VIETNAM NATIONAL UNIVERSITY - HO CHI MINH CITY

UNIVERSITY OF SOCIAL SCIENCES AND HUMANITIES

FACULTY OF ENGLISH LINGUISTICS & LITERATURE

ASSIGNMENT

VINAMILK:
CUSTOMER BEHAVIOUR
COURSE: ENGLISH FOR BANKING AND FINANCE

Class: 22C1
Group Members:

Instructor:
 TABLE OF CONTENTS
PART I: INTRODUCTION TO THE COMPANY AND ITS PRODUCTS............3
CHAPTER 1: Overview of Vietnam Dairy Products Joint Stock Company
(Vinamilk)..................................................................................................................3
1. Production System and Supply Chain........................................3
2. Consumer Markets.................................................................................4
3. Sustainable Development Orientation......................................4
CHAPTER 2: Product Portfolio..............................................................................5
1. Liquid Milk Products.............................................................................5
2. Powdered Milk Products....................................................................5
3. Yogurt Products.......................................................................................6
4. Sweetened Condensed Milk, Cheese, and Other
Nutritional Products...................................................................................6
PART II: TARGET CUSTOMER................................................................................7
1. Demographic Segmentation............................................................7
2. Psychographic Segmentation.........................................................9
3. Geographic Segmentation................................................................9
PART III: CONSUMER CHARACTERISTICS.....................................................11
1. Consumption Needs by Age Group............................................11
2. Health-Oriented and Rational Decision-Making Needs.12
3. Lifestyle and Brand Image Needs..............................................13
4. Geographic context influences priority needs...................13
PART IV: SOME MARKETING MIX (4P) STRATEGIES...................................14
1. Product........................................................................................................14
2. Price..............................................................................................................14
3. Place (Distribution).............................................................................15
4. Promotion..................................................................................................15
PART V: CONCLUSION............................................................................................18
 PART I: INTRODUCTION TO THE COMPANY AND ITS PRODUCTS
CHAPTER 1: Overview of Vietnam Dairy Products Joint Stock
Company (Vinamilk)
Vietnam Dairy Products Joint Stock Company (Vinamilk) was
established in 1976 and is currently the leading enterprise in Vietnam’s
dairy industry. After nearly 50 years of development, Vinamilk has built a
strong position not only in the domestic market but also internationally.
According to industry reports, Vinamilk accounts for approximately 40–45%
of the domestic dairy market share, playing a key role in supplying
nutritional products to Vietnamese consumers. Moreover, Vinamilk ranks
among the Top 40 largest dairy companies in the world by revenue and has
been recognized by Brand Finance as the most valuable dairy brand
globally, with a brand strength index of AAA+.

1. Production System and Supply Chain

Vinamilk has developed a modern production platform and supply
chain that meet stringent international standards. The company currently
manages 15 dairy farms certified under GlobalG.A.P. and European Organic
standards, with a total herd of over 140,000 cows. The herd is managed
using Industry 4.0 technologies, applying scientific methods to enhance
animal welfare and improve milk quality. n addition, Vinamilk operates 16
modern manufacturing plants located in Vietnam as well as in countries
such as the United States, New Zealand, and Cambodia. These plants are
equipped with fully automated production lines imported from Sweden and
Germany, ensuring high efficiency and consistent product quality. In terms
of sustainable development, Vinamilk is a pioneer in Vietnam in
implementing a carbon neutrality (Net Zero) roadmap. By 2025, the
company plans to further expand its “Net Zero Forest” projects as part of
its commitment to reducing greenhouse gas emissions.

2. Consumer Markets
Beyond the domestic market, Vinamilk has expanded its operations
into international markets. At present, Vinamilk’s products are distributed
in more than 50 countries and territories, including the United States,
Japan, South Korea, and several Middle Eastern countries. Export activities
contribute a significant proportion of the company’s total revenue, thereby
highlighting the competitiveness of Vinamilk and affirming the strength of
a Vietnamese dairy brand in the global marketplace.
3. Sustainable Development Orientation
Vinamilk identifies sustainable development as a long-term strategic
objective closely linked to corporate social responsibility. The company
continues to invest in eco-friendly farming models, energy efficiency, and
emission reduction initiatives. Alongside its business operations, Vinamilk
implements various community-oriented programs, particularly those
focused on nutritional support for Vietnamese children, thereby
contributing to improved physical development and the future quality of
the national workforce.
 CHAPTER 2: Product Portfolio
Vinamilk possesses one of the most comprehensive dairy and
nutrition product portfolios in Vietnam. At present, the company offers
more than 250 products, covering nearly all market segments, ranging
from children and adults to the elderly. This extensive product range
enables Vinamilk to effectively respond to the increasingly diversified and
specialized nutritional needs of consumers.

