Marketing Tra Xanh

8/8/2019 Marketing Tra Xanh

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Tr xanh khng Thng hiu dn u cn thay iTr xanh Khng l mt sn phm t ph ca Tn Hip Phttrong tnh hnh Number 1 ngy cng b ln lt bi Sting vonhng thng u nm 2006.ng trc nhu cu tiu th sn phm nc khng gas tng gn 30%mi nm, vi hn 50% ngi tiu dng thnh ph ang chuyn dnsang cc loi nc t nhin, t ngt trong khi sn phm nc c gasang dn bo ha vo thi im .Do vy, khng ngc nhin khi nm va ri, tr xanh Khng lthng hiu pht trin nhanh nht vi mc tiu th c lc tng ti190%.

V th trng tr xanh, trn th gii nh u, M, Nht, Hn l cc sn phm ca Lipton, Pepsi,Nestl, Coca Cola, Uni President, URC,Cn Vit Nam chnh l nhng ci tn quen thuc:Tr xanh Khng ca Tn Hip Pht, C2 ca URC,100 ca Tribeco, Queen Tea, Pure Green(Uniliver )..Trong , th phn trung bnh ca Tr xanh Khng trong nghnh nc ny theo cc s liuca AC Nielsen l trn 50 % : 1/2007: 32,6%2/2007: 30%3/2007: 40%4/2007: 48%5/2007:49%6/2007: 53%7/2007: 52%8/2007: 57%9/2007: 56,1% .Tuy nhin, l ngi dn u khng c ngha l bn lun dn u. c nhng i th cnh tranhngy cng mnh m, v c nhng du hiu cn phi thay i trong cc chin lc ca Trxanh Khng .

V chin lc sn phm:
http://ebrandium.com/tin-tuc/thuong-hieu-marketing/tra-xanh-khong-do-thuong-hieu-dan-dau-can-thay-doi.htmlhttp://ebrandium.com/tin-tuc/thuong-hieu-marketing/tra-xanh-khong-do-thuong-hieu-dan-dau-can-thay-doi.htmlhttp://ebrandium.com/tin-tuc/thuong-hieu-marketing/tra-xanh-khong-do-thuong-hieu-dan-dau-can-thay-doi.htmlhttp://ebrandium.com/tin-tuc/thuong-hieu-marketing/tra-xanh-khong-do-thuong-hieu-dan-dau-can-thay-doi.html


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Dung tch chai 500ml l ph hp, cn c thm dung tch 1,000ml cho i tng ung nh.Tng chiu su sn phm bng cc dung tch nh hn,hoc ln hn p ng cc nhu cu SPtr xanh khng ng nn c nhm vo i tng ung nh v nn c truyn thng sdng tt nht bng cch p lnh, trong khi tr xanh v chanh (do v hi ngt) c th ctruyn thng ung p lnh hoc ung vi .

Chin lc gi:

Mc gi ti u - Tr xanh khng ng - Totals

Mc gi ti u - Tr xanh v chanh- Totals


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Ngi tiu dng nh gi SP tr xanh v chanh cao hn tr xanh khng ng. Khung gi ti ucho tr xanh v chanh l t 6000-6500 /chai 500ml, khung gi ti u cho tr xanh khng ngl 5500 6000/chai 500ml.

Mc gi ngh cho tr xanh v chanh l 6,5000/chai 500ml v vi mc gi ny, im trungbnh v nh mua cn kh cao.

i vi tr xanh khng ng, mc gi 5,500/chai, nh mua SP kh cao, khi tng ln6,000, im TB v nh mua c gim nhng vn trn trung bnh. Do , ty theo chin lcgi ca THP, chng ta c th

Tung tr xanh khng ng mc gi 5,500 nh vo s ng (mass) Tung vi gi ngang vi tr xanh v chanh (6,500) nhm vo nhm ung khngngChin lc chiu th:

Hin nay tr xanh Khng ang v tr cao trong chu k sng ca sn phm,cc chin dchqung co nghing v phn l tnh trc y u t kt qu tt trong vic xy dng hnh nh 1sn phm t nhin,c li cho sc khe,mang li cm gic sng khat,mt m,gii nhit cucsng.

ng thi ,nhn thc v tc dng ca tr i vi ngi tiu dng kh cao (hn 50%),bn cnh cc chin dch PR ca i th cng gp phn xy dng nhn thc y thm vng chc

C2,queen tea,100.. Ln lt ra i khin cho tnh cnh tranh ngy cng tng.

c bit i vi 100,sn phm ca Tribeco ang thc hin chin lc bt chc sn phm khng khin ngi tiu dng d c nhn thc nhm ln v 2 sn phm.Cc i th trn cng ang rasc xy dng knh phn phi kh mnh cnh tranh vi Khng ,m trong dng sn phm


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low-involvement ,vic nh vo khu phn phi l ht sc quan trng

Tc dng, chc nng ca tr:

Khi cp n tc dng ca tr, khong na s mu nghin cu nhn bit c chc nng catr. NTD cho rng tr c tc dng "gii nhit", "mt cho c th", " tnh to trong cng vic" v"tt cho sc khe"

Do , y l lc Tr xanh Khng nn chuyn dn t qung co l tnh sng cm tnh, ngoinhng gi tr l tnh m ngi tiu dung c mc nhn thc kh co nh tr xanh thinnhin, gii nhit, mt cho c th.. cn phi tm kim mt gi tr cm tnh em n s

khc bit co cho sn phm ny so vi cc sn phm khc.

Tp trung cho nhnh Below the line hn vi cc chng trnh h tr bn hng, khuyn mi vichnh sch y lm trng tm gp phn thu ht, gi chn cc i l.Mi nguy ln nht ca mtthng hiu dn u i khi khng n t i th m n t s ng qun trn v tr y.Chc chn rng cuc chin tr xanh s vn cn gay cn v Tn Hip Pht vn cn nhiu vicphi lm cng c cho a con cng ny ca mnh .

Cuc chin tr xanh...Tr xanh ng chai (ready-to-drink tea) tr thnh mt ch ctho lun nhiu trong thi gian gn y. Quan st cc s kin linquan n loi nc gii kht ny, chng ta c th rt ra nhng kinhnghim qu bu cho hot ng truyn thng thng hiu.


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Tr xanh l cht liu dng ch bin thc ung ph bin trn th gii t hng nghn nmnay, c bit cc nc khu vc chu nh Trung Quc, i Loan, Nht Bn, Hn Quc

Ung tr thm ch c nng ln thnh ngh thut vi nhng nghi thc c bit v trangtrng. Nhp sng hi h hin i thc y ngnh cng ngh nc ung pht trin mnh m.Tr xanh ng chai cng nm trong dng chy ny.

Th trng Vit NamTrn th gii v trong khu vc, tr xanh ng chai pht trin mnht thp nin 80 ca th k trc.Tt c nhng thng hiu ln c mt ti Vit Nam u c sn phm tr xanh ti cc th trng u, M, Nht, Hn nh Lipton, Pepsi, Nestl, CocaCola, Uni President, URC, Vit Nam hin nay, khi ni n tr xanh ng chai, chng taphi k n cc thng hiu nh Tr xanh khng ca Tn Hip Pht, C2 ca URC, QueenTea. Thng hiu Tr xanh khng c l c nhiu ngi bit n nht hin nay.

Tr xanh khng

Vo khong u nm 2006. Tp on Tn Hip Pht tung ra th trng Tr xanh khng .Loi thc ung gii kht ny c ng chai PET, tin li cho ngi s dng. Nh u t khng ngoan kt hp tt c cc yu t ca marketing mix khuch trng Tr xanh khng. V mt sn phm: Sn phm tr xanh gn gi vi ngi tiu dng Vit Nam, nhng c

o v c ng chai trong nhng iu kin sn xut c bit gi li cc cht b dng,c li cho c th. Chai PET ng tr xanh chu c nhit cao v phi chit rt khi cnnng. Ngay thi im ban u, Tn Hip Pht u t ring cho mnh dy chuyn snxut chai PET ny. Khng cng c u t kh k cng t vic chn la tn thnghiu, logo, kiu dng bao b, mu xanh l cy to cm gic gn kt vi thin nhin cho nvic s dng Number One lm thng hiu bo tr.

V mt gi c: Tr xanh khng c gi cao hn khong 20% so vi cc loi nc gii khtng chai khc. Tuy nhin, khch hng chp nhn mc chnh lch ny v c li cho sckhe.

V knh phn phi: Tr xanh khng tha hng li th t knh phn phi hin hu caTn Hip Pht. bt k tim tp ha no, ngi tiu dng cng c th d dng mua cmt chai Tr xanh khng .V chin lc marketing: Ngay t u khi tung ra sn phm

mi, Tn Hip Pht la chn gii php truyn thng bng n vi qung co truyn hnh,bo chi, PR, kt hp cc cng c kch hot thng hiu khc.Tr xanh khng nhm vophn khc nc gii kht.

Chin dch marketing chuyn ti thnh cng thng ip: Thc ung vt tri so vi ccloi nc gii kht thng thng khc ch c li cho sc khe.S thnh cng ca Tr xanhkhng c th l gii mt phn li th ca ngi tin phong (first mover). Vic tung rasn phm thin nhin c li cho sc khe, vn l xu hng mnh m ca thi hin i, lmt chn la rt khn ngoan.Tt c nhng chin lc ni trn nhanh chng to c squan tm ca khch hng i vi thng hiu Tr xanh khng .

Tr xanh C2

Tr xanh C2 l thng hiu thuc Cng ty URC Vit Nam. C2 l thng hiu tr xanh thnh cng rt rc r ti Philippines.URC u t vo th trng Vit Nam vi s vn ln n14,5 triu -la M. URC t nh my sn xut ti Khu Cng nghip Vit Nam Singapore.

Tuy nhin, khi vo Vit Nam, C2 cha t c thnh cng nh mong i. Ti thi im ramt, C2 dng nh ri vo tnh th b ng. l v Khng ra mt trc v ctr gip mnh m bi cc hat ng truyn thng rm r. Mi n thng 9 va ri, C2 migia tng n lc marketing thng qua vic qung co trn truyn hnh. Ngoi ra, C2 cng kthp qung co vi chng trnh gim gi mnh m. Nhng tnh hnh c l kh ci thin vchin dch ny cn cha mt s im cha tht s thuyt phc lm.Trc ht, tr xanh C2la chn khu hiu mt lnh & thanh khit (cool & clean).


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to ra nhn bit ca ngi tiu dng, khi l thng hiu n sau, C2 nn chn chomnh mt c trng khc bit vi Khng thay v cng ch l gii kht v c li cho sckhe. Nhn vt i din thng hiu trong phim qung co thuyt phc ngi tiu dng hychuyn t tiu dng nc ngt sang tr xanh C2. Thng ip ny c ba im hn ch.

Th nht, C2 t hn ch i tng tiu dng sn phm khi ch hng vo nhng khchhng tiu dng nc ngt. Thay v vy, C2 c th m rng sang th trng nc tinh khitng chai v cc loi nc gii kht khc. Theo thm d ca ngi vit, phn ln ngi tiudng coi vic chn tr xanh l mt la chn khn ngoan thay th nc tinh khit chkhng phi nc ngt.

Th hai, chin dch tryn thng ca Tr xanh C2 phn ln hng n mc tiu hnh thnhlc ko, nhng cha ch trng n lc y qua knh phn phi, nhm to ra mc snsng v hng ha ti im bn.

Th ba, nu chuyn t tiu dng nc ngt sang tr xanh, khch hng s la chn khng, vn c trc C2. Thng hiu C2 khng a ra c bt k l do no thuyt phckhch hng chn C2, ngoi tr nhng l do m ngi tiu dng c p ng bi Trxanh khng , l tinh khit v c li cho sc khe.

