VanLuong.blogspot.com NCPepsi

7/31/2019 VanLuong.blogspot.com NCPepsi

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MC LCLp m hnh.....................................................................................................3

1.1. Xc nh vn cn nghin cu................................................................31.2. Xc nh mc tiu v phm vi nghin cu................................................31.2.1. Mc tiu nghin cu ..............................................................................31.2.2. Phm vi nghin cu: ..............................................................................3

Ngi tiu dng v nc ngt PEPSI khu vc ni thnh TP.HCM.............................31.3. Xc nh cc bin m hnh........................................................................31.3.1. Bin u vo: d liu thu thp t bng cu hi kho st........................31.3.2. Bin u ra..............................................................................................41.4. Nhu cu thng tin v thit k mu.............................................................41.5. Xy dng mu thu thp thng tin (thit k bng cu hi).........................5

1.5.1. Xc nh c mu: ...................................................................................51.5.2. Tin hnh chn mu...............................................................................51.5.2.1. Phn tng tng th...............................................................................51.5.2.2. Tin hnh ly mu...............................................................................51.6. Phng php s l s liu..........................................................................62. Bng cu hi................................................................................................6 TI............................................................................................................7

3. K hoch phn tch.....................................................................................133.1. Gii thiu v nhn hng pepsi.................................................................13

3.1.1. Thng tin khi qut:.........................................................................133.1.2. Thng tin v Pepsi Vit Nam:.........................................................14

3.2. Bng m ha............................................................................................143.3. Phn tch chung ......................................................................................193.3.1. Gii tnh: ..............................................................................................193.3.2. tui:.................................................................................................193.3.3. Ngnh ngh:..........................................................................................20........................................................................................................................20

3.3.1. NHN XT CHUNG:..........................................................................213.4. Phn tch hnh vi ngi tiu dng...........................................................223.4.1. Trc khi mua sm( cu 5,9,10)...........................................................223.4.1.1. Mc nhn bit ca sn phm........................................................223.4.1.2. Tiu ch la chn Pepsi......................................................................223.4.1.3. Thi im s dng Pepsi...................................................................233.4.1.4. NHN XT CHUNG........................................................................233.4.2. Trong khi mua sm...............................................................................243.4.2.1. Chin lc sn phm ( cu 6,11, 12, 13, 14, 15, 16).........................24

Mc quan trng ca cc tiu ch khi la chn nc gii kht c gas.......24


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Mn: TT v hnh vi ngi tiu dng GV: Nguyn Uyn Chi

.......................................................................................................................24nh gi v nng gas ca Pepsi...............................................................24Hng v hin ti ca Pepsi...........................................................................25

Kch c ca Pepsi..........................................................................................25Mong mun v ci tin sn phm ca ngi tiu dung.................................26Hng v ngi tiu dng mong mun Pepsi ci tin...................................27Ci tin thit k bao b ca Pepsi ..................................................................28NHN XT CHUNG....................................................................................28

3.4.1.2. Chin lc phn phi: (cu 8)...........................................................303.4.1.3. Chin lc gi: (cu 17, cu 6)..........................................................313.4.1.4. Chin lc xc tin: (cu 7, 18, 19, 20)............................................32Phng thc khch hng bit n sn phm:................................................32Thi ca khch hng i vi cu slogan qu Pepsi i!..................32S tm c ca khch hng i vi cc cu slogan ca Pepsi.......................33Mc yu thch ca khch hng v cc hnh thc khuyn mi ca Pepsi..33NHN XT CHUNG:...................................................................................34

3.4.1. Hnh vi ca khch hng sau khi mua hng: (cu 21, 22, 23)...............353.4.1.1. Phn ng ca ngi tiu dung...........................................................353.4.1.1. Hnh vi ca NTD khi khng hi lng vi sn phm.........................35.......................................................................................................................353.4.1.1. Mc Pepsi c gii thiu t khch hng ...................................36.......................................................................................................................36

3.4.1.1. NHN XT CHUNG:.......................................................................364. Kin ngh....................................................................................................384.1. Chin lc sn phm...............................................................................384.2. Chin lc gi: ........................................................................................394.2.1. So snh gi Pepsi vi i th cnh tranh l Coca cola:........................394.2.2. Khuyn mi gim gi............................................................................394.3. Chin lc Marketing cho knh phn phi:............................................404.4. Chin lc xc tin bn hng..................................................................415. Nhng nhn t bn trong nh hng n hnh vi ca ngi tiu dng.. . .43

5.1. Nhn thc:...............................................................................................435.2. Nim tin v thi :.................................................................................436. Chin lc Marketing da vo cc nhn t bn ngoi:..............................446.1. Chin lc Marketing da vo cc yu t thuc v vn ha:..................446.2. Chin lc Marketing da vo nh hng ca nhm tham kho:...........456.3. Chin lc Marketing da vo yu t h gia nh:.................................46

Nhm 2 - Mar12A Trang 2


3/46


Lp m hnh

1.1. Xc nh vn cn nghin cu

Hin nay, nc ngt c gas c xem l mt loi thc ung phbin ca mi la tui, c bit l gii tr. Cng vi vic xut hin trn lan

cc nhn hng nc ngt trn th trng p ng nhu cu gii kht c bn,

th cc nh sn sut nc ngt c gas hin ti ngy cng phi i mi p

ng c cc nhu cu tiu dng, chn la sn phm khc nhau ca khch hng.

Vy nhu cu ca KH l nh th no, nh sn xut cn p ng nhu

cu no, cn c chin lc Marketing cho sn phm ra lm sao? tr li

nhng cu hi trn, Nhm chng ti thc hin ti: Kho st, nghincu hnh vi Ngi tiu dng i vi nc ngt PEPSI.

1.2. Xc nh mc tiu v phm vi nghin cu

1.2.1. Mc tiu nghin cu

Xc nh t l mua sn phm PEPSI so vi cc loi nc

ngt c gas khc

Tm hiu cc yu t tc ng ti nhu cu mua nc ngtc gas ni chung v PEPSI ni ring

Thm d kin KH v sn phm PEPSI hin ti v mu

m, hng v, gi c

1.2.2. Phm vi nghin cu:

Ngi tiu dng v nc ngt PEPSI khu vc ni thnh TP.HCM

1.3. Xc nh cc bin m hnh

1.3.1. Bin u vo: d liu thu thp t bng cu hi kho st

D liu v thng tin c nhn: tn, tui, gii tnh, ngh nghip,

a ch lin h

Ngi tiu dng tng s dng PEPSI cha

i vi ngi tiu dng cha tng s dng PEPSI



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- Yu t tc ng n vic mong mun mua PEPSI ca

ngi tiu dng (thng tin c bit t u, l do s dng,

thi gian s dng,)

- Nhng tr ngi (chi ph, gi c, tm l,) hn ch vic

mua PEPSI

- Nhn xt ca ngi tiu dng i vi PEPSI

i vi ngi tiu dng tng s dng PEPSI

- Cc yu t tc ng, thu ht ngi tiu dng mua PEPSI.

- u im v khuyt im ca PEPSI m ngi tiu dng

va v khng va .

- Nhn xt ca ngi tiu dng i vi cc chng trnh

khuyn mi, qung co ca PEPSI.

