Marketing Mix sn phm tr tho mc Dr Thanh ca tp on Tn Hip Pht.

Mc lc:
LI M U ........................................................................................................................................................ 2 CHNG 1: C S L LUN ................................................................................................................................................. 3 I. Khi nim Marketing Mix ................................................................................................................................... 3 II. Cc nguyn tc Marketing mix .......................................................................................................................... 3 III. Cc nhn t nh hng n Marketing Mix ..................................................................................................... 4 IV. Gii thiu cc thnh phn ca Marketing mix : ................................................................................................ 5 1. Sn phm (Product).............................................................................................. 5 2. Gi (Price) .......................................................................................................... 5 3. Phn phi (Place) ................................................................................................ 6 4. Xc tin (Promotion) ............................................................................................ 6 CHNG 2 THC TRNG MARKETING MIX V SN PHM TR THO MC DR THANH .............................. 7 I. Gii thiu v Tp on Tn Hip Pht: ..................................................................................................... 7 1. Cng ty Tn Hip Pht ......................................................................................... 7 2. Thng tin v sn phm tr tho mc Dr. Thanh: ..................................................... 10 II. Tnh hnh hot ng ca tp on Tn Hip Pht.................................................................................... 12 1. i th cnh tranh trc tip ............................................................................... 14 2. i th cnh tranh gin tip ............................................................................... 14 3. i th tim n. ................................................................................................. 16 4. Sn phm thay th .............................................................................................. 16 IV. Phn tch chin lc Marketing mix v sn phm DR thanh .................................................................... 18 1. Sn phm (Product): ........................................................................................... 18 2. Gi c (Price) ..................................................................................................... 22 3. Phn phi (Place) ............................................................................................... 22 4. Xc tin hn hp (Promotion) .............................................................................. 24 CHNG 3 GII PHP V XUT HON THIN MARKETING MIX CA SN PHM TR THO MC DR THANH ......................................................................................................................................................... 27 I. Phn tch SWOT ...................................................................................................................................... 27 1. im mnh ........................................................................................................ 27 2. im yu ........................................................................................................... 29 3. C hi ................................................................................................................ 29 4. Thch thc ......................................................................................................... 29 III. Biu th hin kt qu kho st thu c: ............................................................................................ 34 IV. Gii php hon thin Marketing mix cho tr tho mc Dr Thanh. III. i th cnh tranh: ................................................................................................................................... 14

Kt lun .............................................................................................................................................................. 37

Marketing Mix sn phm tr tho mc Dr Thanh ca tp on Tn Hip Pht.

LI M U
Trong nm 2010 va ri, th trng nc gii kht Vit Nam c xem l 1 th trng bo b vi mc tng trng cao, vi doanh thu tng ti 800% so vi nm 2009 bt chp cuc khng hong kinh t th gii. V iu ng ch trong nhng nm gn y l s tt gim mnh m ca nc gii kht c gas v s tng trng ca cc loi nc khng gas. iu ny cho thy rng, ngi tiu dng Vit Nam ch la chn dng cc loi nc gii kht c ngun gc thin nhin, giu vitamin v khong cht, t ha cht cng nghip. Nm bt c xu hng chung, tp on Tn Hip Pht u t mnh tay vo dy chuyn sn xut nc gii kht t cc loi tho mc thin nhin vi sn phm chin lc l tr Dr Thanh. S nghin cu k lng cng vi hnh thc qung co sng to a tr Dr Thanh nhanh chng tr thnh sn phm nc gii kht bn chy nht Vit Nam ch sau 3 thng tung ra th trng. T 1 c s sn xut nh, Tn Hip Pht gi tr thnh mt trong nhng tp on ln ca Vit Nam dm ng u vi cc tp on a quc gia trong lnh vc nc gii kht nh Pepsi, Coca-Cola. Chnh nh s phn tch cc chin lc Marketing, c bit l Marketing Mix a Tn Hip Pht ln v th nh ngy hm nay. Bi tiu lun ny s nghin cu khi qut v cc marketing mix ca tp on Tn Hip Pht v sn phm tr tho mc Dr Thanh.

Marketing Mix sn phm tr tho mc Dr Thanh ca tp on Tn Hip Pht.

CHNG 1: C S L LUN

I. Khi nim Marketing Mix

Marketing hn hp (marketing mix) l tp hp cc cng c tip th c doanh nghip s dng t c trng tm tip th trong th trng mc tiu. Thut ng ln ln u tin c s dng vo nm 1953 khi Neil Borden, l ch tch ca hip hi Marketing Hoa K ly tng cng thc thm mt bc na v t ra thut ng Marketing hn hp. Mt nh tip th ni ting, E. Jerome McCarthy, ngh phn loi theo 4P nm 1960, m nay c s dng rng ri. Cc cng c Marketing c pha trn v kt hp vi nhau thnh mt th thng nht ng ph vi nhng khc bit v thay i trn th trng. C th ni Marketing Mix l mt gii php c tnh tnh th ca t chc.

II. Cc nguyn tc Marketing mix

Phi c kt gn b Marketing mix vi mi trng ca doanh nghip: thc hin Marketing mix phi da trn mi trng bn ngoi (t nhin, kinh t, vn ha, chnh tr, php lut ca a phng hay quc gia m doanh nghip ang hot ng) v mi trng bn trong (nh cung cp, khch hng, i th cnh tranh, i th tim n, sn phm thay th, th trng lao ng) ca doanh nghip. Phn tch k v hiu r mi trng ca doanh nghip c chin lc Marketing mix ph hp nht v t hiu qu ti u. Phi c kt gn b Marketing mix vi tim lc ca doanh nghip: pht huy tim lc ca doanh nghip l vn kinh doanh, ngun nhn lc, trnh khoa hc k thut ca doanh nghip ra c chin lc Marketing mix hiu qu. Phi cn i liu lng v phi hp cht ch cc thnh phn ca Marketing mix vi nhau: Cc thnh phn ca Marketing mix phi c s dng mt cch hp l, cn bng vi nhau, khng nn qu ch trng vo mt thnh phn no m cc thnh phn cn li li khng quan tm hoc quan tm khng ng mc; ng thi cng phi 3

Marketing Mix sn phm tr tho mc Dr Thanh ca tp on Tn Hip Pht.

phi hp cc thnh phn Marketing mix vi nhau cht ch, thng nht, khng mu thun nhau, cn tr nhau khi thc hin. C nh th th ton b chin lc Marketing mix mi c thc hin mt cch ng b, hiu qu. Phi c kt gn b Marketing mix theo thi gian: ty theo thi gian v qu trnh pht trin ca doanh nghip, th trng m c nhng chin lc Marketing mix hp l, ph hp vi bn thn doanh nghip, th trng v khch hng. Do i hi chin lc Marketing mix khng c cng nhc m phi thc s linh hot, nhanh nhy vi s thay i ca mi trng bn trong v bn ngoi doanh nghip.

III. Cc nhn t nh hng n Marketing Mix

Marketing mix khng c khun mu chung no cho mi trng hp m n thay i theo cc yu t nh hng nh: V tr uy tn ca doanh nghip trn th trng: Nu doanh nghip chim lnh c th phn cao th lc khng cn tn nhiu chi ph cho cc hot ng xc tin nhng vn bn c hng. Yu t sn phm: Sn phm khc nhau phi c cch bn hng, xc tin khc nhau. Do , doanh nghip phi thit k h thng phn phi v s dng cc cng c xc tin khc nhau Th trng: Ty thuc vo kh nng mua hng ca tng th trng m doanh nghip phi c Marketing mix khc nhau. V d sc mua ca th trng thnh th cao hn sc mua ca th trng vng su, vng xa. V vy, Marketing mix cho sn phm cc th trng phi khc nhau. Giai on ca chu k sng sn phm: Mi giai on ca chu k sng sn phm c c im khc nhau nn cn c Marketing mix khc nhau.

Marketing Mix sn phm tr tho mc Dr Thanh ca tp on Tn Hip Pht.

IV. Gii thiu cc thnh phn ca Marketing mix :

1.

Sn phm (Product)

L thnh phn c bn nht trong Marketing mix. c th l sn phm hu hnh ca cng ty a ra th trng, bao gm cht lng sn phm, hnh dng thit k, c tnh, bao b v nhn hiu, an ton Sn phm cng bao gm kha cnh v hnh nh cc hnh thc dch v giao hng, sa cha, hun luyn, bo hnh 2. Gi (Price)

Gi bn l chi ph m khch hng phi b ra i ly sn phm hay dch v ca nh cung cp. N c xc nh bi mt s yu t trong c th phn, cnh tranh, chi ph nguyn liu, nhn dng sn phm v gi tr cm nhn ca khch hng vi sn phm. Ngoi ra, gi bn cn l thnh phn khng km phn quan trng trong Marketing mix, bao gm gi bn s, gi bn l, chit khu, gim gi, tn dng. Gi phi tng xng vi gi tr nhn c ca khch hng v c kh nng cn tranh. 5

Marketing Mix sn phm tr tho mc Dr Thanh ca tp on Tn Hip Pht.

3.

Phn phi (Place)

Phn phi l nhng hot ng lm cho sn phm c th tip cn vi khch hng mc tiu. Cc cng ty cn hiu r, tuyn chn v lin kt nhng nh trung gian cung cp sn phm n th trng mc tiu mt cch c hiu qu. 4. Xc tin (Promotion)

Thnh phn ny bao gm cc hot ng dng thng t v thc y sn phm n th trng mc tiu. H tr bn hng l tt c cc hot ng nhm bo m rng khch hng nhn bit v sn phm v h c n tng tt v chng thc hin mua bn. Cng ty phi thit lp nhng chng trnh nh qung co, khuyn mi, quan h cng chng, Marketing trc tip. Ngoi ra, cng ty cng phi tuyn m, hun luyn v ng vin i ng bn hng h tip xc, gii thiu vi khch hng mt cch thn thin, d gy c s ch ca khch hng n sn phm ca cng ty. Cc nhn t ny nh hng qua li ln nhau v khi c mt yu t thay i th s dn n s kt hp mi trong Marketing Mix. Khng phi tt c nhng yu t thay i trong Marketing mix c th iu chnh trong ngn hn. Doanh nghip c th iu chnh gi bn, lc lng bn, chi ph qung co trong ngn hn nhng ch c th pht trin sn phm mi v thay i knh phn phi trong di hn.

