{"id":2137,"date":"2022-03-28T09:24:32","date_gmt":"2022-03-28T09:24:32","guid":{"rendered":"https:\/\/migoda.vn\/chien-luoc-content-marketing-cua-vinamilk-1648459468"},"modified":"2023-04-22T14:14:36","modified_gmt":"2023-04-22T14:14:36","slug":"chien-luoc-content-marketing-cua-vinamilk-1648459468","status":"publish","type":"post","link":"https:\/\/migoda.vn\/blog\/chien-luoc-content-marketing-cua-vinamilk-1648459468\/","title":{"rendered":"#3 chi\u1ebfn l\u01b0\u1ee3c marketing c\u1ee7a Vinamilk th\u00e0nh c\u00f4ng t\u1ea1i Vi\u1ec7t Nam"},"content":{"rendered":"
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\n<\/span><\/p>\n

Vinamilk l\u00e0 m\u1ed9t trong nh\u1eefng c\u00f4ng ty s\u1ea3n xu\u1ea5t, kinh doanh s\u1eefa v\u00e0 s\u1ea3n ph\u1ea9m t\u1eeb s\u1eefa h\u00e0ng \u0111\u1ea7u Vi\u1ec7t Nam. <\/b>Vinamilk c\u0169ng l\u00e0 th\u01b0\u01a1ng hi\u1ec7u \u0111\u01b0\u1ee3c nhi\u1ec1u ng\u01b0\u1eddi ti\u00eau d\u00f9ng bi\u1ebft \u0111\u1ebfn nh\u1edd vi\u1ec7c x\u00e2y d\u1ef1ng v\u00e0 tri\u1ec3n khai nh\u1eefng chi\u1ebfn l\u01b0\u1ee3c Marketing hi\u1ec7u qu\u1ea3. H\u00e3y c\u00f9ng ch\u00fang t\u00f4i t\u00ecm hi\u1ec3u chi ti\u1ebft v\u1ec1 chi\u1ebfn l\u01b0\u1ee3c Marketing c\u1ee7a Vinamilk trong b\u00e0i vi\u1ebft n\u00e0y.<\/b><\/span><\/p>\n

Vinamilk l\u00e0 doanh nghi\u1ec7p s\u1ed1 1 c\u1ee7a ng\u00e0nh c\u00f4ng nghi\u1ec7p ch\u1ebf bi\u1ebfn s\u1eefa t\u1ea1i N\u01b0\u1edbc Ta. B\u00ean c\u1ea1nh ch\u1ea5t l\u01b0\u1ee3ng m\u1eabu s\u1ea3n ph\u1ea9m khi\u1ebfn nhi\u1ec1u ng\u01b0\u1eddi mua tin d\u00f9ng, t\u00ean th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a Vinamilk c\u00f2n \u0111\u01b0\u1ee3c nhi\u1ec1u ng\u01b0\u1eddi bi\u1ebft \u0111\u1ebfn b\u1edfi nh\u1eefng chi\u1ebfn l\u01b0\u1ee3c, chi\u1ebfn d\u1ecbch Marketing hi\u1ec7u su\u1ea5t cao v\u00e0 n\u1ed5i ti\u1ebfng. V\u1eady chi\u1ebfn l\u01b0\u1ee3c Marketing c\u1ee7a Vinamilk l\u00e0 g\u00ec ? \u0110i\u1ec1u g\u00ec t\u1ea1o ra s\u1ef1 s\u1ef1 th\u00e0nh c\u00f4ng xu\u1ea5t s\u1eafc so v\u1edbi nh\u1eefng chi\u1ebfn l\u01b0\u1ee3c Marketing c\u1ee7a Vinamilk ?<\/span><\/p>\n

H\u00e3y c\u00f9ng ch\u00fang t\u00f4i t\u00ecm hi\u1ec3u v\u1ec1 chi\u1ebfn l\u01b0\u1ee3c Marketing hi\u1ec7u qu\u1ea3 c\u1ee7a Vinamilk qua b\u00e0i vi\u1ebft n\u00e0y.<\/span><\/p>\n

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B\u1ea1n \u0111ang \u0111\u1ecdc: #3 chi\u1ebfn l\u01b0\u1ee3c marketing c\u1ee7a Vinamilk th\u00e0nh c\u00f4ng t\u1ea1i Vi\u1ec7t Nam<\/a><\/span><\/p>\n<\/div>\n

Gi\u1edbi thi\u1ec7u chung v\u1ec1 Vinamilk<\/strong><\/span><\/h2>\n

Vinamilk c\u00f3 t\u00ean g\u1ecdi ch\u00ednh th\u1ee9c l\u00e0 C\u00f4ng ty C\u1ed5 ph\u1ea7n S\u1eefa N\u01b0\u1edbc Ta. Vinamilk l\u00e0 m\u1ed9t c\u00f4ng ty s\u1ea3n xu\u1ea5t, kinh doanh th\u01b0\u01a1ng m\u1ea1i s\u1eefa v\u00e0 lo\u1ea1i s\u1ea3n ph\u1ea9m t\u1eeb s\u1eefa c\u0169ng nh\u01b0 nh\u1eefng thi\u1ebft b\u1ecb m\u00e1y m\u00f3c t\u01b0\u01a1ng quan t\u1ea1i N\u01b0\u1edbc Ta .<\/span>
\nTheo nh\u01b0 Wikipedia, Vinamilk l\u00e0 doanh nghi\u1ec7p s\u1ed1 1 c\u1ee7a ng\u00e0nh c\u00f4ng nghi\u1ec7p ch\u1ebf bi\u1ebfn s\u1eefa t\u1ea1i N\u01b0\u1edbc Ta, chi\u1ebfm h\u01a1n 54,5 % th\u1ecb tr\u01b0\u1eddng s\u1eefa n\u01b0\u1edbc, 40,6 % th\u1ecb tr\u01b0\u1eddng s\u1eefa b\u1ed9t, 33,9 % th\u1ecb tr\u01b0\u1eddng s\u1eefa chua u\u1ed1ng, 84,5 % th\u1ecb tr\u01b0\u1eddng s\u1eefa chua \u0103n v\u00e0 79,7 % th\u1ecb tr\u01b0\u1eddng s\u1eefa \u0111\u1eb7c tr\u00ean to\u00e0n n\u01b0\u1edbc .<\/span><\/p>\n

