ti: S dng tp hp (3) cc phin bn qung co v mt loi sn phm( bt git, du gi u, kem nh rng).

Phn tch cc mu v ngha cc mu m qung co s dng v nhn dng tnh nht qun vi cc yu t khc ca phin bn qung co sn phm . Sn phm la chn : nc gii kht c ga Coca-cola, Pepsi-cola, Midrinda cam.

Phn 1 : L lun v nhn thc ca ngi tiu dng

1.1.1

Khi nim

Nhn thc l qu trnh m cc kch thch c la chn, sp sp v gii thch. 1.1.2 c im ca qu trnh nhn thc ca ngi tiu dng - Con ngi ch nhn c mt s t kch thch t mi trng. - Ch ti mt s t hn cc kch thch t s kch thch nhn c. - Xem xt khng khch quan cc kch thch m c tnh ch quan. - Nghin cu nhn thc l v vn con ngi b sung/ loi tr khi cm gic khi gn ngha cho cm gic. 1.2 H thng cm gic 1.2.1 Khi nim L nhng p ng trc tip ca cc c quan thn kinh th cm (mt, tai, mi, li, ngn tay) vi cc kch thch c bn nh nh sng, mu sc v m thanh. 1.2.2 Vai tr ca cm gic - Mng tng qa kh. - Mng tng thch th. - Quan trng vi loi hnh tiu th tha mn nhu cu tinh thn.

- D liu v thng tin cm gic xc nh cch thc p ng vi sn phm ca ngi tiu dng. 1.2.3 Phn loi cm gic a) Th gic Giao tip qua thi lc: nhn mu sc, nh sng, vn dng trong: - Kch c sn phm, phong cch, rc r khc bit vi i th cnh tranh. - Mu sc l c im giao tip tt nht ca thi gic. Mu sc - Rt phong ph v gi tr biu trng - Mang ngha vn ha dn tc, vng min - Mong i to ra bi mu sc, b tc ng kinh nghim v sn phm Vn dng - Mu sc bao gi, thay i mu bao gi. - Mu ca cng ty - Mu thnh hnh, mt b) Khu gic- mi Tc ng

- To ra cm xc hay cm gic bnh tnh - Mi lin h v kinh nghim to ra nhng p ng vi mi hng. - M rng lnh vc ng dng ca hng liu trong cuc sng hng ngy. c) Thnh gic Gm m thanh v ting ng Vn dng

- Giai iu qung co - nhn bit. - Nhc nn to trng thi th dn/ kch thch. - Tua nhanh thay i nhn thc v m thanh.

- Tc ng c tiu cc ln tch cc: tm trng bun b hoc vui v d) Xc gic C vai tr quan trng vi hnh vi mua ca ngi tiu dng Thay i trng thi thoi mi hoc cng thng Tng tc vi khch hng thc y bn hng Du hiu xc gic mang ngha biu trng

- Mm mi - th - Cao cp - thp cp - Nam - n - Nng - nh e) V gic To ra nhiu khu v mi tha mn nhu cu th nghim nh gi khu v Th nghim khu v giu tn

- Ngi c kh nng th cm tt - Lu cn tc ng ca nhn hiu - Nu tht bi phi sa i Ngng cm gic ca ngi tiu dng Ngng tuyt i: l mc ti thiu v ti a ca cc kch thch ngi ta c th Ngng khc bit: l kh nng ca h thng cm gic nhn dng nhng hay i/

nhn dng mt knh cm gic. khc bit gia hai kch thch cng loi. 1.3 Nhn thc chn la S tip xc: l mc con ngi nhn ra mt kch thch nm trong khong (vng) nhy cm hay cm gic. - Tp trung vo kch thch m h quan tm: l i thng ip khng lin quan.

- Tip xc c chn lc: + B lc nhn thc da trn kinh nghim trong qu kh ca ngi tiu dng, nh hng ti nhng kch thch s xem xt. + Thn trng nhn thc: khuynh hng nhn ra cc kch thch lin quan n nhu cu ( thc/ v thc) hin ti. Ch : L mc ngi tiu dng tp trung vo cc kch thch nm trong khu vc tip xc. Phn loi : ch c ch nh v ch khng ch nh (ch yu)

- Vn dng: Sng to trong hot ng qung co: qung co ngt qung, to nhng v tr khng quen thuc, to ra s tng phn v mu sc kch c. 1.4 Nhn thc ri ro 1.4.1 Khi nim: L s khng chc chn m ngi tiu dng phi i mt khi h khng th lng trc c v quyt nh tiu dng ca mnh. 1.4.2 Phn loi nhn thc ri ro: - V chc nng: sn phm c p ng c li ch mong i ca ngi tiu dng. - V vt l: Sn phm c tc hi cho bn thn v ngi tiu dng - V ti chnh: kh nng thanh ton, gi ph hp vi chi ph. - V tm l: sn phm mua c lm mo m ci ti (gy n tng vi xung quanh, tr nn hp dn xng ng). - V thi gian: Sn phm c tnh kp thi - V x hi: Vic la chn nh hng n giao tip vi cng ng, x hi. 1.4.3 Phng thc gim ri ro Phn phi chon lc: Minh chng bng kt qu thc nghim

