MINISTRY OF EDUCATION AND TRAINING HOA SEN UNIVERSITY
FACULTY OF INTERNATIONAL LANGUAGES AND CULTURES PUBLIC RELATIONS PLAN Launching new products
Prepared for: TH True Milk
Instructor: Phm Ngc Châu, M.A.
Subject: Essentials Skil s for PR Class: 020 0
Members: Lê Nht Thn h 2184395
Trn Hong Ngc Dung 2195942 Trn K im Vi 2192703 Tô Nguyễn Hoàng Vy 2192664 Trn Lê Minh Ngc 2191168 Lưu Khnh Nguyên 2191861 2022, Ho Chi Minh City EXECUTIVE SUMMARY
TH true milk company is a dairy product supplier that was founded in 2009 by
businesswoman Thai Huong. The top goal of TH true milk's business mission is
to provide customers with the cleanest, freshest milk products possible. After
ten years, TH true milk has risen to become one of the Vietnamese consumers'
most trusted milk brands. TH True Milk has not only succeeded in the clean
fresh milk revolution, but also in building a positive brand image through social
activities with the business motto "for the health of the community." As the
Vietnamese dairy market and customer needs change over time, the rapid
launch of new products is also a bridge between companies and customers that
can be maintained more sustainably. Observe the psychology of customers who
are interested in plant-based dairy products. TH true milk has official y launched
a new product cal ed " Sa tươi ng cc - TH true milk true light," the main
ingredients of which are fresh milk and oats to help replenish nutrients in the
body. In this project, our goal is to connect the product with Vietnamese consumers. i TABLE OF CONTENT
EXECUTIVE SUMMARY ................................................................................ i
TABLE OF CONTENT .................................................................................... i
ORGANIZATIONAL BACKGROUND ............................................................ 1
1.HISTORY .................................................................................................. 1
2.VISION...................................................................................................... 2
3.MISSION................................................................................................... 2
4.STRUCTURE............................................................................................ 3
SITUATIONAL ANALYSIS ............................................................................. 4
1.SWOT ANALYSIS .................................................................................... 4
1.1 Strengths .......................................................................................... 5
1.2 Weaknesses ................................................................................... .7
1.3 Opportunities .................................................................................... 8
1.4 Threats ............................................................................................. 9
2.KEY ISSUES AND IMPLICATIONS ........................................................ 11
GOALS, OBJECTIVES, TARGET AUDIENCE AND KEY MESSAGES ...... 12
1.STRATEGIC GOALS ............................................................................... 12
2.OBJECTIVES .......................................................................................... 13
3.TARGET AUDIENCE ............................................................................. .14
4.TARGET CHANNELS ............................................................................. 16
5.KEY MESSAGES .................................................................................... 17
STRATEGIC APPROACHES ........................................................................ 18
1.STRATEGIES, TACTICS AND RATIONALE .......................................... 18
2.TIMELINE FOR IMPLEMENTATION ...................................................... 22
3.THE BUDGET ........................................................................................ .23
EVALUATION STRATEGIES ........................................................................ 24
APPENDICES TO THE PLAN ....................................................................... 25
REFERENCES ............................................................................................... 26 ii
ORGANIZATIONAL BACKGROUND 1. HISTORY
TH True Milk Company started construction in 2008. The name of the brand is
clarified by the business based on the English phrase True Happy, meaning
Hạnh phúc đích thực. TH Group has cooperated with financial partner Bac A
Commercial Joint Stock Bank to establish TH True Milk company. •
The TH True Milk project has been in operation since 2009. The dairy
food company has invested in a high-end management system as wel as
a closed and synchronized milk production process in accordance with international standards. •
On December 26, 2010 TH True Milk product was official y launched and
since then the products have started to be purchased by consumers.
