I HC QUC GIA THNH PH H CH MINH I HC KINH T - LUT

------------------------

TI TIU LUN

K HOCH MARKETING MIX CHO SN PHM HEINEKEN

Ging vin hng dn: ThS. L NG LNG Lp : K09407B

DANH SCH NHM THC HIN TI

STT 1 2 3 4 5 6 7 8 9 10

H v tn L c Dng Trn Chu Dng Bi Minh c V Th M L Hong Phi Long Mch Vn Long Nguyn Bnh Minh Trn L Th Kiu Oanh Phm Duy Quyn Phm Hong Thng

MSSV K094071367 K094071366 K094071373 K094071397 K094071403 K094071404 K094071407 K094071427 K094071438 K094071450

A.

GII THIU V SN PHM.

I. GII THIU CHUNG. Bia l loi nc gii kht c truyn thng lu i, c gi tr dinh dng caov c cn thp, mi v thm, ngon v b dng. Ung bia vi mt lng thch hp khng nhng c li cho sc kho, n cm ngon, dtiu ho m cn gim c s mt mi sau nhng ngy lm vic mt nhc. Khi i sng kinh t - x hi pht trin nhu cu tiu th bia ivi con ngi ngy cng nhiu, thm ch l loi nc gii kht khngth thiu c hng ngy i vi mi ngi dn phng Ty. Benjamin Franklin c 1 cu ni rt hay: Bia l bng chng sng ng m Thin Cha yu thng ban tng v mun chng ta hnh phc. i khi, bia lm cho chng ta yu thng nhau hn: Cc nghin cu ch ra rng, khi ung c iu , bia em li nhiu ch li cho sc khe. Khc vi nhng loi nc gii kht khc, bia c cha mt lng cn thp (3% 5%), v nh c CO2gi c trong bia nn to nhiu bt khi rt, bt l c tnh u vit ca bia. V mt dinh dng, mt lt bia c cht lng trung bnh tng ng vi 25 gam tht b hoc 150 gam bnh m loi 1, hoc tngng vi nhit lng l 500 kcal. V vy bia c mnh danh l bnh m nc. Ngoi ra trong bia c vitamin B1, B2, nhiu vitamin PP v axitamin rt cn thit cho c th. Theo Hopkins, trong 100 ml bia 10%cht kh c: 2,5 - 5 mg vitamin B1, 35 - 36 mg vitamin B2 v PP quavic tiu th 2,5 lt bia/ngy Chnh v vy, t lu nay bia tr thnh nhu cu v l th ung c rt nhiu ngi a thch.

II. LCH S HNH THNH V PHT TRIN BIA HEINEKEN.

1.

Trn th gii. Ngy 16/12/1863, chng thanh nin 22 tui Gerard Adrian Heineken mua

c xng sn xut bia De Hooiberg Amsterdam. Ti c, Adrian khm ph ra s thay i trong phng thc bia truyn thng v ng cng nhn thc rt r tm quan trng ca n.. Adrian mang phng thc mi ny v H Lan v p dng vo xng bia ca mnh.Chnh iu lm bia ca Adrian t c cht lng cao hn cc loi bia cng thi v doanh s bn ra khng ngng gia tng. K t nm 1870, Heineken bt u xut khu bia sang cc nc lng ging nh Anh, Php, B,tip theo l khu vc Trung M v Ty Phi. Vo thi gian u, nh my ch sn xut bia cho th trng trong nc.u th k th XX (1912), Heineken tm ccha bia vt ra khi bingii, xut sang cc nc B, Anh, Ty Phi, n v nhng vng ln cn. Nm 1933, Heineken tr thnh loi bia ngoi u tin c nhp khuvo M sau khi lnh cm sn xut bia ru c bi b v nhanh chngxy d ng c hnh nh bia cao cp ti thtrng ny. Tip tc thnh cng , Heineken mnh dng xm nhp th trng chu vo nm 1936. Nm 1942, Alfred Henry Heineken- chu ni Gerard Heineken gia nhpcng ty, khaiqut tim nng ca lnh vc qung co, bnh trng thnghiu bia Heineken. Sau hn mt th kra i, Heineken khng nh c vtr hng u ca mnh l bia ni tingtrn ton th gii, c mt 170 nc trn th gii vi 120 nh my hn60 quc gia, khi lng bia sn xut ln n 109 triu hectolit (1hectolit= 100lit) hng nm. Theo bng xp hng v nh gi ca Interbrand/Business Week hng nm v 100 thng hiu mnh nht th gii, thng hiu Heineken trgi n 2.4 tUSD, c ADSA xp vo Beer Category Launch of the year, chim 3gii thng v PR, bao b v qung b qua radio ca gii thng hng nmca tp ch Grocer cho qung co v tip th (nm 2003).

