Phn tch hot ng Marketing Mix ca Heineken

LI M U

Phi chng chng ta ang sng trong mt thi i bin i tng gi? Tht vy! Nn
kinh t hin i chuyn bin nhanh n ni 80% nhng g bn hc trng tr nn v dng ngay trc khi bn tt nghip. Khong 30% s ngnh ngh, doanh nghip, sn phm v dch v ph bin hin nay cha h tn ti thp k trc. Nhng doanh nghip hng triu c th b sp tim trong pht chc. ng thi nhng cng ty b xu c th bin thnh cng ty khng l ch trong vi nm. V th, cnh tranh ngy cng tr nn khc lit! Trong thc t c rt nhiu doanh nghip chen nhau nhy vo cc th trng mc tiu ginh mt phn ca chic bnh bo b. V th trng ung l mt chic bnh tiu biu - in hnh l mt hng bia! Vy mt nhn hiu lu i v ni ting nh Heineken lm g thm nhp vo th trng bia Vit Nam? Ti sao nhn hiu bia Laser li hon ton bin mt trn th trng? V nhng chin lc, chnh sch, cc chin dch no ca Heineken c th gip thng hiu ny gi vng v th v m rng th phn trong phn khc bia cao cp nh vy? V th trong bi tiu lun ny chng ti s ch trng vo vic phn tch chin lc Marketing ca ba dng bia Heineken Laser Miller. Sau y l nhng vn chnh m chng ti mun cp ti: Chng 1: Tng quan th trng bia Vit Nam. Chng 2: S lc v thng hiu bia Heineken. Chng 3: Phn tch chin lc Marketing Mix ca Heineken v cc i th cnh tranh. Chng 4: Con ng pha trc. Chin lc marketing gi mt vai tr quan trng v c phm vi rng ln i hi phi c kin thc chuyn mn su rng. Vi lng kin thc hn hp ca chng ti, bi tiu lun khng th trnh khi sai st. Chng ti mong s nhn c nhng kin ng gp t ging vin v cc bn bi tiu lun c hon thin hn. TP TH NHM 16

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Phn tch hot ng Marketing Mix ca Heineken

CHNG 1: TNG QUAN TH TRNG BIA VIT NAM

Vi 1,6 t lt bia tiu th trong nm 2009, tng 56% so vi nm 2004, Vit Nam hin ng th hai ng Nam (sau Campuchia) v tiu th loi nc gii kht ny. Tc tng trng ca thc ung c cn ti Vit Nam nm 2006 l 9% v khi lng v 12% v gi tr, trong bia vn l nhm thc ung ch o v chim t l p o v c khi lng (97%) v gi tr (88%). K t nm 2001 n 2006, tc tng trng ca khi lng bia c tiu th hng nm trung bnh (CARG) l 8%, trong , bia hi v bia thng (mainstream) vn l hai dng sn phm ch o vi CARG ln lt l 13% v 6%. Tuy nhin, dng sn phm bia cao cp vi cc nhn hiu nh Tiger, Heineken, Carlsbergmc d ch chim t trng 12% nhng li c mc gi tr ng gp l 20%. Theo nh gi ca Cng ty nghin cu th trng Euromonitor International, th trng bia Vit Nam s tip tc tng trng vi tc cao, khong 5,6% trong nhng nm ti, ch sau Lo v Campuchia. Hn 50% th phn sn xut bia ti Vit Nam chu s chi phi ca cng ty lin doanh Bia Vit Nam (Vietnam Brewery Ltd) (20,1%) v Sabeco (31,4%). Cc nhn hiu bia ph bin hin ny l Heineken (10%), Tiger (9,7%), Saigon(Sabeco) (16,8%) v Bia H Ni (Habeco) (9,5%). V hin nay, sau khi hp tc vi SAB Miller, cng ty sa Vinamilk u t 300 t ng sn xut bia Zorok. Vi c cu dn s t 25-64 tui chim 68%, Vit Nam l th trng mu m cho cc cng ty bia trong v ngoi nc phi quan tm.
600 500 400 400 300 200 102 100 0 2001 2002 2003 2004 2005 2006 251 115 122 128 139 152 357 Bia hi Bia thng Bia cao cp 410 443 442 471 510 485 534 556

405

Biu th hin khi lng bia tiu th (triu lt) Ngun: B Cng Thng, Hip hi bia ru Vit Nam

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Phn tch hot ng Marketing Mix ca Heineken

Nhn xt: Qua biu trn ta thy th trng bia Vit Nam gm 3 dng bia :bia hi, bia thng, bia cao cp. Khi lng bia tiu th ca cc dng bia ti th trng bia Vit Nam tng lin tc qua cc nm t 2001 n 2006. Trong bia thng chim t l cao nht, nm 2001: 400 triu lt, nm 2006: 556 triu lt, tng 156 triu lt. Dng bia hi chim t l cao th hai, nm 2001: 251 triu lt, nm 2006: 534 triu lt, tng 283 triu lt. Cui cng l dng bia cao cp, nm 2001: 102 triu lt, nm 2006: 152 triu lt,tng 50 triu lt. V sau y l bng phn khc th trng bia ti Vit Nam: Bin s Cch chia Thng lu Phn khc th trng Cao cp Cc loi bia trn cc phn khc Miller, Heineken, Corona, Si Gn Special, Carlsberg. Tiger, San Miguel Bia hi, Si Gn xanh, Si Gn , BGI, Vit Tip, Huda, H Ni. Tiger, Miller, Heineken, Corona, Carlsberg. Zorok, 333, Halida, Si Gn , San Miguel. Si Gn Special, i Vit vng, Bn Thnh, Si Gn xanh.

Tm l (tng lp x Trung lu Bnh dn hi)

Trung cp Bnh dn

Cao

Cao cp

Trung bnh Yu cu v li ch gi c

Trung cp

Bnh dn

Cc hng bia ln trn th gii cng v ang c nhng k hach ln cho cuc xm nhp vo mt th trng bia y tim nng v bo b ca Vit Nam. V dn u l Heineken. Th trng bo nh vy nn ai cng nho vo sn xut bia, nhng ton mng i tip th khng bao gm Laser.

