TRNG I HC THNG MI KHOA THNG MI IN T

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BI THO LUN

Nhm GVHD Lp
Mn

: 8 : Nguyn Hong Giang : 1114BMKT0111

: Marketing cn bn 1.3

H Ni, 2011

Marketing cn bn

GVHD: Nguyn Hong Giang

LI M U

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Marketing cn bn

GVHD: Nguyn Hong Giang A. C S L THUYT

Th trng ch v mc tiu

Chnh sch sn phm Chnh sch gi

Chnh sch phn phi

Chnh sch xc tin

1. Chnh sch sn phm

1.1.

Sn phm

1.1.1. Khi nim Sn phm l bt c th g c th a ra th trng nhm to nn s ch , trao i, s dng hoc tiu th, n c th tha mn mong mun hoc nhu cu; sn phm gm cc i tng vt cht, dch v, con ngi, v tr, cc t chc v c t tng na.
1.1.2. Cu trc sn phm. Bao gm 3 lp: sn phm ct li, sn phm hin hu v sn

phm gia tng 1.1.3. Phn loi sn phm Cn c vo mc ch s dng: Hng tiu dng v hng k ngh Cn c vo bn ca sn phm: hng bn, hng khng bn, dch v. Cn c vo thi quen mua hng ca ngi tiu dng: hng s dng hng ngy, hng mua c la chn, hng mua theo nhu cu c bit, hng mua theo nhu cu th ng. 1.1.4. Chu k sng sn phm
Doanh s, Li nhun Doanh s

Li nhun

Thi gian

Pht trin SP Trin khai

Tng trng

Bo ha

Suy thoi

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Marketing cn bn 1.2. -

GVHD: Nguyn Hong Giang

Chnh sch sn phm

1.2.1. Mc tiu ca chnh sch sn phm m bo kh nng bn. m bo to lp c iu kin sinh li m bo uy tn, nng cao sc cnh tranh v ko di chu k sng ca sn phm. 1.2.2. Vai tr ca chnh sch sn phm. Chnh sch sn phm l nn tng, xng sng ca chin lc Marketing, gip doanh nghip thc hin mc tiu ca chin lc Marketing.
1.2.3. Cc chnh sch sn phm

Chnh sch sn phm bao gm cc chnh sch i vi tng loi sn phm v cc chnh sch i vi phi thc sn phm. Chnh sch i vi tng loi sn phm bao gm: chnh sch nhn hiu sn phm, chnh sch i vi sn phm hin ti v chnh sch sn phm mi; chnh sch i vi phi thc sn phm bao gm cc chnh sch thay i kch thc chiu rng, chiu di v chiu su ca phi thc sn phm.
Th trng ch v cc mc tiu Chnh sch i vi sn phm hin ti Chnh sch i vi tng sn phm Chnh sch pht trin sn phm mi

Phn tch marketing sn phm

Cc chnh sch sn phm

Cc chnh sch bin i phi thc sn phm

2. Chnh sch gi 2.1. Khi nim Chnh sch gi l nhng nguyn tc, nh hng v quan im trong ng x v gi t c mc tiu ca doanh nghip
2.2.

Vai tr:

L yu t to ra thu nhp, li nhun nh hng n th phn, kt qu kinh

doanh. L yu t nh hng n quyt nh mua. L cng c hu hiu thm nhp th trng. 2.3. Cc nhn t nh hng Trang 4/25

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Marketing cn bn chc nh gi.

GVHD: Nguyn Hong Giang

- Cc nhn t bn trong: cc mc tiu marketing, cc chin lc marketing - mix, t

- Cc nhn t bn ngoi: bn cht ca th trng v nhu cu; s cnh tranh; cc nhn

t mi trng khc (lut php,) 2.4. Ni dung chnh sch gi 2.4.1. Mc tiu ca chnh sch gi Mc tiu gi l c th ha mc tiu marketing ca doanh nghip, hay ni cch khc, mc tiu marketing v gi cng l mc tiu marketing ca doanh nghip. Thng thng c cc mc tiu: mc tiu tn ti, mc tiu doanh thu ti a, mc tiu li nhun ti a, mc tiu dn u th trng v cc mc tiu khc. 2.4.2. Quy trnh xc lp gi Bc 1: La chn mc tiu nh gi Bc 2: Xc nh nhu cu Bc 3: Tnh ton chi ph Bc 4: Phn tch gi v cho hng ca i th Bc 5: La chn phng php nh gi Bc 6: La chn mc gi cui cng
2.4.3. Cc chnh sch gi

Trn c s phn tch cc nhn t quyt nh mc tiu, doanh nghip phi a ra cc quyt nh chnh sch gi.
- Chnh sch gi tng quan gi th trng: bao gm chnh sch gi thp, chnh sch

gi cao, chnh sch gi ngang bng th trng.

- Chnh sch gi sn phm mi: bao gm chnh sch gi sn phm i mi, chnh

sch gi sn phm mi bt chc.

- Chnh sch gi sn phm hn hp: bao gm chnh sch gi chui sn phm, chnh

sch gi sn phm ty chn, chnh sch gi sn phm km theo bt buc, chnh sch nh gi sn phm ph, chnh sch nh gi c l.
- Chnh sch iu chnh gi theo tnh hung: bao gm chnh sch gi cng, chnh

sch gim gi tnh hung.

- Chnh sch gi tnh th marketing: chnh sch gi khng phn bit, chnh sch gi

khng phn bit.

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Marketing cn bn khuyn mi, chnh sch thay i gi. 3. Chnh sch phn phi
3.1. Khi nim phn phi

GVHD: Nguyn Hong Giang

- Cc chnh sch gi khc: chnh sch gi theo nguyn tc a l, chnh sch nh gi

Phn phi trong marketing l nhng quyt nh a hng ha vo knh phn phi, mt h thng t chc v cng ngh iu ha, cn i, hng ha tip cn v khai thc hp l nht nhu cu ca th trng, a hng ha t ni sn xut n khch hng cui cng nhanh nht v nhm t li nhun ti a. 3.2. Cc nhn t nh hng Hot ng phn phi chu nh hng ca cc nhn t: c im doanh nghip, c im ca trung gian, knh ca i th, c im mi trng, c im sn phm.
3.3. Cc chnh sch phn phi