- Cam kt bo him sn phm

1.5 Gii thch s vt c ngha nh th no 1.5.1 Khi nim Gii thch l nhng ngha m con ngi gn cho cc kch thch cm gic. Ph thuc vo gin m h gn ngha 1.5.2 c im - ngha c gn khc bit gia cc c nhn: nhn thc ca tng c nhn, c nhn mong i, hi vng tm thy g? - ngha khc bit l do ngha ph thuc gin : mc gi ra gin ph thuc ty vo kha cnh ca kch thch. - ngha khc bit l do m h kch thch din ra: ch mt kch thch c nhn thc r rng hoc n c nhiu ngha khc nhau. 1.5.3 Vn dng: Da vo mong mun v li ch ca bn thn gn ngha.

- To m h thu ht tranh lun.

Phn II : Gii thiu v cc phin bn qung co. Qung co l mt mt xch trong tin trnh marketing v l cng c quan trng truyn t thng ip thng hiu n ngi tiu dng. Mt qung co hiu qu s em li nhiu li ch ln cho doanh nghip. Qung co gip xy dng v lm gia tng nhn bit thng hiu ca doanh nghip, phn bit sn phm ca danh nghip vi sn phm ca cc i th cnh tranh v khuyn khch khch hng s dng sn phm. Thch thc ln nht vi ngi lm qung co l liu thng ip mnh a ra c hiu qu, c tc ng n nhn thc, tim thc ca ngi tiu dng, dn dt ngi ta n mua hng ca mnh hay khng. Lm th no gy s ch , khin ngi tiu dng nh ngay n thng hiu ca mnh gia mt rng qung co?

Mu qung co c xem l sng to ch khi n lm cho bn S.M.I.L.E (Smile c ngha l mm ci), lm ngi ta mun mua hng. Cng thc S.M.I.L.E l: S simple (n gin), M - memorable (d nh), I - interesting (gy ch - c ngm hiu), L - linked to the brand (gn kt tt vi nhn), E - emotional (gy xc cm v th v). Sau y ta s xem xt mt s phin bn qung co cng tm ra thng ip ca nh sn xut v cch thc m h dng khin ngi tiu dng mua mt hng kem nh rng ca h nhiu hn. 2.1 : Phin bn qung co nc gii kht Coca-cola. http://www.youtube.com/watch?v=24bwooSvQts&feature=results_video&playnex t=1&list=PL62DA26B099C61E5 Khi Coca- cola a ra cc chin lc qung co sn phm, Coca- cola lun s dng phng thc truyn thng ca mnh. l qung co lun c gn lin vi mt s kin no hay nhn vt c s dng trong cc qung co l nhng ngi ni ting c nhiu ngi bit n nh ca s, din vin, cu th bng ,...Cng vi nhng mu sc sc, m thanh sng ng, ho hng vui nhn nhng mu sc ch yu y vn l mu sc c trng ca Coca- cola l v trng. Ha chung vo khng kh n cho ngy hi bng ln nht hnh tinh 2010World Cup 2010 ln u tin c t chc ti Nam Phi. Coca- cola ra mt qung co TVC Coca cola World Cup 2010 lm khuy ng tinh thn th thao ca ca ngi hm m khp ni trn th gii. Qung co vn c s dng 2 mu ch o l v trng trn nn nhc Waving Flag, bi ht chnh thc ca World Cup 2010 vi s xut hin ca Phng Vi Ido, Mr.BRRRRRrrrrr Ngi hm m th thao vua trn khp th gii ang dn s ch v Nam Phi theo di nhng trn cu nh cao ca th gii vi y s phn khch v am m. Ti mt vng t kh cn thiu sc sng ca Nam Phi cng c nhng c ng vin cung nhit ang ch di theo. St vo- c th gii nh bng n cng bn thng nh mt cn bo m tm trn l Nam Phi, lan ta i khp ni trn th gii n vng t kh cn Nam phi ri n cc cng trng xy dng, n mi ng ngch,no ng khp mi ni. Cc fans cung nhit ca bng mi ni v c Vit Nam u ra ng h reo n mng bng bng nhng bng rn, khu hiu, kn, trngv mt ngi bn ng hnh cho FIFA nm y chnh l CocaCola. Sau khi thng thc hng v ca coca- cola t vng t kh cn tr nn trn y sc sng,mang nng lng i khp mi ni, ngi hm m cm thy sng khoi nh va c tip thm nng lng- BRRRRRrrrrrr.. Coca cola lun ng hnh cng World Cup, cng ngi hm m, Coca cola em li cho h nng lng, s sng khoi v lng am m gip h tip tc theo di, c v cho World Cup 2010. 2.2 : phin bn qung co nc gii kht pepsi-cola.

