Chuyn tt nghip 1

LI M U

Cha bao gi Thng hiu li tr thnh mt ch thi s c cc

doanh nghip, cc c quan qun l nh nc, cc hip hi thng mi quan
tm mt cch c bit nh hin nay, nht l khi nn kinh t ton cu ang pht
trin, khi Vit nam tr thnh thnh vin chnh thc ca t chc thng mi
th gii WTO. Nhiu hi tho, hi ngh c t chc, hng trm bi bo v
c nhng trang website thng xuyn cp n cc kha cnh khc nhau
ca thng hiu, thm ch thng hiu ca mt tnh hay mt quc gia cng
c a ra tho lun.
Cc doanh nghip trn th gii t lu nhn bit su sc rng thng
hiu l mt ti sn ht sc to ln. Thng hiu l phng tin ghi nhn, bo
v v th hin thnh qu ca doanh nghip. N em li s n nh v pht
trin th phn, nng cao li th cnh tranh, to danh ting v li nhun. Khng
mt doanh nghip no khng b cng sc v tin ca to dng v pht
trin thng hiu. H gn gi, bo v v pht trin thng hiu bng tt c ti
nng, tr tu, m hi v nc mt ca nhiu th h.
Mc d vy vi nhiu doanh nghip Vit Nam, vic to dng v qun
tr thng hiu vn cn l vn xa l v mi m. Mt s doanh nghip quan
nim n gin, to dng thng hiu ch thun tu l t tn cho sn phm m
khng nhn thc y c mt thng hiu c gi tr l c mt qu trnh
bn b, vi nhng n lc lin tc v cn c tr gip bi cc phng php v
k nng chuyn bit.
Xut pht t tm quan trng ca thng hiu, vai tr ca sn phm
Vodka, cng nh thc trng xy dng v pht trin thng hiu Vodka
Cng ty c phn Cn - Ru H ni, trong qu trnh thc tp ti Cng ty em
chn cho mnh ti s vi mong mun nng cao kin thc thc t v
thng hiu ng thi c th a ra mt s kin ngh gip cng ty hon thin
chin lc pht trin thng hiu cho sn phm ny.
Chuyn tt nghip 2

Ni dung ca chuyn gm 3 phn:

Chng I: Tng quan v Cng ty c phn Cn - Ru H ni.
Chng II: Thc trng xy dng v pht trin thng hiu sn phm ru
Vodka Cng ty.
Chng III: Mt s xut xy dng v pht trin thng hiu sn phm ru
Vodka i vi Cng ty.
Trong qu trnh thc tp v nghin cu hon thin ti em nhn
c s hng dn tn tnh ca Ths. Trn Th Thch Lin cng nh s to
iu kin thun li ca Ban lnh o Cng ty v s gip nhit tnh ca cc
anh ch trong phng K hoch tiu th. Tuy nhin do kin thc v kinh
nghim thc t cn hn ch nn chuyn ca em khng trnh khi nhng
thiu st. V vy em rt mong nhn c s gp ca cc thy c em c
th hon thin hn chuyn ca mnh.
Em xin chn thnh cm n!
Chuyn tt nghip 3

CHNG I
TNG QUAN V CNG TY C PHN CN - RU H
NI

1.1 S hnh thnh, pht trin v c im kinh t k thut ch yu

1.1.1Thng tin chung v cng ty
- Tn doanh nghip: Cng ty c phn Cn ru H ni
- Tn giao dch: HALICO.JSC (Ha Noi Liquor Joint Stock Company)
- Tn vit tt: Halico
- a ch tr s chnh: 94 Ph L c, Qun Hai B Trng, H ni
- in thoi: +84 (4) 8213147
+84 (4) 9783575/ 9713249
- Fax: (84.4)9783 575/ 8212 662
- in thoi: +84 (8) 8296 888
- Fax: (84.8) 8296 888
- Email: Maito:halico-exp@hn.vnn.vn
- Website: Http:// www.halico.com.vn/
- Ti khon ngn hng:1500.311000007 (ti khon ti Ngn hng Nng
nghip & Pht trin Nng thn H ni)
- M s thu:0100102245
- Logo

Since 1898
- Slogan: Men say hn vit
Chuyn tt nghip 4

- Hnh thc php l: T T12/2006 cng ty chuyn thnh: Cng Ty c phn

Cn - Ru H ni theo quyt nh s 2980/2006 Q - BCN ngy
20/10/2006
- Ngnh ngh kinh doanh: Sau khi chuyn sang Cng ty c phn, mc tiu
hot ng chnh ca Cng ty l duy tr v khai thc c hiu qu hot ng sn
xut kinh doanh vi cc sn phm truyn thng. ng thi khi c iu kin,
Cng ty s m rng thm cc lnh vc hot ng kinh doanh khai thc khc
pht huy ht tim nng sn c ca mnh. Cng ty d kin kinh doanh cc
ngnh ngh:
Sn xut cn v cc loi ung c cn, khng c cn;
Sn xut bun bn cc loi bao b;
Kinh doanh xut nhp khu cc loi: ung c cn v khng c cn,
cc loi thit b vt t, nguyn liu phc v cho sn xut ru, cn.
Cc mt hng cng ngh phm, thc phm;
T vn, chuyn giao cng ngh cung cp thit b, dy chuyn sn xut
ru, cn;
i l, bun bn cc t liu sn xut, cc mt hng tiu dng;
Sn xut, ch bin cc sn phm v lng thc, thc phm;
Kinh doanh khch sn, nh v dch v cho thu nh , vn phng,
ca hng;
Kinh doanh dch v vn ti hng ho;
Kinh doanh hng ho v cc ngnh ngh khc m php lut khng cm
1.1.2.Qu trnh ra i v pht trin ca cng ty
Nh my Ru H Ni c thnh lp nm 1898 ti s 94 ph L c.
y l mt trong nhng nh my ng Dng do chi nhnh thuc cng ty
Fontaine ca Php xy dng: nh my Ru Nng Pnh, nh my Ru Bnh
Ty v ba nh my ng bng Bc B l: Ru H Ni, Ru Nam nh,
Ru Hi Dng trong nh my Ru H Ni c quy m ln hn c..
Nm 1942, cc nh my ru ng bng Bc B u phi ngng sn
xut v thiu nguyn liu do go b Nht qun l v do my mc thit b qu
Chuyn tt nghip 5

c k. Nhng nm khng chin chng Php, nh my b k ch bin thnh

tri giam.
Khi ho bnh lp li ng Dng, nh my tr thnh kho cha hng
ho, vt t ca ngnh cng thng. Sau chin thng in Bin Ph nm 1954,
Min Bc thng li i ln CNXH, nh my c chnh ph Vit Nam tip
qun, cng vi s n lc khng ngng ca tp th nh my n ngy
21/11/1955, nh my c phc hi v sn xut phc v cho y t, quc
phng v nhn dn theo quyt nh ca B trng B cng nghip.
u thng 5/1956, ton b my mc thit b c tu sa hon ton
v tin hnh nghim thu ton phn, cho sn xut khng ti hiu chnh. Sau
10 ngy sn xut th thy my mc thit b tt. Ngy 19/5/1956 nh my c
khnh thnh, cho ra sn phm u tin nh du s ra i v pht trin nh
my Ru H Ni.
Trong nhng nm 1959-1960, c s gip ca cc chuyn gia
Trung quc, nh my sn xut thnh cng cn tinh ch m bo cht lng
trong nc v quc t vi cng sut 5 triu lt/nm. T bc t bin ny
ra i mt phong tro nghin cu sn xut v cho ra th trng hng lot
cc loi ru Vodka v cc loi ru mu p ng nhu cu trong nc v
xut khu vi gi tr kinh t v gi tr s dng cao
Nm 1969 nh my thay phng php Amyl bng phng php
Usami c kh nng dch ha v ng ha cao, ph hp nguyn liu ng,
khoai, sn, nguyn liu m mc k c nguyn liu b ngp nc ng thi c
gii ha ton b khu lm ngui nguyn liu t 100oC n 30o C, rt ngn thi
gian lm ngui nguyn liu t 24h xung cn 15 pht
Thng 3 nm 1982 nh my ru H ni cng nh my bia H ni, nh
my thy tinh Hi phng v phng nghin cu ru bia sp nhp thnh x
nghip lin hip Ru Bia - Nc gii kht I
Chuyn tt nghip 6

Nm 1991, nh nc p dng thu tiu th c bit cho sn phm ru

bia lm y gi thnh ln cao khin cho vic tiu th ca nh my gp nhiu
kh khn, sn xut b nh tr, cng nhn phi ngh ch vic
Thng 7/1994, Nh my Ru H Ni chnh thc i tn thnh Cng ty
Ru H ni (Hanoi Liquor Company) theo quyt nh ca B Cng nghip
nh k ngy 01/03/1991 v thnh lp, gii th v sp xp li cc doanh nghip
Nh nc
Nm 2004, Cng ty ru H Ni chuyn i thnh Cng ty TNHH Nh
nc MTV Ru H Ni theo quyt nh s 172/2004/Q-BCN ngy
20/12/2004 ca B Cng Nghip.
Thng 12/2006 cng ty chuyn thnh cng ty c phn Cn - Ru H
ni
1.1.3. c im kinh t k thut ch yu ca doanh nghip
1.1.3.1. c im sn phm

Bng 1: Danh mc sn phm v c im sn phm

STT Sn Phm c im sn phm
1 La mi c nu t ng cc giu tnh bt. Ru t tinh
khit cao, trong sut, khng c vn c v tp cht l,v
nng m.
2 Np mi Ru c nu t ng cc, c v cay thm dn trong
li nh men c truyn ca ngi dn c cng ty cht
lc, tm ti, nghin cu, nui cy m thnh
3 Vodka H Ni Vodka c nu t ng cc v ng.Vodka xanh c
chng ct t go.
4 Ru H Ni Ru mang hng v thanh tao, quyn r nng m.
5 Thanh Mai Sn xut t m lu nm, mu vng nu sng snh.
Chuyn tt nghip 7

6 Ru Chanh Ru mu vng chanh,v chanh ti t nhin, thm mt

chua chua ha vi hi ru mnh
7 Vang Cht Ru dnh cho ph n, v m du. y l ung l
tng cho sc khe, gip qu trnh tiu ha v lm gim
nguy c au tim
8 Champangne L loi ru c cht lng t c nhiu gii
thng ti cc hi ch quc t hng cng nghip cc
nm 1994,1996
9 Anh o L loi ru nh, cht ru ngt du mt,mu thm
10 Ru Np Cm Mu nu en sng snh, v thm tho dc ngo ngt, v
ngt hi ha, m du, v cay thm nng d chu.

Sn phm ca cng ty tuy nhiu nhng Vodka l loi sn phm chim t trng
cao nht trong c cu sn phm (85%) . iu cng cho thy vai tr ca sn
phm Vodka trong tng sn phm ca cng ty. N cng cho thy tm quan
trng ca vic pht trin thng hiu sn phm ny i vi vic pht trin
thng hiu ca cng ty. Tuy nhin y cng l mt s mt cn i trong c
cu sn phm ca cng ty v cc sn phm cn li tuy nhiu song cng ch
chim mt lng nh (15%) trong c cu sn phm

TH I:C CU SN PHM

15%
Vodka
85%
sn phm khc
Chuyn tt nghip 8

1.1.3.2.Th trng tiu th

a.Th trng trong nc
Nhn chung sn phm ca cng ty ch yu l phc v nhu cu trong
nc, tuy nhin cng ty vn ang c gng m rng th trng bng cch khai
thc trit th trng hin c v thm nhp vo cc th trng mi.
Cng ty Ru H Ni c h thng ai l phn phi v tiu th ti cc
tnh, thnh ph trong c nc v ngy cng c m rng. Cng ty cng tham
gia rng ri vo cc hot ng xc tin thng mi, trin lm, hi ch trong
nc v quc t t chc ti Vit Nam v t c nhiu gii thng cao.
Bng 2: H thng i l cc khu vc qua mt s nm

Khu vc, lnh th n v Nm 2004 Nm 2005 Nm 2006

Khu vc min Bc i l 60 93 166

Khu vc min Trung i l 8 24 25

Khu vc min Nam i l 15 18 22

Cng i l 83 135 215

b.Th trng quc t

Qua gn 30 nm pht trin th trng quc t, sn phm ca cng ty
Ru H Ni xut khu i nhiu nc trn th gii, nht l th trng
truyn thng nh cc nc khu vc ng u. Nhng nm gn y, sn phm
ca Cng ty c cc nc Chu n nhn v nh gi cao nh cc
nc Hn Quc, i Loan, Thi Lan. c bit l th trng i hi kht khe
v cht lng nh Nht Bn, th sn phm ca cng ty cng c mt p
ng nhu cu ngy mt tng ca ngi tiu dng Nht Bn.
Chuyn tt nghip 9

1.1.3. 3.V khch hng

Nhm khch hng ca cng ty rt a dng: t nhng ngi c thu nhp
thp, trung bnh n nhng ngi c thu nhp kh v trong tng lai cng ty
ang nghin cu, tm ti cho ra dng sn phm dnh cho nhng ngi c
thu nhp cao, cnh tranh vi sn phm nc ngoi. C th a ra mt s phn
loi nh sau:
- Phn loi khch hng theo thu nhp:
+ Vi khch hng c thu nhp kh: cng ty c dng sn phm phc v
l Whisky, Vodka xanh, Vodka .
+ Vi khch hng c thu nhp trung bnh s ph hp vi sn phm la
mi, np cm, thanh mai, anh o
+ Vi khch hng c thu nhp thp: cng ty c sn phm ru nc
ng can bn vi gi tng ng ru do dn nu.
- Phn loi khch hng theo gii tnh:
+ Vi khch hng l nam gii: khch hng nam gii thng ung
nhng loi c nng cn tng i cao v vy cng ty a ra nhng
sn phm nh: Vodka (39.5 ), la mi 45 , np mi
+ Vi khch hng l n gii: thng thch nhng loi ru nh, c mi
thm du ca hoa qu ph hp vi ru chanh, anh o, sm panh
- Phn loi khch hng theo khu vc: mi mt khu vc c mt s thch, th
hiu khc nhau do sn phm ca cng ty cng phi p ng theo tng vng
khc nhau
1.1.3.4. V lao ng
- Hin nay tng s lao ng ca cng ty l 478 ngi bao gm c lao ng
gin tip v trc tip. C th phn lao ng cng ty theo nhiu tiu thc khc
nhau, c th:
Chuyn tt nghip 10

Bng 3: C cu nhn lc ca Cng ty nm 2006

(n v: ngi)
TT Phn loi S T trng
lng
1 Phn loi theo hp ng
Hp ng khng xc nh thi hn 470 98,33%
Hp ng thi hn t 12 n 36 thng 8 1,67%
2 Tnh cht lao ng
Lao ng trc tip 371 72,49%
Lao ng gin tip 104 27,51%
3 Phn loi theo trnh lao ng
i hc v trn i hc 64 13,39%
Cao ng v trung cp 6 1,26%
Cng nhn k thut 264 55,22%
Lao ng khc 144 30,13%
Tng cng 478 100,00%
(Ngun:Phng TC-L-TL)
Xt theo c cu nam n mt cch tng th: ta thy t l nam n l tng
ng nhau do y l ngnh sn xut khng c c th v lao ng nh cc
ngnh may mc, c kh tuy nhin xt c th tng b phn trong cng ty ta
thy lao ng n tp trung ch yu phn xng ru mi. y l ni chit
ru , ng chai, dn nhn, ng hp nn mc lao ng nh nhng ph
hp lao ng n gii. Xt khu sn xut gin tip th khng c s phn bit
nam n
Chuyn tt nghip 11

