ĐỒ ÁN TRUYỀN THÔNG_qc02a

8/7/2019 N TRUYN THNG_qc02a

1/35

VIETHANIT n mn hc

LI M U

Trong th k 21, giao thng quc t tr thnh mt b phn khng th thiu

ca nn kinh t th gii. Th gii ang tr nn phng hn mt th k trc , nh

cng m ra nhiu c hi v c thch thc cho cc quc gia mong mun hi nhp.Trc tnh hnh , s ra i ca cc tp on a quc gia phn no rt to ra nhiu

c hi cho cc nc ang pht trin tin ln mt nn sn xut cao hn, a t nc

snh ngang cng cc cng quc. CocaCola l mt trong s . Ra i cch y hn 1

th k, CocaCola v ang tng bc khng nh chnh mnh bng cch vn xa

hn, m rng phm vi hot ng trn ton th gii. Nm bt c nhng c hi, tp

on ny thc s khng nh c chnh mnh trn sn chi kinh t ton cu. Tuy

nhin, khng phi ci g cng hon ho. Tp on ny cng khng ngoi l, cn vng

phi mt s thiu st trong qu trnh hot ng. Nhm nhn thy cng ty cn thiu st

trong hot ng truyn thng c ng mt s lnh vc nh: khuyn mi, qung co,

Bng lng kin thc c cung cp trong mn hc, nhm chng em ng

trn quan im ca mnh xy dng nhng hot ng truyn thng ca CocaCola,

nhm tm ra c nhng phng php thch hp gip cng ty gii quyt sai st camnh.

Ni dung ca phn xy dng truyn thng gm 3 phn:

Phn I: GII THIU V CNG TY

Phn II: GII THIU SN PHM CA CNG TY

Phn III: XY DNG CHNG TRNH TRUYN THNG C NG

CHO CNG TY COCA COLA TI VIT NAM.

Trong qu trnh lm n mc d nhm c gng nhng vn cn nhiu thiu

st. V vy, chng em mong nhn c s ch bo ng gp ca kin ca c Thanh

Hoi chng em c th hon thin kin thc hn. Chng em xin chn thnh cm n

c!

NHM II trang 1


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VIETHANIT n mn hc

MC LC

LI M U.............................................................................................................1

MC LC...................................................................................................................2

DANH MC BNG BIU.........................................................................................4

PHN I .GII THIU V CNG TY .....................................................................5

1.1. Lch s pht trin:............................................................................................5

1.1.1. Lch s cng ty coca cola ton cu:............................................................5

Tri qua hn 100 nm k t ngy thnh lp, Coca-Cola vn lun phn chiu

nhng bc chuyn ca thi gian, lun bt nhp vi nhng i thay cha tngthy ca ton cu. T Chu u, ni mt th trng hp nht ang mang n

nhng c hi ht sc hp dn, n Chu M La-tinh, ni nhng nn kinh t

ang hi phc cho php khai thc nhng tim nng y ha hn, Coca-Cola

lun th hin s li cun tuyt vi. Th k trc chng kin nhng bc tin

ngon mc trong lch s nhn loi. Th k ny tip tc ha hn nhng pht

trin trng i hn na. V trong nhng giai on bin chuyn , vn lun

lun c mt s bt bin rng nhu cu gin n ca mi ngi c gii kht

cho sng khoi , ang v s c Coca-Cola p ng tt hn bt k sn

phm no khc tng c to ra. T tin bc ti th k mi, Coca-Cola vn s

l biu tng trng tn, mt biu tng v cht lng, s chnh trc, gi tr,

sng khoi v nhiu hn th na.............................................................................5

1.1.2. Lch s pht trin coca-cola ti Vit Nam..................................................6

1.2. Lch s thng hiu Coca-Cola........................................................................7

1.3. Tr s chnh: Ti Vit Nam..............................................................................7

1.4. Logo ca cng ty................................................................................................8

PHN II: GII THIU SN PHM CA CNG TY...........................................9

2.1. Dng sn phm Samurai: .................................................................................9

2.2. Dng sn phm nc cam p c tp Minute Maid Splash ...........................10

2.3. Sn phm Fanta Fun c o....................................................................11

NHM II trang 2


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VIETHANIT n mn hc

2.4. Sn phm Sprite...............................................................................................11

2.5. Dng sn phm Thums up.............................................................................12

2.6. Dng sn phm Diet Cook:.............................................................................12

2.7. Dng sn phm New Coke .............................................................................13

PHN III. XY DNG CHNG TRNH TRUYN THNG C NG CHO

CNG TY COCA COLA TI VIT NAM.............................................................15

3.1. Thc trng hin ti ca cng ty......................................................................15

3.1.1. Hot ng kinh doanh hin ti ca cng ty..............................................15

3.1.2. Hot ng Marketing................................................................................16

3.1.3. Cc cng c truyn thng hin ti ca cng ty.......................................18

3.1.3.1.Quan h cng chng (PR).....................................................................18

3.1.3.2. Qung co............................................................................................22

3.2. Xy dng chng trnh truyn thng cho sn phm nc gii kht Coca

Cola .........................................................................................................................22

3.2.1. Th trng mc tiu ca coca-cola...........................................................22

3.2.2. Xc nh cng chng mc tiu..................................................................23

3.2.3. Thit k thng ip....................................................................................23

3.2.3.1. Ni dung ca thng ip:.....................................................................23

3.2.3.2. Cu trc ca thng ip......................................................................23

3.2.3.3. Hnh thc ca thng ip....................................................................24

3.3. La chn phng tin truyn thng...............................................................24

3.3.1. Qung co...................................................................................................24

3.3.3.1. Qung co trn truyn hnh................................................................25

3.3.3.2.Qung co trn bo v tp ch.............................................................27

3.3.3.3.Qung co trn internet........................................................................28

3.4.Quan h cng chng (PR).................................................................................29

NHM II trang 3


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VIETHANIT n mn hc

3.5.Khuyn mi.......................................................................................................32

3.5.1.Chit khu...................................................................................................32

3.5.2.Rt thm trng thng..............................................................................32

3.6. Trin khai nh gi..........................................................................................33

KT LUN...............................................................................................................34

TI LIU THAM KHO........................................................................................35

DANH MC BNG BIU

Bng 1. Ngn sch quay qung co.........................................................................25

Bng 3. Ngn sch qung co trn bo....................................................................28

Bng 4. Ngn sch qung co trn internet............................................................29

Bng 5. Tng ngn sch dnh cho qung co.........................................................29

Bng 6. Ngn sch PR...............................................................................................31

Bng 7. Ngn sch khuyn mi................................................................................32

NHM II trang 4


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VIETHANIT n mn hc

PHN I .GII THIU V CNG TY

1.1. Lch s pht trin:

1.1.1. Lch s cng ty coca cola ton cu:

Tri qua hn 100 nm k t ngy thnh lp, Coca-Cola vn lun phn chiu

nhng bc chuyn ca thi gian, lun bt nhp vi nhng i thay cha tng thy ca

ton cu. T Chu u, ni mt th trng hp nht ang mang n nhng c hi ht

sc hp dn, n Chu M La-tinh, ni nhng nn kinh t ang hi phc cho php

khai thc nhng tim nng y ha hn, Coca-Cola lun th hin s li cun tuyt vi.

Th k trc chng kin nhng bc tin ngon mc trong lch s nhn loi. Th

k ny tip tc ha hn nhng pht trin trng i hn na. V trong nhng giai on

bin chuyn , vn lun lun c mt s bt bin rng nhu cu gin n ca mi

ngi c gii kht cho sng khoi , ang v s c Coca-Cola p ng tt hn

bt k sn phm no khc tng c to ra. T tin bc ti th k mi, Coca-Cola vns l biu tng trng tn, mt biu tng v cht lng, s chnh trc, gi tr, sng

khoi v nhiu hn th na.

- 08/05/1886: ti Bang Atlanta Hoa K, mt dc s tn l John S. Pemberton

ch ra mt loi sy-r c hng thm c bit v c mu caramen, cha trong mt bnh

nh bng ng. ng em chic bnh ny n hiu thuc ca Jabco, hiu thuc ln nht

Atlanta thi by gi v cho ra mt cng chng vi gi 5 xu mt cc. Ngay sau

ngi tr l ca John l ng Frank M. Robinson t tn cho loi sy-r ny l Coca-

Cola.

