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ti:
Chin lc marketing
ca Coca-Cola ti
Vit Nam

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Chng 1: GII THIU V CNG TY
COCACOLA
1.1 GII THIU I NT V COCA-COLA TON CU:
Vo nm 1886, ln u tin Coca-Cola c gii thiu n cng chng Atlanta,
tht s thu ht c s ch ca hu ht nhng ngi thng thc bi hng thm tuyt
vi v mu sc hp dn. Thi gian qua i, hng thm y, mu sc y c bo qun
v gi gn bi nhng con ngi cn mn ang ngy m tham gia sn xut, phn phi v
xc tin tiu th sn phm Coca-Cola trn khp th gii bng chnh tnh cm v nhit
huyt h ginh cho Coca-Cola. Nh vy, Coca-Cola tr thnh nc gii kht ni ting
ton cu.
Ngy 8/5/1886: 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.
Nm 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.
Nm 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.
Nm 1893: Thng hiu Coca-Cola ln u tin c ng k quyn s hu cng
nghip.
Ngy 31/1/1899: Mt nhm thng gia gm Thomas & Whitehead cng vi ng
nghip 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.
Nm 1906: nh my ng chai u tin c thnh lp Havana, Cuba.
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n thi im ny sau hn 100 nm thnh lp v pht trin, Coca-Cola c mt
hn 200 nc trn th gii.
2.1 LCH S COCA-COLA VIT NAM.
Nm 1960: Ln u tin Coca-Cola c gii thiu ti Vit Nam.
Thng 2/1994: Coca-Cola tr li Vit Nam v bt u qu trnh kinh doanh lu di.
Thng 8/1995: Lin Doanh u tin gia Coca-Cola ng Dng v cng ty
Vinafimex c thnh lp, c tr s ti min Bc.
Thng 9/1995: 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.
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 nm 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 Dngmin Nam.
Thng 3 8/1999: Lin doanh ti Nng v H Ni cng chuyn sang hnh thc s
hu tng t.
Thng 6/2001: 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 1/3/2004: Coca-Cola Vit Nam c chuyn giao cho Sabco, mt trong
nhng Tp on ng Chai danh ting ca Coca-Cola trn th gii.
Hin nay, Coca-Cola Vit Nam c 3 nh my ng chai trn ton quc: H Ty
Nng Tp.H Ch Minh vi tng s vn u t trn 163 triu USD. S im bn hin c
trn th trng: 130.000 im bn, s lng tiu th hng nm (trung bnh) trn 100 triu
lt nc gii kht. Doanh s bn trung bnh hng nm: 19 triu thng/kt, doanh thu trung
bnh mi nm: 38.500 triu USD.
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S lng nhn vin: 1600 ngi
Tr s chnh: Qun Th c Tp.H Ch Minh vi hn 600.000 USD u t cho cc
hot ng Gio Dc v h tr Cng ng.
Chng 2: CHIN LC MARKETING CA
COCA-COLA
2.1 PHN TCH MI TRNG V M.
2.1.1 Kinh t.
2.1.1.1 Tng trng kinh t.

Theo s liu t Tng cc Thng k, tc tng trng trung bnh ca giai on 2001
2010 l 7,25%. Trong , tng trng trung bnh giai on 2001 2005 l 7,51% v
giai on 2006 2010 li b tht li, cn 7%.
Tc tng trng ca Vit Nam gim l do cht lng tng trng kinh t ca Vit
Nam cn thp v cha t c bn vng th hin s chuyn dch c cu kinh t
chm, tnh hiu qu ca kinh t thp, ng thi, sc cnh tranh ca nn kinh t cn yu.
Nm 2011, Vit Nam c d bo l mc tng trng kinh t s hi phc mc
7.2%, mc cao th ba trong cc nc Chu , sau Trung Quc v n .Cng vi
Indonesia v n , Vit Nam s l mt trong ba nc duy nht c mc tng trng nm
2011 cao hn 2010. Tuy nhin, u thng 5/2011, Vit Nam h mc tng trng kinh
t xung cn 6.5%, thp hn ng k so vi ch tiu trc y l t 7 n 7,5% do chnh
sch kim ch tng trng kinh t gim lm pht ca Nh nc.
2005 2006 2007 2008 2009 2010
Mc tng trng (%) 8.4 8.2 8.4 6 5.32 6.78
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Kinh t tng trng chm dn n chi tiu ca khch hng t hn, cng ty khng nn
m rng hot ng.
2.1.1.2 Mc li sut
NHNN s duy tr chnh sch tin t tht cht ti nm 2012 v cc mc li sut cao l
cn thit chng lm pht trong nm 2011 cng nh khi phc cn bng kinh t
trong di hn.
Nm 2010, NHNN duy tr li sut c bn bng ng Vit Nam n nh mc 8%
trong sut 10 thng u nm v thc hin iu chnh ln mc 9% trong hai thng cui
nm trc sc p ca lm pht.

Mc li sut c bn hin nay l 9%, li sut trn l 14%, mc li sut ti chit khu t
12% ln 13% v li sut ti cp vn t mc 13% ln 14% . Li sut cao ngt ngng
tr thnh mt ro cn ln trong vic pht trin kinh doanh ca cc doanh nghip, gy kh
khn cho cc DN trong vic vay vn u t, m rng sn xut,
2.1.1.3 Lm pht

Lm pht Vit Nam cao. Ch s lm pht nm 2010l 11.75% tng gn gp i so
vi ch tiu nh nc ra l di 7%
2002 2003 2004 2005 2006 2007 2008 2009 2010
4 3 9.5 8.4 6.6 12.6 19.9 6.5 11.75
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Lm pht tng cao, gi c cc mt hng s gia tng, ngi tiu dng c gng ct gim
nhng chi tiu khng cn thit, tiu dng gim. Hn na, nn kinh t bt n s gy kh
khn cho hot ng kinh doanh ca cc cng ty.

2.1.2 Cng ngh
Trong th gii kinh doanh th k XXI, khi nhn loi ang phi i mt vi nhng
thch thc ln t mi trng, thay i kh hu, dch bnh th marketing xanh ang l
mt chin lc c nhiu hng vn dng hiu qu.
Tht vy, cht lng Xanh l nhn t kin to Sc mnh mm ca thng hiu,
L ting ni quyn lc ca thng hiu, lm nn s thnh vng ca thng hiu
trong trng thi th trng Vit Nam k tip khi m tiu dng Xanh thc s tr
thnh xu hng tiu dng ch o ca nn tiu dng th gii.
Chnh v vy, nhm p ng nhu cu xanhca ngi tiu dng v x hi, t to
li th cnh tranh cho doanh nghip trc cc i th, cc ng dng cng ngh hin nay
trong ngnh gii kht tp trung vo quy trnh sn xut, ci tin bao b sn phm, n lc
trong vic gim lng nc v nng lng s dng trong sn xut cng nh ti ch hoc
thu mua li cc chai, can, l,
tng sn xut v chai thn thin vi mi trng, d ti ch ang c nghin cu
v ng dng nh:
- V chai PlantBottle c lm t nha v 30% thnh phn t cy ma v mt ng
tinh ch, c th ti ch 100%. Vic sn xut loi v chai ny s gip gim 30% lng kh
thi CO2 so vi cc loi v chai PET ch yu lm t du m hin nay.
- V chai PlantBottle ginh gii vng, ng u hn 160 mc, ti Gii thng
Dupont ton cu ln th 22 din ra hng nm cho lnh vc ci tin bao b. u thng 5,
PlantBottle thng gii thit k cho sn phm ti ch ca Vin Cng Nghip ti ch ph
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liu (ISRI). John Sacco ch tch ISRI cho bit PlantBottle c trng i gim
thiu lng Cacbon trong bao b y l mt minh chng mnh m cho vic lm th no
thit k sn phm ti ch mang li nh hng tch cc cho mi trng.