\"\u0110\u1ed9<\/span><\/p>\n

Ho\u1ea1t \u0111\u1ed9ng kinh doanh th\u01b0\u01a1ng m\u1ea1i ch\u00ednh c\u1ee7a Vinamilk g\u1ed3m c\u00f3 ch\u1ebf bi\u1ebfn, s\u1ea3n xu\u1ea5t v\u00e0 mua v\u00e0 b\u00e1n s\u1eefa t\u01b0\u01a1i, s\u1eefa \u0111\u00f3ng h\u1ed9p, s\u1eefa b\u1ed9t, b\u1ed9t dinh d\u01b0\u1ee1ng, s\u1eefa chua, s\u1eefa \u0111\u1eb7c, s\u1eefa \u0111\u1eadu n\u00e0nh, th\u1ee9c u\u1ed1ng gi\u1ea3i kh\u00e1t v\u00e0 nh\u1eefng m\u1eabu s\u1ea3n ph\u1ea9m t\u1eeb s\u1eefa kh\u00e1c .<\/span>
\nC\u00e1c lo\u1ea1i s\u1ea3n ph\u1ea9m c\u1ee7a Vinamilk c\u0169ng \u0111\u01b0\u1ee3c xu\u1ea5t kh\u1ea9u sang 1 s\u1ed1 \u00edt v\u01b0\u01a1ng qu\u1ed1c nh\u01b0 Campuchia, Philippines, \u00dac v\u00e0 1 s\u1ed1 \u00edt n\u01b0\u1edbc Trung \u0110\u00f4ng. Doanh thu xu\u1ea5t kh\u1ea9u chi\u1ebfm 13 % t\u1ed5ng doanh thu c\u1ee7a c\u00f4ng ty. N\u0103m 2011, Vinamilk lan r\u1ed9ng ra s\u1ea3n xu\u1ea5t, chuy\u1ec3n h\u01b0\u1edbng sang ph\u00e2n kh\u00fac tr\u00e1i c\u00e2y v\u00e0 rau c\u1ee7. Kh\u00f4ng l\u00e2u sau ph\u00e2n kh\u00fac h\u00e0ng m\u1edbi, d\u00f2ng m\u1eabu s\u1ea3n ph\u1ea9m \u0111\u1ea1t \u0111\u01b0\u1ee3c th\u00e0nh c\u00f4ng xu\u1ea5t s\u1eafc v\u1edbi 25 % th\u1ecb tr\u01b0\u1eddng t\u1ea1i k\u00eanh kinh doanh b\u00e1n l\u1ebb t\u1ea1i nh\u00e0 h\u00e0ng si\u00eau th\u1ecb. Th\u00e1ng 2 n\u0103m 2012, c\u00f4ng ty lan r\u1ed9ng ra s\u1ea3n xu\u1ea5t sang lo\u1ea1i s\u1ea3n ph\u1ea9m n\u01b0\u1edbc tr\u00e1i c\u00e2y d\u00e0nh cho tr\u1ebb nh\u1ecf .<\/span>
\nSau h\u01a1n 40 n\u0103m ra \u0111\u1eddi ng\u01b0\u1eddi ti\u00eau d\u00f9ng, \u0111\u1ebfn nay Vinamilk \u0111\u00e3 ki\u1ebfn thi\u1ebft x\u00e2y d\u1ef1ng \u0111\u01b0\u1ee3c 14 nh\u00e0 m\u00e1y s\u1ea3n xu\u1ea5t s\u1ea3n xu\u1ea5t, 2 x\u00ed nghi\u1ec7p s\u1ea3n xu\u1ea5t kho v\u1eadn, 3 Tr\u1ee5 s\u1edf v\u0103n ph\u00f2ng b\u00e1n h\u00e0ng, m\u1ed9t x\u00ed nghi\u1ec7p s\u1ea3n xu\u1ea5t s\u1eefa t\u1ea1i Campuchia ( Angkormilk ) v\u00e0 m\u1ed9t v\u0103n ph\u00f2ng \u0111\u1ea1i di\u1ec7n thay m\u1eb7t t\u1ea1i \u0110\u1ea5t n\u01b0\u1edbc xinh \u0111\u1eb9p Th\u00e1i Lan. Trong n\u0103m 2018, Vinamilk l\u00e0 m\u1ed9t trong nh\u1eefng c\u00f4ng ty thu\u1ed9c Top 200 c\u00f4ng ty c\u00f3 l\u1ec7ch gi\u00e1 tr\u00ean 1 t\u1ef7 \u0111\u00f4 t\u1ed1t nh\u1ea5t Ch\u00e2u \u00c1 Th\u00e1i B\u00ecnh D\u01b0\u01a1ng Th\u00e1i B\u00ecnh D\u01b0\u01a1ng ( Best over a billion ) .<\/span><\/p>\n