Marketing Mix sn phm tr tho mc Dr Thanh ca tp on Tn Hip Pht.

CHNG 2 THC TRNG MARKETING MIX V SN PHM TR THO MC DR THANH

I.
1.

Gii thiu v Tp on Tn Hip Pht:

Cng ty Tn Hip Pht

Cng ty TNHH TM-DV Tn Hip Pht c tr s chnh ta lc ti huyn Thun An, tnh Bnh Dng, c din tch xy dng bao gm: Vn phng ( 6.037 m2). Nh my ( 77.511 m2), kho ( 45.552m2) vi cc thit b, dy chuyn cng ngh nghin cu v sn xut hin i bc nht ng Nam . Cng ty TNHH TM-DV Tn Hip Pht l thnh vin ca Hip hi ru bia v nc gii kht Vit Nam. S mnh: Tp on Tn Hip Pht sn xut v kinh doanh cc sn phm tt cho sc khe ngi tiu dng Chu vi mi v thch hp v tiu chun quc t. Mc tiu: Mc tiu ca cng ty TNHH TM DV Tn Hip Pht l to nhng sn phm thc ung tt nht, qua nhiu thng hiu: Number One, Laser, Bn Thnh, Gold Bn Thnh n vi ngi tiu dng bi h thng phn phi rng khp v tri u trn 63 tnh thnh Vit Nam. Tr thnh tp on hng u Chu trong 3 lnh vc kinh doanh chnh: Ngnh thc ung, thc phm n lin, bao b nha. Gi tr ct li: Hm nay phi hn ngy hm qua nhng khng bng ngy mai. Cht lng tiu dng quc t. nh hng theo tinh thn cao nht ca gia nh. Tr thnh i tc c tin cy. Tinh thn lm ch doanh nghip trong cng vic. 7

Marketing Mix sn phm tr tho mc Dr Thanh ca tp on Tn Hip Pht.

nh hng pht trin ca Cng ty l: Hm nay phi hn hm qua nhng khng bng ngy mai cng vi phng chmtha mn cao nht mi nhu cu hin c v tim n ca khch hng. nh hng trn c xem l kim ch nam cho mi hot ng ca Tp on v cng chnh l ng lc vng n hoi bo a Cng ty TNHH TM-DV Tn Hip Pht tr thnh Tp on cung cp thc ung tm c Chu . Tng s cn b cng nhn vin ca Cng ty TNHH TM-DV Tn Hip Pht trn 1000 ngi, bao gm cc Chuyn gia nc ngoi, K s, Chuyn vin, Nhn vin v Cng nhn. Trong , c 720 nhn vin c o to nghip v chuyn mn ti cc trng i hc, Cao ng trn c nc v 90% c kinh nghim lm vic cc Cng ty, tp on ln ang hot ng ti Vit Nam. Cng vi i ng Cng nhn vin tham gia vo hot ng sn xut, hn 300 K s, Chuyn vin, Nhn vin c trnh nghip v, tay ngh cao c chuyn gia nc ngoi hun luyn thc t trong qu trnh lp t, vn hnh cc dy chuyn cng ngh. Nhng chng ng pht trin: Tin thn ca Cng ty TNHH TM-DV Tn Hip Pht l Xng nc gii kht Bn Thnh, thnh lp vo u nhng nm 1990. Nm 1994: Hnh thnh phn xng nc gii kht Bn Thnh sn xut nc ngt, nc gii kht hng v bia. Sn xut m bia u tin mang thng hiu Bn Thnh vi 02 loi bia: bia hn, bia chai, hnh thnh mng li phn phi khp cc tnh thnh min Nam. Nm 1995: Sn xut sa u nnh. Nm 1996: u t dy chuyn chit bia ti Krones hin i ca c v cho ra i bia ti Flash c ng o khch hng tin dng. Nm 1999: Thnh lp nh my bia v nc ngt, nc gii kht Bn Thnh, sn xut cc mt hng sa u nnh, bia chai, bia hi, bia ti Flash. Nm 2000: Bia Bn Thnh l n v ngnh bia u tin ca Vit Nam t chng nhn ISO 9002-1994, do c quan qun l cht lng Quc t Det Norske Veritas( H Lan) chng nhn vo ngy 23.3.2000. Nm 2001: Xy dng nh my sn xut v Vn phng ti 219, Quc l 13, x Vnh Ph, huyn Thun An, Bnh Dng. Chun b qung co chin dch qung co Number 1 sp c mt ti Vit Nam v chun b cho ra i sn phm mang tnh cnh tranh: nc tng lc Number 1. Nm 2002: Tung sn phm nc tng lc Number 1 to mt hin tng mi trong th trng nc gii kht trong nc, c khch hng tin dng v vinh d ng vo hng topten cc sn phm nc ngt, nc gii kht khu vc ng Nam . Nm 2003: Thng 3/2003, nh my c C quan Qun l Cht lng Quc t Det Norske Veritas ( H Lan ) nh gi tiu chun ISO tch hp gm 9001: 2000. Thng 12.2003, nh my v vn phng Cng ty ti Bnh Dng c khnh thnh, vi din tch 5ha ti s 219, Quc l 13, x Vnh Ph, huyn Thun An, Bnh Dng. t ph cng ngh vi dy chuyn sn xut hin i bc nht ng nam . THP cho ra i sn phm ln u tin c mt ti ng Nam l Bia ti ng chai Laser, m ra mt trang s mi cho ngnh bia Vit Nam. 8

Marketing Mix sn phm tr tho mc Dr Thanh ca tp on Tn Hip Pht.

Nm 2004: Ban hnh s ti cu trc, ci t c cu qun l nhn s mi thch nghi vi giai on pht trin m rng ca Cng ty TNHH TM-DV Tn Hip Pht. Sn xut sa u nnh v nc tinh khit Number 1. Sa Number 1 c khng nh l loi sa c thng hiu hng u ti Vit Nam. Nm 2005: Tung sn phm mi Bia Gold-Bn Thnh rt gn gi vi ngi tiu dng. Sn phm mang ngha ng hnh cng may mn, s thnh cng, s chia s trong cuc sng ca mi gii khch hng. Nm 2006: Nh my sn xut bao b khi ng, sn xut v ng gi sa u nhnh hp giy, tr xanh khng vi cc hng v chanh, mt ong, khng ng; nc tng lc Number 1 du v nc ung vn ng Number 1 Active. Sn xut cc sn phm bao b u tin v a vo phc v cc sn phm nh nc tinh khit Number 1 , tr xanh Khng . Tung sn phm Bia Gold - Draught. Thng 12.2006, nc tng lc Number 1 ph khp th trng min Bc, sn phm Number 1 c mt 60 tnh thnh trong c nc. Nm 2007: Thng 01/2007, n nhn 03 chng ch tch hp ISO 9001:2000. ISO 14001: 2004 v HCCP do c quan Quc t Det Norske Veritas(H Lan) cp. y l n v ngnh bia u tin ca Vit Nam t thnh tch v vang ny, nh du quyt tm cao trong vic hon thin v ci tin trit h thng sn xut kinh doanh v qun tr kinh doanh, to nn mng vng chc trong s mnh gp phn tha mn nhu cu thc ung ca ngi tiu dng ton cu bi nhng sn phm hon ho v thc hin hoi bo tr thnh mt Tp on cung cp thc ung hng u Chu , sn xut Tr b ao Khng , nc cam p Number 1 Chino v tr Barley Khng . 19.04.2008 : Cup Vng V Pht-trin cng-ng cho Tn Hip Pht. 26.04.2008 : THP t danh-hiu 2 Nhn hng ni ting Qucgia: Number 1 & Tr Xanh khng . 15.10.2008 : L Khnh thnh Nh my Bao b Thi Bnh dng v L ra mt sn phm tr tho mc Dr. Thanh. 29.11.2008 : FRUIT TEAS DAY, tng Bn hng, gii thiu sn phm Tr Tri Cy.28.12.2008 : L diu hnh phi hp cng on Moto Show gii thiu Tr tho mc Dr. Thanh i qua Tp HCM, Bnh Dng, ng Nai v B RaVng Tu.15.11.2009 : Ra mt VIP CAF tan TPHCM v Bnh Dng 11.01.2010 : VietNam Economic Times vi chngtrnh TIN & DNG 2009 chng nhn sn phm gii kht TR ca THP t danh hiu Sn phm Tin & Dng Vit Nam. 20.01.2010: Biu chng 1.000 nm Thng Long-H Ni TopTen Doanh nghip v s pht trin Cng ng. 30.01.2010: THP nhn Huy chng Ngi Sao Vng Vit Nam,vinh danh doanh nghip hi nhp WTO & Biu tng Rng Vit. 28.04.2010: Hip Hi Bia Ru NGK Vit Nam (VBA) phi hp THP t chc Hi tho Xu hng s dng Tr Tho mc c li cho sc khe ti Vit Nam. 19.06.2010: Hi S hu Tr tu Vit Nam / Chng trnh Nhn Hiu VIT chng nhn : TG. Trn Qu Thanh ca Cng ty THP l TOP 20 Doanh nhn tiu biu Vit Nam vi thnh tch xut sc trong xy dng v pht trin nhn hiu ni 9

Marketing Mix sn phm tr tho mc Dr Thanh ca tp on Tn Hip Pht.

