Vinamilk - Bài báo cáo nhóm hành vi khách hàng - tài liệu tham khảo | Đại học Hoa Sen

Vinamilk - Bài báo cáo nhóm hành vi khách hàng - 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 cao cũng như có thể vận dụng tốt những kiến thức mình đã học.

 

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Môn: Digital marketing

Trường: Đại học Hoa Sen

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Tác giả:

Profile Kim Oanh
5) How did Vinamilk apply successfully the marketing mix strategy in the
past?
Being established in 1976 after 1 year of national liberation, Vinamilk has kept
trying continuously in order to be the most popular milk brand in Viet Nam until now.
Definitely, Vinamilk had to experience many kinds of troubles during the operation
period but it’s still the greatest brand of Vietnamese. In 2020, we witnessed an extremely
terrible phenomenon: an outbreak of novel viruses. Most citizens as well as businesses
have to live in social distancing conditions, however, Vinamilk, which supplies necessary
necessities for all citizens in Vietnam, still operated and overcome the epidemic easily.
Additionally, Vinamilk informed about their total revenue in 2022 at around 16 trillion
VND while PAT ( profit after tax) was represented at surround 2 trillion VND (Hà, 2022).
What did Vinamilk do in order to be successful in the market?
Definitely, when consumers in Viet Nam have any demand in purchasing dairy
products. The first brand appears in the purchaser’s mind, which may be Vinamilk. It is
able to be considered that Vinamilk has effective marketing strategies to raise higher
awareness of their consumer that this company provides both high-quality and affordable
price products. One of the biggest accomplishment of the company needs to be
mentioned using the ingenious marketing mix to affirm their brand.
Thương hiệu sữa hàng đầu Việt Nam
5.1) Product:
5.1.1) List of Products:
Not only diversity but also abundance in product portfolio with over 200 kinds
of goods including condensed milk, powdered milk, nutritional powder, fresh milk, ice
cream, yogurt, and cheese, namely but a few helped Vinamilk meet any demand of their
customers rapidly. Although diverse products are able to minimize risk for the company,
this strategy is likely to create some difficulties such as management, product
preservation as well as product distribution. The solution is given by experts to solve
these troubles that are paying attention to attractive products instead of finding ways to
boost the sale of unsightly items. Launching products that are suitable for all age create
many opportunities for Vinamilk to approach its targets.
Powder milk for kids:
Being a high-reputation company in Viet Nam, Vinamilk always commits to
their customer that they will try to bring the best thing to both parents and children.
Therefore, it introduced vast hordes of powdered milk with different functions.
Optimum gold
For newborn:
20% DHA supplement for developing brain.
The combination between Omega 3 and 6 help improve cognitive ability.
Optimum gold
For preschooler:
Enhancing resistance by containing a lot of effective vitamins
improving height
Yogurt:
Vinamilk company always operates with criteria that put customers’ health on
priority. The senior leadership allows using state of art technology during the
manufacturing period so that Vinamilk guarantees affordable cost and high-quality
products. Therefore, most of Vinamilk’s products dominate the majority of the market
share to be mentioned such as 54,5% domestic milk, 40,6% powder milk, 33,9% drink
yogurt, 84,5% yogurt, and 79,7% condensed milk (Lam, 2022). Yogurt production is
produced with natural fermentation technology, which supplies 3 times calcium for strong
bone.
Dielac Pedia
For preschooler:
Appetite stimulation because of having Zinc, Vitamin group B
Supporting for Digestive system
5.2) Price:
Vinamilk at present is launching many types of products, however, this company
still emphasizes on price strategy. Despite of atrocious consequences of covid-19,
changing in the price of materials are leading to many bad results for all of businesses in
every corner of the world, but Vinamilk accepts that they will be declined in their revenue
to have an inexpensive price product for the working class. Specifically in 1 quarter of
st
2022, the total PAT of Vinamilk obtained 2,280 billion VND and this revenue was lower
than 12% in the 1 quarter of 2021 (baochinhphu.vn, 2022). This is able to be observed
st
that the slight decrease comes from the burden of either input materials or transportation
costs. In the past, domestic customers often think that foreign products will be better than
national goods, but they did not know all of the materials of domestic goods that it was
imported by the manufacturer.
