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Product line that we will focus on:

Vinamilk fresh milk 100%

Market segmentation that we will determine to sell Vinanmilk fresh milk 100%:

Young adults:

Age: 18 - 25 years old

Gender: Male, female, and others

Income: no income, low income

Education: Colledge/ University students

Problems of the company:

Brand identity: Changing logo

Objectives for report:

Research Gen Z's perception toward Vinamilk 100% fresh milk.

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BUSINESS OR MARKETING BACKGROUND:

What is the background or situation leading to this market research?

Any basic information about the company, the brand, the market situation, or the competitive landscape we should bear in mind?

What is the current situation of the business, the brand, or marketing performance?

DEFINE PROBLEM &ACTION TO BE TAKEN

What business problems you are trying to solve?

What decision will be made based on the results?

DEFINE INFORMATION NEEDS

List all pieces of information that would help to make decision

Which of these pieces of information are 'nice to know' and 'need to know‘?

LIST OUT DETAILED QUESTIONS TO BE EXPLORED

What are specific questions need to be answered?

What facts, data, findings we would like to see in the final report?

Specific areas of interest from other stakeholders required?

DEFINE YOUR TARGET RESPONDENTS

Whom should we talk to?

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Vission and Mission

Vission: "To become a world grade brand in food and beverage industry, where people put all their trust in nutrient and health products."

Mission: "To deliver the valuable nutrition to community with our respect, love and responsibility."

Target market of Vinanmilk: Geographic, Demographic, Psychographic and behavioural characteristics (Some brands don’t use all the above variables, so you only need to identify relevant variable)

Problems of Vinanmilk (Innovation about packaging)

Currently, milk is not as widespread as it was in the past, because customers no longer consider these dairy goods as an essential nutritious product, according to Vinamilk’s board director (Intern & Intern, 2023). Furthermore, as time changes together with the shift in consumer behavior, Vinamilk recognizes that adaptation and transformation are essential to sustain and develop its state in Vietnam dairy aisle (Vinamilk  Rebranding | More Than a Dairy Brand, n.d.). Therefore they repositioned themselves and made a new brand identity strategy by creating a new appearance for their product, especially the fresh milk product line.

Changing logo

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Chapter 8: Perception trong text book trang 274

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Data Analysis and Recommedations - CB Report