ting . Cc S hu Tr tu Chng nhn Nhn hiu ni ting Tr Tho mc Dr Thanh, Tr xanh Khng , Nc tng lc Number 1 25.07.2010 : Bng Vng GII THNG HI-NHP KINH T QUC T tng Cng ty THP - nv c nhiu thnh tch xut sc trong Hi nhp Kinh t Quc t. 27.07.2010 : B Trng B Cng Thng tng: Bng Khen Cng Ty Tn Hip Pht c thnh tch xut sc trong phong tro thi ua hon thnh nhim v K hoch 5 nm 2005-2009 s 3947/Q-BCT ngy 27.07.2010. 15.11.2010: L ra mt sn phm tr xanh c ga ikun (v chanh v du). Thng 1/2011: Ti tung sn phm nc tng lc du vi cng thc v bao b mi. Cc sn phm nc ng chai ca Cng ty TNHH TM DV Tn Hip Pht: Nc tng lc Number 1, Number 1 du, Number 1 chino. cu v me. Nc gii kht Active. Tr tho mc Dr Thanh. Cc loi bia Bn Thnh, bia Gold, bia ti Laser. Sa u nnh Number 1 vi hng v u nnh, du v bp. Sa u xanh Number 1. Tr xanh 0 vi hng v chanh, mt ong, khng ng v hng to. Tr Barley. Nc tri cy p Number 1 Juicie vi hng v da, chanh dy, mng

2. Thng tin v sn phm tr tho mc Dr. Thanh: Sau mt thi gian nghin cu v th nghim sn phm, 22.12.2008 sn phm tr tho mc Dr Thanh c tung ra th trng vi slogan Thanh nhit c th khng lo b nng. Sn phm c tung ra th trng trong ng dp tt K Su. y l thi im mi ngi thng tp trung vo cc hot ng vui chi vi tn sut cao kt hp vi thi quen n ung ca ngi ng l a thch cc mn chin xo.Chnh iuny thng gy cm gic nng trong, tuy khng phi l bnh l nhng li rt c hi cho sc kho. Nhn bit c nhu cu ny tp on Tn Hip Pht 10

Marketing Mix sn phm tr tho mc Dr Thanh ca tp on Tn Hip Pht.

a ra th trng sn phm tr tho mc Dr Thanh nh mt li p li nhng mong mun ca khch hng mt cch ng lc.Mc tiu ca Tn Hip Pht khi khai sinh ra Dr. Thanh khng ch l thu c li nhun trn vn u t cao m cn l danh ting v hnh nh ca cng ty v mt sn phm thng hiu m bo cht lng, uy tn v c tn nhim cao trn th trng. Tn Hip Pht mong mun trong tng lai khng xa khng ch chim lnh phn ln th trng trong nc m cn vn xa hn sang cc nc chu , Hoa K v chu u trong xu hng pht trin chung ca kinh t th gii.THP c tham vng bin Dr Thanh tr thnh mt thng hiu quc gia. THP mong mun rng mi khi nhc n thanh lc c th th hnh thnh ngay trong suy ngh ca mi ngi dn Vit Nam hnh nh tr tho mc Dr. Thanh. Tri qua 16 nm, vi nhng n lc xy dng v pht trin khng ngng, n nay, tp on THP to dng c 1 c ngi vi y tin nghi cng thit b dy chuyn sn xut hin i vo bc nht ng Nam . Hin ti, cng ty THP ang chim phn ln th phn bia v nc gii kht ca th trng trong nc vi cc nhn hiu tin phong nh nc tng lc Number 1, Tr xanh Khng , Tr tho mc Dr Thanh, Sa u nnh Number 1 Soya, nc p tri cy Number 1 Juicie, Tr xanh c ga ikun, nc ung vn ng Number 1 Active, bia Bn Thnh.to ting vang trn th trng.

11

Marketing Mix sn phm tr tho mc Dr Thanh ca tp on Tn Hip Pht.

II.

Tnh hnh hot ng ca tp on Tn Hip Pht:

Tn Hip Pht lun gi c tc tng trng 100% trong 8 nm lin v tr thnh cng ty nc gii kht hng u Vit Nam, chim hn 40% th phn vi cc nhn hiu ni ting nh Tr Tho Mc Dr Thanh, Tr Xanh Khng , nc tng lc Number One. Tp on Tn Hip Pht cng l doanh nghip u tin ti Vit Nam t 3 chng ch tch hp: ISO 9001:2000 (h thng qun l cht lng), ISO 14001 (qun l mi trng) v HACCP (an ton v sinh thc phm). Nh tm nhn xa v thu hiu cn k nhu cu tiu dng, THP bit i mi mt trong nhng loi nc gii kht lu i v gn gi nht ca Vit Nam v c th gii thnh mt loi nc gii kht mi.Nh vy, Tr Xanh Khng l nhn hiu pht trin nhanh nht Vit Nam trong giai on 2006 - 2007 vi tc ng kinh ngc: tng trng 190% cc khu th Vit Nam t thng 11/2006 n thng 11/2007 (theo s liu ca TNS Worldpanel v tiu dng ti gia qua kho st 2.150 h gia nh Tp. HCM, H Ni, Nng, Cn Th). Tr Tho Mc Dr Thanh thnh cng ln khi nh my chy ht cng sut nhng vn khng cung ng cho th trng v con s tng trng trn c mong i: hn 200% .Sau 3 thng tung ra th trng ca Dr Thanh l tr c ng o ngi tiu dng n nhn, sn phm c s tham gia ca 300 nh phn phi, hn 2.000 nhn vin v 1.000 xe ti tham gia chuyn ch. T sn lng 300.000 chai/ngy n nay tp on nng sn lng ln 600.000 chai/ngy nhng cng ch p ng c 25% nhu cu s dng. Tn Hip Pht tr thnh mt trong nhng doanh nghip ln nht Vit Nam vi doanh thu tng trng hng nm, gii quyt cng n vic lm cho gn 4.000 cng nhn vin v np thu ng gp mt phn ng k vo ngn sch nh nc, tng bnh qun 2%. Sn lng tng trng bnh qun t nm 2007 n nm 2010 l 40% v mang li mc tng bnh qun 10%/nm v thu nhp ngi lao ng. Mng li phn phi sn phm ca cng ty khng ngng m rng v hin c mt trn khp 63 tnh, thnh. Trong , c bit ch ng tch cc cung cp hng ha v cc vng nng thn ca cc tnh, thnh nhm gia tng c hi phc v nhng sn phm tt nht ca doanh nghip cho ngi tiu dng trn khp c nc. Vi mt t 200 n 300 chuyn hng /ngy, cc sn phm ca Tn Hip Pht ngy cng ph bin v c ngi tiu dng nhiu tui yu thch. Khng ch hi lng vi tnh nng gii kht sng khoi, ngi tiu dng cn b thuyt phc bi u im c li cho sc khe m cc sn phm THP t Thng hiu Quc gia mang li. Nh phi hp tt vi gii truyn thng v cng ty t chc s kin, chuyn ti gn 300 chng trnh tng thut trc tip v gin tip v cc hot ng ca on trn truyn hnh, bo ch, nn s kin c qung i qun chng theo di v hng ng T chng trnh ny, cc sn phm ca Tp on Tn Hip Pht nh nc tng lc Number One, nc ung vn ng Number One Active, Tr Xanh Khng , nc p 12

Marketing Mix sn phm tr tho mc Dr Thanh ca tp on Tn Hip Pht.

tri cy Number One Juicie tng mnh v doanh s bn, c ngi tiu dng tin cy v hu nh chim lnh ton th trng. u nm 2007, Cng ty TNHH TM-DV Tn Hip Pht chnh thc c Cc S hu tr tu cp giy chng nhn s 78822 cng nhn v bo h i vi thng hiu mang tn cng ty cho tt c cc loi hng ha v dch v mang tn ca cng ty ti Vit Nam (quyt nh s 1105/Q-SHTT cp ngy 24.1.2007). Hin ti cng ty c hn 29 mt hng c Cc an ton v sinh thc phm B Y t cp giy php sn xut v lu thng trn ton lnh th Vit Nam.C tt c 37 nhn hiu hng ha do Cng ty TNHH TM-DV Tn Hip Pht sn xut c bo h s hu tr tu. Nm 2008, THP nm trong s 5 cng ty chi qung co mnh nht ti Vit Nam v tip tc tng chi ph qung co trong nm 2009. Trong nm 2010, Tp on Tn Hip Pht vinh d nhn c nhng gii thng quan trng nh: Qu cu vng, Nhn hiu ni ting cnh tranh, gn y nht l Gii thng hi nhp kinh t quc t 2010 vi ch Doanh nghip hi nhp ASEAN. Ngy 08/04/2011, Tp on Tn Hip Pht (THP) & Tng Gim c Trn Qu Thanh vinh d n nhn bng khen trao tng ca Th Tng Chnh Ph theo quyt nh s 478/Q-TTg k ngy 1/4/2011. L trao tng bng khen c t chc trng th ti Tp on Tn Hip Pht vi s tham gia ca 60 i biu ca B Cng Thng v Hip hi Bia - Ru - Nc gii kht Vit Nam (VBA) cng i din ban lnh o ca THP. Trong vng 10 nm (2010 2020) D n Dr Thanh ng hnh cng hc sinh ngho vt kh tip tc c hin thc ho. Nm u tin ca d n thnh cng tt p ti 8 huyn ngho ca tnh Thanh Ho l Th Xun, Tnh Gia, Triu Sn, Nng Cng, Qung Xng, Ngc Lc, Nh Thanh, Thch Thnh s to thm c hi cho hc sinh ngho c tip tc cp sch n trng.

13

Marketing Mix sn phm tr tho mc Dr Thanh ca tp on Tn Hip Pht.

