PHT TRIN SN PHM NC TRI

CY YOMI
Thnh vin
1.
2.
3.
4.
5.

Trn Th Hng Nhung

L Trn T Nh
L Th Hng Pht
Nguyn Th Phng
Tng Hoa Thin

Mc lc
1.

THNG TIN CHUNG CA DOANH NGHIP........................................................................1

1.1. S mng................................................................................................................................. 1
1.2. Tm nhn................................................................................................................................ 1
1.3. Gi tr ct li.......................................................................................................................... 1
1.4. Lnh vc kinh doanh..............................................................................................................1
1.5. Trit l kinh doanh.................................................................................................................. 1
1.6. Mc tiu doanh nghip...........................................................................................................1

2.

PHN TCH C HI TH TRNG........................................................................................1

2.1. Phn tch c hi th trng.....................................................................................................1
2.1.1.

Th trng ton cu......................................................................................................1

2.1.2.

Th trng trong nc..................................................................................................2

2.1.3.

i th cnh tranh........................................................................................................3

2.1.4.

Ma trn SWOT............................................................................................................5

2.2. Nhu cu ca khch hng........................................................................................................6

2.3. Phn khc khch hng mc tiu.............................................................................................7
2.4. Chn dung khch hng mc tiu............................................................................................7
3.

CHIN LC PHT TRIN SN PHM MI.......................................................................8

3.1. Phn tch v th v mc tiu chin lc.................................................................................8

3.2. Chin lc pht trin sn phm mi......................................................................................8

3.2.1.

V th chin lc pht trin sn phm mi...................................................................8

3.2.2.

Chin lc sn phm v th trng..............................................................................8

3.2.3.

Chin lc danh mc sn phm...................................................................................9

3.3. Chin lc thng hiu (kin trc thng hiu: cy d, dng, c lp, bo tr)...............9
3.4. iu l i mi sn phm (PIC).............................................................................................9

4.

3.4.1.

Background.................................................................................................................. 9

3.4.2.

Focus.......................................................................................................................... 10

3.4.3.

Goal_objective...........................................................................................................11

3.4.4.

Guideline.................................................................................................................... 11

SNG TO TNG V KHI NIM SN PHM..........................................................13

4.1. Khi nim sn phm.............................................................................................................13
4.1.1.

Sng to khi nim.....................................................................................................13

4.1.1.1. c im sn phm....................................................................................................13
4.1.1.2. im khc bit...........................................................................................................13
4.1.1.3. Thng hiu:..............................................................................................................14
4.1.1.4. Cng dng.................................................................................................................. 14
4.1.1.5. Hnh thc sn xut/kinh doanh..................................................................................14
4.1.1.6. Cu trc sn phm......................................................................................................14
Gi tr ct li........................................................................................................................ 14
4.1.2.
5.

Phn tch thuc tnh...................................................................................................14

NH GI KHI NIM V NH GI..............................................................................16

5.1. Phng php nh gi khi nim.........................................................................................16
5.2. Qu trnh thc hin pht trin khi nim mt cch c th....................................................16
5.3. Kt qu nh gi khi nim (chn ra 1 khi nim tt nht)..................................................16

6.

THIT K SN PHM............................................................................................................16
6.1. Thit k h thng nhn din thng hiu.............................................................................16
6.2. Chiu di, chiu rng, chiu su ca hn hp sn phm......................................................17
6.3. Thit k sn phm:............................................................................................................... 17
6.4. Thit k dch v i km vi sn phm.................................................................................19

7.

TH NGHIM TH TRNG................................................................................................20
7.1. Phng php th nghim th trng....................................................................................20
7.2. Qu trnh th nghim...........................................................................................................20
7.3. Kt qu th nghim th trng.............................................................................................20
7.4. Tnh dung lng th trng, th phn c kh nng t c................................................20
2

8.

LP PHNG N KINH DOANH.........................................................................................21

8.1. u vo (nguyn vt liu, lao ng)....................................................................................21
8.1.1.

Nguyn vt liu..........................................................................................................21

8.1.2.

Lao ng.................................................................................................................... 21

8.2. Cc chi ph d tnh............................................................................................................... 21

8.3. K hoch y t, huy ng vn:..........................................................................................22
8.3.1.

K hoch u t.........................................................................................................22

8.3.2.

Huy ng vn............................................................................................................22

8.4. nh gi cho sn phm.........................................................................................................22

8.5. Chin lc v k hoch pht trin knh phn phi ca nc Detox Yomi...........................22
8.5.1.

Qun l v xy dng h thng knh phn phi:..........................................................22

8.5.1.1. Qun l knh phn phi:.............................................................................................23

8.5.1.2. Xy dng mng li phn phi:.................................................................................23
8.5.1.3. i ng qun l v bn hng:....................................................................................24
8.5.2.

K hoch trin khai bn hng:....................................................................................24

8.5.2.1. Mc tiu ca k hoch bn hng:...............................................................................24

8.5.2.2. Cc chin lc v phng php thu ht khch hng mi...........................................24
Gia tng s nhn thc ca khch hng v sn phm/dch v v gii php kinh doanh ca
bn:............................................................................................................................................ 24
Gia tng s nhn thc ca cng ng v sn phm/dch v v gii php kinh doanh ca bn:
24
Thu thp li gii thiu t cc khch hng mi:....................................................................24
8.5.2.3. Cc chin lc v phng php i vi nhng khch hng hin ti..........................24
8.6. Chin lc truyn thng marketing......................................................................................25
9.

TUNG HNG........................................................................................................................... 27
9.1. Tuyn b chin lc nh v v kin trc.............................................................................27
9.2. nh v................................................................................................................................. 27
9.2.1.

nh v khc bi t........................................................................................................27

9.2.2.

Danh mc sn phm...................................................................................................27

9.3. Mc tiu v cc chin lc..................................................................................................27

9.3.1.

Mc ch:................................................................................................................... 27

9.3.2.

Mc tiu:.................................................................................................................... 28

9.3.3.

Cc chin lc...........................................................................................................28

9.4. i th cnh tranh................................................................................................................30

9.5. K hoch gii thi u sn phm..............................................................................................31
3

9.6. K hoch tung hng (ln lt)..............................................................................................32

9.7. o to lc lng bn hng.................................................................................................33
9.8. Chin lc v tip cn th trng.........................................................................................34
9.9. To ro cn gia nh p ............................................................................................................35
10.

T CHC PHT TRIN SN PHM MI.........................................................................35

10.1.

Cch t chc pht trin sn phm mi..............................................................................35

10.1.1.

Hnh thc t chc pht trin sn phm mi...............................................................35

10.1.2.

Cch t chc pht trin sn phm mi.......................................................................35

10.1.3.

Xc nh cu trc t chc ca i nhm....................................................................35

10.1.4.

Kiu qun l i nhm_cho v nhn (Give and take).................................................36

10.2.

Dng qu trnh pht trin sn phm mi/ thay i hn hp sn phm..............................36

10.2.1.

Nguyn tc dng tin trnh pht trin sn phm mi/ thay i hn hp sn phm.....36

10.2.2.

Phng php thc hin..............................................................................................37

1. THNG TIN CHUNG CA DOANH NGHIP

1.1.

S mng

Cam kt em n nhng sn phm ti ngon v an ton vi h thng mua hng online hin i,
tin li, nhanh chng. p ng mi nhu cu theo tng c nhn.
1.2.

Tm nhn

Tr thnh h thng bn l online nc tri cy h tr gim cn v tr liu hng u ti Vit Nam.

1.3.

Gi tr ct li

Sn phm mang tnh c nhn ha da trn th trng c th v s thch c nhn ca mi khch

hng.
1.4.

Lnh vc kinh doanh

Nc ung tt cho sc khe.

1.5.

Trit l kinh doanh

Chng ti lun xem mi mong mun ca khch hng nh mong mun ca chnh chng ti.
1.6.

Mc tiu doanh nghip

t c t l ha vn trong 3 thng u hot ng. Tip tc pht trin v t c t sut li

nhun trn vn u t l 10% trong thng tip theo. t c 25% li nhun trong nm u tin

2. PHN TCH C HI TH TRNG

2.1.