2.

Ti Vit Nam. Nm 1992, bia Heineken ni ting th gii c nhp trc tip t HLan vo

Vit Nam . Nm 1994, ln u tin bia Heineken c cng ty Vietnam BreweryLimited (VBL) sn xut ngay ti Vit Nam, di hnh thc lin doanh vi cng ty bia Vit Nam. Ngay t ban u, VBL ni ting lnh sn xut bia vi cht lng tiuchun quc t, chuyn cung cpnhng nhn hiu bia ho hngtrn th gii cng cc dch v hon hocho h thng phn phi, bn hng v ngi tiu dng.Cht lng bia tuyt ho lun l tiu ch hng u ca Heineken. Thnh cng ca Heineken bt u t cht lng quc t n nh ca mt trong nhng nh sn xut bia tt nht th gii. Thng 3 nm 2001, VBL rt t ho tr thnh nh sn xut bia u tin trn th gii t c chngch ISO 9001: 2000 v cng l nh sn xut bia u tin ti Vit Nam cchnh thc cng nhn bi H thng Qun l Cht lng HACCP. Lin tiptrong 4 nm 2001-2004, VBL lun nhn c gii Rng Vng dnh cho nh snxut bia c vn u t nc ngoi tt nht ti Vit Nam. Cho nnay, Heineken xy dng rt thnh cng hnh nh bia caocp trong tm tr ngi dn Vit v c mt chng vng chc trn th trng bia Vit Nam. II. TNG QUAN V TH TRNG BIA VIT NAM. Vi c cu dn s t 25-64 tui chim 68% Vit Nam l th trng mu mcho cc cng ty bia trong v ngoi nc phi quan tm. Cc hng bia ln trn th gii cng v ang c nhng k hach ln cho cuc xm nhp vo mt thtrng bia y tim nng nh Vit Nam.

Sn lng bia sn xut trong nc

Trong th trng bia VN hin nay, cc loi bia l dnh cho gii bnhdn v trung lu chim a s trn thtrng. Khch hng d trong mtphn khc thtrng vi nhiu sn phm, dch v a dng vn cm thykhng hi lng v ch i mt ci g mi m v khc bit. iu lm cho cc nh sn xut Heineken hng n vic tm kim mt thtrng mi, mt th trng t i th cnh tranh hn, c them li doanh s ln hn. Do phi u t ng k vo hot ng marketing v bn hng, nn phn khc thtrng ny cn phi c nh ng c nhn khnng chi tiu x ng ng vinhng n lc ca h. Tt nht l nh ng ngi trong phn khc s l nh ngngi tch cc s dng bt c sn phm hay dch v no m h cungcp. V th trng cao cp c Heineken la chn. Vi mt nn kinht Vit Nam nng ng v ngy cng pht trin, i sng ngy cng nng cao th chng ta c th tin tng v s tng trng slng ca cc doanh nhn thnh t trong tng lai, tin tng s khch hng tim nng trong phn khc ny ngy cng tng . i vi khch hng cao cp, ung bia khng ch n gin l ung bia, m h cn tm kim.

Trong s tha mn, s mongmun th hin mnh, s hnh din vt ln trn mi ng cp . V vyh sn sng tr thm tin c c cm gic ca mt doanh nhn thnh t.
A. I.

K HOCH MARKETING MIX CHO SN PHM HEINEKEN. MI TRNG MARKETING. Mi trng nhn khu. Vit Nam l mt nc ang pht trin vi dn s khong 85.7 triu ngi (ng

1.

th 13 trn th gii). T l tng dn s bnh qun nm trong giai on 1999-2009 l 1,2%/nm. Do vy, y va l mt th trng tiu th y tim nng v trin vng,va l ngun nhn lc di do vi gi nhn cng r. S th ho tng cng ng ngha vi mc sng tng,nhu cu gii kht tng ng k. c bit l nhng thnh ph ln,do mc tp trung dn ng,ma h ngy cng nng bc dn n nhu cu gii kht tng mnh vo nhng ngy h. Ngoi yu t l th trng tr, thu nhp ca ngi tiu dng cc th Vit Nam cng tng ng k trong vi nm gn y. Trong mt chng mc no , iu ny s tip tc nh hng n thi quen tiu dng v li sng ca ngi Vit Nam.
2. Mi trng kinh t.
a.

