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Nguyễn Ngọc Yến

IMC Marketing 304 (Trường Đại học FPT)

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Subject: MKT 304

TH True Milk Media Plan

Nguyễn Ngọc Yến - HS153166
LECTURER: Đoàn Thị Thanh Hương
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CONTENTS

A - ABSTRACT
The brand and the present
market

B - THE MEDIA PLAN

1. Introduction
1.1. Company
1.2. Products/ services
2. The situation analysis
2.1. Micro-environment
2.2. Macro-environment
3. The marketing strategy plan
3.1. Objectives
3.2. Media strategy
3.3. Selecting and evaluating
broad media classes
3.4. Selecting media within
classes
3.5. Media use decision
3.6 Media classes evaluation
4. Creative strategy plan
4.1. Schedule
4.2. Evaluation and follow up.

C - CONCLUSION
Plan summary and overall
evaluations.

D - APPENDIX
1.References
2.Figures

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ABSTRACT

TH True Milk Company started construction in 2008. TH Group has

achieved many outstanding achievements, of which the most
appreciated is the project "Concentrated dairy farming and milk
processing on a high-tech industrial scale". In particular, the process
of producing fresh milk follows a closed chain from green pastures to
clean cups of milk.

TH True Milk products officially reached consumers in December

2010. By 2013, this company has achieved accumulated revenue of
approximately 6,000 billion VND. The revenue of 2013 alone
reached 3,000 billion VND.

According to retail market measurement data as of November 2018,

TH True Milk milk grew by nearly 22% in volume and 30% in
revenue. Up to now, the business has reached 40% of the market
capacity in the fresh milk segment in urban retail channels.
Therefore, in this essay, I will create a communication plan for TH
True Milk milk. in the first 5 months of 2022.

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THE MEDIA PLAN

1.1 Company

TH True Milk Company started construction in 2008. The

meaning of TH brand is explained based on the English
meaning of the word True Happy. The TH True Milk project has
been underway since 2009 with the import of beef farming
technology from Israel. In addition, the company also selects
and selects thousands of cattle breeds from New Zealand.
Since that time, the company's business has grown rapidly.
Currently, the enterprise has become a leader in the

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production of "clean" fresh milk. TH True Milk also expanded
its scale with a herd of up to 45,000 cows imported and cared
for under a special regime.

1.2 Products/Services
TH True Milk fresh milk product was born in a modern society with increased
income and improved understanding of the benefits of milk for human health.
Consumers' demand for clean, quality and nutritious milk products, TH True
Milk has fully met those wishes from consumers. The company focuses on
providing clean, diversified dairy products from nature, and at the same time
fresh - delicious and best quality.
In order to meet the increasing demands of consumers, the company has not
hesitated to invest in the world's most modern technologies in concentrated
dairy farming with a closed production process. green meadow to a clean
glass of milk”. As a result, milk products from TH True Milk always have
guaranteed quality, fresh taste, and full of nutrients.
TH True Milk is also provided with the international certificate ISO 22000: 2005
on food hygiene and safety of BVQI organization and many other certificates
about the quality of its products.

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2. THE SITUATION ANALYSIS

2.1 Micro-environment

Strengths Weaknesses
- Large investment, leading modern -For Vinamilk, many customers do not know
equipment in Vietnam (technology the TH trueMilk brand.
imported from Israel and New Zealand). - The distribution system has not created high
- Actively build a farm to get milk.- Clear coverage.
and specific strategic goals - Most raw materials are imported, thus
- Experienced, enthusiastic and creating dependence on input materials and
professional staff and management team. high costs.
- The process is closed and modern, - Product price is higher than other brands.
ensuring the quality of each product when - The current capital structure still uses a lot of
it reaches customers, attracting the trust of borrowed capital
consumers. - Mainly doing business and heavily
- Having its own distribution system dependent on the domestic market
besides the media distribution channel
(more than 250 TH true Mart stores across
the country)

Opportunities Threats

-- The dairy market is assessed as having -Incessant competition in Vietnam's dairy

potential in Vietnam. market.
- Political economy, society is more and - Any product of the brand can be
more stable and developed. imitated and sold at a cheaper price.
- The Government has introduced many - Exchange rate fluctuations affect input
policies to support and encourage the costs.
development of the dairy processing - Impact of economic crisis, market
industry. fluctuations (Covid-19 outbreak)
- TH has just entered the dairy market, so
there will be many opportunities and
experiences that other brands go through

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2.2 Macro-environment
A) CUSTOMER PERSONAL
The potential market calls for consumers: All Age

- As of November 21, 2021, the population of Vietnam is 98,476,869

people according to the latest figures from the United Nations. The
natural population growth is expected to be positive because the
number of births exceeds the number of deaths by 912,801 people and
a decrease of -82,555 people due to migration. With a relatively fast
population growth, the dairy industry will expand to a broader market,
create consumption opportunities and increase revenue.
- The proportion of trained workers with degrees and certificates in the
second quarter of 2021 accounted for 26.1%; trained workers in urban
areas is 41.1%, 2.3 times higher than in rural areas. The rate of literate
people aged 15-60 is 97.85%. Living standards are increasingly
improved, creating opportunities for businesses in the dairy industry to
develop.

