GROUP2

INTERNATIONAL
BUSINESS
MANAGEMENT
Vinamilk enters the
Japanese market

Lecter: Nguyen Thi Ngoc Bich

GROUP MEMBERS

Le Do Phi Hung Le Minh Y Le Hoang Bao Ngan

Pham Thi Thanh Nga Quoc An Nguyen Hoang MinhQuan

IMPORTANCE OF
INTERNATIONAL BUSINESS
Expanding into other countries brings many benefits to businesses,
such as revenue growth, reduced dependence on the domestic
market, and access to diverse consumer needs. Businesses can
improve their competitiveness by learning from developed
markets, diversifying risks, and taking advantage of lower
production costs in other countries. This not only helps sustainable
growth but also builds a strong global brand.

VINAMILK

International business has brought Vinamilk many great benefits.

Thanks to expanding the market to more than 50 countries, the
company's revenue has grown significantly. At the same time,
meeting the strict standards of the international market has helped
Vinamilk improve product quality and build a prestigious Vietnamese
milk brand globally. Through that, Vinamilk not only contributes to the
country's economic development but also promotes the image of
Vietnam to the world.
I. OVERVIEWED OF VINAMILK
Vinamilk, officially known as the Vietnam Dairy
Products Joint Stock Company (VNM), established in
1976, Vinamilk has grown to become Vietnam’s
largest dairy company. The company in question is
considered a “national product” by manufacturers
across the country.

Vinamilk's vision is to become a world-class

brand in the food and beverage industry,
where people put all their trust in nutrient
and health products.

Their mission is to deliver valuable

nutrition to the community with respect,
love, and responsibility, ensuring the
highest quality standards.
HISTORY AND DEVELOPMENT
Vinamilk was founded in 1976 as the Southern Nutrition 6
Food Company. Today, Vinamilk operates 15 factories, 13
domestic farms, and a number of joint ventures and 5
subsidiaries, both domestically and internationally.
4 TODAY
Vinamilk
3 2010S operates 13
factories, 15
2 Invested in
advanced domestic farms,
2000S
1 Expanded
technology and and a number of
2003 implemented joint ventures
presence to and subsidiaries,
Initial public sustainability
1995 offering (IPO)
international
programs. both domestically
1976 markets such as and
Vinamilk officially
Vinamilk was Cambodia, the internationally.
opened its first
established Philippines, and
dairy factory in
based on the New Zealand.
Hanoi.
takeover of three
dairy factories left
by the old regime
Vinamilk's organizational structure, characterized by
centralized power, high specialization and flexibility,
is a highly regarded management model.

Advantages
Work is centralized at a single point, employees can easily
communicate and report.
Fully promote the advantages of professional specialization
according to each function and position held.
Simplify human resource training
Facilitate inspection work

Disadvantages
It is easy to have many arguments and conflicts in the
process of setting goals or strategies for the organization.
Some jobs are delayed because employees cannot hold
multiple jobs, and handover procedures need to be
implemented.
The leader must bear heavy responsibility for the
company's sales targets and future operating strategies.
THE BUSINESS SECTORS
OF VINAMILK Fresh
milk

In addition, VNM also participates in the agricultural

sector by developing dairy farms and clean milk
Other
production farms THIS IS Milk
dairy
Vinamilk entered into a joint venture with VINAMILK'S powder
SABmiller Group to establish SABmiller Vietnam. products
CORE
The SABmiller brewery in Binh Duong was BUSINESS
inaugurated in March 2007, launching the Zorok AREA,
beer brand. INCLUDING:

Yogurt Condensed
milk
DOMESTIC MARKET Other brands
13.8%

Nestlé (Nescafé, Milo)

9.2%
Vinamilk is currently the dairy company with
the largest market share in Vietnam, with
VINAMILK
about 45-50% market share. 48.7%

Vinamilk is present in most supermarkets,

grocery stores, and other distribution
channels nationwide, from urban to rural
FrieslandCampina (Dutch Lady)
areas. 16.9%

TH GROUP ( TH TRUE MILK)

11.3%

ESTIMATED MARKET STRUCTURE IN 2023

International Market
Vinamilk is currently exporting a variety of dairy products and dairy
products to more than 50 countries and territories around the world,
including major markets such as the US, China, Japan, Korea, UAE,
Russia and ASEAN countries.

