INDIVIDUAL FINAL

MARKETING PROJECT

MKTG1205 Marketing Principles

☆★☆ Lecturer : Le Phuong Chi ☆★☆

Student Name : Le Minh Phuong

Student ID : s3883163

Assignment Due Date : 31 May 2021

Date of Submission : 31 May 2021

Number of Pages : 19

Word Count : 2210

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Table of Contents
INTRODUCTION _____________________________________________________ 3

SWOT ANALYSIS ____________________________________________________ 3

TARGET CONSUMER _________________________________________________ 4

DIFFERENTIATION & POSITIONING _____________________________________ 5

1. DIFFERENTIATION _________________________________________________ 5
2. POSITIONING ____________________________________________________ 6

CURRENT MARKETING MIX PERFORMANCE _____________________________ 6

1. PRODUCT : _____________________________________________________ 6
2. PROMOTION : ____________________________________________________ 7

MARKETING OBJECTIVE ______________________________________________ 9

RECOMMENDATIONS _______________________________________________ 10

1. PRODUCT _____________________________________________________ 10
2. PROMOTION____________________________________________________ 11

REFERENCES ______________________________________________________ 13

APPENDICES ______________________________________________________ 16

2
 INTRODUCTION

TH Milk Food is a private joint stock company, was established in 2009 under TH Group’s
operation by Thai Huong (TH n.d.). With the core values orienting ‘community health’, brings back
‘True Happiness', the company applies innovative technologies to ensure the international
standardised closed production chains. TH aims to set the health-oriented consumption tendency
among populations, producing healthy nutritious goods with the highest appreciation to nature.
With that enthusiasm, TH has easily built customers' reliance and its 3th ranked in the market
(Appendix 3).

The leading product line by TH Milk Food JSC is ‘TH True’ sterilized liquid milk, presented on the
market since 2010 (TH n.d.). Liquid milk products that were not made from instant powder, serving
people at the highest freshness and nutritiousness, accredited by Vietnam Ministry of Health (TH
n.d.). This product made TH becoming the first Vietnamese dairy enterprise successfully stepped
into China's market. (TH n.d.).

SWOT ANALYSIS

STRENGTHS WEAKNESSES

● High costs of input materials

● Well-defined mindset doing business
focusing on human & environment (TH n.d.) → High selling price compared to other

→ Clear direction & strong organisational sterilized milk products

● Collaborate only with TH Food Chain JSC
culture built
for distribution
● Materials are external imported and plant- → Uneven & low coverage nationwide
produced distribution

→ high quality of materials develop brand

reputation

OPPORTUNITIES THREATS

● COVID-19 epidemic outbreak ● TH's strongest direct competitor Vinamilk

→ Consumers demand highly for nutrients promotes similar product & CSR activities
during COVID-19 pandemic (Appendix 1)
supportive for immune system (DairyVietnam
n.d.) → TH has no peak in performance compared
to Vinamilk
● Vietnam joined WTO (Mai 2003)
● Majority of workers have declined incomes due
→ Being shared & partnered with potential to COVID-19 (UNICEF 2020)
global markets (Ngo 2018) → Consumers prefer cheaper liquid-milk brand

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● Consumers' awareness about hygiene food
rises up to 90% (VFA 2018).
● Demands for fresh milk increased by 61%
during 2010-2015 (TH n.d.)
→ People orient a healthy sustainable
consumption (Huyen et al. 2020)
● Vietnam joined WTO (Mai 2003)
→ International enterprises can step in
Vietnam's market
→ Intensive competition and saturated
domestic dairy market (Ngo 2018)

ST strategy:

Vietnam accessing WTO benefits foreign enterprises to join Vietnam's milk market (Ngo 2018),
combining with the developed domestic industry, resulting in highly competitive and saturated
Vietnam's market (Industry&Trade Magazine 2015). However, most of those use milk powder for
their products, which “should not be called ‘fresh' milk" - says Thai Huong (TH n.d.). With the
accredited supplies used, TH should launch marketing campaigns showing populations detailed
information about input materials other than just milk drops, those are both globally imported and
domestically planted (Duteurtre et al. 2015). Consumers’ preference is becoming more health-
oriented and environmentally-concerned (ThanhTra 2018), especially during COVID-19 epidemic
(Appendix 2). TH True Milk has it as a basement to gain customers' reliance and stand out among
other liquid-milk brands (Tran 2019).

