FPT HO CHI MINH UNIVERSITY

GROUP ASSIGNMENT

Topic: Research on the TH True Milk

Course: MKT1011

Group Members: Group 44

No. Name’s Student ID Student

1 Trịnh Phan Gia Khang SA170082

2 Lê Ngọc Hà My SE183351

3 Phan Nguyễn Thanh Mai SS180985

4 Lê Ngọc Phương Uyên SS180982

5 Bùi Hồng Hà SS180965

6 Nguyễn Thị Kim Ngân SS170620

SUMMER SEMESTER 2023

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TABLE OF CONTENTS

1. INTRODUCTION.............................................................................................................................. 5
1.1. OVERVIEW OF THE MILK MARKET................................................................................... 5
1.1.1. POTENTIAL....................................................................................................................5
1.1.2. COMPETITIVE LANDSCAPE....................................................................................... 5
1.2. INTRODUCTION OF TH TRUE MILK................................................................................... 5
1.2.1. FORMATION................................................................................................................... 5
1.2.2. VISION............................................................................................................................. 6
1.2.3. MISSION.......................................................................................................................... 6
1.2.4. CORE VALUES................................................................................................................ 6
1.2.5. DEVELOPMENT OBJECTIVES.................................................................................... 6
1.2.6. ORGANIZATION STRUCTURE.................................................................................... 6
1. MARKETING ENVIRONMENT ANALYSIS............................................................................... 7
2.1. MACRO ENVIRONMENT....................................................................................................... 7
2.1.1. POLITICAL-LEGAL ENVIRONMENT......................................................................... 7
2.1.2. ECONOMIC ENVIRONMENT....................................................................................... 7
2.1.3. TECHNOLOGICAL ENVIRONMENT.......................................................................... 7
2.1.4. SOCIO-CULTURAL ENVIRONMENT.......................................................................... 7
2.1.5. NATURAL ENVIRONMENT..........................................................................................7
2.2 MICROENVIRONMENT........................................................................................................... 8
2.2.1 CUSTOMERS.................................................................................................................... 8
2.2.2. COMPETITORS............................................................................................................... 8
Direct Competitors:........................................................................................................8
2.2.3. MARKETING INTERMEDIARIES:............................................................................... 9
2. TARGET CUSTOMERS AND POSITIONING (ANALYSIS OF TH TRUE MILK'S STP
STRATEGY)............................................................................................................................... 9
3.1. MARKET SEGMENTATION............................................................................................. 9
3.1.1. GEOGRAPHIC SEGMENTATION................................................................................. 9
International Market:..............................................................................................................................10
3.1.2. MARKET SEGMENTATION BASED ON DEMOGRAPHICS......................................... 10
3.1.3. MARKET SEGMENTATION BASED ON PSYCHOGRAPHICS............................... 10
3.1.4. MARKET SEGMENTATION BY CONSUMER BEHAVIOR..................................... 11
3.2. DIFFERENTIATION............................................................................................................... 12
3.3. TARGETING............................................................................................................................12
3. ANALYSIS OF THE MARKETING MIX.................................................................................... 13
4.1. LETTER P FOR “PRODUCT”................................................................................................ 13
4.1.1. CORE VALUE................................................................................................................ 13
4.1.2. BRANDING................................................................................................................... 14
4.1.3. PACKAGING................................................................................................................. 14
4.1.4. SUPPORT SERVICES.................................................................................................... 15
4.2. LETTER P FOR “PRICING”................................................................................................... 15
4.3. LETTER P FOR “PROMOTION”........................................................................................... 16
4.4. LETTER P FOR “PLACE”...................................................................................................... 16

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 4.4.1. DIRECT DISTRIBUTION CHANNEL: TH TRUE MART STORE............................ 16
4.4.2. INDIRECT CHANNEL.................................................................................................. 17
4.4.2.1. 1 LEVEL DISTRIBUTION CHANNEL:............................................................. 17
4.4.2.2. 2-LEVEL DISTRIBUTION CHANNEL:............................................................. 18
4.4.3. RETAIL IN STORE........................................................................................................ 18
4.4.4. RETAIL WITHOUT STORES....................................................................................... 18
4. MARKETING PLAN FOR THE NEXT YEAR........................................................................... 18
5. CONCLUSION ................................................................................................................................20
6. REFERENCE................................................................................................................................... 20
1.1. OVERVIEW OF THE MILK MARKET................................................................................. 20
1.2. INTRODUCTION OF TH TRUE MILK................................................................................. 22
4.3. LETTER P FOR “PROMOTION”........................................................................................... 24
4.4. LETTER P FOR “PLACE”...................................................................................................... 25