Nh vy, mc khng sn sng ca C2 ti im bn, cng vi thng hiu cha sc

thuyt phc v tnh gip Tr xanh khng hng li t ngn qu marketing ca C2.iu rt ra t cuc so ti. Tt nhin, cn phi c thm y hn nhng thng tin v binng doanh s, tng quan v th phn, mc bao ph gia Tr xanh C2 v Khng th phn tch trn mi r rng hn.Tuy nhin, theo ngi vit, vi cc phn tch da trnthc tin ni trn, Tr xanh C2 c th cn iu chnh chin lc to c s khc bitgia C2 v Khng . Cc hot ng marketing, PR hng n tnh cch snh iu m C2ang trin khai Philipines c l s hiu qu hn cho C2 ti Vit Nam. Bn cnh , C2cng cn ch n cc cng c to lc y gia tng mc bao ph hng, a snphm n tay ngi tiu dng. 60 l t l phn trm gim ung th thc qun nu ung trxanh vi liu lng hp l.

MARKETINGTr xanh khng - Thng hiu dn u cn thay i.

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Tr xanh Khng l mt sn phm t ph ca Tn HipPht trong tnh hnh Number 1 ngy cng b ln lt biSting vo nhng thng u nm 2006.

ng trc nhu cu tiu th sn phm nc khng gas tng gn30% mi nm, vi hn 50% ngi tiu dng thnh ph ang chuyndn sang cc loi nc t nhin, t ngt trong khi sn phm nc cgas ang dn bo ha vo thi im .

Do vy, khng ngc nhin khi nm va ri, tr xanh Khng lthng hiu pht trin nhanh nht vi mc tiu th c lc tng ti190%.

V th trng tr xanh, trn th gii nh u, M, Nht, Hn l cc sn
http://pgviet.com.vn/tu-lieu-marketing/tra-xanh-khong-do-thuong-hieu-dan-dau-can-thay-doi..htmlhttp://pgviet.com.vn/tu-lieu-marketing/tra-xanh-khong-do-thuong-hieu-dan-dau-can-thay-doi..html


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phm ca Lipton, Pepsi, Nestl, Coca Cola, Uni President, URC,Cn Vit Nam chnh lnhng ci tn quen thuc: Tr xanh Khng ca Tn Hip Pht, C2 ca URC,100 caTribeco, Queen Tea, Pure Green (Uniliver )..

Trong , th phn trung bnh ca Tr xanh Khng trong nghnh nc ny theo cc sliu ca AC Nielsen l trn 50 % : 1/2007: 32,6%2/2007: 30%3/2007: 40%4/2007:

48%5/2007: 49%6/2007: 53%7/2007: 52%8/2007: 57%9/2007: 56,1% .

Tuy nhin, l ngi dn u khng c ngha l bn lun dn u. c nhng i th cnhtranh ngy cng mnh m, v c nhng du hiu cn phi thay i trong cc chin lcca Tr xanh Khng .

V chin lc sn phm:

Tng chiu su sn phm bng cc dung tch nh hn,hoc ln hn p ng cc nhu cuSP tr xanh khng ng nn c nhm vo i tng ung nh v nn c truynthng s dng tt nht bng cch p lnh, trong khi tr xanh v chanh (do v hi ngt) cth c truyn thng ung p lnh hoc ung vi .

Chin lc gi:

Mc gi ti u - Tr xanh khng ng - Totals


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Mc gi ti u - Tr xanh v chanh- Totals

Ngi tiu dng nh gi SP tr xanh v chanh cao hn tr xanh khng ng. Khung gi tiu cho tr xanh v chanh l t 6000-6500 /chai 500ml, khung gi ti u cho tr xanh khng

ng l 5500 6000/chai 500ml.Mc gi ngh cho tr xanh v chanh l 6,5000/chai 500ml v vi mc gi ny, im trungbnh v nh mua cn kh cao.

i vi tr xanh khng ng, mc gi 5,500/chai, nh mua SP kh cao, khi tng ln6,000, im TB v nh mua c gim nhng vn trn trung bnh. Do , ty theo chinlc gi ca THP, chng ta c th

Tung tr xanh khng ng mc gi 5,500 nh vo s ng (mass) Tung vi gi ngang vi tr xanh v chanh (6,500) nhm vo nhm ung khng


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ngChin lc chiu th:Hin nay tr xanh Khng ang v tr cao trong chu k sng ca sn phm,cc chindch qung co nghing v phn l tnh trc y u t kt qu tt trong vic xy dng

hnh nh 1 sn phm t nhin,c li cho sc khe,mang li cm gic sng khat,mt m,giinhit cuc sng.

ng thi ,nhn thc v tc dng ca tr i vi ngi tiu dng kh cao (hn 50%),bncnh cc chin dch PR ca i th cng gp phn xy dng nhn thc y thm vngchcC2,queen tea,100.. Ln lt ra i khin cho tnh cnh tranh ngy cng tng.

c bit i vi 100,sn phm ca Tribeco ang thc hin chin lc bt chc sn phmkhng khin ngi tiu dng d c nhn thc nhm ln v 2 sn phm.Cc i th trncng ang ra sc xy dng knh phn phi kh mnh cnh tranh vi Khng ,m trongdng sn phm low-involvement ,vic nh vo khu phn phi l ht sc quan trng

Tc dng, chc nng ca tr:

Khi cp n tc dng ca tr, khong na s mu nghin cu nhn bit c chc nngca tr. NTD cho rng tr c tc dng "gii nhit", "mt cho c th", " tnh to trong cngvic" v "tt cho sc khe"

Do , y l lc Tr xanh Khng nn chuyn dn t qung co l tnh sng cm tnh,ngoi nhng gi tr l tnh m ngi tiu dung c mc nhn thc kh co nh tr xanhthin nhin, gii nhit, mt cho c th.. cn phi tm kim mt gi tr cm tnh emn s khc bit co cho sn phm ny so vi cc sn phm khc.

Tp trung cho nhnh Below the line hn vi cc chng trnh h tr bn hng, khuyn mivi chnh sch y lm trng tm gp phn thu ht, gi chn cc i l.Mi nguy ln nhtca mt thng hiu dn u i khi khng n t i th m n t s ng qun trn v try.

Chc chn rng cuc chin tr xanh s vn cn gay cn v Tn Hip Pht vn cn nhiu vic


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phi lm cng c cho a con cng ny ca mnh .

cucchin tr

xanh

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Th nm, 03 Thng 12 2009 14:52

Trong nhng nm gn y, th trngnc ung v nc gii kht ti Vit Nam pht trin rtsi ng, trong phn khc tr xanh ng chai c nhng bc tin m khng loi nc giikht no c th lm c. y cng l tin cho s ra i ca hng lot nhn hng khc nhaukhi th trng pht trin, nhng liu ming bnh c cho tt c?

Trm tr ua n

Tr khng phi l th xa l vi m thc v vn ho Vit Nam cng nh cc nc ng khcnhng trong cuc sng hin i vi nhiu mi lo v sc kho v ngi ta cng hiu r cnhng li ch ca tr i vi sc kho th v th ca cy tr mi c cao n th trong cuc

sng. T nc tr xanh, sa tr xanh, kem nh rng tr xanh, nc ra chn tr xanh n bnhtr xanh th g cng c cc nh sn xut a vo tranh th s chm lo cho sc kho cangi tiu dng. Ring trong lnh vc tr xanh ng chai ti Vit Nam, i vinhu cuto ln caloi nc ung ngy cng tr nn ph bin ny, c s pht trin ht sc si ng.

Khi u l Tn Hip Pht, ngi i tin phong vi tr xanh Khng vo nm 2006 v thng ln trn th trng. Thnh cng ca Tn Hip Pht vi tc tng trng t 190% tthng 11.2006 n thng 11.2007, to nn mt hin tng trn th trng nc gii kht khin cho cc doanh nghip khc nhanh chng nhn ra th trng c tim nng to ln ny. URClp tc tung C2 v cng nhanh chng chim c s quan tm ca ngi tiu dng cng mt thphn khng nh khin cho cc doanh nghip khc khng th ng ngoi cuc c na. Hnglot cc nhn hiu tr xanh ng chai khc ln lt ra i nh 100, Wonderfarm, Anuti, Asaov n thng 8.2008, khi Pepsi, mt thng hiu ton cu vi nhng sn phm nc gii kht niting cng nhy vo th trng ny th cuc ua ginh v tr xanh trong tri tim ngi tiu dng tht s tr nn gay cn.

Cuc chi ca cc i gia
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Tuy c nhiu sn phm, nhn hiu hin ang lu hnh trn th trng nhng li c rt nhiu snphm thuc dng n theo, trong c khng t l thuc dng hng nhi nn nhn chung, ch cmt s t cng ty c s u t v lm n nghim tc mi to c tn tui v ting tm trn thtrng. Trong s ny ni bt ln ba tn tui l tr xanh Khng ca Tp on Tn Hip Pht,C2 ca URC, mt thng hiu tr xanh thnh cng ti th trng Philippines v Lipton Pure

Green, sn phm lin doanh gia hai i gia Pepsi v Lipton, to nn th chn vc trn th trng.

Tr xanh Khng c sn xut t loi tr xanh ti t nhin c trng ca Vit Nam, qutrnh sn xut qua nm cng on v trng, loi chai nha kt tinh cha c nc tr ti 86 C m khng xy ra cong vnh, m bo pha ch ng cch, c li cho sc kho, tin dng milc mi ni Vi tng s vn u t l 50 triu USD, c h thng knh phn phi tt, gi ccnh tranh, chin dch marketing hup l li thm li th ca ngi i tin phong, tr xanh Khng nhanh chng dn u th trng.

Tuy l ngi n sau, li c nh v sn phm na n Khng (mt lnh v thanh khit) v

mu qung co khng c nhiu ngi nh gi cao khi t thu hp i tng mc tiu ca mnh- chuyn t ung nc ngt sang ung tr xanh C2 nhng vi chin dch qung co rm r, chtlng kh n nh, h thng phn phi tt v li chai nh va vi ti tin ca s ng ngi tiudng, C2 cng c mt ch ng trn th trng.

L thnh vin tr nht trong lng nhng Lipton Pure Green li c li th rt ln khi l sn phmca hai cng ty dn u trong ngnh tr v nc gii kht v l s kt hp ca hai nhn hiu toncu Lipton v Pepsi. Vi tim lc mnh m v cch thc lm marketing, qung b chuynnghip ca hai i gia ny, Lipton Pure Green nhanh chng thm nhp th trng cng nh thmnhp vo tm tr ca khch hng. To ra s khc bit ca sn phm mt cch khng kho: Snphm c lm t 100% l tr non v k thut chit nng to nn hng tr ti m . Nhng

cy tr c trng v kim sot theo quy nh nghim ngt ca Lipton ton cu. Nhng l tr nontt nht c la chn theo nguyn tc hai l v mt bp, thu hi vo sng sm v ti chovic pha ch ti nh my to nn hng tr m ca sn phm. Bn cnh h thng phnphi v tip th chuyn nghip, gi bn Lipton Pure Green cng cnh tranh v hng v cng toc s c o v khc bit so vi cc sn phm c mt trn th trng - m hng tr v tng hn.

C ln c nut ht c b?

