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I. Gii thiu chung v trung nguyn .. 2 II. Phn tch yu t mi trng MARKETING ............................. 4 1. Mi trng v m 4 2. Mi trng vi m ... 5 III. c im hnh vi khch hng mc tiu . 8 IV. Chin lc nh v sn phm v phn on th trng mc tiu . 10 a. Phn on th trng mc tiu
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b. nh v th trng ... 11 V. Marketing MIX 12 a. Sn phm . 12 b. Gi 13 c. Phn phi . 14 d. Xc tin hn hp .


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I. GII THIU CHUNG V TRUNG NGUYN 1. Gii thiu chung. Ra i vo gia nm 1996 -Trung Nguyn l 1 nhn hiu c ph non tr ca Vit Nam, nhng nhanh chng to dng c uy tn v tr thnh thng hiu c ph quen thuc nht i vi ngi tiu dng c trong v ngoi nc. Ch trong vng 10 nm, t mt hng c ph nh b nm gia th ph c ph Bun M Thut, Trung Nguyn tri dy thnh mt tp on hng mnh vi 6 cng ty thnh vin: Cng ty c phn Trung Nguyn, cng ty c phn c ph ha tan Trung Nguyn, cng ty TNHH c ph Trung Nguyn, cng ty c phn thng mi v dch v G7 v cng ty lin doanh Vietnam Global Gateway (VGG) vi cc ngnh ngh chnh bao gm: sn xut, ch bin, kinh doanh tr, c ph; nhng quyn thng hiu v dch v phn phi, bn l hin i i tin phong trong vic p dng m hnh kinh doanh nhng quyn ti Vit Nam, hin nay, Trung Nguyn c mt mng li gn 1000 qun c ph nhng quyn trn c nc v 8 qun nc ngoi nh: M, Nht, Singapore, Thi Lan, Trung Quc, Campuchia, Ba Lan, Ukraina. Sn phm c ph Trung Nguyn v c ph ha tan G7 c xut khu n 43 quc gia trn th gii vi cc th trng trng im nh M, Trung Quc. Lch s hnh thnh v pht trin. - Ngy 16/6/1996: Khi nghip ti Bun Ma Thut. - 1998: Trung Nguyn xut hin Tp. H Ch Minh bng cu khu hiu Mang li ngun cm hng sng to mi. - 2000: Hin din ti H Ni v ln u tin nhng quyn thng hiu n Sigapore, Trung Nguyn l cng ty Vit Nam u tin p dng m hnh nhng quyn thng hiu trong nc v quc t. - 2001: Cng b cu khu hiu mi: Khi ngun sng to, c mt ti tt c cc tnh thnh Vit Nam, tip tc nhng quyn thnh cng ti Nht Bn, Thi Lan, Campuchia... - 2003: Ra i sn phm c ph ha tan G7 bng s kin th mi ti Dinh Thng Nht (vi 89 % ngi tiu dng chn G7 l sn phm yu thch hn so vi 11% chn Nesc ph).
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- Thng 12/2007: Kt hp cng UBND tnh k Lk t chc thnh cng Tun l vn ha c ph ti 2 u cu ca t nc l H Ni v Tp.HCM. - 2008: Khnh thnh Lng c ph Trung Nguyn ti Bun Ma Thut. Khai trng Hi qun sng to Trung Nguyn ti H Ni, u t trn 40 triu USD xy dng nh my ch bin c ph vi cng ngh hin i nht th gii ti Bun Ma Thut. - 2009:Khai trng Hi qun sng to Trung Nguyn ti H Ni, u t trn 40 triu USD xy dng nh my ch bin c ph vi cng ngh hin i nht th gii ti Bun Ma Thut. 2. Tm nhn v s mng Tm nhn: Tr thnh mt tp on thc y s tri dy ca nn kinh t Vit Nam, gi vng s t ch v kinh t quc gia v khi dy, chng minh cho mt kht vng i Vit khm ph v chinh phc. S mng: To dng thng hiu hng u qua vic mang li cho ngi thng thc c ph ngun cm hng sng to v nim t ho trong phong cch Trung Nguyn m vn ha Vit. Kt ni v pht trin nhng ngi yu v am m c ph trn ton th gii. 3. Gi tr ct li v nim tin Gi tr ct li: Khi ngun sng to v kht vng ln. Pht trin v bo v thng hiu. Ly ngi tiu dng lm tm. Gy dng thnh cng cng i tc. Pht trin ngun nhn lc mnh. Ly hiu qu lm nn tng. Gp phn xy dng cng ng. Gi tr nim tin: C ph em li sng to v lm cho th gii tt p hn. C ph l nng lng ca nn kinh t tri thc. C ph mang li s sng to, hi ha v pht trin bn vng.

