Vo th k XVII, ung khng gas c sn xut t nc chanh vi mt ong, ln u tin xut hin trn th trng. n nm 1676 cng ty Compagnie de Limonadiers Pari ginh c c quyn thng mi sn xut ung nc chanh. Trong thi gian , cc tip th vin s dng bnh cha nc chanh bn l ti thnh ph Pari.
Cho n 1767, tin s Joneph Priestley, nh ha hc ngi Anh, l ngi u tin ngh ra gii php np kh carbonic th cng vo cc thy tinh.
3 nm sau ( 1770), nh ha hc Thy in Torbern Bergman sng ch rra thit b to CO2 trong nc c gas trn c s phn ng CaCO3 vi H2SO4 CaCO3 H2SO4 = CaCO3 H2O CO2
Thit b to CO2 mi ny m u cho cng ngh sn xut nc khong c gas nhn to.
Nm 1810, cng ty Simous v Rundell ti Charleston, vng nam Carolina c cp bng sng ch u tin ca M v Phng php sn xut nc khong nhn to quy m cng nghip. Tuy nhin, ung c gas cng cha c ph bin rng ri ti M, cho n tn nm 1932 John Mathews sng ch ra thit b mi sn xut ung c gas ng lot v kinh doanh rng ri cho cc c s bn nc soda. Trn quan im khoa hc, nc khang t nhin hay nhn to u c li cho sc khe. a dng ha sn phm, cc nh khoa hc cng ngh v dc s pht trin sn phm ung c gas c b sung cc ngun tho dc v tho mc c hng v c trng t cc loi v cy, ht, nc p hoa qu Theo cng b ca mt s nh nghin cu lch s, th nc soda b sung hng vi mt s ngun tho dc Tin s Philip Syng Physick, ngi dng Philadephia, nghin cu sng ch u tin vo nm 1807. Sn phm soda c hng c tiu th rng ri cc hiu thuc vi chc nng l ung sc khe, tr nn mt nt vn ha ph bin ti M trong thi gian .
Trn c s nhu cu s dng thun tin ti nh ca khch hng, nc soda b sung hng c bt u ng chai, l tin cho ngnh cng nghip ung ng chai pht trin. 2. Cng dng Nhng ngi khng nn ung nc khong c ga b p lng mui khong mt i do m hi thot ra ngoi qu nhiu vo ma h, nc khong c ga l mt gii php tt nhng khng phi ai cng c th thoi mi ung loi nc ny Nc khong c ga cha nhiu natri (mui). Ngi ang n king, ngi cao huyt p, ngi b ph khng nn ung loi nc ny. Ngc li, nn ung nhiu nc khong c ga vo ma h hay sau khi vn ng mnh b p cho lng cht khong b mt i do c th thot ra nhiu m hi. Nc khong c ga hay khng c ga u b sung thm cc nguyn t vi lng nh km, magie, canxi nn c chc nng bi b sc khe cho c th. Ngoi ra, nc khong cn gip c th thanh lc v thi nhiu c t ra bn ngoi Thnh phn nc khong rt giu canxi, natri v ma-gi nn kch thch tiu ha d dng hn. Cc cht khong cn gip hn ch cm gic nng bng sau khi ri bn n. Ngi gp cc vn v d dy nn thng xuyn ung nc khong. Tuy nhin, trnh ung qu nhiu loi nc ny khng b trng bng. Mi ba n c rt nhiu loi hng v khc nhau. n ngy th 3, h s c la chn. Khng quan tm n hng v, tt c cc tnh nguyn vin u chn cc mn n giu protein. iu ny chng minh rng chng ta cn dinh dng, chng hn nh protein th chng ta s t ng chn n. Mt gi thit khc l chng ta khng tiu ha hay hp th c nhng thc phm ny mt cch thch ng v kt qu l thm chng nhiu hn chnh nhu cu ca c th. V d, bnh nhn tiu ng khng th iu tit c ng huyt nn thng xuyn b thiu ht nng lng. 3. im mnh, im yu, c hi v thch thc ca nc khong c gas alba im manh Ngun nc khong c gas c thnh phn khc bit, cht lng tt v rt n nh: y l mt im mnh rt quan trng, quyt nh n cht lng sn phm Alba. Sn phm nc khong