Xt theo c cu lao ng trc tip v gin tip ta c th :

TH II: C CU LAO NG TT-GT

0
0
27.51%
L trc tip
72.49% L gin tip

Nhn vo th ta thy c cu lao ng theo tnh cht sn xut c s chnh

lch r rt nhng s lng lao ng gin tip vn cn kh cao xp x t l
LGT:LTT l 1:3.5, cho thy b my qun l vn cn kh cng knh
Xt c cu theo trnh chuyn mn nghip v: Ta thy trnh i
hc v sau i hc l 64 ngi chim 13,39% so vi tng lao ng ca ton
cng ty v chim 61.5% so vi lao ng gin tip. Nh vy nu xt chung
trong tng lao ng cng ty th t l ny l thp tuy nhin nu xt ring trong
lao ng gin tip m chnh l i ng lnh o th y li l mt t l kh cao.
Trong tng lai cng ty ang mun nng cao trnh lao ng gin tip nn
d nh tuyn thm 20 lao ng c chuyn mn nghip v i hc. iu ny
c nh hng nht nh n vic nhn thc ca i ng lao ng i vi vai
tr ca thng hiu trong s pht trin ca doanh nghip cng nh vic t
chc cc lp o to nng cao nhn thc cho cn b cng ty v vai tr thng
hiu.
- Chi ph nhn cng trc tip bao gm lng chnh, tin thng, ph cp
lng, cc khon trch theo lng (Bo him x hi, bo him y t, kinh ph
cng on). Hnh thc thng ch yu l tin.
Chuyn tt nghip 12

Bng 4: Bng lng bnh qun ca Cng ty t nm 2004-2006

Nm S lao ng Lng binh qun(ng )
2004 602 3000
2005 478 5000
2006 478 5000
(Ngun: Phng TC L TL)
1.1.4.Mi trng kinh doanh
1.1.4.1. S qun l ca nh nc
Cc doanh nghip sn xut v kinh doanh ru ngoi chu thu thu
nhp doanh nghip, thu VAT nh cc sn phm khc th y cn l ngnh
chu thu tiu th c bit (c p dng t nm 1991), iu ny nh hng
rt ln n sn xut kinh doanh
Bng 5: Thu tiu th c bit p dng cho mt hng ru
STT Loi ru Thu sut
T 25/12/2001 T 29/11/2005
1 Ru trn 40 75% 65%
2 Ru t 20 n 40 30% 30%
3 Ru <20, ru hoa qu 20% 20%
4. ru thuc 15% 20%
( Ngun: Phng KHTT )
Ta c th thy r mc thu tiu th c bit c p dng y l rt
cao nh hng ln n gi thnh sn xut lm cho gi bn tng, i hi ngi
qun l phi c nhng bin php qun l ph hp khng ngng tm ra cc
gii php gim gi thnh.
Chuyn tt nghip 13

1.1.4.2. i th cnh tranh

a.i th cnh tranh trong nc
Hin nay cc cng ty sn xut ru trong nc kh nhiu, y l kh
khn vi cng ty ru H ni nht l trong giai on t nc ta tr thnh
thnh vin chnh thc ca WTO, mi trng kinh doanh mi m ra vi nhiu
thi c nhng cng khng t thch thc. C th nu ra mt s i th cnh
tranh ca cng ty :
* Cc cng ty ru
- Cng ty Vang Thng Long vi sn phm chnh l ru Vang c gii
tiu dng a chung v c mt v tr ng nht nh trn th trng ru trong
nc tin ti xut khu ra nc ngoi. Sn phm phn b khp th trng
min Bc v min Trung.
- Cng ty Anh o H ni cng l mt trong cc cng ty sn xut ru ln
trn th trng v l mt trong cc i th cnh tranh ng ch ca cng ty
ru H ni
- Cng ty ru ng Xun Ph Th c cht lng ru t yu cu v
c th trng ru tn nhim, tiu biu cho khu vc min ni. Cng ty c
sn phm xut khu tuy khng nhiu nhng cng l i th kh mnh
* Cc lng ngh truyn thng
- Ru Bu Bnh nh: khng dng men bt cng nghip m l men
bnh dn gian, thng l men Trng nh ( Bnh Ha), B Canh (p ),
nc vo cm ru phi ly t ging ong khng ly nc ging
t, ging b tng, xi mng; h cng khng nu ni nhm m bng ni ng
c np bng t nung, ct ru bng ng tre t cho ra loi ru thm
c bit, kh t, v ngt thanh d ung
- Ru Cn - dn tc Mng: nguyn liu lm ra t go np, loi go thm
ngon nht l np cm v men l cy vi cch rt bi bn v t m. Ru c
Chuyn tt nghip 14

sn xut ch yu phc v, tha mn nhu cu sinh hot ca cng ng ngi

Mng tuy nhin ngy nay n cng c kinh doanh mt s ni v c
du khch a chung
- Ru San Lng Lo Cai: c hng v thm ngt, m , m m, ngt
ngo. Nguyn liu c chn t thc nng vo sa do. Trc khi nu,
thc c ngm n khi ny mng, chng cng cao lng tho dc. Ru
c chng cch thy 2 ln: ln u kh tp, lc ct; ln sau lm lnh bng
nhng l thm vi nc sui P Xn. Ru c nhiu ngi bit n v
cng c bn nhiu ni
* Ru do dn t nu
- Khng th thng k ht c c bao nhiu h nu ru trn th trng.
Vi h cng ngh nu ru rt n gin, gon nh, ch cn mt ni nu nguyn
liu, chum vi, ct bng ni st, ng hoc nhm, vi voi hoc rut g lm
lnh, dng men thuc bc ng ha sau ln men v ct ru. Chnh v
vy m rt n gin c c ru nhng do cht lng cng khng c
g m bo v ung thng d au u
- Ru do dn t nu c u im l gi r, khng phi vn chuyn, tin cho
nhng mua do thng ch phc v cho ngi dn xung quanh nh nu ru.
Ru do dn nu bao b n gin thng bn theo dng ru nc, ng vo
can nha, chai v thng trn thu.Nhng ngi s dng ru do dn t nu
chim t trng ln, y l mt kh khn i vi nhng cng ty sn xut ru
ni chung v khng th kim sot hot ng ca h v kh c bin php i
ph
b. Ru nhp ngoi
Hin nay trn th trng ru c rt nhiu sn phm nhp ngoi t Anh,
Php, M, Ty Ban Nha. Ru ny c cht lng cao, mu m p, c uy tn,
a dng, phong ph thng nhm ti i tng khch hng c thu nhp cao.
 Chuyn tt nghip 15

y l i th cnh tranh trong tng lai ca cng ty khi m cng ty

ang mun pht trin nhng sn phm c cht lng cao hng ti khch
hng thu nhp cao trn th trng
1.2. nh gi tng qut tnh hnh hot ng ca cng ty
Bng 6: Kt qu kinh doanh ca Cng ty nm2006
TT Ch tiu n v TH KH TH T l %
tnh 2005 2006 2006
Bng B C 1 2 3 4=3/1 5=3/2
1 Gi tr sn xut CN t 148.5 195.6 233.3 157.1 119.3
2 Tng doanh thu t 239.5 336.1 401.5 167.6 119.5
- Doanh thu CN 234.4 331.1 398.4 170 120.3
3 Sn phm sn xut tr lt 6.5 7.7 9.3 143.1 120.8
- Ru 2.4 3.0 3.2 133.3 106.7
- Cn
4 Ru tiu th tr lt 7.0 7.7 9.0 128.5 116.8
5 Gi tr xut khu USD 52100 50000 30003 57.6 60.0
6 Gi tr nhp khu USD 830000 650000 541950 65.3 83.4
7 Li nhun t 35.1 55 60 170.9 109.1
8 Cc khon np ngn sch T 53.3 90 100 187.6 111.1
( Ngun: Phng KTTC)
Da vo kt qu sn xut kinh doanh theo cc ch tiu ta c nhn xt:
Vic s dng hp l dy chuyn sn xut tng ng k nng sut sn
lng, mc d cng ty trong thi gian qua ngh sa cha bo dng thit b
nh k 1,5 thng. Do vy, n ht thng 10/2006 Cng ty hon thnh k
hoch sn xut kinh doanh c giao v ch ng xin iu chnh nng mt
s ch tiu k hoch ln 10%, c Tng cng ty chp nhn.
 Chuyn tt nghip 16

Ru tiu th tng so vi nm 2005 l 46,8% nhng thc t vn khng

p ng c nhu cu thc t v hin nay sn lng ru Vodka vn chim t
trng l 85% kt cu mt hng. Cng tc xut khu vn cha t c k
hoch ra (mi ch t 60% ra mc d ch cn hai thng cui nm) chng
t vic pht trin th trng ra nc ngoi gp kh khn. Doanh thu nm 2006
tng 67,6% so vi nm 2005 v t vt mc k hoch do sn lng v nng
sut tng nh np ngn sch nh nc cng tng 87,6% c th ni rng
nm 2006 l mt nm hot ng rt thnh cng ca Cng ty.
- Kt qu hot ng kinh doanh sn xut kinh doanh ca cng ty 4 nm
trc:
Bng 7: Kt qu hot ng kinh doanh ca cng ty t 2003-2006
(n v : ngh ng)
TT Ch tiu 31/12/2003 31/12/2004 31/12/2005 30/06/2006
1 Tng ti sn 44.890.187 58.904.589 119.601.673 168.305.515
2 Vn ch s hu 19.957.172 38.010.735 62.182.557 39.517.689
3 Ngun vn KD 17.543.906 30.493.083 51.726.187 37.096.494
4NV Nh nc 19.331.904 34.616.517 55.141.858 39.437.689
5 Doanh thu 111.490.205 115.036.771 240.137.560 202.720.678
6 Li nhun trc thu 2.210.146 11.802.426 35.103.896 44.925.924
7 Np ngn sch 34.900.066 47.434.445 86.251.932 79.619.834
8 Li nhun sau thu 1.444.529 8.441.989 25.274.805 31.866.471
9 N phi tr 24.933.015 20.893.853 57.419.115 28.787.825
Trong :
- N ngn sch 8.588.233 9.430.123 15.562.262 19.022.242
- N ngn hng - - - -
- N qu hn - - - -
10 N phi thu 4.104.617 1.597.065 3.653.488 8.442.239
Trong :
N kh i 211.178 - - -
(Ngun:Phng KTTC)
Chuyn tt nghip 17

Da vo bng s liu cho thy:

- Doanh thu ca Cng ty tng dn qua cc nm, nm 2003 l 111,5 t ng
ln 115 t ng nm 2004 tc tng 3,1% v trong 2 nm qua t 240,1 t ng
nm 2005 ln 401,5 t ng n thng 11/2006 tc tng 67,64%. Chi ph nm
2003 l 109,3 t ng gim xung 103,2 t ng nm 2004 tc gim 6,5% v
gim t 205 t ng nm 2005 ln 157,8 t ng tnh n thng 11/2006 tc
gim 23%. Nh vy trong thi gian qua Cng ty c kt qu sn xut kinh
doanh cao vi doanh thu khng ngng tng v chi ph gim.
- Vn ch s hu: tng t 19957172 n ln 39517689 n tng ng tng
198,01% trong vng 4 nm cho thy tc tng trng ca ng vn ch s
hu cng nh s quan tm u t ca cng ty
- Li nhun sau thu tng t 1.444.529 n ln 31.866.471n tc tng hn 22
ln khng nh s hot ng ln mnh ca cng ty. iu ny ko theo s ng
gp cho ngn sch nh nc khng ngng tng theo
1.3.C cu sn xut ca cng ty
1.3.1.B phn sn xut chnh
1.3.1.1.X nghip cn
- X nghip cn: l x nghip sn xut chnh c nhim v sn xut cn
CA, MA, RA dng pha ch ru. Tng s cn b nhn vin l 25 ngi,
c chia thnh cc t sn xut nh t nu, t vn chuyn, t chng ct, t l
hi, t CO2 B my qun l c 5 ngi l Gim c x nghip, Ph gim
c v 3 c cng v k s vi cc nhim v c th:
Gim c phn xng: ph trch chung hot ng ca x nghip
Ph gim c: iu hnh sn xut trc tip
K s: thng k phn xng
3 c cng: trc tip theo di, n c sn xut 3 ca
Chuyn tt nghip 18

- Quy trnh cng ngh sn xut cn:

+ Qu trnh ng ha: gm 3 thp, mi thp hai tng. Nguyn liu l bt
ng cc c xay nh cho vo nu chn vi nc v Enzyme, sau c
lm ngui thc hin qu trnh ng ha.
+ Ln men: ng cc sau khi ng ha tip tc c gim nhit thc
hin qu trnh ln men. Khu ln men gm 18 thp chia lm 2 cng on cy
men v ln men. Trong qu trnh ln men c cy nm ln men.
+ Thp ct: bao gm 3 thp ct, hot ng ct c thc hin sau qu trnh
ln men. Cn c bay hi qua thp ct v ngng ng cho ra sn phm cn
tinh khit
Sn phm ca x nghip cn l nguyn liu cho X nghip Ru mi.
1.3.1.2X nghip ru mi
- X nghip ru mi: l x nghip c nhim v sn xut cc loi ru mi
nh ru cam, ru chanh ch yu l ru Vodka Tng s cn b v nhn
vin, cng nhn sn xut l 100 ngi trong c 94 cng nhn, c chia
thnh cc t pha ch, t ng chai, t bao b, t chn ru, t vn chuyn
thnh phm vo kho thnh phm C cu t chc qun l gm 1 gim c, 1
ph gim c, 2 c cng, 1 nhn vin v 1 k s vi cc nhim v sau:
Gim c: ph trch chung cc hot ng ca x nghip
Ph gim c: iu hnh trc tip sn xut RM + RV
c cng: theo di, n c sn xut
Nhn vin: phn tch cc ch s, ch tiu Ru
K s: lm nhim v thng k phn xng
- B phn sn xut ru mi ni chung, t pha ch ni ring ng vai tr quan
trng trong vic to ra hng v ring ca sn phm v quyt nh n vic
sn phm c cht lng nh th no t nh hng n thng hiu ca
Cng ty. y l b phn gi b quyt cng ngh to nn s khc bit cho sn
phm Vodka ca cng ty so vi sn phm Vodka ca cng ty khc cng nh
cc sn phm ru mi khc.
- Quy trnh cng ngh sn xut ru mi c th hin qua s sau:
Chuyn tt nghip 19

S 1: QUY TRNH SN XUT RU MI

Cn ng Nc Hng liu Axit Phm t.p

hoa qu

Nu ng X l

Pha ch

Tng tr

tch cn, lc

Ru trong

chai, nt
Chit chai, y
nt

Dn nhn

Kim tra ru

Bao gi

ai kt Nhp kho thnh phm

(Ngun: phng KHTT)

