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Coca Cola

Coca Cola

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Published by: Quốc Sơn on May 21, 2012
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PHAN TICH CHIEN LUOC MARKETING CUA COCACOLA

NHOM2

MUCLUC . .
Ai Glen THIEU VE CONG TY COCACOLA. II sa LUOC HINH THANH III LlCH sO' VE CONG TY COCACOLA VIET NAM BI PHAN TICH Mal TRUONG VI MO II Mal TRUONG KINH TE 1/ TANG TRUONG KINH TE 21 MITe !iii suat: 31 Lam philt: III Mal TRUONG CONG NGHE 1111 Mal TRUONG VAN HOA xA HOI.. IVI Mal TRUONG NHAN KHAU HOC. VI Mal TRUONG ToAN CAU : VII Mal TRUONG CHINH TRI PHAp LuAT CI MO HINH NAM LUC LUONG CANH TRANH II cAc DOl THU NHAp CUOC TIEM TANG III CANH TRANH GIO'A cAc DOl THU TRONG NGANH 1111NANG LUC THUONG LUONG CUA NGUOI MUA: IVI NANG LUC THUONG LUONG NHA CUNG CAP: VI cAc sAN PHAM THAY THE: DI PHAN TICH CHIEN LUOC MARKETING II PHAN DOAN vA LU A CHON THI TRUONG MUC TIEU II PHAN DOAN THI TRUONG 21THI TRUONG MUC TIEU III DINH VI 1111CHINH sAcH sAN PHAM IVI CHINH sAcH GIA VI PHAN PHOI: VII QuANG cAo: VIII KHUYEN M.AI: 2 2 3 .4 4 .4 4 4 4 5 6 6 7 7 7 7 8 8 8 9 9
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9 10 11 13 14 14 15

GVHD

NGuyEN XUAN LAN

TRANG 1

PHAN TICH

CHI EN L110C MARKETING CUA COCACOLA

NHOM2

AI Glen THI~U
II

VE CONG TV COCACOLA
THANH

so LUQC

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da th~t su' thu hut dU'<;1c chti y cua hau het nhfrng ngU'Oi thuong thtrc su' boi htrong thom va man sac hap dan. Cocacola la cong ty san xuat nUoc giai khat c6 gas sO mQt the giOi. Ngay nay, ten nU'oc giai khat Cocacola gan nhtr dU<;1c oi la mQt bieu nrcng cua nUOc My, khong chi 0 My rna c hau nhu' 0 200 nU'oc tren the giOi. Cong ty phan dau lam" uroi mol" th] truong, lam phong plni noi lam vi~c, bao v~ moi trucng va cung cO truyen thong cong cluing. Tren giOi, Coca-Cola hoat dQng tiili 5 vimg: Bac My, My Latinh, Chan Au, Au A & Trung Dong, Chan A, Chau Phi a Chau A, Coca-Cola heat dQng tiili 6 khu vl!c: 1. Trung Quoc

Vao nam 1886, Ian dau tien Coca-Cola dU<;1c iOi thi~u den cong cluing g

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3. Nh~t Ban 4. Philip in 5. Nam Thai Binh DU'Ong & Han Quoc (Uc, Indonesia, Han Quoc & New Zealand) 6. Khu vue phia Tay va Dong Nam Chan A (SEW A) Cac nhan hieu cocacola tren th] tnrong hien nay:

GVHD

NGuYENXUANLAN

TRANG 2

sau khi Hoa Ky bai bolenh cam v~n thtrong mai.Thanh phO HO Chi Minh Han 600~000 USD d:au ttl roo cac hQ9£d!Qng Glao DlJjcva hO trQ CQngdlong GVHD NGu'YENXUANLAN TRANG 3 . • Thang 1 nam 1998: Them mQt lien doanh nCraxuat hien tat mien Trung . ~ HO CHI MINH. • Thang 6 nam 2001: Do su' cho phep cua Chinh phu Viet Nam. • Thang 10 nam 1998: Chinh Phu Viet Nam da cho phep cac Cong ty Lien Doanh trO thanh Cong ty 100% vOn dau nr nLfOcngoai.ii Da Nang va Ha NQi cling chuyen sang hinh thtrc sa hCrunrong nr. Cac Lien Doanh cua Coca-Cola tat Viet Nam Ian 1l1Qtthuoc ve quyen sa hCruhoan toan cua Coca-Cola Dong DLfOng. • 1960: Lan dau tien Coca-Cola duoc giOi thieu tat Viet Nam.ii Viet Nam va bfH dau qua trinh kinh doanh lfiu dai.Coca-Cola Non Nl10c.ola Vi~t~N(l[mco BA NANG 3.PHAN TICH CHI EN L110C MARKETING CUA COCACOLA NHOM2 III LICU SU VE CONG TV COCACOLA VI~T NAM GiOi thieu H~ndau tien tat Viet Nam nr nam 1960 va da trO li.Thanh Pho HO Chi Minh.ii tLrthang 2 nam 1994. mQt trong nhirng T~p Doan Dong Chai danh tieng cua Coca-Cola tren the giOi. c6 tru sa tat mien Bac. • Thang 9 nam 1995: MQt Lien Doanh tiep theo tat mien Nam mang ten Cong ty Nl10c Giai Khat Coca-Cola Chl10ng Duong cling ra dOi do str lien ket giCraCoca-Cola va cong ty Chl10ng Dircng cua VietNam. nhat may dong chat tIen tom qullc HA TAy-" • So lUQng nhin • • viem 900 ngU'Oi TrlJj sa ehlnh: QU~II! Thu But . • Thang 2 nam 1994: Coca-Cola trO li. • Tlt ngay 1 thang 3 nam 2004: Coca-Cola Viet Nam da dl1QC chuyen giao cho Sabco. VOn dau tl1: tren 163 trieu USD: • Deanh thu trung binh mOl nim: 38. dLfQC thuc hien do su hop tac vOi Cong ty NLfOcGiai Khat Da Nang. ba Cong ty NLfOcGiai Khat Coca-Cola tal ba mien da hop nhat thanh mQt va c6 chung sir quan ly cua Coca-Cola Viet Nam. • Thang 8 nam 1995: Lien Doanh dau tien giCraCoca-Cola Dong Duong va cong ty Vinafimex dLfQcthanh l~p. d~t nu sa tat Qu~n Thu Duc . D6la quyet dinh lien doanh cuoi cimg cua Coca-Cola Dong Dircng ti.ii Viet Nam.va su thay dOi nay da dLfQcthuc hien tnroc tien bOi Cong ty Coca-Cola Chl10ng Dl10ng .mien Nam.500 tr:il~uUSD Ccaca-f. • Thang 3 den thang 8 nam 1999: Lien doanh ti.

