B GIO DC V O TO TRNG I HC M TP.

HCM ----------

BN K HOCH PR

SN PHM NC TINH KHIT NHN HIU DASANI CA CNG TY COCA-COLA VIT NAM
Nhm Hello _ Lp MK91 Tn thnh vin: 1. o L Ngc Bch 2. Trn Th Thanh Xun 3. Trn Th Thanh Tm 4. H Th Phng Thanh 5. Bi Th Kim Thm 6. Nguyn Th Kim Thoa 7. Phm Vn Th MSSV 095 401 2027 095 401 0627 095 401 0432 095 401 2436 095 401 0467 095 401 0485 095 401 2486

TP.HCM Thng 4 2012

K hoch PR

Thy: Nguyn Hong Sinh

N MN HC Hng dn cho im
1. Thuyt trnh Phn tch/hiu r tnh th ca t chc Cc xut thit thc v xc ng Tnh sng to & chuyn nghip Tr li cht vn 2. Bn k hoch Phn tch tnh th Mc ch & mc tiu Xc nh cng chng & thng ip Chin lc PR ngh Cc chin thut thc thi Tiu ch nh gi im: Nhn xt: .......................................................................................................................................... .......................................................................................................................................... .......................................................................................................................................... .......................................................................................................................................... .......................................................................................................................................... .......................................................................................................................................... .......................................................................................................................................... Ging vin (K tn):........................................ Ngy ................................................................ 2 2 2 2 2 2 4 4 4 4 4 4 6 6 6 6 6 6 8 8 8 8 8 8 10 10 10 10 10 10 2 2 2 2 4 4 4 4 6 6 6 6 8 8 8 8 10 10 10 10

......................................................

Nhm: Hello

K hoch PR

Thy: Nguyn Hong Sinh

BNG PHN CNG CNG VIC

STT H V TN

MSSV

o L Ngc Bch (nhm trng)

095 401 2027

Trn Th Thanh Tm

095 401 0432

Trn Th Thanh Xun

095 401 0627

H Th Phng Thanh

095 401 2436

Nguyn Th Kim Thoa

095 401 0485

Bi Th Kim Thm

095 401 0467

Phm Vn Th

095 401 2486

CNG VIC Phn chin lc Phn chin thut 1 ca chin lc 1 Phn lch trnh v ngn sch Tng hp bi Lm powerpoint Thuyt trnh Phn phn tch tnh th Chin thut 2 ca chin lc 1 Phn nh gi o lng Phn lch trnh Phn bin Phn phn tch tnh th i tng mc tiu Lm powerpoint Tm ti Phn thng ip Phn tm tt ban lnh o Tm ti Phn bin Gii thiu tng quan v cng ty Chin thut ca chin lc 3 Cc th l ca cuc thi Phn bin Gii thiu tng quan v cng ty Chin thut ca chin lc 3 Cc th l ca cuc thi Tm ti Phn mc ch v mc tiu PR Chin thut ca chin lc 2 Phn lch trnh Phn bin

Phn 2: Gii thiu tng quan v cng ty Coca-Cola Vit Nam 7

Lch s hnh thnh 7 i th cnh tranh 9 Chin lc kinh doanh ca Coca-Cola 9
Nhm: Hello 3

K hoch PR

Thy: Nguyn Hong Sinh

Phn 3: Phn tch tnh th 10

Phn tch ma trn SWOT 10 Nu vn 12

Phn 4: Mc ch v mc tiu PR 13
Mc ch 13 Mc tiu: sau 1 nm 13

Phn 5: i tng mc tiu 14

i tng s cp 14 i tng th cp 14

Phn 6: Thng ip then cht 15 Phn 7: Chin lc 16 Phn 8: Chin thut 16 Phn 9: nh gi 20 PH LC 22
Th l cc cuc thi ca hi thi Thay i th gii bng phong cch xanh 22 Cuc thi lm handmade v thit k Trang phc xanh 22 Cuc thi V iu Dasani ca Coca-Cola 23 Thi gian: 1-30/5/2013 23 i tng: Cng dn Vit Nam c tui t 16 n 25 tui, nng ng, t tin c nim am m v o. 23 Hnh thc tham gia: Theo nhm, gii hn thnh vin t 4 n 10 ngi 23 C cu gii thng: 1 Gii Nht: 20 triu ng 1 Gii Nh: 15 triu ng 1 Gii Ba: 10 triu ng/gii 6 gii khuyn khch: 5 nghn ng/gii Ngoi ra, mi gii thng u c cng thm 1 nm s dng nc ung Dasani min ph dnh cho cc nhm t gii. 23 Hnh thc trao gii: Trao gii trc tip ti m nhc hi m nhc Coca-Cola-xanh dasani ti sn khu nhc Lan Anh. 23 Cuc thi bao gm 3 vng thi: a. Vng loi: Th sinh gi bn ng k v link video Youtube bi nhy ca nhm v email ca BTC cuc thi (lu : Bi nhy ny khng nht thit l bi nhm chn d thi). T y, BTC s chn ra nhng nhm nhy tt nht vo vng casting. vng casting, th sinh s phi nhy bi ht ca thn tng m mnh la chn d thi.
Nhm: Hello 4

