K hoch marketing tr tho mc Dr.Thanh

K hoch marketing tr tho mc Dr.Thanh 2015

PH LC

I. Tm lc:

1. Li m u

2. Gii thiu tn sn phm

II. Phn tch bi cnh th trngA. Mi trng v m

1. Nhn khu

2. Kinh t

3. T nhin

4. Cng ngh

5. Mi trng

B. Mi trng vi m1. Mi trng cng ty

2. Trung gian marketing

3. Khch hng

4. i th cnh tranh

5. Cng chng

C. Th trng mc tiu

III. Phn tch SWOT

1. im mnh- im yu

2. C hi _ thch thc

IV. MC TIU MARKETING1. Phn khc th trng

2. nh gi , la chn th trng mc tiu

V. Chin lc marketing hn hp

1. Sn phm

2. Gi

3. Phn phi

4. Xc tin hn hp

VI. Thc hin marketing

1. Chng trnh hnh ng

2. D tr kinh ph

VII. Kim tra

VIII. nh gi

IX. Kt lun

I. TM LC1. Li m u

Trong thi bui kinh t th trng ang pht trin mnh m, lm cho mt doanh nghip sng st v vng mnh l mt iu v cng kh khn. N i hi nhng ngi lnh o khng ch mt u c tnh ton, mt tr phn on thin ti m cn l s quyt on. Trong mt tch tc no , thay i kp thi s mang li cho ta tt c hoc khng g ht. V trong s thnh bi ca mt doanh nghip th nhng k hoch marketing s dn ng cho chng ta tin n thnh cng. N c th a ta n nh cao hoc dm ta xung tn y trong thi bui cnh tranh khc lit ny. Chnh v vy m mi doanh nghip u c gng tm kim cho mnh mt chin lc, k hoch marketing ph hp. V Tn Hip Pht khng phi ngoi l. L mt doanh nghip hi vin ca hip hi ru bia v nc gii kht Vit Nam,Tn Hip Pht nm gi trong tay rt nhiu thng hiu c ngi tiu dng bit n nh: Tr xanh khng , tr tho mc Dr.Thanh, bia Bn ThnhVi Dr.Thanh, Tn Hip Pht thc hin mt s chin lc Marketing nhm vn ti tr thnh mt thng hiu quc gia, nhc n Tn Hip Pht mi ngi s hnh dung ra ngay mt thng hiu ca ngi Vit Nam.

T nhng vn trn nhm chng ti chn ti : Xy dng bn k hoch marketing cho sn phm tr tho mc Dr.Thanh c th gii thiu cho mi ngi bit n sn phm, cng nh cng dng v tnh nng ca sn phm. Sau y l cc chin lc chnh :

Xy dng chng trnh qung co, khuyn mi c th gii thiu cc c tnh v cng dng ca sn phm Thc hin chin dch khc bit ha sn phm trn th trng

