Sữa đậu nành Trisoy

Windows 8 Metro Style

Trisoy

Intergrated Marketing Communication Campaign

April 25, 2014

Ho Chi Minh City

1

II. K HOCH IMC

I. Gii thiu tng quan

1


1. Gii thiu Trisoy

2. Phn tch th trng

5. nh v

4. Insight

3. Khch hng mc tiu

2

Cng ty: Tribeco Bnh Dng - 100% vn nc ngoi do Tp on Uni-President s hu

Ngnh hng: FMCG

Sn phm:

Sa u nnh (Soyamilk)

Nc yn (Bird nest)

Tr b ao (Winter melon tea)

Nc ngt (CSD)

Tr xanh (Tea)

Nc tng lc (Energy drink)

Nc tri cy (Fruit drink)

Jeno


1. Gii thiu Trisoy

3


1. Gii thiu Trisoy

4

Sa u nnh TRISOYc sn xut vi cng ngh trch lc tin tin lu gi hon ho cc thnh phn dinh dng v protein trong ht u nnh; ng thi vn m bo c hng v sa u nnh thm ngon nh truyn thng.

- c sn xut t ht u nnh nhp khu - t Canada 100% t nhin.

- Khng cht bo qun.

- Khng cholesterol.

- Th tch thc 240ml.

Th trng cn rt tim nng, c th vt qua sa bt v sa nc.

500 triu lt

(ng th t th gii)

180 triu lt

t cc sn phm c nhn hiu

320 triu lt

t cc h gia nh nh l, t ch bin


2. Phn tch th trng

5

Vinasoy ang l ngi dn u

Khc


2. Phn tch th trng

6

Sales

VinasoyTn Hip Pht & VinamilkKhc781210

VINASOY Nguyn cht & M en

Fami nguyn cht

Fami Canxi


2. Phn tch th trng

7

Sa u nnh GoldSoy

Sa u nnh GoldSoy CaD

Sa u Nnh Vfresh C ng

Sa u Nnh Vfresh Giu m, Khng ng


2. Phn tch th trng

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Sa u nnh Soya Number One

Sa u nnh + u xanh Soya Number One


2. Phn tch th trng

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9


2. Phn tch th trng

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Fami, VinasoyNgon, snh, mn-Ung khng ngngVfresh Tt cho tim mchGoldsoySa u nnh giu m, tt cho xngNumberone Soya Sng khoi b dng, ly li vc dngGi-3,700/ti giy-27,000/lc 6 hp 180ml-3,400/ti giy-17,800/lc 4 hp 200ml-21,000/hp 1 lt -5,000/ti giy-16,800-21,800/lc 4 hp 200ml-26,500/hp 1 lt-6.000/chai 240ml-21,200/lc 4 hp 250mlPhn phi-Cc siu th, tim tp ho-Cc ca hng tin li-H thng phn phi rng khp Bc Nam-S dng cc knh phn phi sn c ca Vinamilk-Hu ht xut hin cc siu th v ca hng trn ton quc-Chai thu tinh ch xut hin cc i l nc gii kht-Hp giy cha xut hin nhiu cc knh MT, TT ni chungChiu th-S dng nhiu celebrity nh: Tng Thanh H, Hong Phi, cc din vin kch ni,...-Fanpage Hi ngi thch ung sa u nnh Fami v Vinasoy-V khng phi sn phm ch lc ca Vinamilk nn truyn thng vi khch hng cha c ch trng-Thng ip truyn thng nhm n gii tr-Bi ht trong TVC vi s th hin ca V H Trm

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2. Phn tch th trng

Weaknesses

- Th phn thp

- nh v sn phm cha c o

- Knh phn phi cha pht trin

- Cc hot ng promotioncha a dng, ch yu l BTL v chin lc Push.

- Thng dip truyn thng cha r rng v thng nht

SWOT

Strengths

- Thng hiu sa u nnh Tribeco tng c bit n rng ri

- Kinh nghim lu nm ca cng ty trong nghnh hng

- Thit kt dng lon cao cp, ring bit

Threats

Opportunities

- Ngi tiu dng c thi quen ung sa ca cc h t nhn nh v tnh r, tin li v sn c.

- Cc nhn hiu khc c gi thnh kh cnh tranh

- Sn phm ca cc hng khc ang c a dng ha v hng ti nhiu phn khc khc nhau nh gia nh, ph n...Cht lng v sn lng sa c u t nng cao, in hnh l Vinasoy.

- Knh phn phi ca i th a dng t TT ti MT, t ATL ti BTL. Hin nay cc siu th hay tp ha Fami, Vinasoy, Goldsoy, Vfresh ...ang c by bn rng ri.

- i th ln nht l Vinasoy

Cc thng hiu khc nh VNM, Tn Hip Pht c sn phm ch lc khng phi l sa u nnh.