TARGET CONSUMER

TH Milk Food JSC tries to serve every segment, but they specifically target children and early
aged adults, based on demographic, psychographic, and behavioural segmentations.

Saw nearly 2million malnutritious school-aged children (UNICEF 2018), TH True sterilized Milk
targets this segment (TH n.d.) - those need the most early nutrients for holistic physical
development (NIH n.d.).

Early adulthood from 20-40 years (Colarusso, C 1992) is another segment of TH sterilized fresh
milk. Majority of them have middle income (The World Bank 2013), daily fast-paced work makes
them demanding quick consumptions. TH True Milk aims at orienting a healthy and
environmentally-friendly lifestyle for this segment (Ngo 2018), with least sugar, plant-based, rich
calcium and vitamins diets (Hoang 2020). COVID-19 enhanced strong awareness among
populations about improving the immune system, which might be persuasive evidence for the
company's target (Tran 2019).

TH Milk JSC implemented Differentiate Marketing strategy, giving different types of sterilized milk
offers different segments : TH True pure milk for general uses ; TH True Milk ‘TopKid' focuses on
children ; TH True Nut for young-middle ages (Appendix 4).

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DIFFERENTIATION & POSITIONING

1. Differentiation

TH Milk Food JSC adopts product differentiation strategy, as putting efforts on offering the purest
sterilized milk, among lots of ingredients-mixed and artificial-flavors added products (TH n.d.).
Raw livestock materials (e.g. fodders) are self-planted in TH’s farm, or contractual-supplied by
small-holder farmers (Duteurtre et al. 2015). The strict supplies being processed under the pre-
ordered & -determined formulas of TH (Duteurtre 2015), ensures the theme ‘100% pure fresh
milk’ (TH n.d.). In TH’s sterilized milk products, ingredients are mostly pure cow’s milk, with no
preservatives and least additives used (Appendix 5). Many brands in the market (for examples
Vinamilk, Nutifood, or Nestle) still mix-up ingredients with not that high amount of pure milk, added
artificial flavors, sweeteners and preservatives (Figure 1,2).

Figure 1 : Ingredients in sweetened sterilized milk (Bach Hoa Xanh n.d.) :

TH True Milk Vinamilk Nutifood

Figure 2 : Ingredients in nuts milk (Bach Hoa Xanh n.d.) :

TH True Milk Vinamilk Nutifood

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 2. Positioning

Seeing a large group of

Vietnamese young-adulthood
raising their awareness and
priority to health-oriented diets,
TH Milk Food JSC put most of
efforts on meeting consumers’
demand, serving them the purest
milk food. Well-known domestic
brands like Vinamilk or Nutifood,
offer the market lower price
products than TH, but with
ingredients consisting of water,
milk powder, additives, etc.
(Figure 1,2). Replacing parts of
pure cow’s milk by those will help
brands save costs spent for this
core ingredient. In contrast, TH
chose to offer the consumers superior fresh milk, with a little higher price charged. This shows
the company’s proposition strategy being used is ‘More for More’. The positioning helps
differentiate TH among competitors, enhance brand images in customers' perception.

CURRENT MARKETING MIX PERFORMANCE

1. Product :

TH True sterilized milk is a shopping product. It is usually being compared with other brands’
carefully, before completely being purchased by consumers. Instead of spreading the item wisely,
the company applies the selective distribution strategy. Common purchased products are
distributed to resellers, but some of highlighted items, such as TH True Nut or TH True Milk
‘TopKid’, are only available in TH True Mart - the TH’s retail system.

