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Marketing

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I Tổng quan về sản phẩm
Với những ai đã từng xem phim Hàn Quốc chắc không còn xa lạ gì với món ăn truyền thống của người Hàn Quốc l à Kim chi và Gim bab.
Chỉ đứng sau kim chi, Gim bab là món ăn phổ biến đặc trưng và trở thành nét đặc trưng trong ẩm thực xứ Hàn. Với mong muốn mang đến một nền ẩm thực xứ Hàn để phục vụ những người yêu ẩm thực Hàn và muốn tìm hiểu về nền ẩm thực này. Nhà hàng Gim Bab ra đời và đang nỗ lực để trở thành địa chỉ tin cậy được nhiều thực khách lựa chọn . Gimbab – “Gim” là tên gọi của lá rong biển khô; “bab” đơn giản là “cơm”. Tên gọi của món ăn rất đơn giản, cơm gói trong lá rong biển.
Nhà hàng Gim Bab ra đời vào tháng 6/2011, tại địa chỉ 1/28 Lữ gia, Đường số 1, Cư Xá Lữ Gia, Quận 11, Tp.HCM.
Hình thức kinh doanh hiện tại là kinh doanh online – một hình thức kinh doanh nhỏ, lẻ, giao hàng tận nơi, chủ yếu quảng cáo trên Internet bằng trang web của công ty. Trong thời gian sắp tới nhà hàng sẽ xây dựng và phát triễn hệ thống chuỗi nhà hàng Gim bab tại TP.HCM.
II Mục tiêu chiến lược
- Xây dựng và phát triển 4 cửa hàng chính thức trong vòng một năm.
- 90% khách hàng trong thị trường mục tiêu biết đến hệ thống “ Nhà hàng Gimbab”
- Tăng thêm 30% khách hàng mới cho mỗi quý.
- Đạt được mức độ cao về sự hài lòng của khách hàng , khoảng 95% số khách hàng mục tiêu.
- Lợi nhuận 20% trên tổng số vốn đầu tư trong vòng một năm.
III Đối thủ cạnh tranh
- Đối thủ cạnh tranh chính : Chuỗi cửa hàng Mì Hàn Quốc
1. Cạnh tranh nội bộ ngành
Các quán kinh doanh đồ ăn Hàn Quốc trong đó có GIMPAD
- Nhà Hàng Seoul House – 37 Ngô Đức Kế , Q1
- Nhà hàng Garden – 449 Bình thới, P 28, Q Bình Thạnh.
- Nhà hàng Airang Katun – 17 Hoàng Việt, Tân Bình
- Quán ăn Hàn Quốc Hoàng Cung – 386 Lê Văn Sỹ, Q3
2. Đối thủ tiềm ẩn
Các cửa hàng kinh doanh thức ăn nhanh tại TP HCM như KFC, Lotteria, Jobile,
3. Nhà cung cấp
Những nhà cung cấp nguyên liệu đặc trưng của Hàn Quốc
4. Khách hàng:
Những người ăn cơm tại đây và có tiềm lực về tài chính
5. Sản phẩm thay thế
- Phở 24
- Bánh Canh Trảng Bàng
- Cháo
- …
IV/ Xác định thị trường mục tiêu
1/ Phân khúc thị trường:
- Những người có thu nhập trung bình khá trở lên :( NVVP , những người bận rộn không có thời gian cho việc nấu nướng , khách du lịch…)
- Sinh viên
- Phụ nữ trong độ tuổi từ 22 – 40 , phụ nữ là đối tượng bị ảnh hưởng nhiều nhất từ văn hoá hàn quốc đồng thời sự lựa chọn cho việc ăn uống cũng kĩ càng và có phần chú trọng tới sức khoẻ cũng như thẩm mỹ hơn nam giới.
2/ Phân tích nhu cầu khách hàng
- Cơm thường là bữa ăn chính của người Việt Nam
- Nguyên liệu từ những loại thức ăn có lợi cho sức khỏe, thực phẩm chiếm 70%
- Cơm không dầu mỡ sẽ không gây ngán cho khách hàng khi ăn.
- Luồng văn hóa Hàn Quốc du nhập vào Việt Nam thông qua phim ảnh, làm ảnh hưởng đến phong cách thời trang cũng như ẩm thực của người dân.
- Những người thích thay đổi khẩu vị trong bữa ăn gia đình
- Những người làm văn phòng thích những thức ăn ít béo, để khỏi phải lo lắng tăng cân.
3/ Phân tích thị trường mục tiêu
- Nội thành TP.HCM và đặc biệt là các khu vực đông dân cư
- Khu vực tập trung nhiều văn phòng ( E-town tân bình , quận 7 , quận 1,3 …) mà ở đó đa số là nhân viên văn phòng có thu nhập ổn định mà không có điều kiện nấu ăn .
- Gần các trung tâm thương mại ( Diamond , Zenplaza ,….)
4/ Định vị thương hiệu
- Ngay từ lúc đặt tên cửa hàng chúng ta phần nào đã thể hiện được giá trị mà cửa hàng mang lại cho khách hàng của mình đó là “ Hương vị Việt trong món ăn Hàn”
V. Phân tích SWOT
ĐIỂM MẠNH:
- Thức ăn ngon, mới lạ vẫn giữ được hương vị đặc trưng của Hàn Quốc.
- Đội ngũ nhân viên, quản lý trẻ năng động.
- Tài chính vững mạnh.
- Quy trình vận hành thông suốt
- Dịch vụ khách hàng tốt, giao hàng miễn phí tận nơi.
- Hệ thống cửa hàng đồng bộ.
- Giá cả cạnh tranh. CƠ HỘI:
- Thị trường còn rộng, mức độ cạnh tranh chưa nhiều
- Văn hóa ẩm thực Hàn Quốc đang du nhập vào Việt Nam, thị trường đang phát triển thông qua phim ảnh
- Mức sống của người dân ngày càng cao, nhu cầu thưởng thức nhiều món ăn ngon, lạ.