http://www.youtube.com/watch?v=uaRKyTmXRbY&feature=related Qung co gn lin m nhc nhm kt ni cng ng cc bn tr lun l cch hiu qu m Pepsi s dng trong nhng nm qua v nhng hot ng x hi nh t chc nhng sn chi,bui trnh din ca nhc hay pht Pepsi min ph ngy cng c cc bn tr yu thch v hng ng nhit tnh. Hiu qu nhng hot ng ny cng v cng to ln gip cho sn phm Pepsi ngy cng c bn tr yu thch hn,chinh phc c khch hng tr tui mi cng tham gia v thng thc nhng chai Pepsi mt lnh. Ngay t nhng giy u tin ca qung co th bn nhc Rock mnh m vang ln vi cu ht khy ng mnh lit : qu ! qu ! Pepsi i! vi ging ca ca Kasim Hong V , Kim Jojo ,H Anh Tun tht s thi bng khng kh si ng nhit tnh trong mi bn tr v cng ha mnh chung vi khng kh : sc tr,tha am m y chnh l thng ip v l chng trnh qung co ln nht ca Pepsi thc hin nhm kt ni cc bn tr khp mi ni cng ha chung vi tinh thn sng ,sng vi am m ca gii tr Vit Nam. Nhng mi ch l nhng cm xc si ng u tin m Pepsi mang n,ngay sau giy pht th bt cht mi ngi dng li,m nhc cng tm dng v mi ngi dng nh ang yn lng ch n mt iu bt ng g sp xy ra to ra mt cm gic hi hp, hng th ch i cho ngi xem v bt cht ting bt non Pepsi vang ln : x xiiiii. Vang ln ri mi ngi cng nhau thng thc nhng non Pepsi mt lnh tht sng khoi. Tht n tng v th v khi mi ngi xem n y Pepsi rt kho lo v thng minh khi a mi ngi i ht t th v ny n bt ng khc. V ri sau khi thng thc nhng non nc Pepsi mt lnh,sng khoi xong th dng nh mi ngi nh cng thm hng phn,c tip thm la v khng kh ca bui biu din cng si ng v chy ht mnh hn cng cc ca s. v ri tinh thn qu Pepsi cng lc cng y ln cao , dng nh cn bo ang lan ta n tt c mi ngi c nhng ngi ang xem on qung co ny, chnh khng kh si ng ca on qung co khin cho ngi xem cm nhn c c hng v kht ca nhng chai Pepsi mt lnh cho d h khng c thng thc nhng h nh ang c ha mnh vo tinh thn chung ca cc bn tr m Pepsi mun truyn t ti tt c mi ngi. n tng vn cha dng li cho n nhng pht cui cng khi m mi ngi c thng thc m nhc si ng,chai Pepsi mt lnh sng khoi ,v cng nhy ht mnh th cng n lc thng ip c ng c gi n cc bn tr y mnh m,ngn gn : qu Pepsi i!. iu cui cng quan trng nht c nhn gi ngn gn nhn y cm xc : nhc n Pepsi l nhc n s sng khoi ,qu . V bn s c thng thc cm xc mi khi ung chai Pepsi mt lnh. Pepsi khng ch thnh cng khi to ra cm xc cc ,cc sng khoi m cn thnh cng khi li n tng,khc su hnh nh Pepsi trong

tm tr khch hng . iu c th hin hnh nh,mu sc ch o c s dng trong qung co l mu xanh v trng-mu tng trng cho hnh nh Pepsi,t trang phc cho ti nhng nhc c ,bu tri mu xanh l mu ca s ti mt v tr trung,mu ca s ha bnh thn thin.Hnh nh chai Pepsi xut hin t ngt ,mnh m bn cnh dng ch t bng tuyt : qu pepsi i! cng nhn mnh thm s mt lnh,sng khoi ca lon pepsi mt lnh on qung co ngn gn nhng y cm xc rt thnh cng khi chinh phc c ng i tng l cc bn tr v c v tinh thn sng ht mnh vi nhng am m v vui chi sng khoi cng Pepsi mt lnh. Tinh thn sng ht mnh ca cc bn tr c thi bng ln bng sc nng ca cc ca s ni ting v cc bn tr trong clip qung co ny. i tng khch hng tr tui hon ton c chinh phc bi m nhc,nhy tng bng cng nhng chai Pepsi mt ln trong tay. 2.3 : phin bn qung co nc gii kht Midrinda cam.
http://www.youtube.com/watch?v=WVRFddkRukA

