Vinamilk: Fruit juice for kids in Vietnam

• Main Authors: DIMIAN, Adel Fawzi, Sproule, Kevin
• Format: text
• Language: English
• Published: Institutional Knowledge at Singapore Management University 2012
• Subjects: marketing; new product launch; Vietnam; RTD beverage; Asian Studies; Marketing; Strategic Management Policy
• Online Access: https://ink.library.smu.edu.sg/cases_coll_all/11; https://cmp.smu.edu.sg/case/3341
• Institution: Singapore Management University

The case starts as brand manager Mr Nguyen Trong Tan, sets out to launch a new line of fruit juice for children in Vietnam. Vinamilk, the largest diary company in Vietnam, had identified this as a potential market and was interested in launching the new line under their minor fruit juice product lin...