Final

Report

Vinamilk Dielac:
The Path to Raise
Consumption of Domestic
Powdered Milk in Vietnam

Eastern International University

Becamex Business School

Group: SYM
Nguyn Tn Hin

1132300209

Nguyn H Xun Mai

1132300064

L Hoa Dng Ngc

1132300265

Vng Quc Tun

1132300378

Course: MKTG 363 Consumer Behavior

Instructor: Ms. Nhu An Nguyen

Contents
A. Executive Summary...........................................................................................................4
B.

Introduction or background................................................................................................5
Brief information about the brand - Vinamilk........................................................................5

C.

Marketing Problems...........................................................................................................5
I

Current situation..............................................................................................................5

II

Define marketing problem..............................................................................................6

D.

Consumer Analysis.............................................................................................................7
I

Research method.............................................................................................................7
Sampling............................................................................................................................7
Data collection method......................................................................................................7
Questionnaire design..........................................................................................................7

II
E.

Finding..........................................................................................................................11
Recommendations............................................................................................................22

Improve the perceived quality of product.....................................................................22

II

Taste and suitability.......................................................................................................22

III

Impact the internal influences...................................................................................22

Increase the perception on products quality....................................................................22
Increase learning and memory.........................................................................................23

IV

Impact external influences.........................................................................................23

Reference groups Group influences..............................................................................23

V
F.

Marketing activities.......................................................................................................24
References........................................................................................................................25

Appendices...............................................................................................................................26
Appendix 1: Questionnaire design.......................................................................................26
Appendix 2: Research question flow...................................................................................29

A. Executive Summary
The current Vietnamese powder milk market has been occupied large portion by foreign
brands, the only domestic brand that appears in this market is Vinamilk, but still less than a
quarter of the total market. The brand Dielac of Vinamilk is the brand that concentrates to
serve powder milk segment market. The marketing problem of this brand has been defined as
to increase customer awareness about the quality of Dielac brand. Through research, we aim
to determine the brand awareness, the use of brand, the attitude toward the brand through
cognitive, affective and behavioral component, and define what external factors that affect
consumers purchase decision. Then, recommendation will be drawn out from the research
result to solve the defined marketing problem.

B. Introduction or background
Brief information about the brand - Vinamilk
Vinamilk (Vietnam Dairy Products Joint Stock Company), one of the fifteen biggest
companies in Vietnam, is a dairy-related-product manufacturer. Being established on August
20th, 1976, after nearly 40 years of development, Vinamilk has built many factories across
Vietnam and achieved honor awards. To become a world grade brand in food and beverage
industry, where people put all their trust in nutrient and health products, Vinamilks mission is
to deliver the most valuable nutrition to community with our respect, love and
responsibility. (Vinamilk, 2014)
The purpose of Vinamilk is to utilize its accredited professional management and structure to
provide the best product to customers with the affordable price and the big distribution
channel in Vietnam.
Vinamilk under the lead of Mrs. Mai Kieu Lien (Chairman and Cheif Executive Officer) aims
to accomplish three billion U.S. Dollars as target revenues and become one of the fifty
biggest dairy manufacturers in the world during the period of 2012 - 2017. It is accounted for
nearly 1.7 Billion U.S. Dollars in Vinamilk revenues in 2014, which is about fourteen percent
in the increase as comparison to the previous year and became the second largest milk-related
producer in Vietnamese market with 24.6 percent on the market share (Tr, 2015).
C. Marketing Problems
I

Current situation

Each year, the import of milk in Vietnam was approximately $1 billion, of which milk
powder products entered up to 70%. Currently on Vietnamese market, with nearly 30 dairy
companies with about 80 different milk brands, which mainly foreign dairy companies.
According to the Ministry of Industry and Trade, the type of imported powder milk accounts
for 75% of the market. The leading are Abbott, Mead Johnson, Dutch Lady (Freisland
Campina), Dumex, Nestle ... With this rate, foreign dairy companies can lead the market
altogether and decide the market price.
Of these, more than 120 labels Abbott milk is sold on the domestic market accounted for
approximately 30%, with an average turnover 3000-4000 billion / year. Mead Johnson's
market share in Vietnam ranges between 14.4%. Nestl's in Vietnamese market is very low, in
the single digits (DVO, 2014).
5

