BI TP NHM V NHN THC THNG HIU BNH CHOCOPIE CA CNG TY ORION THNG QUA QUNG CO NHM: SKY_36K12.2 1.

S lc qu trnh hnh thnh Cty ORION. Cng ty TNHH thc phm ORION Vina c tn giao dch l ORION, c hnh thnh t nm 1957 da trn c s sn xut ban u l cng ty TNHH bnh ko Tong Yang Hn Quc. Thng 5 1997, xy dng nh my Langfang ti Trung Quc v bt u sn xut Chocopie Orion. Thng 10 2006, thnh lp cng ty TNHH thc phm ORION Vina Vit Nam, ti KCN M Phc 2 Bnh Dng. Tt c nhng sn phm do Cng ty TNHH Orion Vina sn xut v phn phi trn th trng VN u khng nhim c t melamine, tuyt i an ton cho sc kho ngi tiu dng. Bn cnh , ngun nguyn liu ch bin cc sn phm ca Cng ty Orion Vina u c nhp khu ch yu t nh sn xut sa Murray Goulburn (c), Cng ty Kerrybio - Science B.V (H Lan) v Cng ty Nutribio (Php) m bo cht lng lun ng nht i vi bt k sn phm no. Orion Vina lun c ngi tiu dng nh gi cao v tn nhim bi cht lng lun n nh. Tt c nhng nh my ca Orion Vina u c xy dng v vn hnh theo tiu chun an ton v sinh thc phm ca AIB - American Institute of Baking - y l tiu chun nghim ngt, c bit dnh cho cc sn phm bnh nng. Cht lng sn phm lun l nim t ho ca Orion Vina. Orion Food Vina l doanh nghip thc phm c 100% vn u t Hn Quc th hai ti Bnh Dng, l nh my sn xut bnh ngt u tin c xy dng ti Vit Nam v cng l chi nhnh pht trin mnh ca Tp on Orion ni ting th gii. Cng ty khng ngng m rng th trng, khi cng xy dng nhiu nh my thc phm, ton b dy chuyn cng ngh, quy trnh sn xut bo m tiu chun quc t. Sn phm chnh ca Nh my l bnh ORION

choco-pie v Snack. Hin sn phm ca ORION chim ti 45% th phn v thc phm n lin ti Vit Nam v xut khu ra th gii. Hin nay, Cty c chi nhnh: H Ni, Bc Ninh, Nng, Sn phm ca Orion c phn phi trn 65 quc gia trn th gii. 2. Cc mt hng kinh doanh chnh.

L tp on sn xut bnh hng u ti Hn Quc vi nhiu sn phm quen thuc nh: Chocopie, Custas, Goute, Ostar, Toomies c khch hng trn ton th gii yu thch. V ti Vit Nam, chng ti mun cng bn nm tri nhng d v chin thng trong s nghip. Nh khi thng thc nhng sn phm cht lng cao ca Orion bn s cm thy cuc sng ti vui, bn s c kh nng tn hng thnh cng, thng hoa cng s nghip ti Orion. Vi slogan Gieo m c_ Gt thnh cng. Cc mt hng kinh doanh chnh ca cng ty l: 3. Pie: Chocopie, Custas, Tiramisu, Freshpie, ChocoDiva Snack: OStar Salt, OStar Seaweed, OStar Rich Onion,. Biscuit: Goute, Zangle, Chocoboy Candy: Straw, Graps, Yorgust. i nt v sn phm bnh Chocopie.

Choco Pie c tp on Orion sn xut t nm 1974 , bnh Chocopie gm c: * Lp ngoi cng l Chocolate. * Tip theo l phn bng lan. * Trong cng l phn mm, do, mu trng. Thng thc Chocopie l s tn hng cm gic mm ngt ca lem ho vi v ng ca chocolate. Bnh c ng trong gi c cha kh Nit bo qun v

