Brands Vietnam | Đề thi Chung kết Young Marketers 3

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KHNG KH. Ti thng nghe nhiu ngi ni: thi ca Young Marketers vng no cng kh, nm no cng "chua cay". T cc vn x hi, nh ngi khuyt tt, gii tnh th 3, tnh dc an ton, n c hi ca brand nh bo hnh tr em (Shichida), dinh dng tr em (Nutifood), gii tr & vn ho (Vinacafe), etc... tng lm cho khng t marketers "v u bt tai", ng ni chi n "s vt v" ca cc bn sinh vin. Trong tt c ca cc cuc thi m chng ti bo tr thng tin, Young Marketers l "kh nhn" nht. Tuy vy, nm nay c v c khc bit: d th hn. Nhim v ca cc i chung kt nm nay n gin l gii mt bi ton v thng hiu go sch cho ngi tiu dng thnh th. Ti sao ti ni khng kh? Khng kh, bi v yu cu kh r rng. Hy c k . M tt hn l c k nhng yu cu , v rt di v cung cp nhiu thng tin. C nhiu thng tin l mt khi u tt, tuy nhin n cng c hi: bn d b xao nhng hoc bi ri, m ti thng gi l hin tng "ung nc t vi cu ho". c k , cht lc nhng thng tin cn thit, xc nh yu cu mc tiu v trng tm cn gii quyt, trnh sa v tham lam, bn s thy khng qu kh gii. Khng kh, bi v sn phm bn qu quen thuc: go (cm). Quen thuc n bn t khi n. Nn by gi ch cn hn m thi, hiu c bn cht sn phm v ngnh hng l g, cc giai on ch bin sn xut ra sao, hnh vi tiu dng nh th no, etc... V sn phm quen thuc, phn ln thng tin bn u c th kho st vi bt c ai, nhng thng tin kh kim hn th c Ban t chc Young Marketers t chc i th trng An Giang tm hiu. Hy tn dng c hi . Khng kh, bi v y l m cho mt bi gii m. Lun c "vn & c hi / issues & opportunities" cho mt bi ton thng hiu. Khng nht thit phi "bi kch ho" cho thnh vn , i khi ch cn tm kim nhng nhu cu cha c gii quyt (unmet needs) v a ra gii php marketing tho mn v tn dng c hi th trng. Khng kh, bi v ln ny cc bn c n 100 t bay bng vi nhng tng sng to v chin lc nh v, truyn thng ca mnh. 100 t, ng vy. Ngay c nhng marketers lu nm cng c khi cha c c hi qun l mt ngn sch ln nh vy, h

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<ul><li> 1. YOUNGMARKETERSEMPOWER THE NEXT MARKETING GENERATION</li></ul> <p> 2. Chng ta vn ni rt nhiu vtng v th ca Vit Nam trnbn go th gii, khngnh tm vc go Vit trn thtrng xut khuNHNG IU G ANG XYRA VI HT GO VIT, NGAYTRN CHNH T M CAMNH 3. TM TT TNH HUNG 4. T HO HT GO VIT NAMHT GO VIT XNG DANH VA GO TH GIIHin nay, Vit Nam t ho ng th 3 th gii v xut khu go vi sn lng xut khu ln ngn 7 triu tn/ nm, ch ng sau n v Thi Lan. Thm ch c nhng khong thi gian VitNam vn ln ng v tr nht, nh th trng.HT GO VIT - TIU TH NI A MNHXut khu mnh l th, nhng t ai bit th trng tiu th trong nc c tng sn lng ln n35 triu tn, gp 5 ln khi lng xut khu v gn bng 80% tng lng go xut khu trnton th gii.HT GO VIT MT PHN THIT YU TRONG CUC SNG NGI VITL mt trong nhng nc tiu th go ln nht th gii, go chim lng calories tiu thhng ngy ca ngi Vit Nam, v l phng tin mu sinh ca gn 70% dn s.HT GO VIT VN HA VITBn cnh vai tr ca mt loi lng thc thit yu giu dinh dng, ht go cn ng vai trquan trng trong vn ha ca ngi Vit. Ht go Vit