Vinamilk exports its products to over 31 countries and continues to

1 expand its market reach.

Vinamilk is currently one of the strongest milk brands in Southeast

2 Asia and has great influence in export markets.

Vinamilk is also transforming itself from a pure dairy company to a

3 diversified food and beverage company. The company is also
developing processed food and beverage products to expand its
product portfolio and increase its global presence.

Vinamilk not only competes with domestic milk brands in the country but also
with big names such as Nestlé, Danone, FrieslandCampina... in international
markets. However, thanks to its high-quality product strategy and reasonable
prices, Vinamilk has gradually gained trust and market share in emerging and
developed markets.
ACHIEVEMENTS
These successes have shown that VNM is not only a leading

enterprise in the Vietnamese dairy industry but also one of the

companies with strong and sustainable development in the region
and internationally. The Company's success is a testament to the
strategic vision and commitment to quality that the company has
built over the years.

MONDE TOP 10 TOP 50 BEST SUSTAINABLE THE HUMAN ACT

SELECTION AND VIETNAMESE PERFORMING PROJECT AWARD PRIZE 2023.
SUPERIOR TASTE EXCELLENT COMPANIES IN 2023
AWARD BRANDS VIETNAM
CHINESE MARKET

MARKET CHARACTERISTICS VINAMILK'S SUCCESS

Vinamilk has exported powdered milk and
C h i n a is a p o te n t i a l d a i r y m a r k e t a n d t h e
fresh milk products to China, thanks to its high
w o r l d ' s la r g e s t i n t e r m s o f p o p u l a t io n .
quality and reasonable price strategy.
H o w e v e r, th i s m a r k e t is v e r y c o m p e t i ti v e
Building strong distribution channels and
w it h t h e p r e s e n c e o f b i g b r a n d s s u c h a s
understanding the needs of local consumers
N e s t l é , M e a d J o h n s o n , D a n o n e . C h in a
has helped Vinamilk maintain its presence in
also has very high requirements for food
this market.
quality and safety standards.
Vinamilk affirms the prestige and quality of its
dairy products.

SD G PRO G R E S S R E P O R T 20 25 Ing oud e C om pa n y

US MARKET

MARKET CHARACTERISTICS VINAMILK'S SUCCESS

T h e U S i s a l a r g e d a i r y m a r k e t w it h s t r i c t Vinamilk has successfully penetrated the

r e q u ir e m e n t s f o r q u a l it y a n d fo o d s a f e t y. powdered milk and fresh milk market in the
W e ll - k n o w n d a i r y b r a n d s s u c h a s N e s t l é , US. Meeting the needs of Asian families and
D a n o n e a n d F r i e s la n d C a m p i n a d o m i n a t e the Vietnamese community in the US
t h e m a rk e t , a n d U S c o n s u m e r s te n d to Effective marketing strategies through
t r u s t b r a n d s t h a t h a v e l o n g - s t a n d in g traditional and modern distribution channels,

reputations. increasing brand awareness among the US

consumer community.

SD G PRO G R E S S R E P O R T 20 25 Ing oud e C om pa n y

ASEAN MARKET
(INDONESIA, PHILIPPINES, THAILAND, MALAYSIA)

MARKET CHARACTERISTICS VINAMILK'S SUCCESS

Vinamilk has successfully built partnerships with
The ASEAN market is important to major distributors in ASEAN countries, especially in
Vinamilk because it is geographically close Indonesia and the Philippines, where demand for
and has many similarities in consumption powdered milk is high.
habits. Countries in this region are Vinamilk products are popular thanks to their stable
experiencing increasing demand for quality and affordable prices, which are suitable for
the needs of consumers in the region.
processed food products, including milk
In addition, Vinamilk fresh milk has also become one
and dairy products.
of the favorite products in Malaysia and Thailand
thanks to the promotion and increased awareness of
product quality.

