1. SNACK KHOAI TY SY KM NC STSn phm ca Cng ty TNHH SLIME K hoch truyn thng tch hp do nhm ng i thc hin

2. Li m u Nhm ng i chn thnh cm n thy c tn tnh hng dn v ging dy. Ngoi nhng kin thc c sn trong sch v, thy c nhit tnh chia s nhng kinh nghim thc t. y l mt trong nhng yu t rt quan trng hc vin, nhng ngi hon ton mi m trong nghnh qung co tch cp c kinh nghim cho bn thn mai ny c th ng dng vo cng vic thc t ca mnh.Chn thnh cm n Qu thy c. 3. Mc lc I. Gii thiu nhm II. Giai on 1: - Brainstorming - Quyt nh chn ti - L do chn ti III. Giai on 2: - Tng quan th trng - Phn tch i th cnh tranh v bn thn sn phm - Xc nh KHMT - Chin lc nh v - Chin lc truyn thng IV. Ti liu tham kho 4. Gii thiu nhm NG I Khu hiu ca nhm: ONE TEAM ONE DREAMThnh vin nhm: 1. Nguyn Yn Nhi Trng nhm 2. Trn Th Cm Vn Gim c Marketing 3. Nguyn Ngc Hoi Phng Copy Writer 4. Nguyn Th Thanh Tho Art Director 5. Trn Th Mai Hng Creative Director 6. L Hng Khoa Hun PR Manager 7. Nguyn Mai Thanh Phng Media Mananger 5. Giai on brainstormingSao khngMnh rt l yu chn tithch n ung, du lch nh? nn lm mt Snack th saochin dch cho ta, mnh thch bnh ko n bnh snack nhng ngi bo Mt ti x hiPhi chn c khng?ti g cho Bo hnh tr emph n ch chng hn 6. Ba ti chn la dn n ti cui cng 7. L do chn tiSn phm snack a phn tp trung cho tui Teen v tr emMong mun a ra th trng mt sn phm snack khoai ty quan tm n dinh dng v vc dng ca ph n 8. Tng quan th trng Vit Nam Dn s: 84 triu dn GDP: 2.782 USD (*) 2/3 dn s di 35 tui v 50% di 25 tui => dn s tr v nng ng.Ngun: CIA World Factbook, Internet Worldstats, Wikipedia 9. Tng quan th trng TPHCMDn s thnh ph HCM: 8.2 triu dn trong 47% nam gii v 53% n gii. 25% N i lm va ton thi gian v bn thi gian. Thnh ph HCM chim 23% doanh s bn l . Hin nay ti thnh ph HCM c rt nhiu sn phm snack khoai ty vi nhiu mi v khc nhau, sn phm trong nc, nc ngoi v nhp khu. Mi sn phm u c c im ring nh Poca v Ostar c sn xut t khoai ty ti, Slide v Pringles c lm t bt khoai ty. a phn cc sn phm ny u nh vo phn khc teen.Ngun: AC Nielsen Retail Audit 2007 Gallileo - TNS 10. Tnh hnh qung co ca cc nhn hng snack 3,5 t ng l s tin chi ph cho qung co trn TV v bo trong ngnh hng snack trong nm 2007, 2008 v ba thng u nm 2009. Hai nhn hng qung co trn bo ch chnh l Poca v Vinamit. % chi ph qung co 3.4 0.521.635.1 Kinh do O'STARPOCA VINAMIT Ngun: TNS Vit Nam 11. Gii thiu v sn phmSnack SLIMESn phm Slime hon ton mi trn th trng thnh ph H Ch Minh, mt sn phm snack khoai ty khng gy tng cn.Sn phm Slime c sn xut t khoai ty ti c ct lt, sy to gin, dng km vi nc st.Trn th trng hin nay, theo nh nghin cu xc nh, cha c mt sn phm no tng t nh Slime. 12. Phn tch i th cnh tranh Nhn hngim mnhim yuPoca - Thng hiu u ln, c sn lng tin ca ngi-Hng v khng c sctiu dng vi Pepsi. - Bao b khng cun ht-Sn phm ch bin t khoai ty ti.-H thng phn phi mnh, rng khp- Pht trin cng d n khoai ty Lm ngOstar -Thng hiu u uy tin vi cc sn phm cht -Phn phi cha mnhlng t ORION.-nh v cha r rng-Sn phm ch bin t khoai ty ti.