VanLuong.blogspot.com TruyenThongTHTrueMilk

8/2/2019 VanLuong.blogspot.com TruyenThongTHTrueMilk

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- TH MILK mi gia nhpthtrngsativisnphmsa

sch TH Truemilk cui thng 12 nm 2011.

- Sa ti l dng sn phm ang c nhiu cng ty snxutsatp trung pht trin.

TH true Milkimtthnghiuln: Vinamilk, Dutch Ladyv thng hiu khc: Anco Milk, Hanoimilk, Mc chu,Hancofood, Nutifood

PHN TCH BI CNH


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Tc tngtrng v mctng trng tiuthsatiVitNam cn rtln

-Cui 2008- u 2009: skinsanhimcht melamineiu khch hng quan tm nht l chtlngcasa- Thng ip sa sch TH Truemilk truyn t trongnm qualungdlun tri chiu

PHN TCH BI CNH


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Nhn hiu sa hng u Vit Nam, cuy tn ln v otnhiugiithng

Chimphn ln dung lngthtrngvi knh phn phirngkhp

Khai thc trit mi phng tintruyn thng v cc chng trnh truynthng uhiuqu

100% NTD bitn nhn hiu: 91% tngdng sn phm, 78% a thch sn phmsaca Vianmilk. (Ngun: Tnghp)

Phn tch ith VINAMILK


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Vo Vit Nam nm 1994, khng cntip th n o Dutch Lady vn d dng

thnglnhthtrngsanc

Dutch lady cng vi Vinamilk chim

khong 72% thphn trn thtrngsanc

nhn bit thng hiu ca DutchLady chxp sau Vinamilk

Nhn hiuquct, hnh nh c gi HLan quen thuc.

Phn tch ith DUTCH LADY


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ang trong giai on thm nhp thtrng.

Sati TH true Milk c gi bn cao hn

so vi Vinamilk, trung bnh 26.500 ng/lc 4hp 180 mlHngnv trdnuTruyn thng hng n im mnh lcng ngh v chtlngsa.

Thng ip sa sch ca TH True Milk gy cs ch canhiungi tiudng.

Phn tch nilcca TH True Milk


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- 19.3%: cha bit n snphm- 80.7%: bit n snphm:- 43.7%: cha dng th- 56.3%: tng dng th:

7.7% khng thch 21.7% bng quan27.5% a thch

( kho st nhm trn 200 ngi)

TNG QUAN TH TRNG


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Tngsngi dng thln

75%Tngsngia thch ln 50%

Trong 6 thng u 2012, tptrung tnglngngi tiudng snphmsati TH trueMilk

MC TIU TRUYN THNG


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1.Th trng mc tiu

Gii tnh: n tui t 15-25Khu vc thnh thTng lp A, B

2.Cng chng mc tiu

Gii tnh: n tui t 15-39Khu vc thnh thTng lp A, B, C

c tnh: Nhng ph n tinh t, snh iu v sang trng,yu thch thin nhin, quan tm chm sc sc khe, ch trngv cht lng hn gi c, k tnh trong la chn sn phm.


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Tinh ty thin nhin cginguyn vntrong tnggitsatisch


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Th cht:

Nhng git sa cht lc t thinnhin qua quy trnh x l khp

kn mang n ngun dinh dng

thit yu cho c th

Vc dng v phong cch:

- Gi gn v ci thin vc dng- To cm gic nh nhng, kho khon,tr trung y cun ht ni ngi i

din.


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Tinh thn:

-Quy t nhng thun khit cathin nhin gip bn ly li s ththi trong tm hn, gii tanhng cng thng ca cuc sngbn b.

- TH True Milk mang n bn slc quan, t tin.


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TVC:HTV7VTV3SCTV2

StarMovies.

Bo ch:

Tuitr

Tp chTipth v Gia nh Tp chThgiiPhn Tp ch sinh vin 2!


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Indoor

Sdng hnh thc Out-of-home TV ctrng by trong cc knh siu thnh:

Saigon Co-opmart, Big C, Citimark.

OutdoorBngqung co hpnti nh chxebut, khu vcni thnh: gntrngtrung hcihc, v cng s


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PR

EventT chc hi tho ni v dinh dng sc

khe v sc p

S dng phng tin bo ch:

Cc bi Article v bi ni v SocialActivities c in trn cc knh boch nh: Tui Tr, tp ch Tip th vGia nh, tp ch Th gii ph n.