SD G PRO G R E S S R E P O R T 20 25 Ing oud e C om pa n y

II. Introduction to the Characteristics of
the Dairy Market in Japan
Japanese milk market situation

Market Situation Characteristics Potential

A compound annual growth Japan is also known for high- Significant potential.especially
rate (CAGR) of around 4.5% quality dairy products produced as consumers increasingly
from 2020 to 2025. under strict standards. focus on health and nutrition
SPECIFIC FACTORS OF
Enterprises wishing to enter the Japanese market need to pay attention
to quality products, especially organic products and functional milk, and

THE JAPANESE
have appropriate strategies to meet the high demand of Japanese
consumers for origin and whole products. Reputable imported products
from national developers also have great opportunities in this market.
MARKET

Demand for Dairy Preference for

Consumer Habits
Products Imported Products

Japanese consumers have Demand is not only Approximately 20% of

high purchasing standards focused on fresh milk but dairy products consumed
and prefer high-quality, also extends to functional in Japan are imported.
safe products with clear products, organic milk, Due to their quality and
origins. and products specifically innovation.
for the elderly.
JAPAN'S ROLE IN THE
GLOBAL FOOD AND DAIRY
INDUSTRY

Japan is one of the leading countries in the

food and dairy industry, with advanced
production technology and strict quality
control processes. It is not only a large
consumer market but also a research and
development hub in the food industry,
contributing to global trends. Japan is also
one of the largest exporters of dairy
products, with an export value of
approximately $1.2 billion in 2021.
Customer Segmentation and Special
Needs for Dairy Products
Young Consumers
Prefer convenient dairy products,
such as yogurt and flavored milk.

Middle-Aged Consumers
Seek health-beneficial dairy products, such
as low-fat and nutrient-fortified milk.

Elderly Consumers
Prioritize calcium- and vitamin-rich
dairy products to maintain bone
health and immune function.

Special Needs: Organic milk is becoming a significant trend, with about 30% of Japanese consumers reporting regular
consumption. Additionally, there is a growing demand for nutrient-rich and functional dairy products, especially those
that support digestion and enhance health.
ECONOMIC AND TRADE RELATIONS
BETWEEN JAPAN AND VIETNAM

Exports and Imports Dairy Industry Development Cooperation

Japan is one of Vietnam's Vietnam exports some dairy products to

The two countries are also
important trade partners. In 2022, Japan, although the Japanese dairy market
is primarily supplied by domestic brands promoting cooperation in research
the total trade turnover between
and imports from developed countries. and development of food
the two countries reached However, with the increasing demand for processing technology, including
approximately $42.7 billion, with high-quality dairy products, Vietnam has dairy products, to enhance product
Japan being one of the largest opportunities to expand exports of organic
quality and added value.
export markets for Vietnam. and processed dairy products.
VINAMILK PRODUCTS EXPORTED TO
JAPAN
Additionally, Vinamilk has exported various high-quality dairy products to Japan,
including fresh milk, yogurt, and powdered milk. Vinamilk's presence in Japan not only
facilitates market expansion but also enhances the company's reputation and brand on
the international stage.
A N A L Y S E DEFINITION

PESTEL PESTEL analysis is very suitable for studying the

Japanese market because it helps businesses
understand the micro factors that affect business
strategy, from politics, economics to social,
technological, environmental and legal factors. Japan
has a special business environment with strict
requirements on quality, food safety and environmental
protection. Applying PESTEL analysis helps businesses
have a comprehensive view of this market and build
appropriate and effective business strategies.
A N A L Y S E PESTEL

PESTEL PESTEL is an acronym for exploring the six

macro-environmental factors that need to be
analyzed.