1.3.2. Bin u ra

i vi ngi tiu dng cha tng s dng PEPSI

Ci thin v pht trin sn phm

Cc mi lin h tng quan v hi quy ca thng tin

Cc vn khc

i vi ngi tiu dng s dng PEPSI

Nhng yu t tc ng trc, trong v sau khi mua

Yu t cn khc phc sn phm

Nhn xt v sn phm

Cc mi lin h tng quan v hi quy ca thng tin

Cc vn khc

1.4. Nhu cu thng tin v thit k mu

D liu th cp: quan st hnh vi mua hng ca ngi tiu

dng ti siu th, ca hng tp ha, qun nc



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D liu s cp thng qua mt bng cu hi kho st thu

thp cc thng tin ra mc trn.

Cch thu thp: pht v phng vn trc tip i tng cn thuthp thng tin

1.5. Xy dng mu thu thp thng tin (thit k bng cu hi)

1.5.1. Xc nh c mu:

Do thi gian v ngun lc khng cho php, chng ti ch pht 100 bng

cu hi ti cc siu th, ca hng tp ha, cng vin, trng hc.

1.5.2. Tin hnh chn mu

1.5.2.1. Phn tng tng th

i vi mt hng thc ung gii kht quen thuc v thng dng

ngi tiu dng c xu hng mua hng nhng ni cung cp thun li

nh: siu th, ca hng tp ha hoc nhng qun nc(cha s dng ngay)

Vi mt hng nc gii kht ny ngi tiu dng thng s dng

nhiu trong cc bui l, m tic, l hi. v s dng nhiu vo bui ti

hoc bui tra (s dng ngay)T tng th mu, chng ti phn thnh 2 lp ngi tiu dng l

mua nc ngt s dng ti ch v mua khng s dng ngay.

1.5.2.2. Tin hnh ly mu

Do lng tiu dng c xu hng s dng ti ch v khng s

dng ngay nn chng ti chn ngu nhin 2 siu th, 1 ca hng tp ha v

1 qun nc kho st

2 siu th: BigC Hong Vn Th v Co.op Nguyn Kim

1 ca hng tp ha

1 qun nc

Tng s lng bng cu hi: 100 bn



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1.6. Phng php s l s liu

Bng cu hi sau khi c kho st xong s c kim tra

tnh hp l, chnh xc. Mc tiu ca vic ny l nhm loi bhay gim ti mc thp nht cc sai lm trong s liu th.

c th l sai lm do ngi phng vn v sai lm ca ngi tr

li.

M ha cc cu tr li, gn cho chng mt k hiu tng

trng c ghi nhn trong bng cu hi. Mc ch l nhm

chuyn i d liu th (cc cu tr li) thnh mt dng cu hi

n gin, d hiu hn, mt khc cng tit kim thi gian v

trnh thiu st khi nhp liu.

Sau khi nhp d liu vo EXCEL, chng ti phn tch cc

kt qu sau khi chy bng.

2. Bng cu hi



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TI

KHO ST HNH VI TIU DNG NC NGT C GAS

TI TP.HCM

Xin cho anh (ch)! Chng ti l sinh vin Trng Cao ng Kinh t i

ngoi. Hin ti, chng ti ang thc hin ti v Kho st hnh vi tiu

dng nc ngt c gas ti TP. H Ch Minh. Xin anh (ch) vui lng dnh

cht thi gian tr li cho chng ti mt s cu hi di y:

H tn :...........................................................................................

a ch :...........................................................................................

Mobile :...........................................................................................

Email :...........................................................................................

Cu 1: Gii tnh

A. Nam

B. N

Cu 2: Vui lng cho bit anh (ch) thuc tui no di y:

A. Di 15 tui

B. T 15 n 25 tui

C. T 26 n 35 tui

D. Trn 35 tui

Cu 3: Anh (ch) hay thnh vin no trong gia nh c lm vic trong nhng

lnh vc sau y:

A. Cng ty nghin cu th trng

B.Cng ty qung co

C.i pht thanh, truyn hnh, bo ch

D. Sn xut, mua bn (s/ l) nc gii kht

E.Ngnh khc



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Cu 4: Trong thi gian 6 thng gn y, anh (ch) c tham gia vo bt k

cuc nghin cu th trng no khng ?

A. C

B. Khng

Cu 5: Vui lng nh du cc nhn hiu nc ngt c gas m anh (ch) s

dng ?

A. Coca Cola

B. Pepsi

C. BidricoD. Big Cola

E. Chng dng

Cu 6 : Anh (ch) vui lng sp xp theo th t mc quan trng (QT) cc

tiu ch khi anh (ch) mua sn phm nc ngt c gas? (QT nht nh s 1,

QT nh nh s 2,)

Gi Nng

gas

ngt

Hng

v

Thng

hiu

Cu 7: Anh (ch) bit sn phm pepsi t u ?

A. Bn thn dng th

B. Gia nh, bn b gii thiu

C. Qung co (Tivi, radio, internet, bo ch, banner)

D. Ca hng tp ha, siu th

Cu 8: Anh (ch) thng mua pepsi u ?

A. Ch, siu th

B. i l



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C. Ca hng tp ha

D. Qun nc

Cu 9: Ti sao anh(ch) la chn sn phm pepsi ?A. C thng hiu

B. Gi c hp l

C. Cht lng tt

D. Bao b p

Cu 10: Anh (ch) thng s dng pepsi khi no ?

A. gii kht

B. Khi thch

C. D tic

D. D ngoi

Cu 11: Vui lng cho bit cm nhn ca anh (ch) v sn phm ca Pepsi qua

cc tiu ch:

Tiu ch Qu t tBnh

thngNhiu

Qu

nhiu

ngt 1 2 3 4 5

Nng gas 1 2 3 4 5

Cu 12: Vui lng cho bit cm nhn ca anh (ch) v hng v hin ti ca

sn phm pepsi ?

A. c trngB. Khng c trng

Cu 13: Anh (ch) vui lng cho bit kch c ng chai no tin li cho vic s

dng ?

A. Chai thy tinh 300ml

B. Lon 330ml

C. Chai nha 500ml



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D. Chai nha 1500ml

Cu 14: Nu ci tin v sn phm pepsi, anh (ch) mong mun ci tin ch

tiu no nht ?

A. Hng v

B. ngt

C. Nng gas

D. Bao b

E. Khc (Vui lng nu r hng bn di)

....

Cu 15: Anh (ch) thch pepsi c thm hng v no ?

A. Sa

B. Ru rum

C. Cam

D. Chanh

E. Khng i

Cu 16: Anh (ch) mong mun thit k bao b c ci tin im no ?

A. Hp giy

B. Mu sc nhn chai

C. Kiu dng

D. Kch c

E. Khng i

Cu 17: Anh (ch) cm nhn nh th no v gi bn hin ti ca pepsi ?

Qu

rR

Bnh

thngMc

Qu

mc



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1 2 3 4 5

Cu 18: Anh (ch) vui lng sp xp theo th t yu thch hnh thc khuyn

mi khi mua pepsi (yu thch nht nh s 1, yu thch nh nh s 2,)

gim

gi

tng th

tch

bc

thm

qu

tng

Cu 19: Anh (ch) cho bit mc hi lng v mu qung co hin ti

qu! Pepsi i.

A. Thch

B. Khng thch

C. Khng quan tm

Cu 20: Khi ngh v pepsi anh (ch) tm c vi cu slogan no nht ?

A. Ti c th

B. qu pepsi i!

C. S la chn ca th h mi

D. Khng th sao bit

Cu 21: Nu nh pepsi khng p ng c nhu cu ca anh ch th phn

ng ca anh ch s l ?

A. Tc gin

B. Phn nn

C. Gi in khiu ni

D. Khng phn ng g ht

Cu 22: Mt khi khng hi lng vi pepsi, anh(ch) s c phn ng g tip

sau ?

