K HOCH SN PHM MI BNH GO GABI V QUN L KNH CA CNG TY C PHN BNH KO HI H

1. 1.1. Tng quan th trng bnh go ti H Ni Th trng hin nay

Hi H hin ti l mt ng ln trong th trng bnh ko vi rt nhiu dng bnh ko mm, bnh kem, mt khc nhau. Tuy vy mi ra nhp th trng bnh go mi y, u 2014. Hin ti trn th trng c rt nhiu loi bnh go a dng ca rt nhiu cc cng ty ni ting khc nhau: Bnh c im go One One Gi bn Cng ty Thin H Dng KH sn mc phm tiu - Go Thm c tuyn Bnh chn t cc ng bng ngt: Vit Nam. 2000 0/gi - h ng cht to m u 250g - h ng chin qua du, khng cholesterol, - h ng cht bo qun,. - c bit Bnh Go One.One c sn xut v bn bi C ng ty OneOne Vit Nam mt c ng ty ang ng u th trng v th phn bnh go Vit Nam vi cc nh my n ti ng n, ong n vi h ng ng n c ng nhn. -V ngt -V tm nn g -V b nn g Ton quc ang b scand al v gi ht m khng m bo VSAT TP Phn phi Ghi ch

- Cam kt v sc khe vi ngi tiu dng Rich y Thnh phn: Go (>= 60%, du thc vt, bt np, ng, tinh bt khoai ty, tinh bt m, mui, gelatin, monosodium glutamate (E621), cht iu v (E627, E631). Bnh go Richy l sn phm c sn xut t ngun nguyn liu go cao cp Vit Nam m bo an ton v sch. Bnh ngt: 2400 0/gi 225g Hon g Mai -V mn Rich y Hn Quc Rich y plus v ph mai Rich y ph thng Bnh go lc Ohsa wa Zozi n c lm t go lc, mang n nhiu cht inh dng, m bo sc khe Cng ty TNH H Th ng mi Vit H i Dnh cho ng i c nhu cu n king Ton quc, c bit l cc h thng phn phi thc phm sch, Gii vn phn g v tr em Ton quc

cc quy thuc.

Ngoi ra trn th trng c rt nhiu cc loi bnh go nh: zozin Th trng bnh go l mt th trng rt tim nng: -

obana, binbin,

Ph hp vi vn ha Vit Nam: Bnh go c lm t go, go l nng sn chnh

ca ngi dn Vit Nam. Ngi ta c th thiu tht, thiu rau nhng kh ng ai n thiu go. Bi vy m bnh go c lm t go c th b sung dng cht nh go bnh thng. Gi c phi chng: Bnh go c c im nh, bnh kh to nhng gi c so vi cc

mt hng khc th kh thp. - m bo sc khe: Trc cc vn nn v VSATTP mt loi bnh c lm t nhng ht go ngon ca cc min ng bng rt c cm tnh ca ngi mua. Nhng nghin cu mi y ch ra rng cm go c hiu qu rt tt trong vic gim ng cholesterol trong mu Ph hp vi khu v nhiu ngi: Bnh go c loi mn, loi ngt nhng nhn

chung v kh thanh vi v ngt t nhin ca go. Nh vy, c th thy th trng bnh go khng ngng tng nhanh. 1.2. c tnh ca sn phm bnh go GaBi v cng a dng, nhu cu v bnh go l

Bnh go GaBi c 2 dng sn phm bnh go mn v bnh ngt. Tuy nhin, loi ngt cha a ra th trng. c tnh: Lm t ht go cng trn, thm ngon, tinh khit. Bnh thm du, ngt ngo v gin tan.

Bnh go GaBi c sn xut ch bin t nhng ht go thm ngon tuyn chn cc vng la go c sn Vit Nam trn cng ngh sn xut hin i v tin tin nht hin nay. gi nguyn hng v thun cht t nhng ht go c sn Vit Nam, cng ty Hi H hon ton khng dng ph gia tng hp, khng cht to mu, khng chin qua du, khng cht bo qun khi ch bin sn phm. c bit Bnh go GaBi cn khng cha Cholesterol, t bo thch hp cho c ngi n king, bo v sc khe cho ngi tiu dng. Bnh go GaBi l loi thc phm tin dng c th s dng mi ni khi i du ch, d ngoi, cm tri, lin hoan hi hp. Loi thc phm ny vn b sung y dng cht cn thit cho ngi dng. 1.3. Nguyn nhn a sn phm mi ra th trng

