Case Analysis Of Vinmilk

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1.1. Marketing communication strategy
Highly investing in advertisements: In 2013, Vinamilk spent approximately VND 885 billion (~US$ 41.5 million, Bloomberg, 2014) for advertisements, and the amount was also predicted to exceed VND 1000 billion (~US$ 46.9 million, Bloomberg, 2014) in 2014. According recent 46 statistics in the first half of 2014, the expenses for advertisements of Vinamilk is about VND 462 billion (~US$ 21.7 million, Bloomberg, 2014) and occupies one-fourth in total cost of sales (Khang, 2014).
Advertising: Vinamilk concentrates on new products by the advertising on TV, Internet by the creation of images, sounds,to be attracted the attention and interest of tracking from a huge number of viewers, especially children object
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These products have satisfied the special demand of group of customers and could be competitive with the foreign products about the not only price but also quality. This can be seen as a opportunities for the Company to widen market considerably. Moreover, the creation and attraction of packaging design as well the quote which is easy to remind people awareness of Vinamilk brand had to change the total revenue of …show more content…
Particularly, form 2012, Vinamilk have to face to the pressure of the stability of pricing although the high increasing in the imported material sources and the competition between the domestic brands together. Although Vinamilk said that they will continue to keep the stable price since the reserves and the support of government, It has to adjust the price to adapt the rising of the input material sources. In the weakness situation of economy, most families have to reduce the consumption of dairy products or replace by the cheaper products. So, it has big impact on the Vinamilk

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