nglloi tieu dung cO gfmg cfH giam nhCrng chi tieu khong can thiet. MLrctang trlJ'ong kinh te cua Vi~t Nam trong cac nam tir 2005 . . -+ III MOl TRUONG CONG NGH~ Cong nghe ngay cang phat trien va dlJ'Qc ung dung rQng rai.33%. nhung nr nam 2008 .2007 nrong dOi cao. Merc lam phat nam 2007 Ia 16..2009 thi mtrc tang trlJ'ong nay giam kha nhieu do chinh sach kiem che tang trlJ'ong kinh te de giam lam phat cua Nha nllOc.88%. nam 2009 Ia 7% va Uii suat cO ban hi~n nay Ia 8%.5%.4 Du' doan vao nam 2010 tang trllong kinh te Vi~t Nam Ia 7%. tieu dung giarn. Theo dl! bao thi mire lam phat nam 2010 VN se gia tang va mire 2 con sO. vot Iai suat cO ban hi~n nay Ia 8% thi Iai suat tran Ia 12%. Cac Crngdung cong nghe hien nay trong nganh giai khat t~p trung VaGquy trinh san GVHD: NGuYENXuANLAN .nen kinh te bat On se gay kh6 khan cho hoat dQng kinh doanh cua cac cong ty. cong ty c6 the rna rQng hoat dQng va thu dlJ'Qc IQi nhuan cao. dieu nay gay kh6 khan cho cac DN trong vi~c vay vOn dau tll. nam 2008 la 22. a a a Lam phat tang cao. rna rQng san xuat. ~ 2005 2006 8.97%.2 2007 8.4 2008 6 2009 5.32 MU'c tang trU'Ong (%) 8. gia ca cac m~t hang se gia tang. 31 Lam phat: L~m phat Vi~t Nam cao. -+ Kinh te tang trlJ'ong dan den chi tieu cua khach hang nhieu han. a a 2/ MU'c lai suat: LIDsuat cO ban VaGnam 2008 dao dQng manh tir 14% .. Theo dl! doan mOi nhat VaGnam 2010 mire tang trlJ'ong kinh te VN se hoi phuc mtrc 7%. nam 2009Ia 6.PHAN TICH BI PHAN A' CHI EN L110C MARKETING CUA COCACOLA NHOM2 'rtcn Men TRUONG ~ vi MO II MOl TRUONG KINH TE 11 TANG TRUONG KINH TE w .8. Han nCia.

Y tU'ang san xuat vo chai than thien vOi moi truong. Day la nhCrngd~c diem chinh cua ngU'Oitieu dung Vi~t Nam. vi du cola.iivO chai PET chu yeu lam tCrdau mo hi~n nay. Vi~c san xuat 10i.Quan tam han den van de strc khoe: ngoal chuyen an ngon. nO luc trong vi~c giam lircng nU'oc va nang luong sLrdung trong san xuat cling nhtr tai che hoac thu mua li...iivO chai nay se gnip giam 30% luong khi thai C02 so vOi cac 10i. gan xung quanh ria cO chai. Vi~c xay dung va v~n hanh vai day chuyen nha may de cung cap mOi loai san pham nhu' v~y la rat dat ~ do.MQt Y tUang cho loai chai tU'Onglai mOi day se dem den nhieu II/a chon han trong cimg mQt san pham cho ngU'oi tieu dung. . NhCrng hucng li~u khac se dU'Qc dung trong nhCrngnut nhua han kin.1e Button Cross nhien. MQt ket qua khao sat cua Cong ty TNS tren 1. _. "Y nrong a day la cong ty co the dtra ra nhieu II/a chon han. "0 I__ -v 0 chai PlantBottle ~ Section 111/ MOl TRUONG VAN HOA_xA H{)I . GVHD: NGuYENXuANLAN TRANG 5 . cac nha san xuat thUong dua ra nhieu 10i. . Vi~c phan phOi cluing cling g~p nhieu thach thtrc. ho rat yeu nU'oc. ngU'OiVi~t con chii y den vi~c an uong sao co lQi cho sire khoe.ii cac chai. cho thay co den 85% ngUoi dU'Qcphong van tra loi dmg strc khoe doi vOi ho con quan trong han ca su giau co. muon the hien ban than va thlr nghiem nhCrngdieu mOi me. vira gnip giam gia thanh li. nhung li. loai vo chai dUQc l~p trinh se chi can den 1 day chuyen san xuat de tao ra thu miii vi cO ban. de tai che dang dtrcc nghien ciru va Crngdung nhu: dU'Qclam ur nhua va 30% thanh phan tir cay mia va mat dU'ong tinh che.ii tOn it khong gian tren k~.NgU'Oitieu dung VN tre. yeu thich the thao d~c bi~t la yeu thich bong da.ii san pham co hucng vi khac nhau . can. lo. Gioi tre Vi~t Nam rat sang tao. chua ke den vi~c phal co nhCrngkho chua Cherry Flavor IOn de chua du loai htrong vi nhu' vay. sinh song a TP HCM va Ha NQi. Tuy Additil. . khoe va ham vui.PHAN TICH CHI EN L110C MARKETING CUA COCACOLA NHOM2 xuat va cai tien bao bi san pham. NgU'Oidan Vi~t Nam rat thich the hi~n ban than va quan tam nhieu den thtrcng hi~u.ii phan phdi it san pham hon". Trong linh vue do uong. ur hao dan tQc.200 ngU'Oi. co the tal che 100%.