A. Khng bao gi mua na

B. Tip tc mua

C. Mua loi nc ngt c gas khc



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D. Khng bao gi gii thiu pepsi cho ngi khc

Cu 23: Vui lng cho bit anh (ch) s gii thiu pepsi cho ngi khc khng ?

A. CB. Khng

Cu 24: Trong trng hp khng c pepsi, bn chn nc ngt c ga no

thay th ? V sao bn chn sn phm ?

Xin cm n anh (ch) gip chng ti hon thnh bng kho st ny !



13/46

3. K hoch phn tch

3.1. Gii thiu v nhn hng pepsi

3.1.1. Thng tin khi qut:

a) Lch s pht trin:

Nm 1886, Bradham pha ch ra mt loi nc ung d tiu lm t nc cacbonat,ng, vani v mt cht du n. Nm 1893 Bradham i sang mt ci tn miPepsi-Cola, nghe kho khon, mnh m hn v chun b a ra bn mt cch rngri hn.

Nm 1938, Walter Mack a ra qung co mi cho chai Pepsi 12-ounce vi biht c nhiu vn iu Nickel, Nickel v nhanh chng tr nn ph bin, c thu

m vi 55 ngn ng khc nhau.Nhng nm u tin ca thp nin 80, Pepsi l thng hiu nc gii kht hng

u c nhiu ngi mua v nh ung nht.

Nm 1998, Pepsi a ra logo hnh cu vi 3 mu xanh, trng, trn nn muxanh lnh, im thng nht ca thit k biu tng Pepsi trn ton th gii.

b) Th trng:

Ngy nay, Pepsi ang tr nn ph bin hn bao gi ht. Tnh trn ton th gii thkhch hng chi khong 32 t la cho cc mt hng nc gii kht ca Pepsi-Cola.Hng nm, mt ngi tiu dng M ung khong 55 ga-lng nc c gas, Chuu th khong gn 12 ga-lng nc c gas nhng lng tiu th ang tng ln mtcch u n - nc ung c gas ang dn dn tr thnh mt phn quan trng tronglnh vc nc gii kht y.

c) Thnh tch t c:

Cng ty Pepsi-Cola vi tr s chnh Purchase, New York, l mt phn ca Tpon nc gii kht ton cu Pepsi Co, Inc.. Nm 2004, Pepsi Co t doanh thu hn200 t la M v tr thnh nh cung cp hng u v doanh s bn hng v li rngcho cc nh bn l nc M.

d) Sn phm:

M, Cng ty Pepsi-Cola c rt nhiu cc thng hiu sn phm nh Pepsi, DietPepsi, Pepsi ONE, Mountain Dew, Wild Cherry Pepsi, Aquafina Cng ty cn snxut v bn cc loi tr v c ph ung lin qua cc lin doanh vi Lipton vStarbucks

e) Khuyn th:

Trn thc t, Cng ty c nhn nhn l cng ty ng u v lnh vc qung co,tip th, bn hng v cc chng trnh khuyn th. Vi chin dch qung co Joy ofPepsi- Si ng vi Pepsi th hin c s hi hc, nhn bn v m nhc caPepsi.


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3.1.2. Thng tin v Pepsi Vit Nam:

Nm 1991, Tp on Pepsi ln u tin n Vit Nam vi sn phm cht lngcao v khu v c thay i cht t ph hp hn vi ngi tiu dng Vit Nam.Tri qua gn 15 nm hot ng, Cng ty Pepsi Vit Nam tr thnh mt thnghiu quen thuc vi ngi dn Vit Nam.

1. S giy php: 291/GP, Ngy cp: 24/12/1991

2. Tn d n: Cng ty Pepsi Vietnam

3. Tn i tc nc ngoi: International Baverages company (IBC), H Lan

4. Hnh thc u t: 100% vn nc ngoi, Tng vn u t: 130.000.000 USD, Vn phpnh: 90.000.000 USD

5. 8. Mc tiu: Sn xut cc loi nc gii kht v thc phm ng gi6. 9. a ch tr s chnh: Lu 5 Cao c Sheraton, s 88 ng Khi, Q1, TP. HCM,Phone:

08-8219437;Fax: 08-8219436

7. 11. Vn u t thc hin: 85.000.000 USD

8. 12. Doanh thu nm 2002: 31.352.266 USD

9. 13. Np ngn sch nh nc nm 2002: 1.666.128 USD

10. 14. S lao ng: 1.826 ngi

Trong cc loi nc ung, nc c gas ang c dn chng a thch, nht l ccbc nhi ng, thanh thiu nin. L do l nc c v ngn ngt, hi ng ng c tnhcch kch thch, li ng nh mu m, si tm vui mt. Sau khi n vi ming khoaichin mn mui, na ci ham b g ngy m, m chiu vo na cc coca mt lnhnc cc l thy tnh hn con ngi. V lin tc ung mi di din ni mhng nm, trn th gii c c nhiu trm t lt nc c gas c tiu th. V vy thtrng nc gii kht c gas ang din s cnh tranh bn b, dai dng, kin nhn vcng v khc lit ca nhng nhn hang nh: Coca-cola, Pepsi, Tribeco, BigCola,Chng,

3.2. Bng m ha


15/46

CuMha

Ni dung Thang o Mc ch

1

1 Nam Thang o

nh danh Phn loi gii tnh2 N

2

1 Di 15 tui

Thang onh danh

Phn loi nhm tui2 T 15 n 25 tui

3 T 26 n 35 tui

4 Trn 35 tui

3

1Cng ty nghin cu th trng

(Ngng)

Thang onh danh

Loi tr nhm ngng ngh thuc i tng kho st

2 Cng ty qung co (Ngng)

3i pht thanh, truyn hnh,

bo ch (Ngng)

4Sn xut, mua bn (s/ l)

nc gii kht (Ngng)5 Ngnh khc (Tip tc)

