D, Overall Marketing Strategy (The Sales Plan) I. Product Strategy and Description

D, Overall marketing strategy ( the sales plan)
I. Product strategy and description

1. Product strategy
Core benefits: TH True Milk fresh milk product was born in a modern
society with increased income and improved understanding of the benefits
of milk for human health. Consumers' demand for clean, quality and
nutritious milk products, TH True Milk has fully met those wishes from
consumers. The company focuses on providing clean, diversified dairy
products from nature, and at the same time fresh - delicious and best
quality.
2. Product description
a) Product catalog of TH True Milk
TH True Milk's products include:
 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
Besides, TH True Milk also expands its product portfolio with other
products such as: Walnut milk - macadamia, yoghurts, purified water,
butter, cheese. It can be seen that at the time of entering the market
in Vietnam, the marketing mix strategy of TH True Milk, rather than its
new product strategy, was able to meet the diverse needs of
consumers from food Drink immediately to prepare food.
b) Name
 TH is an acronym for the phrase True Happiness, which is
understood in the Vietnamese sense as "True Happiness".
 True Milk is understood as "clean milk"
With the name TH True Milk, the company wishes to bring consumers
clean milk products from nature, with good quality, fresh and
beneficial to human health. Besides, the name TH True Milk is also
associated with the outstanding features of the product, it is also
completely easy to remember and makes a deep impression on
consumers' minds.
c) Packaging, labels
TH True Milk's dairy products are all using packaging of Tetra Pak
(Sweden) and Combibloc (Germany). These types of packaging are
manufactured on modern production lines to help best protect the
products inside in terms of quality, taste and nutrition.
 packaging and labels of th true milk
 Packaging and labels of TH True Milk – Photo: Internet
 Size: 180ml and 110ml boxes
 The top of the box has the production date and expiration
date
 Box body: Full of information about the product's nutrition
and instructions for use
 Appearance: Relatively simple with the main color of blue,
the product name stands out with blue font on a white
background, above the milk box is an image of the sky.
d) The quality of TH True Milk's milk products
In order to meet the increasing needs of consumers, the company

has not hesitated to invest in the world's most modern technologies in
concentrated dairy farming with a closed production process. green
meadow to a clean glass of milk”. As a result, milk products from TH
True Milk always have guaranteed quality, fresh taste, and full of
nutrients.
TH True Milk is also provided with the international certificate ISO

22000: 2005 on food hygiene and safety of BVQI organization and
many other certificates about the quality of its products.
II. Pricing strategy

TH True Milk's pricing strategy is one of the important strategies
contributing to the success of its entire set of marketing strategies.
1. Valuation
The price of TH True Milk at TH True mart stores is a consumer-
directed price and is the price set by the company. Besides, the
selling price from stores and supermarkets will be different from the
selling price of TH True mart stores. Specifically:
 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
 The price of TH True Milk at consumer stores is: 26,500
2. Market penetration stage pricing strategy
For the Vietnamese market, TH true milk's competitor is the giant
Vinamilk, the brand that has dominated the dairy market for a long
time, TH is the brand that comes later and is able to break into the
market and create success. The company needs a pricing strategy to
make a difference. With TH True Milk's initial strategy of providing
high-end product lines, TH therefore chose a skimming strategy
(priced the product as high as possible) along with focusing on
people's psychology. consumers with the mindset "high price, good
quality"
TH True Milk focuses on customer groups that are well-off families
with children, young people and people who like natural products and
care about health. Therefore, the price of TH True Milk's products is
always higher than the average.
3. Price adjustment strategy
The competitive advantage of TH True Milk owns the source of
natural ingredients from the farm, it is not affected much by the price
of raw materials from the market. Prices will be adjusted when there
is a price increase from the general milk market
III. Promotion strategy

1. 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.
2. Advertising TH True Milk

TH True Milk advertising sizes are deployed by the company in the
form of multi-channels from:
 Advertise on television at channels such as VTV3, HTV7,

SCTV2, TVC...
 Advertise in the press with the target customer group of TH
True Milk is women, people with families and small children.
Therefore, the company focuses on advertising in
newspapers such as: Phụ nữ, Tuoitre, Sài Gòn Tiếp thị, Eva,
afamily…
 Outdoor advertising with light box billboards in public places
such as bus stations, schools, hospitals, etc.
IV. Place/distribution strategy

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 http://www.thmilk.vn, consumers
can order and receive goods right at home.

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D, Overall marketing strategy ( the sales plan)

I. Product strategy and description

d) The quality of TH True Milk's milk products

In order to meet the increasing needs of consumers, the company

TH True Milk is also provided with the international certificate ISO

II. Pricing strategy

III. Promotion strategy

2. Advertising TH True Milk

 Advertise on television at channels such as VTV3, HTV7,

IV. Place/distribution strategy

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