XY DNG K HOCH MARKETING

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XY DNG MC TIU MARKETING CHO SN PHM BNH HURA CA CNG TY BIBICA 1. Chin lc kinh doanh 1.1. Gii thiu chung v cng ty c phn bnh ko Bin Ha Bibica 1.1.1. Qu trnh hnh thnh Cng ty c phn bnh ko Bin Ha c tin thn l phn xng ko ca nh my ng Bin Ha( nay l cng ty C Phn ng Bin Ha) c thnh lp t nm 1990, Thng 12/1998,theo quynt nh s 234/1998/Q-TTG ca Th tng Chnh ph, phn xng Bnh- Ko-Nha c chuyn thnh Cng ty C Phn Bnh Ko Bin Ha. Vi nng lc sn xut lc mi thnh lp l 5 tn ko/ ngy Cng ty dn dn m rng hot ng, nng cng sut v a dng ha sn phm. Hin nay, Cng ty l mt trong nhng n v sn xut bnh ko ln nht Vit Nam vi cng sut thit k l 18 tn bnh/ ngy, 18 tn nha/ ngy v 29.5 tn ko/ ngy. 1.1.1. Chc nng hot ng Sn xut kinh doanh trong v ngoi nc trong cc lnh vc v cng ngh ch bin bnh-ko-nha Xut khu cc sn phm bnh -ko-nha v cc loi hng ha khc Nhp khu cc thit b, cng ngh, nguyn vt liu phc v cho sn xut ca cng ty 1.1.2. Qu trnh pht trin ca cng ty Giai on 1990-1993,phn xng bnh c thnh lp v m rng dn n nng sut 5 tn/ ngy. Nm 1994 phn xng bnh c thnh lp vi dy chuyn sn xut bnh bch quy hin i ng b nhp t Anh quc c nng sut 8 tn/ ngy. Nm 1995 u t mi cho phn xng sn xut mch nha nng sut 18 tn/ ngy, vi cng ngh tin tin thy phn tinh bt bng enzym, nhm ch ng ngun nguyn liu ch yu cho sn xut bnh ko, ngoi ra cn cung cp cho th trng loi mch nha cht lng cao.
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Nm 1996: Phn xng bnh ko c u t m rng nng nng sut ln n 21 tn/ ngy. ph hp vi yu cu v qun l, phn xng ko c tch thnh 2 phn xng: phn xng ko cng 12 tn/ ngy, phn xng ko mm 9 tn/ ngy. Ngy 01/12/1998, Th tng Chnh ph k quyt nh s 234/1998 Q-TTg, ph duyt phng n c phn ha v chuyn phn xng bnh ko v nha ca Cng ty ng Bin Ha t mt b phn ca doanh nghip nh nc thnh Cng ty C phn Bnh Ko Bin Ha Thng 02/2000 Cng ty Bibica vinh d l cng ty bnh ko u tin ca Vit Nam chnh thc nhn giy chng nhn t tiu chun ISO9002 ca t chc BVQI_Anh quc. Thng 7/2001, Cng ty gi thm vn c dng , nng vn iu l ca Cng ty ln con s 56 t ng ch dng ngun vn trong sn xut kinh doanh, to thm sc mnh v ti chnh, dng thi dp ng nhu cu vn u t cho vic i mi cng ngh nh my hin c nh u t thit b dy chuyn bnh cake, dy chuyn socola, thit b sn xut bnh Trung thi v bnh cooloes nhn, thit b ng gi bnh vi tng u t 40,8 t ng v u t xy dng thm mt nh my mi H Ni vi tng u t tr gi 13,3 t ng. 1.1.3. Th phn ca cng ty Sn phm ca cng ty c tiu th ch yu ti th trng trong nc. Doanh thu tiu th trong nc chim 96-97% tng doanh thu ca Cng ty, doanh thu t xut khu ch chim khong 3%-4% tng doanh thu vi sn phm xut khu phn ln l cc sn phm nha. Trong thi gian sp n Cng ty tip tc inh hng pht trin theo hng khai thc , m rng th trng ni a. Vi doanh thu tiu th nm 2007 t 454 t ng, cng ty hin chim khong 7% th trng bnh ko c sn xut trong nc Nm 2008 th phn ca cng ty khng tng nhiu do trong nm ny nn kinh t khng hong trm trng , cng ty gi mc th phn 7%, doanh thu trong nm 2008
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t 544 t ng, tng 20% so vi nm 2007 tuy nhin vn khng hon thnh mc tiu t ra trong nm 2007 l 632,9 t ng. Nm 2009 th phn cng ty l 9% th trng bnh ko Vit Nam, doanh thu t 627 t ng vt ch tiu t ra l 600 t ng, doanh thu tng 16% so vi doanh thu nm 2008 Nm 2010 th phn cng ty khng tng nhiu, ch chim lnh 10% th trng bnh ko Vit Nam, doanh thu trong nm ny tng mnh, vt ch tiu ra l 746 t ng, doanh thu t 787 t ng tng 26% so vi nm trc. Vi h thng phn phi c xy dng t nm 1994 v c m rng dn, Cng ty hin c 108 nh phn phi, trong 13 nh phn phi ti khu vc ng bng sng Cu Long, 42 nh phn phi ti khu vc ng Nam B, 23 nh phn phi ti khu vc min Trung, 30 nh phn phi ti khu vc min Bc. n nay, sn phm ca Cng ty c tiu th trn phm vi c nc. Tuy nhin, th trng chnh ca Cng ty l khu vc min Nam, chim 70% doanh thu ca Cng ty . Khu vc min Trung-Cao nguyn v khu vc min Bc c t trng doanh thu ngang nhau, mi khu vc chim 15% doanh thu ca Cng ty. Bn cnh th trng ti cc tnh thnh ph, cng ty a c sn phm ca mnh n vi ngi tiu dng cc vng nng thn. Doanh thu t khu vc nng thn vt xa khu vc thnh th. Chim t trng ln nht trong doanh thu ca Cng ty l thnh ph H Ch Minh, chim 27,36% tng doanh thu. K tip l ng Nai, 8,77% v H Ni 5,28% tng doanh thu. 1.2. Tm nhn, s mnh ca cng ty Tm nhn: tr thnh cng ty bnh ko hng u Vit Nam S mnh: mang n li ch cho ngi tiu dung v gi tr dinh dng v an ton v sinh thc phm. Mang n li ch cho x hi vi mc tiu n nm 2013 s c 1000 n ci, 100 phng hc, 1000 sut hc bng c trao cho tr em ngho trn c nc.
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Mc tiu hot ng: lun hng n sc kho v li ch ca ngi tiu dng, Bibica hp tc vi Vin Dinh Dng Vit Nam nghin cu cc sn phm cho ph n mang thai, tr em, nhng ngi b bnh tiu ng hoc bo ph. Bibica hot ng vi chnh sch cht lng Khch hng l trng tm trong mi hot ng. 1.3. Xc nh mc tiu kinh doanh ca cng ty Xc nh cho cc nm 2011-2013: Mc tiu tng qut:
- Nm 2011: Doanh thu tng 25%, gia tng th phn Bibica, chim lnh 12% th

trng bnh ko Vit Nam.

- Nm 2012: doanh thu tng 30%, gia tng th phn Bibica, chim lnh 15% th

trng bnh ko Vit Nam - Nm 2013: doanh thu tng 20% so vi 2012 Mc tiu sn xut:
- Nm 2011: dy chuyn Chocopie t trn 50% nng sut, nng cp phn xng

bnh m, bnh bng lan nho, phn xng bnh trung thu nh my H Ni, trin khai hp l ha phn xng ko t nng sut 27 tn/ngy. - Nm 2012: khai thc 80% cng sut dy chuyn bnh Chocopie
- Nm 2013: khai thc 100% cng sut dy chuyn bnh Chocopie, khc thc trn

50% nng sut 2 dy chuyn mi. Mc tiu bn hng: - Gia tng bao ph ca cc sn phm Bibica - Nng cp v hon thin h thng nh phn phi ca Bibica Mc tiu sn phm: - Tp trung sn xut v tiu th sn phm - Pht trin sn phm bnh cy, ko cy - Xy dng cc nhm sn phm ch lc: Hura, Lottepie, ko. 1.4. Chin lc kinh doanh ca cng ty
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Th trng bnh ko ca Vit Nam hin nay c nh gi l c th t ti tc tng trng doanh thu bnh qun ln ti 20%/nm. Mc tiu th bnh ko bnh qun u ngi vn thp hn tng i nhiu so vi mt vi nc ln cn trong khu vc. Dn s ng v mc tiu th bnh qun thp l iu kin cho cc cng ty trong ngnh c iu kin tip tc pht trin. Do , cng ty c phn bnh ko Bibica n lc tung ra th trng cc sn phm a dng, cht lng, gi r, cng vi n lc tip th qung co mnh m, hiu qu nhm tng th phn ca cc sn phm. C th v hot ng, Kinh tng cng qung b thng hiu qua nhiu hnh thc: trin lm hi ch, qung co trn bo, qung co. Hot ng bn hng cng c y mnh: gia tng ph sn phm trn c nc, m rng knh phn phi ti cc tnh, giao hng trc tip n ca hng i l v kho tp kt giao hng (n v phn phi ln). Chin lc cnh tranh ca Kinh tp trung vo gi v cht lng vi cc mt hng chnh: bnh bng lan (Cakes), Crackers, Lottepie, Cookies. Hin nay th trng tiu th chnh ca Bibica vn l th trng ni a. C cu sn phm ca Bibica cung cp cho th trng a dng v chng loi v c nhiu dng sn phm khc nhau. Hin nay KDC ang ch trng n 3 dng sn phm mang li doanh thu ch yu ko, bnh bng lan Hura, bnh cracker bng cch u t mi cc dy chuyn sn xut nhm pht trin cc sn phm mi. 2. Phn tch tnh hnh 2.1. Phn tch ni b v hnh thnh th trng cnh tranh 2.1.1. Phn tch ni b Bibica 2.1.1.1 Ti chnh cng ty Bibica (BBC) l cng ty bnh ko nim yt ln th hai trong nc khi chim khong 7-8% th phn. Vn c th mnh v thng hiu, l iu c bit quan trng i vi ngnh sn xut hang tiu dung v bnh ko. BBC cn c hng li rt nhiu khi tr thnh i tc chin lc ca Lotte (Hn Quc) v tr thanh
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nh phn phi c quyn ca Lotte ti Vit Nam t thng 5/2008. i li, Lotte h tr BBC ngn sch marketing, cng ngh v nghin cu pht trin sn phm. Cng trong nm ny, vn iu l ca BBC tng them gn 43,2% so vi nm 2007 (nm 2007 c vn iu l l 107,7 t VN). Trong nm 2009, cng ty cng gii quyt 1 s c phiu u t trc y mc gi tt so vi th trng: bn 436.000 c phiu SBT vi gi bnh qun 15.000/CP,120.000 CP SHB gi bnh qun 30.000/CP. Vn iu l ca cng ty khng thay i so vi nm 2009 l 154,2 t VN. Trong nm 2010 th phn ni a ca BBC tng t 2-4% so vi cc nm trc (nm 2008 th phn BBC l 8%). Xy dng th trng H Ni, TP HC M t mc tiu doanh s chim 30% doanh thu min, t 50% im bn. Tip tc pht trin th trng xut khu. Vn iu l ca cng ty khng thay i so vi nm l 154,2 t VN. Nm 2010, BBC u t 9 hng mc vi tng mc u t l 74 t VN vo cc nh my Bibica Bin Ha, H Ni, Min ng Trong tng lai, c lng doanh thu ca BBC tng khong 16% khi cc d n u t vo dy chuyn sn xut hon thnh. Nm 2009 cng ty trin khai d n dy chuyn sn xut bnh Chocopice cng sut 1000 Kg/h. u t h thng sn xut bnh Mini Swissroll vi nng sut 5 tn/ngy nhm a dng ha sn phm v khai thc dy chuyn Layer cake. 2.1.1.2 Nhn s marketing v c cu t chc B phn marketing c iu hnh bi Ph tng gim c kinh doanh, Phan Vn Thin k s Nhit, c nhn Qun tr kinh doanh. Khi marketing chu trch nhim trong cc mng: chin lc marketing, thit k mu m bao b, pht trin thng hiu, PR, s hu CN, S t chc ca cng ty 2009

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2.1.1.3

Xy dng thng hiu v nghin cu marketing.

