I.

Phn tch:1. Quy trnh ra quyt nh: a) Cc kiu tin trnh ra qd: + Ra qd theo thi quen: - Mua trung thnh thng hiu: gia nh thng ung nc tng lc, khi ht mua tip v n. TH ny, ngi tiu dng(NTD) tin tng nc tng lc No.1 p ng tt nhu cu ca h, v 1 phn v a thch hng v cng nh cht lngi vi NTD ny, tht kh ko h v thng hiu khc. - Mua lp li: tri vi TH trn, 1 NTD # cho rng l nc tang lc th u ging nhau v k quan tm thng hiu. Ban u th n No.1 v thy cng c, NTD ny s mua n bng vic ra qd theo thi quen, ch k phi ngi mua trung thnh. Ch cn c s tc ng mnh t pha mi trng, NTD ny d dng thay i qd v b thng hiu # li ko. + Ra qd gii hn: nm gia qd mua theo thi quen v qd mua m rng. Chng hn NTD qd loi nc tang lc thng hiu khc ch v h chn vi thng hiu No.1 thng dng, mc d hi lng. Hoc chn mua No.1 n thun da trn nguyn tc chn gi r hoc c khuyn mi. NTD c th qd da trn s ng hoc b nh hng. Nh l gi thc n ging vi thc n ngi bn i cng gi. + Ra qd m rng: tin trnh ra qd c xem xt v nh gi k lng. Ex: trc khi mua No.1, NTD ny tm hiu thng tin bn trong v bn ngoi, kinh nghim ca ngi tng dng sp, xem sp c ngon k, cht lng, gi c. nh gi cn thn cc phng n da trn tiu chun, thuc tnh v li ch(thng i vi nhng sp c ri ro v ti chnh cao cn No.1 th hem, thm vo cho n mu m, heheee) b) Nhn bit vn : l mn n nc tng lc or nc gii kht c mi v khc l.. t x , h h c) Tm kim thng tin: + Tm kim bn trong: - Nh li thng hiu c tng s dng v cm gic hi lng i vi sp , thuc tnh sp, kinh nghim sd sp. - Nh li thng hiu c v nh thng hiu gn nht vi thng hiu nguyn mu. Ex: NTD c nh cu n nc tng lc, ang suy ngh xem nn mua loi no, th nh li cht lng cng nh nhng sn phm ca Tn Hip Pht rt tt, nn mua No.1 ca THPht. ( cn PR, qung co lin tc v cc sp ca cng ty m duy tr ng kt ni tr nh of NTD) - Nh li nh gi: v d thy tivi qung co Red Bull, NTD nh li sp No.1 v gi c, cht lng.v hnh thnh thi i i vi 2 thng hiu, qua x l thng tin thng hiu khi ang xem qung co. Nh , No.1 mt ln na c gi nh li trong u NTD gp phn nh hng qd mua sau ny. - Nh li thng tin sp, cm xc v kinh nghim TNg THch vi tm trng ca h. Vi suy ngh ny, mar a NTD vo tm trng tt thng qua vic sd cc hnh nh hi hc hp dn, gip nng cao kh nng nh li cc thng tin thuc tnh sp. (Hi lan man wa chin lc mar ri >< )

+ Tm kim bn ngoi: - T ngi bn : c s li cun cao hn cng vi kin thc bn thn ngi i mua thp hn hay ni cch khc l nghe b bn d hay wa nn b tin ti mua a ^^ - Bn b, ngi thn: ex b Nhi hay n No.1 ni ngon lm nn d tui mua n :)) - Cc ngun tin truyn thng, qung co: NTD xem qung co bit thng tin v sp - Internet: v NTD c th ngi ti nh v ln mng tm kim thng tin, nn c rt nhiu lung thng tin gy nh hng n qd mua hng, do n k b kim sot bi ngi lm th trng ngha l my ng b qung co bt mt sai thc t , hoc my ngi n ri ln chm gi, vi my bi ng xi` cn an ca ngi ta v th c xem l ng tin cy hn. - Thng tin trn bao b sn phm: TND c th n siu th tm kim trc tip thng tin, thnh phnsn phm trn bao b No.1, bao b Red Bull v so snh, t chn la sp cht lng nht.