- Quy m th trng cn ln v ngi tiu dng ang quan tm hn n cht lng v sinh an ton thc phm v cc li ch t sn phm thin nhin t thc vt


3. Khch hng mc tiu

Gii tnh: Nam-N

Tui: 18-30

Ni sinh sng: Thnh th, vng ngoi min Nam (t Ph Yn tr vo)

Thu nhp: ABC

Ngh nghip: Sinh vin, nhn vin vn phng, ...

Tnh cch: -Hng ngoi -Nng ng

Thi quen: -Thng xuyn gp g bn b, ngi thn -Quan tm sc kho.

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4. Insight

KHMT cn mt loi thc ung thm ngon, b dng, c thit k bao b tin li, nhng khng km phn tinh t, c th ung mi lc mi ni, lm qu tng nhau hoc xut hin bn cnh nhng bui gp g bn b ca h.

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Em thch sa u nnh. Nhng qun cafe sinh t ton bn chai thu tinh, khng mang i c anh

Anh cng nh tng ch sp my lc,m tng hp giy mang lm qu tng th qu qu

Fact: -Mi ln gp g, tr chuyn vi bn b, KHMT mun mnh c th ung mt loi thc ung thm ngon, b dng, tt cho sc kho. Trong khi cc qun cafe, sinh t thng ch bn dng chai thu tinh, v hu nh khng c bn hp giy.

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5. nh v

nh v:

Sa u nnh lon Trisoy

Nim vui chia s, sc kho dng trn

-nh v theo li ch: Sa u nnh mang b dng, thm ngon, tt cho sc kho

-nh v cm xc: Chia s vi nhau cch gi gn sc kho l mang li nim vui cho mi ngi

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II. K HOCH IMC

1. Mc tiu

3. Cc giai on

6. nh gi & Kim sot

5. Ti chnh

4. K hoch c th

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2. 4Ps

II. K HOCH IMC

1. Mc tiu
Ni DungMc tiuDoanh thu ca mt hng TrisoyTng 20%Li nhunTng 25%Th phnt 6%ROS1/4
Mc tiu doanh thu

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II. K HOCH IMC

1. Mc tiu

Mc tiu thng hiu

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Regular Use

Trial

Preference

Liking

Knowledge

Awareness

8%

20%

70%

35%

55%

30%

II. K HOCH IMC

2. 4Ps

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4Ps

Product

Place

Promotion

(IMC)

Price

Place

II. K HOCH IMC

2. 4Ps

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TT: i l bn l, qun nc, qun caf

=> pht trin thm ca hng chuyn bit, hoc gc chia s vi Trisoy ti cc n v TT.

MT: nhanh chng xm nhp vo siu th, cc ca hng tin dng nh Circle K, MiniStop, Family Mart

II. K HOCH IMC

2. 4Ps

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Product

-Bao b: Lon

n v ng gi: gi nguyn lc gm 6 lon bc giy, thng 18 lon => bo v mi trng, tng mc nhn bit v c th lm qu tng.

-Cht lng: hng v thm ngon truyn thng, 100% protein t nhin, nc ung gii kht b dng => l nc ung thch hp cho nhng cuc tr chuyn v s chia

-Hng v: t ng, khng ng => a dng SKU v p ng nhu cu v m bo sc khe

Price

II. K HOCH IMC

2. 4Ps

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Sn phm cao cp cho gii tr Mc gi: 6.000 8.000 VND/lon. Lc 6 lon: 33.000 40.000 VND/lcHin ti: deal gim gi 42% cho 6 lon (t 95.000/lc xung cn 55.000/lc C th thay th bng hnh thc gim gi 20% t lon th 4, 40% t lon th 10.Wholesaler: chit khu theo thi hn thanh ton, hoc chit khu theo s lng.

II. K HOCH IMC

3. Cc giai on

nh v: Sa u nnh lon Trisoy - Nim vui chia s, sc kho dng trn

Theme idea: Chia s vi nhau cch chm sc sc kho t sa u nnh vi mi ngi.

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II. K HOCH IMC

3. Cc giai on

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IMC

PR

Direct Marketing

Sales promotion

Digital marketing

Advertising

TIMELINE

1

II. K HOCH IMC

3. Cc giai on

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2

3

Ni dung: S chia cng bn, trn vn nim vui

Mc ch: To s t m

Thi gian: 1 thng

IMC:

-PR( Editorial, Advertorial)

-Digital marketing

Ni dung: Nim vui chia s, sc kho dng trn

Mc ch: Cung cp thng tin, nh v nhn hiu

Thi gian: 3 thng

IMC:

-PR: event

-Advertising: TVC, print ad

-Sales promotion

-Direct responses: POSM, sampling

Ni dung: Bn kho, mi ngi cng kho

Mc ch: Cng c v th

Thi gian: 2 thng

IMC:

-PR: sponsorship

-Advertising

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II. K HOCH IMC

4. K hoch c th

S chia cng bn, trn vn nim vui (Pull)

1

Giai on

Giai on 1: S chia cng bn, trn vn nim vui(Pull)

PR-Digital marketing:

Editorial:

Bi vit u nnh tt cho sc kho

Advertorial:

Bi vit S chia cng bn, trn vn nim vui ca Trisoy trn cc tp ch. Ni dung: Nhng cu chuyn theo m tp hm nay rt vui v nhn c mn qu l Trisoy t mt ngi bn, v h rt quan tm sc kho ca mnh.

