Chin lc marketing m cocacoala Vit Nam la chn l chin lc to s khc bit ha.

Cng ty to ra s khc bit thng qua ci tin sn phm v to ra s khc bit cho thng hiu ca mnh thng qua cc hot ng truyn thng. Phn phn tch sau y ca chin lc Mar s lm r vn ny. I> PHN ON V LA CHN TH TRNG MC TIU 1) PHN ON TH TRNG Do tnh c th ca Vit Nam cocacola nhn thy rng th trng Vit Nam rt a dng do cocacola Vit Nam hng ti gii tr vi phong cch snh iu, tr trung v nng bng. Thc t cho thy, thng hiu khng trc tip phn on th trng m chnh qu trnh phn on th trng i hi phi c mt thng hiu ph hp cho tng phn on nh hnh mt gi tr c nhn no ca ngi tiu dng. Cocacola tp trung phn on theo 2 tiu thc chnh:

V a l: cocacola Vit Nam c gng phn phi vi mng li dy c t thnh th ti nng thn, t ng bng ti min ni, t nam ra bc. nhng vn ch trng chnh ni tp trung ng dn c. cc sn phm ca Coca Cola xut hin khp mi ni ,t cc qun n, qun gii kht ln n nh,t cc ng ph n cc con hm ,tri di t Bc vo Nam.

V c im dn s hc: nh ni trn cocacola Vit Nam tp trung vo gii tr, vi phong cch tr trung nng bng v y cocacola thnh cng theo kho st th cocacola c gii tr n nhn. 2) TH TRNG MC TIU Cocacola l tp on sn xut nc ngt ln nht th gii. N thnh cng

nhiu nc trn th gii nn khi thm nhp vo th trng Vit Nam cocacola vn chn mt chin lc phc v ton b th trng. Bc u, cocacola tp trung vo nhng on th trng m nhu cu cng nh c im v mt dn s c t l cao. Trong giai on thm nhp th trng Vit

Nam coacola c tr s ln lt l min bc (H Ni), min trung ( Nng), min nam (TP H ch Minh) v dn m rng ra cc thnh ph ln cn. Sau khi nghin cu k th trng Vit Nam, cocacola nhn nh y l nhng thnh ph m c kh nng tiu th sn phm rt cao ca h. Nhn chung, th trng ung ti Vit Nam c nh gi l c nhiu tim nng.V vy m Coca Cola bt u thm nhp t 1960, v n thng 2/1994 th tip tc quay tr li (sau khi ht lnh cm vn thng mi ca M). D kin th trng s tip tc tng trng ng k trong nhng nm ti(2012 s tng 46% so vi 2007). Coca Cola nh gi Vit Nam s tng trng vt bc trong 10 nm ti, c th vo top 25 th trng tim nng nht ca hng. Nh vy, coacacola thc hin phn khc th trng ch yu theo a l (tp trung vo cc thnh ph ln ni c mt dn s v tn sut s dng cao) v theo nhn khu (ch yu nh vo gii tr - i tng c nhu cu s dng cao). y cng chnh l th trng mc tiu ca cocacola. II> NH V
Coca-Cola l thng hiu c nh v trong u khch hng nh nc ngt

gii kht c gas s 1 th gii - mt sn phm ca nhn hiu hng u th gii. Hin nay, Cocacola vn gi vng ngi u trong bng danh sch cc thng hiu hng u vi gi tr l 68.734 t USD. Coca Cola l thng hiu ton cu, nhn hiu Coca-Cola c 98% dn s th gii bit n.