Source: EuroMonitor
The only domestic brand that appears above is Vinamilk, the market share of Vinamilk milk
powder in 2013 is accounted for 24.6%, in which the milk powder especially for baby
occupied 12.8% (Lam, 2013).
II Define marketing problem
The dominance of foreign brands in present is probably significant in demanding markets
such as milk powder for children. This is understandable because foreign brands always have
a special competitive advantage; there is a high level of brand awareness. In addition, all the
marketing strategy, hit right on consumer psychology. Numerous foreign product lines with
DHA supplementation advertisement, the advertisement Taurrin with "winged" enough to
captivate all mothers (Lam, 2013).
Recently, Vinamilk has continuous improved their products and brand awareness toward milk
powder under the brand Dielac. The products under the brand Dielac are produced in the milk
powder factory has the most modern technology in the world today and is certified by FDA
food safety committee United States, to meet the demanding requirements of target standard
food for export to the US.
Ms. Mai Kieu Lien - Chairman and Chief Executive Vinamilk said: "The aim of Vinamilk is
elevated international quality nutritional products for infant formula, thereby creating
opportunities for children in Vietnam used nutritional products are not inferior to imported
products with reasonable price." (Lan, 2014).
6

We defined the marketing problem of Vinamilk is to increase customer awareness about

the quality of Dielac brand.
D. Consumer Analysis
I

Research method
Sampling
Define the Population

We defined the target market of the Vinamilk Dielac powdered milk product are women
whose age is between 25 to 35, the age in which women frequently pregnant or have children.
Specific Sampling Frame
Due to limited time, we targeted on women, who belong to the defined target population, live
around Thu Dau Mot, Binh Duong area.
Sampling method
In order to prevent the problem with our sample is representative within only specified limits,
we choose to use random samples in a random process to select members from a sample
frame. It can be anyone in the sampling frame that passed through point-of-purchase display,
shopped around the super market, or mothers within the age 25 to 35 living around Binh
Duong area.
Sample Size
44 women, who belong to the sampling frame.
Data collection method
Qualitative research has been used to collect primary data. The method chosen is survey,
which is taken in two forms:
1. Personal interview, which involves structured questionnaires. We conducted personal
interview which was took place in Coopmart supermarket with the target market of
Dielac powdered milk.
2. Online survey was gathered through a self-administered questionnaire that was posted
to website and forum of women in the target market.
Questionnaire design
The questionnaire design in Vietnamese is appeared on Appendix 1, below is the analysis of
questionnaire design in English.

Question 1 and 2 aim to research about the brand awareness and the use of brand Vinamilk
Dielac powder milk
1. Do you know about Vinamilk Dielac powder milk?
a. Yes (to question 2)
b. No (to question 4)
2. Have you ever used Vinamilk Dielac powder milk?
a. Yes
b. No
Question 3 -7 aim to know attitude of consumer about Vinamilk Dielac by measuring three
Attitude components:
Question 3 a, b, c, d, e, f measure cognitive and affective component of consumer about
Vinamilk Dielac.
3. Your evaluation about Vinamilk Dielac powder milk (Attitude scale)
Criteria
Totally agree
Agree
Disagree
a. Affordable price
b. High quality
c. Nutritious
d. Childrens favorite
e. Security for children
f. Parents satisfaction
Question 4, 5, 6, 7 measure behavioral component of the target consumer.

Totally disagree

4. Would you recommend Vinamilk Dielac powder milk for your friends or colleges?
a. Yes
b. No
5. In the past, did you have to change the powder milk brand?
a. Yes (to question 6)
b. No (to question 7)

6. Reason that you have to change to the new powder milk brand?
a. The new powder milk is more quality
b. The new powder milk has more affordable price
c. Friends/relatives recommend
d. Kid is not suitable with the old milk
e. Other factors
7. What powder milk brand that you usually use? _______________
(If the answer is a foreign brand, move to question 8, otherwise question 9)
Question 8 aims to know about the perception of consumer toward Vinamilk Dielac in
comparison with other foreign milk products
8. Why did you choose a foreign milk product instead of a Vietnamese powder milk
product?
a. I believe in foreign milk brand
b. Other peoples recommendations
c. I think Vinamilk is not good enough
d. Because foreign milk product is more nutritious
e. Because foreign milk brands appear more on advertisement
f. Other reasons
Question 9-12 tried to figure out what external factors influences consumer buying decision,
then using the result to recommend for Vinamilk Dielac.
9. Where do you usually buy powder milk product?
a. Supermarket
b. Groceries store
c. Milk store
d. Official distributors
e. Market
f. Online
10. Where do you usually get information about the powder milk product?
a. Newspaper/Magazine
b. Online
c. TV Advertising
d. Mother or mother-in-law
e. Friends/Colleges/Relatives
f. Neonatologist
g. Pediatricians
h. Product packages
i. Sellers
11. What factors influence your purchase decision?
a. Price
b. Quality
c. Origins
d. Brand name
e. The display at point-of-purchase (POP)
f. Promotion
9

