MINISTRY OF EDUCATION HOA SEN UNIVERSITY FACULTY OF MARKETING PR ACTION PLAN FOR DALATMILK Subject: PUBLIC RELATIONS
Lecturer : Nguyễn Hồ Đăng Khương Class name : MK304DE02 - 0400 No. MSSV Name Work Evaluate 1 2180839 Nguyễn Trần Kim Ngân Messages & Strategy 100% 2 2197173 Nguyễn Phương Nghi Tools & Taget Media 100% 3 2199262 Nguyễn Thuý Vy Tatics 100% 4 2195131 Phan Ngọc Bảo Trân Intro & Objectives & 100% Audiences 5 2182813 Phan Thị Quỳnh Tiên Evaluation & Next 100% steps Table of Contents
1. Introduction..................................................................................................................... 1
a) Market overview........................................................................................................... 1
b) History begins..............................................................................................................1
c) Mission.........................................................................................................................2
d) Vision...........................................................................................................................2
e) Market Analysis (SWOT)..............................................................................................2
2. Objectives........................................................................................................................3
3. Target audience...............................................................................................................4
4. Messages.........................................................................................................................5
5. Strategy........................................................................................................................... 6
6. Tactics.............................................................................................................................. 8
7. Tools................................................................................................................................ 8
a) Online Magazine..........................................................................................................8
b) Social Media................................................................................................................9 o
Facebook..................................................................................................................9 o
Tiktok..................................................................................................................... 10 o
Youtube...................................................................................................................11 o
Influencers..............................................................................................................11
c) Event.......................................................................................................................... 12
d) CSR activities.............................................................................................................13 o
Milk support for underprivileged children affected by Covid-19............................13 o
Sponsor milk for vocational centers.......................................................................13 o
Raise funds to protect the environment...................................................................13
8. Target media..................................................................................................................14
9. Evaluation.....................................................................................................................16
10. Next step:.......................................................................................................................18
Timeline............................................................................................................................ 18
Event.................................................................................................................................26
Budget...............................................................................................................................27
REFERENCE........................................................................................................................ 29 1. Introduction a) Market overview
The liquid milk market's revenue reached 48.9 trillion, with a stable growth rate of 10%. It is
predicted to decrease but still close to 7% to reach 66 trillion by 2023.
Pasteurized milk: 84% Pasteurized milk: 4% the liquid milk market is less competitive than
the powdered milk segment because domestic firms have an advantage in supply. Company overview b) History begins
Dalatmilk has a long history, dating back to 1976, starting from the Phi Vang Dairy Cow
state-owned farm. In 1979, the first heifer was born, which was also the day when the first
milk began to flow, giving birth to the dream of a white plateau. In 2004, transformed into a
joint-stock company model. In 2009, the construction of a dairy factory and high-tech
livestock farm under the Dalatmilk brand was born. In 2010, inaugurated the first dairy
factory in the Central Highlands and received the certificate of food safety management according to ISO standards. 1 c) Mission
Dalat Milk has 3 main missions: effort, perseverance, and dedication
Effort: Dalat Milk constantly strives to become the pride of Vietnamese milk
Persistence: Milk production with a safe and clean closed process, towards the
environment and nature to create friendliness
Dedication: for the health of our customers, try to give our best d) Vision
Winning the trust of customers, Dalat Milk strives to create safe and quality products that
customers can trust completely. e) Market Analysis (SWOT) Strenght Weaknesses
Dalat Milk can be self-sufficient in its Dalat Milk does not have an effective
milk supply by raising its own cows, marketing strategy, so its product and
which makes milk production safer and brand recognition is much worse than better. competitors.
Dalat Milk is also used in restaurants to Milk market share is also low compared to process food and drinks
competitors, difficult to compete
Dalat Milk's main source of capital is
borrowed capital, so it cannot be self- sufficient in capital Opportunities Threats
The relatively rapid increase in population Currently, there are many milk brands
size opens up a large market for Dalat penetrating the Vietnamese dairy market, Milk
so Dalat Milk will have more competitors.
