Bi tiu lun-Chin lc Marketing ca G7

B CC BI LM I. Gii thiu doanh nghip Trung Nguyn II. Phn khc th trng - th trng mc tiu ca G7 III. Marketing hn hp (cng c 4P) 1. Sn phm (product) 2. Gi (price) 3. Phn phi (place) 4. Cc bin php ym tr (promotion) IV. Nhc im trong chin lc marketing ca G7 V. nh hng pht trin

DANH SCH THNH VIN

H V TN Cao Tin Dng (Trng Nhm) Nguyn Th Ngc Qunh Trn Th Hoa Trn Xun Trung Th Minh Phng V Duy Dn

M S SV 030124080141 030124080749 030124080294 030524085406 030124080680 030124080114

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Bi tiu lun-Chin lc Marketing ca G7

I. Gii thiu doanh nghip Trung Nguyn Ra i vo gia nm 1996- Trung Nguyn l mt nhn hiu c ph non tr ca Vit Nam, nhng nhanh chng to dng c uy tn v tr thnh thng hiu c ph quen thuc i vi ngi tiu dng c trong v ngoi nc. Ch trong vng 10 nm, t mt hang c ph nh b nm gia th ph c ph Bun M Thut, Trung Nguyn tri dy thnh mt tp on hng mnh vi 6 cng ty thnh vin: Cng ty c phn Trung Nguyn, cng ty c phn c ph ha tan Trung Nguyn, cng ty c phn thng mi v dch v G7, Cng ty truyn thng bn l Nam Vit v cng ty lin doanh Vietnam Global Gateway (VGG) vi cc ngnh ngh chnh bao gm:, sn xut, ch bin, kinh doanh tr, c ph; nhng quyn thng hiu v dch v phn phi, bn l hin i. Trong tng lai, tp an Trung Nguyn s pht trin vi 10 cng ty thnh vin, kinh doanh nhiu ngnh ngh a dng. II. Phn khc th trng-Th trng mc tiu ca G7 Co nhiu li do khin ngi ta s dung caf, tinh tao khi cn phai lam vic hay hoc tp, th gian, hoc n gian la vi mun thng thc caf. Theo truyn thng, caf phin vn c a chung hn, tuy nhin do s thay i cua xa hi, cng vic, ngi ta khng con u thi gian pha cho minh 1 li caf truyn thng. Va caf hoa tan ra i. Vi u im ni bt la khng tn nhiu thi gian, caf hoa tan nhanh chong tr thanh mt phn quen thuc trong cuc sng cua nhiu ngi. Vit Nam, i cung vi a phat trin kinh t, caf hoa tan ngay cang tr thanh mt nhu cu thit yu. Cng nh Nescaf va Vinacaf, san phm nay cua Trung Nguyn nhm vao nhng c dn thanh thi, ni ma cuc sng tt bt khng cho phep ho co thi gian pha va thng thc 1 tach caf truyn thng. o la nhng ngi co tui t 16-40, c bit l gii cng chc, nhn vin vn phng. Yu cu cua nhng ngi nay vi san phm thng thng chi la nhanh gon va cht lng tng i. Ho s dung caf thng xuyn va y cung khng phai la san phm co gia thanh qua cao nn khuyn mai khng phai la yu t c coi trong nhiu. trung thanh vi san phm nay cung chi mc trung binh. Nhng vi khng phai la mt san phm khin ngi ta phai cn nhc cn thn khi mua, nn nu G7 cua Trung Nguyn chi ap ng nhng yu cu c ban thi vic gianh thi phn vi nhng hang danh ting la v cung kho khn. .Bit c iu nay , Trung Nguyn a s dung chin thut anh vao long ngi. i tng khach hang chinh ma Trung Nguyn nhm vao trong giai oan nay chinh la nhng ngi Vit Nam co tinh thn dung hang ni va nhng khach hang a tin tng vao thng hiu Trung Nguyn. Nhng nu chi dng lai mt phn khuc thi trng nh vy va trc nhng phan cng manh me cua i thu, nhng thanh cng bc u cua Trung Nguyn se nhanh chong bi lang qun. Trung Nguyn cn khng inh nng lc cua minh mt thi trng mi. Thi trng mi tuy co tim nng rt ln, nhng tinh n inh khng cao, vi vic phat ng ung mt loai caf mi la ging nh 1 trao lu, se nhanh chong ri vao thoai trao. khc phuc nhc im nay, cn chon mt loai caf danh ting. Va G7 Capucino ra i vi 3 san phm
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ring bit: Hazenut, Irish Cream va Mocha. La 1 loai caf danh ting cua nc Y, G7 Capucino khng nhm vao lp ngi c truyn yu thich caf phin na, dong san phm nay cua Trung Nguyn nhm vao lp ngi tre, nhng ngi yu thich vn hoa du nhp, v mt khia canh nao o co th noi la sanh iu, thich ung caf nc ngoai khng inh gu. G7 Hazenut vi hng vi nhe nhang va cam xuc gianh cho nhng ngi ln tui cn li caf nhm nhi khi oc bao. Irish Cream thi say m va kham pha cho nhng ngi ang lam vic. Cui cung la Mocha nng nan ca tinh gianh cho lp tre khng inh ban thn. III. Marketing hn hp (cng c 4P) 1. sn phm (product) T trc n nay, Vit Nam, mt t nc xut khu c ph ng th nh th gii li ch xut khu c ph bt hoc c ph th, khng h c mt s u t khai thc trit cho loi c ph ung nhanh ny. Th trng c ph ha tan hu nh b b ng cho cc tp on c ph th gii thng lnh. Trc ngy 23/11/2003, trn th trng caf ha tan Vit Nam, Nescaf l ke thng tr vi th phn chim khong 60% ton th trng. ng sau Nescaf khi y l Vinacaf vi 38.45% th phn. 5.6% th phn cn li l khong trng dnh cho cc thng hiu khc khng my ni ting hin c trn th trng. Nhn ra iu bt hp l ny, tp on c ph Trung Nguyn vi phng chm ginh li nhng g mt quyt nh tham gia vo th trng c ph ha tan. V ngy 23/11/2003, Tp on Trung Nguyn chnh thc tung ra nhn hiu caf ha tan G7 vi cht lng m , hp khu v, nhanh chng chinh phc ngi tiu dng.