Chuyn tt nghip 20

1.3.2.B phn sn xut ph tr

- T in - c kh: l mt x nghip ph tr c nhim v phc v cho cc x
nghip chnh nh sa cha, bo dng my mc thit b, m bo in cho
qu trnh sn xut gip cho qu trnh sn xut c nhp nhng cn i,
lin tc v c hiu qu.
- Tng s cn b, cng nhn vin l 23 ngi c chia thnh cc t nh t
in, t mc, t ngui. B phn qun l gm 1 gim c, 1 ph gim c v
mt k s vi cc nhim v c th
1.3.3.B phn phc v
- B phn phc v ca cng ty c nhim v chung l phc v cc b phn
khc trong qu trnh sn xut kinh doanh c v mt c s vt cht, trang thit
b cho n sc kho, i sng cn b cng nhn vin, bao gm: b phn y t,
ban bo v, t trng xe, nh n, t kho, ca hng gii thiu sn phm
1.4. C cu t chc b my qun tr
1.4.1.B my qun tr
- Cng ty c hnh thc php l l cng ty c phn do b my qun tr c
quy nh theo lut Doanh nghip 2005, bao gm: i hi ng c ng, Hi
ng qun tr, Ban kim sot, Ban gim c vi 1 gim c, 2 ph gim c
v 1 k ton trng. Ch tch hi ng qun tr ca cng ty hin nay l ng
Hong Nguyn
1.4.2.Cc phng chc nng
- Cng ty hin nay c 8 phng chc nng vi cc nhim v c th, r rng :
phng ti chnh k ton, phng hnh chnh, phng t chc lao ng tin lng,
phng k hoch tiu th, phng k thut cng ngh, phng KCS, phng k
thut c in v phng vt t.
 Chuyn tt nghip 21

M HNH B MY T CHC CNG TY C PHN CN - RU

H NI

i hi ng c ng

Ban kim sot Hi ng qun tr

Gim c

Ph gim c K ton trng Ph gim c

k thut kinh doanh

Phng Phng Phng Phng Phng Phng Ca Nh Phng PH

KTCN KCS KTC KTTC TCL VT hng n KHTT HC
-TL GTSP TT

Chi nhnh
min Nam

X nghip X nghip X nghip Kho tng i xe

Cn Ru mi Phc v,

(Ngun: Phng TC-L-TL)

Chuyn tt nghip 22

CHNG II
THC TRNG XY DNG V PHT TRIN THNG HIU
SN PHM RU VODKA CNG TY C PHN
CN-RU H NI

2.1 Cc yu t cu thnh thng hiu sn phm ru Vodka ca Cng ty

- Hin nay trong cc vn bn php l ca Vit Nam khng c nh ngha
thng hiu. Tuy nhin, thng hiu khng phi l mt i tng mi trong
s hu tr tu, m l mt thut ng ph bin trong marketing thng c
ngi ta s dng khi cp ti:
* Nhn hiu hng ho (thng hiu sn phm): Theo iu 785 ca B lut
dn s quy nh: nhn hiu hng ho l nhng du hiu dng phn bit
hng ho, dch v cng loi ca cc c s sn xut kinh doanh khc nhau.
Nhn hiu hng ho c th l t ng, hnh nh hoc s kt hp cc yu t
c th hin bng mu sc.
* Tn thng mi ca t chc, c nhn dng trong hot ng kinh doanh
(thng hiu doanh nghip): theo iu 14 ca ngh nh 54/2000/N-CP quy
nh tn thng mi c bo h l tn gi ca t chc, c nhn dng trong
hot ng kinh doanh, p ng y cc iu kin sau:
- L tp hp cc ch ci, c th km theo ch s, pht m c
- C kh nng phn bit ch th kinh doanh mang tn gi vi cc ch th
kinh doanh khc trong cng lnh vc kinh doanh
* Cc ch dn a l v tn gi xut x hng ho: iu 786 B lut dn s
quy nh tn gi xut x hng ho l tn a l ca nc, a phng dng
ch xut x ca mt hng t nc, a phng vi iu kin nhng mt
hng ny c tnh cht, cht lng c th da trn cc iu kin a l c o
v u vit, bao gm cc yu t t nhin, con ngi hoc kt hp c hai yu t
.
Chuyn tt nghip 23

- iu 14 Ngh nh 54/2000/N-CP quy nh: ch dn a l c bo h

l thng tin v ngun gc a l ca hng ho p ng cc iu kin:
Th hin di dng mt t ng, du hiu, biu tng hoc hnh nh, dng
ch mt quc gia hoc mt vng lnh th, a phng thuc mt quc
gia
Th hin trn hng ho, bao b hng ho hay giy t giao dch lin quan ti
vic mua bn hng ho nhm ch dn ra rng hng ho ni trn c ngun
gc ti quc gia, vng lnh th hoc a phng m c trng v cht
lng, uy tn, danh ting hoc cc c tnh khc ca cc loi hng ho ny
c c ch yu do ngun gc a l to nn.
* Theo nh ngha ca Hip hi Marketing Hoa k: Thng hiu l mt ci
tn, mt t ng, mt du hiu, mt biu tng, mt hnh v, hay tng hp tt
c cc yu t k trn nhm xc nh mt sn phm hay dch v ca mt (hay
mt nhm) ngi bn v phn bit cc sn phm (dch v) vi cc i th
cnh tranh.
Mt thng hiu c th c cu to bi hai phn:
- Phn pht m c: l nhng yu t c th c c, tc ng vo thnh
gic ca ngi nghe nh tn cng ty, tn sn phm, cu khu hiu, on nhc
ht c trng v cc yu t pht m c khc.
- Phn khng pht m c: l nhng yu t khng c c m ch c th
cm nhn c bng th gic nh hnh v, biu tng, mu sc, kiu dng
thit k, bao b, v cc yu t nhn bit khc.
Cng ty c phn Cn-Ru H ni l mt cng ty con trong tng cng
ty bia ru nc gii kht H ni Habeco. Cng vi nhng danh ting, thng
hiu m cng ty m xy dng v t c, cng ty c phn Cn-Ru H
ni vi dng sn phm chnh l Vodka cng to dng cho mnh mt ch
ng nht nh trn th trng, gy dng c mt thng hiu kh mnh
trong ngnh ung c cn.
Chuyn tt nghip 24

2.1.1 Tn thng hiu

t tn thng hiu l mt trong nhng quyt nh quan trng nht trong
m bo s tn ti v pht trin thng hiu. Tn thng hiu l tn m doanh
nghip s dng gii thiu sn phm v phn nh tnh cch thng hiu ca
mnh
Dng sn phm Vodka ca cng ty c mang tn VODKA H NI. y l
mt ci tn n gin, d c, hm cha nhiu ngha:
- n gin v d c: tn sn phm Vodka c th ni l mt ci tn d hiu,
d c bi bn thn ch Vodka l tn mt dng ru trn th gii ng
thi ch H ni li l mt a danh cng tng i d c i vi ngi nc
ngoi v vy tn sn phm l Vodka H ni l mt ci tn d pht m nhiu
nc khc nhau. Tnh d c cng l mt u im ca tn thng hiu bi n
d dng c truyn ming v to nn n tng kh phai trong tr nh. y
cng l mt ci tn d dch ra nhiu th ting m khng s b hiu nhm ra
cc ngha khc nhau.
- ngha: Trong tn ca sn phm cho ta thy c l sn phm g v
cng nh xut x sn phm. Vodka l mt dng ru, H ni va cho thy
sn phm l ca H ni va cho bit sn phm l ca cng ty c phn Cn-
ru H ni v cng ty vn c mi ngi gi l cng ty Ru H ni nn
nu c tn sn phm l Vodka H ni th ngi tiu dng c th bit l
sn phm ca cng ty Ru H ni. Nh vy, tn sn phm c s lin kt
vi tn cng ty, c s k tha mt phn thng hiu c ca cng ty v ph
hp vi logo cng ty. iu ny rt quan trng i vi tn mt thng hiu.
Tuy nhin tn sn phm vodka khng phi l mt ci tn c nht v khc
bit v Vodka nh ni l tn mt dng ru v vy n vn c cc cng ty
khc s dng cho sn phm Vodka ca h nh Vodka ng Xun, Vodka ca
cng ty c phn ru Bnh Ty, cng ty c phn ru H thnh, Vodka Th
...v H ni l tn mt a danh nn vn c s dng rng ri v ph bin.
Theo ngha thun tu, n l mt ci tn chung, c th gy tranh lun v khng
Chuyn tt nghip 25

hiu qu trong vic phn bit. V tn sn phm gn a danh H ni nn s kh

ng k bo v v n cng khng khc bit so vi cc sn phm khc c
to nn trn cng mt v tr a l. Cng vi , tn Vodka H ni vn cha
truyn t c cc li ch sn phm mun em li cho ngi tiu dng
Mt khc, ci tn VODKA H NI khng c ng k bo h nhn hiu
hng ho nn khng c php lut bo v d dn n cc cng ty khc ly
tn hoc lm hng nhi, hng gi m khng c cn c x l.
2.1.2 Biu tng ( logo)
Logo l biu tng ca mt cng ty hay mt sn phm, c th hin qua
hnh v, hoa vn, kiu ch hay mt du hiu c bit to s nhn bit qua
mt nhn ca khch hng.
- Sn phm Vodka ca cng ty cng nh cc sn phm khc ca cng ty u
s dng chung logo ca cng ty lm logo sn phm. Logo ny c s dng
trong tt c cc giao dch ca cng ty, xut hin nh mt du hiu nhn din
trn th tn kinh doanh, n phm v cc vn bn ni b.

Since 1898
- Trong logo ca cng ty ni bt ln hnh nh ca nm ru, l hnh nh gi
cho khch hng v sn phm kinh doanh ca cng ty l ung c cn m c
th l ru. Pha di l tn thng mi ca cng ty, du hiu ca vic ng
k bo h nhn hiu hng ho nh mt s khng nh thng hiu c
khng nh, v cui cng l nm thnh lp ca cng ty. C th ni logo ca
cng ty n gin, d nh v ngha, gi cho khch hng v sn phm cng
nh tn cng ty gip cho khch hng khi nhn logo c th bit cng ty chuyn
kinh doanh v lnh vc g cng nh khi nhn sn phm ru c th gi nh
Chuyn tt nghip 26

n cng ty. Chnh v vy y l mt li th tt cho khch hng c th nh

n cng ty v c mt s lin kt logic. Cng chnh v trong logo cng ty cng
c tn thng mi ca cng ty nn n c th c dng thay cho tn cng ty
trong cc giao dch.
Nhn logo cng ty khch hng cng c th bit c s tn ti lu i
ca cng ty - mt s khng nh v mt truyn thng v kinh nghim, gip
khch hng c s yn tm khi chn la sn phm ca cng ty. Bn cnh
logo ca cng ty cng kh n gin, d ti to chnh xc trn cc hnh thc in
n, bng hiu, bng rn, biu tng khc nhau thun tin cho cc hot ng
truyn thng, qung b hnh nh.
- Tuy nhin logo cng ty ngoi vic cho bit chng loi sn phm ca cng ty
v tn cng ty th khng mang nhng ngha khc nh th hin phng
chm, tn ch hot ng, th hin s pht trin, mc tiu ca cng ty.
Bn cnh hnh nh nm ru ca cng ty cng khng c ng k bo
h m ch ng k bo h logo mt cch tng th iu ny cng lm cho cc
i th khc cng c th s dng hnh nh nm ru trong logo lm mt i
nt ring bit d nhn bit v phn bit vi cc logo khc
2.1.3 Khu hiu ( slogan)
Khu hiu l mt li vn ngn gn din t c ng v li ch sn phm,
cha ng v truyn t cc thng tin mang tnh m t v thuyt phc thng
hiu, gip khch hng hiu nhanh thng hiu l g, khc bit vi cc
thng hiu khc ra sao.
- Cng ty chn cho mnh mt slogan l: Men say hn vit
y cng l slogan chung ca tt c cc sn phm ca cng ty trong c sn
phm Vodka
- y l mt cu khu hiu ngn gn ch vi 13 m tit nhng lt t c
c trng sn phm. c khu hiu khch hng c th bit ngay y l mt
cng ty kinh doanh ru bi cm t men say v khch hng cng c th
bit c xut x sn phm l ca vit nam qua cm t hn vit. Ch mt
Chuyn tt nghip 27

cu khu hiu nhng li cho chng ta bit c v sn phm v ngun gc sn

phm. Cu slogan khng nh nim t ho dn tc trong , mt sn phm
m cht Vit Nam nhng khng gii hn i tng khch hng l ngi Vit
Nam. Khu hiu ca cng ty ni chung, sn phm Vodka ni ring lt t
c ci tinh tu ca nhn hiu v sn phm, mang tnh c trng cho sn
phm , cho ngi tiu dng bit c c tnh sn phm.
Tuy nhin, slogan ny cha c s cng c tn thng hiu - gii thiu
v sn phm t thc y ng c mua sm nh mt s cng ty a
c tn thng hiu vo trong slogan ca mnh: Suzuki l snh iu, Romano -
khng nh ng cp phi mnh...
Slogan ny cng khng gip cng ty cng c a v thng hiu v th
hin s khc bit trong c tnh m sn phm th hin. y l slogan ca cng
ty, th hin chung cho cc sn phm ung c cn nn cha nu ln c
c trng, li ch ca sn phm Vodka gip khch hng phn bit, nhn din
sn phm, vd nh: Alene gip nga bnh long xng, nh Tide mi l
trng
Vic s dng slogan ca cng ty lm slogan chung cho cc sn phm cng
hn ch s pht trin thng hiu Vodka v mi loi ru u c hng v
ring do nu s dng mt slogan s khng truyn ti nhiu v hng v
cng nh tnh nng ca sn phm, khng to nn s khc bit.
2.1.4 Bao b sn phm
Vic ng bao b l cc hot ng thit k v sn xut hp ng
(container) hay giy gi cho sn phm.
- Sn phm Vodka H ni ca Cng ty c bo v qua 3 lp bao b: lp chai
thu tinh cha sn phm, mt lp giy qun bn ngoi chai v mt lp thng
carton. Nu sn phm bn chai ring l th c th c lp hp bn ngoi hoc
khng tu theo yu cu ca khch hng v gi thnh 2 loi ny cng khc
nhau. Nu sn phm ng thng th trong thng carton s c chia lm nhiu
 Chuyn tt nghip 28

ngn nh, mi ngn ng va mt chai hn ch s va p trong qu trnh

vn chuyn.
BNG 8: BAO B SN PHM VODKA CA CNG TY

S chai / Khi S chai ng trong 1

Kch thc (mm)
TT Loi thng carton carton lng cngten 20" (Tnh cho mt
Di x rng x cao
(chai) (kg) chng loi chai)

Carton ng chai
1. 12 16.5 324 x 245 x 330 1134 Carton = 13.608 chai
750 ml

Carton ng chai
2 24 13.5 405 x 272 x 227 1008 Carton = 24.192 chai
300 ml

Sn phm Vodka c hai loi chai l 750ml v 300ml tng ng vi 2 loi

thng carton c kch thc nh trong bng. Nhng thng tin ghi trn bao b
bao gm: tn tng cng ty bia - ru - nc gii kht H ni, logo ca cng ty
ru H ni, tn cng ty cng ty TNHHNN MT THNH VIN RU
H NI, a ch, in thoi, fax bng ting Vit v ting Anh trn 2 mt
chnh ca bao b. Hai mt cn li ghi biu tng hng Vit Nam cht lng
cao s lng chai, khi lng, kch thc bao b bng ting Vit v ting
Anh. Bao b c nn mu vng vi ch .
Nh vy, thng carton ca cng ty m bo cho vic bo qun sn
phm, cng nh vic vn chuyn sn phm, cung cp cho ngi tiu dng bit
n ni sn xut cng nh mt s thng tin v khi lng, kch thc.. nhng
cha cho ngi tiu dng bit cc thng s k thut khc ca sn phm nh
thnh phn, iu kin bo qun, thng tin gii thiu sn phm...
- V bao b ring cho mt sn phm th tuy tin li trong vic ng, m nhng
khng d cm, vn chuyn v lp hp vung khng c tay sch m phi cho
vo mt ti nilon khc, ng thi cng khng c mt s thng tin nh ni
trn
Chuyn tt nghip 29

V s ni bt: C thng carton ln bao b ring cho mt sn phm Vodka cng

khng to c s ni bt c v s kt hp mu sc cng nh thit k.
2.1.5 Kiu dng thit k
Sn phm Vodka c 2 loi l Vodka xanh v Vodka vi loi chai l 750ml
v 300 ml. Kiu dng thit k ca 2 loi c th hin trong hnh

Vodka xanh Vodka

Cng ty s dng tn sn phm trn nhn mc v tn cng ty c in
trn nhn dn c chai. y l cch khng nh ngun gc sn phm cng
nh cho bit thng hiu m i km nh mt s khng nh uy tn, mt s
m bo cho cht lng. Ngun chai ca cng ty c ly t 2 ngun chnh:
- Thu mua li: cng ty c b phn ph trch kim tra nhng chai thu mua v,
qua cm quan nh gi: nu chai no s dng mt ln c a vo ra sch
ri s dng trit ru, nu chai no s dng t 2 ln tr ln th s khng
c s dng.
- Ly t cng ty lin doanh thu tinh Sanmiguel Yamamura: y l ngun
chnh cung cp chai cho cng ty. Cng ty lin doanh thu tinh Sanmiguel
Yamamura l cng ty con thuc tng cng ty ru bia - nc gii kht H
ni, c nhim v thit k, sn xut chai cho c tng cng ty.
Chuyn tt nghip 30

Ta c th thy kiu dng ca chai Vodka khng c s khc bit nhiu so vi

cc sn phm khc ca cng ty nh: sn phm ru chanh chai to, ru anh
o, ru np mi loi to. iu ny khng to c s phn bit cho ngi
tiu dng m ch phn bit c qua mu sc ca ru v nhn mc.

