- 1. Thnh vin nhm : Nguyn Minh cV Thanh Tng V Tng Bi Th Cng Nguyn
Vn Hiu Nguyn Th Anh
2. Ni dung chnh:1. Chin lc sn phm.2. Chin lc gi.3. Chin lc phn
phi.4. Chin lc xc tin hn hp. 3. LOGO HNG 4. Tin thn l mt nh my
biaca T Bn Php c xy dngt nm 1875 5. 1977 1988: 01/06/1977: Cng ty
Ru Bia MinNam chnh thc tip nhn v qun l Nh myBia Ch Ln t Hng BGI v
hnh thnh nnNh my Bia Si Gn. 1989 1993: H thng tiu th vi 20 chi nhnh
trn c nc. 1994 1998: H thng tiu th t 31 chi nhnh trn c nc 1999
2002: 2000: H thng Qun l Cht lng ca BVQI - ISO 9002:1994 2001: H
thng Qun l Cht lng ca BVQI - ISO 9001:2000 Thnh lp cc cng ty lin kt
sn xut bia2003: Thnh lp Tng cng ty Bia - Ru -NGK Si Gn SABECO trn c
s Cng ty BiaSi Sn v tip nhn cc thnh vin mi.Hin nay Tng cng ty Bia -
Ru - NGK SiGn SABECO c tng cng 28 thnh vin. 6. I. Chin lc sn phm1.
Cu trc sn phm:a. Thnh phn ch yu ct li: Mt nghin cu mi y ti M khng
nh rng bia lm choxng chc hn v chng s rn gy khi v gi. Kt qu nghin cu
mi y ca cc chuyn gia Vin nghin cubia ru Anh ch ra bia l mt trong
nhng ung cha cn cli nht trong ma h nht l sau qu trnh vn ng. Hp cht
ca bia vi thnh phn c chit xut t cy hublong(cy hoa bia) c tc dng
chng ng mu, ngn nga ungth,gin tc gia tng ca bnh tim v bnh ung th.
7. I. Chin lc sn phm1. Cu trc sn phm:b. Thnh phn sn phm mc tiu: Vi
kiu dng chai thon nhng mnh m,va tay,thit khin i rt thun tin cho vic
ung bia t chai. 8. I. Chin lc sn phm 9. I. Chin lc sn phm Khu hiu :
Bia 333 Premium- Khi dy amm.xng tm ng cp 10. I. Chin lc sn phm C,
Thnh phn sn phm b sung: a im bn hng: ngoi cc i l ln bia c tiu th ti
cc nhhng qun n. 11. I. Chin lc sn phm2. Cc quyt nh c nhn v sn
phm:a, Thuc tnh sn phm: S cng b cht lng: Tiu chun TCCS 4 : 2008 Bia
chai 333 Premium mi s tr thnh ngi bn sang trng,lch lm v thn thit
trong nhng dp hp mt bn b,trong cccuc hp.vi i tc kinh doanh ca ngi
ung bia,hay n ginl ngi bn thn thit trong mi ba n ca mi gia nh. Vi
thit k nhn pha trn gia mu trng sang trng lch lmvi nh bc mnh m y nam
tnh kt hp vi cc im nhntinh t gia cc mu vng, truyn thng ca ngi ng.
12. I. Chin lc sn phm2. Cc quyt nh c nhn v sn phm:b, Thng hiu: 13.
I. Chin lc sn phm Vi s mnh ngy cng phc v khch hang ungbia ngy cng
tt hn vi cc sn phm cht lngcao v dch v tt,tha hng nhng tinh hoa
tthnh cng ca sn phm bia lon 333,sabeco nghin cu,pht trin thnh cng
sn phm mi bia chai cao cp 333 Premium vi mong mun em n cho ngi tiu
dung Vit Nam mt lung gi mi trong thng thc cc sn phm bia. 14. I.
Chin lc sn phm2. Cc quyt nh c nhn v sn phm:c, Nhn hiu: Vi mu chai
truyn thng l mu ,logo 333 mu trngni trn nn ,bia 333 Premium gip
khch hng ddng nhn bit vi cc bia khc trn th trng.d, Bao b ng gi: Bao
b: ng trong chai thy tinh,24chai/thng carton Rt d vn chuyn. 15. I.
