Marketing Prepare TH Accurate Milk

 Marketing Strategy TH Authentic Milk Essay

п»їTH Accurate Milk

Promoting Plan

Intructor: Phd Le Trung Thanh

Prepared by Milky Way Group

Table of Contents

1 ) External Environment3

1 . 1 . Market3

1 . 1 . 1 . Market3

1 ) 1 . installment payments on your Customer's Budget4

1 . 1 . 3. Trends4

1 . 1 ) 4. Industry Structure4

1 . 2 . Product4

1 . installment payments on your 1 . The power customers: The assurance of 100% genuine fresh milk4 1 . 2 . 2 . Merchandise categories5

1 ) 2 . 3. Name of product5

1 . 2 . some. Designing and packaging5

1 ) 2 . 5. Distribution Programs: 5

2 . SWOT Analysis6

2 . 1 ) Strengths6

installment payments on your 2 . Weaknesses6

2 . three or more. Opportunities6

installment payments on your 4. Threats7

3. Targets and Goals7

3. 1 . Short-run Targets (in 2013)7

3. 2 . Long-run Objectives (Next five years)7

5. Target Market8

4. 1 ) Market Segmentation and Market Size8

5. 2 . Target market8

some. 2 . 1 . Image8

5. 2 . 2 . Consumption8

four. 2 . three or more. Customer Feedback9

5. Competition9

5. 1 . The technique of Vinamilk9

5. 1 . 1 . Durability points: on the lookout for

5. 1 ) 2 . Weak point points: 9

5. installment payments on your Strategies of Nederlander Lady10

your five. 2 . 1 ) Strength details: 10

a few. 2 . installment payments on your Weakness stage: 10

6. Marketing Strategy: 12

6. 1 . Positioning Strategy10

6. 2 . Branding Strategy: 11

six. Marketing Tactics11

7. 1 ) Products: 10

7. 2 . Pricing Strategy13

7. three or more. Place - Distribution Channels: 13

six. 4. Promotion13

7. 4. 1 . Connection Message13

several. 4. 2 . Marketing about TV14

7. 4. several. Marketing on Magazine14

several. 4. 5. Advertising outside15

8. Budget15

8. 1 ) Summarized Monetary Information15

almost 8. 2 . Budget16

9. Setup and Control16

9. 1 ) Performance Standards16

9. 2 . Report plan16

9. 3. Meeting plan17

1 . Exterior Environment

1 ) 1 . Marketplace

Although new milk of TH Authentic Milk brings together milk industry, it makes customers impressed quickly. Items of TH True Dairy are diversified and suitable with a lot of customers which can be different likes. 1 . 1 ) 1 . Industry

Structure of marketing milk

Chart explains the average consuming milk products per head in Vietnam in the period from 1997 to 2009.

Generally speaking, milk marketplace is various with many kinds of milk such as the liquid milk, powder milk, full cream dairy, skim milk or fat free yogurt, condensed milk which are done product coming from natural milk, in there, organic milk contains the upper hand. Besides, other milk products fluctuate at the specific period depending on very much to user's behavior for choosing. The demand pertaining to fresh water milk is a highest in all kinds through periods. Dairy market share of Vietnam this season, foreign milk holds the upper hand including household milk makes up 15%, imported milk contains 20%, Nederlander Lady makes up 23% and Vinamilk is definitely 40%. At present, Vinamilk is usually holding the most of milk market share in market portions such as compacted milk (80% market share), yogurt (90% market share) and organic milk (50% market share). 3

4

4. 1

5. 1 . 1

1 . 1 . installment payments on your Customer's Budget

A lot more developing everyday, income can be increasing, and consumers are spending more and more budget for health-product just like milk, especially to kids. According to statistics via Viet Nam Milk Industry, 89% of urban kids can drink milk every single day. Follow the professions' advice, drinking 3 containers of dairy each day that makes milk usage a significant maximize. 1 . 1 ) 3. Developments

In 2008, the scandal of melamine-tainted milk from China help to make consumers having to pay more reflexion at milk quality. The demand for fresh liquid dairy is higher and higher, whereas reconstituted milk is acccounting over 70% of milk in this market. In the end of 2012 to the early of 2013, many requests to get producers to create exactly the brand tag of milk whether it is fresh milk or reconstituted milk. 1 ) 1 . 5. Market Framework

In fresh dairy market this year, Vinamilk and FrieslandCampina Vietnam (what can often be known with name Dutch Lady) were accounting for almost two third of business. TH Accurate Milk is a second largest producer with 30% marketshare ( below Vinamilk who has 40%, and higher than FrieslandCampina Vietnam who have 25%). The others, only five per cent, is divided by 75 other opponents. The market size,...

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