l nn tng cho mt ba cm ngon, gnkt mi thnh vin trong gia nh. L mt phn quan trng ca truyn thng i vo tm thcmi ngi Vit Nam qua cc cu chuyn c tch nh S tch Bnh chng Bnh dy, qua bing dao Ht go lng ta, 5. NG T HO L VYNHNG GO VIT NAM VNANG I MT TRCNHIU THCH THC TRONGTH TRNG NI A 6. CHT LNG GO CN TRI NITheo Nhp cu u t: Ngoi 10% cc sn phm c tiu th trong knh siu th, phn cnli xem nh c cho t pht trin. l mt th trng t do n ni hu nh khngai c th qun l ni cht lng hay ngun gc, gi c, knh phn phi a phn cc hkinh doanh nh l vn phi chy theo li nhun bng cch pha trn cc sn phm vi nhau c gi thp hn. Ngi tiu dng ch bit tin vo ng ch ca hng go thay v phi tinvo thng hiu ca nh sn xut.Go phn phi qua cc knh truyn thng tuy chim 90% sn lng go ni a Vit nhngkhng nhng khng c thng hiu, m cn khng c kim nh v ngun gc, khngng u v n nh v cht lng, khng m bo an ton v sinh thc phm v tt chosc khe, Qua knh phn phi ny, ht go Vit cn lm tri ni v kh kim sot.T bo Nng Nghip Vit Nam cng t ra lo ngi: C mt iu m hu ht cc doanh nghiptrong ngnh go u thng nht vi nhau rng, trong khi go xut khu buc phi p ngnhiu tiu chun k thut, an ton thc phm, c khch hng nc ngoi kim tra k,th go tiu th ni a li ang b b lng hon ton v cht lng, an ton thc phm, aimun bn sao th bn, mun trn, mun tm ha cht, hng liu, mun ty t tn goth no cng chng s b c quan chc nng no ti hi thm.Ngoi ra, knh phn phi nhiu tng y gi go ni a cao hn gi xut khu v y chtlng go ni a xung mc thp do kh kim sot. go n c ngi tiu dng, la hngha ca nng dn phi i qua rt nhiu khu nh: thng li nh -&gt; ch va la -&gt; nh my xayxt nguyn liu-&gt; nh my lau bng -&gt; doanh nghip thng mi/ va go -&gt; nh bn l -&gt;ngi tiu dng. 7. NGI TIU DNG CN TH ng quan ngi hn, trc thc trng go tri ni ng bo ng l th, nhngngi tiu dng Vit li qu th .Mi nm, ngi Vit Nam tiu th 211kg go cha k cc sn phm bin ch t btgo nh m, ph, bn, bnh, Tnh trung bnh u ngi chng ta tiu th go tngcng 350kg/nm/ngi.Mc d rt nhiu kho st gn y cho thy xu hng ngi dn cc thnh phln quan tm nhiu hn n vn sc khe v v sinh an ton thc phm, nhngngay c chnh nhng thnh ph ln, i vi loi lng thc tiu th nhiu nh go,ngi tiu dng li ch mi quan tm ch yu n 2 tiu ch l (1) Gi v (2) V(khu v go, v d nh: mm, xp, do, kh,), m cha quan tm nhiu n ngungc xut x, an ton v sinh thc phm, dinh dng c trong go, mc an toncho sc khe, cng nh cc gi tr km theo khc. C th l theo kho st tiu dnggo gn nht ca Vin Chnh sch Chin lc pht trin nng nghip nng thn(IPSARD), c n 90% s NTD H Ni, TP. H Ch Minh v Hi Phng cho bit hs dng go t khng ng gi, khng nhnmc.C l v s ch quan ny m go Vit Nam vn tip tc tri ni, thiu kim sot thtrng go ni a vn cn nhiu b ng. 8. HT GO VIT CN V DANHHt go Vit vn cn v danh ngay ti nc nh, vn cha c mt thng hiu noc th i din cho nhng chun mc ca go Vit.Bn cnh 90%go phn phi qua knh truyn thng l hu nh hon ton khng cthng hiu, chic bnh th trng 10% go phn phi qua knh MT phi chia nhaucho nhiu thng hiu mi, v d nh Gentraco vi Ngc ng, ITA Rice vi GoHng La, ADC vi Go T