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Cuoc Chien CA Phe Hoa Tan o Viet Nam

Cuoc Chien CA Phe Hoa Tan o Viet Nam



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Published by api-3848121
Marketting Can Ban - Bai KiemTra so 2 Vietnamese
Marketting Can Ban - Bai KiemTra so 2 Vietnamese

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Published by: api-3848121 on Oct 18, 2008
Copyright:Attribution Non-commercial


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Ho\u00e0ng Thanh H\u01b0\u01a1ng ~ A09312 ~ B\u00e0i ki\u1ec3m tra s\u1ed1 2 ~ Marketing c\u0103n b\u1ea3n
CU\u1ed8C CHI\u1ebeN C\u00c0 PH\u00ca HO\u00c0 TAN \u1ede VI\u1ec6T NAM

Nh\u1eefng n\u0103m \u0111\u1ea7u c\u1ee7a th\u1eadp k\u1ef7 90, v\u1edbi nh\u1eefng chuy\u1ec3n bi\u1ebfn mang t\u00ednh c\u00e1ch m\u1ea1ng \u1edf Vi\u1ec7t Nam, theo k\u1ecbp b\u01b0\u1edbc ti\u1ebfn c\u1ee7a th\u1eddi \u0111\u1ea1i, Food Empire Holdings \u0111\u00e3 cho ra \u0111\u1eddi Mac Coffee, m\u1ed9t s\u1ea3n ph\u1ea9m \u0111\u1ea7y t\u00ednh s\u00e1ng t\u1ea1o \u0111\u00e3 g\u00f3p ph\u1ea7n thay \u0111\u1ed5i th\u00f3i quen u\u1ed1ng c\u00e0 ph\u00ea c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng. Mac Coffee l\u00e0 nh\u00e3n hi\u1ec7u c\u00e0 ph\u00ea 3 trong 1 \u0111\u1ea7u ti\u00ean t\u1ea1i Vi\u1ec7t Nam. Th\u1eddi \u1ea5y, Mac Coffee v\u1edbi bi\u1ec3u t\u01b0\u1ee3ng con \u00f3 (c\u0169) g\u00e2y \u1ea5n t\u01b0\u1ee3ng m\u1ea1nh \u0111\u1ed1i v\u1edbi ng\u01b0\u1eddi ti\u00eau d\u00f9ng Vi\u1ec7t nh\u01b0 l\u00e0 m\u1ed9t trong s\u1ed1 \u00edt nh\u1eefng s\u1ea3n ph\u1ea9m instant coffee 3 in 1 \u0111\u1ea7u ti\u00ean. Nh\u01b0ng th\u1eddi gian ho\u00e0ng kim c\u1ee7a Mac Coffee \u1edf Vi\u1ec7t Nam kh\u00f4ng l\u00e2u. Khi Mac Coffee b\u1eaft \u0111\u1ea7u suy tho\u00e1i th\u00ec c\u0169ng l\u00e0 l\u00fac Vinacaf\u00e9 v\u00e0 Nescaf\u00e9 l\u00ean ng\u00f4i.

N\u0103m 2003, \u0111\u1ed9t nhi\u00ean th\u1ecb tr\u01b0\u1eddng c\u00e0 ph\u00ea 3 trong 1 s\u00f4i \u0111\u1ed9ng h\u01a1n h\u1eb3n. Vinamilk nh\u1ea3y v\u00e0o cu\u1ed9c ch\u01a1i v\u1edbi True coffee v\u00e0 b\u1ecb ch\u1ebft ngay, d\u01b0\u1eddng nh\u01b0 ch\u1ea3 m\u1ea5y ai nh\u1edb \u0111\u1ebfn c\u00e1i t\u00ean n\u00e0y. Trung Nguy\u00ean b\u1eaft \u0111\u1ea7u c\u00e0 ph\u00ea h\u00f2a tan v\u1edbi nh\u00e3n hi\u1ec7u G7. R\u1ed3i Vinamilk tr\u1edf l\u1ea1i b\u1eb1ng c\u00e0 ph\u00ea Moment m\u00e0 \u0111\u1ebfn t\u1eadn b\u00e2y gi\u1edd b\u00e0i to\u00e1n v\u1ec1 bao b\u00ec v\u1eabn ch\u01b0a \u0111\u01b0\u1ee3c gi\u1ea3i m\u1ed9t c\u00e1ch ho\u00e0n thi\u1ec7n, c\u0169ng nh\u01b0 th\u00e0nh c\u00f4ng c\u1ee7a n\u00f3 c\u00f2n m\u1ed9t s\u1ed1 d\u1ea5u h\u1ecfi l\u1edbn \u1edf ph\u00eda tr\u01b0\u1edbc. Th\u00eam m\u1ed9t s\u1ed1 c\u00e1c nh\u00e0 s\u1ea3n xu\u1ea5t nh\u1ecf kh\u00e1c mu\u1ed1n tham gia. Cu\u1ed9c ch\u01a1i c\u1ee7a G7 b\u1eaft \u0111\u1ea7u.

