PHN TCH THNH CNG CA NESCAFE TRN TON CU V CHIN LC TIP TH TI VIT NAM

Nestle tp on sn xut hng u th gii v dinh dng, sc khe v sng khe. Cng ty c nhiu dng sn phm khc nhau, a dng ha sn phm nhm p ng mt cch tt nht nhu cu ca khc hng. Khi nhc n cc sn phm ni ting ca Nestle, chng ta khng th qun sn phm c ph ha tan c a chung trn ton th gii - Nescafe. Nescafe chnh l thng hiu ton cu m Nestle thnh cng xy dng trong nhiu nm qua. Sn phm c ph ha tan Nescafe mang v cho tp on mt lng li nhun ln trong nhiu nm qua cng nh mang tn tui Nestle tr thnh mt trong nhng thng hiu thc phm hng u trn th gii. Tuy nhin , t c nhng thnh cng nh ngy hm nay, Nescafe tri qua mt thi gian di tm kim, nghin cu sn phm. V tr thnh mt thng hiu ton cu nh vy, Nescafe c nhng bc thnh cng trong hot ng tip th nhm a thng hiu Nescafe n vi ngi tiu dng trn ton th gii. Yu t tip th chnh l mt trong nhng nguyn nhn quan trng gp phn thnh cng cho cng ty cng nh thnh cng cho thng hiu Nescafe trong nn kinh t th trng cnh tranh khc lit nh ngy nay v khi trn th gii c rt nhiu thng hiu c ph ha tan khc. Vy tip th c nh hng nh th no n thnh cng ca Nescafe? Chng ta hy cng nhau tm hiu v thnh cng ca Nescafe trn ton cu v mt s quc gia c th, trong c Vit Nam nhm rt ra con ng cho mt tp on thnh cng khi a mt thng hiu tr thnh thng hiu ton cu.

PHN 1: GII THIU CNG TY NESTLTE V THNG HIU NESCAFE

1.1

TNG QUAN V CNG TY NESTLE

Cng ty Nestle c sng lp vo nm 1866 bi ng Henri Nestl, mt dc s ngi Thy S gc c. ng pht minh ra mt loi sa bt dnh cho nhng tr s sinh khng th b m, nhm gim t l tr sinh t vong v suy dinh dng. Sn phm u tin ny c tn gi l Farine Lacte Henri Nestl. Thnh cng u tin ca ng Henri Nestl vi sn phm ny l cu sng mt tr sinh non khng th b sa m hoc bt k loi thc phm thay th sa m no khc. Nh vy, sn phm ny sau nhanh chng c ph bin ti Chu u. Vi tr s chnh ti thnh ph Vevey, Thy S, ngy nay, Nestl l cng ty hng u th gii v dinh dng, sc kho v sng kho vi cc sn phm nh:.......... Nestl c 500 nh my trn ton th gii. L mt cng ty dinh dng hng u th gii, vi hn 150 nm kinh nghim, Nestl khng ngng nghin cu v cho ra i nhng sn phm khng ch c hng v thm ngon m cn a ra nhng gii php dinh dng cho sc khe dnh cho mi la tui, mi i tng. Nestl t chn n Vit Nam ln u tin vo nm 1916. Tri qua nhiu thp k, cc sn phm nh GUIGOZ, LAIT MONT-BLANC, MAGGI tr nn thn thuc vi cc th h ngi tiu dng Vit Nam. Nm 1993, m mt vn phng i din v vo nm 1995, Cng ty TNHH Nestl Vit Nam (100% vn u t nc ngoi) c thnh lp, trc thuc tp on Nestl S.A. Cng vo nm 1995, Nestl c cp giy php thnh lp Nh my ng Nai, chuyn sn xut c ph ho tan NESCAF, tr ho tan

NESTEA v ng gi thc ung MILO, bt ng cc dinh dng NESTL, bt nm v nc chm MAGGI, Bt kem COFFEE-MATE. 1.2 NGNH KINH DOANH CAF V THNG HIU NESTCAFE. Cy c ph c ngun gc t cc khu rng cao nguyn ca Ethiopia. n cui th k 16, vic s dng c ph c ph bin rng ri Arabia, Bc Phi v Th Nh K. Mi cho n nm 1615, c ph mi c chnh thc gii thiu Chu u. y, c ph c tiu th rt rng ri v ngi ta mun sn xut c ph chnh nc mnh. T , c ph c sn xut rt ph bin v mang li li nhun khng l cho cc doanh nghip. C 2 loi c ph l c ph ha tan v c ph xay. C cu ca ngnh kinh doanh ngnh c ph gm: nh sn xut c ph, nh trung gian c ph v nh kinh doanh c ph. Trc tin, nhng ngi thu mua s mua c ph ca nhng ngi trng. Sau , nhng ngi thu mua ny bn li c ph cho nhng nh kinh doanh c ph trong v ngoi nc. Ti cc nh my kinh doanh, c ph s c x l, rang xay to thnh c ph thnh phm v tiu th trn th trng. Mc tp trung cua nganh rang ca ph rt a dang theo tng nc. Hin nay, cc nh kinh doanh c ph ln nht hu nh l nhng cng ty a quc gia. Nestle thng tri thi trng ca ph hoa tan vi thi phn toan cu khoang 50% va c bit thng tri thi trng EU. Kraft la cng ty ln th hai vi cc nhn hiu nh: Jacobs Kaffee, Gevalia Thuy in, Grand Mere va Carte Noire Phap. Hai cng ty nay chim khoang ba phn t thi phn c ph ton cu. Phn Lan, cac cng ty a quc gia chim toan b thi phn va Italia, chim ba phn t thi phn. hu ht cac nc EU, cac cng ty kinh doanh ca ph nho vn ong vai tro quan trong mc du chi phi marketing cua ho con han ch (trong khi cac cng ty ln danh 6% doanh thu ban hang cho hoat ng marketing). Ho co th ban hang di nhan hiu cua cng ty ho hoc cung cp cho cac nha ban le cac san phm vi nhan hiu t nhn. Hn na, s lng cac cng ty kinh doanh ca ph rt ln. Italia va Phap, s lng cac cng ty rang ca ph nho ln ti hang trm. Italia co mt s cng ty chuyn rang ca ph ln, ni ting nht la Illy va Lavazza. Cac nc ng u nhp khu mt lng ln ca ph rang va ca ph hoa tan. c bit, Italia ong vai tro rt quan trong trong vic cung cp ca ph cho thi trng ng u. Cafe ha tan khng phi l mt tng mi, m n c sng ch bi mt nh ha hc ngi Nht Bn Satori Kato vo nm 1901 v cng c tung ra th trng v bn bi nhiu cng ty nhng kt qu th tht tht vng. Thng hiu Nestcafe ra i khi u bng vic chnh ph Brazil tip xc vi ng Max Morgenthaler, mt chuyn gia v c ph, vo u

thp nin 1930 vi yu cu l tm cch ch to ra mt loi c ph vi gi r hn c th ung ngay bng cch ch thm nc si, tiu th cho ht s c ph ht thng d hng nm x s ny. V tri qua by nm lin nghin cu pht trin nghim tc cn thn trong phng th nghim Thy S ca Nestl, th thng hiu Nestcafe chnh thc c mt trn th trng vo nm 1938. Chnh Nescafe ci tin li cch pha ch cafe ha tan. Nhng phng php trong vic to ra cafe ha tan trong nhng ngy u l pha ch ra mt loi cafe m , l cafe phin, v c thay bng cafe gi ha tan. Nhit trong qu trnh un si pha cafe lm ph i t nhiu hng v ca cafe. Khi th v cafe b ng i. Do Nestle pht trin mt phng php mi loi i nc trong cafe m c v iu ci thin ng k cht lng ca cafe. Trong qu trnh pha ch th gii php s dng mt mn sng nh trong mt ci thp nng ni m cc git cafe s bin thnh cc ht nh ngay lp tc. Sau s bm hyrat-cacbon dng dextrose, dextrin v mantoza vo. Chng s gip bo qun hng v cafe. C th thy thng hiu Nestcafe l mt thng hiu ni ting, v y cng l thng hiu u tin ca chng loi sn phm caf ha tan trn th trng. Nestcafe c nh gi kh cao v s dng ph bin trn ton th gii t khi ra i n nay. V khng th ngu nhin m thng hiu Nestcafe c s dng l thc ung chnh thc cho qun i M trong th chin th hai. Nestcafe khng nh gi tr ca thng hiu khng ch bng cht lng ca sn phm, m cn nhiu yu t khc kt ni vi nhau nh gi c cnh tranh, cc chng trnh marketing, lun n lc nghin cu nhm em li s khc bit cho sn phm, nhm to nn mt thng hiu Nestcafe ton cu nh hin nay. Nhng yu t ny s c nghin cu chi tit cc phn sau. 1.3NH GI THNG HIU NESCAFE TRN TON CU Khi nhc n tp on Nestle th mi ngi u nh ti thng hiu Nestcafe, v khi ni n c ph ha tan ung lin th ci tn m ngi tiu dng nh n u tin l Nestcafe. Nh vy c th khng nh Nestcafe l mt thng hiu mnh, c mt gi tr cao trn ton cu. y cng l thng hiu nc ung ln th hai ca th gii ch sau Coca-cola, vi khong 3.000 ly c ung mi giy. N thc s c mt ch ng quan trng trong lng ngi tiu dng cng nh trn th trng ton cu. PHN 2:

PHN TCH NESCAFE TRN TON CU 2.1 LCH S THNG HIU NESCAFFE Khi cuc i suy thoi nm 1930 xy ra kim cht nn kinh t nc M v doanh s cafe tut dc kinh khng buc nhng nh trng cafe phi tm kim hng mi bn sn phm. Lc y Nescafe thc s tr thnh mt im n cu nguy cho ngi trng cafe. Nm 1930 Chnh ph Brazil lin h vi Nestle to ra mt loi cafe ha tan nhm to ra mt s la chn khc cho ngi tiu dng v cng nhm tng sn lng xut khu cafe ang ngy cng thu hp ca Brazil vi yu cu l tm cch ch to ra mt loi c ph vi gi r hn c th ung ngay bng cch ch thm nc si, nhng vn bo m c mi v c ph thin nhin. V ng thi tiu th cho ht s c ph ht thng d hng nm x s ny. V mt ti hn 7 nm sau, Nestle mi tung ra Nescafe vo nm 1938. Nestle rt kh khn i n quyt nh t tn cho sn phm mi, ci s khin khch hng mun mua n hay khng. H kt hp t Nestle v mt t ting mang ngha cafe vi hy vng rng s lin quan ti ngi s to ra mt ci g mang hi hng lng mng v c th to ra mt hnh tng tt v thng hiu. V mt ngha ca thng hiu n th hin c c bn sn phm v ng m th nghe cng kh sun s so vi hu ht cc ting. Mt cch n gin l s ci tin logo l da vo s ci tin tng t ca logo Nestle. Biu tng ca thng hiu l mt ci cc mu . Hu ht cc hnh nh qung co l mt ngi cm mt ci cc mu vi logo ca Nescafe c vit ngay chnh gia. C th mu c chn l nhm nhn mnh nng lng ca Nescafe, cafe l mt th ung c cht kch thch v mu l hon ho th hin . Trong nhiu nm, Nescafe thay i rt nhiu. Mu sn phm u tin c v khng thc s ngon v bao b th ht sc bnh thng. Thc t, ch c nm 1954, tc gn 20 nm sau khi c ch to, l n c ch bin 100% cafe nhng ch mt nm sau khi s dng hyrat-cabon nh cht bo qun, Nescafe Blend 37 c tung ra v phi mt 9 nm c th tm ra cch gi c hng v cafe gc vo nm 1964. Nhng trong sut nhng nm thp nin 80 th nhn hiu Nescafe c nhng ci tin ngon mc trong dng sn phm, gii thiu hng lot phin bn mi.

