GROUP ASSIGNMENT COVER SHEET

STUDENT DETAILS

Student name: Nguyễn Thuỳ Dung Student ID number:23005114

Student name: Trịnh Gia Hải Student ID number:22003082

Student name: Đào Hoàng Khang Student ID number:23005706

Student name: Trương Mộng Tuyền Student ID number: 23005110

Student name: Nguyễn Hồ Trí Tân Student ID number: 23005395

Student name: Tôn Nguyễn Tường Vy Student ID number: 23005081

UNIT AND TUTORIAL DETAILS

Unitname: Principle of Marketing Unitnumber: MAR101

WEDNESDAY 8:00AM-
Tutorial/Lecture Classday and time: 11:15 AM
Lectureror/Tutorname: Nguyễn Thuý Hằng

ASSIGNMENT DETAILS
Written Report (Team Project ) - Little Sunshine Team
Title:
11:59 PM
Length: 2352 words Due date: -21/11/2023 Date submitted: 21/11/2023

DECLARATION
I hold a copy of this assignment if the original is lost or damaged.
I hereby certify that no part of this assignment or product has been copied from any other student’s work or
from any other source except where due acknowledgement is made in the assignment.
I hereby certify that no part of this assignment or product has been submitted by me in another
(previous or current) assessment, except where appropriately referenced, and with prior permission
from the Lecturer / Tutor / Unit Coordinator for this unit.
No part of the assignment/product has been written/ produced for me by any other person except
where collaboration has been authorised by the Lecturer / Tutor /Unit Coordinator concerned.
I am aware that this work may be reproduced and submitted to plagiarism detection software programs for
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plagiarism checking).

Student’s signature: Dung

Student’s signature: Hải
Student’s signature: Khang
Student’s signature: Tuyền
Student’s signature: Tân, Vy
NUTIFOOD
Principles of Marketing
A marketing report composed by the Little Sunshine team,
tutored by Mrs. Nguyen Thuy Hang
TABLE OF CONTENTS
I. Introduction.......................................................................................................................................................5
1. Company description..................................................................................................................................6
1.1. Background...........................................................................................................................................6
1.2. Mission.....................................................................................................................................................7
1.3. Vision........................................................................................................................................................7
2. Product description...................................................................................................................................8
2.1. Product overview.........................................................................................................................8
2.2. Brand equity..................................................................................................................................10
II. Marketing environment......................................................................................................................12
2.1. Macroenvironment.....................................................................................................................12
2.2. Microenvironment....................................................................................................................13
III. SWOT analysis.........................................................................................................................................17
IV. STDP analysis...............................................................................................................................................18
4.1. Segmentation..................................................................................................................................18
4.2. Targeting..........................................................................................................................................21
4.3. Differentiation..........................................................................................................................23
4.3. Positioning.......................................................................................................................................25
V. Marketing mix..............................................................................................................................................26
5.1. Product...............................................................................................................................................26
5.2. Price.....................................................................................................................................................28
5.3. Place.....................................................................................................................................................30
5.4. Promotion.........................................................................................................................................31
VI. Conclusion.....................................................................................................................................................33
References............................................................................................................................................................34
Appendices.............................................................................................................................................................36
ABSTRACT
The goal of this research is to give a brief review of the Nutifood
company and look at the marketing strategies the company uses to
sell its goods in the Vietnamese market, with a focus on Nutifood
Grow Plus +, which container is in red color. The study is divided into
two sections: the examination of the business (Nutifood marketing
environment and SWOT analysis) and the evaluation of the
marketing plan involved with the STDP plan, and marketing mix (4Ps).
The research makes several recommendations based on the findings
to help the company market its Nutifood Grow Plus + more
successfully and effectively in Vietnam.
 5