II. PHN TCH CC YU T MI TRNG MARKETING 1. Mi trng v m. a. Mi trng kinh t. Vit Nam ang trn pht trin vi nhiu c hi hp tc v hi nhp mi, iuny tc ng ln n cc doanh nghip nc ta. C th vi Trung Nguyn: -Tc tng trng kinh t ca nc ta hin nay kh cao to nhiu c hi cho Trung Nguyn u t m rng hot ng sn xut kinh doanh. Tuy nhin hin nay nn kinh t Vit Nam kh bt n t l tng trng tng song km theo l lm pht tng, ng tin mt gi gy kh khn khng t hot ng kinh doanh ca Trung Nguyn, c bit l trong hot ng thu mua nguyn liu. Nh nc cho php cc doanh nghip t nh ra mc li sut dn ti t l li sut l kh cao ( 16% - 18% ) gy kh khn v mt xoay vng vn. b. Mi trng chnh tr - lut php. Cc nhn t chnh tr php lut c tc ng ln n c hi v e do trong ngnhc ph Vit Nam c th l : - C ph c nh nc bo h v quyn li v thng hiu, h tr gi thnh sn phm v to iu kin xut khu ra nc ngoi, bn cnh nh nc thnh lp hip hi c ph iu hnh v pht trin c ph vi mc ch qun trit ng li chnh sch ca ng nh nc, bo v ln nhau trnh cc hnh vi c quyn, tranh chp th trng xm phm li ch ca doanh nghip, bo v quyn li cho c ph Vit Nam trn th trng.Vi s gia nhp WTO, ngnh c ph Vit Nam c bc chuyn mnh mi c bit c ph Trung Nguyn c bit n khng ch trong nc m c trn th trng ncngoi, to thm nhiu nh hng pht trin. c. Mi trng vn ha. Trung Nguyn c c li th ni bt, l c v tr ngay ti Bun Ma Thut, quhng ca c ph. Do Trung Nguyn d dng to c s tng ng v vn havi cc c s cung cp nguyn liu c ph cng nh d dng to c nt c trng cac ph Vit Nam trong tng sn phm c
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ph ca mnh.y l im mnh ca Trung Nguyn so vi cc i th cnh tranh khc khi xay dng mi quan h mua bn v hnhnh thng hiu. 2. Mi trng vi m. a. Nhng ngi cung ng. - S lng nh cung cp s quyt nh n p lc cnh tranh, quyn lc m phn ca h i vi ngnh, doanh nghip. Nu trn th trng ch c mt vi nh cung cp c quy m ln s to p lc cnh tranh, nh hng ti ton b hot ng sn xut kinh doanh ca ngnh. Tuy nhin, hin nay, Trung Nguyn c mt h thng sn xut hot ng v cng hiu qu . Khi m cc ngun nguyn liu dng cho qu trnh sn xut c ph ha tan cng nh cc loi c ph khc, u l bt ngun t cc nng tri trng c ph do chnh Trung Nguyn u t v qun l. Hay ni cch khc Trung Nguyn chnh l nh cung cp nguyn liu u vo cho vic sn xut ca mnh.V vy, p lc cnh tranh t nh cung cp l vn m Trung Nguyn khng phi i mt hin nay. Hin nay, trung Nguyn ang c chng trnh m rng 1000 ha c ph bn vng k Lk gp phn tng din tch ngun nguyn liu c ph bn vng ca Trung Nguyn ln 2.500ha vi 1.500 h nng dn tham gia; nhm nng cao cht lng ngun nguyn liu to nn nhng sn phm c ph c bit. p dng tiu chun UTZ cho cc vng nguyn liu. Qua , Cng ty Trung Nguyn m bo vic truy nguyn ngun gc sn phm, gp phn bo v mi trng, tun th cc qui nh v thng mi v cng c lao ng quc t, p ng cc tiu chun kht khe ca th trng, c bit l th trng th gii. Xy dng v nng cp h thng ti tiu m bo nc ti cho din tch trng c ph. M lp tp hun cho nng dn trng c ph tng cht lng cho ngun nguyn liu. b. Cc trung gian marketing i tin phong trong vic p dng m hnh kinh doanh nhng quyn ti Vit Nam, hin nay, Trung Nguyn c gn 1000 qun c ph nhng quyn
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trn c nc v 8 qun nc ngoi nh: M, Nht, Singapore, Thi Lan, Trung Quc, Campuchia, Ba Lan, Ukraina. Sn phm c ph Trung Nguyn v c ph ha tan G7 c xut khu n 43 quc gia trn th gii vi cc th trng trng im nh M, Trung Quc. Bn cnh , Trung Nguyn cng xy dng c mt h thng hn 1000 ca hng tin li v trung tm phn phi G7Mart trn ton quc. Tuy nhin, ng hnh cng s tin phong cho h thng ca hng nhng quyn l c hi v thch thc cho cng ty: + C hi: nhanh chng thm nhp th trng, thu nhp t h thng nhng quyn l 30-50 ngn USD/qun. + Thch thc: kh kim sot, qun l c h thng do cc ca hng m ra t v thiu s ng nht, kh ng nht vi chnh sch ton cu ca Trung Nguyn. c. Cc i th cnh tranh. * Cc i th cnh tranh chnh trong ngnh: Ni n cc i th cnh tranh chnh ca Trung Nguyn chng ta c th nhc ti cc cng ty sau: Nescafe ca Nestle : L nhn hiu c ph ha tan hng u trn th gii vi b dy lch s 70 nm.Ti Vit Nam thng hiu ny tr nn quen thuc vi hu ht mi ngi v l mt trong nhng thng hiu c th phn cao ti Vit Nam. Hin ti, Nescafe c mt nh my sn xut c ph ha tan vi cng sut 1000 tn/nm cho php cng ty c kh nng p ng mt cch tt nht nhu cu ca ngi tiu dng. Vinacafe ca Cng ty CP c ph Bin Ha: Bt u i vo sn xut t nm 1979 v hin ti l hng c ph chim th phn cao ti Vit Nam vi b dy kinh nghim ca mnh. Vi nh my sn xut c ph ha tan vi cng sut 3000 tn/ nm Vinac ph tr thnh doanh nghip ln nht v nng lc sn xut v dn u v cng ngh sn xut c ph ha tan. Nh vy, cng vi Nesc ph th Vinac ph c coi l i th ng gm nht m Trung Nguyn phi i mt t trc n nay.