Vi hnh nh chai Vodka xanh v Vodka nh trn c th thy thit

k sn phm khng ni bt, khng gip cho khch hng trong vic nhn bit
sn phm Vodka ca cng ty khi cng c trng by trn cng mt v tr vi
sn phm Vodka ca cc i th cnh tranh khc.
Trn nhn chai Vodka mi ch c thng tin v tn sn phm, logo cng ty,
ru, loi chai v tn cng ty ch cha h c thng tin qung b v sn phm
nh mi v, cc ch tiu k thut, ...
2.2. Hot ng xy dng v pht trin thng hiu ca cng ty
2.2.1.nh hng pht trin chung ca doanh nghip trong nhng nm
ti
2.2.1.1. Phng hng
Theo phng n sn xut kinh doanh sau c phn ho c ph duyt,
nh hng chung trong pht trin hot ng sn xut kinh doanh ca cng ty
Chuyn tt nghip 31

l: Pht huy li th cnh tranh u t c trng im v c chin lc pht

trin th trng ph hp mc tiu lu di.
Do vy phng hng nhng nm ti l:
- Tng cng u t
- Duy tr v m rng th phn trong nc
- Hng vo th trng xut khu nhm bt ph v hiu qu hot ng
2.2.1.2. Nhim v sn xut kinh doanh
a. Mc tiu c th
- Vn iu l :48,5 t ( trong nh nc gi 58.15%; ngi lao ng trong
cng ty 21.85%; c ng ngoi cng ty 20%)
- Tng trng doanh thu t t 10 - 15%/nm
- Tng trng c tc: 10%/nm tr ln
- m bo thu nhp cho ngi lao ng
b.K hoch sn xut kinh doanh
Cng ty a ra ch tiu ti thiu v phn u cao hn trong thc t:
- Doanh thu cng nghip: 391t
- Cn ton b: 3.350 triu lt
- Ru cc loi: 7.8 triu lt
- Np ngn sch: 98 t
- Li tc sau thu:25 t
- C tc: 10%
2.2.1. 3. Gii php thc hin
a. K hoch sn xut
- Tp trung sn xut, tiu th cc loi sn phm ang c li th trn th trng
- Nng cao nng sut my mc thit b, khai thc v pht huy c hiu qu cc
thit b mi u t tng sn lng, p ng c nhu cu ngy cng cao
ca th trng.
Chuyn tt nghip 32

- B tr hp l, gim thiu n mc ti a thi gian tu sa cha thit b hng

nm. Gn tiu th vi sn xut theo hng ch ng iu tit theo nhu cu th
trng..
b. Chin lc sn phm
- Pht trin sn phm mi dng Vodka, c cht lng cao vi mu m, bao b
p, hp dn, phc v nhiu i tng khch hng khc nhau
- Pht trin sn phm ch dnh cho xut khu.
c. Chin lc phn phi
Vi h thng i l ri khp trn c nc, s lng i l tng v c s
lng v cht lng, Cng ty s xy dng h thng vn chuyn sn phm n
tn cc i l theo cc tuyn. Cc i l s khng phi n tn kho ca Cng
ty ly hng nh trc y. i vi cc i l qu xa, xe ca i l khng
c iu kin chuyn hng th cng ty s gi xe ch hng n tn a phng
qua cc i l s gim c chi ph, ng thi Cng ty s d dng qun l
hn, to iu kin cho vic p dng thng mi in t, a dng ha cc hnh
thc thanh ton.
d. Pht trin thng hiu
Thng hiu doanh nghip c vai tr c bit quan trng trong hot
ng sn xut kinh doanh hin nay. Do vy, cc bin php cn p dng trong
cc nm ti l:
- Coi trng vai tr c bit quan trng ca thng hiu trong hot ng sn
xut kinh doanh nht l trong xu th hi nhp kinh t ton cu hin nay
- Gi vng v khng ngng nng cao cht lng sn phm
- Nng cao nhn thc v thng hiu cho cn b cng nhn vin, trn c s
xy dng thc trch nhim, lm ch doanh nghip cho ngi lao ng
trong sn xut.
Chuyn tt nghip 33

- Xy dng hnh nh ca doanh nghip thng qua cc hot ng bn hng, hi

ch thng mi, tip th, chm sc khch hng, qung b thng tin
- Xy dng vn ho doanh nghip, th hin trit l kinh doanh hng ti li
ch ngi tiu dng ph hp vi s pht trin x hi.
e. Quy m hot ng
- H thng i l ca cng ty cn khng ngng c cng c v s lng v
cht lng, to nn s gn b cht ch gia nh sn xut v nh phn phi
trn c s cng pht trin
- Cng ty d kin s m thm chi nhnh ti Ngh An v Nng nhm tng
cng kh nng tip cn vi cc th trng a phng, to iu kin nng cao
th phn ca cng ty trong nc v t chc tt hn na vic vn chuyn
hng n tn ni cho cc i l.
- Duy tr v pht trin vic xut khu sn phm sang cc th trng Nht Bn,
i Loan, Hn Quc v m rng xut khu sang cc th trng tim nng
khc
f. K hoch u t mi
- Pht huy hiu qu ca vic u t thit b c trng im v ng b, cn tp
trung u t nhng hng mc sau: h thng thit b cho sn xut cn tng sn
lng 5 triu lt cn/ nm t sn lng ru 10 triu 12 triu lt
ru/nm. D kin u t khong 10 15 t.
g. K hoch di di
D n u t v di di khu vc sn xut ca cng ty vi tng mc u
t trn 500 t theo phng thc tng thu EPC, thi gian phi hon thnh ht
nm 2008, y l mt nhim v trng tm ca nm 2007. Do vy, cng ty cn
phi tp trung mi ngun lc sm k kt v trin khai cc hp ng vi
nhng i tc lin quan y nhanh qu trnh thc hin d n, thc hin
ng thi gian yu cu ca UBND thnh ph H Ni v B cng nghip.
Chuyn tt nghip 34

2.2.2 Chin lc t nhn hiu cho sn phm ru Vodka ca Cng ty

Mt thng hiu c th c biu hin cng lc nh mt biu tng, mt
t ng, mt vt th, mt khi nim. Mt cng ty c bn cch chn la trong
vic xy dng chin lc thng hiu ca mnh: chin lc m rng dng sn
phm, chin lc m rng thng hiu, chin lc s dng nhiu thng hiu
mi hay a thng hiu v chin lc thng hiu mi
CHIN LC T TN CHO THNG HIU
Chng loi sn phm
Hin c mi
Hin c M rng dng sn phm M rng thng hiu

Tn
thng
Nhiu thng hiu Cc thng hiu mi
hiu

Mi

Cng ty s dng tn ring cho tng loi sn phm, y l chin lc

thng hiu ngun hay cn gi l chin lc thng hiu kp, chin lc
nhiu thng hiu

S 2: CU TRC THNG HIU NGUN

HALICO

VODKA ANH RU NP LA
H NI O CHANH MI MI

Danh mc sn phm ca cng ty rt a ng, mi sn phm u c tn ring

Chuyn tt nghip 35

trong thng hiu m y l HALICO. Thng hiu m s h tr cho

vic qung b tt c sn phm ca cng ty trn th trng, th hin: trn tt c
bao b ca mi sn phm u c tn thng hiu v logo ca cng ty nm pha
trn.
Nh hnh nh sn phm Vodka trn cho thy tn HALICO ngay trn c
chai v logo cng ty trn nhn thay cho logo ca sn phm. S h tr ny
to s nhn bit v sn phm cho khch hng, tn dng c uy tn v danh
ting thng hiu m v s cam kt ca cng ty v cht lng sn phm m
cng ty cung cp cho khch hng.
Li ch ca vic t tn sn phm Vodka theo chin lc thng hiu
ngun l kh nng to cm gic khc bit v su sc cho ngi tiu dng.
y l nhm sn phm ch o ca cng ty, vi vic t tn ring so vi tn
thng mi ca cng ty v tn ca cc sn phm khc cho php thng hiu
Vodka H ni c th thu li t cc nhm i tng khch hng nhng khu
vc cha c thm nhp t trc ti nay. Vic t tn nh th c th hn ch
s ri ro khi sn phm khng c khch hng chp nhn th khng nh
hng nhiu n thng hiu khc ca cng ty.
Tuy nhin vic la chn chin lc t tn cho sn phm Vodka theo chin
lc thng hiu ngun c th c mt s ri ro nht nh l cng ty theo
ui chin lc thng hiu ngun c th s phung ph ti nguyn ca mnh
vo vic xy dng nhiu thng hiu thay v ch xy dng mt s t thng
hiu c kh nng mang li nhiu li nhun rng hn v s dng nhiu thng
hiu c th gy cnh tranh gia sn phm Vodka v cc sn phm cng loi
ca cng ty.
2.2.3 Hot ng bo h nhn hiu hng ho cho sn phm ru Vodka
- Cng ty khng ng k bo h cho mt sn phm ring bit m ng k bo
h nhn hiu hng ho chung cho thng hiu ca c cng ty
- S n 4-2005-05609
- Ngy np n : 16/05/2005
Chuyn tt nghip 36

- Quyt nh s 12727/Q SHTT ngy 6/12/2006

Hiu lc l 10 nm k t ngy np n
Chng nhn ng k nhn hiu hng ha s 77538 v mu sc nhn hiu. Loi
nhn hiu ng k l nhn hiu thng thung
- Cc ni dung khc: Nhn hiu c bo h tng th khng bo h ring hnh
bnh ru. Danh mc sn phm dch v mang nhn hiu thuc nhm 33: Ru
v cn thc phm dng pha ru
Nh vy vic bo h nhn hiu hng ho khng c p dng cho ring sn
phm Vodka. iu ny l mt bt li cho sn phm Vodka trong vic cnh
tranh vi cc thng hiu khc cng nh trong vic chng li hng gi, hng
nhi.
2.2.4 S dng Website qung b thng hiu cho sn phm Vodka
Website ca cng ty c a ch http:// www.halico.com.vn s dng c hai
ngn ng l ting Vit v ting Anh c thit k kh chuyn nghip, mu sc
bt mt, hnh thc tng i p. trang ch l tn cng ty ru H ni,
logo cng ty, salogan men say hn Vit, hnh nh chai ru Vang v cng
c gip ngi c la chn s dng ting Anh hay ting Vit.
Khi khch hng chn ngn ng s dng s chuyn sang trang gii thiu
chung. Pha di hng ch gii thiu l cc mc nh: th ng cng ty, lch s
cng ty, th trng trong nc v quc t. Bn phi l nh ca ng Hong
Nguyn - ch tch hi ng qun tr ca cng ty, bn tri l menu gm: gii
thiu, cc gii thng, cng ngh sn xut, Vodka la mi, Vodka np mi,
Vodka H ni, sampanh v vang, ru mu, cn tinh ch, ng gi vn
chuyn, vi nt v ru Vit Nam, Tn mn v ru. Phn ghi cc sn phm,
mi sn phm s gm cc mc gii thiu chung, quy trnh sn xut, ch tiu
cht lng, bao b chng loi pha di hnh nh sn phm .
Nhn mt cch tng th th c th thy Website ca cng ty y ,
khng ch phc v khch hng trong nc m cn phc v khch hng nc
ngoi. Tuy nhin nu xt n sn phm chin lc ca cng ty l Vodka th
Chuyn tt nghip 37

Website khng qung b nhiu n sn phm ny. y l sn phm chin

lc ca cng ty v vy cn c s ch trng hn cc sn phm khc nhng sn
phm Vodka cng ch c gii thiu nh cc sn phm tng t. Thm ch
ngay trang ch c hnh nh sn phm th l hnh nh chai ru vang ch
khng phi chai Vodka d lm cho ngi xem c suy ngh sn phm chnh
ca Cng ty l ru vang. Bn cnh mc sn phm th sn phm Vodka
cng khng c a ln u danh sch v khi xem chi tit sn phm th cng
khng c s gii thiu v v tr ca sn phm trong c cu sn phm ca Cng
ty.
R rng cng ty khng tn dng ht li ch ca Website qung b
hnh nh sn phm Vodka thm ch cn khng gy c n tng vi ngi
tm hiu v sn phm Vodka.
2.2.5. Hot ng Marketing mix to dng gi tr thng hiu ca cng
ty
xy dng c gi tr thng hiu, cng ty cn phi thit lp mt chin
lc v chng trnh marketing hn hp (marketing mix) c hiu qu
M HNH CHNG TRNH MARKETING HN HP

Sn phm
(Product)

Chnh sch Gi c
(Policy) ( price)

Marketing
hn hp Knh phn
ng gi
phi
(Packaging) (marketing (Place)
mix)

Xc tin hn
Con ngi
hp
(People)
(promotion)

Qu trnh
(Process)
Chuyn tt nghip 38

Chin lc marketing mix gm nhiu chin lc vi cc ch P khc nhau,

y ch nh gi hot ng marketing mix ca cng ty vi 4ch P truyn
thng: sn phm (product), gi c (price), knh phn phi (place) v xc tin
hn hp (promotion)
2.2.4.1. Chnh sch v sn phm (product)
Ni n thng hiu ngi tiu dng thng lin tng n sn phm v sn
phm l mu cht ca gi tr thng hiu
- Sn phm Vodka ca cng ty bao gm 2 loi l: Vodka v Vodka xanh.
Vodka c sn xut t ng cc v ng cn Vodka xanh c sn xut t
go. Cng ty sn xut c 2 loi di 2 dng chai l 750ml v 300 ml.
- Quy trnh sn xut ru Vodka:

Nguyn liu l ng cc giu tinh bt c nghin nh, sng lc ri

chuyn vo ni nu. Ti y, nc sch c bm vo ni nu, nhit tng
dn ti khi ng cc c nu thnh dung dch lng gi l cm. Sau ,
nhit h dn thc hin qu trnh ng ho. Trong vng vi gi, dch
ng ho c chuyn sang h thng ln men. H thng ln men hot ng
lin tc ngy m. y, dch ng ho c ln men hon ton gi l
dm chn. Dm chn c em chng ct bi h thng thp tinh luyn
cho cn t tinh khit tiu chun. T ru Vodka H Ni ra i, qua
b phn kim tra cht lng cho ti khi t yu cu v ch tiu cht lng,
thnh phn v hng v. Vodka c rt vo cc my chit chai ng thnh
nhng chai nh. Nhng chai ny mt ln na c kim tra bng my, bng
cm quan ca i ng chuyn vin. Qua cc khu hon thin sn phm cui
cng c a vo kho lu tr v c a ra th trng.
 Chuyn tt nghip 39