Qu t tiu chun ( Global Gap), Cng Ty Vin PhVi Go Organic Hoa Sa, Bo V Thc vt An Giang vi Go By Ni, Cng Ty GoSch vi Go ng Th,..V hu ht cc thng hiu ny khng dm thm nhp vo knh bn hng truynthng hin ang chim 90% th phn tiu th ni a. c c nhng sn phmt chun, Nh sn xut phi hp tc vi nng dn, phi tun th theo ng quynh nghim nght v qun l cht lng, v c ngha l phi u t rt nhiu chiph ra c sn phm cht lng. v kt qu cui cng l thng li ch cn trgi cao hn 300 ng/kg la l xem nh h tc ot ton b cng sc u tca cc nh sn xut. S go ny c h bn ti th trng ni a vi gi r hn dokhng phi u t, khng phi gnh thu, khng lm thng hiu. i lc gi bn rhn khong 15%. y chnh l l do khin cc thng hiu go Vit khng th phttrin c ti knh truyn thng, v iu c ngha go c thng hiu kh thn c tay ca 90%ngi tiu dng go trong nc. 9. NHNG TCNHN NHHNG KHCNNG DN CHA C LIN KT VI DOANH NGHIPKhng lin kt trc tip doanh nghip, ht la ngi nng dn mun n tay ngi tiu dng phi thngqua c ch tng trung gian khng nhng y gi go ln cao m cn kh kim sot cht lng. Nngdn Trng Vn Ti mong mi: Gi m Nh nc gip nng dn v doanh nghip kt ni vi nhau.Doanh nghip c th rng buc nng dn bng cch h tr vn ban u, cng ngh, ging la... vi iukin nng dn phi bn sn phm t tiu chun cho doanh nghip, th nng dn s d th hnTIU TH GO TRONG NC B NH THU VAT 5%- GO XUT KHU LI C MIN THUTin s Nguyn c Thnh (Vin Nghin cu chnh sch kinh t VERP), Trng nhm nghin cu la goca Lin minh Nng nghip by t quan im: Vic bi b thu VAT s to iu kin cc doanhnghip go to dng c cc thng hiu go trn th trng ni a, gip cho ngi dn Vit Nam c chi c tiu dng go c cht lng cao hn.THIU VAI TR CA NH TRUYN THNGGio s V Tng Xun khi xng m hnh cnh ng mu ln vi m hnh lin kt 4 nh: Nh nc,nh nng, nh khoa hc v nh doanh nghip. Tuy nhin, theo thc s Hunh t Phi Chu gim c CtyTNHH Go Sch, cn b sung thm nh th 5, l nh truyn thng. Bi l, nu xc nh li th quc gial nng nghip, l ngnh go th Vit Nam phi c mt chin lc thng hiu v truyn thng cp qucgia cho ngnh ny. 10. Hn bao gi htHt go Vit Nam khao kht mt thng hiu tinphong trong cuc cch mngKhng nh li cht lng, gi tr ca mnh.Mt thng hiu c th i din go Vit Nam, l mtthng hiu uy tn dnh cho chnh ngi Vit 11. V D N 12. Nhm bc chn vo th trng go ni a Vit Nam, mt tp on ln kinh doanh mt hng tiu dng nhanh (FMCG) lin doanhvi mt cng ty sn xut nng nghip min Nam ln bc nht trong nc thnh lp Cng ty Vinarice.Khng ch tha hng li th ca mt tp on FMCG v ngun ti chnh di do, c h thng phn phi khp c nc (c bit mnh cc thnh ph ln), Vinarice cn c th mnh l va go vi cc kho go ln, am hiu su sc v cc ngun nguyn liu go VitNam, quan h rng v tt vi cc c quan nh nc cng nh ngi nng dn.Gi nh Cng ty Vinarice c th gii quyt nhng kh khn lin quan n cc tc nhn nh hng nu u bi nh n nh gi tr,cht lng v sn lng go Vit; nhng bi ton kinh t v thu, v sn sng u t cho thit b/ cng ngh hin i cng nh c miquan h bn cht vi a s nng dn/ hip hi nng dn vng trng la ng bng Sng Cu Long.TH HIN TICng ty Vinarice mun xy dng mt thng hiu go Vit Nam uy tn, m bo cht lngi din cho ngi Vit, i