i hc Nng

Phn hiu Kontum

Chin lc marketing ca
Sabeco
Bi tp nhm marketing

Thnh vin nhm

Nguyn Hu Nhn
Nguyn Quang Hong
Nguyn Vinh Quang
Trm Hu Phc
Nguyn Thanh Tng

Nhm 7

i hc Nng
Phn hiu Kontum

Mc lc
I. GII THIU V CNG TY SABECO...........................................................................................1
II. PHN TCH MI TRNG MARKETING.................................................................................2
1. Mi trng v m..........................................................................................................................2
a. Kinh t.......................................................................................................................................2
b. Mi trng cng ngh...............................................................................................................3
c. Mi trng vn ha x hi........................................................................................................3
d. Mi trng nhn khu hc........................................................................................................3
e. Mi trng t nhin :................................................................................................................4
f. Mi trng chnh tr...................................................................................................................4
2. Mi trng vi m..........................................................................................................................4
a. Cc trung gian marketing..........................................................................................................4
b. Khch hng................................................................................................................................4
c. i th cnh tranh.....................................................................................................................4
d. Cng chng................................................................................................................................4
III. PHN ON V LA CHN TH TRNG MC TIU......................................................5
1. Phn on th trng.....................................................................................................................5
2. Th trng mc tiu.......................................................................................................................5
3. nh v...........................................................................................................................................5
IV. CHIN LC SN PHM..........................................................................................................5
1. Cu trc sn phm.........................................................................................................................5
a. Thnh phn ch yu ct li.......................................................................................................5
b. Thnh phn sn phm mc tiu................................................................................................6
c. Thnh phn sn phm b sung..................................................................................................6
2. Cc quyt nh c nhn v sn phm............................................................................................6
a. Thuc tnh sn phm.................................................................................................................6
b. Thng hiu..............................................................................................................................6
c. Nhn hiu...................................................................................................................................7
d. Bao b, ng gi........................................................................................................................7
3. Chu k sng ca sn phm.............................................................................................................7
V. CHIN LC GI.........................................................................................................................7
VI. CHIN LC KNH PHN PHI.............................................................................................8
VII. CHIN LC CHIU TH C NG......................................................................................9
1. Qung co......................................................................................................................................9
2. Khuyn mi.................................................................................................................................10
3. Cc hot ng khc.....................................................................................................................10
VIII. KT LUN................................................................................................................................10

Nhm 7

i hc Nng
Phn hiu Kontum

I.

GII THIU V CNG TY SABECO

LCH S HNH THNH V PHT TRIN CA TNG

CNG TY BIA - RU - NGK SI GN SABECO
Lch s pht trin ca Sabeco gn lin vi qu trnh pht trin mnh m v bn vng
ca thng hiu bia Si Gn, thng hiu dn u ca Vit Nam.
Giai on 1977 - 1988:
01/06/1977 Cng ty Ru Bia Min Nam chnh thc tip nhn v qun l Nh my Bia
Ch Ln t Hng BGI v hnh thnh nn Nh my Bia Si Gn.
1981 X nghip Lin hip Ru Bia NGK II c chuyn i t Cng ty Ru Bia Min
Nam
.
1988 Nh my Bia Si Gn tr thnh n v hch ton c lp trc thuc X nghip Lin
hip Ru Bia NGK II.
Giai on 1988 - 1993:
1989 - 1993 H thng tiu th vi 20 chi nhnh trn c nc.
1993 Nh my Bia Si Gn pht trin thnh Cng ty Bia Si Gn vi cc thnh vin mi:
- Nh my Nc Si Gn.
- Nh my C kh Ru Bia.
- Nh my Nc khong aKai.
- Cng ty Lin doanh Carnaud Metalbox Si Gn sn xut lon.
- Cng ty Lin doanh Thy Tinh Malaya Vit Nam sn xut chai thy tinh.
Giai on 1994 - 1998:
1994 - 1998 H thng tiu th t 31 chi nhnh trn c nc.
1995 Cng ty Bia Si Gn thnh lp thnh vin mi X Nghip Vn Ti.
1996 Tip nhn thnh vin mi Cng ty Ru Bnh Ty.
1996 - 1998 Thnh lp cc cng ty lin kt sn xut Bia Si Gn vi cc thnh vin
- Nh my Bia Ph Yn
- Nh my Bia Cn Th
Giai on 1999 - 2002:
2000 H thng Qun l Cht lng ca BVQI - ISO 9002:1994.
2001 H thng Qun l Cht lng ca BVQI - ISO 9001:2000.
Thnh lp cc cng ty lin kt sn xut bia:
- 2001 Cng ty Bia Sc Trng
- Nh my Bia Henninger
- Nh my Bia Hng Sen
Nhm 7

