VIETNAM NATIONAL UNIVERSITY, HANOI
INTERNATIONAL SCHOOL
INTERNET MARKETING
Final Assignment
Course class: INS3039 03
Supervisor: PhD. Lê Văn Sơn
Students: Nguyễn Phương Thảo - 20070053
Ninh Thị Phương Thảo - 20070332
Nguyễn Thị Kim Nhung - 20070288
Nguyễn Thị Quỳnh Anh - 20070095
Nguyễn Thị Hồng Hạnh - 19071347
Nguyễn Thị Phương Thảo - 20070331
Hanoi, January 2024
Table of Contents
Introduction .............................................................................................................................. 3
Part 1: Overview of digital marketing idea ........................................................................... 4
1.1.
Leveraging the Power of Social Media Platforms ...................................................... 4
1.2.
Utilizing YouTube to Enhance Interaction and Information Sharing ......................... 4
1.3.
Customer Care ............................................................................................................. 5
Part 2: Vinamilk digital marketing analysis ......................................................................... 6
2.1. Six categories of digital communications tools or media channels ................................ 6
2.1.1.
Social media platforms ........................................................................................ 6
2.1.2.
Company website and blog .................................................................................. 7
2.1.3.
Email marketing ................................................................................................... 8
2.1.4.
Mobile app ........................................................................................................... 9
2.1.5.
Public relations and influencer marketing ......................................................... 10
2.1.6.
Online advertising .............................................................................................. 11
2.2.
Digital marketing strategy analysis ........................................................................... 12
2.2.1.
Swot analysis ..................................................................................................... 12
2.2.2.
SMART business goals ...................................................................................... 14
2.2.3.
Positioning ......................................................................................................... 16
2.2.4.
Target market ..................................................................................................... 18
2.2.5.
Marketing mix (4P’s) ......................................................................................... 19
Part 3: Practical tasks ............................................................................................................ 22
3.1. Digital marketing visual identity ................................................................................... 22
3.1.1.
Logo ................................................................................................................... 22
3.1.2.
A palette with unique flavor .............................................................................. 23
3.2. Digital marketing presence............................................................................................ 24
3.3. Digital marketing plan for “Vinamilk Fresh Milk 100%” ............................................ 27
3.3.1.
Market analysis .................................................................................................. 27
3.3.2.
Digital communications tools or media channels .............................................. 28
3.3.3.
Timeline and Activities, Human Resources, Budget, Activities ....................... 29
3.3.4.
Develop a video script for a digital marketing campaign .................................. 31
Conclusion .............................................................................................................................. 33
References ............................................................................................................................... 34
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Introduction
Internet marketing, also known as online marketing or digital marketing, has become
an integral part of contemporary business strategies. This form of marketing leverages
the vast reach and interactive nature of the internet to promote products or services,
engage with target audiences, and drive business growth. Through various channels
such as search engines, social media, email, and websites, internet marketing facilitates
targeted communication, data-driven decision-making, and personalized customer
experiences. This abstract explores the key components, trends, and challenges of
internet marketing, emphasizing its transformative impact on the global business
landscape.
Vinamilk, officially known as Vietnam Dairy Products Joint Stock Company, stands as
a prominent player in the global dairy industry and serves as a compelling case study in
the application of internet marketing strategies. Established in 1976, Vinamilk has
evolved into Southeast Asia's leading dairy company, producing an extensive range of
dairy products, including milk, yogurt, and cheese. In embracing the digital era,
Vinamilk has strategically employed internet marketing to enhance brand visibility,
engage with consumers, and drive sales. The company has leveraged social media
platforms, e-commerce channels, and targeted online advertising to reach a wider
audience both locally and internationally. By embracing e-commerce platforms,
Vinamilk has not only expanded its distribution channels but has also capitalized on the
growing trend of online shopping for consumer goods.
This introduction sets the stage for a detailed exploration of Vinamilk's internet
marketing strategies, examining how the company has navigated the digital landscape
to stay competitive and maintain its position as a market leader in the dairy industry. By
delving into Vinamilk's approach to online branding, customer engagement, and ecommerce integration, we gain valuable insights into the evolving dynamics of internet
marketing within the context of a well-established and globally recognized brand.
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Part 1: Overview of digital marketing idea
In the current digital era, where online connectivity is becoming increasingly crucial,
Vinamilk not only faces the challenges of competition but also encounters new
opportunities in the digital economy. To adapt and thrive in this context, a creative
digital marketing strategy becomes indispensable, leading Vinamilk on a journey to
captivate customers through online platforms.
1.1.
Leveraging the Power of Social Media Platforms
Vinamilk can harness the power of social media platforms to create unique interactive
experiences. Creative advertising campaigns on Facebook, Instagram, and TikTok can
establish a strong connection between the brand and consumers. Instead of merely
promoting the product, Vinamilk can choose to narrate the story of the fresh milk
production process – from lush green farms to the dining tables of every household.
These stories not only bring customers closer to the origin of the product but also create
an interesting and special experience.
Creating a series of short videos on TikTok, featuring lively music and vibrant visuals,
is not just an excellent way to attract attention but also generates positive interaction
from the online community. These videos can focus on the nutritional benefits of
Vinamilk's fresh milk and how to integrate it into daily lifestyles. Additionally, this
campaign can involve the online community through creative contests or challenges
related to fresh milk, fostering both brand community and stimulating innovation from
consumers.
1.2.
Utilizing YouTube to Enhance Interaction and Information Sharing
YouTube is not just a platform for sharing videos; it is an opportunity to build a brand
with a healthy and creative mindset. Vinamilk can create detailed instructional videos
on various ways to use fresh milk in diverse recipes. From creating creative beverages
to preparing enticing meals, these videos not only help customers understand better how
to incorporate fresh milk into their daily diet but also provide a truly enjoyable
experience.