K hoch PR

Thy: Nguyn Hong Sinh

Bn ng k bao gm: Tn nhm, i din nhm, ST v email lin lc, s lng thnh vin, link video bi nhy ng , tn tit mc ng k d thi, thi lng bi d thi. Cc bn gi bn ng k km video vo a ch vudieudasani@gmail.com Hn cht l ngy (15-5-2013) b. Vng casting: Thi gian: 20-5-2013 ti ta son bo Hoa Hc Tr. D kin s c 30 nhm c BTC chn thi u trong vng casting Cc nhm tham gia casting s c ti a 5 pht th hin bi nhy m mnh la chn. Bi biu din c th l c mt bi ht ca thn tng cng c th c ghp t nhiu bi ht khc nhau. BTC s cn nhc la chn ra 10 nhm xut sc nht vo vng Chung kt khu vc. Ton b hnh nh, video ca th sinh,Ban t chc s c ton quyn s dng. 23 Tiu ch nh gi: 24 Nhy p, n tng. 24 Sng to trong ghp bi (Phi hp nhc v cc ng tc gia cc bi lp ghp ph hp). 24 u t cho trang phc (trang phc khe khon, ph hp vi la tui, bt mt v n tng). 24 nh gi cao nhng bi nhy hng ti bo v mi trng. 24 c. Chung kt ny la: D kin vng thi Chung kt s c t chc vo ngy 29-5-2013. Nhng nhm nhy n tng nht s c biu din, tranh ti vi nhau. Nhm thng cuc s c biu din trong m nhc. 24 Mt s hnh nh v sn phm Dasani 25 Ngn sch d kin 25 1.Lch trnh 25

TI LIU THAM KHO 27 Tp hp cc bi vit hay v PR ThS. Hong c Bnh. 27 Slide bi ging mn Quan h cng chng Thy Nguyn Hong Sinh. 27 62 chin dch PR xut sc Dch gi: Trn Anh NXB Lao ng-X hi. 27 Website ca Tng cc thng k: http://www.gso.gov.vn/default.aspx? tabid=387&idmid=3&ItemID=11505) 27
Nhm: Hello 5

K hoch PR

Thy: Nguyn Hong Sinh

Mt s trang web khc: 27 http://tailieu.vn/xem-tai-lieu/phan-tich-chien-luocmarketing-cua-cocacola.206390.html 27 http://www.iamvn.com/vn/default.aspx?news_id=211 27 http://tailieu.vn/xem-tai-lieu/moi-truong-marketing-cuacoca-cola.508551.html 27 http://wrmarketers.com/forum/viet-nam/491-dasani-doi-thudang-gom-cua-aquafina.html 27 http://www.arti.edu.vn/document/chuyen-nga%CC%80nhpr/pr-manager-02-/596/ 27

Nhm: Hello

K hoch PR

Thy: Nguyn Hong Sinh

Phn 1: Tm tt cho lnh o Cng ty Coca-Cola Vit Nam chnh thc tung sn phm nc tinh khit Dasani trn th trng Vit Nam vo nm 2010, nhng n nay, s lng ngi bit n nhn hiu Dasani l rt t, c bit l tnh nng ni tri xon chai thn thin vi mi trng li cng him. Bn cnh , nhng cuc nghin cu gn y cho thy nhiu c s sn xut nc ng chai vi phm cc tiu chun v v sinh an ton thc phm khin ngi dn ngy cng mt lng tin v dn chuyn sang ung nc si ngui lm mt dn th phn ca nc ng chai. Do , k hoch PR ny nhm mc ch nh v sn phm nc ung tinh khit Dasani l sn phm xanh v sch, gn lin nhn hiu Dasani ca Coca-Cola Vit Nam vi thc bo v mi trng nhm gii quyt nhng vn trn. Vi 3 chin lc chnh:
Xy dng chng trnh gii thiu c tnh ni bt, thn thin vi mi

trng ca sn phm nc tinh khit Dasani thng qua vic hng ti ngy mi trng th gii c trin khai qua 2 chin thut t gii thiu trn sng v ngy hi xy dng ngi nh xanh.
Xy dng chng trnh nhc nh ngi tiu dng v sc khe ca h,

qua nhn mnh vic s dng nc tinh khit ng chai sch v khuyn khch s dng sn phm nc tinh khit Dasani ca cng ty Coca-Cola Vit Nam c trin khai thng qua bui hi tho Tm quan trng ca nc i vi c th con ngi.
Thit k chng trnh ku gi mi ngi cng chung tay bo v mi

trng nhm xy dng hnh nh nhn hiu Dasani ca Coca-Cola Vit Nam s lun ng hnh cng bn bo v mi trng qua cc cuc thi, m nhc hi v cc ti tr, u gi gy qu v mi trng. Sau y l bn k hoch PR chi tit cho sn phm nc tinh khit nhn hiu Dasani ca cng ty Coca-Cola Vit Nam. Phn 2: Gii thiu tng quan v cng ty Coca-Cola Vit Nam Lch s hnh thnh
Nhm: Hello 7

K hoch PR

Thy: Nguyn Hong Sinh

Nm 1960: Ln u tin Coca-Cola c gii thiu ti Vit Nam. Thng 2-1994: Coca-Cola tr li Vit Nam sau khi Hoa K bi b

lnh cm vn thng mi v bt u qu trnh kinh doanh lu di.

Trc 1998: Php lut Vit Nam cha cho php vic cc cng ty

lin doanh tr thnh cc cng ty 100% vn c phn nc ngoi nn Coca-Cola phi lin doanh vi cc cng ty Vit Nam tr thnh cng ty Coca-Cola ng Dng Min Bc, cng ty Coca-Cola Chng Dng Min Nam v Coca-Cola Non Nc min Trung.
n thng 6-2001: Cc cng ty mi c hp nht thnh cng ty

Coca-Cola Vit Nam.

T 1-3-2004: Coca-Cola Vit Nam c chuyn giao cho

Sabco, mt trong nhng tp on ng chai danh ting ca Coca-Cola trn th gii.

2.1. Sn phm ca cng ty Coca-Cola Vit Nam

Nc gii kht c gas: Coca-Cola, Fanta cc loi, Sprite Nc tng lc: Samurai. Nc tinh khit: Joy nay c thay bng sn phm mi Dasani.