Nhn hiu

phn c c: G7 coffee

phn nhn c: ch coffee pha trn gc phi ca ch G7. Ging hnh c in pha trn

ng ng L Nguyn V, tng gim c tp on c ph Trung Nguyn cho bit ng chn thng hiu G7 v l mt tn ngn gn d c, d nh khng nhng vi khch hng trong nc m c vi khch hng nc ngoi. G7 l ch vit tt cho
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Group of Industrial Contries gm 7 quc gia pht trin trn th gii: M, Anh, Php, Nht, Canada, c, . Chnh v vy, G7 cn l nhng th trng mc tiu nh hng cho sn phm c ph ha tan ca Trung Nguyn vn ti sau khi chinh phc thnh cng khch hng trong nc . Logo G7 th hin tnh quc t ca ci tn, to s ch vn ra th gii. Ngay trn logo ca sn phm c ch coffee khng nh l sn phm c ph. V G7 lun i i vi s bo tr ca Trung Nguyn vi hng ch made in Vietnam khng nh sn phm c sn xut ti Vit Nam. Hin nay G7 c mt dng sn phm caf ho tan vi 3 loi chnh caf 2in1 (caf en), caf 3in1, v caf Cappuccino c bit vi loi Cappuccino cn c 3 loi nh vi nhng hng v khc nhau.

