GII THIU V SA CHUA PROBI TRONG GIAI ON GII THIU Sa chua Vinamilk Probi l sa chua cha men sng

Probiotic gip tng cng h min dch cho c th. Sn phm c gii thiu ra th trng u nm 2010, l sn phm sa chua dng n, b sung thm dng sn phm sa chua ca Vinamilk, trong trc nm 2008 cng c sa chua ung Probi c Vinamilk gii thiu. Men sng Probiotic trong Sa chua Vinamilk Probi s b sung trc tip 01 t nhng li khun cho ng rut, lm c ch nhng vi khun c hi, gip tng cng kh nng min dch. y l sn phm c chc nng hon ton mi trong h thng sa chua ca Vinamilk. Vi mt th phn ln 93% th Vinamilk ang dn u th trng. Trong mc s dng sa chua c ng chim v tr cao nht l 31.28%, sa chua tri cy chim 22.27%, tip n l sa chua du chim 18.01%, cc loi sa chua khc nh sa chua nha am th chim 11.37%, Sa chua Probi chim 9% v thp nht l sa chua khng ng ch chim 8.06%. iu ny chng t sn phm sa chua c bn rng ri v nhiu ngi bit n. Sa chua Probi chim 1 th phn nh nh vy l v sn phm ny cn mi, l vi ngi tiu dng. Hin ti Probi l sn phm mi nn Vinamilk nh gi cao hn cc sn phm quen thuc m khch hng chn v lng tin, a thch, thi quen tiu dng, ph hp vi ti tin. Vy vi nhng yu t trn Probi vn cn l sn phm nm trong giai on pht trin v cn phi tng cng nhiu gii php Marketing c th m rng th phn v tc ng mnh n tm l ca ngi tiu dng v sn phm mi ny.

I. 4P (PRODUCT PRICE PLACE PROMOTION) 1.Product 1.1.Cng dng Sa chua Vinamilk Probi mi c b sung Probiotic gip tng cng kh nng min dch, c th lun khe mnh, khng mc phi nhng bnh vt thng thng v lun trn y sc sng. Men sng Probiotic trong Sa chua Vinamilk Probi s b sung trc tip hng t nhng li khun cho ng rut, lm c ch nhng vi khun c hi, gip tng cng kh nng min dch. Probiotics l tn gi chung ch nhng li khun c ch cho c th. Nhm vi khun c li ny c h khu thng tr trong ng rut ca con ngi, lm nhim v trung ha h vi khun ng rut, c ch hot ng ca cc vi khun gy hi, gip nng cao min dch cho ton c th. Probiotics c tr trong rut cn c chc nng dinh dng, tiu ho c carbohydrat, tinh bt, cc ng n i trng, tng hp cc vitamin v cc acid bo, v c tc dng iu ha chc nng tiu ho c li cho c th nh chng nn tr, y bng v to bn. Vic b sung li khun Probiotics vo cc hp sa chua n l mt cch t nhin v hiu qu nht nng cao min dch cho c th, bo v sc khe cho con ngi. Vi nhiu nc pht trin nh M, Nht, cc quc gia chu u, sn phm sa chua n b sung Probiotics xut hin trong thc n hng ngy ca ngi dn t rt lu. Vic ch bin nhng mn n c cha li khun Probiotics nh sa chua men sng c hnh thnh nhen nhm t hng nghn nm trc. Vit Nam, ch thi gian gn y cm t li khun Probiotics mi c nhc n mt cch thng xuyn v y . Trn th trng cng bt u xut hin cc sn phm c cha li khun Probiotics nh sa chua Probi mi ca Vinamilk, c b sung hng t li khun, gip tng cng min dch cho c th. Sa chua li khun l mt sn phm mi trn th trng Vit Nam v th y l li th cnh tranh ca Vinamilk khi tung ra sn phm sa chua Probi. Sa chua Probi l loi sa chua c nhiu cng dng, ngoi nhng cng dng thng thng nh cc sa chua khc mang li nh p da n cn gip li

khun, d tiu ha, tt cho ng rut v th y l im ni tri ca sn phm so vi cc sn phm khc, gip cho khch hng quan tm v la chn. Sa chua Vinamilk Probi ph hp cho tr bt u c ch n ung a dng. Sa chua Vinamilk Probi c th s dng c ch ph n mang thai nh mt phn trong ch n ung thng ngy nhm b sung tng cng sc khng v min dch cho c th. Sa chua Vinamilk Probi l la chn tt dnh cho nhng ngi khng chu c sa, v nguyn nhn chnh ca tnh trng ny chnh l trong sa c ng lactose, nu rut non khng c men latase "ct" lactose thnh ng glucose, hoc do l t nh khng c ung sa, nay bt u ung th dy chuyn chuyn ha ng lactose khng vn hnh c tt. Sa chua l gii php thch hp nht, v men trong sa chua bin thnh dng d tiu ha ri. 1.2.Bao b: Sa chua Probi c Vinamilk hin by bn trn th trng di hnh thc 4 hp/V ging nh nhng loi sa chua khc, rt tin li cho vic s dng. Hinh thc bn ngoi c trnh by c in ch Probi bn trn bao b ng thi cho ngi tiu dung bit cng dng ca sn phm l b sung li khun cho h tiu ha. Cch bao bi ny nhm vo tm l ca ngi tiu dung hay t m v cng dng ca sn phm mi, ng thi to nn s khc bit vi cc sn phm sa chua khc cng dng. Vic in n trn hp th hin tiu ch v chiu th, gip khch hng d nhn dng sn phm v c th ct gim cc chi ph marketing khc. Trn hp c in thng hiu Vinamilk v cc thnh phn cu to nn sa chua Probi. Ngoi ra cn c in ch KHNG CHT BO QUN. iu ny gp phn lm nn tm l an tm cho khch hng khi s dng sa chua Probi. Trong giai on gii thiu, sn phm c bao b p, n gin, d nhn c vai tr xc tin cho hng ha. Ngoi ra bao b p ng c s i hi cao ca ngi tiu dng, mt sn phm cht lng cn phi tng xng vi mt bao b p. Hn na bao b in hnh Probi cn gip cng ty to dng hnh nh thng hiu v lm to ra s cm nhn tt cho sn phm. 1.3.Nhn hiu: Sa chua Probi c m bo bi thng hiu Vinamilk uy tn v cht lng do sn phm ny c th d dng i vo th trng vi tnh nng c bit ca n. Vic ra i sn phm sa chua Probi l sn phm mang tnh t ph v m ra mt khi nim mi (li khun) nh vo tm l v sc khe ca ngi tiu dng, ng thi em li cm gic th v cho khch hng. Sa chua Probi l sn phm t ph y tnh cnh tranh cao ca Vinamilk, l sn phm hon ton mi y sang to v mt thit k v cng dng. 2.Price