c gas bt buc phi c khai thc x l t cc ngun nc t nhin bng nhng quy trnh c tiu chun v sinh v khoa hc nghim ngt nhm gi li nhng khong cht c li cho sc khe nhng khng lm bin i cc thnh phn c bn ca nc khong c gas. c bit,C nhiu thun li pht trin vic kinh doanh nc khong c gas kt hp vi pht trin du lch: Nc khong c gas Alba c Cng ty c phn Thanh Tn khai thc sn xut ti Sui khong Thanh Tn, y ngoi nh my sn xut nc khong c gas cn c mt Khu du lch Thanh Tn spa Resort do cng ty qun l khai thc. Vi kinh nghim v c s hot ng trong ngnh du lch lu nm ca cng ty Thanh Tn, nc khong c gas Alba c nhiu iu kin pht trin kt hp vi du lch ti cng ty hoc trn c s hp tc vi cc bn th 3 khai thc tim nng kt hp ca sn phm. im yu Trong khi th trng nc khong c gas hin nay ang chng kin s cnh tranh v cng gay gt ca rt nhiu sn phm, vai tr ca thng hiu cng tr nn quan trng. Thc t cho thy hu nh cc sn phm nc khong c gas thnh cng u c mt phn ln nh vic xy dng v khai thc thng hiu, chnh v th im yu thng hiu chnh l im yu ln nht ca sn phm Alba cn khc phc. Cha xy dng c h thng knh phn phi mnh: thnh cng ca sn phm nc khong c gas ph thuc ln vo vic xy dng mt h thng knh phn phi rng khp, to s tin dng cho ngi mua khi c nhu cu s dng sn phm. iu ny c cc cng ty i trc nh Ncstle (sn phm Lavie), Vnh Ho, Tin Hi... p dng thnh cng v sn pham ca h c mt t cc siu th, i l cho n tng ca hng bn l, cc qun nc nh, Alba mun khai thc thnh cng th trng cn phi xy dng cho mnh cc h thng phn phi rng khp. Gii hn v cc ngun lc ti chnh, nhn lc: Ngun lc ti chnh nh cng l mt gii hn cho vic hoch nh v thc hin cc k hoch sn xut kinh doanh sn phm Alba. Bn cnh , i ng nhn vin kinh doanh ca cng ty a phn khng c o to nng cao v marketing cng l mt im yu lm gim hiu qu cc hot ng marketing cho sn phm. Co hi: Nhu cu th trng ln: Th trng nc ung ng chai ni chung v nc khong c gas ni ring nc ta hin nay vn cn tim nng pht trin rt mnh m, iu ny cn c th hin qua nhng s liu thng k v d bo rt kh quan v tng lai th trng, cu th trng ln to ra c hi ln cho tt c cc doanh nghip ch khng ch ring sn phm Alba, vn t ra l cn bit cch p ng v khai thc tim nng th trng hp l. Xu hng ngy cng a chung cc sn phm c ngun gc thin nhin, c li cho sc khe ca ngi tiu dng: Trong hon cnh mi trng sng ang ngy cng b nhim, con ngi ngy cng c xu hng thch s dng cc sn phm t thin nhin, nht l nhng sn phm tt cho sc khe. iu to ra c hi rt ln cho cc sn phm nh nc khong c gas Alba khai thc th trng. Thch thc: Mc cnh tranh trn th trng ngy cng tr nn gay gt: Ngoi p lc cnh tranh t nhng sn phm thnh cng trn th trng nh Lavie, Vnh Ho, Vital,., dng sn phm nc khong c gas cn b cc sn phm nc tinh khit, nc ngt c ga, nc hoa qu, nc tng lc... cnh tranh mnh m. Trong hon cnh nc ta tr thnh thnh vin ca T chc Thng mi Quc t WTO v bt u m ca hon ton th trng bn l t thng 01/2009, cc cng ty nc ngoi c nhiu c hi hn khi c trc tip u t sn xut trong nc nhp khu hng ha t nc ngoi v m khng b nh thu hoc gii hn hn ngch, p lc cnh tranh trn th trng ngy cng ln hn na v Alba cng nh nhiu doanh nghip khc mun tn ti v pht trin cng phi c gng nhiu hn. Cc chi ph u vo v chi ph vn chuyn ngy cng cao: Chi ph ngy cng tng khin cng ty hoc phi nng gi bn (s lm gim nng lc cnh tranh v gi ca sn phm) hoc gi nguyn gi (nhng mc li nhun thu v s t i). 