d) nh gi cc phng n: NTD so snh thng tin gia cc thng hiu nc tng lc khc nhau nh No.1, Red Bull, Sting vng. + nh gi tnh i din: vd NTD c th on c mi v, mu sc ca Reb Bull mc d cha tng thy sn phm RBull da trn kinh nghim tng ung No.1 cng dng sp nc tng lc. V mt ny, c th phn chia nh gi ca NTD thnh 2 loi: da trn l tr, da trn cm xc. + nh gi tnh c sn: vic nh gi cng c th b nh hng bi vic nh li d dng cc s kin, c gi l tnh c sn nh gi da trn cc s kin d nh hn l s kin din ra thng xuyn. V d, bo ch c ng tin No.1 c nhiu chai b li, c mng bm bn trong, NTD c c nhng tin ny s b nh hng khi quyt nh mua nc tng lc, h s k chn No.1 v tai ting mc d s kin trong qu kh, mc d sp No.1 c ci tin hn rt nhiu. Tng t, nu NTD nh nhng s kin tt, n tng, hoc c truyn ming nhng li khen v sp, tc ng n nh gi tch cc ca h th h s c xu hng chn mua loi sp .

e)f)

Ra quyt nh: gm ra qd n lc thp v cao (Sch

ca Vy trang 174 ^^)

nh gi kq sau quyt nh: + Hi lng: NTD cm thy hi lng vi quyt nh mua ca mnh, v cht lng sp tt, mang li gi tr cao. Nh n No.1 thy ngon, n khi mt thy khe ngi thch mua ung hoi Tuy nhin, mc hi lng thay i theo s li cun v thi gian. + Bn khon: lo u v vic liu quyt nh nh vy c ng khng. Thng i vi nhng sn phm c gi tr cao. i vi sp nc tng lc, c th vd th ny: gn Tt, Tho mua 2 thng nc tng lc No.1 tng bn Trc d thng (h h ) v bn Tin (^^), nhng v quyt nh mua da trn Tm kim thng tin bn ngoi - b bn hng ngha l bn Tho k tm hiu k thng tin v No.1, nn sau khi tng, bn Tho bn khon l liu k bit Trc vi Tin c thch k, k bit No.1 n c ngon k, thng c sp b li k, l c b li th tht l lm.. blab blab. Cm gic bn khon ny c th nh hng trc tip n quyt nh mua li, nu sau Tho c nhu cu tng ngi khc, Tho s chn

mua loi nc gii kht m mnh bit r thng tin hn, k phi bn khon nh vy just for fun!!!=)) + K hi lng: NTD k hi lng vi quyt nh mua ca bn thn. S k hi lng c th dn n 1 tp hp cc kq tiu cc, nh l truyn ming tiu cc, khiu ni, v gim sc mua. Tuy nhin, tm trng ca NTD c th lm sai lch nhng nh gi sau quyt nh. V d, Khanh ang bc mnh, b ai chc gin m bc ha ta nhit kht nc pht sinh nhu cu mua nc gii kht mua No.1 nhng v ang kh chu trong ngi nn k cm nhn c hng v tht ca No.1 v th, bc ngi khc m chi ci chai nc d m =)))) + Loi b hng ha: i vi mt hng nc tng lc, c th c nhng cch loi b sau: 1.Bn ve chai ^^ ; 2.B i ; 3.Ti ch ; 4. S dng li chai khng: i vi chai nha No.1, Sting, NTD c th nh cc bn sinh vin c th gi li ng nc ung, ring mi chai nhm Red Bull, Lipovitan, Rng , hay loi hp nhm ca Sting c 1 cch s dng tip, l ch xt lon xung sn bng xi mng lm bong np lon i, gi li lon xi. 2. Yu t vn ha: 3. Yu t x hi: 4. Yu t tm l c nhn:

II. III. IV.

Chin lc mar (4P ???): Phn ng ca KH i vi chin lc : Chin lc c nhn:

