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Vinamilk Marketing Analysis

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Fundamental Marketing Individual Final Consulting Project


This paper will discuss the marketing strategy being implemented by VINAMILK on the fresh milk product on liquid milk segment, by the time this segment had the scandal in 2006. This paper also analyze the marketing plan of the company to win the market share over the main competitor - Dutch Lady, and evaluate the company’s current marketing plan.

Student: DAO DUC TUNG CFVG HCMC - MBA 19th Intake


1. 1.1

INTRODUCTION: Company Overview:

VINAMILK is the biggest dairy company in Vietnam. Based on the UNDP 2007 Top 200 largest firms in Vietnam report, it is also the 15th largest company in Vietnam. In 2010, it is the first company in Vietnam to be included in the Forbes Asia's 200 Best under a Billion list that highlights 200 top-performing small-and mid-sized companies with annual revenue under US$1 billion. Established in 1976 as the Southern Coffee-Dairy Company, then renamed to United Enterprises of Milk Coffee Cookies and Candies I in 1978 and finally Vietnam Dairy Company was formally established in 1993. In 2003, follows its IPO to the Ho Chi Minh Stock Exchange, the company legally change its name to Vietnam Dairy Products Joint Stock Company (VINAMILK). The principal activities of the Vinamilk are produce and distribute condensed milk, powdered milk, fresh milk, soya milk, yoghurts, ice cream, cheese, fruit juice, coffee and other products derived from milk.

Fresh milk

Powdered milk



Vinamilk products such as powdered milk and condensed milk are also exported to the Middle East, Cambodia, the Philippines and Australia. VINAMILK is a state owned enterprise in which the government owns about 47.6% of the shares and the rest of the shares are currently active trading at the Ho Chi Minh Stock Exchange. 1.2 Dairy market trends industry:

In recent years, dairy has become one of the fastest growing sectors in the food...

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