Mc lc:

Li m u.01
Phn I: Gii thiu cng tyPepsico.02
I, C s hnh thnh....02
II, Sn phm hin c 03
Phn II:Gii thiu sn phm.... 04
I, Sn phm mi.....04
II, iu tra khch hng..04
III, Kt qu iu tra...................07
Phn III, xut thc hin:..09
I, Sn phm...09
II, Gi c....12
III,Phn phi..13
IV, Xctin....16
V, nh gi hiu qu.....19
Kt lun..21

Li m u:
T xa n nay, mi ln t tp bn b, trn bn n ca ngi Vit khng
th thiu chn ru cay v n tr thnh tro lu. Th nhng, ru Vit
ch dnh cho n ng, n c v cay, nng v kh cho ph n c th cng
ung v chia vui. Hay nh tng lp tr m c bit l sinh vin,nhiu ngi
tu lng cha tt nn nu dung loi ru mnh nu t np s d say. Chnh
v th, m mi ba tic sinh vin, thng ch ung nc ngt hoc c t men
th l ung bia, nhng bia cng ch ung c t v n d gy no bng.
Trong cc cuc vui c nam v n, mun ung mt loi g y khng qu
nng nh ru nhng cng khng d no nh bia, c hai phi u c th
thng thc. Nm bt c nhu cu ca nhng ngi c tu lng khng
tt, Pepsico ln tng cho ra i mt loi ru hoa qu nhm thu ht
tng lp tr( c nam v n). Cm chai ru trn tay cc bn c th ung m
khng s qu say v % nng cn thp, dnh cho c nam v n.. Loi sn
phm ny c th khng mi trn th gii nhng n rt mi Vit Nam. C
th do nhng yu t v phong tc tp qun, vn ha x hi, n ng lm ch
gia nh, nhng ngy nay ngi ph n rt c ting ni trong x hi. Vic
giao lu, gp mt ung ru ca ph n Vit khng cn xa l v chnh
vy sn phm Ru hoa qu PepCo s thay ph n ni iu mun ni. Sn
phm dnh ring cho phi p, ung ru m khng lm nh hng n sc
p, ung ru m s khng b gc ngay trn bn ru, tht s rt cn thit
cho ngi tu lng khng tt. Bi lun Nghin cu v pht trin loi
ru hoa qu ca cng ty Pepsico s thu thp kin khch hng qua cc
phng php iu tra c nhng thng tin cn thit cho vic sn xut loi
ru hoa qu PepCo.
1

Phn I: Gii thiu cng ty Pepsico Vit Nam

I, C s hnh thnh
- 24/12/1991 Cng ty Nc gii kht Quc t (IBC) c thnh lp do lin
doanh gia SP.Co v Marcondray-Singapore vi t l vn gp 50% - 50%.
- 1994: M b cm vn vi Vit Nam.
PCI c thnh lp vi 2 nhn hiu: Pepsi v 7Up.Lin doanh vi s vn
gp ca PI l 30%.
- 1998 PI mua 97% c phn, SPCo 3%, tng vn u t ln 110 triu la.
- 2003 PepsiCola Global Investment mua 3% cn li, i tn thnh Cng ty
Nc gii kht Quc t PepsiCo Vit Nam. C thm cc nhn hiu:
Aquafina, Sting, Twister, Lipton Ice Tea.
- 2005 Chnh thc tr thnh cng ty c th phn v nc gii kht ln nht
Vit Nam.
- 2006 Tung ra sn phm Foods u tin (Snack Poca)
- 2007 Pht trin thm ngnh hng sa u nnh.
- 2008 Khnh thnh nh my sn xut thc phm ng gi ti Bnh Dng.
Tung sn phm Snack Poca Khoai Ty Cao Cp, c ch bin ct lt t
nhng c khoai ty ti nguyn cht c trng ti Lm ng
PepsiCo l cng ty ton cu, kinh doanh nc gii kht v thc phm
hot ng kinh doanh trn 100 nm nay.
PepsiCo cung cp nhng sn phm p ng nhu cu v s thch a dng ca
ngi tiu dng, t nhng sn phm mang ti s vui nhn, nng ng cho
n nhng sn phm c li cho sc khe v li sng lnh mnh.
Tr s chnh PepsiCo c t ti Purchase, New York, khong 45 pht
ng b t Thnh ph New York.
2