Currently, TH True Milk Dairy Company has become a leader in
supplying "clean" fresh milk to Vietnamese. •
By 2013, TH true milk company continued to develop and launch new
products, they achieved accumulated revenue of approximately VND
6,000 bil ion. The revenue of 2013 alone reached 3,000 bil ion VND. 1 2. VISION
In terms of vision, TH Group aspires to be Vietnam's leading manufacturer of
clean foods derived from nature. With serious and long-term investment
combined with the world's most modern technology, we are determined to
become a world-class food brand trusted by al families, loved by everyone, and proud of the nation. 3. MISSION
In terms of mission, With the spirit of being close to nature, TH Group strives to
nourish the Vietnamese body and soul by providing natural food products that
are clean, safe, delicious, and nutritious. 2 4. STRUCTURE
The TH group's structure is established based on
the market areas that TH Group focuses on
developing, which include milk, medicinal herbs
and beverages, wood, foodstuff, sugar cane,
pharmaceuticals, customer service, education,
research, and community fund. TH group's
investment projects are primarily focused on high-
tech applications. At the same time, technology
and management science are intertwined to produce
Figure 1. Structure of TH True Milk
agricultural products with breakthroughs in yield and organization
quality and develop in the direction of long-term development and health
benefits. TH Group's image strives for It is a group that always puts community
interests in the first place and provides customers with high-quality and clean
products, especial y TH True Milk's products. 3 SITUATIONAL ANALYSIS 1. SWOT ANALYSIS
The SWOT table analysis of the product "TH True Milk Light Meal" in
conjunction with information about the TH True Milk company that has an
impact on this product line Table 1. SWOT analysis 4 1.1 Strengths
Innovative products that retain the essence: This is a groundbreaking
product line in terms of ingredients, but it maintains the core value of
"clean" products that TH True Milk has always prioritized in its product lines.
The products suitable for people with lactose intolerance: The
product is measured with a low-sugar formula, which reduces sugar by
34% compared to TH True Milk with sugar, and reduces lactose in milk by
separating stools to help the body digest and absorb easily. That is
perfect for the group of customers who are lactose.
The first and only product line in Vietnam: “sa tươi b sung ng cc -
TH true milk light meal” debuted in January 2022, becoming Vietnam's first and only product line.
The natural ingredients: The product is made entirely of natural
ingredients such as oats, macadamia nuts, walnuts, and truly pure milk
from TH true milk's farm, and it contains no preservatives.
The quality packaging design: The product is packed in 6-layer
sterilized paper packaging to help prevent light and harmful bacteria from
entering and causing the product to deteriorate quickly. Tetra Pak and
SIG Combibloc, two of the world's leading manufacturers of quality
packaging, are the company's packaging suppliers. 5
Among the top 10 water brands with high market share in Vietnam:
One of the biggest strengths that TH True Milk has thanks to its products
is occupying a high position in the market share chart of beverages on
the Vietnamese market. Organic products are an identifying feature that
makes TH True Milk not only different but also creates an advantage over
other competitors in the same industry.
Active in supporting the community: TH True Milk is also smart when
using its own products to interact and support the community in many
activities. For instance, TH true milk has awarded many scholarships to
students with studious achievements, TH true milk is also the main
sponsor in a quite famous reality TV show in Vietnam is “Con đã lớn khôn”
and many other young talent search programs. This proves that TH true
milk has a connection and support in developing the health of
Vietnamese children as wel as in promoting the company's product
image. In particular, during the outbreak of Covid 19 in Vietnam, TH
Group cooperated with Bac A Bank through the fund “Vì tm vóc Việt” to
donate medical equipment, necessities, and mil ions of glasses of healthy
milk to the hospital and residents, they also contributed more than 40
bil ion VND to the Vaccine fund. 6 1.2 Weaknesses
TH True Milk's product price is higher than other brands in
Vietnam's dairy market: In addition to using natural milk from farms in
Vietnam, TH True Milk also imports natural ingredients from abroad such
as macadamia nuts, walnuts, and so on. The import of this material leads
to a higher sel ing price of TH True Milk's output products compared to
similar product lines of other brands on the Vietnamese dairy market such
as Vinamilk, Dalatmilk, or Dutch Lady. TH True Milk's Light Meal product
is a typical example, this is a healthy product, but because most of the
ingredients are used natural y, the market price is quite high.
Depending on the source of raw materials imported: As most of the
raw materials are imported from abroad, the manufacturing process
becomes dependent on high-cost input materials.
