Tch cc :

i vi chin dch : Truyn ti thng tin v chin dch ti ng o ngi tiu dng
bit thng qua cc knh truyn hnh chnh nh VTV1, VTV2, VTV3. Theo kho st
ca FTA, cc knh truyn hnh m ngi tiu dng Vit Nam thng xem nht l
VTV3, HBO, VTV1. ng thi da trn thi gian biu ca khch hng mc tiu m
cng ty la chn xut chiu vo thi gian ngh tra 11h-12h, 6h-8h. l khong
thi gian m TVC c th tip cn ti s lng ngi xem ln nht

i vi thng hiu gu : tng nhn bit thng hiu v ch s TOM : Sau khi
TVC c ng ti, trn cc din n mng x hi: facebook, din n v thng hiu
nh vietnambranding, marketingchienluoc, Giaoduc.net, Tuoitre, Thanhnien,
Baomoi, ch Gu c nhc n nhiu ln. Nh m tn thng hiu M n
lin Gu c nhc i nhc li trong tm tr ngi tiu dng, k c nhng ngi tiu
dng cha bit hay cha c n tng g vi thng hiu ny. Theo mt thng k ca FTA
th Bo v quyn li tr em l mt trong 3 vn c quan tm nht VN. Vy nn
thng ip m TVC gi gm thi thc khch hng ngh n u tin trong la chn
khi mua hng, hay c hi.
Ngoi ra, vo 10/2012, trao i vi phng vin, Trn Bo Minh CEO c ca Asia
Foods khng nh l trong 2 nm thc hin chin dch Gu gn kt yu thng th
cc ch s v sc mnh thng hiu u tng trng rt tt. T mt tn tui m nht, Gu
vn ln top 3 thng hiu m n lin ni ting nht.
http://giaoduc.net.vn/Kinh-te/Tran-Bao-Minh-chinh-thuc-len-tieng-ve-ly-do-roi-khoiAsia-Foods-post93127.gd
Sau gn 3 thng t khi TVC c pht song th s tin quyn gp t li nhun trch ra t
m Gu hn 1,7 t ng. Chng t rng doanh thu sau khi pht song TVC tng
ln ng k.
i vi ngi tiu dng
Mang n nhiu cm xc v suy ngh v x hi, v cc hon cnh kh khn, thi thc
mong mun gip nhng bnh nhi ngho trong lng mi ngi.
i vi cng ng
Khi gi li cc truyn thng tt p ca ngi dn Vit: l lnh m l rch.

a slide 24 ln phn tiu cc

Tiu cc :
iu ng bn y l g ? chnh l on TVC ny s dng nhn vt ng th.
y cng chnh l mu cht vn ny sinh nhng phn ng tiu cc t mt b phn
khch hng do b tn thng v cm xc. H gin d khi bit c nhn vt trong clip
khng phi nhn vt tht.
Dn n: khch hng c th c mt s phn ng
Khch hng nghi ng tnh minh bch ca chng trnh Gu gn kt yu thng.

Mt s khch hng c ci nhn xu v thng hiu Gu ni ring, Cng ty Asia

Foods ni chung.
khch hng i ty chay Gu .

nh gi v TVC

1) Ni dung
TVC c ni dung hay, rt thu ht v mang ngha nhn vn su sc. Ni dung ca TVC,
thay v cc cnh quay vui nhn, cc cu ni v li ch sn phm, l mt cu chuyn vi mt
ging k m p duy nht cng cc hnh nh en trng nhanh chng lt qua. Ni dung TVC
mang li cm gic nh c mt tin tc c tht. Tuy n gin nhng li vo tm tr khch
hng nhanh nht.
2) Cht lng quay ca on TVC
Hnh nh: TVC l cc cnh quay en trng ni tip nhau vi hnh nh r rng, sc nt, gc
quay p, linh hot. Cch quay en trng nh vy mang li mt cm gic nh mt b phim ti
liu, nh nhng nhng rt chn tht, chn tht n au lng.
m thanh: xuyn sut on TVC l 1 ging c duy nht, trm m, r rng v truyn cm.
Ngn t: .
Din vin: Din vin c phong cch rt i thng, gn gi v ph hp vi nhn vt, mang li
cm gic gn gi cho phn ng ngi dn Vit Nam ln nhm khch hng mc tiu ca Gu
. Biu cm ca nhn vt Tun ngy th vi n ci ti ri, biu cm ca cha m l ngm
ni xot xa, biu cm ca cc bc s, y t l tic nui. Cc din vin tham gia lt t c
tm l nhn vt rt xut sc, gp phn lm cho cu chuyn trong TVC i vo lng khch
hng.
a im quay: Sut on TVC din ra ti 1 bnh vin bnh thng nhng sch s, ngn np
ti a phng. Nh mang li cm gic gn gi cho nhm khch hng mc tiu ca Gu
c thu nhp bnh dn.

Hiu qu to nhn bit thng hiu

Vic la chn cch khi dy cm xc to ra s khc bit so vi cc thng hiu m
khc v nh trc tip vo tm l ca khch hng, m tm l l con ng ngn nht
n quyt nh mua hng. Trong khi cc thng hiu m khc th la chn cc kt ni
chc nng l lm ni bt tnh nng, l tnh ca sn phm. Mi khi mua m l ngi
tiu dng li nh n thng ip cuc sng yu thng, giu lng nhn i v h li
nh n gu .
Hiu qu xy dng hnh nh thng hiu

Ghi du n trong tm tr khch hng v s quan tm, trch nhim x hi ca sn

phm, cng ty M gu chung tay xy dng cng ng ngy cng tt p hn
Doanh s bn hng
Vi nhng thnh cng v nhiu yu t nh vy, ng nhin, doanh s bn hng ca
Gu cng c tng ln ng k. Tnh ring v con s ng gp cho chng trnh
ny, ln ti: 1.355.276.520 VN (vi 10 ng/ gi m) sau gn 2 thng din ra.