NHM II trang 5


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VIETHANIT n mn hc

- 1891:ng Asa G. Candler mt dc s ng thi l thng gia Atlanta nhn

thy tim nng to ln ca Coca-Cola nn ng quyt nh mua li cng thc cng nh

ton b quyn s hu Coca-Cola vi gi 2,300 USD.

- 1892:Candler cng vi nhng ngi cng tc khc thnh lp mt cng ty c phn

ti Georgia v t tn l Cng ty Coca-Cola.

- 1893: Thng hiu Coca-Cola ln u tin c ng k quyn s hu cng

nghip.

- 1897: Coca-Cola bt u c gii thiu n mt s thnh ph Canada v

Honolulu.

- 31/01/1899: Mt nhm thng gia gm Thomas & Whitehead cng vi ngnghip J.T. Lupton nhn c quyn xy dng nh my ng chai vi mc ch

ng chai v phn phi sn phm Coca-Cola n khp mi ni trn nc M.

- 1919: nhng ngi tha hng gia ti ca Candler bn Cng ty Coca-Cola cho

Ernest Woodruff, mt ch ngn hng Atlanta. Bn nm sau, Ernest Woodfuff c

bu lm Ch Tch iu Hnh Cng Ty, bt u su thp k lnh o v a Cng ty

Coca-Cola n mt tm cao mi m khng mt ngi no c th m thy.

- 1906: nh my ng chai u tin c thnh lp Havana, Cuba. n thi im

ny sau hn 100 nm thnh lp v pht trin, Coca-Cola c mt hn 200 nc

trn th gii.

1.1.2. Lch s pht trin coca-cola ti Vit Nam.

-- 1960: Ln u tin Coca-Cola c gii thiu ti Vit Nam.

-- Thng 02 /1994: Coca-Cola tr li Vit Nam v bt u qu trnh kinh doanh ludi.

-- Thng 08/1995: Lin Doanh u tin gia Coca-Cola ng Dng v cng ty

Vinafimex c thnh lp, c tr s ti min Bc.

-- Thng 09/1995: Mt Lin Doanh tip theo ti min Nam mang tn Cng ty Nc

Gii Kht Coca-Cola Chng Dng cng ra i do s lin kt gia Coca-Cola v

cng ty Chng Dng ca Vit Nam.

NHM II trang 6


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VIETHANIT n mn hc

-- Thng 1 nm 1998: Thm mt lin doanh na xut hin ti min Trung - Coca-Cola

Non Nc. l quyt nh lin doanh cui cng ca Coca-Cola ng Dng ti

Vit Nam, c thc hin do s hp tc vi Cng ty Nc Gii Kht Nng.

-- Thng 10/1998: Chnh Ph Vit Nam cho php cc Cng ty Lin Doanh tr thnh

Cng ty 100% vn u t nc ngoi. Cc Lin Doanh ca Coca-Cola ti Vit Nam

ln lt thuc v quyn s hu hon ton ca Coca-Cola ng Dng, v s thay i

ny c thc hin trc tin bi Cng ty Coca-Cola Chng Dng min Nam.

-- Thng 03-08/1999: Lin doanh ti Nng v H Ni cng chuyn sang hnh thc

s hu tng t.

-- Thng 06/2001: Do s cho php ca Chnh ph Vit Nam, ba Cng ty Nc Gii

Kht Coca-Cola ti ba min hp nht thnh mt v c chung s qun l ca Coca-

Cola Vit Nam, t tr s ti Qun Th c Thnh Ph H Ch Minh.

-- T ngy 01/03/2004: Coca-Cola Vit Nam c chuyn giao cho Sabco, mt

trong nhng Tp on ng Chai danh ting ca Coca-Cola trn th gii.

1.2. Lch s thng hiu Coca-Cola.

Coca-Cola (cn c gi tt l Coke) l nhn hiu nc ngt c ng k

nm 1893 ti M. Cha ca Coca Cola l mt dc s v theo cch hiu ca ngi

dn M thi k Coke (Coca Cola) l mt loi thuc ung. Sau ny, khi mua li

Coca Cola, Asa Candler - Nh lnh o ti ba bc nht ca Coca Cola bin chuyn

suy ngh ca ngi dn nc M v hnh nh ca Coca Cola. ng cho nhng ngi

tiu dng ca mnh hiu th "thuc ung" Coke l mt loi ung ngon lnh v ti

mt. Cho n ngy nay, Coca Cola vn trung thnh vi tiu ch ny ca hng. Hnh

dng chai Coca-Cola c ng k bo h nm 1960.

Ci tn Coca-Cola xut pht t tn l coca v qu cola, hai thnh phn ca nc

ngt Coca-Cola. Chnh iu ny lm Coca Cola c thi k khuynh o v ngi ta

quy kt Asa Candler l ngi n ng gy nghin ca th gii. Hin nay Coca-Cola

tr thnh hng nc ngt ni ting th gii vi rt nhiu sn phm a dng nh Coca-

Cola Light (hay Diet Coke- Coca king), Coca-Cola Cherry...

1.3. Tr s chnh: Ti Vit NamTn cng ty : Cng Ty TNHH Nc Gii Kht COCA-COLA Vit Nam

NHM II trang 7


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VIETHANIT n mn hc

Tn cng ty (English): COCA-COLA Beverages Vietnam Ltd

a ch: 485 H Ni, Q.Th c, TP.HCM

in thoi: 08.38961000

Fax: 08.38972831

Email: [email protected]

Website: http://www.coca-cola.com.vn

Ngnh ngh kinh doanh :kinh doanh nc gii kht.

1.4. Logo ca cng ty

Coca-Cola l hng nc ngt ph bin nht trn th gii. c sn xut bi

cng ty Coca-Cola, n c bn rng khp trn hn 200 nc v thng c nhc

n vi ci tn n gin Coke.

Khi John Pemberton ln u tin pht minh ra ci c gi l ru coca vo

cui th k 19, d nh ban u ca ng ch xem n l mt sng ch y hc, nhng

sau Coca-Cola c nh hng ln n th trng nc ngt trong c thp k .

Logo Coca-cola, cng nh thng hiu ca cng ty, c nh gi l d nhn bit

nht trn th gii.

Mu logo Coca-cola u tin c thit k vo nm 1885 bi ngi ng

nghip ca John Pemberton v th th Frank Mason Robinson. Vi tng 2 ch C

trng s rt p trong qung co, Robinson a ra ci tn Coca-Cola v dng kiu

ch tho ca n lm logo cho hng.

NHM II trang 8
http://www.coca-cola.com.vn/http://www.coca-cola.com.vn/


9/35

VIETHANIT n mn hc

Vic s dng nn ch, mu Spencerian, c pht trin t gia th k 19 v

c nh hng ln n loi hnh ch vit tay trang trng m trong sut giai on .

S phi hp gia mu trng v mu trong mu logo Coca-Cola gi c s gin

d v c o quyn r nhng tm hn tr trung. Ngay c hnh dng chai Coca-Cola

cng tng trng cho Lng nhit huyt tui tr chu M. K t , nhiu thit k

mu dng cho Coca-cola c a ra trong sut c thp k qua. Nhng ph bin

nht trong nhng nm hong kim 1915 vn l kiu dng chai c cong vi ci tn

contour bottle- c eo, v c bit nhiu nht l kiu chai hobble skirt-g nhp

nh. D c chi tit thit k sai st nh cacao pod, kiu dng cng nh logo Coca-Cola

c rt a chung v thng c nh gi l mu thit k tuyt vi nht.

PHN II: GII THIU SN PHM CA CNG TYT nhng ngy u tin, Coca-Cola lun l mt phn khng th thiu

c trong cc s kin ln M v khp trn ton th gii. Cng ty xy dng cc

nh my ng chai ti 64 im khu vc Chu u, Chu Phi v Thi Bnh Dng.

Vi n lc trong chin tranh ny gip cng ty tin xa hn th trng Bc M, khng

nh c v th ca tp on vi s pht trin ln mnh thn tc sau chin tranh th

gii II.Nhng ct mc lch s quan trng ca CocaCola trong 25 nm bao gm s

xm nhp th trng Lin bang X Vit, s xut hin tr li sn phm ca CocaCola

ti Trung Quc vo nm 1979, v s c mt ca CocaCola trong nhim v phng tu

con thoi Thch thc (The Challenger) nm 1985.

Tnh n nay, CocaCola cho ra mt hn 300 nhn hiu nc gii kht

khc nhau nh Sprite, TAB, Fresca, Diet Coke, Surge, PowerAde, Mr. Pibb, nc lc

ng chai Barq's, Dasani hay dng nc qu

p Minute Maid.....

