Giới thiệu tổng quan về Công ty Cổ phần sữa Việt Nam (Vinamilk)

I. About Vinamilk

Vinamilk's official name is Vietnam Dairy Products Joint Stock Company.

Vinamilk is a company that produces and sells milk and dairy products as well as
related machinery and equipment in Vietnam.

Vinamilk's main business activities include processing, manufacturing and trading

fresh milk, canned milk, powdered milk, nutritional powder, yogurt, condensed
milk, soy milk, soft drinks and products from other milk.

After more than 40 years of launching to consumers, up to now, Vinamilk has built
14 production factories, 2 logistics factories, 3 branches of sales offices, a dairy
factory in Cambodia (Angkormilk) and an office. representative in Thailand. In
2018, Vinamilk was one of the top 200 companies with revenue over 1 billion
dollars in Asia Pacific (Best over a billion).

In order to become a dairy enterprise with leading domestic and export market
share and trusted by consumers, Vinamilk always adheres to the motto: Doing
business honestly, products ensuring food safety and hygiene, according to
standards Internationally suitable for consumer's pocket

The widest distribution system in the country with a network of 240 distributors
and over 140,000 sales points covering 64/64 provinces. Sales through all
Supermarkets nationwide. Vinamilk products are also exported to many countries
in Australia, Cambodia, Iraq, the Philippines and the US..

Vinamilk always brings customers the best quality, nutritious and delicious
health products with a wide selection of products, flavors and packaging options.
There will be no worries when using Vinamilk's products because Vinamilk is
suitable for all ages and subjects.
II. Vinamilk marketing strategy includes 4P: Product, Price,
Place và Promotion. 

1. Product
Vinamilk has 5 main product categories, including: dairy products (fresh
milk, sweetened condensed milk, powdered milk,...), dairy products (ice
cream, cheese, yogurt, ..tea, coffee). coffee, fruit juice.
2. Price

Despite the profit race of foreign dairy companies, Vinamilk has maintained
its prices since 2008. Many people think that the quality of foreign milk is
better than domestic milk, but most of the dairy ingredients in Vietnam are
imported from foreign. Therefore, today many families choose domestic
milk for their children and Vinamilk is one of the best brands, in terms of
both quality and price.

In addition, Vinamilk also improved a number of products to improve

quality and cost. For example: Dielac - Dielac Alpha, Dumex - Dumex Gold,
Friso - Friso Gold.
3. PLACE

Vinamilk's marketing strategy is to build a wide network, ensuring the fastest

delivery of products directly to users. Vinamilk's dairy products have become
popular and easy to find throughout Vietnam due to the use of 3 main
distribution channels, the first channel is the supermarket system, from large
supermarkets such as Coopmart, Big C to small supermarkets such as Vinmart,
Family mart, B's Mart.
 
The second distribution channel is key accounts such as schools, hotels, restaurants
and the final distribution channel is through agents with more than 220,000 stores
in 63 provinces and cities in Vietnam (ISAAC 2019). These channels and
distributors nationwide have brought Vinamilk's products to all parts of Vietnam
with the same quality.

Due to the development of e-commerce, Vinamilk also develops an online store

with the website https://giacmosuaviet.com.vn/ and sells its products through
online networks such as Shopee, Lazada,...
In addition, Vinamilk is always looking for opportunities to expand export
markets. Many kinds of Vinamilk's nutritional products have been consumed in
more than 54 countries and territories.

4. Promotion
Multimedia marketing in Vinamilk's marketing strategy focuses on the
message "100% pure fresh milk", both conveying the competitive advantage
of the product and increasing the credibility to consumers.
4.1. Advertising - Vinamilk's Digital Marketing Campaign

One of the main factors creating the success of Vinamilk's marketing strategy is the
diversification of communication channels such as TVC, Video, Radio, Online
Marketing,...
• TVC: Short promotional video with a combination of images, motion, and sound.
This form of advertising can appear anywhere, such as on HTV7, VTV1, VTV3
with a duration of less than 35 seconds.
• Video: Advertising is short but must make a strong impression on consumers
through images, sounds, and attraction. At the same time, it must reflect the
product's image as dairy, playful and lovely. With a priority Video Marketing
strategy, Vinamilk has become the first consumer packaged goods brand in
Southeast Asia to reach one million subscribers on YouTube.
• Radio: Audio Clip 50 seconds but must prove the use of fresh milk. For example:
+ Growing height, healthy body, high resistance, beautiful skin,...
• Online Marketing: Selling online becomes an effective form. Vinamilk opens an
online sales channel for consumers to order and have home delivery. In addition,
Vinamilk also advertises on websites in Vietnam such as www.vnexpress.com in
the form of banners and clips, especially using website optimization (SEO) tools

In advertising strategies, Vinamilk promotes unlimited creativity. As a company

specializing in the production of dairy products, the image of a cow often appears
in Vinamilk's ads, especially funny images that attract children such as cows
dancing, singing, etc.

