K HOCH DIGITAL MARKETING ONLINE

ILLY COFFEE

Trnh By: Nguyn Khnh Duy & V Huy Hiu

BMAV17-Kent International College
11/2012
GII THIU (1)
1933 Francesco Illy thnh lp cng
ty ti Trieste(Italia) ,Francesco Illy
1996 logo Illy - mt hnh vung mu
vi tn thng hiu vit bng
bn nt v mm trng - c thit
k bi ngh s James Rosenquist.
2000 Trng i hc c ph c
thnh lp, mt ni m cc chuyn gia
pha ch v nhng ngi yu thch c
ph,hc ngh thut v vn ha c
ph, t ht cho n tch.

Kent International College - Digital Marketing illy Cafe

GII THIU (2)
2003 D n Illy thnh mt chui
cc qun c ph Illy phong cch -
c thnh lp vo cui nm 2005
c 50 v hn 130 by
quc gia trn ton th gii, by gi
c gi l" Espressamente Illy ".

2007 Cng Ty TNHH TM DV v Gii

Kht ng Dng, cng ty con
thuc s hu ca Tp on Imex
Pan Pacific (IPP Group chnh thc
tr thnh nh phn phi c quyn
c ph mang thng hiu Illy

Kent International College - Digital Marketing illy Cafe

GII THIU (3)

140: cc quc gia m Illy xut hin.

6 triu: cc cafe illy c tiu th mi ngy
50.000 +: s kin, trong Illy c lin quan n hng nm trn ton th gii
700 +: nhn vin trn ton th gii
305 triu : 2010 tng doanh thu bng ng euro (434.000.000 USD)
200 +: Espressamente Illy coffee bar trn ton th gii
4: Xc nhn v cht lng v tnh bn vng
4: Cc c s nghin cu cng ty thnh lp
20 +: i hc ca cc a im c ph trn ton th gii

Kent International College - Digital Marketing illy Cafe

MARKETING ONLINE TH NO?
Xy dng website cho th trng
Vit Nam.

Marketing qua mng x hi: Xy

dng cc trang blog, din n,
FacebookFanpage,YoutubeChannel

Nng cao kh nng xut hin trong

vic tm kim trn mng.

PR Online: S dng hnh thc PR

trc tip v gin tip thng qua cc
thng co bo ch, bi vit PR
Qung co trc tuyn, qung co
hin th, xy dng mng lin kt.

Kent International College - Digital Marketing illy Cafe

 U IM MARKETING ONLINE
Gim ti a chi ph.

Tm ng khch hng,phn khc th trng

r rng.

Truyn ti thng tin nhanh chng.

D thc hin v qun l chin dch.

S pht trin ca cng ngh mi.

Tnh tng tc cao.

Kent International College - Digital Marketing illy Cafe

I TH CNH TRANH

Kent International College - Digital Marketing illy Cafe

HNH THC CNH TRANH
Phn phi trc tip

Ca hng coffee shop

Kent International College - Digital Marketing illy Cafe

 NT RING CA ILLY (1)

Thc khch n Espressamente Illy khng ch thng thc mt tch espresso

hoc cc thc ung tuyt ho khc, m cn tn hng mt phong cch gii tr,
nh thc cc gic quan v kch thch s sng to ca con ngi. Thit k chnh l
cc kin trc s ni ting Luca Trazzi, Claudio Silvestrin v Paolo Navone h
chuyn ti y phong cch quy bar cafe n vi thc khch Vit Nam.

Kent International College - Digital Marketing illy Cafe

 NT RING CA ILLY (2)

Vi mc tiu bo m s cht lng hon ho ca tch cafe, Illy u t mt

chui cc trang thit b hin i nh h thng chun b cafe, my pha cafe v h
thng quy bar thng qua chui quy bar mang phong cch Espressamente Illy
nhm mang n cho thc khch mt mi v hon ton tuyt ho.

Kent International College - Digital Marketing illy Cafe

 NT RING CA ILLY (3)

Vi mong mun mang hng v cafe hng u th gii n vi gii snh cafe
Vit Nam, h thng cafe-bar Espressamente Illy a ra thc n cafe theo
phong cch v cht lng ca , khng ch l nhng thc ung nh espresso v
cappuccino m cn c cc thc ung c bit khc c pha ch t cafe v
cocktail do i hc cafe sng to nn.
Kent International College - Digital Marketing illy Cafe
NT RING CA ILLY (4)

Khi n vi Espressamente Illy bn khng ch c tri nghim cc thc

ung t cafe m cn c thng thc nhng ba n nh theo phong
cch (bao gm cc mn n t bnh m, salad, nhng mn n khai v,
sp) thit lp nn thc n phong ph, a dng cho qu khch
Kent International College - Digital Marketing illy Cafe
NT RING CA ILLY (5)

Bn trong quy bar cafe Espressamente illy, cn c mt ni bn mua

sm, khng ch dnh cho cafe m bao gm tt c cc sn phm t th
gii illy (nhng b tch su tp ca illy), nhng my pha cafe espresso
dnh cho gia nh, nhng tp ch thit k v tp ch v quy bar dnh cho
gia nh, cc tp ch v m thc...

