TRNG I HC KINH T TP.H CH MINH

KHOA THNG MI DU LCH MARKETING

TIU LUN MN QUN TR MARKETING

TI : Chin lc pht trin sn phm Coca-Cola Vit Nam Gio vin hng dn : ThS Nguyn Vn Trng

Lp : Qun tr 123

Sinh vin thc hin : Li Minh Th

L Hunh Thy Trc

Nguyn Dip Vi

MC LC

3Chng 1: C S L LUN V PHT TRIN SN PHM COCA-COLA VIT NAM

4Chng 2: THC TRNG CA SN PHM COCA-COLA

4I.GII THIU V CNG TY COCA-COLA:

6II.LCH S HNH THNH V TNH HNH HOT NG CNG TY COCA-COLA VIT NAM:

7III.TNH HNH SN PHM COCA-COLA :

91.Logo c o

92.Sn phm a dng:

103.Phn on th trng:

104.nh vo tm l khch hng:

115.Chnh sch gi c ph hp:

116.Bao b v kiu dng:

157.Qung co:

168.Khuyn mi:

179.Ti tr:

18IV.PEPSI-I TH CNH TRANH TRC TIP:

21Chng 3: GII PHP HON THIN

21I.PHN TCH SWOT:

23II.NH HNG PHT TRIN CNG TY COCA-COLA TI VIT NAM:

BNG KHO ST26

Chng 1: C S L LUN V PHT TRIN SN PHM COCA-COLA VIT NAMNgy nay, vi s pht trin ca x hi, nhu cu v vt cht v tinh thn ca con ngi ngy cng c nng cao, v vn v nc gii kht cng khng ngoi l. Ngy nay trn th trng c rt nhiu sn phm nc gii kht khc nhau, bn cnh ngi tiu dng khng ch chn nc gii kht m bo yu cu v cht lng m cn phi c hng v thm ngon v mi l.

Nm bt c nhu cu ca ngi tiu dng nn trn th trng xut hin ngy cng nhiu loi hng ha v sn phm nc gii kht. Bn cnh nc gii kht Coca-Cola, nhn hiu quen thuc vi khch hng, th ngy nay c rt nhiu sn phm gii kht mi c sn xut v phn b rng khp th trng vi nhng mu m a dng, bt mt cng nhiu mi hng c o. Tuy vy, nhn hiu Coca-Cola vn lun ginh c s a chung ca khch hng v khng nh c v tr hng u ca mnh trn th trng Vit Nam.

Sn phm ca nhn hiu Coca-Cola lun ginh c rt nhiu s quan tm ca ngi tiu dng, vy iu g thu ht c s ch ca h? Coca-Cola c nhng i mi g cho sn phm ca mnh? iu g khin Coca-Cola khc bit vi nhng loi nc gii kht cn li? Coca-Cola ni ting v sn phm no? Coca-Cola lm nhng g nh vo tm l ca khch hng? Yu t no to nn thnh cng ca thng hiu Coca-Cola?.... Tt c nhng vn ny l l do khin nhm tin hnh thc hin ti trn.

Chng 2: THC TRNG CA SN PHM COCA-COLAI. GII THIU V CNG TY COCA-COLA:Ngy 8/5/1886 Coca Cola (cn c gi tt l Coke) c John S.Pemperton sng ch v bn ti hiu thuc Jacobs, l nhn hiu nc ngt c ng k nm 1893 ti M. Cha ca Coca-Cola l mt dc s v theo cch hiu ca ngi dn M thi k Coke (Coca-Cola) l mt loi thuc ung. Sau ny, khi mua li Coca-Cola, Asa Candler - Nh lnh o ti ba bc nht ca Coca-Cola bin chuyn suy ngh ca ngi dn nc M v hnh nh ca Coca-Cola. ng cho nhng ngi tiu dng ca mnh hiu th "thuc ung" Coke l mt loi ung ngon lnh v ti mt. Cho n ngy nay, Coca-Cola vn trung thnh vi tiu ch ny ca hng. Hnh dng chai Coca-Cola c ng k bo h nm 1960.

Ci tn Coca-Cola xut pht t tn l coca v qu cola, hai thnh phn ca nc ngt Coca-Cola. Chnh iu ny lm Coca-Cola c thi k khuynh o v ngi ta quy kt Asa Candler l ngi n ng gy nghin ca th gii. Hin nay Coca-Cola tr thnh hng nc ngt ni tingth giivi rt nhiu sn phm a dng nh Coca-Cola Light (hay Diet Coke- Coca king), Coca-Cola Cherry...

Vo nm 1886, ln u tin Coca-Cola c gii thiu n cng chng Atlanta, tht s thu ht c s ch ca hu ht nhng ngi thng thc bi hng thm tuyt vi v mu sc hp dn. Thi gian qua i, hng thm y, mu sc y c bo qun v gi gn bi nhng con ngi cn mn ang ngy m tham gia sn xut, phn phi v xc tin tiu th sn phm Coca-Cola trn khp th gii bng chnh tnh cm v nhit huyt h ginh cho Coca-Cola. Nh vy, Coca-Cola tr thnh nc gii kht ni ting ton cu.

S li cun tuyt vi ca Coca-Cola t nm ny qua nm khc hin hin trong hng ngn mu qung co tri di sut hn mt th k qua, mt th k ca s t duy v sng to. Nhng hnh nh ny c rt nhiu ngi yu thch, gp phn a tn tui ca Coca-Cola tr thnh mt sn phm quen thuc trong cuc sng. Ti mt, giu tng v m hng v, Coca-Cola tham gia vo vic t ra mt chun mc cht lng cao cp cho mi sn phm tiu dng khc nhau trn th gii. Cho n ngy nay, hnh nh ca Coca-Cola vn lun chuyn ti nhng thng ip thng thn, trung thc v ht sc mc mc ca mnh n vi ngi tiu dng.

Cng vi thi gian, nhng nh ng chai, nh phn phi v mi thnh vin khc ca i gia nh Coca-Cola ton cu lun gi vng v th ng u khng ai snh kp trong ngnh cng nghip nc gii kht, cng nhng dch v mang phong cch sng to nht, thun li v nhit thnh nht m Coca-Cola lun mun em li cho khch hng v ngi tiu dng.

Tri qua hn 100 nm k t ngy thnh lp, Coca-Cola vn lun phn chiu nhng bc chuyn ca thi gian, lun bt nhp vi nhng i thay cha tng thy ca ton cu. T Chu u, ni mt th trng hp nht ang mang n nhng c hi ht sc hp dn, n Chu M La-tinh, ni nhng nn kinh t ang hi phc cho php khai thc nhng tim nng y ha hn, Coca-Cola lun th hin s li cun tuyt vi. Th k trc chng kin nhng bc tin ngon mc trong lch s nhn loi. Th k ny tip tc ha hn nhng pht trin trng i hn na. V trong nhng giai on bin chuyn , vn lun lun c mt s bt bin rng nhu cu gin n ca mi ngi c gii kht cho sng khoi , ang v s c Coca-Cola p ng tt hn bt k sn phm no khc tng c to ra. Ttinbc ti th k mi, Coca-Cola vn s l biu tng trng tn, mt biu tng v cht lng, s chnh trc, gi tr, sng khoi v nhiu hn th na.

n thi im ny sau hn 100 nm thnh lp v pht trin, Coca-Cola c mt hn 200 nc trn th gii.

