Anxiety and Social exclusion for Children PDF

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In this chapter aspects of evolutionary personality psychology are discussed. Please list some recent experiences you or someone you know has had with anxiety. (Considering the current condition of our country, I'm thinking we all have been anxious). List three or four experiences, and go over your ...

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INDIVIDUAL FINAL MARKETING PROJECT TH TRUE MILK – FRESH MILK Wordcount: 2112 words

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TABLE OF CONTENT 1. INTRODUCTION............................................................................................................ 3 2. SWOT ANALYSIS.......................................................................................................... 3 3. TARGET CONSUMER.................................................................................................... 4 4. DIFFERENTIATION AND POSITIONING.......................................................................4 4.1 Differentiation.............................................................................................................. 4 4.2 Positioning................................................................................................................... 5 5. CURRENT 2P PERFORMANCE....................................................................................6 5.1 Product........................................................................................................................ 6 5.2 Price............................................................................................................................ 7 6. MARKETING OBJECTIVE............................................................................................. 8 7. MARKETING RECOMMENDATIONS............................................................................9 8. REFERENCE............................................................................................................... 11

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1. INTRODUCTION TH True Milk is a very famous brand in the dairy market today. There were many milk brands in the market when TH True Milk was launched. Getting a position in this dairy industry is challenging. To compete with a long-standing brand like Vinamilk, this report proposed a perfect marketing campaign for TH True Milk. Starting from December 26, 2010, TH True Milk milk cartons – a brand new at that time – were officially launched in Vietnam; no one would have thought that after 11 years, this brand has come this far (Câu chuyện thật TH, 2021). The purpose of this report is to identify and analyze the current performance of TH True Milk's Fresh Milk product in the marketing field. Also, SMART goals and recommendations for the last six months of 2021 will be made to support TH True Milk in the COVID-19 pandemic.

2. SWOT ANALYSIS

Strengths - Bac A Commercial Joint Stock Bank provides a stable funding source (TH True Milk, 2020). - The largest and most modern plant and farm in Southeast Asia. From bulk farming to wide distribution, the production process is synchronized. - A large number of people are aware of the brand.

Weaknesse s  Price: TH True Milk is a brand with a higher price tag than other dairy brands.  Saturated dairy market in Vietnam: The

dairy market is thriving in Vietnam. TH True Milk is also a brand among many domestic milk brands.

=> By focusing on fresh milk products, TH True Milk has risen to become one of Vietnam's top three dairy manufacturers. According to statistics from 2020, TH True Milk has a market share of 6.1 percent of Vietnam's liquid milk market, which is continually growing. In addition, the corporation has over 100,000 retail locations and traditional sales methods (Linh, 2020). • The brand for the community TH True Milk has participated in many projects to contribute to the benefits of the community, such as establish farms and milk processing technology factories to create more job opportunities for local people and improve the quality of life; effectively enhance agricultural land, donate millions of glasses of milk annually to sponsor poor areas; and set up propaganda teams to emphasize nutrition for Vietnamese children. - In addition, TH True Milk sponsored 3

for social projects: millions of cups of milk for blood donors on Red Sunday. Opportunitie s • TH True Milk focuses on consumers' health: one of True Milk's top-rated products is the brand's organic milk product line. • Support human health during the COVID-19 pandemic: TH True Milk continuously implements the TH True Milk- fresh milk donation program; join hands to repel the Covid-19 epidemic when Vietnam entered the phase rigors of the fight against this global pandemic. • The dairy industry contributes significantly to the economic growth of the Vietnamese market during the COVID-19 pandemic due to increased demand.

Threats • Constant competition: One of the most difficult aspects of TH True Milk's future is the fierce competition in the Vietnamese dairy sector. Every brand's product or idea, in particular, can be duplicated and offered at a lower cost. • Scale: The factory area is not enough for production; and products are not diversified and abundant.

3. TARGET CUSTOMER TH's target customers were initially localized to urban women with a modern lifestyle, concerned with the health of themselves and their families (Brands Vietnam - TH True Milk, 2021). By identifying such customer target, the TH brand is also developed in a luxurious and modern position. Specifically, TH True Milk's target customer group is women who have families and young children. This is a group of people who are mainly employed and financially independent. They often use the money to buy household care items, especially health issues. In addition, TH True Milk also targets young people and those who like natural dairy products.

4. DIFFERENTITATION AND POSITIONING 4.1. Differentiation TH True Milk wants to expose the difference while entering the dairy sector, where powerful brands, both domestic and foreign, such as Vinamilk, Moc Chau, Hanoi Milk, Ba Vi, Dutch Lady, and others, already have a substantial market share and loyal fans, is Truly Natural. This is an exciting way to deal with products that appear to be challenging to distinguish. Because this is a highly vulnerable food to infection, any milk that is expressed from a cow must always be preserved and pasteurized.

