Unit 2 Marketing Essentials PDF

ASSIGNMENT 1 FRONT SHEET
Qualification BTEC Level 4 HND Diploma in Business
Unit number and title Unit 2 Marketing Essentials
Submission date Date Received 1st submission
Re-submission Date Date Received 2nd submission
Student Name Phan Duy Uyên Student ID GBS200710
Class GBS0908B Assessor name Nguyễn Thái Nguyệt Thanh
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I certify that the assignment submission is entirely my own work and I fully understand the consequences of plagiarism. I understand that
making a false declaration is a form of malpractice.
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Phan Duy Uyên
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Assignment Brief (RQF)
Higher National Certificate/Diploma in Business
Student Name/ID
Number:
Unit Number and Title: Unit 2 Marketing Essentials
Academic Year:
Unit Assessor:
Assignment Title: Assignment 2 – Marketing Mix
Issue Date:
Submission Date:
Internal Verifier Name:
Date:
Submission Format:
The submission is in the form of an individual written report. This should be written in a
course, formal business style using 1.5 lines spacing and font size 12. You are required to
make use of headings, paragraphs and subsections as appropriate, and all work must be
supported with research and referenced using the Harvard referencing system. Please

also provide a bibliography using the Harvard referencing system. Any suspicions
regarding plagiarism will lead to failure in results of the assignment. The recommended
word limit is 3,000 words, although you will not be penalized for exceeding the total word
limit.
Unit Learning Outcomes:
LO2.Compare ways in which organizations use elements of the marketing mix (7Ps) to
achieve overall business objectives
Assignment Brief and Guidance:
You are a new member of Marketing Department of Company X. Your team is about to
build a strategic marketing plan for a new product line, which will be launched in 3
months. To prepare for this, you have been assigned to conduct a small study in order to
review the various ways in which organizations (especially your company competitors) use
the marketing mix to achieve their overall business objectives.
In this paper, you should be able to:
1. Explain relevant theory/concepts about the extended marketing mix (7Ps)
2. Provide a variety of examples and practices about how different organizations
utilize each elements of the marketing mix
3. Critically analyse and evaluate marketing mix tactics applied by organizations
through practical cases.
Learning Outcomes and Assessment Criteria:
Learning Outcome Pass Merit Distinction
LO2 Compare ways
in which
organisations use
elements of the
marketing mix
(7Ps) to achieve
overall business
objectives
P3 Compare the
ways in which
different
organisations apply
the marketing mix to
the marketing
planning process to
achieve business
objectives
M3 Evaluate different
tactics applied by
organisations to
demonstrate how
business objectives
can be achieved
Contents
Assignment Brief (RQF)...................................................................................................................................3

Higher National Certificate/Diploma in Business................................................................................3
I. Introduction..........................................................................................................................................................5
II. Relevant theory/concepts about the extended marketing mix (7Ps)................................................................6
1. The notions of marketing mix (7Ps).................................................................................................................6
1.1 Definition...................................................................................................................................................6
1.2 Roles and responsibilities within an organization.....................................................................................6
2. Marketing mix (7Ps) elements.........................................................................................................................7
2.1 Product: 3 levels of product.......................................................................................................................7
2.2 Price...........................................................................................................................................................9
2.3 Place.........................................................................................................................................................11
2.4 Promotion: 5 basic keys of promotion....................................................................................................14
2.5 People......................................................................................................................................................16
2.6 Process.....................................................................................................................................................16
2.7 Physical evidence.....................................................................................................................................17
III. Examples and practices about how different organizations utilize each elements of the marketing mix.....17
IV. Analyse and evaluate marketing mix tactics applied by organizations through practical cases....................20
1.TH True Milk...................................................................................................................................................20
1.1 Product.....................................................................................................................................................20
1.2 Price.........................................................................................................................................................21
1.3 Place.........................................................................................................................................................21
1.4 Promotion................................................................................................................................................22
1.5 Process.....................................................................................................................................................23
1.6 People......................................................................................................................................................24
1.7 Physical Evidence.....................................................................................................................................24
2. Vinamilk.........................................................................................................................................................25
2.1 Product.....................................................................................................................................................25
2.2 Price.........................................................................................................................................................26
2.3 Place.........................................................................................................................................................26
2.4 Promotion................................................................................................................................................27
2.5 Process.....................................................................................................................................................28
2.6 People......................................................................................................................................................28
2.7 Physical Evidence.....................................................................................................................................28
3. Discuss............................................................................................................................................................29

