MIMC- Integrated MKT Management Final Presentation - Integrated Marketing Plan for TH True Milk. If you would like to download these slides, send me via: nguyenpuyen91@gmail.com with your purpose of download.

1.  Group member:
Nguyen Phuong Uyen
Quach Minh Thanh
Le Tuan Anh
Nguyen Duc Thanh Nhan
Ly Ngoc Huy
Hoang Thanh Quang
IMC PLAN OF NEW
TH true MILK

2. Contents
TH true MILK Profile
Competitors Analysis
Environment Analysis
Target Market
TH true
MILK Objectives & Promotion Mix
Media Planning
Budget Allocations

3. TH true MILK PROFILE
December. 2010
Location
Business activities
+TH true MILK was established with the financial supporting
of Northern Asia Bank.
+ Name: TH MILK FOOD JOINT STOCK COMPANY
(TH MILK,.JSC).
Nghia Son village, Nghia Dan ward, Nghe An province.
+ Purchase and sale, processing of milk, dairy
products.
+ Trading and processing of fruit juices and
drinks.
+ Purchase and sale of raw materials and
equipment for production of milk and food.
TH true
MILK
LOGO:

4. 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
City.
VISION
MISSION

5. TH true MILK
– whole milk
180ml, 110ml
TH true MILK-
sugar milk
180ml, 110ml
TH true MILK-
Less sugar
milk 180ml,
110ml
TH true MILK
– chocolate
flavor 180ml,
110ml
TH true MILK-
strawberry
flavor 180ml,
110ml
PRODUCTS

6. NEW PRODUCTS
TH true MILK
supplements Collagen
TH true MILK supplements
Phytosterol.
TH true MILK
supplements Calcium.
 In October 15, 2012, TH true MILK officially launches of three new products.

7. ENVIRONMENT ANALYSIS
 Vietnam Dairy Market
- Vietnam dairy market is very
potential.
- average consumption of a
Vietnamese: 14kg/ person/ year.
- 70% of the demand of milk,
especially fluid milk, has not been
met.

8. ENVIRONMENT ANALYSIS
Average Consumption of Dairy Products/ person in Vietnam
(1997–2009)

9. ENVIRONMENT ANALYSIS
TH true MILK
Resources
MATERIAL
Total area of 22 ha
with more than 10,000
cows.
CAPITAL
The financial support
about $ 1.2 billion by
North Asia
Investment Bank
SUPPLY
a capacity of 500
million liters / year &
50 % of demand for
dairy products
TECHNOLOGY
Modern production
technology and high
hygienic conditions.
TH true MILK Resources

10. SWOT ANALYSIS
 Profuse financial resource provided by
North Asia Bank:1.2 billion USD.
The most modern production technology in
Asian.
Distribution system is more perfect.
 Marketing team has high creativity and
adaptability.
 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
product.
STRENGHT
WEAKNESS

11. SWOT ANALYSIS
Large scale and high demand of the
market.
Milk market develops strongly and stably.
The government supports and creates
favorable condition.
The danger of material shortage because
of material cost increasing.
Domestic and foreign competitors have
strong potential.
The business has close relation with
health and law.
OPPORTUNITY
THREATEN

12. TARGET MARKET
 Men and women
 medium and the
rich people.

13. TARGET MARKET
 Urban areas
and major cities
in Vietnam: Ha
Noi, Ho Chi
Minh,..
Focus on
Beauty Contest
and Health
Contest

14. COMPETITOR ANALYSIS
 Vinamilk is Vietnam's
leading dairy brand.
 Vinamilk occupies 40%
market share of the liquid
milk market.
 91% consumers had used
the Vinamilk products.
 78 % consumers
preferred milk products of
Vinamilk.
Success factors
"High quality, reasonable price,
customer -centric“
 Diversifying products and
services,
 Quality assurance, safety and
hygiene food at competitive prices.
 Respect for business ethics and
comply with the law.
 VINAMILK

15. COMPETITOR ANALYSIS
 Dutch Lady is an
international brand.
 Dutch Lady Company came
to Vietnam in 1994. it has
easily dominated the milk
market without making noisy
marketing.
Success factor
 The world's leading dairy
industry.
 The distribution network
is selected carefully that
Dutch Lady milk boxes will
be sent directly to the
warehouse distributors
"selected" on the country,
before being shipped to
retail stores and retailers.
 DUTCH LADY

16. OBJECTIVES
Marketing Objective
 Advertising for new
product.
 Attracting potential
customers.
 Expand the market
for the future
products.
Communication
Objective
 An easy of approach
to the customers.
 Make the trust in the
customers.

17. PROMOTION MIX
TH true Milk
 Primarily consumer
Secondarily consumer
Supplements Collagen,
Supplements Phytosterol
Supplements Calcium
Advertising
Sale promotion
Public relation
 From December 2012 to March 2013
 From June 2013 to October 2013
Target Audiences
Product Cocept
Technique
Timing

18. MEDIA PLAN
MISSION STATEMENT
- Broadens “TH true milk”
brand.
- Extend to ASEAN countries.
- Contribute to increase sale
volume of my company.
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19. GOALS
 Making our promotion
impact on customer buying
behavior.
 We struggle brand name
influence with rivals.
 Extend market share
 Visibility & Name
recognition for the
organization.
 Engaging and empowering
our audiences.

20. KEY MESSAGE
“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.

21. COMMUNICATION TOOLS
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.
COMMUNICATION
TOOLS

22. MEDIA LIST
Newspaper
Television Internet
 Making surveys during advertising to evaluate our
efforts.
 Reach more than 1 million people watch our promotion
on TV and internet.

23. MEDIA LIST
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

24. MEDIA LIST
Advertising video on TV channel and internet:
 We choose golden hour which is hour many customer
watch TV.
 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
www.vnexpress.net
Social networking : YouTube, Facebook, Yahoo

25. BUDGET ALLOCATIONS
Thông điệp ngày khai trường- Tầm
Vóc Việt
400 million VND
Con đã lớn khôn 350 million VND
Trung thu yêu thương 300 million VND
 Over 1 billion VND
Promotion budget:

26. BUDGET ALLOCATIONS
Television:
- VTV3, VTV1, HTV7, YAN TV:
- THVL, THBD, YEAH1 TV:
Time 10s 15s 20s
18h59’ 20.000.000VND 25.000.000VND 32.500.000VND
20h30’ 22.500.000VND 28.000.000VND 36.250.000VND
21h-21h30 25.000.000VND 31.000.000VND 40.000.000VND
10s 15s 20s
11h-11h30 12.000.00VND 25.000.000VND 28.000.000VND
18h-20h 20.000.000VND 27.000.000VND 35.000.000VND
20h-22h 25.000.000VND 32.000.000VND 40.000.000VND
 Advertising media budget:

27.  Magazine:
 Internet (Top banner)
Dimension (page) Price
Tiếp thị gia đình Wholly page 55.000.000VND/time
Tuổi trẻ Wholly page 52.500.000VND/time
Hoa học trò Wholly page 22.500.000VND/time
Hoa học trò tập san Wholly page 30.500.000VND/time
Thanh niên Wholly page 47.000.000VND/time
Sinh viên Việt Nam Wholly page 8.000.000VND/time
Dimension(mm) Price
24h.com.vn 360*110 15000 VND/click
Eva.vn 360*110 10.000 VND/click
Mp3.zing.vn 960*90 15.000 VND/click
Dantri.com.vn 468*90 20.000 VND/click
Facebook.com 360*90 200.000.000VND/month
Kenh14.vn 980*90 100.000.000VND/month

28. COMPANY NAME
Thank You!