IV.

STP Strategy

1. Definition

1.1.  Segmentation

Drive the total market into smaller segments

1.2.  Targeting

Select the segment or segments to enter

1.3. Positioning

Position the market offering in the minds of target customers

2. STP Strategy

2.1. Segmentation

2.1.1     Segmenting Consumer markets

Overview of variables:

Variables Symbolic segments Identification Suggestion

Geographic segmentation divides

the market into different geographical
units such as nations, regions, states,
counties, cities, or even
neighborhoods.

The company decided to operate at all

locations in Vietnam

Density Urban (4 major cities) As noted by Kanta *For rural areas:

Rural Worldpanel, Therefore, when
demand for combined with the
essential FMCG variable ''age'', Vinamilk
products is still can design advertising
growing, campaigns on TV and at
including primary schools such as
packaged foods ''Drink milk - Exchange
and dairy gifts'' in exchange for toys
products. when sufficient quantity.
Step 1: For the advertising
*For rural areas:
campaign at primary

Firstly, Rong Viet schools, Vinamilk can

Securities contact the school and let

Company (VDSC) the children try its newly

commented: ''The launched product line. At
rural market will this point, what Vinamilk
lead the growth of needs to do is focus on
the nutritional product quality, a

beverage industry delicious product that will

from 2022''. make children excited
when they try it for the
Secondly, first time.
Vinamilk itself - Step 2: Make an
to strengthen its advertisement. Campaigns
leading position in like ''Accumulate 5 cards -
the dairy industry Exchange Robot/Doll
in Vietnam, now''. We know that
Vinamilk has also children from 6 to under
launched to 15 years old tend to like
expand such small gifts, which
penetration and can encourage them to
cover rural areas choose that dairy product
with popular when they see it at the
product lines, grocery
where growth store/supermarket.
potential is still The combination of
great. . product quality,
 From the data reasonable prices and
reported by redemption advertising
Kantar in the first campaigns can help boost
5 months of 2021 sales in rural markets.
and the
assessment of
Rong Viet
Securities
Company
(VDSC), the
group makes a
prediction that:
The rural market
will lead the
growth of the
nutritional
beverage industry.
maintenance since
2022.

Climate North The company can Therefore, the company

+ Spring notice that in can promote advertising
+ Summer different seasons of beverage products in
+ Autumn in the South, in the summer in the North
+ Winter the North, the and the dry season in the
South weather is South. Besides, we also
+ Rainy season different. Besides, know that consumers pay
+ Dry season Vinamilk stated great attention to their
that in "Q2 health, so Vinamilk can
revenue reached a produce alkaline ionized
record high thanks water to cool down in the
 to the motivation summer, increase
from the export immunity against flu and
market & promote advertising in the
recovery from the summer/dry season
domestic market",
the parent
company's
domestic revenue
reached VND
11,841 billion. ,
up 19.8%
compared to
Q1/2021 thanks to
increased
demand-
stimulating
activities and
summer weather,
so consumption of
beverage products
was better.

Demographic segmentation divides Demographic

the market into segments based on factors are the
variables such as age, life-cycle stage, most popular
gender, income, occupation, bases for
education, religion, ethnicity, and segmenting
generation. customer groups

Age On April 1, 2019, the Customers have *For the children

population of Vietnam is different needs segment:
and wants across
96,208,984 people age groups. With the decision to
+ Population rate under According to increase focus on the
15 years old: 24.3% Vietnam User high-end product segment
+ Population rate from Survey: Resilient with many added values,
15-64 years old: 68.0% to Deloitte's especially in urban areas,
+ Population rate 65 difficulties in Vinamilk can focus on
years and older: 7.7% February 2021, exploiting the variable
Received: the elderly density combined with
+ Vietnam is in the segment increases age by directing products
period of "golden high-class nutritional
population", where for products (such as Organic
every dependent, there nutritional products:
are two people of VINAMILK ORGANIC
working age. GOLD weaning powder,
+ The aging index in VINAMILK ORGANIC
2019 is 48.8% and tends GOLD nutritional
to continue to increase in products) in urban areas
the coming years. for children under 6 years
old and from 6-11 years
old.

