VanLuong.blogspot.com OmaChi

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    L/O/G/O

    GVHD: Th.S LngLng

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    Giithiuv cng ty Masan v snphm mOmachi

    Khochtruyn thng snphm m Omachi

    Mc tiu truyn thng

    itngtruyn thng

    Thng iptruyn thng

    Knh truyn thng

    Ngn sch truyn thng

    Khoch chi tit

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    Nm 2003, Cng ty cphnThngmiMasan thnh lp

    Thng 12 nm 2008, Cng ty cphnthngmi Masan i tn thnh Cng ty

    cphnthcphm Masan (MASANFOOD)

    Cng ty chuyn snxutncchm, giav, m nlin, ht nm v cc loithc

    phmng gi khc

    Trong sut qu trnh hotng, MasanFood pht trinmththng phnphiniarngln, vign 120.000 im bnhngphkhp 63 tnh thnh Vit Nam

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    Omachi l snphm m nlinu tin tiVit Nam c si khoaity

    Ngy 18.6.2007, bnloi m khoaity u tin ca Omachi xuthin trn thtrng.

    M khoai ty Omachi c bn gi l6.000/gi, 165.000/thng (30gi); c mt hn 100 thnh ph,th x, thtrn v tht Vit Nam

    Cc knh phn khi chnh l siuth, ch v cc timtp ha

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    V doanh s: t 400 tngXy dngthnghiu:

    Thphn gi tr: t 25% thphn gi tr

    (45% trong phn khc m cao cp)

    Thphnsnlng: tt 15% n 20% nhnbitsnphm: 30%

    Mc tiu truyn thng:

    Ratings t 20% Effective Frequency: 2+

    Effective Reach: 50% 3+

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    Gm cc itng sau y:

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    Si m ca Omachi c chacht kukoamine c tc dng

    lm p da, cha thm qun, ci thin sc khe, gip ng

    ngon hn v lm h ng huytDngcht khoai ty c chcnng phng chng vim

    gan B v chngcm cm hiuqu

    p dng cng ngh chin cbit cho ra nhngvt m

    Omachi c mu vng t nhin, khng nhumphm mu chi (nhE102)

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    Cc phngtintruyn thng csdng bao gm:

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    Qung co truyn hnh (TVC):Trn cc knh sau:

    Cc knh caTHVN: VTV3, VTV6 Cc knh truyn hnh aphng: HN1, HN2, HTV7, HTV9

    Cc knh truyn hnh cp: SCTV15, SCTV16, VTC1

    Ni dung:Qung co cchn l muqung co 30s; mangkhng khm cng, sung tc ca ngy TtctruynVit Nam.Ni dung qung co thhinc thng ipct li casnphm, qung co s c s tham gia ca 1 chuyn gia v dinhdnghoc 1 nghsnitingkhngnhchtlngsn

    phm trong tm trngi tiu dng.Ni dung qung cophi lmnibtcnhng thng iptruyn thng cp.

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    Qung co truyn hnh (TVC):Vkhoch pht sng:

    Knh T 01/01/2012 n31/01/2012

    T 01/02/2012 n15/02/2012

    VTV3 Pht sng lin tc Pht sng lin tc

    VTV6, HN1, HN2,HTV7, HTV9

    2 ngy mtln 3 ngy mtln

    SCTV15, SCTV16VTC1 3 ngy mtln 3 ngy mtln

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    Qung co trn bo, Internet:Qung co trn bo Tuitr

    ,Cm nang mua smv Thgiiphn

    Qung co trn 3 trang web:24h.com.vn ,news.zing.vn

    & kenh14.vn

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    Qung co Indoors:Ti cc hthng siu thlnnh Big-C, Co.op Mark,Citimart, Maximark

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    c tnh cthnhng chi phcn c cho chindchtruynthng, nhm thchin 2 bng:

    Bng phn b ngn schMarketing (vt: triung)

    Bng chi ph truyn thng dtnh (vt: triung)

    Phn b chi ph Marketing Thng 1 Thng 2 Thng 3 Tng cng

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    Phn b chi ph Marketing Thng 1 Thng 2 Thng 3 Tng cng

