chiến lượt tiếp thị mì hẢo hẢo, tiếp cận khách hàng theo cách khÁc biỆt

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  1. 1. Nhm Ho Ho GVHD: NGUYN XUN DUY
  2. 2. NGUYN NG PHHUNH VN GIANG NGUYN TH QUNH NH HO HO CHUA CAY NGUYN HONG MINH THU HONG TH MAI OANH
  3. 3. PHN TCH NH HNG K HOCH SN PHM MI TRNG CNH TRANH I TNG MC TIU CHIN LC - TIP CN NH V CHIN DCH THNG IP TRIN KHAI NGN SCH NH GI
  4. 4. 1 - PHN TCH
  5. 5. 1993 1999 2000 2004 2008 Thnh lp cng ty Lin Doanh Vifon Acecook Ln u tin ot danh hiu HVNCLC Ra i m Ho Ho Bc t ph ca cng ty trn th trng m n lin Chnh thc i tn thnh cng ty TNHH Acecook Vit Nam i tn Cng ty c phn Acecook Vit Nam Thnh vin chnh thc ca HHMALTG CHNG NG PHT TRIN
  6. 6. SOURCE: cafef.vn TH PHN M GI 51.5% Th phn m n lin VINA ACECOOK gm: 20% Ho Ho 11% Ho 100 20.5% sn phm khc ca Vina Acecook n v u tin i din VN tham gia HIP HI M N LIN TH GII
  7. 7. HO HO CHUA CAY
  8. 8. S Strength Sn phm tin li, cht lng quc t, c tin dng nhiu nm. Hng v Chua Cay ph hp vi vn ho m thc Vit Nam. W Thit k bao b cha hp dn. Gi thnh sn phm tng i cao so vi i th. Sn phm khng c s khc bit so vi th trng nhn chung. Weakness O C knh phn phi rng. Th trng m n lin tng trng tt. Tim nng th trng ln, nhng vic tham gia vo th trng ny i vi doanh nghip mi khng phi d. Opportunity T Ngi tiu dng c xu hng quan tm n sc khe. i th cnh tranh lin tc ra cc chiu thc qung co dnh th phn. S cnh tranh gay gt hn do nhiu cng ty trong v ngoi nc tham gia vo th trng. Threat PHN TCH - SWOT
  9. 9. New Entrants Substitutions Customers Competitors Suppliers 5 FORCES - P LC CNH TRANH Khch hng quan tm n sc kho i th lin tc tung ra chin lc qung co & sn phm nh trc din th phn m chua cay. Masan: Omachi, Chinsu, Kokomi AsiaFood: Gu , Ho Hng
  10. 10. 0 1 2 3 4 5 6 7 Gi cnh tranh Thit k bao b p Phn phi rngTh phn Cht lng Ho Ho Gu Kokomi Omachi PHN TCH - SPIDER
  11. 11. High Low Low High Relative Market Share RelativeMarketGrowthRate ? Tin Vua Chua Cay Kungfu Aone Chua Cay Kokomi Chua Cay Gu Chua Cay Omachi chua cay BCG MATRIX Ho ho chua cay
  12. 12. 2 - NH HNG
  13. 13. c im: Tr, nng ng, hin i, c tnh. Thch online, c ci nhn tch cc, ci m v n nhanh. Nhu cu vui chi, gii tr, tham gia cng ng cao tui : 18 - 24 KHCH HNG MC TIU Gii tnh : 60 % nam, 40 % n Ngh nghip : 65 % sinh vin, 35 % khc Sinh sng : H Ch Minh
  14. 14. NGI DNG THEO GII TNH Ngun: YLinkee
  15. 15. HNH VI & TIU DNG Sinh sng Gii tr Thi c
  16. 16. HNH VI ONLINE PURPOSE & PLACE 67% XEM TH GIN & GII TR 89% XEM VIDEO TI NH Source: The Consumer Barometer Survey 2014
  17. 17. 18% Food & Cooking 22% Gaming TN SUT XEM VIDEO LOI VIDEO C XEM
  18. 18. NH V CHIN DCH HO HO L M C HNG V CHUA CAY C O & KHC BIT Vina Acecook s t chc mt cuc thi c o hi hc nht trong nm 2015 ginh cho gii tr th hin bn thn v thch s khc bit
  19. 19. 3 - K HOCH
  20. 20. THNG IP TRUYN THNG HO HO CHUA CAY THY NGAY KHC BIT idea
  21. 21. + +
  22. 22. MC TIU 400 Bi d thi 100.000 + VINE 1.500 ngi tham gia event
  23. 23. MILESTONE 14/9 20/9 27/9 04/10 11/10 15/10 16/10 17/10 18/10 PR gii thiu cuc thi Bt u thi Vine tun 1 Bt u thi Vine tun 2 Bt u thi Vine tun 3 Bt u thi Vine tun 4 PR tng kt cuc thi Seeding gii thiu cuc thi v chng trnh event ngy 18/10 Event PR gii thiu event Hot Bloggers ng Vine v gii thiu cuc thi Hot Bloggers gii thiu chng trnh event Banner ads gii thiu cuc thi Vine Banner ads gii thiu Event Facebook ads event Facebook ads cuc thi vine Bi PR Forum Seeding Facebook Post Sau Event Chun b cuc thi Vine Cuc thi Vine Chun b Event trao gii