\"Gi\u00e1<\/span><\/p>\n

B\u00ean c\u1ea1nh vi\u1ec7c n\u1ed5i ti\u1ebfng v\u1ec1 ch\u1ea5t l\u01b0\u1ee3ng lo\u1ea1i s\u1ea3n ph\u1ea9m c\u0169ng nh\u01b0 vi\u1ec7c cung \u1ee9ng nh\u1eefng lo\u1ea1i s\u1ea3n ph\u1ea9m phong ph\u00fa, Vinamilk c\u0169ng l\u00e0 m\u1ed9t t\u00ean th\u01b0\u01a1ng hi\u1ec7u ph\u1ed5 c\u1eadp v\u00e0 l\u00f4i cu\u1ed1n ng\u01b0\u1eddi mua bi\u1ebft \u0111\u1ebfn m\u00ecnh tr\u1ea3i qua nh\u1eefng n\u1ed9i dung m\u00ea ho\u1eb7c, m\u1edbi l\u1ea1 trong nh\u1eefng chi\u1ebfn d\u1ecbch Marketing ti\u1ebfp th\u1ecb lo\u1ea1i s\u1ea3n ph\u1ea9m v\u00e0 t\u00ean th\u01b0\u01a1ng hi\u1ec7u th\u00e0nh c\u00f4ng xu\u1ea5t s\u1eafc .<\/span>
\n\u0110\u1ec3 \u0111\u1ea1t \u0111\u01b0\u1ee3c th\u00e0nh c\u00f4ng xu\u1ea5t s\u1eafc n\u00e0y, Vinamilk \u0111\u00e3 ki\u1ebfn thi\u1ebft x\u00e2y d\u1ef1ng nh\u1eefng chi\u1ebfn l\u01b0\u1ee3c Marketing t\u01b0\u01a1ng th\u00edch khi ti\u1ebfn h\u00e0nh nh\u1eefng chi\u1ebfn d\u1ecbch Marketing c\u1ee7a m\u00ecnh gi\u00fap t\u00ean th\u01b0\u01a1ng hi\u1ec7u n\u00e0y ho\u00e0n to\u00e0n c\u00f3 th\u1ec3 ti\u1ebfp c\u1eadn v\u00e0 l\u00f4i cu\u1ed1n ng\u01b0\u1eddi mua m\u1ed9t c\u00e1ch hi\u1ec7u su\u1ea5t cao .<\/span><\/p>\n

Chi\u1ebfn l\u01b0\u1ee3c Marketing Mix 4P c\u1ee7a Vinamilk<\/b><\/span><\/h2>\n

Vinamilk \u0111\u00e3 tri\u1ec3n khai chi\u1ebfn l\u01b0\u1ee3c Marketing Mix 4P nh\u01b0 th\u1ebf n\u00e0o ? Chi\u1ebfn l\u01b0\u1ee3c Marketing Mix 4P c\u1ee7a Vinamilk l\u00e0 g\u00ec ?<\/span><\/p>\n

\"chi\u1ebfn<\/span><\/p>\n

\u00a0<\/span><\/p>\n

Chi\u1ebfn l\u01b0\u1ee3c Marketing c\u1ee7a Vinamilk v\u1ec1 s\u1ea3n ph\u1ea9m (Product)<\/b><\/span><\/h2>\n

