VanLuong.blogspot.com TrueMilk

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K HOCH TUNG SN PHM MISA TI TH TRUE MILK


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DANH SCH NHM QUN TR MARKETING

STT MSSV H V TN ST EMAIL GHI CH

1 K094071350 Nguyn Vit Anh

2 K094071371 Nguyn L nh 01672452958 [email protected]

3 K094071383 Phm Thanh Hong

4 K094071406 Thi Th Trc Ly

5 K094071431 Th Hoi Phng

6 K094071448 Phm Th Phng Tho

7 K094071451 Nguyn Quang Thng

8 K094071475 Phm Tin Vinh


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TH TRNG SA VIT NAM


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Sa l mt trong nhng ngnh t tc tng trngnhanh nht trong ngnh thc phm Vit Nam

Mc tiu th sa bnh qun ca ngi Vit Nam hinnay l khong 14 kg/ngi/nm

Sn lng sa ch p ng c khong 30% nhu cuni a nu t ch tiu ra n ht nm 2011

Thtrng

sa VitNamrt tim

nng


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Tiu th bnh qun u ngi mt s sn phm sa ti VN giai on 19972009


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C S TUNG SN PHM MI


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Theo con s thng k vo u nm 2011, sn lng sa ch p ng c

khong 30% nhu cu ni a nu t ch tiu ra n ht nm 2011, cnti gn 70% nhu cu v sa, c bit trong l sa nc, vn cha cp ng. C hi cho s thnh cng ca Cng ty TH khi tung ra sn phmTH True Milk l ht scrng m

Tiu dng sa nc tng t 11% nm 2000 ln 35% nm 2009. Nhu cu v

xu hng ca ngnh sa nc s cn tng ln trong nhng nm tip theo.


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D n xy dng nh my sa c xy

dng trn tng din tch 22 ha c vnu t 1,2 t USD (tng ng 24.000t ng), do Ngn hng Bc u tchnh. Cng ty ny cn cng b y ld n c quy m ln nht ngnh sa

Vit Nam cngnh ng Nam .

Sn phm sa c sn xut ra vi cngngh sn xut hin i v v sinh nht.THMilk pht trin n b gm hn 10.000con v d kin t 137.000 con vo nm2017. Cng vo nm ny, nh my chbin ca Cng ty s t cng sut 500 triult/nm, c th p ng c 50% nhu cusn phm sa ca th trng trong nc.


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MC CH V MC TIU SNPHM MI


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I TH CNH TRANH


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Th phn chyu

Dutch Lady VinaMilk

Cc sn phm sa ung bao gm

Sa nc Sa bt Sa u nnh

Th trng Vit Nam hin c khong hn 300 sn phm ca hn 70 cng ty sa

VinaMilk Dutch LadyNutifood

Vit NamNew Zealand Abbott


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Th phn sa ung ca cc cng ty theo doanh thu


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VinaMilk l doanh nghip hng u ti Vit Nam v sn xutsa v cc sn phm t sa

Cng ngh sn xut t chun quc t.

Chim khong 39% th phn ton quc

Khng ngng ci tin sn phm.

Mng li phn phi v bn hng rng khp

Chin lc Maketing v truyn thng rt tt.

Do a dng ha snphm nn VinaMilkcng s phn sc ratrn nhiu mng.

im mnhim yu


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im mnhim yu

Trnh cng ngh cao

Chim khong 35% th phn sa ti Vit Nam

Khng ngng ci tinsnphm, gi sacnhtranh

Mng li phn phi rng ln

C 1 v th thng hiu mnh m

Ngoi sa

nc, Tpon

FrieslandCampina cnkinh doanhsa bt, nn

s phn sc racho 2 mng

ny


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KHCH HNG MC TIU


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N, tui 15 n 35Tp trung t 25 n 35Thuctnglp A,B,C

khu vc thnh th,tptrung cc thnh phln

Sng nng ng, hin i

Quan tm n sc khecabn thn v gia nh


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CC VN V SN PHM


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1. Chng loi sn phm

Sa ti tit trng pha ch thmkhng qu 1%.

