SPEAKING : MARKETING

BEGIN : Nguyệt
As everyone knows, today milk is increasingly popular with every family
because of the benefits they bring to people’s health. Therefore, we always pay
attention to the quality, price, prestige of dairy an dairy products. One of them that
we can not help but mention is Vinamilk -a dairy brand that is widely sold in te
domestic market and abroad has always had the attention of families.
BODY : Quỳnh Anh
Vinamilk’ full name is Vietnam Dairy Products Joint Stock Company. In
addition to the strong domestic distribution with a dense network of more than
220,000 points of sale covering 63 provinces and cities, our products are also
exported to 43 countries around the world such as the US, France, Canada,
Germany, Japan ...
With Vinamilk, our vision and goal from before to now and in the future is
always to become a leading symbol of belief in Vietnam in nutrition and health
products serving people's lives. Along with our mission, we are always committed
to bringing the community top quality nutrition and quality with our high respect,
love and responsibility for human life and society. Vinamilk's core value is to
become a leading symbol of Vietnamese belief in nutrition and health products
serving human life. We - Vinamilk always live with 5 principles: Integrity -
Respect - Fairness - Ethics - Compliance.
4P STRATEGY:
1. PRODUCTS(Mai)
Vinamilk offers more than 250 types of products with major industries:
 Liquid milk: 100% fresh milk, pasteurized milk with added
micronutrients, pasteurized milk, organic milk, cocoa barley drink with
brands ADM, GOLD, …
 Yogurt: eating yogurt, drinking yogurt with brands Susu, Probi,
ProBeauty, Vinamilk Star, Love Yogurt, Greek, Yomilk…
 Milk powder: Dielac baby milk powder, Alpha, Pedia, Grow Plus,
Optimum (Gold), Ridielac nutritional powder, adult milk powder like
Diecerna for diabetes treatment, SurePrevent, CalciumPro, Mama Gold,
Organic Gold, Yoko…
  Condensed milk: Sao Phuong Nam ( Southern Star), Ong Tho and
Fortune…
 Ice cream and cheese: Subo yoghurt ice cream, Delight ice cream,…
 Soy milk – beverage: Vfresh juice, icy bottled water, GoldSoy soy
milk…
2. PRICE ( Nhã + Hải Anh)
 The objectives of the product strategy include:
- To best meet the needs of customers.
- Increase the quantity and improve the quality of products.
- Diversify the product portfolio.
- Increase the number of new products.
- Create a difference improve the image position to increase the
competitiveness of the product.
Business production costs ( chi phí sx)
 Investment in production line technology Vinamilk has used many
modern technologies in the world with high investment costs and high prices
such as:
- UHT high temperature sterilization technology to produce liquid milk.
- Milk fermentation technology industrial yogurt.
- Vacuum milk concentration technology.
- Technology to preserve canned milk with nitrogen.
- Technology of industrial yogurt fermentation.
- Vacuum filling and packaging technology.
- Melting cheese production technology.
- Ice cream production technology, milk powder drying technology…
- Vinamilk focuses on investing heavily in information technology and
is currently successfully applying management software. overall enterprise
management ERP Oracle EBS 11i software SAP CRM (Customer
Relationship Management System) and BI (Reporting Information System).
Cost of input materials ( chi phí đầu vào)
 Vinmilk's input materials include milk powder of all kinds, 100
ingredients, fresh milk, 100 ingredients in sugar water, mainly domestic
products.
  Currently, due to the increasing consumption of fresh milk and the
decrease in consumption of powdered milk due to the increasing income of
the people, Vinamilk is reducing the proportion of imported milk powder
materials and increasing the supply of fresh milk. However, the recent
increase in raw material prices to 20-30 has adversely affected production
input costs and profitability of many domestic dairy companies, including
Vinamilk.
Product reputation and quality (uy tín và chất lượng của sp) The
factor affects the price of the product. In fact, products with high quality,
guaranteed, reputable, creating trust for consumers will allow businesses
to set high selling prices without provoking reactions from consumers.
Currently, Dielac - Vinamilk milk products are of international quality.
This is a must for nutritional products for children and is the right of
Vietnamese consumers. With an internal price but quality is accepted both
in European countries, Middle East ... Consumers can trust their choices.
Demand, consumer psychology of dairy products ( Nhu cầu, tâm lý sd
sp sữa) The demand for dairy products in Vietnam has grown steadily.
Along with the development of the economy, consumers are also more
interested in health and use more products, especially powdered milk,
water milk and yogurt
 Competitor's price ( giá đối thủ cạnh tranh)
 Vinamilk manufacturer with a brand has been built prestigiously,
diversified in products and with the advantage of extensive distribution
system, Vinamilk's fresh/pasteurized milk industry is forecasted to still be
trusted by consumers in the coming time. However, Vinamilk will also be
subject to strong competition from Dutch Lady, Nestlé, Moc Chau and
Hanoi Milk, Vinanmilk also needs to study the cost, price and price of
competitors, the quality of products of competitors because consumers
often compare the prices of companies of the same type of product to make
decisions to buy products; Note the price of the product considered in
relation to the price of the product competing in both directions:
competition in the same industry and competition in different industries; In
addition, it is necessary to analyze and predict the reaction of the opponent
to its price policy, proactively have countermeasures, come up with
reasonable price policies.