Trn th gii, Coca-Cola hot ng ti 5 vng: Bc M, M Latinh, Chu u, u & Trung ng, Chu , Chu Phi

Chu , Coca-Cola hot ng ti 6 khu vc:

Trung Quc

n

Nht Bn

Philipin

Nam Thi Bnh Dng v Hn Quc (c, Indonesia, Hn Quc v New Zealand)

Khu vc pha Ty v ng Nam (SEWA)

II. LCH S HNH THNH V TNH HNH HOT NG CNG TY COCA-COLA VIT NAM: 1960: Ln u tin Coca-Cola c gii thiu ti Vit Nam.

Thng 2 nm 1994: Coca-Cola tr li Vit Nam v bt u qu trnh kinh doanh lu di.

Thng 8 nm 1995: Lin Doanh u tin gia Coca-Cola ng Dng v cng ty Vinafimex c thnh lp, c tr s ti min Bc.

Thng 9 nm 1995: Mt Lin Doanh tip theo ti min Nam mang tn Cng ty Nc Gii Kht Coca-Cola Chng Dng cng ra i do s lin kt gia Coca-Cola v cng ty Chng Dng ca Vit Nam.

Thng 1 nm 1998: Thm mt lin doanh na xut hin ti min Trung - Coca-Cola Non Nc. l quyt nh lin doanh cui cng ca Coca-Cola ng Dng ti Vit Nam, c thc hin do s hp tc vi Cng ty Nc Gii Kht Nng.

Thng 10 nm 1998: Chnh Ph Vit Nam cho php cc Cng ty Lin Doanh tr thnh Cng ty 100% vn u t nc ngoi. Cc Lin Doanh ca Coca-Cola ti Vit Nam ln lt thuc v quyn s hu hon ton ca Coca-Cola ng Dng, v s thay i ny c thc hin trc tin bi Cng ty Coca-Cola Chng Dng min Nam.

Thng 3 n thng 8 nm 1999: Lin doanh ti Nng v H Ni cng chuyn sang hnh thc s hu tng t.

Thng 6 nm 2001: Do s cho php ca Chnh ph Vit Nam, ba Cng ty Nc Gii Kht Coca-Cola ti ba min hp nht thnh mt v c chung s qun l ca Coca-Cola Vit Nam, t tr s ti Qun Th c Thnh Ph H Ch Minh.

T ngy 1 thng 3 nm 2004: Coca-Cola Vit Nam c chuyn giao cho Sabco, mt trong nhng Tp on ng Chai danh ting ca Coca-Cola trn th gii.Coca-Cola Vit Nam c 3 nh my ng chai trn ton quc: H Ty - Nng - H Ch Minh v c s vn u t trn 163 triu USD. Tuyn dng lao ng: Cng ty Coca-Cola trn ton quc tuyn dng trc tip v hun luyn 1.378 nhn vin. c tnh c khong 16.000 vic lm c gin tip to ra trong cc ngnh c lin quan.

Gi tr u t: Cng ty Coca-Cola u t ng k Vit Nam, tng cng trn 150 triu la M t nm 1994 pht trin th trng

Slogan: Hng chnh hiu (Its the Real Thing 1969)

S mng: Cht lng lun l hng u

Ti Coca-Cola, cht lng khng ch th hin qua v gic, th gic, nh lng hay qun l m cn th hin qua mi cng on, cha ng trong nhng iu chng ti lm. T ch bin, bao b n chit rt, mi th nu cht lng khng t 100% u khng c thng qua. Khch hng ca chng ti trn ton th gii l nhng ngi ng c thng thc nc gii khc c cht lng tt nht. Doanh thu trung bnh mi nm: 38.500 triu USD

Tr s chnh: Qun Th c Thnh ph H Ch Minh

Hn 600,000 USD u t cho cc hot ng Gio Dc v H tr Cng ng.

Hin Coca-Cola nm gi 65% th phn nc gii kht khng cn Vit Nam vi ba nh my ln ti H Ni, Thnh ph H Ch Minh v Nng. Hng ny trc tip s dng 2000 lao ng, ng thi to khong 25.000 ch lm trong cc ngnh lin quan.

III. TNH HNH SN PHM COCA-COLA :

Asa Candler, ngi u tin xy dng nn thng hiu Coca-Cola trn 70 t USD v cng l ng ch u tin ca tp on Coca-Cola khng tic tin cho qung co xy dng thng hiu. Ngay t nm 1895, nc gii kht Coca-Cola c mt tt c cc bang ca M. Asa Candler thc hin mt chin dch gii thiu sn phm ln cha tng c vo thi im by gi. u u Coca-Cola cng c nhng i tip th bn khuyn mi vi ci gi 5 cent qu r cho mt ly. ng thi trn cc phng tin i chng v cc bin qung co, Coca-Cola xut hin vi tn sut nhiu cha tng c.

bo v v xy dng thng hiu, Asa Candler ngh ngay n vic phi c mt bao b c th cho sn phm. Nm 1916, ch mt nm trc khi qua i, Asa Griggs Candler a ra loi chai hnh l hoa Tiffany khng ln i u c ca Coca-Cola. Mu bao b ny c ng k bo h c quyn v cn c s dng cho n ngy nay.

Cc n lc khuyn th ca Coca-Cola bt u vi biu tng Ung Coca-Cola trn vi du cc mi hin nh thuc. Asa Candler sau t tn nhn hiu mi khng ch trn cc chai nt ngt m cn trn qut my, lch v ng h. T ngy , n lc tip th v khuyn th kt hp vi cht lng tuyt ho ca sn phm gip thng hiu Coca-Cola tr thnh mt trong nhng thng hiu c ngng m v ni ting nht trn ton th gii.

Mt trong nhng cch m Coca-Cola vn gi vng c mi quan h tt p vi ngi tiu dng l lun ho nhp vo cc hot ng gii tr ca h. Ly v d nh cng ty t chc cc hot ng th thao rng khp cng c nhng im ni bt ring ca thng hiu. Li li thi im nm 1903, Coca-Cola s dng cc cu th ca i bng chy ni ting thi by gi qung co. V mt trong nhng s kin th thao ni ting v tn ti lu di nht, Th vn hi Olympic lun nm trong danh sch nhng s kn ni bt c Coca-Cola ti tr chnh thc. Tp on cn c mt quan h giao hu rt tt vi Lin on bng th gii FIFA, NASCAR, Hip hi bng chy v Gii Khc Cn Cu, M. Mt lot cc bng hp ng di hn vi Hip hi vn ng vin Quc gia gip Coca-Cola kim c rt nhiu c hi tip th ln vi 22 vn ng vin v 87 qun qun trong mi nm.Coca-Cola lun u t cho cc chin lc qung co sn phm ca hng. Ti nhng ca hng bn l v ti cc siu th, Coca-Cola bao gi cng c by bn ngang tm mt, ngay trc nhng hnh lang, hoc nhng ni bt mt. c c s u tin ny, Coca-Cola phi tr nhng khon tin khng nh cht no.