Chin lc sn phm 16. I. Chin lc sn phm3. Chu k sng ca sn phm: Trong
giai on 2001-2007 tc tng trng ton ngnhbia t 13% Cc cng ty bia trn
th trng ngy cng pht trin nhHabeco,Tiger,Heniken Knh phn phi rng ri.
Khch hang l ch yu Sn phm ang nm trong giai on bo ha 17. II. Chin lc
gi Sn phm Sabeco nh gi da trn ngi mua theo gi tr nhnthc c. H xem
nhn thc ca ngi mau v gi tri ch khngphi chi ph ca ngi bn l c s quan
trng nh gi. H sdng nhng yu t chi ph gi c trong marketing-mix xydng
gi tr c cm nhn trong tm tr ca ngi mua. Gic inh ra cn c vo gi tr c
cm nhn . Chin lc nh gi Sabeco thm nhp th trng: khc vi chinlc inh gi
cao nhm cht lc th trng,doanh nghipcocacola chn chin lc nh gi sn phm
mi tng i thpnhm thm nhp th trng,vi hi vng rng s thu ht c mts lng ln
khch hang v t c mt th phn ln. 18. II. Chin lc gi nh gi chit khu:
Sabeco s iu chnh gi ca mnh thng cho nhng khch hng thanh ton trc thi
hn,muakhi lng ln. Chit khu tr tin mt l s gim ga cho nhngkhch hng no
mua v thanh ton tin ngay, chit khu theo slng l s gim ga cho nhng
khch hng mua sn phm vi slng ln. nh gi phn bit theo dng sn phm: theo
cch nh gi nycc kiu sn phm v cc mt hng ca Sabeco c inh gikhc
nhau,nhng t l vi chi ph tng ng ca chng nh gi theo loi sn phm:
Sabeco thng sn xut nhiu kiusn phm v mt hng ch khng phi mt th duy
nht. Chngkhc bit nhau v nhn hiu,hnh thc,kch c,tnh nngdo chng c nh
gi cc thang bc khc nhau. 19. II. Chin lc gi Bia Si Gn hin ta c mng
li gm 39 chi nhnh v tng khoti nhiu v tr khc nhau, nn trong qu trnh
vn chuyn,thitit,a hnh ng x xa xi l nhng yu t nh hng khngnh ti cht
lng ca bia.Lm sao cht lng bia lun mbo,v chai lun nguyn vn,khng b
try xc,l c mt qutrnh khng h n gin. V chai do Cng ty Thy tinh
Sanmiguel sn xut lun t chtlng cao,song Cng ty cn phi ch n khu chm
lo cho xevn chuyn. Coi xe nh con,nn Cng ty lun ch trng v sinhsch
s,thng xe,sn xe lun chc chn m bo cho qu trnhvn chuyn khng xy ra tnh
trng v. Xe vn chuyn bia phi tuyt i khng c ch sn phm nokhc. Nhng
chic xe ln ng ra trn,phi lun c chey cn thn, sn phm khng b nh hng ca
thi tit v sva chm bn ngoi lm gim bt i cht lng. 20. II. Chin lc gi
Vi cam kt m bia Si Gn t ra l,sn phm ti tay ngi tiudung phi m bo tt
c cc tiu chun ca Sabeco v chtlng,nn trong qu trnh vn chuyn,ch cn s
lm try xcnh thn chai v v chai,xe ca cng ty phi chuyn v chi nhnhhoc
tng kho hy b. lm tt nhim v t ra,140 CBCNV Cng ty lun thc ctrch nhim
ca mnh. My ai hiu rng, nhng chai bia SiGn lun song snh mu vng ti vi
hng v m v himen lun thm nng ta lan trong tay ngi tiu dng,l c mtqu
trnh vt v,m thm lng l ca i ng CBCNV Cng ty CPvn chuyn v Giao nhn
Bia Si Gn. 21. II. Chin lc gi H thng knh phn phi cua Sabeco t chc
theo h thng marketing truyn thng. Vi h thng tng kho nhiu v tr khc
nhau trn t nc cc sn phm ca Sabeco c a ti tay ngi tiu dng thng qua
cc i l,nh bn l trn khp t nc nh h thng nh hng qun n 22. III. Chin lc