1. Liquid Milk Products

Liquid milk represents one of Vinamilk’s core product categories and
contributes a substantial share of the company’s total revenue. This
category includes pasteurized fresh milk, UHT milk with sugar,
unsweetened UHT milk, and milk fortified with essential micronutrients.
Fresh milk is sourced from a network of more than 10 internationally
certified dairy farms, ensuring high standards of quality and food safety.
Vinamilk’s liquid milk products are widely consumed and consistently
maintain a strong market position within Vietnam’s liquid milk segment.
2. Powdered Milk Products
Vinamilk’s powdered milk products are scientifically formulated and
developed for various consumer groups, with a particular focus on children
and older adults. Powdered milk for children is designed to support physical
growth, cognitive development, and immune system enhancement. In
contrast, powdered milk products for adults and the elderly emphasize the
provision of calcium, vitamins, and essential minerals to support bone
health and cardiovascular function. This product category reflects a high
level of nutritional science and demonstrates Vinamilk’s research and
development capabilities.
3. Yogurt Products
Yogurt constitutes a popular product line due to its recognized
benefits for digestive health. Vinamilk offers both spoonable yogurt and
drinking yogurt in a wide variety of flavors and formulations. These
products contain probiotic cultures that support digestion and enhance
immune function. Owing to their product diversity and consistent quality,
Vinamilk’s yogurt products remain among the best-selling items in the
domestic market.
4. Sweetened Condensed Milk, Cheese, and Other Nutritional
Products
Beyond its core product categories, Vinamilk produces sweetened
condensed milk, cheese, ice cream, and other value-added nutritional
products. Vinamilk’s sweetened condensed milk is a commonly used
ingredient in food and beverage preparation in Vietnam. Cheese and other
value-added products primarily target children and family households. In
addition, Vinamilk has expanded into ice cream and beverage products,
including ICY, Vfresh, and Kombucha, thereby further diversifying and
strengthening its product portfolio.

All Vinamilk products are manufactured under a closed and strictly

controlled production process that complies with both domestic and
international food safety standards. The company continuously improves
product formulations, packaging, and nutritional value to meet modern
consumer trends, while also promoting environmentally friendly products
and contributing to public health.

PART II: TARGET CUSTOMER

Understanding target customers is essential for analyzing customer
behavior, as different customer groups have different needs, motivations,
and purchasing patterns. Vinamilk, as the leading dairy company in
Vietnam, adopts a broad but clearly segmented targeting strategy to serve
diverse consumer groups across the country. The company identifies its
target customers based on demographic, psychographic, and geographic
factors, which allows it to design suitable products and marketing
strategies for each segment.
1. Demographic Segmentation
One of Vinamilk’s most important bases for segmentation is age. The
company develops different product lines for each stage of the family life
cycle.
Children and infants are a key target group because parents place
high importance on nutrition and physical development. Vinamilk provides
powdered milk, fresh milk, and fortified products that support height
growth, brain development, and immunity. Parents are the main decision-
makers in this segment, so purchasing behavior is strongly influenced by
concerns about safety, quality, and nutritional value.

Teenagers and young adults are targeted with convenient and

flavored dairy products such as drinking yogurt, milk tea-style dairy drinks,
and ready-to-drink milk. This group values taste, convenience, and brand
image. Their consumption behavior is often influenced by trends, peer
recommendations, and lifestyle preferences.

Families and working adults form Vinamilk’s largest and most stable
customer base. This group regularly purchases basic dairy products such
as fresh milk, yogurt, cheese, and condensed milk for daily household
consumption. Buying behavior in this segment is relatively habitual and
price-sensitive, with consumers paying attention to promotions, packaging
size, and product availability in supermarkets and convenience stores.

