Lap Ke Hoach Marketing Tiem Banh Mi Organic Nguyen Thi Thanh Hoai 093228 7174

B GIO DC V O TO

TRNG I HC HOA SEN

KHOA KINH T THNG MI ti

LP K HOCH MARKETING TIM BNH M OGRANIC

GVHD: Thy Trng Quang Cm

Nhm thc hin: Nguyn Th Thanh Hoi

Nguyn Th Tuyt Hng

Nguyn Th oan Trang

Nguyn Trng Nhn

Thng 12 nm 2012

B GIO DC V O TO

TRNG I HC HOA SEN

KHOA KINH T THNG MI Tn ti

LP K HOCH MARKETING TIM BNH M OGRANIC

GVHD: Thy Trng Quang Cm

Nhm thc hin: Nguyn Th Thanh Hoi

Nguyn Th Tuyt Hng

Nguyn Th oan Trang

Nguyn Trng Nhn

Thng 12 nm 2012

Trng i hc Hoa Sen n lp k hoch Marketing

Trang i

NHN XT CA GING VIN

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im s:

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Trang ii

LI CM N Trong qu trnh thc hin n ny, chng ti nhn c nhiu s ch dn, gip cng nh

ng gp tn tnh ca thy Trng Quang Cm l ging vin hng dn ca nhm. Chng ti

xin gi n thy li cm n chn thnh nht. Chng ti cng xin gi li cm n n nhng ging

vin trng i hc Hoa Sen truyn t cho chng ti nhng kin thc b tr cng nh

chuyn ngnh gip chng ti c c nn tng vng chc thc hin n ny.

ng thi chng ti cng xin gi li cm n n tt c mi ngi tham gia v ng gp

kin cng nh thc hin cc cuc kho st chng ti c th hon thnh n mt cch hon

chnh nht.

Mt ln na xin chn thnh cm n!


Trang iii

TRCH YU

Tim bnh m hu c Organic l mt tim bnh tng tng, do chnh nhm ngh ra. Tim bnh vi nhng tng kinh doanh c th ny d nh s thm nhp th trng Vit Nam v bt u ti thnh ph H Ch Minh. Vic thc hin lp k hoch Marketing cho tim s vch ra nhng bc i c th v r rng nhm gip a k hoch o ny vo thc t.

Mc ch chnh ca k hoch s tp trung vo vic lm sao ra cc mc tiu mt cch hp l v sau t nhng mc tiu ny cng vi nhng kin thc chuyn ngnh m nhm hc ra nhng cch tip cn r rng tin hnh cc hot ng Marketing nhm a tim bnh ny vo thc t th trng.

Ni dung chnh ca k hoch Marketing cho tim bnh Organic c th c tm gn nh sau:

ra cc mc tiu

Cc phng php tip cn Marketing chin lc (Marketing Strategy Segment, Target, Position).

K hoch Marketing h hp (4P- Products, Price, Place, Promotion)

K hoch truyn thng tng qut trong vng ba nm

K hoch truyn thng v cc hot ng ca tng giai on c th trong nm u tin


Trang iv

MC LC

NHN XT CA GING VIN ............................................................................................... i

TRCH YU ............................................................................................................................. iii

MC LC ................................................................................................................................ iv

DANH MC HNH NH BNG BIU ................................................................................ vi

T IN THUT NG ......................................................................................................... vii

NHP ............................................................................................................................... viii

1. Tng quan v th trng bnh m (bakery) ti Vit Nam .......................................................1

1.1 Xu hng th trng......................................................................................................1

1.2 Nhu cu th trng ........................................................................................................2

2. K hoch Marketing ca tim bnh m Organic ....................................................................3

2.1 Tm nhn Marketing......................................................................................................3

2.1.1 Mc tiu.................................................................................................................3

2.1.2 Mc ch ................................................................................................................4

2.1.3 Vin cnh tim bnh ..............................................................................................4

2.1.4 Gap Dashboard ......................................................................................................5

2.2 Khch hng mc tiu .....................................................................................................6

2.2.1 Phng php tip cn .............................................................................................6

2.2.2 Khch hng mc tiu ca tim bnh .......................................................................8

2.3 S khc bit ni tri ca tim bnh.............................................................................. 10

2.4 Chin lc nh v chnh ............................................................................................. 11

2.4.1.1 i th cnh tranh ................................................................................................ 11

2.4.1.2 Cch tip cn nh v thng hiu ca tim bnh m Organic ............................... 12

2.4.1.3 Bn sc thng hiu ca tim bnh m Organic .................................................... 14

2.4.1.4 Yu t thng hiu .............................................................................................. 15


Trang v

3. K hoch Marketing Mix ca tim bnh m Organic........................................................... 17

3.1 Sn phm ca tim (Product)....................................................................................... 17

3.1.1 Sn phm chnh.................................................................................................... 18

3.1.2 Sn phm ph ...................................................................................................... 19

3.1.3 Nhng tri nghim dch v mang li .................................................................... 20

3.1.4 Qu trnh WOW ................................................................................................... 20

3.2 Gi c (Price) .............................................................................................................. 21

3.3 a im t ca hng (Place) ..................................................................................... 21

3.4 K hoch truyn thng ca tim bnh Organic (Promotion) ......................................... 22

3.4.1 Tng quan v k hoch truyn thng trong vng 3 nm ........................................ 22

3.4.1.1 Website ............................................................................................................ 22

3.4.1.2 Mng x hi ..................................................................................................... 23

3.4.1.3 a im bn hng ............................................................................................ 24

3.4.1.4 Chng trnh th thnh vin cu lc b Organic ............................................... 27

3.4.2 K hoch truyn thng trong nm u tin ........................................................... 29

3.4.2.1 Mc tiu chung ................................................................................................. 29

3.4.2.2 K hoch truyn thng giai on 1 .................................................................... 30




3.4.2.6 Lch trnh Marketing trong nm u tin (Marketing calendar) ......................... 39

KT LUN .............................................................................................................................. 44

PH LC ................................................................................................................................. ix

TI LIU THAM KHO ......................................................................................................... xv


Trang vi

DANH MC HNH NH BNG BIU

1. Bng 1 Bng Gap Dashboard ca tim bnh m Ogranic

2. Bng 2 Bng kt qu cho im nhng yu t tc ng n tim bnh

3. Bng 3 - Bng tnh trung bnh ca mi thng hiu ln mi thuc tnh (Average ratings

for each brand on each factor)

4. Bng 4 Bng d bo doanh thu trong 3 nm

5. Bng 5 - Bng chi ph cc giai on hot ng Marketing trong nm u tin

6. Bng 6 Bng chi ph c th cho hot ng Marketing nm u

7. Bng 7 Bng cc ch s o lng hot ng Marketing

8. Hnh 1 D bo doanh s bn hng theo chng loi sn phm

9. Hnh 2 D bo v doanh thu trong ba nm u kinh doanh


Trang vii

T IN THUT NG Gap Dashboard: l khong cch gia vic thc hin cc mc tiu (kinh doanh, o lng v

chin lc) ngoi i thc v cc mc tiu ( kinh doanh, o lng v chin lc) d bo c sn

hay ni mt cch n gin hn l khong cch gia thc t so vi l tng.

(Ngun: http://www.dashboardinsight.com/articles/business-verticals/marketing- dashboards.aspx).

Trong trng hp ca tim bnh m Organic, Gap Dashboard th hin nhng d on s liu

nhng mc tiu kinh doanh, mc tiu o lng v mc tiu chin lc trong vng 3 nm hot

ng. Tuy nhin, da trn c s hng thng m ch tim bnh s tin hnh kim tra nhng con

s trn so vi kt qu kinh doanh thc t xem hon thnh c n u v tin nh th

no. T gip ngi ch tim a ra nhng quyt nh hay k hoch y nhanh tin hay

iu chnh, gim bt mt s cc mc tiu mt cch hp l nhm gip tim duy tr hot ng

cng nh pht trin kinh doanh.

Phng php phn khc VALS ca SRI Consulting Business Intelligence: l phng php

nghin cu c quyn p dng cho vic phn khc th trng theo tm l. VALS chia dn s M

thnh 8 chng loi ngi ring bit v 2 nh ngha quan trng trong vic thu hiu c tm l

ca khch hng: ng lc c bn (primary motivations) v ngun lc (resources). S kt hp

ca ng lc c bn v ngun lc gip xc nh mt ngi s th hin anh ta nh th no trn th

trng vi t cch l mt ngi tiu dng.

(Ngun: http://www.strategicbusinessinsights.com/vals/ustypes.shtml).

Bn sc tng hiu (brand mantra): Brand Mantra c tng hp t nhng lin tng thng

hiu (Brand Associations), n l tm hn v tri tim ca mt thng hiu, bao gm mt cm t

nh gm 3-5 t, th hin bn cht vng chc hoc linh hn ca nh v thng hiu.V d: trit l

thng hiu ca McDonald l Food, Folks, and Fun.


Trang viii

NHP Tim bnh Organic l mt tim bnh o, do chnh nhm ngh ra. Tim bnh ny l tim bnh chuyn kinh doanh v sn xut cc loi bnh hu c, c nguyn liu c trng trt v sn xut mt cch t nhin khng s dng cc cht ha hc, xut x t cc a phng ca Vit Nam cng nh c ngun gc r rng t cc nc pht trin uy tn trn th gii. Thng qua cc cng thc c bit v cch ch bin hon ton bng th cng ca tim, nhng chic bnh ca Organic khng ch c mi v ngon m cn rt tt, an ton cho sc khe ngi tiu dng cng nh thn thin vi mi trng xung quanh.

Tim bnh Organic s chn im khi u l thnh ph H Ch Minh, t a ra mt k hoch Marketing c th tin hnh cc hot ng kinh doanh ca mnh. Thng qua thc hin lp k hoch Marketing cho tim bnh o ny nhm mong mun c c nhng kin thc cn thit khi bt u kinh doanh hay khai trng mt tim bnh cng nh cc phng php v nhng bc cn thit khi bt u vi n. Ngoi ra, cng thng qua vic lp k hoch ny nhm cng mong s t c cc mc tiu sau:

Mc tiu 1: Tm hiu v hc hi cch thc thit lp mt k hoch Marketing cho mt

thng hiu mi trong thc t.

Mc tiu 2: p dng nhng kin thc tng hp v Marketing t cc mn hc lp mt

k hoch Marketing c th v mang tnh thc tin cho tim bnh Organic.

Mc tiu 3: Nng cao k nng hot ng nhm, vit bo co ng thi rn luyn t duy

phn bin v xy dng tnh logic khi thnh lp mt k hoch tng hp.


Trang ix


Trang 1

1. Tng quan v th trng bnh m (bakery) ti Vit Nam 1.1 Xu hng th trng Nhn thc ca ngi tiu dng v tc hi ca vic n nhiu bt m t nhng loi

bnh nng

Theo cc nghin cu gn y, vic s dng nhiu bt m mang li nguy c mc nhiu cn

bnh nguy him cho ngi s dng:

- Bnh tiu ng: theo nghin cu ca gii dinh dng cho bit rng do bt m c

ch bin qu k nn nn tiu ha nhanh, d lm tng lng ng trong mu v tng

nguy c mc bnh tiu ng. V l do ny, cc chuyn gia khuyn co nn hn ch

dng bt m nhiu trong ch n ung hng ngy.

- Gy bt li cho h thng tiu ha: Theo nghin cu cc chuyn gia dinh dng

Bnh vin Johns Hopkins (M) th cc ch phm ch t bt m ni chung khng c

li cho sc khe, bi carbohydrate c trong bt m c tn l amylopectin A rt d

chuyn ha thnh ng huyt so vi cc loi carbohydrate khc nn n gy bt li

cho vic tiu ha.