C 4 loi chnh sch phn phi hng ha ch yu: Chnh sch t chc knh: bao gm chnh sch knh trc tip, knh phn phi ngn v knh phn phi di. Chnh sch cng phn phi: bao gm chnh sch phn phi khng hn ch, chnh sch phn phi c quyn, chnh sch phn phi chn lc. Chnh sch quan h knh phn phi: tc l xc nh knh vi nhng thnh vin c mi quan h rng buc nhau v nhng li ch nht nh. Bao gm: chnh sch knh thng thng, chnh sch knh tip th dc, chnh sch a knh v chnh sch knh tip th ngang. Chnh sch phn phi vt cht: cung cp ng mt hng, ng s lng v vt cht vo ng ni, ng lc vi chi ph ti thiu. Bao gm: chnh sch thc hin n hng, chnh sch d tr v kho, chnh sch vn chuyn hng ha. 4. Chnh sch xc tin thng mi
4.1. Bn cht v vai tr ca xc tin thng mi

4.1.1. Khi nim Xc tin thng mi l mt hot ng marketing c bit v c ch ch c nh hng vo vic cho hng, chiu khch v xc lp mt quan h thun li nht gia doanh nghip v bn hng ca n vi tp khch hng tim nng trng im nhm phi thuc, trin khai nng ng chin lc v chng trnh marketing mix la chn ca doanh nghip. Nhm 8_1114BMKT0111 Trang 6/25

Marketing cn bn 4.1.2. Bn cht ca xc tin thng mi

GVHD: Nguyn Hong Giang

Xc tin thng mi l hot ng c nh hng (sn phm, dch v, thng hiu) v l mt qu trnh mang tnh hai chiu: kt ni sn xut v tiu dng; ngi sn xut c th gim c chi ph v ri ro trong kinh doanh.
4.1.3. Vai tr ca xc tin thng mi - Xc tin l cng c marketing mix em li hiu qu kinh doanh cho doanh

nghip. Nh s dng cc cng c xc tin m c th chuyn dch ng cu theo hng tch cc.
- L h thng truyn tin gia doanh nghip v khch hng, gia cung v cu, nhm

qun tr qu trnh mua ca khch hng theo thi gian, ng thi tc ng vo nhu cu cho ph hp vi s pht trin ca khoa hc k thut (truyn tin sn phm mi)
- Thng qua xc tin, da vo phn ng ca khch hng trn th trng c th kim

tran c chnh sch marketing mix. 4.2. Ni dung ca chnh sch xc tin thng mi 4.2.1. Xc nh i tng nhn tin 4.2.2. Xc nh mc tiu ca xc tin thng mi 4.2.3. Xc nh ngn sch ca xc tin thng mi 4.2.4. Xc nh phi thc xc tin thng mi
4.3. Cc cng c xc tin thng mi c bn 4.3.1. Qung co

L bt k mt hnh thc c ng, gii thiu phi c nhn no phi tr tin v hng ha v dch v bi mt ngi qung co xc nh. c trng: Tnh i chng, tnh lan truyn, tnh khuch i, tnh c thoi. 4.3.2. Xc tin bn L nhng khuyn khch ngn hn va mua hoc bn sn phm v dch v c trng: s truyn tin, s khch l, s hp dn li cun. 4.3.3. Quan h cng chng L tp hp cc chng trnh c thit k c ng hoc bo v hnh nh v nhng sn phm ca doanh nghip c trng: tin cy cao, vt qua s k th ca khch hng, tc ng n nhng khch hng trnh n ngi bn v qung co v kch tnh ha. 4.3.4. Bn hng c nhn Nhm 8_1114BMKT0111 Trang 7/25

Marketing cn bn

GVHD: Nguyn Hong Giang

L s gii thiu bng ming v hng ha v dch v ca ngi bn thng qua i thoi vi mt hoc nhiu khch hng tim nng nhm phc v mc ch bn hng. c im: c nhn i mt, s xy dng v p ng trc tip. 4.3.5. Marketing trc tip L vic s dng mt s cng c tip xc phi c nhn nh th t, in thoi, mng my tnh, truyn tin hoc yu cu s p ng t pha khch hng hin ti hoc tim nng. c im:
- Tnh ring bit: thng ip i vi tng c nhn, khng nh hng n ngi khc.

- Tnh ph hp vi tng khch hng: thu ht tng c nhn khch hng c th. - Tnh khn trng: thng ip c chun b rt nhanh dung ng cho khch hng. - Tnh tng h: thng ip c th bin i ty thuc vo phn ng ca c nhn khch hng.

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Marketing cn bn

GVHD: Nguyn Hong Giang

B. MI TRNG V CC CHNH SCH MARKETING

CA CNG TY COCA-COLA VIT NAM

I. Gii thiu khi qut v cng ty Coca Cola Tri qua hn 100 nm k t ln u tin gii thiu n cng chng Atlanta nm 1886 v chnh thc ng k nhn hiu nm 1893, Coca-Cola lun phn chiu nhng bc chuyn ca thi gian, lun bt nhp vi nhng i thay cha tng thy ca ton cu. T Chu u - ni mt th trng hp nht ang mang n nhng c hi ht sc hp dn, n Chu M La-tinh - ni nhng nn kinh t ang hi phc cho php khai thc nhng tim nng y ha hn, Coca-Cola lun th hin s li cun tuyt vi. V trong nhng giai on bin chuyn , vn bt bin rng nhu cu gin n ca mi ngi c gii kht cho sng khoi , ang v s c Coca-Cola p ng tt hn bt k sn phm no khc tng c to ra. T tin bc ti th k mi, Coca-Cola vn s l biu tng trng tn, mt biu tng v cht lng, s chnh trc, gi tr, sng khoi v nhiu hn th na. 1.1. Tp on Coca Cola 1.1.1. Nhng mc thi gian quan trng

8.5.1886: ti Bang Atlanta Hoa K, dc s John S. Pemberton ch ra mt loi sy-r c hng thm c bit v c mu caramen, cha trong mt bnh nh bng ng. ng em chic bnh ny n hiu thuc ca Jabco, hiu thuc ln nht Atlanta thi by gi v cho ra mt cng chng vi gi 5 xu mt cc. Ngay sau ngi tr l ca John l ng Frank M. Robinson t tn cho loi sy-r ny l Coca-Cola.

1891: ng Asa G. Candler mt dc s ng thi l thng gia Atlanta nhn thy tim nng to ln ca Coca-Cola nn ng quyt nh mua li cng thc cng nh ton b quyn s hu Coca-Cola vi gi 2,300 USD.

1892: Candler cng vi nhng ngi cng tc khc thnh lp mt cng ty c phn ti Georgia v t tn l Cng ty Coca-Cola. 1892: Asa G. Candler t tn cho cng ty sn xut ra syr Coca-Cola l cng ty Coca-Cola. 1893: Thng hiu Coca-Cola ln u tin c ng k quyn s hu cng nghip.

