tui 17-35

Hc sinh, sinh vin, nhn vin vn phng

Sng khu vc thnh ph


S lc

L do la chn:

Chim s ng trong dn s
tui s dng nhiu c ph nht Vit Nam
cng nh trn th gii l di 40 tui
a s l gii tri thc
Thng xuyn ra ngoi ung c ph




Chn dung khch hng
tui: 17-35 tui

Ni sng: H Ni v Tp.HCM

Mc thu nhp: Mc C tr ln: t 200 n
500 $/thng

Cng vic: Hc sinh, sinh vin, hc sinh, nhn
vin vn phng

S thch, thi quen:
T tp bn b i c ph
Th nhng th mi l.
B nh hng nhiu bi cc tro lu mi.
Ung c ph v c bo vo bui sng


Chn dung khch hng

Thi quen ung c ph

H NI SI GN
i tng s
dng c ph
- Ngi v hu ung c ph nhiu
nht: 19,8%. Sinh vin t nht: 8%.
- Phn ln c trnh i hc v c
thu nhp tng i cao

- Gii kinh doanh ung nhiu nht vi
26,3%. Ngi v hu ung t nht.
- Thuc mi trnh , mi ng cp
Hnh thc qun
c ph v mc
ch n qun
ca khch hng
- Ch trng hnh thc, ni tht, trang
tr, nhiu dch v i km
- im hn, ni gp g bn b, th
gin
- Gi thnh t
- Phong cch n gin, gn gi, ch
yu l qun l ng
- Ch ngh chn, gii kht
- Gi bnh dn
Thi gian
thng ti
qun c ph
- n vo bui sng v ti

- Mi thi im, nhng ng nht l
bui chiu ti
Thi quen v
khu v dng c
ph
- Khch vo qun c ph H Ni vo
bui sng thng gi c ph en pha
phin (en nng), bui ti l nu (tc
c ph en c thm sa)
- 67% ung c ph ha tan.
- Vo qun c ph nhng thng gi
sinh t hoc cc thc ung khc
- Phn ln khch hng vo qun ung
c ph (tc en ) bt k bui
sng hay bui ti
- 38% ung c ph bt pha phin,27%
l c ph bt pha phin thm sa vi
v 20% ung c ph ha tan
- 50% ngi vo qun chn c ph

Thi quen s dng cc phng tin
truyn thng

Thng xuyn tip xc vi bo in, tp ch, internet.

60% khch hng trong tui t 15-39 thng
xuyn truy cp internet cafes & wifi. (theo nghin cu
thi quen s dng cc phng tin truyn thng nm
2008)


Thi quen s dng cc phng tin
truyn thng

Mt s a ch website : Tuoitre.com, dantri.com.vn,
google.com, vn express.vn, thanhnienonline.com,
yahoo.net, vietnamnet.vn, facebook.com, zing.vn

Bo in, tp ch: Tp ch tip th v gia nh, Th gii
ph n, 2!, 2! p, tp ch p.

HIGHLAND COFFEE
Cng ty c phn Vit Thi Quc T (VTI)

2002
phn khc: cao cp
trit l kinh doanh: Kt hp gia hin i v
truyn thng
40 ca hng: TP. HCM, H Ni, Nng, Hi
phng, Bin Ha

th mnh: v tr, cch bi tr,
nh gi cao, phng thc phc v

Truyn thng:
Lp website ring
ng bi trn 1 s website, din n



HIGHLAND COFFEE
Cng ty c phn Vit Thi Quc T (VTI)

Gloria Jeans

6/2006
Mc tiu kinh doanh:
o 6 ca hng ti tp HCM
o ung Starbucks v GJ ging nhau
Truyn thng:
Website ring
Fanpage
ng bi trn vnexpress.net, ciao.vn,
thienduongcaphe.vn


Illy's
(Cng ty TNHH Xut nhp khu Lin Thi Bnh Dng)
Cui 2008
C thc n pha ch t cocktail v caf
Phong cch
Truyn thng:
ng bi PR trn 1 s trang in t
01/2011: t chc khai trng ti HN
Trong nhng ngy u ra mt HN: t chc road show
thi trang xe c Vespa



TRUNG NGUYN

Mc tiu: kt ni v pht trin nhng ngi yu v
am m c ph trn ton th gii
Phc v c ph Vit Nam
Thnh cng trong chin dch ph cp c ph cho hng
lot ca hng
Tp trung phn khc th trng bnh dn
Mnh v th trng c ph ha tan
Ch tp trung qung co cho sn phm c ph ha tan

Ti Vit Nam:
Starbucks c nhiu ngi bit n v yu thch.
Mong ch Starbucks c mt ti th trng.