Gi l mt trong 4 bin s quan trng ca marketing mix. Gi ng vai tr quyt nh trong vic mua hng ny hay hng khc i vi ngi tiu th. i vi cng ty gi c v tr quyt nh cnh tranh trn th trng. Vic nh gi sn phm c ngha quan trng i vi doanh nghip v n nh hng trc tip n doanh s v li nhun. Trc ht ta cng nhn nhn li gi ca probi cng nh cc sn phm sa chua khc ca vinamilk: Sa chua Vinamilk Probi 4.300 VND/HP Sa chua Vinamilk Cam 3.120 VND/H Sa chua Vinamilk Nha am 4.300VND/H Sa chua c ng Vinamilk 3.700 VND/H Sa chua Du Vinamilk 3.800VND/H Sa chua tri cy Vinamilk 3.800VND/H Sa chua khng ng Kefir 3.800VND/H Sa chua Vinamilk Plus Canxi 3.640VND/H Sa chua SUSU c ng 3.000VND/H Sa chua SUSU Cam 3.000VND/H Sa chua SUSU Tri cy 3.000VND/H Sa chua SUSU Du 3.000 VND/H Nhn vo c cu gi sa chua vinamilk nh trn ta thy sa chua probi nm tp mc gi cao nht.Nh vy gi ca sa chua probi c nh nh th no?ti sao vinamilk li nh mc gi nh vy?Chng ta cng tr li hai cu hi ny thy c chin lc v gi ca sn phm mi tung ra th trng ny: Nh ta bit cc quyt nh v gi ca cng ty chu nh hng ca mt s yu t ni ti ca cng ty v ca mt s yu t bn ngoi. Nhng yu t ni ti nh hng n cc quyt nh v gi ca sa chua probi: Theo mt kho st ca t chc chuyn nghin cu th trng Euro Monitor, Vinamilk chim hn 80% th phn sa chua ti Vit Nam trong nm 2009. i din qun l ngnh hng sa chua Vinamilk (khng cho bit tn), cng a ra con s th phn 80% da trn kho st ca cng ty v sn lng tiu th. V mc tiu mc tiu marketing vinamilk nh gi sa chua probi nh vy nhm nhng mc tiu sau:

Th nht l nh gi cao ti a ha li nhun v y l sn phm mi c cng dng mi. Th hai l dn u v cht lng sn phm,iu ny th hin kh r khi sn phm ca vinamilk dn dn c nhiu hot tnh rt hu ch,c bit l loi sa chua mi ny,vi cng dng lm tng li khun trong ng rut.Do vic nh gi cao s lm cho ngi tiu dng tin dng. Cc yu t v chi ph nh: -Chi ph sn xut kinh doanh vi phn u t cho cng ngh cao lm i gi thnh ca sn phm ln rt nhiu -Chi ph nguyn liu u vo vi ngun bt sa nhp khu gi hay tng gim t ngt kh d on cng lm nh hng ti kh nng sinh li ca cng ty. -Chi ph bn hng l khon chi ph chim t l ln th hai trong gi sa, t 5%-27% gi vn, trong chi ph qung co, khuyn mi t 1% n 19,2%. Nhng yu t bn ngoi nh hng n cc quyt nh v nh gi: Th trng v nhu cu: Theo nh gi ca Cc Chn nui (B NNPTNT), t nay n 2020, th trng sa VN s tng trng mc 20-25%/nm, trong , sa chua l mt trong cc nhm sn phm tng trng mnh. Hin sa chua mi chim t trng khong 12-20% ton th trng sa, trong khi Chu u v nhiu nc trn th gii, con s ny l 50%.Nh vy cho thy th trng sa chua Vit nam hin nay cn rt ln,do mc cu sn phm s cao,vic a ra ngy cng nhiu loi sa chua vi nhiu cng dng mi s rt c tim nng.Vi vic a ra loi sa chua mi probi ny vinamilk hi vng s thu c ngun li nhun cao vi mc gi hp l vi mc cu ca sn phm hin nay.Bn cnh vi vic dn u th trng sa chua chim khong 80% c th cng nh hng n vic a ra mc gi kh cao ca probi,cho thy cht lng cng nh uy tn ca cc loi sa chua ca vinamilk vn l s 1trong tm tr ngi tiu dng. Uy tn v cht lng sn phm: Nhn t nh hng khng nh ti gi bn sn phm. Hin nay nhng sn phm sa Dielac - Vinamilk c cht lng quc t l iu bt buc vi sn phm dinh dng cho tr em v l quyn li ca ngi tiu dng VN Vi mt sn phm gi ni nhng cht lng c chp nhn c cc quc gia Chu u, Trung ng th ngi tiu dng hon ton c th tin cy la chn.Do