III. i th cnh tranh:

1. i th cnh tranh trc tip

c tung ra th trng vo ngy 19/06/2009 vi thnh phn 10 loi tho mc tinh ty ca ng cng vi ngi bo tr thng hiu l H Ngc H, Teafres tr thnh i th cnh tranh trc tip ca tr tho mc Dr Thanh. Teafres c cch thc nh v gn ging Dr Thanh trong vic to khc bit v sn phm nhng c thm tnh tr trung v nng ng. Song xt mt cch ton din, Teafres cha hn l i th ng gm i vi Dr Thanh v nhiu mt. Nu nh sn phm, phn phi v truyn thng l 3 chn king vng chc, c THP thc hin v cng thnh cng cho Dr Thanh th ngc li c 3P ny ca Teafres li kh yu t: sn phm c qu nhiu im tng ng i vi Dr Thanh, cng ty s hu Teafres MFB mi ch tp trung ch trng cho l ra mt sn phm v sau truyn thng v phn phi u khng c tp trung y mnh. l l do ti sao tnh n thng 10 tc l 4 thng sau khi ra mt, Teafres vn cha c nhiu ngi bit n. 2. i th cnh tranh gin tip

Th trng nc gii kht nhng nm gn y kh si ng v s tham gia ca nhiu nh cung cp cng nh nhu cu ngy cng kht khe, a dng ca ngi tiu dng. Hin ti, rt nhiu hng ln cng ang tham gia th trung y tim nng ny, nh hng khng nh n sn lng tiu th ca THP. l nhng ung ca Coca, Pepsi, cc sn phm ca Sabeco, Tribeco, URC v ngay c nhng nhn hiu hin c ca chnh THP nh tr xanh khng , Juicies, Nhng nhn hng ny c mt ch ng trn th trng v c ngi tiu dng rt a thch. Tuy l i th cnh tranh gin tip nhng nhng sn phm trn c nh hng rt mnh m ti mc tiu th ca Dr Thanh. Trong thi bui ngi tiu dng ngy cng quan tm n sc khe vi nhng thc ung b dng cho c th th Tn Hip Pht vi Dr Thanh ngy cng c c hi tin xa hn trong cng cuc cnh tranh vi cc i gia trn th trng nc gii kht. Nhng vi cng v l ngi i sau th Dr Thanh s vp phi ro cn t pha nhng ng ln vi tim lc ti chnh di do, hay nhng sn phm c ch ng vng chc trn th trng:

14

Marketing Mix sn phm tr tho mc Dr Thanh ca tp on Tn Hip Pht.

(i)

Cng ty Tribeco:

Ngnh ngh kinh doanh: Mua bn hng t liu sn xut (v chai, hng liu) v cc loi nc gii kht. Sn xut, kinh doanh, ch bin lng thc i l mua bn hng ho Sn xut ru nh c ga (Soda hng ) Cho thu nh v kho bi Kinh doanh nh hng n ung.

Nm 2007 nh du s khi u chin lc Bc tin ca Tribeco vi tham vng tr thnh t hp kinh t hng u ti Vit Nam v th trng khu vc v ngnh ung. Tribeco c ngun vn u t ln (Kinh mua 20% c phn ca Tribeco), a dng ho lnh vc sn x u t k i n h d o a n h v i m q u a n t r n g l t h a h n g h th n g p h n p h i a n g h o t n g c hiu qu ca Kinh vi hn 200 nh phn phi, gn 200.000 i l v cc im bn l trn ton quc. Tribeco lin tc u t thit b cng ngh (v d nh: sn phm sa u nnh bao b bch, hp giy c sn xut bng thit b Tetra Pak ca Thy in v x l tit trng theocng ngh UHT-cng ngh tin tin hin nay, bo ton c cc thnh phn dinh dng, cc vitamin cng nh hng v thin nhin c trng ca sn phm; dy chuyn sn xut sa u nnh chai do M sn xut, hin khai thc c 85% cng sut; dy chuyn sn xut nc n g t n g l o n 3 3 0 ml l t h i t b n h p t M t n g h a 1 0 0 % , h i n k h a i t h c c 8 5 % cng sut...). Chnh v vy, Tribeco nng cao nng lc cnh tranh, n nay sn phm caCty c 46 chng loi sn phm nc gii kht c gas v khng gas ng trong cc loi bao b : c h a i t h y t i n h , l o n , h p , b c h , P E T , c a c c d n g n h n h i u T r i b e c o - Somi l k - T r i o Trimilk. Gi c cc sn phm ny mc trung bnh. (ii) Cng ty URC Vit Nam

URC Vit Nam l mt Cng Ty trc thuc Tp on URC Quc T. Cng ty vo Vit Nam gn 10 nm v c ch ng vng chc trn th trng v sn phm bnh ko, nctr xanh C2 v nhiu sn phm khc. URC Vit Nam u t vo Vit Nam vi s vn ln n14,5 triu v t nh my ti KCN Vit Nam - Singapore. Cc sn phm c ting tm ca URC l bnh snack Jack&Jill, scla Cloud 9 v Nips,ko XO v Maxx, m Payles v Nissin Cc sn phm ca cng ty ht sc a dng nh: bnh snacks, ko, bnh biscuits, c ph ha tan, m n lin, nc xt c chua, m si, ngoi ra cn c c cc lai kem URC Vit Nam c thnh lp v sn xut bnh ko t 2005 ti Khu cng nghip Vit -Sing, tnh Bnh Dng. Ngoi cc sn phm nh bnh, ko th sn phm ni bt nht caURC trn th trng Vit Nam chnh l tr xanh 15

Marketing Mix sn phm tr tho mc Dr Thanh ca tp on Tn Hip Pht.

C2. C2 l thng hiu tr xanh thnh cng rc r ti Philipines. Gi c ca C2 cng r hn tr xanh khng nhiu(gn 50%), tuy nhin c th tch nh hn

Biu biu din th phn ca cc sn phm nc gii kht khng gas nm 2009

3.

i th tim n.

Th trng nc gii kht Vit nam hin nay kh hp dn, thu ht nhiu doanh nghip, cng ty ln trong v ngoi nc tham gia. Ngoi nhng i th hin ti k trn th Tn Hip Pht cn c rt nhiu i th cnh tranh tim n khc. Nhiu cng ty gii kht Hn Quc, Nht Bn . mun xm nhp th trng Vit Nam. So vi cng ty gii kht Vit Nam, h c u th v vn, v cng ngh v tnh truyn thng c o. Do , s xm nhp th trng ca h s gy nh hng ln n th phn ca cc cng ty gii kht Vit Nam, trong c Tn Hip Pht. Ngoi ra, vi danh ting v li nhun ca mnh, THP cng phi i mt vi cc nhn hng nhi, gy nh hng ti sn lng tiu th v uy tn ca thng hiu. 4. Sn phm thay th

Sn phm thay th l sn phm c th s dng thay th nhau trong vic tha mn mt nhu cu no ca con ngi. Trong trng hp nghin cu cng ty Tn Hip Pht ta nhn mnh n nhu cu gii kht. Trn th trng hin nay, c hn 3000 sn phm ung. V th, kh nng thay th cho nhng sn phm ca THP l rt ln. Ngoi cc sn phm c trong danh mc cnh tranh trc tip, cn c cc sn phm thay th c trng: Nc tinh khit, nc khong ng chai.

16

Marketing Mix sn phm tr tho mc Dr Thanh ca tp on Tn Hip Pht.

Theo kho st ca Cng ty Nghin cu th trng AC Nielsen, th trng nc ung tinh khit ng chai ang chim 22% sn lng ton b th trng nc gii kht Vit Nam vi mc tng trng trung bnh hng nm l 26% k t nm 1995. Mc tng trng ny s tip tc trong nm nay. Sc mua tng nh s ngi thuc tng lp trung lu tng trong khi ngun nc sch ang ngy cng tr nn cp bch nhng th ln.Tiu biu trong lnh vc ny c Lavie, Aquafina,Cc sn phm ny, c u im l gi r, tin li cho vic s dng thay nc un si Cc loi nc c gas. Cc sn phm ny hu ht l ca cc thng hiu ln, tn ti lu i nh : Coca Cola,Pepsi... C li th xm nhp vo Vit nam sm, nn tiu dng nc ngt c gas tr thnh t h i q u e n c a n h i u n g i . T u y n h i n , t h e o x u t h c h u n g n g y n a y , t h t r n g n c u n g khng gas ang p o cc loi nc c gas. C th, nm 2007, cc loi nc ung c gaschim 20,46% trong c cu sn phm nc gii kht th n nay gim cn 18% v ncung khng c gas tng t 5,93% ln 7,76%; nc hoa qu cc loi tng t 5,20% ln 6,97%. Hai loi nc ny d kin s cn tng mnh v n nm 2015 s chim trn 16% trong c cu sn xut nc gii kht, cn nc ung c gas cng thi im ny gim xung di 16%.

17

Marketing Mix sn phm tr tho mc Dr Thanh ca tp on Tn Hip Pht.

IV. Phn tch chin lc Marketing mix v sn phm DR thanh

1. Sn phm (Product): 1.1. Lch s pht trin ca sn phm Sau mt thi gian nghin cu v th nghim sn phm, 22.12.2008 sn phm tr tho mc Dr Thanh c tung ra th trng vi slogan Thanh nhit c th khng lo b nng. Sn phm c tung ra th trng trong ng dp tt K Su. y l thi im mi ngi thng tp trung vo cc hot ng vui chi vi tn sut cao kt hp vi thi quen n ung ca ngi ng l a thch cc mn chin xo. Chnh iu ny thng gy cm gic nng trong, tuy khng phi l bnh l nhng li rt c hi cho sc kho. Nhn bit c nhu cu ny, tp on Tn Hip Pht a ra th trng sn phm tr tho mc Dr Thanh nh mt li p li nhng mong mun ca khch hng mt cch ng lc. 1.2.Giai on pht trin trong chu k sng ca sn phm tr tho mc Dr Thanh - Giai on gii thiu ca tr tho mc Dr Thanh : Sau 2 thng c mt trn th trng nc gii kht Vit Nam tr tho mcDr Thanh t doanh s 200% so vi ch tiu ra. Trn cc phng tin truyn thng qung co y p hnh nh ca tr thomc Dr Thanh. Khi th vi nhng bui tic tng, khi th hnh nh ch tru vng, linh vt ca nm ht ca khc v tr tho mc Dr Thanh nh mt li chc tn xun n mi nh. C th ni trong 2 thng u ra mt sn phm tr tho mc Dr Thanh u t mt lng chi ph rt ln cho hot ng qung co v truyn thng. Mc d 2008 l nm suy thoi kinh t ton cu nh hng kh mnh n nn kinh t Vit Nam, hu ht ccdoanh nghip thng ct gim nhng chi ph cho qung co v truyn thng nhng tpon Tn Hip Pht, vi nhn hiu tr tho mc Dr Thanh vn c xem l mt trong 5 doanh nghip qung co mnh nht ca Vit Nam. - Giai on pht trin ca tr tho mc Dr Thanh : Vi rt nhiu n lc trong hot ng qung co v truyn thng, Dr Thanhsau 3 thng xut hin trn th trng (tnh n thng 3 nm 200 9) nh v c mthnh nh rt r nt trong lng khch hng. ng thi cng l thi im bc vo manng nng trong nm nn lng tiu th tr tho mc Dr Thanh tng ln mt cchnhanh chng.Vi s tham gia ca 300 nh phn phi, hn 2000 nhn vin v 1000 xe titham gia chuyn ch. T sn lng 300.000 chai/ngy tng ln 600.000 chai/ ngynhng cng ch p ng c 25% nhu cu s dng. 18

Marketing Mix sn phm tr tho mc Dr Thanh ca tp on Tn Hip Pht.