- Suy gim chc nng chuyn ha: Nghin cu ca cc chuyn gia H Harvard va

cng b trn Tp ch Lancet cho bit, bt m ch bin k c ch s glycemic cao th

kh nng chuyn ha ca c th li gim mnh, m tch nhiu trong c th. V l do

ny, nhng ngi n nhiu thc phm ch t tinh bt m d b mc bnh bo ph, nht

l nhm ngi t vn ng.

Xu hng s dng cc sn phm ti, an ton v khng cht bo qun

Bn cnh , th trng bnh th bnh m v bnh nng ang dn tr thnh nhng n

quen thuc, thng xuyn ca nhiu ngi dn Vit Nam. ng thi, bnh ti cng

c phn ln ngi tiu dng Vit Nam rt a chung bi tnh cht ti ngon, v sinh

an ton thc phm.

Cc m hnh bakery caf ang c tc pht trin kh nhanh. Nhu cu c mt khng

gian thoi mi ngi Si Gn c th lng li, tn gu vi bn b ng thi nhm nhi

cc loi bnh m ti v thng thc nc ung ang ngy cng pht trin trong gii tr

v gii vn phng. Nhng khng gian nh vy va l ni sinh vin t hp tr chuyn,


Trang 2

va l ni th gin hay bn bc thoi mi cho nhn vin vn phng. ng thi, s du

nhp, pht trin v cnh tranh ca cc ca hng bnh m ti nc ngoi cng thc y

tro lu ny tng nhanh.

Nhng sn phm bnh m ti khng ch an ton m n cn ph hp vi dinh dng,

cht lng, v ph hp vi khu v ca ngi tiu dng Vit Nam. V th, a s ngi

tiu dng dn dn c xu hng s dng sn phm bnh m ti nhiu hn cc loi bnh

khc. Trong phi k n cc mt hng bnh m ti ca cc tim bnh ni ting t

nhng loi bnh ni n nhng loi bnh ty nh: c Pht, Kinh , Tour Les Jours,

Tuy nhin, khng th b qua loi hnh bnh m kp truyn thng v cng quen thuc

vi ngi Vit Nam ni chung v ngi Si Gn ni ring. Loi bnh m ny nhanh gn,

gi r v c th mua ti bt k u. Nu nh trc kia nhc im ca loi bnh m ny l

vn v sinh an ton thc phm, khng r ngun gc, th s xut hin ca mt s

thng hiu bnh m nh bnh m kp Nh Lan, BMVbanhmiviet,

Ni chung, x hi ngy cng pht trin, nhn thc v nhu cu ca ngi tiu dng cao, xu

hng th trng s khng nm ngoi cc sn phm c ngun gc r rng, bo m v

sinh an ton thc phm, ng thi va an ton va c li cho sc khe con ngi.

1.2 Nhu cu th trng Trong nhng nm gn y, cng vi s pht trin ca nn kinh t v s gia tng trong quy

m dn s vi c cu tr, bnh ko l mt trong nhng ngnh c tc tng trng cao v

n nh ti Vit Nam.

T l tng trng doanh s bn l bnh ko th trng Vit Nam trong giai on t 2008

- 2012 tnh theo USD c tnh khong 114.71%/nm.

Theo d on ca hip hi Hip hi bnh ko c, doanh s bnh v ko ca Vit Nam s

t 1,45 t USD vo nm 2012, ng thi l th trng c tc pht trin cc ca hng

bnh m (bakery) nhanh nht chu (tng 48,26%/nm).

Bn cnh , nhu cu ca khch hng ngy nay khng ch cn n ngon m cn phi c sc

khe (tc gim cc thnh phn ha hc, cht bo hoc la chn nguyn liu khng c

tiu chun v s dng cc cht c hi trong qu trnh sn xut). Do , a s ngi tiu


Trang 3

dng ngy cng t nhu cu cao trong vic s dng nhiu sn phm c li cho sc khe,

c sn xut kt hp ngun vt liu thin nhin v p dng khoa hc mt cch hiu qu.

Nm bt c tm l ca khch hng, chnh v th chng ti mun m mt tim bnh m

ti p ng nhu cu ny ca khch hng bng cch sn xut ra nhng chic bnh ti

ngon, s dng nguyn vt liu t nhin p ng cc yu cu ca khch hng m gi c th

khng thua g nhng sn phm cht lng.

2. K hoch Marketing ca tim bnh m Organic

2.1 Tm nhn Marketing Tim bnh m Organic c xy dng nhm mc ch cung cp nhng chic bnh thng

hng vi hng v ngt ngo, mang li nhng tri nghim tuyt vi cho khch hng ca

mnh . c lm bng nhng nguyn liu hon ton bng hu c t thin nhin, khng s

dng ha cht c hi trong qu trnh trng trt cho n khi sn xut, nhng chic bnh ca

Organic khng nhng c mi v thm ngon nhng cng rt an ton cho sc khe ca mi

ngi v thn thin vi mi trng xung quanh. Chng ti tin rng ch cn ch trong

vic kt hp nhng nguyn liu tt, cc cng thc hay v c mt s quan tm su sc n

khch hng ca mnh th vic to ra nhng chic bnh ho hng nht trn th gii ny l

iu c th thc hin c.

Tim bnh m Organic s m chi nhnh u tin ti khu vc giao thoa gia qun 1 v qun

3 ca thnh ph H Ch Minh v s tin hnh m rng ra cc khu vc khc trong vng mt

nm tr ln. Chin dch Marketing chnh ca tim bnh s thng qua cc hot ng truyn

thng v chng trnh lng trung thnh ca khch hng tin hnh xy dng hnh nh v

thng hiu ca tim bnh m Organic.

Chin dch Marketing cho tim bnh m Organic s tp trung cc n lc Marketing nhm

t c cc mc tiu v tm nhn di hn thng qua vic theo di cc kt qu thc hin

hng ngy, hng tun v hng thng xem xt liu cc phng php thc hin c thnh

cng hay khng.

2.1.1 Mc tiu

Mc tiu kinh doanh (Business Goasls)

- t c tng doanh thu 7 t VN vo nm th 3.

- t c s ln trung bnh giao dch ca khch hng mi thng l 5 ln vo nm

th 3.


Trang 4

- t c s ln trung bnh s tin giao dch mi thng ca khch hng l 250.000

VN mi thng vo nm th 3.

Mc tiu chin lc (Static Goals)

- S lng tim trn ton thnh ph l 5 tim vo nm th 3.

- t c th phn trong tng th trng bnh ngt ti ti thnh ph H Ch Minh

l 15% vo cui nm 3.

- t c mc hi lng ca khch hng sau khi giao dch l 99% ( 199/200

ngi)

Mc tiu o lng ( Tatical Goals)

- t c s thnh vin cu lc b thnh vin tim bnh m Organic 2500 vo cui

nm 3

- Hp tc vi 15 doanh nghip khc (nhng doanh nghip cung cp nguyn liu v

nhng tim bnh c m hnh tng t tim m nc ngoi) vo cui nm 3.

- t c s ngi ng h tim bnh Online 1500 ngi vo cui nm 3

2.1.2 Mc ch K hoch Marketing ca tim bnh m Organic c thit k ghi li qua trnh kinh

doanh phi thc hin hng ti mc tiu cui cng ca tim tr thnh mt i th

tm c trong bc tin cung cp thc phm lnh mnh, tt cho sc khe ca ngi tiu

dng trong khu vc thnh ph H Ch Minh v to nn mt s khc bit trong cng

ng thng qua vic pht ng v vic n ung thc phm t thin nhin, khng c ha

cht c hi c c mt cuc sng khe mnh. Chng ti tin rng vic em li

nhng thc phm an ton khng phi l mt mnh li qung co - l mt phng

php nhm hng n to mt cuc sng lnh mnh v bn vng hn cho ngi tiu

dng. Chng ti cng tin rng khch hng khng cn phi b nhng hng v ngon

ming n ung lnh mnh nu nh c mt cng thc nu n c th mang hai ci li

cng nhau.

2.1.3 Vin cnh tim bnh

Sau khi tin hnh khai trng v kinh doanh tim bnh u tin mt cch thnh

cng, chng ti s tin hnh khai trng cc tim bnh khc trn ton b khu vc khc

trong thnh ph H Ch Minh. Vi mong mun mang li nhng chic bnh an ton, b

dng n cho ngi tiu dng, tim bnh s c gng lun hon thin cht lng sn


Trang 5

phm v dch v ca mnh, v cung cp chng n khp mi ni cho mi ngi u

thng thc.

Hin nay vn s dng thc phm an ton ngy cng tr nn ph bin, vi vic cc

sn phm c hi ( hu ht xut x t Trung Quc) ang trn lan trn th trng. Tim

bnh hu c Organic c ra i, cng vi ngun nguyn liu di do, phong ph xut

x t cc a phng trn t nc Vit Nam v cc nc uy tn trn th gii, tim

bnh cn c cc cng thc v quy trnh sn xut c bit, an ton, thn thin vi mi

trng mang li nhng sn phm tt nht cho cc v khch ca mnh.

Hu ht nhng sn phm trong tim u hn ch vic s dng bt m ch bin bnh,

thay vo l cc loi bt khc nh : bt bp, bt u nnh, bt khoai ty,.. Song vn

c mt vi loi bnh s dng bt m, nhng nh cng thc ch bin c bit ca tim

kt hp vi nhng chuyn gia lm bnh n t cc ni trn th gii nn lng bt ny

rt t v c liu lng thch hp m bo sc khe cho khch hng.

Khch hng s tm lun tm n vi tim bnh m Organic v s tn hng cm gic d

chu trong c phong cch dch v v hng v ca nhng chic bnh cng nh an tm

v thnh phn v cc ngun nguyn liu ca tim. Khch hng s khng quan tm ch

i mt vi pht xp hng theo th t mua hng, v s thch th ngi vi mt bi

bo ti quy thng thc nhng chic bnh nng ti sng ca h.

2.1.4 Gap Dashboard

Gap DashBoard s c xem xt trn c s hng thng v bao gm cc s liu tip th

quan trng c xem xt trn c s hng tun:

- Kt qu mc tiu kinh doanh c theo di trong h thng k ton.

- Kt qu mc tiu o lng c theo di trong h thng CRM, ni tt c cc thng

tin lin quan n cc chin thut ny c nhp

- Kt qu mc tiu chin lc c theo di bi ch ca hng da trn c s hng

thng, da trn khiu ni ca khch hng ( xc nh mc hi lng) v cc bo

co ti chnh ( xc nh th phn t c).


Trang 6

Bng 1 Bng Gap Dashboard ca tim bnh m Ogranic

Gap Dashboard Nm 1 Nm 2 Nm 3 Mc tiu kinh doanh

Tng doanh thu (1.000 VN) 6.327.058 6.959.764 7.655.740 S ln trung bnh giao dch ca khch hng 3 5 5 Trung bnh s tin giao dch ca khch hng

(1.000VN) 160 200 250 Mc tiu o lng

S lng thnh vin cu lc b 850 2000 2500 S lng doanh nghip hp tc 6 9 15

S lng ngi ng h Online (Facebook) 400 1000 1500 Mc tiu chin lc

Th phn 13% 14% 15% S ca tim khai trng 1 3 5

2.2 Khch hng mc tiu 2.2.1 Phng php tip cn

tin hnh chn c nhm khch hng mc tiu m nhm hng ti, nhm tin

hnh s dng cc phng php phn khc nh sau:

Phn khc theo a l: bao gm tt c cc qun huyn trong thnh ph H Ch Minh.