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B) Legal politics:

- Positive impact in creating and implementing

strategies of Vietnamese enterprises in general and
enterprises in the dairy industry in particular.- Tax
incentives. The manufacturing industry has received
incentives in the Law on Promotion of Domestic
Investment in terms of land lease, corporate income
tax, and import tax on machinery and equipment. This
as a moral encouragement facilitates the company to
try harder.
-The dairy industry is not affected by the law much.
However, this trend may change in the next year when
the new Price Law is enacted and some adjustments
are made to the current listing of milk prices.

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C) Economic:

-According to the General Statistics Office,

the per capita income of Vietnam is 4.2
million VND/month.
- The country's consumer price index (CPI)
in October 2021 decreased by 0.2%
compared to the previous month,
increased by 1.67% compared to
December 2020. Generally, in 10 months,
CPI increased by 1.81% over the same
period. period last year - the lowest
increase since 2016. Core inflation in 10
months increased by 0.84%.
- Most of the prices of many dairy products
are stable with low inflation, creating
conditions for consumers to shop more
and businesses to boost production.

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D) Culture and society:

- In Vietnam, consumers have a habit of using sweets as

well as canned products or milk-related products.
Access to information becomes easy through the
Internet, newspapers, television, ... making people feel
an increasing need for care and satisfaction of physical
needs. Therefore, marketing, advertising and
distribution activities to customers become more
convenient.
- Capturing the characteristics of Vietnamese people's
concept that Vietnamese people use Vietnamese goods,
often using what they feel secure about prestige and
quality. Besides, the physical characteristics of
Vietnamese people are relatively low weight and height
compared to the world.
- With the rapid development of society, people also
need high-quality nutritional products in terms of time.
Milk is a quick solution but still ensures the quality of
nutritional supplements for working age and students,
especially most children today are fed with powdered
milk. This is an opportunity for the dairy industry to
develop more diversified products, expand production
and distribution in the market.

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3. THE MARKETING STRATEGY PLAN

3.1 OBJECTIVES
Repositioning thecustomer awareness
Continue to develop the message "Clean Milk" to get the
attention of consumers. Especially in the present time, when
the environment is contaminated with unhygienic food.
Target customers target mothers, housewives in the family.
Increasing profit
In the first 11 months of 2018, TH true MILK milk grew by nearly
22% in volume and 30% in revenue, in the context that the whole
liquid dairy industry barely increased. Up to now, TH true MILK's
market share in the fresh milk segment in urban retail channels
has reached nearly 40%, leading in the fresh milk segment.

3.2 MEDIA STRATEGY

a. Focus on quality imagery advertising:
Images are an important part of your business arsenal and should be considered a crucial
business asset. Not only will having good images help you to win customers, but it will also give
you a bargaining tool to use when collaborating with other brands and businesses. (Solve, 2020).

b. Choose media allowing immediate interaction:

Interactive media allows people to connect with others, whether that's people or organizations, by making
them active participants in the media they consume through text, graphics, video, and sound.
(Investopedia,2021)

c. Buzz marketing is significantly essential

People in a social network are linked, they hear and care about others, and they are occasionally
affected. As a result, obtaining favorable feedback from a variety of sources is critica

d. The messages must be truly relevant to target consumers

(both in content, presentation and media vehicles)
Will still keep the previous message: "TH true Milk - Really natural". Therefore, TH wants to bring
consumers a new product with 100% pure coffee ingredients combined with the "clean milk" line
that TH is developing.

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3.3. SELECTING BROAD MEDIA CLASSES

How this media classes fit into the strategy

IMAGERY IMMEDIATE BUZZ RELEVANT

Internet/digital media

Email marketing

Online newspaper

Marketing sponsorship

E-commerce platform

Support media

Figure 3.3.1. How chosen media classes fit into the aforementioned strategy

3.4 - 3.5 SELECTING MEDIA WITHIN

CLASSES AND MEDIA USE DECISION

Media within classes Media use decision

E-commerce platform Create banners to attract

Platforms for ads: customers during promotions
- Shopee Priority order: Tiki > Shopee >
- Lazada Lazada.
- Tiki Estimated number of billboards
Digital billboards ( in big revues in Vietnam: 200 regular
of cities, attention-catching) billboards in stores.

