Họ và tên: Bùi Quang Huy

Mã sinh viên:1873402022023

Khóa/Lớp:K104

Niên chế:2018-2022

STT:01

ID phịng thi:712 045 0523

Ngày thi:07/10/2021

Giờ thi:14h00

BÀI THI MƠN:GIAO TIẾP TRUYỀN THƠNG
Hình thức thi:Bài tập lớn/Tiểu luận
Mã đề thi:01

Thời gian thi:24h

Question 1:
What is communication ? How does a communication process happen? Design a
communication strategy to launch a new product of Company X.Company X is of
your own choice


1.What is communication?
-Communication is the process of sending and receiving messages through verbal
or nonverbal means, including speech, or oral communication; writing and

graphical representations (such as infographics, maps, and charts);
and signs, signals, and behavior. More simply, communication is said to be "the
creation and exchange of meaning.”
2.How does a communication process happen?

The 8 stages of the communication process are:
1.Sender: The person who wants to communicate.
2.Message: The information the sender wishes to communicate.
3.Encoding: How the message is to be communicated e.g. verbally or written.
4.Channel: How the message is sent e.g. face to face or by email.
5.Receiver: The person to whom the sender sends the message.
6.Decoding: How the receiver understands or interprets the message.
7.Feedback: The receiver’s response to the message.
8.Noise: Anything that might interfere with communication or reduce the chance
of successful communication.


Design a communication strategy to launch a new product of Company TH
TRUE MILK
I.Introduction
TH Group was established with the financial advice of Bac A Commercial Joint
Stock Bank. In addition to providing financial services and social security
activities, Bac A Commercial Joint Stock Bank pays special attention to investing
in the dairy and food processing industry.
From that starting point, TH Group is gradually developing to become a leading
manufacturer in Vietnam providing clean food products derived from nature,
including fresh milk, clean vegetables and fruits, … of international quality.
With the criterion of keeping the essence of nature intact in each product, TH
Group has equipped with modern technology as well as the world's leading human
resources. TH Group also applies a high-end management system and synchronous

closed production process from farming to distributing products to consumers. All
are aimed at serving consumers the cleanest, safest, freshest and most nutritious
products.
TH Group's product portfolio currently includes TH true MILK pasteurized fresh
milk products. TH Group is also developing a retail store system TH truemart.
Since 2017, TH True Milk Company has made leaps and bounds in business
activities. The company's profit after tax in 2017 was VND 319 billion, in 2018 it
was VND 450 billion. During the five years of 2014 - 2018, TH's profit after tax
has increased 15 times.

II.Situation analysis
1)PEST
Political(P)
-Tax policy
-Very strict quality requirement

Economical(E)
-Vietnam’s economy develops
-Firce business environment

Social(S)
-Weather,environment in Vietnam
-Hot and humid monsoon climate.

Technological(T)
- Israel's dairy technology, using
electronic chip to wear foot
(Pedometer)



- Frequent natural disasters and
floods.

-High temperature fast sterilization
technology

2)SWOT
Strengths(S)
-Large investment, leading modern
equipment in Vietnam
-Clear and specific strategic goals
-The factories and cow farms have
convenient and suitable locations

Weaknesses(W)
-The company's factory is still small
with not much capacity, products are
not diversified and abundant.
-The distribution system has not
created high coverage

Threats(T)
The competition is fierce and strong
with big milk companies
Vietnam's entry into the WTO has
created opportunities for foreign
companies to participate in the
Vietnamese market, so competition
among dairy companies has also been
enhanced.


Opportunities(O)
-Vietnam's dairy market is considered
to be very potential
-The income and living standards of
Vietnamese consumers are increasing
day by day, consumers tend to focus on
health and invest more in functional
foods as well as nutritional products.

3)Goal settings
-Milk consumption in the fresh milk market in Vietnam in 2020 was: 1520 million
liters, accounting for 55% of the fresh milk market share in Vietnam in 2018.
- Milk consumption volume in 2020: 28 liters of milk / person / year
*Target marketing:
-Launching the TH true MILK pasteurized fresh milk product, at the same time
expanding the production of products made from fresh milk
-Implementing a project to supply fresh fruits and vegetables and other clean foods
-Launching a retail chain of TH Truemart specializing in providing fresh and clean
products from TH Farm
-Carrying out the project of raising dairy cows in concentrated barns and
processing milk with a scale of 1 billion 200 million USD 137,000 dairy cows on
37,000 hectares of land. When completed, it will meet 50% of the milk production


needs of the domestic market, becoming the leading supplier of clean and fresh
milk in Vietnam
*Target customers:
TH True Milk always brings you the best quality, complementary and delicious
products for your health. You will not worry when using TH's products.

TH True Milk consumes dairy products mainly in Vietnam.
For the market segment, children account for 25% of the total population of the
country and are the target
The main customers use liquid milk, so this is the object that needs to be targeted
the most.
Adults (15-59 years old) account for 66% of the country's population, a fairly high
percentage. This is for
The object of labor has income and holds expenditure, so it is the object of
purchasing decision.
The elderly: only 9% of the population, a relatively small percentage, and the
elderly often use powdered milk and use less liquid milk.
Dairy products are not subject to consumer price pressure because milk is a quality
product high nutritional value, when selected consumers will continue to be loyal
despite the price increase
All ages and subjects are suitable for TH True Milk
TH's products are developed for children and teenagers who have a great demand
for milk and consumption of dairy products is the largest. TH divides target
customers into two groups:
-Group of individual customers: are users who have the need to buy and are willing
to pay to buy special TH products
-Organizational customer group: are distributors, wholesalers, retailers, shops,
supermarkets .... who want and are willing to distribute TH products of the
company.