Phn tch c hi th trng

2.1.1. Th trng ton cu

Cc nghin cu th trng mi nht cho thy, thc ung tri cy ngy cng c a chung. Tc
tiu dng nc p tri cy bnh qun u ngi tng nhanh so vi thc ung c gas. C 10
ngi, c su ngi chn nc ngt khng gas. Kinh doanh nc p tri cy tr thnh lnh vc
kim tin bo b.
Vi lch s pht trin ch mi ba thp k, th phn nc p ton cu t gn gp i th
phn tr v doanh s bn ca nc p tri cy cao hn ton b doanh s bn ca ngnh
cng nghip cola. Bo co mi y ca cng ty nghin cu th trng hng u Global Industry
Analysts Inc (GIA) ch ra th trng nc p tri cy v rau qu s t 72,29 t lt n nm
2017. Ngnh cng nghip nc p ton cu t doanh thu 84 t USD (2010), vi mc tng
trng hng nm t 2%. Th trng nc p tri cy t 2010-2015 s t 92 t USD, theo
d liu ca hng nghin cu MarketLine. K l l Chu u, vng a chnh tr c cho l s
hu t l dn s c hc cao nht th gii, s l th trng ln nht i vi loi sn phm ny,
1

theo bo co ca GIA. Th trng Chu - Thi Bnh Dng, cng vi cuc ua tr thnh
trung tm kinh t nng ng nht ton cu vo gia Th k XXI, s ni ln vi tc pht trin
y tim nng c t 6,3% trong giai on 2009-2017.
2.1.2. Th trng trong nc
Vit Nam cng khng nm ngoi quy lut. Hip hi Bia - Ru -Nc Gii kht Vit Nam
(VBA), cho hay sn xut ung Vit Nam nhng nm gn y tng trng u n. Nm 2012,
tng sn lng nc gii kht ton ngnh t 4,226 t lt. Doanh thu sn lng ung, nc
gii kht ngnh t 7 t USD.
Th trng nc gii kht khng cn ti Vit Nam chm mc tiu th 2 t lt, tc bnh qun
mi ngi tiu th khong 23 lt mt nm, s liu t B Cng Thng nm 2010. Mc tiu
th ny tip tc tng trng 17% vo nm 2011 (Nielsen, 2011) v c d on cn y tim
nng khi thu nhp bnh qun u ngi tip tc c ci thin v phn ln chi tiu u
dnh cho n ung. Theo d bo ca T chc Gim st Kinh doanh Quc t (BMI), giai on
2011 -2016, ngnh ung khng cn Vit Nam s t tc tng trng doanh thu 8,2
%, tc tng trng doanh s t 6,3%. BMI nhn nh ung pha ch sn khng cn s
t tc tng trng cao nht trong ngnh cng nghip nc gii kht ti Vit Nam t
nay cho n nm 2016. D kin, nm 2014, ngnh ung khng cn Vit Nam t sn lng
2315 triu lt, mang li doanh thu 506 triu USD. n nm 2016, s ny s ln n 2628 triu
lt, t doanh thu 626 triu USD.
Theo nghin cu mi nht ca Cng ty Nghin cu Th trng W&S, ngi tiu dng la chn
nc p, nc tri cy cha sa t 62% - cao hn so vi tiu dng nc gii kht c gas
(60,6%). Dn chng vng thnh th nh H Ni, Thnh ph H Ch Minh u c nhu cu
cao nc p tri cy.
Tro lu ung nc p tri cy thay v n hoa qu ti n r mi ni cng to c hi kinh
doanh cho ngi bnh dn. D thy nht c l l lnh vc nc p tri cy sinh t c sn
xut th cng trc tip t qu ti. Cc ca hng nc p mc khp trn cc ph, trong ng
hm cc th, nht l H Ni v Thnh ph H Ch Minh. Nc p sinh t thm ch cn
c yu thch v tin tng hn nc p cng nghip. Mt b phn ngi tiu dng cho rng
nc p th cng cc qun l hoa qu ti nguyn c xay p ti ch, d c th h khng tn
mt chng kin. Ch cc ca hng kinh doanh nc p sinh t kim li khng t t mt hng ny.
Theo kho st ca tc gi Trng Th Ngc Thy bo Tin Phong, ti ca hng nc p FRUIT
JUICE 59A Quc T Gim, H Ni, mi ngy, ca hng bn trung bnh 50 - 60 cc (ma ng),
90 - 100 cc (ma h). Gi mi cc nc p cc loi khong 30 nghn ng/cc. D dng tnh
ra, mi ngy, ca hng thu v 1,5-1,8 triu ng (ma ng), 2,7-3 triu ng (ma h).
Theo tin tc ca B Cng Thng (2012), cc nh phn tch cng nghip ton cu (GIA) d
bo th trng nc p tri cy v rau qu s t 72.79 t lt n nm 2017. S tng trng
trong ngnh ny ph thuc ch yu vo vic ngi tiu dng ngy cng quan tm n
ung c li cho sc khe. y l tn hiu ng mng dnh cho cc nh sn xut nc p tri cy
t nhin

i vi nc p tri cy, cc nhn hiu nc p tri cy ca cc cng ty Vit Nam nh Vinamilk,

Tn Hip Pht c nhiu ngi tin dng bn cnh cc sn phm ca cc cng ty gii kht quc
2

t nh Coca-Cola, Pepsico. Trong , nhn hiu Cam p Vfresh ca Cng ty Vinamilk c a

chung v s dng nhiu nht, chim 70.0%.
Khi xt v cc v nc tri cy yu thch, kt qu nghin cu th hin r ba v c yu thich ln
lt l cam, chanh dy v du vi s im tng ng 4.28, 3.92, 3.89 im.
Cng theo kt qu nghin cu, a s ngi tiu dng u thy c cc li ch m nc p tri
cy mang li nht l b sung vitamin cn thit (86.0%) cng nh t phm mu tng hp (4.45
im). V vy, ngi tiu dng dn hnh thnh thi quen ung nc tri cy t nht 1 ln / ngy
(24.4%) hoc 2 - 3 ln / tun (23.5%).
i vi nc p tri cy cha sa, sn phm ca Vinamilk tip tc chim lnh th trng nc tri
cy cha sa vi sn phm Vfresh Smoothies Cam Sa (52.2%). i th cnh tranh vi sn phm
ny ca Vinamilk l nhn hiu Nutriboost ca Cocacola vi 42.4%.
D c thm thnh phn sa, nhng ngi tiu dng vn nhn nh c li ch ca sn phm
nc ny nh l sn phm nc tri cy bnh thng - B sung thm Vintamin (94.5%) v t
phm mu tng hp (4.45 im). Tuy nhin, cng c s khc bit khi l do nhm ngi tiu dng
chn sn phm nc tri cy cha sa cng v mi v thm ngon (71.0%). V vy, i vi nhm
tiu dng ny, mc thng xuyn s dng cng gn tng t l 1 ln / tun (25.1%) hoc 2 - 3
ln tun (23.5%).
Khi xt v mi v a thch, ngi tiu dng quan tm n sn phm c v sa nh v vn u tin
v tri cy nhiu hn. V cam v du l hai v c a chung nht vi dng sn phm ny.
i vi c nc p tri cy v nc tri cy cha sa, dng bao b giy vi dung tch t 221 500 ml c nhiu ngi s dng. a im c mua nhiu nht l siu th vi 55.5%, tip n
l tim tp ha vi 28.1%.
2.1.3. i th cnh tranh
Nuocep.vn
S mnh: vi thng ip Good Juice, Good Life, chui ca hng nc p ng chai giao
tn ni NuocEp.vn mong mun gip cho bn c 1 c th kho mnh bng Nc p nguyn cht
100%, SCH, ngun gc tri cy Vit Nam. T bn s lm vic hiu qu hn, chm lo cho
ngi thn tt hn, v tn hng cuc sng trn vn tht s. C sc kho l c tt c.
Tm nhn: NuocEp.vn s tr thnh chui ca hng Nc p NHIU A IM NHT,
v cung cp hn 20.000 chai Nc p mi ngy cho ngi dn Vit Nam. Gip c cho tht
nhiu ngi Vit Nam kho mnh, tn hng cuc sng trn vn, gp phn xy dng x hi
giu mnh hn. Quan trng nht l gii quyt c u ra cho Tri Cy Vit Nam gip cho b
con nng dn. i ng NuocEp.vn rt au lng khi mi nm c cc tin tc v da hu b cho
tru b n, nng dn tht ma, mi ngi hy gp sc gii cu da hu, gii cu vi,
gii cu . v.v . Trong khi ngi dn Vit Nam phi n ung nhng th C HI t Trung
Quc nhp qua, cn nhng tri cy sch, ngon li i XUT KHU nc ngoi. KHNG TH
CHP NHN C. NuocEp.vn phi lm cho ngi Vit Nam c hng tri cy SCH ca
ngi Vit Nam, iu hng c nng dn trng trt tiu chun SCHv c tm. V gii quyt
c u ra, gip nng dn Vit Nam m no hnh phc.
IM KHC BIT ca chui ca hng nc p ng chai giao tn ni NuocEp.vn:

