Vinamilk Marketing Plan
Vinamilk Marketing Plan
BACKGROUND
1. INTRODUCTION
a. Summary
The Vietnam Dairy Products Joint Stock Company was established on the basis
of Decision No. 155/2003QD- BCN October 1, 2003 of Ministry of Industry to
transfer State-owned Enterprises Company Vietnam Dairy Products Joint Stock
Company Vietnam Dairy Products Nam. Certificate of business registration No.
4103001932 by the Company for Planning and Investment of Ho Chi Minh City
on November 20, 2003. Before December 1, 2003, the company is state-owned
enterprises under the Ministry of Industry.
- Full name: The Vietnam Dairy Products Joint Stock Company
- Name: VINAMILK
- Logo:
b. Organization Chart
c. Factories
d. Awards and Achivement
2. Business Activities:
- Production and sales of milk boxes, milk powder, nutrition powder, bread, fresh
milk, bean milk, meal, beverage and other dairy products;
- Sales of food technology, equipment and spare parts, materials, chemicals and
raw materials.
- Trading houses, brokers leasing real estate; business warehouse, wharf beach;
Business goods transportation by car; loading and unloading of goods;
- Production of alcohol sales, beer, beverages, food processing, tea drinks,
coffee-roasting grind-phin - soluble;
- Production and sales packaging, printed on the packaging;
- Production and sales of plastic products.
- Clinic.
3. Message of Vinamilk:
a. Vision: Vinamilk will be the fastest and sustainable growing healthy dairy and
food company by building a long-term competitive advantaged product portfolio
across the scale.
c. Core Values:
1. Integrity: Integrity, transparency and morals can be found in whatever we do.
2. Will : We dare to think, to do, to take responsibilities and to overcome
challenges to realize the committed targets.
3. Creativity: We always highly appreciate the passion, unique discovery and
innovative solutions.
4. Efficiency: We always focus on added-values in all our works, investments and
business activities.
5. Respectability: Self-respecting, equality and dedication to the growth of the
company are what we really appreciate at Vinamilk.
6. Harmony of interests: Interests of Vinamilk are also the interests of its
employees, partners, government and society.
7. Openness: Constructive and straight communication is the base for ourteam to
become more united and stronger.
2. MARKETING STATREGIES
3. SWOT ANALYSIS
a) Strength
b) Weaknesses
In case the economy slowing growth in the coming period, as lower income
people will affect the consumption of milk in the country, reducing profits and
sales revenue of the company.
Vietnam's WTO accession will create conditions for foreign companies to
penetrate into the domestic market, increasing competitiveness among
companies in the industry. In addition, reducing import duties for dairy products
will favorable conditions for imported dairy products.
With 50% of raw material to the company's import and 30% of the company's
revenues are from exports, the fluctuations in exchange rates affect the operation
of the Company
c) Opportunities
Recognizing the importance of the dairy industry, on October 26, 2001 Prime
Minister's Decision No. 167 on development policies dairy Vietnam period 2001-
2010. Same time, Minister of Industry is the decision of 22/2005/QD-BCN
approved development plan Vietnam Dairy industry 2010 and oriented to 2020.
Supply of raw materials are quite stable in the future, Vietnam Dairy milk will
gradually decrease the proportion of imported raw materials, instead of cow's
milk fresh source material, ensuring quality dairy products for consumers and
contribute to promoting the domestic industry support. These factors have a
positive impact to production and business operations of the company.
In addition, the company has invested 11 billion VND to build 60 tanks and
milk processing factories have profile equipment storage fresh milk. Vinamilk a
leading company in the investment area has all the ingredients and follow the
plan.
d) Threats
Raw milk prices on the world market will remain near current high levels of
short-term, but currently there are signs of supply will increase, which can reduce
price pressures to rise in 2010.
4. 4P ANALYSIS
PRODUCT
In order to maintain profit in difficult times while prices of many raw materials
strongly increased, Vinamilk has been following a policy of controlling and
tightening costs and expenses. All monthly cost items were well planned in detail
at the end of the previous year. At the end of each month, actual cost was
compared with the approved cost to understand causes of divergence and to fix
the problem immediately. Cost control is also one of the criteria to evaluate
monthly performance of the managers. Each channel retail company has a
separate rating system consistent with the characteristics of each channel of
business to meet consumer purchases are the most satisfied. For distributors:
distributors specified products distribution company's price policies according to
certain markets and revenue from commissions, products. Overall, the
company's pricing is quite reasonable. Competitive advantage compared with the
special product is the absolute advantage in meeting most of the needs of
consumers everywhere, the entire world and all walks
PLACE (DISTRIBUTION)
Modern channels: through supermarkets, office blocks, factories, blocks for ...
The system stores Featured Products of the company: So far the company has
developed 16 product showrooms in major cities like Hanoi, HCMC, Can Tho, Da
Nang, ... In addition to market countries, the company has exported products to
several countries in the world for many years. Currently the company has official
distributors in international markets in the U.S., Europe, Australia and Thailand
are in the stage set up distribution systems coordination official of the company's
products in the market in Cambodia and some neighboring countries in the
region.
PROMOTION
CONCLUSION
Vinamilk are the leading producer of dairy products in Vietnam based on sales
volume and revenue. Vinamilk offer one of the largest dairy portfolios in Vietnam,
across a wide selection of products, flavors, and packaging sizes.
Since commencing operation in 1976 Vinamilk have built the largest
distribution network in Vietnam and have leveraged our network to introduce new
products to the market, such as juices, Soya milk, bottled drinking water and
coffee.
Vinamilk market the majority of the products under our “Vinamilk” brand,
which has been designated as both a Famous Brand and one of the Top 100
Strongest Brands by the Vietnamese Ministry of Industry and Trade in 2006.
Vinamilk have also been voted the top brand in the “Top Ten High-quality
Vietnamese Goods” for each year from 1995 to 2007. Vinamilk currently focus on
business activities in the fast growing Vietnamese dairy market.
By some directions such as quality control, cost control, human resource,
marketing activities, and information technologies that Vinamilk have the leading
distribution network in Vietnam, giving us broad access to consumers. Vinamilk
generate a substantial majority of our revenues from sales of our products in
Vietnam comprising both dairy and non-dairy products and export to countries
such as Australia, Cambodia, Iraq, the Philippines and the United States
REFERENCES
Main website [Accessed 30 August 2010] URL: http://www.vinamilk.com.vn
Thuong hieu hang dau. [Accessed 30 August 2010] URL:
http://www.vnbrand.net/Thuong-hieu-hang-dau/vinamilk-cuoc-song-tuoi-
dep.htm
Hieu moi thang. [Access on 30 August 2010] URL:
http://www.crmvietnam.com/index.php?
q=Case_Vinamilk_Hieu_moi_thang