Consumers are tending to pay attention to Competition of alternative dairy products.
health, so they will choose safe and Currently, soy milk and nut milk are quality dairy products
growing strongly, creating great 2
The dairy market is on a strong and stable competition for the pasteurized milk
growth trend, which gives Dalat Milk the industry
opportunity to further develop in the dairy industry. 1. Objectives
Increase product adoption and reach potential customers and increase sales
According to statistics, the percentage of women in big cities is about 11.3 million people
between the ages of 15 and 49 who are potential customers. Insight
Customers do not like to drink pasteurized milk or fear that pasteurized milk will not be
good for their health. The customer may also think that pasteurized milk will taste better
than pasteurized milk or that the customer wants to change to a new type of milk to drink. S.M.A.R.T criteria
Specific: Increase access to pasteurized milk products and increase consumer awareness
about the benefits of pasteurized milk
Measurable: The goal of the business must be achieved: increase the number of likes
from 23.95 likes (20%). Raise awareness about pasteurized milk in the target market
group by 6% or about 678,000 people
Actionable: Dalat Milk is a brand that has been trusted and supported by customers,
the brand awareness of customers is also relatively stable, and the promotion of
potential customers to buy products is to increase revenue and keep customers. loyal goods
Relevant: After reaching customers, the brand's awareness will increase and reach the target customers directly 3 2. Target audience a. Company Analysis Segmentation
Dalat Milk divides the market into 3 main segments: Children, Teenagers and Elderly Demographic
Age: divided by age groups under 18 years old, from 19 - 64 years old, and over 65 years old
Occupation: diverse professions, but most are married women
Monthly income: because Dalatmilk is a brand with cow's milk products farmed in Vietnam
and 100% domestic production process, the price is a bit high on average. Therefore,
customers usually have stable and high incomes
Geographic: Focus on big cities such as Hanoi, Ho Chi Minh, Hai Phong, Can Tho, Da Nang, and Bien Hoa.
Psychographic: Want to use pasteurized milk, regularly pay attention to the health of yourself and your family.
Behavioral: Customers often go shopping at convenience stores and supermarkets. Know
how to take care of your health. b. Target audience
Age: Customers are mainly 18-25 years old, accounting for 58.1%
Gender: Both men and women can use it. in which, Male: 41.9%, Female: 58.1%,
women account for the majority of milk use Dalat Milk than men. Audience: Married women
Income: Middle range, between 3 million VND and 7 million VND
Mentality: Customers who have needs to use pasteurized milk, have health care needs
for themselves and their families, or customers who are easily influenced by other people's reviews before buying
Behavior: Customers often have the behavior of looking for reputable and quality dairy products c. Positioning 4
Compared to other competitors, Dalat Milk has an average price, neither too high nor too
low 36,000 VND (950ml), Vinamilk is priced at 32,000 VND (900ml), TH true MILK is
priced at 34,000 VND (950ml) and Meiji is priced at 72,000 VND (946ml)
The quality of Dalat Milk compared to competitors such as Vinamilk, TH true MILK, etc. is also quite good. d. Differentiation
Milk is made from pure fresh milk, all stages from processing to production and distribution
are carefully managed and guaranteed. Dalat Milk contains no preservatives. In addition, the
milk production process is closed 3. Messages
“Dalat Milk - an toàn, dinh dưỡng và trọn vẹn”
The main goal of this message is to affirm to the audience the safety of Dalat Milk
pasteurized milk. Thereby, reinforcing and removing the old view about the unsafety of 5
pasteurized milk from potential customers. This is not only an affirmation but also a promise
from the business. The promise to always put the health of our customers first. That will be
the brand motto for all future products of Dalat Milk. 4. Strategy
PR STRATEGY CYCLE MAP FOR DALAT MILK
General PR strategy for Dalat Milk: Promote Dalat Milk’s products more widely, increase
brand awareness along with awareness of 100% safe and quality products from Vietnam. Phase 1: Analyzing
- Analysis of information core value factors for PR strategy.
