Quản trị thương hiệu end of course report “brand management

Phuong, 2023 In the early years of establishment, Vinamilk only focused on products such as fresh milk and powdered milk to meet the milk needs of domestic customers.. Vinamilk, 2024 Vi

TABLE OF CONTENTS

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V Brand Exploratory Ÿ 14 5.1 Mental Map cccccccccccccceeeeeeseeeeees sees ceseeeeseeeeseeesaaeesseeeaaeeeeeeeeeeeeceeeeeeees 14 5.2 Brand Knowlegde . 0000200211111 1 111110 11H01 2g vn ket 15 5.2.1 Brand ` ni 15 5.2.2 Brand lmage Q02 222L SH TK 17

VI Recommendafion - c1 n TH TH HH HT TT TT TK KT KH TK kh 22 6.1 Strategic recommendatfions§ HS TH TS HH TT HE T kh 22 6.2 Tactical Recommendafion - TH n HT TT KT T tk 22 šaai5)9 5n ặ 24 APPENDIX

List of Chart

Chart 1 Have you used Vinamilk producfs y@f?2 ST hệt 10 Chart 2 Please give your opinion about Vinamilk brand products 11 Chart 3 Where do you often see Vinamilk brand products displayed?2 12 Chart 4.What is the first factor that impressed you and made you choose the Vinamilk brand? G1 1111101111111 K1 KHE KH KH KT KH K KHE k E11 K K11 KTS E11 1H KH 15 Chart 5 How do you know Vinamilk prodUCfS2 - 2511 nnn nén ky 16 Chart 6 When it comes to dairy products, what brand do you think of first? 18 Chart 7 Are you satisfied with the products of the Vinamilk brand? 20

List of Figure

Figure 1 Vinamilk's product porffolio - 2022222112 11201 2012 11 11x ry 5 Figure 2 Logo of Vinamilk - - c2 1 23v 2v 1v v1 TK ch 7 Figure 4.Slogan of VinamiÌk - c1 1111111111151 1 TT TT KT TH kg 8 Figure 5 Vinamilk's milk producfS - n0 111111 vn nn HS SH TT HS TH nhe 10 Figure 6 Mental Map Q0 000000001 n HS TH TH ST TH ng ng ng TH go kg 14 Figure 7 Brand lmage of Vinamilk 2222222212221 1 12 111111 1v ven 17 Figure 8 Over 1,300 children in Hanoi benefit from ‘Stand Tall Vietnam’ Milk Fund19

| Introduction

The dairy market in Vietnam is a market with a lot of competition, with brands jostling for a place in the hearts of consumers How to increase brand recognition is one of the most important things in the dairy market Brands play a very important role as a link between customers and products In Vietnam today, when mentioning famous milk brands, many people will certainly know Vinamilk

Vinamilk It began as a small dairy farm in 1976 but has since grown to become Vietnam's top dairy brand and a well-known dairy brand internationally Vinamilk creates long-lasting relationships across a range of industries in addition to drawing customer loyalty with its consistent commitment to quality, innovation, and sustainability (Phuong, 2023)

This research explores the various facets of Vinamilk's brand management, including marketing campaigns, strategic initiatives, and the intricate relationship between customer perception and brand identity This research seeks to illuminate the characteristics of Vinamilk's brand narrative in order to provide insight into the methods and approaches that have propelled Vinamilk to the top of the dairy sector and to suggest future directions possibilities for future growth and improvement of the brand

Il Objectives

The principal aim of this investigation is to assess the degree of brand awareness of Vinamilk in Vietnam and to pinpoint the primary variables influencing consumers’ brand recognition while discussing dairy product brands The study endeavours to assess many elements that contribute to Vinamilk's brand identity, including consumer awareness, consumption patterns, brand visibility, customer loyalty, and competitiveness with other dairy companies, using a combination of qualitative and quantitative data The study attempts to provide an objective perspective and survey data to improve brand awareness and customer engagement by analyzing strategies and the advantages and disadvantages of these strategies Vinamilk's strategy The ultimate goal is to strengthen VNM's position in the Vietnamese dairy market as a leading company in the Vietnamese dairy industry that is always remembered by everyone