2. Tn giTH: True happiness - hnh phc chthc

True Milk: sa sch

Tn gi gn lin vi c tnh ni trica sn phm, tn gi d nh, gy n

tng su m vi khch hng


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3. Chtlng

Sa TH True MILK honton t thin nhin, emn cho ngi dng dng

sa tht s ti sch, tinhty. m bo cc yu tnh mi v, ngt v nguyn cht,


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4. Bao bBao b Tetra Pak cng ngh t Thy in vi cht lng hin i,ph hp vi thi quen dng sa hp giy ca ngi VN

Kch c: Hp 180ml v 110ml

Hnh thc: Trn bao b th hin y cc thng tinCc biu tng, hnh nh c th hin n gin, r rng, ni bt

Trn hp sa th hin r tn TH True Milk vi phng ch muxanh trn nn trng, pha trn hp sa l bu tri xanh


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NH GI BN


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TRUEMART

22.850/ lc

(4 hp180ml)

SIU TH

23.585 / lc

(4hp180ml)

TIU DNG

26.500 /lc

(4 hp180ml)

Li nhun gp/vsp 3.312,5 ng/hp

1. nh gi

2 Chi l i


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2. Chin lc gi

3. Cc chin lc iu chnh gi

TH Truemilk

26.500 ng/lc

(4 hp 180ml)

VinaMilk

22.500 ng/lc

(4 hp 180ml)

Xc nh dng snphm cao cp nn sdngchinlc

nh gi cao nht c th

Li th tch ngunnguyn liu

Khng bnh hngnhiubigi nguynliu

Gi sp ciu chnhtheo hngtngca thtrng chung


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NH HNG BN HNG


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S dng knh phnphi MT, c mt ticc h thng bn lln nh CoopMart,Big C,....Trn k hngti siu th ngay cnh

sn sa VinaMilk sc sn phm ca THMilk.

Xy dng h thngca hng bn l vi28 ca hng TH TrueMart (tnh n ngy30/8/2011).

Cu trc knh phn phididngngin

NH HNG BN HNG


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Mc tiu t 20 triu hp sa trong 6 thng

Thng 1 Thng 2 Thng 3 Thng 4 Thng 5 Thng 6 Tng sn phmTH True Mart 120,000 138,000 240,000 280,000 546,000 750,000 2,074,000

Co.op Mart 500,000 575,000 750,000 875,000 1,050,000 1,250,000 5,000,000

Maxi Mart 180,000 207,000 270,000 315,000 378,000 450,000 1,800,000

Lotte Mart 120,000 138,000 180,000 210,000 252,000 300,000 1,200,000

Big C 400,000 460,000 540,000 630,000 546,000 550,000 3,126,000

Metro 180,000 207,000 270,000 315,000 378,000 450,000 1,800,000

H thng bn l khc 500,000 575,000 750,000 875,000 1,050,000 1,250,000 5,000,000Tng sn phm 2,000,000 2,300,000 3,000,000 3,500,000 4,200,000 5,000,000 20,000,000

NG DN SN PHM MI


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CC CHNG TRNH TIP

TH - TRUYN THNG


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1. Thng iptruyn thngNhngsnphmca TH Milk uti,sch v tinh ty ntthinnhin. Hthng nui b theo cngngh tin tin nht, b c nghenhc, ung nc sch, tm mtmi ngy. Sac cung cpmt

cch hon ton tnhin.


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Thng1

Thng2

Thng3

Thng4

Thng5

Thng6

- VTV3: 19h00, 19h45, 22h15- VTV1: 20h00- HTV7: 21h00

- HN1: 21h00- DRT1: 21h00- di 45s

Nhthng 1 di 30s

- VTV3: 19h00, 19h45, 22h15- VTV1: 20h00- di 30s

Truyn hnh

Cng chng mc tiu: Nhng ngi c thu nhp trung bnh kh tr ln

Phm vi: Tp trung ti cc khu vc kinh t trng im ca c nc

K hoch:

2. Qung co


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Thng1 Thng2 Thng3 Thng4 Thng5 Thng6- TuiTr: trang 10, in mu, nht bo.- Ph N: trang 3, in mu, nht bo- Si Gn Tip Th: trang 7, in mu,

nht bo.- Nng: trang 7, in mu, nht bo.- H Ni Mi: trang 8, in mu, nhtbo

QC trn tun bo

Bo ch

Cng chng mc tiu: Tp trung vo ph n v doanh nhnPhm vi: Cc thnh phlnK hoch:


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Qu 1 (thng 123) Qu 2 (thng 456)

- Ti Nh Vn Ha

- Ti siu th: BigC, Lotteria, Co.op Mart, Maxi Mart- Trcng chnh

Bngqungco ngoi tri

Cng chng mc tiu: MingiPhm vi: Cc thnh phlnK hoch:


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3. Truyn thng ti a im bn

TH

True Mart

Trang tr vi 2 mu ch o l xanh dng + trng Cc LCD chiu lin tc cc TVC qung co sn phm Nhn vin bn hng: trang phc nh nhng nhn vin vt sa b

trong trang tri.