caf 2in1

caf 3in1

Cappuccino Hazelnut

Cappuccino Irish Cream

Cappuccino Mocha

2. Gi (price) Vi nhiu mc gi khc nhau cho dng sn phm caf ho tan G7. y do iu kin hn ch nn ch cp c gi ca mt vi mt hng. Nh sau: Caf 3in1 18g vi gi 1500 VN. Caf 2in1 (caf en) 2500 VN. Caf Cappuccino 2500 VN. So vi Nescaf th gi mt hng 3in1 l r hn Nescaf (2000VN). G7 khi mi xut hin trn th trng vi loi caf 3in1 truyn thng dng chnh sch thm d th trng vi gi thp hn Nescaf dnh th phn vi i th cnh tranh trc tip ny. Nhng sau khi nhim c th trng nht nh, G7 tin hnh nh gi theo cch da vo i th cnh tranh ca mnh vi cng mt gi. c bit hin nay, G7 tung ra mt loi sn phm mi l caf theo kiu nhng li khng dm a ra gi theo kiu ht vng v y ch l mt loi sn phm tiu dng thng thng v ch mang tnh th nghim v cng ngh. 3. Phn phi (place) Sn phm caf ho tan G7 l loi sn phm tiu dng c thi gian s dng cao. Nn G7 tin hnh phn phi theo knh 2-3 cp thng qua cc im bn s, bn l v nhiu i l ca G7. Trung Nguyn da vo h thng phn phi sn c ca mnh v tip tc m rng n thnh vin mi trong i gia nh caf ca mnh. Nm 2003 mng li phn phi ti Vit Nam ca Caf Trung Nguyn l: 600 qun c ph, 121 nh phn phi, 7000 im bn hng v 59,000 ca hng bn l sn phm. Lc ny Trung Nguyn cng ng thi a sn phm caf G7 ra u trng quc t nh l caf Vit Nam ch thc.
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Nm 2006: u t v xy dng pht trin h thng phn phi G7Mart ln nht Vit Nam v xy dng, chun ha h thng nhng quyn trong nc, y mnh pht trin nhng quyn quc t. 4. Cc bin php ym tr (promotion) Chin lc marketing ca sn phm caf G7 c th chia thnh 2 giai on: Khi mi xut hin (23/11/2003 n tt 2004) v sau khi ginh c mt ch ng nht nh trong th trng caf ha tan ( 2004 n nay). Nhng nu nhn mt cch tng qut chng ta c th thy trit l kinh doanh ca Trung Nguyn l "dn tc tnh" vi khao kht khng nh sc mnh ca thng hiu ni a mt cch cng khai, mnh m. Do vy, khi tung G7 ra th trng, Trung Nguyn khng n thun dng cc hot ng marketing thng thng gii thiu sn phm mi, m cn t gnh vo mnh s mnh th i u trc tip Nescaf mt thng hiu nc ngoi ang thng tr sn nh. Theo lnh o ca tp on ny, Trung Nguyn chp nhn lm lnh tin phong khch l tm th mi cho doanh nghip VN trong vic dm cnh tranh trc tip vi cc thng hiu quc gia - iu m trc , trong mi trng kinh doanh Vit Nam vn cn him thy. Tht ra, nu quan st k qu trnh pht trin ca thng hiu Trung Nguyn, chng ta s thy mt nhn hiu c xy dng chnh bng nhng hot ng quan h cng ng v bo ch. Hnh nh ca TG ng L Nguyn V lun c gii thiu nh mt ngi ht lng v v th ca Vit Nam trn thng trng ni a v quc t. Bn thn ng TG l mt thng hiu y uy tn v c nhng tnh cch ht sc ph hp cho mt cng cuc chin u v thng hiu Vit. A. Khi mi tung ra th trng: (t 23/11/2003 n tt 2004) Trc mt i th qu mnh v c tim lc ti chnh, kinh nghim v uy th (Nescaf), Trung Nguyn xc nh chin thut chnh l hng vo tri tim v tinh thn ca ngi tiu dng Vit Nam. Trc khi cuc chin chnh thc din ra, Trung Nguyn thc hin nhng cuc tuyn truyn bi bn nhm vn ng