Kế Hoạch Marketing 2017 Cho Sản Phẩm Nescafe Cappuccino

K HOCH MARKETING 2017 CHO SN PHM
NESCAFE CAPPUCCINO
(Ti liu ny, cc thng tin u gi lp, ch phc v cho mc ch nghin cu)
Nescafe Cappuccino Quang Huy, M Hnh, Thanh Tho Share knowledge togeher
MI TRNG KINH T V CHNH TR MI TRNG X HI V VN HA
2014: Nhm tui 35 tr ln chim phn ln 57%
6.7% 0.6%
24.9% 24.5%
GDP tng trng trong nm 2015 CPI trong nm 2015 so vi nm n nm 2020 c cu dn s tr ca Vit Nam
cao nht trong 5 nm qua. ngoi: lm php thp
s c duy tr n nh
Nim tin NTD Cc chnh sch
ci cch hnh
108 chnh, ci thin
(Q4.2015) mi trng u
Xp hng 6 tan t c nh gi
cu cao.
MI QUAN TM HNG U I VI SN PHM
#2 Thng hiu
c tin dng #3 Thn thin vi #4 Cc hot ng kt ni
#1Tt cho sc khe mi trng cng ng
LA CHN MUA HNG TI KNH MT
147 ca hng 465 ca hng

2012 2015
SN SNG CHI TIU CHO NHNG NHU CU MI
- Vit Nam c sn lng xut
khu c ph ng th 2 trn
th gii 8/10 ngi Vit Nam online
nhiu ln trong mt ngy
- Sn lng c ph tng
79% ngi online hng ngy Doanh nghip c ch
dn qua mi nm:
ng sn xut, cng
nh a thng
tin/qung b sn phm
n khch
RANG XAY
CHIM Mc tng trng: +13%
2/3 Pht trin mnh v s lng v quy m ca cc qun
c ph, cc ca hng bn l c ph cng nh ca cc
chui cung ng thc phm khc km c ph ca cc
TH ni ting th gii, ni ting trong nc hc khng ni
TRNG ting.
C PH
VIT NAM
Th phn c ph ha tan 2014
HA TAN 2%
CHIM Mc tng trng: 15-20%
Vinacaf Bin Ha
1/3 Vi hn 20 nh my sn xut 15%

Nestl
S canh tranh gy gt ca hng ngn thng hiu 41%
trong v ngoi nc trn th trng Trung Nguyn
16%
3 ng ln ca th trng ny l:
Trung Nguyn Vinacafe- Nescafe Trn Quang
Khc 26%
C PH HA TAN TRN TH TRNG
SONG SONG KINH ANG MUN THM NHP TH TRNG C PH HA TAN V DAO COFFEE
(CA LO) ANG CHUN B THM NHP TH TRNG
Tnh hnh pht trin hin nay ca ngnh hng:
:
Lng nguyn liu dnh cho sn xut c ph hon tan tan theo
mnh mi nm:
18.5%
Tc tng trng
G 2011-2016
Bo co phn tch ca hng Euromonitor cho
bit, doanh thu bn l th trng c ph ha tan
ti Vit Nam giai on 2011-2016 t t 2.400
n trn 3.600 t ng
c tnh dung lng th trng nm 2017:
Tn sut s dng c ph ha tan 1-2 ln/ngy nam n t tui 18-40 ln lt l 50-53%
Dn s SL trung bnh
Dung lng Dung lng
(Nam-N : 23-34 ung c ph ha
th trng (tun) th trng (nm)
tui) tan/ngy
44.460.000ngi 311.220.000 16.227.900.000
1 gi/ngy
(+-3%) gi/ tun gi/ nm
Xu hng tiu dng Quan im v thi quen s dng
Nhn nh :
Mua sm cho bn thn
Tin dng D pha ch- Khng mt nhiu thi gian
Th h tr hin nay t lp sm hn
Mc ch:
Lun vn ng Chng bun ng - To tp trung To hng phn
a thch nhng sn phm hoc dch v tin li
phc v tt nht cho cuc sng bn rn ca h. Thi gian s dng
6:00-9:00
13:00-15:00
Ngun thng tin v sn phm Sau 8:00
T gia nh v bn b
Qung co trn TV Khch hng t 35 tui tr Cch ung:
Trn mng xung c nhu cu s Dng ha tan 3in1 c s dng nhiu nht
Mu dng th dng cao
Thy trong ca hng
Nhn din thng hiu
3 nhn hiu l: G7 Nescafe Vincafe
TNG QUAN V NESCAFE V NESCAFE VIT NAM :
Nescafe c mt D n Nescaf Plan ti

ti 180 quc gia Vit Nam
75 nm Nm 1988 Nm 2011 Nm 2015
Nescafe chnh thc sn Nh my sn xut ht c

xut ti nh my ng ph kh caffeine ti nh
Nai Vit Nam. my Nestl Tr An
- NESCAF RED CUP

- Cc sn phm C ph ha tan pha sn:
NESCAF 3 in 1: c 3 hng v khc nhau m , m hn v
hng m .
NESCAF Caf Vit: vi 2 sn phm c ph en v c ph sa
-Nescafe l thng hiu thn thit c NTD Vit Nam la chn, khi lun
ng trong top nhng nhn hng c la chn mua nhiu nht c thnh
ph ln nng thn.
SN PHM NESCAFE CAPPUCINO
Gi: 83.000/hp/10 gi x 18g
- Nam N, thu nhp ABC

- Tui : 25-35
USP- im ni bt ca sn
phm: Lp bt sa snh mn, Target - Sng cc thnh ph ln
thm bo dy ti 2 cm. Consumers - C phong cch, c tnh, s thch
ring, nng ng, t tin.
Cc hot ng qung b ca Nescafe Cappuccino