on clip ngn gn ch 30s nhng th hin y v thnh cng thng ip m sn phm mun gi ti khch hng ca mnh l : Mirinda - Thng hiu ca tui Teen nng ng v am m khm ph . Tt c mi th xut hin trong on clip u hng ti gii tr nng ng thch khm ph, y tr trung si ni. m nhc si ng kch thch, khy ng cm hng cho cc bn tr , cng vi nhng li c v,khng nh mnh m : Midrinda v cam cc mnh tun tro cm hng khm ph thc s lm cho khng kh trong on qung co thm n tng ngay t u. Khng ch m thanh si ng m c nhng hnh nh tr trung,nng ng ca cc bn tr kt hp vi hiu ng hnh nh c o, th v , mu sc sc s vi gam mu cam ch o thc s to nn sc nng cho clip qung co si ng v y cm hng vi cc bn tr nng ng. Midrinda rt thnh cng trong clip qung co khi s dng hnh nh cc nhn vt trong tr chi Audition rt c cc bn tr a thch trong nm 2006-2008 (i tng khch hng chnh ca Midrinda) chnh cc nhn vt trong Game tr thnh s gi hnh nh cho nc gii kht Midrinda mt cch nhanh chng, v hiu qu nht bi v cc nhn vt ny tr nn rt gn gi v thn thin vi cc b tr lc by gi. iu ny gip cho Midrinda khi mi bt u xut hin trn th trng thi nhng n nhanh chng chim c cm tnh ca cc bn tui teen. Khng ch vy m do nhm khch hng ny li thng xuyn chi Game nn Midrinda tr thnh ngi bn ng hnh vi cc bn tr trong cc tr chi,gip tha mn cn kht,mang li s sng khoi trong khi chi.Thnh cng ln nht ca Midrinda l to ra c phong cch v bt nhp c xu hng v li sng ca gii tr

khin cho Midrinda tr thnh nc ung c cc bn tr a thch v chn la ph hp vi mnh. Kt thc on qung co l li khng nh ngn gn : Midrinda chai nng ng Mi! nh khc su trong tm tr ngi xem li n tng rt lu. Li khng nh rt d nh ra gip cho khch hng s nh ngay n sn phm nc gii kht Midrinda mi khi h c nhu cu gii kht. Mt on clip ngn gn nhng rt thnh cng trong vic : truyn t y thng tin, nh trng tm l khch hng mc tiu, li n tng v d nh trong tm tr ngi xem v to c cm gic ham mun c khm ph,s dng v th hin mnh cng vi nc gii kht Midrinda v cam cc mnh. Phn 3 : ngha ca mu sc v tnh nht qun vi cc yu t khc ca cc phin bn qung co Mun xy dng c nhng biu tng hng ho c uy tn rn th trng th vic qung co l mt gii php ti u trong chin lc ca cc nh qun l kinh doanh trn th trng. V vy nhim v t ra cho cc cng ty v nh qung co l rt quan trng. Lm th no thng tin t nh sn xut n vi ngi tiu dng mt cch nhanh nht, chnh xc nht v n tng nht. Rt nhiu cu hi c t ra, mt lot phng n c thc thi nhng c l n gin nht v cng l phc tp nht l mu sc. Bi mu sc c sc thu ht rt ln, con mt chng ta thng nhy cm vi mu sc hn l vi hnh khi. Cc hin tng mu sc thng c tc ng mnh n tm l v cm xc ca con ngi. Mu sc l phng tin hu hiu nht gip qung co tip cn mt cch nhanh nht ti mc tiu qung co l con ngi. Mu sc ca thng hiu rt quan trng! N nh hng ti tm l ca khch hng khi la chn mt sn phm, chnh v vy mt sn phm, mt thng hiu mun c s quan tm ca nhiu ngi cn phi th hin c tnh cht, cng dng cng nh tin cy ca thng hiu . Mt mu sc thng hiu tt l mu sc c th thu ht khch hng t ci nhn u tin, gy c n tng mnh. 3.1 ngha ca mu sc ( mu ca bao b, nhn hiu sn phm, mu nn ca qung co)

 Nc gii kht Coca-cola v trng l hai mu sc c trng trn logo, bao b ca sn phm nc gii kht Coca-cola t khi mi thnh lp cho n ngy nay. Chnh v s trung thnh v mu sc ny gip khch hng c th nhn bit d dng, to n tng cho khch hng gip thng hiu khc su vo tm tr khch hng. Ti sao Coca- cola li khng chn mu sc khc ni ln thng hiu m li chon mu v trng??? Khi chn mu cho mt nhn hiu hoc mt logo, cc nh qun l thng tp trung vo tm trng m h mun to ra cho ngi nhn, hn l bn sc c o no ca nhn hiu. V khi tm trng c xem l quan trng, cc yu t khc phi nhng ch. Mu sc lun l mt ci g kch thch nhn quan ca con ngi. c bit l trong vic lm cho mt ci g tht s ni bt m cn c s h tr ca mu sc. Vn kh l khi i su vo kha cnh tm l ca mu sc, th y li l mt vn kh phc tp. Khng phi vic chn hay phi mu l n gin. Nht l khi tm ra c cho mnh ngha ph bin nht ca mu sc trong kinh doanh. Mi vt u bt u t mu trng l s khi u, l nhng th u tin nht. Mu trng trn thng hiu ca coca cola cho chng ta bit y l loi nc ung gii kht c gas u tin trn th gii, v lun ng u trong cc sn phm cng loi. Mu trng th hin s khi u- chng ta c th thy r trong cc qung co ca coca cola, coca cola lun c xut hin cho mt ngy mi,mt chng trnh hay mt s kin no . Mu trng gin d lm nn cho cc mu khc v Coca cola la chn mu trng lm nn cho mu . Mu c coi l mu ca nng lng v gy kch thch n l mu sc tc ng trc tip ln tuyn yn ca bn, lm tng nhp p ca con tim v l nguyn nhn khin bn th nhanh hn. Mu l mu p va mt ngi nhn, l l do ti sao 45% cc quc k trn th gii u c mu . V y cng l mu thu ht s ch ca mi ngi nhiu nht, th hin s nng ng, trn y nng lng v to ra cm gic khu gi, kch thch tr t m. N cng gi nn s am m, tnh yu v lng ham mun, m khng mt mu sc no khc c th lm c iu ny. Mu ca Coca cola th hin vi khch hng, y l mt loi nc c gas, gip con ngi tnh to, khe khon tr li, em li s sng khoi tuyt vi, th gin tip thm nng lng v to s hng phn cho mi hot ng. Vic chn mu nu l mu nc