g. Suitable for kids

12. Who influences your purchase decision?
a. Friends
b. Relatives
c. Mother or mother-in-law
d. Experienced people
e. Seller
f. Neonatologist
g. Pediatricians
h. No one
i. Advertisement

10

II Finding
Following are the analysis and discussion about our research result

1. Do you know about Vinamilk Dielac powder milk?

14%
Yes

No

86%

2. Have you ever used Vinamilk Dielac powder milk?

Yes
52%

No
48%

The research shows that 86% of participants know about the Vinamilk Dielac powdered milk,
which means that the brand has the high level of brand awareness in most examinees
perception. However, just 48% of 86% participants saying YES used to use or are using the
Dielac. It proves that the wide brand awareness is not completely the factor affecting the
company sales. Consumers purchase decision are made and influenced by the wide range
number of factors such as point of purchase, and their attitude about products. We assume a
lot of reasons for participants who have the brand awareness but have not bought Dielac and

11

then test whether the assumption right or wrong. The result of our assumption may be
become the recommendations for Dielac Vinamilk.

3. Your evaluation about Vinamilk Dielac powder milk

Total Agree
Parents' satisfation

Agree

39%

Security for their children

33%

Children's favour

35%

Full nutritious
High quality
Affordable price

25%
29%
40%

Disagree

Total Disagree

44%

11%6%

44%

17% 6%

29%

24%

69%
71%
55%

12%
6%
0%
5%

In marketing, the attitude refers the overall evaluation of a product or service formed by
consumers over time (Solomo, 2009), therefore we asked 48% of participants who used to
use or are using the Dielac to observe their attitude towards the brand such as their
satisfaction, security for their children, their childrens flavor, nutritious, quality and price.
After that, their answers were filled into four types: total agree, agree, disagree and total
disagree. Percentage of agree makes up the most in six questions at from 29% to 71%. With
this result, we conclude that most participants choosing Dielac for their kids do not
completely satisfy with Dielac offering, therefore, there is the gap of improvement for
Vinamilk to achieve. In this part, multiattribute attitude model with six different types of
factors was applied to evaluation the customers attitude about Dielac. When we did research,

12

Assume that:
| : Consumers ideal level (desired performance)
X: Consumers belief about the brands performance (levels of performance)
Favorable

(1
)

(2)

Low price
High
quality
Full
nutritious

Kids favor

(3)

(5)

X
|

X
|

X
X

Secure for
kids
Parents
satisfaction

(4)

|X
|

(6)

(7)

Unfavorable

Importance

High price

17%*

Low quality

32%*

Less
nutritious
Kids
unflavored
Unsecure
for kids
Parents
dissatisfactio
n

8%
20%*
7%
15%

Dielac = (17)(|2-4|) + (32)(|3-5|) + (8)(|4-5|) + (20)(|5-2|) + (7)(|4-4|) + (15)(|3-4|) = 181

This segment of consumers belief (X) that Dielac is average priced, seems low in quality and
nutritious, average secured for their kids, have the average level of satisfaction. Their ideal
soda (|) would be slightly low priced, average high in quality and nutritious, much high in
kids flavor, and extremely high in their satisfaction. As the result, ADielac equals 181, which
expresses that there is the big difference between consumers belief and ideal about Dielac of
Vinamilk, is at the range of favorable. In above table, kids favor has the largest gap
between consumers ideal and belief. In the interview, we saw that a lot of respondents,
whose kids used to drink Dielac Alpha, said that it was much unfavorable for their kids in
terms of gastrointestinal system and sweet taste mostly. Therefore, we raise the question that
why they do not choose the solution of choosing Dielac Optimum, which is the type of milk
powder to protect the kids digestion, but choose foreign powdered milk. In question 8, we
continue to find out the answer.

