1

1. L do chn ti
Nm 2007, Vit Nam chnh thc gia nhp WTO. T ti nay, Vit Nam c nhng
bc chuyn mnh r rng. Trong , mc sng ca ngi dn ngy cng c nng cao v
ngi dn ngy cng quan tm sc khe, iu ny th hin qua thi cn nhc trc khi quyt
nh mua 1 sn phm no . C th ni, hng ha c ngi dn mua nhiu nht l thc phm
v nc ung. V vi nc ung th nc gii kht c gas (nc ngt) l thc ung c kh
nhiu ngi la chn v tnh nng gii kht nhanh chng, sng khoi c th.
Khi nhc n nc gii kht c gas th ngi tiu dng lin nh n CocaCola v Pepsi.
Vy l do g m 2 doanh nghip nc ngoi li c c v tr nh th trong lng khch hng, l
do g khi m gia hng lot ci tn nh Tribeco, Sabeco, Chng Dng, ... th li ni ln ci tn
Pepsi v CocaCola. C phi chng c s khc bit v cc hot ng chiu th khi m sn phm,
gi c v h thng phn phi ca cc cng ty u tng ng vi nhau, nu khng mun ni cc
cng ty trong nc c th mnh v h thng phn phi. V nhng iu khc mc nh vy nn
ngi vit quyt nh chn ti Phn tch hot ng chiu th ca nc gii kht Pepsi
thuc tp on PepsiCo nghin cu v tm hiu v sao Pepsi li c c v tr nh th trong
lng ngi tiu dng. Bn cnh , thng qua ti ny, ngi vit s rt ra c 1 s kinh
nghim hu ch cho bn thn v cng vic sau ny.
2. Mc tiu nghin cu
4- Nm c c s l lun ca hot ng chiu th trong chin lc Marketing.
4- Phn tch c im ngnh nc gii kht hin nay.
4- Tm hiu v cng ty nc gii kht PepsiCo.
-i Hiu r c hot ng chiu th ca nhn hng Pepsi v a ra 1 s gii php cho
hot ng chiu th ca nhn hng Pepsi.
3. Phm vi v i tng nghin cu
4- Phm vi nghin cu:
Thi gian nghin cu: nghin cu sn phm nc gii kht Pepsi t
2008 ti thi im hin ti (2011)
Phm vi nghin cu: V hn ch v thi gian v phng tin i li nn ngi
vit tp trung nghin cn khu vc TP.H Ch Minh
2

J- i tng nghin cu:
Ngnh hng nghin cu: ngnh hng nc gii kht khng cn Vit
Nam
Nhn hiu nghin cu: Nc gii kht c gas Pepsi ca cng ty PepsiCo.
4. Phng php nghin cu
4- Nghin cu ti bn: thu thp thng tin th cp t cc ngiin nh Internet,
bo ch, tp ch lin quan ti hng tiu dng, sch, ...
4- Phng php phn tch v tng hp: t nhng thng tin thu thp, ngi vit
tin hnh phn tch nhng thng tin, cht lc nhng thng tin cn thit v tng hp li
hon thnh bi vit ny.
5. Ni dung nghin cu Ni
dung c th nh sau:
4- Khi nim Marketing.
4- Khi nim Marketing mix
4- Chin lc chiu th
4- Tng quan ngnh hng nc gii kht.
4 Tng quan cng ty PepsiCo v nhn hng Pepsi 4- Phn
tch hot ng chiu th ca Pepsi
Qung co
Khuyn mi
PR
Cho hng c nhn
Marketing trc tip
4- S vn dng cc chin lc khc h tr chin lc chiu thi 4-nh
gi vic vn dng cc cng c trong hot ng chiu th
4- e xut 1 s bin php nng cao hiu qu hot ng chiu th ca Pcpsi
6. Ket cu ti
e ti gm 3 chng nh sau:
Chng 1: C s l lun v chin lc chiu th trong marketing Chong 2: Tng
3

quan ngnh nc gii kht Vit Nam v hot ng chiu th ca nhn hng Pepsi ca cng ty
PepsiCo
Chng 3: e xut gii php nhm tng cng hiu qu cho hot ng chiu th ca
nhn hng Pepsi
Chng I Co s l lun v chn lc chiu th trong
marketing
1.1. Khi qut chung v Marketing
1.1.1. Khi nim marketing
Marketing din ra khp mi ni, n ng chm ti chng ta ngy qua ngy. Tuy nhim
Marketing li l 1 lnh vc c hiu rt khc nhau v i khi cn c nhng quan nim nhm
ln trong kinh doanh. Nhiu ngi cho rang Marketing l qung co, l bn hng hay nghin
cu th trng, bi l cc hot ng ny trn ngp v tip xc ti mi ngi thng xuyn.
Cch ngh ny ch mi m t 1 phn nh ch khng phi tan b hot ng Marketing.
Marketing ngy nay nhn mnh n cc hot ng nhm to ra s tha mn nhu cu
khch hng. Mi hot ng Marketing u hng ti tha mn nhu cu khch hng,
Marketing l 1 qu trnh ch khng phi l 1 hot ng ty hng ch quan, n cn c s phi
hp cht ch gia 5 bc c bn ca qu trnh Marketing (R - STP - Marketing Mix - I - C), v
vy c the nh ngha:
Marketing l qu trnh x hi theo cc c nhn v t chc tha mn nhu cu
khch hng v mong mun ca h thng qua cc hot ng sng to v trao i sn phm.
1.1.2. Vai tr v chc nng ca Marketing 1.
1.2. . Vai tr ca Marketing
Marketing c 4 vai tr chnh:
4- Marketing hng dn cc doanh nghip ngh thut pht hin nhu cu khch hng
cng nh ngh thut lm cho hi lng khch hng, marketing nh hng cho hot ng kinh
doanh v to th ch ng cho doanh nghip.
4- Marketing l cu ni gip doanh nghip gii quyt tt cc mi quan h v dung
ha li ch ca doanh nghip mnh vi li ch ca ngi tiu dng v li ch ca x hi
4- Marketing l mt cng c cnh tranh gip doanh nghip xc lp v tr, uy tn ca
mnh trn th trng
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4- Marketing tr thnh tri tim ca mi hot ng trong doanh nghip, cc quyt nh
khc v cng ngh, ti chnh, nhn lc u ph thuc phn ln vo cc quyt nh marketing
/. 1.2.2. Chc nng ca Marketing
Marketing c 5 chc nng chnh:
4- Nghin cu th trng v pht hin nhu cu: bao gm cc hot ng thu thp thng
tini th trng, phn tch th hiu nhu cu khch hng, nghin cu tim nng v d on trin
vng ca th trng. Chc nng ny gip doanh nghip pht hin ra nhu cu tim n ca th
trng.
4- Thch ng nhu cu thng xuyn thay i: bao gm thch ng v sn
phm, gi c, tiu th v thng tin.
- Tha mn nhu cu ngy cng cao: Do nn kinh t pht trin, mc sng
ca ngi tiu dng ngy cng cao, cho nn hot ng marketing phi lun lun nghin cu
a ra nhng sn phm mi vi nhng li ch mi nhm nng cao, ti a ha cht lng sn
phm.
4- Hiu qu kinh t: tha mn nhu cu l cch thc gip doanh nghip c doanh s v
li nhun, kinh doanh hiu qu v lu di.
4- Phi hp: phi hp cc b phn khc trong doanh nghip nhm t c mc tiu
chung ca doanh nghip v hng ti tha mn khch hng.
1.1.3. Qu trnh Marketing
Marketing ly khch hng lm trung tm, bn cht ca marketing l tha mn ti a
nhu cu ca khch hng, mun thc hin iu ny qu trnh marketing trong doanh nghip
phi thc hin 5 bc c bn sau:
R STP MM I c
1.1.3.1. Nghin cu thng tin Marketing - R Nghin cn marketing l im khi u
marketing, l qu trnh thu thp x l v phn tch thng tin marketing. Khng c hot ng
nghin cu cc doanh nghip tham gia vo th trung ging nh ngi m. Nghin cu gip
doanh nghip xc nh c th hiu tiu dng, c hi th trng v chun b nhng iu hin
v chin lc thch hp tham gia vo th trng
1.1.3.2. Phn khc th trng, chn th trng mc tiu, nh v - s T p
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Nghin cu gip doanh nghip khm ph ra nhiu phn khc khch hng, doanh nghip
phi quyt nh, phn khc no l mc tiu s theo ui, s cung cp gi tr vt tri cho h.
e quyt nh chnh xc th trng no l th trng mc tiu, doanh nghip phi phn on,
nh gi cc th trng, chn th trng ph hp vi kh nng ca mnh. Doanh nghip cn
phi nh v sn phm ca mnh e khch hng c th nhn bit li ch then cht ca sn phm
v to ra s khc bit so vi sn phm cnh tranh khc trn th trng. nh v l nhng n lc
to lp nhn thc, khc bit trong tm tr khch hng v sn phm hoc dch v.
1.1.3.3. Xy dng chin lc Marketing Mix - MM
Trn c s th trng mc tiu c la chn, doanh nghip s thit k 1 chin lc
marketing mix nh hng v phc v th trng mc tiu .
1.1.3.4. Trin khai thc hin chin lc Marketing -1
Qu trnh bin nhng chin loc, k hoch marketing thnh hnh ng. chin lc
marketing i vo thc t cc doanh nghip s t chc, thc hin chin lc thng qua vic xy
dng cc chng trnh hnh ng c th, t chc ngun nhn lc thc hin n.
1.1.3.5. Kim tra v nh gi chin lc Marketing - c
Bc cui cng ca qu trnh marketing l kim sot, mt doanh nghip thnh cng
khng ngng hc hi, rt kinh nghim. H phi thu thp thng tin phn hi t th trng, nh
gi, o lng kt qua hot ng marketing c t c mc tiu ra hay khng v nu doanh
nghip tht bi trong vic thc hin mc tiu ca mnh, h cn phi bit nguyn nhn no nm
sau tht bi , t thit k hnh ng iu chnh.
1.1.4. Chin lc Marketing Mix
1.1.4.1. Khi nim Marketing Mix
Marketing Mix l s phi hp cc thnh t c th kim sot c m doanh nghip s
dng tc ng vo th trng mc tiu nhm t c cc mc tiu hoch nh
1.1.4.2. Cc thnh t trong Marketing Mix
Marketing Mix c 4 thnh t:
- Sn phm (Product)
4- Gi c (Price)
4- Phn phi (Place)
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4- Chiu th/ Xc tin/ Thng tin marketing (Promotion)
Marketing mix cn c gi l chnh sch 4Ps - do vit tt 4 ch u cc thnh t, v
sau y l quan im ca Gio s Jerome McCarthy v 4Ps vo nhng nm 60
4- Sn phm: l nhng th m doanh nghip cung cp cho th trng, quyt
nh sn phm bao gm: chng loi, kch c, cht lng, thit k, bao b, nhn hiu, chc
nng, dch v, ... nhm p ng nhu cu khch hng.
4- Gi c: l khon tin m khch hng b ra s hu v s dng sn
phm/dch v, quyt nh v gi bao gm phng php nh gi, mc gi, chin thut iu
chnh gi theo s bin ng ca th trng v ngi tiu dng
J- Phn phi: l hot ng nhm a sn phm ti tay khch hng, quyt
nh phn phi gm: la chn, thit lp knh phn phi, t chc v qun l knh phn phi,
thit lp quan h v duy tr quan h vi cc trung gian, vn chuyn, bo qun v dir tr hng
ha.
4- Chiu th: l nhng hot ng nhm thng tin sn phm, thuyt phc v c im
ca sn phm, xy dng hnh nh doanh nghip v cc chng trnh khuyn khc tiu th.
Mi chnh sch sn phm, gi c, phn phi, chiu th u c vai tr v tc ng nht
nh. e pht huy 1 cch ti a hiu qu ca hot ng marketing cn c s phi hp nhp
nhng, cn i cc chnh sch trn, ng thi gia chng c mi quan h h tr nhau cng
t c mc tiu chung v marketing
1.1.4.3. Quan im Marketing Mix nhn t gc 4Cs ca khch hng