- Determine the materials needed for the next steps
- Factors to analyze: Positioning, Environment, Customer behavior, Situation 6
Through this phase, we will comprehensively grasp the current situation of Dalat Milk,
thereby using it thoroughly and appropriately when creating PR activities in combination
with the set goals. Analysis helps to orient the campaign development process, identify the
tasks to be performed, and the issues that need to be made to create a most appropriate
implementation process that will help shorten the implementation process and become more
successful. Besides, we can also avoid and deal with the risks that will be encountered
during the implementation process. Phase 2: Action
From the information obtained through phase 1, we adjust and decide what actions to take in
the campaign. These actions must be enforceable, in line with Dalat Milk's orientation. This
is one of the extremely important phases to determine the success of the campaign. This
stage needs to be done in a neat, professional, and careful manner. Regular monitoring will
be an essential element at this stage to minimize the risks of the campaign going astray.
In addition to the actions used to implement the main campaign such as Content creating,
choosing tools, and choosing channels, CR services are also activities that need to be built
and developed in a sustainable way. There is nothing better than keeping a good relationship
with old customers. They will contribute no small part in sharing with the "world" good
thoughts about Dalat Milk's products.
- Key activities to be implemented: Choosing tools, Choosing channels, CR services, Content creating
Phase 3: Report on the campaign
At this stage, we'll take a look at the stats that show the campaign's coverage and key
audiences. The reporting phase plays a fundamental role to improve and develop more for
the next activities in the campaign, even later campaigns.
Through the report, we can easily know which actions are working and need to be continued,
and which actions are not suitable so that we can adjust or remove them in time (this is
similar to using this report). for tools, channel, content)
- Collect data from activities by weekly, and monthly data to close the audience file. Phase 4: Evaluation and fixing 7
Evaluation is a process of gathering and analyzing information to understand the progress,
success, and effectiveness of a PR campaign. It is an important aspect of project
management, it can facilitate the successful completion of a campaign and make decisions
about the future of both current and other campaigns. .
The benefits of campaign evaluation range from optimized use of budgets and people to
improved stakeholder satisfaction. Furthermore, this phase at every stage of the project
reduces the risk of changing the project scope. Make sure that you conduct project reviews
during pre-, ongoing, and post-project phases to understand defects and requirements.
Finally, create a coarse adjustment strategy after each project to create a benchmark for future projects. 5. Tactics Raising brand awareness
o Run Facebook ads on Dalatmilk's fan page.
o Post advertorials with commercial content in online magazines.
o Organize an event with the intention of spreading knowledge about healthy
eating and ways to maintain it in the post-Covid era.
o Cooperate together with influencers to upload and share pictures of Dalatmilk's products. o Promote CSR activities
Promotion of high-quality products
o Post a press release about the quality of products on the company's website.
o Post product ads on social media. 6. Tools a) Online Magazine Online Number Title Main Content 8 newspaper sites of articles show the difference between
Facts you don't know about normal raw milk and pasteurized kenh14 1
Dalatmilk's pasteurized fresh fresh milk. The benefits of milk pasteurized fresh milk of Dalatmilk
Dalat Milk launches pasteurized Announcement of the launch of suckhoedoisong.v 1
fresh milk from famous dairy this product line and its price and n farming areas. composition Explain the difference between
Show mothers ways to pasteurized and pasteurized milk.
distinguish and choose Notes when choosing pasteurized afamily.vn 1
deliciously, quality pasteurized milk. And suggest the brand milk for their children name owns a good line of pasteurized milk for children b) Social Media o Facebook
Currently, Dalatmilk has a fan page on Facebook with 22,000 likes and 23,000 followers, but
the amount of interaction is still very low, so the brand needs to promote activities on this platform more. No. Formality Topic Content
Post with Quality of Dalatmilk's Did you know that DALAT MILK is made 1 image fresh milk product
entirely of fresh milk? Many liquid dairy 9
products are manufactured from either
totally powdered milk or one part powdered milk plus one part raw milk.
