1 Marketing Mix Tn Hip Pht

B CNG THNG TRNG I HC CNG NGHIP TP. H CH MINH KHOA QUN TR KINH DOANH

GVHD : MBA_Ph.D L CAO THANH SVTH : NHM THE 4 GIRLS

1.L TH THY HNG 2. L TH LAN 0614042 3. NGUYN TH BCH NGC 4. NGUYN TH TNH (NT) TP. HCM, thang 10 nam 2009 0611854 0670134 0613701

MC LC

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TRANG LI M U

Chng 1: C S L Lun

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1.1 Quan tri marketing. 1 1.1.1 Khai nim Marketing. .1 1.1.2 Quan tri Marketing. 1 1.2 Tin trinh quan tri marketing.. .2 1.3 Marketing - mix..3 1.3.1 Khai nim. 3 1.3.2 Cac yu t tao thanh phn cua marketing-mix.3 1.3.3 Trin khai marketing-mix. .5 Chng 2: Thc trng vic p dng chin lc Marketing Mix Tn Hip Pht.............7 2.1. Gii thiu chung v Tn Hip Phat...7 2.1.1. Thng tin chung...7 2.1.2. Lich s hinh thanh va thanh tu at c...7 2.1.3. Muc tiu cng ty..8 2.1.4. inh hng phat trin8 2.2 Chin lc Marketing Mix vi mt s sn phm in hnh:9 2.2.1 i vi sn phm nc ngt Number 1..9 2.2.2 i vi sn phm Tr xanh khng 16 2.2.3 i vi sn phm Tr Tho Mc Dr.Thanh.....19 Chng 3: Mt Vi nh Ga Chung v chin lc Marketing Mix Tn Hip Pht22 LI KT

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Li M u
Marketing bt ngun t nhng nhu cu v mong mun ca con ngi. V trong mt nn kinh t y tnh cnh tranh, con ngi tha mn nhng nhu cu v mong mun ca mnh thng qua trao i bng cch chn mua v tiu dng cc sn phm do cc doanh nghip cho bn trn th trng. Do c nhiu sn phm c th tha mn cng mt nhu cu, nn vic la chn ca ngi tiu dng c hng dn bi cc khi nim li ch, chi ph v mc tha mn. Mc d con ngi c nhiu cch nhn c sn phm (t sn xut, tc ot, cu xin ...) nhng trao i bao gi cng l mt phng thc c bn m nh ngi mua c c th mnh cn tha mn nhu cu v ngi bn tiu th c sn phm v mc tiu li nhun. V th, marketing l mt hot ng c thc ca con ngi hng n s tha mn cc nhu cu v mong mun thng qua cc tin trnh trao i. Marketing - mix l s tp hp cc phng thc marketing c th kim sot c m doanh nghip phi hp s dng to nn s p ng cn thit trong th trng mc tiu nhm t c mc tiu marketing ca mnh. rt nhiu doanh nghip p dng Marketing mix trong vic qung b v nh v sn phm ca mnh trn th trng. Thnh cng cng nhiu m tht bi cng khng t. Vy ti sao c nhng doanh nghip p dng rt thnh cng li c nhng doanh nghip cha thc s thu c hiu qu nh mong mun. Chng ta hy cng phn tch, nh gi chin lc Marketing mix ca tp on Tn Hip Pht lm r phn no vn ny?. Trong qu trnh thc hin ti nhm chng ti khng trnh khi nhng thiu st. Rt mong s ng gp kin ca Thy v cc bn ti ca nhm c hon thin hn.

Chng 1: C S L Lun
1.1 Quan tri marketing
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1.1.1 Khai nim Marketing Marketing la mt qua trinh quan li mang tinh xa hi, nh no cac ca nhn va cac nhom ngi khac nhau nhn c cai ma ho cn va mong mun, thng qua vic tao ra, cung cp va trao i cac san phm co gia tri vi nhng ngi khac. Noi mt cach n gian, Marketing la qua trinh bin nhng trao i tim nng thanh hin thc. 1.1.2 Quan tri Marketing
1.1.2.1

Khai nim

Theo Hip hi Marketing Hoa Ki (1985): Quan tri Marketing la qua trinh lp va thc hin k hoach, inh gia, khuyn mai va phn phi san phm, dich vu va y tng tao ra s trao i, thoa man nhng muc tiu cua khach hang va t chc. Noi mt cach n gian, Quan tri marketing la quan tri sc cu(demand).
1.1.2.2

Cac trit li quan tri marketing

Co th noi quan tri marketing la n lc co y thc at c kt qua trao i mong mun vi thi trng muc tiu. N lc nay c chi ao bi cac trit li quan tri marketing. Co 5 trit li c ban: Trit li san xut Trit li san phm Trit li ban hang Trit li marketing Trit li marketing xa hi

Vic la chon mt trit li marketing nao o trong thc hanh quan tri marketing tuy thuc vao rt nhiu yu t: vi th canh tranh cua doanh nghip, c im san phm va dich vu, nhu cu thi trng muc tiu, kha nng i ngu marketing cua doanh nghip, iu quan trong la vic thc hin trit li marketing o phai em lai s thoa man cao nht
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cho khach hang, gop phn at c cac muc tiu cua doanh nghip va khng lam thit hai n li ich cua xa hi. 1.2 Tin trinh quan tri marketing Nhn thc c vai tro cua hoat ng quan tri marketing, co rt nhiu quan im khac nhau v tin trinh cua quan tri marketing. sau: Theo J.Mc Cathy, quan tri marketing co 3 ni dung chu yu: Hoach inh chin lc marketing Thc hin chin lc marketing Kim tra chin lc va cac hoat ng marketing Theo Philip Kotler, tin trinh quan tri bao gm cac bc trong s