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 1. INTRODUCTION

1.1. OVERVIEW OF THE MILK MARKET

Despite economic constraints, Vietnam's milk and baby food businesses are growing steadily,

with expected sales of 147,200 billion VND in 2022.

1.1.1. POTENTIAL

Vietnam's population is expected to grow by 745,096 people in 2023, reaching 100,059,299

by early 2024. The country's natural population expansion, as well as possible migration, add

to its potential as a milk market.

In 2023, Vietnam's population is expected to grow by 2,041 people every day. In the first

quarter of 2023, the country's GDP is predicted to expand by 3.32%. Milk consumption is

expected to climb by 9% every year, owing to better health and living circumstances.

1.1.2. COMPETITIVE LANDSCAPE

Vinamilk's overall revenue increased slightly in the first quarter2023, compared to the same

period in 2022. Vinasoy is the market leader in soy milk with an 87.8% market share and

ranks second in ready-to-drink milk with a 17.6% market share. TH True Milk wants to

acquire 50% of the fresh milk market and is now Vietnam's largest dairy firm, accounting for

45% of the market. With mergers, acquisitions, and new entrants, the dairy business is seeing

increased competition.

1.2. INTRODUCTION OF TH TRUE MILK

1.2.1. FORMATION

TH True Milk is a prominent fresh milk producer in Vietnam, with state-of-the-art production

facilities and a big dairy herd of about 45,000 cows from various nations.

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1.2.2. VISION

TH Group aspires to be Vietnam's leading food manufacturer, specialized on clean and natural

goods. They seek to become a trusted and adored world-class food brand, inspiring national

pride, via significant investments and innovative technologies.

1.2.3. MISSION

TH Group is dedicated to promoting the Vietnamese people's well-being via clean and

nutritious food products, with a focus on "Vietnamese Stature" and a strong connection to the

environment.

1.2.4. CORE VALUES

TH True Milk, with the motto "True Happiness" and the guiding philosophy of "Create the

best glass of milk with the heart and love of a mother.

1.2.5. DEVELOPMENT OBJECTIVES

In 2009, the TH Group initiated a dairy farming initiative with the goal of making the TH real

MILK brand a household name on a national and worldwide scale. Their high-tech dairy farm

cluster is one of the world's largest, spanning 8,100 hectares. They just added 1,941 purebred

Holstein Friesian dairy cows from the United States to their herd in Nghe An province.

1.2.6. ORGANIZATION STRUCTURE

TH Food Chain Joint Stock Company (distribution)

TH Dairy Food Joint Stock Company (farm)

TH Dairy Joint Stock Company (factory)

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1. MARKETING ENVIRONMENT ANALYSIS

2.1. MACRO ENVIRONMENT

2.1.1. POLITICAL-LEGAL ENVIRONMENT

The stable political environment and business-friendly legal structure in Vietnam make

operations easier. However, increased labor costs are putting a strain on TH True Milk.

2.1.2. ECONOMIC ENVIRONMENT

In the first quarter 2023, the average wage earner's salary increased by 2.6% compared to the

previous quarter, reaching 7.9 million Vietnamese dong. Compared to the first quarter 2022,

the average income of wage earners rose by 7.9%.

2.1.3. TECHNOLOGICAL ENVIRONMENT

True Milk farms use cutting-edge technology in horticulture and animal husbandry, including

methods from Israel, New Zealand, the Netherlands, and Japan, as well as automated milking

systems. Artificial intelligence and cloud computing are used to digitize administrative

processes and manufacturing data.

2.1.4. SOCIO-CULTURAL ENVIRONMENT

TH True Milk consumption in Vietnam is growing as culture and health knowledge improve.