 L mt sn phm gii kht lm cho con ngi tnh to v khe khn tr li,

em li s sng khoi tuyt vi, Coca-Cola vn gi vng biu tng ca s tin cy, s c o vn c v s sng khoi tuyt vi.
Li ha ca Coca-Cola mang li li ch v s sng khoi cho tt c nhng ai

c chng ti phc v, cng ty phn u lm ti mi th trng, lm phong ph ni lm vic, bo v mi trng v cng c truyn thng cng chng. Qua qu trnh hot ng t nhng bc u tin v pht trin trn nhng con ng khc nhau, cc n lc v nhn c ca cng ty u tp trung vo gio dc v xy dng c m tui tr.
Khu hiu : Khch hng ca chng ti trn ton th gii l nhng ngi ng

c thng thc nc gii kht c cht lng tt nht. III> CHNH SCH SN PHM Coca-Cola ch hot ng trong lnh vc ung bao gm nc ung, nc ung khng cn v nc ung c gas. Cng ty a tao ra rt nhiu loai nc ung vi mui vi, mu ma khac nhau p ng nhu cu a dng ca khch hng nh: Coke t gas, Sprite, Fanta, Coke hng Vani, Coke, nc tri cy,.... Trong thi gian va qua, Cng ty khng ngng nghin cu pht trin thm nhiu sn phm mi phc v ngi tiu dng Vit Nam nh nc ung ng chai Joy, nc tng lc Samurai, bt tri cy Sunfill, ng thi b sung nhiu hng v mi cho cc sn phm truyn thng p ng th hiu v khu v ca ngi Vit Nam nh Fanta Chanh, Fanta Du, Soda Chanh... Cng ty Coca-Cola tip tc cam kt lm n lu di ti Vit Nam v lun i mi p ng nhu cu ngy cng cao th trng nc gii kht nng ng v y tim nng Vit Nam.

1.Cc sn phm cocacola Vit Nam: Coca-Cola - Chai thy tinh, lon, v chai nha Fanta Cam - Chai thy tinh, lon, v chai nha Fanta Du - Chai thy tinh, lon, v chai nha Fanta Tri Cy - Chai thy tinh, lon, v chai nha Sprite - Chai thy tinh, lon, v chai nha Diet Coke - lon Schweppes Tonic - Chai thy tinh, lon Schweppes Soda Chanh - Chai thy tinh, lon, v chai nha Crush Sarsi - Chai thy tinh, lon Nc ng chai Joy - Chai PET 500 ml v 1500 ml Nc ung tng lc Samurai - Chai thy tinh, lon v bt Sunfill Cam - Bt tri cy Sunfill Da - Bt tri cy 2) Chnh sch bao b v kiu dng Mi thit k, logo ca Coca-Cola li c s chuyn bin linh hot, sng to v thch hp khi xut hin trn cc qung co, hay trn o thun, khn bi bin, m to nn mt chin dch tip th hon ho cho Coca-Cola. Coca va vinh hnh nhn c gii Platium Pentaward 2009 cho mu thit k h 2009, y l gii thng cao qu cho nhng nh thit k bao b v kiu dng sn phm bt mt, p, c o. Vi kiu dng ny th Coca-Cola khng nh v tr ng u cho nhng thit k bao b kiu dng v ung. Ngoi ra Coca khng ngng ci tin bao b v kiu dng ngy cng p v tin dng hn. Bao b chai coca gm c: lon 330ml, chai Pet 1.5L, thng 330ml (24L/T), cng ty cng a ra chai nha 390ml vi kiu dng nh gn v thanh nh, nhm p ng d dng nhu cu mua sm ca tng i tng khch hng.

Coca-Cola a ra mu chai Fanta Fun c o. y l loi chai vi kiu dng vui mt v c o to cho sn phm Fanta thm v hp dn v snh iu. Kiu dng chai mi ny s lm ni bt hn phong cch tr trung, nng ng c trng ca nhn hiu Fanta, ph hp vi gii tr Vit Nam. c bit, phn thn chai c thit k ti u v va tay lm tng s thoi mi khi s dng sn phm. n lc sng to ca Cng ty Coca-Cola nhm lin tc em li cho ngi tiu dng Vit Nam, nht l cc bn tr, c hi thng thc nhng kiu bao b nc gii kht va c o v hp dn, va vui nhn v tin dng.