1. Cng ngh p lnh su Cold Pressed t M: gip gi trn vn vitamin v dinh

dng gp 150% so vi nc p thng thng. M v nc p vn ti ngon nh mi vi
thi gian lu hn.
2. Khng ng, khng cht bo qun, p v bn trong ngy, m bo hng v ti
mt ngon ming, v ngt tinh khit t tri cy t nhin tht s. NuocEp.vn cam kt khng
bao gi bn sn phm qua 24h, chng ti th b ch nht nh phi bo v sc kho
ca bn v uy tn - cht lng ca Thng Hiu NuocEp.vn
3. Tri cy SCH 100% ngun gc hon ton Vit Nam: tri cy ngun gc vn r
rng, ca nng dn min Ty v min ng,NuocEp.vn ch bn cc sn phm t tri cy
Vit Nam gip nng dn Vit Nam, gip cho bn c ung nhng sn phm ngon
cht lng t t m Vit Nam. Ton b tri cy c tuyn la k, ra sch qua nc
mui v my Ozone, ra li di vi nc mnh, p tht LNH sau mi P, ng
cng ngh p lnh su nhm gip bn c tn hng hng v ngon ming, dinh dng v
an tm nht.
4. Giao tn ni trong ni thnh di 30 pht, cc k tin li v bn khng phi i
lu c trn tay 1 chai nc p CC ngon ming, CC sch v CC dinh dng.
Nc p Bidrico
Nc p tri cy A*nuta c sn xut trn dy chuyn tin tin, khp kn hon ton t
ng ca chu u.
- c chit xut t cc loi tri cy thin nhin, sn phm nc p tri cyA*nuta vi nhiu
4

hng v gip ngi tiu dng d chn la theo khu v, b sung vitamin cn thit cho c th,
mang n cho bn ln da ti mt, mn mng, c bit trong Nc p tri cy A*nuta c cht
x, c tc dng h tr cho ng tiu ha.
Cc loi sn phm nc p tri cy gm
Nc Cam p
Nc Chanh dy p
Nc Me p
Nc To p
Nc Xoi p
Nc Khm p
- Sn phm cht lng cao, mu m a dng v gi c ph hp, phc v mi i tng, c
bit l ph n.
Phn phi online: c ring trang web, giao hng tn ni
1. Khch hng
Hc sinh, sinh vin, gii tr ni chung
Cc b ni tr, h gia nh c nhu cu ln v sn phm sch 100% t nhin.
Ngoi ra cn hng n khch hng c thu nhp n nh v quan tm n vn sc khe:
nh nhng ngi i lm, gii vn phng.
V l sn phm cung cp nhiu vitamin cn thit cho qu trnh lm p nn cn ch trng ti
phn on khch hng l n gii.
L nhng ngi bn rn, khng c thi gian t chun b ung ti nh.
Tp trung ch yu ti cc thnh ph ln
Phn tch nhu cu ngi tiu dng
Nhu cu s dng cc sn phm ung sch, lm t 100% tri cy ti v tt cho sc khe
Cch thc mua hng n gin, thun tin, t bit nhm vo mua hng online.
Gi c hp l
Nuocdetox.com
Cng ty chuyn cung cp nc ung detox gip gim cn v thanh lc c th. C tc dng m
bo sc khe v lm p mi ngy
Danh mc sn phm : Detox water, detox burning fat, detox refresh.
Sn phm c lm theo cng thc nc ngoi.
Gi sn phm:

Loi 1: 29.000 ng/bch: t 2 mi tri cy.

Loi 2: 35.000 ng/bch: t 3 n 4 mi tri cy
Loi 3: 40.000 ng/bch: t 5 n 6 mi tri cy
2.1.4. Ma trn SWOT

im mnh
im yu
Sn phm c sn xut trc tip, c
Quy m sn xut cn hn ch nn
nhn ha
cha p ng c ht nhu cu
Phng thc kinh doanh hng ti
khch hng
Gi c cha ti u ph hp vi
sc khe con ngi v mi trng
S dng phng thc bn hng
mt s i tng khch hng c nhu
cu.
thng qua apps mobile
C hi
Thch thc
Lng khch hng tim nng ln c
Cnh tranh vi mt s thng hiu
xu hng s dng cc sn phm tt
nc p tri cy nguyn cht c mt
cho sc khe.
trn th trng Vit Nam
Th phn ca ngnh ung pha ch
Thi quen s dng ung ng
khng cn c mc tng trng u
chai tin li.
m bo cht lng v ngun gc
n v c du hiu ngy gia tng
u vo nguyn liu phong ph, c
nguyn liu u vo
bit l Vit Nam ni chung v Tp
H Ch Minh ni ring.
Cha c nhiu ca hng online ti
u
T phn tch ma trn swot, chng ti nhn thy sc hp dn t c hi th trng l rt ln. ng
thi vi im li th ca doanh nghip th mc kh thi ca d n l tng i cao. Do ,
chng ti quyt nh pht trin sn phm nc tri cy h tr gim cn v tr liu YOMI
2.2.

Nhu cu ca khch hng

Ch gim cn ca ngi Vit

42% ngi Vit quan tm n hnh dng c th h v 53% ngh rng h hi d cn.Vy ngi
Vit Nam thc hin ch gim cn nh th no? Hy cng tm hiu trong bo co kho st ca
Q&Me nh.

79% ngi Vit quan tm n hnh dng c th ca h v 53% ngh rng h hi mp.
65% ngi c kinh nghim trong vic gim cn
3-5 l s k ph bin nht m h gim
Bng l phn m mi ngi mun gim nht
n ng Vit Nam gim cn bng cch tp th dc trong khi ph n Vit Nam gim cn bng
cch qun l ch n ung.
2.3.

Phn khc khch hng mc tiu

Tiu ch
tui
Thu nhp
Tng lp x hi

18-25
<=5 triu ng
Bnh dn

26-35
5-10 triu ng
Trung lu
7

36 tr ln
>=10 triu ng
Thng lu

Li sng
a l
Ngh nghip

2.4.

Hin i-lnh mnh

Thnh th
Nhn vin vn phng

Truyn thng-bo th
T do-phng khong
Ngoi
Nng thn
Ngi mu, PG cng
vic lin quan n ngoi
hnh

Chn dung khch hng mc tiu

tui 36 tr ln
Thu nhp >= 10 triu ng. Thuc tng lp thng lu
Li sng lnh mnh=> quan tm n vn sc khe v lm p
Phong cch sng hin i-nng ng
Thch luyn tp cc mn th dc th hnh nh Gym, Aerobic, Yoga
Cng vic i hi cao v ngoi hnh, c nhu cu gi gn vc dng v theo ui ch
gim cn.
Sng ti khu vc thnh ph H Ch Minh

3. CHIN LC PHT TRIN SN PHM MI

3.1.

Phn tch v th v mc tiu chin lc

T cc phn tch phn 2, c th thy hin ny trn th trng c nhiu c s kinh doanh
trong th trng m doanh nghip ang mun hng ti. Hn na, thi gian hot ng v nhm
khch hng ca nhng c s ny t nhiu c s n nh. Tuy nhin, trong ngnh vn cn tn ti
nhng nhm khch hng chuyn bit m n qu nh i th quan tm. Nhm nh ny c xu
th n nh v sn sng tr gi cao hn trung bnh ngnh.
Mt khc, YOMIJUICE l mt c s mi thnh lp vi mc tiu chin lc i mi sn phm
vi hiu sut cao. Chng ti l trong nhng ngi tin phong pht trin dng sn phm nc
ung tr liu_detox thi c v nc tri cy h tr gim cn.
Tm li, chng ti l mt doanh nghip mi ang tm v th ca mnh trn th trng nc ung
ni chung v nc ung t tri cy ni ring. Vi nhng ci tin v i mi khc bit ha sn
phm ca mnh, chng ti la chn chin lc ngch cho giai on pht trin u tin ca mnh.
3.2.

Chin lc pht trin sn phm mi

Mc tiu l tng th phn cho YOMI, c th l:

Chia s th phn t i th bng cch gii thiu gi tr cao hn ca sn phm cng vi
truyn thng.
Pht trin tng th trng bng cch tng nhn bit v loi sn phm v thuyt phc.
3.2.1. V th chin lc pht trin sn phm mi
Vi v th cnh tranh ca doanh nghip phn tch trn, chng ti la chn chin lc phn
cng cho chin lc pht trin sn phm mi ca mnh. C th l chin lc to s khc bit.
8

3.2.2. Chin lc sn phm v th trng

Chng ti cung cp sn phm c ci tin cho th trng hin ti. Do da vo ma trn
Ansoft, chin lc ca sn phm v th trng s l Pht trin sn phm
Sn phm c

Th trng
c

Th trng
mi

Sn phm mi

Thm nhp th trng

(Market Penetration)

Pht trin sn phm

(Product Development)

Pht trin th trng

(Market Development)

Khc bit ha

(Diversification)

3.2.3. Chin lc danh mc sn phm

Tc tng trng ngnh l 8.2%. T ma trn BCG c th kt lun
Chin lc Xy dng Build( du hi): cn u t cng c v tip tc tng trng th
phn
YOMI l mt s s kinh doanh mi khi to, do chng ti quyt inh hn hp sn phm
sn
Tngltrng
phm n (single product).
8.2%
High

Tc tng trng

Low
Low
Th phn
3.3.

