vanluong.blogspot.com omachi
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L/O/G/O
GVHD: Th.S LngLng
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Giithiuv cng ty Masan v snphm mOmachi
Khochtruyn thng snphm m Omachi
Mc tiu truyn thng
itngtruyn thng
Thng iptruyn thng
Knh truyn thng
Ngn sch truyn thng
Khoch chi tit
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Nm 2003, Cng ty cphnThngmiMasan thnh lp
Thng 12 nm 2008, Cng ty cphnthngmi Masan i tn thnh Cng ty
cphnthcphm Masan (MASANFOOD)
Cng ty chuyn snxutncchm, giav, m nlin, ht nm v cc loithc
phmng gi khc
Trong sut qu trnh hotng, MasanFood pht trinmththng phnphiniarngln, vign 120.000 im bnhngphkhp 63 tnh thnh Vit Nam
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Omachi l snphm m nlinu tin tiVit Nam c si khoaity
Ngy 18.6.2007, bnloi m khoaity u tin ca Omachi xuthin trn thtrng.
M khoai ty Omachi c bn gi l6.000/gi, 165.000/thng (30gi); c mt hn 100 thnh ph,th x, thtrn v tht Vit Nam
Cc knh phn khi chnh l siuth, ch v cc timtp ha
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V doanh s: t 400 tngXy dngthnghiu:
Thphn gi tr: t 25% thphn gi tr
(45% trong phn khc m cao cp)
Thphnsnlng: tt 15% n 20% nhnbitsnphm: 30%
Mc tiu truyn thng:
Ratings t 20% Effective Frequency: 2+
Effective Reach: 50% 3+
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Gm cc itng sau y:
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Si m ca Omachi c chacht kukoamine c tc dng
lm p da, cha thm qun, ci thin sc khe, gip ng
ngon hn v lm h ng huytDngcht khoai ty c chcnng phng chng vim
gan B v chngcm cm hiuqu
p dng cng ngh chin cbit cho ra nhngvt m
Omachi c mu vng t nhin, khng nhumphm mu chi (nhE102)
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Cc phngtintruyn thng csdng bao gm:
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Qung co truyn hnh (TVC):Trn cc knh sau:
Cc knh caTHVN: VTV3, VTV6 Cc knh truyn hnh aphng: HN1, HN2, HTV7, HTV9
Cc knh truyn hnh cp: SCTV15, SCTV16, VTC1
Ni dung:Qung co cchn l muqung co 30s; mangkhng khm cng, sung tc ca ngy TtctruynVit Nam.Ni dung qung co thhinc thng ipct li casnphm, qung co s c s tham gia ca 1 chuyn gia v dinhdnghoc 1 nghsnitingkhngnhchtlngsn
phm trong tm trngi tiu dng.Ni dung qung cophi lmnibtcnhng thng iptruyn thng cp.
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Qung co truyn hnh (TVC):Vkhoch pht sng:
Knh T 01/01/2012 n31/01/2012
T 01/02/2012 n15/02/2012
VTV3 Pht sng lin tc Pht sng lin tc
VTV6, HN1, HN2,HTV7, HTV9
2 ngy mtln 3 ngy mtln
SCTV15, SCTV16VTC1 3 ngy mtln 3 ngy mtln
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Qung co trn bo, Internet:Qung co trn bo Tuitr
,Cm nang mua smv Thgiiphn
Qung co trn 3 trang web:24h.com.vn ,news.zing.vn
& kenh14.vn
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Qung co Indoors:Ti cc hthng siu thlnnh Big-C, Co.op Mark,Citimart, Maximark
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c tnh cthnhng chi phcn c cho chindchtruynthng, nhm thchin 2 bng:
Bng phn b ngn schMarketing (vt: triung)
Bng chi ph truyn thng dtnh (vt: triung)
Phn b chi ph Marketing Thng 1 Thng 2 Thng 3 Tng cng
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Phn b chi ph Marketing Thng 1 Thng 2 Thng 3 Tng cng
Truyn thng nhn hiu 12640 6000 1730 20370
Qung co TVC 30s 11400 3300 14700
Ti tr
Qung co bo 640 1200 1130 2970
Bng hiu 600 1500 600 2700
PRChi ph cho Agency 500
Sn xut TVC
Ph Media 500
Ph thit k bao b
Kch hot tiu dng 11300 7875 1640 20815
Khuyn mi 6800 3455 1640 11895
S kin 4500 4420 0 8920
Pht hng mu
Nghin cu Marketing 98 26 111 235
Retail Audit Tracking 50 70 120
Consumer Tracking 30 25 55
Consumer Insights 18 26 16 60
Marketing Services 110 300 225 625Hi ngh tung hng 110 300 110
Hi ch v trin lm 225 225
Tip th knh 140 140
Khuyn mi knh
Trng by
Bng hiu Shop 140 140
POSM
Thng khuyn khch tung hng
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Chi ph truyn thng dtnh:Da vo tl doanh thu dkintc trong 3 thngthchinkhochtruyn thng: chim 8% doanh thukhong 32 tng
Tngcng chi ph khong 20,87 tng, t hn so vid tnh ban u l 11,13 tng. khontin ny s dnhcho cc chi ph pht sinh.
