TL - CocaCola

  • View
    599

  • Download
    0

Embed Size (px)

Transcript

TRNG I HC THNG MI KHOA THNG MI IN T

-- --

BI THO LUN

Nhm GVHD LpMn

: 8 : Nguyn Hong Giang : 1114BMKT0111: Marketing cn bn 1.3

H Ni, 2011

Marketing cn bn

GVHD: Nguyn Hong Giang

LI M U

Nhm 8_1114BMKT0111

Trang 2/25

Marketing cn bn

GVHD: Nguyn Hong Giang A. C S L THUYTTh trng ch v mc tiu

Chnh sch sn phm Chnh sch gi

Chnh sch phn phi

Chnh sch xc tin

1. Chnh sch sn phm1.1.

Sn phm

1.1.1. Khi nim Sn phm l bt c th g c th a ra th trng nhm to nn s ch , trao i, s dng hoc tiu th, n c th tha mn mong mun hoc nhu cu; sn phm gm cc i tng vt cht, dch v, con ngi, v tr, cc t chc v c t tng na.1.1.2. Cu trc sn phm. Bao gm 3 lp: sn phm ct li, sn phm hin hu v sn

phm gia tng 1.1.3. Phn loi sn phm Cn c vo mc ch s dng: Hng tiu dng v hng k ngh Cn c vo bn ca sn phm: hng bn, hng khng bn, dch v. Cn c vo thi quen mua hng ca ngi tiu dng: hng s dng hng ngy, hng mua c la chn, hng mua theo nhu cu c bit, hng mua theo nhu cu th ng. 1.1.4. Chu k sng sn phmDoanh s, Li nhun Doanh s

Li nhun

Thi gian

Pht trin SP Trin khai

Tng trng

Bo ha

Suy thoi

Nhm 8_1114BMKT0111

Trang 3/25

Marketing cn bn 1.2. -

GVHD: Nguyn Hong Giang

Chnh sch sn phm

1.2.1. Mc tiu ca chnh sch sn phm m bo kh nng bn. m bo to lp c iu kin sinh li m bo uy tn, nng cao sc cnh tranh v ko di chu k sng ca sn phm. 1.2.2. Vai tr ca chnh sch sn phm. Chnh sch sn phm l nn tng, xng sng ca chin lc Marketing, gip doanh nghip thc hin mc tiu ca chin lc Marketing.1.2.3. Cc chnh sch sn phm

Chnh sch sn phm bao gm cc chnh sch i vi tng loi sn phm v cc chnh sch i vi phi thc sn phm. Chnh sch i vi tng loi sn phm bao gm: chnh sch nhn hiu sn phm, chnh sch i vi sn phm hin ti v chnh sch sn phm mi; chnh sch i vi phi thc sn phm bao gm cc chnh sch thay i kch thc chiu rng, chiu di v chiu su ca phi thc sn phm.Th trng ch v cc mc tiu Chnh sch i vi sn phm hin ti Chnh sch i vi tng sn phm Chnh sch pht trin sn phm mi

Phn tch marketing sn phm

Cc chnh sch sn phm

Cc chnh sch bin i phi thc sn phm

2. Chnh sch gi 2.1. Khi nim Chnh sch gi l nhng nguyn tc, nh hng v quan im trong ng x v gi t c mc tiu ca doanh nghip2.2.

Vai tr:

L yu t to ra thu nhp, li nhun nh hng n th phn, kt qu kinh

doanh. L yu t nh hng n quyt nh mua. L cng c hu hiu thm nhp th trng. 2.3. Cc nhn t nh hng Trang 4/25

Nhm 8_1114BMKT0111

Marketing cn bn chc nh gi.

GVHD: Nguyn Hong Giang

- Cc nhn t bn trong: cc mc tiu marketing, cc chin lc marketing - mix, t

- Cc nhn t bn ngoi: bn cht ca th trng v nhu cu; s cnh tranh; cc nhn

t mi trng khc (lut php,) 2.4. Ni dung chnh sch gi 2.4.1. Mc tiu ca chnh sch gi Mc tiu gi l c th ha mc tiu marketing ca doanh nghip, hay ni cch khc, mc tiu marketing v gi cng l mc tiu marketing ca doanh nghip. Thng thng c cc mc tiu: mc tiu tn ti, mc tiu doanh thu ti a, mc tiu li nhun ti a, mc tiu dn u th trng v cc mc tiu khc. 2.4.2. Quy trnh xc lp gi Bc 1: La chn mc tiu nh gi Bc 2: Xc nh nhu cu Bc 3: Tnh ton chi ph Bc 4: Phn tch gi v cho hng ca i th Bc 5: La chn phng php nh gi Bc 6: La chn mc gi cui cng2.4.3. Cc chnh sch gi

