DEADLINE: CHỦ NHẬT 3/12

1. Brief introduction about the brand and the campaign: (Hân)

- Vinamilk is the brand of Vietnam Dairy Products Joint Stock Company, known for
products such as: Fresh milk, powdered milk, condensed milk, yogurt, nutritional
water...
- Firstly, about the company:
+ Vinamilk was established in 1976 on the basis of taking over 3 dairy factories
left by the old regime.
+ In 1995, Vinamilk officially inaugurated its first dairy factory in Hanoi.
+ In 2012, Vinamilk inaugurated modern factories.
+ In 2019, Vinamilk reached the top 200 companies with The best revenue of
over 1 billion Asia Pacific.
+ In 2021, Vinamilk became the first representative of VIETNAM to participate
in the Global Dairy Industry Initiative on Net Zero and reached Top 40 dairy
companies with the highest revenue in the world.
- Secondly, about the mission and vision of the company:
+ The vision of the company: Vinamilk wants to become Vietnam's leading
symbol of trust in nutritional and health products serving human life.
+ The mission: Vinamilk is committed to providing the community with top
quality nutrition and quality through our respect, love and high responsibility
to human life and society.
- The next is about BOD's statement:
+ Vinamilk wishes to become a favourite product in every region and territory.
They view customers as the centre and are committed to meeting all customer
needs. They always satisfy and are responsible with customers.
- About the core value:
+ To become a symbol of Vietnam's leading belief in nutritional and health
products serving human life. Vinamilk always upholds the values of integrity,
respect, fair, morality and follow.
- The campaign: “Triệu ly sữa yêu thương, triệu nụ cười hạnh phúc"
+ On the occasion of its 45th anniversary, Vinamilk kicked off the 2021 journey
of Quỹ sữa Vươn cao Vietnam with the organisation of an online campaign
called "Triệu ly sữa yêu thương, Triệu nụ cười hạnh phúc" with the desire for
every child to drink milk to be healthier, happier.
+ The idea of the campaign started in 2008, Vinamilk coordinated with the
Vietnam Fund for Poor Children to organise the launch of "One million
glasses of milk fund for poor children in Vietnam", this is Vinamilk's
campaign for poor children with the message "For Vinamilk, drinking milk is
sharing".

2. Why is it initiated? The proposed value and the outcomes? (Thy)

- There are many ways to convey a business's message through marketing activities,
sales, brand identity systems... However, there is a way that has a lot of emotional
 meaning but few Vietnamese businesses care about it. That focus is on sending
effective messages to customers through supported social finance activities.
- VNM's social activity with the Vietnam Fund for Poor Children, aiming to bring
millions of glasses of quality milk to children in all regions of the world.
- Proposed value:
+ For brand: Create brand connection with consumers, strengthen brand image
+ For children: Building the core value is that the brand brings nutritional value
to Vietnamese children.
+ For reputation: Increase brand awareness throughout Vietnam
- The outcomes: From 2008 to 2021, with more than 37 million glasses of milk,
equivalent to 163 billion VND sent to more than 460 thousand children in special and
difficult circumstances throughout 63 provinces and cities. This will also be a
meaningful milestone for Vinamilk on its 45th anniversary of establishment.
- This is considered a campaign that marks the success of one of the first Cause
Marketing Campaigns in Vietnam.
3. What is/are the key message(s) of the campaign? (My)
The campaign "Triệu ly sữa yêu thương, triệu nụ cười hạnh phúc" is one of the charity
activities of VNM company to support children in difficult circumstances and bring the
happiness to them. The campaign has a special meaning of connection.
● First, Support difficult children: The campaign is true to its name with the desire to
bring millions of glasses of milk and millions of smiles to disadvantaged children
across the country. Donated milk cartons can help improve children's health and
nutrition. (Triệu ly sữa yêu thương, n.d.)
→ It also brings joy and happiness to the children, creating a smile on their faces.
→ In the context of the Covid-19 pandemic, specially in April 2021, over 30000
glasses of milk were converted from the support of the online community through the
campaign, helping them to improve health and prevent disease. (1,7 triệu ly sữa,
2021)
● the second message is Love and Sharing: The campaign encourages people to share
their happy moments with loved ones on social platforms and use the hashtags
#Vinamilk #QuySuaVuonCaoVietNam #HanhPhuc. With every valid post, we are
joining with Vinamilk and the quỹ sữa vươn cao VN to bring boxes of fresh milk to
disadvantaged children. This activity clearly shows the spirit of solidarity and support
of the nation. (VietnamBiz, 2021) (Voh, 2021).
⇒ With that "double" positive meaning, thousands of glasses of milk have been contributed
by the online community from this online campaign.