5.3) Place:
The main purpose of Vinamilk throughout 47 years is to create a system that
guarantees in supplying their product to customers as rapidly as possible. Therefore,
customers may be easy to find out Vinamilk in 3 main distribution channels. Firstly,
Vinamilk goods are shown at supermarket systems in Viet Nam such as Big C, Giga Mall,
AEON Mall, or convenience stores. The second distribution channel comes from special
areas such as schools, restaurants, or resorts. The last distribution channel is distributors
and retailers, and Vinamilk revealed in 2019 that they had at least 208 distributors and
250.000 retailers after 23 years of continuous development (Vinamilk, 2019).
Additionally, the noticeable development of the Internet allows customers to purchase
online through www.giacmosuaviet.com.vn which helps total sales of Vinamilk increase
by 50% and this result has continuously climbed since 2018. International market
expansion brought plenty of profits for Vinamilk. In other words, in 2020 Vinamilk
gained 5,561 billion VND, and this revenue was higher than 7,4%, in comparison with
total exporting in 2019 (Vinamilk, 2021b).
5.4) Promotion:
Multimedia marketing in the marketing strategies of Vinamilk always tries
to inspire the key message that is “100% pure fresh milk”. The deeper meaning of this
key message is affirming competitive advantage and increasing reliability with their
customers. In advertising strategies, Vinamilk usually puts unlimited creativity spirit on a
priority. As a company specializing in the production of dairy milk, the feature of
Vinamilk will be relative to the image of the cow. Especially, the funny image will attract
young customers such as cow dancing, and cow singing….
5.4.1) advertisement:
One of the greatest factors in the past leading Vinamilk to be renowned could
be the perfect combination of advertising on diverse channels such as TVC, Radio, and
Social media.
TVC: a short advertisement often prepares carefully with suitable
incorporation of sound, images, and movement. Moreover, this video is regularly
replayed many times on HTV7, and HTV9…..
Radio: Audio clips are allowed for playing in limited times, specifically 50s.
However, Vinamilk still has enough time to spread all the necessary information by
intelligent information selection.
Social Media: In 2020, when all of the citizens in Viet Nam have to live in
quarantine period, they might see a hashtag #Vinamilkcungvietnamkhoemanh,
#Vaccinecovid19chotreem on many kinds of social media such as Facebook, TikTok,
Instagram… This message from Vinamilk responded noticeably with over 700,000
reactions and 14.198 shares, and Vinamilk was successful in raising higher awareness
among their customer in restricting community transferring and brand identity(Vinamilk,
2021a).
5.4.2) PR:
Vinamilk always carries out some campaigns which bring a benevolence
meaning to society. These campaigns often tend toward to poverty families in order to
help them have a better future. The campaign called "6 million glasses of milk” of
Vinamilk was enthusiastic support by the government in 2009 (Đặng, 2009). In this
phenomenon, Vinamilk donated 25 billion VND to Red Cross in order to support children
who didn’t have enough money for studying purposes.
Moreover, the campaign called “Fund of 1 Million Trees” in 2020 created a
noticeable impression on mass communication. This fund was similar to a warning to
citizens in Viet Nam. This means that the forest in Viet Nam was cutting down too much
for meeting the business demand. After running this campaign, Vinamilk got 1.121.000
trees which exceeded the expected number. Additionally, 270.000 trees were given for 2
provinces, Tuyen Quang and Thai Nguyen respectively (B.H, 2020).
Reference
baochinhphu.vn. (2022, Tháng Năm 9). Giá nguyên liệu tăng, lợi nhuận quý I của
Vinamilk giảm. baochinhphu.vn. https://baochinhphu.vn/gia-nguyen-lieu-tang-loi-
nhuan-quy-i-cua-vinamilk-giam-102220509131612816.htm
B.H T. T. (2020, Tháng Chạp 7). Quỹ 1 triệu cây xanh chính thức chạm đích với
1.121.000 cây xanh. TUOI TRE ONLINE. https://tuoitre.vn/news-
20201207181122999.htm
Đặng, D. (2009, Tháng Năm 25). Quỹ 6 triệu ly sữa cho trẻ em Việt Nam mang 81.240 ly
sữa tươi đến với trẻ em có hoàn cảnh khó khăn tỉnh Lâm Đồng.
