Overview of the Vinamilk Brand Vinamilk is the brand of Vietnam Dairy Products Joint Stock Company, whose international trade name is Vietnam Dairy Products Joint Stock Company.. Its pro
Introduction
Overview of the Vinamilk Brand
Vinamilk is the brand of Vietnam Dairy Products Joint Stock Company, whose international trade name is Vietnam Dairy Products Joint Stock Company On August 20,
1976, Vinamilk was established based on the takeover of three dairy factories left by the previous regime, including:
- Thong Nhat Dairy Factory (formerly Foremost Factory),
- Truong Tho Dairy Factory (formerly Cosuvina Factory), and
- Dielac Powdered Milk Factory (formerly Nestlé Powdered Milk Factory) of Switzerland.
Vinamilk stands as Vietnam's top dairy producer, excelling in both sales and production Its diverse product range features essential items like liquid and powdered milk, alongside value-added offerings such as condensed milk, spoonable yogurt, drinking yogurt, ice cream, and cheese.
Most of the company’s products are provided to the market under the brand name
“Vinamilk,” which has been recognized as a “Famous Brand” and listed among the Top
100 Strongest Brands by the Ministry of Industry and Trade in 2006 Vinamilk has also been consistently voted into the Top 10 High-Quality Vietnamese Goods from 1995 to 2007.
By 2019, Vinamilk was ranked among the Top 200 Companies with Over $1 Billion
Forbes Asia has released its inaugural list highlighting companies in the Asia-Pacific region with revenues exceeding one billion dollars, where Vinamilk stands out as the sole Vietnamese representative in the food industry This recognition places Vinamilk alongside prominent players in the regional economy, underscoring its significant impact and success.
Vinamilk has successfully exported its products to over 40 countries, spanning regions such as Southeast Asia, the Middle East, and Africa Recognized by Vietnam Report (VNR) as one of the Top 5 Largest Private Enterprises in Vietnam, Vinamilk has also earned a spot in Nielsen Singapore's list of the Top 10 Most Loved Brands among Vietnamese Consumers Notably, Vinamilk leads the beverage industry as the top brand in this sector.
Objectives
Vinamilk is committed to continuous innovation in its brand and product line to uphold its leadership in Vietnam's dairy market The company aims for a revenue target of VND 63,163 billion in 2024, reflecting a 4.4% increase from 2023, alongside a pre-tax profit goal of VND 11,516 billion, which represents a 5% growth.
Brand and product innovation will help Vinamilk attract new customers, retain existing ones, and achieve sustainable revenue growth.
Expand export markets to promising countries and regions such as the USA, the
EU, Japan, and others around the globe Currently, Vinamilk exports to over 60 markets, with net export revenue in 2023 exceeding VND 5,000 billion, reflecting a 4.4% growth compared to the previous year.
Expanding export markets will drive revenue growth, enhance brand value, and mitigate risks associated with dependence on the domestic market.
1.2.3 Sustainable Development and Social Responsibility
Vinamilk is committed to sustainable development and social responsibility by focusing on reducing emissions from its farms and products while highlighting the nutritional benefits of milk for human health In 2023, the company announced its ambitious Net Zero roadmap, aiming for completion by 2050, and successfully certified three of its units as carbon-neutral under the PAS2060:2014 standard.
Commitment to sustainable development enhances Vinamilk's reputation as a trustworthy brand, attracts environmentally conscious and health-focused customers, and aligns with international standards.
1.2.4 Product Diversification and Quality Improvement
Vinamilk is dedicated to ongoing research and development of innovative products, ensuring high quality to satisfy the varied preferences of consumers Recently, the company has broadened its product range by introducing durian-flavored yogurt, which commenced exports to the Chinese market in late 2023.
Product diversification and quality improvements allow Vinamilk to expand its market, boost revenue, and strengthen its competitive position.
Vinamilk remains committed to sustainable development, enhancing brand value, and meeting the evolving needs of its consumers.
Brand Assessment
Current Brand Evaluation
– Vinamilk is Vietnam's leading dairy brand, with over 45 years of establishment and development The brand has built strong consumer trust, becoming the top choice for
Vietnamese families Vinamilk not only symbolizes quality but also represents the
Vietnamese dairy industry in the international market.
Vinamilk executes creative communication campaigns that resonate with customers through messages that are relatable, humanistic, and appealing to all age groups
Key raw materials like milk powder, nutritional supplements, and machinery are predominantly imported This dependence makes Vinamilk vulnerable to price fluctuations and disruptions in the global supply chain.
–Low market share in powdered Milk:
The infant formula segment, a highly profitable market, is still dominated by foreign brands like Abbott and Nestlé Vinamilk faces challenges in building trust and competing directly with these well-
Sponsorship of educational, health, and community programs enhances the brand's reputation and goodwill Furthermore,
Vinamilk leverages digital communication channels effectively to reach younger customers.
Vinamilk offers a diverse range of products, including fresh milk, yogurt, powdered milk, condensed milk, and specialized options such as plant-based, organic, and sugar-free varieties This extensive selection meets various nutritional requirements and supports the health-conscious preferences of today’s consumers.
Vinamilk boasts a distribution network spanning all 63 provinces, with more than
250,000 retail points, supermarkets, and convenience stores In addition, Vinamilk is strengthening its online sales channels, ensuring fast and convenient customer access.
Vinamilk has heavily invested in a system of dairy farms certified to Global GAP and
European Organic standards These large- scale, modern farms not only ensure high- quality raw materials but also contribute to environmental protection and sustainable development.
– High-quality production process with advanced technology:
Vinamilk's factories are equipped with modern production lines imported from
Europe, adhering to strict food safety standards The application of Industry 4.0 technology and automation in production allows for tight quality control, increased productivity, and reduced operational costs.
– Affordable pricing: established international brands.
– Reliance on domestic Market and Limited International Competitiveness:
Vinamilk, while dominating the domestic dairy market, faces challenges in expanding internationally Its export market share remains limited, largely depending on traditional markets such as the Middle East and Cambodia The company's attempts to penetrate more competitive markets like Europe and the U.S are hindered by strict regulatory standards and a lack of brand recognition.