- Giai on bo ho ca sn phm: Tuy nhin giai on pht trin ca chu k sng sn phm ca Dr Thanhkhng ko di nh nhng g m tp on Tn Hip Pht k vng. C th ni n naysn phm ny bc vo giai on bo ho. Tn sut qung co gim. Mc tiu th chm li, ti nhiu siu th v cc i l mt hng ny cngch c by bn vi s lng nh. Vo ngy 27.8.2009 tp on Tn Hip Pht, tng hi y hcVit Nam cng vi Cng ty c phn truyn thng v u t Vit Nam k kt hp tc thc hin chng trnh hnh ng quc gia phng chng bnh i tho ng. Tn HipPht quyt nh tung ra th trng sn phm: tr Dr Thanh khng ng v cho rng y l sn phm ph hp vi mc tiu ca chng trnh X hi ho hot ng truyn thng. Phi chng y l mt ng thi ca THP nhm cu vn nhn hiu tr thomc Dr Thanh. 1.3. Cc ch tiu cht lng sn phm. Thng 10/2006 tp on THP vinh d n nhn 2 chng nhn tch hp ISO v HACCP y trong lnh vc thc phm bao gm: - H thng qun l cht lng theo tiu chun ISO 9001-2000. - H thng qun l mi trng ISO 14001-2004 v h thng qun l v sinh anton thc phm theo tiu chun HACCP. Hai chng nhn trn do t chc chuyn ngnh uy tn quc t Det Norske Veritas gim st v chng nhn. Nhng nm gn y, gii thng WIPO dnh cho doanh nghip duy nht l tp on Tn Hip Pht - n v c nhng sng to, ng dng h thng s hu tr tu trong chin lc v pht trin thng hiu. Sn phm tr tho mc Dr Thanh c s k tha trong khu thit k bao b, chai nha PET, dy chuyn sn xut v knh phn phi t cc sn phm khc ca Tn Hip Pht m in hnh l tr xanh O . Tr Dr Thanh c ng chai trong iu kin sn xut c bit gi li cc cht b dng, c li cho c th. Chai PET ng tr chu c nhit cao v phi chit rt t khi cn nng.

19

Marketing Mix sn phm tr tho mc Dr Thanh ca tp on Tn Hip Pht.

1.4. Cc ch tiu mu m sn phm Cc sn phm Dr Thanh s dng 3 loi bao b: chai nha, chai thy tinh v hp giy.

- Sn phm tr tho mc m bo nhng ch tiu mu m sn phm. - m bo ngun gc xut x, hn s dng, thnh phn. Sau y l 1 s thong tin trn 1 chai tr Dr Thanh: Thnh phn: Nc, kim ngn hoa 3.4%, hoa cc 3.2%, la hn qu 2.1%, h kh tho 1.8%, cam tho 1.6%, n hoa 1.5%, hoa mc min 0.7%, Bung lai 0.5%, Tin Tho 0.5% Cch bo qun: Bo qun ni thong mt, c th bo qun lnh Dng thnh phm: Chai nha Hn s dng: 12 thng k t ngy sn xut. Sn phm t cht lng v sinh an ton thc phm Sn phm ca cng ty Tn Hip Pht Xut x: Vit Nam 1.5. Cc cp marketing ca sn phm: a. Li ch cn bn ca sn phm: Dr Thanh l mt sn phm tr tho mc ng chai khng ch mang n chongi tiu dng tc dng gii kht m cn mang n tc dng thanh lc c th khng lo b nng. b. Cp hin thc ca sn phm: Dr Thanh c chit xut t 9 loi tho mc c tc dng thanh nhit, gii c m cc vua cha ngy xa s dng: Nc, kim ngn hoa, hoa cc, la hn qu, h kh tho, cam tho, n hoa, hoa mc min, bung lai, tin tho c tc dng thanh nhit, tng cng sc khe, phng nga mt s bnh tt. Dr Thanh l loi sn phm rt d dng nhn ra bi sn phm ny s dng tng mu l tng mu ch oca bao b, to nn sc thi ti tr nng ng. 20

Marketing Mix sn phm tr tho mc Dr Thanh ca tp on Tn Hip Pht.

1.6.Hnh nh & danh ting ca sn phm Ci tn ca sn phm ngay khi ra i gy bt ng v t m ca c cc chuyn gia v ngi tiu dng, Dr Thanh Thanh y c ngha l thanh lc, thanh khit, tnh cht v cng dng c bit ca sn phm, song li v tnh trng vitn ca ch tich THP tin s Trn Qu Thanh. Vy l ngay c khi mi cho i th Dr Thanh to ra mt nhn bit nht nh. Ngay trong nhng ngy u c tung ra, THP s dng truyn thng nh mt b mt tay cho Dr Thanh k t khi c tung ra th trng cho n khi tr thnh thng hiu. Qung co vi tn sut lin tc trong my thng tri, lin tc v lintc trn truyn hnh. i cng vi qung co l chin dch truyn thng 360 . V hiu qu mang lil gi th ngay c tr con cng thuc bi ht ca Dr Thanh, v bt k khi no ni n loi tr c tc dng thanh lc c th l ngi tiu dng u ngh n Dr Thanh. 1.7.im mnh ca sn phm Sn phm Dr Thanh c nhiu im mnh so vi cc sn phm gii kht hin ti: D nhn bit do to bao b khc bit vi mu c trng trong khi cc loinc gii kht khc li mang mu nht. L sn phm tin phong trong th trng tr tho mc ng chai, v th trongthi gian u Dr Thanh s khng phi ng u vi cc i th trc tip. L sn phm nh v trong tm tr khch hng l loi thc ung tt cho sckhe, c tc dng thanh lc c th v gii c nn gy c nhiu cm tnhvi ngi tiu dng. 1.8.im yu ca sn phm Song bn cnh nhng im mnh th Dr Thanh cng tn ti nhiu im yum c th gy nh hng ng k ti vng i ca sn phm cng nh doanh thu casn phm sau ny: Dr Thanh c bao b mu th hin s ni bt d nhn dng ng thi lith hin s tr trung, nng ng. Tuy nhin i vi mt s khch hng chnh mu sc,hnh thc bn ngoi ca Dr Thanh li to ra thi phn cm. Khng nh mc tiu lchinh phc khch hng vi vai tr nc ung duy nht hin nay c kh nng gii nhit,thanh lc c th khng lo b nng, song chnh bao b chi vi nhng dng ch en lito cm gic nng bc ngay t khi sn phm p vo mt. Sn phm Dr Thanh xut hin cng bc nh ca tin s Trn Qu Thanh trn bao b ca mi sn phm. Vic xu t hin trn bao b ca sn phm chnh l s bo tr ca tin s Trn Qu Thanh vi sn phm ny, tuy nhin trn thc t ngoi gii kinh doanh th khng phi ai cng bit n Trn Qu Thanh, vy vic bo tr cho sn phm cn ngha khng khi 21

Marketing Mix sn phm tr tho mc Dr Thanh ca tp on Tn Hip Pht.

ngi tiu dng thm tr khng bit ti ngi bo tr cho sn phm ny l ai. Sn phm Dr Thanh c to ra t 9 tho mc cung nh, hng v ca sn phm ny khng phi d ung i vi tt c mi ngi trong khi khch hng mctiu ca Dr Thanh l ton b th trng. iu ny c th s khin ngi tiu dng ch mun s dng sn phm mt ln, c ngha l Dr Thanh kh c th c nhiu khch hngtrung thnh, y l iu gy nh hng ln n vic duy tr v th trong tng lai canhn hiu ny.

2.

Gi c (Price)

Nm bt c tnh hnh th trng hin ti cng nh hiu r li th ca bn thn l loi sn phm i tin phong trong th trng tr tho mc ng chai ti Vit Nam, THP s dng chin lc ht vng chp nhong cho sn phm Dr Thanh ca mnh ngay t khi tung ra th trng. C th thy kh r iu ny qua vic Dr Thanh lunc t gi cao hn song cng khuyn mi nhiu hn so vi cc sn phm gii kht khng gas cng dung tch trn th trng. Hin ti trn th trng xut hin i th i u trc tip vi n l tr Teafresh ng thi ang m nhiu i th tim n na do s hp dn ca th trng tr tho mc ng chai. Tuy nhin trong khi Teafresh v cc i th tim n cha c ng thi g phc tp, Dr Thanh vn tip tc duy tr vic p dng mc gi cao i vi c sn phm c v khng ng. Tnh gi cao m bo li gp trn n v sn phm mc cao nht, chi nhiu cho vic khuyn mi nhm thuyt phc th trng v li ch sn phm ngay c vi gi cao. Hot ng khuyn mi mc cao cn nhm tng nhanh nhp xm nhp th trng.

3.

