5

th

G r o u p

MN HC - MARKETING TC NGHIP

Lp k hoch truyn thng cho STARBUCKS COFFEE

trong giai on u thm nhp th trng Vit Nam

1. 2. 3. 4. 5. 6.

NGUYN HONG LONG O PHNG NAM L HUYN ANH L TRNG T NGUYN TH THU HNG NGUYN TH THU HUYN

M C L C
I 1 1.1 1.2 2 2.1 2.2 2.3 2.4 II 1 2 3 4 4.1 4.2 4.3 5 III 1 2 3 PHN TCH, NGHIN CU TH TRNG Gii thiu Gii thiu tng quan v Starbucks CoffeeTM Gii thiu v thng hiu/sn phm Phn tch th trng Mi trng ngnh caf ti Vit Nam Th trng C ph Vit Nam Nghin cu hnh vi ngi tiu dng c ph Lp ma trn SWOT, phn tch im mnh, im yu LP K HOCH TRUYN THNG Xc nh mc tiu truyn thng Xc nh i tng truyn thng Thit k thng ip truyn thng La chn knh truyn thng Truyn thng ti im bn Truyn thng qua Internet, bo ch truyn hnh,bng bin ngoi tri Cc chng trnh PR cng ng Thi gian thc hin Ngn sch d kin NH GI HIU QU TRUYN THNG Xc nh mc tiu nh gi Thc hin nh gi nh gi tng phng tin truyn thng Page 01 01 01 02 05 05 05 07 07 Page 09 09 09 10 11 11 12 13 13 Page 18 18 19 21

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I. 1. 1.1.

PHN TCH, NGHIN CU TH TRNG Gii thiu Gii thiu tng quan v Starbucks CoffeeTM

Starbucks CoffeeTM l thng hiu c ph ni ting trn ton th gii, c tr s Seattle, Washington, Hoa K vi 17,800 qun 49 quc gia, bao gm 11,068 qun Hoa K, gn 1,000 Canada v hn 800 Nht Bn v cc nc Hng Kng, Trung Quc, Anh, Php Starbucks CoffeeTM c thnh lp ngi ch Pike Place Seattle, Washington vo ngy 30 thng 3 nm 1971 bi ba ngi: Gio vin ting Anh Jerry Baldwin, gio vin lch s Zev Siegl, v nh vn Gordon Bowker. C ba ly cm hng t ch doanh nghip - ng Alfred Peet bn ht c ph cht lng cao v cc loi thit b xay c ph. Sau khi ci tn Pequod b t chi bi mt trong nhng ngi ng sng lp, cng ty c t tn theo ngi bn i u tin. T nm 1971-1976, ca hng Starbucks CoffeeTM u tin c m ti 2000 i l Western; n sau c di di n 1912 Pike Place, v hot ng n ngy nay. Trong nm u tin hot ng, h mua ht c ph xanh t Peet, sau bt u mua trc tip t ngi trng. Doanh nhn Howard Schultz gia nhp cng ty nm 1982 l Gim c hot ng bn l v tip th, v sau mt chuyn i n Milan, , ng nh hng v a ra tng rng cng ty nn bn c ph v thc ung c ph cng nh cc loi u. Tuy gp nhiu kh khn v b phn i, tuy nhin lch s ca mt qun c ph nh ven sng Seattle thay i k t khi Schultz bt u chui Il Giornale bar c ph vo thng T nm 1986. Nm 1987, Vi s hu thun ca cc nh u t a phng Schultz mua Starbucks CoffeeTM Nm 1991, Bean Stock c gii thiu - mt s phi hp la chn ngun cung cp cho tt c nhng ngi lm i tc Nm 1998, Starbucks CoffeeTM thm nhp vo th trng Anh quc thng qua vic ginh c 60 ca hng t cng ty c ph Seattle. Nm 2000, hin nay Starbucks CoffeeTM Christmas Bookdrive hng nm c xut bn bi nh xut bn s tht quc gia. Nm 2003, The Starbucks CoffeeTM Master Programme c thnh lp. Nm 2004, The Coffeehouse Challenge vi the Royal Society of Arts c thnh lp. Mn hc - Marketing Tc Nghip 1|Page

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Nm 2005, Starbucks CoffeeTM quyn gp c 50,000 quyn sch thng qua Bookdrive Nm 2006, lin tip 2 nm Starbucks CoffeeTM c nhn gii thng Big Tick bi hip hi Business in the Community v s xut sc trong CSR Nm 2008, Starbucks CoffeeTM tuyn b phc v 87.000 thc ung trn cc loi. n nay, Starbucks CoffeeTM c v s nhng bc ngot ln v gt hi c cc thnh tu m tt c cc i th cnh tranh trong nn cng nghip thc n nhanh ca M u thm mun. Trong s gn 18.000 cc ca hng Starbucks CoffeeTM trn th gii, c 1/3 khng thuc M. Trc khi ngnh bt ng sn suy thoi, mi ngy Starbucks CoffeeTM m ca 6 chi nhnh, tuy nhin hin ti con s ch dng li 2 hoc 3 Chi nhnh. S nhn cng lm cho Starbucks CoffeeTM l trn 137.000 ngi. Starbucks CoffeeTM l thng hiu u tin t 10 triu ngi Like trn Facebook. Nm 2011, Starbucks CoffeeTM ln th 3 ci tin Logo ca hng, xa b ton b phn ch, tp trung vo biu tng M NHN NG. Cng trong nm ny, Starbucks CoffeeTM cho ra mt th trng M kch c ung ln nht ca hng. Starbucks CoffeeTM n lc tr thnh ci m Schultz gi l Ni chn th ba, c ngha l mt ni ngoi mi m v ch lm - ni chn gp g bn b hay c mt khong khng gian ring t cho chnh mnh. 1.2. Gii thiu v thng hiu / sn phm