Elderly consumers are an increasingly important segment due to

Vietnam’s aging population. Vinamilk offers specialized products enriched
with calcium, vitamins, and nutrients that support bone strength, digestion,
and overall health. This group tends to be more loyal to familiar brands and
is highly influenced by perceived health benefits and recommendations
from family members or healthcare professionals.

2. Psychographic Segmentation
In recent years, Vinamilk has increasingly focused on customers’
lifestyles and attitudes toward health. A growing group of consumers in
Vietnam are more concerned about nutrition, food safety, and long-term
well-being.
Health-conscious consumers prefer products with low sugar, low fat,
and added functional benefits. Vinamilk responds to this demand by
offering low-sugar yogurt, organic milk, and fortified dairy products. These
customers are more likely to read labels, compare nutritional information,
and choose brands that are associated with trust and transparency.
 Environmentally and ethically aware consumers are another
emerging segment, especially in urban areas. This group shows interest in
organic products, sustainable farming practices, and environmentally
friendly packaging. Vinamilk’s organic farms and “green” branding help
attract this group and influence their purchasing decisions.

3. Geographic Segmentation
Vinamilk targets both urban and rural markets, recognizing
differences in income levels, consumption habits, and access to retail
channels.
Urban consumers generally have higher income levels and stronger
exposure to global trends in nutrition and lifestyle. They are more willing to
try new products such as organic milk, imported-style dairy products, and
plant-based alternatives. Their purchasing behavior is influenced by
branding, packaging design, online reviews, and modern retail
environments such as supermarkets and e-commerce platforms.
Rural consumers tend to focus more on basic nutrition and
affordability. Products such as sweetened condensed milk and standard
fresh milk are more popular in rural areas. Price sensitivity is higher, and
buying behavior is strongly influenced by availability in traditional retail
channels such as local shops and wet markets. Vinamilk’s wide distribution
network plays a crucial role in reaching this segment effectively.
Vinamilk’s broad target customer strategy leads to diverse customer
behavior patterns. While some segments show habitual purchasing
behavior for daily dairy products, others demonstrate more involved
decision-making processes, especially for products related to health,
children’s nutrition, or premium consumption. This segmented targeting
approach helps the company maintain customer loyalty, expand its market
coverage, and respond flexibly to changing consumer trends in Vietnam.

PART III: CONSUMER CHARACTERISTICS

1. Consumption Needs by Age Group
Children (0–12 years old) – Growth and Development Needs
For children, dairy consumption is driven primarily by growth and
developmental needs. Parents seek products that support height increase,
brain development, immunity strengthening, and overall physical growth.
 Although consumption is habitual and daily, the underlying need is
safety and nutritional optimization. Parents require reassurance regarding
ingredient quality, certified safety standards, and scientifically proven
benefits. Once these needs are satisfied, long-term brand loyalty develops
because stability and reliability become more important than
experimentation.

Teenagers (13–18 years old) – Growth, Performance, and Identity

Needs
Teenagers’ dairy consumption reflects a combination of physical and
psychological needs. Physically, they require nutrition to support rapid
growth, academic performance, and active lifestyles.
At the same time, they develop identity-driven needs. Taste
preference, peer acceptance, trendy packaging, and brand image become
influential. While parents still consider nutritional value, teenagers
increasingly seek autonomy in product selection. Therefore, their needs
balance health functionality with self-expression and social belonging.

Young Adults and Working Adults (19–45 years old) – Functional and
Convenience Needs
For young and working adults, dairy consumption is primarily driven
by functional efficiency and lifestyle convenience. They seek products that
provide quick nutrition, sustained energy, and health maintenance without
requiring significant preparation time.
Their needs are goal-oriented: maintaining fitness, supporting
digestion, managing weight, or supplementing busy routines. Products that
integrate seamlessly into breakfast habits, post-workout recovery, or on-
the-go consumption fulfill both nutritional and time-saving needs.
Once these functional and practical needs are met, repetitive
purchasing becomes stable due to satisfaction and routine integration.
 Middle-Aged and Elderly Consumers (Above 45 years old) – Health
Maintenance and Prevention Needs
For middle-aged and elderly consumers, dairy products serve
preventive and protective health needs. Their primary concerns include
bone density preservation, cardiovascular support, immunity
enhancement, and overall longevity.
This group prioritizes safety, low sugar content, added calcium, and
specialized formulations. Their need is not experimentation but reliability
and medical reassurance. Once trust is established, they maintain
consistent long-term consumption because stability reduces perceived
health risks.
2. Health-Oriented and Rational Decision-Making Needs

Across all segments, health awareness shapes purchasing motivation.