However, per capita consumption remains lower in comparison to Thailand and Singapore.

As a provider of "clean milk" in the market, TH True Milk addresses the need for quality

milk.

2.1.5. NATURAL ENVIRONMENT

TH True Milk works in a hot region with variable weather in Nghia Dan, Nghe An.

They achieve raw material self-sufficiency by employing hills with plentiful feeding supplies

for their cows.

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 TH Group prioritizes the well-being of its cows, even in hot weather conditions, despite the

hazards of illnesses and natural calamities.

2.2 MICROENVIRONMENT

2.2.1 CUSTOMERS

Customers are crucial to a company's success and can be individuals, distributors, or entities.

TH True Milk targets urban females aged 25-35 who prioritize health, resulting in relatively

higher prices compared to the market average.

2.2.2. COMPETITORS

Direct Competitors:

Direct Vinamilk – Vươn cao Việt Nam Dutch Lady – Get ready for life

Competitors

● Harness Vinamilk's brand strength and ● Cost leadership

reputation. ● Product differentiation

● Extensive expansion of the milk

Development
product offering
Strategy

● Goal Become one of the world's top 50 ● Dominating the milk

dairy firms market

Objective
● Produce 400 million liters per year in ● Expanding into larger

phase 1 markets

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 Wide distribution network with 220 ● 200 distributors and

distributors, 40,000 sales outlets, and 155,000 points of sale

international presence in the US and France. nationwide

Resource
Sales force consists of over 1,700 workers. ● Over 2,000 employees

2.2.3. MARKETING INTERMEDIARIES:

TH True Milk has a large distribution network, collaborating with retailers such as Big C and

Coopmart, as well as having its own grocery chain, TH True Mart. Through product launch

seminars, they actively connect with customers, bringing their products closer to the

consumers.

2. TARGET CUSTOMERS AND POSITIONING (ANALYSIS OF TH TRUE MILK'S

STP STRATEGY)

3.1. MARKET SEGMENTATION

3.1.1. GEOGRAPHIC SEGMENTATION

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International Market:

In February 2022, with the signing of a Memorandum of Understanding with HAO Mart - a

leading retail supermarket chain in Singapore, TH Group continues to expand its market for

milk and clean food products in Asia. Besides Singapore, TH Group plans to expand its

influence to other potential Asian markets such as Malaysia, Indonesia, Philippines, Hong

Kong, etc.

Domestic Market:

Urban Market: The urban population in 2022 is 37.09 million, accounting for 37.3%.

According to Kantar, a leading global data, research, and consulting firm, TH True Milk has

achieved significant brand recognition and is ranked among the top 2 most chosen dairy

brands by urban consumers in the Brand Footprint 2022 report.

3.1.2. MARKET SEGMENTATION BASED ON DEMOGRAPHICS

Age:

18-40 years: Consumers and decision-makers in choosing milk brands. Gender: All genders.

3-18 years: Consumers in the developmental stage.Occupation: Homemakers, students,

bartenders, bakers, beauty bloggers, etc. Education level: Preschool, primary school,

secondary school, university/college, postgraduate. Income level:

Financially independent: Low, average, high.

Some customers belong to dependent family groups (e.g., children, students, etc.). Family

size: Families of 3-4 members, single individuals, etc.

3.1.3. MARKET SEGMENTATION BASED ON PSYCHOGRAPHICS

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Lifestyle: Health-conscious, open to trying new brands and products.

Attitudes: Positive, caring about family and personal health, preference for natural products,

price-conscious, etc.

For children: Need a product that provides nutrition for learning and social activities, still

dependent on parents' purchasing decisions.

For teenagers and college students: Need a product that provides energy for an active

lifestyle. This group has the financial capability to make their own purchasing decisions

(price-sensitive).

For adults: Need a product that provides calcium for the body. This group is less

price-sensitive and focuses more on quality.

Family: Need a high-quality product to provide nutrition for their children (less

price-sensitive).

Cafes and restaurants: Typically require a large quantity of high-quality products.

3.1.4. MARKET SEGMENTATION BY CONSUMER BEHAVIOR

Occasions, opportunities: buy for consumption, new release events, sale events,...

Usage level: daily/many users, frequent users, medium or low users.