Kh\u1edfi \u0111\u1ea7u cu\u1ed9c chi\u1ebfn l\u00e0 C\u00e0 ph\u00ea Trung Nguy\u00ean v\u1edbi th\u01b0\u01a1ng hi\u1ec7u m\u1edbi l\u00e0 c\u00e0 ph\u00ea ho\u00e0 tan G7, G7 \u0111\u01b0\u1ee3c nh\u1eafc \u0111\u1ebfn nh\u01b0 m\u1ed9t hi\u1ec7n t\u01b0\u1ee3ng c\u1ee7a \u201cTh\u01b0\u01a1ng Hi\u1ec7u Vi\u1ec7t\u201d t\u1ea1i Vi\u1ec7t Nam. C\u00f3 th\u1ec3 n\u00f3i, v\u1edbi m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u m\u1edbi, v\u1eeba th\u00e2m nh\u1eadp th\u1ecb tr\u01b0\u1eddng kh\u00f4ng l\u00e2u nh\u01b0 G7 (ch\u00ednh th\u1ee9c tham gia th\u1ecb tr\u01b0\u1eddng ng\u00e0y 23/11/2003), nh\u1eefng \u0111i\u1ec1u G7 l\u00e0m \u0111\u01b0\u1ee3c c\u00f3 th\u1ec3 \u0111\u01b0\u1ee3c g\u1ecdi l\u00e0 b\u01b0\u1edbc \u0111\u1ea7u th\u00e0nh c\u00f4ng.

Tr\u01b0\u1edbc khi G7 tham gia th\u1ecb tr\u01b0\u1eddng, dung l\u01b0\u1ee3ng th\u1ecb tr\u01b0\u1eddng n\u1ed9i \u0111\u1ecba c\u1ee7a m\u1eb7t h\u00e0ng c\u00e0 ph\u00ea ho\u00e0 tan v\u00e0o kho\u1ea3ng 130,75 t\u1ec9 \u0111\u1ed3ng/n\u0103m. K\u1ebft qu\u1ea3 \u0111i\u1ec1u tra th\u0103m d\u00f2 ng\u01b0\u1eddi ti\u00eau d\u00f9ng v\u1ec1 h\u00e0ng Vi\u1ec7t Nam ch\u1ea5t l\u01b0\u1ee3ng cao n\u0103m 2004 (do b\u00e1o S\u00e0i G\u00f2n Ti\u1ebfp Th\u1ecb ti\u1ebfn h\u00e0nh cu\u1ed1i n\u0103m 2003) cho th\u1ea5y l\u00fac \u1ea5y Nescaf\u00e9 d\u1eabn \u0111\u1ea7u th\u1ecb tr\u01b0\u1eddng v\u1edbi 55,95% th\u1ecb ph\u1ea7n, Vinacaf\u00e9 38,45% th\u1ecb ph\u1ea7n, c\u00f2n l\u1ea1i l\u00e0 c\u00e1c lo\u1ea1i c\u00e0 ph\u00ea ho\u00e0 tan nh\u1eadp kh\u1ea9u v\u00e0 t\u1eeb nh\u1eefng doanh nghi\u1ec7p kh\u00e1c.

