CHAPTER I: INTRODUCTION COMPANY:

I. TH true Milk

1. About TH true MILK

- TH True MILK's full name is TH Dairy Food Joint Stock Company, international
transaction name (in English) is TH Joint Stock Company, the abbreviated name is TH
true MILK, is a company under the TH group Established in 2009 in Nghe An. This is a
100% Vietnamese dairy brand specializing in producing and supplying milk and dairy
products. Although it has only been in the market for more than 10 years, far behind the
history of formation and development of Vinamilk, Moc Chau, and even
FrieslandCampina,... that is only a loss in time, not a loss in development speed. With
both growth and popularity in the market, TH True Milk has proven its superiority in the
Vietnamese dairy segment.
- According to retail market measurement data as of March 2021, TH True Milk has
reached 30% market share in the fresh milk segment in urban retail channels. At the same
time, TH Dairy Joint Stock Company has affirmed its position in the dairy industry with
the proof of ranking 2nd in the Top 10 prestigious food companies in 2020, Dairy and
dairy products industry group (Vietnam Report).

2. Logo and Slogan of the TH true MILK brand

- Logo: The logo of the TH true MILK brand simply includes its name, the letter "TH"
with a yellow star in the upper right corner. The name "TH" is an abbreviation of the
English phrase "True Happiness". With fresh, clean, natural milk, through the name
"TH", TH true MILK company wants to bring the message "Drinking TH true Milk is
true happiness every day". The logo image at first glance is extremely simple, not
stylized, and does not have many colors with the letter "TH" in blue as the main color,
bringing environmental friendliness, confidence in safety, and cleanliness. The yellow
star in the right corner of the word "TH" represents prestige, and standards and is TH true
MILK's commitment to truly quality products.

- Slogan: With the slogan "Truly natural", the TH true MILK brand wants to bring the
message that TH true MILK products are committed to ensuring the integrity of natural
essence; fresh, delicious, nutritious, quality, and environmentally friendly, helping to
protect consumers' health most optimally. Therefore, TH true MILK wants to bring a
noble mission of giving consumers the best values, bringing comprehensive physical and
intellectual benefits to people, especially young people. With this message, TH True
MILK has hit the psychology of Vietnamese consumers, especially mothers, housewives,
and families, prioritizing fresh, clean, nutritious, and natural products.

3. Vision
- TH Group wishes to become Vietnam's leading manufacturer in the clean food industry
originating from nature. With serious and long-term investment combined with the
world's most modern technology, we are determined to become a world-class food brand
that every home trusts, everyone loves and the nation is proud of.

4. Mission
- With a sense of intimacy with all things natural, TH Group always strives to nourish
Vietnamese physical and mental health by distributing food products derived from all
natural things - clean. , ensuring safety, freshness, and nutritional supplements.

5. 5 core values of TH true MILK

 For true happiness
 For public health
 Completely from nature
 Environmental friendliness
Outstanding thinking
 Harmony of interests

6. Advantages and disadvantages of TH true MILK

- Advantages:
a) High quality: TH true MILK is committed to providing pure, preservative-free
fresh milk to help protect consumers' health.

b) Natural production process: TH true MILK applies natural production

processes, from cattle care to milk processing. This helps preserve the nutrition
and natural flavor of the milk.

c) Product diversity: TH true MILK provides many different types of milk, from
fresh milk, and powdered milk to yogurt and natural drinks. This meets the
needs and preferences of diverse customers.
 d) Professional and highly qualified staff
 Regarding the company's leadership team, Ms. Thai Huong is the founder and
currently the Chairman of the strategic board of directors of TH true MILK group, she
is the leader, leader, and carrier of TH true MILK products. reach many customers
 In 2016, the clean fresh milk brand TH true MILK accounted for more than 50%
of the fresh milk market share in Vietnam with 55 types of products. Entrepreneur Thai
Huong is the first woman to bring clean fresh milk production technology to Vietnam:
producing milk in a closed chain from green pastures to clean milk glasses, applying
high technology, and creating clean fresh milk, rich in nutrients
 Regarding the staff, TH true MILK has employees with high technical
qualifications, eager to learn, and quick to absorb. Producers are guided by experts and
farmers on Israeli dairy farming techniques