Kent International College - Digital Marketing illy Cafe

 I TNG MARKETING (1)
i tng cho hnh thc coffee shop:

Nhng ngi trung lu, thu nhp kh

Gii doanh nhn v vn phng

Gii tr

Nhng ngi am m cafe

Kent International College - Digital Marketing illy Cafe

 I TNG MARKETING (2)
i tng phn phi

Qun bar-cafe

Cc qun kem c s dng cafe

Cc nh hng, khch sn

Khu resort, trung tm hi ngh

Cc trung tm vn phng

Kent International College - Digital Marketing illy Cafe

 TNG TRIN KHAI

Tin hnh digital
marketing(Xy dng cc
trang blog, din n,
FacebookFanpage,Youtub
eChannel)
T chc cc s kin
qung b illy : Cc bui ra
mt khai trng cho ca
hng mi, cc bui
roadshow,t chc cc s
kin ngy hi Barista Illy lm
nh ti ch cafe

Kent International College - Digital Marketing illy Cafe

 K HOCH TIN HNH

Giai on 1
30/10/2012 15/11/2012 tin hnh qung co trn internet qua cc
trangmng,dinn:Facebook,zing.vn,tapchiamthuc.vn,diadiemanuong.co
m,v.v..
Giai on 2
15/11/2012 25/12/2012 chun b v tin hnh cc bui roadshow v
grand opening ca hng,tin hnh cc hot ng gim gi,u i cho cc
mn capuchino,espresso, Espresso freddo shakerato v Caffe latte
ghiacciato.
Giai on 3
10/1/2013 15/2/2013 ln k hoch chun b v tin hnh s kin ngy
hi Barista

Kent International College - Digital Marketing illy Cafe

CNG C THC HIN

ONLINE
PR/EVENTS

TECHNICAL
SEO

DIGITAL
MARKETING
MOBILE SOCIAL
MARKETING NETWORK

VIRAL
MARKETING

Kent International College - Digital Marketing illy Cafe

 ONLINE PR/EVENTS (1)

Thng xuyn c nhng bi vit gii thiu ILLY v cht lng sn phm v dch v.

Kent International College - Digital Marketing illy Cafe

 ONLINE PR/EVENTS (2)
T chc s kin dp grand opening

nh du s kin c bit ny,

Espressamente Illy mi ng
Michele Pauletic Barista (chuyn
vin pha ch cafe) ni ting th gii
n t trnh din ngh thut pha
ch c o v iu luyn trong ngy
khai trng.

Kent International College - Digital Marketing illy Cafe

 ONLINE PR/EVENTS (3)

Trnh din thi trang xe c Vespa n tng v c o ngay trong nhng ngy
u ra mt

Kent International College - Digital Marketing illy Cafe

ONLINE PR/EVENTS (4)

Mt hnh trnh th v ca roadshow Espressamente Illy cafe, em n hi

th nng nn, lng mn nh nc c knh trn ng ph.

Kent International College - Digital Marketing illy Cafe

TECHNICAL SEO
Chia lm 2 mng chnh

Seo Onpage: ti u thit k v

ni dung website. y l qu
trnh ti u ha Website v
ni dung cc trang trong
Website nhm gip trang web
ca bn tr nn thn thin
hn vi cc My ch tm kim
(Bing, Google, Yahoo...)

Seo Offpage: xy dng lin

kt t cc website khc tr ti
website gc ca bn.

Kent International College - Digital Marketing illy Cafe

WEBSITE
ILLY Vit Nam nn
tin hnh xy
dng website cho
th trng Vit
Nam bng 2 ngn
ng ting Anh &
Vit
Trn web lun
phi cp nhp
nhng sn phm
mi,cc ca hng
ca ILLY
ng tin lin tc
cc s kin,cc
chng trnh hot
ng nh gim
gi,khuyn mi.

Kent International College - Digital Marketing illy Cafe

SOCIAL NETWORK
Mng x hi l phng tin
qung b thnh cng ca
chin dch tip th trc tuyn
trn hai kha cnh

Gip lan truyn thng tin

tch cc, mi l v sn
phm,
Phn hi t ngi tiu
dng tim nng .

Kent International College - Digital Marketing illy Cafe

 VIRAL MARKETING
To thng ip:
a ra mt thng ip ph hp.
Thng ip c th l Video, hnh
nh, mt on text
Mt thng ip mong mun c
phi c mt trong nhng yu t :
tnh hp dn, s t m th v, hoc
mt thng tin c ch cho ngi
nhn.

Kent International College - Digital Marketing illy Cafe

MOBILE MARKETING
Gi tin nhn Brandname n khch hng vi cc ni dung hot ng ca ca hng
nh cc chng trnh khuyn mi, gim gi hoc cc s kin m thm ca hng mi
bng cc ng link dn n trang web ca cng ty.

Kent International College - Digital Marketing illy Cafe

O LNG & HIU CHNH
m bo cho website cho th trng VN sau khi c thit k v a vo s dng phi
c trn 200 ngi xem mi ngy, phi c chiu hng tng ln theo tng thng.

Theo di :
s comment
s lt view topic
s comment tiu cc
s comment ca cc thnh vin uy tn
Tn sut tng tc/phn hi trong ngy ca topic

Xem li kt qu thu c vi nhng mc tiu ra

Kent International College - Digital Marketing illy Cafe

LI KT

Chin dch qung co ny gip cho ILLY thm nhp su

rng vo th trng VN.
Gip cho khch hng c thm nhiu thng tin v thng
hiu cafe v c thm nhiu s la chn mi.
Gip cho cng ty c thm nhiu i tc phn phi.
Gia tng doanh s bn hng v li nhun thu c.

Kent International College - Digital Marketing illy Cafe

Kent International College - Digital Marketing illy Cafe