TRƯỜNG ĐẠI HỌC HOA SEN CỘNG HÒA XÃ HỘI CHỦ NGHĨA VIỆT NAM

VIỆN ĐÀO TẠO QUỐC TẾ Độc Lập-Tự Do-Hạnh Phúc

PHIẾU LÀM BÀI THI CUỐI KỲ

NĂM HỌC 2019-2020- HỌC KỲ 19.1A

BÀI THI MÔN: Introduction to marketing

Thời gian nộp bài: Thứ 6 ngày 6 tháng 3 năm 2020
Họ và Tên Sinh viên: Đoàn Kiều Bảo Châu
Mã số SV: 2193647
Lớp: MK203HPS
Điểm bài thi Họ tên và chữ ký của Giảng viên
Bằng số Bằng chữ

A/

1/ Marketing mix is a set of manageable tools – 4Ps including product, price, place, and
promotion which can exactly one product/service in the right place at the right time

- Product is a very necessary factor in the 4Ps analysis. Products used to delight
target customers. Products could be tangible, or intangible (services).
- Price is the cost that the customer must pay to achieve the product.
- Place consists of the company enterprise which makes the product accessible to
the target customer.
- Promotion is the activities that attract or contact customers to persuade to buy
products.
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2/ 4P marketing strategy ( Vinamilk)

With the growth in all around the world, the human health problem in terms of nutrition
has been increased. Hence, the secondary industry (food processing) is saw that would
have a great future. Among them milk processing, is a potential industry, which is a
product that supplies and servers many nutrients for people health. We cannot ignore the
advantage side effects that milk brings for us. In Vietnam, when mention about dairy
companies, we must footnote the Vietnam Dairy Products Joint Stock Company as
known as Vinamilk.

a/ Product

The products of Vinamilk provide a full range of nutrition including vitamins or minerals
needed for the health and development for all kinds of people. Specifically. Their
products do not stop at fresh milk. They also have many products including Vinamilk
yogurt with full flavors (aloe, strawberry, banana, orange, etc.), condensed milk (Ngoi
Sao Phuong Nam), roasted rice milk (Zori), and milk for pregnant mothers as well as a
weaning food for children (DIELAC mama gold, RiDIELAC), etc ("Home - Vinamilk"
2020). Vinamilk has been constantly building and developing a strong brand system that
can serve the best for Vietnamese consumers and the international customer as well.

Vinamilk has been very successful in creating trust for customers. It has become the
most prestigious and reliable brand for consumers by conducting many scientific
researches on nutrition in Vietnam and internationally recognized. They are successful
creating a trust for the consumer about the quality of their products through articles
providing nutrition information written by nutritionists and nutritionists working at
Vinamilk. Specifically, the article on the prevention of cardiovascular disease and stroke
with non-fat skim milk by Dr. Nguyen Vu Linh - Nutritionist of Vinamilk (Nguyen
2018).

According to ("Home - Vinamilk" 2020), Vinamilk has invested in expanding product in

the healthy beverage market, with the leading label being VFresh. Originated from nature
and goof for human health.

b/ Price
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Vinamilk's products are reasonably priced to suit most consumers in Vietnam. In the
future, if the domestic material source is plentiful and the capacity is sure, Vinamilk will
decline the source of materials which are input, imported from all around the world.
Prices will always be consistent with most people in Vietnam

On the Company's anniversary, Vinamilk launched discounts or increased the volume of

milk in the product ("Happy Birthday Vinamilk" 2019).

c/ Place

Vinamilk is distributed all over Vietnam with a total of 125,000 retail stores. Especially,
Vinamilk focuses on distributing in many large cities in Vietnam including Ho Chi Minh,
Ha Noi, Da Nang, and Can Tho. Particularly in Ho Chi Minh City, there are 93 stores
spread over all districts. Moreover, Vinamilk has successfully expanded its market to
other countries. Nowadays, there are more than 40 countries around the world that are
products exported from Vinamilk ("Export Market - Vinamilk" 2020).

Moreover, Vinamilk expanding the domestic market to consumers through 2 channels

including traditional (distributor of consumers) or modern (supermarkets and
convenience stores). Secondly is the export market, Vinamilk is continually seeking as
well as broadening export markets to other places in the region and the world to keep and
increase export earnings.

d/ Promotion

Vinamilk has done a great job in communication, mass media consist of television,
magazines, internet, posters, etc. They often change the advertising content, advertising
songs to attract consumers, especially children. Vinamilk did many exciting advertising
in the market. Up to now, most of the budget for advertising has been focused on
Vinamilk's pasteurized fresh milk product line. With the creativity in images, sounds,
colors, the ads for this product line attract the attention and watchful attention of a
enormous audience, especially children. The 2012 ad - "Glasses, shoes" is the most

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famous ad and attracted most views ever. This ad has attracted approximately 3 million
views on the YouTube. This is arguably the most successful advertisement of Vinamilk
so far. Advertising is aimed at children - those who need to be supplemented with
essential nutrients from milk and high nutritious foods ("Quảng Cáo Vinamilk Thông
Điệp Từ Những Chú Bò" 2016).

