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Table of Contents
Introduction...............................................................................................................................................3
Previous logo.............................................................................................................................................6
New logo..................................................................................................................................................10
Previous brand strategy...........................................................................................................................11
New brand strategy..................................................................................................................................13
Reference.................................................................................................................................................15

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INTRODUCTION:

The economic development, rising incomes and a greater understanding of the

benefits of milk have increased the necessity for milk in Vietnam. Vietnam's dairy

industry is therefore one of the fastest-growing markets with many major domestic

companies and multinational companies. However the total amount of fresh milk

produced domestically meets only around 20-25% of demand, while the rest must be

imported from abroad.

Faced with this the arrival of the brand name TH True Milk has provided another

bright spot for the dairy industry in Vietnam, where a large-scale method of fresh

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milk processing in Vietnam meets international standards. The arrival of TH True

Milk was received enthusiastically by consumers during the time of volatility in the

dairy industry. Contributing a large part to the success of TH True Milk are

competent and rational marketing practises.

TH Dairy Food Joint Stock Company was founded on 24 February 2009 as the first

company of the TH Group to invest in the industrial dairy farm, modern milk

processing technology and distribution system. The TH Group was formed with the

financial advice of the North Asian Commercial Joint Stock Bank. In addition to

financial services and social security operations, North Asia Commercial Joint Stock

Bank pays particular attention to investments in the dairy and food processing

industries.

From that point of view, the TH Group is gradually developing into Vietnam's leading

producer of safe, natural food products, including fresh milk, meat, vegetables and

fruit. Clean seafood, fish... have international quality. Processing and UHT milk are

their main business areas.

TH Dairy Food Joint Stock Corporation has invested in a high-end management

system and a closed and synchronous production process in compliance with

international standards, from grass planting, barn construction, cow food processing,

veterinary management, processing and packaging to the delivery of goods to

customers. The barn system uses the most sophisticated breeding equipment in the

world. Cows are imported from popular dairy farming countries, such as New

Zealand, Uruguay, Canada, to ensure the best milk quality supply for dairy breeds.

Their goal is to become a supplier of clean and UHT milk in Vietnam. At around the

same time, the TH True Mart chain of convenience stores is being built to provide

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customers with fresh and clean TH Farm products that are healthy and high-quality.

TH True Milk has chosen its own way of producing fresh clean milk products (not

reconstituted milk). It could be said that until now, TH True Milk has had its own

unique place in the hearts of Vietnamese consumers and has achieved several

successes.

1) Vision:

The TH Group aims to become Vietnam's leading manufacturer of healthy food

products derived from nature. With intensive and lengthy investment combining

with the most innovative equipment in the world, we are committed to being a

world-class food business that is used by all believers, by everyone and proud of the

country.

2) Mission of TH true MILK:

With a sense of connectedness to nature, TH Group always tries to cultivate

Vietnamese soul and body by producing natural food, clean product, balanced,

healthy, tasty and nutritional.

3) Products of TH:

TH Group's product portfolio currently includes TH true MILK pasteurized fresh milk

products: pure pasteurized fresh milk made from 100% fresh cow's milk, low-sugar

pasteurized fresh milk, and pasteurized fresh milk. sugar, strawberry flavored fresh

milk, sterilized fresh milk chocolate flavor TH true milk HILO, TH true milk Organic

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TH true nut include fresh milk products have grain such as red brown rice, turmeric,

pistachio, almonds, and macca.

Besides the dairy product line, TH still has other products: TH true veg, TH true juice,

TH true juice milk, TH true yogurt, TH true water, TH true icecream, TH true rice, TH

true cheese, TH true malt, TH true butter.

PREVIOUS LOGO:

TH true MILK has established itself as the leading brand of pure natural fresh milk. If

we pay attention, we will notice the difference right from the packaging image of TH

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true MILK. While the image of cows on the grass has been used by many dairy

companies, TH wants to build a completely new brand identity with a simple but

authentic style.

Font:

The logo used 3 type of font:

TH - Serif font: Serif is a classic font, originating in the ancient Romans with the

addition of a stroke to the beginning and end of the main stroke. Companies often

use this font to portray elegance, sophistication, show reliability and respect to

customers.

True - Display / Decorative font: Usually these fonts are designed with shapes, sizes,

and ratios to suit each industry or specific type of needs. Font Display / Decorative

rarely appears in text form. Instead of that, it would be ideal if you use this type of

font as the brand name. Should use a bit of these fonts when put into the design to

create accents.

MILK - san serif font: San Serif which means "without Serif" in Latin. San serif wrote

by straight lines, simple and clear. The San Serif font is easy on the eyes and easy to

read.

Color significance:

The insight of the brand TH (True Happiness - True Happiness) and the slogan "Really

Nature". TH's branding team created a logo using a sky-blue font that implies purity,

cleanness, and freshness

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The background using white color. Neutral colors like white do not seem that

interesting. However, neutral colors are central to branding. Because they are

balance out the focus and accentuate the logo. White color signifies cleanliness,

kindness, health, peace, purity, simplicity, purity and youth. Milk have white color

too so it can be indicates the clean, fresh of milk.

“true” and “MILK” have sky-blue color. Cool colors like green, blue, purple, etc. They

generally feel more tranquil, professional, relaxing, and dedicated than hot colors.

Positive emotions associated with blue include calmness, freedom, peace, trust,

renewedness, serenity, responsibility, and tranquility. Sky-blue is suggesting

simplicity and easy to remember to consumers.