4
CUSTOMER SOLUTIONS
(GkW php cho khch
hng)
4
CUSTOMER COST
(Oil pN ca
khch hng)

CONVENIENCE
(Thn tin)

COMMUNICATION (Gtao Tp)

Hnh 1.1. M hnh 4P ca McCarthy (1960) v 4C ca Robert Lautenbom
(1990)
1.1.4.4. Cc yu to nh hng ti Marketing Mix Hot ng marketing ca cc
doanh nghip trn th trng rt khc nhau, do s phi hp cc thnh t 4P trong tng tnh
hung rt khc nhau. S phi hp cc thnh t ny ph thuc vo nhng yu t sau:
4- Ngun lc v v tr ca doanh nghip trn th trng
4- Tnh cht sn phm ca doanh nghip
4- Chu k sng ca sn phm
4- Ty thuc vo c im khc th trng m doanh nghip tham gia 4- Ty thuc
vo cc yu t mi trng kinh t, x hi, chnh tr, cng ngh, cnh tranh, v.v...
Sau khi tm hiu khi qut v Marketing, ngi vit tip tc trnh by c s l lun
v hot ng chiu th trong chin lc Marketing nhm phc v cho vic phn tch hot ng
chiu th ca Pepsi chng sau.
1.2. Khi qut v hot ng chiu th
1.2.1. Khi nim chin lc chiu th
Chiu th l hot ng thc hin chc nng thng tin ca doanh nghip Chin lc
chiu th l tp hp cc hot ng thng tin gii thiu v sn phm, thng hiu, v t chc,
cc bin php kch thch tiu th nhm t c cc mc tiu truyn thng ca cng ty



8

1.2.2. Vai tr ca chiu th
1.2.2.1. i vi doanh nghip
4- L cng c cnh tranh gip doanh nghip xm nhp th trng mi hoc gi vng
th phn
4- Ci thin doanh s, iu chnh nhu cu th trng, tm kim khch hng
i Cng c truyn thng gii thiu sn phm, doanh nghip v h tr chin lc nh v
4- To s thun cho phn phi, thit lp quan h v khuyn khch trung
gian phn phi
4- Gip xy dng hnh nh tch cc ca doanh nghip i vi cc nhm
cng chng, gii quyt nhng khng hong tin tc xu, to s kin thu ht s ch
1.2.2.2. i vi ngi tiu dng
4- Cung cp thng tin cho ngi tiu dng, gip tit kim thi gian, cng
sc khi mua sm
4- Cung cp kin thc gip ngi tiu dng nng cao nhn thc v sn
phm trn th trng
4- Cung cp cc li ch kinh t cho ngi tiu dng
4- Hot ng chiu th to p lc cnh tranh buc doanh nghip ci tin
hot ng Marketing nhm tha mn tt hn nhu cu ca ngi tiu dng.
1.2.2.3. i vi x hi
4- Hot ng chiu th h tr cho cc phng tin truyn thng nng cao cht lng
v gim gi trnh pht sng cng nh a dng ha sn phm ca mnh phc v x hi tt
hon
4 To cng vic cho nhiu ngi trong lnh vc sn xut v lnh vc lin
quan nh nghin cu th trng, qung co, pr, .... To ng lc cho s cnh tranh
4- L yu t nh gi s nng ng, pht trin ca nn kinh t.
1.2.3. Chc nng ca chiu th
1.2.3.1. Chc nng thng tin
4- Gii thiu: gii thiu sn phm n vi ngi tiu dng, gip ngi tiu
dng hiu r hon v sn phm, c s phn bit r rng sn phm ny vi sn phm khc trn
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th trng, ng thi ngi tiu dng s c bo v li ch khi mua hng, trnh mua hng
gi, hng nhi.
i Thuyt phc: Chiu th gip khc su hnh nh thng hiu sn phm vo su trong
tm tr khch hng, thuyt phc khch hng s dng sn phm v tin tng uy tn ca cng
ty.
4- Nhc nh: nhc cho ngi tiu dng nh s tn ti ca sn phm trn th
trng, khc su c tnh vt tri ca sn phm, h khng th no xao lng i vi sn
phm, to mi lin kt gia sn phm v khch hng.
1.2.3.2. Chc nng kch thch
4- Khuyn khch ngi tiu dng s dng sn phm, kch thch qu trnh
quyt nh mua ca ngi tiu dng din ra nhanh hn theo chiu hng c li cho doanh
nghip
4- Nh trung gian, nh phn phi tin tng vo sn phm hn, kch thch h ng gp
cho doanh nghip nhiu hn.
1.2.3.3. Chc nng lin kt
4- Lin kt to lp mi quan h gia nh sn xut, nh phn phi, ngi tiu dng v nhm
cng chng.
1.2.4. Truyn thng Marketing tch hp (IMC)
Hip hi cc i l qung co M (4As) a ra mt nh ngha v IMC nh
Truyn thng marketing tng hp (IMC) l khi nim v s hoch nh truyn thng
marketin gnhm xc nh gi tr gia tng ca mt k hoch tng hp, nh gi vai tr chin
lc ca cc thnh phn khc nhau trong truyn thng nh: qung co, khuyn mi, giao t,
cho hng, marketing trc tip v s kt hp cc thnh phn ny to ra mt s truyn thng
r rng,nht qun, hiu qu ti a.
1.3. Cc yu t nh hng ti chin lc chiu th
1.3.1. Mi trng nh hng ti chin lc chiu th
Hot ng chiu th l mt thnh t trong marketing nn mi trng nh hng n hot
ng marketing cng nh hng n hot ng chiu th.Mitrng nh
hng gm c mi trng v m,vi m v ni vi nhng c
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th ni n gin gm c 4
mi trng c bn sau:
Kinh t : s pht trin ca nn kinh t tng hay gim th s nh hng
n nhu cu ca ngi tiu dng nhiu hay t. Neu nhu cu tng hot ng truyn
thng nn ch trng vic gi khch hng,ngc li nu gim th cc hot ng kch cu nh
khuyn mi l thch hp.
X hi : iu kin x hi ca mt nc l iu m cc doanh nghip nn
quan tm e thc hin cc hot ng PR ph hp to hnh nh tt p trong mt
ngi tiu dng.
Vn ha : mi trng ny cng nh hng nhiu n thng ip sn phm mun
gi gm. Neu thng ip c truyn ti khng ph hp vi vn ha ca mi nc th d sn
phm c tt cng kh c chp nhn.
Ni b cng ty : v vic chi ph cho hot ng truyn thng ny kh tn km nn
cng ph thuc vo iu kin hin c ca mi cng ty m c nhng hot ng truyn thng ph
hp v hiu qu.
Ngoi ra cn c nhiu moi trng nh hng khc nh i th cnh tranh, nh cung ng,
chnh tr php lut, khoa hc k thut...
1.3.2. M quan h gia chin lc chiu th v cc thnh t khc
trong Marketing Mix
Marketing mix bao gm 4 thnh t lun c s tc ng qua li v h tr ln
nhau.
- Tc ng ca CL sn phm : mt sn phm tt v c phn khc r rng s d dng hn
cho hot ng qung b sn phm. V d hot ng qung co c th xc nh i tng d dng
v a ra mt thng ip r rng hon, thu ht s ch ca khch hng.
- Tc ng ca CL gi : sn phm c gi c cao m kt hp vi khuyn mi hp n s
thu ht khch hng, nhng iu ny cng ty thuc vo cht lng sn phm.
- Tc ng ca CL phn phi : hot ng qung b trm r m sn phm phn phi
chm th cng s mt mt lng khch hng ln v cng ung chi ph b ra cho hot ng
chiu th.
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1.4 Cc cng c trong chin lc chiu th
1.4.1. Qung co
1.4.1.1. Khi nim
Qung co l s truyn thng khng trc tip ca hng ha, dch v hay t tng
m ngi ta phi tr tin nhn bit ngi qung co
1.4.1.2. Chc nng
Chc nng thng tin: thng tin v doanh nghip, c im sn phm, gi c,
cht lng, a im phn phi.
Chc nng thuyt phc: tc ng n tm l ca ngi nhn tin, lm
thay inhn thc ca h i vi sn phm, thuyt phc h i n 1 hnh ng c th
Chc nng nhc nh: i vi cc nhn hiu c uy tn, qung co nhm nhc
nh khch hng v s tn ti ca sn phm, duy tr nim tin ca h i vi nhn hiu.
1.4.1.3. Cc phng tin thng tin qung co
Bo ch, radio, truyn hnh, qung co ngoi tri, n phm gi trc tip, mng internet,
qung co trn khng, phng tin vn chuyn, vt phm qung co, ...
1.4.1.4 M hnh 5M
- Mission - mc tiu: l nhim v thng tin m qung co phi thc hin,
o To s nhn thc v nhn
o Thng tin gii thiu sn phm mi
o Thuyt phc ngi tiu dng v c im ca sn phm
o Tng doanh s - khuyn khch ngi tiu dng mua sn phm o
V.v...
- Money- ngn sch qung co: xc nh ngn sch theo:
o Kh nng ti chnh
o Phng php tnh theo phn trm doanh s ca nm trc
o Phng php cn bng cnh tranh
o Phng php theo mc tiu v cng vic thc hin
-Mcdia - phng tin qung co: chn phng tin thch hp cn xem xt cc yu t
sau:
12

o Mc tiu qung co
o Chu k sng ca sn phm
o Tnh hnh cnh tranh
o c im ca phng tin: i tng, phm vi pht hnh, chi ph phn ngn v uy tn
phng tin.
-Message - thng ip qung co: Thng ip s to ra sc thu ht cho mu qung co,
thng ip cn bo m yu cu:
o Qung co phi c tng r rng
o Phi c o, sng to.
o Nhm n khch hng mc tiu
o Ph hp vi tng c im ca mi phng tin
o Bo m tnh ngh thut, m thut trong cu trc vtrnh by
o Thng ip phi ph hp vi c im vn ha, nhngqui nh php l
ca nh nc.
-Measurement- o lng hiu qu qung co: nh gi hiu qu qung co bng cch
kho st, nghin cu th trng sau chin dch qung co bit c mc tip nhn qung
co, nhng hiu bit, n tng qua thng ip v nhng thay i v hnh vi di tc ng ca
qung co.
1.4.2. Khuyn mi
1.4.2.1. Khi nim
L tp hp cc k thut nhm to ra s khch l ngn hn, thc y khch hng hay cc
trung gian mua ngay, mua nhiu hn v mua thng xuyn hn.
.4.2.2. Khuyn mi ngi tiu dng
-Mc tiu ca khuyn mi i vi ngi tiu dng:
o Kch thch ngi tiu dng dng th v mua sn phm mi
o Kch thch tiu dng nhng sn phm ang bn
o Khuyn khch ngi tiu dng gn b trung thnh vi nhn hiu
o Bo v khch hng hin ti ca doanh nghip
o Phi hp v lm tng hiu qu ca qung co v cc hot ng
13

