Report marketing of Vinamilk môn Nghiên cứu về Marketing| Trường Đại Học Tây Nguyên

lOMoAR cPSD| 58490434
2.3 Competition Analysis ( direct competitors)
Nowadays, people’s living standards are
developing, and the demand for milk is
increasing day by day. Therefore, a competitive
market economy is an inevitable trend that
businesses must accept. Each company faces
different competitors. That is, companies and
organizations can enter the market and affect the
market and customers of the company or organization. So the competitive pressure
of other competitors on Vinamilk is relatively high. The reason why Vinamilk’s pressure is great is that: - The dairy market - Because of the - Typical is an old market with preferential foreign enterprises in the many competitors. opening policy for industry such as These include Dutch foreign enterprises Dutch Lady, TH True Lady producing and selling Milk also have modern (15,8%), TH True products domestically, production lines, high Milk(6,1%), Vinamilk is not only supply capacity, wide Nutifood(7,2%), under pressure from distribution channels Vinasory(6,2%). domestic dairy and a loyal customer enterprises but also has base to compete with - The fixed cost of - Because milk is a imported milk. These the dairy industry are popular consumer include Ensure, Snow relatively high product and can be Human (Germany), including: Factory and easily purchased, the Abbott (USA), Nestle production line, livestock farm, salary
switching cost of buyers (Switzerland), for employees, means of is low. Meiji( Japan), Danone
(France), Fonterra(New transport. Therefore, the Zealand-Spain),… cost of exiting the industry is high because it is difficult for companies to cover fixed costs. lOMoAR cPSD| 58490434
Vinamilk’s biggest direct competitor is
Dutch Lady, while some market shares
have surpassed Vinamilk, others have only a small difference or
approximately equal to that of
Vinamilk. Below is a comparison table of Vinamilk and Dutch Lady. Strength Weakness Vinamilk 1. Strong financial growth 1. Quality concerns over years making it the most impacting Vinamilk brand. valuable brand in Vietnam. 2. 2. Depends on foreign raw Diversified product portfolio materials ( Domestic raw and rising through the launch materials only meet about 30%
of the new product. 3. Serving of production demand) over 50 countries globally 3. Many new products have with continuous expansion. been researched but have not 4. Strong performance of
yet entered the testing phase to subsidiaries in both domestic launch into the market. and transnational markets. 5. Leading the Vietnamese dairy industry through innovation 6. Prompt supply chain and excellent distribution network. Dutch Lady 1. A famous dairy brand 1. Lower scope of investing of FrieslandCampina group in technology and achieving from the Netherlands
economies of scale, especially 2. Low operational cost3. in small sectors. 2. Low Presence of established export levels distribution networks in both
3. Counterfeit products. These urban and rural areas. products narrow the scope of
4. Deep roots in local culture FMCG products in rural and and great understanding of semi-urban market consumer needs.
2.4 Consumer behaviour analysis , buyer behavior bonus point: Customer lifetime value prediction. a) Cultural
As we all know, culture is a very important factor that has a profound
influence on the buying behavior of customers. Culture is the basic factor that
determines the will and behavior of a person Vietnamese people when buying lOMoAR cPSD| 58490434
goods are always influenced by cultural factors of national identity that affect the values of choice.
Vietnam is not a country with a tradition of milk production, so the majority of
people do not have the habit of consuming milk. In addition, compared to other foods
and the income of the majority of families in Vietnam, especially in rural areas, the
price of dairy products in Vietnam is still quite high, in many other countries with
low-income levels. Drinking milk becomes an indispensable need in daily life. b) Social
The existence of social classes and classes is an inevitable problem of society.
Therefore, marketers must know how to find customers who are suitable for their products.
For example, people with high social status and high income will choose for
themselves the most expensive and best quality dairy products, people with lower
social status will choose for themselves the most suitable products income combination.
Customers buy Vinamilk milk from all walks of life. They choose Vinamilk
product because it has high quality, reasonable price and is the leading dairy
company in Vietnam. With a wide distribution channel throughout Vietnam, there
are promotional policies, discounts, or gifts to stimulate consumption and impress customers. c) Personal
Buyer decisions are also influenced by personal characteristics, most notably
the buyer’s age and life cycle stage, occupation, economic situation, lifestyle, personality and self-concept.
About the age stage of the life cycle: Consumption is also shaped by the stage
of the family life cycle. Marketers often choose life cycle groups as their target
market. For example, in the dairy product line for children who are in the
development stage with reputable product lines in the Vietnamese market such as
fresh milk, powdered milk,…However, milk is an easily substituted product.
Especially in today’s free competition environment, Vinamilk has many competitors.
About occupation: A person’s occupation also affects their consumption
patterns. For example, with farmers, there is a great deal of limited understanding
of health care. That’s why they don’t care much about products with specific
characteristics, do not specialize in a certain product, especially since the demand
for milk is limited. Students, mainly consume healthy fresh milk to increase resistance, yogurts. lOMoAR cPSD| 58490434
About economic situation: Nowadays, people are always busy with their
work, so the need to ensure their health and still complete the work well is
essential. With high-income consumers often buy products with added special
nutritional content regardless of the price, which can be higher than other types of
dairy products. As for low-income consumers, they just need to buy normal milk
and are always interested in the price of the products they buy.
About lifestyles: people’s lifestyles are expressed through actions, concerns,
and views. Lifestyle depicts the most complete portrait of people, consumers’
choice of goods reflects their lifestyle. Example: For families with an ancient
lifestyle, when they choose dairy products, they only choose healthy dairy
products and the price is only a small part. For normal families, people often use
various types of milk such as Yogurt milk,…
About personality: Personality can be a useful variable in analyzing consumer
behavior, as personality types can be classified and there is a strong correlation
between certain personality types and product and brand. For example, if Vinamilk
wants more people to know about its products, they must find out and offer
advertising forms that are suitable for consumers’ personalities and know what they want. d) Psychological
About motivation: With Vinamilk in the condition that the economy is growing,
people’s living standards are increasingly improved, people’s needs are higher and
they also care about themselves more, so Vinamilk is offering products that are
suitable for everyone. Products to meet the needs of all subjects such as milk for
children, milk for adults, milk for people who are losing weight,…
About perception: Vinamilk has advertising strategies to make people pay
attention to the company’s products such as hanging banners and billboards on the
street to introduce products or having funny advertising clips,…
About learning: As society is developing, people's awareness has also increased, so
the demand for consumer products is also increasing, so in order to meet the
requirements of customers, Vinamilk always researches the market to see whether
consumers. What do you want to develop products to suit the needs of consumers?
About beliefs and attitudes: Based on psychological factors, there are several
solutions for Vinamilk: Always research the market to see what consumers want,
what they need to create products to suit consumers' needs, no However, the
company also has to predict what consumers want in the future to make the most
reasonable plans for the future. Besides, the company must always improve and
launch new products to compete with competitors in the same industry and must lOMoAR cPSD| 58490434
always improve the image of the company in the eyes of consumers to gain a high
position in the industry. milk production.