PHN TCH CHIN LC MARKETING CA COCACOLA NHM

MC LC
A/ GII THIU V CNG TY COCACOLA.......................................................2 I/ S LC HNH THNH..............................................................................2 II/ LCH S V CNG TY COCACOLA VIT NAM....................................3 B/ PHN TCH MI TRNG V M................................................................4 I/ MI TRNG KINH T..............................................................................4 1/ TNG TRNG KINH T.........................................................................4 2/ Mc li sut: ................................................................................................4 3/ Lm pht: .....................................................................................................4 II/ MI TRNG CNG NGH...................................................................4 III/ MI TRNG VN HA_X HI.......................................................5 IV/ MI TRNG NHN KHU HC.......................................................6 V/ MI TRNG TON CU :...................................................................6 VI/ MI TRNG CHNH TR_PHP LUT............................................7 C/ M HNH NM LC LNG CNH TRANH.............................................7 I/ CC I TH NHP CUC TIM TNG..................................................7 II/ CNH TRANH GIA CC I TH TRONG NGNH.........................7 III/ NNG LC THNG LNG CA NGI MUA:.............................8 IV/ NNG LC THNG LNG NH CUNG CP:.................................8 V/ CC SN PHM THAY TH:.....................................................................8 D/ PHN TCH CHIN LC MARKETING.....................................................9 I/ PHN ON V LA CHN TH TRNG MC TIU........................9 1/ PHN ON TH TRNG.....................................................................9 2/ TH TRNG MC TIU.........................................................................9 II/ NH V.......................................................................................................10 III/ CHNH SCH SN PHM.......................................................................11 IV/ CHNH SCH GI....................................................................................13 V/ PHN PHI: ...............................................................................................14 VI/ QUNG CO: ............................................................................................14 VII/ KHUYN MI:..........................................................................................15

GVHD : NGUYN XUN LN

TRANG 1

PHN TCH CHIN LC MARKETING CA COCACOLA NHM

2
A/ GII THIU V CNG TY COCACOLA I/ S LC HNH THNH Vo nm 1886, ln u tin Coca-Cola c gii thiu n cng chng tht s thu ht c s ch ca hu ht nhng ngi thng thc bi hng thm v mu sc hp dn. Cocacola l cng ty sn xut nc gii kht c gas s mt th gii. Ngy nay, tn nc gii kht Cocacola gn nh c coi l mt biu tng ca nc M, khng ch M m hu nh 200 nc trn th gii. Cng ty phn u lm ti mi th trng, lm phong ph ni lm vic, bo v mi trng v cng c truyn thng cng chng. 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: 1. Trung Quc 2. n 3. Nht Bn 4. Philipin 5. Nam Thi Bnh Dng & Hn Quc (c, Indonesia, Hn Quc & New Zealand) 6. Khu vc pha Ty v ng Nam Chu (SEWA) Cc nhn hiu cocacola trn th trng hin nay:

GVHD : NGUYN XUN LN

TRANG 2

PHN TCH CHIN LC MARKETING CA COCACOLA NHM

2
II/ LCH S V CNG TY COCACOLA VIT NAM Gii thiu ln u tin ti Vit Nam t nm 1960 v tr li t thng 2 nm 1994, sau khi Hoa K bi b lnh cm vn thng mi. 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 - Coca-Cola 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 ca Coca-Cola Vit Nam, t tr s ti Qun Th c Thnh Ph H Ch Minh. 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 ca Coca-Cola trn th gii. Coca-Cola Vit Nam c 3 nh my ng chai trn ton quc: H TY NNG - H CH MINH. Vn u t: trn 163 triu USD: Doanh thu trung bnh mi nm: 38.500 triu USD S lng nhn vin: 900 ngi Tr s chnh: Qun Th c Thnh ph H Ch Minh Hn 600,000 USD u t cho cc hot ng Gio Dc v h tr Cng ng GVHD : NGUYN XUN LN
TRANG 3

PHN TCH CHIN LC MARKETING CA COCACOLA NHM

2
B/ PHN TCH MI TRNG V M I/ MI TRNG KINH T 1/ TNG TRNG KINH T 2005 Mc tng trng (%) 8.4 2006 8.2 2007 8.4 2008 6 2009 5.32