Ill Background

3.1 History

One of the top dairy firms in Southeast Asia and Vietnam is Vietnam Dairy Products Joint Stock Company The business was founded in Ho Chi Minh City in 1976 as a state-owned firm.At first, VNM was just a small factory with sparse human resources (Phuong, 2023)

In the early years of establishment, Vinamilk only focused on products such as fresh milk and powdered milk to meet the milk needs of domestic customers However, after the economic reform in the late 1980s, Vinamilk made changes in its production The company began to restore facilities, research and launch many new product lines and apply advanced machinery and technology to production to improve product quality (Vinamilk, 2024)

In the 1990s and early 2000s, VNM endured rapid-fire growth and diversification of product immolations The company launched a line of dairy products including fresh milk, yogurt, rubbish and nutritive drinks currently, the Company also continuously invests in exploration and development to introduce new products that suit the preferences of Vietnamese consumers.In 2003, Vinamilk transformed from a state- owned enterprise to a joint stock company, marking an important milestone in its corporate governance structure This transition allows Vinamilk to attract foreign investment and expand operations both domestically and internationally (Vinamilk, 2024)

Vinamilk is currently the most valuable dairy brand with products that have received love and support from consumers such as Vinamilk Dielac Powdered Milk, Ong Tho Sweetened Condensed Milk, Probi Live Yeast Drinking Yogurt, Fresh Milk 100% Vinamilk sterilized, Vinamilk Yogurt has continued to be honored as a national brand product in 2022-2024

3.2 Brand Positioning

3.2.1 Vinamilk's Target Customers

In the process of developing and managing the brand, aware of the importance of milk

in consumers’ lives, Vinamilk has identified the brand's market segment spanning all ages For Vinamilk, strategic customer groups are meticulously identified and shaped Children and adolescents between the ages of 5 and 25 years are considered an important potential target group Vinamilk focuses on providing dairy products suitable for their nutritional and developmental needs through product lines such as Vinamilk Grow Plus+ and Vinamilk Probi Kids (Nam, 2022)

For the adult group, especially between the ages of 26 and 44 years old, Vinamilk provides high quality dairy products, suitable for their busy lives and nutritional needs, including product lines products such as Vinamilk Gold and Vinamilk High Calcium (Nam, 2022)

Middle-aged women (40 - 60 years old) are an important customer group that Vinamilk targets, through providing high quality dairy products and ensuring nutritional value, such as the following product lines: such as Vinamilk Sure Prevent

Finally, although not the main target audience, Vinamilk also creates dairy products suitable for the nutritional needs of the elderly, showing special respect and care for this target group, including including product lines such as Vinamilk Sure Prevent Gold for the nutritional needs of the elderly, showing special respect and care for this group 3.2.2 Point Of Differentiation With Competiors

Vinamilk combines slice-edge manufacturing ways and milk from domestic dairy granges as raw accouterments to guarantee the quality of well-known Vietnamese particulars for dairy cows to enjoy music This sets Vinamilk piecemeal from indigenous milk brands and imported milk products, which constantly warrants Vinamilk's sophisticated product ways and dependable sources of raw accouterments

Fresh milk, yogurt, and ice cream are just a many of the dairy goods and products that Vinamilk provides Vinamilk distinguishes itself from certain rivals that just concentrate on many particulars because to its variety For case, Vinamilk offers a large selection of dairy goods and milk products for guests to choose from, in discrepancy to original milk brands that only give one kind of fresh milk or one type of yogurt (Pham, 2023)

In addition to its product emphasis, Vinamilk is devoted to social and environmental protection, which helps the community develop sustainably guests will perceive this as

a good point of isolation from other rivals It's possible that other companies do not partake in Vinamilk's unvarying fidelity to social and environmental preservation or do not engage in this enterprise to the same degree (Pham, 2023)

