Cc concept da trn nhu cu ca

STT

Nhu cu

Nc chanh dy mt ong

Cung cp dng cht v mang li

nhiu li ch cho sc khe t cc
thnh phn thin nhin.

Nc tr xanh chanh dy

Cung cp dng cht mang li

nhiu li t cho sc khe c bit
l tc dng chng oxy ha t tr
xanh.

-Nc chanh dy
-Nc tr xanh chanh dy
-Nc chanh dy mt ong
-Nc chanh dy b sung CO2

Tnh tin dng

-D s dng
-D mang theo
-D mua
-Th tch va

M t
Vic kt hp gia sa v chanh
dy gip tng cng vitamin,
khong cht v nng lng cho
c th

c tnh sn phm
-Mu sc
-Mi v hi ha
-Tnh gii kht

tng
Nc chanh dy sa

i tiu dng:

Gi c

-Sn phm dng chai PET c

np vn dung tch 251
500ml
-Sn phm dng hp giy
(tetrapak) c ng ht dung
tch 221 250 ml
-Hp giy (tetrapak) c nt
vn dung tch 221 250 ml
-Nc chanh dy
-Nc tr xanh chanh dy
-Nc chanh dy mt ong

h n chai PET 350ml v l i

ny c nhi ngi
ti n dng

c c ncept
h

nh

t nh c t c g

ch n d

the nhng

t t n

c vic

Concept 1: Nc ch nh dy ng ch i
Concept 2: Nc ch nh dy
Concept 3: Nc t

t ng ng ch i

nh ch nh dy ng ch i

Concept 4: Nc ch nh dy

ng

ng ch i

T cc nhu cu c ngi tiu dng, phng marketing tin hnh phn nhm cc nhu
cu thnh nhu cu bc mt, nhu cu bc hai.
-

Nhu cu bc mt: l nhng nhu cu chung nht.

Nhu cu bc hai: din t nhu cu mt cch chi tit.

Sau khi tin hnh phn nhm, cc nhu c c nh gi h s quan trng tng
i . Thng thng c h i c ch nh gi
-

n c vo s ng thun ca cc thnh vin PDD d

t n inh nghi

vi ngi tiu dng

Nhanh, tit kim chi ph
Khng hon ton chnh xc, khch quan
Lm vic tt khi c s phi hp ca cc thnh vin
-

Kho st NTD thit lp h s quan tr ng tng i

Tn thi gian v chi ph
Khch quan

y, chng ti ch n phng ph p ng thun v kt hp vi kt qu kho st

ngi tiu dng ca Cng ty nghin cu th t ng tr c tuyn W&S (Thi quen tiu dng
nc p tri cy v nc tri cy cha s ng ch i, th ng 1/2013

 L do ch

c p tri cy

T th trn cng vi kinh nghim c nhn, nhm PDD thng nht nh gi

quan tr ng ca cc nhu c cn c vo phn t

c t li ca cng ty kho st trn,

c th nh
B ng 2. H s quan tr

STT

chung

i theo nhu cu ca

t t

i tiu dng

a t
(imp)

ng vit in
T nh gii nhit
Tng l c hng i
Th y th dinh dng c
t i cy tht

0.172
0.0084
0.0232
0.0864

0.29

T nh gii h t
i v n ph
T nh i c n ph
pd
f e h c n ph
c c t ng

0.156
0.1428
0.031
0.1286
0.0038
0.0464

0.5086

D ng i
Th t ch v

0.1208
0.0536

0.1744

0.027

0.027

i c ph hp

1
L a ch n cc concepts theo mc p ng cc nhu cu khi s dng tr tho mc theo
thang 5 - im
1 H n t n hng p ng nhu cu
2 Khng p ng nhu cu
3

nh thng

p ng nhu cu

5 H n t n p ng nhu cu

STT

chung

1
cho

t
a

t t

ng vit in
T nh gii nhit
Tng l c- hng
i
Th y th dinh
dng c t i
cy tht
T nh gii h t
i v n ph
T nh
i c
n ph
pd
f e h c n
ph

c c
t ng

Con.1

Con.2

Con.3

Con.4

0.172
0.0084
0.0232

4
2
5

4
3
5

4
3
3

3
3
2

0.0864

0.156
0.1428
0.031

3
3
3

4
5
5

4
5
4

4
3
3

0.1286
0.0038

5
4

5
5

4
5

2
2

0.0464

D ng i
Th t ch v
i c ph hp

0.1208
0.0536

5
5

5
5

5
5

5
5

0.027

4.0061
2

4.7289
1

4.2566
3

3.3033
4

1
2
3
4
5
6
7
8
9
10
11
12
13

Con.1
0.688
0.0168
0.116
0.432
0.468
0.4284
0.093
0.643
0.0152
0.1392
0.604
0.2815
0.081
4.0061

Con.2
0.688
0.0252
0.0676
0.432
0.624
0.714
0.188
0.643
0.195
0.1856
0.604
0.2815
0.081
4.7289

t t
Con.3
0.688
0.0252
0.0696
0.3456
0.624
0.714
0.124
0.514
0.0195
0.1392
0.604
0.2815
0.108
4.2566

Con.4
0.516
0.0252
0.0464
0.1728
0.624
0.4284
0.093
0.2572
0.0076
0.1392
0.604
0.2815
0.108
3.3033

T ng i d t n c l h
t ngi ti d ng h
t 30 ngi th
nhn nh ng n ph

a
t

a c nh
gi c nht v c h nng c nhn c c y c
h ch hng
ng i