Vinamilk-Dielac Alpha Gold

Analyse Promotion strategies
PRODUCT STRATEGIES
Strategy 1 (Product decision): Shopping product
PLACE AND DISTRIBUTION STRATEGIES
Strategy: Vertical marketing system
ANALYSe Place STRATEGIES
Wide distribution nationwide.
Dielac Alpha Gold
Less frequent purchase

Much planning and shopping effort

Comparison of brands on price and quality
Strategy 2 (Branding): Brand Extension


New category:
Powdered milk

Strategy 3 (Branding): Line Extension
Existing brand name: Vinamilk


Analyze
Product strategies
















Strategy: Branding (brand extension and line extension)





Working well
Working well
Not working well
Face a strict competition about channels in big cities.
Strategy 1: Advertising
Promotion strategies

biggest issues
not aware that DIELAC brand belongs to VINAMILK corp.
Competitors threats
"Cheap PRICE comes with bad QUALITY" mindset
MARKETING OBJECTIVES
+ People knows DIELAC brands belongs to VINAMILK
+ DIELAC becomes more COMPETITIVE
+ Change customers mindset --> " Good quality, affordable price"
RECOMMENDATION

+ Increase DIELAC'S availability via channels
+ Improve QUALITY, maintain PRICE (more for less)
+ LONG-TERM Promotion mix
introduction
Strategies 4: Public Relation:
The "Stand Tall Vietnam” Milk Fund 2014
Promotion strategies
Strategy 2: Sale Promotion
+ Offer gifts.
Strategies 3: Personal Selling

Experienced salespersons.
Strategy 5: Direct Marketing
+ Website: www.vinamilk.com.vn
+ Hotlines:(08) 54 155 555

+ Contract with Viettel to improve online services.

+Sale event announced email/sms for regular customers
Working well
Not working well
+ Advertising

+Public relation

+ Sale Promotion

+ Personal Selling
+ Advertising: Reduplication bored viewers.

+ Public relation: Take the name as Vinamilk, not specifically Dielac Alpha.

+ Personal Selling: take the samples, pay no attention to the product.
Target costumers
Mothers
(Office working mom)
Private Kingdergarden Principal
+ Special Offers
Thank You.
:(
:D
PRice Strategy
Strategy 1: Market penetration pricing
Dielac’s products are always at the lowest price on the market
Analyse Pricing Stategy
This strategy helps us gain big amount of market shares.
HOPE
Dinh Hoang Kim Thinh
Huynh Ngoc Phuong Trinh
Diep Bao Quy
Tran Gia Huy
Le Truong Huy
Do Hoang Duc
Office-working moms
Private Kindergarten Principal
Urban cities

Young to early middle-
aged (20-34 years old)

300$-500$

Educated with college degree

Busy moms

Loyal and frequent buyers

Buy in small quantity
Urban cities

Middle-aged women
(35 years old +)

500$-1000$

Educated with teaching degree

Ambitious

Frequent buyers

Buy in big quantity
People prefer foreign products because of this mindset

Strategy 2: Cost-based pricing

-6 farmsteads nationwide.
- 7 Factories
- Cheap labor
Vinamilk
Vinamilk
Official Vinamilk store

Vinamilk
Existing brand name:
Same category
Ranked 2th in Powdered milk
market share
Ranked 2th in top 500 brands
Identity index : 97%
Strategy: Product decision- shopping product
(For Availability + Quality)
MULTICHANNEL DISTRIBUTION SYSTEM
For Long-term Promotion Mix
PUBLIC RELATIONS --> SPONSOR FOR FREE TEST