3.2.3 Point Of Parity With Competiors

Vinamilk and its competitors in the market today all have priorities in ensuring product quality and safety in their dairy product lines, thereby meeting customer expectations

of a product for daily use without not good for your health This commitment is like a promise to consumers, increasing reliability and customer attraction in the Vietnamese dairy market (Vinamilk keeps leading in liquid milk segment, 2921)

Furthermore, Vinamilk has had a_ high level of brand recognition and trust with consumers over the years This high level of trust is built on the brand's long-standing reputation for delivering quality products

Vinamilk also has a competitive pricing strategy alongside other prominent brands in the dairy industry By ensuring thatits products are competitively priced, and with many attractive promotions, Vinamilk strives to provide products to consumers in many different market segments, further strengthening its position ourselves in the competitive dairy market

3.3 Brand Portfolio

The bulk of customer demands who are interested in milk-based goods in Vietnam may

be satisfied by the product lines in the VINAMILK brand portfolio With a range of

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dairy goods, such as yogurt, milk, fresh milk, condensed milk, etc., the product diversity has shown VNM's standing as a top dairy firm Vinamilk's brand portfolio includes many sub-brands that meet product requirements for all ages and nutritional concerns

Figure 1 Vinamilk's product portfolio

For example, Vinamilk has a Dielac milk line specifically for infants and young children, providing special formulas and complementar y foods suitable for the early stages of a child's development Vfresh juice is a brand specializing in fruits and beverages, providing consumers with options outside of dairy products, healthy products and serving on hot days Probi drinking yogurt serves consumers concerned about gut health by adding hundreds of millions of beneficial bacteria to the gut and the Ridielac product line serves well in the process of supplementing nutrients and reducing aging Anlene, focuses on bone health and calcium supplementation for middle-aged people to reduce the risk of osteoporosis

3.4 Key Challenge

VNM is facing numerous challenges in its business operations First, is competition with challengers in the same assiduity In Vietnam's dairy request, further and further

new challengers appear, putting VNM in a fierce competitive position and having to constantly ameliorate product quality to be suitable to contend with challengers in the same assiduity Alternatively, consumers’ preferences change over time guests have decreasingly different requirements and bear brands to introduce flexibly and acclimatize snappily to ensure they meet request requirements and avoid being left before Third, strengthening product and force chain operations is another important challenge VNM must ensure high-quality raw milk sources and effectively manage the product process to ensure that the final product delivered to consumers has the most perfect quality (Newspaper, 2024)

Additionally, managing brand image and reputation is a significant challenge Vinamilk needs to continuously manage and build a positive brand image among consumers while also addressing issues such as misinformation, rumors or community opposition Furthermore, technological advances and new industry trends require continuous investment and adaptation from Vinamilk to avoid falling behind its competitors

IV Brand Inventory

4.1 Brand Elements

4.1.1 Brand Name

When reading the brand name, consumers will definitely understand that this brand sells milk, it affects the minds of customers, evokes reminiscent of the brand name Besides, the brand name also contains deep meanings that consumers do not know Starting from the first 4 letters of the word " Vinamilk " is VINA, when reading, everyone clearly understands that the word VINA means short for Vietnamese national language "VI" can also be understood as Victory, in English means victory, they want to emphasize to everyone that the fierce spirit, always rising to victory is deeply ingrained in the blood

of Vietnamese people, clearly showing the beauty and national identity "MILK" is quite obvious when everyone knows it is milk, implying that all Vinamilk's products are made entirely from fresh milk In short, Vinamilk is a name that reads extremely simple and understandable, but deep inside it has a deep meaning

4.1.2 Symbolism

Vinamilk's logo has always been focused and designed by them since the establishment

of the brand, as this will be the second face of the brand The logo is quite simple, focusing on the brand name, colors and especially through the design it can be seen how successful the brand history has been since its inception

© GD om &

VINAMILK VINAMILK Niém tin vigt NO

(1976 - 2004) (2004 - nay) (2007 - 2012) (2012 - 2022) (2022 - 2023) (2023 - nay)

