Professional Documents
Culture Documents
tui 17-35
Hc sinh, sinh vin, nhn vin vn phng
Sng khu vc thnh ph
L do la chn:
Chim s ng trong dn s
tui s dng nhiu c ph nht Vit Nam
cng nh trn th gii l di 40 tui
a s l gii tri thc
Thng xuyn ra ngoi ung c ph
Ni sng: H Ni v Tp.HCM
Mc thu nhp: Mc C tr ln: t 200 n
500 $/thng
H NI
i tng s
dng c ph
SI GN
HIGHLAND COFFEE
Cng ty c phn Vit Thi Quc T (VTI)
2002
phn khc: cao cp
trit l kinh doanh: Kt hp gia hin i v
truyn thng
40 ca hng: TP. HCM, H Ni, Nng, Hi
phng, Bin Ha
HIGHLAND COFFEE
Cng ty c phn Vit Thi Quc T (VTI)
Gloria Jeans
6/2006
Mc tiu kinh doanh:
o 6 ca hng ti tp HCM
o ung Starbucks v GJ ging nhau
Truyn thng:
Website ring
Fanpage
ng bi trn vnexpress.net, ciao.vn,
thienduongcaphe.vn
Illy's
(Cng ty TNHH Xut nhp khu Lin Thi Bnh Dng)
Cui 2008
C thc n pha ch t cocktail v caf
Phong cch
Truyn thng:
ng bi PR trn 1 s trang in t
01/2011: t chc khai trng ti HN
Trong nhng ngy u ra mt HN: t chc road show
thi trang xe c Vespa
TRUNG NGUYN
Mc tiu: kt ni v pht trin nhng ngi yu v
am m c ph trn ton th gii
Phc v c ph Vit Nam
Thnh cng trong chin dch ph cp c ph cho hng
lot ca hng
Tp trung phn khc th trng bnh dn
Mnh v th trng c ph ha tan
Ch tp trung qung co cho sn phm c ph ha tan
Ti Vit Nam:
Starbucks c nhiu ngi bit n v yu thch.
Mong ch Starbucks c mt ti th trng.
Starbucks chnh thc xut hin nm 2012: s thu ht c s
quan tm ca cng chng Vit, bo gii, cc i th cnh tranh
khc.
y l c hi tt cho vic truyn thng - qung co xy
dng, nh hnh thng hiu Starbucks ti Vit Nam
Mission
Mc ch
- nh v hnh nh thng hiu, thm nhp th trng
Mc tiu
90% cng chng mc tiu bit n thng hiu
60% trong s yu thch thng hiu
70% trong s s dng sn phm
Message
Starbucks l ni chn th 3
Media
Internet : fanpage, website, bi vit bo in
t, banner trn cc website khc, blog, forum..
In n: tp ch, bo in, t ri
Ti ca hng
Bng led ti cc trung tm thng mi, sn bay.
Frame thang my trong cc ta nh vn phng
Money
1,825 t
Measurement
Lng view, like, comment trn cc din n, blog,
fanpage, website.
S ngi tham gia fanpage
Lng pht hnh ca bo in, tp ch
S ngi tham gia cuc thi
Measurement
o lng da trn doanh thu
Lt ngi n trung tm thng mi, lt ngi i thang
my
nh gi thng qua phn hi
Bng hi online.
Phiu nh gi ti ca hng
Mission
Mc ch:
To nn cc lung thng tin lin quan n
Starbuck
Thu ht c s quan tm ca bo ch
To bc cho s thm nhp ca Starbuck
ti Vit Nam, khin cho s kin Starbuck vo
Vit Nam tr thnh 1 s kin ln nht.
Mission
Mc tiu:
Thng 6
Mission
Mc tiu:
Thng 7
Phng vin ca 70 u bo khc nhau tham d
bui hp bo
Thng tin v Starbuck xut hin trn 10 u bo
in ln, v trn hu ht cc trang bo mng
10 000 lt truy cp website chnh thc ca
Starbuck Vit Nam
5000 ngi like fanpage
5 000 lt click vo ng link , banner
Mission
Mc tiu:
Thng 8
C khong 40 ngi ni ting tham d s kin
C khong 50 bo tham d s kin
Sau s kin c khong 30 bo a tin v s
kin
message
media
06/2012: tin n (CEO sang VN)
a tin cho phng vin v vic CEO starbucks
sang Vit Nam
ng bi PR trn Tui tr, Vnexpress.vn,
Zing.vn.
