Họ và tên : Bùi Thị Trang

Mã sinh viên: 19LK73402010072

Khóa/Lớp: K104

Niên chế: 2019-2022

STT: 02

ID phòng thi: 712 045 0523

Ngày thi: 7/10/2021

Giờ thi: 13h30

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

Thời gian thi:24h

Question: 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


Contents
Question 1: What is communications ? How does a communication process happen ? ........................................ 3

What is communications ? ....................................................................................................................................... 3
How does a communication process happen ? ......................................................................................................... 4
Question 2 : Developing a communication plan for the "TH True Nut+" nut milk product of TH True Milk
Dairy Joint Stock Company ....................................................................................................................................... 5
I. About TH True Milk Dairy Joint Stock Company ............................................................................................... 5
General introduction about TH True Milk Joint Stock Company .............................................................................. 5
2. The reason for the birth of TH True Nut+ ............................................................................................................. 6
II. Introducing TH True Nut+ nut milk product ...................................................................................................... 6
1.
2.
3.
4.
5.
6.

Product Classification...................................................................................................................................... 7
Ingredients ....................................................................................................................................................... 8
Packaging ........................................................................................................................................................ 8
Desired benefits of customers when buying products ..................................................................................... 8
What makes the product different for customers? .......................................................................................... 8
Product image orientation in the eyes of customers ........................................................................................ 9

III. Situation analysis .................................................................................................................................................. 9
1.

1. Analysis of the macro environment of the business (PEST) ................................................................. 9
1.1 Political ( Politics ) ................................................................................................................................... 9
1.2 Economics .................................................................................................................................................. 9
1.3 Sociocultural ............................................................................................................................................... 9
1.4 Technological ........................................................................................................................................... 10

1.5 Environmental........................................................................................................................................... 10

2.

Overview of the external environment (SWOT) ...................................................................................... 10
2.1 Strengths ................................................................................................................................................... 10
2.2 Weakness ................................................................................................................................................. 11
2.3 Chances ................................................................................................................................................... 11
2.4 Challenges ............................................................................................................................................... 11

3.

Identify the target audience ........................................................................................................................ 11
3.1 Target customer portrait .......................................................................................................................... 11
3.2 Objectives of the business ....................................................................................................................... 12

4.
5.
6.

Determine the message to convey ............................................................................................................... 12
Determine a reasonable communication channel ..................................................................................... 12
Communication plan for TH True Nut+ dairy product........................................................................... 13

IV. Conclude .............................................................................................................................................................. 14
1.

Rating ............................................................................................................................................................ 14
2. Control........................................................................................................................................................... 15


2


Question 1: What is communication ? How does a communication process happen?
What is communication ?
Communication is the act of giving, receiving, and sharing information -- in other words, talking or writing,
and listening or reading. Good communicators listen carefully, speak or write clearly, and respect different
opinions.
Strong communication skills can help kids interact both face-to-face and in the online world. Texting,
chatting, and posting responsibly depends on understanding how words and images affect others. You can
help kids develop their communication abilities by teaching them to use social media responsibly, modeling
positive communication, and watching movies and TV shows that emphasize the value of healthy
communication.
Communication is a simple process, yet showing complexity in some aspects. Different ways of
communication and the distances over which one is required to transfer the information make the process
complicated.
There are different kinds of information. The two major types are verbal communication and non-verbal
communication.
Verbal communication
Verbal communication is the sharing of information through speech. It includes the information that people
hear on radios, televisions, telephones, speeches and interviews.
Effective verbal communication incorporates the use of interpersonal skills. Factors that contribute to the
effectiveness of verbal communication are the clarity of voice and perception and listening skills of the
recipient.
Verbal communication, if it is conducted in a two-way loop, is usually based on immediate responses.
Verbal communication is also influenced by eye contact, gestures and facial expressions. The hearing and
understanding skills of recipient help him understand the context of information and develops his responses
accordingly. Linguistics and the way of presenting information build the impact of communication on the
recipient.
Non-verbal communication

Written or spoken words are not the only means for sharing a message. When there is no use of words, and
the recipient understands what the sender is asking, then it is known as non-verbal communication. Nonverbal communication is conducted through eye contact, postures, gestures, facial expressions, chronemics
and haptics.
Visuals are also an excellent way to represent any information. Use of pictures, symbols and graphs can
help a person communicate effectively. Even hairstyles and clothing of a person convey information
regarding his nature, mood and intentions. People use architectures, and different colours and textures for
home and office surfaces to represent their interests and preferences.