- Mt tng cho loi chai tng lai mi y s em n nhiu la chn hn trong
cng mt sn phm cho ngi tiu dng. Trong lnh vc ung, cc nh sn xut
thng a ra nhiu loi sn phm c hng v khc nhau . Vic xy dng v vn hnh
vi dy chuyn nh my cung cp mi loi sn phm nh vy l rt t . Vic phn
phi chng cng gp nhiu thch thc, cha k n vic phi c nhng kho cha ln
cha loi hng v nh vy. Tuy nhin, loi v chai c lp trnh s ch cn n 1
dy chuyn sn xut to ra th mi v c bn, v d cola. Nhng hng liu khc s
c ng trong nhng nt nha hn kn, gn xung quanh ra c chai. va gip gim gi
thnh li tn t khng gian trn k. " tng y l cng ty c th a ra nhiu la
chn hn, nhng li phn phi t sn phm hn",
T ci nhn v nm 2010 v trin vng cc nm tip theo i vi s bn vng ca bao
b i hi, cc nh sn xut bao b s phi tng tc xy dng cho mnh mt khi nim v
tng v gii php xanh cho bao b. y l mt vn cn thit, nu h mun nm bt
c cc nhu cu ca th trng sn phm tiu dung.
2.1.3 Vn ha X hi
Bc sang th k 21, ngi tiu dng c nhng xu hng quan trng nh: quan tm
nhiu hn n vic tit kim nng lng - s dng nng lng xanh, mua sm trc tuyn
nhiu hn, hng ti vic t phc v - sng to sn phm v cng nhau to nn ngha
ca thng hiu.
Ngoi vic chu nh hng ca cc xu hng chung ca ngi tiu dng th gii,
ngi tiu dng chu ni chung v Vit Nam ni ring cn c nhng c im c th:
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Ngi tiu dng VN tr, khe v ham vui, h rt yu nc, t ho dn tc, yu
thch th thao c bit l yu thch bng . Ngi dn Vit Nam rt thch th
hin bn thn v quan tm nhiu n thng hiu. Gii tr Vit Nam rt sng
to, mun th hin bn thn v th nghim nhng iu mi m.
Ngi tiu dng Vit Nam hin nay thng thu thp thng tin t nhiu ngun,
cn nhc k cng trc khi quyt nh mua mt sn phm hay s dng dch
v. H c nh gi l nhng khch hng gay go - do h kh snh iu, i
hi cao, quan tm nhiu n gi c v d thay i. V ngi tiu dng Vit
cng cn t trung thnh vi nhn hiu nn ngi ta cng do cc ni, so
snh gi c rt st.
- Quan tm hn n vn sc khe: ngoi chuyn n ngon, ngi Vit cn
ch n vic n ung sao c li cho sc khe. Mt kt qu kho st ca
Cng ty TNS trn 1.200 ngi, sinh sng TP HCM v H Ni, cho thy c
n 85% ngi c phng vn tr li rng sc khe i vi h cn quan
trng hn c s giu c.
Truyn hnh khng cn l phng tin truyn thng hng u. T nm 2010
tr i s l thi i ca Twitter, facebook v Internet do nhu cu c chia s
thng tin trc tip trn cc mng x hi ang tng ln mnh m.
Trong gii tr ngy cng nhiu ngi thch tr chi in t gii tr hn l
xem truyn hnh. iu ny mang li c hi mi cho cc nh lm qung co
trn th gii. M, mt s hng qung co cho McDonald's, Coca Cola,
Pepsi, Nestle hay Volvo bt u cuc ua tm cch a cc sn phm vo
qung co trong cc tr chi in t.
i vi knh mua sm, ch v ca hng tp ha l ni ph bin nht mua
cc dng thit yu (bao gm cc sn phm chm sc c nhn, sn phm v
sinh,). Siu th cng l mt knh mua sm quan trng.
Trong khi TpHCM, Nng v Cn Th, gii tr c xu hng mua dng
thit yu ch nhiu hn, ngi H Ni li ch yu mua ca hng tp ha.
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TPHCM v Cn Th, Siu th l ni c yu thch th nh khi mua cc sn
phm thit yu.
Khi mua thc phm, ch vn l la chn u tin v ph bin nht. Tip l
siu th nhng khng ng k.
Sau y l cc c im ca ngi tiu dng Vit Nam t 20-29 ti 4 thnh ph ln :
H Ni, H Ch Minh, Nng, Cn Th.
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Vit Nam, c mt thc t na cn ch l tr con chnh l nhng ngi tiu dng
c quyn quyt nh rt mnh m, c b m v ng b sn sng mc v ra chi tr cho
cc nhu cu. Mt khc, ch dinh dng v chm sc sc khe c ci thin khin s
ngi tui hu tr ngy cng tng v y l mt phn khc th trng cn c ch
n.
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2.1.4 Nhn khu hc.
Tng s dn ca nc ta vo 0 gi ngy 1-4-2009 l 85.789.573 ngi, l nc ng
dn th ba ng - Nam (sau In--n-xi-a v Phi-li-pin) v ng th 13 trong s
nhng nc ng dn nht th gii. Dn s trung bnh nm 2009 s l 86,025 triu ngi.
Sau mi nm dn s nc ta tng thm 9,47 triu ngi, bnh qun mi nm tng 947
nghn ngi.
Vit Nam l mt quc gia a chng tc: c 54 nhm dn tc, trong ngi Vit l
ng o nht chim khong 86% dn s c nc.
Dn s nc ta phn b khng u v c s khc bit ln theo vng. Hai vng ng
bng sng Hng v ng bng sng Cu Long c 43% s dn ca c nc sinh sng.
Ngc li, hai vng trung du v min ni pha bc v Ty Nguyn ch chim di mt
phn nm (gn 19%) s dn ca c nc. Mt dn s khc bit rt ln gia cc vng,
vng c mt ng dn nht gp mi ln vng c mt dn s thp nht. y l
nhng thch thc rt ln cho vic pht trin kinh t - x hi.
ng ch , nc ta ang phi i mt vi vn gi ha dn s vi tc ngy
cng nhanh. Theo kt qu s b TTDS 2009, t l ngi cao tui hn 9%. Tui th
bnh qun chung l 72,8 tui. Tui th bnh qun ca Vit Nam ang tng nhanh so snh
gia hai cuc TTDS 1999 v 2009. Theo d bo nc ta bc vo gi ha dn s vo
nm 2015, nhng thc t hin nay l ngay t nhng nm 2010. Theo phn tch v nhn
nh ca cc nh nhn khu hc kinh t trong v ngoi nc, c cu dn s Vit Nam
bc vo giai on "C cu dn s vng" hay " ca s c hi dn s" hoc "d li dn
s". Thng thng c cu dn s ca mt quc gia s chuyn i t c cu dn s tr
sang c cu dn s "D li nhn khu hc", ri tip n c cu dn s gi. Dn s Vit
Nam c s chuyn i c bit tc l va bc vo giai on nhiu ngi trong tui lao
ng nhng ng thi cng gi ha.
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Ngoi yu t l th trng tr, thu nhp ca ngi tiu dng cc th Vit Nam
cng tng ng k trong vi nm gn y. Trong mt chng mc no , iu ny s
tip tc nh hng n thi quen tiu dng v li sng ca ngi Vit Nam.
Dn s ng v tng ln mi nm, dn s tp trung ch yu ng bng, v cc thnh
ph ln, v vy khu vc ny l th trng ch yu. C cu dn s vng s em li c hi
cho cc cng ty trong ngnh c c ngun lao ng tr, c tay ngh.
2.1.5 Ton cu:
Cc vn ton cu hin nay gy nh hng mnh m n hot ng kinh doanh ca
cng ty nh:
2.1.5.1 Mi trng nhim:
nhim t :
nhim t do khng x l ng k thut cc cht thi cng nghip . nhim t
lm gim nng sut v cht lng cy trng, hy dit s sng mt s sinh vt trong
nhng khu vc nhim nng, ng thi cn e da n sc khe con ngi thng qua
vt nui, cy trng, thm ch gy ra nhng bin dng sinh thi v di truyn nng n cho
h sinh sng.
nhim ngun nc:
S nhim cc ngun nc ang c nguy c gia tng do thiu bin php x l cn
thit cc loi rc thi sinh hot v cng nghip; do cc ha cht dng trong nng nghip
v cc ngun nhim x, nhim bn t cc nguyn vt liu khc dng trong sn xut
Hin nay, c t 40-50% lu lng n nh ca cc dng sng trn qu t b nhim.
Ch c 2,53% tng lng nc trn tri t l nc ngt c th dng c cho trng trt
v sinh hot ca con ngi. Th nhng nhu cu tiu dng nc sch ngy cng tng
nhanh do s gia tng dn s v yu cu pht trin sn xut. C th ni, sau nguy c v
du m, loi ngi , ang v s phi i mt vi nguy c ph bin l thiu ngun nc
sch cn thit duy tr v pht trin i sng kinh t - x hi ca mnh.
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Hin nay, c tnh c trn 1/2 quc gia v khu vc trn th gii ang b thiu nc
vi cc mc khc nhau, trong c khong 50 quc gia thiu nc nghim trng. C
ti 80% bnh tt lin quan trc tip do ngun nc b nhim bn, mi nm c 25 triu tr
em cht v dng nc khng sch
nhim khng kh:
nhim khng kh. S pht trin cng nghip v i sng th da trn nn vn
minh du m ang lm khng kh b nhim bi cc cht thi kh SO
2
, NO
2
, CO,
Nhng nm gn y, lng kh thi ngy cng tng ln (trong vng 20 nm ti s tng
gp 15 ln so vi hin nay). S nhim khng kh c th trc tip git cht hoc hy
hoi sc khe cc sinh vt sng, gy ra hiu ng nh knh v cc trn ma a xt khng
bin gii lm bin dng v suy thoi mi trng, hy dit h sinh thi.
Khai thc rng v bin v ti v:
Bin cng ngy cng tr thnh ci thng rc ln nht ca qu t nn ngy cng b
nhim nng. Thm vo l s khai thc ba bi, m qung qu mc cho php ca con
ngi. Hin nay, trc sc p ca cc vn kinh t-x hi, cc nc v ang ng
lot tin qun ra i dng nn s cn kit ti nguyn bin v vn nhim ang ngy
cng tr nn trm trng.
Cng vi bin, rng ang ngy cng b thu hp dn. Tc ph rng nhiu quc gia
trn th gii ang mc chng mt. Rng b thu hp ko theo nhng tai ha khng l
mang tnh cht ton cu nh lm bin dng h sinh thi, tng nguy c khan him nc,
thay i kh hu,
Tnh trng sa mc ha ko theo nhiu h ly kh lng. Ngoi ra, vn nhim
ting n, nhim phng x, bc x, s mt n nh v kh hu... u gy hi trc tip v
lu di n sc khe v di truyn ca sinh vt, thc vt sng, trong c con ngi.
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D bo, nhng nm u th k ny, s nn nhn ca mi trng s ln n t nht 50
triu ngi. Con ngi ang ng trc s cnh bo mi : Tr chin tranh ht nhn, th
s bin i ca kh hu s l mi e da ln nht vi s tn vong ca loi ngi v tng
lai ca qu t. l nhng li cnh bo con ngi mau chng c nhng hnh ng
tch cc vi mi trng, v mi trng v v s sng ca chnh mnh.
Chnh v th, m vn nhim mi trng , ang l vn nng bngnrt c
quan tm hin nay. Cc sn phm t thin nhin v thn thin vi mi trng ngy cng
ph bin v c nhiu ngi a thch, ng h.
2.1.5.2 S khan him ngun nguyn liu: Nguyn liu ngy cng khan him
v vy i vi cc sn phm gii kht trong ngnh th vic ti ch hiu qu v lon
nc ngt l cn thit.
2.1.5.3 Chi ph nng lng ngy cng gia tng: v vy cc cng ty trong
ngnh cn tm kim ngun nng lng mi thay th, vn hnh hiu qu, tit kim
chi ph sn xut.
2.1.6 Chnh tr - Php lut.
Vit Nam l mt quc gia c nn chnh tr n nh, nn l mt mi trng rt thch hp
u t.
H thng php lut tc ng n cc doanh nghip ngy cng gia tng:
Lut chng c quyn, quyn s hu tr tu, bng pht minh sng ch, s to ra c
hi cnh tranh lnh mnh gia cc cng ty trong ngnh.
Vi s pht trin hin nay ca cc nhm bo v li ch ngi tiu dng s l mt e
da vi cc cng ty v iu ny s lm tng v th ca ngi tiu dng ln, buc cng ty
phi c trch nhim hn v an ton sn phm, qung co trung thc v c vn ha,
vn bo v mi trng ang c mi quc gia trn th gii ht sc quan tm v
t u tin hng u trong qu trnh hoch nh chnh sch pht trin kinh t x hi ca
mnh. Bi l mi trng l mt iu kin ct t bo m cho s pht trin bn vng ca
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tt c cc quc gia. Chnh v th, Vit Nam cng ang tin hnh hon thin h thng php
lut v mi trng, cng vi vic n lc tham gia cc cng c quc t, cng nh tch
cc ni lut ho cc cam kt quc t v bo v mi trng nhm bo v mi trng hiu
qu hn trc yu cu ca pht trin bn vng.
2.2 PHN TCH MI TRNG VI M:
2.2.1 i h i n:
Hin nay, trn th trng nc gii kht Vit Nam t lu c khng nh bi hai
tn tui ln trn th gii: Cocacola v Pepsi. Bn cnh , cn c cc hng nc gii kht
nh Tribeco v Tn Hip Pht Nhng tn tui ny tr nn qu quen thuc vi ngi
tiu dng, chng hn nh cc sn phm ca Cocacola c mt trn th trng Vit Nam
1960 v Pepsi c mt ti Vit Nam vo nm 1991 c s ng h ca hu ht khch
hng th trng ny. Di s cnh tranh kch lit gia hai nh sn xut ln ny, v ca
cc hng trong ngnh, n to nn mt ro cn nhp ngnh vi nhng i th tim tng l
rt cao. Tuy nhin, y l mt ngnh hp dn, nhu cu a dng, nn nguy c nhp cuc
cao.
Trn th trng tiu th ton cu, sn phm Coca-Cola bao gi cng nhnh hn
Pepsi, ring ti Vit Nam, c bit khu vc TP H Ch Minh, tnh hnh nh c v
ngc li. Khong u thp nin 90, khi Vit Nam bt u m ca th trng th trong
nc hu nh khng c mt thng hiu nc ngt no c cu chng ngoi
thng hiu x x c t trc 1975 v sau ny c thm thng hiu Tribeco (mt hng
nc ngt lin doanh vi c), cn li l v s nhn hiu to lao c ra i theo
kiu t sn xut.
2.2.2 i h nh anh ng ngnh:
Pepsi, Coca, Tribeco, Tn Hip Pht, Wonderfarm, l nhng thng hiu ni ting
trong th trng nc gii kht hin nay ti Vit Nam. Trong , ni bt ln vi hai i
gia ln nht trong ngnh l Cocacola v Pepsi.
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Chnh v c nhiu s la chn cho khch hng trong vic chn la sn phm v vi xu
th hin nay xut hin nhiu sn phm cng ngnh nc gii kht, th nn s cnh tranh
gia cc cng ty trong ngnh l cao. Cc cng ty khng ngng nng cao sn xut, y
mnh cc hot ng truyn thng, qung b thng hiu ca mnh, a dng ha sn phm
nhm thu ht khch hng.
Tm li, s cnh tranh trong ngnh l cao bi vy n i hi cc cng ty phi n lc
cc hot ng ca mnh khng ch m bo th phn m cn m rng th trng Vit
Nam.
2.2.3 Khch hng:
Nc gii kht l ngnh phc v cho ton b i tng khch hng vi mi tng lp,
v l ngnh c nhiu khch hng v cc nh cung cp nc gii kht phong ph hin nay
trn th trng cng rt nhiu. Chnh v th, ngi mua ngy cng c nhiu s la chn
hn gia cc hng trong ngnh
V vi s ra i ca cc t chc, hip hi bo v ngi tiu dng th nng lc thng
lng ca ngi mua ngy cng nng cao hn so vi trc y. Khch hng s yu cu
c cung cp sn phm vi cht lng tt hn, an ton hn, m bo khng gy hi cho
sc khe,
2.2.4 Nh ng :
V to ra nhng hng v khc nhau, a s cc cng ty trong cng mt ngnh
thng mua nguyn liu t cc ngun khc nhau. c bit l mun gi b quyt ring cho
mnh, khng mun cng b rng ri cnh tranh. V th, nng lc thng lng ca
nh cung cp l khng cao.
i vi hng Coca-Cola c mt s nguyn liu trong ch bin nc gii kht khng
c sn, phi nhp khu t nc ngoi, v vy cc nh cung cp nguyn liu nc ngoi c
th gy kh d cho cc cng ty trong ngnh.