Vinamilk's reliance on imported raw materials, such as milk powder and additives, exposes the company to risks from exchange rate fluctuations and import tax policies This dependency can lead to increased production costs, ultimately diminishing the company's price competitiveness in the market.
The presence of other local players like TH True Milk, Mộc Châu Milk, and numerous small and medium-sized dairy companies poses a threat to Vinamilk’s market share in Vietnam.
Vinamilk is experiencing slow growth in value-added products, despite the rising popularity of premium segments such as formula milk, organic milk, and plant-based milk This lack of strong dominance in these trending markets may result in missed opportunities for higher profits.
– Overreliance on Traditional Retail Channels:
While Vinamilk has a broad distribution network, most products are sold through traditional retail channels Underutilizing e- commerce platforms may hinder the company from capturing younger generations of consumers.
– Rising Labor and Operational Costs:
Vinamilk provides a diverse range of products at affordable prices, catering to customers from various income levels, including both low and high-income groups Its adaptable pricing strategy allows the brand to effectively penetrate both rural and urban markets, ensuring it remains competitive in the industry.
Vinamilk is actively expanding its international presence by exporting products to more than 60 countries and regions Strategic partnerships with top global dairy companies not only elevate Vinamilk's brand value but also solidify the reputation of Vietnamese dairy on the global stage.
– Strong research and development (R&D) team:
Vinamilk invests in an experienced R&D team that consistently innovates and launches new products to meet modern nutritional needs and consumer trends.
Vinamilk actively participates in charitable activities and community support programs, notably the “School Milk Program” and the
“Vietnam Rising Milk Fund,” contributing to improving child nutrition across the country.
Annual increases in production and operational costs, coupled with the pressure to maintain competitive pricing, have a negative impact on profit margins.
– High Market Demand and International
The rising demand for milk and nutritional products, especially in developing markets like Southeast Asia and the Middle East, provides significant opportunities for
Vinamilk to expand high-value product lines such as organic milk, plant-based milk, and functional products Additionally, increasing
Vietnam's dairy market is fiercely competitive, featuring prominent local brands such as TH True Milk, Mộc Châu Milk, and Nutifood, alongside international leaders like Abbott, Nestlé, FrieslandCampina, and Mead Johnson, all of whom are rapidly expanding their presence This intense competition places significant pressure on Vinamilk to maintain its market share while continuously innovating Additionally, the country's growing population and expanding middle class further bolster opportunities for international market expansion.
Vietnam's government is actively promoting the development of agriculture and dairy farming through financial incentives, technological support, and investment in high-tech agricultural projects Programs like
"School Milk" and encouragement for local product consumption offer Vinamilk opportunities to further penetrate the domestic market.
The post-pandemic rise in online shopping presents Vinamilk with significant opportunities to enhance its e-commerce channel, facilitating easier access for customers This development enables the company to launch exclusive products, offer gift packages, and implement online promotions, ultimately driving increased sales.
– Green Consumption and Organic Product
With consumers prioritizing natural, safe, and environmentally friendly products,
Vinamilk can focus on expanding organic, sugar-free, and plant-based milk lines to align with sustainable health trends.
Vinamilk has the potential to collaborate with leading global dairy companies, which would facilitate technology transfer and improve its international competitiveness These partnerships may involve joint ventures, sourcing of raw materials, or the establishment of production facilities abroad.
– Advancements in Science and Technology:
Intelligence (AI), and Big Data offer Vinamilk opportunities to improve production efficiency, optimize the supply chain, and
Volatility in raw milk prices, particularly for imported milk powder, is significantly affected by global market dynamics, including geopolitical tensions, pandemics, and environmental challenges This price fluctuation can lead to increased production costs and reduced profit margins for businesses Additionally, there is a noticeable shift in consumer preferences towards imported brands, reflecting changing market trends.
Vinamilk, a prominent local brand, is encountering competition from imported products that attract younger consumers and middle-class buyers looking for premium options Furthermore, the growing trend of plant-based milk and alternative nutritional beverages poses a significant challenge to traditional dairy products.
The dairy industry faces stringent regulations concerning food safety, hygiene, and quality, making it essential for companies like Vinamilk to remain compliant Any shifts in production standards, import tax policies, or advertising restrictions could significantly affect their operations To thrive in this dynamic environment, Vinamilk must demonstrate flexibility and be prepared to increase investments to adapt swiftly to new regulations.
– Pressure for Product Innovation and Development:
To maintain its leadership position, Vinamilk must continuously innovate and develop products that meet market trends This necessitates significant investment in research and development, as any delays in product launches could result in a competitive disadvantage.
– Environmental and Climate Change Impacts:
The dairy farming sector is vulnerable to environmental conditions and climate change Unpredictable weather can affect milk production and input quality, making it enhance customer experiences.
– Shift in Consumer Habits Post-pandemic:
The increased focus on health, immunity, and wellness opens up opportunities for
Vinamilk to develop new products, such as fortified milk with probiotics or nutritional supplements for all age groups. difficult to maintain a stable supply chain. – Risks in E-commerce and Digital
As Vinamilk enhances its online sales channels, it faces fierce competition on e-commerce platforms To avoid falling behind more innovative and agile brands, the company must prioritize substantial investments in digital transformation and improving customer experience.
Competitive landscape
● Strategy: Focuses on the quality of pure fresh milk with the brand message of
"clean milk." TH True Milk emphasizes its commitment to non-use of growth hormones and heavily invests in advanced production technology and internationally standardized dairy farms.
● Positioning: Regarded as a direct competitor to Vinamilk in the fresh milk segment, TH True Milk highlights the natural origins and quality of its products.
● Market perception: Consumers highly value TH True Milk’s commitment to quality and transparency, viewing it as a safe and healthy choice.
● Strategy: Offers milk powder and nutritional products for children, with a strong focus on product development based on nutritional science.
● Positioning: Targets the powdered milk and infant formula segment, building a brand image of global trust and quality.