Xy dng thng hiu

- Cng ty tp trung cho vic chuyn nghip ha b phn marketing, qun l thng

hiu n h thng phn phi

- Cc b phn thit k sn phm, nghin cu v pht trin (R&D), sn xut, bn

hng, tip th, u thng nht trong vn xy dng thng hiu, phi hp cht ch v ng b nhm m bo tnh nht qun trong vic xy dng thng hiu vi khch hang. - Cc nhn hiu ca cng ty u phn cng nhn s ph trch ring bit.
- Cng tc o to kin thc qun tr thng hiu cng l vn cng ty quan tm.

Cc kha hc v qung co. qun tr thng hiu hin nay, Cng ty u c cn b tham gi nng cao trnh tham gia nng cao trnh v k nng cho cn b ph trch nhn hiu. Hot ng nghin cu th trng

XY DNG K HOCH MARKETING

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- Cc sn phm mi tung ra th trng cng ty u tin hnh nghin cu nhu cu,

hnh vi v th hiu ngi tiu dung trc khi tung chnh thc ra th trng thong qua b phn nghin cu th trng ti cng ty.
- Cc nghin cu xc nh nhu cu v dung lng th trng: thng qua cc cng ty

t vn chuyn nghip nhm mc ch xy dng chin lc marketing cho sn phm.

- Hng nm, cng ty u tin hnh kho st s tha mn ca khch hng nhm c

cc iu chnh ph hp v nhu cu v th hiu ngi tiu dng. 2.1.1.4 H thng knh phn phi Hin ti, h thng phn phi ca Bibica tri rng khp 64 tnh thnh trn ton quc thng qua cc knh phn phi sau: Knh bn l: y l knh phn phi ch yu ca Cng ty hin nay. Cng ty hin nay c trn 91 i l/nh phn phi v trn 50.000 im bn l trn ton quc. Knh siu th,metro, nh sch: y l knh bn hang quan trng hin nay v thi gian ti. Ca hng gii thiu sn phm: Cng ty hin nay c cc ca hang gii thiu sn phm ti ng Nai, Tp. HCM, H Ni, Nng v Cn Th. Cho hng trc tip: i bn hang trc tip s cho hang vo cc t chc hnh chnh s nghip, cc cng ty x nghip cc vn phng i din cho cc ngy l tt nh Trung thu, 1/6, Tt Nguyn n, . . . Knh xut khu: Xut khu cng l mt knh quan trng, hin nay hng ha ca Cng ty xut khu n cc nc trong khu vc v trn th gii nh M, i Loan, Trung Quc, Campuchia, Malaysia, Hin nay cng ty k hp ng tiu th sn phm vi 60 nh phn phi/i l v 20 h thng siu th nh sch, Metro trn c nc. Cc hp ng ny mang tnh nguyn tc chi phi hot ng bn hang vi tng i tc trong nm. Nhn chung khch hang ca Cng ty u l i tc c tim nng v hp tc tt trong vic tiu

XY DNG K HOCH MARKETING

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th sn phm, c kh nng lm ch th trng trong ngnh bnh ko v ti chnh m bo. 2.1.1.5 Tnh hnh kinh doanh c ln lt 544,4, 627, 787,8 t VND th ta cm nhn rng Trong cc nm 2008, 2009, 2010 li nhun ln lt 20,9, 57,3, 41,8 t VN. So vi doanh thu thu chi ph m BBC b ra hng nm l kh ln. Nm 2010, tnh hnh kinh t kh khn, pht ln n 11,75%, gi nguyn vt liu tng t 10-50% nn hiu qu kinh doanh khng c cao. Cng ty c 3 ln iu chnh gi bn ci thin li gp tuy nhin binh qun c nm 2010 vn thp hn nm trc 1,3%. Cng ty c mt s mt hng chnh sau: Nhm bnh: Bao gm cc dng sn phm sau:
- Dng bnh kh: gm cc loi bnh qui, xp, kp kem, hn hp vi cc nhn hiu

Nutri-Bis, Creamy, Orienko, Oris, Happy, Victory, Palomino, Giving, Golory, Hilary, ABC, dng sn phm ny c sn xut trn 2 dy chuyn hin i vi cng sut 4000 tn/nm chim 20-25% t trng doanh s v khong 20% th phn bnh Biscuif, Cookies trn th trng. Cc sn phm ny c ch ng trn th trng do cht lng tt, n nh, mu m phong ph, nhn hiu quen thuc vi ngi tiu dung.
- Dng sn phm Snack: gm cc loi hng v tm, cua , mc, b, ch c, cay

ngt, Dng sn phm ny hin nay c dung lng th trng ln nhng cng c nhiu n v tham gia nn cnh tranh rt mnh. c im ca sn phm ny l rt cng knh, chi ph lu thong ln tuy nhin nh tn dng c u th sn xut ti ch ( ta Bin Ha v H Ni) nn Snack ca cng ty c li th cnh tranh v gi v c phn phi kh rng trn c nc.
- Sn phm bnh trung thu: th phn bnh trung thu ca cng ty tng trng vi tc

rt nhanh (trn 50%) . c bit cng ty i u trong vic nghin cu v sn xut thnh cng sn phm bnh trung thu cho ngi n king, tiu ng.
- Dng sn phm bnh ti: g cc loi bnh bong lan kem nhn hiu Hura, bnh

nhn Custard Paloma v bnh m Lobaka, Jolly. Hura hin nay c nhiu li th
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cnh tranh so vi cc sn phm cng loi ca Kinh cng nh ngoi nhp do c sn xut trn dy chuyn mi, hin i ca , cng ngh tin tin m bo an ton v sinh thc phm vi hn s dng n 12 thng, sn phm ca Hura chim trn 30% th phn bng lan kem sn xut cng nghip v l n v dn u v cht lng.Sn phm bnh Custard v bnh m mi a ra th trng ang trn tng trng. Sn phm ko: chim t trng 40% ca Cng ty v khong 35% th phn ko c nc. Sn lng ko hng nm tiu th 5.500 tn. Cng ty ang pht trin dng sn phm ko khng ng n u xu th tiu dung mi. Sn phm mch nha: Hin nay mch nha ca cng ty c cung cp cho mt s n v trong ngnh ch bin khc vi sn lng 1000 tn/nm. C th thy h thng knh phn phi ca Bibica c bao ph rt tt trn th trng, h thng knh c tm vn xa ra cc khc th trng khc nhau, Tuy nhin nu em so snh vi i th cnh tranh, Kinh c 200 nh phn phi mnh, chui 30 ca hng Kinh Bakery, gn 120.000 im bn, 30.000 im bn kem v sn phm t sa,... trn ton lnh th Vit Nam vi s phc v ca hn 1.300 nhn vin tnh n cui nm 2010 th Bibica cn u t m rng lm dy thm cc knh phn phi, tng ph ca ln th trng nht l khu vc pha Nam nhm y mnh tiu th cc sn phm ca cng ty. 2.1.1.6 Mc tiu truyn thng Hoat ng quang cao, tip thi cho san phm banh bng lan ti Hura cua cng ty c phn banh keo Bibica t 2008 - 2010: i tng truyn thng: Vi inh vi phn khuc thi trng la Moi ngi, moi luc, moi ni vi nhom khach hang chinh: hoc sinh, nhn vin vn phong va h gia inh nn i tng truyn thng c cp n la hoc sinh va h gia inh. Muc tiu truyn thng:

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Gii thiu n khach hang san phm banh bng lan ti Hura n ngi tiu dung, tao nhn bit n khach hang muc tiu va tiu dung san phm. Thng ip chu ao: San phm mang tinh tin dung moi luc, moi ni va danh cho moi ngi Banh bng lan ti Hura am bao y u cht dinh dng. La chon phng tin truyn thng Quang cao:
- Quang cao trn Internet: quang cao trc tip trn website cua cng ty va cac

website lin kt
- Quang cao truyn hinh: cac chng trinh quang cao trn cac ai VTV, HTV va cac

ai ia phng cho cac nhan hiu mi theo cac chin dich tung san phm. Cu th, cng ty tin hanh quang cao trn HTV7 http://www.youtube.com/watch?v=q-3IF-LC2a0 - Quang cao bao chi: bao Tui tre
- Quang cao tip thi tai cac hi ch Hang Vit Nam cht lng cao, cac hi ch v

an toan thc phm, thc phm vi cht lng cuc sng,... nhm quang ba manh cho thng hiu Bibica.
- Tai tr gameshow: cng ty tai tr chng trinh Vit Nam qu hng ti, Vt

ln chinh minh, Trai tim nhn ai,... - Cac chng trinh tip thi trc tip: chao hang trc tip, nm th san phm mi PR:
- Cc chng trnh khc nhau c thit k nhm cao hoc bo v hoc nng cao

hnh nh sn phm ca cng ty.

- Cng chng bao gm khch hng, nh cung cp, c ng, nhn vin, chnh quyn,

cng ng v x hi m cng ty hot ng trong .

- Chng trinh hp tac vi Vin Dinh Dng Vit Nam v cac san phm mi giup

phong chng thiu mau thiu st phu n, cho ngi n king, bnh nhn tiu ng,...
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- Cac chng trinh t vn dinh dng cho cac ba me mang thai, cac phu n, cac

bnh nhn tiu ng,...

- Cng ty lun quan tm n cac cng tac xa hi t thin vi s tin mi nm ln

n 400 triu ng. Cu th: Nui dng 9 ba me Vit Nam anh hung huyn Nhn Trach, ng Nai. Xy dng 8 cn nha tinh nghia va 19 cn nha tinh thng tai ng Nai. Qua tng cho cac tre em ngheo vao cac dip l tt

Thm nom va tng qua cho cac tre em khuyt tt, ngi gia neo nn,... tai cac c s t thin tai cac Tp.HCM va ng Nai Tai tr cho cac hoat ng vn hoa, giao duc, th thao (Giai bong a Nhi ng ng Nai, cac cuc thi Robocon...)

Thm va tng qua cac chin sy bin gii hai ao vao dip tt Nguyn an Cu tr cac nan nhn ng t, song thn. BBC ti tr chng trnh vt ln chnh mnh BBC quyn gp qun o cu rt cho ng bo min ni pha Bc. BBC chng trnh tri tim nhn i

Tng qu cho tr em ngho n tt trung thu Khuyn mai: Cc hot ng khuyn mi bao gm: trng by, trnh din, thc hin chng trnh khuyn mi, Cng c khuyn mi: Trin lm, trng by v biu din, trnh din thng mi, hng mu phiu v qu thng, bo tr cc cuc thi, tng qu.

- Bnh bng lan Hura (bnh Hura c i tng tiu dng l nhn vin cng s, sinh

vin, hc sinh) dnh cho nhm khch hng ch yu l nhng ngi theo di World Cup. Chng trnh khuyn mi ny c nhng gii thng l 3.000 nn, 1.000 o thun dnh cho nhng phiu may mn trng ngay, v 5 gii nht l cp vng Bibica c gi tr 1 lng vng SJC/ gii cng vi 5 gii khc l 5 tivi Sony dnh cho nhng phiu khng trng ngay gi n tham d bc thm.