S mnh PepsiCo ra l: Tr thnh cng ty hng u v sn xut hng

tiu dng, tp trung ch yu vo thc phm tin dng v nc gii kht.
Chng ti khng ngng tm kim v to ra cc hiu qu ti chnh lnh mnh
cho cc nh u t, to c hi pht trin v em li nhiu li ch kinh t cho
nhn vin, cc i tc kinh doanh v cng ng ni chng ti hot ng.
Chng ti lun phn u hot ng trn c s trung thc, cng bng v
chnh trc trong mi hnh ng ca mnh.
Tr s chnh: tng 5, cao c Sheraton, Si Gn, 88 ng Khi Qun 1
Thnh ph H Ch Minh
Tel: 08488219437
Fax: 08488219436
Website: www.pepsiword.com.vn
II, Sn phm hin c
-

Ngy nay, Pepsi ang tr nn ph bin hn bao gi ht. Theo kho st th

c trong bn sn phm nc ung c ga c bn trn th gii th c mt
sn phm ca Pepsi, tng cng l mt ngy Pepsi bn c hn 200 triu
sn phm v con s ny cn tip tc tng. Tnh trn ton th gii th khch
hng chi khong 32 t la cho cc mt hng nc gii kht ca Pepsi-Cola.
Hng nm, mt ngi tiu dng M ung khong 55 ga-lng nc c ga,
iu khin cho M tr thnh quc gia c lng tiu th nc gii kht ln
nht th gii. Cc sn phm ca dng nc gii kht c ga thng hiu
Pepsi c bn ton cu gm c Pepsi, Pepsi Diet, Pepsi ONE, Pepsi Max,
Pepsi LemonNgoi ra, M cn c sn phm Wild Cherry Pepsi

V hng v v kiu dng:PEPSICO tng thc hin quyt sch v ci

thin khu v v thit k li kiu dng chai thu tinh. Vi sn phm ch lc
l Pepsi Cola, Pepsi nghin cu v cho ra i cc sn phm cng l nc
3

gii kht c ga v mang thng hiu Pepsi nhng c cc thnh phn, tnh
nng v hng v khc nh Pepsi dnh cho ngi n king Pepsi Diet, Pepsi
Lemon, Pepsi Xanh, Pepsi One. Chng hn, chai to hn (c cm gic b
ngoi nh vy), nc ung cng ngt m hn. iu ny ph hp vi
tm l tiu dng ca ngi Vit Nam.
-

V mu sc, ng h cc n lc trong th chin th 2, Pepsi thay i

mu sc ca np chai t mu xanh l cy thnh 3 mu , trng v xanh
dng.

Phn II: Gii thiu sn phm

I, Sn phm mi:
Trong cc ba tic, nhng ngi c tu lng tt thng thch dng
nhng loi ru bia mnh th cu hi t ra y l nhng ngi tr, ph
n tu lng khng tt, h s dng sn phm g?
Nm bt c nhu cu ung ru trong cc bui lin hoan cho c nam v
n, loi ru hoa qu dnh cho c n ng v n b ra i, tp trung ch
yu vo tng lp tr v ph n vn phng. Trc khi ra mt sn phm, cng
ty s dng cc phng php iu tra tm hiu v th hiu vi khch hng
v nhng c im ca mt loi ru hoa qu cn c? V cn lm nhng g
c th xc tin, thm nhp th trng vi mt loi sn phm mi trn th
trng.
II,iu tra khch hng:
Sn phm ca nhm hng n l loi ru hoa qu loi nh ginh cho
ph n v i tng tr, sinh vin
Nhm tin hng nghin cu , iu tra nhn bit phn ng ca khch hng
v a ra chin lc marketing ph hp nhm nng cao hn na nhu cu
tiu dung ca sn phm
4

