XÂY DỰNG KẾ HOẠCH MARKETING CHO SẢN PHẨM TH TRUE MILK NĂM 2014

TRƯỜNG ĐẠI HỌC KINH TẾ HỒ CHÍ MINH
KHOA ĐÀO TẠO SAU ĐẠI HỌC
LỚP: QUẢN TRỊ K22 – ĐÊM 3

ĐỀ TÀI
XÂY DỰNG KẾ HOẠCH MARKETING CHO
SẢN PHẨM TH TRUE MILK NĂM 2014
GVHD: TS ĐINH CÔNG TIẾN

Họ & Tên MSSV
  
   !"
# $%&'() !
4. '*+ ,"!
! -'*%( #""
'./0'10#
MỤC LỤC
Lời mở đầu#
Các sản phẩm sữa hiện có của TH True Milk
PHỤ LỤC 3 – Phiếu khảo sát Revise
2
Lời mở đầu
'*2%345667%8196:7*;*2%37<=>
?7@>2%AB2CADE16FG"HI0J7<BK
456L6%3BM676>B<%NE1O491%92
E/P57=7QA26=&@R%1D1
B6S660ETUB6S@6B6S
/=&@S12TC1S;266 0:SJCVM
7<%3>7WX69<Y><4USZE E[
&)TW262@*2%37<=>%:7\O1
B6SSU5Y(;%8YT0E(7@8S;]

95^7=20'2[;E7Q_J%9`MB%&2C62E[
>,B625;8(26;8(26E1Ja
3
Phần I: GIỚI THIỆU VỀ TẬP ĐOÀN TH VÀ SẢN PHẨM
TH TRUE MILK
1. Giới thiệu về tập đoàn TH
/bcS<'.Zd56'@':S7'7%8;:S94%^
PL6M'%&/cS< eEB61
B*YP17@6P64`Q@0M'/. e
7fJg27<%(J(456SZ'_`^S17T70
':S7'76_J%9S12T7T2A4U`^7<6
^S14USZSZ4W?_027456
%&0*026LVU40LU4Ua7^;%8V?(
hiij':S7'PD926*2%34USZ456%&
4'2[k$l9b7Sm'g7%85n2
_456%&4o7%8`[;@4EV62L64562%9
d\6:SL6B\456%&4'2[k$l7Q67(@;W9
4562%90E':S7'BEp7*676=@
V2C(J(456%&466'07EbSU;:
7*(>DE17M@>09b24567Q 7(
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4U`^EqSEP07WJ@[ZV?(_EM2WO0`MBW
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S?4USZ7(6%3BK
@262Vb^)b6e7Q7%8CX6)0r
9c?7<%;7(0std+'262BP#[6
76bB%u0>4b7J\?:S_[v
w[6;6B09<+E(7(>07J\4x#74x
;W;7<BWB7T1(J(4567L6b'
T7b4^?76!2;Pi>071SD!H<4USZ456L6*

2%32%9
4
'?262'04S4DL616J\456%97QgS
b;;*7%8@%&2C>?0%Q0>44DEO[E6
1456_J\@18S;]Jy1mP6oH)TEPP4(4560
J\7%8%Q0[)T7UJUBB%u0J\7%8BKOL6[
bD?%?%947%8;Jyb6B?M)T7U
JU4DEO[L6J\7@6L6W45607J\7%8E14DEO[7*E-
[Bz4DEO[Jy?S7 AMB5;:S7%8
7@P`16&/1 4567@Jy17R(
5>JScJ(&J\%g07W3RgSET41
S<^;%84567%827Ta'^Uy26W456%&40
<E(_%PPJ67<b'7Q7=26067(
WB%u^%&4%3BK2%9
2. Tầm nhìn, sứ mạng
1.1. Tầm nhìn
“Tập đoàn TH mong muốn trở thành nhà sản xuất hàng đầu Việt Nam trong ngành hàng
thực phẩm sạch có nguồn gốc từ thiên nhiên. Với sự đầu tư nghiêm túc và dài hạn kết
hợp với công nghệ hiện đại nhất thế giới, chúng tôi quyết tâm trở thành thương hiệu
thực phẩm đẳng cấp thế giới được mọi nhà tin dùng, mọi người yêu thích và quốc gia tự
hào”.
1.2. Sứ mạng
“Với tinh thần gần gũi với thiên nhiên, tập đoàn TH luôn nỗ lực hết mình để nuôi dưỡng
thể chất và tâm hồn Việt bằng cách cung cấp những sản phẩm thực phẩm có nguồn gốc
từ thiên nhiên – sạch, an toàn, tươi ngon và bổ dưỡng”.
/1(?L?
• /b4U`^7
• )<%B&4A<b
• l1j%3BK6<=SZ40%&
JcB%u