ĐIỂM YẾU:
- Sản phẩm, thương hiệu chưa được nhiều người biết đến
- Món ăn còn lạ đối với người Việt Nam
- Chuỗi cửa hàng mới, kinh nghiệm chưa nhiều THÁCH THỨC:
- Đối thủ cạnh tranh mạnh như Mì Hàn Quốc, .
- Khẩu vị, nhu cầu khách hàng thay đổi liên tục.
- Sẽ có sự cạnh tranh khốc liệt trong tương lai.
- Một số nguyên liệu chính nhập từ Hàn Quốc, nên bị phụ thuộc vào nhà cung ứng.
VI/ Chiến lược Marketing
1. Chiến lược Cạnh tranh:
- Sử dụng chiến lược cạnh tranh người thách thức ( tấn công bủa vây) hoặc chiến lược người theo sau thị trường/ chiến lược người nép góc thị trường.
( Chọn 1 trong 3 chiến lược trên ).
2. Chiến lược Marketing Mix a/ Sản phẩm: (giới thiệu về sản phẩm)
 Gimbad
• Gimbad nhân hột vịt muối
• Gimbad nhân thịt heo xông khói
• Gimbad trứng
• Gimbad thịt bò
• Gimbad mè Nude
• Gimbad cá Tuna ( Cá ngừ)
• Gimbad bó xôi trứng
• Gimbad truyền thống
• Gimbad Gim chi
• …
 Gimbad cuốn bằng lá rong biển và các loại thực phẩm giàu dinh dưỡng khác như: trứng, cà rốt, đậu trắng, nấm mèo, hành… Tuy nhiên, cửa hàng đã có những sáng tạo để những món ăn Hàn vẫn mang hương vị đặc trưng nhưng có những biến tấu để phù hợp với khẩu vị của người Việt. Một số thực khách lần đầu thưởng thức món Gimbad có thể sẽ hơi khó chịu với mùi tanh của lá rong biển. Khắc phục điều này, cửa hàng đã sáng tạo ra món cơm cuốn trứng.
 Kimchi
 Cơm trộn
 Mì chachang / mì lạnh…
 Lẩu sườn / hải sản
 Gà tần sâm…
 Thịt …
 Các loại thức uống kèm theo : bia, sinh tố, coca, rượu sâm từ Hàn Quốc, rượu sô chu .. b/ Giá cả:
- Sử dụng mục tiêu định giá: tăng tối đa mức tiêu thụ, dẫn đầu thị phần (bán giá thấp tăng cường khả năng cạnh tranh – giá xâm nhập thị trường)
- Giá cả đồng nhất ở tất cả các cửa hàng trong hệ thống giá từ 25.000 - 50.000 VND. c/ Phân phối
 Thực khách sẽ thưởng thức món ăn tại cửa hàng

