M t tng

X hi ngy cng pht trin, con ngi ngy cng bn rn. - Cc bc ph huynh va tt bt vi cng vic, va phi dnh rt nhiu thi gian cho con nh. Nhng ba sng dinh dng tr thnh mt bi ton kh. -

Ca hng bnh sandwich Momo

p ng nhu cu cho mt ba n sng: Nhanh gn Tin li B dng, hp v sinh Ph hp vi tr em

Tm nhn & S mnh

Tm nhn: Mong mun m rng quy m v tr thnh s la chn hng u ca cc bc ph huynh v mt ba sng an ton v dinh dng cho ba sng ca con em mnh.

S mnh: Cam kt mang n cho tr em nhng ba sng an ton, ti vui v y dinh dng, cung cp nng lng cho mt ngy vui chi v hc tp.

Mi trng v m
Lut an ton thc phm 2010, s 55/2010 QH12 KT ang pht trin
C s php l cho mi hot ng Thi gian thu hp Thi quen khng tt Ba n c cn bng Mi lo v VSATTP

Vn ho

Mi trng vi m
Th trng
a dng, nhiu chng loi Khng c s tnh ton khu phn v dd 469 trng tiu hc, >200 nghn HS ti TPHCM

Phn khc chnh

PH thu nhp kh cao: n sng ngoi/ cho tin con. PH thu nhp trung bnh kh: lun phin n sng ngoi/ nh PH thu nhp trung bnh: con n sng nh/ n qua loa/ b qua ba sng.

Mi trng vi m

TM L KHCH HNG
Yu t a im thun li

Thi quen thay i mn n thng xuyn

Cm quan PH trc

Mi trng vi m
Cho dinh dng
Nh Lan, c Pht, Kinh vv..

I TH CNH TRANH

Hng n h gia nh

Cc mc tiu marketing
Tr thnh s la chn c u tin trong vic chn la mn n sng ca tr em
Tng doanh s bn hng, thc y li nhun v rt ngn thi gian ho vn. Xy dng c nhn thc v thng hiu v nh v c Bnh sandwich n sng MoMo trong tm tr khch hng.

Chin lc ct li

nh v sn phm: - Slogan: n sng cng Momo, vui thit vui, ngon thit ngon. - Hnh nh mt ba sng vui nhn, cht lng. Chic bnh Momo c nhn cch ha ph hp vi i tng khch hng tr em. - Sn phm xanh v sch

Chin lc ct li
Khch hng mc tiu: - Cc bc ph huynh bn rn vi cng vic, kh khn trong vic t chc mt ba sng an ton dinh dng cho con mnh. - Tr em t 6 10 tui, thch nhng mn l lm, nhiu mu sc v vui nhn.

Chin lc ct li
i th cnh tranh trc tip: - Sn phm cho dinh dng: cng ty TNHH Cy Th, cng ty CP Thin Hng, cng ty TNHH V Trng Vi v.v - cc thng hiu bnh m, bnh n sng ni ting v lu i Vit Nam nh Nh Lan, c Pht, Kinh , H Lm Mn, ABC vv - H gia nh bun bn hng n n l: bn, ph, cho, m

Chin lc ct li
Li th cnh tranh: - Bnh sandwich Momo c thit k vui mt vi nhiu hnh nh hot hnh khc nhau, nhng tn gi vui nhn (mt tri, ngi sao, bm)

Chin lc ct li
Li th cnh tranh - Hnh thc tng qu i km v khuyn mi vi nhng mn chi nhiu mu sc c thay i lin tc.

Chin lc ct li
Li th cnh tranh - An ton thc phm v thn thin vi mi trng l mt c tnh gip Momo ni bt gia th trng n sng a dng hin nay. - nh lng dinh dng chi tit cho tng sn phm gip ph huynh yn tm v cht lng.

