Solutions to amend a better marketing strategy - Tài liệu tham khảo | Đại học Hoa Sen
Solutions to amend a better marketing strategy - Tài liệu tham khảo | Đại học Hoa Sen và thông tin bổ ích giúp sinh viên tham khảo, ôn luyện và phục vụ nhu cầu học tập của mình cụ thể là có định hướng, ôn tập, nắm vững kiến thức môn học và làm bài tốt trong những bài kiểm tra, bài tiểu luận, bài tập kết thúc học phần, từ đó học tập tốt và có kết quả
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II.3.3: Solutions to amend a better marketing strategy:
After conducting the survey, the analysis is based on consumer behavior. We
conduct a review of the current marketing campaign and propose a new marketing
strategy to improve the weaknesses and develop the advantages of the company.
The objectives of the Marketing strategy are to: -
Continue to affirm that packaged fresh milk of TH is a quality product - Profit maximization -
Increase brand engagement and create engagement with customers -
Educate consumers about the benefits of consuming milk. Create sympathy
for customers about using milk for the purpose of providing nutrients and a
healthy beverage. Thereby motivating customers to choose the behavior of buying TH true milk -
The direction of content for the upcoming campaign will include both emotional and functional.
Following receipt of the results of the consumer behavior analysis, we mined
customer insights based on two criteria: "truth" and "tension," and discovered the
following two dairy consumer behavior highlights:
We divide the insight we have extracted into four factors: price, product, place, and
promotion, and offer the following marketing strategy suggestions to improve the
customer experience in the best way possible.
* Price: Pricing strategy always plays an important role for businesses as it is a
crucial factor for survival and development such as the ability to recover capital,
maximize revenue,... TH True Milk is a brand that has a place with certain
consumers, but after conducting interviews, we still get many opinions that the
price is not competitive with other competitors.
By combining the price overview of TH True Milk products and comparing
the prices with the products of the main competitors, we propose to adjust
the specific marketing strategy as follows:
- Consider lowering the product's price while increasing consumer
awareness that high-quality products are more expensive.
- Increase marketing campaigns to bring high-quality products to the
attention of customers. Changing people's perceptions of the factors that
contribute to a product's value being comparable to or greater than its actual price.
For example: TVCs feature images of dairy farms using advanced
technology, purebred HF high-yielding dairy cows imported from abroad, as
well as images and nutritionist recommendations. Customers will feel more
secure about the TH True Milk line after watching the TV commercial, and
they will be willing to spend more money to buy products.
* Product: The product is the first element that makes up the marketing mix. TH
True Milk always has a slight change and difference in taste as well as nutrients
inside to satisfy the target audience. Because the company always prioritizes
product quality first, customer feedback on the product is always positive.
Furthermore, we receive various viewpoints on the purpose of using the product, such as:
- Youth: “I drink milk to to quench my thirst"
- Middle-ages - customers who directly drink milk: "I drink milk to restore
my health. However, after drinking packaged fresh milk, I developed a stomach ache."
- Middle-ages - customers purchasing milk for their children: "I give milk to
my children because it is high in nutrition."
After analyzing consumer behavior, we provide the following product recommendations:
- Investigate and produce lactose-free dairy products that do not cause
digestive issues such as colic, bloating, diarrhea, or belching. Lactose-free
dairy products, after being treated with Lactase during the manufacturing
process, can thus aid in digestion. It still has the same nutrient-dense
structure as regular milk. Lactose-free milk contains the full amount of
protein, approximately 8 grams per 240 ml serving. This milk is also high in
micronutrients like calcium, phosphorus, and vitamin B12. -
Combining middle-aged customers' knowledge of dairy nutrition with
young people's fresh perspective on soft drinks. Proposing campaigns such
as "refreshing but still full of nutrition," "let soft drinks become healthier in quality." -
Widely sharing in the media about the scale of production, quality is
always at the forefront of the processes from the factory to the consumer.
* Place: Location always plays an important role as it is the direct place
where the product reaches the consumer.
In addition to offline locations such as markets, supermarkets, and TH True
Milk stores throughout the country, in order to keep up with current trends,
technological development, and online consumption quickly, conveniently,
and save time. We have some suggestions: -
TH True Milk must expand its sales channels through online
shopping platforms such as Tiki, Lazada, Shopee,... These
distribution channels will help the company to save a lot of
money because, in addition to meeting the main wholesale
demand, TH will only have to pay the cost of the contract
with the online channel as well as the purchase and delivery
portion. This helps the company to reduce costs and at the
same time reduce the search effort of customers.
Furthermore, customers can quickly and easily recognize
and refer to promotions and prices. -
To keep up with the TikTok trend, TH True Milk should
create channel content and open a TikTok Shop, combining
KOL, KOC, and affiliate programs to encourage customers' purchase behavior.
* Promotion: Promotion is one of the most important and necessary
components of any company's marketing mix strategy. Promotion strategy
encompasses all communication activities designed to convey the value of
products/services and persuade customers to purchase/use the business's products or services. Suggestions: -
Aside from media coverage, TH True Milk should
concentrate on customer loyalty policies for dairy products,
customer events, promotions,... When creating customer
loyalty through programs, customers' perceptions of product
prices change; customers will believe that the money they
spend is more valuable, resulting in customer loyalty to the product. -
Combining above-the-line activities to promote and build a
brand image with long-term and sustainable goals via mass
media such as TV, radio, print, and outdoor advertising...