Welcome

TH True Milk Presentation

Slide Count: 55
1.Introduction
a. Company description
b. Product description
a. Company description

By Place Year
Mrs. Thai Huong Nghe An Province, 2009
Vietnam

First Product Expanded Fields

TH true MILK- the first Herbal & Beverage, Pharmacy, Foods,
fresh and hygienic Healthcare, Wood, Sugarcane, Dairy Products,
milk brand in Vietnam Education, Civil Society Engagement and
Research Institutions
their mission is ‘Defining the Group’s interests in
line with the country’s. Not aiming at maximizing
profits but harmonizing interests.

TH True Defining
In order to Through
create Milk themselves
deliver high- high technology as ‘True
sustainable combined with Happiness’ and
quality and
growth and management ‘A Patriotic
efficient
improve science Business
agricultural
human health Corporation’
products
 TH True Milk
1. Established in 2010 3. Pioneer:
first company to
TH true Milk is one of three TH have certified “Clean milk”
Group companies focusing on have the materials used written on the
the fresh and hygienic milk milk bottles,
sector. develop Organic fresh milk in Vietnam,…

2. TH Group’s 5 core values 4. Dairy cow farm

For “True Happiness”, For Public Largest and most modernized
Health, Truly Natural, Environmentally systems in Asia with an Investment
Friendly and Innovative thinking and Scale of 1.2 billion USD.
harmony of interests
b. Product description

On 26/12/2010 The product is After 10 years

TH Group “Completely from TH pure TH True Milk has
introduced their milk of TH farm, TH true launched 7 main
first product- TH MILK Fresh Milk is types of milk in
True Milk produced in a closed total.
process from pasture to
table”
TH True Milk Design Packaging

(thtruemilk.vn n.d)
2. Target & Positioning
a. Target
b. Positioning
 A. TARGET
TH True Milk has used the differentiated targeting strategy by recognizing the
needs of each group of customers. Based on this, TH True Milk launched a variety of
flavors and products to satisfy the needs of customers (seed milk, organic milk,
yogurt).

Children Women
● Largest demands
● Parents choosing ● Needs for quality
products rising
quality products with
● Milk that help with
exact origins
weight and stature
● Benifits TH’s
anxiety
reputation in the long
term
 B. POSITIONING
Brand Price Though still
significantly small
TH True Milk 34,000VND
compared to the big
Vinamilk 30,000VND 2, TH has surpassed
many other dairy
Dutch lady 32,000VND
giants such as
Lothamilk 42,000VND Nutifood, Lothamilk,
bringing the
company’s brand
share up close to
even Vinamilk.
The table above shows the
pricing of a 1-liter-milk-carton
from 5 different brands,
including TH True Milk.
B. POSITIONING
3. Current Marketing
Mix Strategies
 Product
TH True Milk has launched 4 main types of milk in total consist of

PASTEURIZED FORMULA FRESH

UHT FRESH MILK
MILK MILK TH TOPKID TH True Nut
Core customer value

All products are

made from fresh
clean pure milk to
bring the best
nutrition to
human health.
 Actual product
Packaging Design Brand name

Tetra Pak packaging The pack fully reflect the · True Happiness
(Sweden) and SIG information + the icons, and True Milk
Combibloc (Germany) image are presented
clearly and prominently

Quality

· TH true milk truly natural,

giving clients the completely
fresh clean milk with flavor,
sweetness and purity
 Augmented product

Delivery and credit: Customers will

well-trained staffs enjoy a clean and
with friendly and enjoyable place of
professional shopping
manner.
 BRANDING STRATEGY
Brand Line
Equity Extension

TH True Milk targeted

A yellow star is a symbol
Children and ladies’
of true quality
class as the main
customer
 3 Level Of Product unique design
high quality

EVALUATION : Branding Strategy

Brand equity: bring TRUE
Line extension strategy: HAPPINESS based on the core
launching new flavors of TH value of “for Public Health” +
True Milk Elegance and high class + credible
brand
Packaging is in creation under Competitive product category still

EVALUATION
standardization with safe and limits
friendly-environmental materials It is difficult to store the raw materials
Product quality is truly natural and the shelf life of the packaged
equivalent to advertisements products are short

Strengths Weaknesses

TH True Milk has several different

varieties of flavors and packaging
development.
The simple but elegant design of Established in late 2009, TH True Milk has
products have drawn attention been a young brand name in fresh market
customers
 Pricing
Value-based
Pricing & Value-
added pricing

Product line Market-skimming

pricing pricing

Advantages of
market-skimming
pricing
 Value-based Pricing & Value-added pricing

Setting highest price make relationship between quality and price.