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Phn tch hot ng Marketing Mix ca Heineken

CHNG 2: S LC V THNG HIU BIA HEINEKEN

2.1. QU TRNH HNH THNH V PHT TRIN: 2.1.1. Trn th gii: Lch s bia Heineken bt u vo ngy 16/12/1863 khi Gerard Adrian Heineken mua li nh my bia De Hooiberg Amsterdam - H Lan. Nm 1869, ng du lch vng quanh Chu u tm kim ngun nguyn liu tt nht lm ra bia v nhn ra tm quan trng ca cch men bia bn di thay cho cch men bia bn trn truyn thng. Nm 1873, thng hiu Heineken chnh thc cho i. Vo thi gian u, nh my ch sn xut bia cho th trng trong nc. u th k th XX (1912), Heineken tm cch a bia vt ra khi bin gii, xut sang cc nc B, Anh, Ty Phi, n v nhng vng ln cn. Nm 1933, Heineken tr thnh loi bia ngoi u tin c nhp khu vo M sau khi lnh cm sn xut bia ru c bi b v nhanh chng xy dng c hnh nh bia cao cp ti th trng ny. Tip tc thnh cng , Heineken mnh dn xm nhp th trng chu vo nm 1936. Nm 1942, Alfred Henry Heineken - chu ni Gerard Heineken gia nhp cng ty, khai qut tim nng ca lnh vc qung co, bnh trng thng hiu bia Heineken Sau hn mt th k ra i cng vi nhng thnh cng to ln t c, Heineken khng nh c v tr hng u ca mnh l bia ni ting trn ton th gii, c mt 170 nc trn th gii vi 120 nh my hn 60 quc gia, khi lng bia sn xut ln n 109 triu hectolit hng nm. Dng h Heineken tr thnh tn gi ph bin. 2.1.2. Ti Vit Nam: 2.1.2.1. Thng hiu Heineken Vit Nam: Nm 1992, bia Heineken ni ting th gii c nhp trc tip t H Lan vo Vit Nam. Chnh sch i mi m ra nhiu c hi u t v gip cho cc nhn hiu hng u th gii n vi ngi tiu dng rng ri hn. Trong xu th , nm 1994, ln u tin bia Heineken c cng ty Vietnam Brewery Limited (VBL) sn xut ngay ti Vit Nam, di hnh thc lin doanh vi cng ty beer Vit Nam. (VBL l lin doanh gia Cng ty Thng mi Saigon (SATRA), Cng ty Asia Pacific Breweries Ltd c tr s ti Singapore (APB) v Heineken N.V ti H Lan). Cho n nay, Heineken xy dng rt thnh cng hnh nh
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Phn tch hot ng Marketing Mix ca Heineken

bia cao cp trong tm tr ngi dn Vit v c mt ch ng vng chc trn th trng bia Vit Nam . 2.1.2.2.Chn dung khch hng mc tiu ti Vit Nam: Trong th trng bia VN hin nay, cc loi bia l dnh cho gii bnh dn v trung lu chim a s trn th trng. Khch hng d trong mt phn khc th trng vi nhiu sn phm, dch v a dng vn cm thy khng hi lng v ch i mt ci g mi m v khc bit. iu lm cho cc nh sn xut Heineken hng n vic tm kim mt th trng mi, mt th trng t i th cnh tranh hn, c th em li doanh s ln hn. Do phi u t ng k vo hot ng marketing v bn hng, nn phn khc th trng ny cn phi c nhng c nhn kh nng chi tiu xng ng vi nhng n lc ca h. Tt nht l nhng ngi trong phn khc s l nhng ngi tch cc s dng bt c sn phm hay dch v no m h cung cp. V vy vo bui ti, ti thnh ph Vng Tu, bn ch cn do mt vng quanh cc qun nhu ln, cc nh hng, qun bar,bn s thy r chn dung cc khch hng mc tiu m Heineken hng ti. B phn nhng khch hng ny a s u l nhng ngi thuc tui trung nin v cc doanh nhn tr thnh t, ngha l khch hng m Heineken nhm ti l nhng ngi c thu nhp cao so vi b mt chung ca x hi, h l doanh nhn, l nhng ngi giu c, thnh t v c s nghip, a s h u nhng khu th, thnh ph l ch yu. V c mt b phn khc cng s dng Heineken l ch yu l cc qun bar v v trng. Nhng b phn ny khng c nh gi cao trong khch hng mc tiu ca Heineken. V gi bn y t hn ngoi th trng t 8-10 ln v nhng i tng y cn rt tr, h ung v ch mun th hin mnh l mt con ngi snh iu. a s b phn ny khng phi l nhng khch hng thng xuyn v khng trung thnh lm vi thng hiu. 2.2. KT QU KINH DOANH: Li nhun thc t t 621 triu la euro ( 510 triu bng Anh hay 788 triu la M), tng 17% (s liu nm 2002). Heineken ct gim chi ph nhm tng trng li nhun, mc d doanh s bn hng gim 2,3%. Cng ty li cho mi trng kinh doanh v vic tng thu chu u dn n vic doanh s bn hng gim. Tuy nhin, doanh s bn hng cc nc ang pht trin b p c vn khng tt th trng chu u. Trong thng 8/2010, hng bia Heineken cng

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Phn tch hot ng Marketing Mix ca Heineken

b bo co li nhun rng 6 thng u nm 2010 t 695 triu euro, v doanh thu t 7,52 t euro. Vic kinh doanh ca cng ty ny tng trng mnh cc th trng Chu Phi, chu , chu M Latinh, Heineken cho bit, trong khi kinh doanh chu u v Bc M vn cn l " th thch". Doanh thu ca Heineken chia theo a l (n v: triu la euro): 2009 2008 3 2007 1 2006 2005 Doanh thu Ty u 8,500 7,661 5,450 5,351 5,226 Trung v ng u 3,200 3,687 3,226 3,359 2,796 Chu Phi v Trung ng 1,817 1,774 1,311 1,182 1,052 Chu M 1,514 1,566 1,608 1,975 1,733 Chu Thi Bnh Dng 305 279 245 560 502 Tr s chnh / eliminations -594 -648 -595 -598 -513 Heineken Tng doanh thu hp nht 14,701 14,319 11,245 11,829 10,796 EBIT (beia) Ty u Trung v ng u Chu Phi v Trung ng Chu M Chu Thi Bnh Dng Tr s chnh / eliminiations Heineken hp nht hot ng li nhun Tng ti sn Ty u Trung v ng u Chu Phi v Trung ng Chu M Chu Thi Bnh Dng Tr s chnh Cha phn b ti sn Heineken Tng hp nht ti sn

792 389 485 273 103 53 2,095

775 400 463 210 65 19 1,932

665 428 326 234 65 30 1,748

633 364 234 267 95 -24 1,569

605 305 198 256 73 -45 1,392

11,073 11.687 3,785 4,055 3,666 4,969 5,198 5,213 5,252 4,917 1,899 1,919 1,284 1,141 1,164 1,399 1,512 935 1,231 1,184 657 552 346 529 457 -419 -472 73 307 193 19,578 20,396 11,649 12,515 11,581 602 167 305 482 248 20,18 20,587 11,941 12,997 11,829
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Phn tch hot ng Marketing Mix ca Heineken

Tp on Bia Khi lng (triu) Ty u Trung v ng u Chu M Chu Phi v Trung ng Chu Thi Bnh Dng Tng s