Phng php thu thp d liu: Nhm tin hnh thc hin thu thp d liu
bng
phng php Phng vn c nhn c s dng bng hi
Trnh t xc nh vic phi lm nh sau:
Xc nh mc tiu nghin cu
Xc nh i tng nghin cu
Thit k bng hi ph hp
Tip cn i tng v tin hnh iu tra bng bng hi v tin hnh iu tra
trn 1 s i tng l sinh vin v ph n.
Phiu kho st ny s c cc nhn vin ca cng ty pht trc tip ti cc
i tng l lp tr, sinh vin, ph n vn phng trng hc, cng ty
Khi hon thnh phiu mua hng ny, bn s c mt phiu qu tng tr gi
mt chai nc gii kht bt k trong chui sn phm phn phi ca cng ty
Pepsi.

A.
B.
A.
B.
C.

A.
B.
C.
A.
B.
C.

Phiu kho st kin ca khch hng v sn phm

(Bn vui lng ch nh du vo 01 ph hp nht vi kin ca mnh)
Phn I: Thng tin c nhn
Cu 1: Gii tnh:
Nam
N
Cu 2: Bn tui no
T 18 n 24 tui
T 25 n 40 tui
T 40 n 60 tui
( Nu trong cc tui trn th lm cc cu tip theo)
Cu 3: Ngh nghip hin nay:
Sinh vin
Nhn vin vn phng
Cng nhn
Cu 4: Mc chi tiu trung bnh mt thng
Di 1 triu
T 1 n 2 triu
T 2 n 3 triu
5

D.

Trn 3 triu

Phn II: iu tra sn phm:

A.
B.

A.
C.

A.
B.
C.
A.
C.

A.
B.
C.

A.
B.
C.
A.
B.
A.
B.
C.
A.
C.

Cu 5: Bn ung ru bia bao nhiu ln mt tun?

Mt ln
B.
Hai ln
Thnh thong trong nhng dp c bit D.
Thng xuyn
Cu 6: Bn s dng ru trong nhng dp no?( c th chn nhiu p
n)
L tt
B.
Tic
Hng ngy
C.
Dp khuyn mi
Cu 7: Anh/ch chn mua ru vi mc ch g? ( c th chn nhiu p
n)
Ung
Biu, tng
Mc khc
Cu 8: Bn thch loi ru no sau y?
Ru np nguyn gc
B.
Ru vang
Ru ngoi
D.
Khc
Cu 9:Nu by gi c mt loi ru nng cn thp, hng v hoa qu
bn c mua dng khng?
C
Khng
Xem xt
Cu 10: Bn hy tng tng nu ung mt loi ru hoa qu, bn s
thch hng v nh th no?
V ru l chnh
V hoa qu l chnh
V hn hp hi ngt nhng khng qu nng
Cu 11: Bn thch kiu dng chai ru nh th no?
350ml, nh gn, d cm
C.
Loi to 1,5 rt ra cc
500ml loi tng i
D.
Tt c
Cu 12: Bn thch chai ru c mu sc nh th no
Mu sc c trng ring
Nhiu mu
Khng quan trng
Cu 13: Bn thch chai ru lm bng vt liu g?
Nha
B.
Nhm
Thy tinh
D.
Khng quan trn
Cu 14: Bn s mua dng ru hoa qu mc gi no (loi 350ml)?
6

A.
B.
C.

A.
B.
C.
A.
C.

A.
C.
A.
C.

20.000
25.000 n 30.000
40.000
Cu 15: Nu tng lai gi PepCo lon 350 ml tng thm 2000 ng/1 lon,
bn c sn sng mua sn phm khng?
C
Khng
Xem xt
Cu 16: Bn hay mua ru u?
Siu th
B.
i l
Ca hng bn l
D.
Qun nhu
Cu 17: Bn thch khuyn mi g khi mua Ru hoa qu ca cng ty
PepsiCo:
Tng thm ru
B. Gim gi 5% khi mua c thng
Bc thm trng thng
D. Tng o phng
Cu 18: Bn thng xem cc qung co u?(c th chn nhiu p n)
Tivi
B.
Internet
Bo, tp ch
D.
T ri, p phch
Cu 19.Khi chn mua sn phm ru hoa qu ca PepSi, bn quan tm
n:
khng
hi
thng
rt
quan
quan
quan
quan
quan
tm
tm
tm
tm
tm
Cht lng
Kiu dng,
mu sc
Gi c
Khuyn mi
Thng hiu
Thun tin
ni mua
III,Kt qu nghin cu :
Kt qu bng cu hi
S mu: 100 ngi
i tng: ph n v sinh vin
7

