MARKETING MANAGEMENT marketing plan for new product of THG TH true CEREAL

Executive summary

Company

TH products always put the criteria of "fresh", "clean" on the top, towards the core value completely from nature, for the health of the community.

Under the leadership of Labor Hero Thai Huong, the founder of TH Group, Vietnam's clean fresh milk industry has been significantly developed, reducing the market share of imported reconstituted milk powder from 92% in 2008 to under 60% by 2020.

The success of TH in the dairy industry has encouraged other businesses to invest in high-tech concentrated dairy farming, aiming to produce genuine fresh milk As a result, consumers have come to recognize the true value of fresh milk, appreciating quality products that meet international standards.

TH Group is dedicated to enhancing public health through its commitment to clean, organic, and nutritious beverages, along with a nutrition initiative aimed at the Vietnamese population As nut-based products gain popularity globally, they are emerging as a revolutionary trend in Vietnam's nutritional food industry This healthy shift towards natural ingredients is endorsed by nutritionists and embraced by numerous celebrities In response to this consumer trend, TH Group has introduced a range of innovative products designed to promote healthier lifestyles, including TH true NUT, TH true RICE, and TH true CEREAL These products not only prioritize human health but also align with TH Group's five core values Furthermore, TH true CEREAL is part of a broader campaign to enhance Vietnamese health, aiming to improve breakfast options and provide nutritious choices for consumers.

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Product

TH true CEREAL no Sugar is a tasty and healthy beverage crafted from TH FVF brown rice, oats, lotus seeds, and a variety of grains Enriched with calcium and using dietary sugar instead of cane sugar, this drink is packed with vitamins, minerals, and natural fiber that enhance nutrient absorption and promote body purification, all while being made from 100% whole grains for a delightful experience.

➢ 2 types: full pack and divided packs

➢ Contains necessary nutrients and qualified ingredients with red rice originating from TH FVF Red Rice that is carefully selected and applied high cultivate technology.

➢ Ingredients exclude plant protection products, fragrance colorants, or preservatives.

➢ Cereals contain low-fat ingredients

Fiber-rich cereals support digestive health and can help alleviate chronic constipation by providing approximately 30g daily For those managing high blood cholesterol, starting the day with a bowl of oatmeal is an excellent option.

➢ Cereals are rich in B vitamins that are beneficial for the energy production quantity of the body.

In addition, high levels of folic acid are essential for planning for women to have a baby or are pregnant.

Cereals are a valuable source of iron, making them an excellent choice for supplementation, particularly for pregnant women, athletes, and individuals with iron deficiencies who avoid red meat Incorporating cereals into your daily diet is essential for maintaining adequate iron levels in the body.

➢ Cereals are low in salt Suitable for people with high blood pressure or heart disease circuit

This product contains a blend of red rice flour (60%), oats (6%), and a mix of green and black beans (3%), along with glutinous rice and corn It also includes soybeans, rice, wheat, barley, and lotus seeds (3%) Additional ingredients are vegetable cream powder, coconut powder, and skim milk powder (7% instant) The formulation features isomalt (3%), calcium (0.7%), iodized salt, xanthan gum thickener (E415), a sweetener (INS 951), and an anti-caking agent (E551).

Maltodextrin, synthetic flavoring for food.

Situation analysis

Industry

In 2018, Nielsen surveys revealed that 37% of Vietnamese consumers prioritize health as a top concern The World Health Organization (2021) emphasizes that access to safe and nutritious food is essential for sustaining life and promoting well-being Furthermore, a CAGR report indicates that 76% of Vietnamese consumers are eager to understand the ingredients in their food.

Increasing food prices while 89% are willing to

Increasing utility bills pay more for foods that

Q2 2020 Economy claim health benefits In Q1 2020 a report, Vietnamese

Job security health as their most

Chart 1 Major Concerns of Vietnamese Consumers

The rising demand for healthy food among Vietnamese consumers highlights the increasing awareness of health's paramount importance in their lives This trend reflects a shift in priorities, where individuals are placing greater emphasis on nutrition and well-being, influenced by both their jobs and economic factors.

