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TIN TRNH QUN TR MARKETING CNG TY COCA-COLA

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I HC THNG LONG2012 - 2013

TIU LUN QUN TR MARKETING

TIN TRNH QUN TR MARKETINGCNG TY COCA-COLA

Gio vin: O LAN HNG

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TIN TRNH QUN TR MARKETING

CNG TY COCA-COLA VIT NAM.

A.PHN TCH C HI THTRNG1. LCH S HNH THNH:

Nm 1960: Ln u tin Coca-Cola c gii thiu ti Vit Nam.

Thng 2-1994: Coca-Cola tr li Vit Nam sau khi Hoa K bi b lnh

cm vn thng mi v bt u qu trnh kinh doanh lu di.

Trc 1998:Php lut Vit Nam cha cho php vic cc cng ty lin

doanh tr thnh cc cng ty 100% vn c phn nc ngoi nn Coca-Cola phi

lin doanh vi cc cng ty Vit Nam tr thnh cng ty Coca -Cola ng Dng

Min Bc, cng ty Coca-Cola Chng Dng Min Nam v Coca-Cola Non

Nc min Trung.

n thng 6-2001: Cc cng ty mi c hp nht thnh cng ty

Coca-Cola Vit Nam.

T 1-3-2004: Coca-Cola Vit Nam c chuyn giao cho Sabco,mt trong nhng tp on ng chai danh ting ca Coca-Cola trn th gii.

2. MI TRNG MARKETING

2.1. Sn phm ca Cng ty Coca-Cola Vit Nam:

Nc gii kht c gas: Coca-Cola, Fanta cc loi, Sprite

Nc tng lc: Samurai.

Nc tinh khit: Joy nay c thay bng sn phm mi Dasani.

2.2. Thtrng mc tiu

Coca-Cola khi thm nhp vo Vit Nam vn chn mt chin lc phc v

ton b thtrng. Coca-Cola thc hin phn khc th trng ch yu theo a l,

tp trung cc thnh ph ln ni c mt dn s v tn sut s dng cao l min

Bc (H Ni), min Trung ( Nng), min Nam (TP.HCM) v theo nhn khu


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(ch yu nh vo gii tr - i tng c nhu cu s dng cao). y l th trng

mc tiu ca Coca-Cola.

2.3.

Khch hng mc tiui tng khch hng m Coca-Cola hng n l tt c mi ngi. iu

hng n t duy Coca-Cola l sn phm ca ton dn, bt c ai cng c th s

dng.

2.4. i th cnh tranh

Ngnh thc ung gii kht trn thtrng Vit Nam gm: Pepsi, Coca-Cola,

Tn Hip Pht, Tribeco, Wonderfarm, trong ni bt ln vi hai i gia ln

nht l Coca-Cola v Pepsi. Di s cnh tranh kch lit gia hai nh sn xut ln

v cc hng trong ngnh to nn mt ro cn nhp ngnh cng vi nhng i th

tim tng rt cao, ng thi c nhiu la chn cho khch hng trong vic la chn

sn phm. Chnh v th m cc cng ty khng ngng nng cao sn xut, y

mnh cc hot ng truyn thng, qung b thng hiu ca mnh, a dng ha sn

phm nhm thu ht khch hng. Tm li, s cnh tranh trong ngnh l cao bi vyn i hi cc cng ty phi n lc cc hot ng ca mnh khng chm bo th

phn m cn mrng thtrng Vit Nam.

2.5. Chin lc kinh doanh ca Coca-Cola

Hy tp trung vo cc thtrng ch cht chkhng nn u t dn tri

ri khng thu c g trong cnm

l chin lc m CoCa Cola, hng sn xut nc ngt ln nht th gii,

lun ly lm c scho mc tiu pht trin ca mnh.

2.6. Mi trng v m


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Political (Chnh tr-Php lut): H thng php lut Vit Nam kh n

nh, ngy cng c hon thin to iu kin cho cc doanh nghip pht trin bn

vng v cnh tranh lnh mnh.

Economic (Kinh t): Mc tng trng kinh t ca Vit Nam 2010 l

6.78% tng 1.46% so 2009. Kinh t tng trng dn n chi tiu ca khch hng

nhiu hn, cng ty c th mrng hot ng v thu c li nhun cao. Nhng lm

pht ca Vit Nam 2010 cng tng n 11.75% khin gi cc mt hng gia tng do

ngi tiu dng s ct gim nhng chi tiu khng cn thit, tiu dng gim.

Sociocultrural (Vn ha-x hi): Ngi tiu dng Vit Nam tr,

khe, h rt yu nc, t ho dn tc, yu thch ththao c bit l bng , sngto, mun th nghim nhng iu mi m. Ngi dn Vit Nam thch th hin bn,

quan tm n sc khe ca bn thn v gia nh. y l nhng c im chnh ca

ngi tiu dng m cng ty cn nm bt c tha ra nhng chin lc ph hp.

Technological (Cng ngh): Cng ngh ngy cng pht trin v c

ng dng rng ri vo sn xut. Hin nay cng ty ang tp trung nghin cu v sn

xut loi v chai d ti ch v thn thin vi mi trng.

3. PHN TCH MA TRN SWOT:3.1. im mnh:

Thng hiu Coca-Cola l thng hiu nc gii kht ni ting lu nm,

c uy tn hng u trn th gii, v th sn phm ca cng ty Coca-Cola

lun c ngi tiu dng tin tng.

Cng ty Coca-Cola c cng ngh sn xut hin i v thlun m bo v

cht lng sn phm cng nh slng cung ng cho cc nh phn phi.

c s h trti chnh mnh m ca cng ty mM.

Mu m bao b thn thin vi mi trng, d dng phn bit vi cc nhn

hiu nc ng chai khc, to nn li th cnh tranh.


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C nhiu chng trnh, qung co hp dn, ngha thu ht ngi tiu

dng nh: Xun diu k bt u cng Coca-Cola, Tuyt Coca-Cola na

nha!, Coca-Cola Alo v t!......

Nhn hiu Coca- Cola c c s khc bit so vi cc nhn hiu khc v

tng cng nh thng ip.

Sc hp dn tr trung: ngay t lc ban s, Coca - Cola nhm vo gii

tr, thm ch h cn t c nhng mu qung co trn nhng bn tin hc

ng Atlanta trong cc thp nin 1880, 1890. Sau vo nm 1931,

thng hiu ny phi hp vi hnh nh ng gi Noel va ung xong

mt chai Coca - Cola tr thnh mt trong nhng chng nhn sn phmni bt nht mi thi i.

