ĐẠI HỌC QUỐC GIA THÀNH PHỐ HỒ CHÍ MÌNH

ĐẠI HỌC KINH TẾ LUẬT

PRINCIPLES OF MARKETING
EXERCISE 1 : MILK

Họ và tên MSSV
Nguyễn Thị Yến Nhi K184070965
Nguyễn Thị Anh Thư K184070972
Nguyễn Thị Thanh Thanh K184070968
Hoàng Công Minh K184070959
Nguyễn Quang Lâm K184070956
Lê Chăm Anh K184070945
Lê Anh Thư K184070971

2019 – 2020
 SEGMENTATION MARKET FOR MILK

1. GEOGRAPHY
On basis of population density and milk consumption, the market segment is divided into
two segments: city and countryside.
 Countryside people make up a high proportion of the population, but the standard
of living is very low. Therefore, they have few choices for consuming dairy
products, so distributors have difficulty distributing products.
 The population density in city areas is lower than in countryside areas, but living
standards are higher, so the demand for dairy products is high.

2. DEMOGRAPHY
 Age: Market segmentation of milk consumption by age is very diverse. Milk is used
at any age: children, adults, elder.
 Children: The target is most targeted because all children are given priority
by their parents to choose the best milk that suits their child.Priority is given
to dairy products for brain development, weight gain, and height gain.
 Adults: This is the object that needs less use for themselves but is the subject
of spending decisions and often interested in product quality and brand.
 Elder: The demand for milk accounts for a relatively small percentage and is
often in the form of powdered milk.Choose product lines that help to provide
calcium, low fat.
 Gender :
 Female: Especially pregnant women are interested in milk containing: fiber,
DHA, zinc, folic acid
 Male: wishing to use milk very little

 Income
 Low-income person: Little attention is paid to the value of the nutrients
contained in milk types, often to the types of milk that are suitable for income
are usually domestic milk products.
 High-income-person :choose the famous brand milk product line is usually
foreign milk.

 Occupation
 Working professionals, sports enthusiasts, athletes, health enthusiasts: choose
milk types to increase muscular endurance.
 Student: They need to choose milk types to enhance memory, develop height.

 Family life cycle

 Unmarried: Not attention to milk products on the market.
 Married: inquiry and selection of milk products for their families.
3. PSYCHOLOGY SEGMENTATION
 Social class: for every class whom want to increase their height, especially married
woman and youngster
 Lifestyle: strivers, achievers, survivors
 Personality: ambitious, outgoing
4. BEHAVIORAL SEGMENTATION
 Occasions: for teenagers whom are too short in comparison to the others in the same age,
also the usage of milk will help to reduce the inventory dragonfruits; daily purpose
 Benefits: high quality, good taste, growing up, increase height, healthy
 User status: regular user
 Usage rate: once or twice a day
 Loyalty: regular
 Readiness stage: intending to buy
 Attitude toward product: enthusiastic, grateful

TARGETED SEGMENT OF OUR PRODUCTS

1. EVALUATING MARKET SEGMENTS:

-   The attractiveness of the market :

 Market size of milk is 1 billion, we expect to
occupy about 1% market share.
 The growth of the market segment will rise in
the future. (Vietnam's population tends to
rejuvenate)
 Easy access to customers
-   The firm's strength segment:
 Product quality (Whole milk does not cause
hormonal disorders and have more Canxi,
vitamin D, etc)
 Protecting the interests of milk-producing
farmers who are its suppliers as well as its
owners.
 Follows a unique business model, which
aims at providing 'value for money'
products to its consumers

2. CONCENTRATED  MARKETING STRATEGY: 

Nowaday , consumers had risen purchasing power, and large consumption levels of milk for
teenagers . Thus, we will promote the product by let teenager try it at their school for free. This
helped create its brand image in the teenager community.