2.2 MI TRNG CNH TRANH Trong khi cafe ha tan chim khong 25% doanh s cafe ton th gii, Nescafe li gi thng hiu v ung ni ting th 3 trn th gii, ch sau Coca-Cola v Pepsi. Nhng c c v tr nh th, Nescafe phi n lc rt nhiu trong mi trng cnh tranh khc lit. bt c th trng no m Nestcaf t chn n u gp phi nhng i th cnh tranh sng s, khng t cc cng ty a quc gia khc th cng t cc soanh nghip ni a vi th mnh ring. V d nh: - Anh, mc d l th trng tr xanh truyn thng, nhng vn l th trng Nescafe s mt th gii. Hng v yu thch ca h l hng truyn thng, v r rng n lun dn u. Nhng n vn c cc sn phm khc, nh Gold Blend, Alta Rica, Cap Colombie, Kenjara, Fine Blend, Blend 37, Black Gold, Cappucino, Espresso, Original Decaffeinated v Half Caff. Hu ht l cafe mnh v nng. i th chnh Anh l Kenco. - Php, thng hiu hng v th trng cafe rang. Mc d vy, th cafe ha tan vn chim khong 1/3 nhu cu ton th trng. Hu ht cafe ha tan l cafe c trn vi r rau dip xon. Sn phm ph bin nht ca Nescafe l Special Filtre (c cht lng ngang vi Gold), Nescafe Selection v Brasro. i th chnh Php l Maxwell, Jacques Vabre, v Carte Noire. - Nht Bn, theo thng tin trn website Nestle th sn lng tiu th cafe y tng ng vi Anh, nhng a phn l cafe di dng lon. Ch yu l cafe lnh v dung tch khong 5 tch, cn cafe nng thng c ung km vi kem. i th chnh l Blendy, Maxim. - Hy Lp, vn ha ung cafe truyn thng cng thay i bi thng hiu Nescafe : cafe truyn thng l phi ung trong mt chic tch nh v trc th ung trc mt cc nc ln nhm tn ln v cafe c thay bi mt mn ung mu sc trong chic ly cao c gi l Nescafe Frappe. Tng sn lng tiu th cafe ca t nc ny vo khong 23000-25000 tn.V 30 - 35% l cafe ha tan v nu khng tnh th trng cafe ha tan th Nescafe chim 90% th phn v i din l Nescafe Frappe khong 60%.

- M, Nescafe phi cnh tranh c th chim c th phn ln hn. Cafe bt thng tr v s c xut hin cu Starbucks v chui cc ca hng cafe lm cho th trng cafe thm phn th v. Th trng cafe ln nht th gii khng thch Nescafe lm. Ngi M c bit thch th vi cc loi cafe c hng thm v c bit sn phm bn y l Nescafe Tasters Choice v Nescafe Classico- sn phm c nhp khu c bit cho cng ng ngi Latin M. i th chnh l Folgers, Maxwell House. 2.3 CHIN LC SN PHM T khi ra i n nay, Nescaf v ang to dng mt lot cc dng sn phm ph hp vi khu v v tm trng cm xc ca mi ngi. Mi sn phm ca Nescaf, d l thng hiu con hay ph u l s kt hp tuyt vi gia ba yu t: KHU V, VN HA V SNG TO. Thng hiu Nescafe bn hn 20 sn phm khc nhau khp th gii di cng mt ci tn.Chin dch ca cng ty thnh cng rc r, mc d mi sn phm c c im ring nhng n gp phn tng gi tr ca thng hiu Nescafe. Trong sut giai on nhng nm 1950-1960 thng hiu cafe mang khuynh hng gia nh nhiu hn. Chin dch to ra c s nhn thc cho ngi tiu dng v mt ly cafe ha tan nng tip thm sinh lc m li dng pha ch mt cch nhanh chng. Cc giai on gia nhng nm 19601970 li hng v gii thanh nin. Lc ny thng hiu ch trng ti nhng ngi tr tui, c bit l cc nhm c lin quan ti m nhc. Khuynh hng y tip tc ti nhng nm 1980- 1990 nhng khi sau vic sp xp sn phm c m rng, thm vo cc gi tr khc nh tnh thi thng (vi Gold Blend) v s khc bit (vi cappuchinos v mochas). Thm vo , khi m trng phng Marketing ca Nescafe c, Tanya Marler, ni v vic cafe ha tan chim ly th trng ca tr xanh, b ni rng thng hiu tp trung vo sc khe v n thc s nh ng vo nhu cu ca ngi tiu dng. Vy nn ngy nay th vn khe mnh, da trn li sng lnh mnh, l gi tr chnh m cc sn phm Nescafe mun hng ti phc v khch hng.

T n nay, thng hiu ny vn lun tp trung vo nhng sng to t ph trong vic thng thc c ph, vi cc loi nh: c ph nguyn cht ha tan ch s dng ht c ph rang (1952), c ph sy kh-ng lnh ha tan (vi loi Nescaf nhn vng, 1965) v c ph ht (1967). Nm 1994, h pht minh ra quy trnh gi nguyn hng thm, mt ci tin cht lng quan trng cho cc loi c ph ung lin. Vo nm 1984 sn phm cafe cao cp u tin, cafe Gold Blend c tung ra, c v ngt m . Nm tip theo Nestle tung ra Alta Rica c ch to t s kt hp ca cc ht loi Arabicas cao cp M Latin. N c din t nh l ba tic cafe sang trng. Ngy nay, Nestle c mt lot cc s la chn cho ngi tiu dng t cappuchino, lattes, mochas n mt thng hiu c tin l Nescafe Gold Blend. Anh, th trng vi cc nhn hiu ni ting trn th gii c n khong 20 sn phm khc nhau ca Nescafe. Do , c mt s chuyn tip t vic tiu dng mang tnh thc dng sang s tiu xi mang tnh hng th khi m n bt u bin ha v to ra hng lot loi pha trn khc nhau. Nescaf c nhng sn phm chun ton cu v c mt tt c cc th trng m Nescaf thm nhp. Bn cnh cng c nhng sn phm con/ ph c th c ti th trng ny nhng khng c ti th trng khc ph hp vi th hiu s thch ring ca ngi tiu dng ni a. Hy cng khm ph th gii cafe ca Nescaf: NESCAF Classic Loi cafe yu thch ca th gii. Bn s tm thy sn phm ny hu ht cc quc gia trn ton cu NESCAF Gold Range La chn u tin t NESCAF cho tch cafe c bit ca bn mi ngy. C 3 sn phm vi mc khc nhau: - Gold

- Gold Mild - Gold Decaf/Decaff NESCAF Espresso Bt cht, en, v mnh lit. NESCAF Espresso sn xut t hn hp pha trn cc ht Arabica, c rang hon ton cho mt hong v en m v mnh lit, mang n cho bn phong cch espresso ch thc ca Italia kt hp bt kem du nh. NESCAF Premium Range NESCAF Alta Rica l mt hn hp c bit t nhng ht cph Arabicas ca M Latinh ho hng , cng vi b quyt rang xay c o to nn mt loi cph en th thit mnh m, thm ngon v hp dn. NESCAF Cap Colombie c sn xut c bit t nhng ht cph Arabica t Columbia , cho mt sn phm vi v cafe m du c bit quyn r v thm m lu sau khi ung. NESCAF Kenjara t nhng ht cafe Arabica ca Kenyan v Costa RicaKenyan, c chn la k lng to ra mt sn phm cf c mu nau nht, y li cun vi mi thm lu, v du nh. NESCAF Decafa/Decaff NESCAF DECAFA/Decaff mang n cho bn hng v y v tuyt vi m bn mong i t Nescafe nhng khng cha thnh phn caffeine.

NESCAF Specialities range (Cappuccino, Latte Macchiatos) Cafe si bt kt hp vi bt kem tuyt vi. Ti sao bn li khng t cm nhn hng v m du, bt kem v m cafe ca Nescaf Cappuchino hoc si bt vi sa t Nescafe Latte Macchiato. Ch cn thm nc v thng thc. C nhiu mi hng cho bn la chn nh Vanilla, Hazelnut hoc Caramel cappuccino. NESCAF Frapp Bn mun xua tan ci nng bc ca ma h, hay bt c khi no bn thm mun mt loi nc mt lnh vi diu nhy twist cun ht. Ch n gin ha trn vi sa, thm t v khm ph hng v cafe c o duy nht ca NESCAF Frapp. NESCAF 3in1 Hy thng thc s pha trn tuyt vi gia cafe, sa hoc bt kem v ng mt cch tht n gin. Ch cn thm nc! NESCAF Dolce Gusto: c mt ti 15 quc gia.

NESCAF v KRUPS hp tc vi nhau v tung ra NESCAF Dolce Gusto. Mt thit k c o, h thng ung a nng kt hp gia mt my p lc cao vi nhng ht c ph to ra thc ung cht lng cao t Espresso n Cappuccino v Latte Macchiato. Vi h thng ny s lm thay i cch ch bin, thng thc v suy ngh v c ph ca bn. Vi mt t thi gian bn c th to cho mnh nhng tch c ph theo phong cch ca chnh bn. Vi 4 loi sn phm nh sau:

Nescafe Dolce Gusto Piccodo Chic my trng c v nh, nhng n c th ph v mi lut l. Hy xoay trn sau lc bt ra vi mt tch c ph hng v tuyt vi.

Nescafe Dolce Gusto Melody 2 Thit k c o ny c th gip bn thng thc hng v c ph thm ngon ngay ti chnh ngi nh ca bn.

Nescafe Dolce Gusto Creativa y l s kt hp ti cao gia k thut t ng ha v yu cu ca khch hng. Thit k thng minh ny c th c c suy ngh ca bn!

Nescafe Dolce Gusto Circolo Chic my ny ginh c gii thng trong din n thit k quc t v c bit n nh mt thit k xng ng vi danh hiu chic my nh gn mu . Vi kiu dng tinh vi, c c ph cha bao gi ngon nh th!

2.4 CHIN LC GI Nh vy c th thy rng Nescaf tung ra nhiu dng sn phm nhm vo nhng phn khc ln v a dng ca th trng cf ung lin. Mi phn on c nhng dng sn phm vi gi c ph hp v c th

chp nhn nhng vn bo m cht lng cao. Hn na, Nescaf bit rng lun c th gii quyt vn doanh thu v chi ph bng mt chin lc gi linh ng. Chin lc gi m Nescaf nhm n c th tm gn l: Caf tt th khng mc. i vi gii tr - thanh nin: Nescaf nh vo phn khc ny vi dng sn phm Latte mi, gi c tng i. i vi tng lp tiu dng c thu nhp cao v quan tm ti cht lng hng u: c dng Nescaf Gold, Premium vi gi c v cht lng cao hn so vi sn phm chung khc. i vi tng lp c thu nhp trung bnh: Nescaf nhm vo phn khc rng ln ny vi Blend 43, Mild Roast , Expresso products...Ngi tiu dng nhn c li ch kinh t cng nh cht lng sn phm. 2.5 PHN PHI L mt tp on a quc gia, vi b dy lch s v kinh nghim v ngun ti chnh hng mnh, khi thm nhp vo cc th trng, Nescafe khng giu tham vng l lun mun chim u bng v nm gi th phn, so vi cc i th cnh tranh trong ngnh, ti tng khu vc, tng quc gia, a phng khc nhau. V th m chin lc phn phi lun c cng ty cao ch trng. Vi tn ch: WHEREVER- WHENEVER- HOWEVER, Nescaf vo bt c th trng no u xy dng mng li phn phi cht ch vi cc nh phn phi v bn l nhm ph sng th trng vi mt cao. ng thi chin lc ca Nescafe khi phn phi vi cho cc nh bn l l tng chit khu cho sc mua ln. V d nh th trng min Bc, Vit Nam hin nay, nu nh bn l mua 4 triu ng sn phm ca Nescafe s c hng 400.000 ng, tng ng mc chit khu 10%, gp 2-2,5 ln so vi cc i th ( G7 ca Trung Nguyn, Vinacafe). Sc mua ca nhiu nh bn l i vi c ph ha tan c th khng t n 4 triu. Nh vy, c hng mc chit khu hp dn ny, nh bn l thay v mua hng ca nhiu thng hiu s dn vo mua ca Nescafe. l cha k n vic nh bn l mua 10 sn phm Nescafe s c tng 1 sn phm. Cho n nay, cha c thng hiu c ph ha tan no chu chi cho vic phn phi nh th.