Tnh thm m: Coca - Cola thu hiu sc mnh ca tnh thm m hn bt

c mt thng hiu tiu dng no khc. Nm 1915, h t chc mt cuc

thi thit k mu chai Coca-Cola. Mu ot gii chnh l kiu chai thu tinh

Coca - Cola trn tra m chng ta vn nhn thy cho n ngy nay, c

nh gi l mt thit k thng mi tt nht ca mi thi. Chnh kiu chai

mi ny gip Coca - Cola ti xut hin v chim li v th hng u ca

mnh trn khp th trng th gii. Hai mu biu tng thng hiu n

gin trng v c s dng t nm 1955 l mt minh chng khc na

cho s tp trung vo cht lng thm m ca thng hiu ny.

3.2. im yu:

C nhng chin lc tung ra sn phm mi cha ph hp vi th hiu

ngi tiu dng gy ra nhng tht bi ng tic (nh vic tung ra th

trng sn phm ci tin Coke-New v khng c ngi tiu dng

n nhn).

Ch tp chung Marketing vo sn phm nc c gas Coca-Cola khin cho

cc sn phm cn li khng c ngi tiu dng bit n nhiu.


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ang b mt dn uy tn do vng phi mt s v vic nh: ng thiu,

trong chai c ru mc, qu hn s dng,

i ng cng nhn lao ng qun l Vit Nam cha c tay ngh v

chuyn mn cao cn mthem cc t hun luyn o to chuyn mn hpl.

3.3. C hi:

Vit Nam l mt quc gia nhit i nn nhu cu tiu thnc gii kht rt

cao, t coca cola c th m rng hot ng sn xut kinh doanh ca

mnh.

Trong nm 2009, mi ngi tiu dng ti Vit Nam chi hn 28.100 ng

cho nc tinh khit v hn 10.200 ng cho nc khong, tng ln lt

3,9% v 4,8% so vi nm 2008. D bo vo cui 2014, th trng nc

ung ng chai Vit Nam st tng doanh thu khong 279 triu USD,

tng trng bnh qun 6%/nm trong giai on 2009-2014, tng sn lng

ton th trng c t trn 307 triu lt (Ngun: Cng ty Datamonitor,

Anh). y l c hi ln Coca-Cola pht trin sn phm nc ungng chai Dasani vo th trng Vit Nam.

Ngy nay, vn bo vmi trng ang c mi ngi quan tm v

hng ng v th Coca-Cola tung ra cc sn phm (in hnh l Dasani)

vi tng c o hng n s thn thin vi mi trng s d dng

c ngi tiu dng quan tm v chp nhn.

Nh nc Vit Nam lun to mi iu kin v khuyn khch cc doanhnghip u t sn xut i i vi vic bo vmi trng.

Nhiu im bn hng bn cc sn phm ca coca cola s lm nhiu ngi

tiu dng bit ti sn phm ca coca cola hn.

Thu nhp ca ngi dn ngy cng tng, h cng quan tm chm sc sc

khe v thxu hng tiu dng nhng sn phm c cht lng cao v tt

cng tng theo.


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Hin nay c rt nhiu chng trnh gii tr cng nh cc bui party c

t chc v s c mt ca ung l khng th thiu. V l, nhng sn

phm c thng hiu mang tm quc t lun l s la chn u tin.

Khng ch c vy, nhng thng hiu ln nh Coca s l nhng nh titru tin m nh t chc tm kim ti. V vy Coca lun c nhng c

hi ln c th qung b nhng sn phm ca mnh.

3.4. Thch thc

H thng php lun cn yu km v h thng c sh tng km

l cn trln i vi cc donh nghip. H thng hnh chnh nng nlm tng chi ph cho doanh nghip.

Cnh tranh tcc cng ty ung sn xut nc ung khng c ga v c

li cho sc khe trnn khc lit hn do ngi tiu dng ngy cng quan

tm ti sc khe ca mnh.

Coca cola c qu nhiu i th cnh tranh. Cc i th ln ca coca cola

c th kn nh: Pepsi, Number One, vi nhiu sn phm cnh tranh

trc tip vi coca cola nh: 7 up, Mirinda, Tr xanh 0o, C2,

Lun phi ci tin k thut, pht trin cng ngh, nghin cu th trng,

pht trin sn phm mi,.

B.NGHIN CU V LA CHN THTRNG MC TIU

Trong chuyn ving thm Vit Nam ln u tin vo thng 9.2009 trncng v Ch tch kim Tng Gim c iu hnh ton cu ca Tp on Coca-Cola, ng Muhtar Kent, cng b khon u t thm 200 triu USD ti y trong3 nm. Mc ch ca gi u t ny l nng cao quy m sn xut, tng cng ccknh phn phi, hot ng tip th v o to nhn lc.

Theo ng Kent, cc sn phm nc gii kht ca Coca-Cola tng trng 2nm lin tip (2008-2009). Hin nay, Coca-Cola c 50 nh phn phi ln, 1.500nhn vin v hn 300.000 i l ti Vit Nam.

Vit Nam l mt thtrng ln v cng quan trng i vi tp on.


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1. PHN ON TH TRNGDo tnh c th ca Vit nam Coca-Cola nhn thy rng th trng Vit

Nam rt a dng do Coca-Cola Vit Nam hng ti gii tr vi phongcch snh iu tr trung v nng bng. Thc t cho thy, thng hiu khng

trc tip phn on th trng m chnh qu trnh phn on th trng i hi phi c mt thng hiu ph hp cho tng phn on dnh hnhmt gi tr c nhn ca ngi tiu dng.

Coca-Cola tp trung phn on 2 tiu thc chnh:

V a l: Coca-Cola Vit Nam c gng phn phi vi mngli dy c t thnh th n nong thn, t ng bng n minni, t nam ra bc, nhng vn ch trng chnh ni tp trungng dn c, cc sn phm ca Co cacola xut hin khp mi nit cc qun n, gii kht ln n nh, t cc ng ph n cc

con hmtri t Bc vo Nam. V c im dn s hc: nh ni trn Coca-Cola Vit nam tp

trung vo gii tr vi phong cch tr trung nng bng v yCoca-Cola thnh cng theo kho st th Coca-Cola cgii tr n nhn.

2. TH TRNG MC TIUCoca-Colatp on sn xut nc ngt ln nht th gii n thnh

cng nhiu nc trn th gii nn khi thm nhp vo th trng Vit NamCoca-Cola vn chn mt chin lc phc v ton b th trng. Bc u,Coca-Cola tp trung vo nhng on th trng m nhu cu cng nh cim v mt dn s c t l cao.

