ASSIGNMENT 3

INDIVIDUAL FINAL
MARKETING
PROJECT

ASSIGNMENT 3: INDIVUDUAL FINAL MARKETING PROJECT

Introduction (150).....................................................3

SWOT analysis and TOWS matrix (300 words).......4

Target Consumer (200 words)..................................7

Differentiation and Positioning (250 words)..............8

Current Marketing Mix performance (550 words)...11

Marketing Objective (100 words)............................14

References.............................................................17
Introduction (150)

 Company

The leading Netherland dairy group, FrieslandCampina has been established and

developed for nearly 150 years, has factories in 65 countries and products in more than

100 countries, with almost 18,000 members and a supply of 30 thousand tons of milk

per year. (Thanh Nien News n.d.) (Dutch lady n.d.) In 1996, this company was officially

present in Vietnam in Binh Duong and Ha Nam with comparable products such as

Yomost or Friso. (Suc Khoe Doi Song n.d.)

 Product

Dutch Lady is a dairy product line with a strict European control process with the "4 no"

rule and 11 times higher safety standards, to bring purity and high safety to consumers

in Vietnam. And they also offer many flavors of Dutch Lady products such as chocolate,

strawberry, sweetened, unsweetened, blueberry, etc. (dutch lady n.d.)

(131 words)
(Dutch Lady n.d.)

(PLO n.d.)

SWOT analysis and TOWS matrix (300 words)

 Strength:

 owns many brands.

Dutch Lady has a variety of products to suit the nutritional needs and milk consumption

of all ages. In addition, Dutch Lady also owns two long-standing product lines, Friso and
Yomost with many nutritional sources containing Vitamins A, B, D, and fiber (Brademar

n.d.)

 Distribution system:

Consumers can easily find Dutch Lady in stores, get through nearly 200 outlets, and

more than 100,000 retail points, and have a "golden 20 minutes" process of transporting

ingredients to 45 refrigeration points around Vietnam. (VN Express n.d.)

 Weakness:

 Lack of direct distribution channels:

Dutch Lady is widely sold throughout Vietnam, but Dutch Lady's sales channel is still

mainly through supermarkets or retailers, not directly from the company to consumers.

Therefore, Dutch Lady packaging is produced by two leading reputable packaging

suppliers in the world today, Tetrapak and Combibloc, because the two packages have

differences in size and design, so many consumers panicked when they didn't

thoroughly research and spread on social networks about the fake Dutch Lady. (Dutch

Lady Vietnam facebook n.d.)

Facebook n.d.)

 Opportunities:

 Customer:
The demand for using and trusting products by Vietnamese people is gradually

increasing each year. From 2021 to 2022, Dutch Lady's e-commerce reached VND 9

billion, an increase of 1.1% compared to last year. (Metric n.d.)

*Vietnam milk market increases

Vietnam's wet milk market reached VND 135,000 billion in 2020, an increase of more

than 8% compared to 2019. In addition, during the period of relaxation, milk

consumption remained stable because people needed to strengthen their immunity.

 Threats:

 Choice:

Vietnamese consumers have more and more choices in dairy products when big brands

like TH True milk and Vinamlik land in Vietnam.

 Non-professional dairy farming:

95% of dairy cows in Vietnam are raised scattered in smallholder farms and on a small

scale, lacking professionalism, people are not trained in skills in husbandry techniques.

In order to raise standard dairy cows, enterprises must invest a large amount of capital,

and domestic technical equipment is still limited, so the dairy herd in Vietnam only

meets about 20-30% of the total demand across the country. (346 words)
Target Consumer (200 words)

Dutch Lady uses demographic segmentation as market segmentation, (IPL n.d.) Dutch

Lady's main customers are loving parents, young children, teenagers, young adults, and

other people. Customers like bright colors. They are people who care about the health

and need to provide enough energy and nutrition for a day. With the target customers

being teenagers, customers using technology devices can be easily and closely

approached (studocu n.d.). Therefore, choosing Dutch Lady is the most effective drink

that mothers or teenagers choose, the product not only meets the needs of health but

also helps the family bond more with love and care. In this way, Dutch Lady also helps

busy people, because it is a delicious, convenient, and nutritious product, but Dutch

Lady's main customer target is still young children. (Brace mar n.d.) (128 words)
Differentiation and Positioning (250 words)