V. Conclusion.........................................................................................................................................................30
VI. References........................................................................................................................................................30
I. Introduction

Marketing is a critical instrument in modern corporate organizations; it entails a thorough grasp of the
marketplace, consumer needs, and the development of lucrative relationships, a customer-driven
market strategy, and the provision of goods to customers. The goal of this report is to offer short
research that looks at how the marketing mix may be used to achieve business goals. The marketing
department's function is critical to a product's success, much as the 7Ps are viewed as a tool to assist a
strategic marketing plan.
II. Relevant theory/concepts about the extended marketing mix (7Ps)
1. The notions of marketing mix (7Ps)
1.1 Definition
A marketing mix is a tool composed of four distinct yet interrelated and interdependent factors. Each
component is important in its own right and must be given the attention it deserves (cleverism, 2014)
The marketing mix is the set of actions, or techniques, that a firm does to sell its brand or product
( Bhasin,2015)
1.2 Roles and responsibilities within an organization
Marketing is actually the key to attaining the company's core goal. This might be for the purpose of
making money or achieving some other goal. Even non-profit organizations require contemporary
marketing techniques and philosophies to achieve their objectives. Marketing will not only help them
raise awareness, but it will also help them raise cash and get contributions.
They may actualize customer requirements with the aid of infirm marketing. Market research will
enable the company to identify the customer demands that must be fulfilled, as well as assist in the
creation of the ideal goods/services to suit these needs. Almost every aspect of marketing is covered,
from product design and development to distribution channels and promotions, and everything in
between.
The company will satisfy all of a potential consumer's demands if the marketing concept is performed
flawlessly. A satisfied consumer is more likely to return. Any firm's performance, development, and
long-term prospects are all dependent on marketing (Toppr,2021)

2. Marketing mix (7Ps) elements
There are 7Ps that you should utilize to continuously review and reevaluate your business operations
once you've built an effective marketing plan. The expanded marketing mix consists of: product, price,
place, promotion, people, process, physical evidence.
(Source:gtvseo.com)
2.1 Product: 3 levels of product
A product is a commodity that a consumer consumes to satisfy his or her desires.
There are two types of products: tangible (goods) and intangible (services).
Tangible things are items that can be held in your hands. Jewelry, computers, clothing, and even CDs
are all examples of physical things. When you go shopping in a store, everything you put in your
shopping cart is a physical good. You may also buy online and add physical goods to your shopping
basket. As long as anything gets shipped to you, it is a physical good.
Intangible commodities, on the other hand, are items that cannot be seen or felt. A domain name or
software program is an example of an intangible asset. Even music downloaded via the internet is
deemed intangible, despite the fact that it would be tangible if purchased on a CD (Arushi,2015)
2.11 Product Line

A collection of related items marketed under the same brand name and sold by the same firm.
According to Philip Kotler, a product line is a series of comparable products that are offered to the
same consumer groups, are marketed through the same types of outlets, and fall within a specified
price range.( Farooq,2020)
 For example: PepsiCo is a worldwide corporation with hundreds of goods available in over 200
countries. PepsiCo's most popular product lines are listed below: Pepsi,Diet Pepsi, PepsiMax,
Mountain Dew, Diet Mountain Dew,7 Up
2.12 Three levels of product
To help you comprehend a product, the marketing mix is divided into three categories: core customer
value, actual product, and augmented product.
 Core customer value
According to expertprogrammanagement.com, The core customer value is the basic requirement that
the client meets when they purchase the goods.
It's crucial to consider the fundamental advantage from the customer's point of view. The simplest
method to accomplish this is to ask yourself, "Why is the consumer buying this product
fundamentally?"
 For example: The urge to watch television programs is perhaps the most important factor to
consider when buying a television. As previously established, the primary product is rarely the
focal point of a marketing effort.
 Actual product
The product's characteristics and design are the genuine thing. Products generally contain a lot of
features but few genuine consumer advantages (core benefits).
Returning to our mobile phone example, the real product is made up of the phone's design and
functionality, which include:
 Dimensions.
 Color.

