K hoch marketing tr tho mc Dr.

Thanh 201
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PH LC

I. Tm lc:....................................................................................................................
1. Li m u............................................................................................................
2. Gii thiu tn sn phm........................................................................................
II. Phn tch bi cnh th trng
A. Mi trng v m........................................................................................................
1. Nhn khu.............................................................................................................
2. Kinh t..................................................................................................................
3. T nhin................................................................................................................
4. Cng ngh.............................................................................................................
5. Mi trng............................................................................................................
B. Mi trng vi m
1. Mi trng cng ty...............................................................................................
2. Trung gian marketing............................................................................................
3. Khch hng...........................................................................................................
4. i th cnh tranh.................................................................................................
5. Cng chng...........................................................................................................
C. Th trng mc tiu.....................................................................................................
III. Phn tch SWOT

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1. im mnh- im yu.........................................................................................
2. C hi _ thch thc..............................................................................................
IV. MC TIU MARKETING
1. Phn khc th trng.............................................................................................
2. nh gi , la chn th trng mc tiu................................................................
V.

Chin lc marketing hn hp

1. Sn phm..............................................................................................................
2. Gi........................................................................................................................
3. Phn phi..............................................................................................................
4. Xc tin hn hp...................................................................................................
VI. Thc hin marketing
1. Chng trnh hnh ng......................................................................................
2. D tr kinh ph.....................................................................................................
VII.

Kim tra...............................................................................................................

VIII.

nh gi..............................................................................................................

IX.

Kt lun...............................................................................................................

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I. TM LC
1. Li m u
Trong thi bui kinh t th trng ang pht trin mnh m, lm cho mt doanh
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
Tn Hip Pht khng phi ngoi l. L mt doanh nghip hi vin ca hip hi ru bia
v nc gii kht Vit Nam,Tn Hip Pht nm gi trong tay rt nhiu thng hiu
c ngi tiu dng bit n nh: Tr xanh khng , tr tho mc Dr.Thanh, bia Bn
ThnhVi Dr.Thanh, Tn Hip Pht thc hin mt s chin lc Marketing nhm
vn ti tr thnh mt thng hiu quc gia, nhc n Tn Hip Pht mi ngi s
hnh dung ra ngay mt thng hiu ca ngi Vit Nam.
T nhng vn trn nhm chng ti chn ti : Xy dng bn k hoch marketing
cho sn phm tr tho mc Dr.Thanh c th gii thiu cho mi ngi bit n sn
phm, cng nh cng dng v tnh nng ca sn phm. Sau y l cc chin lc chnh :
Xy dng chng trnh qung co, khuyn mi c th gii thiu cc c tnh v cng
dng ca sn phm
Thc hin chin dch khc bit ha sn phm trn th trng
Thc hin cc chng trnh PR, v cng ng cho sn phm, gy thin cm vi ngi
tiu dng
2. Sn phm
Tn sn phm: Tr tho mc Dr.Thanh
nh v dng sn phm: Tr tho mc Dr.Thanh gip thanh lc c th, khng lo
b nng trong ngi, bo v sc khe ca gia nh bn vi mc gi phi chng,
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dy chuyn cng ngh tin tin v hin i
S mnh m tp on Tn Hip Pht t ra l: Kinh doanh cc sn phm tt cho
sc khe ngi tiu dng chu vi mi v thch hp v tiu chun Quc t.
Phng chm: Hm nay phi hn hm qua nhng khng bng ngy mai
Slogan: Thanh nhit c th, khng lo b nng .V l gii th nht "Thanh" y
ngha l thanh nhit, thanh khit ng nh cu slogan "thanh lc c th"; th 2 l
tn gi trng vi ng ch l Tng gim c Trn Qu Thanh
Cng dng v li ch ca sn phm:
- y l sn phm i tin phong vi cng dng gip thanh lc v gii nhit c th.
- Sn phm ph hp vi phong tc tp qun ung tr ca ngi Phng ng v c th
l ngi Vit Nam.
- Lm t 9 loi tho mc cung nh, trong c 3 loi c nhp khu t Trung Quc v
Hn Quc c tc dng gii nhit, thanh lc c th, c li cho sc khe.
II. PHN TCH BI CNH TH TRNG
L nhng nhn t v lc lng bn ngoi tc ng n kh nng qun l v tnh
hiu qu, hp l ca cc hot ng marketing trong vic nhn dng, xy dng v
duy tr cc mi quan h vi khch hng mc tiu
A. Mi trng v m
Bao gm cc tc nhn x hi ln c nhng tc ng ngoi tm kim sot ca
doanh nghip
A.1: Nhn khu
Nhn khu l yu t u tin quan trng m bt k nh qun tr marketing cng
phi quan tm v nhn khu to ra khch hng cho doanh nghip. Tip cn nhn
khu - dn s theo nhng gc khc nhau u c th tr thnh nhng tham s
nh hng n quyt nh marketing ca doanh nghip. Bi v , cc tham s khc
nhau ca nhn khu u c th to ra s khc bit khng ch v quy m m c v
nhu cu.
Quy m v tc dn s: L mt kha cnh quan trng ti quy m v nhu cu v
l mt li th v tiu dng sn phm. Mc d tc tng dn s gim xung
trong nhng nm gn y, nhng v quy m tuyt i hng nm vn cn tng trn
di 1 triu ngi, bng vi quy m dn s trung bnh ca mt tnh.
Vi quy m gn 86,2 triu ngi, Vit Nam l nc ng dn th 12 trn th gii
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sau Trung Quc, n , M, Indonesia, Brazil, Pakistan, Bangladesh, Nht Bn
Mt dn s ca Vit Nam t 260 ngi/km2, cao gp trn 5 ln v ng th 41
trong 208 nc v vng lnh th trn th gii; cao gp hn 2 ln v ng th 8/11
nc ng Nam , cao gp i v ng th 16/50 nc v vng lnh th
chu .
Vit Nam c t l tng t nhin hin mc 1,2%, cao th 8 ng Nam , cao
th 32 chu v ng th 114 trn th gii. l kt qu tch cc ca cng tc k
hoch ha dn s t kh sm. Dn s ng, li tng ln, nn ngun lao ng vn di
do, to p lc cho vic gii quyt cng n vic lm hng nm; trong iu kin quy m
kinh t cn thp th nng sut lao ng thp (bnh qun 1 nm lao ng ch t khong
1.959 USD, trong ca nhm ngnh nng, lm nghip - thy sn ch c 821 USD.
Li th gi lao ng r ang gim dn, mt khc xt v thu nhp, sc mua c kh nng
thanh ton li thp, d pht sinh nh cng, cng nh b kin bn ph gi.
C cu dn s c tc ng rt ln n c cu nhu cu ca cc hang ha dch v c th
v n c tnh nhu cu. nhng tham s in hnh ca c cu dn s thng c cc nh
marketing, c bit l trong lnh vc hng tiu dng, quan tm l: gii tnh v tui tc. T
l dn s thnh th ca Vit Nam nu nm 1930 l 7,4%, n nm 1951 l 10,0%, t nm
1976 vt qua mc 20% v n nm 2008 mi t 27,9%, ng th 8 v thp hn t
l 39% khu vc ng Nam , ng th 41 v thp hn t l 41% chu v ng
th 177 v thp hn t l 49% trn th gii. T l n trong dn s tuy vn cao hn t l
nam nhng gim dn, t 52% so vi 48% (nm 1976) xung cn 50,9% so vi 49,1%
(nm 2008) v ch yu la tui cao, cn la tui tr (nht l t 20 tr xung) t l n
t hn t l nam, tn hiu mt cn bng gii tnh ging nh hin nay Trung Quc.

