MEMBER TASK

Nguyễn Hồng Nam Phương

- Total file, edit
17DH700171
information, do the essay
Nguyễn Thị Minh Ngân
- PowerPoint
17DH700147
- Objectives
Lương Tuyết Linh
17DH700166 - Swot Analysis

Võ Hoàng Oanh - PowerPoint

17DH700175 - Target customers,
Slogan & Message
Phan Nguyễn Hoàng Oanh
- PR Plan
17DH700119
- Budget
Lê Trần Trúc Vy
- Overview about Vinamilk
17DH700151
- Evaluate
Trịnh Thị Mỹ Linh
- Budget
17DH700154
- Review and Revise
 TABLE OF CONTENTS

1. OVERVIEW ABOUT VINAMILK……………………………………........1

2. TARGET CUSTOMERS…………………………………………………...4

3. OBJECTIVES……………………………………………………………….4

4. SLOGAN – MESSAGES…………………………………………………..4

5. SWOT ANALYSIS………………………………………………………….5

6. PR PLAN…………………………………………………………………….7

7. BUDGET……………………………………………………………………10

8. EVALUATE…………………………………………………………………11

9. REVIEW AND REVISE……………………………………………………12

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 1. OVERVIEW ABOUT VINAMILK

1.1. ORGANIZATION INTRODUCTION

Vinamilk was established on August 20, 1976. In
1995, Vinamilk officially built the first dairy factory
in Hanoi. In 2001, inaugurated a dairy factory in
Can Tho. In 2003, Vinamilk continued
inaugurated a dairy factory in Binh Dinh and
Saigon.  In 2010, Vinamilk successfully
penetrated to New Zealand and other countries. In 2012, inaugurated a
modern dairy factory and built a dairy farm in Lam Dong. In 2016, Vinamilk
Organic Fresh Milk was launched and so far, various product lines have
been launched. 

Vinamilk's headquarter is located at No. 10, Tan Trao Street, Tan Phu
Ward, District 7, Ho Chi Minh City. HCM. After more than 38 years of
establishment and development, Vinamilk has become one of the leading
companies in Vietnam and contributes greatly to the prosperity of the
country. Vinamilk's subsidiaries - including 3 branches, 15 factories, 2
warehouses and 3 subsidiaries are always creative, constantly striving for
the brand to reach new heights. Up to date, Vinamilk has developed three
other main branches: Hanoi, Da Nang and Can Tho.

Vietnam Dairy Products Joint Stock Company Vinamilk is now a leading

milk supplier to consumers, which is trusted and selected by consumers in
the country. The core value of Vinamilk towards that is "Becoming the
leading symbol of belief in Vietnam on nutrition and health products to
serve human life" .

1.2. PRODUCT INTRODUCTION

The milk tea market in Vietnam has been very active in recent years with
the growing of many brands from Singapore, Taiwan, Hong Kong such as:
Koi, Gongcha, Tenren, Dingtea, Royal Tea, etc. Therefore, in June 2019,
Vinamilk decided to launch Vinamilk Happy Milk Tea Milk Sugar Product
line.

Happy Milk Tea with a low-sugar rate is a suitable and healthy drink for any
customers of all ages. The special part of this product is it does not use
preservatives but pure black tea cup material from Lam Dong plateau with

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selected fresh milk. It brings a delicious, sweet and rich aroma to
customers, just like the aroma of your first love, brightly and unforgetable.
Furthermore, because of the low rate of sugar and the lack of
preservatives, we assure the product is healthy for customers.

 Product information:
- Low sugar milk tea of Vinamilk - Happy Milk Tea
- Released in June 2019
- Slogan: You, me and a cup of Happy milk tea is the key of happiness
- Vinamilk's Happy Milk Tea launched a product line with two designs:
a 300ml plastic bottle and a 180ml can.
- Price: 7,000 dong/180ml bottle
12,000 dong/300ml bottle

7,000 dong/180ml bottle 12,000 dong/300ml bottle

- Happy Milk Tea is now released all over the country.