e) Stable investment capital

*TH True Milk owns stable capital from Bac A Bank. A series of TH True Milk
projects consulted and invested in by Bac A Bank have started construction in 2020,
typically:
 Dairy farming and high-tech milk processing project in Hoa Thuan border town,
Quang Hoa district, Cao Bang province has a total investment of 2,544.5 billion VND
 Building a concentrated livestock farm with a herd of 10,000 dairy cows and a
milk processing factory with a capacity of 49,000 tons/year
 High-tech dairy farming and milk processing project in Vinh Gia and Vinh Phuoc
communes, Tri Ton border district, An Giang province with an investment of up to
2,655 billion VND

f) Friendly company organizational culture

 TH True Milk has a very environmentally and socially friendly culture. This point
contributes to improving the company's internal development as well as the brand
image to the public.
 TH True Milk has a set of business principles and visions such as:
- Protect public health through clean milk
- Completely natural ingredients
- Friendly to the domestic economy
- Sharing public benefits…

g) Famous brand
 According to a report by an international market research company in the dairy
industry, the TH True Milk brand awareness index in the minds of customers is 27%,
general brand awareness is 35% and the loyalty index is 29%
  These indicators can be understood as out of 10 respondents, when talking about
milk, the image of TH True Milk will appear first in the minds of 3 people, 8-9 people
are aware of the brand and 3 people say are loyal customers who love and are willing
to stick with the brand (According to the Communist Party of Vietnam Electronic
Newspaper)
- Disadvantages
+ High operating costs of dairy farming systems.
+ To get the best milk products, TH True Milk has spent a lot of money to apply modern
machinery and technology in dairy farms, and purebred HF high-yield dairy cows
imported from abroad. Estimated costs for production activities, farms, etc. of TH True
Milk are up to thousands of billions of VND each year.
+ Since its inception, the price of has always been a disadvantage of TH True Milk
compared to other dairy products such as Vinamilk, which makes it difficult to reach the
middle and low-income classes – accounts for a large proportion of customers in
Vietnam.

7. Proposal:

II. History of formation and development of TH True Milk:

- 2009: TH True Milk Joint Stock Company is a company under the management of TH
Group, established on February 24, 2009, with financial advice from Bac A Bank.
- 2010: On May 14, 2010, the groundbreaking ceremony for the TH dairy factory took
place in Nghia Dan, Nghe An with a total investment of about 1.2 billion USD. On
December 26, 2010, launching clean fresh milk TH true MILK, TH True Milk product
was officially launched and reached consumers.
- 2011: TH true MILK Dairy Group officially opened the first TH true mart store in
Hanoi on May 26, 2011. On August 30, 2011, the store continued to open in Ho Chi Minh
City.
- 2012: On November 27, 2012, TH true MILK participated in the International
Conference on Milk and launched a new product set of clean, fresh, sterilized milk with
added nutrients.
- 2013: July 9, 2013 Inaugurated TH Fresh Milk Factory with a modern dairy farm, the
largest industrial scale in Southeast Asia.
- 2015: TH true MILK Dairy Group set a record for the largest cluster of dairy farms
focusing on high-tech applications in Asia on February 10, 2015. At the end of December
2015, TH Group signed an agreement with Control Union Vietnam Co., Ltd. to deploy
organic fresh milk production in Vietnam.
 + In 2015, only 5 years after launching its first product, TH true MILK was the
enterprise that owned the largest herd of dairy cows in Vietnam with a herd size of up to
45,000 cows, on a farm area of 8,100 hectares. concentrated in Nghe An.
- 2016: TH won 3 awards at the Gulfood Dubai International Fair. From May - October
2016, TH Group built the TH dairy farm complex in Moscow and Kaluga province,
Russian Federation. On October 19, 2016, he received the award for Best Dairy Farm in
Vietnam from the Vietstock organization. On December 10, 2016, TH Farm was awarded
the Golden Cup.
- 2017: Started construction of a high-tech dairy farming and milk processing project in
Ha Giang and Phu Yen in November and December 2017.
- 2018: On January 31, 2018, TH true MILK Group inaugurated TH's first dairy farm in
Moscow, Russia. December 20, 2018, received the National Brand Logo for the 3rd
consecutive time.
+ In 2018, TH true MILK milk achieved nearly 22% growth in output and 30%
growth in revenue.
- 2019: On October 22, TH held a ceremony to announce the first batch of dairy products
allowed to be officially exported to the Chinese market.
- 2020: TH was honored as National Brand for the third time. At the same time, ranked
2nd in the Top 10 most prestigious food companies in 2020, Dairy and dairy products
industry group.
- 2021: TH true MILK Dairy Group officially completed importing 1,620 HF high-yield
dairy cows from the US to the cow farm in Nghe An.