Vietnamese consumers are increasingly seeking products that offer health benefits, reflecting a growing market for nutritious items like yogurt, milk, and cereal According to Nielsen research, 90% of individuals are worried about the long-term health effects of artificial ingredients This concern highlights the importance of not only the nutritional value of products but also the quality of their ingredients, indicating a strong demand for healthier options that deliver enhanced health benefits.

Vietnamese consumers prioritize several key attributes when selecting healthy products, including those that are fortified with calcium, vitamins, minerals, and micronutrients They also favor items made from vegetables or fruits, all-natural ingredients, high fiber content, and low cholesterol levels.

According to Vietnamnews, the global market for plant-based foods and products replacing meat is estimated to reach US$480.43 billion by 2024, which offers producers of these products a great opportunity.

According to a statistical analysis of Statista in 2018, cereal production for Viet Nam was

48.9 million metric tons Cereal production of Viet Nam increased from 9.09 million metric tons in 1969 to 48.9 million metric tons in 2018 growing at an average annual rate of 3.65%.

Chart 2 Predicted sales of Vietnamese cereal market

Moreover, in the Statista report in 2021, it is highlighted that:

➢ Revenue in the Breakfast Cereals segment amounts to US$413m in 2021 The market is expected to grow annually by 6.22% (CAGR 2021-2026).

➢ In global comparison, most revenue is generated in the United States (US$21,476m in 2021).

➢ About total population figures, per person revenues of US$4.20 are generated in 2021.

➢ In the Breakfast Cereals segment, volume is expected to amount to 108.2mkg by 2026 The Breakfast Cereals segment is expected to show a volume growth of 2.2% in 2022.

➢ The average volume per person in the Breakfast Cereals segment is expected to amount to 0.9kg in 2021.

From 2014 to 2021, cereal sales have shown a notable upward trend, with expectations for significant growth in the coming years Given that healthcare is a top priority for the Vietnamese population, the cereal market presents a promising opportunity for brands looking to develop and establish a presence in this sector.

Consumers’ behavior

According to Mrs Nguyen Thi Lam, Former Vice President of the National Institute of

The future of beverages is shifting towards organic and natural products with reduced sugar content, reflecting a growing trend in nutrition (Hoàng, 2020) As incomes rise and the young population along with the middle class expands, consumers are becoming more discerning and are increasingly prioritizing a green and healthy lifestyle This shift is evident in their preference for food and drinks made from organic and clean ingredients.

The COVID-19 pandemic has led many individuals to stay at home, resulting in increased focus on personal health and wellness As people look for convenient, quick meal options that can be prepared at home, breakfast often becomes a challenge due to time constraints in the morning Consequently, there is a growing preference for healthy, easy-to-make foods that cater to busy lifestyles while still providing nutritional benefits.

Macro environment

Governments worldwide enforce stringent regulations across the food industry, encompassing areas such as commercial kitchen hygiene, produce storage, transportation, and worker requirements While these regulations ensure consumer safety by preventing exposure to substandard food, they also significantly impact the profitability of the food business.

The pandemic has significantly impacted the country's economic landscape, yet there are signs of recovery and opportunities for business sectors to thrive once more Nonetheless, persistent challenges continue to hinder progress.

The ongoing impact of the epidemic and financial constraints has resulted in a sustained higher demand for essential foods compared to healthier options, causing a decline in purchasing power and an increase in overall costs.

Despite the growing trend of online shopping, consumer trust remains low, leading to limited adoption of online payment methods Additionally, delivery and order fulfillment services are struggling to meet rising demand, which has been further exacerbated by the pandemic Furthermore, the rapid emergence of cross-border e-commerce and multichannel selling presents significant challenges for businesses that sell directly to consumers.