Cc sn phm thuc dng n theo trn th trng ngoi vic khng c s u t cho vic nghincu, sn xut dn n cht lng sn phm cn thp, khng u t nhiu cho vic tip th, qungb m gi c cng cha tht s hp l nn nng lc cnh tranh khng cao. a s cc sn phmny u c gi bng hoc cao hn tr xanh Khng , C2 v Lipton Pure Green nu tnh vlng th tch. Do , cc sn phm ny ch chim mt th phn khim tn trn th trng v chc th tn ti vi mc chit khu cao v chu kh len li vo cc ca hng tp ho, cc im bnl nc gii kht nhng ni khng c yu cu cao v nhn hiu. Theo kho st ca ngi vit,thc t c khng t ngi tiu dng khi vo qun nc ch gi mt chai tr xanh, ch qun mangra loi no th ung loi hoc h yu cu tr xanh C2 nhng nu ch qun mang ra mt snphm tr xanh khc c th h vn ung m khng ku ca, phn nn g. Do , vi s pht trin
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bng ni vi mc tng trng 97% trong nm qua (trong khi th trng hng tiu dng nhanh nichung ch tng trng 11% - ngun TNSMedia), mt mc pht trin m cha mt loi nc giikht no t c, chng t nhu cu ca ngi tiu dng ang rt ln v cn c c hi cho ccnhn hng nh khai thc. V th, bn cnh cc nhn hng ln nh Khng , C2, Lipton PureGreen, vn s tn ti song song nhng nhn hng khc v kh c th ni rng mi nhn hng phi

lm g tn ti v pht trin, v mi nhn hng u co nhng chungi tr ring ca mnh v spht trin phi da trn nhng chun gi tr . Tuy nhin s c ngi dn u v rt kh niv iu ny trong tng lai.

Hin ti, c v nh Khng , C2 vn cha phi lo lng nhiu vi s gp mt ca i gia Pepsido ngi tiu dng vn cha quen vi hng v ca Lipton Pure Green trong khi qu trungthnh vi Khng v C2. Sinh sau, mun vn l thch thc ln nht i vi Lipton PureGreen. Theo kho st ca ngi vit th ngoi tr siu th v cc i l nc gii kht ln, khngnhiu cc im bn l v cc ca hng nh c trng by v bn Lipton Pure Green do din tchtrng by c hn nn h ch chn nhng sn phm bn chy nh Khng v C2. Vi cc cahng ln, doanh s t Lipton Pure Green cng khng cao, tc bn ch bng khong 1/5 so vi

Khng v vn cn nhiu kin khc nhau v hng v ca sn phm ny. Tuy nhin Pepsivn l mt i th nng k m khng mt thng hiu, cng ty no c th xem thng. Nhn lilch s, c th thy rng nhng sn phm khc ca Pepsi nh nc gii kht hng cola, nc cgas, nc tinh khit khi gia nhp th trng VIt Nam th trc c rt nhiu sn phmtng t ca cc cng ty khc. Tuy nhin, cui cng th Pepsi vn tr thanh cng ty dn u thtrng cho cc sn phm ny. Nhng thnh cng c da trn nn tng cc chin lc tipth, chin lc truyn thng, chin lc bn hng ng b v bi bn, v cao hn na, l mtchin lc u t chung cho ton cng ty. Nh vy, li th cnh tranh khng ch l ra sn phmtrc hay sau, m li th cnh tranh cn nm mt chin lc tng th, ng b v ton din,ch khng phi ch tip th v bn hng l . V do , i vi trng hp tr xanh, vi mtchin lc ng b v bi bn nh ca Pepsi vi Lipton Pure Green quan tm t nhng chic l

tr non u tin, cht ch trong vic kim sot cht lng v quy trnh pha ch cho n khi snphm c ngi tiu dng s dng v nhng phn nh v cht lng sau , tng lai vngi dn uphn khc th trng ny s cn nhiu bt ng th v.

Xy dng thng hiu

Xy dng nhn hng \ Cuc chin tr xanh...Cuc chin tr xanh...

Cp nht ngy: (19/12/2007)

Tr xanh ng chai (ready-to-drink tea) tr thnh mt ch c tho lun nhiu trong thigian gn y. Quan st cc s kin lin quan n loi nc gii kht ny, chng ta c th rt ranhng kinh nghim qu bu cho hot ng truyn thng thng hiu.Tr xanh l cht liu dng ch bin thc ung ph bin trn th gii t hng nghn nm nay, c bit cc nc khu vcchu nh Trung Quc, i Loan, Nht Bn, Hn Quc
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Ung tr thm ch c nng ln thnh ngh thut vi nhng nghi thc c bit v trang trng. Nhp snghi h hin i thc y ngnh cng ngh nc ung pht trin mnh m. Tr xanh ng chai cng nmtrong dng chy ny.

Th trng Vit NamTrn th gii v trong khu vc, tr xanh ng chai pht trin mnh t thp nin80 ca th k trc.Tt c nhng thng hiu ln c mt ti Vit Nam u c sn phm tr xanh ticc th trng u, M, Nht, Hn nh Lipton, Pepsi, Nestl, Coca Cola, Uni President, URC, VitNam hin nay, khi ni n tr xanh ng chai, chng ta phi k n cc thng hiu nh Tr xanh khng ca Tn Hip Pht, C2 ca URC, Queen Tea. Thng hiu Tr xanh khng c l c nhiungi bit n nht hin nay.Vo khong u nm 2006. Tp on Tn Hip Pht tung ra th trng Tr xanh khng . Loi thcung gii kht ny c ng chai PET, tin li cho ngi s dng. Nh u t khn ngoan kt hptt c cc yu t ca marketing mix khuch trng Tr xanh khng . V mt sn phm: Sn phmtr xanh gn gi vi ngi tiu dng Vit Nam, nhng c o v c ng chai trong nhng iu kinsn xut c bit gi li cc cht b dng, c li cho c th. Chai PET ng tr xanh chu cnhit cao v phi chit rt khi cn nng. Ngay thi im ban u, Tn Hip Pht u t ring chomnh dy chuyn sn xut chai PET ny. Khng cng c u t kh k cng t vic chn la tnthng hiu, logo, kiu dng bao b, mu xanh l cy to cm gic gn kt vi thin nhin cho n vics dng Number One lm thng hiu bo tr.

V mt gi c: Tr xanh khng c gi cao hn khong 20% so vi cc loi nc gii kht ng chaikhc. Tuy nhin, khch hng chp nhn mc chnh lch ny v c li cho sc khe. V knh phn phi:Tr xanh khng tha hng li th t knh phn phi hin hu ca Tn Hip Pht. bt k tim tp

ha no, ngi tiu dng cng c th d dng mua c mt chai Tr xanh khng . V chin lcmarketing: Ngay t u khi tung ra sn phm mi, Tn Hip Pht la chn gii php truyn thngbng n vi qung co truyn hnh, bo chi, PR, kt hp cc cng c kch hot thng hiu khc. Trxanh khng nhm vo phn khc nc gii kht.

Chin dch marketing chuyn ti thnh cng thng ip: Thc ung vt tri so vi cc loi nc giikht thng thng khc ch c li cho sc khe. S thnh cng ca Tr xanh khng c th l giimt phn li th ca ngi tin phong (first mover). Vic tung ra sn phm thin nhin c li cho sckhe, vn l xu hng mnh m ca thi hin i, l mt chn la rt khn ngoan. Tt c nhng chinlc ni trn nhanh chng to c s quan tm ca khch hng i vi thng hiu Tr xanh khng


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. Tr xanh C2Tr xanh C2 l thng hiu thuc Cng ty URC Vit Nam. C2 l thng hiu tr xanh thnh cng rt rc r ti Philippines. URC u t vo th trng Vit Nam vi s vn ln n 14,5 triu-la M. URC t nh my sn xut ti Khu Cng nghip Vit Nam Singapore. Tuy nhin, khi vo VitNam, C2 cha t c thnh cng nh mong i. Ti thi im ra mt, C2 dng nh ri vo tnh thb ng. l v Khng ra mt trc v c tr gip mnh m bi cc hat ng truyn thngrm r. Mi n thng 9 va ri, C2 mi gia tng n lc marketing thng qua vic qung co trn truynhnh. Ngoi ra, C2 cng kt hp qung co vi chng trnh gim gi mnh m. Nhng tnh hnh c lkh ci thin v chin dch ny cn cha mt s im cha tht s thuyt phc lm. Trc ht, tr xanhC2 la chn khu hiu mt lnh & thanh khit (cool & clean). to ra nhn bit ca ngi tiudng, khi l thng hiu n sau, C2 nn chn cho mnh mt c trng khc bit vi Khng thay vcng ch l gii kht v c li cho sc khe. Nhn vt i din thng hiu trong phim qung co thuytphc ngi tiu dng hy chuyn t tiu dng nc ngt sang tr xanh C2. Thng ip ny c ba imhn ch. Th nht, C2 t hn ch i tng tiu dng sn phm khi ch hng vo nhng khch hngtiu dng nc ngt. Thay v vy, C2 c th m rng sang th trng nc tinh khit ng chai v ccloi nc gii kht khc. Theo thm d ca ngi vit, phn ln ngi tiu dng coi vic chn tr xanh lmt la chn khn ngoan thay th nc tinh khit ch khng phi nc ngt. Th hai, chin dchtryn thng ca Tr xanh C2 phn ln hng n mc tiu hnh thnh lc ko, nhng cha ch trngn lc y qua knh phn phi, nhm to ra mc sn sng v hng ha ti im bn. Th ba, nuchuyn t tiu dng nc ngt sang tr xanh, khch hng s la chn khng , vn c trc C2.Thng hiu C2 khng a ra c bt k l do no thuyt phc khch hng chn C2, ngoi tr

nhng l do m ngi tiu dng c p ng bi Tr xanh khng , l tinh khit v c li chosc khe. Nh vy, mc khng sn sng ca C2 ti im bn, cng vi thng hiu cha scthuyt phc v tnh gip Tr xanh khng hng li t ngn qu marketing ca C2. iu rt ra tcuc so ti. Tt nhin, cn phi c thm y hn nhng thng tin v bin ng doanh s, tng quanv th phn, mc bao ph gia Tr xanh C2 v Khng th phn tch trn mi r rng hn. Tuynhin, theo ngi vit, vi cc phn tch da trn thc tin ni trn, Tr xanh C2 c th cn iu chnhchin lc to c s khc bit gia C2 v Khng . Cc hot ng marketing, PR hng n tnhcch snh iu m C2 ang trin khai Philipines c l s hiu qu hn cho C2 ti Vit Nam. Bn cnh, C2 cng cn ch n cc cng c to lc y gia tng mc bao ph hng, a sn phm ntay ngi tiu dng. 60 l t l phn trm gim ung th thc qun nu ung tr xanh vi liu lng hpl TH PHN TR XANH KHNG (Ngun: ACNielsen) 1/2007: 32,6%; 2/2007: 30%; 3/2007: 40%;4/2007: 48%; 5/2007: 49%; 6/2007: 53%; 7/2007: 52%; 8/2007: 57%; 9/2007: 56,1% MC TIU THTR NHT NM 2006 Nht l mt trong nhng quc gia tiu th tr nhiu nht trn th gii Tr ti:1.000 tn Tr en: 17.100 tn, Long: 19.700 tn, Tr xanh: 106.200 tn]

Tr xanh 100 hay Tr xanh khng Tr xanh 100 l sn phm ca s hp tc gia TRIBECO, KinhDo, v Uni PresidentGroup. Tr xanh 100 l mt freshman trong th trng ny. D nhin, vi v tr l ngii sau, Tr xanh 100 c nhng chin lc ring ca mnh cnh tranh trn th trng,ni m tr xanh Khng ang l trm. Tuy nhin, theo nhn xt ca mt s ngi,

Tr xanh 100 n cp m hnh kinh doanh ca tr xanh Khng xy dng mnhv cnh tranh li vi chnh tr xanh Khng . Ni nh ng L Qu Trung, ch ca mhnh Ph24: Vic n cp tng kinh doanh l bnh thng trong x hi, nhng vicn cp m hnh kinh doanh l iu ng b ln n.