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Marketing cn bn

GVHD: Nguyn Hong Giang

1897: Coca-Cola bt u c gii thiu n mt s thnh ph Canada v Honolulu. 31.1.1899: Mt nhm thng gia gm Thomas & Whitehead cng vi ng nghip J.T. Lupton nhn c quyn xy dng nh my ng chai vi mc ch ng chai v phn phi sn phm Coca-Cola n khp mi ni trn nc M.

1906: nh my ng chai u tin c thnh lp Havana, Cuba. 1919: Coca-Cola c bn cho Ernest Woodruff - mt ch ngn hng Atlanta. Bn nm sau, Ernest Woodfuff c bu lm Ch Tch iu Hnh Cng Ty, bt u su thp k lnh o v a Cng ty Coca-Cola n mt tm cao mi m khng mt ngi no c th m thy.

n thi im ny, Coca-Cola c mt hn 200 nc trn th gii. 1.1.2 Slogan

1886 - Drink Coca-Cola. 1923 - Enjoy life 1952 - What you want is a Coke. 1957 - Sign of good taste. 1959 - Be really refreshed. 1969 - It's the real thing 1982 - Coke is it! 1993 - Always Coca-Cola. 2001 - Life tastes Good. 2006 - The Coke Side of Life. 2008 - Unity on the Coke side of Life

1.1.3 S mng Cht Lng Lun L Hng u Ti Coca-Cola, cht lng khng ch th hin qua v gic, th gic, nh lng hay qun l, m cn th hin qua mi cng on, cha ng trong nhng iu chng ti lm. T ch bin, bao b n chit rt, mi th nu cht lng khng t 100% u khng c thng qua. Khch hng ca chng ti trn ton th gii l nhng ngi ng c thng thc nc gii kht c cht lng tt nht. 1.1.4 Gi tr thng hiu Nhm 8_1114BMKT0111 Trang 10/25

Marketing cn bn

GVHD: Nguyn Hong Giang

Theo Interbrand, Coca Cola ng u trong danh sch 100 thng hiu c gi tr nht th gii vi gi tr 70,452 triu USD (2010) tng 2% so vi nm 2009 1.1.5 Cc khu vc hot ng Trn th gii, Coca-Cola hot ng ti 5 vng: Bc M, M Latinh, Chu u, u & Trung ng, Chu , Chu Phi Chu , Coca-Cola hot ng ti 6 khu vc: Trung Quc, n , Nht Bn, Philipin, Nam Thi Bnh Dng & Hn Quc (c, Indonesia, Hn Quc & New Zealand), khu vc pha Ty v ng Nam Chu (SEWA)
1.2. Cng ty Coca Cola Vit Nam

1.2.1. Nhng mc thi gian quan trng

1960: Ln u tin Coca-Cola c gii thiu ti Vit Nam. Thng 2 nm 1994: Coca-Cola tr li Vit Nam v bt u qu trnh kinh doanh lu di. Thng 8 nm 1995: Lin Doanh u tin gia Coca-Cola ng Dng v cng ty Vinafimex c thnh lp, c tr s ti min Bc. Thng 9 nm 1995: Mt Lin Doanh tip theo ti min Nam mang tn Cng ty Nc Gii Kht Coca-Cola Chng Dng cng ra i do s lin kt gia Coca-Cola v cng ty Chng Dng ca Vit Nam.

Thng 1 nm 1998: Thm mt lin doanh na xut hin ti min Trung - CocaCola Non Nc. l quyt nh lin doanh cui cng ca Coca-Cola ng Dng ti Vit Nam, c thc hin do s hp tc vi Cng ty Nc Gii Kht Nng.

Thng 10 nm 1998: Chnh Ph Vit Nam cho php cc Cng ty Lin Doanh tr thnh Cng ty 100% vn u t nc ngoi. Cc Lin Doanh ca Coca-Cola ti Vit Nam ln lt thuc v quyn s hu hon ton ca Coca-Cola ng Dng, v s thay i ny c thc hin trc tin bi Cng ty Coca-Cola Chng Dng min Nam.

Thng 3 n thng 8 nm 1999: Lin doanh ti Nng v H Ni cng chuyn sang hnh thc s hu tng t. Thng 6 nm 2001: Do s cho php ca Chnh ph Vit Nam, ba Cng ty Nc Gii Kht Coca-Cola ti ba min hp nht thnh mt v c chung s qun l

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Marketing cn bn Minh.

GVHD: Nguyn Hong Giang

ca Coca-Cola Vit Nam, t tr s ti Qun Th c Thnh Ph H Ch T ngy 1 thng 3 nm 2004: Coca-Cola Vit Nam c chuyn giao cho Sabco, mt trong nhng Tp on ng Chai danh ting 1.2.2. Gi tr u t Cng ty Coca-Cola u t ng k Vit Nam, tng cng trn 150 triu la M t nm 1994 pht trin th trng. 1.2.3. Cc Nh My ng Chai Cc sn phm nc gii kht Coca-Cola c sn xut ti ba nh my ng chai t ti Thnh Ph H Ch Minh, H Ni v Nng.
1.2.4.

Cc loi sn phm

Coca-Cola, Fanta Cam, Du, Tri Cy, Sprite, Diet Coca-cola, Schweppes, Crush Sarsi, Nc ng chai Joy, Nc ung tng lc Samurai, Sunfill
II. Khi qut mi trng marketing ca cng ty Coca Cola

1. Mi trng v m Mi trng kinh t Tc tng trng kinh t

Nm Mc tng trng (%) 2005 8.4 2006 8.2 2007 8.4 2008 6 2009 5.32 2010 6.78

Kinh t Vit Nam ang phc hi nhanh chng sau tc ng ca khng hong kinh t ton cu. Kinh t tng trng dn n chi tiu ca khch hng nhiu hn, cng ty c th m rng hot ng v thu c li nhun cao. Mc li sut: Li sut c bn vo nm 2008 dao ng mnh t 14% - 8.5%, nm 2009 l 7%, nm 2010 l 9%. Li sut cng cao cng gy kh khn cho doanh nghip trong vic vay vn u t, m rng sn xut,
1.1.1. Lm pht:

Lm pht Vit Nam cao. Mc lm pht nm 2007 l 16.33%, nm 2008 l 22.97%, nm 2009 l 6.88%, 2010 l 11.75%. Lm pht tng cao, gi c cc mt hng s gia tng, ngi tiu dng c gng ct gim nhng chi tiu khng cn thit, tiu dng gim. Hn na, kinh t bt n s gy kh khn cho hot ng kinh doanh ca cc cng ty.

