2. NGUYN NG PHHUNH VN GIANG NGUYN TH QUNH NH HO HO CHUA CAY
NGUYN HONG MINH THU HONG TH MAI OANH
3. PHN TCH NH HNG K HOCH SN PHM MI TRNG CNH TRANH I TNG MC TIU
CHIN LC - TIP CN NH V CHIN DCH THNG IP TRIN KHAI NGN SCH NH GI
4. 1 - PHN TCH
5. 1993 1999 2000 2004 2008 Thnh lp cng ty Lin Doanh Vifon
Acecook Ln u tin ot danh hiu HVNCLC Ra i m Ho Ho Bc t ph ca cng ty
trn th trng m n lin Chnh thc i tn thnh cng ty TNHH Acecook Vit Nam
i tn Cng ty c phn Acecook Vit Nam Thnh vin chnh thc ca HHMALTG CHNG
NG PHT TRIN
6. SOURCE: cafef.vn TH PHN M GI 51.5% Th phn m n lin VINA
ACECOOK gm: 20% Ho Ho 11% Ho 100 20.5% sn phm khc ca Vina Acecook n
v u tin i din VN tham gia HIP HI M N LIN TH GII
7. HO HO CHUA CAY
8. S Strength Sn phm tin li, cht lng quc t, c tin dng nhiu nm.
Hng v Chua Cay ph hp vi vn ho m thc Vit Nam. W Thit k bao b cha hp
dn. Gi thnh sn phm tng i cao so vi i th. Sn phm khng c s khc bit so
vi th trng nhn chung. Weakness O C knh phn phi rng. Th trng m n lin
tng trng tt. Tim nng th trng ln, nhng vic tham gia vo th trng ny i
vi doanh nghip mi khng phi d. Opportunity T Ngi tiu dng c xu hng
quan tm n sc khe. i th cnh tranh lin tc ra cc chiu thc qung co dnh
th phn. S cnh tranh gay gt hn do nhiu cng ty trong v ngoi nc tham
gia vo th trng. Threat PHN TCH - SWOT
9. New Entrants Substitutions Customers Competitors Suppliers 5
FORCES - P LC CNH TRANH Khch hng quan tm n sc kho i th lin tc tung
ra chin lc qung co & sn phm nh trc din th phn m chua cay.
Masan: Omachi, Chinsu, Kokomi AsiaFood: Gu , Ho Hng
10. 0 1 2 3 4 5 6 7 Gi cnh tranh Thit k bao b p Phn phi rngTh
phn Cht lng Ho Ho Gu Kokomi Omachi PHN TCH - SPIDER
11. High Low Low High Relative Market Share
RelativeMarketGrowthRate ? Tin Vua Chua Cay Kungfu Aone Chua Cay
Kokomi Chua Cay Gu Chua Cay Omachi chua cay BCG MATRIX Ho ho chua
cay
12. 2 - NH HNG
13. c im: Tr, nng ng, hin i, c tnh. Thch online, c ci nhn tch
cc, ci m v n nhanh. Nhu cu vui chi, gii tr, tham gia cng ng cao tui
: 18 - 24 KHCH HNG MC TIU Gii tnh : 60 % nam, 40 % n Ngh nghip : 65
% sinh vin, 35 % khc Sinh sng : H Ch Minh
14. NGI DNG THEO GII TNH Ngun: YLinkee
15. HNH VI & TIU DNG Sinh sng Gii tr Thi c
16. HNH VI ONLINE PURPOSE & PLACE 67% XEM TH GIN & GII
TR 89% XEM VIDEO TI NH Source: The Consumer Barometer Survey
2014
17. 18% Food & Cooking 22% Gaming TN SUT XEM VIDEO LOI
VIDEO C XEM
18. NH V CHIN DCH HO HO L M C HNG V CHUA CAY C O & KHC BIT
Vina Acecook s t chc mt cuc thi c o hi hc nht trong nm 2015 ginh
cho gii tr th hin bn thn v thch s khc bit
19. 3 - K HOCH
20. THNG IP TRUYN THNG HO HO CHUA CAY THY NGAY KHC BIT
idea
21. + +
22. MC TIU 400 Bi d thi 100.000 + VINE 1.500 ngi tham gia
event
23. MILESTONE 14/9 20/9 27/9 04/10 11/10 15/10 16/10 17/10
18/10 PR gii thiu cuc thi Bt u thi Vine tun 1 Bt u thi Vine tun 2
Bt u thi Vine tun 3 Bt u thi Vine tun 4 PR tng kt cuc thi Seeding
gii thiu cuc thi v chng trnh event ngy 18/10 Event PR gii thiu
event Hot Bloggers ng Vine v gii thiu cuc thi Hot Bloggers gii thiu
chng trnh event Banner ads gii thiu cuc thi Vine Banner ads gii