Tng trng kinh t.

Nm Mc tng trng (%)

2005

2006

2007

2008

2009

2010

8.4

8.2

8.4

5.32

6.8

Mc tng trng kinh t ca Vit Nam trong cc nm t 2005 2007 tng i cao, nhng t nm 2008 2010 th mc tng trng ny gim kh nhiu do chnh sch kim ch tng trng kinh t gim lm pht ca Nh nc. Kinh t tng trng dn n chi tiu ca khch hng nhiu hn, cng ty c th m rng hot ng v thu c li nhun cao.

Nm

2008

2009

2010

Li sut c bn

14% - 8.5%

7%

8%

b.

Mc li sut.

Li sut c bn vo nm 2008 dao ng mnh t 14% - 8.5%, nm 2009 l 7% v li sut c bn hin nay l 8%. Vi li sut c bn hin nay l 8% th li sut trn l 12%, iu ny gy kh khn cho cc DN trong vic vay vn u t, m rng sn xut,
c.

Lm pht.

2007

2008

2009

2010

Mc lm pht

16.33%

22.97%

6.88%

11.75%

Lm pht Vit Nam cao. Mc lm pht nm 2007 l 16.33%, nm 2008 l 22.97%, nm 2009 l 6.88%, nm 2010 l 11.75%. theo d on th mc lm pht Vit Nam nm 2011 s l t 13% n 15%. Lm pht tng cao, gi c cc mt hng s gia tng, ngi tiu dng c gng ct gim nhng chi tiu khng cn thit, tiu dng gim. Hn na, nn kinh t bt n s gy kh khn cho hot ng kinh doanh ca cc cng ty.
1.

Mi trng t nhin. Nc ta c nn kh hu nhit i nn nhit trung bnh lun >20 0C. Cc ma

phn b khng u. Vi mt nn nhit cao nh vy, dn n nhu cu s dng ung trong sinh hot, n ung ( y l bia) rt ln to iu kin cho vic pht trin th trng bia.

Lng ma cao, kh hu nng m m cao qu trnh thot hi nc ca c th ngi gia tng con ngi lun c nhu cu c gii kht bng cc loi ung khc nhau, c bit l ung lnh th trng bia rt giu tim nng. Cc vn ton cu hin nay gy nh hng mnh m n hot ng kinh doanh ca cng ty nh: Mi trng nhim: lng kh v cht thi cng nghip do cc cng ty thi ra mi trng ngoi l vn rt c quan tm hin nay. Cc sn phm t thin nhin v thn thin vi mi trng ngy cng ph bin v c nhiu ngi a thch, ng h. S khan him ngun nguyn liu: Nguyn liu ngy cng khan him v vy i vi cc sn phm gii kht trong ngnh th vic ti ch hiu qu v lon nc ngt l cn thit. Chi ph nng lng ngy cng gia tng: v vy cc cng ty trong ngnh cn tm kim ngun nng lng mi thay th, vn hnh hiu qu, tit kim chi ph sn xut.
1.

Mi trng cng ngh.

Cng ngh ngy cng pht trin v c ng dng rng ri. Cc ng dng cng ngh hin nay trong ngnh bia tp trung vo quy trnh sn xut v ci tin bao b sn phm, n lc trong vic gim lng nc v nng lng s dng trong sn xut cng nh ti ch hoc thu mua li cc chai, can, l, Chai Heineken c din mo mi c bit sang trng v c o, nhm nng cao hn na hnh nh thng hiu v cng c v th hng u ca Heineken trn th trng bia quc t ti Vit Nam. y l s ci tin bao b mang tnh t ph bng cng ngh cao nhm lm tng v sang trng v c trng cho chai Heineken: ton b nhn chai mi c in trn giy kim loi c bit vi nhng ng nt nh kim sang trng; np chai mi c vin kim loi bao quanh dng ch Heineken Quality; nhn pha sau chai th hin ngi sao y kiu hnh ca Heineken; nhn trn c chai c nn mu xanh v dng ch Premium Quality Bia Heineken c cht lng tuyt ho, c sn xut bng nhng nguyn liu thng hng kt hp vi b quyt bia c o, qu trnh sn xut hin i khp kn

di s kim sot cht ch v cht lng v cng ngh ca tp on Heineken (H Lan).