*For the elderly segment:

With the increase in

spending on affordable
health care products,
Vinamilk can design
products that are
affordable, easy to buy,
prevent osteoporosis, keep
the body hydrated,
increase immunity, and
 improve health.
resistance, reduce fatigue

Gender According to the General For women:

Statistics Office, the We all know that women,
population in 2020 is especially between the
97.58 million people, of ages of 18 and 45, really
which women account care a lot about their
for 50.2%, men account beauty.
for 49.8%. Therefore, Vinamilk can
develop products
containing substances that
are good for health and
beauty to serve this
segment.

Life-cycle Young, single

stage Young, married, no
children
Young, married, with the
youngest child under 6
years old
Young, married,
youngest child from 6
and up
Grown, have a family,
have children
Large, married, no
children under 18
Old, single
Other forms
Family size 1 – 2 people
3 – 4 people
From 5 people and up

Income No income, low income, Therefore, Vinamilk can

middle income, high promote advertising
income, pension, living campaigns for some mid-
off their children and high-end products in
the Southeast region
Besides, according to the because with such
data of the General spending, the Southeast
Statistics Office: the seems to be a potential
average income per market.
person per month of
Vietnam in 2020 at
current prices is about
4.2 million VND,
specifically:
+ The richest group of
households (group
consisting of the richest
20% of the population –
group 5) has a natural
income of 1 person per
month in 2020 reaching
9.1 million VND
+ The poorest group of
households (group of
20% of the poorest
population – group 1),
with an income of 1.1
 million VND
Besides: Regarding
household expenditure,
in 2020 the average
household expenditure
of the whole country is
2.89 million
VND/person/month.
Specifically: The
Southeast region always
ranks first in the country
with the highest
household spending
(more than 3.9 million
VND/person/month).

Nationality Vietnam

Psychographic segmentation divides

a market into different segments
based on social class, lifestyle, or
personality characteristics.

Social class Same suffering Vinamilk can focus on

Poor selling high-end products
Labor such as Twin Cows ice
middle cream, super-premium
Upstream formula products for
children such as
nutritional products,
VINAMILK ORGANIC
GOLD weaning powder
aimed at the middle and
 upper classes. For other
classes, Vinamilk can
focus on its remaining
product lines.

Lifestyle Likes to hang out with Children like to Vinamilk can focus on its
friends; many activities go out with customer segments,
to satisfy their desires; friends, heading to thereby identifying their
busy, creative, flexible, outdoor activities lifestyle and making
outdoors, while young products related to the
health-conscious, health- people are busy lifestyle of that customer
conscious, focusing on because there are group.
improving physical and many things to do, + For the children
mental health, seeking lots of activities to segment: Vinamilk can
peace satisfy their focus on rehydration and
desires, and adults mineral rehydration
are often busy, products combined with
creative, flexible, nutrient enhancement
facing the when children are active
outdoors. In outdoors.
addition, middle- + For the youth, adult and
aged women are middle-aged women
often busy or free, segments: Vinamilk can
care about health, focus on products such as
while elderly quick
people are well breakfast/lunch/dinner for
organized, health- busy people but still
conscious, focus ensure nutrients
on improving + For the elderly segment:
physical and Vinamilk can focus on
mental health, and products to strengthen
seek peace. resistance, prevent
 osteoporosis, ..

Personality Dynamic, eager to learn, Vinamilk can focus on its

creative; energetic, customer segments,
enthusiastic, like thereby identifying their
novelty; calm, caring; personalities and making
family-oriented, realistic products related to that
customer group's
personality.

Behavioral segmentation divides a

market into segments based on
consumer knowledge, attitudes, uses
of a product, or responses to a
product.

Occasions Daily When conducting *For normal occasions:

Special occasions the survey, with a Vinamilk can build
sample of 154 advertising campaigns
people, the group such as ''Drink milk every
received the day - Improve health'' as a
following results: way to promote drinking
+ 90.3% of survey milk every day.
respondents make
purchases on a *For special occasions:
normal occasion Vinamilk can continue
+ 9.7% of survey programs such as:
respondents make + "Drink Ong Tho's milk,
a purchase on a win gold" in August 2021
special occasion

Benefits Quality, service, savings Today, the Therefore, Vinamilk can

sought segments of continue to focus on
children, young developing product
 people, adults, the quality (Providing good
elderly: most look nutrition for body
for the benefits of development, recharging
quality, besides energy, delicious taste,
they also look for convenience) at affordable
the benefits of prices.
service and
savings but focus
on quality.

