Marketing strategy is considered an indispensable part of the body, every

company needs a marketing strategy to specifically identify what to do to help

boost the company's sales. From the present day, marketing has become very
diverse and universal to everyone and it has become easier than before.
Therefore, a specific marketing strategy needs to have its own goals, here YB
milk company uses 4P marketing strategy.

PRODUCT –  PRODUCT STRATEGY

Since its inception, YB milk has always made great efforts to expand its product
portfolio with the goal of bringing clean, natural milk and meeting the diverse
desires of consumers, from children to adults. to the elderly as well as the desire
to bring them the cleanest and most natural milk.
YB Milk always presents itself as a transparent business in everything from the
production process, raw materials to changes in technology development, etc. to
prove to consumers that milk belongs to the group. YB's group is a "clean"
product that cares about consumers' health. Create more choices for customers
Referring to YB milk, consumers not only remember fresh milk but are also
impressed with many other products of the company such as:
- Yogurt: Includes drinking yogurt, eating yogurt, live yeast yogurt.
- Powdered milk: including infant formula, infant formula, and infant formula
for anorexia and malnourished children.

PRICE – PRICE STRATEGY

Price is considered an important competitive factor in attracting customers of
every business. Therefore, the appropriate product pricing is especially
important, helping YB milk own a competitive advantage.
As for its pricing strategy, although Vinamilk's products are of international
standards, the price is much lower than that of imported milk lines. Because of
the high level of competition in the dairy market, if YB milk raises its price to
half that of other brands, its market share will be negatively affected. Besides,
YB milk also believes that the increase in price will be negative. The selling
price of products will reduce the purchasing power of consumers because
Vietnam's per capita income is still low compared to other countries.
For example: For the domestic market, YB milk focuses on optimizing the cost
of the product, offering a price suitable for the average income of Vietnamese
people.
PLACE – DISTRIBUTION CHANNEL STRATEGY
Milk belongs to FMCG products, so the common point is to distribute it to as
many places as possible and appear in front of customers for as long as possible.
YG is no exception.
• Main distribution channels:
The company's main distribution network consists of 3 parts: authorized dealers,
large or small supermarkets, and finally through online sales websites. In
addition, it also organizes many activities to promote products and build brands
when making good use of information technology.

PROMOTION - about promotion mix

In order to increase brand awareness and attract customers, YB will conduct
multi-channel product advertising such as advertising on fanpage, advertising on
television, PR campaigns, outdoor advertising, video development. on Youtube,
…
Besides, it is regularly changing and refreshing advertising content and forms to
attract attention from consumers.
Along with advertising campaigns, YB Milk also regularly implements
promotions such as: increasing product volume but unchanged price,
accompanying gifts, product discounts, etc.
Efforts will be made to organize volunteer programs to help difficult situations
during the Covid pandemic. In addition, promoting community relations is also
the most effective solution to promote the image of businesses and projects,
propose programs such as fundraising to support covid, sponsoring vaccine
funds, and other special circumstances. This not only creates a good image for
businesses, but also contributes to creating a new wave in helping difficult
situations before the pandemic. milk for orphanages,..
2. Inventory management:
 Model EOQ:
About EOQ model information, this is one of the models frequently used by
companies in inventory management. The company calculates the maximum
amount of goods in its warehouse, only produces and stores according to that
standard in order to minimize labor, storage and inventory costs; At the same
time, it is capable of ensuring stable and developing supply activities.
In order to reduce inventory cost, inventory quantity and optimize business
capacity for the company, YB will use the EOQ model in its inventory
management.
 YB's inventory management: YB's inventory management consists of two parts

·  Materials management:
YB applies EOQ material management model. However, to create the finished
product, it is necessary to import different types of materials and packaging
from different suppliers, delivery times and ordering processes. Therefore, YB
also had to flexibly coordinate the EOQ model with the current situation.

Finished products management:

For finished products, YB will build an intelligent control system that can
control the amount of goods in stock. Distributors will notify and update when
the quantity of goods is below the standard level to quickly agree on a
reasonable product adjustment.