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TI : LP K HOCH X L KHNG HONG HT NM KHNG BT NGT CHIN-SU

MC LCI. Tng quan v cng ty MasanFood 1. Gii thiu chung v cng ty MasanFood 2. Sn phm hot ng ca MasanFoodII. Phn tch mi trng Marketing ca MasanFood v sn phm ht nm

Khng bt ngt Chin-su 1. Tnh hnh th trng chung 2. Tnh hnh th trng Ht nm 3. i th cnh tranh 4. Phn tch SWOT 5. nh v sn phm6. Chin lc 4P

III. Din bin khng hong ca Ht nm khng bt ngt ca Chin-su 1. Nguyn nhn khng hong 2. nh hng khng hong n MasanFood 3. Mc tiu gii quyt 4. Chin lc hnh ng1


IV.Nhn xt khng hong ca Chin-su hin ti

I.

Tng quan v cng ty MasanFood:1. Gii thiu chung v cng ty MasanFood: Cng ty C phn Tp on Ma San (Masan Group) l cng ty qun l vn u

t v ti sn, ch yu l cc c phn ca nhng cng ty khc, hin nay bao gm c phn ca Cng ty C phn Thc phm Ma San (Masan Food) v Ngn hng Thng mi C phn K thng Vit Nam (Techcombank).Tin thn Masan Group l Cng ty C phn Hng hi Ma San (MSC) c

thnh lp thng 11/2004 vi vn iu l ban u l 3,2 t ng. Thng 8/2009, MSC i tn thnh Cng ty C phn Tp on Ma San (Masan Group) v thc hin ti cu trc thng qua cc t pht hnh ring l. n thng 10/2009, Masan Group hon tt tng vn ln 4.763.998.200.000 ng.Masan Group hin ang nm gi 54,8% Masan Food v 19,99% c phiu

Techcombank. Masan Group c 2 cng ty con l Hoa Bng Lng v Hoa Phong Lan (u ln lt nm gi 11,0% v 7,0% c phiu Masan Food) v u hot ng trong lnh vc t vn u t.

2


Hot ng chnh ca Masan Group l xy dng pht trin cc ngnh kinh doanh

m cng ty u t, bao gm vic tuyn dng i ng qun l ni a c kinh nghim, hiu bit v nhng tp tc, thng l quc t qun l cc cng ty nm trong danh mc u t. i ng qun l ny s phi xy dng cc quan h u t, m rng quan h vi cc i tc nc ngoi, tng ngun vn h tr cho hot ng kinh doanh, pht trin nhng chin lc tng trng v t vn cho hi ng qun tr v pht trin thng hiu v sn phm.Ngoi ra, cng ty cng ch ng tm kim, nh gi cc c hi m rng kinh

doanh nhm cng c danh mc u t v tng ngun vn h tr cho hot ng u t ca mnh. Cng ty hot ng trong cc lnh vc sau: Xc nh v nh gi cc c hi kinh doanh, u t trong cc lnh vc c

hng li ch t ngnh tiu dng v phn phi ni a. Tng vn ti tr cho hot ng kinh doanh hin nay v nhng khon u

t mi. iu hnh cc cng ty con v cng ty lin kt, ng thi t vn k hoch

pht trin chin lc. Cc cng ty con v cng ty lin kt ca Tp on Ma San ch trng pht

trin cc lnh vc sau: Cng ty C phn Thc Phm Ma San: sn xut nc chm, gia v, m n

lin, ht nm v cc loi thc phm ng gi khc. Ngn hng Thng mi c phn K Thng Vit Nam: cung cp cc dch

v, ti chnh, ngn hng. C ng ln v i tc ti chnh ca Masan Group:3


BankInvest Group c thnh lp ti an Mch vo nm 1969 v l mt

trong nhng t chc qun l ti sn ln nht bn o Scandinavia vi tng gi tr ti sn c tnh khong 35 t USD, trong c 6 t USD c u t vo th trng mi ni. Ti thi im nim yt, BankInvest, thng qua qu BI Private Equity New Markets II K/S ang s hu 10.15% c phiu ca Masan Group. TPG Growth l qu u t pht trin c chin lc u t vn v mua li

quy m nh thuc TPG, mt cng ty u t t nhn ton cu c thnh lp vo nm 1992 vi tng ti sn qun l c tnh khong 45 t USD. n thng 10/2009, Masan Group pht hnh 4 tri phiu chuyn i cho

3 cng ty con chuyn dng cho u t do TPG Growth qun l l 630 t ng. Gi tr chuyn i ban u ca tt c cc tri phiu chuyn i l khong 20.374 ng mt c phiu. Gi chuyn i c th c iu chnh trong trng hp da trn gi tr ca Cng ty, c tnh trn c s ly 8 nhn vi li nhun sau thu cho nm 2010 ca Masan Group sau khi c iu chnh theo mt s yu t c tha thun trc, gi chuyn i c th thp hn. Trong trng hp ny, gi chuyn i s c tnh trn gi tr thp hn ny. Cc bin php chng pha long thng thng khc c th c p dng theo nguyn tc c li cho cc tri ch.

