Gii thiu

McDonalds

32.000 nh hng phc v 64 triu ngi

trn 117 nc

> 80% ca > 75 chic /

Ba n tra Dch v giao
hng nhng
giy
u tin (1979)
hng
quyn
> 18 nc

chi

Nn kinh t 68

> 4 triu
nhn vin

1/8 ngi M
l nhn vin

CU TRC THNG HIU

Thc n
sng

Khoai ty
chin

Oatmeal

Sausage
Biscuit

Egg
McMuffin

McGriddle
sandwich

Thc n
chnh

Burger,
sandwich

G rn

Thc n
nh

ung

Trng
ming

McPuff

Mccaf

McMuffin

McSoup

McMuffin
Happy
Meals

Big Mac

McBaguette

McNuggets

McChicken

Chicken
McGrill

McFlurry

Phn tch th
trng Vit
Nam

* Vit Nam: th trng S KHAI fastfood, 8%

ngi dng c s dng 1- 3 ln/ thng (Nielsen)

* Nhm i tng s dng nhiu nht: 16 -23

tui (VinaResearch 2012)

* Thp dn s VN nm 2011 theo Tng cc

thng k

Nghin cu qua quan st

Quan st trong 3 ngy 27/4, 28/4 v 2/5 t
9g 21g ti 6 a im: KFC (N Trang Long,
Parkson L Thnh Tn, Ng Gia T) v
Lotteria (Diamond Plaza, T Hin Thnh, L
Quc Hng Q4)
S lt khch quan st c: 1429 (1305 n
ti ch, 124 mua v)
Thi gian trung bnh n qun:
Di 10 (a s l dng mua v): 113,
15 20: 137, 30 45: 401, 45 1 ting:
592, Trn 1 ting: 186
i mt mnh hay i chung: 387 i mt mnh,
738 i 2-3 ngi, 304 i trn 3 ngi

Nghin cu qua mini focus group

3 nhm khch hng c tui t 17 25, mi nhm 6
ngi, s nam v n nh nhau c s dng fast food t nht 23 ln / thng.
Cc cu hi xoay quanh 3 vn : V sao s dng fastfood?
Yu t quyt nh chn nhn hng fastfood? V c th
McDonalds nu launch Vit Nam hay khng? Ti sao?
Tng hp cc cu tr li ca p vin:
S dng fastfood v nhanh gn, c ch ngi chnh t, mt
m khi dng ba v to cm gic rt an ton v sinh thc
phm.
Yu t quyt nh chn nhn hng fastfood th chia ra 2
loi kin. Vi ln u tin dng th s u tin nhn hng
ni ting hn v xut hin nhiu. Vi ln th 2 tr i th
s chn nhn hng ngon hn, a im rng ri hn v la
chn ny c th thay i nu nhn no c gim gi
Tt c p vin u mun th n McDonalds trc
ht do t m, v y l tn tui ln trn th gii. Nu gi c,

Nghin cu qua Kho st

Kho st qua mng 113 khch hng trong
tui 18 - 25 vi 3 cu hi nhanh lin quan trc tip
n McDonalds:
1.Bn c bit McDonalds khng? 102 ngi
tr li C, 11 ngi tr li Khng
2.Nu McDonalds xut hin Vit Nam, bn
c mun dng th khng? 92 ngi tr li
c, 22 ngi tr li khng v 9 ngi C th
3.Xt theo thang im t 1 5, xp hng yu
t quyt nh bn s dng McDonalds?
Gi c: 4,32, Thng hiu: 4,18, a im: 2,7,
Hng v: 4,01, Qung co: 3,25

Tng hp
VN c dn s tr, nhiu nht l nhm 15 29 tui v y l
nhm i tng c li sng hin i, khch hng tim nng s dng
fastfood, xem cc ca hng bn fast food l mt kiu nh hng.
Ngi tiu dng thng ngi nn li trong qun nhiu hn l
i mua v v a s l i n nhiu hn 1 ngi
Khch hng la chn fastfood v khng gian tt, an ton v
sinh. Cc yu t la chn c cn nhc hng u gm: Gi c,
thng hiu v hng v
Khch hng bit McDonalds v mun th

Phn tch
i th

Th phn Fast food ti Vit Nam 2012

(FTA Research)
KFC

Lotteria

Jolie Bee

8%
13%
42%

37%

Khc

Nhuongquyenvietnam.com (2013)

i th chnh
Nhn hng

nh hng

Phn khc
khch hng

- G rn
- Khoai ty
chin
- Hamburger

-Vn ha phng
Ty,
- nh hng nh
hng,
- C khu dnh ring
cho tr em

- Gii tr 15 29
tui
- Tr em

- G rn
- Khoai ty
chin
- Hamburger

-Mn n Ty phng
vi gia v ng,
- Gii tr 15 29
- Qung b Chu
tui
hin i (VD
nh K-pop)