i hc Nng
Phn hiu Kontum
- 2002 Cng Ty Lin doanh Bia Cn Th
- Nh my Bia H Tnh
Thnh lp Tng kho ti Nha Trang, Cn Th v Nng.
2002 - hin nay:
2003 Thnh lp Tng cng ty Bia - Ru - NGK Si Gn SABECO trn c s Cng ty Bia
Si Sn v tip nhn cc thnh vin mi:
- Cng ty Ru Bnh Ty
- Cng ty Nc gii kht Chng Dng
- Nh my Thy tinh Ph Th
- Cng ty Thng mi Dch v Bia - Ru - NGK Si Gn
2004 Thnh lp Tng cng ty Bia - Ru - NGK Si Gn SABECO chuyn sang t chc
v hot ng theo m hnh Cng ty m - cng ty con theo quyt nh s 37/2004/Q-BCN
ca B trng B Cng nghip.
2006 Hon chnh h thng phn phi trn ton quc vi 8 Cng ty CPTM SABECO khu
vc.
2007 Tng cng ty Bia - Ru - NGK Si Gn SABECO lin tc pht trin ln mnh vi
ch o l sn xut, kinh doanh cc sn phm Bia Si Gn v u t mi trn nhiu lnh
vc, sn phm khc.
Hin nay Tng cng ty Bia - Ru - NGK Si Gn SABECO c tng cng 28 thnh
vin.
II.
PHN TCH MI TRNG MARKETING
1. Mi trng v m
a. Kinh t
a.1
Tng trng kinh t
Trong bi cnh kh khn ca kinh t ton cu, d ni lc nn kinh t cn cha
mnh, Vit Nam vn t tc tng trng 6,78%, cao hn ch tiu k hoch ra (6,5%).
Gi tr sn xut cng nghip nm 2010, con s ny c tng 14% so nm trc v cao hn
k hoch nm (12%). Gi tr sn xut ton ngnh nng, lm, thy sn c nm 2010 c
tng 4,69% so nm trc, trong nng nghip tng 4,24%, lm nghip tng 4,6%, thy
sn tng 6,05%. Tng mc bn l hng ha v doanh thu dch v tiu dng tnh chung c
nm 2010 c t hn 1.561,6 nghn t ng, tng 24,5% so vi nm 2009. Thu ngn sch
Nh nc tnh t u nm n ngy 15/12 c t 504,4 nghn t ng, bng 109,3% d
ton nm.
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.
a.2
Mc li sut
Hin nay mc li sut huy ng 14%/nm, t gi tng ti 9,3% t u nm 2011.
iu ny gy kh khn cho cc DN trong vic vay vn u t, m rng sn xut,