marketing khc
- Cc hnh thc khuyn mi:
o Tng hng mu
o Phiu gim gi
o Qu tng khi mua sn phm
o Thi tr chi: i hi ngi tham gia phi dng 1 k nng no nh
gi vi ngi khc.
o X s: l cc tr chi may ri, khng i hi k nng
o u i ngi tiu dng
1.4.2.3. Khuyn mi thng mi
- Mc tiu khuyn mi i vi h thng phn phi:
o Xy dng, m rng mng li phn phi v h tr sn phm mi
o Nng cao hnh nh sn v h tr sn phm ang tiu th
o Khuyn khch ngi bn l trng by v d tr
o Cng c v duy tr mi quan h vi cc trung gian v nhn vin bn
hng.
- Hnh thc khuyn mi:
o Hi thi bn hng
o Tr cp thng mi
o Qu tng
o Cc hnh thc khc
1.4.3. Giao t
1.4.3.1. Khi nim
L hot ng nhm xy dng mi quan h tt p vi cng chng bng vic s dng cc
phng tin truyn thng a thng tin v hot ng ca doanh nghip.
1.4.3.2. Cc hnh thc giao t
- Thng co bo ch
- Hp bo
- Ti tr
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- T chc s kin
- Vn ng hnh lang
- Dn dng sn phm, cc hnh thc khc nh thnh lp cu lc b, thit k phng tin
nhn dng ca doanh nghip, v.v...
1.4.4. Cho hng c nhn
1.4.4.1. Khi nim
L hnh thc truyn thng trc tip gia nhn vin bn hng v khch hng tim nng
nhm gii thiu v thuyt phc h quan tm hoc mua sn phm.
1.4.4.2. Nhim v ca cc nhn vin bn hng
- Tm kim khch hng tim nng
- Thng tin gii thiu sn phm
- Thuyt phc khch hng quan tm v mua sn phm
- Thc hin cc n t hng
- Thu thp thng tin v nhu cu ca khch hng v v i th cnh tranh
1.4.4.3. Yu cu v kh nng ca nhn vin bn hng
- Hiu bit v sn phm
- Hiu bit v doanh nghip
- Hiu bit v khch hng
- Hiu bit v th trng v i th
- 3S: Smile, Sincerely, Speed
1.4.4.4. Qui trnh cho bn hng
- Thm d v nh gi khch hng c trin vng
- Chun b tip cn khch hng
- Tip cn khch hng
- Gii thiu, thuyt minh mn hng
- ng x trc nhng khc t ca khch hng
- Ket thc thng v
- Kim tra, gim st
Marketing trc tip
15

1.4.5.1. Khi nim
Marketing trc tip l phng thc truyn thng trc tip m doanh nghip s dng e
tip cn khch hng mc tiu, di cc hnh thc nh th cho hng, phiu t hng, mua
hng, gi phiu gp , ... c gi trc tip ti cc i tng xc nh thng qua th tn,
phone, email, fax, ... vi mong mun nhn c s p ng tc thi.
1.4.5.2. Xu hng pht trin marketing trc tip
Ngy nay cc doanh nghip c xu hng phn b ngn sch cho hot ng marketing
trc tip nhiu hn, v:
- Doanh nghip mun thit lp mi quan h trc tip v gi khch hng hin c
- To cho khch hng cm gic c quan tm c nhn ha vic truyn thng
- Cung cp s thun tin, thng tin chi tit khi mua sm
- S bng n v pht trin cc phng tin truyn thng in t v c nhn v thit lp
c s d liu khch hng ngy cng d dng hn
- Marketing trc tip gip tng cng kh nng cnh tranh nh kt hp hiu qu vi
cc cng c khc ca chiu th
1.4.5.3. Hnh thc marketng trc tip
- Qung co p ng trc tip
- Th cho hng
- Direct mail
- Marketing trc tuyn, E - Commerce, M - Commerce
Tm tt chng 1
Trong chng 1, ngi vit h thng li l thuyt v marketing, qu trnh truyn
thng v 5 cng c trong chin lc chiu th bng cc khi nim, vai tr v ni dung ca tng
khi nim. y l c s l lun chin lc chiu th gip ngi vit c nhng kin thc r
rng bc vo chng 2 ca ti: Tng quan v ngnh gii kht Vit Nam v hot
ng chiu th ca nc gii kht Pepsi. Chng 2 cng l phn chnh ca ti v s c
ngi vit trnh by sau y.
16

Chng II Tng quan ngnh nc gii kht Vit Nam v hot
ng chiu th ca nhn hng Pepsi ca cng ty PepsiCo
2.1. Tng quan th trng nc gii kht ti Vit Nam
2.1.1. Khi qut th trng nc gii kht Vit Nam
2.1.1.1. Tnh hnh knh t Vit Nam
u nm 2007, Vit Nam gia nhp WTO, t ti nay, Vit Nam t c nhiu
thnh tu trong vic pht trin kinh t, nng cao i sng ca ngi dn, n nh vic lm, v
nhiu thnh tu trn nhiu lnh vc khc. Tuy nhin, bn cnh nhng thnh tu th vn cn
nhng bt cp m nc ta ang gp phi, nh l gi c tng cao, thiu ht v nguyn vt liu
do nh hng th gii, nn kinh t pht trin cha ng b vi c s h tng, v.v...

Qua bng trn, ta thy mc tng trng nc ta khng n nh qua cc nm, nh nm
2006 th mc tng trng l 8,2 % nhng ti 2009 th ch cn 5,32%, sau th li vt ln
6,7% trong nm 2010. Cc chuyn gia d bo nm 2011 mc tng trng GDP s l 6,1%.
Tuy mc tng trng khng n nh nhng nc ta vn l nc c nn kinh t tng trng
mnh nht trong khu vc.
Bng 2.1. Mc tng trng GDP ca Vit Nam t 2006 - 2011
Nm 2006 2007 2008 2009 2010 2011
Mc tng trng 8.2 8.4 6 5.32 6.7 6.1
GDP binh qur du ng>'i (USD)
17









20c0 2031 2001 2003 2004 2006 200 2007 2008 2000 2010
Biu 2.1.GDP bnh qun u ngi giai on 2000 - 2010 (Ngun: IMF Country Report)
Tuy nn kinh t tng trng khng n nh, nhng GDP bnh qun u ngi tng
u qua cc nm. Nm 2010, GDP bnh qun u ngi l 1160 USD, iu ny cho thy thu
nhp ca ngi dn ngy cng c nng cao.

Biu 2.2. Lm pht Vit Nam qua cc nm (Ngun: WWW. Wikipedia.org)
Nm 2010, lm pht nc ta l 11.8%. Bn cnh , theo Tng cc Thng K th tc
tng CPI thng 4/2011 l 3.32% v tnh t u nm th CPI tng 9.64%, vt qua mc
cho php.So vi thng 4/2010 th gi c hin nay tng hn 17%.
%
Vi e t na m I nf l a t i o n

r t >l
1100
'',&
n
83S
724
630
S5
492
440
402 413
J
1dOD
1203
1003
SUJ
503
403
203
1
18

Gi c tng cao s lm cho ngi dn thu hp chi tiu li v iu ny cng l bt li i
vi cc doanh nghip.
Li sut c bn nm 2007 - 2008 dao ng t 14% - 8.5%, nm 2009 l 7%, nm 2010 l
8% v hin nay l 9% nm. Vi li sut nh hin nay th li sut trn c th tng ln 14%, iu ny
s gy nhiu kh khn cho cc doanh nghip trong vic vay vn u t, m rng sn xut,...
2.1.1.2 Vn ha-x hi ngi Vit Nam
Vi tc tng trng GDP nh trn, thu nhp ngi Vit Nam ang ngy cng tng ln,
iu ny dn ti ngi dn s chi tiu nhiu hn trong vic mua sm cc th cn thit cho bn
thn.
Cng vi s hi nhp WTO, hng lot cc doanh nghip nc ngoi , ang v s u t,
m rng sn xut ti Vit Nam, iu ny th hin qua vic hng lot cc nhn hng nc ngoi
v ang tin vo th trng Vit Nam, ng trc s la chn gia 1 rng nhn hng. Ngi tiu
dng s phi cn nhc, n o, suy ngh ri la chn quyt nh mua sn phm no, khng mua
sn phm no. i i vi vic thu nhp tng th s quan tm ca ngi dn khng ch cht
lng, m cn thng hiu, bao b, cc dch v h tr, .... Tuy nhin, ngi tiu dng Vit Nam
vn cn kh nhy cm vi s thay i v gi c
Ngi tiu dng Vit Nam c phn ra nhiu nhm khc nhau theo cc yu t nhn khu,
trnh hc vn, thu nhp. y l iu m cc doanh nghip kinh doanh ti Vit Nam phi ht sc
ch .
Dn s Vit Nam tp trung sinh sng cc ng bng, y cng l th trng ch yu ca
cc doanh nghip. Hin nay, dn s Vit Nam l dn s tr - 58 triu ngi trong tui lao ng
v 60% di 30tui. y l th trng tim nng m cc doanh nghip ang nhm ti, tuy nhin, 1
iu bt li cho cc doanh nghip l lng trung thnh ca gii tr khng cao.
2.1.1.3 Chnh tr - Php lut Vit Nam
H thng php lut ngy cng c hon thin, nhiu lut nh: lut chng c quyn, lut
cnh tranh, lut s hu pht minh tr tu, lut nhng quyn, .... Ngy cng c ch trng nhm
mang li li ch cho ngi tiu dng.
Bn cnh h thng php lut, cc nhm bo v quyn li ngri tiu dng cng v ang
xut hin. Cc doanh nghip phi c trch nhim hn trong vic sn xut hoc bn dch v ca
19

mnh cho khch hng.
2.1.1.4 Mi trng cng ngh
T sau khi gia nhp WTO, Vit Nam ngy cng tip thu nhiu thnh tu cng ngh khoa
hc t cc nc bn. Nhng thnh tu cng ngh ny hin tp trung vo vic ci tin cht liu bao
b sn phm, ti u ha quy trnh sn xut, gim lng kh thi ra mi trng v chung tay ngn
chn s bin i kh hu ton cu.
Trong , ngnh nc gii kht cng c nhng tin b nh s dng chai PET d dng ti ch li
v ang nghin cu loi chai Plant Bottle nhm sn xut i tr. Chai PlantBottle c lm t
nha, 30% thnh phn t cy ma v ng tinh th, loi chai ny c th ti ch 100%, vic sn
xut loi chai ny gim 30% lng kh thi so vi sn xut chai PET t du m hin nay.
2.1.1.6. Bin ng th gii
Tnh hnh th gii hin nay kh cng thng vi nhiu vn nh: - Chin
s Trung ng: y gi du m tng ln cao
- Tranh chp ch quyn Bin ng: gy nh hng vic vn ti ng bin. i- Nen kinh t
phc hi chm sau khng hong: ng la mt gi lm cho vic nhp khu nguyn liu ca
cc doanh nghip ngy cng kh khn i- S bin i kh hu ton cu: ang t ra th thch
cho cc nh chc trch, cc doanh nghip v tng mi ngi dn, h s phi suy ngh n
tng lai s nh th no nu by gi khng ra tay gii quyt.
4 V.v...
2.1.2 Mt s cng ty nc gii kht Vit Nam
th trng nc gii kht Vit Nam th c rt nhiu cng ty nc gii kht nh Sabeco,
Tribeco, Anh o, Delta, CocaCola, PepsiCo, Thun Pht, v nhiu cng ty gii kht t tn tui
nhng in hnh th phi nhc n:
Tng cng ty bia ru nc gii kht Si Gn - Sabeco
Cng ty c phn nc gii kht Chng Dng
Cng ty c phn nc gii kht Si Gn - Tribeco
Cng ty TNHH nc gii kht Coca Cola
Sau y, ngi vit s trnh by s lc v cng ty cng nh sn phm ch lc v
ngnh ngh kinh doanh:
20