Tr xanh khng l mt thng hiu ca cng ty Tn Hip Pht, mt cng ty kinhdoanh cc loi thc ung. Trc Khng , Tn Hip Pht tng thnh cng vi ccthng hiu nh Nc ung tng lc Number One, u nnh Number One v t bit lBia Bn Thnh. L ngi i tin phong trong th trng tr xanh ng chai, Tr Xanhc nhng li th nht nh trong vic cnh tranh trn th trng bng nhng n lc cachnh mnh, bao gm thay i hnh vi khch hng: dng tr xanh ng chai thay vtr xanh thng thng, positioning khch hng v mt loi nc ung gn gi vi tnhin: tr xanh, xy dng mng li phn phi cho thng hiu tr xanh Khng Hin nay c th ni, trong th trng tr xanh, tr xanh Khng ang chim gi mt


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th phn ln.

Nhng im tng ng ca tr xanh 100 so vi tr xanh Khng :

Nu nh nhn t xa, mt ngi bnh thng s rt kh phn bit gia tr xanh Khng vi tr xanh 100. Hnh dng ca chai tng t nhau, nu khng mun ni l ging

nhau hon ton. (c th l cng mt nh cung cp chai). Thm vo , bao b ca haisn phm cng tng t nhau, tuy nhin nu nhn k th mu bao b ca chai tr xanh100 s vng hn so voi Khng . Cc thng tin trn bao b cng c nhng ch tngt nhau. Nu tr xanh Khng ghi khng mu nhn to, khng cht bo qun, thtr xanh 100 li ghi l Khng cht bo qun, khng mu nhn to. Bn tr xanhKhng c mt s chng nhn th bn tr xanh 100 li to ra s khc bit cho mnhbng cu: Tr xanh 100 c ch bin t nhng t tr xanh ti, vi cng ngh chbin tin tin v b quyt chit xut tr t Nht Bn. Phn thng tin v thnh phn catr xanh 100 di hn tr xanh Khng khin ngi mua c vo ngh tr xanh 100 s tt hn, tuy nhin Nu nhn k li th cng khng khc bao nhiu. c ngingh rng, tr xanh 100 l mt nhnh mi hay sn phm mi ca tr xanh Khng .

Chin lc ca tr xanh Khng hin nay:Hin ti, chng ta t thy qung co ca tr xanh Khng , c v nh cc chin lcmarketing ca tr xanh Khng khng cn cn thit khi m tr xanh Khng chim th phn ln nht vi u th l first mover. Cng ty Tn Hip Pht v angtin hnh line extention, vi vic cho ra i cc sn phm khc nh nc tri cy, trBarley nh vy vi vic marketing cho cc sn phm mi ny, Tn Hip Pht khng cn ch trong nhiu n marketing cho sn phm tr xanh Khng .

Chin lc ca tr xanh 100:

V l mi, tr xanh 100 chn vic nh vo khu phn phi lm v kh chin lc chomnh. Vi kinh nghim v kh nng ca Kinh Do - mt trong nhng doanh nghip toc mng li phn phi rng khp nht, c th ni l ngi xy dng knh phn phigii, nhng ni xa xi, ngi ta c th khng bit n nhng thng hiu bnh khc,nhng h li bit v dng bnh KinhDo - Tr xanh 100 tm cch c c v tr nhtnh trong cc ca hng, cc siu th v cc qun nc. Tr xanh 100 dng chin lcPush vi vic a ra nhng li ch thit thc c th cho cc nh phn phi v cc nhbn l, v d: khi mua 5 thng tr xanh 100, nh bn l s c tng thm 1 thng,nu so vi tr xanh Khng , cc ca hng c nhiu ng lc hn bn c n, haytha thun vi cc ca hng trng by tr xanh 100 vi m hnh mt chai tr xanh100 ln Khi m Vit Nam hin nay, khch hng vn cha hon ton c th quytinh h mua sn phm ca thng hiu no, nht l i vi nhng sn phm low-involvement nh nc ung tr xanh vic nh vo khu phn phi l yu t ti quantrng nh thy HN tng ni rng vi th trng Vit Nam, ch cn nh v khu phnphi, lm ch n l gn nh l thng. (khng bit thy c lm consultant cho tr xanh100 khng na). Ci hay ca Tr xanh 100 l n dng chin lc bao vy, ngha ln khng nh ngay vo cc trung tm ln nh Tp.HCM m l nh vo cc tnh, vd: cc tnh ng bng sng cu long u c s hin din ca tr xanh 100. Sau ,khi mng li tnh mnh, n bt u nh vo th trng ln nh Tp.HCM. Nhnhvy, cc i th khc s kh phn ng kp thi.

Nht k cua harry Quach vit nh vy:


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Vic tr xanh 100 dng hnh dng mu m tng t tr xanh Khng xut pht tnhng l do sau: th nht l hin nay ngi tiu dng Vit Nam, nht l cc tnh vncha c thc phn bit thng hiu mt cch y , nht l i vi loi sn phmlow-involvement, vi h ung ca thng hiu no cng vy, cng u l tr xanh ht.

Th hai l theo nghim cu th trng ca FTA (chc l vy), hnh dng ca chai tr

xanh hin nay l hnh dng m ph hp vi a thch v thun tin cho khch hng.Tr xanh 100 ch p ng nhng g ph hp vi th hiu ca khch hng. Th ba lkhch hng ang c xu hng v vi thin nhin, dng nhng sn phm t thinnhin, trong trng hp ca tr xanh, mu xanh y gip khch hng d dng lintng ti thin nhin, vi s ti mt. Theo l gii ca tr xanh 100, v tr xanh 100 cv tr m hn v nhiu cht chanh hn nn mu ca bao b vng hn tr xanh Khng. Th t l th trng vn ang cn pht trin, nn vic tr xanh 100 lm nh vycng khng nh hng nhiu n th phn ca tr xanh Khng . M hin nay mingi ang c mra nhng th phn mi cha c khai thc.

C th ni, tr xanh 100 c nhng bc i khn ngoan. N khng i u vi trxanh Khng nhng th trng ln m to lp v mrng knh phn phi ca mnh nhng th trng mi, th trng nng thn. Khng ngng cng c thng hiu camnh mng th trng ny. Vi vic s dng hnh nh tng t tr xanh Khng , trxanh 100 d dng tip cn vi khch hng, nhng ngi thy hoc ung tr xanhKhng nhng khng n thng hiu hoc nhng ngi m s la chn ca hbnh hng bi ngi bn hng.

C th hin nay, do th trng vn cn ang pht trin nn cc doanh nghip vn chach trng nhiu ti cnh tranh trc tip m ch c gng m rng th trng. Tuy nhinv lu v di, th trng s xut hin nhng i th mi, c bit l cc ng ln trongngnh gii kht nh Pepsi chun b bc chn vo th trng ny. Vn t ra l trxanh khng v tr xanh 100 s c nhng bc i g cho thi gian ti.

Hin nay, tr xanh ng chai ch pht trin pha nam, th trng pha bc cn angb ng do mt s l do nh ngi dn ngoi bc ung tr m hn trong nam, thiquen ung tr xanh theo cch thng thng Nu cc nh sn xut ch n nhngc im ny v tha mn nhu cu ca khch hng pha bc th vic thay i hnh vica khch hng cng vi th phn ln l hon ton nm trong tm tay.

Vi u th l first mover, Tr xanh Khng cn tip tc duy tr li th ca mnh, tinhnh cc chng trnh PR hay cc k hoch marketing khc lm ni bt ln thnghiu ca mnh. Cn phi repositioning li sn phm ca mnh theo hng tng nhnthc thng hiu ca mnh cho khch hng.

i vi tr xanh 100, cn c nhng chin lc marketing nh vo emotion ca khchhng. Trong thi gian ti, khi m c nhiu s cnh tranh th nhng iu lm nnthng hiu nh t thin nhin, diu mt, nguyn cht, s khng cn. Do tr xanh100 cn c nhng chin lc marketing khc nh gip xy dng hnh phc, cuc sngthanh bnh, m no, mt phn trong thnh cng ca khch hng,


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C th cho ti bit knh phn phi ch yu ca tr xanh C2c khng? Ti ang cn ti liu ny

Ngy ng: 13/03/2010 02:43 (7 thng trc)

Yu cu xa

Tr li:Tr xanh ng chai (Ready-to-drink) tr thnh mt ch c tho lun nhiu trong thi giangn y. Quan st cc s kin lin quan n loi sn phm ny, chng ta c th rt ra c nhng

kinh nghim qu bu cho hot ng truyn thng thng hiu.Bi vit c phn tch di gc hi thin v chin lc marketing thng qua quan st vkho cu ca tc gi t cc thng tin thu thp t nhiu ngun v cc iu tra trc tip vi ngitiu dng vi quy m nh phc v cho lun im ca bi vit. Bi vit, do vy, nn c nhnnhn di gc quan im ca ngi hnh ngh marketing v mong mun c chia x cc kin ca bn c v vn ny.

Tr xanh l mt th thc ung ph bin trn th gii t hng ngn nm nay, c bit l khu vcchu nh Trung Quc, i Loan, Nht Bn, Hn Quc, v.v. Ti mt s quc gia, ung tr cnc nng ln thnh ngh thut v vi nhng nghi thc c bit, phc tp. Cuc sng hin ithc y ngnh cng nghip nc ung tin dng pht trin mnh m. Tr xanh ng chai cngnm trong dng chy ny. Ti Vit Nam, khi ni v chng loi sn phm ny, phi k n ccthng hiu Khng , C2, Queen Tea. Trong , thng hiu c nhn bit rng ri l Khng.

Vo khong u nm 2006, Tn Hip Pht (THP) tung ra th trng tr xanh ng trong chaiPET. Cc chng trnh truyn thng rm r trn bo, trn truyn hnh lin tc gii thiu v mtloi sn phm gn gi (l tr) nhng c o v c ng trong chai vi nhng iu kin snxut c bit gi li cc cht b dng, c li cho c th. Tr xanh khng nh v vo phnkhc nhu cu gii kht vi c im vt tri so vi cc loi thc ung gii kht thng thng lc li cho sc kho. Tr xanh khng c mt quyt nh chin lc to bo. Trc ht, chaiPET dng sn xut tr xanh phi tun th iu kin quan trng ca quy trnh sn xut tr xanhl phi chu c nhit cao v phi chit rt nng. Ngay thi im , THP phi u tring cho mnh mt dy chuyn sn xut chai PET ny. Khng cng c u t kh k cngt vic chn la tn thng hiu, thit k logo, kiu dng cho n s dng thng hiu Numberone, c v th, lm thng hiu bo tr. Ngay t u khi tung ra sn phm ny, THP lachn gii php truyn thng bng n vi nhng u t mnh m vo phim qung co, qung cobo, PR kt hp c cc cng c kch hot thng hiu khc nn nhanh chng to dng s nhnbit i vi khch hng. Tr xanh Khng cng c tha hng nhng li th mnh m tknh phn phi hin hu ca THP. Chn la nh v l thc ung gii kht c li cho sc kho,tr xanh Khng nhanh chng tm c l do thuyt phc ngi tiu dng s dng snphm. Trc ht, tr xanh l mt thc ung rt gn gi vi ngi tiu dng Vit Nam. Nhng li
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ch cho sc kho do tr xanh mang li c tha nhn nh mt tt yu i vi ngi tiudng. Do vy, tho mn nhu cu gii kht, t nay khch hng c thm mt la chn na, c licho sc kho. Th phn ca Khng l tt c cc thc ung gii kht, khng c li hoc thmch cn c hi cho sc kho. l th trng ca nc tinh khit ng chai, ca nc ngt,.. yqu l mt th trng khng l cho tr xanh. Xt v mt gi c, tr xanh c gi cao hn khong

20% so vi cc loi nc gii kht ng chai khc. Tuy nhin, khch hng chp nhn mc chnhlch ny v c li cho sc kho. Ngy nay, Khng tr thnh mt con b sa m tt c ccdoanh nghip phi thm mun. S thnh cng cu Khng , chnh l li th ca ngi tinphong (First mover). Thc ung c li cho sc kho l mt xu hng. Trn th gii v trong khuvc, tr xanh ng chai pht trin mnh t nhng nm 80 ca th k trc v c gi tr ln nnhiu t la. Tuy nhin, vi bt k sn phm mi no ri ro tht bi cng rt cao. THP cng khng di mt ln ri ro khi quyt nh u t vo sn phm mi. Tt c nhng thng hiu lnc mt ti Vit Nam u c sn phm tr xanh ti cc th trng u, M, Nht, Hn nhLipton, Pepsi, Nestle, Coca cola, Uni president, URC. Ngoi tr URC vi C2 hin din, viccc i gia trong lnh vc gii kht tung sn phm tr xanh ti Vit Nam ch l vn thi gian.i trc, thc s to cho Khng mt li th. Ngy nay, ti bt k tim tp ho no, vicmua mt chai tr xanh khng l rt d dng. Cc thng hiu ln, thi im hin ti munthm nhp vo th trng tr xanh cng khng th chc chn thnh cng v nu c thnh cng thci gi cng khng nh. Sc mnh phn phi cng vi hnh nh thng hiu ca ngi i u buc mt vi c s sn xut t tim lc hn khc phi la chn gii php bt chc thmnhp th trng ny. Nhng tranh chp v bo h nhn hiu hng ho vi cc thng hiu O2,Omega thi gian va qua chng minh cho iu ny.

