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HCM

A. MC LC
I. Tng quan v cuc kho st.........................................................................................................1
1. Mc tiu tng qut ca cuc kho st..........................................................................................1
a. S lc v cc dng sn phm ca Trung Nguyn.....................................................................1
b. S lc v c ph Passiona .........................................................................................................2
2. Mc tiu c th ca cuc kho st...............................................................................................3
3. a im v i tng kho st...................................................................................................3
4. Phng php thc hin................................................................................................................3
5. nh gi s b v cuc kho st.................................................................................................4
a. u im.......................................................................................................................................4
b. Hn ch........................................................................................................................................5
II. Kt qu kho st..........................................................................................................................6
1. Thng tin v mu kho st...........................................................................................................6
2. Kt qu thng k, din gii..........................................................................................................6
III. Kt lun v xut..................................................................................................................12
1. Nhu cu ca ngi tiu dng v sn phm c ph ha tan dnh ring cho phi n v cm nhn
ca h v nhng c trng ca Passiona ......................................................................................12
2. Cm nhn ca ngi tiu dng v tn sn phm Passiona ....................................................14
3. Cm nhn ca ngi tiu dng v bao b sn phm Passiona ..................................................14
4. Cm nhn ca ngi tiu dng v gi sn phm Passiona .......................................................14
5. Cm nhn ca ngi tiu dng v knh phn phi ca Passiona..............................................14
6. Cm nhn ca ngi tiu dng v cc knh xc tin h tr kinh doanh ca Passiona .............15
IV. Ph lc.....................................................................................................................................16

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B. NI DUNG BO CO
I. Tng quan v cuc kho st
1. Mc tiu tng qut ca cuc kho st
C ph Trung Nguyn l mt trong nhng thng hiu c ph Vit Nam ni ting nht trn th
trng ni a v nc ngoi hin nay. C ph Trung Nguyn do tp on Trung Nguyn, mt
tp on ln mnh vi hn 2000 nhn vin lm vic cho cc cng ty con v chi nhnh c mt
khp mi ni trong v th gii.
Trung Nguyn t lu c bit n nh l mt trong nhng n v tin phong ca phong tro
hng tiu dng Vit Nam trong cuc chin vi hng tiu dng th gii. Vi s mng Kt ni v
pht trin nhng ngi am m c ph trn ton th gii., Trung Nguyn khng ngng a ra
nhng sn phm c ph vi hng v c trng, m nhm chinh phc khu v ca ngi
dng c ph. Nhn thy th trng c ph dnh ring cho phi n cn b ng, Trung Nguyn
cho ra i c ph Passiona - c ph dnh cho phi p mang nhng c im ni bt hng ti
nhu cu ca ngi ph n, cng thng ip am m l l sng. Nhn thy tnh cht th v ca
sn phm, nhm chng ti quyt nh lm ti phn tch chin lc Marketing ca sn phm
c ph Passiona, qua nhn xt im mnh yu ca sn phm, ng thi a ra gii php cho
nhng vn cn tn ti ca chin dch Marketing cho sn phm ny.

a. S lc v cc dng sn phm ca Trung Nguyn

Trung Nguyn c 3 dng sn phm chnh l c ph Trung Nguyn, c ph ha tan v tr tin,
trong tng dng ny c nhiu loi sn phm a dng.
* C ph Trung Nguyn: sn phm dng ny c chia thnh 3 cp khc nhau
Sn phm cao cp
Ni n dng sn phm c ph Trung Nguyn cao cp, phi k n nhng ci tn nh: Weasel;
Diamond Collection; Legendee; Classic Blend
Sn phm trung cp
Sn phm c to ra t nhng ht c ph tt nht Arabica, Robusta, Excelsa, Catimor t cc
vng trng c ph ngon nht th gii c ch bin theo phong cch rt ring to ngun cm
hng sng to, sn phm gm: Passiona; Gourmet Blend; House Blend,
Sn phm ph thng
Nhm sn phm c ch bin t nhng ht c ph Arabica, Robusta, Catimor, Excelsa ngon
nht theo b quyt ring c o. Mi sn phm c hng v c trng khc nhau rt thch hp
cho nhng ngi c gu c ph m.
* C ph ha tan
Nhm p ng nhu cu v s tin li ca khch hng, Trung Nguyn tin hnh nghin cu v
tung ra th trng sn phm c ph ha tan G7 gm c: G7 3 in 1, G7 2in 1, G7 ha tan en, G7
Capuchino.
Gn y nht, Trung Nguyn cng cho ra i mt loi sn phm mi nh vo th hiu ca n
gii c ph Passiona.
* Tr tin
Nm 2002, Trung Nguyn cho ra i sn phm tr tin c ch bin t nguyn liu bp
tm ba l. Tr tin ca Trung Nguyn c hai loi: tr Tnh Tm v tr Vng Nguyt.
b. S lc v c ph Passiona
Passiona l sn phm c ph ha tan chuyn dnh cho phi p u tin v duy nht cho n thi
im hin nay (5/2010) do cng ty c ph Trung Nguyn nghin cu v sng to trong vng 9
nm.
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C ph Passiona l c ph ha tan ca c ph Trung Nguyn hng n i tng l phi n. S