Mt yu t khc dn n thnh cng ca Coca-Cola l hnh thc trnh by sn phm. Coca-Cola c ng trong lon nhm hoc trong chai thu tinh, bn ngoi dn nhn hiu mu ti vi hai ch Coca-Cola vit hoa theo chiu nghing 45 . Vi mu ti v vi nhng ng cong trng tuyt diu, Coca-Cola thnh cng trong vic hp dn v li cun khch hng.

Coca-Cola khng h tic cc khon tin tr gi hng triu USD cho cc hp ng qung co ln. Nhiu khch hng rt n tng vi cc qung co ca CocaCola, t n tng lun c vi ung ca hng. By gi, c th ni nhng th trng ln nh M, Chu u, cc sn phm ca CocaCola lun chim lnh mc d rt nhiu nhn hiu nc ngt khc ra i trong thi gian gn y, c bit l t i th cnh tranh khng i tri chung - Pepsi.

Ngay t khi ra i, con ng pht trin sn phm ch yu ca CocaCola l tip th v qung b sn phm. Nh cch lm ny m CocaCola tr thnh mt trong nhng thng hiu c gi tr nht th gii.1. Logo c o:Mu logo u tin c thit k vo nm 1885 bi ngi ng nghip ca John Pemberton v th th Frank Mason Robinson. Vi tng 2 ch C trng s rt p trong qung co, Robinson a ra ci tn Coca-Cola v dng kiu ch tho ca n lm logo cho hng.

Vic s dng nn ch, mu Spencerian, c pht trin t gia th k 19 v c nh hng ln n loi hnh ch vit tay sang trng US trong sut giai on . S phi hp gia mu trng v mu trong mu logo ca Coca-Cola gi c s gin d v c o quyn r nhng tm hn tr trung. Ngay c hnh dng chai Coca-Cola cng tng trng cho Lng nhit huyt tui tr Chu M. K t , nhiu thit k mu dng chai Coca-Cola c a ra trong sut c thp k qua. Logo ca Coca-Cola, cng nh thng hiu ca cng ty, c nh gi l d nhn bit nht trn th gii.2. Sn phm a dng:

Coca-Cola ch hot ng trong lnh vc ung bao gm nc ung, nc ung khng cn v nc ung c gas. Cng ty to ra rt nhiu loi nc ung vi mi v, mu m khc nhau p ng nhu cu a dng ca khch hng nh: Coke t gasm Sprite, Fanta, Coke hng vani, Coke, nc tri cy Trong thi gian va qua cng ty khng ngng nghin cu pht trin thm nhiu sn phm mi phc v ngi tiu dng Vit Nam nh nc tri cy Joy, nc tng lc Samurai, ng thi b sung thm nhiu hng v mi cho cc sn phm truyn thng, p ng th hiu v khu v ca ngi Vit Nam. Cng ty Coca-Cola tip tc cam kt lm n di lu ti Vit Nam v lun i mi p ng nhu cu ngy cng cao th trng nc gii khc nng ng v y tim nm Vit Nam.3. Phn on th trng:

Ti th trng Vit Nam, Coca-Cola tp trung phn on theo 2 tiu thc chnh:

V a l: Coca-Cola Vit Nam ccos gng phn phi mng li dy c t thnh th ti nng thn, t ng bng n min ni, t Nam ra Bc nhng vn ch trng chnh ni tp trung dn c.

V c im dn s: Coca-Cola tp trung vo tng lp tr nng ng v c gii tr Vit Nam cng nh c th gii n nhn.4. nh vo tm l khch hng:

Coca-Cola c nh v trong u khch hng nh 1 loi nc ngot c gaz, nc gii kht hng u th gii, mt sn phm ca nhn hiu hng u th gii. Nhn hiu Coca-Cola c 98% dn s bit n.Li ha ca Coca-Cola: mang li li ch v s sng khoi cho tt c nhng ai c chng ti phc v v khu hiu: khch hng ca chng ti trn ton th gii l nhng ngi ng c thng thc nc gii kht c cht lng tt nht cng vi vic cng ty lun phn u lm ti mi th trng, bo v mi trng, cng c truyn thng cng chng v nhng n lc cng c tng bc mt gip Coca-Cola ngy cng c ch ng trong tm tr khch hng.5. Chnh sch gi c ph hp:

Trong thi bui nn kinh t lm vo tnh trng lm pht v suy thoi, vn chin lc gi c lun l mt ni m nh vi cc cng ty. Gi l mt thnh phn khng km phn quan trng trong Marketing mix bao gm gi bn s, gi bn l, chit khu, gim gi, tn dng, Gi phi tng xng vi gi tr nhn c ca khch hng v c kh nng cnh tranh.

Tm hiu khch hng th nhn thy c 80% ngi Vit Nam sng vng nng thn c mc thu nhp thp, Coca-Cola ch trng gim gi thnh sn phm nhm em li mc gi hp l cho ngi tiu dng. Chnh iu ny nh ng vo nhu cu ca ngi tiu dng vo thi im v h cn mt loi nc gii kht c kh nng tha mn nhu cu v gi c hp l.

Phn ln doanh nghip Coca-Cola iu chnh gi cho khch hng mua khi lng ln, thanh ton trc thi hn Ngoi ra cc sn phm ca Coca-Cola c nh gi khc nhau do chng c sn xut vi s khc bit v nhn hiu, kch c, hnh thc,

Bn cnh , i th cnh trang hng u ca hng chnh l Pepsi. Pepsi l mt trong nhng hng nc ngt ni ting hin nay. Th phn ca Pepsi trn th trng cng kh cao. Trong mi trng cnh tranh vi i th, nu 2 i th cnh tranh c th phn ngang nhau th bn no tng th phn c th dnh c s khc bit c v doanh s ln chi ph, do a n li th cnh tranh mnh m. Coca-Cola lun tham kho gi ca cc i th cnh tranh ca mnh, v vy lun a ra mc gi ph hp yu cu ca khch hng v th trng. cng l l do v sao gi ca Coca-Cola rt cnh tranh. Bn cnh Coca-Cola cng c thi k p dng bin php tng gi cng vi c tin cht lng sn phm, km hm hnh nh ca i th cnh trang, t c mt s kt qu nht nh.