Xin c ni v chin dch truyn thng ca C2. Tr xanh C2 l thng hiu thuc cng ty URCVit Nam. URC Vit Nam u t vo Vit Nam vi s vn ln n 14,5 triu v t nh myti KCN Vit Nam Singapore (a ch: Khu Cong Nghiep Sinhgapo, Binh Duong, Qun Huyn:Hoang Mai, Tnh/Thnh Ph: H Ni, S in thoi: 0989087472). C2 l thng hiu tr xanhthnh cng rc r ti Philipines. Tuy nhin, khi vo Vit Nam C2 cha t c thnh cng nhmong i. Ti thi im ra mt, C2 dng nh b bt ng v ri vo tnh th b ng v Khng ra mt trc v c h tr mnh m bi cc hot ng truyn thng rm r. Mi n thngchn va ri, C2 mi gia tng n lc Marketing thng qua vic qung co rm r trn Tivi kthp vi chng trnh gim gi mnh m nhng tnh hnh c l kh ci thin khi chin dch nycn cha nhiu im yu. Trc ht, C2 la chn nh v mt lnh & thanh khit (Cool &Clean). L thng hiu n sau (trong nhn nhn ca ngi tiu dng), l ra C2 nn chn chomnh mt c trng khc bit thay v cng ch l gii kht v c li cho sc kho. Nhn vt idin thng hiu trong phim qung co thuyt phc ngi tiu dng hy chuyn t nhu cu tiudng nc ngt sang tr xanh C2. Thng ip ny c ba im hn ch: (1) C2 t hn ch itng tiu dng sn phm khi ch hng vo nhng khch hng tiu dng nc ngt thay v cth m rng sang th trng nc tinh khit ng chai, cc loi nc gii kht khc. Theo iu traca ngi vit, phn ln ngi tiu dng chn tr xanh nh l mt la chn khn ngoan thay th

nc tinh khit ch khng phi nc ngt. (2) Chin dch truyn thng C2 phn ln hng nmc tiu hnh thnh lc ko nhng cha ch trng n lc y nhm to ra sn sng vhng ho ti im bn. (3) Nu vic chuyn t tiu dng nc ngt sang tr xanh l hp l th trxanh m khch hng la chn l Khng ch khng l C2. C2 khng cung cp cho khchhng bt k l do thuyt phc no chn tiu dng ngoi tr nhng l do m ngi tiu dng c p ng bi Khng l tinh khit v c li cho sc kho. Mc khng sn sng C2 tiim bn, cng vi l do la chn C2 cha sc thuyt phc v tnh gip Khng hngli t ngn sch marketing ca C2.


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Tt nhin, cn phi c nhng thng tin y hn v bin ng doanh s, tng quan v thphn, mc bao ph, v.v gia C2 v Khng th phn tch mi r rng hn. Nu cc d liuthc tin h tr cho cc lp lun trn, C2 cn phi iu chnh li nh v c tnh khc bit mnhm hn gia C2 v Khng . Cc hot ng marketing, nh v hng n tnh cch snh ium C2 ang trin khai Philipines, theo quan st ca ngi vit, s tt hn cho C2 ti Vit Nam.

Ngoi ra, C2 cng cn ch n cc cng c to lc y gia tng mc bao ph hng vnhn c s h tr t knh phn phi nhiu hn na trong vic a hng n tay ngi tiudng.

Nhng phn tch s khi trn, hy vng mang li c nhng ng gp nht nh cho cc nhqun tr cng ty trong vic la chn chin lc v trin khai cc hot ng marketing ca doanhnghip mnh. Ngi vit cng rt mong c nhn thm nhng gp t c gi tnh hungphn tch c su sc v a dng hn nh l mt ng gp vo vic lm giu thm tnh hungtip th cho Vit Nam.

Tp on Tn Hip Pht: Chin lc to s khc bit chinh phc th trng khng phi ch cn c knh phn phi tt l m phi c sn

phm tt, gi ph hp v s khc bit trong chin lc marketing v trong chnh sn phm.V th tiu ch kinh doanh ca chng ti l Sc khe ca khch hng l ngun li nhunln nht ca chng ti. l tm s ca TS Trn Qu Thanh Ch tch HQT Tp onTn Hip Pht nhn k nim 15 nm ngy thnh lp tp on: 15/10/1994 - 15/10/2009 viDDN.

- Xin ng vui lng im li i nt v nhng thnh tu m Tp on Tn Hip Pht t ctrong thi gian qua. nhng thnh tu ny c ngha nh th no trong l trnh pht trin ca tpon trong 15 nm hnh thnh v pht trin ca mnh, tha ng ?

15 nm n lc in du n thng hiu, Tp on Tn Hip Pht tr thnh mt trong nhng nhsn xut bia v nc gii kht thnh cng nht ti VN. Cng vi nhiu cp vng v bng khen,Tn Hip Pht cn l DN VN u tin t chng nhn ISO & HACCP y nht trong lnh vcthc phm, bao gm: H thng Qun l Cht lng theo tiu chun ISO 9001:2000; H thngQun l Mi trng theo tiu chun ISO 14001:2004; H thng Qun l V sinh an ton thcphm theo tiu chun HACCP. H thng cht lng ISO & HACCP l nhng tiu chun quc tchun xc v ph bin trn ton th gii m bt c DN sn xut no cng mun nhm n nhmkhng nh thng hiu v m rng th trng tiu th. Vi thi nghim tc, nhng thnhcng rc r vng bn cng vi mt ch Tm sng ngi trong tn ch kinh doanh, Tp on TnHip Pht xng ng l V thn khng l trong lnh vc sn xut bia v nc gii kht ti VN.Chin thng vinh danh ca Tn Hip Pht chnh l thng li xut sc trong cuc chin an ton vsinh thc phm, kin quyt chng hng km cht lng, hng nhi, h tr v bo v sc khe

ngi tiu dng trong sut 15 nm qua.- Nm 2009 lm pht v th trng ti chnh c nhiu bin ng, iu ny tc ng nh thno ti vic u t v kinh doanh ca Tp on Tn Hip Pht, tha ng?

y l giai on kh khn ngay c vi chng ti, bi chnh thi im ny l ra chng ti c khoch y mnh xut khu, nhng nh gi chung th trng xut khu ang trn gim st,nn chng ti trin khai chm li d n xut khu v tip tc y mnh pht trin th trng ni


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a. Cng phi ni thm rng, chinh phc th trng ni a khng phi ch cn c knh phnphi tt l m phi c sn phm tt, gi c ph hp, c s khc bit trong chin lcmarketing v khc bit trong dng sn phm ca chnh mnh. Trong nm 2009, nh hng do suythoi kinh t, vic ngi tiu dng hn ch chi tiu v la chn sn phm theo gi thnh l khngth trnh khi. THP vi v tr thng hiu dn u chng ti s c chin lc ring v gi v

chnh sch chm sc khch hng, y mnh cc hot ng bn hng th trng trong ncnhm to nhng c hi kch cu ph hp vi nhng gii php m ng, Chnh ph v ton dnang n lc thc hin. Nghin cu th trng, u t dy chuyn sn xut, ng k quyn bo hs hu tr tu... l quy trnh chung to ra mt dng sn phm mi, rt lu di, tn km v ytr ngi. Th nhng i vi dng sn phm thc phm, iu ny cng tr nn phc tp gp bibi bn cnh nhng khu chung cn i hi phi m bo cht lng cng nh v sinh an tonthc phm, nu khng sn phm s cht t trong trng.

- Tp on Tn Hip Pht c bit n l mt tp on hng u v sn xut v kinh doanhngnh hng ru bia NGK... vi nhiu nhn hng c khch hng trong v ngoi nc tintng v nh gi cao trong thi gian qua, ng c th cho bit nhng yu t no lm nnthnh cng ca Tp on?

Hin nhiu ngi tiu dng thy c sn phm c gas khng c li cho sc kho nhng thay th, nh sn xut cn c s chun b khng th ngy mt ngy hai. Mt minh chng chonhn nh ny l theo s liu nghin cu ca AC Nielson, nm 2009 l nm u tin sau 19 nmth phn nc ngt c gas b suy gim. Rt nhiu DN VN cho ra i nhng sn phm c okhc ngi tiu dng la chn, tuy nhin nhiu khi DN khng i ht quy trnh 5P trong hotng marketing nn kh thnh cng. Ch khi chng ta pht trin nhiu sn phm quy t c quytrnh 5P th khi th phn nc gii kht c gas s b e do. Xu hng sn phm nc gii khtc gas trn th trng t nhiu b nh hng khi cc sn phm nc gii kht nh Tr XanhKhng , Tr Tho Mc Dr.Thanh xut hin. Bng chng l dng sn phm Tr Xanh Khng nm 2008 tng trng 800% v dng sn phm Tr Tho Mc Dr.Thanh sn phm tiu th c

khong 500.000 sn phm/ngy v ang trn tng trng.

c bit vi cng v ch DN chng ti thu hiu quy lut dung np v o thi khc nghit cadng sn phm ung. Trong hn 15 nm to dng thng hiu, Tp on Tn Hip Pht lunt ch Tm ln hng u, ly sc khe ngi tiu dng lm thc o thnh cng. X hi phttrin, mc sng ca con ngi c nng cao, theo ngi tiu dng VN ngy cng quan tmn vn sc khe. Thay v n no, ngy nay ngi tiu dng hng n n ngon, n anton, t tiu ch sc khe ln hng u trong vic la chn thc phm. Thu hiu tm l lo ngica khch hng trc hin trng sn phm km cht lng, sn phm nhi nhan nhn trn thtrng, mi dng sn phm ra i, Tn Hip Pht lun m bo mc cao nht v cht lng vv sinh an ton thc phm. Chnh v vy, sn phm Tn Hip Pht nhanh chng chim c stin dng ca khch hng, k c nhng khch hng kh tnh nht. Vi phng chm tha mncao nht mi nhu cu hin c v tim n ca khch hng, Tp on Tn Hip Pht lin tip chora i nhiu dng sn phm mi mang tnh t ph, in trn mnh nhn vng v cht lng cngnh an ton thc phm.

- Vy ng c th ni vi nt chnh v chin lc pht trin ca Tn Hip Pht?

thnh mt thng hiu dn u, THP ang c khao kht l a thng hiu ca chng tithnh thng hiu quc gia. Khi ni n THP l ngi ta nh n l sn phm ca VN.