4. What channels did the brand use to spread the message(s)? Who's their target
audience? (Thư)
The campaign "Triệu ly sữa yêu thương, triệu nụ cười hạnh phúc" is one of online campaign.
 - With the goal of calling for joint efforts to bring milk to disadvantaged and fortunate
children, VNM organized the online service "Triệu ly sữa yêu thương, triệu nụ cười
hạnh phúc". VNM has used advertising on media such as Facebook to inform people
about this campaign.
- How to participate in the program is very simple, with just one small action: Post
pictures of happy, healthy, entertaining moments with family and friends on your
personal Facebook and share your feelings about "happiness" with the hashtag
#Vinamilk# QuySuaVuonCaoVietNam #HanhPhuc With each share posted, VNM
will contribute 10 cartons of milk to the “Quỹ sữa Vươn Cao Việt Nam” campaign
and send joy to children.
=> Nearly 31,000 glasses of milk have been converted from the support of the online
community through the online campaign organized by Vinamilk. With the goal of spreading
the message of happiness and thereby joining hands with Vinamilk to bring more glasses of
nutritious milk to less fortunate children, this campaign has received a strong response from
the community.

Target audience of campaign "Triệu ly sữa yêu thương, triệu nụ cười hạnh phúc":
- The campaign starts with the "1 million glasses of milk fund", the campaign's goal
will focus on children in difficult circumstances. The program has brought millions of
glasses of milk to all provinces and cities across the country. After 13 years of
operation, the "Quỹ sữa Vươn Cao Việt Nam" has donated 37 million glasses of milk,
nearly to 163 billion VND, to 460 thousand children in special and difficult
circumstances across the country.
- The joy of children from this campaign in 2020.

5. Evaluate possible impacts on those audiences and the company’s communication

objectives. (Ý)

Impacts on children:

First of all, the "Triệu ly sữa yêu thương, triệu nụ cười hạnh phúc" campaign by
Vinamilk has had a positive impact on children, especially underprivileged children. This
campaign aims to create opportunities for all Vietnamese children to drink milk every day,
contributing to reducing the rate of malnourished children in Vietnam, with the mission
"Every child has the right to drink milk every day" for a rising Vietnam. Next is Supporting
children affected by Covid-19 VNM has delivered over 1.7 million servings of milk to
children in need in 27 provinces. Besides, By providing milk and spreading love, the
campaign brings smiles and happiness to the faces of underprivileged children. And finally,
The campaign has successfully engaged the community by encouraging them to share
happy moments with their family and friends on their personal pages.

Impacts on Consumers:
 Firstly, it has raised awareness among consumers about the importance of supporting
children in need through social media platforms. Secondly, the campaign has created an
emotional connection between consumers and the cause. By participating in the campaign,
consumers feel a sense of fulfilment and happiness knowing that their actions contribute to
helping poor children. Lastly, the campaign positively impacted the perception of VNM, it
means that consumers appreciate a company’s efforts to support disadvantaged children and
contribute to their well-being.

The specific communication objectives of Vinamilk "Triệu ly sữa yêu thương, triệu nụ
cười hạnh phúc" campaign is the aims to build core value for society, particularly for
disadvantaged localities. Increase positive brand recognition throughout Vietnam. And also,
Creating brand connection with consumers, strengthening brand image. Last but not least,
Vinamilk aims to positively influence public opinion, as evidenced by the warm response and
active participation from the online community.

There are notable awards that VNM has achieved in recent years, especially the
company is also recognized as the brand most chosen by Vietnamese consumers for eight
consecutive years, according to the "Brand Footprint" report.

Let’s have a look at this chart. We will see that In 2023, VNM's brand value has
approximately tripled compared to 2015.

Vinamilk's success can be attributed to several factors. Firstly, the company has a strong
focus on quality, and has invested heavily in research and development. Secondly, Vinamilk
has a highly efficient and effective distribution network, which has helped it to reach new
markets quickly and effectively. Finally, the company has a strong brand image, which has
helped it to build a loyal customer base in both its home market and in new markets.