Thc hin cc chng trnh PR, v cng ng cho sn phm, gy thin cm vi ngi tiu dng

2. Sn phm

Tn sn phm: Tr tho mc Dr.Thanh nh v dng sn phm: Tr tho mc Dr.Thanh gip thanh lc c th, khng lo b nng trong ngi, bo v sc khe ca gia nh bn vi mc gi phi chng, dy chuyn cng ngh tin tin v hin i S mnh m tp on Tn Hip Pht t ra l: Kinh doanh cc sn phm tt cho sc khe ngi tiu dng chu vi mi v thch hp v tiu chun Quc t. Phng chm: Hm nay phi hn hm qua nhng khng bng ngy mai Slogan: Thanh nhit c th, khng lo b nng .V l gii th nht "Thanh" y ngha l thanh nhit, thanh khit ng nh cu slogan "thanh lc c th"; th 2 l tn gi trng vi ng ch l Tng gim c Trn Qu Thanh Cng dng v li ch ca sn phm:- y l sn phm i tin phong vi cng dng gip thanh lc v gii nhit c th.- Sn phm ph hp vi phong tc tp qun ung tr ca ngi Phng ng v c th l ngi Vit Nam.- Lm t 9 loi tho mc cung nh, trong c 3 loi c nhp khu t Trung Quc v Hn Quc c tc dng gii nhit, thanh lc c th, c li cho sc khe.II. PHN TCH BI CNH TH TRNGL nhng nhn t v lc lng bn ngoi tc ng n kh nng qun l v tnh hiu qu, hp l ca cc hot ng marketing trong vic nhn dng, xy dng v duy tr cc mi quan h vi khch hng mc tiuA. Mi trng v mBao gm cc tc nhn x hi ln c nhng tc ng ngoi tm kim sot ca doanh nghipA.1: Nhn khuNhn khu l yu t u tin quan trng m bt k nh qun tr marketing cng phi quan tm v nhn khu to ra khch hng cho doanh nghip. Tip cn nhn khu - dn s theo nhng gc khc nhau u c th tr thnh nhng tham s nh hng n quyt nh marketing ca doanh nghip. Bi v , cc tham s khc nhau ca nhn khu u c th to ra s khc bit khng ch v quy m m c v nhu cu.Quy m v tc dn s: L mt kha cnh quan trng ti quy m v nhu cu v l mt li th v tiu dng sn phm. Mc d tc tng dn s gim xung trong nhng nm gn y, nhng v quy m tuyt i hng nm vn cn tng trn di 1 triu ngi, bng vi quy m dn s trung bnh ca mt tnh. Vi quy m gn 86,2 triu ngi, Vit Nam l nc ng dn th 12 trn th gii sau Trung Quc, n , M, Indonesia, Brazil, Pakistan, Bangladesh, Nht BnMt dn s ca Vit Nam t 260 ngi/km2, cao gp trn 5 ln v ng th 41 trong 208 nc v vng lnh th trn th gii; cao gp hn 2 ln v ng th 8/11 nc ng Nam , cao gp i v ng th 16/50 nc v vng lnh th chu . Vit Nam c t l tng t nhin hin mc 1,2%, cao th 8 ng Nam , cao th 32 chu v ng th 114 trn th gii. l kt qu tch cc ca cng tc k hoch ha dn s t kh sm. Dn s ng, li tng ln, nn ngun lao ng vn di do, to p lc cho vic gii quyt cng n vic lm hng nm; trong iu kin quy m kinh t cn thp th nng sut lao ng thp (bnh qun 1 nm lao ng ch t khong 1.959 USD, trong ca nhm ngnh nng, lm nghip - thy sn ch c 821 USD.Li th gi lao ng r ang gim dn, mt khc xt v thu nhp, sc mua c kh nng thanh ton li thp, d pht sinh nh cng, cng nh b kin bn ph gi.C cu dn s c tc ng rt ln n c cu nhu cu ca cc hang ha dch v c th v n c tnh nhu cu. nhng tham s in hnh ca c cu dn s thng c cc nh marketing, c bit l trong lnh vc hng tiu dng, quan tm l: gii tnh v tui tc. T l dn s thnh th ca Vit Nam nu nm 1930 l 7,4%, n nm 1951 l 10,0%, t nm 1976 vt qua mc 20% v n nm 2008 mi t 27,9%, ng th 8 v thp hn t l 39% khu vc ng Nam , ng th 41 v thp hn t l 41% chu v ng th 177 v thp hn t l 49% trn th gii. T l n trong dn s tuy vn cao hn t l nam nhng gim dn, t 52% so vi 48% (nm 1976) xung cn 50,9% so vi 49,1% (nm 2008) v ch yu la tui cao, cn la tui tr (nht l t 20 tr xung) t l n t hn t l nam, tn hiu mt cn bng gii tnh ging nh hin nay Trung Quc.Tc th ha: Tc v tro lu mun tr thnh dn c th v min cng tr thnh dn c th ca Vit Nam trong nhng nm gn y ang tr thnh tc kinh doanh pht t cho nhiu ngnh.A.2: Kinh tNhu cu ca khch hng ph thuc rt ln vo kh nng mua sm ca h trn th trng hng hng ha tiu dng, kh nng mua sm ph thuc rt ln vo thu nhp ca dn c, mc giTrn th trng hng t liu sn xut, kh nng mua sm ph thuc vo quy m vn u t v kh nng vay n. M thu nhp ca ngi tiu dng Vit Nam hin nay do cc ngun sau em li: tin lng, thu nhp ngoi lng, thu nhp t li sut tit kim,thu nhp t bn sn phm.

S chnh lch v sc mua gia cc tng lp dn c l rt ln, s chnh lch ny cn din ra gia thnh th v nng thn , ng bng v min ni, vng su vng xa. Mc thu nhp ca thnh ph hin nay chnh lch so vi nng thn t 5 -7 ln, trong khi 80% dn s Vit Nam l nng thn. Trnh tiu dng ca b phn dn c ny vn ch yu l cc hng ha n gin, ph thng, r tin. cng l kha cnh m cc nh qun tr marketing phi quan tm khi mun tham gia vo on th trng ny.

A.3: T nhin

Dng 1: Nguyn liu chnh dng sn xut tr Dr.Thanh gm cc loi tho mc nh: kim ngn hoa, hoa cc, la hn qu, h kh tho, cam tho, n hoa, hoa mc min, bung lai, tin tho. (hin dng th 2 trn slide)6/9 loi tho mc trn c Vit Nam.Vi thnh phn cha 9 loi tho mc cung nh, trong cc loi tho mc va b sung, va tng h cho nhau, tnh hn ca tng loi tho mc cng c tn ln, khin tr tho mc gip loi b cc tc nhn gy nhit nng trong ngi. C th k ti sng so gip thanh nhit nhanh chng; Hi to c tnh hn, li thy, gip tit nhit; Cc Hoa Vng c kh nng thanh nhit gii c cao; Kim Ngn Hoa c v ngt ng, tnh mt, cng rt hiu qu trong vic thanh nhit, gii c. Thc t, hin nay chng ta c nhiu loi nc ung c gi l nc mt, tnh hn, gii nhit. Nhiu phn trong s l cc loi nc vn c lu truyn trong dn gian nh nc ng, nc sm, cc loi l tr mt Tuy nhin, iu khin cc loi nc ny c a chung khng ch v tnh nng gii nhit ca n, m cn bi nguyn liu d tm, n gin v khng qu t tin.

chm sc sc khe ngy mt tt hn, vic tm mt sn phm ph hp, tin cy s dng vn l vn kh. Hn na, nu c mt loi nc gii kht thanh lc cuc sng c phi ch t nhiu loi tho mc khc nhau, th cng khng th l loi nc m ngi ngi, nh nh t mnh nu c. Khi m nhiu ngi yu thch, nhiu ngi mun gii nhit c th th vic p ng ngay loi khng ng m rng c hi sn phm n vi nhiu i tng ngi tiu dng hn.