p n B
70
36
36

p n C

Cu 1
Cu 2
Cu 3

p n A
30
55
40

Cu 4
Cu 5
Cu 6
Cu 7
Cu 8
Cu 9
Cu 10
Cu 11
Cu 12
Cu13
Cu 14
Cu 15
Cu 16
Cu 17
Cu 18

3
10
100
100
5
60
24
18
10
18
56
44
18
30
70

45
34
68
38
39
20
28
17
70
1
32
7
21
45
50

32
48
10
6
22
20
48
31
30
6
12
49
38
5
10

p n D

9
24
20
8
70
34

66
75

23
10
20

Cu 19 :
khng
quan
tm

hi
quan
tm

quan
tm

Cht lng
Kiu dng,
mu sc

30%

Gi c

34%

50%

Thun tin
ni mua

3%

rt quan
tm

88%

12%

28%

Khuyn mi
Thng hiu

thng
quan
tm

8%
38%

12%

66%

34%

86%

11%
90%

10%
8

Phn 3 : xut thc hin

I.Sn phm
iu tra v tn s s dng ru bao nhiu ln trn tun cho chng ta
mt s nh hng cn thit trong vic pht trin dng sn phm mi ru
hoa qu ny, c 48% ngi ung ru trong cc dp c bit nh ngy l,
sinh nht, hi hp, lin hoan y l du hiu tt sn xut loi ru nh
khng gy nh hng xu n sc khe con ngi.
Vi mc ch mua ru l ung( 100% ngi chn kt qu ny) nn
cng ty s khng qu ch trng v hnh thc sang trng a i biu, tng.
ng thi nghin cu rng, khch hng ca mnh ang thch s dng loi
ru no trn th trng hin nay:
Vi nhng ngi lm phiu iu tra ca nhm l sinh vin v ph n l
chnh th h thch nht l ru vang c nng cn nh v mt s loi ru
khc. Nm bt c s thch y cng ty s to sn phm c nhng u th
cnh tranh nht nh:v hng v, kiu dng, mu sc Phiu iu tra
t ra cu hi l nu c mt loi ru c v hoa qu nng cn thp, bn
c mua khng? Kt qu thu c nh sau:

Quyt nh mua ru hoa qu

C
Khng
Xem xt

Nh vy 60% c quyt nh s mua ru, cng ty s cn c nhng chin

dch xc tin c th tng con s ny ln.
Ngoi ra cu 19, iu tra c rng a s ngi mua hng quan tm ti
thng hiu chim t l ln, 86% ngi quan tm, 11% ngi rt quan tm
v ch c 3% ngi khng quan tm n thng hiu. iu cho thy hnh
nh thng hiu chim vai tr quan trng trong vic sn phm c thnh cng
trn th trng hay khng.
V sn phm mi Ru hoa qu PepCo c nng cn thp 5 - 8 ,
hn hp c kt hp t hai loi ru tr ln, hoc c pha trn vi soft
drinks ( thc ung khng ga, hoc nc ung tri cy),... theo mt cng thc
c tnh quy nh tng i, v v y c xem l thc ung kh dinh dng
v mang y tnh ngh thut cho nn cch pha ch PepCo cng i hi y
cht cm tnh, ch khng phi mang cng thc cng nhc.
* Quy trnh chung sn xut ru:
a. Phng php chng ct :
- Dung dch ng ln men c un nng tch ru nh hin tng
ru bay hi nhit thp hn nc
- Thc hin phng php dng ct chng ct lin tc ru rt tinh khit
c th v chai ngay khng cn nhng thiu mi v c trng. Phng php
ny rt kinh t v c dng sn xut quy m ln.
b. Phng php ru :
- PepCo c trong thng g si, ru hp th mi v g v tip xc vi
khng kh lm ci thin tnh cht, tr nn du, m v d ung
c. Phng php pha trn :
- Trn hai hay nhiu ru cng chng loi vi cc loi nc p hoa qu khc
nhau to mi v d chu v c nhiu s la chn cho khch hng.
10