2.1. Dng sn phm Samurai:

Thm nng lng chin u. Sn phm

Samurai c 2 loi bao b: chai thy tinh

240ml v lon (250ml v 330ml) c b sung

6 Vitamin thit yu vn c ngi tiu

NHM II trang 9


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VIETHANIT n mn hc

dng n nhn v la chn; Nay khoc ln thit k mi lm tn vinh v nam tnh,

mnh m v hin i ca Samurai.

Vi s nhn bit mi ngy l mt cuc chin t gii tr, t tr li ln ny

ca nc tng lc Samurai c mang mt hnh nh mi v mt tinh thn mi. Quyt

lit, mnh m, y nam tnh, sn sng cho bt k cuc chin no, Samurai ang

khng nh mnh nh l mt gii php nng lng cho phi mnh vi tinh thn c v

v ng hnh: Thm nng lng chin u.

2.2. Dng sn phm nc cam p c tp Minute Maid Splash .

Nc cam p c tp Minute

Maid Splash c gii thiu cho ngi

tiu dng dng bao b chai thy tinh

240 ml vi kiu dng thanh nh v p

mt, kt hp gia mu xanh ca bin,

mu vng rc r ca cam, v hnh nh

nhng tp cam mng nc. Gi tiu

dng ch 4.000/mt chai. Sn phm

hin nay c phn phi rng khp

ti cc ca hiu, qun caf, qun n

TPHCM.

Nc cam p c tp ngon tuyt Splash c lm t nc cam nguyn cht vi

ngn tp cam ti mng nc, mang n cho bn cm gic nh ang thng thc tng

mi cam ngon tuyt. Minute Maid Splash vi v cam m v mi hng cam thm

mt, tht s hp dn v ph hp vi khu v ca ngi Vit Nam, ph hp vi mi la

tui v nhng ngi quan tm n sc kho ca mnh. Nc cam p c tp MuniteMaid Splash c b sung thm Vitamin E v Can xi cho bn mt thc ung b

dng.

NHM II trang 10


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VIETHANIT n mn hc

2.3. Sn phm Fanta Fun c o

Kiu chai Fanta mi - kiu chai Fanta

Fun. y l loi chai vi kiu dng vui mt

v c o to cho sn phm Fanta thm vhp dn v snh iu.

Loi chai ny c dung tch 300 ml,

tng ng loi chai hin hnh s dng kiu

ch truyn thng Fanta in thng trn chai.

Chai Fanta Fun ln u tin c Cng ty

Coca-Cola gii thiu ti Vit Nam s cng

song song tn ti vi loi chai Fanta truyn

thng ang lu hnh trn th trng vi cng mt loi nc ngt Fanta c cht lng

hng u v u l ti sn ca Cng ty Coca-Cola.

Kiu dng chai mi ny s lm ni bt hn phong cch tr trung, nng ng c

trng ca nhn hiu Fanta, ph hp vi gii tr Vit Nam. c bit, phn thn chai

c thit k ti u v va tay lm tng s thoi mi khi s dng sn phm.

2.4. Sn phm Sprite

Sprite l mt thng hiu

nc gii kht ni ting c hng

v chanh rt thn quen vi ngi

tiu dng Vit Nam, gi y chng

ti mun mt ln na gii thiu

Sprite n ngi tiu dng nhm

lm phong ph thm s la chn

ung cho mi ngi.

Sprite khng ch gip ngi

tiu dng gii to cn kht trong

ma nng nng m bt k khi no h cm thy kht. Chng ti hy vng qua chin dch

ny, Sprite s l mt s la chn thn thuc, d dng v tt nht vi mi ngi.

NHM II trang 11


12/35

VIETHANIT n mn hc

c gii thiu ti th trng Vit Nam t nm 1999, Sprite l dng sn phm

ung rt c a chung ca Coca-Cola.

2.5. Dng sn phm Thums up

u thng 3/2006, Cng ty Nc giikht Coca-Cola Vit Nam cho ra mt th trng

sn phm x x mi c tn gi Thums Up.

Vi bao b chai thu tinh 240ml, kiu dng bt

mt v thanh nh, Thums Up tht s ni bt v

khc bit trong nhiu sn phm nc gii kht,

c bit l cc loi x x khc.

Bn cnh v b ngoi to s thu ht,

ngi tiu dng s cng b hp dn hn bi mi

v thm ngon bn trong ngay t nhng giy

pht thng thc u tin. Hng thm nng nn, mi v m du. Ngi ung Thums

Up thc s tm c khonh khc th hin c chnh mnh t chnh loi thc ung

n gin nhng rt c trng ny.

V ngt du nh, hng x x thm nng d chu, Thums Up d to cho ngi

ung mt cm gic sng khoi khc vi bt c loi thc ung no khc trn th trng.

Loi thc ung ny nghe nh rt thch hp vi nhng ai c cuc sng n gin nhng

vn y am m v nng nhit. Vi nhiu u im vt tri nh vy, Thums Up hin

c mt rt nhiu ca hiu, qun n v tim tp ho trn th trng Tp.HCM trong

bao b rt x x, d dng cho nhng ngi quan tm n sn phm ny tm mua. c

bit, gi bn ca Thums Up rt cnh tranh ch vi 2.500 ng/chai 240ml.

2.6. Dng sn phm Diet Cook:

NHM II trang 12


13/35

VIETHANIT n mn hc

C th ni y l sn phm em li nhiu danh ting cho cng ty Coca Cola.V sau khi tung ra th n nhanh chng c mt cc nc trn th gii, v c nhiu

ngi tiu dung a thch.

2.7. Dng sn phm New Coke

Nm 1985, cng ty Coca-Cola quyt nh sn xut mt sn phm c cng thc

mi va c tung ra th trng vi tn l New Coke. c c cng thc sn xut

mi, cng ty Atlanta bt u thc hin 200.000 cuc th nghim mi v xem cngthc thnh cng ra sao. V kt qu tht m mn. Hng v New Coke ca nc gii

kht theo cng thc mi n t hng v ca loi Coke truyn thng.

2.8. Coca-Cola tung ra lot sn phm c hnh nh Happiness Factory.

NHM II trang 13


14/35

VIETHANIT n mn hc

Nt c bit t cc sn phm phc v Tt ca Coca-Cola c th hin chnh

cch ng gi sn phm cha tng c trc nay: gi 6 lon (gi 32.000 ng), gi 12

lon (gi 60.000 ng), gi 2 chai Pet (gi 24.000 ng) v thng 24 lon (gi 120.000

ng), p ng d dng nhu cu mua sm ca tng i tng khch hng.

Lot sn phm nm nay c thit k p mt nh mt mn qu trang trng v

c bit rt gn nh, ph hp cho vic s dng hoc biu tng. Vi nhng gi sn

phm a dng v qui cch ny, Coca-Cola gip ngi tiu dng d dng la chn mt

gi sn phm bt k lm qu tng m vn g c nt trang trng.

Chin dch Happiness Factory nhm th hin th gii bn trong y sinh ng

v say m ca mt chai Coca-Cola v truyn cm hng lc quan n ngi tiu dng,

c trin khai di nhiu hot ng sng to, th v.

NHM II trang 14
http://vatgia.com/home/quicksearch.php?keyword=th%E1%BA%BF+gi%E1%BB%9Bihttp://vatgia.com/home/quicksearch.php?keyword=th%E1%BA%BF+gi%E1%BB%9Bi


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VIETHANIT n mn hc

PHN III. XY DNG CHNG TRNH TRUYN

THNG C NG CHO CNG TY COCA COLA TI VIT

NAM.

3.1. Thc trng hin ti ca cng ty.3.1.1. Hot ng kinh doanh hin ti ca cng ty

Mi ngy Coca bn c hn 1 t thc ung mi ngy. Hn 10450 chai c

tiu th mi giy. Cng ty kim c 4.347 triu USD trong nm 2003. Hin ti n c

mt 7 chu lc v c nhn ra bi 94% dn s ton cu. Lm th no c th ln

mnh t ci xut pht im khim nhng tr thnh mt cng ty nc gii kht a

quc gia ln mnh nh ngy nay? Coca s dng rt nhiu cng ngh t c vtr hng u trong ngnh cng nghip nc gii kht, vic xc nh r rng cng ngh

NHM II trang 15


16/35

VIETHANIT n mn hc

mi v vic thnh lp cc mu nghin cu . Bng cng ngh, Coca- Cola hon thin

Coke thnh mt loi thc ung v ph bin n rng ri khp th gii. Cho n ngy

nay, Coke vn dn u ngnh cng nghip nc nc ung M. CocaCola hin nay

l cng ty nc ung ln nht trn th gii.

