INDIVIDUAL ASSIGNMENT MKT101

Name: Hoang Hai Nam

Class: IB1905
Student code: HS180719

Marketing Analysis: Vinamilk Fresh Milk

Product Introduction:
Vinamilk fresh milk is one of the renowned and popular products in the consumer market in
Vietnam. Produced by Vinamilk Group - one of the leading companies in the dairy industry in
Vietnam, Vinamilk fresh milk offers freshness, nutrition, and meets the daily needs of
consumers.

Marketing Mix Analysis:

a. Product:
Vinamilk fresh milk comes in various variants such as unsweetened fresh milk, sweetened
fresh milk, flavored fresh milk, and organic fresh milk. It is made from clean raw materials,
ensuring quality, and produced with modern technology to preserve the natural flavor of milk.

b. Price:
The price of Vinamilk fresh milk is affordable for the majority of consumers, ensuring
competitiveness in the market. Vinamilk also regularly applies promotional programs,
discounts to attract customers and increase sales volume.

c. Place:
Vinamilk fresh milk is available in most stores, supermarkets, convenience stores across
Vietnam. Additionally, the product is widely distributed through online channels, making it
convenient for consumers to access.

d. Promotion:
Vinamilk often employs diverse advertising strategies from television, print media to social
media to promote the product. They frequently collaborate with celebrities, famous athletes
to increase interest and trust from customers.

e. People:
Vinamilk's sales staff and consultants are professionally trained, friendly, and knowledgeable
about the product, creating a positive shopping experience for customers.

f. Process:
Vinamilk's production and distribution processes are closely controlled, ensuring product
quality and customer satisfaction.

g. Physical Evidence:
The packaging of the product is often beautifully designed, attracting customer attention and
creating a positive impression. Furthermore, the quality of the product and service are clear
evidence of Vinamilk's commitment to quality.
Marketing Campaign:
a. Marketing Objectives:
Increase sales of Vinamilk fresh milk to a new high this year.
Enhance brand awareness and customer trust.
b. Marketing Strategy:
Enhance advertising on various media platforms, especially social media, to effectively reach
customers.
Organize promotional programs, discounts, and product promotion events to attract new
customers and increase sales.
Enhance relationships with distribution partners to ensure the product is available
everywhere and improve customer accessibility.

c. Evaluation of Results:
Use metrics such as sales figures, brand awareness, and customer feedback to evaluate the
effectiveness of the marketing campaign.
Organize evaluation meetings after each stage of the campaign to adjust marketing
strategies and optimize results.

Conclusion:
Vinamilk fresh milk is not just an ordinary product on the market but also a symbol of quality
and customer trust. By applying smart and effective marketing principles, Vinamilk can
continue to strengthen its position in the market and meet consumer needs most effectively.

Source:
Vinamilk's website: www.vinamilk.com.vn