Recent scientific research highlights the significant impact of dietary patterns on health outcomes, linking poor nutrition to obesity, cardiovascular disease, type 2 diabetes, hypertension, osteoporosis, and various cancers These conditions are leading causes of morbidity and mortality globally, affecting both developed and developing nations The food industry plays a crucial role in promoting healthy eating habits, encouraging physical activity, and developing innovative products that align with dietary guidelines.

To improve public health, initiatives should focus on reducing saturated fats, trans fats, sugars, and salt in processed foods, while promoting sensible portion sizes and introducing healthier alternatives Additionally, reevaluating current marketing strategies could accelerate health improvements (Sedef Nehir El and Sebnem Simsek, n.d.).

The rise of automation in food technology is enhancing product quality and features, boosting competitiveness in the market For instance, implementing a closed-loop crop cultivation process under the supervision of a reputable scientific team fosters better agricultural practices Additionally, the development of "green" restaurant models prioritizes transparency by providing detailed information on the quality and origin of raw materials, as well as the processing methods used Emphasizing the use of environmentally friendly products and investing in advanced sanitary equipment, these establishments also ensure strict control over the import/export processes with suppliers, as well as food preservation and processing standards.

Our country's laws promote and safeguard lawful business activities by implementing various regulations focused on consumer protection, food hygiene and safety, commercial law, and franchising practices.

Increasing awareness of the health and environmental impacts of our food choices highlights the crucial role that the surrounding environment plays in influencing bacterial behavior This includes factors such as the proliferation, resistance, and toxin production of planktonic cells.

Temperature, nutrition, metals, water activity, pH, redox potential, microbial populations, interaction with host, stressors, antimicrobials, and so on were among these parameters.

Microenvironment

All THG products are aimed at improving human health As one of them, TH true Red Rice

CEREAL also aims to improve public health and meet 5 core values of TH Group (For

‘True Happiness’, “For Public Health”, “True Nature”, “Environmental-friendly”,

TH Group (2020) emphasizes innovative thinking and the alignment of interests to uphold five core values The company guarantees product quality throughout the entire process, from production to consumer sale By implementing synchronized cultivation, care, and harvesting techniques, TH Group ensures high quality and productivity, with no pesticide residues and fragrance-free products.

Our product is free from colorants and preservatives, ensuring a natural taste and food safety Processed and packaged to meet stringent standards, it maintains deliciousness over time Additionally, it is part of THG's current product chain, which focuses on community development, maximizing benefits when used collectively.

The vision of THG is to become the leading Vietnamese manufacturer in producing products that have natural ingredients, and the mission of this corporation is to nurture

TH true CEREAL aligns with THG's vision of promoting Vietnamese health by offering nutritious and high-quality products This cereal not only supports the development of the TH ecosystem but also complements other TH offerings, such as TH true YOGURT and TH true MILK, to create delicious and healthy breakfast options.

Besides, although TH dairy products are not historically standard in the Vietnamese diet,

TH true MILK and TH true YOGURT have gained significant popularity, presenting a valuable opportunity for TH to expand into the cereal market Building on the success of their milk and yogurt products, TH plans to integrate cereal and milk in their marketing strategy to enhance brand visibility and strengthen customer connections.

Xuan An dragon blood brown rice cereal Nestle Nesvita cereal Nestle Milo

Feature It is a Vietnamese brand Xuan An

Nutrition Food Co., Ltd., founded in 2004 in Ho Chi Minh City, is a pioneer in manufacturing, importing, packing, and distributing HEALTHY NUTRITIONAL

FOOD such as oats and chia seeds quinoa, cereals, and so on Customers praise Xuan

An dragon blood brown rice cereal goods for their high-quality raw ingredients

Nestlé Nesvita, a renowned product from the Swiss Nestlé Group, embodies 150 years of expertise in nutrition, health, and healthy living Today, it is enjoyed by consumers worldwide, reflecting the brand's commitment to quality and innovation.