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lm c iu chng ti c cam kt v n lc rt ln ca c tp th CB - CNV. Thc s, bnthn ti suy ngh kinh doanh khng ch kim tin m cn xy dng mt thng hiu qucgia (made in Vietnam hoc made by Viet Nam). Chng ti xy dng mt phng nghin cupht trin sn phm mi v trong tng lai s tr thnh mt trung tm pht trin sn phm mi.Khi chng ta ch a vo sn xut nhng mt hng m th trng ang chp nhn th c ngha l

chng ta i theo sau ng ngha vi s hn ch trong chin lc pht trin. Trong khi ngi tiudng ang ngy cng kh tnh, nu nh cc nh sn xut khng c im khc bit th kh c ththnh cng. Nh vy vic THP hnh thnh trung tm nghin cu s gip chng ti tr thnh mtn v lun lun tin phong trn th trng vi nhng thng hiu dn u, gi c hp l, chtlng tt, mu m p v c ngi tiu dng a chung.

Vi h thng c s h tng quy m, my mc thit b hin i; dy chuyn cng ngh nghin cu,sn xut hin i bc nht ng Nam ; i ng cng nhn vin c o to chuyn nghip, ckh nng iu hnh, sn xut v qun l hiu qu cng h thng phn phi rng khp t Bc chNam... hin Cty ang chim phn ln th phn bia v nc gii kht ca th trng trong nc vicc nhn hiu tin phong nh nc tng lc Number One, Tr Xanh Khng ng chai PET...hay cc nhn hiu c a chung nh sa u nnh cao cp Number One Soya, bia Gold, biaGold Bn Thnh, nc p tri cy Number one Juicie, nc ung vn ng Number One Active...v sn phm Tr Tho Mc Dr.Thanh gy ting vang trn th trng, nay c thm loikhng ng dnh cho ngi khng thch ng.

- c bit, Tp on Tn Hip Pht l mt mnh thng qun nhit tnh trong cc hot ngx hi, xin ng chia s thm v nhng hot ng bn l kinh doanh y ngha ny, tha ng?

Qua th thao ti mun khng nh DN VN khng thiu tm nhn hay kht vng thc hin nhngiu ln lao. T quan nim ny, mi nm chng ti ti tr cho rt nhiu gii th thao t ln nnh, t chuyn nghip n phong tro. c bit nm 2008 THP l nh ti tr c quyn cho dn a ngi Vit chinh phc nh Everest, Cup xe p truyn hnh, Cup xe p BSCL, gii

bng Bnh Dng BTV Number One... Chng ti cng vinh d tr thnh nh ti tr chinlc tin phong i hi Th thao Chu trong nh AIG 3 v cng l nh ti tr c quyn ncung ca i hi ny. Trc , v mc tiu chm lo sc khe cng ng, chng ti hp tcvi Tng hi y hc VN (B Y t) thc hin Chng trnh mc tiu quc gia v phng chngbnh i tho ng... Chng ti lun tm nim v c mong thc hin trch nhim ny mtcch rng khp v lu di, ng ngha vi li tri n ca Tp on Tn Hip Pht ti qu khchhng ng h chng ti trong sut 15 nm qua v tip tc ng h Tn Hip Pht trong thi gianti.

Chng ti xy dng mt phng nghin cu pht trin sn phm mi v trong tnglai s tr thnh mt trung tm pht trin sn phm mi. Vic Tn Hip Pht hnh

thnh trung tm nghin cu s gip chng ti tr thnh mt n v tin phong trn thtrng vi nhng thng hiu dn u, gi c hp l, cht lng tt, mu m p vc ngi tiu dng a chung.

Tr xanh khng v tc dng gim stress

Tinexpress cp nht 28-09-2010 - Ngun: 24h.com.vn

Link gc: http://www.24h.com.vn/thi-truong-tieu-dung/tra-xanh-khong-do-va-


22/32

tac-dung-giam-stress-c52a327151.html

Stress lu mau bnh

Mi sng thc dy, nu khng phi l hc sinh, sinh vin, ni tr, cng nhn, th cng l nhngngi lm cng tc vn phng thng xuyn bt u mt ngy mi vi nhng tm trng khc

nhau. C ngi th cho hi bui sng vi s h hi vui ti, sn sng cho mt ngy lm vicnng ng, nhng cng c nhng trng hp mang theo tm trng mt mi, chn chng cahm qua. Khi c hi v trng thi tinh thn, h ch din t ngn gn bng mt t: Stress.

Cm t quen thuc tht ra t s mt mi trong cuc sng, trong cng vic, nh Ti ang bStress hay vi trng thi xut hin lng vng trn cc mn hnh chat online nh bun,chn, mt mi,li mt ngy mi, oi, bc mnh.Tt c nh mt thng ip truyn tin bn b, ngi thn, ng nghip v tnh trng v cm xc hin ti. T lc no, Stress tr nnmt t ng thng dng v ph bin. Khng cn gii ngha ting anh, c khi cng chng cn bitch y vit th no, song, Stress tr nn i chng. Khi nhc n Stress, mi ngi c th bt ratrong u hng trm, hng vn suy ngh lin tng n s cng thng, bc bi, cng nhiunhng mi lo toan cha c gii quyt v bc l ht. Ri th ngy qua ngy, nu chng ta nui

dng Stress, n cng ln dn theo tng ngy, n khi trng thnh, Stress ng hnh vi chngta trong cc sng; n li ko ta vi nhng cung bc cm xc v cng cc oan.

Hu qu v nhng nh mt t Stress

l s trm cm, mt thng bng trong cuc sng. Hng ngy, mang theo cn bnh Stress,chng ta s phi i din vi khi ni vn vi cm gic tr tr v chn nn. Mi khi c hiBn khe khng?, hay Hm nay tm trng th no? Ch cn s phn hi mang tnh tiu cc,Stress t ng lan truyn nh nhng con virus cc mnh, khng sc khng no c th chngli. i tng giao tip lp tc nhn ra ngay s ht hng ca ngi ny trong cuc sng. Nu anhta l ngi ci m v d chia s, c th anh ta cng s cho bn mt li khuyn tt nh: tp thdc, chi yoga, i khiu v, gp g bn b, hay hy dng ngay mt chai tr xanh Khng mgii nhit cuc sng.Nhng ri li ni nh th gi bay, quan trng l bn c nhn nhn vn ,

i mt vi n v tm ra hng gii quyt hay khng? Cch th khng phi khng c, nhng bnc dng cm nhc chn bc ra khi ci bng en vy ba bn bng s mt mi, chn chnghay khng? Bn c t tin c th dng i tay ca mnh lau sch nhng ca en bm y bi,m nhng ht bi y chnh l nhng ni bun, s hai nim qu kh khng vui, hay ci cm gicu oi. Nu nh Stress tn ti vi bn trong ci cn nh cm xc bi ly , c th bn cng s tnh mt nhng ngi bn thn vn rt quan tm n bn, n gin v bn ang c lp chnhmnh vi th gii bn ngai, bn ang t dng dy tri buc mnh khi nhng cuc vui vi bnb, v bn ngoan c khng tip nhn nhng liu thuc tinh thn m nhng v bc s k c chuynmn ln nghip d ang c cha tr cho bn.

Tr li vi i tng giao tip khi nhn c phn hi ca bn v t Stress, trong trng hpanh ta khng phi l i tng thn thit nghe bn ca cm cc vn thng ngy, bn cng

s d dng b b ri trong mt vng tri no m ch c bn v Stress kt thn. Nhng miquan h cng vic, bn b cng t khng cnh m bay. Hiu c hu qu v tc hi caStress, bn thy c chn dung ca mnh nh th no? Ging mt cng trnh b xung cp, mtl khch tha phng hay nhng ch chim b nh b nht kn trong lng? Cm gic ca Stress ls phn n cu gt bt thng, ri th chng i ai tht li bye bye, t bn k quyt nhvi bn cam kt lu thng ch trn ng mt chiu. Bn chng bun quan tm n vic c air bn i u, lm g, n ung, vui chi, du lch,Chic in thai mi hm no tt tt tin nhn,bng mt hm, n lng im khng ng tnh v t , khng cn np tin in thai, bn cng


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nht n chung vi ngi nh ca bn v Stress.

nh sng t ca nh

tng c mt thi gian sng chung vi Stress, i mt vi cc vn ti chnh, gia nh, tnhcm, chuyn tht nghip, chng trai tn N, 24 tui, va ra trng c bn b t cho ci bitdanh l ngai, bi bn b nhn c mt thng ip t nhng biu hin cuc sng ca anh gnlin vi s gi nua trc tui. ci tui tr trung, si ni, l ra anh ta c thi gian bay bng


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vi sng to, am m v ci m vi cc cuc vui cng bn b, nhng vi trc tr t cc sngca bn thn, chuyn nhy vic v tht nghip lm anh tr nn mc cm v s thua thit vibn b cng trang la. Anh t gn cho mnh trng thi Stress trong nhiu nm qua. C lc anhcng vui v t ng dy sau nhng c vp ng ban u, nhng c vi ting th anh kh c thduy tr trng thi tch cc bi cc tc ng ngai cnh vy ba quanh anh. Chng trai nhy cm

ny khng tm thy nh sng t cuc sng d c rt nhiu ngi ng vin v chia s vianh. Ri mt ln tm c quyn sch Thay thi , i cuc i, that u anh khng tin lmvo ch ngha trong sch, nhng vi tri nghim nho nh ly li nim tin chnh bn thn anh.Anh bt u bng s vn ng bn thn tp suy ngh tch cc, mi ngy tm mt nim vui, anhchm cht bn thn nhiu hn, tp th dc, c nhng giy pht gp g tn gu vi bn b, vquan trng anh duy tr mt ch dinh dng hp l. Tri nghim cho anh thy rng, ngun snggip anh gii ta cn bnh Stress chnh l bit cch chm sc bn thn v chn thc phm, thcung dinh dng c li cho sc khe, gip tng cng s vn ng do dai v bo v tinh thnsm ly li thng bng sau nhng tc ng tiu cc t cuc sng xung quanh.

Trn th trng hin nay c rt nhiu lai thc ung khc nhau, c lai tpha, c lai ch bin sn. Cc mt hng nc gii kht ny rt a dng, t

nc ngt, nc khang, nc p, nc yn, nc tng lc n nc tr,.gp mt y trn cc quy k bch ha v nhng im bn l. Nhanh, gn,thun tin, m bo cht lng v sinh an tan thc phm th phi k n cclai thc ung ng chai pha ch sn. Trong , tr xanh Khng angc gii tr quan tm nhiu nht. Cc chng minh khoa hc cng cho thytc dng ca tr trong vic gii nhit, gim cng thng Ngai ra, Tr xanhgiu vitamin v cha nhiu poly phenol gip lm p da, iu chnh chcnng tiu ha, gim cholesterol, phng nga ung th. nh sng ca nn khoahc hin i b sung bng nhng s liu, dn chng c th khng nh trthc s l thc ung c li cho sc khe v cn c kh nng phng ngacng nh h tr iu tr nhiu lai bnh. Cht EGCG trong tr xanh l hatcht chng oxi ha, c tc dng chng lo ha, em li cuc sng th gintuyt vi, ti tr, kha mnh, gim Stress v tng sc khng cho c th

L mt ngi cc k kht khe vi qung co, Anh N lun kim chng bng cc tri nghim.Nhng tr xanh thc s thuyt phc anh ging nh mt liu php th gin kp thi m khngphi vn ng tat m hi hay phi n spa mi c c ci cm gic nh nhng, trn y scsng. Hn nhin thc ung chng phi l tin dc cu anh khi cn bnh Stress, m bi vanh t nhc nh mnh mi ngy bng mt cu ni thay thi , i cuc i. Bn ch c ththay i cuc i ca bn nu bn c mt cch ngh ng, tch cc v c k hach lm ngnhng cam kt bn t ra.

ng ty bn c cn mt h thng nhn din thng hiukhng?Trong hot ng kinh doanh ngy nay, thng hiu l mt thnh phn phi vt th khngth thiu ca doanh nghip, n l du hiu nhn bit sn phm ca DN gia v vn snphm a...