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Figure 1: TH True Milk's natural product advertising image (Vnexpress, n.d) The message "The essence of nature is kept intact in every drop of clean, fresh milk." Proven by a closed farming and production process that meets international standards such as grass is silage, cows can drink pure water, take a cool bath, listen to music, enjoy the fresh, hygienic environment of the pasture. Nghe An (Launching pure pasteurized fresh milk TH True MILK 110 ml, 2021), TH True Milk makes consumers believe that it is “Clean milk” and “truly natural.” 4.2. The Positioning

Figure 2: The Positioning Map (Iprice, 2021) The above figure shows the comparison between TH pasteurized fresh milk and other liquid milk brands in price and quality. Based on this positioning map, it can be clearly seen that TH True Milk has a high-quality fresh milk line, which is more appreciated than Vinamilk - the dairy company with the largest market share in Vietnam today. Besides, the price of TH True Milk fresh milk is also higher than many current milk brands. With the claim "The only fresh pasteurized milk in Vietnam," the brand gained customer trust in the quality of the product. Moreover, the promotion of TH True Milk's massive investment in beef farms and closed production lines meeting international standards also greatly contribute to strengthening trust and peace of customer's mind when using the products. Regarding the price, the table below shows the comparison of TH True Milk's milk price with other milk brands in the market.

Product Price per 180ml TH True Milk 12,000 VNĐ Vinamilk 7,750 VNĐ Dutch Lady 8,500 VNĐ Nutifood 7,750 VNĐ BV Milk 7,250 VNĐ Table 1: the comparison of TH True Milk's milk price with other milk brands in the market. (Iprice, n.d)

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5. CURRENT 2Ps PERFORMANCE 5.1. Product: Core Value

Actual Value

Augmented Value

Three levels of TH True Milk – Milk Fresh TH True Milk is a fresh milk product developed in modern culture when people get higher income and a greater understanding of the health advantages of milk (Nguyen, Pham, and Nguyen, 2015). Consumers' need for fresh, pasteurized, healthy, and highquality milk products is fully addressed by TH True Milk. The company is committed to producing pure, and diverse dairy products at the highest quality. TH True Milk's dairy products are all using packaging of Tetra Pak (Sweden) and Combibloc (Germany) (Pham, 2020). These types of packaging are manufactured on modern production lines to help best protect the products inside in terms of quality, taste, and nutrition. • Size: 180ml and 110ml boxes The top of the box has the production date and expiry date • Box body: Full of information about the nutrition of the product and instructions for use • Appearance: Relatively simple with the primary color of blue, the product name stands out with blue font on a white background, on the milk box is the image of the sky. There are milky nutritious ingredients in UHT Fresh Milk Added Collagen, just as in other TH True Milk products, such as calcium, vitamin B1 B2, B6, protein, biotin, acid folic, and so on. This milk contains those elements, which provide necessary nutrients to assist consumers in building and increasing their physical strength daily. It includes 74.8 calories per 100ml and drinking 2-3 180ml bottles each day could improve people's health.

To fulfill growing consumer demands, the company has not shied away from investing in the most advanced technologies available in concentrated dairy farming, including a closed manufacturing process from "green meadow to a pure glass of milk." As a result, dairy products from TH True Milk are always assumed to be of high quality, fresh-tasting, and nutrient-dense.

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TH True Milk is also provided with the international certificate of ISO 22000: 2005 on food hygiene and safety of the organization BVQI and many other certificates about the quality of its products (Pham, 2020). 5.2. Price TH True Milk's pricing strategy is one of the critical strategies contributing to the success of its entire set of marketing strategies: • Valuation The price of TH True Milk at TH True mart stores is consumer-directed and is the price set by the company. Besides, the selling price from stores and supermarkets will be different from the selling price of TH True mart stores. Specifically: + The price of TH True Milk at TH True mart store is 22,850 VND/lot with four boxes of 180ml. + The price of TH True Milk at supermarkets is 23,585 VND/lot with four boxes of 180ml. + The price of TH True Milk at consumer stores is 26,500 VND/lot with four boxes of 180ml. • Market entry-stage pricing strategy For the Vietnamese market, TH true milk's competitor is the giant Vinamilk, the brand that has dominated the dairy market for a long time, TH is the brand that comes later and can break into the market and create success, the company needs a pricing strategy to make a difference. With TH True Milk's initial strategy of providing high-end product lines, TH, therefore, chose a skimming strategy (priced the product as high as possible) along with focusing on people's psychology. consumers with the mindset "high price, good quality." Brand Development Strategy: Build trust and continuously expand dairy product lines TH has taken a name to differentiate itself from the competition. Use the words "true" in the main brand and the sub-brands. TH wants to convey the message to customers that their products are genuine, pure, and natural. Evaluation: In the context of the COVID-19 epidemic, TH True Milk has been very successful in its product strategies. When the need for people's health promotion is increasing, the strategies given are based on the market's actual needs. They are effective immediately, especially TH true milk strongly hits consumers' minds about pure milk. TH's product quality is also very focused and has created trust with customers.