2.2. Th trng mc tiu Coca-Cola khi thm nhp vo Vit Nam vn chn mt chin lc phc v ton b th trng. Coca-Cola thc hin phn khc th trng ch yu theo a l, tp trung cc thnh ph ln ni c mt dn s v tn sut s dng cao l min Bc (H Ni), min Trung ( Nng), min Nam (TP.HCM) v theo nhn khu (ch yu nh vo gii tr - i tng c nhu cu s dng cao). y l th trng mc tiu ca Coca-Cola. 2.3. Khch hng mc tiu i tng khch hng m Coca-Cola hng n l tt c mi ngi. iu hng n t duy Coca-Cola l sn phm ca ton dn, bt c ai cng c th s dng.
Nhm: Hello 8

K hoch PR

Thy: Nguyn Hong Sinh

i th cnh tranh Ngnh thc ung gii kht trn th trng Vit Nam gm: Pepsi, CocaCola, Tn Hip Pht, Tribeco, Wonderfarm, trong ni bt ln vi hai i gia ln nht l Coca-Cola v Pepsi. Di s cnh tranh kch lit gia hai nh sn xut ln v cc hng trong ngnh to nn mt ro cn nhp ngnh cng vi nhng i th tim tng rt cao, ng thi c nhiu la chn cho khch hng trong vic la chn sn phm, do s cnh tranh gia cc cng ty trong ngnh l rt cao. Chin lc kinh doanh ca Coca-Cola Hy tp trung vo cc th trng ch cht ch khng nn u t dn tri ri khng thu c g trong c nm 2.4. M hnh PEST ca cng ty Coca-Cola

Political (Chnh tr-Php lut): H thng php lut Vit Nam kh

n nh, ngy cng c hon thin to iu kin cho cc doanh nghip pht trin bn vng v cnh tranh lnh mnh.

Economic (Kinh t): Mc tng trng kinh t ca Vit Nam 2010

l 6.78% tng 1.46% so 2009. 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. Nhng lm pht ca Vit Nam 2010 cng tng n 11.75% khin gi cc mt hng gia tng do ngi tiu dng s ct gim nhng chi tiu khng cn thit, tiu dng gim.

Sociocultrural (Vn ha-x hi): Ngi tiu dng Vit Nam tr,

khe, h rt yu nc, t ho dn tc, yu thch th thao c bit l bng , sng to, mun th nghim nhng iu mi m. Ngi dn Vit Nam thch th hin bn, quan tm n sc khe ca bn thn v gia nh. y l nhng c im chnh ca ngi tiu dng m cng ty cn nm bt c th a ra nhng chin lc ph hp.

Nhm: Hello

K hoch PR

Thy: Nguyn Hong Sinh

Technological (Cng ngh): Cng ngh ngy cng pht trin v

c ng dng rng ri vo sn xut. Hin nay cng ty ang tp trung nghin cu v sn xut loi v chai d ti ch v thn thin vi mi trng.

Phn 3: Phn tch tnh th Phn tch ma trn SWOT

3.1.1.

im mnh Thng hiu Coca-Cola l thng hiu nc gii kht ni ting

lu nm, c uy tn hng u trn th gii, v th sn phm ca cng ty Coca-Cola lun c ngi tiu dng tin tng. Cng ty Coca-Cola c cng ngh sn xut hin i v th lun m bo v cht lng sn phm cng nh s lng cung ng cho cc nh phn phi. c s h tr ti chnh mnh m ca cng ty m M.

So vi nhn hiu nc ung ng chai Dasani nc ngoi th

Dasani Vit Nam c mu m bao b thn thin vi mi trng, d dng phn bit vi cc nhn hiu nc ung ng chai khc nh Aquafina, Lavie., to nn li th cnh tranh.

Nhn hiu Dasani c c s khc bit so vi cc nhn hiu khc

v tng cng nh thng ip.

3.1.2.

im yu

Cng ty cha c nhng chin lc qung b sn phm c th,

rng ri nn cn nhiu ngi tiu dng khng bit n nhn hiu nc tinh khit Dasani ca Coca-Cola mc d thng hiu Coca-Cola li c nhiu ngi bit n.

Cng ty cha u t nhiu chi ph vo vic qung co tip th sn

phm nc tinh khit Dasani trn th trng.

Nhm: Hello

10

K hoch PR
3.1.3.

Thy: Nguyn Hong Sinh

C hi
Trong nm 2009, mi ngi tiu dng ti Vit Nam chi hn

28.100 ng cho nc tinh khit v hn 10.200 ng cho nc khong, tng ln lt 3,9% v 4,8% so vi nm 2008. D bo vo cui 2014, th trng nc ung ng chai Vit Nam s t tng doanh thu khong 279 triu USD, tng trng bnh qun 6%/nm trong giai on 2009-2014, tng sn lng ton th trng c t trn 307 triu lt (Ngun: Cng ty Datamonitor, Anh). y l c hi ln Coca-Cola pht trin sn phm nc ung ng chai Dasani vo th trng Vit Nam.
Ngy nay, vn bo v mi trng ang c mi ngi quan

tm v hng ng v th Coca-Cola tung ra sn phm Dasani vi tng c o hng n s thn thin vi mi trng s d dng c ngi tiu dng quan tm v chp nhn.
Nh nc Vit Nam lun to mi iu kin v khuyn khch cc

doanh nghip u t sn xut i i vi vic bo v mi trng.

Thu nhp ca ngi dn ngy cng tng, h cng quan tm chm

sc sc khe v th xu hng tiu dng nhng sn phm c cht lng cao v tt cng tng theo.
3.1.4.