Nescafe c kh nhiu nhn hiu ph khc, nhng mi nhn hiu ph ca Nescaf khng ch lm gim i gi tr ca cc thng hiu ph khc, tri li, chng cn lm tng thm s hp dn cho cc sn phm khc ca Nescaf. iu ny gp phn quan trng trong s thnh cng ca knh phn phi. Bi v cc i l cng cm thy thun tin hn khi nhn bn sn phm vi nhiu nhn hiu con t mt thng hiu ln. Gn y nht, Nescafe a ra k hoch Nescafe plan vo th 6, 27/8/2010 ti Mexico City. K hoch ny a ra cch thc hot ng sn xut xuyn sut t ngi nng dn n ngi tiu dng, to s nht qun trong chui gi tr ca caf. c h tr bi quan h i tc quan trng t bn ngoi, sng kin ton cu ny s gip ti u ha chui cung ng Nescafe v t c mc tiu ng k so vi mi nm ti. 2.6 TRUYN THNG Vi v tr l mt cng ty a quc gia ng th 3 th gii v thc ung, ( ch sau Coca-Cola v Pepsi) , Nescafe s dng ngun ngn sch chi tiu cho lnh vc truyn thng. Bao gm cc phng tin: Truyn hnh thng mi (TV commercial) Bo & tp ch ( Magazine Advertising) S kin cng ng ( public event) Qung co trc tuyn ( online advertising) Mng x hi ( Social networking)

Trong cc phng tin truyn thng nu trn, Nescafe tp trung ch yu vo mng x hi thc hin cc mc tiu qung b ca cng ty. Hin nay, Nescafe hin din trc tuyn trn tt c cc trang web mng x hi,ging nh: Facebook.com, Orkut.com, Friendster.com ... Tuy nhin, Nescafe c cng ng ca h trn cc mng x hi nhng h hot ng cha nawg sut thu ht cc khn gi mc tiu, bi mng x hi ca h a s ch thu ht tng lp thanh nin. Do , Nescafe ang nghin cu v ng dng th nhng chin lc v vic thit k mt cng ng Nescafe chuyn nghip v sng to nhng hot ng. Trc ht s to ra mt cng ng trn cc trang web mng x hi s c hon ton khc nhau t cng ng hin c. Cng ng ny ca Nescafe s to tng tc nhiu hn thay v tng tc theo mt cch c trc .

1.

Tr chi (Games) :

Nescafe gii thiu ton b cc tr chi trn trang mng x hi lm cho i tng mc tiu ca h lin quan v ch n nhiu hn trong tiu th c ph. Mt s game nh Nescafe poker, bng Nescafe, Nescafe bida. Nhng game ny s c cc ngi chi u tin (l khch hng tiu dng Nescafe) gii thiu v truyn ti ti bn b ca h (ngi chi th hai), theo lan truyn ra cng ng, v c gng khng to khi nim ngi chi cui. 2. Gi tm chuyn (Gossiping Hours)

Ti y Nescafe m ra hi ngh cc phng chat, ni mi ngi s gossips v vic ung Nescafe vi nhng ngi h bit. ng dng ny c tip th theo cch m ngi tiu dng s s dng n trong mt vi ting linh ng. 3. Gi doanh nghip (Corporate hours)

Hnh thc ny v cn bn cng tng t nh Gossiping Hours, tuy nhin nhng ngi tham gia y s l mt nhm c chuyn mn kinh t ( business group), c mi ti tho lun v ni chuyn v cc ch kinh t, c bit l nhng ch kinh t nng, v hin nhin cc v khch mi ny u thng thc ly Nescafe trong lc bn bc. Hnh thc ny ch c p dng trong mt s gi quy nh, tuy nhin gy s mong ch t pha ngi theo di. 4. Tin tc cp nht mi nht ca Nescafe (Nescafe's Latest updates)

Nhng bn cp nhp m Nescafe cung cp s c nhng Tag khc nhau. Ging nh :Chnh tr, Kinh doanh, Vn ha l hi, Th thao, Phim nh V vy, ngi tiu dng c th nhn c tin tc ca h da trn khu vc mnh quan tm 5. Hng v ca thng (Flavor of the Month)

Do Nescafe c s lng sn phm kh ln, nn chng trnh ny c a ra l ngi tiu dng bit l hng v s dng rng ri nht trong thng.

6.

Cuc thm d Cafe (Coffee polls)

y l ng dng rt n gin, ti y s c nhng cu hi xem ngi tiu dng d on cafe no l ch nng trong tun hoc thng. V mt s cu hi lin quan ngi tiu dng c mt trong hai la chn thch hoc khng thch. T nhng t l thc t t kin ngi tiu dng ny, Nescafe bit nn lm nhng g ci thin sn phm tt hn. Mt v d v Nescafe (Philippines): Dng sn phm Nescafe 3trong1 khai thc Friendster ca ngi s dng mong mun t th hin thng qua vic to ra mt avatar! T H S Nescafe, ngi s dng c th tr thnh mt Fan ca Nescafe, sau to mt Nescafe "Alien Avatar", thm "Alien Avatar" chia s trang ca h vi bn b ca h qua friendster.com/nescafe3in1. Kt qu l: Hng chc ngn Friendster ngi dng tham gia v to ra mt s kin Avatar Won. Qua cho thy, cng ty a quc gia Nescafe nhn thy trc tim nng ca mng x hi v ngay lp tc ng dng cho thnh cng ca mnh. + ) Ngoi vic tp trung vo mng x hi, Nescafe cng mnh tay chi tiu cho phng tin truyn thng ln l bo ch. in hnh l ti Anh. PC Media l nh xut bn tp ch ln nht ca ngi tiu dng Anh, bao gm 6 nh xut bn l: IPC SouthBank, IPC TX, IPC Ignite, IPC Connect, IPC Country & Leisure Media and the Wallpaper Group. IPC hon ton thuc s hu ca Time Warner, nhm phng tin truyn thng ln nht th gii. IPC l nh xut bn c b rng v quyn lc v su v thng hiu, cng ty a quc gia Nescafe khn ngoan v thnh cng trong vic qung b hnh nh ca mnh khi b trn IPC ng thi to lp mt quan h i tc tt vi IPC qung. Nescafe to lp mt v tr ring ca cng ty trn IPC. c gi ca IPC ngy cng yu thch nhng cu hi, bi ton mo ca Nescafe ng trn IPC. c gi cm thy rt vui v hng khi vi nhng cu y hiu k v mong ot phn thng hp dn c hi dnh cho nhng ngi yu thch v trung thnh vi Nescafe. C th ni, Nescafe kho lo lm bn vi c gi v mang ti cho c gi hng v cafe m h yu thch.

PHN 3: CNH TRANH CA NESCAFE, G7 V VINACAFE TI VIT NAM 3.1 TH TRNG CNH TRANH Vit Nam t ho l quc gia sn xut c ph robusta ln nht th gii, song so vi con s hng trm thng hiu c ph ca Braxin th con s hng chc cc thng hiu c ph ca Vit Nam cn qu nh. Tuy nhin, khng th ni cnh tranh trn th trng c ph Vit Nam km si ng. Bi ch ring lng c ph tiu th ni a ca ring Braxin bng tng khi lng c ph m Vit Nam sn xut, v ch khong 5% s c tiu dng ni a. Nh vy, cc thng hiu c ph Vit Nam ang phi ua trn mt ng hp. Phi tha nhn rng d c hng chc thng hiu c ph ha tan nhng trn ng ua d nhn thy Nescaf, G7 cafe v sau na l Vinamilk caf (Vina caf). Ch trng hn n th trng sa, Vinamilk caf i lc tng tc t ngt vi cc chin dch tip th tn km nhng cng nhiu khi kh lng yn. G7 Coffee ang vn ang tip tc cnh tranh vi "ci xay gi Nescaf. Trung Nguyn c ch vn ln v c nhng thnh cng bc u. Trc khi G7 tham gia th trng (23/11/2003), dung lng th trng ni a ca mt hng c ph ho tan vo khong 130,75 t ng/nm. Kt qu iu tra thm d ngi tiu dng v hng Vit Nam cht lng cao nm 2004 (do bo SGTT tin hnh cui nm 2003) cho thy lc y Nescaf dn u th trng vi 55,95% th phn, Vinacaf 38,45% th phn, cn li l cc loi c ph ho tan nhp khu v t nhng doanh nghip khc. Thi y, nhc n Nescaf, nhiu ngi v sn phm ng ngha vi s snh i. Cn chuyn Nescaf ung c ngon hay khng li l chuyn khc. Ngi tiu dng Vit by lu nay vn d thch chn nhng

gi tr bao b hn l gi tr ct li n su bn trong cht lng sn phm... Nescaf khuynh o th trng c ph ng gi ngay ti t nc m sn lng xut khu c ph xp v tr th 2 th gii, ch sau vng quc c ph Brazil l iu m chnh Tp on Nestl cng bt ng. Mt iu m t ngi tiu dng bit c chnh l cc sn phm ca Tp on Nestl u c "chun ha" tun th theo mt cng thc nht nh. iu ny ng ngha vi vic tnh c trng cho hng v c ph tng vng min l hon ton khng c. Mt ngi Vit ngi va h, trong mt khch sn sang trng hoc mt ngi M ang ngi ti New York cng lc ung mt ly c ph ha tan Nescaf, h s cng c thng thc mt hng v chung. Ban u, c tng l snh i Tuy nhin, khi tch c ph ra khi c trng vng min v p buc n phi "thng nht hng v trn ton th gii" th v hnh trung, Nescaf tc mt mt phn quyn th hng ca ngi tiu dng. V chc chn rng, hn 50% ngi tiu dng Vit Nam s phi ung th thc ung c hng v chung ton cu l Nescaf, nu nh khng c s xut hin ca c ph ha tan G7 - Trung Nguyn. Sn phm c ph ha tan G7 s l mt hng tin phong cho cuc chin ginh li th trng c ph ha tan ti Vit Nam. Mt cuc chin cha tng c trong tin l kinh doanh nc ta, mt thng hiu Vit li khi mo trc trong cuc i u vi mt tp on thc ung khng l l Nestl. S tham gia ca G7 cng lm cho chic bnh ca th trng ny "n ni" hn. Doanh s ca th trng ny nm 2004 ln n hn 154 t ng (thng k ca Trung Nguyn). Trong nm 2004, Vinacaf v Nestl cng phn cng bng nhng chng trnh khuyn mi, tip th kh quyt lit. ng k nht l hai chng trnh ca Nestl: mua Nescaf trng xe hi Vitara, cho ung Nescaf min ph ti cc ch u mi, siu th v tng tng nh. Vinacaf trc y t xut hin trn truyn thng th nay cng lin tc qung co trn truyn hnh, treo bng hiu ti cc quy hng, sp ch v trn ng quc l... S liu iu tra HVNCLC nm 2005 (tin hnh cui nm 2004) cho thy trong nm u tin Trung Nguyn thc s thnh cng vi G7. Chic bnh ca th trng c ph ho tan c chia li kh ngon mc.