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2.2.5 Sn h ha h:
Hin nay, cc sn phm c th thay th c sn phm trong ngnh nc gii kht
l: nc gii kht c ch bin cc qun nc nh nc chanh, nc tri cy, tr sa,
c ph,...hin ang rt ph bin trn th trng bi v chng mang tnh cht, hng v
ti mi hn... iu ny nh hng n th trng ca ngnh thc ung gii kht ng
chai rt nhiu.
p lc ch yu ca cc sn phm thay th l kh nng p ng nhu cu so vi cc sn
phm trong ngnh, thm vo na l nhn t v gi, cht lng , cc yu t khc nh mi
trng vn ha ,x hi, cng ngh cng nh hng ti s e da cc sn phm thay th.
y l nhng iu kin bt li i vi ngnh.
2.3 PHN KHC TH TRNG NH V SN PHM.
2.3.1 im th ng Vit Nam:
Tng doanh s qung co ca th trng nc gii kht Vit Nam tng trng n
93% so vi cng k 2008, t 36,1 triu USD trong na u nm 2009. Trong , nc
ngt c gas t doanh s qung co 4,1 triu USD, nhng n thng 11.2009 tng gn
100% so vi na u nm, t 8 triu USD.
Vi tc tng trng ny, ngnh cng nghip nc gii kht vn ln v tr th 4
trong s cc ngnh c doanh thu ln nht Vit Nam trong 6 thng u nm 2009, xp sau
vin thng, thc phm v chm sc sc p.
Coca-Cola c n 4 nhn hng lt vo nhm 10 snphm nc gii kht c gas hng
u ti Vit Nam gm Coca-Cola, Sprite,Fanta v Schweppes
Trong chuyn ving thm Vit Nam ln u tin vo thng 9.2009 trn cng v Ch
tch kim Tng Gim c iu hnh ton cu ca Tp on Coca-Cola, ng Muhtar Kent,
cng b khon u t thm 200 triu USD ti y trong 3 nm.
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Mc ch ca gi u t ny l nng cao quy m sn xut, tng cng cc knh phn
phi, hot ng tip th v o to nhn lc Vit Nam. Th hai l c cu dn s tr, ham
hc hi, rt thch hp pht trin ngnh nc gii kht. Sau cng l tim nng di do
v nng ng ca ngun nhn lc trong nc.
2.3.2 Phn khc th ng:
Coca-Cola tp trung phn on theo 2 tiu thc chnh:
V a l: Coca-Cola vit nam c gng phn phi vi mng li dy c
t thnh th ti nng thn, t ng bng ti min ni, t nam ra bc. Nhng vn
ch trng chnh ni tp trung ng dn c. Cc sn phm ca Coca Cola xut
hin khp mi ni, t cc qun n, qun gii kht ln n nh,t cc ng ph
n cc con hm,tri di t Bc vo Nam.
V c im dn s hc: tp trung vo gii tr, vi phong cch tr trung
nng bng v y Coca-Cola thnh cng theo kho st th Coca-Cola c
gii tr n nhn.
y cng l th trng mc tiu ca Coca-Cola
2.3.3 nh v sn phm
Coca-Cola, mt thng hiu hng u th gii trong ngnh nc gii kht c gas,
c 98% dn s th gii bit n , v th ca tp on ng th 4 trong s 5 thng hiu
nc ngt hng u th gii, trong c Diet Coke, Fanta v Sprite. Qua hn mt th k
vi nhiu thay i v mt thi i mi ang m ra cng ang i thay khng ngng,
Coca-Cola vn gi vng biu tng ca s tin cy, s c o vn c ca mnh.
Ngy nay, tn nc gii kht Coca-Cola gn nh c coi l mt biu tng ca nc
M, khng ch M m hu nh 200 nc trn th gii. Cng ty phn u lm ti
mi th trng, lm phong ph ni lm vic, bo v mi trng v cng c truyn thng
cng chng.
c th nh v c sn phm ca mnh v c c li th cnh tranh, Coca-Cola
lm khc bit ha sn phm ca mnh cng nhu vic la chon ng li th so snh
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Hng v c o khc bit: L mt sn phm gii kht lm cho con ngi tnh
to v khe khn tr li, em li s sng khoi tuyt vi. Coca-Cola vn gi
vng biu tng ca s tin cy, s c o vn c v s sng khoi tuyt vi.
Vt tri: Li ha ca Coca-Cola mang li li ch v s sng khoi cho tt c
nhng ai c chng ti phc v
Tin phong trong vic phn u lm ti mi th trng, lm phong ph ni
lm vic, bo v mi trng v cng c truyn thng cng chng. Qua qu
trnh hot ng t nhng bc u tin v pht trin trn nhng con ng
khc nhau, cc n lc v nhn c ca cng ty u tp trung vo gio dc v
xy dng c m tui tr.
Tm quan trng ca sn phm: vi khu hiu Khch hng ca chng ti trn
ton th gii l nhng ngi ng c thng thc nc gii kht c cht
lng tt nht
Va sc mua: gi c hp l
Vi cc li th so snh trn, Coca-Cola mang li sn phm tt nht cho
khch hng vi tuyn b gi tr: Nhn nhiu hn nhng tr t hn
2.4 CHIN LC SN PHM :
2.4.1 Danh mc sn phm:
Cc sn phm Coca-Cola Vit Nam:
- Coca-Cola - Chai thy tinh, lon, v chai nha
- Fanta Cam: Chai thy tinh, lon, v chai nha
- Fanta Du - Chai thy tinh, lon, v chai nha
- Fanta Tri Cy - Chai thy tinh, lon, v chai nha
- Sprite: Chai thy tinh, lon, v chai nha
- Diet Coke - lon
- Schweppes Tonic - Chai thy tinh, lon
- Schweppes Soda Chanh - Chai thy tinh, lon, v chai nha
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- Crush Sarsi: Chai thy tinh, lon
- Nc ng chai Joy - Chai PET 500 ml v 1500 ml
- Nc ung tng lc Samurai - Chai thy tinh, lon v bt
- Sunfill Cam - Bt tri cy
- Sunfill Da - Bt tri cy
- Minute Maid Splash:lon, chai thy tinh, chai nha
- Minute Maid Teppy : chai thy tinh, chai nha PET
- Danishi: chai nha PET
- Tr xanh Real Leaf: chai nha PET
2.4.2 Thng hiu.
2.4.2.1 Tn ca thng hiu: Coca-Cola:
Coca-Cola (cn c gi tt l Coke) l nhn hiu nc ngt c ng k nm 1893
ti M.
Ci tn Coca-Cola xut pht t tn l Coca-Cola 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-Cola king), Coca-Cola Cherry
2.4.2.2 Logo
Mu rc r ca Coca-Cola Cola hin hin mi ni in su trong tm tr mi
ngi. Ngoi ra, vng trn mu cn tng trng cho mu ca mt tri, nh sng, sc
nng, nng lng. Dng ch mu trng un lng nh dng nc tng trng cho s
mt m, sng khoi.
Khi kt hp 2 mu ny li s to cm gic "kht" do mu rc r cho ngi nhn
v ci u tin p vo mt ngi nhn l dng ch Coca-Cola mu trng ging nh
dng nc mt lnh lm ngi ta gii nhit.
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
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trong qung co, Robinson a ra ci tn Coca-Cola v dng kiu ch tho ca n lm
logo cho hng.
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 US 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.
2.4.2.3 Slogan:
Slogan l mt cu khu hiu gip khch hng nh, lin tng v to ra cm xc tch
cc i vi thng hiu. Ti Vit Nam, Coca-Cola s dng nhng slogan nh sau:
1994 Play Red Hot Summer.
1995 Play Red Hot Summer again.
1996 Enjoy
2001 Life is Good
Bng cch s dng phng php m, Coca-Cola lm nn cc cu khu hiu mang
mt phong cch tr trung, si ng, mt phong cch Coca-Cola.
2.4.2.4 Bao b:
Bao b - chnh l tm o ca thng hiu. Vi mi thit k, logo ca Coca-Cola li
c s chuyn bin linh hot, sng to v thch hp khi xut hin trn cc qung co, hay
trn o thun, khn bi bin, m to nn mt chin dch tip th hon ho cho Coca-
Cola. Nm 2009, Coca-Cola vinh hnh nhn c gii Platium Pentaward cho mu thit
k h 2009, y l gii thng cao qu cho nhng nh thit k bao b v kiu dng sn
phm bt mt, p, c o.Vi kiu dng ny th Coca-Cola khng nh v tr ng
u cho nhng thit k bao b kiu dng v ung.
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Ngoi ra Coca-Cola khng ngng ci tin bao b v kiu dng ngy cng p v tin
dng hn. Bao b chai Coca-Cola gm c: lon 330ml, chai Pet 1.5L, thng 330ml
(24L/T), cng ty cng a ra chai nha 390ml vi kiu dng nh gn v thanh nh,
nhm p ng d dng nhu cu mua sm ca tng i tng khch hng.
Coca-Cola thng xuyn i mi bao b vi hnh nh bt mt nhm em n cho
khch hng s mi l, c o trong sn phm ca mnh. Nm 2009, trong chin dch
Happiness Factory mt chin dch trng im c Coca-Cola u t ln nht v
chi ph tng th, quy m hot ng v mc sng to, Coca-Cola tung ra lot sn
phm c hnh nh Happiness Factory i vi cc loi chai thy tinh, chai nha v lon m
gi khng i.
K t dp tt 2004, Coca-Cola s dng hnh tng "chim n" trong nhiu loi sn
phm bao gm cc thng 24 lon Coca-Cola, Sprite, Fanta (ln u tin cng ty c bao b
Tt cho Fanta v Sprite); cp hai chai Coca-Cola PET loi 1,25 lt v b 6 lon Coca-Cola
330. Hnh nh chim n trn sn phm l li chc lnh ca Coca-Cola gi n khch hng
Vit Nam trong dp Xun v v cng l biu trng ca s may mn m cc khch hng c
th dng nguyn chc cho nhau thng qua hnh thc tng qu.
2.4.3 ng gi :
Cc sn phm nc gii kht Coca-Cola c sn xut ti ba nh my ng chai t ti
Thnh Ph H Ch Minh, H Ni v Nng. Thng 6 nm 2001, Chnh Ph Vit Nam
ng cho php ba nh my ng chai sp nhp theo c cu qun l tp trung, trong ,
nh my ng chai Coca-Cola Vit Nam (CCBV) Thnh Ph H Ch Minh gi vai tr
qun l. Hai nh my ng chai H Ni v Nng hin ang hot ng nh hai chi
nhnh ca Cng ty Coca-Cola Vit Nam khu pha Bc v min Trung.
Min Nam: Coca-Cola Vit Nam l cng ty 100% vn u t nc ngoi
ca Coca-Cola Indochina Pte.Ltd, tn gi trc kia l Cng ty Trch Nhim Hu Hn
Nc Gii Kht Coca-Cola Chng Dng c thnh lp vo nm 1995 v l cng ty
lin doanh vi tng s vn u t 48 triu la M gia Cng ty Coca-Cola Indochina
Pte. Ltd (60% vn) v Cng ty Trch Nhim Hu Hn Nc Gii Kht Chng Dng
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(40% vn). Thng 10 nm 1998, Chnh Ph chp thun cho php lin doanh chuyn i
thnh cng ty 100% vn u t nc ngoi thng qua vic ti u t vn. CCBV t ti
Th c v tuyn dng khong 841 nhn vin.
Min Bc: Chi nhnh CCBV phi Bc hin c mt nh my ng chai vi
s vn u t 35 triu la M t ti tnh H Ty, nm pha Nam ca thnh ph H
Ni. Nh my i vo hot ng vo thng 8 nm 1995. L nh my u tin c xy
dng ti Vit Nam t khi lnh cm vn ca Chnh Ph M c bi b, nh my ng
chai Coca-Cola Ngc Hi (CCNH) l lin doanh gia Coca-Cola Indochina Pte. Ltd
(CCIL) (70% vn) v Vinafimex (30% vn), doanh nghip nh nc trc thuc B Nng
Nghip v Pht Trin Nng Thn. Thng 8 nm 1999, Chnh Ph cho php chuyn thnh
cng ty 100% vn u t nc ngoi v i tn thnh nh my Nc Gii Kht Coca-
Cola Ngc Hi. Vi chc nng hot ng l chnh nhnh pha Bc ca CCBV, nh my
tuyn dng khong 391 nhn vin.
Min Trung: Chi nhnh min Trung ca CCBV Nng c cp php
vo nm 1998 vi tn gi Cng ty Trch Nhim Hu Hn Nc Gii Kht Coca-Cola
Non Nc vi s vn lin doanh 25 triu la M gia Cng ty Coca-Cola Indochina
Pte. Ltd (70% vn) v Cng ty Nc Gii Kht Nng (30%). Thng 3 nm 1999,
CCIL c php chuyn thnh cng ty 100% vn u t nc ngoi. Hin nay nh my
hot ng nh l chi nhnh min Trung ca CCBV, nh my tuyn dng khong 146
nhn vin.
Cng ty Nc gii kht Coca-Cola Vit Nam tip tc c th ha cm kt u t mnh
v lu di ti th trng Vit Nam bng nhiu d n nng cp c s vt cht, trang thit b
sn xut v i ng nhn lc. Ring ti Nng, Cng ty va chnh thc b nhim i
ng nhn s cp cao v a vo vn hnh mt s hng mc u t quan trng.