Trong giai on thm nhp th trng Vit Nam Coca-Cola c tr sln lt l min Bc (H Ni), min Trung ( Nng), min Nam (TP HCM)v dn m rng ra cc thnh ph ln cn. Sau khi nghin cu k th trngVit Nam Coca-Cola nhn nh y l nhng thnh ph m c kh nng tiuth sn phm rt cao ca h. Nhn chung th trng ung ti Vit Nam

c nh gi l c tim nng. V vy m Coca-Cola bt u thm nhpt 1960 v n 2/1994 tip tc quay tr li. D kin th trng s tip tctng trng ng k trong nhng nm ti (2012 tng 46% so vi nm2007).Coca-Cola nh gi Vit Nam s tng trng vt bc trong 10 nm ti cth vo top 25 th trng tim nng nht ca hng. Vy Coca-Cola thc hin phn khc th trng ch yu theo a l(tp

trung ch yu cc thnh ph ln ng dn c) v theo nhn khu(chyu nh vo gii tr i tng c nhu cu s dng cao). y cng chnhl th trng mc tiu ca Coca-Cola.


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3. NH V

Coca-Cola l thng hiu c nh v trong u khch hng nhnc ngt gii kht c ga s 1 th gii. Hin nay Coca-Cola vn giungi u trong bng danh sch cc thng hiu hng u vi gi tr l

68.734 t USD. Coca-Cola l thng hiu ton cu nhn hiu Coca-Cola c 98% dn s th gii bit n.

L sn phm gii kht lm cho con gi tnh to v kho khon tr li,em li s sng khoi tuyt vi. Coca-Cola vn gi vng biu tngca s tin cy s c o vn c v s sng khoi tuyt vi.

Li ha ca Coca-Cola mang li li ch v s sng khoi cho tt cnhng ai c chng ti phc v:, cng ty phn u lm ti mi thtrng lm phong ph ni lm vic bo v mi trng v cng ctruyn thng cng chng. Qua qu trnh hot ng t nhng bc utin v pht trin trn nhng con ng khc nhau cc n lc v nhnc ca cng ty tp trung vo gio dc v xy dng m c tui tr.

Khu hiu: Khch hng ca chng ti trn ton th gii l nhngngi ng c thuwongr thc nc gii kht c cht lng tt nht.

C. THIT K CHIN LC MARKETING

I. CHIN LC SN PHM

1. Thit k chng loi, nhn hiu, bao b sn phm:

1.1. Quyt nh danh mc sn phm:a) Loi sn phm:

Loi sn phm m Coca Cola hng ti l loi hng ha vt cht, p

ng nhu cu gii kht ca ngi tiu dng vi nhiu loi sn phm nh soda,

nc tng lc, nc ung c ga thch hp vi nhiu i tng khch hngthuc nhiu la tui khc nhau.

b) Danh mc sn phm:

- Coca Cola sn xut nhiu loi sn phm ung khc nhau n ni

nu mi ngy ung 1 sn phm s pha mt n 9 nm th tt c

cc loi.


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- Coca Cola c danh mc ung khong 3500 loi vi 500 thng

hiu khc nhau, tsoda n ung tng lc hay sn phm ung

tu tng.

- 1 s sn phm quen thuc ca Coca Cola:

+ Coca Cola

+ Fanta

+ Sprite

+ Minute Maid

+ Valle

+ Simply

+ Hi-C

+ Fruitopia

+ Fuze

+ - T nhng yu cu ca th trng, m c th l yu cu ca cc i

tng khch hng khc nhau, Coca Cola cho ra i cc danh mc sn

phm khc nhau p ng c cc yu cu khc nhau ca khch hng.

- Vi tng i tng khch hng khc nhau, Coca Cola cng cho ra i

cc sn phm vi cc c tnh khc nhau nhng vn c c im ring

to nn du n cng nh thng hiu ca cc sn phm ca CocaCola.

1.2. Quyt nh loi sn phm:a) Quyt nh mrng loi sn phm:

Coca Cola c rt nhiu loi sn phm. Tuy nhin khng phi v th m

Coca Cola khng ngng c gng sng to ra thm nhiu loi ung mi

ng vi danh hiu cng ty nc gii kht hng u th gii. Coca Cola

thng xuyn gii thiu n vi khch hng cc sn phm mi ca mnh nh

Coke Classical hay Diet Coke

b) Quyt nh loi b sn phm:

- Cc sn phm ca Coca Cola c th chiu lng c rt nhiu nhng

vkhch hng kh tnh. Nhng iu khng ng ngha vi vic tt


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c cc sn phm ca Coca Cola khi c tung ra thtrng u thnh

cng v c th tn ti lu di.

- iu ny l tn tht kh trnh khi khng ch vi Coca Cola m tt c

cc doanh nghip khc trong lnh vc gii kht hay bt k mt lnh vc

sn xut no cng c khnng gp phi.

- Nhng sn phm ny ra i nhng khng thpng c nhu cu

ca ngi tiu dng v khng th to ra c li nhun cho cng ty.

V th m buc lng d phi tiu tn rt nhiu ngn sch cho vic

nghin cu v sn xut sn phm mi nhng Coca Cola vn phi chp

nhn cho sn phm rt khi th trng.

1.3. Quyt nh nhn hiu sn phm:a) Quyt nh lp nhn:

- La chn nhn hiu cho sn phm ca mnh nhn din v khc bit

ha sn phm, ng thi bo v hp php cc li thv c im

ca sn phm. Cc doanh nghip lun c gng tm mi cch khm

ph c nhng bn ng sau sn phm ca cc i th cnh tranh

v bin n thnh u th ca mnh. Nu khng c nhn hiu th rt d

ri vo tay cc i th cnh tranh.

- Gip xc nh ngun gc, xut x ca sn phm trnh hng nhi,

hng gi. Gip cho c doanh nghip v khch hng thun tin trong

vic t hng, mua hng v xl n t hng.

b) Quyt nh ngi bo trnhn hiu:

- Ngi bo trnhn hiu cng chnh l ch ca nhn hiu. V ngi

bo trnhn hiu ca Coca Cola chnh l nhn hiu ca cng ty. Cc

sn phm ca cng ty khi c tung ra thtrng u c gn di

nhn hiu ca Coca Cola.

c) Quyt nh tn nhn:


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Coca-cola cn gi tt l Coke l nhn hiu c ng k nm 1983 ti

M.Cha ca Coca-cola l dc s v theo cch hiu ca ngi dn M

thi th Coke l mt th thuc ung.Sau ny khi mua li Coca-

cola,Asa Candler-Nh lnh o ti ba bc nht ca Coca-Cola bin

chuyn suy ngh ca ngi dn nc M v hnh nh ca Coca-Cola.ng

cho nhng ngi tiu dng ca mnh hiu ththuc ung Coke l mt

loi ung ngon lnh v ti mt.Cho n nay Coca-Cola vn trung

thnh vi tiu ch ny ca hang.Hnh dng chai Coca-Cola c ng k

bo hnm 1960.