P POLITIQUE
E ECONOMIQUE
S SOCIO-CULTUREL
T TECHNOLOGIQUE
E ENVIRONNEMENTAL
L LEGAL

Groupe Frame - Sept. 2025

A N A L Y S E P POLITIQUE
PESTEL
Japan is a politically stable country with a strict legal
system and a transparent business environment. This
creates a favorable environment for foreign
businesses, including Vinamilk, to enter the market.
However, the Japanese government has strict policies
and regulations on food safety, so Vinamilk will need
to fully comply with these requirements.
Good diplomatic relations between the two countries
will create favorable conditions for Vietnamese
businesses to invest in Japan.
A N A L Y S E E ÉCONOMIQUE
PESTEL The volatility of the exchange rate between JPY and
VND can also affect import costs, prices and profits.
Vinamilk needs to manage exchange rate risks
effectively when dealing with Japanese partners.
The Japanese dairy market is very competitive with the
presence of many major domestic and international
brands
Japan is the world's third largest economy by GDP.
This can create high demand for dairy products that
are easy to consume, convenient and have high
nutritional value.
A N A L Y S E S SOCIO-CULTUREL
PESTEL Japan has an aging population (high proportion of
elderly people), which creates demand for
nutritious and easy-to-consume dairy products for
the elderly. Vinamilk can develop products suitable
for this group.
Japanese consumers pay great attention to quality,
safety and origin of products, especially for food
and beverage products. Healthy diets and demand
for nutritional supplements are on the rise
A N A L Y S E T TECHNOLOGIQUE
PESTEL Japan is a high-tech country, especially in the food
and medical sectors. Technologies such as modern
fresh milk and powdered milk preservation processes,
along with automatic quality control systems, will be
important factors for Vinamilk to compete here. Japan
has a highly developed e-commerce network and
online sales platforms.
Vinamilk can take advantage of online sales channels
such as Rakuten, Amazon Japan, or mobile
applications to reach customers, promote products
and develop its brand in this market.
A N A L Y S E E ENVIRONNEMENTAL
PESTEL
Japan is a society that places great emphasis on
environmental protection and sustainable
development. Vinamilk’s products and production
processes need to be in line with the trend of
green and sustainable consumption.
Japan has strict regulations on recycling and
disposal of product packaging. Vinamilk needs to
pay attention to using recyclable packaging or
environmentally friendly materials to comply with
these standards and improve its brand image.
A N A L Y S E L LÉGAL
PESTEL Japan has a very strict food safety regulation system,
requiring all imported products to be tested and
certified for quality.
Japan has very strict consumer protection laws,
especially for food products. Ensuring customer rights
and fulfilling legal obligations will help Vinamilk build
trust with Japanese consumers.
Vinamilk needs to comply with labeling requirements,
especially information on nutritional ingredients,
product origin and any health claims. This information
needs to be presented clearly, easily understood and in
accordance with Japanese legal requirements.
Five Forces
Analysis
RIVALRY AMONG EXISTING COMPETITORS

The Japanese milk market has grown

strongly and has the presence of major
milk brands such as Meiji, Morinaga,
Snow Brand, The Hokkaido Milk Quality Competition: Japanese brands have
Company. built up a long-standing reputation. This is a big
challenge for Vinamilk as the company must
demonstrate the superior quality of its products
in a saturated market.
Pricing Strategy: Major competitors are able to
maintain competitive prices thanks to their
large production scale and low costs, forcing
Vinamilk to consider its pricing strategy very
carefully.
Customer Loyalty: Japanese consumers have a
habit of being loyal to familiar milk brands.
THREAT OF NEW ENTRANTS
High quality requirements: Japan has very strict
requirements for food quality and safety. Imported
products need to meet high standards of production
and quality control, creating a significant barrier to
entry for new companies.
Fierce competition: Japan is a very competitive
market dominated by large companies. This
reduces the ability of companies that are not
well prepared or do not have a clear
competitive advantage to enter.
High investment costs: To compete in Japan,
Vinamilk will need to invest in distribution
systems, market research and strong marketing
strategies.
THREAT OF SUBSTITUTE PRODUCTS

Alternatives such as non-dairy drinks: soy

products, nut milks (almond milk, rice milk, oat
milk). These products are becoming more
popular due to the trend of consuming plant
foods and reducing animal consumption.