 vic nh gi ca probi khng c g nh hng xu n li nhun doanh nghip. Th hiu, tm l Th hiu, tm l gn lin gia gi bn vi cht lng sn phm cng gp phn lm tng gi sn phm. Khi nh gi bn Vinamilk tm hiu v phn tch k lng v khch hng mc tiu ca sn phm, m bo s thch ng gia gi c sn phm v kh nng chp nhn ca khch hng, ngoi ra cn tnh ton nhng tc ng vo tm l v phn ng ca khch hng. Gi ca i th cnh tranh cng nh hng khng km khng nhng cnhtranh cng ngnh m cn c cnh tranh khc ngnh. Khi m Vinamilkang c i th cnh tranh ng gm l Dutch Lady th khi quyt nhgi, cng ty cng c nhng d xt rt k lng ch ng i ph vi i th cnh tranh v th trng ng thi c c lng trung thnh ca khch hng. 3.Place H thng i l ca cng ty phn thnh hai loi, nhm cc sn phm v sa gm c sa c, sa bt... v nhm sn phm kem, sa chua, sa ti. Vi nhm sn phm v sa th phi gi cam kt khng bn bt k sn phm sa no khc. Vi nhm sn phm kem, sa chua, sa ti..: Cng ty ch trng m rng ri v khng hn ch ngt ngho v cc iu kin ca i l. Bi v y l cc mt hng bn trc tip n tay ngi tiu dng, tnh cnh tranh khng cao, khng phi l mt hng chin lc ca cng ty nn cng m rng h thng phn phi th sn phm cng c ph bin. Thng i vi i l, ty thuc vo v tr, a im bn hng m cng ty quy nh doanh s v thng cho i l theo qu, theo thng. H thng i l ca cng ty m rng v ph khp hu ht cc tnh min Bc, trung bnh mi tnh u c mt hoc hai i l chnh thc, thm ch c tnh c ti 7 i l chnh thc. Hn th na, ti mi tnh u c nhn vin tip th cm cht ti a bn, ngi ny ngoi lng chnh cn c thng theo doanh s bn hng ca cc i l. iu khuyn khch nhn vin m rng thm i l nh, bn l, a thng hiu ca cng ty len li khp mi ng ngch. C th ni h thng i l l mt trong nhng li th rt ln ca Vinamilk trc cc i th cnh tranh; tuy nhin vic qun l tt cc i l ny c bit ti cc tnh nh vng su vng xa li t ra mt thch thc rt ln i vi Vinamilk. Thc t, khng ch thnh ph m sn phm ca Vinamilk cn c mt tn nhng vng qu ca cc tnh l v a phn c bn trong ca hng tp ho. Nh vy, t khu vn chuyn cho n bo qun sa chua Vinamilk khng c m bo, th nhng nh sn xut li khng c 1

phng n no mi hn thay i hin trng, iu nh hng rt nhiu uy tn v lng tin ca khch hng vo nh sn xut. Hin cng ty c hai knh phn phi: phn phi qua knh truyn thng (220 nh phn phi c lp v hn 140,000 im bn l), thc hin phn phi hn 80% sn lng ca cng ty v phn phi qua knh hin i (nh h thng siu th, Metro ) h tr mng li phn phi ca mnh, VNM m 14 phng trng by sn phm ti cc thnh ph ln nh H Ni, Nng, TP H Ch Minh v Cn Th. H thng cc nh my sa c u t tri di nhiu a phng trong c nc. Vi 1.400 i l cp 1 cng nh mng li phn phi tri u khp ton quc vi 5.000 i l v 140.000 im bn l c kinh doanh sn phm ca Vinamilk cng nh ti cc knh phn phi trc tip khc nh trng hc, bnh vin, siu th Ngy nay th trng vit nam ch trng hn n s phc v hiu qu hng ha n tay ngi tiu dng nn cc nh phn phi trung gian lun lun c cho n v nhn c s quan tm nhiu hn t pha khch hng. in hnh l siu th c chn la mua sn phm nhiu hn vi 42.34% bi s cam kt v cht lng, gi c v cht lng dch v, k n l i l ca Vinamilk vi 24.82%, tp ha chim 25.90% v t l thp nht l ch. iu ny chng t siu th phn phi sn phm Probi tt hn v t ch s lng tin cy ca khch hng cao hn cc loi hnh khc. Nhng khng hn nh vy l m Vinamilk tng loi hnh phn phi,v nng cao v th tiu th sn phm ca i l, ch, tp hav gn gi vi ngi tiu dng hn v a dng ha cc loi hnh phn phi rng ri sn phm Probi. y mnh vic a sn phm sa chua Probi n tay ngi tiu dng th Vinamilk bng cch thng mc chit khu cao hn nu ly vi s lng ln, nu i l tiu th c qu mc hng quy nh m cng ty giao s c thng 0,5% trn tng mc hng m i l bn vt mc. Tr cp qung co v trng by: - Cng ty c th h tr khong 30% chi ph qung co, trng by cho cc trung gian phn phi. i vi hng tng, nh phn phi s c nhn mt lng hng min ph ( khng phi bng tin cho vic mua mt lng sn phm c th). V d: Khi nh trung gian t mua mt xe hng ln s c tng thm 02 thng. Chin lc trong giai on gii thiu cho Probi l s dng th mnh v i l v cc knh phn phi trung gian a sn phm n tay ngi tiu sung nhanh chng, m bo cht lng, gy n tng mnh m cho khch hng. 4.Promotion

Trong chin lc xc tin hn hp, Qung co c nh gi l mt phng sch c tnh cht chin lc t c hoc duy tr mt li th cnh tranh trn th trng. Hiu c tm quan trng ca Qung co trong chin lc xc tin hn hp ca mnh. Vinamilk qung b sn phm rng ri ti ngi tiu dng qua cc phng tin thng tin i chng: tivi trn knh htv7, tp ch,internet, poster. Vinamilk cng thng xuyn thay i cc ni dung , hnh thc qung co mi li ko s ch v quan tm ca ngi tiu dng. L mt cng ty chuyn sn xut cc hng ho, sn phm lm t sa, m ngun cung ng sa ch yu l t b nn hnh nh nhng con b c coi l hnh nh c trng, ct li trong mi clip qung co ca cc sn phm ca Vinamilk. Nhng i vi sa chua probi th vi tnh nng c bit ca n,vinamilk xy dng hnh nh tht c o l nhng dng s tiu dit nhng con vi khun ph hi ng rut,iu ny lm cho ngi tiu dng cm thy cng dng ca n tht l hu ch di vi cc bnh v ng rut. Chin dch tip th truyn thng a phng din nhm gip ngi tiu dng hiu r li ch ti, thun khit, n trc tip t thin nhin . Cng ty c i ng PR rt tt v giu kinh nghim. Tip ni truyn thng hot ng v li ch cng ng, Vinamilk s lun dnh mt khon tin ln cho cc hot ng t thin ca mnh. Cng ty c nhng chin lc tiu th sn phm ph hp vi tng thi im, tng vng, tng la tui i ng nhn vin bn hng n cn, nim n, giu kinh nghim, nng ng, gn lin li ch c nhn vi li ch ca cng ty. - Thc hin cc chng trnh dng th sn phm nhng ni cng cng: siu th, trng hc. -Bn cnh kinh doanh cng ty cn quan tm ti cc hot ng x hi, t thin nh: qu khuyn hc, ti tr v pht ng chng trnh t thin cho cc em nh, cc gia nh chnh sch neo n

