PRODUCT ANALYSIS
Product category: Fresh milk
Manufacturer: VINAMILK
Marketing Mix is very significant for business, nowadays. Good implementation of its core
elements (Product, Price, Place, Promotion) will help company sustainably develop its business.
INTRODUCTION OF VINAMILK
After 45 years of establishment and development, with creative thinking, bold innovation and
constant efforts, Vinamilk has become one of the leading enterprises in Vietnam, making positive
contributions to the development of the country in general and the dairy industry in particular,
bringing the Vietnamese dairy brand to high positions on the global dairy industry map. The
company has entered the top 40 dairy companies with the highest revenue in the world (Plimsoll
Statistics, UK).
Product categories:
Group of powdered milk products
Liquid milk products
Yogurt product group
Soymilk product group
Fruit juice group
Main market:
Domestic: Vietnam
Exported: France, USA, Germany,
Market share in Vietnam: ~ 43%
BENEFITS OF MARKETING:
Brand recognition - helps to leave an imprint of a brand in the mind of the customer. This
ensures that customers are looking for a specific brand of a product, rather than the brand
looking for its own customers.
Create customers and retain them - Once a brand has gained recognition and a customer base
has been established, marketing allows us to retain our customers.
Identify real customers - Marketing strategies allow a business to identify its potential and real
customers based on research into customer psychology and desires.
Provide information - Marketing is the best way to provide information about a product. The
salient features of a product (service) are what are used to present to the customer thereby
drawing the customer's attention to the product
Establish trust – Repeating a marketing campaign ensures that your product is always in the
mind of the customer. This will in the long run help in establishing a trust in your brand and
make customers make your product choice regardless of the competing products.
Stimulate customer curiosity - Making customers see and hear about your product will help
stimulate customers' curiosity and they will learn more about your product. Through research,
customers will recognize your brand, helping you to surpass your competitors.
COMPANY'S MARKETING STRATEGY MODEL:
PRODUCT: Fresh Milk category
Brand: VINAMILK
Product variety: 100% Fresh Milk, Green Farm Milk, etc.
Packaging:
The packaging is designed to show that the product is close to nature, including: cow, tree,
grasses, flowers, fruits, water, and mountains
Message:
Fresh milk from grass-fed cows enjoy a rich source of nutritious food grown naturally,
without using chemical pesticides and chemical fertilizers. The cool and fresh air, thanks to
natural groundwater and ecologically regulated lakes, create an ideal living environment
for healthy cows to bring delicious and pure fresh milk.
Product quality:
In accordance with TCVN (Vietnam standard), and Manufacturer’s standards, and relevant
market standards which product is distributed.
Product warrantee: 3 months from manufacturing date
Size: 180ml, 120ml
PRICE:
Setting price: market leader in fresh milk category
Discount: periodically applied to GT (General Trade: Grocery, Street Shop, Wet Market,
Traditional Drug), and MT channel (Modern Trade: Hypermarket, Supermarket, CVS, e-
commerce platform): bulk procurement, combined product, etc.
Credit: provided to relevant partners
PLACE:
Channels: + General Trade: Grocery, Street Shop, Wet Market,
+ Modern Trade: Hypermarket (Lotte, Aeon, Emart, Giant), Supermarket
(Coop Mart, Vinmart, MM Mega Market), CVS (Circle K, 7-Eleven, Family Mart), e-
commerce platform (Lazada, Shopee, TIKI, etc.)
PROMOTION:
Advertising: Company’s website https://www.vinamilk.com.vn/sua-tuoi-vinamilk/vi/
https://giacmosuaviet.com.vn/pages/tong-hop-sua-bot
On youtube: https://www.youtube.com/watch?v=ZwxZuR24XJY
https://www.youtube.com/watch?v=Wqkwh4zOaXI
On Facebook: vn.facebook.com/pg/vinamilkeshop/shop/
Sometimes Vinamilk Fresh milk is also advertised through TVC
Public relation: charity programs
Promotion: Manufacturer sometimes deploys promotion programs to the consumer through its
channels.
PRICING STRATEGIES:
Vinamilk Fresh milk is a leader in its category, so some pricing strategies can be periodically
applied to attract customer and compete with followers (product), include: Leader pricing,
Promotional pricing, and Price bundling.
For long-term strategy, new product development, and product innovation are necessary to
maintain its leadership and enhance its market share.
Reference
Dholakia, U. (2017). How to price effectively: A Guide for Managers and Entrepreneurs. Utpal
Dholakia
Kotler, P., & Keller, K., & Brady, M., & Goodman, M., & Hansen, T. (2016). Marketing
management. Pearson Education, Inc.
Keller, K. L. & Swaminathan, V. (2020). Strategic brand management: Building, measuring, and
managing brand equity. Pearson Education
Principles of marketing. University of Minnesota Libraries Publishing (2015).
https://doi.org/10.24926/8668.1901