xut hin ca Passiona th hin s mnh dn khai ph th phn mi v y tim nng ca
Trung Nguyn, a ra mt khi nim tiu dng mi hon ton m l c ph chuyn cho phi p.
Nt ni bt ca Passiona l nhng thnh phn dng cht c trong sn phm, va thch hp vi
ph n, va tt cho sc khe m vn m bo c hng v c ph m cn lu li trong
sn phm.
Xut pht t tng ph n ngy cng ng vai tr quan trng hn trong cuc sng hin i
ngy nay, nhu cu ca h v vic khng nh mnh v phong cch, c tnh, s thch ring cng
ngy cng c m rng; ph n cng cn c sn phm chuyn bit dnh ring cho mnh, i
vi c ph cng vy. Thc t cho thy ph n ung c ph tng ng nam gii v chim n
hn 50% dn s, li l i tng quyt nh chi tiu tiu dng kh ln - nhng cha h c bt k
sn phm c ph no dnh cho h trn th trng. Chnh v vy, c ph Trung Nguyn tung ra
dng sn phm Passiona loi c ph ha tan c bit, c th p ng c nhu cu ca phi
p hin nay. y c th coi l s tin phong v thng minh ca Trung Nguyn trong vic khai
ph th phn mi.
c im ni bt ca Passiona l thnh phn c cha ng n king, hm lng cafein va
phi, tt cho sc khe, ph hp vi n gii. c bit, Passiona c cha lng dng cht
collagen lm p cho da, vitamin PP cng cc loi tho mc phng ng qu him, c tc dng
tt cho sc khe. Tuy vy, do c sn xut bi dy chuyn cng ngh hin i, Passiona vn
gi c hng v c ph m , thm ngon, quyn r, gip tng cng s tnh to, tp trung
hn vo cng vic.
Tn gi sn phm Passiona xut pht t ting Anh Passion vi ngha l am m. Passiona
khi vit tt s l s kt hp ca 3 ch ci P.S.A (Passion Success Ambition) tc l am m
Thnh cng v Kht vng. Trung Nguyn mun hng n cuc sng thnh cng v hnh phc
cho ch em ph n trong thi i ngy nay thng qua sn phm vi thng ip am m l l
sng.
C ph ha tan Passiona c ng gi dng stick c trng lng 16g/ gi v 14 gi/ hp, gi
bn l trn th trng l 32.000VN/hp. Passiona c phn phi rng ri ti tt c cc knh
siu th, ca hng trn ton quc.
Trong thi gian va qua, thng ip c bit Hy ly ti i trong chin dch truyn thng
Passiona m Trung Nguyn xy dng gy n tng mnh i vi ngi tiu dng. S mi l,
c o v giu cm xc li thin cm i vi ph n v c nam gii c bit l cch chi
ch thng minh v nhiu ngha.
C th thy, s ra i ca Passiona th hin s sng to v bit nm bt c hi ca Trung
Nguyn. Tuy nhin, vic trin khai bin Passiona thc s l mt sn phm p ng c
nhng nhu cu a dng ca ngi tiu dng n, ng thi tr thnh ngi bn thn thit ca h
th y l mt qung ng di, i hi c s u t nghim tc v mt thi gian, cng sc v
phi c nhng chin lc ph hp, hiu qu.
2. Mc tiu c th ca cuc kho st
- o lng mc hi lng ca khch hng i vi sn phm c ph Passiona.
- o lng mc nhn bit ca khch hng i vi c ph Passiona trn th trng so vi cc
sn phm khc.
- Xc nh cc xu th, thi quen tiu th c ph khc nhau v tim nng tiu th c ph Passiona.
- Da trn nhng nh gi ny, xc nh cc chnh sch gip tng sn lng tiu th c ph
Passiona trn th trng v xc nh cc yu t thit lp h thng phn phi tiu th.
3. a im v i tng kho st
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a. a im
Do thi gian c hn, cc thnh vin nhm kho st xc nh a im, i tng kho
st nh sau:
C s Trng i hc M ni nhm ang theo hc, i tng kho st l cc bn sinh
vin cng trng v cng kha hc.
Cc c quan n v v cng ty ni thnh vin nhm ang cng tc, i tng l cc ng
nghip.
Cc thnh vin trong gia nh, ngi thn v bn b.
b. i tng:
i tng kho st ca c ph Passiona c nhng c im sau:
Ngh nghip: hc sinh sinh vin; CB CNV; NVVP; Khc
tui: 15 25 tui; 25 35 tui; 35 45 tui ; 45 tui tr ln
Thu nhp: di 3 triu; 3 5 triu; 5 7 triu; Khc

4. Phng php thc hin

Nhm nghin cu chn hnh thc nghin cu nh lng thng qua chun b mt bng cu hi
v kho st trc tip. Mc ch ca vic chn bng cu hi l m bo cho tt c mi ngi u
c hi nhng cu hi nh nhau, theo mt trnh t nht nh v thng nht. Ngoi ra, vic chn
kho st bng hnh thc bng cu hi cn gip cho vic x l d liu thu thp c d dng hn
trn my tnh.
Tng s phiu pht ra: 150 phiu
S phiu thu v: 150 phiu
S phiu hp l: 150 phiu

Trong tng s 150 phiu kho st hp l c 95% l n gii v 5% l nam gii.