 Screen size.
 Bluetooth compatibility.
 App ecosystem size.
 Packaging.
 Augmented product
The augmented product includes any non-physical components of the product. Typically, the upgraded
product includes warranties and customer service. The augmented product can be a valuable tool for
tailoring your offering to the needs of certain clients.
The augmented product for our television could include:
 0% financing is available.
 Warranty period of three years.
 The company's reputation for after-sales service.
 A QR code on the box's side directs you to the installation instructions.
 Donating 1% of income to plant trees, so helping to mitigate the environmental impact of TV
manufacturing.
How one TV's augmented product differs from another can have a significant impact on a consumer's
decision to choose one product over another (expertprogrammanagement.com,2021)
2.2 Price
It refers to the amount of a given item or service that a consumer pays in order to obtain maximum
satisfaction. This can be described as a compromise that a consumer is willing to make in order to
obtain a product in a more intelligible manner.

2.21 Value-based
Value-based pricing is a pricing approach used by organizations to charge for products or services at a
cost they believe their consumers are willing to pay. Companies that employ value pricing base their
prices on their consumers' perceptions of how much a product or service is worth, rather than on
various costs (Josh,2020)
2.22 Cost-based
Cost-based pricing can be characterized as a pricing strategy in which a particular proportion of the
overall cost is given to quality of the goods to determine its selling price, or in other words, a pricing
method in which the selling price is set by adding a profit percentage to the cost of creating the
product (Josh,2020)
To bring a product to market, we must devise a pricing plan and understand the market penetration
price.
2.23 Price Skimming Strategy
The first new product price technique is known as skimming pricing. It is sometimes referred to as
market skimming price. Price skimming advocates for high bids on a new product to skim through
layers of maximum revenue from groups prepared to pay high rates. This means that the corporation
gradually lowers prices in order to maximize profit from each segment. As a result of this new product
price strategy, the company made fewer but more profitable sales.
 For example:
This new product price model is used by Apple. When Apple originally debuted the iPhone, the
price was rather exorbitant for a phone at the time. As a result, phones are only purchased by
people who genuinely desire a new device and can afford to pay a premium for it. After
ignoring the segment for six months, Apple dramatically reduced pricing in order to entice new
customers. Within a year, the price had reduced once more. As a result, the corporation
ignored the greatest amount of revenue from various market sectors (marketing-
insider.eu,2021)
2.24 Market-penetration pricing

New product price penetration is the reverse of price skimming. Instead of setting a high initial price to
skim off each segment, market-penetration pricing refers to setting a cheap price for a new product to
swiftly and profoundly permeate the market. It is possible to increase sales and market share, but at
the sacrifice of profit. Because of the huge volume of sales, expenses are reducing, allowing enterprises
to lower their prices even further.
 Ikea, the large Swedish furnishing retailer, is one example. Ikea has become the world's largest
furniture shop because of its low-cost items. Although the low prices make each sale less
profitable, the enormous volume reduces expenses and helps Ikea to keep a solid profit margin
(marketing-insider.eu,2021)
2.3 Place
Placement can take place online or in a store, but knowing where customers are likely to encounter,
discover, and learn about things is critical.
 It's not always easy to find a location. Golfers, for example, are likely to interact with new clubs
at golf courses and pro shops. It may be more difficult to predict where consumers would
interact with a new ice cream flavor. Unlike golfers, the list might include supermarkets,
convenience stores, restaurants, food trucks, and special events (Jeanne,2021)
2.31 Role of Distribution Channels
Any company's goal is to get their product or service to market and make it available to consumers by
establishing a distribution method or channel. Typically, intermediaries such as wholesalers,
merchants, or brokers serve as the link between producers and end consumers. Intermediaries can be
either individuals or businesses. The prices of items and their positioning in their respective markets
are influenced by distribution networks. Distributions should be set up in such a way that the number
of stops for the product or service before it reaches the end user is kept to a minimum. A distribution
channel must be efficient and effective. It means that transportation and other logistical requirements
must be utilized to their full potential and at the lowest possible cost
(corporatefinanceinstitute.com,nodate)

