Vinamilk Brand Positioning Activities in the International Market

Branches: propose, improve quality, design and diversify products, build operational directions, supervise the implementation of decisions and company policies of branches... Main branches of VINAMILK company:

 Hanoi Branch: 191 Ba Trieu, VINCOM B Building, Hanoi

 Da Nang Branch: 175 Trieu Nu Vuong, Da Nang City

 Can Tho Branch: 86D Hung Vuong, Ninh Kieu District, Can Tho City

Internal Control Department: inspects and monitors the operations of functional departments in the company, sets out policies to develop control programs, and provides advice on solving difficulties to improve the performance of departments.

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3. VINAMILK brand

3.1. Vision, mission, core values

Vision: "To become the number one symbol of trust in Vietnam for nutritional and health products serving human life" (Vietnam Dairy Products Joint Stock Company VINAMILK 2009, Annual Report )

Mission: “VINAMILK is committed to bringing the best nutrition to the community with its respect, love and high responsibility for human life and society” (Vietnam Dairy Products Joint Stock Company VINAMILK 2009, Annual Report )

Seven things that make up the core values of the VINAMILK brand can be listed.

arrive:

 Integrity: whatever the company does is honest, transparent and ethical.

 Will: dare to think, dare to do, dare to take responsibility to overcome all challenges to achieve committed goals.

 Creativity: value passion, unique discovery and innovative solutions.

 Efficiency: always pay attention to added value in all investment, business and work activities.

 Respect: self-respect, equality and dedication to the development of the company.

 Harmonization of interests: VINAMILK's interests are also the interests of employees, partners, the state and society.

 Openness: frank and constructive communication is the basis for helping employees become more united and stronger.

3.2. Logo

Normally, the trading name is often designed and used as the name of the logo, because it meets 4 characteristics: simplicity, internationalization, high distinction and convenience in business, printing, advertising. With the VINAMILK brand, the name of the logo is also taken from the trading name.

The VINAMILK logo is designed in a simple circle with two main colors, blue and white. Simplicity is creativity, VINAMILK has applied this rule well. If the white color evokes the pure, sweet flow of milk, the blue color evokes peace and happiness, just like the message "Beautiful Life" that the company has chosen as its goal. In the middle of the logo is the stylized white VNM on a blue background, meaningful and impressive. It can be said that the VINAMILK brand logo is very creative, unique, and has

High association, creating a good impression on consumers. That is part of the reason for the success of the VINAMILK brand over the past time.

3.3. Brand portfolio

VINAMILK's product portfolio is very diverse and gradually meets the increasing needs of consumers.

3.3.1. Dairy products

VINAMILK is one of the key brands in the market of liquid milk, drinking milk, ice cream, live yeast milk and cheese... contributing to building a product image associated with health and a beautiful life.

Liquid milk

Vinamilk 100% fresh milk: made from pure fresh milk with pure natural nutrients, bringing abundant vitality to enjoy a beautiful life to the fullest.

Vinamilk Flex: low in fat and rich in calcium, is an ideal source of nutrients for a balanced, healthy and vibrant body.

Liquid milk for children: made from cow's milk rich in calcium and minerals, processed with modern sterilization technology to help children grow tall, healthy, agile and intelligent.

Vinamilk 100% fresh milk Vinamilk Flex Liquid milk for children

Yogurt

Yogurt drink:

There are 2 product lines: Vinamilk drinking yogurt and SUSU drinking yogurt with many different flavors, beneficial for the digestive system, providing a good source of nutrition for health.

Yogurt:

Made from 100% fresh milk, containing many flavors, proteins, vitamins and minerals necessary for the body, helping the digestive system to be healthy, strengthening the immune system, giving strong bones, and at the same time bringing fresh skin...

Probi live culture yogurt:

Is a yogurt product fermented from live yeast Lactobacillus Casei, purifies toxins from food and the environment, helps to absorb maximum nutrients. Powdered milk

There are 3 lines of powdered milk to meet the needs of different customers:

 Dielac Mama powdered milk for pregnant mothers

 Powdered milk for children: includes many types: Dielac Alpha Step 1 for children from 0 - 6 months old, Step 2 for children from 7 - 12 months old, Alpha 123 for children from 1 - 3 years old, Alpha 456 for children from 4 - 6 years old...

Dielac Mama Dielac Alpha Dielac Calcium, Sure, Diecerna

 Powdered milk for adults:

Dielac Calcium: rich in nutrients with high calcium content, low in fat, prevents osteoporosis, cares for and helps the heart function better.

Dielac Sure: rich in protein, high in fat, lactose and cholesterol free, suitable for the elderly and patients who need to recover quickly.

Dielac Diecerna: for diabetics, provides all necessary nutrients.

Condensed milk

Ong Tho Southern Star Milk

Ong Tho Milk: meets everyone's diverse needs, made from premium cow's milk, powdered milk, fat, sugar and vitamins A, D, B1.

Southern Star: contains vegetable fat, no cholesterol, suitable for the elderly and people who need to limit animal fat. In particular, Southern Star green label condensed milk is very suitable for making coffee, baking and making yogurt.

Cream

Vinamilk ice cream has many natural fruit flavors: strawberry, coconut, taro, green bean... packaged in 1l or 450ml boxes, very convenient for users. In addition, there are also cups and sticks, very suitable for children.

Cheese

Vinamilk branded cheese products are processed on French technology lines, have high nutritional value and calcium content, such as: "Laughing Cow" cheese is very familiar to children.

Vinamilk Ice Cream Cheese "Laughing Cow"

3.3.2. Non-dairy products

Coffee

Moment Coffee

Moment Coffee is a famous coffee brand of Vinamilk. Moment Coffee is produced from premium coffee beans, attractive flavor combined with delicious cream powder, bringing unforgettable moments.

Vfresh

Vfresh Soy Milk Vfresh Necta Vfresh Fruit Juice

Vfresh soy milk: contains 6.4 grams of soy protein in each 200ml serving, certified by the National Institute of Nutrition as meeting the "good for the heart" standard.

Vfresh fruit juice: 100% pure, no preservatives, delicious flavor.

Necta Vfresh: with the excellent taste of fresh fruit, diverse packaging types, brings a refreshing, youthful feeling every day.

II. Activities to position VINAMILK brand in the international market

economy

1. Market research and identification of potential markets

1.1. Market research channels

Started business operations in 1976 under the name

Southern Coffee and Milk Company, through many ups and downs, has achieved great success. Along with domestic business activities - one of the leading companies in the industry of manufacturing and processing dairy products, the company has begun to find a way for export activities.

The first and most important thing in this process is to research the markets of other countries and find potential markets. Knowing that, VINAMILK has researched the markets of some countries such as: Iraq, Australia, United Arab Emirates, Cambodia, Philippines... through the following information channels:

 Through business support organizations: export promotion support organizations of various countries, national trade promotion organizations, industry associations of various countries, etc.

 Access websites of non-governmental organizations, national market information portals…

 Contact with chambers of commerce activities such as business support agencies located in Vietnam, trade associations, embassies, Vietnamese commercial counselors abroad...

The company then sends market research specialists directly to these countries to conduct market surveys, in order to gain a specific and accurate view of the needs and potential for market development in the host country.

1.2. Research and identify potential markets

The company has conducted research and market surveys on both aspects: market characteristics and consumer preferences to have an overall view.

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