Nutritional alternatives: the trend of using

juices, nutritionally supplemented drinks, or
additional products such as protein shakes or
functional foods.
BARGAINING POWER OF SUPPLIERS
Dependence on technology: Milk production
and processing requires advanced technology
and high-quality equipment. This is a factor that
can affect the power of suppliers in providing
necessary equipment and technology.

Dairy raw materials and processing materials:

Japan has a developed dairy farming industry,
but raw material suppliers (fresh milk, milk
powder) are mainly from New Zealand, Australia
and other countries. Therefore, Vinamilk needs
to depend on international suppliers or build
sustainable relationships with domestic
partners in Japan to ensure the quality of input
materials.
BARGAINING POWER OF BUYERS

Japanese consumers are very quality conscious:

they demand very high quality products, especially
in the food industry, and are concerned about food
safety, freshness and product origin.
III. VINAMILK'S STRATEGY
TO PENETRATE THE
JAPANESE MARKET
Why Vinamilk chose to enter the Japanese market?

Great potential of the Japanese market:

Japan is one of the largest consumers of milk
and dairy products in Asia.

Increasing demand: nutritional needs from

milk, aging population, aging population
leading to increased milk consumption.
Average milk consumption demand is 73.4
kg/person/year (2021), ranking 3rd in Asia
Japanese consumers prioritize quality: Japanese
people prioritize healthy, natural products and
appreciate imported products that meet international
standards, which is also consistent with Vinamilk's
strengths.

Similarity in quality standards: Vinamilk's factories and

production processes meet international standards such
as ISO, HACCP, in accordance with strict Japanese
requirements. Vinamilk's organic milk products are
certified EU Organic and USDA Organic.
Consumer trends are suitable for Vinamilk
products: Japanese people are increasingly
interested in organic milk, sugar-free, non-toxic milk
and milk products for the elderly and children (for
example: Dielac, Sure Prevent.)

Trusted brand: Vinamilk has built its reputation in

many other demanding markets before entering
Japan, such as the US and Europe.
Vietnam - Japan trade cooperation: RCEP and
VJEPA help reduce tariff barriers, creating favorable
conditions for Vinamilk to export products to Japan

Vinamilk's international development orientation:

Penetrating a demanding market like Japan will be a
springboard for Vinamilk to develop globally.
VINAMILK'S MARKET
PENETRATION
METHOD
2017 Vinamilk officially introduced its products,
such as condensed milk and powdered milk, to
the Japanese market through direct export. 2019
Vinamilk introduced premium products such as
organic milk and nutritional milk for the elderly.
Direct export: Vinamilk exports its dairy Strategic cooperation with Japanese
products such as: Fresh Milk, Organic partners: Vinamilk cooperates with
Milk, Powdered Milk, Nutritional Milk, Japanese companies or distributors to
Yogurt directly to the Japanese market, bring products to consumers.
through local distribution partners.

Reason: Save on infrastructure Reason: Minimize investment risk,

construction costs in Japan, where Increase market access, Meet stringent
operating costs are very high. Easy to requirements
control product quality and maintain
brand image.
VINAMILK'S
MARKETING STRATEGY
IN THE JAPANESE
MARKET
Product
Strategy

Product development and adjustment:

Vinamilk has developed and adjusted its
products to suit Japanese tastes,
Reasons: the trend
nutritional needs, and high quality
towards healthy, safe
requirements. Japanese consumers have
and organic products
a mild taste and love sophistication in
Time: Organic products and the rapidly aging
products. Therefore, Vinamilk has
and milk for the elderly population, creating
adjusted the milk formula to reduce
have been introduced increased demand for
sweetness, creating a product suitable for
since 2018- 2019. nutritional products for
Japanese tastes.
the elderly.
Snow
Criteria Vinamilk Meiji Nestlé
Brand