TH True sterilized milk provides customers a source dairy

CORE VALUE supplements

Customers purchase TH True Milk to have a truly fresh and

healthy nutrition, produced from pure cow’s milk

TH is high in quality and price. People consuming its products

ACTUAL PRODUCT are usually perceived as higher class than others. The
company’s theme is nature-oriented, presented through visual
performance (packaging, logo, advertisements (Appendix 4,6),
their consumers hence known as environmental-responsible
persons.

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 TH Company provides digital application named ‘TH eLife’
(Appendix 7), available on smart devices. Users can seek
products’ information, check stocks, shop online, find nearby
stores, or use as an e-membership card.
AUGMENTED PRODUCT
TH Company also offers customers delivery services, with an
affordable shipping fee of 25,000VND per order, and free-
charges for orders valued 300,000VND or more (TH n.d.)

TH True sterilized milk is currently in growth stage, where the product has been wide-known and
TH Company has successfully got their position on the market. Besides, the product line is being
featured with more flavors, differentiated among other brands’.

TH Milk Company is implementing Line Extension and Brand Extension branding strategies. TH
True sterilized milk line is expanded with more choices of flavor (e.g. chocolate, strawberry), and
sizes (110ml, 180ml, 1L). While many product categories are developed to fill the TH’s brand
catalogue (Figure 6). In the context of COVID-19, where populations are recommended to stay
home and consume fresh and healthy nutritions, the availability of cooking ingredients such as
butter or cheese ; enriched vitamins supplements like yogurt ; as well as snacks like ice-cream,
are competitive advantages thanks to the rising demands towards those product categories
(Hoang 2020).

Figure 6 : TH’s products line (Phuong 2021) :

2. Promotion :

In terms of promotion mix strategy, TH Milk Food JSC applies pull marketing strategy for their
products, proactively stimulates consumers’ demands using advertising and public relation (PR)
promotion mix tools. Informative broadcasts, and internet advertisements published on online
platforms (e.g. YouTube, Facebook), or television (e.g. VTV, HTV) (Figure 3), providing useful
product information to attract audiences. Most of commercial videos on TH True Milk’s YouTube
channel got over 1.5million views, either their advertisements posted on Facebook fanpage
(Figure 4). Moreover, TH Company also launched persuasive outdoor advertising, using
appealing designs that showed the ‘truly pure’ theme of TH, brought audiences sense of
freshness and natural-belongings (Figure 5). The wide promoting actions impressed consumers
and were effectively enhancing the brand awareness.

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Figure 4 : TH True Milk’s internet advertising (Phuong 2021) :

Figure 5 : TH True Milk’s outdoor advertising (internet n.d.)

Other than advertising promotion mix tool, public relation (PR) has also been used to strengthen
TH’s image. In 2018, the company partnered with Vietnam Ministry of Health, and Vietnam
Ministry of Education, to launch the ‘Nutrition for Viet’ project, analysing and planning for
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Vietnamese nutrient absorb guidance (TH 2018). The program was highly supportive by foreign
sponsors like Japan and Canada. This event was considered as a turning point of TH’s, when
successfully showed the corporate’s concerns and efforts towards society, as well as its potentials
to the international markets (Thien 2018). TH Company has also been written by many
Vietnamese reliable papers, such as NhanDan, TuoiTre, etc., about its activities and performance
(Figure 7). Especially during the COVID-19 outbreak, the company became wider-known for its
efforts towards virus-spreaded provinces and medical organizations nationwide. Hundreds million
of TH’s drinks, and more than a billion Vietnam Dong were donated. Other than attempts on
products, being referred to by many popular sources about such great societal contributions, TH
has strongly impressed and captured the brand preference and perception from the publics.