S 3: QUY TRNH SN XUT RU VODKA

Ng cc Xay nh H ho Dch ng
ho ho

Vodka Tng Chng Ln

H ni tr ct men

- Hng v: nhn cm quan ru trong sut, khng mu, v ngt m du,

khi rt to nhng chui bt si tm ln tn. Ru thch hp dng trong
ma lnh

- Ch tiu cht lng

Ch tiu cm quan:
- Trng thi : Cht lng trong sut, khng c vn c v tp cht l
- Mu sc : Khng mu
- Mi v : C mi v v c trung ca ru ln men t ng cc.
Ch tiu ho, l :

Ch tiu Mc ng k
Hm lng etanola 20C 40 0,5 %V
Hm lng axit chuyn ra axit axetic trong 1 lt ru 100 12 mg/l
Hm lng aldehyd chuyn ra aldehyd acetic trong 1 lt ru 100 8 mg/l
Hm lng este chuyn ra este etylacetat trong 1 lt ru 100 50 mg/l
Hm lng ru bc cao theo t l hn hp: iso petanola v iso
50 mg/l
butyla (3:1)
Hm lng metanola 0,03 %V
Hm lng Fucfurol 0
 Chuyn tt nghip 40

Sn phm Vodka khng phi l sn phm c t nhng ngy u thnh

lp cng ty do vic xm nhp th trng khi cng ty c mt v tr nht
nh trn th trng tr nn khng qu kh khn.
Sn phm Vodka l sn phm chnh ca cng ty nn vn cht lng
cng c quan tm. Vic m bo cht lng, nng pha ch do phng
k thut cng ngh v phng KCS chu trch nhim. Sn phm sau khi pha
ch c gim nh li, nu m bo nng cng nh hng v mi c
em ra trit vo chai. Sau khi trit cn c kim tra v bi ca sn phm,
nu sn phm t trong sut th mi c php ai kt.
2.2.4.2 Chnh sch v gi (price)
nh gi l mt trong cc yu t chnh trong phng php marketing hn hp.
Cng ty p dng cc mc gi khc nhau i vi i l v ngi tiu dng
Bng 9: Gi bn sn phm ru Vodka
(n v : )
Tn ru n Gi bn i l Gi bn Siu th Gi bn l
v ru nh hng (ti ca hng
gii thiu sp)
Gi Gi Gi Gi Gi Gi
chai hp chai hp chai hp
Vodka xanh 750ml Chai 3.597 37.686 3.619 41.866 4.037
39.5%V 37.301
Vodka 750ml Chai 37.301 3.597 37.686 41.866 4.037
39.5%V 3.619
Vodka xanh 300ml Chai 16.709 16.881 18.755
29.5%V
Vodka 300ml Chai 29.5%V 16.709 16.881 18.755

- Cng ty p dng chnh sch nhiu gi i vi sn phm Vodka ni ring v

cc sn phm khc ni chung. Hin ti Cng ty khng p dng chnh sch
Chuyn tt nghip 41

chit khu. Chnh sch ny ch c p dng t nm 2004 tr v trc v

cng vi mc chit khu rt thp l 0.5% gi tr ho n nu i l thanh ton
ngay.
Chng ta c th thy s khc bit gia chnh sch m Cng ty p dng so
vi hnh thc i l ph bin khc. Mi quan h gia Cng ty vi cc i l
mang tnh cht bn bun. V cc i l sau khi thanh ton tin hng, h l
ngi trc tip s hu sn phm v t quyt nh gi bn. Do , Cng ty
khng p dng chnh sch chit khu. Thay vo , Cng ty thc hin chnh
sch nhiu gi. Cng ty chia ra cc loi gi bn sau:
+ Gi bn i l
+ Gi bn bun
+ Gi bn cho cc nh hng, khch sn, siu th
+ Gi bn l
- Vic Cng ty p dng chnh sch nhiu gi to ra s cng bng cho cc
thnh vin knh phn phi. i l c mua vi mc gi thp nht. Cng ty
khng p t gi i vi cc i l, do , tuy khng c hng chit khu
nhng i l vn c th thu c mc li nhun mong mun.
- Gi bn i l = 89,1% x gi bn l
- Gi bn bun = 1,005 x gi bn cho i l
- Gi bn nh hng, khch sn, i l = 1.005 x gi bn cho i l
- Chit khu thng thng ca cc nh sn xut khc l 15-25% nhng i li
h phi chu s p t gi cng nh nhng iu khon bt buc khc nh
trng by, hay mt bng, nhn lc th Cng ty cng c sc cnh tranh nht
nh trong chnh sch ca mnh Vi chnh sch ny, i l Cng ty cng xem
nh chit khu 11%. Li thm v th hin ti ca Cng ty trn th trng th
chnh sch ny l hon ton hp l vi cc i l trong giai on hin nay
 Chuyn tt nghip 42

nhng li khng quan tm n ngi tiu dng cui cng v gi bn khng

c quy nh trn sn phm m tu thuc cc i l.
Vic nh gi sn phm Vodka ca cng ty c tnh theo gi thnh sn
xut k hoch v cn c vo mc gi ca i th cnh tranh a ra mc gi
ph hp. Ban u mc gi c a ra thm d phn ng ca khch hng,
sau c s iu chnh ph hp. V Vodka l sn phm chin lc ca cng ty
thay th cho sn phm La mi trong 5 nm tr li y nn cng ty c p
dng mc tnh li nhun i vi sn phm ny khc vi cc sn phm khc.
2.2.4.3 Chnh sch phn phi (place)
Phn phi l a n ngi tiu dng cc sn phm hay dch v m h
c nhu cu a im, thi gian v chng loi mong mun.
Ti cng ty c phn Cn - Ru H ni s dng h thng knh phn phi
vi cc t chc trung gian l: nh bn bun, nh bn l, v i l
M HNH 3: KNH PHN PHI SN PHM VODKA

i l Nh bn
l

Cng ty Nh bn Ngi tiu

l dng cui
cng

(Ngun: Phng k hoch tiu th)

* H thng phn phi m Cng ty s dng gm c:
- Knh Zero cp (knh tip th trc tip): Cng ty a sn phm ca mnh ti
trc tip ngi tiu dng cui cng thng qua ca hng gii thiu sn phm
ca mnh v thng qua cc gian hng ti cc hi ch trin lm. Ti cc hi ch
trin lm cng ty c dp so snh sn phm ca mnh v mu m, gi c vi sn
Chuyn tt nghip 43

phm ca i th cnh tranh v ti ca hng gii thiu sn phm cng ty c

th tip xc trc tip vi khch hng t c th thu thp c thng tin
c chin lc ph hp.
- Knh mt cp: Cng ty thng qua cc ca hng bn l, nh hng, siu th,
trung tm thng mi: siu th Metro, cng ty siu th H ni, Trung tm
thng mi INTIMEX...
- Knh hai cp: Thng qua h thng i l ca cng ty, sn phm s c bn
cho cc nh bn bun hoc bn l v cui cng ti tay nh tiu dng. Cng ty
c h thng i l hu ht cc tnh thnh min Bc v min Trung v vn
phng i in ti min Nam. H thng i l ny khng ngng tng ln qua
cc nm cho thy s pht trin ca knh phn phi hai cp
* Cng ty cng c nhng ch u i nht nh vi cc i l:
- Cc chnh sch h tr:Trong mi quan h gia i l - Cng ty th chnh
sch h tr lun l mi quan tm hng u ca cc i l. Chnh sch h tr t
pha Cng ty l mt trong cc yu t quyt nh vic cc nh i l la chn
nh sn xut m mnh i din.
Chnh sch h tr vn:Cng ty cng khng ch trng chnh sch h tr
vn. i vi cc i l trc khi tr thnh i l u c kho st rt k.
Nhng i tng khng p ng c yu cu ti chnh s khng c nhn
lm i l. Hnh thc thanh ton l tr trc 100% trc khi nhn hng do
hu nh khng c s h tr vn t pha Cng ty. Mt s trng hp c bit,
Cng ty h tr cho khch sn, nh hng bng hnh thc tr chm.
Chnh sch nhp i, nhp tr hng ho: i vi nhng trng hp sn
phm b li, Cng ty i 100% cho cc i l, khch hng ni chung. Cng ty
khng c c chnh sch i chng loi ru. Tt c hng ho c giao ng
chng loi theo hp ng. Trong thc t. Cng ty vn c th cho cc i l
i sn phm nhng vn nm trong sn lng ghi trong hp ng.
Chnh sch h tr vn chuyn:Cng ty ch trng giao hng n tn
ni i vi cc i l nhm p ng nhanh chng v m bo cht lng
Chuyn tt nghip 44

hng ho i l kp thi phc v kinh doanh. Trng hp ny i l khng

nhn tin h tr vn chuyn.
i vi nhng i l xa, Cng ty khng th giao hng n tn ni,
Cng ty thc hin h tr chi ph vn chuyn vi mc t 140.000 - 400.000/tn
tu theo c ly (tnh t bn xe n trung gian phn phi). Chi ph h tr vn
chuyn c tr vo gi tr tin hng trn phiu xut kho.
* Chnh sch thng: Hin ti Cng ty p dng 3 hnh thc thng sau:
+ Thng cho cc i l c doanh thu ln trn 500 triu khu vc Min
Trung v Min Nam, trn 1 t i vi i l khu vc Min Bc vi h s
thng l 0.28%.
+ Thng tng sn lng: ngoi sn lng ru Vodka H Ni nhn
xanh, n v no tiu th cc sn phm khc th Cng ty s ly lm cn c
iu chnh sn lng ru Vodka nhn xanh cho n v vo cc thng, qu
sp ti; hoc n v no c mc tiu th sn lng vt bc, k c thi gian
kh khn n v vn duy tr c mc tiu th tt s l cn c tng sn
lng qu sau, nm sau. C hnh thc thng nh vy cng l xut pht t
tnh trng Cng ty cha p ng c nhu cu th trng. S lng sn phm
c phn phi hn ch cho cc i l
+ Hi ngh khch hng c t chc mi nm mt ln, kt thc hi ngh
nhng khch hng i l ln c Cng ty mi i du lch nh mt hnh thc
thng.
+ Phng thc thanh ton: i l c th thanh ton bng tin mt ti
Cng ty hoc chuyn khon ti ngn hng hoc gi tin qua bu in. Cng
ty thanh ton chi ph chuyn tin cho cc i l.
* Chnh sch pht: Bn cnh chnh sch h tr to ng lc cho cc i
l, Cng ty cng p dng cc hnh thc pht lm tng tinh thn trch
Chuyn tt nghip 45

nhim trong cng vic ca i l. Hnh thc pht ca Cng ty u xut pht t
vi phm hp ng.
- i l trng by hng gi, hng nhi sn phm Cng ty lm nh hng n
uy tn Cng ty s tu theo mc nng nh m pht t mc cnh co n ct
hp ng.
- i l khng thc hin c mc sn lng k kt trong hp ng s l
cn c ct gim sn lng thng sau, qu sau.
2.2.4.4 Chnh sch xc tin hn hp (promotion)
- Ru l mt mt hng nhy cm v vy theo quy nh ca Nh nc y l
mt trong nhng sn phm b cm qung co. y l kh khn rt ln i vi
cng ty trong vic to dng hnh nh sn phm ru ni chung v Vodka ni
ring n vi khch hng.
Hng nm Cng ty tham gia 4 ln hi ch c nh: hi ch xun, hi
ch hng Vit Nam cht lng cao t chc 3 ln trong nm ti min Bc,
Trung, Nam. Ngoi ra cng ty cn tham gia hi ch do ngnh ung t
chc hay hi ch trng by cc sn phm tht, gi ti hi ch trin lm H
ni v cc tnh do chi cc phng chng hng gi t chc.
Cng ty thit k mt gian hng chuyn ginh cho trin lm v mi
ln trin lm cng ty thu nhn vin bn hng t bn ngoi mc ng phc
ca cng ty v c o to t 1- 2 tun.
Ti cc dp trn cng ty c pht t ri, ti liu gii thiu v cng ty
ng thi mi khch hng tham gia nm th cc sn phm ca cng ty trong
ch yu l sn phm Vodka v y l mt hng ch o ca cng ty.
Hng nm cng ty c tng qu cho cc i l nh tng phch , mc cha
kho...
Chuyn tt nghip 46

2.3 Nhn nh chung v qu trnh xy dng v pht trin thng hiu

sn phm ru Vodka cng ty
2.3.1 Nhng thnh tu t c
2.3.1.1 Cc gii thng v sn phm Vodka
Ngoi cc gii thng chung ca cng ty v cc gii thng v sn phm
ru vang, ru caf, la mi, np mi cng ty cng t c nhng gii
thng ring i vi sn phm Vodka:
- Huy chng vng Ru Vodka ti Hi ch quc t hng cng nghip nm
1997.
- Giy chng nhn: Cng ty Ru H Ni Halico t danh hiu Hng Vit
Nam t cht lng caocc nm 2001, 2002, 2003 do ngi bnh chn ca
Bo Si Gn tip th t chc.
- Nm 2006, t cc danh hiu Hng Vit Nam cht lng cao, Cp Vng sn
phm uy tn cht lng ca Hi s hu cng nghip Vit Nam, gii Vng cht
lng an ton thc phm Vit Nam
- t gii nht ti lin hoan tuyn chn cc loi ru Vit nam ln th nht cho
cc doanh nghip ung nm 2007 vi sn phm Vodka xanh 29.5o, vodka
xanh 39.5o
Nh vy cht lng hng ho ca sn phm Vodka c khng nh
trn th trng v c ngi tiu dng bit n. y l tin cho vic to
dng hnh nh sn phm vi ngi tiu dng.
2.3.1.2 Tch cc tham gia cng tc chng hng nhi, hng gi
Cng ty tham gia tch cc vo cng tc phng chng hng nhi, hng gi,
c bit c mt i phng chng hng nhi, hng gi phi hp cc n v
chc nng tch cc ch ng pht hin, x l cc v vi phm. C th n c
mt s thnh tch trong cng tc phng chng hng nhi, hng gi trong nm
2005 nh sau:
Chuyn tt nghip 47

- Nm 2005 t chng hng gi phi kt hp vi cc c quan chc nng ca

Nh nc pht hin, x l c 14 n v vi phm trong :
C 9 n v vi phm nhn ru np mi
C 2 n v vi phm nhn hiu ru la mi
C 3 n v vi phm nhn hiu ru Vodka
- Tnh n thng 12/2005 s cc c quan chc nng x pht hnh chnh i
vi cc n v vi phm s tin l gn 30 triu ng
Tiu hu: gn 1800 chai ru cc loi, 1700 nhn mc ru, 1500 v hp vi
phm
- Cng ty phi hp vi cc n v chc nng khc trong vic tham gia cng
tc phng chng hng nhi, hng gi l Cng an kinh t H Ty, cng ty kinh
t Thnh Ph H Ni, Cng an kinh t Qun l Th trng Thnh Ph
Nng ng thi cng kt hp vi t tip th i cng tc ti cc tnh min Bc
v min Trung. Qua c cc cng vn kp thi ti cc Chi Cc Qun L
Th Trng ti cc a phng ni c n v vi phm
- Gii quyt nhng thc mc ca khch hng v nhng vn v ru gi,
ru nhi v sn phm ca cng ty thng qua t vn khch hng qua in
thoi hoc gi thng tin gip khch hng phn bit hng tht v hng gi.
Bng 8: Thng tin phn bit sn phm Vodka tht v gi
Hng tht Hng gi
- Tn ru: VODKA H NI - Tn ru: VODKA
- Nt chai: Bng kim loi, pha trn - Nt chai: Bng kim loi, pha trn
np c in hnh biu tng ca cng ty np c in hnh biu tng nh cha
c phn Cn - Ru H Ni (hnh mt ct, ly ru, bng sen hoc dn
trn pha trong c in hnh nm ru tem cht lng.
v ch Cng ty Ru H Ni) - Chai: Mt chai sng mn, trong
- Chai: Mt chai sng mn, trong sut, thu tinh khng c bt. C chai
sut, thy tinh khng c bt. C chai khng c in ni logo cng ty, phn
c in ni logo cng ty, phn st y st y chai khng dp ni dng ch
chai c dp ni dng ch Cng ty Cng ty Ru H ni
Chuyn tt nghip 48

