Phân Tích Chiến Lược Marketing của Vinamilk môn Kiểm soát nội bộ | Trường Đại học Sư phạm Kỹ thuật Thành phố Hồ Chí Minh

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-Bổ sung Internal Communication
-Giãn dòng phải thống nhất, giống nhau (xem lại) VINAMILK A. RESEARCHING I. CORPORATE IDENTITY 1. CORPORATE DESIGN 1.1. LOGO: - Symbol:
+ The main symbol in the Vinamilk logo is a combination of stylized letters and round
shapes. The round shape symbolizes perfection, the fullness of product quality.
+ Inside the Vinamilk milk logo is a stylized VNM letter symbol by soft connecting.
The upper and lower lines in the Vinamilk logo design represent cool and nutritious milk drops.
- Color: The main colors in the Vinamilk logo are beautiful blue and white.
+White: the color of milk, the color of nutrients.
+ Blue: hope, trust, assurance of quality.
- Brand name: VINAMILK is placed under the iconic base to create a strong, strong
stance with blue tones. The sans serif font brings a modern, strong look.
1.2.NAME MEANING: Vinamilk = vina + milk
- Vina: It is an abbreviation of Vietnam. Vi - also Victory (roughly translated as
victory) is to conquer all difficulties, overcome all challenges to succeed.
- Milk: It is an English noun meaning milk. That is the brand's characteristic –
providing dairy-based products such as fresh milk, yogurt,... 2. CORPORATE PHILOSOPHY: 2.1. VISION: Page | 1
- To become a world grade brand in the food and beverage industry, where people put
all their trust in nutrient and health products. 2.2. MISSION:
- To deliver the valuable nutrition to community with our respect, love and responsibility 3. CORPORATE CULTURE 3.1. CORE VALUES: Integrity Respect Fairness Compliance Ethics Responsibilities Sustainable development Creativity Human development Customer is center 1. LONG-TERM COMPANY GOALS:
- Leading in innovation with high application
- Consolidation of leading position in Vietnam's dairy industry
- Becoming the most value-creating dairy company in Southeast Asia 2. SHORT-TERM COMPANY GOALS:
- Getting feedback—positive or negative
- Improve customer services: Improve customer satisfaction scores and communicate
with customers about our company's products or services. Handle customer inquiries and complaints effectively. 3. SWOT ANALYSIS: - Strengths:
+ Carefully selected from each pure, non-GMO, preservative-free fresh coconut
+ Keep the natural deliciousness and vitamins and minerals of freshly picked coconuts, quickly cool down the body.
+ Coconut’s mild sweet and cool helps you quench your thirst Page | 2
+ Vinamilk's CocoFresh coconut water contains 15% less sugar, has a cool taste, is
easy to drink and doesn't worry about getting fat when you drink a lot.
+ CocoFresh is made from selected fresh young coconuts from Ben Tre, naturally
sweet, with a fresher, younger coconut taste. - Weaknesses:
- The product has not been able to compete with other brands of coconut water in the
market. It makes Vinamilk coconut water unable to hold the monopoly position in the canned coconut water market.
- The biggest weakness of Coco Fresh is that the ingredients are all imported from Ben
Tre, a province of Vietnam. So sometimes it can't meet the demand; it depends on
many factors in the production process.
→ This has had a significant impact on the production process, affecting sales and brand profits. II. CORPORATE REPUTATION: 1. MARKETING STRATEGY:
- The main segment that Vinamilk's marketing strategy targets is children from 5 to 14
years old (Vinamilk 2014), Vinamilk wishes to improve children's physical health and
tends to grow young talents as a nation's giftedness (Vinamilk 2016). The first reason
why Vinamilk 100% organic chose this segment is because children account for about
23.2% of the population (Statistic 2020). Second, the middle class population is
increasing and they are starting to focus more on the value of the product rather than
the price. This will result in 100% organic Vinamilk being able to have more customers. (Euromonitor 2020).
Vinamilk’s Marketing Strategy consists of 4P: Product, Price, Place and Promotio
PRODUCT Vinamilk has 5 main product categories, including: dairy Page | 3
products (fresh milk, sweetened condensed milk, powdered
milk,...), products produced from milk (ice cream, cheese,
yogurt,...), tea, coffee, fruit juice.