Nhu cu ca ngi tiu dng a thch nhng sn phm mang hng v t nhin, hn ch ti a vic s dng ha cht. Bnh go Ga Bi c ngt du, khng dng cht ph gia tng hp, mu bnh go c trng tng ng vi mu ht go cht ng, hn na, sn phm khng chin qua du m nn gi c mi hng thm ca go, Ga Bi khng cha Cholessterol, t bo. Vi nhng c tnh ca sn phm nh trn, bnh go Ga Bi thch hp cho c ngi n king, bo v sc khe, nh ng tm ngi tiu dng. Tim nng ca sn phm: sn phm Bnh go trn th trng hin nay c rt nhiu i th cnh tranh. Hai loi bnh go c thng hiu trn th trng l One One v Richy. Do , vi ngun lc v thng hiu sn c ca Hi th c hi cnh tranh cao v c li th hn. Hi H cha c sn phm bnh go trn th trng, y mt phn khc th trng c nhiu i tng khch hng. V th, Hi H khng mun b qua th trng Bnh go hin nay. Da vo li th so vi i th cnh tranh: Richy a ra th trng vi sn phm bnh go cao cp c gi mc cao, One One nh gi thp hn Richy nhng One One thng hiu u nm trn th trng. Nn mun cnh tranh c trn th trng, GaBi c im khc bit, cnh tranh v mc gi so vi i th, gi sn phm bnh go GaBi thp hn c One One (di 5000 ng/gi).

Thng hiu sn c ca Hi H: Hi nhiu hn

c bit n l cng ty sn xut ko

sn xut bnh, a ra sn phm bnh go Ga Bi ln ny gp phn qung

co cho thng hiu ca cng ty trn th trng bnh ko. 2. 2.1. K hoch v sn phm mi v qun l knh La chn knh phn phi

Vi tiu ch la chn cu trc knh phn phi ca sn phm bnh go GABI nhm thit k knh c bao ph rng th Hi phi c sn ca cng ty. Knh phn phi hin ti p ng c cc yu cu v quy m , a im, thi gian ch nhng vn cha t c mc tiu v dch v h tr, nn s c s iu chnh ti a ha hiu qu hot ng ca knh hin ti nhng i va tit kim chi ph v thi gian tiu th sn phm c nhanh nht. la chn cu trc knh phn

Nh sn xut

i l Siu th i l Siu th Cc nh bn l

Ngi tiu dng

H thng knh hin ti cha qun l v kim sot, vn hnh knh mt cch hiu qu. Vn phn phi sn phm t cp 1 n cc cp tip theo th HAIHACO

khng ph trch ngoi vn gi c thng nht (trong phm vi chnh lch cho php) nn cc trung gian t cp 2 ny khi kinh doanh bnh ko ca Hi H vn cha thc s ch trng v mt nh v cng nh thng nht cc khu pht trin sn phm mi bnh go GaBi. Chnh v vy khc phc vn qun l ny khi chn cc thnh vin knh cn c s chn lc vi yu cu cc TVK c tnh linh hot v h tr hp tc cao. 2.2. ng gp ca cc TVK vo vic lp k hoch sn phm mi Hot ng nhn ng gp ca cc TVK ca Hi c thc hin thc cht

l qu trnh thng bo vic tung sn phm bnh go GaBi sp ti ra th trng Thi gian: Vn ly kin ca cc TVK Hi H thc hin cha c tt. Ch sau khi sn phm c ra thit k v sn xut hon chnh th cng ty mi thng bo ti cc TVK ca mnh th ng qua i ng nhn vin th trng ti a bn. (thuc giai on cui cng trc khi a sn phm ra th trng) Mc ch: nhn c s chc chn ng thun phn phi sn phm mi bnh go GaBi ca cc TVK v to mt lng tin v sn phm sp ti l cht ng, kh nng tiu th c rt cao v em i li nhun cho h. Cc TVK ca Hi H hu nh u ng thi tham gia vo nhiu h thng knh phn phi khc nhau ca cc c ng ty. iu ny c li cho Hi H trong vic nhn cc kin v vn tiu th cc loi sn phm bnh go tng t nh One One v Richy. Tuy nhin, nhng thng tin ca Hi cng c th b l ra bn ngo i, cc i th trong ngnh sn xut bnh go c th li dng nhng sai st ca Hi m a ra nhng thng tin gy bt li. th nn, Hi H la chn thi im cui cng trc khi tung sn phm va c li va c hi. 2.3. Khuyn khch cc TVK chp nhn sn phm Khuyn khch bng vic b dung cc dch v h tr Trong ngn hn khi mi tung ra sn phm G BI, c ng ty y mnh hot ng bn hng trc tip ti cc im bn, c bit u tin cc im bn c ng tiu th sn phm ca HAIHACO mc cao. Cung cp cho cc TVK cc sn phm dng th gii thiu vi khch hng v sn phm mi

Trong di hn: cc i l v siu th, cng im bn c quy m ln c h tr cc gi v k trng by sn phm, cc bin, bng banner ca sn phm mi.