Consumers increasingly demonstrate a need for informed decision-making.
They read nutritional labels, compare sugar and fat levels, and evaluate
functional ingredients such as vitamins, minerals, and probiotics.
This behavior reflects a broader preventive health need. Rather than
addressing illness, consumers aim to protect long-term well-being,
enhance immunity, and sustain physical performance. Rational comparison
and information processing become tools to reduce uncertainty and
maximize perceived health value.
3. Lifestyle and Brand Image Needs

Among teenagers and young adults, lifestyle alignment and symbolic

value are important needs. Beyond nutrition, they seek products that
reflect modern identity, convenience, and social trends.
Attractive packaging, innovative flavors, and strong brand positioning
satisfy emotional and social needs. Peer influence and digital exposure
reinforce these expectations, making differentiation and branding essential
to meeting this segment’s psychological and aspirational needs.
4. Geographic context influences priority needs
Urban consumers typically exhibit higher disposable income and
stronger exposure to global wellness trends. Their needs extend beyond
basic nutrition to premium quality, organic certification, innovation, and
brand prestige. They value online reviews, modern retail experiences, and
aesthetic packaging as part of their consumption satisfaction.
In contrast, rural consumers prioritize affordability, accessibility, and
fundamental nutritional value. Their needs focus on price efficiency and
practical benefits rather than premium differentiation. Traditional retail
channels and trusted familiarity play a larger role in fulfilling their
expectations.
 PART IV: SOME MARKETING MIX (4P) STRATEGIES
Vinamilk is a leading dairy enterprise in Vietnam, offering a wide
range of products for various customer segments such as children,
teenagers, adults, and the elderly. However, each product line of Vinamilk
is designed to target a specific group of customers.
For Green Farm A2 Milk 110ml, the primary target customers are
young children and parents who are concerned about digestive health,
nutrition, and daily convenience. Therefore, the Marketing Mix (4P)
strategies should be developed in accordance with the characteristics and
needs of this particular market segment.
1. Product
The target customers of Green Farm A2 Milk 110ml are young
children with sensitive digestive systems and parents who prioritize health.
Therefore, the product should meet the following requirements:
 Contains A2 protein, which is easier to digest than regular milk
 Uses clean raw materials that meet high-quality standards
 Compact 110ml packaging, convenient for taking to school or daily
use
 Bright, child-friendly design while still conveying a premium image
The development of the 110ml size helps meet the smaller
consumption needs of young children, reduces waste, and provides
additional options within the product portfolio. This is an appropriate
measure that aligns with the actual consumption characteristics of the
target customers.
2. Price
The target customers are mainly middle- to upper-middle-income
families; therefore, pricing should be reasonable while still maintaining the
premium image of the A2 product line.
Appropriate pricing measures include:
 Applying a value-based pricing strategy
 Setting a price range of approximately VND 5,000–6,000 per 110ml
box
 Offering combo pricing for bulk purchases
 Encouraging regular household consumption
This strategy helps parents perceive the product as “good value for
money,” accessible, and suitable for daily consumption by their children.

