Chien Dich Pr Cafe Moto-prc 10 VanLuong.BlogSPOT.cOM

8/2/2019 Chien Dich Pr Cafe Moto-prc 10 VanLuong.BlogSPOT.cOM

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CHIN DCH PR CAFE MOTO

KHA PRC 10

Nhm thc hin: - Nguyn Th Anh Th

- H ng Khoa

- Trn Th Nh Khanh- Phm Th Hng Dung

Thnh ph H Ch Minh Thng 01 nm 2010


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LI CMN

Li u tin nhm thc hin ti xin chn thnh gi li cm n n tp

ththy c ging dy kha PRC10 ti trng BMG cng nhcc Anh/Ch

phng gio v ca trng h tr nhm trong sut thi gian hc ti

BMG. Cui cng, nhm thc hin cn mun gi li cm n su sc n

Thy Nguyn Hi v Ch Nguyn Th Kim Oanh- Ch nhn chui nh hng

Wrap & Roll htrnhm trong sut qu trnh thc hin ti ny.

Nhm thc hin


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NHM 3 TC

TM TT NI DUNG

Bi nghin cu ny tp trung vo vic tm hiu v ng dng cc cng c ca PR thc hin

chin lc PR cho chui h thng nh hng Wrap & Roll ti khu vc thnh ph H Ch Minh.

thc hin c k hoch ny, nhm nghin cu tin hnh kho st thc t ti cc nh

hng Wrap & Roll trong thng 12/2009, phng vn Ch tch hi ng qun tr v l ngi

sng lp thng hiu Wrap & Roll cng nh nghin cu cc ngun ti liu th cp khc.

Ni dung ca K hoch PR gm c ba chng:

Chng 1 - Tng quan: tp trung gii thiu v l do hnh thnh ti cng nh gii thiu v

tnh hnh hot ng kinh doanh ca Wrap & Roll.

Chng 2 Lp k hoch PR: trnh by chi tit v k hoach PR cho Wrap & Roll trong nm

2010.

Chng 3 nh gi v Kt lun: trnh by cc ch tiu nh gi cng nh kt lun sau khi

nghin cu v thc hin k hoch PR ny.


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NHM 3 TC

MC LC

LI MU ......................................................................................................................................... 6

CHNG 1: PHN TCH ..................................................................................................................... 7

I. PHN TCH TH TRNG: .................................................................................................... 7

II. PHN TCH KHCH HNG ............................................. ........................................... ....... 7

III. PHN TCH I TH CNH TRANH .............................................................................. 8

3.1. Mt s m hnh caf SG i th cnh tranh gin tip: .......................................... ...... 8

3.2. Mt si th cnh tranh trc tip: .................................................................................. 9

CHNG 2: GII THIU SN PHM.............................................................................................. 10

I. SMNG TM NHN TH TRNG MC TIU: ....................................... ............... 10

1. S mng: .............................................................................................................................. 10

2. Tm nhn: ............................................................................................................................. 10

3. Th trng mc tiu: ............................................................................................................ 10

II. M T SN PHM: .......................................................................................................... 10

1. V THNG HIU: .......................................................................................................... 10

2. V SN PHM ...................................... ............................................ ................................. 12

3. GI: .......................................... ........................................... ............................................... . 134. MT BNG: ....................................................................................................................... 13

III. XC LP LI TH CNH TRANH ................................................................................. 13

IV. PHN TCH SWOT: ...................................... .............................................. ....................... 14

V. PHN TCH RI RO: ............................................................................................................. 14

CHNG 3: CHIN LC PR .......................................................................................................... 16

I. MC TIU: ............................................................................................................................. 16

II. THNG IP TRUYN THNG ..................................................................................... 16

III. CHIN DCH PR CHO CAFE MOTO ............................................................................... 17

3.1. Tng quan: ....................................................................................................................... 17


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V. PHI THC PR V CC CHNG TRNH KHUYN TH.............................................. 23