- 04/11/2015 :Hot ng qung b cao sn phm din ra
- Knh: trang Facebook chnh thc ca Nescafe Vit Nam
- Phn phi Knh MT ti hai thnh ph ln H Ni v H Ch Minh
C ph Cappucino C ngun gc t , c du nhp kh lu vo Vit Nam v
gi n tr thnh mt loi c ph thng dng v c nhiu ngi Vit Nam
la chn ung thng xuyn .
+ Mt ly c ph ch c th ph bng my
c ph, nn ch c th mua nhng qun
c ph.
+ Hng v nh nhng
+ Hnh thc p, n tng c to nn
Xu hng s dng t lp bt sa bnh bong.
c ph Cappucion
Quan im ca khch hng v dng sn phm: 58.1%
Khng bit v thng tin v nhng sn phm
Cappucino ha tan
Sn phm khng c nh gi cao v:

+ Hng v qu nht,qu ngt hoc ging cc
sn phm c ph ha tan 3in1
+ Khng th hin c hnh thc ca mt
cappucino
Mong i ca khch hng S l s kt hp ca s tin li, d ph ch ca c

v sn phm : ph ha tan v nhng c im ca mt l
cappucino ph my ( hng v, lp bt )
PHN TCH CC SN PHM CNG LOI
- Nhn hiu trong nc:
Cng ty C phn Archcafe G7 Cappuccino -Trung Nguyn
Sn phm: Cappuccino Da Cappuccino Su ring Sn phm: Mocha Hazelnut Chocolate
Gi bn: 59.000/12 gi*20gr/hp Gi bn: 52.000/12gi * 18gr/hp
-Phong cch v hng v c - N - Nam, thu nhp -Thuc Trung Nguyn thng hiu - N gii, thu nhp ABC,
ph phng Ty vi hng ABCD, tui 23-40 lu i, tui 23-40
v qu hng. Sng cc thnh ph ln. Sng cc thnh ph ln.
- Knh phn phi: MT v -Ph hp vi cc bn yu thch v c
im ni bt
ca hng tin li ph nh v v thm du theo phong
cch c ph Cappuccino ca .
Hot ng truyn -Khng c hot ng qung b no ring bit i vi dng sn

- Khng c bt k hot ng qung b sn phm ni tri
thng Qung b phm G7-Cappuccino
- Nhn hiu nc ngoi :

Hng nhp khu t cc nc: M, Chu u, i Loan,
Knh bn hng: bn online l chnh, cc h thng siu th hng nhp
khu,
Hnh thc: Hp vi khi lng ln >=1kg, dng lon/Ly ung lin.
Khng c bt k hot ng qung b sn phm
Kt lun:
Cc sn phm thuc dng Cappuccion ha tan trn th trng kh a dng Nhng khng c bt
k hot ng lm ni bt sn phm v a a sn phm n gn khch hng.
CC DNG SN PHM CNH TRANH GIN TIP
Vinacaf GOLD ORIGINAL Birday c ph ha tan 3in1 White Coffee Trung Nguyn
Gi bn: 47.500/20gi*20gr/hp 45.500/20gi*17gr/hp Gi bn: 49.000/12 gi*20gr/hp
Hiu v mnh yu C ph bc su
-c ph ng gu phi n
- 5 v c ph phin truyn -Nam v n Lm t ht c ph Robusta, -N gii -Dnh cho ngi khng th Ph hp vi

thng: v hi ha: chua tui 25 hng v nh nhng, ph tui 22 s dng c ph vi liu mi tui.
thanh, ng nh , ngt 40. hp vi phi n. 40. lng ln nh vn thch
du , hi cht v cht -Thch s tri -N tnh, hng v c ph
im bo ca sa to tch c nghim trong tinh t c gu - S ha quyn gia v c
ni c ph ng ngha theo cuc sng, am ung caf ph thun khit v sa ngt
bt mt cch tin li. hiu v ung cho ring ngo b sung thm nng
c ph mnh lng nh mt ba n nh
trong ngy
- Hng v kn chn ngi s dng. - Ajinomoto l thng hiu bt ngt trong -Loi hnh c ph ch kh ph bin min
im tm tr ngi tiu dng, ng thi khng Bc.
yu phi l cng ty ni a, li khng c th -Hot ng qung b sn phm yu
mnh v c ph do RTB yu hn so vi
i th
STRENGTHS WEAKNESSES
- Nescafe c khch hng tin dng do cng ty Nestle l cng ty hng u v - Nescafe Cappuccino c awareness thp do sn phm mi gia
Nescafe c ngi tiu dng nh gi cao nhp vo th trng.
- Nescafe cng c khch hng yu thch do Nescafe xy dng nh v thng - nh gi ca khch hng v sn phm cha cao.
hiu da trn phng din tm l tnh cm.
- u t mnh v R&D v truyn thng.
OPPORTUNITIES THREATS
- Th trng tim nng vi Nhm i tng t 21 35 tui c xu hng s - Cnh tranh khc lit trong th trng c ph ha tan.
dng c ph ha tan nhiu hn - Khch hng kh quen thuc vi vic ung c ph Cappuccino
- Nescafe Cappuccino khng b ro cn bi gi c nhiu v th trng hng ngoi qun c ph
cao cp ang tng trng tt. - Khch hng d thay i thi quen tiu dng v c ph ha tan
- Cc knh phn phi hin i (MT) ang l xu hng v c a chung. ang c rt nhiu sn phm a dng khc nhau v khch hng c
nhiu s la chn.
- S pht trin ca cc chui c ph l mt mi e da ln, b
cnh tranh bi cc ca hng take away tin li gi r.
SWOT IMPLICATION & ISSUE
Chin lc v k hoch truyn thng ca sn phm cn