Thu Blogger ni ting vit, tung tin n trn
1 s forum nh (Ghiencaphe.com.vn), 1 s
din n v c ph khc.
media
07/2012: tuyn b Starbucks chnh thc vo Vit
Nam (hp bo ti SG)
-
media
08/08/2012: Khai trng ca hng Starbucks
money
Phng
tin
Thi gian
S lng
bi
V tr
Bo mng
3 thng
30
Bi PR
Bo in
3 thng
15
Bi PR
5 triu/bi
75 triu
2 tun
5 banner/
5 website
Top
banner
12 triu/
tun
120 triu
Banner
Tng
n gi
Thnh tin
335 triu
money
Thu bloger: 5 triu/ 5 bi
T chc s kin: tng 350 triu
Hp bo: 50 triu
Khai trng: 150 triu
Chi ph cho khch mi: 150 triu
Bng LED ti trung tm thng mi v ti sn bay:
150 triu/ 2 tun
Frame thang my ti cc ta nh vn phng: 80
triu/6 ta nh/ 2 tun
Tng chi ph giai on 1: 920 triu ng
measurement
Lng view, like, comment trn cc din n,
blog, fanpage, website.
S ngi tham gia fanpage
Lng pht hnh ca bo in, tp ch
Lt ngi i thang my
Lt ngi qua li trong khu trung tm
thng mi
Phn 1
8/2012- 10/2012
Mission
Mc ch:
Thng tin: to dng hnh nh ca thng hiu
Mc tiu:
90% bit n starbucks
60% c hiu v thng hiu starbucks
Fanpage: 20 nghn thnh vin
Truy cp website : 10 nghn lt
Message
Star bucks l 1 phn ca cuc sng. Ngoi
gia nh v ni lm vic, starbucks l ni chn
th 3 dnh cho gii tr. Star bucks mang n
cho bn hng v c ph ch thc v 1 khng
gian thoi mi, thn thin. Star bucks l ni l
tng gp g
Media
Ti ca hng
Qung co trn bo in: tui tr, 2!
ng bi vit, t link dn vo website:
vnexpresss.vn, zing.vn, vietnamnet.vn
Fanpage, website
Thng 8:
Trn website : chng trnh tr li ng trng qu
fanpage: thng tin chng trnh
Media
20/10/2012
trang tr ti ca hng, t thip chc mng ti bn
fanpage a thng tin, chc mng
thng tin trn website
31/10/2012
trang tr ca hng, tng ko
fanpage a thng tin, chc mng
Thng tin trn website
t chc offline
Money
Chi ph: lm qu tng, trang tr ca hng v chi
ph qung co
Chi ph qu tng + trang tr ca hng + in thip
+ lm bng LED t ti ca hng: 30 triu
Chi ph qung co:
ng bi PR trn bo in (3 thng): 10 bi x 5tr = 50 tr
ng bi PR trn cc website (3 thng): 15 bi x 3tr = 45 tr
Measurement
Da trn lng pht hnh bo
Da vo lng truy cp website chnh thc
Da trn lng thnh vin fanpage, lng like,
comment fanpage
Da trn lng khch ti ca hng
Da trn lng views trn cc trang t qung
co
Da trn phn hi ca khch hng
Da trn doanh thu
Phn 2
11/2012- 3/2013
Mission
Mc ch:
Mission
Mc tiu:
Fanpage: 25 nghn.
Website: 20 nghn.
Th sinh d thi: 4000 ngi/4 thng t chc
t nht 15 phng tina tin
Message
Media
Media
Khonh khc Starbucks
L trao gii: 31/3/2013 ti Tp HCM
Khch mi ni ting
Gii thng ln: chuyn ng hnh cng
Starbucks tham quan Singapore 3 ngy, tham
d l hi thng nin Starbucks Singapore
Media
Cc hnh thc qung b cho cuc thi
a thng tin, to topic trn fanpage
Lp trang chnh thc ca cuc thi trn website
ca Starbucks Vit Nam
Treo banner trn cc trang in t
t frame qung co trong thang my ta nh
vn phng, ti trung tm thng mi.
Money
Chi ph dnh cho t chc: 400 triu
Chi ph t chc trao gii:
Chi ph khch mi ni ting: 100 triu
Chi ph t chc nhn s, thit k sn khu, thu
dng c, di chuyn: 100 triu
Money
Chi ph qung co: 310 triu
Thi gian
Phng tin
S lng
V tr
Thnh tin
2 tun u
Banner trn
(1/11/2012website
15/11/2012)
10 banner
trn 10
website
Top banner
trn trang
ch
240 triu
Frame trong
1 thng u
ta nh,
(11/2012)
trung tm
thng mi
6 ta nh
ln (3 ta
nh/ thnh
ph)
Thang my,
hnh lang
70 triu
Money
Tng chi ph: 710 triu
Chi ph phng nga ri ro: 90 triu
Tng: 800 triu
Measurement
Lng comment, like trn fanpage
Lng ngi truy cp, ng k ti khon v bnh
chn trn website chnh thc
Lng ngi truy cp cc website ng banner
Lng ngi qua li ti cc ta nh, trung tm
thng mi
Lng ngi tham gia thi
Cc bo v bi bo vit v cuc thi, s kin trao
gii v ngi thng cuc.