ca Coca l ph hp v to nn thnh cng thc s cho hng. Mu to nn s khc bit v phong cch ring cho thng hiu Coca cola t xy dng mt hnh nh quen thuc trong tm tr khch hng a chung ung ny. Bn cnh mu cng l tn hiu ca s nguy him v tnh trng n nn.V vy vi vic s dng 2 mu v trng xut hin 2 lung kin tri chiu. Mt cho rng mu sc logo ca coca tht s l 1 sng to ln nhng c lung kin cho rng la chn mu ca coca l 1 sai lm. Bi sn phm m coca kinh doanh l nc c ga vi c tnh lm gim cn kht mang ti s sng khoi cho khch hng. Nhng mu li l mu mang li cm gic nng bc, kh chu. Tuy nhin da vo nhng thnh cng m coca t c trong thi gian qua, chc hn chng ta c cu tr li cho vic la chn logo ca coca l thnh cng hay sai lm. Vi vic s dng mu sc ca coca cola trong thit k thng hiu chng ta c th nhn thy tp khch hng m Coca cola hng ti l cc gii tr nng ng, a thch s khm ph,am m v mo him, thch th hin bn thn v cn nhiu nng lng cho hot ng vui chi, gii tr. V cn mt tp khch hng m Coca hng ti l khch hng lu nm trung thnh vi sn phm t khi mi c thnh lp. Nc gii kht Pepsi-cola. Mu xanh l mu ch o trong hnh nh logo cng nh cc bng rn khu hiu ca sn phm Pepsi-cola hon ton i lp vi mu ch o ca i th ca mnh l Coca-cola. iu ny gip cho khch hng d dng nhn bit cng nh phn bit c nc gii kht Pepsi so vi i th ca mnh.Quay tr li lch s ung gii kht th Pepsi l mt ngi sinh sau mun so vi ngi khng l Coca Cola l i th cnh tranh hng u ca Pepsi . Khi Pepsi cha ra i th Coca Cola c chim th phn nc ngt trn th gii. Mu rc r ca Coca Cola hin hin mi ni in su trong tm tr mi ngi. L ngi i sau, nhim v t ra cho Pepsi l v cng ln. Lm th no cnh tranh, chim ch c mu kia? Phng n t ra cho cc nh hoch nh chin lc l: Mt mu xanh ti tr.Mt mu xanh y sc sng, mt mu xanh th hin nim tin tng vo chin thng trc mi kh khn khng nh c v tr, lng tin i vi mi ngi. cn l kht khao ca gii tr. Na phn trn logo th hin lng kht khao mnh lit vo chin thng. S kt hp gia hai mu xanh, c sc thu ht th gic ln. Hai mu i lp xanh c ging ho bi mt mu trng gia to mt tng quan p, n tng.