din cho nhng chun mc ca go Vit Nam. 13. TH TRNG MC TIUTrc mt nhm vo th trngtiu th go ni a Vit Nam, tptrung 6 thnh ph ln (H Ni,H Ch Minh, Hi Phng, Cn Th, Nng, Hu) 14. I TNG MC TIUNgi Vit Nam, tui t 25 45,thu nhp ABC+L ngi mua thc phm chnhtrong gia nh v ch yu l phn, sng 6 thnh ph lnTHI QUEN TIU DNG GOHin ang s dng loi go c mcgi trn 12.000 ng/kgTn sut mua go cho h gia nh 4ngi l 10kg/2 tun/ lnSn sng th loi go mi tt hnnhng khng qu chnh lch v gi 15. THAM VNG CAVINARICE NGAY SAU 3 NMBC VO TH TRNG- Nm gi 20% th phn go tiu th nia Vit Nam (tnh bng sn lng) ti 6thnh ph ln ch yu khai thc nhm90% ang phn phi ti cc knh truynthng/ cha c thng hiu.- Thay i thi quen ti thiu 25% ngitiu dng mc tiu t mua go khngthng hiu sang mua go c thnghiu- Tr thnh Top of Mind v thng hiugo Vit Nam uy tn &amp; c yu thchi vi ngi tiu dng mc tiu 16. THCH THC MARKETING 17. Gi s nhm bn l b phnMarketing ca Vinarice, HY XYDNG TNG SN PHM &amp;NH V CHO THNG HIUGO VINARICE NI TRN&amp;PHT TRIN TNG &amp; KHOCH C TH CHO CHINDCH TUNG VINARICE ti thtrng 6 tnh thnh mc tiutrong 6 thng vi ngn sch 100t ng 18. MC TIUCA CHIN DCHTUNG VINARICE- Nm gi 5% th phn go tiu th ni aVit Nam (tnh bng sn lng) ti 6 thnhph ln ch yu khai thc nhm 90%ang phn phi ti cc knh truyn thng/cha c thng hiu v c th song songkhai thc nhm 10% phn phi ti MT.- nhn bit thng hiu t ti thiu50% trong nhm khch hng mc tiu. V10-20% nhm khch hng nhn bit muath sn phm.- Thay i thi quen ti thiu 5% ngi tiudng mc tiu t mua go khng thnghiu sang mua go c thng hiu 19. BI LM CN C CC PHNXY DNG CHIN LC NH V THNG HIU Phn tch th trng mc tiu Phn tch i th Phn tich tim lc go Vit Nam &amp; cng ty Phn khc v chn nhm khch hng mc tiu Phn tch khch hng mc tiu tng sn phm &amp; nh v thng hiu Marketing mix 6P XUT CHIN DCH TUNG NH V MI (6 THNG) Mc tiu chin dch Thng ip chin dch i tng mc tiu chin dch S tht ngm hiu ca i tng mc tiu trong chin dch tng ln Chin lc knh tip cn K hoch trin khai tng th 20. BI LM C NH GI QUA CC TIU CH Thu hiu bi cnh (15%) C am hiu ngnh hng/ th trng khng? (5%) C am hiu i th khng? (5%) C am hiu th mnh/ tim lc ca ngnh go Vit Nam v cng ty Vinarice khng? (5%) Tnh hiu qu ca vic xy dng nh v thng hiu (30%) Phn khc khch hng c hp l khng? Chn nhm khch hng mc tiu c tim nng khng? (10%) tng &amp; nh v mi c da trn nn tng thu hiu i tng mc tiu, thu hiu ngnh hng, thu hiu cng ty/ snphm t thay i thi quen NTD t mua go khng thng hiu sang c thng hiu, khin NTD mc tiu nhn bitv tin tng vo Vinarice Vinarice t c th phn ra hay khng? (10%) nh v mi c c th hin v pht trin r rng qua marketing mix - 6P hay khng? (10%) Tnh hiu qu &amp; sng to ca chin dch tung Vinarice (35%) tng ln ca chin dch tung c bn c nh v Vinarice khng? (10%) tng ln ca chin dch c hp dn v khin i tng mc tiu quan tm khng? (10%) tng ln cng cc hot ng trin khai c th t c mc tiu ca chin dch khng? (10%) tng ln ca chin dch c phi l 1 tng duy nht, xuyn sut (single minded) v c th trin khai cc knh tipcn (touch