Siu th

Ngay cnh gian hng ca VinaMilk, Dutch lady lun l gian hngca TH True Milk

Trang trk hng nibt, btmt

Ca hngnh,tp ha

Cung cp cho hcc bng rn qung co H tr htrng by snphm


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4. Hotng PR

Trao hc bng chocc em hc sinh

Chi ph 500

triu ng

H tr chngtrnh t thinCng ha nhpyu thng

Chi ph 150

triu ng

T chc chngtrnh Ha s nhTH

Chi ph 500

triu ng

T chc chng trnh Sinh vinlm thng hiu nhm tm kimti nng cho cng ty v a hnhnh ca cng ty n vi sinh vin

Chi ph 100 triu

Ti tr cho

chng trnh"Con lnkhn"


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CHNG TRNH TUNG SN

PHM


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Thc hin khibt u tung sn

phm mi

26/12/2011

Tip th trctip

TH True Mart

Thi gianthc hin:

2 ngy26 -

27/12/2011

a im:h thngca hngTH True

Mart

Treo

bannerqungco

Mingi

n TH

TrueMart sc

ung thsa

Tipth gin tip

Qungco v

chng

trnh trntruynhnh lin

tc 1 tuntrc

Cc knhphtTVC:VTV3,

HTV7,HTV9,HTVC

Gia nh,HN1,

HN2


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Chi ph cho tip th c chngtrnh

5.000.000.000TVC qung co

560.000.000Banner, vt dng ti

cc ca hng 28 x 50 x 2.000.000 =

2.800.000.000Nhn vin tip th

280.000 x 6.625= 1.855.000Chi ph sa

Tng chi ph10.245.000.000

Phn b chi ph marketing ( v: triu) Tng cng Thng 1 Thng 2 Thng 3 Thng 4 thng 5 Thng 6T th h hi 90 000


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Truyn thng nhn hiu 90,000

Qung co TVC 50000 11000 11000 8000 8000 6000 6000

Ti tr 10000 2500 2500 2500 2500

Qung co bo 5000 3000 2000

Internet 8000 2000 2000 1000 1000 1000 1000

Bng hiu 16000 8000 8000

PR 1000 200 300 500

Chi ph cho Agency 3,000

Sn xut TVC 2000 2000

Ph media 600 600

Ph thit k bao b 400 400

Kch hot tiu dng 22,500

Khuyn mi 10000 10000

S kin 10000 5000 5000Pht hng mu 2500 1000 500 500 500

Nghin cu marketing 7,500

Retail audit tracking 2500 600 500 400 400 300 300

Consumer tracking 3000 500 500 500 500 500 500

Consumer insight 2000 500 450 300 250 250 250

Marketing service 3,000

Hi ngh tung hng 1000 1000Hi ch & trin lm 2000 500 500 1000

Tip th knh 24,000

Khuyn mi knh 3000 1500 1500

Trng by 4000 2000 1000 1000

Bng hiu Shop 5000 2500 2500

POSM 5500 1200 1000 900 900 750 750

Thng khuyn khch tung hng 6500 2500 2000 2000

TNG 150,000 38,000 18,950 20,900 30,050 22,300 19,800

STT Ch tiu Nm 1 Nm 2 Nm 3 Nm 4 Nm 51 T h 80 000 000 88 000 000 96 800 000 106 480 000 117 128 000


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1 Tng s sn phm 80,000,000 88,000,000 96,800,000 106,480,000 117,128,000

2 Gi sn phm 26,500 26,500 26,500 26,500 26,500

3 Gross sales (1) 2,120,000,000,000 2,332,000,000,000 2,565,200,000,000 2,821,720,000,000 3,103,892,000,000

VAT 212,000,000,000 233,200,000,000 256,520,000,000 282,172,000,000 310,389,200,000

Chit khu (7%) 148,400,000,000 163,240,000,000 179,564,000,000 197,520,400,000 217,272,440,000

