Report 1
Report 1
4.1. Target consumers’ current knowledge about the current product and brand ……………………….3
4.2. Target consumers’ current knowledge about the new product extension ………………………….3
4.3. Target consumers’ involvement with the product and the brand …………………………………… 4
4.4. Target consumers’ current attitudes towards the product category ...………………………………4
4.5. Target consumers’ current attitudes towards your brand and product …………………………….5
1. Review of product category and industry
The industry of milk alternatives, also known as non-dairy milk, involves establishments that
manufacture substitutes for milk such as soy milk, almond milk, and rice milk. This is also our product
category.
The rising preference for vegan food by customers is driving the non-dairy milk industry (1). For
ethical reasons, many Gen Zers are dismissing animal products in the name of veganism and a
plant-based lifestyle (2). Vegan milk is cholesterol - free, rich in vitamin D and proteins, and provides
more calcium than animal milk. All plant-based milks are favoured by customers who are lactose
intolerant or allergic to milk proteins (3). Since full-fat dairy products contribute to obesity, non-dairy
products can take advantage of this circumstance (1). As customers have become more concerned
with environmental effects, the global demand for dairy substitutes is projected to hit $16.3 billion in
2018 (4). Furthermore, 66% of worldwide customers and 73% of millennials say they are willing to pay
more for sustainable products (plant based products release less CO2 emission and water usage in
comparison with dairy products) (5).
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2.3. What messages the brand has been communicating to its target customers
Vision: “To become a world grade brand in the food and beverage industry, where people put all their
trust in nutrient and health products”.
Mission: “To deliver valuable nutrition to the community with our respect, love and responsibility”.
Vinamilk in the mind of every Vietnamese is not only a company but also the hope of the country that
provides the bright future of the next generation (14). It cares about the product, the people and the
planet related to the development of the country and the brand. In fact, Vinamilk has organized so
many activities to support and build value for the society such as providing nutritious milk to support
physical and mental development in the “Stand Tall Vietnam” Milk Fund, providing scholarships in
“Vinamilk-Nurturing Vietnamese Young Talent'' Scholarship Fund (14,15). This sense of responsibility
for the community enhances trust of Vietnamese towards Vinamilk, believing it is giving opportunities
to change life and turn the poor’s dream into reality among the disadvantaged localities.
Benefit sought: nutritious, good Lifestyle: busy, care about Status: Vietnam
for health and brain, convenient health of members in family, Married and
Occasions: recurring-personal care about the price have kids
User status: first-time users, Income: low -
ex-users, regular users, potential high income
users
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4. Consumer behaviour concept analysis
4.1. Target consumers’ current knowledge about the current product and brand
4.1.1. Target consumers’ current knowledge about Vinamilk
Vinamilk is known as the leading Vietnam milk producer with high brand awareness (16). Regarding
the product in 4Ps model, Vinamilk has a wide variety of dairy and non - dairy products that meet
customers’ requirements. Vinamilk has been chosen as the top of mind brand due to their reasonable
price of all products (17). Its raise-funded programmes and successful sustainable development
grants a strong competitive advantage in brand awareness (18). Vinamilk has formed its brand
reputation from the early age of Gen Z, which may positively contribute to the trust of users towards
the new product.
4.2. Target consumers’ current knowledge about the new product extension
Our group is doing research about oat milk - a type of plant-based milk derived from whole oat grains
by extracting the plant’s substance with the use of water (21). Recently, many people are considering
going for non-dairy products in general and oat milk in particular instead of the dairy category owing to
the rise in the awareness of health, ethical and environmental issues (22).
First of all, one of the most popular things people know about oat milk is that it is dairy-free and
vegan-friendly milk substitutes which is an accessible option for many people with dietary restrictions
or lactose intolerance (23). Secondly, the substantial proportion of many nutrients such as calcium,
protein or vitamins helping in strengthening muscles, bones or maintaining cardiovascular health, are
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also commonly recognised by most consumers (24). Moreover, some of the target consumers think
that oat milk is healthier and better for their body somehow but they do not have so much specific
knowledge to explain why as observations.
4.3. Target consumers’ involvement with the product and the brand
Involvement is a concept which indicates how relevant a brand or a product is to the consumers lives
(35). To know how strong this relationship is, it is necessary to consider two important sources of
involvement: intrinsic self-relevance and situational self-relevance (35).
4.3.1. Target customers’ involvement with Vinamilk
Brand involvement means the personal relevance shaped in a consumer’s perception toward a brand
(35). As shown in Kantar’s Brand Footprint 2020, Vinamilk was the most pick-up brand in Vietnam
since Vinamilk products are chosen and consumed by more than 80% of vietnamese households
(13). Consequently, it is concluded that consumers have had a high involvement with Vinamilk.