(corporatefinanceinstitute.com)
2.32 Types of Distribution Channels
1. Direct
According to Corporate Finance Institute, There are no intermediaries in the direct distribution
channel. The maker or producer sells to the end user directly. Direct distribution is generally employed
by makers or manufacturers of specialist and expensive goods, as well as perishable ones. A baker is a
good example.
2. Indirect
 One-level channel
A product travels from a producer to a store and then to the end buyer via the one-level channel.
Retailers purchase the goods from the manufacturer and resell it to end users. The one-level channel is
perfect for manufacturers of furniture, apparel, toys, and other similar things.
(corporatefinanceinstitute.
com)
 Two-level channel

Wholesalers typically acquire in bulk from producers and divide the items into smaller packages to sell
to retailers. The commodities are then sold to the end users by the retailers. The two-level channel is
appropriate for more cheap and long-lasting goods that have a bigger target market.
(corporatefinanceinstitute.com)
 Three-level channel
The three-level channel is similar to the two-level channel in that items travel from the producer to an
agent, who then sells them to a wholesaler. Agents aid in the sale of commodities and the timely
delivery of items to the market. The agents often receive a commission and are assigned the
responsibility of product distribution in a specific area. The three-level channel is appropriate for
commodities that are in great demand and have a national target market.
(corporatefinanceinstitute.com)
3. Intensive Distribution
It seeks to create price inflation by utilizing all available venues. For many items, overall sales are
directly proportional to the number of outlets used (e.g., cigarettes, beer). When clients have a variety
of acceptable brands to select from, extensive distribution is typically necessary. In other words, if one
brand is unavailable, a buyer will just select another ( Chand,2013)
4. Exclusive Distribution
An agreement between a distributor and a manufacturer wherein the manufacturer or supplier allows
only one distributor to carry out distribution of products and services within a defined territory. The
distributor becomes the manufacturer's exclusive authorized seller of the manufacturer's unique
items. In addition, the agreement may provide that the distributor would only sell the manufacturer's
products and not those of rivals (vivadifferences.com,nodate)

5. Selective Distribution
Selective Distribution is a distribution strategy in which a small number of outlets are chosen to make a
product available to customers based on a set of rules specific to the company. This method is
frequently used to transport furniture, televisions, and home appliances. Selective distribution can, to
some extent, limit competition in a market, particularly where there is an agreement between the
producer and the retailer (vivadifferences.com,nodate)
(vivadifferences.com)
2.4 Promotion: 5 basic keys of promotion.
A promotion mix is a collection of various marketing tactics devised by marketers in order to maximize
promotional efforts and reach a larger audience. The marketer's job is to find the best advertising mix
for a specific brand (sendpulse,nodate)
2.41 Why is it vital to use a promotion mix?

According to sendpulse.com,
 Increases the efficacy of promotional initiatives
 Improves communication with clients by assisting in the segmentation of the audience
 Subscribers are informed
 Distinguishes himself from the crowd
2.42 Components of Promotion Mix
 Advertising
This is a non-personal product and service promotion. Marketers rely on advertising to raise brand
awareness. Advertisers deliver promotions to large groups of individuals via email, websites, banner
advertisements, television, radio, and other media.
 Direct selling
A one-on-one conversation takes place between a sales person and a potential customer. Direct selling
impacts people's decisions to purchase certain items or services. This is one of the most successful
ways to market your business since sales agents can customize promotions to the individuals who are
most inclined to buy. On the other hand, because firms must pay for one's time, this is the most
expensive method of selling.
 Sales promotion
This is a series of short-term activities meant to induce quick purchase. It is a campaign that employs
time-sensitive offerings (sales, discounts, coupons) to engage existing customers and bring in a bigger
audience through sales promotions and marketing. Many businesses utilize this is a key component of
their marketing efforts, despite the fact that it may be the most irritating kind of contact for individuals
at times.
 Public relations
This sort of promotion influences how people see the brand. Companies that use public relations aim
to establish a strong and appealing brand image by placing intriguing news articles about their
operations in the media. As a result, certain reviews and websites may portray the brand in a bad way.
People will reward a firm with favorable word-of-mouth consideration if it effectively resolves these
difficulties (sendpulse.com,nodate)
 Effective Communication
You'll need to create compelling sales and advertising messaging that will connect with your customers
instantly and effectively emphasize your product's excellence and distinction from competing
businesses. Remember, when developing your promotional mix, you must ensure that you can deliver
on your promises and establish a credible market position. A company's reputation is developed over

