Unit 3 Emotional Intelligence and Spiritual Intelligence.pdf
VINAMILK_DREAM FLIGHT.pdf
1. HO CHI MINH CITY UNIVERSITY OF FOREIGN LANGUAGES
INFORMATION TECHNOLOGY
DEPARTMENT OF FOREIGN LANGUAGES CORPORATE
COMMUNICATION FOR VINAMILK COMPANY
GROUP NAME: DREAM FLIGHT
STUDENT NAME: 1. Bùi Phương Nhung -19DH713140
2. Huỳnh Ngọc Loan - 19DH711376
3. Hồ Bảo Trâm - 19DH710074
4. Nguyễn Phạm Thành Nhơn - 19DH712984
5. Đặng Huỳnh Tuyết Nhi - 19DH710031
6. Nguyễn Thanh Bình - 19dh713220
7. Nguyễn Ngọc Thanh Châu - 19DH710205
8. Ngô Thị Tố Uyên – 19DH713093
HO CHI MINH CITY, November, 26th
, 2021.
2. Contents
I: RESEARCHING..................................................................................................................2
1.VINAMILK COMPANY .................................................................................................2
1.1. History ....................................................................................................................2
1.2. Achievement...........................................................................................................2
1.3. Human resources, awards, service, product...........................................................2
2. CORPORATE IDENTITY .............................................................................................4
2.1.......................................................................................................................................4
2.2. Images and design of products: ...............................................................................5
2.3. Enterprise symbol: ................................................................................................5
2.4 . Enterprise's behavior:.........................................................................................5
2.5. VINAMILK’s corporate culture (The characteristic identity of the enterprise
to distinguish from other businesses):............................................................................6
3. CORPORATE REPUTATION ......................................................................................7
3.1. The reputation of VINAMILK in the market and on social media. ...................7
4. GAP VISION-IMAGE.....................................................................................................7
5.SWOT.................................................................................................................................8
6.STRATEGIC INTENT.....................................................................................................9
II: OBJECTIVES SETTING................................................................................................10
1. Focusing on communicating milk quality: ...............................................................10
2. Enhancing brand awareness by focusing exclusively on environmental issues and
social responsibility............................................................................................................11
III. PLANNING......................................................................................................................12
1. PLANNING SETTING .................................................................................................12
2.STAKEHOLDER............................................................................................................13
3.THEME MESSAGE.......................................................................................................14
4.DEVELOP MESSAGE STYLE ....................................................................................14
5.MEDIA.............................................................................................................................15
IV.EXECUTION....................................................................................................................17
V. TOOLS OF MEASUREMENT & EVALUATION.......................................................21
VI: RISK MANAGEMENT..................................................................................................25
VII. BUDGET.........................................................................................................................27
3.
4. 2
I: RESEARCHING
1.VINAMILK COMPANY
1.1. History
Vietnam Dairy Products Joint Stock Company, other names: VINAMILK;
HOSE: VNM, is a company that manufactures and trades milk and dairy
products as well as equipment links in Vietnam.
Company Established on August 20, 1976; 45 years ago.
Head office 10 Tan Trao, Tan Phu Ward, District 7, Ho Chi Minh City, Vietnam.
Key staff
Mai Nguyen Phong Chau -
Chairman of the Board of
Directors
Mai Kieu Lien - General Director
1.2. Achievement
■ Top 200 Small and Medium Enterprises in Asia voted by Forbes Asia (2010, 2019)..
1.3. Human resources, awards, service, product
> Human resources
More than 220,000 sales points covering 63 provinces and cities. And have a
number of employees more than 6000.
> Awards
The title of Hero of Labor (2000).
Medal of Independence Class III (2005, 2016).
Labor Medal class III (1985, 2005), class II (1991), class I (1996).
7. 5
2.2. Images and design of products:
- Product packaging style: The main colors are bright blue and white. In
addition to the accompanying shell, there is the image of the dairy cow, which is
the symbol of VINAMILK. Whenever people think or look at it, they think of
VINAMILK.
- Packaging pattern products: tins, paper boxes, plastic bottles, paper bags, ...
(using virgin plastic synthesized directly from petroleum or other petrochemical
products to produce containers).
- Most packaging shapes of products are designed
in a rectangular box.