Loyalty level: regular users, potential users, first time users,...

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Customers with health conditions: malnutrition, osteoporosis, diabetes,...

Customers are interested in clean products suitable for diet, health protection,...

3.2. DIFFERENTIATION

Image: relatively simple with the main color is blue, the product name stands out with blue

font on white background.

Human Resources: TH True Milk encourages staff development, establishing a professional

working environment with domestic and international expertise. Employees are encouraged

to demonstrate their strengths and take advantage of growth possibilities.

Service: Customers are regarded as the major growth engine of TH Group. They have

invested in a sophisticated and competent customer care system to ensure client happiness

and trust in TH True Milk products by providing quality goods and attentive services.

3.3. TARGETING

Children and families: TH true milk can focus on dairy products and functional foods for

children and families. Targeting parents who care about the quality and nutrition of their

children, the company can provide milk products specifically for children aged 1-3 years,

ready-to-drink baby formula and nutritional products. other additions.

Consumers interested in organic and sustainable food: The company can target customers

who are interested in organic, natural and sustainable food. Dairy products and supplements

can be made with organic ingredients, use no preservatives or harmful chemical additives,

and have sustainability standards in mind during production.

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 Export market: TH true milk company can focus on the export market segment, expanding

its presence to other countries and regions. This may require the company to develop

products and marketing solutions tailored to the requirements and regulations of each specific

export market.

3.4. POSITIONING

High quality products: TH true milk can position itself as a manufacturer and supplier of high

quality dairy products and supplements. This may include the use of the finest raw materials,

advanced manufacturing processes and adherence to high quality standards. This positioning

helps the company build trust and confidence from customers about the quality of its

products.

Nutrition and health: TH true milk can position itself as a supplier of dairy products and

functional foods focusing on nutrition and health. This positioning helps the company create

an image related to taking care of and providing benefits to the health of its customers.

3. ANALYSIS OF THE MARKETING MIX

4.1. LETTER P FOR “PRODUCT”

4.1.1. CORE VALUE

Unlike other products in the same segment, if there are cereals or oats, which are either finely

ground or dissolved in liquid, TH True Milk Light Meal can be considered the first and only

grain-based fresh milk. of Vietnam today. Along with that, TH True Milk Light Meal offers

customers a light meal to energise during busy times.

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 4.1.2. BRANDING

TH True Milk Light Meal, a new product line from TH True Milk, has a unique white and

gold packaging that represents a premium offering. This product line has been significantly

upgraded, with innovations such as lactose-reduced, low-sugar, and low-fat formulae, placing

it as one of TH's premium dairy products.

4.1.3. PACKAGING

TH True Milk Light Meal recently used the packaging of Combibloc packaging from

Germany - the packaging is manufactured on the most modern and advanced lines today. This

packaging meets the standard 6 layers to resist invasive bacteria as well as direct light damage

to the product.

● Shape: rectangular box

● Sizes: 180ml

● The top of the box: product shelf life

● Box body: user manual, product information, nutrition table of product

● Appearance: main tone is white and light yellow - the yellow of the oat and a picture of milk

and oat on the spoon and in the bowl

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The True Milk Light Meal is distinguished by a distinctive feature: a bigger diameter straw

for simpler intake of both milk and oat grains. The product is now packaged in four milk

cartons wrapped in plastic and a piece of paper with the same pattern as the box.

4.1.4. SUPPORT SERVICES

TH True Milk has always appreciated the customer experience, so the services and customer

care part are always focused by TH. Not only with TH True Milk Light Meal products but

with any product, if customers have any problems, they can contact TH through the contact

methods printed on the product packaging or on the website of the brand.

In addition, TH also deploys a door-to-door delivery service to make it easier to buy and sell

products to customers especially TH True Milk Light Meal.

4.2. LETTER P FOR “PRICING”

TH True Milk utilises a value-based pricing approach for its products. Instead of solely

considering production costs or competitor pricing, value-based pricing takes into account

factors such as the quality, uniqueness, and benefits of the product, as well as the target

market`s willingness to pay. It aims to capture the value that customers perceive in the

product and align the pricing accordingly.