C ph Vinamilk ca Cng ty CP sa Vit Nam- Vinamilk: Hin ti, Vinamilk c mt nh my c ph vi tng vn u t gn 20 triu la M, trn din tch khun vin ti 60,000 m2 ti Bnh Dng. Nh my c cng sut 1,500 tn/nm, c trang b mt dy chuyn sn xut c ph cc k hin i mi cng on. Mc d trc y, ngi ta ch bit n Vinamilk l mt cng ty chuyn sn xut sa, nhng vi tham vng a dng ha sn phm, Vinamilk nghin cu v cho ra i sn phm c ph ha tan ln u tin xut hin trn th trng vo thng 7/2006. Tuy ra i sau Nesc ph, Vinac ph v Trung Nguyn nhng vi nhng n lc khng ngng ca mnh th trong thi gian khng xa Vinamilk c th tm ra ch ng ca mnh trn th trng ny. Maccoffee ca Food Empire Holadings: L nhn hiu c ph 3 trong 1 u tin xut hin ti Vit Nam.Nhng nm u ca thp k 90 chng kin nhng chuyn bin mang tnh cch mng Vit Nam. theo kp bc tin ca thi i, Food Empire Holdings cho ra i MacCoffee mt sn phm y tnh sng to gp phn thay i thi quen ung c ph ca ngi tiu dng. L nhn hiu c ph 3 trong 1 u tin xut hin ti Vit Nam, vi cng thc pha ch c o kt hp gia cc ht c ph thng hng, kem v ng, MacCoffee em n s thun tin cho ngi yu thch c ph. * i th cnh tranh tim tng: Bn cnh 4 i th chnh trn th Trung Nguyn ang phi i mt vi nhng i th cnh tranh trong nc nh: Thi Ha, An Thi, Ph Thi, CADA, VICA Tuy nhin 5 thng hiu trn tr nn quen thuc vi ngi tiu dng t rt lu, vic thay i thi quen l rt kh.V vy, ro cn nhp cuc ca cc i th cnh tranh tim tng l khng cao. * i th cnh tranh thay th l cc dng sn phm c ph lon ha tan v cc sn phm khc: - C ph lon ha tan: c ph lon Birdy, VIP, Nestle. - Cc sn phm khc: ung c ga, tr, bia
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III. C IM HNH VI KHCH HNG MC TIU. + Thi quen tiu dng c ph ca ngi vit nam. Vit nam c mt nn vn ha m thc ht sc c sc.C ph tuy khng phi l ung truyn thng ca ngi vit, xong vic ung c ph vi ngi vit nam thc s tr thnh mt nt vn ha. C ph khng ch l ung n thun, th ung c ph mang trong mnh n mt gi tr vn ha ch thc. iu ny c th hin qua cch thc ch bin, cch thc pha ch c ph, qua cch thng thc: ti thi im c bit v mt khng gian c bit. th ung c ph em li cho con ngi cm gic thoi mi. Tuy nhin, mun thng thc c v p ca nt vn ha ung c ph, con ngi cng cn phi thng qua mt qqu trnh hc tp vn ha (vn ha ung). khng phi ai cng trnh thng thc, trnh hiu c ci ngon, ci th v khi thng thc ly c ph: cm gic c ci v ng u li hay phan bit c mi thm, mu sc m c ph em li. i vi ngi Vit Nam, ly c ph lun xut hin trong mt khng kh c bit, c th l dp l tt, dp vui gia nh, hay khi nhng ngi bn thn thit gp nhau. Ly c ph lc khng ch mang ngha n thun l ung, n cn th hin cho ni vui mng xum hp gia nh, khi gp ngi thn, l biu hin ca tnh cm thn thit. V nh th, ly c ph tr thnh phng tin biu t tnh cm. Tuy nhin, cch thng thc c ph ca ngi Vit cng khng hon ton ging nhau. N cn ph thuc vo tng lp, tui tc vi nhng s thch khc nhau. Ty theo khu v ca mnh, ngi ung c ph c th chn loi c ph en hay sa, ung nng hay ung . Nhng ngi nhiu tui c thi quen ung c ph trong mt khng gian yn tnh.Mt b phin c ph, mt gi c ph en l nhng th khng th thiu trong nh ca h. Ngi nhn nhng git c ph chm chm nh git, sng trong

