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S lc

tui 17-35
Hc sinh, sinh vin, nhn vin vn phng
Sng khu vc thnh ph

L do la chn:
Chim s ng trong dn s
tui s dng nhiu c ph nht Vit Nam
cng nh trn th gii l di 40 tui
a s l gii tri thc
Thng xuyn ra ngoi ung c ph

Chn dung khch hng


tui: 17-35 tui

Ni sng: H Ni v Tp.HCM
Mc thu nhp: Mc C tr ln: t 200 n
500 $/thng

Chn dung khch hng


Cng vic: Hc sinh, sinh vin, hc sinh, nhn
vin vn phng

S thch, thi quen:


T tp bn b i c ph
Th nhng th mi l.
B nh hng nhiu bi cc tro lu mi.
Ung c ph v c bo vo bui sng

Thi quen ung c ph

H NI
i tng s
dng c ph

SI GN

- Ngi v hu ung c ph nhiu - Gii kinh doanh ung nhiu nht vi


nht: 19,8%. Sinh vin t nht: 8%.
26,3%. Ngi v hu ung t nht.
- Phn ln c trnh i hc v c - Thuc mi trnh , mi ng cp
thu nhp tng i cao

- Ch trng hnh thc, ni tht, trang


Hnh thc qun
tr, nhiu dch v i km
c ph v mc
- im hn, ni gp g bn b, th
ch n qun
gin
ca khch hng
- Gi thnh t
Thi gian
- n vo bui sng v ti
thng ti
qun c ph
- Khch vo qun c ph H Ni vo
bui sng thng gi c ph en pha
phin (en nng), bui ti l nu (tc
Thi quen v
khu v dng c c ph en c thm sa)
- 67% ung c ph ha tan.
ph
- Vo qun c ph nhng thng gi
sinh t hoc cc thc ung khc

- Phong cch n gin, gn gi, ch


yu l qun l ng
- Ch ngh chn, gii kht
- Gi bnh dn
- Mi thi im, nhng ng nht l
bui chiu ti
- Phn ln khch hng vo qun ung
c ph (tc en ) bt k bui
sng hay bui ti
- 38% ung c ph bt pha phin,27%
l c ph bt pha phin thm sa vi
v 20% ung c ph ha tan
- 50% ngi vo qun chn c ph

Thi quen s dng cc phng tin


truyn thng
Thng xuyn tip xc vi bo in, tp ch, internet.
60% khch hng trong tui t 15-39 thng
xuyn truy cp internet cafes & wifi. (theo nghin cu
thi quen s dng cc phng tin truyn thng nm
2008)

Thi quen s dng cc phng tin


truyn thng
Mt s a ch website : Tuoitre.com, dantri.com.vn,
google.com, vn express.vn, thanhnienonline.com,
yahoo.net, vietnamnet.vn, facebook.com, zing.vn
Bo in, tp ch: Tp ch tip th v gia nh, Th gii
ph n, 2!, 2! p, tp ch p.

HIGHLAND COFFEE
Cng ty c phn Vit Thi Quc T (VTI)

2002
phn khc: cao cp
trit l kinh doanh: Kt hp gia hin i v
truyn thng
40 ca hng: TP. HCM, H Ni, Nng, Hi
phng, Bin Ha

HIGHLAND COFFEE
Cng ty c phn Vit Thi Quc T (VTI)

th mnh: v tr, cch bi tr,


nh gi cao, phng thc phc v
Truyn thng:
Lp website ring
ng bi trn 1 s website, din n

Gloria Jeans
6/2006
Mc tiu kinh doanh:
o 6 ca hng ti tp HCM
o ung Starbucks v GJ ging nhau

Truyn thng:
Website ring
Fanpage
ng bi trn vnexpress.net, ciao.vn,
thienduongcaphe.vn

Illy's
(Cng ty TNHH Xut nhp khu Lin Thi Bnh Dng)

Cui 2008
C thc n pha ch t cocktail v caf
Phong cch
Truyn thng:
ng bi PR trn 1 s trang in t
01/2011: t chc khai trng ti HN
Trong nhng ngy u ra mt HN: t chc road show
thi trang xe c Vespa

TRUNG NGUYN
Mc tiu: kt ni v pht trin nhng ngi yu v
am m c ph trn ton th gii
Phc v c ph Vit Nam
Thnh cng trong chin dch ph cp c ph cho hng
lot ca hng
Tp trung phn khc th trng bnh dn
Mnh v th trng c ph ha tan
Ch tp trung qung co cho sn phm c ph ha tan

