2. The strategic objectives of Vinamilk
Aims
Strateg
y
Vinamilk's sustainable
development focuses
on five points:
Strategy for the period
of 2022-2026:
2
Inheriting from
successful models of the
global dairy industry
Applying science and
technology in agriculture
Increasing renewable
energy
Milk cartons collection and recycling plan that
is SUCCESSFUL, FAST, LONG-LASTING.
4. Social and market data
-
15 billion milk cartons/150 thousand to
ns: discharged each year in Vietnam
(Source: "Báo Tài Nguyên & Môi
Trường"(2018))
=> 1 million milk cartons = 1 ton.
- 5.5 million cartons of milk/day: the
minimum amount of milk Vinamilk delivers
to consumers every day
- 28 million cartons of milk per day/5.1 million liters
of milk: The maximum production capacity of Vinamilk
(according to 2021 data)
-
1.5 million cartons collected in 4 months:
TH True Milk's "Collect cartons, spread green life
2023" program demonstrates its commitment to
environmental protection.
Dong Tien Paper Company currently recycles 12
million cartons per month.
5. DATA ANALYSIS AND CALCULATION
5.5 million milk cartons * 30 days * 4 months =
660 million cartons (equivalent to 660 tons of
cartons).
Potential of Vinamilk
in 4 months
Impact
Calculations and actual construction of flood-proof
houses using recycled milk cartons in Thailand:
48 tons
of recycled
plastic
(To build 1
house)
NEED
25% = polymer
(plastic)
and aluminum
75% = paper
One
milk
carton:
25% of 660 tons = 165 tons of recycled plastic.
Material losses:10% <=> remains: 148.5 tons of recycled plastic
enough materials to build 3 flood-
proof houses/10 ecological roofing sheets.
(ONLY 4 MONTHS OF COLLECTING!)
HOW MANY HOUSES CAN VINAMILK BUILD?
6. COMPARISION
OUR STRATEGY THAT WE
ARE PROPOSING
6
Milk cartons collection and recycling strategy
that is SUCCESSFUL, FAST, LONG-LASTING.
previous collecting program
4 MONTHS = 3
HOUSES
Collecting ability : 5.5
million cartons of milk
/day
Aims
Collected: 1.5 million cartons of
milk (1.5 tons) after 4 months
1.5 tons * 25% (proportion of
recycled plastic)
= 0.375 tons of materials added
after 4 months
48 tons of material (1
house)/ ((0.375 tons)/4
months))
= 512 MONTHS = 1
HOUSE
5.5 tons * 25% = 1.375
tons of materials added
per day
7. Wastes due to not being able to classify and recycle the amount of cartons
consumed on the market.
26 cubic metres
of water
4000kw power
318 liters of oil
17 green trees
2.2 - 2.9 billion
USD/year
MONEY
| 7
EVERY ONE TON OF MILK CARTONS WASTES:
8. WEAKNESSS
SOLUTION:
Based on the technique of using the SWOT model,
solve practical limitations and difficulties as well as maximize the strengths of the market
STRENGTH
Vinamilk demonstrates strong
determination, reliability, and
extensive reach.
"Brand for the community“
+ To be discovered in the next slides
- Changing people's habit
of not sorting waste
- Waste sorting levels are still very low
- The carton collection program is also not
sustainable.
- CARTON COLLECTING POINTs are not close enough
- there are already
programs implemented
THREATS
OPPORTUNITIES
9. BRAINSTORMING
IN ADDITION TO RESEARCHING AND LEARNING THE GRAB MODEL, we discovered more SOCIAL STRENGTHS in
Vietnam and found it necessary to use this strength to the maximum, which is QUANTITY.
What has successfully
changed people's
habits?
What have they based
on?
- Technology motorbikes:
600,000 units, will reach
700,000 units when SM
participates
- Provide discount codes
to customers
- Give points to drivers
• Technology
• Promotion
10. How can Vinamilk meet its goals?
If it becomes a habit, there will be
20 passengers carrying milk
cartons per motorbike
#1 – Start-up
Cooperating with technology
motorbike booking company
Project’s target:
700,000 motorbikes * 50 milk cartons/day (equivalent to 10 passengers, each passenger
brings 5 milk cartons to handover to the driver).