Furthermore, collaborating with renowned chefs or culinary influencers can enhance
the brand's credibility and open up collaboration opportunities with famous
personalities and partners in the industry. Beyond cooking recipes, Vinamilk can share
in-depth information about the nutritional benefits of fresh milk through instructional
videos or interviews with nutrition experts, demonstrating the brand's commitment to
health and a healthy lifestyle.
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1.3.
Customer Care
Customer care through online channels is also a vital part of this strategy. Using
artificial intelligence to automate responses to frequently asked questions and providing
24/7 support can enhance the customer experience and strengthen the bond with the
brand.
In today's digital world, digital marketing is not just a tool; it is a strategy that creates a
profound connection between businesses and customers. Vinamilk, through the
application of new digital marketing ideas, is not only expanding its presence in the
market but also building a strong online community around its fresh milk product line.
This not only helps drive sales but also solidifies Vinamilk's position as a prestigious
and innovative brand in the fresh milk industry. Interaction and connection with
customers through digital channels are the keys to the sustainable success and
development of Vinamilk in this digital age.
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Part 2: Vinamilk digital marketing analysis
2.1. Six categories of digital communications tools or media channels
2.1.1. Social media platforms
Vinamilk has a strong presence on various social media platforms, such as Facebook,
Instagram, YouTube, and TikTok. The brand uses these channels to promote its
products, communicate with customers, share useful content, and create brand
awareness and loyalty. Vinamilk uses a variety of social media marketing techniques,
some of which are:
Facebook
Vinamilk has over 720,000 followers on their official fanpage, where the company posts
daily updates, videos, photos, and stories about their products, events, promotions, and
social responsibility activities. The brand also engages with their fans by responding to
comments, messages, and reviews, as well as hosting live streams, contests, and polls.
Vinamilk also uses Facebook ads to reach a wider audience and drive traffic to their
website and other platforms.
Instagram
Vinamilk has 16,000 followers on their official account, where they shares visually
appealing and creative content, such as product photos, videos, stories, reels, and IGTV.
The brand also uses hashtags, stickers, filters, and influencers to increase their visibility
and engagement. Vinamilk also leverages Instagram ads to showcase their products and
drive conversions.
YouTube
Vinamilk has over 2.04 million subscribers on their official channel, where the company
uploads high-quality and entertaining videos, such as music videos, cartoons,
documentaries, commercials, and tutorials. The brand also uses YouTube to educate
their customers about Vinamilk products, values, and benefits, as well as to inspire them
with stories and tips. Vinamilk also invests in YouTube ads to reach a larger and more
targeted audience and measure their campaign performance.
TikTok
Vinamilk has over 72,000 followers on their official account, where they posts short
and catchy videos, such as dances, challenges, pranks, and duets. The brand also uses
TikTok to showcase their product features, benefits, and innovations, as well as to
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participate in viral trends and hashtags. Vinamilk also collaborates with popular TikTok
creators and celebrities to generate user-generated content and word-of-mouth.
Vinamilk also runs TikTok ads to increase its brand awareness and recall among the
younger generation.
2.1.2. Company website and blog
Vinamilk has a professional and user-friendly website that provides comprehensive and
updated information about their products, services, company, news, events, and contact
details. The website also has a blog section that features articles, tips, recipes, and stories
related to its products, customers, and industry. The website and blog are designed to
be responsive, fast, and easy to navigate, as well as to optimize the user experience and
conversion rate. Vinamilk uses the following websites and blogs as examples of their
marketing strategies:
Content types
Vinamilk produces various types of content for their website and blog, such as text,
images, videos, infographics, podcasts, and e-books. The content is informative,
relevant, engaging, and consistent with the brand’s tone and voice. The content is also
optimized for search engines, social media, and mobile devices, using keywords, tags,
titles, descriptions, and links. Vinamilk also uses content marketing tools, such as
Google Analytics, WordPress, and Mailchimp, to create, manage, and measure its
content performance.
Engagement metrics
Vinamilk tracks and analyzes various engagement metrics for their website and blog,
such as traffic, bounce rate, time on site, pages per session, comments, shares, likes, and
subscriptions. The brand uses these metrics to evaluate its content effectiveness, user
behavior, and customer satisfaction, as well as to identify areas of improvement and
opportunities for growth. Vinamilk also uses feedback and surveys to collect user
opinions and suggestions, as well as to build relationships and loyalty with their
customers.
SEO performance
Vinamilk implements various SEO strategies to improve their website and blog ranking,
visibility, and authority on search engines, such as Google and Bing. The brand uses
SEO tools, such as Google Search Console, Moz, and SEMrush, to conduct keyword
research, competitor analysis, site audit, and link building. Vinamilk also follows SEO
best practices, such as using relevant and unique content, optimizing site speed and
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security, using responsive and user-friendly design, and creating sitemaps and robots.txt
files. Vinamilk also monitors and updates its SEO performance regularly, using metrics
such as organic traffic, impressions, clicks, and conversions.
2.1.3. Email marketing
Vinamilk uses email marketing to communicate with their customers, prospects, and
partners, as well as to promote their products, services, offers, and events. The company
uses email marketing tools, such as Mailchimp, Sendinblue, and Constant Contact, to
create, send, and track its email campaigns. Here are some examples of Vinamilk's
email marketing strategies:
Campaign types
Vinamilk runs various types of email campaigns, such as newsletters, product updates,
welcome emails, thank-you emails, birthday emails, loyalty emails, feedback emails,
and re-engagement emails. The brand also segments its email list based on criteria such
as demographics, preferences, behavior, and purchase history, to deliver personalized
and relevant messages to each subscriber. Vinamilk also tests and optimizes its email
campaigns, using factors such as subject lines, sender names, content, layout, images,
and call-to-action buttons.
