marketing plan vinamilk’s drinking yogurt
TRANSCRIPT
MARKETING PLAN Vinamilk’s drinking yogurt
Group 7 Trần Nguyễn Mai Khanh
Lê Thị Tường Vi
Lê Phạm Ý Nhi
Nguyễn Ngọc Thuỷ Tiên
Đoàn Văn Minh Hoàng
Contents
1. Executive Summary
2. Current marketing situation
3. Opportunity & Issue Analysis
4. Ojectives
5. Marketing Strategy
1. Executive Summary
Vianamilk is the biggest dairy company in Vietnam.
We are the leading producer of dairy products in
Vietnam based on sales volume and revenue.
After more than 30 years in operation,
becoming one of the leading trademarks in VN
and moving forward to international
History
Business
excutive
summary
The main
products of
Vinamilk
Vinamilk has been the number [1]
dairy player in Vietnam for the
three years ending 31 December
2007
Fresh milk, Yogurt, Drinking
yogurt, Fermented yogurt, Ice-
cream, Cheese
2. Current marketing situation 1) Market situation:
Dairy industry is a highly stable, less affected by
economic cycles.
2) Product situation:
Products of the company are varied to meet the increasing
demands of consumers. These include dairy products: liquid milk,
yogurt , milk powder, sweetened condensed milk
3) Competitive situation
35%
24%
22%
19%
Sales
Vinamilk
Dutch Lady
Mead Hodnson,Abbott,Nestle…
HaNoimilk, Nutifood…
4) Distribution
Traditional channels: company has 220 independent
distributors and over 140,000 retail outlets. Distribute more
than 80% of the company's
Modern channel: rely on supermarkets and metro.
3. Opportunity & Issue
Analysis Analysing resources in company is an important step to prepare
for begin a new project . In here , our group is doing that .
1.What
2.Why
3.How
Challenge:
Hard to keep up with the experience of competitors from
outside : Yakult ,
Changing the habits of the people prefer imported Vietnamese
cave .
The massive participation of competitors from
4. Objectives Basis to develop other products in drinking yoghurt segment
• Financial
• Revenue
5. Marketing Strategy
1) Target Market
A target market is a group of customers with similar needs
that forms the focus of a company's marketing efforts.
2) Positioning
Market positioning is create a positive perception in the eyes
of the public and try to make unique, good impression of
brand
Vinamilk
Others
Yogurt's market share
Vinamilk Drinking Yoghurt – Healthy every
day, happy at every time
3) Product Line
Drinking Yogurt Milk, made from tasty fresh milk rich in
natural nutrients, is now added with Prebiotic helps to balance
digestion .
4) Price
“ keep the price but higher quality”
Price of drinking yogurt : 6000 ~ 8000 vnd/ box
5) Distribution
Distribution includes all the activities necessary to move
products from producers to customers.
6) Research & development
As a part of marketing plan and to get a better picture of the
possibility for selling products in market, we did some market
research.
Determining Vinamlik’s market area
Create profiles of potential customers: based on some questions
through surveys
Find out our competitor
Put 1, 2, 3 together
7) Salesforce
The sale man is the bridge between the business and the customers.
In the operation new Drinking Yogurt products of Vinamilk, our
Maketing group have present a salesforce design plan as 2 sections:
Target of salesforce
Salesforce Structure
8) Sale promotion
We planed 2 promotion on sale for Drinking yogurt:
Sale in series model
Sale product from far
• Our team use 2 main factor in drinking yogurt
advertisement are: cows and fruities
9) Advertising
• Sharing out free drinking yogurt program in a
month
• Public relations
10) Service: Customer care
“ Customer care” is all anything essentially which business have to
satisfy demands and expectation of customer, it means we serve
customer in the way they want and try to make them become our
loyal customers.
Thank You! Group 7
Trần Nguyễn Mai Khanh
Lê Thị Tường Vi
Lê Phạm Ý Nhi
Nguyễn Ngọc Thuỷ Tiên
Đoàn Văn Minh Hoàng