Nm 2007, hn 11 t USD c tr cho cc nh cung cp nguyn vt liu. Vi

73000 cng nhn, gn 3.9 t USD tin lng v cc khon khc c tr cho i ng

cng nhn. Sn xut tiu tn ht 36.000.000 lt nc, 6560 t Jun nng lng c

s dng. C khong 1.2 triu cc nh phn phi bn cc lo thc ung cho ngi tiu

th; 2.4 triu my bn l t ng, gn 414 khch hng c phc v, np 1.4 t USD

tin thu, u t cho cng ng hn 31.5 triu USD.

Tp on Coca Cola hin c mt ti 200 nc trn th gii, thng hiu Coca-

Cola c coi l ng gi nht trn th gii, vi gi tr 50 t USD.

Doanh thu nm 2007 l 20.936 t USD.Thu nhp t hot ng kinh doanh sn

phm ca cng ty nm 2007 l 1.470 t USD. Thu nhp rng l 711 triu USD.

Hng nc gii kht khng l Coca-Cola (Coke) cho hay li nhun ca hng

tng 19% trong qu I/08, nh doanh thu t cc th trng quc t tng mnh.

S tng trng ny cng c Coca-Cola nhn nh l nh vo s gia tng bun bn

tp trung, thay i v c cu, li nhun tin t v tc ng thun li t gi c.

3.1.2. Hot ng Marketing

Cuc sng l mt chui cc khonh khc ng nh kt ni vi nhau v trong

mi khonh khc y l mt c hi cho Coca-cola to nn mt cht nhim mu. T

cch nhn v cm nhn kiu dng ca v chai cho n m thanh si ni, hnh ng

khui np chai bn ln mi v hn c l mi v c trng ring rt tuyt vi ca Coca-

Cola chy xung c; tt c to nn mt cm gic tht c bit m Coca-Cola l mt

chuyn gia hng u to nn nhng cm gic c bit y. Nhng vi cm xc ca

ngi tiu dng, nhng k c v gi tr l quan trng hn c.

Ngi tiu dng rt thch tm hiu nhng nguyn liu b mt trong Coke; nhng

b mt b lun b kha cht. Tuy vy, mt b mt khc li c m ra cho tt c mi

ngi cng bit: cht lng khng thay i ca sn phm Coca-Cola c sn xutvi v chai ti M. V iu ny thy r qua s nng cao cht lng sn phm trong

NHM II trang 16
http://en.wikipedia.org/wiki/United_States_dollarhttp://en.wikipedia.org/wiki/United_States_dollar


17/35

VIETHANIT n mn hc

tng danh sch vn u t ca cc thng hiu gm c Coca-Cola c in (classic),

Coke t gas (diet Coke), Sprite, Fanta, Coke hng Vani (Vannilla Coke), Coke hng

anh o (Cherry Coke) , Barq, Mello Yello, nc sui Dasani, v c mt dng sda

Minute Maid, nc tri cy ti, v nc tri cy ng hp.y l chin lc ch o

ca cng ty.

Chin lc qung b sn phm

u tin hng u l chin lc marketing v mu m sn phm.Asa Candler

ngi u tin xy dng nn thng hiu Coca-Cola trn 70 t USD v cng l ng

ch u tin ca tp on Coca-Cola khng tic tin cho qung co xy dng

thng hiu. Ngay t nm 1895, nc gii kht Coca-Cola c mt tt c cc bang

ca M. Asa Candler thc hin mt chin dch gii thiu sn phm ln cha tng

c vo thi im by gi. u u Coca-Cola cng c nhng i tip th bn khuyn

mi vi ci gi 5 cent qu r cho mt ly. ng thi trn cc phng tin i chng v

cc bin qung co, Coca-Cola xut hin vi tn sut nhiu cha tng c.

bo v v xy dng thng hiu, Asa Candler ngh ngay n vic phi c

mt bao b c th cho sn phm. Nm 1916, ch mt nm trc khi qua i, Asa

Griggs Candler a ra loi chai hnh l hoa Tiffany khng ln i u c caCoca-Cola. Mu bao b ny c ng k bo h c quyn v cn c s dng cho

n ngy nay.

Cc n lc khuyn th ca Coca-Cola bt u vi biu tng Ung Coca-

Cola trn vi du cc mi hin nh thuc. Asa Candler sau t tn nhn hiu mi

khng ch trn cc chai nt ngt m cn trn qut my, lch v ng h. T ngy ,

n lc tip th v khuyn th kt hp vi cht lng tuyt ho ca sn phm gip

thng hiu Coca-Cola tr thnh mt trong nhng thng hiu c ngng m v

ni ting nht trn ton th gii.

Mt trong nhng cch m Coca-Cola vn gi vng c mi quan h tt p

vi ngi tiu dng l lun ho nhp vo cc hot ng gii tr ca h. Ly v d nh

cng ty t chc cc hot ng th thao rng khp cng c nhng im ni bt ring

ca thng hiu. Li li thi im nm 1903, Coca-Cola s dng cc cu th ca

i bng chy ni ting thi by gi qung co. V mt trong nhng s kin th

thao ni ting v tn ti lu di nht, Th vn hi Olympic lun nm trong danh

NHM II trang 17


18/35

VIETHANIT n mn hc

sch nhng s kn ni bt c Coca-Cola ti tr chnh thc. Tp on cn c mt

quan h giao hu rt tt vi Lin on bng th gii FIFA, NASCAR, Hip hi

bng chy v Gii Khc Cn Cu, M. Mt lot cc bng hp ng di hn vi Hip

hi vn ng vin Quc gia gip Coca-Cola kim c rt nhiu c hi tip th ln

vi 22 vn ng vin v 87 qun qun trong mi nm.

Coca Cola lun u t cho cc chin lc qung co sn phm ca hng. Ti

nhng ca hng bn l v ti cc siu th, Coca Cola bao gi cng c by bn ngang

tm mt, ngay trc nhng hnh lang, hoc nhng ni bt mt. c c s u tin

ny, Coca Cola phi tr nhng khon tin khng nh cht no.

Mt yu t khc dn n thnh cng ca Coca Cola l hnh thc trnh by sn

phm. Coca Cola c ng trong lon nhm hoc trong chai thu tinh, bn ngoi dn

nhn hiu mu ti vi hai ch Coca Cola vit hoa theo chiu nghing 45 . Vi

mu ti v vi nhng ng cong trng tuyt diu, Coca Cola thnh cng trong

vic hp dn v li cun khch hng.

Coca Cola khng h tic cc khon tin tr gi hng triu USD cho cc hp

ng qung co ln. Nhiu khch hng rt n tng vi cc qung co ca CocaCola,

t n tng lun c vi ung ca hng. By gi, c th ni nhng th trng lnnh M, Chu u, cc sn phm ca CocaCola lun chim lnh mc d rt nhiu

nhn hiu nc ngt khc ra i trong thi gian gn y, c bit l t i th cnh

tranh khng i tri chung - Pepsi.

Ngay t khi ra i, con ng pht trin sn phm ch yu ca CocaCola l

tip th v qung b sn phm. Nh cch lm ny m CocaCola tr thnh mt trong

nhng thng hiu c gi tr nht th gii.

3.1.3. Cc cng c truyn thng hin ti ca cng ty

3.1.3.1.Quan h cng chng (PR)

Coca-Cola hot ng trn phm vi nhiu nc, thnh t trong kinh doanh,

nh bi cc i th cnh tranh, song cha tng dng cch t lt, mc d tham nhng

hin ang l vn nn ti nhiu nc ang pht trin. Hng c suy ngh v rt ch

n cch thc tip cn th trng, cch chn i tc kinh doanh a phng, v cch

thc hot ng ti nc ngoi. V trung thc l mu cht trong cch tip cn ca hng.

NHM II trang 18


19/35

VIETHANIT n mn hc

Coca-Cola c nhng n lc ln trong vic cng khai cc hp ng ca mnh

nhm c c s ng h ca cng chng v pht trin th mnh - t bn hng v cng

chng ni chung - lm cho cc nh lnh o cao cp khng d dng tip nhn t lt

t cng ty ung khng l. Hng tng tuyn b cng khai: Coca-Cola th phi rt

khi t nc cn hn l t lt khon tin ln cho v ng u nh nc.

