Thc trng v cafe lon birdy: Birdy l sn phm ca cng ty con Ajinomoto Vit Nam phn phi ti VIt

Nam ca tp on Ajinomoto Nht Bn. N c sn xut t tp on Calpis Thi Lan. Birdy gm hai laoij l cafe en v cafe sa cao cp Khi thit k sn phm mi cho doanh nghip cn ch cc im sau: - Do sn phm mi xm nhp vo th trng li c mi c bit hn so vi cc sn phm cafe khc nn hin ti n cha c nhiu khch hng chp nhn v chia s, nn cng ty phi nghin cu v pht trin mt sn phm mi p ng c nhu cu ca th trng cafe Vit Nam. s l mt sn phm m hn, t sa... thch hp vi nhng khch thch thng thc cafe truyn thng - Cn phi bit ci tin cht lng, c im, ng dng: y l mc tiu m tt c cc sn phm ang v s c trn th trng theo ui mi lc mi ni, mi thi im - Thng iu ang l vn ang c quan tm nht v vic : Lm th no xy dng hnh nh cafe birdy trong tm tr ngi tiu dng: y lun l vn m ngi tiu dng lun quan tm v bn lun trao i nhiu nht trong cc cuc hp ca cng ty. V qua qu trnh iu tra tm hiu chng ti thng nht a ra 1 kiu dng sn phm vi cch b tr hoa vn, kiu dng tng i ging nhau + nh v: bt c sn phm no ra i cng vy, tm ra phn khc th trng mc tiu kh nhng p ng c mong mun cung nh nhu cu c kh nng thanh ton ca phch hng cn kh hn gp trm ngn ln. Sn phm birdy la chn: khch hng mc tiu l nhng nguwoif bn rn khng c thi gian pha 1 cc cafe truyn thng. Do tp trung mi ngun lc khc khai thc th trng ny. Gi n h thng ip: x hi c m n lin chng ti c cafe ung lin l birdy - V mt gi c: Hin ti cafe birdy c gi bn trn th trng l 7000 ng/lon ( dung tch 170ml), 1 lc 6lon gi 42.000 ng Chin lc ca cng ty l thay i gi v iu kin thanh ton

+ s c nhng khuyn mi dnh cho khch hng mua vi s lng ln: gim 7% gi cho l 30lon, 10% cho thng 60ml C th thanh ton bng tin mt, th ATM... hoc mua hng trc tuyn qua in thoi internet + p dng chnh sch ht bt: tp trung khuyn mi v qung b hnh nh vo cui thng ( khi h c lng v thng i cc siu th ln...) cc dp l, cc s kin ln lc khch hng mc tiu c nhu cu v kh nng thanh ton cao nht + p dng chnh sch thm nhp th trng: birdy ang c gng gi 1 chn trn th trng tip tc pht trin