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- Nhn chung, Hura kh mnh trong cng tc PR tuy nhin vic u tin cn phi

lm l qung b sn phm Hura n ngi tiu dng cha thc hin tt. i tng khch hng l hc sinh, sinh vin, b ni tr, nhn vin vn phng nhng Hura li ch dng 2 phng tin qung co l: HTV7 v bo tui tr. HTV7 i tng thng xuyn l b ni tr; i tng thng xuyn ca bo tui tr cng l la tui thanh nin, trung nin.Trong khi , hc sinh l thng xem nhng knh dnh cho thiu nhi nh: HTV3, Sao TV; bo nhi ng; mc tm Sinh vin thng xem nhng knh gii tr nh: VTV6; Yan TV;.. Do vy, cng chnh l bc i thiu st ca Hura, dn n nhn thc ca ngi tiu dng cn km v sn phm bnh bng lan ti Hura. 2.1.1. Phn tch khch hng 2.1.2.1 Xu hng mua bnh ko chung ca ngi tiu dng hin nay:
- Ngy nay, ngi tiu dng quan tm v s dng sn phm bnh ko, h bt u

quan tm n cc sn phm ni hn ngoi v a s ngi tiu dng tin tng vo cht lng sn phm c thng hiu ca hng ni, mu m bao b li p v p ng c y cc phn khc khch hng khc nhau t bnh dn n sang trng..
- Ngi tiu dng c xu hng mua nhiu hn trong cc dp trung thu, dp tt v

trong cc k ngh h.. vi nhu cu n ung hay dng biu tng,..

- a phn khch hng ch trng n cc sn phm cht lng cao v tt cho sc

khe, ngi tiu dng bt u mua cc sn phm c tnh chuyn c tr nh: bnh dnh ring cho ngi n king, bnh dnh ring cho ngi b bnh tiu ng, Khch hng ca Bibica (bnh bng lan kem Hura):
- Khch hng m Bibica hin nay ang nhm ti l mi ngi mi ni, vi nhm

khch hng chnh l h gia nh vi mc ch dng bnh trong dp gia nh, hc sinh cn thc n nhanh lt d, nhn vin vn phng n nh gi gia tra.
- Khch hng tim nng m cng ty hng n l i tng vn phng vi mt lc

lng kh ng v tr.
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2.1.2. Phn tch cnh tranh 2.1.3.1 Phn tch tnh hnh chung v th trng Trong nhng nm gn y ngnh bnh ko Vit Nam c nhng bc pht trin kh n nh. Tng gi tr ca th trng Vit Nam c tnh nm 2005 khong 5.400 t ng. Tc tng trng ca ngnh trong nhng nm qua, theo t chc SIDA, c tnh t 7,3-7,5%/nm. Ngnh bnh ko Vit Nam c nhiu kh nng duy tr mc tng trng cao v tr thnh mt trong nhng th trng ln trong khu vc chu - Thi Bnh Dng do: T l tiu th bnh ko theo bnh qun u ngi Vit Nam cn thp so vi tc tng trng dn s. Hin nay t l tiu th mi ch khong 2,0 kg/ngi/nm (tng t 1,25 kg/ngi/nm vo nm 2003(2)); Th trng bnh ko c tnh cht ma v, sn lng tiu th tng mnh vo thi im sau thng 9 m lch n Tt Nguyn n, trong cc mt hng ch lc mang hng v truyn thng Vit Nam nh bnh trung thu, ko cng, mm, bnh qui cao cp, cc loi mt, htc tiu th mnh. V th phn phn phi, trong cc siu th, bnh ko Vit Nam lun chim khong 70%, bnh ko ca cc nc ln cn nh Thi Lan, Malaysia, Trung Quc chim khong 20% v bnh ko chu u chim khong 6 - 7%(3); Tham gia th trng hin nay c khong hn 30 doanh nghip sn xut bnh ko c tn tui. HAIHACO l mt trong nm nh sn xut bnh ko hng u Vit Nam, l i th cnh tranh trc tip ca cc cng ty nh Bibica, Kinh min Bc vi qui m tng ng v th phn, nng lc sn xut v trnh cng ngh. Tuy nhin a phn hu ht cc doanh nghip Vit Nam iu chu s nh hng v bin ng v gi sn phm do tnh hnh nguyn liu u vo c s thay i, gi nguyn liu tng, m ch yu l cc nguyn liu nhp khu nh: ng, bt.. 2.1.3.2 Cc cng ty cnh tranh chnh vi Bibica Cc cng ty trong nc Cng ty CP Kinh
14

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- L doanh nghip ang dn u th trng bnh ko Vit Nam vi th phn 28% v

tc tng trng doanh thu hng nm trn 20%. Kinh mnh v bnh qui, bnh cracker. Vic sc nhp gia KDC vi Kido v NKD v Vinabico s gip cho KDC tng thm sc mnh ti chnh v nng lc qun tr doanh nghip.
- Cc sn phm kinh doanh chnh ca cng ty: bnh trung thu, bnh quy, bnh

cracker, bnh m,bnh bng lan .Trong , th phn bnh bng lan chim hn 3% th phn c nc, chim khon 21% trong c cu doanh thu ca cng ty nm 2010.
- Th trng ch yu l trong nc(90% doanh s). H thng phn phi ca cng ty

rng khp trn c nc, nng lc phn phi hng u Vit Nam vi 120.000 im bn l, 1.800 nhn s bn hng trn ton quc,30.000 im bn kem v sn phm t sa, 100.000 im bn gii kht. - Cng ty c c knh phn phi truyn thng v hin i:

i vi knh hin i ch yu tp trung metro, Cash v carry v food service n tay ngi tiu dng. i vi knh truyn thng : thng qua nh phn phi c quyn qua im bn s hoc thng qua i ng bn hng n ch,tp ha, cc a im bn l khc n tay ngi tiu dng hoc thng qua i l.

Xut khu sang hn 30 nc trn th gii. Cng ty s tip tc m rng v pht trin knh phn phi mi, tng cng hp tc knh i l/s nhm m rng knh n cc vng su, vng xa. Ring vi dng bnh bng lan s thm nhp vo knh trng hc v khu cng nghip. c bit i vi ngnh hng bnh bng lan: u t khai thc phn khc cao cp, tung dng sophie phc v khch hng cao cp, dng sn phm solie hp 1 nhn v 2 nhn vi cht lng ci tin, bao b mu m p gia tng sc cnh tranh, tung dng solite gold Premium nhm vo phn khc cao cp cht lng vt tri, p ng nhu cu thng thc v lm qu biu sang trng. Tung dng sn phm IDO cho ni a v bc u thm nhp th trng tim nng.
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XY DNG K HOCH MARKETING

TH: NHM 3

- Khch hng mc tiu: trung bnh kh v ang nhm n khch hng cao cp lm

khch hang mc tiu mi.

- Thit b c u t vi cng ngh hin i, c nhp khu t nc ngoi, quy

trnh sn xut cht ch. Cng ty CP Hi H

- Th phn HAIHACO chim khong 6,5% th phn bnh ko c nc tnh theo

doanh thu, sau Kinh v Bibica.

- Sn phm kinh doanh: Ko l dng sn phm ch lc ca cng ty(chim 76%

doanh thu trong c nc), ngoi ra cn c cc sn phm nh kem xp, bnh quy, cracker, bnh mm ph socola vi nhn hiu: long-pie, hi-pie, lolie
- Khch hng mc tiu: i tng khch hng bnh dn, c thu nhp trung binh-

kh.y l mt trong nhng li th ca cng ty Hi H v cc cng ty khc ch yu nhm vo khch hng trung v cao cp. CTY c Pht: Cng ty c Pht pht trin nh chui ca hng bakery, ch yu kinh doanh cc sn phm bnh kem ti, vi c im a phn l cc thc n nhanh v s dng trong thi gian ngn.
- Mnh bi dng bnh ti, i vi dng bnh bng lan c Pht dn u vi hn

15% th phn.
- Khch hng ca c Pht hu nh l mi la tui t hc sinh n nhn vin vn

phng, c thu nhp trung bnh- kh tr ln. Cc cng ty nc ngoi L cc n v c vn u t nc ngoi nh cng ty lin doanh Vinabicokotobuki, Cng ty lin doanh sn xut ko perfectti..cc doanh nghip ny iu c li th v cng ngh. Cng ty lin doanh sn xut ko Perfetti- Vit Nam c hnh thnh 22/8/1995, tp trung sn xut ko cng cao cp perfectti tp trung vo cng thc tip th v phn phi, chim khong 60% th trng bnh ko tng nc.
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Cng ty vinaco-ktobuki tp trung vo sn xut bnh cookies v bnh bch quy. Th trng tp trung l th trng xut khu.

Phn tch chung v tnh hnh knh phn phi v gi ca cc cng ty

Kinh c h thng knh phn phi v nng lc phn phn dy c nht nc. Sau l Bibica..

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Kinh tp trung vo phn khc khch hng c thu nhp kh tr ln nn gi bnh Kinh cao nht trn th trng hin nay , Bibica ng th 2 sau Kinh . 2.2. Phn tch SWOT 2.2.1. Cng ty Bibica Phn tich SWOT v san phm banh bng lan HURA

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IM MANH (STRENGTHS) - y la dong san phm chu lc, chim 20% ty trong doanh thu hang nm. - c san xut trn dy chuyn thit bi hin ai cua Y vi nng sut 7,5 tn/ngay - am bao an toan v sinh thc phm vi han s dung n 12 thang. - San phm mang tinh tin dung cao, am bao dinh dng; ng thi kim soat lng cht beo va ham lng cholesterrol. - San phm Hura chim 20% thi phn banh bng lan trn toan quc. - San phm banh Hura chim 10% thi phn banh bng lan kem san xut cng nghip tai Tp HCM.
- a dang v chung loai vi nhiu

IM YU (WEAKNESSES) - Nhn thc cua ngi tiu dung v banh bng lan kem Hura con thp. - Ngun nguyn liu u vao (ng, trng, bt mi,...) lun bin ng nn anh hng gia thanh san phm. - Dich vu h tr san phm cha ph bin.

hng vi khac nhau. - Bao bi giy sang trong, bt mt. C HI (OPPORTUNITES) - Nhu cu ngay cang cao cua ngi tiu dung v san phm banh bng lan kem - Cng ty tip tuc u t phat trin nhom san phm chu lc, trong o co dong san phm banh Hura va Hura deli banh theo nhu cu khach hang
19

THACH THC (THREATS) - Canh tranh gay gt gia cac cng ty kinh doanh cung loai san phm, cac san phm thay th. - Yu cu ngay cang gt gao cua ngi tiu dung v tinh an toan, co li cho sc khoe khi s dung san phm.

- Linh ng thay i hng vi

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Phn tich SWOT v t chc ban hang

IM MANH (STRENGTHS) - Lc lng ban hang rng khp theo chui knh phn phi. - H tr gia cac trung tm phn phi, cac chi nhanh vi ai ly, nha phn phi va cac im ban le v vic cung cp i ngu ban hang chuyn nghip. - Trinh t chc va quan ly ban hang chuyn nghip.

IM YU (WEAKNESSES) - Gp kho khn khi ao tao nhn vin mi cha co kinh nghim. - Ban hang chay theo doanh s se khin mt s nhn vin i sai muc tiu cng ty khi tim u moi cach ban c hang. - Khng chuyn v mt mt hang nao nn khng t vn su cho khach hang khi cn thit.

C HI (OPPORTUNITES) - Ngun lao ng lun di dao - Cng ty co u kha nng tai cu truc lc lng ban hang - Thc hin nhiu lp ngn han nhm ao tao chuyn su cho nhn vin.