V d: qun 1, qun Tn Bnh, huyn Bnh Chnh,

Phn khc theo nhn khu hc: c da theo cc tiu ch sau: tui, gii tnh, thu

nhp, tng lp x hi (ngh nghip),

Phn khc theo tm l: p dng phng php phn khc VALS ca SRI Consulting

Business Intelligence


Trang 7

Phn khc theo hnh vi mua hng: C tt c l 7 cch tin hnh phn khc khch hng

da trn hnh vi mua hng ca h, nhng y nhm ch s dng 3 cch chnh m theo

nhm ngh l i vi mt tim bnh mi m ca, cha ai bit n nh Organic th cc

cch phn khc ny l hp l nht:

- Li ch mang li cho nhm phn khc (Benefits)

- T l s dng sn phm (Usage Rate)

- Thi s dng sn phm (Attitude)

Ngoi ra, tin hnh chn mt phn khc th trng th khng th thiu n nm tiu ch

chn mt nhm khch hng mc tiu hiu qu:


Trang 8

- o lng c (Measurable): kch c, quyn lc mua v bn cht tnh cch ca phn

khc c th o lng c.

- ln (Sustantial): Phn khc phi ln v c li nhun phc v

- Tip cn c (Accessible): Phn khc phi d tip cn v phc v c

- Khc bit (Differentable): Phn khc phi c s khc bit vi cc phn khc khc

tin hnh cc chin dch Marketing Mix v chng trnh s khng trng vi cc phn

khc khc.

- Thc hin c (Actionable): Cc chng trnh Marketing (Promotions) v hot ng

phc v khch hng c th tin hnh c mt cch d dng.

2.2.2 Khch hng mc tiu ca tim bnh

i vi tim bnh Organic, khch hng mc tiu ca tim s phi l nhng ngi c s

thch dng ngt (thch a dng trong chng loi, mi v, kiu dng bnh v quan tm

n cht lng hn l gi c.

Ngoi ra, nhm khch hng chnh mang li nhiu tim nng cho tim bnh m Organic

cn c nhng c im nh sau:

- TP.HCM sng v lm vic ti cc qun trung tm ( qun 1, qun 3, qun 5, qun 7

v mt phn qun Ph Nhun).

- tui: 25 40 tui.

- Ngh nghip: Nhn vin vn phng v nhng ngi c trnh t i hc tr ln.

- Thu nhp: 10tr/thng tr ln

Li sng (tm l): H l nhng ngi thuc:

- Nhm sng to (Innovators): thnh cng trong s nghip, tinh t, nng ng, c lng

t trng cao (high self-esteem). H thng mua nhng mt hng cao cp, nhng sn

phm v dch v phc v cho nhm ny thng theo nh hng niche (niche-

oriented products and services).

- Nhm suy ngh (Thinkers): L nhng ngi c suy ngh gi dn, su sc v thch

c ng vin bi nhng tng. H cao s trt t, kin thc cng nh c trch

nhim. H tm kim nhng sn phm c tnh cht lu di, tt v c gi tr tht s.


Trang 9

- Ngoi nhng c im tm l trn, nhm khch hng chnh ca tim bnh m Organic

cn l nhng ngi hin i, c phong cch sng v lm vic chuyn nghip, bit

quan tm nhiu n sc khe cng nh thch chm sc bn thn v thch hng ngoi

cng nh cc hot ng bn ngoi.

Hnh vi mua hng ca nhm khch hng mc tiu:

- Li ch mang li cho h (benefit): H t cht lng sn phm ln hng u, v h

mua hng khng ch da theo nhng li ch ch thc ca sn phm mang li m h

cn mua nhng sn phm c thng hiu th hin c ng hnh nh ca bn thn

mnh.

- T l s dng (usage rate): H thuc nhng nhm ngi hay s dng (medium

product users) v thng xuyn s dng (heavy product users). H l nhng ngi

ph n yu thch, c quan tm v c s hiu bit v vic s dng ngt, c bit l

cc loi bnh. H s thng hay n cc tim bnh thng thc v tr chuyn

cng nh th gin vi bn b ca mnh (mt thng trung bnh c th n t 2-3 ln).

- Thi s dng (attiude): Nhm khch hng mc tiu m tim hng n c mt thi

nhit tnh (enthusiastic) v tch cc (positive). Tim bnh m Organic s lun c

gng phn u v n lc cung cp v truyn ti nhng gi tr tt nht n cho khch

hng ca mnh thng qua cc sn phm, cch thc kinh doanh cng nh cc chng

trnh Marketing ca mnh. Tuy nhin nu ch xut pht mt pha t ca tim th vn

cha , khch hng m tim hng ti l nhng ngi c thi phi nhit tnh, tch

cc vi mi hot ng m tim tin hnh, h cng phi tin tng cng vi tim rng

: thc phm an ton khng phi l mt mnh li qung co - l mt phng php

nhm hng n to mt cuc sng lnh mnh v bn vng hn cho ngi tiu

dng.

L do nhm chn khch hng mc tiu nh trn l v:

- o lng c: i vi nhng ch tiu thuc v nhn khu hc hay a l th nhm

s da vo d liu ca cc thng k Thnh ph H Ch Minh v tng cc dn s k

hoch ha gia nh tin hnh nh gi, o lng. Cn i vi nhng tiu ch thuc

hnh vi v tm l th hng nm khi ca hng tin hnh vo hot ng, nhm s tin


Trang 10

hnh cc cuc nghin cu th trng v tm l cng nh hnh vi nhm khch hng

mc tiu ca tim hng n.

- ln: Da vo nhng s liu do cc thng k Thnh ph H Ch Minh v tng cc

dn s k hoch ha gia nh, nhm tin hnh c tnh c tng s ngi trong

nhm khch hng mc tiu l :36846 ngi. (Cch tnh xem phn ph lc)

- Tip cn c: Nhm khch hng u sng v lm vic tp trung cc khu vc

trung tm xung quanh cc a im tim bnh t, chnh v vy tim bnh s d dng

tip cn h.

- Khc bit: Chnh v vic tin hnh phn khc rt c th, nn nhm khch hng

ny s c nhng phn ng ging nhau khi tim ra cc chin dch v hot ng

Marketing.

- Thc hin c: Mt khi tip cn c th cc chin dch Marketing cng nh

Promotions m nhm s tin hnh u thc hin c n h bi c hai u thuc

khu vc H Ch Minh v chin dch Marketing m nhm thc hin cho tim u theo

nh hng l a phng ha.

2.3 S khc bit ni tri ca tim bnh

Tim bnh hu c Organic khuyn khch nhng ngi i ng hi h nn chm li vi

pht trong khi ra quyt nh h s dng g cho ba n ca mnh v cn nhc li nhng thc

phm khng lnh mnh m h ang n. S la chn thc phm n hng ngy l rt quan

trng cho c c nhn v mi trng, v Organic mong mun gip h a ra quyt nh mt

cch ng n vi nhng chic bnh khng ch ngon m cn rt tt cho sc khe ca ngi

tiu dng v thn thin vi mi trng.

Nhng im khc bit

c th hin qua gi tr ca tim bnh, thc y bi cc hot ng marketing v nhng

tri nghim dch v. Thng ip m tim bnh mang li l: mi ngy chng ti chn

nhng nguyn liu hu c v b dng nht, to ra cc loi bnh nng khng ch c

hng v thm ngon ring ca mnh m cn rt b dng v thn thin vi mi trng

sng chung quanh.


Trang 11

Khng ch c th hin qua thng ip ca tim bnh, nhng im khc bit cn th hin

r rng qua nhng cch thc hot ng ca tim bnh :

- Ngun nguyn liu s dng l nhng ngun thc phm hu c xanh, bo m cht lng

v sinh an ton thc phm c sn ti cc doanh nghip chn nui, trng trt a phng

( c tim bnh kim duyt k cng) v c nhp t nhng quc gia uy tn trn th

gii ( qua chng nhn b v sinh an ton thc phm).

- Cc sn phm ca tim u c lm bng th cng tt c mi cng on v c gim

st, m bo cht lng k cng ngay ti tim bnh.

- Hu ht cc loi sn phm ca tim u hn ch s dng bt m v thay th bng cc loi

bt khc, nhng vn gi c v ngon vn c ca chic bnh.

- Phong cch phc v ( qua o to k cng) ca nhn vin lun lun quan tm v t

nhu cu, li ch ca khch hng ln hng u. Thng qua cc kha o to ca tim bnh,

nhn vin ca tim s nm s b c quy trnh ch bin cc loi bnh cng nh ch li

ca vic n tt, sng tt (eat well, live well) t truyn t li nhng g h bit n

vi khch hng thng qua cung cch phc v v chm sc.

2.4 Chin lc nh v chnh

2.4.1.1 i th cnh tranh i th cnh tranh trc tip: Tous Les Jours, Paris Baguette

c im:

V tr p v thun li, khch hng d dng thy, d thu ht ngi i ng ch .

Nhm vo cc i tng khch hng bn rn, nhng ngi tr, tranh th tt ngang tu

cho mnh ba n vi vi y cht dinh dng khi i hc i lm.

a dng cc loi bnh m v bnh ngt, bnh lun ti hng ngy v c hng v

bnh c bit.

Phong cch phc v thn thin, to c nhiu thin cm vi khch hng.

i th cnh tranh gin tip: c Pht, ABC Bakery, Kinh ,


Trang 12

2.4.1.2 Cch tip cn nh v thng hiu ca tim bnh m Organic

nh v l mt cng vic rt quan trng trong vic tin hnh lp mt k hoch Marketing

mt cch hon chnh. Vic tin hnh nh v mt cch cn thn s gip nh hng c

cc hot ng Marketing cn lm nh th no t c mc ch cui cng l phc v

tt khch hng v mang li li nhun cho cng ty. Chnh v hiu c tm quan trng ca

vic nh v nh vy, nhm tin hnh nh v cho tim bnh Organic ca mnh theo cc

bc nh sau:

Bc 1: Tin hnh mt cuc nghin cu th trng v nhng yu t nh hng n quyt

nh chn mua mt tim bnh m. Tuy nhin v do hn ch v ngun lc cng nh kh

nng ca mnh, nhm ch tin hnh mt cuc nghin cu nh tnh nho nh (khong 10

ngi thuc nhm khch hng mc tiu) cng vi thng tin nghin cu t http://modern-

baking.com v bo co A step by step guide to starting a bakery business ca chnh ph

Quensland Australia nhm rt ra c mt s yu t sau: nguyn liu, gi c, a im

t ca hng, mi v, ng gi, v sinh an ton thc phm, mc tin li khi s dng,

nhn vin ca hng, cc chng trnh khuyn mi.