User Status First time users Today, children, Therefore, Vinamilk can
Regular users adults and the focus on the consumer
Potential/Daily users elderly use it segment that is often used
Potential users often, young by children, adults and the
Long time users people and elderly with products rich
middle-aged in nutrients, delicious
women have first- flavors, and diverse
time users or products. In addition,
haven't used it. Vinamilk can focus on
developing new products,
targeting the tastes of a
part of young people and
middle-aged women so
that they can use the
product for the first time,
thereby impressing them
with the quality of the
product. volume and turn
them into regular users

User rate Light, medium, and Children and Therefore, Vinamilk can
heavy product users middle-aged focus on the high-use
 women have high segment of children and
levels of use, middle-aged women for
while adolescents products of good quality
and adults have (combined with the
moderate and high variable of benefits
levels of use, and sought).
adults have
moderate levels of
use.

Loyalty Unfaithful Middle-aged Therefore, Vinamilk can

Status Moderately loyal women and adults prioritize customer care
Very loyal have moderate towards middle-aged
Absolutely loyal loyalty status. women and adults,
thereby building a good
relationship with them
and can benefit from them
(they will advertise word
of mouth). , on social
media, ..) to help the
company attract more
customers

Attitude Enthusiasm When monitoring, Therefore, Vinamilk can

towards Like with a sample of continue as it is (concern
the Normal 154 people, the and develop product
product Dislike group received the quality, care about the
Hate following results: environment, employees,
+ Hate: 0% develop the local
+ Dislikes: 1.3% economy..)
+ Normal: 31.8%
+ Likes: 50%
 + Enthusiasm:
16.9%
Thereby, it can be
seen that:
Vinamilk is
popular with
users.

2.1.2     Requirements for Effective Segmentation

Accessible: The market segments can be effectively reached and served. Specifically,
Vinamilk can effectively reach and serve market segments.

Substantial: The market segments are large or profitable enough to serve.

Specifically, in order to strengthen its leading position in the dairy industry in
Vietnam, Vinamilk decided to focus on the high-end product segment (pasteurized
fresh milk containing bird's nest) with many added values, especially in the region.
urban area. This is a profitable segment worth serving.

Actionable: Effective programs can be designed for attracting and serving the
segments. Specifically, Vinamilk can design effective programs to attract and cater to
different segments.

In general, the segmentation of Vinamilk is described in the following table:

Segmentation Demographic Psychographic Behavioral Geographic

Segmentation Segmentation Segmentation Segmentation
Children Age: under 14 Lifestyle: Likes Occasion: All over
hanging out with Daily Vietnam
Gender: Male, friends, aiming
User Status:
female, other for outdoor
Potential/daily
activities
users
 Personality: Usage rate:
Dynamic, Daily
inquisitive,
Benefits
creative
sought:
Provide good
nutrition for
their growth -
Quality

Young adult Age: 15 - 25 Lifestyle: Life is Occasion: All over

Gender: Male, busy because Daily Vietnam
female, others there are many
User status:
Income: No things to do,
First time
income or low many activities
users; Regular
income to satisfy their
users, Potential
Education: desires
users
College/University
Personality: Usage rate:
Energetic, Regular, Daily
enthusiastic,
likes novelty Loyalty:
Medium

Benefits
sought: Good
for body
growth,
recharge –
Quality

Adult Age: 26 - 44 Lifestyle: Busy, Occasion: All over

 Gender: Male, creative, Daily Vietnam
female, other flexible, Density:
User status:
Income: Medium - outdoors Average to
Regular
high income High
Marital status: Personality: Usage rate:
Single, married Desire to Heavy user
Family Size: 1 - 2 achieve work-
or 3 - 4 life balance Loyalty :

Occupation: Varies often stressful Medium

and busy,
Benefits
energetic,
sought: Good
athletic
for health,
delicious taste,
Social class:
convenience -
Middle and
Quality
upper class
Middle-aged Age: 40 - 60 Lifestyle: Busy User status: Across
women Gender: Female or free, care First time Vietnam from
Income: Medium - about health users; Long bic cities to
high income time users even small
Marital status: Personality: rustic areas
User rate:
Married Calm, caring, Density:
Heavy users
Occupation: loving, happy Average to
Varies/Retired Loyalty : High
Medium
Social class:
Middle and Benefits
upper class sought:
Calcium in
milk helps
maintain
 strong bones or
bone structure

