VINAMIL
K
INSTRUCTOR: HUỲNH TÀI
Members:
Đỗ Quí Nhật San
Lê Hoàng Diễm Chi
Huỳnh Khả Tú
Nguyễn Thị Thanh Phương
Tô Thị Thuỳ Trang
Ngọc Hương
Content
I. General introduction to Vinamilk
• Profile
• Vision and mission
• Some key brand strategy
milestones
II. Purpose of planning
• Plan?
• Reason?
III. Planning process
• SWOT
• Repositioning marketing
strategy
INTRODUCT
Establishes in 1976.
ION:
The largest dairy company of Vietnam.
Headquarters in Ho Chi Minh City, Vietnam.
VINAMILK
Products like condensed milk, ice-cream, yoghurt, infant cereal,
soya drinks, fruit juice, tea, cheese, and healthdrinks,...
Has around 13 factories and 7 Global G.A.P certifi ed farms.
The Vietnamese dairy king is involved in all stages
of production from manufacturing, marketing and
distribution.
Vision Mission
To become a world To deliver the
grade brand in food valuable nutrition to
and beverage community with our
industry, where respect, love and
people put all their responsibility.
SOME KEY BRAND
STRATEGY
1976 -
MILESTONES
Vinamik's brand positioning focused on the value of "Vietnamese
2017
Trust", focusing on the perspective of asserting position.
2017 Vinamilk's brand positioning has focused on the value of "Reaching
Vietnam" - bring Vietnamese quality to the world level. and product
quality.
PURPOSE OF
PLANNING
WHAT IS THE
PLAN?
The change in brand identity is an eff ort to reposition,
marking the fi rst step in the process of modernizing the
user experience and setting the stage for breakthroughs in
the future.
REASONS FOR
PLANNING
Vinamilk is targeting new
generations of consumers ,
including the young
consumer group and the
traditional consumer group.
REASONS FOR THE COMPETITION
AMONG INDUSTRY
PLANNING PEERS
2021 2022
• Holds a signifi cant market share • Attributed to competitive rivals
of 43% in the dairy industry such as Dutch Lady, TH True
• Achieving a stable revenue Milk, and NutiFood.
growth rate
PLANNING
PROCESS
SW
OT
STRENGTHS THREATS
OPPORTUNITIES
WEAKNESSES
SW
STRENGTHS
IN VINAMILK'S
OT WEAKNESSES
SWOT MODEL IN VINAMILK
[Link] brand is famous SWOT MODEL
[Link]'s Marketing Strategy is
effective [Link]
[Link] product portfolio [Link] strategy
[Link] has an extensive distribution
network
[Link] applies high technology
SW
OPPORTUNITIES
IN VINAMILK'S
OT THREATS IN
VINAMILK'S
SWOT MODEL SWOT MODEL
[Link] material supplies are being supported
by the government, imported materials have
reduced tax rates [Link] competition
[Link] number of potential customers is high [Link] markets
and there is great demand [Link] economic conditions
[Link] people's demand for milk
consumption is increasing
[Link] have a need to consume quality
and healthy products
REPOSITIONING
REPOSITIONING MARKETING
MARKETING
STRATEGY
STRATEGY
REASON
1/Repositioning to suit the new
generation of consumers.
2/Repositioning for the vision of
"go
global" - reaching out globally.
3/Reposition to stand out and be
different.
4/Repositioning for change for
the better.
REPOSITION
ING
REFERENCE
1. Hồ Đông Thụ. (July 10, 2023). Phân tích chiến lược thương hiệu đằng sau bộ nhận diện mới của Vinamilk. Retrieved 15/1/2023,
from
[Link]
2. Nga Sơn. (April 29, 2023). Doanh thu quý 1-2023 của Vinamilk đạt 22%, chờ đợi quý 2,3 khởi sắc
Retrieved 15/1/2023, from
[Link] -hinh-swot-cua-vinamilk/
3. Việt Phương. (April 27, 2023). Phân tích mô hình SWOT của Vinamilk 2023 [Mới nhất].
Retrieved 15/1/2023, from
[Link] -hinh-swot-cua-vinamilk/
4. Studocu. Vinamilk introduction
Retrieved 15/1/2023, from
[Link]
THANKS
FOR
YOUR
LISTENIN