Ru H Ni - Nhn: Hnh ch nht, nn nhn ph

- Nhn: Hnh ch nht, nn nhn c lp nh mu trng bc hoc xanh.
ph lp nh mu trng bc v xanh. gia nhn c in hnh biu tng nh
gia nhn c in hnh biu tng Cha mt ct, bng sen, ly ru...
ca cng ty Ru H Ni (logo). - Di nhn c in a ch c s sn
Di nhn c in dng ch: xut vi dng ch nh kh c.
CNG TY TNHHNN MT THNH VIN
RU H NI 94 L C H NI
- Cng ty tham gia tch cc cng cc chi cc qun l th trng cc tnh
trong cng tc u tranh chng sn xut v bun bn hng gi, hng nhi nhn
mc, tham gia trng by cc sn phm tht gi ti cc hi ch trin lm hng
tht, gi do cc chi cc Qun l th trng H ni v cc tnh khc t chc.
Bn cnh cng ty cn phi hp vi cc i l trong vic chng hng gi
bng cch yu cu cc i l cam kt trong vic khng bn hng nhi, hng
gi.
- c bit nm 2005 Cng ty c Hi bo v ngi tiu dng Vit Nam
khen tng bng khen v c thnh tch xut sc trong cng tc chng sn
xut v bun bn hng gi.
2.3.1.3 Thit k c mt thng hiu hon chnh
- Cng ty thit k c mt thng hiu hon chnh bao gm t tn gi,
logo, khu hiu, bao b sn phm v kiu dng thit k. Thng hiu ny
gn lin vi qu trnh hnh thnh v pht trin ca cng ty. Cng ty qua
mt thi gian di tn ti trn th trng (tnh n nm 2007 l 109 nm) do
to dng c mt v tr nht nh trn th trng, l c s cho vic nh v
sn phm Vodka. y l mt li th ca cng ty trong vic to dng hnh nh
vo trong tm tr khch hng, iu m khng phi mt cng ty no cng thc
hin c.
Chuyn tt nghip 49

2.3.2 Nhng vn cn tn ti
* Cha quan tm ng mc n vic pht trin thng hiu
- Cng ty ru H ni l mt cng ty lu nm trn th trng ung c cn,
li l mt cng ty do Nh nc qun l t trc ti nm 2004 nn hu nh
cha c s quan tm n vic ch ng xy dng thng hiu. Hu nh cc
hot ng ca cng ty l theo hng kinh doanh thng thng ch khng c
hot ng mang tnh pht trin thng hiu.
- Chin lc pht trin thng hiu gn y bt u c quan tm nhng
mi ch mc a ra nhng gii php chung, cha xy dng c mt chin
lc bi bn, y .
* Hot ng marketing mix vn cn nhng thiu xt
- Cha ng k bo h nhn hiu sn phm Vodka
Cng ty ch mi quan tm n ng k bo h logo cng ty m cha quan tm
n vic ng k bo h cho thng hiu sn phm Vodka cng nh ng k
bo h hnh nh nm ru trn logo. iu ny mt trong nhng nguyn nhn
gy kh khn cho cng tc phng chng hng nhi hng, hng gi.
Theo bo co nm 2005 ca phng k hoch tiu th v tnh hnh vi
phm nhn mc vi sn phm cng ty c a ra nguyn nhn: sn phm ru
mang nhn hiu Vodka rt kh x l v cc n v sn xut ru Vodka mang
nhn hiu tng th, mu sc nhn thong qua th thy ging nhng khi xem xt
k th khng vi phm (v ch Vodka khng c bo h)
- Mt s nhc im bao b, kiu dng sn phm: Nh phn tch trn
kiu dng bao b sn phm vn cha tht s c o v n tng, cha thu ht
ngi tiu dng khi sn phm Cng ty c trng by cng cc sn phm ca
i th cnh tranh.
Nhn hiu ca sn phm Vodka vn cn kh n gin, cha c o
cng nh cha c cc ch tiu cht lng, k thut to c s m bo cht
lng hng ho cho ngi tiu dng.
Chuyn tt nghip 50

- Cng ty vn cha c nhng hot ng truyn thng hp l cho vic qung b

thng hiu nh: hot ng vit bi trn cc bo ch vn mc b ng, do
cc bo i v a tin ch cng ty cha ch ng trong vic t chc cc
chng trnh mi bo i gii thiu v cng ty cng nh hot ng PR vn
cha c quan tm
* Cha c bt k mt chng nhn no v qun l cht lng
Mc d sn phm ca cng ty t c danh hiu hng Vit nam cht
lng cao nhng cng ty cha h p dng mt h thng qun l cht lng
no trong khi xu th hin nay vic p dng mt h thng qun l cht lng l
v cng cn thit. Mc d cc chng nhn ny khng phi l chng nhn v
cht lng sn phm m l chng nhn v qu trnh qun l cht lng sn
phm nhng vi ngi tiu dng mt sn phm c p dng h thng
qun l cht lng sn phm vn l mt s m bo cht lng sn phm.
* B qua i tng khch hng tiu dng cui cng
Mi hot ng xc tin, khuych trng ca cng ty thng ch trng
vo h thng i l m cha quan tm ng mc n i tng tiu dng cui
cng trong khi i tng ny l i tng m bo s tn ti v pht trin ca
cng ty. Mi n lc ca cc cng ty ni chung u phi nhm tho mn khch
hng tiu dng ch khng ch dng cc i l.
Ngay trong chnh sch gi c ca cng ty cho thy cng ty mi ch quan
tm n gi c cho i l, i tng bn bun v bn l m khng c vic
nh gi cho ngi tiu dng lm cho ngi tiu dng phi chu nhng mc
gi do cc i l, t chc bn bun v bn l a ra.
Cng ty ch tip xc vi khch hng ch yu thng qua ca hng gii thiu
sn phm ca cng ty v qua cc ln hi ch.
2.3.3 Nguyn nhn ca nhng tn ti
2.3.3.1 Quy nh ca php lut
- Cng ty phi chu mt s quy nh rng buc trong vic pht trin h thng
i l, qung co sn phm do sn phm Vodka ni ring v cc sn phm ca
Chuyn tt nghip 51

cng ty ni chung l loi mt hng nhy cm, chu s qun l cht ch ca

Nh nc
- Theo iu 2 mc 4 ca thng t b Thng Mi s 12/1999/THANH
TON-BTM ra ngy 16/5/1999: thc hin hn ch kinh doanh ru, s
thng mi cn c tnh hnh th trng ru, tnh hnh kinh t, x hi a
phng, quy nh s lng thng nhn v s lng im bn ru trn tng
a bn (thnh ph, th x, qun, huyn) c cp giy php kinh doanh ru
theo quy nh ca thng t ny, thng bo cc thng nhn bit trc khi
t chc cp giy php. Hng nm khi cn thit s thng mi xem xt, iu
chnh s lng trn, thng bo v t chc cp b sung.
- Theo iu 3 mc 2 ca thng t b Vn ho thng tin s 43/2003/TT-
BVHTT ngy 16/07/2003 hng dn thc hin ngh nh s 24/2003/N-CP
ngy 13/03/2003 ca chnh ph:
Ru c cn<15o ch c qung co trn bo in, bo in t, i
pht thanh, i truyn hnh, mng thng tin my tnh nh cc hng ho
khcqung co trn phng tin .
Ru c cn >15o: ch c qung co trong phm vi a gii doanh
nghip sn xut ru, bn trong cc ca hng, i l, tiu th ru nhng phi
m bo ngi bn ngoi a gii doanh nghip, ca hng, i l, khng c
c, khng nghe c, khng thy c.
y l mt kh khn trong vic cng ty c th m rng th trng cng
nh qung co sn phm ti cng chng v s ch ng trong hoch nh
chin lc kinh doanh. Qung co l mt phng tin truyn thng phi c
nhn, l cng c tip th ca doanh nghip, l mt cch chi hu hiu ph
bin cc thng tin, hoc to s a thch i vi thng hiu hoc gia
tng sn phm. Th nhng vi mt hng ru th li khng c php qung
co. Nh vy Cng ty s kh khn hn trong vic tip cn ngi tiu dng v
cn tm cho mnh mt cng c hiu qu, ph hp
Chuyn tt nghip 52

2.3.3.2 Khong thi gian n nh sau nhng ln chuyn i

- T 2004 n thng 11/2006 cng ty chuyn sang: cng ty TNHH nh nc
MTV ru H ni theo quyt nh s 172/2004Q BCN ny 20/12/2004
ca b Cng nghip v n ngy 24/12/2004 c ph duyt ti quyt nh s
55/2005/Q HQT ngy 24/12/2004 ca Hi ng qun tr Tng cng ty bia
ru H ni
- T T12/2006 cng ty chuyn thnh: Cng Ty c phn Cn - Ru H ni
theo quyt nh s 2980/2006 Q - BCN ngy 20/10/2006
Nh vy ch trong vng 2 nm cng ty qua 2 ln chuyn i hnh thc php
l, t doanh nghip nh nc chuyn sang cng ty TNHH Nh nc MTV ri
cng ty c phn. Mi ln chuyn i cng ty phi c mt s chun b kh lu
di trn tt c cc mt, cng nh sau mi ln chuyn i cng ty cng mt mt
khong thi gian nht nh n nh hot ng kinh doanh. Bn cnh ,
cng ty trc y l do Nh nc qun l nn mi k hoch sn xut kinh
doanh u do Nh nc quy nh, th ng trong kinh doanh nhng khi
chuyn sang cng ty c phn hot ng theo c ch th trng, t xc nh k
hoch kinh doanh ph hp s cn mt khong thi gian c th lm cho b
my vn hnh theo qu o mi. iu ny nh hng khng nh n vic xy
dng cc chin lc ni chung trong c chin lc thng hiu.
2.3.3.3 Nhn thc v thng hiu
Khi nim thng hiu c a vo Vit nam cha lu ng thi
thc v vai tr ca n trong tin trnh ton cu ho ca ngi tiu dng ln
nh sn xut vn cn cha cao.
Theo kt qu iu tra ca hng Vit Nam cht lng cao nm 2006, t
l cc yu t la chn ca ngi tiu dng khi mua hng nh sau:
Chuyn tt nghip 53

th 3: Yu t chn la ca ngi tiu dng khi mua hng

Nh vy, cht lng vn l s la chn hng u (35,29%) khi quyt

nh mua hng ca ngi tiu dng. Phn phi chim v tr th 2 vi 23,74%
trong tng s bu chn. Tip theo l gi c, n tng thng hiu, mi v
cui cng l tip th vi t l la chn l 3,94%. iu ny cho thy ngi tiu
dng Vit Nam vn cha nh gi cao vai tr ca thng hiu, dn n cc
nh sn xut ni chung v cn b cng nhn Cng ty c tm l th vi vic
xy dng thng hiu. Tuy nhin xu hng trong tng lai th vic xy dng
thng hiu l vic lm cn thit, m bo cho s pht trin lu di ca mi
doanh nghip
2.3.3.4 Cha c phng Marketing c lp
- Hin nay cng ty cha c mt phng marketing c lp m vn phi ph
thuc vo phng k hoch tiu th. Ton b vic iu tra nhu cu th trng,
xy dng k hoch, pht trin sn phm mi ra th trng, xy dng thng
hiu... u do phng k hoch tiu th thc hin trong khi chc nng ca
phng k hoch tiu th theo ng ngha ch thc hin mng tiu th thnh
phm lm cho chc nng chng cho v hot ng khng hiu qu.
Chuyn tt nghip 54

CHNG III:
MT S XUT XY DNG V PHT TRIN THNG
HIU SN PHM RU VODKA

3.1 Thnh lp phng Marketing c lp qun tr nhn hiu

- Ti sn ln nht m doanh nghip cn c lm ra li nhun l khch

hng, nhng ngi m vi s sn lng chi tr ca mnh mi to ra c
doanh thu cho doanh nghip. Mt dy chuyn cng ngh hin i, mt b
my nhn lc hon ho, mt lng vn hng mnh, mt h thng s sch k
ton hiu qu v.v... cng s khng c l do tn ti nu khng c khch hng.

Marketing l ngun gc ca vic to ra v gi mt khch hng. Ch c

marketing l b phn duy nht tip cn trc tip vi khch hng v bin
mun, mong i ca khch hng thnh sn phm, dch v tho mn nhu
cu khch hng. Marketing cng l b phn v cng quan trng ca doanh
nghip, thng qua cc hot ng nghip v ca mnh to ra nhng gi tr gia
tng khc bit so vi cc sn phm dch v ang c trn th trng i vo
nhn thc ca khch hng vi hnh nh thng hiu ca doanh nghip.

Do vy, pht trin thng hiu, phng marketing ca cng ty phi l n

v chu trch nhim chnh. S tin b ca cng ngh, p lc cnh tranh ton
cu, s d tha ca nng lc sn xut ton cu cng khin cho thng hiu c
mt ngha c bit trong tn ti v to ra li nhun. V trng trch khng
ai khc hn ngoi b phn marketing phi nhn lnh "to ra v gi tng
khch hng mt".
- Hin nay ti cng ty, vic phng k hoch tiu th kim lun c hot ng
marketing cho sn phm Vodka lm cho hot ng Marketing mix to
dng gi tr thng hiu cho sn phm Vodka km hiu qu mc d hot ng
Chuyn tt nghip 55

ca phng k hoch tiu th l mt phn hot ng ca marketing nhng vic

khng chuyn mn ho trong cng vic c th lm cho tt c cc hot ng
m phng k hoch tiu th phi lm s khng em li kt qu cao. Chnh v
vy, vic thnh lp phng Marketing l mt vic lm cn thit m bo s
chuyn mn ho trong cng vic, tng hiu qu hot ng ca tng b phn,
m bo cho s pht trin thng hiu Vodka H ni trn th trng.
- Nhim v ca phng Marketing:
Lp k hoch Marketing.
Ln mt chin dch truyn thng
Xy dng, t chc thc hin v nh gi mt chng trnh khuyn mi.
T vn thit k, in n catalogue, brochure, poster, leaflet, name card...
Cung cp cc vt phm qung co, qu tng khuyn mi theo yu cu.
T chc hi ngh khch hng
Thit k dn dng gian hng hi ch.
Xy dng v qung b website.
Xy dng v nh bng thng hiu.
- Vi quy m cng ty v v th ca sn phm Vodka trn th trng hin nay
c th d kin s lng nhn s cho phng Marketing l 7 ngi gm 1
trng phng, 1ph phng v 5 nhn vin
- Yu cu chung: tt nghip i hc chuyn ngnh qun tr kinh doanh hoc
marketing
Vi trng phng v ph phng
C kh nng hoch nh, lp, trin khai v nh gi chin lc
Marketing cho mt thng hiu.
C kh nng phn tch v a ra cc gii php v th trng.
C kh nng xy dng, t chc cc s kin v cc chng trnh qung
co cho thng hiu.
C kh nng phn tch bo co, s l s liu v thuyt trnh tt.
Chuyn tt nghip 56

Vi nhn vin Marketing: tu tng v tr m nhim m c yu cu ring.