I. INTRODUCTION
 6
1. COMPANY
DESCRIPTION
1.1. BACKGROUNDS
Nutifood is a leading Vietnamese nutrition company with a rich
history of innovation and commitment to improving the nutritional
standards of Vietnamese people. Nutifood was founded in 1989 by
a group of dedicated doctors in Vietnam. In the early 1990s, the
company developed the Enalaz method, which revolutionized how
nutrition was delivered to patients who could not eat by mouth.
This ground-breaking technique saved countless lives, and the
desire to “Raise nutrition standards for Vietnamese people" was
shaped and became a guideline for the community's journey to
create a happy and healthy life for all stages of life (History of
Development | Nutifood, n.d.). In the early 2000s, Nutifood began
to expand its product portfolio beyond clinical nutrition to include
infant and child nutrition products. Nutifood has continued to
grow and expand over the years, and it is now one of the leading
nutrition companies in Vietnam.
 7

1.2. MISSION
“Meeting specialized nutrition demands for each object and each
age, daily nutrition demands for all families” - Nutifood

1.3. VISION
“Becoming a globally famous company in terms of nutrition
science and healthcare” - Nutifood
 8
2. PRODUCT
DESCRIPTION

2.1. PRODUCT OVERVIEW

Nutifood's products are available in a variety of formats,

including powder, ready-to-drink, and fortified foods. The
company's products are sold in supermarkets, pharmacies, and
convenience stores across Vietnam and in other countries.
Moreover, Nutifood has a wide range of products with a variety
of functions, especially famous for the two groups:
 9
Clinical Nutrition: Nutifood's clinical nutrition products are
designed to provide specialized nutrition for people with
specific medical conditions, such as malnutrition, and
diabetes. (see Appendix A)

Infant and Child Nutrition: Nutifood's infant and child

nutrition products provide the essential nutrients that
babies and children need to grow and develop properly. The
company's infant formula brands include NuviGrow,
GrowPLUS+, and Famna.

Specifically, this report aims to target the Nuti GrowPLUS+ in the

Infant and Child Nutrition line of the company.
 10
2.2. BRAND EQUITY
Nutifood is a Vietnamese company that produces a wide range
of food and beverage products. The company is committed to
using sustainable packaging materials and practices. In recent
years, Nutifood has been working with packaging designers to
create new and innovative packaging solutions that are both
environmentally friendly and visually appealing.

Achieving success in creating jelly products in the world's first

ECOLEAN package as Mr. Võ Hoàng Anh, Vice President of
Nutifood Marketing says “We are confident that the new launch
of our product in Ecolean packaging will create a good
opportunity for our brand to stand out in the market” (Nutifood
Chooses Ecolean for Differentiation Success in Vietnam - Ecolean
- a Lighter Approach to Packaging, n.d.).
 11
First time introducing to Vietnamese consumers, 100% New
Zealand milk produced by naturally grass-bred cows, one of the
best milk series worldwide. According to Thinh (2021b), in 2019, it
was the first Vietnamese dairy company to establish the
Nutifood Nutrition Research Institute in Sweden (NNRIS). This
state-of-the-art research facility brings together leading
experts from around the world to conduct cutting-edge
scientific advancements to produce milk that meets international
standards and contains 3.5g of protein and 4.0g of fat.

Nutifood Nutrition Research Institute in Sweden (NNRIS) and Nutifood Sweden

headquarters in Bjuv, Sweden.
Image source: Nutifood Sweden.
 12
MARKETING ENVIRONMENT
MACROENVIRONMENT

DEMOGRAPHICS
Nutifood focuses on mothers with young children, ages 0 to
9 and live in urban areas. In 2020, this age group made up around
23.2% of the overall population, and they consumed over 99,3
thousand metric tons of milk powder (Statista, 2020)

ECONOMIC FACTORS
Vietnam saw a notable growth in GDP per capita of 8.02% in
2022 despite the Covid-19 epidemic caused a large fall in global
GDP (World Bank, n.d.). Furthermore, the production of milk
powder increased significantly between 2020 and 2022, reaching
143,6 thousand tons (CSI Research, 2022). As a result, there is an
increasing need for dairy items. However, Nutifood needs to
apply careful strategies over the 2023 recession, since it would
have a harmful impact on the economy of Vietnam. It is
important to develop a number of tactics to mitigate the
effects of the upcoming recession
 MICROENVIRONMENT
COMPANY
13
Nutifood has a brand portfolio mainly focused on
beverages. Milk powder will be the main topic of this
article.