V mt hnh thc s da trn kin thu thp c t pha khch hng v

hnh thc chung ca cc sn phm Pepsi, tr trung, nng ng bt mt

Mu sc

Kch thc chai

350ml, nh gn,
d cm

Mu sc c
trng ring

500ml loi
tng i

Nhiu mu

Loi to 1,5 n
2l rt ra cc

Khng quan
trng

Tt c

T phiu iu tra, PepCo s ra i vi nhiu hnh dng chai v kch c khc

nhau,vi nhiu mu sc ring bit, mi loi hoa qu l mt mu ru khc
nhau. Cn v cht liu bao b ng gi th cu hi iu tra s 13, c 76%
khng quan trng v loi cht liu l nhm, thy tinh hay nha nn cng ty
s chn loi nha c th tit kim chi ph, h gi thnh sn phm.
V hng v, vi mt loi ru hoa qu, ngi ung s thch cm nhn v
ru nhiu hn hay thch v ngt li ca hoa qu hn, theo cu hi s 10 :

Hng v ru
V ru l chnh

Theo s thch khch hng,

PepCo s c hng v hn hp
ngt nhng khng qu nng.
Tuy nhin v l sn phm ru

V hoa qu l
chnh
V hn hp ngt
nhng khng
qu nng

nn cng ty s rt ch pht
trin thm cc loi ru c
mi

ru

chnh

(chim24%)

11

II, Gi c :
Gi bn l chi ph khch hng phi b ra i ly sn phm hay dch v
ca nh cung cp. N c xc nh bi mt s yu t trong c th phn,
cnh tranh, chi ph nguyn liu, nhn dng sn phm v gi tr cm nhn ca
khch hng vi sn phm. Vic nh gi trong mt mi trng cnh tranh
khng nhng v cng quan trng m cn mang tnh thch thc. Nu t gi
qu thp, nh cung cp s phi tng s lng bn trn n v sn phm theo
chi ph c li nhun. Nu t gi qu cao, khch hng s dn chuyn sang
i th cnh tranh. Quyt nh v gi bao gm im gi, gi nim yt, chit
khu, thi k thanh ton,
Theo iu tra, khch hng sn sng b ra bao nhiu tin mua sn phm
mi ny ca Pepsi:

Gi mua vi loi chai 350ml

12%

32%

25000
56%

27.000 n 30.000
40000

Ngi tiu dng phn ln la chn mc gi 25.000/chai, tuy nhin tnh

ton v chi ph v cc loi ph ph, cng ty sn phm PepCo vi mc gi
29.000 vi chai 350ml, 42.000/ chai 500ml.

12

Cng ty cng t ra cu hi, nu sau ny khi a ra th trng c du hiu

tt, mun tng gi ln 2000/chai 350mlth khch hng c chp nhn hay
khng?

Nu tng gi, khch hng quyt nh

mua?
C
44%

49%

Khng
Xem xt

7%

Khch hng s vn mua hoc xem xt mua sn phm khi tng gi vi t l

ln( 93%), tnh kh thi ca d n cao. Trng hp 49% ngi xem xt l
h ang da vo cht lng sn phm s nh th no? c tha mn c nhu
cu ca h hay khng. Mc tng gi mt vi nghn s khng lm nh hng
my n sc mua ca ngi tiu dung.
PepSi a ra mc gi cnh tranh ny, n s khng chnh lc my so vi cc
sn phm ru cng dung tch khc, ng thi m bo c yu t gi r,
ph hp vi khch hng mc tiu l sinh vin, nhng ngi tr.
III,Knh phn phi:
Ngy nay hu ht nhng ngi sn xut u cung cp sn phm ca mnh
cho th trng thng qua cc trung gian phn phi. Nhng trung gian phn
phi hp thnh mt h thng knh phn phi (cn c gi l knh
marketing hay knh thng mi).Knh phn phi l tp hp nhng c nhn
13