http://www.molisa.gov.vn:80/Pages/tintuc/chitiet.aspx?tintucID=8194
Hà, L. (2022, Tháng Mười 28). Vinamilk: Doanh thu quý III/2022 ổn định ở mức cao, chi
nhánh nước ngoài tăng trưởng ấn tượng. https://dstock.vndirect.com.vn/tin-
tuc/tin-doanh-nghiep/vinamilk-doanh-thu-quy-iii2022-on-djinh-o-muc-cao-chi-
nhanh-nuoc-ngoai-tang-truong-an-tuong-10248018
Lam P. (2022, Tháng Tư 13). Vinamilk: Cần nhìn lại thị phần đánh giá đúng tăng trưởng
doanh nghiệp. Thị trường Biz. https://thitruongbiz.vn/vinamilk-can-nhin-lai-thi-
phan-danh-gia-dung-tang-truong-doanh-nghiep-5868.html
Vinamilk, tin tức. (2019, Tháng Hai 22). Vinamilk—23 năm liền chinh phục niềm tin
người tiêu dùng Việt Nam. https://www.vinamilk.com.vn/vi/thong-cao-bao-
chi/1841/vinamilk-23-nam-lien-chinh-phuc-niem-tin-nguoi-tieu-dung-viet-nam
Vinamilk, tin tức. (2021a, Tháng Tám 20). Chiến dịch “Bạn Khỏe Mạnh, Việt Nam Khỏe
Mạnh” của Vinamilk hoàn thành chuỗi hoạt động đầu tiên với nhiều kết quả ấn
tượng. https://www.vinamilk.com.vn/vi/tin-tuc-su-kien/2324/chien-dich-ban-
khoe-manh-viet-nam-khoe-manh-cua-vinamilk-hoan-thanh-chuoi-hoat-dong-dau-
tien-voi-nhieu-ket-qua-an-tuong
Vinamilk, tin tức. (2021b, Tháng Chín 10). Vinamilk tiếp tục khẳng định uy tín về xuất
khẩu, tăng trưởng ổn định trong đại dịch.
https://www.vinamilk.com.vn/vi/mobile/tin-tuc-su-kien/2332/vinamilk-tiep-tuc-
khang-dinh-uy-tin-ve-xuat-khau-tang-truong-on-dinh-trong-dai-dich
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5) How did Vinamilk apply successfully the marketing mix strategy in the past?
Being established in 1976 after 1 year of national liberation, Vinamilk has kept
trying continuously in order to be the most popular milk brand in Viet Nam until now.
Definitely, Vinamilk had to experience many kinds of troubles during the operation
period but it’s still the greatest brand of Vietnamese. In 2020, we witnessed an extremely
terrible phenomenon: an outbreak of novel viruses. Most citizens as well as businesses
have to live in social distancing conditions, however, Vinamilk, which supplies necessary
necessities for all citizens in Vietnam, still operated and overcome the epidemic easily.
Additionally, Vinamilk informed about their total revenue in 2022 at around 16 trillion
VND while PAT ( profit after tax) was represented at surround 2 trillion VND (Hà, 2022).
What did Vinamilk do in order to be successful in the market?
Definitely, when consumers in Viet Nam have any demand in purchasing dairy
products. The first brand appears in the purchaser’s mind, which may be Vinamilk. It is
able to be considered that Vinamilk has effective marketing strategies to raise higher
awareness of their consumer that this company provides both high-quality and affordable
price products. One of the biggest accomplishment of the company needs to be
mentioned using the ingenious marketing mix to affirm their brand.
Thương hiệu sữa hàng đầu Việt Nam 5.1) Product:
5.1.1) List of Products:
Not only diversity but also abundance in product portfolio with over 200 kinds
of goods including condensed milk, powdered milk, nutritional powder, fresh milk, ice
cream, yogurt, and cheese, namely but a few helped Vinamilk meet any demand of their
customers rapidly. Although diverse products are able to minimize risk for the company,
this strategy is likely to create some difficulties such as management, product
preservation as well as product distribution. The solution is given by experts to solve
these troubles that are paying attention to attractive products instead of finding ways to
boost the sale of unsightly items. Launching products that are suitable for all age create
many opportunities for Vinamilk to approach its targets. 