Figure 2 Logo of Vinamilk

As for the emblem, a rather subtle accent Two dots at the beginning of the letter "I", helping consumers feel like they are smiling at themselves, the purpose of creating a feeling of closeness and friendliness to consumers Also, pay attention to the belly of the letter "a" that looks like a drop of milk, a very characteristic sign of the brand There will be quite a few people wondering what the word "EST 1976" means, it means

"FOUNDED 1976" founded in 1976 Vinamilk would like to emphasize the time of establishment and also mark the success of the brand up to now Through the symbol of the brand, it is enough for customers to have a deep impression of how the logo design

is extremely exquisite (Vinamilk, 2024)

4.1.3 Color palette

Next comes the color, with the two main colors being blue and white, blue seems darker and more vibrant than white But with Vinamilk's design, consumers feel that white seems to stand out more Vinamilk's white text and blue-and-white background are somewhat like flowing milk to form Vinamilk's font With the brand's wishes, Vinamilk wishes to leave a deep impression in the eyes of viewers, boldly preserving the tradition

of the brand

4.1.4 Slogan

VƯƠN CAO VIỆT NAM

Figure 3.Slogan of Vinamilk

Over the past 48 years since its establishment and development, Vinamilk has changed many slogans depending on the stage of the economy But if you pay attention, Vinamilk's slogan is constructive and always inculcated in the subconscious of customers, wishing to build a better life of people (Vinamilk, 2024) Through these slogans, as a commitment and affirmation, Vinamilk will bring extremely quality products, create peace of mind for consumers and bring a better life to them List of outstanding slogans of Vinamilk through each period:

e International Quality - Vinamilk Quality

on August 15, 2023, update Vinamilk's latest data on total brand value has increased to

3 billion USD, up 6% compared to 2022 (2.8 billion USD) Affirming that Vinamilk is

the highest value food brand in Vietnam, the 6th largest brand globally Five core factors have helped Vinamilk build its strong brand: Integrity, respect, fairness, ethics and compliance (Vinamilk sixth most valuable dairy brand in the world, 2022 )

Integrity: Vinamilk's long-term customers will understand this factor, integrity and honesty about the execution of transactions This shows that Vinamilk is a highly reliable brand that creates a certain value for the brand

Respect: Respect here is respect for colleagues, respect for subordinates, respect for companies, partners Respect is also the determining factor of the success of that company

Fairness: Fairness to colleagues, employees, partners

Ethics: Work ethic is extremely important that every employee must adhere to a framework of the company's ethical values

Compliance: All acts and activities of employees must always comply with the provisions of the Law as well as the company

Through these five core values, a cultural value of the company's operations has been created Thereby creating a source of quality products, increasing revenue, especially making customers feel trustworthy about the brand, leaving a good impression in the minds of customers

4.3 Products

Vinamilk is a dairy brand with diversified products, they have fresh milk, yogurt, powdered milk Not only dairy products, Vinamilk also launched products for customers such as cheese and ice cream, with the desire to diversify products, wishing customers to have more choices for brands According to statistics from more than 50 people we surveyed, fresh milk and powdered milk products always account for the most sales of Vinamilk, showing the peace of mind and trust of customers for the brand Besides, the brand awareness of customers for Vinamilk is quite high According

to the data we collected, when it comes to dairy brands that customers know, they think

of Vinamilk first, accounting for 75%, and besides, accounting for 98.2% of customers who have used Vinamilk's products In terms of products, Vinamilk's 3 most outstanding and interested products are Vinamilk liquid milk, yogurt and powdered milk (Brand, 2024)

Figure 4 Vinamilk's milk products

Liquid milk: With many types of milk drinks with different effects and nutrients, including 100% fresh milk, organic milk, barley cocoa drink such as ADM Gold, Supper Susu, Flex, pasteurized milk All Vinamilk's liquid milk products are nutritious and healthy for all ages

Yogurt: In order to have a healthy digestive system, Vinamilk has 2 options for customers to drink and eat, depending on customers’ preferences

Powdered milk: Vinamik powdered milk meets different nutritional needs for each age, baby formula includes brands Dialac, Alpha, Grow Plus, Optimum Gold, and besides there is also adult formula such as Surprevent, Canxipro, Mama Gold

Bạn đã từng sử dung sản phẩm của thương hiệu sữa Vinamilk chưa?