3


How does a communication process happen?
Technically the communication process is split into three major steps. This includes the thought, encoding
and decoding. The thought is the subject of information that exists in sender’s mind. When the sender
transforms his thoughts, ideas or concepts into verbal speech or a written message, then this is known as
encoding. Encoding refers to the encryption of ideas from the perspective of the sender.
When the message is received by the receiver, the recipient reads and understands it. He may translate the
information to better understand it. So decoding refers to the interpretation of information from the
perspective of the receiver. When the receiver clearly understands the information sent to him, two-way
the communication process ends here.
Communication can be a one-way or two-way process. When the information conveyed by the sender is
received by the recipient, this states for the completion of a one-way process. It is not necessary that the
recipient must respond to the sender, but if the recipient formulates a message in reply to sender’s
message, then communication becomes a two-way process. Media content is an example of one-way
communication, in which the receiver is not required to respond back, but he only receives the
information.

4



Question 2: Design a communication strategy to launch a new product of Company X.
Company X is of your own choice.

Topic: Developing a communication plan for the "TH True Nut+" nut milk product of TH True
Milk Dairy Joint Stock Company
I. About TH True Milk Dairy Joint Stock Company
1. General introduction about TH True Milk Joint Stock Company
TH True Milk has the full name of TH dairy food joint stock company, under the management of TH Group.
The enterprise was established based on financial advice from Bac A Commercial Joint Stock Bank.
Starting business in 2010, TH True Milk always wants to aim at the goal of launching clean fresh milk
products in its true sense to consumers.
Although being present in the market for more than 10 years, TH True Milk has also achieved many
achievements such as:
• Inaugurated a clean fresh milk factory with a capacity of 500,000 tons/year in 2013
• Received the title of high quality Vietnamese goods 3 years in a row
• Become a reliable supplier in Vietnam, a reputable brand in 2011
• Top 100 trusted and used products with TH True Milk branded product line
Currently, the TH True Milk brand offers many different product lines. Popular product lines of the brand
include:
• Dairy products: Pasteurized fresh milk, pasteurized fresh milk, Topkid formula fresh milk, natural yogurt,
nut milk, pasteurized drinking yogurt
• Butter and cheese products: Natural unsalted butter, Mozzarella sticks
• Beverage: TH True Milk Juice, TH True Milk Juice, TH True Milk RICE roasted rice water
• Pure water
• Ice cream products: Ice cream cones, ice cream flavors, ice cream boxes
• Japonica rice products FVF
Business status of TH True Milk Joint Stock Company
Although appearing on the market for a short time, TH True Milk has increasingly proved its superiority in
the Vietnamese dairy segment. The company has introduced to the market with over 70 products based on
fresh milk. The goal of the business is always towards clean products and clean drinks for consumers.

According to retail market measurement data as of November 2018, TH True Milk milk grew by nearly
22% in volume and 30% in revenue. Up to now, TH True Milk has reached 40% of the market capacity in
the fresh milk segment in urban retail channels.

5


TH Group is gradually developing to become a leading manufacturer in Vietnam providing clean food
products of natural origin, including fresh milk, clean vegetables, ... of international quality. .
Business philosophy: “The quality of clean fresh milk must include a whole closed cycle, which is strictly
controlled and managed. The first factor is that the input milk source must be really fresh - crystallized from
the clean breeding process: clean eating, clean living, clean drinking. The process of raising dairy cows at
the farm of TH True Milk Dairy Factory in Nghia Dan, Nghe An has a closed and synchronous
technological scale in all stages such as cow breed selection, nutritious feed for cows. , living conditions of
cows (barn, living regime, herd management technology, veterinary care), to production and distribution of
products”.
2. The reason for the birth of TH True Nut+:
- TH Group officially entered the nut milk field on March 21, 2018 with 4 types of nut milk: macadamia
nut milk, walnut nut milk, almond nut milk, nut milk and gac fruit.
- The special of this product is that this is the first high-class nut milk product set available in Vietnam.
Realizing the potential of the nut milk market, TH has researched and launched a line of pure whole grain
milk products "TH TRUE NUT PLUS"
II. Introducing TH True Nut+ nut milk product
- Is the perfect combination from nutritious nuts good for the whole family's health such as: macadamia,
walnuts, almonds, black sesame, chickpeas, millet, green beans, black beans, lotus seeds, etc. …
- Products of the pioneer Vietnamese enterprise producing nut milk with high nutritional content, obtaining
nutrition certifications from experts
- The product does not use refined sugar, has a natural sweet taste from Dates with a low glycemic index
(GI < 55). Especially good for people on a diet, diabetes or healthy lifestyle
- Completely natural: Nut milk products are preserved with all the nutrients in them made from completely