Bc 2: Nh 10 ngi khc, tin hnh mt cuc kho st cho im (theo thang im 5)

cho im nhng yu t tm c trn:

Bng 2 Bng tnh ton quan trng ca cc yu t

(The importance of each factors)

Yu t 1 2 3 4 5 Tng cng T l %Nguyn liu 4 6 46 12.37%

Gi c 3 5 2 39 10.48%ia im t ca hng 2 4 4 42 11.29%

Mi v 10 50 13.44%ng gi 2 4 4 32 8.60%

V sinh an ton thc phm 2 3 5 43 11.56%Mc tin l i khi s dng 3 4 3 40 10.75%

Nhn vin ca hng 3 4 3 40 10.75%Cc chng trnh khuyn mi 3 4 3 40 10.75%

372 100.00%


Trang 13

Bc 3: T cc yu t trn, ta s tin hnh cho im 2 i th cnh tranh chnh l Tous Les

Jour v Paris Baguette (theo thang im 5)

Bng 3 - Bng tnh trung bnh ca mi thng hiu ln mi thuc tnh

(Average ratings for each brand on each factor)

Bc 4: Kt hp hai bng trn ( ly s im ca bng nhn vi s % ca bng. V d trong

trng hp ca Nguyn liu-Tous les Jours: 0.37 = 3*12.37%) ta s ra c bng di y:

Bng 4 - Bng tm quan trng t l phn trm ln nh gi trung bnh

(Importance percentages times Average ratings)

Yu t Tous les Jours Paris Baguette TotalNguyn liu 0.37 0.37

Gi c 0.42 0.42ia im t ca hng 0.45 0.45

Mi v 0.47 0.40ng gi 0.30 0.34

V sinh an ton thc phm 0.35 0.35Mc tin li khi s dng 0.32 0.32

Nhn vin ca hng 0.32 0.38Cc chng trnh khuyn mi 0.43 0.43

Tng lng nhn thc (Total perception) 0.38 0.39 0.77Means 0.50 0.50

Yu t Tous les Jours Paris BaguetteNguyn liu 3 3

Gi c 4 4ia im t ca hng 4 4

Mi v 3.5 3ng gi 3.5 4

V sinh an ton thc phm 3 3Mc tin li khi s dng 3 3

Nhn vin ca hng 3 3.5Cc chng trnh khuyn mi 4 4

Tng cng 31 31.5


Trang 14

Nhn vo bng 2 ta c th thy c, 6 yu t m nhm khch hng mc tiu ca tim cho

im cao nht l: nguyn liu, mi v, v sinh an ton thc phm, mc tin li,

nhn vin ca hng v chng trnh khuyn mi. iu ny chng t rng nhm khch

hng mc tiu chn nhng yu t ny l nhng yu t quan trng nht khi h cn nhc

chn mt tim bnh m.

Ngoi ra khi nhn vo bng 4 ta c th thy c trong 6 yu t chn t bng u tin

th 3 yu t nguyn liu, v sinh an ton thc phm, mc tin li l ba yu t m c

hai tim Paris Baguette v Tour Les Jours c im thp nht.

Kt hp vi ba yu t ny cng vi nhng im khc bit ca chnh tim bnh Organic

cng nh nhng c im ca nhm khch hng chnh m tim hng ti, chin lc nh

v chnh ca tim c th hin nh sau:

2.4.1.3 Bn sc thng hiu ca tim bnh m Organic

Bn sc thng hiu (brand mantra) ca tim bnh m Organic l: Fresh, Good and

Caring. theo ui mc tiu nh v ny, tim bnh ra cc kt qu t c sau

y:

- Hp tc vi nhng chuyn gia lm bnh t nc ngoi (Php, M, Anh Quc v mt

s nc chu u khc) tin hnh to ra cng thc lm nhng chic bnh khng ch

ngon m cn rt tt v an ton cho sc khe ngi tiu dng.

- To dng nhng lin tng, hnh nh khi khch hng nh n tim bnh: uy tn,

m bo cho sc khe, cht lng, ngon v tt, gi c ph hp, thng qua cc

hot ng Marketing v truyn thng ca mnh.

- nh mt mc gi ph hp: cao hn 20% so vi cc tim bnh nh c Pht, ABC,

Nh Lan v 5-10% so vi cc tim bnh nh Tous Les Jour , Paris Baguaette.

- Cc a im giao dch c t cc khu trung tm chnh ca thnh ph (qun 1,

qun 3, qun 5, qun 7 v qun Ph Nhun). Cch trang tr, by bin sang trng, n

tng nhng cng rt gn gi, m p v thn thin.

- Phc v mi ngy hn 300 khch hng vo cui nm th 3 hot ng. Trung bnh

65% ch ngi ca ca hng u c khch gia cc gi 7h30 v 9h gi sng v t


Trang 15

6h30 9h gi ti, t th Hai n th Su v 80% vo cc ngy cui tun ca nm

u tin hot ng.

2.4.1.4 Yu t thng hiu

Tiu ch Tn thng hiu (organic bakery) Slogan (Always fresh, always natural)

D nh

So vi cc ca hng bnh ca i th

(Tous le Jours, Paris Baguette),

Organic kh d c v d nh. Ting

anh hin cng ph bin v d pht m

hn so vi ting Php.

Cu slogan va n gin va d hiu v d

nh, th hin c c tnh ca sn phm,

gn lin vi bn sc thng hiu v thng

ip m tim bnh tuyn truyn.

C

ngha

Organic trc tip lin quan ti im

khc bit ca tim bnh vi i th,

nu ln c im c bn v ct li nht

ca tim bnh: tim bnh m hu c

Fresh ng ngha vi bnh ti mi mi

ngy, khng c bnh d, khng dng bn

li qua nhiu ngy. Bn cnh , natural

th hin ngun nguyn liu hu c xanh

bo m cht lng v sinh an ton thc

phm v b dng, cng vi cch lm bnh

an ton nht khng ph thuc vo bt c

loi ph gia hay cht bo qun no khc

nhm to ra cc loi bnh khng ch c

hng v thm ngon ring ca mnh m

cn rt b dng v thn thin vi mi

trng.

Cu slogan va th hin c ngha

sn phm t nhin, ti ngon va th

hin c s cam kt v mt cht lng

ca tim bnh, m bo s hi lng

tuyt i cho ngi tiu dng.

a

thch

Hin khi nim thc phm hu c vn

cha ph bin trong ngi dn, h ch

bit n thc phm sch. Do tnh

Ngy nay, cng c nhiu tim bnh cnh

tranh, khch hng ngy cng chn lc hn

trong vic tiu dng ca mnh. Nhm nh


Trang 16

a thch cng s khng cao. Nhng tin

rng vi xu hng ngy cng quan tm

n sc khe, ch v cht lng

dinh dng th tn tim bnh s nh

mt li cam kt v cht lng bnh

vi NTD, h s ngy cng n nhn

khi nim ny.

vo tm l sc khe v nhu cu dinh dng

ca ngi tiu dng. Cu slogan trn va

gn gi, n gin v d nh, to n tng

mnh lu di vi khch hng, phn nh

c bn sc thng hiu va nhn mnh

vo nhu cu v sc khe ca ngi tiu

dng mang li s a thch ca khch

hng i vi tim bnh.

Tnh

chuyn

i c

Tim bnh hu c, cc sn phm ca

n cng phi lm t nguyn liu hu

c, ng thi cng gii hn trong cc

loi bnh, bnh m. Tnh chuyn i

khng cao.

Thch

ng c

qua thi

gian

Xu hng thc phm sch v tm

quan trng ca ngun gc thc phm

ngy cng tng nhanh, organic i

theo xu hng ny, do , chc chn

trong vi thp nin sp ti, organic

khng nhng khng li thi m s

ngy cng ph bin.

Vn v sc khe v ba n c ngi

tiu dng quan tm xuyn sut qua thi

gian. Bn cnh , ngi tiu dng lun

ch trng n sc khe ln hng u. Nm

bt c tm l ny, tim bnh a ra

cu slogan m c th thch ng c lu

di qua thi gian, ph hp vi mi thi i.

C th

bo v

c

Hin vn cha c ca hng no ti

Vit Nam c tng v bnh m hu

c v t organic vn cha c s

dng, c th ng k bn quyn.


Trang 17

3. K hoch Marketing Mix ca tim bnh m Organic 3.1 Sn phm ca tim (Product)

Sn phm chnh ca tim bao gm cc chng loi bnh nh: bnh m, bnh ngt, bnh

kem, Bn cnh , cn c cc sn phm ph (nc ung, nc gii kht,) i km vi

cc dch v cho tng nhm khch hng c th nh sau:

- Khch hng mi (nhng ngi sng hoc lm vic trong vng nm pht n v tr

tim bnh): Website v trang Facebook cung cp mt vi cng thc lm bnh c bn

ca tim dnh cho khch hng. Ngoi ra tim s tin hnh giao hng tn ni v tng

km mt s cc mu bnh min ph khi khch t hng.

- Khch hng tim nng (nhng ngi i ngang qua ca hng bnh m Organic): a ra

cc loi bnh c gi giao ng t 20.000VN cho n 400.000VN v d nh : bnh

trng , bnh croissant, bnh m trn, cc loi bnh nng, bnh m kp, bnh sinh

nht, ... . Hng ngy, tim s t bng hiu ng pha trc nhm cng b nhng s

la chn c bit trong ngy hoc mt s hot ng promotion khc.

- Khch hng mua trc t nht mt ln: a ra cc la chn combo (nh bnh

m trn, c ph, v tri cy ti / salad tri cy nh; bnh m kp, nc tri cy v

bnh nng/bnh kem, ).

- Khch hng dng ba n ti tim bnh m Organic t nht mt ln mi tun: cu lc

b thnh vin tim bnh m hu c Orti s cung cp cc th khch hng trung thnh,

nhng th ny s a ra cc la chn khc nhau chng hn nh min ph mt chic

bnh nu mua 5 bnh nng, qu tng cui tun, hay c ph min ph vi n hng

hn 100.000VN hoc nhiu hn.


Trang 18

3.1.1 Sn phm chnh

Bnh m nng Bnh ngt Bnh m kp Pastry: Bnh to, bnh khoai lang, bnh crosssaint cam, bnh tri cy,

Tiramisu cakes

Bnh m sandwich

Doughnuts: Bnh u , bnh chocolate,

Mousse cakes

Bnh m hamburgers

Baguette: bnh m Php, bnh m ti,

Butter cream cakes

Bnh baguette kp


Trang 19

3.1.2 Sn phm ph

Caf Drinks Others Caf nguyn cht (Brewed Coffee)

Smoothies

Salad tri cy

Thc ung Espresso

Teas

Mt

Ice creams


Trang 20

3.1.3 Nhng tri nghim dch v mang li Tim bnh m Organic s khuyn khch v ng vin khch hng thng qua nhng dch

v ngha sau

Cung cp nhng chic bnh y dinh dng, vi hng v tuyt li nhng cng rt

thun li cho khch hng.

Cung cp nhng dch v khch hng tuyt vi nht (qu trnh WOW)

Tin hnh chng trnh tip th trung thnh cho nhng khch hng c s ln mua

hng lp li cao

Tm cch thc mi v th v thng cho cc thnh vin tim bnh thng quacc

chng trnh khuyn mi, gim gi, v tng sn phm min ph, c bit l nhng

ngi c lng trung thnh cao.

3.1.4 Qu trnh WOW Qu trnh WOW l phng php m nhn vin ca tim bnh to ra mt tri nghim

tuyt vi v thoi mi cho bt c mi khch hng. Quy trnh bao gm:

o to cho mi nhn vin, khng ch ring b phn qun l dch v, nhng kin thc

ca cc thnh phn, nguyn liu v qu trnh nng bnh ca tim bnh Organic,

mi nhn vin c th gii thch cho khch hng hiu qu v dinh dng v mi

trng do ca hng mang li.

Cho khch hng mt cch chun mc v vui v

Cho php nhn vin ang thi hnh cng v ch ng, ngay c khi nh qun l khng

c mt, thay th n t hng ca khch hng, ngh nhng sn phm thay th, hoc

hon li tin trong trng hp m khch hng khng hi lng vi vic t hng.

S c mt vi v khch hng b n nh k nh gi vic tun th quy tc ca nhn

vin v kh nng p ng cho h, cng nh cht lng ca hng ho bnh.Nhn vin

s bit rng nhng khch hng b n s xut hin theo thi gian, nhng s khng bit

khi no.

Da vo cc cng thc nu n tiu chun ( c kim duyt k cng bi ch s hu

v cc chuyn gia quc t trong ngnh) c s dng cng vi trnh o to

chuyn mn ca nhng ngi th lm bnh, tim bnh m Organic s m bo tnh

nht qun v an ton ca cc sn phm.