● Market perception: Consumers trust Nestlé’s reputation and product quality, especially in providing nutritional solutions for children.
● Strategy: Specializes in nutritional products and milk powder for children, leveraging its strength in research and development.
● Positioning: Focused on the powdered milk and child nutrition segment, Abbott brands itself as an expert in nutrition.
● Market perception: Consumers appreciate Abbott’s high-quality products and nutritional effectiveness, particularly in supporting child development.
Customer insights
Vinamilk has effectively built brand awareness through diverse marketing campaigns focused on Vietnamese families For example, the "Vinamilk 40 years – Soar High
In 2016, the "Vietnam" campaign focused on promoting the happiness and well-being of Vietnamese children by emphasizing the role of pure fresh milk in their physical and intellectual development The initiative highlighted how Vinamilk's high-quality products contribute to raising healthy and happy children, reinforcing the importance of nutrition in their growth.
This group is a primary consumer of Vinamilk’s products, driven by the need for nutritional supplements that support both physical and cognitive development.
Adults in this age group are interested in healthy living trends and are often attracted to promotions They prioritize products from trusted brands.
Concerned with products that benefit their health, particularly calcium-enriched products for bone strength and osteoporosis prevention They prefer reputable brands.
Vinamilk actively engages its audience on Facebook by showcasing product advertisements, promotions, and contests on its fan page, highlighting the advantages customers can experience from its offerings The use of striking and distinctive visuals plays a crucial role in enhancing this marketing strategy.
The "Millions of Glasses of Milk, Millions of Happy Smiles" campaign has garnered enthusiastic responses from the online community within just 10 days of its launch, indicating strong engagement and positive interactions from customers This success highlights Vinamilk's effective branding and marketing strategies, which resonate with diverse consumer segments and foster customer loyalty By emphasizing health, quality, and community-focused messages, Vinamilk reinforces its reputation as a trusted and beloved brand.
Brand Vision, Mission, and Positioning
Brand vision
"To become the leading symbol of trust in Vietnam for nutritional and health products that serve human life."
This long-term ambition reflects Vinamilk's desire to lead the Vietnamese market, providing high-quality nutritional and healthcare products that meet the increasing needs of consumers.
Brand mission
Vinamilk is dedicated to delivering premium nutrition to the community, reflecting its deep respect, love, and responsibility towards human life and society This commitment underscores Vinamilk's mission to provide high-quality nutritional products while actively demonstrating social responsibility and care for the community.
Brand positioning statement
This reflects Vinamilk's commitment to improving the quality of life and health for the Vietnamese people through its nutritional products, while also reflecting its responsibility and mission to consumers.
Unique value proposition (UVP)
Vinamilk has unique values that differentiate it from competitors:
Vinamilk is dedicated to delivering high-quality nutritional products that adhere to international standards, prioritizing consumer safety and health benefits With over 45 years of experience, Vinamilk has gained the trust of consumers worldwide.
Vinamilk boasts a comprehensive nationwide distribution network, making its products easily accessible to consumers The brand is committed to continuous innovation and the development of new products that cater to diverse needs and align with modern consumer trends.
Vinamilk boasts a vast distribution network throughout the country, ensuring convenient access to its products for consumers The brand is committed to innovation, consistently researching and developing new offerings to cater to the diverse needs and evolving trends of modern consumers Furthermore, Vinamilk actively engages in community initiatives, highlighting its dedication to social and environmental responsibility.
Brand identity
Brand name
Vinamilk, derived from "Vina" (short for Vietnam) and "milk," embodies the company's dedication to delivering high-quality dairy products to the Vietnamese population This brand name highlights Vinamilk's commitment to providing superior nutrition while aligning with its core values and mission.
Logo and visual identity
On July 6, 2023, Vinamilk revealed a new brand identity, moving away from its longstanding cheerful cow image after 47 years The updated logo features a minimalist and modern design, characterized by bold and clear typography that conveys trust and professionalism Its primary colors, "Vibrant Blue" and "Sweet Cream," are complemented by a tropical palette inspired by Vietnamese culinary culture, creating a striking visual impact that resonates with consumers.
Particularly, Vinamilk has introduced three custom-designed fonts, along with a system of patterns and a library of hand-drawn illustrations, bringing to life a vibrant
In the vibrant landscape of Vietnam, from bustling city alleys to exquisite culinary delights and colorful gift baskets, Vinamilk showcases its unique story and message through exclusive designs These creations resonate authentically and cohesively, particularly in an age where artificial intelligence is increasingly prevalent.
The new logo of Vinamilk.
Brand tone and message
Vinamilk represents the "Caregiver" brand archetype, showcasing a strong commitment to enhancing the health and well-being of its consumers The brand emphasizes the delivery of high-quality dairy products that fulfill the nutritional requirements of families With a focus on trust, community, and support, Vinamilk consistently demonstrates its dedication to consumer health, particularly in Vietnam.
Vinamilk exemplifies the "Caregiver" archetype through its unwavering commitment to consumer health and nutrition The brand prioritizes quality in its products, aiming to enhance overall wellness A notable initiative is the "Sữa học đường" (School Milk Program), which provides milk to students throughout Vietnam, showcasing Vinamilk's dedication to community support and development.
Vinamilk positions itself as a reliable and safe brand in the dairy industry, earning consumer trust through high-quality products The brand emphasizes its commitment to family health, fostering a connection that evokes a sense of closeness and familiarity among consumers.
Vinamilk's communication strategy emphasizes health-oriented messaging, highlighting the nutritional advantages of its products By positioning itself as a significant contributor to public health promotion, the brand effectively reinforces its commitment to consumer well-being.
Vinamilk collaborates with nutrition experts to deliver accurate and beneficial information, enhancing its credibility and commitment to community well-being These initiatives reinforce Vinamilk's identity as a responsible brand dedicated to the health and prosperity of families.
Vinamilk maintains a friendly and sincere tone in its communications, using clear and accessible language that resonates with a diverse audience, including children and the elderly The company's communication style highlights its commitment to quality products while celebrating the rich culture and people of Vietnam.
