Abc Vinamilk Essay

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Being one of the 68 largest dairy companies in the world, Vinamilk is now a leader in the dairy industry of Vietnam, the company of which production capacity is far higher than that of competitors is holding more than 40% market shares. Despite the global inflation, the growth rate in revenue of some brands even reaches 800% per year. While the annual growth rate of non-carbonated drinks is 10%, the carbonated drinks consumption reduces 5% annually. I. Marketing Background: 1.1 Sports drink market competitive analysis: A) Direct competitors: 7-up Revive and Sting Pro are the leading-market product. B) Indirect competitors: the consumers are usually consider energy and sports drink line as the same. Consequently, there are other energy drink brands like Number 1, Samurai, Red Bull, Rhino, Lipovitan to be Vinamilk’s competitors. 1.2 Vinamilk SWOT analysis: Leverage the company’s strengths An SWOT analysis (Appendix A) may help clarify the company strengths that may useful for launching and boost a brand new name. II. Marketing Plan for EXTREME 2.1 Target Customers: athletes and young people (15 – 30 years old) with active lifestyle - “Surging your Youth” at medium income. 2.2 Sales Objectives: (Appendix B) * increase sales of Extreme in by 100% after 3 months launching * increase brand awareness by 80% in Vietnam’s RTD market in the next 9 months 2.3 Positioning: Extreme - thirst-free drink - offers lots of mineral substance and vitamins. 2.4 Pricing: In comparison with competitors, we would price it the same way. | Sting Pro | 7up Revive | EXTREME | Packaging | Bottle (455ml) | Bottle (500ml), can (330ml) | Bottle (500ml) | Price | VND 7,500 | VND 7,000 – VND 8,000 | VND 8,000 | Launching year | 2009 | 2008 | 2012 | 2.5 Promotion There are 3 main parts according to the timeline of the 12 months plan: Before launching,

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