2.3. Enterprise symbol:
VINAMILK logo is used basically by 3 main
colors: ■; ■; ■
. Green symbolizes freshness and development;
Blue represents hope and white represents purity
and purity that contains a different meaning of the
dairy industry that VINAMILK pursues.
Around the word VINAMILK in the logo carries
the meaning of protective flow as the meaning of the company's desi
2.4. Enterprise's behavior:
The attitude and spirit of employees and enterprises are clearly shown.
To Enterprises/ business owners: "Strive to bring outstanding benefits to
shareholders, on the basis of using effectively and protecting all VINAMILK's
resources."
To Employees: “Treat all employees with respect and fairness. VINAMILK
creates the best opportunities for all employees to develop equality, build and
maintain a friendly, safe and open working environment.”
To Customers: “VINAMILK provides a wide range of products and services.
VINAMILK is committed to the highest quality, competitive price and honesty
with all transactions.”
8. 6
2.5. VINAMILK’s corporate culture (The characteristic identity of the
enterprise to distinguish from other businesses):
6 Cultural principles
Responsibility: When things happened, the first reason was me
Result Direction: Let's talk quantitatively
Creativity and Proactive: Don't say no, always look for two solutions
Cooperation: Adults do not need supervision by an adult
Integrity: My words are Me
Excellence: I am an international standard expert in my field
7 Leading activities
Work with KPIs, plans and reports
Care and encouragement at the right time
Observe competencies and train immediately
Create a good environment and connect well both inside and outside the
Block/Room
Need to know "canopy" - give instructions, do not do instead
As "adults" in all behaviors
As the elder and as the servant
Mission
“Committed to providing the community with top-class nutrition and quality
with its own respect, love and high responsibility for human life and society.”
Vision
“Becoming the leading symbol of trust in Vietnam about nutrition and health
products serving human life”
9. 7
3. CORPORATE REPUTATION
3.1. The reputation of VINAMILK in the market and on social media.
VINAMILK has consumer loyalty and trust when they promote images in
newspapers, TV, online newspapers.
VINAMILK is also the only Vietnamese
firm to be in the top 50 most powerful listed
enterprises in Asia (according to the Asia300
ranking of Nikkei Asia Review).
According to the Brand Footprint report
2021, VINAMILK leads the ranking of the
most selected brands of the dairy and dairy
products industry, and this is also the 10th
consecutive year VINAMILK has been
honored in the first place.
In 2020, VINAMILK has surpassed domestic and foreign brands, topping the
top 10 strongest brands in Vietnam published by Campaign Asia-Pacific and
Nielsen
4. GAP VISION-IMAGE
The electronic magazine "Vietnam Business and Borders" published a problem that
customers encountered on June 2, 2020, VINAMILK sugar yogurt was found to have a
strange color in the box and appeared pale pink, fertile, and smelt strange. It is worth
mentioning that these milk cartons have a shelf life.
On April 19, 2021, the "Entrepreneur" website spoke out about VIANMILK
products such as yogurt, condensed milk being blackened although they did not
come to the end of shelf life.
10. 8
>> This is completely contrary to the image that VINAMILK propagates in front of the
media and the public. Result to a huge impact on the image that the brand has built over
a long period of time.
5.SWOT
Strengths
■ Wide distribution network nationwide
■ Diverse products, there are many leading
dairy products in Vietnam. Quality and
suitability.
■ Strategic and professional marketing
strategy
■ Marketing strategy methodically and
professionally.
■ Financial strength, VINAMILK has
capital structure is quite safe, no loan.
Weakness
■ Unable to control the source of raw
materials.
■ The market share of powdered milk is not
high
■ There is a problem of vision-image gap
losing the trust of a part of consumers.
Opportunities
The increased demand for milk by the
potential customer group.
Raw materials supplied are being
supported by the government,
imported raw materials with reduced
tax rates
Expanding the export network,
VINAMILK factory: VINAMILK
still has many opportunities to
expand the export market and
business abroad.
Trends in consumption of health-
oriented products
Threats
Market participation of many strong
competitors
Unstable input sources
Customers: export market has many
risks, psychology prefers to use foreign
milk of customers
11. 9
6.STRATEGIC INTENT
VINAMILK's Board of Directors determines a long-term strategic
communication vision to guide production and business activities.