Cocacola thng xuyn i mi bao b vi hnh nh bt mt nhm em n cho khch hng s mi l, c o trong sn phm ca mnh. Gn y, Coca tung ra lot sn phm c hnh nh Happiness Factory i vi cc loi chai thy tinh, chai nha v lon vi gi khng i. Lot sn phm ny nm trong chin dch mang tn Happiness Factory va mi c Coca-Cola chnh thc trin khai ti Vit Nam. y cng l chin dch trng im trong nm 2009 c Coca-Cola u t ln nht v chi ph tng th, quy m hot ng v mc sng to.

Trong dp Tt, Coca s dng hnh tng "chim n" trong nhiu loi sn phm bao gm cc thng 24 lon Coca - Cola, Sprite, Fanta (ln u tin cng ty c bao b Tt cho Fanta v Sprite); cp hai chai Coca - Cola PET loi 1,25 lt v b 6 lon Coca - Cola 330. Bi v chim n l biu tng bo hiu ma xun v. Nhng n lc ci tin bao b v kiu dng ca Cocacola nhm em n cho khch hng cm gic mi m, c o, vui v, lc quan v thun tin hn khi s dng. IV> CHNH SCH GI

Sn phm cocacola nh gi da trn ngi mua theo gi tr nhn thc c. H xem nhn thc ca ngi mua v gi tr ch khng phi chi ph ca ng bn l c s quan trng nh gi. H s dng nhng yu t chi ph gi c trong marketing-mix xy dng gi tr c cm nhn trong tm tr ca ngi mua. Gi c nh ra cn c vo gi tr c cm nhn .

Chin lc nh gi cocacola thm nhp th trng: khc vi chin lc nh gi cao nhm cht lc th trng, doanh nghip cocacola chon chin lc nh gi sn phm mi tng i thp nhm thm nhp th trng, vi hi vng rng s thu ht c mt s lng ln khch hng v t c mt th phn ln.

nh gi chit khu: phn ln doanh nghip cocacola s iu chnh gi ca mnh thng cho nhng khch hng thanh ton trc thi hn, mua khi lng ln,Chit khu tr tin mt l s gim gi cho nhng khch hng no mua v thanh ton tin ngay, Chit khu theo s lng l s gim gi cho nhng khch hang mua sn phm vi s lng ln.

nh gi phn bit theo dng sn phm: theo cch nh gi ny cc kiu sn phm v cc mt hng ca cocacola c nh gi khc nhau, nhng t l v chi ph tng ng ca chng.

nh gi theo loi sn phm: doanh nghip cocacola thng sn xut nhiu kiu sn phm v mt hng ch khng phi mt th duy nht.Chng khc bit nhau v nhn hiu, hnh thc, kch c, tn nng..do chng c nh gi cc thang bc khc nhau.

Hin nay, gi ca sn phm Coca ti th trng VN cao hn so vi cc sn phm cng loi tng ng, tuy nhin mc chnh lch v gi khng cao. C th xem xt thng qua bng gi c cp nht gn y gia Coca v Pepsi: Coca 6.800 14.000 145.000 Pepsi 6.500 13.500 140.000