Mu trng ca ch Pepsi lm phn trn ca logo cng gii quyt c phn b cc: va mnh m chc chn, c chnh c ph to ra mt s hi ho trong tng th. Logo mi ca Pepsi vn gi nguyn tng mu xanh- -trng truyn thng cng vi 2 ng ln sng lun c gi li nhng c thay i hon ton thnh ,Logo mi cng b i phng ch m, nghing, thay vo mt phng ch nt mnh, khng vit hoa, mang phong cch nh nhn, mm mi v ti gin hn.Pepsi quyt nh i theo hng ti gin ha, chn cho mnh mt phong cch kim li vi thit k cht lc, nhiu khong trng. Phong cch ny, loi b trit cc chi tit trang tr rm r, gip thit k tr nn ni bt hn, tng t nh trong mt khng gian trng by, vng trng quanh mu vt cng ln, ngi xem s cng nhanh ch ti n. Nc gii kht Midrinda cam. Cng ty Pepsico la chn mu cam lm mu sc tng trng cho sn phm nc gii kht Midrinda cam l hon ton ng n v hp l. n gin bi v Midrinda cam l nc ung c v cam ,mu sc nc ung cng l mu cam vy th iu ng nhin y mu sc s dng cho thng hiu nc gii kht Midrinda cam chc chn l mu cam . Ch cn nhc ti Midrinda l ngi tiu dng s nh ngay n mu cam v khi nhn thy hnh nh mu cam h s nh ngay ti nc gi i kht Midrinda.Mu sc to nn hnh nh Midrinda v Midrinda to ra mu sc ring cho mnh gp phn ln lao vo thnh cng cho thng hiu Midrinda khi mi bt u xut hin trn th trng. Mu da cam l mu ca s vui v, ci m, hi hc v trn y sinh lc. Mu pha trn vi s tr trung v sc sng ca mu vng, mu cam c xem nh mu ca tnh tp th v rt hp vi th gii tr nng ng. Nhiu nghin cu ch ra rng s xut hin ca gam mu cam nh hn s c tc dng li cun v m rng quy m th trng ca sn phm. Mu cam l mu sc nng to cm gic kch thch,hng th v hng phn vi cc bn tr v c bit ph hp vi nhng bn tr nng ng thch khm ph. V y cng chnh l i tng khch hng mc tiu m Midrinda mun nhm ti.Phi ni rng Pepsi-Co la chn mu sc cho Midrinda hon ton ph hp vi tt c nhng yu cu mun t c. Chnh s la chn thnh cng mu sc lm cho Midrinda tr nn quen thuc vi ngi tiu dng khp c nc bi sc mu ni bt v hng v tri cy c o (v cam mnh m ) lun to hng khi mi cho ngi thng thc, tng cm gic sng khoi, mnh m v nng ng.S thnh cng cn c nhiu ngi bit n khi trong nm 2008 Midrinda mang v mt vinh d ln cho i gia nh

Pepsi Co. Vit Nam vi danh hiu Thng hiu ni ting 2008. Gii thng do Phng Thng mi v Cng nghip Vit Nam VCCI phi hp cng cng ty Nghin cu Th trng Nielsen kho st trc tip vi ngi tiu dng, khng nh lng tin ca gii tr Vit Nam vi mt thng hiu nc gii kht ln trong sut nhng nm qua. 3.2 : Tnh nht qun v nh gi tnh nht qun ( v ngha) ca mu vi cc yu t khc ( m thanh, mi v,nh sng, kch thc, mu m) Nc gii kht Coca-cola Chin dch ca Coke ln ny ly tng ch o l cc hot ng n mng chin thng mt cch y ngu hng. n tng v y ho hng l cm gic m mi ngi cm nhn sau khi xem xong on qung co ngn gn ca Coca-cola trong ngy hi bng ca th gii. - m nhc: bn remix ca bi ht Wavin Flag, bi ht chnh thc ca chng trnh FIFA World Cup 2010 lm nhc nn trong on phim qung co ny,ca khc li Vit do ca s Phng Vi th hin rt si ng v trn ngp khng kh ngy hi bong ln nht hnh tinh.ca t tr trung,vui ti trong on qung co lm cho ngi xem cm xc y hng khi v phn khch to ra mt bu khng kh khuy ng tinh tinh thn bng ca cc bn tr yu th thao.m nhc l ngi bn tinh thn gn gi, thn thin v d dng i vo lng ngi xem hn ,v nhng ca khc si ng,c v c s dng thnh cng trong clip ha cng mu sc Coca-cola World to nn mt ngy hi bng ln nht hnh tinh. - Coca cola c mi v rt ring,c trng khc bit ca l cy coca kt hp vi cng thc pha ch ca mnh to ra mt thc ung kinh in trn ton th gii c ngi tiu dng a thch v la chn. Hng v c trng ca nc ung Coca-cola em n cho ngi tiu dng cm gic sng khoi,tha cn kht sau khi ung v mi thm ca nc ung m khng mt sn phm no c th thay th c cho d vn lun xut hin rt nhiu loi thc ung mi trn th trng. - Hnh nh chai Coca-cola khng l v hiu ng sng lan ta s dng trong on clip cng vi mu v trng trong cc trang phc ca din vin cm chai Coca- cola trong tay trn khun mt trn y sng khoi ,vui ti to ra mt khng kh bong vui nhn v trn ngp khp mi ni gy c n tng mnh m vi ngi theo di. tt c nh u cng chung mt nim vui ,nim hn hoan n cho ngy hi bong cng xem,cng thng thc bng vi Coca-cola. -Bao b logo sn phm :S phi hp gia mu trng v mu trong mu logo Coca-Cola gi c s gin d v c o quyn r nhng tm hn tr trung. Kiu ch tho nh nhng uyn nhng li mang mt cm gic khe khon nng ng

