Current Marketing Stuation - HA

8/13/2019 Current Marketing Stuation - HA

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Current marketing stuation

I. Environmental analysis1. Economic analysis

In the recent year, inflation always is the first matter of concern in Vietnam

economy. In particular, in 2011, although the government used many methods toreduce the increase of inflation it still remains in the top highest rate of inflation

in the world, 1!."!#. $owever, Vietnams %&' still rises to ".!(# that is higher than

other regional countries )'hilippines *.+#, ingapore ".-#, and alaysia ".2#/

thought the economy is eperiencing in the period of recession.)httpen.wikipedia.org/

3oth the economy in Vietnam and in the world closely related to the operatingactivities of 4$ 4rue ilk. 4he effect of the glo5al recession and the high rate of

inflation are two serious pro5lems 4$ 4rue ilk facing. 6n other hand, the real income

in Vietnam is high. $ence, 4$ 4rue ilk should focus on developing domestic

market, which has less trou5les and 5etter condition than foreign countries.

2. 'olicy analysis

Vietnam has only one party 7 Communist 'art of Vietnam holding the most powerfulposition in all respects of the country )including policy, economy, and society/. In

addition, there are not severe armed conflicts. 4herefore, government sta5ility has

5een a constant in Vietnam while neigh5ors including 4hailand continue to remainmind in internal strife. In other words, Vietnam is a peaceful country and it is a safe

condition for 4$ 4rue ilk to develop. In front of happening of a list of food

poisoning particularly ilk contains melamine, the government issued regulationsa5out 8ood afety 9aw. )httpvfa.gov.vn/. 4he re:uirements of 8ood afety and

$ygiene will increase the cost of firm 5ut it also 5uild up the trust of customers if 4$4rue ilk has cleaner milk production process and following the 9aw on ;uality of

'roducts and %oods.

-. &emographic analysis

Vietnamese population, which is more than (0 million people, ranks the -rd in outh East


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and underweight, making the country one of the world>s 20 worst performers in child

nutrition. )httpwww.asiaone.com/. 4he facts prove that the society have paid litter

attention on Children$ealth. ?evertheless, the life of Vietnamese children today is

much 5etter than it is in 2 decade ago. 4he data shows the 5ad situation 5ut the fact

that the %overnment, the society and parents are caring for children more and more

should 5e admitted. ?ational Institute of ?utrition director ?guyen Cong @han saidVietnam had made fast and sustaina5le progress in reducing the malnutrition rate inrecent years. < children o5Aect is one of the targets customers of 4$ 4rue lik, so the

company should participate to the revolution of improving the Children$ealth in order

to 5uild up the trust in customer and epand the market. Culture is a challenge for 4$

4rue ilk. In fact, most Vietnamese people do not have the ha5it of drinking milk

daily.

". ?atural analysis

Vietnam is long and narrow country, lying in the tropical Bone. 4he country is influenced5y a monsoon climate, with four distinct seasons and high humidity. 4his weather is

suita5le for grasses and dairy castles grow fast, 5ut for insects, 5atteries and viruses toepand easily. 8or this case, 4$ 4rue ilk should fa5ricate the rigorous monitoring andevaluation system, and apply technology in the production process to reduce disease of

cows and produce clean milk with high :uality.

=. 4echnological environment

4oday, the science and technology are 5ecoming increasingly important, and have

many applications in the life and production. ?ow, 4$ 4rue ilk owns the most modern

production lines in Vietnam which ensure the :uality and hygiene. o 4$ 4rue ilkshould keep and develop these competitive advantages.

II. C6'E4I4IVE


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3ase egmentation Charateristics

%eographic F * main 5ranches $o Chi

inh, Can 4ho, &a ?ang and

$a ?oi cityF

8ocus on developing in Vietnam

dairy market and concentrate on

large cities. )in which people tendto drink more milk/

&emographicK 3ehavioral

Children F ?o income

F edium usage rate and

F edium loyalty statusF 3enefits sought

F %ender

F &o not have a5ility to work yetno income

F


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Chi inh City. Gp to &ecem5er -1, 200(, the products are sold through 2*0 distri5utors

with more than 1*0,000 retailers in =* provinces. 3eside, Vinamilk also eport a huge

num5er of products to 1= nations. $owever, Vinamilk still focus on developing theproducts in Vietnam market and concentrating on large cities such as $a ?oi, &a ?ang,

and $o Chi inh City where there eists a high population density. )Vinamilk.com/

4he second com5ination is demographic and 5ehavioral segmentation, as we can see very

clearly from the ta5le a5ove there are differences 5etween - age groups, the factors

affecting strategies of 4$ 4rue ilk and reflect the different tastes of customer forinstance Income, usage rate, age, loyalty status, genderL etc. 8rom the 5eginning, 4$

4rue ilk had great success with kid milk products on the demographic segmentation for

children from =F12 years old. 4hese products 5rought the most profita5le to 4$ 4rue

ilk Company.