cm gic ch i, thc s l nhng giy pht th gin c ngha sau nhng ngy lm vic. Gii tr, h thch ung c ph trong mt khung cnh si ng.H thng tm n nhng qun c ph ph hp vi s thch ca h. , h c th c thng thc nhng loi c ph yu thch, ni chuyn vi bn b v nhng vn m h quan tm, hay c th m chm vo giai iu ca nhng bn nhc si ng. C ph i vi ngi Vit Nam thc s khng ch n thun l mt loi ung. N tr thnh thi quen, mt nt vn ha. + Thi khch hng: Loi c ph c a chung hai thnh ph cng khc nhau.Tp.HCM ch yu dng c ph bt, cn H Ni ch yu l c ph ha tan. H Ni, vic tng qu bng c ph kh ph bin vi dng c ph ha tan. Ti H Ni, cc h cha c thi quen v khng bit cch chn c ph. H cng lo ngi v c ph gi, cht lng ca c ph ha tan ( c th thay th c ph pha). * Mc trung thnh vi nhn hiu: Khi sn phm mi c a ra th trng th mi ngi bit n thng qua truyn ming (Ngy 20/8/1998, qun c ph u tin ti 587 Nguyn Kim, qun Ph Nhun vi hnh thc phc v min ph trong vng 10 ngy). Cng v nhiu loi c ph khch chn la v hng dn cch thng thc c ph theo kiu Trung Nguyn. Mi loi c ph mang mt hng v c trng ring. C s khc bit c trng gia c ph Robusta v Arabica, gia Culi Robusta v c ph S, c ph Chn... * Li ch tm kim: Khch hng quan tm khi mua c ph tiu dng ti nh l khu v, chng loi, nhn hiu, sau mi n gi bn, bao b v ni mua.