-Hong v ngon, c oPringles -Sn phm ca P&G, tp on ln trn th gii-Sn phm nhp khu-Hng v ngon - Cha chnh thc launch sn phm- c sn nim tin ca ngi tiu dng ti Vit Nam -Gi thnh t hn nhng sn phm cng loi Vinamit- Sn phm ch yu l sy: khoai lang, tri cy- Bao b khi lng ln => gi thnh- Thng hiu Vit Nam c sn nim tin ca ngicaotiu dng.- Bao b vi mu tm ring bit, d nhn bit trn thtrng 13. PHN TCH SLIMEim mnh- Hnh nh nhn din mi l.- Bao b thn thin mi trng, dng ng giy, nh, c th phn hu.- Gi c hp l- c im sn phm khc l, khoai ty c sy gin, s dng t du,n km nc st c thnh phn rau c, mang li hng v mi l, khnggy ngn v tt cho sc kho.im yu -Sn phm hon ton mi trn th trng nh vSn phm khoai ty sy km nc st khng gy tng cn, tt cho sckho.Thng ip Slime nc st, Slime dng xinh 14. ngha tn sn phm Slime l vit ngn ca Slim me, c ngha l Hy lm cho ti mi nhon 15. Phn tch SWOTim mnh: - Hnh nh nhn din khc bit, c o: mu xanh l lm ch o, th hin s ti mt, thn thin, tt cho sc kho ca sn phm. - Cng ngh ch bin hin i, bao b cao cp, hnh thc trnh by p. - Sn phm Slime c c im khc bit c o vi nhng sn phm snack khoai ty trn th trng. - Gi c hp l so vi cc sn phm cng loi. 16. Phn tch SWOTim yu: - Sn phm hon ton mi trn th trng - i th cnh tranh l nhng i gia nh Pepsi, Orion, P&G, Kinh 17. Phn tch SWOT C hi: - Nhu cu ngi tiu dng ngy cng cao nht l i vi cc sn phm quan tm n vn sc khe, gi gn vc dng, to s t tin. - C nhiu phng tin truyn thng la chn - Th trng TPHCM l th trng thu ht nhiu u t ti Vit Nam, c cc nh u t trong v ngoi nc quan tm. C nhiu office building vi lng n nhn vin vn phng chim 25% dn s n ti TPHCM Ngun: Gallileo - TNS 18. Phn tch SWOT e da: - i th cnh tranh chnh l nhng i gia c tn tui trn th trng, to c nhn bit cao. - Chi ph qung co cao. Ngun: Gallileo - TNS 19. Hnh nh i th cnh tranh 20. Khch hng mc tiu H l ai?N nhn vin vn phngT tin, nng ng trong cng vic. C s thch n snack khoai ty chin. Khoai ty chin khng th thiu trong vn phng. y l loi snack th gin lc b stress cng nh lc cu nguy khi phi bn rn vi cng vic khng th ra ngoi n tra. Nhng vn mong mun gi vc dng gn gng, xinh p.N nhn vin vn phng, 22-35 tui 21. Hnh nh ca khch hng mc tiu 22. Thu hiu KHMT Quan tm n bn thn, cng vic v s nghip i vi bn thn: quan tm n sc kho, vc dng , ln da, v phong cch. i vi cng vic v s nghip: thch hon thin bn thn, n lc chng minh mnh c th thng tin trong cng vic v s nghip; chia s vi bn b, ng nghip gii ta stress cng nh hc hi ln nhau. V cuc sng bn rn, tt bt nn rt yu thch s tin li. 23. Chin lc nh vLi ch ca sn phm Khoai ty ti, ct lt, sy, km st c thnh phn tr xanh, hnh, c chua tt cho sc khe, khng gy ngn, khng s nng, mang li mt cch thng thc snack khoai ty mi l . Mt tri nghim mi, thng thc nhng lt khoai ty mng, dn tan c sy vi t du, khng chin ngp trong du, c o vi hng v nc st. B sung vitamin v thnh phn rau c ti trong nc st, tt cho sc khe hn v khng gy ngn. 24. Chin lc nh vS khc bit Sy ch khng chin Km kem st Sn phm quan tm n sc kho v vc dng ca ngi ph n 25. Chin lc nh v L do tin tng Sn phm khoai ty trc khi ch bin, c chn lc, gt v v ngm k trong nc nhm hn ch s sn sinh cht acrylamitte c hi cho sc khe. L sn phm khoai ty sy gin nn trnh c nguy c hp th nhiu du chin khng ch . Theo GS. Peter Weissberg, Gim c Y t BHF , nu mi ngy n 1 gi khoai