THACH THC (THREATS) - H thng ban hang cua i thu cung rt chuyn nghip va hung hu - Kho khn trong vic gi nhn tai khi cac chinh sach i vi nhn vin cua i thu tt hn

Phn tich SWOT v hoat ng phn phi

IM MANH (STRENGTHS)
20

IM YU (WEAKNESSES)

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TH: NHM 3

- H thng knh phn phi manh, rng khp 64 tinh thanh. - Co n 108 ai ly, nha phn phi va hn 40.000 im ban le. - Cng ty xy dng h thng phn phi ring vi hinh thc la cac chi nhanh, c tach bit vi ai ly. - Phi hp vi cac n vi thanh lp cac trung tm phn phi vi chin lc phu rng mang li. - Cng ngh hoa vi phn mm ERP nm tai cac ai ly, nha phn phi. C HI (OPPORTUNITES) - Tp oan Lotte la i tac chin lc va la c ng cua cng ty tao iu kin m rng thm knh phn phi, h tr v quan ly knh phn phi,... trong tng lai - Cng ty lin tuc cp nht cng ngh hin ai, ap dung trong vic quan ly knh phn phi tao c hi phat trin cac trung tm phn phi va cac chi nhanh cua cng ty. Phn tich SWOT v chiu thi IM MANH (STRENGTHS)
21

- Cac trung tm phn phi c xy dng rng khp nhng khng chuyn su, gy kho khn trong vic at doanh s trong thi gian u. - y la h thng phn phi chung cho tt ca cac dong san phm cua cng ty nn tao han ch trong vic tp trung phn khuc cho san phm Hura.

THACH THC (THREATS) - H thng phn phi cua i thu canh tranh cung khng ngng m rng, canh tranh gay gt vi doanh nghip - Gy nhiu kho khn cho vic quan ly h thng phn phi theo trung tm phn phi, chi nhanh, ai ly, cac im ban hang - Cac hinh thuc knh phn phi se t canh tranh vi nhau

YU (WEAKNESSES)

XY DNG K HOCH MARKETING

TH: NHM 3

- Cng ty co th manh trong cac hoat ng cng ng nhm nng cao hinh anh cng ty - Thc hin cac chng trinh quang cao gii thiu cng ty va san phm qua rt nhiu phng tin nh: truyn hinh, bao chi, radio, internet...

- Hiu qua cac chng trinh quang cao gii thiu san phm khng cao - Thit k mu quang cao cho banh bng lan kem Hura khng hp dn - Cng ty cha u t nhiu v hoat ng chiu thi cho ring san phm Hura

C HI (OPPORTUNITES) - Ngi tiu dung ngay cang co kin thc v cng ngh thng tin, cach thc cp nht thng tin v san phm cung rt a dang (internet, bao chi, tivi, ...) - Hiu qua cac hinh thc quang cao c cng nhn va c cac doanh nghip s dung ngay cang nhiu

THCH THC (THREATS) - Canh tranh gia cac doanh nghip v chng trinh quang cao v san phm. - Tn nhiu chi phi cho hoat ng chiu thi nn cng ty se rt cn nhc khi chp nhn hoat ng chiu thi.

Phn tch swot ca cng ty:

IM MANH (STRENGTHS) - Ngun lc tai chinh va nhn s manh - Cng ngh hin ai vi dy
22

IM YU (WEAKNESSES) - San phm chinh cua cng ty la mt hang nhu yu phm nn sc mua lun bin ng, d co san

XY DNG K HOCH MARKETING

TH: NHM 3

chuyn san xut at chun quc t - Thng hiu Bibica lun c ngi tiu dng tn nhim bnh chn t danh hiu hng Vit Nam cht lng cao nhiu nm lin. - Thng hiu Bibica c chn l thng hiu mnh trong top 100 thng hiu mnh ti Vit Nam. - Bibica la n vi duy nht c chon lam i tac vi Vin Dinh Dng Vit Nam nn san phm cua cng ty tao c uy tin cho ngi tiu dung. - San phm hura co cht lng cao, bao bi ep, a dang chung loai. - H thng phn phi rng khp ca nc - i ngu ban hang chuyn nghip.

phm thay th - Hoat ng chiu thi khng hiu qua - Thng hiu banh bng lan kem Hura cha c nhn bit nhiu - H thng nhn din kem

C HI (OPPORTUNITES) - S hu thun cua tp oan Lotte v cng ngh, tinh chuyn nghip trong ban hang, tip thi
23

THACH THC (THREATS) - a phn nguyn liu u vao c nhp khu nn khi ty gia bin ng se anh hng gia

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TH: NHM 3

va quan ly tai chinh. - S h tr t chinh phu vi chng trinh Ngi Vit dung hang Vit - Nhu cu ngi tiu dung san phm ngay cang tng.

thanh - H thng may moc cng ngh u nhp khu t nc ngoai nn phai ganh chiu rui ro v ty gia kha ln. - Canh tranh gay gt vi san phm cung loai va san phm thay th nh trai cy, nc ung trai cy. - Yu cu ngay cang gt gao cua ngi tiu dung v tinh an toan, co li cho sc khoe khi s dung san phm.

2.2.1. Phn tich SWOT cua i thu canh tranh Cng ty Kinh

IM MANH (STRENGTHS) - La doanh nghip dn u trn thi trng banh keo vi 28% thi phn va tc tng trng doanh thu hang nm n inh trn 20% - Cng ty co ngun tai chinh manh, u t nhiu linh vc: ch bin thc phm, u t tai chinh, bt ng san. - Co li th v thng hiu vi
24

IM YU (WEAKNESSES) - Cng ty hoat ng kinh doanh vi nhiu linh vc nn gy kho khn trong vic quan ly, u t chuyn bit cho dong san phm cu th. - Banh bng lan kem vn khng nm trong san phm chu lc cua cng ty nn cha c u t manh.

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TH: NHM 3

h thng knh phn phi rng khp ca nc - Doanh nghip co ngun tai chinh manh va nng lc quan tri c nng cao qua vic sap nhp gia Kinh vi Kido va Vinabico - San phm chu ao la banh qui va banh cracker. - Thi phn banh bng lan kem Sophie chim 3% so vi thi phn ca nc, chim 21% trong c cu doanh thu cua cng ty. - San phm a dang, bao bi ep - Cng ngh san xut hin ai - H thng phn phi rng khp vi 200 nha phn phi, 40 ca hang Kinh Bakery, hn 75.000 im ban le va hn 1.000 nhn vin ban hang trn toan quc. C HI (OPPORTUNITES) - Vic sap nhp gia Kinh vi Kido, Vinabico va NKD ( Cng ty CP Ch Bin Thc Phm Kinh Min Bc) tao thm tim lc v tai chinh va nng lc quan tri doanh nghip.
25

- Thi phn banh bng lan tai Tp HCM chi chim 3%, con kha thp.

THACH THC (THREATS) - Canh tranh gia cac doanh nghip trong cung thi trng. - Qua trinh hi nhp quc t gy thm kho khn trong vic canh tranh vi san phm ngoai nhp.

XY DNG K HOCH MARKETING

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- Thi trng banh keo hp dn, nhu cu ngay cang tng. - S h tr t chinh phu vi chng trinh Ngi Vit dung hang Vit - Nhu cu ngi tiu dung san phm ngay cang tng.

- Nhng bin ng v gia anh hng n u vao. - San phm kem cht lng, hang gia tran lan trn thi trng. - Hoat ng tai chinh cua cng ty kha ln nn s bin ng cua thi trng tai chinh se anh hng n cac hoat ng kinh doanh khac. - Yu cu ngay cang gt gao cua ngi tiu dung v tinh an toan, co li cho sc khoe khi s dung san phm.

Cng ty c Phat IM MANH (STRENGTHS) - Cng ty co nhiu kinh nghim trong vic san xut banh bng lan kem - Gia san phm thp hn so vi san phm cung loai cua cng ty canh tranh - Thi phn banh bng lan kem dn u thi trng Tp HCM vi 15% - Ngi tiu dung chp nhn la banh bng lan san xut va tiu dung ngay
26

IM YU (WEAKNESSES) - Tim lc tai chinh yu - Cng ty t chc san xut khng u t dy chuyn hin ai nn nng sut khng at nh mong mun. - Cng ty chi tp trung san xut san phm cung ng thi trng, nhng lai khng u t h thng nhn din thng hiu, hoat ng chiu thi cho san phm - Cht lng san phm cha c khng inh va bao bi san

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- Li th canh tranh v gia san phm banh bng lan kem. C HI (OPPORTUNITES) - Ngi tiu dung chp nhn va s dung san phm ngay cang ph bin. - Nhu cu ngi tiu dung ngay cang tng. - S h tr t chinh phu vi chng trinh Ngi Vit dung hang Vit. - Nhu cu ngi tiu dung san phm ngay cang tng

phm cha bt mt. - H thng phn phi kem THACH THC (THREATS) - Canh tranh gay gt vi cac cng ty cung nganh ang chim dn thi phn. - Ngun cung ng u vao lun bin ng anh hng n gia thanh - San phm hang gia, kem cht lng cha c kim soat - Yu cu ngay cang gt gao cua ngi tiu dung v tinh an toan, co li cho sc khoe khi s dung san phm.

2.3.

Gi nh Marketing

Ma trn tng trng th phn BCG:

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Mc th phn tng i (X): l t s gia th phn ca doanh nghip Hura(10%) v th phn ca i th cnh tranh chim ln nht c Pht(15%) ti khu vc Tp.HCM nm 2003. T l tng trng doanh s bn hng trong ngnh (Y): tc tng trng th (doanh s hng nm) ca doanh nghip (2 t) i vi ngnh (6 t) nm 2003. (Tc tng trng ngnh c tnh 7,3 7,5%/nm) T ma trn BCG ta thy rng, vi sn phm Hura ca Bibica c mc tng trng v th phn tng i cao (nm Ngi sao), tuy nhin dng sn phm ny tht s khng thnh cng nh mong i th trng Tp.HCM, th nn ch c biu hin bng mt vng trn nh. Tuy nhin, c kh nng to ngun lc t duy tr. Cc chin lc thch hp cho v tr ny l chin lc kt hp pha trc, pha sau, thm nhp th trng, pht trin sn phm, cnh tranh hoc lin doanh. Ring i vi dng sn phm bnh bng lan kem Hura, mc tiu ch cht t ra cho c nm 2004 l ti nh v nhn hiu Hura, c bit ti th trng Tp.HCM. iu ny cho thy, sn phm vn c gi nguyn, khng thay i, ch thay i v vn nh v v v th m nh hng chin lc cho dng sn phm ny l chin lc hi nhp pha trc v pha sau, tc doanh nghip s tm mi cch s hu v gia tng s kim sot cc h thng cung cp v phn phi ca mnh nhm tp trung ton lc pht trin vo knh phn phi v khch hng. 3. Xy dng mc tiu marketing 3.1. Mc tiu marketing tp trung vo ti chnh - Nm 2011 vi vic c u t thm dy chuyn sn xut bnh bng lan, Bibica t mc tiu tng doanh s bnh (ch lc vn l Hura) ln 45-50% doanh s. - Mc tiu i vi cc ch s ROE, ROA

2 0 0

20 10

20 11 E

2 0 1

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9 ROE(t s li nhun rng trn vn ch s hu) ROA(t s li nhun rng trn ti sn) 3 4 1 0 % 7. 3 4 % 3.2. Mc tiu marketing tp trung vo x hi 3.2.1. Mc tiu tp trung vo X Hi 12 % 7. 95 % 14 % 8. 95 %

2 E 1 6 % 1 0 %

- Bo v mi trng sinh thi: Thc hin trch nhim ngha v bo v ngun nc sch cho cng ng, cam kt u t 5 t ng cho h thng x l nc thi cho nh my Bibica Bin Ha vo 2012. - Trch nhim x hi:

Tip tc thc hin chng trnh t thin vo dip tt thiu nhi, tt trung thu, tt nguyn n cho nm 2012: Thm hi v trao 5000 phn qu cho cc B M Vit Nam Anh hng, cc tr em c hon cnh kh khn, cc trung tm nui dng ngi gi v ngi tn tt ti thnh ph H Ch Minh v C Chi.