Customers can order the product on Giấc mơ sữa Việt website, link:
https://giacmosuaviet.com.vn/l; Or buy the product at Giấc mơ sữa
Việt store of Vinamilk. There are 90 stores in Ho Chi Minh city alone
and customers can choose any stores that near their house the most
to purchase the product.

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 2. TARGET CUSTOMER
Customers segment are young generation from 16 to 27 year-old, both
male and female, who are students, or office workers that have an average
income. Moreover, target customers that we are heading to is people who
need the processed, packaged product bringing the  convenience,
neatness, quickness and especially healthcare.

3. OBJECTIVES
- Building brand awareness and trust from public during the introduction
time, make customers know and understand the value of our products
- The diversification and popularity of the product are further developed on
the Vietnamese market.
- Becoming one of the favorite milk tea brands in Ho Chi Minh City.
- Our goal in 3 months is to have more than 1000 products sold, the sales
will increase 10%, expand 2 more branches in the market.

4. SLOGAN - MESSAGES
4.1. SLOGAN
You, me and a cup of Happy milk tea is the key of happiness
4.2. MESSAGE
Nothing is better than sharing a cup of Happy milk tea with your friends,
your lovers, your family and enjoy the taste of happinesss

5. SWOT ANALYSIS
5.1. STRENGTH
- Vinamilk is a popular brand that is familiar and trusted by Vietnamese
consumers over the past 34 years: owning the leading brands in Vietnam
such as: Mr. Tho condensed milk, Star, Dielac, Yogurt Vinamilk
- Leadership and management are good and experienced: Vinamilk has a
good, experienced leadership team proven by sustainable business profits.
- Diverse product portfolio, targeting many customers, products with high
quality but lower prices than imported products of the same type
- Extensive distribution network, combining many modern and traditional
distribution channels

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- Strong finance: While many businesses are facing difficulties due to loan
interest rates, Vinamilk has a quite safe capital structure, debt / total assets
ratio is 16.7% (2009).
- Modern equipment and technology: Vinamilk uses modern production and
packaging technology in all factories. The company imports technology
from European countries like Germany, Italy and Switzerland to apply to
the production line. Vinamilk is the only company in Vietnam that owns a
system of machines using Danish Niro spray drying technology. In addition,
the company also uses international-standard production lines provided by
Tetra Pak to produce dairy products and other value-added products

5.2. WEAKNESS
- Not being able to take initiative in the source of raw materials: much
depends on imported raw materials, so input costs are strongly affected by
world milk prices and exchange rate fluctuations.
- The market share of powdered milk is not high, not yet able to compete
with imported milk powder products from the US, Australia, and the
Netherlands.

5.3. OPPORTUNITIES
- The supply of raw materials is receiving support from the government,
imported raw materials have a reduced tax rate
- High potential customer force and great demand:
+ Vietnam has a young population structure (children account for
36% of the population) and the population growth is over 1% per
year, this is a very attractive market
+ Income per capita increased by over 6% each year.
- Competitors are weakened due to issues related to the view that
Vietnamese people using Vietnamese goods are being responded:
- Along with the campaign "Vietnamese people use Vietnamese goods"
(August 2009), the first mobilized milk products have increased the
competitiveness of domestic dairy companies, including Vinamilk.

5.4. THREATS
- Market participation of many strong competitors:
+ The milk market is fiercely competitive when there are many
companies participating, especially the big dairy companies in the world
such as Nestle, Dutchlady, Abbott, Enfa, Anline, Mead Johnson, ..

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 + The roadmap for reducing tariffs that Vietnam committed when
joining WTO is to reduce the tax on powdered milk from 20% to 18%,
condensed milk from 30% to 25% → this is an opportunity for Vinamilk's
competitors to be easier to penetrate the Vietnamese market.
- Input source is not stable:
+ The current dairy industry in Vietnam is dominated by households
(95%). The total output of fresh milk only meets 20-25% of the consumed
milk, the rest must be imported. Since 2005, the development of the dairy
industry has slowed down and revealed some new difficulties and
weaknesses → challenges to stability of raw material sources.
+ The cost of dairy feed accounts for 70% of the selling price of milk
meanwhile. This is the main reason leading to the high cost of raw milk,
while the input price of raw milk processing companies is low, dairy farmers
are not interested in their work. Dairy farmers are almost unprofitable →
can make domestic raw milk materials decrease, putting Vinamilk in a
competitive position to buy with other milk purchasing enterprises..
- Customers: the export market is risky and psychologically fond of using
foreign goods of customers.
+ More than 90% of export earnings come from the Iraqi market - this
is a market with many political and economic risks. Therefore, profit from
exports of Vinamilk is still not solid.
+ Sensitive business, directly affecting consumers's health, requiring
businesses to ensure product quality. Food safety issues can make
consumers more afraid and more cautious when using milk products.
+ The psychology of using foreign goods of Vietnamese people is a
big challenge for Vinamilk and other businesses in the industry