Thch thc Tm l ngi tiu dng lun c thi quen dng nhng nhn hiu

mnh hay s dng, v th rt kh c th lm h thay i nhng thi quen v chuyn sang mt nhn hiu mi. Nhn thc ngi tiu dng vn cn hoang mang, khng phn bit

c nc ung no tt hn, lun thay i trc s chong ngp ca hng trm loi nc gii kht

Hin ti trn th trng nc ung ng chai xut hin nhiu sn

phm khng m bo cht lng, nh hng n sc khe ca ngi tiu dng. iu ny khin khng t ngi tiu dng dn mt lng tin vo cc sn phm

Nhm: Hello

11

K hoch PR

Thy: Nguyn Hong Sinh

nc ng chai. chnh l thch thc ln cho ngnh sn xut nc ung ng chai ni chung v nhn hiu Dasani ni ring.

Ngy cng xut hin nhiu nhn hiu nc ung ng chai vi gi

thnh r to ra p lc cnh tranh cho nhn hiu Dasani.

Kt qu kho st ca Nielsen VietNam cng cho thy, th phn ca

La Vie trong th trng nc ung ng chai hin nay l 31%, Aquafina cng ngang tm vi 30% th phn. C bn nhn hiu ln l La Vie, Aquafina, Vnh Ho, Joy (hin nay l Dasani) hin nm gi gn 80% th phn th trng ny. V th Coca-Cola s phi n lc rt nhiu nu mun nhn hiu Dasani ng vng trong th trng ny. Nu vn Qua vic phn tch m hnh SWOT c th thy c nhng vn m sn phm nc tinh khit nhn hiu Dasani ca cng ty Coca-Cola ang gp phi trn th trng Vit Nam: Ngi tiu dng ngy cng khng tin tng vo cc sn phm nc ng chai v dn chuyn sang s dng nc si ngui.
Nhn hiu Dasani c tng c o cng thng ip ngha l

hng n s thn thin vi mi trng nhng li khng c nhiu ngi bit.

V vy nhm quyt nh lp k hoch PR ny nhm gip ngi

tiu dng tin tng v n gn hn vi nhn hiu nc tinh khit Dasani ca cng ty Coca-Cola Vit Nam, khng nh sn phm Dasani l lun thn thin vi mi trng. K hoch d tnh s c thc hin trc ht l ti thnh ph H Ch Minh, ch trng c bit l vo cui thng 5 v u thng 6. Vi nhng l do sau:
Th nht, Thnh ph H Ch Minh l mt trong nhng siu th

ca nc ta vi tng s dn gn 8 triu ngi th tnh trng khan him ngun nc sch l rt cao cng vi tnh trng nhim mi trng do x rc ba bi, nhng cht thi khng c x l trit v sn phm khng d ti ch.

Nhm: Hello

12

K hoch PR

Thy: Nguyn Hong Sinh

Th hai, theo s liu thng k ca Tng cc thng k th thu nhp

bnh qun trn u ngi ti Thnh ph H Chi Minh cao hn nhiu so vi cc thnh ph khc chng t sc mua ca ngi dn thnh ph H Ch Minh kh ln, cng vi nhp sng hi h th vic s dng nc tinh khit ng chai sn s nhanh v tin li. Thnh ph H Ni Nng Cn Th H Ch Minh Thu nhp bnh qun u ngi nm 2008 (n v: ngn VN) 1719.6 1366.6 1130.8 2191.7

(S liu ca Tng cc thng k v thu nhp bnh qun u ngi nm 2008)

V cui cng, thng 6 l thng v mi trng (ngy 5-6 l ngy

Mi trng th gii) m nhn hiu Dasani ca Coca-Cola Vit Nam li mang thng ip hng ti vic bo v mi trng, do vic tp trung cc hot ng PR vo cui thng 5 v u thng 6 l hp l v cng ty Coca-Cola s nhn c s hng ng tch cc t pha cng ng v cc T chc v Mi trng. Phn 4: Mc ch v mc tiu PR Mc ch nh v nc ung tinh khit Dasani l sn phm xanh v sch, gn lin nhn hiu Dasani ca Coca-Cola Vit Nam vi thc bo v mi trng. Mc tiu: sau 1 nm Nhn thc ngi tiu dng: Xy dng nhn thc cho 30% trong s 7,3 triu ngi (*) Thnh ph H Ch Minh bit sn phm nc tinh khit Dasani l sn phm thn thin vi mi trng thng qua vic thng tin cho ngi tiu dng bit c tnh ni tri ca sn phm, ng thi tc ng vo thc ngi tiu dng l khi h s dng

Nhm: Hello

13

K hoch PR

Thy: Nguyn Hong Sinh

nc ung Dasani l h ang cng Coca-Cola Vit Nam ng gp vo vic bo v mi trng.

Thi ngi tiu dng:

Ngi tiu dng c nim tin v cht lng sn phm nc ung tinh khit ng chai Dasani ca cng ty Coca-Cola l an ton vi sc khe ngi tiu dng, ng thi tng t l ngi tiu dng yu thch sn phm nc ung tinh khit Dasani ln 20% trong s 7,3 triu ngi (*) Thnh ph H Ch Minh. Hnh vi ngi tiu dng: 15% trong s 7,3 triu ngi (*) Thnh ph H Ch Minh c thi quen chn sn phm Dasani thay cho cc sn phm nc tinh khit khc trn th trng trong 1 nm ti, nm 2013. (*) (Ngun s liu: Dn s v mt dn s nm 2010 phn theo a phng ca Tng Cc Thng K) Phn 5: i tng mc tiu i tng s cp

Ngi ln (25-45 tui): c thu nhp trn 2 triu ng/thng, lun

ch trng n vn sc khe ca mnh v gia nh, c mi quan tm vi nhng vn nn ca mi trng, s bin i kh hu v hnh vi ca h nh hng n mi ngi trong gia nh.