Khi nh\u1eafc \u0111\u1ebfn lo\u1ea1i s\u1ea3n ph\u1ea9m c\u1ee7a Vinamilk, t\u1eeb l\u00fac kh\u1edfi t\u1ea1o \u0111\u1ebfn l\u00fac t\u0103ng tr\u01b0\u1edfng, Vinamilk lu\u00f4n r\u1ea5t n\u1ed7 l\u1ef1c trong vi\u1ec7c lan r\u1ed9ng ra h\u1ea1ng m\u1ee5c m\u1eabu s\u1ea3n ph\u1ea9m v\u1edbi ti\u1ec1m n\u0103ng l\u00e0 mang t\u1edbi d\u00f2ng s\u1eefa s\u1ea1ch, t\u1ef1 nhi\u00ean v\u00e0 ph\u00e2n ph\u1ed1i \u0111\u01b0\u1ee3c nh\u1eefng mong \u01b0\u1edbc phong ph\u00fa c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng, t\u1eeb tr\u1ebb nh\u1ecf, ng\u01b0\u1eddi l\u1edbn cho \u0111\u1ebfn ng\u01b0\u1eddi gi\u00e0 c\u0169ng nh\u01b0 mong \u01b0\u1edbc mang l\u1ea1i cho h\u1ecd d\u00f2ng s\u1eefa s\u1ea1ch v\u00e0 t\u1ef1 nhi\u00ean nh\u1ea5t .<\/span>
\nH\u00e0ng h\u00f3a s\u1eefa c\u1ee7a Vinamilk lu\u00f4n mang \u0111\u1ebfn cho ng\u01b0\u1eddi mua nh\u1eefng gi\u1ea3i ph\u00e1p dinh d\u01b0\u1ee1ng v\u00e0 \u0111\u1eb7c bi\u1ec7t quan tr\u1ecdng l\u00e0 lu\u00f4n b\u1ea3o v\u1ec7 ch\u1ea5t l\u01b0\u1ee3ng qu\u1ed1c t\u1ebf. C\u00e1c s\u1ea3n ph\u1ea9m & h\u00e0ng h\u00f3a s\u1eefa r\u1ea5t th\u01a1m ngon, b\u1ed5 d\u01b0\u1ee1ng v\u00e0 t\u1ed1t cho s\u1ee9c kh\u1ecfe th\u1ec3 ch\u1ea5t n\u00ean \u0111\u01b0\u1ee3c r\u1ea5t nhi\u1ec1u ng\u01b0\u1eddi y\u00eau th\u00edch, \u0111\u01a1n c\u1eed nh\u01b0 : S\u1eefa d\u1ea1ng n\u01b0\u1edbc, d\u1ea1ng b\u1ed9t, d\u1ea1ng \u0111\u1eb7c, d\u1ea1ng s\u1eefa chua v\u00e0 n\u01b0\u1edbc \u00e9p tr\u00e1i c\u00e2y Vfresh, \u2026<\/span>
\nVinamilk \u0111ang r\u1ea5t ch\u00fa tr\u1ecdng \u0111\u1ebfn vi\u1ec7c n\u00e2ng c\u1ea5p c\u1ea3i ti\u1ebfn v\u00e0 b\u1ed5 tr\u1ee3 cho nh\u1eefng h\u1ea1ng m\u1ee5c m\u1eabu s\u1ea3n ph\u1ea9m m\u1edbi c\u1ee7a m\u00ecnh. V\u00e0o n\u0103m 2009, t\u00ean th\u01b0\u01a1ng hi\u1ec7u n\u00e0y \u0111\u00e3 t\u0103ng tr\u01b0\u1edfng v\u00e0 cho ra \u0111\u1eddi g\u1ea7n 20 s\u1ea3n ph\u1ea9m & h\u00e0ng h\u00f3a v\u1edbi nhi\u1ec1u ph\u00e2n kh\u00fac v\u00e0 ng\u00e0nh h\u00e0ng kh\u00f4ng gi\u1ed1ng nhau tr\u00ean th\u1ecb tr\u01b0\u1eddng. M\u1ed9t trong \u0111\u00f3 ph\u1ea3i k\u1ec3 \u0111\u1ebfn l\u00e0 s\u1ea3n ph\u1ea9m & h\u00e0ng h\u00f3a s\u1eefa b\u1ed9t c\u1ee7a Yoko, s\u1eefa b\u1ed9t Organic \u2026 v\u00e0 nh\u1eefng k\u1ebf ho\u1ea1ch phong ph\u00fa v\u00e0 \u0111a d\u1ea1ng h\u00f3a s\u1ea3n ph\u1ea9m & h\u00e0ng h\u00f3a c\u00f3 ngu\u1ed3n g\u1ed1c t\u1eeb th\u1ef1c v\u1eadt c\u0169ng r\u1ea5t \u0111\u01b0\u1ee3c ch\u00fa tr\u1ecdng nh\u01b0 sinh t\u1ed1 s\u1eefa, s\u1eefa h\u1ea1t, n\u01b0\u1edbc \u00e9p tr\u00e1i c\u00e2y, \u2026<\/span>
\n\"C\u00e1c<\/span>
\nB\u00ean c\u1ea1nh h\u1ea1ng m\u1ee5c lo\u1ea1i s\u1ea3n ph\u1ea9m phong ph\u00fa, Vinamilk c\u0169ng lu\u00f4n ch\u00fa tr\u1ecdng v\u00e0o vi\u1ec7c n\u00e2ng cao ch\u1ea5t l\u01b0\u1ee3ng lo\u1ea1i s\u1ea3n ph\u1ea9m .<\/span>
\n\u0110\u1ec3 cung \u1ee9ng nhu y\u1ebfu ng\u00e0y c\u00e0ng cao c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng v\u00e0 n\u00e2ng cao ch\u1ea5t l\u01b0\u1ee3ng m\u1eabu s\u1ea3n ph\u1ea9m, n\u0103m 1999, Vinamilk \u0111\u00e3 v\u1eadn d\u1ee5ng th\u00e0nh c\u00f4ng xu\u1ea5t s\u1eafc H\u1ec7 th\u1ed1ng qu\u1ea3n tr\u1ecb ch\u1ea5t l\u01b0\u1ee3ng theo ti\u00eau chu\u1ea9n qu\u1ed1c t\u1ebf ISO 9002 v\u00e0 hi\u1ec7n \u0111ang v\u1eadn d\u1ee5ng H\u1ec7 th\u1ed1ng qu\u1ea3n tr\u1ecb ch\u1ea5t l\u01b0\u1ee3ng theo ti\u00eau chu\u1ea9n qu\u1ed1c t\u1ebf 9001 : 2000. Vi\u1ec7c n\u00e0y \u0111\u00e3 xua tan ph\u1ea7n n\u00e0o kho\u1ea3ng c\u00e1ch ch\u1ea5t l\u01b0\u1ee3ng so v\u1edbi s\u1eefa ngo\u1ea1i nh\u1eadp v\u00e0 l\u00e0m t\u0103ng l\u00f2ng tin, uy t\u00edn c\u1ee7a t\u00ean th\u01b0\u01a1ng hi\u1ec7u n\u00e0y tr\u00ean th\u1ecb tr\u01b0\u1eddng .<\/span><\/p>\n

