CURRENT MARKETING SITUATION
CURRENT MARKETING SITUATION OF
TH TRUE MILK
TH, founded about 4 years ago by an entrepreneur with desire to forge a new path and a profound mission. TH Corporation has many commonplace products such as TH true Fresh Milk, TH true Yogurt… The main product line of the corporation – TH true Fresh Milk – is very liked because of its differentiation: it’s totally pure, produced with the latest modern production line.
Competition is therefore more intense even as industry consolidation continues and pricing pressures squeeze profitability. According to Market Research Firm Nielsen Viet Nam, as of May 7th 2013, fresh milk market is mainly in hands of domestic business, in which, Vinamilk holds 48.7% market share, FrieslandCampina Vietnam followed with 25.7% and TH accounts for 7.7%. When a company puts up the price, other brands also immediately adjust. To gain market share, TH must carefully target specific segments with features that deliver benefits valued by each customer group.
TH true Milk’s market consists of all customers who want to drink pure fresh milk. Unlike other Viet Nam Milk Production Companies, TH true milk laid the first brick in Pure Milk Production in the market. However, with modern technique, the price of TH pure fresh milk is a little higher than Vinamilk and Dutch Lady (FrieslandCampina), which can make it not be the first choice of many people. Therefore, TH should try to keep the quality, at the same time, balance the price and assert its brand name.
About product review, TH true Milk has differentiation: Using fully clean fresh milk of TH farm meeting the standards of food hygiene management system ISO 22000:2005 by International Organizations - Bureau-Veritas, being conformed safety technical regulation tested by National Food Hygiene Institute – Ministry of Health, No. 06/GCN-VKNQG and using 100% fresh cow milk with natural goodness in every drop.
In terms of competitive review, one big disadvantage competitive of TH true Milk is that it
TH TRUE MILK
TH, founded about 4 years ago by an entrepreneur with desire to forge a new path and a profound mission. TH Corporation has many commonplace products such as TH true Fresh Milk, TH true Yogurt… The main product line of the corporation – TH true Fresh Milk – is very liked because of its differentiation: it’s totally pure, produced with the latest modern production line.
Competition is therefore more intense even as industry consolidation continues and pricing pressures squeeze profitability. According to Market Research Firm Nielsen Viet Nam, as of May 7th 2013, fresh milk market is mainly in hands of domestic business, in which, Vinamilk holds 48.7% market share, FrieslandCampina Vietnam followed with 25.7% and TH accounts for 7.7%. When a company puts up the price, other brands also immediately adjust. To gain market share, TH must carefully target specific segments with features that deliver benefits valued by each customer group.
TH true Milk’s market consists of all customers who want to drink pure fresh milk. Unlike other Viet Nam Milk Production Companies, TH true milk laid the first brick in Pure Milk Production in the market. However, with modern technique, the price of TH pure fresh milk is a little higher than Vinamilk and Dutch Lady (FrieslandCampina), which can make it not be the first choice of many people. Therefore, TH should try to keep the quality, at the same time, balance the price and assert its brand name.
About product review, TH true Milk has differentiation: Using fully clean fresh milk of TH farm meeting the standards of food hygiene management system ISO 22000:2005 by International Organizations - Bureau-Veritas, being conformed safety technical regulation tested by National Food Hygiene Institute – Ministry of Health, No. 06/GCN-VKNQG and using 100% fresh cow milk with natural goodness in every drop.
In terms of competitive review, one big disadvantage competitive of TH true Milk is that it