• =j'SZ%&4
• '*2%3j6
• '2(;]j{;(C
5
• CUj<R9
3. Mục tiêu
'2\>_E`M:S*2%30'7Y23@2
5B6S4567<6BN7<*2%3=4US<4
'_J%9`MB%&'2*2%36E
3.1 Mục tiêu chiến lược
'2A:S7BN7<*2%3456%&>
3.2 Mục tiêu về thị phần và tăng trưởng
 Tốc độ tăng trưởng
MỤC TIÊU TÀI CHÍNH 2014 – 2020
)&*js7W
2014 2015 2016 2017 2018 2019 2020
+6_7@E
B6
|! ! | # |## #!hh ,,
$8:2%9( ##h !! hh! "! | #,# ,,|
$8:46( #!h ,|"! h#! h,! |h"#  #h
 Thị phần
'2[k$lS^7^2AB6S4569&!H*S<456%&
6>0%&;*2P4?466;E
 Thị trường
/L?A2@SMEg*2%3BE1:S607W
3CE(A2@*2%346E1:S2^S
'2[;EEbr:S21*2%3;9%'./0@\
(SYA2@*2%326^U1rU%923697T^U%3
BM67=7=E(S:4USZ4564

)6B64USZjEbr^S456%&\14USZE1%456
%&Jc41B%u^045660E[0J&0Sb6014USZ4%26L
%&40*J\_>#
 Cơ sở hạ tầng và hệ thống phân phối
)<%&4A<0:SEZBM=170A2@Vb26
2'2[;E}M9?14U`^A9b4^h^
6
456i0?14x7%8`MB>9b
4^!^i>07^)b6e
'_?>0:S7'(SYA2@;%9~607W37<%
76?~6SMS?'2[62E S1rU%9
)?!7TSMS?''2[622SV?7(>)
?#,7TSMS?''2[622SV?7(
 Thương hiệu
'2A%&0;4;67<L6%3BK6=
14USZ%&4
'2A%&BB%uPE671:9%3BM
6bV6(;%8D0S12T=B\4USZ9^
;%8?%
4. Thị phần tại thị trường sữa Việt Nam
/TBB:^*2%3456A6J*?2*JA51V[
@%6;E0+$6B0[4;[0JJ0a)M;5B6S7Q 
JE1;M9*2%37Q7=D%3BK)MP;@2
51S;;5B6SE1?;^*S<E2
4560(?%&R;@^7=71;%M
7
'[711L6/bD*2%3[;4[[60P7(1
i#0*S<456%96L(y261B6S456@0
276;E 5,"0H*S<0E(7(;•2[4;6B/6S669
!0H''2[;E;0H*S<