6. MARKETING OBJECTIVES 6.1. Marketing Objectives Faced with the unpredictable developments of the COVID-19 pandemic, TH True Milk's marketing goal for fresh milk lines in the last six months of the year is to increase sales by 1015% compared to 2020 throughout the densely populated urban areas. The reason is that customers during the epidemic season are conscious of health protection with nutritious products and milk is an essential choice for anyone. Moreover, the 8

implementation of advertising programs for TH's products and extensive charity programs also helps to strengthen the brand image. 6.2. Marketing Tactics • Communication at TH True mart: TH True mart is decorated with two main colors, blue and white, along with LCD screens that continuously advertise its products at retail stores with anti-epidemic slogans. • PR activities: + TH True Milk focuses on typical social protection activities: donating milk to epidemic points, participating in supporting charity programs, awarding scholarships to students. • Multi-channel advertising: + Advertise on television on channels such as VTV3, HTV7, SCTV2, TVC, etc. + Advertise on e-commerce platforms such as Shopee, Lazada, Sendo. etc. + Advertise in the press with the target customer group of TH True Milk. + Outdoor advertising with lightbox billboards in public places such as bus stations, schools, hospitals

7. Marketing Recommendations 7.1. Price Recommendations In the context of the COVID 19 pandemic, product price is always a priority consideration of customers because the economic situation is stagnant, the development opportunity seems to be zero. Therefore, TH True Milk needs to develop Promotions with more reasonable prices such as buy 4 get 1 free or buy whole milk get more chocolate milk to increase customer experience. In addition, price is a part of determining consumer behavior. Therefore, TH should take advantage of the market opportunity focusing on nutritional and dairy products during the COVID-19 pandemic to reduce the price of products with low sales. Thus, TH True Milk's products will receive equal attention from customers both in terms of price and quality of other products, not only pure fresh milk.

7.2. Product Recommendations In the context of the complicated development of the COVID epidemic, the whole country joined hands to prevent the outbreak. TH True Milk should make the most of the epidemic prevention ideas added to the product's packaging and labels to attract and create sympathy for users. For example, TH True Milk can produce a limited batch of products with innovative packaging that calls on people to prevent the epidemic effectively.

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REFERENCES Cam: Kênh thông tin Marketing dành cho sinh viên. 2021. Chiến lược 4Ps của tập đoàn TH: Nghệ thuật chinh phục thị trường. [online] Available at: [Accessed 30 May 2021]. Câu chuyện thật TH. 2021. Câu chuyện thật TH. [online] Available at: [Accessed 30 May 2021]. Linh, Z., 2020. International strategy of TH TRUE MILK. [online] Academia.edu. Available at:

[Accessed 30 May 2021]. Nguyen, M., Pham, D. and Nguyen, N., 2015. The TH milk company (Vietnam) Is such a largescale investment sustainable? [online] Agritrop.cirad.fr. Available at: [Accessed 30 May 2021]. Nguyen, S., 2020. Dịch Covid-19 kéo ngành thức uống giảm, đẩy sản phẩm chăm sóc gia đình tăng. [online] Trang tin Điện tử Đảng bộ thành phố Hồ Chí Minh. Available at: [Accessed 30 May 2021]. Nguyen, T., 2020. Chiến lược Marketing của TH True Milk - Bizfood. [online] Bizfood. Available at: [Accessed 30 May 2021]. Iprice.vn. 2021. Mua Sữa tươi Chính Hãng, Giá Tốt Tháng 5/2021. [online] Available at: [Accessed 30 May 2021]. Pham, R., 2020. Chiến lược marketing-mix của TH True Milk: Những câu chuyện chưa được kể chi tiết!. [online] Chiến lược Marketing Số 1. Available at: [Accessed 30 May 2021]. Ra mắt sữa tươi tiệt trùng nguyên chất TH true MILK 110 ml. 2021. Ra mắt sữa tươi tiệt trùng nguyên chất TH true MILK 110 ml. [online] Available at: [Accessed 30 May 2021]. Tin nhanh VnExpress. 2020. TH TRUE MILK. [online] Available at: [Accessed 30 May 2021]. Vietnam, B., 2021. Brands Vietnam - TH True Milk. [online] Brandsvietnam.com. Available at: [Accessed 30 May 2021].

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