Nutifood has a strong brand reputation because of the

many awards it has received over the years, such as the
ISO 9001, FDA approval, GMPs, and more. In addition, the
business recognizes an opportunity to become the market
leader in the nutritional powder milk segment, since there
is a rapid rise in health concerns after the Covid-19
outbreak.
 COMPETITORS
14
Direct competitors:
Vinamilk and Nutifood are the leaders of the milk powder industry and
also driving the growth of the industry (Vietnamnet, 2018), consisting
of nearly 80% of the market share. Following are FrieslandCampina.
Having competed in many areas, especially in advertising and price,
Vinamilk might be considered the primary opponent of Nutifood.
 15
COMPETITORS
Indirect competitors:
Besides powdered milk, Nutifood also has plant-based and ready-made
milk. Based on Cafef(2021), drinking milk accounted for the largest
market share, with 47,6%.
This is a sign that Nutifood should not only focus on the key
product - Grow Plus powdered milk. The brand also cannot neglect
liquid milk products. Nutifood liquid milk needs to focus on the 'on-the-
go nutrition' factor, convenience needs to be emphasized not just
nutrition. They need to promote communication campaigns and
incentives at distribution channels.
 16
CONSUMERS

Nutifood mainly targets two markets: the reseller market

(B2B2C), and the consumer market (B2C). Nutifood cooperates
with many trustworthy resellers such as Con Cung, and Kid Plaza
(B2B2C). The B2C market is large and mostly targeted at moms
with young children (ages 0–9), who frequently use the product
as a nutritional treatment.
 INTERNAL ANALYSIS 17
SWOT
STRENGTHS WEAKNESSES
Has an effective marketing
campaign [Marketing]
=> Attract more customers [Branding]
Qualified for international
Food quality and safety issues
certification.
due to poor inspection
Pioneering in many community
=> Controversy milk quality [Publics]
activities [Community activities]
Establishing a special milk line serving
different customers’ demand

OPPORTUNITIES THREATS

Vietnam is a potential market Fierce competition in the dairy

[Company] market [Competitors]
Cooperate with Hoang Anh Gia Lai to Vietnamese people tend to
create available sources prefer foreign products
[Cooperation] Milk quality [Publics]
 STDP ANALYSIS 18
SEGMENTATION OF THE POWDERED MILK INDUSTRY
The dairy industry, in general, has always been remembered for
its prerequisite role in increasing height for children, because
milk contains nutrients such as vitamin D and calcium that help
develop bones and increase height.

However, powdered milk products in particular, this is the most

consumed product line in the first years of children's lives.
Therefore, the criteria for choosing milk powder for parents
have also become more meticulous and strict. Not only do they
increase their height, but they seek milk to also help solve many
other difficult problems such as immunity, weight, and
intelligence development.
 20

The segment that Grow Plus is competing in is the weight &

height gain segment. This is a segment with great potential for
development in Vietnam since Vietnam continues to rank among
the top nations with a high proportion of malnourished
[see more in Appendix C]
 21

TARGETING
A segmented marketing strategy targeting mothers whose
children aged above 2 and have problems with malnutrition, and
stunting with alternatively healthy formula milk with good quality
was chosen for Nutifood.

These mothers are:

Determination
These mothers could put a lot of effort into looking for methods to
provide their kids with the nutrition they need.
Anxiety
In addition to feeling overwhelmed and humiliated by the difficulties
they are facing, they are concerned for the future of their children.
 22

Treatment
To assist their children in restoring normal health, these moms
will frequently see specialists or doctors to modify their diet
and employ supplementary items.