Phng Marketing ca cng ty nn chia ra cc b phn: ph trch v nghin
cu th trng, ph trch PR, ph trch dch v khch hng. Vi nhn vin
nghin cu th trng i hi phi chu o, chnh xc, nhy bn, kh nng
phn tch s liu a ra cc d bo th trng. Vi nhn vin ph trch PR
i hi kh nng sng to trong cng vic, kh nng to cc mi quan h tt.
Vi nhn vin ph trch dch v khch hng i hi phi nm vng mi quan
h vi cng chng, kh nng giao tip tt.
Trng phng : chu trch nhim chnh v vic lp k hoch xy dng
thng hiu Vodka v k hoch marketing cho sn phm ph hp k hoch
pht trin chung ton cng ty, c quyn quyt nh mi vic trong phm vi
chu trch nhim, chu trch nhim chung v cng vic trc hi ng qun tr
cng ty.
Ph phng: xy dng ngun khch hng, kim tra, gim st v n c
cc b phn hon thnh cng vic, chu trch nhim trc gim c v hi
ng qun tr v cng vic mnh ph trch. Thay gim c iu hnh ton b
khi gim c i vng, c quyn quyt nh nhng cng vic trong thm
quyn ca mnh.
Cc b phn c nhim v thc hin cng vic m trng phng giao ph ng
thi c nhim v bo co cc kt qu cng vic, chu trch nhim v kt qu
cng vic trc trng phng. Cc b phn cng cn c s trao i thng
tin thng xuyn vi nhau, phi hp hon thnh cng vic.
- C s vt cht cn trang b: my vi tnh cho trng, ph phng v nhn vin;
my in; my photo v mt s trang thit b vn phng khc.
- Chi ph thnh lp phng Marketing: chi ph mua trang thit b, chi ph tr
lng cho nhn vin, chi ph o to v cc chi ph khc.
Chuyn tt nghip 57

3.2 Nng cao nhn thc v thng hiu

- y l mt trong cc bin php m cng ty a ra pht trin thng
hiu cho cng ty v Cng ty cng c ngi i tham d mt kho hc v
thng hiu do Tng cng ty t chc trong nm 2007. Tuy nhin lp hc ny
ch din ra trong mt ngy v tht s cha cung cp thng tin cn thit cho
cn b, nhn vin cng ty trong vic thay i nhn thc v thng hiu. Kho
hc mi ch cp v vai tr ca xy dng thng hiu trong tin trnh hi
nhp nhng cha hng dn lm th no xy dng mt thng hiu mnh
v thnh cng. Mt khc cng ty cng cha c s ch trng nht nh n vic
a ngi c vai tr trong xy dng thng hiu i hc lp tp hun m vic
ly ngi cn tu tin.
- nng cao nhn thc v thng hiu cho cn b cng nhn vin, cng ty
trc tin phi xc nh c mt b phn chu trch nhim v vn thng
hiu ca cng ty lm i tng tham gia kho hc.
tui: nam di 45, n di 40
Trnh : t i hc tr ln, tt nghip cc trng i hc khi kinh t.
y l c s cho vic tp hun c thun tin hn v khi c kin thc cn
bn v thng hiu th vic ging dy s d dng hn, vic tip thu cng
nhanh hn. Mt khc ngi ph trch thng hiu ca cng ty i hi c tm
nhn chin lc, t duy nhy bn vi thi th nn i hi phi c trnh hc
thc nht nh.
S lng: 5 ngi bao gm: Gim c v ph Gim c kinh doanh,
trng phng Marketing, ph phng Marketing, trng phng k hoch
tiu th
Thi gian hc: 10 bui. Cng ty cn ch ng trong vic m cc lp hc
v thng hiu m khng cn theo s sp xp ca Tng cng ty c th
ch ng hn.
Ging vin: Cng ty nn mi cc ging vin chuyn v Marketing cc
trng i hc khi kinh t nh trng H Kinh t Quc dn, Ngoi
Chuyn tt nghip 58

Thng... hay cc chuyn gia cc trung tm t vn v Marketing

ging dy. Cc ging vin hay chuyn gia cn c s tm hiu nht nh v
thc trng xy dng v pht trin thng hiu dng sn phm Vodka ca
cng ty, c s hiu bit nht nh v v th ca cng ty cng nh ca cc
i th cnh tranh trn th trng m bo cho kho hc st thc,
ngha khng mang tnh l thuyt.
Hnh thc hc: hc l thuyt kt hp tho lun
Phng tin h tr: my tnh, my chiu, mn chiu
Thi gian hc: khong thi gian sau tt do y l thi gian th trng ru
khng si ng, sn xut mc va phi.
Ni dung hc:
o Tm hiu v chin lc v cc cch xy dng chin lc trong ngn
hn, trung hn v di hn (2bui)
o Tm hiu v thng hiu ni chung, cc yu t cu thnh thng hiu,
chc nng ca thng hiu v vai tr ca thng hiu trong qu trnh hi
nhp kinh t ton cu i vi doanh nghip v i vi ngi tiu dng (2
bui)
o Cc phng php xc nh thng hiu (1 bui)
o Nhng vn doanh nghip cn quan tm xy dng thng hiu
Vodka H ni thnh thng hiu mnh bao gm vic tm hiu v
Marketing mix (1bui); cc cch xy dng mt chin lc pht trin
thng hiu: t vic nghin cu th trng, la chn m hnh thng
hiu n nh v thng hiu (2 bui) ; thit k thng hiu t logo,
slogan, mu sc, kiu dng thit k, bao b, mi v (1 bui); ng k
thng hiu (1 bui)
Trong qu trnh hc cn kt hp gia ging l thuyt v tho lun lin h thc
tin Cng ty c th tm ra nhng im t c v cn tn ti pht huy
cng nh khc phc, iu chnh kp thi
Chuyn tt nghip 59

Yu cu sau kho hc: cc hc vin phi nm vng ni dung kho hc, lin
h thc tin c th xy dng mt chin lc pht trin thng hiu
trong di hn, trung hn v hng nm cho sn phm Vodka.
Chi ph cho kho hc bao gm: Chi ph cho ging vin, chi ph cho phng
tin h tr ging dy, chi ph thu a im ging dy.
3.3 Tip tc pht huy hiu qu ca cng tc chng hng nhi, hng gi
Trong nhng nm gn y cc hng nhi, hng gi sn phm Vodka
cng ngy cng nhiu, kh kim sot v hot ng cng tinh vi hn. Nguyn
nhn l do bin ng v mc tiu th sn phm Vodka c bit l Vodka xanh
ca cng ty tng nn mt s loi ru nhi, gi sn phm la mi, np mi,
chanh sc tiu th chm nn cc n v sn xut ru gi, nhi chuyn sang
sn xut ru Vodka. Bn cnh , sn phm ru mang nhn hiu Vodka rt
kh x l v cc n v sn xut ru Vodka mang nhn hiu tng th, mu
sc nhn thong qua th thy ging nhng khi xem xt k th khng vi phm
(v ch Vodka khng c bo h).
Nh vy vn chng hng nhi, hng gi l mt vn quan trng
cn tin hnh lin tc, thng xuyn nhm bo v thng hiu Vodka, trnh
ngi tiu dng s dng hng gi s c n tng khng tt v sn phm.
T chng hng gi ca cng ty ngoi vic phi hp vi cc c quan
chc nng ca Nh nc cn phi hp hn na vi cc i l trong cng tc
phng chng hng nhi, hng gi. Ngoi vic cng c quan chc nng iu
tra, pht hin cc n v vi phm cn cn ch ng trong vic kim tra t
xut cc i l ca Cng ty, x l nghim cc trng hp vi phm ngn
chn vi phm.
h tr cho cng tc phng chng hng nhi, hng gi th Cng ty
cn cn to ro cn cho vic sn xut hng nhi, hng gi trong vic ng k
bo h v thit k bao b, kiu dng sn phm to s khc bit v i mi
thng xuyn.
Chuyn tt nghip 60

3.4 Quan tm n vic thit k kiu dng v bao b sn phm

- Ngy nay cng nhiu sn phm c by bn theo phng thc t chn
trong cc siu th v vy bao b phi thc hin nhiu cng vic bn hng, phi
thu ht s ch n hng, m t cc tnh cht ca hng, to nim tin cho
ngi tiu th v gy n tng thun li ni chung. C th ni vic ng gi
bao b tr thnh cng c marketing c lc cho doanh nghip.
- Bn cnh , mc sng ngy cng tng ca ngi tiu th lm cho h sn
lng tr nhiu tin hn mt cht cho s tin li, dng bn ngoi p, tin
cy v v lch s ca bao b hon ho hn.
- Nhn hng ngy cng tr nn quan trng hn i vi ngi tiu dng bi
cc chc nng ca n trong vic gip nhn din c sn phm hay thng
hiu, ch r phm cp, m t sn phm v qung b sn phm.
Xut pht t nhng c s trn, cng ty cn phi c b phn thit k kiu
dng sn phm, nhn mc bao b sn phm Vodka sao cho m bo c vic
thu ht khch hng, to s phn bit vi i th cnh tranh. y cng l mt
cch lm hiu qu khi m sn phm ru Vodka ni ring, ru ni chung b
quy nh kht khe trong vic qung co.
Vic thit k k bao b cn lm c trnh t, bi bn v cn tin hnh
theo thi gian v nhn hng thng thng sau mt thi gian no s tr nn
li thi v cn i mi.
Khi thit k bao b cn phi c cc quyt nh v cc yu t ph ca
vic ng gi: kch thc, hnh dng, vt liu, mu sc, ni dung trnh by v
du hiu ca thng hiu. Cc yu t khc nhau ca bao b phi hi ho vi
nhau v cc yu t bao b cng phi hi ho vi cc quyt nh v gi, qung
co, v cc yu t marketing khc.
Sau khi thit k xong, bao b cn phi c th nghim: th nghim
k thut phi m bo bao b c th chu ng c cc iu kin bnh
thng; th nghim th gic phi m bo ch vit d c v mu sc hi
ho; th nghim v nh kinh doanh phi m bo cho cc nh kinh doanh
Chuyn tt nghip 61

u thy bao b hp dn v d bo qun; cui cng l th nghim vi ngi

tiu th m bo ngi tiu dng ng .
Vic tht k bao b cho sn phm Vodka c th do b phn ca phng
Marketing kt hp vi phng k thut cng ngh thc hin m bo cho
bao b p ng c tt c cc yu cu trn.
3.5 S dng Website xy dng thng hiu sn phm Vodka H ni
Website ngy nay c th lm tt c hot ng xy dng thng hiu
nh trng by sn phm v h thng nhn din thng hiu, nhng dch v h
tr khch hng bt k u v bt k lc no. Vi internet, thng hiu s
em li nhiu tin ch hn cho khch hng, gip thc hin nhng gi tr cam
kt v dch v, s tin li, nhanh chng mt cch hiu qu nht.
Nh phn tch trn Cng ty vn cha s dng ht cng dng ca
Website trong qung b thng hiu Vodka v vy Cng ty cn c s thay i
hnh nh ca chai ru vang trang ch bng hnh nh chai Vodka ng thi
chuyn v tr sn phm Vodka ln trc sn phm la mi, np mi khng
nh v tr ca sn phm Vodka. Cng ty cng cn c thm thng tin v sn
phm Vodka nh: lch s v dng ru Vodka, cc thng tin qung b v v
tr ca sn phm trong c cu sn phm ca Cng ty, nhng mu chuyn v
ru Vodka...
Cng ty cn thng xuyn cp nht thng tin ln Website nh cc gii
thng t c, cc bi bo v Cng ty, v sn phm ... gip khch hng
bit c l mt Website ang hot ng, thng xuyn i mi. Cng ty
c mt b phn bn tp ch Ung nn c th tranh th vit bi c trn bo
vit v Website ca cng ty m rng i tng bn c. Cng ty cng nn
cp nht cc thng tin theo thi gian v sn phm Vodka nh sn lng trong
thng, s lng dnh cho cc i l trong thng v cc thng tin khc lin
quan nhm bin Website ca cng ty tr thnh mt cng c bn hng hu hiu
v l mt pht ngn vin 24/7/365. Cc i l v khch hng ca cng ty c
th s dng Website nh mt dch v h tr trong vic tm kim thng tin lin
Chuyn tt nghip 62

quan, v d khch hng c th nhn c ti liu phn bit hng tht, hng gi
ti ngay trang Web hay cc i l c th tm hiu thng tin tr thnh i l
ca Cng ty...
Mt iu m cng ty cn quan tm l thng xuyn kim tra tc truy cp
ca trang Web, vic s dng cc tin ch ca trang Web trnh cc li khng
ng c xy ra nh khng truy cp c hay hnh nh khng hin ln
m rng khch hng truy cp trang web Cng ty cn m nhiu
ng link n cc trang Web khc cng nh t cc trang Web khc v trang
Web ca cng ty.
Phi m bo vic s dng trang Web nh mt cng c thng mi in t
phc v cho vic qung b sn phm Vodka ni ring, thng hiu cng ty
ni chung. C th coi trang Web l din mo ca Cng ty l i din cho
thng hiu.
3.6 Quan tm hn n ngi tiu dng cui cng
- Mt trong nhng tn ti ca cng ty l ch mi c nhng chnh sch vi cc
i l m cha h c mt chnh sch no quan tm n ngi tiu dng. Cng
ty thc hin mua bn t on vi cc i l do coi i l l khch hng
ca cng ty v cho i l trc tip nh gi vi ngi tiu dng cui cng.
Nh vy Cng ty ang thc hin chin lc y - chin lc vn ti ngi
tiu dng cui cng bng vic y sn phm qua cc cp knh phn phi. V
trong mi quan h khng trnh khi nhng xung t xy ra v c th dn
n vic cc i l c c quyn lc v v th ngy cng mnh hn trong
vic m phn cc iu kin thng mi vi Cng ty nh i hi v chit
khu, hoa hng, khuyn mi, qu tng v gim gi, thanh ton chm...Mt
cch Cng ty ginh li quyn lc l phi to dng thng hiu mnh v p
dng song song chin lc ko vi chin lc y, ngha l tp trung nhng
n lc tip th vo ngi tiu dng cui cng, to sc p ngc li i vi cc
i l phi tch tr v bn sn phm ca Cng ty.
Chuyn tt nghip 63