Thc t ch l nhm lm tng cc c hi trong cc th trng ang pht trin

Trung v ng u v ti cc nc ang pht trin, Coca-Cola c gng c nhn

nhn nh mt v khch tht th, lu di v trung thnh. Hng phi gy c n tng

i vi chnh ph s ti, khch hng v c nhng ngi cung cp v cng chng ni

chung rng h tm kim mt mi quan h cng bng, ci m v lu di.

Coca-Cola nhiu ln th hin quan im ca mnh rng vic u t lin tc

v thch ng vo vic qun l danh ting l cn thit xy dng c hnh tng .

Cng ty o to nhn vin ca mnh trong vic tm hiu cc truyn thng, th ch

chnh tr v gi tr ca ngi dn ti cc nc m cng ty c hot ng kinh doanh.

Cng ty trao trch nhim ch cht cho kiu dn nc v m bo rng hnh tng

ca cng ty khng bao gi l mt tp on thuc a a quc gia th bo.

V Coca-Cola ngy cng tin xa hn. Cng ty ng vai tr ton din ti hu htcc nc m n hot ng, ng h gio dc, ngh thut v cc dch v x hi di hn

theo cch chn chnh. Coca-Cola hiu rng cha kho cho s thnh cng chnh l quyt

tm ca cng ty trong vic th hin cho cc i tc kinh doanh rng: cho d truyn

thng v quc tch ca h l g th cng ty vn nh gi cao s trung thc v hiu bit

ngn ng ca i tc v tn trng h. Nh vy, Coca-Cola lun nhn c s khm

phc ca nc ch nh.

Nhng hot ng nh bng thng hiu

Coca-Cola v cng ng: cng ty Coca-Cola ng vai tr hng u trong cc

chng trnh gio dc v cng ng vi rt nhiu hot ng phong ph nhm gp

phn nng cao v ci thin cuc sng cho ng bo cc vng nng thn v thnh th

trn ton quc. Cho n nay, Cng ty ng gp hn 600.000 la M cho cc

chng trnh gio dc v cng ng ti Vit Nam.

Trung Tm Hc Tp Coca-Cola: chng trnh Trung Tm Hc Tp Coca-Cola

phi hp vi B Gio Dc & o To v Trung ng on Thanh Nin Cng Sn

NHM II trang 19


20/35

VIETHANIT n mn hc

ang trong giai on tin trin cc trng hc v cung vn ha thanh nin ti Vit

Nam. Mc tiu ca Trung Tm Hc Tp l cung cp cho cc em hc sinh trang thit b

hc tp tin tin cng vi h thng mng my vi tnh hin i v ti liu hc tp. Cho

n nay, Cng ty u t 375.000 la M thnh lp v iu hnh chng trnh

ny. Hin ti, c 40 Trung Tm Hc Tp Coca-Cola c thnh lp 33 tnh thnh

trn ton quc. Trong nm 2002, tt c 40 Trung Tm Hc Tp s c ni kt vi

mng thng tin ni b Internet, cho php cc thnh vin trong ban iu hnh, i tc

ca chng trnh v cc em hc sinh lin lc v trao i thng tin qua mng.

Chng trnh gio dc v mi trng: cng ty Coca-Cola cng ti tr cho cuc

thi Hnh Tinh Xanh Mi Xanh nhm nng cao thc bo v mi trng cho 15 triu

hc sinh cc trng ph thng c s v trung hc trn ton quc. Cuc thi c tchc hng nm vi s phi hp gia Trung ng on Thanh Nin, nhm mc ch

khuyn khch cc em hc sinh tm hiu cc vn v mi trng cng nh nng cao

thc v bo v mi trng ti trng hc.

Chng trnh tham quan nh my: chng trnh tham quan nh my sn xut

nc gii kht Coca-Cola dnh cho cc em hc sinh c thc hin vo thng 4 nm

2001 v tr thnh m hnh cng c hc tp b ch cho cc trng hc Tp. H Ch

Minh v cc khu vc ln cn. Hn 16.000 hc sinh, gio vin v sinh vin tham gia

vo chng trnh tham quan nh my t khi c pht ng v chng trnh ny lun

lun ni kt vi nhiu hot ng kinh doanh v bn hng ca Cng ty.

Cu Tr Thin Tai: cng ty Coca-Cola ti Vit Nam l mt trong nhng cng

ty nc ngoi u tin tham gia vo chng trnh cu tr ng bo b l lt vo nm

1999. Ngay sau khi bit thng tin v cn bo ln nht ca th k tn ph cc tnh min

Trung, tt c nhn vin Cng ty Coca-Cola th hin tinh thn nhng cm x o

ng gp tin, qu cu tr ng bo b l lt. Tng s qu cu tr bao gm thc

phm, qun o, tp sch v tin mt vi tng s tin tr gi 350 triu ng c gi

n ng bo b l lt.

Cng ty Coca-Cola ng gp qu cu tr tr gi 1,2 t ng cu tr bo

b l lt ti Vit Nam nm 2000. S tin ny bao gm qu Mt T ng t tm lng

nhng cm x o ca tt c nhn vin Cng ty, cng vi s h tr ca Cng ty, xy dng li cc phng hc b thit hi trong cn l vo nm trc ti cc tnh min

NHM II trang 20


21/35

VIETHANIT n mn hc

Trung v s tin 200 triu ng cu tr ng bo b l lt cc tnh min ng bng

sng Cu Long.

Nm 2001, Cng ty Coca-Cola gip nhn dn cc vng min Trung b

cn bo LingLing tn ph bng mt lot cc t cu tr khn cp vi tng gi tr trn

90 triu ng. Hng cu tr gm nc ung ng chai v thc phm.

u nm 2002, ng bo b hn hn ti hai tnh An Giang v Cn Th

c Cng ty Coca-Cola trao tng hn 2.000 thng nc ung ng chai v qu cu

tr vi tng s tin 150 triu ng.

Va qua, Cng ty Coca-Cola phi hp vi Bo Si Gn Gii Phng v Hi

Ch Thp TP t chc cc on cu tr n cc l lt tnh H Tnh min Trung,

cng nh tnh ng Thp, v An Giang ng bng sng Cu Long, trao tng 5.000

thng nc ung cng go thc phm v tin mt cho ng bo b thit hi.

Chng Trnh H Tr Vic Lm cho Ph N : chng trnh H tr Phng tin

Kinh doanh do Cng ty Coca-Cola v Hi Lin Hip Ph N Vit Nam ti TP. H Ch

Minh v H Ni cng phi hp pht ng vo thng 10 nm 2002 nhm gip cho ph

n c hon cnh kh khn ca hai thnh ph c iu kin kinh doanh ci thin thu

nhp v nng cao mc sng. y l mt chng trnh mang ngha x hi rt ln mCng ty Coca-Cola cam kt thc hin ti Vit Nam, nhm hng ng chng trnh

xo i gim ngho c chnh ph ku gi Trong giai on mt, 2.000 ph n

Thnh Ph H Ch Minh v H Ni nhn c xe y lm phng tin kinh doanh

cc sn phm ca Cng ty Coca-Cola ti Vit Nam. Cc bc tip theo trong chng

trnh hp tc di hn ny gia Cng ty Coca-Cola v Hi Lin Hip Ph N bao gm

vic xy "Nh Tnh Thng" gip con em ca cc ph n c hon cnh kh khn c

ni sinh hot hc tp, v hc bng cho con em ca ph n ngho.

K Lc Guiness Bnh Chng Vit Nam: cng ty Coca-Cola ti tr cho lng

ngh bnh chng truyn thng c L, Huyn Thanh Oai, tnh H Ty lm chic bnh

chng khng l cho mng ngy Tt c truyn nm Nhm Ng 2002, v gip Vit

Nam ot c k lc Guiness u tin. Chic bnh k lc c kch thc 2.25m2 nng

1,4 tn, c lm t 330 k np c bit, 100 k u xanh, 100 tht heo, 10 k gia v,

do 50 ngi nu. Sau khi c trng by trong ba ngy trong trin lm Tt, chic bnh

NHM II trang 21


22/35

VIETHANIT n mn hc

c chia thnh 20.000 phn tng cho cc t chc t thin. Chng Ch K lc

Guiness c chuyn giao cho B Vn Ho Thng Tin Vit Nam.