thp.
Khch hng khng tin rng Cappuccino ha tan s mang li

c ng cht Cappuccino nh ngoi qun.
SEGMENTATION High Caffeine
LUXURY ECONOMIC
Low Caffeine
TARGET CONSUMER
- Khch hng mc tiu: Nam, N t 25-35 tui
- Mc thu nhp ABC
- Sng 6 thnh ph ln Vit Nam (H Ni, Hi Phng, Nng, Khnh
Ha, H Ch Minh, Cn Th)
- Lm vic trong cng s, kinh doanh
- L ngi hin i, phng khong, bn rn vi cng vic/gia nh, lun
mun tm kim v trn trng nhng pht giy th thi, vui v trong cuc
sng.
- C thi quen ung c ph ha tan ti nh v cng s
CONSUMER INSIGHT
Ti l mt ngi tr hin i, lun bn bu, hay gp stress t nhng trch nhim trong
cng vic v cuc sng. V th, c ph ha tan nh l cu cnh tc th cho ti mi khi
ti mun np nng lng ly li tinh thn hng phn, tnh to mi ngy.
Ti thch Cappuccino t nh nhng, su lng. Ti thch nhng iu mang nt , n
lun khin ti cm gic th gin, thoi mi. Ti thch tn hng nhng khonh khc th
gin thoi mi bn nhng tch c ph .
Nhng c c mt tch c ph ng ngha th tn rt nhiu thi gian ca ti khi
i ra qun, c ph ha tan th li khng th pha c mt ly c ph ng iu.
V vy s tht tuyt nu ti c th tm ra mt loi c ph ha tan pha ra c nhng
tch c ph Cappuccino ng chun c ph pha ti qun ti c th thng thc mt
cch thoi mi, th gin m khng cn phi n qun c ph
POSITIONING
Nescafe Cappuccino l c ph Cappuccino ha tan dnh cho nhng ai yu thch
hng v ngt thanh, ng du, lp bt kem mn mng to nn mt tch Cappuccino
ng iu y nh qun c ph mang phong cch hin i, m phong cch gip h
tn hng tng giy pht th thi, nh nhng, vui v gia lo toan bn b cng
vic & cuc sng ngay ti nh hay ni lm vic.
Provide what To Differentiated Reason
NEED WHOM BY TO BELIEVE
Li ch l tnh Functional Benefit
- C ph ha tan c th pha ra ly c ph Cappuccino
- Nestle l cng ty hng u th gii v Thc phm v ung, vi
ng chun c ph qun
mng li sn xut v kinh doanh rng khp trn ton cu.
- C ph vi v ngt thanh, ng du cng vi lp
- Nam & N, tui t 25 35 - C ph Nescafe Cappuccino c lm t espresso nc ngoi em
bt kem mn mng - V m t Espresso, v ngt thanh ca ng
- Mc thu nhp ABC+ n ly c ph phong cch ng cht
- Tnh to, gip hng phn v tp trung tinh thn, lm i km vi lp sa nh bt mn mng thng
- Sng 6 thnh ph ln Vit Nam (H Ni, Hi - Cng ngh sn xut c ph hin i ng cp th gii m bo to ra
du cng thng, to s thoi mi hng dy 2 cm gip to nn mt ly Cappuccino
Phng, Nng, Khnh Ha, H Ch Minh, Cn loi c ph siu sch, ngon gi c ng hng thm v mi v
Li ch cm tnh Emotional Benefit mang n cm gic mt m thm ngon m bn
Th) thun ty ca c ph.
- Nh nhng gip tn hng c giy pht yn tnh s khng bao gi qun c sau ln u nm th.
- Lm vic trong cng s, kinh doanh - Lp bt kem l c trng ca dng c ph Cappuccino. Cng ngh
ngay ti nh hoc ni lm vic m khng cn phi i
Booster c quyn v duy nht t NESTL gip gi li lp bt sa
u xa.
snh mn, thm bo dy n 2cm ca caf Cappuccino
- Mang phong cch hin i thi thng cng vi
phong cch
BRAND KEY Cng ngh
c quyn
Booster to
REASON TO lp bt kem Lp bt kem dy
2 cm to nn tch DISCRIMINATOR
BELIEVE c ph ng ngha
Sn phm n
t Nestle
Nescafe
Cappuccino
Cafeteria
Standard Value
Without Going To
Li ch l tnh Functional - Nh nhng,
Benefit Cafeteria th gin, thoi
- v ngt thanh, ng du cng mi
vi lp bt kem mn mng
- Tnh to, gip hng phn
- Thng
v tp trung tinh thn, hng, cht
- Li ch cm tnh Personalitylng VALUE, BELIEF,
Emotional Benefit Nng ng, kht PERSONALITY
- Nh nhng
- su lng
khao
BENEFIT - Tn hng, nh
nhng
- Phong cch ,
hin i
INSIGHT V vy s tht tuyt nu ti c th tm ra mt loi c

ph ha tan pha ra c nhng tch c ph
Cappuccino ng chun c ph pha ti qun
ti c th thng thc mt cch thoi mi, th gin
m khng cn phi n qun c ph
Khc lit
- i th trc tip: G7 Cappuccino, RockCafe
- i tng ch yu l n, nam l i tng m TARGET
COMPETITIVE Cappuccino v cc loi Cappuccino t nc rng, tui t 25 35
CUSTOMER
- Mc thu nhp ABC+
ENVIRONMENT ngoi
- i th gin tip: Vinacafe Original, G7 - Sng 6 thnh ph ln Vit Nam (H Ni, Hi
Passiona, G7 White Coffee, Birdy Phng, Nng, Khnh Ha, H Ch Minh, Cn
Th)
Hin vn cn tim n nhiu i th cnh tranh - Lm vic trong cng s, kinh doanh
trong phn khc th trng ny (tp on Kinh
, Dao Cafe t Lo)
R&D ca Nestle tt
ROOT STRENGTHS Nescafe Cappuccino Quang Huy, M
C sHnh,
sn xut c mtTho
Thanh Vit Nam Share knowledge togeher
MC TIU MARKETING & DOANH THU DI HN
Th Phn
Th Phn
1.72% Mc tiu Doanh Thu