13

4. Would you recommend Vinamilk Dielac powder milk for your friends or colleges ?

18%
Yes

No

82%

After testing the cognitive and affective component in attitude, question 4 helps us know
whether behavior happens or not by asking the Would you recommend Vinamilk Dielac
powdered milk to your friends or colleges? Through this question, we can estimate how
wide network of potential customers is by word-of-mouth (WOM). WOM, which is the most
traditional marketing strategy, never lost its effectiveness in marketing and sales, especially in
selling products (Berry, Leonard, & Parasuraman, 1991). According to the Bass model, it is
proposed that consumers are influenced by two main sources: media and WOM (Mahajan,
Vijay, Eitan, Frank, & Bass, 1990). Another evidence proves that in question 10 of ours,
relatives marks the second with 18% compared to TV ads with 23% in the source for
consumers to get information about the milk powder. In this pie chart above, 82% of Dielac
consumers have suggested the product to their relatives and friends. This is bright signal for
Vinamilk in raising brand awareness in spite of the large ADielac.
If Dielac wins Vietnamese customers, it would have more chances to expand its brand
awareness to greater number of potential consumers.

14

5. In the past, did you have to change the powder milk brand ?

Yes39%

No

61%

6. Reason that you have to change to the new powder milk brand ?

10% 14%

14%
45%

17%

New product is higher quality

More affordable price

Friends/Relatives' recommendation

Not suitable for kids

Other factors

In the question 5 of our research, there are 28 people (61%) out of 44 participants said that
they had changed their powdered milk brand at least once. In question 6, the research points
out why that 61% of consumers have refused the brands after an attempt of using. To be more
specific, the most significant reason why consumers have discarded the previous brands is in
the suitability related problem. Among these 28 peoples, 47% of them informed that the exbrand was not appropriate for their kids, who usually have symptoms like vomit, or digestive
problems before changing to the new brand. In this case, the use behavior is really important
that may lead to the negative development of cognition and affective component (Hawkins &
Motherbaugh, 2010, p. 403). The huge budget on marketing to stimulate experiences with
product is nothing when using experience is negative, especially in powdered milk goods. For
15

instance, when women choose an imported powdered milk brand with the highest price
because they believe that it is the best for their children. However, when her kid has any
symptom, which proves that this kind of product is not suitable, her good belief and feeling
about this brand will immediately collapse. Consequently, brand changing is ineluctable. That
is the reason why the negative use behavior about suitability related problem accounted for
the highest percentage. Specifically, in Dielac case, as mentioned above, unfavorable for kids
in terms of gastrointestinal system and sweet taste are the main cause of negative use
behavior. Besides, the quality and price are also the main reasons. 15% of the participants
informed that they changed to a new product because it had the higher quality; while the
same percentage of participants said that the new product had a more affordable price. What
is more, 18% of respondents brand changing decision is affected by friends or relatives
recommendations.
7. What powdered milk brand that you usually use?

- More than 60% of participants said they have used foreign powdered milk brand.
8. Why did you choose a foreign milk product instead of a Vietnamese powder milk product ?
Other opinions 10%
Foreign brands appear more on advertisement3%
Foreign brands is more nutritious 10%
Vinamilk brands is not good 11%
Others people's recommendation

32%

I believe in foreign milk brand

34%

0%

10%

20%

30%

40%

60% of participant used foreign powdered milk products according to the result of question 7.
The main reason is the western brand oriented psychology of Vietnamese consumers.
Western brand oriented psychology is the general sentiment of the majority of mothers
nowadays. It has become the way of consumption of Vietnamese consumers, not only for
specific powdered milk items.

16

It is the matter of interpretation of consumer it is the assignment of meaning to sensations