\u0110\u00e3 c\u00f3 m\u1ed9t th\u1eddi gian b\u00e1o ch\u00ed n\u00f3i r\u1ea5t nhi\u1ec1u v\u1ec1 \u201ccu\u1ed9c chi\u1ebfn c\u00e0 ph\u00ea ho\u00e0 tan\u201d v\u00e0 m\u1ed9t c\u1eb7p \u0111\u1ed1i th\u1ee7 G7 \u2013 Nescafe sau khi G7 tham gia th\u1ecb tr\u01b0\u1eddng. T\u1ea1i sao l\u00e0 m\u1ed9t cu\u1ed9c chi\u1ebfn gi\u1eefa G7 v\u00e0 Nescafe? T\u1ea1i sao l\u00e0 Nescafe m\u00e0 kh\u00f4ng ph\u1ea3i l\u00e0 Vinacafe? Nguy\u00ean t\u1eafc c\u1ed1 h\u1eefu c\u1ee7a ti\u1ebfp th\u1ecb \u0111\u00f3 l\u00e0 lu\u00f4n c\u1ea7n m\u1ed9t \u0111\u1ed1i th\u1ee7 \u201ctruy\u1ec1n ki\u1ebfp\u201d: Coke c\u00f3 Pepsi, McDonald c\u00f3 Burger King, \u0111\u1ebfn nh\u01b0 \u00f4ng kh\u1ed5ng l\u1ed3 Microsoft c\u0169ng c\u00f3 Linux. V\u1eady G7 mu\u1ed1n g\u00e2y \u0111\u01b0\u1ee3c s\u1ef1 ch\u00fa \u00fd c\u1ea7n thi\u1ebft th\u00ec ph\u1ea3i nh\u1eafm v\u00e0o \u201c\u00f4ng to nh\u1ea5t\u201d m\u00e0 tuy\u00ean chi\u1ebfn. V\u00e0 Nescafe \u0111\u00e3 \u0111\u01b0\u1ee3c ch\u1ecdn.

Nescafe ra \u0111\u1eddi t\u1eeb n\u0103m 1930, thu\u1ed9c s\u1edf h\u1eefu c\u1ee7a Nestl\u00e9. Cho \u0111\u1ebfn nay, Nescafe \u0111\u00e3 tr\u1edf th\u00e0nh m\u1ed9t th\u1ee9c u\u1ed1ng \u0111a d\u1ea1ng tr\u00ean to\u00e0n th\u1ebf gi\u1edbi, v\u1edbi truy\u1ec1n th\u1ed1ng l\u00e2u \u0111\u1eddi, nguy\u00ean li\u1ec7u x\u1ecbn, ti\u1ebfp th\u1ecb b\u00e0i b\u1ea3n v\u00e0 thu\u1ed9c quy\u1ec1n qu\u1ea3n l\u00fd c\u1ee7a m\u1ed9t \u00f4ng kh\u1ed5ng l\u1ed3. V\u1eady m\u00e0 G7 kh\u00f4ng m\u1ed9t ch\u00fat s\u1ee3 s\u1ec7t t\u1ea5n c\u00f4ng th\u1eb3ng v\u00e0o \u0111\u1ecbch th\u1ee7.

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Ho\u00e0ng Thanh H\u01b0\u01a1ng ~ A09312 ~ B\u00e0i ki\u1ec3m tra s\u1ed1 2 ~ Marketing c\u0103n b\u1ea3n

M\u1ed9t t\u00e2m huy\u1ebft r\u1ea5t l\u1edbn c\u1ee7a \u00f4ng T\u1ed5ng gi\u00e1m \u0111\u1ed1c Caf\u00e9 Trung Nguy\u00ean - \u0110\u1eb7ng L\u00ea Nguy\u00ean V\u0169 \u0111\u00f3 l\u00e0 \u201ccu\u1ed9c chi\u1ebfn v\u00ec th\u01b0\u01a1ng hi\u1ec7u Vi\u1ec7t\u201d. V\u00e0 m\u1ed9t lo\u1ea1t c\u00e1c ho\u1ea1t \u0111\u1ed9ng ti\u1ebfp th\u1ecb cho G7 \u0111\u01b0\u1ee3c \u0111\u01b0a ra. \u0110\u1ea7u ti\u00ean l\u00e0 ch\u01b0\u01a1ng tr\u00ecnh x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u n\u00f4ng s\u1ea3n Vi\u1ec7t Nam. Trung Nguy\u00ean li\u00ean ti\u1ebfp gi\u1edbi thi\u1ec7u phim v\u00e0 qu\u1ea3ng c\u00e1o v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u v\u00e0 n\u00f4ng s\u1ea3n Vi\u1ec7t Nam, k\u00eau g\u1ecdi ng\u01b0\u1eddi ti\u00eau d\u00f9ng \u1ee7ng h\u1ed9 h\u00e0ng n\u00f4ng s\u1ea3n Vi\u1ec7t Nam, \u1ee7ng h\u1ed9 G7 b\u1eb1ng b\u1ee9c th\u01b0 ng\u1ecf m\u1edf \u0111\u1ea7u: "K\u00ednh th\u01b0a qu\u00fd \u0111\u1ed3ng b\u00e0o...". Sau \u0111\u00f3 \u0111\u1ebfn \u201cng\u00e0y h\u1ed9i c\u00e0 ph\u00ea h\u00f2a tan G7\u201d (23/11/ 2003) v\u1edbi \u201cblind test\u201d (th\u1eed m\u00f9i) 2 lo\u1ea1i c\u00e0 ph\u00ea G7 v\u00e0 Nescafe v\u1edbi 89% ng\u01b0\u1eddi tham gia ch\u1ecdn G7 (c\u00f3 h\u01a1n 35000 ng\u01b0\u1eddi \u0111\u00e3 tham gia ng\u00e0y h\u1ed9i n\u00e0y) v\u00e0 \u0111\u01b0\u1ee3c th\u1ef1c hi\u1ec7n t\u1ea1i ngay tr\u01b0\u1edbc Dinh Th\u1ed1ng Nh\u1ea5t ~ t\u1ed5ng h\u00e0nh dinh c\u1ee7a Nestl\u00e9. \u201c\u0110\u00e2y th\u1eadt s\u1ef1 l\u00e0 m\u1ed9t cu\u1ed9c chi\u1ebfn, nh\u01b0ng \u0111i\u1ec1u quan tr\u1ecdng h\u01a1n c\u1ee7a Trung Nguy\u00ean kh\u00f4ng ph\u1ea3i l\u00e0 k\u1ebft qu\u1ea3 cu\u1ed9c th\u1eed m\u00e0 l\u00e0 s\u1ef1 kh\u01a1i d\u1eady v\u1ec1 \u00fd ch\u00ed qu\u1eadt c\u01b0\u1eddng, v\u1ec1 l\u00f2ng t\u1ef1 h\u00e0o d\u00e2n t\u1ed9c khi ch\u1ecdn l\u1ef1a v\u00e0 ti\u00eau d\u00f9ng s\u1ea3n ph\u1ea9m th\u01b0\u01a1ng hi\u1ec7u\u201d - \u0111\u00e2y l\u00e0 nh\u1eefng l\u1eddi m\u00e0 r\u1ea5t nhi\u1ec1u b\u00e1o ch\u00ed \u0111\u00e3 \u0111\u01b0a sau \u0111\u1ee3t ra qu\u00e2n c\u1ee7a G7. Th\u1ecb ph\u1ea7n c\u1ee7a G7 n\u1edf ra r\u00f5 r\u1ec7t.