V\u1edbi danh m\u1ee5c s\u1ea3n ph\u1ea9m \u0111a d\u1ea1ng v\u00e0 t\u1ed1t cho s\u1ee9c kh\u1ecfe c\u0169ng nh\u01b0 \u0111\u00e1p \u1ee9ng \u0111\u01b0\u1ee3c nhu c\u1ea7u c\u1ee7a t\u1ea5t c\u1ea3 m\u1ecdi l\u1ee9a tu\u1ed5i v\u00e0 kh\u00e1ch h\u00e0ng, th\u01b0\u01a1ng hi\u1ec7u Vinamilk \u0111\u00e3 lu\u00f4n \u0111\u01b0\u1ee3c kh\u00e1ch h\u00e0ng nh\u1edb \u0111\u1ebfn v\u00e0 tin d\u00f9ng, bi\u1ebfn Vinamilk tr\u1edf th\u00e0nh m\u1ed9t trong nh\u1eefng th\u01b0\u01a1ng hi\u1ec7u s\u1eefa c\u1ee7a Vi\u1ec7t Nam n\u1ed5i ti\u1ebfng nh\u1ea5t.\"\"<\/span><\/p>\n

Chi\u1ebfn l\u01b0\u1ee3c Marketing c\u1ee7a Vinamilk v\u1ec1 gi\u00e1 (Price)<\/b><\/span><\/h2>\n

Gi\u00e1 \u0111\u01b0\u1ee3c coi l\u00e0 y\u1ebfu t\u1ed1 c\u1ea1nh tranh quan tr\u1ecdng trong vi\u1ec7c thu h\u00fat kh\u00e1ch h\u00e0ng c\u1ee7a m\u1ecdi doanh nghi\u1ec7p. V\u00ec v\u1eady, vi\u1ec7c \u0111\u1ecbnh gi\u00e1 s\u1ea3n ph\u1ea9m<\/b> ph\u00f9 h\u1ee3p c\u00f3 \u00fd ngh\u0129a \u0111\u1eb7c bi\u1ec7t quan tr\u1ecdng, gi\u00fap cho Vinamilk s\u1edf h\u1eefu l\u1ee3i th\u1ebf c\u1ea1nh tranh v\u00e0 tri\u1ec3n khai \u0111\u01b0\u1ee3c nh\u1eefng chi\u1ebfn d\u1ecbch Marketing hi\u1ec7u qu\u1ea3.<\/span><\/p>\n

\u0110\u1ed1i v\u1edbi chi\u1ebfn l\u01b0\u1ee3c gi\u00e1 c\u1ee7a m\u00ecnh, nh\u1eefng m\u1eabu s\u1ea3n ph\u1ea9m c\u1ee7a Vinamilk m\u1eb7c d\u1ea7u \u0111\u1ec1u \u0111\u1ea1t ti\u00eau chu\u1ea9n qu\u1ed1c t\u1ebf nh\u01b0ng gi\u00e1 l\u1ea1i th\u1ea5p h\u01a1n nhi\u1ec1u so v\u1edbi nh\u1eefng d\u00f2ng s\u1eefa ngo\u1ea1i nh\u1eadp. V\u00ed d\u1ee5 nh\u01b0 s\u1eefa b\u1ed9t d\u00e0nh cho tr\u1ebb nh\u1ecf c\u1ee7a Vinamilk ch\u1ec9 b\u1eb1ng m\u1ed9t m\u1ed9t ph\u1ea7n ba gi\u00e1 c\u1ee7a nh\u1eefng d\u00f2ng s\u1eefa kh\u00e1c tr\u00ean th\u1ecb tr\u01b0\u1eddng .<\/span>
\nV\u1edbi m\u1ee9c \u0111\u1ed9 c\u1ea1nh tranh \u0111\u1ed1i \u0111\u1ea7u cao tr\u00ean th\u1ecb tr\u01b0\u1eddng s\u1eefa, n\u1ebfu Vinamilk t\u0103ng gi\u00e1 c\u1ee7a m\u00ecnh l\u00ean b\u1eb1ng 50% c\u1ee7a nh\u1eefng h\u00e3ng kh\u00e1c, th\u1ecb tr\u01b0\u1eddng c\u1ee7a doanh nghi\u1ec7p s\u1ebd b\u1ecb t\u00e1c \u0111\u1ed9ng \u1ea3nh h\u01b0\u1edfng x\u1ea5u \u0111i. B\u00ean c\u1ea1nh \u0111\u00f3, Vinamilk c\u0169ng cho r\u1eb1ng vi\u1ec7c t\u0103ng gi\u00e1 b\u00e1n m\u1eabu s\u1ea3n ph\u1ea9m s\u1ebd l\u00e0m gi\u1ea3m nhu c\u1ea7u mua s\u1eafm c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng do thu nh\u1eadp trung b\u00ecnh \u0111\u1ea7u ng\u01b0\u1eddi c\u1ee7a N\u01b0\u1edbc Ta v\u1eabn c\u00f2n th\u1ea5p so v\u1edbi nh\u1eefng n\u01b0\u1edbc .<\/span><\/p>\n

\u0110\u1ec3 c\u00f3 th\u1ec3 x\u00e2y d\u1ef1ng \u0111\u01b0\u1ee3c ch\u00ednh s\u00e1ch gi\u00e1 ph\u00f9 h\u1ee3p, Vinamilk s\u1ebd gi\u1ea3m ngu\u1ed3n nguy\u00ean li\u1ec7u nh\u1eadp kh\u1ea9u t\u1eeb n\u01b0\u1edbc ngo\u00e0i n\u1ebfu nh\u01b0 ngu\u1ed3n nguy\u00ean li\u1ec7u trong n\u01b0\u1edbc lu\u00f4n d\u1ed3i d\u00e0o v\u00e0 b\u1ea3o \u0111\u1ea3m v\u1ec1 m\u1eb7t ch\u1ea5t l\u01b0\u1ee3ng. Vi\u1ec7c t\u1eadn d\u1ee5ng nguy\u00ean li\u1ec7u trong n\u01b0\u1edbc s\u1ebd gi\u00fap Vinamilk \u0111\u1ecbnh gi\u00e1 s\u1ea3n ph\u1ea9m ph\u00f9 h\u1ee3p h\u01a1n v\u1edbi kh\u00e1ch h\u00e0ng c\u0169ng nh\u01b0 c\u00f3 th\u1ec3 tri\u1ec3n khai c\u00e1c ch\u01b0\u01a1ng tr\u00ecnh chi\u1ebft kh\u1ea5u b\u00e1n h\u00e0ng<\/b> th\u01b0\u1eddng xuy\u00ean h\u01a1n \u0111\u1ec3 thu h\u00fat kh\u00e1ch h\u00e0ng.\u00a0<\/span><\/p>\n

