REAL LEAF Hoan Chinh

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K hoch Pr cho Tr xanh Real Leaf

GVHD: Hong Minh Th

DANH SCH THNH VIN NHM : 1. NGUYN TH THY DNG 2. H TH CHUNG 3. MAI MINH HNG 4. TRN TH THY LIN 5. L NGC HNH 6. L TH LAN ANH 7. H TH BO CC 8. L TH CM UYN 9. DNG TH PHNG UYN 10.NGUYN NGC PHNG TRINH 11. L TH THY LOAN 12.H TH MNG HUYN 13.DNG TH TRC LY 14.NGUYN TH DUNG

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K hoch Pr cho Tr xanh Real Leaf

GVHD: Hong Minh Th

LI M UTrong mt th trng hi nhp v s cnh tranh khc lit nh ng nhiu cng ty nh hin nay, tn ti v pht trin th mt cng ty cn rt nhiu yu t nh sn phm,dch v,tim lc vn,i ng nhn vin v mt yu t khng th thiu l cc chin dch PR. C th v PR nh mt cnh tay khng l gip a sn phm n gn ngi tiu dng,lm cho ngi tiu dng hiu hn v tnh cht,c im,cng dng cng nh l ch m sn phm ca cng ty mang li, to s tin cy i vi khch hng t gip cho sn phm c ch ng vng chc trong lng ngi tiu dng. Ba li ch m doanh nghip s nhn c khi thc hin mt chin lc PR thnh cng l: 1. PR tht cht cc mi quan h v h tr ngun nhn lc trong t chc 2. PR h tr hot ng tip th ca doanh nghip t kt qu cao 3. PR l cng c gip doanh nghip xy dng hnh nh v thng hiu thnh cng nht V th PR l mt phn khng th thiu lm nn thnh cng ca bt k mt doanh nghip no hiu v lm ch c cng c y tim lc ny. Mt thng hiu tung ra m khng c hy vng chin thng trn trn a PR th tht b i c th nhn thy (theo Al Ries). Coca cola l mt cng ty sn xut nc gii kht hng u th gii,vi lch s hn 100 nm v thng hiu ni ting,1960 bt u thm nhp vo th trng Vit Nam,nhng do n sau Pepsi nn Vit Nam Coca cola gp nhiu kh khn trong vic chim lnh th trng nc gii kht.Hu ht cc sn phm ca Coca cola u quen thuc vi ngi tiu dng Vit Nam tuy nhin cng cn mt vi sn phm khng my ph bin v quen thuc i vi ngi tiu dng nh tr xanh Real Leaf,n khng c ngi tiu dng ch nhiu nh C2,Oo....V th chng ta cn mt k hoch PR a sn phm ny n gn vi ngi tiu dng hn v sau y chng tia ra bn k hoch PR cho sn phm tr xanh Real Leaf:

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K hoch Pr cho Tr xanh Real Leaf

GVHD: Hong Minh Th

K HOCH PR CHO SN PHM COCA COLATR XANH REAL LEAFI. NH GI TNH HNH 1. V tr ca coca-cola trn trng quc t

Cng ty Coca-Cola l cng ty nc gii kht ln nht th gii vi hn 500 thng

hiu sng gi. Cng vi Coca-Cola - thng hiu c tha nhn l gi tr nht th gii, danh mc vn u t ca cng ty cng bao gm 12 thng hiu khc tr gi hng t la l Diet Coke, Fanta, Sprite, Coca-Cola Zero, Vitaminwater, Pererade, Minute Maid v Georgia Coffee. Coca-Cola l nh cung cp s 1 th gii v nc ung, nc p v cc ung lm t nc p, tr v c ph pha sn. Thng qua h thng phn phi nc gii kht ln nht th gii, mi ngy c 2 t lt ngi thng thc cc loi nc gii kht ca Coca-Cola hn 206 quc gia. Theo thng k cho thy nhn hiu coca-cola c khong 98% dn s bit n nh mt thng hiu t gi nht,uy tn nht. Phng chm hot ng ca Coca_cola : " Xy dng cng ng lnh mnh, cng ty

tp trung vo nhng sng kin gip bo v mi trng, bo tn ti nguyn v tng cng pht trin kinh t cng ng bt k ni no cng ty hot ng."