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Media within classes Media use decision

Marketing sponsorship - Use the firm's logo as a

- Become a sponsor for the program background and offer each
visitor a participatory present
that is a corporate product.
Internet advertising
Google:
- Interspersed with information
- Focus on optimizing
about sale promotion campaigns
Google algorithms).
are running visual adverts.
- Run online advertisements.
- Geographic scale: large (Facebook,
- Upgrade the official
2022)
website (SEO, UI/UX, etc.)
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Instagram: - Macro and micro influencers

- Macro and micro influencers who write and publish photos.
who write and publish photos. - On articles, use both images
- Use Instagram stories to and video advertising.
promote your online ads. - Use Instagram's newsfeed to
run visual advertising.
- The ads will be targeted
depending on age and location.

Facebook: - Run both imagery ads (appearing on

- Run online advertisements. audiences’ newsfeed) and video ads
- Upgrade the fan page with (appearing on Facebook watch).
more viral content. - Viral content for fan page can be
- Advertising on famous pages based on:
- Seeding in relevant groups + Social trends
+ Sales promotions/give-aways
- Advertising on famous pages: 1
post/page.

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Media within classes Media use decision

- Seeding in relevant groups: use

personal
accounts (seemingly irrelevant to
the
brand) to create favourable earned
opinions.
- Frequency: 1 post/group

Email marketing Three main goals:

- Sending latest collections - TH True Milk customers who have
to customers. made a purchase.
- Individuals looking for information
about milk appliances.
- Subscribers to the official website
of TH True Milk

Online newspaper Not only marketing new product

- Promoting for the product, lines, but also confirming the
the new face: Afamily, Eva.vn, quality of existing product lines.
Phunungaynay.vn, Vnexpress The media should also give
- Promoting for the brand: information on TH True Milk, a
Đẹp magazine , Phụ nữ và gia Vietnamese product
đình

Support media - Major cities of 63 provinces

-Digital billboards (in big revues (Hanoi, Ho Chi Minh City, Da Nang,
of cities, attention- catching). Hai Phong, Can Tho, ect).
- Estimated number of digital
billboards in Vietnam: 5000.
Regular billboards at each store.

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3.6 - MEDIA CLASSES EVALUATION

digital media
S W O T
Generate interes Annoyance
Internet /

Effective and Consistency and

Cost
expansive reach coherence
Clutter
Creativity
Easy tracking
marketing
Email

Low Database
penetration effectiveness

Low cost + high ROI Customers

sponsorship

Increase the number need time to

Marketing

of followers on social purchase

networks
Win the trust of
customers
Online newspaper

Effectiveness can
always be Support for
measured social marketing
potential
customers for
many products
E-commerce

Immediate
platform

response
Familiarity Over-reliance
Support media

High reach and

Immeasurability
coverage
High cost
Effective image
showing

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5
MONTHS
4. Creative 2022
strategy plan
JANUARY - FEBRUARY - MARCH
4.1 SCHEDULE APRIL - MAY

JANUARY FEBRUARY MARCH APRIL MAY

Internet/digital media

Email marketing

Online newspaper

Marketing sponsorship

E-commerce platform

E-commerce platform

Figure 4.1.1. Creative plan schedule for 5 months in Summer 2022

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3.6 - MEDIA CLASSES EVALUATION

FAILED GOOD EXCELLENT

The goal of achieving a
The rate of positive The rate of positive
90% positive response
digital media

responses reaches 50- responses

Internet /

rate was not met.The

90%. reaches over 80-90%
rate of negative
responses reaches
20%.

Mail-opening rate: Mail-opening rate: Mail-opening rate:

Email marketing

below 20%. 40-50%. above 70%.

Response rate: Response rate: above Response rate: above
below 10%. 22%. 50%.
Purchase rate: below Purchases rate: Purchases rate:
5%. above 20-30%. above 55%.

Product search Product search Product search

sponsorship
Marketing

volume on volume on volume on internet

internet increased internet increased increased by more
by less than 25% by 60-80% than 60%
Online newspaper

Views of online Article online views are Article online views

articles are lower equal to or higher than are twice the
than the site’s 30% of the average article average website
average post views views website. article views.

Sales statistics for Purchase volume Rating from 4 stars

E-commerce
platform

the platforms over 10000 orders/day or more

remain or Purchase volume
decrease. over 5000 orders/day

Sales statistics Sales statistics Sales statistics

reach below 13000 reach from 10000- reach above 20000
Sale

billion VND. 20000 billion VND. billion VND.

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Six key media layers were chosen to promote

TH True Milk from a wide range of items
accessible on the market and an extra big
coverage, with two clear aims in mind. While
each media layer has its own set of
advantages and disadvantages, they all work
together to create the best overall synergy.

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