Powder milk for kids:
Being a high-reputation company in Viet Nam, Vinamilk always commits to
their customer that they will try to bring the best thing to both parents and children.
Therefore, it introduced vast hordes of powdered milk with different functions. Optimum gold For newborn:
20% DHA supplement for developing brain.
The combination between Omega 3 and 6 help improve cognitive ability. Optimum gold For preschooler:
Enhancing resistance by containing a lot of effective vitamins improving height Dielac PediaFor preschooler:
Appetite stimulation because of having Zinc, Vitamin group B
Supporting for Digestive systemYogurt:
Vinamilk company always operates with criteria that put customers’ health on
priority. The senior leadership allows using state of art technology during the
manufacturing period so that Vinamilk guarantees affordable cost and high-quality
products. Therefore, most of Vinamilk’s products dominate the majority of the market
share to be mentioned such as 54,5% domestic milk, 40,6% powder milk, 33,9% drink
yogurt, 84,5% yogurt, and 79,7% condensed milk (Lam, 2022). Yogurt production is
produced with natural fermentation technology, which supplies 3 times calcium for strong bone. 5.2) Price:
Vinamilk at present is launching many types of products, however, this company
still emphasizes on price strategy. Despite of atrocious consequences of covid-19,
changing in the price of materials are leading to many bad results for all of businesses in
every corner of the world, but Vinamilk accepts that they will be declined in their revenue
to have an inexpensive price product for the working class. Specifically in 1st quarter of
2022, the total PAT of Vinamilk obtained 2,280 billion VND and this revenue was lower
than 12% in the 1st quarter of 2021 (baochinhphu.vn, 2022). This is able to be observed
that the slight decrease comes from the burden of either input materials or transportation
costs. In the past, domestic customers often think that foreign products will be better than
national goods, but they did not know all of the materials of domestic goods that it was imported by the manufacturer. 5.3) Place:
The main purpose of Vinamilk throughout 47 years is to create a system that
guarantees in supplying their product to customers as rapidly as possible. Therefore,
customers may be easy to find out Vinamilk in 3 main distribution channels. Firstly,
Vinamilk goods are shown at supermarket systems in Viet Nam such as Big C, Giga Mall,
AEON Mall, or convenience stores. The second distribution channel comes from special
areas such as schools, restaurants, or resorts. The last distribution channel is distributors
and retailers, and Vinamilk revealed in 2019 that they had at least 208 distributors and
250.000 retailers after 23 years of continuous development (Vinamilk, 2019).
Additionally, the noticeable development of the Internet allows customers to purchase
online through www.giacmosuaviet.com.vn which helps total sales of Vinamilk increase
by 50% and this result has continuously climbed since 2018. International market
expansion brought plenty of profits for Vinamilk. In other words, in 2020 Vinamilk
gained 5,561 billion VND, and this revenue was higher than 7,4%, in comparison with
total exporting in 2019 (Vinamilk, 2021b). 5.4) Promotion:
Multimedia marketing in the marketing strategies of Vinamilk always tries
to inspire the key message that is “100% pure fresh milk”. The deeper meaning of this
key message is affirming competitive advantage and increasing reliability with their
customers. In advertising strategies, Vinamilk usually puts unlimited creativity spirit on a
priority. As a company specializing in the production of dairy milk, the feature of
Vinamilk will be relative to the image of the cow. Especially, the funny image will attract
young customers such as cow dancing, and cow singing…. 5.4.1) advertisement:
One of the greatest factors in the past leading Vinamilk to be renowned could
be the perfect combination of advertising on diverse channels such as TVC, Radio, and Social media.
TVC: a short advertisement often prepares carefully with suitable
incorporation of sound, images, and movement. Moreover, this video is regularly
replayed many times on HTV7, and HTV9…..
Radio: Audio clips are allowed for playing in limited times, specifically 50s.
However, Vinamilk still has enough time to spread all the necessary information by
intelligent information selection.