Mid to

PRICING STRATEGY
Price Segment High High Variety
High

Standard
120–150 150–200 160–220
product price 140–200 Yen/250ml
Yen/250ml Yen/250ml Yen/250ml
(quantity)

Organic product
200–250 250–300 250–320
price range 220–280 Yen/250ml
Yen/250ml Yen/250ml Yen/250ml
(estimate)

Reasonabl
Premium
e, Premium
price-
competitiv price- Flexible price-
Main pricing Emphasiz
e price- Linked to Depends on each
strategy e long-
Create domestic product line
standing
value for reputation
brand
quality
PRICING STRATEGY

Applying a reasonable and competitive

pricing strategy:
+ Price segment: Vinamilk focuses on the
mid-range to high-end price segment,
Time: This strategy targeting households in Japan with an
was implemented as average income of about 500,000
soon as Vinamilk Yen/month
Reason: Reasonable
started exporting + Price strategy: Vinamilk uses a
pricing strategy helps
products to Japan in reasonable price strategy, superior quality
Vinamilk compete
2017. to attract new customers and compete
effectively with Meiji
with Japanese domestic brands.
and Snow Brand.
DISTRIBUTION STRATEGY

Cooperating with local partners:

Vinamilk has cooperated with
Japanese distributors and major
supermarket chains to bring its
Time: Major collaborations products to consumers. In addition,
such as with AEON were the company also optimizes sales
Reason: Rapidly expand
established from 2018– channels through convenience
customer reach in Japan,
2019. stores and e-commerce.
grasp Japanese consumption
characteristics and optimize
distribution network.
Distribution
Strategy

Cooperate with Vinamilk products are also Vinamilk takes advantage of

supermarket distributed through major e-commerce platforms in
chains AEON, convenience stores such as Japan such as Rakuten and
Seiyu, Ito-Yokado Don Quijote, Lawson and 7- Amazon Japan to sell
Eleven Japan. products online.
Promotion Strategy

Mass media platforms such as

television, social media and
international food events

2019 to present

Strong promotion to build

trust and brand recognition in
Japan.
Promotion Strategy
Television campaigns
emphasize product quality and
commitment to food safety, in
line with Japanese standards.

Vinamilk also participates in

international food fairs in
Japan such as Foodex Japan
(2022) to introduce products
and meet potential partners.
International Partnership
Strategy
Optimize product distribution and
research and develop suitable products

With outstanding cooperative

relationships strongly
developed in the period 2020
to present.
International
Partnership Strategy

Lao-Jargo Organic Dairy Farm

Complex in the "Xieng
Successful cooperation in the
Khouang" plateau, Laos by 3
beef cattle joint venture project
companies of Laos, Vietnam,
and establishment of Viet Nhat
Japan Vinamilk and Vilico cooperate
Livestock Company Limited
with Japanese Sojitz Group to
with partner Sojitz Corporation
invest in closed livestock and
(Japan)
processing facilities, applying
modern technology.
Sustainability Strategy
Vinamilk has focused on developing organic
milk products and using recycled packaging to
meet the environmental protection needs of
the Japanese market. (Vinamilk Organic Milk,
Vinamilk Organic Soy Milk, Vinamilk Organic
Yogurt)

Japan has a high awareness of environmental

protection and health. Developing sustainable
products helps Vinamilk enhance brand value
and meet international standards on
environmental protection.
Sustainability Strategy

Using recycled packaging for Vinamilk Always produced according to

organic products. This demonstrates international standards and meet
Vinamilk and Japan's commitment to strict food safety requirements in
sustainable development. Japan.
Vinamilk's business
strategy in Japan

The company has used a hybrid strategy

between Multinational Strategy and
Transnational Strategy.
Multinational Strategy Transnational Strategy
Adjusting packaging and size: Global quality standardization: Vinamilk
product packaging has been changed uses factories that meet international
to be more compact and convenient, standards such as HACCP, ISO 22000, and
suitable for Japanese people's habit of USDA Organic to ensure standardization of
easy use and portability. formula and quality but with adjustments
in packaging and marketing in Japan.
Specialized product development: Vinamilk
The company combines its own
Organic, Sure Prevent
distribution network and cooperation with
distribution partners in Japan.
Vinamilk
challenges when covid-19 occurs
IV. EVALUATE STRATEGIC
EFFECTIVENESS
Japan is one of Vinamilk's major export
markets, with revenue from Japan
accounting for 5-8% of the company's total
export revenue.