Vinamilk's new visual identity marks a pivotal advancement in its marketing strategy, showcasing the brand's unwavering dedication to innovation and improved product and service quality This transformation has garnered positive market feedback, reinforcing Vinamilk's strong presence in both the Vietnamese and international dairy sectors.
Notable melodies include "Mắt sáng dáng cao" and "Vươn cao Việt Nam "
Slogans
Below are the slogans used by Vinamilk throughout different periods:
From July 2023 to present: "EST 1976"
And the most famous current slogan of Vinamilk is
Famous Vinamilk Slogan – "Rising Vietnam"
BrandKey Model
Root Strength
Root strength encompasses the essential values that shape a brand's identity, serving as a robust foundation for sustainable growth and resilience This strength is reflected in the company's communications, declarations, and the deliberate actions it undertakes.
For established brands, root strength is crucial, as it enables them to differentiate themselves and maintain a prominent position in consumers' minds This enduring value, which newer brands often lack, serves as a long-term asset that is difficult to lose or replace.
Founded in 1976, Vinamilk is dedicated to delivering high-quality nutritional products that enhance the health and stature of the Vietnamese population The company's core strength is derived from its commitment to product quality, international-standard dairy farms, and advanced production processes Currently, Vinamilk operates 13 farms housing over 160,000 cows, guaranteeing a consistent and high-quality supply of fresh milk.
Competitive Environment
The competitive environment encompasses all the factors, including competitors, that directly affect the brand This may include business potential, market segment size, and leading industry brands.
Currently, Vinamilk holds the largest market share in many important product categories such as liquid milk, fresh milk, condensed milk, and yogurt However,
Vinamilk faces significant competition in the powdered milk and liquid milk sectors. Furthermore, the company is also under pressure in competitive segments such as fruit juices and soy milk.
The Vietnamese dairy market is intensely competitive, featuring numerous domestic and international brands Vinamilk stands out as a market leader, commanding approximately 58% of the liquid milk sector and 80% of the condensed milk market To sustain its dominance, Vinamilk focuses on continuous product innovation, portfolio expansion, and enhancement of service quality.
Vinamilk is also operating and providing products in over 50 countries, including theU.S., Cambodia, Laos, Poland, New Zealand, the Philippines, and China
Target Audience
The target audience is the specific group of customers that a brand seeks to engage, consisting of individuals who view the brand's product as their preferred option To effectively identify this audience, brands should go beyond basic demographic data and delve into customer behaviors, attitudes, needs, life perspectives, and deeper concerns.
Identifying the target audience accurately is crucial for brands to formulate successful strategies in their industry Vinamilk's branding approach segments customers by age, enabling the creation of tailored product lines that meet the specific needs of each demographic group.
● Powdered milk for children: Dielac Alpha Step 1 (0-6 months), Dielac Alpha Step 2 (7-12 months), Dielac Alpha 123 (1-3 years), Dielac Alpha 456 (4-6 years)
● Milk for pregnant mothers: Dielac Mama, Dielac Optimum Mama
● Milk for adults: Vinamilk CanxiPro, Vinamilk Sure Prevent, Vinamilk Weight Loss
● Milk for seniors: Vinamilk Sure Prevent new – Health recovery, complete happiness
Consumer Insight
Insight helps a brand understand the core questions, such as:
● What do customers truly need and want?
● What is the current market demand?
● How can the brand's product solve customer problems?
● How do customers interact with the brand's products and services?
Insight in brand positioning refers to the truth or subconscious needs customers seek
To gain accurate insights, the brand must empathize and offer unique, long-term solutions that align with future development trends.
"In marketing, don’t just create new ideas Study the hidden fears of customers, that’s the real insight."
Vinamilk has meticulously researched its branding strategy, revealing that the urban population constitutes 29.6% of the total population and continues to grow This demographic, characterized by high population density and stable income levels, facilitates more efficient product distribution in urban areas.
Vinamilk understands that urban consumers prioritize health, leading them to select milk as a preferred family beverage and stay loyal to a trusted brand Notably, Vinamilk's fresh milk product line dominates the market, holding an impressive 80% share in both Hanoi and Ho Chi Minh City.
The health care trend in Vietnam is on the rise, with increasing rates of obesity and diabetes linked to unhealthy lifestyles, particularly among children, where the obesity rate for those under 15 years old reaches 21% Seniors are also affected, with an obesity rate of 18% Furthermore, stunting and malnutrition remain significant issues, especially in rural and mountainous areas, affecting 13% of children in these regions who often cannot afford milk products.
The 3-Nos Health Gift from Vinamilk
Benefits
Benefits encompass the functional and emotional values a brand offers to satisfy customer needs and drive purchasing decisions To create differentiation and ensure long-term value, these benefits must be anchored in the brand's core strengths.
Vinamilk's dairy products are rich in calcium, with each 100ml of Vinamilk 100% fresh milk containing 120mg of this essential mineral, making it ideal for children's growth In addition to calcium, the milk is packed with vital vitamins A, D, and B, along with minerals like Magnesium and Phosphorus These nutrients work together to enhance the immune system, support nervous system development, and maintain essential metabolic processes in the body.
In addition to consuming milk daily for healthy skin and body, women can also use milk to wash their faces and apply masks about twice a week.
It can be used for drinking, but can also be applied in beauty treatments
Brand Values, Beliefs, and Personality
A brand embodies unique values, beliefs, and personality traits, making it distinct from others These characteristics are shaped by the target audience, guiding the brand's communication style To effectively connect with consumers, a brand must adopt a friendly and inspiring tone in its messaging.
Vinamilk's products embody an eco-friendly and accessible essence, becoming essential to daily life Their cheerful TV commercials and catchy jingles effectively promote health awareness among consumers, encouraging a focus on well-being.
The products provide all the essential vitamins and minerals for the health and development of the entire family, pure from nature, delivering good things easily and simply every day.