VINAMILK defines corporate communication strategy with 2 main pillars
being implemented, including:
o Leading in campaigns for the community:
VINAMILK always accompanies and shares with the
community.
VINAMILK promotes campaign for the community in
COVID-19 pandemic.
VINAMILK promotes advertising campaigns in combination
with human resources for the purpose of sharing with the
community
o Raise brand awareness
Donate to support Covid-19
Leading the campaign for poor children
Always accompany customers in the season of Covid-19
"DELICIOUS DISHES FROM VINAMILK"
o Product value increased sharply
Leading the application of "steel standards" including
pasteurized and organic milk
Continue entering new fields with the model transformation
strategy.
12. 10
.
II: OBJECTIVES SETTING
1. Focusing on communicating milk quality:
We will launch the media
campaign “A GIFT OF
HEALTH 3 NO’S FROM
NATURE” based on
international standard milk
quality, was launched as a
TVC widely broadcast on
TV and YouTube in
December 2021, is expected to reach 1 million viewers in the first 24 hours of
release and increase milk production from 6% (2020) to 10% (at the end of 2021).
The advertisement '' VINAMILK Organic Fresh Milk with dual standards:
European Organic (EU Organic) and Organic China will be launched in
Shanghai, shown on Vietnam Television
and China's Hunan Radio, attracting the
interest of 1.5 viewers from more than 50
countries around the world. We are
honored to introduce the image, a high-
quality Vietnamese dairy product, meeting
European double standards, promising to
bring safe and nutritious Vietnamese milk
to 30 million Vietnamese families, 100
million Vietnamese and Chinese families
as well as international friends in April
2022.
13. 11
2. Enhancing brand awareness by focusing exclusively on environmental
issues and social responsibility.
3. VINAMILK and VTV Digital will continuously implement the campaign for
community "YOU ARE HEALTHY, VIETNAM IS HEALTHY" aired on VTV
channels and streamed on VINAMILK’s Facebook fanpage, donating 10
billion in the 4th quarter of 2021 compared
to 9 billion VND in the 1st quarter to support
100,000 children suffering from the COVID-
19 epidemic and the team of doctors and
nurses on the front line against the epidemic
in Ho Chi Minh City.
Series of good tips on Youtube for parents "DELICIOUS DISHES FROM
VINAMILK" to ensure that VINAMILK always accompanies customers during
the peak of epidemic and brings confidence in milk quality to 80% of
Vietnamese households included housewives and children. Besides,
VINAMILK wishes to create trust with customers about product quality,
increase brand awareness by 20%, reach 3 million followers in January 2022.
14. 12
III. PLANNING
1. PLANNING SETTING
With the criteria for a natural product, no harmful chemicals, 3 NO criteria: NO
CHEMICALS, NO SYNTHETICAL CONDITIONS, NO GROWTH, VINAMILK
aims for the future of Vietnam children. VINAMILK will advertise on media units
and radio stations, in order to send the most
accurate information about product quality
to consumers. VINAMILK's main criterion
is a completely natural product without
preservatives, so accompanying the
advertisement is the brand's commitment to
the product. In addition, VINAMILK's
products are also exported to foreign
countries, especially countries with strict inspection procedures like Europe, so
VINAMILK aims at what is most natural and will accurately capture every detail of
the product. the origin as well as the quality of the
product.
15. 13
2.STAKEHOLDER
■ Consumers: who have a need to use the company's products. VINAMILK
collects and sells dealer system information to be able to respond promptly and
satisfy customers at a higher level
■ Suppliers: Building long-term development
goals and sustainable for large vendors at home
and abroad to ensure raw material supply
stability not only of high quality but also in
price very competitive.
■ Partners: VINAMILK comprehensively cooperates with the National Institute of
Nutrition to support the investigation of children's nutritional status, nutritional
deficiencies, and guide the development
of product lines for Vietnamese
children's development
16. 14
3.THEME MESSAGE
“ SHARING CONNECTING FOR COMMUNITY HEALTH”
The core value that VINAMILK wants to focus on in this message is that
everyone join hands for public health and overcome the pandemic together.
