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Marketing is an important part of doing business. If a product is being produced and sold
in the market, but the customers does not have the demand or motivation to buy it, then the
product will not bring any value toward the producer and as well as the satisfaction of
Marketing can be seen as the activity between selling and buying, is the formatting,
delivery and provide the features of the product that customers need and want to buy, that how
It can be seen that customers always gain something from marketing. Because if it will
not, that marketing is not working and does not have any benefits. Total value customer will
receive in marketing is all of the features and benefits that users explored from the products.
Value for customers is not just the internal benefits of the product, it includes both
intangible and tangible value, bringing benefits to the consumer. But in order to have all this
profit, customers have to spend a few things from themselves. That will be money, time, effort
Relationships are often defined as a series of episodes between the buyer and seller.
The content of each episode is a series of familiar communication behaviors that include words,
advantage. Generosity is the belief of one party will act for the other. Honesty is respect the
other's opinion and statement. Advantage can be understood that is prioritize reputation.
Building a strong relationship with customers is very important in expressing the content,
satisfied about the product, the brand will be more popular and gain more benefits in marketing.
The stronger the relationship is, the more profit for suppliers. The first thing they will gain
is monetary value and there is no gap between what customer pay and what they receive. Not
only monetary saving but also there are many different values that customer will receive with the
product.
Take Vinamilk as the example, as Vinamilks mission to deliver the freshest, purest and
tastiest dairy products, customers health will also be highly guaranteed. In 2015, with the threat
of having cancer caused by melanin that was contained in some other milk brand, Vinamilk
have promised to produce 100% healthy products. The slogan 100%, 100%, 100% pure and
fresh milk had gone rival and symbolized Vinamilk as the top 1 dairy product brand in Vietnam
since then. Another benefit that Vinamilk gained is the loyalty from the customer and reputation
Vinamilk is now one of the top dairy product brand and achieved a lot of awards because
of their effective marketing strategies, including 4Ps strategies (Product, price, placement,
promotion). Vinamilk now has become one of the most consumed dairy product supplier in the
entire country. There is a high variety in term of product such as fresh milk, condensed milk,
yogurt and so on with many different flavors. The price for most products is reasonable, even
students or poor people can afford to buy them. Vinamilk is currently focus on setting up more
small store and showroom and as a result, you can buy Vinamiks product everywhere from the
street side to supermarket. In term of promotion, Vinamilk did a great job in enhancing packages
Marketing has many ways to attract people to the products. The picture below illustrates
As it can be seen, standing at top 1, content marketing is the most popular and effective
in top-rated digital marketing techniques 2017. Content marketing is the process of making and
sharing content of real profit to the community to attract the interest of a customer. Content
marketing can be done on: news, photos, videos, e-books, .... and more special highlights now
and the most modern style that attracts many followers is the infographic and case study. Take
Thailand commercial as the example of content marketing, they always make a special way to
advise their product. Thailand insurers have implemented emotional strategies for consumers
about their lives, not their emotions. Understanding this goal, director has gone against the
traditional advertising methods, by combining with young creative sources, and building new
promotional content, bringing the familiar feeling, close to people (Kim Hue, 2017).
Standing at top 4, mobile marketing is also one of popular trends we can see in daily life,
not just passively inheriting the creative effects of mobile technology, but the mobile industry
has been trying to create more new tools for businessman and woman to carry out marketing
programs effectively (Quynh Ha,2011). There are many ways to do the mobile marketing: SMS,
PSMS, MMS, WAP, mobile video, application In example, Lazadas companies created their
own apps for smartphone. The first thing is there are some flash sale, the customers will be
attracted to buy the product by mobiles way immediately for fear of leaving the goods. In
addition, buying products through smartphone will be much more convenience for customers
Social media marketing is also one of effective method in marketing. is a free form of
marketing, highly effective and anyone can do it on social networks, forums, blogs, especially
Facebook, Youtube, Twiter,... (Hoan, 2013). In the other hand, social media marketing is a
collection of strategies and marketing plans aimed at social interaction between users through
social networking platforms, creating useful content for users to share through social networks
(Mai, 2016). Take Dove as the example, recently, Dove has post a video on Facebook and
received millions of attention from the online community. They also encourage user to tag their
friend, family to tell a story about an important person to them. Tagging someone in a post can
Marketing develops quickly and some trend of marketing can be improved more in the
near future.
The first trend can be seen that has most effective changes is digital marketing, is a
strategy for using the Internet as a medium for marketing and information exchange. Some
company are looking forward to producing some products that will help in digital marketing.
Expected in 2018, Google tend to produce a chip called master micro-moments. It is highly
deterministic and can accurately assess what the customer expects of the brand with reliable
Secondly, Social media marketing is once again mentioned in top trend to act on in
2018. Chatbot will be one of all application will be promotion in the future. Nowadays, customer
care has turned to calls and email to social networks. Users need immediately answers, so they
go to social networks at any time for their convenience. The sooner you responded, the sooner
you are satisfied Chatbot is an automated answering application that can simulate real-life
messaging. If you are not familiar with chatbot, you need to find out soon about this technology
and the important benefits that it can bring to your campaign (Ha Nguyen, 2017).
Finally, a new trend of marketing that is livestream sponsoring will grow more in 2018.