Tng cng ty bia ru gii kht Si Gn - Sabeco
Lch s pht trin:
Lch s pht trin ca Sabeco gn lin vi qu trnh pht trin mnh m v bn vng
ca thng hiu bia Si Gn, thng hiu dn u ca Vit Nam. Qu trnh pht trin ca
Sabcco c tm tt nh sau:
01/06/1977 Cng ty Ru Bia Min Nam chnh thc tip nhn v qun l Nh
my Bia Ch Ln t Hng BG v hnh thnh nn Nh my Bia Si Gn
1993 Nh my Bia Si Gn pht trin thnh Cng ty Bia Si Gn vi cc thnh
vin mi:
- Nh my Nc Si Gn
- Nh my C kh Ru Bia
- Nh my Nc khong aKai
- Cng ty Lin doanh Camaud Metalbox Si Gn sn xut lon
- Cng ty Lin doanh Thy Tinh Malaya Vit Nam sn xut chai thy tinh
2000 H thng Qun l Cht lng ca BVQI - ISO 9002:1994
2001 H thng Qun l Cht lng ca BVQI - ISO 9001:2000
2003 Thnh lp Tng cng ty Bia - Ru - NGK Si Gn SABECO trn
c s Cng ty Bia Si Sn v tip nhn cc thnh vin mi:
- Cng ty Ru Bnh Ty
- Cng ty Nc gii kht Chng Dng
- Nh my Thy tinh Ph Th
- Cng ty Thng mi Dch v Bia - Ru - NGK Si Gn
Hin nay Tng cng ty Bia - Ru - NGK Si Gn SABECO c tng cng 28 thnh
vin.
Ngnh ngh kinh doanh v sn phm ca cng ty
Tng cng ty Bia - Ru - NGK Si Gn SABECO kinh doanh trong cc lnh vc:
Bia, ru, nc gii kht, c kh, bao b, vn ti v bt ng sn. Nhng chnh bn thn ca
cng ty SABECO ch sn xut bia, cn cc lnh vc khc trc thuc cc cng ty con ca cng
ty SABECO. Do , ngi vit nhn thy bia l sn phm ch lc ca cng ty SABECO, vi
21

sn phm l bia th cng ty c 5 loi bia nh sau:
- Bia 333 Premium - khi dy am m, xng tm ng cp
- Bia 333 lon - th gii ngy cng thm a chung
- Bia Sai Gon Lager - Bia ca ngi Vit Nam
- Bia Sai Gon Export - Khng bng by, khng phi n o, khng cu k, khng cn
ph trng, ung th hiu
- Bia Sai Gon Special - Cht men ca thnh cng
Cng ty c phn nc gii kht Chng Dng
Lch s pht trin
Cng ty C phn Nc gii kht Chng Dng tin thn l nh my USINE
BELGIQUE, xy dng nm 1952 thuc tp on BGI (Php quc). Trc nm 1975, l nh
my sn xut nc gii kht ln nht min Nam Vit Nam. Nm 1977 nh my c tip
qun v tr thnh nh my quc doanh vi tn gi Nh my nc ngt Chng Dng. T
nm 1993 l cng ty nc gii kht Chng Dng. Nm 2004, Cng ty chuyn thnh Cng
ty c phn Nc gii kht Chng Dng theo Quyt nh s 242/ 2003/ Q - BCN ngy 30
thng 12 nm 2003 ca B Cng nghip, v theo Giy ng k kinh doanh s: 4103002362
do S Ke hoch v u t Tp. HCM cp ln u ngy 02/06/2004, thay i ln 1 ngy
26/12/2005.
Cng ty C phn Nc gii kht Chng Dng c t chc TUV cp chng
nhn ISO 9001: 2000 ngy 26/11/2003 v t chc Quacert cp chng nhn ISO 9001: 2000
ngy 06/12/2003
Hin cng ty l thnh vin ca tng cng ty ru - bia - nc gii kht Si Gn
Ngnh ngh kinh doanh v sn phm ca cng ty
Cng ty Chng Dng kinh doanh trong 4 ngnh ngh chnh sau:
- Sn xut, kinh doanh cc loi ung
- Sn xut, kinh doanh nguyn vt liu, bao b, thit b, cng ngh lin quan n lnh vc
ung
- Kinh doanh bt ng sn
- Kinh doanh cc ngnh ngh khc ph hp vi quy nh ca php lut
Tuy nhin, dng sn phm ch lc ca cng ty l dng nc gii kht v sau y l 1 s
22

sn phm ca cng ty:
- S x
- Cam
- Du
- Chanh
- Bc h
- Cream soda
- Soda water
- Ru nh c gaz
- Ru nh chanh ti Chu - Hi
- Nc tinh khit
Cng ty c phn nc gii kht Si Gn - Tribeco
Lch s pht trn
Cng ty c phn nc gii kht Si gn c tr s ti 12 K ng, phng 9, qun 3, Tp.
H Ch Minh, c thnh lp thng 11/1992 vi tn gi l Cng ty TNHH nc gii kht Si
gn (Tribeco) theo Giy php thnh lp s 571/GP-B do UBND Tp. H Ch Minh cp ngy
06/10/1992 v Giy chng nhn ng k kinh doanh s 054399 do Trng ti kinh t cp ngy
07/10/1992
T 01/01/2000 Tribeco l cng ty TNHH khng c vn gp ca Nh nc. Thng
02/2001 Cng ty TNHH nc gii kht Si gn (Tribeco) chuyn thnh Cng ty c phn nc
gii kht Si gn (Tribeco) theo Giy chng nhn ng k kinh doanh s 4103000297 do S K
hoch v u t cp ngy 16/02/2001.
Trong qu trnh hot ng, vn iu l ca cng ty c tng ln thnh 45.483.600.000
ng vo thng 4/2006, 75.483.600.000 ng ngy 18/09/2007 v t thng 07/2009 vn iu l
ca cng ty l 275.483.600.000 ng.
Ngnh ngh kinh doanh v sn phm ca cng ty
Cng ty Tribeco kinh doanh trong ngnh hng ch bin thc phm, nc gii kht cc
loi. Hin ti cng ty c 1 s sn phm nh sau:
- Tr xanh 100
23

- Sa u nnh Tribeco
- Tr b ao
- Nc cp tri cyTriO
- Nc p Jelly
- Nc tng lc X2
- Nc ngt c gaz Tribcco
- Nc tinh khit Watamin
Cng ty TNHH nc gii kht Coca Cola
Lch s pht trin
- 1960: Ln u tin Coca-Cola c gii thiu ti Vit Nam.
- Thng 2 nm 1994: Coca-Cola tr li Vit Nam v bt u qu trnh kinh doanh lu
di.
- Thng 8 nm 1995: Lin Doanh u tin gia Coca-Cola ng Dng v cng ty
Vinafimex c thnh lp, c tr s ti min Bc.
- Thng 9 nm 1995: Mt Lin Doanh tip theo ti min Nam mang tn Cng ty Nc
Gii Kht Coca-Cola Chng Dng cng ra i do s lin kt gia Coca-Cola v cng ty
Chng Dng ca Vit Nam.
- Thng 1 nm 1998: Thm mt lin doanh na xut hin ti min Trung - Coca- Cola
Non Nc. l quyt nh lin doanh cui cng ca Coca-Cola ng Dng ti Vit Nam,
c thc hin do s hp tc vi Cng ty Nc Gii Kht Nng.
- Thng 10 nm 1998: Chnh Ph Vit Nam cho php cc Cng ty Lin Doanh tr
thnh Cng ty 100% vn u t nc ngoi. Cc Lin Doanh ca Coca-Cola ti Vit Nam ln
lt thuc v quyn s hu hon ton ca Coca-Cola ng Dng, v s thay i ny c
thc hin trc tin bi Cng ty Coca-Cola Chng Dng - min Nam.
- Thng 3 n thng 8 nm 1999: Lin doanh ti Nng v H Ni cng
chuyn sang hnh thc s hu tng t.
24

Qy hoch ng.inh (T nng <n 11.1111 2025 (triu lt
13000
7500
6500

4700 4400
:2 l
------ 1 2200
540 680 70
1


l.m 2010 nm 2015 nm 2020 lm 2025
Riru Bi. IIII'CKC (ji.ii kh.it
- Thng 6 nm 2001: Do s cho php ca Chnh ph Vit Nam, ba Cng ty Nc Gii
Kht Coca-Cola ti ba min hp nht thnh mt v c chung s qun l ca Coca-Cola Vit
Nam, t tr s ti Qun Th c - Thnh Ph H Ch Minh.
- T ngy 1 thng 3 nm 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.
Ngnh ngh kinh doanh v sn phm ca cng ty Cng ty Coca - Cola kinh doanh trong
ngnh hng nc gii kht v 1 s sn phm ca cng ty l: Coca-Cola c in (classic), Coke t
gas (diet Coke), sprite, Fanta, Coke hng Vani (Vannilla Coke), Coke hng anh o (Cherry
Coke), Barq, Mello Yello, nc sui Dasani, v c mt dng sda Minute Maid, nc tri cy
ti, v nc tri cy ng hp.
2.1.3 Xu hng ca th trng nc gii kht Vit Nam
Khi nhc n nc gii kht l chng ta lin nh n cc i gia trong ngnh
nh CocaCola, Pepsi, Chng Dng, Tribeco, ............... vi nhng sn phm nc c gas
v chim th phn cao trong ngnh gii
kht.
14000 12000 10000 8000 600
4000 2000 0
Biu 2.3. Quy hoch ngnh ung n nm
2025 (triu lt)
{Ngun: Su tm)
Biu cng cho thy tim nng ca
th trng nc gii kht t nay ti nm
2025. Tuy nghin, trong nc gii kht th li chia thnh nc gii kht c gas v nc gii kht
khng c gas, v theo kt qu iu tra th trng nm 2004 do Cng ty c phn nc gii kht
Tribeco t hng mt cng ty nghin cu th trng thc hin, th
25

trng nc gii kht khng gas tng 10% / nm trong khi sn lng nc ngt c gas tip tc
st gim 5%. Vy th xu hng hin nay trong th trng nc gii kht l g ?
Chng ta s xem xt xu hng ny thay i nh th no theo 2 gc , 1 l s la chn
ca ngi tiu dng gia cc thc ung, 2 l s thay i trong c cu sn phm ca cc doanh
nghip nc gii kht:
La chn ca ngi tiu ding
Theo nhn xt ca ng Nguyn Ngc Ha, Ph Tng Gim c Saigon Coop cho bit,
thng k trong h thng 13 siu th Coop Mart cho thy trong 10 ngi chn mua nc gii
kht hin nay th c 6 ngi mua cc loi nc khng gas, c th l sa ti, nc tri cy,
nc khong. T l ny c khc so vi 3 nm trc, khi c n 7/10 ngi chn mua nc
ngt c gas.
Cn b Dng Th Qunh Trang- Gim c i ngoi v quan h cng chng BigC
Vit Nam cho bit: Sn phm nc gii kht khng c gas c bn rt chy ti BigC. Doanh
s trong thng 4 v thng 5/2010 ca siu th ny tng nhiu gp i so vi trc .
S thay i trong c cu sn phm
u tin l doanh nghip Bidrico, doanh nghip u t thm cho mt phn xng
bao b nha, to nn dy chuyn khp kn nhm bo m v sinh an ton thc phm. Tip n
l vic u t 3 dy chuyn ca Nht sn xut nc ngt c gas, nc ng chai, tr xanh
vi kinh ph trn 2 triu USD. Trong 2010 ny, cng ty vn tip tc tung ra th trng nhiu
sn phm mi b dng vi cht lng n nh nhm thu ht mi tng lp ngi tiu dng
nh Tr Tho dc Tam Thanh, nc p tri cy Anuta, rau cu tri cy Bidrico
Pha Coca Cola cho ra i sn phm nc cam p Minute Maid Teppy vi hng v
cam thm ngon cng cc tcp cam t- nhin mng nc, trn y nng lng cho gii tr nng
ng. c bit hn, ngoi vic Minute Maid Teppy c ng chai thy tinh truyn thng, th
n cn c ng chai nha PET c o v tin dng mang n mt phong cch di ng hin
i cho gii tr Vit Nam.
Highlands Coffee cng va ra mt b ba sn phm nc tri cy kt hp xay mi - Ice
Blended Juice. Sn phm khng nhng cung cp nhiu dng cht m cn c tc dng thanh nhit,
rt thch hp cho ma h.
26