Nhm 7

i hc Nng
Phn hiu Kontum
a.3
Lm pht
Lm pht nm 2010 ti 11,75%. Nh vy, trong vng bn nm qua, c ti ba nm
lm pht mc hai con s (nm 2007 l 12,63%; nm 2008 l 22,97%). Vic CPI nm
2010 ln hai con s to nn bo gi, khin doanh nghip v ngi dn u gp kh khn.
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, nn kinh t bt n s gy
kh khn cho hot ng kinh doanh ca cc cng ty.
b. Mi trng cng ngh
L mt trong cc ung lu i nht m loi ngi to ra, c nin i t nht l
t thin nin k 5 TCN; bia dc sn xut t cc loi nguyn liu chnh l nc, malt, go,
hoa houblon, sau qu trnh ln men, s cho ra mt loi ung giu dinh dng, c hng
thm c trng, cn thp, v ng du v lp bt trng mn vi hm lng CO2 ph hp.
Ngoi ra, trong bia cn cha mt h enzim kh phong ph, c bit l nhm enzim kch
thch tiu ho amylaza.
Trong nhng nm gn y, ngnh cng nghip thc phm ni chung v ngnh cng
nghip sn xut bia ni ring ca nc ta c mt din mo mi. Lng bia sn xut
ngy cng tng cng vi thit b v cng ngh sn xut ngy cng hin i nhm p ng
nhu cu ngy cng cao ca ngi tiu dng. Mc d qu trnh sn xut bia l phc tp v
dao ng mt cch ng k gia cc nh sn xut, tuy nhin, trong sut qu trnh hnh
thnh v pht trin, quy trnh cng ngh sn xut bia vn lun gi c cc nt c trng
ring ca mnh, bao gm cc cng on v nguyn vt liu c bn khng th thiu.
c. Mi trng vn ha x hi
- Ngi tiu dng VN tr. Ngi dn Vit Nam rt thch th hin bn thn v quan
tm nhiu n thng hiu. Ngi min nam thch vui chi cng bn b qua cc ba nhu
y l nhng c im chnh ca ngi tiu dng min nam.
- Quan tm hn n vn sc khe: ngoi chuyn n ngon, ngi Vit cn ch n vic
n ung sao c li cho sc khe. Mt 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.
d. 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 nht. Ngi Vit chim khong 86% dn s c nc v sinh sng tp trung ti
khu vc ng bng trong khi hu ht nhng nhm dn tc thiu s khc sng ch yu ti
khu vc trung du v min ni.
Kt qu t s liu iu tra mu cho thy hin nay, 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.
Nhm 7

i hc Nng
Phn hiu Kontum
Ngoi yu t l th trng tr, thu nhp ca ngi tiu dng cc th Vit Nam
cng tng ng k trong vi nm gn y. Trong mt chng mc no , iu ny s
tip tc nh hng n thi quen tiu dng v li sng ca ngi Vit Nam.
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.
e. Mi trng t nhin :
Cc vn ton cu hin nay gy nh hng mnh m n hot ng kinh doanh
ca cng ty nh:
- S khan him ngun nguyn liu: Nguyn liu ngy cng khan him v vy i vi
cc sn phm bia ca mnh cng ty rt ch ti vic thu hi v ti ch bao b,v hp.
- Chi ph nng lng ngy cng gia tng: v vy cc cng ty trong ngnh cn tm
kim ngun nng lng mi thay th, vn hnh hiu qu, tit kim chi ph sn xut.
f. Mi trng chnh tr
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
a. Cc trung gian marketing
C nhim v gip Sabeco truyn thng bn v phn phi sn phm n ngi tiu
dng.
Trung gian phn phi: Sabeco c phn phi rng khp th cn c mt h thng
cung cp dch v sn phm ph hp: siu th i l c s bn s v l trong bn l l
thch hp v s lng ng nht.
T chc cung cp dch v: l sn phm c nhiu i th cnh tranh qung co gip
Sabeco tip cn ti ngi tiu dng d dng hn.
b. Khch hng
Ngi tiu dng c vai tr rt quan trng vi s tn ti ca sn phm bia Si Gn do
Sabeco lun ch trng ly lng khch hng bng cc trng trnh khuyn mi, qung
co, quan h cng ng.
Khch hng quc t: bia Si Gn khng nhng l thng hiu ni ting trong nc
m c th trng quc t bit n vi s c mt ti 18 quc gia trn th gii.
c. i th cnh tranh
Bia l mt sn phm c nhiu i th cnh tranh c trong nc ln quc t nh: bia
H Ni, bia Hu, bia Tiger, Heniken
d. Cng chng
L i tng c th h tr hoc chng li nhng n lc ca Sabeco trong vic qung
b thng hiu nn Sabeco khng ngng quan tm ti cc hot ng y mnh uy tn
thng hiu