Reason to Believe
Vinamilk operates state-of-the-art farms and factories that adhere to international standards, utilizing advanced production technology The company has earned numerous quality and food safety certifications, including ISO 9001, ISO 22000, and HACCP Furthermore, Vinamilk has been recognized by Forbes as one of the Top 50 Best-Listed Companies in Vietnam.
Differentiator
What makes the brand unique is the factor that creates strong competition in the market.
Vinamilk prioritizes product quality management by implementing advanced management systems like BRC and ISO 17025 This rigorous approach ensures comprehensive oversight at every stage of production, guaranteeing that all Vinamilk products are safe and meet high standards.
Vinamilk has always prioritized a reliable supply of high-quality milk by establishing sustainable partnerships with suppliers through a comprehensive evaluation system The company also provides financial assistance to farmers for purchasing dairy cows, ensuring they can deliver premium milk at competitive prices.
Vinamilk prioritizes the strategic selection of central milk collection locations to guarantee consistently high-quality milk Additionally, the company imports powdered milk from Australia and New Zealand to fulfill both quantity and quality requirements.
The largest GLOBAL GAP certified dairy farm system in the Asia region
Brand Essence
The core values of a brand are the factors that cannot be changed by any other elements, and all of the company’s activities must revolve around these values.
Over the course of more than 47 years of brand development, Vinamilk’s core values have been closely associated with traits such as: Integrity – Respect – Fairness – Ethics – Compliance.
Vinamilk has successfully established itself as a leading symbol of trust in Vietnam's nutritional and health products through effective communication strategies and practical actions that prioritize human well-being.
Brand Building and Marketing Tactics
Content Strategy
- Increase Brand Awareness: Create content that aligns with the needs and habits of the target audience, especially Vietnamese families and health-conscious consumers.
- Boost Sales: Encourage consumers to choose Vinamilk’s dairy products and nutritional food through detailed information and the benefits of the products.
- Build Trust and Long-Term Relationships: Provide genuine, easy-to-understand, and memorable messages to create strong connections with customers.
- Enhance Community Value: Participate in campaigns related to nutrition, health, and child development.
- Mothers with young children (25 – 40 years old): Seek nutritional products and health care for their children.
- Health-conscious consumers (30 – 50 years old): Invest in the health of their family and themselves.
- Young people (16 – 30 years old): Interested in healthy products for body care, skin care, and social media experiences.
- "Secrets for Raising a Well-rounded Child with Vinamilk Milk": Share information about Vinamilk products, how to incorporate them into children's diets, and their nutritional benefits.
- "Why Vinamilk Milk is the Best Choice for Vietnamese Families": Health benefits and sustainable development of Vinamilk milk products.
- "Children’s Nutrition Plans": Guidelines for diets, the benefits of milk, and nutritional products in physical and intellectual development.
- Publish on Vinamilk's website and popular blogs in the nutrition and parenting sectors.
- SEO Optimization: Use keywords such as “comprehensive growth milk,” “milk for children,” “Vinamilk nutrition.”
Video about a Vietnamese family: Telling a heartwarming story of a mother and grandmother taking care of a child together, emphasizing the role of nutrition from Vinamilk milk in children’s growth.
Use of relatable music: The song "Vợ Người Ta" by Phan Mạnh Quỳnh to connect emotionally with viewers and make the ad memorable.
Broadcast on TV: The ad will be aired on national and local television channels to reach a large audience.
YouTube and Facebook: Share the video on YouTube and Facebook, potentially running paid video ad campaigns.
TikTok: Create short, fun videos that are easy to share, designed to capture the attention of younger users.
Vinamilk family stories: Encourage consumers to share stories about their families and how Vinamilk supports the growth of their children.
Expert advice from nutritionists: Provide information from doctors and nutrition experts about the role of milk in children's development.
- Short images and videos: Post short videos showcasing happy family moments while using Vinamilk products.
- Contests and mini-games: Host contests sharing “Vinamilk Family Stories” with attractive prizes.
- Livestream: Organize livestreams with nutrition experts, famous moms, or influencers in the health field to share tips on child care and nutrition.
- Website: Regularly update with blog posts, video ads, and nutrition-related articles on the Vinamilk website.
- Social Media: Strengthen content on Facebook, Instagram, TikTok, and YouTube to reach the target audience.
- Paid Ads: Run video ad campaigns on YouTube, Facebook, and TikTok to increase brand awareness.
- Email Marketing: Send newsletters with new product information, highlights, and promotions.
Evaluating the effectiveness of communication campaigns across various channels enables businesses to gauge success and refine their strategies The television campaign reached an audience of 5 million, airing three times daily over four weeks, showcasing extensive coverage Additionally, the average viewer engagement was notable, with audiences watching an average of 25 seconds of the 30-second advertisement, indicating strong viewer interest.
The video garnered impressive traction across platforms, achieving 1.5 million views on YouTube and Facebook with completion rates of 70% and 65%, respectively, and 10,000 shares, indicating strong viral potential TikTok attracted younger audiences with 800,000 views, a 15% engagement rate, 80,000 likes, and 5,000 comments The website post drew 50,000 visits, with users spending an average of 3 minutes on the page and a bounce rate of 40%, reflecting engaging content Additionally, social media posts reached 350,000 people and generated 10,800 interactions, showcasing high interest and engagement, while the follower count increased by 8,000, expanding the potential customer base.
Email marketing demonstrated strong performance with a 25% open rate and a 5% click-through rate, surpassing industry standards, while maintaining a low unsubscription rate of 0.5% These positive metrics highlight the campaign's effectiveness and provide valuable insights for shaping the business's long-term communication strategy.
Social Media Strategy
6.2.1 Consistent Message – "Vươn cao Việt Nam"
Vinamilk has consistently embraced the slogan "Vietnam Soars," which is evident in its advertising campaigns and community initiatives A prime illustration of this commitment is the "Vietnam Milk Dream" program, aimed at establishing an international-standard dairy farm system, solidifying Vinamilk's position as the largest dairy producer in Vietnam.
Vinamilk has collaborated with numerous "Sữa học đường" (School Milk) programs across various provinces, enabling millions of students to enjoy fresh milk daily This initiative significantly supports the physical development of the younger generation while fostering a strong bond between the brand and consumers, thereby enhancing trust in its quality and commitment to public health.