Ti Vit Nam:
Starbucks c nhiu ngi bit n v yu thch.
Mong ch Starbucks c mt ti th trng.
Starbucks chnh thc xut hin nm 2012: s thu ht c s
quan tm ca cng chng Vit, bo gii, cc i th cnh tranh
khc.
y l c hi tt cho vic truyn thng - qung co xy
dng, nh hnh thng hiu Starbucks ti Vit Nam

Cng chng mc tiu: 17 35 tui


Starbucks xm nhp th trng vit nam
Thi gian: 10 thng (6/2012- 3/2013)
M 3 ca hng (2 Si Gn, 1 H Ni)

Mission
Mc ch
- nh v hnh nh thng hiu, thm nhp th trng
Mc tiu
90% cng chng mc tiu bit n thng hiu
60% trong s yu thch thng hiu
70% trong s s dng sn phm

Message
Starbucks l ni chn th 3

Media
Internet : fanpage, website, bi vit bo in
t, banner trn cc website khc, blog, forum..
In n: tp ch, bo in, t ri
Ti ca hng
Bng led ti cc trung tm thng mi, sn bay.
Frame thang my trong cc ta nh vn phng

Money
1,825 t

Measurement
Lng view, like, comment trn cc din n, blog,
fanpage, website.
S ngi tham gia fanpage
Lng pht hnh ca bo in, tp ch
S ngi tham gia cuc thi

Measurement
o lng da trn doanh thu
Lt ngi n trung tm thng mi, lt ngi i thang
my
nh gi thng qua phn hi
Bng hi online.
Phiu nh gi ti ca hng

Mission
Mc ch:
To nn cc lung thng tin lin quan n
Starbuck
Thu ht c s quan tm ca bo ch
To bc cho s thm nhp ca Starbuck
ti Vit Nam, khin cho s kin Starbuck vo
Vit Nam tr thnh 1 s kin ln nht.

Mission
Mc tiu:
Thng 6

Thng tin lan truyn trn cc trang bo mng


ln nht Vit Nam. V trn cc fanpage,
blog, website khc.
Lng view 8.000 lt / website, forum
5000 comment trn fanpage, blog, website

Mission
Mc tiu:
Thng 7
Phng vin ca 70 u bo khc nhau tham d
bui hp bo
Thng tin v Starbuck xut hin trn 10 u bo
in ln, v trn hu ht cc trang bo mng
10 000 lt truy cp website chnh thc ca
Starbuck Vit Nam
5000 ngi like fanpage
5 000 lt click vo ng link , banner

Mission
Mc tiu:

Thng 8
C khong 40 ngi ni ting tham d s kin
C khong 50 bo tham d s kin
Sau s kin c khong 30 bo a tin v s
kin

message

Starbucks ngi khng l


tin vo Vit Nam

media
06/2012: tin n (CEO sang VN)
a tin cho phng vin v vic CEO starbucks
sang Vit Nam
ng bi PR trn Tui tr, Vnexpress.vn,
Zing.vn.
Thu Blogger ni ting vit, tung tin n trn
1 s forum nh (Ghiencaphe.com.vn), 1 s
din n v c ph khc.

media
07/2012: tuyn b Starbucks chnh thc vo Vit
Nam (hp bo ti SG)
-

1/7 a tin Starbucks chnh thc vo Vit Nam


Cng b chnh thc trn website starbucks th gii
Gi thng co bo ch ti cc bo
- Lp website Starbucks Vit Nam, fanpage
- Treo banner coming soon ti ca hng; bng Led ti sn bay (Ni Bi
v Tn Sn Nht), frame thang my ti cc ta nh vn phng ti HN v
SG
- Treo banner coming soon trn Vnexpress.vn, Dantri.com.vn,
Vietnamnet.vn, Zing.vn (dn link ti fanpage v website)
- 25/7: T chc hp bo ti Si Gn
- a tin ln cc bo in: Tui tr, Thanh nin, H Ni mi, Si Gn tip
th, Tp ch tip th v gia nh, Th gii ph n, 2!, 2! p, ..

media
08/08/2012: Khai trng ca hng Starbucks

- Mi cc nhn vt ni ting tham d s kin


- Mi 1 s phng vin n tham d
- T chc tic khai trng

money
Phng
tin

Thi gian

S lng
bi

V tr

Bo mng

3 thng

30

Bi PR

4 triu/bi 140 triu

Bo in

3 thng

15

Bi PR

5 triu/bi

75 triu

2 tun

5 banner/
5 website

Top
banner

12 triu/
tun

120 triu

Banner

Tng

n gi

Thnh tin

335 triu

money
Thu bloger: 5 triu/ 5 bi
T chc s kin: tng 350 triu
Hp bo: 50 triu
Khai trng: 150 triu
Chi ph cho khch mi: 150 triu
Bng LED ti trung tm thng mi v ti sn bay:
150 triu/ 2 tun
Frame thang my ti cc ta nh vn phng: 80
triu/6 ta nh/ 2 tun
Tng chi ph giai on 1: 920 triu ng

measurement
Lng view, like, comment trn cc din n,
blog, fanpage, website.
S ngi tham gia fanpage
Lng pht hnh ca bo in, tp ch
Lt ngi i thang my
Lt ngi qua li trong khu trung tm
thng mi

