VitaDairy's trump card for advancing further in the dairy industry

May 04, 2024 | 09:00
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VitaDairy has recently launched a digital transformation project called V-UP to expand the company's market share in the dairy industry.

As a part of its long-term development strategy, this project is expected to bring a significant transformation to this immunonutrition giant.

Business acceleration and ambition for market share growth

Over the past five years, VitaDairy has achieved rapid growth and is often seen as a "case study" by competitors in the industry.

With the business landscape showing positive signs of recovery, the competition among big players is becoming more intense, and VitaDairy is no longer satisfied with its pioneering position in the market. The company has invested heavily in a partnership with KPMG and SAP to launch V-UP.

VitaDairy's trump card for advancing further in the dairy industry

Digital transformation has become inevitable for businesses globally. It requires strong ambition and determination from businesses to transform and prime themselves for greater growth. Therefore, VitaDairy's partnership with the world's leading names in ERP is a big strategic move that will help the company optimise resources, improve business efficiency and business development, and achieve its long-term strategy and vision.

The extent of VitaDairy's ambition to increase its market share is currently unknown, but the brand's growth over five years has been remarkable. An unofficial report suggests that its revenue has increased 20 times thanks to its ability to address the complex challenges of market demands. Among these challenges, immunonutrition has been the most prominent, followed by specialised nutrition and liquid milk.

The latest ranking by Vietnam Report reveals that VitaDairy is the only food and beverage company to make it on to the top 10 list of the fastest-growing companies in 2024, alongside financial and industrial giants.

Time for VitaDairy’s transformation

Established in 2005 and specialising in the nutrition segment, VitaDairy has had to face severe market changes. The founders, who were accustomed to providing medical and health restoration treatments for patients, were not experienced in developing a business. However, in 2018, after undergoing a significant overhaul and thanks to the contribution of the younger generation, VitaDairy underwent a remarkable transformation.

VitaDairy's trump card for advancing further in the dairy industry

Following the overhaul, VitaDairy leaders have redefined their missions and shifted their core business to the immunonutrition segment to better address consumers’ needs. This move has allowed VitaDairy to offer a complete menu of dairy products that cater to the Vietnamese market.

Thanks to the new strategic focus, despite being a relatively new player in the dairy industry, VitaDairy has emerged as one of the leaders in the field. Over the past five years, the company has invested hundreds of millions of dollars to exclusively acquire the ColosIgG24h colostrum ingredient from a prominent American corporation for its product development in Vietnam.

VitaDairy consistently conducts marketing and product launches, sales promotions, and after-sales campaigns across all channels. Its new product launches are strategically developed with a consumer-centric approach, which has gained popularity and generated significant discussions on social media platforms. The company's new products constantly occupy prime shelf space at major supermarkets and retail stores.

VitaDairy has been expanding its manufacturing ecosystem, which includes nutrition formula and liquid milk factories, as well as warehouses, in both the northern and southern regions. Additionally, the VitaDairy Tasmania dairy farms in Australia have grown significantly and now employ thousands of workers. With its current manufacturing capacity and skilled workforce, VitasDairy is well-positioned for further growth opportunities.

VitaDairy has a clear ambition to establish a global presence in the immunonutrition market. It is evident that this business has made a positive contribution to the nutritional formula market, the dairy industry, and the Vietnamese economy. VitaDairy's boldness and determination to keep up with global trends along with similar efforts of other local enterprises are a positive sign for the Vietnamese economy.

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By Vy Bui

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