4. Tim nng a. Nhu cu ca th trng Hin nay nhu cu i vi vic s dng nc khong c gas kh cao, khch hng thng la chn nc khong c gas lm nc ung hng ngy, sau cc hot ng vui chi th thao, trong cc cuc hp hi ngh, ...Khch hng cha nh gi gi ca mt chai nc khong c gas nh Lavie l (cao?, tng i cao, phi chng) tuy nhin do yu t uy tn thng hiu Lavie vn l hng nc khong c gas c ngi tiu dng la chn u tin khi ( phn tch spss) khi nhc n nc khong c gas. Mt c im l ngi tiu dng phn ln khng phn bit c nc khong c gas v nc tinh khit. Rt nhiu ngi s dng nc khong c gas, nc tinh khit m khng bit mnh ang s dng loi no, nhiu ngi khng phn bit c s khc nhau, khng th ch tn chnh xc cc hng nc khong c gas v nc tinh khit, hoc vn cha xc nh c ht cc c im ca ca nc khong c gas v nc tinh khit khc nhau nh th no(v quy trnh, v thnh phn khong cht c trong nc khong c gas, trong khi nc tinh khit khng cha bt k thnh phn khong cht no c.,...). iu ny c nguyn nhn mt phn hot ng truyn thng v nc khong c gas cha quan tm nhn mnh lm cho ngi tiu dng khng thy r c nhng li ch m nc khong c gas mang li ngoi tc dng l gii kht. Trn thc t, khng nn s dng qu nhiu nc tinh khit do nc ung tinh khit ang c bn nhiu trn th trng ch l nc c lc nhiu ln nn ch m bo v mt v sinh ch khng tt v mt sc kho, c bit l khi dng qu lu. Neu dng nc tinh khit qu nhiu hay dng hon ton trong n ung, nht l trong thi gian di, c th s thiu khong cht v sinh bnh thiu vi cht. Hn na, nhng loi nc tinh khit do cc c s nh l sn xut th yu t v sinh cha chc m bo. Nc tinh khit sn xut theo dy chuyn hin i phi c x l qua h thng thm thu ngc v ozone, thanh trng bng tia cc tm... vi tr gi khong 1 t ng. Nhng c s nh l khng kinh ph u t thng lc bng than hoc si ri a qua h thng my dng tia cc tm to ozone kh trng ri ng chai em bn. Do , khi cc hng nc khong c gas truyn thng c n khch hng v s khc bit gia nc khong c gas v nc tinh khit. Vic s dng nc tinh khit nhiu l khng c li cho sc khe s c th m rng hm nhu cu ca khch hang i vi nc khong c gas. b. Hot ng truyn thng ca cc sn phm nc khong Hin nay, cc hng nc khong c gas ln trong nc nh Lavie, Vital, Kim Bi, Vnh Ho s dng ch yu cc phng tin qung co trn tivi, trn trang web ca cng ty v bo ch e thng tin n ngi tiu dng. Bn cnh l cc hot ng ti tr cho cc chng trnh truyn hnh, cc hot ng th thao quc gia v trn cc a phng. Mt s a im sn xut nc khong c gas li dng nhng thng hiu ln hoc tn tui ca nhng nc khong c gas thin nhin c ngi tiu dng bit n nhiu t tn cho sn phm ca mnh. iu ny c bit din ra nhiu vi cc hng nc tinh khit. Khng th k ht cc tn tui, xut x ca cc loi nc ung ng chai (nc tinh khit) trn th trng H Ni. T cc nhn hiu quen thuc nh Aquafina, Laska, Sapuwa,Joy,..n nhng tn na n hoc rt l nh Aquabeta, Ada, Nasa, Panona, Amswa, Icewa, Aliwa, New Life, Fujice, Valentine,.. Thm mt iu l ngi tiu dng khng phn bit c nc khong c gas v nc tinh khit khc nhau nh th no, li d dng mua nhm sn phm khi v tnh