Phn tich cac c hi thi trng

La chon thi trng muc tiu

Hoach inh chin lc marketing

Thc hin chin lc marketing

1.3 Marketing - mix

Kim tra hoat ng marketing

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1.3.1 Khai nim Theo Philip Kotler: Marketing mix la tp hp nhng cng cu marketing ma cng ty s dung theo ui nhng muc tiu marketing cua minh trn thi trng muc tiu. Noi cach khac, marketing-mix la tp hp cac phng tin (cng cu) marketing co th kim soat c ma doanh nghip phi hp s dung tao nn s ap ng cn thit trong thi trng muc tiu nhm at c muc tiu marketing cua minh. 1.3.2 Cac yu t tao thanh phn cua marketing-mix Co nhiu cng cu khac nhau c s dung trong marketing-mix, theo J.Mc Cathy thi marketing-mix gm 4 yu t: 4P
1.3.2.1

San phm (product) Gia ca (price)

Phn phi (place) Chiu thi (promotion)

San phm

La yu t c ban cua marketing-mix, san phm la s kt hp vt phm va dich vu ma doanh nghip cng hin cho thi trng muc tiu. Khi nghin cu san phm cn xem xet cac yu t: phm cht, c im, phong cach, nhan hiu, bao bi, quy cach(kich c), dich vu, bao hanh,
1.3.2.2

Gia ca

La mt yu t cc ky quan trong cua marketing-mix. Gia ca la s tin ma khach hang phai bo ra co c san phm. No phai tng xng vi gia tri c cam nhn san phm. Nu khng ngi mua se tim mua cac nha san xut khac. Gia ca bao gm: gia quy inh, gia chit khu, gia bu l, gia theo thi han thanh toan, gia kem theo iu kin tin dung,

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1.3.2.3 Phn phi La yu t then cht cua marketing-mix. Phn phi bao gm nhng hoat ng khac nhau cua doanh nghip nhm a san phm n tay ngi tiu dung ma doanh nghip mong mun hng n nh: xac nhn knh phn phi, la chon cac trung gian, mc bao phu thi trng, b tri lc lng ban theo cac khu vc thi trng, kim k, vn chuyn, d tr,
1.3.2.4

Chiu thi

La nhng hoat ng thng at nhng gia tri cua san phm va thuyt phuc c khach hang muc tiu cua san phm y. Chiu thi bao gm cac hoat ng quang cao, khuyn mai, marketing trc tip va quan h cng chung. Qua y, ta thy m hinh 4P cua J.Mc Cathy th hin quan im cua ngi ban v cac yu t marketing co th s dng tac ng vao ngi mua. Mt khac, theo quan im cua ngi mua thi mi yu t marketing u co chc nng cung ng mt li ich cho khach hang. Robert Lauterborn cho rng 4P tng ng vi 4C: Customer needs and wants (nhu cu va mong mun cua khach hang) Cost to the customer (chi phi i vi khach hang) Convenience (s thun tin) Communication (thng tin)

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1.3.3 Trin khai marketing-mix Cac doanh nghip thc hin marketing-mix bng cach phi hp 4P( san phm, gia ca, phn phi va chiu thi) tac ng lam thay i sc cu thi trng v san phm cua minh theo hng co li cho kinh doanh. Vic thit k marketing-mix co lin quan n hai quyt inh thuc v ngn sach. Mt la doanh nghip phai quyt inh tng s chi tiu danh cho cac n lc marketing (quyt inh v chi phi marketing). Hai la, doanh nghip phai xac inh mc chi tng ngn sach cho cac phng tin thuc marketing-mix (quyt inh v chi phi marketing-mix). Cac cng ty thng xy dng ngn sach marketing cua minh theo mt ty l phn trm thng thng cua chi tiu doanh s ban. Mt cng ty co th chi nhiu hn binh thng khi ho co hy vong danh thi phn ln hn. Th t va cu truc cua marketing-mix c trin khai tuy thuc vao phng an chin lc marketing a c xac inh. Marketing-mix co th c trin khai thng nht hoc khac bit theo tng oan thi trng muc tiu a la chon. Bi vi khng phai tt ca cac bin cua marketing-mix u co th iu chinh c sau mt thi gian ngn. Thng thng cng ty co th thay i gia, quy m lc lng ban hang va chi phi quang cao sau mt thi gian ngn. Th nhng cng ty chi co th phat trin san phm mi va thay th cac knh phn phi cua minh sau mt thi gian dai. Do o, cng ty thng it thay i marketing mix cua tng thi ky trong mt thi gian ngn ma chi thay i mt s bin cua marketing-mix. Ngoai ra, nhng quyt inh v marketing chiu anh hng manh me cua quyt inh inh vi thi trng cua doanh nghip.