hay nhng c s kinh doanh ph thuc ln nhau lin quan n qu trnh to

ra v chuyn sn phm hay dch v t ngi sn xut n ngi tiu dng.
C nhiu l do nhng ngi sn xut sn chuyn giao mt phn cng vic
tiu th cho nhng ngi trung gian phn phi. Vic chuyn giao ny cng
c ngha l t b mt s quyn kim sot i vi sn phm dc bn nh th
no v bn cho ai. Tuy nhin , vic bn sn phm ca mnh qua trung gian
em li cho nh sn xut nhiu li th.
- Khi s dng cc trung gian phn phi, khi lng bn s tng hn do m
bo c vic phn phi rng khp v a c sn phm n cc th trng
mc tiu mt cch nhanh chng.
- Vic marketing trc tip c th i hi nhiu nh sn xut tr thnh ngi
trung gian bn cc sn phm b sung ca nhng nh sn xut khc t c
vic tit kim nh phn phi i tr. Ngay c khi ngi sn xut c iu
kin thit lp ring knh phn phi ca mnh, nhng c kh nng t nhiu
li nhun hn bng cch tng thm vn u t vo hot ng kinh doanh chnh
ca mnh, th h vn la chn cch phn phi sn phm thng qua cc trung
gian. Nu mt doanh nghip t c t sut li nhun l 20% t vic sn xut,
v ch c th t t sut li nhun 10% t vic phn phi, th h s khng m
nhn vic bn l sn phm.
bng cu hi, cng ty iu tra c nhng a im mua hng ca
cc khch hng: siu th, ca hng, qun nhu Cng ty s da trn cc s
liu y c cc knh phn phi hiu qu nht nhm m bo doanh s
bn hng:

14

a im mua hng
15%

26%

21%

Siu th
i l
Ca hng bn l

38%

Qun nhu

C th thy rng, khch hng ch yu mua cc ca hng bn l v siu th

th t nht. Nh vy, vi sn phm ru th khch hng s hay mua trong cc
ca hng bn l. Tuy nhin cn ch vo cc qun nhu, y s lng tiu
th s rt ln. Nu cng ty cung ng lun cho qun nhu th s khng mt
thm mt trung gian l i l s lm gim c chi ph bn hng xung.
Phn phi sn phm ny phm vi c nc s da vo chui siu th bn
hng, sn phm s n tay ngi tiu dng vi quy m ln hn, v phn no
nng cao c v th ca sn phm.
Pepsi c mt knh phn phi rt hon ho trn th trng nn sn phm
mi ra mt s khng c kh khn g trong vic phn phi. Tuy nhin, cng
ty cn tm cch a sn phm n tay ngi tiu dng mt cch d dng
nht, hiu qu nht. V theo nh cu hi tng hp 19, thun tin ni mua c
n 90% ngi thng quan tm v 10% ngi rt quan tm. Thch sn
phm l mt chuyn, mua sn phm hay khng li l mt chuyn bao gm
nhiu nhn t nh hng. M vic thun tin khi mua hng, ch y mua c
gn khng, c nhanh khng li c quan tm rt nhiu v l yu t quan
15