High

Chin lc thng hiu (kin trc thng hiu: cy d, dng, c lp, bo

tr)

YOMI

YOMI DETOX

YOMI JUICE

Detox water

Juice
Original

Green Smoothie
Mix
Juice

3.4.

iu l i mi sn phm (PIC)

3.4.1. Background
Th trng ton cu:
Cc nghin cu th trng mi nht cho thy thc ung tri cy ngy cng c a chung. Tc
tiu dng nc p tri cy bnh qun u ngi tng nhanh so vi thc ung c gas. C 10
10

ngi, c su ngi chn nc ngt khng gas. Kinh doanh nc p tri cy tr thnh lnh vc
kim tin bo b.
Vi lch s pht trin ch mi ba thp k, th phn nc p ton cu t gn gp i th phn tr
v doanh s bn ca nc p tri cy cao hn ton b doanh s bn ca ngnh cng nghip cola.
Bo co mi y ca cng ty nghin cu th trng hng u Global Industry Analysts Inc (GIA)
ch ra th trng nc p tri cy v rau qu s t 72,29 t lt n nm 2017.
Th trng trong nc
Vit Nam cng khng nm ngoi quy lut. Hip hi Bia - Ru -Nc Gii kht Vit Nam
(VBA) cho bit sn xut ung Vit Nam nhng nm gn y tng trng u n. Nm 2012,
tng sn lng nc gii kht ton ngnh t 4,226 t lt. Doanh thu sn lng ung, nc
gii kht ngnh t 7 t USD.
Theo nghin cu mi nht ca Cng ty Nghin cu Th trng W&S, ngi tiu dng la chn
nc p, nc tri cy cha sa t 62% - cao hn so vi tiu dng nc gii kht c gas
(60,6%). Dn chng vng thnh th nh H Ni, Thnh ph H Ch Minh u c nhu cu cao
nc p tri cy.
Theo tin tc ca B Cng Thng (2012), cc nh phn tch cng nghip ton cu (GIA) d bo
th trng nc p tri cy v rau qu s t 72.79 t lt n nm 2017. S tng trng trong
ngnh ny ph thuc ch yu vo vic ngi tiu dng ngy cng quan tm n ung c li
cho sc khe. y l tn hiu ng mng dnh cho cc nh sn xut nc p tri cy t nhin
Cng theo kt qu nghin cu, a s ngi tiu dng u thy c cc li ch m nc p tri
cy mang li nht l b sung vitamin cn thit (86.0%) cng nh t phm mu tng hp (4.45
im). V vy, ngi tiu dng dn hnh thnh thi quen ung nc tri cy t nht 1 ln / ngy
(24.4%) hoc 2 - 3 ln / tun (23.5%).
Mi quan tm v gim cn v hnh th
Ch gim cn ca ngi Vit
42% ngi Vit quan tm n hnh dng c th h v 53% ngh rng h hi d cn.
79% ngi Vit quan tm n hnh dng c th ca h v 53% ngh rng h hi mp.
65% ngi c kinh nghim trong vic gim cn
3-5 l s k ph bin nht m h gim
Bng l phn m mi ngi mun gim nht
n ng Vit Nam gim cn bng cch tp th dc trong khi ph n VIt Nam gim cn bng
cch qun l ch n ung.
Hin nay trn th trng c rt nhiu sn phm nc p tri cy sn xut theo quy trnh cng
nghip nh Vfresh, Nutri, Teppi, Tropicana... v cc sn phm ch bin th cng, c c bn hng
trn website nh Nuocep.vn, A*nuta. Nhng, nhu cu v nc p vn cha c p ng nn
y l c hi cho chng ti tham gia vo ngnh nc p tri cy vi im khc bit l loi
thc ung c iu ch theo th trng, thch ca khch hng v nhm n phn khc cao cp.

11

3.4.2. Focus
Yomi l thng hiu cao cp, uy tn v nhn c s cng nhn ca khch hng. Sn phm ca
Yomi l sn phm nc p tri cy rau c vi cht lng cao, s dng cc cng ngh, phng
php k thut hin i, m bo v mt dinh dng, tnh c nhn ha cao, tnh nng ti u h tr
tt cho qu trnh lm p, gi gn, bo v v nng cao sc khe. Sn phm c cung cp cho
khch hng bng cc phng tin tin li, ng dng mua hng hin i, nhanh, gn, tit kim thi
gian.
Yomi s tr thnh thng hiu dn u trong th trng nc p dinh dng cao cp trong vng 2
nm. Khng ngng ci tin, cp nht phng php, cng ngh, k thut, gi vng v nng cao v
th trn th trng.
3.4.3. Goal_objective
Mc tiu ngn hn (t ngy 15/09/2016 n ngy 15/06/2017)
m bo 90% khch hng mc tiu bit n sn phm vi nhng u th vt tri nh:
nhanh chng, ti sch, tt cho sc khe
Pht trin knh phn phi online phi bao ph c cc mng x hi nh intergam,
facebook
Trang fanpage v web hot ng mnh m, content phi c cp nht thng xuyn, i
mi hp dn
a dng ha cc loi sn phm
Lin kt cht ch vi nhng ngi nng dn ch ng trong ngun cung ng tri cy
sch.
Mc tiu di hn
nh v c trong tm tr ca khch hng l nc tri cy YOMI mng m tnh c nhn
ha mi sn phm s i din cho tnh cch, cng nh s thch ca tng ngi
Phn u t li nhun l 25%/nm
Nc tri cy YOMI s c phn phi ti cc siu th ln nh coop mart, Big C,
V tr dn u v nc tri cy nhanh chng v mang m tnh c nhn ha
Doanh nghip s u t c mt nng tri ring m bo cung ng ngun tri cy sch
o lng v nh gi cc mc tiu ny
Cc mc tiu ngn hn
Lm bn kho xc xem nhn bit ca khc hng v nc tri cy YOMI, cng
nh bao ph knh online
Mc tiu di hn
Cn c vo bn bo co ti chnh cui nm, theo tng nm xem xt mc tiu li
nhun c t c 25%/nm.
Cng tng t lm bn bo co knh phn phi sn phm,
3.4.4. Guideline
Mt s quy tc rules of the road c th p dng vo sn phm:
1. Your job is not to work alone lone wolves starve to death
12

2. Youor job is to build containers for collaboration

3. You need three groups of people
4. You need your posse (partners, colleagues, team)
5. You need your tribe (followers, fans, customers, clients)
6. You need your dream team (advisors, coaches, mentors)
7. Stop letting fear make your decisions for you
8. Learn to love the verb Decide
9. Make more decisions
10. Make faster decisions
Quy nh do tnh hnh hoc bi qun l cp trn
1.
2.
-

QUY NH V VIC S DNG THIT B, MY MC

Trnh t vn hnh my phi tun th nghim ngt, ng tc thc hin phi chnh xc.
Kim tra v sinh my trc khi vn hnh.
Khi ra v hoc kt thc vic sn xut phi tt ht my do mnh s dng.
QUY NH V V SINH
Trong lc sn xut, phi s dng y trang thit b, phng tin dng c ca cng
ty.
- Gi gin sch s khu vc ch bin v nhc nh mi ngi gi gn v sinh , khng an
ung trong phm vi lm vic.
- Vi cc thit b p lc phi c giu php s dng mi c s dng
3. QUY NH V QUY TRNH SN XUT
- Qun l Gim st cht ch quy nh sn xut, ng gi, bo qun v vn chuyn sn
phm
- Sp xp hng ha, sn phm trong kho phi gn gng, sch s.
- Khi xut hng phi ghi chp thng tin y v phi c c ch k nhn hng ca
khch.
- Lin tc cp nht thng tin ln website v cc phng tin truyn thng khc.
- Kim tra thng xuyn cc nh phn phi v cht lng nguyn vt liu vo kho
- Sn xut ng theo cc tiu chun kt hp cc nguyn liu s dng ra
- ng gi bao b, ng l ty theo quy cch sn phm ng k
4. QUY NH V BO QUN SN PHM
- Mi sn phm u phi c lu gi, bo qun trong mt khu vc ring, nh du r
rng
- Cc sn phm tn phi c vo ngn t ng.
- ng sn phm trong chai cps np y m bo v sinh.
Tnh i mi
-

Lun ci tin cng thc sn xut ch bin sn phm c mi v, kiu dng, mu sc hoc
hnh dng tt hn
- Tm kim phng php gip bo qun d hn
- Lun m bo c sn hng giao ng hn hoc lng khch hng
- Lun tng tc, gii p thc mc ca khch hng, cp nht app v cho vo app nhiu
cu chuyn thnh cng hoc cm ngh ca khch hng.
- To cc cuc thi, cc tr chi giveaway to dng cc mi quan h v khin cho mi
ngi c th to dng mi lin kt.
Yu t khc
13

Trnh cnh tranh vi cc cng ty qu mnh trn th trng hin nay nh : Vfresh,
tropicana,v vi d sao chp nn c nguy c cnahj tranh rt cao
Nhn ra c im yu: app cha cp nht kp thi mt s tnh trng sc khe ca
khch hng, thi gian ch bin sn phm lu v cha c sn cng thc

4. SNG TO TNG V KHI NIM SN PHM

4.1.

Khi nim sn phm

Gi vc dng

Nc Detox v nc
p nguyn cht

B sung vitamin
p lnh su
ng dng bn hng
trc tuyn

4.1.1. Sng to khi nim

4.1.1.1.

c im sn phm

Danh mc sn phm:
Nc p ha qu
Nc detox

Dung tch:
Nc p hoa qu: 220ml
Nc detox: 500ml
Bao b: ng chai thy tinh/ ng chai nha ti ch

4.1.1.2.
-

im khc bit

Cng thc t chn p ng ti a s thch c nhn

Ch bin v tiu th ngay m bo ti mi v cht lng
ng dng cng ngh k thut s trong qui trnh bn hng.

4.1.1.3.

Thng hiu:

Tn thng hiu: YOMI

Slogan: You are also mine
Mu sc thng hiu: mu xanh l m
14

4.1.1.4.
-

H tr gim cn
H tr qu trnh dng da, lm p da
B sung vitamin mt cch t nhin v an ton

4.1.1.5.
-

Cng dng

Hnh thc sn xut/kinh doanh

Kinh doanh thng qua h thng bn hng trc tuyn

Giao nhn trc tip ti ni khch hng yu cu
Sn phm c ch bin ngy sau khi khch hng gi n hng

4.1.1.6.