    Truyn thng nhn hiu 12640 6000 1730 20370

    Qung co TVC 30s 11400 3300 14700

    Ti tr

    Qung co bo 640 1200 1130 2970

    Bng hiu 600 1500 600 2700

    PRChi ph cho Agency 500

    Sn xut TVC

    Ph Media 500

    Ph thit k bao b

    Kch hot tiu dng 11300 7875 1640 20815

    Khuyn mi 6800 3455 1640 11895

    S kin 4500 4420 0 8920

    Pht hng mu

    Nghin cu Marketing 98 26 111 235

    Retail Audit Tracking 50 70 120

    Consumer Tracking 30 25 55

    Consumer Insights 18 26 16 60

    Marketing Services 110 300 225 625Hi ngh tung hng 110 300 110

    Hi ch v trin lm 225 225

    Tip th knh 140 140

    Khuyn mi knh

    Trng by

    Bng hiu Shop 140 140

    POSM

    Thng khuyn khch tung hng

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    Chi ph truyn thng dtnh:Da vo tl doanh thu dkintc trong 3 thngthchinkhochtruyn thng: chim 8% doanh thukhong 32 tng

    Tngcng chi ph khong 20,87 tng, t hn so vid tnh ban u l 11,13 tng. khontin ny s dnhcho cc chi ph pht sinh.

    Phngtin Thng 1 Thng 2 Thng 3 TngcngTVC 11400 triu 3300 triu 14700 triu

    Bo, Internet 640 triu 1200 triu 1130 triu 2970 triuIndoors 600 triu 1500 triu 600triu 2700 triu

    Ph thu cng ty

    truyn thng500 triu

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    Cng ty s thu cng ty Royal media thitk TVC, diy l nidung gi dchv m cng ty chng ti chn (ngun:http://www.royalmedia.com.vn)

    1.Kchbn (s ln 05 kchbni tc lachn/chnhsa theo yu cucai tc)2.V hnh minh hakchbn

    3.Tchcsnxut (odin, has, m thanh, nh sng, my quay chuyn nghip,n, tchcsnxut, casting din vin, nhipnh, lngting, coff..)4. Sng tc ca khc/on ca khc/nhchiubnquyn cho qung co5. Din vin (din vin innh/din vin hi niting, ngimuniting,casniting )6. V 3D nhngphngiithiu tn doanh nghip/snphm/logo (tia 15 giy hnh v 3D/TVC)7.ng k bnquynqung co cho doanh nghip8. Cng ty htrtruyn thng trn Website, cc dinn khch hng thn thit;

    tng 300 a in DVD snphm TVC min ph; tng 3 log TVC: 30 giy; 20 giy; 10 giy.ng bi qung co min ph trn bo Tp ch gio dcnghthut trong vng 1 nm,bo Cm nang mua sm trong vng 6 thng; bo Thgiiphn trong vng 4 thng;tng 1 giao din Website mi theo thitkng.9. Huk: Kthut vin ngi Singapore hoc Thi Lan10. Mc gi: 350 000 000 - 600 000 000 VN

    Th 1 Th 2 (t 01/02 15/02/2012)

    http://www.royalmedia.com.vn/http://www.royalmedia.com.vn/
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    Knh

    Thng 1 Thng 2 (t 01/02 n 15/02/2012)

    Ngn sch Hnh thc Sln Ngn sch Hnh thc Sln

    VTV3 9 tng Lin tc

    trong ccngy

    Mi ngy 5

    ln (2 sng,3 ti)

    2,1 tng Lin tc

    trong ccngy

    Mi ngy 4

    ln (2sng, 2 ti)

    VTV6 450 triu 2 ngymtln

    Mi ngy 2ln (1 sng,1 ti)

    150 triu 3 ngymtln

    Mi ngy 2ln (1sng, 1 ti)

    HN1,HN2

    Lnlt l600 triu v240 triu

    2 ngymtln

    Mi ngy 2ln ( 1 sng,1 ti)

    Lnlt l200 triu v80 triu

    3 ngymtln

    Mi ngy 2ln (1sng, 1 ti)

    HTV7,HTV9

    NS miknh l 525

    triu

    2 ngymtln

    Mi ngy 3ln (1 sng,

    1 tra, 1 ti)