Th phn ca Nescaf ch cn 44,05%, Vinacaf cn 28,95% v G7 chim 21,8%. Th nhng tnh n thng 12/2005, mt s chuyn gia cho rng th phn c ph ho tan dng nh phn chia xong: Vinacafe: 50,4 %, Nescaf: 33,2% v cc nhn hiu khc 16,4%. Vi tng cng sut c nc ln ti hn 2.200 tn/nm, c v nh th trng bo ho nhng nhiu doanh nghip vn tip tc u t vo lnh vc ny v lm cuc chin thm gay gt.

Th trng c ph giai on ny c chia thnh hai khu vc r rt: c ph rang xay v c ph ho tan. Nu nh c ph rang xay mt uy tn trong xut khu v pha trn nhiu ph gia khng c li cho sc khe v khng ph hp th hiu tiu dng nc ngoi th c ph ho tan li ang c th ng c trong v ngoi nc. Lnh vc c ph ho tan c chia thnh hai nhm: nhm c ph ha tan nguyn cht (chim 14%) v nhm c ph ho tan 3 trong 1 (chim 86%). Gn y, doanh nghip chim th phn ln trong lnh vc ny Vinacaf cn trnh lng thm loi c ph 4 trong 1 (b sung thm nhn sm). V th, cnh tranh lnh vc c ph ho tan ch yu din ra nhm 2 (c ph 3 trong 1). Ngoi hai i gia Vinacaf v Nescaf chim ti 83,6% th phn, Vinamilk - doanh nghip chuyn cung ng sn phm sa quyt nh trnh lng sn phm Caf Moment. Trung Nguyn - doanh nghip lm ma lm gi trn th trng c ph phin vi thng hiu Trung Nguyn nhiu nm qua lm nng th trng c ph ho tan bng sn phm G7 vi tng mc u t cho mt dy chuyn sn xut c ph ho tan ln ti 10 triu USD, cng sut 200 tn/nm. Bn cnh , nhiu doanh nghip khc

cng gii thiu thm khong 20 nhn hiu, lm cho ming bnh ca th phn c ph ho tan ngy cng nhiu sc mu. Tnh n cui nm 2009, Vinacafe ang dn u vi th phn khong 40%, tip theo l Nescafe gn 38%, cn li l G7 vi cc thng hiu khc. Khi th phn ngy cng thu li, cng l thi im th trng chng kin nhng cuc cnh tranh quyt lit nht. Trong sut nhng nm qua, hng lot chiu cnh tranh c cc hng em ra p dng. 3.2 CHIN LC V K HOCH TIP TH C nhng sn phm tiu dng tng chng i vo tim thc ca ngi Vit v khng th thay i, nh: xi r Rng Hng, x x Chng Dng, bt git Daso, kem nh rng D Lan... Tuy nhin, nhng thng hiu thun Vit va k y, ln lt bin mt hoc lm vo tnh trng "sng phi c my tr tim" khi m Coca-Cola, Omo, Tide, Colgat.. xut hin ti th trng Vit Nam. Dng nh, trong tt c nhng cuc cnh tranh mang tnh sng cn, nhng sn phm thun Vit bao gi cng b sn phm ngoi "nh" n bn thn bt toi ngay trn sn nh... c mt tm l nh l hi chng s hi ca cc nh kinh doanh Vit mi khi trn th trng xut hin thm mt sn phm ngoi no ... Vy th, chuyn g xy ra trong cuc chin gia c ph Vit (G7, Vinacafe) v Nescafe- sn phm ca tp on thc ung hng u th gii Nestle. Chin lc v k hoch tip th ca cc u th ny l g? V u l chin lc tip th mang li thnh cng cho Nescafe ti Vit Nam? Nestcafe L nhn hiu c ph ho tan hng u trn th gii vi b dy lch s 70 nm, Nescafe l thng hiu nc ung ln th hai ca th gii ch sau Coca-Cola. Ti Vit Nam, Nescafe c mt nh my sn xut c ph ho tan vi cng sut 1.000 tn/nm.

 Chin lc ca caf ton cu phi thay i Vi tm l ca k mnh i trc, sau khi chnh thc vo th trng Vit, thng hiu Nescafe nhanh chng nh bt v tr c tn ca Vinacafe dn u. Vi khu hiu ton cu Khi u ngy mi truyn thng rm r, Nescafe c xem l ngi dn dt, em hng v c ph ton cu gii thiu rng ri cho ngi tiu dng Vit. Th nhng, s thay i cc din th trng ngnh c ph Vit Nam ph v gic m nhanh chng thn tnh th trng ca nhng tp on a quc gia. Ngay sau thi im thng hiu c ph ha tan G7 ca Trung Nguyn ra i vi li ku gi ng h thng hiu nng sn Vit Nam (23/11/2003), Nestl cng phn cng bng nhng chng trnh khuyn mi, tip th kh quyt lit. Trong nhiu thng, Nescaf ln lt tung ra 3 sn phm c ph 3 trong 1 v lin tc thay i thng ip qung co? L do g khin Nescaf phi thc thi quyt lit cc phng thc tip cn th trng nh vy? n gin v h cm thy s tng trng khng nh mong mun, trong khi cc i th ginh mt th phn. ng k nht l hai chng trnh: mua Nescaf trng xe hi Vitara, cho ung Nescaf min ph ti cc ch u mi, siu th v tng tng nh. u thng 3.2005, Nescaf thay i thng ip quen thuc "khi u ngy mi" bng thng ip "100% c ph Vit Nam" cng nh m chin dch truyn thng vi slogan "hng v Vit Nam hn"; ng thi a ra ba loi c ph mi. Gi thnh ban u ca G7 l thp hn so vi gi thnh trn mi sn phm ca Nescaf. Tuy nhin, vi chin lc kinh doanh theo kiu "ung c ph min ph" v "ung c ph trng xe hi" trong thi gian di, th gi

thnh thc ca Nescaf thp hn so vi sn phm c ph ha tan ca G7. Cng nh cc tp on ln ca nc ngoi khc, chin lc a thch nht Nescafe s dng trong cuc chin vi nh sn xut trong nc l "ly tin cht... sn phm quc ni". C th ni c ph G7 ca Trung Nguyn lm thay i chin lc ca Nescaf. C ph ho tan l sn phm c ngun gc ngoi nhp. Thot u, chng "p t" khu v quc t nguyn thu cho ngi tiu dng Vit Nam. y chnh l mt li th khng nh cho Nescaf, sn phm ca mt tp on sn xut ch bin c ph hng u th gii. S thay i ny ca Nescaf cho thy dng nh cc nh sn xut c ph ho tan ca Vit Nam - Vinacaf v Trung Nguyn, p t c li chi ca mnh ln Nescaf. D rng, b o Th Chung, gim c ngoi v ca Nestl cho bit: "Khng phi ch ring Nescaf m cc sn phm khc ca tp on u c nghin cu v ch bin thch hp vi khu v khc nhau ca ngi tiu dng ti tng a phng trn ton th gii". D nhin, ngi ta cng tha hiu rng ti sao Nescaf li chn thi im ny thay i. B Chung cho bit thm: "Ngy cng c nhiu nh u t thm nhp th trng c ph ho tan, cnh tranh s khc lit hn, iu ny cng gip c ph ho tan ngy cng thng dng vi ngi tiu dng Vit Nam hn". S thay i thng ip, chin lc ca Nescafe cho thy quyt tm eo bm v cnh tranh gay gt ca thng hiu a quc gia ny i vi thng hiu c ph Vit Nam. Trong thc t, vi tim lc sn c v ti chnh, ngun lc, kinh nghim, h thng phn phi Nescafe trin khai nhiu hot ng khuyn mi, tip th h gi bn xung rt thp, to li th cnh tranh v gi so vi G7 y l mt chiu thc thng c ca cc thng hiu quc t p dng i vi th trng ni a, nhm dng mi ngun lc ngn cn n lc vn ln ca cc thng hiu ni a. Trc , sau ngy hi tung G7, Nescafe t qung co trn truyn hnh, ti im bn, thc hin cc chng trnh khuyn mi rm r m bt k doanh nghip Vit no cng khng th theo kp. Cuc chin khi gi tinh thn dn tc tip tc gay cn khi Nestl tung tuyt chiu l sn phm mi Nescafe-Caf Vit, bn cnh Nescafe 3in1 vo nm 2008. Tuy khng khc bit nhiu so vi Nescafe-Red Cup

 ni ting ton cu ca Nestl, nhng ci tn mi Nescafe-Caf Vit v cu khu hiu Bn mnh th? to c n tng su sc hn vi ngi tiu dng bn a. Song song , thng 9 nm 2008, Nestl cn t chc nhiu chuyn roadshow xuyn Vit mang tn Bn mnh bc ln xe?, dnh cho nam thanh nin t 25-35 tui chi cc tr chi th thch, cm gic mnh. Cng trong nm , ti bui khai mc L hi C ph Bun Ma Thut 2008 ti k Lk thng 12.2008, Nestl gy n tng bng tm bn Vit Nam ln nht th gii xp t ht c ph. Vic Nescafe cho ra i Nescafe-Caf Vit ch dnh ring cho th trng Vit Nam l s kin cha tng c trong lch s pht trin ca Nescafe. y l ln u tin Nescafe phi to ra mt sn phm ring bit p ng ngi tiu dng, cnh tranh cng thng hiu a phng. Tin vo th trng tim nng min Bc Ti th trng min Bc, sc tng trng th phn c ph ha tan mnh hn do ngi tiu dng min ny ang chuyn t thc ung truyn thng l tr sang c ph. Mc tng trng ca th trng ny l 10% trong nm 2009. Nescafe tung vo th trng min Bc sn phm Nescafe 3in1 k nim 1.000 nm Thng Long H Ni cng vi nhng thng ip mang tnh dn tc v lch s Vit Nam c in trn bao b, ni m Trung Nguyn nm gi phn ln th phn trong nhiu nm qua. Nescafe dng nh khng giu tham vng chim lun v tr u bng khu vc pha Bc, sau khi thnh cng min Trung v min Nam. Thng 9.2008, Nestl cn t chc nhiu chuyn roadshow xuyn Vit mang tn Bn mnh bc ln xe?, dnh cho nam thanh nin t 25-35 tui chi cc tr chi th thch, cm gic mnh. Cng trong nm , ti bui khai mc L hi C ph Bun Ma Thut 2008 ti k Lk thng 12.2008, Nestl gy n tng bng tm bn Vit Nam ln nht th gii xp t ht c ph.

 Tip tc lm ngc nhin i th Tip tc lm ngc nhin cc i th, ngy 3/11/2009, Cng ty Nestl Vit Nam chnh thc tung ra th trng sn phm Nestcaf ng lon ln u tin c sn xut trn quy m ln ti Vit Nam. Trong nhng nm gn y, ngi tiu dng Vit Nam bt u lm quen vi sn phm cph ng lon c th ung ngay m khng cn pha ch, bi tnh tin dng, ph hp vi cuc sng hin i lun bn rn. Song ch yu l sn phm nhp khu. Nhn thc c nhu cu ca ngi tiu dng Vit Nam i vi c ph ung lin c hng v m ca c ph Ty Nguyn, t hn 2 nm trc, Nestl Vit Nam bt u nghin cu v u t sn xut c ph ng lon. Vi nhng cng ngh pha ch ni ting ca chu u, s dng ngun nguyn liu cht lng cao qua s chn lc k lng ca h thng kim sot cht lng ca Nestl ti nh my ng Nai. n nay, nhng sn phm Nestcaf ng lon u tin Made in Vit Nam ra i. Lon Nestcaf c dung tch 180ml, ng trong thng carton 30 lon, gi bn l l 7.000 ng/lon. Sn phm chnh thc c mt ti th trng Thnh ph H Ch Minh t ngy 3/11/2009. B L Th Hong Yn, Gim c Truyn thng v H tr Tip th ca Nestl Vit Nam chia s: Nestl Vit Nam khng ch l mt nh kinh doanh c ph thnh cng vi sn phm Nestcaf dn u th trng m chng ti cn l nh thu mua c ph ht ln nht ca b con nng dn, chim gn 25% sn lng ca mi v thu hoch trn c nc, c xut khu i trn 20 nc trn khp th gii cung cp cho cc nh my trong h thng ca Nestl". Cuc cnh tranh ca th trng c ph lon ung lin ti Vit Nam ha hn s rt si ng khi ngoi sn phm c ph lon nhp khu v Nestcaf sn xut ti Vit Nam th cng c nhng cng ty ang c th mnh trong lnh vc nc gii kht ang chun b tung ra sn phm tng t trong nhng thng cui nm.

