TH true RICE

GROUP 5
CONTENTS:

Company Introduction
Analysis
Marketing Strategy
Action
I.COMPANY
INTRODUCTION
 Headquarters: Nghi Son Commune,
Nghia Dan District, Nghe An
Province

TH Group was founded in 2008

by Ms. Thai Huong.
PESTEL
 Political
For the rice-water industry, the political environment is relatively
stable, without institutions or regulations that limit the development of
the rice-water industry. This creates opportunities for the rice water
0 industry in Vietnam to develop and create a start-up-level event for the
company in the class.
Vietnam's accession to the WTO is also an opportunity to help
Vietnamese rice enterprises to have access to cheaper raw material
supplies from abroad when tariff barriers are reduced
Technological
For Vietnam's rice water industry, most of
production technology is imported from
abroad, but each type of enterprise has
different methods and secrets. They must
always have research and exploration of
new and modern technologies.
Environmental
In terms of environmental factors, although Vietnam has a
climate that can grow our rice varieties, the quality and yield
are not as high as that of foreign varieties. If rice water
enterprises have waste treatment systems in production, small
households will There is not enough attention and proper
investment in waste treatment during cow raising. This not
only pollutes the surrounding environment but also increases
the risk of potentially contagious diseases.
P
Economic
TH Group said that TH true RICE is the only roasted seed water product on
the Vietnamese nutritional drink market that has a natural sweetness from
rice, absolutely no refined sugar is used.
The product is manufactured on Germany's aseptic filling and sterilizing
E technology lines TH Group said that TH true RICE is the only roasted seed
water product on the Vietnamese nutritional drink market that has a natural
sweetness from rice, absolutely no refined sugar is used.
The product is manufactured on Germany's aseptic filling and sterilizing
technology lines TH true RICE is suitable for the whole family, especially
women, adults, and the elderly
T
Social
In the context of the current difficult economy, consumers are becoming
more and more strict with products on price. Especially when the market
today is flooded with different brands of rice water and information about
S rice water.
However, the rice water industry also has certain advantages: Rice water is
a consumer product to supplement the body
The consumption market in Vietnam is still very fertile with a young
population structure.
Consumer tastes shift to favored nutritional food products.
E
Law
The rice water industry is not
L much affected by law

Manpower
TH True Milk is a
company that requires a lot
of human resource quality.
In particular, the human
resources of the company
are a combination of both
local and foreign personnel.
A number of senior
positions in the company
are held by foreigners,
especially the position of
the general director of the
company.
In addition to the staff of
highly skilled management
professionals, the company
has a large contingent of
skilled workers directly
involved in production
activities.
5Ms
Money Material Machine Methodology
The main ingredient Japonica rice will
In addition to the
is Japonica rice
All TH's be grown
fixed costs payable,
TH True Milk also imported directly equipment and concentrated in
from Japan by the large sample fields
needs to increase
Institute of Organic
technology is of Thai Binh and
costs in advertising Nghe An.
and promotional Agriculture - TH imported
group in association With extremely
programs to attract
with Professor. Dr.
directly from modern sterilization
customers.
Marketing is an
Tran Duy Quy Israel and sterile extracts,
(Specialist in genetics it makes products
important available to
and Rice breeding)
determinant of a consumers that are
selects and develops.
product's success. safe and clean
So marketing is an
indispensable cost.
PORTER’S FIVE FORCES
 Supplier Power
Of the 5 competing pressures of
TH true Rice, this is probably
the most difficult. If the
negotiation capacity is not good,
the unstable source of rice
material will seriously affect the
company's production situation.
Threat of New
Entry
For businesses that want to join the
industry, the question of how to
build a brand and win consumer
loyalty from other big players in the
industry is not easy to answer.
Buyer Power
The key factor when participating in the TH true Rice
rice market is having to sell its products to consumers. .
So for them to change to sell Th true Rice's products,
they need effective policies. Because at present, the
main distribution channel of rice water in Vietnam is
TH true still through retailers. Despite facing the 5 competing
pressures of TH true Rice, we believe that TH Group
RICE will achieve much success in the future.
Substitutes
Although TH true Rice clearly identifies the
participating market segment as a completely natural
roasted rice product . But there are many similar
products on the market today . Even other companies
will come up with newer, superior products to
compete and replace TH true Rice. Because long-
standing rice companies are fully capable and capable
when they have been in the rice industry for a long
time.
MARKETING SWOT
 Strengths
• Be a pioneer for the product
line of roasted rice in
Vietnam
• Processing from specialty
rice.
• Do not use refined sugar.
• Only pure natural sweetness
from the grain of the rice
itself, ensuring healthy
nutrition, good for heart
health, taste delicious, thirsty.
• TH true RICE is the only
roasted rice water product on
the market today without
sugar.
Weaknesses
• Difficult to reach
customer segments, due to
user tastes.
• Although launched from
January 2020, it is still not
well known due to the lack
of extensive marketing
strategies due to the effects
of the COVID-19
epidemic.
Opportunities
• If consumers win the trust,
they can beat Korean roasted
rice water.
• Due to being a pioneer in
the rice water market in
Vietnam, it will occupy a part
of the mind (share of mind)
and the heart of the customer
(share of heart).
• The State has been creating
favorable conditions
Threats
• Competitive potential of
strong competitors
(Korean roasted rice juice
such as Rice Morning
Woongjin and SunHee)
• Customer psychology
prefer foreign goods
• Business in sensitive areas
closely related to human
health and the law.
 II.MARKETING
ANALYSIS/STRATEGY
MARKET SIZE