time, but it may be destroyed in an instant due to unethical marketing or a failure to meet the needs of
its customers (blog.udemy.com,nodate)
2.5 People
The most significant component of a service marketing mix is people. From front-line sales workers to
the Managing Director, every company is dependent on the people that manage it ( Maximilian,2018)
For example, in an IT firm, software developers are defined as people; at a restaurant, chefs and
service workers are defined as people.
2.51 Important of Service Personnel
The restriction of right persons does not apply just to the front runners. Even marketing managers and
sales managers play an essential role in the marketing mix. For example, if the marketing manager
does not accurately comprehend the brand and executes the incorrect marketing plan, the brand will
undoubtedly suffer ( Maximilian,2018)
2.6 Process
The flow of activities or mechanisms that occur when customers and businesses interact is referred to
as a process (Bhasin,2019)
2.61 Service Process types
According to wisdomjobs.com,
People processing entails physical activities on people's bodies. Passenger transportation, haircutting,
and dental work are all examples of people-processing services. Customers must be physically present
throughout the service delivery process in order to reap the benefits. Services involving physical
actions on people's bodies. .
Possession processing refers to activities taken on a customer's goods and other physical property.
Airfreight, lawn mowing, and cleaning services are examples of possession processing. In some cases,
the item requiring processing must be present, but the customer is not required. Customers' goods and
other physical property are subjected to concrete actions.

Intangible acts directed at people's thoughts are referred to as mental stimulus processing.
Entertainment, spectator sports, theater performances, and education are examples of services in this
category. In such cases, customers must be physically present, but can be located in a specific service
facility or in a remote location connected by broadcast signals or communications linkages. Intangible
activities aimed at people's heads.
Intangible activities directed against a customer's assets are described as information processing.
Insurance, banking, and consulting are all examples of information-processing services. The client may
not need to be directly involved once the service request has been made in this category. Let us
investigate why these four unique types of processes frequently have varied consequences for
marketing, operations, and human resource strategies. Intangible acts taken towards the assets of
consumers (wisdomjobs.com,nodate)
2.7 Physical evidence
Physical proof is the place and setting in which the customer purchases and consumes the product as
part of the marketing mix. It is the setting in which the firm and the consumer engage during the
product exchange (Bhasin,2015)
2.71 Role of Physical evidence
 Ambience
According to Bhasin, The ambience of a restaurant is its appearance and feel. For example, the
restaurant's sofa, the music it plays the lighting it has maintained, and so on.
 Layout
The showroom architecture contributes to the role of physical proof in marketing, which is especially
important in retail. For example, in Ikea, the store is designed so that the buyer may quickly find the
furnishings he wants.
 Branding
Although it is part of promotion, packaging, branding, and the usage of corporate communications all
play a significant role in physical evidence in the marketing mix (Bhasin,2015)

III. Examples and practices about how different organizations utilize each elements of the marketing
mix
7Ps TH True Milk Vinamilk
Product • Nut milk
• Cheese
• Butter
• Fresh cream
• Pasteurized fresh milk
• Pasteurized fresh milk
• Fresh formula milk
• Condensed milk
• Fresh milk
• Powdered milk & instant
cereals
• Yogurt
Price 29.000-50.000 packs of milk 28.000-50.000 packs of milk
Place True Milk has 296 locations across the North,
Central, and South of the country.
 Supermarket channel - contemporary
channel
 The conventional channel
 Account channel of importance
Vinamilk creates a domestic
distribution network with 130,000
retail points nationwide.
Vinamilk invested more than 7000
freezers and refrigerators for the cold
distribution system with hundreds of
large and small trucks for
distributors.
• Internal Market
• Direct-to-customer
distribution
Promotion • TH True Milk's fundamental message is
always, "The essence of nature is
preserved in every drop of pure fresh
milk."
• True Milk has used a variety of
advertising channels, including
television, print media, and online.
• True Milk also cares about and is
• Multimedia Marketing
Campaign
• Communication strategy
• Charity fund strategy
• Create animated ads that
appeal to children of all ages
• CSR Activity / Activation
• Campaign "Vietnam Milk