Nestl Vit Nam s thc hin chng trnh ung th min ph 100.000 lon Nestcaf ti cc siu th, trng i hc v mt s t im mua sm, gii tr. Chin lc sp ti D khng chia s nhiu v chin lc sp ti nhng i din ca Nestl, b Petraea Heynike cho bit, cc sn phm ca Nestl, trong c Nescafe, s tun th mt nguyn tc quan trng gi l nguyn tc 60/40+. y cng c xem l mt phn chin lc cnh tranh ca Hng. Nguyn tc 60/40+ bao gm 2 bc nh gi. Trc tin l nh gi khu v sn phm ca Nestl so vi i th cnh tranh chnh, mc tiu l ginh u th vt tri 60/40 khi c th nghim khng nhn hiu (th m) vi sn phm i th. Sau , Nestl s o lng tnh u vit v dinh dng ca mnh so vi i th, i din bng du +. i vi du + ny, b Heynike cho bit, trong nm 2009, 100% sn phm ca Nestl bn trn th trng u p ng cc tiu ch v mui, cht bo, ng tt hn sn phm ca i th.

Caf G7 - Trung Nguyn

u t cho cc chng trnh qung b, tip th, Trung Nguyn G7 gy mt c sc khi mn i th qung b cho mnh. Trung Nguyn tin hnh mt cuc xung ng mang theo

2 loi sn phm: c ph ho tan G7 v Nescaf ngi tiu dng nm v cho nhn xt vi li th... nghing v G7. Nm 2004, tr li bo ch, ng ng L Nguyn V, gim c cng ty c ph Trung Nguyn cng khai: "Chng ti ang khi mo mt "cuc chin" vi mt "i gia" nc ngoi vn khuynh o th phn c ph ng gi Vit Nam, mt cuc chin khng giu gim...". Trc , ngay sau nhng t tip th o t trn ng ph, Trung Nguyn t chc Ngy hi tuyt nh gii thiu c ph ho tan G7 vo ngy 23.11.2003 ti dinh Thng Nht, TP.HCM. Cc chng trnh tip th c lng vo nhng cuc hi tho, cuc thi xoay quanh vn xy dng thng hiu cho nng sn Vit Nam. Nhng ci "inh" ca chng trnh l vic Trung Nguyn t chc cho ngi tiu dng th m (khng cho bit nhn hiu sn phm) sn phm mi G7 ca cng ty i chiu vi sn phm cng loi ca Nestl. V kt qu do Trung Nguyn a ra l 89% ngi tiu dng chn G7 trong so snh trc tip v 11% chn Nescaf. Mt ng thi khc ca Trung Nguyn l mi ngi tiu dng ung th c ph G7 trong 3 ngy ti mt cao c trn ng Nguyn Th Minh Khai, Q.1, ni t tng hnh dinh ca Nestl! S dng tinh thn dn tc ng h hng Vit Bn cnh vic u t cho cc chng trnh qung b, tip th..., G7 chn v kh i u trc tip vi Nescaf bng cch ku gi tinh thn ng h hng Vit Nam ca ngi tiu dng. Trung Nguyn lin tip gii thiu phim v qung co v thng hiu v nng sn Vit Nam, ku gi ngi tiu dng ng h hng nng sn Vit Nam, ng h G7, Trong bc th ng gi km theo sn phm , ng ch Trung Nguyn ng L Nguyn V m u bng cu Knh th qu ng bo! v dng nhng li l tha thit khi gi tinh thn dn tc, ku gi ngi tiu dng Vit Nam s dng hng nng sn Vit Nam. ng cng trnh by rt r cho cc nh phn phi, i l bit nhng u im v hn ch ca Trung Nguyn v nguyn vng mong hng Vit c ng h. ng ng L Nguyn V phn tch: "T tim lc ti chnh, hot ng tip th, khuyn mi..., Nescaf u mnh hn G7, do vy, thi gian ti G7 s gp kh khn khng t. Nhng vic thng hay thua ca G7 khng

l chuyn quan trng, quan trng l c mt doanh nghip Vit Nam dm i u trc din vi cc tp on a quc gia trn th trng ni a".Bn cnh vic u t cho cc chng trnh qung b, tip th..., G7 chn v kh i u trc tip vi Nescaf bng cch ku gi tinh thn ng h hng Vit Nam ca ngi tiu dng. Thc t th trng cho thy G7 bc u gt hi c thnh cng. T thng 11.2003 n thng 1.2004, G7 chim lnh 35% th phn. Cng t s liu iu tra Hng Vit Nam cht lng cao 2005 ghi nhn s gia tng ca cc hng ng thi tip th. mt hng c ph ho tan, tc ng ca yu t tip th n s la chn ca ngi tiu dng khi mua sn phm ca Nescaf nm 2003 ch chim c 7,8% th nm 2004 ln ti 10,2%. Vinacaf cng tng t 5,1% ln 7,3 %. Tuy nhin, vi G7, tc ng ca yu t tip th ca thng hiu ny chim ti 14,8% so vi cc yu t la chn khc ca ngi tiu dng. Tip tc nhm thng qun th m nh Thng 4 v 5.2007, Trung Nguyn tip tc a ra mt tng mi cho G7 3in1. l phim qung co so snh chic cc (vn l hnh nh gn lin vi thng hiu Nescafe), trn c ghi 11% c ph Bun Ma Thut vi chic cc ca G7 3in1 ghi 89% c ph Bun Ma Thut. n thng 8.2007, Trung Nguyn li tip tc chy phim qung co so snh vi chic cc , nhng ln ny chic cc G7 3in1 c ng du bo chng c ph tht Bun Ma Thut. S thay i ny ca Nescaf to ra nhng lo lng nht nh cho G7 trong giai on cnh tranh ti. u thng 4.2010, G7 tung ra thng ip G7 vi kht vng Vit trn mt bo bng cu chuyn v truyn thuyt Cha Rng, M Tin, ca ngi nhng chin tch chng ngoi xm ca ng cha v gi tm th nh km trong sn phm n ngi tiu dng. Trung Nguyn lin tip gii thiu phim v qung co v thng hiu v nng sn Vit Nam, ku gi ngi tiu dng ng h hng nng sn Vit Nam. Th trng min Bc v min Nam Sau nhiu nm i u khng mt mi th lc ny trn c th trng min Bc v min Nam Nescafe vn l i th s mt ca G7. ng Tuyn,

Cng ty Trung Nguyn, cho bit, h vn ang phn cng kh vt v trc sc mnh ti chnh ca Nestl, nht l trn knh phn phi. Trung Nguyn dn u th trng min Bc vi th phn gn 60%, Nescafe gn 30% v Vinacafe chia s phn ln th phn cn li. ng Tuyn l gii, ngi min Bc th hin tinh thn dn tc mnh m hn nn chin lc nh vo tinh thn dn tc ca G7 d thu ht ngi tiu dng th trng ny. Trong khi , ti min Nam v mt phn min Trung, ni nhng hot ng mang tnh cht thng mi nh qung co, khuyn mi d tc ng n ngi tiu dng hn th chin lc tip th bom tn ca Nescafe a thng hiu ny ln u bng, cng vi Vinacafe. Theo , Vinacafe v Nescafe mi bn nm xp x 40% th phn, ri mi n G7. 3.1.1 Vinacafe 3.1.2

Chin lc khng bom tn v li ngc dng Vinacafe bt u i vo sn xut t nm 1979, sn phm ca Vinacafe ch yu xut khu. Sau , khi Vit Nam chuyn sang c ch th trng, Vinacafe tp trung pht trin c ph ho tan phc v th trng ni a. Vi nh my sn xut c ph ho tan cng sut 3.000 tn/nm, Vinacafe tr thnh doanh nghip dn u v nng lc v cng ngh sn xut c ph ho tan ti Vit Nam. Nm 2003, khi Nescafe nhy vo chia s th phn, Vinacafe vn tng bc pht trin, d khng qung co rm r. Nguyn nhn, theo cc chuyn gia thng hiu, l bn cnh th mnh tin phong trn th trng c ph v

c thng hiu lu i, cng ty ny rt bit chn thi im lm thng hiu. Trong nm 2004, Vinacaf trc y t xut hin trn truyn thng th nay cng lin tc qung co trn truyn hnh, treo bng hiu ti cc quy hng, sp ch v trn ng quc l... Chng hn, trong nhng nm 2003-2004, khi G7 v Nescafe ang k st tng cen-ti-met trn mt trn truyn thng cho dng sn phm c ph 3in1 th Vinacafe t nhin tung ra dng sn phm c ph sm 4in1 vo u nm 2004. Vn l c ph 3in1, gi nguyn hng v thun khit ca c ph Vit Nam, nhng c b sung tinh cht hng sm, sn phm ny nhanh chng thu ht s ch ca ngi tiu dng. Cng vi sn phm mi, Vinacaf cn tin hnh chng trnh qung b: Khng nn tr hon ci s sung sng li ko di ht thng 12/2005. Trc , Vinacaf cn c chng trnh Xin cm n theo th thc: ngi tiu dng gi in thoi n tng i ca Vinacaf v... lnh thng! Kt qu: trong vng 1 thng, c 100.000 c in thoi v nhn tin n tng i ca Vinacaf! Nhng chin dch qung b rm r ca Vinacaf khng ph cng khi doanh nghip ny chim lnh v tr ng u c trong tiu th ni a v xut khu. n nm 2008, khi cuc chin ca G7 v Nescafe ln n cao tro trong nc th Vinacafe thu ht s ch ca th gii bng vic lp k lc v ly c ph ln nht Vit Nam. trong nc, ly c ph ny lm mt cuc hnh hng v t T Hng Vng vo thng 4.2008, tip l mn trnh din bay trn bu tri Bun Ma Thut (bng trc thng) vo thng 12.2008 nhm khng nh tm cao mi ca c ph quc gia. B quyt ca Vinacafe l g? Vinacafe c nhng bc i m i th khng phn on c, ng Phm Quang V, Ph Gim c Cng ty C phn Vinacafe Bin Ha, cho bit. ng Nguyn Thanh Tng, Trng Phng Marketing cng ty ny, tng tr li vi bo gii: Chng ti khng xy dng thng hiu bng cc chin dch qung co n o. Vinacafe to dng mt gu c ph m kh c nh sn xut c ph no lm c, l gu mc.