Th\u1ef1c t\u1ebf th\u1ecb tr\u01b0\u1eddng cho th\u1ea5y G7 b\u01b0\u1edbc \u0111\u1ea7u \u0111\u00e3 g\u1eb7t h\u00e1i \u0111\u01b0\u1ee3c th\u00e0nh c\u00f4ng. T\u1eeb th\u00e1ng 11/2003 \u0111\u1ebfn th\u00e1ng 1/2004, G7 \u0111\u00e3 chi\u1ebfm l\u0129nh 35% th\u1ecb ph\u1ea7n. Doanh s\u1ed1 c\u1ee7a th\u1ecb tr\u01b0\u1eddng n\u0103m 2004 l\u00ean \u0111\u1ebfn h\u01a1n 154 t\u1ec9 \u0111\u1ed3ng (theo th\u1ed1ng k\u00ea c\u1ee7a Trung Nguy\u00ean).

\u0110\u1ee3t ra qu\u00e2n c\u1ee7a G7 \u0111\u00e3 gi\u00e1ng m\u1ed9t \u0111\u00f2n \u0111au \u0111i\u1ebfng cho Nescafe nh\u01b0ng \u00f4ng l\u1edbn n\u00e0y \u0111\u1eddi n\u00e0o ch\u1ecbu \u0111\u1ec3 y\u00ean v\u00e0 nh\u01b0 th\u1ee9c t\u1ec9nh \u0111\u00e3 ph\u1ea3n c\u00f4ng b\u1eb1ng nh\u1eefng ch\u01b0\u01a1ng tr\u00ecnh khuy\u1ebfn m\u1ea1i, ti\u1ebfp th\u1ecb kh\u00e1 quy\u1ebft li\u1ec7t. \u0110\u00e1ng k\u1ec3 nh\u1ea5t l\u00e0 hai ch\u01b0\u01a1ng tr\u00ecnh: mua Nescaf\u00e9 tr\u00fang xe h\u01a1i Vitara, u\u1ed1ng Nescaf\u00e9 mi\u1ec5n ph\u00ed t\u1ea1i c\u00e1c ch\u1ee3 \u0111\u1ea7u m\u1ed1i, si\u00eau th\u1ecb v\u00e0 t\u1eb7ng t\u1eebng nh\u00e0. Vinacaf\u00e9 tr\u01b0\u1edbc \u0111\u00e2y \u00edt xu\u1ea5t hi\u1ec7n tr\u00ean truy\u1ec1n th\u00f4ng th\u00ec nay c\u0169ng li\u00ean t\u1ee5c qu\u1ea3ng c\u00e1o tr\u00ean truy\u1ec1n h\u00ecnh, treo b\u1ea3ng hi\u1ec7u t\u1ea1i c\u00e1c qu\u1ea7y h\u00e0ng, ch\u1ee3 v\u00e0 tr\u00ean \u0111\u01b0\u1eddng qu\u1ed1c l\u1ed9... d\u00f9 tuy\u00ean b\u1ed1 r\u1eb1ng cu\u1ed9c chi\u1ebfn G7 \u2013 Nescafe kh\u00f4ng h\u1ec1 \u1ea3nh h\u01b0\u1edfng g\u00ec \u0111\u1ebfn h\u1ecd.