Bng cu Hi Q1: Anh/ Ch tng s dng sa chua ca Vinamilk cha? C Khng

(C th tip tc bng cu hi, khng th dng li) Q2: Anh / Ch thng chn sn phm sa chua Vinamilk no? Sa chua tri cy Sa chua Probi Sa chua c ng Sa chua du Sa chua khng ng Sa chua khc....

Q3: Anh / Ch c bit hay c s dng sn phm sa chua Probi ca Vinamilk cha? C s dng (1) C bit nhng cha s dng(2) Khng bit(3)

((1): tip tc bng cu hi, (2):hi Q4 v dng, (3): dng li) Q4: Anh/Ch bit n sn phm sa chua Probi ca cng ty Vinamilk t u? Xem QC trn tivi C ng siu th c QC trn tp ch Ngi thn mua s dng Thy QC xe bus Bn b gii thi

Q5: Xin cho bit cm nhn ca Anh / ch v mi v sn phm sa chua probi ca Vinamilk? Rt hi lng Tng i hi lng Tm hi lng Khng hi lng

Q6: Anh / Ch c cm thy hiu qu m sn phm sa chua Probi li khun ca chng ti mang li cho Anh / Ch khng? Rt Hiu qu Cha hiu Qu Khng hiu qu kin khc: .. Q7: Theo anh/ch, mc gi hin ti ca sn phm sa chua Probi hp l cha? Rt hp l Hp l Cha hp l Hon ton khng hp l Thng hiu Q8: L do no anh ch chn mua sa chua Probi ca cng ty Vinamilk? Cng dng Gi Qung co hp dn kin khc .. Q9: Anh / Ch thng mua sa chua u cho mnh v gia nh? Siu th c sc Ch Kh c sc Tp ha t c sc i l ca Vinamilk Khng c sc Q10: n tng ca Anh / Ch v qung co sa chua Probi ca cng ty chng ti? kin khc:. Q11: Nu sa chua Probi c khuyn mi, anh/ch thch hnh thc no? Tng qu Gim gi Trng thng Tch im i qu Tng khi lng kin khc: ..

Q12: Theo Anh/Ch, chng ti cn ci tin sa chua Probi trn phng din no ca sn phm bn cm thy hi lng hn v d s dng hn? Cht lng Ni by bn Hnh dng Qung co Gi c Khuyn mi

kin khc: Q13: Nu ln sau c nhu cu Anh/ch c la chn sn phm sa chua Probi khng? Chc chn c Cha chc chn Hon ton khng Cha bit

Q14: Nu c c hi Anh / Ch s gii thiu sn phm sa chua Probi cho bn b v ngi thn ca mnh s dng ch? Chc chn c Cha chc chn Hon ton khng Cha bit Q15: Anh/ch c ng gp kin g sa chua Probi thm hon thin? ................................................................................................................. ................................................................................................................. ................................................................................................................. Questions Q1 C Khng Q2 Sa chua tri cy Sa chua c ng Sa chua khng ng Sa chua probi Sa chua du Sa chua khc Q3 C s dng C bit nhng chua s dng Khng bit Q4 Xem qung co trn tivi c trn tp ch Thy qung co trn xe buyt C ng siu th Ngi thn mua s dng Bn b gii thiu Q5 Rt hi lng S ch tiu Tng 141 10 47 66 17 19 38 24 91 36 15 74 18 1 7 37 22 30 % 93,38 6,62 22,27 31,28 8,06 9,00 18,01 11,37 64,08 25,35 10,56 46,54 11,32 0,63 4,40 23,27 13,84 28,04

Tng i hi lng Tm hi lng Khng hi lng Q6 Rt hiu qu Cha hiu qu Khng hiu qu kin khc Q7 Rt hp l Hp l Cha hp l Hon ton khng hp l Q8 Cng dng Gi Qung co sn phm Thng hiu kin khc Q9 Siu th Ch Tp ha i l ca Vinamilk Q10 c sc Kh c sc t c sc Khng c sc kin khc Q11 Tng qu

38 24 15 33 48 18 16 14 52 36 16 58 7 36 28 10 58 13 32 34 21 52 29 5 10 39

35,51 22,43 14,02 28,70 41,74 15,65 13,91 11,84 44,07 30,51 13,56 41,73 5,04 25,90 20,14 7,19 42,34 9,49 23,36 24,82 17,95 44,44 24,79 4,27 8,55 23,21

Gim gi Trng thng Tch im di qu Tng khi lng kin khc Q12 Cht lng Hnh dng Gi c Ni by bn Qung co Khuyn mi kin khc Q13 Chc chn c Cha chc chn Hon ton khng Cha bit Q14 Chc chn c Cha chc chn Hon ton khng Cha bit

55 24 12 30 8 46 24 37 21 21 23 4 48 45 5 18 53 32 10 21

32,74 14,29 7,14 17,86 4,76 26,14 13,64 21,02 11,93 11,93 13,07 2,27 41,38 38,79 4,31 15,52 45,69 27,59 8,62 18,1

II.KT QU NGHIN CU KIN KHCH HNG 1.Mc s dng sa chua ca Vinamilk:

Mc s dng sa chua ca Vinamilk

7

C Khng

93

Biu 1 Mc s dng sa chua ca Vinamilk Qua kt qu iu tra ca nhm v nhn vo biu trn ta c th thy c mc chim lnh th trng ca sa chua Vinamilk nh th no. Vi mt th phn ln 93% th Vinamilk ang dn u th trng. Trong mc s dng sa chua c ng chim v tr cao nht l 31.28%, sa chua tri cy chim 22.27%, tip n l sa chua du chim 18.01%, cc loi sa chua khc nh sa chua nha am th chim 11.37%, Sa chua Probi chim 9% v thp nht l sa chua khng ng ch chim 8.06%. iu ny chng t sn phm sa chua c bn rng ri v nhiu ngi bit n v tiu dng nht sa chua c ng. Ring sa chua Probi chim 1 th phn nh nh vy l v sn phm ny cn mi, l vi ngi tiu dng. Qua ta thy, cng ty Vinamilk cn vch ra chin lc qung co tt hn ngi tiu dng bit n Probi nhiu hn, m rng th phn cho n.