Vinamilk is committed to providing the best products to
consumers. The company has innovated technology to produce
healthy products, the quality is increasingly improved to ensure to meet the needs of users.
By producing diverse product ranges including low-sugar
Vinamilk and skimmed milk for dieters, adding fragrance and
creating 100% Organic Vinamilk for high-end customers,
Vinamilk has maintained its position in the market as the
leading brand in the diversified fresh milk market (Vinamilk 2020). PRICE
Vinamilk has many products, but we will emphasize the
pricing strategy of powdered milk.
Despite the profit race of foreign dairy companies, Vinamilk
has maintained a good reputation 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
abroad. Therefore, many families nowadays 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.
PLACE Vinamilk's marketing strategy is to build a wide network,
ensuring the fastest delivery of products directly to users.
Vinamilk 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
supermarkets such as Coopmart and GO, and to small Page | 4
supermarkets such as Vinmart, Family Mart, and B's Mart.
The second distribution channel is key accounts such as
schools, hotels, and 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,...etc.
In addition, Vinamilk is always looking for opportunities to
expand its export markets. Many kinds of Vinamilk nutritional
products have been consumed in more than 54 countries and territories.
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 its credibility to consumers.
+ Advertising - Vinamilk Digital Marketing Campaign
+ Marketing strategy of Vinamilk + Promotions
- International quality - Vinamilk quality - Enjoy life
- For future generations to thrive - Natural value - Share to the community - Beautiful life - Rising Vietnam. Page | 5 2. ACHIEVEMENTS: TRONG NƯỚC 1985
Huân chương Lao động hạng III 1991
Huân chương Lao động Hạng II 1996
Huân chương Lao động Hạng I 2005
Huân chương Độc lập Hạng III 2010
Huân chương Độc lập Hạng II 2016
Huân chương Độc lập Hạng III lần 2 1995 - 2020
TOP 10 HÀNG VIỆT NAM CHẤT LƯỢNG CAO
Hiệp hội hàng VN chất lượng cao
2012 - 2020 THƯƠNG HIỆU QUỐC GIA Bộ Công thương 2013 - 2020
50 DOANH NGHIỆP NIÊM YẾT TỐT NHẤT VIỆT NAM Tạp chí Forbes
TOP 500 DOANH NGHIỆP TƯ NHÂN LỚN NHẤT VIỆT NAM
Cty CP Báo cáo đánh giá VN
2016-2020 50 THƯƠNG HIỆU GIÁ TRỊ NHẤT VIỆT NAM (Tạp chí Forbes)
TOP 10 DOANH NGHIỆP PHÁT TRIỂN BỀN VỮNG NĂM 2016
Phòng Thương mại và Công nghiệp Việt Nam (VCCI) QUỐC TẾ 2016 - 2020
TOP 300 CÔNG TY NĂNG ĐỘNG NHẤT CHÂU Á
Tạp chí Nikkei Asian Review (Nhật Bản) 2016
TOP 50 CÔNG TY NIÊM YẾT LỚN
NHẤT CHÂU Á – THÁI BÌNH DƯƠNG Tạp chí Forbes Page | 6 2017
2000 CÔNG TY NIÊM YẾT LỚN NHẤT THẾ GIỚI Tạp chí Forbes 2019
TOP 200 CÔNG TY DOANH THU TRÊN 1 TỶ USD
TỐT NHẤT CHÂU Á – THÁI BÌNH DƯƠNG Tạp chí Forbes 2019
GIẢI THƯỞNG DOANH NGHIỆP XUẤT KHẨU CHÂU Á The Asian Export Awards
TÀI SẢN ĐẦU TƯ CÓ GIÁ TRỊ ASEAN 2020
Sáng kiến Quản trị Công ty ASEAN (ACG),
Diễn đàn Thị trường Vốn ASEAN (ACMF)
GIẢI THƯỞNG CSR TOÀN CẦU 2020 Pinnacle Group (TPGI) TĂNG 6 BẬC, VÀO TOP 40
CÔNG TY SỮA LỚN NHẤT VỀ DOANH THU
Bảng xếp hạng của công ty nghiên cứu thị trường Plimsoll (Anh)
GIẢI THƯỞNG CSR TOÀN CẦU 2021
GIẢI THƯỞNG QUẢN TRỊ TỐT TOÀN CẦU 2021 Pinnacle Group (TPGI)
TOP 10 THƯƠNG HIỆU SỮA GIÁ TRỊ NHẤT TOÀN CẦU
TOP 3 THƯƠNG HIỆU SỮA TIỀM NĂNG NHẤT CỦA NGÀNH SỮA THẾ GIỚI
TOP 5 THƯƠNG HIỆU THỰC PHẨM MẠNH NHẤT TOÀN CẦU
TOP 30 TRONG 100 THƯƠNG HIỆU THỰC PHẨM GIÁ TRỊ NHẤT TOÀN CẦU
Theo Báo cáo thường niên của Brand Finance (Anh)
GIẢI THƯỞNG CÔNG TY HƯỚNG VỀ
CỘNG ĐỒNG NHẤT CHÂU Á 2021 Mors Group Page | 7
III. GAP BETWEEN CORPORATE IDENTITY & CORPORATE REPUTATION: 1. BEST SELLER - Yogurt - Raw milk 2. OUR MENU | 8