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Dragon Blood brown rice cereal features a blend of natural whole-grain ingredients, primarily malted barley, and includes 18% oats, malt, maize, soybeans, and sugar salt Fortified with essential nutrients, it boasts a Milo flavor and vegetable cream powder, providing calcium, fiber, and vitamins while remaining low in fat, sugar, and salt This cereal serves as a source of energy, fulfilling an adult's daily dietary requirements with 374.4 – 457.6 kcal per 100g, and is rich in essential minerals like calcium and iron Its high fiber content supports digestive health, helps prevent anemia, and aids in weight management, making it an excellent choice for individuals of all ages, particularly young children Additionally, the antioxidants in this Nestle cereal contribute to overall wellness, promoting a healthy body and mind.

GẠO LỨT HUYET RONG 400G, n.d.) in the battle against aging, ensuring that customers enjoy optimal health and youthfulness (Ngũ Cốc Dinh Dưỡng Nestlé NESVITA, n.d.).

Targeted Ages six and older Ages six and older Suitable for children 18 months and customer older

Price 70,000 VND for a 400g Xuan An dragon blood brown rice cereal package

A bag (16 packets per bag) with a 98,000 VND for a 330g Nestle Milo total weight of 400g and a price range cereal package. of 68,000-70,000 VND.

The growing appeal of the eat clean market, particularly in cereal products, has attracted potential competitors like Vinamilk and Moc Chau, which may not directly impact TH but could create significant challenges if underestimated These established brands have a strong presence in the nutritional market, including milk and yogurt, and possess the resources to innovate in nutritious cereal offerings Consequently, as TH develops its products, it must navigate the formidable competition from these brands as well as from other healthy breakfast options, such as diet black bread and sugar-free cakes, which could sway customers away from TH's true CEREAL.

The growing appeal of the eat clean market, particularly in the cereal sector, has attracted potential new entrants like Vinamilk and Moc Chau While these brands may not directly impact TH, they could create significant challenges if not addressed strategically Both Vinamilk and Moc Chau are established competitors in the nutritional market, with strong brand recognition and resources to explore the development of nutritious cereal products Consequently, as TH continues its product development, it must remain vigilant of these formidable competitors and the allure of other well-known breakfast nutritional products.

TIEU LUAN MOI is available for download at skknchat@gmail.com Black bread (King Do) and sugar-free diet cakes emerge as strong competitors in the market, offering nutritious alternatives for health-conscious consumers Customers can opt for these wholesome foods instead of traditional TH true CEREAL, enhancing their dietary choices.

➢ High-quality product nutrition: The product contains ➢ Price (higher price than other products in low calories while increasing nutrient level the same segment on the market)

TH true CEREAL is a new addition to the market, backed by the reputable TH brand, which is known for its high-quality products This strong brand recognition positions TH true CEREAL favorably among consumers, setting it apart from other cereal brands and instilling confidence in its quality.

➢ Standard production process and materials available:

TH has high technology and TH farm.

➢ Wide distribution network: TH retail store, supermarket,…

➢ Large market share, extensive distribution channel system

➢ Growth potential (The demand for people to use nutritious foods to eat clean increases)

➢ The price of brown rice tends to increase, which can cause product prices to increase

➢ Competition in the market is fierce.

➢ Consumer trends and tastes are always changing

➢ Various substitute products on the market (the risk of facing fierce competitors in the future in the market with the presence of some famous brands: Vinamilk, Moc Chau, etc)

➢ Due to COVID 19, it is difficult to push sales for the product at retail stores

➢ Psychology of using foreign goods

Strategies & Tactics

Objectives

Brand awareness refers to consumers' recognition and understanding of a company's products and services A successful brand awareness campaign indicates that a company has established a strong market reputation and that its offerings are widely accepted This awareness is crucial in influencing purchasing decisions, as it affects customers' perceptions of risk and their confidence in their choices (Ghafoor et al., 2013).