va cac thanh phO lon. My. -+ Dan 50 dong va tang len mOi nam.1c yeu to nay.1c ngudn lao dQng tre. dan 50 t~p trung chu yeu a dong b~mg.PHAN TICH CHI EN L110C MARKETING CUA COCACOLA NHOM2 VOi thay dOi. Cac san q pham nr thien nhien va than thien vOi moi trl10ng ngay cang phO bien va dLf<.1c quan tam cua giOi tre nhieu hen. Pepsi. Tuy nhien. Trang hoat dQng Marketing d~n nhan manh van de sue khoe. Vi~t Nam dang trong thOi ky "cO cau dan 50 vang". Coca Cola. vi v~y khu vue nay la th] trLfong chu yeu.Trang giOi tre ngay cang nhieu ngl10i thich tro choi di~n de giai tri hen la xem truyeri hlnh. ung hQ. nl10c ta cling bat dau bLfoc vao thOi ky gia h6a dan 50. GVHD NGuYENXuANLAN TRANG 6 . f?ieu nay mang l~i cO hQi mOi cho cac nha lam quang cao tren the giOi. Ket qua nr soli~u dieu tra mau cho thay hi~n nay. day se la cO hQi cho cac nha Marketing thu hut va nhan dl1<. Vi~t Nam la mQt qudc gia da chung tQc: c6 54 nh6m dan tQc. . dieu nay se tiep tuc anh hl1ang den th6i quen tieu dung va loi song cua ngLfoi Vi~t Nam. -+ tu a su IVI MOl TRUONG NHAN KHAU HQC Dan 50 Vi~t Nam hi~n nay khoang 86 trieu ngl10i. A ""' A _? VI Men TRUONG ToAN cAu : Cac van de toan cau hi~n nay gay anh hLfang manh me den hoar dQng kinh doanh cua cong ty nhl1: .Su' khan hiem nguon nguyen li~u: Nguyen li~u ngay cang khan hiem vi v~y dOi vOi cac san pham giai khat trong nganh thi vi~c tai che hi~u qua vo Ion nl10c ngot la can thiet. Trang mQt chung muc nao d6.Mot tnrong 0 nhiem: lircng khi va chat thai cong nghiep do cac cong ty thai ra mdi tnrcng ngoai la van de rat dLf<. Nestle hay Volvo da bat dau cuoc dua tim each dua cac san pham vao quang cao trong cac tro choi di~n tlr. NgLfoi Vi~t chiem khoang 86% dan 50 ca nLfOc va sinh song t~p trung tat khu vue dong bang trong khi hau het nhirng nh6m dan tQc thieu 50 khac song chu yeu tat khu vue trung du va mien mii. trong d6 ngLfoi Vi~t la dong dao nhat.1c hieu ngl10i tra thich. binh quan mOi nam tang 947 nghin ngl1oi. mQt 50 hang quang cao cho McDonald's. . c6 tay nghe. thoi ky rna nh6m dan 50 trong dQ tUOi lao dQng cao gan gap doi nh6m dan 50 trong dQ tuoi phu thuoc. cong ty trong nganh d~n c6 nhCrng chinh sach dam bao an toan chat Itrong san pham. CO cau dan 50 vang se dem l~i cO hQi cho cac cong ty trong nganh c6 dl1<. Ngoai yeu tOla th] trLfong tre.1c uan tam hi~n nay. quan tam hen den van de sLrCkhoe ngl10i tieu dung. -+ Nam bat dl1<. n . thu nh~p cua ngl10i tieu dung a cac do th] Vi~t Nam cling da tang dang ke trong vai nam gan day.

sl/ c~nh tranh trong nganh la cao boi v~y no doi hoi cac cong ty "". Tuy nhien. can co cac hang nU'oc giai khat nhtr Tribeco va Tan Hiep Phat . Tribeco. quang cao trung thuc va co van hoa.. . . III C~NH TRANH GIUA CAC DOl THU TRONG NGANH Trang th] tnrong Viet Nam. the nen sir canh tranh giCra cac cong ty trong nganh la cao... nhu cau da dang. Cac cong ty da khong ngung nang cao san xuat. bang phat minh sang che. nen nguy cO nhap cuoc cao. quyen sO hiru tri tue. buoc cong ty phal co trach nhiem han ve an toan san pham. nOi b~t len vOi hai "d~i gia" Ian nhat trong nganh la Cocacola va Pepsi. Trang do.. " GVHD : NGuYEN XUAN LAN TRANG 7 . Tom l~i. Wonderfarm. .. CI MO HiNH NAM Ll!C LUQNG C~NH TRANH II CAC DOl THU N~P . nganh thtrc uong giai khat gam: Pepsi... DlJ'Oi str canh tranh kich liet giCra hai nha san xuat Ian nay. day manh cac hoat dQng truyen thong. v~n hanh hieu qua. da dang hoa san pham nham thu hut khach hang. va cua cac hang trong nganh.PHAN TICH CHI EN L110C MARKETING CUA COCACOLA NHOM2 . Coca.. no tao nen mQt rao can nhap nganh vOi nhCrng doi thll tiem tang la rat cao. quang ba thircng hieu cua minh.. chang han nhu' cac san pham cua Cocacola co mat tren th] trlJ'ong Viet Nam 1960 va Pepsi co mat tat Viet Nam vao nam 1991 da dU'Qc su' ling hQ cua hau het khach hang 0 th] trU'ong nay. Ben canh do. VII MOl TRUONG CHiNH TRLPHAp LU~T He thong phap luat tac dQng den cac doanh nghiep ngay cang gia tang: Lu~t chong dQc quyen.Chi phi nang lircng ngay cang gia tang: vi v~y cac cong ty trong nganh d~n tim kiem nguan nang ltrong mOi thay the. NhCrng ten tuOi nay da trO nen qua quen thucc vOi ngU'Oi tieu dung. VOi str phat trien hien nay cua cac nhom bao ve lQi Ich nglJ'Oi tieu dung se la mQt de doa vOi cac cong ty vi dieu nay se lam tang vi the cua ngU'oi tieu dung len.. ~ ? - CUQC TIEM TANG - ~ " Nhu' cluing ta da biet. se tao ra cO hQi canh tranh lanh manh giCra cac cong ty trong nganh. tiet kiem chi phi san xuat. tren th] truong nlJ'Oc giai khat Viet Nam nr lfiu da dlJ'Qc khtmg djnh boi hai ten tuOi Ian tren the giOi: Coca-cola va Pepsi.... day la mQt nganh hap dan. Chinh vi co nhieu su' II/a chon cho khach hang trong viec chon II/a san pham.. Tan Hiep Phat. . .

chat luong . phai nh~p khau nr nLfOcngoai. V/CAC SANPHAMTIIAYTIIE: . ben chat. d~c bi~t la cac thtrong hi~u noi tieng thi mOi quan h~ hop tac giCracac nha cung cap da dtrcc thiet l~p tLr lau. vi v~y cac nha cung cap nguyen li~u nl10c ngoal c6 the gay kh6 de cho cac cong ty trong nganh. tra sCra. w .ca phe. hi~p hQi bao v~ ngl10i tieu dung thi nang luc thtrong luong cua ngl10i mua ngay cang nang cao han so vOi trl10c day.cac cong ty trong nganh mua nguyen li~u tLrcac ngudn khac nhau nham tranh rui ro. . them vao nCrala nhan to ve gia... Han nCra. nang luc thtrong ltrcng cua nha cung cap khong cao. Vi v~y. nl10c trai cay.PHAN TICH CHI EN L110C MARKETING CUA COCACOLA NHOM2 phal nO luc cac hoar dQng cua minh de khong chi dam bao th] phan rna con rna rQng th] trl10ng a Vi~t Nam. day la nganh c6 nhieu khach hang va cac nha cung cap nl10c giai khat hi~n nay tren th] trl10ng cling rat nhieu.xa hQi. cong ngh~ cling anh hLfang tOi su' de doa cac san ph am thay the. -' ~ Ap luc chu yeu cua cac san pham thay the la kha nang dap Lrngnhu cau so vOi cac san ph am trong nganh. cac san pham c6 the thay the dLfqc san pham trong nganh d6 la: nl10c giai khat dLfqc che bien a cac quan nl10c nhu' nLfOcchanh. . hinh thtrc giai khat cling rat da dang. GVHD NGuYENXuANLAN TRANG 8 . dam bao khong gay h~i cho sire khoe.. IVI NANG Ll!C TIIUONG LUQNG NHA CUNG CAP: C6 mQt sO nguyen li~u trong che bien nLfOcgiai khat khong c6 san.~ ... an toan han. Nhung doi vOi nganh cong nghiep giai khat lfiu dOi.. 1111NANG Ll!C TIIUONG LUQNG ClIA NGUOI MUA: Nganh phuc vu cho toan bQ doi tucng khach hang. NgLfoi mua ngay cang c6 nhieu su' lua chon han giCracac hang trong nganh va vOi sir ra dOi cua cac to chtrc. Khach hang se yeu cau dl1qc cung cap san pham vOi chat 1l1qng tOt han. Day la nhirng dieu kien bat lqi dOi vOi nganh. . Dieu nay anh hl1ang den th] trLfong cua nganh thtrc uong giai khat d6ng chai. Hi~n nay. cac yeu to khac nhu moi trLfong van h6a ..