Ci tn Coca-Cola xut pht t tn l coca v qu cola,hai thnh phnca nc ngt Coca-Cola.Chnh iu ny lm Coca-Cola c thi k

khuynh o v ngi ta quy kt Asa Candler l ngi n ng gy

nghin ca c th gii.Hin nay Coca-Cola trthnh hang nc ngt ni

ting th gii vi rt nhiu sn phm a dng nh Coca-Cola Light,Coca-

Cola cherry.

d)

Quyt

nh chin l

c nhn hiu:

Thng hiu Coca-Cola l i din cho sn phm thnh cng nht

trong lch sthng mi v c nhng con ngi xut sc lm nn mt sn

phm tuyt vi nh th ny.

i cng vi Coca-Cola, mt thng hiu hng u th gii trong

ngnh nc gii kht c gas, v th ca tp on ng th 4 trong s 5

thng hiu nc ngt hng u th gii, trong c diet Coke, Fanta v

Sprite.

Qua hn mt th k vi nhiu thay i v mt thi i mi ang mra

cng ang i thay khng ngng, Coca-Cola vn gi vng biu tng ca

s tin cy, sc o vn c v s sng khoi tuyt vi.

Nhn hiu Coca-Cola c 98% dn sthgii bit n.

e)

Quyt nh ti nh v nhn:


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Trong mt chin dch m sau c bit ti ph bin vi ci tn

Sai lm marketing ca th k20,Coca-Cola c gng thay ththng

hiu Coca-Cola c in bng thng hiu New Coke vao thng 4 nm

1985.Thi im ,cng vic kinh doanh ca Coca-Cola ang b nh

hng mnh m t chin dch Pepsi Challenge ca i th truyn kip

PepsiCo,do vy cng ty ngh rng thay i cng thc c cho ra hng

v mi s l mt hnh ng thng minh.Nhng li l mt suy ngh sai

lm.Ngi tiu dng ni in.

Phil Mooney,chuyn vin lu trvn th ca Coca-Cola cho bit,

c nhng cuc biu tnh phn i ca Hip hi bo tn gi tr tht vnhng ngi a thch Coca-Cola c in ca nc M.Thm ch mt

ngi n ng t San Antonio cn li xe n nh my ng chai a

phng v mua 1000USD Coca-Cola c vi mc ch d tr.

Cng ty buc phi a v cng thc nguyn bn cng nh thng

hiu gc vo thng 7 nm 1985.

Sau ln tht bi li bi hc v cng qu gi cho cng ty.V ra iv kt thc Mnn ngi dn Vit Nam khng c dp thng thc thc

ung ny.Tuy tht bi nhng mt ln na Coca-Cola khng nh c

thng hiu ca mnh trong lng khch hng.

1.4. Quyt nh bao b sn phm:- Coca Cola c ng trong lon nhm hoc trong chai thy tinh, v

mi y c ng trong c chai nha bn ngoi dn nhn hiu

mu ti vi 2 ch Coca Cola vit hoa theo chiu nghing 45 .

Vi mu ti v nhng ng cong trng tuyt diu, Coca Cola

thnh cng trong vic hp dn v li cun khch hng.

- Cch y cha lu, mu chai Coke c eo c trang im vi dng

tn c nhn bit trn ton th gii v hnh ha kiu di ruy bngn gin b thay th bi loi chai nha hoc lon nhm trn logo


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ca hng nm gia mt lot bong bng, nhng thng ip tip th,

hoc nhng hnh nh ty theo ma.

2. To skhc bit ca sn phm:2.1. To c im khc bit:

V cht lng

V cng ngh

V mu m sn phm

2.2. Truyn b sn phm ra thtrng:- Sau nhng tht bi thm hi trong chin lc tip th v sau khi tiu

tn hng triu USD cho chin dch qung co t gi vi Harry Porter,

Coca Cola sa thi gim c qung co cng nhiu quan chc cao

cp chuyn trch tip th khc. Trong thi gian va qua, cng ty nc

gii kht ln nht th gii ny b nhim 80 chc v mi, hu ht

u lin quan n cng tc qung co.

- Coca Cola cng vi gii lnh o mi ang n lc tip th cc loi

nc gii kht Coke Classic v Diet Coke, hcng ang cng tc vi

hng Gillete nhm phc hi vtr hng u ca mnh trc y.

II. Chin lc gi:1. Gi c sn phm:

- 30 nm trc, gi 1 chai Coca Cola 2 lt c lc ch 88 xu. Hinthi, gi 1 chai Coca nh th vn di 1USD. C rt nhiu iu ng

ni v sc mnh trong chin lc gi ca Coca Cola.

- Coca Cola s dng thnh cng chin lc gi mang v li nhun

v s pht trin cho cng ty.

- Mc d bn vi gi thp Mnhng li nhun ca Coca Cola vn

tng nhvic u n tng doanh s bn hng.


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2. Quy trnh xc nh gi:2.1. La chn mc tiu nh gi:

- Nhn t bn trong:

Ti a ha li nhun

Dn u th phn, gi vng v tr cng ty gii kht

ng u th gii

Dn u v cht lng v mu m

Bnh n th trng khi bn sn phm vi mc gi

tng ng ca Pepsi

Tm kim sng h ca trung gian, ph hp vi ti

tin ca ngi tiu dng

- Nhn t bn ngoi:

C th cnh tranh c vi i th

Khng b khch hng so snh gi c vi i th cnhtranh

2.2. Phn tch i th cnh tranh:- Bt k sn phm no xut hin trn thtrng th sm mun g cng s

xut hin cc i th cnh tranh. V i th cnh tranh nng k nht

ca Coca Cola, k phng ch th ca Coca Cola phi kn Pepsi.

- Bc vo bt c ca hng bn lno, khch hng cng s thy cc sn

phm ca Coca Cola v Pepsi c gi hon ton ging nhau. Duy tr

mc gi tng ng l mt chin lc an ton. Tuy nhin, an ton

khng nht thit l iu m cc nh u t ca Coca Cola mong mun

bi vy c l Coca Cola nn nng gi sn phm ca mnh cao hn, t

nht th nn tng gi cc sn phm c s khc bit so vi Pepsi nh

Dr.Pepper, Zero v Sprite.


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- Khi Coca Cola thc hin cc chin dch qung co t gi vi vic

thu Harry Porter th Pepsi cng tung ra mt clip qung co y hnh

nh gii tr vi i din l Britney Spear.

- tn ti v pht trin trn thng trng, doanh nghip buc phi

a ra nhiu chin lc marketing khc nhau. C doanh nghip y

mnh qung co trn cc phng tin thng tin i chng, trong khi

nhiu doanh nghip tung ra cc chin dch khuyn mi, tng qu.