Khuyn khch bng vic to s lin kt qua nhn vin giao hng. Cc nhn vin giao hng ca cng ty v ca cc nh phn phi ng vai tr quan trong s hp tc ca cc bn. Mc hi lng ca cc thnh vin knh cp di vi cp trn ph thuc mt phn vo cch lm vic ca cc nhn vin giao h ng. tng tnh inh hot v hp tc cao cng ty m cc bui giao u, hng dn cung cch hot ng n cc nhn vin giao hng ca cng ty v ca nh phn phi. Ngoi yu cu v chun mc thi , tin giao hng, cc nhn vin ny cn phi thc l s dy kt ni s hp tc thnh cng ca cc TVK. Chit khu b sung i vi cc i l p dng chnh sch chit khu ca HAIHACO ging nh vi sn phm khc. hi i bn mc doanh s quy nh hng thng s c chit khu thng mi b sung bng 1.1% n 1.3% doanh s. Nhn vin th trng gi thng bo khon doanh s hng thng ti tng i trc 10 ngy hng thng. Cc i l c h thng bn hng ring ca Hi c chit khu thng mi b sung 0.3% - 0.5% vi 20 i l ln nht tnh theo qu. Cc i t mc doanh s khon hng qu s c chit khu thng mi b sung 0.3% - 0.7% doanh s ty thuc vo mc khon ca cc i l v c th hin trong cc th ng bo khon h ng qu do ban gim c k. Nu i l bn hng c nhn vin th trng ring ca Hi H s c chit khu b sung h ng thng tnh cho 1 nhn vin 1.000.000. Cc trng hp kh ng t mc khon, c ngh ca nhn vin th trng th giao cho nh o phng k hoch th trng s phi gii quyt theo tng trng hp c th theo nguyn tc: i t doanh s trn mc 1.3% nhng kh ng t c mc khon th c xt b sung chit khu khng qu 1%. Cc i l c doanh s trn 100 triu kh ng t mc khon, th trng c tng trng th nh o phng k hoch- th trng xt cho hng chit khu thng mi b sung tnh theo t l nh khon.

Cc sn phm kh tiu th khc, phng k hoch- th trng c phng n khon, khuyn mi ph hp trnh ban gim c gii quyt v c thc hin bng vn bn c th. Khuyn khch cc ca hng bn l, tp ha. Cc ca hng bn l, tp ha thng kh ng c hng mc chit khu cao. c im u kho v trng by hn ch. Chnh v vy khuyn khch cc TVK ny tiu th tt, cng ty xy dng chng trnh ng hnh cng Hi H, vi cc TVK gn b u d i, ng tiu th n nh trong nm s c hng cc li ch nh c u tin nhn cc thng tin v chng trnh khuyn mi, hay cc sn phm mi m Hi H sp tung ra th trng. 2.4. Lm cho sn phm mi ph hp vi sn phm hin c ca cc TVK

Qun l knh phn phi ca HAIHACO ti H Ni i kho st thc t ti cc thnh vin knh phn phi v tha mn cc yu t ca thnh vin knh nh v kh nng tiu th sn phm nhng th nh vin knh c chn bn sn phm mi Bnh go GaBi l nhng ca hng gn ch, khu ng dn c v nu cc thnh vin knh ny chp thun bn sn phm mi th kh nng em i li nhun vn c m bo. Trong qu trnh trao i v vic phn phi sn phm, Cng ty lun ch truyn t cho cc thnh vin knh bit rng Bnh Go GaBi l sn phm bnh go u tin ca Hi H, nu so vi i th cnh tranh nh One One th gi r hn, cht ng sn phm c ngi tiu dng a chung (do c nhng ln kim tra th sn phm trn th trng), nn cc ca hng tp ha y c kh nng tiu th Bnh go trong tng ai. Khi HAIHACO tung ra th trng sn phm mi l Bnh Go GaBi v la chn knh phn phi trc tip ti ngi tiu dng hay phn phi qua cc thnh vin knh sn c ca Cng ty, th ngay ti cc ca h ng i l bn bun, bn l ca nhng thnh vin knh cng phn phi cc dng sn phm tng t v chng loi. Cc thnh vin ca knh phn phi Bnh Go GaBi u l nhng ca hng, siu th bn tp ha- hng tiu dng nhanh. Cc dng sn phm ca cc ca h ng i c HAIHACO la chn m th nh vin knh tng t vi chng loi sn phm do cng ty sn xut.