thiu Event Facebook ads event Facebook ads cuc thi vine Bi PR Forum
Seeding Facebook Post Sau Event Chun b cuc thi Vine Cuc thi Vine
Chun b Event trao gii
24. TIMELINE W1 W2 W3 W4 W5 W6 W7 W8 SEP OCT PR SOCIAL DISPLAY
ADS FR SEEDING BLOGGER VIRAL VIDEO MINI GAME VINE Gii thiu cuc thi
VINE Gii thiu cuc thi VINE Ho Ho Facebook Fanpage VINE: Clip Viral
VINE GAME 1 PRINT VINE GAME 2 VINE GAME 3 VINE GAME 4 PRINT ADS,
LEAFLET Gii thiu Event Kt qu Thi Vine & Gii thiu EVENT Gii thiu
cuc thi VINE Gii thiu Event Facebook Promoted Event Facebook
Sponsored Stories & Ads PRE EVENT EVENT POST EV
25. CHIN LC TIP CN CUC THI + GII THNG A I S A S 1. NHN BIT S
KIN 2. QUAN TM QU TNG 3. THAM GIA 4. CHIA S LI KO BN B Attention
Interest Search Action Share - PR ONLINE - FORUM SEEDING - FACE
BOOK ADS - SEARCH FACEBOOK - SEARCH GOOGLE - SEARCH YOUTUBE - VIEW
KOL VINE CLIP - SIGN-UP - CREATE - SEND & SHARE VINE CLIP -
FACEBOOK POST CLIP COMMENT LIKE SHARE - INVITE FRIEND
26. LIKE FANPAGE XEM VINE MU NG K THNG TIN TO VINE UPLOAD VINE
GI LINK SHARE VINE, GN HASHTAG INVITE FRIEND LIKE, SHARE = 1 point
= 2 point = 3 point TNH IM CCH THC THAM GIA
27. 1x GII C BIT (Video c s im chung cuc cao nht): 1 Iphone 6
Plus 1 nm s dng m Ho ho min ph GII THNG 1x GII NHT (Video do BTC
bnh chn): 10 triu ng 1 nm s dng m gi ho ho min ph. 4x GII TUN: 5
triu ng tin mt 1 nm s dng m ho ho min ph.
28. SEEDING FORUMPR HOT BLOGGER BANNER ADS VIRAL CLIP FACEBOOK
ADS mp3 HOT NG QUNG B
29. Bi PR chuyn mc gii trBi PR chuyn made by me Bi PR chuyn mc
sng tr CC V TR HIN TH BI PR
30. CC V TR HIN TH BANNERS
31. FACEBOOK ADS FACEBOOK ADS
32. HOT BLOGGERS Vine Ho Ho
33. HO HO CHUA CAY THY NGAY KHC BIT Thi gian: 18/10 a im: Nh
thi u Phan nh Phng Gian hng tr chi Hi tho k nng dnh cho sinh vin m
nhc EVENT
36. Project: Ho ho chua cay thy ngay khc bit Time:
14/9-18/10/2015 Product: Ho ho chua cay No. Description Amount
(VND) Remark 1 Online Media 943.000.000 Click here to view more 2
Social Cost 305.500.000 Click here to view more 3 Event Cost
905.650.000 Click here to view more 4 Prize 106.260.000 Click here
to view more 5 Production Cost 60.000.000 Click here to view more
Total 2.320.410.000 Management Fee 10% 232.041.000 Total Cost
exclude VAT 2.552.451.000 VAT 10% 255.245.100 Total cost include
VAT 2.807.696.100 COST ESTIMATE
38. Description Duration Clip Like Vine 4 weeks 400 100.000
Total 400 100.000 Description Duration Attendees Event 1 day 1.500
Total 1.500 KPIs
39. Description Duration Comments / Clicks Likes Khi My 4 notes
+ 4 status 1.500 100.000 BB Trn 4 notes + 4 status 500 5.000 L Th
Huyn Anh 4 notes + 4 status 200 10.000 Ph c Bit 4 notes + 4 status
400 15.000 Hari Won 4 notes + 4 status 200 10.000 Kelvin Knh 4
notes + 4 status 700 50.000 HuyMe 4 notes + 4 status 100 5.000
Jvevermind 4 notes + 4 status 1.000 50.000 Total 4.600 245.000
KPIs
40. RI RO DO VIC CHM IM DA TRN S LT TNG TC CA NGI DNG TRN
FACEBOOK NN S C NGUY C NGI THAM GIA S DNG MT S K THUT & CNG C
GIAN LN V VY CN C CHUYN VIN V SOCIAL M BO TNH CNG BNG CA CUC
THI.