In the advertisement titled "Vinamilk Organic Fresh Milk - Pure goodness from a
European standard farm on the Da Lat plateau" in 2020, Vinamilk introduced the
image of a high-quality product that meets European standards, promises to bring
nutrition to the Vietnamese family (Vinamilk 2020). In addition to bringing
benefits to people's health, Vinamilk also enhances brand recognition by focusing
entirely on environmental issues. school and social responsibility.

4.2. PR

Vinamilk's marketing strategy is known for many public activities such as the
strategy of "6 million glasses of milk for poor children". With the noble ideal
of improving the race, this program has great influence and received the
support of the media as well as the people of the country. Besides, Vinamilk
also contributes to many other community activities.
In the campaign "1 million trees for Vietnam" launched in 2012, Vinamilk
has so far planted nearly 1 million trees in Vietnam, which not only raises
people's awareness about the environment but also help fight pollution and
global warming (Law 2020).
In the campaign "Vinamilk - Million steps, repel Covid-19" in 2020, Vinamilk
donated 60,000 medical masks, 6,000 boxes of hand sanitizer and more than
86,000 boxes of milk to more than 6000 underprivileged children across
Vietnam. South during the Pandemic -19 event (Cung Va Cau 2020).

4.3. Promotions

Marketing strategy of Vinamilk has a lucky draw. Customers who buy a carton of
100% pure Vinamilk fresh milk will be entered into a lucky draw with attractive
prizes such as:
• Free use of fresh milk for 1 year
• Free milk box
• Free English courses
• Customers accumulate points by collecting boxshot stamps, in exchange for gifts
• Discounts according to the program on holidays, Christmas and New Year.
As a leading company in the field of food, Vinamilk has become a famous brand
inside and outside Vietnam, with the desire to provide the best quality to
consumers as well as its spiritual value. With the classic 4P Marketing Mix model
as well as innovative advertising and marketing strategies, Vinamilk has been
constantly developing and hopes in the not too distant future, Vinamilk will
achieve its big goal - to be in the top 50 of Vietnam's top 50 brands. World.

III . The main components that make up Vinamilk's Marketing

campaign.

- Costumer orientation

Vinamilk's target customers are all individuals, organizations and people who
have a need to use or consume products. Vinamilk's customers are divided
into 2 main groups:

• Consumers: Those who have a need to use the company's products.

• Organizations: Distributors, retail channels, wholesalers, agents of the
company.

To meet the needs of two groups of customers, Vinamilk's facilities are widely
distributed throughout the country.

- Competitor orientation

Looking at the market, Vinamilk is currently facing a relatively high

competition in the dairy industry with domestic and foreign brands. Some
competitors are exerting strong competitive pressure on Vinamilk,
including: TH True Milk, Nesle, Abbott, Mead Jonson, etc. In the future, the
dairy market will continue to expand and develop. The level of competition
increases

Specifically, in dairy products, Vinamilk water accounts for a high

proportion of sales, but faces big brands such as: TH True Milk, Dutch Girl,
Moc Chau, etc. All these brands have many brands. Impressive marketing
strategy, strong financial resources focused on product research and
development.
- Focus on the long term

In the long term, Vinamilk's development strategy will focus on four

spearheads:
- First, develop superior products and experiences for consumers, further
cementing its market leadership position. Accelerate research and
development of new products, aiming to serve comprehensive nutritional
needs. Put the consumer experience at the heart of developing omnichannel
outreach and distribution strategies.

- Second, promote technology application and sustainable development,

thereby improving the transparency and efficiency of exploitation and
 biodiversity of different types of cultivation, husbandry and exploitation...
Implement practices international standards on sustainable development,
increased use of green energy, circular economy, protection of water and
land resources.
- Third, create new business opportunities through M&A, joint ventures,
investment in start-up projects, etc., consolidate traditional export markets
and shift to investment in local production.
- Fourthly, it will become a destination for talents, continue to build a
corporate culture towards innovation and creativity, and build a working
environment that attracts talents.
- Interfuntional coordination

- Market-led organisational culture

 Maintaining the No.1 position in Vietnam market and aiming to reach the
Top 30 of World’s Largest Dairy Companies in terms of revenue, Vinamilk
has identified a development strategy with three main pillars for execution,
including:

1. Leading in highly applicable innovations

Focus on dairy industry and dairy related products, which is the core
business that has established the Vinamilk brands.
Continue to R&D to develop more new products with innovationsl; expand
and diversify portfolio based on consumers’ preferences and demands; as
well as bring various and convenient experiences to them.

2. Consolidating the leading position in the vietnam’s dairy industry

Prioritize to exploit the domestic market which still has great growth
potential. Promote more on highend and added value products, especially in
urban areas.
Penetrate and cover rural areas with mainstream products that growth
potential are large. Continue to build a large and strong domestic distribution
system, increase market share and maintain Vinamilk’s leading position in
the market.
3. Becoming the most valuable dairy company in the southeast asia

Be ready for M&A activities and expand strong cooperation with partners in
all three directions of horizontal, vertical and combined integration;
Prioritize to seek M&A opportunities with dairy companies at other
countries for the purpose of expanding the market and increase sales.
Continuing to penetrate new export markets with the strategy of converting
the traditional goods export model into types of deep cooperation with the
distribution partners in new key markets.