  24. 24. TIMELINE W1 W2 W3 W4 W5 W6 W7 W8 SEP OCT PR SOCIAL DISPLAY ADS FR SEEDING BLOGGER VIRAL VIDEO MINI GAME VINE Gii thiu cuc thi VINE Gii thiu cuc thi VINE Ho Ho Facebook Fanpage VINE: Clip Viral VINE GAME 1 PRINT VINE GAME 2 VINE GAME 3 VINE GAME 4 PRINT ADS, LEAFLET Gii thiu Event Kt qu Thi Vine & Gii thiu EVENT Gii thiu cuc thi VINE Gii thiu Event Facebook Promoted Event Facebook Sponsored Stories & Ads PRE EVENT EVENT POST EV
  25. 25. CHIN LC TIP CN CUC THI + GII THNG A I S A S 1. NHN BIT S KIN 2. QUAN TM QU TNG 3. THAM GIA 4. CHIA S LI KO BN B Attention Interest Search Action Share - PR ONLINE - FORUM SEEDING - FACE BOOK ADS - SEARCH FACEBOOK - SEARCH GOOGLE - SEARCH YOUTUBE - VIEW KOL VINE CLIP - SIGN-UP - CREATE - SEND & SHARE VINE CLIP - FACEBOOK POST CLIP COMMENT LIKE SHARE - INVITE FRIEND
  26. 26. LIKE FANPAGE XEM VINE MU NG K THNG TIN TO VINE UPLOAD VINE GI LINK SHARE VINE, GN HASHTAG INVITE FRIEND LIKE, SHARE = 1 point = 2 point = 3 point TNH IM CCH THC THAM GIA
  27. 27. 1x GII C BIT (Video c s im chung cuc cao nht): 1 Iphone 6 Plus 1 nm s dng m Ho ho min ph GII THNG 1x GII NHT (Video do BTC bnh chn): 10 triu ng 1 nm s dng m gi ho ho min ph. 4x GII TUN: 5 triu ng tin mt 1 nm s dng m ho ho min ph.
  28. 28. SEEDING FORUMPR HOT BLOGGER BANNER ADS VIRAL CLIP FACEBOOK ADS mp3 HOT NG QUNG B
  29. 29. Bi PR chuyn mc gii trBi PR chuyn made by me Bi PR chuyn mc sng tr CC V TR HIN TH BI PR
  30. 30. CC V TR HIN TH BANNERS
  31. 31. FACEBOOK ADS FACEBOOK ADS
  32. 32. HOT BLOGGERS Vine Ho Ho
  33. 33. HO HO CHUA CAY THY NGAY KHC BIT Thi gian: 18/10 a im: Nh thi u Phan nh Phng Gian hng tr chi Hi tho k nng dnh cho sinh vin m nhc EVENT
  34. 34. QUNG B OFFLINE CHNG TRNH EVENT POSM POSTER BANNER LEAFLETS CUC THI + GII THNG
  35. 35. NGN SCH V KPIs
  36. 36. Project: Ho ho chua cay thy ngay khc bit Time: 14/9-18/10/2015 Product: Ho ho chua cay No. Description Amount (VND) Remark 1 Online Media 943.000.000 Click here to view more 2 Social Cost 305.500.000 Click here to view more 3 Event Cost 905.650.000 Click here to view more 4 Prize 106.260.000 Click here to view more 5 Production Cost 60.000.000 Click here to view more Total 2.320.410.000 Management Fee 10% 232.041.000 Total Cost exclude VAT 2.552.451.000 VAT 10% 255.245.100 Total cost include VAT 2.807.696.100 COST ESTIMATE
  37. 37. KPIs Description Duration Comments / Reply Views Topic 9 Forums 4 weeks 1.080 10.800 27 Viral Clip 4 weeks 12.000 400.000 3 Total 13.080 410.800 30 Description Duration Comments / Clicks Likes Facebook Fanpage 8 weeks 14.000 140.000 Total 14.000 140.000
  38. 38. Description Duration Clip Like Vine 4 weeks 400 100.000 Total 400 100.000 Description Duration Attendees Event 1 day 1.500 Total 1.500 KPIs
  39. 39. Description Duration Comments / Clicks Likes Khi My 4 notes + 4 status 1.500 100.000 BB Trn 4 notes + 4 status 500 5.000 L Th Huyn Anh 4 notes + 4 status 200 10.000 Ph c Bit 4 notes + 4 status 400 15.000 Hari Won 4 notes + 4 status 200 10.000 Kelvin Knh 4 notes + 4 status 700 50.000 HuyMe 4 notes + 4 status 100 5.000 Jvevermind 4 notes + 4 status 1.000 50.000 Total 4.600 245.000 KPIs
  40. 40. RI RO DO VIC CHM IM DA TRN S LT TNG TC CA NGI DNG TRN FACEBOOK NN S C NGUY C NGI THAM GIA S DNG MT S K THUT & CNG C GIAN LN V VY CN C CHUYN VIN V SOCIAL M BO TNH CNG BNG CA CUC THI.