And at the price of VND 49,000 for a pack of 4 boxes of TH True Milk Light Meal 180ml,

TH True Milk has brought back one of the first oat fresh milk products and also a snack drink

from a dairy brand. Made in Vietnam. This price is also an appropriate price for nut milk and

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oat milk products from foreign brands that are competing fiercely in the Vietnamese market

today.

4.3. LETTER P FOR “PROMOTION”

Product discounts: TH True Milk Light Meal often applies discount strategies to attract

customers. This can include direct price reductions on products or percentage discounts. For

example: 10% off all TH True Milk products.

Buy one, get one free: This is a popular promotion strategy where customers buy one product

and receive another product for free. For example: Buy 2 sets of TH True Milk Light Meal

and get one TH True Milk Light Meal 180ml for free.

Special advertising and distribution: TH True Milk may organize special events or

collaborate with distribution partners to create unique promotional programs. For example:

Partnering with a supermarket chain to organize a special discount program for TH True Milk

Light Meal products.

4.4. LETTER P FOR “PLACE”

4.4.1. DIRECT DISTRIBUTION CHANNEL: TH TRUE MART STORE

Acting as a showroom, introducing TH Group's model from "meadow" to "each"

cup of milk” and share experiences of growing vegetables and raising dairy cows with

customers. It is also the place where customers register for services, VIP customers, etc.

Online ordering service, home delivery:

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Customers only need to place an order on the internet, the order is sent to the operating center,

the staff will then check the information the customer has filled in and call to confirm that the

customer's order has been placed successfully. Then choose the nearest distribution center or

TH true Mart store to deliver the order to that place and deliver quickly.

Benefit:

Efficient order management

Better management of customer information

Accurate order information reduces errors

Increase the ability to interact between the company and customers

Limitations:

The number of stores is still low compared to the shopping needs of consumers, especially in

rural areas, the cost of building chain stores will put financial pressure on the company and

hide high risks.

4.4.2. INDIRECT CHANNEL

This method is widely applied because it has the ability to reach customers quickly, and bring

large sales to the company.

With TH True milk, this indirect distribution channel includes level 1 channel, and level 2

channel.

4.4.2.1. 1 LEVEL DISTRIBUTION CHANNEL:

In addition to TH Group in charge of production and supply, there are also second members

who are retailers and supermarkets. A retailer is a place that sells dairy products directly to

consumers. TH True milk products have been present in big supermarkets such as Big C,

Coopmart, Metro, …

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 4.4.2.2. 2-LEVEL DISTRIBUTION CHANNEL:

Channel members include: TH Group, agents, retailers and consumers. TH Group will choose

its representative agent TNT Thinh Phat Joint Stock Company, this agent is responsible for

distributing goods to level 2 agents or retailers across the country. Level 2 agents are

wholesale intermediaries in provinces and cities, thereby providing retailers such as grocery

stores, market stalls, etc.

4.4.3. RETAIL IN STORE

TH True mart specialized store owned and operated by TH Group, retails fresh milk, yogurt,

cheese,... to direct consumers, and is also a place to supply goods for those Order online or

fax.

Supermarkets: TH fresh milk is present in almost all supermarkets across the country, such as

Metro, Big C, Lotte,... on the basis of business cooperation between TH Group and a system

of supermarkets, Products are owned by supermarkets.

Department Stores/Commercial Centers: TH dairy products are distributed to retail locations

by agents or the nearest TH True mart store, TH manages the sales of grocery stores in a

timely manner. indirectly through agents, because of the convenience of shopping for

consumers anytime, anywhere, which TH True mart stores have not been able to do.

4.4.4. RETAIL WITHOUT STORES

In addition to selling directly at the store, TH True milk also tries to perfect the sale and order

online right on its main website, when it meets the increasingly busy needs of society.

modern. TH True mart stores will play a major role in online sales.

4. MARKETING PLAN FOR THE NEXT YEAR

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Planning TH True Milk Light Meal's marketing campaign for next year requires careful

analysis and creativity. Here are the steps that pave the way for future marketing campaigns:

Define goals: First, goals can include increasing sales, increasing brand awareness, attracting

new customers, or increasing engagement on social networking sites like Facebook or

Youtube. Goals need to be specific, measurable, and achievable.

