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TH TRUE
MILK
Lang Xi Trum
Table of
Content
01
Introduction
03
Competitor Analysis
02
PESTEL
04
Customer Analysis
INTRODUCTION
A corporation and also a joint stock company specializing in the production of milk, dairy products,
and water
“sữa sạch”, “sữa tươi nguyên chất từ thiên nhiên”, “thật sự tự nhiên”, “trang trại bò sữa ứng dụng công
nghệ cao lớn nhất thế giới”
Vission & Mission
TH is a patriotic business group
TH's projects mainly focus on applying high technology
=> create agricultural products with high output and
quality towards sustainable development
They position TH as "True Happiness"
Source: True Book, 2020
Core Values
For public health
For true happiness
Completely from nature
Environmentally friendly
Excellent mind-set and
harmonised benefits
Source: True Book, 2020
Products
UHT fresh milk
Pasteurized
milk
TH True nut
TH True Yogurt
TH Top Kid
Products
Ice cream
Beverage
TH true water
Butter, cheese
Chocolate
Vietnam officially became the 150th
member of the WTO
CHALLENGE
OPPORTUNITY
⇒
Reduced tax barriers
helped
Vietnamese dairy businesses access the
supply of milk raw materials from abroad
at lower prices (Bo Tai Chinh, 2006)
TH True Milk must compete with
similar products from foreign and
domestic companies
DEVELOPMENT PLAN FOR
VIETNAM'S DAIRY
PROCESSING INDUSTRY
01. Creating opportunities to expand cow farms
and large self-sufficient raw material sources
02.
Increase competitiveness and
proactively integrate into the region
ECONOMIC
IN C O M E
The average monthly income of workers
in 2022 is 4.67 million VND, an increase
of 11.1% compared to 2021 (Tong cuc
Thong ke, 2023)
⇒
This has created a higher purchasing
power in the market and led to more
differentiated needs and desires from
consumers
ECONOMIC
A
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According to population forecasts for 20092049, with the average fertility plan,
Vietnam's population will reach 95.3 million
people in 2019; 102.7 million people in 2029,
and 108.7 million people in 2049 (Tong cuc
Thong ke, 2011)
⇒
The relatively rapid increase in population
size will open up a large market for TH True
Milk, creating opportunity to sell products
and increase revenue
06
SOCIOLOGICAL
MORE
DEMANDING
Makes people increasingly feel the need for health protection
products as well as nutritional supplements as well as physical needs
Helped TH True Milk quickly satisfy customers with the motto "clean
milk."
Vietnamese milk consumption demand in 2023 will reach about
28 liters/person/year, an increase of 8% compared to 2022.
People have increased their awareness of nutrition and health,
especially families with young children (A Global, n.d.)
AFTER
COVID-19
PESTEL
Technological
TH true milk is at the forefront at technology
February 10, 2015, it set a record by establishing
the largest high-tech dairy farm cluster in Asia
Source: True Book, 2020
PESTEL
Environmental
In this regard, TH has paid attention to
environmental protection and
implemented measures to protect the
environment and animal welfare
during the production process.
Source: True Book, 2020
PESTEL
Legal
TH True Milk has complied with regulations
related to food safety, organic standards, and
other regulations within the food industry.
Source: True Book, 2020
Main Competitor
Main Competitor
A diverse range of
products, including
fresh milk, yogurt, nut
milk, ...
Primarily focuses on
milk
Specializes in producing
energy and nutrition
supplement beverages
Primarily focuses on
powdered milk such as
fresh milk and yogurt
Emphasizing the
health benefits and
quality of their fresh
milk products
Advertising how milk is
rich in nutrients and
supports children's
height development
Combines energy and
health in their
advertising campaigns,
targeting young
consumers and athletes
Advertising the high quality
and natural origin of their
milk
With a large market
share and widespread
consumption
Focuses on the
children's and family
market
Is primarily children and
athletes
Primarily being families
interested in natural
ingredients and quality
Competitive landscape
PRIMARY - DIRECT COMPETITOR:
Diary products which have the
same type of user
SECONDARY - INDIRECT COMPETITOR:
Same product categories but different
of user types
TERTIARY - REPLAEMENT COMPETITOR:
Not in the same category but have
potential to steal our user
Customer Insight
Product quality and nutritional value
Many choices in shopping
Products that are accessible and available
Appreciate clear and transparent labeling on
dairy products
Market Segmentation
DEMOGRAPHIC
Gender: TH True Milk's target customers are all
gender
Age: Children, Teenagers, Youth, Mature, Older
Income: Customers are those who can afford to
buy the product
Family Life Cycle : All the people who like TH True
Milk .
Education : All education in the country
GEOGRAPHIC
01.
02.
Vietnam milk market in 2022
Revenue structure of Vietnam dairy
market
Source : doanhnghieptiepthi.vn
Behavioral
Shopping behavior :
+ Home consumption channels
+ On-site consumption channels
Shopping occasion : Buy products for
meals
Purchasing purpose: habitual and
hobbies and problem-solving buyer
groups
Usage behavior:
+Frequency of use: 1-2 times/day; 4-5
days/week.
+Usage amount:10 liters/month or more.
PSYCHOGRAPHIC
TH True Milk's target customers belong to the
careful, thoughtful, sensitive personality group