PHAN TICH A' CHI EN L110C MARKETING CUA COCACOLA ~ NHOM2 DI PHAN TICH CHIEN LUQC MARKETING Chien 111Qcmarketing rna cocacoala Vi~t Nam lua chon Ia chien ILfQc tao su' khac bi~t hoa. Thuc te cho thay. th] trl10ng do uong ti. trai dai tCr Bac VaGNam. B110c dau.. vOi phong each tre trung nong bong va a day cocacola da thanh cong thea khao sat thi cocacola da dl1Qc giOi tre "don nhan". Coeaeola t~p trung phan do~n then 2 tieu thuc ehinh: • Ve dia ly: cocacola vi~t nam da cO gang phan phOi vOi mang 1110i day d~c nr thanh th] tOi nong then. . cocacola t~p trung VaGnhCrng doan th] trucng rna nhu cau cling nhu' d~c diem ve m~t dO dan 50 co ty l~ cao. tir nam ra bac. II PHAN DOI:\N vA Ll)'A CHQN THI 11PHAN DOAN THI TRUONG TRUONG Ml)C TIEU Do tinh d~c thii cua ~i~t nam cocacola nhan thay ding th] trl10ng vi~t nam rat da dang do do cocacola vi~t nam da htrong tOi giOi tre vOi phong each sanh di~u.ii Vi~t Nam tru GVHD: NGuYENXuANLAN TRANG 9 . Trang giai dean tham nh~p th] trl10ng a Vi~t Nam coacola co sO Ian 111QtIa mien bac (Ha NOi). cac san pham cua Coca Cola xuat hi~n khap moi noi . Sau khi da nghien cuu kI th] trLfong Vi~t Nam. mien nam ( TP HO chi Minh) va dan rna rong ra cac thanh phOlan c~n. Phan phan tich sau day cua chien ILfQc Mar se lam ra van de nay. cocacola nhan dinh day la nhCrng thanh phO rna co kha nang tieu thu san pham rat cao cua ho Nhin chung. Cong ty tao ra su' khac bi~t thong qua cai tien san pham va tao ra 51! khac bi~t cho thtrong hi~u cua minh thong qua cac hoar dong truyeri thong. tre trung va nong bong. 2/ THI TRUONG Ml)C TIEU Cocacola jap doan san xuat ntroc ngot Ian nhat the giOi no da thanh cong a nhieu nLfOc tren the giOi nen khi tham nh~p VaG th] trl10ng Vi~t Nam cocacola van chon mOt chien 111QC phuc vu toan bO th] truong. nr dong bang tOi mien mii.:.. • ve d~c diem dan 50 hoc: nhu' da noi a tren cocacola vi~t nam t~p trung VaG giOi tre. an. mien trung £>a Nang). nhung van chii trong chinh a nOi t~p trung dong dan ctr.nr cac quan quan giai khat Ian den nho. th110ng hi~u khong true tiep phan doan th] trLfong rna chinh qua trinh phan doan th] truong da doi hoi phal co mOt thtrong hieu phil hop cho tLrng phan doan de djnh hinh mOt gia tr] ca nhfin nao do cua ng110i tieu dung .tu' cac dLfong phd den cac con hem .

Vi v~y.ml 3% Coca-Cola IBM Microsoft GE 6S/l4 60.ii lQi ich va sang khoai cho tat ca nhfrng ai dU'Qc cluing toi phuc vu". La mQt san pham giai khat lam cho con nglJ'Oi tlnh tao va khoe khan trO li.ii sang khoai tuyet vOi. bao v~ mdi tnrong va cung cO truyen thong cong cluing. su' dQc dao vOn co va su' sang khoai tuyet vOi. su su GVHD : NGuYEN XUAN LAN TRANG 10 .636 . V~y. va den thang 2/1994 thi tiep tl. LOi hera cua Coca-Cola "mang li.ma Coca Cola da bat dau tham nh~p nr 1960.980 31.:.:.:.mQt san pham cua nhan hi~u hang dau the giOi.734 ty USD.777 -4% -10% -3% 4% Nolkla McDonald's 3.864 32. dem li. . cac nO luc ve nhan duc cua cong ty deu t~p trung VaG giao due va xfiy dung U'oc me tUOi tre.275 Google Toyota Intel ~'1. Day cling chinh la th] trU'ong muc tieu cua cocacola.PHAN TICH CHI EN L110C MARKETING CUA COCACOLA NHOM2 dlJ'Qc danh gia la co nhieu tiem nang. lam phong plni nOi lam vi~c.Coca Cola danh gia Vi~t Nam se tang trU'Ong vlJ'Qt b~c trong 10 nam tOi..647 47. Cocacola van giCrvCing ngoi dau trong bang danh sach cac thtrong hieu hang dau vOi gia tr] la 68.211 2% 56.4. nhan hi~u Coca-Cola dU'Qc 98% dan sO the giOi biet den NHANHI~IJ GiA TRI (TV USD) THAY OOrG1A. cong ty phan dau lam" uroi mel" th] tnrcng.Dl. Qua qua trinh heat dQng nr nhfrng bU'oc dau tien va phat trien tren nhfrng con dtrong khac nhau. Coca-Cola la thU'Ong hi~u dlJ'Qc dinh vi trong dau khach hang nhtr nU'oc ngot giai khat co gas sO 1 the giOi .330 2$% r8% -2% 30.J' kien th] trU'ong se tiep tuc tang trU'Ong dang ke trong nhfrng nam tOi(2012 se tang 46% so vOi 2007). Coca Cola la thlJ'Ong hi~u toan cau. III DINHVI .lCquay trO li. coacacola thuc hi~n phan khiic th] trU'ong chu yeu thea dja ly (t~p trung VaG cac thanh phd len nOi co mat dQ dan sO va tan suat slr dung cao) va thea nhan khau (chu yeu danh VaG giOi tre-doi tuong co nhu cau slr dung cao). Coca-Cola van giCr vCing bieu nrong cua sir tin c~y.ii. co the VaGtop 25 th] trU'ong tiem nang nhat cua hang. Hi~n nay.ii(sau khi het l~nh cam v~n thircng mai cua MI).