ty chin, s hp th 5 lt du/nm khng ch Slime khng gy bo ph, gi c th tht mi nhon Khoai ty thuc nhm bt ng, nhm thc phm gip gim cng thng, n nh tm trng con ngi, gip sn sinh cht serotonin trong no. Khoai ty sy Slime gip gim stress.Ngun: su tm t internet 26. tng ln- Mang n cho mi ngi mt s la chn mi - n snack l cch tt gii to stress, to mt cm gic bnh yn trong cuc sng gia bn b cng vic v lo toan. - Slime tr thnh sn phm TOM trong gii vn phng ni chung v mi ngi ni ring. - Ni n snack khoai ty ngi ta s ni n SLIME. V SLIME thay th cho cm t snack khoai ty 27. Hnh nh Slime 28. Chin lc 4PSn phm:Gi thnh: -Thit k bao b bt mt, mu scGi 11.800/hp 80gram thn thin. - Cht lng vt tri - Phong cch ring cho gii vn phngPhn phi: Chiu th: -Pht trin phn phi ti cc knh -Chn bo ch v internet l hai ch, siu th, i l bn l.phng tin truyn thng chnh.- a sn phm dng th n tnmt s vn phng trong khu vcqun 1,3, 5 v 7-Pht leaflet v tng phm i kmph hp vi gii vn phng 29. nh hng sng to Slogan: Slime nc st, Slime dng xinh Logo: Slime Mu sc: Xanh l Tnh cch thng hiu: nng ng, t tin, li cun 30. Nhn din mu scMu xanh c chn to s mt m,thoi mi, nh nhng cho ngi tiu dng. Mu xanh to cho ngi tiu dng cm gicti mt, mt sn phm t nhin, c licho sc khe v vc dng. Mu xanh gip xa b cm gic snack gynng trong ngi v ni mn. 31. Slogan Slime nc st, Slime dng xinhLm ni bt ln s khc bit ca sn phm l snack khoai ty km nc st. Bn c th thng thc mt cch thoi mi, ngon ming m khng s b tng cn, bo ph 32. K hoch truyn thng tch hpMc ch: Gii thiu sn phm, to s nhn bit sn phm v cho ngi tiu dng bit c gi tr dinh dng ca khoai ty To mt n tng su sc v sn phm snack khoai ty sy, mt sn phm m ngi tiu dng c th thng thc mt cch thoi mi, sng khoi, th gin m khng s b tng cn hay b nng ni mn. Mc tiu: - Tng nhn bit : 60% - Tng dng th: 20% 33. Phn tch phng tin truyn thng Internet Age 45-54 Age 55+ Age 35-444% 2%9% Age 15-2459%Age 25-3425% Source: TNS Media Habits Survey, Wave 2 2007, Base: All people 15+ years, Markets: Top 4 cities 34. Truy cp internet u?Total% % %At home 45.850.940.3At work 15.117.712.3At friends or relative's homes 6.2 6.3 6In a Web Bar, Internet Cafe or Cyber 3.5 3.53.5CafeInternet services 42.343.341.2At university3.13 3.1 Source: TNS Media Habits Survey, Wave 2 2007, Base: All people 15+ years, Markets: Top 4 cities 35. Thi gian truy cp internetTotal %% %Less than 1 hours/week 12.56.319.3[1-2] hours / week 17.2 13.721.1[2-5] hours / week 20.3 19.421.3[5-10] hours / week 1919.518.4[10-15] hours / week 12.8 16.3 9[15-20] hours / week 3.33 3.6[20-30] hours / week 7.810.74.6More than 30 hours / week7.1 11 2.7 Source: TNS Media Habits Survey, Wave 2 2007, Base: All people 15+ years, Markets: Top 4 cities 36. Truy cp internet lm g?Total %%% Read news 69.8 76.862.1Listen to music 66.7 69.863.3Chat66.5 65.567.6Search information60.2 64.755.2Email 56.8 58.654.8 Source: TNS Media Habits Survey, Wave 2 2007, Base: All people 15+ years, Markets: Top 4 cities 37. T op 10 Websites ti Vit Nam%%1Yahoo.com 52.2 1Yahoo.com 442Google.com37.4 2Google.com29.33Nhacso.net25.9 3Tuoitre.com.vn23.74Tuoitre.com.vn25.5 