Chin lc mar: Chin tranh gia hai g khng l 1996. C hai tung ra rt nhiu hot ng thng qua nhng chin dch qung co, khuyn mi nh thay i bao b sn phm, chit khu cho i l, ct gim gi thnh, tng qu hoc tng mc tnh dng cho i l Tuy nhin, nhng chin dch ny mang n nhng khon l khng l cho c hai nhn hiu t nm 1996 n nm 2000 lin doanh khng c li sut nhiu nm v bn i tc Vit Nam nh trao quyn li cho pha nc ngoi Pepsi v Coca-Cola chuyn thnh cng ty 100% vn nc ngoi Nhng cng ty nh v va chu ng thit hi nng n nht: b mt th phn, mt quyn kim sot knh phn phi v mt kh nng thanh ton 1 s cng ty kt hp li v kinh doanh th trng nh hn, mt s khc tr thnh cng ty c phn v thay i dng sn phm khc, phn khc th trng khc. Tuy vy, tnh hung trn li to ra rt nhiu c hi cho cc cng ty nng ng. Trong khi cc cng ty ln ang chin u ginh th phn sn phm truyn thng th cc cng ty Vit Nam cng tham gia vo cuc cnh tranh bng vic pht trin sn phm mi. Mt s loi nc gii kht c cha cc thnh phn thin nhin nh u nnh, c rt, yaourt hay tr xut hin, v th th trng nc gii kht tr nn rt a dng. S ni ln ca nc tng lc Number One l kt qu ca qu trnh sng to ny. Number One l mt thng hiu ca cng ty Tn Hip Pht. Vo nm 2001, th trng nc tng lc ch chim 0.67% th trng nc gii kht, v ch c ba nhn nhiu l Red Bull, Rhino v Lipovitan. Cc sn phm ny c bn di dng lon v c phn phi thng qua nhng i l c thng lnh hoc t lnh. Red Bull v Lipovitan c nh my ti Vit Nam trong khi Rhino l sn phm nhp khu. Li th ca h nm sc mnh ti chnh v kh nng qung b rng ri thng qua cc knh truyn thng khc nhau ng thi cng vi vic thu mn nhng nh phn phi chuyn nghip nhm em sn phm ca h n tng ngc ngch t nc. Hot ng chnh ca ba cng ty trn vn l tp trung vo vic bn hng v qung b. S khc bit ca sn phm Mc d c ba nhn hiu ln trn c sc mnh ti chnh, kinh nghim v s hiu bit marketing, h vn khng th tho mn ht nhu cu ca cc phn khc th trng khc nhau. Theo nh cuc nghin cu tin hnh nm 2000, nhng ngi tiu dng tng lp trung bnh, h khng c kh nng b 6,000 ng cho mt lon nc tng lc (40 cents M). Ngoi ra, phn ln ngi tiu dng cn cho bit h cm thy bt tin khi dng nc tng lc v h khng c t lnh trong nh. V th khi c nhu cu, h phi i n cc ca hng mua v ung ngay ti ch. Mt yu t quan trng l nc tng lc dng vi th khng ngon bng nc p lnh. Trong phn tch tiu dng, cuc nghin cu ch ra rng phn ln ngi tiu dng hiu nc tng lc l sn phm mang n s thoi mi, tng cng sinh lc, ci thin tinh thn, gim stress v gip h lm vic tt hn. Cc nhn hng ln khai thc nhng nhn thc ny trong cc chin dch thm nhp th trng, gi c v phn phi sn phm. i vi Number One, nhng nhn thc ny chnh l nn tng cho vic xm nhp to bo vo th trng

ny. Tn Hip Pht quyt nh u t hn mt nh my sn xut nc tng lc ng chai ti Vit Nam. Sut trong thi gian u, h sn xut chai 300ml v bn vi mc gi thp nhm tip cn ngi tiu dng trong nc. S tin dng v vic c th dng chung vi m khng lm mt i v ngon ca nc tng lc chnh l mt li th cnh tranh. Mt nhn t quan trng l ngi tiu dng quen vi vic dng nc gii kht ng chai. Lc by gi Number One chnh l nc tng lc ng chai duy nht, ng thi c mc gi ch ngang bng vi Coke hay Pepsi l 2,500 ng (18 cents M). Tp trung vo s tin li cho ngi tiu dng S khc bit ca sn phm chnh l nhn t mang li thnh cng cho Number One. Mt nhn t quan trng khc cn l thi quen tiu dng. Ngi tiu dng c th ung nc tng lc ti cc qun nc ven ng hay cc qun c ph nh. Hoc h c th dng n ti nh. Nghin cu th trng ch ra rng 15% ngi tiu dng mua nc tng lc v nh mt tun mt ln. Do c n 85% ngi dng nc tng lc ti cc qun c ph. iu ny c l gii l do phn ln ngi tiu dng khng c t lnh hoc h thch dng nc vi hn. C th dng nc tng lc vi gi thp c xem l mt tin hp dn sut nm 2001. Ngi c thu nhp trung bnh hnh thnh nn s ng nhng ngi ung nc tng lc. V cng v Number One l nc tng lc ng chai u tin ng chai ti Vit Nam nn mi ngi c th dng n bt c u. y chnh l l do chnh gip Number One nhanh chng chim gi ngi tiu dng v chuyn i tnh hnh cnh tranh trong th trng nc gii kht Vit Nam thi by gi. Xy dng thng hiu Ba yu t chnh mang li thnh cng cho chin dch xy dng thng hiu Number One chnh l sn phm, knh phn phi v truyn thng hiu qu. Thit b v k thut sn xut nhp khu t Chu u to nn mt quy trnh sn xut hin i, an ton, v sinh. Nhng hnh nh ny c truyn thng tt trn nhiu knh truyn hnh v to ra nh hng mnh m, tch cc n ngi tiu dng. Trong vng 04 thng sau khi tung sn phm, nc tng lc Number One chim gi c 30% th phn. Tng s knh phn phi bao gm 300,000 im bn l, 200 i l trn khp 64 tnh thnh ton quc. Vic kinh doanh tt n ni Number One khng cung cp cho cc k l hi nh l Tt m lch. Pepsi v Coca-Cola nh mt v tr s 1 trn th trng, h buc cc nh phn phi c quyn khng c tch tr hay phn phi Number One. Nhng mt vic kinh ngc xy ra: rt nhiu nh phn phi mi khng thm ly sn phm Pepsi hay Coca-Cola na trong cc thnh ph ln. Hai i gia v tnh chuyn ton b h thng v chnh sch phn phi ca h sang cho i th cnh tranh. Mt nhn t gp phn mang n thnh cng cho Number One chnh l chin dch qung co hiu qu c a ra bi tp on THP v cng ty Saatchi & Saatchi Vit Nam. Vic truyn thng nhn chung n gin: trong sut mt thng, mt on qung co 5 giy xut hin trn hai knh truyn hnh chnh Vit Nam ch vi mt thng ip: Nc ung tng lc ng chai xut hin ti Vit Nam. Chin dch ny to nn s nh hng ln i vi khn gi. Vo lc by gi, nghin cu th trng cho thy c n 60% khn gi mun dng th v 30% s ngi dng th tr thnh khch hng thng xuyn ca Number One. Theo cng vi thng ip qung co mnh m l cc poster dn trn tng cc ca hng bn Number One. Cc vt phm khuyn mi nh thng , ng phc, c treo, ly v ng ly cng c cung cp h tr cng vic bn hng trn khp c nc.