VI. PHN TCH TI CHNH ........................................ ............................................ ............... 24VII. CCH THC O LNG V NH GI KT QU: ................................................. 24

1. Thi gian nh gi:. ................................................................................................................. 25

2. Cc tiu ch nh gi: ............................................................................................................... 25

2.1. Sn phm v dch v: ...................................................................................................... 25

2.2. Thng Hiu: .................................................................................................................. 25

2.3. Doanh thu v chi ph: ...................................................................................................... 26

3. iu chnh: ............................................................................................................................... 26

KT LUN ........................................................................................................................................... 27

PH LC 1: MENU ............................................................................................................................. 28

PH LC 2: CC BI PR ................................................................................................................... 32

PH LC 3: L KHAI TRNG ....................................................................................................... 33

PH LC 4: TALK SHOW ................................................................................................................. 35

PH LC 5: D NGOI ..................................................................................................................... 37

PH LC 6: TRUYN THNG ........................................ ........................................... ....................... 39


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NHM 3 TC

LI MU

Hnh nh nhng chic xe phn khi ln t cin n hin i khng cn xa l trn ng ph SG,dn chi moto hin nay SG khng phi l con s nh, h cn 1 khng gian ring th gin, tn gu vbn v nhng con xe cng ca mnh.

Khi nim caf moto xut hin khng phi ln u tin, mt khng gian dnh ring cho gii amm nhng con nga st ny vn cha nhiu, thm ch kh him ti Tp HCM

Hin ti, nhng ngi chi xe moto phn khi ln cha c 1 a im thc s tp trung tha mnnhng th am m ca mnh, h thng tp trung nhau i ung caf nhng qun cc lng, hocnhng qun caf sn vn c ch xe rng ri, c th nhn ngm nhng chic xe ca chnh h bnbc, so snh xe vi nhau. c bit, nhng ngi chi xe moto phn khi ln rt thch n xem xe tinhng showroom trng by xe moto i mi.

Caf moto ra i nh l mt a ch ca sam m v ni th hin c tnh bi bi, phong trnca gii i moto v nhng bn tram m nhng con nga my, ha phn l dn kin trc, xydng, m thut

Cu hi ln nht ca nhm khi bt u thc hin ti chnh l : Dn chi moto, h l ai? Ngn gntrong 2 t am m. H c th l nhng ngi hi giu c hoc rt giu c nhng h c tnh, yu xenh yu bn gi, sng vi xe bng c nim am m v t ho. H cn c mt sn chi ring nhngtrong khi , trn th trng cha c mt qun caf no hp gu vi dn chi moto. H ch c th tmthi tr chn nhng qun tin nghi, nhng khng th tot ln tinh thn ca dn chi moto nh:Trung Nguyn, cc qun gii kht thuc hi moto ca cc qun, cc qun cc va h Theo c tnhtrung bnh, TP.HCM c khong 20.000 dn chi moto. Cng vi nhng chnh sch gn y ca chnhph: T thng 7/2007 xe t 175cc trln khi ng k khng cn bng li A2, thon, i mt nhtheo quy nh. Chnh sch ny ci tri cho nim am m ca dn moto, dn n s lng ngiam m moto tng theo cp s nhn.

Qun caf moto c hnh thnh vi mc ch phc v cho khng ch nhng ngi v ang chi xe,m cn l khng gian l tng cho nhng ngi thc s yu xe nhng cha c iu kin shunhng chic xe i mi t tin. Nhng ngi c nim am m xe phn khi ln c thn qun tn mt chim ngng nhng chic xe phn khi ln i mi, c tho lun v xe, v c chnh

nhng ngi shu xe t vn v vic chn 1 chic xe phn khi ln ph hp vi ti tin ca mnh.Qun caf moto s thc s l 1 ni dng chn l tng cho nhng ngi c cng s thch v nimam m nhng chic xe dng mnh. Caf Moto s l mt sn chi ring dnh cho gii chi moto vnhng ngi am m moto cng chia s nhng thng tin, kin thc, kinh nghim thng qua nhngbui hi tho, giao lu thn mt.