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 6. PR PLAN FOR 6 MONTHS ( DECEMBER 2019 – JUNE 2020)

OBJECTIVE STRATEGY TACTICS TIMELINE NOTE

Re-prepare stage:
- Hold an internal meeting to
discuss and decide the detail
plan to organize press
conference
- Choose and design
conference place 1/12/2019 –
- Make a list of guests, 19/12/2019
including board of directors of
Vinamilk, journalists,
reporters, send invitation
letters
Press - Discuss the content and
conference script with MC and Speaker
Organizing press
conference:
- Place: Harmony hotel
conference room 34 Bùi Thị
Xuân ward Phạm Ngũ Lão
district 1 20/12/2019
- The press conference name
“Being happy with Happy Milk
Tea” is hold to officially
ỉntroduce and launch the new
product of Vinamilk
The goal is Online Title: Kenh14: -Introduce
to make newspaper  Kênh 14 (2 articles) - 1/2/2019 news
Happy “Ngọt ngào như hương vị tình -Pr news
Milktea - 1/3/2019
Kênh 14, đầu với trà sữa Happy Milk -Sponsor news
become
well-known Yan news, Tea”
YAN News: -Nutritious
to public, Zing news “Tổng hợp 10 loại trà sữa đóng news
along with hộp gây sốt vừa ra mắt trên thị - 3/4/2019
increase -Comparison
trường.”
the brand news
 YAN News (1 article)
awareness Zing News: -Promotion
“Vinamilk chính thức trình
and reach - 2/3/2019 news
of Happy làng sản phẩm mới với Happy
milktea on Milk Tea”

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social  ZING News (1 article)
media field “Siêu phẩm trà sữa ít đường
Happy Milk Tea đốn tim các tín
đồ Việt”

- Creating fanpage Facebook: Facebook /

facebook.com/vinamilkhappym Zalo ads:
ilktea Everyday
- Running Facebook ads from 10th
November
Social - Recording clips, taking selfie 2019
Media: with Happy milktea bottle and
hashtag #HappyMilkTea
Facebook, Youtube
Zalo, - Posting video on fanpage: 2
days/video ads: from 1st
Youtube December –
- Seeding fanpage: Sharing, 15th
liking posts, tagging friends February
- Running Zalo ads
- Running Youtube ads (10s)

Magazines: - Happy Milktea photoshoot 3 months for - Schedule a

- Happy Milktea Representor 2! & Phụ nữ photoshoot for
2! Người from 23th product
trẻ việt; January to
Phụ nữ - Representor
23th March
Sample: - Design, locate booth and stall 3 months
Supermark at supermarkets from 25th
et, Coop- - Give customers sample to January to
mart, Satra taste 25th March
mart, Giant - Give away coupons,
vouchers
Promotion: -Vinamilk milk attach with Give away 6 packs/box
Product Happy milktea gift promotion : 3: 1st place
give away - Buy 6 get 1 free 1st April – 1st winner: PS4
June
- Gift codes attaching to each 5: 2nd winner
Sweep set of Happy Milk Tea for lucky Foreo
customers to receive awards Sweepstake massage
stakes from Vinamilk s awards cleaner
announce : 10: 3rd winner
30th April – Buffet
30th June vouchers from
Golden Gate
Group