http://www.dunghangviet.vn/tag/2048/nuoc-tang-luc-number-one.htmlSting hin nay vn c coi l con b sa ca Pepsi, cn Tn Hip Pht th say sa vi tr xanh v tr tho mc, d vn khng nh Number 1 l sn phm quan trng ca mnh. Sting i sau v trc C mt sm nht, Red Bull nhanh chng lm ch th trng nc ung tng lc Vit Nam t cui nhng nm 1980. Cnh tranh vi Red Bull lc ch c Rhino v Lipovitan. Nhn thy tim nng t th trng ny, cng ty Tn Hip Pht xy dng nh my v cho ra i nc tng lc Number 1 vo nm 2001. Vi chnh sch bn gi r hn tt c cc i th cng th trng v sc mnh truyn thng, Number 1 chim hn 30% th trng ch sau 3 thng.

Number 1 vn gi c v th ny kh lu d lun b Red Bull nhm ng. Bn cnh , nhiu thng hiu nc ung tng lc khc cng nhy vo th trng nh Bacchuce, M150 hay Samurai ca Coca-Cola. n khi Pepsi bt u thm nhp th trng ny th cuc cnh tranh mi thc s tr nn quyt lit. Pepsi bt u trnh lng nc tng lc Sting vng (cn gi l Sting nhn sm) vo nm 2002. Khi , Sting khng ch li c vi Number 1 v Red Bull. Khng b cuc, Pepsi tip tc cho ra i nc ung tng lc Sting du v nhanh chng thu c nhiu thin cm c bit l ca gii tr. Sting du tr thnh ng lc pht trin mi ca Pepsi khi dn u th phn nc ung tng lc ti Vit Nam. Theo kho st ca Cng ty Nghin cu Th trng Nielsen, n gia nm 2011, Sting dn u th trng nc ung tng lc ti Vit Nam vi 52% th phn. Number 1 v nh vi 23% th phn. Cc thng hiu khc chia nhau 25% th trng cn li gm Samurai, Red Tiger, Rhino, Lipovitan. Nguyn nhn Number 1 mt ngi s 1 Number 1 tng thnh cng vi chin dch qung co rm r. Sut 1 thng trc ngy ra mt sn phm, mt on qung co 5 giy xut hin trn cc knh truyn hnh chnh Vit Nam ch vi mt thng ip: Number 1 sp c mt ti Vit Nam. Tn Hip Pht u t qung co cho Number 1 nh vy, nhng nhn hiu ny vn thua trn trc Pepsi. Number 1 thnh cng khi nhanh

Mt chuyn gia (khng mun nu tn) cho rng Number 1 thnh cng khi nhanh chng tr thnh mt thng hiu kh ni ting. Tuy nhin, Tn Hip Pht li s dng Number 1 cho qu nhiu sn phm. Hu nh sn phm no ca h cng c logo v ch Number 1, t nc tng lc cho ti sa u nnh, nc cam

chng tr thnh mt thng hiu kh ni ting. Tuy nhin, Tn Hip Pht li s dng Number 1 cho qu nhiu sn phm.