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Tc th ha: Tc v tro lu mun tr thnh dn c th v min cng
tr thnh dn c th ca Vit Nam trong nhng nm gn y ang tr thnh tc
kinh doanh pht t cho nhiu ngnh.
A.2: Kinh t
Nhu cu ca khch hng ph thuc rt ln vo kh nng mua sm ca h trn th
trng hng hng ha tiu dng, kh nng mua sm ph thuc rt ln vo thu nhp ca
dn c, mc giTrn th trng hng t liu sn xut, kh nng mua sm ph thuc vo
quy m vn u t v kh nng vay n. M thu nhp ca ngi tiu dng Vit Nam hin
nay do cc ngun sau em li: tin lng, thu nhp ngoi lng, thu nhp t li sut tit
kim,thu nhp t bn sn phm.
S chnh lch v sc mua gia cc tng lp dn c l rt ln, s chnh lch ny
cn din ra gia thnh th v nng thn , ng bng v min ni, vng su vng xa. Mc
thu nhp ca thnh ph hin nay chnh lch so vi nng thn t 5 -7 ln, trong khi 80%
dn s Vit Nam l nng thn. Trnh tiu dng ca b phn dn c ny vn ch yu l
cc hng ha n gin, ph thng, r tin. cng l kha cnh m cc nh qun tr
marketing phi quan tm khi mun tham gia vo on th trng ny.
A.3: T nhin
Dng 1: Nguyn liu chnh dng sn xut tr Dr.Thanh gm cc loi tho mc
nh: kim ngn hoa, hoa cc, la hn qu, h kh tho, cam tho, n hoa, hoa mc min,
bung lai, tin tho. (hin dng th 2 trn slide)6/9 loi tho mc trn c Vit Nam.

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Vi thnh phn cha 9 loi tho mc cung nh, trong cc loi tho mc va b
sung, va tng h cho nhau, tnh hn ca tng loi tho mc cng c tn ln, khin
tr tho mc gip loi b cc tc nhn gy nhit nng trong ngi. C th k ti sng
so gip thanh nhit nhanh chng; Hi to c tnh hn, li thy, gip tit nhit; Cc Hoa
Vng c kh nng thanh nhit gii c cao; Kim Ngn Hoa c v ngt ng, tnh mt,
cng rt hiu qu trong vic thanh nhit, gii c. Thc t, hin nay chng ta c nhiu
loi nc ung c gi l nc mt, tnh hn, gii nhit. Nhiu phn trong s l cc
loi nc vn c lu truyn trong dn gian nh nc ng, nc sm, cc loi l tr
mt Tuy nhin, iu khin cc loi nc ny c a chung khng ch v tnh nng
gii nhit ca n, m cn bi nguyn liu d tm, n gin v khng qu t tin.
chm sc sc khe ngy mt tt hn, vic tm mt sn phm ph hp, tin cy
s dng vn l vn kh. Hn na, nu c mt loi nc gii kht thanh lc cuc
sng c phi ch t nhiu loi tho mc khc nhau, th cng khng th l loi nc m
ngi ngi, nh nh t mnh nu c. Khi m nhiu ngi yu thch, nhiu ngi
mun gii nhit c th th vic p ng ngay loi khng ng m rng c hi sn
phm n vi nhiu i tng ngi tiu dng hn.
A.4: Cng ngh
Tp on THP l n v u tin trong ngnh bia- nc gii kht t chng ch h
thng qun l cht lng ISO 9001-2000.
Thng 10 nm 2006 tp on THP vinh d n nhn hai chng nhn thch hp ISO
v HACCP y trong lnh vc thc phm bao gm:
H thng qun l cht lng theo tiu chun ISO 9001:2000
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H thng qun l mi trng ISO 14001:2004 v h thng qun l v sinh an
ton thc phm theo tiu chun HACCP
Nm nay, gii thng WIPO dnh cho doanh nghip duy nht l tp on Tn
Hip Pht n v c nhng sang to, ng dng h thng s hu tr tu trong
chin lc sn xut v pht trin thng hiu. Tn Hip Pht s hu nhiu
nhn hiu ni ting nh Number Oen, Tr xanh khng , Tr tho
mc Dr.thanh.
Tr Dr.thanh c s k tha trong khu thit k bao b, chai nha PET, dy chuyn
sn xut v knh phn phi t cc sn phm khc ca THP m in hnh l tr xanh 0
.Tr dr Thanh c ng chai trong nhng iu kin sn xut c bit gi li cc
cht b dng, c li cho c th. Chai PET ng tr xanh chu c nhit cao v
phi chit rt khi cn nng. Ngay thi im ban u, Tn Hip Pht u t ring cho
mnh dy chuyn sn xut chai PET ny.
A.5: Mi trng
Nhnh vn ha cn c vo cc yu t c bn nh dn tc, vng a l, tui tc, tn gio
Vn ha c nh hng n ngi tiu dng nhng nhnh vn ha c nh hng r rt
n s thch, cch la chn, mua sm, nh gi sn phm ca ngi tiu dng
V d: vn ha ba min nh hng n hnh vi ngi tiu dng, ngi min Bc c thi
quen ung tr, ht thuc lo nh tiu khin trong ngy ti cc c quan vi bn b. Ngi
min Trung kn o hn, h khng thch n ung ngoi qun v: vn ha tit kim thm
su vo hnh vi tiu dng mang nng t tng phong kin .Ngi min Nam: li rt thoi
mi, chu nh hng su sc ca ngi phng Ty.
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Giai cp x hi, mt x hi thng c nhiu giai tng, cc giai tng c th bc khc nhau
iu lm nh hng n quan im, nim tin gi tr v hnh vi ca thanh nin trong
cc giai tng k c hnh vi ngi tiu dng.
B. Mi trng vi m
B.1:Mi trng cng ty
Tin thn ca cng ty l nh my bia nc gii kht Bn Thnh, thnh lp nhng
nm 90
Sn phm nc tng lc Number One, bia Laser, Bn Thnh, bia Gold, coca nuber
one tr xanh khng v mt s sn phm khc nh Crem Sooda, Number One,
nc tinh khit Number One, sa u nnh Number One, Tr tho mc Dr Thanh.
L hi Bn Thnh l mt hot ng truyn thng ca cng ty Tn Hip Pht c
t chc hng nm vo ngy 15 thng 10. Tn Hip Pht t doanh s gn 1200 t
ng / nm.
B.2:Trung gian marketing.
nh hng n nng lc truyn thng nghin cu v phn phi. Tn Hip Pht c
h thng nh phn phi(NPP) rng khp c nc vi 268 NPP cp 1.
Mt s la chn i tc k cng v c chn lc Tn Hip Pht u t ngay t
u vi 2 tn tui ln l: LBC( ph trch Strategy design) v O&M(Ogylvi &
math ph trch communication)