Vinamilk's campaign "A Million Cups of Milk, A Million Joys" on Facebook generated millions of interactions and shares, engaging the community in providing milk to underprivileged children The initiative featured mini-games, promotions, and charitable activities, leading to a remarkable 20% increase in followers on Vinamilk's page within just three months.
Vinamilk effectively utilized Instagram to market its nut milk and organic milk products by sharing captivating images and short videos that highlight the production process The campaign titled "Sống xanh cùng Vinamilk" ("Live Green with Vinamilk") featured vibrant natural visuals and promoted a healthy lifestyle, successfully engaging a youthful audience Notably, Reels videos showcasing ways to integrate Vinamilk into a nutritious diet garnered thousands of likes and saves.
On LinkedIn, Vinamilk focused on sharing business achievements, CSR (Corporate Social Responsibility) activities, and senior-level job openings For example, a post about
Vinamilk's Global G.A.P.-certified farm system was widely shared within the business community, reinforcing Vinamilk's leadership position in the Southeast Asian dairy industry.
The "Milk Reaching Higher - Vietnam Reaching Higher" campaign effectively utilized Facebook, Instagram, and LinkedIn, adapting content formats while maintaining a consistent message and imagery across all platforms This uniformity, seen in television commercials, social media posts, and live events, has enhanced brand recognition and fostered consumer trust and loyalty.
The campaign "Sống khỏe mạnh cùng Vinamilk" ("Live Healthy with Vinamilk") garnered over 1 million interactions on Facebook during the first two months Additionally,
Vinamilk experienced a significant 30% growth in Instagram followers following the launch of its "Vinamilk Nut Milk" campaign Additionally, the company's LinkedIn page attracted over 500 job applications for senior positions after sharing a video that showcased its workplace environment and corporate culture.
Collaborating with Influencers
In contemporary marketing, brand and artist collaborations significantly enhance brand visibility and strengthen audience engagement A notable instance is the Vinamilk campaign featuring singer Bích Phương, titled "Ly cà phê sữa thính" ("The Coffee Milk Lyric"), which achieved over 30 million YouTube views The success of this campaign stemmed from the strategic selection of Bích Phương to endorse Vinamilk’s condensed milk, coupled with an effective collaboration strategy, appropriate product choice, and innovative content creation.
6.3.1 Collaboration Goals between Vinamilk and Bích Phương
The collaboration goals between Vinamilk and Bích Phương need to be clearly defined to ensure the campaign reaches its maximum potential Building on the success of the
The "Ly cà phê sữa thính" campaign aims to enhance the success of Vinamilk's condensed milk products, particularly the Southern Star Condensed Milk This initiative focuses on increasing brand awareness and driving sales, especially during festive periods and the love season when the demand for coffee milk peaks.
Vinamilk partners with Bích Phương to engage a vibrant, youthful audience passionate about music and entertainment This collaboration leverages Bích Phương's influence within the youth community, enhancing Vinamilk's connection with this key demographic.
The success of the collaboration six years ago with singer Bích Phương
Selecting the right product for promotion is essential in the collaboration between brands and artists Given the success of their previous campaign, Vinamilk should extend its partnership with Bích Phương to market the Ngôi Sao Phương Nam condensed milk This versatile product is ideal for making milk coffee and is popular during holidays and festive occasions Additionally, Ngôi Sao Phương Nam condensed milk aligns perfectly with Bích Phương's image, fostering a strong connection with consumers, especially among the younger audience.
In addition to Ngôi Sao Phương Nam, Vinamilk's Ông Thọ condensed milk is a popular choice among consumers, particularly for preparing milk coffee This established brand has a strong market presence and is favored for its quality Both products offer significant opportunities for fostering customer loyalty, especially during festive seasons when the demand for milk-based beverages surges.
A key aspect of the collaboration strategy between Vinamilk and Bích Phương is the creation of innovative content, exemplified by the "Ly cà phê sữa thính" campaign By merging music with their products, they effectively capture audience attention and foster emotional connections with consumers Music videos and entertaining content featuring Bích Phương alongside Vinamilk's condensed milk products are designed to resonate with the target audience and communicate the brand's commitment to quality.
To effectively engage the younger demographic, content must align with current trends while integrating Bích Phương’s music with various entertainment elements This approach not only enhances the appeal of the campaign but also aids in product recall for consumers By fostering an emotional connection through music and product imagery, Vinamilk can create a lasting impression on its customers.
6.3.4 Enhancing Engagement on Digital Platforms
To effectively promote a campaign and reach the intended audience, leveraging social media platforms like YouTube, Facebook, and Instagram is essential These channels facilitate content distribution while fostering consumer engagement, sharing, and community building around the product.
Bích Phương's significant fan base on social media platforms will greatly enhance the campaign's reach and effectiveness Engaging competitions, mini-games, and promotional activities can motivate consumers to share and advocate for Ngôi Sao Phương Nam condensed milk, boosting brand awareness and affinity These initiatives will not only foster increased engagement but also help establish a lasting relationship between the brand and its customers.
Measuring the effectiveness of the campaign is crucial for evaluating its success Key metrics such as views, engagement levels, and sales figures should be tracked to provide Vinamilk and Bích Phương with a clear assessment of the campaign's results This data will enable them to adjust strategies as needed, and regular monitoring will facilitate the optimization of future collaboration efforts.
The collaboration between Vinamilk and Bích Phương to promote their condensed milk products, particularly Ngôi Sao Phương Nam and Ông Thọ, is a strategic move aimed at increasing brand visibility and sales By focusing on carefully selected products, innovative content creation, and enhanced digital engagement, this campaign is poised for success, fostering a strong connection between the brand and its consumers The synergy of Bích Phương's musical influence and Vinamilk's high-quality offerings is expected to yield substantial benefits, propelling the growth of both brands in the future.