IV. CHIN LC NH V V PHN ON TH TRNG MC TIU. 1. Phn on th trng mc tiu. a. Tiu thc a l. Chia th trng theo khu vc bc, trung v nam. Min Nam c lng tiu th cao gp 4 - 5 ln so vi min Bc v min Trung. b. Tiu thc dn s - x hi: - tui: Kho st cho thy khch hng tui thanh nin v v thnh nin c mc tiu th c ph tng nhanh nht, c v c ph bt v c ph ha tan. Nhm thanh nin v trung nin c mc tiu dng c ph cao nht. Nhm tui gi (>65) mc tiu th tng rt t v ch tng lng tiu th c ph bt. - Ngnh ngh: Cn c ph bt ti nh, tim nng H Ni l nhn vin dch v, k thut vin; Tp.HCM l nhn vin vn phng, th th cng, lc lng v trang. Ring c ph ti qun, tim nng H Ni v Tp.HCM l n gii. Nhng ngi lm vic nhiu v tr c v c k nng chuyn mn, k thut vin tiu th c ph nhiu nht. Mc tiu th cng tng mnh lao ng gin n. c. Tiu thc tm l: - Li sng: Ti Tp.HCM, c ph c ung ti qun nhiu hn. Ngc li, H Ni ung ti nh nhiu hn v c mt nhm ng k ung vn phng. d. Tiu thc hnh vi tiu dng: - Thi khch hng: Loi c ph c a chung hai thnh ph cng khc nhau. Tp.HCM ch yu dng c ph bt, cn H Ni ch yu l c ph ha tan. H Ni, vic tng qu bng c ph kh ph bin vi dng c ph ha tan. Ti H Ni, cc h cha c thi quen v khng bit cch chn c ph. H cng lo ngi v c ph gi, cht lng ca c ph ha tan ( c th thay th c ph pha). - Li ch tm kim: Khch hng quan tm khi mua c ph tiu dng ti nh l khu v, chng loi, nhn hiu, sau mi n gi bn, bao b v ni mua.

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2. Chin lc nh v th trng.
Cng ty quyt nh nh v th trng bng hnh nh v sn phm: - Hnh nh: dng ch TRUNG NGUYN COFFEE mu trng tng trng cho mu ca sa Logo sn phm c ph din t mt phong cch hin i. Khi khng gian ba chiu c khc ni trn nn ca bin hiu cng tng mu nhng khc sc xo. Cu trc hnh thp th hin kht khao vn ln, t trn nn nu biu l mt nn tng vng chc cho s pht trin. - Bng hiu Trung Nguyn s dng gam mu nng vi cc mu ch o l , vng, nu. Nhng mu sc y sc sng th hin s tr trung v nhit huyt mnh lit ca tui tr. Trung Nguyn chn nu l sc mu chnh, v l mu ca t, Ca c ph, ca ci ngung dn tc. - ng trn tng trng cho s hp nht v on kt. ng trn khng trn vn th hin cuc sng chn thc nh n vn c: vn cn nhng khim khuyt, nhng khong trng cn lp y. ng trn l mt nt c ngu hng y sng to, nh mt nt v nguch ngoc vo m, mang ci hn tinh ty, m hng v c ph ph vo cuc sng. y l mt gc nhn mi ca tch c ph, th hin s sng to l ng lc thc y mi hnh ng ca Trung Nguyn v h thng ca hng nhng quyn. nh v sn phm: tuyt sch - tuyt ngon - kch thch no sng to. V. MARKETING MIX. 1. Sn phm (product). - Vi mc tiu chinh phc th trng ni a , Trung Nguyn chinh phc ngi tiu dng Vit Nam bng cc sn phm c ph ha tan lm t ht cy c ph ca vng t bazan Ty Nguyn mang hng v c trng khc hn Nescafe, hay Vinacafe.