2. Coca-cola ti th trng Vit Namu t hn 200 triu la M cho th trng ny v c cc nh my ng chai H Ty, Nng v TP HCM. Cng ty Coca-Cola cung cp cho ngi tiu dng Vit Nam nhiu thng hiu nc gii kht ni ting nh Coca-Cola, Sprite, Fanta, Coca-Cola cho ngi n king, Schweppes; cng cc sn phm mi nh nc cam p c tp Minute Maid Splash, sa tri cy Nutri Ngon Khe v nc tng lc Samurai

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K hoch Pr cho Tr xanh Real Leaf

GVHD: Hong Minh Th

Vit Nam c coi l tim nng ln v tiu th Coca-Cola tr thnh nh cung cp

nc gii kht khng cn hng u th gii. Hn na, trn quy m ton cu, chng ta c th thy trong 12 nm ti s c thm t 900 n 1 t ngi thuc giai cp trung lu, 1 t ngi na l dn c th v Vit Nam s gp phn rt ln trong vic to ra nhiu dn c trung lu, dn c th nn s c nhu cu rt ln vi ung.Cc sn phm c gas v khng c gas ca coca-cola ti th trng nc gii kht Vit Nam tng trng rt nhanh, khong 15%/nm; ring Coca-Cola c mc tng cao nht.

3). c bit,cng ty mi cho ra mt sn phm mi "Tr xanh Real Leaf "[9-3-2011]Tr xanh Real Leaf l nhn hng mi nht ca hng Coca-cola . y l s hp tc ca cng ty coca-cola v nhn hng Nestea ni ting vi thc ung v tr trn th gii. Cuc sng hin i vi ni lo v sc khe hng con ngi n gn vi vic s dng nhng sn phm c ngun gc thin nhin. Hn c th, Tr xanh Real Leaf ra i vi khu hiu: Chn Real Leaf, c hn c tr da trn nghin cu vi nhng cng thc kt hp tuyt vi. Vi cng dng thanh nhit ,tnh to t nhn sm,la hn qu v bng cc dn c ngi tiu dng chp nhn. Song th phn ca sn phm ny cn thp,mt phn do y l sn phm mi nn cn thi gian cng c nim tin, uy tn trong lng khch hng

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K hoch Pr cho Tr xanh Real Leaf*THUN LI :

GVHD: Hong Minh Th

Coca cola l mt thng hiu c ch ng trn th trng nn khi cng ty tung ra mt dng sn phm mi th s d thu ht c s ch ca mi ngi Mi nhiu sn phm thc ung ang c mt trn th trng, ngi tiu dng ang c xu hng s dng thc ung khng ch ngon m cn phi b dng v iu ph hp vi nhng li ch m tr xanh Real Leaf em li cho ngi tiu dng *KH KHN : Th trng thc ung tr hin nay Vit Nam ang b chim lnh bi cc sn phm ra i trc nh Tr xanh 0 , tr C2, tr Dr Thanh nn vic xm nhp th trng rt kh khn Bn thn sn phm tr xanh Real leaf hin vn cn cha c nhiu ngi bit n Vi hng v mi nn ngi tiu dung vn cn b ng, cha tht s cm thy ph hp vi khu v ca mnh Chnh v vy nn chng ti quyt nh a ra nhng chin lc PR gii quyt nhng kh khn trn.

II.

XC NH MC TIU PR :

*MC TIU NGN HN:

4 thng u nm 2012 s lng t hng t cc siu th, i l tng 9% Qu I nm 2012 tng khong 15% doanh s S lng i l phn phi mi tng thm 5% trong 2 thng 1 v 2 v tng thm 1%sau thng 4 nm 2012

*MC TIU DI HN :

nh v c v tr ca sn phm tr xanh

Real Leaf trong tm tr khch hng, lm cho khch hng nh n sn phm nc tr Real Leaf nhiu hn em li cho khch hng s hiu bit khch hng tin tng v trung thnh vi sn phm Nng cao danh ting cho cng ty, lm cho cng chng bit n hnh nh cng ty nhiu hn thng qua cc hot ng x hi, t thin, mi trng. Thu ht sinh vin c tim nng trong lnh vc pr gip ch cho b phn pr trong doanh nghip

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K hoch Pr cho Tr xanh Real Leaf III. XC NH NHM CNG CHNG :

GVHD: Hong Minh Th

Sn phm tr xanh Real Leaf nhm n nhm cng chng : ph n, hc sinh, sinh vin, ngi trung nin, gii truyn thng

IV.

LA CHN PHNG TIN TRUYN THNG

Bo ch, tp ch : cc t bo ln nh Tui Tr, Ph N, Tip Th Gia nh. TVC : i truyn hnh trong nc vi cc knh c nhiu ngi xem OOH:t chc cc chng trnh pr ngoi tri Ti tr:cc chng trnh c nhiu ngi bit n

V.

GI TR CT LI V THNG IP :

Gi tr ct li pr: sc khe ngi tiu dng v c thnh phn t thin nhin Thng ip : thc ung c thnh phn t tinh cht thin nhin v tr xanh cho bn sc khe v v p ca bn VI. CHIN LC PR :

1) a hnh nh sn phm Real Leaf n vi nhm cng chng hc sinh, sinh vin 2) Cung cp thng tin v li ch ca thc ung tr xanh kt hp vi thnh phn thin nhin cho cc ch em ni tr 3) Nhn mnh s quan trng ca cc thnh phn thin nhin n sc khe 4) To so snh gia thc ung t ng vi thc ung nhiu ng 5) To c thin cm vi gii truyn thng, t gii truyn thng gp phn truyn t hnh nh sn phm n cc nhm cng chng khc 6) Chiu d nhn ti c th gip ch cho b phn pr trong doanh nghip

VII.