Tt c tri phiu chuyn i c th c chuyn i vo bt k thi im

no tngy 1 thng 4 nm 2011 cho n ngy o hn l thi im khong 3 (ba) nm k tngy Masan Group chnh thc nim yt ln u ti S Giao dch Chng khon TP.HCM. Ngoi ra, Masan Group cng d nh pht hnh ring l cho cc nh u t

khong 30% c phn sau khi nim yt ti S Giao dch Chng khon TP.HCM. V c cu vn c ng: ti thi im 23/10/2009, c ng nc ngoi s

hu 11,96%, c ng trong nc s hu 88,04% v khng c c ng nh nc.2. Sn phm hot ng ca MasanFood: 4


Sn phm gia v :

II. Phn tch mi trng Marketing ca MasanFood

v sn phm ht nm

Khng bt ngt Chinsu:1. Tnh hnh th trng chung: - Dn s Vit nam c khong 87 triu ngi (2011) v tng trng u n

mc trung bnh 1,04%/nm. iu ng lu l dn s khu vc thnh th l 26,88 triu ngi, chim 30,6% tng dn s c nc, tng 2,5% so vi nm 2010; dn s khu5


vc nng thn 60,96 triu ngi, chim 69,4%, tng 0,41%. l s liu m Tng cc Thng k va cng b, nhng ang c xu hng tng nhanh do: Di dn t cc vng nng thn. Cc khu th, cng nghip mi hnh thnh - Ngi dn thnh th c thu nhp v mc sng chnh lch kh cao so vi nng thn. C th l GDP bnh qun u ngi c nc l 480USD, trong khi Thnh ph H Ch Minh v H Ni l trn 1000USD. - Tuy nhin, qu thi gian ca ngi dn thnh th ngy cng tr nn hn hp hn, do cng lm vic cao v nhu cu tham gia cc hot ng gii tr ngy cng tng. - D cho t cht ngi ng nhng gia nh thnh th ngy cng c xu hng c lp t do (sng ring, gia nh ch c 2 th h), c bit l i vi tng lp c thu nhp trn trung bnh. - Ngoi ra thu nhp ca gia nh cng c xu hng thay i, t ch ch mt ngun (ngi chng) sang hai ngun ( c chng v v). Ngy cng c nhiu ph n thnh th i lm, mt mt l c thm thu nhp cho rt nhiu chi tiu khc nhau trong thnh ph. Mt khc, ph n ngy cng thc c nhu cu t lp v nng cao kin thc, kh nng giao tip v bo v hnh phc gia nh. - Trong cc gia nh kh gi, vic thu ngi gip vic m ng cc vic ni tr thay cho b ch gia nh ngy cng tr nn ph bin. Tuy nhin, nhng ph n khn ngoan khng h ph thc ton b cho ngi gip vic. Vn nu n ngon, hp khu v v m bo sc kho cho chng con vn l mc quan tm hng u. V vy: Nhu cu s dng cc sn phm nu n tin li nhng vn ngon ming v m bo sc kho ngy cng gia tng, c bit l trong cc gia nh thnh th c thu nhp kh tr ln.6


2. Tnh hnh th trng ht nm: - Sn phm ht nm ln u tin xut hin ti th trng Vit Nam vo thng 12/2001, gm 4 nhn hiu chnh: i tin phong l nhn hiu ht nm t tht Knorr ca Cng ty Unilever.