Chi\u1ebfn l\u01b0\u1ee3c Marketing c\u1ee7a Vinamilk v\u1ec1 h\u1ec7 th\u1ed1ng ph\u00e2n ph\u1ed1i (Place)<\/b><\/span><\/h2>\n

H\u1ec7 th\u1ed1ng ph\u00e2n ph\u1ed1i c\u1ee7a Vinamilk t\u1ecfa r\u1ed9ng kh\u1eafp c\u1ea3 n\u01b0\u1edbc trong c\u1ea3 3 h\u00ecnh th\u1ee9c ph\u00e2n ph\u1ed1i l\u00e0 b\u00e1n s\u1ec9, kinh doanh nh\u1ecf ( 240.000 \u0111i\u1ec3m kinh doanh b\u00e1n l\u1ebb ) v\u00e0 shop ph\u00e2n ph\u1ed1i tr\u1ef1c ti\u1ebfp ( 575 shop ). S\u1ea3n ph\u1ea9m c\u1ee7a Vinamilk c\u0169ng xu\u1ea5t hi\u1ec7n \u1edf g\u1ea7n 1.500 nh\u00e0 h\u00e0ng si\u00eau th\u1ecb l\u1edbn nh\u1ecf v\u00e0 g\u1ea7n 600 shop ti\u1ec7n nghi tr\u00ean to\u00e0n n\u01b0\u1edbc v\u00e0 k\u00eanh th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed www.giacmosuaviet.com .<\/span>
\nV\u1ec1 c\u01a1 b\u1ea3n, m\u1ea1ng l\u01b0\u1edbi h\u1ec7 th\u1ed1ng ph\u00e2n ph\u1ed1i c\u1ee7a Vinamilk g\u1ed3m c\u00f3 3 k\u00eanh ch\u00ednh :<\/span>
\nK\u00eanh th\u1ee9 nh\u1ea5t l\u00e0 k\u00eanh nh\u00e0 h\u00e0ng. Vinamilk chia k\u00eanh nh\u00e0 h\u00e0ng ra l\u00e0m hai lo\u1ea1i : Lo\u1ea1i 1 l\u00e0 nh\u1eefng nh\u00e0 h\u00e0ng si\u00eau th\u1ecb l\u1edbn nh\u01b0 ch\u1ee3 giao th\u01b0\u01a1ng Big C, Metro, v\u00e0 lo\u1ea1i 2 l\u00e0 nh\u1eefng nh\u00e0 h\u00e0ng si\u00eau th\u1ecb nh\u1ecf nh\u01b0 Fivimart, Citi mart, Intimex .. C\u00e1c si\u00eau th\u1ecb nh\u00e0 h\u00e0ng n\u00e0y \u0111\u1eb7t h\u00e0ng tr\u1ef1c ti\u1ebfp v\u1edbi \u0111\u1ea1i di\u1ec7n thay m\u1eb7t Tr\u1ee5 s\u1edf c\u1ee7a Vinamilk .<\/span><\/p>\n

\"chi\u1ebfn<\/span>
\nK\u00eanh th\u1ee9 2 trong m\u1ea1ng l\u01b0\u1edbi h\u1ec7 th\u1ed1ng ph\u00e2n ph\u1ed1i c\u1ee7a Vinamilk l\u00e0 k\u00eanh key accounts. K\u00eanh n\u00e0y g\u1ed3m c\u00f3 nh\u1eefng nh\u00e0 h\u00e0ng qu\u00e1n \u0103n, kh\u00e1ch s\u1ea1n, tr\u01b0\u1eddng h\u1ecdc, c\u01a1 quan. C\u00e1c \u0111\u01a1n v\u1ecb ch\u1ee9c n\u0103ng n\u00e0y c\u0169ng tr\u1ef1c ti\u1ebfp \u0111\u1eb7t h\u00e0ng v\u1edbi \u0111\u1ea1i di\u1ec7n thay m\u1eb7t Tr\u1ee5 s\u1edf c\u1ee7a Vinamilk v\u1edbi s\u1ed1 l\u01b0\u1ee3ng l\u1edbn .<\/span>
\nK\u00eanh th\u1ee9 3 lo\u1ea1i k\u00eanh m\u00e0 Vinamilk cho l\u00e0 mang \u0111\u1eb7c th\u00f9 chi\u1ebfn l\u01b0\u1ee3c \u0111\u00f3 l\u00e0 k\u00eanh truy\u1ec1n th\u1ed1ng l\u1ecbch s\u1eed. B\u1ea3n ch\u1ea5t c\u1ee7a lo\u1ea1i k\u00eanh n\u00e0y th\u1eadt ra l\u00e0 k\u00eanh VMS ( Vertical Marketing System \u2013 k\u00eanh ph\u00e2n ph\u1ed1i c\u00f3 ch\u01b0\u01a1ng tr\u00ecnh tr\u1ecdng t\u00e2m v\u00e0 qu\u1ea3n tr\u1ecb chuy\u00ean nghi\u1ec7p ) trong \u0111\u00f3 \u0111\u01a1n v\u1ecb s\u1ea3n xu\u1ea5t l\u00e0 Vinamilk qu\u1ea3n tr\u1ecb nh\u1eefng nh\u00e0 ph\u00e2n ph\u1ed1i c\u1ee7a m\u00ecnh tr\u1ea3i qua vi\u1ec7c k\u00fd k\u1ebft nh\u1eefng h\u1ee3p \u0111\u1ed3ng r\u00e0ng bu\u1ed9c v\u1ec1 ngh\u0129a v\u1ee5 v\u00e0 tr\u00e1ch nhi\u1ec7m quy\u1ec1n l\u1ee3i v\u00e0 ngh\u0129a v\u1ee5 v\u00e0 ngh\u0129a v\u1ee5 v\u00e0 tr\u00e1ch nhi\u1ec7m c\u1ee7a hai b\u00ean. C\u00e1c nh\u00e0 ph\u00e2n ph\u1ed1i \u0111\u01b0\u1ee3c \u0111\u1eb7t kh\u1eafp nh\u1eefng t\u1ec9nh th\u00e0nh trong c\u1ea3 n\u01b0\u1edbc theo map th\u1ecb tr\u01b0\u1eddng m\u00e0 Vinamilk \u0111\u00e3 v\u1ea1ch ra .<\/span><\/p>\n