4he third segmentation is psychographic, 4$ 4rue ilk understands the tastes of

customers and introduce many products to meet customer needs for eample 100# fresh

milk is a product like that it aims to reflect a healthy lifestyle. 4he decision type )etentof pro5lem solving/ for the product limited pro5lem solving F some information sought

usually a preference for 5rand or store.


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?o additives. 100# fresh cow milk so you can enAoy the natural goodness in every drop.

4aste the difference of fresh, pure milk from a farm with international standards.

TH true MILK UHT Less Sugar Fresh Milk (1Liter/180ml/110ml)


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?o additives.

4he first fresh milk product in the market with reduced sugar content. 9ess sugar, 5ut all

the nutritional value for your complete development. 8eel the difference in every drop ofreduced sugar milk, which meets your nutritional needs.

TH true MILK UHT Sweetene Fresh Milk (1Liter/180ml/110ml)

?o additives.

&elicious and nutritious, your perfect choice. 8eel the difference in every drop ofnaturally sweet and healthy milk.

TH true MILK ! UHT Fresh Milk "e #$llagen (180ml)


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?atural goodness for naturally young skin.

Collagen helps retain the skin elasticity.

4$ true I9@, which perfectly maintains natural goodness in each drop of milk,provides essential nutrients for your immunity and physical health every day.

oreover, in respond to the demand for supple skin and silky hair, 4$ true I9@

launches the new product G$4 8resh ilk


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Calcium and ynergy 1, derived from Chicory root from 3elgium. ynergy 1 is

scientifically proved to increase Calcium a5sorption.

EnAoy more natural nutrients for you to 5e always strong in life.

TH true MILK UHT Pure Fresh #h$'$late Milk (180ml)

?atural flavoring and coloring.

4he 5estFselected ingredients have come together in the new delicious and nutritious

product. 9et every drops of milk leaves you wanting for more of that tasty chocolate andsweetness of pure, fresh milk.

TH true MILK UHT Strawerr& Fresh Milk (180ml)

?atural flavoring, natural straw5erry.

'ure, delicious milk flavored with fresh straw5erries gives you a uni:ue, mouthFwateringtaste. 8eel the difference in every drop of healthy and delicious straw5erryFflavored milk.

Price

'rice is considered to 5e among the most importance competitive factors for all

enterprises. 4he price of 4$ 4rue ilk products in 4$ 4rue art is not similar to those

sold in supermarket or retailers. In detailsK In 4$ 4rue art * items1 package 22.!"0 V?&

K In supermarkets * items1 package 2-."!" V?&

K In retail stores * items 1 package 2=."00 V?&

&epending on each distri5ution channels, there will 5e different kind of discountsale

events. In the race with other domestic 5rands, 4$ 4rue ilk always remain the

price :uite sta5le )have some adAustments in line with the market price/. Currently, theprice of 4$ 4rue ilk e:ual 1- the price of foreign milk. In addition, for the fresh

milk, 4$ 4rue ilk has the marketing campaign to raise the core value in customers

mind with the reasona5le priceL..


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Placement

4$ 4rue ilkHs distri5ution network is a significant competitive advantage in theVietnam marketplace that is difficult for competitor to match. 4he company owns

its own retail and wholesales distri5ution system across the country in some certain

provinces. 4$ 4rue ilk also sells directly to supermarkets, offices, factories, and itsnutrition consultancies. 4he company plans to increase marketing campaigns in parallel

with developing more outlets to increase sales .

Promotion

Instead of specific promotion, 4$ 4rue ilk focuses on advertising and '. 4he

messages that 4$ 4rue ilk wants to convey through its promotion campaign are

eaffirming the position ?o.1 of trademark Esta5lishing the 5rand as the proud of Vietnamese Esta5lishing the emotional value 4$ 4rue ilk F the sym5ol of a healthier lifeJ.

In terms of advertising, media, internet, press, outdoor activities are the effective

tools that 4$ 4rue ilk utiliBes to achieve their goals of creating the core value incustomers mind. In addition, the content of advertisements is also the important

factors which make 4$ 4rue ilk so popular. Especially, 5oth children and aldutls

love and remem5er much a5out 4$ 4rue ilk products.In term of ', there is a lot of news written a5out the :uality, the dominant advantages,

and the new advanced processed milk technology.

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Current Marketing Stuation - HA