= 3.5 million milk cartons/day obtained = 63% of the milk cartons sold each day by
Vinamilk.
“Strategic location meeting”
• When the collecting points are movable, the children will be happy to participate in the
project
• Children can redeem reward points for Vinamilk ice-creams in stores, supermarkets.
• 5 milk cartons = 1 point = 1000 VND
• 5 points = 1 ice-cream = 1 Vinamilk appropriate product
Our GOAL
• 50 passengers/people * 5 milk cartons
• <=> 250 milk cartons * 700,000 people = 17.5 million
milk cartons/day
#2 – Habit increase
If it becomes a social culture
#3 – Social culture
1 2 ECO: Implementation – “Act local – Think global”
11. Great story – New success!
Nordic heritage
Closer to nature
• Everyone likes gifts
• Happy communications
Fun and joy
• It’s fun
• It’s easy to do
Inner Strength
Sustainable living
• Net zero
• Applying science
and technology
Thus, the cost to run this program is suitable compared
to the profits earned by Vinamilk.
| 11
COMMUNITY ENVIRONMENT & ENERGY Recommendation ECONOMIC
GROWTH
RESPONSIBILITY
Vinamilk expenses:
+ Award points to passengers:
10 customers/passengers (5 milk cartons) * 700,000 drivers *
1000VND = 7 million VND/day
=> 7 million VND * 365 days = 2.5 billion VND/year
+ Award points to drivers:
700,000 drivers * 1000 VND/customer = 7 million VND/day.
=> 7 million VND * 365 days = 2.5 billion VND/year
Vinamilk's profit after tax in 2023: 8.6 trillion VND
“The man we all chased after back then”
12. Our strategies will promote sustainable consumption habits among the
public
Strategy
summary
How can Vinamilk effectively promote sustainable consumption habits among consumers while ensuring economic
growth?
Objectives Questions
COLLABORATE with
retailers
Educate and raise
AWARENESS
EVALUATE product
packaging
Create DIGITAL platform
Vinamilk sales and marketing practices, as well as consumer habits of over-purchasing and overconsumption,
contribute to food waste while the company aims for economic growth
Issue:
Questio
n:
Strategies
1
2
3
4
How can Vinamilk effectively communicate the
environmental impact to consumers?
How can Vinamilk incentivize retailers to
promote sustainability?
How can Vinamilk change to reduce waste in
packaging?
How can Vinamilk design effective digital platforms
for sustainable habits?
CONSUMER EDUCATION AND
ENGAGEMENT
Education and Awareness: Implement
campaigns to educate customers
Digital Engagement: Create digital
platform to engage with customers
COLLABORATION AND PRODUCT
OPTIMIZATION
Retailer Collaboration: Collaborate with
retailers to promote sustainable consumption
practice anywhere
Product Packaging Optimization: Evaluate and
optimize packaging to provide clear information
1
13. ∣ 13
Insight: People demand customized solutions and interaction
with what they eat – and they are willing to pay for it!
Deloitte – ”Consumer Product Trends”; PwC – Total
retail Global report
People want customized solutions... ... and they want control over the process
Want to co-create with companies
Increase in average sales after effectively
communicating sustainability efforts
Would change consumption habit to reduce
environmental impact
73%
68%
40%
20%
Incorporating sustainability into their business strategies is
important for their brand image
2 out of 3 millenials reports being happy with a brand
after having interacted with it on social media
Level of control over design process
Consumer
engagement
14. Introducing: VinaMilk product new packaging
New product line
details
10
PKG packaging; See appendix 37 and 38 for additional case
• Environmentally friendly packaging
• Partner with Plant Bottles, Enso Bottles, MH
Plastics
• Millenials willing to pay 30% more
for sustainable packaging
Biodegradable
packaging
The rebranded packaging alongside the new product launch will reconnect millennials to Vinamilk by building relevance by meeting preferences
• Clear bottle design that features text that is the
same colour to the liquid appears after drinking
• Message: calories, ingredients, nutritional
information,
animal welfare, motivational impact
• 92% want in-depth information on packaging
Transparent ingredient design that’s ‘ready to
go’
• Educate consumers about the company's
commitment to sustainability, encouraging
them to make more environmentally friendly
choices
• Enhance its brand reputation as a socially
responsible and environmentally conscious
company.