4.4 Price

According to our survey of more than 50 people, it can be concluded that price is an important part of Vinamilk's purchasing awareness Vinamilk meets three criteria: delicious, nutritious and cheap, which is very suitable for Vietnamese buying behavior The popularity and sustainability of the brand only accounts for a part of their purchasing consciousness, the key factor for consumers to decide to buy Vinamilks products is price Through statistics of about 50 people measured from 1 to 4 people, the price factor accounted for the highest proportion (35/52 people) and most customers were satisfied with the price offered by Vinamilk The survey also showed that, although Vinamilk is also the leading brand among global brands, they still keep prices reasonable and affordable for Vietnamese consumers, in order t o raise their awareness

as well as buying behavior Besides, in order to achieve price success, Vinamilk has extremely interesting pricing strategies to attract customers such as maximum price strategy, competitive pricing strategy, descending price strategy, (Vinamilk keeps leading in liquid milk segment, 2921)

Hãy cho biết quan điểm của anh/chị về sản phẩm của thương hiệu Vinamilk LÍ Sao chép

mm: mã mes mm

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Gia thanh hop ly Đa dạng hương vị Dé dang tim mua Bao bi bat mat Yên tâm về chất lượng

Chart 2 Please give your opinion about Vinamilk brand products

4.5 Distribution

Currently, Vinamilk allocates goods on sales channels and means to meet the maximum demand for its products According to the survey, Vinamilk's retailers and online

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channels are always interested The e-commerce platform channel accounted for 8.8%, while the retail channel accounted for the remaining 91.2% This shows that Vinamilk's customers always prefer face-to-face experiences, while the remaining 8.8% is because customers fully trust the quality, reputation and sustainability of the brand Back to the brand, better understand Vinamilk's distribution channels, according to the latest information recently updated Currently, Vinamilk’s distribution system has reached

430 "Vietnamese Dream" chains and about 251,000 supermarkets and retailers across the country Vinamilk currently operates with 6 main distribution channels: distributors and agents, supermarkets and large stores, online channels, sales via mobile phone numbers, advertising and promotion, export The channels have achieved certain successes, helping to affirm Vinamilk's position and coverage in the Vietnamese market

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of the ten items that we recommended to survey participants, the remaining items accounted for a negligible percentage Through Vinamilk's recent media advertising channels, customers have noticed that the creativity in ideas still bears Vinamilk's identity Still the image of a dairy cow with a typical image, the core of the brand with the extremely familiar message "100% pure fresh milk" Besides, Vinamilk also has promotions integrated with media advertising such as "golden week" or "gold shopping"

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and according to information suggested by customers, most of them said that they are loyal and often use the brand's products because of such promotions, Vinamilk gives customers a feeling of priority and good care Since then, Vinamilk has been very successful in IMC tactics, raising strong awareness as well as loyalty

4.7 SWOT Analysis

4.7.1 Strength

Worthy of being a top global brand, we see through the opinions of more than 50 people, from price, quality, taste, packaging are highly appreciated by them (over 70%) Looking at Vinamilk's success, it is clear Vinamilk recently increased its brand value by $200 million compared to last year From there, it also shows that the market dominance in terms of products as well as advertising is perfect in the eyes of consumers

Dairy products, in addition to the effect of adding nutrients, they can also be used for beauty or cooking purposes Therefore, it shows the potential of the market's demand for milk is increasing We believe that Vinamilk will have many potential opportunities

in the future

4.7.4 Threats

The biggest challenge for Vinamilk is potential competitors such as TH True Milk, Nestle, These brands all supply dairy products in the same direction as Vinamilk Vinamilk is also concerned about the unstable source of raw materials, although Vinamilk has an internati onal standard dairy farm but depends on the import

of raw materials

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