Vinamilk 40th anniversary – Rising Vietnam campaign

The concept of marketing mix report

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CONTENT
Summary 2
Introduction 2
Marketing mix 2
Product 2
Price 2
Place 3
Promotion 3
Result 4
Conclusion 4
References 5

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1,SUMMARY

This report concentrates on analyzing Vinamilk’s 40th anniversary campaign and how they
applied the marketing mix concept 4ps and a brief comment about their success campaign.
The campaign was so successful that it brought an enormous profit to the company, from
profits to reputation

2,INTRODUCTION

Founded in 1976, Vinamilk’s original name was “Cong ty sua – ca phe Viet Nam”
(Southern Coffee Dairy Company). At the beginning, Vinamilk inherited 3 factories of the
old regime and concentrated on milk production and dairy products. Vinamilk now is the
biggest and oldest dairy company in Vietnam, they also ranked first in Topten high quality
Vietnamese goods. Having a good reputation and a strong background, Vinamilk did not
have many campains which have the full 4ps, almost all of their campains focus on
promotion and advertisement.
In 31/07/2016, the campaign named “ 40 nam Vuon cao Viet Nam” (40 years Rising
Vietnam) was carried out by Vinamilk. The campaign created mostly to celebrate company’s
40th anniversary and from that occasion they wanted to promote branding and communicate..
Vinamilk also wanted too improve the physical condition of Vietnamese children, which is
accompanied with the country’s development because at that time, there were more than 12%
of children who are malnourished in Vietnam.

3,MARKETING MIX

Having a strong background with a well grounded application of the 4ps marketing mix,
Vinamilk diverts most of its focus into the promotion facet rather than production.

a,Product
Owning many famous subsidiaries such as Trường Thọ, Dielac,… Vinamilk has a wide range
in product but the campaign focused on fresh milk which provide high nutrition for
malnutrition children.
Product characteristics:
- High nutrition
- High quality
- Stable production
- National famous since the beginning.
b, Price
The campaign does not focus on prices. Even though product quality meets the certificated
international standards, its price is really competitive and. Because of the low price, they took
up 54,4% of the fresh milk market share in 2016, which is highest in the country’s dairy
industry (TVS, 2017).
Competitive price could be easily seen: Vinamilk’s wholesale price for 1 liter fresh milk is
30,000VNĐ while that of TH Truemilk is 35,000VNĐ.

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c, Place
The distribution network of Vinamilk has a strong growth in nationwide market. The
distribution of the company’s goods cover both traditional trade and modern trade. Their
products are familiar to Vietnamesse customers and can be bought easily.

d, Promotion
Throughout the campaign they had huge promotion which called the “tribution for
customer”. Knowing their type of clients, Vinamilk published many promotion and random
gifts which is attractive and valuable such as children bowls sets, children school bags, music
toys,etc.

Having a great reputation as well as a stable financial, the campaign highly concentrates on
advertising and promotion.This could be prove through a huge number of advertisements,
TVC and famous influencer they have collaborated.
• Charity:
One of the most meaningful activities that Vinamilk is significantly proud of is their charity
and
donation for poorly-conditioned children.
- Vinamilk has donated 40,000 cups of milk for children living in hinterland
with terrible conditions and lacking of nutrition or suffering from poor health
conditions.
- They also have a charity fund named “The Vietnam Milk Fund” which donates milk
to 40,000 chidren in 40 poor counties in all around Vietnam.

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• TVC
- Slogan: “Rising Vietnam – Reaching the world”
- With the majestic images of natural and adorable kids in white uniforms,
Vinamilk sends a strong message to young people in Vietnam to keep dreaming,
nourishing ambition to develop, to reach new, to grow the country , to catch up with
the wolrd. "Please continue to accompany and share the faith with Vinamilk to
nurture the dream of "Rising Vietnam - Reaching the World''
- The TVC appeared with a high frequency on Youtube advertisement, Television’s
golden hour (VTV- the national television channel)
• Music Video
- Collabed with famous influencer : Nhã Phương,Thái Trinh, Kyo York, Hoà Minzy,..

Source: Zing MP3

• Social media
- Vinamilk collaborated with many famous KOLs, celebrities to spread their message
in many platforms of media: facebook, fanpage, website,etc.
- Famous singers lip-syncing to the song: “Rising Vietnam” and sharing it on
Facebook: Hoàng Bách, Tóc Tiên did a cover of the song and shared it on her
facebook page with hashtag #VươncaoViệtNam.
- This way of public relations is very creative way. It reached audiences and customer
in the most comfortable way because they saw the advertisement while they are
entertaining, relaxing.

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Source: brandsvietnam.com

4,RESULT
After the campaign, company’s market share growth its either magnificiently of significantly,
there revenue peaked at the highest point ( about 2Billion that year, vietdata.vn, 2017]. Not
just stop there, it brought a great celebration to the company.

5,CONCLUSION
In conclusion, it was a really successful campaign, it motivated the young generation, at the
same time it interpreted the company's message of its socially innovative. The campaign has
shown the responsibility as well as the company's contribution to the country and society
throughout 40 years. The marketing mix 4ps concepts have been applied reasonably and
brought a prosperous result to the company which have become the example for any
domestic company to follow.

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REFERENCES
Vinamilk, 2016. Vươn Cao Việt Nam. [video]
Vinamilk: Zing MP3.
Available at: <https://mp3.zing.vn/video-clip/Vuon-Cao-Viet-Nam--Thai-Trinh--Kyo-York--
Hoa-Minzy--Nha-Phuong--Various-Artists/ZW77FOD9.html>
[Accessed 21 October 2020].

zingnews, 2016. [online]

Available at: <https://zingnews.vn/miu-le-khien-fan-thich-thu-voi-ban-cover-vuon-cao-viet-
nam-post672393.html> [
Accessed 21 October 2016].

Sites.google.com. 2015.
B) Lịch Sử Hình Thành - Vinamilk. [online]
Available at: <https://sites.google.com/site/suabovinamilk1993/1---tap-dhoan-vinamilk/b-
lich-su-hinh-thanh>
[Accessed 22 October 2020].

Báo Thanh Niên, 2016. [online]

Available at: <https://thanhnien.vn/van-hoa/sao-viet-ru-nhau-tham-gia-mv-sieu-hot-vuon-
cao-viet-nam-737429.html>
[Accessed 21 October 2020].

TVC. 2017. [online]

Available at:
<https://vietdata.vn/fileman/Uploads/tbBaoCao/6477/VNM02032017TVSVN.pdf>
[Accessed 21 October 2020].

Vinamilk.com.vn.2020.
Câu Chuyện Vinamilk | Vinamilk Việt Nam - Vinamilk. [online]
Available at: <https://www.vinamilk.com.vn/vi/cau-chuyen-vinamilk> [Accessed 22 October
2020].

Top 10 Chiến dịch PR hiệu quả nhất, 2020. [online]

Available at: <https://toplist.vn/top-list/chien-dich-pr-hieu-qua-nhat-1321.htm>
[Accessed 21 October 2020].