41 C (Ngng) Thang o

nh danhTrnh trng hp kho st trng lp

2 Khng (Tip tc)

5A1 Chn

Thang onh danh

Tm hiu thng tin v cc nhn hiu sn phm nc ngtc gas m khch hng bit

2 Khng chn

5B1 Chn

2 Khng chn

5C1 Chn

2 Khng chn

5D1 Chn

2 Khng chn

5E1 Chn

2 Khng chn

6A

1 Quan trng nht Thang onh danh

nh gi tiu ch khi khch hng chn mua sn phmpepsi

2 Quan trng nh

3 Quan trng ba

4 Quan trng t

5 Quan trng nm

6B

1 Quan trng nht2 Quan trng nh

3 Quan trng ba

4 Quan trng t

5 Quan trng nm

6C 1 Quan trng nht

2 Quan trng nh

3 Quan trng ba

4 Quan trng t

5 Quan trng nm


16/46

6D

1 Quan trng nht

2 Quan trng nh

3 Quan trng ba

4 Quan trng t

5 Quan trng nm

6E

1 Quan trng nht

2 Quan trng nh

3 Quan trng ba

4 Quan trng t

5 Quan trng nm

7A1 Chn

Thang onh danh

Tm hiu khch hng bit n sn phm pepsi t ngunthng tin no

2 Khng chn

7B1 Chn

2 Khng chn

7C1 Chn

2 Khng chn

7D1 Chn

2 Khng chn

8A1 Chn

Thang onh danh

Tm hiu vic mua sn phm pepsi c d dng,knh phnphi nh th no

2 Khng chn

8B1 Chn

2 Khng chn

8C1 Chn

2 Khng chn

8D1 Chn

2 Khng chn

9A1 Chn

Thang onh danh

Tiu ch chn nc gii kht ca ngi tiu dng

2 Khng

9B1 Chn

2 Khng

9C1 Chn

2 Khng

9D1 Chn

2 Khng

10A1 Chn

Thang onh danh

Nhn t nh hng n s la chn ca ngi tiu dng

2 Khng

10B1 Chn

2 Khng

10C1 Chn

2 Khng

10D1 Chn

2 Khng


17/46

11A

1 Qu t

Thang oqung

nh gi ca ngi tiu dng v ngt, gas ca ncgii kht pepsi

2 t

3 Bnh thng

4 Nhiu

5 Qu nhiu

11B

1 Qu t

2 t

3 Bnh thng

4 Nhiu

5 Qu nhiu

121 t trng Thang o

nh danhnh gi mc hi lng ca ngi tiu dng v pepsi

2 Khng c trng

13A1 Chn

Thang onh danh

Thm d kin khch hng v s tin li ca kiu dngchai

2 Khng chn

13B1 Chn

2 Khng chn

13C1 Chn

2 Khng chn

13D1 Chn

2 Khng chn

14

1 Hng v

Thang o

nh danh

Thm d kin khch hng v vic ci tin sn phm

2 ngt

3 Nng gas

4 Bao b

5 Khc

15

1 Sa

Thang onh danh

Thm d kin khch hng v vic ci tin sn phm

2 Ru rum

3 Cam

4 Chanh

5 Khng i

16

1 Hp giy

Thang onh danh Thm d kin khch hng v vic thay i mu m

2 Mu sc nhn chai

3 Kiu dng4 Kch c

5 Khng i

17

1 Qu r

Thang oqung

Thm d kin khch hng v gi ca pepsi

2 R

3 Bnh thng

4 Mc

5 Qu mc

18A 1 Thch nht Thang oth t

Sp xp theo th t yu thch cc hnh thc khuyn mi

2 Thch nh


18/46

3 Thch ba

4 Thch t

18B

1 Thch nht

2 Thch nh

3 Thch ba

4 Thch t

18C

1 Thch nht

2 Thch nh

3 Thch ba

4 Thch t

18D

1 Thch nht

2 Thch nh

3 Thch ba

4 Thch t

19

1 ThchThang o

th tXp loi mc hi lng v mu qung co2 Khng thch

3 Khng quan tm

20

1 Ti c th

Thang onh danh

Chn cu slogan m khch hng yu thch nht2 qu Pepsi i

3 S la chn ca th h mi

4 Khng th sao bit

21

1 Tc gin

Thang onh danh Phn ng khng hi lng ca khch hng2 Phn nn

3 Gi in khiu nai

4 Khng phn ng g ht

22A1 Chn

Thang onh danh

Phn ng tip sau

2 Khng chn

22B1 Chn

2 Khng chn

22C1 Chn

2 Khng chn

22D

1 Chn

2 Khng chn

231 C Thang o

nh danhTm hiu mc Pepsi c gii thiu t khch hng

2 Khng


19/46

3.3. Phn tch chung

Sau khi pht 100 phiu iu tra, kt qu cho thy: Gii tnh, tui, ngnh

ngh tc ng n hnh vi mua sm ca ngi tiu dng ( cu 1,2,3)

3.3.1. Gii tnh:

Nhn xt:

Tt c nhng ngi c kho st u l nhng ngi c nhu cu v

nc gii kht, trong , n chim t l 60%, nam 40%

3.3.2. tui:

Nhn xt: i tng c kho st ch yu tui 15- 25 (87%), c nhu

cu s dng nc gii kht ln


20/46

3.3.3. Ngnh ngh:

2%1%2%

6%

89%

cty nghin cu

cty qung cotruyn hnh,bo ch

s n xu t

ngnh khc

Nhn xt:

Da vo biu , ta thy trong tng s 100 ngi kho st:

C 89 ngi ( 89%) thuc i tng kho st.

C 11 ngi (11%) khng thuc i tng kho st trong :

- 6 ngi (6%) lm trong sn xut v mua bn (s/ l)

- 4 ngi (4%) lm trong ngnh truyn hnh, bo ch

- 2 ngi (2%) trong cty nghin cu th trng- 1 ngi (1%) trong cty qung co


21/46

3.3.1. NHN XT CHUNG:

i tng kho st l c nam n, sn phm ca Pepsi c th

phc v cho tt c mi ngi. Tuy nhin, i tng nhm ti ch yu lgii tr, tui t 15- 25, nng ng, bn rn, c kh nng tip cn thng

tin d dng.

Pepsi nhm n nhng i tng khng thuc trong nhng

ngnh ngh c lin quan nh: nghin cu th trng, qung co, truyn

thng, kinh doanh nc gii kht.


22/46

3.4. Phn tch hnh vi ngi tiu dng

3.4.1. Trc khi mua sm( cu 5,9,10)

3.4.1.1. Mc nhn bit ca sn phm

Nhn xt:

Mc nhn bit sn phm Pepsi kh cao(88,16%), vt qua cc sn

phm Bidrico, Big cola, Chng Dng, ch ng sau Cocacola( 92.11%).

3.4.1.2. Tiu ch la chn Pepsi

0

5

10

15

20

25

30

35

c thnghiu

gi hp l cht lngtt

ba o b p

34 31 29

7


23/46

Nhn xt:

T biu ta thy: tiu ch ngi tiu dng quan tm nht l c thng

hiu (34 ngi),sau l gi c hp l (31 ngi),cht lng tt (29

ngi),bao b (7 ngi).

3.4.1.3. Thi im s dng Pepsi

0

1020

30

40

50

60

gii kht thch d tic d ngoi

52

1422

10

Nhn xt:

Da vo biu , ta thy trong tng s 76 ngi ung Pepsi c:

52 ngi ( 68.4%) thng s dng Pepsi gii kht

14 ngi ( 18.4%) thng s dng Pepsi v thch

22 ngi ( 28.9%) thng s dng Pepsi khi d tic

10 ngi ( 13.2%) thng s dng Pepsi khi i d ngoi

3.4.1.4. NHN XT CHUNG

Pepsi thuc nhm sn phm ph bin hng u trn th trngnc gii kht, sn phm Pepsi rt quen thuc vi ngi tiu dng, c th

ni Pepsi hin nay c v th rt tt.

Ngi tiu dng chn mua sn phm Pepsi v Pepsi l thng

hiu ni ting th gii, cht lng tt v gi c rt hp l.

Sn phm Pepsi hay c s dng nhiu nht l gii kht.

Ngoi ra, trong cc bui tic, mi ngi cng kh a chung Pepsi.