(Hawkins & Motherbaugh, 2010, p. 293). Specifically, in this case, it is referred to perceptual
relativity interpretation is generally a relative process rather than absolute (Hawkins &
Motherbaugh, 2010, p. 293). The psychological meaning is the subjective experience, not
objective reality, which drives consumer behavior. In the case of using foreign powdered milk
products, Vinamilks products may have high quality at a lower price than competitors the
foreign milk brand because the firm is more efficient. However, consumers use their own
experiences and knowledge to draw inferences about product quality based on a non-quality
cue (Hawkins & Motherbaugh, 2010, p. 300). In the case of powdered milk products,
consumers use price-perceived quality, it is an inference based on the popular adage you
get what you pay for. Consumers often infer that higher-priced brands possess higher quality
than lower-priced brands do (Hawkins & Motherbaugh, 2010, p. 300). With that perception,
Vietnamese consumers are paying more for the foreign brands to buy the feeling of safety,
believing that the quality and formula is better, that explains why the reason I believe in
foreign milk brand is given by most of the consumers in the question 8 - Why did you
choose a foreign milk product instead of a Vietnamese milk product?
Moreover, the group think, consumers are affected by group influences for making the
western brand oriented psychology, which becomes more popular. It is noticeable that the
reference groups that influence consumers buying decision also have the western brand
oriented psychology, that crucified in the mind of consumers that the foreign product is
the best (Nguyen H. , 2014). It is understandable to see the reason for participants using
foreign powdered milk brands, that represents the high portion of result in question 8 for the
second reason why consumers choose foreign powdered milk brands is other peoples
recommendation.
Nguyen Thi Lam, Deputy Director of the National Institute of Nutrition confirmed that
domestic milk is not inferior in quality compare to imported milk.
She also said that, as "inherent" and western brand oriented psychological has ingrained
into the subconscious, so that the consumption habits of consumers did not recognize the
positive changes in domestic production. Powdered milk for kids belongs to the group with
extremely high brand loyalty (An update of the milk market in Vietnam, 2014), so once
consumers choose a product (and they prefer to choose foreign powder milk brand), as long

17

as it is suitable for their kids, they would not change to another brand. So it is really hard for
the domestic brand product to gain the loyal customers of foreign powdered milk products.

9. Where do you usually buy powder milk product?

Online 2%

9%

Markets

19%

Official distributors

24%

Milk stores

25%

Groceries stores

21%

Supermarkets

0%

5%

10%

15%

20%

25%

30%

Groceries stores, milk stores, supermarkets, and official distributors are the most popular
places, where the respondents shop for milk products.
In those distribution channels, groceries stores, milk stores, official distributors and markets
belong to the traditional trade accounting for 77% of the place that participants refer to buy.
The modern trade in this case, including supermarkets and online shopping, occupying for
23% of the place reference.

10. Where do you get information relating to the products?

Sellers

4%
11%

Product packages
Pediatricians

7%

Neonatologists

7%
18%

Relatives
Mother/Mother in law

4%
23%

TV Ads

16%

Online
Newspaper/magazines
0%

10%
5%

10%

15%

20%

25%

18

12. Who influences you purchase decision?

Advertisement 1%

34%

No one
Pediatricians
Neonatologists
Sellers
Experienced people
Mother/Mother in law

9%
7%
6%
13%
7%
16%

Relatives
Friends
0%

7%
5%

10%

15%

20%

25%

30%

35%

40%

While searching and learning about powdered milk products, most consumers experience
high-involvement learning, as they are motivated to acquire the information about the product
(Hawkins & Motherbaugh, 2010, p. 350).
According to the research result, people get most information from TV Advertising,
following by the relatives, online, product packages, newspapers/magazines, then credible
experts with pediatricians and neonatologists with the same rate, sellers and mother/motherin-law receive the lowest rate for consumers information. Although TV advertising is given
the highest rate of seeking information source, it is not effectively led to consumers purchase
decision. It shows in the result of question 12, just 1% of participant influenced by the
advertisement, therefore we would pass through this source of information. For the second
rating information source, relatives are one kind of reference group, they have moderate
impact to the purchase decision of buyer since the result in question 12 shows that 16% of
participants decisions were influenced by relatives. It makes sense when the powdered milk
products buyers are in high purchase involvement and also have the product knowledge,
according to the likelihood of seeking an opinion leader below, which is founded in (Hawkins
& Motherbaugh, 2010, p. 242), it is moderate likelihood.

19

Source of information from relatives, others are just the information influencers.
Informational influence occurs when an individual uses the behaviors and opinions of
reference group members as potentially useful bits of information (Hawkins & Motherbaugh,
2010, p. 234). By that, the customers of powdered milk products often make decision by
themselves, as represented in the result of question 12 with 34% of examinees blamed that
they always make their own decision with minimum level of influence by others.