Cc vloger, celebrity post status hoc quay vlog c nhc v sa u nnh nh l thc ung yu thch ca mnh, tt cho sc kho, mun chia s vi cc bn.

Knh la chn: Bo, Tp Ch, Internet

Media List:

Bo: Th Gii Ph N, Ph N TPHCM, Tip th gia nh, Th gii vn ho, Herworld,...

Phunutoday.vn, webtretho.vn, vnexpress.net, dantri.com.vn

Youtube, facebook

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IMC

PR

Direct Marketing

Sales promotion

Digital marketing

Advertising

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Editorial


Advertorial

Bi vit S chia cng bn, trn vn nim vui

II. K HOCH IMC

4. K hoch c th

PR


1

Giai on



Editorial:


Advertorial:




Media List:



Youtube, facebook

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27

II. K HOCH IMC

4. K hoch c th

Digital Marketing

Mnh l mnh rt chi l thch ung u nnh ...!!!


1

Giai on



Editorial:


Advertorial:




Media List:



Youtube, facebook

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28

II. K HOCH IMC

4. K hoch c th

Nim vui chia s, sc kho dng trn (Push + Pull)

2

Giai on

Giai on 2: Nim vui chia s, sc kho dng trn (Push + Pull)

Advertising: Print Ad + TVC

Print ad: 2 ngi (1 nam 1 na) ang tr chuyn bng lon sa u nnh Trisoy vi v vui ti, kho khn- Sa u nnh lon Trisoy-Nim vui chia s, sc kho dng trn

TVC (30s): pht trin t tng Print ad. Ni dung: ban u nhn vt nam-n ang tr chuyn vi nhau (chia khung hnh lm hai), cui cng mi ngi v l h tr chuyn qua ng b Trisoy.

Knh: TV, Bo, tp ch, OOH

Sales promotion

Trade marketing: gi nhng knh truyn thng bao gm: qun nc, tp ho. ng thi ti cc knh MT + sales promotion (chit khu).

-Personal selling: nhn vin tip th i n cc im phn phi

-Pht dng th min ph sn phm ti cc im trng i hc, siu th

Direct Responses

POSM: brochures, name card, standee,...

PR: t chc Event: Ngy hi Trisoy Nim vui chia s, sc kho dng trn

Mc ch:

-Nng cao hiu bit ca mi ngi v tc dng ca u nnh v s chia b quyt gi gn sc kho t u nnh.

-Tng nhn bit thng hiu v mc hiu nh v ca nhn hng Trisoy.

Thi gian: 12/10/2014

Ni dung:

+Cuc thi nu n vi nguyn liu t u nnh gia ging vin v sinh vin cc trng i hc ln trn a bn TP.HCM

+Trin lm m hnh t lon sa u nnh Trisoy

+Tr chi vn ng.

+Gian hng lm p cho cc bn n t sn phm u nnh: mt n u nnh, tinh cht dng tc t u nnh,...

+m ca nhc

+u gi vt phm, gy qu cho hc bng V chia s l khng gii hn ca Trisoy.

Digital marketing

Cp nht thng tin v s kin trn fanpage, cc website

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IMC

PR

Direct Marketing

Sales promotion

Digital marketing

Advertising

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II. K HOCH IMC

4. K hoch c th

Advertising

Media List

Bo: Tui Tr, Thanh Nin

Tp ch: Tip th gia nh, Th gii vn ho

i truyn hnh: h thng HTV-SCTV


2

Giai on






Sales promotion




Direct Responses



Mc ch:



Thi gian: 12/10/2014

Ni dung:



+Tr chi vn ng.


+m ca nhc


Digital marketing


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Direct Marketing

II. K HOCH IMC

4. K hoch c th

-T chc hot no gii thiu sn phm

-Chp hnh vi in thoi ng b Trisoy cng bn b thng thc Trisoy

Thi gian: 31/8-7/9/2014

a im:

H thng Co.opMart, BigC, LotteMart, Maximart

5 trng i Hc ln


2

Giai on






Sales promotion




Direct Responses



Mc ch:



Thi gian: 12/10/2014

Ni dung:



+Tr chi vn ng.