p, nc tinh khit. iu lm long thng hiu ny trn th trng nc ung tng lc. Trong khi , Pepsi phn nh r rng: Pepsi l nc ngt c gas, Aquafina l nc khong, Sting l nc tng lc. Nhn chung, c 3 nguyn nhn khin cho Number 1 gim th phn so vi Sting. Th nht, Tn Hip Pht khng cn ch trng n vic qung co cho Number 1 m chuyn sang tp trung qung b cho sn phm Tr xanh v tr tho mc. Cn Pepsi li mun nh vo th trng nc tng lc v tng cng qung co Sting lin tc, nhm vo gii tr. Nguyn nhn th hai l do Pepsi c h thng phn phi u khp, u cng thy nhn hiu Sting ca Pepsi. Nguyn nhn th ba l s tin dng ca Sting khi c ng trong chai nha ch khng phi trong chai thy tinh nh Number 1. Tuy nhin, Tng Gim c Cng ty Tn Hip Pht, ng Trn Qu Thanh li cho rng Number 1 vn pht trin. Th trng nc tng lc ngy cng c nhiu i th, th trng b chia s, song sn lng ca Number 1 vn tng hn 10% so vi cng k nm ngoi, ng ni. ng cho bit Tn Hip Pht vn pht trin Number 1 nh mt thng hiu chung cho cc sn phm, trong vn ch trng sn phm nc tng lc Number 1. ng Thanh cho rng, tim nng ca th trng nc tng lc vn cn rt ln

Number One thnh cng nh kt hp "thin thi..." Nc ung tng lc NumberOne mi ch xut hin t thng 5 do Nh my Bia v Nc gii kht Bn Thnh sn xut, nhng loi nc ung ny hin c mt hu ht mi tnh, thnh... vt qua mt n anh Red Bull v Lipovitan.

Number One nm trong chin lc a dng ha sn phm ca Nh my Bia Bn Thnh. Trc , cng ty thc hin 1.000 bng thm d th trng v nhn thy nhu cu v nc gii kht khng gas hin ang tng cao. Number One chn dng chai chim lnh th trng dnh cho ngi lao ng vi gi r. Ngoi ra, nh ngi anh em bia Bn Thnh xy dng c knh phn phi kh mnh nn sn phm ny khng tn nhiu cng sc hnh thnh mng li phn phi mi. Ln u tin ra mt cng chng, Number One xut hin bng mt chui cc qung co, mi ln mt hnh nh. hnh thnh tng, Ban gim c thu hn cng ty qung co chuyn nghip thc hin vi chi ph hng trm triu ng. Trong 3 thng qung co, cng ty thng xuyn tung lc lng theo di hiu qu ca hot ng qung co theo ng bi bn: quan st s ngng i ca th trng, quan tm n n tng lu di ca qung co, theo di doanh s bn hng, phn ng ca khch hng sau khi qung co chm dt... Sau khi xy dng mt nhn hiu c ch ng trong ngi tiu dng, Number One cng tung ra nc tng lc lon v tin vo h thng siu th. ng L nh Hun, t vn o to cho nh my, nhn nh: "Sc p ca s cnh tranh rt khc lit, c bit gn y c Coca-Cola cng tung ra nc tng lc ng chai. Nhng vi chng ti, trong kinh doanh mi c hi khai thc u ngang nhau. Ci chnh l phi to c c im ring cho tng sn phm.

Number One cng xy dng c h thng nhn vin chuyn cp nht thng tin th trng, sn phm. ng Nguyn An, Trng phng Kinh doanh, tit l: "Trc y mt thng, chng ti cng bit thng tin s c loi nc tng lc ng chai trn th trng nn c k hoch i ph kp thi. Sp ti, nh my vn tip tc gi gn cht lng sn phm, ng thi nng cao cht lng phc v, gn b hn na vi i l v c nhiu hot ng hu mi hp dn cho i l, khch hng".Red Bull - nc tng lc chnh hiuCp nht 19-6-2005 20:38

Chuyn k rng vo thp nin 80, trong mt chuyn cng tc n Chu , Dietrich Mateschitz pht hin mt th nc tng lc ph bin. Vi thin t v kh nng ci tin sn phm (theo nh ng t miu t), ng mang mt t mu nc ny tr li Chu u cng vi mt sng kin v i.