Starbucks CoffeeTM ni khng vi nhng quyn thng hiu. Cc ca hng c ph Starbucks CoffeeTM thuc mt trong ba hnh thc kinh doanh: Th nht (a s), do Starbucks CoffeeTM thnh lp v qun l, th hai: Starbucks CoffeeTM lin doanh vi Cng ty ti a phng thnh lp v qun l, th ba (rt t) Starbucks CoffeeTM cp php hot ng v kim sot vi nhng iu kin ht sc ngt ngho c i km theo. Vi tuyn ngn Lng mn ha ht c ph, Lng mn ha khch hng, Starbucks CoffeeTM lm nn 1 iu khng tng - thay i c mt nn vn ha. C ph Starbucks CoffeeTM mt na l fastfood, mt na l thng thc. Trong v s cc yu t to nn s to sc bt trong sinh hot kinh t chnh l 4 yu t: Tnh qun chng, Tnh sng to c o, Nng lc qung co v tip th v Sc mnh t chc ni b. Theo cc nh gi th Mn hc - Marketing Tc Nghip 2|Page

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s thnh cng ca Starbucks CoffeeTM ch yu v t c tnh qun chng rt cao. CEO Howard Schultz co yt trc cng chng rng : Chng ti khng t th ca tng lp kinh doanh c ph m v pha khch hng ung c ph. Thng qua mng li truyn thng i chng v thng tin in t, mi ngi c th d dng nhn ra 3 c tnh ni bt ca Starbucks CoffeeTM nh sau: a. V hnh thc Hu ht cc qun Starbucks CoffeeTM u xut hin mt cch khim tn v bnh dn, t mu sc, thit k, ni tht, ngoi tht u c nt c o, n gin, khng qu cu k, to bu khng kh m cng, thn hu, khng phn bit mi tng lp, giai cp x hi khi bc vo bt c mt qun c ph Starbucks CoffeeTM no. b. V tr Ngay c ta lc ti mt trung tm thng mi s nht, hin i nht ti mt Thnh ph no th Starbucks CoffeeTM cng ch nm mt v tr rt khim tn trong ton khu thng mi, hu nh l nm mt gc no . Vi din tch kh khim tn, khng trang tr mu m nhng Starbucks CoffeeTM lun khng nh c sc ht ca mnh v lun chng t bn lnh cao ca Tp on Starbucks CoffeeTM v mt tm l hc, k thut, m thut v vn ha. c. Tnh qun chng Starbucks CoffeeTM lun hng n tnh qun chng, c th nh cho sn phm c ph dnh cho Ph n v tr em khng bao gi ung cafe. Bi th, t dn ghin c ph nh ni n cc tay ung c ph t l m u kim c mt ly c ph hp vi trnh v khu v thng thc ca mnh. d. Tnh nhn bn Hn mt na trong tng s 125 nghn nhn vin ca Starbucks CoffeeTM lm vic bn thi gian. Nhng ch cn lm vic 20 gi mi tun tr ln th ngi lm cho Starbucks CoffeeTM hng c bo him sc khe v quy ch an sinh, phc li x hi cn bn. Ngoi ra, Starbucks CoffeeTM lm nn thnh cng nh c c rt nhiu im khc bit sau: Ch vi 2 l tn v 1 i ng nhn vin hon chnh, Starbucks CoffeeTM c th phc v 220 khch hng/gi. Mi nhn vin u bit s khc bit gia cappuccino v latte 3|Page

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Starbucks CoffeeTM khng bao gi phc v c ph qu 30 pht Ca hng tuyn b phc v 87.000 ung kt hp khc nhau, v cc nhn vin pha ch no cng c th lm bt c mt loi no trong s m khng h nao nng. Pha ch vin ca Starbucks CoffeeTM phi tri qua 30 gi o to v tt c mi th t k thut pha Frappuccino n ngun gc ca ht c ph. Hu ht cc ca hng c nng cp my pha c ph Mastrena ca Thy S, vn c thit k to ra espresso ng nht, cht lng cao nht c mt khng hai Mt s ca hng chn lc c my pha c ph n Clover cht lng hng u, my ny c th pha ch nhng cc c ph ngon nht m bn tng thng thc Pha ch vin lm vic ti thiu 20h/tun u c cp bo him sc khe. Khch hng c th tr tin qua in thoi iPhone hay Blackberry ca h

Starbucks CoffeeTM - s dng m nhc khuych trng thng hiu. Cho n gi vn cha c cng ty no tn dng m nhc thnh cng nh Starbucks CoffeeTM. Trn ng tr thnh nh bn l c ph c bit ng u th gii vi hn 7,500 ca tim khp ni, cc nh qun l Starbucks CoffeeTM nhn thy cc khch hng quen thng a thch nhng bi ht quen thuc m ca hng thng chn. Khng lu sau Starbucks CoffeeTM cho ra i nhng CD c nhng bi ht do chnh h tp hp li. Nm 1999, Starbucks CoffeeTM mua mt cng ty chuyn v chn v phi m, v giao cho h nhim v xy dng s hin din ca nhn hiu Starbucks CoffeeTM qua nhng bi ht. Kt qua l s ra i ca Hear Music c cng ty t mnh danh l the Voice of Music at Starbucks CoffeeTM.

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I. 2. 2.1. 2.1.1.

