MARKETING OBJECTIVE:

1. Attract New Customers

Attracting customers to a new brand like us is the first thing we need to do to be

able to achieve the goals behind. The obvious fact is that you won't be able to
increase your market share or anything without customers.

A good distribution channel will help us get closer to customers, at the same time
save costs and lower price to increase accessibility.

2. Launch a New Product

Because this is a fairly new product, nut milk but has a new combined taste, we will
need a series of efforts in activities such as learning about customers, product
positioning, marketing strategies, creating advertising content, preparing suitable
human resources.

3. Increase Brand Awareness

For a new brand like us, increasing customer awareness is essential because it
will create a good first impression on the brand, which will make customers
remember our products as a product of good quality.

In order to achieve the above big goal, we have determined that the following
small goals must be met:

- Increase the traffic of the brand's official website, increase the traffic of the
brand's blogs so that customers can better understand the brand's personality
and related information about the product.

- Increasing brand awareness in the media will provide general knowledge

about the brand to new customers

- Focus on building brand relationships and improving reputation: all

interactions with brands on social networks will be saved by everyone, even
though they are risky, but eventually these interactions will build relationship
between the brand and the customer and increase the brand's reputation.

4. Increase Market Share

Vinamilk is one of the first companies to be at the forefront of this dairy trend.
However, our product feature is to add a strawberry flavor to customers who cannot
 adapt to the boring grain smell of other brands. We expect the company to capture
5% market share next year and be on par with current popular brands in the dairy
industry.

EVALUATION AND CONTROL

We anticipate that 5% market share will be achieved by 2021, attracting more potential
customers and successfully introducing new products to the market, giving the market a
different perspective on milk granules, Not just boring diet foods. We also aim to choose
a simple but effective distribution channel.

We'll apply a few techniques for measuring:

a. Market-share analysis: we will summarize year-end sales and compare with the whole
dairy industry's revenue to know our market share..

b. Customer lifetime value and churn rate: to measure how much revenue they can
expect one customer to generate over the course of the business relationship. Through
this measurement allows us to know the number of times customers return to use the
product, to know if they are a potential customer or loyal customer.

c. Website traffic to lead ratio: This is the tool we use to assess the market's
perception of this new product. The number of customers who visit our website,
especially through direct traffic and referral traffic, we will know the popularity of the
product as well as how much of the customer's knowledge of the product
Going further we will measure conversion rates to see which customers are qualified for
marketing (MQL) and who are qualified to sell (SQL).

d. Cost per lead: We will measure the marketing cost spent on each lead to assess
whether we have chosen the optimal distribution channel or not.

e. Measuring social media activities: by measuring the number of followers on social

media sites and their engagement. Customer feedback or interactions with our posts or
with our healthy living slogan will be an important measure of understanding customers'
thoughts about our products.