Figure 7 : TH Company on e-newspapers (Phuong 2021) :

Overall, TH Company is commencing their 2Ps performance well. The diversity of high-qualified
products, being promoted wisely through various channels, helps expand TH’s image coverage
and perception, not only approach targeted parents’ kids and young adults, but also other market
segments. This effectiveness is a strong foundation for TH JSC to develop in the near future.

MARKETING OBJECTIVE

Marketing objective suggestion for TH Milk Food JSC is to increase market share by 0.8% to
7%, by the end of 2021.

TH True Milk products saw an impressive increase in sales due to the COVID-19 epidemic that
makes people feel a need for a clean source of milk, and the truly pure TH’s products that are
made freshly from high-quality materials have met those demands. TH JSC’s brand awareness
has also been improved since Vietnam fully joined WTO. Its well performed 2Ps strategies with
diverse categories and wide promotion have successfully brought the brand closer to consumers,
stimulated demands and gained brand preference from them. The current market share of 6.2%
(Minh 2021), going along with those strengths and chances, getting more brand share point of
0.8% within 6 months is definitely an actionable goal for TH.

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RECOMMENDATIONS

1. Product

TH Milk Company should expand the sterilized milk line, formulated with new natural flavors that
are currently trending among children, such as banana, matcha, coconut, etc.

Especially for young-middle adults, TH JSC is suggested to implement the drinking product plant-
made from black sesame, with the highest pure milk contained, and lactose-free. Selling under
the name ‘TH True Seed’, with a packaging highlighting black sesame seeds and the usual
‘natural’ theme of TH.

Over-consuming dairy products among middle-adulthood can lead to the high risks of
cardiovascular (CVD), or aging-related diseases (Elleuch et al. 2011). Milk food became more
common and indispensable for many Vietnamese diets, also, the COVID-19 outbreak this time
lowered the condition for gymming, or other physical activities. An intensive dairy diet without
physical movements is not a recommended conduct. In that situation, there should be an
implementation which can both meet the demand for milk products, but lessen the health-impacts
from dairy food. Black sesame seems a suitable choice, as it not only helps enrich the pastes, but
also provides health-protective nutrients such as oleic acids, sesamin, or vitamin A-D-K, those
are highly supportive for antioxidants, lowering blood pressure, and other hormone-related issues
(Elleuch et al 2011). Therefore, TH is strongly suggested to implement the nutritious black sesame
drinking milk, drawing attention and approaches of both targeted children to try new tastes, and
also young-middle adults who are highly concerned about early health diseases.

There has been a Thai brand conducting the black sesame drinking milk, called SoySecretz
(Figure 8). This product is the brand's best-seller (SoySecretz n.d.) for its delicious taste at an
affordable price. However, this is not a popular brand, and its product distribution is rare in the
country. This might be a competitive advantage for ‘TH True Seed' to be launched and approach
the Vietnam’s market.

Figure 8 : SoySecretz Black Sesame Milk (Phuong 2021) :

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 2. Promotion

It is stated that the internet use among Vietnamese is intensively rising during the epidemic
outbreak, which gives people, especially young adults more free time to surf the technological
tools, shown by 150% uses of internet in general and 70% of smart phone in particular (Ousmane
2020). TH JSC should take this as an opportunity to promote their sales as well as brand image.

TH Milk Company is suggested referring to SoySecretz's and Vinamilk's promotion models

(Figure 8 & 9).

Other than Advertising, CSR and News, TH Milk Company should carry out Written Materials,
with its brochures, annual reports, or green reports . TH JSC is proud of its responsiveness
towards environment and sustainable manufacture (TH n.d.). People have widely heard about it
but are curious about how the company actually did (Duteurtre et al. 2015). TH is on the way to
stepping further into the global market (Ngo 2018). Publishing those kinds of written materials
could be a huge advantage when business partners, researchers, and consumers have chances
to know deeply about TH’s operations, enhancing the impression, awareness, and reliance
among the public (Katawetawaraks, & Wang 2011).
TH Milk Food JSC should also upgrade their digital performance to raise the positive perception
and satisfaction for the audiences when visiting the company’s online platforms. On its webpage
Thmilk.vn and mobile application TH eLife, there should be designs of attractive moving
animations and sounds, integrating the company's and products data, with current promotions
available for customers, rather than just simply text and PNG images about basic information.
The changes suggested have been proved to help stimulate the purchasing desires among the
audiences (Katawetawaraks, & Wang 2011).