natural nuts.
- Ingredients: Seeds and water
- Slogan: 100% natural - 100% nutrition
1. Product Classification
- The product is divided between different types of nutritional seeds
- Each type of product will have a unique flavor between the nuts mixed in it as well as different sources of
nutrients to serve the nutritional needs of each person.
The product also adds many vitamins and minerals that are good for health
- TH's nutrition experts will offer a variety of suitable drink menus, along with nutritional details in each
category for customers to easily choose products.
- Sort by taste:
+ walnut - almond - black sesame
+ macadamia - walnut - chickpeas
6


+ cashews - almonds - lotus seeds
+ macadamia - oats - black sesame
- Sort by sugar level
+ Low-sugar milk (sugar content accounts for 5%)
+ Sugar-free milk
- Sort by volume:
+ Lot of 4 small 100ml milk cartons
+ 250ml medium milk carton
+ 1 liter large milk carton
2. Ingredients
- Materials are still imported from abroad in the immediate future, but will gradually be moved by domestic
materials.
- TH advocates building a clean farm right in the Central Highlands to grow nuts that meet nutritional
standards and reduce raw material costs.

3. Packaging
- Eco-friendly packaging from biodegradable paper and plastic
- Designed specifically for each different type of product
4. Desired benefits of customers when buying products
- The most outstanding and distinct benefit of the product is that it provides a clean and good source of
nutrition. From there, the target customer group will want to receive a good source of nutrition for the body
=> Health will be improved for those who eat healthy, vegetarian, eatclean, lose weight, pregnant, diabetic,
...
- In addition, the product also provides good substances for women's beauty
- Feeling confident in nut milk products thanks to the brand factors TH, the benefits of nut milk products
+ Developing and affirming the identity and commitment of TH is for the health of consumers as well as
always committed to doing the truth and doing the right thing.
+ This will be a product that marks a milestone for the brand to develop to a new level with superior
positioning, better products and the trend of the future.
5. What makes the product different for customers?
- Reasoning difference:
+ The product is made with 100% natural and nutritious nuts, selected and produced through a modern
process
+ Supplement important nutrients for the body
7


- Emotional difference:
+ Especially good for health from nutrients from nuts
+ Reduce the risk of cardiovascular disease, obesity, diabetes
+ Is a high-class product that brings a lot of value to customers' lives
6. Product image orientation in the eyes of customers
-TH True Nut + is a product made from 100% nutritious seeds, giving consumers good health benefits.
- Is the trend of modern food consumption
III. Situation analysis

1. Analysis of the macro environment of the business (PEST)
1.1 Political ( Politics )
• Policy of tax
- Tax policy on imported dairy products is relatively high and tends to increase in the future
- Opportunity: Increase the competitiveness of TH True Milk with imported milk brands
- Challenges: Fierce competition with the domestic dairy market
 Conclusion:
- Create opportunities to develop, expand production, upgrade and expand scale. At the same time, getting
closer in dominating the domestic dairy market, surpassing rivals and creating strengths when competing
with foreign dairy products.
- Challenges: Fierce competition with domestic dairy enterprises.
1.2 Economics
- Inflation: In recent years, our country's inflation rate has decreased markedly and always remained at a
low level, always at approximately 5%.
- Income: The income level of consumers is increasing day by day
 Conclusion:
- Opportunities: The dairy market is getting bigger and bigger, opening a way for TH True Milk
- Challenges: The inflation rate is falling, the prices of other foods also follow the downward trend. Along
with that, the increased income of consumers means that their consumption choices are more diverse.
1.3 Sociocultural
- Children from 6-15 years old account for about 14.4% of the country's population. However, TH's products
are also aimed at many different age groups. In which, children are suffering from many diseases such as
obesity or related to excess protein and fat due to overuse of cow's milk. According to statistics, it is more
than 41% in Hanoi and 50% in Ho Chi Minh City.