2.4.4 Nghin cu sn phm mi :
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ng Malcolm Gibbons, Tng Gim c Cng ty Nc gii kht Coca-Cola Vit Nam,
n v ng chai sn phm Coca-Cola, cho bit Coca-Cola u t hn 280 triu USD
trong 10 nm qua ti Vit Nam v d tnh s tip tc u t thm 200 triu USD trc
nm 2013.
Nm 2010 Coca-Cola Vit Nam t mc tng trng trn 26%, ngi tiu dng Vit
Nam s dng hn 900 triu cc sn phm nc gii kht ca Coca-Cola. Cho n ht
nm 2013 cng ty s a ra th trng thm 5 loi thc ung mi.
Sau y l 3 sn phm mi m Coca-Cola tung ra th trng Vit Nam nm 2010,
2011:
2.4.4.1 Nc cam p c tp - Minute Maid Splash:
Ngy 24/8/2005, cng ty Coca-Cola a ra th trng mt sn phm mi c bit nht
t trc n nay - nc cam p c tp Minute Maid Splash. 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 Munite Maid Splash c b sung thm Vitamin E v Can xi
cho bn mt thc ung b dng.
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 v c phn phi rng khp ti cc ca hiu, qun caf,
qun n TPHCM.
Ngy 9/6/2010, Coca-Cola Vit Nam chnh thc gii thiu sn phm nc cam
Minute Maid Teppy ti th trng Vit Nam. y l sn phm ca 2 thng hiu ln l
Coca-Cola v Minute Maid nhn hiu nc ung tri cy bn chy nht th gii trong
knh siu th v tp ha.
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Vi ngun cam nguyn liu cht lng ca Minute Maid, nc cam Teppy c hng
v cam t nhin, sng khoi v trn y nng lng ph hp vi nhu cu b sung ngun
dng cht di do trong cc hot ng hng ngy ca gii tr. c bit hn, cc tp cam
ngp trn trong nc cam Teppy gi c nguyn vn, cng trn, mng nc v c
hng v thm ngon, sng khoi khi tan trong ming. Ngi dng s thng thc Teppy
ngon hn khi p lnh v c lc u trc khi ung.
Nc cam Teppy xut hin trn th trng Vit Nam vi 3 la chn a dng cho
ngi dng l chai thy tinh truyn thng, chai nha PET 330ml di ng v chai nha
PET 1 lt. c bit vi chai nha PET 330ml di ng, ngi tiu dng tr tui c th d
dng thng thc nc cam Teppy mi lc mi ni, to nn mt phong cch ung di
ng tin dng cho gii tr hin i. Minute Maid Teppy cng l nc cam c tp duy
nht Vit Nam c bo qun trong chai nha PET c o ny.
Sn phm nc cam Minute Maid Teppy c mt ti cc siu th v ca hng bn l
trn khp c nc vi gi bn l 5.000 ng vi chai thy tinh truyn thng, 6.000 ng
vi chai nha PET 330ml v 15.000 ng vi chai nha PET 1 lt.
2.4.4.2 Dasani
Ngy 13/1/2011, Coca-Cola ra mt sn phm nc ung Dasani. Dasani l sn phm
nc ung ci tin ca Coca-Cola ti Vit Nam v cng l nhn nc ung ng chai u
tin cho ngi s dng c hi tr nc sch v cng ng. Xon chai rng v gip a
nc sch v cng ng l chin dch ngha do Coca-Cola Cola Vit Nam kt hp vi
WWF (Qu Quc t bo v thin nhin), UN Habitat (T chc nh c Lin hip quc)
v CEFACOM (Trung tm pht trin sc khe gia nh v cng ng) kt hp t chc.
Dasani hin c mt trn th trng vi trng lng nh, thn thin vi mi trng
v d dng xon v chai nh gn trong lng bn tay sau khi s dng. vi gi: 5.000
ng/chai 500ml
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2.4.4.3 Tr xanh Real Leaf:
Ngy 9/3/2011, Coca-Cola chnh thc gii thiu sn phm mi Tr xanh Real Leaf ra
th trng Vit Nam. Real Leaf l nhn hng mi nht c s hp tc gia cng ty Coca-
Cola v nhn hng Nestea ni ting vi cc thc ung v tr trn th gii.
Real Leaf l sn phm u tin trn th trng kt hp tr xanh nguyn cht 100% vi ba
thnh phn thin nhin hu ch Bng cc, La hn qu v Nhn sm. Real Leaf c hai
dng sn phm l Tr xanh Thanh Mt vi s kt hp tuyt vi gia tinh cht tr xanh
thin nhin vi chit xut Bng cc, La hn qu v Tr xanh Tnh To vi s kt hp
hiu qu gia tinh cht tr xanh thin nhin vi chit xut Nhn sm.
Real Leaf c ng chai PET 480ml tin li cho ngi dng vi gi 8000ng/chai
2.5 CHIN LC GI
2.5.1 Cc yu t nh hng ti chnh sch gi ca Cocacola:
2.5.1.1 Mc tiu kinh doanh:
Hy tp trung vo cc th trng ch cht ch khng nn u t dn tri ri khng
thu c g trong c nm. l chin lc m CoCa Cola, hng sn xut nc ngt ln
nht th gii, lun ly lm c s cho mc tiu pht trin ca mnh. c c thnh cng
nh ngy hm nay ca Coca Cola nhiu chuyn gia phn tch nh gi rng l nh
Coca Cola thc hin ng chin lc trn. 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.
Nh vy, ti nhng th trng ln nh M, Trung Quc hay Chu u, biu tng Coca
Cola lun c vng nh bn thch.
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Hng nm nhng khon u t ca Coca Cola vo cc th trng truyn thng lun
chim t 70 n 80% tng u t ca hng. Nhng khon u t ny dnh nhiu cho
qung co, nng cao cht lng sn phm cng nh cc chin lc marketing khc. Mc
tiu ca Coca Cola lun l khch hng khi nhc n ung nc ngt l nh ngay n
cc sn phm ca Coca Cola.

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 vic qung b cc nhn
hiu sn phm mi.
2.5.1.2 Chi ph sn xut kinh doanh:
- i vi Coca-cola th c mt s nguyn liu trong ch bin nc gii kht khng
c sn, phi nhp khu t nc ngoi, v vy cc nh cung cp nguyn liu nc ngoi c
th gy kh d cho cc cng ty trong ngnh. Nhng i vi ngnh cng nghip gii kht
lu i, c bit l cc thng hiu ni ting th mi quan h hp tc gia cc nh cung
cp c thit lp t lu, bn cht. Hn na, cc cng ty trong ngnh mua nguyn liu
t cc ngun khc nhau nhm trnh ri ro, V vy, nng lc thng lng ca nh
cung cp khng cao.
- Chi ph nng lng: cc nh my ca Coca-Cola Vit Nam u s dng h thng
ra chai bng nc nng.
- Chi ph marketing:Coca-Cola lun u t cho cc chin lc qung b sn phm
ca hng. Ti nhng ca hng bn l v ti cc siu th, CocaCola 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, Cocacola phi tr nhng khong tin khng nh cht no. H lun dnh mt
khon u tin ring cho hot ng qung co sn phm ca mnh n vi mi ngi
thng qua tivi, bo ch, cc hot ng v tr chi. Theo cng ty truyn thng v nghin
cu th trng TNS Vit Nam, Coca-Cola Vit Nam chi khong 1,5 triu la M cho
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cc qung cao sn phm trn truyn hnh v bo giy trong nm 2008. l mt khon
tin khng h nh m h khng tic khi chi tr cho hot ng qung co ca mnh.
2.5.1.3 Uy tn- cht lng sn phm:
Uy tn :
Thng hiu Coca-Cola l i din cho sn phm thnh cng nht trong lch s thng
mi v c nhng con ngi xut sc lm nn mt sn phm tuyt vi nh th ny. i
cng vi Coca -Cola, mt thng hiu hng u th gii trong ngnh nc gii kht c
gas, v th ca tp on ng th 4 trong s 5 thng hiu nc ngt hng u th gii,
trong c diet Coke, Fanta v Sprite. Qua hn mt th k vi nhiu thay i v mt thi
i mi ang m ra cng ang i thay khng ngng, Coca-Cola vn gi vng biu
tng ca s tin cy, s c o vn c v s sng khoi tuyt vi.
Qua hn mt th k vi nhiu thay i v mt thi i mi ang m ra cng ang i
thay khng ngng, Coca-Cola vn gi vng biu tng ca s tin cy, s c o vn c
v s sng khoi tuyt vi.
Nc ung c gas lun l mt phn ca phong cch M t hn 100 nm nay v vn
gi vng v tr nc ung mang li s sng khoi nht. Theo s liu thc t cho thy, mt
trong bn loi nc ung c tiu th nhiu nht M hin nay l loi nc c gas,
trong doanh s bn l t n con s 61 t USD mi nm.
Thnh tch t c:
T khi c thnh lp v t tr s chnh ti Atlanta, bang Georgia, tp on Coca-
cola hin ang hot ng trn 200 nc khp th gii. Thng hiu Coca-cola lun l
thng hiu nc ngt bn chy hng u v tt c mi ngi trn th gii u yu thch
Coca-cola hoc mt trong nhng loi nc ung hp dn khc ca tp on. Ngy nay,
tp on Coca-cola thnh cng trong cng cuc m rng th trng vi nhiu loi
nc ung khc nhau ban u l nc c gas, v sau l nc tri cy, nc tng lc
cho th thao, nc sui, tr v mt s loi khc.
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Cht lng sn phm
Cch Coca-Cola vn hnh mt doanh nghip pht trin bn vng bt u t vic cung
cp sn phm cht lng cho ngi tiu dng. Tp on Coca-Cola ton cu duy tr mt
tiu chun cht lng ng nht, tun th theo mt qui chun nghim ngt v cht lng
v an ton sn phm. Yu cu vn hnh Nh my Coca-Cola (KORE) bo m chun
mc cao nht v an ton v cht lng sn phm v bo m chun mc mi trng lm
vic an ton, lnh mnh trong ton tp on. C th l, KORE nu r cc chnh sch, ch
nh chi tit v cc chng trnh hng dn hot ng. c ban lnh o ca tp on
Coca-Cola thc thi, KORE kt ni sn xut kinh doanh vi cc mc tiu cht lng v
qui c hai v cng mt thc o ng nht qun l hot ng; KORE cng phi hp
cc bin php phng b, mt cng c qun l vi cc qui chun nghim ngt hn mi khi
gii thiu sn phm v dch v mi; a tiu chun HACCP vo h thng tiu chun ca
cng ty; qun l ri ro ca Cng ty, qun l hot ng ng chai v c h thng phn
phi sn phm; ch r cc phng php gii quyt vn v cc cng c duy tr cht
lng ng nht ngy cng hon thin.
Tuy nhin, Coca-cola c mt s vn v cht lng sn phm
Coca cola VN dnh scandal cht lng nc Fanta .
Nc Fanta: Hm lng cht ty trng gp 35 ln mc cho php?
Vic Cng ty Coca Cola cho thu hi hng lot chai nc gii kht Fanta khu vc
pha Bc cui thng 3 va qua lm bc l mt s vn nghim trng trong qun l cht
lng gii kht dn n nguy c nh hng sc khe ngi dng.Vo cc ngy t 18
n 22-3-2007, Cng ty THNN Coca Cola Vit Nam cho thu hi sn phm Fanta chai
nha dung tch 1,5 lt trn th trng H Ni v cc tnh pha Bc. Lot sn phm ny
c sn xut t ngy 1 n 2-3-2007 v s ht hn vo ngy 28, 29-8-2007.
2.5.1.4 Nhu cu- tm l tiu dng:
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
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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 xut vi v chai
ti M. V iu ny tht r qua s nng cao cht lng sn phm trong 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.
2.5.1.5 Gi ca cc i th cnh tranh:
Th trng nc gii kht vic Nam t lu c khng nh bi 2 tn tui ln trn
th gii: Coca-Cola v Pepsi. Bn cnh , cn c cc hng nc gii kht nh:Tribeco,
Tn Hip Pht, Wonderfam.
i th ng quan tm nht ca Coca-cola ai cng r l Pepsi. L ngi i sau
trong lnh vc nc gii kht c gaz trn th gii nhng li l ngi tin phong bc vo
th trng Vit Nam. Thm vo , vi nh v l mt thng hiu tr v nng ng rt
ph hp vi t nc c dn s tr ny nn to dng c nhng thnh cng nht
nh:
Du nhp vo th trng Vit Nam nm 1993, PepsiCo ngay lp tc u t tin
phong10 triu la.V ch trong mt thi gian ngn, ti nm 1996, PepsiCo gy nh
hng v chim gn 90% th trng lc by gi.
Coke tn cng vo th trng sau Pepsi v b mt i phn li th ca ngi tin
phong. Khi tt c cc quy bn bun v bn l, gii kht bnh ko, qun x trn ngp
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Pepsi. Coca Cola nh gi thp i khong 20-25% so vi gi ca n trn th trng M
nhm gy ra c sc gi, li ko khch hng v pha mnh. ng thi, Coke phi tm
n mc tip cn phn phi thp nht cui cng bng "ct kt Coca"(nhng loi xe nh,
y l hnh thc bn hng v marketing trc tip hiu qu) p vo mt tt c dn
chng. Phng thc ny s khin mu ca Coca c th thm nhp vo tn cc ngc
ngch, ng ph ngon ngoo.
Hin nay, gi ca sn phm cocacola ti th trng Vit Nam cao hn so vi cc sn
phm cng loi tng ng, tuy nhin mc chnh lch v gi khng cao. C th xem xet
thng qua bng gi c cp nht gn y gia Coca v Pepsi:


2.5.2 Chin lc gi Coca-Cola ti Vit Nam:
2.5.2.1 Chin lc gi
Chin lc nh gi cocacola thm nhp th trng: khc vi chin lc nh gi cao
nhm cht lc th trng, doanh nghip cocacola chn chin lc nh gi sn phm mi
tng i thp nhm thm nhp th trng, vi hi vng rng s thu ht c mt s
lng ln khch hng v t c mt th phn ln.
nh gi chit khu: phn ln doanh nghip cocacola s iu chnh gi ca mnh
thng cho nhng khch hng thanh ton trc thi hn, mua khi lng ln, chit
khu tr tin mt l s gim gi cho nhng khch hng no mua v thanh ton tin ngay,
chit khu theo s lng l s gim gi cho khch hng mua sn phm vi s lng ln.
Coca Pepsi
Lon 330ml 6.800 6.500
Pet 1,5 l 14.000 13.500
Thng (24L/T) 145.000 140.000
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nh gi phn bit theo dng sn phm: theo cch nh gi ny cc kiu sn phm v
cc mt hng ca cocacola c nh gi khc nhau, nhng t l vi chi ph tng ng
ca chng
nh gi theo loi sn phm: doanh nghip cocacola thng sn xut nhiu kiu sn
phm v mt hng ch khng phi mt th duy nht. Chng khc bit nhau v nhn hiu,
hnh thc, kch c, tnh nngdo chng c nh gi cc thang bc khc nhau.
nh gi thng nht khp mi ni: Coca - Cola c th mun nh gi 40 cent cho
mi ni trn th gii. Nhng khi Coca - Cola s c t l li nhun rt khc nhau
nhng ngc khc nhau, bi v gi c leo thang khc nhau. iu ny cng s dn n tnh
trng l gi qu cao nhng nc ngho v cha ng mc nhng nc giu.
nh gi theo th trng tng nc: y Coca - Cola s nh gi ph hp vi ti
tin tng nc. Nhng iu ny b qua chnh lch v chi ph thc t gia cc nc.
N cng s dn n tnh trng l nhng ngi trung gian cc nc c gi thp s
chuyn s Coca - Cola ca mnh n nhng nc c gi cao.
nh gi cn c vo chi ph i vi tng nc. Trong trng hp ny Coca - Cola s
s dng mt gi chun ri cng thm chi ph tng ni. Nhng iu ny c th lm cho
Coca - Cola c gi qu cao so vi th trng nhng nc chi ph cao.
Sut mt thi gian di, cng ty Coca-Cola lun theo ui chin lc 3A v 3P
nhm ginh chin thng nhng th trng ln.
Chin lc 3P
- Price to value: t gi c n gi tr ngi tiu dng khng ch c kh
nng mua c Coca-Cola m cn c th ginh c nhng li ch t
sn phm ca Cocacola.
- Pervasiveness: phi chc chn rng ngi tiu dng c th mua sn
phm Cocacola mi lc mi ni. Phi m bo Coca-Cola c th c
nhn thy mi gc ph.
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- Preference: khng ch lm ngi tiu dng chp nhn v a thch Coca-
Cola, cn bin h thnh mt phn ca thng hiu Coca-Cola. Phi chc
rng Coca-Cola tr thnh s la chn u tin.
Chin lc 3A:
- Affordability: gi bn ca Coca-Cola nn ph hp, chc rng ai cng
c kh nng mua c.
- Avaiability: tnh sn c ngi tiu dng c th mua c Coca-Cola
khi ngi ta cm thy mun.
- Acceptabitity: phi chc rng khch hng a thch v chp nhn sn
phm Coca-Cola, khin h cm thy hnh phc khi mua v ung Coca-
Cola.
Nm trong chin lc chung ca cng ty, Cocacola lun c nhng chin lc gi hiu
qu nht. Ti Vit Nam, Coca-Cola kt hp nhng chin lc ht sc sng to trong
marketing mix lin tip gt hi c nhng thnh cng. Cng vi thi gian, nhng nh
my ng chai, nh phn phi, mi thnh vin trong i gia nh Coca-Cola lun gi v
tr hng u trong ngnh nc gii kht cng vi nhng dch v sng to nht, nhit
thnh nht, trung thc nht, thun tin v ht sc mc mc vi mi ngi tiu dng Vit
Nam.
2.5.1.2 Chin lc nh gi sn phm:
Cng ty Cocacola rt linh hot to nn s phn cp gi gia nhng phn khc
khc nhau lm cho sn phm ca mnh nm trong kh nng thanh ton ca khch hng -
ai cng c th thng thc hng v ca Cocacola
Khm ph v ngi mua sm thng qua hng lot nghin cu th trng, t tin
hnh nh gi theo dung lng ca sn phm nhm tha mn khch hng.
- Coca - Cola chai thu tinh, chai nha, lon
- Fanta cam chai thu tinh, chai nha, lon
- Fanta du chai thu tinh, chai nha, lon
- Fanta tri cy chai thu tinh, chai nha, lon
- Sprite chai thu tinh, chai nha, lon
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- Diet Coke lon
- Schweppes chai thu tinh, lon.
- Schweppes Soda chanh chai thuy tinh, lon,chai nha.
- Crush Sarsi chai thu tinh, lon.
- Nc ng chai Joy chai PET 500ml v 1500ml.
- Nc ung tng lc Samurai chai thu tinh, lon, bt.
- Sunfill Cam Bt tri cy
- Sunfill Da Bt tri cy.
Vit Nam l mt nc c GDP/ ngi thp, chi tiu trong gia nh a phn u do s
quyt nh ca nhng ngi ni tr. V th, 13 nhn hng trn c mt trn th trng
Vit Nam u c nhng mc gi thch hp vi mc chi tiu ca ngi dn Vit Nam,
nhm mang n s la chn thun tin nht, nhanh nht cho tt c cc khch hng. Vi
tiu ch ny, Coca-Cola kt hp gia vic iu tit gi v sn xut sn phm theo nhu
cu th trng. C th l chin lc nh gi ca Coca-Cola nh vo tm l v s thch
v mc ch tiu dng ca tng tui:
Ngi ni tr: c tm l mua d tr, gi r Chai PET ln ti khu vc
nc ngt c so snh gi vi loi chai thu tinh v lon, gi tit kim ln nht
Ngi tiu dng sng trong chung c cao tng, i ch hng ngy, mang
xch bng gi ng gi 6x1.5l khng va gi, qu nng khing ln lu,
khng va t lnh. Chuyn sang ng gi 6x1lt (gim 30% khi lng cho mi
n v hng c mua. Tng ng vi mc gi hp dn hn)
Tr nh: hnh dng bt mt, kch c va phi ng gi nhiu chai
PET nh cho tr ung khi i chi -> gi phi chng
Khch hng l t chc: thng dng trong cc tic tngmua theo l ln,
u i theo s lng, l i tng d thay i chi tiu theo gi c.
Chin lc nh gi theo i th cnh tranh
Cc nh cnh tranh rt d phn ng vi s thay i gi. C th phn ng ca i th
cnh tranh nm trong chiu hng chung ca vic thay i gi - Nh vy phn ng ca
i th c th lng trc c. C th i th coi s thay i gi nh s thch mi
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v phn ng theo quyn li ring ca h. Trong trng hp ny cng ty phi xc nh
xem quyn li ca h l g? Khi c nhiu nh cnh tranh cng ty cn phi d on c
phn ng ca mi i th c chin lc gi thch hp.

2.5.1.3 Chin lc iu chnh gi
Chin lc nh gi chit khu
Coca-cola Vit Nam c h thng phn phi mnh, c xy dng cht ch t Nam
ch Bc. Cc sn phm ca Coca - Cola Vit Nam hin c mt trn mi min t nc do
s hot ng lin tc ca cc nh my 3 min v c trn 270.000 cc i l. H thng
phn phi ca Coca - Cola hot ng thng qua 4 hnh thc:
- H thng cc nh phn phi ln.
- DSS: H thng phn phi t ngi bn s ti ngi bn l.
- DSD: H thng phn phi trc tip t nh my n cc i l v t cc i
l s phn phi n cc im bn l.
- Key Account: H thng phn phi trc tip t Nh my n cc im tiu
th ln sn phm Coca-Cola.
Do c im ca ngnh hng nc gii kht cng vi chin lc chung ca cng ty,
Coca-Cola hin nay p dng chin lc gi chit khu cho h thng cc nh phn phi
ln (kho tng), h thng phn phi trc tip t nh my v cc i l cp 1. C th v
hnh thc chit khu nh sau:
Chit khu tin mt.
Chit khu tin mt l s gim gi cho nhng ngi mua no thanh ton sm. Mt v
d tiu biu: Nu ngi bn ghi l 2/10 net 30 c ngha vic thanh ton c ko di
trong vng 30 ngy, nhng ngi mua c th c li 2% trn gi nu thanh ton ha
n trong vng 10 ngy. Nhng chit khu ny kh ph bin v phc v cho mc ch
ci thin tnh hnh thanh ton ca ngi bn v lm bt ph tn thu n cng nh lng n
kh i.
Khi mi quay tr li Vit Nam (1994) sau gn 25 nm vng bng, Coca-Cola thu
ht cc i l c quyn bng nhng chnh sch u i hp dn, to s gn b gia cng
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ty v i l: Cc i l khng c bn cc sn phm ca cc i th cnh tranh, b li
Coca-Cola s tr cho cc i l tin chit khu c quyn 1.000 ng/kt. Tin chit
khu ny c quy ra sn phm thanh ton. Cc i l c quyn mua hng theo
phng thc mua t bn on, khng c tr hng li nhng trc mi t gim gi,
cng ty s phi bo trc vi ngy cc i l kp thi gii phng hng tn... ... Coca
Cola a ra cc iu kin v s lng mua hng v cng n trong hn mc, khuyn
khch cc i l tr thnh i tc kinh doanh chin lc c hng chnh sch 5+1
(mua nm tng mt)...
Hin nay Cocacola p dng chit khu tin mt/ tng tin thanh ton cho cc i
l vi mc chit khu chung l 3000/kt hoc thng ( tng ng 4,8%).
Biu gi (do nh sn xut n nh):
Loi(kt 24 chai) Sn phm Gi
bn l
Gi bn
s
Gi n
NTD
Chai thu tinh
300ml
Fanta- Orange 63.00
0
60.000 3000
Fanta- Fruit 63.00
0
60.000 3.000
Coca Cola 63.00
0
60.000 3.000
Coke

Diet Coke
Lon(Can) 330ml Sprite
Coca-Cola 130.0
00
127.000

5.500
Fanta-Orange
Fanta-Fruit
Schweppes
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Lemon Soda
Schweppes Soda
Schweppes
Tonic

Crush-Sarsi
Chai nha(PET)
1.25L
Fanta-Fruit 140.0
00
137.000

12.000
( Kt 12 chai) Cocacola 140.0
00
137.000

12.000
Sprite 135.0
00
132.000

11.000

Joy 0.5l 96.00
0
94.000 4.000
Nc ung ng
chai JOY
Joy 1.5l 120.0
00
118.000

10.000
Joy 0.6l 120.0
00
118.000

5.000

Coco-Cola 6 lon
tt

Sunfill Cam 12
hp tt
240.0
00d
234.000 20.000d
Samurai 12 hp 240.0
00
236.000

20.000
Samurai 3 ti 240.0
00

Sunfill Da 12 240.0 234.000 20.000
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hp 00
Bt ng
gi(POWDER)
Sunfill Da 3 ti 240.0
00
236.000

80.000
Sunfill Cam 24
hp
240.0
00
234.000

10.000
Sunfill Cam 3 ti 240.0
00
236.000

80.000
Sunfill Chanh 12
hp
240.0
00
236.000

20.000

Chit khu s lng:
L s gim gi cho nhng ngi mua nhiu. Chit khu ny c Coca-cola p dng
cho mi khch hng, c bit l i l cp 1, nhm khch l h mua nhiu nh gim
c nhiu ph tn v tng c tng li nhun ca Cng ty. Coca-cola lun thc hin
chin lc ny mt cch rt khn kho bng cch qui chit khu thnh sn phm. Nh
vy khng nhng cng ty c li v mt chin lc m cn thc y i l bn hng ca
mnh nhiu hn.
Trong nhng dp h, l ln trong nm, bn cnh vic tung ra nhng chin lc
marketing mi nhm thu ht khch hng th Coca Cola cng c nhiu chnh sch i ng
i vi cc nh phn phi, i l nhm y mnh vic trng by, gii thiu sn phm,
tng doanh s trong dp ny. c bit trong nhng dp tt chin lc ny ca cocacola
c thc hin rt qui m vi s lng ghp nhiu chng trnh marketing hp dn, km
theo mc gi hp dn nht.