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Direct MarketingPhngtin Internet:cc hnh thc online marketing cngti lncc trang web sau:

1.Dantri.com.vn2. 24h.com.vn3. zing.vn4. eva.vn5. Facebook.com

6. Youtube.com7. thegioiphunu-pnvn.com.vn8. webtretho.com.vn


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Phngtin Thng1

Thng

2

Thng

3

Thng

4

Thng 5 Thng

6

Ads TVC

Print-Ad

Outdoor

Indoor

PR Article

Event

Direct

Marketing

Online marketing


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n v tnh 1,000,000 ng

Phn b chi ph Marketing

Tng

cng

Thng

1Thng

2

Thng

3

Thng

4

Thng

5

Thng

6Truyn thng nhn hiu 28873 6583 4263 5303 4105 4525 4095

Qung co TVC 17624 3248 3248 2968 2720 2720 2720

Qung co bo 1939 970 970

Bnghiu 6350 2100 750 1100 900 750 750

PR 1370 0 0 0 220 790 360Bi vit 350 220 130

Hot ng x hi 1020 660 360

Online marketing 1590 265 265 265 265 265 265

Chi ph cho Agency 557 0 0 0 0 0 0

Snxut TVC 500 500

Ph media

Phthitkbao b 57 57

Nghin cuMarketing 300 0 0 0 0 0 0

Chi ph nghin cu KH 300 300Tngcng 29730 6582.5 4263 5302.5 4105 4525 4095


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1/TVCo Thi gian thchin : 5/1/201230/6/2012

di TVC: 30 giy (T1-T4), gimdn15 giy (T5-T6)o tng:

Muvi hnh nh thin nhin rngln Bicnh:

Hnh trnh: 1 gitsa nhn cch ha, rixung qua cc giai onca quy trnh sx

Cng chng mc tiu thy hnh nh:Thin nhin, n b chtlng, cng nghsnxut tin tin

chang trong hnh nhgitsaMt c gi trcmhpsa v thngthc.

Cmnhn: nnglng, cn bng v ththi trong tm hn

Kt thc onqung co 30 giy: Slogan TH trueMilk thtsthin nhin Tn thnghiu: TH trueMilk idin qung co : c Thanh Vn

Advertising


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2/ Print Ad

oThi gian thc hin

2 16/1/2012, 331/3/2012o tng thc hin

Nhn vt: c Thanh Vn trong vai n doanh nhn tr vi trangphc sang trng, ti ci nng hp sa TH trueMilk

Khng gian: trn ngp mu xanh ca thin nhin du mt

Xut hin:

Slogan: Tht s thin nhin Tn thng hiu: TH trueMilk

o Phn b ngn sch chi tit v ch tiu nh gi


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3/ Outdoor v Indoor

Indoor : Out of home TV:

di on qung co: 45 giy Thi gian thc hin: 1 23/1/2012; 1/3 30/4/2012

tng thc hin:

27 giy u tng t TVC 30s.

13 giy tip theo th hin tn ch cam kt u t nghin cu nghimtc cho dng sa ti TH trueMilk

Kt thc on qung co 45 giy, th hin:

4 hp sa ti nguyn cht, c ng, t ng, du

Slogan TH trueMilk tht s thin nhin

Tn thng hiu: TH trueMilk

Knh siu th: Co.op Mart, Big C, Citimart

Ngn sch phn b chi tit, ch tiu nh gi


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3/ Outdoor v IndoorOutdoor: Bng hiu qung co hp n ti nh ch xe but

Thi gian thc hin: 15/1/2012 30/6/2012 Hnh nh th hin:

Nhn vt: c Thanh Vn tr trung, sang trng, ti ci,th hin sc sng trn y, tay nng hp sa TH trueMilk.