VINAMILK wishes to bring consumers the best and safest products, diversify
products and create new product values to improve and enhance human health
and provide products at affordable prices. the most reasonable in the current
situation.
4.DEVELOP MESSAGE STYLE
“TOP QUALITY – BEST QUALITY-
VINAMILK QUALITY”
In the year, when the epidemic situation is
gradually under control. VINAMILK
wishes to continue to stand firm in strides
to make the company a leading enterprise
trusted in the consumer community.
Constantly expanding, constantly spreading
products to all domestic and foreign consumers.
Affirming its position as a leading company, growing
stronger day by day to provide consumers with more
diversified products.
In addition, VINAMILK continues to develop better and better products, always
putting product quality first, raising the nutritional level of international quality for
dairy products, thereby creating opportunities for Vietnamese children can use
nutritional products that are not inferior to foreign dairy product
17. 15
5.MEDIA
Through social networks, we decided to choose Facebook and YouTube as the two
main media with fan page posts on Facebook and running video ads on channel of
YouTube. We choose to make a challenge because we have many exiting games and
rewards for the youngsters and children to join in the challenge.
*This challenge aims to attract people who love creativity, innovation or
expressing their own values.
- Will be held for 3 weeks (14/05/2022-04/06/2022)
- Attract more than 1000 participants
- Information about the challenge will be posted on the
VINAMILK page
- About 50 articles about this collaboration on social media. Journalist of Tin Tuc Viet
Nam, Kenh 14, Viet Nam Moi, Vnexpress, VTV News, Tuoi Tre Online, Thanh Nien
*Contest rules: Each challenger will record and upload a short video with the
content: Express the meaning of the message "Shine Your Way" in their own way of
thinking, and show how they will shine. Besides, they will attach a picture of the
product they want to receive from VINAMILK’s new collection.
You can create more than the main content, but it must be consistent with the content
of the message
*Step to join:
- Step 1: Click like and follow VINAMILK website and VINAMILK Facebook page.
18. 16
-Step 2: Record a video with the above content and post it with the hashtag
#VINAMILK #Standing, constantly expanding, affirming its position
-Step 3: Post the video to your Facebook account in public mode
*Evaluation Criteria:
- The video must show the contents of the contest rules
-Video is valid when all 3 steps are completed
- It is strictly forbidden to cheat, use tools to increase views, increase reactions.
- The company's measurement tool will choose the top 20 best videos
- Then the Creative Director of VINAMILK will evaluate and select the top 10 best
videos
- The list of top 10 winning videos will be announced 7 days after the contest ends
(11/06/2022).
The list will be posted both on website and on VINAMILK's Facebook page.
*Prize:
1 First prize: 5 million VND + the product in the new super collection which they
attached in the video
2 second prize: 2 million VND + 20% discount voucher when buying at VINAMILK
store
5 third prizes: 20% discount voucher when buying at VINAMILK Store.
19. 17
IV.EXECUTION
Let's first give an idea of the message for this program (12/2021)
=> The messages will focus on the value of VINAMILK’s milk products
VINAMILK - a beautiful childhood sky of Vietnamese children
VINAMILK milk- is the quintessence, the pride of Vietnamese people
VINAMILK commits to bring for customers the most quality products
Giving the execution from that message
The company will speak up to correct negative information of milk quality through
mass media channels
VINAMILK started program "Drink Ong Tho milk, win gold" to show gratitude to
consumers nationwide who have always supported and trusted us for the past 45 years,
for the first time, Ong Tho condensed milk launched a large-scale promotion program
"Drink Ong Tho milk, win gold" with attractive prizes.
Date Event
August 30, 2021
Ong Tho Condensed Milk launched a special
version for 380gr cans/tins with information
about the promotion program, bringing a series of
valuable prizes, including: 5 prizes special - 1
gold 9999/prize, 40 first prizes - 1 gold thread
9999/prize and 3 lucky prizes - 5 gold thread
9999/prize.
On these days of social distancing, consumers
can still find and buy this special edition through
the online shopping channel or the Dream Milk
20. 18
Viet mobile app or contact the nationwide store
system.
December 20, 2021
■ VINAMILK led some consumers and journalists to
visit VINAMILK's production facilities.
■ Then ask the authorities to appraise and check the
quality of milk at the production facility in there which
help to increase trust of them.