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- Sn phm c ph ha tan Trung Nguyn a dng , phong ph p ng nhiu gu thng thc c ph khc nhau . c bit , sau nhiu nm nhin cu v tm hiu nhu cu khch hng , cng ty cho ra i sn phm c ph Passiona vi hm lng c ph va phi , c kt hp vi nhiu loi tho mc gip cho ch em ph n tha mn c nhu cu thng thc c ph ng thi vn gi c ln da p mn mng. - Vic ng gi thit k bao b cng th hin c s chuyn nghip ca Trung Nguyn trong vic lm Marketing , tuy nhin gn y th khch hng c nhiu kin khng tt i vi v bao ca sn phm c ph Passiona - G7, 777 nhng ci tn ny tuy khng gn n vi ch caf nh Nescaf hay Vinacaf thc s nhm cng khng thc s bit r y l mt u im hay mt nhc im nhng theo quan im ca nhm th n li to mt s khc bit , n khng phi l mt sn phm c ph thng thng m cn th hin c kht vng, nim tin v c tnh ca ngi thng thc. 2.Gi c (price). i vi th trng trong nc Trung Nguyn nh gi sn phm rt a dng ph hp vi nhiu i tng thng thc c ph, nh: Cht lng th khng phi bn, nhng gi ca G7 vn thp hn Nesc ph 3-5% to tnh cnh tranh.

G7 3in1 - Hp 20G7 3in1 - Bch 50G7 3in1 - Bch 24G7 sachets Hp | 20 sachets sachetsBch | sachets 50Bch | Hp

ha

tan |

en 15

24gi 16,500 VND

42,500 VND

sachets 100,200 VND sachets 49,600 VN

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G7 3in1 - Hp 18G7 sticks Hp | Hp |

2in1G7 15Mocha |

CappuccinoG7 Hazelnut 12 sticksHp

Cappuccino | 12

18sachets 41,400 VN Hp

sticks 37,700 VN

42,500 VN

sticks 42,500 VN

G7 Cappuccino Irish Cream Hp | 12 sticks 42,500 VN

3. Phn phi (place). * H thng knh phn phi. - H thng knh phn phi ca cng ty ch yu thc hin qua knh trung gian. Do vy vic thit lp quan h tt, ng thi kim sot c dng chy trong knh l iu ht sc quan trng trong knh phn phi ca cng ty. Chnh v iu ny chng ti xy dng mt h thng knh phn phi v c nhng k hoch tt thc hin n nhm mang li hiu qu ti a nh sau:

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S h thng knh phn phi ca cng ty.

Biu 14: S knh phn phi ca cng ty - Trung Nguyn thc hin phn phi sn phm hp l cho tng knh, cho tng sn phm.tng th trng khc nhau. - S phi hp, xen k cc knh vi nhau phn phi sn phm ti a ti tng th trng. * Chnh sch phn phi Ni n h thng phn phi ca Trung Nguyn th khng th khng nhc n nhng quyn kinh doanh, mt chin lc gp phn to ln vo mng li phn phi ca Trung Nguyn. Nm 2006 Trung Nguyn cho ra i

500 siu th miniG7 Mart- H thng phn phi G7mart c xy dng da trn nn tng nhn lc, ti lc, gi tr thng hiu ca Cng ty c ph Trung Nguyn v 70 trung tm phn phi trn c nc gp thm vo h thng phn phi hng hu ca Trung Nguyn.T y s pht trin thnh cc trung tm thng mi, i siu th. Trung Nguyn chin lc phn phi rng khp trn c nc nh l hnh thc phn phi cc im bn l, cc i l, cc siu th v trung tm thng mi
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trong c nc. Gi tr thng hiu ca Cng ty C ph Trung Nguyn v 70 trung tm phn phi trn c nc gp phn c ph mnh m h thng phn phi ca Nguyn Trung. Sau khi chinh phc nhanh chng th trng trong nc bng cht