Nm 2002, l ht nm m v tht Maggi (Nestle). K tip, nm 2003 l ht nm Ngon t tht, ngt t xng Aji Ngon ca Ajinomoto. V cui cng l ht nm Khng bt ngt Chinsu ca Masan Food cng xut hin.- 4 nhn hiu ny lm cho th trng th trng ht nm ti Vit Nam ngy

cng c hm nng. Mc d trc , th trng cng c nhng loi bt nm, nc xp ca Vifon, Vissan, Miliket... - Ht nm Knorr (Unilever), ht nm Maggi (Nestle) do thuc cc cng ty a quc gia c tim lc v ti chnh nn nhng nhn hiu ny xy dng v pht trin kh bi bn thng qua cc hot ng qung co v khuyn mi khc nhau to cho th trng ht nm Vit Nam mt ci nhn hon thin.- Nhiu gia nh kh gi thnh th chuyn t vic s dng mui, bt ngt

sang bt nm hn vi cc sn phm nm nm truyn thng.- Trc y, ngi tiu dng thng nh thm s tr gip ca ti, tiu, hnh

to mi hng hp dn cho mn n. Theo nghin cu mi nht c ti 47% h gia nh thnh th dng ht nm. Trong s c n 80% dng ht nm thng xuyn. Sn lng ht nm d kin tiu th trong nm 2009 l khong 3700 tn.7


- Vi s ra i ca sn phm ht nm Chinsu, ngi tiu dng c thm s la chn v c bit l c thm mt cch mi trong vic to hng thm v mi v cho mn n. Vic hn 60% ngi tiu dng hin ang s dng v gn b vi sn phm ht nm Chinsu phn no ni ln tnh nh hng ng n ca sn phm.. - S pht trin ca mt hng ht nm da trn vic p ng yu cu tin li v sc khe cho ngi tiu dng. Tuy nhin s pht trin ny khng thc s vng chc do c n khch hng mua li ht nm v tin rng trong ht nm khng c bt ngt. 3. Cc i th cnh tranh: i th cnh tranh trc tip: Aji Ngon, Knorr, Maggi,..

Sn phm Yu t Cht lng Bao b Gi c Phn phi Kinh nghim Thng hiu Marketing Khuyn mi Tng kt 4 1 4 3 3 3 3

Ht nm Aji Ngon 1 4 2 2 2 2 4

Ht nm Chinsu 2 2 3 1 1 1 1

Ht Nm Maggi 3 3 1 4 4 4 2

Ht nm Knorr

21

17

11

218


Theo s liu tng kt nh sau: Trong s 200 ngi hi tng nghe n thng hiu no trong 4 thng hiu sau kt qu nh sau:

Cc i th cnh tranh gin tip: Bt ngt, bt canh, gia v thng thng.

Hin nay vn cn s lng khng nh ngi s dng bt ngt hoc thm ch ch dng mui gia v v khng s dng m chnh hay ht nm. Nhng i tng ny thc s rt tim nng.4. Phn tch SWOT sn phm ht nm Khng bt ngt Chinsu:

9


im mnh( Strength)

im yu( Weakness)

- C nhiu kinh nghim trong vic ph - C cu qun l cn thiu linh hot, nng bin, nh hnh thng hiu vi ngi tiu n do phi qun l vn hnh rt nhiu nhn dung. - C h thng phn phi rng khp trn ton Vit Nam. - C tim lc rt mnh v ti chnh, c nhiu kinh nghim ti th trng VN cng nh hoch nh chin lc kinh doanh lu di. - Hiu khu v ca ngi Vit. hng khc nhau trong nhiu lnh vc. iu ny phn no lm cho qu trnh x l, ra quyt nh cng nh ng bin vi th trng cn hn ch. - Cho ngi tiu dng bit n chi ph qung co s cao hn v sn phm mi hon ton (ht nm ko bt ngt). - Phi i ph vi nhiu i th cng lc,kh thc hin c chin lc mt cch tt nht. C hi(Opportunity) Thch thc( Threat)

- Th trng tiu dng Ht nm VN rt - Cc i th hin ti v tim nng ngy tim nng. Dn s tr, tng nhanh v nhn cnh tranh ngy cng gay gt. thc thay i ngy cng nhanh v nhy bn. - Khch hng ngy cng quan tm n SC KHE . H mun v i hi sn

- i tng s dng rng hn v c phn phm phi an ton tuyt i. khc r rt. - Sn phm mi khch hng kh chp nhn. - B khch hng ty chay v b nh hng t nc tng chinsu. - B sa ly vo chnh ci by do mnh t 10 ra,marketing da trn s s hi.