duy tr cht lng sn phm. Bnh Chocpie c coi l tinh tu ca m thc Hn Quc, tng t nh vai tr ca oreo Cookie trong vn ho m thc M. 4. nh v ca bnh chocopie qua qung co. to hnh nh cho nhng sn phm bnh ca mnh Orion tham gia ti tr cho cc gameshow truyn hnh v cc hot ng: Orion ti tr cho game Audition trong nm 2008 vi s tin l 100.000 USD, i li VTC Game s qung b hnh nh ca Orion. VTC Game s qung co sn phm ca Orion nh: (O Star snack) v to sn khu mi cho Orion land trong game Audition. Ngoi ra s t chc nhiu Event trong game Audition v Event offline c ni dung qung co cho Orion. y l hp ng qung co trong game th hai ti Vit Nam sau hp ng hiu qu gia Samsung v VTC Game. Thc t cho thy cng ty v ang tp trung vo i tng khch hng l sinh vin v cc em nh. Orion ti tr cho chng trnh Rung Chung vng ca i truyn hnh Vit Nam, mt gameshow da theo format ca hng truyn hnh Hn Quc KBS, rt hp d n hin nay ti c Hn Quc v Vit Nam. Ti tr trong cc chng trnh trn truyn hnh l mt cch qung co rt hiu qu do d tip cn c vi ngi tiu dng. Qung co ti trn xe bus, sn ga, ... gc khch hng qung co, ng Jong Yeon Jeong, Gim c tip th ca thng hiu bnh Orion, gii thch vic la chn hnh thc qung co transit rng y l loi hnh qung co rt kinh t! Vi gi trung bnh 3.000 USD cho mu qung co trn mt chic xe but trong mt nm, loi hnh ny r hn nhiu so vi qung co trn tp ch hoc truyn hnh. Mt khc, n l qung co di ng nn s c nhiu ngi tiu dng mt n, ng Jeong ni. ORION ch mi xm nhp th trng Vit Nam khng lu nhng nhng dng sn phm ca h thc s chim s cm tnh ca mi la tui ngi tiu dng.

Trong qung co v bnh Chocopie trn truyn hnh v cc knh internet khc ta c th hnh dung ni dung m cng ty Orion mun khch hng bit n sn phm bnh Chocopie nh sau: i tng khch hng trc tip ca bnh chocopie l nhng tr nh, chnh v th m ORION ly nhng tr nh lm nhn vt chnh cho qung co ca mnh, trong hai qung co trn u nhn mnh tnh cm gia ngi vi ngi, nhng k nim gia hai ng chu bn b h hoc tnh cm ca hai anh em nhng bnh cho nhau bn quy vit ca ng . Ti y th bn bt u nhn ra thng ip m nhng ngi lm qung co ca ORION mun chuyn ti n khch hng ri ch chnh l gip cng ty truyn thng ip yu thng n vi mi ngi thng qua chic bnh Chocopie. Khc vi qung co khc ch tp trung vo cc tnh nng sn phm nhng Orion ch cp tnh cm ca cc em nh qua chic bnh yu thch. mi l th bn lu. Khng ch vy, cc cu ht trong cc clip qung co kh ngn gn, d nh c bit l vi tr nh. Gieo vo lng ngi v lu li rt lu trong tm tr ca khch hng: N ci trn trn nh bnh Cho-Co-Pie. K nim ngt ngo nh chic bnh xinh. Mi lun hnh phc thng nm. Cng nhau ta ht Cho-Co-Pie. Mi lun hnh phc thng nm. Cng nhau ta ht Cho-Co-Pie ORION l Cho-Co-Pie. Cho-Co-Pie l ORION. R rng, khi khn gi xem hai clip qung co ca Chocopie th u khng thy cp ti tnh nng ca sn phm, hm lng dinh dng, cht lng trong ci bnh m n su l gi tr m n em li cho khch hng

V y ORION cng vy ch l qung co mt chic bnh thi nhng h li a hnh nh chic bnh chocopie ny ti vi khch hng mt cch hon ton khc vi slogan nh v Tnh nh Chocopie. y l mt trong nhng qung co c ngi tiu dng bnh chn l rt nhn vn. Vy th thc t ngi tiu dng nhn thc v hnh nh thng hiu bnh Chocopie nh th no?. y l vn m nhm t ra. gii quyt vn ny nhm tin hnh iu tra hi trc tip v nhn thc v lin tng sn phm bnh Chocopie thng qua qung co trn vi Bn cu hi nh sau: BNG IU TRA Cho anh, ch! Chng ti l nhm SKY n t lp Qun tr sn phm thng hiu ca trng i hc Kinh t Nng. Hin chng ti ang thc hin ti nghi n c nhn th c ca khch hng i vi thng hiu bnh Chocopie ca Cng Ty Orion Vina. S gip ca anh ch ng gp mt phn quan trng trong qu trnh nghin c u. Xin cm n! Thng tin p vin: H t n:. Tui:

Cu 1: Bn c bit ti sn phm bnh Chocopie khng? a. C b. Khng

Cu 2: Bn xem qung co v bnh Chocopie cha? a. C b. khng

Cu 3: Bn n tng nhng g trong qung co ny? a. b. c. Hnh nh m thanh Nhn vt d. e. f. Ni dung Slogan Khc

Cu 4: Theo bn i tng khch hng m qung co ny hng ti l ai? a. Tr nh b. Gia nh Cu 5: Bn hiu qung co mun truyn t iu g? Bnh chocopie c cht lng tt, thm ngon, b dng. Nhn mnh tnh cm gia con ngi vi nhau. Bnh gn lin vi tui th. L loi bnh c bit khng ging vi nhng loi bnh khc. Xin cm n!! c. Ngi gi d. Ttc

Nhm tin hnh iu tra khong 10 ngi v kt qu c th nh sau: Tt c 10 p vin u bit n sn phm bnh Chocopie a s cc p vin u c n tng v yu thch vi ni dung C 3 ng vin cho rng khch hng chnh ca Chocopie l gia V lin tng i vi sn phm khi xem qung co, c 7/10 Orion v tng xem qung co cho sn phm ny. v slogan ca qung co. nh v 5 ng vin tr li l tr nh. p vin cho rng qung co bnh Chocopie nhn mnh n tnh cm gia con ngi vi nhau, c 2 p vin ngh rng qung co gi h nh n tui th v 1 p vin ngh rng sn phm Chocopie c s khc bit i vi cc loi bnh khc trn th trng. Qua kt qu kho st trn c th thy c rng, a s khch hng u lin tng n mi quan h thn thit, gn b yu thng gia con ngi vi con ngi, c bit l gia cc thnh vin trong gia nh. Cc p vin khi c hi u cho rng tnh cm l nhn t khin h cm thy n tng v c s yu thch i vi qung co v i vi sn phm, khi nhc ti bnh Chocopie, h lin tng n s gn b thn thit v ch Tnh trong mi con ngi. iu cho thy gia nh v ca cng ty v hnh nh ca sn phm bnh Chocopie trong tm tr khch hng c s trng khp kh ln, chng t cng ty Orion thnh cng trong chin lc nh v ca mnh. 5. xut gii php Mc d i a s khch hng u bit n v hiu thng ip cng nh hnh nh nh v ca bnh chocopie, tuy nhin, bn cnh , mt b phn khch hng v n cha bit c i tng khch hng chnh cng nh thng ip m cng ty mun truyn ti thng qua qung co. khc phc tnh trng ny, mt s gii php m nhm xut l: rng nht. Nhn mnh hn Slogan Tnh nh Chocopie Nhn t gy n tng i vi khch hng v th hin thng ip tnh ngi gn b r

Tip tc xy dng hnh nh Bnh Choco pie nh xy dng

hnh nh ca cng ty Orion l mt trong nhng yu t gy dng thng hiu Bnh ny hiu qu. Qung co c th l s kt hp ca nhiu nhn vt theo tui l tr th v c th tp trung vo i tng sinh vin theo ng vi i tng khch hng chnh ca cng ty l tr nh v sinh vin. Ngun: https://chienluocmarketing.wordpress.com/tag/chi%E1%BA%BFnl%C6%B0%E1%BB%A3c-qu%E1%BA%A3ng-cao/page/5/ http://sanphamdichvuhangdau.vn/PCT/San-pham-Banh-Choco-Pie-Orioncua-Cong-ty-TNHH-Orion-Vina/1272/1711.html http://123doc.vn/document/70242-dinh-huong-chien-luoc-xay-dung-vaphat-trien-thuong-hieu-cong-ty-orion.htm