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<b>Class : MKT1818 </b>

<b>Lecturer : Đoàn Thị Thanh Hương</b>

<b>Course : MKT304 </b>

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<b> Table of Contents</b>

I. Introduction... 3

1.1. Company... 3

1.2. Products/ services/ customers...4

II. The situation analysis (MKT) – swot... 5

1. Strengths... 5

2. Weaknesses... 6

3. Opportunities... 6

4. Threats... 7

III. The Media strategy plan (min 1 month)... 8

1. Objectives – smart goals... 8

2. Media strategy... 9

3. Selecting broad media classes... 10

4. Selecting media within classes and 5. Media use decision ...10

IV. Creative strategy plan... 12

1. Schedule... 12

2. Evaluation and follow up... 12

V. Conclusion... 13

VI. Reference... 13

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I. IntroductionI. IntroductionI. Introduction

Milk Brand from the Vietnam Dairy Association in 2020. (nutifood n.d.)

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and in 2000, it was renamed Nutifood.Slogan: Nutritional solutions from experts.

Vision: To become a leading company in nutritional food, sustainable development forthe benefit of consumers.

Mission: Meet the specific nutritional needs of each age group and each differentdisease, contributing to the comprehensive physical and intellectual development ofpeople. (nutifoodsweden n.d.)

Core value system: Honesty - Health benefits - Caring for people – Fairness.

With the slogan "Nutritional solutions from experts", considered a guideline for thedirection of its activities, NutiFood invests heavily in research and development ofspecialized nutritional products. With the cooperation of domestic and foreignnutrition experts, NutiFood is the first company in the country to market specialtreatment milks for patients who can be fed through a gastric tube at a price of justover a fraction of the price. Half compared to imported products; Special products fordiabetics, children with anorexia, and obese people; Product lines follow the life cyclefrom newborns, to ages that need brain development, height development, to pregnantand lactating mothers, to the elderly who need calcium supplements...(suckhoedoisong n.d.)

1.2. Products/ services/ customers.

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Nutritional products according to age

Nutritionalproducts for specialtreatment anddiseaseprevention

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Nutifood's marketing strategies in particular and other steps are very solid. At the same time, aiming for sustainable development. Thanks to that, we received great support and love from many customers. So this is the foundation, a solid basis for brands to offer those solutions.

1. Strengths

Invest and develop modern production technology

Invest in modern production lines and equipment imported from Germany, Sweden, Japan, etc. Thereby, ensuring safe quality with maximum nutritional content.

Vietnam's No. 1 children's milk brand

Leading nutritional research team and advanced production technology. Nutifood has been at the forefront of health solutions related to malnutrition, diabetes,…

<b>• Improve nutritional quality and community health care</b>

Nutifood is honored to be trusted by the Government to jointly solve the national nutrition problem. That is to reduce the rate of malnourished and stunted children from 31.9% in 2009, to less than 15% in 2020. In addition, we also strive to bring quality products suitable for all ages.

<b>• Extensive distribution system</b>

Distributed widely throughout the country so that users can access it easily. In addition, there are also diverse forms such as retail, stores, supermarkets, schools,... with a large number of

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In 2021, Nutifood's Nuti Calcium soy milk was notoriously "accused" of having a strange smell... Previously, there was a "scandal" of spoiled milk, floating... about the ready-to-mix powder product Nuvita Grow 110ml. However, after inspection, the products showed no strange signs. However, this result still leaves customers confused.

3.

Opportunities

Dairy market potential in Vietnam

Economic development necessitates increased health care and investment in new generations, making supply-demand balance challenging. Prioritizing milk and dairy products, particularlyliquid and powdered milk, for potential markets.

Current convenience trends

Instant drink products are very popular today. Therefore, this is a good opportunity to combine powdered milk into ready-to-use formula. Thereby, ensuring consumer demand as well as necessary nutrients.

Vietnamese people increasingly prefer "domestic" products.

After Covid-19, 76% of Vietnamese consumers prefer domestic products, particularly related brands, due to their clear origin, high quality, safe, and affordable prices. Vietnamese goods account for 90% of domestic distribution facilities.

health-4. Threats

Competition is fierce

The dairy market share is increasingly competitive with both domestic and foreign brands. Some typical names include: Vinamilk, TH Milk, Moc Chau,... Of which, Vinamilk is the brand holding more than 50% market share. In addition, Abbott, Frieslandcampina Vietnam,

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milk market with 75%. It can be said that this is no small challenge for Nutifood.