III.Buiding a marketing stratergy


1.Advertisement
-Advertise on television at channels such as VTV3, HTV7, SCTV2, TVC...
-Advertise in the press with TH True Milk's target group of customers who are

women with families and small children. Therefore, the company focuses on
advertising in newspapers such as: Women, Tuoitre, Saigon Marketing, Eva,
afamily...
-Outdoor advertising with light box billboards in public places such as bus stations,
schools, hospitals,...
2.PR activities
-Join the charity program with the rhythm of love
-Giving scholarships to students
-Being the main sponsor of the reality TV show "I've grown up"
-Organize a program of Young Artists
-Participating in sponsoring the program "Milk journey to the Northwest - Children
remind TH True Milk"
-Participating in the brand birth program to attract talents for the company as well
as promote the image of the company to students
3. 4P Stratergy
TH is currently pursuing a 4P marketing strategy. This strategy plays a very
important role and makes a great contribution to building the value of TH truemilk
*Products:


-Pasteurized fresh milk is made from 100% pure fresh cow's milk
-Pasteurized fresh milk with sugar
-Low-sugar pasteurized fresh milk
-Pasteurized fresh milk with chocolate flavor
-Pasteurized fresh milk with strawberry flavor
-Fresh milk helps supplement calcium, phytosterols
In the future, TH aims to specialize in providing fresh, high-class, safe, fresh,
nutritious, natural food products, produced under a closed model, with quality
control. from the sterile stage to the hands of consumers such as fruits,
vegetables,…


*Price:
TH True Milk's pricing strategy is one of the important strategies contributing to
the success of its entire set of marketing strategies:
-The price of TH True Milk at TH True mart store is: 22,850 VND/lot with 4 boxes
of 180ml
-The price of TH True Milk at supermarkets is: 23,585 VND/lot with 4 boxes of
180ml
-The price of TH True Milk at consumer stores is: 26,500 VND/lot with 4 boxes of
180ml
*Promotions:
Media message of TH True Milk with the main message: "The essence of nature is
kept intact in every drop of clean fresh milk".
Secondary message:
Shape and style: Maintain and improve your figure. Create a feeling of lightness,
health, youthful attractiveness in the opposite person.
Physical: The drops of milk distilled from nature through a closed process bring
essential nutrients to the body.


With its communication message, TH True Milk has left a good impression and hit
the essential needs of consumers, which is a clean milk source and a beautiful
body. The company has made constant efforts in promoting, building images, ideas
for good slogans, designing logos and more importantly, paying attention to
environmental management as well as energy saving.
*Place:
Milk is an essential FMCG commodity for consumers, so it is necessary to ensure
its presence everywhere in the country so that consumers can easily access it. Until
now, TH has had TH true mart store chains spread across the country, each store
has modern, beautifully decorated food preservation equipment and systems to

help build a good image. in the mind of the customer.
In addition, TH True Milk is also distributed at large and small retail locations such
as Big C, Lotte Mar, Coopmar, MaxiMark... Distribution through online channels
is also deployed by the company to reach good users. Through online ordering on
website , consumers can order and receive goods right at
home
IV. Launched campaigns
1.Advertisement on Facebook and Instagram:
Advertise on big site, get lots of daily traffic
Set up a separate Facebook page for the company to update the situation and
receive feedback from user
-Run facebook ads for aritcles,banners,videos about products
-Time:From 01/09 to 31/12/2021
Estimated cost:200.000.000VND/month
Total cost : 600.000.000VND
2.Run banners ads on website:
Run Banner on Tuoitre news about 3 weeks before each event is held to end the
event.
-Time: 01/09 to 31/12/2021


- Cost: 5 posts on Tuoitre news position "Focus": 18.000.000 VND / 1 post; post
banner Tuoitre news “Right banner 2” within 15 weeks: VND 25.000.000
3. Run video ads on Youtube
- Estimated cost: 1.000.000.000 VND/3 months
4.Participate in outdoor activities
-Participating in charity program:2 millions glasses of milk for poor children,
giving gifts to poor families Sponsoring study promotion and humanitarian fun
V.Solutions
-Firstly: TH True Milk needs to expand its distribution channel.

-Secondly: The company should develop product lines to be able to compete with
well-known brands in the market such as Vinamilk, Duch Lady
-Finally: There should be many promotion activities. Especially in the current
period, TH Milk needs to prove its advertising is not too true.
From understanding the current situation of TH milk product development of TH
Milk Joint Stock Company, it can be seen that the development of new products is
not an independent job, it is related to strategy, policy, infrastructure. corporate
resources. New product development needs to be associated with and support the
consistency with the entire operation of the business.
We can identify some risks with the marketing plan that we have established and
put in place remedial measures
VI.Conclusion
Setting a development strategy for the company is one thing, and finding and
applying the resources to implement that strategy is another matter. What
companies themselves wonder is how and for how long their strategy will work
and whether that strategy is right for the company, too little or too much. Devising
a strategy for a company is not an easy thing, it is a research process of managers,
when formulating a strategy for a company, a manager must clearly understand the
employees. external factors affecting the company and the capabilities it can
provide for the strategy to achieve its objectives.
A good strategy is a clear and specific strategy that is consistent with the
company's ability to. is that the company's resources must always be appropriate,


in the process of doing so, the administrator must regulate how to create a link
between these two issues, so that the new strategic goals can be achieved.
TH True Milk is trying step by step to become the biggest company in Vietnam.