TH Group has established a strong reputation with its well-known products like TH true MILK, TH true YOGURT, and TH true JUICE With the introduction of TH true CEREAL, the company aims to enhance brand recall through memorable product names, recognizable logos, and distinct packaging designs Additionally, highlighting the unique quality and nutritional benefits of TH true CEREAL is essential to capture consumer interest.

Increasing brand awareness is crucial, but attracting the right target customers is equally important for product success The primary objective at this stage is to spark customer interest and encourage them to try the product.

To do that, campaigns for discounts, trials, and giveaways at the stalls will be a top priority.

In addition, communication campaigns are also considered.

1.3 Growth phase: Enhancing customer’s loyalty and increasing revenue

The longer the loyalty, the bigger the rewards Research shows that over a cross-section of industries, the longer a company retains a loyal customer, the more profit that customer generates (Griffin, 2002).

To boost customer loyalty, it's essential to encourage repeat purchases by highlighting the costs associated with switching to competitors, including time, money, and performance With TH true CEREAL, this is the perfect opportunity to promote the nutritional benefits of the products and enhance the brand's reputation.

Group At the same time, it is also necessary to have appropriate promotions and policies for customers.

Segmentation and target customer

• Income: middle to high • Health care awareness

•Customers willing to pay for healthy products

After segmenting the market into 4 dimensions, there are 2 customer profiles that are suitable for TH true Cereal.

➢ The first customer profile is people who are rural residents, had to middle to high income, care about their health and are willing to pay for healthy products.

The second customer profile consists of urban residents with middle to high incomes who prioritize their health and the well-being of their families These individuals are inclined to invest in healthy products, reflecting their commitment to maintaining a healthy lifestyle.

Then we evaluated the market segments to find the final target customer

➢ Measurable: All of the segments have the information that TH true Cereal can measure.

➢ Accessible: With the finances of TH corporation, the access ability of TH true Cereal can be dealt.

We focused on rural residents for this criterion, as this demographic is not large enough to effectively target, particularly given that TH True Cereal is a new product for customers, making it challenging to reach rural consumers.

➢ Differentiable: All of the segments are different that respond differently to the product.

The TH Corporation possesses ample resources to effectively cater to various market segments through its numerous TH True Mart locations in major cities However, this extensive urban presence poses challenges for product accessibility in rural areas.

TH true Cereal targets urban, middle to high-income customers who prioritize health and nutrition While suitable for all ages, the product appeals primarily to those who can afford it and are discerning in their choices, often seeking medical advice This segment is loyal to specialized health and dietary brands and tends to be less responsive to sales promotions outside their trusted brands These customers are generally less price-sensitive, recognizing the value of investing in high-quality, nutritious food, making them an ideal audience for TH true Cereal's concentrated marketing strategy.

Differentiation – Positioning

TH true CEREAL stands out among other products by offering a nutrient-rich formula with lower calories and no added sugar, ensuring customers receive adequate energy Each ingredient is meticulously selected and processed, with the primary component being red rice sourced directly from TH farm, guaranteeing the cereal's high quality.

THG has a wide range of TH true MART in several areas in Vietnam People can easily access the product.

At each TH true MART, customers can enjoy a unique sampling experience at the cereal bar, where they can mix cereals with yogurt or milk before making a purchase This allows them to explore flavors and combinations, ensuring a satisfying shopping experience Our well-presented staff are dedicated to providing exceptional service, equipped with in-depth knowledge of TH products to assist customers in finding the options that best meet their needs.

The cereal flour market is saturated with numerous domestic and international brands, each vying for consumer attention through various marketing channels such as outdoor ads, television, flyers, and both print and digital media In this competitive landscape, companies must address the critical question of how to influence consumer choice, ensuring their product stands out in the minds of potential buyers.

Brand positioning helps consumers remember the brand and product message, is not a

TIEU LUAN MOI download : skknchat@gmail.com simple thing The solution of TH true Brown Rice CEREAL is to position the brand (Brand

Positioning) and build its personality brand personality consistently.