3. Place (Distribution)
Since the target customers are families and young children, the
product should be available at familiar and convenient shopping locations.
Appropriate distribution measures include:
 Distribution through supermarkets and hypermarkets
 Convenience stores and traditional grocery shops
 School canteens
 E-commerce platforms
 Vinamilk’s official online sales channels
Placing the product in schools allows direct access to children. At the
same time, leveraging Vinamilk’s extensive distribution network and cold-
chain logistics system helps ensure product quality and freshness when it
reaches consumers.
4. Promotion
For Green Farm A2 Milk 110ml of Vinamilk, promotional activities
should be developed based on the characteristics of the target customers,
namely parents who are concerned about their children’s health and young
children with sensitive digestive systems. Therefore, the Promotion
strategy should not only aim to increase sales but also to build trust,
credibility, and long-term relationships with customers.
4.1. Advertising
Since the product is directly related to children’s health, advertising
must ensure honesty, clarity, and a scientific basis. Communication
content should focus on:
 The benefits of A2 protein for digestion
 Clean raw materials sourced from certified farms
 Modern production processes that ensure food safety
 The convenience of the 110ml packaging size
Instead of using exaggerated messages, advertisements should
emphasize practical values such as “easy to digest,” “suitable for young
children,” and “convenient for everyday use.”
Appropriate advertising channels include television (family time
slots), YouTube, Facebook, TikTok, and in-store displays at supermarkets.
Collaborating with KOLs such as nutrition experts or pediatricians can
further enhance the credibility of the message.

4.2. Sales Promotion

Sales promotion plays an important role in encouraging trial
purchases and maintaining consumption habits. Suitable forms include:
 Buy a pack and get one free 110ml box
 Discounts for bulk or combo purchases
 Gifts for children such as water bottles, stickers, or mini backpacks
 Reward point programs through apps or QR codes
In particular, free sampling programs at schools or supermarkets help
parents evaluate whether the product suits their children. If children
consume the milk comfortably without digestive problems, the likelihood of
repeat purchases will increase. Thus, sales promotion not only boosts
short-term sales but also helps build long-term consumption habits.
4.3. Public Relations (PR)
 PR activities enhance brand image and demonstrate corporate social
responsibility. For products aimed at children, the humanitarian aspect is
especially important.
Vinamilk can implement initiatives such as:
 Sponsoring “School Milk” programs for disadvantaged children in
remote areas
 Participating in disaster relief activities
 Organizing free nutrition seminars for parents
 Supporting community healthcare campaigns
These activities not only create goodwill but also reinforce the brand
image associated with children’s health and development in Vietnam.
4.4. Personal Selling
Sales staff play a crucial role at points of sale, especially in
supermarkets.
Vinamilk should:
 Train staff to clearly understand the difference between A2 milk and
regular milk
 Proactively provide consultation and answer parents’ questions
 Organize in-store sampling programs
 Introduce related promotional offers
Direct consultation increases trust and helps parents make quicker
purchasing decisions.

4.5. Direct Marketing

Direct marketing enables the company to maintain regular
communication with customers. Suitable channels include:
 Official Facebook Fanpage
 Zalo Official Account
 Email marketing
 SMS promotional messages
  Live-streamed nutrition consultations
Content may include sharing knowledge about children’s digestive
health, explaining the benefits of A2 protein, announcing promotions, or
organizing interactive mini-games.
Through direct marketing, Vinamilk can build a loyal parent
community, strengthen customer engagement, and encourage repeat
purchasing behavior.

PART V: CONCLUSION
In conclusion, the analysis of customer behavior at Vinamilk
demonstrates how a leading dairy enterprise effectively aligns its business
strategy with the diverse needs of Vietnamese consumers. Through a
comprehensive product portfolio, a modern production system, and a
strong commitment to sustainable development, Vinamilk has built a solid
foundation of trust and brand loyalty in both domestic and international
markets.
By applying demographic, psychographic, and geographic
segmentation, the company clearly identifies its target customers and
understands their different motivations, consumption habits, and decision-
making patterns. Customer behavior varies across age groups, income
levels, lifestyles, and geographic contexts; however, common factors such
as health awareness, product safety, and value for money consistently
influence purchasing decisions. This deep understanding enables Vinamilk
to develop appropriate marketing mix strategies, especially in product
design, pricing, distribution, and promotion, to effectively satisfy consumer
expectations.
Overall, Vinamilk’s success in the Vietnamese dairy market can be
attributed to its customer-oriented approach, strategic segmentation, and
ability to adapt to changing consumer trends. By continuously innovating
while maintaining product quality and social responsibility, Vinamilk not
only strengthens its competitive advantage but also reinforces its long-
term relationship with consumers.