2.6 CHIN LC PHN PHI:
T no ca mi ngn ng ph cp nht trn ton th gii? l t OK. Th cn t
no c ph cp th nh? Cu tr li khng c nhiu ngi bit, chnh l t Coca
Cola!!!
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Yu t no gip Coke thnh cng rc r nh vy (vi gi tr thng hiu gn 70 t
USD trong 2 nm lin)? Cu tr li nm ti knh phn phi! Bt k u ngi tiu
dng cn, c Coke. Knh phn phi l mt trong 3 yu t gip Coke thnh cng
rc r nh ngy hm nay.
Hin nay,Coca-cola c 50 nh phn phi ln, 1500 nhn vin, v hn 300 000 i l
trn c nc Vit Nam
Ti Vit Nam,Coca-Cola c ba c s sn xut chnh ti ba nh my ng chai t ti
Thnh Ph H Ch Minh, H Ni v Nng, trong , nh my ng chai Coca-Cola
Vit Nam (CCBV) Thnh Ph H Ch Minh gi vai tr qun l. Hai nh my ng chai
H Ni v Nng hin ang hot ng nh hai chi nhnh ca Cng ty Coca-Cola
Vit Nam khu pha Bc v min Trung.
Vi 3 nh my sn xut ba min Bc, Trung, Nam to iu kin cho cng ty c th
m rng mng li phn phi cc min, cung cp y sn phm cho cc i l 3
khu vc ny.
Trong mi trng cnh tranh mnh m nh hin nay, c bit l vic Pepsi vo th
trng Vit trc nm r v phn phi mnh th trng Vit Nam nn khu phn
phi i vi Coca-cola cc k quan trng. V vy coca vn tip tc m rng mng li
phn phi, thng qua cc i l, cc qun c ph, nc gii kht, nh hng,

2.6.1 C nh hn hi a Ca-cola:
2.6.1.1 nh phn phi trc tip: Coca Cola va phn phi cho cc nh
bun c lp, va phn phi cho cc im HOREKA (Hotel, Restaurant, Karaoke), t
bit phn phi trc tip ti cc siu th v i siu th: h thng Coop Mart, Lotte Mart,
Parkson, Big C
2.6.1.2 nh phn phi gin tip: Thng qua cc nh cung cp c phn
phi trc tip, Coca-cola c phn phi gin tip qua cc dng trung gian phn phi
sau:
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Bn l:
+ Bn l t phc v: cc siu th, cc ca hng 24/24, cc my bn hng nc
gii kht t ng...
+ Bn l phc v ton phn: cc tim bn l nh tim tp ha,bch ha, ch...
Bn s:Cc nh bn s ca Coca-cola s thc hin cc chc nng bao gm
tiu th v khuyn mi, mua v hnh thnh chng loi hng ha, phn l hng ln
thnh nhiu l hng nh, lu kho, vn chuyn, ti tr, cung cp thng tin v th
trng, dch v qun l v t vn.
i l:
Hin nay Coca-cola c hn300 000 i l trn c nc Vit Nam.Coca-cola
thng thng c phn phi ti cc i l nc gii kht cc loi, i l hng n
ung nhanh...
Mi gii:
Coca-cola cn thng qua cc nh mi gii phn phi sn phm ca mnh
(nhng nh mi gii l nhng ngi khng trc tip tiu th sn phm m tm kim
khch hng cho ch hng).

2.6.1.3 Knh phn phi chiu dc theo tha thun h thng nhng quyn
bn bun ca cc nh sn xut .
V d: hng Coca-Cola cho php cc cng ty ng chai (cc cng ty bn bun)
nhiu ni c php mua nc si-r c c Coca-Cola ng chai thnh cc sn
phm hon chnh ri bn li cho cc ca hng bn l th trng a phng.
- Ngoi ra, hng Coca-Cola cho php cc cng ty ng chai (cc cng ty bn
bun) nhiu ni c php mua nc si-r c c Coca-Cola ng chai thnh cc
sn phm hon chnh ri bn li cho cc ca hng bn l th trng a phng.


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M HNH KNH PHN PHI

2.6.2 X hng i mi ng hn hi.
V pha cc nh sn xut mang thng hiu Vit Nam th y l mt thch thc v
cng ln lao.
H thng phn phi ti Vit Nam hin nay ch o bi h thng phn phi truyn
thng vi knh phn phi chnh l ch v cc tim bn l ri rc khp cc a phng.
iu ny i chi vi h thng kinh doanh bn l hin i v ch yu l siu th nh
Co.opMart, MaxiMark... v cc trung tm bn s l ln nh Metro, BigC. Ti cc th
ln - ni c sc mua ln nht, nhp sng dn dn c thay i trong cc gia nh tr bi
thi quen cui tun i siu th mua dng cho c gia nh trong mt tun. Thm na, s
chnh lch v phng thc kinh doanh, s a dng hng ha, gi c, nhn hiu, an ton
thc phm... nghing cn cn li th v pha h thng phn phi hin i. Vi s pht
trin nhn tin th h thng phn phi hin i tt nhin s lm suy yu knh phn phi
truyn thng trong thi gian ti.
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Theo mt nghin cu, nm 1990 ti Thi Lan c n 95% l phn phi truyn thng
v n hin nay l 40%, d kin n nm 2010 th con s ny s o ngc hon ton. H
thng phn phi truyn thng s khng hon ton bin mt m ngy cng b thu hp.
Hin nay, knh phn phi hin i ch chim t l 10% ti Vit Nam nhng vi mt l
trnh chp nhn l c th t 5 n 7 nm cng vi kinh nghim qun l, tim lc ti chnh
v s thay i mnh trong thi quen mua sm ca ngi tiu dng th vic o ngc t
l trn tt yu s xy ra.
2.7 CHIN LC CHIU TH.
2.7.1 Ho ng chiu th ca Coca Cola:
2.7.1.1 Qung co:
Mt trong nhng b quyt quan trng to nn s thnh cng cho Coca-cola
chnh l hot ng qung co. Ai cng bit rng cht lng, mi v ca Coca-Cola khng
h thay i t c hn 100 nm nay. Ci gii ca tp on Coca-Cola chnh l cc hot
ng qung co, marketing xy dng nn mt thng hiu hng ho ni ting. Coca-
Cola l mt trong s t cc cng ty dnh mt s tin tng ng chi ph sn xut
nh bng tn thng hiu ngay t khi mi thnh lp. Bn cnh , s t tin ca Coca-
cola chnh l yu t to nn thng hiu ngy nay , c th hin r rng trong cc khu
hiu qung co ca h. Nhng cu ch nh Thc ung khng cn tuyt vi ca quc
gia (1906), 6 triu mt ngy (1925), Th tht (1942), Ci bn mun l mt chai
Coke (1952), Coke l th (1982) v Lun lun l Coca-Cola (1993) u chng t
tham vng v s t tin ca thng hiu ny.
- 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. H lun dnh mt khon
u tin ring cho hot ng qung co sn phm ca mnh n vi mi ngi thng qua
tivi, bo ch, cc hot ng v tr chi. Theo Cng ty truyn thng v nghin cu th
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trng, Coca-Cola ti Vit Nam chi khong 1,5 triu la M cho cc qung co sn
phm trn truyn hnh v bo giy trong nm 2008. l mt khon tin khng h nh
m Coca-cola Vit Nam khng tic khi chi tr cho hot ng qung co ca mnh.
- Cc qung co ca Coca-Cola rt n tng v thu ht c nhiu s ch ca mi
ngi, vi nhng tng c o, sng to, th hin cm gic mi l c o nh:
- Vi on qung co ca Coca vi Mr BRRRRRRRrrrr.
- Qung co v Happiness Factory: ln u tin b phim qung co ny c khi
chiu ng lot cng thi im trn 5 knh truyn hnh ln ca Vit Nam vo nm 2009
thu ht s ch ca cng chng. Lot phim qung co Happiness factory ca Coca-
Cola c nh gi l thnh cng nht trong lch s pht trin thng hiu vi rt nhiu
gii thng uy tn nh: gii s t bc Lin hoan phim Cannes, gii Epica dOr v nhiu
c danh gi khc. y l mt phn trong chin dch truyn thng quy m v mi l
nht t trc n nay c Coca-Cola u t gp nhiu ln mt chin dch thng thng
nhm em hnh nh ca Happiness factory tip cn rng ri cng chng, 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. Coca-Cola
cng dnh gn mt triu mu sn phm dng th cho ngi tiu dng ti cc thnh ph
ln nh H Ni, H Ch Minh v Cn Th.
- V mi y nht l qung co vi tng v cch n mng chin thng ca cc
ngi sao bng ni ting vi nhc nn Waving Flag, bi ht chnh thc ca World cup
2010.
2.7.1.2 Marketing trc tip:
Marketing trc tip l mt h thng marketing tc ng trc tip n khch hng.
N bao gm nhiu hot ng: bn hng trc tip, telemarketing, qung co p ng trc
tip.
Ngi pht ngn ca Coca-Cola cho bit TV vn l knh qung co quan trng
cho thng hiu ca h nhng bn cnh cc chin dch qung co v khuyn mi gn
y u s dng cc phng tin trc tuyn nh Facebook v Youtube nhiu hn.
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Cng vi vic cho ra mt Coke Zone, website chuyn v social media t khch
hng c th c c nhng thng tin th v cng nh c hi nhn c qu tng, Coca-
Cola nhn thc r rng gi tr ca vic tch hp Marketing truyn thng v Marketing
trc tuyn.
Coke Zone c xem l hot ng sng gi trong vic tng tc vi khch hng,
nhng iu th v hn y l vic s dng Social media cho php Coca-Cola ph v
chu trnh thng thng ca mt chin dch truyn thng truyn thng v bt u gn b
vi mt l thuyt ph bin ang thnh hnh hn. Chin dch Social media ca Coca-Cola
tp trung vo s pht trin bn vng, gia tng ng h v khuyn khch s trung thnh vi
thng hiu.
y l cch m cc thng hiu hng tiu dng khc cng c th p dng hiu qu.
Bi Social media khng ch l nhng chin dch hoc lm gia tng s lan truyn xung
quanh vic ra mt mt sn phm mi. C th s dng Social media kt ni vi khch
hng, to ra nn tng cng c mi quan h ca khch hng vi thng hiu mt cch
thnh cng.
Vit Nam Coke Zone cha c p dng, Coca Cola Vit Nam vn s dng hnh
thc marketing truyn thng, ch yu l tp trung qung co trn Tivi, bo i...
Marketing trc tip vn cn s si, ch mi kt hp vi Zing t chc cc chng trnh :
Coca-Cola Music 2011, M Coca-Cola u nm Khai xun hng khi t chc t
06/12/2010 30/01/2011
2.7.1.3 Khuyn mi (Sales promotion):
c nhng thnh cng ln ca Coca-Cola trn th trng Vit Nam hin nay, th
nhng nh lm marketing thc s to c hiu qu trong vic s dng cng c truyn
thng ca mnh. Hiu c tm l , Coca-Cola khng qun rng hot ng khuyn mi
l mt trong nhng cng c tt nht qung b hnh nh ca sn phm nhm cung cp
gi tr hoc khch l tng thm cho lc lng bn hng, nh phn phi v ngi tiu dng
nhm gia tng doanh s ngay lp tc.
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Cng ty Coca-Cola Vit Nam va khi ng chng trnh khuyn mi trn ton quc
dnh cho gii tr nng ng: Bt np Sp i Trng i. im khc bit ca
chng trnh ny vi cc chng trnh khuyn mi thng thng l tinh thn ch o
Chung hng nim vui dnh cho nhm bn hn l mt c nhn.
Tinh thn ny c th hin t cch thc trng thng: ghp i cc np chai hay
khoen lon trng thng n nhng gii thng m gii tr yu thch. Khch hng khi
ung cc sn phm chai v lon nc gii kht c sn xut bi Coca-Cola Vit Nam
nh Coca-Cola, Fanta Cam, Sprite, Samurai, Thums Up s c c hi trng thng cc
gii hp dn nh xe Piaggio LXV 125, in thoi di ng Sony Ericsson W700i, ng h
v o thun Coca-Cola
Cc gii thng khng n thun l cc vt dng m cn l cch gii tr th hin
c tnh cng nh phong cch thng thc cuc sng ca h. Cc bn tr khi ung chai
hoc lon cc sn phm ca Coca-Cola Vit Nam s c c nhng np chai hoc khoen
lon c hnh mt na ca gii thng.
Nu ghp 2 np chai hoc 2 khoen lon c nhng k hiu tng ng nhau nh trong
iu l th s trng gii. Nh vy c hi trng gii s cao hn nu cc khch hng tr t
2 ngi tr ln cng nhau phi hp v su tm cc thng tin may mn ny.
Vic s dng cc hnh thc khuyn mi khng ch gip cho doanh s ca cng ty tng
ln, m n cn th hin gi tr m cng ty mang li cho cc khch hng ca mnh. y l
mt cng c truyn thng c lc khng ch ring Coca-Cola s dng m hu nh cc
cng ty khi i vo hot ng cng xem y l mt cch thc pht trin th phn ca
mnh.
2.1.7.4 Quan h cng chng (Public Relation)
Quan h cng chng (PR) c nh ngha l chc nng qun l nh gi thi
ca cng chng, lin kt chnh sch ca cc t chc vi li ch x hi, thc hin chng
trnh hot ng t c s hiu bit v s chp nhn ca cng chng.
PR thng c mc tiu nhm thit lp v duy tr n tng tch cc ca cc nhm cng
chng v cng ty. Hnh thc thng s dng hp bo, t chc s kin, cung cp thng tin
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bo ch a tin v sn phm hoc cng ty, tham gia vo cc hot ng cng ng nh:
tr cp, ng gp qu x hi, ti tr cho s kin t bit v.v tng cng hnh nh
cng ty.
Trn tinh thn , Coca-Cola Vit Nam cng thng xuyn t chc cc hot ng b
ch, y ngha vi khch hng, c bit l cc chng trnh dnh cho gii tr. Cc hot
ng ny to cho Coca-Cola mt hnh nh i mi, sng to, y nng ng, lc quan,
hnh phc v y cun ht. Cc hot ng ny to s thn thuc v gn gi hn gia
Coca-Cola v ngi tiu dng.