Mothers give priority to powdered milk that has a complete

nutritional profile, which includes all of the necessary vitamins,
and minerals. Select powdered milk that is manufactured using
premium ingredients; seek companies that comply with strict
quality control procedures. These mothers put quality and
nutritional content ahead of price when dealing with it.
 23

DIFFERENTIATION
Nutifood has a difference in 2 points:
Firstly, Nutifood Grow Plus milk formula is a special
treatment formula for malnourished and stunted children.
It is completely different from other similar product
lines that also claim to increase weight and height with
synthetic substances.
 24
DIFFERENTIATION
Second, Nutifood is different because the product
formula is researched and recommended by a team of
nutrition experts at the Swedish Nutrition Research
Institute Nutifood, is completely different from Dielac
Grow PLus (trying to do the same, pretending that the
product is trusted by experts but has no research
institute)
=> Nutifood Grow Plus is the true scientific nutritional solution
for malnourished kids
 25
POSITIONING
POSITIONING MAP

(Survey on product segments for increasing height and weight only)

 25
POSITIONING STATEMENT

To moms searching for an effective solution for kids to gain

weight and height at a reasonable price, we are Nutifood - a
leading company specializing in milk-powdered products. We help
to improve kids' height and weight effectively within 3 months so
that every mom would feel secure about their children's health
condition. We have a team of experts from the Nutifood
Nutritional Research Institute from Sweden (NNRIS) to conduct
deep research for an ideal nutritional formula. In addition, we
also have millions of parents who trust us and are satisfied with
the results after using the product.
 26
MARKETING MIX
1. Product
Overview:
With sales of about 2.5 billion VND made only on the
Shoppe platform, Nutifood Grow Plus is an FMCG consumer product
that is sold in huge quantities each year (Metric, 2023). Since buyers
may purchase it after giving it careful consideration and making a
comparison between brands, it is categorized as a shopping product.
 27
3 LEVELS OF PRODUCTS:
Core customer value: The product provides a secure feeling for
mothers on kids' growth quickly and evenly.

Actual product: Outstanding product quality thanks to top nutritional

formula (FDI with DHA, MCT & 29 essential nutrients) from experts at
Nutifood's research institute.

Augmented Product: Nutifood offers more services by implementing

freeship policies, scratch cards, or coupons on the Nutifood Shop.
Furthermore, mothers can contact 028 38 255 777 (customer service
hotline) to connect with nutritionists to receive advice about their
child's problems.
 28
2. Price Market-driven pricing strategy: The product
performed at an affordable price, which is
easier to compete with competitors in the
industry. In addition, the price of 355,000
VNĐ is a suitable price for the affordability
of Vietnamese mothers.
Value-based strategy: Nutifood Grow Plus is the
healthy product that has been known for “Nutritional
solutions from experts”. This makes Nutifood Grow Plus
different from other products in the same category
(e.g. Dutch Lady Gold). Nutifood has a scientific source
of nutritions that is backed by experts. Because of
this, the brand's different value from competitors is
taken into account, and the price strategy is slightly
higher to show the value.
 29
2. Price
Operating price strategy:
Nutifood is using the product-bundle method, offering a teddy bear
as a free gift with the purchase of a can of milk powder (1,500g).
 30
3. Place
The distribution channels are only off-premise channels.
Off-premise channels:
General trade: street vendors, conventional channels, and milk
stores(Nutifood Shop)
Modern trade:
- Hypermarket: Lotte, Aeon, Emart,...
- Supermarket: Coopmart, Vinmart, GO!,...
- Minimarts
- E-commerce: Shopee, Lazada, Tiki,...
 31
4. Promotion
Communication channel
Opinion leader - KOL:
In 2022, Mc Thùy Minh
became a Nutifood Grow
Plus spokesperson.
Nutifood also have other
KOLs such as Thung Long
Family, Nguyên Hà Linh,
etc.