Figure 9.1 : Vinamilk's 2018 Annual Report (Vinamilk 2019) :

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Figure 9.2 : Vinamilk’s home page (Phuong 2021) :

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Bach Hoa Xanh n.d., ‘Ingredients in sweetened sterilized milk, Bach Hoa Xanh, viewed 28 May
2021, <‘https://www.bachhoaxanh.com/sua-tuoi/sua-tiet-trung-th-nguyen-chat-1l>.

Bach Hoa Xanh n.d., ‘Ingredients in nuts milk, Bach Hoa Xanh, viewed 28 May 2021,
<https://www.bachhoaxanh.com/sua-tu-hat/sua-dau-nanh-hat-oc-cho-vinamilk-hop-180ml-
thung-4>.

Colarusso, C 1992, ‘Young Adulthood (Ages 20–40)’, Child and Adult Development. Critical Issues
in Psychiatry, Springer, Boston, MA.

DairyVietnam n.d., ‘Đại dịch COVID-19 : Ngành sữa vẫn ăn nên làm ra', Dairy Vietnam Co. Ltd,
viewed 22 May 2021, <http://dairyvietnam.dairyvietnam.vn/vn/Kinh-te-Thi-truong/Dai-dich-Covid-
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Duteurtre, G, Cesaro, J, Huong, N, Khanh, P, & Luan, N 2015, ‘The TH milk company (Vietnam)
Is such a large-scale investment sustainable?’, Multiscale assessment of the livestock
development pathways in Vietnam, viewed 20 May 2021,
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Elleuch, M, Bedigian, D, & Zitoun, A 2011, ‘Chapter 122 - Sesame (Sesamum indicum L.) Seeds
in Food, Nutrition, and Health’, Nuts and Seeds in Health and Disease Prevention, pp. 1029-1036.

Eurocham 2020, Vietnam Consumer Behavior and the Impact of COVID-19, company research,
viewed 22 May 2021,
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Hoang, D 2020, ‘Đại dịch đã định hình xu hướng ăn uống của chúng ta như thế nào?’, Can Tho
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Huyen, P, Anh, N, Han, D, Kien, T, & Tu, D 2020, ‘Các yếu tố thúc đẩy ý định và hành vi tiêu dùng
xanh của Millennials Việt Nam’, Industry and Trade Magazine, 20 June, viewed 25 May 2021,
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cua-millennials-viet-nam-72659.htm>.

Industry and Trade Magazine 2015, ‘Vietnamese milk market: Higher profitable, higher
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Minh, S 2021, ‘Ngành sữa năm 2021 sẽ ra sao?’, VnExpress, 12 January, viewed 20 May 2021,
<https://vnexpress.net/nganh-sua-nam-2021-se-ra-sao-4219801.html>.

Mai 2003, ‘Gia nhập WTO : Những Cơ Hội và Thách Thức', viewed 22 May 2021,
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Ngo, T 2018, ‘POTENTIAL DAIRY INDUSTRY IN VIETNAM - Case study: Vinamilk Ltd’, Business
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Management, Centria University of Applied Sciences

NIH n.d., ‘Kids and Their Bones: A Guide for Parents’, NIH Osteoporosis and Related Bone
Diseases ~ National Resource Center, viewed 25 May 2021, <https://www.bones.nih.gov/health-
info/bone/bone-health/juvenile>.