Bt c chin lc marketing no cng c gi tr v hiu qu nht nh.

Tuy nhin s c sc mnh ng k nu chin lc marketing ca

doanh nghip tn dng s tham gia trc tip ca khch hng vo vics dng sn phm trong qu trnh xy dng nhn hiu. V cng rt

quan trng khi quan tm n cc phng thc marketing ca i th

cnh tranh, c bit khi l nhng i th tm cnh Pepsi. Ch vi

mt cht l l thi l danh hiu cng ty gii kht ni ting nht th

gii s tut khi tm tay.

2.3.

La chn phng php nh gi:a)nh gi da trn chi ph:

- Gi thnh sn phm ph hp vi chi ph bra sn xut sn phm.

- Vn thu hi c vn v t c doanh thu ti a m khng lm mt

khch hng v mc gi qu cao.

- t nht l gi thnh phi ha vn vi chi ph b ra.

b)nh gi da vo cnh tranh:- Mc gi tng ng hoc khng chnh lch qu nhiu so vi i th

cnh tranh.

- Nhng iu khng c ngha l h gi qu thp xung di c chi

ph sn xut.

c) nh gi da trn khch hng:


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- Ph thuc vo tm l tiu dng cng nh kh nng thanh ton ca

khch hng.

- Cch nhn nhn, nh gi ca khch hng v cht lng sn phm c

ng vi ng tin h b ra hay khng.

2.4. Quyt nh gi:a)Nhng xem xt khi a ra mc gi cui cng:

Tc ng ca gi ti tm l ngi tiu dng.

- Mi quan h gi-cht lng:Hin nay,gi khng cn l

cng c cnh tranh hng u nhng vn cn l cng ccnh tranh quan trng,c bit l nhng vng c thu nhp

thp.

- Khch hng thng tha nhn mi quan h gia gi

c&cht lng.

- Khch hng d c o gic khi sp xp cc mc gi.

- Vic cho rng gi cao hay thp cn ph thuc vo hon

cnh din ra vic tiu dng.

- Khch hng khi mua thng so snh mi mc gi ca cc

sn phm cng loi trn thtrng.

nh hng ca gi cc cng c Marketing khc ti gi.

- H thng phn phi.

- Qung co.

- PR

Mc tiu v chin lc ca cc cng ty.

- Mc gi cn nht qun vi nhng mc tiu v chin lc

kinh doanh ca cng ty.

- Nu cng ty mun xy dng hnh nh dn u v cht

lng hay cht lng cao,gi cn phi cao.


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- Nu cng ty mun t lng bn ln hay mun xm nhp

thtrng nhanh,gi cn phi thp.

Tc ng ca gi ti cc bn khc:nh trung gian,i th,chnh

ph

- D on phn ng ca cc nh trung gian,lc lng bn

hng v i thkhi a ra mc gi mi.

- Don phn ng ca chnh ph.

3. Cc chin lc iu chnh gi:3.1. nh gi chit khu v bt gi:

- i vi khch hng l cc trung tm phn phi, i l trung gian c

th p dng nh gi chit khu v bt gi nu khch hng mua vi s

lng ln.

- C th thc hin chit khu thanh ton hoc chit khu thi v.

3.2. nh gi phn bit:-

Ty thuc vo i tng khch hng, khu vc, thi gian m c ccch tnh gi ph hp.

3.3. nh gi khuyn mi:- Chp nhn l li ko khch hng

- C ch gim gi cho khch hng thn thit, c phiu gim gi

- Chit khu cho khch hng mua slng ln v thanh ton ngay bng

tin mt

3.4. nh gi theo danh mc sn phm:3.5. nh gi cho sn phm mi:4. Thay i gi:4.1. Chng thay i gi:


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a) Chng gim gi:- Khi nng lc sn xut d tha, cung ln hn cu

- Mun khng ch thtrng, ginh li th phn

b) Chng tng gi:- Khi chi ph sn xut tng

- Cu ln hn cung

4.2. p ng vi nhng thay i gi:III. Chin lc truyn thng cng:1. Thit kchng trnh truyn thng v khuyn mi:1.1. Cc bc trong qu trnh pht trin h thng truyn thng c hiu

qu:

Tp trung vo cc th trng ch cht ch khng u t dn tri ri khngthu c g trong c nm. l chin lc m CoCa Cola lun ly lm c scho mc tiu pht trin ca mnh.

Ngay t khi mi thnh lp, mc tiu ca Coca Cola l chim lnh nhng thtrng ln nht ch khng dn tri th trng ca mnh trn ton th gii.Khng nh nhiu hng nc ngt trn th gii lun tm cch m rng thtrng ca mnh n bt c ch no c th th Coca Cola lun kin nh vinhng th trng truyn thng Theo hng th trc tin hy c ch ngvng chc trn cc th trng truyn thng rng ln , sau m rngnhng th trng nh hn cng cha mun. Theo Ch tch Coke, SteveHeyer, chin lc ca Coca Cola s lun l tp trung vo tng khi lng sn

phm c th mang li, qun l chi ph kht khe hn v nng cao hiu qu ut vn, coi s pht trin th trng truyn thng l nhn t then cht chotng lai ca Coke, trong s ch trng vo cc lnh vc, nh gii tr v ththao, ca hng n nhanh v cc chui nh hng, c tc ng tt v nhanhnht n vic qung b cc nhn hiu sn phm mi. Nh vy, ti nhng thtrng ln nh M, Trung Quc hay Chu u, biu tng Coca Cola lunc vng nhbn thch.

a)Xc nh cng chng mc tiu:- Nhm cng chng mc tiu ca Coca Cola rt ln v slng sn phm cng

nh loi sn phm ca Coca Cola rt phong ph, a dng, thch hp vi nhiui tng.


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- Tuy nhin, nhm cng chng mc tiu ca Coca Cola vn l hng n gii

tr, nhng ngi c thu nhp n nh.

Mc tiu i vi cng ty chnh l khch hng mc tiu ca cng ty. V vycng ty Coca ti Vit Nam lun ch trng pht trin ti nhng thnh ph lnm danh ting c v lng trung thnh ca khch hng i vi sn phmcao. y khch hng mc tiu chnh ca cng ty l cc t chc, cc doanhnghip, ngi tiu dng trong nc, c bit l ti cc tnh, thnh ph ln nh: H Ni, TP. H Ch Minh, Nng, Hu, Hi Phng, Bc Ninh, ......

b) Thit kthng ip:Ni dung ca thng ip: Mang li li ch v s sng khoi cho tt c

nhng ai c chng ti phc v.

y chnh l li ha ca cng ty Coca n vi khch hng ca mnh. Cngty s phn u lm ti mi th trng, phong ph sn phm, bo v mitrng, tha mn tt c cc yu cu ca khch hng, lun lun lng nghe squan tm ca khch hng n vi qu cng ty. Cng ty ang tp trung vo cc

n lc v nhn o, gio dc v xy dng cc c m kht vng tui tr.