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NHM 3 TC

CHNG 1

PHN TCH

I. PHN TCH TH TRNG:Trn ng ph Si Gn hn ai cng d dng nhn thy cnh ngi ngi tm nm, tm ba ung c phu hm hay lng cnh cng cc cquan, vn phng cng ty. l mt thi quen cng l mtnt vn ha c trng, vn ha caf ca ngi Si Gn nhng ngi Si Gn thng ung caf bao

nhiu ln mt tun v tng s lng caf tiu th trong 1 nm l bao nhiu l mt cu hi vn cha ccu tr li chnh xc.

Thi quen ung Caf ca dn Si Gn

Mt phn khng th thiu c trong cuc sng ca ngi Si Gn, mi chuyn c th bt u bngcaf v kt thc bng caf

Tm li, Caf Si Gn v ang ng mt vai tr rt quan trng trong i sng tnh cm ca ngiSi Gn. Cha u qun caf nhiu v ng khch nh Caf Si Gn. Cng nh cha u cafmang nhiu phong cch nh Caf Si Gn. Mi qun Caf Si Gn thu ht khch bng nhng ntring bit trong phong cch ca qun. Si Gn, c nhng qun cafe c thp sng bng nh nn.C qun mi vt dng v kin trc u lm tt nung- caf t. Bn cng c th thch th vi cmgic ung caf di ma nhng ko h bt. l khi bn thng thc caf nhng qun c mi chetrong sut. Hay hy thn Thanh a thng thc caf Xa, ngi ung caf trong nhng cn nh nhbit lp trn trng c. Caf Si Gn thng giu cht thv nhc. Ngi ta n qun khng chthng thc cafe, hn thng thc ci khng kh ca qun.

Ngi ung cafe rt nhiu, h ung cafe khi bn cng vic. H ung cafe khi cn tm s, chuyn tr,gii to. H ung cafe c nhng lc mt mnh. H mn ccafe hn h. ... bn ly cafe mi th trnn d dng hn, mi li ni tun chy t nhin hn, v thnh tht hn. Ngi Si Gn ung cafe khivui, h cng ung khi bun, khi cn lng ng. V c khi chng vui chng bun.

iu th v nht l khi bn sng Si Gn, bn c th ung caf mi lc, mi ni, t nhng hm nh,nhng con ph di, t nh hng sang trng n nhng xe chhng rong ... ni no cng mang theohng v caf thn thuc.

II. PHN TCH KHCH HNGNi mt cht v gii nhng ngi chi xe moto phn khi ln: l sam m v tc , sc ht vsc mnh ca nhng chic xe. Ni n nhng ngi chi xe moto l ni n nhng con ngi c


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NHM 3 TC

Ni n cafe Si Gn t hn mi ngi s mng tng n sa dng v phong ph ca n. Nhngnhng ngi yu Guitar hu nh kh c th tm c mt qun cafe ph hp vi sthch ca mnh -

mt ni yn tnh va thng thc hng v tuyt vi ca cafe va th hn theo nhng giai iumt m ca cy n Guitar x hi sau mt ngy di lm vic cng thng.

E/ C Ph Truyn Tranh Dnh Cho Teen

im khc bit ca loi hnh c ph ny l vic su tm truyn tranh v truyn ngn vi hu ht ccta truyn hay t xa n nay, y s l mt ni chn lm nhng v khch m truyn tranh v truynngn kh c th khng trm tr, xut xoa. Qun ph h p cho nhng cuc tr chuyn nh nhng,

nhng giy pht th gin, nghe nhc, c sch... him hoi trong nhp sng hi h hm nay.F/ C Ph C Cnh