D on vo nm 2010 tng trng kinh t Vit Nam l 7%. Mc tng trng kinh t ca Vit Nam trong cc nm t 2005 2007 tng i cao, nhng t nm 2008 2009 th mc tng trng ny gim kh nhiu do chnh sch kim ch tng trng kinh t gim lm pht ca Nh nc. Theo d on mi nht vo nm 2010 mc tng trng kinh t VN s hi phc mc 7%. 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. 2/ Mc li sut: Li sut c bn vo nm 2008 dao ng mnh t 14% - 8.5%, nm 2009 l 7% v li sut c bn hin nay l 8%. Vi li sut c bn hin nay l 8% th li sut trn l 12%, iu ny gy kh khn cho cc DN trong vic vay vn u t, m rng sn xut, 3/ 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%. Theo d bo th mc lm pht nm 2010 VN s gia tng v mc 2 con s. 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. II/ MI TRNG CNG NGH Cng ngh ngy cng pht trin v c ng dng rng ri. Cc ng dng cng ngh hin nay trong GVHD : NGUYN XUN LN
TRANG 4

PHN TCH CHIN LC MARKETING CA COCACOLA NHM

2
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. - Mt tng cho loi chai tng lai mi y s em n nhiu la chn hn trong cng mt sn phm cho ngi tiu dng. Trong lnh vc ung, cc nh sn xut thng a ra nhiu loi sn phm c hng v khc nhau . Vic xy dng v vn hnh vi dy chuyn nh my cung cp mi loi sn phm nh vy l rt t . Vic phn phi chng cng gp nhiu thch thc, cha k n vic phi c nhng kho cha ln cha loi hng v nh vy. Tuy nhin, loi v chai c lp trnh s ch cn n 1 dy chuyn sn xut to ra th mi v c bn, v d cola. Nhng hng liu khc s c ng trong nhng nt nha hn kn, gn xung quanh ra c chai. va gip gim gi thnh li tn t khng gian trn k. " tng y l cng ty c th a ra nhiu la chn hn, nhng li phn phi t sn phm hn", III/ MI TRNG VN HA_X HI - Ngi tiu dng VN tr, khe v ham vui, h rt yu nc, t ho dn tc, yu thch th thao c bit l yu thch bng . Ngi dn Vit Nam rt thch th hin bn thn v quan tm nhiu n thng hiu. Gii tr Vit Nam rt sng to, mun th hin bn thn v th nghim nhng iu mi m. y l nhng c im chnh ca ngi tiu dng Vit 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. GVHD : NGUYN XUN LN
TRANG 5

PHN TCH CHIN LC MARKETING CA COCACOLA NHM

2
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. M, mt s hng qung co cho McDonald's, Coca Cola, Pepsi, Nestle hay Volvo bt u cuc ua tm cch a cc sn phm vo qung co trong cc tr chi in t. Nm bt c yu t ny, y s l c hi cho cc nh Marketing thu ht v nhn c s quan tm ca gii tr nhiu hn. IV/ 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. 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. 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. V/ MI TRNG TON CU : Cc vn ton cu hin nay gy nh hng mnh m n hot ng kinh doanh ca cng ty nh: - Mi trng nhim: lng kh v cht thi cng nghip do cc cng ty thi ra mi trng ngoi l vn rt c quan tm hin nay. Cc sn phm t thin nhin v thn thin vi mi trng ngy cng ph bin v c nhiu ngi a thch, ng h. - S khan him ngun nguyn liu: Nguyn liu ngy cng khan him v vy i vi cc sn phm gii kht trong ngnh th vic ti ch hiu qu v lon nc ngt l cn thit. GVHD : NGUYN XUN LN
TRANG 6

PHN TCH CHIN LC MARKETING CA COCACOLA NHM

2
- 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. VI/ 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,

C/ M HNH NM LC LNG CNH TRANH I/ CC I TH NHP CUC TIM TNG Nh chng ta bit, trn th trng nc gii kht Vit Nam t lu c khng nh bi hai tn tui ln trn th gii: Coca-cola v Pepsi. Bn cnh , cn c cc hng nc gii kht nh Tribeco v Tn Hip Pht Nhng tn tui ny tr nn qu quen thuc vi ngi tiu dng, chng hn nh cc sn phm ca Cocacola c mt trn th trng Vit Nam 1960 v Pepsi c mt ti Vit Nam vo nm 1991 c s ng h ca hu ht khch hng th trng ny. Di s cnh tranh kch lit gia hai nh sn xut ln ny, v ca cc hng trong ngnh, n to nn mt ro cn nhp ngnh vi nhng i th tim tng l rt cao. Tuy nhin, y l mt ngnh hp dn, nhu cu a dng, nn nguy c nhp cuc cao. II/ CNH TRANH GIA CC I TH TRONG NGNH Trong th trng Vit Nam, ngnh thc ung gii kht gm: Pepsi, Coca, Tribeco, Tn Hip Pht, Wonderfarm, Trong , ni bt ln vi hai i gia ln nht trong ngnh l Cocacola v Pepsi. Chnh v c nhiu s la chn cho khch hng trong vic chn la sn phm, th nn s cnh tranh gia cc cng ty trong ngnh l cao. Cc cng ty khng ngng nng cao sn xut, y mnh cc hot ng truyn thng, qung b thng hiu ca mnh, a dng ha sn phm nhm thu ht khch hng. Tm li, s cnh tranh trong ngnh l cao bi vy n i hi cc cng ty phi n lc cc hot GVHD : NGUYN XUN LN
TRANG 7