47.4 55.1 18.7 23.5 14.4 159.1

56.4 61.6 19.4 21.6 14.6 161.5

43.4 57.9 17.8 17.3 13.4 139.2

32.4 53.3 16.9 17.7 11.6 131.9

32.2 45.7 15.1 15.0 10.8 118.6

THNH TCH T C: Trong nhiu nm gn y, Heineken c xem l thng hiu bia thnh cng nht v l mt biu tng trong ngnh. Ti cc cuc th nghim thc t th Heineken chnh l thng hiu bia duy nht m ngi ta c th nhn ra ngay vi ch mt v chai khng nhn hiu.Trong mt th trng m cc loi bia a phng lun c hng nhiu s u i, Heineken khng ch chim trn cm tnh ca Chu u m cn c a chung trn ton th gii, tr thnh thng hiu bia hng u, v c xem l loi bia nhp khu s 1 ti M. Theo bng xp hng v nh gi ca tp ch Interbrand/Business Week hng nm v 100 thng hiu mnh nht th gii, thng hiu Heineken tr gi 2,4 t USD v gia tng 6% gi tr t nm 2002-2003, c ADSA xp vo Beer Category Launch of the year, chim 3 gii thng v PR, bao b v qung b qua radio ca gii thng hng nm ca tp ch Grocer cho qung co. Trong vng gn 25 nm (tnh n nm 2002), tng doanh thu ca Heineken tng t 1,2 t USD (nm 1977) ln 11,6 t USD (nm 2002). c tnh, c 1 pht trn ton th gii c 13.000 chai bia Heineken c khui ra. Ti cc qun ru v bar, Heineken c doanh thu cao th nh trong s cc bia lager ch sau 9 thng xut hin trn th trng. Cc loi bia Heineken ng chai v lon cng rt thnh cng v Heineken c ADSA xp vo Beer Category Launch of the year v chim 3 gii thng v PR, bao b v qung b qua radio ca gii thng hng nm ca tp ch Grocer cho qung co v tip th. Cc gii thng t c: - Gii thng quc t v cht lng (Heineken Quality Awards) 2007, 2008, 2009. - Gii thng quc t v Nh My Bia (Heineken Brewery Awards) 2008. - Gii thng quc t v tiu th v phn phi (Heineken Sales & Distribution Award)2007.

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Phn tch hot ng Marketing Mix ca Heineken

CHNG 3 PHN TCH CHIN LC MARKETING MIX CA HEINEKEN V I TH CNH TRANH

hiu r hn v chin lc marketing mix ca bia Heineken, chng ta s so snh hot ng marketing ca dng bia cao cp ny vi 2 i th cnh tranh l bia Laser dng bia ti u tin mang thng hiu Vit ( mt tch trn th trng) v bia Miller dng bia cao cp ca M. 3.1. S LC V I TH CNH TRANH: 3.1.1. Laser: Bia Laser l sn phm ca Cng ty Tn Hip Pht - 100% vn VN, nh my t ti Bnh Dng b t chi nhiu c s kinh doanh dch v n ung - ni phn phi trc tip sn phm bia n tay ngi tiu dng. Thng 12/2003 ln u tin, ngi tiu dng Vit Nam bit n sn phm "bia ti" c ng chai l bia Laser. Sn phm bia Laser c sn xut bi dy chuyn cng ngh hin i bc nht ng Nam , v l sn phm bia ti ng chai u tin ti Vit Nam, m ra mt trang s mi cho ngnh Bia Vit Nam. Ngay khi va c tung ra th trng, Laser khng nh mnh l dng bia cao cp, v th Laser chn Heineken l i th cnh tranh. Laser tn cng trc tip vo knh phn phi ca Heineken bng cch tm n v t vn phn phi bia Laser ti mt s nh hng, qun nhu ln (nhng nh hng, qun nhu ny k kt hp ng vi Nh My Bia Vit Nam ch trng by v tiu th nhng sn phm bia do NMBVN cung cp, trong c Heineken). Vi hnh ng thng tay trong s kin qun Cy Da ( l qun nhu k kt hp ng vi NMBVN) nm 2004, Heineken khin cc nh hng,qun nhu rng buc hp ng vi mnh khng dm trng by v tiu th bia Laser. Sau khi thua kin v qun Cy Da, Laser li tip tc tn cng vo anh em ca Heineken l dng bia Tiger. Dng nh rt c kinh nghim t s kin qun Cy Da, ln ny Laser tn cng Tiger trn mt trn qung co v truyn thng. Nhm mc ch tr n, trong mt on film qung co ca mnh Tiger nu cao khu hiu: Bia ti phi c rt t my!. Vi slogan ny, Tiger ging cho Laser mt n ch mng. V kt qu l trn th trng bia Vit Nam hin nay, ngi tiu dng khng cn thy s c mt ca dng bia Laser mt dng bia mang thng hiu Vit Nam.

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Phn tch hot ng Marketing Mix ca Heineken

Knh phn phi Knh phn phi Qung co Truyn thng Qung co Truyn thng

3.1.2. Miller: Thng 8-2009, bia Miller - bia M cao cp - chnh thc ra mt ti Vit Nam. Miller l thng hiu chin lc ca tp on SAB Miller trn ton cu. Ti Vit Nam, tp on ny c thng hiu bia Zorok tr nn quen thuc vi ngi tiu dng phn khc ph thng, gn lin vi tn tui ca i s thng hiu hun luyn vin i tuyn bng Vit Nam Calisto. Tuy nhin, khi nh v mc cao cp, cnh tranh trc tip vi Heineken v cho d c li ko thm khch hng ca Tiger v mc gi cng gn vi Tiger, s xm nhp ca Miller ti Vit Nam khng d dng khi hai thng hiu ny c ch ng vng chc trn th trng. Vn ha ung bia ca ngi Vit Nam cng rt khc vi vn ha M m Miller mun gii thiu. Ni ting th gii vi thng ip Its American time. Its Miller time!, bia Miller khng ch l biu tng ca cht lng M m cn l s tinh t ca li sng, phong cch v ng cp M. 3.2. PHN TCH CHIN LC MAKETING MIX (4P) Vi chin lc nh v ca mnh trn th trng, Heineken rt thnh cng trong vic a cc n tng tt kh qun v sn phm cng ty vo trong tm tr khch hng. Bn cnh vi chin lc Marketing Mix thch hp l cha kha quan trng thc hin chin lc nh v, gp phn to ra s c sc v khc bit ca nhn hiu bia cao cp Heineken.

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Phn tch hot ng Marketing Mix ca Heineken

3.2.1. Sn phm: l bt c g c th a vo mt th trng to s ch , mua sm, s dng hay tiu th nhm tho mn mt nhu cu hay c mun. N c th l nhng vt th, nhng dch v, nhng con ngi, nhng a im, nhng t chc, v nhng ngh. Bao gm: sn phm v hnh v sn phm hu hnh. 3.2.1.1. Sn phm v hnh: Sn phm v hnh ca Heineken l nhng li ch m bia Heineken c th mang li cho khch hng, chng hn: khch hng c gii kht v khng nh c a v ca mnh l tng lp cao cp, l doanh nhn thnh t mun khng nh v th trong x hi. V mun khch hng hiu c li ch th bn thn Heineken phi c mt thng hiu mnh. Nu c mt thng hiu mnh th ng nhin cng tc qung co s khng cn cn thit, khch hng s t bit n thng hiu ca bia Heineken. Trong bt c th trng no th thng hiu lun l yu t ct li quyt nh n s thnh cng ca cc doanh nghip. Nhng xy dng c mt thng hiu mnh l mt bi ton kh, khng d dng cht no. Nhiu ngi thng ni cc doanh nghip ln thng n nhau thng hiu, iu ny qu l khng sai nu chng ta th xem xt v phn tch th trng bia th gii vi thng hiu Heineken. Gi y, khng ch nhng con su bia m c nhiu ngi khng h ung bia bao gi (trong c nhiu ph n) trn th gii h nghe n ci tn Heineken u bit ngay l loi bia ni ting c ng trong chai hay lon c mu xanh l cy v khng th ln vo u c. Theo tp ch kinh doanh ni ting ca M Business Week v Hng chuyn xy dng thng hiu quc t Interbrand, Heineken l thng hiu bia duy nht c xp vo nhm thng hiu c ting tm trn phm vi ton cu (cng hng vi Coca Cola, GM...). Tuy c b dy lch s kh ln nh vy, nhng qu trnh chinh phc th gii v xy dng ch hn 33 nm, bt u t nm 1977. Thc t cho thy Heineken l thng hiu bia ph bin rng khp nht nh tun bo Business Week vit: Heineken l st ngha nht vi mt thng hiu bia ton cu. Thm na, Heineken l mt trong nhng thng hiu u tin nhn ra tm quan trng ca vic kinh doanh a quc gia. 3.2.1.2. Sn phm hu hnh: 3.2.1.2.1. Cht lng v thuc tnh ca sn phm: Cht lng bia tuyt ho lun l tiu ch hng u ca Heineken. Thnh cng ca Heineken bt u t cht lng quc t n nh ca mt trong nhng nh sn xut bia tt nht th gii. Hng v v cht lng ca bia Heineken khng bao gi thay i cho d bn thng thc bt k ni no trn th gii. Bia Heineken c ch bin theo cng thc:

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Phn tch hot ng Marketing Mix ca Heineken

- Nc chim n 95% thnh phn ca bia nn nhng c tnh ha hc ca nc nh cng, mm v cc khong cht bn trong ng vai tr quan trng qui nh c tnh v phong cch ring bit ca tng loi bia. Thng thng nc c cng cao c dng sn xut cc loi bia sm mu nh bia en Amber Stout, trong khi nc c cng thp ph hp sn xut cc loi bia sng mu nh Heineken, Tiger, Larue. V th nng ABV ca bia Heineken l 5% v s dng nc tinh khit. - Mch nha c xem l thnh t c bn ca bia. c mch nha, ngi ta thng dng loi ng cc giu amylase (mt loi men phn gii tinh bt) nh la mch, ngm trong nc nhit t 12-150C nhm kch thch ht ny mm v chuyn ha thnh ng. Vic chn loi la mch lun c cc nh sn xut bia coi trng, v d Heineken ch chn loi la mch c thu hoch vo ma h - thi im la mch chc my nht v c hm lng protein cao nht. Loi la mch ny ch c trng duy nht ti mt s vng chu u v t y s c cung cp cho 116 nh my Heineken trn ton th gii m bo hng v ho hng thun nht ca bia Heineken. - Gia v ca bia chnh l hoa bia, khng ch c tc dng to v ng cn bng v ngt ca mch nha m cn duy tr thi gian gi bt lu hn. c bit, hoa bia l thnh t chnh to nn hng v ring cho bia v gip ngi ung xc nh khu v bia ca mnh. C th k n mt s loi hoa bia ni ting nh Cascade vi mi cam qut rt ring bit, English Fuggles c mi rt thanh v thong hng g, German Hallertauer v Spalter Select li thm hng hoa c ti ngt. Cu k hn, Heineken cn chn hoa bia t nhng cy hoa ci c trng hu c to ra mu vng sng c trng v hng v c trng ca bia Heineken ( bi hoa Houblon - trng theo kiu t nhin, khng bn phn ha cht). - Nhng chnh men bia mi l thnh phn xc tc diu k, l cha kha to nn s li cun k l cho bia. C th xem men A ca Heineken - loi men A-yeast c nht (do tin s Elion - hc tr nh bc hc Louis Pasteur - tm ra mang n cho bia Heineken mt hng v c trng c o hin nay men c ct gi ti Thy S v cung cp cho 110 c s sn xut bia hng thng) l mt trong nhng men bia ni ting nht th gii, v l hng v bia danh ting c mc tiu th 8,5 t chai hng nm xp 25 vng quanh ng xch o tri t. - Kh CO2 c dng trong pha ch bia lun l tinh khit m bo cho bia lun mang mt hng v thun khit nht. Hng v ca bia khng nh du n v phong cch ca ngi nu bia. Khng ch lnh hi c nt p ca tng loi nguyn liu, ngi nu bia cn l mt nhc trng, cm th bng tt c gic quan lnh xng bn giao tu gia la mch, nc, hoa bia v men bia. V t , nhng sn phm bia ho hng li tip tc lm say lng hng triu triu ngi yu bia trn khp th gii.

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Phn tch hot ng Marketing Mix ca Heineken

gi vng c cht lng bia cho n ngy nay Heineken phi tri qua qu trnh kim tra cht lng rt nghim ngt. T nguyn liu u vo cho n thnh phm phi tri qua hn 120 cng on kim tra. V vy m nhn hiu Heineken lun chin thng trong cc gii quc t v cht lng bia v l nhn hiu c tiu th ti nhiu nc nht trn th gii. 3.2.1.2.2. Nhn hiu: l tn, thut ng, du hiu, biu tng, hnh v hay s phi hp ca chng, c cng dng xc nhn hng ho hay dch v ca 1 ngi bn hay 1 nhm ngi bn v phn bit chng vi hng ho v dch v ca cc i th cnh tranh.

LOGO (biu tng): l 1 mu thit k c bit c cch iu theo dng ho th hin hnh nh ca cng ty (t chc), s kin hay dng sn phm. N l s kt hp gia tnh n gin v c o, gia m thut v khoa hc. Ngoi ra, n cn c coi l hnh nh ca thng hiu trong vic gii thiu sn phm, dch v ti cc phng tin thng tin i chng. Logo ca Heineken th hin s c o ring bit. Ngi sao vi 5 cnh tng trng cho cc yu t c bn: t, nc, gi, la, v iu k diu to nn Heineken; ngi sao cng l biu tng v cht lng ca cch pha ch bia truyn thng c xut x cch y hn 500 nm. Nhng ch e trong dng ch Heineken c t nghing mt cch c trng nh nhng gng mt ci- cm gic thoi mi sng khoi khi thng thc Heineken. Ngoi ra bn di cn c hnh ca hoa Houblon - mt trong nhng nguyn liu lm nn hng v m thun khit ca Heineken. Trong khi logo ca Heineken vi hm biu tng v cht lng ca cch pha ch bia truyn thng th logo ca Miller li chn hnh nh ca mt c gi ngi M ng khch hng u tin m Miller nhm ti l gii n v gii thng lu bn cnh nhng ha tit rt sng to, n tng v y ngm , phn nh tt cht M.
SLOGAN: l mt li vn ngn gn, din t c ng v mt vn no m mt t chc hay mt cng ty mun thng bo n ngi tiu dng hay n gin l ly li tinh thn hoc pht ng mt phong tro ni b. CH C TH L HEINEKEN It could be only Heineken lun l cu khu hiu chnh ca Heineken. Cu khu hiu ny ph hp vi chin lc qung co sn phm m cng ty a ra l da vo c tnh sn phm. Mi th dng nh l kh nhng i vi Heineken do c sc ht t cht lng bia n kiu dng sang trng v mu sc c trng bn ngoi th mi th u tr nn d dng hn. V ch c