Advertising:
Nutifood sponsored 25 billion VND to sponsor the Vietnam National under-19
Football Team (U19) right at the time U19 is receiving the most attention
from the public.
Direct marketing:
32
Social media: Has over 160,000
followers page to engage mothers
enabling them to discuss the product.
Social activity: Nutifood actively
participates in social and charitable
activities to build a reputable,
responsible, and community-friendly
brand image

Sales Promotion
• Releases promotion
discounts: price reduction,
buy 1 get 1, scratch card, etc.
• Events like playing online
minigames and giving away
limited items to encourage
involvement with the target
group.
[See more information in
Appendix D]
 33
VI. CONCLUSION
With its strong performance in social media campaigns and promotions,
Nutifood Grow Plus has established a strategic position for itself in the milk
powder sector. To maintain its position, Nutifood should invest in research-
development processes and adhere to strict quality control measures.
Besides powdered milk, liquid milk is growing rapidly (AGlobal, 2022). Not
only does Nutifood need to push powdered milk, but the brand also needs to
push liquid milk. However, unlike powdered milk, liquid milk needs to highlight
the convenience - “on-the-go nutrition” for children when they go to school.
By doing this, Nutifood can take advantage of market opportunities to
develop and increase customer usage occasions, which means there will be
more sources of growth in terms of revenue for the business.
 34
REFERENCES
About us | Nutifood. (n.d.). NutiFood. https://nutifood.com.vn/en/about-us

Báo Thanh tra. (2023, January 4th) Nutifood: Thương hiệu sản phẩm từ sữa nổi
tiế ng liên tục gây chú ý với các thương vụ thâu tóm và thoái vố n.
https://thanhtra.com.vn/kinh-te/tai-chinh-ngan-hang/nutifood-thuong-
hieu-san-pham-tu-sua-noi-tieng-lien-tuc-gay-chu-y-voi-cac-thuong-vu-
thau-tom-va-thoai-von-206241.html

Công an nhân dân. (2022, May 24). Bình quân 1 người Việt Nam tiêu thụ 27 lít
sữa/năm - Báo Công an Nhân dân điện tử. Báo Công an Nhân Dân Điện Tử. [On
average, a Vietnamese person consumes 27 liters of milk/year - People's
Public Security Electronic Newspaper. People's Electronic Police Newspaper.]
https://cand.com.vn/Xa-hoi/binh-quan-1-nguoi-viet-nam-tieu-thu-27-lit-
sua-nam-i654766/

Forbes. (2022, September 18). Nutifood đầ u tư chi phố i 51% công ty thực phẩm
bổ sung Cawells của Thụy Điển. Forbes Việt Nam.
[Nutifood makes a controlling investment of 51% of the Swedish food
supplement company Cawells. Forbes Vietnam.]
https://forbes.vn/nutifood-dau-tu-chi-phoi-51-cong-ty-thuc-pham-bo-sung-
cawells-cua-thuy-dien

Giáo dục Việt Nam (2018, March 4). 73 học sinh Đồ ng Nai vào viện sau ăn sáng,
uố ng sữa ở trường, nghi do ngộ độc. [73 Dong Nai students went to the
hospital after eating breakfast and drinking milk at school, suspected of
poisoning. Vietnamese Education.]
https://giaoduc.net.vn/73-hoc-sinh-dong-nai-vao-vien-sau-an-sang-uong-
sua-o-truong-nghi-do-ngo-doc-post184128.gd

Giáo dục Việt Nam (2018, March 8). Sau vụ 73 học sinh bị ngộ độc, dấ u hỏi lớn
về chấ t lượng sữa học đường. Giáo Dục Việt Nam. [After the poisoning of 73
students, there are big questions about the quality of school milk.
Vietnamese Education.]
https://giaoduc.net.vn/sau-vu-73-hoc-sinh-bi-ngo-doc-dau-hoi-lon-ve-chat-
luong-sua-hoc-duong-post184174.gd
 35
REFERENCES
History of Development | Nutifood. (n.d.). NutiFood.
https://nutifood.com.vn/en/history-of-development

Lịch sử phát triển [Development history] | Nutifood. (n.d.). NutiFood.

https://nutifood.com.vn/lich-su-phat-trien

Unicef. (n.d) Dinh dưỡng. https://www.unicef.org/vietnam/vi/dinh-

d%C6%B0%E1%BB%A1ng

Unicef. (n.d.). Nutifood chooses Ecolean for differentiation success in Vietnam -