PHN TCH, NGHIN CU TH TRNG Phn tch th trng Mi trng ngnh cafe ti Vit Nam Vn ha c ph Vit Nam

Cy c ph u tin c a vo Vit nam t nm 1870, mi n u th k 20 mi c pht trin trng mt s n in ca ngi Php. Song ngnh c ph nc ta c bc pht trin vt bc. C ph ti Vit Nam c pht trin mnh nht Ty Nguyn, chim phn ln l c ph Robusta. Chnh v th c ph dn tr nn gn gi quen thuc vi ngi dn Vit Nam. Khi lm vic, khi gp g, bn chuyn cng i tc hay tr chuyn vi bn b, ngi thn hay khi gii tr, ngi Vit Nam u c th nhm nhp tch c ph. Ngi Vit c phong cch thng thc cafe rt ring, h khng coi cafe l thc ung nhanh, c tc dng chng bun ng nh ngi M m thng thc cafe nh mt th vn ha: nhm nhi v suy tng. Ngi min Nam thng bc cafe trong tm vi v nu trong ni, h thch ung cafe hn l ung nng. Cn ngi min Bc, ch yu ung cafe pha phin, en hoc nu nhng u rt m c. Ngi bn tch cafe, va nhp tng ngm nh va c bo, nghe nhc, tr chuyn cng bn b, cng i tc lm n, hay ngi lm vic, v cn suy ngm v cuc sng, v con ngi Gu thng thc ca ngi Vit l: m, ng, thm mi hnh nhn, mi t. Ty mi mt loi c ph m mang li cho ngi thng thc ci cm nhn v v chua, du, v mi hng ca cc loi hoa tri khc nhau. Mt ly c ph ngon l ly c ph m hng v t nhin, c chua thanh, ti, sch li; c du m v c bit hn l ta ra mi hnh nhn, hoa tri, b du v mi t. 2.2. 2.2.1. Th trng c ph Vit Nam Th trng c ph ung lin

Th trng gn nh b bo ha v chim gi bi rt nhiu ng ln nh Nesc ph (Nestl) (32%), G7 (Trung Nguyn) (23%), Vinacafe (Vinacafe Bin Ha) (38%), Moment (Vinamilk) v mt s cc nhn hiu khc. y l th trng c mc cnh tranh cao, cn u t ln, t kh nng to nn s khc bit sn phm.

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2.2.2. -

Th trng c ph rang xay C ph rang xay ung ti nh c ng gi v by bn ti cc ch, siu th vi nhiu nhn hiu. Cc sn phm u tp trung vo mt s loi c ph chnh ti th trng Vit Nam nh Arabica, Robusta, Cherry, C ph chn cng vi mt s hng liu nh b, mui, vanilla, ca cao, ... t phi trn ra cc loi c ph c gi tn l Moka, Hng chn, Sng to, Legendee, Vanilla, Hazelnut... C ph rang xay ung ti qun Qun c ph xut hin ti mi ni, t bnh dn n cao cp, c th chia thnh 4 loi sau o Qun c ph theo h thng: Qun c ph c thng hiu, xy dng mt lot cc qun c cch trang tr v hnh thc ging nhau. Thc ung ch yu l c ph v phc v nhng loi thc ung khc, thm ch l c thc n. V d in hnh ca hnh thc ny l Highland Coffee, h thng cc qun nhng quyn ca Trung Nguyn, Glorila Coffee Bean o Qun c ph trang tr theo phong cch: y l hnh thc rt ph bin ti cc thnh ph ln ca Vit Nam. Cc qun c trang tr p theo phong cch ring ca tng qun, tng ngi ch, tng a bn, tng v tr ca qun. Cc qun ny thng phc v km rt nhiu mn bn cnh c ph. o Qun c ph nh: Qun c m bng cch tn dng mt bng nh mt tin trn cc con ng. y l loi hnh qun c ph ph bin nht Vit Nam. Cch trang tr ca qun kh n gin ch bao gm bn gh, vi chu cy king, tivi xem phim hoc bng, dn nhc. o Qun c ph cc: Qun c ph khng tn tui c mt khp cc hang cng ng hm, ch gm mt ci t bng inox cho n mt ci thng xp vi vi chai c ph pha sn cng thm mt t .

C ph mang v (coffee to go) Ngi Vit cha c thi quen va i ng va ung c ph m thng l mua mt ly c ph ri mang v vn phng hoc ngi ti mt ni no ung. Do vy, loi hnh c ph ny cn mi m, c tim nng pht trin d cha thc s r nt (do thi quen c ph ca ngi Vit). Ni chung, th trng c ph rang xay rt ln v ang pht trin vi tc cao. Ti Vit Nam, tuy c nhiu thng hiu c ph rang xay nhng cha nhiu sn phm thc s t ph, thc s to khc bit mt cch

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r nt so vi cc sn phm ca hng khc. Ngoi ra c th c mt vi thng hiu c sn phm tt vi bao b p (Illy, Gloria Jean Coffee) tuy nhin cng vn ch l c ph. 2.3. Nghin cu hnh vi ngi tiu dng caf

Vit Nam l nc c nn vn ha c ph ( Vit Nam, cu "i ung c ph" tr thnh mt thi quen khi mun r bn b i ra qun ngi ni chuyn hoc t tp, tuy nhin khi vo qun khng nht thit l ung cafe m c th ung cc loi thc ung khc). Tuy nhin lng c ph s dng u ngi ch vo khong 0.7kg/ngi /nm. Theo nghin cu ca IAM v thi quen s dng c ph, 65% ngi tiu dng c s dng c ph Vit Nam ung c ph by ln trong tun, nghing v nam gii (59%). Ring v c ph ha tan c 21% ngi tiu dng s dng c ph ha tan t 3 n 4 ln trong tun v hi nghing v nhm ngi tiu dng l n(52%). T l s dng c ph ti nh (in home) v bn ngoi (Out of home) l ngang nhau 49%/50%. Thi gian ung c ph ph bin nht l t 7-8 gi sng. Qun c ph ti Vit Nam c th tm thy ti mi ngc ngch, ph bin a dng, a kiu to s thun tin nht cho ngi ung c ph. 2.4. Lp ma trn SWOT, phn tch im mnh im yu

Starbucks CoffeeTM khi thm nhp vo th trng Vit Nam s i mt vi cc i th chnh l chui ca hng caf thng hiu ni ting nh Trung Nguyn, Highlands v Gloria jeans. Nhn khi qut t ba thng hiu ny ti Vit Nam, c th thy nh sau: i tng khch hng: Highlands ang phc v l nhm ngi tiu dng trung lu, gii vn phng, gii tr; i tng khch hng ca Gloria Jeans l gii tr khong di 35 tui, lp trung lu, gii vn phng; i tng khch hng ca Trung Nguyn kh phong ph vi cc i tng, t gii tr, ngi bun bn, ngi lm ngh t do, khng vic lm n gii vn phng, ngi c thu nhp cao, gii ng tui.

