Marketing

GVHD: L Dzu Nht

Nhm TH: Lp TC: Gio vin HD

nhm IFB ghi z L Dzu Nht

DANH SCH NHM IFB

1. L C ANH (nhm trng) 2. TRN N TRANG 3. PHAN TH T ANH 4. NGUYN NGC 5. NGUYN TH KIM CNG 6. V TH CNG 7. PHAN DIP DANH 8. L QUANG CNH 9. NGUYN NHT THANH 10.NGUYN NGC KIM

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MC LC:

I. Tng quan v cng ty ACECOOK VIT NAM v sn phm M TM HO HO. 1) Khi qut v cng ty ACECOOK VIT NAM 2) Khi qut v sn phm ca cng ty II. Tnh hnh thc hin chin lc xc tin hn hp cho sn phm M tm Ho Ho. 1) Qung co 2) Khuyn mi 3) Quan h cng chng 4) Marketing trc tip 5) Bn hng trc tip III. Mt s gii php nhm hon thin hot ng hot ng xc tin hn hp ca sn phm M tm Ho Ho.

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LI M U Trong x hi hin i thng tin lun bin i v c cp nht lin tc. Cc sn phm mi lin tc c a ra th trng v thng tin v chng lun trn ngp vi cc hnh thc ngy cng a dng. Trong khi lng thng tin khng l lm th no sn phm ca cng ty c th thu ht s ch ca khch hng. Ngy nay cc nha qun tr ngy cng nhn thy vai tr quan trng ca cc hot ng xc tin hn hp trong marketing hin i. Cc cng ty dnh mt phn ln trong ngn sch ca mnh cho hot ng qung co, khuyn mi, xc tin bn hng, t chc s kin, marketing trc tip V hiu qu m chng em li c th thy c qua mc tng trng trong doanh s bn v tc ng n hnh nh ca cng ty trong cm nhn ca ngi tiu dng. Acecook Vit nam l cng ty thc hin thnh cng cc hot ng xc tin hn hp v xy dng c hnh nh tt p ca cng ty v nim tin i vi cc sn phm tiu dng ca hng trong tm tr ngi tiu dung Vit Nam. Vi ti: PHN TCH CHIN LC XC TIN HN HP CA SN PHM M TM HO HO , nhm IFB tin ti mc tiu l a ra nhng nh gi v tnh hnh thc hin chin lc xc tin hn hp cho li sn phm ny v t c th xut nhng gii php gp phn tng hiu qu hot ng. Bi tiu lun khng th thiu c nhng sai st mong thy gio v cc bn gp bi lm ca nhm thm hon chnh.

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PHN I: TNG QUAN V CNG TY ACECOOK VIT NAM V SN PHM M TM HO HO.

CNG TY TNHH ACECOOK VIT NAM.

1. Khi qut v cng ty Acecook Vit Nam. L mt nh sn xut m n lin lu i ti Nht Bn, Acecook tin phong u t vo th trng Vit Nam hnh thnh nn mt cng ty lin doanh gia Acecook Nht Bn v Vifon Vit Nam vo ngy 15/12/1993.( vn u t 60% v 40%) Kt qu ca qu trnh u t l s pht trin ln mnh ca Acecook Vit Nam.. Tr s t ti l II-3,ng 11, KCN Tn Bnh,Phng Ty Thnh, QunTn Ph, TP. H Ch Minh. Cng ty Acecook Vit Nam l cng ty sn xut m n lin u tin Vit Nam t ctiu chun thc phm quc t dng cho cc nh bn l Chu u (IFS). "Biu tng ca cht lng" l tn ch m cng ty t ra ngay t ban u v kin nh trong sut qu trnh pht trin. H thng nhn vin khong 6000 ni. Nhn vin ton cng ty l mt i ng tr c trang b k lng v kin thc v chuyn mn. Acecook Vit