Fanta Dau. Trang thai gian vera qua..v. va chai nhua Crush Sarsi .Chai thuy tinh.Chai thuy tinh. day la giai thl10ng cao quy cho nhirng nha thiet ke bao bi va kieu dang san pham bat mat. Cong ty dii khong ngung nghien cuu phat trien them nhieu san pham moi phuc vu ngLfai tieu dung Vi~t Nam nhtr nLfOc uang dong chai Joy. lon. nLfOc uang khong can va nLfOc uang co gas. Ion Schweppes Soda Chanh .Chai thuy tinh. dong thai be sung nhieu hucng vi moi cho cac san pham truyen thang dap ung th] hieu va khau vi cua ngl1ai Vi~t Nam nhtr Fanta Chanh. nl10c trill cay. lon. Cac san pham cocacola Vi~t Nam: Coca-Cola . Fanta..Ion Schweppes Tonic . Khau hi~u : "Khach hang cua cluing toi tren toan the giOi la nhirng ngl1ai dang dl1<.. khan biii bien.Chai thuy tinh.. va chai nhua Sprite . lon.1c iai Platium Pentaward 2009 cho mau g thiet ke he 2009. Coca vira vinh hanh nhan dLf<. va chai nhua Fanta Trai Cay . lon. vor kieu dang nay thi GVHD : NGuYEN XUAN LAN TRANG 11 . lon.Chai thuy tinh.. Cong ty da tao ra rat nhieu loai nl10c uang vOi mui vi.Chai thuy tinh. . lon. Ion va bQt Sunfill Cam . nLfOc tang ltrc Samurai. va chai nhua Diet Coke . logo cua Coca-Cola l~i co su' chuyen bien linh heat. Coke. dep.Chai thuy tinh.!c Samurai . mii . nhl1: Coke it gas.BQt trai cay Bao hi va kieu dang: MOi thiet ke. Ion NU'Oc dong chai Joy . bQt trai cay Sunfill. Soda Chanh. va chai nhua Fanta Dau .1c thl10ng thtrc nLfOc giai khat co chat luong tat nhat" .:.PHAN TICH CHI EN L110C MARKETING CUA COCACOLA NHOM2 . va chai nhua Fanta Cam . v. Coke htrong Vani..BQt trai cay Sunfill Dua .Chai thuy tinh.Chai PET 500 rnl va 1500 ml NU'OC uong tang l. Sprite. tao nen mQt chien dich tiep th] hoan hao cho Coca-Cola. dQC dao. .Chai thuy tinh. hay tren ao thun. mau rna khac nhau de dap ung nhu d~u da dang cua khach hang. ? _? III! CHINH SACH SAN PHAM Coca-Cola chi hoat dQng trong linh vue do uang bao gam nLfOc udng.. sang tao va thich hop khi xuat hien tren cac quang cao. Cong ty Coca-Cola tiep tuc cam ket lam an lfiu dai tat Vi~t Nam va lufm dei mol de dap ung nhu d~u ngay cang cao 0 th] trLfang nl10c giai khat nang dQng va day tiem nang 0 Vi~t Nam.

nO ltrc sang t~o cua C6ng ty Coca-Cola nham lien tuc dem l~i cho ngUoi tieu dung Vi~t Nam. chai Pet 1. Gan day.5L.. Ngoai ra Coca kh6ng ngirng cai tien bao bi va kieu dang ngay cang dep va ti~n dung han. dQc dao trong san pham cua minh. Bao bi chai coca gom co: Ion 330ml.. cO hQi th110ng thtrc nhCrngkieu bao bi nUOc giai khat vLra dQc dao va hap dan. nham dap ung de dang nhu cau mua sam cua tLrngdai tucng khach hang. Coca da tung ra loat san pham co hinh anh Happiness Factory dai vOi cac loai chai thuy tinh." Coca cola thUong xuyen dOi mOi bao bi vOi hinh anh bat mat nham dem den cho khach hang su' mOi l~. Coca-Cola dua ra mau chai "Fanta Fun" dQc dao.u. chai nhua va Ion vOi gia kh6ng dOi GVHD NGUYENXUANLAN TRANG 12 . phan than chai dl1qc thiet ke tai uu va vira tay lam tang su thoai mai khi sLrdung san pham. Kieu dang chai mOi nay se lam nOi b~t han phong each tre trung. .PHAN TICH CHI EN L110C MARKETING CUA COCACOLA NHOM2 Coca-Cola da khang djnh vi tri dLrngdau cho nhCrngthiet ke bao bi kieu dang ve do uang. c6ng ty cling dua ra chai nhua 390ml vOi kieu dang nho gon va thanh nha. vLravui nhen va ti~n dung. nhat la cac ban tre. nang dQng d~c trung cua nhan hi~u Fanta. f)~c biet. phu hop vOi giOi tre Vi~t Nam. thung 330ml (24L/T). Day la loal chai v6'i kieu dang vui mat va dQc dao tao cho san pham Fanta them ve hap dan va sanh di.

U san pham nay nam trong chien djch mang ten Happiness Factory vira mOi dtroc Coca-Cola chinh thtrc trien khai tat Vi~t Nam.1c. mua khOi 111<.Cola 330.1ng lon.1ng su' giam gia cho nhfrng khach hang la mua san pham vOi so lucng Ian. Trang dip Tet.1cinh gia khac d nhau.Cola. Sprite. Coca su dung hinh nrong "chim en" trong nhieu lo~i san pham bao gam cac thung 24 Ion Coca . Djnh gia pharr biet theo dang san pham: theo each djnh gla nay cac kieu san pham va cac mat hang cua cocacola dlJ'<. xem nhan thtrc cua ng110i mua ve gia tr] chir HQ khong phal chi phi cua ngtrcl ban la cO sa quan trong de djnh gia. dQe dao. HQ su dung nhCrngyeu to chi phi gia ca trong marketing-mix de xay duog gia tr] dlJ'<. Gia c dlJ'<. Chiet khau theo sOll1<. vui ve. c~p hai chai Coca .1cjnh ra can cLrVaGgia tr] dlJ'<.Chiet khau tra tien mat la str giam gia cho nhfrng khach hang nao mua va thanh toan tien ngay. NhUng nO ll!e eai tien bao bi va kieu dang cua Coeaeola nham dem deneho khach hang cam giae m6'i me. £lay cling la chien dich trong diem trong nam 2009 dl1<. Ian m Djnh gia chiet khau: phan Ian doanh nghiep cocacola se dieu chlnh gia cua minh de thuong cho nhfrng khach hang thanh toan trlJ'Octhai han. vOi hi vong rang se thu hut duoc mQt sO 111<.PHAN TICH CHI EN L110C MARKETING CUA COCACOLA NHOM2 LOi. nhung tl Ie va chi phi t110ng ung cua cluing Djnh gia thea lo~i san pham: doanh nghiep cocacola thl10ng san xuat nhieu kieu san pham va mat hang chir khong phal mQt thLr TRANG 13 • • • • GVHD : NGuYEN XUAN LAN .Cola PET loai 1. lac quan va thu~n ti~n hOn khi sit dung.1c gia san pham mOi t110ng doi thap dinh nham tham nh~p th] trlJ'ong.1c oca-Cola C dau t1110n nhat ve chi phi tOng the. doanh nghiep djnh cocacola chon chien 111<.1ng khach hang va dar dl1<. quy rna hoat dQng va mire dQ sang tao.1c gia cao nham chfH loc th] trlJ'ong.25lft va bQ 6 Ion Coca .1c gia cocacola tham nh~p th] tr110ng: khac vOi djnh chien 111<.1c Qt th] phan Ian.1cam nhan do.1cam nhan trong tam tri cua nglJ'Oi mua. Fanta (lan dau tien cong ty co bao bi Tet cho Fanta va Sprite). d c Chien 111<. BOi vi chim en la bieu tuong bao hieu mila xuan ve. IV/ CHiNH SACH GIA • San pham cocacola dinh gia dua tren ng110i mua thea gia tr] nhan thtrc dl1<.