Subscriber base
Vinamilk builds and grows their email subscriber base by offering incentives, such as
discounts, free samples, e-books, and contests, to encourage people to sign up for
Vinamilk email list. The company also uses various channels, such as their website,
blog, social media, and events, to collect email addresses and permission from Vinamilk
target audience. Vinamilk also maintains and cleans their email list regularly, by
removing invalid, inactive, and unsubscribed contacts, to ensure their email
deliverability and reputation.
Open rates
Vinamilk strives to increase their email open rates by using catchy and relevant subject
lines, personalized and friendly sender names, and timely and appropriate sending
times. The brand also uses email marketing tools, such as Mailchimp, to monitor and
analyze its email open rates, as well as to compare them with industry benchmarks and
competitors. Vinamilk also conducts A/B testing and experiments to find out what
works best for its email open rates, and to improve them accordingly.
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Click-through rates
Vinamilk aims to improve its email click-through rates by using engaging and valuable
content, attractive and clear images, and compelling and visible call-to-action buttons.
The brand also uses email marketing tools, such as Sendinblue, to track and measure its
email click-through rates, as well as to identify the most effective and popular links and
buttons. Vinamilk also performs A/B testing and experiments to discover what drives
more clicks and conversions for its email campaigns, and to optimize them accordingly.
2.1.4. Mobile app
Vinamilk has a mobile app that provides users with various features and benefits, such
as product information, nutrition tips, smart tools, loyalty rewards, and online shopping.
The app is available for both Android and iOS devices, and can be downloaded from
the Google Play Store and the App Store. Vinamilk's mobile app marketing initiatives
include the following:
User base
Vinamilk attracts and retains their mobile app users by offering them exclusive and
convenient features and benefits, such as product catalog, nutrition calculator,
vaccination schedule, baby name generator, loyalty points, and online ordering. The
brand also promotes its app through various channels, such as its website, social media,
email, and events, to increase their app awareness and downloads. Vinamilk also
encourages their app users to rate and review Vinamilk app on the app stores, to boost
its app ranking and reputation.
Features
Vinamilk develops and updates their app features based on user needs, preferences, and
feedback, as well as market trends and demands. The brand also uses app analytics tools,
such as Google Analytics, Firebase, and App Annie, to monitor and evaluate their app
performance, usage, and behavior, as well as to identify their app strengths and
weaknesses. Vinamilk also tests and improves their app features regularly, using
methods such as usability testing, beta testing, and bug fixing, to ensure its app quality
and functionality.
Engagement metrics
Vinamilk tracks and analyzes various engagement metrics for their app, such as
downloads, installs, uninstalls, sessions, retention, churn, active users, screen views,
events, and conversions. The company uses these metrics to assess their app
effectiveness, user satisfaction, and customer loyalty, as well as to find out areas of
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improvement and opportunities for growth. Vinamilk also uses push notifications, inapp messages, and email to communicate with their app users, and to keep them engaged
and interested in Vinamilk app and products.
2.1.5. Public relations and influencer marketing
Vinamilk uses public relations and influencer marketing to build and maintain their
brand reputation, credibility, and trust among their stakeholders, such as customers,
media, government, and society. The brand uses public relations and influencer
marketing tools, such as press releases, events, sponsorships, awards, social media, and
blogs, to communicate its messages, stories, and values. Some examples of Vinamilk’s
public relations and influencer marketing strategies are:
Partnerships
Vinamilk partners with various organizations, institutions, and individuals, such as
UNICEF, Vietnam Dairy Association, Vietnam Women’s Union, Ministry of Health,
Ministry of Education and Training, Vietnam Television, and local celebrities, to
support its social and environmental causes, such as nutrition, education, health, and
sustainability. The company also collaborates with these partners to create and
distribute content, such as videos, articles, podcasts, and reports, to showcase its
achievements, impacts, and commitments. Vinamilk also leverages these partnerships
to enhance their brand image, awareness, and loyalty among their target audience and
the public.
Campaign results
Vinamilk measures and evaluates their public relations and influencer marketing
campaign results, using various metrics and indicators, such as media coverage, reach,
impressions, engagement, sentiment, reputation, and advocacy. The brand uses public
relations and influencer marketing tools, such as Cision, Meltwater, and BuzzSumo, to
monitor and analyze their media and influencer performance, as well as to compare their
business with industry benchmarks and competitors. Vinamilk also uses feedback and
testimonials to collect and showcase their stakeholder opinions and satisfaction, as well
as to improve their public relations and influencer marketing strategies.
Brand sentiment
Vinamilk tracks and manages their brand sentiment, which is the attitude and emotion
that people have towards Vinamilk brand name, products, and services, based on their
experiences, perceptions, and opinions. The company uses public relations and
influencer marketing tools, such as Brandwatch, Hootsuite, and Sprout Social, to listen
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and respond to their stakeholder comments, reviews, and mentions, across various
channels, such as social media, blogs, forums, and news. Vinamilk also uses sentiment
analysis, which is the process of using natural language processing and machine
learning to identify and classify the polarity and intensity of the stakeholder sentiment,
such as positive, negative, or neutral. Vinamilk also uses sentiment analysis to identify
and address any potential issues, crises, or opportunities, as well as to enhance their
brand reputation and relationship with their stakeholders.
2.1.6. Online advertising
Vinamilk uses online advertising to market and sell their products, services, offers, and
events, to their target audience, using various online platforms, such as search engines,
social media, websites, and apps. The brand uses online advertising tools, such as
Google Ads, Facebook Ads, and AdRoll, to create, run, and manage their online
advertising campaigns. Vinamilk's internet advertising methods include the following
examples:
Channels used
Vinamilk uses various online advertising channels, such as search ads, display ads,
video ads, social ads, native ads, and remarketing ads, to reach and attract their target
audience, based on their search intent, browsing behavior, interests, and preferences.
The company also uses online advertising channels, such as email ads, mobile ads, and
in-app ads, to communicate and interact with their target audience, using personalized
and relevant messages and offers. Vinamilk also uses online advertising channels, such
as influencer ads, affiliate ads, and sponsored ads, to leverage the power and influence
of third-party sources, such as bloggers, vloggers, and reviewers, to endorse and
recommend its products and services.