Trang 21

3.2 Gi c (Price) Cao hn 5 10% so vi i th trc tip: Paris Baguette, Tours Les Jour.

Do quy m nh ca tim bnh v cc thnh phn cht lng cao hn m chng ti tin rng

khch hng s chp nhn cc mc gi cao hn v gi tr m h t trn sc khe ca h v

mi trng sng chung quanh. Nu s khc bit gia cc loi bnh xanh v an ton so vi

bnh bnh thng ch 5%- 10%, khch hng nht nh coi trng s khc bit ny s chp

nhn nhng chi ph thm v xem xt n l hp l cho gi n mt ba n lnh mnh.

3.3 a im t ca hng (Place) Ban u, Organic s m 1 tim ti khu trung tm, va nhm ng nhm khch hng

nh v trn v va nhm ti khch hng nc ngoi .

D nh t ca hng u tin trn ng Nam K Khi Ngha thuc khu vc qun 1 v

qun 3 thnh ph H Ch Minh.

Phong cch thit k ca ca hng: hin i, sang trng, nhng thoi mi v mang m

phong cch ging cc tim bnh Chu u.

K hoch bin i khch hng (Lead Conversion Plan) ti tim bnh

K hoch bin i khch hng bt u t khonh khc nhng v khch i ng ang

trong bn knh khong 50 km, h s cm nhn mt hng thm ca bnh mi nng.

Cc v tr u ng Nam K Khi Ngha s cho php mi hng bnh ti nng theo

lung gio vo khu vc xung quanh, khuyn khch khch hng tim nng i vo ca

hng. Mt bng hiu pha trc s cng b c bit trong ngy. Khi bc vo, mt

khng gian trn ngp cc loi bnh thm ngon v b dng s hin ra trc mt khch

hng, nhng chic bnh s c trnh by mt cch hp l gip cho khch hng d nhn

v chn la.

Menu c treo trn tng, ng sau quy tnh tin v trn cc bc tng i din s

c hin th cung cp nhiu la chn, bt u vi cc ty chn nhm n cc mc

tiu la chn mang i (u tin cc combo v menu cc loi bnh kp) tip theo s l

cc la chn cc gi n combo ti ch pha di (km theo menu cc loi sn phm

ph).

Vic gio dc s dng thc phm xanh v an ton n vi khch hng tim nng phi

xy ra thng qua cc bin hiu, poster c treo khp bn bc tng ca tim cng nh

menu sn phm v cc brouchures. Ngoi ra, nhn vin tim s cung cp thng tin cho


Trang 22

khch hng khi h c nhu cu mun tm hiu s b thm v quy trnh lm bnh cng

nh cch thc hot ng ca tim bnh.

3.4 K hoch truyn thng ca tim bnh Organic (Promotion)

3.4.1 Tng quan v k hoch truyn thng trong vng 3 nm Bng k hoch truyn thng (promotions) ca tim bnh Organic s ghi li qu trnh thc

hin cc hot ng tip th n ngi tiu dng c tin hnh trong vng ba nm. Mc d,

vo mi nm khc nhau th s c nhng phng php v chi tit cc hot ng thc hin c

th cho tng giai on tuy nhin vi mong mun cui cng l t c nhng mc tiu

ra, k hoch truyn thng s c s thng nht trong vic tin hnh s dng mt vi cng

c Promotions xuyn sut trong sut ba nm to ra s nht qun ca k hoch v theo

ng nh hng bn sc ca thng hiu (brand mantra) tim bnh m Organic.

3.4.1.1 Website Mc tiu ca trang web ca tim l:

- Khuyn khch khch truy cp ng k nhn cc bn tin ca ca hng

- n thm cc ca hng ngoi hin thc

Ni dung trn trang web s bao gm cc phn nh sau:

- Ni dung thng tin v ca hng (About us):

Lch s

Thng hiu

Tuyn dng

Cc bn tin bo ch (Press),

Ni dung v nhng chng trnh kinh doanh lin kt v cc i tc lin

kt (trong v ngoi nc).

- Menu : thng tin v cc sn phm.

- Promotions: thng tin v cc chng trnh khuyn mi ca tim dnh cho khch

hng

- Memberships:

Thng tin v cc hot ng v chng trnh dnh ring cho hi vin cu

lc b tim bnh Organic.

Lin h thng tin (vi cc mu cho cc cu hi v kin), bao gm c cc

lin kt km theo


Trang 23

- a im.

- Lin kt Facebook

Ty vo tng giai on truyn thng cng nh Marketing thc hin ca tim bnh m

ni dung update v thng tin ca trang web s c cp nht, ty chnh cho ph hp

nhm cung cp thng tin v nhng g din ra ti tim bnh cng nh mang li nhng tri

nghim tt nht n cho khch hng ca mnh.

3.4.1.2 Mng x hi Mt trang Facebook s c thnh lp tin hnh tip th cho nhng fan ng h. Cc

chng trnh truyn thng trn Facebook s tin hnh lin tc khuyn khch ngi

hm m chia s cc trang web vi bn b ca h. Trang Facebook s c cng mt

mc tiu vi trang web: khuyn khch cc khch hng tim nng n thm tim bnh

hu c Organic. Ngoi ra, trang Facebook cn c mt mc tiu b sung l lm su sc

hn mi lin h gia khch hng hin c v tim bnh hu c Organic bng cch cung

cp mt phng tin cho h tng tc vi tim bnh hu c Organic ngoi chuyn

thm ca h n ca hng. V d, khch hng ca tim bnh Organic s c khuyn

khch gi ch tho lun v cc loi bnh v "phong cch sng lnh mnh" v

ng hnh mnh ti ca hng ln trang Facebook ny.

Ty vo mi giai on khc nhau ca tim bnh m trang Facebook s c nhng

chuyn khc nhau a ra nhng ni dung c bit v hp dn nhm phc v v

tng a thich ca tt c mi ngi khng ch ring nhm khch hng mc tiu.

Cch thu ht khch hng trn Facebook

Hin nay, trang Facebook a im n ung ( 153.000 ngi thch trang ny) v

a im n ung Si Gn (25.000 ngi thch trang ny) rt c s tin tng

ca rt nhiu ngi. Hai trang ny chuyn ng cc a im n ung tt cho nhng

ai yu thch m thc v hu nh nhng ni trang ny ng tin u c cc bn

quan tm, ch .

V vy, ca hng ca chng ta s lin h vi trang a im n ung h vit

bi v gii thiu v tim bnh, km theo link trang Facebook ca tim bnh cng


Trang 24

nh chia s trn tng Facebook ca h nhm gii thiu v cc chng trnh ca

tim bnh mi khi tim bnh trong tng giai on c th.

Ngoi ra nhm s tin hnh nh nhng ngi bn thn thit trn Facebook ca

nhm tin hnh like trang Facebook ca tim bnh v chia s trn tng Facebook

ca h mi khi tim bnh c cp nht g mi thng qua tng mc nhn bit

ca tim bnh n vi tt c mi ngi v c khch hng mc tiu.

Mua lt like trn Facebook, da theo nguyn l Domino th h trang Facebook no

c nhiu ngi like th trang Facebook s c lng truy cp cao. Chnh v vy,

nhm s tin hnh mua lt like trn Facebook nhm thu ht tt c mi ngi (bao

gm c nhm khch hng mc tiu).

3.4.1.3 a im bn hng

Thit k ca tim bnh s c tin hnh bi ch ca hng v mt cng ty chuyn v

xy dng v thit k. Thit k phn giao dch ca ca hng s bao gm hai phn chnh

l phn bakery v phn caf vi cc tng ch o l : nu, vng, trng, cc loi mu

xanh l cy. Phong cch thit k phi hin i, sang trng, nhng thoi mi v mang

m phong cch ging cc tim bnh Chu u.

Phn bakery: nm tng trt, i din ca ra vo.

- Khu chnh gia: s c nhng chic bn ng mt s bnh m nng v a s l

bnh kp.

- Khu bn tri: s c thm mt vi t ng cc loi bnh m nng v cu thang ln

trn tng 2.

- Ton b tng khu bn phi s trao cc poster, banner v vic ng h bo v mi

trng xanh cng nh cc slogan c v vic n ung lnh mnh tt cho sc khe

ca khch hng v bo v mi trng.

- Khu bn phi: s l quy tnh tin v cc t lnh ng cc loi bnh ngt v

ung lnh. Bn trn tng s l cc bng menu ghi li cc la chn cho khch hng.

- K bn cc t lnh ng bnh s l quy thanh ton v ton b tng ca khu bn

phi s l bng cc menu cc loi bnh (u tin cc combo mang i v sn phm

ph).


Trang 25

Phn caf: nm tng 2 v 3.

Nhng chic bn v gh s c lm bng mu trng v c thit k nh sau:

t chnh gia

t cc gc

Ngoi ra cc ph liu trang tr bn trong ca hng s gm c:

Cc chu hoa king:

t trn bn


Trang 26

Dng treo

Gi ng bnh m (c an bng tre, my hoc cc vt liu hu c khc).

Ti ng bnh m mang i


Trang 27

Cc chm n mu xanh l cy v trng

Khn tri bn hnh thoi, caro v mu xanh l.

Chic thng rc mu en, dng bn di chn bn.

Ming ly nc in hnh logo tim

Nhng bn nhc c m trong tim l nhng bn nhc giao hng c in ca chu u,

mang cm gic nh nhng, thoi mi v d chu n vi khch hng.

Khi khch hng bc vo, h s cm nhn c hng thm thoang thong ca cc loi

bnh m nng, kch thch cm gic thm n ca h.

3.4.1.4 Chng trnh th thnh vin cu lc b Organic Bng cch khuyn khch nhn vin nhn ra cc khch hng thng xuyn, v ngh

khch hng nu h mun l mt thnh vin (sau khi kim tra) v nhp t cch thnh

vin ca h vo my tnh. Tham gia thnh vin ca cu lc b yu cu khch hng

ghi tn h v a ch email v mt s thng tin khc trn mt mu n ngn. H c

mt th hi vin ti thi im v tt c thng tin ca h s c nhp vo my tnh.


Trang 28

Cc thnh vin ca cu lc b tim bnh m Organic s nhn cc bn tin in t t ng

vo email ca h, v s tin h tiu cho mi ln mua hng cng nh s ln mua hng s

c lu tr v lin kt vi th thnh vin ca h. Ni dung c th ca chng trnh

th thnh vin c tin hnh nh sau:

Membership card Premium card

i tng

Tt c khch hng mua hng trn

500.000 k t ngy chng trnh bt

u

Khch hng thnh vin c s tin

mua hng tch ly ln n 7 triu

ng trong vng mt nm

ng k

Khi iu kin tr thnh thnh vin

ca ca hng, khch hng c nhn th

thnh vin ngay ti ca hng, khi

khch hng c hai la chn:

1. in vo form ng k thnh vin

ngay ti ca hng v ngay lp tc tr

thnh thnh vin v hng u i t

ca hng.

2. ng k online ti website ca ca

hng (www.organicbakery.com) vi

m s thnh vin trn th thnh vin

nhn ti ca hng

Khi tch im v iu

kin tr thnh mt premium

customer , khch hng s c

nhn email thng bo, nu ng

, ca hng s giao th tn nh

khch hng.

Tch ly

ti khon im

Mi ln mua hng khch hng thn thit c tch ly s im tng

ng vi s tin trn ha n.