Ecolean - a lighter approach to packaging.Ecolean.
https://www.ecolean.com/press-releases/nutifood-chooses-ecolean-for-
differentiation-success-in-vietnam/

(2015, September 29). Bầ u Đức hợp tác với NutiFood bán sữa. [ Bau Duc
cooperates with NutiFood to sell milk ] thanhnien. vn. https://thanhnien.vn/bau-
duc-hop-tac-voi-nutifood-ban-sua-185505525.htm

(2016, January 1). Thị trường sữa Việt Nam: Tiề m năng còn rộng mở. Tạp Chí Công
Thương. [Vietnam dairy market: Potential is still open. Industry and Trade
Magazine.]
https://tapchicongthuong.vn/bai-viet/thi-truong-sua-viet-nam-tiem-nang-con-
rong-mo-43247.htm

(2021, June 6). Món quà dinh dưỡng cho người Việt từ Nutifood Sweden.
vnexpress.net. https://vnexpress.net/mon-qua-dinh-duong-cho-nguoi-viet-tu-
nutifood-sweden-4289124.html

(2021, November 4). Nutifood đưa 100% sữa New Zealand bò ăn cỏ tự nhiên về Việt
Nam. Báo Điện Tử Dân Trí.
https://dantri.com.vn/kinh-doanh/nutifood-dua-100-sua-new-zealand-bo-an-
co-tu-nhien-ve-viet-nam-
20211103133228976.htm#:~:text=NutiMilk%20l%C3%A0%20nh%C3%A3n%20hi%E1%
BB%87u%20%C4%91%E1%BA%A7u,New%20Zealand%20%2D%20Fonterra%20cung
%20c%E1%BA%A5p.

(2023, September 4). Chiế n lược Marketing của Nutifood: Giải pháp dinh dưỡng
hàng đầ u (Phầ n 1). Happy Live. [Nutifood's Marketing Strategy: Leading Nutritional
Solutions (Part 1)].
https://happy.live/chien-luoc-marketing-cua-nutifood-giai-phap-dinh-duong-
hang-dau-phan-1/’
 36
APPENDICES
APPENDIX A
Macro Environment
Social factors
The Vietnamese population is growing and urbanizing. This is leading to a
growing demand for convenient and nutritious food and beverage products.
Vietnamese consumers are also becoming more health-conscious and are
more likely to spend money on products that are perceived to be healthy.

MAJOR CONCERNS OF VIETNAMESE CONSUMERS Q4 2019.

(SOURCE: THE CONFERENCE BOARD. GLOBAL CONSUMER CONFIDENCE. SURVEY IN COLLABORATION WITH NIELSEN)
 37
APPENDICES
APPENDIX A
Macro Environment
Social factors

VIETNAM: URBANIZATION FROM 2011 TO 2021 (SOURCE: STATISTA, MAY 2023)

Viet Nam is one of the most rapidly aging countries in the world. Average age is
predicted to rise from 32.5 in 2020 to 41.2 in 2050 so that Vietnam will go into the
aged population, transitioning from an “aging” to an “aged” society. This
demographic change happens in Vietnam not only because of a reduction in
mortality and an increase in life expectancy but also and largely because of a sharp
decline in fertility. It can cause a reduction in the consumption of baby formula.
 38
APPENDICES
APPENDIX A
Macro Environment
Environment factors

NUTIFOOD BINH DUONG DAIRY FACTORY WAS HONORED TO RECEIVE THE "TOP 10 FRIENDLY GREEN FACTORIES" AWARD
(SOURCE: INTERNET)

The year 2020: NutiFood Binh Duong Dairy Factory was recently honored to receive
the "Top 10 Friendly Green Factories" award. At the same time, NutiFood was also
honored as an "Enterprise developing sustainable green economy" in the program
"Building and Developing the National Green Economy in 2020" for its employees on
food safety and consumer protection procedures.
 39
APPENDICES
APPENDIX A
Macro Environment
Technological factors
New technologies in milk production and processing are making it possible for
Nutifood to produce higher-quality products at a lower cost. This is giving Nutifood
a competitive advantage over its competitors. In particular, NutiFood always
"stands aside" from milk quality crises that have occurred in recent years such as
"milk contaminated with melamine" and "milk contaminated with Clostridium
Botulinum" which many businesses, including multinational companies, have had to deal
with.