25.000 đ
31.000 đ
Market-skimming pricing Advantages of market-skimming pricing

Building a high-
quality image
and perception
of the product
34.000 ₫ 36.000 ₫ Targeting the
Superior quality
quality
and image conscious and
brand prestige
customers

Competitors
cannot charge Enough buyers
lower price
 The variety of prices in product and quality of
product in order to reach more customers
Product line pricing

34.000 đ 36.000 ₫ 50.000 ₫

 Evaluation

· TH true milk has adopted high pricing · Selling at price is pretty much
strategies to skim maximum revenue from higher than other competitors
the segments willing to pay the high price. ( Vinamilk , Moc Chau).

· The price goes along with the quality, · Some pricing strategies are
thereby creates real customer loyalty not ideal and need to be
replaced.
 PLACE

How does TH True Milk distribute its

products?
● Common traits of FMCG
● Multichannel Distribution
● Distribution Strategy
Common Traits of FMCG
(Fast Moving Consumer Goods)
Buying Production Consume
Power Scale time
Easy to buy, profit on Large- scale Products are
each product is low production consumed fast

Price Connection To
Consumers
Low price for each No direct connection to customers.
product Products are bought through distributors,
wholesalers and retailers
 Multichannel Distribution

Resellers Direct E-commerce Key account

Distribution
Supermarkets, TH True Mart Websites (Tiki, Schools, Hotels,
Grocery Shopee, TH True Restaurants,..
Stores,... Milk online
store,..)
 Resellers
TH True Milk products appear at both modern
supermarkets (VinMart, BigC, etc.) and
conventional markets, grocery stores

87.1% of milk sales were made through

traditional grocery retailers, while only 12.9%
were made through modern grocery stores
(Euromonitor International 2019)
Direct Distributor
TH TRUE MART- TH official distribution
facility.

There are over 250 stores in 54 provinces

(MH. 2019)

Through this channel, customers can

have better consultations, be less
distracted from other products. The
products are also reliable and fresh.
E-Commerce
Customers can buy TH True Milk via
online distributors such as Tiki, Lazada,
Adayroi, etc.

Moreover, TH developed their own

website for online shopping with Free
shipping and COD shipping.

Through this channel, shopping is faster,

convenient and cheaper.
 Key Account
TH True Milk distribute their products in large
quantities to schools, hotels, restaurants,
organizations, etc.

This is an important channel as TH True Milk

can not only sell the products but also gain
trust and promote their products.
DISTRIBUTION STRATEGY: INTENSIVE

Intensive distribution is when all the

possible outlets can be used by a company
to distribute the product (The Economic
Times n.d)
TH True Milk is making the products as
accessible and widespread as possible
 Promotion

TH True Milk uses PULL strategy

The marketing activities are directed towards

final consumers through Advertising, Public
Relations, Sales Promotion and Direct/Online
Marketing
ADVERTISING
With the slogan: ‘TH True Milk - Thật sự thiên nhiên’ and the
consistent message: ‘Tinh túy thiên nhiên được giữ vẹn
nguyên trong từng giọt sữa tươi sạch’, TH advertises its
product through several channels:

1. Advertisement on TV channels: VTV1, VTV3,

VTV6, HTV7, etc.
2. Newspaper: ‘Phụ nữ’, ‘Tuổi trẻ’, ‘Doanh nhân Sài
Gòn’, ‘Hà Nội mới’, etc.
3. Outdoor advertisements: Billboards, Posters on
Buses, etc.
4. Online: Official TH True Milk channel on
Youtube, official page on Facebook and
Instagram.
Public Relations

● Corporate Social Responsibility through Shows and

Programs: ‘Lục lạc vàng’, ‘Con đã lớn khôn’, ‘ Họa sỹ
Nhí TH’, Charity project ‘Cùng hòa nhập yêu thương’,
educational program ‘Ly sữa học đường’, etc. This is
the most popular PR tool of TH True Milk