Thi quen ung caf: Ba yu t chnh nh hng n quyt nh ung c ph qun l khu v, phong cch qun v nhn hiu c ph s dng th 44,7% s ngi ung c ph qun khng nh l khu v (c th a phn ngi tiu dng a thch c ph c v ng v mi thm), 39.9% tr li cho phong cch qun (nhng qun yn tnh, sang trng, c phong cch, d t tp bn b l nhng c im thu ht ngi ung), v ch c 15,4% la chn nhn hiu. V phong cch, Highlands hc tp cch tip cn th trng ca Starbucks CoffeeTM, cung cp c ph ngon c bit v mi trng thng thc caf bng cch kt hp gia c in v hin i, phng ng v phng

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Ty, mang n cho khch hng cm nhn cuc sng hin i song hnh vi truyn thng vn ha lu i ca Vit Nam. Trit l C ph ca Trung Nguyn vi thng ip bao trm: C ph pht trin s sng to v tri thc. Tuy nhin, cch th hin phong cch ny qua cung cch phc v, pht trin sn phm, thit k qun ca Trung Nguyn ang ui dn trong khi nhng vic ny ti Highlands v Gloria Jeans c thc hin tt. V khu v, Highlands chn cch dung ha hng v v phong cch trong nc v nc ngoi, Gloria Jeans l mt phong cch v hng v nc ngoi, Trung Nguyn t mc tiu xc nh khu v ca c ph ca mnh l bn sc c ph Vit. T nhng nhn nh trn, c th a ra phn tch SWOT cho Starbucks CoffeeTM nh sau:

im mnh

im yu

Thng hiu caf ni ting, phong cch caf c khng nh, vi s hin din ti 55 quc gia. Khu v caf phong ph. Phng thc kinh doanh hng ti con ngi v mi trng. C Hi

Gii hn hnh thc kinh doanh (Starbucks CoffeeTM khng chp nhn nhng quyn thng mi, ch chp nhn hnh thc lin doanh, t kinh doanh hoc cp php hot ng v kim sot) Gi c cha thc s u i Thch Thc

B phn gii tr ng o sn sng tip thu xu hng tiu dng mi, hin i. Phn khc to go coffee (vn l li th ca Starbucks CoffeeTM) cn b trng

Cnh tranh vi mt s thng hiu caf ni ting c mt ti Vit Nam Thi quen ung caf vi gu m, ng ca ngi Vit khng d thay i

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II. 1.

LP K HOCH TRUYN THNG Xc nh mc tiu truyn thng

a thng hiu Starbucks CoffeeTM thm nhp th trng Vit Nam, ginh phn on th trng v c c li nhun. Mc tiu thm vo mt phong cch mi i vi vn ha ung c ph ca ngi Vit, ngy nay trong cuc sng bn rn, khi khng c thi gian thng thc nhng cc c ph phin truyn thng, c th thng thc nhng cc c ph pha trong cc giy mt cch nhanh chng tin li vi cc la chn hng v phong ph.Hn na, Starbucks CoffeeTM khng n thun l c ph n lin, m trong tng cc c ph Starbucks cha ng tnh cm ca nhng ngi lm nn thng hiu. Vi phng chm hot ng nh vy, c ph Starbucks CoffeeTM hon ton c th ginh c cho mnh mt ch ng trong th trng Vit Nam. 2. Xc nh i tng truyn thng Phn on th trng theo v tr a l Ngi dn sinh sng trong nhng thnh ph ln c mt dn c ng, nhp sng nhanh, bn rn.u tin l thnh ph H Ch Minh, H Niri n cc thnh ph ln khc. (Starbucks CoffeeTM s xy dng h thng nh hng trn nhng tuyn ng trung tm c nhiu mt tin, gn nhng ta nh vn phng v trong nhng khu trung tm thng mi, siu th, khng m rng h thng nh hng mt cch t m chm ri, i tng bc vng chc vi mc ch pht trin lu di ti th trng Vit Nam (ging nh KFC tng thc hin v thnh cng i vi h thng ca hng ca mnh). Phn on th trng theo nhn khu hc Xc nh i tng khch hng mc tiu m Starbucks CoffeeTM cn hng ti l nhng ngi: o C mc thu nhp kh tr ln (Do mc gi c ph Starbucks CoffeeTM (Trung bnh khong 100k/1 cc) cao hn nhiu so vi nhng qun c ph truyn thng ca Vit Nam nh c ph va h (mc gi ch tm 20k-30k/cc) m tr thnh mt nt rt c trng trong vn ha c ph ca ngi Vit Nam) 9|Page

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Tr tui ( tui t 16 n 35) -> Do vi nhng ngi tr tui s d thch nghi vi nhng xu hng mi hn nhng ngi tui trung nin hay ngi gi qu quen thuc vi cch ung c ph truyn thng: c ph phi m c, pha trong phin, ch tng git..trong lc ch i h s tn gu vi bn b v th h thng phi r 2,3 ngi bn i ung c phi vi h ung c ph l tn hng cuc sng, v h s dng nhiu thi gian cho vic thng thc c ph: ch i c ph chy xong, nhm nhi tn gu vi bn b. Ngh nghip: L ngi bn rn -> thng l dn cng s. (khch hng ch mt t 3 n 5 pht c phc v 1 cc c ph tnh t khi bc vo cho n khi ra khi mt ca hng Starbucks CoffeeTM). Ngoi ra: + Thch hp vi n gii hn nam gii do ph n thng khng quen ung c ph m c hn so vi nam gii. Nh vy, c ph Starbucks CoffeeTM c bit thch hp vi i tng khch hng l ngi tr tui, c mc thu nhp kh, bn rn (thng l dn cng s), v c bit (nhng khng bt buc) nn ch trng phn on khch hng l n gii. Ngoi ra i tng mc tiu 2 l gii tr tui teen v thanh nin (la tui tr rt d hi nhp vi xu hng mi v yu thch cuc sng nng ng, thi trang).