III. Product:
1. TH true MILK

2. TH true YOGURT
3. TH true ICE CREAM

4. TH true BUTTER and TH true CHEESE

5. TH true WATER
6. TH true JUICE and JUICE MILK

7.

TH true HERBAL

8. TH true TEA
 9. TH true NUT

CHAPTER II. SALES ORGANIZATION

CHAPTER III: SELLING PROCESS

1. Searching out potential accounts

TH True milk sales and market development staff will search for buyers
(agents, retailers, supermarkets) in areas with potential for product
development, areas where the company's products have not yet penetrated the
market.
2. Classification of buyers
After determining the area and object of purchase, they will classify the buyer:
who they are (agents, retailers, or supermarkets), the business situation of the
store such as how often customers make purchases during the day, the average
value of each order, the best selling products,...
TH True Milk specializes in trading milk and dairy products, in terms of target
customers, TH True Milk targets children to teenagers. Because these are age
groups with relatively large demand for milk consumption as well as milk-
related product lines.
TH True Milk divides its customers into two main groups:
- Individual customers: are consumers who want to buy and are willing to
pay to buy products. The female customer group ranges from 15 to 35 years
old. Specifically, the brand focuses on the age group of 25 to 35, targeting
individuals living in urban areas, major cities, who are concerned about the
health of both themselves and their loved ones and account for a fairly high
proportion.
- Institutional customer groups: distributors, wholesale agents, retailers,
stores, supermarkets ... desire and willingness to distribute products in TH
True Milk's sales process. This is a group of customers who will ask for
discounts, sales bonuses, or orders that must be delivered on schedule ...,
Because it is also related to the distribution of products.
To manage different groups of buyers, TH True Milk focuses on investing in
CRM system customer relationship management to centralize customer data
management and classify different customer groups.
3. Comparison and negotiation
- After categorizing buyers, each object will have a different discount.
- Other conditions on payment in the process of importing goods and
products such as the percentage to be paid in advance, to be fully paid after
importing, or paid only after selling out.
- In addition, there is further negotiation of information related to the
frequency of imports, quantity of imported goods, support policies if goods
 cannot be sold, Goods ordering area to increase opportunities for contact
with customers, banners, signs,...
4. Proceed with the deal
After finalizing the distribution issues, TH True Milk and the seller will sign
the contract and there are additional agreements on payment during the import
of goods (% need to pay in advance, must be paid completely after importing
or after selling out to need payment,...).
5. Order creation, shipping, and checkout
TH True Milk will create orders through electronic forms or available forms
and transfer them to sellers to keep. TH True Milk's logistics side will
coordinate according to the logistics process, check goods in warehouses, and
deliver them to buyers. At the same time, perform the tasks of collection,
handover, and payment by the agreements in the previous contract.
6. After-sales customer care
The post-sales customer care process is one of the crucial steps. After
completing the order, the final step in the sales process is equally essential and
absolutely cannot be overlooked. Taking care of customers will help ensure
satisfaction from partners and maintain business relationships. In addition, after
the transaction, customers also have the potential to become highly effective
advertising channels for your business
7. Pros
A strong brand, a large market share, an extensive distribution network across
provinces and cities nationwide, a diverse range of products, competitive
pricing, advanced manufacturing facilities, capable leadership with strong
management skills, a diverse and continuously expanding product portfolio,
sustainable relationships with partners, and an experienced marketing and
product research team.
8. Cons
The marketing aspect is still weak. In the fresh milk sector, Vinamilk is
increasingly proving itself to be a formidable competitor to TH True Milk.
Additionally, TH True Milk has not widely promoted itself in the international
market, with export markets still limited and unstable. The company's
marketing activities primarily focus on living in urban areas, and major cities.
9. Feedback
Incorporate a specialized marketing step into the sales process to enhance
brand recognition and compete with current rivals, especially Vinamilk. It is
necessary to introduce more products to reach new customers, expand the sales
process globally utilizing current technologies and applications, such as
artificial intelligence, to automate certain processes for time and cost savings