tinh thn v ku gi s ng h ca cc i l, nh phn phi v ngi tiu dng. Cng ty ny m u bc th ng gi ngi tiu dng bng cu knh tha qu ng bo v nhng li l rt tha thit khi gi tinh thn dn tc. ng thi, Trung Nguyn cng hon ton nh bi nga, trnh by rt r cho cc i l, nh phn phi ca mnh bit nhng im mnh, im yu v c nguyn vng ca mnh trong mong mun c ng h, c ng hnh nh mt thng hiu Vit Nam ang i tin phong. n gi G, cng ty cho fax ng lot cc bc th ng n cc i l ca mnh Bi th, khi ng ct ting Knh Tha ng Bo!, G7 ca ng nhn c s ng h mnh ca bo ch v cng lun Ngay lc li ku gi ca ng tng gim c c ct ln, hng lot cc chng trnh tip th rm r ca Trung Nguyn chnh thc c bt u. Trong giai on ny hot ng tip th ch yu nhm vo PR. Sn phm caf G7 lc ny l G7 3in1 vi cu slogan caf ha tan ch thc cha th hin tnh cnh tranh gay gt vi nescaf nh giai on sau ny. M u l vic pht ng chng trnh Xy dng thng hiu nng sn Vit Nam:
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Thng 11/2003, Trung Nguyn khi xng mt chng trnh "Cng nhau xy dng thng hiu nng sn Vit" v sau l cng Thi bo Kinh t Si Gn ng sng lp ra CLB Xy dng thng hiu Nng sn Vit Nam. Mc tiu trc mt ca chng trnh ny l xy dng khong 30 thng hiu nng sn tiu biu khp mi min t nc, ly lm nhng "im sng". V lu di, s khi to phong tro ton din xy dng thng hiu i vi sn phm Vit Nam, t chc lin kt 6 "nh": Nh nc, nh doanh nghip, nh khoa hc, nh bank (ngn hng), nh nng v nh truyn thng nhm nng cao uy tn v gi tr nng sn Vit Nam. - Chng trnh ny to mt bc m thun li cho s ra i ca sn phm G7. Xy dng thng hiu nng san Vit Nam trc ht la c ng ngi Vit dng hng Vit. Va G7 l mt trong nhng sn phm tin phong . Mt khi chng ta c nhng sn phm cht lng cao, c thng hiu mnh, th khng c l do g ngi tiu dng trong nc khng ng h hng Vit. Li ku gi ca Trung Nguyn hng ti lng t tn dn tc trong ngi tiu dng. Suy cho cng th caf ho tan l sn phm tiu dng dng khng cn cng ngh cao, c mua v dng v tnh tin dng.V vy, nu gi c v cht lng thuyt phc c ngi tiu dng th yu t tnh cm s ng gp nhiu vo quyt nh mua hng. Ngy hi tuyt nh: - Trung Nguyn t chc ngy hi mang tn Ngy hi tuyt nh gii thiu sn phm caf ha tan G7 vo ngy 23/11/2003 ti dinh Thng Nht. Cc chng trnh tip th c lng vo nhng cuc hi tho, cc cuc thi xoay quanh vn xy dng thng hiu cho nng sn Vit Nam. - C khong 35.000 ngi n tham d ngy hi, cao hn rt nhiu so vi d kin ban u ca cng ty. Ngoi vic t chc cc quy cho ngi tiu dng dng th caf G7, cng ty cn t chc cho ngi tiu dng th m sn phm mi ca cng ty, i chiu vi sn phm cng loi ca Nesl. Ti y, Trung Nguyn mi ngi tiu dng ung th 2 ly caf ho tan, mt ca G7, mt ca Nescafe (ngi tiu dng khng c cho bit nhn hiu trc khi ung) v so snh xem h thch sn phm no hn. Trc khi tin hnh cuc th nghim caf ny, Trung Nguyn gi th thng bo cho Nescafe v sn sng cho mt v kin nu c. - V kt qu thu c l 89% ng h G7, ch 11% cho Nescaf. Trung Nguyn thng li hon ton trong chin dch ny. - y l mt chin dch kh to bo ca Trung Nguyn. C th xem l mt mn i th qung b. Nescafe l mt nhn hiu ang