In addition, the dark blue "TH" is the implication of high technology and trust.

Using yellow for the star in logo. This star is a flower from the land, in the image of

the Vietnamese Fatherland (the yellow in national flag). This image brings consumers

a consistent message: TH true MILK fresh milk is made by pure natural ingredients

combined with world-leading technology. In brand, authenticity is combined with

integrity which is the coverage on the attribute of the product.

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TH true MILK's logo uses a combination of blue and sky-blue. These two colors stand

side by side on the color wheel, rainbow. The colors of blue and sky blue are

arranged harmoniously, making the viewer feel comfortable, eye-catching, easy to

attract consumers. Beside that, when using colors, the pair of colors that are easiest

to highlight is the complementary one. Complementary pairs of colors stand in

contrasting positions in the palette. As we can see the TH true MILK logo uses blue

and yellow as complementary colors. When combining 2 contrasting colors together,

they will stand out.

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NEW LOGO:

Reduce the monotony but still keep the clean and fresh feeling the brand brings, so I

add a new lightness of sky blue for the word "Milk". The Display / Decorative font

used for "Milk" put the energy of young, new. The sky blue signifies peace,

tranquility, tranquil, peace and freedom.

The dark blue and the serif font indicates professionalism, trust, responsibility,

renewedness.

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PREVIOUS BRAND STRATEGY:

TH True Milk has made the most of Vietnam's vast natural resources to refine the

quintessence of nature and to bring milk production glasses to people.

In addition, the brand name "Clean Milk" has had an effect on the psychology of

parents and in modern times, where the air is increasingly contaminated. It leads to

unsanitary food, so food safety is critical. TH real Milk hit the consumer's mind.

Brand is not only a form of promotion but also needs a roadmap for the company to

focus on it. With the slogan "True Happiness" - True Happiness, TH True Milk

corporate culture always adheres to 5 core values:

- For the state of the community

- Completely from nature

- Fresh, delicious, nutritious

- Friendly

- Outstanding and harmonious

Attention to the needs of all consumers and build a wide market:

Not only producing clean milk, but TH True Milk also offers Vietnamese consumers a

variety of other clean products such as clean vegetables, growth milk for children,

milk for heart people, diabetes, collagen fresh milk used beautifully for women,

cheese, cheese, cream, whipped cream, ...

TH True Milk is mainly invested in technology and production lines, and the plan.

Building TH True Milk brand of clean milk is a team of enthusiastic and dedicated

leaders, engineers, and workers.

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TH True Milk Corporate Knowledge is community oriented:

TH True Milk Company is not only geared towards sales but also the desire to

contribute to improving the quality of life of Vietnamese people.

The dream of TH True Milk is that Vietnamese children are nourished from a clean

source of milk, and develop a comprehensive physical and mental health.

Since 2013, TH has been in harmony with the National Institute of Nutrition, inviting

French experts to conduct clinical research into "school milk" with micronutrient

supplementation. In the following years, TH is implementing a pilot model in Nghe

An. TH's activities are creating a foundation for the Government to issue Decision

1340 / QD-TTg to implement the National School Milk Program and then Decision

5450 / BYT on using fresh milk products for the program.

TH is always fighting every day to create a logical process for "school milk cups" for

Vietnamese children. It must be a glass of clean, fresh milk, suitable for the quality in

every locality, in every school.

Culture cannot be separated from the observation and mission of the company.

Understanding that, TH's leaders are building a knowledge base for TH True Milk

company that is always harmonious, balanced between the interests of businesses

and consumers, between the sales (revenue minus corporate governance budget,

sales budget, ..). Moreover, also ensures the benefits of the community, between

short-term goals and motto of sustainable development.

NEW BRAND STRATEGY:

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The corporate branding strategy is based on the long-term corporate strategy, in

which the Marketing Strategy is the strategy in the leading position to complete

other strategies. To build and implement a successful branding strategy, first of all, it

must be consistent with the general strategy of the business, including Marketing

Strategy.

Advertising, promotion:

Using a combination of promotional tools to convey information to consumers:

Advertising. TH true Milk will widely advertise to consumers through mass media:

TV, magazines, internet, posters ...

Regularly change the new advertising contents and forms to attract consumers'

attention and interest. For instance, TH true Milk brand advertising on Youtube with

a content family for the new year. Carrying out promotions for customers: create gift

items including TH true Milk products, increasing the volume of constant-priced milk,

with children's toys.

Charity fundraising campaign "1 empty = Full Happiness"

There are many children in remote rural areas who are still starving day by day, not

enjoying adequate care.

TH true MILK wants to create clean, quality milk cups for children in Vietnam. We are

going to have a fundraising campaign "1 empty = Full Happiness" for children in

remote areas. TH true MILK has the advantage of owning a chain of retail stores in

many places. Instead of consumers buying plastic milk bottles at TH true mart

grocery stores or retail stores. Customers will use their bottles or containers to buy

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fresh milk directly at TH true mart retailers. This will reduce the cost of packaging,

and instead go to fund poor children in remote rural areas.

In addition, for customers who have purchased TH true MILK products that are

stored in plastic bottles at grocery stores, supermarkets. They can keep those plastic

containers and take them to TH true mart’s retail store for disposal and recycling.

When collecting enough plastic containers of TH true MILK products, customers will

receive a small discount such as a few percent discount and a few percent charitable

donation on their next purchase. Besides, this also limits the amount of plastic waste

going out in the wild.

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