ca gii tr nng ng trn y sc sng. Hnh dng chai Coca-Cola cng tng trng cho Lng nhit huyt tui tr chu M. K t , nhiu thit k mu dng cho Coca-cola c a ra trong sut c thp k qua. Nhng ph bin nht trong nhng nm hong kim 1915 vn l kiu dng chai c cong vi ci tn contour bottle- c eo, v c bit nhiu nht l kiu chai hobble skirt-g nhp nh. D c chi tit thit k sai st nh cacao pod, kiu dng cng nh logo Coca-Cola c rt a chung v thng c nh gi l mu thit k tuyt vi nht. Nc gii kht Pepsi-cola. Cui nm 2010, Pepsi tung ra chin dch qu Pepsi i vi TVC qung co sc tr, Tha am m, TVC di 2 pht 30 giy vi s gp mt ca Kasim HongV, Kim JoJo, inh Mnh Ninh, T Quang Thng, H Anh Tun.Chng trnh qung co rm r ca Pepsi thu c nhng thnh cng to ln thu ht c cc bn tr nhit tnh tham gia ng thi nng cao v th v nh v chc chn hn trong tm tr ngi tiu dng. -m nhc trong on qung co rt thnh cng c c bn tr yu thch v tr thnh tinh thn sng ca cc bn tr. Hai yu t quan trng khng km to nn thnh cng ca bi ht ny l tc gi sng tc v ca s th hin. Phng Uyn ngi c mnh danh l nhc s ca nhng bi ht rc la sng tr, to nn " sc tr, tha am m" - ca khc c v l hnh khc mi ca th h tr Vit Nam. Cc ca s quen thuc ca gia nh Pepsi: H Anh Tun, Kasim, Kim Jojo th hin xut sc v to nn sc nng cho bi ht ny. " sc tr, tha am m" khng ch chinh phc thnh gi tr bi tinh thn sng ht mnh vi am m m cn chim c cm tnh nh li ht gn gi, khng khoa trng hay h khu hiu. Mi ngi u c th tm thy chnh mnh khi ct ln li ht. chnh l sc ht khc bit ca bi ht ny. Khi xem xong on qung co nay th mi ngi dng nh u cm thy nhng li ht si ng,vui nhn cn vang mi trong tm tr mnh. V khi ca khc ny vang ln mi ngi u cm nhn c hnh nh ca Pepsi trong ca khc mt mu xanh ti mt v sng khoi mang li cho mi ngi ,bi ht dng nh gn lin vi hnh nh ca Pepsi trong cc trng trnh qung co ca cng ty Pepsi. -Hnh nh trong on qung co cng rt gn gi vi cc bn tr nng ng,t vic s dng cc ca s tr ang c hm m,ti cc bn tr ti vui , nhit tnh sn sng chy ht mnh l mt s chn la k cng th hin ht c tinh thn sng v s ti tr trong on qung co ny. Mu xanh cng l mu ca s ti tr, gn gi v du mt vy nn cc ca s tr ni ting v cc bn tr s lm i din hnh nh hon ton chnh xc v ph hp vi hnh nh ca thng hiu Pepsi. Bn cnh ta cng thy rng bao trm ton b on qung co l

mu xanh ca trang phc ca cc din vin ch o l mu xanh v trng khng h thy xut hin mu -mu ca i th ,mu xanh ca cc nhc c,mu xanh ca da tri cho thy s nht qun ca mu sc qung co vi mu ca logo biu tng ca Pepsi. -Mi v ca co Pepsi cng ging nhng ca Coca nhng dng nh vn c s khc bit so vi i th th Pepsi c hng v mnh hn v ngon hn v em li cm gic sng khoi ,mt m thm ngon. Mu xanh lm cho ngi ta cm gic d chu th cng ging nh vy lon Pepsi mt lnh gip em li cho bn mt cm gic kht ,sng khoi m ta c th cm nhn qua nhng m thanh sng khoi ca cc bn tr khi thng thc nhng lon Pepsi mt lnh. Hng v thm ngon ca lon Pepsi lun lm ngi s dng thy kch thch v a thch s dng v nht l trong nhng cuc vui vi bn b th nhng chai Pepsi s lm cho cuc vui thm trn vn v ho hng hn na. - Dng ng nc ng lon gip thun tin khi vn chuyn bo qun v mang li nhng cm gic sang hn,ng cp hn.Mu sc trn thn lon cng ti mt y mu sc ti tr, s phi hp hi ha gia xanh trng em li cm gic bt mt,thn thin. m thanh ca np lon mi khi bt to co gic hng th vui tai cho ngi s dng,m thanh nh mi gi bn cng thng thc v cm nhn. Khng ch vy m dng ng lon ny d dng thu hi v ti s dng rt thn thin vi mi trng xanh. Tt cc cc yu t m thanh,mu sc,hnh nh ,logo u cng u mt mc ch em li cho ngi xem mt cm gic ti tr,si ng sng khoi v thn thin vi ngi tiu dng.s nht qun em li thnh cng ln cho Pepsi ng thi cng gi mt thng ip mun nhn nh ti i th trc tip ca mnh rng khng c g l bn vng v mi mi nu nh khng c quan tm , chm sc lin tc.v v tr dn u th trng nc gii kht hon ton c th ri vo tay cng ty Pepsicola. Nc gii kht Midrinda cam. Bt u on clip qung co l hnh nh cc bn tr ang ngi say sa ,vui v chi Game vi chai Midrinda chai nng ng bn cnh,sau cc bn tr ng dy th gin bng cch ng dy m lp chai Midrinda v thng thc hng v thm ngon ca cam tri cy,sau m nhc ni ln v cc bn tr dng nh ha thn vo th gii ca cc nhn vt trong tr chi Audition y si ng,v thoi mi cng nhau nhy,cng ha nhp vi cc iu nhy , m nhc v cng tn hng hng v ca nc cam Midrinda . Kt thc on clip l li khng nh ngn gn nhng cha y thng ip mun gi gm ti cc bn tr : Midrinda chai nng ng mi! nh khc su trong lng tm tr ngi xem v nh li mi gi cc bn