A.4: Cng nghTp on THP l n v u tin trong ngnh bia- nc gii kht t chng ch h thng qun l cht lng ISO 9001-2000.Thng 10 nm 2006 tp on THP vinh d n nhn hai chng nhn thch hp ISO v HACCP y trong lnh vc thc phm bao gm:

H thng qun l cht lng theo tiu chun ISO 9001:2000

H thng qun l mi trng ISO 14001:2004 v h thng qun l v sinh an ton thc phm theo tiu chun HACCP Nm nay, gii thng WIPO dnh cho doanh nghip duy nht l tp on Tn Hip Pht n v c nhng sang to, ng dng h thng s hu tr tu trong chin lc sn xut v pht trin thng hiu. Tn Hip Pht s hu nhiu nhn hiu ni ting nh Number Oen, Tr xanh khng , Tr tho mc Dr.thanh.

Tr Dr.thanh c s k tha trong khu thit k bao b, chai nha PET, dy chuyn sn xut v knh phn phi t cc sn phm khc ca THP m in hnh l tr xanh 0 .Tr dr Thanh c ng chai trong nhng iu kin sn xut c bit gi li cc cht b dng, c li cho c th. Chai PET ng tr xanh chu c nhit cao v phi chit rt khi cn nng. Ngay thi im ban u, Tn Hip Pht u t ring cho mnh dy chuyn sn xut chai PET ny.

A.5: Mi trng

Nhnh vn ha cn c vo cc yu t c bn nh dn tc, vng a l, tui tc, tn gioVn ha c nh hng n ngi tiu dng nhng nhnh vn ha c nh hng r rt n s thch, cch la chn, mua sm, nh gi sn phm ca ngi tiu dng

V d: vn ha ba min nh hng n hnh vi ngi tiu dng, ngi min Bc c thi quen ung tr, ht thuc lo nh tiu khin trong ngy ti cc c quan vi bn b. Ngi min Trung kn o hn, h khng thch n ung ngoi qun v: vn ha tit kim thm su vo hnh vi tiu dng mang nng t tng phong kin .Ngi min Nam: li rt thoi mi, chu nh hng su sc ca ngi phng Ty.

Giai cp x hi, mt x hi thng c nhiu giai tng, cc giai tng c th bc khc nhau iu lm nh hng n quan im, nim tin gi tr v hnh vi ca thanh nin trong cc giai tng k c hnh vi ngi tiu dng.

B. Mi trng vi mB.1:Mi trng cng ty

Tin thn ca cng ty l nh my bia nc gii kht Bn Thnh, thnh lp nhng nm 90

Sn phm nc tng lc Number One, bia Laser, Bn Thnh, bia Gold, coca nuber one tr xanh khng v mt s sn phm khc nh Crem Sooda, Number One, nc tinh khit Number One, sa u nnh Number One, Tr tho mc Dr Thanh.

L hi Bn Thnh l mt hot ng truyn thng ca cng ty Tn Hip Pht c t chc hng nm vo ngy 15 thng 10. Tn Hip Pht t doanh s gn 1200 t ng / nm.

B.2:Trung gian marketing.

nh hng n nng lc truyn thng nghin cu v phn phi. Tn Hip Pht c h thng nh phn phi(NPP) rng khp c nc vi 268 NPP cp 1.

Mt s la chn i tc k cng v c chn lc Tn Hip Pht u t ngay t u vi 2 tn tui ln l: LBC( ph trch Strategy design) v O&M(Ogylvi & math ph trch communication)

B.3: Khch hng

Ph hp vi mi la tui thanh lc c th khng lo b nng Vi 9 loi tho mc cung nh. y khu hiu im nh vo tm l ngi dn Vit vn sng kh hu nhit i nng nc mun chm lo ti sc khe vi phng php t nhin v d dng. THP a vo th trng mt loi sn phm p ng nhu cu lm mt c th ph hp mi la tui:

Ngi ln tui: Ung tr chim mt v tr rt quan trng trong vn ha m thc ca ngi Vit Nam, nht l nhng ngi ln tui thch ung mt cc ch xanh cho mt ngi, sau khi THP nhn thy s thay i trong phong cch sng ngy cng mang tnh di ng v nhu cu ngy cng ln hn i vi cc sn phm thc ung c li cho sc khe, THP tung ra th trng thc ung nhanh c li cho sc kho l tr Dr Thanh, nh trng c nhu cu ca nhng ngi ln tui, hp vi vn ho ca ngi Vit.

Thanh nin: Thanh nin ngy nay thng bn rn vi cng vic v thng tham gia nhng tic tng, thng xuyn n nhng thc n nng v ung nhiu ru bia. Do bnh v nhit tng ngy cng nhiu, tuy nhin li khng c nhiu thi gian chm sc sc kho bng cch nu nhng mn n thc ung h qu, th vic la chn mt chai nc ung nhanh nh Dr Thanh la mt s la chn hon ho.

Tr em: Tr em cha bit cch chm lo cho sc khe, cha bit cch chn thc n ng c li cho sc kho. Bng phng tin qung co mnh m, THP khng b qua c i tng cha bit sc kho cn g ny, vi qung co hot hnh c hnh tng con tru, con ln nh vo tm l thch xem phim hot hnh ca tr em, do lm in su hnh nh Dr Thanh trong u nn khi ra ngoi cng bn b hay b m th cng s chn nc gii kht l Dr Thanh.