4Nhacso.net18.4 5 Thanhnien.com.v 20.8 524h.com.vn14.7 n Thanhnien.com.v614.5624h.com.vn20.1n7VNexpress.net 14.1 7Ngoisao.net 13.28Dantri.com12.4 8 Nghenhac.info129Ngoisao.net 12.3 9 Dantri.com 1010 Vnn.vn11.6 10 VNexpress.net 9.8 Source: TNS Media Habits Survey, Wave 2 2007, Base: All people 15+ years, Markets: Top 4 cities 38. Phn tch phng tin truyn thngBo ch T op 5 u bo cTuoi Tre Newspaper KHMT c nhiu nhtTiep Thi & Gia Dinh Thi gian trung bnh cThe Gioi Phu Nu tp ch l t 20-30 phtThanh Nien NewspaperPhu Nu Chu Nhat Magazine 39. Phn tch phng tin truyn thngTV 89% KHMT va xem TV ngy hm qua. 52% thng xuyn xem qung co trn TV v 16% xem qung co vi s thch th.Last time watching TV Yesterday 89% Attitude towards TV commercials Watch as usual52% Watch through the advertisement with interest 16% KHMT thng xuyn xem TV v thch xem qung co trn TV 40. Thi quen mua sm ca KHMTSupermarket 1-2 times a month 33.1Less often36.1 Bn cnh siu th,Grocery store 2-3 times a week24.9 ca hng tp ha, iLess often28.1 l, ch chnh l niGeneral store Less often47.3 KHMT thng xuynNever 32.3 mua sm vi 41%Department storeLess often60.7Never 25.8Market stall (Wet market)Everyday41.3Less often26.1PharmacyLess often82.5Cosmetic storeLess often58.7Never 31.9Soft-drink agentLess often62.1Never27Clothes shopLess often71.6 41. K hoch truyn thng T nhng thu hiu thi quen ca KHMT : 1. Phng tin truyn thng: ch yu trn bo ch v internet, TV ch l phng tin h tr. 2. ATL/BTL - ATL: TVC 30s c pht trn cc i truyn hnh HTV7/9/2/3; Print ads - BTL: Advertorial, Instore, Website v Sampling 42. Chi tit k hoch truyn thng BTL 1. Advertorial: ni v li ch ca khoai ty dn dt ngi tiu dng n vi snack khoai ty sy km nc st. 2. Instore: trng by sn phm siu th, i l, cc tim tp ha ti ch. 3. Website: right banner dn vo Microsite ca Slime. 5. Sampling: Gi n mt s vn phng c chn lc mt thng Snack SLIME, to WOM. Trong thng snack l leaflet gii thiu v sn phm v thng tin ca microsite. nhn thm sn phm dng th, kt ni vo microsite in thng tin ca bn v 5 ngi bn ca bn c cng s thch n bnh snack, sn phm s c gi n tn vn phng. 43. Chi tit k hoch truyn thngPhn tch i th cnh tranh vi hot ngqung co trn TV Trong 4 thng u nm 2009, 1. Ostar ch yu qung co trn th trng H Ni vi level rt thp @50 GRPs/thng. 2. Poca hon ton khng qung co trn TV sut thng 1/2009, thng 2 v 3/2009, qung co trn th trng H Ni vi 750 GRPs v HCM l 500 GRPs. Thng 4 va qua launch chin dch khuyn mi ch yu thnh ph HCM vi mc GRPs khng cao, khong 50 GRPs. 3. Vinamit ch yu i qung co trn TV ti th trng Cn Th.TV khng phi l phng tin truyn thng ch o trong ngnh hng snack 44. Chi tit qung co trn cc phng tin truyn thng TV Thng 7/2009 Knh NgyCodeTThi lng GiGi/spot SGi Tng cng1-4 5-11 12-18 19-25(giy) sau gimspots VTUTgi Wk1 Wk2 Wk3 Wk4 HTV7 T37G3-G 20:30 30 55000 43,450 5 26,400173,80011 1 HTV9 T2-CN 9B4-G 18:30 30 35000 27,650 8 138,25021 1 HTV3 T2-CN GTt220:20 30 15000 9,7508- 48,75021 1 1 HTV2 T2-CN GTt220:20 30 15000 9,7508- 48,75021 1 1Tng cng (gm V AT)435,950Tng cng (khng VAT) 396,318 45. Storyboard 1Din gii: C y n bnh snack mi ni, lc lm vic, khi xem tivi, lc i picnic cng bn b. n mt ngy, c cht pht hin vng ba ca mnh khng cn nh xa na, mnh tng cn khng ng. i, ng ri, snack chnh l th phm. C c gng tri buc mnh khi thi quen n snack. Th ri c pht hin ra mt loi bnh snack gip khng tng cn. chnh l Slime! 