8


 These are alarming numbers => nut milk is a solution to help balance protein and fat as well as
ensure a full supply of nutrients for children to develop comprehensively

- Trend of "CLEAN" food:
+ The situation "more chemicals than food" is increasing day by day. Meanwhile, people's awareness is
also getting higher and higher => Naturally, TH True Milk's motto "clean milk" quickly satisfied a large
number of its customers.
- The melamine content in milk exceeds the permitted level of other companies, contaminated milk affects
the health of consumers.
 Challenges: Consumers will be wary of buying dairy products, potentially reducing TH's sales.
 Opportunity: With its motto of clean milk, TH can quickly convince the most demanding
customers, and at the same time put pressure on rival brands.
1.4 Technological
- Milk production technology is continuously updated and improved more strongly to serve the milk
production process
+ Opportunities: modern technology will help increase productivity and quality of products, and at the
same time contribute to a wider variety of TH's products such as yogurt, fermented drinking yogurt, etc.
+ Challenges: new technology comes with high investment, competitors also boldly invest in machinery.
1.5 Environmental
- TH Farm is located in Nghia Dan (Nghe An), sometimes the climate is harsh, influenced by the Lao wind,
so it is often drought in May-July, the temperature can exceed 40 degrees and the humidity is less than 30%.
. Less affected by storms and floods, but often with heavy rain and floods.
- TH has a large raw grass hill used as raw materials for dairy cows, irrigated with river water and using
organic fertilizers.
 Conclusion
- Opportunity: Minimizing costs thanks to self-supplied materials. Thanks to the investment right from the
start, even if the weather is bad, the cows are still well taken care of
- Challenge: Always facing the risk of disease for the cows and natural disasters that can happen at any time
2. Overview of the external environment (SWOT)
2.1 Strengths
- Have abundant financial resources
- The distribution system is getting more and more complete
- The most modern and high production technology in Southeast Asia

- The company's marketing team has high creativity and high adaptability
- Highly qualified and skilled team of executives, managers and research staff hired from abroad

9


2.2 Weakness
- High cost: Since entering the dairy market, TH True Milk has been a brand with a higher price tag
compared to other dairy brands. This creates a big disadvantage for TH in the competitive domestic dairy
market, especially compared to Vinamilk, the largest dairy producer in Vietnam. Especially, the high price
is also a hindrance of TH True Milk when it comes to accessing the middle and low income class, the class
that makes up the majority of the total population of Vietnam.
- Saturated milk market in Vietnam: No one can deny that the dairy market is thriving in Vietnam, with a
large number of products sold in every store or supermarket from small to large.
2.3 Chances
- Focus on consumer health: One of TH True Milk's biggest opportunities lies in focusing on consumers'
health in recent years. Following that trend, one of True Milk's extremely popular products is the brand's
nut milk product line.
Growth towards international markets: TH True Milk's growing quality and brand recognition has provided
the company with opportunities to grow in domestic and global markets. For example, a brand that has been
recognized by the Vietnamese government for many years to operate in the domestic market or many
awards for user safety helps to prove the health and safety of the product for everyone. consumer class.
Especially in 2016, TH True Milk was honored by the Vietnam Organic Agriculture Association for its
contributions to the development of organic products. These noble awards create momentum for TH True
Milk, not only in the domestic market but also reaching out to international markets such as Russia, China,
and Japan.
2.4 Challenges
- Customers (the bargaining power of buyers):
+ The end customers are the ones who can put great pressure on the company about the quality of TH True
Nut+ products. At present, pure grain milk products are very diverse and interchangeable, the price factor

is no longer so important to consumers when choosing nut milk products. Businesses compete with each
other by quality, product diversity, brand strength, etc.
- Substitute products: TH True Nut+ clearly identifies a new market segment as pure-grain dairy products.
But now there are many similar products on the market that are sold by other small and medium enterprises.
Even other dairy brands can come up with newer, more superior products to compete and replace TH True
Nut+'s products. Because old dairy companies like Vinamilk, Dutch Lady, etc. are fully capable and capable
when they have been involved in the dairy industry for a long time, they see the potential of this pure grain
milk segment.
3. Identify the target audience
3.1 Target customer portrait
- Trends of healthy living, eatclean, dieting, diabetes, obesity, pregnant women, vegetarians, ..
- Age: Over 20-40+
- Behavior :