S\u1ed1 li\u1ec7u \u0111i\u1ec1u tra h\u00e0ng Vi\u1ec7t Nam ch\u1ea5t l\u01b0\u1ee3ng cao n\u0103m 2005 (ti\u1ebfn h\u00e0nh cu\u1ed1i n\u0103m 2004) cho th\u1ea5y trong n\u0103m \u0111\u1ea7u ti\u00ean Trung Nguy\u00ean \u0111\u00e3 th\u1ef1c s\u1ef1 th\u00e0nh c\u00f4ng v\u1edbi G7. Chi\u1ebfc b\u00e1nh c\u1ee7a th\u1ecb tr\u01b0\u1eddng c\u00e0 ph\u00ea ho\u00e0 tan \u0111\u00e3 \u0111\u01b0\u1ee3c chia l\u1ea1i kh\u00e1 ngo\u1ea1n m\u1ee5c. Th\u1ecb ph\u1ea7n c\u1ee7a Nescaf\u00e9 ch\u1ec9 c\u00f2n 44,05%, Vinacaf\u00e9 c\u00f2n 28,95% v\u00e0 G7 \u0111\u00e3 chi\u1ebfm 21,8%, c\u00f2n l\u1ea1i l\u00e0 c\u00e1c h\u00e3ng cafe kh\u00e1c. C\u0169ng t\u1eeb s\u1ed1 li\u1ec7u \u0111i\u1ec1u tra H\u00e0ng Vi\u1ec7t Nam ch\u1ea5t l\u01b0\u1ee3ng

cao 2005 ghi nh\u1eadn s\u1ef1 gia t\u0103ng c\u1ee7a c\u00e1c h\u00e3ng \u1edf \u0111\u1ed9ng th\u00e1i ti\u1ebfp th\u1ecb. \u1ede m\u1eb7t h\u00e0ng c\u00e0 ph\u00ea

ho\u00e0 tan, t\u00e1c \u0111\u1ed9ng c\u1ee7a y\u1ebfu t\u1ed1 ti\u1ebfp th\u1ecb \u0111\u1ebfn s\u1ef1 l\u1ef1a ch\u1ecdn c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng khi mua s\u1ea3n ph\u1ea9m c\u1ee7a Nescaf\u00e9 n\u0103m 2003 ch\u1ec9 chi\u1ebfm c\u00f3 7,8% th\u00ec n\u0103m 2004 \u0111\u00e3 l\u00ean t\u1edbi 10,2%. Vinacaf\u00e9 c\u0169ng t\u0103ng t\u1eeb 5,1% l\u00ean 7,3 %. Tuy nhi\u00ean, v\u1edbi G7, t\u00e1c \u0111\u1ed9ng c\u1ee7a y\u1ebfu t\u1ed1 ti\u1ebfp th\u1ecb c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u n\u00e0y chi\u1ebfm t\u1edbi 14,8% so v\u1edbi c\u00e1c y\u1ebfu t\u1ed1 l\u1ef1a ch\u1ecdn kh\u00e1c c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng.

\u0110\u1ea7u th\u00e1ng 3/2005, Nescaf\u00e9 \u0111\u00e3 thay \u0111\u1ed5i th\u00f4ng \u0111i\u1ec7p quen thu\u1ed9c "kh\u1edfi \u0111\u1ea7u
ng\u00e0y m\u1edbi" b\u1eb1ng th\u00f4ng \u0111i\u1ec7p "100% c\u00e0 ph\u00ea Vi\u1ec7t Nam" c\u0169ng nh\u01b0 m\u1edf chi\u1ebfn d\u1ecbch