Cu trc sn phm

Gi tr ct li: Cung cp nc ung thi c (detox) h tr gim cn v tr liu c pha

ch theo cng thc ring cho n gii bt u bc vo tui trung nin vi nguyn liu
cao cp.
Dng: Dng cu ngh p lnh su gip gi nguyn vitamin. c ng gi trong bnh
nha cng an ton thc phm v thn thin vi mi trng
Yu t gia tng: Cung cp ng dng theo di ch s c th v ngh thc n ung
thch hp cho tng th trng
Nhu cu b sung vitamin v cht s h tr cho qu trnh gim cn, lm p cho nhng
ph n-bt u bc vo tui trung nin vi cuc sng bn rn-c p ng bng
cc sn phm nc detox v nc p nguyn cht thng qua ng dng bn hng online
c bit ha theo c tnh ca tng khch hng.
4.1.2. Phn tch thuc tnh
Da vo khi nim sn phm, chng ti la chn 3 thuc tnh sau cho vic phn tch:
Dung tch: 500ml=1, 1000ml=0
V: Ngt=1, Chua = 0
Loi: Lnh=1, Khng lnh=0
Chng ti tin hnh kho st nhanh trn 50 p vin c lp v sn phm m chng ti ang
tin hnh pht trin. Kt qu c trnh by nh sau:

15

Vi kt qu trn chng ti tin hnh phn tch s liu v nhn c kt qu nh sau:

Vi mc ngha l 0.5. T bng kt qu ta thy Sig(dung tch)=0.763 v Sig(Khu V)=0.789

>0.5.
Vy Dung tch v khu v khng c s tc ng n la chn mua hng ca khch hng.
T ta c c phng trnh nh sau:
im nh gi = 29.333 0.164DT 0.82 KV 0.328L 0.608H

16

5. NH GI KHI NIM V NH GI
5.1.

Phng php nh gi khi nim.

5.2.

Qu trnh thc hin pht trin khi nim mt cch c th.

5.3.

Kt qu nh gi khi nim (chn ra 1 khi nim tt nht)

6. THIT K SN PHM
6.1.

Thit k h thng nhn din thng hiu.

Logo:

Website

Facebook

17

6.2.

Chiu di, chiu rng, chiu su ca hn hp sn phm.

YOMI

Thi c-Gim cn
Detox

Lm p-Vitamin
Juice

Detox water

Juice
Original

Green Smoothie
Mix
Juice

6.3.

Thit k sn phm:

nh hng thit k: nh hng ngi tiu dng

Kch thc: 16.5x9.5, th tch l 500ml

18

 Nhn gn vo sn phm

19

6.4.

Thit k dch v i km vi sn phm

20

Giao din ca ng dng h tr dch v bn hng

7. TH NGHIM TH TRNG
7.1.

Phng php th nghim th trng.

Vi c tnh sn phm cng nh ngun lc ca nhm hin c, chng ti quyt nh th nghim

sn phm bng phng php bn hng gi lp
Trong thi gian thc bch, gi, kh nng hu dng cao ng thi y l sn phm c tn sut mua
cao nn chng ti la chn phng php th nghim m phng th trng bng cch To ra mt
mi trng mua sm v ghi nhn c bao nhiu ngi tiu dng mua sn phm mi v cc sn
phm cnh tranh.
7.2.

Qu trnh th nghim.

Bc 1: Chn cc i tng khch hng tui 36 tr ln c nhu cu gi gn v duy tr sc khe,

nhan sc v vc dng.
Bc 2: thc hin mua hng t cc loi sn phm trn app m phng, nhng ngi chn thng
hiu cnh tranh c nhng mn hng min ph
Bc 3: sn phm mi c khch hng em v nh s dng
Bc 4: Lin h khch hng o lng phn ng i vi sn phm, nh mua li ca h
7.3.

Kt qu th nghim th trng.

1. 8/10 ngi khng hiu r/khng bit cch to ra loi thc ung cho ring mnh
2. 6/10 ngi hi lng vi hng v u tin m h to ra
3. a s khng bit lm g vi ch tri cy tha
7.4.

Tnh dung lng th trng, th phn c kh nng t c.

t 100 chai mt ngy. Tng ng 750 lt 1 thng.

21

8. LP PHNG N KINH DOANH

8.1.

u vo (nguyn vt liu, lao ng)

8.1.1. Nguyn vt liu

Sau y l nh cung cp chnh nguyn vt liu:
Hoa qu s c thu ma t mt s i l uy tn trn a bn thnh ph H Ch Minh . D
kin giai on u s s dng cc loi tri cy ni a, gn gi vi ngi tiu dng: cam,
chanh, bi, du lt
Mt s nguyn liu khc nh mt ong s c mua trc tip t ni sn xut v chuyn t
H Ni vo vi cc loi mt ong nhn, caf
Nc s dng trong ch bin v sn xut l nc c x l qua h thng lc than hot
tnh v xp s, cng ty ng thi cng un xi v x l trc khi tin hnh pha ch.
Chai l c sn xut vi loi nha bn, an ton thc phn. Do , bao b c th thu hi v
ti s dng vi gi thnh l 40.000ng/bnh
Nhn sn phm 300ng cho mt tag v 1000 cho mt nhn dn logo decal
8.1.2. Lao ng
Vi vic tn dng ngun nhn lc sn c ca cng ty nn khng mt chi ph cho vic o to.
Hn na, cng ty ch yu pht trin ti a bn TP HCM nn vic giao nhn hng ha s c
thc hin thng qua h thng gia hng Grab bike. Nn doanh nghip khng phi lo lng hay mt
chi ph nhiu cho nhn vin giao hng.
8.2.

Cc chi ph d tnh

BNG CC CHI PH BAN U (D kin)

STT
1

Khon mc
S tin
Thit b ch bin c bn
1 500 000
C s vt cht c bn
5 000 000
Thit b vi tnh
5 000 000
Tng cng
16 500 000
BNG C TNH CHI PH 6 THNG HOT NG
STT
1
2
3

4
5
6
7

Khon mc
Qung co
in nc
Nguyn vt liu
- Tri cy ti
- Ph liu
Bao b
Chi ph giao hng
Chi ph bo qun
Cc khon khc
Tng

S tin
20 000 000
6 000 000
90 000 000
18 000 000
36 000 000
10 800 000
6 000 000
3 000 000
189 800 000

22

8.3.

K hoch y t, huy ng vn:

8.3.1. K hoch u t
Theo bng phn tch, t ngy 1/9/2016 cng ty cn 16 500 000 u t mua sm trang thit b.
Ti ngy 15/9 cng ty cn 189 800 000 u t vo ti sn lu ng. Do , d n ch u t
mt ln duy nht trong thi gian hot ng cng ty d kin s khong pht sinh ti sn c nh m
ch pht sinh ti sn lu ng.
8.3.2. Huy ng vn
Hin ti d n c 5 thnh vin ng gp vn vi mc c th tha thun. Theo tha thun,
vn gp chia thnh 2 ln nh sau
STT
H v tn
t 1 (1/8/2016)
t 2 (1/9/2016)
1
Trn Th Hng Nhung
10 000 000
10 000 000
2
Tng Hoa Thin
10 000 000
10 000 000
3
L Trn T Nh
10 000 000
10 000 000
4
Phm Hng Pht
10 000 000
10 000 000
5
Nguyn Th Phng
10 000 000
10 000 000
Ngoi ra chng ti, tin hnh ku gi v huy ng vn t mt s nhn vt thn cn b p cho
lng vn thiu ht cn li v s c b sung vo t 2.
8.4.

nh gi cho sn phm

ST Sn phm
Gi thnh (t chn) Gi
thnh
T
menu)
1
Detox
40 000
30 000
2
Green Smoothie
45 000
35 000
3
Nc p (Original)
20 000
20 000
4
Nc p mix
30 000
25 000
Ngoi ra, cng ty p dng chnh sch thanh ton nh sau:
-

(set

Gim 10% cho n hng combo 5 sn phm c hn 2 loi tri cy trng nhau.
8.5.