10


+ These customer groups often pay much attention to the health and nutritional value of consumer products.
They care about health and especially do not like to use a lot of products of animal origin. Plant-based foods
are always a priority
+ This age group usually has a stable income, is knowledgeable and always up to date with new trends
3.2 Objectives of the business
1. Objectives about customers
- Coverage: Reaching 10 million
people nationwide, 2.64 million
objects in the target customer
group
- Awareness: 30% of customers
perceive new, suggest a need
- Interaction: 85% of customers

participate in discussions and
interactions

2. Brand goals
Awareness: 70% of customers
are aware of the brand

3. Business goals
- Sales: Reaching ~60 billion
VND
- Sales volume: 30% of
customers know to buy the
product

4. Determine the message to convey
- When I choose a healthy lifestyle, I enjoy every wonderful moment

5. Determine a reasonable communication channel
- TVC
- Book PR press articles
- Use KOLs
- Facebook
- Seeding youtube
- OOH advertising
- Trade marketing
- POSM
- Customer promo
- Bus ads
- Promotion program
- Organizing and sponsoring contests

- Create trends and challenges

11


6. Communication plan for TH True Nut+ dairy product
Stage 1: Provoking
- Main activity: "Healthy Life Challenge" movement
+ Create a trend to challenge yourself and everyone around with determination to pursue a healthy lifestyle
on TH True Milk fanpage and use a number of KOLs in the field of beauty and fitness who are also
interested in a healthy lifestyle. such as Hana Giang Anh, Uyen Pu,..
+ In which, the content of the Challenge will focus on promoting the use of natural foods and drinks that
are good for health and physique combined with building some good habits such as daily exercise, Drink
water every morning
+ Participants of the challenge will do a 7-day challenge to build healthy living habits, every day will upload
a photo of themselves (with TH True Nut + milk product) with a caption sharing about their healthy lifestyle
and hashtag #healthylifechallenge #healthylife, and tag the next 3 friends who will do the challenge with
you. Those who accept the challenge will continue to perform their 7 days of healthy living similar to the
above
- Additional activities:
+ Booking PR articles, using some other micro KOLs to perform challenges to create good effects, seeding
activities to stimulate more people to join the challenge…
+ Youtube (post), Facebook fanpage
- Complementary activities
+ Product launch press conference
+ Combining exclusive store chains TH True Mart and members of prestigious and widespread distribution
channels such as Vinmart, Circle K, Lotte Mart... put sample products at the top of the booth
+ Introduce, promote and experience product testing at yoga and fitness centers TH True Nut + pure milk,
a drink that is good for health, keeps fit, beautiful skin, supports the training process
+ Place posters/banners at supermarkets, stores and TH True Mart chains

+ Bus advertisement
Stage 2: Attracting
- Viral clip: Released on Youtube, television
TVC Content
A day passed by a family
+ One morning, the daughter and the father drank 1 box of TH
True Nut+ : The daughter that morning was drunk giving a
speech, the father had a successful presentation => brain support
+ The stay-at-home mother, going to the yoga room, also drinks
a box, along with a selfie with a milk box at yoga and fitness
centers, introduces and promotes and experiences TH True Nut+
pure grain products, A good supplement for health, keeping fit,
beautiful skin, supporting during exercise

Message
- The first new product on the market
bearing Vietnamese brand
- The product is an understanding of
the desire for a healthier lifestyle
- The product brings nutrients from
nature, specifically nuts with rich
sources of nutrients

12


- Print Ads: poster, banner, bus ads for gym with hashtag
#ThTrueNut+ #giudang #depda
- Activities to support point of sale, trade marketing, support activities to switch from awareness to
purchase, promotion