2.Mc s dng sa chua Probi ca Vinamilk

Bit hay c s dng sn phm sa chua Probi ca Vinamilk

70.00% 60.00% 50.00% 40.00% 30.00% 20.00% 10.56% 10.00% 0.00% C s dng C vit nhng cha s dng Khng bit 25.35% 64.08%

Biu 2: Mc s dng sn phm Probi Nhn vo biu ta c th thy c mc s dng sn phm sa chua Probi rt cao, c ti 91/142 ngi s dng, chim 64.08%, trong khi lng ngi bit nhng khng s dng th chim 25.35%, v s ngi khng bit th chim t l khim tn hn 10.56%. Nh vy ta c th thy c sn phm tuy mi nhng cng c c lng ngi s dng cao, nhng vn tn ti mt s lng ngi bit nhng cha s dng, v khng bit n Probi. V sao li nh vy v Vinamilk phi lm g ? Nhng ngi c s dng Probi a phn l h chn n v nhng l do chnh sau : Cng dng li khun tt cho sc khe (chim 41.73%) Vinamilk tung ra sn phm hp dn c ngi tiu dng (chim 25.9%), y cng l l do v sao ngi ta bit n sn phm nhiu nht. Thng hiu ca Vinamilk cng l l do ngi tiu dng la chn. Bn cnh , ta thy mc bit Probi chim tng cng l 89.44% trong tng s khch hng s dng Probi. Ta c th thy c qua biu sau:

L do chn mua sa chua Probi ca cng ty Vinamilk

45.00% 40.00% 35.00% 30.00% 25.00% 20.00% 15.00% 10.00% 5.00% 0.00% Cng dng Gi Qung co hp dn Thng hiu kin khc 5.04% 7.19% 25.90% 20.14% 41.73%

Biu 3: L do chn mua sn phm Probi Theo t l c tng hp nh trn,chng ta c th thy qung co trn tivi l knh qung b sn phm hu hiu nht vi t l kho st 46,54% v y l phng tin c tc dng hu hiu rng khp, khng gii hn v to c n tng trc quan v cht lng sp t pha ngi xem. Tip theo, t l khch hng bit n sn phm t nhng knh khc nh c ngi thn mua cho s dng hay do bn b gii thiu cng t dc cc t l kho st ln lt l 23,27% v 13,84%. y l hai phng thc m khch hng c th bit n sn phm mt cch gin tip. V vi hai t l va nu chng ta c th nhn nh d sa chua Probi l sn phm mi xut hin trn th trng song to c t nhiu nim tin cho khch hng. Phng thc qung co trn tp ch t c t l kho st l 11,32%. y l mt phng thc qung b sn phm truyn thng nhng hiu qu m n mang li khng cao v hu ht khch hng mong mun cm nhn sn phm mt cch n tng, sng ng v trc quan, v cng l nhng hn ch m qung co trn tp ch khng mang n c. Cui cng l hai phng thc km hiu qu nht: thy qung co xe bus (0,63%), c ng sn phm ti siu th (4,40%). Vi t l kho st rt thp va nu, chng ta cn nhn nhn li hot ng ca hai phng tin ny c nhng iu chnh thch hp v chi ph doanh nghip b ra cho mi phng thc qung b l khng nh nhng y chi ph cho hai phng thc ny khng tng xng vi mc nhn bit sn phm t pha khch hng.

3.Mc hi lng ca khch hng vi sa chua Probi Mc hi lng m chng ti kho st y bao gm cht lng mi v, hiu qu v gi c - nhng yu t quan trng nh hng ti s pht trin ca mt sn phm. Qua bng kt qu trn chng ta thy mc hi lng v gi ca Probi chim t ln rt cao 44.07%, vi mt sn phm mi c tung ra th trng m mc hi lng nh vy l hp l. y, chng ti s phn tch v mc hi lng v cht lng mi v v hiu qu ca sn phm.

Cm nhn v mi v sn phm sa chua probi ca Vinamilk

40.00% 35.00% 30.00% 25.00% 20.00% 15.00% 10.00% 5.00% 0.00% Rt hi lng Tng i hi lng Tm hi lng Khng hi lng 14.02% 28.04% 22.43% 35.51%

Biu 4: Mc hi lng v mi v ca khch hng v Probi Khi s dng sn phm th mc hi lng v mi v ca khch hng ch t mc tng i hi lng v n c t l cao nht (35.51%), khi , mc rt hi lng chim 28.04%, tm hi lng chim 22.43%, c bit mc khng hi lng chim t l nh nht nhng vi t l ny cng l kh cao cho mt sn phm (14.02%). Nguyn nhn ca t l ny l v sn phm mi ra i, li c qu nhiu sn phm sa chua trn th trng, chnh v vy m s khc bit phi tht s quan trng th mi c th gy n tng c cho ngi tiu dng. iu ny t ra cho cng ty l phn ci tin cht lng sn phm mi ngi cm thy hi lng hn.

Hiu qu m sn phm sa chua Probi li khun mang li

45.00% 40.00% 35.00% 30.00% 25.00% 20.00% 15.00% 10.00% 5.00% 0.00% Rt hiu qu Cha hiu qu khng hiu qu kin khc 15.65% 13.91% 28.07% 41.74%

Biu 5: Mc hi lng v hiu qu ca sn phm Khi s dng sn phm vi mt tnh nng ni tri l cung cp nhng li khun nhng ngi tiu dng li thy cha hiu qu vi mc cao l 41.47%, khng hiu qu chim 15.65%, cn ng Probi rt hiu qu th chim 28.7%. Qua ta thy cng ty Vinamilk nn xem li th sn phm ca mnh c tht s hiu qu cha hoc l phi hng dn tht c th cho ngi tiu dng s dng lm sao thy c hiu qu ca Probi.