Gii tr (15-25 tui): thuc gia nh c tng lp kh, c nhu cu

tiu dng cao, lun ham mun khm ph nhng iu mi l, nng ng, thch th hin mnh qua cc hot ng tnh nguyn, cc cuc thi v mi trng, bit quan tm n sc khe ca mnh v mi ngi xung quanh. i tng th cp Cng ty Coca-Cola: chu trch nhim ti tr, ch tr v thc hin k hoch PR. Gii truyn thng: truyn b thng ip v phn hi thng tin t ngi tiu dng v sn phm.
Nhm: Hello 14

K hoch PR

Thy: Nguyn Hong Sinh

i din s Mi trng TP.HCM, bc s, chuyn gia t vn: gip

xy dng lng tin v thng ip v sn phm Dasani m Coca-Cola Vit Nam nhm n. Gii ngh s: nhng hnh ng ca h tc ng ln n gii tr, nhng fan hm m. Phn 6: Thng ip then cht

Thng ip 1: Coca-Cola mong mun em li cho ngi tiu dng

nim tin v nc ung tinh khit ng chai l an ton cho sc khe v khng nh cht lng ca sn phm Dasani. V chng ta bit rng nc l mt phn tt yu trong c th con ngi, n chim ti hn 75% trng lng ca c th, v th chng ta cn b sung nc thng xuyn v nc ung tinh khit ng chai ang l la ca nhng gia nh ngy nay. Nhng cc cuc nghin cu ca mt s c quan chc nng do gn y pht hin nhiu c s sn xut nc ng chai vi phm cc tiu chun v v sinh an ton thc phm. iu ny gy hoang mang khng t v pha ngi tiu dng. Trn thc t, mt quy trnh sn xut nc ng chai t tiu chun phi tri qua rt nhiu giai on, phi c thc hin trong mt dy chuyn khp kn v t mt s tiu chun cho php nht nh. V nc ung tinh khit Dasani ca Coca-Cola ra i c sn xut trong dy chuyn t tiu chun v c chng minh khng c cht DEHP ca cc An ton v sinh thc phm.

Thng ip 2: Coca-Cola mun cam kt vi ngi tiu dng v sn

phm nc tinh khit Dasani l thn thin vi mi trng. Dasani c mt trn th trng vi trng lng chai nha rng siu nh c o, thn thin vi mi trng v d dng xon li nh gn trong lng bn tay sau khi s dng; mu xanh ca np vn v hnh nh chic l trn thn chai gi nhc v xu hng tiu dng xanh ca ngi tiu dng. Mt iu rt th v m Coca-Coca mun mang n cho ngi tiu dng l vic xon chai cn c coi nh mt cch gim stress hiu qu. Bn cnh , hnh nh chic chai xon gn cn c lin tng vi mt thn cy cung cp ngun sng cho nhng chic l xanh ti ta ra xung quanh nh nhc nh v mt mi trng xanh trong tng lai.
Nhm: Hello 15

K hoch PR

Thy: Nguyn Hong Sinh

Phn 7: Chin lc Chin lc 1: Xy dng chng trnh gii thiu c tnh ni bt, thn thin vi mi trng ca sn phm nc tinh khit Dasani thng qua vic hng ti ngy Mi trng th gii. Chin lc 2: Xy dng chng trnh nhc nh ngi tiu dng v sc khe ca h, qua nhn mnh vic s dng nc tinh khit ng chai sch v khuyn khch s dng sn phm nc tinh khit Dasani ca cng ty Coca-Cola Vit Nam. Chin lc 3: Thit k chng trnh ku gi mi ngi cng chung tay bo v mi trng nhm xy dng hnh nh nhn hiu Dasani ca Coca-Cola Vit Nam s lun ng hnh cng bn bo v mi trng. Phn 8: Chin thut Chin lc 1: Xy dng chng trnh gii thiu c tnh ni bt, thn thin vi mi trng ca sn phm nc tinh khit Dasani thng qua ngy Mi trng th gii. Gm c 2 chin thut. Chin thut 1: Cng chiu mt on t gii thiu trn sng gii thiu sn phm Dasani ca cng ty Coca-Cola Vit Nam n vi mi ngi. di ca on gii thiu 5 pht vi ni dung nhn mnh s c o ca v chai nc Dasani l c lm t nha siu nh, c th xon nh trong lng bn tay sau khi s dng v nht l c th ti ch c. M u on gii thiu s l nhng hnh nh, s liu thng k v tnh trng nhim ca mi trng hin nay bi s qu ti ca rc thi, bao ni lng v nht l nhng v chai khng th ti ch. T s dn nhp n vic nm 2010 cng ty Coca-Cola Vit Nam cho ra i mt sn phm mi vi thit k thn thin vi mi trng - nc tinh khit ng chai nhn hiu Dasani thng qua vic gii thiu quy trnh sn xut v chai Dasani ti nh my ca Coca-Cola. on t gii thiu c pht trn knh HTV7 vo cc ngy th 4, th 7, ch nht lc 20h45, t ngy 9-5 n 27-5-2012, nhm to nhn thc cho 30% trong s 7,3 triu ngi Thnh ph H Ch Minh bit sn phm nc tinh khit nhn hiu Dasani. Vi chi ph d kin l 600 triu ng.

