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PHN TCH TVC NUTIFOOD

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Mc lc

TNG QUAN V CNG TY SA NUTIFOOD

NH GI TVC CA NUTIFOOD

MT S KIN NGH

1. Tng quan v Nutifood

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Cng ty CP Thc phm Dinh dng


ng Tm
29/03/2000

1.1 Lch s hnh thnh & pht trin

Bt dinh
dng n dm

Sa bt
dinh dng

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Thc phm dinh


dng cao nng
lng
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Cc thnh tu t c

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1. 2 Khch hng mc tiu

Cc bc cha m ang nui con nh, h c


tui dao ng 25-40, thu nhp: trung
bnh kh
- Nhu cu: sn phm dinh dng hiu qu
cho con
- Tnh cch: Thng yu con mnh, coi tiu
ch sa tt cho tr l quan trng nht.

c im hnh vi mua hng

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Ni mua: cc im bn l: siu th, tp ha


Mc mua: thng xuyn, nh k
Khi lng mua: Va v ln
Mc trung thnh vi thng hiu no :
Khng chuyn i sn phm thng xuyn,
nhng khng trung thnh lu di m c th thay
i kin v dng th n chuyn sang dng
loi sn phm khc.

Cc yu t nh hng n quyt nh mua

Cc thng hiu ngh


n u tin
Cm nhn c nhn

BN TRONG

Nim tin

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Cc thng hiu ngh n u tin

Top of mind l hiu ng phi to dng bng uy


tn sn phm v qu trnh marketing lu di
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Cm nhn c nhn

Cm nhn ny t thn khch hng hnh


dung thng qua tri nghim, chnh xc
tng i ch khng tuyt i
Marketing c th ng gp hiu qu bng
cch truyn thng ip nhn mnh gi tr
ct li, c trng nht ca sn phm.

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Nim tin

C nhiu nim tin khc nhau ty c im


tng ngi hoc cng ng nh h sinh
sng
Marketing c th can thip pht huy
th mnh ca mnh, v d: sa Vit Nam
th nhn mnh: hng Vit Nam an ton,
cht lng cao,...

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Cc yu t nh hng n quyt nh mua

Truyn thng

Tng tc c nhn

BN NGOI

a im bn

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Truyn thng

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Qung co, cc cm nang


hng dn chm sc tr
qua sch bo - Internet,
cc thng tin t th trng
TVC l mt phng tin
hiu qu cho cc nh
truyn thng th hin n
khch hng mc tiu
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Tng tc c nhn

Tham kho kin t bn b, ngi thn,


ngi quen...
Knh ny khng th tip cn trc tip
c, m phi tn dng cc yu t khc
c s phn hi tch cc ca nhiu
khch hng.

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im bn l
Nhn vin t vn ngnh
hng ti cc siu th,
nhn vin bn hng
cc tim nh l, thng
tin chng trnh khuyn
mi trng by ti im
bn...

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KT LUN

Nhim v ca marketing l thit k i ng nhn


vin t vn hiu qu, o to cho i ng bn
hng.
i vi phng thc qung co bng TVC th
Nutifood cn la chn hnh nh ph hp ca on
TVC, chiu TVC trn TV trong siu th, pht on
nhc hiu, m thanh trong h thng m thanh ca
im bn... nhm khc ha li, nhc nh v thng
ip TVC thc hin.

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2. nh gi TVC ca Nutifood

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nh gi cc tng qung co mt
cch khch quan v khoa hc, khng mang
tnh ch quan hoc thnh kin c nhn, ta
da vo 10 nguyn tc c qung co hay
di y:

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Qung co tp trung vo 1 tng ln

Ha hn nhng im khc bit so vi i th

Li cun khch hng mc tiu

Thit lp/pht trin mi quan h vi ngi tiu dng

ng tin cy trung thc


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Qung co n gin & r rng

Hp nht tn nhn hng vi tng ln

Tn dng li th truyn thng ti vi

tng qung co c th pht trin thnh chin dch

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Gip xy dng c tnh ca thng hiu