Trn c s phn tch cc nhn t quyt nh mc tiu, doanh nghip phi a ra cc quyt nh chnh sch gi.- Chnh sch gi tng quan gi th trng: bao gm chnh sch gi thp, chnh sch

gi cao, chnh sch gi ngang bng th trng.- Chnh sch gi sn phm mi: bao gm chnh sch gi sn phm i mi, chnh

sch gi sn phm mi bt chc.- Chnh sch gi sn phm hn hp: bao gm chnh sch gi chui sn phm, chnh

sch gi sn phm ty chn, chnh sch gi sn phm km theo bt buc, chnh sch nh gi sn phm ph, chnh sch nh gi c l.- Chnh sch iu chnh gi theo tnh hung: bao gm chnh sch gi cng, chnh

sch gim gi tnh hung.- Chnh sch gi tnh th marketing: chnh sch gi khng phn bit, chnh sch gi

khng phn bit.

Nhm 8_1114BMKT0111

Trang 5/25

Marketing cn bn khuyn mi, chnh sch thay i gi. 3. Chnh sch phn phi3.1. Khi nim phn phi

GVHD: Nguyn Hong Giang

- Cc chnh sch gi khc: chnh sch gi theo nguyn tc a l, chnh sch nh gi

Phn phi trong marketing l nhng quyt nh a hng ha vo knh phn phi, mt h thng t chc v cng ngh iu ha, cn i, hng ha tip cn v khai thc hp l nht nhu cu ca th trng, a hng ha t ni sn xut n khch hng cui cng nhanh nht v nhm t li nhun ti a. 3.2. Cc nhn t nh hng Hot ng phn phi chu nh hng ca cc nhn t: c im doanh nghip, c im ca trung gian, knh ca i th, c im mi trng, c im sn phm.3.3. Cc chnh sch phn phi

C 4 loi chnh sch phn phi hng ha ch yu: Chnh sch t chc knh: bao gm chnh sch knh trc tip, knh phn phi ngn v knh phn phi di. Chnh sch cng phn phi: bao gm chnh sch phn phi khng hn ch, chnh sch phn phi c quyn, chnh sch phn phi chn lc. Chnh sch quan h knh phn phi: tc l xc nh knh vi nhng thnh vin c mi quan h rng buc nhau v nhng li ch nht nh. Bao gm: chnh sch knh thng thng, chnh sch knh tip th dc, chnh sch a knh v chnh sch knh tip th ngang. Chnh sch phn phi vt cht: cung cp ng mt hng, ng s lng v vt cht vo ng ni, ng lc vi chi ph ti thiu. Bao gm: chnh sch thc hin n hng, chnh sch d tr v kho, chnh sch vn chuyn hng ha. 4. Chnh sch xc tin thng mi4.1. Bn cht v vai tr ca xc tin thng mi

4.1.1. Khi nim Xc tin thng mi l mt hot ng marketing c bit v c ch ch c nh hng vo vic cho hng, chiu khch v xc lp mt quan h thun li nht gia doanh nghip v bn hng ca n vi tp khch hng tim nng trng im nhm phi thuc, trin khai nng ng chin lc v chng trnh marketing mix la chn ca doanh nghip. Nhm 8_1114BMKT0111 Trang 6/25

Marketing cn bn 4.1.2. Bn cht ca xc tin thng mi

GVHD: Nguyn Hong Giang

Xc tin thng mi l hot ng c nh hng (sn phm, dch v, thng hiu) v l mt qu trnh mang tnh hai chiu: kt ni sn xut v tiu dng; ngi sn xut c th gim c chi ph v ri ro trong kinh doanh.4.1.3. Vai tr ca xc tin thng mi - Xc tin l cng c marketing mix em li hiu qu kinh doanh cho doanh

nghip. Nh s dng cc cng c xc tin m c th chuyn dch ng cu theo hng tch cc.- L h thng truyn tin gia doanh nghip v khch hng, gia cung v cu, nhm

qun tr qu trnh mua ca khch hng theo thi gian, ng thi tc ng vo nhu cu cho ph hp vi s pht trin ca khoa hc k thut (truyn tin sn phm mi)- Thng qua xc tin, da vo phn ng ca khch hng trn th trng c th kim

tran c chnh sch marketing mix. 4.2. Ni dung ca chnh sch xc tin thng mi 4.2.1. Xc nh i tng nhn tin 4.2.2. Xc nh mc tiu ca xc tin thng mi 4.2.3. Xc nh ngn sch ca xc tin thng mi 4.2.4. Xc nh phi thc xc tin thng mi4.3. Cc cng c xc tin thng mi c bn 4.3.1. Qung co