8
Phần II: THỰC TRẠNG HOẠT ĐỘNG MARKETING CỦA
TH TRUE MILK GIAI ĐOẠN HIỆN NAY
1. Chiến lược về sản phẩm
1.1. Tên gọi
'( L66_m'2[6SS[44o0X6;mSg7Po/b
;b?67(%3BK5B\4USZ%&0n
g'2[;E€ ;=97fP4USZ0B
90M^%84M7:9E1
1.2. Chất lượng
d564''2[;E€m:4o7%8;_H456J\%&
^)T71SD<6L6%3BK0b7QEb<
7<%BM=b7dUSZ4567%84U`^269b
4U`^74^
dUSZ456''2[;E7%84U`^[?VU;]6^SV2C
4U`^EqSEP07WJ@[ZV?(_EM2WO0`MBW
20(J(D>J\0VU;]g0(J(€77(EM
SMS?4USZdUSZ456''2[;E;VU7<L6B1
>bJ\456(J(4Vb;9^)b6e94??
;7(s2td+
}^`D;7<jd~BY456%&4^L626
2')Z=?VU;]46SZkd•j!
BcDV?(t‚ƒt„ƒ‚k'd^S
)/D:dU.Z.K8S…/Zl†':BET6
4SZV?6„@‡'(04?hiˆ/„l…ˆ^Sˆ^D:
Z4USZ4?j"|ii‡'„/'/
1.3. Mẫu mã, bao bì
− 6JC'[26.6Eb_'Y)T9b70SK8S9
V[BK456@S^L6%36
− lPuj@S";;

9
− CDj'2J6JCT7<7L1b
− /1JT%80CU7%8T7&U02z20cJ:
− '2@S456T2z'2[;E9S5`62=
2 0SP62@S456;J<23`6
1.4. Chủng loại sản phẩm
dUSZ97%826*2%3;456%&2KS6(EbV1H
''2[;E14USZ456%JUJB%9j
 d56%&2K^BP";0;P
 d56%&2KP7%3BP;0";0;P
 d56%&2K7%3BP;0";0;P
 d56%&2K%&BMBP;0";
 d56%&2Kd;6^;0";
 d56%&2KJc4/;;6[";
 d56%&2KJc4/6`";
 d56%&2KJc4.4[2;";
6C2*2%36;E+$6B;5%&7%871
16=^;%84USZ0%&456''2[;ER;@
257?L26fE]9B\4USZ456%&_7J\456b
Eb4~BY456J@:SEZ
1d56%&4'X6)b7Vb;9
^)b6e07%826J*1(J*7:SEZ_1%9ˆM
‰'J@?:7%8[Zkd•|
/14USZL617%84U`^VU;][Zkd•
y71SDZ64SZE E[^
/r9;%8J\POJ67<7%8:SEZ_k426[;067Q7EU,!
7%8>4[@V2C4\7%8>O40?%940[0
6446[0aJ@V2C7%8VU;]Jy17UJU^;%8456
?^4^
10

2. Chiến lược về giá
l1YL6''2[;E;167CD:SE12A;
O260''2[;E\ 9E1;92Š5%3
P4USZ456_
64914USZ456K;2*2%3C456''2[
;E16&@g4914USZK;ˆ1L6''2[;E6
&6;EEUH''2[;E2JC"7Wi;?,@S";01
456 6;E ;h7Wi;? , @S";ˆ1   456 + $6B ;
,7Wi;?,@S";
/YTj
„dUSZ456%&2KBP;1_"„7i;?,@S
„dUSZ456%&2KBP";1_"„#7i;?,@S
„dUSZ456%&2KBP;P1#7i@S
„dUSZ456%&2KJc4/6`0/;;6[0.4[2;BP";
1h7i;?,@S
3. Chiến lược về phân phối
''2[;E1ESMS?j
 /1ESMS?2=?j17;]SMS?O;Š0S60'
'2[;E5%7Q7?97;]7T2A5%3JM
(0s94USZL6C'2%38SS8S7W0b
EV( JO07T;%&17;]E1
yP41VU;]VUE(EP17;]2;%9L6C0
?7;]L6b7QA2@SLE S<(1r
&(560{r''2[;E7=M(S* ?7*6J0
%3;%&P\7%8%A[B64?J1L617;]
)=77QE(EPMA2@7;]O0J1;Š07%6%&
L6b;[;OE Sz1
 lSMS?7j';E7QE*S3f=?J1;Š;9
%14*7%/S620/06`620$[0a
11