CHIN THUT PR :

1) Cho nhn vin thc hin cc hot ng tip th cc trng i Hc, Cao ng, Trung Cp 2) Hp tc vi mt cng ty sn xut tp in hnh tr xanh Real Leaf ln nhng cun tp v, iu ny s gip cho hc sinh,sinh vin khc su hnh nh sn phm trong tm tr 3) Ti tr chng trnh Rung chung Vng

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K hoch Pr cho Tr xanh Real Leaf

GVHD: Hong Minh Th

4) Thc hin cc chng trnh qung b sn phm cung cp thng tin v li ch ca Real Leaf cc y ban phng gii thiu n cc ch em ni tr 5) T chc cc bui dng th sn phm km vi vic cung cp thng tin cho khch hang. 6) T chc mt bui hp bo ni v tc hi cng nh nhng bnh c nguy c mc phi khi dng thc ung c nhiu ng v a ra li ch ca nc tr Real Leaf nh yu t t ng, chit xut t t nhin, tt cho sc khe 7) Ti tr cc hot ng lm sch mi trng, trong qu trnh , cho mi ngi ung min ph tr Real Leaf 8) Ti tr cho cc chng trnh bnh lun bng cc gii u hay nht Th Gii nh Ngoi hng Anh, Seria A, Laliga., khi cc chng trnh ny c pht sng trn tv th nhng bnh lun vin s s dng nhng chai tr Real Leaf v hnh nh c triu ngi dn Vit Nam nhn thy 9) T chc chng trnh: "Tham quan doanh nghip" dnh cho sinh vin,va c th to cm gic, thu ht v gi chn nhm cng chng nng ng, sng to ny va c th chiu d c nhiu nhn ti am hiu a th, tm l khch hng ti Vit Nam 10) T chc hot ng n tt cho tr em.

VIII.Stt

LCH TRNH THC HIN CHIN LC PR :Tn ch ng tr nh Tip th cc trng H,C,TC Hp tc vi mt cng ty sn xut tp Chng trnh n tt cho tr em Ti tr chng trnh Rung Chung Vng Qung b sn phm cc y Ban Phng T chc cc bui dng th sn phm T chc hp7

Thi gian Thng 1/2011 Thng 2/2012 Thng 3/2012 Thng 4/2012 T1 T2 T3 T4 T1 T2 T3 T4 T1 T2 T3 T4 T1 T2 T3 T4

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K hoch Pr cho Tr xanh Real Leafbo 8 Ti tr cc hot ng lm sch mi trng Ti tr cho cc chng trnh bnh lun bng T chc chng trnh tham quan doanh nghip cho sinh vin

GVHD: Hong Minh Th

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Ghi ch:

Chng trnh c thc hin ch trong khong thi gian Chng trnh c thc hin lin tc trong tng lai bt u t thi im

ny 1. Tip th cc trng H,C,TC: -Thi gian: chia lm 2 giai on, giai on 1 t 3/1 n ngy 12/1 v giai on 2 t 25/2 n 6/3nm 2012 -a im: cc trng i hc ln, ni ting tp H Ch Minh v H Ni -Ni dung: tip th, qung b, cho sinh vin dng th sn phm tr xanh Real Leaf ng thi cung cp thng tin v li ch ca sn phm 2. Hp tc vi mt cng ty sn xut tp: -Thi gian: bt u t ngy 10/3nm 2012 -Hp tc vi Vibook sn xut nhng cun tp v in hnh sn phm v cng dng ca tr xanh Real Leaf, nhng cun tp ny s c bn cho hc sinh, sinh vin, t gia tng s nhn thc vi sn phm t nhm cng chng ny 3. Ch ng tr nh n tt cho tr em -Thi gian: ko di t ngy 27/1 cho n 20/2 nm 2012 -a im :s t chc cc tri tr m ci, tri tr khuyt tt vo nh k dp tt cc nm, hot ng ny gip cho cc tr em c hon cnh c bit c th hng c mt ma Tt m m, hnh phc nh bao tr em khc. Qua nhm qung b cho hnh nh ca cng ty.

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K hoch Pr cho Tr xanh Real Leaf

GVHD: Hong Minh Th

4.Ti tr ch ng tr nh Rung Chung Vng: -Thi gian: bt u t ngy 3/1/2012 v ko di lin tc trong tng lai -Li ch :hnh nh sn phm Real Leaf