Sau , cng vi mt mc tiu r rng v nhiu b quyt khoa hc, Dietrich (v hin nhin cng vi nhiu nh khoa hc khng c nu tn khc) khai sinh ra Red Bull Engergy Drink - nc tng lc B Cng. Nm 1997, doanh s bn ra ca Red Bull ln n 1 triu lon, phn ln l nh vo vic tip cn th trng M sau nhiu nm vng quanh Chu u. Nm 1998, doanh s ca Red Bull tng ln n 300 triu lon v ch hai nm sau , Red Bull tuyn b doanh thu ca mnh ln n 1 t USD trn ton cu. Hnh nh hai ch b ta hung hn i u nhau trn nn vng rc ca logo Red Bull th hin mt cch chnh xc sc mnh cng trng v th lc m loi nc ny ha hn s mang n cho khch hng. Hin nhin l thng hiu thng tr hng u trong ngnh, Red Bull quyt nh lun trung thnh vi lnh vc nc tng lc, v kin quyt khng m rng sang bt k lnh vc no khc nh qun bar hay cc loi nc tng lc dng trong th thao. Bn cnh cc hnh thc qung b truyn thng nh TV v radio, Red Bull cn m bm tinh thn mo him cao ca mnh trong vic ti tr cho 138 vn ng vin ca cc mn th thao mo him.

Bn cnh th thao, Red Bull cn ni ting vi nhng s kin ny la khc cng gip tn tui ca Red Bull gi vng v tr thng tr trong lnh vc nc tng lc. The RedBull Music Academy, mt bui hi t ca 50 tay DJ c t chc 2 tun/ln tiBerlin ln u tin vo nm 1998, sau du nhp vo Dublin v lan rng sang New York nm 2001. Bt chp s cnh tranh t hng lot cc i th khc, Red Bull chng t ch c thng hiu Red Bull mi l biu trng ca s giao thoa gia cc khu vc trn th gii th hin qua s ch Red Bull Chu u, M v phn ln cc nc ng v ng Nam . Ti Thi Lan, mt chic o thun Red Bull l ng phc khng th thiu ca cc du khch. Vn e do thnh cng ca Red Bull ngy nay chnh l vic thng hiu ny tn ti trong mt th gii ca khi thuc vo o nh, ca nhng li n i v nhng cu chuyn thi phng. Ngoi mt, cng dng ca Red Bull c miu t l lm tng th lc nhng thc t bn trong, ngi ta r tai nhau nn pha nc ny vi ru. y l mt pht hin ca nhng tay chi Chu u, khi khm ph ra rng nng caffein cao trong Red Bull khi pha vi Vodka s l liu thuc thn gip ngi ta c th tnh to i lm sau mt m n chi x lng. Chnh nh yu t ny a Red Bull n vi th trng M v tr thnh ngi thng lnh ti y. Trong khi Red Bull l gii rng chnh bn thn h khng qung b cho hnh thc pha ch linh tinh ny nhng mt khc, chnh Red Bull l nh ti tr cho cc cuc tranh ti gia cc tay pha ch v phc v ru. Chnh v dnh vo nhng v tic tng n chi nh m, mt s ngi ln n Red Bull l dung dch gy nghin c by bn t do. iu ny mt mt gip tng doanh thu ca Red Bull mt khc li khin cho nhng ngi ch trng bi tr nhng cht gy nghin cha mi di cng kch vo Red Bull. Cc vin chc c Ireland ln Hoa K u c ln a ra lnh cm by bn nc tng lc k c Red Bull sau khi c nhiu tai nn xy ra, trong nc tng lc c xem l tc nhn chnh. Tuy nhin, ngi ta cng khuyn co Red Bull l nguy him chng no th gii tr li cng ham thch Red Bull chng y, dng nh h kho vi nhau rng: N, y mi chnh l nc tng lc tht s cho ti mnh! Tuy nhin, Red Bull cng khng phi tay va. Website redbull.com dnh phn ln ni dung gii trnh v nhng cu chuyn n i v nhng li ph phn v sn phm ca mnh. Mt ng dn mang tn Red Bull - gi thuyt v thc t tr li nhng cu hi i loi nh Red Bull c khi no b cm cha? Ai ln ting t co Red Bull? Red Bull c gy nghin khng? Red Bull c phi l mt loi cht kch thch (doping) hay khng? v.v bng nhng tuyn b chc nch: Cha c mt c quan chc nng no trn th gii pht hin hoc c th chng

minh bt k mt cht gy hi no t Red Bull. Hin ti, ngi v ch tr ca Red Bull trn th trng vn cn c an ton. Khng mt i th no c sc mnh t knh phn phi cng nh t nhng tai ting v s ni lon c th cnh tranh vi Red Bull. Tuy nhin, ch cn mt hoc hai tai nn xy ra - chng hn nh ci cht thng tm ca nhng tr em tui thnh nin v s dng nc tng lc qu liu - c th a Red Bull i xung. Nhng ri nhng cht pha ru s khng bao gi l li thi tr phi cc c quan chc nng c bin php cng rn loi tr cc cht ny.