5. nh v sn phm: - Mc tiu chung : ht nm duy nht an ton v tt cho sc kho ca gia nh

bn vi 0% bt ngt- Sn phm ht nm Chinsu: l sn phm c cht lng tt nht trong con mt

ngi tiu dng- Thng hiu: Thng hiu Chinsu l biu tng cho tnh yu thng, S chia

s trong gia nh- Doanh nghip Massan: L mt mt trong nhng tp an ln mnh bc nht

trong ngnh hng tiu dng c nhn cng nh cc sn phm tiu dng.6. Chin lc Marketing - Mix ca Masan cho sn phm ht nm Khng bt

ngt Chin-su:- Chin lc sn phm:

Pht trin sn phm vi thnh phn hon ton khng c bt ngt, vi cc c bao b ph hp: Sn phm mi cn p ng cc yu cu sau: Thuc tnh: 0% bt ngt + b sung m t nc hm xng c c. Cht lng: c xc nhn bi mt trung tm dinh dng c thm quyn

ca nh nc. Bao b: to ra s khc bit r rng so vi cc bao b ht nm hin ti, nhm

n s tin dng v chng vn cc. Kch c (s kim chng vi ngi tiu dng trc khi tung)

Loi gi Trung bnh 1 gi 75g va nu mt ni canh cho 4 ngi n.11


Nhn hiu: s dng nhn hiu, logo v mu sc ch o ca Ht nm

Chinsu, thit k nhn bao b ni bt % bt ngt v du xc nhn cht lng. Nhng hot ng km theo gm: Lp ng dy nng vi b phn dch v khch hng, nhm gi thch cc thc mc v sn phm, cc li khuyn v dinh dng v cc cng thc nu n. Theo di vic tung sn phm mi v quyt nh tng bc nng cp, lm mi sn phm ph hp vi nhu cu, khu v a dng ca ngi tiu dung, nh thm hng v, b xung dng cht.- Chin lc gi: mc gi phi ph hp vi mt sn phm vt tri v cht

lng, ln u tin c mt trn th trng v mt nhn hiu uy tn, cao cp. V gi bn l cho ngi tiu dng, mc gi s vo khong 15 40% cao hn

gi ca ht nm thng (gindex so vi loi 100g), ph thuc vo tng loi bao b c th. T l li nhun cho cc knh phn phi p dng tng ng vi i th. Tuy nhin y mnh dung th, loi gi n (1 dy 10 gi) s c t l li nhun cao hn khuyn khch h thng trng by v bn loi bao b ny.- Chin lc phn phi: Hai knh phn phi chnh gm phn phi trc tip

vo siu th v phn phi gin tip vo cc tr ln trong cc thnh ph thng qua h thng bn l. Siu th: ng vai tr quan trng trong vic to s nhn bit, quan tm v

dung th ca cc khch hng mc tiu. Bao ph 100% ti cc siu th. Trng by cnh cc thng hiu ht nm khc trn k thng phi to s khc bit r nt, thng qua kiu dng bao b v cc vt dng truyn thng ti k. Ngoi ra cn thu thm u k v nhng v tr trong khu vc thc phm ti sng ch bin sn trng by v gii thiu sn phm.12


Ch: l ni thng c ngi tiu dung mua ht nm ( ch sau siu th).

bao ph cn t 70% ti cc ch chnh trong thnh ph. Xy dng cc chng trnh khuyn khch ngi bn. - Chin lc truyn thng i tng truyn thng: ph n 25-40 tui, ang i lm, c gia nh, thu

nhp h gia nh t 2triu/thng tr ln. Thng ip truyn thng ht nm khng bt ngt: trn thc t ht nm

thng thng c ti 31% bt ngt. Vi vy bo v sc khe gia nh bn, hy chn ht nm Chinsu, ht nm duy nht cha 0% bt ngt v b sung cht m t sn non. Cng c truyn thng: Qung co trn cc tp ch Gi dng th km theo sn phm tng t v nc mm pha sn Chinsu; Chng trnh kin thc tiu dng trn TV; Trng by v nhn vin gii thiu sn phm ti siu th; Kt hp vi cc siu th: tng gi dng th km vo cc gi thc phm ti sng qua s ch.

III. Din bin khng hong ca Ht nm khng bt ngt ca Chin-su: 1. Nguyn nhn khng hong:

- Cha c h thng v quy trnh qun l cht lng ng b dn n ri ro cho sn phm.13


- Cng tc R&D nhm nghin cu v ng dng sn xut ra sn phm mi cha

p ng c tt nht nhu cu n ngon m li an ton ca ngi tiu dng.- Ni dung v cht lng cha c kim nh r rng qung co v cng b

ra th trng dn n s nhm ln khng ng c.- Thi gian x l chm, khng c s phng trc nn s vic xy ra din bin

nhanh khng khc phc c.2. nh hng ca khng hong: - Nhiu bi bo xut hin v tc hi ca cht iu v trong ht nm Khng bt

ngt ca Chinsu lm cho ngi tiu dung mt lng tin vo thng hiu. - Doanh s tht gim dn n vic khai t nhn hiu. - Mt th trng vo tay i th.