Total product consumption in a year

71,761,680
MARKET GROWTH
 MARKET SHARE
TH true Rice in company TH

TH true Rice in Vietnam market

MARKETING OBJECTIVE
 Our Market Share will increase
from 10% in 2020 to 15% in the end of
2022.
COMPETITON
 TH Group Woongjin Foods
Establish 2008 1976
America , Russian Federation, China and
Country retailer
Asean countries 32

Brands

Employees 5,500 51,000 – 200,000

The families have a middle income

Woongjin can use for all different
- quite up and have children.
Customers subjects with a decent income or
Targeted at young people and those
higher
who like products from nature.

Headquater Nghe An, Vietnam Seoul, South Korea

POSITIONING
Positioning and Competition
 Positioning and Competition

TH has made a very good

difference by occupying the
word "clean", when food
safety and hygiene is a top
concern for customers.

The success of TH when it can put

into the minds of customers
"source of clean products" so that
every customer who thinks of
clean products, can immediately
remember that TH is really not an
easy one.
 Segmentation and Target
Customers who care about their
Behavioral health: reduce the risk of chronic
non-communicable diseases such
T H True Rice as obesity, diabetes, heart
disease, limit dental diseases
Demographic Occupation
TH TrueRice
The middle class, who
are willing to pay to
buy products that are
Age Gender Income good for their health
C All major industries
Over 7 million
Especially women VND / month are office
20-30
Geographic
T H True Rice

Urban areas and major

cities in Vietnam
 Psychographic
T H True Rice

Those who seek a safe and

healthy life, prevent disease but
are less price sensitive.
Women who want to beautify
their skin and lose weight
 Customer profile

GEOGRAPHIC REGION Urban areas and major cities in Vietnam

AGE 20 – 30 years old

GENDER WOMEN
OCCUPATIO All major industries are office
DEMOGRAPHI N
C
INCOME Over 7 millions VND/ Month
SOCIAL Class AB
CLASS
PSYCHOGRAP LIFESTYLE Who seek a safe and healthy life, prevent disease but are
HIC less price sensitive.
PERSONALI • Who like nutritious and natural products.
TY • Appreciation of physical appearance.
BEHAVIOR Who care about their health
 4Ps
TH True RICE
PRODUCT PRICE

TH true
PLACE
RICE PROMOTION
 PRODUCT Product portfolio

Roasted Red Brown

Rice Water Rice Water
NAME

TH- “True Happiness”

True Rice

With the desire of bringing consumers the most "true" product

lines from nature, preserving the essence of nature.