The elderly Age: 65 - 70 Lifestyle: Well User status: Surban areas,

Gender: Mostly organized, Potential users rural areas
female health
Usage rate:
Income: Pension, conscious,
Medium – high
living off their focused on
users
children improving
Family life cycle: physical and Benefits
Large, single; mental well- sought:
Grow up, have a being, seeking Affordable,
family, have peace. easy to buy,
children; prevent
Personality:
Grown, married, no osteoprosis
Family-oriented,
children
down-to-earth
Education: Varies
Occupation:
Mostly retired

 2.2. Targeting

2.2.1 Evaluating market segments

a. Segment size and growth and segment structural attractiveness

Product Segment size Vinamilk's Competitors Suggestions

and growth market
(Viet Nam) share for
some
products

Dairy Organic The powdered Vinamilk is According to

related nutrition: milk segment currently facing Rong Viet
products Vinamilk grew at a fierce Securities Joint
100% CAGR of competition with Stock
Organic 12.7% over domestic and Company
fresh milk the past 5 international (VDSC),

Milk years, but in Vinamilk brands such as demand for

2017 grew leads the TH True Milk, products such
only 9.8% market from Nesle, Abbott as premium

February and Mead liquid milk

Liquid milk 2018 to Jonson. (organic, A2
segment has January Specifically: milk), yogurt
CARG 2021 and plant-based
+ For powdered
(average milk
Vinamilk Vinamilk milk products,
compound alternatives
milk leads the Nutifood is
annual growth (walnut milk,
powder market from willing to accept
rate) of 14.6% soy milk,
March 2020 low profit
over the past 5 macadamia nut
to February margins to gain
years and milk) is now
2021 market share
grew 13% last increasing. The
Condensed Vinamilk from competitors
year benefit belongs
milk leads the (because
to the company
market from Nutifood has
that has the
March 2020 diversified
resources to
to February products and is
take advantage
2021 (for priced 10% -
of the
sweetened 15% lower than
opportunity.
condensed Vinamilk), while
Pioneering
milk) Meanwhile,
companies,
Soymilk international
especially
Other Beverage dairy companies
Vinamilk, have
products Cheese such as Abbott, an advantage

Yogurt The yogurt Vinamilk Friesland over

market has leads the Campina, Mead competitors in

grown at an market from Johnson, Nestle the industry if

average 3/2018 to and many other Vinamilk has a
compound 2/2021 (for smaller dairy dairy system of

annual rate of edible companies all international

13.1% over yogurt) have good standards and

the past 5 Vinamilk capacity in brings to the

years and leads the marketing, market a high-

increased 16% market from research and class product

last year. March 2020 product line that is

Specifically: to February development. suitable to

With drinking 2021 (for market demand.

+ For yogurt
yogurt drinking school.
products,
products, this yogurt) However, to
competitors such
segment grew achieve the
as IDP and
by 17% in company's
THtrue Milk are
2017 with a goals, Vinamilk
entering the
size of about needs to analyze
industry with
4,850 billion and evaluate
breakthroughs in
VND, smaller competitors
many products.
than the edible such as TH True
Kido Company
yogurt Milk, NutiFood
Limited (KDC)
segment with to come up with
also launched a
the scale of an appropriate
new product, ice
7,765 billion strategy.
yogurt
VND and also
grew by 16%
in last year
 Weaning
powder

b. Company objectives and resources

Objective: to become one of the Top 30 largest dairy companies in the world in terms
of revenue

Potential: Currently, Vinamilk is the only Vietnamese company in the Top 50 largest
dairy companies in the world in terms of revenue

2.2.2 Selecting target market segments

Vinamilk chooses differentiated marketing and concentrated marketing.

a. Differentiated marketing 

Differentiated marketing targets several different market segments and designs

separate offers for each.