Hin ti Tribeco c 54 chng loi sn phm, trong c n 32 loi l nc gii kht
khng gas thuc dng thc ung dinh dng giu vitamin v khong cht.
Sn phm nc ung khng gas ca Tribeco tng bnh qun t 19 n 22% tii theo chng loi,
trong nc p Cam c rt TriO c sn lng tng ti 8,5 ln, sa u nnh Canxi Somilk bch
v hp giy tng hn 2,3 ln, nc tinh khit Tri tng hn 75% so vi nm 2003.
Uni-Presidcnt a ra th trng 3 loi sn phm nc gii kht khng gas l nc rau
qu tri cy hn hp, nc chanh dy - c rt, nc da ti.
4 Qua 2 cch tip cn trn, ngi vit nhn thy xu hng tiu dng nc gii kht
thay i theo chiu ngi tiu dng s dng nhiu loi nc khng c gas, c thnh phn t
thin nhin nhiu hn, gii kht v m bo cho sc khe.
2.1.4. Cc yu t nh hng cung, cu ngnh nc gii kht
2.1.4.1. Cc yu t nh hng cung ca ngnh
- Nguyn vt liu:
Nguyn liu u vo ca ngnh kinh doanh nc gii kht ch yu l nhng hng ha
thng thng nh nc, ng, bao b cho sn phm l chai thu tinh, hp giy hay lon (bng
nhm hoc thic), khng phi l nhng nguyn liu c chng. im khc bit to ra li th
cnh tranh ca mi cng ty nm ngun nguyn liu to ra hng v ring cho tng sn phm.
Cng ty cn phi c mng li marketing vi nh cung cp nguyn liu lu di, m bo v xy
dng mi quan h tt vi nh cung cp.
- Cng ngh:
Cng ngh sn xut nc gii kht khng qu phc tp, s thay i cng ngh khng din
ra thng xuyn nh mt s ngnh khc, do vy cc cng ty trong ngnh khng gp phi kh khn
nhiu trong vic xy dng dy chuyn sn xut, tuy nhin cn phi c s vn tng i ln khi
tham gia vo ngnh. im quan trng y l cng thc pha ch ca cc sn phm. Mt ln na,
cc cng ty ln v nhiu kinh nghim li c th mnh hn do c s vn ln, cc cng thc pha ch
c nghin cu qua nhiu nm.
Hin nay, vn bo v mi trng ng t ra ngy cng cp thit i vi tt c cc
ngnh sn xut trn ton cu, i hi cc cng ty phi u tu
-
cng ngh, to ra nhng sn phm
ph hp vi th trng, mt khc m bo cc yu cu v bo v mi trng, v vy cc cng ty c
27

ngun vn ln s c u th hn.
- c im ca yu t sn xut
- Cc nguyn tc kinh doanh
- Thi ca doanh nghip
- Khun kh php l:
Trong nhng nm gn y cc chnh sch ca nh nc tr nn thng thong hn i vi
cc hot ng sn xut kinh doanh, to ra cc hnh lang php l thu ht vn, khuyn khch
u t cho cc ngnh sn xut, to iu kin cho cc doanh nghip pht trin, to ra mt mi
trng kinh doanh rt thun li cho cc nh sn xut kinh doanh, trong c ngnh kinh doanh
nc gii kht.
Vic tham gia vo AFTA ca Vit Nam to ra nhiu c hi cng nh thch thc cho tt c
cc doanh nghip, nh : vic nhp cc nguyn liu u vo phc v cho sn xut c th s d dng
hn nhng cc sn phm trong nc s c thm nhng i th cnh tranh mi t cc nc cng
tham gia AFTA
2.1.4.2. Cc yu t nh hung cu ca ngnh
- Mc co dn ca cu v gi:
Gi c c s nh hng nht nh ti cu sn phm nc ngt, nhng nhn chung s nh
hng l khng ng k v nc gii kht l loi hng ho tiu dng thng thng, mt khc
gi ca mt sn phm thng khng cao.
Tuy nhin ti mt th trng m phn ln ngi mua cn c mc thu nhp trung bnh nh
Vit Nam th gi c cng tr thnh mt cng c cnh tranh hu hiu.
Xu hng trong tng lai, gi c s ngy cng t nh hng ti cu hn, v mc sng sung
tc ca x hi ngy cng tng, theo nhu cu mong mun ca khch hng s hng nhiu hon
vo cht lng sn phm dch v, i vi ngnh kinh doanh nc gii kht th l s thch v
hng v hay phong cch tiu dng...
- S tn ti cc sn phm thay th:
Trong ngnh kinh doanh ncgii kht, s cnh tranh din ra quyt lit do c rt nhiu cc
i th cnh tranh. Mt sn phm phi thng xuyn i mt vi rt nhiu sn phm thay th khc.
Khch hng c nhiu c hi la chn v nhng sn phm li thng khng c s khc bit ln,
28

khch hng c th d dng chuyn t sn phm ny sang sn phm khc, do vy cc cng ty phi
lun c gng n lc khng ngng.
S lng sn phm thay th trn th trng nc gii kht s ngy cng gia tng, do s
e da i vi cc sn phm hin c cng theo tng ln. Tuy nhin xu hng tiu dng li
hng vo nhng s thch ring, hay phong cch ring, c bit l gii tr - khch hng ch yu
ca cc sn phm nc gii kht. H c th tiu dng sn phm khng ch v cht lng hay gi c
sn phm, n cn c the l s th hin c tnh ring ca mi ngi. iu va l c hi, va c
th l ri ro cho cc cng ty trong nc.
- Mc tng trng:
Ti th trng Vit Nam, cu v nc gii kht c xu hng tip tc gia tng do s lng
tr em v thanh nin ngy cng tng, mt khc i sng ca ngi dn kham kh hn, ngi ta
khng ch ch trng n nhng thc phm thit yu hng ngy nh cm, go...,nhu cu v nc
gii kht cng tng ln.
- Phng php mua sm:
Hnh vi mua nc gii kht c th xp vo dng hnh vi mua sm thng thng v/hoc
hnh vi mua sm tm kim s a dng, v qu trnh mua ca mt khch hng thng din ra nhanh
chng, i khi ch cn nhn ra nhu cu v i ti quyt nh mua mt sn phm c th.
Cc cng ty lun phi i mt vi s tht thng ca khch hng, tuy nhin iu li
tr thnh c hi tm kim nhng khch hng mi, ph thuc vo nng lc ca cng ty.
- Tnh chu k v thi v:
iu ny c th hin kh r trong ngnh kinh doanh nc gii kht, cu v nc gii
kht tng ln vo ma nng hay nhng dp l hi v gim mnh vo ma
lnh (c bit min Bc, VN). Trong khi vo ma nng, cng ty phi c gng p ng lng
cu khng l th vo ma lnh, h li phi au u ngh cch thu ht khch hng. gnh.
Nhng cng ty to dng c hnh nh ring cho mnh s l cng ty chin thng.
2.2. Tng quan v cng ty PepsiCoVit Nam
2.2.1. Lch s v pht trin tp on PepsiCo v PepsiCo Vit Nam
Tp on PepsiCo ton cu
1898 - Caleb Bradham mua quyn sng ch cho thng hiu PepCola v t tn li l
29

PepsiCola.
1902 - Thng hiu PepsiCola c ng k.
1934 - Doanh s ca PepsiCola tng vt ti M.
1941 - Thm nhp chu u.
1947 - M rng sang Phillipines v Trung ng.
1964 - Diet Pepsi - nc gii kht dnh cho ngi n king u tin trn th
trng.
1998 - PepsiCo hon tt vic mua li Tropicana vi tr gi $ 3.3 t Hin
nay PepsiCo l:
Cng ty nc gii kht v thc phm hng u th gii
Cng ty hot ng trn gn 200 quc gia vi hn 185,000 nhn vin trn ton
Cng ty c doanh s hng nm 39 t la
Cng ty nc gii kht v thc phm pht trin nhanh nht th gii
Cng ty bao gm PepsiCo Americas Foods (PAF), PepsiCo Americas
Beverages (PAB) v PepsiCo International (PI)
PepsiCo l cng ty ton cu, kinh doanh nc gii kht v thc phm hot ng
kinh doanh trn 100 nm nay.
PepsiCo cung cp nhng sn phm p ng nhu cu v s thch a dng ca ngi
tiu dng, t nhng sn phm mang ti s vui nhn, nng ng cho n nhng sn phm c
li cho sc khe v li sng lnh mnh.
S mnh PepsiCo ra l: Tr thnh cng ty hng u v sn xut hng tiu dmg,
tp trung ch yu vo thc phm tin dng v nc gii kht. Chng ti khng ngng tm kim
v to ra cc hiu qu ti chnh nh mnh cho cc nh u t, to c hi pht trin v em
li nhiu li ch kinh t cho nhn vin, cc i tc kinh doanh v cng ng ni chng ti hot
ng. Chng ti lun phn u hot ng trn c s trung thc, cng bng v chnh trc trong
mi hnh ng ca mnh.
Tp on PepsiCo Vit Nam
24/12/1991 - Cng ty Nc gii kht Quc t (IBC) c thnh lp do lin doanh
gia SP.Co v Marcondray-Singapore vi t l vn gp 50% - 50%.
30

1994 - M b cm vn vi Vit Nam.
PCI c thnh lp vi 2 nhn hiu: Pepsi v 7Up.
Lin doanh vi s vn gp ca PI l 30%.
1998 - PI mua 97% c phn, SPCo 3%, tng vn u t ln 110 triu la.
2003 - PepsiCola Global Investment mua 3% cn li, i tn thnh Cng ty Nc
gii kht Quc t PepsiCo Vit Nam. C thm cc nhn hiu: Aquafma, Sting, Twister,
Lipton Ice Tea.
2005 - Chnh thc tr thnh cng ty c th phn v nc gii kht ln nht Vit
Nam.
2006 - Tung ra sn phm Foods u tin (Snack Poca)
2007 - Pht trin thm ngnh hng sa u nnh.
2008 - Khnh thnh nh my sn xut thc phm ng gi ti Bnh Dng. Tung
sn phm Snack Poca Khoai Ty Cao cp, c ch bin ct lt t nhng c khoai ty ti
nguyn cht c trng ti Lm ng
Thng tin cng ty PepsiCo Vit Nam
1. S giy phcp: 291/GP
2. Ngy cp: 24/12/1991
3. Tn d n: Cng ty Pepsi Vietnam
4. Tn i tc nc ngoi: International Baverages company (IBC), H Lan
5. Hnh thc u t: 100% vn nc ngoi
6. Tng vn u t: 130.000.000 USD
7. Vn php nh: 90.000.000 USD
8. Mc tiu: Sn xut cc loi nc gii kht v thc phm ng gi
9. a ch tr s chnh: Lu 5 Cao c Sheraton, s 88 ng Khi, l, TP.
HCM
10. Phone: 08-8219437; Fax: 08-8219436
11. Vn u t thc hin: 85.000.000 USD
12. Doanh thu nm 2002: 31.352.266 USD
13. Np ngn sch nh nc nm 2002: 1.666.128 USD
31