Targeting strategies
Vinamilk uses various online advertising targeting strategies, such as keyword
targeting, demographic targeting, geographic targeting, and psychographic targeting, to
segment and select their target audience, based on their search terms, age, gender,
location, and lifestyle. The brand also uses online advertising targeting strategies, such
as behavioral targeting, contextual targeting, and retargeting, to deliver and display their
ads, based on the target audience’s online actions, content consumption, and previous
interactions with its brand. Vinamilk also uses online advertising targeting strategies,
such as lookalike targeting, custom targeting, and dynamic targeting, to expand and
optimize its target audience, based on their similarity, affinity, and relevance to their
existing customers and prospects.
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Budget allocation
Vinamilk allocates and distributes their online advertising budget, based on the
company’s online advertising objectives, such as awareness, consideration, conversion,
and retention. The brand also allocates and distributes their online advertising budget,
based on its online advertising performance, such as cost per impression, cost per click,
cost per action, and return on ad spend. Vinamilk also allocates and distributes their
online advertising budget, based on its online advertising optimization, such as bidding
strategies, ad quality, and ad relevance. Vinamilk also monitors and adjusts their online
advertising budget regularly, using online advertising tools, such as Google Ads,
Facebook Ads, and AdRoll, to maximize its online advertising efficiency and
effectiveness.
Campaign performance
Vinamilk measures and evaluates their online advertising campaign performance, using
various metrics and indicators, such as impressions, clicks, actions, conversions, and
revenue. The brand also uses online advertising tools, such as Google Analytics,
Facebook Insights, and AdRoll Dashboard, to track and analyze their online advertising
campaign performance, as well as to compare their company with industry benchmarks
and competitors. Vinamilk also uses online advertising tools, such as Google Optimize,
Facebook Experiments, and AdRoll A/B Testing, to test and improve its online
advertising campaign performance, using factors such as ad copy, ad design, ad
placement, and ad timing.
2.2.
Digital marketing strategy analysis
2.2.1. Swot analysis
Strengths
• Strong Market Presence: Vinamilk enjoys a dominant position in the Vietnamese
dairy market. It has a well-established and recognized brand name. This market
presence provides stability and a loyal customer base, giving Vinamilk a
competitive advantage.
• Diverse Product Portfolio: Vinamilk offers a wide range of dairy products,
including milk, yogurt, cheese, and nutritional supplements. This diversity
allows the company to cater to various consumer preferences and adapt to
changing market trends.
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• Quality Control: Vinamilk places a strong emphasis on quality control. The
company adheres to international quality standards and has implemented
rigorous quality assurance practices. This commitment to quality has helped
build trust among consumers, making them confident in the safety and quality of
Vinamilk's products.
• Distribution Network: Vinamilk has an extensive distribution network
throughout Vietnam. This network ensures that Vinamilk's products are widely
available and easily accessible to consumers across the country. Effective
distribution is crucial for maintaining market share and satisfying customer
demand.
Weaknesses
• Competition: Vinamilk faces competition from both domestic and international
dairy companies such as TH Truemilk, Nutifood, and Moc Chau Milk. This
competition can put pressure on market share and pricing. Staying competitive
in this environment requires ongoing efforts and resources.
• Price Sensitivity: Dairy products are often price-sensitive, and consumers may
be reluctant to accept price increases. This sensitivity can limit Vinamilk's ability
to adjust prices to cover rising production costs without potentially affecting
consumer demand.
• Dependence on Dairy Products: The majority of Vinamilk's revenue comes from
dairy products. This concentration in a single product category makes the
company vulnerable to fluctuations in the dairy market, including changes in
milk prices and supply disruptions.
Opportunities
• International Expansion: There is a significant opportunity for Vinamilk to
further expand its international presence. As the demand for dairy products
continues to grow in various parts of the world, particularly in Asia, Vinamilk
can tap into these markets by exporting its products or establishing partnerships
abroad.
• Diversification: Vinamilk can explore diversification into related sectors, such
as plant-based dairy alternatives. This diversification can help the company cater
to changing consumer preferences and capture new market segments.
• Supply Chain Optimization: Optimizing the supply chain can reduce costs and
enhance competitiveness. This includes streamlining production processes,
improving logistics, and adopting sustainable practices, all of which can
contribute to increased efficiency and profitability.
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Threats
• Market Competition: The dairy industry is highly competitive, both domestically
and internationally. Intense competition can impact Vinamilk's market share and
profitability, requiring the company to continually innovate and maintain their
competitive edge.
• Price Volatility: Fluctuations in raw milk prices can affect Vinamilk's production
costs and profitability. Sudden price increases can squeeze profit margins, while
price decreases may lead to reduced revenues.
• Changing Consumer Preferences: Shifts in consumer preferences, such as a
growing preference for plant-based milk alternatives or other beverage options,
can pose a threat to fresh milk sales. Vinamilk must adapt to these changing
preferences to retain its customer base.
• Supply Chain Disruptions: Disruptions in the supply chain, such as disruptions
in milk sourcing, transportation, or production facilities, can lead to product
shortages and impact Vinamilk's ability to meet market demand.
In summary, Vinamilk has several strengths, including their strong brand and diverse
product portfolio. However, Vinamilk faces challenges related to market competition,
environmental sustainability, and the changing preferences of consumers. The company
can leverage opportunities such as health and wellness trends and export expansion
while addressing weaknesses like limited innovation and environmental impact to
maintain Vinamilk position in the dairy industry. Additionally, mitigating threats like
regulatory changes and commodity price volatility should be a part of Vinamilk
strategic planning.
2.2.2. SMART business goals
Specific
Right from the market launch, Vinamilk early on set themselves specific and clear goals,
such as increasing sales of fresh milk products in the quarter by 20%, achieving ISO
9001 certification. for the fresh milk factory system before the end of the year. Up to
now, this brand has accomplished almost all their goals thanks to its clear operating
strategy.