1.46% Doanh Thu (1000VND)
1.24%
0.89% 1.05% 378,529,424
320,787,648
2017 2018 2019 2020 2021

178,215,360
Awareness 151,029,966
127,991,497
Awareness
90%
80%
70%
60% 2017 2018 2019 2020 2021
50%
2017 2018 2019 2020 2021
MC TIU MARKETING & DOANH THU 2017
Awareness
Th phn
Awareness
Th phn
50%
0.89%
35%
0.55% 25%
0.21%
T1,2,3,4 T5,6,7,8 T9,10,11,12 T1,2,3,4 T5,6,7,8 T9,10,11,12
% Doanh Thu Mc tiu DT ( 1000VND)

MT GT Horeca
21,092,956 20,089,735 21,092,956 20,089,735
MT 15,559,678
Horeca
45%
39% 10,044,868
8,291,368 8,291,368
4,147,759
GT T1,2,3,4 T5,6,7,8 T9,10,11,12

16%
CHIN LC & K HOCH
Vn gi nguyn gi 83,000VND/1hpx10goix18gr
Price
Tng v m v mu sc ca sn phm. Tng km b trang

Product tr.
Tp trung doanh thu v phn phi ch yu knh MT

Place v Horeca.
y mnh thng ip thng thc Nescafe

Cappuccino ngon chun qun c ph m khng
Promotion phi i ra qun c ph
PRICE
-Gi hin ny ca sn phm l: 83.000/hp/10gx 18gr
- So snh gi gia Nescafe Cappucino vi i th trc tip v gin tip
V: VND/1kg So snh gi vi cc mt hng nhp khu

So snh gi vi cc mt hng trong nc
700.000
660.710
461.111 700.000 600.000
500.000 600.000 490.000
461.111
293.981 500.000 408.390
400.000 243.056 400.000
300.000 300.000
200.000
200.000 100.000
100.000 0.000
0.000
Trung Nguyn Nescafe Arch Caf
- Chin lc gi 2017: 83.000/hp/10gx 18gr
PHN PHI : T TRNG DOANH THU V S LNG PHN B TNG KNH C NM.
Knh
MT 45% GT 16% Hoca 39%
Ca
Siu th Ca hng
i siu th Siu th
mini
hng tp ha Ch Hotel 3* Pantry
tin li
Knh/Doanh
T1,2,3,4 T5,6,7,8 T9,10,11,12 T trng
Thu
MT 15,559,678 21,092,956 21,092,956 45%
GT 4,147,759 8,291,368 8,291,368 16%
Hoca 10,044,868 20,089,735 20,089,735 39%
Total 29,752,305 49,474,059 49,474,059 100%
Doanh thu 4 thng u ch chim 23%, 77% mc tiu doanh thu cn li s tp trung 8 thng sau khi k
hoch Marketing cng nh ph knh phn phi c y mnh
PHN PHI: DOANH THU V PHN PHI C TNH THEO 4 THNG
VT:
ngn
T1,2,3,4, T5,6,7,8 T9,10,11,12
Knh im bn
S
T trng
Doanh thu S lng hp Doanh thu S lng hp Doanh thu lng
MT hp
i siu
th 20 1,328,000 16 1,328,000 16 1,328,000 16 7%
Siu th 131 8,698,400 105 8,698,400 105 8,698,400 105 45%
Siu th
mini 1,026 5,107,488 62 10,214,976 123 10,214,976 123 44%
Ca hng
tin li 256.5 425,790 5 851,580 10 851,580 10 4%
PHN PHI: DOANH THU V PHN PHI C TNH THEO 4 THNG
T1,2,3,4, T5,6,7,8 T9,10,11,12

im
GT S lng T trng
bn Doanh thu S lng gi Doanh thu S lng gi Doanh thu
gi
Ca hng tp
ha 5461 3,966,197 573 7,932,393 1,147 7,932,393 1,147 96%
Ch 173 181,563 26 358,975 52 358,975 52 4%

T1,2,3,4, T5,6,7,8 T9,10,11,12
im
HOCA S lng T trng
bn Doanh thu S lng gi Doanh thu S lng gi Doanh thu
gi
Hotel 3* 339 1,688,220 244 3,376,440 488 3,376,440 488 17%
Pantry 876 8,356,648 1,208 16,713,295 2,416 16,713,295 2,416 83%
PHN PHI CHNH SCH H TR THC Y DOANH THU
Chnh sch h tr
MT (44%) GT ( 24%) Hoca ( 32%)
Chit Chit Hoa POSM