1. DIFFERENTIATION

Logo and imagine:

Blue is the main color of the Dutch Lady logo, which represents freshness, color

freshness, and nature. Along with that is the Dutch lady with the traditional costume of

Netherland farmers with the main colors being red and blue. This eye-catching logo

made it easier for customers to remember and imprinted it in their minds. (Thiet Ke logo

n.d.) Although there are now many milk lines like Vinamilk and TH True milk that also

have the main color of blue, the difference of the Dutch lady in the logo, makes a

difference and commemorates farmers. Therefore, based on Dutch Lady's exclusive

logo, and imported to Vietnam for many years, Dutch Lady's logo has been deeply

imprinted in the hearts of customers.

Different flavors and nutrition:

With demand and competition with other dairy brands, Dutch Lady has launched more

new products with many different flavors and different nutrients with distinctive flavors.

Like a 560g pack of condensed cream containing many vitamins, minerals, and calcium

to help provide nutrients for the body, and develop bones, joints, nerves, and brains.

Also, 380g "full cream" sweetened condensed milk, with the main color yellow-brown,

provides a lot of vitamins A, D3, and B1, supplementing nutrients, energy, learning, and

working effectively. (Bach Hoa Xanh n.d.) Therefore, Dutch Lady has also launched
many special products that other brands do not have.

(bach hoa xanh n.d.)

(bach hoa xanh n.d.)

Value proposition:

Dutch Lady is an ideal brand that brings nutritious products and provides many vitamins and

calcium to consumers, but the price is not too different from other brands. (255 words)
Current Marketing Mix performance (550 words)

 PRODUCT

Dutch Lady was chosen because of its high nutritional content, increased immunity, and

from a company with 150 years of history in the Netherlands. With strict process

"4 no", no preservatives, no chemical colors, no antibiotic residues, and no pesticide

residues. Dutch Lady is offered in different sizes, 180ml, 220ml, and 1 liter, and

powdered milk lines. (Bach Hoa Xanh n.d.) In addition, Dutch Lady is gradually adding

more flavors to compete with dairy brands, like the traditional flavor is no sugar, 100%

sugar, strawberry, or chocolate, and they just released blueberry and yogurt flavours in

2020. (Dutch Lady Vietnam Facebook n.d.)

It must be said that the flavors of Dutch Lady are very special and unique, different from

other dairy products, the design also reminds consumers of the beautiful Netherlands

with quality dairy cows by farmers.

 PRICE

Dutch Lady applies a competitor-based pricing method by offering the most reasonable

price possible, with 110ml bottles ranging from 7,000vnd to 10,000vnd. For a 1-liter

case, the price is 46,000vnd (GS25 n.d.) In addition, they also have promotions with

practical gifts. (Facebook n.d.) Besides, Dutch Lady also gives backpacks and children's

items when buying in combos, and on the backpack, there will be a code, when

scanning the code, children can experience the farmer character, and the process of

Dutch Lady milk creation. (Marvy co. n.d.)

(Marvy co. n.d.)

 PLACE

Dutch Lady is a product of FrieslandCampina company and has 5 offices, Bien Hoa, Ha

Noi, and Hai Phong, also which 2 headquarters, Binh Duong and Bien Hoa, Vietnam.

Dutch Lady decided to build a nationwide marketing and distribution system with more

than 150 distributors, 700 suppliers, and more than 150 retailers across the country.

(dbav n.d.)
(Dien lanh phuong dong n.d.)

Dutch Lady mainly uses different intermediaries to sell its products such as Tiki,

Lazada, or Shopee e-commerce, and other physical stores like [Link] mart, BigC, or

Winmart. Therefore, with Dutch Lady's wide distribution, they can reach customers

easily, but the sales channel is still not directly selling to consumers, and the risks of
counterfeit products greatly affect the quality of the business.

(Metricvn n.d.)

 PROMOTION

To increase the number of customers and promote the brand, Dutch Lady is advertised

very strongly in the media through marketing channels such as TV, Newspaper, social

media, or billboards with the aim of increasing market reach with the slogan "San Sang

Mot Suc Song", and with media channels such as Youtube, Facebook, or Tiktok being

fully utilized, the number of the company is increasing and steadily in the Vietnamese

market. (marketing24h n.d.) Besides, Dutch Lady also has practical gift giving programs

on holidays, such as backpacks, bowls, and other items. (Facebook n.d.)