Bng vic phi hp cc chin dch marketing v thc hin cc hot ng x hi,

CocaCola tng bc khng nh thng hiu ca mnh nc s ti. Ci tn

CocaCola khng nhng gn lin vi nhng loi thc ung gii kht m tr thnh

mt nhn hng quen thuc vi mi ngi.

3.1.3.2. Qung co.

Coca Cola lun u t cho cc chin lc qung co sn phm ca hng. Ti

nhng ca hng bn l v ti cc siu th, Coca Cola bao gi cng c by bn ngang

tm mt, ngay trc nhng hnh lang, hoc nhng ni bt mt. c c s u tin

ny, Coca Cola phi tr nhng khon tin khng nh cht no.

Coca Cola khng h tic cc khon tin tr gi hng triu USD cho cc hp

ng qung co ln. Nhiu khch hng rt n tng vi cc qung co ca CocaCola,

t n tng lun c vi ung ca hng. By gi, c th ni nhng th trng ln

nh M, Chu u, cc sn phm ca CocaCola lun chim lnh mc d rt nhiu

nhn hiu nc ngt khc ra i trong thi gian gn y, c bit l t i th cnh

tranh khng i tri chung - Pepsi.

S li cun tuyt vi ca Coca-Cola t nm ny qua nm khc hin hin

trong hng ngn mu qung co tri di sut hn mt th k qua, mt th k ca s t

duy v sng to. Nhng hnh nh ny c rt nhiu ngi yu thch, gp phn a

tn tui ca Coca-Cola tr thnh mt sn phm quen thuc trong cuc sng. Ti mt,

giu tng v m hng v, Coca-Cola tham gia vo vic t ra mt chun

mc cht lng cao cp cho mi sn phm tiu dng khc nhau trn th gii. Cho nngy nay, hnh nh ca Coca-Cola vn lun chuyn ti nhng thng ip thng thn,

trung thc v ht sc mc mc ca mnh n vi ngi tiu dng.

3.2. Xy dng chng trnh truyn thng cho sn phm nc gii kht Coca Cola

3.2.1. Th trng mc tiu ca coca-cola

Tp trung vo cc th trng ch cht ch khng u t dn tri ri khng thu

c g trong c nm. l chin lc m CoCa Cola lun ly lm c s cho mc tiupht trin ca mnh.

NHM II trang 22


23/35

VIETHANIT n mn hc

Ngay t khi mi thnh lp, mc tiu ca Coca Cola l chim lnh nhng th

trng ln nht ch khng dn tri th trng ca mnh trn ton th gii. Khng nh

nhiu hng nc ngt trn th gii lun tm cch m rng th trng ca mnh n bt

c ch no c th th Coca Cola lun kin nh vi nhng th trng truyn thng

Theo hng th trc tin hy c ch ng vng chc trn cc th trng truyn

thng rng ln , sau m rng nhng th trng nh hn cng cha mun. Theo

Ch tch Coke, Steve Heyer, chin lc ca Coca Cola s lun l tp trung vo tng

khi lng sn phm c th mang li, qun l chi ph kht khe hn v nng cao hiu

qu u t vn, coi s pht trin th trng truyn thng l nhn t then cht cho

tng lai ca Coke, trong s ch trng vo cc lnh vc, nh gii tr v th thao,

ca hng n nhanh v cc chui nh hng, c tc ng tt v nhanh nht n vicqung b cc nhn hiu sn phm mi.

Nh vy, ti nhng th trng ln nh M, Trung Quc hay Chu u, biu tng

Coca Cola lun c vng nh bn thch.

3.2.2. Xc nh cng chng mc tiu

Mc tiu i vi cng ty chnh l khch hng mc tiu ca cng ty. V vy cng

ty Coca-cola ti Vit Nam lun ch trng pht trin ti nhng thnh ph ln m danhting c v lng trung thnh ca khch hng i vi sn phm cao. y khch

hng mc tiu chnh ca cng ty l cc t chc, cc doanh nghip, ngi tiu dng

trong nc, c bit l ti cc tnh, thnh ph ln nh : H Ni, TP. H Ch Minh,

Nng, Hu, Hi Phng, Bc Ninh, ......

3.2.3. Thit k thng ip

3.2.3.1. Ni dung ca thng ip:

Mang li li ch v s sng khoi cho tt c nhng ai c chng ti phc v.

y chnh l li ha ca cng ty Coca-Cola n vi khch hng ca mnh.

Cng ty s phn u lm ti mi th trng, phong ph sn phm, bo v mi

trng, tha mn tt c cc yu cu ca khch hng, lun lun lng nghe s quan tm

ca khch hng n vi qu cng ty. Cng ty ang tp trung vo cc n lc v nhn

o, gio dc v xy dng cc c m kht vng tui tr.

3.2.3.2. Cu trc ca thng ip

NHM II trang 23


24/35

VIETHANIT n mn hc

a ra hnh nh nhm nh vo tm l ca khch hng, to cho khch hng mt

nim tin vo sn phm, khi ung c cm gic ti mt, sn khoi, giu tng.

3.2.3.3. Hnh thc ca thng ip

Vi mt chai coca-cola nhiu mu sc to tnh mi l v khc bit , thm vo mt cht m thanh sng ng theo nhp iu th thong ip s cun ht c ngi

xem.

3.3. La chn phng tin truyn thng

Vic la chn phng tin truyn thng l rt quan trng, v ti liu truyn

thng c c thit k tt n u nhng nu khng thu ht c i tng khch

hang cn nhm n th cng khng c hiu qu. C th ni cc phng tin truynthng dn dt v truyn ng lc cho thng hiu.

Cc phng tin truyn thng hu nh tr nn quen thuc vi mi ngi. Do

vic s dng cng c no l khng quan trng m quan trng l ta phi lm th no

thu ht s ch ca khch hng vo sn phm m cng ty mun gii thiu n vi

khch hng. Gia v vng cc loi phng tin truyn thng a dng nh vy to c

s t ph gi y kh khn hn bao gi ht. Vy cc doanh nghp u nh gi li

vic s dng cc phng tin truyn thng, t c thnh cng trong x hi hin

nay. Trong truyn thong c ng c cc cng c sau: Qung co, Marketing trc tip

Khuyn mi,Quan h cng chng , Bn hng c nhn.

3.3.1. Qung co

Nu chi ph khng phi l mt vn quan trng i vi cng ty bn th khng

c g phn vn la chn phng tin qung co. Hy s dng tt c cc phng tin

qung co c sn! Tuy nhin, thc t cho thy ngay c khi c trong tay mt ngn sch

tng i thoi mi, lm th no c th to ra nhng qung co n tng v ng

nh vn l mt thch thc ln i vi cc doanh nghip.

V th, hy chn mt trong s cc phng tin ti mt thi im nht nh. i

khi, mt phng tin qung co t ra rt hiu qu i vi sn phm hay dch v ny

nhng kt qu li khng hon ton nh mong i khi bn p dng cho sn phm hoc

dch v khc.C v s nhng yu t khc nhau lm nh hng n chin dch qungco ca bn - t ni dung mt mu qung co trn bo cho n yu t thi tit. Do

NHM II trang 24


25/35

VIETHANIT n mn hc

vy, n gin ch cn kim tra tnh hiu qu ca thng ip m bn mun truyn ti

trn mi phng tin truyn thng chn ra phng tin ti u.Qung co khng

phi l khoa hc, n l mt ngh thut

3.3.3.1. Qung co trn truyn hnh

Trong thi gian nghin cu lm ti ny th nhm nhn thy l i vi cng

ty Coca-Cola th nn s dng tht mnh m cng c qung co trn truyn hnh

truyn thng c ng tht tt. V nhm xy dng mt chng trnh qung co cho

cng ty Coca-Cola trn truyn hnh:

Ni dung qung co:

o

Cnh 1 : mt trn thi u bong gia i tuyn nam Vit Nam v ituyn nam Braxin

o Cnh 2 : hnh nh cc cu th mt mi trn sn vi ci nng gay gt, oi

bc.

o Cnh 3 : bt ng cc cu th rt ui nhau ln khn i khi nhn thy

mt em nh bn n trong sn ang ung Coca-Cola

o Cnh 4 : cc cu th thi nhau k tng cho em b v cng nhau nng chaiCoca-Cola v cu slogan : Mang li li ch v s sng khoi cho tt

c nhng ai c chng ti phc v.