2.

Mi trng chnh tr - php lut. H thng php lut tc ng n cc doanh nghip ngy cng gia tng. Lut chng c quyn, quyn s hu tr tu, bng pht minh sng ch, s to

ra c hi cnh tranh lnh mnh gia cc cng ty trong ngnh. Vi s pht trin hin nay ca cc nhm bo v li ch ngi tiu dng s l mt e da vi cc cng ty v iu ny s lm tng v th ca ngi tiu dng ln, buc cng ty phi c trch nhim hn v an ton sn phm, qung co trung thc v c vn ha, S n nh v chnh tr v s nht qun v quan im chnh sch ln khin cc nh u t c ci nhn lc quan v th trng, bi vy y l yu t thu ht mt s lng ln u t nc ngoi vo Vit Nam.Mt khc , nn chnh tr n nh cng gp phn thc ysn xut ca cc doanh nghip. Doanh nghip khng phi chu sc p v bt n nh chnh tr,c cc iu kin c s phc v sn xut.Chnh tr n nh mang li ngun u t vnnc ngoi vo doanh nghip, doanh nghip c th da vo ngun vn pht trinsn xut kinh doanh,m rng th phn.Tm li s n nh v chnh tr to ra nhiu thun licho doanh nghip. H thng lut php c xy dng ngy cng hon to hnh lang php l chohot ng kinh t ,buc cc doanh nghip phi chp nhn s iu tit ca Nh nc trong nn kinh t th trng ca Vit Nam hin nay.ng thi h thng lut php duy tr s nnh v chnh tr, to nim tin cho cc nh u t cng nh hot ng kinh doanh ca DN. 6. Mi trng vn ha. Th hiu, tro lu: Vit Nam hin nay vn l mt nc ang pht trin, v vy cc nhu cutiu dng thit yu cho cuc sng vn cn chim t l rt cao trong c cu

tiu dng - khong 50% v s cn chim t trng cao trong nhiu nm na khi i sng ngi dn c ci thin. Theo mt s nh gi ca cc nh u t trong th trng bia, hin nay Vit Nam tiu th mt khi lng ln sn phm bia, chng khong 2,2 t lt/nm v ang l th trng pht trin rt mnh. Phong cch sng: Nhp sng hi h ca ngi VN hin nay, phong cch sng hin i hn, ng thi vic t tp bn b, ng nghip nhng qun gii kht sau gi hc,lm vic l rt thng xuyn ca gii tr v nhn vin vn phng. p ng c nhu cu ca cc i tng ny doanh nghip s c hng pht trin ng n v mang li li nhun.
I.

PHN KHC TH TRNG V LA CHN TH TRNG MC TIU. Phn khc th trng

Da vo c tnh ca th trng Vit Nam,c th phn khc th trng thnh cc phn khc nh nh sau: 1. Gii tnh: Mi gii c nhu cu s dng bia khc nhau, nn cn c nhng chin lc marketing ph hp.
2.

Tui: chia dn s thnh 4 nhm tui c bn Di 18: cha kh nng to ra thu nhp v s dng thu nhp cho vic ung bia,t nhiu vn b ngn cm s dng bia v vn ho ngi Vit Nam. T 18 -25: c kh nng to ra thu nhp,khng cn b rng buc. T 25 -45 :thu nhp n nh v gia tng, trong tui m nhu cu s dng bia cao. Trn 45 :do yu t sc kho v th trng m nhu cu v bia gim xung ng k so vi nhng mc tui trc.

1.

Vng lnh th:

Thnh th :nhu cu ch yu l bia v ru ngoi, kh nng chi tr cho nhng mt hng xa x. Nng thn: nhu cu ch yu l ru t ch, khng tip cn nhiu hoc khng iu kin s dng nhng mt hng bia ru thng hng.

1.

Thu nhp: Vit Nam l nm trong nhm nc ang pht trin,c GDP hng nm tng trng

nhanh chng mt,nn,nhu cu cng nh kh nng chi tr cho nhng mt hng cao cp cng c gia tng ng k.