5. nh gi s b v cuc kho st
Do mi ln u tin c hc v thc hnh mn nghin cu Marketing nn nhm cn nhiu b
ng ban u. Kh khn chnh l vic chn sn phm g lm kho st do phn ln thnh vin
ca nhm u ang lm cng vic k thut, vic xy dng phiu cu hi nh th no, phm vi
thc hin cuc kho st v c vic sp xp thi gian i thc hin kho st.
im thun li l thng qua cuc kho st nh ny, cc thnh vin trong nhm hiu tt hn
bi hc v quan trng hn ht l c mang kin thc hc ra tri nghim thc t.
a. u im
Theo khch hng, c im ni bt nht ca Passiona l sn phm c ph ha tan u tin cho
phi p vi nhng c im ni bt nh lng caffeine thp, c cht collagen v tho mc
phng ng gip ln da ti tr vi mt c th khe mnh. Trc ht phi thy rng vic cho
ra i sn phm ny l nh vo ng nhu cu ca th trng c ph ha tan. C n 68,34%
khch hng c hi cho bit h cm thy cn phi c mt sn phm c ph chuyn bit dnh
cho phi n. Hn 92% cho rng sn phm c ph ny cn phi c c nhng c tnh tng
ng vi c tnh ca Passiona nh lm p da, khng nh hng xu n sc khe vv.vv.v....
im mnh th 2 ca Passiona l xy dng c mt tn nhn hiu gy n tng vi thng
ip hp dn Hy ly ti i v ti sinh ra l dnh cho em. 42,25% s ngi c hi cho
bit h cm thy rt n tng vi tn sn phm Passiona, trong khi c n 54,8% ngi cho rng
thng ip ca Passiona l n tng v hp dn, gp i s ngi cho l thng ip ny khng
thu ht (24,66%).

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Biu nh tn sn phm Passiona
50%

40%

30%

20%

10%

0%
C ngha v rt n tng

Khng c ngha v khng n tng

Biu nh gi mc n tng ca slogan

Passiona
60%
50%
40%
30%
20%
10%
0%
n tng, hp dn

Khng thu ht

Passiona c tha hng nhng u th ca Trung Nguyn trong cng tc Marketing-PR v knh phn
phi a dng. 82,02% ngi c hi cho bit h c th d dng tm thy sn phm Passiona cc siu
th v cc tim tp ha ln, cng nh cc i l nhng quyn ca Trung Nguyn.

b. Hn Ch
V Sn phm
Thit k bao b: Cha to n tng mnh i vi ngi tiu dng (hn 75% ngi c kho st
cho rng thit k bao b khng p, khng thu ht lm). C kin nhn xt rng bao b ca
Passiona khng ging nh bao b cho mt sn phm c ph, thay vo ging vi bao b ca
nhng sn phm chm sc da hay tc trn th trng

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Tn sn phm: Tuy c ngi tiu dng nh gi l c n tng (ch 2,82% nh gi tn sn

phm khng c ngha, khng to n tng so vi 42,25% cho rng n tng, ngha) nhng
thc s rt kh nhn ra c ngha su sc ca Passiona vi cc yu t m Trung Nguyn
chn lm thng ip chnh mn truyn t ti ngi tiu dng (3 ch ci P . S . A tng trng
cho Passion (am m); Success (Thnh cng); Ambition (Tham vng)).
Hng v sn phm: Cha tht s n tng. n 56,76% s ngi c kho st cho bit h
khng cm thy sn phm Passiona l ngon m ch nm mc bnh thng hay d. y l mt
iu tng i bt li cho mt sn phm tiu dng- gii kht khi cha th hin c hng v
ni bt hn cc sn phm thay th. nh gi ca nhm khi s dng th sn phm ny l khng
gi c v m ca c ph, ng thi mi thm c trng ca c ph cng b phai nht t
nhiu.
Qung co tip th: Qung co trn truyn hnh cn t vo thi gian gn y (theo ghi nhn ca
nhm) trong khi ngi bit n Passiona ch yu l qua TV (45.74%). Ni dung qung co ca
c ph Passiona cha nu r c tnh ni bt ca sn phm l mt loi c ph dnh cho phi
p - vi s kt hp ca nhng yu t m phi p quan tm nh ng n king, thm dng
cht collagen, tho mc Phng ng, ng thi cng cha truyn t ht ngha ca thng
ip sn phm mun mang ti. Th trng vn cha nhn thy bt k mt chin dch no mang
tnh cht l c hch cho Passiona.
II. Kt qu kho st
1. Thng tin v mu kho st
Cu trc cu hi nhm nghin cu xy dng gm tt c 24 cu hi, trong c 21 cu hi dng
phn loi, 01 cu hi dng xc nh mc v 02 cu hi ngi phng vn tr li gp .
Phiu kho st : (nh km ph lc)
2. Kt qu thng k, din gii
1.Bn c thng dng c ph khng?