On big holidays, Vinamilk often implements big promotions for customers: increasing
the volume of milk at a constant price, giving toys for children ("Home - Vinamilk"
2020),

The company has product utilization strategies suitable demographic factors including
time, region, age etc. In addition, Vinamilk's employees are always friendly, enthusiastic,
motivated and devoted to customers.

In addition, Vinamilk implements trial programs at supermarkets, which attracts

housewives, or schools where the most target customers are children and pupils.
Moreover, the company not only does well in business, they have also launched many
social activities, sponsoring and donating to disadvantaged children. ("Milk Support
Helps Vietnam’S Children to Stand Tall" 2016).

B/

1/ The Toyoko Inn focuses on mid-range customers, customers with low to moderate
income who like to experience western style at a reasonable price.

2/ The Toyoko Inn hotel provides guests with acceptable and pleasing western-style
accommodation at a moderate price. Rooms would be comfortable and practical and have
all the necessary facilities but no unnecessary luxuries. That point can decrease the cost
of the customer. All Toyoko Inn room was supplied with color television, a refrigerator, a
video machine, tea-making equipment, toiletries, a hairdryer, a shaving kit, and morning

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and evening newspaper. In each hotel, there were coin-operated machines for laundry,
food, and drink; and copying. Room design was constantly improved, and new facilities
added. Internet access had become standard throughout the group.

3/ Microenvironment of Toyoko Inn in Japan during the 1990s including the company,
customers include consumer markets (individuals), competitors, publics include internal
publics (workers, managers).

Macroenvironment of Toyoko Inn in Japan during the 1990s including economic

environment, technological environment, political environment (pressure groups that
influence the hotel)

4/ The reservation system has been suspended because of being forgotten by the
appearance of many booking apps worldwide, not limited to Japan. Moreover, it is
replaced by another booking site (https://www.toyoko-inn.com/eng). This website is
more modern and has updated information to suit customers' needs. Another point is that
this website is designed very professionally. Moreover, in my research, Hornet nowadays
becomes the name of an application of the Gay Social network.

We can make a reservation through the hotel's website

(https://www.toyoko-inn.com/eng ) or several famous hotel booking apps like Traveloka,
Agoda, Trivago, etc. In my opinion, hotel booking applications are increasing and there
are many features to support cheap hotel booking easily, friendly to everyone. Traveling
is made easier as technology applications grow. Now with just a few minutes, we can
book a comfortable hotel room anywhere in the world, pay online easily. Moreover, the
Toyoko Inn website is more improved. We can pay in any currency including VND,
Euro, Dollar, etc. Moreover, it has a full range of languages to meet every user in the
world.

References
"Export Market - Vinamilk". 2020. Vinamilk.Com.Vn. Accessed March 6.
https://www.vinamilk.com.vn/en/distribution/export-market.

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"Happy Birthday Vinamilk". 2019. Vinamilk.Com.Vn.
https://www.vinamilk.com.vn/vi/tin-tuc-su-kien/1938/mung-sinh-nhat-vinamilk.

"Home - Vinamilk". 2020. Vinamilk.Com.Vn. Accessed March 6.

https://www.vinamilk.com.vn/en.

Le, Tat Thanh. 2020. Stock Analysis. Ebook. 1st ed. Hanoi: Thang Long Securities.
https://mbs.com.vn/Upload/Quyen/VNM%20-%2011.2010.VN.pdf.

"Milk Support Helps Vietnam’S Children To Stand Tall". 2016. THE VOICE OF
VIETNAM. https://vovworld.vn/en-US/news/milk-support-helps-vietnams-children-to-
stand-tall-465518.vov.

Nguyễn, Vũ Linh. 2018. "Phòng Chống Bệnh Tim Mạch Và Đột Quị Với Sữa Không
Tách Béo". Vinamilk.Com.Vn.
https://www.vinamilk.com.vn/vi/thong-tin-dinh-duong/1766/phong-chong-benh-tim-
mach-va-dot-qui-voi-sua-khong-tach-beo.

"Quảng Cáo Vinamilk Thông Điệp Từ Những Chú Bò". 2016. Medium.
https://medium.com/@tvc360.com/qu%E1%BA%A3ng-c%C3%A1o-vinamilk-th
%C3%B4ng-%C4%91i%E1%BB%87p-t%E1%BB%AB-nh%E1%BB%AFng-ch
%C3%BA-b%C3%B2-1a923f51758d.