PHN TCH CHIN LC MARKETING CA COCACOLA NHM

2
ng ca mnh khng ch m bo th phn m cn m rng th trng Vit Nam. III/ NNG LC THNG LNG CA NGI MUA: Ngnh phc v cho ton b i tng khch hng, y l ngnh c nhiu khch hng v cc nh cung cp nc gii kht hin nay trn th trng cng rt nhiu, hnh thc gii kht cng rt a dng. Ngi mua ngy cng c nhiu s la chn hn gia cc hng trong ngnh v vi s ra i ca cc t chc, hip hi bo v ngi tiu dng th nng lc thng lng ca ngi mua ngy cng nng cao hn so vi trc y. Khch hng s yu cu c cung cp sn phm vi cht lng tt hn, an ton hn, m bo khng gy hi cho sc khe, IV/ NNG LC THNG LNG NH CUNG CP: C mt s nguyn liu trong ch bin nc gii kht khng c sn, phi nhp khu t nc ngoi, v vy cc nh cung cp nguyn liu nc ngoi c th gy kh d cho cc cng ty trong ngnh. Nhng i vi ngnh cng nghip gii kht lu i, c bit l cc thng hiu ni ting th mi quan h hp tc gia cc nh cung cp c thit lp t lu, bn cht. Hn na, cc cng ty trong ngnh mua nguyn liu t cc ngun khc nhau nhm trnh ri ro, V vy, nng lc thng lng ca nh cung cp khng cao. V/ CC SN PHM THAY TH: p lc ch yu ca cc sn phm thay th l kh nng p ng nhu cu so vi cc sn phm trong ngnh, thm vo na l nhn t v gi, cht lng , cc yu t khc nh mi trng vn ha ,x hi, cng ngh cng nh hng ti s e da cc sn phm thay th. y l nhng iu kin bt li i vi ngnh. Hin nay, cc sn phm c th thay th c sn phm trong ngnh l: nc gii kht c ch bin cc qun nc nh nc chanh, nc tri cy, tr sa, c ph,... iu ny nh hng n th trng ca ngnh thc ung gii kht ng chai.

GVHD : NGUYN XUN LN

TRANG 8

PHN TCH CHIN LC MARKETING CA COCACOLA NHM

2
D/ PHN TCH CHIN LC MARKETING Chin lc marketing m cocacoala Vit Nam la chn l chin lc to s khc bit ha. Cng ty to ra s khc bit thng qua ci tin sn phm v to ra s khc bit cho thng hiu ca mnh thng qua cc hot ng truyn thng. Phn phn tch sau y ca chin lc Mar s lm r vn ny. I/ PHN ON V LA CHN TH TRNG MC TIU 1/ PHN ON TH TRNG Do tnh c th ca vit nam cocacola nhn thy rng th trng vit nam rt a dng do cocacola vit nam hng ti gii tr vi phong cch snh iu, tr trung v nng bng. Thc t cho thy, thng hiu khng trc tip phn on th trng m chnh qu trnh phn on th trng i hi phi c mt thng hiu ph hp cho tng phn on nh hnh mt gi tr c nhn no ca ngi tiu dng Cocacola tp trung phn on theo 2 tiu thc chnh: V a l: cocacola vit nam 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 Coca Cola 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: nh ni trn cocacola vit nam tp trung vo gii tr, vi phong cch tr trung nng bng v y cocacola thnh cng theo kho st th cocacola c gii tr n nhn. 2/ TH TRNG MC TIU Cocacola_tp on sn xut nc ngt ln nht th gii n thnh cng nhiu nc trn th gii nn khi thm nhp vo th trng Vit Nam cocacola vn chn mt chin lc phc v ton b th trng. Bc u, cocacola tp trung vo nhng on th trng m nhu cu cng nh c im v mt dn s c t l cao. Trong giai on thm nhp th trng Vit Nam coacola c tr s ln lt l min bc (H Ni), min trung Nng), min nam ( TP H ch Minh) v dn m rng ra cc thnh ph ln cn. Sau khi nghin cu k th trng Vit Nam, cocacola nhn nh y l nhng thnh ph m c kh nng tiu th sn phm rt cao ca GVHD : NGUYN XUN LN
TRANG 9