3.

Thit k thong ip truyn thng T i tng khch hng mc tiu ni trn, ni dung thng ip truyn thng cn ch trng n nhng yu t khc bit lm nn li th ca Starbucks CoffeeTM so vi cc thng hiu c ph khc nh Trung Nguyn, Tinh t, Cappuccino,cng nh cc qun c ph va h truyn thng ca ngi Vit Nam, trong : Nhn mnh Phong cch Starbucks CoffeeTM

Qun Starbucks CoffeeTM c thit k ng b (quy bar, ni tht), ngoi ra c nhng c im v thit k thch hp vi vn ha Vit nh cch trang tr (c th s dng tham kho t nhng qun c ph Vit: khng cn qu rng hay sang trng, ch cn c phong cch (th hin nhng bc tranh, cch by tr khng gian mang phong cch Vit).

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To khng gian thng thc c ph thch hp vi ngi Vit Nam. Theo ng phng chm ca Starbucks CoffeeTM: khin ni y tr thnh mt ngi nh th hai ca bn. Ung c ph trong cc giy, tin li, bn c th em c ph n mi ni nh vn phng, cng vin,..thm ch cm cc Starbucks CoffeeTM i trn ng cng l mt phong cch rt thi trang (thng thy hnh nh ny xut hin trn cc b phim -> c th a ra hnh nh cc ngi sao qung co). Thng ip : Drink Starbucks CoffeeTM STYLE YOUR LIFE Lm ni bt v tnh tit kim thi gian: bn c th va thng thc hng v c ph tuyt ho, m vn tit kim thi gian qu bu trong cuc sng bn rn ca mnh. Lm ni bt v cng ngh hin i, v sinh an ton thc phm (Qua cc bi PR, qung co). y cng l mt u th v tnh hnh an ton v sinh thc phm vn tr thnh mt mi lo ngi i vi ngi Vit Nam, c khng t bi bo vit v s khng an ton v sinh thc phm Vit Nam nh: c ph pha mu, sn xut c ph vi cc thit b khng hp v sinh.v.v Lm ni bt v tnh cm ca Starbucks CoffeeTM trong tng cc c ph =>gi thng ip qua cc bi PR,c bit ch trng qung co trc tip qua i ng nhn vin c hiu bit su v c ph, nhit tnh, khng ch l bn c ph m l bn tnh cm qua tng cc c ph Starbucks CoffeeTM. La chn knh truyn thng K hoch thc hin truyn thng Bao gm truyn thng ti im bn; truyn thng qung co qua internet, bo ch truyn hnh,bng bin ngoi tri v cc chng trnh PR cng ng. 4.1. Truyn thng ti im bn a. Cc chng trnh khuyn mi tng qu ti im bn hng c th l: Mn hc - Marketing Tc Nghip 11 | P a g e

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Cc chng trnh khuyn mi tng qu nhn cc dp l tt ca Vit Nam/ Ging sinh. Cc chng trnh khuyn mi vo cc ngy c nh trong tun/thm ch c th t ra khung gi vng. C th in phn thng bt ng di y mi ly c ph, nu khng trng phn thng c th thay bng nhng thng ip c ngha trong cuc sng. Pht phiu u i gim gi cho ln mua sau khi s dng sn phm vo khong thi gian c t ra. Lin kt vi cc nhn hiu khc. VD: Gim gi dng c ph Starbucks CoffeeTM khi xem phim ti Megastar; hay gim gi khi mua bnh ngt Nguyn Sn (loi bnh ny rt ph hp khi ung cng vi c ph), hay mua sn phm thi trang cng s NEM c tng phiu gim gi c ph Starbucks CoffeeTM => la chn nhng nhn hiu sn phm b sung cho nhau lin kt.

b. Truyn thng trc tip qua i ng nhn vin Hun luyn i ng nhn vin c trnh am hiu v c ph, nhit tnh thn thin vi khch hngh s l nhng nh ngoi giao cho Starbucks CoffeeTM =>ginh c s hi lng ca khch hng, t tm c nhng khch hng trung thnh cho thng hiu ca mnh.

4.2.

Truyn thng qua Internet, bo ch truyn hnh,bng bin ngoi tri (Qung co) ng cc bi PR ln Internet (Trin khai t trc khi sn phm thm nhp th trng khong t 3 n 6 thng). Qung co trn cc tp ch (Chn cc tp ch ginh cho gii tr v thi trang. VD: Bo 2!, thi trang tr, Th gii ph n,.v.v) Qung co trn truyn hnh (Chn khung gi ph hp vi dn cng s v d nh khung gi phim truyn bui ti.), c th a qung co vo cc chng trnh lin quan n phong cch sng, Thi trang,v.v Qung co ngoi tri nh : pano, p phch, bng hiu (c bit ch trng v tr t qung co gn cc trung tm thng mi ln, cc ta nh vn phng, siu th,v.v)

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4.3.

Cc chng trnh PR cng ng Tch cc tham gia vo cc s kin cng ng nh cc chng trnh t thin, ti tr cc chng trnh lin quan n thi trang (VD: VN next top model,), tham gia cc hi ch trin lm..v.v T chc cc cuc thi ku gi mi ngi tham gia qung b cho phong cch ca thng hiu Starbucks CoffeeTM. Tham gia cc mng x hi ph bin m ngi Vit s dng (VD: Facebook) Khin Starbucks CoffeeTM tr nn thn thuc vi cng ng ngi Vit.

5.

