FPT UNIVERSITY - MULTIMEDIA COMMUNICATION
INDIVIDUAL ASSIGNMENT
CUSTOMER SEGMENTATION AND CUSTOMER ANALYSIS
OF TH TRUE MILK
SEMESTER: SPRING 2025
Subject name and code Content Strategy for Professionals (CSP201m)
Instructor Phạm Vũ Trâm Anh
Class MC1704
Student Name Trần Mai Phương
Student ID SS181122
I. Brand Overview
TH true MILK, officially known as TH Joint Stock Company, is a subsidiary of the TH
Group, established in 2009 in Nghệ An, Vietnam. It is a 100% Vietnamese dairy brand
specializing in the production and supply of milk and dairy products.
Though it has only been on the market for a little over ten years—much less time than more
established brands like Vinamilk and Mộc Châu—TH true MILK has proven to be the best in
Vietnam's dairy sector. The enterprise was able to process more than one million liters of
milk per day as of early 2024. TH true MILK has about 45% of Vietnam's fresh milk market
share by 2024, following more than ten years of development.(Sài Gòn Giải Phóng, 2024).
To reach its varied customer base, TH true MILK has a comprehensive marketing strategy
that makes use of digital engagement, brand positioning, and sustainability-focused
promotions. In line with the rising demand for safe and healthful dairy products, the company
places a strong emphasis on premium quality, natural and organic ingredients, and sustainable
production methods.
II. Customer Segmentation
1. TH true MILK uses a robust market segmentation strategy that focuses on the key
consumer categories defined by demographics, geographic region, psychographics,
and behavioral patterns.
Demographic Segmentation
- Age groups: TH true MILK tend to catering to different age groups:
- Infants (0-4 years old): Require high nutritional intake, including DHA for
brain development, but have immature digestive systems, making them reliant
on specialized dairy products.
- Children (4-14 years old): Need fortified milk to support growth and immune
health.
- Teenagers & Young Adults (15-30 years old): Prefer nutritious dairy options
for active lifestyles. Their purchasing decisions are influenced by product
quality and price.
- Adults & Seniors (31-60+ years old): Demand dairy products that support
bone health, digestion, and overall wellness, including lactose-free and
organic options.
- Gender: Both male and female
- Occupation: Students, office workers, professionals, homemakers and retirees
- Life-cycle stage: TH true MILK serves a broad spectrum, from children and
teenagers to young adults, middle-aged consumers, and elderly individuals, catering
to both families and individuals.
Geographic Segmentation
- Region: Primarily Vietnam, expanding in international markets
- Density: Focus on urban and suburban areas, while gradually increasing presence in
rural regions.
Psychographic Segmentation
- Social class: Middle-class and upper-middle-class consumers
- Lifestyle:
- Health-conscious consumers: Focused on nutrition, fitness, and clean eating.
- Sustainability-focused consumers: Prefer environmentally friendly products
and transparent production processes.
- Safety-conscious consumers: Concerned about dairy product quality, looking
for trusted brands.
- Brand-conscious consumers: Prefer premium products associated with
health, success, and quality of life.
Behavioral Segmentation
- Benefits sought: Good nutrition, safe consumption, and product premium experience.
organic and natural ingredients, sustainability.
- Degree of loyalty: Strong brand trust and loyalty identified among families
concerned about health with products from these businesses and frequent repeat
purchases by organic dairy product trend followers.
2. Target Audience (TA):
Children Health-Conscious Consumers Middle age women
Demographic - Age: 4-14 years old - Age: 25-50 years old - Age: 35-55 years old
- Gender: male and - Gender: male and - Gender: female.
female. female. - Married women who
- School-age children, - Professionals, fitness are homemakers,
from elementary to enthusiasts, individuals working women, and
middle school. with dietary concerns. mothers.
- Medium to high - Medium to high
incomes. incomes.
Psychographic Prefer flavored and fortified Sugar and calorie conscious, Place a high need on dairy
milk, Need to gain the while focusing on organic, product safety, nutritional
necessary nutrition for brain lactose-free and sustainable value, and overall wellness
development and growing dairy options for a balanced and quality for themselves
body. diet. and family members.
Behavioral Regular consumers of milk Actively check ingredientsof Potentially brand-loyal and
and yogurt. They respond low fat, organic, and probiotic regular buyers of popular and
well to novelty in items that containing dairy products as highly rated dairy products.
have child friendly elements preferred.
(cartoon characters, stories
packaging tales, etc.)
Key Products Flavored milk (chocolate, - TH True Yogurt (low-fat, no - TH true MILK
strawberry) sugar) (family-sized, above 1 liter)
- Ice cream - Plant-based milk - Soft drinks (fruit tea, fruit
- TH true CHOCOMALT - Functional dairy products juice, roasted rice water)
MISTORI (barley milk (protein-rich, probiotic)
drink)
- Fruit-flavored milk
III. Buying Process (Cycle of purchasing behavior)
Three major consumer groupings make up TH true MILK's target market: middle-aged
women, health-conscious consumers, and children (with parents as buyers). Their purchasing
patterns differ between orbit and non-linear models, which affects how consumers proceed
through the purchasing process. This is consistent with the Buying Process Orbit model,
which acknowledges that buyers may return to earlier phases as a result of outside influences,
competing options, or changing demands. The model is based on Pulizzi & Brenner's Buying
Process Orbit (2014).