24/46

3.4.2. Trong khi mua sm

3.4.2.1. Chin lc sn phm ( cu 6,11, 12, 13, 14, 15, 16)

Mc quan trng ca cc tiu ch khi la chn nc gii kht c gas

23

11

3

22

17

14

13

12

13

24

7

19

10

30

10

13

19

25

6

13

19

14

26

5

12

0 5 10 15 20 25 30 35

GI

N NG GAS

NGT

HNG V

THNG HIU

quan trng 5

quan trng 4

quan trng 3quan trng 2

quan trng 1

Nhn xt:

Ngi tiu dng quan trng nht l tiu ch gi c khi chn mua nc

gii kht, tip theo l n hng v v thng hiu, nng gas v ngt t

c quan tm hn.

nh gi v nng gas ca Pepsi

Trang 24 Nhm 2A

0% 7.90%

43.40%43.40%

5.30%

nng gas

qu t

t

bnh thng

nhiu

qu nhiu


25/46

Nhn xt:

Da vo biu , ta c: 43.4% ngi cho rng nng gas ca Pepsi l bnh thng

43.4% ngi cho rng nng gas ca Pepsi l nhiu

7.9% ngi cho rng nng gas ca Pepsi l t

5.3% ngi cho rng nng gas ca Pepsi l qu nhiu

0% ngi cho rng nng gas ca Pepsi l qu t

Hng v hin ti ca Pepsi

Nhn xt:

Qua biu , s ngi tiu dng cho rng sn phm pepsi c hng v

c trng l (77.60%),v chim mt t l tng i cao

Kch c ca Pepsi


26/46

Nhn xt:

Phn ln khch hng (83%) thch s dng chai nha 500ml, v lon

330ml, v 13% khch hng thch s dng chai nha 1500ml, phn cn li 4%

khch hng thch dng chai thy tinh 300ml.

Mong mun v ci tin sn phm ca ngi tiu dung

32%

27%

32%

7%

2%

Hng v

ngt

Nng gas

Bao b

Khc

Nhn xt:

0 5 10 15 20 25 30 35

Chai th?y tinh 300ml

Lon 330ml

Chai nh? a 500ml

Chai nh?a 1500ml

3

33

35

11


27/46

Qua kho st ta thy: 33% khch hng mong mun ci tin hng v ca

sn phm, 27% mong mun ci tin v ngt, 32% mong mun ci tin v

nng gas, 7% mong mun ci tin bao b, v 2% cho kin khc.

Hng v ngi tiu dng mong mun Pepsi ci tin

Nhn xt:

Qua kho st ta thy: 47% khch hng mong mun gi nguyn hng vhin ti ca Pepsi, v 53% cn li mong mun c s ci tin v hng v

trong c 12% mun thm hng v chanh,16% mun thm hng v cam,

23% mun thm hng v ru rum, v 4% mun thm hng v sa vo sn

phm Pepsi.


28/46

Ci tin thit k bao b ca Pepsi

4% 14%

28%

17%

37% Hp giy

Mu sc nhn chai

Ki u dng

Kch c

Khng i

Nhn xt:

Qua kho st th 37% s ngi cho rng khng mun thay i v bao

b,28% th mun thay i v kiu dng,17% cho rng nn thay i v kch

c,trong khi c 14% s ngi mun thay i v mu sc nhn chai v t l

thp nht (4%) li cho rng nn thay i v dng hp giy.

NHN XT CHUNG

Nhn chung, ngi tiu dng kh hi lng vi sn phm Pepsi hin nay. ngt v nng gas ca Pepsi va phi so vi cc loi nc

gii kht c gas khc trn th trng, khng cn thay i. Tuy nhin, mt

s khch hng cng phn nh nng gas ca Pepsi l nhiu. Do , b

phn sn xut nn a ra cc loi Pepsi vi nng gas khc nhau

khch hng c nhiu la chn ty theo s thch.

V cola hin ti ca Pepsi rt c trng, c nhiu ngi a

thch, nn a s ngi tiu dng khng mun thay i hng v ny.Nhng to s mi l , ngi tiu dng cng mong mun Pepsi

thm cc hng v nh: ru rum, cam, chanh vo sn phm.

Hin ti, loi Pepsi lon 330ml v chai nha 500ml ang

c ngi tiu dng a chung v mc tin dng ca n, c

th ct tr hay em theo d dng. C th thy c rng, doanh

nghip chn cch ng gi hin ti l ph hp vi nhng

mong mun ca khch hng (hin ti cc sn phm pepsi c 3


29/46

dng ng gi: chai thy tinh, lon thic, chai nha), v vy 37%

khch hng mong mun c gi nguyn cch ng gi hin ti.

Nhng 28% cn li mun thay i v kiu dng. Doanh nghip

cn xem xt li yu t ny, Doanh nghip c th xem xt nvic ci tin li chai pepsi: nn nh, gn, thanh mnh hn s d

cm nm, d s dng hn. ng th 3 t rong vic iu t ra l

khch hng mun thay i v kch c. Vy Doanh nghip nn

xem xt vic a dng v kch c hn, c th ng gi thm mt

s kch c. V d: chai nha hin ti ca pepsi l 500ml v 1500

ml, chng ta c th cho ra thm dng 330ml, 1000 ml... Nh vy

khch hng c th d dng chn cho mnh 1 kch c chai ng hn. 14% s ngi li mun thay i mu sc nhn chai. Nh

marketing cn thc hin thm mt cuc kho st na bit

chnh xc hn v thng tin ny cng nh nhng yu t mong

mun ci cch ca khch hng c chin lc thch hp nht.

kin t nht cho rng nn thay i vi dng hp giy (4%), y

cng l 1 tng hay, dng hp giy cng kh t in li, d di

chuyn v c th tt vi mi trng. Tuy nhin, kin ny cha

c s ng tnh nhiu lm, v vy doanh nghip khng cn tm

hiu thm v mong mun ny.


30/46

3.4.1.2. Chin lc phn phi: (cu 8)

Ni phn phi sn phm Pepsi:

Nhn xt:

T biu , ta thy ngi tiu dng mua sn phm pepsi ca

hng tp ha l nhiu nht (44 ngi ), sau l qun nc (30

ngi), ch,siu th (29 ngi), i l (13 ngi).Nh marketing cn tng cng t chc phn phi hng ha

n cc qun nc, i l, ch, siu th c bit l ca hng tp

ha, qun nc, ni phn phi nh l nhng li c nhiu khch

hng quan tm n nht, do y l mt hng tiu dng nhanh. B

tr nhn vin bn hng tip th sn phm Pepsi n cc ca hng

ti cc qun huyn trn thnh ph cng nh cc a bn trn c

nc.


31/46

3.4.1.3. Chin lc gi: (cu 17, cu 6)

Cm nhn ca khch hng v gi ca Pepsi

0

10

20

30

40

50

60

70

Qu r R Bnh thng Mc Qu mc

1

7

62

5 1

Nhn xt:

Gi l mt trong nhng nhn t hng u ngi tiu dng suy

xt trc khi mua sn phm (cu 6). V vy, gi c rt quan trng, doanh

nghip phi ch n chin lc gi, gi c hp l i i vi cht lng

ngi tiu dng tin tng v s dng. Trong cuc kho st, khi nhn xt

v gi th c 82% s ngi cho rng gi ca pepsi l bnh thng, tc l

khng mc v khng r, c th chp nhn c; trong khi 9% li cho rng

gi ca pepsi l r, 7% thy mc, kin qu r v qu mc khng c

nhiu ng tnh vi t l chung 1%.

Nh vy chng ta c th thy gi hin ti ca pepsi l n nh v

ph hp vi cht lng m pepsi mang li.V vy c th thy doanh nghip

khng cn thay i v gi hin ti, doanh nghip ch cn ci tin tht tt v

cht lng cng nh hng v. Nh vy khch hng vn tin dng sn

phm pepsi, gi y s d dng s dng sn phm nhiu hn. Ngoi ra

chng ta nn c mt chin lc gi n nh, khng nn tng hoc gim lin

tc s lm cho mc tiu dng ca ngi dn gim st.


32/46

3.4.1.4. Chin lc xc tin: (cu 7, 18, 19, 20)

Phng thc khch hng bit n sn phm:

0

10

20

30

40

50

60

dng th bn b, gianh

qu ng c o siu th, t pha

32

17

53

27

Nhn xt:

ngisn phm pepsi qua vic bn thn dng th.