Brand Promotion Plan
To effectively promote Ngôi Sao Phương Nam condensed milk, Vinamilk should leverage social media platforms such as Facebook, Instagram, YouTube, and TikTok by sharing captivating content that highlights the product's nutritional benefits and brand narrative Collaborating with KOLs and influencers can significantly enhance brand visibility and engagement, particularly among the younger demographic With approximately 76 million internet users in Vietnam in 2023, over 70% of whom are active on social media, focusing on platforms like Facebook and Instagram is essential for directly connecting with the target audience.
Vinamilk can enhance brand awareness and product trust by partnering with influential food and nutrition creators on platforms like Instagram and TikTok By leveraging their large followings, these influencers can produce engaging product trial videos and share creative coffee milk recipes featuring Ngôi Sao Phương Nam, effectively promoting the brand to a wider audience.
Utilize Google Ads and display ads on health, nutrition, and healthy lifestyle websites to target potential customers.
Online advertising offers the ability to tailor campaigns for specific customer segments By utilizing Google Ads, Vinamilk can effectively reach users interested in nutrition, healthy eating, and premium dairy products.
According to research by WordStream, paid ads on Google can grow traffic by 200-300% for brands, demonstrating the significant potential of this advertising method in attracting new customers.
Send promotional emails about new products, special offers, and educational content about nutrition to registered customers.
Email marketing is an effective strategy for nurturing relationships with current customers, offering a significant return on investment (ROI) According to Campaign Monitor, businesses can expect an impressive average return of $42 for every $1 invested in email marketing campaigns.
Vinamilk can send emails with information about new products such as Ngôi Sao
Phương Nam condensed milk, coffee milk recipes, along with special promotions during festive seasons.
Place ads in reputable magazines and newspapers related to health, family, and consumer products to reach readers interested in nutrition.
Traditional print advertising remains vital for engaging middle-aged consumers and those less active online As reported by Statista, 66% of consumers continue to trust information sourced from magazines and newspapers.
Vinamilk can partner with publications like Health and Life and Women’s Health to promote Ngôi Sao Phương Nam condensed milk, emphasizing its nutritional advantages and commitment to product safety.
Distribute flyers and posters in supermarkets, convenience stores, and shopping centers to enhance brand recognition at points of sale.
Flyer and poster advertising effectively connects products with customers, particularly in retail environments This cost-efficient advertising method creates a significant impact at key customer interaction points.
Vinamilk can place posters or flyers at major retail outlets like Big C or VinMart to attract consumers’ attention while they’re shopping.
Air TVCs (television commercials) on popular channels, especially during prime time, to reach a large audience.
Television remains a powerful advertising medium, especially for middle-aged and older audiences According to Nielsen, over 90% of Vietnamese people aged 18-54 still watch
Vinamilk can air TVCs promoting Ngôi Sao Phương Nam condensed milk during prime time on national TV channels such as VTV1 or VTV3, reaching a broad audience.
Air ads on national and local radio stations to reach a diverse customer base.
Radio advertising allows Vinamilk to engage with customers who may not be watching
TV or using the internet According to a Nielsen survey, 54% of Vietnamese people listen to the radio in their daily activities.
Radio stations like VOV or local stations would be ideal choices for airing ads about Ngôi Sao Phương Nam condensed milk in entertainment or news programs.
Air TVC ads on popular TV channels, especially during prime time, to reach a large audience.
Television remains a powerful advertising medium, particularly for middle-aged and older generations According to Nielsen, over 90% of Vietnamese people aged 18-54 still watch television daily.
Vinamilk can air the TVC ad for Ngôi Sao Phương Nam condensed milk during prime time on national channels like VTV1 and VTV3 to attract attention from a broad audience.
Vinamilk utilizes radio advertising on both national and local stations to effectively engage a wide-ranging audience This strategy allows the brand to connect with potential customers who may not be consuming content through television or online platforms According to a Nielsen survey, 54% of the Vietnamese population tunes into the radio every day, highlighting its significance as a medium for reaching diverse consumers.
Radio stations like VOV and local stations would be ideal platforms for airing the ad for Ngôi Sao Phương Nam condensed milk during entertainment or news programs.
Organize discount, gift, or point-accumulating programs for customers purchasing products to stimulate consumption.
Promotions help boost consumer demand and increase sales revenue According to a Shopify survey, 60% of customers stated they would buy products if there was a promotion.
Vinamilk can organize promotions like “Buy Ngôi Sao Phương Nam condensed milk, receive attractive gifts” or offer free gifts with purchases during holidays.
Organize online and offline events such as nutrition seminars, cooking classes, or participate in trade fairs and exhibitions.
Live events help customers understand the product better and build stronger relationships with the brand These events also provide opportunities for customers to experience the product firsthand.
Vinamilk can organize cooking workshops using Ngôi Sao Phương Nam condensed milk or participate in nutrition fairs to promote the product directly to consumers.
6.4.6 Measurement and Evaluation of Effectiveness
Use analytics tools to track the effectiveness of advertising campaigns across different platforms and adjust strategies accordingly.
Data analysis helps monitor the effectiveness of advertising campaigns Tools like
Google Analytics or Facebook Insights will track customer engagement and behavior.
These tools provide insights into website traffic, user interaction, and the overall success of campaign elements across various channels.
Conduct surveys to collect feedback from customers regarding their awareness and impressions of the brand following the promotional campaigns.
Customer surveys provide direct information on the level of brand awareness and customer preference for the product.
Vinamilk can send surveys via email or social media platforms to gather feedback and refine future marketing strategies.
Budget Allocation and Timeline
Brand Budget
The proposed budget is 1.8 billion Vietnamese dong (VND).