Market Research: Conduct market research to understand potential customers, competitors,

and industry trends. Identify the characteristics of the target customer, the problems and needs

that TH True Milk Light Meal products can solve.

Shaping the message: Identify the core message and core values of TH True Milk Light

Meal products. Focus on the special benefits the product offers, like nutritional value,

convenience, or great taste. Make sure the message matches the characteristics of your target

audience.

Reach channels: Identify the reach channels that target customers often use. This may

include traditional media advertising (newspapers, television, radio), online outreach (network

advertising, websites, social networks), or direct marketing (events, exhibitions).

Content marketing strategy: Create compelling and valuable marketing content for TH True

Milk Light Meal products. This includes blogging, creating videos, sharing recipes, or

providing nutritional information. Make sure your content is relevant to your goals and helps

customers better understand the benefits of your product.

Brand management: Building and maintaining the brand image for TH True Milk Light

Meal. Ensure that the brand and message are presented consistently across all reach channels.

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 Provide competitive advantage of products and create interaction with customers through

communication and advertising activities.

Measure and evaluate: Establish key performance metrics to measure marketing campaign

success. Use data analysis tools and methods to track and evaluate results. Based on results,

adjust campaigns and improve performance.

5. CONCLUSION

TH True Milk is a major dairy company noted for its fresh milk and high-quality dairy

products. Through comprehensive product research, creative marketing methods, and direct

consumer contact, the firm promotes brand growth. Their marketing strategy is based on a

strong brand identity and good customer relationships.

6. REFERENCE

1.1. OVERVIEW OF THE MILK MARKET

1. Admin (2018) Dân số Việt Nam mới nhất (2023) - cập nhật hằng ngày - DanSo.Org. Available

at: https://danso.org/viet-nam/.

2. Baotainguyenmoitruong.Vn (2018) “Tập đoàn TH sau 9 năm: Kỳ tích dậy sóng,”

baotainguyenmoitruong.vn, 9 May. Available at:

https://baotainguyenmoitruong.vn/tap-doan-th-sau-9-nam-ky-tich-day-song-250875.html.

3. Cuộc đua của các doanh nghiệp ngành sữa theo từng phân khúc (no date). Available at:

https://www.dairyvietnam.com/vn/Sua-Viet-Nam/Cuoc-dua-cua-cac-doanh-nghiep-nganh-sua-

theo-tung-phan-khuc.html.

19
4. Cường N.D. (2023) “Chủ thương hiệu Vinasoy đặt chỉ tiêu trả cổ tức 2023 giảm mạnh,”

Người Đưa Tin, 7 April. Available at:

https://www.nguoiduatin.vn/chu-thuong-hieu-vinasoy-dat-chi-tieu-tra-co-tuc-2023-giam-man

h-a601891.html.

5. Doanh nghiệp sữa chưa được hưởng lợi giá nguyên liệu giảm trong quý 1 | Fili (no date).

Available at:

https://fili.vn/2023/05/doanh-nghiep-sua-chua-duoc-huong-loi-gia-nguyen-lieu-giam-trong-qu

y-1-737-1069625.htm.

6. Linh Hà (2023) “Chủ thương hiệu sữa đậu nành Fami Canxi sắp "dốc hầu bao"

trả cổ tức,” Copyright (C) by Công Ty Cổ Phần Vccorp, 5 April. Available at:

https://cafef.vn/chu-thuong-hieu-sua-dau-nanh-fami-canxi-thu-lai-nghin-ty-co-dong-sap-day-t

ui-co-tuc-188230404233908665.chn.

7. Linh Hoàng (2023a) “Dân số ở Việt Nam hiện nay (2023) - ACC GROUP,” Luật ACC, 31

March. Available at: https://accgroup.vn/dan-so-viet-nam-co-bao-nhieu-nguoi/.

8. Linh Hoàng (2023b) “Ước tính dân số Việt Nam 2023 - ACC GROUP,” Luật ACC, 30 March.

Available at:

https://accgroup.vn/uoc-tinh-dan-so-viet-nam/#:~:text=D%C3%A2n%20s%E1%BB%91%20

Vi%E1%BB%87t%20Nam%20s%E1%BA%BD,m%E1%BB%97i%20ng%C3%A0y%20trong

%20n%C4%83m%202023.