"6 tri~u mOt GVHD : NGuYEN XUAN LAN TRANG 14 . he tro tai chinh. Co the xem xet thong qua bang gia dU'Qcc~p nh~t gan day giCraCoca va Pepsi: Coca 6. gia cua san pham Coca tat th] tnrong VN cao hen so vai cac san pham cling loai nrong ung.. Nam tao dieu kien cho cong ty co the rna rong mang lU'ai pharr phdi a cac mien. Nam 2001. tin nang . NhCrngcau chu de nhU' "Therc uong khong cOn tuy~t vOi cua quoc gia" (1906).51 Thung (24LfT) VI PHANPHOI: san pham nLfac giai khat Coca-Cola duoc san xuat t~i ba nha may dong chai d~t tat Thanh Pho HO Chi Minh. .Chiing khac bi~t nhau ve nhan hi~u.000 Lon 330 ml Pet 1..000 Pepsi 6. Ben canh do. tuy nhien mire chenh l~ch ve gia khong cao. he tro trang tri cLra hang.500 140. VII QUANG CAO: Cac A ~ MOt trong nhCrngbi quyet quan trong tao nen su' thanh cong cho Cocacola do chinh la hoat dong quang cao .. miii vi cua Coca-Cola khong he thay dOi nr ca hen 100 nam nay. thu hut cac d~i li bang each gia tang cac hoar dong he trc cho cac d~i li nhu: t~ng dii. khau pharr phOi rat quan trong. hinh thtrc. vi v~y coca van tiep tuc rna rong mang lU'ai pharr phdi. nU'ac giai khat.. Chinh Phu Vi~t Nam dong y cho phep ba nha may dong chai sap nh~p theo cO cau quan ly t~p trung. trong do. nha may dong chai CocaCola Vi~t Nam (CCBV) a Thanh Pho HO Chi Minh giCrvai tro quan lY. marketing de xfiy dung nen mOt thU'Onghi~u hang hoa nOi tieng. vi~c Pepsi vao th] trLfong Vi~t trLfac nen nam dU'Qckha nhieu nha phan phdi hen Coca. nha hang. Hi~n nay. . .do do cluing dLfQcdinh gia a cac thang b~c khac nhau.500 13. thong qua cac d~i li.PHAN TICH CHI EN L110C MARKETING CUA COCACOLA NHOM2 duy nhat.800 14. vot 3 nha may san xuat a 3 mien Bac. . Hai nha may dong chai a Ha NOi va Da Nang hien dang hoat dong nhu' hai chi nhanh cua Cong ty Coca-Cola Vi~t Nam a khu phia Bac va mien Trung.. sir nr tin cua Coca-cola chinh la yeu to teo nen thuong hi~u ngay nay. cung cap day du san pham cho cac d~i li a 3 khu vue nay. Ai cling biet rang chat luong. Trung. Coca-Cola la mOt trong sO it cac cong ty danh mOt sO tien nrong dirong chi phi san xuat de danh bong ten thtrong hi~u ngay nr khi mai thanh l~p. Ha NOi va Da Nang.. dLfQcthe hi~n ra rang trong cac khau hi~u quang cao cua ho.000 145. kich cO. Cai giOi cua t~p doan Coca-Cola chinh la cac hoar dong quang cao. DOi vai san pham nLfac giai khat. cac quan ca phe.

1c i~u qua trong h vi~c su dung cong cu truyen thong cua minh. Coca-cola khong quen dmg heat dong khuyen mai la mOt trong nhirng cong cu tOt nhat de Quang ba hinh anh cua san pham den vOi ngLfoi tieu dung. De co dU'<. • Coca Cola lufm dau ur cho cac chien IU'<.1c uang cao san pham Q cua hang. Diem khac bi~t cua chucng trinh nay vOi cac chucng trinh khuyen mill thong thU'ong la tinh than chu dao "Chung hUang niem vui" danh cho nhom ban han la mOt ca nhan. Samurai. "ThLr th~t" (1942). Do la mOt khoan tien khong he nho rna Coca-cola Vi~t Nam da khong tiec khi chi tra cho hoar dong Quang cao cua minh. the hi~n cam giac mOi l~ dOc dao nhu' vOi doan Quang cao cua Coca vOi Mr BRRRRRRRrrrr. Tinh th§n nay dLf<.PHAN TICH CHI EN L110C MARKETING CUA COCACOLA NHOM2 ngay" (1925). Coca-Cola tat Vi~t Nam da chi khoang 1. vOi nhirng y tU'ong dOc dao.5 trieu do la My cho cac Quang cao san pham tren truyen hinh va bao giay trong nam 2008. ~ VIII KHUYEN MAl: De co nhfrng thanh cong Ian cua Coca-cola tren th] tnrong Vi~t Nam hien nay. bai hat chinh thtrc cua World cup 2010.1c ay ban ngang tam mfH. Hieu dLf<.1c U'u tien nay. bao chi. thi nhirng nha lam marketing da thuc su' tao dLf<. Thums Up se co cO hOi tning thtrcng cac giai hap dan - GVHD : NGuYEN XUAN LAN TRANG 15 . su' Coca Cola phal tra nhfmg khoan tien khong nho chiit nao. "Cai ban muon la mOt chai Coke" (1952). • Cac Quang cao cua Coca rat an nrcng va thu hut dtrcc nhieu str chti y cua moi ngLfoi. HQ lufm danh mOt khoan U'u tien rieng cho hoat dong Quang cao san pham cua minh den vOi moi ngU'Oi thong qua tivi. Quang cao ve Happiness Factory. ngay trLfOc nhfmg b hanh lang. Khach hang khi uong cac san pham chai va Ion nU'oc giai khat dLf<. Cong ty Coca-Cola Vi~t Nam vira khOi dong chtrong trinh khuyen mai tren toan qudc danh cho gioi tre nang dong: "B~t nap sap doi . Theo Cong ty truyen thong va nghien cuu th] truong TNS Vi~t Nam. s Sprite. va mol day nhat la Quang cao vOi y tLfong ve each an mung chien thang cua cac ngoi sao bong da nOi tieng vOi nhac nen Waving Flag. cac heat dong va tro chOi. Tai nhfrng ctra hang ban Ie va tat cac sieu th]. Coca Cola bao giO cling dU'<. Fanta Cam.1cam ly cua t ngU'Oi tieu dung.1c an xuat boi Coca-Cola Vi~t Nam nhu' Coca-Cola. hoac nhirng nci bat mat. "Coke la the" (1982) va "Luon lufm la Coca-Cola" (1993) deu chung to tham vong va su' nr tin cua thircng hi~u nay.Trung do dOi".1c·thehi~n ur each thtrc tning thirong: ghep doi cac nap chai hay khoen Ion de tning thLfong den nhfrng giai thU'ong rna gioi tre yeu thich. sang tao.