Cu trc ca thng ip: a ra hnh nh nhm nh vo tm l ca khchhng, to cho khch hng mt nim tin vo sn phm, khi ung c cm gicti mt, sn khoi, giu tng.

c) La chn phng tin truyn thng:Vic la chn phng tin truyn thng l rt quan trng, v ti liu truyn

thng c c thit k tt n u nhng nu khng thu ht c i tngkhch hang cn nhm n th cng khng c hiu qu. C th ni cc phngtin truyn thng dn dt v truyn ng lc cho thng hiu. Cc phngtin truyn thng hu nh tr nn quen thuc vi mi ngi. Do vic sdng cng c no l khng quan trng m quan trng l ta phi lm th no thu ht s ch ca khch hng vo sn phm m cng ty mun gii thiun vi khch hng. Gia v vng cc loi phng tin truyn thng a dngnh vy to c s t ph gi y kh khn hn bao gi ht. Vy cc doanhnghp u nh gi li vic s dng cc phng tin truyn thng, t cthnh cng trong x hi hin nay. Trong truyn thong c ng c cc cng c

sau: Qung co, Marketing trc tip Khuyn mi,Quan h cng chng , Bnhng c nhn.


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d)o lng kt qu truyn thng:Tt nhin lm mt chng trnh tn km nh vy , i ng marketing phi

thuyt phc c ban lnh o v hiu qu c th mang li sau khi thc hin

chng trnh. Coca-Cola s nng cao nhn din thng hiu, to s kt ni

tt hn gia gii tr vi thng hiu, ng thi ha hn mang li tng trng

doanh thu cao hn sau khi t chc i nhc hi bng hot ng khuyn mi

ln nht tu nm 2012, vi gii thng hn 1 triu chai nc gii kht

min ph v 3.000 v mi tham d siu nhc hi cc nh SoundFest. Kt

qu, trong Qu I/2012, doanh s ca Coca-Cola Vit Nam c mc tng

trng nht ton cu.

e) nh gi v iu chnh:Coca-Cola s nng cao nhn din thng hiu, to s kt ni tt hn gia

gii tr vi thng hiu, ng thi ha hn mang li tng trng doanh thu

cao.

2. Thit kchng trnh qung co:2.1. Xc nh mc tiu qung co:

- Nhm tung sn phm mi ca Coca Cola ra thtrng, gii thiu sn

phm n vi khch hng.

- To ra n tng mi vi khch hng v s ci tin, thay i v cht

lng cng nh mu m ca sn phm.

- Tng tnh a dng ca sn phm khch hng c nhiu s la chn

hn khi s dng cc sn phm ca doanh nghip.

- Thu ht s quan tm, ch ca khch hng. Hng n nhu cu ham

thch s mi l ca khch hng.

2.2. Quyt nh ngn sch qung co:


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Coca-Cola l mt trong nhng cng ty chi rt mnh tay cho vic qung

co sn phm ca h.Sau y l thng tin minh chng cho su t vo

Vit Nam ca Coca-Cola:

Cng ty nc gii kht Coca-Cola Vit Nam d kin s tng gp ba ngnsch cho cc hot ng qung co ti th trng ny trong nm nay tip tc duy tr mc tng trng 2 con s. B Phm Nh Uyn, Gim cnhn hng ca Coca-Cola Vit Nam, cho bit phn ln chi ph s dnhcho Happiness Factory (nh my hnh phc) - mt chng trnh qungco, qung b sn phm ca cng ty ti th trng Vit Nam. Theo ,Happiness Factory s c thc hin trn truyn hnh, bo v thngqua cc hot ng v tr chi. Tuy nhin, b Uyn khng cho bit chi phdnh cho chng trnh ny cng nh cc hot ng qung b, tip th ca

Coca-Cola ti Vit Nam.Theo Cng ty truyn thng v nghin cu th trng TNS Vit Nam,Coca-Cola ti Vit Nam chi khong 1,5 triu la M cho cc qungco sn phm trn truyn hnh v bo giy trong nm 2008.

ng Paul Poppellier, Ph tng gim c ca Coca-Cola Vit Nam, chobit cng ty ang nhm n mc tng trng 2 con s trong nm 2009,v tuyn thm vi trm nhn vin mi cho nm 2009 thc hin khoch m rng th trng ti Vit Nam. Nm 2008, cng ty tuyn 240nhn vin mi.

Cng ty Coca-Cola u t hn 160 triu la M vo Vit Nam, vhin c cc nh my ng chai ti H Ty, Nng v TPHCM.

2.3. Quyt nh thng ip qung co:2.4. Quyt nh vphng tin qung co:

-

Hin nay c rt nhiu cc phng tin cng nh hnh thc qungco, gii thiu sn phm n vi ngi tiu dng.

- Qung co trn truyn hnh:

Cung cp thng tin trn din rng, n c vi

nhiu i tng khch hng

Mang tnh sinh ng cao


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Chi ph cho 1 ln tip xc thp nhng tng chi ph

li cao

Thi lng c hn Kh chn lc c i tng mc tiu cn hng ti

- Qung co trn truyn thanh:

Ngi nghe nhiu v c th chn lc c tng a

phng mun hng ti

Chi ph thp

Ni dung linh hot nhng li ch c ting, kh khin

khn gilin tng c n sn phm, dn n kh

nng ghi nhthng tin sn phm thp.

Kh thu ht c s ch ca khch hng

- Qung co trn bo, tp ch:

Cung cp c nhiu thng tin

Chi ph thp

Hng n ng nhm i tng khch hng mc

tiu nhng li hn ch slng c gi

Tui th ngn v bgin on gia cc chu k pht

hnh bo, tp ch

2.5. nh gi hiu qu qung co:- Coca Cola p dng c hnh thc qung co trn truyn hnh, truyn

thanh v trn bo, tp ch. y l mt su t di hn vi ngun

kinh ph khng nh.

- Tuy nhin, Coca Cola l mt cng ty ln, ngun ngn sch b ra cho

vic qung co khng phi l nh hng nhiu n hot ng ca

cng ty. Thm vo , nhng li ch m doanh nghip thu li c t


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cc hot ng qung co ny hon ton c thb p c nhng chi

ph dnh cho qung co m vn thu li c nhng khon doanh thu

khng l cho doanh nghip.