phn phi 23. III. Chin lc phn phi C th v khu vn chuyn nh l chic cu
ni v cngquan trng gia khu sn xut v tiu th bia. Minm,Tng cng ty Bia-
Ru- NGK Si Gn (Sabeco) cho ra i gn 700 triu lt bia,mi thng,sabeco
cnkhong 40.000 chuyn xe vn chuyn sn phm. biaSi Gn n tay ngi tiu dng
khp mi min t ncmt cch an ton v cht lng,c s ng gp khng nhca Cng ty
CP Vn ti v Giao nhn Bia Si Gn 24. III. Chin lc phn phi Bia Si Gn
hin ta c mng li gm 39 chi nhnh v tng kho ti nhiu vtr khc nhau, nn
trong qu trnh vn chuyn,thi tit,a hnh ng xxa xi l nhng yu t nh hng
khng nh ti cht lng ca bia.Lm sao cht lng bia lun m bo,v chai lun
nguyn vn,khng b tryxc,l c mt qu trnh khng h n gin.V chai do Cng ty
Thy tinhSanmiguel sn xut lun t cht lng cao,song Cng ty cn phi ch n
khu chm lo cho xe vn chuyn. Coi xe nh con,nn Cng ty lunch trng v
sinh sch s,thng xe,sn xe lun chc chn m bo choqu trnh vn chuyn khng
xy ra tnh trng v. Xe vn chuyn bia phituyt i khng c ch sn phm no
khc. Nhng chic xe ln ngra trn,phi lun c che y cn thn, sn phm khng b
nh hngca thi tit v s va chm bn ngoi lm gim bt i cht lng. Vi camkt m
bia Si Gn t ra l,sn phm ti tay ngi tiu dung phi m bott c cc tiu
chun ca Sabeco v cht lng,nn trong qu trnh vnchuyn,ch cn s lm try xc
nh thn chai v v chai,xe ca cng typhi chuyn v chi nhnh hoc tng kho
hy b. 25. III. Chin lc phn phi lm tt nhim v t ra,140 CBCNV Cng ty
lun thcc trch nhim ca mnh. My ai hiu rng, nhngchai bia Si Gn lun
song snh mu vng ti vi hngv m v hi men lun thm nng ta lan trong
tayngi tiu dng,l c mt qu trnh vt v,m thm lng lca i ng CBCNV Cng ty
CP vn chuyn v Giao nhnBia Si Gn. H thng knh phn phi cua Sabeco t
chc theo h thngmarketing truyn thng. Vi h thng tng kho nhiu vtr khc
nhau trn t nc cc sn phm ca Sabeco ca ti tay ngi tiu dng thng qua cc
i l,nh bn ltrn khp t nc nh h thng nh hng qun n 26. III. Chin lc phn
phi 27. III. Chin lc phn phi 28. IV. Chin lc xc tin hn hp1. Qung
co: Mt doanh nghip hay mt tp on mun to dng thnghiu khng th b qua
vai tr quan trng ca qung co. V vyqung co c nhiu doanh nghip u t rt
cng phu v trchmt phn khng nh li nhun u t. D t m nhng rt tngi bit r
nhng cu chuyn y th v hay tnh hung dkhc d ci pha sau mi clip qung co
n tng. C l c gi truyn hnh vn cn nh ti clip qung co biaSi Gn rt n
tng cch y vi nm vi slogan c o Dbn khng cao nhng ngi khc cng phi ngc
nhn. cc slogan gi gn trong vi ch ny,c pha doanh nghip vcopywriter
(chuyn vin tng qung co) phi tn khnhiu thi gian ng no. 29. IV. Chin
lc xc tin hn hp1. Qung co: Theo ng L Hng Xanh, Gim c marketing Tng
cng ty CPBia- Ru- NGK Si Gn- Sabeco,tt c nhng qung co chosn
phm,doanh nghip u phi thu mt n v qung cochuyn nghip thc hin. Tuy
nhin,doanh nghip vn phi au u trong vic cng tcvi n v qung co tm ra
tng,ni dung ph hp choon phim. Mt ln na,ng Xanh phi tp trung cao
nghin cu kh k sn phm ca mnh, t hnh dng ti hngvj, tm ra nt c o
ddwacj trng ca bia Si Gn. V tng qung co s phi lm ni bt c im . 30.