Positive
phrase
ECO-
FRIENDLY
PACKAGING
FOR A
GREENER
PLANET.
REDUCE,
REUSE,
RECYCLE:
TOGETHE
R, WE CAN
MAKE A
DIFFEREN
CE.
HAPPY
COWS MADE
THIS MILK
THROUGH
WELFARE
WORKSHOPS
RECYCLE
ME! OUR
PACKAGIN
G IS 100%
RECYCLABL
E.
15. Consumer Education and Engagement
15
Campaign Channels Target Audience Activies Investment
Social Media General consumers (all demographics) Share educational content (videos, infographics, articles) about
sustainable consumption habits. Launch social media challenges
encouraging consumers to share their sustainable habits. Host live
Q&A sessions with experts on sustainability topics.
Followers of Vinamilk's social media accounts
Website and Blog General consumers (all demographics) Create a dedicated section on Vinamilk's website with articles, blog
posts, and resources related to sustainability. Publish blog articles
discussing sustainable living tips, eco-friendly packaging, and other
relevant topics. Offer downloadable resources such as e-books or
guides on sustainable consumption.
Visitors to Vinamilk's website
Email Newsletter General consumers (all demographics) Send out regular newsletters featuring sustainability tips, facts, and
updates on Vinamilk's sustainability initiatives. Highlight featured blog
articles and resources related to sustainable consumption. Share
exclusive discounts or promotions on eco-friendly products.
Subscribers to Vinamilk's email newsletter
In-store Display General consumers (shoppers in physical stores) Collaborate with retailers to set up displays promoting sustainable
consumption habits. Create signage with educational messages about
sustainability and recycling. Offer interactive activities or
demonstrations related to sustainable living.
Customers at retailers carrying Vinamilk products
Workshop and
Events
General consumers (attendees at events) Organize workshops, webinars, and events to educate consumers
about sustainable consumption habits. Host guest speakers or panel
discussions on sustainability topics. Provide hands-on activities or DIY
workshops related to eco-friendly living.
Participants in workshops and webinars
Collaboration with
Influencers
General consumers (followers of influencers) Partner with environmental influencers and advocates to amplify
sustainability messaging. Collaborate on sponsored content
promoting sustainable consumption habits. Engage influencers to host
live streams or Q&A sessions discussing sustainability topics.
Fans of influencers advocating for sustainability
Low Medium High
16. ∣ 20
PURPOSE
Insight: Millennials want to support a good
cause, and receive more information on the
products they consume
I must agree with the
ethics of a company
o 50 % of millennials will abandon
brands they perceive to have ethics
they do not agree with
I will buy a product related
to a cause
I am aware of my
consumption habits
o When equal in price and quality, 90 %
of millennials will buy a product
associated with a cause
o Increased access to information
means increased awareness: Food
should be natural
Note: Deloitte Millennial Survey 2017; Marketing to
Millenials, The Economist 2018
Key takeaway: Millennials want purpose, causes they can relate to, and more information on food origin
17. ∣ 21
EXECUTIVE PREMIUM PERSONAL PURPOSE IMPACT
Vinamilk can therefore build trust with millennials by increasing
foreign aid and allow customers to follow the cow from farm to table
Zero Hunger Sustainable Consumption
Social Impact SoMe Campaign:
Lead the Whey
Donate surplus Whey from cheese
production to impoverished areas
Possible to trace origin of milk
with new blockchain technology
1. Where did the milk come from?
2. Is it a farm in the province where I live?
3. Did the cow have any diseases?
Leverage existing partnership
Answers
questions
like:
