Chapter 7: Strategic Planning

Questions:

• Study a brand of your choice, research all of its advertisement you can possibly found, rearrange them in chronicle order
• Do the same to their biggest competitor
• What kind of positioning each brand may have? Did they reposition along the way? Give your opinion on their positioning & repositioning. Why do you think they did it? Was it successful?

Answers:

Vinamilk

• 2009 

• 2010 

• 2011 

• 2012

• 2013

• 2014: 

• 2015: 

Positioning: International quality 

Vinamilk positions itself as ‘international quality” to remind consumers that it is the only Vietnamese that have their milk products exported to more than 10 countries all over the world. However, the brand is said to be repositioning to “mom loves child” (mẹ yêu bé). To me, its repositioning is understandble for two reasons. First, there are more and more milk brand with same quality, such as Dutch Lady, Abbott, NutiFood,etc. As a result, the existing positioning is not strong enough to differentiate the brand with its competitors.  Second, consumers are more likely to make buying decision based on the brand experience; and the new positioning seemed to helps by building brand relationship and brand loyalty.

TH True Milk 

• 2012

• 2013

• 2014

• 2015 

Positioning: Fresh and clean milk 

Founded 33 years later than Vinamilk, TH True Milk is now its biggest competitor in Vietnam’s fresh milk market. The brand is successful because of the consistency in keeping its promise to always produce clean milk.