m bo rng sn phm ca Coca-Cola vn lun l s la chn ca khch hng th cng ty i theo hng Mc gi hp l v chnh xc. Mc gi hp l l cch tt nht khin khch hng cm thy c tn trng, ng thi vn m bo c li ch ca cng ty v l cu ni duy tr mi quan h gia doanh nghip v khch hng.6. Bao b v kiu dng:Mi thit k, logo ca Coca-Cola u c s chuyn bin linh hot, sng to v thch hp khi xut hin trn qung co hay in trn cc vt dng hng ngy to nn 1 chin dch tip th hon ho cho Coca-Cola. Ngoi ra, Coca-Cola khng ngng ci tin bao b v kiu dng ngy cng tin dng hn, ph bin l lon 330ml, chai thy tinh 240ml v 300ml, chai nha 390ml v 1,5l.Coca-Cola thng xuyn i mi hnh nh bt mt nhm em n cho khch hng s c o, mi l. sau y l mt s chin dch t ph bai b tiu biu:

a) Chin dch Happy Factory:Nm 2009, Chin dch Happiness Factory bt u vi hnh nh ca mt nh my c bit nht trn th gii: Happiness Factory ni tt c thnh vin c tn trng c tnh c o ca chnh mnh, ni mi hot ng c vn hnh bng mt th nng lc tinh thn duy nht: nim vui.Happiness Factory c mt h thng nhn vt a dng v th v, mi nhn vt c mt nhim v c th, mt tnh cch khc nhau v mt i sng ring. H th hin mnh qua c tnh c o, ni ting ni ca ring h v trn ht, h l mt bng chng sng ng ca tinh thn Khng Th Sao Bit: lm mi vic theo cch ring ca mnh, sng am m, lm nhiu hn ni, sng vui v Happiness Factory xy dng nn mt th gii thn tin vi nhng nhn vt k l lun lm vic vi s sng to tuyt vi cng nim vui to nn sn phm Coca-Cola hon ho. V y khng ch l mc ch cui cng ca Happiness Factory, vic to nn sn phm Coca-Cola hon ho cn c xem l k quan ca nn vn minh ni y.b) Chim n ngy Tt:Tt l k ngh quan trng nht Vit Nam. y l thi gian chia s may mn, hnh phc v nhng li chc nm mi vi gia nh v bn b. Tt cng chnh l dp Coca-cola c tiu th rng ri nht trong nm. Nm 2014, to ra mt lot cc chai Coca-Cola vi hng triu li chc Tt trn khp c nc, Coca-Cola dng biu tng chim n lm thit b to nn nhng li chc ny. Mi chai Coca-Cola vi hng trm con chim n c v th cng bng tay v c sp xp cn thn xung quanh mt h thng ch ty chnh, iu ny to nn mt lot nhng li chc Vit ngha. An c ngha l Bnh an, Ti ngha l Thnh cng, Lc ngha l thnh vng. Nhng t ny thng c mi ngi dng chc nhau trong dp Tt, v cng l nhng ch c treo trong nh trang tr trong dp Tt.c) Share a Coke:Chng trnh Trao Coca-cola, kt ni bn b c Coca-cola ln u tin thc hin ti Vit Nam vo nm 2014. Ti Vit Nam, "Share a Coke" c khi ng u thng 6, vi nhiu im sng to ph hp vi vn ha Vit. C th, trong nhng ngy u ca chng trnh, Coca-Cola ra mt b sn phm dnh ring cho gia nh, in 8 cch gi thn thng cho cc thnh vin trong mt nh, nh ng yu, B yu, B yu, M yu... Giai on tip theo, cc sn phm vi nhng tn ring ph bin c tung ra th trng mi ngi bt u hnh trnh tm kim v trao tng. Tn l mt du n c nhn, quan trng vi mi ngi. Vic in tn ring ln bao b, bin sn phm tr thnh mt vt k nim c bit v l mn qu th v ngi dng trao tng bn b v nhng ngi thn. Cc sn phm mang tn ring xut hin trn mi hnh thc, nh chai 390 ml, lon 330 ml v chai ln 1,5 l. Vi a dng nhng tn ring v tn gi gia nh thn thng nh th, chn chn ai cng s c Coca-Cola cho ring mnh.Cn st chp nh vi v chai Coca- Cola in tn mnh ang "lm ma lm gi' ti Vit Nam sau khi gy nghin cho gii tr hn 123 quc gia trong sut 2 ma h qua. y c nh gi l mt trong nhng chin dch qung co sng to v hiu qu nht trong lch s ca thng hiu ny.Chin dch nhn c 18 triu lt xem trn cc knh mng x hi cho thy hiu qu r nt ca thu ht truyn thng trn mng x hi ca Coca-Cola. Lng truy cp vo cc trang Fanpage ca Coca-Cola tng 870%. 76.000 m hnh cc v chai Coke c to ra v chia s trn Facebook. 378.000 chai Coca-Cola c sn xut ra vi nhng tn ring trn v chai. Thm ch ngi ta phi xp hng ch c in tn ln chai Coca hay xi tung cc gian hng trong siu th ct ch tm thy chai Coca tn mnh. T nhng thnh cng rc r , tng trn c nhn rng trn ton cu. Khng ch n thun a ra mt tng qung co thng minh, Coca-Cola cn chy mt chin dch sng to khi a ra hng lot cc cuc thi nh km nh: T sng vi v chai c tn mnh, hay Bn cc tn s c Coca-cola in trn v chai.

Kch thch s t m, c nhn ha sn phm v a khch hng vo hnh trnh tm kim, l nhng yu t khin chin lc ny thnh cng trn ton th gii, v c Vit Nam. Trn trang c nhn ca nhiu ngi ni ting, nhng hnh nh v chai Coca-Cola c chia s rng ri, to hiu ng mnh.

Nh vy, khng cn thc hin qu nhiu qung co khuyn khch lan truyn, ch cn c nhn ha mt sn phm, Coca-Cola c c chng trnh truyn thng cc k thnh cng ch sau t ngy.

d) Chin dch bao b ca Diet Coke:Diet Coke in hn ra 2 triu mu thit k chai ring bit cho tng c nhn v th l thnh cng m mn.Coca-Coca Israel thc hin chin dch ny vi s h tr t Gefen Team, Q Digital v HP Indigo.

Trong , cng ngh in Indigo gip Coke gii quyt n tha nhng thch thc ca chin dch "Share a Coke" khi m chin dch ln u tin c tung ra ti Australia vo nm 2011. Diet Coke p dng mt k thut c bit cng cng ngh thit k c o phi trn mu v cng bt mt to ra hng triu thit k c sn xut ra mt cch t ng nhng vn m bo c tnh duy nht, sng to, c o.

Cc sn phm ny nhn nh rng "Nhng ngi yu thch Diet Coke i ! Bn chnh l nhng ngi v cng c bit v nhng chai Coke ny lm ra ch dnh ring cho bn" Alon Zamir, Ph Gim c Marketing ca Coca-Cola Israel cho bit.Nt c o ny cn c pht huy ti a qua cch trin khai cc chin dch qung co vi v vn hng trm bin qung co thit k khng trng lp, p mt khng ci no ging ci no cng nh cc mo kinh doanh chp thi c nh : o thun, ti xch v hng ha khc c in hnh thit k chai v cng vui nhn, p mt, tr trung, mang m nt c tnh ca ring bn.