Vi tnh cch mnh m, trng y sc sng, ca cc cu th bng ung

coca-cola s gip cho ngi xem qung co nh c thng thc ci ti mt, sng

khoi. Gy c n tng mnh m cho ngi xem, to c du n trong tm tr

khch hng. Chng trnh qung co ny c th c pht trn tt c cc knh nh:DVTV,i truyn hnh VTV3, HN(VTV1), VTC1, HTVC, VTC4,.

Nhm nhn thy l thi gian qung co tt nht l vo ma h nm nay ( thng

06/ 2010 n 07/2010) . V ma h nm nay s din ra s kin nng bng nht, c

ton th gii mong i l k FIFA WORLDCUP

Bng 1. Ngn sch quay qung co.

VT: VN

Ni dung S lng n gi Thnh tin

NHM II trang 25


26/35

VIETHANIT n mn hc

Thu i ng cng ty

chuyn sn xut clip qung

co TVAD1 i 500.000.000 500.000.000

Chi ph khc 50.000.000 50.000.000

TNG CNG 550.000.000

Bng 2. Ngn sch qung co trn truyn hnh VT: VN

Knh Thi im Thi

lng

(Ngy/

Tun)

n gi

(VN/ tun)

Thi gian

pht sng

( Tun)

Thnh tin

(VN)

VTV1

Pht sng trc v sau

chng trnh Cho

bui sng ( 5h55

6h30)

5 13.000.000 4 37.142.857

Sau phim bui sng (

8h00 9h00)

3 11.000.000 4 18.857.143

11h00 12h00 3 12.000.000 4 20.571.429

Pht sng trc v sau

chng trnh phim bui

chiu ( 16h55 18h00)3 8.000.000 4 13.714.286

Pht sng sau chng

trnh thi s ( 19h45

19h55)

5 25.000.000 4 71.428.571

Pht sng trc v sau

chng trnh phim bui

ti ( 21h00 22h00)3 28.500.000 4 48.857.143

Pht sng trc chng

trnh phim bui tra (

11h55 13h10 )3 13.500.000 4 23.142.857

Pht sng trc v sauchng trnh phim bui 3 21.500.000 4 36.857.143

NHM II trang 26


27/35

VIETHANIT n mn hc

VTV3 chiu ( 17h 55 18h50 )

Pht sng trc chng

trnh thi s

5 28.500.000 4 81.428.571

Pht sng sau chng

trnh 24/7

3 31.500.000 4 54.000.000

Pht sng trc v sau

chng trnh phim

truyn bui ti3 35.500.000 4 60.857.143

TNG CNG 466.857.143

3.3.3.2.Qung co trn bo v tp ch

Trong trng hp ny, qung co trn bo l phng tin tt nht. c gi ca

cc t bo thng c thi quen c lt qua tm nhng thng tin ni bt. C nhng

t bo s ng lun phin v c chu k cho mi loi hng ho theo tng s bo hoc

tng ngy nht nh trong tun.C tc dng thu ht mt lng c gi nht nh cho

d c th bn s phi cnh tranh gay gt hn vi nhng cng ty hay nhng nh cung

cp khc hot ng trong cng mt ngnh hng. Tt c nhng g bn cn chun b l

dng headline tht ni v bo m rng gi c m bn mun cho bn tht s c

bit v u i.

Qung co trn mt s t bo, bo tui tr,Tp ch th gii..Trn cc t

bo a hnh nh ngi din vin tr trung sinh ng, trng y sc sng ang ung

chai coca-cola trng y nhng bng nc . Pha di th ghi nhng tnh nng ca

sn phm, bn cnh phn cn li ca mu qung co s ghi a ch lien h v wesite

ca cng ty:

CNG TY TNHH NC GII KHT COCA - COLA VIT NAM

a ch: 485 ng H Ni - Phng Linh Trung - Qun Th c

in thoi: (08) 8961 000

Fax: (08) 8972 831

Email: [email protected]

Website: www.cocacolavietnam.com

NHM II trang 27
http://www.trangvangsaigon.vn/app/business/659-cong-ty-tnhh-nuoc-giai-khat-coca-cola-viet-nam.htmmailto:[email protected]://www.cocacolavietnam.com/http://www.trangvangsaigon.vn/app/business/659-cong-ty-tnhh-nuoc-giai-khat-coca-cola-viet-nam.htmmailto:[email protected]://www.cocacolavietnam.com/


28/35

VIETHANIT n mn hc

Lnh vc: Ung/Nc Gii Kht

Bng 3. Ngn sch qung co trn bo

VT: VN

Bo Thi gianng ( ln/

tun )

Kch thc( trang )

S tun n gi ( inmu )

Thnh tin

Tui Tr 1 1/8 4 7.000.000 28.000.000

Thanh

Nin

1 1/8 4 5.000.000 20.000.000

Si Gn

Tip Th

1 1/8 4 9.000.000 36.000.000

TNG CNG 84.000.000

3.3.3.3.Qung co trn internet

Qung co trc tuyn ang ngy mt ph bin bi Internet em li cho cc n

v tip th nhng tnhnng c bit m nhng knh thng tin khc khng c

iu tra cho thy i b phn ngi lt web s dng Internet tm hiu snphm trc khi mua. iu ny to mt c hi rt tt gy n tng vi cc thng

trc khi h quyt nh m hu bao.Ngoi ra, cng ngh trc tuyn cn em li

cho cc website kh nng theo di phn ng ca ngi tiu dng trn mng, nh

ra c nhng hnh ng thch hp.

Cng ty nn t logo hoc banner qung co trn cc website ni ting, nhng

website c lng khch hng truy cp ln hay nhng website c xp v tr cao trn

Google l ph bin v l cch qung co trc tuyn hiu qu nht hin nay. N khng

nhng qung b c thng hiu m cn nhm n cc khch hng tim nng trn

Internet.

Video trn Internet vn l mt s mi l i vi vic hp dn ngi dng. Hin

mi ngi vn thng s dng Web tm kim cc thng tin v cc sn phm hoc

dch v m h mun mua. Tuy nhin nu quan st lu lng ca mt trang web no

, bn s pht hin ra rng h ch gh thm trong chc lt ri li b i.

NHM II trang 28


29/35

VIETHANIT n mn hc

Ngc li, khi s dng video ngi truy cp s c xem cc clip video t u

n cui hn thay v h phi c ton b mt trang ni dung bng vn bn. iu ny

cho php bn c th thu ht h tt hn v bn c th chn vo thng bo ca mnh

km vi on clip .

Xy dng on clip khong 2 pht, vi kch c va phi tm nhn, thm vo

nh dng MP4. y l mt nh dng ph bin ca video trn Internet v c dung

lng file kh hiu qu. y l mt on video c phn mc 720p (1280 x 720p)

tr ln. Vi phn gii ny bn ch cn nhng camera n gin bn cng c th thu

c nhng on video vi phn gii mc ny.Tr mt s website nh youTube

c bit cng ty nn ch trng pht trin v qung co trn website ca mnh:

Website: http://www.coca-cola.com.vn

Bng 4. Ngn sch qung co trn internet

VT : VN

Tiu ch Thi gian ng

( thng)

S lng

( website )

n gi

(VN/ thng)

Thnh tin

Poster 1 10 14.500.000 145.000.000

Clip 1 5 8.500.000 42.500.000

TNG CNG 187.500.000

Bng 5. Tng ngn sch dnh cho qung co

VT : VN

TIU CH THNH TIN

Quay qung co 550.000.000

Qung co trn truyn hnh 466.857.143

Qung co trn bo 84.000.000

Qung co trn internet 187.500.000

TNG CNG 1.288.357.143

3.4.Quan h cng chng (PR)

NHM II trang 29
http://www.coca-cola.com.vn/http://www.coca-cola.com.vn/


30/35

VIETHANIT n mn hc

PR thng dng cc phng tin trung gian (nh cc bi vit trn bo ch, cc

phng s truyn hnh, truyn thanh, cc chng trnh ti tr, cc hot ng t thin),

cho nn mi thng ip n vi cc nhm i tng tiu dng d c chp nhn hn,

t th hin tnh thng mi hn. Ngi tiu dng khi tip nhn thng tin v hng ho,

dch v thng cm thy thoi mi v d tin hn, t b cn gic hi chng qung co.

iu ny s mang n nhng c hi rt tt to dng mt n tng, mt s tin tng

ca ngi tiu dng vi hng ho mang thng hiu c tuyn truyn.