Stage Children Health-Conscious Consumers Married women
Awareness Children discover TH true Learn about TH true MILK via See the brand in
MILK through TV ads, health blogs, fitness family-oriented content, food
social media, school influencers, organic product blogs or supermarket displays.
programs or in-store endorsements, and supermarket
promotions and inform their branding.
parents.
Information Parents research nutritional Compare ingredient lists, Look for trusted brands with
Search benefits (DHA, calcium, fat/sugar content, and organic high-quality dairy options for
vitamins) and product certifications. their families.
safety.
RFI’s Pricing Parents evaluate pricing, Check pricing on premium Compare cost-effectiveness of
Vendor discounts, and bundle offers organic dairy, plant-based family-sized dairy packs and
in supermarkets or online alternatives, and functional household-friendly options.
stores. dairy products.
Purchase Choose fortified milk, Select low-fat, probiotic, or Buy large-volume TH true
Decision yogurt, or flavored dairy plant-based product for a MILK packs, premium dairy,
based on kids’ preferences balanced diet. and household dairy staples.
and nutritional value.
Competitive Consider Vinamilk, Nestlé, Compare TH true MILK with Weigh TH true MILK against
Alternatives or other fortified milk brands like Vinamilk, Mộc traditional dairy choices, big
brands with interest in Châu, or imported organic dairy brand like Vinamilk or Nestlé
creative packaging and and other imported plant-based and other bulk-buying
bonus product. product. options.
Short List Decide based on brand trust, Opt for TH true MILK’s Stick to TH true MILK for
quality, and the child’s taste functional dairy, lactose-free, or consistent quality, safe
preferences. premium organic options. ingredients, and family
convenience.
IV. Buyer Personas
1. Elementary student:
2. Health-Conscious Consumer:
3. Family-Focused Consumer:
V. Content Marketing Mission Statement
1. Elementary student
Mission Statement:
“From children’s storytelling, cartoon- themed packaging, and promotional gimmicks at our
company, one simple aim is ingrained in us: ‘Make nutrition magical— one sip at a time.’ ”
Key Focus:
- Highlighting fun and delicious flavors with cartoon-themed branding.
- Engaging kids through YouTube videos, TV ads, and school promotions.
- Encouraging parents to buy by showcasing health benefits in a playful way.
Suggested Content Marketing Strategies:
- Animated video ads featuring popular characters promoting milk.
- New limited edition flavors centered around cartoons and shows enjoyed by kids.
- School events with free sampling and fun activities.
- Promote via family-friendly and child-catering content creators on social media.
2. Health-Conscious Consumer
Mission Statement:
“We empower health-conscious professionals by promoting organic and sustainable choices.
Through expert-backed articles, influencer partnerships, and transparent product messaging,
we help people make informed decisions for a healthy and active lifestyle.”
Key Focus:
- Showcasing organic and lactose-free options as well as sugar free options.
- Eco-friendly premium option brand positioning.
- Providing time-saving nutrition tips for busy professionals.
Suggested Content Marketing Strategies:
- Instagram collaborations with fitness influencers.
- Blog articles on healthy eating and dairy benefits.
- Subscription-based loyalty programs for consistent healthy choices.
3. Health-Conscious Consumer
Mission Statement:
“Nourishing families, one sip at a time! We provide mothers with wholesome, high-quality
dairy products that bring comfort, health, and happiness to every meal. Remember, taking
care of your loved ones starts with the best nutrition.”
Key Focus:
- Promoting dairy products with strong nutritional benefits.
- Building trust through expert recommendations and certifications.
- Providing bulk-buying incentives and family-friendly packaging.
Suggested Content Marketing Strategies:
- TV commercials featuring nutritionists endorsing the product.
- In-store promotions with family-sized product bundles.
- Facebook groups for moms to share recipes and tips.
VI. References
1. Sài Gòn Giải Phóng. (2024, January 2). Đầu năm 2024, TH True Milk đã làm được 2
điều khó trong lịch sử ngành chăn nuôi và chế biến sữa thế giới. Retrieved February
11, 2025, from
https://www.sggp.org.vn/dau-nam-2024-th-true-milk-da-lam-duoc-2-dieu-kho-trong-li
ch-su-nganh-chan-nuoi-va-che-bien-sua-the-gioi-post726881.html
2. Thị Trường Biz. (n.d.). TH True Milk là gì? Và quá trình hình thành và phát triển của
TH True Milk. Retrieved February 11, 2025, from
https://thitruongbiz.vn/th-true-milk-la-gi-va-qua-trinh-hinh-thanh-va-phat-trien-cua-th
-true-milk-d1243.html
3. TH True Milk. (n.d.). Sản phẩm. TH True Milk. Retrieved February 11, 2025, from
https://www.thmilk.vn/san-pham/
