1.

1 Product
1.1.1 Product and Service Attribute
Product is the essential factor in addressing the requirements and customers’ needs
which are the primary basis in every marketing plan of all commercial operations.
TH True NUT product was born when the trend of using plant-based milk such as nut
milk from rice, almonds, walnuts, soybeans, coconut, and macadamia ... is growing
strongly globally and is gradually developing. strong growth in the Vietnamese
market. Facing the current trend of nut milk consumption as well as the market
potential, dairy companies are gradually changing their position, actively investing,
and producing, of which TH Group is an example when it comes to its TH true NUT
product line.
On March 17, 2018, TH Group launched walnut and macadamia milk products under
the TH true NUT brand, made from walnuts and macadamia nuts combined with fresh
milk, using natural sweetness. from date fruit – this move is like a breath of fresh air
blowing into the Vietnamese dairy market in general and nut milk, affirming the
completely natural path for public health that TH Group has committed to concluding.
Up to now, TH has released the nut milk product set that includes 6 different nut
flavors to help consumers choose the right one for their taste:

Nuts and Nuts and Gac Nuts and Whole

Turmeric fruit Grain Red Rice

Macadamia Nut
Almond Milk Walnut Milk
Milk

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1.1.1.1 Product Quality
TH True NUT product was born in modern society with increasing income and
increasing understanding of the benefits of milk for human health. While today's
environment is becoming more and more polluted, consumers' demand for clean,
quality, and nutritious dairy products is becoming more and more essential.
By capturing customers' insights, TH always wants to fully satisfy those desires, the
company has not hesitated to invest in the world's leading modern technology lines to
ensure that dairy products are produced cleanly and safely.
TH true NUT is produced on high technology and applies only ESL pasteurization
technology in Vietnam along with natural ingredients. We can easily feel the
sweetness of the product from dates, not from refined cane sugar or chemical sugar as
commonly found in other beverage products on the market, this has been considered
are some alternative solutions for refined sugar to help the product have a sweet taste
suitable for Vietnamese taste and at the same time have a very good preventive effect
on health. TH Group has launched a study on the use of sweeteners from some fruits
in dairy products to replace sugar with natural and healthy fruit sweetness. With dates,
sucrose, and glucose... the fruit is easily digested and can be quickly metabolized to
release energy for cellular activities. In addition, dates also have antioxidants, are anti-
inflammatory, and increase resistance in the body.
High-quality nuts make up the main ingredient of this nut milk set through selection,
soaking the seeds, then grinding and filtering to get the extract mixed with clean fresh
milk and other ingredients, undergoing a homogenization process. chemical,
sterilizing, and filling the box to get the finished product.

1.1.1.2 Product Features

The nutritional benefits of nuts found in TH true NUT:
TH true NUT's Walnut Milk is made from milk and walnuts. Walnuts are appreciated
for their benefits such as being good for the heart because they contain ellagic acid,
which fights the accumulation of fat inside the arteries, helps to slow down the aging
process, lose weight, especially rich in Omega content. -3 reduces inflammation and
prevents plaque buildup in the vessel walls; This nut is also considered good for the
brain because it has neuroprotective antioxidants such as Polyphenols, n-3 α-linolenic
fatty acids, folate, and Vitamin E that help prevent nerve damage caused by free
radicals.
TH true NUT Macadamia nut - Queen of nuts has many preventive and heart-healthy
values because Macadamia nuts are rich in monounsaturated fats, which help reduce
Cholesterol and Triglycerides. This nut is also rich in antioxidants Flavonoid and
Vitamin E to help slow down the aging process contains elements rich in Phosphorus,

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Manganese, and Magnesium which are good for the bone system, and contains fiber
that is good for the digestive system.
TH true NUT’s Almond Milk is an innovative scientific combination of nutrition
between almonds. Almonds are appreciated for benefits such as being good for heart
health, good for the brain, good for skin and providing nutrients beneficial to health.
TH true NUT’s Gac Fruit is a scientific and creative combination of nutrition between
nutritious nuts (walnuts and macadamia nuts), gac, and clean fresh milk from TH
farm. Gac fruit brings many benefits such as providing antioxidants for all ages,
support to slow down the aging process, beautiful skin, good for eye health, and good
for heart health.

1.1.2 Branding
TH True MILK Joint Stock Company with TH
stands for “True Happiness” based on the core
value of "For the health of the community" and
True Milk is understood as “Clean milk”. The
company wants to convey to consumers the
message: drinking TH milk every day helps you
enjoy true happiness in life.
With the name TH True Milk, the company
wishes to bring consumers clean milk products
from nature, with good quality, freshness, and
benefits for human health. Besides, the name TH True Milk is also associated with the
outstanding features of the product, it is also completely easy to remember and makes
a deep impression on consumers' minds.