Nc tng lc lm tng nguy c mc bnh timNhng ngi trng thnh khe mnh ung 2 lon nc tng lc mi ngy c nguy c mc bnh tim v huyt p cao hn mc bnh thng. Kt lun ny da trn nghin cu ca T.S James Kalus (Bnh vin Henry Ford). y l nghin cu c trnh by ti Hi tho khoa hc ca Hip hi Tim mch Hoa K tun ny. Cc nh nghin cu yu cu 15 ngi tnh nguyn trng thnh, khe mnh (gm 8 nam v 7 n, tui trung bnh l 26) ngng s dng cafein t cc ngun khc nhau 2 ngy trc v trong sut qu trnh nghin cu. Vo ngy th nht, nhng ngi tnh nguyn c o huyt p, nhp tim v in tm . Trong nm ngy tip theo, sau khi ung hai lon nc tng lc (c cha 80miligram cafein v 1.000 miligram taurine - mt loi amino axit lm tng huyt p v nhp tim). Cho n ngy th by, cc nh nghin cu bt u lp li cng vic ca ngy u tin. Kt qu so snh trung bnh ngy th nht v ngy th by vi mc cao nht ca 5 ngy gia cho thy: Trong vng 4 gi sau khi ung nc tng lc, huyt p ti a khi tim p tng 7,9% so vi ngy th nht v 9,6% so vi ngy th by. Nc tng lc cha ng, mui, cafein v taurine gip tnh to hn nhng li khng tt cho nhng ngi mc bnh tim. Cng theo cc nh nghin cu, tuy cha r nh hng ca vic tp th thao hoc dng chung ru vi nc tng lc, nhng mi ngi khng nn dng nc tng lc khi chi th thao cng cao. Theo Tin phong/Medical News Today

iu cha bit v lon nc tng lcTh trng nc ung tng lc tr nn nhn nhp vi kh nhiu nhn hiu cnh tranh: "B hc", "S t hc", T gic hc"... Khng hiu khi ung vo lc c tng theo hay khng, nhng thc t cho thy l c nhiu iu ng phi bn xung quanh vn ny. Trong nc tng lc cha t 15-19% ng (ng knh + ng glucose) v trong 15-20 pht lng ng ny s c hp thu vo mu v lm cho bn c cm gic no, kho khon hn. Ngoi ra, trong nc tng lc c cha mt lng ln cht Caffeine (gn tng ng lng cht ny c trong mt ly c ph) v cht Taurine (1000mg/lon 250ml). Hai cht ny "gip" kch thch thn kinh lm

ngi ung c cm gic tnh to, phn ng nhanh hn, nhng hiu ng ny khng ko di, thm ch mt s ngi cn c cm gic bn chn, khng tp trung. Mt s vitamin nhm B c trong nc tng lc, v l thuyt chng c vai tr trong qu trnh chuyn ho cht ng thnh nng lng cho c th. Tuy nhin, vi hm lng trong nc tng lc c em li "lc" thc s hay khng th cha c bng chng khoa hc thuyt phc. Trc mt n ch c tc dng qung co. Pha nc tng lc vi ru mnh - tt hay xu? Cc qun ba, v trng lun s dng chiu thc ny qu khng c g l l. Ngi ung tin rng vic pha ch ny gip gim tc dng ca ru, lm h ung lu say v "ph" hn. Theo khuyn co ca cc nh nghin cu, vic dng nc tng lc pha vi ru mnh cng ging nh vic bn ang li xe: mt chn bn p phanh cn tay kia th nhn ga. iu ny c "tc dng" nh hng n s lu chuyn mu trong c th v bnh au tim ch l mt sm mt chiu. Ung bao nhiu l va? Lng ng trong mt lon nc tng lc vt qu ch tiu khuyn ngh ca cc nh dinh dng. V th bn khng nn ung qu mt lon mi ngy, v ch ung khi bn tht s mt mi, bun ng trong khi cha hon thnh cng vic hay i xa. Nu qu mt v khng mun n, bn nn ung nc tri cy. Loi nc ny s cung cp cho bn nng lng v nhng cht dinh dng cn thit. Nhng ngi b tiu ng nn trnh dng nc tng lc Cc nghin cu gn y cho thy nhng ngi b tiu ng cn trnh cc thc ung cha caffeine, c bit l nhng loi thc ung va cha cafeine va cha ng tinh luyn. Ngi bnh thng khng b tiu ng nu dng cc loi thc ung c s kt hp ny trong thi gian di cng s xy ra tnh trng bo ph hoc tiu ng. Ph n mang thai cng nn trnh dng cc loi nc ny v cht caffeine c nh hng xu n thai nhi. Nu bn c cm gic bn chn khi ung c ph th khng nn ung nc tng lc.