\"chi\u1ebfn<\/span>
\nB\u00ean c\u1ea1nh h\u1ec7 th\u1ed1ng k\u00eanh ph\u00e2n ph\u1ed1i phong ph\u00fa, Vinamilk c\u0169ng \u0111\u00e3 v\u1eadn d\u1ee5ng m\u1ea1ng l\u01b0\u1edbi h\u1ec7 th\u1ed1ng qu\u1ea3n tr\u1ecb b\u00e1n h\u00e0ng tr\u1ef1c tuy\u1ebfn ( DMS One ) cho nh\u1eefng nh\u00e0 ph\u00e2n ph\u1ed1i, kinh doanh b\u00e1n l\u1ebb v\u00e0 nh\u00e2n vi\u00ean c\u1ea5p d\u01b0\u1edbi kinh doanh th\u01b0\u01a1ng m\u1ea1i tr\u00ean c\u1ea3 n\u01b0\u1edbc t\u1eeb cu\u1ed1i th\u00e1ng 2\/2013. M\u1ed7i nh\u00e2n vi\u00ean c\u1ea5p d\u01b0\u1edbi b\u00e1n h\u00e0ng \u0111\u00e3 \u0111\u01b0\u1ee3c trang b\u1ecb m\u1ed9t m\u00e1y t\u00ednh b\u1ea3ng li\u00ean k\u1ebft 3G v\u00e0 GPS, nh\u1eefng th\u00f4ng tin t\u01b0\u01a1ng quan v\u1ec1 s\u1ea3n ph\u1ea9m & h\u00e0ng h\u00f3a s\u1ebd \u0111\u01b0\u1ee3c update ti\u1ebfp t\u1ee5c .<\/span>
\nNh\u1edd \u0111\u00f3, nh\u1eefng nh\u00e0 qu\u1ea3n tr\u1ecb c\u1ee7a Vinamilk ho\u00e0n to\u00e0n c\u00f3 th\u1ec3 theo d\u00f5i v\u00e0 update th\u00f4ng tin b\u00e1n h\u00e0ng c\u1ee7a nh\u1eefng nh\u00e0 kinh doanh b\u00e1n l\u1ebb theo \u0111\u1ecbnh k\u1ef3 2 \u2013 3 gi\u1edd \/ l\u1ea7n. H\u01a1n n\u1eefa, m\u1ea1ng l\u01b0\u1edbi h\u1ec7 th\u1ed1ng n\u00e0y \u0111\u01b0\u1ee3c nh\u00ecn nh\u1eadn l\u00e0 m\u1ea1ng l\u01b0\u1edbi h\u1ec7 th\u1ed1ng ph\u00e2n ph\u1ed1i ERP nh\u01b0 nhau v\u00e0 l\u1edbn nh\u1ea5t N\u01b0\u1edbc Ta l\u00fac b\u1ea5y gi\u1edd .<\/span><\/p>\n

Chi\u1ebfn l\u01b0\u1ee3c Marketing c\u1ee7a Vinamilk v\u1ec1 x\u00fac ti\u1ebfn h\u1ed7n h\u1ee3p (Promotion)<\/b><\/span><\/h2>\n