11. What influences your purchase decision?

Suitable for kids

13%

Promotions1%
The display at point-of-purchase 3%

19%

Brand name
Origins

15%
32%

Quality

17%

Price
0%

5%

10%

15%

20%

25%

30%

35%

The research reveals that the quality is the most important factor that influences participants
purchase decision, which accounted for 32% of all answers related to purchase influencers.
Because of the time constrain, we have not asked the question related to quality perception of
20

participants, we will use secondary data from an empirical study of consumer-defined quality.
This study examined the case of purchasing of milk powder, the consumer consideration and
level of importance towards the quality attributes. The study reveals that consumers consider
that absence of pathogens and accredited food certification as Must-be characteristics.
Apart from that, labeling and compositional integrity increase the consumer concern towards
powdered milk products. Several other attributes, including packaging material, size,
appearance, advertising, and brand name can create any milk powder variety an attractive
product for consumers. (Lakni & Mudalige , 2009). Nguyen, 2014, also blame that the factor
of label with innovative formulas is considered as the most crucial element in decision
making of Vietnamese consumers, followed by pricing, company image, flavor, tactile
packaging, recommendations, promotions, being imported from abroad, package design, and
information from the salesman in the order of descending.
Those research results imply that the quality that consumers perceive lies heavily on label,
including some significant features like accredited food certification, packaging material,
appearance, company image, label with innovative formulas.
It is also observed that the factors that consumers concerns when influencing their purchase
decision the most after quality according to our research on question 12 are: brand name,
price, origin, which also the factors that consumer can know through label and advertising.
According to Euromonitor, statistics also shows that foreign labels are more favorable by
Vietnamese consumers due to high brand awareness and customer-oriented marketing
strategy, although there has not been any study either comparing quality of local and western
milk products or showing that there is a difference in nutrient supplement of the two kinds.
Yet more money is coming out of consumers pocket for labels with more added nutrient
formula (Nguyen N. , 2014).
It is also proved that marketing plays the crucial part in this industry, so Nestle and Mead
Johnson spend generous amount on advertising, which made up 30 percent of their total
overhead (Nguyen N. , 2014).

21

E. Recommendations
Although the result in question 12 implies that most examinees affected by no one when
making buying decision regard to the powdered milk product, there are a lot of available
factors affecting the process from customer awareness to decision making in subconscious
that the consumers do not aware of it, those are internal and external factors. Since the most
of the participants concern about quality, we would like to express and recommend for the
brand Vinamilk Dielac what they could do to improve perceived quality in customers mind in
implication of internal and external factors.
I

Improve the perceived quality of product

In order to increase the awareness and expand the customers toward Dielac brand, the first
thing Vinamilk should do is to improve the perception of quality of the products in
Vietnamese mind as knowing quality of product is the most significant factors influencing
buying decision which was showed in the question 11 result. The innovate new quality
ingredient for their product in order to step out of others foreign brand product; as Nguyen,
2014 has implied innovative formulas are considered as the most crucial in decision making
of Vietnamese consumer.
II Taste and suitability
As many participants of our research commented that the taste of Dielac is too sweet, the
recommendation that can draw from our analysis is that Vinamilk should adjust the taste for
their products for less sweet. The suitability is another factor that Vinamilk has to concentrate
heavily on, it is the matter of new product development that Vinamilk should put more effort
to study in order to be more suitable for Vietnamese kids growth and digestive system
because 42% of Dielac consumer changing other powdered milk brands results from that
Dielac is not suitable for their kids including not gaining weights, allergy, and taste.
III Impact the internal influences
Increase the perception on products quality
As mentioned above, the label and packaging of the powdered milk products have great
influence on customers in the aspect of perceived quality. It is highly recommended that
Vinamilk should make the label of Dielac brand become more attractive by adding and
emphasizing more functional benefit to kids in the front of the product packaging.
Consequently, consumers will perceive and feel the quality through the label and packaging
design. Bright colors can be used to attract more attention, convey meaning, and influence
22