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Phn tch hot ng Marketing Mix ca Heineken

Heineken mi th hin c phong cch sang trng vi cht lng hng u th gii m khng phi hng bia no cng c, gip cho khch hng th hin c ci ti ca mnh. Khi ung bia, ngi ta chn khng ch da vo cht lng m cn da vo thng hiu. Ung bia chai, dn snh iu chn Heineken v n gin Ch c th l Heineken. Cha cn ni v cht lng, ch cp n cch giao tip, Heineken vn l loi bia duy nht n vi ngi tiu dng qua vic to n tng. Mt s khu hiu qua tng nm thng i cng vi Heineken: - 1985 La bire qui fait aimer la bire. - 1988 Heineken refreches the parts other beers cannot reach. - 1995 Every bottle has its bottle. - 1998 How refreshing! How Heineken! - 1999 The world's favourite import. - 2000 It's all about the beer. 3.2.1.2.3. Bao b: Trong thi gian gn y bao b bin thnh mt trong nhng cng c c lc ca marketing. Bao b c thit k tt c th tr thnh mt tin nghi thm i vi ngi tiu dng, cn i vi ngi sn xut th n l mt phng tin kch thch tiu th hng ho thm. Rt nhiu yu t khc nhau gp phn m rng vic s dng bao b lm cng c marketing. V th, Heineken chn cch tng mc giu sang ca ngi tiu dng (ngi tiu dng sn sng tr tin nhiu hn mt cht cho s tin li, hnh thc bn ngoi, tin cy v v lch s ca bao b hon thin) v hnh nh ca nhn hiu (gip ngi tiu dng nhanh chng nhn bit ra cng ty hay nhn hiu). Khi nhc n Heineken, ngay lp tc mi ngi u ngh ngay n mu xanh l cy t nhin c trng v kiu dng sang trng ca v chai. T khi ra i nm 1873 cho n nay, mu xanh Heineken vn vy v tr thnh mt mu xanh truyn thng ca thng hiu bia quc t hn 130 tui ny. Mu xanh l cy tng trng cho thin nhin, s sng, s ti mt v thun khit. Bia Heineken c ngun gc t thin nhin, gi ln hng v t nhin, ti mt v thun khit ht sc c trng ca Heineken. Trong mt th gii m ngi ta tin rng c nhng ni khc thng xanh hn th h cng sn sng tin rng loi thc ung ng trong nhng chai bia mu xanh l ny cng s ngon hn, cht lng hn nhng hng v thc ung bn a.

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Phn tch hot ng Marketing Mix ca Heineken

Ti th trng Vit Nam hin nay, Heineken c 3 mu m: dng lon, chai c ngn v chai c di. Ring chai c di ch mi xut hin t nm 2003 v khng c bn i tr nh dng lon v dng chai c ngn m ch c bn nhng ni sang trng, cao cp nh: bar, v trng, v c s dng trong cc s kin quan trng do Heineken t chc. Gn y nht, Heineken gii thiu ra th trng Vit Nam chai bia trong din mo mi c nhng nt ci tin c o mang tnh t ph nh: ton b nhn chai c in trn giy kim loi c bit vi nhng ng nt nh kim sang trng, np chai c vin kim loi bao quanh dng ch Heineken Quality, nhn pha sau chai th hin Ngi sao y kiu hnh, nhn trn c chai c nn mu xanh v dng ch Premium Quality. ng nh mun ca nh sn xut, din mo mi ny mang li cho khch hng ca h s yn tm tuyt i v cht lng thng hng ca chai bia Heineken. Theo nhn nh ca cc chuyn gia, vic trung thnh vi mu xanh v kiu dng chai hin ti ca Heineken l mt phn trong chin lc gn gi cht lng truyn thng thng hng cng nh hnh nh cao cp ca thng hiu ny. Nhng ci tin bao b (nu c) s cng tn vinh v p ca chai bia Heineken hin ti theo hng sang trng v c o hn. Trn th trng khng c nhiu thng hiu sang trng to n tng mnh nh Heineken, k c nhng i th cnh tranh quc t. Cng v mun to n tng mnh i vi ngi tiu dng nn khi xut hin trn th trng, bia Laser chn bao b khng khc bit vi Heineken l my. Vi mu sc, kiu dng nhn thot qua th kh c th phn bit c bia Heineken v bia Laser. Phi chng v xc nh Heineken l i th ca mnh m Laser chn bao b nh th? R rng vic la chn bao b nh th khng em li thnh cng cho Laser. Khc vi tng ca Heineken v Laser, bia Miller vi bao b ni bt nh thit k hon ho v chai thy tinh trong snh iu, khng ch l cht lng M m cn l s tinh t ca li sng, phong cch v ng cp. 3.2.1.2.4. Chng loi : l 1 nhm hng ho c lin quan cht ch vi nhau do ging nhau v chc nng hay do bn chung cho cng nhng nhm khch hng, hay thng qua nhng kiu t chc thng mi hay trong khun kh cng 1 dy gi c. Heineken c nhng chng loi sau: + Heineken lon 330 ml( Sn xut ti Vit Nam). + Heineken lon 550 ml (Nhp khu). + Heineken chai 330ml( Sn xut ti Vit Nam). + Heineken chai 250ml(Nhp khu). + Heineken 2 can/5l( Nhp khu). + Heineken 1can/5l(Nhp khu). 3.2.2. GI C:
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Phn tch hot ng Marketing Mix ca Heineken

Ngay t u bia Heineken xc nh mnh l dng bia cao cp, n mun ginh v tr hng u v cc ch tiu cht lng hng ho. V th i hi cc chuyn gia nghin cu phi nh gi cao cho hng ho b p cc chi ph nhm t cht lng cao v tin hnh cc cng tc nghin cu, thit k, th nghim t tin. V cng chnh v vy m cc nh nghin cu ca i th cnh tranh vi bia Heineken l bia Laser v bia Miller s dng nhng hiu bit ca h v gi c v chng loi hng ho ca bia Heineken lm im xut pht hnh thnh gi c ca mnh. Hng ho ca h cng l dng bia cao cp ging Heineken nn h buc phi nh gi gn bng vi gi ca Heineken. Hin nay trn th trng Vit Nam , gi ca 1 chai Heineken c bn vi gi 11.000 12.000 v 13.000-14.000 vi bia lon (chnh lch vi bia Laser v bia Miller t 500 1000). Nhiu ngi cho rng gi ca Heineken nh th th qu t v cng c kin cho rng gi nh th l hp l. V vic nh gi bn ca Heinekien trong th trng Vit Nam, cc chuyn gia nghin cu v a ra mc gi nh vy cng l v tu vo th trng mc tiu m cng ty mun nhm vo, l ngi tiu dng c thu nhp cao, cho nn gi nh vy ph hp vi khch hng mc tiu m bia Heineken mun nhm ti. S lng bia bn ra ca Heineken gim 1,5% hng nm, nhng thu nhp li tng 3,7% ln thnh 14,3 nghn t Euro (tng ng 19,4 nghn t la; 12,6 nghn t bng Anh), do n c bin thnh chi ph sn phm tng thm m khch hng phi chu. Theo van Boxmeer, ct gim chi ph, nh gi cao, v sc mnh thng hiu l cc ng lc chnh doanh nghip ny to ra sc bt cnh tranh. 3.2.3. PHN PHI: Heineken s dng, pht trin h thng marketing nhiu knh, v th cc loi hnh phn phi kh a dng v rt d mua. Chng ta c th mua bia Heineken bt c u, t i l bn s cho n bn l, t nh hng khch sn, cc cu lc b n cc qun bar, v trng. Bn cnh , heineken chn hnh thc phn phi theo c quyn, hng i hi cc i l bn hng ca mnh khng c kinh doanh nhng mt hng ca cc i th cnh tranh, v th gp phn cao hnh nh ca heineken nhng cng gy ra khng t tranh ci. th trng Vit Nam, vo khong nm 2000-2004, trong nhiu hp ng gia NMBVN v cc nh hng, lun c iu khon ghi r Bn A (NMBVN) c c quyn bn v qung co tip th cc nhn hiu bia ca bn A ti c s kinh doanh ca bn B. Bn B khng c bn v lm qung co, khuyn mi hoc hot ng tip th cho bt c nhn hiu bia no khc nh San Miguel, Carlsberg, Foster, BGI, Si Gn Special, Budwiser.... c c ch k ca cc ch c s vo cc hp ng nu trn, NMBVN sn sng chi cho ch c s t vi chc triu n vi trm triu ng. R rng y l mt hnh thc kinh doanh khng lnh mnh nhng nhng rng buc bi hp ng khng h phm lut v lut khng cm.