khu POSM khu
POSM hng Hoa
Tng ly
NVBH giy hng
NVBH
Knh Ngn sch T trng

MT 2,887,280 44%
GT 1,560,323 24%
Horeca 2,095,006 32%
Total 6,542,608 100%
PHN PHI CHI TIT CHNH SCH H TR
Thng 1,2,3,4 Thng 5,6,7,8 Thng 9,10,11,12
Knh Chnh sch Chi tit n gi
S lng Thnh tin S lng Thnh tin S lng Thnh tin
- Chit khu cho
cc ca hng 5%/Doanh thu 5% 15,559,678 777,984 21,092,956 1,054,648 21,092,956 1,054,648
Knh MT
- H tr trng by Shelf Talker (
20 792.05 15841 641.05 12821 0 0
ti im bn can dn k)
- Chit khu cho
cc ca hng 5%/Doanh thu 5% 4,147,759 207,388 8,291,368 414,568 8,291,368 414,568
- H tr trng by Wobler 4 2,731 10,922 2,731 10,922 - -
Knh GT
ti im bn
K Mica trng by 100 1,365 136,530 1,365 136,530 - -
- Hoa hng cho
NVBH 2%/Doanh thu 2% 4,147,759 82,955 8,291,368 165,827 8,291,368 165,827
- H tr trng by
Poster
ti im bn 3 607 1,822 607 1,822 - -
Tng ly giy
Knh Hoca - Tng ly giyphm Nescafe / Th tch
200ml 0.3 607,250 182,175 607,250 182,175 607,250 182,175
- Hoa hng cho
NVBH 2%/Doanh thu 2% 10,044,868 200,897 20,089,735 401,795 20,089,735 401,795
Total 1,616,515 2,381,108 2,219,013
TOTAL 6,216,636
PROMOTION - CHIU TH
1. MC TIU TRUYN THNG
nhn bit ca Nescafe Cappuccino tng 65%

Truyn ti thng ip ca Nescafe Cappuccino n ngi tiu dng: Hy t pha cho mnh 1 tch
Cappuccino ngon ng chun qun c ph mi ngy m khng cn n qun
2. TNG CH O Customer Insight:
Tht tuyt nu ti c th tm
ra mt loi c ph ha tan
pha ra c nhng tch c
ph Cappuccino ng chun
c ph pha ti qun ti c
th thng thc mt cch
thoi mi, th gin m khng
cn phi n qun c ph
Brand Truth: Category Truth:

Nescafe Cafeteria Be Your Own
Mi ngi u
Standard Without Barista At Home
ung c ph vi
Going To khu v ring ca
Cafeteria mnh
Hy t pha cho mnh 1 tch c ph Nescafe Cappuccino ng chun c ph pha ti qun c th

thng thc mt cch thoi mi, th gin m khng cn phi n qun c ph.
3. K HOCH S LC CC GIAI ON
Phase 1 Phase 2
( 1 - 6/2017) ( 7 - 12/2017)
Mc tiu To nhn bit cng nh bc u truyn ti thng ip ca sn phm Xy dng hnh nh Nescafe Cappuccino theo thng ip
n ngi tiu dng truyn ti
i tng i tng mc tiu: Nam/N, nhn vin vn phng, tui t 25-35, sng ti cc thnh ph ln, thu nhp ABC
Hot ng chnh TVC: Vi Nescafe Cappuccino, khng cn n qun c ph cng c Mobile Apps: With Nescafe Cappuccino, be your own
th to nn tri nghim tuyt vi ca chnh bn With Nescafe barista at home Cng Nescafe Cappuccino, hy tr thnh
Cappuccino no need cafeteria, create your perfect experience th pha ch ca chnh mnh ti nh
Cng c h tr Online Photo Contest: How is your own Cappuccino? Tch Chng trnh khuyn mi: Thm ly i mu, thm
Cappuccino ca bn nh th no? vn nim vui hy s dng ly i mu pha
Digital: Forum Seeding, Microsite, Facebook Ads, GDN, Youtube. Cappuccino ca chnh mnh nh!
PR: kenh14.vn, Vnexpress, Dantri, Vietnamnet, Zing News. KOLs Seeding
KOLs seeding: KOLs chia s v tri nghim cng nh ly Nescafe Digital: Forum Seeding, Microsite, Facebook Ads,
Cappuccino ca chnh h pha GDN, Youtube
OOH, POSM, Activation PR: kenh14.vn, Vnexpress, Dantri, Vietnamnet, Zing
News
OOH, POSM, Activation
CHNG TRNH 1
TNG NHN BIT V BC U TRUYN TI THNG IP CNG NH XY DNG HNH NH
1. i tng truyn thng:

i tng mc tiu: nam, n, nhn vin vn phng, tui t 25-35, sng ti cc thnh ph ln, thu nhp
ABC
2. Thi gian:
T thng 1 - thng 6/2017
3. Hot ng chnh - TVC: Vi Nescafe Cappuccino, khng cn n qun c ph cng c th to nn
tri nghim tuyt vi ca chnh bn With Nescafe Cappuccino no need cafeteria, create your perfect
experience
4. Cng c:
Online Photo Contest: How is your own Cappuccino? Tch Cappuccino ca bn nh th no?
Digital: Forum Seeding, Microsite, Facebook Ads, GDN, Youtube.
PR: kenh14.vn, Vnexpress, Dantri, Vietnamnet, Zing News.
KOLs seeding: KOLs chia s v tri nghim cng nh ly Nescafe Cappuccino ca chnh h pha
OOH, POSM, Activation
6. Ni dung chi tit tng cng c:
TVC: Tn hng phong cch qua tng tch c ph
Ni dung chnh: Nhng khonh khc, thi gian mi ngi thng thc ly Nescafe Cappuccino lun l trong qun c ph. Tuy nhin, n kh bt tin khi lc no cng ra qun c
ph v ch ngoi qun c ph th mi ngi mi c th c c 1 ly Cappuccino thng thc. Do Nescafe Cappuccino l loi c ph ha tan c th gip bn t pha cho mnh 1
ly Cappuccino ng chun c ph qun ti nh v khng cn phi ra qun c ph
Thng ip: Bn khng cn nht thit phi tn nhiu thi gian mua mt tch Cappuccino ngoi qun. Ch cn i v bp hoc pantry v xem th Nescafe Cappuccino s gip
bn nh th no tr thnh th pha ch ca chnh bn. Hy t pha cho mnh 1 tch c ph Nescafe Cappuccino ng chun c ph pha ti qun c th thng thc mt cch thoi
mi, th gin m khng cn phi n qun c ph.
Kch bn d kin:
Chng trai ang mt mi, thiu tnh to sau ngy lm vic C gi c ng ang thng thc ti qun c ph c ngi C cm thy nh nhng th thi
th gin, to hnh cho ly c ph ca mnh
1 ng
nghip nam
cng ung
Nescafe
Cappuccino
ngi chung
v ni
chuyn vi
c
Tr v thc ti th c ang ngi trong cn tin cng ty Nescafe Cappuccino Quang Huy, M Hnh, Thanh Tho Share
Gii thiu v Nescafe Cappuccino ngon ng knowledge
chun qun c ph togeher
Digital
4rum: 4 din n chnh: Webtretho, Vitalk, chavame, phununet.com
Vi cc topic: C ph ha tan pha ra c ly c ph Cappuccino ng chun qun c
ph; c ph ti nh, c ph khi i lm, pha c ph n gin
Microsite: www.nescafecappuccino.com
Thit k mang m hng nc , l ni ng nhng thng tin v Nescafe
Cappuccino, nhng thng tin chin dch
GDN (Google Display Network)
- Chy qung co hin th nh banner, poster trn cc trang
Partner ca Google( 24h, nhaccuatui,kenh14, dantri,....)
- Chy nh dng hnh nh v video (video chy trn cc knh
cc ph n hay xem phim nh youtube, phimmoi.net, vivo,...)
- Remarketing: cho qung co xut hin v t tm ngi tiu
dng quan tm n sn phm
KOLs Seeding
Dng KOLs seeding ca cc ngh s (Uyn Linh, H Trung Dng, H Anh Tun, Phng Linh, Linh Nga, M Tm,) to nhn bit v truyn ti
hnh nh, thng ip ca Nescafe Cappuccino.
PR
Dng cc knh PR truyn ti thng tin, hnh nh cng nh thng ip
ca Nescafe Cappuccino, to nhn bit cao cho sn phm
LCD POSM
OOH v POSM
Billboard Bus Stop
6. Ch s o lng v ngn sch:
Ngn sch
STT Ni dung SL VT KPI Thi gian Ghi ch
(VND)
CC HOT NG DIGITAL
Forum seeding trn 4 din n 10 Topic 300 comments
Webtretho 4 Topic 120 comments 5.000.000
1 Vitalk 2 Topic 60 comments 2.000.000
Chavame 2 Topic 60 comments 1.600.000
Phununet.com 2 Topic 60 comments 1.600.000
Thng 3-5/2017 (Bao gm chi ph thc
2 TVC 1 Clip 3.5 t hin v chi ph pht
sng)
3 Microsite 1 Site 100.0000 lt truy cp 100.000.000
4 KOLs seeding 6 Topic 12000 interaction 120.000.000
HOT NG PR v ADVERTISING
Tuyn bi PR ch tri nghim c ph ti vit
Bi PR khng cam kt
1 Nam trn kenh 14.vn, Vnexpress, Dantri, Zing 5 Bi Thng 3-4/2017 38.000.000
KPIs ban u
News, vietnamnet
Qung co LCD
Thng 4/2017
Office Building (ton quc)
2 75 (1 tun: 2.000.000) 600.000.000 TVC 15
HN: 30
HCM:45
1 nm
3 OOH 3
(600.000.000/ 1 nm) 1.800.000.000 Share knowledge togeher
Nescafe Cappuccino Quang Huy, M Hnh, Thanh Tho
Tng cng 6168200000
Tham kho: http://tvad.com.vn/khach-hang-cong-
NGN SCH CHI TIT CA TVC ty/bang-gia/vtv3-3/page-2.html
VTV 3
Khung gi Gi trung bnh/ 20s S lng Tng gi
Trong chng trnh gii tr 1 T2 67.500.000 3 (1 ln/ tun)
(20h00 21h15) 202500000
Trong CT Gii tr 1 - Th 3(20h00 112.500.000 3 (1 ln/ tun)
21h15)
337500000
Trong CT Gii tr 1 - Th 4 (20h00 60.000.000 3 (1 ln/ tun)
21h15)
180000000
21h15)
270000000
21h15)
135000000
Trong chng trnh - Th 7, Ch 48.750.000 3 (1 ln/ tun)
nht (19h55 - 21h00)
146250000
Trong chng trnh - Th 7, Ch 60.000.000 3 (1 ln/ tun)
nht (21h00 - 23h00)
180000000
Tng 1451250000
Tham kho: http://www.gardenmedia.vn/quang-cao-
NGN SCH CHI TIT CA TVC truyen-hinh/bang-gia-quang-cao-tren-truyen-hinh-htv-
nam-2015.html
HTV7
Trong chng trnh gii tr 35.000.000 15
T2 T6 (20h00 21h15) 525000000
Trong chng trnh gii tr (T7 45.000.000 6
CN) 270000000
Trong v sau chng trnh V 55.000.000 3
Chng Son 165000000
Chng trnh 60s 25.000.000 21 525000000
Tng
1.485.000.000
CHNG TRNH 3
TNG MC YU THCH v xy dng hnh nh THNG HIU CAPPUCCINO NGON NG
CHUN QUN C PH V C TH UNG BT C NI U KHNG CN N QUN
1. i tng truyn thng:

i tng mc tiu: Nam/ N, nhn vin vn phng, tui t 25-35, sng ti cc thnh ph ln, thu nhp ABC
2. Thi gian:
T thng 7 - thng 12/2017
3. Hot ng chnh: CHNG TRNH KHUYN MI V HNH TRNH TRI NGHIM NESCAFE CAPPUCCINO
Digital: Website and Mobile Apps, Facebook Ads, GDN, Youtube
PR: book bi trn cc bo: kenh14.vn, Vnexpress, Dantri, Vietnamnet, Zing News.
Brand Ambassador, KOLs seeding
Chng trnh khuyn mi
OOH
4. Ni dung:
THNG IP CHNH: Hy th sc pha ch nhng ly Nescafe Cappuccino
cho ring mnh m khng cn n qunv cng tham gia cuc chi ca Nescafe
Cappuccino
Hnh trnh tri nghim tng tc
Khuyn
TVC, OOH Event Digital PR Mi
i s thng hiu,
KOL seeding
FLOW CA HNH TRNH TRI NGHIM
KHUYN MI MICROSITE V APPS EVENT TRAO GII
Chng trnh khuyn Mi gi s c mt m T chc mt event trao