Hng bn b tr li (0,5%) 10,600,000,000 11,660,000,000 12,826,000,000 14,108,600,000 15,519,460,000

4 Net sales( Doanh thu thun) (2) 1,749,000,000,000 1,923,900,000,000 2,116,290,000,000 2,327,919,000,000 2,560,710,900,000

5 Ga thnh sn phm (3) 848,000,000,000 932,800,000,000 1,026,080,000,000 1,128,688,000,000 1,241,556,800,000

% Net sales 48.48% 48.48% 48.48% 48.48% 48.48%

6 Li gp (4) 901,000,000,000 991,100,000,000 1,090,210,000,000 1,199,231,000,000 1,319,154,100,000

% Net sales 51.52% 51.52% 51.52% 51.52% 51.52%

7 Tng chi ph hot ng (5) 699,600,000,000 731,082,000,000 761,864,400,000 768,213,270,000 768,213,270,000

% of Net sales 40% 38% 36% 33% 30%Chi ph tr lng bn hng 34,980,000,000 38,478,000,000 42,325,800,000 46,558,380,000 51,214,218,000

% of Net sales 2% 2% 2% 2% 2%

Chi ph marketing 577,170,000,000 596,409,000,000 613,724,100,000 605,258,940,000 588,963,507,000

% of Net sales 33% 31% 29% 26% 23%

BTL 139,920,000,000 153,912,000,000 169,303,200,000 186,233,520,000 204,856,872,000

% of Net sales 8% 8% 8% 8% 8%

ATL 174,900,000,000 192,390,000,000 211,629,000,000 232,791,900,000 256,071,090,000

% of Net sales 10% 10% 10% 10% 10%

Logistic- Chi ph vn chuyn hu cn 52,470,000,000 57,717,000,000 63,488,700,000 69,837,570,000 76,821,327,000

% of Net sales 3% 3% 3% 3% 3%

Chi ph hnh chnh& tr lng qun l 34,980,000,000 38,478,000,000 42,325,800,000 46,558,380,000 51,214,218,000

% of Net sales 2% 2% 2% 2% 2%

8 EBIT (6) 201,400,000,000 260,018,000,000 328,345,600,000 431,017,730,000 550,940,830,000% of Net sales 11.52% 13.52% 15.52% 18.52% 21.52%


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NH GI HIU QU TUNG

SN PHM MI


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Cch thc nh gi

Kho st, ly phn hi t khch hng, thng k v so snh vimc tiu t ra.

Thi gian nh gi

Vo 2 t: 3 thng v 6 thng sau tung snphm

Phm vi v i tng

khch hng v cc im bn l khu vc mc tiu nh H Ni vTP HCM.


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D BO NHNG RI RO V

GII PHP KHC PHC


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Ri ro 1

Khng chim c th phn nh mc tiu a ra

ra mt chin lc lu di v gi, gi c n vi ngi tiu

dng s hp l hn khi giai on 1 can hon tt

Vi gi bn cao hn i th cnh tranh, TH True Milk

ra chin lc chiu th v nh v sn phm tp trung, gyn tng vi khch hng bi cng ngh sn xut hin i v

v cng hp v sinh


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C th khng c cc knh bn l ngh, ph th trng cha cao nh

mong i

y nhanh mc bao ph vichui ca hng True Mark trong khivn tip tc y hng n cc h thngbn l ln nh Co.opMart, Big C, Maxi

Mark,..

Ri ro 2


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Ri ro 3

Cc iths tin hnh tng mc ph sng truynhnh. TH True Milk c th s khng to c n

tng, ting vang nh mong mun

Hng gii quyt ca TH True Milk l sp xp qungco sa TH True Milk ngay sau qung co sa caVinaMilk gy n tng cho khn gi truyn hnh


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Ri ro 4

Nh my sa TH True Milkcha th khai thc ht cng sutdo cha hon thnh trong giai

on u tung ra sn phm

Ban lnh o ang xc tin nhanh k hoch v tp trung thmnhn lc hon thnh d n nh my c th khai thc hiuqu nht nh my, c c ngun nguyn liu sa cht lng v

an ton


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CM N THY V CC BN

LNG NGHE

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