The success of applying marketing mix 4Ps in Vietnamese dairy industry : Vinamilk – a typical case

Bachelor thesis English OPEN
Dang, Truc (2014)
  • Publisher: Arcada - Nylands svenska yrkeshögskola

This thesis focuses on what Vinamilk has done and achieved by applying the concept of marketing mix 4Ps to become the biggest milk enterprise in Vietnamese dairy market at present. The literature is aggregated from textbooks, e-books, journals, and varieties of economics online webpages relating to the contents of the marketing mix 4Ps: product, price, place, and promotion. The secondary data of this thesis is mainly collected from online newspaper articles, as well as the Annual Report 2012 and 2013 of Vinamilk. Besides, a survey was conducted to gather the opinions of Vietnamese consumers towards Vinamilk in the marketing mix 4Ps perspective. The combinations of theoretical contents and the practical information showed that, by applying the marketing mix 4Ps in proper ways, Vinamilk has gained many achievements that cannot be done easily by any dairy producers in Vietnam. Vinamilk is leading the market share of Vietnam’s dairy in liquid milk, yoghurt, and sweetened condensed milk products, owning the most modern chains of factories and farms in Vietnam. Moreover, the product prices of Vinamilk are set at competitive levels, and accepted as “suitable” with purchasing ability of Vietnamese consumers. Vinamilk owns the largest distribution channels nationwide and being the pioneer of its industry in applying the online sales management system. Furthermore, Vinamilk has highly invested for its advertisements and accompanied with many social and government organizations to implement meaningful activities to community. Nevertheless, besides the achieved advantages, there are still obstacles that Vinamilk has to deal with and overcome. Lastly, an in-depth interview with Vinamilk is recommended for later research with similar topic in order to supplement and complete the issues from the Company’s insights perspective, which have not been accessed and discussed in this paper.
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