Nhm: Hello

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K hoch PR

Thy: Nguyn Hong Sinh

Chin thut 2: T chc ngy hi Xy dng ngi nh xanh vo ngy Mi trng th gii. a im: Nh vn ha Thanh nin, ni thu ht nhiu gii tr n sinh hot. Thi gian: T 8h30 sng n 11h30 tra ngy 5-6-2012. Khch mi tham d: i din s Mi trng TP.HCM, i din pht ngn ca Coca-Cola Vit Nam. Gii thiu: Trn trang web ca Nh vn ha Thanh nin, Trung tm h tr sinh vin, bo Hoa Hc Tr, Mc Tm, 2!Sinh Vin v t chc pht t ri gii thiu ngy hi trong vng 2 tun trc ngy din ra. Mc tiu: Thu ht 250 gii tr tham d, 80% bo ch c mi a tin v gii thiu trn 10 website, khong 300 chai nc Dasani v 500 t ri c phn pht. Chi ph d kin: 90 triu ng. Ni dung: Gip ngi tiu dng bit c c tnh ni tri ca sn phm Dasani, vi vic xon v chai l nhm th hin v chai c lm bng cng ngh cao, tit kim, d ti ch v thn thin vi mi trng, cng vi l xon v chai s tit kim c nhiu khng gian, kch thch s t m ca mi ngi v vic xon chai sau khi ung mang li nhiu iu th v, l cch gii ta stress hiu qu. Ti ngy hi, nhng chai nc tinh khit Dasani s c trng by, xp thnh nhng m hnh thu ht s t m ca ngi n d. Mu sc ch o ca ngy hi l mu xanh l cy nh mu logo ca sn phm Dasani th hin s thn thin vi mi trng. Mi khch n d s c pht 1 chai Dasani min ph tham gia vo phn Mi ngi cng xon chai vo cui chng nhm ku gi mi ngi cng cng ty Coca-Cola chung tay vi xy dng ngi nh xanh - l Tri t. Chin lc 2: Xy dng chng trnh nhc nh ngi tiu dng v sc khe ca h, qua nhn mnh vic s dng nc tinh khit ng chai sch v
Nhm: Hello 17

K hoch PR

Thy: Nguyn Hong Sinh

khuyn khch s dng sn phm nc tinh khit Dasani ca cng ty Coca-Cola Vit Nam. Chin thut: Coca-Cola Vit Nam ti tr, t chc hi tho khoa hc Tm quan trng ca nc i vi c th con ngi. a im: Hi trng Coca-Cola Vit Nam (485 ng H Ni - Phng Linh Trung, Qun Th c) Thi gian: 29-7-2012 (8h-11h) Khch mi: Cc chuyn gia v bc s t vn sc khe. Gii thiu: Trn cc t bo Tui Tr, Thanh Nin, Tp ch Ph N, Tip th & Gia nh v nhng t bo online (VietNamexpress, Dan Tri, VietNamnet) trc 2 tun din ra hi tho. Mc tiu: thu ht hn 200 ngi tham d, 80% nh bo c mi tham gia t cu hi v a tin, 10 t bo a tin cc chuyn mc lin quan n sc khe, dinh dng, 30 website, forum, mng x hi ng tin, phn pht 200 t bm v sn phm Dasani n ngi tham d. Chi ph d kin: khon 85 triu ng. Ni dung: Cui thng 7 thi tit ngy cng nng nc v c th con ngi rt cn nc, chng trnh s nh cc chuyn gia v bc s t vn cho ngi dn cch phng chng cc bnh trong ma nng nng v nu ln vai tr ca nc, cc bnh c th gp nu ung khng nc, nhn mnh vai tr ca vic s dng nc sch i vi sc khe v gii thiu nc tinh khit l 1 la chn tt. Chng trnh s c xy dng ch yu l cuc tr chuyn gia cc chuyn gia tr li cu hi v sc khe ca ngi dn chng trnh v cc cu hi v sc khe cng nh sn phm ca cc nh bo. Trong cuc hi tho th nc ung Dasani c s dng cho thnh vin tham d v cc nh bo. Cui chng trnh cng ty s gii thiu v nc ung tinh khit Dasani n ngi tiu dng vi li khuyn nn ung nhiu nc m bo sc khe. Cc thnh vin tham d s c tng qu (nc ung Dasani, cng cc t bm gii thiu v sn phm nc tinh khit sch Dasani) khi n d hi tho.
Nhm: Hello 18

K hoch PR

Thy: Nguyn Hong Sinh

Chin lc 3: Thit k chng trnh ku gi mi ngi cng chung tay bo v mi trng nhm xy dng hnh nh nhn hiu Dasani ca Coca-Cola Vit Nam s lun ng hnh cng bn bo v mi trng. Chin thut: xy dng hnh nh nhn hiu Dasani ca cng ty CocaCola Vit Nam lun ch trng n vic bo v mi trng, Coca-Cola Vit Nam t chc hng lot cc hot ng, s kin gn lin vi mi trng. M mn cho cc s kin ny s l cuc diu hnh bng xe p v mi trng xung quanh on ng Nguyn Th Minh Khai, Nguyn nh Chiu vo ngy 4-3-2013 vi khong 500 ngi tham d v 300 tnh nguyn vin ra qun thu dn rc ti 5 cng vin ti TP.HCM (Hong Vn Th, Tao n, Gia nh, L Vn Tm, L Th Ring). Trong dp ny, nh t chc s trao tng thng rc mi v h tr chi ph thu dn v sinh trong vng 1 nm cho 5 cng vin vi chi ph d kin 120 triu ng. Chng trnh c gii thiu thng qua on khoa ca 30 trng i hc, Cao ng, ph thng ti TP.HCM v treo bandroll ti 5 cng vin trc 3 tun din ra. Mc tiu: thu ht 75% bo ch a tin trn cc bo in v website. Ngoi ra, nhm ku gi, tuyn truyn nng cao thc ca gii tr hng n xy dng mi trng "xanh", nhn thc hn v vn bin i kh hu, vn nn rc thi th v quan tm n mi trng sng quanh mnh. Trong khong thi gian t ngy 15/1/2013 n ngy 5/6/2013), cng ty Coca-Cola Vit Nam t chc hi thi ln vi ch Thay i th gii bng phong cch xanh khp cc qun, huyn trn c nc gm cc hot ng: cuc thi lm nhng vt dng handmade thn thin vi mi trng bng v chai nc Dasani, thit k Trang phc xanh v cuc thi V iu Dasani. Nhng cuc thi ny s c pht ng trn 3 t bo dnh cho gii tr (Hoa Hc Tr, Mc Tm, 2!Sinh Vin), v trn 2 trang web thu ht nhiu gii tr (kenh14.vn, ngoisao.net). Mc tiu thu ht trn 1000 bn tr tham d hi thi, 75% bn tr tham d truy cp vo cc trang web ly thng tin. Chi ph d kin l 250 triu ng. Cui cng tt c nhng im nhn, s c sc ca cc cuc thi s c hi t ti m nhc Coca-Cola xanh Dasani, m nhc din ra vo 20 gi, ngy
Nhm: Hello 19