Mt khng gian mvi nhiu cy xanh v h nc, trong s cch iu ca mu xanh trong lnh vmt du, hng trc la tha theo dc tng ro nh l im nhn thc khch cm nhn ht nt trtnh, lng mn. Khng ch vy, khng gian tot ln nt tr tnh trong cch by tr phong thu co em n cho thc khch nhng pht giy th gin l tng nht. Nu yu thch, am m c cnhth c th chn mt gc ngi bn h c, ngm nhn nhng ch c xinh xn, tung tng bi li cng gip

tan i nhng p lc, cng thng ca cng vic hng ngy. Thc khch khi n qun sc thmquan, chim ngng sc p ca cc loi c cnh y, ngoi ra cn c tht mua c vi s quantm, t vn nhit tnh ca ngi ch qun.

G/ C Ph Sch

Bn ly c ph sng, ngi chm ch vo tbo mi, ngi dn mt vo cun sch va ly trn kst tng. Khng kh trm lng thnh thong c khuy ng bi ting lch cch ca mung na lytch vng li t quy pha ch. Khch ung c ph cng v th m t khi tr chuyn, phi h thp ging

hn mi khi nghe in thoi v khng h ht thuc.

*** nh gi : Qun Caf SG hin nay phong ph v a dng phong cch, vi nhiu i tngkhch hng. Nhn chung; tr nhng qun mang tnh ph thng phc v khch hng khng gii hn thmt s caf chuyn v ang dn nh hnh khch hng cho ring mnh.

Nhu cu ca khch hng ngy mt tng, nht l s hiu k, xu hng thch ci g mi l v phongcch. y l mt im rt ng quan tm khi a ra mt d n kinh doanh theo m hnh qun caf.

3.2. Mt si th cnh tranh trc tip: Caf trng by moto Qun 7

Showroom Caf RavoMoto Qun 2


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NHM 3 TC

CHNG 2

GII THIU SN PHM

I. SMNG TM NHN TH TRNG MC TIU:1. Smng:

S mng ca Caf Moto to ra mt dch v phc v caf cho nhng ngi , ang v s yu thchMoto. L l tng, tin cy nht cho nhng bui t hp bn b, nhng bui tr chuyn chia s thng tin,

kinh nghim vi gi c chp nhn c. Chng ti sem n cho khch hng mt quan nim mi vnghnh dch v phc v thc ung ni chung, cng nh phc v caf ni ring vn quen thuc vi huht mi ngi, Caf Moto s l mt ni khch hng c th th gin v c phc v chu o. ngthi gip khch hng to ra mt sn chi lnh mnh, ng tin cy mi ni m chnh khch hng c thchia s, hc hi nhng kin thc, kinh nghim v xe Moto.

2. Tm nhn:Tham vng ca Caf Moto l trthnh mt thng hiu cu chng cho s hi lng v tin cy. Chngti mun trthnh ni hi t ca gii am m mt ln nht ti VIT NAM trong tng lai.

3. Th trng mc tiu:Th trng mc tiu ca Caf Moto l nhng ngi , ang v s yu thch Moto, c t im chungl nng ng v thoi mi, v vy thu ht s ch ca h Caf Moto cn phi hiu tt c nhng glin quan n cng vic, sthch v cuc sng ca h. T vic hiu khch hng mc tiu ca mnh,Caf Moto cng phi a ra c nhng thng ip PR sng to qua nu bt nhng li ch c o

tha mn nhu cu v mong c ca khch hng.

II. M T SN PHM:1. V THNG HIU:

Cc nhn bit cbn ca thng hiu: l logo, mu sc, c im nhn dng gip thng hiu khc bit vi thng hiu khc.

ng phc:

Nam: qun jean en, o thun en, giy bata, nn (trng en)

N: pilot, giy bata


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NHM 3 TC

Logo:

Khung trn nh mt trn ca ly Caf

Hnh nh bn trong l mt ngi ang ci xe Moto, th hin s nng ng, am m trong .

Mu cho: mu en cho s nng ng, mnh m, xem vo l vng xoy mu caf sa. Nhn t trn xung trng nh 1 tch caf va c khuy xong.