3. Mc tiu gii quyt:

- Bo v uy tn ca thng hiu. - To dng li nim tin trong lng ngi tiu dng. - Tng cng mi quan h vi khch hng trung thnh. - Gi vng th phn.4. Chin lc hnh ng:

Giai on 1: Ngn chn khng hong lan rng. 4.1 Thnh lp i x l khng hong:

14


- P. Tng Gim c: Trng i din pht ngn.

- Trng phng Marketing: Tr l i din pht ngn. - Nhn vin phng Marketing. - Trng phng nhn s: Chu trch nhim trin khai cc truyn thng ni b cng ty. 4.2 Ngn chn khng hong lan rng:- Kim sot din bin khng hong: vi s tin b ca cng ngh v internet nn

tin tc lan truyn rt nhanh. Ngoi cc bo giy khng th lm g hn th vic kim sot khng hong phi c thc hin trn cc bo mng, din n online. Thng tin c pht ra t nhng t bo mng chnh nh: Tuoitre online, Vnexpress,Cc din n ln nh: Webtretho.com, ttvnol,cn v s nhng trang bo mng v din n nh khc ch ng bi dng copy. V vy, vic u tin l phi xc nh ngun thng tin c xut pht t u kp thi ngn chn v x l. - Khng c cho nhng t bo ln vit thm v vn sn phm Chinsu, to nn chui s kin s thu ht ngy cng nhiu d lun khin khng hong ngy cng ln.- T chc hp bo: Gii thch v vic truyn thng (qung co, pht t ri,..) cho

sp ht nm Chinsu va qua. Khng nh sp Chinsu c cp php Qung co, mc khc nhn sai v vic pht t ri cc ch v iu ny cha c cho php. Trn an d lun bng cc gii php, chun b k cc ti liu v sn phm, cc cht 621, 627, 631.- Thng co bo ch (Press Release): mi cc nh bo ca cc bo c uy tn

tham gia hp bo v phi gp g, lobby cho cc nh bo ny trnh trng hp cuc hp bo tht bi.15


- Truyn thng ni b: ban hnh nhng vn bn ni b gii thch v vic ang

din ra to nim tin ca nhn vin v tranh th s ng h t nhn vin. Thc hin chng trnh thit thc cho cn b nhn vin trong cng ty. 4.3 K hoch chi tit: - Lin h vi cc t bo ln (bo giy v mng) g cc bi vit ng ti nu c th dp tt ngun thng tin v khng hong: Tui Tr, Thanh Nin, Vnexpress, Vietnamnet, Webtretho, Tp ch Tip th & Gia nh, Thi Bo Kinh T Si Gn,- Hp bo: Thu ht 45% gii truyn thng tham gia vo bui hp bo.

C trn 10 bi bo a tin v bui hp bo. Gii p r rng cc khc mt v sn phm v vic qung co khi cha c cp php. To c hiu ng tt t d lun sau bui hp bo t nht l s vic s lng ng xung.- Ni dung hp bo:

i din ca cng ty bo co thc trng vn xy ra. Tip tc trnh by cc gii php m cng ty v ang thc hin khc phc vic qung co cho sn phm Chinsu i din ca cng ty Agency i din thc hin nhng qung co cho

sn phm Chinsu bo co v qu trnh thc hin vic qu trnh qung co v giy php qung co.16


Tr li cht vn ca gii truyn thng v thc trng cng nh v sn phm xung quanh cc vn c cha cc cht 621, 627, 631. D tnh khong 20 nh bo. i din cng ty pht biu, cam kt thc hin ng nhng cng vic cng b: tm dng cc hot ng qung co (TVC, pht t ri, bandroll ti im bn, ), sm cng b kt qu kim nghim sn phm ht nm Chinsu cho gii truyn thng v cng chng.- Thng co bo ch: Cc phng vin ca cc bo c mt trong bui hp bo s

ng a tin v ni dung cuc hp bo gii truyn thng c th bit nhng ng thi ca cng ty v s trn an phn no d lun. - Truyn thng ni b: Phng nhn s chu trch nhim ban hnh nhng vn bn trn an nhn vin cng ty vi li ku gi v mong s tin tng v tip tc hp tc. Chng trnh: Vng nghip cng Chinsu