lng v phong cch ring, c o ca mnh th Trung Nguyn bt u a thng hiu ca mnh ra th trng th gii vi chin lc nhng quyn kinh doanh ln u tin ti singapore vo nm 2000.Tuy nhin thnh cng ch tht s n vi Trung Nguyn vo nm 2002 khi h xut hin Nht Bn bn cnh 400 ca hng trn tng s 6000 ca hng ca starbucks tp on c ph ln nht th gii ca M v mt lot cc nhn hiu c ph Nht cng khng km phn nh m. Thnh cng ca Trung Nguyn Nht Bn thc s gip n nhy vt. n nay, thng hiu Trung Nguyn c mt Nht Bn, Thi Lan, Singapore, Trung Quc v Cng ha Sc. C ph rang Trung Nguyn cng c mt trong siu th v cc ca tim M, c, ng u, Php v Nga. Hin ng L Nguyn V ang trin khai cc hp ng nhm tm kim th phn cho C ph Trung Nguyn ti 15 nc nh c, c, Canada, i Loan, Malaysia, Philippin 4. Xc tin hn hp (promotion). Cc cng c ch yu ca chin lc xc tin: a. Qung co: Khai thc qung co min ph trn cc mng x hi o nh Facebook, Youtube. In qung co bng cc poster, banner rng ri trn th trng, lin h qung co ti cc siu th, trung tm thng mi. Ti tr cho cc cuc thi, hi ngh qung b sn phm Qung co trn cc n phm trong v ngoi nc nh: Tip th v gia nh, Tp ch truyn hnh, Ngi p Vit Nam, Tham gia hi ch thng mi

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b. Khuyn mi: Trung Nguyn c nhng chng trnh khuyn mi va ph hp cho tng giai on va ph hp cho chin dch lu di. c. Quan h cng chng: Trung Nguyn trin khai nhng k hoch PR kh thnh cng vi kt qu rt r rang nh: Trung Nguyn phi hp bo Thanh Nin, Hi Lin hip Thanh Nin Vit Nam pht ng chng trnh Sng to v Thng hiu Vit, ti tr hc bng nhn ti t Vit. Trung Nguyn cng i truyn hnh Vit Nam sng lp Qu u t Khi ngun sng to cp vn cho cc thi sinh ot gii trong chng trnh Khi Nghip ca VTV3. Hot ng ny nhm khuyn khch, to c hi cho th h tr Vit Nam thc hin nhng d n, tng kinh doanh sng to, qua , gp phn nui dng nhng ti nng kinh doanh tr cho t nc. S vn ti tr 2 t ng. Bn cnh , Trung Nguyn cn phi hp vi Bo Thanh Nin thc hin chng trnh: "Nc Vit Nam ta nh hay khng nh". Pht ng "cuc chin v thng hiu Vit" ca Trung Nguyn cng c nh gi cao. Trung Nguyn vi chng trnh Xy dng thng hiu nng sn Vit Nam... Trung Nguyn tham gia ti tr cc chng trnh: - Ti tr chng trnh Ni vng tay ln v ngi ngho do bo H Ni Mi, bo Si Gn Gii Phng, Bo Nng t chc t thng 6 n thng 7 nm 2004 Thng bo gii v ngi ngho. Trong chng trnh ny Trung Nguyn ng h 1 t ng. - Tham gia ng h nn nhn cht c mu da cam Vit Nam trong chng trnh nhn o cu truyn hnh Chng ta khng v cm ca i truyn hnh Vit Nam: 10 triu ng

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d. Marketing trc tip Li ch ca marketing trc tip: 1. Nhm ng mc tiu. 2. C nhn ho mi quan h mua bn. 3. To ra hnh ng. 4. Tng hnh chin lc. 5. o lng c kt qu. Ngy nay marketing trc tip ch yu s dng cc cng c phng tin truyn thng: Nu nh trong Marketing truyn thng phng tin truyn thng c dng ch yu l bo ch, radio, TV th trong tip th trc tip th phng tin truyn thng ch yu c dng l gi th trc tip, gi in thoi, v vi cng ngh thng tin by gi th cn c email, v internet

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