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Vinamilk-Dielac Alpha Gold
Transcript of Vinamilk-Dielac Alpha Gold
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
Strategy 3 (Branding): Line Extension
Existing brand name: Vinamilk
Strategy: Branding (brand extension and line extension)
Not working well
Face a strict competition about channels in big cities.
Strategy 1: Advertising
not aware that DIELAC brand belongs to VINAMILK corp.
"Cheap PRICE comes with bad QUALITY" mindset
+ People knows DIELAC brands belongs to VINAMILK
+ DIELAC becomes more COMPETITIVE
+ Change customers mindset --> " Good quality, affordable price"
+ Increase DIELAC'S availability via channels
+ Improve QUALITY, maintain PRICE (more for less)
+ LONG-TERM Promotion mix
Strategies 4: Public Relation:
The "Stand Tall Vietnam” Milk Fund 2014
Strategy 2: Sale Promotion
+ Offer gifts.
Strategies 3: Personal Selling
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
Not working well
+ 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.
(Office working mom)
Private Kingdergarden Principal
+ Special Offers
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.
Dinh Hoang Kim Thinh
Huynh Ngoc Phuong Trinh
Diep Bao Quy
Tran Gia Huy
Le Truong Huy
Do Hoang Duc
Private Kindergarten Principal
Young to early middle-
aged (20-34 years old)
Educated with college degree
Loyal and frequent buyers
Buy in small quantity
(35 years old +)
Educated with teaching degree
Buy in big quantity
People prefer foreign products because of this mindset
Strategy 2: Cost-based pricing
-6 farmsteads nationwide.
- 7 Factories
- Cheap labor
Official Vinamilk store
Existing brand name:
Ranked 2th in Powdered milk
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