+m ca nhc


Digital marketing


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II. K HOCH IMC

4. K hoch c th

Mua 01 lc Trisoy

T 21/9

Tng

-Postcard Nim vui chia s, sc kho dng trn

-V tham d Ngy hi Trisoy

Thit k postcard

-Mt trc: Print ad ca Trisoy, nhng c thit k khch hng c th g gng mt ngi mu ra v dn hnh h v bn b vo-Mt sau: Phn ghi li chc ca bn n ngi thn, bn b. Bn cnh l cng dng ca u nnh i vi sc kho

Sales promotion


2

Giai on






Sales promotion




Direct Responses



Mc ch:



Thi gian: 12/10/2014

Ni dung:



+Tr chi vn ng.


+m ca nhc


Digital marketing


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II. K HOCH IMC

4. K hoch c th

PR


2

Giai on

Thi gian: 12/10/2014

Ni dung:

8h-12h

- Cuc thi ch bin cooktail vi nguyn liu t sa u nnh Trisoy gia cc trng i hc ln trn a bn TP.HCM. Cho thc khch thng thc min ph.

- Trng by trin lm m hnh t lon sa u nnh Trisoy

- Gian hng p mt n u nnh, tc t u nnh cho phi p

13h-17h

Ca nhc v u gi vt phm, gy qu cho hc bng V chia s l khng gii hn ca Trisoy.

Ngy hi Trisoy Nim vui chia s, sc kho dng trn

Direct Responses



Mc ch:



Thi gian: 12/10/2014

Ni dung:

+Sng:

Cuc thi ch bin cooktail vi nguyn liu t sa u nnh Trisoy gia ging vin v sinh vin cc trng i hc ln trn a bn TP.HCM.

Trin lm m hnh t lon sa u nnh Trisoy

+Chiu:

Gian hng lm p cho cc bn n t sn phm u nnh: mt n u nnh, tinh cht dng tc t u nnh,...

Tr chi vn ng

+m ca nhc v u gi vt phm, gy qu cho hc bng V chia s l khng gii hn ca Trisoy.

Digital marketing


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33

II. K HOCH IMC

4. K hoch c th

Bn kho, mi ngi cng kho!

3

Giai on

IMC

PR

Direct Marketing

Sales promotion

Digital marketing

Advertising

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-ng ti tr cho cc chng trnh Sc sng mi, Thay li mun ni

-Duy tr TVC 15s

-Cp nht Fanpage thng xuyn

II. K HOCH IMC

4. K hoch c th

Advertising

PR

Bn kho, mi ngi cng kho!

3

Giai on

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Thng 7Thng 8Thng 9Thng 10Thng 11Thng 12EditorialxAdvertorialxDigital marketingxxxxxxPrint adxxxTVCxxxxxEventxSales promotionxxPOSMxxSposorshipxxGiai on 1Giai on 2Giai on 3
II. K HOCH IMC

4. K hoch c th

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II. K HOCH IMC

4. K hoch c th

K hoch d phng

Thi gian: Thng 11-12/2014

Hnh thc:

- Khuyn mi cho ngi tiu dng: Mua 1 lc sa tng km mt cc Trisoy

- Chit khu hp dn cho im bn l, cc knh phn phi thm 2-5%



Editorial:


Advertorial:




Media List:



Youtube, facebook

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II. K HOCH IMC

5. Ti chnh

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M tChi phChi ph vn hnh v qun tr trong 6 thng1.700.000.000 VNDAdverterial v EditorialTp ch, Bo ch v Internet2.240.000.000 VNDEventCuc thi, chng trnh ca nhc, qu hc bng1.500.000.000 VNDTVCChi ph sn xut v chi ph pht sng (HTV7) trong 2 thng4.780.000.000 VNDPOSMName card, Poster, Leaflet, Booklet, ng phc, Brochure, Standee, etc600.000.000 VNDSales PromotionChit khu, qu tng1.500.000.000 VNDDigital MarketingWebsite, Social Media v cc cng c online khc.400.000.000 VNDSponsorshipSc sng mi v Thay li mun ni1.000.000.000 VNDActivation Sampling400.000.000 VNDCh ph d phng ri ro (5%)706.000.000 VNDTng14.826.000.000 VND

II. K HOCH IMC

6. nh gi & Kim sot IMC

1. S lt ngi tham gia cc hot ng: 20.000 ngi

2. S ngi ng vi nhng tnh cht ca Trisoy

3. S lng tin bi c pht hnh/pht sng

4. S cc hot ng ATL v BTL c tin hnh

5. S lng ngi tham gia hoc phn hi cho mi hot ng

6. Phm vi lan truyn thng tin ca sn phm (v a l, v tui)

Trisoy

Intergrated Marketing Communication Campaign

April 25, 2014

Ho Chi Minh City

Thanks!

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Sữa đậu nành Trisoy

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