Tinh ty ca chin dch bao b Diet Coke l lm cho mi ngi cm thy rng mnh tht s l duy nht, khc bit v ci tn ca bn thc s khng phi l duy nht i vi mi ngi. V mt iu chc chn na l l tnh c nhn ha ca 250 ci tn khng th no so b ni vi tnh c nhn ha ca 2 triu chai Coke. tng ca Diet Coke chin thng, thit k trn c tuyt vi, ng top ca top k c khi n khng to ra c lan ta nh cc chin dch trc .7. Qung co:Mt trong nhng b quyt quan trng to tn thnh cng ca Coca-Cola chnh l hot ng qung co. Ai cng bit rng cht lng, mi v ca Coca-Cola khng h thay i t c hn 100 nm nay. Ci hay ca tp on Coca-Cola chnh l cc hot ng qung co, marketing xy dng nn mt thng hiu hng ha ni ting. Coca-Cola l mt trong s t cc cng ty dnh mt s tin tng ng chi ph sn xut nh bng tn thng hiu ngay t khi mi thnh lp.

Bn cnh , s t tin ca Coca-Cola chnh l yu t to nn thng hiu ngy nay, iu c th hin r trong cc khu hiu qung co ca h. Nhng cu slogan nh Thc ung khng cn tuyt vi ca quc gia (1906), 6 triu mt ngy (1925), Th tht(1942), Ci bn mun l mt chai Coke (1952), Coke l th (1982), Lun lun l Coca-Cola (1993) v gn y nht chnh l cu Bt tun hng khi (2013).

Coca-Cola lun u t cho cc chin lc qung co sn phm ca hng. Ti nhng ca hng bn l v ti cc siu th, Coca-Cola bao gi cng c by bn ngang tm mt, ngay hoc trc nhng hnh lang, hoc nhng ni bt mt. c c s u tin ny, Coca-Cola phi tr nhng khon tin khng nh cht no.

c bit, Coca-Cola lun dnh mt khon u tin cho hot ng qung co sn phm ca mnh thng qua phng tin thng tin i chng nh bo ch, ti vi, cc hot ng v tr chi. Theo Cng ty truyn thng v nghin cu th trng TNS Vit Nam, Coca-Cola ti Vit Nam chi khong 1.5 triu la M cho cc qung co sn phm trn truyn hnh v bo giy trong nm 2010. l mt khon tin khng h nh m Coca-Cola chi tr cho hot ng qung co ca mnh.

Cc qung co ca Coca-Cola rt n tng v thu ht c s ch ca mi ngi, vi nhng tng c o, sng to, th hin cm gic mi l c o nh vi on qung co ca Coca vi MBrrr, qung co v Happiness Factory, hay tiu biu nht chnh l nhng clip qung co ma Tt y ngha ca Coca-Cola.

Tt l thi im quan trng cc doanh nghip trin khai cc chng trnh marketing cho sn phm/dch v. V yu t l nn thnh cng ca chng chnh l vic tn dng gi tr nhn vn, truyn thng ca dn tc lm ngun cm hng sng to. Qung co Tt ca Coca-Cola nh mnh vo 2 yu t tm l: i vi ngi Vit, Tt l ma ca n ngha, hiu h v l hi, vui chi. Do , Coca Cola c xy dng tr thnh mn qu cho nhu cu biu, tng v l la chn cho nhu cu thc ung trong khng kh vui v ngy Tt.8. Khuyn mi:

c nhng thnh cng ln ca Coca-Cola trn th trng Vit Nam hin nay, nhng nh lm marketing thc s to c hiu qu trong vic s dng cng c truyn thng ca mnh. Hiu c tm l ca ngi tiu dng, Coca-Cola khng qun rng hot ng khuyn mi l mt trong nhng cng c tt nht qung b hnh nh ca sn phm n vi ngi tiu dng.

Cng ty Coca-Cola Vit Nam khi ng nhiu chng trnh khuyn mi trn ton quc ginh cho gii tr nng ng nh l Bt np sp i Trng i (2007), Tm v t sn t qu (2013) v gn y nht l phi hp cng Vinaphone t chc chng trnh khuyn mi Gii lao ln (2014). Nhng chng trnh khuyn mi y hp dn v li cun ngi tiu dng, vi cc hnh thc trng thng khc nhau, a phn l tm m may mn di np chai, khoen lon ca cc sn phm khuyn mi ri nhn tin gi n tng i tham gia. Khch hng khi ung cc sn phm chai v lon nc gii kht c sn xut bi Coca-Cola Vit Nam s c c hi trng thng cc gii hp dn nh in thoi smartphone, ng h o thun Coca-Cola

Cc gii thng khng n thun l cc vt dng m cn l cch gii tr th hin c tnh cng nh phong cch thng thc cuc sng ca h. Cc bn tr khi ung chai hoc lon cc sn phm Coca-Cola s c c nhng np chai hoc khoen lon c nhng m s khc nhau.

Vic s dng cc hnh khuyn mi khng ch gip cho doanh s ca cng ty tng ln m n cn th hin gi tr m cng ty mang li cho khch hng ca mnh. y l cng c truyn thng c lc khng ch ring Coca-Cola s dng m hu nh cc cng ty khi i vo hot ng cng xem y l mt cch thc pht trin th phn ca mnh.9. Ti tr:Thi im nhng nm 1903, Coca-Cola s dng cc cu th ca i bng chy ni ting by gi qung co. Tuy nhin, hot ng lng ly nht ca Coca-Cola l vic ti tr cho mt trong nhng s kin th thao ni ting v tn ti lu di nht: Th vn hi Olympics.

Coca-Cola l nh ti tr ca Olympics t nm 1928 v tr thnh nh ti tr lu i nht ca th vn hi. L thnh vin sng lp chng trnh TOP vo nm 1986, Coca-Cola tr thnh nh cung cp nc ung khng cn cho th vn hi vi rt nhiu sn phm. Nm 2012, cng ty cung cp cho Olympics 23 triu chai nc ung trong vng 8 tun.Tp on cn c mt quan h giao hu rt tt vi Lin on bng th gii FIFA, NASCARR, Hip hi bng chy v Gii Khc Cn Cu, M. Mt lot cc bng hp ng di hn vi Hip hi vn ng vin Quc gia gip Coca-Cola kim c rt nhiu c hi tip th ln vi 22 vn ng vin v 87 qun qun trong mi nm.

2006 Cng ty Coca-Cola tr thnh nh ti tr chnh thc cho FIFA WORLD CUPHng Coca-Cola cm thy t ho khi l nh ti tr thc ung chnh thc ma gii World Cup 2014. Vi chin dch Cp th gii The Worlds Cup, Coca-Cola mun thng qua s kin th thao tuyt nh nht hnh tinh tng tnh on kt cc dn tc trn ton th gii. Bng l mn th thao dnh cho tt c mi ngi, khng phn bit ranh gii a l v x hi, khng phn bit a v giu ngho, cao sang Hng Coca-Cola mang n c hi cho hng triu fan hm m bng trn ton th gii c c hi a hnh nh ca mnh tr thnh mt phn trn l c The Happiness Flag trong hnh trnh Trophy Tour c thc hin t thng 9/2013 qua hn 90 quc gia vi hn 92.000 dm. Hng Coca-Cola cho bit, l c The Happiness Flag s c cng ra trc trn u khai mc World Cup 2014 Sao Paulo.