ly mt chai nc khong c gas, nc tinh khit c thit k tng t v c t mt ci tn cng gn ta nh vy. Hoc a phn ngi tiu dng trc kia vn ngh l nc ng chai l m bo v sinh nn khng ngh ngi nhiu khi la chn cc sn phm trong siu th, i l v c bit u tin cc hng c mc gi r hn. Hot ng truyn thng ca cc hng ln v tnh li kch thch tiu th cho cc c s sn xut khng c a ch ngun gc r rng, quy trnh ch bin khng m bo, lm nguy hi n ngi tiu dng. Thng ip ca Lavie truyn ti n khch hng l mt phn tt yu ca cuc sng, thng ip ca Vnh Ho gi n ngi tiu dng l nc ung ca truyn thuyt, nc ung chnh thc ca Hi Ngh APEC 2006 l thng ip ca Vital,...Cc hng nc khong c gas c gng truyn ti n ngi tiu dng nhng hnh nh v nc khong c gas nh mt s gn gi, gn b vi ngi tiu dng, hoc h cu nhng hnh nh trong truyn thuyt mi ngi c c nhng hnh nh p v nc khong c gas. Cc nh sn xut nc khong c gas mong mun mang n ngi tiu dng nhng thng ip v truyn ti nhng ni dung mt cch d hiu v thn thit nht. Hot ng truyn thng ca nc khong c gas cng t c nhng hiu qu to ln, tiu biu l phn ln mi ngi khi c hi u c th tr li slogan ca Lavie l mt phn tt yu ca s sng. c. Phn tch th trng khch hng Phn tch th trng Hin nay trn th trng H Ni xut hin rt nhiu cc nh sn xut nc khong c gas trong nc cng nh cc sn phm nc khong c gas c nhp t nc ngoi. Hin ti Lavie l nhn hiu nc khong c gas c nhiu ngi tiu dng bit n nht, l nhn hiu nc khong c gas ang c doanh s tiu th cao nht hin nay. Cha k n cc sn phm nc khong c gas Vital, Kim Bi, Vnh Ho ra i t kh lu cng ang tng bc khng nh thng hiu ca mnh v xy dng hnh nh trong tm tr khch hng. Nh vy nu tung ra th trng sn phm nc khong c gas Alba th cu hi t ra l sn phm nc khong c gas Alba c mi, khc l, gi phi chng khng? Neu Alba khng phi l sn phm tha mn nhng yu t th khch hng s vn ch mua nhng sn phm m h vn thng mua. Vy nc khong c gas Alba c g c bit? V c hi gia nhp th trng cho sn phm nc khong c gas Abla c ln khng? Liu alba c kh nng to dng cho mnh mt hnh nh trong tm tr khch hng? Trc nhng ngun thng tin khng tt v cc sn phm sn phm nc khong c gas, nc tinh khit, ngi tiu dng ang bt u lo lng v tnh trng v sinh ca cc sn phm nc khong c gas, nc tinh khit ng chai nn c tm l ngn ngi khi s dng cc sn phm nc khong c gas mi v thch s dng nhng sn phm nc khong c gas c tn tui, thng hiu v c qung co nhiu trn tivi. V vy gia nhp th trng, sn phm nc khong c gas Alba cn phi rt n lc hn cc giai on trc v lng tin ca ngi tiu dng i vi cc sn phm nc khong c gas, nc tinh khit ang gim st nghim trng. Ngi tiu dng bt u nghi ng v cht lng lng khong cng nh v v sinh an ton khi s dng, c bit ngay sau khi xy ra s c i vi nc khong c gas Lavie, th ngi tiu dng li t ra cu hi, ngay c i vi anh c trong ngnh vi b dy kinh nghim m vn c nhng s c nh hng n lng tin v tm l ngi tiu dng nh vy th cc nh sn xut nc khong c gas mi, cha c tn tiii s nh th no? Chnh iu t ra nhng thch thc ln i vi sn phm nc khong c gas Abla khi m tm l ngi tiu dng bt u c trng thi phng ng i vi vic s dng cc sn phm nc khong c gas, nc tinh khit. a ra th trng sn phm nc khong c gas trong giai on hin nay phi chng l rt kh khn? Tuy vy ma h cng ang