4.3.2. Target customers’ involvement with current products
Product involvement is defined as the degree of personal relevance a product has for a consumer
(35). Considering soy milk and rice milk, based on the two hierarchy maps (Model 2, 3 in the
Appendix), soy milk and rice milk are believed to generate noticeable values. Hence, consumers are
highly involved with these products. This conclusion is obtained from observations towards a small
sample of target customers.
What has been discussed above reflects the intrinsic self-relevance which is determined by the
means-end knowledge that is available in consumers' memory (35). Conversely, situational
self-relevance is derived from randomly or immediately external factors of the environment. These
factors will trigger the involvement of occasional purchasers (35). Certain factors affecting consumers’
self-relevance for the plant milk products of Vinamilk can be easily recognized from observation,
including free samples, promotion or eye-catching and appealing Vinamilk non-dairy product displays.
The most common sense when mentioning plant milk is thinking about health issues. Consumers are
more concerned about their health, increasingly seeking for products that will improve their well-being
(27). This partly indicates that the consumers have positive attitudes towards the plant - based
products category. Nevertheless, feeling expensive is the most common attitude toward plant milk
products. While there were some individuals who said that alternatives to plant-based milk are not too
costly, 232 respondents (69,9%) noted that plant-based milk should be cheaper (28). A majority of
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respondents (58,1%) wish to see more unsweetened versions of plant-based products. Many want to
consume fewer artificial substances (53.9%) and food additives (48.2%) (28). These factors from the
research reveal that this product category needs to change in production for more positive attitudes
among consumers.
4.5. Target consumers’ current attitudes towards your brand and product
5
- In terms of roasted rice milk, a study demonstrated that it was said to be the least delicious
and a vast majority of respondents were not satisfied with its taste (28).
● With respect to the behavioral component,
- The trend of consuming soy milk has been forecasted to significantly increase in the coming
years over years (32). However, although soy milk was a significant drink in Vietnam, the
number of soy milk consumption was at a low level (33). The responses of our observees
were also opposite to the global trend and affirmed the Vietnamese trend because they
refused to recommend different Vinamilk soy milk products to others and had no intention to
continue consuming them.
- On the other hand, although the global rice milk market is estimated to significantly increase
in 2021 at the compound annual growth rate of above 15%, the responses were the same as
soy milk products (34). From observations, our target customers tended to have no
willingness to recommend to others or continue purchasing Vinamilk roasted rice milk.
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APPENDIX
Because of the fact that our target consumers’ current knowledge about plant - based products and
the new product extension may vary according to their needs for functional foods and the shortage of
numbers of research in this category, our observations below based on the knowledge that
consumers may easily get from the websites, their common sense about the current products.
4.1. Target consumers’ current knowledge about the current product and brand
4.1.1. Target consumers’ current knowledge about Vinamilk
4.1.2. Target consumers’ current knowledge about current products
Table 1
4.1.2.2. Bundles of benefits:
Bundles of Func- - Less sugar → Lose weight - Less sugar and fat
benefits/ tional - Calcium supplements → Provide medium sweet taste
consequence → Strengthen bones - No cholesterol
- Cholesterol free → Limit cardiovascular issues and
→ Lower blood pressure obesity
- Increasing fiber intake - Rich in nutritions
→ Help the digestive process → Healthy skin and physique
- Reduces the risk of cancer - Inositol
and potentially osteoporosis → Promote growth of healthy cells
- Soy-based diet and slows aging
→ Limit cardiovascular disease - Promote overall strength of immune
- Brain development (Omega-3 system assisting the body to resist
fatty acid) oxidative stress (which can cause
chronic diseases)
4.2. Target consumers’ current knowledge about the new product extension
Oat milk
Table 4
Oat milk
Bundles of benefits Functional ● Dairy free → Choice for lactose intolerant people
● High in vitamins → More energy, good health, skin, hair
& nail improvements
● High in fibre → Help digestion, strengthen immune
system and weight control
● Calcium supplements → Strengthen and form healthy
bones
● Cholesterol free → Boost cardiovascular system, lower
blood pressure
● Good and neutral taste → Reduce overweight
Bundles of satisfiers/ ● Achieve sustainable lifestyle → Improve personal brand; Help the
Values society
● Promote creation and ambition at work
→ Gain more respect from co-workers, feeling of accomplishment
→ Opportunities for recognition/ advancement
● Feeling pleasure, fulfillment
● Increase self-love and belonging
● Self-actualisation
Table 6
4.3. Target consumers’ involvement with the product and the brand
4.3.1. Target customers’ involvement with Vinamilk
Model 1
4.3.2. Target customers’ involvement with current products
Model 2
Model 3
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