TH true CEREAL focuses on delivering high-quality, health-oriented products made entirely from natural ingredients sourced from TH farm By positioning itself as a brand that emphasizes quality and value, TH true Brown Rice CEREAL leverages the reputable TH brand to assure consumers of its product excellence while offering competitive pricing that reflects the brand's integrity.

Effective product positioning is crucial, as a strong value perception among high-usage consumers creates favorable conditions for introducing new products Additionally, consumers tend to believe that the money they invest in a product should reflect its true value.

TH true CEREAL is priced higher than many competitors, but its exceptional quality and the strong brand reputation of TH Group justify this cost, making it a reasonable investment for consumers.

TH true CEREAL embodies a minimalist natural style, utilizing 100% natural ingredients sourced from TH farm, resulting in a mildly sweet flavor and a high-quality production process that prioritizes food safety The product design reflects a cohesive minimalist aesthetic consistent with the overall TH brand, featuring red-brown as the primary color The brand name, TH true CEREAL, is designed to align with other TH products, ensuring a lasting impression and memorability for customers.

Packaging is a crucial element in the process of building a strong brand (Kumar and Noble,

In 2016, it was emphasized that even the best products can go unappreciated if their packaging is inconvenient or poorly designed A qualified package must be easy to feel, open, store, use, and dispose of Additionally, the size and shape of the packaging play a crucial role in a product's success, as many fail to penetrate distribution channels due to inappropriate dimensions or eccentric designs According to the Associate Director of Retail Measurement Services at Nielsen Vietnam, Vietnamese consumers associate white or transparent packaging with natural products.

Therefore, with TH true CEREAL, we have the main color that is white – blue – red to

Download TIEU LUAN MOI at skknchat@gmail.com, which emphasizes the product's connection to nature while ensuring its design aligns seamlessly with other TH products.

Marketing mix decisions

Cereal is a versatile convenience food that offers essential nutrients and health benefits for all ages Its naturally mild sweetness provides a satisfying taste experience, especially when paired with TH true MILK or TH true YOGURT, enhancing both flavor and nutritional value.

The main ingredients are red rice from the TH farm.

The products have two types

➢ Divided packs – additional option to bring on occasions such as traveling

The product uses the main ingredient is brown rice, a type of rice that is easy to eat and provides full nutrients for the body.

Our products feature clear labels and comprehensive details, ensuring customers have all the information they need With an average size that aligns with other cereal options, they are designed for easy portability and convenience, making them ideal for trading.

The product features an eco-friendly paper box design, which houses a convenient paper-wrapped package for easy usage at all times This sustainable packaging choice emphasizes environmental safety and promotes responsible consumption.

The package has a consistent design with other products from TH and the main color is white – blue – red from red rice.

To offer customers the best value, TH Group has categorized TH red rice CEREAL into two pricing types, ensuring that both options maintain the same competitive price.

➢ 400g with the price of 108.000 VND

➢ 200g with the price of 68.000 VND

TH red rice CEREAL is priced higher than the average cereal products on the market, with competitors like GYM Cereal for Weight Gain and Muscle Gain (500g for 75,000 VND) and Calbee Cereal (350g for 60,000 VND) offering lower prices However, TH true CEREAL stands out with a superior nutrient composition and a lower fat content, typically ranging from 8% to 10%, making it a healthier choice for consumers.

Message Strategy : “TH true CEREAL – Bữa sáng Việt, sức khoẻ Việt”

In order to bring customers a healthy breakfast, we want to convey this message through all campaigns and activities.

Social media platforms like Facebook, YouTube, and TikTok are utilized for efficient product promotion, allowing brands to connect with customers quickly and conveniently Additionally, advertising strategies include placing billboards at product agents and using eye-catching posters with attractive incentives The primary goal of these advertising efforts is to effectively promote cereal products that offer significant health benefits and utilities for consumers.

TH Group will promote the product through promotional campaigns at a number of major universities, high schools and primary schools in the North, Central and South regions of

Vietnam The purpose of the campaign is to target users' awareness of the health benefits that the product brings.