Thi gian thc hin Ngn sch d kin

(Timeline thc hin tt c cc cng c truyn thng la chn trn) K hoch truyn thng trong 1 nm u thm nhp th trng (T thng 11/2012 n thng 10/2013) Truyn thng qua Internet, bo ch truyn hnh, bng bin ngoi tri S dng cc knh truyn thng trn a n khch hng thng tin khai trng ca h thng Starbucks CoffeeTM Ngn sch : 70 triu ng

Thng

Truyn thng ti im bn

Cc chng trnh PR cng ng

11

To s t m cho khch bng cc bin bo Starbucks CoffeeTM Coming soon ti h thng cc ca hng Starbucks CoffeeTM (t 4 nh hng TP. HCM (2 TTTM, 2 ni c v tr p trung tm thnh ph, nhiu mt tin), 2 nh hng H Ni (1 TTTM Vincom, 1 v tr p trung tm thnh ph, nhiu mt tin). Sau khi n nh s dn xy dng thm). Ngn sch : 400 triu ng

S dng cc mng x hi loan tin v ngy Starbucks CoffeeTM chnh thc ra mt. Ngn sch : 45 triu ng

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Thng

Truyn thng ti im bn

Truyn thng qua Internet, bo ch truyn hnh, bng bin ngoi tri - T 01/12 n trc 24/12, ng qung co v khuyn mi trong ngy khai trng. - Chnh thc khai trng vo ngy 24/12 Ngn sch : 70 triu ng

Cc chng trnh PR cng ng

12

- Thng bo ngy khai trng chnh thc 24/12 ti cc h thng ca hng - Gi qu tng nhn dp Ging Sinh: khi mua 1 combo ung bt k s c tng 1 phiu bc thm trng thng nhn qu tng -> phiu no cng trng, phn thng thp nht l 1 ly coffee mini/1 trang tr ging sinh c in logo ca Starbucks CoffeeTM ) Ngn sch : 220 triu ng

- T 01/12 n trc 24/12, ng qung co v khuyn mi trong ngy khai trng trn cc mng x hi. Ngn sch : 50 triu ng

Trang tr h thng ca hng theo - ng cc tin bi sau s kin - a cc tin bi, nh v s kin ch cho nm mi khai trng. khai trng ln mng x hi. Trang tr h thng ca hng theo ch Tt Nguyn n. - Chng trnh tng phong bao l x (mu ring c in thng hiu Starbucks CoffeeTM) khi mua sn phm no ca Starbucks CoffeeTM Ngn sch : 600 triu ng - Qung co v cc chng - a cc tin bi, nh v cc trnh khuyn mi, qu tng cho chng trnh khuyn mi, qu dp Tt Nguyn n. tng cho dp Tt Nguyn n ln mng x hi. Ngn sch : 70 triu ng Ngn sch : 50 triu ng

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Thng

Truyn thng ti im bn

Truyn thng qua Internet, bo ch truyn hnh, bng bin ngoi tri

Cc chng trnh PR cng ng

Trang tr h thng ca hng theo T chc cuc thi nh nhng ch 8/3. khonh khc p ca cc bn gi vi ch : p vi Ngn sch : 200 triu ng Starbucks CoffeeTM (Nhn ngy 8/3) (c th hn v ni dung v cch thc thc hin nh: Cuc thi chn i s thng hiu cho Starbucks CoffeeTM -> T chc cuc thi p vi Starbucks CoffeeTM / Starbucks CoffeeTM IDOL v.v -> cc bn gi chp nh bn chic cc Starbucks CoffeeTM ->y l c hi th hin phong cch thi trang ca ngi dng sn phm l n -> t chc bu chn trn website trong vng 1 thng (T ngy 15/2 n ngy 15/3)->ngi thng cuc c chp hnh qung co/quay qung co Starbucks CoffeeTM , tham gia cc s kin cng ng cng Starbucks CoffeeTM trong vng 1 nm. Ngn sch : 500 triu ng

a tin bi, nh v loan tin v cuc thi p vi Starbucks TM Coffee -Sau khi chn c i s thng hiu -> a i s thng hiu tham gia cc chng trnh t thin cho tr m ci.v.v -Tham ra cc hi ch trin lm > i s thng hiu chp nh cng khch hng trong gian hng Starbucks CoffeeTM c thit k phong cch nh mt ca hng thc. Ngn sch : 50 triu ng

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Thng

Truyn thng ti im bn

Truyn thng qua Internet, bo ch truyn hnh, bng bin ngoi tri Qung b cho chng trnh Starbucks CoffeeTM thn thin vi mi trng -ng thi a ra cc bi PR v cng ngh hin i, v sinh an ton thc phm. Ngn sch : 40 triu ng

Cc chng trnh PR cng ng

4 5

Thc hin chng trnh Starbucks CoffeeTM thn thin vi mi trng Khch hng mang cc ng c ph dng nhiu ln ca Starbucks CoffeeTM n s c gim gi (t 5-10%) Ngn sch : 90 150 triu ng

6 7 8

Bt u qung co cho chin dch bn hng ma h. Vi cch trang tr v y mnh cc sn phm ph hp cho ma h ( VD: Ice mocha, ) -Trong ma h tp trung vo lng khch hng thanh thiu nin v tui teen -> gim gi 10 % khi c th hc sinh/sinh vin i vi nhng sn phm ph hp cho ma h.) Khch hng bt k khi mua combo sn phm mi -> nhn phiu gim gi cho ln mua sau) (T ngy 1/6 n ngy 1/7) Ngn sch : 1 t 500 triu ng

S dng cc mng x hi, m cc topic v chng trnh Starbucks CoffeeTM thn thin vi mi trng. Mc tiu a n tr thnh 1 phong cch trong gii tr. -T chc event v thn thin vi mi trng , c s tham gia ca i s thng hiu. Ngn sch : 200 triu ng Qung b cho chin dch bn Qung co cho chin dch bn hng v sn phm c bit cho hng v sn phm c bit cho ma H. ma H trn mng x hi. To Ngn sch : 200 triu ng cc Topic hot trn cc din n. -T chc ung th sn phm mi ti mt s trng i hc. (a i s thng hiu tham gia vo cc chng trnh ny). Ngn sch : 500 triu ng