Khng gian: mu xanh ca thin nhin du mt. Xut hin: Slogan Tht s thin nhin

Tn thng hiu: TH trueMilk

Ngn sch phn b chi tit, ch tiu nh gi


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Advertorial

o Thi gian thc hin:

Bo Tui tr: 2, 11, 26, 28, 30/4/ 2012; 2, 6/5/2012

Tip th v Gia nh: 9/4/2012; 5, 28/5/2012

Tp ch Th gii Ph n: 2/4/2012; 7/5/2012

o Ni dung bi vit: Chuyn mc sc khe: Dinh dng cho bn gi kho p

T vn chn loi sa ti theo la tui

Quan nim v sa sch

Chuyn mc nu n: mn n, thc ung ch bin t sa ti Bn tin KTTT: S cp thit ca sn phm c ngun gc sch

Phng vn i din TH trueMilk, m hnh sx sa sch

o Phn b ngn sch chi tit, ch tiu nh gi

Public relation


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tng chng trnh:

TH trueMilk v v p ph n

Khch mi tham d:

- Mt chuyn gia v dinh dng: Phn tch dinh dng lm sao kho vp

- 4 ca s,din vin niting:

+ 2 din vin: chia s bquyt

+ 2 ca s: ht gia ccphncachng trnh

Tng sn phm: khn gi tham d chng c nhn lc sa ti cnghoc t ng TH true Milk

Tng ngn sch chi: 2,810,000


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EVENT 1: TH TRUE MILK NG HNH CNG SC KHO V V P BN GI

itng: Sinh vin trngH dn lp v quct

Ni dung Phn1: Cng chn b quy trnh to nn gitsasch Ccugiithng tr chi:

1 GiiI: 2,000,000 VN

1 GiiII: 100,000 VN

2 GiiIII: 500,000 VN Khi tham d CT: 1 lcsa TH trueMilk 180 ml

Phn 2: Tvnv tc dngcasaivisckho v vp

Khch mi chnh vtvn dinh dng:

Bs ThNgcDip, G Trung tm Dinh dng TP.HCM BsNguynTh Lm, ph vintrngVin Dinh Dng HN

Bs dinh dngPhmHng NgaVin Y Dchc dn tc, N

Lng sinh vin tham gia: 300 ngi/trng 35 sv/tr chi, 5 sv/i


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EVENT 2:

CN BNG CNG VIC V SC KHE PH N

i tng: ph n25-40 tui Ni dung chng trnh:

T chc chng trnh hi tho cp phng php:

Gim cng thng, cn bng trong cng vic,

Phng trnh cc bnh thng gp

T vn ch dinh dng cho la tui 25-40

Gi gn vc dng, khe, p v vic dng sa ntn

Ngi tham d:

Khch mi chnh v t vn dinh dng:

Bs Th Ngc Dip, G Trung tm Dinh dng TPHCM

Bs Nguyn Th Lm, ph vin trng Vin Dinh Dng HN

Bs dinh dng Phm Hng NgaVin Y Dc hc dn tc, N

Lng khn gi: 150-180 ngi/chng trnh

Di k i


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- Online marketingoBanner qung co

Thi gian tin hnh: 1/1/2012 30/6/2012

Phn b ngn sch, ch tiu nh gi.

Direct marketing

Ch ti t khi kt th k h h


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nhn bit thng hiu:

Bit n sn phm:

96% cng chng mc tiu ti TPHCM

93% cng chng mc tiu ti H Ni

85% cng chng mc tiu ti Nng

78% cng chng mc tiu cc thnh ph khc

Dng sn phm 75%: khch hng mc tiu

Effective Frequence: 3+

Effective Reach: 70% 3+

Ch tiu t ra sau khi kt thc k hochtruyn thng 6 thng u nm 2012


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Print ad V tr, thi gian Ngn sch

Tuitr Tui tr cuitun:

V tr: Trangtrong

thng 1:3 ln

thng 3:4 ln

Bo tui trngy 24h:

- V tr: Trang 1

7 ln trong thng 1

6 ln trong thng 3

- 10,000,000 /s bo, trn tuitrcui

tun, v Ad size: 260x375 sq.cm

- 68,250,000/s bo, trn tuitr ngy

24h v Ad size: 260x375 sq.cm

- Thng 1: 507,750,000

- Thng 3: 449,500,000

Tip th v gianh

V tr: ba 4

Thng 1, 3:

- 3 ln trong thng 1- 4 ln trong thng 3

- 75,000,000 cho cho mis bo,

- Ad size: 420x270 sq.cm- Thng 1:225,000,000

- Thng 3:300,000,000

Tp ch thgii ph n

V tr: Trang trong

Thng 1, 3:

- 3 ln trong thng 1- 4 ln trong thng 3

- 51,480,000 /s bo,

- Ad size: 220mmx280m

Thng 1: 154,440,000Thng 3: 195,920,000

Chuyn 2! V tr: Trang trong- 2 ln trong thng 1

- 4 ln trong thng 3

- 1,700,000/s bo,

- Ad size: 220mmx280mm

Thng 1: 34,000,000

Thng 3: 68,000,000


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Print-AdKnh bo ch

Tngchi ph

CPMCPM

bnh qunThng

1

Thng

3

Tp chtipth v gia nh

525,000,000 156,250 125,000

52,960

Botuitrcuitun

70,000,000 40,000 40,000

Botuitr ngy-24h

887,250,000 34,125 34,129

Tp chthgiiphn

360,360,000 111,913 106,478

Chuyn 2! 102,000,000 50,295 50,295


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T.V

channelsNi dung Ngn sch

HTV7

14 ln 1 tun (30s) Timeline: th 2 nchnht

9:0012:00,16:0018:00,18:0021:00,21:0023:00

Ring t3:19-19h30 v 22h-22h30 trong 4th u

-Thng 1, 2, 3, 4: 1,74 t/thng

-Thng 5, 6: 1,420 t/thng

StarMovies

Thng 1 Thng 4

4 ln/1 tun (30s) Timeline:

- Th 7: 9:4511:15; 18:1519:45- CN: 9:4511:15, 18:1519:45

11 triu cho 30s trong 9h45-11h15 3.5triucho 30s trong 18h15-19h45

Mi thng: 4 x (11,000,000 x 2 +3,500,000 x 2) = 116,000,000

VTV3

T1 T6

5 ln/1 tun (30s) Time line:

Th 2, 3, 4, 6, CN:20h-21h

55,000,000 cho 30s vo th 2, 4, 6 60,000,000 cho 30s vo t3 v CN Mi thng:

4x(55000000x3+60.000.000x2)=

1,140,000,000

SCTV2

4 thng (T1 T4)

3 ln 1 tun (30s) Timeline:

- Th 2, 4, 6: 17:45 19:45

11,000,000 cho 30s vo th 2, 4, 6 Mi thng:4 x (11,000,000 x 3) = 132,000,000


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TVC KnhTng

chi ph

Rating

GRPs CPPThng

1

Thng

2

Thng

3

Thng

4

Thng

5

Thng

6

HTV7 9800 15% 15% 16% 18% 16% 16% 96% 89.913

Starmovies 464 13% 16% 15% 14% 13% 15% 86% 10.04

VTV3 6840 17% 16% 16% 17% 18% 15% 99% 56.7692

SCTV2 528 14% 11% 13% 14% 15% 16% 83% 12.4186


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Outdoor Thi gian, v tr Ngn sch

Nhch xebut

Thng 1 Thng 6

- Bng hp n ti nh ch xe but, Gn

trngihc dn lp, quct v cc cngty

- TP HCM: 50 trmch- TP H Ni: 40 trmch- TPNng: 40 trmch

Tng cng chi ph mithng:

720,000,000

IndoorThi gian, v tr Ngn sch

Out of

home

TV

Slng Co.opMart Big C Citimart - Thng 1: 775,105,000- Thng 3: 461,733,000

- Thng 4: 292135000

Tngcng:1,528,973,000

TP. HCM 28 5 1

H Ni 1 32

nng 1 1 0

Knh hi h CPM

CPM


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Thchin lin tc T1-T6

CPM trung bnh mithng (VND)

1,888

Hnh thcKnhtruynthng

S lngTng chi ph

(VN)CPM(VN)

CPMCTr

(VN)

Out of homeTV

Knhsiu th

TPHCM

TPH Ni

TP

Nng

1,085,737,000

Thng1

Thng3

Thng4

20,628

33,820 19,171 10,892

Co.op Mart 28 1 1

Big C 5 3 1

Citimart 8 2 X

Bngqungco

hpnnh ch xe

but

Trmxe but

trung tm

ni thnh

50 40 30 4,080,000,000

PR: Slots / Location Budget


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Article Slots / Location Budget