Thc hin chng trnh t thin Bibica Tip sc n trng cho nm hc 20122013 ti tr khong 2 t ng cho nhiu chng trnh t thin ln, gp khong 100 triu ng cc hc sinh, gio vin ti mt trng hc vng su ng bng sng Cu Long c th xy sa, trang b bn gh cho mt trng hc. Cng ty cng s trao 20 xe p (hoc 40 sut hc bng) c tng tr gi 20 triu ng cho nhng hc sinh , c hon cnh c bit ti cc thnh ph ln nh TP HCM, ng Nai, Bnh Dng v H Ni.

29

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Trao 5000 phn qu cho nhng bnh nhi ti cc bnh vin, nhng trung tm nui dng ngi gi, tr em tn tt, m ci, khng ni nng ta vi tng tr gi ln n 150 triu ng.

Tip tc ng hnh l nh ti tr cho chng trnh t thin ca cng ty nh chng trnh Vit Nam qu hng ti vo nm 2012.

Quan h c ng Xy dng mi quan h tt p, hp tc i bn cng c li. t mc t l c tc l 10% cho cc c ng v mc EPS (li nhun trn mi c phiu) t t 2.762 ln 3.100 ng trong nm 2012. 3.2.2. Mc tiu marketing tp trung vo marketing. Bn ngoi: Mc tiu i vi ngi tiu dng nm 2012 - Mc nhn bit u tin (top of mind): 60% - Mc nhn bit c tr gip:70% - Mc yu thch sn phm:50% - Mc tin tng sn phm:45% - Khuyn khch % khch hng mua sn phm:0% - Tng th phn ca khch hng mc tiu i vi bnh bng lan: 2003 2 0 0 T 10% th phn ti Tp.HC
30

2010

2011E

2012 E

18% phn

th

20 th phn Tp.

22% th phn Tp.H CM

Tp.HCM

HCM

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TH: NHM 3

M - Mc tiu v knh phn phi: Xem xt cc nm nh sau:

Nm 2008: Pht trin im bn l 15% trn tng s im bn l(150.000 im) c bn sn phm Bibica(40.000im), mc tiu mi nm tng 10-15% Nm 2009: c khong 40.000im bn l tri di trn 6264 tnh thnh c nc, tiu th khong 80% sn phm, khong 15% tiu th qua h thng siu th v 5% xut khu. Cng ty c nh hng s gia tng in bn l t 10-15% mi nm.

Nm 2010: 55.000 im bn l tri di trn c nc.

Mc tiu 2011v 2012:

Tp trung pht trin h thng phn phi c v chiu su ln chiu rng, tng s im bn l ln 90.000 im bn l v duy tr n nm 2012. Bn trong - Mc tiu tp hp sn phm Quyt nh v dng sn phm: Chiu di ca tp hp dng sn phm bnh bng lan kem Hura: hin ti c 2 dng bnh bng lan kem: bnh dng layer cake v bnh bng lan kem cun ngoi ra cn bnh bng lan trng c th (custard) v banh bng lan kem layer cake cao cp c ph scla l Hura Deli. Mc tiu: pht trin v chiu su cho dng sn phm bng layer cake v bng lan kem cun v y l 2 dng bnh bng lan ph bin, thch hp cho s dng hng ngy. - Mc tiu chu k sng ca sn phm:

Giai on gii thiu sn phm: ko di 3 thng (1/1/2012 31/3/2012) Ghi nhn nh gi t ngi tiu dng nhm hon thin sn phm.

Giai on tng trng: 7 thng tip theo(1/4/2012 31/10/2012)

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t c mc tng trng nhanh. Doanh s bn hng trong 7 thng: 3.500.0000.000 VND

Giai on suy thoi: 2 thng cn li nm 2012. Gim gi sn phm bnh bng lan layer cake nhng hng v c doanh s bn ra khng cao.

- Mc tiu v nhn hiu v qun tr gi tr ti sn nhn hiu

Ngi mua theo thi quen chim t l cao v vi thng ip ca bnh Hura l mt ba n lt d, nhanh chng tin li v tr thnh thi quen tiu dng ca khch hng. - Mc tiu v bao b sn phm i tng khch hng mc tiu l nhn vin vn phng do , cn thit k bao b bt mt sang trng v th hin ng tnh cch nhn vt ca thng hiu Hura: nhanh chng, n gin, l ngi bn hu ch cho ba n lt d. - Mc tiu v dch v h tr sn phm

Dch v h tr sn phm
32

XY DNG K HOCH MARKETING

TH: NHM 3

Thit lp hotline t vn cho khch hng v thnh phn dinh dng, gii p nhng thc mc ca khch hng v sn phm. 4. Chin lc STP cho bnh Hura th trng Tp.H Ch Minh 4.1. Nhng vn m Hura ang gp phi: Mc nhn bit ca ngi tiu dng cn thp, ngi tiu dng vn cha thc s tin tng vo cht lng ca bnh Hura S khc bit v th phn gia min Nam v min Bc. 4.2. Phn khc th trng (S) Tiu thc Nhn khu hc Gii tnh Tui tc Nam (3,5 triu ngi) v n (3,85 triu ngi) t 7-11 (493255 ngi) t 12-18 (498701 ngi) t 19-35 (khong 1,589 triu ngi) Ngh nghip nhn vin vn phng, cng nhn vin chc hc sinh, sinh vin lao ng ph thng Thu nhp Tm l Thi sng Bn rn trong cng vic v sinh hot D thch nghi v chp nhn cc xu hng mi C tnh Nng ng, hot bt Lun cp nht nhng xu hng mi
33

Cc c trng ca phn khc

Trung bnh (4-6 triu)/thng v kh n nh

XY DNG K HOCH MARKETING

TH: NHM 3

Quan tm n dng v b ngoi, c tnh t chc trong cng vic

Li sng

Thch t lp, nng ng v hin i Hng ngoi, quan tm n sc khe bn thn v gia nh. Thch t tp bn b, tr chuyn tn gu ngoi gi.

Khu vc a l

Khu vc cc qun trung tm: sc mua ln Khu vc cc qun ven thnh: t si ng, CPI lun thp hn so vi trung tm.

Hnh vi tiu dng Tnh hung mua hng Lm thc n nh trc khi i hc, i lm, n trong gi gii lao n trong lc tn gu vi bn b, ng nghip Lm qu tng, biu

Li ch tm kim

Bnh ti ngon v hp v sinh an ton thc phm Hnh thc s dng sn phm mi l, tin li. Gi trung bnh m bo b sung dinh dng Tin li, ph hp vi cng vic bn rn

4.3. Chn th trng mc tiu (T)

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XY DNG K HOCH MARKETING

TH: NHM 3

Da vo phn khc th trng phn tch trn, quyt nh chn th trng mc tiu theo chin lc Marketing tp trung, trong :

Th trng mc tiu m nhm mun hng ti v tp trung chnh y l cc nhn vin vn phng trong tui t 19 n 35, nhng i tng ny cuc sng kh bn rn, nng ng, quan tm n b ngoi v thch

thng c

gp g, tn gu vi ng nghip bn b trong gi gii lao. tui ny c thu nhp tng i n nh, t do v ti chnh.

Nhm hc sinh tui t 11-18 c chn lm i tng khch hng ph,

tui ny hu ht cha c thu nhp, cn ph thuc vo gia nh, tuy nhin y li l tui c nhu cu n vt cao, thch t tp, tn gu vi bn b. 4.4. nh v sn phm (P) 4.4.1. Cc yu t nh hng n quyt nh cho chin lc nh v: Th trng cc sn phm bnh ko ti thnh ph H Ch Minh pht trin kh nhanh, nht l phn khc cho dng sn phm bnh cao cp. C th ni y l min bnh th trng rt hp dn cho cc doanh nghip kinh doanh trong ngnh u t vo. u t vo sn xut cc sn phm c cht lng cao hn s gip cho Bibica ci thin t sut li nhun v m ra kh nng xut khu trong tng lai. Trc y, Bibica vn c th mnh truyn thng trong sn xut ko. Tuy nhin sau khi u t vo dy chuyn sn xut bnh bng lan mi Bibica Min ng, Bibica cng tr thnh mt thng hiu mnh v sn phm bnh trong nhng nm gn y. Chin lc ph trin chung m cng ty th hin : T na cui nm 2009, Bibica tp trung pht trin phn khc cao cp vi vic a ra th trng dng bnh bng lan Hura Deli v ko sa cng ExKoo. Khch hng mc tiu cho nhn hiu Hura m Bibica nhm ti l cc nhn vin vn phng. Khc vi vic xc nh khch hng mc tiu l mi ngi mi nh nh trc y ca Hura. i v nhn vin vn phng th h l nhng ngi c thu
35

XY DNG K HOCH MARKETING

TH: NHM 3

nhp nh, h quan tm ti cht lng sn phm, tnh tin t ca sn phm mang li. Nhm khch hng ny cng khng qu xa l g vi sn phm bnh bng lan kem ca Hura. Vic nh v cho sn phm b chi phi rt ln bi nhn thc ca h v sn phm. Hura c nh v theo thuc tnh ca sn phm, l sn phm c cht lng cao. 4.4.2. Ti nh v cho sn phm Hura nh v s khc bit so vi cc sn phm bnh bng lan ti ca cc i th cnh tranh bng cht lng sn phm, sn phm Hura b sung y dinh dng, m bo v sinh an ton thc phm vi hn s dng lu (1 nm). nh v to s khc bit so vi cc sn phm bnh bng lan trn th trng bng hnh thc bao b p, bt mt, cng ngh ng gi sn phm hin i, sn phm c th dng lm qu biu. Hnh nh qung co: nhn vin vn phng, y l i tng ny l nhm tham kho ng tin cho khch hng c thu nhp cao, nng ng, ng tin cy. Slogan: slogan trc y ca Hura cha thc s to c s n tng i vi ngi tiu dng, ng thi cha nh hnh c nhm khch hng mc tiu m sn phm nhm n : mi ngi, mi lc, mi ni. Chnh v th, slogan mi phi hng n khch hng mc tiu, ng thi th hin c s nng ng, tin li ca sn phm. v d: hura-khng ch l s tin li 5. Chin lc marketing cho bnh hura: 5.1. Chin lc sn phm: 5.1.1. Kch thc tp hp sn phm bnh bng lan Hura: Hin nay trn th trng, Bibica phn phi cc sn phm bnh bng lan mang thng hiu HURA sau: TRNG STT 1 TN SN PHM LNG Bnh bng lan cun 120gr hng B
36

GI BN

XY DNG K HOCH MARKETING

TH: NHM 3

Bnh bng lan cun 2 hng Du Bnh bng lan cun 3 hng Cam Bnh bng lan cun 4 hng Cm Bnh bng lan kem b 5 sa Deli Bnh bng lan kem 6 hng Cm Deli Bnh bng lan kem 7 hng Du Deli

360gr 120gr 360gr 120gr 360gr 120gr 360gr 168gr 336gr 168gr 336gr 168gr 336gr 200gr 240gr

bnh Hura Du hp giy 480gr 200gr 240gr 480gr 200gr 240gr

bnh Hura Cm hp 9 giy

Bnh Hura Nho hp 10 11

giy 480gr Bnh Hura Cam +C hp 200gr giy

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XY DNG K HOCH MARKETING

TH: NHM 3

240gr 480gr 200gr 480gr 200gr 480gr 200gr 480gr

Bnh Hura Khoai mn 12 hp giy Bnh Hura Socola kem 13 sa hp giy Bnh Hura Kem b sa 14 hp giy