truy\u1ec1n th\u00f4ng v\u1edbi slogan "H\u01b0\u01a1ng v\u1ecb Vi\u1ec7t Nam h\u01a1n"; \u0111\u1ed3ng th\u1eddi \u0111\u01b0a ra ba lo\u1ea1i c\u00e0 ph\u00ea m\u1edbi. S\u1ef1 thay \u0111\u1ed5i n\u00e0y c\u1ee7a Nescaf\u00e9 cho th\u1ea5y d\u01b0\u1eddng nh\u01b0 c\u00e1c nh\u00e0 s\u1ea3n xu\u1ea5t c\u00e0 ph\u00ea ho\u00e0 tan c\u1ee7a Vi\u1ec7t Nam (Vinacaf\u00e9 v\u00e0 Trung Nguy\u00ean) \u0111\u00e3 \u00e1p \u0111\u1eb7t \u0111\u01b0\u1ee3c l\u1ed1i ch\u01a1i c\u1ee7a m\u00ecnh l\u00ean Nescaf\u00e9. D\u00f9 r\u1eb1ng, b\u00e0 \u0110\u00e0o Th\u1ecb Chung, gi\u00e1m \u0111\u1ed1c ngo\u1ea1i v\u1ee5 c\u1ee7a Nestl\u00e9 cho bi\u1ebft: "Kh\u00f4ng ph\u1ea3i ch\u1ec9 ri\u00eang Nescaf\u00e9 m\u00e0 c\u00e1c s\u1ea3n ph\u1ea9m kh\u00e1c c\u1ee7a t\u1eadp \u0111o\u00e0n \u0111\u1ec1u \u0111\u01b0\u1ee3c

Page 2 of 5
Ho\u00e0ng Thanh H\u01b0\u01a1ng ~ A09312 ~ B\u00e0i ki\u1ec3m tra s\u1ed1 2 ~ Marketing c\u0103n b\u1ea3n
nghi\u00ean c\u1ee9u v\u00e0 ch\u1ebf bi\u1ebfn th\u00edch h\u1ee3p v\u1edbi kh\u1ea9u v\u1ecb kh\u00e1c nhau c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng t\u1ea1i
t\u1eebng \u0111\u1ecba ph\u01b0\u01a1ng tr\u00ean to\u00e0n th\u1ebf gi\u1edbi". (ngu\u1ed3n t\u1eeb Vietnamnet).

S\u1ef1 thay \u0111\u1ed5i n\u00e0y c\u1ee7a Nescaf\u00e9 \u0111\u00e3 t\u1ea1o ra nh\u1eefng lo l\u1eafng nh\u1ea5t \u0111\u1ecbnh cho G7 trong giai \u0111o\u1ea1n c\u1ea1nh tranh t\u1edbi. M\u1eb7c d\u00f9 v\u1eabn gia t\u0103ng c\u00e1c ch\u01b0\u01a1ng tr\u00ecnh khuy\u1ebfn m\u00e3i, ti\u1ebfp th\u1ecb... nh\u01b0ng Vinacaf\u00e9 d\u01b0\u1eddng nh\u01b0 v\u1eabn ti\u1ebfp t\u1ee5c kh\u00f4ng h\u1ec1 lo l\u1eafng tr\u01b0\u1edbc cu\u1ed9c chi\u1ebfn c\u1ee7a G7 v\u00e0 Nescaf\u00e9.

Th\u1ecb tr\u01b0\u1eddng c\u00e0 ph\u00ea h\u00f2a tan Vi\u1ec7t Nam \u0111\u00e3 xu\u1ea5t hi\u1ec7n th\u00eam m\u1ed9t \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh m\u1edbi sau khi C\u00f4ng ty c\u1ed5 ph\u1ea7n S\u1eefa Vi\u1ec7t Nam (Vinamilk) c\u00f4ng b\u1ed1 ch\u00ednh th\u1ee9c ra m\u1eaft s\u1ea3n ph\u1ea9m c\u00e0 ph\u00ea mang th\u01b0\u01a1ng hi\u1ec7u Moment v\u00e0o \u0111\u1ea7u th\u00e1ng 12/2005 v\u1edbi l\u1eddi kh\u1eb3ng \u0111\u1ecbnh Moment l\u00e0 lo\u1ea1i c\u00e0 ph\u00ea nguy\u00ean ch\u1ea5t 100% v\u1edbi th\u00e0nh ph\u1ea7n l\u00e0 hai lo\u1ea1i c\u00e0 ph\u00ea Arabica v\u00e0 Robusta. Nh\u01b0ng \u0111\u1ebfn nay Moment v\u1eabn ch\u01b0a t\u1ea1o ra \u0111\u01b0\u1ee3c b\u01b0\u1edbc ngo\u1eb7t l\u1edbn c\u0169ng nh\u01b0 ch\u01b0a \u0111\u01b0\u1ee3c nhi\u1ec1u ng\u01b0\u1eddi ti\u00eau d\u00f9ng tin d\u00f9ng.

