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Trc nay, trong nhng cuc i u trc tip gia cc thng hiu trong nc v thng hiu ngoi nc cng

mt lnh vc sn phm, hu ht phn thua tan tc u thuc v i nh. Hn na, him c ai tha nhn mt i u cng khai, ch c ni trnh ni gim kiu nh chng ti khng cnh tranh so snh vi ai c, ch c gng vt qua chnh mnh phc v ngi tiu dng tt nht Ch n khi, vi sn phm c ph ho tan ca G7, Cng ty c ph Trung Nguyn cng khai pht ng mt cuc chin trc din, quyt chin vi i th chnh l Nescafe ca Nestle. Cuc chin thng hiu ny c ngha khng ch vi ring G7 Trung Nguyn m cn li nhng kinh nghim v tinh thn qu gi cho kht vng thng hiu Vit. iu quan trng l dm vo cuc!" Nhng ai quen bit vi Trung Nguyn u rt d nhn thy mt tinh thn dn tc rt quyt lit ni tng gim c ng L Nguyn V v gim c marketing Nguyn Trn Quang. ng V tng tuyn b rng trong cuc chin v thng hiu Vit, Trung Nguyn chp nhn lm lnh tin phong v c th hy sinh lm vin lt ng. Trc khi Trung Nguyn quyt nh y G7 ra mt trn c ph ho tan ng gi trong mt cuc chi sng phng vi Nescafe, rt nhiu tranh lun n ra. Nhiu ngi can rng khng nn khiu chin v Nescafe qu mnh. Nu i u, G7 ch c th tn thng v hy sinh. Song Trung Nguyn vn tin hnh cuc chin vi tinh thn: S thng hay thua ca G7 khng phi l chuyn quan trng. iu quan trng l mt doanh nghip Vit Nam dm i u trc din vi mt tp on a quc gia. Trc ngy 23/11/2003 thi im Trung Nguyn tung ra G7 - th trng c ph ho tan ng gi c cc din nh sau: Nescafe chim 55,95% th phn; Vina caf chim 38,45%; 5,6% cn li cho cc thng hiu c ph khc. Vi vai tr thng tr, Nescafe p t khu v caf ca ngii nc ngoi cho ngi tiu dng Vit Nam. Trong cc din c xc lp kh vng chc , G7 vo cuc bng nhng chiu thc rt mnh m v bt ng. Trong , n to bo l mi ngi tiu dng th mi sn phm trong chng trnh Ngy hi tuyt nh G7 c t chc quy m ti Dinh Thng Nht. Hn 35000 ngi tham gia ngy hi ny. Ti y, Trung Nguyn mi ngi tiu dng ung th 2 ly c ph ho tan, mt ca G7, mt ca Nescafe (ngi tiu dng khng c cho bit nhn hiu trc khi ung) v so snh xem h thch sn phm no hn. Trc khi tin hnh cuc th nghim c ph ny, Trung Nguyn gi th thng bo cho Nescafe v sn sng cho mt v kin nu c. Kt qu ca cuc th mi cho bit c 89% ngi tiu dng chn G7 v 11% chn Nescafe: Trung Nguyn thng li hon ton trong chin dch ny! Mt n to bo khc: Trung Nguyn t chc ung th c ph G7 ngay trong cao c ni Nescafe t tng hnh dinh, ri nhng roadshow tip th rm r ca G7 ng lot trn cc thnh ph ln v c nc Tuy nhin, trc mt i th qu mnh v c tim lc ti chnh, kinh nghim v uy th, Trung Nguyn xc nh chin thut chnh l hng vo tri tim v tinh thn ca ngi tiu dng Vit Nam. Trc khi cuc chin chnh thc din ra, Trung Nguyn thc hin nhng cuc tuyn truyn bi bn nhm vn ng tinh thn v ku gi s ng h ca cc i l, nh phn phi v ngi tiu dng. Cng ty ny m u bc th ng gi ngi tiu dng bng cu knh tha qu ng bo v nhng li l rt tha thit khi gi tinh thn dn tc. ng thi, Trung Nguyn cng hon ton nh bi nga, trnh by rt r cho cc i l, nh phn phi ca mnh bit nhng im mnh, im yu v c nguyn vng ca mnh trong mong mun c ng h, c ng hnh nh mt thng hiu Vit Nam ang i tin phong. n gi G, cng ty cho fax ng lot cc bc th ng n cc i l ca mnh Cng hng ca nhng chiu thc mu pht tm cng ny, Trung Nguyn dnh c s ng h mnh m ca cc nh phn phi, i l, ngi tiu dng. Cho nn, d Trung Nguyn t nh v G7 cao hn Nescafe v cht lng nn gi khng r hn, thm ch mc chit khu cho cc i l cn thp hn i th nhng G7 nhanh chng ginh thng li. Sau 3 thng u chim lnh th trng, sau mt thng so k quyt lit, n Tt 2004, G7 c xem nh ton thng. Chnh t cuc chin ny, G7 bt buc cc i th chi theo cch ca mnh. Nescafe v Vinacafe bt u tng cng qung co, khuyn mi gi ngi tiu dng. Ring Nescafe, t khu v Khi u mt ngy mi i sang Hng v Vit Nam hn nhm i u li nhng chnh sch tuyn truyn tinh thn dn tc ca Trung Nguyn Sau thi gian ngn pht ng mt cuc chin tng chng khng cn sc, cui nm 2004, chic bnh th trng c ph ho tan ng gi Vit Nam c chia li: Nescafe cn 44,05%, Vinacafe cn 28,95%, G7 chim 21,8% v 5,2% cho cc thng hiu khc. D cuc chin s vn cn tip tc khc lit hn, song mt th trn cn bng c xc lp. T G7 n kh nng thng li ca thng hiu Vit

Ba yu t lm nn thng li ca G7 l sn phm tt, cht lng v hng v ring bit, khu phn phi rt mnh t mng li phn phi c sn ca Trung Nguyn v cng tc qung b, tip th c n php nh cp. Trong tt c cc cng on ny, Trung Nguyn vn ti ng cp chuyn nghip v quc t ch khng cn dng li tm hng Vit Nam cht lng cao. Trong th trng mu dch t do, khi mi hng ro quan thu s ln lt d b, cnh tranh vi i th quc t, hng VN, thng hiu VN, cng ty VN cng phi t n ng cp ngang bng vi i th mi c th t tin i u, ch khng th t ru ng bng quan nim ch cn vt qua chnh mnh. Nu mnh ch t vt qua ngng ca ca mnh mt bc, trong khi i th t vt qua h n my bc, th khong cch s ngy cng xa hn. Mt khc, iu kin cho thnh cng ca Trung Nguyn chnh l cch nh vo lng ngi. Mt doanh nghip chin u trn sn nh th li th chnh l s thng thuc, thu hiu vn ho ca ngi tiu dng bn x, t ch ng trin khai th trn v bt i th phi chi theo cch ca mnh. Tinh thn dn tc v yu t vn ho l mt th lc rt ln trong tip th. Trung Nguyn pht huy c sc mnh khi tp hp c s ng h ca chnh ngi tiu dng VN C th b cho l cc oan khi c s phn bit rch ri thng hiu nc ngoi hay thng hiu trong nc, song nu khng c s quyt lit, mnh m, th nguy c b ln lt, b thn tnh bi cc thng hiu ngoi l hon ton c tht v rt gn. V nguy c mt th thuc a mi v kinh t, ch bn nguyn liu gi thp, mua thnh phm gi cao cng rt tht v rt gn.

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