CUSTOMER ANALYSIS

By identifying precisely customer’s expectations of company products, we try to make

the process of producing and distributing items as efficient as possible to maximize
customer’s satisfaction.

1. Segmentation
1.1.Age
a. Under 15 years old

For the market segment, children account for 23% (UNFPA, 2014) of the total
population of the country. Children needs a large amount of nutrients for their
comprehensive development, they drink milk 1-2 times per day and they are the
main customers using fresh milk, so this is the targeted customers of dairy market.

b. 15 to 59 years old

Adults account for 69% (UNFPA, 2014) of the country's population, a high
percentage. This is a laborer who has income and has expense so they purchase
base on product quality and brand. At this age, they tend to buy fresh milk for their
children, instead of themselves.

c. 60 and above

Elderly account for 8% (UNFPA, 2014) of the population, a relatively small

percentage, and most of them now use powdered milk to improve their health
instead of fresh milk, so we need to convince to make them change their milk
consumption trend.

1.2.Geographic

Based on population density and consumption of manure products, the market

is divided into two segments, urban and rural

a. Rural

According to Vietnam Government research in 2019, rural population density is

account for a high proportion of 65,6%, people’s living standard here is better now,
they started to buy more dairy product for their children than in the past, but not all
of them did that, the population density here is also low compared to the city.

b. Urban

Urban population accounts for 34,4% of the country's population (Vietnam

Government research in 2019) and tends to increase in the future. The density of
people in urban areas is high, so it is easy to distribute products, the income of
urban people is higher too, compared too rural ones, so they are more concerned
about their health and often use milk for the whole family. They are often loyal to
the selected dairy product, especially for Vinamilk fresh milk, 80% of the milk is
consumed.in Hanoi and Ho Chi Minh City.

2. Targeting

The main segmentation that Vinamilk targets is children under 15 years old.

The reason why Vinamilk chose this segmentation is because at this age children
need a large amount of nutrients to help the body develop in balance. Therefore,
parents always pay special attention to the product that can help children at this age
to have a comprehensive development and Vinamilk is totally meet children needs,
so the demand for milk at this stage is much higher than in the rest periods

3. Positioning
 Product

To meet the needs of target customers, Vinamilk’s commits to bring optimum

nutrition, with many kinds of vitamins and calcium fresh milk product to improve
physical health to boost the development of brain to the children –their target
customer. Vinamilk also designs an age-appropriate amounts of milks, for example
110ml for 4-6 years old children and 180ml for 6 and above children. Because
children are customers who like different colors and flavors they have produced
milk with different flavors such as: strawberry, chocolate…

 Price
Compared to their competitors, Vinamilk have a reasonable price that parents can
afford to buy for their child.

 Promotion

Vinamilk has a lot of colorful, funny commercials with catchy songs released on
mass media. Children always appear as the main characteristics in that commercial
along with them is a dairy cow who is the children’s close friend, that a good way
to bring Vinamilk’s fresh milk close to children.

 Place

Vinamilk have varies distribution channels, from grocery store to supermarket so

it’s ease for parents and children to find and buy Vinamilk fresh milk.