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Phn tch hot ng Marketing Mix ca Heineken

Chnh v th, khi bia Laser xm nhp vo th trng bia do khng nghin cu k v la chn knh phn phi ph hp nn cc knh bn ca Laser mun nhm n u b hng c bi Tiger & Heineken. Vy mun nh bt ch th, Laser phi i mt vi 2 th thch: mt l tin ti tr phi cao hn; hai l, phi thuyt phc ch im bn s ph v hp ng vi VBL c th trng tiu th. V tin ti tr c th gii quyt, song Laser kh gii quyt c v th trng tiu th. Vi hnh ng thng tay trong s kin qun Cy Da ( l qun nhu k kt hp ng vi NMBVN) nm 2004, Heineken khin cc nh hng,qun nhu rng buc hp ng vi mnh khng dm trng by v tiu th bia Laser. y l nguyn nhn chnh dn n s tht bi v hon ton bin mt ca Laser trn th trng. Cho nn, ng Trn Qu Thanh, ch tch hi ng qun tr Cng ty Tn Hip Pht than th: Chng ti u t tin bc v c cng sc vo sn xut v xy dng thng hiu cho sn phm nhng khi a ra th trng li b tc. T s bin mt mt cch nhanh chng ca bia Laser trn th trng cho chng ta thy c tm quan trng ca vic nghin cu knh phn phi. Khc vi Laser, Miller c chin lc phn phi rt khn ngoan. giai on u, Miller khng qu ch trng bao ph th trng hoc tng doanh s, chim th phn tht nhanh. Vic lm u tin l xy dng hnh nh v to s xm nhp chm, nhng tht vng chc, bt u vi cc bar, v trng. Hnh ng th hai l to thi quen ung bia p lnh v ung trc tip t chai v chn ni phn phi phi c iu kin bo qun tt. 3.2.4. XC TIN: xy dng c thng hiu mnh nh hin nay, theo nhiu nh phn tch, ngoi chuyn bia phi ngon, cht lng cao c gii snh iu tm phc khu phc, th Hng cng chi ti hn 10% tng doanh thu cho cng tc tip th, qung co (c th nm 2002, Hng chi ti gn 14% doanh thu, cao hn t 4 n 5% so vi mc chi ca cc i th cnh tranh. 3.2.4.1. Qung co: HEINEKEN - TH GII CA NIM SAY M V S SNG KHOI, Heineken khng ch l bia, Heineken l khonh khc n cng nhng hnh nh v ngun cm hng vi mi ngi, mi lc mi ni. Qung co ng vai tr rt quan trng trong vic truyn b nhn hiu Heineken.Ngay t ban u, Heineken xut hin trn truyn hnh vi nhng phim qung co v cc chng trnh khuyn mi ht sc d dm, hp dn, c o, s dng ngn t d hiu v ph hp vi ngi Vit Nam.v th, heineken to c mt n tng tt trong lng khch hng, ngay c nhng ngi khng ung bia. Ngy nay mi khi nghe cu ht: Tell me when will you be mine. Tell me quando quando quando. We can share a love devine. Please dont make me wait again. When will you say yes to me th mi ngi u ngh ngay n chai bia Heineken (tm dch: Hy ni cho anh bit khi no

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Phn tch hot ng Marketing Mix ca Heineken

em thuc v anh. Hy ni i em. Ta c th trao nhau tnh yu du ngt. Xin em ng anh i ch ln na. Khi no em s ni ng vi anh?...). Qung co ca Heineken nhm vo nhm thnh t, c iu li ch ca nhn hiu c thay i cho ph hp vi s dch chuyn nhu cu ca ngi ung bia. Trong phim qung co trc y, phim doanh nhn i cng tc, hnh nh ca nhng ngi thnh t c khc ha l mt ngi bn rn vi cng vic, sng phn ln thi gian trn my bay. V nh th phim phn nh nhu cu ung bia ca ngi thnh t l quan h lm n, hon ton ph hp vi tng lp thnh t. Sau cm thy nhu cu ung bia ca lp thnh t c dch chuyn t quan h lm n sang hng th cuc sng, Heineken tung ra phim qung co Chc mng cuc sng. xt v bn cht, thnh cng ca heineken khng phi do khai thc nhu cu quan h lm n hay hng th cuc sng, m chnh l nhu cu th hin a v x hi mt cch kho lo, khng ph trng. V cn na, c s Heineken c th thuyt phc thnh cng chnh l loi bia s mt th gii. Bia heineken l mt trong nhng thng hiu s hu nhiu clip qung co c nh gi cao v tnh c o v s sng to. Mi qung co thng mang mt thng ip ring cng vi slogan Ch c th l Heineken. c bit, cn c s xut hin ca cc nhn vt ni ting trong cc on qung co th hin ng cp ca mnh, in hnh l nam din vin ni ting Hollywood - Brab Pitt. Bn cnh , Tn Hip pht chi rt nhiu thc hin chin dch truyn thng tng lc (IMC) di hi vi mt chui seri qung co do Sattchi thc hin th hin rt tuyt vi. n ni mt s ngi cho l ca Ty. Laser c mt qung co thu ht c s ch ca ngi xem truyn hnh nhng qung co ch tn ti c ni tm tr ngi tiu dng mc tiu trong mt khong thi gian no , sau s bin mt nhanh nh thn n do

phng php khng hiu qu.

Miller su sc hn Heineken ch s dng qung co bo ngoi hnh thc nguyn trang bn mu thng thng, cn dng hnh thc wrap-around (mu qung co bao ly cun tp ch li t bn ngoi) vi cc tp ch cao cp. Roadshow (qung co trn ng ph) trang tr nguyn xe pick-up, cn qung co ngoi tri th c billboard neonsign. Ngoi ra, nhn hng cn c hot ng qung co ti rp chiu phim. 3.2.4.2. Public Relation (PR): l 1 hot ng nhm h tr cho hot ng marketing lm cho khch hng bit n cng ty ngy mt nhiu hn.