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Marketing cn bn Mi trng cng ngh

GVHD: Nguyn Hong Giang

Cng ngh ngy cng pht trin v c ng dng rng ri. Cc ng dng cng ngh hin nay trong ngnh gii kht tp trung vo quy trnh sn xut v ci tin bao b sn phm, n lc trong vic gim lng nc v nng lng s dng trong sn xut cng nh ti ch hoc thu mua li cc chai, can, l, tng sn xut v chai thn thin vi mi trng, d ti ch ang c nghin cu v ng dng nh: V chai PlantBottle c lm t nha v 30% thnh phn t cy ma v mt ng tinh ch, c th ti ch 100%. Vic sn xut loi v chai ny s gip gim 30% lng kh thi CO2 so vi cc loi v chai PET ch yu lm t du m hin nay 1.2. Mi trng vn ha x hi Ngi tiu dng tr Vit Nam rt nng ng, sng to, mun th hin bn thn. Theo kt qu kho st ca Cng ty TNS trn 1.200 ngi, sinh sng TP HCM v H Ni, cho thy c n 85% ngi c phng vn tr li rng sc khe i vi h cn quan trng hn c s giu c. Vi thay i, cng ty trong ngnh cn c nhng chnh sch m bo an ton cht lng sn phm, quan tm hn n vn sc khe ngi tiu dng. Trong hot ng Marketing cn nhn mnh vn sc khe. Trong gii tr ngy cng nhiu ngi thch tr chi in t gii tr hn l xem truyn hnh. iu ny mang li c hi mi cho cc nh lm qung co trn th gii. Cc nh Marketing ca Coca Cola cng khng ng ngoi cuc khi khai thc ta game cng thnh-phng th danh ting Siege Mi trng nhn khu hc Dn s Vit Nam hin nay khong 86 triu ngi, bnh qun mi nm tng 947 nghn ngi. Vit Nam l mt quc gia a chng tc: c 54 nhm dn tc, trong ngi Vit l ng o nh vi 86% v sng tp trung ti khu vc ng bng. Vit Nam ang trong thi k c cu dn s vng, thi k m nhm dn s trong tui lao ng cao gn gp i nhm dn s trong tui ph thuc. Tuy nhin, nc ta cng bt u bc vo thi k gi ha dn s. Mc sng dn c ngy mt nng cao, trong chng mc no , iu ny s tip tc nh hng n thi quen tiu dng v li sng ca ngi Vit Nam.

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Marketing cn bn

GVHD: Nguyn Hong Giang

Dn s ng v tng ln mi nm, dn s tp trung ch yu ng bng, v cc thnh ph ln, v vy khu vc ny l th trng ch yu. C cu dn s vng s em li c hi cho cc cng ty trong ngnh c c ngun lao ng tr, c tay ngh. Mi trng ton cu Cc vn ton cu hin nay gy nh hng mnh m n hot ng kinh doanh ca cng ty nh: nhim mi trng, s khan him ngun nguyn liu hay gi nng lng ha thch ngy cng tng. 1.3. Mi trng chnh tr php lut H thng php lut tc ng n cc doanh nghip ngy cng gia tng: Lut chng c quyn, quyn s hu tr tu, bng pht minh sng ch, s to ra c hi cnh tranh lnh mnh gia cc cng ty trong ngnh. Vi s pht trin hin nay ca cc nhm bo v li ch ngi tiu dng s l mt e da vi cc cng ty v iu ny s lm tng v th ca ngi tiu dng ln, buc cng ty phi c trch nhim hn v an ton sn phm, qung co trung thc v c vn ha, 2. Mi trng vi m III. Phn tch cc chnh sch marketing ca Coca Cola 1. Chnh sch sn phm Coca-Cola l cng ty hot ng trong lnh vc ung, bao gm cc loi nc ung, nc ung khng cn v nc ung c ga. Cng ty to ra rt nhiu loi nc ung vi mi v, mu m khc nhau p ng nhu cu a dng ca khch hng. Coca-Cola trin khai trn th trng Vit Nam cc dng sn phm nh sau: STT 01 02 03 04 05 06 07 08 09 10 Tn sn phm Coca-Cola Coca-Cola Light Sprite Fanta (du, cam, tri cy) Nc cam Minute Maid Teppy Quy cch ng chai Chai thy tinh, lon, chai nha Lon Chai thy tinh, lon, chai nha Chai thy tinh, lon, chai nha Chai thy tinh, chai PET 330ml v 1000ml

Sa tri cy Minute Maid Nutri ngon-khe Chai PET 300ml (cam, du) Nc ung tng lc Samurai Chai thy tinh, lon, bt Nc ng chai Joy Chai PET 500ml v 1500ml Schweppes (Tonic, Soda chanh) Chai thy tinh, lon, chai nha Crush Sarsi Chai thy tinh, lon Trang 14/25

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Marketing cn bn

GVHD: Nguyn Hong Giang

11 Nc tinh khit Dasani Chai PET 500ml 12 Bt tri cy Sunfill (cam, da) Gi 20g Ngoi sn phm chnh l nc ngt khng cn c ga, cng ty cn a ra th trng cc loi nc tri cy, nc ung tinh khit, nc tng lc nhm p ng nhu cu a dng ca khch hng. Coca-Cola khng ngng ci tin cc sn phm c mt trn th trng, b sung thm hng v cho cc sn phm nhm kch thch ngi tiu dng hay thay i kiu dng bao b sn phm nhm lm ti mi sn phm . Ngoi vic cng c cc loi sn phm c mt trn th trng, Coca-Cola cng khng ngng nghin cu v cho ra mt th trng nhng sn phm mi. u thng 5/2010, Coca-Cola tung ra th trng sn phm nc cam Minute Maid Teppy - nc cam c tp u tin trn th trng bo qun trong chai nha PET c o, sn phm Minute Maid Teppy mang n mt phong cch thng thc di ng tin dng v hin i cho gii tr. Cui nm 2010, Coca-Cola ra mt th trng sn phm nc tinh khit ng chai Dasani vi thng ip Xon chai rng v a nc sch v cng ng, vi thng ip nh vo mi quan tm ca nhiu ngi hin nay l nc sch cng vi vic to ra bao b sn phm khc hn so vi cc loi sn phm nc tinh khit khc, Dasani ha hn s thnh cng ln trong th trng nc ung ti Vit Nam. Mi y nht, Coca-Cola hp tc cng Nestea chnh thc gii thiu sn phm Tr xanh Real Leaf. y l sn phm u tin trn th trng kt hp tr xanh nguyn cht 100% vi ba thnh phn thin nhin hu ch Bng cc, La hn qu v Nhn sm. Vi khu hiu Chn Real Leaf, c hn c tr, ngi ung va c thng thc tr xanh m li thu np c nhng thnh phn c li cho sc khe t Bng cc, La hn qu v Nhn sm. Trong bi cnh hin nay c rt nhiu ngi quan tm ti sc khe, Tr xanh Real Leaf ra i mang ti mt sn phm c li cho sc khe ngi tiu dng, v th y c th coi l mt bc i ng n ca Coca-Cola. Cch Coca-Cola vn hnh mt doanh nghip pht trin bn vng bt u t vic cung cp sn phm cht lng cho ngi tiu dng. Tp on Coca-Cola duy tr mt tiu chun cht lng ng nht, tun th theo mt qui chun nghim ngt v cht lng v an ton sn phm a ti khch hng nhng sn phm cht lng nht. Cng ty thc hin chnh sch kt ni sn xut kinh doanh vi cc mc tiu cht lng v qui c hai v cng mt thc o ng nht qun l hot ng. Coca-Cola cng phi hp cc bin php phng b, mt cng c qun l vi cc qui chun nghim ngt hn mi Nhm 8_1114BMKT0111 Trang 15/25