TH true Rice - the name associated with the product

characteristics, the name is easy to remember, easy to understand,
impress customers
 QUALITY
 To meet the increasing demands of
consumers, the company did not
hesitate to invest in modern
technology lines.
  Roasted rice water is produced
with the most modern and
hygienic technology.
 Japonica rice materials are grown
by TH Group in large fields in two
Thai Binh and Nghe An provinces.
Nui Tien factory built by TH
Group with the world's
leading modern technology
line is where TH true RIC is
produced.
 PACKAGING
§ Form:The packaging shows all the information 
about nutrition and instructions for use and on t
he bottle cap with 
the date of manufacture and expiry date.
§ Size: 300ml bottle

 From the main theme of "Truly Nature", TH focuses

on two basic colors white and yellow, the letter TH
with a blue font and an orange True RICE , on the
bottle with rice.
  Icons, images are presented simply, clearly and
prominently.
 PRICE
The TH Rice price at the TH true mart store chain is a
consumer-oriented price and a set price from the
company.

Prices at supermarkets and stores are not the same as

the prices at the TH true mart chain stores:
Price  (VND / bottle of 300ml)

TH true Mart 12.500

Supermarket 14.000

Convenience Store 16.000 - 18.000

 PRICE STRATEGY

 TH true Rice chose a market entry price strategy to

encourage buyers to quickly expand the market to
increase sales volume.

 The initial orientation of TH true Rice was a mid-range product, so it chose a pricing strategy lower than the competitors
(woongjin, sun-hee).

 In Vietnam market, Woongjin is dominating the rice

Price Strategy water market, TH true Rice is the latter, so it needs a
pricing strategy to make a difference to penetrate the
market.

 The initial orientation of TH true Rice was a mid-range

product, so it chose a pricing strategy lower than the
competitors (woongjin, sun-hee).
 PRICE OF COMPETITORS
TH True Rice  Woongjin  Sun-Hee 
300ml: 12.5000 VND  180ml: 20.000VND  500ml: 37.000VND 
500ml: 35.000VND  1.5L: 75.000VND 
1.5L:   70.000VND 
 PLACE
Rice Seeds Fields Harvest Transport

Take care of the field

Supplier (packaging) Nui Tien roasted

rice water factory
Supplier (additive)

Transport Transport Finished product Pack

Nghe An Warehouse Check

Ha Noi
Labeling
TPHCM
TH true Mart
Direct distribution
channel
Indirect Distribution
Channel

supermarkets, convenience stores, retailers…

DIRECT DISTRIBUTION CHANNEL(TH TRUE MART)
Promote the image of TH to
consumers.
A channel of product introduction and
direct sales to users.

A total of 195 stores nationwide TH started using DMS system in late 2013
 DIRECT DISTRIBUTION CHANNEL(ORDER ONLINE)

TH true mart
employees will deliver
within 48 hours with
an invoice of over
VND 200,000

Th true Rice also reaches users throug
h online ordering via the
TH true mart website (www.thtruemart
.vn), tiki, now and delivery at home.
 INDIRECT DISTRIBUTION CHANNEL

1
TH TRUE
RICE

One level
chanel

Two level
chanel
2
TH TRUE
RICE
 P
R
O
M
O
T
I
O
Booth sampling products at supermarket
(BigC, Coopmart,..) N
DIRECT MARKETING
 SALE
PROMOTION

”Buy 1 get 1 free”

Organize mini games on program at some
the fanpage  convenient stores: circle
K, 7eleven
  Understanding customer psychology and more
importantly a professional working style

Personal Selling

 Good communication ability, always

TH true Rice has a large sales team: enthusiastic in working and ready to share
 Well-trained, with a solid
with customers questions and inquiries.
understanding of TH true Rice
PERSONAL SELLING
 SALE FORECAST
YEAR 1 PROJECTION

1. POTENTIAL # CUSTOMER
VN population 97,599,850
Aged woman 20-30 32% 31,231,952
Living in urban 20% 6,246,391
Class AB 20% 1,249,278
Rice water penetration 3% 37,478

3 YEAR MARKET PROJECTION

2. POTENTIAL MARKET SIZE 2020 2021 2022
Frequency / year 121 Market size 37,478 39,562 42,751
Market size (units) 4,534,838 Market growth 11,2% 11,2%

3. POTENTIAL MARKET SHARE & SALES 3 YEAR BUSINESS AMBITION

Market share 10%
Unit price 12,500 2020 2021 2022
Potential sales Market share 10% 12% 15%
Sell out in unit 453,483 Sell Sell out 453,483 544,180 680,225
Sell out in value 5,668,541,000 Growth 33,4% 38,9%
MARKETING BUDGET
Thanks You For Listening