Theo k\u1ebft qu\u1ea3 kh\u1ea3o s\u00e1t c\u1ee7a m\u1ed9t c\u00f4ng ty nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng g\u1ea7n \u0111\u00e2y, VinaCafe l\u00e0 th\u01b0\u01a1ng hi\u1ec7u d\u1eabn \u0111\u1ea7u th\u1ecb tr\u01b0\u1eddng c\u00e0 ph\u00ea ho\u00e0 tan, chi\u1ebfm kho\u1ea3ng 45% th\u1ecb ph\u1ea7n, ti\u1ebfp theo l\u00e0 NesCafe v\u1edbi 38% v\u00e0 G7 kho\u1ea3ng h\u01a1n 10%... c\u00f2n l\u1ea1i l\u00e0 c\u00e1c nh\u00e3n h\u00e0ng kh\u00e1c (ngu\u1ed3n t\u1eeb vietnamnet.com). Kh\u00f4ng b\u1eb1ng l\u00f2ng v\u1edbi v\u1ecb tr\u00ed th\u1ee9 2, hi\u1ec7n Nestle \u0111\u00e3 l\u00ean m\u1ed9t k\u1ebf ho\u1ea1ch t\u1ec9 m\u1ec9 \u0111\u1ec3 ho\u00e1n \u0111\u1ed5i v\u1ecb tr\u00ed top 1 n\u00e0y tr\u00ean th\u1ecb tr\u01b0\u1eddng. Chi\u1ebfn d\u1ecbch n\u00e0y b\u1eaft \u0111\u1ea7u \u0111\u01b0\u1ee3c th\u1ef1c hi\u1ec7n v\u00e0o th\u00e1ng 3/2007 v\u1edbi t\u00ean g\u1ecdi \u201cPh\u01b0\u01a1ng ph\u00e1p ti\u1ebfp

c\u1eadn ng\u01b0\u1eddi ti\u00eau d\u00f9ng 360 \u0111\u1ed9\u201d, theo \u0111\u00f3 c\u00f4ng ty n\u00e0y s\u1ebd d\u00f9ng t\u1ea5t c\u1ea3 c\u00e1c ph\u01b0\u01a1ng ph\u00e1p

ti\u1ebfp c\u1eadn ng\u01b0\u1eddi ti\u00eau d\u00f9ng t\u1eeb tr\u00ean ph\u1ed1 \u0111\u1ebfn ch\u1ee3, si\u00eau th\u1ecb, nh\u00e0 \u1edf v\u00e0 tr\u00ean m\u1ea1ng... \u0111\u1ec3 \u0111\u01b0a s\u1ea3n ph\u1ea9m \u0111\u1ebfn t\u1eadn tay ng\u01b0\u1eddi ti\u00eau d\u00f9ng. Tr\u01b0\u1edbc khi th\u1ef1c hi\u1ec7n chi\u1ebfn d\u1ecbch n\u00e0y Nestle c\u0169ng \u0111\u00e3 kh\u1ea3o s\u00e1t kh\u1ea9u v\u1ecb, s\u1edf th\u00edch d\u00f9ng c\u00e0 ph\u00ea ho\u00e0 tan c\u1ee7a kh\u00e1ch h\u00e0ng v\u00e0 c\u1ea3i ti\u1ebfn s\u1ea3n ph\u1ea9m.

C\u00f2n VinaCafe m\u1eb7c d\u00f9 t\u1ecf ra t\u1ef1 tin v\u1edbi v\u1ecb tr\u00ed d\u1eabn \u0111\u1ea7u nh\u01b0ng v\u1eabn li\u00ean t\u1ee5c tung ra c\u00e1c ch\u01b0\u01a1ng tr\u00ecnh ti\u1ebfp th\u1ecb, khuy\u1ebfn m\u00e3i l\u1edbn \u0111\u1ec3 n\u00edu ch\u00e2n kh\u00e1ch h\u00e0ng nh\u01b0 c\u00e1c ch\u01b0\u01a1ng tr\u00ecnh H\u00e1i l\u1ed9c xu\u00e2n, c\u1ea3m \u01a1n kh\u00e1ch h\u00e0ng\u2026 \u00d4ng Ph\u1ea1m Quang V\u0169 (Ph\u00f3 Gi\u00e1m \u0111\u1ed1c C\u00f4ng ty Vinacaf\u00e9 Bi\u00ean H\u00f2a) ph\u00e1t bi\u1ec3u: \u201cKh\u00f4ng l\u00e0m theo c\u00e1ch ph\u00f4 tr\u01b0\u01a1ng,