Lon 330 ml Pet 1.5 l Thng (24L/T) V> PHN PHI

Cc sn phm nc gii kht Coca-Cola c sn xut ti ba nh my ng chai t ti Thnh Ph H Ch Minh, H Ni v Nng. Nm 2001, Chnh Ph Vit Nam ng cho php ba nh my ng chai sp nhp theo c cu qun l tp trung, trong , nh my ng chai Coca-Cola Vit Nam (CCBV) Thnh Ph H Ch Minh gi vai tr qun l. Hai nh my ng chai H Ni v Nng hin ang hot ng nh hai chi nhnh ca Cng ty Coca-Cola Vit Nam khu pha Bc v min Trung. Vi 3 nh my sn xut 3 min Bc, Trung, Nam to iu kin cho cng ty c th m rng mng li phn phi cc min, cung cp y sn phm cho cc i l 3 khu vc ny. i vi sn phm nc gii kht, khu phn phi rt quan trng, vic Pepsi vo th trng Vit trc nn nm c kh nhiu nh phn phi hn Coca, v vy coca vn tip tc m rng mng li phn phi, thng qua cc i l, cc qun c ph, nc gii kht, nh hng thu ht cc i l bng cch gia tng cc hot ng h tr cho cc i l nh: tng d, h tr trang tr ca hng, h tr

TC. VI> QUNG CO Mt trong nhng b quyt quan trng to nn s thnh cng cho Coca-cola chnh l hot ng qung co. Ai cng bit rng cht lng, mi v ca Coca-Cola khng h thay i t c hn 100 nm nay. Ci gii ca tp on Coca-Cola chnh l cc hot ng qung co, marketing xy dng nn mt thng hiu hng ho ni ting. Coca-Cola l mt trong s t cc cng ty dnh mt s tin tng ng chi ph sn xut nh bng tn thng hiu ngay t khi mi thnh lp. Bn cnh , s t tin ca Coca-cola chnh l yu t to nn thng hiu ngy nay, c th hin r rng trong cc khu hiu qung co ca h. Nhng cu ch nh Thc ung khng cn tuyt vi ca quc gia (1906), 6 triu mt ngy (1925), Th tht (1942), Ci bn mun l mt chai Coke (1952), Coke l th (1982) v Lun lun l Coca-Cola (1993) u chng t tham vng v s t tin ca thng hiu ny.
Coca Cola lun u t cho cc chin lc qung co sn phm ca hng. Ti

nhng ca hng bn l v ti cc siu th, Coca Cola bao gi cng c by bn ngang tm mt, ngay trc nhng hnh lang, hoc nhng ni bt mt. c c s u tin ny, Coca Cola phi tr nhng khon tin khng nh cht no. H lun dnh mt khon u tin ring cho hot ng qung co sn phm ca mnh n vi mi ngi thng qua tivi, bo ch, cc hot ng v tr chi. Theo Cng ty truyn thng v nghin cu th trng TNS Vit Nam, CocaCola ti Vit Nam chi khong 1,5 triu la M cho cc qung co sn phm trn truyn hnh v bo giy trong nm 2008. l mt khon tin khng h nh m Coca-cola Vit Nam khng tic khi chi tr cho hot ng qung co ca mnh.
Cc qung co ca Coca rt n tng v thu ht c nhiu s ch ca mi

ngi, vi nhng tng c o, sng to, th hin cm gic mi l c o

nh vi on qung co ca Coca vi Mr BRRRRRRRrrrr, qung co v Happiness Factory, v mi y nht l qung co vi tng v cch n mng chin thng ca cc ngi sao bng ni ting vi nhc nn Waving Flag, bi ht chnh thc ca World Cup 2010. VII> KHUYN MI c nhng thnh cng ln ca Coca-cola trn th trng Vit Nam hin nay, th nhng nh lm marketing thc s to c hiu qu trong vic s dng cng c truyn thng ca mnh. Hiu c tm l ca ngi tiu dng, Coca-cola khng qun rng hot ng khuyn mi l mt trong nhng cng c tt nht qung b hnh nh ca sn phm n vi ngi tiu dng. Cng ty Coca-Cola Vit Nam va khi ng chng trnh khuyn mi trn ton quc dnh cho gii tr nng ng: Bt np Sp i Trng i. im khc bit ca chng trnh ny vi cc chng trnh khuyn mi thng thng l tinh thn ch o Chung hng nim vui dnh cho nhm bn hn l mt c nhn. Tinh thn ny c th hin t cch thc trng thng: ghp i cc np chai hay khoen lon trng thng n nhng gii thng m gii tr yu thch. Khch hng khi ung cc sn phm chai v lon nc gii kht c sn xut bi Coca-Cola Vit Nam nh Coca-Cola, Fanta Cam, Sprite, Samurai, Thums Up s c c hi trng thng cc gii hp dn nh xe Piaggio LXV 125, in thoi di ng Sony Ericsson W700i, ng h v o thun Coca-Cola Cc gii thng khng n thun l cc vt dng m cn l cch gii tr th hin c tnh cng nh phong cch thng thc cuc sng ca h. Cc bn tr khi ung chai hoc lon cc sn phm ca Coca-Cola Vit Nam s c c nhng np chai hoc khoen lon c hnh mt na ca gii thng. Nu ghp 2 np chai hoc 2 khoen lon c nhng k hiu tng ng nhau nh trong iu l th s trng gii. Nh vy c hi trng gii s cao hn nu cc khch