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thng lnh th trng c ph ha tan ti Vit Nam, i u vi Nescafe cha bit kt qu s ra sao nhng s lm nhiu ngi ch n G7 hn. Nu Nestl phn ng th d thng hay thua, ci tn G7 cng s to c s ch nht nh ca ngi tiu dng v d lun. Cc cuc tip th trn ng ph v th ung c ph: - Trung Nguyn t chc cc roadshow tip th rm r ng lot trn cc thnh ph ln v c nchng chc chic xe v hng trm nhn vin trong trang phc en mi ngi tiu dng th sn phm G7. - To bo hn, Trung Nguyn mi ngi tiu dng ung th caf G7 trong 3 ngy ti mt cao c trn ng Nguyn Th Minh Khai, Q.1, ni t tng hnh dinh ca Nestl! Cc chin dch qung co rm r v nh vo lng ngi gip G7 thu c s ng h khng nh t ngi tiu dng cho ti cc i l. Ngay sau nhng chin dch tip th, G7 xut hin t cc trung tm thng mi cho n ca hng bn l hay ch ln, ch nh... Trung Nguyn dnh c s ng h mnh m ca cc nh phn phi, i l, ngi tiu dng. Chnh t cuc chin ny, G7 bt buc cc i th chi theo cch ca mnh. Nescaf v Vinacaf bt u tng cng qung co, khuyn mi gi ngi tiu dng. Sau thi gian ngn pht ng mt cuc chin tng chng khng cn sc, cui nm 2004, chic bnh th trng caf ho tan ng gi Vit Nam c chia li: Nescaf cn 44,05%, Vinacaf cn 28,95%, G7 chim 21,8% v 5,2% cho cc thng hiu khc. Ba yu t lm nn thng li ca G7 trong giai on ny l sn phm tt, cht lng v hng v ring bit, khu phn phi rt mnh t mng li phn phi c sn ca Trung Nguyn v cng tc qung b, tip th c hiu qua. Trung Nguyn a s dung co hiu qua tn tui cua minh trn thi trng caf Vit Nam va qua o tao uy tin cho san phm G7 . Nu ban khng co thi gian cho Trung Nguyn thi hay pha cho minh mt li caf thm ngon G7. Mt khc, iu kin cho thnh cng ca Trung Nguyn chnh l cch nh vo lng ngi. Mt doanh nghip chin u trn sn nh th li th chnh l s thng thuc, thu hiu vn ho ca ngi tiu dng bn x, t ch ng trin khai th trn v bt i th phi chi theo cch ca mnh. Tinh thn dn tc v yu t vn ho l mt th lc rt ln trong tip th. Trung Nguyn pht huy c sc mnh khi tp hp c s ng h ca chnh ngi tiu dng VN Bn cnh , Trung Nguyn cn thc hin PR (Public Relation) cng rt thnh cng. l phi hp vi Bo Thanh Nin thc hin chng trnh: "Nc Vit
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Nam ta nh hay khng nh". Pht ng "cuc chin v thng hiu Vit" ca Trung Nguyn cng c nh gi cao. Cc hot ng quan h cng ng v to s ng h ca cng lun bo ch ng vai tr quyt nh trong vic chim ly phn tnh cm (nhiu khi cng lc nng lc ma) ca dn Vit Nam. Va Trung Nguyn a lam rt tt iu o. B. Giai on 2004 n nay: Trong giai on ny, th trng c ph ha tan c nhiu thay i. Doanh s ca th trng ny nm 2004 ln n hn 154 t ng (thng k ca Trung Nguyn). Trong nm 2004, Vinacaf v Nestl cng phn cng bng nhng chng trnh khuyn mi, tip th kh quyt lit. ng k nht l hai chng trnh ca Nestl: mua Nescaf trng xe hi Vitara, ung th Nescaf ti cc siu th, ch u mi v tng tng nh. Vinacaf trc y t xut hin trn truyn thng th nay cng lin tc qung co trn truyn hnh, treo bin ti cc quy hng, sp ch v trn ng quc l. Cui nm 2006 th trng xut hin thm cc nhn hiu mi nh Caf Moment (Cng ty CP Sa VN - Vinamilk), ring k Lk c thm CADA (Cty CP Phc An), VICA (Cty Cao su Krng Buk), Sunrise(An Thi) Maccoffe(Singapore) cung tip tuc a ra cac san phm mi va tim cach m rng thi trng. Nhng thay i ng k nht dn n cc chin lc cnh tranh mi ca G7 chnh l Nescaf. u thng 3/2005, Nescaf thay i thng ip quen thuc "khi u ngy mi" bng thng ip "100% c ph Vit Nam" cng nh m chin dch truyn thng vi slogan "hng v Vit Nam hn" . G7 lp tc p tr v cuc cnh tranh gia hai nhn hiu ngy cng khc lit hn. G7 lin tc a ra cc sn phm caf mi trong giai on ny vi cc khu hiu i chi trc tip vi Nescaf. Giai oan chay ua khng inh cht Vit Nam:
Chit xut trc tip t nhng ht c ph xanh, sch, thun khit t vng t bazan huyn thoi Bun Ma Thut kt hp b quyt khc bit ca c ph ti v cng ngh sn xut hin i nht Vit Nam, Trung Nguyn em n cho bn sn phm c ph ha tan G7 thm ngon v m . G7 l sn phm c ph ha tan duy nht c chn phc v cc nguyn th quc gia ti ASEM 5. Thch hp khi ung .