dOc dao va khong giong vOi bat ky trai nghiem nao tnroc do cho ngU'Oi tieu dung. Cac giai thU'ang khong dan thuan la cac v~t dung rna con la each de giOi tre the hien ca tinh cling nhu' phong each thuong thtrc cucc song cua ho. dong ho va ao thun Coca-Cola .To chtrc Chien dlch Happiness Factory: nham the hi~n the giOi ben trong day sinh dong va say me cua mOt chai Coca-Cola va truyen cam hung lac quan den ngU'Oitieu dung. sang titlo. Nhan dip nay.1c chtrc de khuyen khich tinh than to lufm the hi~n va trai nghiem nhCrngdieu mOi me a giOi tre de cuoc song lufm tran ngap niem vui va htrng khai. NhU'v~y cO hOi tning giai se cao han neu cac khach hang tre nr 2 ngU'Oitra len cung nhau phOi hop va suu tam cac thong tin may man nay! Vi~c sLrdung cac hinh thtrc khuyen mai khong chi gnip cho doanh sO cua cong ty tang len.1c trien khai dU'Oinhieu hoar dong sang tao. . di~n thoai di dong Sony Ericsson W700i.Coca-Cola to chuc chien dlch "Co Coca-Cola men nao ciing ngon" : nham quang ba van hoa am thuc Vi~t Nam thong qua nhieu hoar dong GVHD : NGuYEN XUAN LAN TRANG 16 . lac quan. cuoc thi "BRRRR-KOOL SUMMER" dU'<.PHAN TICH CHI EN L110C MARKETING CUA COCACOLA NHOM2 nhu' xe Piaggio LXV 125. Coca-Cola cling danh gan mOt tri~u mau san pham dung thLrcho ngU'Oitieu dung t~i cac thanh pholon nhu' Ha NOi. thti vi. Cac hoat dQng nay titl0 sl! than thuQc va gan giii hO'n gilia Coca-Cola va nguOi tieu dung bamg nhU'og heat dQng day bat ngO' va sang rae.. hanh plnic va day cuOn hut. d~c bi~t la cac chUO'ng trinh danh cho gi6'i tree Cac heat dQng nay titl0 cho coca mQt hinh anh doi m6'i. VIlli cAc HOAT DONG KHAC: Cocacola Vi~t Nam thuOng xuyen to chtrc cac heat dQng bo ich. Coca-Cola mong muOn mang den mOt cam giac sang khoai hoan toan mOi la.. Day la mOt cong cu truyen thong dac luc khong chi rieng Coca-cola sLrdung rna hau nhtr cac cong ty khi di vao hoat dong cling xem day la mOt each thtrc de phat trien th] phan cua minh. rna no con the hi~n gia tr] rna cong ty mang l~i cho cac khach hang cua minh.1c Coca-Cola trien khai tren toan qudc. "Hat cimg Coca-Cola" . day y nghia v6'i khach hang. Neu ghep 2 nap chai hoac 2 khoen Ion co nhCrng ky hi~u tU'Ong ung nhau nhU'trong dieu l~ thi se tning giai. HO Chi Minh va Can ThO.CO' hQi de cac ban tre thu tai ca hat: La mOt trong lo~t cac hoar dong tung bung cua chien djch "Uong la BRRRR" dang dU'<. . dU'<. day nang dQng. Cac ban tre khi uong chai hoac Ion cac san pham cua Coca-Cola Vi~t Nam se co dtrcc nhCrngnap chai hoac khoen Ion co hinh mOt nLracua giai thtrdng.

ban be. giup cac b~n co them thong tin de II/a chQn thLrc am GVHD : NGuYEN XUAN LAN TRANG 17 .n chuang trinh truyen hinh th. Day khong chi la mOt chircng trinh mang tinh giai tri cao rna con la bo sung kien thLrc am thl/c. dong nghiep .!c" : phat song 9h sang chu nh~t hang tuan tren kenh HTV9 bat dau nr 18110. MOt bCia an ngon mieng cling vOi khong khi vui ve luon gop phan lam tang them tinh cam gan bo giCracac thanh vien trong gia dinh.Coca-Cola da tai trQ' th. Vi the.!c tE!' sui dQng "Dua tal th.PHAN TICH CHI EN L110C MARKETING CUA COCACOLA NHOM2 tlni vi trong do co chucng trinh truyen hinh thuc te "Dua till am thuc". 10h30 thu bay hang tuan tren kenh HTV3.. tro chuyen va thtrong thtrc cac mon ngon cung nhau.!c hi. BCraan la dip de moi ngU'Oitv hop.. Coca-Cola thuc hien chien dich "Co Coca-Cola mon nao cling ngon" nham Quang ba va lam phong plni van hoa am thuc Viet Nam cling nhu' htrong dan each ket hop va thtrong thtrc cac mon an mOt each hal hoa nham dem l~i su ngon mieng va mang moi ngU'Oiden gan nhau han. . phat l~i hie 10h20 thLrbay hang tuan tren kenh HN1 va 20h30 thu san.