- Cửa hàng 1: Etown Cộng Hòa, Q Tân Bình
- Cửa hàng 2: 3/2 Quận 10
- Cửa hàng 3: Phú Mỹ Hưng , Q7
- Cửa hàng 4: Phan Xích Long, Phú Nhuận

 Giao hàng tận nơi với đơn hàng trên 120.000VND và trong bán kính 5Km. Giao hàng trong vòng 30 phút.
- Gọi về đường dây trung tâm / đường dây nóng
- Đặt hàng online trên Website hoặc Yahoo…
- Xây dựng hệ thống hỗ trợ khách hàng ( giải đáp các thắc mắc )

d/ Chiêu thị:
- Quảng cáo:
+ Trên báo: Tiếp Thị Gia Đình, Thế giới Ẩm thực…
+ Internet Marketing
 Mạng xã hội: facebook…
 Website của cửa hàng
 Trên Website của các trang ẩm thực, sức khỏe, du lịch như: www.tapchiamthuc.vn, www.tapchimonngon.com,www.ngoisao.net Tạp chí Du lịch TPHCM…..
 Mục tiêu quảng cáo cần đạt được trong việc sử dụng các phương tiện truyền thông là tạo sự nhận biết của khách hàng.
- Khuyến mãi:
+ Giảm giá 30% in trên trên tờ rơi trong quý 1.
+ Tổ chức chương trình “ Tích điểm dài lâu” cho thực khách
+ Giảm 20% cho thực khách vào giờ “ Happy time”:
 Nhằm khuyến khích khách hàng đến ăn tại cửa hàng vào các giờ “ thấp điểm”.
+ Kết hợp với các công ty in Hotdeal, Nhommua…bán các voucher giảm giá 45 - 49% khi ăn tại cửa hàng. ( Chia hoa hồng/ số lượng Voucher bán ra cho các cty, tổ chức đó).
+ Miễn phí giao hàng tận nơi.
+ Thu hút khách hàng bằng cách tiền tệ hóa sự quan tâm của khách hàng. Mỗi lần mua hàng khách hàng đã đóng góp 500 đ / 200 đ cho quỹ “ Trẻ em chất độc Màu Da Cam – Việt Nam”.
- Marketing trực tiếp (Direct Marketing):
+ Nhân dịp tổng khai trương hệ thống cửa hàng phát phiếu mời tham dự buổi buffe miễn phí.
+ Tham dự lễ hội ẩm thực hằng năm.
- Viết bài PR trên các tạp chí ẩm thực, món ngon, Tạp chí Du lịch TPHCM.

Phương tiện Tháng 1 Tháng 2 Tháng 3 Tháng 4 Tháng 5 Tháng 6 Tháng 7 Tháng 8 Tháng 9 Tháng 10 Tháng 11 Tháng 12
In ấn (tờ rơi)
Trên báo
Website
Nhom mua, Hotdeal
Mar Trực tiếp
Khuyến mãi