- Trong Menu trên thì chọn sản phẩm nào để truyền thông doanh nghiệp – ghi ra? Page | 9 B. OBJECTIVE SETTING 1. GOALS:
SPECIFIC - Focusing on Cocofresh products, making products of the Vfresh
juice brand become the top 5 most consumed brands of Vinamilk,
after Vinamilk, Susu, Probi, Ong Tho, and Phuong Nam Star
brands in the third quarter of 2023.
MEASURABLE - Reaching 70% of customer groups aged 18-29 based on their
need to use the product. Because this coconut water offers many
benefits, such as containing nutrients that help fight to age and
prevent skin from sagging. In addition, it also helps to moisturize
the skin and replenish water and vitamins for the body, which are
things that today's young people are often interested in, especially women.
- Goal: Employees can sell 10,000 Coco Fresh Vinamilk products per day
ATTAINABLE Natural products are increasingly popular and widely used, one of which is coconut water
Eye-catching design and style, compact, with screw cap convenient to carry anywhere
Environmentally friendly paper packaging
Affordable price, suitable for young audience
=> The goal of reaching 70% of customers aged 18-29 is completely feasible
RELEVANT - To reach 70% of customers aged 18–29, it will contribute to
making Cocofresh products widely known, boosting revenue, and
developing businesses by the process and goals. TIMEBOUND
- The campaign for product ads begin in March 2023 and ends in August 2023 Page | 10 IV. PLANNING
1. IDENTIFY & PRIORITIZE TARGET STAKEHOLDER GROUPS 1.1. TARGET AUDIENCE GEOGRAPHY REGION
6 main cities of Vietnam including Ho Chi Minh
City, Hanoi, Hai Phong, Can Tho, Da Nang, Nha Trang DENSITY Urban DEMOGRAPHIC GENDER 18-29 SEX Female LIFECYCLE- Young single, young married STAGE INCOME
5-10 million VND, more than 10 million VND
OCCUPATION High school students; College/University students; office worker; homemakers BEHAVIORAL BENEFITS
Delightful taste, nutrient-rich, immunity boots, anti- SOUGHT aging, fine complexion USER
Potential user, first-time user, regular user STATUS IV. EXECUTION Timeline Activities Content Purpose Implement Note 1/3/2023 - Running Make a short Reach out to Invite famous
31/8/2023 promotional videos music video consumers and people in the with short music with lyrics attract people to showbiz
videos introducing introducing participate in world who coconut milk the activities have products and ingredients in organized by influence on activities of the coconut Vinamilk so that young people Page | 11 Vinamilk's "COCO milk product people can know who are FRESH" on social "COCO about the rappers and media channels FRESH" and coconut milk singers such as Youtube, its uses, product "COCO Hieuthuhai Facebook, Tik Tok introducing FRESH" and and Miss
and advertising on the product's trust to use the Thuy Tien TV. activities in product more in played the near the future. advertising future so that videos using everyone can images within participate. 6 months Conveying running the the slogan program message of coconut milk "COCO FRESH" "Tươi Ngon, Thuần Khiết, Mát Lành , Tự Nhiên" 4/2023 Sponsoring for 2 1.The 1. Contact the contests Miss program contest International inserts scenes organizer, Queen Vietnam and product close the deal contest (Miss slogans: between the transgender "Tươi Ngon, two parties Vietnam) Thuần Khiết, about the Mát Lành , benefits that Debate Tự Nhiên" both parties Competition at 2.Free receive when Page | 12 HUFLIT product when the contest buying tickets receives their to participate sponsorship in the contest 2.Contact Students’ Association and College Administrator of HUFLIT for sponsorship for the Debate contest 1/6/2023 - Exchange the Exchange 1.Environmental 1.Launch the 30/6/2023 product paper box used product protection program at for the paper boxes 2. Encourage some corresponding gift for gifts people to buy supermarkets suitable for more products in the city by young people hanging such as pen banners and boxes, glass distributing water bottles, leaflets tote bags 2.Place the paper box at the milk point of the supermarket 3. Rules: - Milk cartons must be washed Page | 13 before bringing to exchange - 5 paper boxes get 1 glass water bottle / large pen box - 10 boxes get 1 tote bag (can be printed on the bag)