Thu nhp ca c nhn c phn thnh 3 mc c bn: Thu nhp cao. Thu nhp trung bnh. Thu nhp thp.
1.

c tnh c nhn: Li sng: hc i, mun th hin, yu thch mt hng v bia c trng. Phong cch: thch s ni bt, ng cp, thch hnh dng,mu sc ca chai bia,thch qung co ca hng bia Nng cn trong bia: a chung loi bia c nng cn thp. La chn th trng mc tiu

Th trng mc tiu ca bia Heineken l nhng phn khc ch yu sau:

Gii tnh : tp trung vo nhm khch hng l nam gii, c tp qun v thi quen sinh hot l thch ung bia, ph hp vi vn ho ca ngi Vit Nam. Vng lnh th: tp trung tip th v phn phi thnh th,ch yu cc thnh ph ln. Thu nhp: ch yu tp trung tip th sn phm nhng phn khc th trng m thu nhp ca khch hng mc cao hoc trung bnh. c tnh c nhn: i tng cn nhm n ca nhn hiu bia Heineken l nhng khch hng a chung loi bia th hin phong cch v ng cp ca h,th hin qua mu sc xanh c trng,nhn hiu ni ting th gii hay gi c th hin s sang trng ca sn phm.

Mt khc, cn l nhng khch hng a thch loi bia c nng cn nh. NIM SN PHM. S thu hiu khch hng: Trong cng vic v cuc sng ti thng giao tip vi nhiu ngi qua cc ba n, ba tic, cng vic tri chy, thoi mi v d dng chia s vi bn b hn ti thng xuyn phi ung bia. Ti cn mt loi bia c nng cn va phi, mt loi bia th hin c s t tin, snh iu v thnh t ca ti.

I.

Li ch sn phm: gii kht, mang li s sng khoi cho c th, th hin ng cp ca ngi ung. L do tin tng li ch: nng cn ABV 5%, s dng nc tinh khit, la mch thng hng, hoa bia v men A-yeast. Thng hiu quc t c khng nh.

I. NH V NHN HIU Heineken ti Vit Nam, thng qua nim am m cht lng nh cao, vic u t bi bn cho h thng phn phi v cc chng trnh truyn thng hp dn, khng nh v th ca nhn hiu bia cao cp s mt th gii. 1. Brand Name. Tn thng hiu: Heineken. nh gi tn gi nhn hiu:
a.

D nh. D chuyn i. D thch nghi. p ng nhu cu bo h.

b. C ngha.
c. d. e. 1.

Consumer Insight. Bn lun mun chng t ng cp ca mnh trong vn ho ung bia. Bn tm kim mt loi bia c li cho sc khe v hng v m , nng nn khc bit. Bn thch bia, c bit quan tm n loi bia mang li cho mnh cm gic l mt doanh nhn thnh t. =>Heineken s p ng nhu cu ca bn.

1. Target Consumer. Da vo nhng c im c o c sc hn hn cc i th cnh tranh Heineken rt thnh cng trong vic n nh hnh nh loi bia cao cp trong tm tr khch hng. Heineken phc v cho tng lp cao cp

Nhng ngi thnh t. Ngi c thu nhp cao. Ngi mun khng nh a v, phong cch ca mnh.

1.

Funtional Benefits & Emotional Benefits.

Li ch chc nng: Gii kht. Mt lnh . Mang li sng khoi, sc khe cho c th . Th hin c tnh . Mnh m ng cp . S thnh t .

Li ch cm tnh:

1. Reason to believe the benefits.

c ch bin vi nng ABV 5%, s dng nc tinh khit, la mch c chn lc k lng v p hoa bia. Nh vo loi men c bit A-yeast (c ct k ti Thy S) mang n cho bia Heinekenmt hng v c trng c o.

=>Men bia sng c tc dng chng nhim trng, tng cng h min nhim, gip ti to nhng vi khun cn thit cho s tiu ha, gip c th sng khoi, kh huyt lu thng, gim stress. C hng v m , kh qun v lun b xa cc i th cnh tranh trong cc cuc th nghim m v hng v gia cc lai bia.90% cho bit h s chn li Heineken.

Thng hiu bia c khng nh ng cp quc t.

1. Product Decription & Packaging. Nhiu loi bao b v kiu chai tin li vi nhiu dung tch khc nhau trong dng lon, chai, v bom. ng cong ni c o trn c v lng chai, ngoi ra du ni c bit nh l mt du bo m cht lng v tnh xc thc.

Mu xanh nhn hiu Heineken c lm mi v du hiu ngi sao mu biu tng nhn bit loi bia ln nht trn th gii, ca ln trn logo ca n.