K hoch PR

Thy: Nguyn Hong Sinh

5-6-2013, ti sn khu nhc Lan Anh. Trong tun trc khi m nhc din ra, Coca-Cola s c chng trnh i v vo cng ( t 19 n 25-5-2013), vi 5 v chai Dasani xon li l khn gi s i c 1 v vo cng, s lng c gii hn. m nhc s trnh din, trng by v cng b ngi thng gii trong cc cuc thi do Coca-Cola t chc trc , vi s gp mt ca nhng ca s ni ting (m Vnh Hng, Cm Ly, Thy Tin, Wanbi), nhm thu ht s lng ngi xem v thng qua gii ngh s tc ng n nhn thc v hnh vi ca ngi tiu dng. c bit trong chng trnh s t chc bn u gi cc sn phm ca cc hi thi do Coca-Cola t chc nh sn phm handmade, b su tp thi trang t thit k Trang phc xanh. Tt c li nhun t chng trnh u gi, v vo cngs c Coca-Cola thnh lp qu Dasani-lun bn bn v mi trng. Mc tiu thu ht trn 500 khn gi, 90% bo ch a tin v c ng ti trn 10 website, v thu v 400 triu ng cho qu. m nhc s c gii thiu rng ri trn cc phng tin thng tin i chng (tivi, bo, tp ch, website, forum) trc 3 tun din ra, chi ph d kin l 800 triu ng. Phn 9: nh gi
o lng bng sn lng: Chin lc 1: gm 2 hot ng: cng chiu 1 on t gii thiu trn

sng, ngy hi Xy dng ngi nh xanh c gii thiu trn 2 trang web, 3 t bo, 500 t ri.
Chin lc 2: gm 1 hot ng hi tho khoa hc c gii thiu trn 4

t bo in, 3 t bo online, 200 t bm.

Chin lc 3: gm 3 hot ng ln

Diu hnh, dn rc c gii thiu qua on khoa ca 30 trng

i hc, Cao ng, ph thng ti TP.HCM, treo bandroll ti 5 cng vin.

Hi thi gm 3 hot ng nh c gii thiu trn 3 t bo, 2 website.

m nhc c gii thiu rng ri trn cc phng tin i chng.

o lng lan truyn thng ip:

Nhm: Hello

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K hoch PR

Thy: Nguyn Hong Sinh

Chin lc 1:

T gii thiu trn sng: 3 bui/tun lc 20h45, 30% trong s 7,3

triu ngi xem chng trnh. Ngy hi Xy dng ngi nh xanh thu ht 250 gii tr tham d, 80% bo ch a tin, gii thiu trn 10 website.
Chin lc 2: hi tho khoa hc thu ht 200 ngi tham d, 80% bo

ch tham gia v a tin, 30 website, forum, mng x hi ng tin.

Chin lc 3:

500 ngi tham d diu hnh bng xe p, 300 tnh nguyn vin tham gia dn rc, thu ht 75% bo ch a tin trn cc bo in v website. Hi thi ln thu ht trn 1000 bn tr tham d, 75% bn tr tham d truy cp vo cc trang web ly thng tin. m nhc thu ht trn 500 khn gi tham d, 90% bo ch a tin v c ng ti trn 10 website. o lng nhn thc: 30% trong s 7,3 triu ngi Thnh ph H Ch Minh bit sn phm nc tinh khit Dasani l sn phm thn thin vi mi trng.

o lng thi : Tng t l ngi tiu dng c nim tin v yu thch sn phm nc ung tinh khit Dasani ln 20% trong s 7,3 triu ngi Thnh ph H Ch Minh.

o lng hnh vi: Trong nm 2013, t l ngi tiu dng la chn nc tinh khit Dasani trn th trng s chim 15% trong tng s 7,3 triu ngi ti TP.HCM.

Nhm: Hello

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K hoch PR

Thy: Nguyn Hong Sinh

PH LC
Th l cc cuc thi ca hi thi Thay i th gii bng phong cch xanh Cuc thi lm handmade v thit k Trang phc xanh Thi gian Ni dung Lm handmade Thit k Trang phc xanh 1-31/3/2013 1-30/4/2013 Lm nhng sn phm handmade Nhng mu thit k trang phc thn thin vi mi trng t phi gn lin vi mi trng v nhng v chai Dasani hng ti bo v mi trng C nhn c nng lc php lut, ang hot ng v sinh sng ti Vit Nam u c th tham d. Nhng c nhn di 18 tui phi c xc nhn ng ca cha m Nguyn vt liu lm sn phm phi t v chai Dasani Sn phm phi sch, bo v Yu cu tc phm mi trng Khng hn ch loi hnh tc phm Mi mu phc tho phi c v trn giy A4 Phc tho phi c v mu. Cc mu phc tho cng mt b su tp phi c kp chung vi nhau Ghi ngn gn cht liu s dng v tng thit k Hnh thc gi tc phm Ni dung tt, st vi ch Tiu ch chm gii Mang tnh thi s cao, phn nh c hin trng mi trng hin nay C tng phn mu sc p B cc sng to v n tng
Nhm: Hello 22

i tng tham gia

Qua ng bu in

Qua ng bu in hoc qua mail dasani.cocacola@gmail.com

K hoch PR

Thy: Nguyn Hong Sinh

1 gii nht: 10 triu ng 2 gii nh: mi gii 5 triu ng C cu gii thng 3 gii 3: mi gii 3 triu ng 5 gii khuyn khch: mi gii 1 triu ng Mi gii u c tng 1 k nim chng ca chng trnh Trao gii trc tip ti m nhc hi m nhc Coca-Cola-xanh Hnh thc trao gii dasani ti sn khu nhc Lan Anh
C nhn c th u quyn cho ngi khc nhn gii h. Tuy

nhin phi c giy u quyn c xc nhn ca a phng hoc t chc (nu cng hot ng trong mt t chc)