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B.3: Khch hng
Ph hp vi mi la tui thanh lc c th khng lo b nng Vi 9 loi tho mc cung
nh. y khu hiu im nh vo tm l ngi dn Vit vn sng kh hu nhit i
nng nc mun chm lo ti sc khe vi phng php t nhin v d dng. THP a
vo th trng mt loi sn phm p ng nhu cu lm mt c th ph hp mi la tui:
Ngi ln tui: Ung tr chim mt v tr rt quan trng trong vn ha m thc
ca ngi Vit Nam, nht l nhng ngi ln tui thch ung mt cc ch xanh
cho mt ngi, sau khi THP nhn thy s thay i trong phong cch sng ngy
cng mang tnh di ng v nhu cu ngy cng ln hn i vi cc sn phm thc
ung c li cho sc khe, THP tung ra th trng thc ung nhanh c li cho
sc kho l tr Dr Thanh, nh trng c nhu cu ca nhng ngi ln tui,
hp vi vn ho ca ngi Vit.
Thanh nin: Thanh nin ngy nay thng bn rn vi cng vic v thng tham
gia nhng tic tng, thng xuyn n nhng thc n nng v ung nhiu ru bia.
Do bnh v nhit tng ngy cng nhiu, tuy nhin li khng c nhiu thi gian
chm sc sc kho bng cch nu nhng mn n thc ung h qu, th vic la
chn mt chai nc ung nhanh nh Dr Thanh la mt s la chn hon ho.
Tr em: Tr em cha bit cch chm lo cho sc khe, cha bit cch chn thc n
ng c li cho sc kho. Bng phng tin qung co mnh m, THP
khng b qua c i tng cha bit sc kho cn g ny, vi qung co hot hnh
c hnh tng con tru, con ln nh vo tm l thch xem phim hot hnh ca
tr em, do lm in su hnh nh Dr Thanh trong u nn khi ra ngoi cng
bn b hay b m th cng s chn nc gii kht l Dr Thanh.
Hn na, di s chm sc ca cc bc ph huynh th m bo c sc kho
cho con em mnh th cn nhc cc loi nc ung c li cho sc kho th cc bc ph
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huynh cng s chn tr Dr Thanh gip cc chu h nhit sau khi n nhng thc n b
dng. THP thu c li nhun rt ln khi nhm vo khch hng thuc mi la tui.
B.4: i th cnh tranh.
B.4.1: Cnh tranh v gi c.
Tr tho mc Dr Thanh c gi cao hn xa so vi cc loi nc gii kht ng chai khc.
Tuy nhin, khch hng chp nhn sn phm ny v n c li cho sc khe.
Dr.Thanh gip chng ta nhn bit c chin lc sn phm ca THP i vi nhn hiu
ny chnh l ht vng chp nhong, tc tung sn phm mi ra th trng vi gi cao v
mc khuyn mi cao
B.4.2:Cnh tranh v sn phm thay th.
Tr l cht liu dng ch bin thc ung ph bin trn th gii t hng nghn nm nay,
c bit cc nc Chu nh Trung Quc, i Loan, Nht Bn, Hn Quc...
Ung tr c nng ln thnh ngh thut vi nhng nghi thc c bit v trang trng.
Nhp sng hi h hin i thc y ngnh cng nghip nc ung pht trin mnh m.
Tr xanh ng chai cng nm trong dng chy ny.
Th trng Vit Nam trn th gii v trong khu vc, tr ng chai pht trin mnh m
t thp nin 80 ca th k trc. Tt c cc thng hiu ln c mt ti Vit Nam u
c sn sn phm tr xanh ti cc th trng u, M, Nht, Hn nh: Lipton, Pepsi, Coca
-Cola, URC Vit Nam hin nay khi ni n tr ng chai chng ta phi k n cc
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thng hiu nh tr tho mc Dr Thanh ca Tn Hip Pht, C2 ca URC, Number one,
Queen tea,
B.4.3: Cnh tranh v chng loi
Vi sn phm tr tho mc Dr thanh tp on THP, to ra s khc bit so vi cc i
thu cnh tranh bng cch lm ngi dn u trong vic khai ph th trng nc gii kht
khng ga c ngun gc t nhin Dr Thanh ang l sn phm tin phong trn th trng.
B.4.4: Cnh tranh v thng hiu
Dng ngay tn, hnh nh ca mnh lm biu tng cho nhn hiu nc gii kht l
cch c o v to bo. B quyt c o ca tr Dr Thanh l sn phm thc ung gii
kht nhng c li cho sc khe. Li ch ca vic gii nhit v thanh lc c th t 9 loi
c mt ngha cc k mnh m v c o tc ng n tm l khin ngi tiu dng
chp nhn. S xut hin ca sn phm tr tho mc Dr Thanh lm dy ln s t m, s
quan tm, th v ca d lun. V th, thnh cng ca tr tho mc Dr Thanh chnh l s
kt hp ca nhiu gii php.
Vi chin lc pht trin thng hiu cc sn phm ca mnh, sau 15 nm thnh lp, Tp
on Tn Hip Pht t mt c s sn xut nh n nay ln mnh trn th trng, c
nhiu sn phm c ngi tiu dng bit ti, l bia Bn Thnh, nc tng lc
Number One, Tr xanh khng , tr Barley khng v nay l tr tho mc Dr Thanh
Nhm tp trung vo i th chnh l tr Teafresh ca cng ty ICP

Tr tho mc Dr.Thanh

Tr Teafresh

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Sn phm

9 loi tho mc, mu .