17 ngi s dng sn phm pepsi thng quan bn b, gia nh.

53 ngi s dng sn phm pepsi thng qua qung co.

27 ngi s dng sn phm pepsi thng qua siu th, tp ha.

Thi ca khch hng i vi cu slogan qu Pepsi i!

42%

30%

28%

0%

Thch

Khng thch

Khng quan tm


33/46

Nhn xt:

Qua biu kho st ta thy: c 42% khch hng thch cu slogan qu

Pepsi i!, v 30% khng thch cn li l 28% khch hng khng quan tm n.

S tm c ca khch hng i vi cc cu slogan ca Pepsi

11%

20%

23%

46%

Ti c th

qu Pepsi i!

S la chn ca th hmi

Khng th sao bit

Nhn xt:

Qua kho st ta thy phn ln khch hng c kho st (46%) thch cu

slogan Khng th sao bit ca Pepsi v ch c 20% khch hng thch cu

slogan qu Pepsi i! cu slogan ang c Pepsi qung co trn cc

phng tin truyn thng hin nay.

Mc yu thch ca khch hng v cc hnh thc khuyn mi ca Pepsi

41

10

4

21

18

28

6

23

9

22

23

22

8

16

43

10

0 10 20 30 40 50

Gim gi

Tng th tch

Bc thm

Qu tng

thch t

thch ba

thch nh

Thch nht


34/46

NHN XT CHUNG:

Hnh thc qung co trn cc phng tin truyn thng (tivi,radio, internet, bo ch, banner) c khch hng bit n nhiu nht. V

vy, Doanh nghip cn tng cng qung co, nhn ti tr cc chng

trnh ang l tm im ch ca gii tr, tng s ln qung co trn tivi,

radio vo cc gi cao im, c bit tng cng qung co trn internet

qua cc trang cng ng nh Zing, Facebook

Siu th cng l ni c kh nhiu khch hng bit n sn

phm. V vy nh marketing cn ch trong vic trng by sn phm, tptrung vo nhng v tr d nhn, d thy. ng thi, t chc chng trnh

dng th Pepsi cc siu th, cng vin, khu mua sm qung b v

sn phm.

Hnh thc gim gi v tng th tch sn phm c nhiu ngi

tiu dng a thch nht. V vy, Doanh nghip nn a ra cc hnh thc

gim gi cho khch hng mua vi s lng sn phm ln, v gim gi cho

khch hng mua l vo cc ngy l, tt, hay vo thng khuyn mi, thnggim gi, hoc p dng hnh thc tng th tch sn phm nhng gi

khng i; nhm tng thu ht s ch ca khch hng, tng doanh thu cho

doanh nghip.

Hnh thc qu tng km theo cng c s quan tm ca khch

hng. V vy, Doanh nghip c th p dng hnh thc khuyn mi nh l

mua 5 tng 1, mua chai ln tng chai nh hoc tng o thun c logo Pepsi

khi mua s lng ln.

Cu slogan ang c qung co trn cc phng tin truyn

thng ca Pepsi khng c nhiu khch hng thch th, quan tm. V vy,

nh marketing cn c chin lc thay i cu slogan thu ht s ch ,

quan tm ca khch hng, m phn ln l gii tr tui 15-25, cu

slogan cn mang phong cch tr trung, si ng, ham hc hi, khm ph

ca gii tr.


35/46

3.4.1. Hnh vi ca khch hng sau khi mua hng: (cu 21, 22, 23)

3.4.1.1. Phn ng ca ngi tiu dung

0

5

10

15

20

25

30

35

Tc gin Phn nn Gi in khiuni

Khng phn ngg ht

11

27

3

35

Nhn xt:

Phn ln khch hng c kho st (36%) s phn nn vi ngi xung

quanh v cht lng khng tt ca sn phm, v 46% khng c phn ng ght, ch c 18% l c cc phn ng nh tc gin hay gi in khiu ni.

3.4.1.1. Hnh vi ca NTD khi khng hi lng vi sn phm

0

5

10

15

20

25

30

35

40

Khng bao gimua na

Ti p tc mua Mua loi ncngt c gas khc

Khng bao gigii thiu Pepsicho ngi khc

23

6

40

12


36/46

Nhn xt:

Qua kho st ta thy, phn ln khch hng mt khi khng hi lng vi

sn phm th s khng bao gi mua na (29%) v chn mt loi nc ngt

khc (50%) v 15% khch hng s khng bao gi gii thiu Pepsi cho ngi

khc v ch 7% khch hng tip tc mua Pepsi, y l nhng khch hng

trung thnh vi Pepsi.

3.4.1.1. Mc Pepsi c gii thiu t khch hng

76%

24%

0% 0%

sgii thiu

Nhn xt:

Qua kho st ta thy: 76% khch hng tiu dng Pepsi s gii thiu

cho bn b, ngi thn v Pepsi, v 24% s khng gii thiu cho ngi khc.

3.4.1.1. NHN XT CHUNG:

Nhn chung nc gii kht ch l mt hng thng thng, kh rtin; v vy phn ng khch hng s khng c phn ng mnh khi sn

phm Pepsi khng p ng c nhu cu ca h v vy nh marketing phi

thng xuyn kho st th trng, ch ng gi in n khch hng, pht

phiu iu tra nhm tm hiu nhu cu ca khch hng lin tc p ng

mt cch kp thi nhng nhu cu v mong mun ca .


37/46

Thit lp cc ng dy nng gi min ph khch

hng c th lin lc trc tip khi c khiu ni v sn phm, tm

hiu mt s thc mc v sn phm.

Hin ti trn th trng c rt nhiu sn phm nc gii

kht vi cht lng sn phm tt, gi c hp l ang cnh tranh

rt khc l it , cc sn phm c thng hiu nh Coca-cola,

Sting, Bidrico v nhng sn phm mi nh Big cola. V vy

khch hng c rt nhiu s la chn p ng nhu cu ca

mnh, h sn sng s dng sn phm thay th c hng v, nng

gas v gi c tng ng nhau. Chnh v th nh Marketing

cn lin tc tm hiu khch hng c th ci tin, pht trin snphm p ng nhu cu ca khch hng mt cch kp thi.

Phn ln khch hng hi lng vi sn phm Pepsi,

doanh nghip cn t in hnh chin lc marketing quan h,

khch hng bit y thng tin, bn cnh l to s tin

tng ca khch hng i vi pepsi.

T chc hi ngh khch hng l cc i l, nh phn phica doanh nghip. Thng qua hi ngh doanh nghip s t chc

cc bui chiu i, bc thm, tng qu

Khuyn mi theo hnh thc thu thp np chai i qu

tng hoc tng km thm sn phm khi mua vi s lng nhiu

(v d nh mua 2 chai 1500ml th tng 1 chai 500ml) nhm

khuyn khch s trung thnh ca khch hng i vi sn phm.

M cc lp bi dng k nng bn hng v chm sckhch hng cho i ng nhn vin, to mi trng lm vic thoi

mi, t tin, nng ng; v nhn vin bn hng l ngi trc tip

tip xc vi khch hng, l cu ni gia doanh nghip v ngi

tiu dng.