4.Phn tch hnh thc phn phi ca sn phm Probi

a im chn mua sa chua Probi

45.00% 40.00% 35.00% 30.00% 25.00% 20.00% 15.00% 10.00% 5.00% 0.00% Siu th Ch Tp ha i l ca Vinamilk 9.49% 23.36% 24.82% 42.34%

Biu 6 a im chn mua ca sn phm Probi Ngy nay th trng vit nam ch trng hn n s phc v hiu qu hng ha n tay ngi tiu dng nn cc nh phn phi trung gian lun lun c cho n v nhn c s quan tm nhiu hn t pha khch hng. in hnh l siu th c chn la mua sn phm nhiu hn vi 42.34% bi s cam kt v cht lng, gi c v cht lng dch v, k n l i l ca Vinamilk vi 24.82%, tp ha chim 25.90% v t l thp nht l ch. iu ny chng t siu th phn phi sn phm Probi tt hn v t ch s lng tin cy ca khch hng cao hn cc loi hnh khc. Nhng khng hn nh vy l m chng ta cn tng loi hnh phn phi,v nng cao v th tiu th sn phm ca i l, ch, tp hav gn gi vi ngi tiu dng hn v a dng ha cc loi hnh phn phi rng ri sn phm Probi.

5.Phn tch hnh thc khuyn mi yu thch

Hnh thc khuyn mi khi mua sa chua Probi

35.00% 30.00% 25.00% 20.00% 15.00% 10.00% 5.00% 0.00% Tng qu Gim gi Trng thng Tch im i Tng khi lng qu kin khc 14.29% 23.21% 17.86% 32.74%

7.14% 4.76%

Biu 7: Hnh thc khuyn mi a thch T bng t l ny ta nhn nh gi nh hng kh cao 32.74 % n s tiu dng ca khch hng v nh hng ln n sn lng tiu th dnh cho sn phm.Hin ti gi Probi cao hn cc sn phm quen thuc m khch hng chn v lng tin, a thch, thi quen tiu dng, ph hp vi ti tin. Nhng Probi l sn phm mi mun tm kim th phn cn phi c mc gi ph hp xm nhp th trng,chim th phn ca th trng v chim lng tin ca khch hng,kch thch s tiu th sn phm. Nhng cc hnh thc khuyn mi khc cng c khch hng la chn vi 23.21% tng qu, 17.86% tng khi lng v 14.29% trng thng iu ny ni ln sc nh hng ca khuyn mi l kch thch tiu dng rt ln nu ta bit kt hp 1 ln hay ln lt cc hnh thc nhm mang li hiu qu khuyn mi cao nht dnh cho sn phm Probi. Bn cnh tch im i qu v cc hnh thc khc d him t l khng cao nhng ta c th s dng xen k vi gim gi hay tng qu tha mn kh nng mua sm ca khch hng v ti a ha li nhun cho nh sn xut.

6.Ci tin sn phm thm hon thin

Ci tin sa chua Probi trn phng din

30.00% 26.14% 25.00% 21.02% 20.00% 13.64% 11.93% 10.00% 11.93%

15.00%

13.07%

5.00%

2.27%

0.00% Cht lng Hnh dng Gi c Ni by bn Qung co Khuyn mi kin khc

Biu 2.8: Phng din ci tin Probi Nhn vo biu th hin cc phng din m khch hng mun Vinamilk cn ci tin sa chua Probi lm hi lng khch hng mt cch tt nht v l c hi Probi chim th phn nhiu hn qua cch nh gi ng v v tr sn phm trong lng khch hng theo: Cht lng chim 26.14 %, gi l 21.02%, hnh dng ca sn phm l 13.64%, ni by bn v qung co l 11.93% v kin khc vi 2.27%. iu ny ni ln khch hng quan tm nhiu nht n cht lng v gi c v nh hng n tm l, s thch v kh nng tiu dng ca khch hng nh: Cht lng: Sn phm mi ra phi c im khc bit v hng v, c trng, mu sc hay c im c th nhn thy c d so snh,nh gi vi sn phm a chung m khch hng v ang s dng, sn phm c v ngt v bo hn trong khi khch hng ang gim ngt v gim bo trn tt c cc thc phm s dng hng ngy. Gi c nh hng rt ln n ngi tiu dng vit nam vi tiu ch : sn phm cht lng v gi c phi chng.Trong khi Probi mi ra th trng gi li kh cao gy bt li cho sn lng tiu th m hiu qu do sn phm mang li khch hng cha th nh gi hay thm nh c.

 Hnh dng: mt hnh dng bt mt v p lun lm ngi tiu dng thch th v c kh nng c chn mua cao hn. Ni by bn: cha nhiu, cha rng khp v trng by cha c bt mt cha thu ht khch hng c th chn la, cha ph bin cho cc i l ch trng v u i cho sn phm mi n gn vi ngi tiu dng hn Qung co: cha nhiu phng tin nh bo, tp ch, radio v phng tin qung co cng cng nh trn xe bus, nh ch xe but, i ng c ng cha xut hin trong siu th v trn ng ph, ch nn cha c ngi tiu dng bit n, dng th.. Khuyn mi cng l cch li ko khch hng n vi sn phm nhm c ch ng trn th trng v a s khch hng iu chn l gim gi v tng khi lng sn phm kin khc khng ng k nhng phi ch trng nhm tha mn hu ht cc mong mun ca khch hng l con ng ngn nht chim lnh th trng 7.Mc trung thnh ca khch hng i vi sn phm

Nu c nhu cu khch c la chn sn phm sa chua Probi

45.00% 40.00% 35.00% 30.00% 25.00% 20.00% 15.00% 10.00% 5.00% 0.00% Chc chn c Cha chc chn Hon ton khng Cha bit 4.31% 15.52% 41.38% 38.79%