Trong khi 3 thng hiu ln cng khai th hin quyt tm chinh phc th trng th Vinacafe vn gi phong cch kn k trong tng bc i. Phng thc tip th r rng nht ca Vinacafe c l l tip th ti im bn, bng cch a hng nhiu v trng by bt mt. Quan st cc siu th nh Coop Mart, Maximart, BigC ti hai thnh ph ln l TP.HCM, H Ni, s lng sn phm c ph ha tan ca Vinacafe a ra trng by thng nhiu hn so vi cc sn phm ca i th. Lng l tm bc i mi Hin nay, bn cnh th trng Vit Nam, Vinacafe cn xut khu sang hn 20 nc khc. ng Thoa khng nh: Th trng c ph Vit Nam ang gia tng cnh tranh quyt lit, vi th phn ng k v kinh nghim hn 30 nm, vn tiu dng ni a thc s khng ng ngi vi Vinacaf. Chng ti s tng tng cu ni a bng nhng phn khc mi v c v ngi tiu dng. Tuy nhin, mc tiu ln ca Vinacaf l hng ti xut khu vo 2 th trng ln l M v Trung Quc, vi vic hon ton chinh phc cc h thng bn l ti , song song p ng 2 yu cu ln: n hng ln v cht lng t tiu chun kht khe ca FDA. Ngoi ra, doanh nghip ny cn tip tc u t mi mt nh my c ph ho tan c tng mc 20 triu USD, vi cng sut 3.000 tn/nm bng nhng thit b hin i ngoi nhp v i vo hot ng vo 2006. Vi Vinacaf, c v nh thng hiu ny khng ho hng vi cc chng ua trn ng hp. Vinacaf ny thm ch c xu hng ri b ng ua lm mt vic khc. l tm cch ni rng ng ua ca c ph ha tan Vit Nam v tm n mt cuc chi khc th trng xut khu. ng Nguyn Thanh Tng, Gim c marketing Vinacaf tng ni vi bo gii : S mnh ca Vinacaf l gii thiu hng v ch thc ca c ph Vit Nam v dn dt ngi tiu dng th gii i t ch yu thch c ph Vit Nam n yu mn thin nhin, t nc, con ngi Vit Nam. Chng trnh tip th mi nht, c th k n tch c ph t k lc Guinness ca Vinacaf vo nm 2008. Tch lm bng inox, nng hn 6 tn, ng knh 2,33 m, cao 1,53 m, dung tch 3.613 lt, c pha phc v cho hn 30.000 ngi, vt k lc trc y do M (2.500 lt) v Panama (2.840 lt) xc lp. Tch c ph ny c hnh trnh v t T Ph Th, ri bo tng in Bin trc khi c trnh din ti l hi c ph Bun Ma

Thut. Vinacaf ng trong mt th trng cnh tranh rt quyt lit gia cc nhn hiu ngoi. Tch c ph khng l khng qu sc so v tng sng to nhng l mt biu hin ca quyt tm u t cho tip th ca cng ty ny.

3.3 VN THNH CNG LIN QUAN N MARKETING Nhng sng to t ph khng ngng ca Nescaf bo m cho v th hng u ca thng hiu Nescaf trong th trng c ph ung lin ca th gii. Vi b dy lch s 70 nm, NESCAFE lun ci tin khng ngng p ng nhu cu ngy cng cao ca ngi tiu dng. i vi Nescafe, cht lng lun l yu t hng u v mi mt ly caf l kt qu ca 1 qu trnh thu hiu thi quen, xu hng. Nm 2007, NESCAFE cho ra i lat sn phm mi vi cng thc ci tin cho c 3 lai NESCAFE 3in1 M VA, M , M HN. c lm t nhng ht c ph cht lng, vi b quyt rang ht t c mu sc v mi thm t nhin, qua qu trnh ch bin v ha trn vi ng v sa cho ra mt lat sn phm mi vi hng v han ho. Vi t tnh mi c ph thm hn, v c ph mnh hn (hm lng c ph nhiu hn), sn phm NESCAFE mi han tan p ng c nhu cu v th hiu ngy cng cao ca ngi tiu dng. Cng cn ni thm, cuc sng ca mt thng hiu c nh Nescafe, vin chinh khp chn, phi u vi nhng th trng khc nhau th vic lu lu c mt ng a phng cn chn l chuyn thng tnh. V d nh nm 2003, c, khi h re-launch brand Nescafe vi mc ch "lm ngi ta ung thm mt ly Nescafe mi ngy" th cng lc mt ng "c ph phong cch c" Cerebos cng launch mt k hoch tng t, vi pht biu "th trng caf c vn thiu mt s khc bit ho". D nhin, khng v mt cht khc bit ho m Nescafe s hay b yu i. Ring thnh cng ca Nestcafe ti th trng Vit Nam, c th ni mt phn l do h ci tin khng ngng p ng nhu cu ngy cng cao ca ngi tiu dng. Phn khc h bit nm bt tm l ngi tiu dng a ra nhng thng ip truyn thng thch hp nht trong tng giai on:

"khi u ngy mi bng 100% c ph Vit Nam", slogan "hng v Vit Nam hn", Kt hp vi l nhng chin lc tip th tiu tn ngn sch khng l. V sao hng triu ngi Vit nam thng thc c ph mi sng? Bi v l cch tuyt diu bt u ngy mi y hng khi, hng v c ph cng thm ngon, s khi u cng tuyt diu. PHN 4: NHNG BI HC THNH CNG V TIP TH CA NESCAFE Nh vy, c th khng nh Nestcafe l mt thng hiu ni ting trn ton cu. Tuy nhin to nn mt thng hiu ni ting trn ton cu hin nay, Nestcafe b ra kh nhiu chi ph cng nh thi gian to nn gi tr ca sn phm, c bit l v tip th. V cng chnh l b quyt thnh cng ca thng hiu Nestcafe. 4.1 THNH CNG V TIP TH CA NESCAFE TRN TON CU. 1/ Cc cng ty a quc gia khi thm nhp th trng nc ngoi u nhm vo cc nhu cu cha c p ng v thng qua chin lc marketing mang tnh ton cu ha cao xut pht t cc cng ty m thnh cng nhiu quc gia. Tuy nhin, gn y cc MNC nhn thy rng thch ng vi mi trng a phng v s linh hot ca cc thng hiu sn nh, h buc phi bt u p dng chin lc a phng ho ph hp vi bn a. Chnh b Petraea Heynike, Ph Ch tch ph trch Kinh doanh, Tip th v Bn hng ca Tp on Nestl, cho rng, kinh nghim ca Nestl cho thy, sn phm ch thnh cng khi thch ng vi nhu cu, s thch v thi quen ca ngi tiu dng a phng. 2/ C ci nhn tng qut nhng su sc v mi trng bn a, phn phi, tp qun thng mi, truyn thng th hiu ca ngi tiu dng . 3/ Ch trng v khng ngng u t nghin cu: By nm nghin cu nghim cn mi to thnh sn phm Nescaf nguyn bn. 4/ Pht minh khng ch l nhm to ra s tng trng ngn hn trc mt m vi Nestl,sng to l xy dng thng hiu nhanh chng nhng

bn vng. Hy nhn vo nhng gi tr thng hiu nghn t ca Nestl khng h tn ti 10 nm trc y nh Beneful,Pure Life. Hay Nescafe Dolce Gusto c gi tr thuong hiu gn 400 triu $ ch trong vng 4 nm k t khi tung ra. y chnh l nng lc ct li Nestl: ni m chng ti to dng, nui dng v duy tri thng hiu mi. 5/ Tnh t ph. T khi sn phm Nescaf u tin ra i . th thng hiu ny vn lun tp trung vo nhng sng to t ph trong vic thng thc c ph nh cp trn. Nhng sng to t ph ny bo m cho v th hng u ca thng hiu Nescaf trong th trng c ph ung lin ca th gii. Qua , Nescaf minh chng cho s tht - nu bn to ra mt th trng, ng nhin bn s l lnh o trong th trng . 6/ Tuy nhin, t ph khng th l yu t duy nht mang li thnh cng vt thi. Nescaf cng phi n lc ht mnh vi cc chin dch marketing v qung co nhm vo nhng th trng chuyn bit nhm duy tr v th ca mnh. 7/ Nescaf cn c xem nh l mt chuyn gia trong vic lm gia tng thm gi tr gia cc thng hiu. Cc thng hiu a dng ca Nescaf i khi nm khong gia hai hnh nh i chng v danh gi, nhng mi thng hiu ph ca Nescaf khng ch lm gim i gi tr ca cc thng hiu ph khc, tri li, chng cn lm tng thm s hp dn cho cc sn phm khc ca Nescaf. V d nh Anh, hai thng hiu Nescaf v Nescaf Gold Blend l hai loi sn phm khc bit nhau nhng c hai u nhm nng cao gi tr tng th ca thng hiu Nescaf thng qua xc nhn ngm ln nhau ca hai sn phm. 8/ Promotion : ch trng v dnh ra ngn sch ln cho cc hot ng tip th a dng phong ph: Qung co quy m ln trn cc phng tin thng tin i chng nh bo ch, pht thanh, truyn hnh Sales promotions: thng xuyn t chc v thc hin cc chng trnh khuyn mi, qung co mi khi tung ra sn phm mi ng thi khi cn tng cng nhn bit sn phm. T chc v ti tr nhiu cuc thi chng trnh Bn cnh website chnh ca Nestl v Nescaf, Nescaf cn thit lp rt nhiu website lin kt khc , ni cc thng tin v sn phm,

mi trng cnh tranh v cc s kin thng tin khc c th c cp nhp d dng tng nc. Hin nay ch ring thng hiu Nescaf c hn 30 websites ring ca mi nc. Thnh cng chin lc tip th ca Nescafe ti c M t ngnh cng nghip cafe c: Ngnh cng nghip cafe c bao gm cc cng ty cung cp cc sn phm c ngun gc t ht cafe. l sn phm cafe nguyn cht (cafe bt) v sn phm cfe ha tan. Mi loi sn phm u c th trng mc tiu ring ca n. Th trng cafe nguyn cht bao gm nhng ngi mua cafe bt tim nng v hin ti. Th trng cafe ha tan bao gm nhng ngi mua cafe ha tan hin ti v tim nng trong tng lai.Tuy nhin chng ti ch xin cp n th trng cafe ha tan ti c. Nescafe c : Nescafe nm phn ln th phn cfe ha tan c. Xt trn phng din marketing mix. 1.Product : Sau y l cc sn phm ca Nescafe c mt trn th trng Table 1: Nescaf Products and Price STYLE DESCRIPTION SELLING SIZE 250g 150g 50g PRICE ($) 9.51 6.72 2.51 6.72 2.64 33.97 18.05 9.51 6.41

NESCAF BLENDS

Espresso

Strong, dark roast

Mild Roast Blend 43

Full flavoured coffee 150g with no bitterness 50g Rich and full bodied 1kg coffee 500g 250g 150g

100g 50g Kenjara Smooth, full flavoured 100g roast. 50g

4.65 2.47 7.15 3.94 7.15 3.94 7.15 3.94 19.90 11.16 6.55 3.34 11.38 5.63 3.11 6.98

Cap Medium roast, rich 100g Colombie and subtle 50g Alta Rica Deep and exotic high 100g roast 50g 375g Rich and smooth. 200g Made from the best 100g arabica beans 50g 250g 100g 50g Naturally 100g Decaffeinated Coffee 240g

Gold Blend

Decaf Gold Decaf NESCAF LATTE RANGE Latte Original Latte French Vanilla Latte Mocha

4.88

240g

4.88

240g

4.88

2.Price:Nh bn trn 3.Place (Distribution ): Sn phm cu Nescafe c mt trong cc chui siu th ln (Safeway, Coles...), ngoi ra cn c cc ca hng tp ha cc nh tch tr hng nh hn vi cc dng sn phm nh hn bao gm Nescaf Blend 43

4.Promotion : vi cc k thut tip th a dng nh: Quy m qung co ln: Cng ty qung co cc sn phm theo nhng cch khc nhau nh truyn thanh,truyn hnh, poster, ... Cng ty c cc chin dch qung co rm r khp nc c l series open up with Nescaf v Nescaf in the morning Thc y bn hng :

Nescafe thng pht ng cc cuc thi kt hp vi cc ln tung sn phm mi hay cc chin dch qung co. Cc chin dch gn y l: - win $1000 every morning for a month - win the Nescaf Latte Lounge qung co cho lot sn phm latte mi Nescafe cng s dng cc bin php thc y bn hng,c cc ngh tr li tin nu khch hng khng va lng hay l tng qu v d tng mt ca Nescafe nu mua mi 500g Blend 43.Chnh l ci ca c s dng cho series qung co Nescaf in the morning . Cc chin dch ti tr : Nescaf ti tr cho