Nhm 7

i hc Nng
Phn hiu Kontum
III. PHN ON V LA CHN TH TRNG MC TIU
1. Phn on th trng
Sabeco tp trung phn on theo 2 tiu thc chnh:
V a l Sabeco c gng phn phi vi mng li dy c t thnh th ti nng
thn, t ng bng ti min ni, t nam ra bc. nhng vn ch trng chnh ni tp trung
ng dn c. cc sn phm ca cng ty xut hin khp mi ni ,t cc qun n, qun gii
kht ln n nh,t cc ng ph n cc con hm ,tri di t Bc vo Nam.
V c im dn s hc: sabeco tp trung vo gii tr, gii thanh nin, ngi trung
nin.
2. Th trng mc tiu
Sabeco tp trung vo nhng on th trng m nhu cu cng nh c im v mt
dn s c t l cao. Th trng chnh ca cng ty ch yu tp trung cc tnh min
Nam.
Vy, Sabeco thc hin phn khc th trng ch yu theo a l (tp trung vo cc
thnh ph ln ni c mt dn s v tn sut s dng cao) v theo nhn khu (ch yu
nh vo gii tr-i tng c nhu cu s dng cao). y cng chnh l th trng mc tiu
ca Sabeco.
3. nh v
Thng hiu bia 333 l mt trong nhng thng hiu dn u ngnh hng bia ti th
trng Vit nam. Sn phm bia lon 333 l mt sn phm truyn thng lu i khng ch
c ngi tiu dng trong nc tn nhim m cn khng ngng khng nh ng cp v
cht lng sn phm trn th trng quc t khi c xut khu v tin dng trn 17
quc gia vi cc th trng kh tnh nh Nht Bn, c, c, H Lan, M
Bia ca cng ty c nh v bi cc cu slogan :

333 Premium - Khi dy am m, xng tm ng cp

Saigon Lager Bia ca ngi Vit Nam

333 Th gii ngy cng thm a chung

Saigon Export Khng bng by, khng phi n o, khng cu k,khng cn

ph trng, ung th hiu

Saigon Special Cht men ca thnh cng

IV.
CHIN LC SN PHM
1. Cu trc sn phm.
a. Thnh phn ch yu ct li.
Mt nghin cu mi y ti M khng nh rng bia lm cho xng chc hn v
chng s rn gy khi v gi.
Kt qu nghin cu mi y ca cc chuyn gia Vin nghin cu Bia Ru Anh ch
ra bia l mt trong nhng ung cha cn c li nht trong ma h nht l sau qu trnh
vn ng.
Hp cht ca bia vi thnh phn c chit xut t cy hublng (cy hoa bia) c tc
dng chng ng mu, ngn nga ung th, gim tc gia tng ca bnh tim v bnh ung
th.
Nhm 7

i hc Nng
Phn hiu Kontum
b. Thnh phn sn phm mc tiu
Vi kiu dng chai thon nhng mnh m, va tay, thit k hin i rt thun tin
cho vic ung bia t chai.
Khu hiu : Bia 333 Premium Khi dy am m, xng tm ng cp
c. Thnh phn sn phm b sung
a im bn hng : ngoi cc i l phn ln bia c tiu th ti cc nh hang,
qun n.
2. Cc quyt nh c nhn v sn phm.
a. Thuc tnh sn phm.
S cng b cht lng: Tiu chun TCCS 4 : 2008.
Bia chai 333 Premium mi s tr thnh ngi bn sang trng, lch lm v thn thit
trong nhng dp hp mt bn b, trong cc cuc hp vi i tc kinh doanh ca ngi ung
bia, hay n gin l ngi bn thn thit trong mi ba n ca mi gia nh.
Vi thit k nhn pha trn gia mu trng sang trng, lch lm vi nh bc mnh m
y nam tnh kt hp vi cc im nhn tinh t gia cc mu vng, truyn thng ca
ngi ng
b. Thng hiu.