PHN TCH CHIN LC MARKETING CA COCACOLA NHM

2
h Nhn chung, th trng ung ti Vit Nam c nh gi l c nhiu tim nng.V vy,m Coca Cola bt u thm nhp t 1960, v n thng 2/1994 th tip tc quay tr li(sau khi ht lnh cm vn thng mi ca M).D kin th trng s tip tc tng trng ng k trong nhng nm ti(2012 s tng 46% so vi 2007).Coca Cola nh gi Vit Nam s tng trng vt bc trong 10 nm ti, c th vo top 25 th trng tim nng nht ca hng. Vy, coacacola 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 cocacola. II/ NH V
Coca-Cola l thng hiu c nh v trong u khch 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 bng danh sch cc thng hiu hng u vi gi tr l 68.734 t USD. Coca Cola l thng hiu ton cu, nhn hiu Coca-Cola c 98% dn s th gii bit n

L mt sn phm gii kht lm cho con ngi tnh to v khe khn

tr li, em li s sng khoi tuyt vi. Coca-Cola vn gi vng biu tng ca s tin cy, s c o vn c v s sng khoi tuyt vi. Li ha ca Coca-Cola mang li li ch v s sng khoi cho tt c nhng ai c chng ti phc v, cng ty phn u lm ti mi th trng, lm phong ph ni lm vic, bo v mi trng v cng c truyn thng cng chng. Qua qu trnh hot ng t nhng bc u tin v pht trin trn nhng con ng khc nhau, cc n lc v GVHD : NGUYN XUN LN
TRANG 10

PHN TCH CHIN LC MARKETING CA COCACOLA NHM

2
nhn c ca cng ty u tp trung vo gio dc v xy dng c m tui tr. Khu hiu : Khch hng ca chng ti trn ton th gii l nhng ngi ng c thng thc nc gii kht c cht lng tt nht III/ CHNH SCH SN PHM Coca-Cola ch hot ng trong lnh vc ung bao gm nc ung, nc ung khng cn v nc ung c gas. Cng ty a tao ra rt nhiu loai nc ung vi mui vi, mu ma khac nhau p ng nhu cu a dng ca khch hng, nh: Coke t gas, Sprite, Fanta, Coke hng Vani, Coke, nc tri cy,.... Trong thi gian va qua, Cng ty khng ngng nghin cu pht trin thm nhiu sn phm mi phc v ngi tiu dng Vit Nam nh nc ung ng chai Joy, nc tng lc Samurai, bt tri cy Sunfill, ng thi b sung nhiu hng v mi cho cc sn phm truyn thng p ng th hiu v khu v ca ngi Vit Nam nh Fanta Chanh, Fanta Du, Soda Chanh, v.v. Cng ty Coca-Cola tip tc cam kt lm n lu di ti Vit Nam v lun i mi p ng nhu cu ngy cng cao th trng nc gii kht nng ng v y tim nng Vit Nam. Cc sn phm cocacola Vit Nam: Coca-Cola - Chai thy tinh, lon, v chai nha Fanta Cam - Chai thy tinh, lon, v chai nha Fanta Du - Chai thy tinh, lon, v chai nha Fanta Tri Cy - Chai thy tinh, lon, v chai nha Sprite - Chai thy tinh, lon, v chai nha Diet Coke - lon Schweppes Tonic - Chai thy tinh, lon Schweppes Soda Chanh - Chai thy tinh, lon, v chai nha Crush Sarsi - Chai thy tinh, lon Nc ng chai Joy - Chai PET 500 ml v 1500 ml Nc ung tng lc Samurai - Chai thy tinh, lon v bt Sunfill Cam - Bt tri cy Sunfill Da - Bt tri cy Bao b v kiu dng: Mi thit k, logo ca Coca-Cola li c s chuyn bin linh hot, sng to v thch hp khi xut hin trn cc qung co, hay trn o thun, khn bi bin, m to nn mt chin dch tip th hon ho cho Coca-Cola. Coca va vinh hnh nhn c gii Platium Pentaward 2009 cho mu thit k h GVHD : NGUYN XUN LN
TRANG 11