- Cuc thi "Nescaf Big Break" v tng $180,000 cho cc bn tr trong tui t 16 21 c cc tng hay v c kh nng thnh cng - "Nescaf Short Film Awards", ti tr phn thng tng cng $50,000 tin mt cho cc nh lm phim ngn . y l cuc tranh ti ca sinh vin. V trn website ca Nescaf (www.cafe43.com.au) cng ng ti cc thng tin v sn phm cng nh cc cuc tranh ti, s kin bn c th tham gia. Phn tch marketing mix: Marketing mix ca Nescafe hng v phn khc ln v a dng ca th trng cfe ha tan. Cc phn khc ca th trng m h nhm n l: Vn ha cafe ca gii tr:

Vi cc dng sn phm mi nh latte, cng vi cc chin dch qung co, bn hng v s cnh tranh nhm chim ly v tr tt nht qung co. Khch hng c thu nhp cao:

l dng sn phm Nescaf Gold,hay l c hng v l nh l Alta Rice, gi c cng nh cht lng u cao hn hn cc dng khc. tui tc): Khch hng cp trung bnh (khng phn bit r v

Cc sn phm ch lc cho phn khc rng ln ny l Blends 43, Mild Roads v Espresso. Vi mc gi hp l v cng nh cht lng u l trung bnh. Hn na, Nescaf ang c nh thm nhp vo phn khc v tn gio bng sn phm Espresso v cc sn phm c hng v l khc. Trong qung co cho espresso, cng ty s dng din vin a phng ngi , Nick Giannopoulos nhm gy s ch cho cng ng ngi y. K t khi Nescaf c lot cc dng sn phm cafe ha tan ln nht c v thng hiu tr nn ph bin hn bt k i th no th h c mt lng khch hng trung thnh v nh v c thng hiu ca mnh. C th, sn phm ph bin nht ca h l Nescaf Blend 43 c xem nh cafe ca mi ngi. Trong cc qung co ty tng sn phm m cng ty s dng cc din vin ph hp vi tng tui, gii tnh, ngh nghip v tn gio. Bi hc thnh cng v tip th C mt lot cc dng sn phm c style, v hng khc nhau phc v cc khu v cng nh s thch khc nhau ca tt c cc khch hng nhng u c bn chung di ci tn Nescaf. Chin dch ca cng ty thnh cng rc r, mc d mi sn phm c c im ring nhng n gp phn tng gi tr ca thng hiu Nescafe. c chin lc marketing mix ph hp vi nh v cng nh phn khc khch hng mc tiu. l th phn ln khch hng vi cht lng v gi c hp l.

 Cc chin dch ti tr cng gp phn lm tng thm hnh nh tt p cho thng hiu cafe v cc i tng c ti tr cng nm trong phn khc chnh ca Nescafe l gii tr c thu nhp trung bnh. Nu sau ny thnh cng, thu nhp v nhu cu cao hn h vn s c n tng tt v sn phm ca Nescafe

Thnh cng ca Nescafe ti Trung Quc C ph u tin c a n Trung Quc bi mt nh truyn gio Php vo u th k 20, nhng n kh c th thuyt phc c khu v ca ngi tiu dng mt quc gia c vn ha ung tr t bao i nay. Th nhng, trong vng hai thp k va qua Nescafe xm nhp v chim lnh c th phn ng k trong mt th trng rng ln v y tim nng ny. 1.Sn phm: Nescafe c tung vo th trng Trung Quc vi cc sn phm Nescafe 3in 1, Nescafe classic, Nescafe Rich, ice coffee and Nescafe Yunnan nh v dnh cho phn khc t 18-35 tui, sau phn khc ny c thu hp li t 18-25 tui v sinh vin i hc l khch hng ct li. Sinh vin khng phi l nhng ngi giu c nh nhng ngi s dng c ph chuyn nghip, nhng h s l nhng nh lnh o trong tng lai nn vic ly th trng mc tiu l sinh vin mang tnh chin lc lu di. Vic nh v ny rt hp l, bi v i vi mt quc gia c vn ha ung tr lu i nh Trung Quc th nhng ngi ln tui h rt kh thay i thi quen, cn nhng ngi tr tui th thch khm ph nhng th mi l hn. T dn dn hnh thnh c thi quen ung c ph ca ngi dn Trung Quc. 2.Gi c: c nh v mc gi kh cao so vi cc sn phm c ph khc. Ngi tiu dng Trung Quc thng c li suy ngh sn phm c gi cao th s c cht lng cao hn. iu ny mang li thnh cng cho nescafe, bng chng l trong cng th trng ny nhng nhiu sn phm c gi thp hn nhng vn khng bn chy bng Nescafe. 3.Qung co:

Do nh v phn khc sinh vin i hc l khch hng ct li nn nescafe u t ln cho hot ng marketing hng ti sinh vin cc trng i hc. Nescafe ti tr cc hot ng sinh vin v kt ni vi i tng tr thng qua cc trang web ca mnh, truyn hnh v qung co in, cc chng trnh m nhc pht thanh v ti tr cho cc ban nhc. Bn cnh , bit c thi quen sinh vin hay ngi trong cc qun c ph chuyn tr, nescafe hp tc vi cc ca hng c ph ca cc trng i hc mt s thnh ph trn khp Trung Quc bao gm c Bc Kinh, Thng Hi, Thnh v V Hn. Nescafe gip cc ca hng c ph ny trang tr ca hng ca h min ph vi hnh nh ca Nescafe v mu mn biu tng ca n. Nhng hnh nh ny dn dn i vo tm tr ca sinh vin v mi khi c nhu cu ung c ph hc s ngh ti hnh nh sn phm Nescafe trc tin. Ngoi ra, Nescafe cn c qung co trn i truyn hnh v cc phng tin truyn thng vi thng ip: Ti ung c ph, ti hin i nh ngi M Phn phi: Nescafe m mt mng li phn phi rng khp vi vic cung cp c ph cho gn 300 qun c ph sinh vin cc trng i hc. Ngoi ra, cc sn phm ca Nescafe c bn online trn mt website http://products.21food.com . y l trang web mang li thnh cng rt ln cho Nescafe ti th trng Trung Quc. Nguyn nhn thnh cng: Khi bc chn vo th trng Trung Quc, Nescafe nhm vo ng phn khc th trng l nhng ngi tr tui nng ng, thch khm ph nhng th mi l. Ngoi ra Nescafe u t cc hot ng marketing mt cch c hiu qu cho khch hng ct li ca mnh. iu ny mang li thnh cng rc r cho Nescafe ti Trung Quc Thnh cng tip th ca Nescafe ti th trng Anh Vi chin dch : NESCAFES COFFEE AT IT BRIGHTEST Nescafe l mt thng hiu ni ting khng nhng mt s quc gia m trn ton th gii. V Nc Anh cng vy, Nescafe chnh l mt trong thng hiu c gi tr ln nht trn khp nc Anh. Nhng c c nhng thnh cng nh ngy hm nay trn th trng Anh l c mt qu trnh di vi hng lot n lc marketing v tip th ca Nescafe.

Vi mt b di lch s cng vi ngun ti chnh di do ca tp on ni ting ti M, Nestle chi ngn sch 43m GBP pht ng chin dch qung co ln nht trong 20 nm cho thng hiu Nescafe. Chng trnh tip th ny to nn mt ln sng khng l v qung co ti Vng quc Anh v n lm nn mt thay i trit t bn cht lng mn ca mt qung co truyn thng lin tc. Chng trnh tip th vi chin lc Nescafes coffee at it brightest c tung ra trn th trng nc Anh vo thng 8/2009 vi cu chuyn v cc thng hiu c trong nhng ngy hnh phc v lng mn ca cp v chng Gold Blend. s l mt nhim v kh khn u di chy qung co nm 1980 c tnh nng Anthony Head v Sharon Maughn trong mt chuyn tnh lng mn ang din ra . Tuy nhin, Nescafe tin rng n c mt tng mi vi tim nng tr thnh ging nh ni ting. " l mt cn khi hnh t ni m chng ti c trc l n s mt khch hng vo mt hnh trnh tr v ngun gc ca c ph v hin th nh th no, qua 71 nm ca chng ti v kinh nghim trn th trng, chng ti chp lc sng c ph ca mnh", said Matt Hall, Gim c qun l ca Nestl ca Anh chia s. Nescafe ang tm cch thuyt phc ngi tiu dng, c bit l nhng ngi tr tui, xem c ph nh l mt sn phm t nhin 100%. Theo cng ty, k hoch l "kt ni ngi tiu dng vi nhng cuc hnh trnh t cy trng bnh" v tp trung vo ngun gc ca c ph. Cc chin dch qung co, m cng bao gm mt bo ch ton quc, poster v chin dch xe but, c pht trin bi qung co McCann Erickson c quan London. Mt chin dch tch hp trn TV, ngoi tri v bo ch, cc qung co bt mt minh ha ct li v mc ch tip cn ngi tiu dng vi phn khc cho c ph nh. "Chng ta nn k nim ngun gc ca c ph v nhc nh mi ngi rng Nescafe c ph l 100% nguyn cht c ph vi khng c g thm no t cy trng bnh", ng Hall. "'C ph lc sng nht ca n cho

php chng ti lm iu ny ... v chc chn s c c mi ngi suy ngh khc bit v c ph ca chng ti." Vi chin dch tip th honh trng nh vy, Nescafe thu c nhng thnh cng nht nh khng nhng v doanh thu trong nm 2009 m cn y mnh gi tr ca thng hiu Nescafe trn ton nc Anh. Chng trnh tip th Nescafes coffee at it brightest y doanh s ca Nescafe trn ton nc Anh tng ln ng k trong nm 2009 m n cn l mt thng hiu thot khi cuc khng hong ton cu trong nm 2009 tng t l doanh thu. l mt kt qu ng ng trong thi im kinh t c th gii lm vo khng hong v cng chnh l thnh cng ca chng trnh tip th Nescafes at it brightest. Nm 2009 Interband xp thng hiu Nescafe l mt trong 100 thng hiu mnh trn ton cu. Chng ta c th thy r hn v thnh cng ca chng trnh tip th Nescafes coffee at it brightest t biu di y, lu lng truy cp vo trang ch ca cng ty Anh c kinh nghim mt cnh ng ch mt vi tun trc y. Trong tun kt thc 12/09/09, Nescafe ca trang web xp hng th t trong thc phm Vng quc Anh v ung - Thng hiu v chng loi cc nh sn xut, tng t 27 tun trc .

Nhn vo clickstream ca Vng quc Anh ca Nescafe trong tun kt thc 12/09/09, c v nh l nu cng ty lm mt s qung co vi mng li cc trang web Microsoft: 63% cc chuyn thm n t. MSN Vng quc Anh , trong khi tng cng ba phn t ca cc trang web lu lng truy cp n t cc ti sn ca Microsoft. i a s cc du khch c ni vi trang ch Nescafe, ng rng cc chin dch thnh cng . Mt cch khc o lng s thnh cng ca mt chin dch qung co, c bit l mt din n mt, l nhn vo trong tm kim nng thng hiu. Theo biu di y minh ho, tm kim cc thng hiu Nescafe thc s tng ln k t khi chin dch pht ng.