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2.Mc ch ca bn khi s dng c ph?

3.Bn thng hay s dng loi c ph no sau y?

4.Nu c (s dng qua c ph ha tan), bn c th vui lng cho bit mc m bn s dng c

ph ha tan nh th no?

13.33%

23.33%
1
2
3
6.00%

33.33%

4
5

24.00%

5.Nu bn s dng qua c ph ha tan th theo bn, nhng c im cn c ca c ph ha

tan l g?

6.Theo bn, c cn thit c 1 sn phm c ph ha tan dnh cho phi n khng?

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10.67%
31.33%
1
2
3

58.00%

7.Nu c 1 sn phm c ph ha tan dnh cho phi n, bn ngh sn phm y nn p ng

c nhng yu cu no?

8.Bn tng nghe qua Passiona mt sn phm c ph dnh cho phi p ca Trung
Nguyn hay cha?

12.00%

26.00%

1
2
3

62.00%

Khi c hi thm V sao bn cha quan tm n sn phm Passiona th kt qu:

Qung co cha tht n tng chim 16,67%
Sn phm khng c nhiu ngi nhc n chim 51,67%
Khch hng khng quan tm n tn hiu sn phm chim 13,33%
Mt s l do khc chim 18,33% in hnh nh: h cha c dp ung, h khng quan tm,
cha c nhu cu s dng, mt s a quen dng mt sn phm nht nh no v khng
mun thay i loi mi, h khng cm nhn c s khc bit v thm ch nghe c
rng hng v ca n rt d
9.Bn nghe n sn phm Passiona qua knh thng tin no?

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10.Bn dng th Passiona hay cha?

11.Nu bn dng qua sn phm Passiona, bn c nhn xt g v hng v ca sn phm ny?

12.Bn c nhn xt g v thit k bao b sn phm Passiona?

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13.Bn c nhn xt g v thng tin trn bao b sn phm Passiona?

14.Bn c nhn xt g v tn sn phm Passiona?

15.Theo bn, gi ca sn phm c ph Passiona hin nay 32000VND/1 hp (14 gi) l:

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16.Bn c d dng tm mua sn phm Passiona hay khng?

17.Bn thng tm thy sn phm Passiona u?

18.Cm nhn ca bn v chng trnh qung co ca Passiona vi thng ip Hy ly ti i.

V ti sinh ra ch chuyn dnh cho em l:

19.Trong tng lai, nu Passiona c nhng chng trnh khuyn mi, th bn a chung hnh
thc no trong s cc hnh thc sau?

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20.Bn cm thy b thu ht bi chng trnh no trong cc chng trnh sau ca Passiona?

21.Yu t no ca Passiona lm bn n tng nht?

* nh s theo mc n tng gim dn, vi 1 l n tng nht, 5 l hon ton khng n
tng.
* n v : 1% trn tng s ngi kho st
Tiu ch
L sn phm c ph u tin dnh cho phi n vi
nhng c tnh ph hp tm l phi p: khng
lm tng cn, p da,
Thng ip Hy ly ti i rt th v
Bao b sn phm bt mt, li cun
Tin li ( c th mang i lm, du lch,)
Cht lng sn phm ( hng v m , thm
ngon,..)

1
40

2
30

3
25

4
5

5
0

18,97
7,02
15,52
8,62

31,03
10,53
22,41
18,97

22,41
26,32
29,31
34,48

6,9
33,33
22,41
18,97

20,69
22,81
10,34
18,97

22.Nu khng dng Passiona, bn s s dng nhng sn phm no sau y?