10 laoij tho mc ng,

mu , logo cng tng t.

Lo go c ch tr tho mc
trong di bng

Slogan: lm mt v thanh
lc c th

Slogan: thanh nhit c th,

khng lo b nng
Gi c

T 8500-10000/chai

7000/chai

Phn phi

Rng khp c nc

Mi c min Nam

Qung co v khuyn mi

Rm r, chi ph ln.

t chng trnh qung co,

khuyn mi

Gim gi, tng km sn

phm
Cng ngh, c s vt cht

Hin ai, tiu chun ISO

Hin i

Thng hiu

Lu nm, c uy tn

Lu i, uy tn

Quy trnh

Khp kn

Khp kn

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B.5: Cng chng
Nhm ngi ang v c kh nng quan tm n nh hng ca mt doanh nghip.Cc
nhm cng chng bao gm:
- Gii ti chnh: C nh hng n kh nng m bo ngun vn ca cng ty. Cng
chng trc tip c bn trong gii ti chnh l ngn hng, cc cng ty u t, cc cng ty
mi gii ca S giao dch chng khon, cc c ng.
- Truyn thng: Vi tr tho mc Dr. Thanh, truyn thng ng mt vai tr c bit
trong vic kch thch qu trnh a sn phm n tay ngi tiu dng. Nh mnh dn u
t vo knh ny, tr tho mc Dr. Thanh lm dy ln s t m, s quan tm, th v ca
d lun, gp phn lm nn thnh cng ca mt thng hiu ngay t ngy u ra mt.
Mc gia tng chi ph qung co ca THP Group t mt vi nm trc rt ng k.
Nm ri, THP Group nm trong s 5 cng ty qung co mnh nht ti Vit Nam. Nm
2009 THP s cn tip tc tng thm na chi ph cho qung co.
THP c mt k hoch qung co tuyt vi v mt chin dch truyn thng 360. n
nay, thm ch tr con cng bit n concept ca Tr Tho Mc Dr.Thanh: Thanh lc c
th, khng lo b nng. THP u t k cng v c chn lc ngay t u vi 2 tn tui
ln l: LBC ( ph trch strategy design) v O&M (ph trch communications).
Tp trung vo chng trnh xy dng thng hiu ti Khu Du Lch i Nam Vn Hin
tnh Bnh Dng nhm ti a ha s hin din v dng th sn phm ca Tr Tho Mc
Dr. Thanh.

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Cng ng - t chc x hi: Mt trong nhng chng trnh hnh ng truyn thng ca
Tn Hip Pht trong hn 13 nm qua l gn b vi cc hot ng th thao, Tn Hip Pht
l n v ng hnh vi nhiu chng trnh, hot ng th dc th thao trn c nc nh
Cp bng v ch quc gia V-League, Cp xe p truyn hnh HTV, Cp bng
quc t Number 1, d n a ngi Vit Nam u tin chinh phc nh Everest hay gn
y nht l vic tng thng cho vn ng vin ot Huy chng vng ti SEA Games
24.Gii vit d cho mnng BTV-number. (31-12-2008 n 1-1-2009)
C. Th trng mc tiu
Hin nay, Dr. Thanh l sn phm dnh cho mi la tui(t ngi gi n tr em), mi
phn khc th trng nn sn phm cha c c tnh ring l hng ti i tng c th
no. Nhng ni chung v thc phm - ung ni ring cho n nay him c sn phm
no tip cn thnh cng mi phn khc tiu dng. Do vy, cng ty quyt nh xc nh li
th trng mc tiu nhm tp trung ngun lc, gim bt chi ph, gia tng li nhun:
Nhm khch hng mc tiu quyt nh tp trung vo l i tng khch hng hay phi
hot ng nhiu, n nhu, n cay nng nhiu trong tui thanh nin: 22-30 v
trung nin t 30-50. tng khi lng tiu th trong nhm khch hng ny, t cng
thc:
Khi lng = s ngi s dng sn phm x mc s dng trn mt ngi
Cng ty c th c gng tng s ngi s dng sn phm theo hai cch:
+ Thay i thi ca ngi khng s dng: Cng ty c th c gng thu ht nhng
ngi khng s dng sn phm tr Dr Thanh .
+Ginh khch hng ca cc i th cnh tranh: C th ginh li nhng khch hng
mt sau khi h chuyn qua s dng cc loi tr gii nhit khc nh sense cool, real leaf
hay cc ung gii kht khc
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Khi lng cng c th tng c bng cch thuyt phc nhng ngi hin ang
s dng tr Dr Thanh tng mc s dng hng nm ca mnh ln. Sau y l ba
chin lc:
S dng thng xuyn hn: Tng s ln s dng hay ung tr trong ngy ln,
khng ch l vo bui ti sau cc ba ticm c vo ban ngy. nh vo tm l
tr v sc khe, bo v sc khe m chi ph khng nhiu tng tn sut s dng.
Theo tnh ton, nu mi ngy bnh thng, mi ngi s dng 1 chai Dr Thanh th
chi ph cho 1 thng khong 10.000/chai/ngy*30ngy=300.000 VN, mt chi ph
khng qu ln so vi thu nhp ca i tng khch hng mc tiu.
Tng mc s dng mi ln: 2 cch: s dng 1 ln nhiu chai nh hoc 1ln nhng
vi chai to hn.(dng trong h gia nh, hoc tic tng)
Nhng cng dng mi v phong ph hn: Cng ty c th c gng pht hin ra
nhng cng dng mi ca sn phm v thuyt phc mi ngi s dng sn phm
theo nhiu cch khc nhau hn. V d, Dr Thanh khng ch dng sau khi hot
ng nhiu, n nngm nu dng hng ngy cn c tc dng lm p v
sng da(cng ty nn nghin cu kim tra li sn phm, nu c tc dng th
nn nhn mnh)
III.