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 Consolation
prizes: 1 pack
of Happy
milktea
Sponsor in - HTV7: Thiên đường ẩm 3 episodes/
Gameshow thực, every Friday evening show
at 20:25pm
- HTV2: Ai là số 1, every
Sunday evening at 20:00pm
TVC “Ngọt Present on all HTV channels 2 From 15 second
ngào times a day in golden hour December
hương vị 20th –
tình đầu” February
28th
KOL: Kols post status and hashtag Trang Lou:
-Trang Lou #happymilktea on Facebook 3rd
family and Instagram December

- Kiên Kols make video with Kiên Hoàng:

Hoàng appearance of Happy milk tea 10
family and 2-3 sentence of their December
impressions Ba Duy: 17
- Ba Duy
family December
Vlogs
depend on
Kols

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 7. PR BUDGET

OBJECTIVE TIMELINE PRICE

Stage/Sound/Light 30.000.000
Backdrop, banner, standee 2.000.000
Press conference
MC 2.000.000

Kenh14: 14.000.000 2 articles

Online newspaper
From 1st February – to 3rd May Zing: 8.500.000/article
Kenh 14 - Zing - Yan
Yan: 5.000.000/article
Newspaper/Magazin 2 pages Advertisement 2!: 10.000.000/article
e Phụ nữ: 8.000.000/article
Facebook/Zalo/ Facebook: Everyday – reach Pay by facebook KPI:
Youtube ads 100k-150k facebook users/day 300 - 400 VND cost per click

Zalo: Everyday – reach 1000 - From 300 - 2000VND for one

3000 Zalo users/day click

Youtube: Everyday – reach at From 200VND for one click

least 100k viewer
Supermarket Hiring PB & PG PB & PG : 5.000.000/month/2
Leasing Stall people
Coop-martt stall :
2.000.000/month
Satra: 1.000.000/month
Giant: 1.000.000/month
Gameshow Thiên đường ẩm thực: 3 Thiên đường ẩm thực :
episode 100.000.000/episode
Ai là số 1: 3 episode Ai là số 1 : 80.000.000/episode
Promotion prize 1st , 2nd, 3rd, consolation prizes 70.000.000 VND
Photoshoot/ TVC 50.000.000 / 120.000.000
KOLs Post: 20.000.000/post
Vlog: 20.000.000/vlog
TOTAL Company afford : 2.000.000.000 Used 1.500.000.000 VND

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 8. EVALUATE

No. STRATEGIES TASTICS METHOD OF EVALUATION

TVC: “Ngọt ngào hương vị - Finding close friendliness

tình đầu” on HTV2 Chanel in with viewers and customers.
12:00 and 7:00pm all day and - Accounting the number of
on social media ( Youtube, interactive on social media (
1. TVC Zalo, Facebook) like, share, comment and
views)
- Reaching the right target
customers.
- Trang Lou – Tùng Sơn - Reaching the fans for the
family, Kiên Hoàng – Heo Mi product from KOLs review
Nhon family, Ba Duy – Nam method
Thương family will use - Accounting the amount of
Happy Milk Tea viewers
+ Post and hashtag - Acounting how many post of
2. KOLs review #HappyMilkTea on KOLs share and launching
Facebook, Instagram the product Happy Milk Tea
+ Make a story or a short
video with appearance of
Happy Milk Tea to the
introducing about the
product
- Newspaper/ Megazine - Numbering how many
+ 2! Người Trẻ Việt online papers and
+ Phụ Nữ newspaper mention the
- Online newspaper information about the
3. PR Articles + Kenh14.vn product
+ Yan.vn - Accounting the view on
+ Zing.vn online newspaper

4. Promotions - Product give away: buy 1 - Accounting the amount of

get 1 free the products is bought
- Sweepstakes: Every set of - Collecting the feedbacks
Happy Milk Tea will have from customers
code for customer send text
to Vinamilk organization to
have a chance to win many
awards
- Pop bottle cap: Every bottle

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 cap have awards for the
lucky one
- Gameshow: -
+ Thiên Đường Ẩm Thực
+ Ai là số 1
5. Sponsorship

9. REVIEW AND REVISE

Vinamilk wants to expand the market in instance milktea field , with slogan
" A bottle of milk tea shared with a friend is happiness tasted" . Happy
milktea PR plan aims to 5 target : "make them know", "make them care",
"give them information", create product needs", "fortify brand awareness"

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