1. Key Competitors: 2. Brand Characteristics: Dnh cho ngi snh iu, ng cp vi cu slogan c bit: Ch c th l Heineken. 3. Brand Value.

c bit n nh mt thng hiu bia dn u th trng. t cht lng bia ln hng u =>Heineken l mt loi bia d ung vi hng v va nh nhng m li va m .

Cc loi hnh phn phi ca Heineken kh a dng v rt d mua. Cc hnh thc marketing, PR, qung co rt th v vi ni dung hay, sng to v phong cch c mi ngi ch v c n tng rt tt trong tm tr ca mi khch hng.
1.

Consumer take away. Heineken l thng hiu bia uy tn v ng cp nht trn th trng. Khng ch ung, khch hng cn cm thy lng lng nh l mt doanh nhn

thnh t th thit v nhn sang nhng anh chng ung bia S, bia B vi v xem thng.
2.

Intergrade Positioning Statement. Heineken l thng hiu bia dn u th trng Vit Nam.Vi chng ti,

Heineken khng ch l bia m cn l nim am m, s sng khoi v cht lng tuyt vi.

I.

NH HNG PHT TRIN SN PHM. Trong phn ny, nhm chng ti xin mn php trnh by nhng quan im s b

ca nhm v vn pht trin thng hiu bia Heineken ti Vit Nam.

1. Tnh hnh bia Heineken ti Vit Nam v trn th gii. a. Trn th gii. Nh chng ta bit th ci tn Heineken c cho i vo nm 1873 do Gerard Adrian Heineken sng lp v c chu ni ca ng l Alfred Heineken l ngi a Heineken tr thnh thng hiu ni ting ton cu vo nm 1942. Trong sut hn 100 nm tn ti ca mnh, Heineken c mi ngi bit n nh l mt trong nhng thng hiu bia c cht lng hng u th gii. Theo nh mt cuc kho st v hng v ca tng loi bia ni ting th gii nh Budweiser, Becks, Heineken vo nm 2003 th c n 90% s ngi c kho st cho bit h s chn Heineken lm thc ung chnh ca ring mnh. Ngoi ra, Heineken cng to nn c nhng con s khin cc thng hiu bia khc phi ngng m:

Heineken l thng hiu c vn chuyn xuyn i Ty Dng nhiu th 2 (sau qun i M) . S lng lon bia Heineken c sn xut vo nm 2002 c th xp thnh vng xung quanh tri t 35 ln.

Heineken sn xut 620,000 lon bia/gi. Heineken c mt trn hn 170 quc gia v vng lnh th. b. Ti Vit Nam. Heineken xut hin ln u ti Vit Nam vo nm 1992 di dng l sn phm nhp khu ca cng ty Bia Vit Nam (VBL). 2 nm sau, Heineken c trc tip sn xut ti VBL. V cho n ngy nay, Heineken v ang l thng hiu bia cao cp s 1 ti Vit Nam. Theo s liu thng k ca Hip hi Bia Ru VN, hin ti, nu chia th trng bia theo phn khc, Sabeco ang dn u dng bia ph thng v chim 35% lng bia bn ra trn ton th trng. Trong khi , VBL ang nm gi 70% th trng phn khc cao cp vi nhn hng Heineken. Tuy nhin, do nhng tp qun, li sng, li sinh hot rt c th ca Vit Nam cng vi vic gi thnh hin nay ca bia Heineken c xem nh l kh mc so vi thu nhp v ti tin ca ngi dn Vit Nam, th hin ti Heineken ang gp phi s cnh tranh rt quyt lit