■ Company will contact famous newspapers such as
Security and National Defense newspaper, public health
newspaper and online newspapers such as Channel 14…
to attract a large number of readers
Decemer 24, 2021 The winning customers will notice to receive their prices
21. 19
December 30, 2021 Ong Tho condensed milk products, cans/tins of
380 grams in the program, will have specially
designed packaging, while maintaining the same
delicious, rich, and smooth quality.
The outside of the label has information and
images about the promotion program printed, the
inside of the label has the winning information
printed.
December 31,2021 VINAMILK will hold an award ceremony for the
winning customers of program
December 31,2021 Year-end meeting event with partners.
January 1, 2022
Putting reports directly visiting VINAMILK's production
facilities on news programs and popular media
applications such as YouTube, TikTok, Facebook =>
correcting the product error is an objective incident.
January 10, 2022
VINAMILK takes responsibility for fail products to
customers by recalling products, apologize to customers
and commit to compensate customers.
January 20, 2022
■ VINAMILK takes employees to receive calls and
feedback from customers
22. 20
■ Committing to compensate the health and spirit
damages for customer, exchange defective products and
give gifts for them.
January 22, 2022 VINAMILK will send staff to visit and pay the hospital
fees for customers who suffered severe damage
January 30, 2022
After completing all communication projects to correct
misinformation and efforts to correct mistakes with
customers, the company will change the official title on
the website: “the official guarantee from VINAMILK” as
an official guarantee from VINAMILK to customers
23. 21
V. TOOLS OF MEASUREMENT & EVALUATION
Observation/ Count:
To measure and evaluate the successful results of events, we use the counting
tool to give the expected figures within a certain time frame.
“ You are healthy, Vietnam is healthy”
Platform
Expectation
Time
Activities Human
Website 350,000 clicks 300,000 people concentrating 1 month
Facebook 15,000 posts 700,000 interations During the event
Instagram 2000 posts with the event’s
hashtag
150,000 interactions 1 week
“VINAMILK Organic Fresh Milk with dual standards”
Platform
Expectation
Time
Activities Human
Website 20,000 clicks 60,000 people expecting 1 month during launch date
Facebook 2000 searches 110,000 interactions During 1 month
24. 22
“Delicious Dishes from VINAMILK”
Platform
Expectation
Time
Activities Human
YouTube 3.000.000 views 10.000 likes 1 month
Instagram 13.500 followers 1.000 likes for each post or video 1 week
“A Gift of Health 3 No’s from Nature”
Platform
Expectation
Time
Activities Human
Website 20,000 views 7000 visitors Each day
Facebook 25.000 posts 1.500.000 interactions During 1 month
YouTube 2.000.000 registrations 10.000.000 views 1-2 month during launch date
This method is highly qualitative, and the data is clear. We can easily see
the change in the results of the campaigns over time, as well as compare
the effectiveness of brand communication through different
communication channels.
25. 23
■ Online survey
We will online survey to gather people’s opinion. The surveys will be a Google form
delivered on our Facebook fanpage. We will also email the link to those who actively
participated in the event (with their consent). Expectation: 300 responds.
https://docs.google.com/forms/d/1zkf8DV923WWwarVhZCbPqGAJaXoOmCMbb4i
X-MjYocU/edit?ts=61b35013
The forms may include these question:
1. What are the age of participant?
(From 18-50)
2. Have you participated in or heard of VINAMILK: “you are healthy,
Vietnamese are healthy” campaign?
Yes/ No
3. Can you see the main message in this campaign?
Yes/ No
4. How do you understand about the message of the campaign “you are healthy,
VietNamese are healthy?”
5. Which means do you know about this campaign?
6. Do you know the upcoming campaign with a new look is “A gift of health 3
NO’ from nature”?
7. Do you see the message that VINAMILK wants to send through this innovation
campaign?
8. Are you impressed with this new campaign of VINAMILK?
9. Do you support the campaign’s message by using and buying the
VINAMILK’s products?
10.Do you have any opinion for the advertisement of VINAMILK?