Phn phi (Place) 3.1. Mng li phn phi hin ti:

a. Dr Thanh chnh thc c tung ra th trng vo ngy 22/12/2008 v c phn phi rng ri trn ton quc song tp trung u tin thnh ph H Ch Minhv cc a phng ln cn. Thi im u, THP tn dng mng li phn phi c sn ca tr Xanh khng cho sn phm mi Dr Thanh, y l mt li th ln cho mt sn phm mi ra mt nh Dr Thanh. Tnh hnh phn phi theo thng k ca bo Cng Thng, ch sau 3 thng tung ra th trng, tr tho mc Dr Thanh c ng ongi

22

Marketing Mix sn phm tr tho mc Dr Thanh ca tp on Tn Hip Pht.

tiu dng n nhn, sn phm c s tham gia ca 300 nh phn phi, hn 2.000nhn vin v 1.000 xe ti tham gia chuyn ch. b.Xu hng pht trin Dr Thanh l mt sn phm mang tnh i tr bi khch hng mc tiu nhm n l mi la tui, mi tng lp, chnh v vy trong tng li sn phm Dr Thanh vn tip tc p dng chin lc phn phi rng khp sn phm Dr Thanh c th c mt tt c mi ni t nng thn n thnh th, trong hu ht c i l, siu th bn bun, bn l. 3.2. nh gi hiu qu phn phi Vi vic p dng chin lc phn phi nh vy, sn phm Dr Thanh caTHP t c kh nhiu thnh cng, iu ny c chng minh bng s c mt casn phm hu ht mi ni, t sn lng 300.000 chai/ngy n nay tp on nngsn lng ln 600.000 chai/ngy nhng cng ch p ng c 25% nhu cu s dng.ng thi phn phi i vi Dr Thanh tr thnh mt trong 3 king cho nhn hiu ny bn cnh truyn thng v sn phm. 3.3. M t v nh gi cc thnh vin ca knh phn phi Dr Thanh l sn phm mi ca tp on Tn Hip Pht c tung ra vi thamvng tr thng hiu quc gia, vi sn phm con cng ny, THP s dng nguynmng li phn phi ca tr xanh khng cho Dr Thanh, l hu ht cc ca hng,i l, siu th trn ton quc . 3.4.Hiu qu s dng vt phm xc tin ca cc nh phn phi Cc nh phn phi cho sn phm Dr Thanh s dng kh nhiu vt phm xctin hay cn gi vt phm khuyn mi trong n tng v c ngha nht l nhng chic m bo him vi mu ca bao b Dr Thanh. Ra i khi chnh ph bt u raquyt nh bt buc i m bo him, chnh v th vic s dng vt phm xc tin l m bo him mang mu sc, logo Dr Thanh khng ch c tc dng khuch trng qung co hnh nh ca nhn hiu m cn th hin s ng gp vo cc s kin x hi c nghaca Dr Thanh ni ring v tp on Tn Hip Pht ni chung. 3.5.Trng by ti cc im bn v vn ha ca hng C th thy r c im khc bit rt d nhn ra trong cc hng trng by Dr Thanh siu th cng nh cc i l ln, chnh l mu rt ni bt, cc sn phm c trng by gn gng, trang nh v p mt vi nhiu tng. Nu nh giai on u xut hin cc gian hng ca Dr Thanh c trng by vi phong cch c knh ging hnh nh cung vua thi phong kin th cng v sau phong cch trng by ca nhnhiu ny hng ti s tr trung, thoi mi hn. 23

Marketing Mix sn phm tr tho mc Dr Thanh ca tp on Tn Hip Pht.

4.

Xc tin hn hp (Promotion) 4.1.Cc hot ng truyn thng xc tin in hnh trong ngnh:

Cc doanh nghip ang tip tc y mnh hot ng qung co, khuyn mi,khuych trng thng hiu nng cao sn lng tiu th, tng cng cng tc u t,y nhanh tin cc d n. 4.2.Cc hot ng truyn thng xc tin ca Dr Thanh: Trong lc kinh t suy gim, nhiu doanh nghip chn cch tit gim chi ph, trong c chi ph qung co h gi thnh, nhng Tp on Tn Hip Pht (THP Group) lm ngc li, u t kh ln cho vic sn xut v qung b sn phm mi l tr tho mc Dr Thanh. y l mt cch lm to bo v c o, v th chng ti nh gi cao cch xy dng thng hiu ca THP Group l nh gi ca ng Nguyn Vn HngPh Ch tch kim Tng th k Hip hi Ru bia v nc gii kht Vit Nam. Tuy nhin, u t cao vo vic qung b thng hiu sn phm cng ng ngha vi vic phi i mt vi tht bi nng n. ng trc thch thc mo him , THP Group nghin cu k lng cho ra cc hnh thc qung co n tng. Khng c thng tin trong nh ca THP v chi ph qung co cho Dr Thanh, nhng nhn qua cng c th thy , i gia THP chu chi nh th no. Qung co vi tn sut lin tc trong my thng tri, lin tc v lin tc trn truyn hnh. Ch tnh ring chi ph qung co trn truyn hnh ca Dr Thanh, THP cng phi tr mt khon tin khng khip lm ri, cha tnh n cc knh truyn thng khc cng nh cc chng trnh. i cng vi qung co l chin dch truyn thng 360 . Ngay c trong cuc hi tho Vietnam Marketing Conference 2009 ,trong bi pht biu khai mc ca ng, ta cng c th thy hnh nh ca Dr Thanh c khc ha mt cch r nt vi nim t ho v sn phm. l cc on phim qung co dnh cho sn phm tr tho mc Dr Thanh vi nhn vt chnh l Dr. Thanh Tng gim c ca tp on THP Group ph sng lin tip trn truyn hnh, cc s-ri bi vit trn nhiu t bo uy tn nng cao ting vang v khng nh uy tn ca thng hiu mi ny. Chnh ng Trn Qu Thanh, gim c THP tha nhn rng truyn thng ng mt vai tr c bit trong vic kch thch qu trnh a sn phm n tay ngi tiu dng. S xut hin vi mt dy trn cc phng tin truyn thng ca sn phm tr tho mc Dr Thanh lm dy ln s t m, s quan tm, th v ca d lun. V th, thnh cng ca tr tho mc Dr Thanh chnh l s kt hp ca nhiu gii php.

24

Marketing Mix sn phm tr tho mc Dr Thanh ca tp on Tn Hip Pht.

4.3. Cc chng trnh qung co thng mi THP rt mt ngun vn khng l vo hot ng truyn thng cho sn phmDr Thanh vi vic thc hin truyn thng 360 o . Ch tnh ring cc chng trnh qungco thng mi, t thi im bt u tung ra th trng, Dr Thanh c mt khi lngkh ln cc loi qung co trn v s cc phng tin nh i truyn hnh, bo ch, poster v banner, xe ti.c bit phi k n vic qung co thng qua ti tr nhiu skin ln nh Asian Indoor Games 3 c t chc ti Vit Nam, ti tr pht sng bng Ngoi hng Anh trn VTC. Trong v s phng tin trn th c v nh qung cotrn truyn hnh c Tn Hip Pht s dng thng xuyn nht cho sn phm Dr Thanh ca mnh. Tnh n thi im cui thng 10 nm 2009, Tn Hip Pht tung hn nm clip qung co thng mi ln sng truyn hnh v c di trn di 30s nh qungco vi ni dung ng y hong triu, qung co tru vng K Su, qung co vi bi ht Dr Thanh xut hin dy c trn truyn hnh.Tnh n thi im thng 10/2009, nhng qung co ca Dr Thanh vn tip tc xut hin dy c trn cc knh truyn hnh vi s i mi qua tng clip qung co. Nm ngoi, Tn Hip Pht nm trong s 5 cng ty qung co mnh nht ti Vit Nam v h tip tc tng chi ph qung co ca mnh trong nm 2009. 4.4. Qung co hp tc gia nh phn phi v nh sn xut C th khng nh mt trong ba chn king vng chc to nn v th cho Dr Thanh cho n by gi l truyn thng, sn phm v phn phi. THP rt bit cch khai thc mng li phn phi cho a con cn g Dr Thanh ca mnh. Khng ch mnh trong chin dch phn phi rng khp, THP cn tn dng rt hiu qu cc nh phn phi ca mnh thc hin truyn thng cho sn phm Dr Thanh. C th thy r iu ny qua cc hnh nh Dr Thanh c gn trn cc xe ti v n chuyn ca cc nh phn phi,i l, siu th 4.5. nh gi v hiu qu truyn thng ca Dr Thanh C th thy cc hot ng truyn thng ca Dr Thanh pht huy hiu qu ng k. Gi y ngay c tr con cng thuc lng slogan v bi ht ca qung co Dr Thanh. Khi ni n cm t thanh lc c th hu ht mi ngi u hnh thnh ngay trong u hnh nh ca Dr Thanh. Dr Thanh tng lng sn phm cung ng ra thtrng nhng cng ch p ng c 25% nhu cu s dng. Bng nhng hng i ph hp vi mt quyt tm u t cao cho nhnhiu mi, nn ci tn Dr Thanh n thi im ny tuy l dng sn phm sinh sau, mun trong ngnh nc gii kht Vit Nam nhng nhanh chng chim c th trng vi tng trng v nhn bit kh cao. 25

Marketing Mix sn phm tr tho mc Dr Thanh ca tp on Tn Hip Pht.

4.6.Thng ip mi nhn Concept a ra c gi tr ct li ca sn phm v ht sc r rng vi ngi tiu dng : Nng trong ngi, ung tr Dr Thanh, v ngay c n 1 a b cng bit n concept ny. Dr Thanh l mt v d rt hay cho "chin lc np gc th trng" trong th trng nc gii kht, h tung ra mt sn phm mi, qung co tht honh trng mkhng s l v thc t sn phm ca h khng i u trc tip vi cc ng ln nh Cocacola, Pepsi m nh vo nhu cu mun c bo v sc khe v s dng mt thc ung c li cho sc khe kiu nh mt phng thuc cha bnh nhng li mangtnh cht l nc gii kht vy. 4.7.Chin lc xc tin: S dng cc knh thng tin nhm thng ngi tiu dng : TVC, We b, cc chng trnh ti tr, kt hp YanTV, xe but...vi ni dung quen thuc: Thanh lc c th khng lo b nng.

26

Marketing Mix sn phm tr tho mc Dr Thanh ca tp on Tn Hip Pht.