Mi ln khch hng gii thiu c mt khch hng mi tham gia

chng trnh khch hng thn thit s c cng vo ti khon im

100.000 im

u i

Gim 2% trn mi ha n

Gim 5% trn mi ha n trn

200.000

C hi tr thnh thnh vin cao cp

ca ca hng

Gim 5% trn mi ha n

Gim 10% trn mi ha n

trn 200.000

L i tng ca chng trnh

nim vui bt ng


Trang 29

L i tng trng thng trong

chng trnh nim vui bt ng

Min ph t bn trc

3.4.2 K hoch truyn thng trong nm u tin

3.4.2.1 Mc tiu chung

Tng mc nhn bit v tim bnh Organic ln 90% i vi nhm khch hng

mc tiu so vi giai on mi m ca tim.

Tng mc nhn bit i vi nhm khch hng mc tiu v cc thng tin, chng

trnh hot ng ca tim bnh ln n 90%.

Tng mc a thch i vi tim bnh 70% i vi nhm khch hng mc tiu.

Tng mc a thch so vi cc i th cnh tranh chnh l 60%.

Mc mua hng ca nhm khch hng mc tiu s mua bnh ti tim l 90%.

Cch thc o lng cc mc tiu

o lng cc mc tiu ra, nhm s tin hnh hai cuc nghin cu th trng

nh trong nm u tin cng nh thit k mt bng cu hi chung nhm nh gi

mc thc hin ca cc mc tiu trn thng qua hai k (thng 3/2013 - 20/10/2013

v 11/2013 - 8/3/2014).

- u tin, chng ti s lin h Phng thng mi cng nghip Vit Nam, chi

nhnh TP.HCM c c thng tin v nhng doanh nghip gn tim bnh.

K tip, nhm s chn lc cc cng ty gn khu vc tim bnh tin hnh

kho st nhm khch hng mc tiu kho st cc mc tiu tim bnh

ra.

- Tip theo nhm s tin hnh nh cc khch hng mc tiu ca mnh tr li cc

cu hi trong bng phng vn thng qua hai chng trnh kt hp vi cc

doanh nghip tng bnh min ph v phng vn trc tip ti ca hng . D

tnh s ngi tham gia mi k l 250 ngi.

i vi chng trnh kt hp vi cc doanh nghip tng bnh min ph: tim

bnh s kt hp vi 2 n 3 doanh nghip c quy m va v nh tin hnh tng

400 phiu qu (mi k), mi phiu tr gi 40.000 VN cho cc nhn vin n ca h

nhn dp ngy Ph n Vit Nam 20/10/2013 v Quc t ph n 8/3/2014. nhn

c phiu qu h s phi mua ha n trn 70.000 VN, v ngy ht hn ca


Trang 30

phiu qu s l 21/10/2013 v 9/3/2014. V trong khi h gn dng bnh xong, nhn

vin s mang phiu cu hi ra v nh h tr li gip bng cu hi trn.

Cn hng trnh phng vn trc tip ti ca hng th i vi khch hng c ha

n mua hng trn 70.000 VN v dng bnh ti ch. Nhn vin s em tng h

mt phn bnh c tr gi khong 35.000 VN tng h nhn ngy 20/10/2013 v

8/3/2014. Thi gian tin hnh l cc ngy 19/10/2013 v 20/10/2013; 7/3/2014 v

8/3/2014. Ngoi ra, cng ging chng trnh kt hp cng cng ty tng qu, trong

khi h gn dng bnh xong, nhn vin s mang phiu cu hi ra v nh h tr li

gip bng cu hi trn (Gii hn s ngi tr li ti tim s l 60 ngi mi k).

Thng qua hai chng trnh trn, d kin s lng mu tham gia nghin cu t

c s l 250 mu mi k (trong 190 ngi l t chng trnh kt hp vi

doanh nghip). V t 250 mu ny, tim bnh s tin hnh phn tch, thng k v

nh gi mc hon thnh ca mc tiu trong nm u tin.

3.4.2.2 K hoch truyn thng giai on 1 (t ngy 16/02/2012 n ngy 31/03/2013)

Ch giai on 1: Gii thiu v loi hnh bnh t nguyn liu xanh khai trng ca hng

Mc ch

- Thng tin n khch hng v s c mt ca tim bnh Organic.

- Tng nhn bit ca khch hng i vi tim bnh

- Thng tin n khch hng v li ch ca vic s dng sn phm t nguyn liu xanh.

- Truyn thng v nhng hot ng sp din ra giai on 2.

K hoch truyn thng giai on 1

Cng c qung b Ni dung thc hin Thi gian

Qung co

ti ch

(Banner

ngoi tri,

t banner, poster bn ngoi ni ca hng ang xy dng (trn

ng Nam K Khi Ngha thuc khu vc qun 1 v qun 3

thnh ph H Ch Minh) nhm gy s ch n nhng khch

hng qua li khu vc ny. Banner, poster s c thit k vi

Thi gian t Banner, poster: ngy 16/02/2013


Trang 31

poster) nhng hnh nh m t nhng chic bnh vi nguyn liu xanh

nhm to s t m ni khch hng, nhng khng lm mt i hnh

nh sang trng ca ca hng.

ng bi editorial online

- Bi vit s 1 ni v Thc phm xanh v gii thiu cc ca

hng bn thc phm xanh u tin ti Vit Nam nhm to cho

khch hng mt ci nhn thin cm v nhng sn phm lm t

nguyn liu xanh.

- Bi vit s 2 ni v Vn s dng cc nguyn liu c hi

(s dng cc ha cht c hi n con ngi trong qu trnh

trng trt, chn nui cng nh ch bin v sn xut) trong ch

bin thc phm s c tc ng khng tt n sc khe ca con

ngi cng nh nh hng n mi trng sng chung quanh.

Trong bi vit ny cng s cp n website tim bnh

(http://organicbakery.com.vn) v cc nh ca hng thc phm

xanh cung cp nguyn liu cho ca hng.

Thi gian ng bi s 1 v cc bo ng:

Hai bi ng u s c ng trn trang mng:

- Trang Eva.vn chuyn mc Tin tc.

- Trang 24h.com.vn chuyn mc m thc.

Thi gian ng bi s 1: ngy 16/02/2013

Thi gian ng bi s 2: ngy 1/3/2013

Facebook,

website

Trong giai on ny, Facebook: Organic Bakery s c tung

ra, trn trang Facebook s ng bi vit ni v:

- Chia s nhng kin thc, s hiu bit v kinh nghim v

li ch ca thc phm lm bng nguyn liu ti v xanh

mang li cho khch hng v mi trng xung quanh.

- Chia s nhng cu chuyn, cng nh cc tiu s v ngha

ca nhng chic bnh.

- Chia s cch thng thc nhng chic bnh cho ng iu.

Thi gian lp facebook: 16/02/2013


Trang 32

V d nh: trong tm trng no th nn s dng loi bnh g

ph hp vi hon cnh cng nh tm l vo lc y hoc

bnh no th nn s dng km ung no,

- Hng dn cch lm mt vi loi bnh n gin, nhng

c o n vi khch hng.

Ngoi ra trong giai on ny, Website chnh thc cng s c

tung ra cng ngy vi Facebook.

Groupon

V tim bnh Organic l mt tim bnh mi m, chnh v vy

khch hng cha c bt c tri nghim no i vi tim. Vic

thc hin groupon trn trang http://nhommua.com va gip tng

nhn bit ca khch hng i vi tim va gip cho khch

hng c c hi tri nghim cht lng sn phm, dch v vi mt

khon chi ph u i.

Trang http://nhommua.com s tin hnh ng vo ngy 1/3/2013

cho n ht ngy 4/3/2013.Thi gian s dng groupon s bt u

t ngy 4/13/2012 cho n ht ngy 14/3/2013.

S lng groupon l: 150 phiu. Phiu goupon l mt 1 set

combo ca tim bnh bao gm (mt bnh kp sandwich tht g,

mt chic bnh nng to v mt cc smoothies ty chn hng

v) tr gi 80.000 VN.

Sau khi nhn c phiu t Nhommua, khch hng s mang

phiu n tim bnh v trao cho nhn vin. Sau khi nhn c

phiu, nhn vin s mang phn n tng ng ging nh trn

groupon.

Thi gian ng groupon:

1/3/2013 - 14/3/2013

Chng ti chn hai trang mng ny v hai l do:

- Eva.vn v 24h.com.vn l hai trang mng kh ni ting v c kh lng

ngi truy cp cao.Trong , trang 24h c truy cp cao th 2 trong cc


Trang 33

trang web ca Vit Nam (http://vietbao.vn/Kinh-te/Top-5-Website-hang-

dau-tai-Viet-Nam/20674838/87/) nn nu ng tin trn trang ny s gip

tng nhn bit ca tim bnh n tt c mi ngi (target audience), cn

i vi trang eva.vn th c c gi trung thnh l nhng ngi ph n

(phn ln l dn vn phng) trong c c nhng khch hng tim nng

trong tng lai (potential customers) cng nh nhm khch hng m tim

ang nhm ti (target customers). T cc l do trn gip cho cc bi ng

ca chng ti n ng c gi m chng ti hng ti, thu ht s ch

ca h vi ca hng, nhm tng nhn bit cng nh to s yu thch i

vi h.

- Ngoi ra, chng ti chn trang mng m khng chn bo giy l do cc

trang mng c lng truy cp cao, ngi truy cp c kh nng chia s vi

ngi khc, cc bi bo c lu tr nn d dng c xem li v nhc li,

ng thi cn c s lin kt (link) gia cc bi lin quan, c gi s dng

theo di v tm kim. Hn na, tim ang trong giai on khai trng, cn

nhiu chi ph cho nhiu hot ng, s dng bo mng thay cho bo giy s

tit kim c mt phn chi ph kh ln m vn t c hiu qu mong

mun.


Mc ch

- Xy dng v nng cao lng trung thnh ni khch hng.

- Thu ht khch hng v tng tn sut mua hng ca khch hng mi thng qua mi quan h xy dng c vi cc khch hng hin ti.

- Xy dng c s d liu khch hng.

K hoch truyn thng cho giai on 2

Tn

chng trnh

Cng c

qung b Ni dung thc hin

Thi gian

thc hin


Trang 34

Pht hnh

hai loi th

thnh vin

Qung b ti

ca hng,

website,

facebook

Ca hng xy dng lng trung thnh ni khch

hng thng qua tung ra hai loi th: th thnh

vin (membership card) dnh cho khch hng

thnh vin thn thit v th cao cp (premium

card) dnh cho khch hng cao cp. Thng qua

chng trnh ny, ca hng mun nhn mnh:

nhn vin khng cn n thun l nhn vin

bn hng m tr thnh nhng ngi bn thn

thit, mang li nhng tri nghim v mt dch

v chuyn nghip nht, khng gian thoi mi v

thn thit nht cng vi nhng u i m ch

mt khch hng thnh vin mi c c.

Chng trnh

di hn, bt

u t ngy

1/4/2013

Nim vui

bt ng

- Qung co

ti ch.

- Qua gi n

email ca

khch hng

thnh vin,

khch hng

cao cp.

- Qung b

qua website

v trang

facebook

ca ca

hng.

- Mc ch: To s bt ng v hi lng ni

khch hng, t tng s ln h la chn v

gh thm khch hng. ng thi, thu ht s t

m ni bn b, ng nghip, ngi thn ca

khch hng c nhn qu khch hng tim

nng, t tng s lng khch hng n

thm v mua hng ti ca hng.

- i tng: Khch hng thnh vin v khch

hng cao cp c tn s mua hng v mc mua

hng trung bnh cao.

- Ni dung thc hin:

Mi tun s c mt khch hng c ca

hng chn ngu nhin tr thnh khch

hng may mn. Khch hng may mn s c

nhn mt gi bnh tr gi 300.000 ca ca

hng. Nhn mnh l phn thng s c giao

tn tay khch hng may mn, nht l ti ni

Chng trnh

ko di trong

c giai on

3 t 1/4 -

31/7/2013


Trang 35

lm vic ca h. iu ny va to c s bt

ng, hi lng ni khch hng may mn, va

to c s n tng, t m ni cc khch

hng tim nng.