involved in a variety of social
protection actions.
• Communication at TH True Mart store
Fund" donates milk to 40,000
poor children in 40 difficult
provinces
• TVC “Vinamilk 40 years –
Rising to Vietnam”
Process People processing People processing
People TH true Milk modernizes human resource
management. TH True Milk has invested
heavily in SAP SuccessFactors, a human
resource management solution that
integrates collaboration tools and social
networks.
Policy on training human resources.
The human factor is important.
Physical
Evidence
Branding: TH True Milk ( True Happiness )
Layout: The milk shell employs a transparent
blue color to generate a sense for customers
with the phrase "milk from nature."
Ambience: "Closing capital" in the land of
Nghia Dan - Nghe An
Branding: Vinamilk
Ambience: Vinamilk is the first
Vietnamese product to meet the
European Organic Standard.
Layout: Vinamilk's packaging has the
green feeling of organic technology

https://www.thmilk.vn/
https://www.vinamilk.com.vn/
IV. Analyse and evaluate marketing mix tactics applied by organizations through practical cases.
1.TH True Milk
1.1 Product
Diversify different milk lines, including canned milk with pure milk, low sugar, sugar, and no sugar, to
please customers.
(thmilk.vn)
 Nut milk: walnut, macadamia;
 Cheese: Mozzarella sticks

 Butter: natural unsalted butter divided by weight: 200g, 100g, 10g.
 Pasteurized fresh milk: pure and low in sugar, sweetened and divided by volume.
 Pasteurized fresh milk: organic, pure, low sugar, sweetened, strawberry flavor, chocolate.
 Fresh milk formula: strawberry flavor and sugar.
It can be seen that, compared to the time when it entered the dairy market in Vietnam, the marketing
mix strategy of TH True Milk, namely the new product strategy, expands both the product portfolio in
width and depth. meet the diverse needs of customers from instant drinks to food processing,
TH True Milk's products are manufactured according to a modern closed process, meeting the
standards of a food safety management system ( yourbusiness,2019)
1.2 Price
With the marketing mix strategy of TH True Milk, this brand has positioned itself as a high-end product
line as soon as it entered the market, using the highest price approach that focuses on the psychology
of the relationship between price and quality.
A pricing strategy of TH True Milk deserves to be a lesson learnt from the price strategy in the
penetration stage.
As a latecomer, the piece of cake has had many customers, particularly Vinamilk with many years of
experience. During the market penetration phase, with the marketing mix strategy of TH True Milk, the
brand used the price strategy skimming, in addition to ensuring profits, to position the initial images of
a high-priced product with quality in the minds of customers (chienluocmarketingso1.blogspot.com,
nodate)
1.3 Place
According to yourbusiness.com,
 Supermarket channel - contemporary channel
TH True Milk products are sold in all supermarkets across the country. TH True Milk sells directly to
these merchants at a discount based on the size and quantity of the supermarket.
 Traditional channel

Using the VMS distribution route, members of the distribution channel, such as manufacturers,
wholesalers, and retailers, sign a legally enforceable contract outlining their rights and obligations.
True Milk's products are distributed through this channel, and can be found in convenience stores,
regular retail stores, marketplaces, and so on.
 Key Account channel
True Milk delivers to restaurants, hotels, schools, and labour unions, among other places. This is also
the channel used by Vinamilk, TH True Milk's main competitor. Making the battle between the two
dairy business behemoths even more heated ( yourbusiness.com,2019)
1.4 Promotion
TH true milk applies a sale promotion to attract customers such as buy one get one free, launch a
promotion program with 500,000 gifts (thmilk.vn)
 Message
In each marketing strategy of TH True Milk, their main message is always "The essence of nature is
kept intact in every drop of clean fresh milk".
In addition, they also want to send consumers another side message that is
Body shape and style: Using TH True milk helps to maintain and improve the figure. Create a feeling of
lightness, health, youth, attracting all eyes.
Physical: The drops of milk distilled from nature through a closed processing process bring essential
nutrients to the body.
Thanks to that, TH True Milk has left a good impression in the hearts of consumers because it has hit
the "Customer's Pain Point" which is clean, beautiful milk.
 Advertisement
True Milk has employed multi-channel advertising via television, ooh, newspapers, and other media,
specifically:
Television advertising: on stations such as VTV1, VTV3, HTV3, HTV7, SCTV2, TVC...