11
37
26

1
2
3
4
5

2
24

23.Theo bn, Passiona cn phi ci thin nhng im no lm bn hi lng hn v sn

phm?
Cn phi qung b rng ri hn, hng v nn m hn,sa i bao b n tng hn,a
ra nhiu t khuyn mi hn, tng c hi dng th cho mi ngi, thng ip qu di dng
nn lm ngn gn li tuy nhin cng c mt s kin cho rng khng cn thay i g v
sn phm ngon ri.
24.nh gi chung ca bn v sn phm Passiona?
Sn phm c tng tt, p ng c nhu cu nhiu ngi, tuy nhin cht lng cha cao
(hng v nht nho, khng ngon), vn cha thu ht c nhiu s quan tm, v vn cn
nhiu ngi cha bit g v sn phm ny.
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III. Kt lun v xut

1. Nhu cu ca ngi tiu dng v sn phm c ph ha tan dnh ring cho phi n v cm
nhn ca h v nhng c trng ca Passiona
Trong mt kho st th trng trc khi tung ra sn phm Passiona, Trung Nguyn
khng nh rng thc t cho thy ph n ung c ph tng ng nam gii. Vi tng
ph n ngy cng ng vai tr quan trng hn trong cuc sng hin i ngy nay, nhu cu
ca h v vic khng nh mnh v phong cch, c tnh, s thch ring cng ngy cng c
m rng; ph n cng cn c sn phm chuyn bit dnh ring cho mnh, i vi c ph cng
vy, Trung Nguyn tung ra sn phm Passiona nhm p ng nhng nhu cu . Sau qu
trnh kho st mt s i tng, kt qu cho thy rng c n 51% i tng n c kho
st cho bit rng h thng xuyn s dng c ph. ng thi c n 45,5% s ngi c
hi ni rng h thng hay s dng c ph ho tan thay v c ph phin. Vi con s 45,5% s
ngi sn sng b tin ra dng c ph ho tan, y l mt th phn y tim nng cho cc
nhn hng c ph nhm ti.
57,73% i tng c kho st cho rng cn thit c mt sn phm c ph ho tan
dnh ring cho n gii. Chng ta c th thy rng t l s dng c ph ch dng li con s
51% trong khi c n 57,73% ngi c kho st tn thnh tng nn c sn phm c ph
ho tan dnh ring cho phi n. iu ny chng t c nhiu ngi tiu dng n vn mong
mun c thng thc v c ph thm ngon nhng cn e ngi v nhiu l do nh c ph ch
thng dnh cho phi nam, ph n ung c ph hay b mt, khng tt cho da,
Chng ta c th kt lun rng tng cho ra mt loi c ph ho tan dnh cho n gii ca
Trung Nguyn l mt tng tt, th hin c s quan tm n ph n Vit Nam - nhng
ngi ng vai tr chi tiu chnh trong gia nh.
Khi kho st cht lng Passiona c p ng nhu cu v s mong i ca ngi tiu dng
khng, chng ti thng k c c n 43,24% cho rng Passiona c v ngon; v 40,54%
ngi c kho st cho rng sn phm c ph ny c hng v bnh thng, khng khc bit
lm so vi cc sn phm ho tan khc. Trung Nguyn ang i u vi nhiu i th cnh
tranh ni bt l Nescafe (hn 36% s ngi c kho st s dng sn phm ca Nescafe nu
khng dng Passiona) vi nhiu dng sn phm phm nh Nescafe 3in1 My Cup vi 3 la
chn cho ngi tiu dng, p ng y khu v t yu thch m n nh nhng, c
bit l loi Nescafe m va : nhiu sa,t c ph,dnh cho ngi thch v c ph nh nhng,
thm bo.
V s ln s dng, ch c 7,05% i tng c kho st cho bit h s dng sn
phm ny nhiu ln; 35,29% l dng mt ln v chim t l cao hn c l s ngi cha dng
ln no: 57,65%. Trong s nhng ngi s dng qua Passiona th ch c 16,67 % i
tng quay li s dng na, s cn li ch mi dng li vic th s dng v t m. Qua
nhng s liu kho st trn y, ta c th thy c rng ngi tiu dng cn e ngi trong
vic thay i thi quen s dng nhng nhn hiu thc ung quen thuc ca mnh, c bit l
c ph mt thc ung kh c th thay i khu v.
Vi cu hi: C ph ho tan cn c nhng c im g?, c n 53,77% trong tng s
la chn chn cu tr li: Tin li. Nhng n cu hi: Nu c sn phm c ph ho tan