2.5.

Thng tin cho cc TVK v sn phm mi

i vi sn phm mi l Bnh Go GaBi sn phm tiu dng ng gi n gin vi cch s dng c hng dn trc tip trn bao b sn phm, pha C ng ty cng khng tn qu nhiu cng sc trong vic truyn t li thng tin v sn phm mi cho cc thnh vin knh c la chn phn phi. Thng tin truyn t ch yu l v c trng ca sn phm, nu so vi cc loi bnh go c trn th trng hin nay th sn phm Bnh Go GaBi cng c s khc bit nh l v ngt ca bnh, ngi tiu dng sau khi dng th sn phm cho rng GaBi ngt hn, mm hn so vi cc loi bnh go khc trn th trng, in hnh l One One. y cng ca sn phm. Vi kinh nghim bn hng ca cc thnh vin knh kt hp vi bnh go GaBi l sn phm tiu dng nhanh nn nhng k nng v bn hng hay cch s dng sn phm, c ng ty kh ng cn ch truyn t li, m bn thn cc thnh vin knh t c th lm tt. 2.6. m bo cc TVK khng gp kh khn khi bn sn phm mi Do trc khi tung sn phm mi ra th trng, phng k hoch v th trng c nhng ln kim tra th sn phm bng cch trc tip cho mt nhm ngi tiu dng n th v xin kin phn hi. Kt qu thu c l kh quan, khng xut hin li no v sn phm. V th khi Cng ty phn phi Ga Bi ti nhng ca hng tp ha, cc i l bn bun, bn l u c s tin tng v sn phm. Tuy nhin c mt vn cha c gii quyt ti nhng khu ng dn c, sc mua sn phm mi trong thi gian u nn ng bn ln, khi ht hng bn bn nh kho khng sn h ng vn chuyn ti nh phn phi, thng b chm so vi nhng cuc lin lc gi thm hng khong 7-24h. 3. Thc t hot ng a bnh go GaBi ca Hi H ra th trng c trng ni bt

 OC BN GO G BI R T TRNG C STT 1 C ng vic in h ti cc TV C ng vic v th n danh sch cc TV s tiu th bnh Gabi Nhn ng gp ca cc TV Tha thun cc TV chp nhn tiu th bnh Gabi Th ng tin ti cc TV v c trng sn phm Trao cc n phm, bin, bng, k ..cho cc TV Vn chuyn bnh Gabi ti cc TV theo yu cu a chn v n danh sch cc im bn h ng trc tip Tuyn nhn vin PG, PB m vic vi cc TV hoc ban qun ti a im bn Thit k cc bc ng, n phm, ng phc nhn vin Tin h nh bn h ng trc tip ti cc im bn Ti cc im bn h ng trc tip Vic giao nhn h ng v tiu th ti cc TV T1

I Thi gian (t / / n / / ) T2 T3 T4 T5

T6

Truyn th ng ti cc TV

Bn h ng trc tip

im tra, gim st

Tuy nhin, hot ng bn hng trc tip nhm a bnh go GaBi ra th trng ca Hi b ngng trong tun thc hin u tin (1/3/2014). Thi gian 26/2/2014 a im Kiot s 3 hng Giy 55 Nguyn Siu 32 n Dng 77 Phc X 55 vn Kip 42 o n Th im 84 Quan Th S 9 Ng S Lin 6/119 H c Di 73 Vn Chng 2 Tip a im ngy 27/2/2014 1/3/2014 Tip a im ngy 27, 28/2/2014

27/2/2014

28/2/2014

Nguyn nhn: t n th bnh go do thi tit ma qu nhiu, hiu qu n th khng cao nn hot ng b tm thi dng li. ng thi, cng ty gp kh khn v vn nhn s. Tuy nhin, chng trnh bn h ng trc tip c ln k hoch thc hin trong thi gian sp ti. 4. u, nhc im v gii php 4.1. u im

