marketing advertising
VINAMILK YOGURT
Course code: MKT 3362
Course title: Advertising.
Lecturer: Phạm Thị Phương.
Group: 9
Students name: Đỗ Tùng Anh Nguyễn Phương Anh Đỗ Danh Đạt Nguyễn Nguyễn Nguyên Anh Nguyễn Thị Kim Oanh.
Ha Noi, Vietnam.
Table of Contents
1. Situation analysis
Company history
Product evaluation
Consumer evaluation
Competitor evaluation
2. Marketing goals
3. Budget
4. Advertising recommendation
Target market
Advertising objectives
Creative strategy
Execution
5. Media recommendation
Media objectives
Media strategy
Media schedule
6. Integrated marketing recommendations
Sale promotion
Public relations recommendations
7. Conclusions
I. Situation analysis:
A. Company history:
The company was established in 1976 as the state-owned Southern Coffee-Dairy Company, to nationalize and take over the operations of three previously private dairy factories in South Vietnam: Thống Nhất (belonging to a Chinese company), Trường Thọ (formerly owned by Friesland Foods, best known for its production of condensed milk that was widely distributed across the South), and Dielac (Nestlé). It was then renamed to United Enterprises of Milk Coffee Cookies and Candies I in 1978 and finally Vietnam Dairy Company was formally established in 1993. In 2003, follows its IPO to the Ho Chi Minh Stock Exchange, the company legally change its name to Vietnam Dairy Products Joint Stock Company (Vinamilk). The principal activities of the Vinamilk are produce and distribute condensed milk, powdered milk, fresh milk, soya milk, yogurts, ice-cream, cheese, fruit juice, coffee and other products derived from milk.
Vinamilk products such as powdered milk and condensed milk are also exported to the Middle East, Cambodia, the Philippines and Australia. Exports accounted for $180m in 2012.[1] Vinamilk's main competitors
Course code: MKT 3362
Course title: Advertising.
Lecturer: Phạm Thị Phương.
Group: 9
Students name: Đỗ Tùng Anh Nguyễn Phương Anh Đỗ Danh Đạt Nguyễn Nguyễn Nguyên Anh Nguyễn Thị Kim Oanh.
Ha Noi, Vietnam.
Table of Contents
1. Situation analysis
Company history
Product evaluation
Consumer evaluation
Competitor evaluation
2. Marketing goals
3. Budget
4. Advertising recommendation
Target market
Advertising objectives
Creative strategy
Execution
5. Media recommendation
Media objectives
Media strategy
Media schedule
6. Integrated marketing recommendations
Sale promotion
Public relations recommendations
7. Conclusions
I. Situation analysis:
A. Company history:
The company was established in 1976 as the state-owned Southern Coffee-Dairy Company, to nationalize and take over the operations of three previously private dairy factories in South Vietnam: Thống Nhất (belonging to a Chinese company), Trường Thọ (formerly owned by Friesland Foods, best known for its production of condensed milk that was widely distributed across the South), and Dielac (Nestlé). It was then renamed to United Enterprises of Milk Coffee Cookies and Candies I in 1978 and finally Vietnam Dairy Company was formally established in 1993. In 2003, follows its IPO to the Ho Chi Minh Stock Exchange, the company legally change its name to Vietnam Dairy Products Joint Stock Company (Vinamilk). The principal activities of the Vinamilk are produce and distribute condensed milk, powdered milk, fresh milk, soya milk, yogurts, ice-cream, cheese, fruit juice, coffee and other products derived from milk.
Vinamilk products such as powdered milk and condensed milk are also exported to the Middle East, Cambodia, the Philippines and Australia. Exports accounted for $180m in 2012.[1] Vinamilk's main competitors