TH True Milk is a Vietnamese milk brand aiming to meet 50% of the domestic milk demand through large-scale dairy farming and advanced production processes. The company faces challenges such as high production costs, market unfamiliarity, and competition, yet capitalizes on strong financial support and innovative technologies. With a focus on health and quality, TH True Milk targets health-conscious consumers through various marketing strategies and a commitment to modern standards.

1. TH trueMILK
presentation
Members:

2. TH TrueMilk is a Vietnamese milk brand
produced by TH Joint Stock Company, which is
belonged to TH Corporation established with the
financial consulting of North Asia Commercial
Joint Stock Bank.
Brand’s story
• Conducting dairy farming project in a large
house and processing milk with a large scale
plan of 1.200 billion U.S. dollars for
nearly 137,000 cows on 37,000 hectares of
land.
• With this farm, the company will meet 50%
demand of milk products in the domestic
market & become the professional cleanest
milk supplier in Vietnam.

3. • TH Joint Stock Company has invested an
advanced management system and closed
production process,
synchronized with international
standards from:
Planting grass. Construction of sheds.Health management.

4. • Processing food’s cow:
 Green foods (such as maize, sorghum
and imported grass from USA).
 Providing necessary nutrition such as starch from
potatoes and bagasse.

5. • Processing and Packaging milk:• Distributing product to consumers:

6. Distribution
Through its own stores channel.
Through local supermarkets channel.

7. Production Process
1. Cow gender’s quality:
• Importing only the finest gender
from famous dairy cow-breeding
nations (USA, Australia and New
Zealand).
• Strictly assessing and selecting
the parents generation for
spermatozoon resources.
 High quality milk.
 Ensuring nutrition within the
products
 High reproductive ability

8. Nutrition facts for cow
- Grass consisting high amount of
protein.
- Forage: choosing the most
common types of food used, such as
straw or hay
- Cereal grains: to provide a
required amount of energy to dairy
cows.
- Water: filtering by Amiad
technology.

9. TH’s farm
- Using zinc-plated steel.
- Having roof cages and
cooling systems for cows.
- A cleaning facility for cows
before milking.

10. Cow Management
- Using managing technology based
on Afifarm system.
- The system is responsible for herd
management, classification of cow
groups, reproductive management
and mastitis discovery.
- It is controlled by electronic trace
chips to supervise health states,
nutrient resources and milk outputs.

11. Health Protection
- Set up the veterinary center and
the up-to-date laboratory for
researching, diagnosing and
preventing cows’ diseases.
- Inviting veterinary experts
from New Zealand and Israel to
directly heed cow’s diseases and
train TH’s veterinary staff.

12. Milking Process
• Cows are milked three
times a day by milking
machines.
• Squeezed milk will be
tested carefully and
stored under the best
hygienic and safe
condition.

13. Production Process
- After milking, clean milk
is transferred to cooling
pipes system, then
transported to factory.
Factory Process
- Applying the latest
modern technology to
ensure the quality of milk
- Guarantying pureness,
deliciousness, nutrition
and safety.

14. 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.
Product development capacity is weak.
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 reduce the
competition of product in the market.

15. Large scale and high demand of the
market.
Milk market develops strongly and
stably.
Difficulty of competitors.
The government supports and creates
favorable condition.
The business has close relation with
health and law.
Domestic and foreign competitors
have strong potential.
The danger of material shortage
because of material cost increasing.
Cannot achieve the market share like
the purpose.

17.  Milk is one of the industry
achieved the fastest growth in
the food industry in Vietnam
 Milk consumption per capita of
Vietnam is around 14 kg /
person / year.
 Milk production meets only
about 30% of domestic
demand if they meet targets
set until 2011.
Vietnam's dairy market is
potential.

18. Product categories:
• UHT milk prepared not more than 1%
Name of product:
• True Happiness and True Milk
Quality
• TH True Milk completely natural , giving the user the truly
fresh clean milk , essence .
• Ensure that factors such as flavor , sweetness and purity...

19. Packaging: Tetra Pak packaging technology
from Sweden with modern quality
→ consistent with the habits of people in VN.
Format:
*The pack fully reflect the information
*The icons , images are presented simply
and clearly , prominently
*On the carton showing the name TH True
Milk with blue font on white background
which above the blue sky .
180ml
110ml

21. TH TRUE MART
SUPERMARKET
CONSUMER
22.850VND
23,585VND
26,500VND

22. Gender: Female
Age: 15 to 35 (Focus from 25 to
35).
Class: all
 Concerned about the health of
themselves and their families

23. TV Commercial
SLOGAN
“Natural essence intact in
every drop of clean milk”
MEDIAADS
VTV, VTV3, HTV7,
HTV9,….
SCOPE
Concentrate in key
economic areas of the
country
TIME
From 7pm to 9pm
Ad length 30s.

24. Magazine Ads:
*Target audience: Focus on
women and entrepreneurs
*Scope: The big cities
Outdoor Banner:
*Target audience : all people
Scope: The major cities
Plan: the banners will be
located at supermarket : Big C
, Lotteria , Co-op Mart , Maxi
Mart on the main street….
*Ad at store and by PR
activities.

25. STRENGTH OPPORTUNITY
WEAKNESS THREATEN

26.  Make use of financial resource
to enhance the appearance of
brand throughout media (Ads,
TV show, poster,…)
 Develop distribution system
and prepare willing to satisfy
customer demand.
 Train employees and improve
customer service.
Strength
-
Opportunity

27. Make use of financial resource
to develop products with the
purpose: healthy and friendly
environment.
Push up production by using
cheap material and modern
technique to compete with
competitors in price.
Actively invest on milk
material source in suitable
location.
Strength
-
Threaten

28. Research customer demand to
diversity product categories
and enhance the competition in
the market.
Research to cut down
production cost, reduce price
to attract customer.
Weakness
-
Opportunity

29. Update modern technology to
satisfy production requirement.
 Use effectively fresh material
which is benefit for health.
Affirm consistently and
broadly that TH Milk is fresh
milk brand and good for health.
Weakness
-
Threaten