Phngtin Thng 1 Thng 2 Thng 3 TngcngTVC 11400 triu 3300 triu 14700 triu
Bo, Internet 640 triu 1200 triu 1130 triu 2970 triuIndoors 600 triu 1500 triu 600triu 2700 triu
Ph thu cng ty
truyn thng500 triu
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Cng ty s thu cng ty Royal media thitk TVC, diy l nidung gi dchv m cng ty chng ti chn (ngun:http://www.royalmedia.com.vn)
1.Kchbn (s ln 05 kchbni tc lachn/chnhsa theo yu cucai tc)2.V hnh minh hakchbn
3.Tchcsnxut (odin, has, m thanh, nh sng, my quay chuyn nghip,n, tchcsnxut, casting din vin, nhipnh, lngting, coff..)4. Sng tc ca khc/on ca khc/nhchiubnquyn cho qung co5. Din vin (din vin innh/din vin hi niting, ngimuniting,casniting )6. V 3D nhngphngiithiu tn doanh nghip/snphm/logo (tia 15 giy hnh v 3D/TVC)7.ng k bnquynqung co cho doanh nghip8. Cng ty htrtruyn thng trn Website, cc dinn khch hng thn thit;
tng 300 a in DVD snphm TVC min ph; tng 3 log TVC: 30 giy; 20 giy; 10 giy.ng bi qung co min ph trn bo Tp ch gio dcnghthut trong vng 1 nm,bo Cm nang mua sm trong vng 6 thng; bo Thgiiphn trong vng 4 thng;tng 1 giao din Website mi theo thitkng.9. Huk: Kthut vin ngi Singapore hoc Thi Lan10. Mc gi: 350 000 000 - 600 000 000 VN
Th 1 Th 2 (t 01/02 15/02/2012)
http://www.royalmedia.com.vn/http://www.royalmedia.com.vn/ -
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Knh
Thng 1 Thng 2 (t 01/02 n 15/02/2012)
Ngn sch Hnh thc Sln Ngn sch Hnh thc Sln
VTV3 9 tng Lin tc
trong ccngy
Mi ngy 5
ln (2 sng,3 ti)
2,1 tng Lin tc
trong ccngy
Mi ngy 4
ln (2sng, 2 ti)
VTV6 450 triu 2 ngymtln
Mi ngy 2ln (1 sng,1 ti)
150 triu 3 ngymtln
Mi ngy 2ln (1sng, 1 ti)
HN1,HN2
Lnlt l600 triu v240 triu
2 ngymtln
Mi ngy 2ln ( 1 sng,1 ti)
Lnlt l200 triu v80 triu
3 ngymtln
Mi ngy 2ln (1sng, 1 ti)
HTV7,HTV9
NS miknh l 525
triu
2 ngymtln
Mi ngy 3ln (1 sng,
1 tra, 1 ti)
NS miknh l 175
triu
3 ngymtln
Mi ngy 2ln ( 1 tra
1 ti)SCTV15SCTV16
Lnlt l160 triu v175 triu
3 ngymtln
Mi ngy 2ln ( 1 sng,1 ti)
Lnlt l80 triu v85 triu
3 ngymtln
Mi ngy 2ln ( 1sng, 1 ti)
VTC1 190 triu 3 ngy
mtln
Mi ngy 2
ln ( 1 sng,1 ti)
95 triu 3 ngy
mtln
Mi ngy 2
ln (1sng, 1 ti)
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T 11h45 n 12h T 19h50 n 20h
T 21h n 23h
V khung giqung co cthcami knh,cng ty squytnh sau khi tham kho kinca Cng ty
royal media tcmc tiu truyn thng nh mong mun.