Heineken cng chia s s thnh cng ca mnh vi khch hng bng cch ti tr cho nhiu hot ng ln ti Vit Nam. Gii qun vt nh ngh quc t Heineken Challenger l mt v d. Khi u vo nm 1998, Heineken Challenger nay tr thnh gii qun vt nh ngh hng nm uy tn nht ti Vit Nam. Nhng s kin
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Phn tch hot ng Marketing Mix ca Heineken

nh vy khng nhng em li cho ngi xem bu khng kh gii tr tuyt vi m cn to c hi cho Vit Nam c mt trn danh mc ca cc gii tennis th gii,
gip cc tay vt hng u Vit Nam c dp c st vi cc tn tui ca th gii, gip khn gi thng thc trc tip nhng trn u nh cao, ng thi dy ln mt phong tro yu thch mn th thao ny hn.

Ngoi th thao, Heineken cn gn lin vi nhng s kin m nhc hin i trn th gii. in hnh l cc m nhc Thirst c t chc ti Vit Nam theo m hnh ton cu vi s c mt ca nhng ti nng nhc dance hng u th gii nh Paul Oakenfold, Tiesto, Roger Sanchez. Nhng m Thirst nng bng ti TP. HCM do Heineken em li cho nhng khch hng may mn, li nhiu n tng p qua s ph din ti nng ca cc DJ ng cp th gii. Nhng tn tui ln ny cn gip o to k nng cho cc ngi sao DJ Vit Nam qua nhng cuc thi tuyn chn DJ s 1 Vit Nam do Heineken t chc hng nm. Heineken ti Vit Nam, thng qua nim am m cht lng nh cao, vic u t bi bn cho h thng phn phi v cc chng trnh truyn thng hp dn, khng nh v th ca nhn hiu bia cao cp s mt th gii. Heineken rt trn trng s ng h ht mnh ca cc khch hng thn thit, nhng ngi lun bit khm ph v thng thc nhng iu tt p nht ca cuc sng.
Ngoi ra, in nh l lnh vc cng c Heineken quan tm c bit. Trn th gii, khng ch dng li vic ti tr pht hnh cc b phim hay, Heineken cn nhiu ln ti tr sn xut cc tc phm in nh ln nh: Matrix Reloaded, Bourne Identaty, Be Cool, 007Die another day, c cng chng yu ngh thut th by tn thng. Ring Vit Nam, thng 10/2003, vo mi ti th ba hng tun, trn i truyn hnh TP.HCM (HTV7), Heineken em ti cho khn gi nhng b phim kinh in ca th gii. Phim do Heineken cung cp nhnh chng tr thnh mn n tinh thn cht lng cao. M in hnh gn y l cc b phim Mr & Mrs Smith, v bui chiu ra mt phim "007 Canh bc Hong gia" ti Galaxy Si Gn c Heineken ti tr vi s xut hin honh trng ca Hng cng s than phc v th v ca mi ngi. Phim truyn ti th ba (Big movie) cng l mt nhn hiu quen thuc i vi khng t ngi hm m. Khc vi Heineken, bia Miller vi mc tiu to ra mt phong cch ung bia mi, cc hot ng PR rt c ch trng nhm nng cao nhn thc ca ngi tiu dng. Chui cc bi PR ni v cc gi tr ca M nh xe hi, hng cng ngh cao, phim nh, m nhc khng ch pht trn cc i chnh trong nc nh thng thng m cn u t nhiu vo truyn hnh cp. Cc hnh thc tip th truyn thng khc cng mang m nt hin i. Qung co bo ngoi hnh thc nguyn trang bn mu thng thng, Miller cn dng hnh thc wrap-around (mu qung co bao ly cun tp ch li t bn ngoi) vi cc tp ch cao cp. Roadshow trang tr nguyn xe pick-up, cn qung co ngoi tri th c billboard neonsign. Ngoi ra, nhn hng cn c hot ng qung co ti rp chiu phim.

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Phn tch hot ng Marketing Mix ca Heineken

Sau ba thng kinh doanh, tng mc nhn bit thng hiu (total brand awareness) l 85%. Trong s , gn 100% u bit Miller l bia M cao cp, 40% tng th qua Miller. V doanh s, vi hu ht cc trng hp tung hng hoc khuyn mi thng thng, doanh s i theo dng hnh nn. Ngha l sut thi gian tung hng hoc khuyn mi, doanh s s tng cao, sau s quay v mc ban u. Vi Miller, trong khuyn mi, doanh s tng cao (kch thch dng th) l 70% - 75% nhng doanh s sau lun cao hn doanh s trc khi thc hin chng trnh khong 40%. iu c ngha, khch hng quay li ung v sn phm, khng n thun v khuyn mi. Khng sun s nh bia Heineken v bia Miller, bia Laser gp mt vn nh v PR, l vic ti tr cho gii bng Cp truyn hnh Bnh Dng - Laser Cup v ban t chc gy phn cm khi i x thin v cc i bng nc ngoi l khch mi. 3.3. KHC BIT, KHC BIT V KHC BIT: - Bng so snh:

So snh Loi chin lc cnh tranh

HEINEKEN

MILLER

LASER
- Chin lc cnh tranh ca ngi thch thc th trng. - Tn cng trc din vo qun bia c i th cnh tranh.

- Chin lc cnh - D bit ha sn phm, tranh ca ngi phn ng nhanh vi th dn u th trng trng v s cnh tranh.

- Nhm ti mt - Nhn mnh cho ngi tiu Chin lc pht phn khc th dng bit Miller l bia M trng mi, l gii cao cp v ti a ha c hi trin tr - nhng ngi cho ngi tiu dng tip cn thch ung vi vi mt sn phm mang m nng cn cao. phong cch M. - L doanh nhn, l nhng ngi giu c, thnh t v c s nghip, a s h u nhng khu th, thnh ph l ch yu.

Khch hng mc tiu

- Hng n nhng ngi - Thnh t, thch giao tr hin i, suy ngh c tip, vui tnh, t tin lp, c t tng ci m. H - N, tui 25t -> 35t thch khm ph nhng iu mi m, nhng nhn hiu ni ting v yu thch li sng M, c bit l n
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Phn tch hot ng Marketing Mix ca Heineken

gii.

Sn phm
hn bia + Hng - t chua hn cc - V ng nh, m v d -"Ti" loi bia khc. ung. thng khong 60%. v

Xc tin
+ Khuyn - Pht phiu qu tng cho nhng mi khch hng tham gia chng trnh kho st th trng. - T chc chng trnh khuyn mi tng mi ngy mt in thoi Blackberry phin bn mi nht - Bold 9000, laptop M - Dell v trao gii ngay ti cc qun lny chnh l lc hp dn ngi tiu dng n vi Miller. Ngoi ra cn c cc chng trnh dnh cho cc i l, tp ha, siu th (cng siu th, xe y hng, thu u k, tr, quy sampling - n gn thi im vi ATM). tung ra th trng, + i ng -L nhng c gi - i ng tip th ngi M Laser vn loay hoay ngi Vit t tin, cng vi i tip th ngi tm nhn vin v qun tip th tr trung v nng Vit gii thiu bia, tng bp l. ng. rang b nhm vi bia theo ng phong cch M.