TH true Red Rice CEREAL will launch new cereal products, promoting them through agents in major cities like Hanoi and Ho Chi Minh This strategic advertising targets urban areas with high populations and significant pollution levels, emphasizing the importance of nutrient supplementation for maintaining health.

The product distribution agents will organize weekly promotions, give membership cards to loyal and potential customers, and collect information about customer demand for products.

In addition, the company will organize great promotions such as buy 2 get 1 free, buy many products will get discounts to bring convenience in the shopping of customers.

We focus on four campaigns following three phases of the objectives

Building brands and the influence of products on customers through 2 methods:

- Buy 2 get 1 free program: Create a buy 2 get 1 free program to encourage customers to use multiple products 2 packs of TH true red rice CEREAL will come with

This promotion features an extra pack included in the packaging and will be available at various retail outlets, official agents, and supermarkets such as Tmart, Vmart, and Circle K Additionally, a cereal trial counter will be set up in the entrance area to enhance customer experience.

Organizing a nutrition seminar aims to address customers' health concerns by emphasizing the benefits of cereal products as a safe and effective solution for improving health and supplementing nutrients Participants will receive a comprehensive handbook on nutrient balance, and each attendee will leave with a sample packet of cereal to experience the benefits firsthand.

The two methods outlined will serve as initial marketing strategies for the product, forming a foundation for assessing and enhancing its advertising for broader market reach The seminar will be exclusively held at TH schools, as our primary goal is to engage the TH audience first.

➢ Introduce the product image and message

Creating MV in Youtube with KOL

Building on the success of previous collaborations between TH and KOLs, we are excited to announce that in 2022, we have partnered with Tlinh to produce a YouTube music video that effectively communicates the authentic message of TH.

- Message: The key to success is good health The key to good health is a healthy breakfast.

MV is about 5 minutes with Tlinh as the main character The song is about how to fulfilling enjoy life We can introduce both types of TH true

Tlinh enjoys cereal for breakfast, opting for a full pack when dining at home However, during early morning flights, she chooses convenient divided packs to enjoy her breakfast at the hotel.

Tlinh, a vibrant Gen Z sensation, has achieved early success and garnered widespread support, yet her hectic schedule often leads her to skip breakfast, sacrificing her health for her ambitions This trade-off leaves her feeling unfulfilled, as she misses out on precious moments with family and friends Recognizing this struggle, her mother introduces her to TH true CEREAL, a quick and nutritious breakfast option By incorporating TH true CEREAL with milk and yogurt into her daily routine, Tlinh revitalizes her energy levels, allowing her to fully embrace and enjoy life.

➢ Boom: Engage and amaze the community

To boost brand visibility, it's essential to connect with the community, particularly individuals aged 20 to 35 who prioritize fitness and personal care This demographic actively follows health and wellness bloggers, engages with lifestyle groups, and stays updated on the latest trends in cosmetics, fashion, and food They frequently shop on platforms like Facebook, Instagram, and various e-commerce sites, seeking out health and beauty products such as cereals, brown rice, and nut milk Engaging this audience can significantly enhance brand reach and loyalty.

TH true CEREAL can be enhanced by combining it with other TH products like TH true MILK and TH true YOGURT, creating delicious meals while promoting the TH product ecosystem This strategy not only appeals to existing customers familiar with TH's offerings but also encourages them to explore new combinations, fostering brand loyalty and enhancing customer engagement.

• Suggest people many delicious, fast and easily formulated dishes to try at home.

- Insight: Although healthy products are good for health, they are not delicious, boring and have quite a high price.