Dalatmilk Pasteurized Milk is one of the
few liquid milk products created entirely
from fresh cow's milk and natural
components, with no preservatives.
Organize a mini game Share immediately - get pasteurized fresh 2
Mini game with the gift of tickets to milk with nutritional supplements from
the event "Healthy with Dalat Milk Dalat Milk" for the 20 Requirements are as follows: luckiest customers. Like the Facebook page and Dalatmilk's post Comment any number and tag 5 friends. below the post Share the post on your wall o Tiktok
“Vietnam is the country with the highest number of users in Southeast Asia, with more than
14 million users. On average, each person spends more than 30 minutes a day on Tiktok. The
majority of Tik Tok users are Gen Z.” (TikTok Statistics In 2020 Marketers Should Know | Asia Travel Club, n.d.) Topic Content Nutritional snacks
Posting videos of making snacks from Dalatmilk’s products Benefits of fresh milk
Benefits that fresh milk brings to both children and adult 10 o Youtube
Create short 10-20s advertising clips to insert ads into videos on Youtube stories. With the
content "Dalatmilk is made entirely from fresh cow's milk, buy 10 get 1 free" o Influencers
Invite to post articles on their social media like Facebook, TikTok, or youtube as planned to
promote products and brands. The topic of the article is that drinking a glass of milk a day is
good for health with the hashtag #Dalatmilk #motlysuamoingay No Influencers Review content Formality Posting sites 1 Chau Bui sharing healthy foods, posting Fanpage supporting weight loss, posts+photos to Personal beautiful skin, integrating review personal Facebook Dalat Milk fresh milk experience products 2 Cam Cam the whole family prepares Cooking vlog Youtube Family meals from ingredients such using brand's as milk products in the ingredients section Duration:10-15 minutes 3 Baby Kopo Introduce Vietnamese brand - Formality: Short Tiktok Dalat Milk - to everyone, tiktok review increase awareness and help clip people better understand the Duration: 3 quality as well as the minutes difference between 11 pasteurized fresh milk and normal fresh milk on the market. c) Event
Organize the event "Healthy with Dalatmilk"
Location: Ho Chi Minh City, District 7 Budget: 200,000,000 VND Quantity: 200 people Time: 5 hours
Purpose: Share about proper nutrition, and tips to promote and protect health in the post- Covid
TA era: children, adolescents, adults, and the elderly Activities: Nutrition sharing workshop
Instructing customers to show off their mixing skills with chefs Dalatmilk's products
Organize sports games to help improve health such as basketball, tug of war, passing ball...
Lucky draw for attractive gifts: Dalat Milk milk carton teddy bear, key chain, products Dalat Milk… Q&A Event flow: - 8:00 AM: Reception - 8:30 AM: Opening ceremony
- 9:00 AM Workshop "Healthy with Dalatmilk"
- 10:00 AM: Guide customers to show off their mixing skills
- 10:30 AM: Team up to play games - 12:00 PM: Q&A - 12:30 PM: Lucky Draw - 13:00 PM: Ending and Goodbye 12 d) CSR activities
o Milk support for underprivileged children affected by Covid-19
With the complicated developments of the Covid-19 epidemic in Vietnam, taking care of the
entire population's health to prevent the disease is being placed on top priority. head. In
particular, children and especially children who are less fortunate, have difficult
circumstances, are unable to defend themselves, and have weak resistance are the subjects
that are in dire need of the community's care. Even among those children, there are those
who have lost their parents because of Covid-19.