Design Costs 360,000,000 Logo Design (100 million VND) Ensures a prominent brand image
(120 million VND) Packaging helps with easy product recognition
(140 million VND) Creates a professional, user- friendly website
Costs for personnel managing and promoting
Email Marketing Campaign (200 million VND)
Content creation and email marketing
Blog and Video Content Creation Video and articles to boost brand recognition
Costs for collaboration with influencers on platforms
Advertising Costs 500,000,000 Google Ads (150 million VND) Reaching customers through search ads
Image and video ads on social media platforms
(100 million VND) Expanding reach to a broader audience
Print Media Advertising (100 million VND)
Increasing brand visibility through media
(140 million VND) Design and creative work
Responsible for strategy and campaign management
Training employees to improve skills
(20 million VND) Equipment needed for filming and photography
(20 million VND) Costs for maintaining and operating advertising activities
Implementation Phases
● Phase 1: 1-3 Months – Research, Content Development, and Initial Promotion
January (01/2025) – Research and Content Development
Prior to launching the campaign, conducting market research is essential to uncover consumer trends regarding condensed milk in the target regions A thorough analysis of key competitors, including Sữa Ông Thọ and Vinamilk, will highlight their strengths and weaknesses, enabling the development of a robust competitive strategy.
Content development will kick off with blog posts highlighting the advantages of Ngôi Sao Phương Nam condensed milk and featuring recipes that incorporate the product Additionally, promotional videos will be created to showcase the product and its benefits to consumers.
Eye-catching promotional images and short advertising videos will be created for online platforms such as YouTube, Facebook, and Instagram.
February (02/2025) – Design and Production of Advertising Content
Invest in creating banners, video ads on the Vinamilk website and e-commerce platforms, and produce a 30-second TVC to air on television during prime time.
Produce advertising videos for YouTube, Facebook, Instagram, and TikTok:
The ads will be tailored to each platform, featuring recipes that incorporate Ngôi Sao Phương Nam condensed milk into everyday life.
Regular articles highlighting the benefits of Ngôi Sao Phương Nam condensed milk will be featured on the Vinamilk website and leading food and nutrition blogs Additionally, television commercials and promotional videos will be disseminated on YouTube and Facebook to enhance brand visibility.
Mini-games on Facebook and Instagram will be organized to engage consumers, increasing interaction and promoting product information sharing.
To measure the effectiveness of marketing activities, we will utilize key metrics including website traffic, video views, and social media engagement Additionally, consumer feedback will be gathered through online surveys to refine our strategies as necessary.
● Phase 2: 4-6 Months – Enhanced Promotion and Event Organization
April (04/2025) – Boost Promotion and Engagement
To stay current with trends, we will create and distribute short videos featuring recipes that utilize Ngôi Sao Phương Nam condensed milk, targeting popular platforms like TikTok and Instagram Reels for maximum engagement.
To enhance the content, we will collaborate with nutrition experts to create articles highlighting the health benefits of Ngôi Sao Phương Nam condensed milk and its contribution to a balanced diet This initiative is part of our event organization and promotional activities scheduled for May 2025.
Join our upcoming online nutrition seminar to discover the numerous benefits of Ngôi Sao Phương Nam condensed milk Additionally, participate in our interactive online cooking classes where you’ll learn to create delicious dishes using this versatile product.
A promotional program such as "Buy Ngôi Sao Phương Nam condensed milk, receive attractive gifts" will be launched to encourage consumers to try the product.
To effectively assess the impact of online events and promotional programs, it's crucial to analyze key metrics, including participant numbers and sales figures Additionally, monitoring the increase in followers across social media platforms, particularly Facebook, Instagram, and TikTok, provides valuable insights into audience engagement and growth.
● Phase 3: 7-9 Months – Collaboration with Influencers and Online Advertising
July (07/2025) – Strengthen Collaboration with Influencers
Collaborating with leading KOLs and influencers in food and nutrition can significantly enhance product visibility By creating engaging promotional content and trial videos that highlight innovative recipes, we can effectively reach a broader audience and showcase the product's versatility.
Place ads on health and nutrition websites to ensure the product reaches the right audience.
Share content on social media with influencer participation to amplify the sharing of videos and posts from KOLs and influencers, creating a viral effect.
September (09/2025) – Evaluate and Adjust Strategy
Analyze metrics such as views, engagement levels, and revenue from advertising campaigns to adjust marketing strategies for the coming months.
● Phase 4: 10-12 Months – Major Events and Overall Campaign Evaluation
Organize a large event, such as a nutrition fair or food festival, to create opportunities for interaction and introduce the product directly to consumers.
Educational nutrition programs will be developed to increase community knowledge, especially for children.
To assess the overall effectiveness of the campaign, key metrics such as sales performance, brand recognition, and consumer engagement will be analyzed The insights gained from these results will inform the development of a strategic marketing plan for the upcoming year.
Conclusion and Recommendations
Recommendations
To strengthen and advance its brand, Vinamilk should prioritize three key strategies Firstly, enhancing research and product development is essential to address the growing nutritional needs of consumers The company should increase its efforts in creating innovative products, exemplified by the introduction of the "Vinamilk Organic" line in 2018, catering to health-conscious individuals Additionally, it is vital to focus on developing specialized nutritional products tailored for specific demographics, including children, the elderly, and individuals with unique health requirements.
To effectively reach customers, Vinamilk must expand its distribution channels, particularly by strengthening its online sales platform to align with the rapid growth of e-commerce and modern consumer trends Learning from global leaders like Nestlé can enhance Vinamilk's online distribution network Furthermore, increasing visibility in supermarkets and convenience stores will enable Vinamilk to access a wider customer base.
Vinamilk should prioritize social responsibility and environmental protection to strengthen its sustainable brand The company has adopted sustainable development strategies, including advanced wastewater treatment technology and energy-saving practices in its production facilities Furthermore, community initiatives such as constructing homes for the less fortunate and offering nutritional support to underprivileged children enhance its brand image Through these efforts, Vinamilk not only supports societal development but also builds a reputable and responsible presence within the community.
Vinamilk is poised to sustain its leadership in Vietnam's dairy industry by continually innovating and swiftly responding to market trends, while also seizing opportunities for expansion into international markets, particularly in Southeast Asia and Asia.
Vinamilk's brand development journey illustrates that establishing a robust brand and earning consumer trust is a prolonged process that demands persistence, a well-defined strategy, and consistent effort from the company The ongoing commitment of Vinamilk to these principles has been pivotal in its success.