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Marketing plan Vinamilk’s drinking yogurt

Vinamilk’s drinking yogurt

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Marketing plan Vinamilk’s drinking yogurt

  1. 1. 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
  2. 2. Contents 1. Executive Summary 2. Current marketing situation 3. Opportunity & Issue Analysis 4. Ojectives 5. Marketing Strategy
  3. 3. 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.
  4. 4. 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
  5. 5. 2. Current marketing situation 1) Market situation:  Dairy industry is a highly stable, less affected by economic cycles.
  6. 6. 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
  7. 7. 3) Competitive situation 35% 24% 22% 19% Sales Vinamilk Dutch Lady Mead Hodnson,Abbott,Nestle… HaNoimilk, Nutifood…
  8. 8. 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.
  9. 9. 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
  10. 10. 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
  11. 11. 4. Objectives Basis to develop other products in drinking yoghurt segment • Financial • Revenue
  12. 12. 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.
  13. 13. 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
  14. 14. 3) Product Line Drinking Yogurt Milk, made from tasty fresh milk rich in natural nutrients, is now added with Prebiotic helps to balance digestion .
  15. 15. 4) Price “ keep the price but higher quality” Price of drinking yogurt : 6000 ~ 8000 vnd/ box
  16. 16. 5) Distribution Distribution includes all the activities necessary to move products from producers to customers.
  17. 17. 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
  18. 18. 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
  19. 19. 8) Sale promotion We planed 2 promotion on sale for Drinking yogurt:  Sale in series model  Sale product from far
  20. 20. • 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
  21. 21. 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.
  22. 22. FUNNY GAME 1 2 4 6 3 5
  23. 23. Thank You! Group 7 Trần Nguyễn Mai Khanh Lê Thị Tường Vi Lê Phạm Ý Nhi Nguyễn Ngọc Thuỷ Tiên Đoàn Văn Minh Hoàng