Hn na, di s chm sc ca cc bc ph huynh th m bo c sc kho cho con em mnh th cn nhc cc loi nc ung c li cho sc kho th cc bc ph huynh cng s chn tr Dr Thanh gip cc chu h nhit sau khi n nhng thc n b dng. THP thu c li nhun rt ln khi nhm vo khch hng thuc mi la tui.B.4: i th cnh tranh.

B.4.1: Cnh tranh v gi c.

Tr tho mc Dr Thanh c gi cao hn xa so vi cc loi nc gii kht ng chai khc. Tuy nhin, khch hng chp nhn sn phm ny v n c li cho sc khe.

Dr.Thanh gip chng ta nhn bit c chin lc sn phm ca THP i vi nhn hiu ny chnh l ht vng chp nhong, tc tung sn phm mi ra th trng vi gi cao v mc khuyn mi caoB.4.2:Cnh tranh v sn phm thay th.

Tr l cht liu dng ch bin thc ung ph bin trn th gii t hng nghn nm nay, c bit cc nc Chu nh Trung Quc, i Loan, Nht Bn, Hn Quc...

Ung tr c nng ln thnh ngh thut vi nhng nghi thc c bit v trang trng. Nhp sng hi h hin i thc y ngnh cng nghip nc ung pht trin mnh m. Tr xanh ng chai cng nm trong dng chy ny.

Th trng Vit Nam trn th gii v trong khu vc, tr ng chai pht trin mnh m t thp nin 80 ca th k trc. Tt c cc thng hiu ln c mt ti Vit Nam u c sn sn phm tr xanh ti cc th trng u, M, Nht, Hn nh: Lipton, Pepsi, Coca -Cola, URC Vit Nam hin nay khi ni n tr ng chai chng ta phi k n cc thng hiu nh tr tho mc Dr Thanh ca Tn Hip Pht, C2 ca URC, Number one, Queen tea,

B.4.3: Cnh tranh v chng loi

Vi sn phm tr tho mc Dr thanh tp on THP, to ra s khc bit so vi cc i thu cnh tranh bng cch lm ngi dn u trong vic khai ph th trng nc gii kht khng ga c ngun gc t nhin Dr Thanh ang l sn phm tin phong trn th trng.

B.4.4: Cnh tranh v thng hiu

Dng ngay tn, hnh nh ca mnh lm biu tng cho nhn hiu nc gii kht l cch c o v to bo. B quyt c o ca tr Dr Thanh l sn phm thc ung gii kht nhng c li cho sc khe. Li ch ca vic gii nhit v thanh lc c th t 9 loi c mt ngha cc k mnh m v c o tc ng n tm l khin ngi tiu dng chp nhn. S xut hin ca sn phm tr tho mc Dr Thanh lm dy ln s t m, s quan tm, th v ca d lun. V th, thnh cng ca tr tho mc Dr Thanh chnh l s kt hp ca nhiu gii php.

Vi chin lc pht trin thng hiu cc sn phm ca mnh, sau 15 nm thnh lp, Tp on Tn Hip Pht t mt c s sn xut nh n nay ln mnh trn th trng, c nhiu sn phm c ngi tiu dng bit ti, l bia Bn Thnh, nc tng lc Number One, Tr xanh khng , tr Barley khng v nay l tr tho mc Dr Thanh

Nhm tp trung vo i th chnh l tr Teafresh ca cng ty ICP

Tr tho mc Dr.ThanhTr Teafresh

Sn phm9 loi tho mc, mu .

Lo go c ch tr tho mc trong di bng

Slogan: thanh nhit c th, khng lo b nng10 laoij tho mc ng, mu , logo cng tng t.

Slogan: lm mt v thanh lc c th

Gi cT 8500-10000/chai7000/chai

Phn phiRng khp c ncMi c min Nam

Qung co v khuyn miRm r, chi ph ln.

Gim gi, tng km sn phmt chng trnh qung co, khuyn mi

Cng ngh, c s vt chtHin ai, tiu chun ISOHin i

Thng hiuLu nm, c uy tnLu i, uy tn

Quy trnhKhp knKhp kn

B.5: Cng chng

Nhm ngi ang v c kh nng quan tm n nh hng ca mt doanh nghip.Cc nhm cng chng bao gm:

- Gii ti chnh: C nh hng n kh nng m bo ngun vn ca cng ty. Cng chng trc tip c bn trong gii ti chnh l ngn hng, cc cng ty u t, cc cng ty mi gii ca S giao dch chng khon, cc c ng.

- Truyn thng: Vi tr tho mc Dr. Thanh, truyn thng ng mt vai tr c bit trong vic kch thch qu trnh a sn phm n tay ngi tiu dng. Nh mnh dn u t vo knh ny, tr tho mc Dr. Thanh lm dy ln s t m, s quan tm, th v ca d lun, gp phn lm nn thnh cng ca mt thng hiu ngay t ngy u ra mt.

Mc gia tng chi ph qung co ca THP Group t mt vi nm trc rt ng k. Nm ri, THP Group nm trong s 5 cng ty qung co mnh nht ti Vit Nam. Nm 2009 THP s cn tip tc tng thm na chi ph cho qung co.

THP c mt k hoch qung co tuyt vi v mt chin dch truyn thng 360. n nay, thm ch tr con cng bit n concept ca Tr Tho Mc Dr.Thanh: Thanh lc c th, khng lo b nng. THP u t k cng v c chn lc ngay t u vi 2 tn tui ln l: LBC ( ph trch strategy design) v O&M (ph trch communications).