- Vi cc hnh thc qung co phong ph, tip cn c vi nhiu i

tng khch hng gip doanh nghip gii thiu, qung b rng ri

hnh nh cng nh sn phm ca cng ty n vi ngi tiu dng.

Nhng hnh nh, thng tin ca sn phm cng nh ca doanh nghip

c in su trong tm tr ca khch hng qua c thnh gic, th gic v

thm ch l c v gic qua vic c s dng th cc sn phm ca

cng ty gip cho daonh thu ca Coca Cola tng ln nhanh chng.

2.6. Marketing trc tip:- Kt hp gia qung co, xc tin bn hng v bn hng c nhn

bn hng trc tip cho khch hng.

- Thit lp mi quan h thng xuyn v y vi khch hng bng

cc hnh thc nh: catalog, gi th, in thoi, email, truyn thanh,

truyn hnh

- Xc nh nhm khch hng mc tiu v c cc chin lc cho hng

r rng, bit chnh xc nhu cu ca i tng khch hng mun hng

n v t la chn loi sn phm ph hp tip cn vi khch

hng.

2.7. Xc tin bn hng:- Khuyn khch khch hng tiu dng sn phm nhiu hn v thu ht

thm c cc khch hng mi, mrng th trng mc tiu v cc

khch hng tim nng.

- Khuyn khch cc trung gian tng cng phn phi, cng c v m

rng knh nhm to nn li ch kinh t trc tip qua cc hnh thc

nh: s dng hng mu, mnp chai trng thng, qu tng


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- Ti trcho cc chng trnh truyn hnh, cc hot ng x hi thu ht

c slng ln ngi tham gia v c tuyn truyn rng ri

2.8. Quan h cng chng:- Truyn tin rng ri v sn phm v doanh nghip n khch hng hin

ti v tim nng thng qua cc phng tin truyn thng i chng

nhm t c nhng mc tiu m daonh nghip ra.

- To dng c danh ting tt, ng thi x l cc tin ng v cc

hnh nh bt li lin quan trc tip hoc gin tip n danh ting cng

nh cht lng sn phm ca Coca Cola.

- Tc ng c n tm l tiu dng ca khch hng, kch thch khch

hng tiu dng sn phm nhiu hn m li tn t chi ph ln nhm lm

tng doanh thu ca doanh nghip.

3. Qun l lc lng bn hng:3.1. Thit k lc lng bn hng::

- Mc tiu ca lc lng bn hng tt yu l bn c nhiu sn phmv thu vc ti a ha li nhun, tip cn c nhiu i tng

khch hng thuc nhiu tng lp, nhiu la tui vi cc nhu cu tiu

dng khc nhau.

- To dng c cc mi quan hphong ph, a dng vi khch hng

c thc c cc khch hng tim nng. y chnh l mu cht

lm nn thnh cng ca doanh nghip d vi bt k loi sn phm

no.

- D dng tip cn vi khch hng t thu c nhng phn hi

tch cc cng nh tiu cc tpha khch hng c th pht huy

nhng u thcng nh gim thiu cc mt cn hn ch ca sn phm

c th ci tin v cho ra i cc sn phm tt hn,p ng c

nhiu hn cc yu cu ca khch hng.


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3.2. Qun l lc lng bn hng:a) Tuyn dng v la chn lc lng bn hng:

- Thu ht lc lng lao ng hiu qu- Pht trin lc lng lao ng hiu qu

- Duy tr lc lng lao ng hiu qu

b)Hun luyn lc lng bn hng:- M cc kha hun luyn cho nhn vin bn hng v nhn vin bn

hng chnh l i din cho b mt ca doanh nghip. Nhn vin bn

hng cn c nhng hiu bit nht nh v doanh nghip cng nh ccsn phm ca doanh nghip t c th t vn v gii thiu cho

khch hng cc sn phm ca doanh nghip p ng c nhu cu ca

h.

- Bn cnh , nhn vin cng cn c o to cc kin thc cn thit

vk nng mm c cch ng x khn kho, ph hp trong tng

tnh hung v c th to dng c cc mi quan h dn n cc

khch hng tim nng gip tng doanh thu ca doanh nghip.

c) Cho gim st lc lng bn hng:- c mt i ng nhn vin bn hng chuyn nghip, tn tm v

cng hin ht mnh v cng ty th khng th thiu nhng ngi qun l

mn cn. Nhng ngi trc tip qun l, iu hnh v ch th cng

vic cho cc nhan vin. ng thi cng di theo cc hnh ng ca

nhn vin c nhng bin php x l kp thi cc tnh hung bt trc

cng nh c ch i ng, khen thng thch hp i vi nhng

nhn vin ht lng trong cng vic v t thnh tch tt.

- Ngi qun l phi l ngi bit cng t phn minh, c ci nhn sng

sut, thu o, phi bit lng nghe v tip nhn nhng kin t pha

nhn vin ca mnh c thi din h phn hi ln cc cp cao

hn.


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d)ng vin lc lng bn hng:- nhn vin lun c gng, n lc ht mnh vi cng vic c giao

th ngoi mc lng cnh cng cn c nhng chkhen thng,

i ng ph hp vi cng sc b ra.

- Nu nhn vin thy nhng g mnh nhn c xng ng vi nhng g

mnh b ra th h s khng ngn ngi g m n lc cng hin cho

doanh nghip v gn b lu di vi doanh nghip. S trung thnh ca

cc nhn vin lu nm, c kinh nghim v tay ngh cao chnh l ti

sn qu gi nht ca cc doanh nghip.

e) nh gi lc lng bn hng:- Cn phi c s gim st, qun l st sao c thnh gi chnh xc

cng sc v khnng lm vic ca nhn vin.

- Vi cc nhn vin lm vic nhit tnh, t hiu qu cao th cn c

khen thng. Ngc li, nhn vin no khng t yu cu cn phi

thay th v b sung ngun lao ng mi.

-

C.HOCH NH CHNG TRNH RTING HN HP1. CHNH SCH SN PHM

Coca-Cola ch hot ng trong lnh vc ung bao gm nc ung,nc uongs khng cn v nc ung c ga. Cng ty to ra nhiu loi ncvi mi v mu m khc nhau p ng nhu cu a dng ca khch hngnh: Coke t ga, Sprite, Fanta, Coke hng vali. Trong thi gian va qua

conng ty khng ngng nghin cu pht trin thm nhiu sn phm miphc v ngi tiu dng Vit Nam nh nc ung ng chai Joy, nc tnglc Samurai, bt tri cy Sunfil, ng thi b sung thm nhiu hng v micho cc sn phm truyn thng p ng th hiu v khu v ca ngi Vit

Nam nh Fanta chanh, Fanta duCng ty Coca-Cola tip tc cam kt lm n lu di ti Vit Nam v

lun i mi p ng nhu cu ngy cng cao ca th trng nc gii khtnng ng v y tim nng Vit nam.

ao b v kiu dng:


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Mi thit k, logo ca Coca-Cola li c s chuyn bin linh hot sngto v thch hp khi xut hin trn cc qung co hay trn o thun khn tonn mt chin dch tip th hon ho cho Coca-Cola. Coca va vinh danh nhn

gi thng Platium Pentaward 2009cho mu thit k h 2009 y l giithng cao qu cho nhng nh thit k bao b v kiu dng sn phm bt mtp c o. Vi kiu dng ny th Coca-Cola khng nh v tr ng ucho nhng thit k bao b kiu dng v ung.