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Thng

Truyn thng ti im bn

Truyn thng qua Internet, bo ch truyn hnh, bng bin ngoi tri

Cc chng trnh PR cng ng

Chy chng trnh khuyn mi -Qung b chng trnh khuyn -Qung b chng trnh khuyn cho 2/9 (mua 3 tng 1) mi cho 2/9 mi cho 2/9 trn mng x hi. Ngn sch : 400 triu Ngn sch : 50 triu ng -T chc cuc thi vit thng ip ngha cho cuc sng trn mng x hi -> Thng ip gii nht nhn c phn thng l 1 b ba snh iu bao gm: 1xe Piaggio Vespa LX + 1 Ipad + 1Iphone. Cc thng ip cn li c chn v s dng in trn y cc giy trong chng trnh Dc ht tri tim c t chc vo thng 10. Ngn sch : 300 triu ng Mng ngy ph n Vit Nam 20/10 -Chng trnh Dc ht tri tim in qu tng di y cc, nu ko trng thng khch hng cng nhn c qu tng l nhng thng ip ngha trong cuc sng. Ngn sch : 300 triu ng -Qung b cho chng trnh Dc ht tri tim trn cc mng truyn thng. Ngn sch : 50 triu ng M cc Topic trn din n, mng x hi -> nu bt ngha ca vic a thng ip di y cc, nhn mnh tnh nhn vn ca thng hiu. (PR chm) Ngn sch : 40 triu ng

10

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III.

NH GI HIU QU TRUYN THNG

1. Xc nh mc tiu nh gi Qu trnh nh gi hiu qu k hoch truyn thng l vic so snh, thng k kim tra gia mc tiu truyn thng t ra trc khi thc hin vic truyn thng v giai on sau (trong khi thc hin v sau khi thc hin) Vic nh gi trong khi thc hin truyn thng l c s iu chnh, phn b ngn sch ph hp tc thi Vic nh gi sau khi thc hin truyn thng l c s tng kt, rt kinh nghim, kim nghim li hon chnh cht lng ca cc phng tin truyn thng ng thi c cch thc tin hnh, truyn ti thng ip chnh xc hn. Ngoi ra cn nh gi cc cng ty dch v truyn thng m cng ty thu (nu c). Trong giai on thm nhp th trng, Starbucks CoffeeTM xc nh mc tiu ca k hoch truyn thng nh sau: a thng hiu Starbucks CoffeeTM thm nhp th trng Vit Nam, ginh phn on th trng v c c li nhun. (c th l xc nh th phn tm tr m Starbucks CoffeeTM chim gi c trn i tng khch hng mc tiu; so snh s bin i ca li nhun cng nh chi ph trong qu trnh thc hin k hoch truyn thng cng nh khi kt thc chng trnh) Mc tiu thm vo mt phong cch mi i vi vn ha ung c ph ca ngi Vit, ngy nay trong cuc sng bn rn, khi khng c thi gian thng thc nhng cc c ph phin truyn thng, c th thng thc nhng cc c ph pha trong cc giy mt cch nhanh chng tin li vi cc la chn hng v phong ph. Hn na, c ph Starbucks CoffeeTM khng n thun l c ph n lin, m trong tng cc c ph Starbucks CoffeeTM cha ng tnh cm ca nhng ngi lm nn thng hiu. Vi phng chm hot ng nh vy, c ph Starbucks CoffeeTM hon ton c th ginh c cho mnh mt ch ng trong th trng Vit Nam. (lng ha vic nh gi bng cc thu thp v phn ng ca khch hng (s nhn bit/ hiu v sn phm/ lng tin i vi sn phm/ quyt nh mua sn phm)

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IV.

NH GI HIU QU TRUYN THNG

2. Thc hin nh gi Sau khi xc nh c mc tiu nh gi, khi bc vo thc hin nh gi chi tit, cc bc cn lm s bao gm: Xy dng nhm thu thp d liu, thng nht cch thc tin hnh, cc cng c phn tch, k hoch thc hin T chc tin hnh thu thp d liu (thng tin trong t chc nh thng k v li nhun, doanh thu, chi ph chung, chi ph dnh cho cc phng tin truyn thng khc nhau, / v thng tin ngoi t chc : cc nh gi v sn phm/ chng trnh truyn thng ca cc phng tin truyn thng i chng, thu thp d liu s cp t khch hng lin quan n chng trnh truyn thng, phn ng i th cnh tranh) Sp xp, khp ni, iu chnh d liu ph hp S dng cc cng c thng k, phn tch nh gi mt cch c th tng tiu ch nu trong mc tiu nh gi Kim chng kt qu phn tch vi thc t xc minh kt qu nh gi Cc tiu ch nh gi v cng thc p dng Trong cc bc nu mc 2, ng ch l phi xc nh cc tiu ch c s dng trong nh gi hiu qu truyn thng t va bit c thng tin g cn thu thp, v thng tin s nh gi c hiu qu truyn thng nh th no. Sau y l 1 s tiu ch nh gi c nhm s dng i vi vic nh gi k hoch truyn thng trong giai on thm nhp th trng: a. Chi ph tnh trn 1000 contacts (CPM) CPM = (COA * 1000) / NOC Cost per M (1000) / Cost Of Ad / Number of contacts