Vi s
mnh ngy cng phc v khch hng ung bia ngy cng tt hn vi cc sn phm cht
lng cao v dch v tt, tha hng nhng tinh hoa t thnh cng ca sn phm bia lon
333, Sabeco nghin cu, pht trin thnh cng sn phm mi bia chai cao cp 333

Nhm 7

i hc Nng
Phn hiu Kontum
Premium vi mong mun em n cho ngi tiu dng Vit Nam mt lung gi mi
trong thng thc cc sn phm bia.

c. Nhn hiu.
Vi mu chai truyn thng l mu ,logo 333 mu traeng ni trn nn ,bia 333
Premium gip khch hng d dng nhn bit vi cc loi bia khc trn th trng.
d. Bao b, ng gi
Bao b: ng trong chai thy tinh, 24 chai/thng carton.
Rt d vn chuyn.
3. Chu k sng ca sn phm
Trong giai on 2001-2007 tc tng trng ton ngnh bia t 13%
Cc cng ty bia trn th trng ngy cng phat trin nh Habeco, Tiger, Heniken....
Knh phn phi rng ri.
Khch hng ch yu
Sn phm ang nm trong giai on bo ha
V.
CHIN LC GI
Sn phm Sabeco nh gi da trn ngi mua theo gi tr nhn thc c. H xem
nhn thc ca ngi mua v gi tr ch khng phi chi ph ca ng bn l c s quan
trng nh gi. H s dng nhng yu t chi ph gi c trong marketing-mix xy
dng gi tr c cm nhn trong tm tr ca ngi mua. Gi c nh ra cn c vo gi
tr c cm nhn .

Chin lc nh gi Sabeco thm nhp th trng: khc vi chin lc nh

gi cao nhm cht lc th trng, doanh nghip cocacola chon chin lc nh gi sn
phm mi tng i thp nhm thm nhp th trng, vi hi vng rng s thu ht c mt
s lng ln khch hng v t c mt th phn ln.

nh gi chit khu: Sabeco 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 ngay, Chit khu theo s lng
l s gim gi cho nhng khch hang mua sn phm vi s lng ln.

nh gi phn bit theo dng sn phm: theo cch nh gi ny cc kiu sn

phm v cc mt hng ca Sabeco c nh gi khc nhau, nhng t l vi chi ph tng
ng ca chng
Nhm 7

i hc Nng
Phn hiu Kontum

nh gi theo loi sn phm: Sabeco thng sn xut nhiu kiu sn phm v

mt hng ch khng phi mt th duy nht.Chng khc bit nhau v nhn hiu, hnh thc,
kch c, tn nng..do chng c nh gi cc thang bc khc nhau.
VI.

CHIN LC KNH PHN PHI.