Still in a safe zone, haven't tried in the foreign dairy market yet: one
of the biggest weaknesses of TH True Milk is that they have not stepped
out of the safe zone of the Vietnamese market to approach and promote
the company's products to the foreign dairy market.
The product line is not diverse: In terms of flavor, the product line is limited. 7 1.3 Opportunities
Consumers' perception of health and convenience: Currently,
consumers' awareness about health protection is increasingly improving
in a positive direction. Therefore, consumers need to create a healthy
lifestyle. Besides exercising, consumers also regularly seek and use dairy
products with low sugar content, no preservatives, and especial y are
made from purely natural ingredients. Furthermore, Convenience is
becoming increasingly important in the needs of customers when
selecting products. For example, officers or students appreciate the
convenience to save time during working and studying hours but stil
ensure health, Cereal fortified milk can meet this demand.
Healthy dairy products become future trends: In Vietnam, the use of
plant-based milk is also becoming increasingly popular. According to the
results of a 2019 survey, up to 66 percent of Vietnamese consumers want
more products made entirely of natural ingredients. Alternatives to cow's
milk, such as soy milk, oat milk, cashew milk, and so on wil become
more appealing to consumers (Virac, 2020). According to YouNet Media,
they analyzed that "nut milk" was the third most frequently discussed
topic about healthy eating in Vietnam in 2017 (Brandsvietnam, 2021).
With positive data on customer perception of healthy dairy, healthy dairy
products become future trends in Vietnam. 8
Potential dairy market in Vietnam: During the COVID-19 Pandemic, the
dairy industry was less affected than expected. The dairy industry was
not only less affected by the epidemic, but it also grew steadily. Dairy
product sales in Vietnam wil increase by 10.3 percent by 2020. At the
same time, milk and dairy product revenue in Vietnam is expected to
remain stable at 7-8 percent per year between 2021 and 2025 (Bnews,
2021). According to Phu Hung Securities Joint Stock Company (PHS), He stated that th
e value of milk and dairy products consumed in Vietnam is
stil increasing rapidly, even faster than before the epidemic in 2020. Milk
consumption in urban areas increased by 10%, while it increased by 15%
in rural areas (Bnews, 2021). This demonstrates that the dairy market in
Vietnam stil has a lot of room for growth because consumer demand for
dairy products is changing positively in search of nutritional supplements
during the pre-and post-epidemic period. 1.4 Threats
Competitors appear to be numerous and powerful: The products
compete with brands known to Vietnamese consumers such as Vinamilk,
Nutifood, and so on. Furthermore, according to the EU-Vietnam Free
Trade Agreement (EVFTA), which went into effect in 2021, tax rates of
European dairy products wil be deducted within a few years ( Deloitte,
2020). This al ows foreign brands from the United States, the United 9
Kingdom, France, and other countries to reach Vietnamese consumers
with more diverse and competitively priced dairy products.
Competition from substitute products: The Vietnamese people's
product consumption in the future wil be centered on safe and healthy
foods. As a result, the market for nutritious and organic products is very
promising, forcing "TH true light meal" to compete with similar products in
the clean milk market in particular, as wel as the nutritious and organic
food markets in general, in order to avoid being displaced from the dairy
market. Furthermore, it is possible that it wil be replaced in the future by
TH true milk company's own milk products.