Marketing cn bn

GVHD: Nguyn Hong Giang

khi gii thiu sn phm v dch v mi; a tiu chun HACCP vo h thng tiu chun ca cng ty; qun l ri ro ca Cng ty, qun l hot ng ng chai v c h thng phn phi sn phm; ch r cc phng php gii quyt vn v cc cng c duy tr cht lng ng nht ngy cng hon thin. Cng vi , Coca-Cola cng ang pht trin nhng sn phm c li cho sc khe ngi tiu dng v nhng sn phm thn thin vi mi trng nh nc tinh khit Dasani, tr xanh Real Leaf, nc cam Minute Maid Teppy, Sa tri cy Minute Maid Nutri ngon-khe

u im ca chnh sch sn phm:

Coca-Cola a ra th trng nhng sn phm nc ngt khng cn c ga ph hp vi gii tr Vit Nam nng ng, t tin v thch th hin bn thn. Bn cnh , Coca-Cola cng khng ngng ci bin cc sn phm nhm a n nhng sn phm ti mi hn ti tay ngi tiu dng. Cc sn phm ca Coca-Cola rt a dng, ph hp vi mi la tui, mi i tng khch hng, gip Coca-Cola ngy cng m rng th trng tiu th sn phm, a thng hiu Coca-Cola ti tt c mi ngi.

Nhc im ca chnh sch sn phm:

Tuy ch trng rt nhiu ti cht lng sn phm nhng Coca-Cola vn khng trnh khi sai st khi khch hng khiu ni v cht lng sn phm, v d nh v vic hai chai nc cam p Splash cn hn s dng, cha bt np nhng tp cam trong b mc xanh mc hay chai nc cam p Splash c vt th l 2. Chnh sch gi Coca-cola l mt doanh nghip rt thnh cng trong s dng chnh sch gi ca mnh, h dng chnh sch gi trong vic thm nhp th trng mi, nh v v tr trn th trng v cng s dng chnh sch gi l phng tin cnh tranh vi cc i th ca mnh trn th trng. San phm cua Coca Cola inh gia da trn gi tr sn phm m ngi mua nhn thc c. thay bng vic quan tm ti chi ph sn xut nh gi sn phm th Coca-cola li nh gi sn phm ca mnh theo gi tr m ngi mua cm nhn c. Ho s dung nhng yu t chi phi gia ca trong marketting-mix xy dng gia tri c cam nhn trong tm tri ngi mua, gia c inh ra da trn s cam nhn o. Chin lc inh gia Coca Cola xm nhp thi trng: Nu nh cc doanh nghip khc khi thm nhp th trng mi h thng nh gi kh cao cht lc th trng. Khi Nhm 8_1114BMKT0111 Trang 16/25

Marketing cn bn

GVHD: Nguyn Hong Giang

, Coca Cola chon chin lc inh gia san phm tng i thp khi thm nhp thi trng, vi hi vong rng vi mc gi hp l, h se thu hut c lng ln khach hang va at c thi phn ln. T , c th pht trin th trng bng vic tng doanh s bn v gi ca sn phm. inh gia chit khu: Vic mua nhiu sn phm hay thanh ton tin trc hn s gip cho doanh nghip sn xut n nh hn. Xc nh c iu quan trng ny, Coca Cola iu chinh gia cua minh thng cho nhng khach hang thanh toan trc thi han, mua khi lng ln. Chit khu tra tin mt la s giam gia cho nhng khach hang nao mua va thanh toan tin ngay, chit khu theo s lng la s giam gia cho nhng khach hang mua san phm vi s lng ln. inh gia phn bit theo dang san phm: Theo cach inh gia nay cac th kiu san phm va cac mt hang cua Coca cola c inh gia khac nhau, nhng sn phm khc nhau th s c gi bn trn th trng l khc nhau, nhng mc gi chnh lch ti l vi chi phi tng ng cua chung. inh gia theo loai san phm: Doanh nghip Coca Cola thng san xut nhiu loai san phm va mt hang ch khng phai mt th duy nht. Chung khac nhau v nhan hiu, hinh thc, kich c, tinh nng, tac dungdo o chung c inh gia cac thang bc khac nhau. Hin nay, gia cua san phm Coca Cola thi trng vit nam cao hn so vi cac san phm cung loai tng ng, tuy nhin mc chnh lch khng cao. Coca cola Pepsi Chai 390ml 6000 5500 1.5l 16000 Lon 330ml 6500 7000 Ngay t khi mi thnh lp, mc tiu ca Coca Cola l chim lnh nhng th trng ln nht ch khng dn tri th trng ca mnh trn ton th gii. Khng nh nhiu hng nc ngt trn th gii lun tm cch m rng th trng ca mnh n bt c ch no c th th Coca Cola lun kin nh vi nhng th trng truyn thng. Hng nm nhng khon u t ca Coca Cola vo cc th trng truyn thng lun chim t 70 n 80% tng u t ca hng. Nhng khon u t ny dnh nhiu cho qung co, nng cao cht lng sn phm cng nh cc chin lc marketing khc. Mc tiu ca Coca Cola lun l khch hng khi nhc n ung nc ngt l nh ngay n cc sn phm ca Coca Cola. Coca Cola khng h tic cc khon tin tr gi hng triu USD cho cc hp ng qung ln. Nhiu khch hng rt Nhm 8_1114BMKT0111 Trang 17/25

Marketing cn bn hng.