Kt qu - Li nhun thc t - Doanh s tng cao l 70% - - Thua l v hon ton ca su thng u 75% nhng doanh s sau bin mt trn th kinh nm t 621 triu lun cao hn doanh s trc trng. doanh
la euro (510 triu khi thc hin cc chng bng Anh hay 788 trnh khuyn mi khong triu la M), 40%. tng 17% so vi cng k nm ngoi.

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Phn tch hot ng Marketing Mix ca Heineken

CHNG 4: CON NG PHA TRC

4.1. THUN LI V KH KHN: 4.1.1. Thun li: Trn bt c th trng no th thng hiu lun l yu t ct li quyt nh n s thnh cng ca cc doanh nghip. Nu c mt thng hiu mnh th ng nhin cng tc qung co s khng cn cn thit, khch hng s t bit n thng hiu ca doanh nghip. V heineken th c sn li th ny trong tay. Heineken l mt thng hiu ngh n vic kinh doanh a quc gia sm nht trn th trng bia th gii. Cng v th m n tr thnh dng bia nhp khu sm nht vo Vit Nam. T ta c th thy li th ca ngi tin phong pht huy rt nhiu tc dng. 4.1.2. Kh khn: Bn cnh Heineken, trn th trng c hng chc loi bia nhp khu ang c tiu th rng ri ti h thng nh hng, khch sn, qun bar v trong cc siu th. Mc thu i vi bia nhp khu ngy cng gim khin bia ngoi nhp thi nhau nhm ng th trng VN. Hin nay, bia nhp khu kinh doanh ang phi chu ba loi thu: thu nhp khu (47%), thu tiu th c bit (45%), thu VAT (10%). Trong , thu tiu th c bit va c gim mnh. Nm ngoi, mc thu ny l 75%. n nm 2012, thu tiu th c bit vi mt hng ny ch cn 30%. Ta thy, cc dng bia ngoi o t vo th trng Vit Nam cng vi sn lng sn xut v sc cnh tranh ca cc cng ty bia trong nc ang tng gy mt sc p khng nh ln thng hiu bia Heineken.
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Phn tch hot ng Marketing Mix ca Heineken

C cc d on cho thy: Chi ph Marketing tng, s gim st trong tnh hnh tiu th bia ca ton ngnh, v Downtrading - vic chuyn sang mua cc mn hng thay th r hn - s vn tng ln, i hi Heineken phi c cc chin lc ph hp. 4.2. MC TIU V GII PHP CA HEINEKEN TRONG TNG LAI: - Mc tiu: Hin nay, Heineken chim lnh phn pha trn ca th trng (tng lp thng lu, doanh nhn thnh t). V th, Heineken ang pht trin chng loi hng ho hng xung di (tc l tng lp trung cp, nhng ngi c tu lng cao) v phn ln ngi dn Vit Nam thch ung nhng dng bia c nng cao. - Gii php: Nh nghin cu ca Heineken i su tm hiu s thch v th hiu ca khch hng nhm a ra sn phm c cn thch hp v gi thnh hp l. 4.3. NHN NH V SN PHM V XUT PHNG HNG: - Bia Heineken rt c a chung trn th trng v rt nhiu tim nng m rng th phn nc ta (54% ngi tiu dng a chung bia Heineken) h thng phn phi ca bia Heineken phi rng ri v tip cn hn na ngi tiu dng ti khp cc tnh v vng trn c nc. - Bia Heineken rt thch hp vi nhng bui lin hoan, tic(35% ngi tiu dng la chn Heineken), c s dng rng ri trong giao tip (44%) nhng gi vn cn cao so vi thu nhp ca phn ng ngi dn. V th n ch p ng c nhu cu ca a s ngi c thu nhp cao (chim khong 63%) iu chnh gi sao cho ph hp vi a s ngi tiu dng Vit Nam. - Gn y trn th trng xut hin rt nhiu bia Heineken gi, lm gim uy tn ca Heineken v nim tin ca ngi tiu dng. - Cc qung co ca Heineken gy c nhiu s ch t pha nh tiu dng, c bit l cc mu qung co trn TV rt c hiu qu (39% ngi tiu dng cho rng qung co ca bia heineken l rt hp dn, 49% cho l hp dn, 10% cho l khng hp dn, s cn li khng c kin). - Chng trnh khuyn mi kh hp dn nhng khng rm r nn nhiu ngi khng bit ( thnh ph H Ch Minh, Heineken c chuyn dch khuyn mi l mua 10 chai Heineken tng 3 chai Heineken) nhng chng trnh khuyn mi cn ph bin v hp dn hn. - Cc chng trnh do bia Heineken ti tr cng khng c cng chng ch nhiu tng cng cc hot ng ti tr thit thc nhm khng mt th phn so vi cc i th cnh tranh.

NHNG IU CHA BIT V HEINEKEN

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Phn tch hot ng Marketing Mix ca Heineken

Heineken xut khu bia nhiu n ni hng tr thnh khch hng ln th nh trong vn ti xuyn i Ty Dng, sau qun i M. Bia Heineken c pha ch theo mt phong cch ring, t trong cc thng nm ngang, lm cho bia lun c mt hng v c trng. S lng bia lon c Heineken sn xut trong nm 2002 c th xp thnh vng xung quanh tri t 35 ln. Heineken sn xut 620,000 lon bia/gi.

. TNG KT .
Gia nhp vo th trng Vit Nam rt tr nhng Miller vn tm c ch ng v ang bnh trng, cn Laser li c mt s phn hon ton khc. Yu t quyt nh y chnh l chin lc Marketing Mix. c tung ra th trng mt cch honh trng nhng li yu km trong mt khu quan trng khng km so vi cc khu khc-phn phi, lm cho cu hc tr nh Laser chao o trc chiu bi c quyn phn phi ca ng ln Heineken. Khi chng ta ang i su phn tch chin lc Marketing Mix ca Heineken th nhn hiu ny v hng lot cc nhn hiu bia trong nc v ngoi nhp ang chin u quyt lit trn chin trng bia Vit Nam khng ch tm mt ch ng v m rng th phn m cn ton mng. Chng ta s khng thy cnh pho sng, cng khng nghe thy ting tht ni chin trng, nhng kt cuc sau cng s quyt nh n s phn tng lai ca Heineken. Trn thc t, khng ch c th trng bia l khc lit m tt c cc th trng chnh l cc chin trng. V dng nh, trong tt c nhng cuc cnh tranh mang tnh sng cn, nhng sn phm thun Vit bao gi cng b sn phm ngoi nh n bn thn bt toi ngay trn sn nh! Vy tht bi nm u? V cc cng ty sn xut khng tim lc? Hay chnh chin lc Marketing Mix b xem nh v khng hiu qu? Nu cc thng hiu Vit mun pht trin bn vng v c th i u vi nhng thng hiu mnh trn th gii th trc tin phi tr li nhng cu hi trn v rt ra nhng bi hc xng mu t ci cht tc ti ca Laser.

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