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Trong hot ng kinh doanh ngy nay, thng hiu l mt thnh phn phi vt th khng th thiuca doanh nghip, n l du hiu nhn bit sn phm ca DN gia v vn sn phm a dng vphong ph c tung ra trn th trng. Khch hng s i v u nu cng ty ca bn khng cthng hiu? Khi m hng nm c hn 25.000 loi sn phm mi ra i, v tht tai hi nu khch

hng khng th no nhn bit c sn phm ca cng ty bn cho d n tt, r, bn n c no!

H thng nhn din thng hiu c thc s cn thit cho doanh nghip ca bn?

Cn thit hay khng cn thit l do cch bn nh gi tm quan trng ca n.Nu bn lun ngy th tin tng sn phm ca bn gi l tt nht, r nht, bn nht.thkhch hng s lun t tm n bn th bn lm to!

Nu bn tin tng rng sn phm ca bn c dn nhn mc, c thit k nhng hnh nh bt

mt trn bao b sn phm, hp ng gi sn phm. v bn t tha mn rng ri y nhng snphm ca bn c bit n nh mt thng hiu ni ting th bn li mc thm mt sai lm naging nh nhiu ngi lun lm ln rng nhn mc l thng hiu.

Gi s bn may mn vt qua c cc tnh hung trn v thu ht c mt s lng kh nhiukhch hng bn ln mt k hoch m rng th trng ra mt vng ln hn th sau mt mngon gic, sng ra bn phi i mt vi mt cu nhn vin tip th sn phm khng khc chtno sn phm ca bn, ha chng c khc l trn nhn sn phm c tnh in chm mt ch hocmt phn ca nhn mc sn phm ca bn!? Lc y bn s lm g? Bn lm g nu bn khngkp chun b cho mnh mt thng hiu?

trnh c tnh hung nh hng ln n vic kinh doanh ca DN ca bn. Bn nn bt tayngay vo vic xy dng thng hiu ngay khi c th!

Bn nn hiu th no l thng hiu?

Theo t chc s hu tr tu th gii WIPO_World Itellectual Property Organization: l mt duhiu c bit nhn bit mt sn phm, mt hng ho hay mt dch v no c sn xut,c cung cp bi mt t chc hoc mt c nhn. N gip bn c c s php l khng nhch quyn s hu v gip khch hng nhn ra sn phm ca bn, gip bn bo v sn phm ca

mnh trn th trng.

H thng nhn din thng hiu l tht s cn thit cho doanh nghip ca bn. Nhng vn l n cn thit n mc no?

Tng tng xem cng s: th 2, bn din mt b theo kiu hip hop; th 3, bn khoc vongi b comple; th 4, bn p vo ngi mt b ca vn ng vin in kinh v c mi


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ngy mi kiu, mi mu sc. Bn ang lm ng nghip bn ngc nhin y? nhng h on bnl mt anh chng d hi th ng hn l mt ngi c c tnh v n mc hp thi trang, bn thayi nhanh n ni ch ai kp nhn ra bn hm kia bn mc g, hm qua bn mc g, v n ch phhp vi mi trng lm vic nghim tc t no!?

Thng hiu cng th, chng c theo di bi khch hng v ch c s nht qun trong mihon cnh mi cho khch hng c c cm gic tin cy v an tm khi s dng sn phm. V ludi n em li cm nhn tt cho hnh nh doanh nghip, to ra n tng tt v sn phm v to ranh hng tch cc n hnh vi tiu dng.

H thng nhn din thng hiu quy nh bn sc ring cho mi thng hiu t mu sc, fontch, hnh nh, ngn ng to hnh Th hin c ci ring, ci c o mi khch hng dmun hay khng cng phi t cm nhn c s khc bit i vi mi thng hiu. Bn khngth chp nhn c mt hm t dng nhn vin tip th cho hng cho bn mt chai Cocacola vimu vng hay mt hp Lipton vi mu en, tht khng thoi mi v bn quen vi nhng hnh

nh c ca cc sn phm ny. Gi s chuyn ny c th xy ra trong tng lai nhng tht hay honu n lm hao ph cho cng ty bn hn 1 nm vt c ln mt k hoch marketing v PR sv mt ni tin t 8 n 12 con s.

Mt H Thng Nhn Din Thng Hiu nh th no l hp l?

Bn s phi thc mc:Ti phi lm H thng nhn din thng hiu cho cng ty nh th no?Nhn din thng hiu cho dng sn phm khc vi thng hiu ca cng ty khng?Lm nh th no l hp l v tit kim?

Ti c th xy dng c thng hiu ni ting nh cng ty Y thnh ph Z hay khng?v.v

l nhng cu hi ca hu ht cc doanh nghip khi quan tm n H thng nhn din thnghiu cho doanh nghip mnh.

Mi cu hi u c nhiu cu tr li v c nhiu gii php ring hay ng b cho mi trng hp.Bn phi nhn thy rng H thng nhn din thng hiu cho cng ty lm dch v khc vi cngty sn xut v kinh doanh sn phm; H thng nhn din thng hiu ca cng ty t sn xut snphm khc vi nh phn phi v bn phi bit rng H thng nhn din thng hiu ca cng

ty khc vi sn phm.

Unilever l mt trong nhng tp on a quc gia cung ng hng tiu dng hng u th gii,hng sn xut ra rt nhiu sn phm chm sc c nhn v gia nh (bt git OMO, sa tm Lux,Lifebuoy, du gi Sunsilk ) hay cc sn phm thc phm, tr v cc ung t tr, cc snphm chm sc v sinh rng ming (tr Lipton nhn vng, Lipton Icetea, nc mm v bt nmKnorr) Nhng mi 1 dng sn phm u c h thng nhn din thng hiu ring p dng


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cho h thng bn l trn ton th gii. Nhn vo hnh di y chng ta s thy thng hiuUnilever (thng hiu m) ch c 1 logo v dng mu xanh c-ban (m) c p dng ngnht khi xut hin trn tt c cc dng thng hiu con.

Mt cng ty lm dch v nh khng nht thit phi thit k b nhn din thng hiu s

Tht lng ph nu bn c nh t banner ca mnh ln ton b h thng xe but hay l mt pan tm ln 5m2 c in hnh logo cng ty bn trn ng cao tc vi chi phi hng nm hn c triuUSD ch qung co bn l nh cung cp dch v photocopy hng u khu vc cng lng phkhng km nu bn chi hng triu USD cho vic pht sng trn truyn hnh rng bn cung cptm xa rng cht lng nht ng Nam v bn a ra mn hnh hn 10 giy v cy tm xarng ca bn c in hnh logo cng ty

Vn ca bn ch l h thng nhn din cho cc vn bn giao dch, h thng bin, bng vn

phng, t ri, catalog, v giao din website i tc v khch hng thy c s chuynnghip v kh nng t duy u t ca bn.

Bn phi xc nh gia vic u t 1 ln trn b hay l lm tng hng mc theo mc u tinkhc nhau. Mc d rng tt c cc hng mc trong h thng nhn din thng hiu ca bn uquan trng v khng th thiu, nhng ch c iu bn phi la chn thi im thch hp xydng tng hng mc. Trong trng hp ny, bn nn xy dng h thng c bn tt hn l xydng h thng hon thin v c th phi 10 nm na bn mi dng ht cc hng mc lm vkhi mi chuyn c th thay i.

Mi thng hiu ca cng ty hay dng sn phm u c nhng quy nh, bn sc ring cho mnhv iu c n nh trong tm tr cng nh cm xc ca khch hng i vi mi sn phm vch c xy dng ring cho mnh 1 tnh cch n tng v c o mi hy vng dnh c s quantm v tin tung. Cng l mu nhng cch th hin ca Cocacola khc vi Dr.Thanh; Cng lmu xanh nhng P/S khc vi Comfort Hy xem s khc bit ca hai h thng ha vnphng di y khi c 2 u dng mu .

Mu bn tri thin v phong cch to hiu ng nn da theo m tup ng cong ca logo trongkhi mu bn phi s dng cc mng mu bt cho cm gic n gin, n tng.

To ra mt h thng nhn din thng hiu n tng v chuyn nghip l cng vic khng phimt sm mt chiu. N mt thi gian cho c 2 pha: bn thc hin thit k v cng ty s huthng hiu v chng c trin khai trn mt tng c th, s khc bit v phi c bn sc vnha ring. Cui cng. C l l yu t quan trng nht, doanh nghip c th tit kim ti a chi phcho vic gim st v ng nht thng hiu trong sut chin lc pht trin ca mnh.

Chin lc xy dng thng hiu ca tp on Tn Hip Pht: Tp trung v Khc bitn tham d chng trnh hi tho Vietnam marketing conference 2009. Mt trong nhnggng mt n tng nht trong thnh phn khch mi i vi ti chnh l T.S Trn Qu
http://www.ebrandium.com/thu-vien/marketing/chien-luoc-xay-dung-thuong-hieu-cua-tap-doan-tan-hiep-phat-tap-trung-va-khac-biet.htmlhttp://www.ebrandium.com/thu-vien/marketing/chien-luoc-xay-dung-thuong-hieu-cua-tap-doan-tan-hiep-phat-tap-trung-va-khac-biet.htmlhttp://www.ebrandium.com/thu-vien/marketing/chien-luoc-xay-dung-thuong-hieu-cua-tap-doan-tan-hiep-phat-tap-trung-va-khac-biet.htmlhttp://www.ebrandium.com/thu-vien/marketing/chien-luoc-xay-dung-thuong-hieu-cua-tap-doan-tan-hiep-phat-tap-trung-va-khac-biet.html


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Thanh CEO ca tp on Tn Hip Pht (THP).

n tng khng ch v n v ti tr chnh ca chngtrnh chnh l mt thng hiu mi ra i ca THP: Trtho mc Dr.Thanh, m cn bi s nh c v sc sotrong cch din gii ca mt v ch tch tp on dy dnkinh nghim thng trng.

n vi Vietnam marketing conference ln ny, T.S TrnQu Thanh chia s nhng bi hc kinh nghim qu butrong cch iu hnh, xy dng thng hiu ca mnh theohng tp trung v khc bit (y cng l ch ca buihi tho) vi tnh hung v sn phm Tr tho mcDr.Thanh.

Di y VNBD mun nhc li nhng ni dung cng chia s, v y cng l nhng kinh nghim m bn c c th tham kho nh mt phng

hng hiu qu xy dng thng hiu thnh cng.

Phn 1: FOCUS CHIN LC TP TRUNG

Ti xin nh ngha v tp trung th ny : Tp trung l khi chng ta lm vic vi tt c s ch ,quan tm vo cc vn mang tnh cht quan trng c th mang n tc ng ln nht hoc lich ln nht. iu ny cng tng t nh qui lut Pareto 20:80 . Ngha l cc nh lnh omarketing phi bit ci g l u tin quan trng c th t mc tiu.

Nh lnh o marketing s nhn ra rng h khng th lm c tt c mi th cho khch hng vngi tiu dng. V th, anh ta phi chn ra ci g quan trng nht m tp trung. Trc tin ti

xin ni v chin lc Tp Trung.Nh ti cp, tp trung l mt qui tc then cht m chng ta cn phi thc hin. Ti saochng ta cn tp trung? Vi kinh nghim c nhn, ti xin trch dn ra y 3 l do chnh :

1. Ngun lc th c hn trong khi c qu nhiu iu ti mun lm nh tung thm SKU v snphm mi cng mt thi im, ti nhn ra rng hoc l chng ti chy ht cng sut ging nhsn phm Tr Xanh Khng vo gia nm ngoi hoc l ton th t chc khng ngun nhnlc c th m ng tt c mi vic .