The current goal of this trillion-dollar enterprise is to dominate the target market in Asia
for health and nutrition products. This causes the entire apparatus to focus more on
researching and developing new product lines to meet the needs of demanding foreign
markets.
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Measurable
With the goal of dominating the Asian market, the business has also set a goal for
themselves of holding about 30% of the market. Measuring progress helps brands
monitor and adjust business strategies promptly.
Achievable
The goals that Vinamilk sets are established based on market research, financial
capacity, resources and production capacity of the business. This partly helps ensure
that the set goals are feasible and can be easily achieved.
Vinamilk also chooses goals that are appropriate to their existing capabilities and
resources. Thanks to their large scale and constantly upgraded and improved product
quality, Vinamilk gradually enhances their competitiveness and position in foreign
markets.
Relevant
The set goals are closely related to the main business areas of the enterprise. Achieving
these recommendations will contribute to the sustainable development of Vinamilk.
Time-bound
Vinamilk has set goals with the most specific and clear destinations. Short-term,
medium-term and long-term goals are carefully calculated and divided to ensure the
best support for the overall goals of the company. The goal of dominating the Asian
market by 2030 was clearly planned by the system from the beginning. Vinamilk has
gradually considered and set specific timelines for each event and each small goal. For
example, building 30 more branches covering all over the Asian market. At the same
time, Vinamilk also aims to build 15 more large manufacturing plants in many countries
such as Thailand, China, Indonesia and India by 2025.
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2.2.3. Positioning
Figure 1: Vinamilk positioning
Source: Ori Agency
According to Euromonitor, Vinamilk leads in both factors including high company
shares and brand recognition with 40% from 2020 until now.
On July 6, 2023, Vietnam Dairy Products Joint Stock Company (Vinamilk) officially
announced its new brand identity, which is also the brand's current logo. Instead of the
oval logo image with the iconic image of a green lawn and blue sky with the words
Vinamilk in the middle, currently, the identifying logo only has the words Vinamilk in
white in a separate font, on the right. Below is the symbol "EST" and the year of birth
"1976".
Figure 2: The process of changing Vinamilk's logo
Source: BiDesign
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This change is not only aesthetic but also reflects Vinamilk's continuous transformation
and improvement. It is an important milestone, demonstrating the company's
commitment to providing quality products and enhancing the lives of consumers. With
this Vinamilk milk logo, the company has demonstrated their innovation and foresight,
not only stopping at the field of milk production but also becoming a multi-industry
corporation, promoting sustainable development and contributing positively to society.
Ms. Mai Kieu Lien - General Director of Vinamilk said: Changing the brand identity is
part of the repositioning effort, marking the first step in modernizing the user experience
and building money - a topic for future breakthroughs.
It can be seen that repositioning the brand is just the beginning of the company's next
5-year strategy. Vinamilk is also making a series of changes in digital transformation,
personnel recruitment, management processes, etc. intending to increase accessibility
and efficiency in interacting with people.
With this comeback, Vinamilk has created a strong and recognizable visual impression,
helping the brand stand out and attract customers' attention, especially in stores and
presentations.
The change in Vinamilk's brand identity has brought youthful energy and attraction to
many generations. Facebook users especially imitate Vinamilk's font to create their
avatars on social networks.
Figure 3: Example of trend following Vinamilk's logo
Source: Google
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2.2.4. Target market
The target market can be broken down into several segments based on various factors
such as demographics, psychographics, and behavioral characteristics. The following
are some possible Vinamilk target markets:
Age-Based Segmentation
• Children and Families: Vinamilk can target families with children, emphasizing
the nutritional benefits of dairy products for growing kids.
• Young Adults: Targeting young adults for products like yogurt, emphasizing
health and taste benefits.
• Seniors: Marketing dairy products with added health benefits, such as calcium
for bone health, to the elderly population.
Demographic Segmentation
• Urban vs. Rural: Customizing marketing strategies for urban and rural
consumers based on their preferences and accessibility to dairy products.
• Income Level: Offering different product lines or packaging for different income
groups.
Lifestyle and Psychographic Segmentation
• Health-Conscious Consumers: Targeting consumers who prioritize health and
wellness, emphasizing low-fat and probiotic dairy products.
• Convenience Seekers: Promoting on-the-go dairy products for busy individuals.
• Environmental and Sustainability Enthusiasts: Highlighting sustainability efforts
and eco-friendly packaging to attract environmentally conscious consumers.
Behavioral Segmentation
• Frequent Dairy Consumers: Target consumers who regularly purchase dairy
products with loyalty programs or discounts.
• Non-Dairy Consumers: Creating marketing campaigns to educate and convert
non-dairy consumers.
Cultural and Regional Segmentation
• Ethnic Communities: Focusing on dairy products that align with the dietary
preferences of specific ethnic communities within Vietnam.
• International Markets: Tailoring marketing strategies for specific international
markets with cultural and taste differences.
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Product-Specific Targeting
• Lactose-Free Products: Targeting lactose-intolerant individuals with lactose-free
dairy options.
• Organic and Specialty Products: Focusing on health-conscious consumers
interested in organic or specialty dairy products.
2.2.5. Marketing mix (4P’s)
Product
Vinamilk's products are aimed to provide adequate vitamins and minerals necessary for
the health and development of all consumers from adults to children. Vinamilk always
ensures the purity of nature in their products so that good things can come to consumers
every day simply and easily.
Vinamilk has applied the world's most modern technology and equipment to produce
products that meet international quality standards. All production lines are built by
Vinamilk to develop and apply the HACCP framework for cleanliness and nutrition
security, the production lines have been evaluated and certified by recognized
organizations such as SGS, BVQI, and Dutch HACCP RVA standard.