Tuy nhin, theo d tnh ca cng ty th s pht QCvo 3 khung gi chnh l:
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ivitp ch Cm nang mua sm, Thgiiphn sng bi lin tc trong cc k
ivi bo Tuitr: ngqung co 2 ngy 1 ln trongsuttkhuyn mi. V tr c trang, kch c 260mmx375mm,vi gi 65 triu. (Ngun: http://quangcao.tuoitre.vn/Bang-gia-quang-
cao/index.html)
http://quangcao.tuoitre.vn/Bang-gia-quang-cao/index.htmlhttp://quangcao.tuoitre.vn/Bang-gia-quang-cao/index.htmlhttp://quangcao.tuoitre.vn/Bang-gia-quang-cao/index.htmlhttp://quangcao.tuoitre.vn/Bang-gia-quang-cao/index.htmlhttp://quangcao.tuoitre.vn/Bang-gia-quang-cao/index.htmlhttp://quangcao.tuoitre.vn/Bang-gia-quang-cao/index.htmlhttp://quangcao.tuoitre.vn/Bang-gia-quang-cao/index.htmlhttp://quangcao.tuoitre.vn/Bang-gia-quang-cao/index.htmlhttp://quangcao.tuoitre.vn/Bang-gia-quang-cao/index.html -
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Knh Thi gianng Vtr Kch
thcChias
Gi
3 thng Hot Bannertrn trang
ch
336 x 140 3 80 triung/thng
2 tunuthng1&3,ht thng 2
Rightbanner 2trn trang
ch
300 x 250 3 22 triung/tun
2 tunuthng1&3,ht thng 2
Rightbanner 2trn trang
ch
300 x 250 3 22 triung/tun
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Qung co Indoors:Xuthin trong cc hthng
siu th trong khongthi gian 2tunu tin ca thng 1, thng2&3 snght thng
Tp trung chyu cc siu thc ltngi cao trong thng
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Khuyn mi:Cng vivickhngnhchtlngsnphm trong tm trngi tiu dng; trong dpTt Nhm Thn, cng ty s tung ratkhuyn mi.tkhuyn mi sctruyn thng trncc knh TVC, bo (bo TuiTr), Internet vigiithng
nh sau:Giicbit: 3 quKhoai ty vng tr gi 1,5 tngmiqu
Giinht: 10 a vng tr gi 200 triumia
Gii nh: 30 Cy a vng tr gi 100 triumigii
Gii ba: 1000phiu mua hng min phca
Masan tr gi 500.000 ngmigii
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Public Relation (PR):Sau hingh, s lin hvitp ch Thgiiphn v
Cm nang mua sm vit bi phn tch. Trong , cnnhnmnhnhng thnh cng m hinghtccngnh l cam kt xy dng hnh nh m Omachi c chtlnghon ho trong tm tr ngi tiu dng
Thi gian ng: ttc cc k trong thng 2 & 3
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STT H v tn MSSV Mail nhm trng
1 Bi Minhc K094071373 [email protected]
2 TrnKhc Hng K094071386
3 NguynTn Khnh K094071394
4 V ThML K094071397
5 Nguyn Bnh Minh K094071407
6 Trn L ThKiu Oanh K0940714277 Phm Duy Quyn K094071438
8 Phm Hong Thng K094071450