Marketing management concepts of Vinamilk:

 Product concept:
To implement its designed marketing strategy, Vinamilk plans the marketing mix to build
profitable customer relationships and capture value from customers in return. Product is the
first
element in the marketing mix.
1
With forty years of history, Vinamilk has developed such a
profound product mix in all four dimensions. About the width, Vinamilk's product portfolio
consists of ten product lines, from the famous Liquid Milk, Condensed Milk to Ice-cream,
Cheese & even Soymilk - the line that we want to discuss about. More ever, there is a
relatively
high consistency among its product lines. The soymilk line carries two major brands -
Vinamilk
Soymilk and Goldsoy Soymilk. The company also extended the depth of its product mix by
developing two versions of Vinamilk Soymilk - Vinamilk Calcium Soymilk and Vinamilk
Pure
Soymilk, and 3 different versions within Goldsoy Soymilk, such as GoldSoy High Protein
Soymilk, GoldSoy Canxi-D Soymilk, and GoldSoy Canxi-D Corn Flavor Soymilk. Both
Vinamilk Calcium Soymilk and GoldSoy High Protein Soymilk have Sweetened and No
Sugar
versions. To gain the competitive advantage, the company differentiates its own Soymilk
from
competitor’s products by many special features, essentially 100% non-GMO soya seeds,
double
calcium, vitamin D, no preservatives, aromatic corn flavor. In packaging, it seems like
Vinamilk
really understand what their consumers want. Likewise, we asked fifty one participants in our
survey, “What kind of packaging do you like best?” and the result is over eighty percent of
soymilk drinkers choose Pack 200ml, only under twenty percent choose the Pack 1L and Bag
220ml. Undoubtedly, Vinamilk focuses on packing all five items under Pack 200ml form.
Besides, it also diversify its packaging in the forms of Pack 1L, Bag 220ml, Pack 125ml and
Bottle 180ml to serve the needs of different consumers. Vinamilk contrast clearly the
distinction
between Vinamilk and GoldSoy in labeling. On the one hand, the firm shows active, happy,
healthy people in the Vinamilk Soymilk label. On the other hand, there is no image of people
on
the label of GoldSoy, but looking closely on every label, there is a heart symbol, which
emphasizes that the company targets healthy-oriented customers.
- With forty years of history, Vinamilk has developed such a profound product mix in all
four dimensions. About the width, Vinamilk's product portfolio consists of ten product lines,
from the famous Liquid Milk, Condensed Milk to Ice-cream, Cheese & even Soymilk.
- The company also extended the depth of its product mix by developing two versions of
Vinamilk Soymilk and 3 different versions within Goldsoy Soymilk
- In packaging, it seems like Vinamilk really understand what their consumers want.
Most customers like the 200ml packaging of Vinamilk => Vinamilk focuses on packing all
five items under Pack 200ml form. Besides, it also diversify its packaging in the forms of
Pack 1L, Bag 220ml, Pack 125ml and Bottle 180ml to serve the needs of different consumers
- Vinamilk contrast clearly the distinction between Vinamilk and GoldSoy in labeling.
There is no image of people on the label of GoldSoy, but looking closely on every label, there
is a heart symbol, which emphasizes that the company targets healthy-oriented customers
The firm shows active, happy, healthy people in the There is no image of people on the label of GoldSoy,
Vinamilk Soymilk label but there is a heart symbol, which emphasizes that the
company targets healthy-oriented customers

To implement its designed marketing strategy, Vinamilk plans the marketing mix to build
profitable customer relationships and capture value from customers in return. Product is the
first
element in the marketing mix.
1
With forty years of history, Vinamilk has developed such a
profound product mix in all four dimensions. About the width, Vinamilk's product portfolio
consists of ten product lines, from the famous Liquid Milk, Condensed Milk to Ice-cream,
Cheese & even Soymilk - the line that we want to discuss about. More ever, there is a
relatively
high consistency among its product lines. The soymilk line carries two major brands -
Vinamilk
Soymilk and Goldsoy Soymilk. The company also extended the depth of its product mix by
developing two versions of Vinamilk Soymilk - Vinamilk Calcium Soymilk and Vinamilk
Pure
Soymilk, and 3 different versions within Goldsoy Soymilk, such as GoldSoy High Protein
Soymilk, GoldSoy Canxi-D Soymilk, and GoldSoy Canxi-D Corn Flavor Soymilk. Both
Vinamilk Calcium Soymilk and GoldSoy High Protein Soymilk have Sweetened and No
Sugar
versions. To gain the competitive advantage, the company differentiates its own Soymilk
from
competitor’s products by many special features, essentially 100% non-GMO soya seeds,
double
calcium, vitamin D, no preservatives, aromatic corn flavor. In packaging, it seems like
Vinamilk
really understand what their consumers want. Likewise, we asked fifty one participants in our
survey, “What kind of packaging do you like best?” and the result is over eighty percent of
soymilk drinkers choose Pack 200ml, only under twenty percent choose the Pack 1L and Bag
220ml. Undoubtedly, Vinamilk focuses on packing all five items under Pack 200ml form.
Besides, it also diversify its packaging in the forms of Pack 1L, Bag 220ml, Pack 125ml and
Bottle 180ml to serve the needs of different consumers. Vinamilk contrast clearly the
distinction
between Vinamilk and GoldSoy in labeling. On the one hand, the firm shows active, happy,
healthy people in the Vinamilk Soymilk label. On the other hand, there is no image of people
on
the label of GoldSoy, but looking closely on every label, there is a heart symbol, which
emphasizes that the company targets healthy-oriented customers.
 Marketing Concept:
Vinamilk has coordinated all its promotion tools to successfully communicate with its
customers
- Vinamilk strongly advertises its offerings through a vast combination of media, from
television, billboards on the crowded streets, to hiring big newspapers on the Internet to write
an article about their products. Vinamilk also uses sales promotion by the program “Buy four
packs of Vinamilk Soymilk get one free cup”
- Besides, the firm usually attracts customers with personal selling by sending their sales
representatives to grocery stores and supermarkets to find out what customers want and give
helpful feedbacks.
- Further, Vinamilk makes direct connections with consumers as well, such as replying and
giving helpful information about the products on its Facebook page.
 Societal Marketing Concept:
The company builds its corporate image and gain favorable publicity by the famous milk fund
“Stand Tall Vietnam”. Under this milk fund, Vinamilk partners with the National Fund for
Vietnamese Children to give away nearly 23,5 million glasses of milk (equivalent to 84
billion VND) to 310,000 stunted children in the country (Vinamilk 2014)

Vinamilk should focus on Produc concept and Marketing concept. It is important and
necessary for it to have a wide range of types of product for the customers to choose and
develop a profound product mix. It also should improve Marketing concept to know more
about the needs and wants of targeted customers like chidren under 14 with middle-income
parents and deliver the best satisfactions for such customers