 For the children segment (under 14 years old), Vinamilk has products such as:

 Regarding powdered milk, there are: Dielac Grow Plus Bird's Nest,
YOKO GOLD, Optimum Gold, Dielac Alpha Gold IQ, Dielac Alpha
 Regarding yogurt, there are: Vinamilk SuSu yogurt, Vinamilk Hero fruit
milk drink
 About ice cream, there are: Kid Ice Cream (Strawberry, Green Bean,
Coconut, ..)
 Regarding cheese, there are: Vinamilk Cheese, Vinamilk Cheese - Pate

 Đối với phân khúc bà mẹ đang mang thai, Vinamilk có các sản phẩm như: 

 For the pregnant mother segment, Vinamilk has products such as:

 Regarding powdered milk, there are: Optimum Mama Gold, Dielac

Mama Gold
  For the segments of middle-aged women (40 - 60 years old), the elderly (65 -
70 years old), Vinamilk has products such as:

 Regarding nutritional products for adults, there are: Kenko Haru,

Vinamilk Sure Prevent Gold, Vinamilk Sure Diecerna, Vinamilk
Calcium Pro, Vinamilk Nutrition

 For the segments of youth (15 - 25 years old), adults (26 - 44 years old),
middle-aged women (40 - 60 years old), Vinamilk has products such as:

 Regarding yogurt, there are: Healthy Yogurt, Vinamilk LOVE

YOGURT Yogurt, Fruit Vinamilk Yogurt, Fresh Drinking Yogurt,
Yomilk Drinking Yogurt, Vinamilk Probi Yogurt
 Regarding beverage, there are: Juice, Aloe vera juice, Bottled water,
Salted lemonade, Tea
 Regarding ice cream, there are: Vinamilk ice cream, Delight Cone,
Delight tree, Subo
 Regarding soy milk, there are: Vinamilk Fresh Soy Milk, Red Bean Soy
Milk, Almond Soy Milk, Walnut Soy Milk, Vinamilk Double Calcium
Soy Milk, Protein Rich GoldSoy Soy Milk
 Regarding condensed milk, there are: Ong Tho condensed milk, Phuong
Nam Star Condensed Creamer, Vinamilk Tai Loc Sugar Condensed
Creamer
 Regarding cheese, there are: Vinamilk Cheese, Vinamilk Cheese - Pate

b. Concentrated marketing

When using a concentrated marketing (or niche marketing) strategy, a firm goes
after a large share of one or a few smaller segments or niches. Vinamilk has
successfully applied a marketing strategy to effectively dominate the high-income
segment:

 For the segment of children under 14 years old, specifically: 0 - 6 months old, 6
- 12 months old, 12 months old, over 3 years old.., Vinamilk has products such
as:
 About the line of Organic nutrition products - super premium formula products
for children such as nutritional products, VINAMILK ORGANIC GOLD
weaning powder

Reasons why Vinamilk chose this segment:

 Proportion of population under 15 years old: 24.3% (As of 0:00

on April 1, 2019)
 This segment has more and more people with middle - high
income
 This segment is looking for good nutrition for their growth

 For the segments of youth (15 - 25 years old), adults (26 - 44 years old),
middle-aged women (40 - 60 years old), Vinamilk has products such as:

About ice cream: Twin Cows Ice Cream (Chocolate, Tiramisu,...)

About the road: Vietsugar premium refined sugar

Reasons why Vinamilk chose this segment:

 Proportion of population aged 15-64 years: 68.0%

 This segment has more and more people with middle - high
income
 This segment is looking for products that are good for the body's
growth, recharge, and taste delicious and convenient.

  2.3. Positioning

2.3.1 Positioning Maps

Positioning maps show consumer perceptions of marketer’s brands versus competing
products on important buying dimensions.
Map 1: Price and Milligram of calcium in fresh milk

Through the map, we can see that Meadow Fresh has the highest price and contains
the most calcium. While Dutch Lady has the lowest price compared to other milk
brands. Besides, Vinamilk has an appropriate price for most Vietnamese consumers
today.

Map 2: Brand Awareness and Market Share

Through the map, we see that Vinamilk is holding the largest market share (It is
estimated that by the end of 2020, Vinamilk still holds the highest market share in the
dairy industry with 43.3%, if Moc Chau Milk is included, these two enterprises more
than 45% of the market)

2.3.2 Choosing a Differentiation and Positioning Strategy

When conducting a survey on a sample of 154 people and asking: ''Do you think
Vinamilk products are different from other products on the market (in terms of price,
quality, ..)?", there were 76 .6% said that they found Vinamilk products to be different
from other products on the market, while the remaining 23.4% said that they did not
find Vinamilk products to be different from other products on the market. school.