PHN TCH SWOT

1. im mnh v im yu
Sn phm

im mnh
im yu
T nhin, b dng, tt Chi ph pht trin sn
cho sc khe, mu m a phm ln. ang b hoi

Gi c

dng

nghi v cht lng, lm

T 8500 10000/chai

gi, nhi
Cao hn so vi sn phm
khc

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Phn phi
Qung co, khuyn mi

Rng khp c nc
Mnh, hu ht

Kh kim sot
cc Chi ph sn phm ln

phng tin truyn thng gi thnh sn phm cao

Cng ngh, c s vt cht Hin i, cht lng cao
Thng hiu
Ni ting, mang tm quc
Qui trnh

gia
Khp kn, m bo v
sinh

2. C hi v thch thc
C hi
Th trng tho mc ang tng trng nhanh, nhu cu khch hng cn

IV.

kh ln
C kh nng a thng hiu sn phm ra th trng th gii
Tr thnh ngi dn u v ung
Thch thc
C nhiu i th cnh tranh
Mi trng cnh tranh khc lit
Kh nng chp nhn ca ngi tiu dng
Khch hng- tr sn phm ca cng ty
C nhiu sn phm thay th trn th trng
Nguyn liu a phn nhp khu t Trung Quc
MC TIU MARKETING
Trong ngn hn t 20%-30% doanh thu.
Trong di hn t 40%-50% doanh thu.
Trong thi gian u doanh nghip tp trung vo vic thu ht khch hng .
Khai thc ngun lc v v thu ht thm nhiu khch hng mi
Chn ng thi im : Trong khi nhiu doanh ngip ct gim qung b sn
phm h gi thnh sn phm th doanh nghip THP li lm ngc li.
V ngi tiu dng: C gng pht hin ra cc nhu cu tiu chun ca ngi
tiu dng c th thng mi ho nhu cu ny .

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Khch hng : L i tc cc k quan trng s khng c hot ng
marketing thnh cng nu khng xem xt n tc ng ca cc hot ng
trn khch hng
M rng th trng hot ng trong thi gian ti .
Xy dng thng hiu cho doanh nghip bng uy tn v cht lng .
V. CHIN LC MARKETING
1. Chin lc sn phm
Chit xut t ngun nguyn liu tho mc, tr Dr. Thanh khng nhng l mt loi
nc gii kht, khng ga, khng cht bo qun, khng phm mu nhn to m cn c li
cho sc khe con ngi.
Tuy nhin, ng trc nghi ng v v kin sn phm km cht lng nh hng rt
ln ti uy tn v thng hiu ca sn phm cng nh ca tp on. V th vic trc tin
l n lc hn na trong vic ti khng nh cht lng sn phm.
Chin lc ci tin sn phm nh sau:
+ Thuc tnh ca sn phm: Thay i v hng v v thnh phn cho ph hp vi khu v
ca ngi Vit Nam hn. Hng v (bao gm: Mi v v) phong ph hn v cc loi v
ph hp vi nhiu th hiu khch hng khc nhau.
Nghin cu k hoch thay th bng cc nguyn liu trong nc (v Vit Nam c rt nhiu
loi nguyn liu tho mc gii nhit c tc dng tng t hoc tt hn) va gip gim
chi ph nhp nguyn liu t nc ngoi, va ph hp hn vi khu v ngi Vit, va to
ngun thu ni.
+ V bao b sn phm:
Hin nay, cng ty ang s dng cc loi bao b nh: chai PET, chai thy tinh, hp giy
Tetra Pak, nhng bao b ca Dr.Thanh thc s cun ht ngi tiu dng, ph hp
vi th trng. Tuy nhin, tng tnh c o, thu ht gii tr, trong thi gian ti, cng
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ty s pht trin thm dng lon hoc dng ti giy c np, cc dng chai c th tch a
dng hn lm phong ph thm cho s la chn ca ngi tiu dng.
Bao b vn chuyn vn gi nguyn kch thc, s lng chai ng gi nh c. Tuy nhin
v mu sc v thit k bao b (c bao b trc tip v bao b vn chuyn) thay i hnh
dng v thm cc chi tit cho ph hp vi tng giai on c th (dp ngh l tt, htuy
nhin vn ly mu lm mu ch o.
2. Chin lc gi
Trong giai on u, khi tung sn phm ra th trng, Dr.Thanh s dng chin lc ht
vng chp nhong, ngha l gi cao v khuyn mi ln. Vi mc gi cao nhm thu c
mc li nhun cao trong thi gian ngn b li khon chi ph rt ln u t cho vic
sn xut v tung sn phm ra th trng. Cn khuyn mi ln nhm thu ht s ch , kch
thch nhu cu mua ca ngi tiu dng gia tng nhp thm nhp v chim lnh th
trng.
Sau 2 nm c mt trn th trng, Dr.Thanh khng ngng ln mnh v th phn, nhanh
chng chim c lng tin ni khch hng. Dr.Thanh l sn phm dnh cho mi la tui,
mi phn khc th trng nh hinnay t c sn phm thnh cng trn mi phn khc th
trng, do m khch hng mc tiu m DR.Thanh ang hng ti l gii tr nng
ng, c nhiu thi gian nhng c kh nng v ti chnh. Gi chai Dr.Thanh khi mi tung
ra th trng l chai 350ml gi 6.500, gi 1 thng 24 chai l 22,9$. y l mt mc gi
khng qu cao so vi cng dng gii nhit v thanh lc c th ca n. Tuy nhin,trn
th trng nc gii kht ni a th khng phi l gi r, nhn chung Dr.Thanh vn c gi
cao hn cc sn phm nc gii kht khc. Gi ca tr tho mc Dr.thanh so vi mt s
sn phm cng loi khc cao hn ch yu l do chi ph nguyn vt liu u vo cao, cc
nguyn vt liu a s l nhp khu t nc ngoi, quy trnh cng ngh vi nhiu cng
on ch bin phc tp i gi thnh sn phm ln.
gi c khng cn l vn khin ngi tiu dng phi cn nhc, la chn: - - tp
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on c th a ra dng sn phm Dr.Thanh c ng gi vi chin lc a dng ha
kch c bao gi: ng gi trng lng thp hn sn phm truyn thng h gi bn.
a ra dng chai kch k ln cho nhiu ngi cng s dng gim bt chi ph. Bn
cnh , a ra cc chnh sch khuyn mi cho nhng khch hng mua vi s lng ln (
mua 10 chai tng 2 chai) kch thch nhu cu mua sm ca khch hng.
u t xy dng, lin kt vi cc vng trng nguyn vt liu u vo nhm h gi
nguyn vt liu, gim lng nguyn vt nhp khu gi thnh cao.
3. H thng phn phi
Phn phi l mt bin s quan trng ca marketing hn hp. Hot ng phn phi gii
quyt vn hng ho dch v c a nh th no n tay ngi tiu dng . Cc quyt
nh v phn phi rt phc tp v c nh hng trc tip n cc lnh vc khc trong
marketing. Hin nay ngy cng c nhiu doanh nghip quan tm n phn phi nh bin
s marketing to li th cnh tranh di hn cho doanh nghip trn th trng. Doang
nghip t chc v hot ng phn phi thng qua cc h thng knh phn phi,cc knh
phn phi .Cc knh phn phi cung cp cho ngi tiu dng cui cng hoc khch hng
cng nghip cc li ch v thi gian,a im,s hu. Hiu c tm quan trng ca vic
phn phi Tn Hip Pht (THP) c bit ch n cc knh phn phi nhm tho mn
ti a nhu cu ca khch hng.
Tr tho mc Dr.thanh c s k tha trong khu thit k bao b, chai nha PET, dy
chuyn sn xut v knh phn phi t cc sn phm khc ca THP m in hnh l tr
xanh 0 .Tr . Tn Hip Pht c h thng nh phn phi(NPP) rng khp c nc vi
268 NPP cp 1.
m ng cho sn phm tr tho mc Dr.thanh khng nh sc mnh ca mnh trn
th trng Tn Hip Pht tip tc duy tr knh phn phi t nh sn xut sn phm n
cc nh bun bn, bn l v n trc tip ngi tiu dng v tng cng mi quan h mt
thit hn na vi cc nh cung ng bng cc bin php khuyn mi, khuyn khch thi ua
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doanh s gia cc chi nhnh phn phi, hng dn h tr h trong vic bo qun kho bi.
Tip tc t chc thm knh phn phi t nh sn xut sn phm n cc nh bun bn,
bn l v n trc tip ngi tiu dng ln khong hn 400 nh phn phi vi hn 2000
nhn vin bn hng , 1000 xe ti tham gia vn chuyn sn phm t ni sn xut n ni
tiu th .
Thng xuyn kim tra iu kin tiu chun bn sn phm ti cc trung gian thng mi,
cc trung tm thng mi s phi tri qua mt thi gian hot ng th nu t c tiu
chun ra s tip tc cung cp sn phm v vn hot ng . Cn c vo tng a bn
c th m ra cc tiu chun tuyn ph hp. V d nh cc trung gian thng mi
nhng a bn dn c ng c , kinh t pht trin mnh th bnh qun mi qu phi bn
c khong 10.000 chai tr ln , cn nhng vng nng thn nhng khu dn c tha tht
th s lng sn phm tiu th hng qu khong 1000 chai. Ngoi ra i vi cc i l
bn hng s cn c c vo s lng mt hng khc m h bn nu s lng cc hng ho
khc a dng tc l h thu ht c nhiu cc i tng khch hng , iu ny s to
thun li trong vic tiu th sn phm tr tho mc Dr.Thanh. Nhng cn ch nu a
bn c sc tiu th chm th cc tiu chun s c gim bt. Mc ch l c to mt th
trng rng, lm ngi tiu dng ni mi tin vo sn phm v c cung cp vi cht
lng tt nht.
i vi cc siu th cn c chnh sch tha thun sn phm c c v tr p v c
trng by theo ca mnh.
V i tng khch hng hng ti ch yu ca sn phm tr tho mc Dr.thanh l nhng
ngi tr tui, thng xuyn tham gia hot ng th thao nhiu,nng trong ngi, n
nhiu n nng, ung ru bia nhiu, do phc v, p ng tn tay nhm i
tng ny doanh nghip nn hp tc lin kt cung cp sn phm cho cc nh hng, khu
vui chi gii ch, khu luyn tp th dc th thao,
Sau khi la chn cc knh phn phi cn c nhng chnh sch nhm qun l a vic
phn phi vo n np. u tin l vic tip nhn v x l n t hng. Khi nhn c
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n t hng c gng p ng khch hng mt cch nhanh nht v s lng. gi c v
dch v ri chuyn hng mt cch nhanh nht tn tay khch hng. Ngoi ra thng xuyn
khuyn khch cc thnh vin knh hot ng h lm vic c tt nht. Nn tm hiu
nhu cu, nguyn vng ca cc thnh vin, c gng thit lp mi quan h gn gi vi h
p ng nhng nhu cu ca h trong kh nng mnh c th. Cui mi k hot ng c
nhng s nh gi mt cch chnh xc kt qu kinh doanh ca tng thnh vin trong
knh. Qua c s khen thng v vt cht mt cch thch ng nu h hon thnh tt
cng vic ,ngc li nhng thnh vin khng hon thnh tt nhim v mc nhiu li
trong qu trnh hot ng, chng ta s tm hiu nguyn nhn c nhng bin php gii
quyt nh: nhc nh ,cnh co, sa thi hoc cng c th gip thm .