46. Storyboard 2Din gii: Hai chng trai ang ung c ph v tr chuyn cng nhau trong gi gii lao. Bng ly c ph trong tay rung ln. Hai chng khng bit ang c ng t hay vic g xy ra th nghe ting bc chn thnh thch ca c th k lu trn i xung vi xp ti liu v gi snack trn tay. Hai chng cng nhn nhau i ngi. Bng mt bng hng bc n, bng di hnh ch S trn cc bc thang. Trn tay c y vn l snack nhng iu g lm nn s khc bit? C gi cht xoay li lim mp mt cch iu ngh v gi cao hp snack Slime gii ta s thc mc ca mi ngi 47. Chi tit qung co trn ccphng tin truyn thng Bo ch Giai on pre-launchTh ng 6/2009 B oLo i hnh Kch thc S k GiGi sa u gi m gi 1-6 7-13 14-20 21-27 TT&GD Adve rtoriaNguy n tra ngl5 65,17550,51 1 11 1 1Tng cng (ba o gm V A T) 50,51 1Tng cng (khng ba o gm V A T) 5,919 4Bo ch Giai on Launch Thng 7/2009Thng 8/2009 BoLoi hnh Kch thc k GiS Gi sau gim gi1-4 5-11 12-18 19-25 26-31 1 2-8 9-15 16-22 23-29 Tuoi trePrint Ad Nguyntrang 165,00059,800 1 Thanh Nin Ad NguynPrinttrang 148,00044,160 1 Th Gii Ph N NguynPrint Ad trang 151,48047,362 1 Tip Th Gia Ad NguynPrint nh trang 165,17559,961 1 Ph nPrint nht Nguynch Ad trang 114,00012,8801 Tuoi trePrint Ad Natrang 2 33,00060,720 11 Thanh Nin Ad NaPrint trang 2 25,00046,000 11 Th Gii Ph N NaPrint Adtrang 2 25,74047,36211 Tip Th Gia Ad NaPrint nhtrang 2 32,58859,961 11 Ph nPrint nht Nach Adtrang 27,00012,880 11 Tng cng (bao gm VAT)451,085 Tng cng (khng 410,077 VAT)bao gm 48. Bo ch Giai on sustainThng 9/2009Thng 10/2009 BoLoi hnh Kch thc k Gi SGi sau gim gi 1-5 6-12 13-19 20-26 27-30 1-3 4-10 11-17 18-24 25-31 Th Gii Ph N Print Ad 1/4 trang 3 12,870 35,521111 Tip Th Gia nh 1/4 trang Print Ad 3 16,294 44,9711 1 1 Ph n ch nht Print Ad 1/4 trang 43,500 12,880 1 1 11Tng cng (bao gm VAT) 93,372Tng cng (khng bao gm V AT) 84,884 49. Minh ha advertorial v print adGii thiu snphm min phtrn TT&GD tunv Vo Bp 50. Chi tit qung co trn cc phng tin truyn thng Internet Website V trGi ('000 VND)Dantri.comTop banner, trang chinh72,900Ngoisao.net Top Banner, trang chnh27,500 51. T op Banner & Microsite 52. InstoreShelf Surround (Coop Mart and Big C) 2,820 USD 53. ng phc cho PG 54. Phn b ngn sch Budget (USD) 100,000 Forex 18,000 Budget (VND)1,800,000,000 Sampling 48,000,000 TV396,318,000 Print 540,880,000 Internet97,000,000 Instore46,145,455 Production (TVC, print ad, microsite) 540,000,000 Total 1,668,343,455Balance 131,656,545 55. Chin lc cho tng lai Sau giai on pre-launch, launch v sustain, thng 11 v 12 tip theo chnh l giai on chun b cho Tt. Trc Tt s cn mt khong ngn sch nh mnh vo cc hot ng khuyn mi, instore v cc hot ng khc to s tng tc gia nhn hng v ngi tiu dng 56. POSM 57. Ti liu tham kho Infosys - TNS Vit Nam Galileo TNS Vit Nam CIA World Factbook, Internet Worldstats, Wikipedia AC Nielsen Retail Audit 2007 Su tm t Internet