Social Media: In 2020, when all of the citizens in Viet Nam have to live in
quarantine period, they might see a hashtag #Vinamilkcungvietnamkhoemanh,
#Vaccinecovid19chotreem on many kinds of social media such as Facebook, TikTok,
Instagram… This message from Vinamilk responded noticeably with over 700,000
reactions and 14.198 shares, and Vinamilk was successful in raising higher awareness
among their customer in restricting community transferring and brand identity(Vinamilk, 2021a). 5.4.2) PR:
Vinamilk always carries out some campaigns which bring a benevolence
meaning to society. These campaigns often tend toward to poverty families in order to
help them have a better future. The campaign called "6 million glasses of milk” of
Vinamilk was enthusiastic support by the government in 2009 (Đặng, 2009). In this
phenomenon, Vinamilk donated 25 billion VND to Red Cross in order to support children
who didn’t have enough money for studying purposes.
Moreover, the campaign called “Fund of 1 Million Trees” in 2020 created a
noticeable impression on mass communication. This fund was similar to a warning to
citizens in Viet Nam. This means that the forest in Viet Nam was cutting down too much
for meeting the business demand. After running this campaign, Vinamilk got 1.121.000
trees which exceeded the expected number. Additionally, 270.000 trees were given for 2
provinces, Tuyen Quang and Thai Nguyen respectively (B.H, 2020). Reference
baochinhphu.vn. (2022, Tháng Năm 9). Giá nguyên liệu tăng, lợi nhuận quý I của
Vinamilk giảm. baochinhphu.vn. https://baochinhphu.vn/gia-nguyen-lieu-tang-loi-
nhuan-quy-i-cua-vinamilk-giam-102220509131612816.htm
B.H T. T. (2020, Tháng Chạp 7). Quỹ 1 triệu cây xanh chính thức chạm đích với
1.121.000 cây xanh. TUOI TRE ONLINE. https://tuoitre.vn/news- 20201207181122999.htm
Đặng, D. (2009, Tháng Năm 25). Quỹ 6 triệu ly sữa cho trẻ em Việt Nam mang 81.240 ly
sữa tươi đến với trẻ em có hoàn cảnh khó khăn tỉnh Lâm Đồng.
http://www.molisa.gov.vn:80/Pages/tintuc/chitiet.aspx?tintucID=8194
Hà, L. (2022, Tháng Mười 28). Vinamilk: Doanh thu quý III/2022 ổn định ở mức cao, chi
nhánh nước ngoài tăng trưởng ấn tượng. https://dstock.vndirect.com.vn/tin-
tuc/tin-doanh-nghiep/vinamilk-doanh-thu-quy-iii2022-on-djinh-o-muc-cao-chi-
nhanh-nuoc-ngoai-tang-truong-an-tuong-10248018
Lam P. (2022, Tháng Tư 13). Vinamilk: Cần nhìn lại thị phần đánh giá đúng tăng trưởng
doanh nghiệp. Thị trường Biz. https://thitruongbiz.vn/vinamilk-can-nhin-lai-thi-
phan-danh-gia-dung-tang-truong-doanh-nghiep-5868.html
Vinamilk, tin tức. (2019, Tháng Hai 22). Vinamilk—23 năm liền chinh phục niềm tin
người tiêu dùng Việt Nam. https://www.vinamilk.com.vn/vi/thong-cao-bao-
chi/1841/vinamilk-23-nam-lien-chinh-phuc-niem-tin-nguoi-tieu-dung-viet-nam
Vinamilk, tin tức. (2021a, Tháng Tám 20). Chiến dịch “Bạn Khỏe Mạnh, Việt Nam Khỏe
Mạnh” của Vinamilk hoàn thành chuỗi hoạt động đầu tiên với nhiều kết quả ấn
tượng. https://www.vinamilk.com.vn/vi/tin-tuc-su-kien/2324/chien-dich-ban-
khoe-manh-viet-nam-khoe-manh-cua-vinamilk-hoan-thanh-chuoi-hoat-dong-dau-
tien-voi-nhieu-ket-qua-an-tuong
Vinamilk, tin tức. (2021b, Tháng Chín 10). Vinamilk tiếp tục khẳng định uy tín về xuất khẩu, tăng trưởng ổn định trong đại dịch.
https://www.vinamilk.com.vn/vi/mobile/tin-tuc-su-kien/2332/vinamilk-tiep-tuc-
khang-dinh-uy-tin-ve-xuat-khau-tang-truong-on-dinh-trong-dai-dich