Thc h nc tng lc b ty chayNc tng lc Red Bull ti Vit Nam c an ton?

Thng tin cc sn phm nc tng lc RedBull ca Trung Quc nghi c cha cc cht ph gia c hi gy cng thng, au u, tai, thm ch gy nghin nhng ngy gn y khin ngi tiu dng lo ngi.

Nc tng lc RedBull bn ti siu th Co.opMart ng Hunh L Thi Ha, Chi cc trng Chi cc ATVSTP TP.HCM cho bit, hin Chi cc cho ngi i ly mu nc tng lc ny v xt nghim. Tuy nhin, cng tc kim nghim cc mu vn cha xc nh c thi gian no s c kt qu chnh thc. TP cng cha c thng tin cnh bo ca nc ngoi hay B Y t v loi nc RedBull c cha cht c hi nn s ch kt qu kim nghim chnh xc, sau s c bin php x l. Theo ghi nhn ca phng vin trong thi gian ch kt qu xt nghim t S Y t TP.HCM, ngy 15/2, cc siu th ln trn a bn TP nh Big C, Co.opMart vn by bn v kinh doanh sn phm ny nh bnh thng. Trao i vi PV, b Trn Th Mai Trang, Trng phng truyn thng H thng siu th Co.opMart cho hay: Khi bit c thng tin nc tng lc RedBull bn Trung Quc b cc siu th nc ny ty chay, chng ti lin lc ngay vi RedBull Vit Nam lm r vn . Pha RedBull phn hi li l RedBull Vit Nam v RedBull Trung Quc c sn xut ti 2 nh my hon ton khc nhau. Trong , RedBull Vit Nam c sn xut theo bn quyn ca Cng ty C Pharmaceutial industries Co., Ltd ca Thi Lan. RedBull Vit Nam ha s gi li giy chng nhn ATVSTP do Cc ATVSTP cp n cho siu th, mun nht l vo sng ngy 16/2. Hin siu th vn bn sn phm ny bnh thng vi gi 8.200 ng/lon, b Trang cho bit thm. Bn cnh , mt s ch trung tm trn a bn TP cng vn by bn loi nc gii kht ny nh thng l. Ti ch Bn Thnh (Q.1), c n gn 20 quy kinh doanh n thc ung th quy no cng bn nc tng lc RedBull.

Mt tiu thng cho bit: Loi nc ny gi bn rt chy, ai cng thch ung m gi ch c 15.000 ng/lon thi. Nhng khi chng ti thc mc rng loi nc ny bn Trung Quc ang nghi nhim cht c hi th ch bn hng trn an: Em yn tm, y l ch Trung tm nn khng ai dm bn hng rm u m lo. Nu c vn g, Ban qun l ch s lm vic. V pha ngi tiu dng cng ang hoang mang lo lng khng bit thc h ca v vic ny nh th no. Ch Nguyn Ngc Anh, Q.3 lo ngi: Ti thy loi nc ny hay qung co trn tivi ni c nhiu vitamin v rt c li cho sc khe nn thng mua v cho c nh cng ung. Nhng sau khi nghe thng tin trn bo ch ni nc RedBull bn Trung Quc c vn , gia nh ti cng pht hong v lu nay ung qu nhiu, khng bit c nh hng g khng?. Theo Trung tm Dinh dng TP.HCM, nc tng lc gip ngi ung khe khon, tnh to v d tp trung t tng, gim bt cm gic say ru. Tuy nhin, n c th lm xo trn nhp tim nu nh pha nc tng lc vi mt s loi ru mnh. Trung tm cng khuyn co, tr em, ph n ang mang thai, ang cho b v nhng ngi nhy cm vi cafine u khng nn ung nc tng lc. Ch ung nc tng lc khi tht s cn thit v cng khng nn ung nhiu v ung qu thng xuyn. Theo thng tin bo ch, thng tin t pha Red Bull a ra mi ch l khng nh ca th k Tng gim c cng ty Red Bull : Red Bull Vit Nam v Red Bull Trung Quc c sn xut ti hai nh my hon ton khc nhau. Nc tng lc Red Bull ti Vit Nam l sn phm ca Cng ty TNHH Red Bull Vit Nam sn xut theo bn quyn ca cng ty C Pharmaceutial industries Co., Ltd- Thi Lan. Tt c cc thnh phn c trong sn phm Red Bull Vit Nam ng k trong h s v c Cc An ton v sinh thc phm Vit Nam chp thun. Nhng chng ti vn s tin hnh kim tra sm c thng tin phn hi chnh thc ti ngi tiu dng.