V.Evaluation
As mentioned above, colorful advertisements, small toys as gifts, and continuous creativity in
changing packages are meant to attract young users while constant participation in exhibition
programs or free public trials at sale counters increase the brand’s awareness and new potential
customers. Additionally, seasonal promotions can highly affect behavioral consumption levels.
During special times of the year, occasion-based purchases reach their peak and contribute a huge
part to total revenue. That’s why Vinamilk always releases distinctive offers or product packs at
Lunar New Year, International Children’s day, Opening ceremony time of a new school year, etc.
By implementing many price policies, Vinamilk is on the right track with the positioning strategy
which emphasizes their current competitive prices applying amongst the firm’s wide trading
networks compared to other opponents. The firm’s stability price policies also have a huge impact
on recent consumption levels as the crisis of Corona Virus at the beginning of 2020 seriously slows
down every business and damages the economy including attacking people’s financial resources.
Nevertheless, the density level of Vinamilk’s distribution system is still unequal between urban
and rural areas making it hard for the company to raise sales in such regions.
Although the variety of Vinamilk’s products are appropriate and affordable for most national
consuming segments, Vinamilk’s ingredient profiles are lower than most of the international
competitors and the company hasn’t introduced any luxury product lines yet.