Moreover, Dutch Lady's public relation is also a good example. They organized the

establishment of a scholarship fund for poor students, (Doanh Nhan Saigon n.d.)

supported and donated 120,000 dairy products to people in Da Nang during the

Covid19 pandemic season. (Cong An n.d.) (478 words)

(Doanh nhan n.d.)

Time:

The period is from November 10, 2022, to February 20, 2023. (4 months).

Increase the level of communication in Vietnam:

With the number of interactions especially among teenagers and young children, the

goal is to increase to 3% on e-commerce like Sendo, Tiki, Shopee, or Lazada, increase

70,000 mentions on social platforms like Facebook, Instagram or Tiktok. In addition,

increase the amount of brand image advertising with the goal of increasing profits by

20% and reaching 1,700 billion every 4 months. (81 words)

Stage 1: (10/11/2022 - 10/12/2022)

To prepare a perfect plan to increase the number of customers and profits, the Dutch

Lady needs to start planning for upcoming occasions such as Christmas, Tet 2023, and

Valentine's Day. In the first month of the plan, the company needs to increase

advertising volume in big cities in Vietnam, such as Ho Chi Minh or Ha Noi, by placing

ads in supermarkets or amusement parks. Public relation is a plan to achieve 2 benefits,

go to charity to help the homeless, and give them nutritious dairy products, thereby

increasing interaction and traffic for the brand. Finally, start designing the advertising

background with the main colors red and green with Dutch Lady dairy products for the

Christmas plan. In addition, the company can hire famous Tiktoker such as Dao Le

Phuong Hoa, Ciin, and Pham Vinh so that they can advertise Dutch Lady products with

trending dances and advertise with their signature style. Currently, Tiktok is a famous

entertainment channel in Vietnam, and according to statistics, there are 8 new

subscribers every second. (Brandvietnam n.d.) In these ways, the first month of the plan

will be expanded, increasing the amount of advertising on the social network market,

and advertising in big cities, and with the presence of celebrities, the product will be

more trusted.

Stage 2: (11/12/2022 - 10/1/2023)

In the first month, the Dutch Lady Vietnam company hit hard on advertising. In the

second month, we still must continuously advertise to the market on other social

networks, such as Youtube, Tik Tok and Facebook which are the top social networks in

Vietnam, with hashtags like #NoelwithDutchLady #drinking-DutchLady-receiving-gift-

Christmas theme and create an event for children for the winner to receive many cute

gifts such as teddy bears, dolls, or learning materials, events will take on December 20

to December 27. Finally, plan more attractions for Tet 2023 and Valentine’s day.

Stage 3: (January 11, 2023 - February 20, 2023)

With 2 months of continuous promotion of advertising, the goal of increasing traffic and

brand memory, advertising strategies, and attracting children with practical gifts, now

will be the time to officially launch the product for children. Tet 2023 to achieve more

profits and recover the capital incurred. We will collaborate with the stage program, with

the design around the stage being the Dutch Lady brand, with the dance group and

dancers, dancing the Dutch Lady song at the start of the performance in the city center.

In addition, create a program to buy 2 milk cartons and get 10 red packets, or open the

lid of powdered milk and receive 1 gold thread and other dairy products. As Valentine's

Day approaches, we can make Dutch Lady strawberry flavored product "sweet with

strawberry flavor" theme, and have a buy 1 get 1 free promotion from February 1 to

February 20, 2023.

With these strategies, Dutch Lady will achieve a huge amount of interaction and at the

same time increase profits after this plan. (508 words)

Dutch Lady n.d. “Từ hào tiêu chuẩn hà lan, bề dầy 150 năm kinh nghiệm”, Dutch Lady,
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<[Link]
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ady_TotalDL_01032022_IO|
Brand&utm_content=01032022_31122022_Keyword_CPC_TotalDL-DutchLady|
_EX&gclid=CjwKCAiAk--
dBhABEiwAchIwkRBi4Qgh7WzhXzg320tfx5dU7PDlHF8rjcCsFyDqxwNxG4WahAqcrho
CmmwQAvD_BwE>

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<[Link]

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