 '2[627Q7<%S12T@EJ17ZV?(7T9
214USZL6':S7'07;{~6SZ%&
4''2[62J1ESMS?2=?%1~6
J1;Šd?;%8*2P1~67%8SMJ?E608S;][JU
7W*2P7*6;]JU7WBM%2_E0YT;[:7@SM
J?17%3S?;90YBM%0E6<';E7QA7%8
<~6''2[62
 7(66''2[620%3BK\T7f
2(226v[Jvvv;E:6C
4. Chiến lược về chiêu thị
Thông điệp truyền thôngjm':4o
Chiến lược xúc tiếnj
''2[;E4~BY1bY`g({8SW1VU122=
C0J0SP01J(.‚017@VUJ107@C@7W
 …U122=C
…U1217j'0'#0d/'0d62[40'/0a
'36j!ii€#ihi
)@B'/j#MF'„',I0UB<F!MF'!„'hI
 …U12J1P
/bgY:S21SY5B6M…U12J1.Y
50dˆ\(S*0
 UVU1@S7‹3`[J]0E@j<2%32
70b4A
UVU123
„'4*j/0$[260/S6206`62
„'2Y7%3P
 Truyền thông tại địa điểm bán
'1?J1;x''2[62262P96L7;`6B%&
2 01$/+(;Y1'/VU14USZMJ1f
126SY%5M J\4562262

12
Œ14*066L66;E0+;6B;b;6L6
''2[;E9262PEcJ:J  
'1~6O0S6'^S1J>2bVU10{28
22%J4USZ
 Hoạt động PR
)?97@VUJ14USZ0Œ6017@VUJ1L6'
'2[;E;bM7%8^%84M4 9E16VU
14USZJy5;S0BMg]U_%3BKC'
'2[;E7Qg22817@`Q@%26Jc1[
4FSP!27WI0{28%&2C_m/K\6:S
%&oFSP!27WI0cD%&2Cm64XP'oFSP!
27WI0cD%&2Cmd;%&oyCE(>
b07%6CUL6b7(94FSP27WI0
28%&2C7Q;9Eb0a
/%&2Cm'26J`6‹1@bBMoRSS<
EbOE(`67U‹K7^9%&2C
0bJ175J7426262'BK4?=7%8
{281@bBMF!27Wi@I6J?2%9'P7(37T
C456'2[;E7Q{28!@bBM‹1X6
)06)0+/M/%&2CN767%8(SYA2@7(1K
;M:
lbVV6M7(5LM%&;67M0b456'7Q26f
!i2ŠL6167C7^y2KB176:S1
2%37067p2V?;E12A;260,b
77E(1@67Cd&0)b$%&R7%8''2[
;EP7S`MB
''2[;Ef,;456%3BMK;R
''2[;Ef#;4562Š[$y fCU566%9
>;4DEO[2Š[

13
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0':S7'%&456%&4TH true MILK?6
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1E(QL6456012*[6L6J(0!0hJ("7(#7=
E(VU^S&12*[62JC%&DL66;E…U1L6'
'2[;EEbM^%8=%6;EF#,49#!"I'70
1b=%&2CE(Q2^P7%8%3BKJ(7(Fh4
9#,I

6. Thang đo về lòng trung thành
UhjD7@U:=;\2
19
d'' bUJ(
d6S6B6B 
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'2[
;E
+
$6B
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[6 [6 [6 [6
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L6_
J(
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;6;6B6[ 3.53 ,## #! ,h #
#
E646E6[J646B6
B
3.00 #h ## , #
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4[6
2.71 ### | ### "!
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E6B[6B

# ## | ### ""
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#
[46S62[06646} 3.24 , ### #h ##"
#"
[46S66;B0
6646}
2.94 #h # #h #|
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&4912*[6L66;E0^456''2[;E%6SU;;6
7<L6%3BK04•46456E1(~6EbJ1
f14USZ>H491F49|L66;EI
5.2. Xác định vấn đề
'_E(VUEU4127M^0''2[;E767?B9<(1^
7=%46j
 Về sản phẩm
 /4:J(%&7?Eq497?L;9;6;E=^;%84U
SZ0J6JC0NQ
 C12*2JC=:J(^;%84USZ456'%66
%3BK711%66=^;%8456
 Về giá
 ˆ14USZ7%8;%&7?649D^S:L6*2%3
497?L26
20
 Về kênh phân phối
 /%64?496;E?ESMS?'2[62EL6b
%6:46;VU
 /1D2%J24*~6%6g?4g]L6
%3BK6;EbY?&