14. S lao ng: 1.826 ngi
2.2.2. S lc cc dng sn phm ca PepsiCo Vit Nam
PepsiCo kinh doanh th trng Vit Nam vi cc 2 dng sn phm chnh: nc
gii kht v thc phm.
Nc gii kht: Pepsi Cola, Pepsi Diet, Twister, Everest, Aquafina, Sting
Snack: Snack Poca,...
Trong , Pepsi Cola l thc ung c gas, Pepsi Diet l nc gii kht c gas ginh
cho ngi n king, Twister l nc cam p vi hng v cam t' nhin. Bn cnh cc thc
ung c gas th cn c nc khong Aquafina, c coi l i th cnh tranh trc tip Lavie,
....
Ngoi ngnh hng nc gii kht, PepsiCo Vit Nam cn m rng th trng sang
ngnh thc phm vi s hp tc chui ca hng thc n nhanh KFC v sn xut bnh snack
Poca.
Trong nhiu loi sn phm nh vy th sn phm Pepsi Cola l dng sn phm ch
lc ca cng ty, c mi ngi tiu dng trn th gii bit ti.
Trn th gii, Pepsi Cola ch ng sau Coca Cola v th phn, cn Vit Nam th
Pepsi Cola c phn nhnh hon Coca Cola, iu ny cho thy Pepsi c nhng chin lc c
bit hn Coca Cola nhm vo cc th trng ring bit ginh ly th phn, c th ni Pepsi
Cola l Market Leader.
2.2.3. Mc tiu v ngun lc ca cng ty PepsiCo Vit Nam
Mc tiu
Tr thnh cng ty hng u v sn xut hng tiu dng, tp trung ch yu vo thc
phm tin dng v nc gii kht, khng ngng tm kim v to ra cc hiu qu ti chnh
lnh mnh cho cc nh u t, to c hi pht trin v em li nhiu li ch kinh t cho nhn
vin, cc i tc kinh doanh v cng ng ni chng ti hot ng. Chng ti lun phn u
hot ng trn c s trung thc, cng bng v chnh trc trong mi hnh ng ca mnh
Hin nay mc tiu ca Pepsico Vit Nam l a dng ha sn phm v a dng ha th
trng, theo ng chnh sch ca cng ty m.
> Ngun lc
32

Pepsico l hng sn xut nc ngt ln th 2 trn th gii vi ngun lc ti chnh vng
mnh. Thng bo li nhun ca hang trong qu 2 nm 2009 l 1.19 t USD, tng ln t mc 1.06
t USD nm ngoi.
Pepsico Vit Nam c th phn ln nht trong lnh vc nc gii kht, vi cc nh my
sn xut ln, dy chuyn hin i.
Pepsi lun c nhng sng kin mi to ra nhng sn phm mi p ng nhu
cu ngy cng a dng ca ngi tiu dng.
Pepsi s hu i ng nhn vin c nng lc, lm vic hiu qu. H thng phn phi
v bn hng rng khp ton quc.
2.3. Phn tch hot ng chiu th ca nc gii kht Peps ' Tp.HCM
2.3.1. Gii thiu v nhn hng nc gii kht Pepsi
Nc gii kht Pepsi l 1 nhn hng nc gii kht trong hnglot cc loi
nc gii kht c gas v khng c gas ca PepsiCo.
Nm 1886, Bradham khng th hiu c mc thnh cng ca Pepsi trong tng lai
khi m ng pha ch ra mt loi nc ung d tiu lm t nc cacbonat, ng, vani v mt
cht du n. N c bn trong khu vc di tn Nc ung ca Brad nhng nm 1893
Bradham i sang mt ci tn mi Pepsi-Cola, nghe th v, kho khon, mnh m hon v
chun b a ra bn mt cch rng ri hn.
Nm 1886, Bradham khng th hiu c mc thnh cng ca Pepsi trong tng
lai khi m ng pha ch ra mt loi nc ung d tiu lm t nc cacbonat, ng, vani v mt
cht du n. N c bn trong khu vc di tn Nc ung ca Brad nhng nm 1893
Bradham i sang mt ci tn mi Pepsi-Cola, nghe th v, kho khon, mnh m hon v chun
b a ra bn mt cch rng ri hon.
1994, M b cm vn Vit Nam, Pepsi c ra i cng vi nhn hiu 7 Up ti Vit Nam.
V c kinh doanh cho ti ngy nay
en nay, Pepsi tht s rt ni ting Vit Nam ni chung v trong lng gii tr ni
ring, v ngi vit mong rng Pepsi s ngy cng t c cht lng cao hn v c nhiu dch
v h tr hn cho ngi tiu dng.
33

2.3.2. Mc tiu chiu th ca nc gii kht Pepsi
Cng c hnh nh tt p v 1 loi nc gii kht c gas trn th trng v
trong lng ngi tiu dng
Nm c cc kin phn hi ca khch hng v dng sn phm Pepsi
Nhc nh ngi tiu dng nh n Pepsi v to ra hnh vi mua cho khch hng
Cung cp thng tin cho ngi tiu dng v cc hot ng hin c ca Pepsi.
2.3.3. Hot ng chiu th ca nc gii kht Pepsi Tp.HCM
2.3.3.1. Qung co
Qung co l chng trnh truyn thng hiu qu khi n c a n cho tt c khch
hng, khi 1 sn phm mi tung ra th trng th Pepsi thc hin cc t qung co rm r trn
truyn hnh, bo ch v cc panel c dng trn cc ng ph v cc a im ca cc nh
phn phi, bn s, l. Vi mc tiu to ra s c mt trn th trng, to dng hnh nh tt p v
nhc nh ngi tiu dng
Nhng slogan c to ra vi logo cho sn phm, c cc nh marketing ca Pepsi gi
n ngi tiu dng nhng thng ip mang im khc bit vi i th cnh tranh, c bit l
Coca Cola.
34

Nm 2010
Hnh 2.1. Poster qung co Pepsi
ma WorldCup 2010.
Nm 2010, mc d
khng l mt nh ti tr chnh
thc ca Fifa Worldcup 2010,
Pepsi pht hnh mt Chu phi
theo ch bng ca
mnh qung co cho nc gii
kht ca mnh.Qung co
c s gp mt ca cc ngi sao
bng nh Lionel Messi,
Thierry Henry, Ricardo Kaka,
Frank Lampard, Andrei
Arshavin v Didier Drogba.
Thng ip m qung co mang
li l Say bo bng , qu Pepsi i!. Qung co c pht sng vo ngy 27 thng 2 nm
2010 trn knh YouTube PepsiFootball.
Vit Nam th Pepsi c qung co vi hnh nh chng trai tr nhy tng tng trn chn
nhy v cc ngi bn khc, h cng m chai Pepsi th mi th xung quanh u ng thnh bng,
iu ny cho thy nc gii kht Pepsi mang li cho ngi ung 1 cm gic mt lnh l thng v
v cng nng ng. Qua qung co cng thy khch hng mc tiu l cc bn tr nng ng, t tin
v d thng.
35


Hnh 2.2. Poster chin dch qu Pepsi i
Cui nm 2010, Pepsi tung ra chin dch qu Pepsi i vi TVC qung co sc
tr, Tha am m, TVC di 2 pht 30 giy vi s gp mt ca Kasim Hong V, Kim JoJo,
inh Mnh Ninh, T Quang Thng, H Anh Tun. V chin dch vn c tip tc cho ti ngy
hm nay.
Sau khi tung ra chin dch qu Pepsi oi 1 thng, Pepsi t c nhng con
s n tng:
1.940.000 kt qu c tm thy trong 0.2 giy ti trang tm kim Google khi g t kha
SC TR, THA AM M.
33.215 bn tr trn khp c nc chnh thc ghi danh lm thnh vin ca Hi Nhng
Ngi Thch cng Pepsi v a tro lun sng ln ngi. Mi bn tr mt c tnh, mt
cm xc v quan im sng rt ring nhng cng u th hin mt l tng chung, l tinh thn
sng tng khonh khc, dm ngh dm lm v theo ui n tn cng vi am m.
Hon 4.000 chm ngn sng c chia s trn www.pepsiworld.com.vn ch trong
vng 1 thng chng t sc ht ca Hi Nhng Ngi Thch cng Pepsi. V kt qu l 15
chm ngn nht, c tnh nht, sng to nht c chn v a vo bi ht sc
TR, THA AM M. Chnh iu ny to nn mt bi ht ring rt c trng ca th h tr.

Poster Pepsi Music S0x70cm
36

4.892 lt nghe l kt qu nhn c ch sau 24 gi' khi ip khc ca bi ht SC
TR, THA AM M xut hin trn cc mng chia s m nhc hng u Vit Nam. Si ng
v ht sc n tng l kin chung ca cc bn tr khi nghe qu, qu bn i!.
1 triu lt truy cp vo trang wcb www.pepsiworld.com.vn v Facebook ca ca s inh
Mnh Ninh sut 2 thng qua chng t sc ht cung nhit ca sc TR, THA AM
M v sn chi CUNG NHIT M NHC - QU PEPSI I.
2.3.3.2. Khuyn mi
Vo nhng dp l tt, nhng gii bng ln trong v ngoi nc, vo ngy sinh nht
cng ty, v.v... th Pepsi c nhng t khuyn mi ln vi nhng gii thng rt c gi tr. Nhng
hnh thc bc thm trng thng, bt np trng thng hay phiu ng k , ... l cc hnh thc
Pepsi thng p dng. Cc gii thng th v cng hp dn nh: Balo, chuyn du lch, xe my,
t, ... trong tng chng trnh khuyn mi.
Nm 2008, sau s thnh cng ca i hi Ma ln quc t TP.HCM 2008, Pepsi tung
ra 1 chng trnh khuyn mi Tng Long, Trao Ln, Biu Quy V Gi Phng.

Hnh 2.3. Poster qung co Tt 2008 Trong chng trnh ny, khi
qu khch mua 1 thng 24 lon s c tng thm 4 lon (thnh 28 lon), c in hnh Long, Ln, Quy,
Phng nh 1 li u xun Pcpsi xin gi n cc khch hng ca mnh.