n gn, hin gi l gia thng 4 thi tit bt u nng dn ln v khi ma h n th nhu cu s dng nc khong c gas, nc tinh khit li tng cao v nhng vn nghi ngi c th s c gii quyt khi cc hng nc khong c gas, nc tinh khit c nhng gii p tha ng n khch hng, hoc c s can thip ca cc c s y t chng nhn v qun l cht lng nc khong c gas. Thm yu t na Alba c th thnh cng l vic ly li c lng tin ca ngi tiu dng th li l mt c hi ln cho Alba gia nhp th trng nc khong c gas trong giai on th trng nc gii kht nc thy khit rt ri ren. C 80% s ngi c hi tr li rng h sn sng s dng nc khong c gas sau khi cc vn m h nghi ngi v nc khong c gas c gii quyt. Nh vy c th ni, trc cc s vic din ra ngi tiu dng vn cha quay lng li vi nc khong c gas, nc tinh khit v c hi gia nhp th trng ca sn phm nc khong c gas Alba l hon ton c th, cng nh Alba c c hi khng nh v tr ca mnh nh mt v cu tinh trong th trng nc khong c gas, nc tinh khit khi m th trng ang hn lon v lng tin ca ngi tiu dng b lung lay. Phn tch khch hng: Hiu bit chung v sn phm nc khong: Ngi tiu dng c nhiu hiu bit v s khc nhau gia nc khong c gas v nc tinh khit cha c s phn bit gia hai loi nc ng chai ny. Nc khong c gas ( nc khong c gas thin nhin ng chai) c phn bit r rng vi cc loi nc ung thng thng khc v trong nc c cha mt t l nht nh cc mui khong cng mt s nguyn t vi lng, c thnh phn cu to khng thay i, n nh v lun lng v nhit cho d c bin ng ca thin nhin. Ngoi ra, nc khong c gas phi c khai thc trong iu kin bo m sch ban u v vi sinh vt, cu to ho hc ca cc thnh phn c trung ng thi vic ng chai phi c tin hnh ngay ti ngun theo nhng tiu chun v sinh v cc gii php k thut nghim ngt. Khc vi nc khong c gas, nc tinh khit l loi nc qua qu trnh lc sau c kh trng bng tia cc tm loi b nhng cht c hi. Quy trnh sn xut nc tinh khit n gin hn nc khong c gas nhiu ln nn gi thnh ca nc tinh khit cng r hn nc khong c gas. a s ngi tiu dng Vit Nam hiu bit s si v nc khong c gas. Theo kt qu nghin cu, c ti 20% s ngi c hi khng bit nc khong c gas v nc tinh khit l hai loi nc khc nhau nhng nguy him hn l c rt nhiu ngi nhm ln mt s loi nc tinh khit c bn trn th trng l nc khong c gas v ngc Ta xem xt hai biu kho st hiu bit ca ngi tiu dng H Ni v mt s nhn hiu nc tinh khit v nc khong c gas ln th trng nc ta hin nay Biu 1.1.1: Nhn bit ng cc loi nc tnh khit: (n v %)
Qua biu c th thy, c n 41,4 % s ngi c hi tr li Aquafna l nc khong c
Dung Sai gas, trong khi thc t n l nc tinh khit, cc nhn hiu nc tinh khit khc nh Laska c n 74,7% s ngi c hi nhm ln, c bit l Sapuwa c ti 84,8% s ngi c hi nhm ln. Ket qu nhn bit i vi sn phm nc khong c gas cng vy, rt nhiu ngi s dng nc khong c gas Lavie vn ngh l nc tinh khit, hay vn xem cc nhn hiu nc khong c gas Vital, Vnh Ho, Kim Bi l nc tinh khit. Trn thc t, ngi tiu dng kh c th phn bit c hai loi nc khong c gas v nc tinh khit. iu ny c th vic thit k bao gi nhn hiu v hnh thc truyn thng kh l ging nhau. Quan st hai biu trn ta thy hin nay ngi tiu dng trong nc c s nhm ln ln v cc sn phm nc khong c gas v nc tinh khit. Trong dng sn phm nc khong c gas, ngay c vi sn phm Lavie l dng sn phm lu i v rt