dnh cho phi n, bn ngh n nn c c im no?, kin Tin li ch chim 12,48%
trong khi Khng lm tng cn chim 22,97%, Khng nh hng n sc kho chim
33,11% v Gip lm p da chim 29,05%.
Trc y, khi nhc n c ph, ngi tiu dng s ngh ngay n vic c ph s gip h
tnh to lm vic v hc tp, ng thi li gy kh ng, nng trong ngi, tn hi n sc
kho i vi c ph ho tan, tnh nng Tin li c mi ngi t ln hng u trong
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vic la chn s dng. Nhng qua nhng cu hi kho st trn, ngi tiu dng ngy nay,
c bit l gii n tr nn c nhiu yu cu hn v nhng chc nng khc trong vic s dng
thc ung ni chung v c ph ni ring. H mong mun c mt sn phm va tin li, va
c hng v m thm ngon, gip h tnh to khi lm vic nhng ng thi khng gy nh
hng n sc kho v v b ngoi ca mnh.
2. Cm nhn ca ngi tiu dng v tn sn phm Passiona
C kh nhiu kin tri chiu v tn ca sn phm. 42,25% s ngi c hi cho rng
Passiona rt n tng v ngha nhng c 54,93% ng vi la chn tn sn phm bnh
thng v s cn li cho rng khng hay v khng ngha. Vn tn sn phm cng kh c
th p ng c ht th hiu ca tt c ngi tiu dng. Con s 42,3% c th c cho l
bc thnh cng trong vic t tn sn phm v tip cn ngi tiu dng.
Khi t tn sn phm l Passiona, Trung Nguyn mong mun hng n cuc sng
hnh phc v thnh t trong thi i ngy nay. Theo nh tng ban u, Passiona c
vit tt l P.S.A (Passion Success Ambition) tc l am m Thnh cng v Kht
vng. y l mt tng thc s hng n ph n hin i nhng ngi khng ch cn
b buc trong vic ni tr, chm sc con ci na. Song, nu khng quan tm v tm hiu,
ngi tiu dng s khng bit n tng ny ca Trung Nguyn. C mt thc t l nhiu
ngi bit n loi sn phm mi ca Trung Nguyn l caf ho tan dnh cho phi n, nhng
khi ni n Passiona, h khng bit y l sn phm g. y cng l mt vn trong cng
tc mang hnh nh ca sn phm tip cn ngi tiu dng.
3. Cm nhn ca ngi tiu dng v bao b sn phm Passiona
Bn cnh tn ca sn phm, bao b mu m cng ng mt vai tr quan trng trong vic
nng cao doanh s bn hng ca mt cng ty. Khi kho st v thit k bao b ca Passiona,
24,19% i tng cho rng bao b p v n tng, 54,84% cho rng mu m bao b bnh
thng v 20,97% cho rng khng p. Vi mt tng caf c o v hay, nhng Trung
Nguyn khng truyn ti c ht tng n ngi tiu dng thng qua thit k bao
b. C kin nhn xt rng bao b ca Passiona khng ging nh bao b cho mt sn phm
caf, thay vo ging vi bao b ca nhng sn phm chm sc da hay tc trn th trng.
y cng l mt trong nhng nguyn nhn khin cho ngi tiu dng cha chn Passiona.
Vic nghin cu th hiu ngi tiu dng v cho ra i mu m bao b nn c u t
nghim tc, v trc khi s dng sn phm, bao b chnh l yu t tc ng ln vic quyt
nh mua sm ca ngi tiu dng.
4. Cm nhn ca ngi tiu dng v gi sn phm Passiona
Gi ca c ph Passiona hin nay l 32000VND/1 hp 14 gi. Sau khi cn nhc gia chi
ph b ra v li ch thu v c, 83% s ngi kho st cho l hp l. Ch c 8% cho rng gi
nh vy l cao. Thit ngh mt sn phm c ph va tin li, va cha ng nhng c tnh
nh tt cho sc khe, p da th mc gi hin nay ca Passiona l c th chp nhn c.
5. Cm nhn ca ngi tiu dng v knh phn phi ca Passiona
Knh phn phi sn phm Passiona ca Trung Nguyn p ng a s nhu cu mua sm
ca ngi tiu dng, c bit l gii nhn vin vn phng. 83% s ngi c kho st cho
rng h khng c kh khn trong vic tm mua Passiona. Bn cnh , h thng phn phi
siu th c 60,32% s ngi la chn l ni d tm mua nht.