Thi gian: 3 thng Mc ch: Gi vng ngun nhn lc trong lc kh khn Nhn vin yn tm v tin tng cng ty. Tranh th s ng h t trong ni b, to ni lc vt qua kh khn. Ni dung: Mi phng ban u a ra ch tiu nh gi nhn vin theo cc th hng A,B,C da vo s im ca cc ch tiu a ra. Cui thng: trng b phn s np cho phng nhn s v xt thng.17


C cu thng: hng A mi thng c 200.000. Lin tc 3 thng hng A: 1.000.000 v giy khen. Nhng ngi c gii c tuyn dng ton cng ty.

4.4 Ngn sch:

Chng trnh Ngn chn thng tin bo ch

Thi gian Sau khi khng hong bt u 1 tun sau

Ngn sch 500.000.000

Ghi ch n khi x l xong

Hp bo Lobby nh bo

khng hong

200.000.000 50.000.000 Trn cc bo c

Thng co bo ch

Sau khi hp bo 330.000.000

phng vin tham d hp bo

Vng nghip cng Chinsu Tng Cng

3 thng

1.000.000.000 2.080.000.000

Giai on 2: X l khng hong 4.1 Ni dung: - Thc hin nhng cam kt trong bui hp bo trc: tm ngng nhng qung co v sn phm ht nm Chinsu nh: TVC, t ri, lng ng d lun l Chinsu la di ngi tiu dng. - Lp ban kim nh ca cng ty kt hp vi b y t tin hnh kim tra v o lng hm lng 631 trong sn phm. Cng khai vic kim nh hm lng 631 c18


trong sn phm v cng b kt qu theo chiu hng c li v nhng cht 627, 631 vn c cho php s dng vi hm lng nht nh.- T chc hp bo: Cng b kt qu kim nghim v hm lng cc cht 627,

631. Khng nh hm lng cc cht ny trong sn phm ht nm Chinsu khng vt qu mc m B Y T quy nh. T , em li nim tin v trn an c d lun. - Thng co bo ch v cuc hp bo trn. S dng hnh nh i din P.Gs.Ts Nguyn Th M An Vin trng vin dinh dng ngi c uy tn trong lnh vc thc phm nh chnh v cht 631 trong sn phm ca ht nm Chinsu. - Vit bi PR dng Advertorial xy dng li nim tin ni khch hng. Cng vi , khi cht lng sn phm c kim nghim th s tung nhng bi vit PR dng Editorial v Testimonial (bi vit kim chng thng qua mt bi phng vn nhn vt c uy tn trong ngnh thc phm. - Tng cng mi quan h vi cc khch hng trung thnh: a ra cc chng trnh, chnh sch u i gi chn nhng khch hng trung thnh v gi vng h thng phn phi. 4.2 K hoch chi tit: - G b tt c cc qung co lin quan n sn phm ht nm nh: TVC, t ri, bandroll ti im bn, Phng Marketing hy cc hp ng qung co TVC vi i tc. Ngng vic pht t ri v sn phm cc ch, trung tm thng mi. Lin kt vi phng kinh doanh ch o cc nhn vin kinh doanh thu hi

nhng bandroll treo nhng im bn. m bo khng cn mu qung co no v sn phm n vi ngi tiu dng. Vic ny s trnh c vic lan rng khng hong v hn na n nh mt ng thi lm lng ng d lun v sn phm.19


- Lp ban kim nh kt hp vi thanh tra B Y T kim nghim hm lng cc cht 627 v 631 c trong sn phm: Ban kim nh: gm gim c pht trin cng ngh ca Cng ty, b phn nghin cu v pht trin sn phm chu trch nhim trc tip cho sn phm ht nm Chinsu. Cung cp mu th cho thanh tra B Y T kim nghim cht lng. Chu trch nhim lm vic vi cc c quan lin quan kim nghim cht lng sn phm. Hp tc nhm a ra kt qu c li nht. Kt hp vi chnh thanh tra B Y T a ra kt qu kim nghim cui cng. - Hp bo: Mc ch: Cng b kt qu kim ngim v hm lng cc cht 627, 631 c trong sn