9. Nam C.T.C.P.Gmp.V. (no date) Báo cáo tổng quan thị trường ngành sữa Việt Nam 2022.

Available at: https://gmp.com.vn/thi-truong-sua-viet-nam-2022-n.html.

10. Online T.T. (2023) Doanh thu quý 1-2023 của Vinamilk đạt 22%, chờ đợi quý 2,3 khởi sắc.

Available at:

https://tuoitre.vn/doanh-thu-quy-1-2023-cua-vinamilk-dat-22-cho-doi-quy-23-khoi-sac-20230

42916121243.htm.

11. Thị trường sữa nước - Cuộc chiến thị phần ngày càng nóng (no date). Available at:

https://www.dairyvietnam.com/vn/TT-Sua-Viet-nam/Thi-truong-sua-nuoc-Cuoc-chien-thi-phan

-ngay-cang-nong.html.

20
12. Vinamilk: Doanh thu quý I/2023 đạt 22% kế hoạch năm, quý II và III dự kiến sẽ khởi sắc | Tin

tức doanh nghiệp niêm yết | | CafeF.vn (no date). Available at:

https://s.cafef.vn/vnm-241673/vinamilk-doanh-thu-quy-i2023-dat-22-ke-hoach-nam-quy-ii-va-

iii-du-kien-se-khoi-sac.chn.

13. [WOWTIMES - Niên lịch & Thành tựu Việt Nam 2023] Công ty CP Thực phẩm Sữa TH -

Hành trình 14 năm vẽ lại “bản đồ sữa” Việt Nam (no date). Available at:

https://bepvang.org.vn/tin-tuc/ky-luc/wowtimes-nien-lich-thanh-tuu-viet-nam-2023-cong-ty-cp

-thuc-pham-sua-th-hanh-trinh-14-nam-ve-lai-ban-do-sua-viet-nam.

1.2. INTRODUCTION OF TH TRUE MILK

1. Châu M. (2023) “Tập đoàn TH vững bước trên ‘con đường xanh’ - Báo Đại biểu Nhân dân,”

Báo Đại Biểu Nhân Dân, 14 March. Available at:

https://daibieunhandan.vn/doanh-nghiep1/tap-doan-th-vung-buoc-tren-con-duong-xanh-i3186

95/.

2. “Người đàn bà sữa” và hành trình khẳng định thương hiệu TH true MILK (no date).

Available at:

https://doanhnghiephoinhap.vn/nguoi-dan-ba-sua-va-hanh-trinh-khang-dinh-thuong-hieu-th-t

rue-milk.html.

3. Tập đoàn TH: “Con đường xanh” hướng tới tương lai bền vững (no date). Available at:

https://kinhtenongthon.vn/Tap-doan-TH-Con-duong-xanh-huong-toi-tuong-lai-ben-vung-post5

5670.html.

4. Trí D. (2016) “TH true MILK: Đưa thương hiệu sữa tươi Việt Nam ra thế giới,” Báo Điện Tử

Dân Trí, 2 December. Available at:

https://dantri.com.vn/kinh-doanh/th-true-milk-dua-thuong-hieu-sua-tuoi-viet-nam-ra-the-gioi-

20161202073817395.htm.

2.1. MACRO ENVIRONMENT

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1. Nhóm 9 _ TH True milk (no date). Available at:

https://www.slideshare.net/ynhong797826/nhm-9-th-true-milk.

2. Online T.T. (2023) TH: Tiên phong phát triển kinh tế xanh - kinh tế tuần hoàn. Available at:

https://tuoitre.vn/th-tien-phong-phat-trien-kinh-te-xanh-kinh-te-tuan-hoan-202303140936399

62.htm/.

3. Thúy N. (2023) “Những đánh giá ‘xanh’ về quy trình sản xuất tuần hoàn, bền vững tại TH

true MILK,” Tạp Chí Kinh Tế Sài Gòn [Preprint]. Available at:

https://thesaigontimes.vn/nhung-danh-gia-xanh-ve-quy-trinh-san-xuat-tuan-hoan-ben-vung-ta

i-th-true-milk/.