c uy tn trn th trng cng chi c hon 60% s ngi c hi tr li ng rng l nc khong c gas trong khi vi Aquafina v Joy l hai loi nc tinh khit c cung cp bi hai ngi khng l ca lnh vc ung ng chai l Pepsi v Coca Cola, c khong 50% s ngi c hi cho rng l mt loi nc khong c gas!. i vi sn phm nc khong c gas Vnh Ho, l loi nc khong c gas c hm lng khong kh cao m c n 78,5% ngi c hi nhm tng l nc tinh khit. iu tng t cng xy ra i vi nc khong c gas Vital, 61,6% ngi c hi cho rng l nc tinh khit, d Vital c dng lm nc khong c gas cho Hi ngh APEC. S nhm ln gia nc khong c gas v nc tinh khit mt phn cng do c th ngi tiu dng khng ngh l c s khc nhau, hoc c ngh l khc nhau nhng cng khng ch quan tm n s khc nhau . Kho st k hn trong s nhng ngi cho rng nc khong c gas v nc tinh khit l khc nhau, nhng c im m h cho rng iu lm nn s khc bit gia nc khong c gas v nc tinh khit thu c s liu s sau: Biu 1.1.3. Biu so snh nc khong v n'c tnh khit
Nc khong c Nc TK sch hn Nc khong c gas c Nc TK l nc cha cht khong nc khong c gas ch bin ti ngun qua h thng c li cho SK lc x l RO
Khng ng ng Nh vy ngay c vi nhng ngi cho rng nc khong c gas v nc tinh khit l khc nhau th hiu bit ca h v s khc nhau cng rt hn ch v c ti hon 50% khng bit rng nc khong c gas phi c ng chai ngay ti ngun khai thc v hn 60% khng bit rng nc tinh khit ch n gin l nc c x l qua h thng lc v kh trng RO (kh trng bng tia cc tm). Mt khc, cc loi nc khong c gas vi nng v thnh phn cht khong khc nhau s c tc dng vi sc khe khc nhau ng thi nng khong khc nhau ny cng lm cho nc khong c gas c v khc nhau. Thng thng, nc khong c gas cng cha nhiu khong cht cng c v l hoc cm gic mn mn cn cc loi nc khong c gas cha hm lng khong cng thp s c v ngt hn nhng tc dng vi sc khe cng v th m thp hn nhiu. Mc d nc khong c gas c chc nng ln nht nh tt c cc loi nc ung thng thng l gii kht nhng vn c 25% s ngi c hi khng cho rng nc khong c gas c chc nng ny, 20% khng cho rng nc khong c gas c th b sung khong cht cho c th v gn 80% khng bit rng nc khong c gas c tc dng cha bnh. Ngoi ra, ty thuc vo khong cht c trong thnh phn ca nc m nc khong c gas cn c rt nhiu tc dng khc nh gii nhit c th, tiu c, trnh mn nht, lm p da, lm mt tc, chng lo ha, tr lu, to cm gic ngon ming, tng sc khng... nhng c ti 96% cho rng nc khong c gas khng cn c chc nng g khc ngoi vic gii kht thng thng, Thi quen s dng nc khong: a sn phm mi ra th trng th vic nghin cu thi quen s dng ca ngi tiu dng l rt quan trng. e chun b cho vic a nc khong c gas Alba ra th trng, mt s nghin cu v thi quen s dng nc khong c gas ca ngi tiu dng c tin hnh. Qua nghin cu iu tra, phng vn da trn vic thit k bng hi, kt qu nghin cu v thi nghin cu thi quen s dng nc khong c gas ca ngi dn H Ni thu c nh sau: Mc ch s dng nc khong c gas: (n v: %)
Nh vy, nhu cu s dng nc khong c gas hin nay rt a dng nhng chim phn ln l s dng khi i chi, cm tri, d ngoi .. vi hn 70% ngi c hi s dng nc khong c gas cho mc ch ny, cc mc ch tip theo ln lt l s dng khi chi th thao (56%), hi hp (44%) v dng lm nc ung hng ngy (38%). - Tn sut s dng nc khong c gas c th hin qua biu di y