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Trng H M Tp.HCM

Ta c th thy rng h thng siu th c nhm n ch yu. Da vo thi quen mua sm

ca khch hng mc tiu ph n hin i h thng chn siu th l ni mua sm nhng
vt dng thit yu trong nh, Trung Nguyn c l khi nh mnh vo knh phn phi ny.
Tuy nhin, ch c 23,81% s ngi c kho st cho bit rng h c th d dng mua sn
phm ti cc ca hng tp ho. y cng l im cn khc phc trong knh phn phi sn
phm ca Trung Nguyn. V i tng ca Passiona ngoi nhn vin vn phng ra cn c ni
tr, sinh vin nhng ngi quen thuc vi ch v ca hng tp ho.
6. Cm nhn ca ngi tiu dng v cc knh xc tin h tr kinh doanh ca Passiona
Thng ip Hy ly ti i v ti sinh ra ch chuyn dnh cho em thu ht c kh
nhiu s ch . C n 54,8% ngi c kho st cho rng thng ip hp dn. C l v s
mi l, c o, cch chi ch giu hnh nh, cm xc kch thch c tr t m ca nhiu
ngi. Nh vy, thng ip trn gip ngi tiu dng n tng hn v sn phm.
Cuc sng cn c nhng am m. c bit i vi ch em ph n - nhng ngi lun bn
b vi cng vic trong gia nh v ngoi x hi, nhng chng trnh nhm tn vinh v khi
dy ngun sc mnh ca am m, h c th lm nn nhng iu k diu cho bn thn, gia
nh v cng ng l ht sc cn thit. Chnh v th nhng hot ng ca Passiona nh: din
n Kt ni am m, chia s kinh nghim thnh cng c rt nhiu ngi ng h vi 49%
s la chn. Nhng din n, hi tho nh th l c hi i tng nhn vin vn phng c
th giao lu, hc hi, chia s b quyt hnh phc v thnh cng trong cuc sng. Bn cnh ,
chng trnh qu tng Passiona c bit cng c gn 42% ng tnh khi p ng c
nhu cu ca kh nhiu nhng ngi ni tr hoc sinh vin,i tng ng o ca mt hng
tiu dng, 9% cn li hng ng bnh chn i s Passiona. C th ni nhng hot ng
trn ca Passiona tht s hng n ngi tiu dng, l hng i ng sn phm n
gn vi khch hng hn.
Nhng tng ca c ph Passiona c nhiu ngi cho l rt hay, t vic cho ra i
mt sn phm caf dnh cho n, nhm ng th trng, th hiu, knh phn phi, gi c u
kh hp l. Nhng theo kt qu kho st, ch c 12% s ngi c kho st nghe qua v
quan tm n sn phm, 62% nghe qua nhng cha quan tm, n 26% cha h bit n sn
phm v y l ln u h nghe chng ti nhc ti. V nhng l do khin h cha quan tm
n sn phm c th k n l: Qung co cha tht n tng chim 16,67%; sn phm
khng c nhiu ngi nhc n chim 51,67%; khch hng khng quan tm n tn hiu
sn phm chim 13,33%. Mt s l do khc chim 18,33% in hnh nh: h cha c dp
ung, h khng quan tm, cha c nhu cu s dng, mt s quen dng mt sn phm nht
nh no v khng mun thay i loi mi, h khng cm nhn c s khc bit v thm
ch nghe c rng hng v ca n khng ngon
Khi mi ngi c hi Bn bit n Passiona qua knh thng tin no th 45,74% tr
li bit n qua TV; 13,83% bit qua bo ch; 11,7% bit qua Internet; 20% do bn b, ngi
thn gii thiu, s cn li bit n qua nhng tm bng ron/p phch. Hin nay, song song vi
qung co trn Tv, bo ch, cng ty Trung Nguyn cng ang p dng hnh thc qung co
trc tuyn. Tuy nhin, theo kt qu kho st th s lng ngi bit n Passiona qua Internet
khng nhiu (ch khong 11%), trong khi th mi ngi vn tp trung ch yu vo truyn
hnh hn, nhng hin nay thi lng pht sng chng trnh qung co ca Passiona vn
cha c u t ng mc.
Chng ti tip xc vi nhiu ngi tiu dng cho bit rng: h bit Passiona, l sn
phm mi ca Trung Nguyn, v l c ph ho tan cho phi n. Nhng h khng bit c tnh
ni bt ca Passiona thc s l g. C n 16,67% i tng c kho st nhn xt qung
co vn cha thc s n tng. Phi chng ni dung ca qung co Passiona hin nay ch tp
trung n nim am m , am m l l sng ch cha nu bt c nhng c tnh ni tri
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Trng H M Tp.HCM

ca sn phm nh cha tinh cht tho mc phng ng, collagen, hm lng cafeine thp
gip p da v tt cho sc khe? Khi y chnh l c im m ngi tiu dng quan tm v
mong i, mt yu t khc bit ha so vi nhng sn phm khc.
Nhng kt qu kho st trn cho thy, chin lc qung b hnh nh ca Passiona n
ngi tiu dng cn rt hn ch. Trn th trng c ph ha tan hin nay, c rt nhiu i th,
c nhng sn phm ng vng trong tm tr ca ngi tiu dng. Passiona l mt sn
phm cn kh mi m, cnh tranh c cn tp trung hn cho nhng chin dch qung
co, tip th sn phm.
Khi la chn nhng xut v chng trnh khuyn mi th ng u trong s nhng
xut l chn dng th sn phm (28,13%), nh th vi nhng ngi nghe qua sn phm
nhng khng bit cht lng ra sao, h phn vn rng c nn b tin ra mua hay khng?
Knh tip th v phn phi hng ho Passiona vn cha thc s pht trin rng khp v vn
cha gip ngi tiu dng tip cn c vi sn phm.
IV. Ph lc
PHIU KHO ST
Cch tr li
Vi mi cu hi, bn la chn phng n tr li no ph hp vi kin ca mnh v nh du
() vo bn cnh phng n . Xin chn thnh cm n s hp tc ca bn.
Thng tin c nhn ngi c kho st
H v tn: ............................................................Gii tnh:...................Tui...........................
Thng tin lin lc ca bn:
in thoi:..............................................................................................................................
Th in t:............................................................................................................................
1. Bn c thng dng c ph khng?
Rt thng xuyn Thng xuyn
t khi s dng
2. Mc ch ca bn khi s dng c ph?
Hc tp, lm vic