GVHD: Nguyn Hong Giang

n tng vi cc qung co ca Coca Cola, t n tng lun c vi ung ca Vic xac inh mc gia chao hang, gia ban, gia san phm mi, vi muc tiu chim linh thi trng va chim thi phn ln, Coca Cola chon chin lc inh gia san phm tng i thp nhm thm nhp thi trng, vit nam, khi pepsi vao trc, ho a anh bt ht cac i thu khac tai vit nam, Coca Cola nhay vao thi i thu chinh cua Coca la Pepsi, va ngi vit nam vn thich nhng th co gia ca phu hp, re. Vi vy, mun thm nhp c thi phai co chinh sach gia phu hp vi cht lng san phm va kha nng chi tra cua ngi tiu dung. Vic ra quyt inh iu chinh va thay i gia trong iu kin mi trng kinh doanh lun bin i: mi trng kinh doanh lun lun bin i,canh tranh, chinh sach cua nha nc, phap lut, lam phat, tuy nhin gia ca cua san phm coca cola it bi thay i. Vic la chon nhng ng x thich hp trc nhng hoat ng canh tranh qua gia ca. Nht la trc i thu ln la pepsi, coca cola a bo ra nhng chi phi khng l hang triu la danh cho quang cao, cac chng trinh khuyn mai, nng cao cht lng san phm,nh vy ma san phm cua coca cola a len loi vao tng ngo nghach, chim thi phn khng nho so vi pepsi,mc du vao vit nam mun hn.

u im cua chinh sach gia:

Gi c hp l, phu hp vi tm li ngi Vit Nam, o la thich dung san phm gia re, cht lng tt, vic xac inh mc gia chao hang tng i thp giup coca cola nhanh chong gianh c thi phn tai thi trng Vit Nam, dn dn thm nhp thi trng va co li th canh tranh so vi Pepsi. Coca cola inh gia da trn cam nhn v gia tri cua ngi mua,ngi tiu dung anh gia v cht lng san phm, da vao o inh gia cho san phm. Khach hang khi mua hang cam thy co s phu hp gia gia ca, s thoa man khi dung san phm, ho se sn sang tiu dung san phm cua cng ty. Trong iu kin mi trng kinh doanh lun bin i, nhng gia cua san phm coca cola it bi bin i, iu nay giup duy tri s lng khach hang,va tng s lng khach hang, t o tng doanh s ban va tng li nhun. nh gi chit khu: phn ln doanh nghip cocacola s iu chnh gi ca mnh thng cho nhng khch hng thanh ton trc thi hn, mua khi lng ln,Chit khu tr tin mt l s gim gi cho nhng khch hng no mua v thanh ton tin Nhm 8_1114BMKT0111 Trang 18/25

Marketing cn bn

GVHD: Nguyn Hong Giang

ngay, Chit khu theo s lng l s gim gi cho nhng khch hang mua sn phm vi s lng ln. iu nay khuyn khich khach hang mua san phm vi s lng ln, kich thich tiu dung. inh gia theo dang san phm co nhiu u im, co nhiu mc gia vi nhiu san phm cho khach hang co nhiu la chon hn. Coca cola co nhng ng x phu hp vi cac hoat ng canh tranh v gia ca trc i thu ln la pepsi, bng cach u t nhiu vao quang cao, khuyn mai, t chc cac chng trinh quang cao san phm, nh o ma coca cola chim c thi phn va lun co th canh tranh vi cac i thu khac.

Nhc im

Tuy xac inh mc gia thm nhp thi trng la tng i thp, nhng gia san phm cua coca cola vn cao hn so vi gia san phm tng t trn thi trng. iu nay vn han ch sc manh canh tranh cua coca cola vi pepsi. Ban u cocacola bn vi gi u i cho cc qun cc bn va h s dn n kh khn khi mun tng gi v sau, khi sn phm c a chung. a ra mc gi thp, bnh dn Coca s mt i 1 th phn ca nhng ngi c thu nhp cao. Khi h xem Coca l nc ung khng ph hp v h s i tm loi nc ung cao cp hn. 3. Chnh sch phn phi Cocacola l tp on sn xut nc ngt ln nht th gii. N thnh cng nhiu nc trn th gii nn khi xm nhp vo th trng Vit Nam Cocacola vn chn mt chin lc ph v ton b th trng. Coca c tr s ln lt l min Bc (HN), min Trung( Nng), min Nam (Tp HCM) v dn m rng ra cc thnh ph ln cn. Cocacola l thng hiu c nh v trong u khc hng nh nc ngt gii kht c gas s 1 th gii mt sn phm ca nhn hiu hng u th gii. Hin nay cocacola vn gi vng ngi u trong bn danh sch cc thng hiu hng u. Coca cola l thng hiu ton cu, nhn hiu ny c 98% dn s th gii bit n. L mt sn phm gii kht lm cho con ngi tnh to v khe khon tr li em li s sng khoi tuyt vi, cocacola vn gi vng biu tng ca s tin cy, s c o vn c v s sng khoi tuyt vi. Nm 2001, Chnh Ph Vit Nam ng cho php ba nh my ng chai sp nhp theo c cu qun l tp trung, trong , nh my ng chai Coca-Cola Vit Nam thnh Nhm 8_1114BMKT0111 Trang 19/25