38/46

4. Kin ngh

4.1. Chin lc sn phm

Theo iu tra nh gi sn phm trn cm nhn, hnh vi ca khch hngv sn phm pepsi cola ti xin a ra chin lc sau:

C 88,16% khch hng nhn bit

c sn phm pepsi trn th trng trong

tng 4 loi nc ca cc i th cnh tranh,

trong i th ln nht l coca cola vi

92,11% cho thy pepsi tuy ra th trng

lu mc nhn bit tuy l 88,16% nhngvn c xem l thp so vi coca cola... V

vy cn phi c chin lc ci thin mc

nhn bit sn phm cho ngi tiu dng, c bit cng theo iu tra th

tiu ch la chn sn phm ca khch hng chim 34% l thng hiu v

vy cn nng cao v gi gn hnh nh sn phm t kiu dng, hng v,

mu sc kch c... ca sn phm.

V thi im s dng: 68,4% khch hng s dng pepsi giikht vo ma nng cn thit k sn phm c mu sc ti mt, sng,

thit k ph hp vi gii tr.

V nng ga khch hng ang kh hi lng v nng gas c

43.4% thy gas bnh thng, 43,3% thy ga nhiu, bn cnh

nhiu khch hng thch thc ung nhiu ga d tiu ha, thm vo

khch hng mc tiu ca ta trong tui 15 25. V vy nn tng nng ga

ln khong 5%. V hng v : 77,6% khch hng cho l c hng v c trng

v 47% khch hng mun gi nguyn hng v ta nn gi nguyn hng

v.

Trong tng s 53% khch hng mun thm hng v cho pepsi

th c 23%mun c thm hng ru Rum nn pht trin thm dng sn

phm c pha thm ru Rum dnh ring cho Nam vi mu m khc hn,


39/46

v khc bit vi sn phm c khch hng khng nhm ln vi thit

k mu nng, thm ga v hi men.

V ngt c 68,42% khch hng cho l ngt bnh thng.

Cho thy khch hng kh hi lng v ngt hin ti. tuy nhin cn pht

trin thm loi t ng vi cht to ngt t nhin dnh cho ngi n

king.

4.2. Chin lc gi:

4.2.1. So snh gi Pepsi vi i th cnh tranh l Coca cola:

Pepsi 1,5l 11.500VND

Coca cola 1,5l 14.500VND

Ta thy, gi Pepsi thp hn Coca cola, cho thy gi Pepsi c tnh

cnh tranh cao.

Qua cuc kho st, th c 82% s

ngi cho rng gi ca pepsi l bnh

thng, tc l khng mc v khngr, c th chp nhn c, trong khi

9% li cho rng gi ca pepsi l r,

7% thy mc, kin qu r v qu

mc khng c nhiu ng tnh vi

t l chung 1%.

Nh vy, chng ta c th thy gi hin ti ca pepsi l ph hp vi

cht lng m pepsi mang li. V vy c th thy doanh nghip khngcn thay i v gi hin ti nhng cn phi quan tm ti vic n nh gi

c.

4.2.2. Khuyn mi gim gi

Cc cuc nghin cu cho thy khi ht gim gi th bn hng cng

gim theo. V cng ch nhng thng hiu thnh danh mi c c

nhng hiu ng tng doanh s khi gim gi. V sao? V khch hng t

khi mo him mua nhng thng hiu l ch v gim gi. iu h hay


40/46

lm l chn mua nhng thng hiu quen thuc ang gim gi c

li c i b, va an tm va tit kim !

V vy, chin dch khuyn mi gim gi rm r cng ch li ko

c 10% -20% s khch hng trung thnh quan tm, nhng doanh s

cng s khng th tng t bin nh mong i, nhng y cng l

cch gi chn khch hng ca mnh.

Cho nn ta nn chn

khuyn mi gim gi vo

nhng dp l ln trong

nm nh: tt, ging sinh

thi gian ny khch hng

thng mua vi s lng

nhiu. Ta nn khuyn mi

khi khch hng mua s lng tnh bng thng, lc . V d nh gim

5%/1 thng

4.3. Chin lc Marketing cho knh phn phi:

Knh phn phi cng l mt nhn t quan trng trong 4 P: Product,Price, Place, Promotion. Pepsi hiu rng: phn phi l cu ni quan

trng gia nh sn xut vi ngi tiu dng. Lm tt knh phn phi s

gp phn to ra nhng hiu ng tt i vi ngi tiu dng, ng thi

cng to ra doanh thu cho nh sn xut. Qua s liu phn tch, Pepsi

xy dng cc chin lc knh phn phi ca mnh:

Cn tng cng t chc phn phi hng ha n cc qun

nc, i l, ch, siu th c bit l ca hng, tp ha, niphn phi nh l nhng li c nhiu khch hng quan tm

n nht. B tr nhn vin bn hng tip th sn phm Pepsi

n cc ca hng ti cc qun huyn trn thnh ph cng nh

cc a bn trn c nc.

a sn phm n vi ngi tiu dng trc tip, phn phi ,

sn phm Pepsi ti: h thng siu th Coopmart, BigC,

Focomart, cc i l nc gii kht, tim tp ha. Chnh iu


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ny gip cho ngi tiu dng c th tiu dng ngay sn phm

bt c khi no c nhu cu.

X y dng h thng nhng quyn thng mi ln trn thgii nh: Pizza Hut, Taco Bell, v g rn hiu KFC, va s

dng nhng mn n yu thch va dng km vi nc ngt

Pepsi.

4.4. Chin lc xc tin bn hng

Pepsi cn ch trng n chin lc xc tin. C th nh:

y mnh qung co Pepsi trn cc phng tin truyn thng:

bo, tivi, Internet, cc poster nhng khu vc ng dn c

Pepsi Cola dng qung

co liu lng cao xy dng v

duy tr t l chim lnh th trng

cho cc nhn hiu ca doanh

nghip. Nm 1983 chim 26% th

trng (ng sau Coca Cola vi t l 35%), ph qung co cho mt hngny hn 65 triu la. Nm 1984, Pepsico d nh chi hn 40 triu la

cho ring nhn hiu Pepsico nhng khng ch dng qung co n vi

qun chng v khch hng m cn chi vo nhng phng tin truyn

thng khng o lng c nh phiu thng, k thi c thng, nh

c, nhng s kin c bit, nhng cuc trin lm thng mi, v cc hot

ng khuyn mi khc.

S dng phi hp vic qung co khuyn mi v tuyn truyn to nn chin dch mi. V d nh Pepsi s la chn ca th h mi

nhm thu ht c gii tr.

V cho n thi im hin ti, Pepsi vn lun u t kh ln cho

cc chng trnh qung co, vi nhng clip video sng ng, hp dn

ngi xem.

y mnh cc chng trnh khuyn mi:


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Nm 2005: "Dm ung, dm trng v ni bt" vi tng tr gi

ln n 16 t ng v 5 gii Sng Ht Mnh vi chuyn du

lch Hng Kng dnh cho 2 ngi km theo ti khon 10 triu

ng .

Nm 2009: Ti c th - chin lc tip th ca Pepsico

Vietnam c tung ra ng hnh vi tnh hnh suy gim

kinh t v ng gp nhiu hn cho ngi tiu dng, vv

Nn a ra cc hnh thc gim gi cho khch hng mua vi s

lng sn phm ln, v gim gi cho khch hng mua l vo cc ngy l,

tt, hay vo thng khuyn mi, thng gim gi, hoc p dng hnh thc

tng th tch sn phm nhng gi khng i, nhm tng thu ht s ch

ca khch hng, tng doanh s ca pepsi.

Nn tin hnh mt kiu qung co v khu v mi gi khch

hng dng th Pepsi so vi Coca cola lm khch hng b thu ht bi

nhng phiu thng, x s ca Pesico, ngi bn th b cm d bi cc

mn tr cp v trng by ca n. Nhng sn phm mi v nhng chin

dch qung co mi c nhm ti nhng nh ng chai v bo ch mi

khi c nhng s kin ni bt no din ra.