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2.2 Ni dung TVC ca Nutifood

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2.3 Nhng im thnh cng trong TVC ca Nutifood

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Qung co tp trung vo mt tng ln:


To ra nhiu cm xc su lng do cp du dng v
tnh mu t trong cu chuyn k v v bc s dinh dng
l sng lp vin ca NutiFood
Thuyt phc ngi tiu dng c nim tin vo i ng
chuyn gia dinh dng ca cng ty d 100% l Vit
Nam
Thng ip Trc khi l mt chuyn gia, chng ti
nhn cuc sng bng tri tim ca ngi lm cha, lm
m.

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Qung co c nhng im khc bit v thit lp mi quan


h vi ngi tiu dng:
nh trng tm l ngi tiu dng l nhng bc lm
cha, lm m
H cm thy s thn thit khi Nutifood cng chnh l h,
l cha m mang n cho con ci nhng iu tt nht.
y cng l im khc bit ni tri m Nutifood lm
c so vi cc i th khc

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Qung co ng tin cy c
v trung thc, r rng v n
gin
Qung co c da trn
cu chuyn c tht, nn
tnh trung thc- ng tin
cy l rt cao
c th hin logic mt
cch r rng v d hiu

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Qung co phi hp nht tn nhn hng vi


tng ln:
Lun nhn mnh v vn dinh dng trong
mi qung co
slogan ca Nutifood cng l gii php dinh
dng chuyn gia. N cng lun c xut
hin cui mi qung co

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Tn dng li th ca loi hnh truyn thng ti vi:


C kch bn hay, l mt story telling- mt loi
hnh qung co hp dn thu ht ngi xem nht
Cc hnh nh, m thanh c cm xc, ly c
s xc ng ca khch hng

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tng qung co c th pht trin thnh chin


dch v qung co phi gip xy dng c c
tnh thng hiu:
Tt c u nhn mnh vo yu t dinh dng
v tm nim trc khi l mt chuyn gia, chng
ti nhn cuc sng vi tri tim ca nhng ngi
lm cha, lm m
Thy c r c tnh thng hiu, lun hot
ng vi mc tiu tr thnh gii php dinh
dng chuyn gia tt nht
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2.4 Nhng im hn ch trong TVC ca Nutifood

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Cha tht s li cun v hp dn


Qung co ca Nutifood vn cha gy n
tng su sc trong tm tr khch hng

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Kt lun

TVC ca Nutifood mang tnh nhn vn su


sc, lun hng ti cng ng, ng vi s
mnh m Nutifood t ra. TVC nh
trng tm l ca bc lm cha, lm m, lun
lun mong mun em li cho con ci ca
mnh nhng iu tt p nht, gip con
pht trin ton din v vui khe mi ngy.

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3. Mt s kin ngh

nh gi chung:
Nutifood dn khng nh c ch ng
vng chc trong tm tr khch hng, mang
n s chm sc ton din v nim tin t
nhng ngi lm cha m. TVC ca Nutifood
truyn ti thng ip mt cch kh r
rng v chnh xc.

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3. Mt s kin ngh
Cc i th ng gm
nh Vinamilk, Dutch
Lady lun tung ra
nhng chiu thc
marketing mi th
Nutifood nn u t
hn na vo cc
chin dch qung b
thng hiu ca mnh
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Tn dng trit cc phng thc marketing


hin i nh truyn thng trn internet, mng x
hi v chn nhng khung gi pht sng TVC c
t l ngi xem cao.
Chn mt ngi sao ni ting i din cho
thng hiu v gp mt vo cc vai din trong
TVC ca Nutifood cng l mt gii php hiu
qu nng cao sc ht ca ngi xem.

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Tip tc khai thc ch ny v to thnh


mt hiu ng mnh m trong lng cng
chng thng qua cc chin dch t thin, ti
tr cho cc chng trnh truyn hnh,

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