Chin lc v k hoch pht trin knh phn phi ca nc Detox Yomi

8.5.1. Qun l v xy dng h thng knh phn phi:

- Yomi chn chin lc pht trin knh phn phn c chn lc.
Giai on 1: T thng 10/2016 n thng 4/2017 phn phi trc tip
Ch yu pht trin knh phn phi online.
Giai on 2: t 4/2017 n thng 4/2018: pht trin v knh online v offline.
Knh offline chn knh hin i v ch chn nh phn phi c quyn l coop mart.
Cc nh siu th coop mart ti thnh ph h ch minh c sn phm detox yomi l:
SIU TH CO-OP MART AN NG
a ch: 18 AN DNG VNG, P.9, Q.5, TP. HCM
SIU TH CO-OP MART BMC
a ch: 787 LY BN BCH, P.PH TH HA, Q.TP, TP. HCM
SIU TH CO-OP MART CNG QUNH
23

a ch: 189C CNG QUNH, P.NCT, Q.1, TP. HCM

SIU TH CO-OP MART M SEN
a ch: 3 HA BNH, P.3, Q.11, TP. HCM
SIUTH CO-OP MART INH TIN HONG
a ch: 127 INH TIN HONG, P.3, Q.BT, TP. HCM
SIU TH CO-OP MART HU GIANG
a ch: 188 HU GIANG, P.6, Q.6, TP. HCM
SIU TH CO-OP MART L THNG KIT
a ch: 497 HA HO, P.7, Q.10, TP. HCM
SIU TH CO-OP MART NGUYN NH CHIU
a ch: 168 NGUYN NH CHIU, P.6, Q.3, TP. HCM
SIU TH CO-OP MART NGUYN KIM
a ch: 571 NGUYN KIM, P.9, Q.PN, TP. HCM
SIU TH CO-OP MART PH LM
a ch: 6 B HOM, P.13, Q.6, TP. HCM
SIU TH CO-OP MART PH M HNG
a ch: KDC PH GIA NGUYN VN LINH, P.TN PHONG, Q.7, TP. HCM
SIU TH CO-OP MART THNG LI
a ch: 2 TRNG CHINH, P.TY THNH, Q.TP, TP. HCM
SIU TH CO-OP MART TRN HNG O
a ch: 727 TRN HNG O, P.1, Q.5, TP. HCM
SIU TH CO-OP MART XL H NI
a ch: 191 QUANG TRUNG, P.HIP PH, Q.9, TP. HCM
SIU TH CO_OP MART BNH TN
a ch: 158 NG 19, P.BNH TR NG B, Q.BTN, TP. HCM
SIU TH CO_OP MART NHIU LC
a ch: TRT CC SCREC P.12, Q.3, TP. HCM
8.5.1.1.

Qun l knh phn phi:

H thng hoch nh Ngun lc Doanh nghip Enterprise Resource Planning (ERP): cng c
h tr nhn vin, cho php mng li phn phi ca Yomi ti thnh ph H Ch Minh c th kt
ni thng tin ti trung tm. Thng tin tp trung gip Yomi a ra cc x l kp thi cng nh h
tr chnh xc vic lp k hoch. Vic thu thp v qun l cc thng tin bn hng ca i l c
th p ng kp thi, em li s tha mn cho khch hng cp cao hn.
Yomi s qun l xuyn sut cc chnh sch gi, khuyn mi trong h thng phn phi.

8.5.1.2.

Xy dng mng li phn phi:

Yomi xy dng k hoch marketing trong knh phn phi l nhm cng chng yomi lun
t s quan tm.
Cc knh phn phi ca YoMi s c chit khu cao dao ng t 3% n 5 % ty thuc vo sn
lng knh phn phi tiu th.
8.5.1.3.

i ng qun l v bn hng:

Giai on mt yomi ch yu hun luyn cho nhn vin tip th trn web v xy dng mt i ng
shipper.
24

Giai on 2 th b sung thm ngi qun l chuyn gim st phn phi t yomi n siu th.
8.5.2. K hoch trin khai bn hng:
8.5.2.1.

Mc tiu ca k hoch bn hng:

- Doanh s bn hng ch tiu (Sales quota): mi thng b phn sales phi em v 20 triu
- Phm vi, khu vc bn hng (Sales territory): bn hng trn a bn thnh ph h Ch Minh
8.5.2.2.

Cc chin lc v phng php thu ht khch hng mi

Vt ch tiu hn mc ra mi tun:
+ Gi khng di 50 th cho hng gii thiu sn phm/dch v ti cc khch hng mi.
+ Gi khng di 50 cuc in thoi gii thiu v sn phm/dch v cho khch hng mi.
+ Gp g trc tip vi khng di 10 khch hng mi.
+ To ra khng di 10 xut bn hng.
+ Tin hnh khng di 5 bui gii thiu sn phm/dch v.
Gia tng s nhn thc ca khch hng v sn phm/dch v v gii php
kinh doanh ca bn:
- Gia nhp v tham d vo cc din n lm p, chm sc sc khe
- Tch cc tham d cc hi ch thng mi v hi tho c s gp mt ca khch hng.
- Mua danh sch a ch ca cc hip hi, t chc v gi thip mng hay th cho hng gii thiu
theo nhng a ch ny.
- Ni chung cn tham gia ti a vo cc s kin x hi, xut hin trn bo ch thu ht s ch
v quan tm ca mi ngi.
Gia tng s nhn thc ca cng ng v sn phm/dch v v gii php
kinh doanh ca bn:
- Tham s vo tt c cc s kin do phng thng mi v cng nghip a phng t chc.
- Ch ng tip xc vi t nht 12 t chc khc nhau trong a phng c mi quan tm ti sn
phm/dch v v gii php kinh doanh ca bn. - Dnh thi gian v mt phn ngn sch nht nh
ca bn cho t nht 3 t chc phi li nhun gm qu hc bng thnh ph, qu t v qu bo v
quyn con ngi.- Gia nhp vo lin hip hi ph n Vit Nam
Thu thp li gii thiu t cc khch hng mi:
- Trong vng 30 ngy sau khi cung cp Detox Yomi, ngh mi khch hng mi cho bn bit t
nht 3 ci tn v s in thoi ca nhng ngi m h bit rng c th s s dng detox yomi v
gii php kinh doanh ca bn.
8.5.2.3.

Cc chin lc v phng php i vi nhng khch hng hin ti

To ra mt chng trnh lin lc thng xuyn:

- Lin h vi tng khch hng hin ti t nht 1 ln/thng, a ra nhng ngh mi m h khng
th nhn c t bt k ai khc.

25

Thc hin email-marketing, vo cc dp khuyn mi, hay c bt k chng trnh no th bn cn

email cho khch hng thn thit. mt thng bn s hi khch hng v cn nng ri tnh ch s gi
ngc li vi nhng li nhn nh
- Xy dng cc bn tin hng thng tht hp dn.
- Xy dng cc nhm s dng (user-group) trong c s d liu khch hng hin ti ca bn.
- T chc cc bui tranh lun trc tuyn hay ngoi tuyn cho cc khch hng hin ti.
- Mi t nht 3 khch hng hin ti ca bn i n tra v mi mt khch hng mi cng tham gia.
iu tra, thm d trong s cc khch hng hin ti:
- Hi kin nhng khch hng thn thit v sn phm detox ca mnh vi nhng sn phm khch
hng tng x dng n nh th no, v khch hng th thng thc 1 detox nh th no
phc
v
khch
hng
tt
nht
- Yomi s thc hin mt chng trnh mang tn kt ni, nu khch hng gii thiu thm bn b
th s c tng km thm nhng chin ti handmade.
8.6.

Chin lc truyn thng marketing

Nhm cng chng mc tiu: Nhng ngi ph n hin i c thu nhp cao tui t 30
n 55 tui v sng ti thnh ph H Ch Minh.
- Mc tiu:
Pa (nhn bit SP/TH) t 40%
PP (yu thch SP/TH) t 70%
Bi ( nh mua) t 55%
Pe&u (tri nghim-mua dng) t 38%
-

Chin lc v phng php

+ Pa
Yomi chy qung co trn Facebook v facebook s tip cn nhm khch hng mc tiu.
Vit nhng bi PR ng ln facebook ni v gim cn khng lnh mch, nh hng nghim trng
n sc khe c bit l nhng ngi sao ni ting gim cn bt chp li nhng hu qu nghim
trng nh:
Christie tng gy ti mc khng th t i c. Cc bc s cng ngc nhin ti sao vi thn hnh
ch da bc xng, c vn ng c v cn sng.

26

Christie Swadling trc v sau khi gim cn qu . nh: Barcroft Media

Christie Swadling, hin 18 tui, n t New South Wales, Australia, tng l mt VV chy
ng di c nng lc v tng tham gia nhiu cuc thi trong vng v cc khu vc khc quanh
Sydney.
Nhng ch v mun c thn hnh chun nh siu mu Miranda Kerr, Christie p dng ch n
ung ch c 200 calories mt ngy. Kt qu l, c tr nn yu n mc khng th i li c v
tng ng qu trong mt ln c chy.
Tng nhng bi vit trn ta khng nh p khng th bt chp vy liu php no an ton cho
bn. Yomi vi nc Detox gim cn gi dng an ton.
Chy qung co trn google adword tng s tim kim
+ Pp
Trong bi PR tao lng vo yomi c nhn ha khch hng, khi s dng Detox yomi bn s tri
nghim chnh tnh cch ca bn. V bn l ngi chn sn phm ra n.
+ Bi
Yomi s t cuc thi mang tn: Beaty Natural truyn t thng ip to ha to ra mi
chng tao u c nhng im c bit, v vy bn khng cn phi c gng ging bt k ai. Khch
i, hy sng tht khe tht vui nh.
Cuc thi ny s pht ng t thng 10/2016 n 11/2016. Cc bn gi nh tham d vi nhng
bc nh vui u, t nhin. cc bc nh ny c ng trn trang web ca yomi, bc nh no
c like v share nhiu nht s t gii. Vi 1 ln share c tnh l 5 ln like.
+ Pe&u
27

Detox YoMi ngoi gim cn cn hng n bo v mi trng, mi khch hng s dng chnh l
gp phn bo v mi trng. thng ip ny c qung co trn Facebook. Ti im bn hng
s thc hin marketing shopper

9. TUNG HNG
9.1.

Tuyn b chin lc nh v v kin trc

9.2.

nh v

YomiJuice l thng hiu nc p tri cy cao cp v uy tn Vi t Nam.