hng tr t 2 ngi tr ln cng nhau phi hp v su tm cc thng tin may mn ny! Vic s dng cc hnh thc khuyn mi khng ch gip cho doanh s ca cng ty tng ln, m n cn th hin gi tr m cng ty mang li cho cc khch hng ca mnh. y l mt cng c truyn thng c lc khng ch ring Coca-cola s dng m hu nh cc cng ty khi i vo hot ng cng xem y l mt cch thc pht trin th phn ca mnh.

- Coca-Cola ti tr thc hin chng trnh truyn hnh thc t si ng ua ti m thc : pht sng 9h sng ch nht hng tun trn knh HTV9 bt u t

18/10, pht li lc 10h20 th by hng tun trn knh HN1 v 20h30 th su, 10h30 th by hng tun trn knh HTV3. y khng ch l mt chng trnh mang tnh gii tr cao m cn l b sung kin thc m thc, gip cc bn c thm thng tin la chn thc n c ch cho sc khe, bit cch ch bin mn n yu thch, cng nh c nhng khonh khc th v cng bn b v gia nh. - Coca-Cola cn to chuyn trang m thc vi nhiu thng tin b ch trn knh 14 ti a ch: http://duataiamthuc.kenh14.vn/: Ti y, cc bn tr c th ng k tham gia v cp nht thng tin v chng trnh ua ti m thc cng Coca-Cola, tr li cc cu hi hng tun ginh nhng gii thng hp dn v cng b bn chia s v cc mn n ngon, cc c sn ca tng vng, min cng cc a ch m thc trn ton quc. Nhn dp ny, Coca-Cola cng dnh 300.000 mu dng th min ph ti cc nh hng, qun n 2 th l H Ni v TP HCM. - Chng trnh Chia s cng ai iu tt p nht? Dnh CocaCola u Nm cho ngi bn yu thng : gi hng trm, hng ngn li chc tt p ca mi ngi n mi min t nc. c bit chng trnh Coca-Cola u Nm s dnh s tin 233.420.000 ng tng ng vi 46.684 li yu thng cc bn gi cho ngi thn bn b trong sut thi gian din ra chng trnh ng h cho chng trnh Nc sch cng ng. Vi chng trnh ngha ny, Tt nm nay khng nhng khch hng ca coca c s chia yu thng m cn gp phn ng gp v cng ng. - Chin dch ca Coke mi y ly tng ch o l cc hot ng n mng chin thng mt cch y ngu hng. Ngi hm m c th chia s nim vui chin thng thng qua m nhc, cc s kin tng tc. Ngoi ra chng trnh diu hnh ca chic cp v ch World Cup (Coca-Cola FIFA World Cup Trophy Tour) s l tm im trong chui s kin ny. Thng ip ca hot ng ny l : Cng Coca-Cola n