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Cu truc cua marketing-mix, s h tr va lin kt cua cac thanh phn trong marketing-mix phai th hin ro tranh gy kho khn trong qua trinh thc hin. Chng han, mt chin dich quang cao manh me phai c s h tr cua vic phn phi rng rai nu khng khach hang kho co th ap ng lai chng trinh quang cao o. Co th thit k cac ni dung cua tng bin s trong marketing-mix bng cac chinh sach hoc cac chng trinh. Nhng thng thng marketing-mix c trin khai bng cac chinh sach. Sau y la m hinh th hin qua trinh trin khai marketing-mix cua doanh nghip thng qua s phi hp 4P. Chiu thi

Khuyn mai Quang cao Lc lng ban hang Quan h cng chung Marketing trc tip Khach hang muc tiu

Doanh nghip

San phm Dich vu Gia ca

Knh phn phi

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Chng 2: Thc trng vic p dng chin lc Marketing Mix Tn Hip Pht
2.1. Gii thiu chung v Tn Hip Phat 2.1.1. Thng tin chung - Tn cng ty: Tan Hiep Phat Beverage Group - Cng ty TNHH TM-DV Tn Hip Phat - Tru s chinh: 219 Quc l 13-xa Vinh Phu-huyn Thun An-tinh Binh Dng. - Nm thanh lp: 1994 - Website: www.thp.com.vn - San phm: + Number one + Tra xanh 00 vi nhiu hng vi:vi chanh, mt ong, + Tra Dr Thanh + Tra Barley + Soya + 2.1.2. Lich s hinh thanh va thanh tu at c. Cng ty TNHH TM-DV Tn Hip Phat (THP) uc thanh lp nm 1994 vi n vi tin thn la nha may bia va nc giai khat Bn Thanh, co chc nng san xut va kinh doanh ru, bia va nc giai khat.

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Nm 1994, hinh thanh Phn xng nc giai khat Bn Thanh, chuyn san xut cac loai nc giai khat co gas, nc ngot. Nm 1995, hinh thanh xng san xut nc u nanh ong chai. Cho n nay, cng ty a at c nhiu bc tin manh me. Hin nay THP la thanh vin cua Hip hi Bia va nc giai khat Vit Nam. Nm 2007, THP a chinh thc c Cuc s hu tri tu Vit Nam cp giy chng nhn cng nhn va bao h thng hiu mang tn cng ty. T nm 1998 n nay, cng ty lin tip at danh hiu Hang Vit Nam cht lng cao. Thang 1-2007, cng ty c c quan quan li cht lng quc t Det Norske Ventas (Ha Lan) anh gia at tiu chun ISO tich hp gm: 9001,2000,14001 va V sinh An toan thc phm HACCP. 2.1.3. Muc tiu cng ty Muc tiu cua cng ty la tao ra san phm thc ung tt nht vi cac nhan hiu nh: Dr Thanh, Tra xanh 00, Number One,ap ng hn na nhu cu cua khach hang thng qua h thng phn phi rng khp 64 tinh thanh. 2.1.4. inh hng phat trin inh hng phat trin cua cng ty la: Hm nay phai hn hm qua nhng khng bng ngay mai cung vi phng chm Thoa man cao nht moi nhu cu hin co va tim n cua khach hang. inh hng trn la kim chi nam cho moi hoat ng cua tp oan va cung la ng lc vn ln hoai bao cua cng ty la a cng ty tr thanh Tp oan cung cp thc ung hang u Chu A.

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2.2 Chin lc Marketing Mix vi mt s sn phm in hnh: 2.2.1 i vi sn phm nc ngt Number 1 Hot ng ca Marketing-Mix cng ging nh vic iu khin mt chic thuyn bum c 4 cnh bum. Tu theo hng gi, lc tri my yn lng hay khi ging bo ngi ta c th s dng nhng cnh bum kho lo v c hiu qu nht, con thuyn c an ton v n ch nhanh nht. Bn cnh bum l: Sn phm (product) Gi c (price) Phn phi (place) Chiu th ( promotion) Marketing-Mix cn c gi l chin lc 4P l biu hin c th nht v s linh hot ca doanh nghip. l s linh hot trc lc thay i ngn hn ca th trng mc tiu nhm ph hp vi tnh hnh mi. Marketing-Mix lun lun gn vi mt phn khc th trng hoc mt th trng mc tiu c la chn. Number 1 rt thnh cng trong chin lc Marketing Mix, Number One mi ch xut hin t thng 5 nm 2001 nhng loi nc ung ny hin c mt hu ht mi tnh, thnh...trong c nc. Trc khi sn phm c mt trn th trng, cng ty thc hin 1.000 bng thm d th trng v nhn thy nhu cu v nc gii kht khng gas hin ang tng cao v ri cho ra dng sn phm nc ngt khng gas ng chai mang nhn hiu Number 1; tip theo l mt lot cc sn phm c gas v khng gas nm

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trong chin lc a dng ha cng thuc tn sn phm Number one nh: sa u nnh Number 1, Number 1 Cola, Cam v Cream Soda, Number One Juicie.. .