6/2023 - Combined with the 1. In all Reach out to Each test site 7/2023 program "Exam
projects in the about 1,000,000 will have 1 season relay", program students and company deploying the series, the parents so that employee product "COCO logo of the everyone can standing to FRESH" in 63 product must know about the introduce and provinces and be attached. 2. coconut water control access cities, supporting Producing product "COCO to the candidates in the large FRESH" and product. high school umbrellas trust to use the Order coconut
graduation exam. It with images product more in water at test is expected that of Coco Fresh the future. points in 63 about 1,000,000 products provinces and bottles of coconut placed at the cities. water will be test sites. Volunteers of distributed. Cost: 8 3.Print the relay billion VND banners, program will standees with stand to the product's distribute Page | 14 logo hanging water to the at the test students. sites. During "Delicious Food 1.The logo of - Reach out to -Instructions 8/2023 Every Day" - coconut water the audience to cook Daily broadcast will be placed watching the delicious, on HTV7. in the show, especially easy-to-make background housewives, to everyday of the know the uses dishes program. and delicious involving 2.Insert the dishes related to coconut slogan of coconut water. water. The coconut water program MCs “COCO will introduce FRESH” coconut water “Tươi Ngon, products at Thuần Khiết, the beginning Mát Lành , of the Tự Nhiên” in program. each broadcast 3. A distinctive topic about “ Delicious Food with COCO FRESH” Page | 15
VI. TOOLS OF MEASUREMENT & EVALUATION 1. Define initial goal
- Putting the consumer experience at the top
- Become the most value-creating dairy company in Southeast Asia
- Taking the lead in innovation and high applicability
2. Determine the evaluation criteria
a. Qualitative assessment criteria - Market share sales results - Frequency of purchases
- The extent to which information about campaigns and PR activities is published in the media
b. Qualitative evaluation criteria
- Knowledge of customers about products and brands - Changing consumer behavior
- Feedback level of consumers, community - Overcoming the crisis
- Many partners want to cooperate
- The government's interest in the company
- Have a good relationship with suppliers 3. Evaluate PR strategy
a. The level of publication of information about PR campaigns and activities in the media
- For the purpose of bringing products to the majority of consumers, Vinamilk uses
all forms of advertising such as broadcasting, television, press advertising. - Free forum posts: https://webtretho.com/ https://giadinhlavogia.com.vn/ https://eva.vn/
- Vinamilk also publishes on channels such as youtube, facebook, tiktok and attracts a huge number of viewers.
- The post on Fanpage "Vinamilk - Healthy Recipes From Nature" received positive
feedback with more than 35,000 interactions, 794 comments and 715 shares. Page | 16
- Many major press agencies report such as VTV, Vnexpress, Dan Tri, Tuoi Tre, Tien Phong...
b. Level of response from consumers, communities, government
- Vinamilk received a lot of positive feedback from customers on the company's website.
