TH true TEA

management system and analyze how the company gains

success from the management system

Group 5

Phạm Thanh Tùng

Phan Thị Ngọc Diệp
Nguyễn Tuấn Anh
Nguyễn Nguyên Giáp
Nguyễn Hoàng Long
 1. ABOUT TH TRUE TEA FOUNDER
Mrs. Thai Huong - successfully developed
TIMELINE PRODUCT LINE TH brand "True Happiness" based on the
fundamental value "For Public Health"
2010
Introduced TH farm dairy
products to the market
VISION & MISSION
As a patriotic business corporation, TH Group
determines its interests in accordance with Vietnamese
2021
people and society.
AUGUST
TH Group believes strengthening people physically and
Launched TH true TEA product set
Natural Lemon
intellectually is a sustainable method for nation
including natural lemon-flavored Natural
Green Tea Oolong Tea development.
green tea and natural oolong tea
TH Group's investments are centered on the application
TH'S TRUE STORY of international advanced technologies for sustainable
Aim to raise Vietnamese Stature has motivated it to and healthy agricultural products.
engage in high-tech agriculture, aquaculture, and forestry

5 For public health

Truly natural
Determination to be a world-class supplier of clean food CORE Fresh, tasty, and nutritious
"completely from nature" starting with "TH true MILK" Environmentally friendly & Innovative thinking
clean milk production. VALUES Harmonization of interests.

Source: TH Group n.d.

 2. BRAND ANALYSIS
ESSENCE
Nature guaranteed
Product Positioning

VALUES, BELIEFS & PERSONALITY REASONS TO BELIEVE

After a year of launching, TH true TEA has become a key player in
Truly natural 05 06
the RTD TEA market and achieved the following key milestones:
Fresh, tasty and nutritious
Share (VOL): 10%
Environmentally friendly - Innovative thinking
Awareness: 55%
Harmonization of interests
08 Product trial: 120000 hits

BENEFITS DISCRIMINATOR
04 07 Strong tea flavor, light sweetness (unlike other bottled teas I've
Functional:
ever consumed), and low calories make it ideal for people
Refreshing & natural feeling
looking to lose weight (Th True Tea 2021).
Natural Tea good for health
Emotional: Mind-free, relaxing
INSIGHT
Launched during the Covid-19 pandemic, TH true TEA promises to become a
03
health-conscious favorite as it includes all-natural components, it reduces
stress and fatigue and boosts immunity (VIR 2021).

COMPETITIVE ENVIRONMENT 01 02 TARGET CUSTOMER

Male/ Female, from 16 –25 (Gen Z), urban, desire to
Ready-to-drink tea market: O Long Tea plus (Suntory
have purely nature, high-quality, delicious, refreshing,
PepsiCo), Tra xanh Khong do (Tan Hiep Phat), Dr.Thanh
good-for-health products.
(Tan Hiep Phat), C2 (URC)
 STRENGTHS WEAKNESSES
Integrated Supply Chain High Price Points
High-Quality Products Limited Global Presence
Dependence on the Domestic

S W
Brand Recognition
Innovative Practices Market

OPPORTUNITIES THREATS

International Expansion
Product Innovation
O T Competition:
Economic Fluctuations
Changes in Consumer
Sustainability Initiatives
Preferences