y l li qung co trn bao b sn phm caf G7 3in1 trong giai on ny. p li slogan mi ca Nescaf m va, m , m hn, G7 a ra mu qung co trn truyn hnh c caf m va, m m hn nhng ch c G7 l caf ha tan ch thc. C ph en ha tan G7:

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Bi tiu lun-Chin lc Marketing ca G7

C ph en c ng G7 do Trung Nguyn sn xut t Nguyn liu c ph tt nht trn Dy chuyn sn xut hin i nht kt hp B quyt phng ng c o to nn mt loi c ph en th thit mnh m v ng gu cho ngi Vit. G7 2in1 ra i ngay sau khi Nescaf Vit ra i vi thng ip C ph mnh cho phi mnh v slogan bn mnh th? vi cc hnh nh rt mnh: mu en m, v knh, n.. G7 2in1 nh nhng hn vi mu nu m trn bao b. Trn sn phm ny Trung Nguyn a ra mt khng nh khng ai hiu ngi Vit bng ngi Vit. - Slogan cho sn phm ny l MNH cha , phi ng GU. - Sau giai on chy ua khng nh "cht Vit Nam", gn y G7 v Trung Nguyn ang gip chin xung quanh tnh t "mnh". Trung Nguyn " Gip suy ngh mnh hn". Nescafe " Ngon hn , v c ph mnh hn". Trung Nguyn " V c ph cc mnh". Nescafe" Bn mnh th? . Trung Nguyn MNH cha , phi ng GU. Sau giai on u vi nhng thnh cng nht nh v chim lnh c mt th phn ng k, cc chin lc qung co gn y ca G7 ang gy nhiu tranh ci. Mt s ngi rt thch cc khu hiu v qung co v mang tnh cht cnh tranh v i chi r rng nhng nu nhn nhn kht khe th vi phm iu ti k trong qung co ni ring v marketing ni chung, l tm cch h thp i th. Tuy nhin, khng phi ngu nhin m Trung Nguyn lm nh vy. Mc ch ca Trung Nguyn l c cho i th thy c v nh chin lc ca G7 xc phm n nhn hiu Nescafe v Nestle s kin h v vic ny. Nu Nestle lm nh vy th c li cho Trung Nguyn v G7, v khi G7 cng nh Trung Nguyn s c ngi tiu dng bit n nhiu hn. Nhng ai cung bit la Nescaf tha khn ngoan khng lam nh vy ma con a ra nhiu chin lc mi phu hp hn lam thay i tinh hinh. Sai lm trong chin lc Marketing cua san phm G7: Sai lm th nht cua G7 chinh la vic phat ng mt cuc chin khng cn sc vi Nescaf. Nescaf la mt i thu qua manh ca v kinh nghim, tim lc tai chinh va ca uy th. Thach thc Nescaf co th gy c s chu y ban u nhng v lu v dai thi ht sc mao him. Xet v mt cng ngh, Nestle hoan toan ap ng c cac yu cu cua thi trng va co th ap ng cac vn phat sinh c bit l v quy m sn xut. Trung Nguyn cho rng vi vic pht ng "cuc chin v thng hiu Vit" cng vi cc hot ng marketing i km l c th chin thng hoc cnh tranh ngang nga vi nhn hiu ni ting nh Nescaf . Thc cht chin lc ny ch yu to dng thm thng hiu Trung Nguyn trn th trng nhm trnh nguy c b i th ln p hn l "v thng hiu Vit" nh Trung Nguyn ang
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pht ng. "Ngi Vit Nam dng hng Vit Nam" khng hn ung. iu ny cn ph thuc vo li ch hng ha mang li nh: gi c, cht lng, s thun tin trong mua bn, cc dch v i km, cm gic hoc cm nhn ca ngi tiu dng khi dng sn phm,...Nu G7 gi khng thp hn Nescafe, cht lng khng bng Nescafe, bt tin trong vic mua hng, mt s ngi tiu dng c thi quen ung Nescafe mi bui sng khi i lm, hoc n gin l h thy ung Nescafe th snh iu hn so vi nhn hiu c ph khc th nhng ngi ny vn thch dng Nescafe hn. => Nh vy, sai lm th 2 ca Trung Nguyn v G7 l ch yu da vao li th sn nha trong khi trong thi ai toan cu hoa nh hin nay o khng con la mt li th ro rang na. IV. Phat trin