Bảng 1: KẾ HOẠCH SỬ DỤNG CÁC CÔNG CỤ MARKETING CHO CHIẾN LƯỢC TRUYỀN THÔNG THƯƠNG HIỆU

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...chapter 1 Marketing’s Role in the Global Economy When You Finish This Chapter, You Should 1. Know what marketing is and why you should learn about it. 2. Understand the difference between micro-marketing and macro-marketing. 3. Know why and how macromarketing systems develop. 4. Understand why marketing is crucial to economic development and our global economy. 5. Know why marketing special— ists—including middlemen and — facilitators—develop. 6. Know the marketing functions and who performs them. 7. Understand the important new terms (shown in red). www.mhhe. When it’s time to roll out of bed in the morning, does your General Electric alarm wake you with a buzzer—or by playing your favorite radio station? Is the station playing rock, classical, or country music—or perhaps a Red Cross ad asking you to contribute blood? Will you slip into your Levi’s jeans, your shirt from L. L. Bean, and your Reeboks, or does the day call for your Brooks Brothers interviewing suit? Will breakfast be Lender’s Bagels with cream cheese or Kellogg’s Frosted Flakes—made with grain from America’s heartland—or some extra large eggs and Oscar Mayer bacon cooked in a Panasonic microwave oven imported from Japan? Will you drink decaffeinated Maxwell House coffee—grown in Colombia—or some Tang instant juice? Will you eat at home or is this a day to meet a friend at the Marriott-run cafeteria—where you’ll pay someone else to serve your breakfast? After breakfast, will you head off to school...

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...Abstract In the world of today with rude competition everywhere, customers’ expectations have become higher than ever. It is not the customers who come towards the products but it is the products which should make their way to the customers. And for this, only competitive businesses that are able to stimulate customers’ interests survive in the market. Therefore firms need to increase customers’ awareness about their products or services to be able to pull and encourage them to engage in purchase of their products. And as such, the promotional mix used by a company is really important for this task. The promotional mix in itself is very broad, consisting of various tools, like advertising, personal selling, direct marketing, public relation and sales promotion. To make the optimum use of these tools, marketers usually select them, depending on their budget and objectives, as well as the sector in which they operate (Kotler & Armstrong 1997). As such, research has been conducted on the use of promotional mix and research questions and objectives have been set. The methodology which will be used has been devised. We shall be doing a descriptive study through a survey questionnaire, in which there will be open as well as close ended questions and the questionnaire will be administered through personal interview that is direct, face-to-face. The sample size will be 100 persons and will all be customers of J Kalachand & Co Ltd. After the research, we will be...

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...Marketing is the process of communicating the value of a product or service to customers, for the purpose of selling that product or service. Marketing can be looked at as an organizational function and a set of processes for creating, delivering and communicating value to customers, and customer relationship management that also benefits the organization. Marketing is the science of choosing target markets through market analysis and market segmentation, as well as understanding consumer behavior and providing superior customer value. From a societal point of view, marketing is the link between a society’s material requirements and its economic patterns of response. Marketing satisfies these needs and wants through exchange processes and building long term relationships. Organizations may choose to operate a business under five competing concepts: the production concept, the product concept, the selling concept, the marketing concept, and the holistic marketing concept.[1] The four components of holistic marketing are relationship marketing, internal marketing, integrated marketing, and socially responsive marketing. The set of engagements necessary for successful marketing management includes capturing marketing insights, connecting with customers, building strong brands, shaping the market offerings, delivering and communicating value, creating long-term growth, and developing marketing strategies and plans.[2] Marketing may be defined in several ways, depending on...

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...oriented philosophy is so important. The phrase market-oriented is used in marketing conversations as an adjective describing a company with a marketing orientation. Market orientation more describes the company's approach to doing business. Market-oriented defines the company itself. If a company is market-oriented, its board and executive leadership believe that the best way to succeed is to prioritize the marketplace above products. This usually goes over well with customers, but the company also must have adequate research and development to provide what the market wants. Hence, a market-oriented organization is one whose actions are consistent with the marketing concept. Difference Between Marketing Orientation & Market Oriented by Neil Kokemuller, Demand Media http://smallbusiness.chron.com/difference-between-marketing-orientation-market-oriented-14387.html Marketing is a management process and management support for marketing concept is very important element in success. If a company wants to be successful then it is market oriented. Marketing involves identifying the customer requirements and estimate the customer requirements in future. It requires planning which is very important process of marketing. To satisfy the needs the business should provide benefits – offering right marketing at right time at right place. Generally market based companies adopt strategic level marketing that defines the mission and long term objectives of the company. Market oriented...

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