6. Why was it a success/failure? (Hiền)

- The achievements of the “Triệu ly sữa yêu thương, triệu nụ cười hạnh phúc” online
campaign is one of typical community programs of Vinamilk because this effective
contribution to children’s health in Vietnam. This is considered a campaign that marks
the success of one of the first Cause Marketing Campaigns in Vietnam.
- The reasons why this campaign is successful:
● Choosing a popular and suitable website is Facebook which tends to better connect
with the population. This website can helps campaign approach and spread easily to
the population
● Besides, The way to join the campaign is easy for participants. The attendees only
post many photos about healthy, happy moments with family and friends on your
personal Facebook page and share your feelings about "happiness" with the hashtag
#Vinamilk #QuySuaVuonCaoVietNam #HanhPhuc. Thus, there are 10 boxes of milk
to “Quỹ sữa Vươn cao Việt Nam” program.
● The goal of the “Triệu ly sữa yêu thương, triệu nụ cười hạnh phúc” received more
people caring because of meanings and paying more attention to children’ health who
 live in poor and difficult condition. Ensuring all children in Vietnam have access to
milk every day without interruption in nutritional care for any reason.
● The campaign named “Triệu ly sữa yêu thương, triệu nụ cười hạnh phúc'' started in
the year 2021 when the Covid-19 pandemic broke out and the difficult economy. In
this time, a large number of children did not have a chance to fully supply nutrients.
Therefore, the “Triệu ly sữa yêu thương, triệu nụ cười hạnh phúc'' campaign chose the
right time to conduct the campaign with with the hope of being able to help children
improve health, increase resistance to repel diseases.
7. What are the lessons learned (+ive/-ive) for them in using social media in
communication? Your recommendations if possible. (Phương)
Using social media to promote items offers several benefits for businesses, but it also
comes with some disadvantages. Here are the key points to consider:

● Benefits of Using Social Media to Promote Items

- Global Reach: Social media allows you to reach a vast audience globally,
helping you connect with potential customers from different parts of the
world.
- Cost-Effective: Compared to traditional advertising channels, social media
marketing can be more cost-effective, especially for small businesses with
limited budgets.
- Targeted Advertising: Social media platforms provide robust targeting
options, allowing you to tailor your ads to specific demographics, interests,
and behaviours, increasing the chances of reaching your target audience.
- Engagement and Interaction: Social media enables direct interaction with
your audience. You can respond to comments, answer questions, and build a
community around your brand.
- Brand Awareness: Social media is an excellent tool for building brand
awareness. Regular posting and engagement can increase your brand's
visibility and recognition.

The message "Stand Tall Vietnam" is exploited from many different angles in
communication activities and products, specifically:
➔ "Vietnam Milk Fund” campaign donates milk to 40,000 poor children
in 40 difficult provinces and cities. TVC "Vinamilk 40 years - Rising
Vietnam"

● Disadvantages of Using Social Media to Promote Items:

- Time-Consuming: Managing social media accounts and creating engaging
content can be time-consuming. Small businesses may find it challenging to
allocate the necessary time and resources.
- Negative Feedback: Social media exposes their brand to public feedback,
including negative comments.
 - Algorithm Changes: Social media algorithms are subject to change. Shifts in
algorithms can impact the visibility of their content, affecting their reach and
engagement.
- Saturation and Competition: With the popularity of social media, there is a
high level of competition. Standing out in a saturated market can be
challenging, and organic reach may decline.
- Privacy Concerns: Users are becoming increasingly concerned about privacy
issues on social media platforms. Advertisers need to be cautious about how
they collect and use customer data.
Below are some other serious issues in Vina Milk's Digital Marketing
strategy for the Giacmosuaviet website:
1. Social Media Marketing Tactics are fragmentary, have no clear purpose,
and do not support the overall website development strategy.
Many posts only mention the Vinamilk brand or the names of e-commerce
platforms such as Shopee and Lazada without mentioning the Vietnamese
Milk Dream brand.
2. Website Content Development Strategy Is Not Consistent With Google's
Algorithm Development Purpose
Giacmosuaviet's website focuses almost exclusively on sales, so the
percentage of knowledge-sharing articles on the website is very low (less than
5%).

In summary, while social media can be a powerful tool for promoting items,
businesses need to carefully consider the advantages and disadvantages and
develop a strategy that aligns with their goals and resources. It's often
beneficial to diversify marketing efforts across multiple channels to mitigate
the risks associated with relying solely on social media.