3. PLACE ( Đinh Trang + Thùy Trang)
 For every business, if the product is good, the price is competitve and can not be
sold and everything becomes meaningless. Therefore, Vinamilk creates a 4P
marketing strategy and distribution channel that play a necessary role in promoting
and reaching customers. We currently have about 200 suppliers and more than
250,000 retail locations. Its popularity is shown by the fact that just having a need
you can go to any supermarket, grocery store across our country can easily buy
Vinamilk’s products. Furthermore, the system Vinamilk's "Vietnamese milk
dream" has more than 500 stores nationwide country. Without the owner stopping
at the direct selling stores, we also is developing its own e-commerce channel,
giacmosuaviet.com.vn to meet the online shopping needs of customers. This is
more necessary ever when the raging covid pandemic makes social distancing be
done. This is also an extremely effective distribution channel that brings success
for our company. Next, we mainly expand the market and distribute to customers
through 2 main channels so that consumers can buy Vinamilk products anywhere
1. Communication: Direct distribution to consumers: Our company I
have 220 independent distributors and more than 14000 points of sale,
making distributes more than 80% of the company's output. To support
distribution network distribution, Vinamilk has opened 14 showrooms in
cities as Hanoi, Da Nang, Ho Chi Minh City, Can Tho.
2. Modern: Distribution through supermarkets and Metro: our advantage
through through a system of milk factories invested in many localities
throughout the country water. For dairy products, when raw material prices
are high, companies can can be sold at a high price that customers still have
to accept. Therefore, Vinamilk is able to capacity but disadvantages from
outside suppliers for customers .Currently, it is possible to open more
marketing strategies and develop more retail locations to increase sales.
Besides the domestic distribution network, my company also has official
distributors in European countries, other countries Middle East, USA,
Thailand, Philippines, Cambodia mainly produce are powdered milk and
condensed milk.
4. PROMOTION ( Tình + Nguyệt)
Advertising: Understanding the importance of advertising in our strategy, our
company always focuses on, promotes creativity constantly and has achieved quite
a lot of success from advertising to increase its sales revenue. In advertising
requirements, Vinamilk has fully met the strict requirements that an advertising
message needs to achieve. Specifically: As a company specializing in producing
dairy goods and products whose supply is mainly from cows, the image of cows is
considered the characteristic image, the core in each promotional clip of Vinamilk
products. But not that the image of the cows appearing in each of the company's
advertisements is monotonous, duplicated but on the contrary, they are always
vibrant, funny, unique and always leave unforgettable impressions in the hearts of
each audience. Multimedia marketing strategy aims to help consumers understand
the benefits: "fresh, pure, coming directly from nature" through: Banner
advertising strategy is replicated throughout the mass media with a homogeneous
image: weak cows on the beautiful nature full of vitality. In recent years, our
company's advertising films have taken steps to molt, not only as a reminder but
also as a reminder but also as a "100% pure milk" content. In addition, Vinamilk's
promotion strategies are also implemented through activities, charitable funds,
social activities ... Outstanding charitable activities can be mentioned as, The
Young Talent Incubation Fund of Vietnam, the fund of 1 million trees for Vietnam,
the Vietnam High Rise Milk Fund,... On August 5, 2021, Vinamilk supported
1,000 cartons of milk and 1,000 cartons of drinking water to support frontline
soldiers fighting covid-19 in Ho Chi Minh City.
Pomotions: Capturing customers' tastes Vinamilk has also applied many
promotions with different forms such as: discounts, incentives for customers
who are members of Vinamilk, gift exchange when collecting get many gift
stamps , give away 15% of the volume but the price stays the same for powdered
milk products , 150,000 VND off and 1 free 200g carrot and pig snack box when
buying 1 carton of Vinamilk milk powder.
Public relations: Like other brands Vinamilk is no exception. We always have
programs aimed at the community and society such as "6 million glasses of milk
for poor children in Vietnam", Milk Fund "Reaching out". Vietnam " , Vinamilk
Scholarship Fund " Incubating young Vietnamese talents " , ...
Marketing Directly: store , stores nationwide . This is a direct communication
method that most businesses are aiming for, giving customers a feeling of being
cared for. Vinamilk always captures information about all customer feedbacks
right at stores and stores nationwide or on the company's website to promptly
offer solutions and new strategies when facing risks. A typical example when
consumers voiced their reflections on vinamilk's advertisement with the song "
hundred percent , hundred percent , hundred percent pure fresh milk , ... " there
is nothing wrong with the essence of the advertisement. but due to the impact of
consumers, has caused bad thoughts in family relationships with young children.
CONCLUSING : ( Nguyệt)
Finally, as we said, Vinamilk’s milk is a great choice for you and your family.
Thank for listening and following our plan. Thank you so much.