point) vi khch hng mc tiu hay khng? (5%) Tnh kh thi (10%) Cc hot ng ca chin dch c kh thi thc hin hay khng? Cc knh tip cn c ph hp khng? (10%) Trnh by (10%) C truyn ti c tng bi lm khng? (5%) C li cun khn gi tham gia/ quan tm n bi trnh by khng? (5%) 21. QUY CCH NP BICc nhm d thi Vng Chung kt phi np bi vemail: contact@youngmarketers.vn trc 21h00,ngy 14/11/2014 vi subject: Young Marketers 3 Chung kt [Tn nhm].Bi np phi nh dng PDF, khng qu 22 slideni dung (tc cha bao gm 3 slide: Tn nhm,Agenda v Cm n). Bi np ny s l bi d thi cuicng, dng thuyt trnh vo ngy chung kt15/11/2014.Mi nhm s c 22 pht thuyt trnh &amp; 16 pht tholun &amp; trao i vi BGK Vng Chung Kt.Cc th sinh d thi C Hi Ln thc hin theo thngbo ti post C Hi Ln 22. THAM KHO 23. TI LIU THAM KHO RICE MARKET LIBERATION AND POVERTY IN VIETNAM, Nicholas Minot, IFPRI http://cafef.vn/hang-tieu-dung/phong-tay-voi-gao-ngoai-201410040658233670ca55.chn Xy dng thng hiu Go Vit Hnh Trnh Gian Kh, Hunh t Phi Chu - Gim c Cng TyGo Sch, ng trn Tp Ch Nhp Cu u T S ra ngy 17/12/2012 http://www.riceonline.com/files/VietnamRiceSpecs.pdf Website Hip hi lng thc Vit Nam, http://vietfood.org.vn/vn/ http://giaothongvantai.com.vn/kinh-te/201410/nguoi-trong-lua-dung-ngoai-thi-truong-gao-548424/ http://www.nhipcaudautu.com.vn/article.aspx?id=14594-xay-dung-thuong-hieu-gao-viet-hanh-trinh-gian-kho- http://www.tintucnongnghiep.com/2014/02/chon-giong-gan-voi-thi-truong.html http://ptqnews.com/thuong-mai/nong-dan-phai-duoc-tham-gia-an-dinh-gia-lua-gao-52911.html https://www.academia.edu/7760980/Bao_cao_thuong_nien_Gao_2013_Trien_vong_2014 http://www.hoinongdan.org.vn/dien-dan/van-de-hom-nay/5851-b%C3%A1t-nh%C3%A1o-th%E1%BB%8B-tr%C6%B0%E1%BB%9Dng-g%E1%BA%A1o-n%E1%BB%99i-%C4%91%E1%BB%8Ba.html http://vietstock.vn/2014/10/de-xuat-bai-bo-thue-vat-5-voi-tieu-thu-gao-trong-nuoc-758-371113.htm http://iasvn.org/homepage/Thi-truong-lua-gao-thang-72014-va-du-bao-5876.html http://nld.com.vn/kinh-te/phong-tay-voi-gao-ngoai-2014100322061557.htm http://www.brandsvietnam.com/3241-Nguoi-tieu-dung-Viet-kho-tinh http://vietbao.vn/vn/gia-ca-thi-truong/mat-hang-Gao-te-thuong-Q5 24. Young Marketers Empower the next marketing generation.Cuc thi do REDDER Advertising t chc, vi BRANDS Vietnam l i tc truyn thng.Chng trnh nhn c s ng hnh &amp; ti tr c quyn ca Microsoft Mobile Devices/ Nokia Vietnam:Microsoft Mobile Devices l mt n v kinh doanh trc thuc Microsoft v trc tip qun l dng sn phm in thoi thng minh(smartphone) mang nhn hiu Lumia ni ting trn ton th gii v dng sn phm in thoi ph thng mang nhn hiu Nokia. S mng caMicrosoft Mobile Devices l mang tri nghim in thoi thng minh v internet n ngy cng nhiu ngi dng, thng qua tip bc choh vn n nhng c m v kht vng ca mnh trong cuc sng bit thm thng tin hoc gii p thc mc lin quan n cuc thi, xin lin h BTC qua:- Email: contact@youngmarketers.vn- Facebook: www.facebook.com/youngmarketersvn- Website: www.youngmarketers.vn</p>