Tp trung vo chng trnh xy dng thng hiu ti Khu Du Lch i Nam Vn Hin tnh Bnh Dng nhm ti a ha s hin din v dng th sn phm ca Tr Tho Mc Dr. Thanh.

Cng ng - t chc x hi: Mt trong nhng chng trnh hnh ng truyn thng ca Tn Hip Pht trong hn 13 nm qua l gn b vi cc hot ng th thao, Tn Hip Pht l n v ng hnh vi nhiu chng trnh, hot ng th dc th thao trn c nc nh Cp bng v ch quc gia V-League, Cp xe p truyn hnh HTV, Cp bng quc t Number 1, d n a ngi Vit Nam u tin chinh phc nh Everest hay gn y nht l vic tng thng cho vn ng vin ot Huy chng vng ti SEA Games 24.Gii vit d cho mnng BTV-number. (31-12-2008 n 1-1-2009)

C. Th trng mc tiuHin nay, Dr. Thanh l sn phm dnh cho mi la tui(t ngi gi n tr em), mi phn khc th trng nn sn phm cha c c tnh ring l hng ti i tng c th no. Nhng ni chung v thc phm - ung ni ring cho n nay him c sn phm no tip cn thnh cng mi phn khc tiu dng. Do vy, cng ty quyt nh xc nh li th trng mc tiu nhm tp trung ngun lc, gim bt chi ph, gia tng li nhun: Nhm khch hng mc tiu quyt nh tp trung vo l i tng khch hng hay phi hot ng nhiu, n nhu, n cay nng nhiu trong tui thanh nin: 22-30 v trung nin t 30-50. tng khi lng tiu th trong nhm khch hng ny, t cng thc:

Khi lng = s ngi s dng sn phm x mc s dng trn mt ngi Cng ty c th c gng tng s ngi s dng sn phm theo hai cch:

Thay i thi ca ngi khng s dng: Cng ty c th c gng thu ht nhng ngi khng s dng sn phm tr Dr Thanh .

+Ginh khch hng ca cc i th cnh tranh: C th ginh li nhng khch hng mt sau khi h chuyn qua s dng cc loi tr gii nhit khc nh sense cool, real leafhay cc ung gii kht khc

Khi lng cng c th tng c bng cch thuyt phc nhng ngi hin ang s dng tr Dr Thanh tng mc s dng hng nm ca mnh ln. Sau y l ba chin lc:

S dng thng xuyn hn: Tng s ln s dng hay ung tr trong ngy ln, khng ch l vo bui ti sau cc ba ticm c vo ban ngy. nh vo tm l tr v sc khe, bo v sc khe m chi ph khng nhiu tng tn sut s dng. Theo tnh ton, nu mi ngy bnh thng, mi ngi s dng 1 chai Dr Thanh th chi ph cho 1 thng khong 10.000/chai/ngy*30ngy=300.000 VN, mt chi ph khng qu ln so vi thu nhp ca i tng khch hng mc tiu.

Tng mc s dng mi ln: 2 cch: s dng 1 ln nhiu chai nh hoc 1ln nhng vi chai to hn.(dng trong h gia nh, hoc tic tng)

Nhng cng dng mi v phong ph hn: Cng ty c th c gng pht hin ra nhng cng dng mi ca sn phm v thuyt phc mi ngi s dng sn phm theo nhiu cch khc nhau hn. V d, Dr Thanh khng ch dng sau khi hot ng nhiu, n nngm nu dng hng ngy cn c tc dng lm p v sng da(cng ty nn nghin cu kim tra li sn phm, nu c tc dng th nn nhn mnh)

III. PHN TCH SWOT1. im mnh v im yu

im mnhim yu

Sn phmT nhin, b dng, tt cho sc khe, mu m a dngChi ph pht trin sn phm ln. ang b hoi nghi v cht lng, lm gi, nhi

Gi cT 8500 10000/chaiCao hn so vi sn phm khc

Phn phiRng khp c ncKh kim sot

Qung co, khuyn miMnh, hu ht cc phng tin truyn thngChi ph sn phm ln gi thnh sn phm cao

Cng ngh, c s vt chtHin i, cht lng cao

Thng hiuNi ting, mang tm quc gia

Qui trnhKhp kn, m bo v sinh

2. C hi v thch thc C hi

Th trng tho mc ang tng trng nhanh, nhu cu khch hng cn kh ln

C kh nng a thng hiu sn phm ra th trng th gii

Tr thnh ngi dn u v ung

Thch thc

C nhiu i th cnh tranh

Mi trng cnh tranh khc lit

Kh nng chp nhn ca ngi tiu dng

Khch hng- tr sn phm ca cng ty

C nhiu sn phm thay th trn th trng

Nguyn liu a phn nhp khu t Trung Quc

IV. MC TIU MARKETING Trong ngn hn t 20%-30% doanh thu.

Trong di hn t 40%-50% doanh thu.

Trong thi gian u doanh nghip tp trung vo vic thu ht khch hng . Khai thc ngun lc v v thu ht thm nhiu khch hng mi

Chn ng thi im : Trong khi nhiu doanh ngip ct gim qung b sn phm h gi thnh sn phm th doanh nghip THP li lm ngc li.

V ngi tiu dng: C gng pht hin ra cc nhu cu tiu chun ca ngi tiu dng c th thng mi ho nhu cu ny .

Khch hng : L i tc cc k quan trng s khng c hot ng marketing thnh cng nu khng xem xt n tc ng ca cc hot ng trn khch hng M rng th trng hot ng trong thi gian ti .