CHNG 3 GII PHP V XUT HON THIN MARKETING MIX CA SN PHM TR THO MC DR THANH
I. Phn tch SWOT

M hnh SWOT 1. im mnh

Tn Hip Pht l mt thng hiu nc gii kht ln th trng ni a Tn Hip Pht l doanh nghip C nhiu nhiu thng hiu ung nh : Tr xanh Khng , Tr tho mc Dr Thanh, Sa u nnh Soya Number 1, Tr xanh c ga Ikun... V iu cng cn phi ghi nhn l trong s cc DN nc gii kht, t c DN no c kh nng v c tc cho ra i cc sn phm mi nhanh v nhiu nh Tn Hip Pht trn th trng vi cc dng sn phm mang tnh c trng, khc bit cc sn phm c ngun gc t thin nhin, c li cho sc khe ngi tiu dng.

27

Marketing Mix sn phm tr tho mc Dr Thanh ca tp on Tn Hip Pht.

To c im khc bit ha v lun l ngi i tin phong trong ngnh vi nhng sn phm ln u tin xut hin Vit Nam nh tr xanh 0 , tr tho mc Dr. thanh v cht lng sn phm cng nh bao b mu m. Mi dng sn phm ra i, Tn Hip Pht lun m bo mc cao nht v cht lng v v sinh an ton thc phm. Tn Hip Pht cho ra i cc sn phm cht lng cao khng nh c v tr ca mnh trn th trng bia & nc gii kht vi cc thnh tch t c: Chng ch H thng qun l cht lng ISO 9001-2000 vo thng 3/2000, Chng nhn tch hp ISO v HACCP y trong lnh vc thc phm bao gm: H thng qun l cht lng theo tiu chun ISO 9001:2000, H thng qun l mi trng ISO 14001:2004 v H thng qun l v sinh an ton thc phm theo tiu chun HACCP do t chc chuyn ngnh uy tn quc t Det Norske Veritas gim st v chng nhn vo thng 10/2006; v rt nhiu gii thng khc. Chnh v vy, sn phm ca Tn Hip Pht nhanh chng chim c s tin dng ca khch hng, k c nhng khch hng kh tnh nht. Nhng kt qu trn khng nh quyt tm cao ca Tn Hip Pht trong vic hon thin v ci tin h thng sn xut kinh doanh v qun tr doanh nghip. C h thng dy chuyn cng ngh sn xut hin i , ngun nhn lc di do, cc nh qun l c tm nhn xa. n nay, Cng ty TNHH TM-DV Tn Hip Pht t ho l mt trong nhng n v trong nc s hu nhiu cng ngh sn xut, dy chuyn hin i bc nht Vit Nam nh dy chuyn chic lnh v trng Aseptic, dy chuyn sn xut c nhng bc pht trin mnh m cng vi vic u t mnh m trong vic xy dng c s h tng, my mc trang thit b hin i v tr s iu hnh, qun l ti tnh Bnh Dng, Cng ty Tn Hip Pht ( gi tt l Tn Hip Pht ) u t rt nhiu ti chnh v cng sc u t mt trong nhng dy chuyn sn xut bia v nc gii kht hin i nht ng Nam , to cng n vic lm cho nhiu lao ng a phng. Hin THP Group c khong 3.000 nhn vin, trong c chng 1.000 c nhn i hc, thc s v tin s trn 10 ngi. H s dng nhiu chuyn gia nc ngoi n t M, chu u, c, Singapore, Philippine, Thi Lan, Malaysia, n , Trung Quc. Ban qun tr c nng lc,tham vng v tm nhn c kh nng iu hnh, sn xut v qun l hiu qu cng h thng phn phi rng khp t Bc ch Nam. Tn Hip Pht cn l Doanh nghip Vit Nam u tin dt chng nhn tch hp Iso v HCCP y nht trong lnh vc thc phm bao gm: H thng qun l cht lng theo tiu chun ISO 9001-2000. H thng qun l cht lng theo tiu chun ISO 14001-2004. H thng Qun l V sinh An ton Thc phm theo tiu chun HACCP Sn phm Dr. Thanh l mt trong nhng sn phm to c s khac bit so vi cc sn phm gii kht khc. y l thc ung gii kht nhng c li cho sc khe. Tr tho mc Dr. Thanh c tc dng tch cc vi chc nng gan, kh nng chng xy ha cao, i vi h thn kinh trung ng, ung tr Dr. Thanh hng ngy lm tng kh nng nhn thc v ghi nh, ng thi khi lng, kh nng ch v tc x l thng tin tng. V cm gic ch quan, ung tr Dr. Thanh hng ngy khin ngi dng c cm gic tnh to, hot bt, mt mi, ng ngon v n ngon hn. 28

Marketing Mix sn phm tr tho mc Dr Thanh ca tp on Tn Hip Pht.

2.

im yu

Mi ch tp trung th trng trong nc,cha xut khu sn phm do vy thi trng tiu thu cha rng ln lm. Chi ph cho hot ng pht trin sn phm v cc hot ng truyn thng rt ln, c tnh hng triu USD vo th trng truyn thng. i hi cng ty phai c tim lc ti chnh mnh. do vy chin lc truyn thng chi bng n trong mt thi gian ngn sau vt tt. Cc chin lc sn phm mi phn no gy nh hng n cc dng sn phm tn ti trn thi trng ca Tn Hip pht. Khi tp trung u t cho Dr. Thanh , Tn Hip Pht phn no l l trong khu truyn thng cc sn phm i trc nh nc tng lc NumberOne, Fruit tea v lm cho khc hng cng qun i sn phm trc. Chin dch truyn thng cho Dr Thanh c THP thc hin rt bi bn vi cc knh a dng. Tuy vy, chin dch vn ch yu khai thc cc knh truyn thng nh truyn hnh, radio, bo in, bin qung co m cha tn dng cc knh qung co hin i nh Internet. Lc c c mt vi bi PR online cho Dr Thanh, ch yu l t hng cc hot blogger nn khng to c du n r nt vi cng ng trc tuyn. Nu ng tr tho mc l sp dnh cho mi lc tui, th vi hn 20 triu ngi truy cp Internet, Dr Thanh b qua mt cng c hu hiu trong chin dch truyn thng thng hiu. 3. C hi

Kh nng chim lnh th phn ngy cng tng nh li th ngi dn u trong vic khai ph th trng nc gii kht khng gas c ngun gc t nhin. ng trc nhu cu tiu th sn phm nc khng gas tng gn 30% mi nm, vi hn 50% ngi tiu dng thnh ph ang chuyn dn sang cc loi nc t nhin, t ngt trong khi sn phm nc c gas ang dn bo ha th sn phm Dr. thanh c mt c hi r rt . Bn cnh cc chng trnh ngi Vit Nam dng hng Vit Nam tc ng n thi quen ngi tiu dung lm tng li th ca Dr. Thanh so vi cc sn phm nhp khu. Do vy, khng ngc nhin khi nm va ri, tr xanh Khng l thng hiu pht trin nhanh nht vi mc tiu th c lc tng ti 190%. C hi tr tp on ln mnh dn u kinh doanh v sn phm ung, c bit l cc sn phm t thin nhin c li cho sc khe . c th thc hin c hoi bo: Tr thnh tp on hng u Chu trong 3 lnh vc kinh doanh chnh: thc ung, thc phm n lin, bao b nha 4. Thch thc S xut hin ngy cng nhiu ca cc i th cnh tranh, sn phm thay th phong ph, cng vi s n theo, bt chc v sn phm xut pht t nh hng rt ngn vng i sn phm ca Tn Hip Pht gy nn, i mt vi nguy c st gim doanh s ca cng ty 29

Marketing Mix sn phm tr tho mc Dr Thanh ca tp on Tn Hip Pht.

Th trng c sc cnh tranh d di nht s l th trng nc gii kht c li cho sc kho. Tuy nhin, d b cnh tranh d di nhng do sc tng trng mnh m ca th trng nn cc doanh nghip trong ngnh u c c hi tng trng. Ni n i th cnh tranh bt k doanh nghip no khi thm nhp th trng nc gii kht u phi n Coca cola v Pepsi. Hai ng ln ny va c tim lc ti chnh, va c uy tn thng hiu, va rt mnh trong qun l marketing, qun l bn hng li tri nghim dy dn Vit Nam. Tuy nhin, Tn Hip Pht hon ton c th lch qua khe hp l nc gii kht c li cho sc kho khi nh vo im yu ca Coke ln Pepsi ti th trng Vit Nam khi khng ch trng n phn khc gii kht sc kho. Tuy nhin, cuc chin s tr nn rt khc khi chin lc ca Coke v Pepsi thay i hng n sn phm thc ung c li cho sc kho m h vn cng rt mnh ti cc th trng pht trin Nguy c v kh nng tht bi hay s thnh cng ngn ngi ca Dr. Thanh c th to ra cho i th chim lnh th trng Chi ph cho cc hot dng Marketing ln c th nh hng n c hi u t khc ca cng ty c bit l truyn thng. Tn Hip Pht ting hnh qung co 360 trn hu ht cc knh. Vi chin lc marketing hiu qu, hnh nh chai tr tho mc Dr Thanh c sc nh hng mnh m n b phn ln ngi tiu dng, ch yu l lp tr vi t duy hin i v iu ny em li cho tp on Tn Hip Pht doanh thu khng h nh vi li th l ngi i u (first mover) trong lnh vc thc ung gii kht khng gas c chit xut t thin nhin th trng Vit Nam.

30

Marketing Mix sn phm tr tho mc Dr Thanh ca tp on Tn Hip Pht.

II.