In addition, when asked ''Is the difference between Vinamilk products compared to
other products on the market (in terms of price, quality, ..) that benefits you?'', there
were 77, 3 % think that the difference between Vinamilk's products and other products
on the market (in terms of price, quality, ..) is beneficial to them. However, 22.7%
think that the difference between Vinamilk's products and other products on the
market is not beneficial to them. After reviewing the survey results and commenting
on the company's competitive advantages. We made the following recommendations:

•   Product

Through product differentiation, brands can be differentiated on features,

performance, or style and design.

According to the Vietnam Consumer Survey: Resilient to Deloitte's difficulties in

February 2021, one of the four characteristics of Vietnamese consumers is: Shifting
priorities in consumption habits to essential items. weak. That is, changes in
Vietnamese consumer spending reflect a shift of priorities in consumption habits
toward essential products, reducing spending on discretionary products. However, the
factors influencing buying behavior are still brand characteristics and quality rather
than price. These models are in line with the consumption trends of recent years, as
income levels are increasing, consumers are also often looking for higher quality
alternatives.

In addition, the survey mentioned above once again emphasizes: In all product groups,
quality is one of the prerequisite factors influencing the purchasing decision of
Vietnamese consumers.

Therefore, Vinamilk can focus on building advantages in products by improving

product quality as its commitment: ''Putting food safety as the top principle, Vinamilk
commits to each of its products. Vinamilk is the result of a closed cycle that fully
meets strict requirements''. As we all know, quality dairy products come from healthy
raised cows, therefore, Vinamilk should continue to maintain not using weight gain as
well as "unclean" food sources. '' - ie containing pesticide content, .. to consolidate
strong, "branded" product lines such as Vinamilk 100% Fresh Milk by innovating
packaging, diversifying flavors, launching low-sugar, skim-fat lines... in line with
trends, the tastes of the market

•   Services

Vinamilk can differentiate itself by the services associated with that product such as
fast delivery, customer care support, etc.
First, according to Deloitte's Vietnam Consumer Survey: Resilient to Difficulties in
February 2021, we find that ''Priority channels by city 2018 - 2020'' are as follows:

From the picture above, we see that:

In the above four cities, accessibility and preference for modern trade channels are
strongly correlated. Specifically, in Hanoi and Ho Chi Minh City. In Ho Chi Minh
City, which has a larger number of supermarkets and convenience stores, the
preference for modern trade channels is higher than in Can Tho and Da Nang.

Therefore, we offer the following suggestions:

For 4 cities in general: Vinamilk should continue to maintain attentive, dedicated

service and always listen to feedback from customers, ready to exchange products
when errors arise so that customers always rest assured and trust Vinamilk.

For Hanoi and Ho Chi Minh City and Da Nang's transformation to a modern trade
channel: Due to the larger number of supermarkets and convenience stores, and the
complicated epidemic situation, consumers are limited. get out as much as possible.
Therefore, Vinamilk can link up with supermarkets and convenience stores to provide
delivery services, such as: Fast delivery, free delivery when buying 1-2 cartons of
milk, etc. . to stimulate consumption and build an advantage over competitors
 •     Channels:

Internal Market:

Currently, Vinamilk has 3 main branches in Hanoi, Da Nang and Can Tho and a head
office in Ho Chi Minh City.

The "Vietnamese Milk Dream" system of this enterprise has surpassed 500 stores
nationwide, covering 63 provinces and cities with many attractive promotions. In
addition, the e-commerce website "Vietnamese Milk Dream" built by Vinamilk since
2016 is also promoting its effectiveness, especially during the period of social
distancing due to Covid-19.

Foreign markets:

Up to now, Vinamilk's products have been exported to more than 40 countries around
the world, including Southeast Asia, the Middle East, Africa and other countries with
the following products: powdered milk, milk condensed milk, nutritional powder, soy
milk, liquid milk, beverage

Moreover, Vinamilk has a wide distribution system and diversified platforms,

specifically: In the annual report published at the end of 2020, Vinamilk's retail and
distribution point system reached more than 240,000 traditional channels and 7,800

Besides, Vinamilk currently has 3 main distribution channels as follows:

• The first is a supermarket system like Co.opmart, Big C, Mega to

convenience stores like Vinmart, Family Mart, Circle K, ..
• Second are schools, hotels, restaurants, ..
• Finally through agents in 63 provinces and cities in Vietnam.

Currently, Vinamilk is also present on the shelves of Lazada, Tiki, Shopee,...