phm. Khng nh ht nm Chinsu khng bt ngt v Chinsu khng la di ngi tiu dng. Thi gian: Mt tun sau khi c kt qu kim nghim. Thnh phn tham d: Chnh thanh ta B Y t, cc quan chc ca cc c quan tham gia kim nghim sn phm nh: Vin Dinh dng quc gia, Trung tm K thut tiu chun o lng cht lng 3 (Quatest 3), cc nh bo ca cc t bo ln. Ni dung hp bo: i din pht ngn ca cng ty pht biu: nu li din bin s vic, nhng cng vic lm th hin c cam kt ca Cng ty. Chnh thanh tra B Y t cng b kt qu kim nghim cht lng sn phm ht nm Chinsu v khng nh sn phm khng c bt ngt.20


Phn vn p dnh cho cc nh bo cho cc bn c lin quan.

i din pht ngn ca cng ty pht biu nhn mnh vic Chinsu khng nh la ngi tiu dng v cc kt qu r rng. Kt thc hp bo.- Thng co bo ch: Cc phng vin ca cc bo c mt trong bui hp bo s

ng a tin v ni dung cuc hp bo cng b rng ri v kt qu kim nghim sn phm ht nm Chinsu n cc gii cng chng. - Vit bi Advertorial tng cng hnh nh v s tr li ca sn phm ht nm Chinsu. ng trn cc bo v tp ch ln. - Vit bi Editorial nh vo tm l ngi tiu dng v gii thch r v cc cht 621, 627 v 631. Vit bi phng vn vi l thc s - bc s dinh dng o Th Yn Phi, ging vin Trng i hc Y khoa Phm Ngc Thch TPHCM gii thch r v cc cht nu trn v hm lng cho php trong ht nm.- Chng trnh: Cng Chinsu bo v sc khe vng

Ni dung: l mt chng trnh khuyn mi u i ln cho cc nh phn phi, siu th, ca hng tin ch, Nu r thng ip ca chng trnh v nhn mnh vic ht nm Chinsu khng bt ngt c kim nghim v bo v sc khe ngi tiu dng. Chng trnh c thc hin trong mt thng. Ngn sch khong 15% doanh s d on bn c trong thng c lp trong Forecast. 4.3 Ngn sch:

Chng trnh

Thi gian

Ngn sch

Ghi ch21


Tm dng qung co Kim nghim sn phm Hp bo Lobby nh bo Thng co bo ch i din thng hiu Advertorial Editorial Testimonial Cng Chinsu bo v sc khe vng TNG CNG

Sau khi khng hong bt u

60.000.000 2.000.000.000

n khi x l xong Lobby

Mt tun sau khi c kt qu

200.000.000 50.000.000

Ngay sau khi hp bo

330.000.000 1.000.000.000 1.139.000.000 Bi vit + ng Bi vit + ng Bi vit + ng

1 thng

200.000.000 4.979.000.000

Theo doanh s bn

Giai on 3: Hi phc sau khng hong 4.1 Ni dung: - T chc nghin cu mc hi lng v sn phm, thm d d lun v ngi tiu dng v sn phm.

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- Vit bi Testimonial (kim chng) a ra cc s liu nghin cu c th hin c s phc hi ca sn phm sau khng hong.- T chc Event: T chc event cuc thi nu n Vo bp cng Chinsu. - Kt hp vi Cc An ton v sinh thc phm v Vin Dinh dng quc gia t

chc cc chng trnh hi tho Ph n hin i v chuyn bp nc. 4.2 K hoch chi tit: - T chc nghin cu marketing cho sn phm. Hp ng vi cng ty c uy tn v nghin cu th trng nh: TNS, Neilsen,. nghin cu v hnh vi, thi ca ngi tiu dng khi mua sn phm ht nm ni chung v s tin cy, mc hi lng khi sn phm ht nm Chinsu ni ring. T , kim nghim c s phc hi ca sn phm sau khng hong. - Sau khi c kt qu ca cuc nghin cu th s vit bi Testimonial a ra nhng con s thng k v ngi ni tr s dng sn phm ht nm Chinsu. ng trn cc t bo ln v c bit c tp ch m ngi ni tr l c gi chnh nh: Tip th & Gia nh, Ph N, - Event: Cuc thi nu n Vo bp cng Chinsu - Mc tiu: thu ht s quan tm, ch ca gii truyn thng. Tuyn truyn,

qung b rng ri hnh nh ca sn phm n ngi tiu dng m i tng chnh l cc b ni tr.- Thi gian: 4 thng.