Image source: https://nutifood.com.vn/en

 40

APPENDICES
APPENDIX A
Micro Environment
Publics
The success story of the Grow Plus+ brand is partly due to the experience and
trust of mothers. Through word of mouth, they created an effect for Grow
Plus+, rising to the top of the specialty milk industry - which is the playground of
famous multinational corporations.

According to Nielsen's 2016 milk market survey data, Grow Plus+ product ranks
first in the market share of special treatment milk (based on output) for children
nationwide.

With an output of nearly 2.38 million tons consumed, the Grow Plus+ special
treatment milk powder line accounts for 37.3% of the national market share. The
ready-to-drink special treatment milk group sold more than 7.55 million kg in 2016,
accounting for 38.4% of Vietnam's market share (twice as much as the brand with
the second highest market share at 16.9%).
 41
APPENDICES
APPENDIX B
SWOT Analysis
STRENGTHS: MARKETING

Price strategy: Nutifood prices its products in the affordable segment, so their
products are around 5-7% cheaper than their competitors; products. For example,
900 grams of powdered milk usually costs 300.000VND/ box while it costs
340.000vnđ/box for Vinamilk powdered milk
=> Lower prices compared to other brands meaning accepting lower profits than
other brands but receiving a high rate of product sales

Communication strategy: generously funded 20 billion for Hoang Anh Gia Lai Football
Academy (2013), "World Milk Drinking Day", "Children's Day"
=> Conveying meaningful messages to customers=> Successfully beautifying the
brand’s image and brand value

Distribution strategy: maximize the use of channels to create convenience for users'
purchases such as retail channels, supermarket channels, and direct sales.
=> Reaching a huge number of customers=> Large sales, large profits.
 42
APPENDICES
APPENDIX B
SWOT Analysis
STRENGTHS: COMMUNITY ACTIVITIES
- Pioneering in national development to protect Ngoc Linh Ginseng. In 2022, Nutifood
announced its investment in the Quang Nam Ngoc Linh Ginseng - Pharmaceutical -
Trading Company (Quasapharco) and cooperated with Nui Chua National Park to
preserve and develop rare medicinal and aromatic plant resources
-Producing Jelly products in the world's first ECOLEAN packaging.
-Charity walk in Vietnam
-Participating in founding and operating the Nutrition Support Fund for Poor
Patients in Ho Chi Minh City
-Cooperating with the Vietnam Youth Association, distributed more than 7,000 banh
tet to poor workers on the streets and loving shelters.
 43
APPENDICES
APPENDIX B
SWOT Analysis
OPPORTUNITIES: COMPANY
The chart shows the Vietnamese dairy milk revenue structure

-With a GDP growth rate of 6 - 8%/year, the average income per capita increases
by 14.2%/year along with the trend of improving the health and stature of
Vietnamese people, causing the need to use all kinds of products. milk and dairy
products are at high levels

-The average milk consumption per capita is 27 liters/person/year. It is forecast

that annual milk consumption per capita will continue to increase by 7-8%.

=> With a large amount of consumer demand for milk, milk consumption per capita
is quite high and tends to increase continuously by about 7-8%, this has made
Vietnam a potential dairy market.
 44
APPENDICES
APPENDIX B
SWOT Analysis
OPPORTUNITIES: COOPERATIONS
The dairy cow farming cooperation project between Hoang Anh Gia Lai (HAGL)
and NutiFood was signed in June 2014, in which HAGL invested 6,300 billion VND to
develop dairy herds; NutiFood invested in building a fresh milk factory in Gia Lai,
purchasing all milk from the HAGL farm.