Xy dng thng hiu cho doanh nghip bng uy tn v cht lng .

V. CHIN LC MARKETING1. Chin lc sn phmChit xut t ngun nguyn liu tho mc, tr Dr. Thanh khng nhng l mt loi nc gii kht, khng ga, khng cht bo qun, khng phm mu nhn to m cn c li cho sc khe con ngi.

Tuy nhin, ng trc nghi ng v v kin sn phm km cht lng nh hng rt ln ti uy tn v thng hiu ca sn phm cng nh ca tp on. V th vic trc tin l n lc hn na trong vic ti khng nh cht lng sn phm.

Chin lc ci tin sn phm nh sau:

+ Thuc tnh ca sn phm: Thay i v hng v v thnh phn cho ph hp vi khu v ca ngi Vit Nam hn. Hng v (bao gm: Mi v v) phong ph hn v cc loi v ph hp vi nhiu th hiu khch hng khc nhau.

Nghin cu k hoch thay th bng cc nguyn liu trong nc (v Vit Nam c rt nhiu loi nguyn liu tho mc gii nhit c tc dng tng t hoc tt hn) va gip gim chi ph nhp nguyn liu t nc ngoi, va ph hp hn vi khu v ngi Vit, va to ngun thu ni.

+ V bao b sn phm:

Hin nay, cng ty ang s dng cc loi bao b nh: chai PET, chai thy tinh, hp giy Tetra Pak, nhng bao b ca Dr.Thanh thc s cun ht ngi tiu dng, ph hp vi th trng. Tuy nhin, tng tnh c o, thu ht gii tr, trong thi gian ti, cng ty s pht trin thm dng lon hoc dng ti giy c np, cc dng chai c th tch a dng hn lm phong ph thm cho s la chn ca ngi tiu dng.

Bao b vn chuyn vn gi nguyn kch thc, s lng chai ng gi nh c. Tuy nhin v mu sc v thit k bao b (c bao b trc tip v bao b vn chuyn) thay i hnh dng v thm cc chi tit cho ph hp vi tng giai on c th (dp ngh l tt, htuy nhin vn ly mu lm mu ch o.

2. Chin lc giTrong giai on u, khi tung sn phm ra th trng, Dr.Thanh s dng chin lc ht vng chp nhong, ngha l gi cao v khuyn mi ln. Vi mc gi cao nhm thu c mc li nhun cao trong thi gian ngn b li khon chi ph rt ln u t cho vic sn xut v tung sn phm ra th trng. Cn khuyn mi ln nhm thu ht s ch , kch thch nhu cu mua ca ngi tiu dng gia tng nhp thm nhp v chim lnh th trng.

Sau 2 nm c mt trn th trng, Dr.Thanh khng ngng ln mnh v th phn, nhanh chng chim c lng tin ni khch hng. Dr.Thanh l sn phm dnh cho mi la tui, mi phn khc th trng nh hinnay t c sn phm thnh cng trn mi phn khc th trng, do m khch hng mc tiu m DR.Thanh ang hng ti l gii tr nng ng, c nhiu thi gian nhng c kh nng v ti chnh. Gi chai Dr.Thanh khi mi tung ra th trng l chai 350ml gi 6.500, gi 1 thng 24 chai l 22,9$. y l mt mc gi khng qu cao so vi cng dng gii nhit v thanh lc c th ca n. Tuy nhin,trn th trng nc gii kht ni a th khng phi l gi r, nhn chung Dr.Thanh vn c gi cao hn cc sn phm nc gii kht khc. Gi ca tr tho mc Dr.thanh so vi mt s sn phm cng loi khc cao hn ch yu l do chi ph nguyn vt liu u vo cao, cc nguyn vt liu a s l nhp khu t nc ngoi, quy trnh cng ngh vi nhiu cng on ch bin phc tp i gi thnh sn phm ln. gi c khng cn l vn khin ngi tiu dng phi cn nhc, la chn: - - tp on c th a ra dng sn phm Dr.Thanh c ng gi vi chin lc a dng ha kch c bao gi: ng gi trng lng thp hn sn phm truyn thng h gi bn. a ra dng chai kch k ln cho nhiu ngi cng s dng gim bt chi ph. Bn cnh , a ra cc chnh sch khuyn mi cho nhng khch hng mua vi s lng ln ( mua 10 chai tng 2 chai) kch thch nhu cu mua sm ca khch hng.

u t xy dng, lin kt vi cc vng trng nguyn vt liu u vo nhm h gi nguyn vt liu, gim lng nguyn vt nhp khu gi thnh cao.

3. H thng phn phiPhn phi l mt bin s quan trng ca marketing hn hp. Hot ng phn phi gii quyt vn hng ho dch v c a nh th no n tay ngi tiu dng . Cc quyt nh v phn phi rt phc tp v c nh hng trc tip n cc lnh vc khc trong marketing. Hin nay ngy cng c nhiu doanh nghip quan tm n phn phi nh bin s marketing to li th cnh tranh di hn cho doanh nghip trn th trng. Doang nghip t chc v hot ng phn phi thng qua cc h thng knh phn phi,cc knh phn phi .Cc knh phn phi cung cp cho ngi tiu dng cui cng hoc khch hng cng nghip cc li ch v thi gian,a im,s hu. Hiu c tm quan trng ca vic phn phi Tn Hip Pht (THP) c bit ch n cc knh phn phi nhm tho mn ti a nhu cu ca khch hng.