37

Cc gii thng: nh trong poster
nh km.
Trong
Tng Long - chc cng thnh danh toi
Trao Ln - may mn vn iu
Bin uy - c thin nin mnh khe
Gi Phng - cu h phc song hnh
Cng trong nm 2008, Pepsi tung ra chng trnh khuyn mi Tha sc nghe nhc cng
Pepsi v KFC
Tn chng trnh :
" THA SC NGHE NHC CNG PEPSI & KFC"
Thi gian: 30/10- 30/11/2008
Phm vi : 5 6 KFC stores in HCM, HN, Dong Nai, Vung Tau,
Can Tho, Hue, Hai Phong Cch thc tham gia chng trnh:
Khi mua mt phn n combo c di ly Pepsi va thnh ly Pepsi ln, s c nhn
ngay mt phiu co may mn vi c hi trng ngay mt gii thng cc k snh
iu c th m chim trong m nhc.
Hnh 2.4. Poster qung co khuyn mi Tha sc nghe
nhc cng Pepsi v KFC
Tn Chng Trnh: THO sc NGHE NHC
CNG PEPSI & KFC
Thi gian: 30/10-30/11/2008
Phm vi: 56 KFC stores in H Ch Minh, H Ni, ng Nai,Vng Tu, Hu, Hi Phng,
Cn Th
Cch thc tham gia chng trnh: Khi mua mt phn n combo c i ly Pepsi va thnh
ly Pepsi ln, s c nhn ngay mt phiu co may mn vi c hi trng ngay mt gii thng v
cng snh iu c th m chm trong m nhc.
Cc giai thng: Dn m thanh LG T903TA, in thoi di ng Sony Ericsson W580i,
my nghe nhc mp3 Samsung, b loa Microlab M590 4.1, 1 CD ca ca s Kasim Hong V hoc
Tc Tin, 1 lon Pepsi hoc 1 lon Twitter.
38

Nm 2009 v 2010, nn kinh t th gii v Vit Nam khng hong, nn Pepsi cng t
a ra cc chng trnh khuyn mi, ch c cc chng trnh trong cc dp l nh Tt,
Nm 2011, vi hng lot gii thng hp dn trong chin dch Ung cc , Sng
khoi cuc sng. qu, Pepsi i ! thu ht thm nhiu gii tr tham gia vo chng
trnh.
Trong chin dch Ung cc , Sng khoi cuc sng c 2 chng trnh l Trng
cc vui v Ht cc vui.

Hnh 2.5. Chng trnh khuyn mi Ung cc , trng cc vui v Ung cc ,
ht cc vui
Chng trnh Trng cc vui, cc gii thng nh l: tai nghe,
album Kasim, album H Anh Tun, loa di ng, micro, v hng lot cc gii thng
hp dn khc.
Chng trnh Ht cc vui th gii thng cng honh trng khng
km, l:
3 mp3 Samsung U5 dnh cho 3 bnh lun vin tch cc nht Vi hnh
thc tham gia c nhn l 6 my quay HD c ng Sony
Bloggie.
Cn tham gia nhm l 6 gii vi mi gii l 10 triu ng tin mt C th thy, vi mi chin
dch th Pepsi u chi mnh tay cho cc cng c ca chiu th vi mc ch li ko s ch
ca nhm gii tr hin nay v tng lai. Bn

39


Hnh 2.6. Hnh nh ngy hi vic lm Bch Khoa m rng 10/2008
cnh , ta cng thy kh nng lo li ca Pepsi Vit Nam qua cn khng hong kinh
2.3.3.3. Giao t
im ny th Pepsi Vit Nam lun thc hin tt, cng ty thng xuyn ti tr cho
cc hot ng vn ha th thao v ca nhc. Nhng ln t chc Seagame, hay cc hot ng
chuyn trong cc gii u ti TP.HCM ... th cng ty u c ti tr qung bhnh nh ca
cng ty n vi cng chng. c bit cng ty cn thc hin vic t chc sn khu m nhc
ring cho mnh ngay trn din n ca cng ty.
Nm 2003, Pepsi i cng Kinh trong vic ti tr V - Leagiie, nhng ti 2004, ch
cn li Kinh - V - League
Nm 2008 l nm Pepsi tung ra nhiu hot ng giao t nht.
Ngy hi vic lm Bch Khoa M rng: vi mc ch gip cho cc bn sinh vin
hiu
c cng vic v mc ch trong PepsiCo
Hin mu nhn o 4: y l chng trnh mang ngha x hi, chung tay gip
40

nhng ngi thiu mu
41

Hc bng Vn ln tm cao dnh cho 100 sinh vin vt kh, hc gii ti
TP.HCM
Gii bng chuyn sinh vin TPHCM m' rng: to sn chi lnh mnh, rn luyn
thn th trong hc ng cho cc sinh vin.

Hinh 2.6. Gii bng chuyn sinh vin m rng TPHCM Nm 2009 v 2010,
tuy Pepsi gp kh khn v ti chnh do nn kinh t i xung, nhng Pepsi vn chi ra 1 phn
doanh thu thc hin cc cng c trong chiu th nhm gi chn khch hng. Trong nm
2009 th c chong trnh Pepsi Global Talent Show 2009 - l 1 d n m nhc nhm lin
kt cc bn tr li vi nhau xy dng 1 th gii p hn.

42

Nm 2011, th tip tc chng trnh Vui Xun sng khoi
Hnh 2.7. Poster Vui Xun Sng Khoi Tt 2011
Vi mc ch nhc nh ngi tiu dng nh v nhn hng Pepsi v tc ng n hnh
vi ca ngi tiu dng.
V hin ti, Pepsi ang c chng trnh qung co cho chin dch Ung Cc ,
Sng Khoi Cuc sng. Qu, Pepsi i ! c thc hin bi nhn hng Pepsi thuc cng
ty PepsiCo Vit Nam Mc ch ca chong trnh: to ra 1 sn chi gii tr cho gii tr Vit
Nam thng qua cc tr chi trng th ng ho hng v sn chi m nhc gii tr t do th
hin am m ca ht.
Thi gian thc hin: 9 tun (t 15/3/2011 n 15/5/2011) cng khong thi
gian CocaCola tung ra chin dch Np hng khi, Phiu m nhc
i tng tham d: mi c nhn c quc tch Vit Nam, c tr trn lnh th
Vit Nam
Vi chin dch trn, Pepsi mi nhng ca s ang ni ting trong gii tr l: Kasim
Hong V, Kim, inh Mnh Ninh, T Quang Thng, H Anh Tun c mt trong clip
qung co sc tr Tha am m.
Chin dch ny to ra 1 hiu ng lan ta trong gii tr khi to ra 1 sn chi p ng
nhu cu th hin bn thn, t do ca ht. Vi hn 111.000 lt truy cp trn zing v hon 6000
lt truy cp trn Youtube vo clip qung co ca Pepsi d phn no th hin s thnh cng
ca Pepsi vi chin dch ny.
43

Vi nhng chin dch trn v cn nhiu chin dch khc na, nh l: Ngy hi bng ,
Ung Pepsi l ng h i tuyn quc gia Vit Nam vn ra u trng
quc t, Khuy ng m nhc, kt ni am m, ............. Pepsi u mun gi gm nhng
thng ip ti cho khch hng. Vi phng chm Chng ta khng th l 1 cng ty thnh
cng nu chng ta khng phi l 1 doanh nghip thnh vin tt ca cng ng, Pepsi lun
i u trong vic ng gp v h tr x hi.
Bn cnh, cng c rt nhiu hot ng t' thin, hot ng cng ng nh Gii gold hu
ngh t thin Pepsi, Ngy hi ca s, ti tr cho cc cuc thi ti nng tr nh Dynamic,
ng ti thnh cng, cc cng chng trnh hc bng dnh co sinh vin vt kh, ... Cng
chnh l li cam kt cng hin sc tr cho cng ng Pcpsi Vit Nam
2.3.3.4. Cho hng c nhn
Cho hng c nhn l hot ng m cng ty mun gii thiu v thuyt phc khch hng
quan tm mua sn phm.
Nhng hot ng ny thng c cc cng ty trong lnh vc thc phm, m phm hay
cng ngh s dng cn nhng cng ty v nc gii kht th t thy c t chc nhng hot ng
ny.
Mc d PepsiCo l 1 cng ty lu i trn th gii ln Vit Nam, nhng cho hng c
nhn c nhng li ch m nhng cng c truyn thng khc khng c c, nh l: tip cn
ng khch hng mc tiu, hiu c nhng cm ngh, suy ngh c
th, chi tit ca khc hng, ............ Tuy nhin cng ty vn cha ch trng n hot ng
ny nn hin nay vn cha thy xut hin trn th trng
2.3.3.5 Marketing trc tip
Mc tiu ca marketing trc tip l cung cp cho khch hng nhng thng tin v sn phm
c th p ng nhu cu v c mun ca h v to ra cc hng ng tch cc tc th ca khch
hng.
ng t pha cc doanh nghip, marketing trc tip l mt phng php hiu qu tip
cn th trng v khuch trng danh ting. N gip tit kim phn ln cc chi ph pht sinh
trc, trong v sau khi bn (so vi cc dng thc marketing truyn thng). Marketing trc tip cn
gip doanh nghip s dng mt cch c hiu qu cc ngun lc trong trng hp doanh nghip c
44

quy m nh, c bit khi hng ti cc on th trng ri rc vi nhu cu c trng.
Marketing trc tip khc vi cc hot ng khuch trng khc ch n tm kim cc n
t hng thc cho tng mn hng v thu thp thng tin mt cch nhanh chng nht trong khi cc
hot ng khuch trng truyn thng tp trung vo vic tm cch thay i thi v xy dng
lng trung thnh ca khch hng qua vic tm cch li cun v ch ng- tnh cm cu khch hng.
Marketing trc tip tp trung vo vic thc y khch hng t hng qua cc knh trc tip
nh t hng qua th, qua in thoi, qua n hng internet m khng cn thng qua cc trung
gian phn phi.
Vi thi i pht trin v cng ngh thng tin nh hin nay gip ch rt nhiu cho hot
ng marketing trc tip. i vi sn phm Pepsi, vn cha c trang web ring dnh cho vic
marketing trc tip. i vi nhng sn phm nc gii kht do c im ca n l dng khi thy
kht v c th thay i loi khc nu thch, nn vic marketing trc tip cho sn phm cha c
ch trng nhiu.
2.4.3. S vn dng cc chin lc khc h tr chin lc chiu th
e c mt chin lc marketing hiu qu th doanh nghip phi bit phi hp cc hot
ng Marketing - mix mt cch hon thin. i vi Pepsi, s thnh cng ca chin lc chiu th
ph thuc 1 phn vo cc chin lc khc trong Marketing Mix: Chin l'c sn phm: So vi
cc sn phm nc gii kht khc, th Pepsi l 1 trong nhng nc gii kht c nh v r rng v
c nhiu ngi bit ti. iu ny gip cc hot ng chiu th ca cng ty tp trung vo nhm
i tng nht nh, tit kim chi ph qung co. Nh cc hot ng qung co trn truyn hnh,
hnh nh trong qung co tp trung vo nhm i tng khch hng mc tiu ca cng ty. Cc
hot ng khuyn mi, pht sn phm dng th hay PR u nhm vo nhm i tng ny.
Pepsi l nc gii kht c gas c mt lu trn th trng, nhng sc ht ca n vn
khng h thay i cho ti ngy nay Vit Nam, c th ni, c im phong cch, tha am m
ca cc bn tr v ang l im thun li cho sn phm ca Pepsi.
Chin l'c gi: Trong chin lc gi ca Pepsi, gi c cng thay i theo tng chu k.
Vo nhng nm u khi vo th trng Vit Nam, Pepsi dng gi nh 1 cng c cnh tranh c
bit v vi tim lc ti chnh mnh, Pepsi sn sng h gi ginh ly th phn t cc i th khc,
v kt qu th mi ngi cng bit, nhng hng nc ngt c ting ca Vit Nam u li vo sau
45

