MIMC- Integrated MKT Management
Final Presentation - Integrated Marketing Plan for TH True Milk.
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TH true MILK PROFILE
+TH true MILK was established with the financial supporting
of Northern Asia Bank.
+ Name: TH MILK FOOD JOINT STOCK COMPANY
Nghia Son village, Nghia Dan ward, Nghe An province.
+ Purchase and sale, processing of milk, dairy
+ Trading and processing of fruit juices and
+ Purchase and sale of raw materials and
equipment for production of milk and food.
TH true MILK PROFILE
Providing fresh, clean, healthy and nutrition dairy and
foods that origin from the nature to satisfy the demand of
customers about diversified and perfect products.
Achieving 70 % of target customers and least 50 % of
the distribution system in Hanoi and Ho Chi Minh
TH true MILK
TH true MILK supplements
TH true MILK
In October 15, 2012, TH true MILK officially launches of three new products.
Vietnam Dairy Market
- Vietnam dairy market is very
- average consumption of a
Vietnamese: 14kg/ person/ year.
- 70% of the demand of milk,
especially fluid milk, has not been
Average Consumption of Dairy Products/ person in Vietnam
TH true MILK
Total area of 22 ha
with more than 10,000
The financial support
about $ 1.2 billion by
a capacity of 500
million liters / year &
50 % of demand for
technology and high
TH true MILK Resources
Profuse financial resource provided by
North Asia Bank:1.2 billion USD.
The most modern production technology in
Distribution system is more perfect.
Marketing team has high creativity and
Competitive product category still limits.
The prestige of TH True Milk brand
hasn’t been popular in the public yet.
High production cost leads to high price
Large scale and high demand of the
Milk market develops strongly and stably.
The government supports and creates
The danger of material shortage because
of material cost increasing.
Domestic and foreign competitors have
The business has close relation with
health and law.
Men and women
medium and the
and major cities
in Vietnam: Ha
Noi, Ho Chi
Vinamilk is Vietnam's
leading dairy brand.
Vinamilk occupies 40%
market share of the liquid
91% consumers had used
the Vinamilk products.
78 % consumers
preferred milk products of
"High quality, reasonable price,
Diversifying products and
Quality assurance, safety and
hygiene food at competitive prices.
Respect for business ethics and
comply with the law.
Dutch Lady is an
Dutch Lady Company came
to Vietnam in 1994. it has
easily dominated the milk
market without making noisy
The world's leading dairy
The distribution network
is selected carefully that
Dutch Lady milk boxes will
be sent directly to the
"selected" on the country,
before being shipped to
retail stores and retailers.
Advertising for new
Expand the market
for the future
An easy of approach
to the customers.
Make the trust in the
TH true Milk
From December 2012 to March 2013
From June 2013 to October 2013
- Broadens “TH true milk”
- Extend to ASEAN countries.
- Contribute to increase sale
volume of my company.
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Making our promotion
impact on customer buying
We struggle brand name
influence with rivals.
Extend market share
Visibility & Name
recognition for the
Engaging and empowering
“TRUE MILK, TRUE YOURS”
• Our milk is fresh product from the nature, no
toxic so it brings true value for you
•. Choosing TH true MILK as daily milk is a
smart choice for your health and your family.
Poster in our outlet, on newspaper: 2!,
Sinh Vien,2!Dep & Hoa Hoc Tro magazine,..
Banner on website:
kenh14.vn, facebook.com, dantri.com.vn,...
Logo on product‘s package.
Making surveys during advertising to evaluate our
Reach more than 1 million people watch our promotion
on TV and internet.
Print ad on newspaper and magazine:
Tuoi tre September – December
( 4 – 5 times )
Tiep thi & Gia dinh 2 times per month
The gioi phu nu every week.
Student magazine 3 – 4 times per years.
hoa hoc tro, muc tim
Advertising video on TV channel and internet:
We choose golden hour which is hour many customer
We choose Internet which is very convenience. People
can see the advertising anytime or anywhere.
HTV7 11h – 13h 20h - 21h
HTV9 11h – 13h 20h - 21h
VTV3 11h – 13h 20h -21h
www.news.zing.vn www.mp3.zing.vn www.me.zing.vn
Social networking : YouTube, Facebook, Yahoo
Thông điệp ngày khai trường- Tầm
400 million VND
Con đã lớn khôn 350 million VND
Trung thu yêu thương 300 million VND
Over 1 billion VND