 Về chiêu thị
 D7@J(7(VU1L6'%66497?L
 …U1\7&70%6^SBN%3BK
 •[J4[b%6:4;EbVUCbEb5
P
 Về nhận biết thương hiệu
 D7@J(7(%&%6607=RBTC'9
;:S<7M0*S<(L(A= 076(
=6
 Về lòng trung thành của khách hàng
 '[E(VUEU410;\2L6E14~BY4USZL6
'\%66
'[bE_EU4105%37Q_4~BY''2[;E%7Q
T464~BYQE1;C;]B16(hH06Eb:
(H0P%&2CE(Q(H
Uj$]BT464~BYQE1
 / '6J;[H
[B6B''2[;E0;B
[V66[E6
66 ! hH
6E6[ , H
2E[6 , H
6;EV66  H
E6V[B6  H
l6 h #H
'6; | H
5.3. Lựa chọn vấn đề
21
C''2[;E%9SMEg456^;%86B714USZ%&
7?6&497?L260(^S&4xEb7LJK7 SSPE

M12%&;6
/PC;B\4567UJU^;%80''2[;Eg21
7@VUJ14USZ&;1%&2CE(Qb%30^
W456:47(_
+:06^7==?SMS?%&2CVU17T7%6
26E(62E[''2[;EAS<kkk
22
Phần III: LẬP CHƯƠNG TRÌNH MARKETING CỦA TH TRUE MILK NĂM
2014
1. Mục tiêu
 ˆgS%3BKCE12M2P=';@%&
4564
 '>B64?*S<L6'
 '422;\E1
2. Kế hoạch và kinh phí thực hiện
'cSP62E[J1BE(G!sF(0HB6>
,I
2.1. Chiến dịch Marketing đẩy:
/b4x17@?SMS?7T7%64USZ96%3BKV6
EPj
 ?~6'2[62F9EU!~6>,IjJ@
?~6'2[627%87<%&4A:^79?
1;5E{0M02[076a_6M@2%30_6PJ*b„
`6'23690%3BK\T7f2(2
v[J4[vvv;E:6C„@2U6
4 7JCD62=?
 );]SMS?26j7M;E2=?(s;6,H2
cB6>C:<6>s;(E^_J10
=%&2CE(Q7?917;]
lSMS? d?;%8 )&1 ''=

'2[62 ! 1‘,)i1 )
lSMS? H  )
'c )
23
2.2. Chiến dịch Marketing kéo:
 Kế hoạch chạy tại các trường mầm non trên tại các tỉnh phía Nam.
 @Bj`6V6L7=4564L6'
 CDj
 '2U;3MO2g%A
 /SYJq&2\&%A
 /=12*'4?{%&2C
 ':Sb]E(E1
 )*67Tj12%3<AE=6
 '36j!„F362%3L62ŠI
 l(ESP
Nhân viên MC PG,PB Hỗ trợ Đồng phục
d?;%8  ! # h
ˆ1 !0 !0 0 0
'= !0 0!0 #0 #00
Công cụ hỗ trợ Băng rôn, dụng cụ linh tinh
ˆ1 00
d?{ 
'= 00
Số trường mầm non Chi phí/trường Chi phí
,! h00 000
24
Quà Tặng loại 1
d?;%8 ,
ˆ1 0
'= "00

 Mô hình truyềnthông (module) và các phương tiện truyền thông
„ $'j+KS%&S1S(S:7g7T6%&7(97b
7U%3BK>4:D
„ '$j(S:7?%8Y>B~`MB;\2
„ dS42F28IjT219`Q@
25
TVC
Báo giấy
PR arcle
Print ad
Báo điện tử
PR arcle (advertorial & editorial)
Web banner
Forum seeding
Bill board
Game show
Các chương
trình từ thiện
Launching
Seminar
Acvaon