*) V mt sn phm Vi phng chm ng hnh chinh phc mi th thch, nc tng lc Number One tin li, kinh t, v lun sn sng bn cnh bn bt c lc no, bt c u l mt minh chng v s thnh cng trong nh v i vi mt thng hiu mang tnh khai ph, n t cho mnh l mt loi nc ung b dng u tin c ng chai Vit Nam, mang tnh khc bit hon ton i vi cc loi thc ung b dng khc. Cng ty u t c mt nh my sn xut nc tng lc ng chai ti Vit Nam; Vo thi im ny, ch c nhng nhn hiu nc tng lc ca nc ngoi c nhp khu trn th trng nh Red Bull, Rhino, Lipovitan...c ng di dng lon. Hnh thc ng lon nhm ny lm cho gi thnh cao hn so vi nc tng lc Number 1 ng chai, ch thch hp vi ngi tiu dng trung lu mun khng nh ng cp, cn vi nc tng lc ng chai Number 1 li ph hp vi tt c phn khc th trng khc nhau. i vi cc lai sn phm nc tng lc khc ca nc ngoi c ng di dng lon phi ung di dng p lnh mi c th gi c hng v ca sn phm. Cn vi Number 1, ngi tiu dng c th dng chung vi m khng lm mt i hng v thm ngon ca nc tng lc. y l mt s ci tin ln nht trong cc sn phm nc tng lc trn th trng vo thi im ny. Chnh iu ny mang li thnh cng rt ln cho nc tng lc Number 1 ngay khi va ra mt ln u tin trn th trng. Number One c cc li th hn hn so vi cc i th cnh tranh khc trn th trng v n l: sn phm tin phong cho loi nc ngt ng chai u tin iu ny kch thch ngi tiu dng mun tm hiu v dng th sn phm; c iu chnh ph hp vi th trng. Mt khc, phn ln ngi tiu dng Vit Nam l gii tr, h thng c khuynh hng thng thc sn phm ti ch v thch dng vi m iu ny dng nh ch c Number 1 lm c trong thi im by gi.

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ng thi khi tung ra mt sn phm thc ung b dng ng chai l mt thch thc ln i vi cc doanh nghip trong nc vn c ngun lc v ti chnh v cng ngh yu trong thi k by gi nhng cng ty to bo u t vo n. im khc bit ny gia tng s nhn thc ca khch hng i vi thng hiu. L mt sn phm mi i vi mt cng ty mi thnh lp, lm cho cc i th ln ch quan nhng li c s khc bit gy n tng vi ngi tiu dng nn n nhanh chng chim lnh th trng trong nc, vt qua cc sn phm nc ngt hin c trn th trng. S thnh cng ny xut pht t vic thm nh ng n thc trng ca mi trng Marketing khu vc Asean v Vit Nam, c bit v tnh hnh ca nhu cu, dm u t, v trin khai chin lc thch hp trong vic to ra sn phm c cht lng v chin lc thng hiu c hiu qu. Trong khi cc sn phm mang thng hiu ln trn th trng nh Pepsi, Coke nhm vo sn xut sn phm nc ngt c gas th Tn Hip Pht cho ra i sn phm nc ngt khng gas sn xut t ngun nguyn liu chnh: ng glucoz, vitamin, hot cht, hng liu t nhin cng vi ngun nc tinh khit c x l bng h thng x l t ng hin i. Nc tng lc Number One cung cp nng lng cn thit cho c th, lm t bo no hp th rt nhanh, kch thch thn kinh gip tnh to. Ngoi ra cn c mt s cht dinh dng sc kho gim mt mi, tnh to hn v tng cng kh nng hot ng, b sung mt lng nng lng cn thit, c bit cho nhng hot ng nng ng ngoi tri, trong mt khong thi gian di. Ngun nng lng di do ca Nc tng lc Number One c chit xut t nhng thnh phn dinh dng c li cho sc khe nh Vitamin B3 (vi cht hu ch cho cc t bo h hp, gip chuyn ha cardbonhydrate, cht bo, protein to ra nng lng cho c th, lm khe da), Taurin (l mt axit amin c bit h tr lm gim triu chng lo u, mt mi), Innositol (mt thnh phn c bn ca mng t bo rt cn thit cho cc chc nng tng ng ca h thn kinh, no v c bp trong c th), cng rt nhiu cc vitamin khc nhm to ra nng lng ti u cho c th. Number One l nc ngt khng gas ng chai ln u tin c sn xut ti Vit Nam c mt hng v rt c o, hon ton mi l, b dng, tinh khit, em li cm

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gic sng khoi, th v cho ngi s dng, phc v cho gii khch hng tr trung, nng ng l im khc bit hon ton so vi nhng loi nc ngt khc. N c xu hng thin v tp trung khai thc phn khc thc ung c li cho sc kho vi cc c trng rt ring, mang mu sc ca phng ng vi nhng loi cy tri c o ca min nhit i thn thuc vi ngi Vit Nam. V bao b, cng ty Tn Hip Pht to ra bao b thc s c s khc bit vi chai nha PET, chai thy tinh thun tin v thm nhiu li ch cho ngi tiu dng. Dng sn phm Number 1 a dng c gas v khng gas vi nhiu mu m, mang nhiu hng v khc nhau gip i tng tiu dng c th thoi mi chon la sn phm ph hp cng nh thay i khu v. *) V mt gi c: Trong giai on mi tung ra sn phm, cng ty Tn Hip Pht sn xut chai 300 ml v bn vi mc gi thp, nhm tip cn vi ngi tiu dng trong nc. Gi bn vo thi im 2001 l 2.500/chai, mc gi thp hn rt nhiu so vi cc sn phm nc tng lc nc ngoi, v mc gi ny ngang bng vi cc lai nc gii kht c gas ca cc hng Coca v Pepsi. Mc gi ny gip cho Number 1 thnh cng hn trong vic chim lnh th trng, vi a phn dn s Vit Nam l dn s tr, mc ph thuc cao v c mc thu nhp trung bnh th vic b ra 6000 mua mt lon nc tng lc nh Redbull, Rhino, Lipovitan....vi th tch l 330ml, gi li cao gp i so vi dng ng chai thu tinh qu l kh khn. Chnh v vy khi nh gi thp, Number 1 c th thm nhp vo mt th trng v cng ln v thng lnh n. Chin lc nh gi ca Number 1 nh ng vo tm l ny ca ngi tiu dng v lm cho th trng nhanh chng chp nhn sn phm. Hin nay, Number 1 l sn phm nc ung gii kht thch hp vi mi la tui c mc gi ph hp trong mi tng lp khch hng. Mc gi bn l trn th trng dao ng t 5000 ng n 8000 ng ty tng sn phm. *) V mt phn phi:

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Vo nm 2001, th trng nc tng lc ch chim 0,67% th trng nc gii kht, v ch c 3 nhn hiu l Red Bull, Rhino v Lipovitan. Nhng ch trong vng 4 thng sau khi tung ra sn phm vi knh phn phi rng khp, Tng s knh phn phi ca number 1 sau 4 thng khi tung ra sn phm gm 300.000 im bn l, 200 i l trn khp 64 tnh thnh trn c nc, d dng gip khch hng tip cn vi sn phm; nc tng lc Number 1 chim gi c 30% ca th phn nc tng lc trn ton quc. Sn phm c a chung n mc khng lng hng cung cp cho cc k l hi khi mi tung ra trn th trng Vit Nam. Number 1 hin ang c mt trn khp cc tnh, thnh trn c nc vi h thng phn b rng khp t thnh th n nng thn v chin lc thng hiu c hiu qu. Mt khc, a s ngi tiu dng c s thch ung lnh trong khi nhng loi nc ngt khc phi p lnh th number 1 c th ung trc tip vi m khng mt v ngon nn ta c th gp thy Number 1 trn tt c cc qun, i l, ca hng, siu th, ngay c cc qun va h. Number 1 phn phi bng bin php khoanh vng theo a bn rt thnh cng, c b phn tip th phi hp cht ch vi b phn bn hng to th ng vng chc trn th trng v kh nng ci tin lin tc, nng cao cht lng sn phm ph hp nhu cu ngi tiu dng. *) V mt chin lc Marketing: Chng ta nhn vo s khc bit trong tng sn phm ca cng ty Tn Hip Pht. H xy dng c l do mua- reason to buy v l do tin reason to believe tht mnh m; i vi iu ny, h thc s i st vi ngi tiu dng. Quan trng hn, h bin khi nim sn phm thnh mt k hoch qung co tuyt vi v chin dch truyn thng 360. y l mt tng cc k khc bit tc ng vo nhn thc ca ngi tiu dng. Ln u tin ra mt cng chng, Number One xut hin bng mt chui cc qung co chuyn nghip vi nhiu hnh nh khc nhau c thc hin bi cng ty qung co

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c ting t nc ngoi, mc chi ph ln n hng trm triu ng. nc tng lc Number 1 khi tung ra th trng ln u dng chin lc qung co nhc li nhiu ln vi thng ip: Number 1, nay c mt ti Vit Nam m khng truyn thng g thm v li ch ca sn phm. Thng ip c lp i lp li trn truyn hnh, bo ch, tp ch v bin hiu ngoi tri. Vi chin lc marketing nhn mnh ti c im ni tri l loi nc tng lc ng chai u tin Vit Nam, cng vi mt mu qung co n tng thu ht s ch ca ngi tiu dng, lm cho h mun dng th em n thnh cng ln cho sn phm Number 1. Thng ip trn khin ngi tiu dng t m v t hi l sn phm g. Do , sau chin dch Number 1, c s nhn bit thng hiu rt cao trong s nhng khch hng tim nng. Trong nhng thng u qung co, cng ty ct c i ng nhn vin theo di, nh gi hiu qu ca hot ng qung co theo ng bi bn: quan st s ngng i ca th trng, quan tm n n tng lu di ca qung co, theo di doanh s bn hng, phn ng ca khch hng sau khi qung co chm dt... y l mc u t khng nh vi mt cng ty mi hnh thnh cho loi sn phm mi, chnh kh nng t duy sng to v vic dm u t thc hin ny cng cc n lc b ra to ra cho Number One tr thnh mt thng hiu quen thuc trong tng lp khch hng tiu dng Vit Nam. Number 1 thc hin chin lc nh gi thm nhp, h nh gi sn phm thp kt hp vi qung co n tng, nh vo phn khc th trng ln li ko mt lng ln khch hng. Ngoi ra, cng ty cn thc hin nhiu chng trnh nh: Cng ung cng vui cng khui gii thng l chng trnh bt np trng thng dnh cho ngi tiu dng s dng cc loi nc gii kht ng chai thy tinh mang nhn hiu Number 1 nh: nc tng lc Number 1, nc tng lc Number 1 Du, sa u nnh Number 1, sa u nnh Number 1 Du nhm kch cu, phc v ngi tiu dng vi c hi d dng trng hng triu triu gii thng gi tr. Thc hin qung co mnh m trn tt c cc phng tin truyn thng nh: bo, i, Tivi (pht ng lot cc TVC qung co sn phm trn hu ht cc i truyn hnh trung ng, a phng ), internet, cc bng hiu, poster dn trn