"Ht cng Coca-Cola" - C hi cc bn tr th ti ca ht : L mt trong lot cc
hot ng tng bng ca chin dch Ung l BRRRR ang c Coca-Cola trin khai
trn ton quc, cuc thi BRRRR-KOOL SUMMER c t chc khuyn khch tinh
thn lun th hin v tri nghim nhng iu mi m gii tr cuc sng lun trn
ngp nim vui v hng khi. Cuc thi nhm khuyn khch s sng to thng hoa cng
cm hng bt tn bn.
- Chin dch C Coca-Cola mn no cng ngon : nhm qung b vn ha m thc
Vit Nam thng qua nhiu hot ng th v trong c chng trnh truyn hnh thc t
ua ti m thc. Ba n l dp mi ngi t hp, tr chuyn v thng thc cc
mn ngon cng nhau. Mt ba n ngon ming cng vi khng kh vui v lun gp phn
lm tng thm tnh cm gn b gia cc thnh vin trong gia nh, bn b, ng nghip...
V th, Coca-Cola thc hin chin dch C Coca-Cola mn no cng ngon nhm qung
b v lm phong ph vn ha m thc Vit Nam cng nh hng dn cch kt hp v
thng thc cc mn n mt cch hi ha nhm em li s ngon ming v mang mi
ngi n gn nhau hn.
- Coca-Cola ti tr thc hin chng trnh truyn hnh thc t si ng ua ti
m thc : pht sng 9h sng ch nht hng tun trn knh HTV9 bt u t 18/10, pht
li lc 10h20 th by hng tun trn knh HN1 v 20h30 th su, 10h30 th by hng
tun trn knh HTV3. y l mt chng trnh mang tnh gii tr cao, b sung kin thc
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m thc, gip chng ta c thm thng tin la chn thc n c ch cho sc khe, bit
cch ch bin mn n yu thch, cng nh c nhng khonh khc th v cng bn b v
gia nh.
- Coca-Cola cn to chuyn trang m thc vi nhiu thng tin b ch trn knh 14 ti
a ch: http://duataiamthuc.kenh14.vn/: Ti y, cc bn tr c th ng k tham gia v
cp nht thng tin v chng trnh ua ti m thc cng Coca-Cola, tr li cc cu hi
hng tun ginh nhng gii thng hp dn v cng b bn chia s v cc mn n
ngon, cc c sn ca tng vng, min cng cc a ch m thc trn ton quc. Coca-
Cola cng dnh 300.000 mu dng th min ph ti cc nh hng, qun n 2 th l
H Ni v TP HCM.
- Chng trnh Chia s cng ai iu tt p nht? Dnh CocaCola u Nm cho
ngi bn yu thng: gi hng trm, hng ngn li chc tt p ca mi ngi n
mi min t nc. c bit chng trnh Coca-Cola u Nm dnh s tin
233.420.000 ng tng ng vi 46.684 li yu thng cho khch hng gi cho ngi
thn bn b trong sut thi gian din ra chng trnh ng h cho chng trnh Nc
sch cng ng. Vi chng trnh ngha ny, khng nhng khch hng ca Coca c
s chia yu thng m cn gp phn ng gp v cng ng.
- Chin dch ca Coke mi y ly tng ch o l cc hot ng n mng chin
thng mt cch y ngu hng. Ngi hm m c th chia s nim vui chin thng thng
qua m nhc, cc s kin tng tc. Ngoi ra chng trnh diu hnh ca chic cp v
ch World Cup (Coca-Cola FIFA World Cup Trophy Tour) s l tm im trong chui
s kin ny. Thng ip ca hot ng ny l : Cng Coca-Cola n mng chin thng
& n Nam Phi xem World Cup. Cup vng tri qua cuc hnh trnh qua 86 quc gia,
trc khi trao cho i v ch ti Nam Phi vo ma h. Vit Nam l im dng chn th
2 ca hnh trnh chnh thc vng quanh th gii, sau khi khi hnh ti n vo u
thng 1/2010. Coca-Cola mun mang n cho khch hng v cng l ngi hm m bng
c hi c tn mt chim ngng v chp hnh lu nim cng chic cp vng danh
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gi nht hnh tinh ny. Cc hot ng ca l hi nhm ku gi ngi hm m th hin
tinh thn lc quan v nim am m vi bng ha chung vi tinh thn th thao say
m ca ton th gii. Vi s kin ny, ngi hm m ngoi c hi c tn mt chim
ngng chic cp vng danh gi nht hnh tinh, cn c tham gia cc hot ng vui
chi gii tr ho hng nh: chp hnh lu nim cng chic cp vng, xem phim 3D v
nhng khonh khc th v ca FIFA World Cup, tranh ti cng cc tr chi th thch si
ni, c phc v Coca-Cola min ph v nhiu hot ng hp dn khc.
- Ha cng khng kh World Cup sp n gn, Coca-Cola Vit Nam dnh cho ngi
hm m Vit Nam cuc thi n Mng Bt Tn th v vi gii thng chung cuc hp
dn. Qua , t ngy 15/3 n ngy 31/5, ngi hm m s ng ti cc clip n mng bn
thng t sng tc ln trang web http://www.coca-cola.zing.vn/. Ngi c clip n mng
bn thng sng to v n tng c s bnh chn cao nht trn trang web ny s c
phn thng l mt sut n Nam Phi cng 12 ti nng bng tr ti Hi tri bng
ton cu Coca-Cola Nam Phi 2010 vo thng 6.
- Khn gi truyn hnh s quyt nh 12 gng mt no s ginh sut i Nam Phi
tham d Hi tri bng ton cu Coca-Cola Nam Phi 2010 vo thng 6 ti y thng
qua cc chng trnh truyn hnh thc t do VTV thc hin, ghi li hnh nh tp luyn,
th thch v thi u ca 24 ng vin v pht sng trn VTV3. Tt c cc hot ng tuyn
chn, hun luyn, th thch v sinh hot ca cc em trong chng trnh Hi tri bng
ton cu Coca-Cola Nam Phi 2010 cng nh trong 4 ngy tp hun tp trung ny u
c i truyn hnh Vit Nam ghi hnh v dng thnh 12 tp phim truyn hnh thc t,
pht sng trn VTV3 mi th 6 hng tun lc 17h, v pht li vo th 3 tun k tip trn
VTV6 lc 20h45 vi thi lng khong 30 pht mi tp. Qua 12 tp phim, ngoi cc hot
ng hun luyn v th thch, khn gi s c xem nhng cu chuyn ngoi sn tp
cng cc cm xc v k nim vui bun ca cc em xuyn sut chng trnh. i c s
bnh chn cao nht t khn gi xem i trong sut thi gian pht sng s ginh sut n
Nam Phi tham d Hi tri bng ton cu Coca-Cola Nam Phi 2010 vo thng 6 ti
y. Qua chng trnh, cc em c gp g, giao lu vi i s thng hiu ca Coca-
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Cola lnh vc ca nhc l ca s Phng Vy. Ngoi ra cc em cn c xem cc video clip
n mng bn thng ca cc cu th, i bng ni ting sng to ra cc cch n mng
bn thng c o ca c nhn v c i. Trong bn ngy hun luyn ti Thnh Long,
di s dn dt ca HLV Triu Quang H, t chuyn mn i din VFF cng hai i s
thng hiu trong lnh vc th thao ca Coca-Cola l tuyn th quc gia v l cu th ca
CLB Gch ng Tm Long An Phan Thanh Bnh v cu th ca CLB Bnh Dng
Philani gc Nam Phi, 24 em c chia thnh hai i (mi i 12 em) c hun
luyn chuyn mn bng c bn, vt qua cc vng th thch v thi u i khng trc
tip.
2.7.1.5 Bn hng c nhn (Personal selling):
Bn hng c nhn l hot ng tip xc trc tip gia ngi mua v ngi bn (hoc
mt i mt thng qua hnh thc truyn thng khc) thng tin gii thiu sn phm.
Coca-Cola cho mt lng ln i ng nhn vin ca mnh tip xc trc tip vi
khch hng gii thiu v sn phm n ngi tiu dng v nhng li ch khi ung
Cocacola v ni cho khch hng bit c sn phm ca mnh c s khc bit nh th
no so vi cc sn phm khc, chin dch ny c c th ha bng hot ng bn hng
c nhn hoc cc chng trnh khuyn mi.
Trong cc chin dch marketing ca mnh, Coca-Cola lun coi khch hng l
thng . Hng c nhiu chin lc khc nhau khch hng thc s cm nhn
c hng v ca Coca-Cola. Nhiu chng trnh khuyn mi ly khch hng lm trung
tm nh dng th sn phm, mua 1 tng 1. Mt chng trnh c nh gi kh c sc
li cun ca Coca-Cola l cc cuc thi ngi ung Coca kho nht do hng t chc.
Cuc thi c tin hnh trn nhiu th trng ln, trong mi cuc thi s c nhiu vng v
mi vng cc th sinh phi ra sc ung mt lng Coca-Cola ln trong thi gian ngn
nht. Nh cuc thi ny m Coca-Cola to c s hng th mnh m i vi ngi
tiu dng, qua gp phn y mnh gi tr thng hiu ca hng.