Therefore, we offer the following suggestions:

Vinamilk continues to maintain current distribution channels; However, with an
increase in the priority rate for e-commerce channels in Ho Chi Minh City and Hanoi,
Vinamilk can combine the advantages of services and learn from Amazon to
coordinate technology and strategy with services such as: ''Delivery in 2 hours'' in Ho
Chi Minh City, Hanoi by arranging a series of warehouses around the most densely
populated urban areas with careful calculation of location, size and location. size,
quantity..

•   Image

First of all, we realize that Vinamilk is clearly really successful in building an image
in the hearts of consumers.

Specifically, in 2020, Vinamilk is in the top 3 most chosen FMCG brands in all 4
cities and rural areas

Vinamilk has media campaigns that have left a deep impression on its image in the
hearts of consumers such as:

• ''Vinamilk 40 years - Rising to Vietnam''

• '' Vinamilk Organic Fresh Milk - Pure goodness from a European
standard farm on the Da Lat plateau'
• “Vinamilk - Million steps, promote Covi”Bên cạnh đó, Vinamilk cũng
đã xây dựng cho mình một hình ảnh rất tốt trong mắt người tiêu dùng
bằng cách quan tâm đến:
 Environment and energy: commitment to efficient use of energy
sources, efficient and economical use of water sources, good
control and treatment of emissions, other activities for the
community such as "fund of one million trees for vietnam” and
act by: First, improve management quality, secondly, program to
replace old energy sources with clean energy, renewable energy,
thirdly, program to use equipment energy-saving lighting Fourth,
environmental management and waste control
 Develop the local and national economy in all its activities:
commit to operating in compliance with the law, develop the
local economy, develop dairy agriculture and act by: especially,
develop dairy farming (build farms and apply advanced breeding
techniques, develop together with dairy farmers). Second, create
jobs and employ local workers. Third, market stabilization
programs
 Caring for employees: commitment to safe working conditions
and health care, development of a diverse workforce, respect for
differences and non-discrimination, guaranteed workers all rights
prescribed by law, employee's labor value is properly recognized
and compensated, and action is taken by: First, organizing
activities to ensure safety and health for employees (Employees
health care). Second, ensure the rights and interests of employees.
Finally, adequately recognize and compensate employees for
their labor values

2.3.3  Communicating and Delivering the Chosen Position

Once it has chosen a position, the company must take strong steps to deliver and
communicate the desired position to its target consumers. All the company’s
marketing mix efforts must support the positioning strategy. Positioning the company
calls for concrete action, not just talk. If the company decides to build a position on
better quality and service, it must first deliver that position. Companies must closely
monitor and adapt the position over time to match changes in consumer needs and
competitors’ strategies. However, the company should avoid abrupt changes that
might confuse consumers, and should evolve gradually as it adapts to the ever-
changing marketing environment.

TÀI LIỆU THAM KHẢO

https://nhandan.vn/tin-tuc-kinh-te/vinamilk-chinh-phuc-thi-truong-trung-quoc-
371627

https://www.vinamilk.com.vn/vi/tin-tuc-su-kien/2309/doanh-thu-quy-2-dat-muc-
cao-ky-luc-nho-dong-luc-tu-thi-truong-xuat-khau-and-phuc-hoi-tu-thi-truong-
noi-dia

https://theleader.vn/nganh-sua-tang-truong-nho-thi-truong-nong-thon-
1633510656889.htm

https://www.dmspro.vn/thi-truong-fmcg-nua-dau-nam-2021/

https://nielseniq.com/global/vi/insights/commentary/2021/da-den-luc-thiet-lap-
lai-cac-chien-luoc-quang-cao-va-dinh-gia-fmcg-cua-chau-a/

http://nguyenthiminhkhai.phuyen.edu.vn/tin-tuc-su-kien/nhung-dac-diem-noi-
bat-cua-dan-so-viet-nam.html

https://suckhoedoisong.vn/chuyen-gia-giai-thich-ve-nuoc-dien-giai-tot-cho-suc-
khoe-nhat-la-benh-da-day-169166896.htm

https://baotainguyenmoitruong.vn/thu-nhap-binh-quan-cua-viet-nam-khoang-4-
2-trieu-dong-nguoi-thang-327235.html
https://eastasiabr.wordpress.com/2016/05/06/34/

https://ladigi.vn/chien-luoc-marketing-cua-cong-ty-vinamilk