PHN TCH CHIN LC MARKETING CA COCACOLA NHM

2
2009, y l gii thng cao qu cho nhng nh thit k bao b v kiu dng sn phm bt mt, p, c o. Vi kiu dng ny th Coca-Cola khng nh v tr ng u cho nhng thit k bao b kiu dng v ung. Ngoi ra Coca khng ngng ci tin bao b v kiu dng ngy cng p v tin dng hn. Bao b chai coca gm c: lon 330ml, chai Pet 1.5L, thng 330ml (24L/T), cng ty cng a ra chai nha 390ml vi kiu dng nh gn v thanh nh, nhm p ng d dng nhu cu mua sm ca tng i tng khch hng. Coca-Cola a ra mu chai Fanta Fun c o. y l loi chai vi kiu dng vui mt v c o to cho sn phm Fanta thm v hp dn v snh iu. Kiu dng chai mi ny s lm ni bt hn phong cch tr trung, nng ng c trng ca nhn hiu Fanta, ph hp vi gii tr Vit Nam. c bit, phn thn chai c thit k ti u v va tay lm tng s thoi mi khi s dng sn phm. n lc sng to ca Cng ty Coca-Cola nhm lin tc em li cho ngi tiu dng Vit Nam, nht l cc bn tr, c hi thng thc nhng kiu bao b nc gii kht va c o v hp dn, va vui nhn v tin dng.

Coca cola thng xuyn i mi bao b vi hnh nh bt mt nhm em n cho khch hng s mi l, c o trong sn phm ca mnh. Gn y, Coca tung ra lot sn phm c hnh nh Happiness Factory i vi cc loi chai thy tinh, chai nha v lon vi gi khng i

GVHD : NGUYN XUN LN

TRANG 12

PHN TCH CHIN LC MARKETING CA COCACOLA NHM

2
Lot sn phm ny nm trong chin dch mang tn Happiness Factory va mi c Coca-Cola chnh thc trin khai ti Vit Nam. y cng l chin dch trng im trong nm 2009 c Coca-Cola u t ln nht v chi ph tng th, quy m hot ng v mc sng to. Trong dp Tt, Coca s dng hnh tng "chim n" trong nhiu loi sn phm bao gm cc thng 24 lon Coca - Cola, Sprite, Fanta (ln u tin cng ty c bao b Tt cho Fanta v Sprite); cp hai chai Coca - Cola PET loi 1,25 lt v b 6 lon Coca - Cola 330. Bi v chim n l biu tng bo hiu ma xun v. Nhng n lc ci tin bao b v kiu dng ca Cocacola nhm em n cho khch hng cm gic mi m, c o, vui v, lc quan v thun tin hn khi s dng. IV/ CHNH SCH GI

Sn phm cocacola 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 cocacola 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: 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 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 cocacola c nh gi khc nhau, nhng t l v chi ph tng ng ca chng GVHD : NGUYN XUN LN
TRANG 13

PHN TCH CHIN LC MARKETING CA COCACOLA NHM

nh gi theo loi sn phm: doanh nghip cocacola 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. Hin nay, gi ca sn phm Coca ti th trng VN cao hn so vi cc sn phm cng loi tng ng, tuy nhin mc chnh lch v gi khng cao. C th xem xt thng qua bng gi c cp nht gn y gia Coca v Pepsi: Lon 330 ml Pet 1.5 l Thng (24L/T) V/ PHN PHI: 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. 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 (CCBV) Thnh 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 3 nh my sn xut 3 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 3 khu vc ny. i vi sn phm nc gii kht, khu phn phi rt quan trng, vic Pepsi vo th trng Vit trc nn nm c kh nhiu nh phn phi hn Coca, 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 hng, 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, VI/ QUNG CO: Mt trong nhng b quyt quan trng to nn s thnh cng cho Coca-cola chnh l hot ng qung co . Ai cng bit rng cht lng, mi v ca Coca-Cola khng h thay i t c hn 100 nm nay. Ci gii ca tp on Coca-Cola chnh l cc hot ng qung co, marketing xy dng nn mt thng hiu hng ho ni ting. Coca-Cola l mt trong s t cc cng ty dnh mt s tin tng ng chi ph sn xut nh bng tn thng hiu ngay t khi mi thnh lp. Bn cnh , s t tin ca Coca-cola chnh l yu t to nn thng hiu ngy nay , c th hin r rng trong cc GVHD : NGUYN XUN LN
TRANG 14