Bn cnh , cn s dng cng c marketing hn hp khc trong qun l hot ng ca

knh phn phi. Qun l cht ch v gi, nhm trnh cc i l vi phm tng gi sn
phm cao hn gi m doanh nghip a ra. Quy nh gi bn ca mi chai tr tho mc
Dr.Thanh vo khong 8500-10000 ng/chai ,ng thi cng kt hp vi vic khuyn
mi khi khch hng mua vi s lng ln sn phm.
c th thc hin tt qu trnh phn phi cng phi i hi phi c s u t thch ng
nhm thu c mc li nhun cao nht. S u t t 10-12% doanh thu. Ngoi ra cn c
gng khai thc ht tim lc v bo qun ,kho bi ,ca hng gim chi ph phn phi.
Do c th v i tng cung ng l mi i tng v a bn phc v rng khp c
nc, s lng ca hng bn l s cng rt ln nn phi quan tm c bit n cc ca
hng. Tu iu kin s quyt nh chn nhng dch v dnh cho khch hng nh i vi
cc cn b cng chc hn ch v thi gian c th p dng dch v giao hng tn nh , hay
mua vi s lng ln t 30 chai tr ln c th khuyn mi thm mt chai. S c tha
thun gia cng ty v nh bn l. Ca hng

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V cc showroom trng by sn phm cn t v tr thun li nh cc ch, trung tm
thng mi.... o to i ng nhn vin bn hng c thi phc v khch hng tn
tnh, lun nim n vi khch ,gii thiu cho khch hng nhng c tnh tt ca sn phm
nh gip thanh nhit ,gii c ph hp vi mi i tng v to cho khch hng cm
gic h c quan tm , c tn trng
khch hng l thng v c bit l cm gic an ton v sc kho.
4. Chin lc xc tin hn hp
+
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 15 triu USD/nm (xp x so vi nm 2009) , trn mi
phng tin: In n (t ri, Poster, banrondn ti cc i l, ca hng), 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.
+ Kch thch tiu th: thc hin cc chng trnh khuyn mi, gim gi, chit khu
thanh ton, bo hnh, qu biu
+ Quan h cng chng: ch trng ti cc hot ng t thin, ti tr nng cao hnh
nh, v th ca doanh nghip
VI.

THC HIN CHNG TRNH MARKETING

1. Chng trnh hnh ng

Thit k v trin khai sn phm:

Sn phm:
+ Kim tra li dy chuyn cng ngh kim tra k lng cht lng u ra.