4. Tiêu thụ sữa tại Việt Nam sẽ đạt 40 lít/người/năm vào 2030 (no date). Available at:

https://nhipcaudautu.vn/kinh-doanh/tieu-thu-sua-tai-viet-nam-se-dat-40-litnguoinam-vao-203

0-3350041//.

5. Tran, T. (no date) cogate. Available at: https://prezi.com/ur-ragpqes3f/cogate/.

2.2 MICRO ENVIRONMENT

Crm A. (2023) “Phân tích chiến lược kinh doanh của TH True Milk,” MISA AMIS [Preprint].

Available at: https://amis.misa.vn/30576/chien-luoc-kinh-doanh-cua-th-true-milk/.

2.3.1. SEGMENTATION

Báo điện tử Tiền Phong (no date) Báo điện tử Tiền Phong. Available at:

https://tienphong.vn/th-true-milk-lot-top-2-thuong-hieu-sua-duoc-lua-chon-nhieu-nhat-post14

53285.tpo/.

Tạp Chí Điện Tử Luật Sư Việt Nam (2023) “TH true MILK: Dòng sữa tươi sạch từ đồng đất

Việt vươn tầm quốc tế,” 10 July. Available at:

https://lsvn.vn/th-true-milk-dong-sua-tuoi-sach-tu-dong-dat-viet-vuon-tam-quoc-te165397171

9.html.

TuấN A. (2022) “TH true MILK lọt Top 2 Thương hiệu sữa được người tiêu dùng lựa ...,”

danviet.vn, 13 July. Available at:

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https://danviet.vn/th-true-milk-lot-top-2-thuong-hieu-sua-duoc-nguoi-tieu-dung-lua-chon-nhie

u-nhat-20220713144904593.htm.

VietNamNet News (no date) “TH true MILK - Top 2 thương hiệu sữa được lựa chọn nhiều

nhất,” VietNamNet News. Available at:

https://vietnamnet.vn/th-true-milk-top-2-thuong-hieu-sua-duoc-lua-chon-nhieu-nhat-2039921.

html.

VnExpress (2019) “Vì sao sữa Vinamilk được ưa chuộng tại thành thị lẫn nông thôn?,”

vnexpress.net, 25 July. Available at:

https://vnexpress.net/vi-sao-sua-vinamilk-duoc-ua-chuong-tai-thanh-thi-lan-nong-thon-39569

87.html.

2.3.2. DIFFERENTIATION

Act.a0272-NPThanh (2023) “Bài học thành công từ chiến lược nhân sự của TH Truemilk,”

MISA AMIS [Preprint]. Available at:

https://amis.misa.vn/11616/chien-luoc-nhan-su-cua-th-true-milk/.

Baotainguyenmoitruong.Vn (2018) “Tập đoàn TH đạt giải ‘Chăm sóc khách hàng xuất sắc

của năm’ tại Giải thưởng Kinh doanh Quốc tế 2018,” baotainguyenmoitruong.vn, 23 August.

Available at:

https://baotainguyenmoitruong.vn/tap-doan-th-dat-giai-cham-soc-khach-hang-xuat-sac-cua-n

am-tai-giai-thuong-kinh-doanh-quoc-te-2018-258330.html.

4.1. LETTER P FOR “PRODUCT”

Pv (2021) “Những ưu điểm vượt trội của Sữa tươi bổ sung yến mạch TH true MILK LIGHT

MEAL,” Copyright © 2021 Báo SKĐS Online, 3 December. Available at:

https://suckhoedoisong.vn/nhung-uu-diem-vuot-troi-cua-sua-tuoi-bo-sung-yen-mach-th-true-

milk-light-meal-169211203103711624.htm.

4.3. LETTER P FOR “PROMOTION”

KHUYẾN MÃI. https://www.thmilk.vn/khuyen-mai/?csrt=4957694451524649552

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4.4. LETTER P FOR “PLACE”

Tất Tần Tật Những Điều Cần Biết Về Place Trong Marketing Mix. (2022, September 13).

Glints Vietnam Blog. https://glints.com/vn/blog/place-trong-marketing-mix/

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