Loi hnh sn phm: Bnh go l mt loi sn phm c a chung ti H

Ni v s d n cng nh tt cho sc khe Nguyn liu: c ch bin t nhng ht go vi cng ngh sn xut tin tin hin i nht, hon ton khng dng ph gia tng hp, khng cht to mu, khng chin qua du, khng cht bo qun nn cng tc bo qun ti khng gp qu nhiu kh khn. Mu m v bao gi: sn phm bnh go GaBi c mu m bao b p mt, cc thng s ghi trn bao b r rng, cung cp cho ngi tiu dng nhng thng tin cn thit nht v sn phm. Nhng iu ny gip cho bnh go GaBi d c ngi tiu dng u dng. GaBi c ng 2 oi kch c bao gi l 150g v 220g, phc v tt nhu cu ngi tiu dng, t d dng ln cc k gi ca ca hng. Trong qu trnh vn chuyn, cc gi bnh c ng v o thng giy, m bo trong qu trnh vn chuyn khng b v, d dng phn phi, thun tin u kho v kim tra u kho. Thng hiu: Hi H l mt thng hiu u i v c uy tn trn th trng, c nhiu th h ngi Vit la chn tiu dng, nn mt sn phm ca Hi ra i d nhn c s chp nhn phn phi ca cc TVK, cng nh d to dng c lng tin cho h hn. La chn knh sn c: Hi H la chn phn phi bnh go GaBi theo h thng knh sn c nn bnh go GaBi c th d dng tip cn i vi khch hng bi thi quen mua ti cc knh phn phi ca khch hng. Mt khc, cc TV c

c mt lng tin nht nh i vi Hi H nn h sn sng tham gia phn phi sn phm mi ln ny v d d ng hn trong vic thc hin cc chng trnh xc tin. 4.2. Nhc im Qu trnh nhn ng gp ca cc TV kh ng t hiu qu cao, ch mang tnh cht thng bo vic Hi H sp a ra th trng sn phm mi l bnh go GaBi. Cc TVK ca Hi thng tham gia l TVK ca nhiu doanh nghip bnh ko khc nn sn phm bnh go GaBi gp rt nhiu kh khn cc TV u tin thc y mnh vic bn sn phm ca Hi H. Bnh go GaBi hu nh ch c by bn trn cc k hng ca cc i l, siu th vi s ng nh cng dy vi cc la bnh go ca cc hng khc nh One One hay Richy, kh ng trng b y ni d quan st, nn khng gy n tng vi ngi mua. (ngoi tr tun u Hi c t cc im bn hng trc tip v im n th) Sn phm lm t go nn d v, bnh dng gi kh to nn gy kh khn trong vic by bn trn gi k ca ca hng. (ch nm ng da, chim din tch gi nhiu) 4.3. Gii php

sn phm bnh go G BI c bao ph rng ri trnt h truuwng, cnh tranh c vi One- One, Richy, cn: Sn phm Tng thm nhiu hng v mi l v nhiu t nhiu loi kch c nh: + Gi/ hp nh ( ging nh bnh go Yori Nht Bn), c th tin dng mang i hc, i m n, vi s ng nh v thun tin trng b y v vn chuyn. + Hp va v ln, ng gi p mt nhm tng nhn bit ca khch hng. Knh phn phi - By bn sn phm vi s ng ln ti siu th, v tr d quan st, ni bt hn cc sn phm bnh go khc thu ht s ch ca ngi mua. - Mi knh phn phi ln (Siu th, i l, ca hng ln) nn c 1 nhn vin bn hng ca Cng ty Hi H mc ng phc qung co G BI ng gii thiu v sn phm

mi khi c khch h ng n mua, nhm to s tip cn ch ng ca sn phm i vi khch hng. V trong giai on u ca sn phm mi nn Hi H cn a ra mc chit khu

cao hn cc sn phm khc v cao hn i th canh tranh khuyn khch kh nng tiu th ca cc TV nh: + Mi TVK c mc chit khu khc nhau ph thuc vo mc tiu th sn phm GaBi ca thng trc. + Chit khu 1.5% doanh s cho cc TV mc cao nht trong 1 thng + u tin nhn cc sn phm khuyn mi v cc sn phm mi nht ca Hi H cho TV t doanh s bn hng cao nht trong qu - y mnh chin dch dng th sn phm ti cc siu th hay i l ln xem phn ng, nhn xt ca khch h ng, cng nh thm d xem khch h ng nhu cu nh th no v sn phm, cng nh gii quyt nhng kh khn ca TVK gp phi trong qu trnh tiu th sn phm t mc tiu th sn phm bnh go GaBi