5.1.1. Quyt nh nhn hiu: Hura l mt trong nhng dng sn phm bnh ca cng ty Bibica. Nhn hiu Hura do cc s cng nghip cp vn bng bo h s 43788 vo ngy 31/10/2001. Nhn hiu Hura c dng cho tt c cc dng sn phm thuc v bnh bng lan ca cng ty Bibica. Cc dng sn phm bnh bng lan i km vi ch Hura v pha sau l cc hng v c trng ca tng loi. in hnh nh: Bnh Hura du, bnh Hura cm, bnh Hura Deli 5.1.1. Tiu chun v cp cht lng: Bibica l cng ty c uy tn v danh ting trn th trng. V th nhng dng sn phm ca cng ty lun m bo cht lng v tt cho sc khe ngi tiu dng. Vi mc tiu hot ng l lun hng n sc kho v li ch ca ngi tiu dng, cng ty hp tc vi Vin Dinh Dng Vit Nam nghin cu ra i dng sn phm thm ngon v p ng nhu cu dinh dng cho nhng i tng khch hng c th nh : Ph n mang thai, tr em, nhng ngi b bnh tiu ng hoc bo ph. Nguyn liu ch yu sn xut bnh bng lan Hura l bt m, ng , trng, mch nha, cht to nh (E475), cht to xp (503ii, 500ii), mui, cht bo qun
38

XY DNG K HOCH MARKETING

TH: NHM 3

(202). Ngoi ra, ty theo hng v v c trng ca mi sn phm u c cc thnh phn ph khc nhau. in hnh nh: cht x ho tan (FOS), Vitamin (A, E, C, B6, aicd folic), acid folic, carotene, cc hng v t cc loi tri cy, socola, vaniNhiu dng Hura cn c tc dng b sung nng lng gia gi, cung cp kcal tng ng mt ba n ph,..Hn na, cc ngun nguyn liu sn xut u nhp t cc nh cung cp c uy tn, n nh trong v ngoi nc nh: Cng ty c phn ng Bin Ha, cng ty bt m Bnh ng, S.I.M Vi chnh sch cht lng Khch hng l trng tm trong mi hot ng ca chng ti, cht lng sn phm v m bo an ton v sinh thc phm c Bibica coi l nhng vn quan trng nht. Do , tt c sn phm ca cng ty u c sn xut trn dy chuyn thit b v cng ngh hin i, a s c nhp t Chu u. c bit bnh bng lan Hura l loi bnh c sn xut trn dy chuyn hin i ca v c thi gian bo qun l 12 thng. Bn cnh , h thng qun l cht lng ca cng ty c T chc BVQI (Anh quc) chng nhn ph hp vi tiu chun ISO 9001:2000. Vn an ton v sinh thc phm ngy cng c ngi tiu dng quan tm, v th cng ty trin khia vic xy dng h thng m bo v sinh an ton thc phm theo tiu chun HACCP cho dy chuyn sn xut bnh bng lan kem Hura, v c chng nhn ca t chc QUACERT. Ngoi ra, i vi mt s sn phm s dng cho ngi n king v bnh tiu ng trn bao b u c du chng nhn ca Vin Dinh Dng v thng tin " Sn phm c s t vn v th nghim lm sng bi Vin Dinh Dng Vit Nam ". 5.1.1. Thit k bao b v ng gi: Hin ti, cc sn phm bnh bng lan Hura u c bao b kh bt mt. Mi loi bao b uc nhng c trng v mu sc, kiu dng, trng lng, v th ngi tiu dng c th d dng la chn ty theo s thch c nhn. Tuy nhin, cc sn phm bnh Hura hon thin hn trong mt ngi tiu dng th cn ci tin mt s chi tit nh v bao b cng nh cch ng gi. c bit, khch hng hin ti m Hura mun nhm n l nhn vin vn phng- mt phn
39

XY DNG K HOCH MARKETING

TH: NHM 3

khc cao hn hc sinh cp 3. V th, s tin dng v bt mt ca bao b l yu t quan trng khng th thiu trong chin lc sn phm. V bao b: Dng sn phm Hura Deli l dng sn phm cao cp ca bnh Hura nhng cch thit k bao b vn cha thc s bt mt. c bit, Hura l bnh Vit Nam nhng hnh nh in trn bao b li l nhng hnh nh ca nhn vt nc ngoi. iu ny d gy s nhm ln i vi thng hiu bnh Vit. Do , cn thit k li bao b ca sn phm Hura Deli. Hura Deli c 3 loi hng v: Kem b sa, hng cm, hng du.
-

Cht liu: S s dng cht liu bao b c cng v dy hn so vi cc loi bao b hin ti Hnh nh: Gi li hnh nh bnh Hura phn di v b phn hnh nh phn trn ca thn sn phm. Mu sc: Ton hp bnh ngoi hnh nh bnh bng lan v nhn Hura th c ph mt lp mu sc nguyn bn ph hp vi tng hng v ca bnh. Hp bnh Hura Deli kem sa: C mu kem nguyn bn Hp bnh Hura Deli hng cm: C mu xanh l nguyn bn ca cm Hp bnh Hura Deli hng du: C mu nguyn bn ca du ty chn mng tn nhn hiu v lm tot c v sang trng ca hp bnh.

- Ch vit: Ch Hura s c vit bng mu vng c m, iu ny s lm ni bt

V cch ng gi:
- Khi lng: Cc loi sn phm hin ti u c khi lng 200g tr ln, tng

ng vi 10 gi nh/ hp. iu ny d dn n s bt tin v ngi khi ngi tiu dng mun mua vi s lng nh hn. Do , cn b sung cc hp bnh c trng lng nh hn mi chng loi: Hp 40g (2 gi nh/ hp); hp 80g (4 gi nh/ hp). Nh vy s tin li cho mi ngi, c bit l nhn vin vn phng s dng n sng m khng phi mua vi s lng qu nhiu.
- Ngoi lp bao b bn ngoi, bnh Hura cn b sung thm mt bao b lt. V bnh

thng b dnh vo lp v khin ngi tiu dng cm thy kh chu khi

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XY DNG K HOCH MARKETING

TH: NHM 3

thng thc v mt i hnh dng c trng ca sn phm. Bao b lt s c thit k nh lp giy thm du mu trng, c tc dng gi bnh c c nh v khng b bnh vo bao b bn ngoi. Ngoi ra, bao b lt cn c tc dng gip bnh c kh trong qu trnh bo qun v l mt mnh giy lt tay khi ngi tiu dng thng thc bnh.V th, ngi tiu dng s d dng lt lp v bn ngoi m khng cn phi lo lng bnh bm vo v ngoi hay tay mnh na. 5.1.2. Dch v h tr: Thit lp ng dy Hotline dnh cho dng sn phm Hura nghe cc kin phn hi v gp v cht lng, mu m, hng v ca tng loi bnh. Dch v t vn khch hng v sc khe, ch dinh dng cho khch hng. c bit i vi nhng khch hng ang c ch n king v bnh tiu ng. C dch v giao hng tn ni i vi khch hng l cc cng ty v t chc c s lng t hng ln. Ti cc ca hng phn phi u c treo hp th gp ca cng ty ly kin gp ca khch hng i vi sn phm cng nh h thng phn phi ca cng ty. 5.1.3. Pht trin sn phm mi: m bo v th cnh tranh trn th trng v gi vng th phn ng u ca dng sn phm Bnh bng lan kem ti. Ngoi nhng sn phm bnh bng lan hin c, cng ty cn pht trin thm cc sn phm bnh bng lan mi sau: Thm hng v bnh to vo dng sn phm bnh bng lan Quasure Light v dng bnh Hura hp giy. To c tc dng h thp cht bo trung tnh trong mu, cha Vitamin C c tc dng tng sc bn thnh mch mu v sc khng ca c th. V th, bnh thch hp vi ngi n king v bnh tiu ng. nh mnh vo gii vn phng bng 2 sn phm mi: Hura Deli hng caf v Hura Deli kem the mt t bc h. Nhn vin vn phng l nhng ngi thng i mt vi cc cng vic cng thng, d bun ng. V th, cng ty cn a vo 2 loi bnh c cha cc cht gip kch thch tinh thn lm vic v gim cng thng
41

XY DNG K HOCH MARKETING

TH: NHM 3

- Tc dng ca caf: y l hng v c cc gii vn phng a chung. Tc

dng ln nht ca c ph l lm tinh thn phn chn, tnh to. Khi mi mt ung s dng cafe s hng phn tinh kh thn. Ngoi ra, gi tr dinh dng ca caf cng phong ph. Theo phn tch, cafe cha 10-14% cht bo, 5- 8%

Protein, ng, mui v c v cc loi Vitamin. V th, khi s dng cc loi bnh Hura Deli hng Cafe khng nhng mang li s tnh to m cn cung cp y cht dinh dng cho mt ba n ph.
- Tc dng ca bc h: Kch thch tinh thn sng khoi sau nhng gi lm vic cng

thng. Mi thm ca bc h kch hot tuyn nc bt cng nh cc tuyn enzyme kch thch tiu ha, qua gip ci thin tnh trng tiu ha. Hn na, hng bc h c tc dng lm gim au u v tr nn ma- nhng vn thng gp gii vn phng ni ring v ngi tiu dng ni chung. V th, khi s dng cc loi bnh Hura Deli bc h the mt s gip c c mt ba n ph nhiu li ch cho sc khe. 5.2. CHIN LC PHN PHI H thng phn phi ca Bibica c xy dng t nm 1994 v n nay ph rng khp 64 tnh thnh trn ton quc, vi gn 90.000 im bn l. C th ni Hura tn dng ti a cc knh phn phi m Bibica v ang s hu, t knh truyn thng n cc knh hin i. Tuy nhin, th trng Tp.HCM vn cha mn m lm i vi sn phm bnh bng lan kem Hura v:
-

Hura khng nh v r nt sn phm dnh cho nhm khch hng mc tiu no, v cng chnh v th m Hura m m ht mi phn khc khch hng dn n chin lc phn phi khng tp trung v nht qun.

Khng xc nh c t trng trong tng cp knh tp trung hoc m rng hoc thu hp.