Advantage
The low cost: no cost of data collection, premises, interviewers and survey
running
26. 24
Automatic time: participants can take the survey any time and anywhere only
need the accession internet
Save time: the survey is quick and the method is repeated in a certain sequence
for all the participant in the survey
Wide scale: having many people joining in the survey with many diferent
opinion
Online survey can easily make flexible and diverse survey design templates
Online survey is the most eficient and convenient method for all people in the
epidemic time
Disadvantage
Unable to answer the questions directly for participant
Not receive direct feedback from survey participant
Some people won’t be able to take the survey when they have little internet
access
It’s dificult to interact with participants in survey
The content conveyed in the survey time is not full and flexible because we
don’t use the interviewer
According to the percentage of the survey, most of the people in survey know the big
campaigns of the VINAMILK. 63% of people known the campaign “you are healthy,
Viet Namese are healthy” and more 67% of people known the renew message from
campaign “a gift of health 3’ NO from nature” Acccording to data from this survey,
92,1 % of the participants realized the message of campaign that VINAMILK wants to
send
This online survey received many feedbacks from everyone. The campaign is
easily accessiable to people in the community through ads on Facebook,
youtube, TV programs... this is also a good opportunity for VINAMILK to get
closer to customers and continue to make the dream of bringing quality milk to
children as well as conveying the meaning message to the community in
epidemic time.
27. 25
VI: RISK MANAGEMENT
î The possible issues often happen in my communication events.
î Along with the non-stop development, sometimes VINAMILK is forced to face unforeseen
risks happening around them.
■ Media encountered
In the media, social networks, and newspapers, VINAMILK often faces false rumors,
such as poor quality dairy products, importing ingredients with carcinogenic
substances, or being backed up. to dominate the market.
■ Goal
Besides, the setting of future goals also potentially brings many risks to the business.
And the immediate and most practical risk is that, in order to fully realize the set
goals, businesses are required to spend a huge amount of money to promote the
communication campaign according to the “A Gift of Health 3 No’s from Nature”.
It has to pay a sum of up to a billion dong to put VINAMILK's reputation on media
fronts such as television, YouTube, and even broadcast on Chinese television stations.
Spending large costs but not achieving efficiency will cause business profits to belost.
28. 26
■ Propaganda tool
Finally, promoting VINAMILK's products on platforms such as YouTube or
Facebook does not seem to bring the best results for businesses. The first
reason is that we can easily see, each individual when using YouTube or
Facebook. The vast majority of them are not very interested in the ads for the
product. They often ignore the ads when they see them. The second reason is
that, nowadays, there are many businesses using these two platforms to
promote their company's products, so conducting PR on Facebook and
YouTube can hardly attract the attention of people's consumption.
■ Solution
And the solution to the above risks is to clarify the point of view, and the
company's top priority is to prioritize product quality and human health first.
Enterprises will take strong measures, thanks to the intervention of the law, to
combat false rumors that affect the reputation of businesses.
Regarding the set goals in the future, businesses will gradually implement a
three-zero campaign, focus on developing the campaign and try to achieve the
set goals in order to bring high efficiency and a good reputation to the
company. enterprise.
Finally, in addition to the PR on the YouTube and Facebook platforms, in the
future, VINAMILK will deploy more ads on many other social networking
platforms such as TikTok, Twitter, Weibo, and other social networks with
millions of visits, even billions, every day across countries around the world in
order to attract a large number of consumers.
29. 27
VII. BUDGET
Content Cost (estimated)
Program "Drink Ong Tho milk, win gold" 250,000,000VND
Year-end meeting event with partners. 200,000,000 VND
For VTV, HTV reporters to cover the whole event and post
news articles
100,000,000 VND
Pay for TikTok to post advertising ads 50,000,000VND
Pay for advertising pages on Facebook 50,000,000 VND
Pay for advertising and review on websites ( Google,
YouTube, ...)
50,000,000 VND
Pay the KOL to use the product and fill out the survey link
( 10 person)
100,000,000VND
( 10,000,000VND/
1person)
Human resource 100,000,000VND
Extra expenses 50,000,000 VND
TOTAL 950,000,000 VND
30. 28
Overall, the total amount (around 950,000,000 VND) is a reasonable investment.
VINAMILK had, before, spent billions for communication events. Communication
activities this time are mainly online, so the budget is somewhat narrower than usual.
Help VINAMILK save a great amount of money. But still bring good effect in the
campaign.