Sn phm

- Kt hp fastfood
- G rn
vi concept Gia
- Cc loi cm nh truyn thng
ca ng

- Gia nh c con
nh

SWOT

Strength
Thng hiu mang tnh
biu tng ton cu
Cht lng sn phm
tt
Weakness
Sn phm ch yu l
hamburger b, khng
ph hp vi khu v
ng thch n gia cm
hn
Chm chn ti Vit
Nam

Opportunity
Gii tr snh ngoi thch
li sng phng Ty, ham
ci mi
S quan tm ca d
lun s to viral cao
Thread
Bo ch ni v nguy c
gy bo ph ca fastfood
nh v hng v tr em
ang b KFC nm gi
phn ln

Khch hng

Ti l mt ngi tr hin i, thch

li sng nhanh gn v cao bn
lnh c nhn ca phng Ty. Lun
lun tm mi cch th hin s
Ty phng ca ti bng ngn
ng, gii tr, thm ch l c chuyn n
mc

KHCH HNG MC TIU:

M/F 16 29 tui, thnh th
Li sng hin i
A, B+

L tr em, em rt thch n nu kiu

Ty nhiu du m. Gia nh bn rn
vic lm n nn ba n gia nh cng
tha tht. Em s i ba m dt n
qun no khin em thy th v

KHCH HNG TIM NNG:

Tr em: 5 -14 tui
Gia nh thu nhp A

nh v

Thng hiu McDonalds l

thng hiu thc n nhanh dn
u ton th gii, cht lng
hng u dnh cho gii tr hin
i, gn vi tinh thn v li
sng ca mt c dn ton
cu: nng ng, c lp v
khe mnh

MC TIU
Ngn hn: 1 nm
nhn bit thng hiu: 60%
Chim th phn : 15%
M 4 ca hng ti Tp.HCM
Di hn: 3 nm
nhn bit thng hiu: 80%
Chim th phn : 30%
C 10 ca hng ti Tp.HCM, tin ra th
trng H Ni

CHIN LC
MARKETING
MIX

Thnh cng ca McDonalds da trn 2

yu t: Thng mi v Vn ha
New York Times

People - Process Physical evidence

* c o to bi bn, k nng
mm

* Nhanh, sch s (Hamburger: 15

30s)
* Dng chung vi nc Cocacola
* Mu sc: vng
* Thn thin, sch s, thong mt

Product - Price Place

* Hamburger BigMac l sn phm ch

lc vi cht lng ng nht vi ton th
gii trong khong thi gian xm nhp th
trng.
* Pht trin thm cc sn phm hp vi
khu v a phng, n king
* Gi cao hn (5 10%) so vi i th
* M nhiu t sales promotion v
combo gi r
* Ca hng chia ra 3 khu vc:
Grab&Go, Linger Zone, Flexible Zone
* M rng cc ca hng ti cc khu
vc trung tm, ng dn c

Promotion

* Truyn ti thng ip xoay quanh nh v

Thng hiu Ton cu
Giai on pre-launch v launch: Digital,
OOH
McDonalds Thng hiu ton cu
n / sp n Vit Nam v bc u
qung b li sng mi
Giai on Cng c: Billboard, Digital,
advertorial v sales promotion
Cht lng ton cu, hy th!
Giai on Pht trin: Ti tr, TVC, Sales
promotion v advertorial
Li sng ton cu, ha nhp nhng

ACTION PLAN

Giai on 1: 5/2014 Pre-launch

-Digital
marketing
(Facebook, Website) v
print ads trn Tui tr,
Thanh nin chy thng
ip
vi
ni
dung:
McDonalds

Biu
tng li sng vn ha
ton cu sp c mt ti
Vit Nam.
- Editorial v cuc chin
thc n nhanh teasing

6/2014: Ra mt ca hng McDonalds u

tin ti VN

- Chy billboard v banner

bo mng vi thng ip
n.
- Check in cho nhng
khch hng u tin
- Chun b lc lng xp
hng ngy u tin ra

Giai on 1: 6-8/2014
- Chy thng ip v Li
sng ton cu Nhanh.
c lp. Khe mnh
bng print ads

Giai on 2: Pht trin (9 12/2014)

- Chng trnh sales promotion:
Cho n khch hng c bit
nhn qu t ca hng, k nim
100 ngy vo Vit Nam
- Pht trin sn phm mi: n
king, combo gi r
- Bi Pr, gii thiu, Print Ads trn
bo, tp ch online/offline

Giai on 2: Pht trin (9 12/2014)

- Dng OOH, Digital chy thng ip

McDonalds tuyt vi nh nhau
trn ton th gii

Giai on 3: Cng c (t 12/2014)

- M thm t nht 2 ca hng
- Chy TVC, OOH, Billboard,
online vi cc ch : Ging
sinh, Tt km cc gi
khuyn mi gim gi hp
dn
- Chng trnh: Nhn qu
tng (Lego, Hello Kitty,)
- Ti tr: The Voice Kids
2015

Ngn sch &

K hoch d
phng