Hng Coca-Cola t lu c mi quan h i tc lu di vi FIFA t nm 1974 v tr thnh nh ti tr chnh cho nhiu ma gii World Cup t nm 1978. th trng Vit Nam,nhm khuyn khch vic gi gn nhng gi tr tt p ca gia nh Vit, Coca-Cola pht ng chng trnh Cng M chm sc ba cm gia nh.

Coca-Cola cng b khnh thnh cc d n Nc sch cng ng v Nc sch cho trng hc giai on u ca 2009 do Coca-Cola ti tr chnh ti Thnh ph H Ch Minh v Nng. Trong khun kh hp tc vi UN-HABITAT (T chc nh c Lin hip quc), CEFACOM (Trung tm nghin cu sc khe gia nh v cng ng), Coca-Cola Vit Nam va cng b ti tr gn 6 t ng cho d n Nc sch cho cng ng trong nm 2012 ti Vit Nam Coca-Cola dnh 5 t ng cho chin dch Qu tng bt ng ti cc thnh ph ln nh H Ni, TPHCM, Nng, Sm Sn, Ca L, Sn.Nm 2014, Coca-Cola ti tr thit b hc ng cho hc sinh Nng ti Trng tiu hc Hong D Khng, Coca-Cola Vit Nam phi hp cng S K hoch v u t Nng trao tng cc trang thit b ging dy cho 8 trng hc.

D n Sc sng M Kng do Hi Lin hip Ph n tnh Vnh Long, T chc phi chnh ph PACT v Cng ty Coca- Cola Vit Nam phi hp t chc c trin khai t thng 8/2013. D n ko di trong 3 nm (2013- 2016) vi tng s tin u t l 1,2 triu USD nhm mc ch nng cao nng lc ph n a phng ti khu vc BSCL..IV. PEPSI-I TH CNH TRANH TRC TIP:Cuc chin gia Coca v Pepsi cn c nhc n di ci tn chin tranh Cola, ch vic cnh tranh gia 2 hng nc ngt cng dng cola lm hng v chnh. S u gia 2 nh khng l ny din ra hn mt th k v n nay vn cha c du hiu dng li.Cu chuyn c bt u vo nm 1886 khi mt ngi n ng tn John S. Pemberton pht hin ra cng thc loi nc soda u tin v t tn cng ty l Coke (Coca Cola). 13 nm sau , i th chnh ca Coca xut hin khi mt dc s tn Caleb Bradham to ra cng thc ca Pepsi Cola.

Khi Coca bt u xy dng nh my nc ngoi ti Paris, Bordeaux v cc thnh ph chu u khc (nm 1919), th Pepsi tuyn b ph sn vo nm 1923 do nhng hn ch trong vic phn phi ng di thi th chin th nht.

Nm 1928, Pepsi Cola c Tp on Craven Holdings c tr s ti bang Virginia (M) mua li. Tuy nhin, n nm 1931, Pepsi li mt ln na b ph sn v c bn li cho ch tch ca mt chui ca hng bnh ko, ng Charles G.Guth.

Trong khi , Coca lin tc m rng th trng sang Australia, o v Nam Phi. Mi n nm 1938, sau khi Walter S.Mack m ng v tr ch tch, Pepsi mi chnh thc vn mnh, dn dn tr thnh i th chnh ca Coca.

ui kp Coca, Pepsi khng ngi b tin thu nhng ngi sao in nh, th thao v nhng ngi ni ting lm i din thng hiu cho mnh. Cc qung co ca Pepsi thng xoay quanh ch chn la ca cc ngi sao gia Pepsi v Coca, m Pepsi lun c la chn, vi slogan: S chn la ca th h mi. Pepsi tng ni ting bng vic a hnh nh Ph tng thng Hoa K Richard Nixon v Th tng Nga Khrushchev cng ung Pepsi ln cc mt bo.

Trong khi Coca lun nhn mnh n thc ung, th Pepsi nhn mnh ln ngi dng thc ung. T nm 1950, Pepsi thay i chin lc tip th t gi tr sn phm sang phong cch sng, giao cho din vin in nh Joan Crawford ph trch. Pepsi l cng ty u tin p dng chin lc tip th ny v cng l cng ty c chin dch tip th theo kiu phong cch sng ko di nht.

Khng ch cnh tranh bng nhng ngi ni ting, Coca v Pepsi lun cnh tranh tng cht mt trong cc loi sn phm. H hng ny ra mt loi hng v mi th hng kia chng bao lu cng cho ra l mt dng sn phm c hng v tng t.

Coca-Cola v Pepsi cng dn bc vo mt cuc chin tranh trn khng gian o vi s xut hin ca trang Pepsi Stuff (thuc Pepsi) nm 2005 v Coca-Cola tr a bng vic m trang Coke Rewards. C 2 chng trnh ny u trao phn thng cho cc khch hng thu thp c nhiu nt chai hoc v lon, sau i thnh im nhn qu.

Vi im tch ly, khch hng ca c Pepsi v Coca c th i li nhng sn phm hoc qu o nh vic download cc bn nhc mp3. C Coca-Cola v Pepsi u c c phn trong trang bn nhc trc tuyn iTunes Store. D vy, cuc chin trn mng ny kt thc bng tht bi ca Pepsi khi hng ny ng ca dch v Pepsi Stuff, trong khi Coca cho n nay vn duy tr cc gii thng trn Coke Rewards.

Nm 1985, 2 i th truyn kip Coca-Cola v Pepsi bt u trin khai nhng chin dch tranh ginh nhau ngoi khng gian v tr. H thit k nhng thng nc ngt c bit gi theo phi hnh on ca tu v tr Space Shuttle Challenger v STS-51-F nhm th nghim cng ngh ng gi v phn phi trong tnh trng khng trng lc. Tuy nhin, cc chng trnh khng gian ca c 2 cng ty u b nh gi l tht bi. N ch c nhc n nh bng chng v s u kch lit ca 2 i gia nc ngt.Trn th trng n nhanh, Coca-Cola vt qua Pepsi vi cc hp ng bo b vi cc hng n nhanh ln nh McDonald's, Subway, Burger King. Trong khi , Pepsi hp tc vi cc thng hiu ni ting nh Taco Bell, KFC v Hooters.

Trang Business Insider tin hnh nghin cu 34 chui n nhanh hng u ti M v a ra thng k v vic s dng Coca-Cola hay Pepsi ca cc chui ny.