Starbucks chnh thc xut hin nm 2012: s thu ht c s
quan tm ca cng chng Vit, bo gii, cc i th cnh tranh
khc.

y l c hi tt cho vic truyn thng - qung co xy
dng, nh hnh thng hiu Starbucks ti Vit Nam
Cng chng mc tiu: 17 35 tui
Starbucks xm nhp th trng vit nam
Thi gian: 10 thng (6/2012- 3/2013)
M 3 ca hng (2 Si Gn, 1 H Ni)

Mission
Mc ch
- nh v hnh nh thng hiu, thm nhp th trng
Mc tiu
90% cng chng mc tiu bit n thng hiu
60% trong s yu thch thng hiu
70% trong s s dng sn phm

Message
Starbucks l ni chn th 3
Media
Internet : fanpage, website, bi vit bo in
t, banner trn cc website khc, blog, forum..
In n: tp ch, bo in, t ri
Ti ca hng
Bng led ti cc trung tm thng mi, sn bay.
Frame thang my trong cc ta nh vn phng

Money
1,825 t
Lng view, like, comment trn cc din n, blog,
fanpage, website.
S ngi tham gia fanpage
Lng pht hnh ca bo in, tp ch
S ngi tham gia cuc thi
Measurement

Measurement

o lng da trn doanh thu
Lt ngi n trung tm thng mi, lt ngi i thang
my
nh gi thng qua phn hi
Bng hi online.
Phiu nh gi ti ca hng
Mission

Mc ch:

To nn cc lung thng tin lin quan n
Starbuck
Thu ht c s quan tm ca bo ch
To bc cho s thm nhp ca Starbuck
ti Vit Nam, khin cho s kin Starbuck vo
Vit Nam tr thnh 1 s kin ln nht.

Mc tiu:
Thng 6

Thng tin lan truyn trn cc trang bo mng
ln nht Vit Nam. V trn cc fanpage,
blog, website khc.
Lng view 8.000 lt / website, forum
5000 comment trn fanpage, blog, website
Mission

Mc tiu:
Mission

Thng 7
Phng vin ca 70 u bo khc nhau tham d
bui hp bo
Thng tin v Starbuck xut hin trn 10 u bo
in ln, v trn hu ht cc trang bo mng
10 000 lt truy cp website chnh thc ca
Starbuck Vit Nam
5000 ngi like fanpage
5 000 lt click vo ng link , banner
Mc tiu:
Mission

Thng 8

C khong 40 ngi ni ting tham d s kin
C khong 50 bo tham d s kin
Sau s kin c khong 30 bo a tin v s
kin

message

Starbucks ngi khng l
tin vo Vit Nam

a tin cho phng vin v vic CEO starbucks
sang Vit Nam
ng bi PR trn Tui tr, Vnexpress.vn,
Zing.vn.
Thu Blogger ni ting vit, tung tin n trn
1 s forum nh (Ghiencaphe.com.vn), 1 s
din n v c ph khc.

media

06/2012: tin n (CEO sang VN)
media

07/2012: tuyn b Starbucks chnh thc vo Vit
Nam (hp bo ti SG)

- 1/7 a tin Starbucks chnh thc vo Vit Nam
Cng b chnh thc trn website starbucks th gii
Gi thng co bo ch ti cc bo
- Lp website Starbucks Vit Nam, fanpage
- Treo banner coming soon ti ca hng; bng Led ti sn bay (Ni Bi
v Tn Sn Nht), frame thang my ti cc ta nh vn phng ti HN v
SG
- Treo banner coming soon trn Vnexpress.vn, Dantri.com.vn,
Vietnamnet.vn, Zing.vn (dn link ti fanpage v website)

- 25/7: T chc hp bo ti Si Gn
- a tin ln cc bo in: Tui tr, Thanh nin, H Ni mi, Si Gn tip
th, Tp ch tip th v gia nh, Th gii ph n, 2!, 2! p, ..


media

08/08/2012: Khai trng ca hng Starbucks



- Mi cc nhn vt ni ting tham d s kin
- Mi 1 s phng vin n tham d
- T chc tic khai trng

money

Phng
tin
Thi gian
S lng
bi
V tr n gi Thnh tin
Bo mng 3 thng 30 Bi PR 4 triu/bi 140 triu
Bo in 3 thng 15 Bi PR 5 triu/bi 75 triu
Banner 2 tun
5 banner/
5 website
Top
banner
12 triu/
tun
120 triu
Tng
335 triu
money

