VINAMILK COMPANY

Vinamilk is currently the leading dairy company in Vietnam

market and aiming to become a world grade brand in food and
beverage industry. In addition to the strong domestic
distribution with a network of more than 220,000 points of sale
covering all 63 provinces, Vinamilk products are also exported
to 43 countries around the world such as the US, France,
Canada, Germany, Korea and Japan, Middle East,
Southeast Asia ...
VISION MISSION
To become a world grade brand in
To deliver the valuable nutrition
food and beverage industry, where
to community with our respect,
people put all their trust in nutrient
love and responsibility
and health products.
Vinamilk penetration strategy
into South Korea market
 VINAMILK PENETRATION
PLAN INTO KOREA MARKETTEAM 3
 OUTLINE
PLAN
MARKET ACTION
OBJECTIVE
ANALYSIS PLAN
S
MARKET ANALYSIS

Overview
South Korea

Juice Market

Competitive
Landscape
MARKET ANALYSIS
Overview Korea, Rep.
Economic, political and legal environment

● Being “strategic partnership” of

VietNam
● One of the most ease of doing business in
the world
● Rapidly recovering the economy in Covid
-19 pandemic
● Being the high-income economics
● VKFTA was officially signed in 2015

Source: doingbusiness
MARKET ANALYSIS
Overview Korea, Rep.
Population and society

● Population essentially focuses on

Population: 51,27 million 2020
Northwest and Southeast area
● More 50% of population in the
Seoul captial region
● The lowest fertility rate in the world
(0,84) and and non-marriage trend is
increasing
● Appearing population aging
● Single-person and two members
households is rising continuously
and spreading throughout the country

Source: Korea Invest

Source: Euromonitor International: Economies and Consumers, 2018
MARKET ANALYSIS
Overview Korea, Rep.
Lifestyle

● Both quality of life and cost of living

are on top in Asia
● South Korean is increasingly health
conscious
● High-technology access rapidly
spreads throughout in citizenry
Source: numbeo.com

● Average daily time on internet aged

16 to 64 is 5h22m
● Almost 99% of South Koreans go
online at least once a week
MARKET ANALYSIS MARKET
Juice Market GROWTH

Korea’s juice market is dominated by large domestic manufacturers

Imports, while making up less than 15% of the market, are on the rise
MARKET ANALYSIS
MARKET
Juice Market GROWTH
Frequency of drinking ready-to-drink fruit juices in South
Korea as of March 2019
Everyday 0.7% Traditional fruit flavors dominate
New flavors expand
5-6 times a week 0.9%

3-4 times a week 4.83%

1-2 times a week 18.42%

2-3 times a Month 17.62%

Once a Month 4.72%

Less than once a Month 4.31%

Search volumes for fruit and vegetable beverages

show an increasing trend between May and June,
when temperatures begin to increase each year

5
MARKET ANALYSIS
Juice Market
MARKET TREND

According to Market Kurly, the sales volume of

‘Not From Concentrate’ juices from January to July
2020 increased 57% from the previous year

Health and wellness trend

LOW HIGH
SUGAR NUTRITION
MARKET ANALYSIS
Juice Market MARKET TREND

Mobile shopping transaction value in South

Most popular mobile shopping apps among mobile
Korea from 1st quarter 2013 to 1st quarter 2020
shoppers in South Korea in 2019, by gender

Shopping
online
trend
MARKET ANALYSIS
Juice Market
FINDING CUSTOMER

%
Wage levels of women living with children
54
Labor force participation rate, female under 18 in South Korea as of April 2019
53 (% of female population ages 15+)
40%
(modeled ILO estimate)
52
35% 33.1%
51 29.5%
30%
50
25%
49
20%
48 14.2%
15% 13%
10.2%
47
10%
46
1990 1995 2000 2005 2010 2015 5%
Year
0% <1 1-2 2-3 3-4 >4
Monthly wage in million South Korean won
MARKET ANALYSIS
Juice Market
FINDING CUSTOMER

Women of nowadays have difficulties

to keep balance between work and
family
HOW TO BALANCE
WORK AND
FAMILY?
Working Moms Need
CONVENIENCE
FAMILY NUTRITION
 PRODUCT
Made from natural fresh fruits with 3 NO, nutrient-rich for your healthy whole family

DESIGN
⮚ Translate package to Korean
Women
⮚ Bright color

THREE
PACKAGE
NO ⮚ Paper Packing Box
No sugar ⮚ 1 L x 4 boxes/ 1 carton
Men
No color

No preservatives added Distribute more Mixed flavor products according to market share
 PRICE
Penetration pricing: Discount price to gain market share and attract new
customer

COCA COLA
LOTTE
COMPANY VINAMILK HAITAI WOONGJING BEVERAGE.
CHILSUNG
CO

2600 KRW/pack 2500 KRW/pack 3000 KRW/1.5L 3250 KRW/1.5L 3300 KRW/1.5L
PRICE
1L 1L PET bottle PET bottle PET bottle

x2 2340 KRW/ pack 1L

Discount 20% on the second pack
if purchasing couple pack one time
PLAC
E ●
●
Focus on urban areas with 2 channels: online and offline
TA is working mom: urban areas
● Good service in urban areas
● High-income and high product consumption
● Seoul capital region with more 50% of Population
ONLINE
CHANNEL

For high market

coverage
PLAC Average
Discount store
E OFFLINE Growth 11,4%
Average Leading discount stores based on market share
Growth 14% in South Korea in 2016
CHANNEL
Main purchasing channels for juice
Source: Statista 2021

• For high Market coverage

• Using Emartmall app

For high
Market coverage

Convenience store
PROMOTION: PHASES
• Finding a convenient source of
BIG IDEA nutrition for my family

KEY • Balanced nutrition - Balanced life

MESSAGE

SUPPORTING • KOLS
TACTICS • SEO

• Second half (from May), when

TIME temperature starts increasing annually
PROMOTION: PHASES
Engage:
Trigger: Amplify:
Gain new
Increase brand awareness Gain more new market share
market share

Make working moms realize that

Finding a convenient source of Increase usage of "100% Vfresh
Expand market and more brand
OBJECTIVES nutrition for the family is no longer Vinamilk" products and brand
awareness
a concern with the "100% Vfresh awareness
Vinamilk” product

• Sales: 20% for second

Clip: “moms are stressed both
working and personal life: concern •
HIGHTLIGHT KEYS
the sugar level family consume >>
the appearance of 100%Vfresh”
products (1L products)
Ads clip: “emphasizes the
convenience and no sugar of
100% Vfresh, special mixed
flavor”
Ads clip: “emphasizes the
convenience and no sugar of
100% Vfresh, special mixed
flavor”

• Apply 2nd product discount at

Digital ads on social media: offline and online stores Digital ads on social media:
CHANNEL
Youtube, TVC, Facebook,... • Digital ads on social media: Youtube, TVC, Facebook,...
Youtube, TVC, Facebook,...