Ti THP,chng ti tng gp i s nhn vin trong nm 2008 v chng ti lin tc tuyn dng c th trin khai cc k hoch y kht vng ca mnh . Do , Ngi lnh o phi hc cch

tp trung vo nhng tng ln hn. Trong thi k bt n nh hin nay, chng ta s phi i mtvi rt nhiu hn ch v ngun lc v chng ta PHI chn la ci no chng ta c th lm tt.

2. Trong lnh vc Marketing ,Truyn thng v nh v nhn hiu s b yu i do s thiu tptrung. Khi iu ny xy ra, chng ta s khng xy dng c nhn dng thng hiu ( brandidentity) tht s. V d , ti c rt nhiu cuc tho lun quyt nh chng ti s thu hp thtrng mc tiu v khch hng mc tiu ca cc nhn hiu c th gia tng tnh hiu qu.


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3. Vic trin khai s tt hn khi chng ta bit Tp Trung. Nh khi Tn Hip Pht tung sn phmTr Tho Mc Dr.Thanh , chng ti c rt nhiu xut v tng v vic thc hin cc hotng kch hot v nhn bit nhn hiu. Tuy nhin, chng ti quyt nh ch chn nhng chngtrnh thit yu c th gy hiu ng mnh.

Chng ti tp trung vo cc chng trnh ln xy dng c s hin din hnh nh snphm v thnghiu cng nh to s th nghim cho khch hng nhiu hn . V d nh tp trungvo chng trnh xy dng thng hiu ti Khu Du Lch i Nam Vn Hin tnh Bnh Dngnhm ti a ha s hin din v dng th sn phm ca Tr Tho Mc Dr. Thanh.

Mt cu hi quan trng hn l Tn Hip Pht chng ti Tp trung lmnhng g ? Trong nhiu nm qua, ti chim nghim ra rng cc lnh vcquan trng m chng ti phi tp trung, l Ngi tiu dng , Khch hng ,Truyn thng , S sn c ca sn phm, Cht lng sn phm, v iu cuicng nhng khng phi l km quan trng l Trin khai.

C 5 lnh vc cn tp trung c th gip chng ti thnh cng ti THP. Cho

php ti c tho lun c th hn v cc vn quan trng ny .

1. V ngi tiu dng : Tt c chng ta u bit rng ngi tiu dng lThng trong hot ng kinh doanh ca chng ta. Chng ta thnh cng haytht bi th cui cng ngi quyt nh vn l ngi tiu dng. Chng ta cgng pht hin ra cc nhu cu tim n ca ngi tiu dng m chng ta cth thng mi ha nhu cu ny.

Sn phm Tr Xanh Khng chai PET ung lin l mt v d tuyt vi vnhu cu tim n ca ngi tiu dng c chng ti bin thnh mt c hi

kinh doanh. Ung tr chim mt v tr rt quan trng trong vn han m thc ca ngi Vit Nam

. Bc k tip, chng ti sn xut sn phm Tr ung lin trong mt chai PET tin dng saukhi chng ti quan st c s thay i trong phong cch sng ngy cng mang tnh di ng vnhu cu ngy cng ln hn i vi cc sn phm thc ung c li cho sc khe

2. V Khch hng : Khch hng l i tc cc k quan trng bi v h tr hang ha ca chng ta bn. S khng c cc hot ng marketing thnh cng nu nh chng ta khng xem xt ntc ng ca cc hot ng trn khch hng.

Cc nhn hang cu Tn Hip Pht phi cnh tranh rt gay gt vi cc cng ty Vit Nam v c cccng ty nc ngoi. Ti cng ty Tn Hip Pht, chng ti c mt b phn tp trung ton din vovic chm sc khch hng. Chng ti i x vi tt c cc khch hng ca mnh nh cc i tckinh doanh tht s.

3. V Truyn thng : Bi v Tn Hip Pht tin rng chng ti ch bn cc sn phm cao cp, chtlng tuyt ho nn chng ti phi truyn thng cho mi ngi bit v hnh nh v cc li chca nhn hiu. iu ny cc k quan trng do chng ti u t khng t vo truyn thng.Mc gia trng chi ph qung co ca chng ti trong mt vi nm trc rt ng k.

Nm ngoi, Tn Hip Pht nm trong s 5 cng ty qung co mnh nht ti Vit Nam v chngti s cn tip tc tng chi ph qung co ca mnh trong nm 2009. C nhn ti rt quan tm v


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trc tip tham d vo vic xy dng Chin Lc v K Hoch Truyn Thng ca cc nhn hng.Ti lm vic rt su st vi cc cng s trong b phn Marketing pht trin tng sn phmv thit lp mc tiu nhn bit v nhn hng, dng th v thi quen s dng nhn hng.

4. Cht lng sn phm v tnh sn c ca sn phm : Ti Tn Hip Pht chng ti i mtvi nhiu trng hp ht hng ( out of stock ), nhu cu vt qu kh nng cung cp ca chngti. Do y cng l mt vn cn lu tm trong lnh vc tip th ca chng ta. Chng ta cnm bo tip tc duy tr s hin din ca sn phm vi cng mt tiu chun cht lng tuyt homi lc mi ni.

Nh cc bn bit,chng ti va tung ra th trng sn phm Tr Tho Mc Dr.Thanh v nhanhchng c th trng chp nhn, chinh phc c khch hang c nc. Ti ang quan ngi liutrong thi gian sp ti chng ti c phi mt ln na i mt vi tnh trng ht hng hay khng?

5. V vic trin khai thc hin : Ti thy c nhiu tng rt hay, c nhng k hoch rttuyt vi nhng li tht bi ch v trin khai qu t. Tht may mn l i vi sn phm Tr ThoMc Dr. Thanh, chng ti c mt i ng c t chc bi bn, nhanh chng a hng ra th

trng trong mt thi gian ngn.

Ti bit rng vic Tung sn phm phi din ra trc Ma Tt Nguyn n chng ti c th tia ha mc nh hng n ngi tiu dng v th trng c nc. Mc tiu, vai tr nhim vv chc nng c thit lp c th m bo mi ngi lm vic ng b. C nhn ti tinrng nu chng ti chm tr d ch mt ngy tung sn phm Tr Tho Mc Dr.Thanh, chng tis khng th no gt hi c kt qu tt nh ngy hm nay.

V vy, tp trung vo Ngi Tiu Dng, Khch hng , Truyn thng , Cht lng sn phm v Ssn c ca sn phm cng nh Cch thc trin khai i vi ti l nhng yu t then cht dnn thnh cng. Ti ku gi cc bn hy cn nhc cc yu t ny khi bn pht trin chin lc v

k hoch marketing ca cc bn.

Tr xanh C2 : thng hiu thnh cng vi chin lc nh gi thm nhp

Cp nht: 21:00:00 10/4/2009

Cuc chin trn th trng tr xanh Vit Nam hin nay ha hn rt nhiu kch tnh khi cci gia nc gii kht tham gia vo th trng ny.

URC (Universal Robina Corporation) l mt trong nhng cng ty tin phong ca Philippin vithm nin 40 nm hot ng trong lnh vc kinh doanh sn xut thc phm, l mt trongnhng tp on thc phm ln nht Philippines.

H cng c mt ti th trng bnh ko ca 25 nc v vng lnh th nh i Loan, M, Italia,Nht Bn v mt s nc Trung ng. URC hin ang gi 30% th trng khoai ty chin ti
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Singapore, 33% ti Malaysia; 28% th trng bnh xp ti Thi Lan; v 22% th trng bnhsnack mn ti Hongkong.

Cc sn phm c ting tm ca URC l bnh snack Jack&Jill, scla Cloud 9 v Nips, ko XO vMaxx, m Payles v Nissin Cc sn phm ca cng ty ht sc a dng nh: bnh snacks, ko,

bnh biscuits, c ph ha tan, m n lin, nc xt c chua, m si, ngoi ra cn c c cc laikem

Cng ty URC Vit Nam l mt cng ty trc thuc tp on URC quc t. URC Vit Nam cthnh lp v sn xut bnh ko t 2005 ti Khu cng nghip Vit - Sing, tnh Bnh Dng. Ngoicc sn phm nh bnh, ko th sn phm ni bt nht ca URC trn th trng Vit Namchnh l tr xanh C2.

Tr khng phi l thc xa l vi m thc v vn ha Vit Nam cng nh cc nc ng khc,nhng trong cuc sng hin i vi nhiu mi lo v sc khe v ngi ta cng hiu c nhngli ch ca tr xanh, th v th ca cy tr mi c cao n th trong cuc sng. V vy tc tng trng ca mt hng nc gii kht tr xanh lun t mc cao (trn 30%/ nm).

Ring nm qua, mc tng trng t n 97% (trong khi th trng hng tiu dng nhanh nichung ch tng trng 11% - theo ngun TNS ). y l mt mc pht trin m khng c mt loinc gii kht no t c, chng t nhu cu ca ngi tiu dng ang rt ln v y thc s lmt th trng rt giu tim nng.

Nh chng ta bit, i tin phong trong th trng ( First mover) tr xanh l Tn Hip PhtGroup vi sn phm tr xanh Khng . Nn mc d l thng hiu tr xanh s 1 ti th trngPhilipine, nhng ti thi im ra mt th trng Vit Nam, C2 dng nh ri vo tnh th b ngv n sau, v tr xanh Khng khi c tr gip mnh m bi cc hat ng truyn thngrm r nhanh chng chim c th trng bo b ny.

Mi n thng 9/2008, C2 mi gia tng n lc marketing thng qua vic qung co trn truynhnh, kt hp qung co vi chng trnh khuyn mi hp dn nhm gia tng th phn, nhng dob ri vo th b ng v n sau v do nhng chin lc nh v khng hp l nn C2 vn khngth qua mt sn phm Khng trn th trng tr xanh.

Tuy vy, tr xanh C2 vn chim mt th phn ln trong th trng nc gii kht tr xanh ngchai v l i th chnh ca Khng . Nguyn nhn thnh cng ny l nh C2 xy dngc knh phn phi hiu qu v mt chin lc nh gi thm nhp rt hp l.

nh gi thm nhp (Penetration pricing) l chin lc t gi ban u ca mt sn phm haydch v thp hn gi ph bin trn th trng. Cc cng ty s dng chin lc ny vi k vng snphm ca mnh s c th trng chp nhn rng ri hn. l th trng ca nhng khchhng cha tng mua sn phm hoc nhng khch hng trung thnh vi i th cnh tranh.

nh gi thm nhp lm ti a ho doanh s bn trn n v sn phm v to ra doanh thu theo thphn, nhng li lm nh hng n t l li nhun. Tuy nhin trong mt s trng hp, li nhunthp c th ngn cn i th cnh tranh tham gia vo th trng.

Nh phn tch trn, chng ta c th thy gi c c tc ng mnh m n chi tiu nh th no,


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thng l tiu chun quan trng trong vic mua v la chn ca khch hng.

Trong khi i th cnh tranh ln nht ca C2 l tr xanh Khng nh gi sn phm cao hnkhong 20% so vi gi trung bnh ca th trng (7000VN/ Chai 500ml) th C2 chn chomnh mt chin lc nh gi thm nhp hp l ( 3500/ chai 330 ml), nh vy C2 nhanh chng

chim c th phn ln trong th trng tr xanh ng chai Vit Nam.

Cuc chin trn th trng tr xanh Vit Nam hin nay ha hn rt nhiu kch tnh khi cc i gianc gii kht (Lipton Pure Green ca Pepsi, Wormdearm, Shinki ca San Miguel) thamgia vo th trng ny. Nhng vi li th v knh phn phi v chin lc gi hp l, chc chntr xanh C2 s ng vng v ngy cng pht trin ti th trng Vit Nam

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