Marketing Mix

Product & Price

STT 1 2 3 4 5 6 7 8 9 10 11 Sn phm Cun Sushi Trn mt tri (mn) Tri tim (mn) Ngi sao (b u phng) Vung nh (mn) Bm (mt cam) Tam gic (mn) Trn nh (b ng) Combo 1 Combo 2 Combo Family Hnh thc cun cp cp 3 cp cp cp cp cp 1 mn + 1 sa 1 ngt + 1 sa 1 mn + 1 ngt S lng 6 1 2 2 4 2 1 6 1 1 4 Gi thnh 11,000 11,000 11,000 10,000 11,000 10,000 11,000 10,000 16,000 15,000 21,000 Gi bn 16,000 16,000 16,000 14,000 16,000 14,000 16,000 14,000 23,000 22,000 30,000

Place

Vi i tng c th l tr em trong tui tiu hc (6 -10 tui), do Momo hng n nhng a im ngay trng hc hoc c tm nhn thun li t trng hc dnh cho ca hng.

Promotion - Chiu th
Pht sn phm dng th v thm d kin.
Qui cch: sn phm dng th l nhng ming
sandwich c ct nh gn, c nhiu mi v khc nhau. Thi gian : Trong tun l sp khai trng gian hng, s t chc 2 ngy pht sn phm dng th cho ph huynh ng ch con ti cng trng. Kt hp vi sampling, nhn vin s kho st thi ca khch hng v sn phm, cng nh pht t ri gii thiu v cht lng, an ton ca sn phm, thi gian bo qun, cng nh cc chng loi sandwich s bn, v thi gian khai trng.

Promotion - Chiu th
Chng trnh: n sng cng Momo!.
Thi gian : Bt u t tun l khai trng n ht thng th 2. i tng: Cc b thiu nhi. Ni dung: Khi mua cc sn phm Momo, khch hng s nhn ngay mt hnh dn Momo. Khi tch ly cc hnh dn MoMo, khch hng s nhn c mt phn qu tng ng: Vi 5 hnh dn, khch hng s c tng mt b hnh MoMo. Vi 10 hnh dn, khch hng s c quay s trng thng cc phn qu nh: YoYo MoMo, Qut MoMo, Cp MoMo.

Promotion - Chiu th
Chng trnh Khuyn mi: Gia nh MoMo
Thi gian p dng: Th 3, th 5 hng tun. i tng: Ph huynh. Ni Dung: Chng trnh s cung cp nhng gi sn phm ph hp cho ph huynh v b, khi mua nhng gi sn phm ny, khch hng s c tng km mt sa bp.

Promotion - Chiu th Chiu

Internet
Gii thiu hnh nh ca sn phm MoMo qua cc knh nh: Cc forum ni tp trung nhiu ph huynh nh: webtretho, giadinh.net Lp facebook, twitter MoMo nhm cp nht nhng thng tin, hnh nh v nhng chng trnh khuyn mi, sn phm mi, cng nh nhn cc n t hng online.

SWOT
S
Mu m bao b l mt ph hp vi tr em Tin li, nhanh gn cho tr v ph huynh C nhiu chng trnh khuyn mi hp dn thu ht tr Sn phm a dng. Gi bn sn phm hp l.

W
Vn t Ngun nhn lc v a im kinh doanh cha nhiu. Chi ph m mt ca hng cao

O
Nhu cu n sng hp v sinh v tin li cho tr cng c ch nhiu. Ph huynh ngy cng bn rn khng c nhiu thi gian chun b thc n sang cho tr. Mu bao b sn phm ca Momo u l nhng nguyn liu d ti ch, d phn hy

T
Cnh tranh trc tip vi cc a im bn n sng cho tr gn trng. Tr em l nhng i tng chng thch, chng chn.

Chi ph gi thnh sn phm

Chi ph: 16,000,000 VND Chi ph promotion: 48,500,000 VND Gi thnh sn phm: 11,000 21,000 VND Gi bn sn phm: 16,000 30,000 VND