Thu bloger: 5 triu/ 5 bi
T chc s kin: tng 350 triu
Hp bo: 50 triu
Khai trng: 150 triu
Chi ph cho khch mi: 150 triu
Bng LED ti trung tm thng mi v ti sn bay:
150 triu/ 2 tun
Frame thang my ti cc ta nh vn phng: 80
triu/6 ta nh/ 2 tun
Tng chi ph giai on 1: 920 triu ng

measurement

Lng view, like, comment trn cc din n,
blog, fanpage, website.
S ngi tham gia fanpage
Lng pht hnh ca bo in, tp ch
Lt ngi i thang my
Lt ngi qua li trong khu trung tm
thng mi

Phn 1
8/2012- 10/2012
Mission

Mc ch:
Thng tin: to dng hnh nh ca thng hiu

Mc tiu:
90% bit n starbucks
60% c hiu v thng hiu starbucks
Fanpage: 20 nghn thnh vin
Truy cp website : 10 nghn lt

Message

Star bucks l 1 phn ca cuc sng. Ngoi
gia nh v ni lm vic, starbucks l ni chn
th 3 dnh cho gii tr. Star bucks mang n
cho bn hng v c ph ch thc v 1 khng
gian thoi mi, thn thin. Star bucks l ni l
tng gp g

Media

Ti ca hng
Qung co trn bo in: tui tr, 2!
ng bi vit, t link dn vo website:
vnexpresss.vn, zing.vn, vietnamnet.vn
Fanpage, website

Thng 8:
Trn website : chng trnh tr li ng trng qu
fanpage: thng tin chng trnh
Media

20/10/2012
trang tr ti ca hng, t thip chc mng ti bn
fanpage a thng tin, chc mng
thng tin trn website

31/10/2012
trang tr ca hng, tng ko
fanpage a thng tin, chc mng
Thng tin trn website
t chc offline


Money

Chi ph: lm qu tng, trang tr ca hng v chi
ph qung co
Chi ph qu tng + trang tr ca hng + in thip
+ lm bng LED t ti ca hng: 30 triu
Chi ph qung co:
ng bi PR trn bo in (3 thng): 10 bi x 5tr = 50 tr
ng bi PR trn cc website (3 thng): 15 bi x 3tr = 45 tr
Tng chi ph: 125 triu

Measurement

Da trn lng pht hnh bo
Da vo lng truy cp website chnh thc
Da trn lng thnh vin fanpage, lng like,
comment fanpage
Da trn lng khch ti ca hng
Da trn lng views trn cc trang t qung
co
Da trn phn hi ca khch hng
Da trn doanh thu

Phn 2
11/2012- 3/2013
Tr thnh thng hiu c yu thch
Mission

Mc ch:

Mission

Mc tiu:

Fanpage: 25 nghn.
Website: 20 nghn.
Th sinh d thi: 4000 ngi/4 thng t chc
t nht 15 phng tina tin
Message

Starbucks l ngi bn tr trung,
thn thin, ci m
Media

Khonh khc Starbucks
26/11/2012 30/3/2013
17-35 tui trn c nc
Bi vit, nh, clip
4 t vi 4 ch
2 bi d thi/ ch
Gii khn gi bnh chn v gii ban gim kho
Media

Khonh khc Starbucks
L trao gii: 31/3/2013 ti Tp HCM
Khch mi ni ting
Gii thng ln: chuyn ng hnh cng
Starbucks tham quan Singapore 3 ngy, tham
d l hi thng nin Starbucks Singapore
Media

Cc hnh thc qung b cho cuc thi

a thng tin, to topic trn fanpage
Lp trang chnh thc ca cuc thi trn website
ca Starbucks Vit Nam
Treo banner trn cc trang in t
t frame qung co trong thang my ta nh
vn phng, ti trung tm thng mi.
Money

Chi ph dnh cho t chc: 400 triu

Chi ph t chc trao gii:
Chi ph khch mi ni ting: 100 triu
Chi ph t chc nhn s, thit k sn khu, thu
dng c, di chuyn: 100 triu

Chi ph gii thng: 200 triu

Money

Chi ph qung co: 310 triu
Thi gian Phng tin S lng V tr Thnh tin
2 tun u
(1/11/2012-
15/11/2012)
Banner trn
website
10 banner
trn 10
website
Top banner
trn trang
ch
240 triu
1 thng u
(11/2012)
Frame trong
ta nh,
trung tm
thng mi
6 ta nh
ln (3 ta
nh/ thnh
ph)
Thang my,
hnh lang
70 triu
Money

Tng chi ph: 710 triu
Chi ph phng nga ri ro: 90 triu

Tng: 800 triu
Measurement

Lng comment, like trn fanpage
Lng ngi truy cp, ng k ti khon v bnh
chn trn website chnh thc
Lng ngi truy cp cc website ng banner
Lng ngi qua li ti cc ta nh, trung tm
thng mi
Lng ngi tham gia thi
Cc bo v bi bo vit v cuc thi, s kin trao
gii v ngi thng cuc.