D c nhiu n lc, n nay Pepsi vn b xp sau Coca trn th trng nc gii kht ton cu. Tnh n nm 2010, nc gii kht loi Pepsi Cola vn xp th 3, sau 2 loi nc gii khc ca Coca l Coca Cola v Diet Coke. C th, Coca Cola bn c 1,6 t thng, Diet Coke bn c 927 triu thng, trong khi Pepsi Cola ch bn c 892 triu thng.

Di nh hng ca khng hong kinh t - ti chnh t 2008, c hai i gia ngnh nc gii kht buc phi tin hnh nhiu bin php khc nh ct gim chi ph, mua li c phn, tng c tc v u t vo tip th pht trin v vc dy gi c phiu.Chng 3: GII PHP HON THINI. PHN TCH SWOT:S: im mnh

Dng sn phm a dng (hn 400 nhn hiu).

S hin din rng khp ton cu (trn 200 quc gia) bao gm c Vit Nam v rt c a chung.

Lch s hnh thnh lu i trn 100 nm v c cng nhn l thng hiu xut sc.

C gi tr khng l trn sn chng khon (180 t USD).

Chim th phn ln nht trong th trng nc gii kht Vit Nam.

Lun c cc chin lc u t, qung b sn phm hp l, nh vo tm l khch hng.

W: im yu

nh hng n sc khe nu s dng thng xuyn lu di.

ang b mt dn uy tn do vng phi mt s v vic nh: ng thiu thu, trong chai c ru mc, qu hn s dng,

Hng tn kho nhiu.

B lp v so vi Pepsi trong cuc cnh tranh i tc chui ca hng thc n nhanh ang c gii tr Vit Nam yu thch nh Lotteria, KFC,

Gy ra cc vn v mi trng (x l cht thi, chai nha,)

O: C hi

Vit Nam l mt quc gia nhit i nn nhu cu tiu th nc gii kht rt cao, t Coca-Cola c th m rng hot ng sn xut kinh doanh ca mnh.

Thu nhp ca ngi Vit Nam ngy cng tng ln nn nhu cu tiu th sn phm tiu dng ca h cng tng ln, t Coca-Cola c th nng cao doanh s bn hng ca mnh.

Nhiu cng ty sn xut nc gii kht quy m nh khng sc cnh tranh b ph sn nn Coca-Cola c nhiu c hi chim nhiu th phn hn.

Nhiu im bn hng bn cc sn phm ca Coca-Cola s lm nhiu ngi tiu dng bit ti sn phm ca Coca-Cola hn.

Gii php S-O

Lun lun a ra cc chin lc Marketing mi l, sng to, ngha, li du n trong tm tr ngi dng.

Nghin cu thm nhiu sn phm a dng v mi hng, tnh cht.

Thit lp thm nhiu im cung ng, bn l sn phm d dng n tay khch hng.

Cho ra cc sn phm hng n tng lp thu nhp cao cng vi cc sn phm gi thnh thp cung ng cho nhiu i tng hn t tng doanh thu.

Gii php W-O

Lun tm kim cc i tc chin lc tim nng c s c quyn tiu th sn phm (trong cc nh hng, qun n,).

Ci tin cng thc mi, to ra sn phm thun thin nhin cng dng gii nhit hng dn th trng khu vc nhit i.

To ra cc sn phm ch trng vo sc khe ngi tiu dung.

Nng cao thc bo v mi trng ca ngi dung bng cch in trn v chai hoc t chc cc cuc vn ng thu gom v chai nha gim thiu rc thi.

T: e da

Lun phi ci tin k thut, pht trin cng ngh, nghin cu th trng, pht trin sn phm mi,..

p lc b thay th l rt ln.

Coca-cola c qu nhiu i th cnh tranh. Cc i th ln ca Coca-Cola c th k n nh: Pepsi, Number One, vi nhiu sn phm cnh tranh trc tip nh: 7 up, Mirinda, Tr xanh 0o, C2,

Gii php S-T

Lun lun nhc nh ngi tiu dng nh n sn phm, thng hiu ca mnh thng qua cc chng trnh qung co, khuyn mi,

Tm kim s t ph trong mi v, mu sc, mu m, to s khc bit u th vi i th cnh tranh.

Gii php W-T

Hn ch ti a tiu cc v v sinh mi trng, cht lng sn phm, y u th cnh tranh v pha i th.

T chc cc chin dch thu gom v chai trn quy m ln va bo v mi trng va qung b thng hiu thn thin vi mi trng,

II. NH HNG PHT TRIN CNG TY COCA-COLA TI VIT NAM:Vit Nam vn gi v tr quan trng trong chin lc ca Coca-Cola ti ng Nam sau khi i gia nc gii kht ny tuyn b rt thm 300 triu USD cho mc tiu pht trin bn vng ti y.Sn bay quc t Ni Bi, H Ni va n chuyn c ca mt v khch c bit l ng Muhtar Kent, Ch tch kim Gim c iu hnh Tp on Coca-Cola. Nm 2009, nh lnh o ny chn Vit Nam l th trng cn ving thm ngay sau khi nhm chc, cng khon u t 200 triu USD i km. Ln ny, im n ca ng Kent l H Ni vi cam kt u t ln hn, ln ti 300 triu USD trong 3 nm ti. V sao Vit Nam hp dn Coca-Cola n nh vy?Na t USD cho Vit Nam