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Nam lun sn sng v t tin pht trin trong mt mi trng kinh doanh cnh tranh nh hin nay. K t ngy 03/02/2004 cng ty lin doanh Vifon-Acecook chnh thc i tn thnh cng ty TNHH Acecook Vit Nam (100% vn Nht Bn). Cng ty TNHH Acecook Vit Nam chnh thc i tn thnh Cng ty C Phn Acecook Vit Nam vo ngy " 18.01.2008".Cty Acecook Vit Nam c tn trong danh sch 500 doanh nghip ln nht Vit Nam. Sau 19 nm thnh lp cng ty, n nay Acecook Vit Nam pht trin v xy dng c 08 nh my sn xut m n lin v trn 700 i l tri rng khp c nc chim 60 % th phn trong nc vi nhiu chng loi. 2. Khi qut v sn phm ca cng ty. Sn phm ca cng ty rt a dng chng loi bao gm cc sn phm m n lin, bn n lin, ph n lin, vi nhng nhn hiu quen thuc nh Ho Ho, Lu Thi, Nht, Ph hng, ph xa v nay,

Mt s sn phm n lin ca cng ty Acecook ( ngun: thucpham.net.vn)

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Bn cnh cc sn phm n lin th cng ty cn c cc sn phm khc nh, nc mm nht, du n nht.

Nc mm nht v du n nht ( Ngun : thucpham.net.vn)

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PHN II: TNH HNH THC HIN CHIN LC XC TIN HN HP CHO SN PHM M TM HO HO.
Xc tin l mt lot hn hp cc hot ng : Qung co, khuyn mi,quan h cng chng, bn hng trc tip v marketing trc tip.Vina-Acecook rt thnh cng vi cc chin lc qung b sn phm ca mnh thng qua cc hot ng qung co, khuyn mi, cc hot ng x hi 1. Qung co. Qung co l mt kiu truyn thng trn cc knh truyn thng c tnh i chng, mang tnh x hi cao. Qung co cho sn phm m tm ho ho , Acecook Vit Nam s dng cc knh truyn thng m s lng ngi xem ng nh HTV7, HTV9, qung co trn radio, thng qua nhng p phch qung co trn ng ph hay trn cc trang web. C mt trn k bn ca cc ca hng phn phi ln, va v nh, l cng l cch acecook nh ngi bn qung co. Qung co di ng trn ng bng xe vespa m gii tr ang a chung. Khi nhc n m Ho Ho ngi ta ngh ngay n s tin dng ca n: ngon,nhanh, r. y cng l s thnh cng rt ln trong khu qung co ca Acecook, mu qung co nu bt tnh nng nhanh tin dng ca mnh. c trng nht l phng vn ngi tiu dng v nhng tri nghim ca h khi dng Ho Ho.Kt qu l mi ngi u bit ti m Ho Ho bit ti tnh nng tin dng ca n:phc v trn 2 t ba n ngon mi nm. Ngoi ra Ho Ho cn a ra th trng sn rt nhiu sn phm nh: m g, m xo kh, sa t hnh, tm chua cay, Ho Ho u xanh, mang n s phong ph cho dng sn phm, ngoi tnh tin dng cn c nhiu s la chn. Ci hay khi nhc n sn phm Ho Ho l ngi tiu dng lun ngh ngay n nhng ba n nhanh. V s xut hin ca Ho Ho c v nhiu hn cc hng cnh tranh khc nh: Tin vua, Omachi,Korea.... i n u cng d dng nhn thy hnh nh ca Ho Ho. iu ny lm cho Ho Ho tr thnh mt nhn hiu quen thuc, ph bin vi ngi tiu dng hn. Cng ty Acecook cng rt ch n hnh thc ca gi m cng vi cht lng v ch qung co rm r vo nhng im ny lm ni bt sn phm. Si m dai , c nhiu hng v c trng. Nhn hiu Ho Ho mang tn gi rt d nh , ngn gn , d thuc cn bao b th rt n tng Bao b nh mt ngi bn hng thm lng. Bao b ca sn phm Ho Ho rt sc s, ni bt v rt bt mt. . Mu sc truyn thng ca Ho Ho l , trng, xanhim ni bt trn bao b l:c hnh nh bt m tng trng trng rt bt mt

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Hnh nh gi m Ho Ho vi bt m rt n tng 2.Khuyn mi. Cng ty C phn Acecook VN khi ng nhiu chng trnh khuyn mi nh: - Mua 1 thng m tm Ho 100 tng ngay chai nc mm nht 500ml tr gi 16.400. Cng vi cc chng trnh khuyn mi ln:

n Ho Ho trng xe hi ( p dng n ht ngy 31/12/2009)

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Theo , ngi tiu dng trn ton quc khi mua mt gi m n lin HoHo v Ho Ho u xanh s c c hi s hu mt trong cc gii thng gi tr ca chng trnh l 3 xe hi Innova G model 2009, 50 xe Honda Wave RSX,hng ngn ming vng thn ti Sacombank v hng triu gi m Ho Ho.