ca cc sn phm c cn ca 2 cng ty khc l Sabeco v Habeco. Ngoi ra, trong thi gian gn y, mt s loi bia ngoi bt u xm nhp vo th trng Vit Nam, in hnh nh l Miller hay Zorok, iu ny qu tht l mt tr ngi ln i vi tham vng c quyn th trng bia cao cp ti Vit Nam m Heineken ang nm gi. 2. nh hng pht trin. Cn c vo nhng yu t trn, nhm chng ti xin php a ra nhng nh hng s b nh sau: Heineken nn a ra cc chin lc va phi nhm mc ch duy tr a v c tn ca mnh hn l mc ch pht trin bi 2 l do. Th nht, kinh t Vit Nam ang ngy cng pht trin, i sng vt cht v tinh thn ca ngi Vit ngy cng gia tng; do vy, th hiu ung bia ca h cng c nhng bin chuyn r rt. H khng ch ung nhng loi thc ung c cn mang tnh cht i tr nh Bia Si Gn, 333, Bia H Ni, Halidam cn i hi mt loi ung c c tnh, c cht lng v c th khng nh c ng cp, trnh , li sng ca mnh thng qua vic s dng n; iu ny thc s ch c nhng dng bia trung bnh v cao cp nh Tiger v c bit l Heineken mi c th p ng c. Th 2, tuy l bia ngoi nhng Zorok hay Miller hin ti vn cha sc gy kh d cho Heineken; ni cch khc, Heineken vn cn l mt ci bng qu ln i vi nhng loi bia mi ni, v phi rt lu th nhng ci tn nh Miller hay Zorok mi c lm c iu m Heineken t c (cha tnh n cnh tranh vi nhng sn phm cn li). Mt khc, Heineken cng phi tip tc duy tr v tng cng vic qung b thng hiu ca mnh ra ngoi th trng. y vn l mt th mnh in hnh ca Heineken. Ngay t ban u, Heineken xut hin trn truyn hnh vi nhng phim qung co v cc chng trnh khuyn mi ht sc d dm, hp dn, c o, s dng ngn t d hiu v ph hp vi ngi Vit Nam. Bn cnh , Heineken cng rt tch cc trong vic ti tr cc events nh cc chng trnh

truyn hnh, live shows, cc gii thi u th thao (e.g. Heineken challenger). V vy, vic u t cho s trng ca mnh hin nhin l mt iu tt yu.
I.

NH GI BN.

Sn phm Gi bn Vit Nam l Thng 24

Lon 330ml 15.00016.000 345.000350.000

Lon 500ml 25.00027.000 605.000620.000

Chai 250ml 15.00016.000 340.000350.000

Boml 5l

4.780.000

Gi bn Nhp khu l Thng 24

18.00020.000 420.000430.000

28.00030.000 620.000650.000

20.00022.000 450.000470.000 5.450.000

Nhiu ngi cho rng gi ca Heineken nh th th qu t v cng c kin cho rng gi nh th l hp l. V vic nh gi bn ca Heinekien trong th trng Vit, cc chuyn gia nghin cu v a ra mc gi nh vy tu vo th trng mc tiu m cng ty mun nhm vo, l ngi tiu dng c thu nhp cao, cho nn gi nh vy ph hp vi khch hng mc tiu m bia Heineken mun nhm ti.
II.

NH HNG BN HNG. Cc loi hnh phn phi ca Heineken phi a dng v d mua, chng ta c th

mua bia Heineken ti bt c u, qua cc knh bn hng sau: GT: cc ca hng bn l, s trn ng v trong cc tr. y vn l knh bn hng ch yu ti Vit Nam. MT: ti cc siu th cc chui ca hng c lp.

KEY ACCOUNT: cc khch hng ln ( sn bay, nh ga, khu vui chi gii tr) HORECA: cc khch sn, nh hng, cu lc b, qun bar, v trng

Cng ty c 3 knh phn phi chnh:

Cng ty c gng hot ng lm sao cho sn phm c th tip cn vi khch hng mc tiu mt cch d dng. Ngoi ra, cng ty cn phi hiu r, la chn v lin kt

knh phn phi, cc nh trung gian cung cp sn phm n thi trng mc tiu tt nht.
I. 1.

CC CHNG TRNH TRUYN THNG H TR BN HNG.

C s. Trong mt nn th trng mang tnh cnh tranh khc lit nh hin nay th mc

tiu ti u ca cc cng ty ln nh khc nhau u l ti a ha doanh s bn hng, m ni nm na l bn c nhiu sn phm cng tt. V l thuyt, cng ty no cng mun sn phm ca h c ng o ngi tiu dng ng h v tin dng nhm thu c li nhun cng nhiu v cng nhanh cng tt duy tr v pht trin cc hot ng sn xut v chiu th. Tuy nhin, cc cng ty khng th liu mng tung sn phm ra th trng ngay lp tc m khng quan tm n cc yu t khch quan nh: nhn thc ca ngi tiu dng v sn phm ca mnh, cc i th cnh tranh, h thng phn phi(tr nhng hnh thc bn hng trc tip nh bn hng a cp, online shop) Trong thc t, vic tung ra mt sn phm ra th trng l c mt qu trnh tng i phc tp. Trong , h tr cho vic bn hng c thun li sun s, cc cng ty thng s dng nhng chiu bi nhm t c nhng tiu ch khch quan trn nh TVC, print ad, PRTt c nhng phng thc ny c gi chung l cc chng trnh truyn thng. Vit Nam, cc cng ty, doanh nghip ln, va, tim nng hay cc nh dch v u p dng hnh thc ny nh bng sn phm ca h, v Heineken cng khng phi l mt ngoi l.
2.

