Marketing strategy of Dutch Lady PDF

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Marketing strategy of Dutch Lady Introduction The Vietnamese market has never been so attractive, since opening the market in 1995 after normalizing relations with the US. Foreign brands are constantly "penetrating" into this potential market, including Dutch Lady, ...

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Marketing strategy of Dutch Lady Introduction The Vietnamese market has never been so attractive, since opening the market in 1995 after normalizing relations with the US. Foreign brands are constantly "penetrating" into this potential market, including Dutch Lady, a popular milk brand. The main competitor of the popular milk brand Vinamilk officially shows up from here. Is Dutch Lady's marketing strategy convincing enough to win the top position on the "away field"? About Dutch Lady Dutch Lady is a trademark of FrieslandCampina, a combination of the two leading dairy producers in the Netherlands, Royal FrieslandFood and Campina. Currently the Group is headquartered in 48 countries around the world with a wide range of dairy-related products that are well-positioned and well-known. Dutch Lady Vietnam has achieved the ISO 9001 standard and has been certified by the Royal Dutch Queen in 2005. The types of milk are varied. Condensed milk and fresh milk are key, however powdered milk and yogurt products also make up a significant market. Dutch Lady Vietnam has 5 headquarters: Binh Duong (headquarter), Bien Hoa, Da Nang, Hai Phong and Hanoi. Area of about 650 hectares, including 10 production lines. Workers are trained about 1-2 months, the working time of workers is 5 days / week, working in 3 shifts, night shifts workers are entitled to an additional 35% of salary. The company imported dairy breeds from New Zealand in the form of borrowing and directly guiding, inspecting and caring. Dutch Lady Vietnam has become a leading and successful foreign enterprise in Vietnam. During the time Dutch Lady Vietnam has been constantly researching and investing in technology to bring consumers the best quality nutrition products. With a positive contribution to the development of Vietnam during its more than 10 years of operation, Dutch Lady Vietnam was honored to receive the 3rd class Labor Medal awarded by the Party and State of Vietnam. . Dutch Lady's market share keeps increasing year by year and the main products of Dutch Lady in Vietnam market include the following main products: Ducth Lady Milk Dutch Lady Pasteurized Yogurt Dutch Lady milk powder Yomost Milk Fristi

Ovaltine Marketing strategies of Dutch Lady fight with rival Vinamilk Diverse products are the key With an FMCG industry, there is a lot of competition, in addition, brands also focus on their products to surround customers. Since coming to this 90 million market, Marketing strategy of Dutch Lady immediately set out to diversify its products in the market. With basic dairy products to powdered milk and yogurt, the company focuses on developing to bring the richest "ecosystem" to users. Opponents of Dutch Lady are many, Vinamilk, TH True Milk, Nestle, Moc Chau, Ba Vi .... These firms all have product lines that compete directly with dairy firms from the Netherlands. But launching a lot of products from drinking milk, milk powder and yogurt, the company wants to target directly, Vinamilk, Vinamilk has any items, immediately Dutch Lady has that item. The goal is to compete directly with dairy brands with more than half a century experience in Vietnam market. Indeed, the marketing strategy of Dutch Lady in terms of product diversification is very good, with the result that the market share is second only to Vinam, although it is "late to join" and still playing away. The motto "Global - global company brings local hearts" Marketing strategy of Dutch Lady for each market is a different concern about social issues. Dutch Lady itself is a health related category, in addition to being a "clean" brand from product to personality. In addition to promoting business development and expanding distribution systems throughout the provinces and cities, the company also regularly organizes many social activities associated with the community through staff training, development and distribution. , retailers and partners, supporting farmers to develop dairy farming, supporting educational development, directly and indirectly with the authorities to improve their understanding and practice of nutrition. people… Not only affirming its reputation in the Vietnamese dairy market, Dutch Lady also adopted social programs to PR skillfully about its brand image most closely with the Vietnamese people. Dutch Lady has the highlights of social activities such as: setting up a scholarship fund for the poor. Dutch Lady Vietnam expressed: “As a leading nutritional product manufacturer, the efforts of Vietnamese companies are focused on improving the nutritional quality of the community in general and for children. you and the owners of the future in particular ”. Moreover, Dutch Lady Vietnam also wants to contribute to improving the quality of life for Vietnamese people through specific and practical social and community activities. The direct counseling programs for mothers are held in supermarkets, medical channels, seminars, advice on how to care for babies right from

the womb, interesting and complementary playgrounds. useful for the whole family on March 8 or training courses for health workers and preschool teachers. Corrected by local concerns from the establishment of study promotion funds to caring about people's health and awareness. Dutch Lady has scored in the eyes of customers about a perfect, customer-friendly brand. This method of the company brings extremely positive feedback and creates an advantage of a "beautiful" brand in the eyes of Vietnamese customers. Nationwide distribution network The distribution network is an important link in the marketing strategy of Dutch Lady, which is an advantage with a brand of milk production and trading, a fast-moving consumer product used by consumers everyday. If there is a wide distribution network, along with a reasonable location, it is a significant advantage for FMCG firms. Similar to Vinamilk, Dutch Lady's distribution channel is present in all 63 provinces and cities, even in rural areas, its presence is also strongly covered. Knowing the importance of bringing products to consumers in the easiest way, Dutch Lady always devotes reasonable preferential policies to distributors through its early days. practical support for 3rd party. Moreover, the company always helps distributors to develop the right development strategies. Dutch Lady's development is demonstrated through nearly 200 clues and over 100,000 retail outlets nationwide. However, the drawback of Dutch Lady is that there is no exclusive distributor but only through distribution intermediaries. But it's easy to find products that are easy to find, and new products that are constantly being updated make it easy for buyers to access the product with other brands in the same industry. This is the key point in Marketing strategy of Dutch Lady when it invaded Vietnam market. Media advertising "push" strongly A common point in the advertising strategies of brands in the field of FMCG is extremely strong advertising communication. Dutch Lady's Marketing strategy is no exception when the company focuses on the media through traditional marketing channels such as TV, Newspaper .... TVCs advertised are strongly pushed by the company in the market, covering all news channels, even in the golden hours. With the aim of increasing the "reach" in the market, the company is also very successful when the brand identity is large on a milk brand with the familiar name "Dutch Girl". Moreover, the marketing strategies of Dutch Lady in terms of media are also very good in customers' tastes, when the natural and health-friendly elements of customers are put into the focus of each battle. comb. The slogan of Dutch Lady is "ready for life", the company has affirmed its business philosophy towards the community, and with strong promotional media, communication channels such as Youtube or Facebook are used.

thoroughly, the number of potential customers is increasing and has a solid "foot" in Vietnam's dairy market. Conclusion During the past 20 years, Dutch Lady has always been a fierce competitor in the dairy market with Vinamilk. Although a disadvantage is that Vinamilk is a Vietnamese brand, but Dutch Lady does not therefore falter. Dutch Lady's marketing strategies have shown that it competes fairly with Vietnamese brands, and the second is a worthy result for a "quality" brand from product to strategy....