 Besides the social and political environment, the cultural environment is also one

of the factors that affect how people think and how they consume. The cultural
environment consists of the influence of religious, family, educational, and social
systems. People in a given society hold many beliefs and values, which is divided
into 2 main categories: core and secondary beliefs.
 We’ll talk about core beliefs first. Core beliefs and values are strong, long-term
beliefs are passed on from parents to children and are reinforced by schools,
churches, businesses, and government. These beliefs are slow and difficult to
change, thus, marketing strategies must represent and reflect them.

 In contrast, secondary values are dynamic and can be influenced. They include
people’s views of themselves, others, organizations, society, nature, and the
universe. Cultural swings sometimes take place and marketers want to predict it
though customer’s 6 kind of view.

 People’s views of themselves: consumers will feel drawn to brands that reinforce

their vision of themselves, for example smart, clever or beautiful. Therefore, when a
consumer is targeted by ads which imply something about who they are, or who they
believe they are, they will buy into the product or service.
 Let’s now move on to the second one, People’s views of others: People’s views
of others shift over time. What’s changed is that digital behavior has caught up
with the offline behavior - and that’s why it matters to marketers. Communication
technologies make people influence each other more directly and dramatically.
 Now I’d to focus on the third view, People’s view of organizations: People are
willing to work for organizations but in turn, they they want a workplace that
helps them balance their work and life and could also carry out society’s work.
Nonetheless, many people today only see work as a required chore to enjoy their
free time. Organizations could find ways to win customers and employee
confident.
 I’d now like to turn to the fourth one, People’s view of the society: Patriot defend
it, reformer want to change it and malcontent want to leave it. People’s view of
the society influence their purchasing habits and market behaviors. However,
marketers must be take care when appealing to patriotism and other strong
national emotion, in order not to become corny and token attempts.

 Next, we’ll move on to the fifth view, People’s view of nature: The adverse
environmental degradation has informed people of how ignorant they were, or,
are, with the environment. They realize that they must take action. Their raising
awareness has created a new potential chance for marketers-natural, organic, and
plant-based products.

 And finally, People’s view of the universe: the origins of the universe and our
place in it have been a hot topic of all the time. Besides finding the meaning of
the universe, people are also interested in spirituality. This changing could affect
one’s values, thus, alter their purchasing habits and market behaviors,

 We’ll talk a look at the cultural environment of our chosen brand, Vinamilk in
Viet Nam. The biggest concern is the drinking habit of the Vietnamese. An
average Vietnamese drinks only 15 liters of milk per year. This may come from a
perception amongst Vietnamese that liquid milk is only for children and milk
 may cause them obesity. This indicates that milk is not their favorite drink.
Hence, Vinamilk have introduced different product lines, including low-sugar
milk, fat-free soy milk and so on besides normal milk. Vinamilk also creates
content that provides good tips for customers. For example, the cooking series
named Delicious food from Vinamilk.
 Besides, according to Insider and WorldAtlas, the Vietnamese is one of the
shortest and thinnest people in the world. Therefore, Vinamilk marketing
campaigns emphasize on fully physical and intellectual development - which is
an ideal image to the Vietnamese. For instance, the ads named “mắt sáng dáng
cao”. Besides the image of funny cows, the lyrics also include the ideal image,
which could be achive by using Vinamilk’s products. I’ve put the lyrics on the
screen here.
 Who has glasses, who has padded shoes?
 I don’t!
 Who Need glasses
 When the eyes are bright (yes)
 Who need a pair of high heels
 When the body is tall (Tall, really tall)
 Vinamilk, Vinamilk
 Three cups a day, eyes get bright
 Three cups a day, get great bodies.

 Unfortunately, the "Western brand oriented" trend among Vietnamese consumers,

has also considerably affected domestic companies like Vinamilk. Meanwhile,
due to their beliefs, the consumers also embrace to choose trusted ,well-known
brands and rarely change their mind. However, multimedia marketing applied by
Vinamilk, focusing on the feature of the product "100% pure fresh milk", have
created a high competitive advantage and promoted consumer confidence. The
Vietnamese have strong national pride with only popular domestic companies
like Vinamilk, thus, this is one of the factors that contribute to Vinamilk success.