Tng quan
Sau khi at c thanh cng nht inh trong thi gian u thi G7 cua Trung Nguyn a mt dn u th. G7 va Trung Nguyn co le cn iu chinh lai chin lc cho phu hp. Ngi tiu dng ang mong ch mt G7 mi m, mang tnh quc t hn v chinh phc ngi tiu dng bng nhng li th mnh m, r rng trn nhiu phng din, ch khng ch c nhn mnh yu t cm tnh nh " tnh yu nc hay lng t ho dn tc". Trn ht ngi tiu dng ang mong ch mt Trung Nguyn tm vc mi th hin qua nhng hnh ng v kt qu c th. Nu hi, ai l i th ca Coca-Cola, s c nhiu ngi ni rng l Pepsi. Tht ra khng phi. Coca-Cola xc nh i th truyn kip ca mnh l... nc. n gin v khi hng t ngi ung th nc mu nu ny, th c hng t ngi khc ang ung nc ng chai, nc khong, tr , nc tri cy, c ph. Ni chung l h ang gii kht. Bng chng l c Coca-Cola v Pepsi-Cola u thc thi mnh m chin lc a dng ha sn phm, thay v c chm chm vo hng cola truyn thng. Cn nhn mnh vic to ra v nm bt nhng nhu cu mi ch khng tranh ginh vi cc i th nhng phn khc c sn trn th trng. C th thay i i tng khch hng hoc cng cng i tng khch hng nhng vi nhng gi tr mi. ( chin lc i Dng Xanh). Trung Nguyn cn ph v nhng nguyn tc cnh tranh to ra nhng th trng mi hoc nhng khong trng mi khng c cnh tranh. Phai la ngi to ra lut mi thay v nhng con c mp gi i thit lp nguyn tc cuc chi. Khi , s v hiu ha tnh cnh tranh ca nhng con c mp ny. Cch cnh tranh tt nht l lm cho i th khng con canh tranh na. Trung Nguyn nn tm ra khong trng th trng, phn khc th trng, phn khc khch hng mc tiu r rng hn. Phong cch v thi quen ca mi ngi khi ung c ph l khng ging nhau. C ngi ung c ph n gin l h c thi quen ung c ph tnh to trong cng vic hoc hc tp, h khng quan tm nhiu n nhn hiu hay chng loi c ph, min sao c c ph ung. Tuy nhin, c ngi ung c ph l th gian, gii tr

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Bi tiu lun-Chin lc Marketing ca G7

sau khi lm vic mt nhc hoc n thun l h thch thng thc hng v c ph ca mt nhn hiu no . Cng c khi ngi ta ung c ph l v thng hiu ni ting, h s cm thy snh iu hn, c phong cch chuyn nghip hn qua vic ung c ph ca mt nhn hiu ni ting. Vi Trung Nguyn v cc thng hiu caf ho tan khc u nhm vo i a phn ngi dn. Thay vo G7 c th nhm n nhng ngi tr, thch khm ph cch thng thc c ph mi vi hng v truyn thng, khc vi Nescafe vi hng v nc ngoi.