Marketing cn bn

GVHD: Nguyn Hong Giang

ph H Ch Minh gi vai tr qun l. Hai nh my ng chai H Ni v Nng hin ang hot ng nh hai chi nhnh ca cng ty Coca-Cola Vit Nam khu pha Bc v min Trung. Vi ba nh my sn xut ba min Bc, Trung, Nam to iu kin cho cng ty c th m rng mng li phn phi cc min, cung cp y sn phm cho cc i l ba khu vc ny. i vi sn phm nc gii kht, khu phn phi rt quan trng, Pepsi vo th trng Vit Nam trc nn nm c nhiu nh phn phi hn Coca-Cola, v vy coca vn tip tc m rng mng li phn phi, thng qua cc i l, cc qun c ph, nc gii kht, nh hang Thu ht cc i l bng cch gia tng cc hot ng h tr cho cc i l nh: tng d, h tr trang tr ca hng, h tr ti chnh. Khi mi bt u xm nhp thi trng vit nam, ngy ngy, Coca-cola vn bn b trong chin dch xm ln th phn ca mnh. H s dng nhng ngi bn l, y do nhng chic xe 3 bnh nh i bn do trn h ph, ng thi i su vo tn hang cng ng hp ca Thnh ph (ni c th nhng vi bch tuc ca h thng phn phi ca Pepsi cn b st). Nhng ngi bn do bng xe y ca coca-cola bn ra mt chai coca vi gi ch c 2 ngn ng, trong khi ngoi qun c-ph mt chai Pepsi c gi l 5 ngn ng, cn nh hng l 9 ngn ng. D nhin, Coca-cola khng t hy vng vo doanh thu ca tng chai nc ngt (c bn do), m ch yu h tip th khu vcho khch hng, ng thi tip th lun nhng qun cc nh b trong hm ly hng ca Coca vi gi u i, bng cch to ra th phn cho hng Coca. Vi tnh hnh cnh tranh trn, ngi Thnh ph c dp chng kin hai hnh nh tri ngc nhau. Trong khi nhng chic xe ti nh mang hnh nh ca thng hiu Pepsi ung dung ch hng ti b cho cc i l v qun c-ph th ngi ta li thy nhng chic xe 3 bnh nh xu ca Coca-cola c y i bn do trn h ph v trong cc con hm y c l cng l mt chiu thc c o trong vic chim th phn ca Coca, v y xe bn do l mt trong nhng hnh nh thn quen trong cuc sng th ca ngi Vit Ta c th thy s phn phi khng hn ch sn phm ca cng ty Coca-Cola qua vic sn phm ca cng ty c mt hu ht tt c siu th, i l bn hngch yu l min Bc. V th sn phm ca Coca rt tin li d tr, bo qun, trng by v cho hng rng ri. Mc bao ph th trng ca sn phm rt cao. Chng ta c th d Nhm 8_1114BMKT0111 Trang 20/25

Marketing cn bn

GVHD: Nguyn Hong Giang

dng mua mt chai coca hay cc sn phm khc ca cng ty cocacola bt k ca hng nh l hay i l no. Tuy nhin phn phi khng hn cng c nhng nhc im nht nh khi cng ty cocacola phi h tr chi ph cho cc i l.

u im cua chinh sach phn phi:

Vit Nam, coca cola va phn phi cho nha bun c lp, cho cac ca hang ban le, va phn phi cho cac im HOREKA (hotel, restaurant, karaoke) H s dng nhng ngi bn l, y do nhng chic xe 3 bnh nh i bn do trn h ph, ng thi i su vo tn hang cng ng hp Vic s dung a knh phn phi nh vy nhm vn ti cung mt thi trng hoc nhiu thi trng khac nhau. Lam nh vy co tac dung giup coca cola thm nhp c su vao trong thi trng, n tn tay ngi tiu dng. Gip qung b hnh nh ca cocacola. Khi mi xm nhp th trng Vit Nam, coca nh trng tm l ca ngi Vit bng cch s dng nhng chic xe y bn do trn ph. Gia tng cc hot ng h tr khin hnh nh ca coca cng ngy cng c nhiu ngi bit n v khin cc i l, cc ca hng c mun bn sn phm ca cng ty do c h tr. iu ny gip m rng knh phn phi. Mc bao ph th trng ca cocacola rt cao.

Nhc im ca chnh sch phn phi:

Do s dng a knh phn phi nh vy dn n hnh nh cocacola tr nn qu quen thuc vi ngi dn. Ai cng c th ung cocacola dn n hng mt i mt phn khch hng nht nh, nhng khch hng giu c s hng n cc loi ung sang trng hn. Cc dch v h tr i l ca hng ca coca tn mt phn chi ph khng h nh. C th gy phn ng ph l nu khng c dch v h tr th kh phn phi sn phm. Phn phi khng hn ch cn dn n s nhm chn trong tm l ngi tiu dng. Vic phn phi qu rng ri v d dng, kh kim sot ti tng sn phm ca mnh to iu kin cho nhng ngi lamg hng gi, nhi sn phm ca Coca t lm mt i thng hiu ca Coca. Vic chm sc khch hng, dch v hu mi cho khch hng ca Coca tr nn kh khn, t khc hng s ri b Coca nu mt doanh nghip khc cho h nhng iu kin tt hn. 4. Chnh sch xc tin thng mi Nhm 8_1114BMKT0111 Trang 21/25

Marketing cn bn
I.1.

GVHD: Nguyn Hong Giang

Ni dung chnh sch xc tin thng mi ca Coca Cola.

I.1.1. i tng nhn tin i tng khch hng m Coca-cola hng n l tt c mi ngi. Coca-cola a ra qung co sn phm ny cho mi gia nh, mi la tui cho ngi ln, tr nh, cho bn, cho ti, cho tt c mi ngi... iu hng n t duy Coca - Cola l sn phm ca ton dn, ca bt c ai cng c th s dng.
I.1.2. Mc tiu ca xc tin thng mi.

Coca Cola - ngi khng l trong sn xut nc gii kht nh c gas i tin phong trong qung co nc ngt nh mt hnh thc tng thm hng v cho cuc sng v c nh gi nhn hiu c qung co tt nht M. Cn c vo i tng nhn tin v mc tiu marketing, hng quyt nh mc tiu ca xc tin thng mi: - Mc tiu thng tin: Tr li Vit Nam vo thng 2 nm 1994, Coca Cola nhn ra mt trong nhng yu t quan trng nht lm nn thnh cng ca chnh mnh l vic xy dng hnh nh, nh hnh sn phm do cng ty tip tc trau chut v nh bng tn tui ca mnh. Coca Cola c gng nm bt tinh thn ca ngi Vit Nam bng cch gi li tm tr cc khch hng tim nng rng cho d bt k chuyn g xy ra th thng thc Coca Cola s lun l giy pht tuyt vi nht ca h. - Mc tiu thuyt phc: y l mc tiu cn thit v rt quan trng trong giai on cnh tranh nhm to ra s a chung nhn hiu hoc thuyt phc khch hng mua ngay. - Mc tiu nhc nh: s dng trong giai on trng thnh (bo ha) ca sn phm nhc nh khch hng lun lun nh n n u tin, nhc h nh n a im mua n u tin v.v Vi doanh s n nh th y ang l mc tiu c Coca-cola ra. Sau mt ma ng kh lng ting trong qung co, ma h v Coca-cola tung ra website http://happinessfactory.com.vn nhc nh mi ngi nh n 1 th nc gii kht tuyt thch hp vi ngy thi tit oi bc. I.1.3. Xc nh ngn sch Trong bi cnh khng hong kinh t ton cu, nm 2009, Coca-Cola Vit Nam vn tng gp ba ngn sch cho cc hot ng qung co tip tc duy tr mc tng trng Nhm 8_1114BMKT0111 Trang 22/25

Marketing cn bn

GVHD: Nguyn Hong Giang

2 con s. Theo Cng ty truyn thng v nghin cu th trng TNS Vit Nam, CocaCola ti Vit Nam chi khong 1,5 triu la M cho cc qung co sn phm trn truyn hnh v bo giy trong nm 2008.
I.1.4. Xc nh phi thc xc tin thng mi.