Inadequacies in dairy farming

95% of dairy cows in our country are raised on a small, unprofessional scale. Animal husbandry techniques and disease prevention have not been properly trained. In addition, the increase in prices of breeds, animal feed and output prices, etc. All make it difficult to ensure the quality of milk sources. Not to mention, it can only meet 20-30% of consumption, so milk imports are huge. And to solve this problem, businesses have to invest large costs. From there,it leads to price fluctuations, squeezing revenue and profits.

Competitive pressure has increased sharply since joining the WTO

Tax cuts for foreign milk are committed to in the Preferential Tariff Agreement with general effect in the ASEAN Free Trade Area (CEPT/AFTA commitment) and commitments to the WTO.

Externalizing psychology

However, currently, a part of consumers still tends to prioritize consuming foreign products. From there, it has a negative impact on consumption.

Food quality and safety issues

Due to loose inspection and control processes, many branded and counterfeit products are floating on the market. It causes the reputation of brands to be seriously affected.

1. Objectives – smart goals

Objectives increasing brand awareness and increasing sales are common goals of a communication plan. This ensures that the company will focus on improving brand awareness and enhancing sales.

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increase in social media interactions and a 10% increase in sales within 1 month. This goal is smart because it provides specific metrics and deadlines, making it easy to evaluateperformance and progress.

Story

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of spreading the content and story of each product. A social network is a suitable place for spreading information and creating unique and interesting things for customers.

Buzz marketing

The impact of groups and marketing is pushed up and also makes people affected by positive beliefs about the product, thereby affecting purchasing behaviour. This is also a fairly effective communication method for the brand.

Partnering with influencers, KOLs makes products more known on social networking platforms TikTok,.. encourages cooperation with people with product-related to promote easier.

3. Selecting broad media classes

ImageryInteractive tool

Internet advertising

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Support Media

Online newspapers

E-commerce platform

Social platform

4. Selecting media within classes and 5. Media use decision

Selecting media within classesMedia use decision

Run by algorithm on Google with theKeywords “Raising nutritional standards, Reaching Vietnam's level”

Running NutiFood Official WebsiteAdvertisement

Image ads interspersed with promotionalInformation.

Website programs display relevant banners,hashtags, and slogans

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Associate with KOLs with posts withhashtags

Post in food review groups

and actors on social networks and a few shortvideos.

Youtube: Run online ads

Invite nutrition specialists to promote theproduct

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Support Media:

Large billboards in big cities such as Hanoi, Ho Chi Minh City and public amusement parks such as pedestrian streets.

Estimated 150 billboards in Vietnam

Placed in places where many peoplegather, suchas pedestrian streets, publicplaces, andcommercial centres

E-commerce platform:

Create sales on commerce platforms such as Shopee, Lazada, Tiki .. to promote and attract customers to buy products

Tiki: When ordering Grow PLUS+products on Tiki app, users apply code"UONGGROWPLUS+NGAYTHOI"before payment to receive 10% discount onproducts.

1. Schedule

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4.2. Evaluation and follow-up.

- Internet advertising:

2. Evaluation and follow up - Internet advertising

With a low response rate of only 50%,

The number of positive feedback ranges from 75% to 89% Received quite a lot of good feedback on product qualityReach increases and leads to 100% positive responses

<b>-Social platforms</b>

- Social platforms

Social media engagement reaches 60%

With a dizzying reach in just 1 week create challengesUp to 100% positive engagement rate,

In addition, there is still negative feedback, but only a small part of 10%

-Online Newspapers:-Online Newspapers

Views of online articles are lower than views of websites reduced visits.Access by different age groups increases

Despite the fierce dairy market with countless reputable and top quality brands. Customer benefits and improved quality of life are the key keys to creating this success. Because it is the factor that brings the brand closer to customers. Even everyday life. With a solidly built foundation and stepping stones, NutiFood is ready for further success in Vietnam. As well as reaching out to assert ourselves in the world market. (nutifoodshop n.d.)

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n.d. nutifood. n.d. nutifoodshop. n.d. nutifoodsweden. n.d. suckhoedoisong. thach-nang-chuan-dinh-duong-cho-nguoi-viet-169160683.htm.

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