Coca 6.800 14.000 145.000

Pepsi 6.500 13.500 140.000

PHN TCH CHIN LC MARKETING CA COCACOLA NHM

2
khu hiu qung co ca h. Nhng cu ch nh Thc ung khng cn tuyt vi ca quc gia (1906), 6 triu mt ngy (1925), Th tht (1942), Ci bn mun l mt chai Coke (1952), Coke l th (1982) v Lun lun l Coca-Cola (1993) u chng t tham vng v s t tin ca thng hiu ny. Coca Cola lun u t cho cc chin lc qung co sn phm ca hng. Ti nhng ca hng bn l v ti cc siu th, Coca Cola bao gi cng c by bn ngang tm mt, ngay trc nhng hnh lang, hoc nhng ni bt mt. c c s u tin ny, Coca Cola phi tr nhng khon tin khng nh cht no. H lun dnh mt khon u tin ring cho hot ng qung co sn phm ca mnh n vi mi ngi thng qua tivi, bo ch, cc hot ng v tr chi. Theo Cng ty truyn thng v nghin cu th trng TNS Vit Nam, Coca-Cola 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. l mt khon tin khng h nh m Coca-cola Vit Nam khng tic khi chi tr cho hot ng qung co ca mnh. Cc qung co ca Coca rt n tng v thu ht c nhiu s ch ca mi ngi, vi nhng tng c o, sng to, th hin cm gic mi l c o nh vi on qung co ca Coca vi Mr BRRRRRRRrrrr, qung co v Happiness Factory, v mi y nht l qung co vi tng v cch n mng chin thng ca cc ngi sao bng ni ting vi nhc nn Waving Flag, bi ht chnh thc ca World cup 2010. VII/ KHUYN MI: c nhng thnh cng ln ca Coca-cola trn th trng Vit Nam hin nay, th nhng nh lm marketing thc s to c hiu qu trong vic s dng cng c truyn thng ca mnh. Hiu c tm l ca ngi tiu dng, Coca-cola khng qun rng hot ng khuyn mi l mt trong nhng cng c tt nht qung b hnh nh ca sn phm n vi ngi tiu dng. Cng ty Coca-Cola Vit Nam va khi ng chng trnh khuyn mi trn ton quc dnh cho gii tr nng ng: Bt np Sp i Trng i. im khc bit ca chng trnh ny vi cc chng trnh khuyn mi thng thng l tinh thn ch o Chung hng nim vui dnh cho nhm bn hn l mt c nhn. Tinh thn ny c th hin t cch thc trng thng: ghp i cc np chai hay khoen lon trng thng n nhng gii thng m gii tr yu thch. Khch hng khi ung cc sn phm chai v lon nc gii kht c GVHD : NGUYN XUN LN
TRANG 15

PHN TCH CHIN LC MARKETING CA COCACOLA NHM

2
sn xut bi Coca-Cola Vit Nam nh Coca-Cola, Fanta Cam, Sprite, Samurai, Thums Up s 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 Cc gii thng khng n thun l cc vt dng m cn l cch gii tr th hin c tnh cng nh phong cch thng thc cuc sng ca h. Cc bn tr khi ung chai hoc lon cc sn phm ca Coca-Cola Vit Nam s c c nhng np chai hoc khoen lon c hnh mt na ca gii thng. Nu ghp 2 np chai hoc 2 khoen lon c nhng k hiu tng ng nhau nh trong iu l th s trng gii. Nh vy c hi trng gii s cao hn nu cc khch hng tr t 2 ngi tr ln cng nhau phi hp v su tm cc thng tin may mn ny! Vic s dng cc hnh thc khuyn mi khng ch gip cho doanh s ca cng ty tng ln, m n cn th hin gi tr m cng ty mang li cho cc khch hng ca mnh. y l mt cng c truyn thng c lc khng ch ring Coca-cola s dng m hu nh cc cng ty khi i vo hot ng cng xem y l mt cch thc pht trin th phn ca mnh. VIII/ CC HOT NG KHC: Cocacola Vit Nam thng xuyn t chc cc hot ng b ch, y ngha vi khch hng, c bit l cc chng trnh dnh cho gii tr. Cc hot ng ny to cho coca mt hnh nh i mi, sng to, y nng ng, lc quan, hnh phc v y cun ht. Cc hot ng ny to s thn thuc v gn gi hn gia Coca-Cola v ngi tiu dng bng nhng hot ng y bt ng v sng to.
- T chc Chin dch Happiness Factory: nhm th hin th gii bn