Cc chng trnh truyn thng ca bia Heineken Vit Nam. Vi t cch l thng hiu bia cao cp hng u th gii ni chung v Vit Nam

ni ring, Heineken Vit Nam ang p dng 3 chng trnh truyn thng chnh: qung co, khuyn mi, cc hot ng ti tr.
a.

Qung co.

y c th coi l chng trnh truyn thng c sc v quan trng nht ca Heineken. Theo nh nhng kho st gn y th Bia Heineken l mt trong nhng thng hiu s hu nhiu clip qung co c nh gi cao v tnh c o v s sng to, ni ting vi slogan "Ch c th l Heineken". Mi qung co cng thng mang nhng thng ip ring. Ngay t ban u, Heineken xut hin trn truyn hnh vi nhng phim qung co ht sc d dm, hp dn, c o, s dng ngn t d hiu v ph hp vi ngi Vit Nam. i vi nhng ai thng xuyn xem TV, c bit l nhng chng trnh th thao th kh c th no m khng th ch xem v hng th trc nhng on qung co c sc nh ca bia Heineken. Chnh nhng nt chm ph trong lnh vc qung co m Heineken t c to nn s tin tng ngoi sc mong i t pha khch hng. Nhng con s khng l v s lng sn phm c bn v li nhun chnh l thnh qu ca s t ph ny.
b.

Khuyn mi. y thc s khng phi l th mnh ca bia Heineken. Vn d Heineken l mt

dng bia cao cp nn vic phi dng n nhng phng thc nh rt thm trng thng, tng qu, i im cu s ch ca ngi tiu dng l hon ton khng cn thit. Thm ch, trong mt vi trng hp, uy tn ca bia trong tim thc ca ngi tiu dng c th gim st ng k. Tuy nhin, bia Heineken Vit Nam vn c mt s khuyn mi (mc d l rt t) nh: gim gi cho nhng khch hng mua bia vi s lng ln
c.

Cc chng trnh ti tr. Heineken cng chia s s thnh cng ca mnh vi khch hng bng cch ti tr

cho nhiu hot ng ln ti Vit Nam. Gii qun vt nh ngh quc t Heineken Challenger l mt v d. Khi u vo nm 1998, Heineken Challenger tr thnh gii qun vt nh ngh hng nm uy tn nht ti Vit Nam. Nhng s kin nh vy khng nhng em li cho ngi xem bu khng kh gii tr tuyt vi m cn to c

hi cho Vit Nam c mt trn danh mc ca cc gii tennis th gii. Th nhng, v mt s l do, gii Heineken Challenger khng cn tn ti, m thay vo l s kin qun vt mang tm c ln hn l gii qun vt Heineken stars. c bt u t 2,3 nm gn y; Heineken Stars tr thnh ni so ti ca cc tay vt hng u ca khu vc v l c hi tt cc tay vt hc hi c phong cch thi u, ng cp ca cc tay vt hng u th gii (vi t cch l khch mi ca gii). Cng chnh t gii Heineken Stars m Vit Nam c th tm thy c cc tay vt tr v c tim nng nhm phc v cho cc gii u quc gia v khu vc. Ngoi ra, Heineken cng tng ti tr mt s chng trnh khc nh chng trnh tuyn chn DJ s 1 Vit Nam vo nm 2005 vi s tham gia ca cc DJ hng u th gii nh Paul Oakenfold, Tiesto, Roger Sanchez. Bn cnh l cc chng trnh ca nhc ln nh khc nhau Tm li, Heineken ti Vit Nam, thng qua nim am m cht lng nh cao, vic u t bi bn cho h thng phn phi v cc chng trnh truyn thng hp dn, khng nh v th ca nhn hiu bia cao cp s mt th gii. Heineken rt trn trng s ng h ht mnh ca cc khch hng thn thit, nhng ngi lun bit khm ph v thng thc nhng iu tt p nht ca cuc sng. A. KT LUN.