Advertising in the press: TH True Milk's target audience is primarily women's periodicals such as:
Women newspaper, Tuoitre, giadinh, Saigon Marketing, Eva, afamily...
Outdoor advertising: Using billboards in congested areas such as junctions, intersections, near schools
and hospitals, and so on.
 At the True Mart store
Communication is important. Because this is a TH-owned network of stores, all of these locations are
decorated, with the main color tone design being blue and white, and many LCD screens displaying
new and best-selling products to users.
TH True Milk also cares and focuses on many social protection activities such as:
• Support charity programs for the community
• Awarding many scholarships to studious students with good achievements.
• Being the main sponsor of the reality TV show "I've grown up"
• Organize a program of Young Artists
• Being a sponsor for the program "Milk Journey to the Northwest - Children remind TH True
Milk"
• In addition, it also organizes programs to attract talents and promote the company's image
1.5 Process
• Select cow breeds imported from New Zealand, USA, Australia, ..
• Top-quality feed ingredients and advanced technology experience
• Nutrition for each group of cows
• Source of clean water through treatment technology
• Standard barns
• Applying flock management technology, using electronic chips
• Health care, sheltered shelter, fans, cows can listen to music every day
• Automatic milking ensures hygiene
• Transport, keep refrigerated 2C to 4 C
• Modern technology factory
• Come to TH True Mart store, with the utmost desire to bring intact value from nature

• Deliver to home (thmilk.vn)
1.6 People
SAP has outstanding advantages such as easy to use, fast, providing full information for leaders. TH
True milk's HR strategy is integrated with each other and interacts in real time, helping TH have the
best management system in the industry. It is also thanks to SAP that TH has owned a large number of
high-quality personnel.
This solution also helps TH leaders to track the performance of each employee in real time, accurately
with just a smart device. Not only that, the data on employees and the remuneration, bonus.. are all
drawn to easily get accurate reports (amis.misa.com,2020)
1.7 Physical Evidence
"Closing capital" in the land of Nghia Dan - Nghe An, TH Group's concentrated, high-tech dairy farm
spreads over a large area of 37,000 hectares of fertile Basalt red soil, with water sources. nature from
the vast Sao River lake, is considered a model livestock farm, applying all the most modern and
advanced technologies today in the field of dairy farming and agricultural product cultivation.
TH True Milk's dairy products are distinguished by the use of packaging from Combibloc in Germany
and Tetra Pak in Sweden. This is the packaging created on current production lines to aid in the
preservation of the product's taste, nutritional content, and quality (thmilk.vn)
Size: There are 180ml and 110ml boxes available, as well as full manufacturing and expiry date
parameters.
Box body: Display information about the product's ingredients, nutrition, information, and usage
instructions.

Appearance: Simple, but appealing due to the major color tones of blue and white.
(duavang.net)
Product excellence
ISO 22000:2005 accreditation on food hygiene and safety from the BVQI organization, as well as many
other product quality certificates, have been achieved by TH genuine Milk.
TH True Milk invests heavily in advanced equipment for growing cows and closed production system
"from green pasture to clean milk", ensuring that TH's products are always of the highest quality, fresh,
and delicious ( Nguyen,2021)
2. Vinamilk
2.1 Product
It has always been Vinamilk's goal to grow its product selection to best fulfil the needs of all clients,
from infants and toddlers to teenagers and adults, as well as young people. Even people with specific
needs can participate. Vinamilk's dairy products always give clients with international quality
nutritional solutions in order to suit the needs of all customers with delicious, nutritious, and healthy
dairy products. Vinamilk liquid milk, Vinamilk yogurt, Dielac powdered milk, Vfresh fruit juice, Ong Tho
condensed milk, Phuong Nam Star condensed milk... are all connected with good health
(tackexinh.com,2020)