Packaging contributes to purchasing decisions, so the company has focused on
designing eye-catching packaging with necessary information on the label (ingredients,
instructions for use, expiration date). Besides, the capacity of each type of products are
also diverse to easily meet different uses of consumers. Regarding the environmental
aspect, Vinamilk has developed environmentally friendly packaging using paper boxes
provided by Tetra Pak for all liquid milk and beverage products. The pasteurized milk
product packaging system ensures three main goals of the packaging process: ensuring
product quality, eliminating waste and lowering distribution costs.
Price
Vinamilk has implemented competition-based pricing methods. Vinamilk focuses on
producing high-quality goods while still placing their products at competitive prices.
With that meaning, Vinamilk's pricing strategy not only ensures profits but also
maintains consumers' purchasing ability.
The company owns milk factories with large capacity, advanced technology, and fully
automatic canning machines that help significantly reduce costs and ensure product
quality. Besides, the company's long experience in the industry contributes to low raw
material costs and leads to competitive prices of products.
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With the purpose of increasing short-term sales, Vinamilk temporarily offers lower
prices than before to promote customer purchases. On e-commerce websites, many
products are often discounted from 5%.
Figure 4: Vinamilk’s product lines
Source: Vinamilk
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Place
Vinamilk's extensive domestic distribution system, with current coverage of 125,000
retail points. The system of freezers, refrigerators, and refrigerated vehicles was also
invested in and expanded to meet the growth needs of the yogurt group. In 2008,
Vinamilk invested in more than 7,000 freezers and refrigerators for the cold distribution
system and more than 300 small trucks for distributors.
Vinamilk's indirect channels also include Online and Offline channels.
For the Online channel, the company has cooperated with sales website management
companies to bring Vinamilk's goods to Shopee, Lazada, Sendo, ...
For Offline channels, it is divided into two types: modern distribution channels:
Vinamilk has 7,800 modern channels. They are supermarkets, hypermarkets, and small
supermarkets ordered directly by Vinamilk branch representatives. This distribution
channel reaches consumers more easily, but it's obstacle is its weak ability to reach rural
customers. And traditional distribution channels: Most of Vinamilk's total revenue
comes from sales through traditional channels. In this way, distributors take products
from factories and share them with dealers. Its biggest advantage is the number of
members in the system and cheaper price compared to modern distribution forms.
Promotion
To implement the Promotion Strategy, Vinamilk used the Push - Pull Strategy.
For push marketing, VNM's goal is to bring brands and products to customers. First,
they offer resellers discounts in a variety of ways to encourage sales. Second, VNM has
a team of qualified and trained sales staff who are not afraid of difficulties in
approaching and selling products to consumers.
For the pull strategy, VNM promotes brand recognition with customer engagement and
visibility, and customers find and buy products themselves.
Although Vinamilk has appeared on the market since 1976 and is widely known, the
company does not hesitate to spend nearly 5 billion VND per day on advertising. In the
first 3 quarters of 2017, for every 5 billion VND spent on advertising and research each
day, Vinamilk earned 128 billion VND in revenue. By using multi-channel marketing,
Vinamilk can communicate with a large number of people simultaneously. Vinamilk's
image has a strong influence on mass media such as television, websites, posters, etc.
In particular, Vinamilk's advertising models are regularly innovated and developed, so
they carry new messages and please the audience.
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Part 3: Practical tasks
3.1. Digital marketing visual identity
Vinamilk, a dairy company, has recently undergone a rebranding process to reflect their
commitment to quality and care for people. The new visual identity is designed to be
vibrant and dynamic, reflecting the spirit of Vietnam. The new logo is a modern take
on Vietnamese calligraphy, with custom letterforms that are both elegant and
contemporary. The brand's color palette is as diverse as local produce and ingredients,
allowing it to show up in new and vibrant ways. The brand's hand-drawn illustrations
are inspired by the rich artistic heritage of Vietnam, and they show the liveliness and
dynamism of Vietnamese life. Vinamilk now has an entirely custom typographic system
tailor-made to support the brand identity with four custom typefaces that elegantly
dance between sans and serifs, fusing hand-done calligraphy inspiration and precise
digital construction.
3.1.1. Logo
While “milk” is in their name, it stands for so much more than dairy. It marks the quality
and care of Vinamilk products and for people since their establishment in 1976, which
they have now embedded in the mark. The custom letterforms are a modern take on the
rich history of Vietnamese calligraphy.
Figure 5: Vinamilk’s recenet logo
Source: Vinamilk
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3.1.2. A palette with unique flavor
Vinamilk is still a blue brand, but now they have an additional palette, as vibrant and
diverse as local produce and ingredients you can find here. These colors allow Vinamilk
to show up in new and vibrant ways supporting their expansion into all types of food.
Figure 6: Vinamilk’s palette and parterns
Sources: Vinamilk
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3.2. Digital marketing presence
We will focus on promoting Vinamilk Fresh Milk 100% products on the two most
popular platforms today, Facebook and TikTok.
Facebook
This is the link: https://www.facebook.com/profile.php?id=61555001800869
Key message: Help customers identify
the new brand identity. Changes in color
towards youthfulness and modernity,
stimulate purchases for customers.
Target audience: All customers.
Image format: Customers are initially
aware of the change.
Figure 6 - 9: Project Facebook page
Source: Author’s work
24
Key message: increase interaction with
customers, and stimulate shopping
demand. Using online word-of-mouth
marketing,
customers
themselves
promote products for them.
Target audience: Targeting young
people (15 - 25) who regularly use
social networks.
Image format: Convey information
concisely, easily understood, and
grasped.
Key message: Modern life is so hectic
that it is difficult for mothers to provide
adequate nutrition for the whole family.
Vinamilk will solve that pain, just 1
bag of milk, is convenient, compact,
and easy to carry and drink anywhere
but still has enough nutrients.
Target audience: Mothers in the family
(30 - 55 years old).