Cuc thi V iu Dasani ca Coca-Cola

Thi gian: 1-30/5/2013 i tng: Cng dn Vit Nam c tui t 16 n 25 tui, nng ng, t tin c nim am m v o. Hnh thc tham gia: Theo nhm, gii hn thnh vin t 4 n 10 ngi C cu gii thng: 1 Gii Nht: 20 triu ng 1 Gii Nh: 15 triu ng 1 Gii Ba: 10 triu ng/gii 6 gii khuyn khch: 5 nghn ng/gii Ngoi ra, mi gii thng u c cng thm 1 nm s dng nc ung Dasani min ph dnh cho cc nhm t gii. Hnh thc trao gii: Trao gii trc tip ti m nhc hi m nhc CocaCola-xanh dasani ti sn khu nhc Lan Anh. Cuc thi bao gm 3 vng thi: a. Vng loi: Th sinh gi bn ng k v link video Youtube bi nhy ca nhm v email ca BTC cuc thi (lu : Bi nhy ny khng nht thit l bi nhm chn d thi). T y, BTC s chn ra nhng nhm nhy tt nht vo vng casting.
Nhm: Hello 23

K hoch PR

Thy: Nguyn Hong Sinh

vng casting, th sinh s phi nhy bi ht ca thn tng m mnh la chn d thi. Bn ng k bao gm: Tn nhm, i din nhm, ST v email lin lc, s lng thnh vin, link video bi nhy ng , tn tit mc ng k d thi, thi lng bi d thi. Cc bn gi bn ng k km video vo a ch vudieudasani@gmail.com Hn cht l ngy (15-5-2013) b. Vng casting: Thi gian: 20-5-2013 ti ta son bo Hoa Hc Tr. D kin s c 30 nhm c BTC chn thi u trong vng casting Cc nhm tham gia casting s c ti a 5 pht th hin bi nhy m mnh la chn. Bi biu din c th l c mt bi ht ca thn tng cng c th c ghp t nhiu bi ht khc nhau. BTC s cn nhc la chn ra 10 nhm xut sc nht vo vng Chung kt khu vc. Ton b hnh nh, video ca th sinh,Ban t chc s c ton quyn s dng. Tiu ch nh gi: Nhy p, n tng. Sng to trong ghp bi (Phi hp nhc v cc ng tc gia cc bi lp ghp ph hp). u t cho trang phc (trang phc khe khon, ph hp vi la tui, bt mt v n tng). nh gi cao nhng bi nhy hng ti bo v mi trng.

c. Chung kt ny la: D kin vng thi Chung kt s c t chc vo ngy 29-5-2013. Nhng nhm nhy n tng nht s c biu din, tranh ti vi nhau. Nhm thng cuc s c biu din trong m nhc.

Nhm: Hello

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K hoch PR

Thy: Nguyn Hong Sinh

Mt s hnh nh v sn phm Dasani

Ngn sch d kin Hot ng T gii thiu trn song Ngy hi Xy dng ngi nh xanh Hi tho khoa hc Diu hnh bng xe p, dn rc, ti tr thng rc Hi thi ln m nhc Tng cng 1. Lch trnh

Ngn sch (ngn VN) 600.000 90.000 85.000 120.000 250.000 800.000 1.945.000

Nhm: Hello

25

Hot ng T4
1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1

Nm 2012 T5 T6 T7 T8 129-10-11- 1-2 T3 T4 T5 T6

Nm 2013

Giai on chun b

Nhm: Hello

K hoch PR

Hp phn cng CV

Lp d tr kinh ph

c thc nhn vin

T gii thiu trn sng

Quay clip

Cng chiu

Ngy hi

Chun b+thc hin

Hi tho khoa hc

Mi chuyn gia

Gii thiu+din ra

Diu hnh+dn rc

Gii thiu +din ra

Hi thi

Handmade

Trang phc xanh

Thy: Nguyn Hong Sinh

V iu Dasani

m nhc

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i v chai ly v

Chun b+din ra

K hoch PR

Thy: Nguyn Hong Sinh

TI LIU THAM KHO

Tp hp cc bi vit hay v PR ThS. Hong c Bnh. Slide bi ging mn Quan h cng chng Thy Nguyn Hong Sinh. 62 chin dch PR xut sc Dch gi: Trn Anh NXB Lao ng-X hi. Website ca Tng cc thng k: http://www.gso.gov.vn/default.aspx? tabid=387&idmid=3&ItemID=11505) Mt s trang web khc: http://tailieu.vn/xem-tai-lieu/phan-tich-chien-luoc-marketing-cuacocacola.206390.html http://www.iamvn.com/vn/default.aspx?news_id=211 http://tailieu.vn/xem-tai-lieu/moi-truong-marketing-cua-cocacola.508551.html http://wrmarketers.com/forum/viet-nam/491-dasani-doi-thu-danggom-cua-aquafina.html http://www.arti.edu.vn/document/chuyen-nga%CC%80nh-pr/prmanager-02-/596/

Nhm: Hello

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