Cu slogan ang c qung co trn cc phng tin truyn

thng ca Pepsi ( qu Pepsi i) khng c nhiu khch hng thch th,

quan tm. V vy, nh marketing cn c chin lc thay i cu slogan

ph hp hn vi s thch ca khch hng m phn ln l gii tr tui

15-25, cu slogan cn mang phong cch tr trung si ng, ham hc hi,

khm ph ca gii tr.

Hnh thc qu tng km theo cng c s quan tm nn c th

p dng hnh thc khuyn mi nh l mua 5 tng 1, mua chai ln tng chai

nh hoc tng o thun c logo Pepsi khi mua s lng ln.


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5. Nhng nhn t bn trong nh hng n hnh vi ca ngi tiu dng

5.1. Nhn thc:

Pepsi lun c gng tr nn tr trung hn, khc l hn cc ith cnh tranh. l l do gip cho Pepsi gi c s gin d, si

ng v sng khoi ti tn by gi.

Pepsi th hin

tt c mi th c c t

nc gii kht c gas, t

mi v, s la chn ti

cm gic sng khoi, vuiv v tr trung. Tt c

nhng iu u n t

cc qung co ca Pepsi v dn ti vic pht trin cc khu hiu ca Pepsi

qu Pepsi i trong ma bng .

Ngoi ra, Pepsi cn gii thiu ngh thut c ng body painting

qua s xut hin ca cc siu sao bng nh Messi, Henry, Torress v

bi ht Oh Africa y ho hng. Tt c cc hot ng trn nhm gipngi hm m tha thch th hin tnh yu bng vi tinh thn qu

Pepsi i!.

iu gy n tng, thu ht, to s ghi nh cho ngi tiu

dng, ch yu l gii tr. V qua nghin cu c 42% khch hng thch cu

slogan ny v 20% khch hng tm t cu slogan ny.

5.2. Nim tin v thi :

T nhng khi ngun ht sc bnh thng, Pepsi sng st sau

hai ln ph sn v tr thnh cng ty nc gii

kht ln th 2 trn th gii sau Coca cola. C

thi gian c thng tin l Pepsi n cp cng

thc ch to coke ca Coca cola sau khi thng

tin ng trn mng lm cho khch hng

mt lng tin v thng hiu Pepsi. Ngay sau

Pepsi ng tin s tht s vic cho khch


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hng trn ton th gii bit (trn internet, truyn hnh, bo in), nhm ly

li lng tin khch hng ca mnh.

(www.ehorw.vn)

Vo thng 5/2006, cng ty PepsiCo nhn c mt bc th

trong c cp n vic "mun bn mt s thng tin ca cng thc

pha ch nc gii kht mi ca Coca-Cola do mt ngi tn "Dirk" c

chc v cao trong cng ty Coca-Cola cung cp". Sau khi nhn c thng

tin trn PepsiCo b mt thng bo vi FBI v Coca-Cola ton b s

vic.

Mt nhn vin mt v ca FBI b mt ci trang i din bnPepsiCo v tip xc vi Dimson ti phi trng quc t Hartsfield-Jackson

Atlanta vo thng 6 bn bc v phi v mua bn ny. Cui cng th

Williams, Dimson v Duhaney u b bt gi trong ngy 27/6. C 3 s b

a ra ta xt x trong ngy 6/7.

Theo Coca-Cola th cng thc pha ch ca loi nc ngt mi rt

quan trng. "N l yu t sng cn ca cng ty chng ti", Neville Isdell-

ngi iu hnh Coca-Cola cho bit.Ni v vic "cu" i th cnh tranh chnh mt bn thua trng

thy, Dave DeCecco - ngi pht ngn ca PepsiCo cho bit, PepsiCo rt

vui v gip i th ca mnh khm ph thnh cng v trm va ri,

trnh c mt tn tht rt ln. "Cuc chin trn thng trng thng

rt khc lit, nhng phi cng bng v hp php", Dave DeCecco ni.

6. Chin lc Marketing da vo cc nhn t bn ngoi:

6.1. Chin lc Marketing da vo cc yu t thuc v vn ha:

Vn ha ca ngi VN c mt truyn thng rt c bit l l lnh

m l rch, thng ngi nh th thng thn. Pepsi c gng hiu

c iu . Trong khi nhiu cng ty p dng cc chng trnh khuyn

mi vi nhng gii thng ln th PepsiCo Vit Nam li ku gi mi

ngi s dng sn phm ca mnh vi thng ip y tnh nhn vn mua

mt sn phm ca PepsiCo Vit Nam l bn gp phn xoa du ni mt

mt cho nhng ng bo vng thin tai bo lt (PepsiCo Vit Nam


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trch tin mt trn mi sn phm nhn cho tng sn lng bn ra trong

sut thi gian khuyn mi ng gp cho cng tc t thin).

Ngi VN c thi quen ung tr, ung caf hn l ung cc loi

nc c gas. Pepsi du nhp vo th trng Vit Nam theo vn ha Ty

phng. Tuy nhin, theo dng du nhp ca phng Ty, Vit Nam xut

hin cc qun thc n nhanh, rp xem phim, v ngi tiu dng, c bit

l khu vc thnh th nhanh chng tip nhn chng. Hin nay, ngi

ta d dng tm mt sut xem phim, mt qun n nhanh gii tr khi rnh

ri. Pepsi hiu xu th mi v nhanh chng tn cng vo yu t ny. V

Pepsi to ra mt xu hng trong i b phn ngi tiu dng, nht l

gii tr: n(KFC,pizza hut)+ung pepsi, xem film+bp rang b+pepsi,

6.2. Chin lc Marketing da vo nh hng ca nhm tham kho:

Rt nhiu chin dch qung co ca PepsiCo Vit Nam u c s

xut hin ca cc ngi sao Vit trong lng gii tr m nhc, th thao, bn

cnh cc ngi sao tm c th gii. y cng l iu m trc y rt him

cc cng ty a quc gia Vit Nam mnh dn thc hin.

Trn Th gii: pepsi mi cc ca s hng u hollywood qungco sn phm ca mnh: Britney Spear,Shakira,Eminem,.,ngi sao bng

David Beckham,Ka Ka,Messi

Ring ti Vn:

Nm 2006, ca s M Tm t chc mt live show kh honh

trng vi s ti tr ca pepsi.

Pepsi dng hnh nh ca Kasim Hong V.

Hu ht nhng gng mt qung co ca Pepsi u l nhng ngi

ni ting, l thn tng trong lng ca hng triu bn tr, l v d in

hnh cho gii tr, s tr trung, nng ng, y nhit huyt. V th, vic

mi h lm gng mt i din cho Pepsi gp phn to nn tro lu

Ung Pepsi cng thn tng trn th gii ni chung v ti Vit Nam ni

ring.


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6.3. Chin lc Marketing da vo yu t h gia nh:

Khi cn c thn, khch hng c khuynh hng dng: lon v

chai nc ngt, m bo tnh gn nh, tin li.

Khi c gia nh, khch hng cng rt quan tm n s tit kim

chi ph m vn m bo cht lng nc ung. Do , h thng c xu

hng dng chai nc ngt c th tch ln: 1,5 lt.

Hiu c nhng nhu cu , Pepsi y mnh h thng phn

phi n mc tin dng nht c th, km theo nhng khuyn mi: qu

tng, gim gi; nhm p ng tt nht nhu cu ca tng nhm khch hng.

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