Ch trn logo bao gm thng hiu Caf Moto v Slogan ca qun Sharing the passion.

Slogan:

Ting Anh: Sharing the passion

Ting Vit: Chia s nim am m

Cc Li ch thng hiu:

Cm tnh:

To cm gic c tn trng, c khng nh mnh qua kin thc chuyn mn, qua chic xem mnh ang i

Th hin ng cp ca mt ngi chi moto, mt ngi yu thch moto.

Th hin c tnh bn thn, s khc bit.

L tnh:

Thng thc c ph

c phc v chu o


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NHM 3 TC

V cht lng sn phm: m bo v sinh an ton, khng gian qun p, sang trng, ph hpvi phong cch ca dn chi moto

V ngun xe: lun lun c cp nht nhng mu xe mi.

Tnh cch thng hiu: ging vi tnh cch ca dn chi moto: mnh m v im m

nh v: Thng hiu Caf Moto s gn lin vi i tng khch hng chnh ca qun, l nhngngi yu thch, am m Moto

2. V SN PHM L tinh: da trn gi ca i th chia s khch hng trc tip l caf Trung Nguyn. a

danh sch cc sn phm ta s bn

Cm tnh

Ch ngi:

o Trong nh

- 1 tng, din tch khong 1200 m2 (30m x 40m), sc cha ti a khong600 khch

- Ca c thit k da trn m hnh 1 chic moto,to thm im nhn bntrn bng 1 chic moto tht treo p st vo tng

- Gh ngi thit k nh 1 chic yn xe moto

- Gc ct c lng knh,cc thng tin v hnh nh v mu xe mi c

a vo y nhm lm mi kin trc th cng m khch hng tng gpnhng qun caf trc y

- Nhng mu xe moto c trng by bng cc treo llng trn trn nh

- Vch tng c thit k bng nhng hnh v triu tng c thay ini dung thng xuyn, vch tng ngoi ca ra vo c lm bng knh

- Ni tht trong qun mang phong cch bi, v to bo

- m nhc: nhc cin, giao hng, rock, 3 loi nhc theo nghin cuc thch nht, tuy nhin sc la chn cho ph hp theo chuyn ,c th c la chn lch pht nhc tng ngy hoc theo gitrong ngy..

o Bi xe

- Din tch: 200 m2, trc mt tin ca qun


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NHM 3 TC

- S lng: 3 chic xe i mi gm: CBR1000cc i 2009 Shadow Classic750cc, FZ1 1000cc i 2009; thm vo phi c trng by t nht l 02

chic xe c nh Harley Davidson 1200cc i 85 hoc chic moto 750ccca c c thng, nh vy mi to nn s phong ph v khc bit so vicc qun khc v qun caf moto hin c ti qun 1.

- Ngun xe

Cc nh nhp khu xe moto (Trng Kol Moto)

3. GI:Sn phm ca qun bao gm:

- Menu thc ung phong ph

- Menu thc n a dng

Bng gi chi tit (xem Ph lc 2). Bng gi sc iu chnh theo tnh hnh th trng, mc chpnhn ca khch hng, i th cnh tranh theo tng giai on khc nhau.

4. MT BNG:Mt bng sp ng cc tiu ch sau

- C khng gian rng.

- Mt tin khu trung tm gii tr qun 1,3,5.