Product lines such as Vinamilk Organic

and Sure Prevent have higher profit
margins thanks to their high prices and
high quality. This helps Vinamilk maintain
stable gross profit margins in the Japanese
market.
Japan contributes about
15-20% of Vinamilk's total
export profit in 2023,
helping the company
maintain a stable profit
margin.
Direct exports contribute
VND1,375 billion, up 10.3%,
continuing the double-
digit growth trend from
Q2/2024. Foreign
branches also achieved
revenue of VND1,234
billion, up 8.5% over the
same period last year.
Vinamilk's brand value is increasing
from 2020-2023.
Vinamilk has captured a part of the
organic milk and nutritional milk
market for the elderly in Japan.
Competing with big brands such as
Meiji and Snow Brand, Vinamilk
maintains its position in the Japanese
market.
Vinamilk accounts for about 30% of total export revenue, with major markets
such as the US, China, Japan, and ASEAN countries

Solutions:
BRAND VALUE IN
JAPAN

Strengthening Vietnamese brands in the international market: enhancing

Vinamilk brand recognition in the eyes of Japanese consumers Gaining trust
from Japanese customers thanks to international certifications.

Positioning a premium brand: Vinamilk Organic, Sure Prevent contribute to

positioning the brand in the premium product segment, competing with major
domestic brands such as Meiji and Snow Brand.

Contributing to increasing overall brand value: Vinamilk's global brand value

in 2022 is valued at 2.8 billion USD according to Brand Finance, an increase of
18% compared to 2021.

Long-term development foundation: In Japan, Vinamilk not only sells products

but also builds a sustainable brand image through a green development
strategy (recycled packaging, organic products), in line with Japanese
consumption trends.
V. PROPOSED PLAN TO
IMPROVE EFFICIENCY
Increase brand awareness

Cooperate with Japanese TV stations such as NHK, Fuji TV.

Organize promotional campaigns on Japanese social networks such as LINE,
Twitter, or Instagram.
New product strategy development

Customized products to suit Japanese tastes: green tea (matcha) flavor or

sakura (cherry blossom) yogurt drink, which are popular flavors in Japan.
Providing lactose-free milk to meet the needs of lactose-sensitive customers,
especially the elderly.
Product quality assurance: Obtained Japanese JAS Organic certification to
confirm high quality standards.
Distribution channel development
Be present in major supermarkets: Offer free samples in-store to encourage
consumers to try.
Boost online sales: Create attractive promotions, such as free shipping or 10% off
for first-time customers.
Convenience stores: Make sure products such as fresh milk and drinking yogurt
are available at Lawson, FamilyMart, 7-Eleven convenience stores to serve busy
customers.
Marketing and communication
Organize offline events: “Family Health Day” event with organic milk cooking and
nutrition consultation.
Creative communication campaign: Launch advertising campaign on LINE and
Instagram with the theme: “健康のための一歩 (First step for health)”,
Combined with traditional holidays, such as giving milk gift boxes on New Year’s
Day (Oshōgatsu) or Mother’s Day (Haha no Hi).
Strengthen green communication: Launch the campaign “持続可能な未来
(Sustainable Future)” with the message that Vinamilk uses recycled packaging
and is committed to protecting the environment.
Sustainable development and
national brand enhancement
Recycled packaging: Use packaging made from recycled plastic or bagasse, clearly
stating “環境にやさしい (Environmentally friendly)” on the packaging
National brand representative: Participate in cultural exchange sessions or
exhibition events organized by JETRO (Japan External Trade Organization).
THANK YOU
FOR
LISTENING