L bt k mt hnh thc c ng, gii thiu phi c nhn no phi tr tin v hng ha v dch v bi mt ngi qung co xc nh. c trng: Tnh i chng, tnh lan truyn, tnh khuch i, tnh c thoi. 4.3.2. Xc tin bn L nhng khuyn khch ngn hn va mua hoc bn sn phm v dch v c trng: s truyn tin, s khch l, s hp dn li cun. 4.3.3. Quan h cng chng L tp hp cc chng trnh c thit k c ng hoc bo v hnh nh v nhng sn phm ca doanh nghip c trng: tin cy cao, vt qua s k th ca khch hng, tc ng n nhng khch hng trnh n ngi bn v qung co v kch tnh ha. 4.3.4. Bn hng c nhn Nhm 8_1114BMKT0111 Trang 7/25

Marketing cn bn

GVHD: Nguyn Hong Giang

L s gii thiu bng ming v hng ha v dch v ca ngi bn thng qua i thoi vi mt hoc nhiu khch hng tim nng nhm phc v mc ch bn hng. c im: c nhn i mt, s xy dng v p ng trc tip. 4.3.5. Marketing trc tip L vic s dng mt s cng c tip xc phi c nhn nh th t, in thoi, mng my tnh, truyn tin hoc yu cu s p ng t pha khch hng hin ti hoc tim nng. c im:- Tnh ring bit: thng ip i vi tng c nhn, khng nh hng n ngi khc.

- Tnh ph hp vi tng khch hng: thu ht tng c nhn khch hng c th. - Tnh khn trng: thng ip c chun b rt nhanh dung ng cho khch hng. - Tnh tng h: thng ip c th bin i ty thuc vo phn ng ca c nhn khch hng.

Nhm 8_1114BMKT0111

Trang 8/25

Marketing cn bn

GVHD: Nguyn Hong Giang

B. MI TRNG V CC CHNH SCH MARKETING

CA CNG TY COCA-COLA VIT NAMI. Gii thiu khi qut v cng ty Coca Cola Tri qua hn 100 nm k t ln u tin gii thiu n cng chng Atlanta nm 1886 v chnh thc ng k nhn hiu nm 1893, Coca-Cola lun phn chiu nhng bc chuyn ca thi gian, lun bt nhp vi nhng i thay cha tng thy ca ton cu. T Chu u - ni mt th trng hp nht ang mang n nhng c hi ht sc hp dn, n Chu M La-tinh - ni nhng nn kinh t ang hi phc cho php khai thc nhng tim nng y ha hn, Coca-Cola lun th hin s li cun tuyt vi. V trong nhng giai on bin chuyn , vn bt bin rng nhu cu gin n ca mi ngi c gii kht cho sng khoi , ang v s c Coca-Cola p ng tt hn bt k sn phm no khc tng c to ra. T tin bc ti th k mi, Coca-Cola vn s l biu tng trng tn, mt biu tng v cht lng, s chnh trc, gi tr, sng khoi v nhiu hn th na. 1.1. Tp on Coca Cola 1.1.1. Nhng mc thi gian quan trng

8.5.1886: ti Bang Atlanta Hoa K, dc s John S. Pemberton ch ra mt loi sy-r c hng thm c bit v c mu caramen, cha trong mt bnh nh bng ng. ng em chic bnh ny n hiu thuc ca Jabco, hiu thuc ln nht Atlanta thi by gi v cho ra mt cng chng vi gi 5 xu mt cc. Ngay sau ngi tr l ca John l ng Frank M. Robinson t tn cho loi sy-r ny l Coca-Cola.

1891: ng Asa G. Candler mt dc s ng thi l thng gia Atlanta nhn thy tim nng to ln ca Coca-Cola nn ng quyt nh mua li cng thc cng nh ton b quyn s hu Coca-Cola vi gi 2,300 USD.

1892: Candler cng vi nhng ngi cng tc khc thnh lp mt cng ty c phn ti Georgia v t tn l Cng ty Coca-Cola. 1892: Asa G. Candler t tn cho cng ty sn xut ra syr Coca-Cola l cng ty Coca-Cola. 1893: Thng hiu Coca-Cola ln u tin c ng k quyn s hu cng nghip.

Nhm 8_1114BMKT0111

Trang 9/25

Marketing cn bn

GVHD: Nguyn Hong Giang

1897: Coca-Cola bt u c gii thiu n mt s thnh ph Canada v Honolulu. 31.1.1899: Mt nhm thng gia gm Thomas & Whitehead cng vi ng nghip J.T. Lupton nhn c quyn xy dng nh my ng chai vi mc ch ng chai v phn phi sn phm Coca-Cola n khp mi ni trn nc M.

1906: nh my ng chai u tin c thnh lp Havana, Cuba. 1919: Coca-Cola c bn cho Ernest Woodruff - mt ch ngn