consumption. The bright colors are interesting and unique even though they dont taste
different (Hawkins & Motherbaugh, 2010, p. 306). So we recommend that Vinamilk should
utilize stimulus characteristics by adjusting the packaging color brighter as the current ones
are still dark. It is observed that the products of foreign brands such as Abbott and XO always
have brighter colors than Dielac brands, and Vietnamese consumers also prefer the Abbott
than Dielac brands.
Apart from that, nutrition label is the most effective element to impact consumers at point-ofpurchase (Grunert, Fernandez-Celemn, Wills, & et. al, 2010). Hence, Vinamilk should add
more nutrition value to Dielac powder and make it outstanding on the front side of the
product package.
Increase learning and memory
The powdered milk for kids belongs to the high involvement product and decision, so the
strong attention focuses on central, product-related features and factual information. It is
recommended that the Vinamilk should use vicarious modeling and analytical reasoning
theory to apply in their marketing strategy.
Vinamilk can enhance the learning and memory through dual coding, by advertising the
powdered milk Dielac brand in variety of themes. For example, making an advertisement to
show the variety of situations when moms have to feed kids with powdered milk. Through
that, it would provide multiple paths to the brand, which leads to enhance parents to recall
later on (Hawkins & Motherbaugh, 2010, p. 340).
Also, Vinamilk should avoid the similarity to the advertisement of its competitors in term of
powdered milk products and try to approach the customers in the different way, in order to
prevent the competitive memory interference. The way to arrange and decorate at point-ofpurchase is also considerable as it is related to external retrieval cues, and the image and
message should fit the advertising content, by that, enhance the ability of consumers to recall
information from the commercial.
IV Impact external influences
Reference groups Group influences
At analyzing the finding part, the powdered milk customers always seek for information;
hence, would be affected by informational influence. We suggest that after developing the
new products and designing new labels through the above recommendations, Vinamilk
should use multistep mass communication information flow. The following figure shows that
23

the multistep flow transfers the marketing activities and other information to opinion leader
and/or go directly to the relevant market segment.

In the case of Dielac Vinamilk, we advise that Vinamilk should encourage opinion leaders,
who could be e-influential to write and share information and feedback after using the
product.
To increase the credibility of Dielac powdered milk product, the marketing materials should
emphasize credible ingredients by using expert reference groups to recommend.
V Marketing activities
Although consumers make decision by themselves, they will learn through the advertising,
and it will be easier to recall when consumer have intension to buy the products. The research
result showed that the quality factor is concerned the most by the participants. Advertising
intensity is also a quality signal. Consumers tend to infer that the heavier advertisement
appears, the higher the quality of products is. One reason is that effort of the company is
believed to predict success, and ad spending is seen as an indicator of effort. Any factor
related to the advertising expense such as medium, use of color, and repetition, can increase
quality perceptions and choice (Hawkins & Motherbaugh, 2010, p. 300).
As powdered milk is considered as the high-involvement product, so the ads should be placed
in media outlets with content relevant to the product and interests target audience (Hawkins
& Motherbaugh, 2010, p. 305). Also, the advertising should emphasize more functional

24

benefits as the functional advertising plays a more important role in persuasion for making
the purchase (Zarantonello, Jedidi, & Schmitt, 2013).
F. References

DVO. (2014, June 23). Doanh nghip ni ng u trn th trng sa bt? Retrieved March
6, 2015, from Gafin : http://gafin.vn/kinh-te/doanh-nghiep-noi-dung-dau-tren-thitruong-sua-bot-3123276/
Grunert, K., Fernandez-Celemn, L., Wills, J., & et. al. (2010). Use and understanding of
nutrition information. Journal of Public Health, 18, 261-277.
Hawkins, D., & Motherbaugh, D. L. (2010). Consumer Behaviors: Building Marketing
Strategy (11th edition ed.). New York: Mc Graw Hill/Irwin.
Lakni, W. A., & Mudalige , J. U. (2009). CUSTOMER-DEFINED QUALITY OF FOOD: AN
EMPIRCAL INVESTIGATION BASED ON KANO ANALYTICAL METHODS
FOR MILK POWDER. The Journal of Agricultural Sciences , 4(2), 45-58.
Lam, T. (2013, March 6). Sa bt Vit Nam: Nhn ln k l hiu. Retrieved March 6, 2015,
from Cafebiz: http://cafebiz.vn/cau-chuyen-kinh-doanh/sua-bot-o-viet-nam-nhin-lenke-la-hieu-20130304105356794.chn
Lan, T. (2014, September 14). Vinamilk ng dng nghin cu mi cho sa bt tr em Dielac
Alpha Gold. Retrieved March 6, 2015, from dddn: http://dddn.com.vn/doanhnghiep/vinamilk-ung-dung-nghien-cuu-moi-cho-sua-bot-tre-em-dielac-alpha-gold2014091403123225.htm
Nguyen, H. (2014, March 24). Gi sa tng: Ti ngi tiu dng. Retrieved March 10, 2015,
from
Dantri:
http://dantri.com.vn/kinh-doanh/gia-sua-tang-tai-nguoi-tieu-dung853378.htm
Nguyen, N. (2014). An update of the milk market in Vietnam. Finland: Arcada.
Nielsen. (2012). Vietnam Grocery Report 2012. Nielsen Company.
Phi, H. (2012, October 11). Modern trade forecast to grow strongly. Retrieved March 10,
2015, from The SaiGon Times: http://english.thesaigontimes.vn/26014/Modern-tradeforecast-to-grow-strongly.html
Solomo, M. (2009). In 8th (Ed.), Consumer behavior buying, having, and being . Upper
Saddle River: NJ: Pearson Prentice Hall.
Tr, M. (2015, January 23). Vinamilk t doanh thu gn 36.000 t ng. Retrieved March 6,
2015,
from
VnExpress:
http://kinhdoanh.vnexpress.net/tin-tuc/doanhnghiep/vinamilk-dat-doanh-thu-gan-36-000-ty-dong-3137965.html
Vinamilk. (2014). Vinamilk story. Retrieved March 6, 2015, from vinamilk.com.vn:
https://www.vinamilk.com.vn/en/ve-cong-ty
Zarantonello, L., Jedidi, K., & Schmitt, B. (2013). Functional and experiential routes to
persuasion: An analysis of advertising in emerging versus developed markets.
International Journal of Research in Marketing, 30, 46-56.

25

26

Appendices
Appendix 1: Questionnaire design
1. Bn c bit v sa Dielac dnh cho tr em ca Vinamilk khng?
a) C (chuyn n cu 2)
b) Khng (chuyn n cu 4)
2. Bn c ang/ s dng sa Dielac ca Vinamilk cho con bn khng?
a) C (chuyn n cu 3)
b) Khng (chuyn n cu 5)
3. Theo bn anh gia v sa Dielac ang/ s dng:
Yu t

Hon

ton ng

ng

Khng

Hon ton khng

ng

ng

a. Gi thnh va
phi
b. Cht lng
tt
c. y dinh
dng
d. Tr thch ung
e. Ti thy an
tm khi s dng
sn phm
f. Bn hi lng
v sn phm
4. Bn s gii thiu cho bn b/ngi thn ca mnh mua sn phm Dielac ca Vinamilk?
a) C
b) Khng
5. Trong qua kh, ln no bn phi i nhn sa ang s dng?
a) C (Chuyn sang cu 6)
b) Khng (Chuyn sang cu 7)
6. L do chuyn sang dng nhn sa mi:
a)
b)
c)
d)
e)

Sa mi cht lng hn
Sa mi c gia c hp l hn
c ngi thn, bn b gii thiu
Do tr khng hp vi sa c
L do khac
27

7. Bn thng dng sn phm sa no dnh cho em b? _______________________

(Nu tr li l 1 hng sa ngoi, hi tip cu 8, cn li hi cu 9)
8. Ti sao bn chn sa ngoi thay v 1 hng sa ni chng hn nh Vinamilk Dielac:
a)
b)
c)
d)
e)
f)

V ti tin tng cht lng ca sa ngoi hn

Nhng ngi khac khuyn dng
V ti ngh Vinamilk khng tt bng
V sa ngoi c nhiu dng cht hn
V ti bit nhiu thng tin sa ngoi hn thng qua qung cao
L do khac

9. Bn thng mua sa u?
a) Siu th
b) Ca hng tp hoa
c) Ca hng chuyn v sa
d) Ca hng hoc i l chnh hng
e) Ch
f) Mua online
10. Bn thng ly thng tin ca cac sn phm sa bt tr em t ngun:
a) Bao/tp ch
b) Online
c) Qung cao trn TV
d) M hoc m chng
e) Ngi thn/bn b
f) Bac s s sinh
g) Bac s Nhi khoa
h) Trn v hp
i) Ngi ban

28

11. Nhng yu t no nh hng n quyt nh chn sa cho em b ca bn?

a) Gia
b) Cht lng
c) Ngun gc
d) Thng hiu
e) Cach trng by sn phm ti im ban
f) Khuyn mi
g) Hp vi tr
12. Nhng ngi no c nh hng n quyt nh chn sa cho em b ca bn?
a) Bn b
b) Ngi thn
c) M hoc m chng
d) Nhng ngi c kinh nghim
e) Ngi ban
f) Bac s s sinh
g) Bac s Nhi khoa
h) Khng ai nh hng
i) Qung cao

29

Appendix 2: Research question flow

30