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tng bn number 1 tc ng ln n nhn thc cng nh kch thch s t m ngi tiu dng v thng hiu v nhu cu mun c dng sn phm nhn xt sn phm c thc s tt nh qung co. Khai thc cc hot ng PR vn ng cng chng nh ti tr bng , gii ua xe p cp truyn hnh, ti tr bng , cc hot ng t thin cho trung tm x hi cho cc trng tiu hoc, trung hc v i hc trn c nc cng nh li ch cng ng to mi quan h thn thit vi khch hng mc tiu, cng nh tm kim khch hng mi. Cng ty lun c mt b phn tp trung ton din vo vic chm sc khch hng v ng x vi tt c cc khch hng ca mnh nh cc i tc kinh doanh tht s. Nh vy chin thut nhm vo khch hng a phng, ni a thng qua khc bit ho, Marketing hn hp, thng xuyn ci tin sn phm ph hp vi mong i ca ngi tiu dng. Ngoi ra, i ng nhn vin o to quy m ng thi c xy dng thnh h thng chuyn cp nht thng tin th trng, sn phm nhm gp kin vi b phn sn xut gi gn, ci tin cht lng sn phm, cng nh nng cao cht lng phc v, gn b hn na vi i l v khch hng; ci tin, rt ngn qui trnh nhm to ra tin li hn cho khch hng nh qui trnh t hng, qui trnh thu tin, qui trnh giao - nhn hng; m cc vn phng giao dch, trung tm dch v khch hng, im phc v trn th trng tiu th rng ln vi dn s tr nh Vit Nam l im thu ht ln trong mt ngi tiu dng v thng hiu. ng thi i km vo l nhiu hot ng hu mi hp dn cho i l, khch hng lm tng nhu cu s dng, nim tin, s hi lng vo sn phm. khuyn mi cc vt phm nh thng , ng phc, c treo, ly v ng ly nhm h tr vic bn hng to nim tin, s tn nhim ca i l, ca hng v cng ty. Tp Trung v Khc Bit l nguyn tc cn thit dnh c chin thng trn th trng; cng ty Tn Hip Pht vn dng thnh cng chin lc Marketing Mix khi tung ra sn phm Number 1 theo vn ct li: nh v - khc bit ha thng hiu v ginh thng li ln.

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2.2.2 i vi sn phm Tr xanh khng Tr xanh ng chai (ready-to-drink tea) tr thnh mt ch c tho lun nhiu trong thi gian gn y. Quan st cc s kin lin quan n loi nc gii kht ny, chng ta c th rt ra nhng kinh nghim qu bu cho hot ng truyn thng thng hiu. Tr xanh l cht liu dng ch bin thc ung ph bin trn th gii t hng nghn nm nay, c bit cc nc khu vc chu nh Trung Quc, i Loan, Nht Bn, Hn Quc Ung tr thm ch 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 ngh 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 xanh ng chai pht trin mnh t thp nin 80 ca th k trc. Tt c nhng thng hiu ln c mt ti Vit Nam u c sn phm tr xanh ti cc th trng u, M, Nht, Hn nh Lipton, Pepsi, Nestl, Coca Cola, Uni President, URC, Vit Nam hin nay, khi ni n tr xanh ng chai, chng ta phi k n cc thng hiu nh Tr xanh khng ca Tn Hip Pht, C2 ca URC, Queen Tea. Thng hiu Tr xanh khng c l c nhiu ngi bit n nht hin nay. Vo khong u nm 2006. Tp on Tn Hip Pht tung ra th trng Tr xanh khng . Loi thc ung gii kht ny c ng chai PET, tin li cho ngi s dng. Nh u t khn ngoan kt hp tt c cc yu t ca marketing mix khuch trng Tr xanh khng . *) V mt sn phm: Sn phm tr xanh gn gi vi ngi tiu dng Vit Nam, nhng c o v c ng chai trong nhng iu kin sn xut c bit gi li cc
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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. Khng cng c u t kh k cng t vic chn la tn thng hiu, logo, kiu dng bao b, mu xanh l cy to cm gic gn kt vi thin nhin cho n vic s dng Number One lm thng hiu bo tr. Bn cnh nhng yu t thnh cng th c mt s kin cho rng: Tr xanh 0 vi phn khc nh vo khch hng trung nin v cao tui nhng tr li c v qu ngt. iu ny khng ph hp vi khu v ca khch hng mc tiu. Phi chng Tr xanh 0 nn lu ti nhng kin phn hi ny c nhng thay i cho ph hp ?... *) V mt gi c: Tr xanh khng c gi cao hn khong 20% so vi cc loi nc gii kht ng chai khc. Tuy nhin khch hng chp nhn mc chnh lch ny v c li cho sc khe. *) V knh phn phi: Tr xanh khng tha hng li th t knh phn phi hin hu ca Tn Hip Pht. bt k tim tp ha no, ngi tiu dng cng c th d dng mua c mt chai Tr xanh khng . *) V chin lc marketing: Ngay t u khi tung ra sn phm mi, Tn Hip Pht la chn gii php truyn thng bng n vi qung co truyn hnh, bo ch , PR, kt hp cc cng c kch hot thng hiu khc.Tr xanh khng nhm vo phn khc nc gii kht. Nh vy: Chin dch marketing mix ca Tr xanh khng chuyn ti thnh cng thng ip: Thc ung vt tri so vi cc loi nc gii kht thng thng khc ch c li cho sc khe. S thnh cng ca Tr xanh khng c th l gii mt phn li th ca ngi tin phong (first mover). Vic tung ra sn phm thin nhin c li cho sc khe, vn l xu hng mnh m ca thi hin i, l mt chn la rt khn ngoan. Tt c nhng chin lc ni trn nhanh chng to c s quan tm ca khch hng i vi thng hiu Tr xanh khng .