mi trn mi hp code v ln microsite gii thng
Nescafe Cappuccino. chi nhng tr chi
Tng 1 ly Nescafe nhn c c nhng
Cappuccino v 1 m gii thng ln nh
code trn tng gi
Cng c h tr truyn thng: Digital, TVC, PR, KOL Seeding
Thi gian: 1/7/2017 31/8/2017
CHNG TRNH KHUYN MI
Sn phm tng km
Chng trnh khuyn mi vi mi hp Nescafe Cappuccino s c
tng 1 ly c ph kiu ly ung Cappuccino c th i mu
M t: Ly c ph ny s c mu en c logo Nescafe, mi khi ch nc
nng pha c ph Cappuccino s i mu sang hnh Nescafe
Cappuccino
Chng trnh s bt u t 1/7/2017 31/8/2017
M code khuyn mi
C cu khuyn mi
Mi m code trn mi gi tham gia chi tr chi ca Nescafe Cappuccino Microsite hoc Mobile Apps s c c hi trng thng
- 2000 voucher n t cc nhn hng ni ting v cc dch v n ung, gii tr, lm p (California, CGV, Spa, King BBQ, ....)
- 30 my chp hnh Canon EOS M3
- 10 TV 4K Sharp LC-50UA330X
- 3 chuyn du lch 5 ngy 4 m
Microsite & Mobile Apps BE A BARISTA ANYWHERE
Remarketing trn cc hot ng Digital ca khch hng Chng trnh s bt u t 1/7/2017 31/8/2017
nhc nh khch hng tham gia hng ngy
- To ra 2 minigame trn microsite v Mobile App
Game 1: V ng i ging nh trn lp bt Cappuccino bng 1 ng
Game 2: Tm 2 ly c hnh ging nhau (Matching Game)
- Chng trnh chnh Game chnh
B1: in thng tin khch hng
B2: Pha 1 ly Cappuccino, trang tr v hnh, chp hnh bng Apps sau
ng ln v share ln Facebook vi Hashtag #beabaristaanywhere
#nescafecappuccino #dungchuanquancaphe #baristatainha hoc
#baristataicongty (bc ng Facebook ch cn thc hin 1 ln)
B3: Sau khi chp hnh, nhp m s trn gi cafe s nhn c mt th
co trn Apps (gii thng c th trng hoc khng, khng trng
voucher cng 1 nhn hng)
*Phiu Voucher s c chuyn tn nh sau khi chng trnh kt thc
Cc hot ng Minigame cng c c hi trng thng nu dt s im cao trong top
Cng c h tr truyn thng cho chng trnh khuyn mi
Digital TVC
Chy Facebook Ads vi chng trnh tng Ly i mu cng nh m code chi

Ly li TVC c v thm gii thiu chng trnh
game Be a barista anywhere
khuyn mi ph sau TVC
GDN Chy banner ads (hnh nh) v TVC trn cc knh phim nh v c bit chy
KOL Seeding
remarketing nhc nh khch hng v game trn microsite v apps
Dng knh Facebook ca cc KOL ng ti chng trnh
Dng cc knh PR truyn ti thng tin, hnh nh chng trnh khuyn mi vi cc khuyn mi cc khch hng ch , thch th v cng hng
topic: ng
- Ly i mu hp dn t Nescafe Cappuccino Topic:
- Chi game nhn voucher vi apps Th ti pha cht ca Nescafe Cappuccino - Ly i mu tht
th v
PR
- Cng ., tham gia
chi minigame
c nhiu gii thng
voucher th v
Cng c h tr truyn thng cho chng trnh khuyn mi v Apps
Digital
Activation ti cc trung tm thng mi

Chy Facebook Ads li ko s thu ht cc khch hng ng thi t
chc cc Minigame nh ku gi tng tc trng cc m code trng
thng voucher tng s tng tc cho chng trnh khuyn mi
To cc activation ti cc trung tm
thng mi tng cc phn thng
v truyn thng cho chng trnh
khuyn mi
5. Ch s o lng v ngn sch:
Ngn sch
STT Ni dung SL VT Thi gian KPI Ghi ch
(VND)
TVC
(Bao gm chi ph thc

1 TVC 1 Clip Thng 7 v na thng 8 6 t
hin v chi ph pht sng)
EVENT
800 ngi
1 S kin trao gii 2 CT Thng 7-8/2017 300.000.000
Tham gia
Chng trnh activation ti cc trung tm thng Tun 3 v 4 ca thng 3000 ngi tng
2 10 CT 300.000.000
mi 7/2017 tc
CHNG TRNH
1 Microsite Apps v Mobile Apps 1 Trang 7 8 /2017 300.000.00
7 10/2017
2 Digital Social Media 200.000.000
3 Digital GDN Click 7 - 8/2017 60.000.000
1.4 t
200.000 Ly
1 t
2.000 Voucher
300.000.000
4 Khuyn mi 30 My 7 8/2017
200.000.000
10 TV
150.000.000
3 Chuyn
Tuyn bi PR ch tri nghim c ph ti