III. XC LP LI TH CNH TRANHNhng im c bit ca qun caf moto to nn s khc bit so vi cc qun caf khc nh sau:

Hu ht cc qun cafe thun ty lun trang tr ni tht mang m phong cch vn phng nh : ghsopha, ca knh, trn nh lp t n mu,v tng nh to im bng nhng mu sn khc nhau

Ring cafe moto trang tr theo 1 phong cch ca bit,ca ra vo ca qun c thit k nh 1 m hnhca chic xe moto to n tng u tin cho khch hng,bn trn ca to im nhn bng cch treop st vo tng 1 chic xe moto, gh ngi ca qun c thit k nh 1 chic yn xe moto

Cc qun cafe trc y trn th trng trng by xe theo cch chn 1 v tr trong khng gian ca qunlm ni trin lm xe, v phn cafe moto, nhm tit kim khng gian ca qun m vn to c tmnhn tt cho khch hng,y cng im to bo nht trong cch thit k khng gian ca qun .cc muxe chng by c treo l lng trn trn nh vi khoang cch nht nh, nhm to s an tm chokhch hng cc nhn vin kthut s kim tra an ton ca mu xe hng ngy


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NHM 3 TC

t vn v cc loai moto ph hp vi mnh, c m trch bi nhng chuyn gia c uy tnh v kinhnghim v thm m, dch v mi ny ca cafe moto ha hn em li s hi lng cho nhng nhm

khch hng m cafe moto hng n.

IV. PHN TCH SWOT: im mnh: thit k to bo, i ng nhn vin chuyn nghip, dch v c bit cng nhng

chng trnh thu ht khch hng.

im yu: mi c mt trn th trng,cha c thng hiu so vi i th cnh tranh.

Chi: lut mi hin hnh gb vic gia nhp vo cc hi moto hot ng h trnh nccho nhng ai mun s dng moto,v th s nhiu ngi tr thnh khch hng mc tiu cacaf moto nhm n thay v l khch hng tm nng.

Thch thc: caf moto chu nh hng ca th trng cnh tranh qu nhiu, phn loi nhmkhch hng r rch lm e d cc cp khch hng khc khi mun n vi caf moto.

V. PHN TCH RI RO:

Stt Phn loi Chi tit Gii php

Xp loi ri rotheo

mc cpbch

1

Ni lc(nhng tcng mang

tnh chquan)

- Nhn lc: nhn vin cp qunl, phc v cn thiu kinh nghimv chuyn mn v kin thc v xe c th tr chuyn cng khchn qun nhm to s khc bitso vi qun khc

* Training nhn vin v 2mng:- K nng phc vu- Kin thc v xe

Lm ngay tu

- Ti chnh: ngn sch PR khng

ln, phn b cha hiu qus hp l cho cc hot ng PR

- 2 thng/1 ln kim tra

hiu qu v nh hnghot ng PR

Ch

Thit k trong qun d gy tai nncho khch hng

- b phn kthut kim trav iu chnh theo tng

Lm ngay tu


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NHM 3 TC

2

Ngoi lc(nhng tcng t bnngoi mang

tnh khch

quan)

- KH mc tiu ri rc, cha tht

s tp trung vo cc CLB, hiphi chi xe nn chi ph PR tnhtrn u ngi trong giai onu s kh cao v phi bao ph thtrng trn bnh din rng v su

- Va l ni t hp chia s

ca dn chi xe- Xy dng v nhn rngnim am m m t n vimi ngi (t mrng thtrng, nng s lng KHmc tiu ln)

Di lu. Tiu

ch ny phithng nhttrong tt c cchot ng caqun

- Ro cn cc i th cnhtranh xm

nhp th trng khng cao

- Thng xuyn kho st

th trng,nm bt thng tin cc ith cnh tranh.- Lp mt b phn hotng c hn 1 ngi theo di th trng

1 thng bo co

1 ln

- Trong thi gian u nu ko c

mi quan h tt th s gp khkhn t cc cquan ban ngnhchc nng

- Nm bt thng tin v ccchnh sch, ngh quyt cnh hng n gii m t

Di lu. Xydng t t

- X hi cha c mt ci nhnthin cm v thng thong hn vgii m xe

- T chc nhng hot ngt thin, ku gi nhnghip hi m t cng nggp nh: tng qun o, cp,sch, ti trdng c hc tpcho hc vin cc ngh sacha xe

Giai on sau

ca k hoch


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NHM 3 TC

CHNG 3

CHIN LC PR

I. MC TIU:1. Mc tiu PR thng hiu:Mc tiu ca Caf Moto nh sau:

Thng hiu :o nhn bit thng hiu Caf Moto ca khch hng mc tiu l 90%.

o nhn bit ca khch hng tim nng l 50%.

o nhn bit ca khch hng khc l 30%.