TuitrTuitrcuitun:V tr: Chuyn mc

Nhpsngtr(tnh yu-lisng)1 ln trong thng 4

Bo tuitr ngy 24h:- V tr X hi (sngkho)- 4 ln trong thng 4- 2 ln trong thng 5

TNG CNG:133.825.000VND- Thng 4:97.500.000VND

- Thng 5: 3.632.5000

Tp chthgiiph

n

V tr: Chuyn mc- Sckhe- Phnhini

1 ln trong thng 41 ln trong thng 5

TNGCNG:79.200.000VND-Thng 4: 36300000

-Thng 5: 42.900.000

Tipthv gia nh

V tr: Chuyn mc- Kho vui (bc str chuyn)- Lisng (gi trsng) 1 ln trong thng 4

1 ln trong thng 5

TNG CNG:136.350.000VND

- Thng 4: 82.500.000VND

- Thng 5: 53.850.000VND

PRT l C CPM


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Knh bo chTotal Cost CPM

Tp ch

tipth & gia dnh 136,350,000 90,900

Botuitrcuitun

5,175,000 6,809

Bo

tuitr ngy 24h 128,650,000 28,212

Tp chthgiiphn

79,200,000 146,666

PR : Thi gian a im Ngn sch


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TH true Milk ng hnh cng sckho vvpphn

EVENTThi gian, a im Ngn sch

H NI

- 5/ 5/2012:

H kinh t quc dn- 8/5/2012

International ConferenceCenter

- 100,000,000/ chng trnh H

- 180,000,000/ Hi thoTng cng: 280,000,000 VN

NNG

- 10/5/2012:

H ngoi ng Nng

- 15/5/2012

Trung tm tic ci hi ngh 4U

- 90,000,000/chng trnh H

- 180,000,000/ Hi tho

Tng cng: 270,000,000 VN

TP. HCM

- 18/5/2012:

H Hoa Sen

- 6/6/2012 Trung tm Ticci v Hingh

Callary

- 110,000,000/chng trnh H

- 200,000,000/Hitho

Tngcng: 310,000,000 VN

CN TH

- 18/6/2012:

Khch sn Si Gn CnTh

- 160,000,000/ Hitho

Tngcng: 160,000,000 VN

OnlineV tr thi gian Ngn sch


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Marketing V tr, thi gian Ngn sch

Dantri.com.vn

V tr: Trang ch, topTime line:1-3 tun/thng tngcng 14 tun

- Banner,

- Ad size: 360 x 110 pixel

- Trung bnh 1 thng chi:116,667,000

24h.com.vn

V tr: chuyn mc c bit,fixed

right

1-3 tun/thng tngcng 14 tun

- Banner, v

- Ad size: 210 x 480

56,000,000 /thng

Zing.vn

V tr: Trang ch, top

1-3 tun/thng tngcng 16 tun

- Banner, v

- Ad size: 728 x 90 pixel

Trung bnh 1 thng chi: 22,667,000

Eva.vn

V tr: trang chu, fixed right 1 1-3 tun/thng tngcng 14 tun

- Banner, v

- Ad size: 210 x 480

42,000,000/thng

Facebook.co

m

V tr: trang chu, fixed right P 4 tun/thng tngcng 24 tun

- Sdng hnh thc banner

9,000,000/ thng

Youtube.com

V tr: Search & browse page 4 tun/thng tngcng 24 tun

- Sdng hnh thc promoted video- Pay per click (375/click)- 5,250,000/thng


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Trang web Tng giaCPM k vng

T1 T2 T3 T4 T5 T6

dantri.com.vn 700,000,000 7142.85 79365.07 75187.96 73637.70 6802.72 72150.07

24h.com.vn 336,000,000 1142.86 1071.43 1038.96 1071.43 979.59 1008.40

zing.vn 136,000,000 485.71 551.95 449.74 551.95 404.76 433.67

eva.vn 252,000,000 40816.33 39560.44 36734.69 35714.29 37815.13 38961.04

facebook 54,000,000 80.36 76.53 71.43 73.05 68.39 66.96

youtube 31,500,000 187.50 2083.33 1704.55 1913.27 183.82 189.39


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