Short video format: Suitable for the
Facebook platform, can be posted on
both TikTok and shorts.
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TikTok
This is the link: https://www.tiktok.com/@_vinamilk_100_?_t=8ihSlZ9hMKv&_r=1
Figure 10 - 11: Project TikTok page
Source: Author’s work
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3.3. Digital marketing plan for “Vinamilk Fresh Milk 100%”
Figure 12: “Vinamilk Fresh Milk 100%” product
Source: Vinamilk
3.3.1. Market analysis
The Vietnamese fresh milk market is expected to grow annually by 8.60% from 2023
to 2028, with a revenue of US$3.88bn in 2023. The market is expected to generate per
person revenues of US$38.88 in 2023. The volume of the milk market is expected to
amount to 2.53bn kg by 2028, with an expected volume growth of 5.0% in 2024.
In Vietnam, milk consumption has significantly increased in recent decades due to
increases in living standards, GDP per capita, and health care. Vietnamese people
consume about 2 billion liters of milk per year, of which 30% is fresh milk and 70% is
reconstituted milk. The consumption of milk products accounts for about 10% of the
total food expenditure of Vietnamese people.
According to a study conducted by the H2020 VALUMICS Project, the key drivers of
milk consumption in Vietnam are health aspects and taste. The study also found that
milk price and the place of purchase are the strongest restrictions on milk consumption.
Consumers’ habits, family structure, and lifestyles are the key backgrounds of milk
product selection. Marketing and promotions may enhance incentives in food
consumption.
It is worth noting that a recent report by Shopee stated that Vietnamese consumers have
become more comfortable with buying food and groceries online, including dairy
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products. In April, demand for dairy products grew seven times on their platform, the
company said.
According to a report by Nielsen IQ, Vinamilk is the most chosen FMCG brand in the
dairy and dairy substitutes category in urban areas in Vietnam, with a penetration rate
of 90.4%. In 2019, Vinamilk was also the leading drinking milk brand in Vietnam,
holding nearly 48% of the drinking milk market.
3.3.2. Digital communications tools or media channels
Channel
Website
Link
Describe
Relevance to the
campaign
https://www.vinam Official website
ilk.com.vn/
V
Facebook
https://www.faceb Giấc Mơ Sữa Việt
ook.com/vinamilke – Vinamilk eShop
shop/
V
Youtube
https://www.youtu Official video
be.com/user/vinam channel
ilk
V
Instagram
https://instagram.c
om/vinamilk_love
nature/
Fresh milk
products, yogurt
V
Tiktok
https://www.tiktok
.com/@vinamilk.o
fficial
Official TikTok
channel
V
E-commerce
https://giacmosuav
iet.com.vn/
Online shop
V
Email
eshop@vinamilk.c
om.vn
Official email
V
TV Advertisement https://www.youtu TVC
be.com/watch?v=q
wNiZF3Sjdg
X
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Vinamilk selected the two most suitable primary marketing channels: Facebook
Fanpage and TikTok. At present time, in particular, this is a form that fits human and
financial demands, particularly with proven efficacy in marketing channels. The
following are the reasons why this is the best form for the above scenario:
• Appropriate age: Vinamilk's target customers. Vinamilk's target customers are
women, aged 13 - 35, living in urban areas, in 2 big cities (HCMC and Hanoi).
This is a group of people who use social media extremely often, especially on
Facebook and Tiktok platforms.
• Brand Awareness: This includes more repetition of the company name Vinamilk
dairy products as well as customer familiarity with your business, brand,
products and services. Especially, when Vinamilk Functional Dairy Milk is a
new product appearing on the market.
• Generate sales: Most businesses market their brands, products, and services to
generate sales through online marketing channels. More and more people are
becoming more comfortable with the concept of e-commerce and are now more
open to the idea of purchasing products through online means. Vinamilk has
online stores and e-commerce sites or has products and services to sell online, so
Facebook and TikTok can be used for digital marketing such as making live
streams, video or written advertising content, etc.
3.3.3. Timeline and Activities, Human Resources, Budget, Activities
a) Timeline and Activities
January - February: Research and Planning
• Market research to identify competitors and industry trends.
• Identify marketing goals, including increasing online sales and increasing brand
awareness.
29
March - April: Website Optimization and Content Creation
• Improve Vinamilk's website to optimize page loading speed and integrate the
feature of buying fresh milk online.
• Create engaging product-related content, including instructions on how to use
fresh milk in cooking, recipe-sharing videos, and articles about the health
benefits of Vinamilk’s fresh milk.
May - June: Social Network Management and Email Marketing
• Set up and manage social media pages (Facebook, Instagram and TikTok) to
interact with customers.
• Implement monthly email marketing campaigns for product announcements and
promotions.
July - August: Paid advertising on Google Ads and Social Networks
• Run paid advertising on Google Ads to increase product awareness.
• Run social media ads to generate website traffic and social media engagement.
September - October: Evaluation and Adjustment
• Evaluate performance through objective metrics such as website conversion rate,
traffic, social media interactions, email open rates, and online sales.
November - December: Prepare Plans for Next Year
• Review and make a summary report on marketing activities during the year.
• Create a detailed marketing plan for the next year, including marketing goals,
expected budget, and specific activities.
• Ensure that the digital marketing plan is updated to reflect changes in the market
and customer behavior.
b) Human resources
In order to make sure there are enough resources to administer the website, develop
content, monitor social media, and carry out email campaigns, we made the decision to
either collaborate with an experienced digital marketing firm or outsource the task to a
professional digital marketing team.
30
c) Budget
Activities
Expected budget
Improve Vinamilk's website
30 million VND
Create video content
40 million VND
Set up and manage social media pages
20 million VND
Implement monthly email marketing
campaigns
15 million VND
Run paid advertising on Google Ads
40 million VND
Run social media ads
30 million VND
Total
200 million VND
3.3.4. Develop a video script for a digital marketing campaign
Our group created a video content in Vietnamese, emphasizing the Vinamilk Fresh Milk
100% 's unique selling points and its role in addressing current consumer needs.