● Events to introduce new products

● News about the Company
● Speeches from Managers
● Written materials such as online magazines, articles
about TH True Milk
 Sales Promotion
● Samples: TH gave new milk products to
customers for free
● Cash Refunds
● Price packs: Cheaper when buy in
packs
● Point of Purchase (PoP): Sampling,
demonstrations of new products,
product display, etc.
● Contests, sweepstakes, and games: TH
True Milk had games and contests to
win prizes, discounts, etc.
● Patronage rewards: Offer membership
cards, rewards for regular customers
 Direct/Online Marketing
Online technology:
● TH True Milk has official Facebook,
Instagram, Youtube, etc to interact directly
with customers.
● TH True Milk has a website to provide
information and online shopping to
customers.
● TH True Milk developed its own application
for phones and computers
 What is working well What is not working well
Place Place
● Many effective channels. Products are
accessible and widespread
● TH True Mart- an independent
channel . TH does not need to rely
entirely on downstream partners and ● Having a lot of foreign
may improve brand image and upstream partners makes
customers’ trust TH True Milk passive and
dependent
● Indirect distribution
channels can have issues
Promotion ●
affecting the brand image.
High cost of running TH
True Marts
● SImple but clear, effective and consistent
message. Advertisement through many
reliable channels with well-targeted
customers
● Social events/ programs are widely known
and receive many positive feedbacks
● Many sales promotions and great
responses from customers on online
channels
4. Marketing plan
objectives
Achievement and goal:
- The revenue reached more than 7000 billion
VND, faster than expected in 2018
- Goal : in 2025 company will own 400,000 cows
- Long-term goal: leading the dairy market share
in Vietnam
 OBJECTIVES

Market share Communication

The organic milk Widespread brand
production strategy popularity with
has helped Th true meaningful donation:
milk with 9% of the -Donating 1 million
market glasses of milk relay to
repel Covid-19
-Supporting for Central
Coast people 1 billion
VND
Plans:

-Expanding investment in dairy cows farms in Russia in 2020

- Launching TH Juice with various tastes in 2020

-Importing beefs from US, Australia,...

-Continue to export to foreign countries

5. Recommendations
for 4Ps Strategy
Product
Line extension

As the main target customers of TH True

Milk are young modern women, TH should
consider to widen its product portfolio to
attract them.

● Diet milk - for those who want to lose

weight
● Lactose-free milk
● Nonfat milk
 Environmentally
friendly packaging
Replace conventional plastic straws with
biological straws.

● Only 6 months to decompose.

● Made from plant material: maize, sugarcane,
etc.
● Currently used in TOPKID & Organic.
● Wide application in the future for all
products.
 Environmentally
friendly packaging
● Aim to recycle 100% of the
packaging of the products
● Reduce plastic & packaging waste

Increase brand awareness and

customer loyalty. High brand
equity.
Price
Cost-based Pricing

Adding value for Innovation

the consumers Pack sizes or “special
Increasing brand equity, editions” around selling
moments
through actions such as Ex: Coca Cola is rolling out
implementing eco friendly new pack sizes, P&G is serving
packaging for its products consumers with relevant pack
sizes designed to hit key price
points for those who need to
make week-to-week purchase
decisions.
 Good Deal for Customers

Promotion/ Gift Membership

For customers who register To attract customers, increase customer
loyalty, members get discounts/promotions
weekly/monthly milk delivering, like who
on special event (such as TH True Milk
buy a combo of milk and get it shipped birthday, Tet holiday, etc.)
frequently.
PLACE
Try to maximize national market-share &
enter new international market
 WHY???

Large market-share in Hanoi and Ho Chi Minh City

Promising market:
- National: people’s income is rising care more about
health product
- International:
China: The most milk-consumption nation
Russia: 2 huge factories in local
Sort of dairy products
 Russia

America TH True Milk

EU
China international
market
National Market

Maximize the market-share in all the big provinces & city

(Danang, Binh Duong, Dong Nai,...)
● Partner with local retailers (usually supermarkets)

● Direct Distribution: Open more TH True Mart in the

center of other provinces
=> reach more customers and receive feedbacks directly
 International Market

China Russia America EU

Open TH True Mart & find more As TH True Milk can have substantial brand equity in
Focusing on e-
intermediaries (wholesalers,
commerce China & Russia, there would be a lot of opportunities for
resellers,...) them to enter the EU & American market.
Promotion
Following the “Got Milk”
campaign (IMC concept)

About “Got Milk”:

Got Milk? is an American advertisement campaign promoting the consumption of milk
created by the advertising agency Goodby Silverstein & Partners for the California Milk
Processor Board in 1993

Instead of focusing on all that milk could do for people, they show the effects of a life
going without milk.

The campaign has been credited with a major rise in sales of milk in California
 Opening
Release some video about a life without milk
( coffee without milk, no milk for breakfast, no
cake, ….)

Using:
● KOLs
https://youtu.be/WiiCj_A3rdw
● Music
● …... https://youtu.be/X9LcjNUQbzs

=> Topic: What if there were no milk

 BODY: Let people argue

Side A Side B
It’s ok to live without Milk is something I
milk, we can just drink can’t live without
water

Conclusion
Milk is a crucial part of life, is something in daily
culture.
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