1.1.3 Packing
Today’s consumer trend is very focused on product design and packaging. Grasping
that trend, TH did not hesitate to invest in costs to produce quality packaging.
Currently, TH's packaging is provided by two manufacturers, Tetra of Switzerland and
Combibloc of Germany to ensure supply in case of a sudden increase in demand or
problems in the production process, they are all manufactured on modern lines to best
protect the products inside in terms of quality, taste, and nutrition.
These two types of packaging are similar in terms of image, the content of information
on the package, price, packaging quality in preserving milk, actual volume, and
product quality are completely the same, fully comply with standards that TH has
announced to customers and licensed by regulatory agencies for circulation. However,

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there is a slight difference in appearance because the two suppliers use different
production machines.
Visually, the SIG Combibloc box looks shorter and bigger, but the actual volume
inside is unchanged compared to the Tetra Pak box. It is also easy to see that the back
seat of Tetra Pak packaging is in the middle, while that of SIG Combibloc is at the
edge of the milk carton. Corresponding to this back weld, the place suction cups of the
two types are also in different positions. In addition, you can see on the milk box there
is a logo with the name of the packaging manufacturer, this is the best way to
distinguish the two types of packaging Tetra Pak and SIG Combibloc.

The activities of designing and producing the container or wrapper for the product will
generally be divided into 3 layers: primary, second, and tertiary.

1.1.3.1 Primary
On the first layer of packaging – the milk carton has full information about the
product: company name, place of manufacture, production date, expiry date,
ingredients, and nutritional content, helping buyers be assured of quality.

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The product packaging has a harmonious combination of blue and white with two
main colors to create a feeling of freshness and purity of cool milk lines. Product
names and logos are prominently printed with a darker blue font to make them stand
out. The main highlight is the golden star symbol – TH True Milk's standard and
commitment are affectionately known as "the star of the motherland", associated with
what is "natural" in their traditional activities. The image of the packaging is therefore
both luxurious and slightly foreign, showing the imprint of Vietnam. The packaging of
this brand is much more luxurious and streamlined than other brands with the
dominant blue–sky background, the image icons are also kept simple and clear.
The packaging material of TH true Milk as well as other dairy products is made of
paper and the inside is silver coated, the box is designed in the form of a rectangular
block with 3 sizes, type 1 is 110ml and type 2 is 180ml, and type 3 is 1liter. All
packages of TH True Milk are packed in 6-layer sterilized paper packaging to help
prevent light and harmful bacteria from entering, avoiding rapid deterioration of the
product, so that the product that arrives from TH True Milk brand is stored at room
temperature for 6 months and do not use preservatives.

1.1.3.2 Second
Outside the primary packaging, there is a white plastic layer that groups a certain
number of products to create a stock-keeping unit. This second layer serves as a
shipping container for small shipments which will provide supplementary protection
to help maintain the integrity of the primary packing

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1.1.3.3 Tertiary
With the outermost layer of packaging: the staff will pack the product in a cardboard
box with the logo and image of the corresponding milk or put it in a plastic bag when
buying products at TH true Mart. Not only is TH pioneering in providing clean milk,
but TH has also become one of the leading enterprises in seeking to use
environmentally friendly packaging materials, using bio-based materials that can be
regenerative

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https://tackexinh.com/chien-luoc-marketing-cua-th-true-milk/#Ten_goi
https://oriagency.vn/chien-luoc-marketing-mix-cua-th-true-milk
https://giaiphapmarketing.vn/chien-luoc-marketing-cua-th-true-milk/
#PRODUCT_-_CHIEN_LUOC_SAN_PHAM
https://megavietnamgroup.com/tap-doan-th-cung-cac-san-pham-tu-nhua-sinh-
hoc
https://tienphong.vn/th-true-nut-tien-phong-chinh-phuc-thi-truong-sua-hat-viet-
nam-post1019844.tpo
https://e-magazine.asiamedia.vn/sua-hat-th-true-nut-dinh-duong-tot/
https://www.thmilk.vn/sua-tuoi-sach-trong-2-loai-bao-bi-hop-giay-chat-luong-
quoc-te/
https://camnest.vn/chien-luoc-4ps-cua-tap-doan-th-nghe-thuat-chinh-phuc-thi-
truong/

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