After more than 1 year since the start of signing the project, up to now, HAGL's
dairy herd has nearly 10,000 cows, of which more than 5,000 cows produce milk
with a daily output of more than 100 tons.
 45
APPENDICES
APPENDIX B
SWOT Analysis
WEAKNESSES: PUBLICS
Food quality and safety issues due to poor inspection
There was a case where some children suddenly had symptoms of suspected
poisoning, such as stomach pain, nausea, fatigue…

Moreover, on June 1, Mr. B. took milk for his 26-month-old son to drink. Seeing his
son crying and refusing to drink milk, he tried it and discovered that the milk had
a sour taste and appeared curdled
=> Milk quality controversy => Becoming threats of Nutifood => Reduced revenue,
product image and sales will suffer.
 46
APPENDICES

APPENDIX B
SWOT Analysis
THREATS: COMPETITORS

About 72 businesses are now involved in the production, importation, and trade of
milk in Vietnam, in addition to hundreds of generic milk distribution agencies.
Vinamilk holds a significant market share of around 49% in Vietnam's milk market,
with other rivals including Dutch Lady (with a 25% market share), Mead Johnson,
Abbott, Nestle, Ba Vi, Moc Chau, and others.
 APPENDIX C 47
UNICEF says that 1.8 million children under 5 years old in Vietnam have nutritional
deficiencies or are short. Of these children, the rate of malnutrition among children
from ethnic minorities living in remote areas is twice as high as the rate among
children living in remote areas overall.

A lot of people still don't get enough micronutrients. The general rate of anemia in kids
younger than 5 is 28%. Statistics also show that only 1 in 4 babies younger than 6
months are fed only breast milk, while 59% are given a varied and full weaning diet.

As a result, Nutifood has made the correct decision regarding its long-term
development and forging its own course in the powdered milk industry by selecting this
market segment.
 48

APPENDIX D
Communication channel
Thuy Minh was welcomed to collaborate with Nutifood due to her status as
an informed mother who espouses the value of expert nutrition.
Additionally, Thuy Minh advocates for the need to address the issue of
inadequate nutrition among children and pushes for the use of Nutifood
Grow Plus as the solution she chooses.

Advertising
Since Nutifood supports the U19 team, the team's values and reputation are
linked to the brand. As football is the most popular sport in Vietnam and
has a loyal fan base, a successful team can positively reflect highly on the
sponsor and improve customer perceptions of the business. As a result,
Nutifood's brand recognition and awareness in the Vietnamese market
increased.
=> Kill two birds with one stone
 49
Social Media
Nutifood established a fanpage with the dual purpose of increasing brand
recognition and promoting customer confidence by enabling them to access
product details online without the need to physically visit the establishment
or contact customer service. Nutifood can also gather customer feedback
regarding the product with little difficulty. This allows Nutifood to adapt
its business strategies through its fanpage.

Direct marketing
Charity and social activities contribute to the development of Nutifood's
brand image as friendly and socially conscious. This method not only
enhances Nutifood's reputation among its existing customer base but also
creates favorable psychological emotions among potential customers who
have yet to try Nutifood products or are thinking about doing so.
 50
Promotion
Vietnamese mothers frequently participate in minigames with attractive
prizes that appeal to their fear of missing out, which is why Nutifood's
advertising campaigns frequently target them. To take advantage of
the benefits that these campaigns provide, this will encourage them to
search for products containing scratch cards, codes, or discount
programs. In addition to stimulating consumer interest, these marketing
initiatives generate financial gains for Nutifood.
 CONTACT INFORMATION
TEAM MEMBERS

Nguyễ n Thuỳ Dung 23005114@student.westernsydney.edu.vn

Trịnh Gia Hải 22003082@student.westernsydney.edu.vn

Đào Hoàng Khang 23005706@student.westernsydney.edu.vn

Trương Mộng Tuyề n 23005110@student.westernsydney.edu.vn

Nguyễ n Hồ Trí Tân 23005395@student.westernsydney.edu.vn

Tôn Nguyễ n Tường Vy 23005081@student.westernsydney.edu.vn

Thank
!you !