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+ Cng b r rng cc ch tiu kim nh, kim tra cht lng nghim ngt i vi
cc sn phm ca mnh km theo hng d s dng,bo qun ngi tiu dng c th
s dng sn phm vi cng hiu ca n mt cch tt nht.
+ Qu IV- nm 2013: Thi im doanh thu v li nhun thp nn cng ty tp
trung vo nghin cu li th trng, khch hng v sn phm b sung hay
thay th cc nguyn liu cho sn phm, a vo th nghim nh cho mi
ngi ung th t thu thp kin v mi v sn phm, tm ra nhng s
thch v mi v sn phm m c a s chp nhn. Vic ny nn trin khai i
vi nhm khch hng mc tiu chn v trn 1 s a bn i din cho cc
min nh H Ni, Nng, Tp HCM. Nu kt qu th nghim tr Dr Thanh
ci tin ph hp v thnh cng s a vo sn xut mt lot.
+ Qu I- nm 2015: Thi im u nm v Tt Nguyn n, nhu cu tiu th cc
sn phm nc ung tng mnh, c bit cc sn phm gii nhit, thanh lc trong dp Tt,
nn cng ty s tp trung y mnh vo thi k ny: Tung ra th trng sn phm tr Dr
Thanh ci tin mi, vi bao b ci tin mi, mang cc chi tit v hnh thit k mang
khng kh nm mi, da theo k hoch qung b thit k sn phm cho ph hp.
+ Qu II- Nm 2015: Thi im ma h nng bc, nhu cu v sn phm cng tng
mnh, sn xut sn phm, c th thay i v bao b nh : Gim bt mu v thm vo
mu trng to cm gic mt m hn.
Mc tiu 6 thng u nm: Khi lng sn phm sn xut ra v tiu th 700.000
chai/ngy (tng 100.000 chai so vi cng k nm trc ). Doanh thu v li nhun
bng li nhun c nm.
+ Qu III, IV- nm 2015, cng c li khch hng, tp trung vo chm sc khch
hng trung thnh, gim bt chi ph qung co, truyn thng. Tp trung nghin cu li
xem sn phm ang giai on no c chin lc c th hn.

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2. Cc hot ng xc tin
Tp trung qung co vo ch thay i hnh nh mi cho sn phm tr Dr
Thanh vi i tng khch hng c th, r rng hn. c bit nhn mnh vo
cht lng sn phm.
3. Bo ch: Ra cc thng co bo ch v kt qu gim nh cht lng ca
sn phm theo tiu chun ca B Y t
4. Truyn thng thay i hnh nh v qung co mi cho sn phm ci
tin mi
Thng ip: Vn s dng thng ip truyn thng to nn c im ring cho
Dr Thanh l: Tr Dr Thanh, thanh lc c th, khng lo b nng
Qun l phng tin qung co:
Vn tp trung mnh vo lnh vc qung co trn truyn hnh v ngoi tri:
Thu hoc xy dng cc chng trnh qung co mi, hng n ng i
tng mi v hnh nh mi ca Dr Thanh ng vi tng thi im c th trong
nm.
Ngoi ra, Cng ty nn ch hn v knh truyn thng trc tuyn, xy dng
v thng xuyn chm sc, cp nht cc thng tin trn trang web v quan h
cng chng ly li hnh nh trong lng ngi tiu dng trc thng tin v
cht lng sn phm
D kin chi ph qung co: Tng chi ph qung co cho sn phm khng qu
10% tng chi ph ton doanh nghip.

Phng

T1

T2

T3

T4

T5

T6

T7

T8

T9

T10

T11

T12

tin
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In n

Khung

gi

20s/ln=>30pht/ngy

Tng 5thng

khong
20h-21h vtv1

64 triu

1.920tr*5=>9.5000

Truyn hnh
tr
20h-21h vtv3

Khong 40 tr
1.200tr=>6.000 tr

Truyn thanh

Knh: FM

di: 120-180

Tng 2 thng=>
10tr

Thi

im:

n gi: khong

Sng v

chiu

5tr/cd=>5tr/ngy

ti

Ngoi tri

1 mt (1,2x1m)

Khong 8000USD
=<20 tr/nm

2 mt (1,3x3m)

Khong 12.000USD
=24 tr/nm

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D tr ngun lc
- Ngun nguyn liu: nhp khu (nghin cu thay th bng ngun nguyn liu
trong nc, hoc xy dng vng trng nguyn liu)
- D tr kinh ph tnh bnh qun/ qu
Ni dung

S tin (n v: tr)

Chi ph qung co

75.120

Chi ph sn xut

123.340

Chi ph phn phi

25.210

Chi ph khc

110

Tng

223.780

Cng vic

Ngy bt u

Ngy kt thc

Ngi

ph Nhn xt

trch
B phn nghin

trin khai sn

cu v pht tin

phm

sn phm

Thit

-Nhim v 1: Thng 3/2015

nghin cu li

31/3/2015

th trng
i th cnh
tranh, tnh hnh
th

trng,

khch hng
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-Nhim v 2: Thng 4/2015

30/4/2015

nghin cu, ci
tin v sn xut
th nghim sn
phm
-nhim v 3: Thng 5/2015
a

vo

31/5/2015

th

nghim,

thay

i,ci tin..
-Nhim v 4: Thng 6/2015
a vo sn

30/6/2015

xut hng lot

Kinh doanh v

B phn kinh

tip th

doanh

-trin khai cc

marketing

hot

ng

qung b trn
phng

tin

chnh
Nh phn phi

Phn phi cc

marketing

phn

sn phm mi
ti cc i l v
phn phi bn
hng
D kin li, l
Cc tiu chun d kin doanh thu ca vic thc hin k hoch
Marketing.
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- Th 1, Da trn kt qu thu thp thng tin th cp, s cp v th trung v
khch hng mc tiu v th trung ung.

- Th 2, S c o trong chin luc Marketing:

- Th 3, Da vo kt qu cc k hoch Marketing lm truc y nh: k
hoch Marketing v Dr. Thanh cho cc nm 2008 v 2009.

- Th 4, Da trn gi tr thung hiu, uy tn ca Tp on v ca chnh Dr.