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Hiu qu ca cng c : So snh chi ph ca tng phng tin qung co qua phn b ngn sch cho mi phng tin truyn thng cho ph hp; so snh chi ph cho truyn thng so vi s bin i doanh s, li nhun, t gn lin vi ngn sch dnh cho truyn thng trong li nhun, doanh s; Tng gim s lng cng chng mc tiu hng n (c th tp trung hn hoc phn tn , m rng s lng cng chng ln, ty theo chi ph dnh cho s lng cng chung ) C th p dng cng thc ny thc hin nh gi c trong qu trnh ang v thc hin chng trnh truyn thng c s iu chnh kp thi. b. T l nh qung co trn 1 phng tin MR = 1 (1 beta)^n V mc tiu trong truyn thng giai on thm nhp th trng, do vic nh gi xc nh trn tiu ch ny l rt quan trng. Hiu qu ca phng php ny : nh gi c tng i hiu qu phng tin truyn thng tt hay ko tt xt trn tr nh ca cng chng mc tiu. Ngoi ra khi c c kt qu, ta s bit c i vi mi khu vc khc nhau, c th c s p dng cc phng tin truyn thng ph hp vi khu vc khi kt hp vi thng k trn khu vc a l. Hay kt hp vi phng php trn cn i ngn sch. Vic nh gi hiu qu ch yu da trn mc tiu nh gi ra ban u. Do vi mi qu trnh thc hin k hoch truyn thng, chng ta s p dng cc phng php cng nh thu thp thng tin ph hp c s ng bin kp thi.

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V.

NH GI HIU QU TRUYN THNG

3. nh gi tng phng tin truyn thng 3.1. Truyn thng ti im bn Cc chng trnh khuyn mi tng qu nhn cc dp l tt ca Vit Nam/ Ging sinh. (so snh chi ph, s lng, loi qu tng vi cc ch s nh doanh thu, li nhun c th la chn ph hp cch thc thc hin vic khuyn mi cho hiu qu hn) Cc chng trnh khuyn mi vo cc ngy c nh trong tun/thm ch c th t ra khung gi vng. (so snh doanh thu, li nhun cc khung gi vng vi khung gi bnh thng, c thay i ra sao? S lng khch hng n lc gii vng v bnh thng khc nhau ntn?) C th in phn thng bt ng di y mi ly c ph, nu khng trng phn thng c th thay bng nhng thng ip c ngha trong cuc sng. (tng t nh gi nh phn th nht) Pht phiu u i gim gi cho ln mua sau khi s dng sn phm vo khong thi gian c t ra. (theo di vic u i, s lng s dng ln tip sau l bao nhiu, doanh thu t c cao hn bnh thng khi khng p dng khng?) Lin kt vi cc nhn hiu khc. VD: Gim gi dng c ph Starbucks CoffeeTM khi xem phim ti Megastar; hay gim gi khi mua bnh ngt Nguyn Sn (loi bnh ny rt ph hp khi ung cng vi c ph), hay mua sn phm thi trang cng s NEM c tng phiu gim gi c ph Starbucks CoffeeTM => la chn nhng nhn hiu sn phm b sung cho nhau lin kt. (nh gi cc i tc khi thc hin chng trnh ny, i bn c li ra sao, doanh thu tng gim nh th no, s lng ngi s dng chng trnh tng gim ra sao, chi ph phn chia vi i tc nh th no, ngn sch c cho php ko?)

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Truyn thng trc tip qua i ng nhn vin Hun luyn i ng nhn vin c trnh am hiu v c ph, nhit tnh thn thin vi khch hngh s l nhng nh ngoi giao cho Starbucks CoffeeTM => ginh c s hi lng ca khch hng, t tm c nhng khch hng trung thnh cho thng hiu ca mnh. (ci ny khng phi nh gi, tuy nhin c th c b tr ngn sch thng hay u i cho nhn vin thc hin) 3.2. Truyn thng qua Internet, bo ch truyn hnh, bng bin ngoi tri (Qung co) ng cc bi PR ln Internet (Trin khai t trc khi sn phm thm nhp th trng khong t 3 n 6 thng). (thu thp phn hi ca khch hng, phng tin truyn thng, kim sot thng tin khi chng trnh c thc hin) Qung co trn cc tp ch (Chn cc tp ch ginh cho gii tr v thi trang. VD: Bo 2!, thi trang tr, Th gii ph n,.v.v) (so snh chi ph ca cc qung co ny vi nhng chng trnh tng t. So snh doanh thu, li nhun, thng k theo cc cng thc nu trn bit c t l nh, chi ph cho qung co ny) Qung co trn truyn hnh (Chn khung gi ph hp vi dn cng s v d nh khung gi phim truyn bui ti.), c th a qung co vo cc chng trnh lin quan n phong cch sng, Thi trang,v.v (phng tin truyn thng ny c chim nhiu cho ngn sch khng? S lng pht song, khung gi nh vy ph hp vi cng chng mc tiu cha? T l phn hi, nh, bit n nh th no?) Qung co ngoi tri nh : pano, p phch, bng hiu (c bit ch trng v tr t qung co gn cc trung tm thng mi ln, cc ta nh vn phng, siu th,v.v) (so snh chi ph ca cc qung co ny vi nhng chng trnh tng t. So snh doanh thu, li nhun, thng k theo cc cng thc nu trn bit c t l nh, chi ph cho qung co ny)

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3.3. Cc chng trnh PR cng ng Tch cc tham gia vo cc s kin cng ng nh cc chng trnh t thin, ti tr cc chng trnh lin quan n thi trang (VD: VN next top model,), tham gia cc hi ch trin lm..v.v ( gii thiu v sn phm, so snh ngn sch v chi ph cho hot ng ny. T l phn hi ca khch hng cng nh cc phng tin truyn thng ra sao? ngoi cc phng tin mnh thu th cn c phn hi tch cc, tiu cc g hay ko?) T chc cc cuc thi ku gi mi ngi tham gia qung b cho phong cch ca thng hiu Starbucks CoffeeTM (s lng, cht lng ngi tham d, cch thc tin hnh ku gi nh th no? C ph hp vi cch tip cn cng chng mc tiu hay ko?) Tham gia cc mng x hi ph bin m ngi Vit s dng (VD: Facebook) (s dng cc cng c thng k trn internet, qun l thng tin a trn cc mng x hi cng nh internet. y l 1 cng c chin lc, u tin cho ngn sch i vi phng tin ny l bao nhiu?..)

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