Khi giao hng, nhn vin s chp nh khch

hng may mn cng vi tng phm h nhn

c. Hnh nh cng vi cm ngh (nu c)

ca khch hng s c ng ti trn website

v trang facebook ca ca hng. y l mt

cch thu ht s ch ca khch hng ng

thi qung b cho ca hng vi chi ph kh

thp.

Bn cnh , i tng c chn l khch

hng thn thit v khch hng cao cp, ca

hng c y thng tin khch hng cng s

lng mua hng d dng la chn v giao

n tn tay khch hng. iu ny cn gip

duy tr v nng cao s yu thch, lng trung

thnh ni khch hng.


Ch giai on 3: Gii thiu v quy trnh ch bin an ton, khng cha ha cht, m bo cht lng.

Mc ch

- Nng cao mc nhn bit ca khch hng v tim bnh Organic.

- Cng c nim tin ca khch hng v loi hnh bnh t nguyn liu xanh, m bo cht lng v an ton sc khe.

- Chia s kinh nghim v mt s b quyt lm bnh ca tim bnh Organic.

K hoch truyn thng cho giai on 3


Trang 36

Tn

chng trnh

Cng c

qung b Ni dung thc hin Thi gian thc hin

ng video clip v bi

editorial

ng video clip phng s gii thiu quy trnh lm bnh t khu nguyn liu, ch bin n ng gi, bo qun, ng thi m t qui trnh thc hin th cng cng m bo cht lng, an ton m vn cho ra cc loi bnh ph hp khu v ngi Vit Nam. Bn cnh , nhn dp gn l trung thu, tim bnh s hng dn mt vi b quyt lm bnh trung thu ngon v n gin cho nhng ngi ph n am m lm bnh.

Video clip c pht trn TV ngay ti ca hng v ng trn website v trang Facebook ca tim bnh.

Bi editorial s ni v Tc hi ca nhng chic bnh t nhng nguyn liu khng t nhin, cha ha cht gy hi sc khe ngi tiu dng. Bn cnh , s ng km theo clip hng dn v thng tin website, a ch ca tim cui bi.

ng bi editorial (v

video clip) vo th 7 ngy 07/09/2013 trn cc trang:

- Bo online trang Eva.vn chuyn mc Tin tc.

- Bo online trang 24h.com.vn chuyn mc m thc.

Nt nhc

cui tun

Ton b cc tit mc ca cc nhc cng s c tim ghi hnh li v ng ln facebook v website

Trong cc m th 7 thng 8 v 9, khch hng s c thng thc cc tit mc c tu violin hoc ghita. y s

Chng trnh s din ra mi ti th 7 trong hai thng 08 v 09/2013. Bt u lc


Trang 37

ca tim.

T ri: t bm c t

ti ca hng, thng bo

chng trnh n khch

hng n mua hng v

cm thy hng th vi

chng trnh. Cc t

bm c t ngay quy

thu ngn, khch hng c

hng th s t ly, nhn

vin tuyt i khng pht

trn lan hoc pht trc

ca ca hng.

l mt im nhn cho hot ng ca ca tim v cng l mt c hi khch hng tn hng ngy cui tun thoi mi, va tr chuyn vi bn b, ngi thn va nhm nhi ming bnh Tiramisu ngt ngt hay ly smoothies thm ngon.

Nu chng trnh thnh cng v nhn c s n nhn t khch hng, hot ng ny c th c m rng vi nhiu hnh thc hn, tr thnh hot ng thng k, mt im nhn ti ca hng.

19h30 v kt thc lc 21h00.


Ch giai on 4: t lm bnh ti ca hng tng ngi thn trong dp l c bit cui nm

Mc ch

- Gii thiu chng trnh t lm bnh ti ca hng, nhm vo cc dp l c bit trong nm khch hng c th t lm bnh tng ngi thn trong dp l c bit ny.

- To ra chng trnh mi l, hp dn khch hng.

- To lng trung, duy tr mi quan h vi khch hng.

- Tng tn sut mua hng, thu ht khch mi.

Chng trnh Chic bnh yu thng

- Thi gian thc hin: 31/11/2013 - 1/1/2014

- Ni dung thc hin


Trang 38

Khch hng s c cung cp 1 khay to v 5 a nh i vi bnh kem, 3 a nh i vi bnh donut, cha nguyn liu trang tr bnh. Bnh kem s c ph kem (c 2 v: vani v chocolate. Ti ca hng c s c k trng by nguyn liu cho khch hng la chn (khong 20 loi).

Khch hng s c th cng vi ngi thn, bn b tri qua thi gian vui v v th v khi th hin s sng to thng qua trang tr nhng chic bnh theo s thch ca mnh. y s l mt hot ng gii tr va th v va ngha khi nhng chic bnh t trang tr thnh mn qu mang theo thng ip yu thng ca h. Khi , nhng chic bnh dng nh cng s thm ngon hn, n bnh cng tr thnh nhng tri nghim th v hn.

Chun b bnh v nguyn liu cho khch hng trang tr bnh:

S lng bnh sn xut/ngy (d tnh) Gi bnh Gi nguyn liu trang

tr * Bnh kem c va (4phn, ng knh 16cm)

25 150.000 70.000

Bnh kem c nh (5phn, ng knh 20cm)

25 100.000 50.000

Bnh donut 50 15.000 15.000

*Lu : c chn 3 loi nguyn liu trang tr i vi Donut v c chn 6 loi nguyn liu trang tr i vi bnh kem. Gi nguyn liu tnh chung vi ha n mua bnh. Khng bn bnh cha trang tr.

- Cng c qung b

+ TVC

Thc hin mt TVC v ng trn mn hnh LCD ti ca hng, trn website v facebook. TVC di 30s v c ng trong sut thi gian din ra chng trnh

Ni dung TVC: mt cp tnh nhn kh ngn ngm vi cc hot ng Ging sinh c rch, h tnh c i ngang tim bnh v nh mt b thu ht bi m thanh vui v v cc hot ng ang din ra trong ca hng bnh Organic Bakery. D dt t tay y ca v bc vo, h ng ngng vi nhng g ang din ra trong ca tim. Mi thm bnh lan ta trong khng kh, mu sc trang tr p mt, m thanh chuyn tr vui v to nn mt khung cnh m cng. Trong ca tim hin gi l tng tp, tng tp khch hng cng nhau ci a, trang tr nhng chic bnh mt cch v cng ng nghnh, phong cch trang tr khng th no bt gp bt k mt


Trang 39

ca hng bnh no khc. H b cun vo mt khng kh Ging Sinh m p theo mt phong cch hon ton khc

+ Facebook

ng TVC qung b v ni dung ca chng trnh event ln trang Facebook.

Lin kt vi hai trang facebook a im n ung v a im n ung Si Gn hai trang ni v m thc c lng like v ngi tham gia kh cao - v ng thng tin v chng trnh.

Hnh nh khch hng lm bnh s c chp li v cng c ng ln facebook ca tim, ng thi, s dng cc chc nng ca facebook nh tag friends cng nhiu ngi xem v comment v hnh nh hot ng v tim bnh cng tt, nh tim s tng c mc nhn bit v c mc yu thch ca khch hng.

3.4.2.6 Lch trnh Marketing trong nm u tin (Marketing calendar) Nhng s liu c th (critical numbers)

Nhng d bo v cc s liu di y hu ht l do kin ch quan ca nhm (

tham kho qua k hoch Marketing ca tim bnh hu c Orti v ging vin hng

dn) v mong mun ca ngi ch s hu. Da trn c s quan st hot ng

kinh doanh ca tim bnh Paris Baguette nm trn ng Cao Thng, nhm

dnh mt ngy ti qun v m s lng ngi vo tim mua bnh cng nh quan

st s lng bnh h mua v gi tin ca cc loi bnh cng nh cc loi ung

tin hnh d on doanh thu tim bnh Organic . Ngoi ra nhm cng cho rng

khi tim bnh khai trng nm trn ng Nam K Khi Ngha (mt tuyn ng

chnh ca thnh ph), vi mt s lng ngi ln qua li khong hn 10.000 ngi

(nhm ngi ti mt qun caf trn ng gn khu vc d nh m tim bnh v

tnh ton s b s lng ngi i li) th gi s ch c 1% l thuc nhm khch

hng mc tiu v i vo tim bnh th trong mt ngy t nht tim cng bn c

100 chic bnh. Chnh v vy nhng d bo s liu sau y l c th v c th tin

cy c.

D bo doanh s

Doanh s bn hng c theo di theo ba mc c bn sau y: bnh m nng,

bnh ngt, bnh kp, sn phm km theo (caf, drinks v cc loi khc).


Trang 40

Doanh thu d kin tng 5% mi thng trong nm u tin v sau 10% mi nm

trong nm th hai v th ba:

Hnh 1 Biu d bo doanh s bn hng the tng thng ca nm th nht

Hnh 2 Biu d bo v doanh thu trong ba nm u kinh doanh

Bng 4 Bng d bo doanh thu trong 3 nm


Trang 41

n v: 1.000 VN Nm 1 Nm 2 Nm 3Doanh thu 6327058 6959764 7655740

Gi thnh sn xut (direct cost) 1581764 1739941 1913935Tng li nhun (gross margin) 4745293 5219823 5741805

Chi ph cho hot ng kinh doanh 2135382 2087929 2296722Chi ph iu hnh 30% 1423588 1565947 1722541

Chi ph hot ng Marketing 711794 521982 574180Tin tr li sut ngn hng 15% (Interests) 711794 782973 861271

Thu (Tax) 1804211 1984533 2182886Thu thu nhp doanh nghip 28% 1328682 1461550 1607705

Thu gi tr gia tng 10% 474529 521982 574180Thu mn bi 1000 1000 1000

Li nhun (Net Profit) 93906 364388 400926

Chi ph hot ng Marketing

Chi ph tip th lin tc tng cng chim 15% li nhun trc thu trong nm u

tin v gim xung cn khong 10% li nhun trc thu trong nhng nm

tip theo.

Bng 5 - Bng chi ph cc giai on hot ng Marketing trong nm u tin

Giai on Cng c Din gii Thnh tin (n v VN)

Giai on 1 (16.2.2013 31.3.2013)

Banner ngoi tri 0.6 x 2m ( bao gm chi ph thit k ) 150.000

Poster 1m2 x 2m ( bao gm chi ph thit k ) 1.000.000

ng bi

ng trn bo online trang Eva.vn chuyn mc Tin tc vo th 7, ngy 16/02/2013.

2.300.000

ng trn bo online trang 24h.com.vn chuyn mc m thc vo th 7, ngy 16/02/2013

2.500.000

Groupon

ng coupon trn http://nhommua.com (150 th, chit khu 30% t gi bn 150 coupon )

3.600.000

Tng cng 9.550.000

Giai on 2 (1.4.2013 31.7.2013)

Pht hnh th thnh vin

Lm th thnh vin cho khch

hng thn thit cng vi u i m khch hng s nhn c

7.650.000


Trang 42

(D on s th s tung ra l 850

th)

Chng trnh nim vui bt ng

Trao tng nhng phn qu bt ng cho khch hng ti nh ring, cng

ty

17 gi x 300.000 + 850.000 ( chi ph giao hng )

5.950.000

Tng cng 13.600.000

Giai on 3 (1.8.2013 30.9-2013)

Video phng s Quay clip phng s ngn 8.000.000

ng bi

ng trn bo online trang Eva.vn

chuyn mc Tin Tc vo th 7 ( 7.9.2013 )

2.300.000

ng trn bo online trang 24h.com.vn chuyn mc m Thc vo th 7 ( 7.9.2013 )

2.500.000

Chi nhc c mi cui tun

Chi nhc c: Violin, guitar, ti tim bnh 4.500.000

Tng cng 17.300.000

Giai on 4 ( 1.12.2013

1.1.2014 ) Thc hin TVC

- Chng trnh ko di t

1/12/2013 1/1/2014. To

c hi cho khch hng

trang tr bnh kem, donut

ti ca hng tng nhng

ngi yu thng

- S mn th quay phim c

tay ngh, tng th ca

hng c v din vin th

c th thu sinh vin.