IV. Chin lc xc tin hn hp1. Qung co: Mt c im ca bia Si Gn l c dng
ln. y c v nh l nhc im caloi bia ny v ngi ta thng cho rng chai thp
th cht lng bia t hn. Tuynhin, chai bia Si Gn nhng m nn lng bia vn
nhiu. Hn na,iuquan trng nm cht lng, hng v ca bia. V th,chng ti yu
cu nv qung co ch trng vo c im ny vit tng v slogan. T ,slogand bn
khng cao nhng ngi khc cng phi ngc nhn ra i. Hng nm Sabeco dnh khong
vi phn trm doanh thu u t voqung co. Trong , mi mt on clip qung co c
gi ln ti 50.000- 70.000USD. Cn gi phi tr cho mi mt cu slogan dao ng
t 1.000- 2.000 USD tic trm triu ng. Ging nh m hnh ca mt cu lc b,t
lu cc Hi qun bia Si Gntrong khp c nc tr thnh im n ca nhng ngi yu
thch loi biany. Khng ch vy,n cn l mt cch xy dng hnh nh qung b thng
hiuy hiu qu m Sabeco ,ang v s tip tc pht trin. 31. IV. Chin lc xc
tin hn hp 32. IV. Chin lc xc tin hn hp 33. IV. Chin lc xc tin hn hp
Khuyn mi.Chng trnh khuyn mi Bt np ngay- tin traotay cng bia si GnT
ngy 15/3/2008, Tng Cng ty CP Bia- Ru-NGK Si Gn- Sabeco thc hin chng
trnh Khuyn mi c bit ti cc tnh min ty nam b chongi tiu dng s dng cc
sn phm bia chai Si Gn cc im bn hng c nhn vin tip th ca Sabeco. 34.
IV. Chin lc xc tin hn hp 35. IV. Chin lc xc tin hn hp Cc hot ng
khc. Ngay sau khi l va tan, phi hp cht ch vi UBMTTQ tng aphng, ngy
8/10/2010,on cng tc x hi ca Tng Cng ty CP Bia-Ru- NGK Si Gn- Sabeco
n thm v trao tin,qu gip ngbo cc tnh Qung Tr,Qung Bnh, H Tnh v Hu .
Ngy 22/6/2010, Tng cng ty CP Bia- Ru- NGK Si Gn- Sabeco t chc l
khnh thnh cng trnh Trm y t x Yn L,huyn NhXun,tnh Thanh Ha. y l cng
trnh u tin c thc hin bng ngun kinh ph ti trca doanh nghip c Chnh Ph
ng vin gip cc huyn ngho. Nm 2009 ghi nhn nhiu hot ng XH-TT,n n p
ngha caTCT CP Bia-Ru- NGK Si Gn- Sabeco. Tng cng ty m ch occ n vj
thc hin nhiu chng trnh n n p ngha,x hi tthin thit thc ,hiu qu vi
tng s tin trn 7 t ng, trong ringcng ty m thc hin vi s tin gn 2,6 t
ng. 36. IV. Chin lc xc tin hn hp Hi ngh khch hng nm 2007, Sabeco
quyn gp c hn1,6 t ng,h tr kp thi ng bo ngho va tri qua cn bos 6,vi
20 ngi nh i on kt ti Nng,20 ngi nh tiQung Nam v 25 ngi nh ti Qung
Ngi . Nm 2007 cng tyng gp chia s vi ng bo l lt Min Trung 1,5 t ng;
ngh Qu Chung tay v cng ng chng trnh Mang xunn vi ngi ngho, u nm
2008 gn 3 t ng; ti tr xydng chng trnh Truyn hnh trc tip Huyn thoi
TrungBn v xy dng khu tng nim vinh danh cc lit s ti TrungBn vi s tin
1,5 t ng Chng trnh t thin v ngingho ln nht trong nm Ni vng tay ln
ngy31/12/2008,Sabeco cng l nh ti tr chnh,vi mong mun cchung tay cng
c cng ng,chia s,gip nhng ngi nghoang gp mun vn kh khn trn c nc. 37.
LI KT Nh vy vi chin lc marketing nu, Sabeco ngy cng nh v thng hiu
ca mnh i vi ngi tiu dng v c v tr dn u trong th trng bia ru Vit Nam.
T to ra kh khn cho cc i th cnh tranh trong vic chim lnh th trng.
Chng t Sabeco lm tt cng tc marketing,a nhn hiu sn phm ti tay ngi
tiu dng. 38. LI KTSaigon Export Khng bng by, khng phin o, khng cu
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Th gii ngy cng thm a chung 39. LI KTSaigon Lager Bia ca ngi Vit
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