\u0110\u1ec3 ho\u00e0n to\u00e0n c\u00f3 th\u1ec3 t\u0103ng \u0111\u1ed9 nh\u1eadn di\u1ec7n t\u00ean th\u01b0\u01a1ng hi\u1ec7u v\u00e0 l\u00f4i cu\u1ed1n ng\u01b0\u1eddi mua, Vinamilk \u0111\u00e3 th\u1ef1c thi qu\u1ea3ng c\u00e1o m\u1eabu s\u1ea3n ph\u1ea9m \u0111a k\u00eanh nh\u01b0 qu\u1ea3ng c\u00e1o tr\u00ean fanpage, qu\u1ea3ng c\u00e1o tr\u00ean truy\u1ec1n h\u00ecnh, qu\u1ea3ng c\u00e1o ngo\u00e0i tr\u1eddi, t\u0103ng tr\u01b0\u1edfng video tr\u00ean youtube, \u2026 B\u00ean c\u1ea1nh \u0111\u00f3 l\u00e0 vi\u1ec7c ti\u1ebfp t\u1ee5c bi\u1ebfn h\u00f3a, l\u00e0m m\u1edbi n\u1ed9i dung, h\u00ecnh th\u1ee9c qu\u1ea3ng c\u00e1o nh\u1eb1m m\u1ee5c \u0111\u00edch l\u00f4i cu\u1ed1n s\u1ef1 ch\u00fa \u00fd quan t\u00e2m t\u1eeb ng\u01b0\u1eddi ti\u00eau d\u00f9ng .<\/span>
\nC\u00f9ng v\u1edbi nh\u1eefng chi\u1ebfn d\u1ecbch qu\u1ea3ng c\u00e1o, Vinamilk c\u0169ng ti\u1ebfp t\u1ee5c ti\u1ebfn h\u00e0nh nh\u1eefng ch\u01b0\u01a1ng tr\u00ecnh khuy\u1ec5n m\u00e3i th\u00eam nh\u01b0 : t\u0103ng dung t\u00edch lo\u1ea1i s\u1ea3n ph\u1ea9m nh\u01b0ng gi\u00e1 kh\u00f4ng \u0111\u1ed5i, qu\u00e0 khuy\u1ebfn m\u00e3i \u0111i k\u00e8m, gi\u1ea3m gi\u00e1 v\u1ec1 m\u1eabu s\u1ea3n ph\u1ea9m, \u2026<\/span><\/p>\n

\"Ch\u01b0\u01a1ng<\/span><\/p>\n

Trong th\u1eddi h\u1ea1n g\u1ea7n \u0111\u00e2y, Vinamilk c\u0169ng r\u1ea5t ch\u00fa tr\u1ecdng \u0111\u1ebfn nh\u1eefng ho\u1ea1t \u0111\u1ed9ng gi\u1ea3i tr\u00ed x\u00e3 h\u1ed9i v\u00e0 t\u1eeb thi\u1ec7n, l\u1eadp ra nh\u1eefng qu\u1ef9 h\u1ecdc b\u1ed5ng \u201c Vinamilk \u2013 \u01b0\u01a1m m\u1ea7m n\u0103ng l\u1ef1c tr\u1ebb Vi\u1ec7t \u201d, qu\u1ef9 s\u1eefa \u201c N\u01b0\u1edbc Ta kh\u00f4ng ng\u1eebng t\u0103ng tr\u01b0\u1edfng \u201d, qu\u1ef9 t\u1eeb thi\u1ec7n \u201c M\u1ed9t tri\u1ec7u c\u00e2y xanh cho N\u01b0\u1edbc Ta \u201d, s\u00e1t c\u00e1nh m\u00f9a d\u1ecbch \u2026<\/span><\/p>\n

\"Ch\u01b0\u01a1ngTh\u00f4ng qua nh\u1eefng chi\u1ebfn d\u1ecbch qu\u1ea3ng c\u00e1o, ch\u01b0\u01a1ng tr\u00ecnh khuy\u1ec5n m\u00e3i th\u00eam v\u00e0 nh\u1eefng ch\u01b0\u01a1ng tr\u00ecnh h\u1ed7 tr\u1ee3 v\u1ed1n, h\u1ecdc b\u1ed5ng v\u00e0 ho\u1ea1t \u0111\u1ed9ng gi\u1ea3i tr\u00ed v\u00ec x\u00e3 h\u1ed9i, Vinamilk \u0111\u00e3 tr\u1edf th\u00e0nh t\u00ean th\u01b0\u01a1ng hi\u1ec7u s\u1eefa n\u1ed5i ti\u1ebfng, l\u00f4i cu\u1ed1n \u0111\u01b0\u1ee3c nhi\u1ec1u ng\u01b0\u1eddi mua v\u00e0 \u0111\u01b0\u1ee3c ng\u01b0\u1eddi mua tin d\u00f9ng .<\/span><\/p>\n

AMIS aiMarketing \u2013 B\u1ed9 c\u00f4ng c\u1ee5 Marketing h\u1ee3p nh\u1ea5t tr\u00ean m\u1ed9t n\u1ec1n t\u1ea3ng<\/strong><\/span><\/p>\n

AMIS aiMarketing l\u00e0 gi\u1ea3i ph\u00e1p \u1ee9ng d\u1ee5ng t\u01b0\u01a1ng h\u1ed7 Marketing g\u1ed3m c\u00f3 to\u00e0n b\u1ed9 nh\u1eefng c\u00f4ng c\u1ee5 marketing thi\u1ebft y\u1ebfu tr\u00ean m\u1ed9t n\u1ec1n t\u1ea3ng duy nh\u1ea5t gi\u00fap doanh nghi\u1ec7p tri\u1ec3n khai chi\u1ebfn d\u1ecbch Marketing hi\u1ec7u su\u1ea5t cao, ti\u1ebft ki\u1ec7m ng\u00e2n s\u00e1ch v\u00e0 chi ph\u00ed ng\u00e2n s\u00e1ch, l\u00f4i cu\u1ed1n \u0111\u01b0\u1ee3c nhi\u1ec1u ng\u01b0\u1eddi mua ti\u1ec1m n\u0103ng h\u01a1n v\u00e0 ng\u00e0y c\u00e0ng t\u0103ng quy \u0111\u1ed5i .<\/span><\/p>\n

B\u1ed9 gi\u1ea3i ph\u00e1p bao g\u1ed3m:<\/strong><\/span><\/p>\n