YomiJuice s dng nguyn li u t cht lng cao, k thu t hin i v mang m tnh
c nhn ha to ra nhng sn phm h tr ti u qu trnh lm p v chm sc sc
khe.
YomiJuice cung cp sn phm qua ng dng mua hng hin i, d dng v nhanh chng.
YomiJuice s khng ngng ci tin, cp nht phng php, cng ngh k thut tr
thnh thng hiu dn u trong th trng nc p dinh dng cao cp ti Vi t Nam.
9.2.1. nh v khc bi t

Nc p nguyn cht vi cng thc dnh ring cho bn.

T ch s c th ca mi khch hng, YomiJuice s to ra cc cng thc ring bi t, mang
m tnh c nhn v ph hp vi tng mc ch s dng ca khch hng thng qua ng
dng thng minh Lets Yomi trn smartphone.
9.2.2. Danh mc sn phm

- Nc detox
- Nc p tri cy
9.3.

Mc tiu v cc chin lc

9.3.1. Mc ch:

Vi nhng c tnh ni tr i v khc bi t ca sn phm, YomiJuice mong mun s hp dn

c th trng mc tiu (phn khc cao cp). a sn phm mi vo cu c sng v
thuyt phc khch hng s dng. To tin nghin cu v pht trin cc sn phm,
dch v i km. Tm kim cc i tc kinh doanh mi nhm gia tng c h i u t.
28

9.3.2. Mc tiu:

Chinh phc nhng khch hng ng cp. Hn 40% ngi tiu dng mc tiu bit ti sn
phm sau chin dch truyn thng u tin.
- Mc tiu bn hng ra trong nm 2017 l 100 000 sn phm, khng nh v th
dn u trong phn khc th trng cao cp.
9.3.3. Cc chin lc

Thc hi n trong khong thi gian 1/10/2016 31/3/2017 (6 thng), y l giai on cc

ch em ph n quan tm n gim cn, chm sc sc p khi dp Tt Nguyn n ang
n gn.
Giai on 1: Trc
khi tung sn phm
(1/10/2016
15/11/2016)
Mc tiu:

Giai on 2: Tung sn Giai on 3: Sau khi tung

phm

(15/11/2016

sn phm (1/12/2016

1/12/2016)

31/3/2017)

Mc tiu:

Mc tiu:

Dn dt cu chuy n To tnh lan truyn trong Mua v s dng nc

v nc detox.

th trng mc tiu v detox YomiJuice nhiu v

Hnh thc:

ginh th phn.

thng xuyn hn.

Editorial

Hnh thc:

Hnh thc:

Forum seeding

Hp bo ra mt sn phm Digital marketing

Sampling

SEO + Keywords + Ad

Launching

Words

Digital marketing

Printad

SEO + Keywords + Ad POSM

Words

Trade marketing

Printad

Fanpage + forum seeding

Advertorial
POSM
29

Trade marketing
Fanpage + forum seeding

30

9.4.

i th cnh tranh

Chin lc tung hng ca FatBlaster Coconut

Trc khi tung hng:
S
T
T

C
h

T T T T T T3

1 1 1 1 2

0 1 2

n
g
tr
n
h
Chng

1
2

3
4
5
6
7
8

trnh
Editorial

Forum
seeding
Fanpage
Hp bo
Launching
Sampling
Digital
marketing
SEO
+
Keywords
+

9
1
0
1

1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2

Ad

Words
Printad
Advertori
al
POSM

1
1
2
1
3

Trade
marketing
Khuyn
mi

31

FatBlaster Coconut,gi gin tip qua cc bi PR v tnh trng d cn, v cc sn phm

gim cn trn th trng khng an ton, Dextoc ca FatBlaster Coconut c lm hon
ton t tri cy nn rt tt cho c th v c nhiu ngi s dung. N gip gim cn t
t khng nh hng n da v sc khe ca ngi ph n
H tung ra nhng video v cch hng dn lm Dextoc, h nhn mn l dextoc chanh
gng, cung cp nc v gim cn an ton
Khi tung hng
H t chc thng tin bo ch v s kin l trao qu cho nhng ngi tham gia
gameshow online c pht ng trn Facebook l chia s cu chuyn ca bn v qu
trnh gim cn. Ti ca hng hm khai trng u tin c gim 50%, tt c s tin bn
c th quyn gp vo t thin. FatBlaster Coconut cn cam kt cui thng trch 2% s
tin li lm t thin: c th l trao hc bng cho tr em c hon cnh kh khn ti thnh
ph h ch minh. Vic ny c rt nhiu khch hng ca FatBlaster Coconut ng h.
Sau khi tung hng
Trn trang Blog v fanpane h ng ti nhng sut hc bng trao cho tr. iu ny
tng tc rt ln vi khch hng.
Yomi thy k hoch tung hng ca FatBlaster Coconut kh th v nhng yomi nh v l
dnh cho nhng ngi bn rn v c nhn ha nn yomi s hc hi v c kt khi qut v
k hoch tung hng p ng cnh tranh nh sau:
Trc khi tung hng:
Yomi cng gi gin tip qua cc ba PR v gim cn khng lnh mnh c bit l trng
hp ca nhng din vin sau: Trc y, L Tiu L s hu khun mt trn rt ngy th,
ng yu. Nhng by gi, khun mt ca c trng di hn. V c gim ch n sa lc mi
ngy.
Trnh Sng ngy cng xung sc v gy tong teo.
Yoko Maki s hu mt khun mt ngy th, trong sng v thn hnh nng bng. Tuy nhin
sau khi gim cn, trng n din vin Nht Bn ny gi hn c tui tht.
T khng nh rng, dng i vi ngi ph na rt quan trng, nhng tuyt i
khng c gim cn mt cch bt chp. Cn c nhng sn phm gim cn t nhin.
Yomi vi nhng sn phm Dextoc gip bn gim cn t t, song nhng bi PR Yomi t
chc cuc chi v thit k sn phm Dextoc. C nhn ha mi ngi.
Trong khi tung hng
Sau Yomi s chn khch hng no thit k Dextocs tuyt vi nht ngy khai trng s
mi nhng ngi trao gii n. Yoomi s lm sn phm ging nh khch hng thit k
tng h.
Trong ngy khai trng tt c cc sn phm u gim 50%. S tin cn li dng lm t
thin.
32

Cui mi qu, yomi s trch 3% s lng tin li dng quyn gp vo qu tri tim cho
em do i truyn hnh Vit nam t chc.
Sau khi tung hng.
Gii thiu y tt c cc sm phm m yomi hin c, phng vn nhng khch hng v
nc ung, khng gian qun v xin email ca khch
9.5.

K hoch gii thi u sn phm

Chin lc digital marketing YES

Mc tiu: Li ko s ch bng cch cnh bo v cc h u qu ca vi c gim cn thiu
khoa hc v hng i tng ti phng php gim cn an ton v khoa hc, to s t m
v thng hi u YomiJuice
Thng i p: Diet not Die
i tng mc tiu: ph n quan tm n vn gim cn lm p tui 20 40 c
s dng internet
N i dung:
a phn ph n nhm tng gim cn l phi n king, king tinh b t, cht bo ngt,...
hn ch ti a calo m t c nhng bi n php king khem khng lnh mnh, nh
hng xu n sc khe. Bng cch a ra nhng nghin cu dinh dng do cc chuyn
gia sc khe tho lu n, YomiJuice tung ra 1 on viral clip lm tin cho k hoch gii
thi u sn phm, l di n sn phm u tin ca YomiJuice trn th trng Vi t Nam
nc detox chuyn v gim cn, lm p.
on video ko di 8 pht, c tiu l Diet not Die.
N i dung ni v tnh trng gim cn bo ng hi n nay trn th gii ni chung v c Vi t
Nam ni ring, cch con ngi lao vo tr n chin gim cn sai lm v cc h u qu m
gim cn mang li. T a ra phng php gim cn khoa hc, vi ch n ung hp
l kt hp v n ng theo hng dn v s dng nc detox chuyn bi t vi th trng tng
c nhn. Chng ta khng cn phi ni khng nhng bui ti c, vi nhng li mi ca
bn b ng nghi p, khng phi ni khng vi cc mn n yu thch. M bng phng
php gim cn khoa hc, chng ta c th ni YES
33

Phng ti n truyn thng: ng ti clip ln facebook, youtube v ng cc n i dung lin

quan n vn sc khe gim cn ln cc trang bo mng dnh cho ph n (webtretho,
guu.vn, emdep.vn, phunutoday.vn...)
Trng by sn phm cc spa, phng t p gym ni ting khu vc HCM
9.6.