Tr tho mc Dr.thanh c s k tha trong khu thit k bao b, chai nha PET, dy chuyn sn xut v knh phn phi t cc sn phm khc ca THP m in hnh l tr xanh 0 .Tr . Tn Hip Pht c h thng nh phn phi(NPP) rng khp c nc vi 268 NPP cp 1.

m ng cho sn phm tr tho mc Dr.thanh khng nh sc mnh ca mnh trn th trng Tn Hip Pht tip tc duy tr knh phn phi t nh sn xut sn phm n cc nh bun bn, bn l v n trc tip ngi tiu dng v tng cng mi quan h mt thit hn na vi cc nh cung ng bng cc bin php khuyn mi, khuyn khch thi ua doanh s gia cc chi nhnh phn phi, hng dn h tr h trong vic bo qun kho bi.

Tip tc t chc thm knh phn phi t nh sn xut sn phm n cc nh bun bn, bn l v n trc tip ngi tiu dng ln khong hn 400 nh phn phi vi hn 2000 nhn vin bn hng , 1000 xe ti tham gia vn chuyn sn phm t ni sn xut n ni tiu th .

Thng xuyn kim tra iu kin tiu chun bn sn phm ti cc trung gian thng mi, cc trung tm thng mi s phi tri qua mt thi gian hot ng th nu t c tiu chun ra s tip tc cung cp sn phm v vn hot ng . Cn c vo tng a bn c th m ra cc tiu chun tuyn ph hp. V d nh cc trung gian thng mi nhng a bn dn c ng c , kinh t pht trin mnh th bnh qun mi qu phi bn c khong 10.000 chai tr ln , cn nhng vng nng thn nhng khu dn c tha tht th s lng sn phm tiu th hng qu khong 1000 chai. Ngoi ra i vi cc i l bn hng s cn c c vo s lng mt hng khc m h bn nu s lng cc hng ho khc a dng tc l h thu ht c nhiu cc i tng khch hng , iu ny s to thun li trong vic tiu th sn phm tr tho mc Dr.Thanh. Nhng cn ch nu a bn c sc tiu th chm th cc tiu chun s c gim bt. Mc ch l c to mt th trng rng, lm ngi tiu dng ni mi tin vo sn phm v c cung cp vi cht lng tt nht.

i vi cc siu th cn c chnh sch tha thun sn phm c c v tr p v c trng by theo ca mnh.

V i tng khch hng hng ti ch yu ca sn phm tr tho mc Dr.thanh l nhng ngi tr tui, thng xuyn tham gia hot ng th thao nhiu,nng trong ngi, n nhiu n nng, ung ru bia nhiu, do phc v, p ng tn tay nhm i tng ny doanh nghip nn hp tc lin kt cung cp sn phm cho cc nh hng, khu vui chi gii ch, khu luyn tp th dc th thao,

Sau khi la chn cc knh phn phi cn c nhng chnh sch nhm qun l a vic phn phi vo n np. u tin l vic tip nhn v x l n t hng. Khi nhn c n t hng c gng p ng khch hng mt cch nhanh nht v s lng. gi c v dch v ri chuyn hng mt cch nhanh nht tn tay khch hng. Ngoi ra thng xuyn khuyn khch cc thnh vin knh hot ng h lm vic c tt nht. Nn tm hiu nhu cu, nguyn vng ca cc thnh vin, c gng thit lp mi quan h gn gi vi h p ng nhng nhu cu ca h trong kh nng mnh c th. Cui mi k hot ng c nhng s nh gi mt cch chnh xc kt qu kinh doanh ca tng thnh vin trong knh. Qua c s khen thng v vt cht mt cch thch ng nu h hon thnh tt cng vic ,ngc li nhng thnh vin khng hon thnh tt nhim v mc nhiu li trong qu trnh hot ng, chng ta s tm hiu nguyn nhn c nhng bin php gii quyt nh: nhc nh ,cnh co, sa thi hoc cng c th gip thm .

Bn cnh , cn s dng cng c marketing hn hp khc trong qun l hot ng ca knh phn phi. Qun l cht ch v gi, nhm trnh cc i l vi phm tng gi sn phm cao hn gi m doanh nghip a ra. Quy nh gi bn ca mi chai tr tho mc Dr.Thanh vo khong 8500-10000 ng/chai ,ng thi cng kt hp vi vic khuyn mi khi khch hng mua vi s lng ln sn phm.

c th thc hin tt qu trnh phn phi cng phi i hi phi c s u t thch ng nhm thu c mc li nhun cao nht. S u t t 10-12% doanh thu. Ngoi ra cn c gng khai thc ht tim lc v bo qun ,kho bi ,ca hng gim chi ph phn phi.

Do c th v i tng cung ng l mi i tng v a bn phc v rng khp c nc, s lng ca hng bn l s cng rt ln nn phi quan tm c bit n cc ca hng. Tu iu kin s quyt nh chn nhng dch v dnh cho khch hng nh i vi cc cn b cng chc hn ch v thi gian c th p dng dch v giao hng tn nh , hay mua vi s lng ln t 30 chai tr ln c th khuyn mi thm mt chai. S c tha thun gia cng ty v nh bn l. Ca hng

V cc showroom trng by sn phm cn t v tr thun li nh cc ch, trung tm thng mi.... o to i ng nhn vin bn hng c thi phc v khch hng tn tnh, lun nim n vi khch ,gii thiu cho khch hng nhng c tnh tt ca sn phm nh gip thanh nhit ,gii c ph hp vi mi i tng v to cho khch hng cm gic h c quan tm , c tn trng

khch hng l thng v c bit l cm gic an ton v sc kho.