xem phim 3D ve nhCrng khoanh khac thti vi cua FIF A World Cup. cac d~c san cua tung vimg. cling nhu' co nhCrng khoanh khac thii vi cling ban be va gia dinh.000 dong tucng ung vOi 46. sau khi khOi hanh t.lp hinh luu ni~m . con dLf<.!c vOi nhieu thong tin ich tren kenh 14 t. Thong di~p cua hoar dQng nay la : "Cimg Coca-Cola An mUng chien thang & den Nam Phi xem World Cup". Cocacola muOn mang den cho khach hang va cling la ngUoi ham mQ bong da cO hQi dtrcc t~n mat chlem nguong va chl. a . Tet nam nay khong nhCrng khach hang cua coca dU<. Nhan dip nay. trLfOc khi trao cho dQi vo dich tat Nam Phi VaG mua he. dU<. biet each che bien mon an yeu thich.i dia chi: http://duataiamthuc.i An DC. .ChUO'ng trinh "Chia se cimg ai dieu tOt d~p nhat? Danh CocaCola Dau Niim cho ngUOl ban yeu thUO'ng" : glri hang tram.Coca-Cola con t. Coca-Cola cling danh 300. cac su ki~n nrong taco Ngoai ra chutrng trinh dieu hanh cua chiec cup vo dich World Cup (CocaCola FIFA World Cup Trophy Tour) se la tam diem trong chuOi sir ki~n nay.1cse chia yeu thtrong rna con gop phan dong gop vi cQng dong.000 mau dung thLr miem phi tat cac nha hang.. tra loi cac cau hoi hang tuan de gianh nhCrng giai thUOng hap dan va cling be ban chia se ve cac mon an ngon. chucng trinh y nghia nay.1cphuc vu Coca-Cola mien phi va nhieu hoar dQng hap dan khac.kenh14. tranh tai cling cac tro chOi thLr thach soi nOi. GVHD: NGuYENXuANLAN TRANG 18 . NguOi ham mQ co the chia se niem vui chien thang thong qua am nhac.o chuyen trang am th. mien cling cac dja chi am thuc tren toan quoc. £l~c bi~t chtrong trinh Coca-Cola Dau Nom se danh sO tien 233. Vi~t Nam la diem dUng chan thu 2 cu~hanh trinh chinh thuc cling chiec cup vang danh gia nhat hanh tinh nay. Cup vang trai qua cuoc hanh trinh qua 86 qudc gia.1ct~n mat chiem ngLfong chiec cup vang danh gia nhat hanh tinh. Cac hoar dQng cua Ie hQi nham keu got ngLfoi ham mQ the hi~n tinh than lac quan va niem dam me vOi bong da de hoa chung vOi tinh than the thao say me cua toan the giOi.)vao dau thang 1/2010.1cham gia t cac hoat dQng vui chOi giai tri hao htrng nhu: chup hinh Iuu ni~m cling chiec cup vang.vnI: Tai day. quan an 2 do th] la Ha NQi va TP HCM.PHAN TICH CHI EN L110C MARKETING CUA COCACOLA NHOM2 an co Ich cho sue khoe. vo: vong quanh the giOi.6841oi yeu thtrong cac ban da glri cho ngLfoi than ban be trong suOt thOi gian diem ra chuong trinh de ung hQ cho chucng trinh NUOc sach cQng dong. hang ngan loi clnic tOt dep cua moi ngLfoi den moi mien dat nLfOc.Chien djch cua Coke mOi day lay y nrong chu dao la cac hoat dQng an mirng chien thang mQt each day ngau hung. ngUoi ham mQ ngoai cO hQi dU<. cac ban tre co the dang kY tham gia va c~p nh~t thong tin ve chircng trinh bo "Dua tM am thuc" cling Coca-Cola." vor su' kien nay.420.

giao IU'u vOi di. tir ngay 15/3 den ngay 31/5. dQi bong nOi tieng de sang teo ra cac each an mung ban thang dQc dao cua ca nhan va ca dQL Trang ban ngay huan luyen tat Thanh Long. NgUOi co clip an mtrng ban thang sang teo va an nrcng dUQc sa binh chon cao nhat tren trang web nay se dUQc phan thtrcng la mQt suat den Nam Phi cling 12 tai nang bong da tre tat "HQi trai bong da toan cau Coca-Cola Nam Phi 2010" VaGthang 6. ngoai cac hoar dQng huan luy~n va thLr thach. phat song tren VTV3 mOi thLr 6 hang tuan hie 17h. Ngoal ra cac em can dUQc xem cac video clip an mung ban thang cua cac cau thu. 24 em da dUQc chia thanh hai dQi (mOi dQi 12 em) de dUQc huan luy~n chuyen man bong da cO ban. Coca-Cola Vi~t Nam danh cho ngl10i ham mQ Vi~t Nam cUQc thi "An MUng Bat T. to chuyen man di.ii sLr thircng hi~u trong linh vue the thao cua Coca-Cola la tuyen thu quoc gia va la cau thu cua CLB Gach £lOng Tam Long An Phan Thanh Binh va cau thu cua CLB Binh Duong Philani goc Nam Phi. cac em duoc g~p go. £lQi co sa binh chon cao nhat nr khan gia xem dai trong suot thai gian phat song se gianh suat den Nam Phi tham du' "HQi trai bong da toan cau Coca-Cola Nam Phi 2010" VaG thang 6 tOi day. thlr thach va thi dau cua 24 ung vien va phat song tren VTV3.ii di~n VFF cling hai di. Tat ca cac hoat dQng tuyen chon. . va phat li.zing. ngl10i ham mQ se dang tai cac clip an mirng ban thang nr sang tac len trang web http://www. Qua 12 t~p phim. huan luy~n. thLr thach va sinh heat cua cac em trong chirong trinh "HQi trai bong da toan cau Coca-Cola Nam Phi 2010" cling nhu' trong 4 ngay t~p huan t~p trung nay deu dUQc £lai truyen hinh Vi~t Nam ghi hinh va dung thanh 12 t~p phim truyen hinh thuc te. khan gia se dUQc xem nhCrng cau chuyen ngoai san t~p cling cac cam xiic va ky ni~m vui budn cua cac em xuyen sudt chucng trinh.Hoa cling khong khi World Cup sap den gan. dUOi su' dan dat cua HL V Tri~u Quang Ha. ghi li.ii hinh anh t~p luyen. GVHD NGUYENXUANLAN TRANG 19 .Khan gia truyen hinh se quyet djnh 12 gl10ng m~t nao se gianh suat di Nam Phi tham du "HQi tritli bong da toan diu Coca-Cola Nam Phi 2010" VaG thang 6 tOi day thong qua cac chunng trinh truyen hinh thuc te do VTV thuc hi~n. vl1Qt qua cac vong thLr thach va thi dau dOi khang true tiep.ii VaGthLr 3 tuan ke tiep tren VTV6 hie 20h45 vOi thai IUQng khoang 30 plnit mOi t~p.vnI.coca-cola.PHAN TICH CHI EN L110C MARKETING CUA COCACOLA NHOM2 . Qua chircng trinh. Qua do.ii srr thl10ng hi~u cua Coca-Cola linh vue ca nhac la ca SI Phuong Vy.n" thii vi vOi giai thl1ang chung cUQc hap dan.

PHAN TICH CHI EN L110C MARKETING CUA COCACOLA NHOM2 GVHD NGuYEN XUAN LAN TRANG 20 .

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