Thanh ti thi im hin nay
- Th 5, Cc chi ph thc hin k hoch, nht l cc chin luc Market-ing
uc ti thiu, tn dng cc li th v ngun lc sn c cng nh cc mi quan h ca
Tp on.
Vi s kt hp tt cc chin luc Marketing, cng s tn dng tt cc
tiu chun chng ti d kin doanh thu, v tng hp chi ph c c t
vic thc hin k hoch Marketing nh sau:

Ch tiu trong nm 2015

S tin (n v: tr)
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1.Doanh thu t hot ng bn hng:

950.250

Qu I

342.124

Qu II

388.563

Qu III

112.456

Qu IV

107.107

2. Chi ph

895.120

+ Chi ph sn xut

493.360

+ Chi ph qung co

300.480

+ Chi ph phn phi

100.840

+ Chi ph khc
LN t hot ng t bn hng

440
55.130

(Dr.Thanh)

3. HOT NG PR
Bn cnh xc tin cc chng trnh qung co trn cc phng tin ,chng ti cn
thc hin cc chng trnh nh khuyn mi,gim gi kch thch th trng p ng nhanh
v mnh hn i vi sn phm v dch v ca cng ty . Ch ph khuyn mi c chng
ti u t khong 20 % li nhun . Hin ti kinh t ca chng ta ang xy ta lm pht do
vy vic bn hng tr ln kh khn hn cng thm ngy cng c nhiu i th cnh tranh
lm cho chng ti c bit quan tm n hot ng khuyn mi ,gim gi . Chng ti s
kt hp song song gia hot ng khuyn mi ,qung co v cho hng . thc hin
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chng trnh khuyn mi chng ti s s dng cc cng c nh hng dng th ,qu hng
nh tng min ph m , o thun , ti xch , Hy s dng nhng gi hng chung :khi mua
tr tho mc Dr.Thanh s c tng km sch hng dn v ch n ung nhng thc
n c li cho sc kho ,hy mua hng vi s lng ln s c tng thm sn phm . V
vic thc hin khuyn mi s c chng ti thc hin trn a bn trung im nh cc
trung tm thnh ph khu th nu dt hiu qu sec thc hin rng ri trn cc khu khc
Ngoi vic qung co ,khuyn mi , chng ti ng thi cng thc hin hot ng tuyn
truyn qung b cho sn phm. Chng ti s t chc cc hot ng bui hp bo mi cc
cc phng vin ca cc bo i c uy tn n tham d hoc vit bi hay nh lnh o ca
chng ti s tuyn truyn sn phm qua cc cuc hi tho v d nh hi tho v chin
lc marketing gii thiu sn phm ca cng ty uy tn .
Cng ty s t chc mt chng trnh quy m rng ln trn khp cc tnh thnh trong
nc vi ch : Cng tr tho mc Dr.Thanh p tan cn nng trong ngi, kha sc
vui chi, tri nghim th thch.
Cng ty s t chc mt gi bng cp mini vi tn gi: ng hnh cng tr tho
mc Dr.Thanh trn mi no ng ca bn
Thi gian: ma h 2015 (thng 5,6,7,8/2015)
a im: din ra trn 13 tnh thnh t nc: H Ni, Hi Phng,Thanh Ha, Ngh
An, Qung Tr, Qung Bnh, Nng, Gia Lai, Hu, Tam K, Nha Trang, Tp.H Ch
Minh, Cn Th, Vnh Long.
Qui m t chc: tt c cc i bng gm nhiu c nhn hay t chc tp th u c
th tham gia. Qua vng xt tuyn s d thi tranh chung kt gm 32 i ti cc tnh thnh
Gii thng:
Gii nht: Cp k nim nh ti tr v gii thng 20.000.000 VND
Gii nh : K nim chng v gii thng 15.000.000 VND
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Gii ba: K nim chng v gii thng 10.000.000 VND
Ngoi ra:
Gii nht ti cc tnh thnh s c tham gia thi u chung kt ti Nha Trang v
nh v ch s nhn gi thuwongr tr gi 100.000.000 VND.
Ti cc im thi u s c chng trnh pht min ph tra tho mc Dr.Thanh ho
ngi xem va c th coi banh va gi kht cng tr tho mc Dr.Thanh.
Thi gian pht tr min ph: t 17h- 21h cng ngy.
Mc ch ca t chc :

VII.

Nhm qung b hnh nh sn phm tr tho mc Dr.hanh n vi mi ngi

To s gn gi gia cng ty vi ngi tiu dng
Thu ht c s quan tm ca khch hng i th cnh tranh
Kch thch ngi tiu dng s dng sn phm tr tho mc Dr.Thanh
NH GI
Cch thc theo di vic thc hin k hoch Marketing cho Dr. Thanh nm 2015
nh sau:
V chin lc sn phm
+ Th 1, Xem tnh hnh thc hin vic tung ra sn phm ci tin th nghim: vi

cc hng v cng nh bao b mi c c thc hin ng theo k hoch hay khng?

Nu khng ng k hoch th b phn chu trch nhim phi trnh bo ln Gim c
Marketing v nu r l do ca vic khng trin khai
ng theo k hoch.
+ Th 2, Khi sn phm ci tin th nghim c tung ra th trng, sau 1 thng
cn c s nghin cu phn ng ca khch hng v sn phm . Xem xt cho vic
quyt nh c sn phm th nghim c chnh thc c cung cp khng?
+ Th 3, C cc quyt nh mi ph hp vi phn ng ca khch hng trong
iu kin th trng thay i v tnh hnh ca Tp on c th c nhiu chuyn bin.
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V chin lc gi c.
Khi a ra quyt nh h gi bn sn phm Dr Thanh cn ch :
+ C s so snh c th v doanh s t c sau khi h gi vi doanh s sau khi
h gi. Tip theo l xem xt, vic h gi bn c em li li nhun nhiu hn so vi khng
h gi khng? Ch tiu li nhun c th kim tra theo tng qu hoc theo tng t h gi
c th.
+ Bn cnh vic h gi kch cu tiu dng sn phm Dr. Thanh, cn phi xem
xt vic h gi c nh hng nhiu ti uy tn v quan im v cht lng ca Dr. Thanh
t khch hng khng? Nu vic h gi, lm cho khch hng cm thy l du hiu sn
phm cht lng khng tt th cn phi iu chnh li k hoch.
V chin lc phn phi
Vi vic tng s lng nh phn phi, cn phi xem xt vic pht trin thm nh phn
phi c ph hp vi s lng khch hng mc tiu cng nh khong cch gia cc nh
nhn phi ph hp cha.
V chin lc xc tin hn hp

- Cc cng c xc tin cn c kt hp thc hin nng cao hiu qu cho

tng phng n
VIII.

KT LUN

Chng ti hi vng rng, vi mt bn k hoch Marketing chi tit v c th v

vic pht trin sn phm Tr tho mc Dr Thanh trong nm 2015, gip cng
ty tng thm doanh s v ginh li th phn mnh m trong nm 2015, c bit
trong hai qu u nm. Ngoi ra hnh nh v thng hiu tr Dr Thanh s c
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thay i din mo mi, nh v mt c tnh r rng hn trong tm tr ngi tiu
dng .

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