hy cng ung v cm nhn v cam mi ,chai mi dnh cho nhng bn tr yu thch s khm ph. Mu sc,hnh nh,m thanh,v hiu ng trong on qung co cng nhau th hin mt thng ip ti khch hng l : Mirinda - Thng hiu ca tui Teen nng ng v am m khm ph. -m nhc trong on qung co: cng nh cc on qung co nc ung gii kht khc ca Coca v Pepsi th nc ung gii kht Midrinda cng s dng nhng on nhc vui nhn,tr trung c cc bn yu thch. on nhc Dj c yu thch trong tr chi Audition c dng lm nhc nn cho on qung co l hon ton ph hp vi cc bn tr teen thch s vui v,nng ng,v nhit tnh.cng vi l nhng li qung co gii thiu trong on qung co : Midrinda v cam cc mnh tun tro cm hng khm ph nh mi gi v thch thc cc b tr cng thng thng thc v cm nhn hng v ca Midrinda cam mi! - Trong on qung co cc bn tr ha thn thnh nhn vt trong tr chi Audition trong trang phc mu da cam rt c yu thch trong tr chi ny mang n cm gic gn gi,v d dng to c thin cm vi khch hng nht l cc bn tr teen nng ng, cc nhn vt ha mnh cng m nhc si ng v mu sc tr trung ,sc s ca m hi to Midrinda. Cc nhn vt cng nhy nhng iu nhy trong tr chi yu thch y hng khi v cng chia s cho nhau nhng chai Midrinda mt lnh khin cho ngi xem nh ang c ha mnh vo trong bui v hi v nh chnh mnh ang cm nhn hng v hng cam tri cy. Gp phn vo thnh cng ca on qung co cn phi k n nhng hiu ng hnh nh y sng to v p mt kt hp vi nh sng ca n sn khu v tit tu nhanh ca m thanh,v o si ng khng th n tng hn. - Midrinda c mi v c trng ca cam rt thm ngon,ngt mt v sng khoi. Mu sc ca nc Midrinda cng c mu vng cam ca cam ti chn vng gip gii ta cn kht v xua i nhng mt mi khi hot ng vui nhn,kch thch cc bn tr hng say,nhit tnh hn trong nhng ba tic vui v bn bn b v ngi thn. Hng v ca Midrinda cam rt thch hp vi nhng n trong cc bui lin hoan nh bnh ,ko,bim bim,hoa qu chnh iu ny khin cho Midrinda tr thnh nc ung c a chung v s dng cho cc bn tr vui lin hoan. - Kiu dng v logo ca Midrinda cam : Trong clip qung co cng ty Pepsi-co Vit Nam gii thiu n cc bn tr chai nc gii kht ng chai nha mi ph hp vi cc bn tr nng ng ,thng xuyn di chuyn ,s tin li ca dng chai nha ng chai l b c th mang n i bt c ni u bn mnh v c th thng thc bt k lc no bn cm thy kht,cng nhn d dng ct i mi khi dng khng ht. Chnh v i tng l cc bn tr tui Teen nng ng th s tin li ca

dng chai nha mi ny l rt b ch v hiu qu. Kiu dng ca chai cng rt thon gn,d cm to cm gic thoi mi trong tay ngi s dng,dung tch ca chai Midinda cng khng qu ln cng khng qu nh thch hp s dng cho mt ngi s dng.Logo ca chai Midrinda cam cng thit k mang mu sc cam hon ton hi ha vi mu sc ca nc ung,dng ch Midrinda c thit k tr trung,ng nghnh i din cho mt tui teen y ho hng v khm ph nhng iu mi b ch qua vic vui chi tch cc. bn di dng ch Midrinda l hnh nh nhng mi cam mng nc c thit k sng to cng gp phn to cm gic kch thch,thm mun c thng thc. Tm li Pepsi Co thnh cng trong vic xy dng thng hiu Midrinda trong tm tr khch hng qua on clip qung co ngn gn ca mnh.tt c c yu t mu sc,m thanh,mi v kiu dng,logo c s dng thnh cng cng lm nn mt hnh nh nc gii kht thm ngon rt ph hp cho cc ban tr teen nng ng v a khm ph.Midrinda ang ngy cng tr thnh mt thc ung c cc bn tr a chung s dng th hin phong cch gii kht ring c tnh ca mnh cng l nh mt phn chin dch qung co hiu qu ca cng ty Pepsi Co