- Trc tin trnh trng hp khch hng mua sn phm Vodka vi gi c

khng ph hp gy nh hng n hnh nh cng ty v cc i l t nh gi
sn phm, cng ty c th in gi bn l quy nh vi ngi tiu dng cui cng
ln trn nhn sn phm gip khch hng c th mua sn phm vi gi phi
chng, qua c nh gi ng hn v sn phm.
- Do kh khn trong vic qung co nn cng ty c th chn bin php l bn
hng trc tip c th tip xc vi ngi tiu dng. Cng ty c th c nhn
vin mc ng phc ca cng ty ph trch khu vc trng by sn phm Vodka
ca Cng ty ti cc siu th c th gii thiu vi ngi tiu dng v sn
phm Vodka cng nh v hnh nh cng ty.
Bn cnh cng ty c th o to c bi bn cho i ng bn hng
ca hng gii thiu sn phm t thi khi tip xc vi khch hng n vic
gii p nhng thc mc ca khch hng, c bit l tm hiu nhu cu ca
khch hng. Hin nay i ng bn hng ca cng ty vn cha c o to k
cng, mt khc mi ln tham gia hi ch cng ty li phi i thu ngi v mt
mt khon chi ph o to cng nh tr lng trong nhng ngy hi ch cho
lng nhn vin i thu . iu ny lm tn mt khon chi ph nht nh m
li khng cn thit. Cng ty nn chn la i ng bn hng sau o to
kin thc v k nng v: sn phm, kinh doanh, khch hng, giao tip cho h
h ph trch chuyn nghip vic bn hng ca cng ty cc ca hng gii
thiu sn phm. n thi im cng ty tham gia cc t hi ch th s dng
trc tip i ng ny ph trch gian hng. Nh vy cng ty c th tip xc
vi khch hng mt cch tt nht v thu thp thng tin hiu qu hn.
- Cng ty c th phi hp vi cc i l trong vic tip xc vi khch hng v
i l l lc lng tip xc trc tip vi khch hng nn cng ty c th lm
vic vi cc i l cc i l c th l t chc i din v i ng cho
hng ca mnh.
Cng ty c th cung cp thng tin cho cc i l v:
Chuyn tt nghip 64

+ Sn phm Cng ty
+ Cc hot ng m Cng ty mong mun i l thc hin phc v cho
mc tiu ca Cng ty.
+ K nng t chc, qun l bn sn phm Cng ty
Tuy nhin, Cng ty phi nhn thc c rng, cc i l l mt ch th
c lp. i l khng phi l nhn vin Cng ty do khng th i hi nh
i vi nhn vin. i l khng ch bn sn phm ca Cng ty do khng
th p buc i l quan tm ti sn phm ca mnh u tin. Cng ty ch c
th dng nhng khuyn khch i vi cc i l i l quan tm n sn
phm cng ty v phc v khch hng c tt nht.
3.7 p dng h thng qun l cht lng khng ngng nng cao cht
lng sn phm
Ngy nay vai tr ca cht lng sn phm ngy cng c ngi tiu dng
quan tm v nh gi cao, l mt trong cc tiu ch m ngi tiu dng lm
cn c la chn khi quyt nh mua mt sn phm. V vy vn cht
lng cn c cc doanh nghip quan tm v c nhng chnh sch nht nh
i vi vic bo m cht lng sn phm. Mt trong cc bin php l
vic p dng mt h thng qun l cht lng theo tiu chun chung.
Cng ty c phn Cn - Ru H ni t c nhiu gii thng ni chung
v gii thng v sn phm Vodka ni ring v vy c th ni sn phm
Vodka to c ch ng nht nh i vi ngi tiu dng. y l mt
th mnh ca Cng ty v vy Cng ty cn khng ngng nng cao hn na cht
lng sn phm ru Vodka c th phc v i tng tiu dng mt cch
tt nht.
Hin nay Cng ty cha p dng bt k mt h thng qun l cht lng no
trong qun tr cht lng trong khi y li l mt yu cu i bt thnh vn
ca ngi tiu dng i vi cc sn phm. Khi mt sn phm trn th trng
c p dng mt h thng qun l cht lng s to s an tm cho khch
Chuyn tt nghip 65

hng mc d thc t s chng nhn v qun l cht lng sn phm ch l

s chng nhn v mt qun l qu trnh.
- Theo Kaoru Ishikawa: qun l cht lng l hot ng nghin cu, trin
khai, thit k sn xut v bo dng sn phm c cht lng, kinh t nht, c
ch nht cho ngi tiu dng vo tho mn nhu cu ca h.
Theo ISO 9000: Qun l cht lng l hot ng c chc nng qun l chung
nhm mc ch ra chnh sch, mc tiu, trch nhim v thc hin chng
bng cc bin php nh hoch nh, kim sot, m bo v ci tin cht lng
trong khun kh mt h thng cht lng.
- Hiu v h thng qun l cht lng, theo ISO 9000: H thng qun l cht
lng l h thng qun l ch o v qun l mt t chc v mc tiu cht
lng.
- Vic p dng h thng qun l cht lng c mt vai tr quan trng vi
Cng ty:
m bo cht lng sn phm, dch v tho mn cc yu cu ca khch
hng.
Duy tr cc tiu chun m t chc t c.
Ci tin tiu chun trong nhng lnh vc cn thit.
Kt hp hi ho chnh sch v s thc hin ca cc b phn phng ban
Ci tin hiu qu.
To s n nh v gim thiu s bin ng.
Loi b s phc tp v gim thi gian x l.
Quan tm n cht lng.
m bo sn phm, dch v c cung ng ng thi gian.
Gim chi ph hot ng
 Chuyn tt nghip 66

- Vi c im ngnh ngh kinh doanh ca Cng ty hin nay cng nh c

im sn phm Vodka Cng ty nn p dng h thng qun l cht lng ISO
9000:2000. Vic p dng h thng ny gip Cng ty:
Cung cp nhng sn phm tt.
Tng nng sut v gim gi thnh.
Tng kh nng cnh tranh.
Tng uy tn v cht lng.
M HNH 4: QUN L CHT LNG THEO ISO 9000

Ci tin lin tc ca h thng

qun l cht lng

K K
H Trch nhim H
lnh o T
C H C
H Y O H
Qun l o lng, phn
H U ngun lc tch, ci tin MH

N C N N
G G
U Thc hin Sn
sn phm phm

- Vic p dng h thng ISO 9000 do phng KCS m nhim. Trng phng
cn ln k hoch cho vic xy dng v p dng h thng c v c s vt cht
v ngun lc con ngi. Cn t chc cc bui hc v vai tr ca cht lng
 Chuyn tt nghip 67

sn phm cng nhu vic qun l cht lng sn phm Vodka i vi Cng ty
ni chung v vic xy dng thng hiu cho sn phm Vodka ni ring, quy
trnh xy dng v p dng ISO 9000 cho cc nhn vin ca phng. Cng vic
ny cn tin hnh sm v nhanh chng c th tng sc cnh tranh cho sn
phm Vodka trn th trng, ph hp xu th chung.
- Vic p dng ISO 9000: 2000 bao gm cc bc:
S 4: CC BC XY DNG V P DNG ISO 9000:2000

1.Quyt nh
ca lnh o

2.T chc ngun lc v xy dng k hoch

3.Phn tch thc trng hot ng ca Cng ty

4. Xem xt v xy dng cc yu cu

5.La chn t 7.Xy dng h thng ti liu ca 6.nh gi

chc nh gi h thng qun l cht lng ln u

8.Trin khai vn hnh h thng

9. nh gi s ph hp

10.Chng nhn s ph hp
theo ISO
 Chuyn tt nghip 68

Nh vy vic p dng h thng qun l cht lng ISO 9000 khng phi l mt
vn n gin, n i hi s phi hp ca tt c cc phng ban v cc b phn
ng thi cn c s chun b k cng. Tuy nhin y l mt vic lm cn thit v
cn tin hnh sm to c s cho vic nng cao v tr thng hiu sn phm
Vodka trn th trng
Chuyn tt nghip 69
Chuyn tt nghip 70

KT LUN

Trong bi cnh hin nay, mc d theo s liu iu tra ca hng Vit

nam cht lng cao th t l ngi tiu dng c quyt nh mua hng da trn
la chn v thng hiu l khng cao, nhng xu th trong tng lai th y
li l iu tt yu. Thc t cho thy ngy cng c rt nhiu cc Cng ty cnh
tranh nhau trong cng mt lnh vc tn ti, do ngi tiu dng mun c
mt s an ton trong quyt nh mua hng s chn la sn phm ca nhng
cng ty c thng hiu trn th trng.
Cng ty c phn Cn - Ru H ni c lch s pht trin trn 100
nm nhng trc y l doanh nghip Nh nc, b ng trong sn xut kinh
doanh, by gi mi chuyn sang c phn ho th vic gy dng thng hiu
cho sn phm l vic lm cn thit. Cng ty cng ang phi i mt vi mt
thc t l cc doanh nghip nc ngoi v sn xut ru c cht lng v gi
thnh r s u t vao Vit nam khi m trong mt vi nm na s bo h ca
Nh nc vi mt hng ru khng cn hiu lc.
Chnh v vy ngay t by gi khi Nh nc ang c chnh sch bo h
cho sn phm ru th Cng ty cn tranh th to cho mnh mt v th vng
chc trn th trng, sn sng cho cuc cnh tranh sp ti. V lm c
iu Cng ty cn tm cho mnh mt chin lc pht trin thng hiu ng
n vi mt vi sn phm nht nh lm nng ct. Xut pht t thc t nng
lc Cng ty v ngha ca sn phm Vodka trong c cu sn phm ca Cng
ty th chin lc thch hp nht trong giai on hin nay to dng thng
hiu Cng ty l tp trung vo xy dng v pht trin thng hiu cho sn
phm ru Vodka. y s l tin v c s cho vic pht trin thng hiu
cho cc sn phm khc v quan trng hn l thng hiu ca cng ty - mt ti
sn v hnh nhng rt c gi tr
Chuyn tt nghip 71

DANH MC BNG, TH , S , M HNH

Bng 1: Danh mc sn phm v c im sn phm.........................................5
Bng 2: H thng i l cc khu vc qua mt s nm......................................7
Bng 3: C cu nhn lc ca cng ty nm 2006...............................................9
Bng 4: Lng bnh qun ca cng ty t nm 2004-2006..............................11
Bng 5: Thu tiu th c bit p dng cho mt hng ru............................11
Bng 6: Kt qu kinh doanh nm 2006............................................................14
Bng 7: Kt qu kinh doanh t nm 2003-2006..............................................15
Bng 8: Bao b sn phm Vodka ca Cng ty.................................................27
Bng 9: Gi bn sn phm ru Voka.............................................................40
th 1: C cu sn phm ................................................................................6
th 2: C cu lao ng TT-GT....................................................................10
th 3: Yu t la chn ca ngi tiu dng khi mua hng.........................53
S 1: Quy trnh sn xut ru mi..............................................................19
S 2: Cu trc thng hiu ngun..............................................................34
S 3: Quy trnh sn xut ru Vodka.........................................................39
S 4: Cc bc xy dng v p dng ISO 9000.........................................65
M hnh 1: Chin lc t tn cho thng hiu..............................................34
M hnh 2: Chng trnh Marketing hn hp.................................................37
M hnh 3: Knh phn phi sn phm Vodka.................................................42
M hnh 4: Qun l cht lng theo ISO 9000................................................64
Hnh nh 1: Logo cng ty..................................................................................2
Hnh nh 2: Ru Vodka v Vodka xanh...................................................28
Hnh nh 3: Ru np mi v ru anh o................................................... 29
Chuyn tt nghip 72

DANH MC TI LIU THAM KHO

1.To dng v qun tr thng hiu danh ting v li nhun. Vin nghin
cu v o to v qun l. Nh xut bn Lao ng v x hi 2003
2. nh v: trn chin v tr lc ngy nay. Tc gi: ALRIES and JACK
TROUT, dch gi T TC. Nh xut bn Thanh nin nm 2004.
3. nh v Thng hiu. Tc gi: TS Dng Ngc Dng, TS Phan nh
Quyn. Nh xut bn Thng k nm 2005.
4. Xy dng v pht trin thng hiu. Bin son: L Xun Tng. Nh xut
bn Lao ng X Hi nm 2005
5. Trang Web ca Cng ty: Http:// www.halico.com.vn/
6 . Tp ch ung Vit Nam - s 15/7/2006.
7. "Marketing cn bn" - Philip Cotler. NXB: Thng k, nm 1997.
8. "Ru H Ni 50 nm - mt chng ng khi phc v pht trin" - Tp ch
- Nm 2004.
9. "Phng n c phn ha - Cng ty TNHH MTV Ru H Ni thnh Cng ty
c phn Cn Ru H Ni" - ti liu tm tt
10. "100 nm vi Ru H ni" - nm 1998
11. "Bo co tng kt cng tc sn xut - kinh doanh nm 2006 v phng
hng nhim v 2007".
12. Lun vn 44-13/QTKDCN: Xy dng v pht trin thng hiu ti cng ty
bnh ko Hi H
Chuyn tt nghip 73

MC LC

DANH MC BNG, TH, S , M HNH

LI M U
CHUNG I: TNG QUAN V CNG TY C PHN CN - RU H
NI ......................................................................................................................... 3
1.1 S hnh thnh, pht trin v c im kinh t k thut ch yu .................. 3
1.1.1Thng tin chung v cng ty.................................................................... 3
1.1.2.Qu trnh ra i v pht trin ca cng ty............................................. 4
1.1.3. c im kinh t k thut ch yu ca doanh nghip ......................... 6
1.1.4.Mi trng kinh doanh .............................................12_Toc164665585
1.2. nh gi tng qut tnh hnh hot ng ca cng ty ................................ 15
1.3.C cu sn xut ca cng ty ....................................................................... 17
1.3.1.B phn sn xut chnh .............................................17_Toc164665590
1.3.2.B phn sn xut ph tr .................................................................... 20
1.3.3.B phn phc v.................................................................................. 20
1.4. C cu t chc b my qun tr ................................................................ 20
1.4.1.B my qun tr ................................................................................... 20
1.4.2.Cc phng chc nng .......................................................................... 20
CHNG II: THC TRNG XY DNG V PHT TRIN THNG
HIU SN PHM RU VODKA CNG TY C PHN CN-RU
H NI ................................................................................................................ 22
2.1 Cc yu t cu thnh thng hiu sn phm ru Vodka ca Cng ty ..... 22
2.1.1 Tn thng hiu .................................................................................. 24
2.1.2 Biu tng ( logo) ............................................................................... 25
2.1.3 Khu hiu ( slogan) ............................................................................. 26
2.1.4 Bao b sn phm .................................................................................. 27
2.1.5 Kiu dng thit k ............................................................................... 29
2.2. Hot ng xy dng v pht trin thng hiu ca cng ty ..................... 30
2.2.1nh hng pht trin chung ca doanh nghip trong nhng nm ti30_Toc164
2.2.2 Chin lc t nhn hiu cho sn phm ru Vodka ca Cng ty ... 34
Chuyn tt nghip 74

2.2.3 Hot ng bo h nhn hiu hng ho cho sn phm ru Vodka .... 35

2.2.4 S dng Website qung b thng hiu cho sn phm Vodka .......... 36
2.2.5Hot ng Marketing mix to dng gi tr thng hiu ca cng
ty .........................................................................................37_Toc164665615
2.3 Nhn nh chung v qu trnh xy dng v pht trin thng hiu sn
phm ru Vodka cng ty ................................................................................ 46
2.3.1 Nhng thnh tu t c.........................................46_Toc164665621
2.3.2 Nhng vn cn tn ti .................................................................... 49
2.3.3 Nguyn nhn ca nhng tn ti .......................................................... 50
CHNG III: MT S XUT XY DNG V PHT TRIN
THNG HIU SN PHM RU VODKA ................................................ 54
3.1 Thnh lp phng Marketing c lp qun tr nhn hiu ....................... 54
3.2 Nng cao nhn thc v thng hiu .......................................................... 57
3.3 Tip tc pht huy hiu qu ca cng tc chng hng nhi, hng gi ........ 59
3.4 Quan tm n vic thit k kiu dng v bao b sn phm ........................ 60
3.5 S dng Website xy dng thng hiu sn phm Vodka H ni ....... 61
3.6 Quan tm hn n ngi tiu dng cui cng ........................................... 62
3.7 p dng h thng qun l cht lng khng ngng nng cao cht
lng sn phm...............................................................................................63
KT LUN
DANH MC TI LIU THAM KHO