Vinamilk vs Th True Milk: the Conversation Battle

1886 Words Mar 22nd, 2013 8 Pages
VINAMILK VS TH TRUE MILK: a controversial battle
Since 2000s, advertising industry in Vietnam has increased dramatically as Vietnamnet stated that “The number of Vietnam’s advertising firms had grown from around 1,000 in 2002 to nearly 7,000 now. Their total revenue was estimated at $900 million last year” (2011). As a result, advertising meets the need of companies making general public be aware of their product and satisfies the audience who is driving in consumerism. Advertising campaigns can foster the image of the brand or destroy the reputation of the company and the advertising agency involved immediately. On the one hand, an influential advertising campaign can maintain brand equity, brand image and brand awareness for a long time,
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This is young parent who are from 20 to 34. This group is dominant age group on the population pyramid in 2010 (Nguyen Van Tuan, 2011). Furthermore, this strategy attacks psychology consumers who seek for clean product with clear origin.
“Rising high Vietnam” launched at the beginning of 2011 as a respond to TH true milk campaign is a consumer-oriented in the sub-category of brand-image.

Figure 2: TVC Vinamilk 2011 reproduced from youtube posted by duyonline
This is TVC demonstrates brand image because it creates a personality for the brand. Cows, representation of source of fresh milk, are both humanized. They can walk, talk, think and sing. The image expressed the brand is the cow leader who is the tallest and strongest thanks to consuming 3 glass of vinamilk everyday. The TVC deliver message that Vinamilk help Vietnamese children get a better physical condition. This is an influential strategy when remind consumer of Vietnamese physical condition which is not as well as people from developed countries. In term of execution, the TVC is shown with funny and lovely animated cow which is interesting to children.
Third, in term of print ad, each of brand’s strategy doesn’t change. Figure 3: reproduce from Figure 4: Print ad 1213, reproduced from Th true milk On one hand, these two print ads use blue, green and white color as dominant
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