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2.7.2 Ngn sch chiu th:
Sau khi xc nh cc mc tiu qung co ri, c th quyt nh ngn sch qung co
cho mi sn phm nhm hon thnh mc tiu bn hng. V mt hc thut, c 4 phng
php xc nh ngn sch:
+ Phng php ty kh nng: Nhiu Cng ty xc nh ngn sch qung co
c ty theo kh nng Cng ty c th chi c. Phng php ny b qua nh hng ca
qung co i vi khi lng tiu th, n dn n ngn sch qung co hng nm khng
n nh.
+ Phng php tnh theo phn trm ca doanh s, v d, 5% hay 10% ca
doanh s nm ti. u tin ca phng php ny l chi ph qung co gn lin vi kt qu
hot ng kinh doanh (vi doanh s, li nhun) v m bo s n nh cho ngn sch
qung co.
+ Phng php cn bng cnh tranh. Mt s Cng ty xc nh ngn sch
qung co ca h ngang bng vi mc chi ca cc hng cnh tranh cng c. Tuy nhin,
do uy tn, ti lc, c may v mc tiu ca tng Cng ty khc nhau rt xa nn chc chn
kt qu chiu th s khc nhau.
+Phng php mc tiu v cng vic: Phng php ny i hi nh
marketing lp ngn sch bng cch:
- Xc nh mc tiu ca doanh nghip
- Xc nh nhng cng vic, chng trnh cn thc hin t mc tiu
(qung co trn bo, radio, TV nh th no)
- c tnh chi ph hon thnh cng vic tng s chi ph ny chnh l ngn
sch qung co ngh cho nm ti.
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Trong 4 phng php xc nh ngn sch trn, Coca-Cola p dng song song
phng thc cn bng cnh tranh v mc tiu cng vic. Ngay t u, Coca-Cola dnh
mt s tin tng ng chi ph sn xut nh bng tn thng hiu (Chc chn rng
y l mt trong nhng cng ty u tin c chi ph marketing vt qu chi ph cho sn
xut).
Cng ty nc gii kht Coca-Cola Vit Nam tng gp ba ngn sch cho cc hot
ng qung co ti th trng ny trong nm 2009 duy tr mc tng trng 2 con s.
Theo Cng ty truyn thng v nghin cu th trng TNS Vit Nam, Coca-Cola ti Vit
Nam chi khong 1,5 triu la M cho cc qung co sn phm trn truyn hnh v
bo giy trong nm 2008.
Chng 3: NH GI XUT KIN
3.1 CHIN LC SN PHM:
* S t tin: S t tin ca Cocacola ti Vit Nam c th hin c th hin r
rng trong cc khu hiu qung co ca h qua nhng nm. Nm u tin c mt ti Vit
Nam Cocacola c khu hiu Play Red Hot Summer(1994). Tri qua cc nm khu c
thay i Play Red Hot Summer again (1995), Enjoy (1996), Life is Good (2001).
* Tnh xc thc: K t th chin th hai, CocaCola t gn cho mnh l Th
tht. Mc cho s c mt ca nhng loi thc ung hng v cola trc , v nh ru
Vin Mariani, v cho d Pepsi-Cola c khi u sau mt thp nin so vi i th ca
mnh Atlanta (nm 1894), Coca-Cola vn lun c xem l loi thc ung cola ch
thc nht trn th trng.
* Tnh bn vng: Cocacola xm nhp vo th trng Vit Nam t nm 1994
nh bt cc cc hng nc ngt ti Vit Nam nh Tribeco, Tn Hip Pht, Chng
Dng...v c bit l cnh tranh hn hn vi hng nc ngt Pepsi thm nhp th
trng Vit Nam trc. Vi doanh thu vt bc hn hn. V hin nay thuc top u ca
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cc hng nc ngt ti Vit Nam ni chung v ton th gii ni ring. iu khng
nh tnh bn vng ca Cocacola l v cng vng chc.
* Sc hp dn tr trung. Ngay t lc ban s, CocaCola nhm vo gii tr trn
ton th gii, thm ch h cn t c nhng mu qung co trn nhng bn tin hc ng
Atlanta trong cc thp nin 1880, 1890 v by gi l ti Vit Nam, hnh nh Cocacola
c thy khp ni trn nhng ng ph, trm xe...vi mu sc tr trung v mu m
n tng.
* Tnh cch M. Hnh nh ca CocaCola lun l tiu biu cho tnh cch M, t
nhng p phch qung co ban u c hnh huyn thoi Ty Cobb cho n biu ng to ln
c tn thng hiu cho n s tr v ca phi hnh gia Phil Armstrong sau chuyn du
hnh n mt trng. V trong sut Th chin th hai, cng ty ny thm ch cn h tr tip
t qun nhu cho qun i M nc ngoi theo yu cu ca Tng thng Eisenhower.
* Tnh thm m. CocaCola thu hiu sc mnh ca tnh thm m hn bt c mt
thng hiu tiu dng no. Tri qua nhiu nm, Cocacola lun thay i mu m, hnh
dng da trn hai mu c bn l v trng lun lm mi mnh. Khc. Hai mu biu
tng thng hiu n gin trng v c s dng t nm 1955 l mt minh chng
khc na cho s tp trung vo cht lng thm m ca thng hiu ny.
3.2 CHIN LC GI.
Nh vy gi c l yu t nh v chnh cho sn phm, l mt trong cc cng c thuc
phi thc marketing m cng ty s dng t c mc tiu marketing ca mnh. Cc
quyt nh v gi phi c phi hp vi nhng quyt nh v mu m, phn phi, c
ng cho sn phm hnh thnh mt chng trnh marketing nht qun v c hiu qu.
Cc quyt a ra cho nhng khu khc thuc phi thc marketing u c nh hng n
nhng quyt nh v gi.
Trong nn kinh t th trng nng ng nh ngy nay, Cocacola lun bt kp vi s
thay i mau chng ca ngi tiu dng v lun p ng tt nht nhu cu ca khch hng
hn bt k sn phm cng loi khc trn th trng. Cocacola khng ch quan tm n
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mc tiu chin lc trong tng lai gn m cn hoch nh chin lc di hn vi mt
mc tiu duy nht l: cho mi ngi c gii kht sng khoi. V vy, Cocacola lun
t tin vng bc i ln vi thi gian cng vi s ng h ca khch hng Cocacola
ngy mt mnh hn, phc v khch hng tt hn na Cocacola lun l cho bn
cho ti cho tt c mi ngi. Sn phm Cocacola nh gi da trn ngi mua theo gi
tr nhn thc c. H xem nhn thc ca ngi mua v gi tr ch khng phi chi ph
ca ngi bn l c s quan trng nh gi. H s dng nhng yu t chi ph gi c
trong marketing-mix xy dng gi tr c cm nhn trong tm tr ca ngi mua. Ga
c nh ra cn c vo gi tr cm nhn .
3.3 CHIN LC PHN PHI.
Trong hng trm nm hnh thnh v pht trin, con ng xy dng thng hiu ca
Coca-Cola khng phi d dng. Trong thi gian u, t mt thc ung v danh 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, Coca-Cola 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 Coca-
Cola l Pepsi. iu ny lm cho ban iu hnh ca tp on phi lin tc ci tin cc
chin lc qung co, sn xut, ti chnh c th thch nghi tn ti cng vi s
chuyn bin ca x hi.
Bng cc chin lc nhm ti nhiu i tng khch hng, danh ting ca Coca-Cola
c bit n tng ng ngch. Trong chin tranh th gii, nhng nh lnh o ca
cng ty rt linh hot trong vic s dng chnh nhng ngi lnh M tip th cho sn
phm ny. Nh m khi chin tranh th gii kt thc, ci tn Coca-Cola tr nn
quen thuc vi chu u v xa hn na. Khng phi l qu kh m ni rng Coca-Cola
bit nm bt mi c hi t ln n nh qung co cho thng hiu ca mnh.
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Nhng bin qung co ni bt mu ti cng vi dng ch Coca-Cola xut hin
khp ni, t sn bng n siu th, tim tp ha Cng v l m ci tn Coca-Cola
tr nn quen thuc vi mi ngi. Chin lc marketing ngn ca tp on ny hng
trm triu USD mi nm, nhng nh m Coca-Cola tr thnh ci tn ht sc quen
thuc mi khi nhc n cc sn phm gii kht.
TI LIU THAM KHO:
DTCK ONLINE, Li sut s mc cao trong c nm 2011,
02/04/2011,http://www.laisuat.vn/Pages/NewsDetail.aspx?news=584
K.D (Globe and mail), Coca Cola s c v chai thn thin mi trng, sgtt.vn, NGY
25/05/2011, http://sgtt.vn/Kinh-te/Thi-truong/59757/Coca-Cola-se-co-vo-chai-than-thien-
moi-truong.html
Mai Xun Bnh, Php lut mi trng Vit Nam trc yu cu pht trin bn vng,
ngy 18/6/2009, http://www.luatviet.org/Home/nghien-cuu-trao-doi/2009/8086/Phap-
luat-moi-truong-o-Viet-Nam-truoc-yeu-cau-phat-trien.aspx
Phng Trinh, Lch s thng hiu Coca-Cola , ngy 15/8/2009,
http://www.vnbrand.net/Phong-su-thuong-hieu/lich-su-thuong-hieu-coca-cola.html
P. Thanh, Vit Nam ang chuyn i nhn khu hc mnh m , ngy 25/5/2011,
http://tintuc.xalo.vn/081807971280/viet_nam_dang_chuyen_doi_nhan_khau_hoc_manh_
me.html
Quantritructuyen.com Theo vietnambranding.com, Sn phm ti ch PlantBottle ca
Coke ginh chin thng, http://quantritructuyen.com/chi-tiet/san-pham-tai-che-
plantbottle-cua-coke-gianh-chien-thang/2899.html
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Theo vef.vn, "Ly lng" ngi tiu dng trong th k 21, ngy 17/03/2011,
http://www.fast500.vn/2011-03-17-lay-long-nguoi-tieu-dung-trong-the-ky-21
Thy Vn, SM C GII PHP CI THIN TNH HNH LI SUT NGN HNG,
ngun nhandan.com.vn, ngy 18/5/2011, http://news.go.vn/tin/94221/Som-co-giai-phap-
cai-thien-tinh-hinh-lai-suat-ngan-hang.htm
Thy Loan , HD ngnh CN nha v cao su , ngy 5 /8/ 2009,
http://www.prt.vn/index.php?view=article&id=603%3Atr-li-vi-bao-bi-t-
nhien&option=com_content&Itemid=4http://www.prt.vn/index.php?view=article&id=60
3%3Atr-li-vi-bao-bi-t-nhien&option=com_content&Itemid=4
TS Nguyn B Thy, Dn s Vit Nam nm 2010: C hi v thch thc, ngy 25/5/2011,
http://www.na.gov.vn/htx/vietnamese/?Newid=40463#zkvzoTiQ5CQ2
TRUNG GI ANG, Nhng thch thc ln ca mi trng ton cu,ngy 02/06/2007,
http://www.khoahoc.com.vn/doisong/moi-truong/tham-hoa/15396_Nhung-thach-thuc-
lon-cua-moi-truong-toan-cau.aspx
vietstock.vn , Li sut 2010 Kch bn lp li, nhiu bin ng v kh khn,
ngy25/5/2011,http://tintuc.xalo.vn/00-
303299082/Lai_suat_2010__Kich_ban_lap_lai_nhieu_bien_dong_va_kho_khan.html

VnExpress, T gi v li sut i vi doanh nghip Xut nhp khu, ngy 18/5/2011,
http://vnexim.com.vn/forum/showthread.php?t=11371&pagenumber=

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MC LC
Chng 1: GII THIU V CNG TY COCACOLA...................................................... 2
1.1 GII THIU I NT V COCA-COLA TON CU: .................................... 2
2.1 LCH S COCA-COLA VIT NAM. .................................................................. 3
Chng 2: CHIN LC MARKETING CA COCA-COLA ........................................ 4
2.1 PHN TCH MI TRNG V M. .................................................................. 4
2.1.1 Kinh t. ............................................................................................................ 4
2.1.1.1 Tng trng kinh t. .................................................................................... 4
2.1.1.2 Mc li sut.................................................................................................. 5
2.1.1.3 Lm pht ........................................................................................................ 5
2.1.2 Cng ngh ....................................................................................................... 6
2.1.3 Vn ha X hi ............................................................................................. 7
2.1.4 Nhn khu hc. .............................................................................................. 14
2.1.5 Ton cu: ....................................................................................................... 15
2.1.5.1 Mi trng nhim: .................................................................................. 15
2.1.5.2 S khan him ngun nguyn liu .............................................................. 17
2.1.5.3 Chi ph nng lng ngy cng gia tng. .................................................... 17
2.1.6 Chnh tr - Php lut. ..................................................................................... 17
2.2 PHN TCH MI TRNG VI M: ................................................................ 18
2.2.1 i th tim n: ............................................................................................. 18
2.2.2 i th cnh tranh trong ngnh: .................................................................... 18
2.2.3 Khch hng:................................................................................................... 19
2.2.4 Nh cung cp: ................................................................................................ 19
2.2.5 Sn phm thay th: ........................................................................................ 20
2.3 PHN KHC TH TRNG NH V SN PHM. ................................... 20
2.3.1 c im th trng Vit Nam: ..................................................................... 20
2.3.2 Phn khc th trng: .................................................................................... 21
2.3.3 nh v sn phm........................................................................................... 21
2.4 CHIN LC SN PHM : .............................................................................. 22
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2.4.1 Danh mc sn phm: ..................................................................................... 22
2.4.2 Thng hiu. ................................................................................................. 23
2.4.2.1 Tn ca thng hiu: Coca-Cola: .............................................................. 23
2.4.2.2 Logo ........................................................................................................... 23
2.4.2.3 Slogan: ....................................................................................................... 24
2.4.2.4 Bao b: ........................................................................................................ 24
2.4.3 ng gi : ...................................................................................................... 25
2.4.4 Nghin cu sn phm mi : .......................................................................... 26
2.5 CHIN LC GI ............................................................................................. 29
2.5.1 Cc yu t nh hng ti chnh sch gi ca Cocacola: ............................... 29
2.5.1.1 Mc tiu kinh doanh: ................................................................................. 29
2.5.1.2 Chi ph sn xut kinh doanh: ..................................................................... 30
2.5.1.3 Uy tn- cht lng sn phm:..................................................................... 31
2.5.1.4 Nhu cu- tm l tiu dng: ........................................................................ 32
2.5.1.5 Gi ca cc i th cnh tranh: .................................................................. 33
2.5.2 Chin lc gi Coca-Cola ti Vit Nam: ...................................................... 34
2.5.2.1 Chin lc gi ............................................................................................ 34
2.5.1.3 Chin lc iu chnh gi .......................................................................... 38
2.6 CHIN LC PHN PHI: .............................................................................. 41
2.6.1 Cc knh phn phi ca Coca-cola: .............................................................. 42
2.6.2 Xu hng i mi trong phn phi. .......................................................... 44
2.7 CHIN LC CHIU TH. ............................................................................... 45
2.7.1 Hot ng chiu th ca Coca Cola: .............................................................. 45
2.7.1.1 Qung co: ................................................................................................. 45
2.7.1.2 Marketing trc tip: ................................................................................... 46
2.7.1.3 Khuyn mi (Sales promotion): ................................................................. 47
2.1.7.4 Quan h cng chng (Public Relation) ...................................................... 48
2.7.1.5 Bn hng c nhn (Personal selling): ......................................................... 52
2.7.2 Ngn sch chiu th: ...................................................................................... 53
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Chng 3: NH GI XUT KIN ................................................................. 54
3.1 CHIN LC SN PHM: ............................................................................... 54
3.2 CHIN LC GI. ............................................................................................ 55
3.3 CHIN LC PHN PHI. .............................................................................. 56
TI LIU THAM KHO: ................................................................................................ 57
MC LC ......................................................................................................................... 59