K hoch tung hng (ln lt)

a im la chn: TP.HCM
i s thng hi u: L Nh K
S kin tung hang Khng chi ep ma phai khoe cung YomiJuice
a im t chc: Sn v n ng Qun Khu 7, Tn Bnh
Thi gian: 17 18/11/2016
Khch mi: cc chuyn gia v sc khe, ch cc trung tm lm p, spa, gym v nhng
i tng quan tm n gim cn lm p
N i dung:
Thng co L Nh K l i s thng hi u, mi c k chuy n v nhng nghin
cu, phn tch v sn phm ca YomiJuice.
Tuyn b v nh v, v gi tr ca YomiJuice
Nhng chuyn gia v sc khe s tho lu n v chia s, gii p nhng thc mc v
vn dinh dng lm p
Gii thi u v sn phm YomiJuice, hng dn ti v s dng ng dng Lets Yomi
trn i n thoi.
Sampling sn phm
Cu c thi sng to thc ung yu thch trn App Lets Yomi tng s tng tc vi
khch hng. Khch hng s c hng dn ti app v qua cc ch s c th o
c, ng dng s cung cp m t list cc loi hoa qu ph hp vi th trng v nhu
cu ca mi c nhn, t khch hng s la chn v sng to ra m t cng thc
ph hp vi bn thn. Nm cng thc c bu chn nhiu nht s c YomiJuice
ng hnh t vn v min ph cc sn phm YomiJuice trong 3 thng gim cn.
Ku gi like v share, check-in trn fanpage

34

Phng ti n truyn thng: s dng cc phng ti n bng trn v cc trang bo

offline thng bo v s ki n, cc hot ng ang din ra v kt qu
M r n g knh phn phi:
T chc cc chng trnh Activation ti trc cc siu th, trung tm mua sm, trung
tm spa/gym ln gii thi u v dng th sn phm
Thc hi n trng by hng ti cc spa/ phng gym. Lin kt voucher vi cc ni
khch hng c c h i tri nghi m sn phm. Nu c ng s tin hnh cung cp
sn phm s cho cc spa/gym vi nhng u i hp dn.
9.7.

o to lc lng bn hng

YOMI tp trung o to cc chng trnh cho nhn vin bn hng thc t:

- Cc nhn vin nm chc c k thut bn hng, t vn cho khch hng v cc vn
lin quan n sn phm khi c thc mc.
- p dng cc k thut mi gip nhn vin bn hng lm vic nng sut v hiu qu
hn nh: phn mm qun l h thng, theo di s lng sn phm, hng tn
YOMI thit k chng trnh o to chnh thc, nghin cu v tuyn sn phm ca
cng ty, cc k nng bn hng cho nhn vin ng bn thc t trong vng 1 thng sau
s thm nh cc ch tiu v phm cht cn c ca nhn vin , nu t yu cu s
tip nhn hun luyn tip theo cn khng s b loi ra.
K hoch o to nhn vin bn hng nh sau:
1. YOMI cung cp cc kin thc v sn phm v cc yu cu, quy rnh t vn bn
hng cho nhn vin c th t tin t vn cho khch hng
2. YOMI cp nht thng tin cho nhn vin v ngnh, v cc i th cnh tranh v cch
thc hot ng ca h c th ci thin v p dng vo tnh hung thc t ca
YOMI
3. Quy nh thi gian v cho nhn vin mi hc hi trc tip t mt nhn vin c
nhiu kinh nghim.
4. Cho nhn vin mi lm vic th nghim vi khch hng di s gim st ca nhn
vin c v lin tc rt kinh nghim v a nhn xt phn thc hnh ca nhn vin.
5. Qun l nh gi v trao i vi YOMI v kh nng lm vic ca nhn vin mi.
.
35

 o to bn hng:
Yomi s to ra mt vn hong bn hng mang m cht ca yomi
Trn trang web bn hng trc tip ca Yomi lun lun c cu cho: Yomi hn hnh phc
v qu khch.
Ti ca hng offline, tt c nhn vin c mc ng phc xanh en, khch bc vo
cho khch: yomi hn hnh phc v khi khch ra v: yomi tm bit
Nhn vin s c kt ni li mt group k c bo v: tt c cc sn phm mi, chng
trnh khuyn mi marketing u c ng ti thng xuyn, nhn vin lun lun c
cp nhn v mi nhn vin cng chnh l nhng nh marketing.
9.8.

Chin lc v tip cn th trng

tip cn th trng, sn phm s c phn phi trn h thng bn hng online ca cng ty.
iu ny s gim rt nhiu chi ph qun l cng nh m bo cam kt v tnh c nhn ha cho
tng sn phm m cng ty cam kt
YOMIJUICE

9.9.

Ngi tiu dng

To ro cn gia nh p

Khng nh v th ca thng hi u: Sn phm dnh cho phn khc khch hng cao cp
Khng nh s khc bi t: chuyn bi t, c nhn ha cho tng khch hng; dch v i km
l cc chn on v tnh trng sc khe, cc hng dn... v t hng bng app thng
minh Lets Yomi
C gng lin kt ti a vi cc trung tm spa/gym gia tng i l c quyn
Cc d n sn phm mi p ng nhu cu ngi tiu dng
10.T CHC PHT TRIN SN PHM MI
10.1. Cch t chc pht trin sn phm mi
10.1.1.Hnh thc t chc pht trin sn phm mi
D n: Cc hot ng i mi sn phm c ngi ng u d n, iu hnh theo tng d n. V
d: d n i mi knh truyn thng social (ngi ng u l Nhung), d n ci tin cht lng
sn phm (Thin)
36

10.1.2.Cch t chc pht trin sn phm mi

Vi ngun lc v kh nng hin c, nhm la chn t chc theo hnh thc i nhm d n theo
cu trc ma trn. C th l i nhm pht trin sn phm mi hnh thnh theo d n tng sn
phm, s c thnh vin gi chc nng l iu phi vin cho cc hot ng ca nhm. Hnh thc
ny gip thu ht c nhng c nhn c kh nng vo vic pht trin sn phm mi ngay t ban
u.
Ngoi ra, la chn cch thc t chc ny cn c nhng l do sau:

To thm cc knh truyn t thng tin

Tng thm knh thng tin phi chnh thc
Tng lng thng tin trao i
Tng tnh a dng ca mi c nhn

ph hp vi nng lc c nhn ca mnh, nhm la chn cu trc nhm mm. C th l:

Cng vic ca nhm thng qua iu phi vin v cc thnh vin i din cho cc phng
chc nng
Cc thnh vin phi hp trao i thng tin v to iu kin thun li cho s tng tc
iu phi d n khng chu trch nhim tng th, nhng th hin vai tr lnh o gi
cho d n ng tin
10.1.3.Xc nh cu trc t chc ca i nhm
Nng ct ca nhm: qun l cc cm chc nng
o Tip th: Nhung
o Sn xut: Thin
o Dch v: Pht
o Ti chnh, Nhn s: Nh, Phng
ang hot ng trong sut qu trnh sn phm mi
Nhm khng nh trc: h tr i ng nng ct
o Nhm h tr marketing: ni dung, hnh nh, qun tr knh truyn thng
o Nhm h tr k thut: thit k web, thit k app, gia cng bao b, nhn mc
o Hu cn: Giao nhn hng.
Rt quan trng trong khong thi gian trong qu trnh sn phm mi
Thnh vin m rng ca nhm: cc thnh vin t quan trng (v d chy chng trnh
marketing, outsource)

37

Gim c
d n (iu
phi vin)

Tip th

Dch v

Sn xut

Ti chnh,
nhn s

H tr c
s h tng
tip th

H tr k
thut

H tr R&D

Ti chnh

H tr
nghin cu
th trng

H tr o
to

H tr k
thut cng
ngh

K ton

Nhn s
hnh chnh

10.1.4.Kiu qun l i nhm_cho v nhn (Give and take)

Tha hip tm ra mt gii php chung nht m cc bn u ng thun. C th, thng lng
v tho lun chn ra tp hp cc tnh nng ca sn phm mi, gi cho cc d n tin v
pha trc.

38

10.2. Dng qu trnh pht trin sn phm mi/ thay i hn hp sn phm

10.2.1.Nguyn tc dng tin trnh pht trin sn phm mi/ thay i hn hp sn phm
10.1.1.1Dng tin trnh pht trin sn phm mi
Ro cn i vi qu trnh pht trin sn phm mi kh thay i (quy trnh bo qun, tm
kim i tc cung cp)
Ngun ti chnh cho qu trnh pht trin sn phm mi thiu ht
S nhit tnh ca cc thnh vin tham gia d n cho pht trin sn phm mi khng t
nh mong i
Th nghim th trng khng t c mong i ti thiu
T l hon vn khng t c mc tiu ca d n ra.
Sn phm khng p ng k vng ca khch hng v cam kt ca doanh nghip
10.1.1.2Thay i hn hp sn phm
Khi mt sn phm sai st hoc tr nn khng ph hp vi nhn thc ca ngi tiu dng
hay c s khoa hc lin quan
Sn phm khng sai st nhng khng cn ph hp vi chin lc trong hin ti v tng
lai ca cng ty
Kh nng mang li li nhun km
Cng ty ci t li (cu trc li) hn hp sn phm
Chi ph u t cng ngh/chuyn i cng ngh tn km
10.2.2.Phng php thc hin
10.1.1.3Dng tin trnh pht trin sn phm mi
S dng phng php rt thng hiu/sn phm: Loi b
10.1.1.4Thay i hn hp sn phm
M hnh chin lc thay i hn hp sn phm
o Chin lc Smile Curve: tm ra nhng im mang li nhiu li nhun nht cho d
n kinh doanh.
o Gim s lng sn phm nu khng t c mc tiu li nhun.

39