r\u00f9m beng trong vi\u1ec7c qu\u1ea3ng b\u00e1 th\u01b0\u01a1ng hi\u1ec7u, ch\u00fang t\u00f4i \u0111i theo h\u01b0\u1edbng kh\u00e1c, \u0111\u00f3 l\u00e0 \u201cm\u01b0a d\u1ea7m th\u1ea5m s\u00e2u\u201d. Chinh ph\u1ee5c ng\u01b0\u1eddi ti\u00eau d\u00f9ng b\u1eb1ng ch\u1ea5t l\u01b0\u1ee3ng s\u1ea3n ph\u1ea9m v\u00e0 h\u01b0\u01a1ng v\u1ecb \u0111\u00edch th\u1ef1c c\u00e0 ph\u00ea.\u201d (ngu\u1ed3n t\u1eeb trang web c\u1ee7a Vinacafe)

Th\u1ecb ph\u1ea7n c\u1ee7a G7 so v\u1edbi \u0111\u1ee3t \u0111\u1ea7u ra qu\u00e2n gi\u1ea3m xu\u1ed1ng r\u00f5 r\u1ec7t. \u0110\u1ec3 th\u01b0\u01a1ng hi\u1ec7u Vi\u1ec7t Nam nh\u01b0 G7 th\u00e0nh c\u00f4ng tr\u00ean th\u1ecb tr\u01b0\u1eddng c\u1ea7n d\u1ef1a v\u00e0o n\u1ed9i l\u1ef1c v\u00e0 kh\u1ea3 n\u0103ng c\u1ee7a ch\u00ednh m\u00ecnh. Sau 1 th\u1eddi gian c\u00f3 m\u1eb7t tr\u00ean th\u1ecb tr\u01b0\u1eddng, G7 \u0111\u00e3 l\u1ed9 ra \u0111i\u1ec3m y\u1ebfu. K\u1ebft qu\u1ea3 l\u00e0 kh\u00f4ng th\u1ec3 \u0111\u00e1nh b\u1ea1i Nescafe b\u1eb1ng nh\u1eefng c\u00e2u \u0111ao to b\u00faa l\u1edbn nh\u01b0 \u201ck\u00ednh th\u01b0a qu\u00fd

\u0111\u1ed3ng b\u00e0o\u2026\u201d, hay ch\u1ec9 l\u00e0 s\u1ed1 li\u1ec7u c\u1ee7a m\u1ed9t ph\u1ea7n qu\u00e1 nh\u1ecf ng\u01b0\u1eddi ti\u00eau d\u00f9ng (89% c\u1ee7a
35.000 ng\u01b0\u1eddi), t\u00ednh x\u00e1c th\u1ef1c c\u1ee7a s\u1ed1 li\u1ec7u n\u00e0y c\u0169ng khi\u1ebfn nhi\u1ec1u ng\u01b0\u1eddi th\u1eafc m\u1eafc. V\u00e0
G7 c\u0169ng kh\u00f4ng th\u1ec3 v\u01b0\u1ee3t qua \u0111\u1ed3ng h\u01b0\u01a1ng Vinacafe.

Trong th\u00e1ng 4 v\u00e0 5/2007, Trung Nguy\u00ean \u0111\u01b0a qu\u1ea3ng c\u00e1o G7 tr\u00ean truy\u1ec1n h\u00ecnh. H\u00ecnh \u1ea3nh video clip chi\u1ebfu ra \u0111\u1ea7u ti\u00ean l\u00e0 chi\u1ebfc c\u1ed1c \u0111\u1ecf, trong \u0111\u00f3 c\u00f3 ghi l\u00e0 17% c\u00e0 ph\u00ea Bu\u00f4n Ma Thu\u1ed9t. Khi chi\u1ebfc c\u1ed1c \u0111\u1ecf \u0111\u00f3 xoay ra th\u00ec hi\u1ec7n ra c\u1ed1c c\u1ee7a G7 l\u00e0 s\u1ea3n ph\u1ea9m c\u1ee7a Trung Nguy\u00ean ghi 89% l\u00e0 c\u00e0 ph\u00ea Bu\u00f4n Ma Thu\u1ed9t. Trong tu\u1ea7n th\u1ee9 hai c\u1ee7a th\u00e1ng 8, Trung Nguy\u00ean l\u1ea1i ti\u1ebfp t\u1ee5c qu\u1ea3ng c\u00e1o phim c\u0169. L\u1ea7n n\u00e0y, tuy video clip

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