T Ph Ho Ho ( 15/04/2010 12/07/2010)

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Ngy 15/04/2010 cng ty C Phn Acecook Vit Nam tin hnh trin khaichng trnh khuyn mi c bit mang tn T Ph Ho Ho nhm tri nnhng khch hng thn thit tin dng v s dng m Ho Ho sut thi gianva qua. Theo , t ngy 15/04/2010 12/07/2010 khch hng khi mua gi mHo Ho hoc m Ho Ho u xanh do cng ty C phn Acecook Vit Nam snxut v phn phi s nhn c mt tem xc nh trng thng.T ph Ho Ho l chng trnh khuyn mi c bit v honh trng nht vi 03gii c bit, mi gii l 01 Ti khon 1 t ng; 100 gii nht, mi gii l 01 xeHonda Wave RSX; 500 gii nh, mi gii l 01 ming vng Sacombank 0.5 ch;v hng triu gi sn phm m Ho Ho - Tm chua cay.

n Ho Ho trng Xe Hi (p dng n ht ngy 27/05/2011)

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Vi chng trnh ny ngi tiu dng sn phm s c c hi trng : 10 gii c bit mi gii 1 xe hi KIA MORNING BAH 42F8 ; 100 gii nht mi gii 1 xe my HONDA LEAD ; 200 gii nh mi gii 1 tivi LCD; 3000 gii ba mi gii 1 in thoi NOKIA; v hng ngn gi m tm HO HO Ngoi ra Ho Ho cng rt ch n gi c ly n lm vn ct yu chinh phc khch hng.Nhn bit 80% ngi tiu dng Vit Nam sng vng nng thn c thu nhp thp , v khch hng ch yu ca Ho Ho l hc sinh sinh vin . V vy Ho Ho a ra mc gi ph hp :3500d/gi. Ho Ho s dng chin lc gi thm nhp th trng . Trong khong 5 nm m Ho Ho c gi l 1500d/gi.Cc nm tip theo Ho ho a ra nhiu sn phm vi cc hng v c trng vi gi bn 2500d/gi v hin ti l 3500d/gi. Bn cnh cht lng sn phm ngy cng nng cao, ci tin th vi nhng chng trnh khuyn mi ln nu trn phn no gip sn phm m n lin Ho Ho tr thnh sn phm c ngi tiu dng nhc n thng xuyn hn v tr nn quen thuc hn. 2. Quan h cng chng. Cng nh khuyn mi, quan h cng chng gm c mt lot cc cng c. PR (vit tt ca Public Relations tm gi l Quan h cng chng) c th hiu l nhng n lc mt cch c k hoch, t chc ca mt c nhn hoc tp th nhm thit lp v duy tr, pht trin nhng mi quan h c li vi ng o cng chng ca n. Cng ty c phn Acecook Vit Nam v Bo Thanh Nin phi hp viTnh on Bnh nh t chc tng qu tt cho tr em ngho l 500 sut qu(gm 500 thng m n lin v 50 triung tin mt) n trao tn tay 500 hcsinh (ch yu l bc tiu hc v THCS) 4 x: Phc Ha, Phc Thng (huyn Tuy Phc); Canh Hip, Canh Lin(huyn min ni Vn Canh).

Tng qu tt cho tr em tnh Bnh nh.