Instagram is a popular application and used by billions of people around the world. Many
advertisement is always posted on the story of Instagram where users access most. Not only
that, Instagram also update livestream mode so that people can use Instagram to record live
The structure of marketing department splits into 4 large groups: CMO, Marketing
Chief Marketing
Officer
Marketing Director
Marketing Vice Director
Marketing Manager
The hierarchy above illustrates the structure and operations of marketing departments of
Vinamilk. It can be seen that, Chief Marketing Officer (CMO) is the most powerful position.
Under the support of the director, CMO plays an important role in contributing strategies,
developing marketing strategies, managing the entire of marketing department and combine all
of the results to the Board of Directors (BOD). Besides, Marketing Vice Director has
responsibilities to decide the marketing strategy with Marketing Manager, and determines the
media which will be used for marketing. This department also has to report the results to
director. On the other hand, Marketing Researchers has responsibilities to provide market data,
research consumer behavior, choose the advertising technique and evaluate marketing
effectiveness. Under the requirements of the manager, social media department has to develop
the internet marketing services such as social internet advertisement, companys websites. The
duties of Marketing Coordinator are include researching and evaluating market trends,
coordinating marketing tools and creating content on the web, email or social networking site.
Last but not least, Marketing Assistant has responsibilities to support the managers during all of
department.
Planning
Make a marketing strategy based on customers orientation
Marketing Mix
Offer superior value based on marketing programs
Situation analysis:
Situation Analysis, on the other hand is SWOT, is understand the need of
customers, include their strength and weakness, the company opportunities and
threats. Vinamilk has researched and collected carefully the date about what
customers need and wants, include marketing place, consumer age. Situation
Analysis is one of most important part so the company has to critical research.
Marketing Strategy:
After situation analysis carefully, Vinamilk has gone deeper into analyzing
customer needs not only based on age but also on preferences, characteristic
and behavior of customers. From that, vinamilk produces many different products
to suit the needs of customers. Vinamilk's products are abundant and diversity
such as fresh milk, milk powder, cream, yogurt, include labels like Vinamilk,
Dielac, V-fresh,
consumers, Vinamilk is always at the top of the beverage brand and trusted by
customers for long-term use. In addition, vinamilk has achieved national brands
Marketing Mix:
activity groups that have become extremely popular, including product, price,
placement, promotion, called the 4Ps. The first P is product, including tangible
things and invisible things. The look of a product includes the characteristics of a
particular type of product or service and how it relates to the end of consumers.
Price is the process to reach at a price for a product, including sale and discount
the product. It is not necessarily cash, it can be anything exchanged for a product
convenience in order to reach to the customer's eyes. The last thing of 4Ps
requirements of each age. Not only that, Vinamilk's products are diversified with
200 kinds of milk and dairy products: powdered milk, nutritious powder, fresh
milk,
In terms of price, vinamilk has remained stable in price from 2008 till now,
well as network spread throughout the country with 5000 agencies and over
140.000 retail stores are selling Vinamilk products. Therefore, the selling
personal sales.
In this step, Vinamilk evaluates the results of the strategy and marketing
plan and corrective actions to ensure that the objectives are achieved. More
redeemed gifts when collecting a lot of gifts, up 15% but the price of milk powder,
reduced 150,000 VND and donated 1 box of carrot 200g when buying a carton of
Vinamilk powdered milk ... most recently in summer 2012, every time a whirlwind
milk purchase. Based on that, Vinamilk has built a strong relationship with
quality control rooms at factories. On the other hand, with Vinamilk, the current
goal is to reach $30 billion in revenue by 2017, while increasing domestic market
share from 50% to 60%. Therefore, improving the quality of milk is crucial; the
B2B B2C
Size For providers: have 5 core Very wide, but Vinamilk not
retail stores.
technology.
Traditional marketing
sales cycle.
Digital marketing.
Take part in many securities
foreign material
application.
Purchasing conclusion It took a long time to deal a If the products are required to
Customers profit Because of high quality and Lower than B2B because of
reliable product, so that lower cost and aggressive
department play an important role in doing marketing activities, advertising, so that customers
know the product and brand of the business. Not only that, marketing department also has
responsibilities to help the companys business profitable. One of reason that support the
business of the company is Vinamilk has an extremely solid administration and marketing
programs. The interrelationships between marketing and all of these functional units is
On the other hand, marketing affects and connect a lot with other part of Vinamilk.
The first part is Accounting department. While the company are in the planning process,
giving and developing strategy, after co-operate with accounting department, the marketing
department will know the management, the controlling the source of capital and the budget of
Secondly, the human resources (HR) department will connect with marketing
department in recruiting, training, evaluating performance and motivating staff. The department
has responsibilities to evaluate and guaranteed about the quantity and the quality of employees.
HR is responsible for organizing business meetings, seminars on behalf of the company to build
relationships with other businesses and the social media. HR also plays an active role in helping
Last but not least, the production process is also the main key in making marketing
strategy. The marketing department needs to be noticed carefully through the production
process of each part. From that, the company's strategy implementation can achieve the best
results.
Conclusion:
I have finished this assignment. In this report, I explain carefully about the definition of
marketing and take Vinamilk as an example. Then, I discuss three marketing current trends in
the world and three trends that may be possible in the future and giving example each trend.
After that, I describe and explain the structure and operations of marketing departments of
Vinamilk, include marketing process (analysis, strategic planning, and the marketing mix) and
the differences between B2B and B2C. Finally, I explain the important of marketing department,
h%C6%B0%E1%BB%9Bng-digital-marketing-cho-n%C4%83m-2018-part1-nghetudo-
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