4. Chin lc xc tin hn hp

Qung co: Hin ti, hot ng qung co ca cng ty ang c thc hin rt hiu qu, do , trong thi gian ti cng ty s vn gi nguyn chi ph

cho qung co khong trn 15 triu USD/nm (xp x so vi nm 2009) , trn mi phng tin: In n (t ri, Poster, banrondn ti cc i l, ca hng), Qung co trn truyn hnh, bo, i, bin qung co ngoi tri, trn cc phng tin giao thng cng cng, truyn thng trc tuyn Tn sut v cc phng tin s dng cho qung co, ni dung qung co cn thay i nhm to s mi l ng thi ph hp vi tng giai on pht trin ca sn phm trn th trng, kch thch ngi tiu dng s dng sn phm.

+ Kch thch tiu th: thc hin cc chng trnh khuyn mi, gim gi, chit khu thanh ton, bo hnh, qu biu

+ Quan h cng chng: ch trng ti cc hot ng t thin, ti tr nng cao hnh nh, v th ca doanh nghipVI. THC HIN CHNG TRNH MARKETING1. Chng trnh hnh ng

Thit k v trin khai sn phm: Sn phm:

+ Kim tra li dy chuyn cng ngh kim tra k lng cht lng u ra. Cng b r rng cc ch tiu kim nh, kim tra cht lng nghim ngt i vi cc sn phm ca mnh km theo hng d s dng,bo qun ngi tiu dng c th s dng sn phm vi cng hiu ca n mt cch tt nht.

Qu IV- nm 2013: Thi im doanh thu v li nhun thp nn cng ty tp trung vo nghin cu li th trng, khch hng v sn phm b sung hay thay th cc nguyn liu cho sn phm, a vo th nghim nh cho mi ngi ung th t thu thp kin v mi v sn phm, tm ra nhng s thch v mi v sn phm m c a s chp nhn. Vic ny nn trin khai i vi nhm khch hng mc tiu chn v trn 1 s a bn i din cho cc min nh H Ni, Nng, Tp HCM. Nu kt qu th nghim tr Dr Thanh ci tin ph hp v thnh cng s a vo sn xut mt lot.

+ Qu I- nm 2015: Thi im u nm v Tt Nguyn n, nhu cu tiu th cc sn phm nc ung tng mnh, c bit cc sn phm gii nhit, thanh lc trong dp Tt, nn cng ty s tp trung y mnh vo thi k ny: Tung ra th trng sn phm tr Dr Thanh ci tin mi, vi bao b ci tin mi, mang cc chi tit v hnh thit k mang khng kh nm mi, da theo k hoch qung b thit k sn phm cho ph hp.

+ Qu II- Nm 2015: Thi im ma h nng bc, nhu cu v sn phm cng tng mnh, sn xut sn phm, c th thay i v bao b nh : Gim bt mu v thm vo mu trng to cm gic mt m hn.

Mc tiu 6 thng u nm: Khi lng sn phm sn xut ra v tiu th 700.000 chai/ngy (tng 100.000 chai so vi cng k nm trc ). Doanh thu v li nhun bng li nhun c nm.

+ Qu III, IV- nm 2015, cng c li khch hng, tp trung vo chm sc khch hng trung thnh, gim bt chi ph qung co, truyn thng. Tp trung nghin cu li xem sn phm ang giai on no c chin lc c th hn.

2. Cc hot ng xc tin Tp trung qung co vo ch thay i hnh nh mi cho sn phm tr Dr Thanh vi i tng khch hng c th, r rng hn. c bit nhn mnh vo cht lng sn phm.

3. Bo ch: Ra cc thng co bo ch v kt qu gim nh cht lng ca sn phm theo tiu chun ca B Y t

4. Truyn thng thay i hnh nh v qung co mi cho sn phm ci tin mi Thng ip: Vn s dng thng ip truyn thng to nn c im ring cho Dr Thanh l: Tr Dr Thanh, thanh lc c th, khng lo b nng

Qun l phng tin qung co:Vn tp trung mnh vo lnh vc qung co trn truyn hnh v ngoi tri: Thu hoc xy dng cc chng trnh qung co mi, hng n ng i tng mi v hnh nh mi ca Dr Thanh ng vi tng thi im c th trong nm.

Ngoi ra, Cng ty nn ch hn v knh truyn thng trc tuyn, xy dng v thng xuyn chm sc, cp nht cc thng tin trn trang web v quan h cng chng ly li hnh nh trong lng ngi tiu dng trc thng tin v cht lng sn phm

D kin chi ph qung co: Tng chi ph qung co cho sn phm khng qu 10% tng chi ph ton doanh nghip.

PhngT1T2T3T4T5T6T7T8T9T10T11T12

tin

In n****

Khunggi20s/ln=>30pht/ngyTng 5thng

khong

Truyn hnh20h-21h vtv164 triu1.920tr*5=>9.5000

20h-21h vtv3Khong 40 trtr

1.200tr=>6.000 tr

Truyn thanhKnh: FM di: 120-180Tng 2 thng=>

10tr

Thiim:n gi: khong

Sng vchiu5tr/cd=>5tr/ngy

ti

Ngoi tri1 mt (1,2x1m)Khong 8000USD

=