C th ni chin dch tip th Nescafes coffee at it brightest mang li thnh cng vang di cho thng hiu Nescafe trong nm 2009 ti th trng Anh, c bit l London. Kinh nghim thnh cng ca tip th: hp l Xy dng chng trnh tip th c th, cn c vo tnh cht ca th trng v nhu cu ca ngi tiu dng Nhm thng vo c im tm l ca ngi tiu dng v sn phm an ton, cht lng v c ngun gc t thin nhin. Kt hp tinh t cc phng thc , phng tin qung co nhm mang li thnh cng cho chin dch tip th S dng tin b ca cng ngh cao cho cc on video clip qung co, mang li cht lng hnh nh v m thanh vt tri, kch thch ngi tiu dng. Xc nh r phn khc cho sn phm, nh v sn phm

 Tht bi ca Nescafe trong vic tung ra sn phm Frothe M Nescafe ln u tin c gii thiu ti Thy S vo nm 1938, vi ra mt ti Php, Anh v M sau ngay sau . Nescafe nhanh chng mt thng hiu c ph ph bin nht trn th gii. Tuy nhin iu ny ch ng ti Chu u. Ti M, vo nhng nm u th k 21, tnh hung ny li xy ra ngc li, Nescafe l mt thng hiu hu nh cha bit trong mt th trng thng tr bi Maxwell House, thng hiu c ph Kraft Foods. Cho n nay th Hoa K l mt th trng tiu th thc ung caf ln nht th gii nhng cng c nh gi l th trng kn chn nht. Khi thm nhp vo th trng kh tnh ny, thay v tp trung vo chnh thng hiu ni ting c ph ha tan, cng ty chn s bt u vi sn phm Nescafe Frothe, mt loi c ph ung lin trong c su mi v khc nhau: thn Mocha, Vanilla vui thch, Caramel quyn r, Hazelnut Mocha huyn b, socola trng mm v Nestle Butterfinger. (Divinely Mocha, Enchanting Vanilla, Captivating Caramel, Mystical Hazelnut Mocha, Silky White Chocolate and Nestle Butterfinger) Tnh ti thi im nm 2001, trong khi c ph Nescafe c bn ti 50 quc gia trn ton th gii, th Frothe ch c trong mt s gii hn ca cc th trng th nghim trn b bin pha Ty ca Hoa K. Bi hc v tip th: Nescafe ch quan khi ch da vo kt qu mt cuc kho st nm 2002 thc hin bi Hip hi c ph quc gia cho thy rng 34% ngi ung c ph t 18 tui tr ln ung caf ti qun thng xuyn, nhng 79 % cng ung nh mi ngy. c bit l 62 % nhng ngi c kho st cng cho bit h c am m trong cch pha cafe, v y l phn khc th trng mc tiu m Frothe hng ti. Nestle USA cho rng, s bng n ca vn ha ung c ph ti nh trong nhng nm 1990 m ng cho s ra i ca mt thng hiu caf i vi ngi ung caf chuyn nghip. Nescafe USA tuyn b, s cho php ngi tiu dng sng to nhng kinh nghim thng thc c ph ti nh.
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Nhn hiu Frothe c tung ra km theo mt s ph cch v bao b, thit k phn nh thi v li sng ca ngi ung c ph hin i. "Cc bao b mi minh ha cc tnh hung ng i, ni c ph

ng mt vai tr lin quan trc tip trong cuc sng ca ngi dn, theo ng Amanda Steele , qun l tip th cho Nescafe ti Nestle USA. iu ny gy nn mt s xa lnh t pha ngi ung caf truyn thng Sau , Nescafe khng to c nhiu s xm nhp vo th trng M mc d tr thnh thng hiu c ph hng u th gii. C th ni, Nescafe qu ch quan v t tin khi thm nhp vo th trng M kh tnh bng vic tung sn phm mi vi nh hng xa ri dng sn phm tiu biu v t khng nh cch thng thc caf mi. 4.2 THNH CNG V TIP TH CA NESCAFE TI VIT NAM Vn l mt tp on ln trn th gii vi kinh nghim hot ng ti nhiu quc gia v c b dy lch s trong lnh vc caf t rt lu i to cho Nestcafe li th vt tri v truyn thng, nguyn liu, tip th v ti chnhkhng ch Vit Nam m khp ni trn th gii. V cho n ngy nay, Nestcafe v ang pht huy tt nhng li th ca mnh gt hi nhng thnh cng ny ni tip thnh cng kia. Ring ti th trng Vit Nam, Nestcafe vn ang l cng ty dn u ngnh vi nhng thnh cng so vi cc i th cnh tranh . Sau y l bi hc kinh nghim rt ra t s thnh cng ca cng ty :
Cht lng sn phm l iu kin tin quyt thnh cng:

Cht lng y c hiu l nhng thuc tnh ca sn phm tho mn tt nht nhu cu ca khch hng. Sn phm ca Tp on Nestl c "chun ha" tun th theo mt cng thc nht nh song vn m bo thch nghi vi tng ia phng m Vit Nam l mt v d in hnh. T khi tham gia vao th trng Vit Nam, Nescaf th hin r s t ph sng to v khng ngng ci tin sn phm. H lin tc cho ra i nhiu sn phm c ph ha tan vi a dng bao b, mu m. i vi Nescafe, cht lng lun l yu t hng u v mi mt ly caf l kt qu ca mt qu trnh thu hiu thi quen, xu hng. Ti Vit Nam, Nescaf sn xut cc sn phm c lm t nhng ht c ph cht lng, vi b quyt rang ht t c mu sc v mi thm t nhin, qua qu trnh ch bin v ha trn vi ng v sa cho ra mt lot sn phm mi vi hng v hon ho. Vi c tnh mi c ph thm hn, v c ph mnh hn

(hm lng c ph nhiu hn), sn phm Nestcafe mi hon ton p ng c nhu cu v th hiu ngy cng cao ca ngi tiu dng Vit Nam. Nm 2007 , Nestcafe cho ra i lat sn phm mi vi cng thc ci tin cho c 3 lai nescafe 3in1 : m va, m , m hn. V sn phm mi nht c tung ra th trng gn y l Nestcaf lon. iu ny cng khng dnh rng Nestcafe lun tm cch nm bt nhu cu ca th trng: Ngi tiu dng ngy nay cn nhng sn phm mang tnh tin dng cao v ph hp vi cuc sng hin i lun bn rn.V cho n nay cc sn phm cafe ung lin ng lon ti th trng Vit Nam hu ht l nhng sn phm nhp khu. Qua kinh nghim v nghin cu cng ty nhn thc c nhu cu ca ngi tiu dng Vit Nam i vi cafe ung lin c hng v m ca cafe Ty Nguyn. V vy m t nm 2007, cng ty Nestl Vit Nam bt u nghin cu v u t sn xut cafe ng lon. n ngy 3/11/2009 nhng sn phm NESCAF ng lon u tin Made in Vit Nam chnh thc c mt ti TP. H Ch Minh. iu ny to c s thch th v thu ht s quan tm ca ngi tiu dng tr tui.
Thay i chin lc Marketing theo hng thch nghi ha:

thch ng vi mi trng cnh tranh a phng v s linh hot ca cc thng hiu sn nh, Nestcafe p dng chin lc a phng ho v c thng ip v hng v sn phm ph hp vi bn a. C th ni thnh cng ln ca Nescafe ti th trng Vit Nam c mt phn khng nh t vic mnh dn dm nhn nhn chin loc , thng ip qung co ca mnh khng cn ph h khi Trung Nguyn tung sn phm c ph G7 (23/11/2003) vi chiu Ngi Vit u tin dng hng Vit v cc thng ip ku gi tinh thn xy dng thng hiu nng sn, i li cng bng cho ngnh c ph v ngi trng c ph Vit NamNescafe nhanh chng thay i thng ip ton cu, t Nescafe - khi u ngy mi sang 100% c ph Vit Nam" cng nh m chin dch truyn thng vi slogan "hng v Vit Nam hn"; ng thi a ra ba loi c ph mi.S thay i thng ip, chin lc nhm thch nghi ho vi th trng ca Nescafe cho thy quyt tm khng ngng

hon thin chnh mnh nhm mang n ngy cng nhiu hn gi tr gia tng cho khch hng. c bit l s ra i Nescafe Vit ring cho th trng Vit Nam cnh tranh cng G7 2in1 v gn y l hnh nh bao b Nescafe mi tung ra ti th trng H Ni s dng hnh nh vn ho cng nhng cu chuyn lch s ng t ho ca dn tc Vit Nam nh mt chin thut tm l nh vo tm tr, truyn thng t ho yu nc ca ngi dn H Ni. y l s kin cha tng c trong lch s hn 100 nm ca Nescafe.
N lc ht mnh vi cc chin dch marketing v qung co:

Vi tim lc sn c v ti chnh, ngun lc, kinh nghim, h thng phn phi Nescafe trin khai nhiu hot ng khuyn mi, tip th h gi bn xung rt thp, to li th cnh tranh v gi ngay ti th trng ni a ca i th. Nescafe cn t qung co trn truyn hnh, ti im bn, thc hin cc chng trnh khuyn mi rm r m bt k doanh nghip Vit no cng khng th theo kp. Khng nhng th, Nescaf cn bit S dng cc cng c xc tin ng lc v kp thi. chng li s ra i v khiu chin ca G7 vo cui nm 2003, Nestcafe phn cng li bng cc chng trnh khuyn mi, tip th kh quyt lit. Ni bt l mua Nescaf trng xe hi Vitara v cho ung Nescaf min ph ti cc ch u mi, siu th v tng tng nh vo nm 2004, ginh li th phn caf ha tan mt vo tay G7. Kt qu l tc ng ca yu t tip th n s la chn ca ngi tiu dng khi mua sn phm ca Nescaf nm 2003 ch chim c 7,8% th nm 2004 ln ti 10,2% (s liu iu tra Hng Vit Nam cht lng cao 2005). C th tm li thnh cng v tip th ca Nescaf ti Vit nam qua 4 t : NHN NHN, THAY I, THCH NGHI V HON THIN.

Mt thng hiu thnh cng khng phi ch da vo mt yu t hay mt kha cnh no . M l c mt qu trnh v c mt s kt hp hon ho ca cc yu t nh sn phm, chin lc marketing, ti chnh, V th, c mt thng hiu hon ho p ng nhu cu khch hng nh ngy hm nay, Nescafe tri qua c mt qu trnh nghin cu, pht trin sn phm. V tr thnh mt thng hiu ton cu, cnh tranh vi cc thng hiu khc trn th trng, Nescafe phi s dng cc chin lc marketing honh trng, qui m, to nn mt th mnh cnh tranh cho sn phm trn th trng. Khng th ph nhn thnh cng ca hot ng tip th ca Nescafe trn th trng ton cu, k c Vit Nam. Vi nng lc tip th di do, cng vi vic xc nh k hoch tip th hon chnh, Nescafe thu c nhng thng ng k trn th trng c ph ha tan th gii cng nh Vit Nam. Nescafe xy dng chin lc tip th hon chnh da trn tm hiu su sc v th trng tiu th cng nh nhu cu ca ngi tiu dng. u t cho cng tc nghin cu sn phm mi,to s khc bit cho sn phm, xy dng mt k hoch xm nhp th trng chun xc. Dnh nhiu ngn sch, ngun lc cho cc hot ng marketing cng nh tip th sn phm trn ton cu. C th ni, Nescafe c mt nng lc tip th di do v i ng nhn vin chuyn nghip, k hoch tip th gn lin vi tng th trng, tt c to nn mt li th cnh tranh hon chnh, mnh m cho thng hiu Nescafe trn toang cu cng nh ti Vit Nam.

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www.nescafe.com www.tasterschoice.com www.neslate.com www.accessmylibrary.com/coms2/summary_028616307588_ITM 5. www.dolce-gusto.us 6. http://www.marketingvietnam.net/content/view/284/16/ 7. http://www.naanh.com/201004121332/thuong-hieu-g7va-nescafe.html 8. http://www.nguoilanhdao.vn/Details/viet-nam/cuocchien-g7-nescafe-nhin-tu-goc-do-pr/32/28237.star 9. http://www.slideshare.net/pimpisaj/principle-marketingnescafe-slides 10.http://www.lantabrand.com/cat1news649.html 11. http://giacaphe.com/6029/cuoc-chien-thuong-hieu-caphe.html