Cng ty Sabeco

Nh phn phi

i l

Cng ty du lch

Ca hng bn l

Ngi tiu dng

C th v khu vn chuyn nh l chic cu ni v cng quan trng gia khu sn

xut v tiu th bia. Mi nm,Tng cng ty Bia - Ru - NGK Si Gn (Sabeco) cho ra
i gn 700 triu lt bia, mi thng, Sabeco cn khong 40.000 chuyn xe vn chuyn
sn phm. bia Si Gn n tay ngi tiu dng khp mi min t nc mt cch an
ton v cht lng, c s ng gp khng nh ca Cng ty CP Vn ti v Giao nhn Bia
Si Gn
Bia Si Gn hin ti c mng li gm 39 chi nhnh v tng kho ti nhiu v tr
khc nhau, nn trong qu trnh vn chuyn, thi tit, a hnh ng x xa xi l nhng yu
t nh hng khng nh n cht lng ca bia. Lm sao cht lng bia lun m bo,
v chai lun nguyn vn, khng b try xc, l c mt qu trnh khng h n gin. V
chai do Cng ty Thy tinh Sanmiguel sn xut lun t cht lng cao, song Cng ty cn
phi ch n khu chm lo cho xe vn chuyn. Coi xe nh con, nn Cng ty lun ch
trng v sinh xe sch s, thng xe, sn xe lun chc chn m bo cho qu trnh vn
chuyn khng xy ra tnh trng v. Xe vn chuyn bia phi tuyt i khng c ch
sn phm no khc. Nhng chic xe ln ng ra trn, phi lun c che y cn
thn, sn phm khng b nh hng ca thi tit v s va chm bn ngoi lm gim i
cht lng. Vi cam kt m Bia Si Gn t ra l, sn phm n tay ngi tiu dng
phi m bo tt c cc tiu chun ca Sabeco v cht lng, nn trong qu trnh vn
Nhm 7

i hc Nng
Phn hiu Kontum
chuyn, ch cn s lm try xc nh thn chai v v chai, xe ca Cng ty phi chuyn v
chi nhnh hoc tng kho hy b.
lm tt nhim v t ra, 140 CBCNV Cng ty lun thc c trch nhim ca
mnh. My ai hiu rng, nhng chai bia Si Gn lun sng snh mu vng ti vi
hng v m v hi men lun thm nng ta lan trong tay ngi tiu dng, l c mt
qu trnh vt v, m thm lng l ca i ng CBCNV Cng ty CP Vn chuyn v Giao
nhn Bia Si Gn.
H thng knh phn phi ca Sabeco t chc theo h thng marketing truyn thng.
Vi h thng tng kho nhiu v tr khc nhau trn t nc cc sn phm ca Sabeco
c a ti tay ngi tiu dung thng qua cc i l, nh bn l trn khp t nc nh h
thng nh hng, qun n
VII. CHIN LC CHIU TH C NG
1. Qung co.
Mt doanh nghip hay tp on nu mun to dng thng hiu khng th b qua
vai tr quan trng ca qung co. V vy qung co c nhiu doanh nghip u t rt
cng phu v trch mt phn khng nh li nhun u t. D t m nhng rt t ngi
bit r nhng cu chuyn y th v hay tnh hung d khc d ci pha sau mi clip
qung co n tng.
C l c gi truyn hnh vn cn nh ti clip qung co bia Si Gn rt n tng
cch y vi nm vi slogan c o D bn khng cao nhng ngi khc vn phi ngc
nhn. c c slogan gi gn trong vi ch ny, c pha doanh nghip v copywriter
(chuyn vin tng qung co) phi tn kh nhiu thi gian "ng no".
Theo ng L Hng Xanh, Gim c marketting Tng cng ty CP Bia - Ru - Nc
gii kht Si Gn Sabeco, tt c nhng qung co cho sn phm, doanh nghip u phi
thu mt n v qung co chuyn nghip thc hin. Tuy nhin, doanh nghip vn phi au
u trong vic cng tc vi n v qung co tm ra tng, ni dung ph hp cho on
phim. Mt ln na, ng Sanh phi tp trung cao nghin cu kh k sn phm ca mnh,
t hnh dng cho n hng v, tm ra nt c o c trng ca bia Si Gn. V tng
qung co s phi lm ni bt c im .
Mt c im ca chai bia Si Gn l c dng ln. y c v nh l nhc im
ca loi bia ny v ngi ta thng cho rng chai thp th lng bia t hn. Tuy nhin, chai
bia Si Gn ln nhng m nn lng bia vn nhiu. Hn na, iu quan trng nm cht
lng, hng v ca bia. V th, chng ti yu cu n v qung co ch trng vo
nhng c im ny vit tng v slogan. T , slogan D bn khng cao nhng
ngi khc cng phi ngc nhn ra i.
Hng nm Sabeco dnh khong vi phn trm doanh thu u t vo qung co.
Trong , mi mt on clip qung co c gi ln ti 50.000 70.000 USD. Cn gi phi
tr cho mi mt cu slogan dao ng t 1.000 2.000 USD ti c trm triu ng.
Ging nh m hnh ca mt cu lc b, t lu cc Hi qun Bia Si Gn trong khp
c nc tr thnh im n ca nhng ngi yu thch loi ung ny. Khng ch vy,

