GR3- Final- Project - Launching Product TH True Milk - Tài liệu tham khảo | Đại học Hoa Sen

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