• Support activities at the point of sale
+ At retailers, grocery stores put advertising signs, banners with images of TH True Nut + milk line to
introduce to attract more people
+ At TH True Mart store chain: in addition to placing billboards, display shelves, display boxes, and
promotion, staff members wear TH True Nut+'s own uniforms to support and advise customers more about
products to buy.
+ Product display position: can be applied in ways such as eye-level display, hand-level display, stacked in
cubes, according to color, especially on the right hand side of the entrance to the grocery store
+ Design advertising and display materials: it is possible to design shelves to display products with their
own colors and design images of TH True Nut+ products in high-traffic places such as supermarket doors,
at shopping malls. grocery stores, chain stores TH True Nut+
• Trade marketing
+ For supermarkets that accept to apply a higher discount to display products in the most recognizable
places, sponsor shelves/cabinets/boxes to display new products TH True Nut+
+ At schools, hospitals apply a higher discount to reach a target number of customers
+ At retailers, grocery stores discount based on the quantity of goods imported, besides TH also supports
in-store promotion
+ At e-commerce channels and collaborators, the discount will depend on the quantity of purchases such as
CTV: 5 boxes get 10% discount
TMDT: buy 2 packs get 1 extra 180ml box or some accompanying gifts such as TH True Milk glass
drinking cups, TH True Milk water bottles, cloth bags, etc.
• Consumer promotion
+ When buying previous product lines of TH, you will receive TH True Nut+ products as a gift
+ When buying TH True Nut + milk products, you will be given a number of gifts such as personal water
bottles, cloth bags, food containers, glass cups, ..
+ In addition, there are other promotions such as lucky draw (each batch of milk will have a gift voucher),
free sample trial, gift voucher for purchase with orders over 500,000 VND
Stage 3: Spreading
- Main activities: Offline event advising on healthy lifestyle with healthy foods from famous KOLS and
nutritionists


13


- Activities to support point of sale, trade marketing, promotion
 Point of sale support activities
 In the middle of the sales shelves, there will be Infographics that provide full information and
benefits that TH nut milk brings.
 PG was sent to supermarkets at milk counters to introduce TH's new nut milk products =>
Combine with gifts, mini games at retail points to attract attention from customers
 PG stands at offices and apartments to introduce nut milk products and invite customers to try
milk
 At supermarkets, book a private area beautifully decorated to create a spreading message
"Love life - I choose to live well" with pictures for customers to take pictures and post on
social networks, they will receive 1 gift of 1 box. nut milk
 Trade marketing
 Promote discounts with members in the distribution channel when taking goods in large quantities
 Set weekly and monthly KPIs for channel members to strive to achieve, if KPT is achieved, it will
be beneficial in the discount rate for not only TH True Nut+ products but also for all TH's products






Promotion
Offer promotions to distributors
PG stands at the milk stall for customers to try milk
The program includes TH True Nut+ products with TH products displayed in eye-catching places
in supermarkets, TH specialized stores, placed at customer's eye level.







Communication
Create contests to spread healthy lifestyle on Facebook, Instagram, Blog, ..
Run TVC ads, viral videos on social media channels Facebook, Youtube, Instagram, etc.
OOH: Posting advertisements at electronic boards in elevators of supermarkets, cinemas,
commercial centers, apartments, buildings

IV. Conclude
1. Rating
- The plan lists new exciting opportunities:
+ The boom and popularity of reality TV shows
+ E-commerce is becoming more and more developed
- The plan addresses the main risks
+ Other competitors may launch a similar product
+ Consumers are not really familiar with pure grain products and prefer imports
- Clear plan in market segmentation and target market selection
- Product quality must be guaranteed 100% as committed to customers
- 80% of customers are satisfied with the new product TH True Nut+
14


- Achieve at least 85% of the set goals
2. Control
- Because TH True Nut + is a new product, at retail points, sellers do not understand this product well, so
they will be monitored, monitored, and there is a signboard about the uses and functions of the product

hanging here. for buyers to see
- In phase 1, there is a challenge to build healthy living habits with attractive gifts for those who accept the
challenge and special gifts for the winners. In stages 2 and 3, communication programs need to be promoted
so that customers can grasp information about promotions and gifts in events.

15