(Opening) Hello everyone, today I am going to present my result on conducting a Vinamilk

brand audit.

(Slide 2) My presentation includes five main parts: Brand Identity Consistency, Brand Tone
of Voice Consistency, Brand Content Framework, Core Brand Positioning, and
Recommendations.

(Slide 3) I will first start by analysing the Brand Identity Consistency of Vinamilk. The slide
below shows screenshots of Vinamilk’s website and Facebook’s post. Overall, although
Vinamilk's Facebook and website communicate different content, they still represent a
consistent visual identity via the same brand colour, font and logo.

(Slide 4) Looking at Vinamilk’s website more closely, we can see that Vinamilk implements a
consistent visual identity with the main colours being blue, white and with various natural
pictures to demonstrate its core strengths.

(Slide 5) On Facebook, the level of consistency among posts is low because Vinamilk owns
various brands and products in different segments, so its promotion uses different visual
guidelines.

(Slide 6) Likewise, the content on Youtube represents little consistency in visual identity
since Vinamilk promotes numerous programs for its products and brands.

(Slide 7) In summary, - There is an excellent consistency of Vinamilk's brand identity across

social media channels and websites regarding logo, colours, fonts and themes. However,
due to a high number of sub-brands and products under Vinamilk brands, the consistency
with a channel is low. Synergy of the content sometimes happens as the Facebook content
aware audience about new content on Youtube (such as the program "Bác sĩ Gia đình"
sponsored by Vinamilk and broadcast on TV and Vinamilk 's Youtube channel).

Slide 8) The next part that I am going to assess is Brand Tone of Voice Consistency. Since
the main function of Vinamilk's website is to provide information about Vinamilk as a large
corporation, Vinamilk applies a formal and professional style with impressive headings.

Slide 9) Conversely, Facebook is the main channel for Vinamilk to interact and communicate
with the audience, so audience-friendly language with emojis is used.

Slide 10) Additionally, Vinamilk's Instagram uses short captions with exciting and energetic
language, which greatly deliver the key message and capture the audience's attention.

Slide 11) To sum up, There is a difference in the tone of voice between Vinamilk's website
and social media channels as these channels functions differently. Website mostly uses
formal language as it serves many stakeholders. Vinamilk social media channels implement
more friendly and interesting language since these are consumer interaction points,
according to Barcelos.
Slide 12) Moving to the third section in my presentation is Brand Content Framework. After
thoroughly evaluating Vinamilk brand content, two master themes mostly used are practical
and magnetic.

Slide 13) Regarding practical content, Vinamilk delivers many practical contents across its
channels. While Vinamilk presents basic necessary information about products for
consumers, its social media channels are fueled with tips and advice for a better quality of
life and a healthier lifestyle. This kind of content has attracted huge engagement with the
audience, with a sample attracting over 8000 reactions, 158 comments and 19 shares on
Facebook.

Slide 14) In terms of magnetic content, Vinamilk also explores many exciting topics relevant
to its sub-brands to cater to audience attention and interest.

Slide 15) Similarly, magnetic content is implemented on Instagram and Youtube.

Slide 16) Despite employing themes for different brands, Each theme is tailored to apply to
each sub-brand (Probi, V-fresh,..) to deliver the right message to the right audience.

Slide 17) After that, I will assess the Core Brand Positioning of Vinamilk through the
brand key model.

Slide 18) The root strength of Vinamilk is Providing nutritional solutions with international
quality standards and meeting the needs of all consumers with delicious, nutritious and
healthy products associated with leading or popular brands. Looking at the Competitive
environment of Vinamilk, Vinamilk owns The largest market share in many key product
categories, such as liquid milk, fresh milk, condensed milk, yogurt… and is a big competitor
in the powdered milk and liquid milk segments

Slide 19) Vinamilk targets on many segments, which are based on age to divide into different
market segments for each product line, namely children, adults and the elderly.

The insight that Vinamilk chooses is that consumers seek dairy products that are both
nutritious and natural at high quality.

Slide 20) There are various benefits that Vinamilk offers: - Very high calcium content, Many
essential vitamins trace elements, and maintain beauty and shape.

Additionally, the Value, belief & personality are expressed by - Helping users pay more
attention to their health - Providing a full range of vitamins and minerals necessary- Pure
from nature.

Slide 21) The RTB of Vinamilk is - Vinamilk's 100% immune-supporting fresh milk products
are all used fresh milk as the main raw material of cow farms and are selected and
controlled extremely strictly to ensure food safety and hygiene. Raw materials are imported
through reputable suppliers in the US, Australia, New Zealand, and France.
Vinamilk confidently states that its brand Discriminator is a stable and quality supply of
raw milk

Also, the essence that it chooses is Integrity – Respect – Fairness – Ethics – Compliance.

Slide 22) Although Vinamilk has successfully built a system for communicating with the
audience, there are few rooms that Vinamilk can improve to better deliver its message.

Slide 23) The first recommendation is to Implement Vinamilk's visual identity for sub-brands
to increase brand awareness.

Slide 24) Moreover, Vinamilk is recommended to diversify brand content themes, such as
adding more smart content to better reach the audience and invite them to visit the purchase
website.