Nhm 7

i hc Nng
Phn hiu Kontum
n cn l mt cch xy dng hnh nh, qung b thng hiu y hiu qu m Sabeco ,
ang v s tip tc pht trin
2. Khuyn mi.
Chng trnh khuyn mi Bt np ngay- tin trao tay cng bia Si gn
T ngy 15/3/2008, Tng Cng ty C phn Bia Ru Nc gii kht Si Gn
Sabeco thc hin chng trnh Khuyn mi c bit ti cc tnh min ty Nam b cho
ngi tiu dng s dng cc sn phm bia chai Si Gn cc im bn hng c nhn vin
tip th ca Sabeco.
3. Cc hot ng khc.
Ngay sau khi l va tan, phi hp cht ch vi UBMTTQ tng a phng, ngy 8
thng 10 nm 2010, on cng tc x hi ca Tng cng ty c phn Bia Ru NGK Si
Gn (Sabeco) n thm v trao tin, qu gip ng bo cc tnh Qung tr, Qung
Bnh, H Tnh v Hu.
Ngy 22.6.2010, Tng cng ty c phn Bia Ru NGK Si Gn (Sabeco) t chc
l khnh thnh cng trnh Trm y t x Yn l, huyn Nh Xun, tnh Thanh Ha. y la
cng trinh u tin c thc hin bng ngun kinh phi tai tr cua doanh nghip c
chinh phu ng vin giup cac huyn ngheo.
Nm 2009 ghi nhn nhiu hat ng XH-TT, n n p ngha ca TCT CP Bia
Ru-NGK Si Gn. TCT m ch o cc n v thc hin nhiu chng trnh n n
p ngha, x hi t thin thit thc, hiu qu vi tng s tin trn 7 t ng, trong ring
cng ty m thc hin vi s tin gn 2,6 t ng.
Hi ngh khch hng nm 2007, Sabeco quyn gp c hn 1,6 t ng, h tr
kp thi ng bo ngho va tri qua cn bo s 6, vi 20 ngi nh i on kt ti
Nng, 20 ngi nh ti Qung Nam v 25 ngi nh ti Qung Ngi. Nm 2007 cng ty ng
gp chia s vi ng bo l lt min Trung 1,5 t ng; ng h Qu Chung tay v cng
ng chng trnh Mang xun n vi ngi ngho u nm 2008 gn 3 t ng; ti
tr xy dng chng trnh Truyn hnh trc tip Huyn thoi Trung Bn v xy dng
khu tng nim vinh danh cc lit s ti Trung Bn vi s tin 1,5 t ng... Chng
trnh t thin v ngi ngho ln nht trong nm Ni vng tay ln ngy 31/12/2008 va
qua, Sabeco cng l nh ti tr chnh, vi mong mun c chung tay cng c cng ng,
chia s, gip nhng ngi ngho ang gp mun vn kh khn trn c nc.
VIII. KT LUN.
Vi chin lc marketing nu,Sabeco ngy cng nh v thng hiu ca mnh
i vi ngi tiu dng v c v tr dn u trong th trng bia ru Vit Nam. T to
ra kh khn cho cc i th cnh tranhtrong vic chim lnh th trng. Chng t Sabeco
lm tt cng tc marketing, a nhn hiu sn phm ti tay ngi tiu dng.

Nhm 7

10