lng Pepsi.
Hin nay, CocaCola l i th trc tip ca Pepsi, chin lc dng gi cnh tranh
khng cn ph hp na khi CocaCola cng l 1 i gia khng thiu tin trn th trng nc gii
kht. Do , gi ca Pepsi c hng ti ph hp vi ti tin ca cc bn tr, ph hp vi gi tr
m cc bn tr nhn c.
Chin lc phn phi: Sn phm Pcpsi l sn phm lu nm trn th trng nn hin ti c
1 knh phn phi kh l hon ho, bao ph tt c vng min t thnh th ti nng thn, bao gm
knh trc tip v knh gin tip, c th ni chin lc phn phi ny ng vai tr quan trng trong
chin lc Marketing Mix ca Pepsi.
Vi s bao ph rng ri v knh phn phi, hot ng ca Pepsi s khng phi n o s
phi xut hin u ngi tiu dng bit ti sn phm v c th mua c.
Tm tt chng 2
L dng sn phm ch lc ca PepsiCo International v PepsiCo Vit Nam, Pepsi
c ginh tnh cm u i kh nhiu vi cc hot ng chiu th n ra lin tc, t ti tr cc
gii u quc t, cc chng trnh khuyn mi hp dn, cho ti cc s kin bng n, sng to
dnh cho gii tr. Tuy nhin, c th thy cng c qung co c phn lp v hn so vi giao t
v khuyn mi, bn cnh th marketing trc tip v cho hng c nhn cng chim phn
trm t i trong 5 cng c chiu th.
Mc d c s chnh lch v t trng gia cc cng c chiu th, nhng phi khng nh
1 iu l Pepsi s dng chin lc chiu th 1 cch tt nht m c c hnh nh tt p
trong lng gii tr hin nay. Bn cnh , chi ph b ra cho vic
marketing l khng h nh vi vic ti tr, khuyn mi, s kin, ................. c b p
bng 1 v tr kh c th gl b trong lng gii Ir Vit Nam hin nay.
Chng III xut gii php nhm tng cng hiu qu cho
hot ng chiu th ca nhn hng Pepsi
3.1. nh gi v vic vn dng cc hot ng chiu th i vi nhn hng Pepsi
i a s b phn gii tr u bit ti nc gii kht Pepsi, l cng lao ca cc hot
ng chiu th mnh m ca PepsiCo Vit Nam ginh cho nhn hng Pcpsi. Vi cng khi
lng thng tin qung co m hin nay ngi tiu dng phi hng chu th nu Pepsi khng
46

c kh nng ngun lc qung co, m cc hot ng gi chn v tm kim khch hng
mi th Pepsi s dn dn b mt th phn vo cc nhn hng khc, nh l Dr.Thanh, Tr Xanh 0
, C2, .........................................................................................
Vi cc thng ip qung co qua rng thi k, tng cc chin dch ca Pepsi, Pepsi
rt sng to trong vic thit k cc thng ip cho ph hp vi gii tr Vit Nam, bn
cnh , cc cng tc nh nghin cu hnh vi gii tr, tm kim cc i s thng hiu cho
nhn hng ca mnh cng c Pcpsi ch trng 1 cch nghim tc.
Trong k hoch trin khai qu trnh truyn thng, Pepsi rt cn nhc s la chn
tn sut hot ng ca cc cng c. Vi cng c qung co th Pepsi cho qung co 1 cch
va phi trn cc knh truyn hnh ca gii tr vi mc ch gi chn v nhc nh khch
hng v nhn hng, cng c khuyn mi v giao t c Pepsi thc hin 1 cch rm r, n
o, nh vo tm l ca gii tr l thch s nng ng, sng to, thch the hin mnh v
thch rinh qu. Cn 2 cng c marketing trc tip v cho hng c nhn th l cng c ph
nhm tit kim chi ph c th.
Qua , ngi vit thy Pepsi rt thnh cng trong vic la chn cc cng c chiu
th nhm qung b hnh nh Pepsi ti gii tr, gi chn v nhc nh cc khch hng c, ng
thi cng trong vic m rng ginh ly th trng nc gii kht v pha mnh.
3.2. Phn tch SWOT ca hot ng chiu th
Phn ny, ngi vit SC phn tch icm mnh, icm ycu, nguy c v c hi ca Pepsi i
vi hot ng chiu th.

i m mnh
Ngun ti chnh ca cng ty PepsiCo v nhn hng Pepsi di do v n nh.
B phn Marketing c kh nng sng to v hn.
C nhiu kinh nghim trong vic s dng cc cng c chiu th.
C mi quan h rng trong gii truyn thng.
im yu
Cha c tnh a phng trong tng chin dch qung co.
Cha khai thc ht sc mnh Internet.
C hi
Ngi tiu dng Vit Nam c thi quen coi qung co hng ngy v gii tr ngy cng
dnh nhiu thi gian cho vic truy cp Internet.
Gii tr Vit Nam yu thch s sng to, t tin v thch c th hin mnh trc m
ng.
Ngi tiu dng, nht l gii tr ngy cng thoi mi trong vic chp nhn v tip thu
nhng ci mi, c sc t th gii bn ngoi.
e da
Xu hng gii kht ang c s thay i t cc loi nc c gas sang cc loi nc b
sung, nc tri cy bo v sc khe.
Lng trung thnh ca gii tr khng cao.
Lm pht khin gi c cho qung co, PR tng cao. Bn cnh , lm pht cng lm gim
sc mua ca ngi dn.
Lun c s cnh tranh gay gt t CocaCola ni ring v cc nhn hng nc gii kht
khc ni chung.
3.3. Mt s bin php cho tng thnh t trong chin lc chiu th 4- Qung
co:
Trong thi im hin ti, ti Vit Nam, tivi vn l phng tin truyn thng hiu qu nht
i vi ngi dn bi mc ph bin v kh nng truyn t thng tin mt cch trc quan ca
n. Trong khi th trng nc gii kht ang c s cnh tranh quyt lit nht t trc ti nay, th
vic tng tn sut qung co l iu phi lm


m bo khch hng lun nh ti Pepsi v thng tin ti cho nhng khch hng mi, nu
khng th Pepsi s b bp di 1 ni thng tin qung co t cc nhn hng nc gii kht khc.
Tng cng s xut hin cc poster, billboard, banner, v.v... tc ng vo v thc ca
khch hng.
Internet l iu khng th b qua trong hot ng qung co, Pepsi cn phi ch ti cch
m Internet ang lan ta trong gii tr Vit Nam c th tn dng khai thc ti a li ch t'
Internet, nh l: tng cng cc qung co trn internet, tham vo cc mng x hi nh Facebok,
Twitter, Zing Me, My space hoc cc din n ni ting nh Vozforum,gamethu, v.v... c s
tng tc nhanh chng gia Pepsi v gii tr. S dng Internet nh 1 cng c truyn ti thng tin
chnh cho gii tr.
-- Khuyn mi:
i vi gii tr hin nay, khuyn mi l cch tc ng kh tt n tm l hnh vi mua ca
gii tr. Cc chng trnh khuyn mi ca Pepsi c thc hin rt tt, Pepsi nn tip tc gi
cc chng trnh khuyn mi nh vy v la chn cc gii thng ph hp vi phong cch sng,
tm l, c tnh ca gii tr hin nay.
Tuy nhin khuyn mi nhiu qu s gy tm l nghin khuyn mi cho khch hng, Pepsi
cn ch khng to ra cn nghin ny, nht l khch hng mc tiu li l gii tr, lng trung
thnh khng cao. - Giao t:
Pepsi nn t chc hoc ti tr cho mt s hot ng th thao, chuyn du lch mo him
tng cng mc nhn bit cng nh nim tin v tc dng ca sn phm trong ngi dn ni
chung. Hnh thc ny s hiu qu hn nhiu so vi cc bi bo trn bi s lng ngi bit ti
thng tin s nhiu hn v cng c v thuyt phc hn.
Bn cnh th tip tc to ra nhiu sn chi nng ng cho gii tr nhm th hin ci ti,
c tnh ca gii tr. Khi Pepsi s c thm nhiu khch hng trung thnh.
-- Marketing trc tip
Pepsi nn s dng marketing trc tip thng qua mng Internet vi c im l chi ph
thp, thi gian tip nhn v phn hi thng tin nhanh chng, v 1 iu na l gii tr hin nay u
bit truy cp Internet v t nht l c tham gia 1 mng x hi hoc din n tr ln.
Cc hnh thc marketing trc tip m Pepsi nn ch l:
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Marketing qua email thng bo cc chin dch dnh cho gii tr
Tham gia cc mng x hi, din n nh facebook, twitter, zing, vozforums, ... nam
c gii tr ang mun g v cn g, nm bt kp thi cc xu hng trong gii tr v pht trin
sn phm p ng nhu cu.
i- Cho hng c nhn
Trong marketing sn phm tiu dng nhanh th cng c ny khng c dng nhiu do chi
ph kh tn km v mt nhiu thi gian. Tuy nhin, Pepsi cng khng th b mc cng c ny m
nn duy tr n vi tn sut nht nh, nhm tip cn c nhng nhu cu mi ca khch hng v
thng qua , pht trin cc dng sn phm mi p ng nhu cu khch hng.
3.4. S h tr chin lc chiu th t cc thnh t khc i- Chin lc snphm Nng cao cht
lng sn phm , ci tin kiu dng, mu m ph hp vi th h mi, nng ng, thay i v mu
sc, mi l v ph cch.
S dng lon, v c th ti ch c nhm bo v mi trng v thu ht gii tr vo cng
vic chung ca th gii, l chng li s bin i kh hu ton cu.
- Chin lc gi
Pht minh v p dng cng ngh mi e gim chi ph u vo, t dn ti gim gi
thnh nhm thu ht thm nhiu khch hng.
4- Chin lc phn phi Qun l i ng nhn vin bn hng trong knh khch hng c
c s phc v tt nht, to s chuyn nghip cho nhn vin t trang phc ti cch giao tip
Cung cp cc vt dng bn hng trang tr ca hng nhm thu ht khch hng v xy
dng h thng nhn din thng hiu
R sot li h thng knh phn phi kp thi loi b cc i l, ca hng kinh doanh
khng hiu qu, lm mt uy tn ca cng ty.
Tng cng m rng h thng phn phi, nhng phi c h thng qun tr r rng
nhm trnh ri vo cm by phn phi dy c.
Tm tt chng 3
Qua chng ny, ngi vit nu 1 s gii php nhm hon thin hn chin lc chiu
th ca nhn hng Pepsi v tng cng hiu qu m chin lc mang li. Cc cng c trong hot
ng chiu th phi c vn dng kho lo nhm mang li hiu qu tch hp ch khng phi l
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tng hp na. Bn cnh , cc thnh t sn phm, gi v phn phi cng gp phn khng nh
trong thnh cng ca chin lc chiu th ni ring v chin lc marketing mix ni chung, Pepsi
phi quan tm ti nhng thnh t ny nu khng mun hiu qu ca chin lc chiu th i xung.
Pepsi v ang l thc ung gii kht c gas c ngi tiu dng chp nhn, tuy
nhin, do khch hng l gii tr, lng trung thnh d thay i cho nn cc hot ng chiu th t
li th s d dng lm cho gii tr quay sang dng sn phm khc, nh l CocaCola.
Do , gi c s trung thnh ca gii tr, Pepsi lun phi c nhng hot ng i
mi, sng to khng ngng to ra tht nhiu sn chi cho gii tr, cc hot ng qung co
cng phi c trin khai u n nhm gi nh khch hng v sn phm ca cng ty.
Trc xu hng thay i tiu dng nc gii kht hin nay, t nc c gas sang nc
tri cy, bo v sc khoe, cung cap vitamin. Cng ty PepsiCo phi c nhng chin lc ph
hp gi th phn ca mnh, v cng coi y nh l 1 c hi pht trin cc dng sn phm
mi.