Ensure and maintain a clean milk source according to the mission
that TH true milk has oriented: Because TH True Milk emphasizes and
promotes the supply of clean milk to consumers, the responsibility of the
phrase "clean milk" is very important. To be more precise, the company
needs to ensure hygiene during the production process such as
pasteurization, processing, and canning as wel as ensuring the quality of
the output products, committed to providing a clean milk source for
Vietnamese consumers to protect the general health of the community. In
addition, TH True Milk needs to use the phrase "clean milk" careful y and
in the right context to avoid communication crises that have happened in the past 10
2. KEY ISSUES AND IMPLICATIONS
Through the information gathered and data analyzed from the SWOT table, We
can clearly see the strength and weaknesses of the TH true milk company and
its upcoming product "Sa tươi b sung ng cc - TH true milk light milk". At
the same time, in order to successful y launch a new product line, we wil use
opportunities to limit threats. To summarize, the issue that requires immediate
attention for the new product is that it has not yet been launched, so it has no
position in the Vietnamese dairy market. From this point of view, the solution we
put forward to the main problem is to create a new product image for customers,
while maintaining customers' positive awareness of TH true milk true light products. 11
GOALS, OBJECTIVES, TARGET AUDIENCE AND KEY MESSAGES 1. STRATEGIC GOALS 1.1 Target
• Make the product popular with consumers especial y those who are
health-conscious and have strict diets, sports people, or people who keep in shape
• Bringing a nutritional and health supplement to customers
• Create a product to replace daily snacks in daily life
• Maintain a long-term product image and be the choice of consumers 1.2 Challenging
• There are competitor products from abroad
• There is stil no definite position in the subconscious of consumers (most
consumers do not use this product often and if it does, it is also a foreign product)
• It is the first oat nutritional supplement in Vietnam
• This product is also problematic as there are stil consumers who are
used to consuming traditional products with which they are more familiar. 12 2. OBJECTIVES
Make TH true milk Light meal products more known and consumed by consumers in this 2022
• Specific: increasing the number of customers consuming TH true milk
Light Milk products, starting with inviting people from primary school or
organizing an event at a school and then going to the central cultural arena sport.
• Measurable: within 3 months this product must be known al over the city from urban grade 1 and above.
• Attainable: with TH Group's resources and foothold in the dairy industry,
TH true milk light meal products wil be known by more consumers.
• Relevant: to bring health to the community and enhance the value of TH
true milk in the eyes of consumers.
• Timely: before launching the product: unifying the market price of the
product, running ads using social networks, newspapers, TV.
After the product launch: maintain the product, continue to advertise, launch
promotions, product incentives to attract customers, organize product giveaway
events or cooperate with preferential prices with sports center and ongoing sports tournaments 13 3. TARGET AUDIENCE 3.1 Product overview
TH True Milk Light Meal is the impeccable combination of nutrients from
fresh milk and organic plants comprise oatmeal, walnut, and macadamia
nuts. With the attractive packaging and the high quality, TH True Milk Light
Meal could meet the demand of their target audience, including 3.2 Demographic
• Women from 15-35 years old • Men from 1 - 8 30 years old
• Others such as children under 15, adults over 50 Target audience Women 15-35 Men 18-30 Others
Figure 2. Target audience for the new product 14
3.4 Geographic: People who live in urban areas such as Hanoi, Ho Chi Minh city, etc. 3.5 Behavioral
• People who take precedence healthy care of their family and themselves
• People who prioritize qualit
y and safety of milk rather than price
TH mostly focus on the percentage of women in the age group 15 to 35 as
most of busy women in modern life are necessary for a light meal during the
day. Moreover, men from 18 to 30 years old is also TH’s customer-oriented,
especial y if they are gymer and perhaps a healthy “light meal” is what they
need. Others such as children under 15 and the elderly can use this product
as it substitutes for fast food and brings exciting oatmeal chewing experience. 3.6 Customer needs
Healthy ingredient: Customers want to purchase a product containing
healthy ingredients as it is good for their health.
High-quality milk: When it comes to quality, it is the most crucial factor they
concern about when deciding to buy a product, with the hi-end technology of
TH True Milk, it could definitely meet the customers’ demand.
Attractive packaging: Package also an essential factor when purchasing a
product, a consumer is likely to buy a product that has an attractive
packaging with valid image and information. 15
Affordable price: Price is also impact on customers’ purchase behavior, by
targeting those people who have upper income, TH True Light Meal could be a good choice for consumers. 4. TARGET CHANNELS 4.1 Online
• Traditional media – Creating TVC on TV channels
• Social media: Facebook, Youtube, Tiktok – Inviting KOLs to use the product
• Official website https://www.thmilk.vn/– Providing valid information
• Online news: zing.vn, eva.vn, dantri.com.vn - Writing press releases “TH
True Milk launch the new product TH True Milk Light Meal – solutions for busy people” 4.2 Offline
• Event – Organizing a press conference for launching TH new product TH True Light Meal 16