Hot ng PR chuyn ti mt lng thng tin nhiu hn so vi cc phng tin

tuyn truyn, qung b khc. Ngi tiu dng c c hi nhn c lng thng tin

nhiu v k hn v hot ng ca bn thn doanh nghip cng nh sn phm ca

doanh nghip. Qua ngi tiu dng c th hnh dung v hng pht trin cng nhquan im ca doanh nghip trong vic quan tm n quyn li ngi tiu dng, v

nhng u th ca sn phm m doanh nghip cung cp. Cc doanh nghip mang li

cho ngi tiu dng nhng li ch ch thc (nh cc chng trnh biu din ngh

thut, cc khon ng gp t thin) qua n rt gn b vi ngi tiu dng v to

cho ngi tiu dng s gn gi, thn thin hn nhiu i vi doanh nghip v sn

phm ca doanh nghip. Nh t chc chng trnh ca nhc mt ngi v mi

ngi vi s tham gia ca cc ca s ni ting nh: an Trng, Thy Tin, .

tng thm s mi l trong bui biu din c mi thm mt s din vin ni ting nh:

Tng Thanh H, Lng Mnh Hi, Phi Thanh Vn, .Dng ton b s tin thu c

trao tng vo qu t thin.

C th t chc hi ch trin lm c hng nm c vo t xun v, v cc l

hi ln vo nhng dp ny cng ty nn t chc nhng t trin lm nhm gii thiu

thm sn phm mi v qung b nhiu hn na tn tui ca sn phm v Cng ty. Migian hng l b mt ca cng ty. Cng ty nn c i ng nhn vin chuyn nghip, ly

t b phn Marketing v nu tuyn thm phi bi dng nghip v bn hng. i ng

nhn vin nng ng, nhit tnh, c phong cch s lm khch hng hi lng v qung

co tt nht cho cng ty. Bn cnh th cng ty s t chc hi tho b tr cho

trin lm sn phm v ch :Hnh tinh xanh

Cng ty nn t chc hi ngh khch hng thng xuyn gp phn to s gn

b lu di hn na.

NHM II trang 30


31/35

VIETHANIT n mn hc

Ti tr cho chng trnh ca nhc v hnh tinh xanh c pht sng trn FM

99.9 MHZ t 10h-11h30 vo sng ch nht,16h30-17h30 th 7 hng tun.

V hat ng PR ca cng ty vn rt mnh nn nhm ch a ra mt vi

im cn nhn mnh thm.

Bng 6. Ngn sch PR.

VT: VN

Hot ng Ni dung S lng n gi Thnh tin

HPBO

Ti liu hp

bo

100 b 20.000 2.000.000

Chi ph thu

a im

1 phng

hp

3.000.000 3.000.000

Bi dng 100 phong

b

300.000 30.000.000

Chi ph khc 10.000.000 10.000.000

TNG CNG 45.000.000

TITR

Chi ph ti

tr chochng trnh

ca nhc t

thin

3 m 200.000.000 600.000.000

Chi ph cho

chng trnh

ca nhc trn

i FM

1 thng 30.000.000 30.000.000

Chi ph khc 50.000.000 50.000.000

TNG CNG 680.000.000

I

NLMV

Chi ph thu

a im

5 a im 20.000.000 100.000.000

Chi ph trang

tr

5 a im 80.000.000 400.000.000

Chi ph khc 20.000.000 20.000.000

NHM II trang 31


32/35

VIETHANIT n mn hc

TNG CNG 520.000.000

TNG CNG 1.245.000.000

3.5.Khuyn miKhi th trng bc vo giai on bo ha, cnh tranh khc lit, ngoi yu t

nng cao cht lng, th cc nh kinh doanh cn dng hnh thc khuyn mi li ko

khch hnh.

3.5.1.Chit khu

Khi khch hng mua sn phm ti cc i l hoc im bn s vi s lng ln

s c chit khu vi s lng ln. V d khi mua 10 kt nc gii kht coca-cola sc chit khu 5%. Thi gian din ra t 01/06/2010 n 31/07/2010

3.5.2.Rt thm trng thng

Hy thng thc cm gic mt lnh, sn khoi tuyt vi ca coca-cola c c hi

trng thng ln. Thi gian din ra la t 01/06/2010 n 31/07/2010

+ 1 gii nht : 1 xe my click tr gi 28.000.000vn + 1 cp v ti Nam Phi

ma h ny tr gi 100.000.000

+ 2 gii nh : 2 xe my suzuki tr gi 21.300.000vn

+1000 gii khuyn khch : Vi hng nghn lon Coca-Cola

Bng 7. Ngn sch khuyn mi

VT: VN

Ni dung S lng n gi Thnh tinChit khu 100.000.000 3.000 300.000.000

NHM II trang 32


33/35

VIETHANIT n mn hc

thng( kt)

Chi ph gii

thng

1.500.000.000 1.500.000.000

Chi ph khc 200.000.000 200.000.000TNG CNG 2.000.000.000

3.6. Trin khai nh gi

Vi thc trng v mt s gii php m nhm chng ti xut th trong hin ti

v tng lai cng ty ang theo ui s gp phn nng cao thng hiu Coca-Cola. V

tnh kh thi ca cc xut trn cha th khng nh c mc thnh cng hay

khng tuy nhin vi nhng c s mang tnh o lng c qua phn tch thc trng

sn xut kinh doanh v marketing cng nh s tc ng ca cc nhn t khc n cng

ty nc gii kht Coca-Cola. Chng ti tin rng nu cng ty thc hin tt cc chng

trnh truyn thng c ng s a c hnh nh, cht lng sn phm Coca-Cola

cnh tranh c vi cc sn phm khc trong th trng sn xut v kinh doanh nc

gii kht. chng trnh hot ng c hiu qu th sau khi thc hin chin lc c

ng, cng ty cn phi tin hnh xc nh o lng xem xt hot ng c tc ng

nh th no n khn thnh gi mc tiu m mnh hng n nhm tm im yu v

im mnh ca chng trnh ra xem xt v thay i kp thi v ph hp. Phi

tin hnh kho st i tng c ng, xem h c nhn thy hay l c ghi nh thng

ip m cng ty xy dng khng? nhn thy bao nhiu ln? Ghi nh c im

no? Cm thy nh th no v thng ip? Thi ca h nh th no trc v sau

khi xem qung co?. Thu thp nhng thng tin phn hi t khch hng, bao gm

nhng ngi , ang v s s dung sn phm ca cng ty.

NHM II trang 33


34/35

VIETHANIT n mn hc

KT LUNXy dng chnh sch truyn thng c ng c hiu qu s thu ht c nhiu

khch hng tim nng, gi vng lin kt vi khch hng trung thnh, to ra nhiu c

hi cho ngi tiu dung tip cn sn phm v qua cng ty c th xy dng c

hnh nh v danh ting ca mnh.

Trong hng trm nm hnh thnh v pht trin, con ng xy dng chin lc

c ng ca CocaCola khng phi d dng. Trong thi gian u, t mt thc ung vdanh trn th trng, nhng ng ch u tin ca cng ty c s nh hng chnh

xc trong con ng pht trin. Bng vic tch cc xy dng thng hiu, CocaCola

tr thnh mt nhn hiu ton cu. V cuc chin cng din ra gay gt hn khi th

trng xut hin ngy cng nhiu cc nhn hiu sn phm gii kht khc cnh tranh,

trong c i th truyn kip ca CocaCola Pepsi. iu ny lm cho cng ty ca

tp on phi lin tc ci tin cc chin lc c ng, sn xut, ti chnh c th

thch nghi tn ti cng vi s chuyn bin ca x hi. Bng cc chin lc tip th

nhm ti nhiu i tng khch hng, danh ting ca CocaCola c bit n

tng ng ngch.

Nhm em xin chn thnh cm n s hng dn ca gio vin Nguyn Th

Thanh Hoi. Do ngun kinns thc cn hn hp nn trong qu trnh hon thnh n

khng trnh khi nhng sai st mong thy c b qua.

NHM II trang 34


35/35

VIETHANIT n mn hc

TI LIU THAM KHO1) Mt s gio trnh in t

2) Cc bi bo trang web lin quan n lnh vc truyn thng c ng

3) Trang http://tailieu.vn

4) Trang http://www.cocacola.com.vn
http://tailieu.vn/http://www.cocacola.com.vn/http://tailieu.vn/http://www.cocacola.com.vn/

ĐỒ ÁN TRUYỀN THÔNG_qc02a

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