5 vit Nam trn kenh 14.vn, Vnexpress, Dantri, 5 Bi 7 8 /2017 38.000.000
Zing News, vietnamnet
7 Chi ph d tr v pht sinh 500.000.000
TNG 10.478.000.000
Tham kho: http://tvad.com.vn/khach-hang-cong-
NGN SCH CHI TIT CA TVC ty/bang-gia/vtv3-3/page-2.html
VTV 3
Trong chng trnh gii tr 1 T2 67.500.000 6 tun
(20h00 21h15) 405.000.000
Trong CT Gii tr 1 - Th 3(20h00 112.500.000 6 tun
21h15)
675.000.000
Trong CT Gii tr 1 - Th 4 (20h00 60.000.000 6 tun
21h15) 360.000.000
21h15)
540.000.000
21h15)
270.000.000
Trong chng trnh - Th 7, Ch 48.750.000 6 tun
nht (19h55 - 21h00) 292.500.000
Trong chng trnh - Th 7, Ch 60.000.000 6 tun
nht (21h00 - 23h00) 360.000.000
Tng 2.902.500.000
Tham kho: http://www.gardenmedia.vn/quang-cao-
NGN SCH CHI TIT CA TVC truyen-hinh/bang-gia-quang-cao-tren-truyen-hinh-htv-
nam-2015.html
HTV7
Trong chng trnh gii tr 35.000.000 30
T2 T6 (20h00 21h15) 1.050.000.000
Trong chng trnh gii tr (T7 45.000.000 12
CN) 540.000.000
Trong v sau chng trnh V 55.000.000 6
Chng Son 330.000.000
Chng trnh 60s 25.000.000 42 1.050.000.000
Tng
2.970.000.000
Giai on Chi ph
Giai on 1 (Thng 1-2/2016) 120.000.000
Giai on 2 (Thng 3-4/2016) 6.168.200.000
Giai on 3 (Thng 5-10/2016) 10.478.000.000
Tng cng 16.766.200.000

Kế Hoạch Marketing 2017 Cho Sản Phẩm Nescafe Cappuccino

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Kế Hoạch Marketing 2017 Cho Sản Phẩm Nescafe Cappuccino

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K HOCH MARKETING 2017 CHO SN PHM

2014: Nhm tui 35 tr ln chim phn ln 57%

LA CHN MUA HNG TI KNH MT

147 ca hng 465 ca hng

SN SNG CHI TIU CHO NHNG NHU CU MI

1/3 Vi hn 20 nh my sn xut 15%

c tnh dung lng th trng nm 2017:

Tn sut s dng c ph ha tan 1-2 ln/ngy nam n t tui 18-40 ln lt l 50-53%

Nescafe c mt D n Nescaf Plan ti

75 nm Nm 1988 Nm 2011 Nm 2015

Nescafe chnh thc sn Nh my sn xut ht c

- NESCAF RED CUP

- Nam N, thu nhp ABC

Cc hot ng qung b ca Nescafe Cappuccino

Sn phm khng c nh gi cao v:

Mong i ca khch hng S l s kt hp ca s tin li, d ph ch ca c

Hot ng truyn -Khng c hot ng qung b no ring bit i vi dng sn

- Nhn hiu nc ngoi :

- 5 v c ph phin truyn -Nam v n Lm t ht c ph Robusta, -N gii -Dnh cho ngi khng th Ph hp vi

Chin lc v k hoch truyn thng ca sn phm cn

Khch hng khng tin rng Cappuccino ha tan s mang li

INSIGHT V vy s tht tuyt nu ti c th tm ra mt loi c

1.72% Mc tiu Doanh Thu

2017 2018 2019 2020 2021

2017 2018 2019 2020 2021

T1,2,3,4 T5,6,7,8 T9,10,11,12 T1,2,3,4 T5,6,7,8 T9,10,11,12

% Doanh Thu Mc tiu DT ( 1000VND)

GT T1,2,3,4 T5,6,7,8 T9,10,11,12

Tng v m v mu sc ca sn phm. Tng km b trang

Tp trung doanh thu v phn phi ch yu knh MT

y mnh thng ip thng thc Nescafe

V: VND/1kg So snh gi vi cc mt hng nhp khu

- Chin lc gi 2017: 83.000/hp/10gx 18gr

MT 45% GT 16% Hoca 39%

Siu th 131 8,698,400 105 8,698,400 105 8,698,400 105 45%

T1,2,3,4, T5,6,7,8 T9,10,11,12

Ch 173 181,563 26 358,975 52 358,975 52 4%

Hotel 3* 339 1,688,220 244 3,376,440 488 3,376,440 488 17%

Pantry 876 8,356,648 1,208 16,713,295 2,416 16,713,295 2,416 83%

MT (44%) GT ( 24%) Hoca ( 32%)

Chit Chit Hoa POSM

Knh Ngn sch T trng

Total 1,616,515 2,381,108 2,219,013

nhn bit ca Nescafe Cappuccino tng 65%

Brand Truth: Category Truth:

Hy t pha cho mnh 1 tch c ph Nescafe Cappuccino ng chun c ph pha ti qun c th

1. i tng truyn thng:

Billboard Bus Stop

3 Microsite 1 Site 100.0000 lt truy cp 100.000.000

4 KOLs seeding 6 Topic 12000 interaction 120.000.000

1. i tng truyn thng:

Hnh trnh tri nghim tng tc

Chng trnh khuyn Mi gi s c mt m T chc mt event trao

Cng c h tr truyn thng: Digital, TVC, PR, KOL Seeding

Thi gian: 1/7/2017 31/8/2017

Cc hot ng Minigame cng c c hi trng thng nu dt s im cao trong top

Chy Facebook Ads vi chng trnh tng Ly i mu cng nh m code chi

Activation ti cc trung tm thng mi

(Bao gm chi ph thc

1 Microsite Apps v Mobile Apps 1 Trang 7 8 /2017 300.000.00

3 Digital GDN Click 7 - 8/2017 60.000.000

Tuyn bi PR ch tri nghim c ph ti

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