We took the context of students who are busy studying for the upcoming exam season
and they look to Vinamilk Fresh Milk 100% as an energy and nutritious gift.
Title: Vinamilk Fresh Milk 100% - The Perfect Companion for Exam Season
Opening shot: A group of students are sitting in a library, surrounded by books and
notes. They all look stressed and tired.
Voiceover: “Exam season can be tough. But with Vinamilk Fresh Milk 100%, you can
stay focused and energized throughout the day.”
Shot: The students are seen walking through the aisles of a supermarket, looking at
different milk brands.
Voiceover: “When it comes to choosing the right milk, there are many options available
in the market.”
Shot: The students stop at the dairy section, where they see a wide range of milk brands.
31
Voiceover: “But when you’re looking for a milk that’s packed with essential nutrients
and energy, there’s only one choice - Vinamilk Fresh Milk 100%.”
Shot: One of the students picks up a bottle of Vinamilk Fresh Milk 100% and examines
it.
Voiceover: “Made from 100% fresh milk, Vinamilk Fresh Milk 100% is the perfect
companion for students during exam season.”
Shot: The student puts the bottle of Vinamilk Fresh Milk 100% in their basket.
Voiceover: “With its delicious taste and nutritious benefits, Vinamilk Fresh Milk 100%
is the perfect gift for students during exam season.”
Shot: The students are seen walking out of the supermarket with their bags, with a bottle
of Vinamilk Fresh Milk 100% in each of their hands.
Voiceover: “So if you want to stay focused and energized during exam season, make
sure you have Vinamilk Fresh Milk 100% by your side.”
Closing shot: The students are all smiling and laughing together.
Voiceover: “Vinamilk Fresh Milk 100% - The perfect companion for exam season.”
Besides, we also included a very catchy and typical song video of Vinamilk for this
100% Vinamilk Fresh Milk product line.
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Conclusion
For a large corporation with a long track record of success like Vinamilk, the
advertising, PR, and marketing programs are all very methodical and professional,
highly humane, touching the hearts of users, typically the programs School milk, Stand
Tall Vietnam Milk Fund, "One Million Vietnamese Trees Fund" campaign, etc.
successfully applied online marketing methods.
Links on the online platform are flexible, always updated with new information, using
good content, enough information to introduce the company, operations, and
promotional news from the website to the Fanpage. Build applications that are easy to
operate and convenient for customers. In addition, Vinamilk has a strong product
research and development department, attaching importance to market research and
understanding user tastes, as well as the sales activities of distributors, listening to
feedback. Consumer feedback in many aspects, making good use of media. Thanks to
that, Vinamilk can provide the most suitable products for consumers.
In the era of technology explosion, if businesses know how to take advantage of digital
channels, we will reach customers extremely quickly and effectively. Vinamilk
continues to conquer the market, build a strong brand and develop sustainably in the
digital era.
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References
ACC Group, 2022. Chiến lược Định vị thương hiệu của Vinamilk, s.l.: ACC Group.
Google, 2023. How tuning in to audience insights helped Vietnam’s Vinamilk earn
awareness and engagement, s.l.: Think with Google.
Hải, V. T., 2023. Phân tích mô hình SMART của Vinamilk hoạch định chiến lược, s.l.:
Võ Tuấn Hải.
Hùng, V. N., 2022. 4 Vinamilk’s successful marketing strategies in Vietnam, s.l.:
Malu.
Mekong Soft, 2022. Phân tích chiến lược Marketing 4P của Vinamilk, s.l.: Phân tích
chiến lược Marketing 4P của Vinamilk.
PR Newswire, 2021. Vinamilk Successfully Debuts Organic Milk at Shanghai's
Global Food Trade Show. 29 November.
PR Newswire, 2023. Vinamilk Green Farm and Organic Milk First to be Clean Label
Project Certified. 27 January.
Phuong Nam 24h, 2023. Logo Vinamilk và ý nghĩa của sự thay đổi sau gần 5 thập kỷ,
s.l.: Phuong Nam 24h.
Research and Markets, 2022. Research Report on Vietnam's Dairy Industry 20222031, s.l.: Research and Markets.
Statista, 2020. Market share of leading drinking milk brands in Vietnam in 2019, s.l.:
Statista.
Statista, 2023. Milk - Vietnam, s.l.: Statista.
Statista, 2023. Most chosen FMCG brands in dairy and dairy substitutes category in
urban areas in Vietnam in 2022, by penetration rate, s.l.: Statista.
VALUMICS, 2021. Milk Consumption Behaviour Analysis in Behaviour Analysis in,
s.l.: VALUMICS .
Vietnam Insider, 2020. Consumer buying habits change as online shopping demand
surges in Vietnam, s.l.: Vietnam Insider.
Vinamilk, 2023. Vinamilk new identity, s.l.: Vinamilk.
34
GROUP PROJECT CONTRIBUTIONEVALUATION
No.
Full name
1
Nguyễn Thị Phương Thảo
Student
ID
20070331
2
Nguyễn Thị Hồng Hạnh
19071347
3
Nguyễn Thị Quỳnh Anh
20070095
4
Ninh Thị Phương Thảo
20070332
5
Nguyễn Phương Thảo
20070053
6
Nguyễn Thị Kim Nhung
20070288
Assigned tasks
- Introduction
- Digital marketing
presence
- Presentation slides
- Overview of
digital marketing
idea
- Presentation slides
- Six categories of
digital
communications
tools or media
channels
- Presentation slides
- Digital marketing
strategy analysis
- Presentation slides
- Practical tasks
- Review and edit
the whole content
into a Word report
- Presentation slides
- Conclusion
- Digital marketing
presence
- Marketing video
- Presentation slides
Contribution
level
100%
100%
100%
100%
100%
100%
35