Ousmane, D 2020, ‘COVID-19, Chất Xúc tác Giúp Việt Nam Đẩy mạnh Chuyển đổi Số?’, World
Bank Blogs, 15 April, viewed 28 May 2021, <https://blogs.worldbank.org/vi/eastasiapacific/covid-
19-chat-xuc-tac-giup-viet-nam-day-manh-chuyen-doi-so>.

Phuong, L 2021, ‘TH True Milk’s main ingredient is pure cow’s milk, dominant mostly in each of
TH’s products’, captured from reality, Unpublished image, RMIT University, Vietnam.

Phuong, L 2021, ‘SoySecretz Black Sesame Milk’, captured from screen, Unpublished image,
RMIT University, Vietnam.

Phuong, L 2021, ‘TH’s products line’, captured from screen, Unpublished image, RMIT University,
Vietnam.

Phuong, L 2021, ‘TH True Milk’s internet advertising’, captured from screen, Unpublished image,
RMIT University, Vietnam.

Phuong, L 2021, ‘TH Company on e-newspapers’, captured from screen, Unpublished image,
RMIT University, Vietnam.

Phuong, L 2021, ‘TH eLife application', captured from screen, Unpublished image, RMIT
University, Vietnam.

Phuong, L 2021, ‘Vinamilk’s CSR activities news', captured from screen, Unpublished image,
RMIT University, Vietnam.

TH 2018, ‘Tập Đoàn TH Tiên Phong Xây Dựng Đề Án Dinh Dưỡng Người Việt’, Thmilk, 14
December, <https://www.thmilk.vn/tap-doan-th-tien-phong-xay-dung-de-an-dinh-duong-nguoi-
viet/>.

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opportunity--target.html>.

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Vinamilk, ‘2018 Annual Report', company report, Vinamilk, viewed 28 May 2021,
<https://www.vinamilk.com.vn/static/uploads/bc_thuong_nien/1553138983-
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Tran, A 2019, ‘Các công ty sữa hồi phục sau giai đoạn bão hòa’, The LEADER, 19 May, viewed
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1566191993779.htm>.

ThanhTra 2018, ‘Thị trường sữa đã bão hòa, Vinamilk còn đất nào để tăng trưởng?’, Thanh Tra
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14
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UNICEF 2018, ‘UNICEF nỗ lực cải thiện tình trạng dinh dưỡng cho trẻ sơ sinh và trẻ nhỏ tại Việt
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APPENDICES

Appendix 1 : Vinamilk’s CSR activities news (Phuong, L 2021)

Appendix 2 : Changes in population behaviours pre-, in-, and post-COVID-19 (Eurocharm 2020)

Appendix 3 : Market share of Milk industry in 2020 (Minh 2021)

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Appendix 4 : TH True sterilized fresh milk product line (TH n.d.)

Appendix 4.1 : TH True sterilized pure milk

TH True sterilized pure milk line provides different flavors and formulas, fits a variety of consumers’
preference.

Appendix 4.2 : TH True NUT

TH True sterilized Nuts milk, offers different choices of nuts. Consumers concerning early causes
of common health issues such as heart diseases, diabetes, aging, high blood pressures, etc. have
this product from TH as suitable nutritious supplements.

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Appendix 4.3 : TH True TOPKID

TH True sterilized milk using TOPKID formula, with vanilla ice cream flavored, offers children
Calcium, DHA, & vitamin D enriched product, for well brain and height development.

Appendix 5: TH True Milk’s main ingredients is pure cow’s milk, dominant mostly in each of TH’s
products (TH n.d.).

Appendix 5.1 : TH True pure sterilized milk. Appendix 5.2 : TH True sweetened sterilized milk

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 Appendix 5.3 : TH True nut sterilized milk

Appendix 6 : TH’s visual performance (TH n.d.)

Appendix 6.1 : TH’s logo

Appendix 6.2 : TH’s advertisement

Appendix 7 : TH eLife application (Phuong, L 2021)

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