Nhng hn ch tn ti trong qu trnh Marketing mix sn phm tr tho mc Dr Thanh

1. Tr tho mc Dr Thanh c thc s thanh nhit gii c khng ?

Theo qung co ca tr Dr Thanh, thnh phn chnh ca tr hon ton ly t 9 tho dc qu trong thin nhin v c chng minh lm sng. Nu thng xuyn ung v ung nhiu s gim c nhiu bnh ca c th v kh nng thanh lc c th cao. Tuy nhin, hin nay cha 1 c s y t no ca Vit Nam dm ng ra cng nhn hiu qu thanh nhit gii c ca tr Dr Thanh. B Y t cho rng, c rt nhiu loi tho dc c li cho sc khe, v c tc dng theo ng y l thanh nhit, gii c. Nhng khi cc tho dc c chit xut v a vo trong mt chai nc c s dng ng tinh ch th cn phi a ra mt s lu cho ngi tiu dng. Theo khuyn co chung ca Vin Dinh dng th lng ng tinh ch trong mt ngy ca mt ngi khng nn vt qu 40g. Mt s nghin cu cng ch ra tc hi khi s dng lng ng tinh ch qu nhiu, lin tc s gy nguy c khng insulin, gim chc nng ca insulin tuyn ty, v tng nguy c mc bnh bo ph v bnh ri lon chuyn ha, mt s bnh mn tnh khng ly. Cn c vo nhng cng b ca nh sn xut tr Dr Thanh, dng sn phm ny s rt c li cho sc kho. Ngay trn v chai, nh sn xut khng ngn ngi tuyn b vi ngi tiu dng: "ung cng nhiu cng tt. Cn TS Mai th khng nh, cc loi tho dc vi hm lng t i trong mi chai em hiu qu thanh nhit", "thanh lc, ngi tiu dng phi dng khong 7 8 chai mt ngy (mi chai l 500 ml), tng ng vi 4 lit. Tuy nhin, khi ung cng nhiu nc gii kht tho mc ngt c cha ng tinh ch th lng ng vo trong c th bn s cng tng v rt c th s gp phn sinh thm bnh v lng ng nhiu, lu di s l tin sinh cc bnh mn tnh khng ly, c bit l bnh bo ph v ri lon chuyn ha. Mt khc, theo kin nhiu nh tiu dng, c th l cc sinh vin m nhm kho st th c ti % khng ng tnh vi hiu qu thanh lc, lm mt ca tr Dr Thanh. 2. Cht lng cc sn phm ca Tn Hip Pht Thng 2-2009 s y t Bnh Dng pht hin khong 26,1 tn nguyn liu qu hn s dng ti Tn Hip Pht. n cui thng 5-2009 i qun l th trng Tp.HCM pht hin tip tc 26,5 tn nguyn liu qu hn s dng trong 3 container qun Bnh Thnh vi a ch l cng ty Tn Hip Pht. V gn y l s xut hin lin tc nhng sn phm b li ca Tn Hip Pht vi s lng khng t. y l nhng hnh nh c ngi tiu dng ghi li:

31

Marketing Mix sn phm tr tho mc Dr Thanh ca tp on Tn Hip Pht.

V cu hi c t ra l: Nhng container nguyn liu ht hn c c thc s tiu hy hay tip tc c dng sn xut ? Mc d c bo ch minh oan vi ngy sau nhng vn li trong ngi tiu dng nhng hnh nh khng my tt p v tn sut xut hin sn phm km cht lng gn y cng khin cho uy tn ca Tn Hip Pht ngy cng gim st nghim trng. 3. Thng hiu Dr Thanh l hng o ? Vo nm 2009, xut hin 1 on clip so snh cc im ging nhau n tng chi tit qung co tr tho mc Dr Thanh vi tr Wang Lao Ji thuc tp on Chie Meei

32

Marketing Mix sn phm tr tho mc Dr Thanh ca tp on Tn Hip Pht.

ca Trung Quc : Mc d cha xc nh c ai bt ngun t ai, nhng khch hng mc tiu ca tr tho mc Dr Thanh gii tr phn ng d di vi thng tin ny v cho rng tr tho mc Dr Thanh l hng Trung Quc sn xut ti Vit Nam. Sau , tp on Tn Hip Pht cng ko gii thch v s c ny.

33

Marketing Mix sn phm tr tho mc Dr Thanh ca tp on Tn Hip Pht.

III. Biu th hin kt qu kho st thu c:

34

Marketing Mix sn phm tr tho mc Dr Thanh ca tp on Tn Hip Pht.

IV. Gii php hon thin Marketing Mix cho tr tho mc Dr Thanh
Sn phm: - y c th coi nh l vn quan trng nht ca Dr. Thanh v ang c bn tn rt nhiu l v hng v ca sn phm. Theo kt qu ca nghin cu th tr Dr. Thanh hi kh ung, khng ngon v khng ph hp vi khu v ca nhiu ngi. iu ny s lm gim lng khch hng s dng Dr. Thanh. Do , Doanh nghip nn c nhng chin dch th nghim sn phm nh l cho mi ngi ung th t thu thp kin v mi v sn phm, tm ra nhng s thch v mi v sn phm m c a s chp nhn. Vic ny nn trin khai i vi nhm khch hng mc tiu chn. iu ny cha c Dr. Thanh ch quan tm nhiu. Bn cnh , doanh nghip nn tin hnh nghin cu c th a ra thm mt s mi v khc ph hp vi nhiu ngi hn. - Tip theo l vn v bao b sn phm. Bao b ca Dr. Thanh vi mu c trng c nhiu ngi nh gi l khng ph hp hay i ngc li vi mc tiu m sn phm hng ti, l thanh lc c th, khng lo b nng. iu ny s lm cho nhiu ngi cm thy phn cm khi ang c nhu cu gii nhit th li p ngay vo mt l mu nng lc. Chnh v th m Tn Hip Pht nn gii thch r v ngha ca mu sc m mnh la chon cho ngi tiu dng h hiu r v n nhn sn phm mt cch d dng hn. V d nh: theo quan nim ca ngi phng ng th mu l mu ca may mn, hnh phcNgoi ra c th kt hp mu ch o vi mu sc khc gip sn phm bt mt hn m khng to cm gic nng cho ngi mua. - Bn cnh , Tn Hip Pht khi a ra Dr. Thanh khng ch r cho khch hng ca mnh v ngun gc v xut s ca nhng nguyn liu s dng khin nhiu ngi cn m h v gy tm l nghi ng. Vic ny c th gii quyt bng cch Tn hip Pht c th a ra cc chng trnh qung co trn TVAd gii thiu v nhng vng trng nguyn liu trong nc m h nhp t ch bin sn phm. ng thi cho mi ngi bit v cng ngh ASEPTIC m mnh s dng tng nim tin ca khch hng v sn phm. Gi: Giai on u khi THP tung ra Dr. Thanh s dng chin lc gi ht vng chp nhong. Chin lc ny s nhanh chng mang li li nhun cao cho doanh nghip. Nhng iu ny cng t ra nhiu thch thc cho doanh nghip khi c cc i th cnh tranh nhy vo vi nhng mc gi thp hn. Chnh v vy m Doanh nghip nn a ra nhng kiu ng chai nh hn y mc gi xung thp c th s

35

Marketing Mix sn phm tr tho mc Dr Thanh ca tp on Tn Hip Pht.

dng chin lc gi cnh tranh i vi nhng i th hin ti v sp ra nhp th trng. -Cng ty c th tin hnh nghin cu tin hnh trng th nghim mt s loi nguyn liu m nu thnh cng c th gim bt lng nhp khu nguyn liu gip h gi thnh sn phm.T c th kch thch c s tiu dng sn phm.

Truyn thng-xc tin hn hp: V c bn hot ng truyn thng ca THP t c thnh cng.Song THP c th thay i cc chng trnh qung co ca mnh trn tivi, nhng nhng qung co ny vn phi hng ti nhng i tng l khch hng mc tiu ca mnh, gii thch r c cng dng ca sn phm. ng thi, doanh nghip cn tng cng hn na cng qung co khc su vo tm tr khch hng, h c n tng su sc v chng trnh qung co mi v lm m nht dn n tng v nhng qung co c v t s c th dn dn xa c nhng quan nim khng tt. Ngoi ra doanh nghip nn y mnh qung co trn mng internet,do hin nay gii tr s dng internet ngy cng nhiu, thng tin trn internet lan truyn rt nhanh.y c th l c hi cho cng ty qung b hnh nh cng nh sn phm n vi ngi tiu dng nhanh hn m hiu qu cao. - V hot ng PR: Hnh nh bo tr ca Dr. Thanh l tin s Trn Qu Thanh, ng hu nh ch c bit n trong gii kinh doanh. i khi nhng khch hng s dng sn phm nhng li khng bit ngi m c in hnh trn nhn chai hay ngi m c gi l bo tr cho sn phm l ai. T h cng s ny sinh nhng nghi ng v sn phm cng nh cht lng ca n. iu s gy cho doanh nghip nhng kh khn v thit hi tng i ln. V vy m ngi gim c cng ty cng nn c nhng ng thi nhm qung b hnh nh ca mnh cng nh hnh nh ca ngi bo tr cho Dr. Thanh. ng nn tham gia vo cc hot ng ti tr cng nh tnh nguyn ca Doanh nghip, tham gia tch cc hn vo cc bi pht biu, ti thm mt s a im phn phi ca Dr. Thanh mi ngi bit n hnh nh ca ng, nhn bit r nt i vi hnh nh bo tr ca thng hiu. Vi vai tr l mt sn phm c li cho sc kho,cng ty c th tham gia vo cac chin dch tuyn truyn nhm nng cao nhu cu bo v sc kho ca ngi dn.

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Marketing Mix sn phm tr tho mc Dr Thanh ca tp on Tn Hip Pht.

Kt lun
Mc tiu ca Tn Hip Pht khi khai sinh ra Dr. Thanh khng ch l thu c li nhun trn vn u t cao m cn l danh ting v hnh nh ca cng ty v mt sn phm thng hiu m bo cht lng, uy tn v c tn nhim cao trn th trng. Tn Hip Pht mong mun trong tng lai khng xa khng ch chim lnh phn ln th trng trong nc m cn vn xa hn sang cc nc chu , Hoa K v chu u trong xu hng pht trin chung ca kinh t th gii. Nhng thu nhn c nhng thnh cng ln hn na th doanh nghip cn phi thc hin trit nhng mc tiu cng nh chin lc ra. ng thi bm st th trng v nhng khch hng mc tiu m mnh chn c th a ra nhng thay i,ci tin sn phm ph hp vi nhu cu ca khch hng.C nh vy mi m bo hon thnh c mc tiu m cng ty ra.

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