mng chin thng & n Nam Phi xem World Cup. Cup vng tri qua cuc hnh trnh qua 86 quc gia, trc khi trao cho i v ch ti Nam Phi vo ma h. Vit Nam l im dng chn th 2 ca hnh trnh chnh thc vng quanh th gii, sau khi khi hnh ti n vo u thng 1/2010. Cocacola mun mang n cho khch hng v cng l ngi hm m bng c hi c tn mt chim ngng v chp hnh lu nim cng chic cp vng danh gi nht hnh tinh ny. Cc hot ng ca l hi nhm ku gi ngi hm m th hin tinh thn lc quan v nim am m vi bng ha chung vi tinh thn th thao say m ca ton th gii. Vi s kin ny, ngi hm m ngoi c hi c tn mt chim ngng chic cp vng danh gi nht hnh tinh, cn c tham gia cc hot ng vui chi gii tr ho hng nh: chp hnh lu nim cng chic cp vng, xem phim 3D v nhng khonh khc th v ca FIFA World Cup, tranh ti cng cc tr chi th thch si ni, c phc v Coca-Cola min ph v nhiu hot ng hp dn khc. - Ha cng khng kh World Cup sp n gn, Coca-Cola Vit Nam dnh cho ngi hm m Vit Nam cuc thi n Mng Bt Tn th v vi gii thng chung cuc hp dn. Qua , t ngy 15/3 n ngy 31/5, ngi hm m s ng ti cc clip n mng bn thng t sng tc ln trang web http://www.coca-cola.zing.vn/ . Ngi c clip n mng bn thng sng to v n tng c s bnh chn cao nht trn trang web ny s c phn thng l mt sut n Nam Phi cng 12 ti nng bng tr ti Hi tri bng ton cu Coca-Cola Nam Phi 2010 vo thng 6. - Khn gi truyn hnh s quyt nh 12 gng mt no s ginh sut i Nam Phi tham d Hi tri bng ton cu Coca-Cola Nam Phi 2010 vo thng 6 ti y thng qua cc chng trnh truyn hnh thc t do VTV thc hin, ghi li hnh nh tp luyn, th thch v thi u ca 24 ng vin v pht sng trn VTV3. Tt c cc hot ng tuyn chn, hun luyn, th thch v sinh hot ca cc em trong chng trnh Hi tri bng ton cu Coca-Cola Nam Phi 2010 cng nh trong 4

ngy tp hun tp trung ny u c i truyn hnh Vit Nam ghi hnh v dng thnh 12 tp phim truyn hnh thc t, pht sng trn VTV3 mi th 6 hng tun lc 17h, v pht li vo th 3 tun k tip trn VTV6 lc 20h45 vi thi lng khong 30 pht mi tp. Qua 12 tp phim, ngoi cc hot ng hun luyn v th thch, khn gi s c xem nhng cu chuyn ngoi sn tp cng cc cm xc v k nim vui bun ca cc em xuyn sut chng trnh. i c s bnh chn cao nht t khn gi xem i trong sut thi gian pht sng s ginh sut n Nam Phi tham d Hi tri bng ton cu Coca-Cola Nam Phi 2010 vo thng 6 ti y. Qua chng trnh, cc em c gp g, giao lu vi i s thng hiu ca Coca-Cola lnh vc ca nhc l ca s Phng Vy. Ngoi ra cc em cn c xem cc video clip n mng bn thng ca cc cu th, i bng ni ting sng to ra cc cch n mng bn thng c o ca c nhn v c i. Trong bn ngy hun luyn ti Thnh Long, di s dn dt ca HLV Triu Quang H, t chuyn mn i din VFF cng hai i s thng hiu trong lnh vc th thao ca Coca-Cola l tuyn th quc gia v l cu th ca CLB Gch ng Tm Long An Phan Thanh Bnh v cu th ca CLB Bnh Dng Philani gc Nam Phi, 24 em c chia thnh hai i (mi i 12 em) c hun luyn chuyn mn bng c bn, vt qua cc vng th thch v thi u i khng trc tip.