Ngoi ra coca khng ngng ci tin bao b v kiu dng ngy cng pv tin dng hn. Coca-Cola a ra mu chai Fanta Fun c o. y lloi chai vi kiu dng vui mt v c o to cho sn phm Fanta thm vhp dn v snh iu. Kiu dng chai mi ny s lm ni bt hn phong cchtr trung nng ng c trng ca nhn hiu Fan ta ph hp vi gii tr Vit

Nam. c bit phn thn chai c thit k ti u v va tay lm tng s thoimi khi s dng sn phm. N lc sng to ca cng ty Coca-Cola nhm lintc em li cho ngi tiu dng Vit Nam nht l cc bn tr c hi thngthc nhng kiu bao b nc gii kht va c o va hp dn va vui nhnv tin dng.

Coca-Cola thng xuyn i mi bao b vi hnh nh bt mt em n chokhch hng s mi l c o trong sn phm ca mnh. Gn y Coca tung ra lot sn phm c hnh nh Happiness Factory i vi cc loi chai thutinh chai nha v lon vi gi khng i.

2. CHNH SCH GI

Sn phm Coca-Cola nh gi da trn ngi mua theo gi tr nhn thcc. H xem nhn thc ca ngi mua v gi tr ch khng phi chi phca ngi bn l c s quan trng nh gi. H s dng nhng yu tchi ph gi c trong marketing-mix xy dng gi tr c cm nhntrong tm tr ca ngi mua. Gi c nh ra cn c vo gi tr ccm nhn .

Chin lc nh gi Coca-Cola thm nhp th trng: khc vi chinlc nh gi cao nhm cht lc th trng doanh nghip Coca-Cola chnchin lc nh gi sn phm mi tng i thp nhm thm nhp thtrng vi hi vng rng sn phm s thu ht c mt s lng lnkhch hng v t c mt th trng ln.

nh gi chit khu: phn ln doanh nghip Coca-Cola s iu chnh gica mnh thng cho nhng khch hng thanh ton trc thi hnmua khi lng ln. Chit khu tr tin mt l s gim gi cho nhngkhch hng no mua v thanh ton tin ngay. Chit khu theo s lng l

s gim gi cho nhng khch hng mua vi s lng ln.


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nh gi phn bit theo dng sn phm: theo cch nh gi ny cc kiusn phm v cc mt hng ca Coca-Cola c inh gi khc nhaunhng t l vi chi ph tng ng ca chng.

nh gi theo loi sn phm: doanh nghip Coca-Cola thng sn xutnhiu loi sn phm v mt hng ch khng phi mt th duy nht.Chng khc bit nhau v nhn hiu hnh thc kch c tnh nng Do chng c nh gi cc thang bc khc nhau. Hin nay gi ca sn

phm coca ti th trng VN cao hn so vi cc sn phm cng loitng ng, tuy nhin mc chnh lch v gi khng cao.

3. PHN PHICc sn phm gii kht Coca-Cola c sn xut ti ba nh my ng

chai ti TP HCM H Ni Nng. Nm 2001 chnh ph Vit Nam ng cho php 3 nh my ng chai sp nhp theo c cu qun l tp trung trong nh my ng chai Coca-Cola Vit nam TP HCM gi vai tr qun lcn hai nh my cn li gi vai tr nh hai chi nhnh. Vi ba nh my snxut 3 min to iu kin cho cng ty c th m rng mng li phn phi cc min cung cp y sn phm cho cc i l 3 khu vc ny. ivi sn phm nc gii kht khu phn phi rt quan trng vic Pepsi voth trng Vit Nam trc nn nm c kh nhiu nh phn phi hnCoca-Cola v vy coca vn tip tc m rng mng li phn phi thng quacc i l cc qun c ph nc gii kht nh hng thu ht cc i l bngcch gia tng cc hot ng h tr cho cc i l nh tng d h tr trang trca hng h tr ti chnh

4. QUNG COMt trong nhng b quyt quan trng to nn s thnh cng cho Coca-

Cola chnh l hot ng qung co. Ai cng bit rng cht lng mi vca Coca-Cola khng h tha i t 100 nm nay. Ci gii ca tp on

Coca-Cola chnh l cc hot ng qun co Marketing xy dng nnthng hiu hng ho ni ting. Coca-Cola l mt trong s t cc cng tydnh mt s tin tng ng chi ph sn xut nh bng thng hiungay t khi mi thnh lp. Bn cnh s t tin ca Coca-Cola chnh l yut to nn thng hiu ngy nay c th hin r rang trong khu hiu qunco ca h

Coca-Cola lun u t cho cc chin lc qun co sn phm cahng. Ti nhng ca hng bn l v ti cc siu th Coca -Cola baogi cng c by bn ngang tm mt ngay trc nhng hnh lang

hoc ni bt mt. c c s u tin ny Coca-Cola phi trnhng khon tin khng nh cht no. H lun dnh mt khon u


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tin ring cho hot ng qun co sn phm ca mnh n mi ngithng qua tivi bo ch cc hot ng v tr chi.

Cc qun co ca Coca-Cola rt n tng v thu ht c nhiu s

ch ca mi ngi vi nhng tng sng to th hin cm gicmi l c o v Happiness Factory , Mr BRRRRRR.

5. KHUYN MI c c thnh cng ln ca Coca-Cola trn th trng Vit Nam

hin nay th nhng nh lm marketing thc s to ra hiu qu trong vics dng cng c truyn thng ca mnh. Hiu r tm l ca ngi tiu dngCoca-Cola khng qun rng hot ng khuyn mi l mt trong nhng cngc tt nht qung b hnh nh ca sn phm n ngi tiu dng.

Vic s dng hnh thc khuyn mi khng ch gip doanh s ca cng ty tng lnm n cn th hin gi tr m cng ty mang li cho cc khch hng ca mnh. yl mt cng c truyn thng c lc khng ch ring Coca-Cola s dng m hunh cc cng ty khi i vo hot ng cng xem y l mt cch thc pht trinth phn ca mnh.


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