Th gin

Thi quen

C tnh

Khc

3. Bn thng hay s dng loi c ph no sau y?

C ph ha tan
C ph phin
Khc
4. Nu c (s dng qua c ph ha tan), bn c th vui lng cho bit mc m bn
s dng c ph ha tan nh th no?
1 ln/ngy

Nhiu ln/ngy

Vi ln/tun Vi ln/thng

Khc

5. Nu bn s dng qua c ph ha tan th theo bn, nhng c im cn c ca c

ph ha tan l g?
Tin li

Hng v m

Mu sc hp dn

Khc

6. Theo bn, c cn thit c 1 sn phm c ph ha tan dnh cho phi n khng?

Rt cn thit
Cn thit
Cha cn thit hin ti, tng lai c th
7. Nu c 1 sn phm c ph ha tan dnh cho phi n, bn ngh sn phm y nn
p ng c nhng yu cu no?
Tin li
Khng tng cn Khng nh hng sc khe
Gip da khe p Khc
8.
Bn tng nghe qua Passiona mt sn phm c ph dnh cho phi p ca
Trung Nguyn hay cha?
Nghe & kh quan tm
Nghe nhng cha quan tm
Cha nghe
qua
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Trng H M Tp.HCM

Theo bn, l do bn cha quan tm n sn phm:

Qung co cha tht n tng chim

Sn phm khng c nhiu ngi nhc n chim

Khch hng khng quan tm n tn hiu sn phm chim

L do khc

9.
Bn nghe n sn phm Passiona qua knh thng tin no?
TV
Bo ch
Internet
Bn b/ ng nghip/
ngi than
Bng rn/p phch Khc
10. Bn dng th Passiona hay cha?
Nhiu ln
Mt ln
Cha dng ln no
11. Nu bn dng qua sn phm Passiona, bn c nhn xt g v hng v ca sn
phm ny?
Rt ngon
Ngon
Bnh thng
Khng ngon
Rt t
12. Bn c nhn xt g v thit k bao b sn phm Passiona?
p, thu ht, n tng
Bnh thng
Khng p
13. Bn c nhn xt g v thng tin trn bao b sn phm Passiona?
Qu nhiu thng tin
Thng tin va phit thng tin
14. Bn c nhn xt g v tn sn phm Passiona?
n tng, ngha Bnh thng
Khng hay, khng ngha
15. Theo bn, gi ca sn phm c phn Passiona hin nay 32000VND/1 hp (14 gi)
l:
Cao
Hp l
R
xut 25.000 n
28.000/hp.
16. Bn c d dng tm mua sn phm Passiona hay khng?
Rt d
Tng i d
Rt Kh
17. Bn thng tm thy sn phm Passiona u?
Cc h thng siu th

Cc ca hng tp ha s v l

Cc my bn hng t ng

Cc qun c ph

V ch

18. Cm nhn ca bn v chng trnh qung co ca Passiona vi thng ip Hy

ly ti i. V ti sinh ra ch chuyn dnh cho em:
Rt hp dn
Hp dn Bnh thng
Khng thu ht lm
Hon ton ko thu ht
19. Trong tng lai, nu Passiona c nhng chng trnh khuyn mi, th bn a
chung hnh thc no trong s cc hnh thc sau?
Gim gi
Qu tng km
DV h tr
Rt thm trng thng
Dng th
Khc
20. Bn cm thy b thu ht bi chng trnh no trong cc chng trnh sau ca
Passiona?
Din n kt ni am m

Bnh chn i s Passiona

Chng trnh qu tng Passiona c bit

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Trng H M Tp.HCM

21. Yu t no ca Passiona lm bn n tng nht?

(nh s theo mc n tng gim dn, vi 1 l n tng nht, 5 l hon ton khng n
tng)
Tiu ch
L sn phm c ph u tin dnh cho
phi n vi nhng c tnh ph hp tm l
phi p: khng lm tng cn, p da,
Thng ip Hy ly ti i rt th v
Bao b sn phm bt mt, li cun
Tin li ( c th mang i lm, du lch,)
Cht lng sn phm ( hng v m ,
thm ngon,..)

22. Nu khng dng Passiona, bn s s dng nhng sn phm no sau y?

Nescafe
Vinacafe Moment SP khc ca Trung Nguyn
Khc
23. Theo bn, Passiona cn phi ci thin nhng im no lm bn hi lng hn v
sn phm?
............................................................................................................................................
............................................................................................................................................
............................................................................................................................................
............................................................................................................................................
24. nh gi chung ca bn v sn phm Passiona?
...........................................................................................................................................
...........................................................................................................................................
...........................................................................................................................................
...........................................................................................................................................
Chn thnh cm n bn kin nhn tr li ht bng cu hi ny.
Xin chc bn nhiu nim vui v sc kho.

18