- Khng xc nh r hnh vi, hiu qu ca tng thnh vin knh ch cht. Vi mc tiu ti nh v bnh bng lan kem Hura trong nm 2011 th trng Tp.HCM , vi i tng khch hng mc tiu m cng ty nhm n l nhn vin vn phng v mong mun t c mc doanh s l 6 t th trng ny (tng
42

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TH: NHM 3

290%). xut cho chin lc phn phi ca nhn hng Hura l chin lc dn th trng, c th l tng khi lng tiu th sn phm Hura nm 2011. Mc tiu phn phi 2011 M rng h thng knh phn phi Tp.HCM nhm thc y vic tiu th v t c mc tiu doanh s bnh Hura th trng ny. Xc nh chiu di knh Vi i tng khch hng mc tiu l nhn vin vn phng, t c thi gian i ch, h mua sm bnh bng lan ch yu qua h thng knh nh siu th, tim tp ha, cc ca hng mua sm tin dng, v c quan,...V th knh phn phi ca Hura trong chin lc ln ny l phn phi a knh, tuy nhin ch trng c bit vo knh hin i

- Knh 1 cp: knh ny, Bibica s tit kim c mt phn chi ph ng thi c

th qun l c s lng cng nh c hiu r c ngi tiu dng hn. tn dng c ti a knh ny, ngoi vic s dng cc ca hng bn hng tin dng nh Shop&Go, G7 mart, Kcircle..., siu th, h thng siu th Metro-Cash and hng cc Carry(c gii vn phng nh nc a chung, l knh dn u trong mt tiu dng nhanh TNS 2010), Hura cn pht trin thm h thng ny ti cn-tin cc cng ty, bnh vin, trng i hc, nh sch bi y s l h thng knh c tim nng v thch hp nht i vi nhm khch hng mc tiu m cng ty nhm n.
43

XY DNG K HOCH MARKETING

TH: NHM 3

Qua s liu kho st ca TNS Vit Nam 2010, cho thy rng, knh truyn thng vn dn u tuy nhin knh hin i ang c xu hng pht trin, knh ny hon ton ph hp vi chin lc v nm 2011.
- Knh cp 2 v cp 3: V mt hng ny l mt hng tiu dng nhanh nn s dng

khch hng mc tiu m Hura nhm n trong

hnh thc phn phi qua nhiu cp knh s tip cn c vi nhiu khch

hng,

ng thi tng kh nng nhn bit thng hiu ni khch hng, hn th na to c s thun tin khi mua hng, gip tng doanh s. Tuy nhin v l knh di nn Bibica s kh nh gi v qun l c knh ny, hn th na cng s khng nhn bit c thi v hnh vi ca khch hng i vi sn phm ca cng ty nh th no. Xc nh chiu rng knh Hura s s dng chin lc phn phi i tr nhm tip cn nhiu i tng khch hng cng nh ph hng rng khp trn tt c h thng knh ca Bibica nhm t c mc tiu doanh s. Lu kho Trong h thng phn phi, sn phm phi c lu kho c th sn sng xut bn bt c khi no khch hng cn. Sn phm cn c lu kho d phng p ng bin ng trong cung cu do d bo khng chnh xc. Qun l hng lu
44

XY DNG K HOCH MARKETING

TH: NHM 3

kho l cch d phng trng hp dy chuyn sn xut khng th p ng c bin ng trong cung cu. Tuy nhin, cng rt tn km cho chi ph lu kho, x l, bo him, cng nh x l hng tn kho. V Hura c mt u im l hn s dng c th ko di n 1 nm nn vic lu kho sn phm khng phi l khng hp l, tuy nhin gii quyt bi ton chi ph th vic cn thit phi ch tm l d bo mc cu th trng c th c lng lu kho va phi, p ng c nhu cu khch hng v khng s dng hp l chi ph. Cc dch v khc (nh bn s ph trch) Bn cnh vic lu kho sn phm, nh bn s cn ch trng n cc vn nh vn chuyn v cc dch v khc nh cung cp thng tin sn phm, thng tin th trng, cc hot ng khuyn th, ti tr mua hng v gnh chu ri ro. Cng ty cn cung cp cc ti liu bn hng, hun luyn nhn vin bn hng,...ng thi ra nhng mc chit khu ph hp nhm thu ht thm nhiu h thng phn phi. 5.3. CHIN LC GI Nguyn tc nh gi chung ca BBC cho tt c cc dng sn phm ca cng ty l: - Gi sn phm ph hp vi th trng - Ty theo nhng mt hng khc nhau th c gi khc nhau.
- Gi nhng mt hng dnh cho ngi tiu dng c thu nhp thp n trung bnh

kh th c nh gi thp. - Gi nhng mt hng dnh cho ngi c thu nhp cao th nh gi cao. - Gi a ra th trng phi c tnh cnh tranh vi cc i th khc.
-

c bit l c nhng chng trnh khuyn mi gim gi nhn dp cc ngy l ln, dp tt tng sc mua cho ngi tiu dng. Da trn nguyn tc , dng bnh bng lan kem Hura ca BBC c nh gi trung bnh v nhm khch hng mc tiu m cng ty nhm n l ngi c thu
45

XY DNG K HOCH MARKETING

TH: NHM 3

nhp thp n trung bnh kh. Bn cnh sn phm mi bnh bng lan kem Hura Deli c nh gi cao 40% so vi cc sn phm bnh Hura khc v dng sn phm ny dnh cho ngi tiu dng c thu nhp cao. V th sn phmHura Deli c hng v c bit ca v bao b chuyn nghip, bt mt. Vi cng sut thit k 100 tn/thng v chim n 30% tng cng sut sn xut ca tng gi v nhu cu s dng (n, lm qu tng) cao hn bnh thng, t tng thm li nhun ca cng ty. Vi mc gi hin nay, Hura em n cho BBC 28,62 t ng doanh thu, chim 31% tng doanh thu ca BBC nm 2009 (ngun VN Direct, 2008) chim t trng cao nht trong tng doanh thu mt hng bnh ca BBC t li nhun bin 23 30%.

Vy BBC c cn phi thay i hoc iu chnh gi ca bnh Hura trong tng lai hay khng? Xt v ni lc cng ty:
-

Nguyn liu u vo chnh: Bao gm bt m, ng, trng, sa phn ln c mua trong nc vi cc hp ng c nh dng cho mt nm sn xut. Khi c bin ng tng gi u vo, cng ty c th chuyn mt phn chi ph tng ln cho ngi tiu dng m bo mc li nhun gp cao nht c th.

Nng lc sn xut: BBC hin c 3 nh my sn xut ti ng Nai, Bnh Dng v H Ni. Nh my Bibica Min ng giai on 2 ti Bnh Dng sn xut bnh Chocopie s i vo hot ng vo u nm 2010, nng cng sut
46

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TH: NHM 3

thit k ton cng ty ln gp i. Sau cng ty tip tc u t xy dng nh my Bibica Hng Yn, d kin hon tt vo nm 2011. Do vy trong 1-2 nm ti, nng lc sn xut ca cng ty s c gia tng mnh m. theo ngun ca VN Direct th nm 2008 l mt nm khng tt vi BBC khi t 544 t doanh thu v gn 21 t li nhun sau thu, ghi nhn tng trng 20% trong doanh thu nhng li nhun st gim gn 15% so vi nm 2007. Bin li nhun gp gim hn 3% xung mc 22,8%. Nguyn nhn do tc tng gi bn phng 24 t thp hn tc tng gi nguyn liu v cng ty phi thc hin d

ng gim gi u t chng khon. Nhng n chn thng u nm 2009, BBC t 400 t doanh thu v hn 34 t li nhun sau thu, tng ng ghi nhn s tng trng 6% v 1081% so vi cng k nm trc. Bin li nhun gp c ci thin ng k tng hn 6,5% ln gn 30% t mc 23,2% ca cng k. iu ny c c nh: - Mt l chi ph ti chnh gim 80% do cng ty khng phi thc hin d phng gim gi u t chng khon.
-

Hai l danh mc sn phm c thu gn hiu qu hn cng vi s gim gi ca nguyn liu u vo gip t sut li nhun c ci thin.

V thc t hin nay, trn th trng nu xt v tng ng ca sn phm bnh bng lan kem cng nghip th ngoi Bibica cn c Kinh c th ni Bibica ang cnh tranh quyt lit vi Kinh khi i vo phn khc bnh bng lan kem Hura. Bibica xem xt cc yu t quyt nh chin lc gi cho Hura. V mc gi hin nay trn th trng ca Hura gn nh tng ng vi gi bnh bng lan kem ca Kinh (gi cc loi bnh ca kinh t 15.000-100.000, ca Bibibca t 21.000-100.000 ng). Hin nay th phn ca bnh bng lan kem Hura l 10% gp 5 ln ca Kinh (2%). T nhng iu trn xt thy, mc gi hin nay ca cc sn phm Hura l ph hp em n li nhun cao cho doanh nghip cng nh i ph vi
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i th cnh tranh chnh l Kinh . Nn nhm quyt nh s gi vng mc gi ca bnh bng lan kem Hura nh hin ti. 5.4. Chin lc chiu th 5.4.1. Giai on 1 (t thng 1/2011 n 31/5/2011) Th trng mc tiu: Gii nhn vin vn phng t 19 n 35 tui. Nhim v - mc tiu - Gii thiu li hnh nh nhn hiu Hura trong tm tr khch hng mc tiu 35% - To nhn bit u tin vi i tng nhn vin vn phng khong 25% - To s a thch ca nhn vin vn phng 20%
-

To sc mua khong 10% i vi nhm khch hng mc tiu ny.

Thng ip ch o - Thng ip ch o: Thi gian khng cn_Hura l thng sch

Thng ip ph:

Thng bo cho khch hng y l s la chn s mt khi khch hng bn rn vi nhng cng vic chng cht khng c thi gian n. Nu bt c im mnh ca sn phm l nhanh nhng vn cung cp dng cht. La chn cng c chiu th: Vi mc tiu truyn thng l ti nh v nhn hiu trong tm tr khch hng v kch cu h s dng sn phm nhm tng doanh s, v vy cng c chiu th s dng cho chin lc truyn thng ny l qung co, khuyn mi v t chc event.

5.4.1.1

Qung co

48

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TH: NHM 3

i tng truyn thng: L nhng nhn vin vn phng bn rn vi cng vic hng ngy, s dng sn phm trong lc ang lm vic hoc bui sng v khi ngh tra. Nhim v, mc tiu: Gii thiu hnh nh mi ca sn phm Hura n i tng khch hng mc tiu. Vi mc tiu t ra l 35% Thng ip:

Thng ip chnh: Thi gian khng cn_ Hura l thng sch Thng ip ph: Thng bo cho khch hng y l s la chn s mt khi khch hng bn rn vi nhng cng vic chng cht khng c thi gian n. Nu bt c im mnh ca sn phm l nhanh nhng vn cung cp dng cht. La chn phng tin qung co:

Qung co trn bo ch:

i tng truyn thng chnh: Nhn vin vn phng

Mc tiu: thng tin v sn phm v nhng li ch m sn phm mang li. L do chn: Hin nay, cc cng ty thng t cc t bo thng ngy nh Tui tr v Thanh nin di hn nhm mong mun cung cp thng tin hng ngy, cp nht c tnh hnh th trng, kinh doanh ca th gii v trong nc,....nu so vi tp ch th bo giy vn ang c a chung. V th s qung co bo Tui tr v Thanh nin vo 1 ngy (ngy th 2) trong thng 3. trn tun: Trong 5

thng, t qung co 2 ln vo ngy th 2 tun 1 ca thng 1 v th 2 tun 1 ca

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Bng gi bo Tui tr

Bng gi bo Thanh nin - Qung co trn internet: i tng truyn thng chnh: Nhn vin vn phng Mc tiu: thng tin v sn phm v nhng li ch m sn phm mang li.
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L do chn: Theo mt nghin cu ca Yahoo! Vit Nam cho thy rng la tui t 15-24 tui vo internet nhiu nht, khong 89-91% dn s v chim a s l nam gii (nm 2011). V hin nay Internet ang dn xa dn v tr ca Tp ch v Radio.

Nhng trang web c nhiu ngi vo nht l Zing, Vnexpress.net v dantri.com.vn, l 3 trang web c gii vn phng s dng nhiu nht.

t banner qung co ti cc trang nh Zing, Dantri.com.vn v Vnexpress.net lin tc trong1 tun: tun 1 ca thng 1; tun 1 ca thng 3.
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Qung co trn Zing.mp3.vn

Qung co trn Vnexpress.net

Qung co trn Dantri.com.vn Phng n thc hin chi tit:

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TH: NHM 3

Chi ph Cng vic SL n gi Tn g cng

Thi gian Thng 1/2011 T1 T2 T3 T4 Th ng 2/20 11 Thng 3/2011 T1 T2 T 3 Thng 4,5/20 11 Ghi ch

Ln tng v ng

Ni dun g: Th ng 1 tin v sn ph m Hur a

k mu qung co 1

Lin h bn bo Tui tr, Thanh nin Pht hnh bo

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TH: NHM 3

Ln tng v ng

Ni dun g: Th ng 1 tin v sn ph m Hur a.

k mu qung trn internet

Lin h bo ng bo Tnh hiu nng v hiu qu

1 1 Ki m tra v tnh ton hiu nn g cho c qu

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TH: NHM 3

trn h.