Phn 1
8/2012- 10/2012

Mission
Mc ch:
Thng tin: to dng hnh nh ca thng hiu
Mc tiu:
90% bit n starbucks
60% c hiu v thng hiu starbucks
Fanpage: 20 nghn thnh vin
Truy cp website : 10 nghn lt

Message
Star bucks l 1 phn ca cuc sng. Ngoi
gia nh v ni lm vic, starbucks l ni chn
th 3 dnh cho gii tr. Star bucks mang n
cho bn hng v c ph ch thc v 1 khng
gian thoi mi, thn thin. Star bucks l ni l
tng gp g

Media
Ti ca hng
Qung co trn bo in: tui tr, 2!
ng bi vit, t link dn vo website:
vnexpresss.vn, zing.vn, vietnamnet.vn
Fanpage, website

Thng 8:
Trn website : chng trnh tr li ng trng qu
fanpage: thng tin chng trnh

Media
20/10/2012
trang tr ti ca hng, t thip chc mng ti bn
fanpage a thng tin, chc mng
thng tin trn website

31/10/2012
trang tr ca hng, tng ko
fanpage a thng tin, chc mng
Thng tin trn website
t chc offline

Money
Chi ph: lm qu tng, trang tr ca hng v chi
ph qung co
Chi ph qu tng + trang tr ca hng + in thip
+ lm bng LED t ti ca hng: 30 triu
Chi ph qung co:
ng bi PR trn bo in (3 thng): 10 bi x 5tr = 50 tr
ng bi PR trn cc website (3 thng): 15 bi x 3tr = 45 tr

Tng chi ph: 125 triu

Measurement
Da trn lng pht hnh bo
Da vo lng truy cp website chnh thc
Da trn lng thnh vin fanpage, lng like,
comment fanpage
Da trn lng khch ti ca hng
Da trn lng views trn cc trang t qung
co
Da trn phn hi ca khch hng
Da trn doanh thu

Phn 2
11/2012- 3/2013

Mission
Mc ch:

Tr thnh thng hiu c yu thch

Mission
Mc tiu:

Fanpage: 25 nghn.
Website: 20 nghn.
Th sinh d thi: 4000 ngi/4 thng t chc
t nht 15 phng tina tin

Message

Starbucks l ngi bn tr trung,


thn thin, ci m

Media

Khonh khc Starbucks


26/11/2012 30/3/2013
17-35 tui trn c nc
Bi vit, nh, clip
4 t vi 4 ch
2 bi d thi/ ch
Gii khn gi bnh chn v gii ban gim kho

Media
Khonh khc Starbucks
L trao gii: 31/3/2013 ti Tp HCM
Khch mi ni ting
Gii thng ln: chuyn ng hnh cng
Starbucks tham quan Singapore 3 ngy, tham
d l hi thng nin Starbucks Singapore

Media
Cc hnh thc qung b cho cuc thi
a thng tin, to topic trn fanpage
Lp trang chnh thc ca cuc thi trn website
ca Starbucks Vit Nam
Treo banner trn cc trang in t
t frame qung co trong thang my ta nh
vn phng, ti trung tm thng mi.

Money
Chi ph dnh cho t chc: 400 triu
Chi ph t chc trao gii:
Chi ph khch mi ni ting: 100 triu
Chi ph t chc nhn s, thit k sn khu, thu
dng c, di chuyn: 100 triu

Chi ph gii thng: 200 triu

Money
Chi ph qung co: 310 triu
Thi gian

Phng tin

S lng

V tr

Thnh tin

2 tun u
Banner trn
(1/11/2012website
15/11/2012)

10 banner
trn 10
website

Top banner
trn trang
ch

240 triu

Frame trong
1 thng u
ta nh,
(11/2012)
trung tm
thng mi

6 ta nh
ln (3 ta
nh/ thnh
ph)

Thang my,
hnh lang

70 triu

Money
Tng chi ph: 710 triu
Chi ph phng nga ri ro: 90 triu
Tng: 800 triu

Measurement
Lng comment, like trn fanpage
Lng ngi truy cp, ng k ti khon v bnh
chn trn website chnh thc
Lng ngi truy cp cc website ng banner
Lng ngi qua li ti cc ta nh, trung tm
thng mi
Lng ngi tham gia thi
Cc bo v bi bo vit v cuc thi, s kin trao
gii v ngi thng cuc.