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Nhn dp l k kt tha c lao ng tp th v ban hnh quy ch dn ch,Cng ty Acecook Vit Nam cng vi cci tc cu tr ng bo b l lt MinTrung trong cn bo s s 6 vi tng s tin tr gi hn 250 triu ng. Thng 7 nm 2005 ti Nng, nhn knim 10 nm pht trin, Cng ty Vina Acecook trao cho Trung tm Bo tr x hi tnh Qung Tr,Trung tm Nui dy tr em suy dinh dng v tn tt th x Hi An, Trng khuyt tt Tng Lai Nng, Trung tm Hoa Mai - Nng mi n v 25triu ng.Cng ty ti tr chng trnh Festival Bng chuyn hc sinhCp VinaAcecook 2005. Cui thng 10 nm 2005, 1.000 thng m n lin ca Cty Acecook c pht n ng bo vi s tr gip ca bo Tin phong th hin mt tmlng tng thn, tng i i vi b con b l ti x Trung Sn (Gio Linh, QungTr). 3. Marketing trc tip. Tham gia hi ch, pht hng dng th Tham gia hi ch hng Vit Nam cht lng cao ti Long Xuyn,An Giang vo u thng 3 nm 2008.Cui thng 4 nm 2009 cng ty t chc hi tr ti nh vn ha ph th trn ng L Thng Kit qun 10.

4. Bn hng trc tip.

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Do xu hng tiu dng chung ngy nay ca ngi Vit l ngy cng tipcn gn hn vi cc knh phn phi hin i nh siu th ca hng t chn. Chnh v vy, Ho Ho tin hnh chin lc a cc sn phm ca mnh thng qua cc knh bn l ny. Sn phm c a n tay ngi tiudng ch qua mt nh bn l.C th, Ho Ho c bn ti cc siu th bn l nh Big C, chui siu th coomart, h thng Maximax

Sn phm mi ho ho c by bn nhiu cc siu th. Cc siu th ny phn phi trc tip sn phm n tay ngi tiu dng cui cng, bng cch cho ngi tiu dng t la chn mthng, dng sn phm mnh a thch v ph hp.

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PHN III: MT S GII PHP NHM HON THIN HOT NG XC TIN HN HP CA M TM HO HO

Tuy m ho ho phc v hn 2 t ba n mi nm, ng trong top cc sn phm m tiu th nhiu nht trn th trng m n lin Vit Nam nhng hin nay m ho ho ang trong giai on bo ha, qua nhng chin lc xc tin hn hp m cng ty Acecook t c, th m ho ho khng bc vo giai on suy thoi th m ho ho cn:

Lun tm cch ci tin cht lng m, cho ra i nhiu sn phm vi nhiu hng
v ph hp vi tng nhm khch hng.

Cn gi chn cc khch hng c v tm n nhng khch hng tim nng mi

bng cch ch trng hn na ti khu khch trng xc tin, nht l vi khu qung co.

Xc nh th trng mc tiu ca m Ho Ho. Sinh vin l th trng mc tiu ln

nht m M Ho Ho hng ti, ngoi ra tr em, cc b ni tr v nhn vin vn phng cng l nhng khch hng M Ho Ho hng ti.

Bao b mu m cng rt quan trng, m ho ho c th cho ra i nhng ong sn

phm mi vi bao b mi bt mt hoc thay i cht t bao b to s mi l cho sn phm ca mnh cng l mt cch to cho khch hng thy s khc bit, lun mi v hp dn ngi mua.

i vi cc i th cnh tranh cn theo st nhng chin lc ca h, cn tm

hiu r nhng u, nhc im ca c nhng i th c v mi c nhng phng n i ph kp thi M Ho Ho lun l nhn hiu m n lin c nhiu khch hng la chn v tin dng.

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KT LUN
Trn y l nhng phn tch ca em v chin lc xc tin hn hp cho sn phm m tm Ho Ho ca Acecook Vit Nam. Nh hot ng xc tin hn hp hiu qu m sn phm ny t c nhiu thnh cng v to c uy tn trong lng ngi tiu dng Vit Nam.Vi nhng phn tch, nh gi trn chng ta thy c vic phi hp hiu qu cc cng c l mt trong nhng iu kin thc hin thnh cng mt chin lc xc tin hn hp. Cng vi nhng chin lc khc trong 4P, xc tin hn hp cvai tr quan trng trong vic t c mc tiu ca t chc v khng nh v tr khng th thiu trong Marketing hin i

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