- TVC s c trnh chiu ti ca hng, facebook v

website.

50.000.000

Tng cng 50.000.000


Trang 43

Chi ph tng cng ton chng trnh 90.450.000

Bng 6 Bng chi ph c th cho hot ng Marketing nm u

Cc hot ng Marketing cho nm u S tin chi (n v: 1.000 VN) Chi ph trang tr ca hng 355897

Chi ph trang phc v hun luyn nhn vin 50000 Chi ph cho trang Web 20000 Chi ph cho Facebook 10000

Chi ph cho kho st ln 1 3000 Chi ph cc giai on thc hin 96000

Chi ph d phng 176897 Tng chi ph 711794

Cc ch s chnh o lng hot ng Marketing

- Doanh s bn hng (Revenue)

- S lng ngi i ngang qua ca hng trong 1 thng (Leads)

- S ngi s mua hng. (Leads Converted): Mi thng gi s trung bnh hng

thng tng 50 ngi.

- Trung bnh s ln giao dch trong mt thng ca khch hng (Average

Transactions Per Customer).

- Trung bnh s tin mi khch hng mua trong mt thng ( Average Money Per

Customer). D kin s tng ng k khi khch hng mua nhiu hn v nhiu hn

na mi thng.

- S lng thnh vin cu lc b: D kin s tng ngy cng tng

Bng 7 Bng cc ch s o lng hot ng Marketing

Nm 1 Nm 2 Nm 3Doanh s bnh bn c trong 1 nm (1.000VN) 6327058 6959764 7655740S lng ngi i ngang qua ca hng 300000 300000 300000S lng ngi mua bnh 39300 39900 40500Trung bnh s ln mi khch hng mua trong mt thng 3 5 5Trung bnh s tin mi khch hng mua trong mt thng 160 460 470Thnh vin cu lc b tim bnh 1000 2000 2500Li chng thc 45 60 60


Trang 44

KT LUN

Khi thc hin n, hnh thnh tn gi, thng hiu cho ca hng bnh, thng qua ci tn

Organic Bakery, chng ti mong mun ngay t thng hiu ca ca tim l li gii thch tt

nht cho s c o ca tim bnh: nguyn liu thc phm hu c, an ton v tt cho sc khe.

Khch hng khi n tim s c nhng tri nghim khng ch v cc loi bnh va ngon, va tt

cho sc khe m hn th na l tri nghim v mt dch v tt nht, thi phc v tn tnh,

thn thin, khng gian th gin thoi mi, m cng.

Chng ti khng mun s dng mt ci tn Php khin khch hng lin tng n bnh m

Php, iu m chng ti mun nhn mnh l: mt ca hng bnh m, khng ch ngon m

cn m bo an ton sc khe khch hng ca mnh cng nh thn thin vi mi trng. Qua

s chm cht trong tng chi tit ca tim, chng ti hy vng tng v m hnh tim bnh hu

c Organic c th thc hin v pht trin trong tng lai v p dng c vo thc t.


Trang ix

PH LC 1. Bng tnh Gap Dashboard trong nm u tin

Gap Dashboard

Thng 3/2013

Thng 4/2013

Thng 5/2013

Thng 6/2013

Thng 7/2013

Thng 8/2013

Thng 9/2013

Thng 10/2013

Thng 11/2013

Thng 12/2013

Thng 1/2014

Thng 2/2014

Mc tiu kinh doanh Tng

doanh thu (1.000VN)

397500 417375 438244 460156 483164 507322 532688 559322 587289 616653 647486 679860

S ln trung bnh giao dch

ca khch hng (1.000VN)

1 2 2 2 3 3 3 3 3 4 4 4

Trung bnh s tin giao dch

ca khch hng (1.000VN)

133 137 141 146 151 156 161 167 173 179 185 192

Mc tiu o lng S lng thnh vin cu lc b 0 0 0 100 250 300 400 500 600 700 800 850

S lng doanh nghip

hp tc 4 4 4 4 4 4 4 5 5 5 5 5

S lng ngi ng h

Online (Facebook)

0 50 85 120 155 190 225 260 295 330 365 400

Mc tiu chin lc Th phn 0% 0.00% 7.00% 8.15% 8% 8.25% 8% 9.00% 10.00% 11.00% 12.00% 13%

S ca tim khai trng 1 1 1 1 1 1 1 1 1 1 1 1


Trang x

2. Cch d don khch hng mc tiu

C nc c khong 2,7 triu ngi c trnh i hc tr ln, chim 4,5% lc lng lao ng. Ph n chim 34% nhng ngi c

trnh i hc,

Thnh ph H Ch Minh c khong 233055 ( dn s trong tui lao ng 5.179.000 ngi) c trnh i hc tr ln. Trong

ph n c trnh i hoc l 79238 ngi

T l % dn s n t 25-40 tui l 46.5%

Nh vy dn s n c trnh i hc tr ln ti thnh ph H Ch Minh v t 25-40 tui l =36846 ngi


Trang xi

3. D bo doanh s (gross margin) trong nm u tin

D bo doanh s S lng bnh bn ra

trong 1 thng Thng 3/2013

Thng 4/2013

Thng 5/2013

Thng 6/2013

Thng 7/2013

Thng 8/2013

Thng 9/2013

Thng 10/2013

Thng 11/2013

Thng 12/2013

Thng 1/2014

Thng 2/2014

Bnh m nng 2500 2625 2756 2894 3039 3191 3350 3518 3694 3878 4072 4276 Bnh ngt 1000 1050 1103 1158 1216 1276 1340 1407 1477 1551 1629 1710 Bnh kp 700 735 772 810 851 893 938 985 1034 1086 1140 1197

Sn phm km theo 1300 1365 1433 1505 1580 1659 1742 1829 1921 2017 2118 2223 Tng s lng bnh bn

ra 5500 5775 6064 6367 6685 7020 7371 7739 8126 8532 8959 9407 Gi bn trung bnh

(1.000VN) Thng 3/2013

Thng 4/2013

Thng 5/2013

Thng 6/2013

Thng 7/2013

Thng 8/2013

Thng 9/2013

Thng 10/2013

Thng 11/2013

Thng 12/2013

Thng 1/2014

Thng 2/2014


Sn phm km theo 55 55 55 55 55 55 55 55 55 55 55 55 Doanh s bnh bn c

trong 1 thng (1.000VN)

Thng 3/2013

Thng 4/2013

Thng 5/2013

Thng 6/2013

Thng 7/2013

Thng 8/2013

Thng 9/2013

Thng 10/2013

Thng 11/2013

Thng 12/2013

Thng 1/2014

Thng 2/2014


Sn phm km theo 71500 75075 78829 82770 86909 91254 95817 100608 105638 110920 116466 122289 Tng doanh s bn hng 397500 417375 438244 460156 483164 507322 532688 559322 587289 616653 647486 679860 Chi ph trc tip (Direct

cost- 1.000VN) Thng 3/2013

Thng 4/2013

Thng 5/2013

Thng 6/2013

Thng 7/2013

Thng 8/2013

Thng 9/2013

Thng 10/2013

Thng 11/2013

Thng 12/2013

Thng 1/2014

Thng 2/2014

Bnh m nng (25% gi bn) 8.75 8.75 8.75 8.75 8.75 8.75 8.75 8.75 8.75 8.75 8.75 8.75

Bnh ngt (25% gi bn) 50 50 50 50 50 50 50 50 50 50 50 50


Trang xii

Bnh kp (25% gi bn) 13.75 13.75 13.75 13.75 13.75 13.75 13.75 13.75 13.75 13.75 13.75 13.75 Sn phm km theo

(15% gi bn) 13.75 13.75 13.75 13.75 13.75 13.75 13.75 13.75 13.75 13.75 13.75 13.75 Tng s chi ph bn ra (Direct cost of sales-

1.000VN) Thng 3/2013

Thng 4/2013

Thng 5/2013

Thng 6/2013

Thng 7/2013

Thng 8/2013

Thng 9/2013

Thng 10/2013

Thng 11/2013

Thng 12/2013

Thng 1/2014

Thng 2/2014


Sn phm km theo 17875 18769 19707 20693 21727 22814 23954 25152 26410 27730 29116 30572 Tng li nhun (cha tnh chi ph Marketing

1.000VN) Thng 3/2013

Thng 4/2013

Thng 5/2013

Thng 6/2013

Thng 7/2013

Thng 8/2013

Thng 9/2013

Thng 10/2013

Thng 11/2013

Thng 12/2013

Thng 1/2014

Thng 2/2014


Sn phm km theo 53625 56306 59122 62078 65182 68441 71863 75456 79229 83190 87349 91717 Tng li nhun (gross

margin) 298125 313031 328683 345117 362373 380491 399516 419492 440466 462490 485614 509895


Trang xiii

4. D bo doanh s (gross margin) trong ba nm

D bo doanh s S lng bnh bn ra trong 1 thng Nm 1 Nm 2 Nm 3

Bnh m nng 39793 43772 48149 Bnh ngt 15917 17509 19260 Bnh kp 11142 12256 13482

Sn phm km theo 20692 22761 25038 Tng s lng bnh bn ra 87544 96299 105928

Gi bn trung bnh (1.000VN) Bnh m nng 35 35 35

Bnh ngt 200 200 200 Bnh kp 55 55 55

Sn phm km theo 55 55 55 Doanh s bnh bn c trong 1 thng

(1.000VN) Bnh m nng 1392749 1532023 1685226

Bnh ngt 3183425 3501768 3851945 Bnh kp 612809 674090 741499

Sn phm km theo 1138075 1251882 1377070 Tng doanh s bn hng 6327058 6959764 7655740

Chi ph trc tip (Direct cost- 1.000VN) Bnh m nng (25% gi bn) 9 9 9

Bnh ngt (25% gi bn) 50 50 50 Bnh kp (25% gi bn) 14 14 14

Sn phm km theo (15% gi bn) 14 14 14 Tng s chi ph bn ra (Direct cost of sales-

1.000VN) Bnh m nng 348187 383006 421306

Bnh ngt 795856 875442 962986


Trang xiv

Bnh kp 153202 168523 185375 Sn phm km theo 284519 312971 344268

Tng li nhun (cha tnh chi ph Marketing 1.000VN)

Bnh m nng 1044561 1149018 1263919 Bnh ngt 2387569 2626326 2888958 Bnh kp 459607 505568 556125

Sn phm km theo 853556 938912 1032803 Tng li nhun (gross margin) 4745293 5219823 5741805

5. Cc ch s o lng cc hot ng Marketing trong nm u tin

Thng 3/2013

Thng 4/2013

Thng 5/2013

Thng 6/2013

Thng 7/2013

Thng 8/2013

Thng 9/2013

Thng 10/2013

Thng 11/2013

Thng 12/2013

Thng 1/2014

Thng 2/2014

Doanh s bnh bn c trong 1 thng

(1.000VN) 39

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Lap Ke Hoach Marketing Tiem Banh Mi Organic Nguyen Thi Thanh Hoai 093228 7174