trng nht trong vic quyt nh mua ca khch hng. Chnh v th, ngoi
chui ca hng phn phi ln mnh l siu th, i l cp 1, cng ty s ch
n cc ca hng bn l, cc i l cp 2, 3, cc khu ch.
Ngy nay, khi thng mi in t cng pht trin, cng ty c th phn phi
sn phm qua h thng bn hng online, sn phm s n tay ngi tiu
dng tin li nht ( th hiu khch hng v quyt nh mua).
xut cho sn phm PepCo c im mi l trn th trng:
Mi sn phm ru mang mt loi hng v hoa qu khc nhau s c nhng
ngha ring:
+ Du m cho tnh yu : ginh cho nhng bn tr, nhng cp tnh nhn
+ Lu hnh phc bn gia nh: ba tic gia nh m p, mi ngi cng
ung PepCo lu
+ o th hin thng tin
+ To cho s ph qu
+ Bi may mn trn y
IV, Chng trnh xc tin:
H tr bn hng l tt c cc hot ng nhm m bo rng khch hng
nhn bit v sn phm hay dch v ca bn, c n tng tt v chng v thc
hin giao dch mua bn tht s. Nhng hot ng ny bao gm qung co,
catalog, quan h cng chng v bn l, c th l qung co trn truyn hnh,
i pht thanh, bo ch, cc bng thng bo, a sn phm vo phim nh, ti
tr cho cc chng trnh truyn hnh v cc knh pht thanh c ng o
cng chng theo di, ti tr cho cc chng trnh dnh cho khch hng thn
thit, bn hng qua in thoi, bn hng qua th trc tip, gii thiu sn
phm tn nh, gi catalog cho khch hng, quan h cng chng..Trong thi
bui kinh t th trng ang pht trin mnh m, lm cho mt doanh
16

nghip sng st v vng mnh l mt iu v cng kh khn. N i hi

nhng ngi lnh o khng ch mt u c tnh ton, mt tr phn on
thin ti m cn l s quyt on. Trong mt tch tc no , thay i kp
thi s mang li cho ta tt c hoc khng g ht. V trong s thnh bi ca
mt doanh nghip th nhng k hoch marketing s dn ng cho chng ta
tin n thnh cng. N c th a ta n nh cao hoc dm ta xung tn
y trong thi bui cnh tranh khc lit ny. Chnh v vy m mi doanh
nghip u c gng tm kim cho mnh mt chin lc, k hoch marketing
ph hp. V k hoch xc tin bn hng l mt phn ct li lm nn thnh
cng ca doanh nghip.
Mc tiu xc tin: bn ca pepsico cho sn phm ru cho tt c mi ngi
*Qung co:
- Hin ti, hot ng qung co ca cng ty ang c thc hin rt hiu
qu, do , trong thi gian ti cng ty s vn gi nguyn chi ph cho qung
co khong trn 8 triu USD/nm trn mi phng tin:
- In n (t ri, Poster, banrondn ti cc i l, ca hng phn phi, h gia
nh kinh doanh nh l).
- Qung co trn truyn hnh, bo, i, bin qung co ngoi tri, trn cc
phng tin giao thng cng cng, truyn thng trc tuyn
Tn sut v cc phng tin s dng cho qung co, ni dung qung
co cn thay i nhm to s mi l ng thi ph hp vi tng giai on
pht trin ca sn phm trn th trng, kch thch ngi tiu dng s dng
sn phm.
Hu ht cc thng ip qung co u tn ti mt a im trong khong
thi gian di. Tn s xut hin cao thng xuyn em li mt lng khch
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hng tim nng khng nh, gip cng c thng hiu, tn tui DN. Thng
ip phi ngn gn v khch hng thng i lt qua.Tuy nhin, i tng
nhn thy thng ch gii hn trong nhng ngi c vic i ngang qua khu
vc y.
Theo iu tra khch hng, cu s 18 c n 80% ngi thng xem qung
co trn tivi nn cng ty s tp trung qung co y, tuy chi ph qung co
c th cao nhng li rt hiu qu. Bc u ra mt sn phm s vo cc
thng gn gip tt c th tiu th c s lng ln cho l tt, tic tng.
ng thi, qung co nhng loi ru c trng c ngha trong tnh yu,
gia nh, thnh t to thnh mt tro lu ung ru PepCo
*Khuyn mi: Khuyn mi(sales promotion) bao gm rt nhiu cng c c
ng nhm kch thch th trng p ng mnh hn v nhanh chng hn.
Nhng cng c ny l kch thch khch hng (tng hng mu, phiu thng, tr
li tin, bn i h gi, phn thng, t chc cuc thi, phiu tng hng, trnh
din) kch thch thng mi(tr cp mua, qu min ph, tr cp bng hng,
qung co hp tc, thi ua doanh s cc i l) v kch thch nhn vin bn
hng (tin thng, thi ua, so snh doanh s). Hu ht cc doanh nghip sn
xut, phn phi, bn l, t hp thng mi u s dng nhng cng c khuyn
mi. C nhiu yu t gp phn lm cho vic khuyn mi tng ln mnh m,
nht l trong th trng hng tiu dng. Cc ban lnh o hin nay nhn
nhn khuyn mi l mt cng c hu hiu, nhiu nh qun tr sn phm
c php s dng cc cng c khuyn mi v h chu p lc phi tng doanh
s ln. Nhng yu t khc l: s lng nhn hiu sn phm tng ln, cc i
th cnh tranh qung co nhiu hn, cc trung gian phn phi gy p lc i
vi ngi sn xut nhiu hn, hiu nng qung co suy gim v chi ph qung
co cao, c nhiu ngi cng s dng mt knh truyn thng v.v ...
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Khi c hi v hnh thc khch hng, cng ty c c kt qu nh sau:

66% khch hng thng quan tm n khuyn mi v c 34% khch hng rt
quan tm. iu ny cho thy xc tin bn bng khuyn mi l hon ton cn
thit v cng ty s xem xt cc hnh thc khuyn mi c hiu qu cao nht:

Khuyn mi

6%

11%
33%
Tng thm ru
Gim gi 5% khi mua c thng
50%

Bc thm trng thng

Tng o phng

C th thy rng khch hng thch nht l c gim gi 5% khi mua c thng(
chim 50%) v tng thm ru 33%. Bc u ra mt cng ty s la chn hnh
thc khuyn mi Gim gi 5% khi mua c thng tng doanh s bn, ng
thi xy dng hnh nh sn phm mi.
V, nh gi hiu qu:
nh gi Doanh s bn hng ca sn phm PepCo thy c hiu qu
ca cc hot ng marketing. Da vo hnh nh thng hiu m PepsiCo
xy dng trong nhiu nm qua, hy vng s c tn hiu tt t pha khch hng
i vi loi ung mi ny. Vi sn phm mang tnh mi l ny trn th
trng Vit Nam, Ru hoa qu nh mt thc ung gii kht rt kh thi
v c kh nng s thay th c nhng mt hng khc trong cc bui t tp,
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lin hoan. V l nh vo phn khc khc vi cc sn phm ru mnh trn

th trng nn PepCo s khng b bt nt m s mt mnh mt sn. Ngoi
ra, vi mc gi xut bnh dn nh vy, PepCo s tr thnh mt i th
cnh tranh mi c trn th trng nc gii kht v th trng ru.

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Kt lun
Bng phng php iu tra khch hng qua bng hi l mt phng php c,
truyn thng nhng hiu qu li rt cao. chnh l nhng thng tin quan
trng trong vic pht trin mt loi sn phm mi: cn hnh thc cht lng
nh th no? gi c ra sao? Qung co th no l hiu qu? Khuyn mi ra sao
l hp l. bng cu hi s th hin y nhng thng tin v ngi lm
marketing s da vo y c nhng chin lc c th. Ring sn phm mi
PepCo tuy ch nh vo phn khc khch hng tr v ch yu l ph n nhng
li l phn khc c s lng khch hng tng i ln. Chnh v vy m Pepsi
nn lm tt cc cng tc xc tin bn sn phm bng tip th, truyn thng m
rng nng cao tm nh hng ca PepCo n ngi tiu dng. Mc d, c
nhng loi ru ginh ring cho phi p thng thc nhng gi c li cao v
thng ch dng trong nhng ba tic sang trng ca cc qu b. Pepsi hng
n th trng m, bnh dn hn nhng vn rt cht lng v thu ht khch
hng. Bi lun ca chng em cn nhiu thiu st mong thy nhn xt, sa cha
v b sung thm.
Xin cm n!

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