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Vy cng l mt loi thc ung c cha Tr xanh. Cu hi t ra ti sao i th cnh tranh ca Tr xanh khng l Tr xanh C2 li khng thnh cng khi thm nhp vo th trng Vit Nam nh Tr xanh khng . Chng ta cng xem URC lm marketing mix cho Tr xanh C2 nh th no? Tr xanh C2 Tr xanh C2 l thng hiu thuc Cng ty URC Vit Nam. C2 l thng hiu tr xanh thnh cng rt rc r ti Philippines. URC u t vo th trng Vit Nam vi s vn ln n 14,5 triu -la M. URC t nh my sn xut ti Khu Cng nghip Vit Nam Singapore. Tuy nhin, khi vo Vit Nam, C2 cha t c thnh cng nh mong i. Ti thi im ra mt, C2 dng nh ri vo tnh th b ng. l v Khng ra mt trc v c tr gip mnh m bi cc hat ng truyn thng rm r. Gn y, C2 mi gia tng n lc marketing thng qua vic qung co trn truyn hnh. Ngoi ra, C2 cng kt hp qung co vi chng trnh gim gi mnh m. Nhng tnh hnh c l kh ci thin v chin dch ny cn cha mt s im cha tht s thuyt phc lm. Trc ht, tr xanh C2 la chn khu hiu mt lnh & thanh khit (cool & clean). to ra nhn bit ca ngi tiu dng, khi l thng hiu n sau, C2 nn chn cho mnh mt c trng khc bit vi Khng thay v cng ch l gii kht v c li cho sc khe. Nhn vt i din thng hiu trong phim qung co thuyt phc ngi tiu dng hy chuyn t tiu dng nc ngt sang tr xanh C2. Thng ip ny c ba im hn ch. Th nht, C2 t hn ch i tng tiu dng sn phm khi ch hng vo nhng khch hng tiu dng nc ngt. Thay v vy, C2 c th m rng sang th trng nc tinh khit ng chai v cc loi nc gii kht khc. Theo thm d phn ln ngi tiu dng coi vic chn tr xanh l mt la chn khn ngoan thay th nc tinh khit ch khng phi nc ngt.

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Th hai, chin dch tryn thng ca Tr xanh C2 phn ln hng n mc tiu hnh thnh lc ko, nhng cha ch trng n lc y qua knh phn phi, nhm to ra mc sn sng v hng ha ti im bn. Th ba, nu chuyn t tiu dng nc ngt sang tr xanh, khch hng s la chn khng , vn c trc C2. Thng hiu C2 khng a ra c bt k l do no thuyt phc khch hng chn C2, ngoi tr nhng l do m ngi tiu dng c p ng bi Tr xanh khng , l tinh khit v c li cho sc khe. Nh vy, mc khng sn sng ca C2 ti im bn, cng vi thng hiu cha sc thuyt phc v tnh gip Tr xanh khng hng li t ngn qu marketing ca C2. iu rt ra t cuc so ti. Tt nhin, cn phi c thm y hn nhng thng tin v bin ng doanh s, tng quan v th phn, mc bao ph gia Tr xanh C2 v Khng th phn tch trn mi r rng hn. 2.2.3 i vi sn phm Tr Tho Mc Dr.Thanh *) V mt sn phm: Thng hiu tr ca Tn Hip Pht l thng hiu ni ting trn th trng. Khc vi cc loi tr khc, tr tho mc Dr.Thanh ni ting l tr tho mc, thanh lc c th, khng lo b nng , hnh nh xinh ti, p ng 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. Bao b nha vi mu chi li, mu ca cung nh, ch Dr.Thanh en vi hnh ng gi Dr. t thp k 70 to cho mi ngi cm gic do lng y triu nh bo ch, ngoi ra nc c mu sc nht, hi nu nn c cm gic thanh khit, mt m. C th l marketing ca Tn Hip Pht. THP to c s khc bit i vi nhn hng Tr Tho Mc Dr.Thanh mt cch tht ngha i vi ngi tiu dng. Li ch ca vic thanh lc v gii nhit kt hp

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vi sn phm t 9 loi tho mc cung inh chng t rng y l mt tng cc k mnh m v khc bit tc ng vo ngi tiu dng. Tuy nhin phn khc th trng ca Tr Dr. Thanh khng ging Tr xanh khng . Dr. Thanh nh vo khch hng mc tiu l nhng ngi tr, thanh nin. Nhng theo mt s kin th hng v ca Dr. Thanh khng ph hp vi phn khc m n ang hng ti. Nc c v ngt khng m v hng ca nc khng thc s hp dn i vi gii tr. Liu y c phi l nhng kin m Tr Dr. Thanh nn lu ?... *) V mt gi c: Khi mua mt sn phm, ngoi c tnh ca sn phm, cc dch v km theo th gi l yu t cng gp phn n quyt nh mua ca ngi tiu dng. Tr tho mc Dr. Thanh c gi 9000/chai tuy cao hn nhng tr khc nhng c khch hng chp nhn. Bi v nhu cu ca ngi tiu dng lun thay i, lun tm n ci mi, mt khc cht lng ca sn phm ph hp vi tm l ngi tiu dng nh thanh lc c th, khng lo b nng. *) V knh phn phi: THP chn la v qun l cc knh thng mi sn phm chim lnh c th trng mc tiu ng thi im v pht trin knh phn phi sn phm khp cc i l, siu th, ca hng bn l *) V chin lc marketing: Gii thiu v thuyt phc th trng tim nng dng sn phm ca doanh nghip thng qua cc loi hnh qung b nh qung co, bn hng c nhn, quan h cng chng, bo ch hoc internet THP qung co bng cch chn nhng chng trnh thit yu c th gy hiu ng mnh. THP qung co tr Tho Mc Dr.Thanh trn cc trm xe but, ung th ti cc siu th, hay pht min ph cho khch hng khi sn phm mi ra.