Coca Cola s dng tng hp cc cng c xc tin:

I.1.4.1. Qung co:

y l cng c c dng ch yu trong xc tin thng mi cho sn phm Coca-cola. Qung co vi mc tiu nhc nh v s dng nhiu knh truyn thng gin tip nh ti vi, radio, internet...v trc tip nh nhng chin dch marketing. i vi Coca-cola, qung co em li hiu qu cao nht trong 5 cng c xc tin
I.1.4.2. Xc tin bn:

Cng c ny c Coca Cola s dng ch yu di hnh thc cc chng trnh khuyn mi hng ti i tng ngi tiu dng. in hnh nh chng trnh khuyn mi trn ton quc dnh cho gii tr nng ng:Bt np Sp i Trng i. Khch hng c c hi trng thng cc gii hp dn nh xe Piaggio LXV 125, in thoi di ng Sony Ericsson W700i, ng h v o thun Coca-Cola. Hay cc chng trnh khuyn mi Tt "Rn Rng Sc Xun". Coca-cola s dng hnh thc xc tin bn trong mt khong thi gian hp l vo nhng dp l hi kch thch khch hng tham gia mua sn phm nhiu hn Ngoi ra, hng cn hng ti i tng trung gian, lc lng bn hng di cc hnh thc nh cung cp cc trang thit b phc v cng tc bn hng nh , bt, cc, bt np, cc chnh sch chit gi.
I.1.4.3. Quan h cng chng:

Mt trong nhng cch gip Coca-Cola gi vng c mi quan h tt p vi ngi tiu dng l lun ho nhp vo cc hot ng gii tr ca h. Ly v d nh cng ty t chc cc hot ng th thao rng khp cng c nhng im ni bt ring ca thng hiu.. Cng ty c mt quan h giao hu rt tt vi Lin on bng th gii nh FIFA...Nm 2007, Coca-cola ti tr 130.000 USD cho ''Qu hc bng Coca-cola'' ca B Gio dc v Trung ng on Thanh nin. Thng 9 nm 2007, chng trnh ton cu Lm sch Bi bin Quc t thu ht rt nhiu cc tnh nguyn vin cc 3 min lm sch nhng bi bin nh Hi Phng, Vng Tu, Nng. Nm 2008, Coca-cola tham gia vo rc uc cho th vn hi Olympic Bc Kinh, Trung Nhm 8_1114BMKT0111 Trang 23/25

Marketing cn bn http://mp3.zing.vn/coca-colafm .... I.1.4.4. Bn hng c nhn

GVHD: Nguyn Hong Giang

Quc Hin ti, Coca Cola lin kt Vinagame xy dng knh Coca Cola fm trn

Hin nay, c rt nhiu cc i l bn sn phm coca-cola, tuy nhin Vit Nam vn cha c i l chnh thc gii thiu sn phm ca Coca-cola.
I.1.4.5. Marketing trc tip

Coca-cola vn cha pht trin hnh thc ny Vit Nam

I.2. nh gi mc hiu qu ca chnh sch xc tin thng mi:

Vit Nam khng nm ngoi tc ng ca suy thoi kinh t ton cu, mt iu tt yu l ngi tiu dng s ct gim chi ph dnh cho mua sm,tiu dng tit kim vy iu tt nh hng n vic gim st doanh thu ca Coca-Cola. Hn na, i th ln ca Coca-Cola l PepsiCo s c nhng ng thi thu ht th phn ca chng ta. iu khng nhng nh hng n doanh thu, th phn trong thi gian khng hong m cn dn n hu qu lu di. Vit Nam l mt trong 5 th trng nc gii kht khng cn ang tng trng nhanh nht th gii, trung bnh mi ngi Vit Nam ung khong 3 lt nc gii kht khng cn/nm, trong khi mc bnh qun ca ngi Philippines l 50 lt/nm. Theo nghin cu mi y ca phng nghin cu pht trin Cng ty Chng Dng, mi nm, ngi dn Vit Nam tiu th khong trn 500 triu lt nc ngt c gas. Mc tiu th nc c gas trn th trng t n mc bo ha v d kin s gim khong 5-6% trong nhng nm ti. Nhng vt ln nhng kh khn chung, vi nhng chnh sch xc tin thng mi hiu qu, Coca-Cola vn ngy cng tin xa hn v lun gi hnh nh ca mt ng ln dn u th trng nc gii kht c gas Vit Nam cng nh trn ton th gii.
IV. xut

Nhm 8_1114BMKT0111

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Marketing cn bn

GVHD: Nguyn Hong Giang

MC LC
LI NI U A. C S L THUYT 1. Chnh sch sn phm 1.1. Sn phm 1.2. 2.1. 2.2. 2.3. 2.4. Chnh sch sn phm Khi nim Vai tr Cc nhn t nh hng Ni dung chnh sch gi 2. Chnh sch gi

3. Chnh sch phn phi 3.1. Khi nim phn phi 3.2. Cc nhn t nh hng 3.3. Cc chnh sch phn phi 4. Chnh sch xc tin thng mi 4.1. Bn cht v vai tr ca xc tin thng mi 4.2. Ni dung ca chnh sch xc tin thng mi 4.3. Cc cng c xc tin thng mi c bn B. MI TRNG V CC CHNH SCH MARKETING CA CNG TY COCA COLA VIT NAM I. Gii thiu khi qut v cng ty Coca Cola I.1. I.2. Tp on Coca Cola Cng ty Coca Cola Vit Nam 1. Mi trng v m 2. Mi trng vi m III. Phn tch cc chnh sch marketing ca Coca Cola 1. Chnh sch sn phm 2. Chnh sch gi 3. Chnh sch phn phi 4. Chnh sch xc tin thng mi IV. xut

II. Khi qut mi trng marketing ca cng ty Coca Cola

Nhm 8_1114BMKT0111

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