(duavang.net)
2.2 Price
Price is always a crucial aspect in deciding the success or failure of any marketing campaign in Vietnam.
Vinamilk's marketing approach is also heavily focused on this topic. Even though Vinamilk's goods are
of international grade, Vinamilk's prices are lower than those of many domestic and international
competitors. Vinamilk's unique dairy products for youngsters and the elderly are only a third of the
price of comparable items (Nguyen,2021)
2.3 Place
 Internal Market: Vinamilk mainly expands the market and distributes to customers through 2
main channels so that consumers can buy Vinamilk's products anywhere.
 Traditional: Direct-to-consumer distribution Modern: Distribution through supermarkets large
and small International Market (Export) Vinamilk always expands its market by seeking and
maintaining relationships with countries in the region to get the best export revenue
(Nguyen,2021)

2.4 Promotion
• Buy promotional Vinamilk milk, get a set of dishes and dishes.
Buy promotional Vinamilk milk, get a set of high-class dishes when buying milk. You will be given a
premium set of dishes including 2 plates and 4 cups. Applied when you order 1 carton of Vinamilk
liquid milk 180ml. Offer applies to both online and at Vinamilk's stores nationwide. The promotion
period for Vinamilk milk is until the gifts run out.
• Vinamilk gives a Car Suitcase or a set of 18 Porcelain and Stainless steel items, Scooter.
Vinamilk milk promotion program with great incentives, lots of valuable gifts. This Vinamilk promotion
applies to powdered milk orders. (mavoucher.vn,2015)
In addition to television advertising, Vinamilk focuses on its communication strategy through various
media such as newspapers, social networks, outdoor banners, and so on. Furthermore, the company's
advertising is always changing. new, not boring, simple to vitalize and attract customers.
Vinamilk's promotional strategies are also implemented by the company through activities, charity
funds, social activities, etc. Outstanding charity activities can be mentioned as, young talent incubation
fund Vietnam, the fund of 1 million trees for Vietnam, the Milk Fund of Tall Vietnam, ... (Nguyen,2021)

(vinamilk.com.vn)
2.5 Process
• Input materials are strictly checked for quality
• Processing process with local equipment from Europe
• Automatic milk filling and canning system
• Stocked by cold storage
• Transport and store by special vehicles
2.6 People
Vinamilk is one of the businesses that see the human factor is important and needs to be promoted
and promoted. Although developing production business is the goal, human resource development is
considered a sustainable and long-term factor.
Vinamilk is an enterprise with an extremely good remuneration policy and is in the top of worth doing
businesses in Vietnam according to many statistics. In addition, the policy on health and life of
employees is also concerned and respected. This helps Vinamilk's employees always have certain
beliefs during their work and work (Nguyen,2021)
2.7 Physical Evidence
Develop a system of professional dairy farms, in accordance with international standards and
regulations of Vietnamese law.

Products ensure quality, food safety and hygiene with reasonable competitive prices, approaching the
average production cost of the world.
Production and business activities have practical socio-economic efficiency.
When it comes to Vinamilk, we will immediately think of high-quality milk cartons printed with the
characteristic blue color combined with the white color of the logo and some other details. In
particular, the logo with the letter VM in white, stylized design has the meaning of the abbreviation of
the brand name "Vinamilk", as well as "M" (Milk), "V" (Victory). in horizontal and vertical form.
(vinamilk.co
m.vn)
In addition, on the logo is designed with 2 strokes above and below symbolizing 2 drops of milk flowing
from the milk stream, creating a strong impression on customers.
Besides, Vinamilk's illustrations are designed with green color symbolizing nature, grassland, fresh
nutrition and creating a feeling of closeness and friendliness with customers (inbaongoc.com,2017)
3. Discuss
Finally, each organization employs the 7Ps in their own unique way. Each side has its own set of
advantages and disadvantages. In terms of manufacturing, TH True Milk was somewhat dominant
because it launched more suitable goods than Vinamilk. For example, Vinamilk canned milk has only
sugar and no sugar while TH true milk has 4 types of low sugar, sugar, no sugar, and pure. As for the
place, Vinamilk provides a large number of products to supermarkets, grocery stores, etc. TH true Milk

does the same, but the business opens an additional TH true mart so that customers can have access
to the safest genuine milk. The strength of both businesses is to create a perfect physical evidence.
The milk supply environment is very hygienic, applying advanced technologies. The company has built
a well-known name in the market.
V. Conclusion
To sum up, businesses cannot talk about the role of the marketing department in order to have a
product out on the market. With a good marketing strategy, understanding the market, customer
needs, 7Ps as a potential tool to support and develop strategy.
VI. References
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