Biu 9 Mc la chn sn phm ca khch hng

iu ny gip chng ta xc nh sn phm Probi ca Vinamilk c a s khch hng chn la vi t l cao l do cng dng m sn phm mang li cho ngi tiu dng v tm l khch hng v ang ch trng n sc khe, an ton thc phm nn hi vng vi mt t li khun s gip khch hng bo v h tiu ha, bo v ng rut, c kh nng khng khun cao hn hiu qu mang li tt hn nhanh hn trong khi th trng thc phm ang b ln n v thiu an ton cho ngi tiu dng sn phm. K n l sn phm cng cp n vic n king iu m ph n ngy nay rt quan tm gi gn vc dng ph hp vi cng vic trong x hi nng ng Mc khc iu ng ngi l c n 38.79% khch hng cha chc chn v 15.52% cha bit quyt nh ca mnh c chn Probi khi c nhu cu, t l ny nhc nh nh sn sut l sn phm quen thuc m khch hng v ang s dng khng d g c thay th hay chuyn i v h cha cm nhn c s thu ht,im khc bit, hiu qu khc, s thuyt phc m cc sn phm khc khch hng tin lm c.

Gii thiu sn phm sa chua Probi cho bn b v ngi thn ca mnh s dng
50.00% 45.00% 40.00% 35.00% 30.00% 25.00% 20.00% 15.00% 10.00% 5.00% 0.00% Chc chn c Cha chc chn Hon ton khng Cha bit 8.62% 18.10% 27.59% 45.59%

Biu 10 Kh nng gii thiu sn phm ca khch hng Chc chn c l 45.69% khch hng tng i hi lng v s l i din qung b cho sn phm v h cm thy nn,ng v sn phm c a thch, nh gi cao hay sn phm mang li cho khch hng lng tin v kh nng bo v sc khe, khng khun tt

Cha chc chn vi 27.59% khng nh s hoi nghi ca khch hng dnh cho sn phm vn cn kh cao v t l ny s tng ln hay gim thp xung l do nh sn xut c ch tm n iu m khch hng mong i v tin tng vo sn phm mi hay khng ? Trong khi khch hng c nhiu sn phm khc chn la nh sa chua c ng,sa chua du, sa chua tri cyd n, d phn bit, d nhn bit v khch hng thy hi lng v cng dng nh tt cho ng rut, to men tiu ha, li khun..v nh sn xut cn phi ci thin ng b v cht lng, mu m, gi c.mi mong gim t l ny xung C 18.10% khch hng cha bit cu tr li v 8.62% khch hng khng hay t chi thng thn v kh nng gii thiu sn phm dnh cho bn b v ngi thn .iu ny khng nh rng h khng quan tm nhiu n sn phm v khng nhiu c hi cho sn phm ny trong lng khch hng, kh nng b qun lng, khng s dng ca sn phm l kh cao hay ni cch khc l sn phm cha thc s c ch ng trong lng khch hng v khng nghi ng no c ch ng cho lng trung thnh ca khch hng dnh cho sn phm hin ti m khch hng thc s b thuyt phc v tin tuyt i sn phm tt cho khch hng. III.MT S NHN XT V KIN NGH 1.Mc tiu chin lc Trong phn tch hot ng kinh doanh v vic ng dng chnh sch Marketing-mix cho thy rng cng ty i ng hng nhng kt qu t c cha cao.Trong nn kinh t th trng cng ty c t c hiu qu, c th tn ti v pht trin c khng th n phi c chin lc kinh doanh v chin lc markerting mix ng n v hiu qu. Nhn thc c iu ny nhm a ra chin lc m rng th phn cho sn phm sa chua Probi nh sau : Tip tc thm nhp v m rng th trng cho cc sn phm ch lc nh: sa ti nguyn cht, sa chuaRing sa chua Probi mc tiu hng ti l nng cao th phn ln 30%, cn bng s cnh tranh vi cc sn phm hin c bng cch ci thin sn phm v cht lng, kiu dng, phn phi, chiu th Duy tr doanh s bn hng cho tt c cc sn phm nhm m bo li nhun, n nh sn xut cho ngi lao ng, nng cao v th cnh tranh cho sn phm sa chua Probi. Tng cng cc n lc Marketing cho hot ng pht trin th phn ca sn phm sa chua Probi. Hon thin h thng thng tin th trng cho sn phm

mi. Nng cao cht lng sn phm qua vic theo di v thc hin tiu chun an ton v sinh thc phm theo HACCP. Nng cao trnh ca ngi lao ng thng qua o to, hun luyn, tuyn dng v tham quan cc quy trnh cng ngh mi. 2.Mc tiu chin lc Marketing - Mix Tng sc cnh tranh ca sn phm thng qua vic ci tin thuc tnh ca sn phm nh: tng khi lng sn phm, to hng v sn phm trong tm tr khch hng,ci tin bao b vi nhng hnh nh thu ht, m bo sn phm t cht lng caot khc ha hnh nh sa chua probi. M rng th trng tiu th sn phm, nng cao th phn ca cng ty theo hng chim lnh cc th trng ch cht m cc sn phm ca cng ty khai thc hiu qu, p ng nhu cu ca th trng. Thc hin cc chnh sch gi c, phn phi v xc tin c hiu qu, c tc ng b tr cho nhau trong vic thc hin chin lc marketing v chin lc chung ca cng ty. Trn y l mc tiu ca nhm ra nhm hon thin chnh sch Marketing v nng cao hiu qu ca chnh sch Marketing - mix. Tuy nhin cn phi m bo cc yu cu sau y cc mc tiu c th thnh cng: Cc gii php a ra phi kh thi, thc hin c. Cc gii php a ra phi ph hp vi iu kin ring ca cng ty. Cc gii php phi m bo tnh php l. 3.Mt s xut hon thin chnh sch Marketing Mix gip cng ty m rng th phn cho sn phm Probi 3.1.Chnh sch sn phm: Sn phm l yu t quan trng nht trong chin lc Marketing - mix ca cng ty, chnh sch sn phm c nh hng n cc chin lc Marketing b phn khc. Do vy, trc ht phi xy dng c mt chnh sch sn phm ph hp. C th nh sau: 3.1.1 Nng cao cht lng sn phm: Theo kt qu iu tra kho st, chng ti nhn thy l do chn sn phm Probi l do cng dng chim 41,73%.Tuy nhin, trong s li cho rng cng dng sn phm mang li cha hiu qu v khng hiu qu l 57,39%, iu ny cho thy khch hng vn cha hi lng v cng dng sn phm mang li. Thc t cho thy, cng dng li khun, tng cng min dch, tt cho h tiu ha khng th thy ngay tc dng tc thi m cn c thi gian di v s dng sn phm nhiu th