    NS miknh l 175

    triu

    3 ngymtln

    Mi ngy 2ln ( 1 tra

    1 ti)SCTV15SCTV16

    Lnlt l160 triu v175 triu

    3 ngymtln

    Mi ngy 2ln ( 1 sng,1 ti)

    Lnlt l80 triu v85 triu

    3 ngymtln

    Mi ngy 2ln ( 1sng, 1 ti)

    VTC1 190 triu 3 ngy

    mtln

    Mi ngy 2

    ln ( 1 sng,1 ti)

    95 triu 3 ngy

    mtln

    Mi ngy 2

    ln (1sng, 1 ti)

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    T 11h45 n 12h T 19h50 n 20h

    T 21h n 23h

    V khung giqung co cthcami knh,cng ty squytnh sau khi tham kho kinca Cng ty

    royal media tcmc tiu truyn thng nh mong mun.

    Tuy nhin, theo d tnh ca cng ty th s pht QCvo 3 khung gi chnh l:

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    ivitp ch Cm nang mua sm, Thgiiphn sng bi lin tc trong cc k

    ivi bo Tuitr: ngqung co 2 ngy 1 ln trongsuttkhuyn mi. V tr c trang, kch c 260mmx375mm,vi gi 65 triu. (Ngun: http://quangcao.tuoitre.vn/Bang-gia-quang-

    cao/index.html)

    http://quangcao.tuoitre.vn/Bang-gia-quang-cao/index.htmlhttp://quangcao.tuoitre.vn/Bang-gia-quang-cao/index.htmlhttp://quangcao.tuoitre.vn/Bang-gia-quang-cao/index.htmlhttp://quangcao.tuoitre.vn/Bang-gia-quang-cao/index.htmlhttp://quangcao.tuoitre.vn/Bang-gia-quang-cao/index.htmlhttp://quangcao.tuoitre.vn/Bang-gia-quang-cao/index.htmlhttp://quangcao.tuoitre.vn/Bang-gia-quang-cao/index.htmlhttp://quangcao.tuoitre.vn/Bang-gia-quang-cao/index.htmlhttp://quangcao.tuoitre.vn/Bang-gia-quang-cao/index.html
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    Knh Thi gianng Vtr Kch

    thcChias

    Gi

    3 thng Hot Bannertrn trang

    ch

    336 x 140 3 80 triung/thng

    2 tunuthng1&3,ht thng 2

    Rightbanner 2trn trang

    ch

    300 x 250 3 22 triung/tun

    2 tunuthng1&3,ht thng 2

    Rightbanner 2trn trang

    ch

    300 x 250 3 22 triung/tun

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    Qung co Indoors:Xuthin trong cc hthng

    siu th trong khongthi gian 2tunu tin ca thng 1, thng2&3 snght thng

    Tp trung chyu cc siu thc ltngi cao trong thng

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    Khuyn mi:Cng vivickhngnhchtlngsnphm trong tm trngi tiu dng; trong dpTt Nhm Thn, cng ty s tung ratkhuyn mi.tkhuyn mi sctruyn thng trncc knh TVC, bo (bo TuiTr), Internet vigiithng

    nh sau:Giicbit: 3 quKhoai ty vng tr gi 1,5 tngmiqu

    Giinht: 10 a vng tr gi 200 triumia

    Gii nh: 30 Cy a vng tr gi 100 triumigii

    Gii ba: 1000phiu mua hng min phca

    Masan tr gi 500.000 ngmigii

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    Public Relation (PR):Sau hingh, s lin hvitp ch Thgiiphn v

    Cm nang mua sm vit bi phn tch. Trong , cnnhnmnhnhng thnh cng m hinghtccngnh l cam kt xy dng hnh nh m Omachi c chtlnghon ho trong tm tr ngi tiu dng

    Thi gian ng: ttc cc k trong thng 2 & 3

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    STT H v tn MSSV Mail nhm trng

    1 Bi Minhc K094071373 [email protected]

    2 TrnKhc Hng K094071386

    3 NguynTn Khnh K094071394

    4 V ThML K094071397

    5 Nguyn Bnh Minh K094071407

    6 Trn L ThKiu Oanh K0940714277 Phm Duy Quyn K094071438

    8 Phm Hong Thng K094071450