Thng k ca Business Monitor International (Anh) trong qu I/2012 cho thy, ngnh nc gii kht khng cn ca Vit Nam s tip tc duy tr mc tng trng trung bnh 8,2%/nm t 2012-2016. Doanh s ngnh nm nay d kin t hn 398 triu USD, tng 14% so vi nm 2011. Cc ch s lc quan ny chc chn c nh lnh o ca Coca-Cola tham kho trc chuyn i th hai n Vit Nam nhm tng cng cc hot ng u t ti y.Vit Nam l th trng tng trng quan trng chu - Thi Bnh Dng trong qu trnh chng ti nhm ti mc tiu ca tm nhn 2020 gm vic tng gp i doanh s v s lng thc ung trn ton cu, ng Muhtar Kent Coca-Cola ni. Khon u t 300 triu USD s c i gia nc gii kht tp trung xy dng c s h tng mi nng cao nng lc sn xut, phat trin thi trng, nhan hiu, phat trin cc phng php truyn thng tip th tin tin, to thm nhiu vic lm mi, nng cao hp tc vi khch hng trong nc nhm h tr mc tiu pht trin bn vng ti Vit Nam n nm 2015 v cc nm tip theo. Nh mt minh chng khi u cho khon u t mi ny, Cng ty Nc Gii Kht Coca-Cola Vit Nam k Bn ghi nh vi Lin hip Hp tc x Thng Mi TP.HCM (Saigon Co.op) thit lp mi quan h hp tc kinh doanh, h tr ln nhau gia 2 i gia ngnh cng nghip nc gii kht v ngnh bn l hin i. Tha thun hp tc thng mi ny s c hiu lc t ngy 1.1.2013, ha hn xy dng v pht trin mt mi quan h hp tc bn vng trong nc, ng gp vo s pht trin kinh t ca th trng Vit Nam.Mt im nhn khc ca khon u t mi ca Coca-Cola ti Vit Nam l tao ra rt nhiu vic lam t nhng nganh h tr khac. Thng tin t tp on ny nu r, vi chui cung ng hin ti cua minh, mi vic lam t Coca-Cola se gp phn tao thm 10 vic lam khc t nhng nganh c lin quan nh nha cung cp chai, nhan mc, bao bi, np chai, cac nha phn phi, ban le, nha cung cp thit bi lam lanh...Thng 9.2009, v lnh o Coca-Cola ton cu n TP.HCM ngay sau khi nhm chc cng khon u t 200 triu USD t 2009-2012 cng vi mc tiu nng cao quy m sn xut, tng cng cc knh phn phi, hot ng tip th v o to nhn lc. Khon u t ny gip Coca-Cola duy tr tc tng trng/nm ti Vit Nam mc 2 con s trong 3 nm qua vi 3 nh my trn c nc chuyn sn xut Coca-Cola, Coca-Cola Light, Fanta, Sprite v khng c gaz nh Minute Maid Teppy, Minute Maid Nutriboost, Samurai, Real Leaf v Dasani.Con s thng k ca BMI (Anh) trong qu I/2012 cng cho thy, trung bnh mi ngi tiu dng Vit Nam ch ung trn 20 lt nc ng chai khng cn/nm. Chi s tiu dung trn u ngi i vi nganh nc giai khat khng cn cua ngi Vit hin chi at khong 20% ti l trung binh ca th gii, ng Muhtar Kent Coca-Cola cho bit. Nh vy, th trng nc gii kht khng cn trong nc vn cn nhiu c hi cho cc nh u t trong v ngoi nc.Mc tiu pht trin bn vng

Trn thc t, c nhiu m hnh tng trng nh pht trin nng, tng trng thin lch v tng trng bn vng. Vit Nam, trong di hn, cn hng ti m hnh tng trng bn vng v n ch trng c yu t kinh t ln pht trin con ngi thng qua gio dc, y t, ti to ngun ti nguyn v nng lng sch. Trong , khi doanh nghip u t nc ngoi ng vai tr quan trng trong chin lc pht trin bn vng ny.Ti Vit Nam, Coca-Cola l nh u t ln song hnh cng cc hot ng v s pht trin bn vng ca Vit Nam vi khon u t gn 1,5 triu USD cho cc d n t nm 2010. c bit, nm 2011, Coca-Cola pht ng chng trnh Live Positively gm Tit kim nng lng, Bo v mi trng v nc.i vi tit kim nng lng, Coca-Cola tp trung nng cao hiu nng s dng in ti 3 nh my ng chai ti H Ni, Nng v TP.HCM. Hng s ngng s dng hydro-fluorocarbon trong tt c t p lnh ti Vit Nam vo nm 2015.Mc tiu ton cu ca Hng l hon tr nc sch cho thin nhin v con ngi tng ng vi lng nc Coca-Cola a vo sn xut trc nm 2020. T nm 2004, Hng nng mc tit kim nc ti cc nh my Vit Nam ln 47% v d kin mc ny s c nng thm 10% trc nm 2015. Coca-Cola b p lng nc s dng bng cch tham gia vo cc d n ti a phng c lin quan ti bo tn ngun nc v tng kh nng tip cn nc sch ca cng ng. Thng qua lin kt vi cc t chc nh Qu Quc t Bo v Thin nhin, T chc nh c con ngi ca Lin Hip quc v Trung tm nghin cu sc khe gia nh v pht trin cng ng, nhng d n tr nc sch v cho mi trng mang li li ch thit thc cho hn 30.000 ngi Vit Nam.Hin Coca-Cola vn khng nh v tr tin phong ca mnh ti y khng ch vi s vn na t USD, m h cn l mt cng dn y trch nhim, lun ng hnh cng qu trnh pht trin bn vng ca Vit Nam.

HT

BNG KHO ST V SN PHM COCA-COLA(Kt qu kho st c thng k da trn s lng kho st l 40 i tng, bao gm cc i tng l hc sinh, sinh vin, nhn vin vn phng, cng nhn, ni tr v mt s i tng khc)

1. Gii tnh ca anh/ch

a. Nam

(47.5%)

b. N

(52.5%)2. Ngh nghip ca anh/ch

a. Hc sinh,sinh vin

(55.0%)b. Gio vin

(7.5%)

c. Cn b

(10%)

d. Ni tr

(15.0%)e. Khc

(12.5%)3. Anh/ch c ung nc ng chai khng?

a. C

(100%)b. Khng

(0%)4. Anh/ch tng s dng nc gii kht ng chai Coca-Colaa. C (tip tc tr li)

(100%)b. Khng (ngng tr li)

(0%)5. . Anh/ch c thch ung Coca-cola hay khnga. C

(95.0%)b. Khng

(5.0%)6. Anh/ch chn mua Coca-cola vi mc ch g?a. Ung

(80.0%)

b. Tng

(7.5%)c. Bn

(5%)d. Khc

(7.5%)7. Anh/ch tng mua Coca-Cola u?(c th chn nhiu phng n)

a. i l

(20%)

b. Ch

(27.5%)c. Qun n

(52.5%)d. Siu th

(57.5%)e. Khc

(17.5%)8. Ti sao anh (ch) chn mua Coca-Cola nhng ni ?a. Thun tin

(52.5%)

b. Trng by p

(15.0%)

c. Gi c n nh

(27.5%)

d. Khc

(5.0%)9. Anh/ch thng mua Coca-Cola vo dp no?(c th chn nhiu phng n)

a. L

(32.5%)

b. Tic

(67.5%)c. Hng ngy

(20%)d. Khuyn mi

(12.5%)10. Anh/ch thng mua Coca-Cola vi dung tch bao nhiu?(c th chn nhiu phng n)a. Chai 375ml

(35%)

b. Lon 330ml

(62.5%)c. Kt

(22.5%)d. Thng

(42.5%)11. Anh/ch bit n nhn hiu Coca-Cola qua phng tin no?(c th chn nhiu phng n)

a. Ngi thn, bn b

(82.5%)b. Bo i

(47.5%)c. Internet

(27.5%)d. Truyn hnh

(65%)12. Anh/ch ngh g v cc chng trnh qung co ca Coca-Colaa. n tng

(17.5%)b. kh thu ht

(7.5%)c. th v

(12.5%)d. bnh thng

(57.5%)e. khng hay

(5%)13. Anh/ch thch khuyn mi g khi mua Coca-colaa. Tng thm nc ngt

(42.5%)b. Tng ly thy tinh

(27.5%)c. Gim gi

(25%)d. Khc

(5.0%)14. Nu gi Coca-cola lon 330 ml tng thm 500 ng/1 lon, anh/ch c sn sng mua sn phm khng a. C

(77.5%)b. Khng

(22.5%)

8