ANTD.VN - According to Vinamilk's announcement, in 2024, this company launched and re-launched 125 products. Thus, on average every 2 working days, this "giant" has a new product or new packaging reaching consumers.
More than a year after announcing its new brand identity, Vinamilk is still the focus of analysis on the effectiveness of brand renewal as well as the spirit of innovation and creativity of businesses with a long history. After heated debates about aesthetics and application, the most important thing now is what steps Vinamilk has taken to make the repositioning strategy truly impact business operations.
Average 2 business days for a new product or new packaging
The change that is easily seen is the introduction of new products or re-launches of products with new packaging and improved quality. According to the company's announcement, in 2024 alone, 125 products were launched or re-launched on the market. That means, on average, every 2 working days, Vinamilk has a new product or new packaging reaching consumers.
Applying a multi-color palette along with advanced packaging technologies with youthful and modern designs such as Prisma and Tetra Top, the “new look” of Vinamilk products is not only bright and outstanding on the shelves but also designed with a more modern and intuitive language. The brand image thereby “increases points” significantly in the hearts of consumers.
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| Vinamilk's new products wear colorful "new coats" with advanced packaging technology and youthful, modern designs such as Prisma and Tetra Top. |
According to a survey conducted by Ipsos, the world’s third largest market research company headquartered in France, 73% of consumers commented that Vinamilk’s brand is innovative and creative, while 58% appreciated the brand’s premium quality. Both of these important indicators increased significantly compared to the pre-repositioning period.
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| Consumers' assessment of Vinamilk's new brand image. Source: Periodic brand health measurement survey conducted by Ipsos for Vinamilk. |
Along with the packaging changes, Vinamilk's product research and development team has clearly worked tirelessly to "launch" 24 completely new products, meeting the increasingly "personalized" needs of consumers. Typically, Vinamilk's high-protein 7-grain milk uses protein from peas to target customers who need to supplement protein for high-intensity physical activities but are afraid of soy or are lactose intolerant.
Or Vinamilk yogurt - the industry holding the number 1 position with a market share 4 times higher than its closest competitor - also added a series of products with new flavors, completing the "collection" of 17 unique flavors. Thanks to that, the product can satisfy consumers of various ages and tastes.
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| Vinamilk high-protein 7-grain milk is a pioneering product line, contributing to helping Vinamilk's grain milk industry nearly double in growth compared to the same period. |
These efforts have impacted Vinamilk's business operations, with growth in some key sectors surpassing the overall market picture. Strong product lines such as liquid milk, condensed milk, yogurt, drinking yogurt, etc. are still "kings" that are difficult to usurp. This achievement has helped Vinamilk maintain its position in the Top 3 most purchased manufacturers in the FMCG industry and has been the most purchased brand in the milk and dairy products industry for 12 consecutive years.
"Introducing" a series of new products applying "unprecedented" technology
Not only is Vinamilk impressive in terms of the number of new products and packaging, but it has also made breakthroughs in product research and development. Last year, the domestic dairy industry witnessed innovations that first appeared in Vietnam, improving the properties and flavors of products without changing the composition of milk.
This is the first time the double vacuum technology has been applied to Vinamilk Green Farm premium fresh milk. The technology helps eliminate up to 50% of free oxygen radicals - the factor that silently promotes the growth of bacteria and oxidation in fresh milk, creating a unique "fresh lock" milk flavor (retaining the original freshness) on the market.
The natural, fatty, slightly floral flavor and sweet aftertaste of this original fresh milk have conquered almost everyone who has ever enjoyed it. According to a survey by FFL - a market research company specializing in conducting quantitative surveys for large consumer companies in Vietnam , among those who are using Green Farm, up to 96% choose to use this fresh milk brand most often.
Green Farm also made a strong impression on the world's top chefs and sensory experts, bringing home many leading awards in the food and beverage (F&B) industry such as: "Safe and Pure - Clean Label" certification from Clean Label Project (USA), "Superior Taste Award" 2024 from International Taste Institute and "Gold Quality Award" 2023 from Monde Selection.
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| Not only conquering domestic consumers, Vinamilk Green Farm also impressed the top 1 chefs and sensory experts in the world. |
Taking a step forward in upgrading the quality and flavor of milk, Vinamilk has just announced the application of ultra-microfiltration technology from Sweden. With physical filters with mesh sizes at the molecular level, this technology allows manufacturers to precisely adjust the ratio of the main components of milk to meet the different needs of each customer group. The first product to apply this technology is Green Farm high-protein low-fat milk, providing a complete 4-in-1 nutritional package: high-protein - rich in calcium - low-fat and lactose-free. This is the first high-protein milk line in Vietnam to be produced entirely from fresh milk, without the need for whey protein supplementation.
Most recently, the company has also officially relaunched the Optimum milk brand - an important piece in Vinamilk's repositioning strategy. With a formula containing 6 HMOs (Human Milk Oligosaccharides), Vinamilk Optimum is the infant formula brand with the highest HMO content on the market today - accounting for 58% (**) of the total amount of HMOs in breast milk, with all 3 HMO groups supporting both digestive health and resistance for babies.
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| Vinamilk Optimum is the first formula milk line in Vietnam supplemented with up to 6 HMOs found in breast milk. |
Not only that, Optimum Gold is also the first milk brand in Asia to receive two rigorous international awards from the US: “Purity Award” and “First 1000 Day Promise”. These awards demonstrate the company’s highest commitment to the purity, safety and transparency of Vietnamese milk products.
Maximize “touch points” with consumers
Another aspect that demonstrates the traditional brand’s commitment to “changing for you” is its approach to consumers. Marketing Executive Director Nguyen Quang Tri said that the company is promoting a multi-touchpoint strategy throughout the journey of interaction between the brand and consumers.
This is not difficult to imagine when consumers can easily "catch" Vinamilk anywhere: large outdoor billboards, cheerleading activities right in the lobby of apartment buildings, large and small events from cities to the countryside, TV commercials or in livestream programs of an influencer (KOL, KOC)... Along with that, communication campaigns are constantly on top of social networks, contributing to increasing users' love for the brand as well as promoting consumption.
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| Communication campaign "Vinamilk 100% fresh milk - Squeezed every day" |
According to Vietcombank Securities (VCBS), Vinamilk is still the leading unit in the dairy market in Vietnam with an overwhelming market share of about 40%. According to Vietnam Report, Vinamilk is ranked No. 1 in the top 10 prestigious dairy companies in 2024.
(**) Soyyılmaz B, Mikš MH, Röhrig CH, Matwiejuk M, et al. (2021); Milk Mean Values: Assessment of Human Milk Oligosaccharide Concentrations Throughout Lactation.
Source: https://www.anninhthudo.vn/cu-2-ngay-tung-1-san-pham-moi-hoac-bao-bi-moi-vinamilk-tien-phong-dua-chuan-the-gioi-ve-viet-nam-post599661.antd
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