What Is Social Networking?, By WILL KENTON, Updated May 24, 2023.

https://www.investopedia.com/terms/s/social-networking.asp#toc-advantages-and-dis
advantages-of-social-networking
Advantages And Disadvantages Of Using Social Media (n.d)
https://www.nearbyme2.com/what-are-the-advantages-and-disadvantages-of-using-so
cial-media/
Top Advantages and Disadvantages of Using Social Media in 2023, Mansi Rana,
March 9th, 2023.
https://www.ezrankings.com/blog/social-media-advantages-and-disadvantages/

“Triệu Ly Sữa Yêu Thương, triệu nụ Cười Hạnh phúc” – Nơi đồng điệu Của Những
Trái Tim Muốn san sẻ Yêu Thương. Vinamilk. (n.d.).
https://www.vinamilk.com.vn/vi/tin-tuc-su-kien/2254/-trieu-ly-sua-yeu-thuong-trieu-nu
-cuoi-hanh-phuc-noi-dong-dieu-cua-nhung-trai-tim-muon-san-se-yeu-thuong
 Infonet. (n.d.). Chiến Dịch Online “triệu ly Sữa Yêu Thương, triệu nụ Cười Hạnh
phúc” Của Vinamilk Góp thêm 31.000 ly Sữa Cho Trẻ em Khó Khăn. Kiểm Sát Online.
https://kiemsat.vn/chien-dich-online-trieu-ly-sua-yeu-thuong-trieu-nu-cuoi-hanh-phuc-
cua-vinamilk-gop-them-31-000-ly-sua-cho-tre-em-kho-khan-61493.html

https://cand.com.vn/doanh-nghiep/1-7-trieu-ly-sua-ho-tro-tre-em-kho-khan-giua-dich-C
OVID-19-i605102/

Pv. (2021, May 11). 1,7 Triệu Ly Sữa hỗ trợ trẻ em Khó Khăn Giữa Dịch Covid - 19.
Báo Công an Nhân dân điện tử.
https://cand.com.vn/doanh-nghiep/1-7-trieu-ly-sua-ho-tro-tre-em-kho-khan-giua-dich-C
OVID-19-i605102/

VietnamBiz. (2021, April 1). “Triệu Ly Sữa Yêu Thương, triệu nụ Cười Hạnh phúc.”
vietnambiz.
https://vietnambiz.vn/trieu-ly-sua-yeu-thuong-trieu-nu-cuoi-hanh-phuc-202104010840
38203.htm

Voh. (2021, May 7). Triệu Ly Sữa Yêu Thương, triệu nụ Cười Hạnh phúc. VOH.
https://voh.com.vn/chinh-tri-xa-hoi/trieu-ly-sua-yeu-thuong-trieu-nu-cuoi-hanh-phuc-3
97883.html

Daidoanket.Vn. (2021, March 31). Vinamilk: Triệu ly sữa yêu thương triệu nụ cười hạnh
phúc. Daidoanket.vn.
https://daidoanket.vn/vinamilk-trieu-ly-sua-yeu-thuong-trieu-nu-cuoi-hanh-phuc-10185055.ht
ml
Khánh D. (2021, April 1). Vinamilk phát động chiến dịch “Triệu ly sữa yêu thương, triệu nụ
cười hạnh phúc.” Báo Nhân Dân Điện Tử.
https://nhandan.vn/vinamilk-phat-dong-chien-dich-trieu-ly-sua-yeu-thuong-trieu-nu-cuoi-han
h-phuc-post640553.html
Campaign: Vinamilk - Triệu ly sữa. Brands Vietnam. (n.d.).
https://www.brandsvietnam.com/campaign/22-Vinamilk-Trieu-ly-sua
Nina, E., & Nina, E. (2023, May 2). Successful global expansion of companies in Vietnam -

International Trade Council. International Trade Council - Solving trade-related

issues.

https://thetradecouncil.com/successful-global-expansion-of-companies-in-vietnam/

Vinamilk: brand value 2023. (n.d.). Statista. Retrieved November 29, 2023, from
https://www.statista.com/statistics/1406552/vinamilk-brand-value/#:~:text=In%202023%2C
%20Vietnam
Annual Report - Vinamilk. (n.d.). https://www.vinamilk.com.vn/en/annual-reports