trong y sinh ng v say m ca mt chai Coca-Cola v truyn cm hng lc quan n ngi tiu dng, c trin khai di nhiu hot ng sng to, th v. Nhn dp ny, Coca-Cola cng dnh gn mt triu mu sn phm dng th cho ngi tiu dng ti cc thnh ph ln nh H Ni, H Ch Minh v Cn Th. - "Ht cng Coca-Cola" - C hi cc bn tr th ti ca ht : L mt trong lot cc hot ng tng bng ca chin dch Ung l BRRRR ang c Coca-Cola trin khai trn ton quc, cuc thi BRRRR-KOOL SUMMER c t chc khuyn khch tinh thn lun th hin v tri nghim nhng iu mi m gii tr cuc sng lun trn ngp nim vui v hng khi. Coca-Cola mong mun mang n mt cm gic sng khoi hon ton mi l, c o v khng ging vi bt k tri nghim no trc cho ngi tiu dng. GVHD : NGUYN XUN LN
TRANG 16

PHN TCH CHIN LC MARKETING CA COCACOLA NHM

2
- Coca-Cola t chc chin dch C Coca-Cola mn no cng ngon : nhm qung b vn ha m thc Vit Nam thng qua nhiu hot ng th v trong c chng trnh truyn hnh thc t ua ti m thc. Ba n l dp mi ngi t hp, tr chuyn v thng thc cc mn ngon cng nhau. Mt ba n ngon ming cng vi khng kh vui v lun gp phn lm tng thm tnh cm gn b gia cc thnh vin trong gia nh, bn b, ng nghip... V th, Coca-Cola thc hin chin dch C Coca-Cola mn no cng ngon nhm qung b v lm phong ph vn ha m thc Vit Nam cng nh hng dn cch kt hp v thng thc cc mn n mt cch hi ha nhm em li s ngon ming v mang mi ngi n gn nhau hn.

- Coca-Cola ti tr thc hin chng trnh truyn hnh thc t si ng ua ti m thc : pht sng 9h sng ch nht hng tun trn knh HTV9 bt u t 18/10, pht li lc 10h20 th by hng tun trn knh HN1 v 20h30 th su, 10h30 th by hng tun trn knh HTV3. y GVHD : NGUYN XUN LN
TRANG 17

PHN TCH CHIN LC MARKETING CA COCACOLA NHM

2
khng ch l mt chng trnh mang tnh gii tr cao m cn l b sung kin thc m thc, gip cc bn c thm thng tin la chn thc n c ch cho sc khe, bit cch ch bin mn n yu thch, cng nh c nhng khonh khc th v cng bn b v gia nh. - Coca-Cola cn to chuyn trang m thc vi nhiu thng tin b ch trn knh 14 ti a ch: http://duataiamthuc.kenh14.vn/: Ti y, cc bn tr c th ng k tham gia v cp nht thng tin v chng trnh ua ti m thc cng Coca-Cola, tr li cc cu hi hng tun ginh nhng gii thng hp dn v cng b bn chia s v cc mn n ngon, cc c sn ca tng vng, min cng cc a ch m thc trn ton quc. Nhn dp ny, Coca-Cola cng dnh 300.000 mu dng th min ph ti cc nh hng, qun n 2 th l H Ni v TP HCM. - Chng trnh Chia s cng ai iu tt p nht? Dnh CocaCola u Nm cho ngi bn yu thng : gi hng trm, hng ngn li chc tt p ca mi ngi n mi min t nc. c bit chng trnh Coca-Cola u Nm s dnh s tin 233.420.000 ng tng ng vi 46.684 li yu thng cc bn gi cho ngi thn bn b trong sut thi gian din ra chng trnh ng h cho chng trnh Nc sch cng ng. Vi chng trnh ngha ny, Tt nm nay khng nhng khch hng ca coca c s chia yu thng m cn gp phn ng gp v cng ng. - Chin dch ca Coke mi y ly tng ch o l cc hot ng n mng chin thng mt cch y ngu hng. Ngi hm m c th chia s nim vui chin thng thng qua m nhc, cc s kin tng tc. Ngoi ra chng trnh diu hnh ca chic cp v ch World Cup (Coca-Cola FIFA World Cup Trophy Tour) s l tm im trong chui s kin ny. Thng ip ca hot ng ny l : Cng Coca-Cola n mng chin thng & n Nam Phi xem World Cup. Cup vng tri qua cuc hnh trnh qua 86 quc gia, trc khi trao cho i v ch ti Nam Phi vo ma h. Vit Nam l im dng chn th 2 ca hnh trnh chnh thc vng quanh th gii, sau khi khi hnh ti n vo u thng 1/2010. Cocacola mun mang n cho khch hng v cng l ngi hm m bng c hi c tn mt chim ngng v chp hnh lu nim cng chic cp vng danh gi nht hnh tinh ny. Cc hot ng ca l hi nhm ku gi ngi hm m th hin tinh thn lc quan v nim am m vi bng ha chung vi tinh thn th thao say m ca ton th gii. Vi s kin ny, ngi hm m ngoi c hi c tn mt chim ngng chic cp vng danh gi nht hnh tinh, cn c tham gia cc hot ng vui chi gii tr ho hng nh: chp hnh lu nim cng chic cp vng, xem phim 3D v nhng khonh khc th v ca FIFA World Cup, tranh ti cng cc tr chi GVHD : NGUYN XUN LN
TRANG 18