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Tr Tho Mc Dr.Thanh nh mt v d cho khi nim sn phm c o c trin khai bng qung co c o v truyn thng 360. THP tn dng thi c tung sn phm din ra trc Ma Tt Nguyn n c th ti a ha mc nh hng n ngi tiu dng v th trng c nc. n nay, thm ch tr con cng bit n concept ca Tr Tho Mc Dr.Thanh v tm kim sn phm ti cc ca hng mua. THP tp trung vo cc chng trnh ln xy dng c s hin din hnh nh sn phm v thnghiu cng nh to s th nghim cho khch hng nhiu hn . V d nh 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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Chng 3: Mt Vi nh Ga Chung v chin lc Marketing Mix Tn Hip Pht

Tn Hip Pht a co mt s u t rt bai ban trc khi tung san phm ra thi trng trn tng th chin lc Marketing Mix: *) V sn phm: Nu cc thng hiu khc nh Pepsi, Coca ch s dng sn phm mi nhn tp trung sc mnh hu t du n trong tim thc khch hng, th Tn Hip Pht li i ngc li: Tao tht nhiu nhn hng ngi tiu dng la chn, vi cc chi ph qung co c chi ra rt ln. Tn Hip Pht to s khc bit hn bng cch a ra rt nhiu chng loi sn phm. Chin lc " ai dng xanh" a gip Number 1 tr thnh sn phm nc tng lc ng chai u tin c mt trn th trng; 0 tr thanh ngi tin phong trong thi trng tra xanh. Nhc n tra xanh la khach hang nhc ti 0 , thm chi khi nhin ti mt san phm tr xanh ong chai khac khach hang cung se lin tng ti 0 vi y la san phm tra xanh ong chai u tin co trn thi trng. Mt khac , bao bi cua 0 c thit k rt ep va bt mt va c bit mau xanh mat rt phu hp vi tinh cht san phm. Cui cung la cai tn " 0 - giai nhit cuc sng" , khng cn phai noi nhiu t khach hang cung a hiu c phn nao tac dung cua san phm. Nh cac ban thy , vi vi th la ngi m ng 0 a co mt vi tri rt vng chc trong tm tri ngi tiu dung; hay tr tho mc Dr Thanh l loi tr u tin c chit xut t 9 loi tho mc cung nh. Ngoi ra, cn rt nhiu sn phm khc nh tr gim cn Bayker, sa u nnh Soyza Co th noi chin lc nay la kt qua cua s nghin cu rt ky lng cua Tn Hip Pht. *) V gi: Trong khi cc sn phm khc s dng bao b bng lon nhm vi chi ph cao th Tn Hip Pht cho ra i nc dng chai c mc chi ph thp hn nn tung ra sn

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phm Number 1 c gi thp ch ngang bng vi Pepsi v Coca, thp hn nhiu so Vi Redbull, Rhino, Lipovitan, sau cng ty li tung ra mt lot cc sn phm dng chai PET hay hp giy va tin li, va c chi ph thp mang li s khc bit thu ht ngi tiu dng v cng l chin lc gi rt thnh cng. *) V phn phi: Cc sn phm ca cng ty hin ang c mt hu ht tt c cc tnh thnh trn c nc. n bt c tp ha, ca hng, siu th hay ngay c trn va h khch hng u c th mua c sn phm ca Tn Hip Pht. *) V qung co, khuyn mi: Mi loi sn phm u c chun b khu qung co rt s v cng phu. Hu ht cc knh truyn hnh ln u c cc show qung co ca Tn Hip Pht, thm ch n trn ngp cc sn phm: Bia Bn Thnh, Number One, Tr Xanh 0 , Tr gim cn, soyza number one, tr tho mc Dr Thanh,... ngoi ra, cng ty c i ng nhn vin chuyn nghip, thng xuyn c chnh sch h tr bn hng, cc hnh thc khuyn mi ng thi tham gia cc hot ng PR, hot ng x hi tip cn khch hng, to n tng trong tr nh ngi tiu dng.

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Li Kt
Nh vy, nhng ngi lm marketing phi xem xt ton b marketing mix khi quyt nh v sn phm, gi, phn phi, c ng cho sn phm. Nu sn phm c nh v da trn nhng yu t phi gi c hay sn phm khng cht lng, qung co v phn phi khng ph hp , th cc quyt nh i vi vic thc hin chin lc marketing mix khng cn hiu qu . Cc yu t ca marketing - mix c doanh nghip s dng t c cc mc tiu marketing ca mnh. Cc quyt nh 4p phi c phi hp vi nhau hnh thnh mt chng trnh marketing c tnh h thng v hiu qu. Cc quyt nh a ra cho nhng yu t ca marketing - mix u c th nh hng n nhau. Chng hn cc nh sn xut ang s dng nhiu trung gian phn phi v mun nhng ngi ny ng h v c ng cho cc sn phm ca mnh th c th phi a vo mc gi mt phn li ln hn cho trung gian phn phi . Quyt nh trin khai v tr cho mt sn phm cht lng cao s i hi nhiu chi ph hn, iu ny cng c ngha l ngi bn phi a ra mc gi cao hn c th trang tri c cc chi ph . Doanh nghip thng quyt nh gi sn phm trc, t mi a ra nhng quyt nh khc thuc marketing - mix tng ng mc gi m doanh nghip mun n nh cho sn phm.

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