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5.4.2. Giai on 2 ( t thng 6/2011 n 12/2011) Th trng mc tiu i tng khch hng mc tiu chnh: Gii vn phng t 19-35 tui. i tng khch hng ph: Thanh thiu nin 15-18 tui. Nhim v - mc tiu - Nhc nh khch hng khch hng mc tiu v vic tiu dng sn phm bnh bng lan kem Hura 20%. - To sc mua tng ln 15% i vi nhm khch hng mc tiu ny. To s nhn bit ni nhm khch hng ph l 5%. To sc mua ni khch hng ph l 3%.

Thng ip ch o - Thng ip ch o: Thi gian khng cn _ Hura l thng sch

Thng ip ph: ph y l s la chn s mt khi khch hng bn rn vi nhng cng vic

Nhc nh cho i tng khch hng mc tiu chnh v thng bo cho khch hng cht khng c thi gian n.

chng

Nu bt c im mnh ca sn phm l nhanh nhng vn cung cp dng cht. La chn cng c chiu th: Cng c chiu th cho giai on ny vn l qung co nhm nhc nh khch hng v s c mt ca Hura hu ch cho cuc sng bn rn ca khch hng. 5.4.2.1

Qung co

i tng truyn thng: L nhng nhn vin vn phng bn rn vi cng vic hng ngy, s dng sn phm trong lc ang lm vic hoc bui sng v khi ngh tra.
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Nhim v, mc tiu: Nhc i tng khch hng mc tiu nh v sn phm Hura vi mc tiu t ra l 20%

Thng ip:

- Thng ip chnh: Thi gian khng cn_ Hura l thng sch - Thng ip ph: Thng bo cho khch hng y l s la chn s mt khi khch hng bn rn vi nhng cng vic chng cht khng c thi gian n. Nu bt c im mnh ca sn phm l nhanh nhng vn cung cp dng cht. La chn phng tin qung co: qung co trn Internet i tng truyn thng chnh: Nhn vin vn phng tui 19-35.

- Mc tiu: thng tin v sn phm v nhng li ch m sn phm mang li.

L do la chn: Phng tin ny c tm ph sng rng khp, tc ng c n nhiu khch hng. Tip tc s dng 3 trang web nh trong giai on 1 l Zing.mp3.vn, Vnexpress.net v thng 7; tun 1 ca thng 12. dantri.com.vn. t banner qung co ti cc tc trong1 tun: tun 1 ca trang nh Zing, Dantri.com.vn v Vnexpress.net lin

Qung co trn Zing.mp3.vn

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Qung co trn Vnexpress.net

Qung co trn Dantri.com.vn - Phng n thc hin chi tit: Chi ph Cng vic SL n gi Tng cng Thi gian Thng 6/2011 T1 1 T2 T3 T4 Thng 7,8,9, 10,11 Thng 12/2011 T1 T T 2 Ln tn g v ng k mu qun g trn
58

Ghi ch

3 Ni dung: Thn g tin v sn phm Hura.

XY DNG K HOCH MARKETING

TH: NHM 3

inter net Lin h webs ite ng ln webs ite Tnh hiu nng v hiu qu 1 Kim tra v tnh ton hiu nng cho c qu trnh. 1 1

5.4.2.2

Event:

Tn chng trnh event: Mt nm ng hnh cng Hura i tng truyn thng

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TH: NHM 3

L i tng nhn vin vn phng c tui t 23 n 30 tui, a s l n thch n ngt, bn rn trong cng vic, c li sng theo phng ty, c thu nhp kh tr ln, ang sng v lm vic ti thnh ph H Ch Minh. Nhim v, mc tiu Gip nhm khch hng mc tiu mi ca cng ty nhn bit nhiu hn v dng sn phm bnh bng lan kem Hura ca BBC nh: s tin nghi, mi v, Vi mc tiu t ra l t c 30% mc nhn bit v 15% n mua sn phm. Thng ip ch o Hy cho cuc sng ca bn thun tin cng Hura! L do chn: V bnh bng lan kem Hura l sn phm tiu dng nhanh, gi tr thp, gii quyt nhu cu n ca con ngi, l sn phm c th dng thay th cho bui n sng , n tra v chiu hng ngy. Nhng ngi tiu dng thnh ph H Ch Minh cn e ngi v t tnh ca sn phm, v h cho rng bnh cng lan kem l phi n ti nn h cha thc s s dng sn phm nn cn t chc chng trnh event thuyt phc khch hng, to nim tin cho khch hng vi i ng PG,PB ca cng ty. Ni dung chng trnh: - Chng trnh 1: t ngy 01/01/2011 n ht ngy 31/01/2011 Tn chng trnh: Hura ba n ca bn!

T chc event nh ti cn tin ca mt s vn phng cng ty trn a bn thnh ph H Ch Minh to s ch ca nhm khch hng mc tiu. Thi gian din ra chng trnh t 7h00 n 8h30 v t 11h30 n 13h00 (v gi lm vic ti cc cng ty hin nay thng t 8h00 n 17h00 v gi ngh tra t 12h n 13h00), mi cn tin s chy chng trnh lin tc trong 2 ngy v phn b u ti cc cng ty trong vng 1 thng.
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Cch thc t chc chng trnh: t cc booth ti cn tin c 2 nhn vin PG hoc PB thc hin cng tc gii thiu v t vn sn phm cho ngi tiu dng (d h c mua hoc khng mua sn phm Hura). Ngoi ra cn cho khch hng dng th sn phm. Sn phm dng th s do nhn vin vn chuyn ca BBC chuyn chuyn v n a im thc hin chng trnh. V mi nhn vin vn

SUP s

ph trch mt khu vc nht nh (kt hp vi b phn bn hng).

D tr ngn sch: 50.000.000 VND - Chng trnh 2: t ngy 01/06/2011 n ht ngy 31/07/2011 Tn chng trnh: Vui h cng Hura!

V ma h l ma i du lch, cm tri, v vy mi ngi ni chung v nhn vin vn phng ni ring s cn nhng thc phm tin nghi c th mang theo chuyn du lch. V Hura s l la chn hng u. trong

Chng trnh c thc hin ti cc im bn l trn c nc.

Ni dung chng trnh: khi khch hng mua sn phm Hura bt k s c vi ha n trn 100.000VND s c chit khu 5%. V chng trnh c nhiu ngi bit n, chng ta s thit k poster v chng trnh t ti n tin cc cng ty trn a bn thnh ph H Ch Minh thu ht s ch ca nhm khch hng mc tiu l nhn vin vn phng.

D tr ngn sch: 100.000.000 VND - Chng trnh 3: t ngy 01/12/2011 n ht ngy 31/01/2012 Cng c la chn trong chng trnh ny l khuyn mi. L do chn: nhm kch cu. Tn chng trnh: Xun may mn khp mi nh. Thc hin chng trnh khuyn trn phm vi c nc.

i tng tham gia: Ngi tiu dng sn phm bnh bng lan kem Hura ca BBC nhng ch yu tp chung l nhn vin vn phng. Th l chng trnh: trong thi gian khuyn mi khi khch hng mua sn phm Hura bt k s nhn c mt th co may mn. Nu th co trng thng khch
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TH: NHM 3

hng c th nhn qu tng ti ni mua, i vi nhng gii thng ln (gii nht, nh, ba), khch hng s mang phiu (cn nguyn vn) cng vi chng minh nhn (bng gc hoc nhng giy t khc c hiu lc v php l) n tr s cng chng ty nhn qu. Trong trng hp y quyn phi c giy y quyn c cng ty in n c lin quan u khng c tham gia chng trnh ny. C cu gii thng: gm 2012 gii phn b nh sau: Mt hp bnh bng lan kem Hura: 1.000 gii (loi bnh trng thng tng ng vi loi bnh m khch hng mua). Mt hp bnh ChocoBella 230 gr tr gi 70.000 VND: 500 giiMt khay mc tt Thnh Long tr gi 100.000VND: 500 giiGii ba: Mt b ly gm s Bt cao cp (4 ci ly + 1 bnh) tr gi 560.000: 12 gii. Gii nh: Mt in thoi Sony Ericsson W950 tr gi 2.000.000 VND: 1 gii (ti a bn ph H Ch Minh).Gii nht: mt ti vi 3D LG 47 tr gi 35.900.000 VND: 1 gii (ti a bn thnh ph H Ch Minh).

ca chnh quyn a phng. Nhn vin cng ty BBC, cc nh phn phi, cc cng

Trng

h tr cho chng trnh, chng ta s s thit k poster v chng trnh t ti n tin cc cng ty trn a bn thnh ph H Ch Minh thu ht s ch ca nhm khch hng mc tiu l nhn vin vn phng. Ngoi ra cn dn poster ti cc im bn l trn c nc ngi tiu dng d dng theo di. V s lng v ghp thng tin v chng trnh trong clip qung co ca Hura ChocoBella t ngy 01/12/2011 n ht ngy 31/01/2012

D tr chi ph: 300.000.000 VND

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Nm 2010

Nm 2011

Nm 2012 T1 T 1 1 2 T1 T 2

h n

n cn T1 T1 T T2 T3 T4 T5 T6 T T8 T9 T1 g g 1 2 1 7 0 tr vi nh c Ch un b Th 1 c hi n nh gi 2 Ch un b Th c hi n
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TH: NHM 3

nh gi Ch un b Th 3 c hi n nh gi

6. Phng php hoch nh ngn sch: Theo phng php t trn xung, v phn b theo kh nng ca cng ty v tm quan trng ca chin lc trong nm 2011 BNG NGN SCH HOT NG MARKETING NM 2011 Chi ph Cng vic Chi trnh Giai ph chng Tng chi ph cc giai on

Qung co trn Bo Tui Tr 33.000.000/ln ng 120.000.000 on bo ch: x 2 tun = VND (nht bo) 1 (1 / 2011 1/2011 66.000.000 VND Thanh 28.000.000/ln ng x 2 tun =
64

31/5/2011- qung Bo co 2 ln: th 2 Nin

XY DNG K HOCH MARKETING

TH: NHM 3

31/5/ tun 1 ca thng 1 2011 v thng 3 Qung co trn Zing Internet (1/2011 31/5/2011): ng k 2 ln: tun 1 ca thng 1; Dn tr tun 1 ca thng 3. vnexpress

54.000.000 VND

45.000.000/tun x 2 310.000.000 = 90.000.000 VND 50.000.000/tun x 2 = 100.000.000 VND 60.000.000/tun x 2 = 120.000.000 VND VND

T chc s kin Hura ba n 50.000.000 VND (1/1/2011 - ca bn. 31/1/2011) Giai 2 (1/6/ Qung co trn Zing on Internet (6/2011 12/2011): ng k 2 ln: tun 1

50.000.000 VND

45.000.000/tun x 2 310.000.000 = 90.000.000 VND 50.000.000/tun x 2 = 100.000.000 VND VND

2011 ca thng 6; tun Dn tr 12/ 1 ca thng 12. 2011 Vnexpress

60.000.000/tun x 2 = 120.000.000 VND

T chc s kin
65

400.000.000

XY DNG K HOCH MARKETING

TH: NHM 3

01/06/2011 31/07/2011 01/12/2011 31/01/2012 Tng chi ph

- Vui h cng 100.000.000 VND Hura! - Xun may mn 300.000.000 VND khp mi nh 1.190.000.000 VND

VND

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NHM 3

67