- Ni dung: T chc ti 4 thnh ph ln: H Ni, Tp.HCM, Nng v Cn Th.

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Kt hp vi cc cu lc b hoc cc hi i phng nh: Cu lc b Ni tr, Cu lc b ph n, Hi ph n,.. thc hin chng trnh. n v bo tr thng tin: Bo Ph N. Chng trnh: Chun b danh sch ng k tham gia v xp lch. Cuc thi s l vic tr ti nu n gia cc i c phn theo cc phng ca Qun, huyn thi u vi nhau. Mi i khng qu 10 thnh vin.- Bc thm chia bng v xp lch: mi ln thi u th s theo mt ch nht

nh. VD: mn n dn gian Nam B, Trung B,mn n ngy h, - Thi u theo bng v c th tnh n chung kt. T chc ring cho tng thnh ph. - Gim kho l cc Bp trng ca nhng nh hng ni ting ca nhng thnh ph ny. C 4 thnh vin trong Ban Gim Kho. Gii nht: 100.000.000 v mt nm min ph ht nm Chinsu. Gii nh: 50.000.000 v mt nm min ph ht nm Chinsu. 2 gii ba: mi gii 20.000.000 v mt nm min ph ht nm Chisu. 4 gii khuyn khch: mi gii 10.000.000 v mt nm min ph ht nm Chinsu.- Truyn thng: trong sut qu trnh t chc, n v bo tr thng tin l bo Ph

n s lin tc a tin v cng b kt qu ca cuc thi. Kt hp ng bi trn mt s bo khi cuc thi kt thc. - Hi Tho: Hi tho Ph n hin i v bp nc t chc ti TP.HCM24


Thi gian: Sau cuc thi Vo bp cng Chinsu Mc tiu: cho thy s tin li ca ht nm i vi ngi ph n hin i. Lm sao nu mn n ngon m khng mt nhiu thi gian v li tt cho sc khe. Thu ht s quan tm ca ngi tiu dng n sn phm. Ni dung: Kt hp vi Hi ph n Tp.HCM thc hin bui Hi tho. Mi cc chuyn gia ca Vin dinh dng gii thch thm v sn phm ht nm ngy nay nh v thnh phn, dinh dng, li ch cng nh nguy c ca ht nm ni chung. i din Cc an ton v sinh thc phm gii thch v cc cht 621, 627 v 631 ngi tiu dng hiu r. Mi mt vi i din c uy tn trong Hi ph n chia s chng vic hng ngy v cng vic bp nc. cp n s tin li khi dng ht nm v c bit tt vi ht nm khng bt ngt ca Chinsu. n v bo tr thng tin l Bo ph n s a tin v Hi tho ny n rng ri cng chng. 4.3 Ngn sch:

Chng trnh Nghin cu th trng

Thi gian

Ngn sch 1.200.000.000

Ghi ch Lm ti 3 thnh ph: HN, SG, N. Bi vit + ng

Bi Testimonial Vo bp cng Chinsu

Sau khi c kt qu nghin cu 4 thng

413.000.000 3.200.000.000

Hi tho Ph n hin Sau cuc thi nu 1.000.000.000

Gm bo tr thng25


i v bp nc TNG CNGIV.

n 5.813.000.000

tin

Nhn xt cuc khng hong ca Chinsu:- Thng hiu Chinsu ni chung v ht nm khng bt ngt Chinsu ni ring

khng cn nim tin ngi tiu dng na nn ch cn phng n l Masan phi loi b sn phm ny. Nu khng s nh hng lin i n thng hiu Chinsu v nhiu sn phm khc.- Theo khuynh hng tiu dng hin nay, ngi tiu dng rt ch trng sc khe

v c bit quan tm n cc sn phm thin nhin. T c im ny, Masan Group c th a ra sn phm mi vi thng hiu mi ph hp vi nhu cu v th hiu ca ngi tiu dng.- Bn cnh , Masan cn ti ht nm Knorr ca Uniclever ang i theo

hng ny. Cn phi c s cn i cho hp l khi ra sn phm mi.-

S vic khng hong ln ny 1 phn do PGS.TS Nguyn Th Lm -

Ph Vin trng Vin Dinh Dng khi ln nhng Masan li dng ThS dinh dng o Th Yn Phi tr li thng tin v cht iu V th khng th no gii quyt c do chc v ca b Nguyn Th Lm cao hn ThS dinh dng o Th Yn Phi nn cha to nim tin cho ngi tiu dng.

26