C th
A. Trn nhng l thuyt v chin lc i Dng Xanh. Mt cch c th hn G7 c th tp trung vo nhng phn khuc th trng mi.: 1. Phn khc th trng dnh cho sinh vin: trong s cc khch hng tiu th caf ho tan sinh vin v hc sinh cp 3 l nhng khch hng ln v vy cn c s quan tm nht nh. y ta tp trung vo i tng sinh vin. Sinh vin a phn u phi thc khuya hc bi khi n k thi. H c xu hng lm vic hiu qu hn vo ban m nhng sinh vin cm tinh con c. H cn thc, h c th tm n nhiu hnh thc h tr nh nc tng lc, tr c nhng caf vn l cch truyn thng c bit l caf ho tan th v cng tin li. Caf G7 ca sinh vin cng phi c nhng c im ring ca n nh phi r, nhiu, hiu qu v c bit khng lm ni mn th qu tt. Bn cnh Trung Nguyn cng cn c nhng bin php ym tr nh t chc cho sinh vin ung th, c hi trng thng cho sinh vin trong tng gi cafe, hay cc chng trnh pht trin ti nng. C th hn G7 c th t chc ti tr cho mt s cuc thi ca cc trng i hc ln c qung co trong khun vin trng y l mt cch qung co hiu qu vi mc chi ph thp. Chng ta c th ly khu hiu caf G7- Thm nng lng cho ngy di mi.. 2. Sa tm, du gi v mt s sn phm khc u c nhng sn phm dnh ring cho nam v n vy ti sao caf G7 li khng? G7 c th nhm ti caf ring cho phi mnh vi v caf m hn v caf cho phi p vi hng v ngt ngo khng qu ng, i vi phi p chng ta c th cho thm v scla to thnh 4 in 1. Cu slogan c th l Hy tri nghim sc mnh nh cao cng G7 v ch vi G7 phi p mi c th tm mt hng v ring cho mnh. Nhng iu ct li vn l cht lng, phi nghin cu cng ngh sao cho caf ca G7 phi khc bit ng vi nhng phn khc th trng mi ny nhng cng phi h c th ung hng ngy thay v ch th mt ln ri thi. 3. Bn cnh Trung Nguyn c th tp trung vo th trng cc nc ang pht trin vi loi caf m cht Vit Nam nhng gi c phi chng. Vi mt cu Slogan nh nhng G7 coffee Vietnamese Impression B. Mt tng na. ngy nay r rng mi ngi chng ta u quan tm rt nhiu n vic bo v mi trng v vy. G7 c th i tin phong trong vic bo v mi trng nh tng i trn chin trng tranh u cho mt thng hiu Vit Nam nhng chc chn s hiu qu hn. Vi cu Slogan Hy cng G7 to cho tt c mt hnh tinh c th sng, v sng tt vi vic G7 quan tm vo vic thay i
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cht liu bao b t nilon sang loi giy t bit c th d phn hy nh xu hng ca i b phn cc ngnh sn xut khc by gi. C. khuyn khch bn hng, Trung Nguyn c th tng mc chit khu cho cc im bn l v bn s. Nh vy nhng ngi bn ny s nhit tnh hn trong vic gii thiu sn phm G7 vi khch thay v nhng sn phm khc.

"Mc tiu ca Marketing l lm cho sn phm ca mnh ph hp vi khch hng mc tiu thng qua hiu bit ca h v ri cho sn phm ca mnh t n bn ly n". Peter Drucker.

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