Th so snh 3 ci nh

25-35 35-50 50-55

c im Hin i, bit s
dng internet v i
lm
S dng internet hn
ch v i lm
Hu nh khng s
dng v ngh hu
Thi gian i ch i lm nn ton tin
th i ch chiu
C s giao thoa bi
h vn thuc tup
truyn thng thng
i ch sng v cho
rng sn phm ngon
hn. H ch i ch
chiu khi cng vic
bn
C nhiu thi gian
rnh ri nn i ch
sng
ia im mua hng Thng l siu th v
i ch lun c tun
mt thi gian. V
tin tng cht lng
hng siu th hn
ch
Nu m i ch th
thng chn hng
u ch v ngi tn
thi gian i su
trong ch. Chn
nhng hng u ch
gi t hn nn ngh
ngon hn. Thng
l nhng hng trong
Cng thng mua
ch nhng v i lm
nn cng ging la
tui 25-40, mua
u ch v chn
nhng ca hng bt
mt, sch s d gi
hi mc mt cht
mua ch v gi c
r v hng ti.
Thng khng ngi
i khp ch chn
hng ngon, thm ch
thch i su trong
ch v hng r hn
v nhiu khi chn
c hng ngon
ch trong sch s,
ln, bt mt
Tin tng vo kinh
nghim mua hng
ca mnh
Rt tin tng ch
mua nhng hng h

Vo cc trang web
mua hng
ang l xu hng
ca nhm tui ny.
H hin i nn hay
t cc mn n qua
mng mt thi
gian v c th tha h
chn mn
t hn nhm trn.
H hu nh t hng
qua mng l do
nhm tui 25-40 r
r hoc t chung
vi nhm
Hu nh khng s
dng trang web
t hng
B nh hng bi
ngi xung quanh
Thy mn g ngon
v l th thng hay
gii thiu vi nhau
trong c quan t
chung.
Cng nh vy
nhng khng
thng xuyn. Vn
thch n nhng mn
n nh t nu




- Quyn s nht k: 25-35. H vn cha c kinh nghim mua bn nn sau khi h
n mua hng s a h 1 quyn s h ghi mn n h mun lm. Ln sau h
n s cung cp nguyn liu v cng thc nu
- Tng hp nht k chung cho tng thng. 6 thng s in thnh 1 n phm Bp v
ti- cu chuyn k
- Seo
- Pht cho min ph trong bnh vin


Nng cao nhn thc
1. Chin dch S tht The ugly truth
(Gii thch: Mi th u c 2 mt ca n. Bn cht ca mt hin tng phi c tm
hiu t nhiu pha v t nhiu gc . S thc khng th c khm ph bng mt
thng v phi nng cao hiu bit tm ra. Ngi tiu dng xng ng c bit s
tht). Green food h ni t ch tn ln u. Chng ti tn trng ngi tiu dng v
m bo s trung thc trong mi cm kt v quy trnh sn xut, ngun gc v cht
lng ca sn phm)
Mc ch: Nng cao nhn thc ca ngi tiu dng v thc phm an ton
v nguy c s dng thc phm khng r ngun gc xut s ( Thc phm
trng ti ngon khng c ngha l an ton, ng vt nui bng phng
php cng nghip khng c ngha l khng ngon) TRuyn ti s mnh ca
cng ty
Khng nh uy tn thng hiu, mang thng hiu v hnh nh cng ty n
gn hn vi ngi tiu dng
i tng: Tt c nhng tp trung hn vo nhm khch hng l cc b ni
tr, c bit la tui 25-35
Tip cn tm l khch hng: nh vo tm l s hi v mt phng hng
ca ngi tiu dng khi mua cc sn phm khng r ngun gc thng qua
hnh nh trc quan sinh ng, nhng cu chuyn thc v hu qu ca vic
s dng thc phm khng r ngun gc
Thng ip truyn ti: - Chn thc phm sch cng ging .
- Khng ai bit trc ca ngy mai .
Trin khai chin dch: (Ngn sch chin dch 200 triu)
S kt hp vi cc t dn ph trin khai chin dch (nhng t dn ch dn
ch kh)
1. Lm b poster dn nhng a im cng cng nh bnh vin, bn xe
bus, phng hi ng cc khu dn c v in poster h thng xe bn hng di
ng (xe chuyn ch hng ca cng ty) v trong chui ca hng ca cng ty.
Cng thm in ng sau mt ca cc ha n thanh ton ca nh hng khch
sn c lin kt vi cng ty (ti tr vic in nhng loi n nh vy). Poster ng
online (trang bo, fanpage, website ca green food ha noi, website c nhiu
cc bc cha m quan tm nh lamchame.vn, webtretho.com..)
2. Hi tho: ( chiu phim: cu chuyn bun v thc phm hi v quy trnh sn
xut ca greenfood + ly email)
3. S dng a ch email gi thng tin v sn phm mi v gi tr dinh
dng, tiu ch ngi tiu dng nn bit khi la chn thc phm
4. Tm kim cc i s thng hiu mi khu dn c (ban u u tin
nhng khu vc xy dng h thng ca hng bn l ca greenfood)
Chin dch 2: Cu chuyn ca ti My story
To mi quan h vi ngi tiu dng, a hnh nh cng ty tr thnh 1 phn trong cuc
sng hng ngy ca NTD v thc y doanh s bn hng ti cc ca hng ca cng ty
Phn tch tm l: mi ngi tiu dng u c mong mun s dng sn phm sch r
ngun gc xut s. Nhng phn ln ngi tiu dng vit nam cha thi r rng (ln
n, cng nhau ty chay hng hng km cht lng). Ngi tiu dng cha thc c
c quyn ca ngi tiu dng v sc mnh ca mnh trong cng ng ngi tiu dng.
Chnh v vy Green Food mun chm ngi cho mt cuc chin chnh ngha ngn chn s
trn lan ca thc phm km cht lng, c hi v tin phong cho mt li sng mi ca
ngi tiu dng hiu bit nhng b ni tr thi @.
Thng ip: Ai cng c mt cu chuyn k. Khai thc nhng cu chuyn
ca b ni ch, tn vinh hnh nh cc b ni tr, to mt cng ng ring cho
cc b ni tr h c th chia s, trao i v hc hi kinh nghim ln nhau.
Ni dung chin dch:
Tri nghim ca ngi tiu dng: Nht k online (cho nhng ngi tr t 25-35), Bp v
ti (offline) (cho nhng khch hng t s dng mng internet).
Cu chuyn ca greenfood: hnh nh tng t nh poster con ln k cu chuyn v
cch loi ln n vi mi gia nh trong tng ba n qua clip (pht trin knh youtube,
zing), cu chuyn s c k di dng 1 on phim cm ng, (tng t nh on )
Chp nh cc b ni ch lu tr vo profile khch hng ca cng ty v gn hnh nh
cc b ni tr vo cu chuyn ca h. C th dng cho cc chng trnh u i v sau
nu cng ty trin khai
Cuc thi Hng v yu thngdnh cho cc b ni tr vi gia nh ca h tham gia.
Cc b ni tr s dng sn phm ca greenfood nu mn n sau cho cc thnh vin
gia nh nm cm nhn mn n v nm th mn n do h nu
Cch thc truyn thng