PHN TCH CHIN LC MARKETING CA COCACOLA NHM

2
th thch si ni, c phc v Coca-Cola min ph v nhiu hot ng hp dn khc. - Ha cng khng kh World Cup sp n gn, Coca-Cola Vit Nam dnh cho ngi hm m Vit Nam cuc thi n Mng Bt Tn th v vi gii thng chung cuc hp dn. Qua , t ngy 15/3 n ngy 31/5, ngi hm m s ng ti cc clip n mng bn thng t sng tc ln trang web http://www.coca-cola.zing.vn/ . Ngi c clip n mng bn thng sng to v n tng c s bnh chn cao nht trn trang web ny s c phn thng l mt sut n Nam Phi cng 12 ti nng bng tr ti Hi tri bng ton cu Coca-Cola Nam Phi 2010 vo thng 6. - Khn gi truyn hnh s quyt nh 12 gng mt no s ginh sut i Nam Phi tham d Hi tri bng ton cu Coca-Cola Nam Phi 2010 vo thng 6 ti y thng qua cc chng trnh truyn hnh thc t do VTV thc hin, ghi li hnh nh tp luyn, th thch v thi u ca 24 ng vin v pht sng trn VTV3. Tt c cc hot ng tuyn chn, hun luyn, th thch v sinh hot ca cc em trong chng trnh Hi tri bng ton cu Coca-Cola Nam Phi 2010 cng nh trong 4 ngy tp hun tp trung ny u c i truyn hnh Vit Nam ghi hnh v dng thnh 12 tp phim truyn hnh thc t, pht sng trn VTV3 mi th 6 hng tun lc 17h, v pht li vo th 3 tun k tip trn VTV6 lc 20h45 vi thi lng khong 30 pht mi tp. Qua 12 tp phim, ngoi cc hot ng hun luyn v th thch, khn gi s c xem nhng cu chuyn ngoi sn tp cng cc cm xc v k nim vui bun ca cc em xuyn sut chng trnh. i c s bnh chn cao nht t khn gi xem i trong sut thi gian pht sng s ginh sut n Nam Phi tham d Hi tri bng ton cu Coca-Cola Nam Phi 2010 vo thng 6 ti y. Qua chng trnh, cc em c gp g, giao lu vi i s thng hiu ca Coca-Cola lnh vc ca nhc l ca s Phng Vy. Ngoi ra cc em cn c xem cc video clip n mng bn thng ca cc cu th, i bng ni ting sng to ra cc cch n mng bn thng c o ca c nhn v c i. Trong bn ngy hun luyn ti Thnh Long, di s dn dt ca HLV Triu Quang H, t chuyn mn i din VFF cng hai i s thng hiu trong lnh vc th thao ca CocaCola l tuyn th quc gia v l cu th ca CLB Gch ng Tm Long An Phan Thanh Bnh v cu th ca CLB Bnh Dng Philani gc Nam Phi, 24 em c chia thnh hai i (mi i 12 em) c hun luyn chuyn mn bng c bn, vt qua cc vng th thch v thi u i khng trc tip.

GVHD : NGUYN XUN LN

TRANG 19

PHN TCH CHIN LC MARKETING CA COCACOLA NHM

GVHD : NGUYN XUN LN

TRANG 20