- Key message: Healthy products can be both nutritious and delicious Moreover, it can be created for various types of dishes

Implementation and control

Action plan

Objective Channel Detail Message/Name Description Performer Time

TH true Buy 2 get 1 free 2 packs of TH true red Seller, staff

Product MART, program rice CEREAL will come seller retail with 1 extra pack in the

Raise brand stores, packaging awareness supermark ets…

TH “Sống khỏe cùng Nutrition seminar with - Experts 1/3-1/4 schools, TH” experts, influencers like - Influencers

Event pop-up Giang Ơi, Ngọc Khánh, - Event team workshop … - Communication team

Social Music “TH true CEREAL – - Collaboration with - Design team awareness, media video Tlinh - Content team campaign - 30s TVC - Edit team increase

TikTok Campaign - Key - TikTok users - Communication 15/4-15/7 on TikTok message: Healthy create dishes using team

- Enhance products can be TH true CEREAL - KOLs, brand both nutritious and - Video must include the influencers coverage delicious Moreover, hashtag - Event team

- Foster the it can be created for #THmasterchiefs - Ads team value of TH various types of - Most popular videos will - Content team true dishes receive gifts - Marketing team

CEREAL - Creator will be promoted on TH social media

Online Campaign - Campaign TH - Inside each cereal box is - Customer 1/8-1/1/9 through spirit – For the a QR code with a - Production team

Enhance your support for the Vietnamese community by donating to the "Người Việt sức khỏe Việt" Vaccine Fund through our landing page Contributions ranging from 10,000 to 500,000 VND can be made easily Customers can conveniently scan codes available on the TH website to make their donations.

Budget

In the first year following the product launch in March 2022, TH should prioritize marketing efforts to engage potential customers through social media activities and organized campaigns, with an estimated budget of approximately 30 billion VND For the second year, the budget will decrease to around 20 billion VND.

Social media advertising for trade 20 bil promotion, retail store, distribution channel Nutrient workshop at TH school 2.5 bil

Campaign TH spirit – For Vietnamese

“Người Việt sức khoẻ Việt” the 1 bil

-Key message: Healthy products can be both nutritious and delicious

Creating MV on Youtube with KOL 3 bil

Controls

Because many surprises occur during the implementation of the marketing plan, TH true

The Cereal team is implementing stringent control measures to assess and monitor product quality, marketing campaigns, customer satisfaction, and budget management They will establish specific goals for each phase of their plan and subsequently analyze the discrepancies between these goals and actual performance.

TIEU LUAN MOI download : skknchat@gmail.com performance Finally, the team will take corrective action to close the gap between goals and performance.

H true Cereal’s goal is to be a delicious and nutritious food that is suitable for everyone.

The product must fully satisfy the requirements that we had mentioned in the product part.

Our team will test the product regularly by applying 8 dimensions of product quality (David

Garvin) to make sure that the products sold are of the best quality.

TH true Cereal team has designed campaigns that match with each of the marketing phases.

In every campaign, we establish key performance indicators (KPIs) to assess its effectiveness Additionally, our team closely monitors the campaign's progress, enabling us to make timely adjustments if the campaign falls short of its objectives.

Customer satisfaction is assessed through metrics such as purchase frequency and monthly revenue If these indicators show consistent positive growth, it reflects that customers are satisfied with TH true Cereal Conversely, if the metrics are unstable or declining, our team conducts research and surveys to identify the underlying issues.

The TH true Cereal team has developed a budget table to evaluate the campaign's financial performance Throughout the campaign, we will compare the anticipated budget with actual spending to assess its stability, effectiveness, and profitability In the event of a negative variance between the budget and expenditures, we will investigate the causes and implement corrective measures, which may include reducing or pausing spending, utilizing contingency funds, or postponing activities.

Tiêu đề	Marketing Plan for New Product of THG - TH true CEREAL
Tác giả	Tran Huong Ly, Bui Quoc Duy, Nguyen Thi Mai Anh, Doan Duy Minh, Nguyen Ha Chi, Vu Nam Hai, Nguyen Tien Sang
Người hướng dẫn	Mr. Nguyen Huu Dang Khoa
Trường học	National Economics University
Chuyên ngành	Business Management
Thể loại	Project
Năm xuất bản	2021
Thành phố	Hanoi

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Số trang	44
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