Milk is known as an essential food present in every nutritional pyramid, rich in vitamins
such as vitamin A, vitamin D, and vitamin B and trace elements such as Calcium,
Magnesium, Phosphorus, and Selenium. Therefore, regular milk consumption will support
the immune system, increase resistance, develop the nervous system and maintain
metabolism. Therefore, we want to sponsor 1 million glasses of milk for less fortunate
circumstances, hoping to help them overcome their pain and have a more comprehensive development.
o Sponsor milk for vocational centers
With the standards of milk foam, helping to bring excellent coffees handed down by barista
masters, Dalatmilk is proud to be the sponsor of vocational training centers, with which I
hope to make some contribution to future baristas.
o Raise funds to protect the environment
According to many international experts, Vietnam is currently facing many serious
environmental problems such as deforestation, soil erosion, and over-exploitation. Coastal
resources threaten ecosystems, biodiversity, and genetic depletion. This environmental
situation, coupled with climate change and sea-level rise, are posing hot issues and
challenges for Vietnam's rapid and sustainable development in the near future ( it is one of
the five countries most affected by climate change). Understanding the importance of
environmental protection, with each product sold, Dalatmilk will deduct 5% of profits into 13
the environmental protection fund, contributing to greening the Earth and protecting our health. 7. Target media No Online Posting Influence level Readers . newspapers sites category
Newspaper site with a Readers at 15-30 discovery
very high number of are people who love
visits per day. Ads on to update trends 1 kenh14
this page will easily continuously reach the target customers of subgroups As the mouthpiece of Women care about nutrition the Ministry of health and Health, specializing knowledge about in writing family 2 suckhoedoisong.vn information related to health, nutrition and healthy sports lifestyle. 3 afamily.vn As a news site The majority of consumption specializing in useful readers are female, information about in which the women, family life, young age group entertainment, accounts for the beauty and the latest most, followed by fashion trends. the age group from 14 25-35 years old No. Influencers General information
One of the most well-known young families on social media
has a huge fan base throughout MXH platforms. Every Cam
Cam Family video and photo that is shared gets a lot of 1 Cam Cam Family
attention. The YouTube channel has 998 thousand subscribers,
with each vlog getting around 300,000 and more than 2 millions of views on average.
Chau Bui is a hot girl photo model that is popular with modern
lifestyle and attracts young people. She always takes care of 2 Chau Bui
herself by eating healthy and exercising. Chau Bui knows how
to impress viewers with her toned, sexy body. She has become
a role model for many young people today to follow
Hot TikToker Baby Kopo Home has a large following on
social media. She has over 3.6 million followers on her Tik
Tok account. In addition, her personal page has over 50,000 3 Babykopo home
followers and her YouTube channel has nearly 1 million
subscribers. Every time she appears in a video, she always
gives viewers positive energy and transmits content through her lovely voice 8. Evaluation 15 Evaluation indicators:
Number of interactions: Including reach, likes, and shares, interactions on social
networking sites such as e-newspaper, Youtube, Facebook, Tiktok
Public reaction (Sentiment) when mentioning the brand and campaigns of the brand:
We will measure by tracking the interactions with Dalatmilk's posts, and the
responses to know the public's reaction
Revenue: an effective communication campaign is a campaign that after taking place, the revenue has increased Supporting tools
Google Analytics: used to analyze indicators on Google, Interaction index in newspaper pages.
Facebook Analytics: used to analyze the effectiveness and coverage of Facebook ads
YouTube Analytics: used to analyze the coverage of the videos of influencers on youtube No Tools Detail KPI Kenh14 Online 1 Suckhoedoisong.vn 100.000 reach newspaper Afamily.vn Facebook ads 30000 reach, 500 engagement 2 Social media Youtube ads 100.000 view, 3000000 reach Tiktok 10000 click 3 Influencers Châu Bùi
Bring brand to target audience, increase brand awareness, engagement Cam Cam Family
Bring brand to target audience, 16