- There is the interest of the Vietnamese government in improving nutrition and taking care of community health.
c. Customer's understanding of brand products
- Vinamilk's products have reached everywhere in Vietnam. Vinamilk builds and
promotes its image directly to consumers. This helps Vinamilk to improve product
quality, image and services to help serve customers.
- After 1 year of building the campaign "Vietnamese people drink Vietnamese milk",
consumers are aware of the quality and nutritional composition of domestic milk
equivalent to foreign milk and change the stereotype that high milk price is new with good quality.
d. Changes in consumer behavior and attitudes
- In a study by the market research company FTA on the tendency of mothers to
choose milk in 3 popular cities: Da Nang, Hanoi and Ho Chi Minh City.
- Research on changing consumer attitudes: Price is not the first criterion when
mothers choose to buy milk for their children. The main criteria are the quality and use
of milk. And recently, milk of domestic origin has been a priority for mothers to
choose, especially in the two largest and most modern cities in the country, Hanoi and
Ho Chi Minh City. This proves that the quality of domestic milk is now comparable to
that of foreign milk. Especially with Vinamilk's products, we can proudly say that it is
not only equal to but also superior to some competitors. VII. RISK MANAGEMENT Campaign/ Activities Incidents Solutions
Run ads through social - Lack of control, it is - Update policies to avoid
media platforms Facebook, likely that the video any kind of violation Tiktok, Youtube
will be lost due to - Update trends and invite Page | 17
violation of the terms of hot artists.
these social networking -Carefully consider the platforms background and negotiate
- Maybe go out of between the representative fashion after a while and thbrand. - Risk of video theft - It may be affected if the celebrity is invited to act in a scandalous video.
Sponsor for the Miss - Affected if the show is - Negotiate the proposal International
Queen not popular and attracts and program timeline
Vietnam contest (Miss many contestants and carefully, ensuring the
transgender Vietnam) and viewers quality and number of Debate Competition at guests expected to attend. HUFLIT Milk bottle
- People who are far - Sponsoring the exchange
from stores will not of milk cartons at
have time to change supermarkets so that
milk cartons, the people can easily change
percentage of people without being afraid of
who bring milk cartons long distances, choosing
to change is likely to be attractive gifts to attract
low because they feel people, still widely very time-consuming. propagating the exchange of milk cartons to protect the environment. Support exam season.
- Operating costs are - Instead of giving away very high 330ml bottles for free, we
Giving away too many produce small 180ml Page | 18
products for free, bottles. This will save a
students don't use them considerable amount of all, leading to waste money - We can divide the product into small plastic cup to try
Sponsor to air 1 episode of - Big loss if something -Capture the trend, invest
"Delicious dishes every goes wrong with the and master TV technology day"
show, or the show flops in the 4.0 era. and receives little -Along with the
interaction from the development of the audience. Internet, TV shows can be broadcast live on social
- Only housewives can networks to attract more
be reached, and the interactions of all ages.
audience is not very - Broadcast a variety of diverse. TV channels such as FPT, ClipTV, ZingTV, VTV, VTC... - "Delicious dishes every day" can invite families to join the program to attract not only housewives but also men, the elderly, or students. VIII. BUDGET:
Budget tương ứng với Timeline phần Execution, Activities phải khớp với
Timeline. Nhóm điều chỉnh lại đi Page | 19 BUDGET CAMPAIGN/ ACTIVITIES DESCRIPTION UNIT QUANTIT YTOTAL NOTE COST TVC “COCO - Celebs: FRESH” posting + HIEU THU 30.000.000 30.000.000 on social HAI (rapper) platforms ( Youtube, + Nguyen Thuc 500.000.000 500.000.000 Tiktok, Thuy Tien (Miss Facebook) Grand International 2021) Producing videos 50.000.000 50.000.000 Youtube 30.000.000 30.000.000 Facebook 30.000.000 30.000.000 Tik Tok 25.000.000 25.000.000 TOTAL 665.000.000 Sponsoring for 2 Beauty 500.000.000 500.000.000 Contests: competition - Miss Competition at 100.000.000 100.000.000 International university Queen Vietnam (Miss TOTAL 600.000.000 Transgender Vietnam) - Debate Competition at Page | 20