mi hiu qu. y l iu m cng ty cn thng tin kp thi phm. Theo kt qu iu tra c 36,45% khch hng khng hi lng, 35,51% tng i hi lng v mi v ca sn phm, v th Trung tm nghin cu dinh dng v pht trin sn n khch hng nhm trnh s hiu sai hoc cha ng v sn phm, d mt lng tin ca khch hng vo sn phm. 3.1.2 Ci tin mu m, bao b: Bao b sn phm c khch hng nh gi l cha thu ht, khng c g ni tri so vi cc sn phm khc. y cng l l do m sn phm khng thu ht c khch hng. Cn c nhng ci tin mu m, hnh dng bao b mang nhng hnh nh sinh ng, thu ht hn to c trng ring cho sn phm. 3.2.Chnh sch gi c : Gi hin ti c nh gi l khng mang tnh cnh tranh v t thu ht khch hng. Thc t gi phn phi ca cng ty n i l v siu th l 4.300 ng, nhng khi n tay ngi tiu dng th gi c th tng ln 4.500 ng. Theo iu tra v kho st ca nhm nghin cu th t l khch hng khng hi lng v mc gi ny hn 44%, trong khi gi ca cc sn phm khc r hn ( t 200 500) trong khi cng dng sn phm mang li cha c khch hng thy r. V th cng ty cn qun l gi n ngi tiu dng cui cng bng mt vi cch sau: Nim yt gi trn sn phm Hn ch cc khu phn phi trung gian Chit khu theo s lng cho cc i l nh 3.3 Chnh sch chiu th Hin ti Vinamilk ang thc hin cc hnh thc qung co phong ph cho sn phm sa chua Probi nh:Qung cc trn Tivi Qung co ngoi tri Vt phm qung co v trng by Qung co trn bo ch: Th gii ph n, Cha m v con, t mi chuyn , Ph n Vit Nam, Hnh phc gia nh. Qung co trn Radio v phim ti liu nh, Cc hnh thc qung co trn bc u t c mt s hiu qu nht nh truyn t c thng tin li ch sn phm n khch hng. Theo kho st iu tra kt qu cho thy c hn 64% khch hng tm n mua sn phm, tuy nhin con s gn 36% cn li cha s dng sn phm vn cn kh cao, cho thy hiu qu ca cc phng tin qung co vn cha tht s hiu qu. 3.3.1 Truyn thng

Nghin cu cho thy, hnh thc qung co trn Tivi c ngi tiu dng la chn nhiu nht, v th cng ty cn tp trung vo hnh thc qung co ny nhm thng tin n khch hng nhiu hn. Bn cnh , cn lng ghp cc chng trnh PR, mi cc chuyn gia dinh dng, cc bc s chuyn khoa gii thiu cng dng v li ch ca sn phm n ngi tiu dng, gip ngi tiu dng hiu r hn v sn phm. 3.3.2 Khuyn mi i vi trung gian phn phi u i thng mi: bng cch thng mc chit khu cao hn nu ly vi s lng ln, nu i l tiu th c qu mc hng quy nh m cng ty giao s c thng 0,5% trn tng mc hng m i l bn vt mc. Tr cp qung co v trng by: Cng ty c th h tr khong 30% chi ph qung co, trng by cho cc trung gian phn phi Hng tng: Nh phn phi s c nhn mt lng hng min ph ( khng phi bng tin cho vic mua mt lng sn phm c th). V d: Khi nh trung gian t mua mt xe hng ln s c tng thm 02 thng. i vi ngi tiu dng cui cng Theo iu tra kho st cho thy hai sn phm sa chua c ng v sa chua tri cy c khch hng la chn nhiu nht vi 31,28% v 22,27%, bn cnh c 23,21% khch hng thch hnh thc tng km. Cng ty c th s dng hnh thc khuyn mi nh: Mua 05 lc sa chua c ng hoc tri cy tng km 01 hp sa chua Probi (gi khng thay i) T chc cc quy hng nh ti cc a im mua sm, trng hc, gii trcho khch hng dng th v cung cp thng tin v sn phm. Sau khi tm hiu s thch, tnh cch ca ngi tiu dng Vit Nam ta c th nhn thy h l nhng ngi tit kim. Tnh cch ni bt ca nhng b ni tr Vit Nam l thch c gim gi khi mua hng. V vy, cng ty cn tp trung vo c im ny kch thch h mua hng nhiu hn bng cc chng trnh tng qu v gim gi. V d: Tng km b ghp hnh Th tch im p dng chin lc gi tm l

 Gim gi theo s lng Cc hnh thc ny ch nn p dng ti cc siu th v im bn l. Nn s dng km cc bng rn ln nhm tng tnh hp dn ca chng trnh khuyn mi. IV.KT LUN Trong sut qu trnh phn tch, nhm tm hiu c c th sn phm Probi c v cng dng, hnh dng, cht lng cng nh th phn hin ti ca sn phm sa chua ny. Nhn nh c tnh hnh trc mt sn phm nh vy, chng ti tin hnh cuc nghin cu bit r thm v sn phm. Vi mi n lc m nhm thu c t kt qu thc t mc hi lng ca khch hng v sn phm Probi c c, tuy mc kt qu cha t c s chnh xc tuyt i nhng nu kt hp tt c cc gii php - kin ngh nhm ra th hy vng sn phm Probi s nhanh chng c khch hng n nhn nhm tng th phn trn th trng v nng cao nng lc cnh tranh vi sn phm cng dng ca cng ty v ca nhng i th cnh tranh khc.