Th phn :

o t nht 85% nhng ngi trong i mt n qun.

o Mc n ung th ti Caf Moto l 50% trong s 90% khch hng bit Caf Moto.

o Mc s dng tip tc Caf Moto l 60% trong s khch hng n ln u. V tnht 20% nhng ngi trong i Moto s trthnh khch hng trung thnh ca CafMoto.

Sau 1 nm hot ng, Caf Moto s l thng hiu dn u trong tm tr khch hng mctiu (top of mind).

2. Mc tiu ti chnh (mc tiu Doanh Thu)S ngi yu thch m t khong 2 triu ngi

20% l khch hng trung thnh (n qun t nht 12 ln/thng)

30% l khch hng thng xuyn (n qun t nht 8 ln/thng)

35% l khch hng bnh thng (n qun t nht 5 ln/thng)

Gi nc ung trung bnh: 40.000 ng/lyDoanh s

Trung bnh 1,7 t/thng.

Trung bnh 57 triu/ngy.

b h 1 42 l kh h/


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NHM 3 TC

Khi nhc n moto hu ht ai cng s nghngay n tc , cn ni v nhng ai yu thch moto hocang s dng moto chc chn ta tm c h sam m....

Thng ip da trn tiu ch ca cafe moto t ra, cafe moto mong mun c lm ni chia s tt cnhng thng tin,nhng tri nghim c o v moto cho nhng ai ang v s yu thch moto khin qun chng ti

III. CHIN DCH PR CHO CAFE MOTO3.1. Tng quan:Chin lc PR ca chng ti c to ra h trcho thng hiu Caf Moto xm nhp thnh cngvo th trng dich v phc v caf. Chng ti ln k hoch xy dng hnh nh v nhn bit cathng hiu qua vic nu bt nhng li th cnh tranh ca Caf Moto da trn nhng gi tr tt pmang n cho khch hng. Bng nhng cng c PR tch h p, chng ti s tp trung truyn ti nkhch hng mt quan nim mi v dch v phc v caf.

- V kha cnh dch v chng ti mang n cho khch hng mt sn chi mi, lnh mnh, lni l tng m khch hng c th t hp vo nhng lc rnh ri, cui tun.

- V kha cnh chm sc khch hng, chng ti mang n s thoi mi v mi l cho khchhng.

Ngoi vic thc y khch hng mc tiu n vi Caf Moto, chng ti hy vng s li ko thm lngkhch hng khc. Vi mt m hnh phc v caf mi nh Caf Moto, qung co tivi dng nh khnghiu qu xt v mt ti chnh, chng ti tp trung vo cc chin dch PR, bo ch, online, v..v.

3.1.1. Cc cng c PR sdng trong chin dch:- Media: advertorial

- Event: khai trng, talkshow, ngy hi moto

- Qung co: qung co online

3.1.2. Mc tiu PR trong 3 giai on ca chin dch(D kin trong khong thi gian t 01/12/2010 - 30/6/2011(1 thng u nhm to s quan tm)

Giai on 1: 03 thng u

o To s nhn bit n khch hng mc tiu l nhng ngi , ang v s yuthch Moto.

o Li ko khch hng n th ti caf Moto.


18/41

NHM 3 TC

o Mrng khch hng (nhng ngi mi chp chng yu thch moto, hoc nhngngi t m, mun tm hiu thm thng tin v Moto)

3.1.3. im chnh trong chin lc:t dc nhng g m mnh a ra chng ti s nhn mnh cc im chnh sau trong chin lcca mnh:

Tp trung vo dch v (l tnh)

Caf Moto c thit k mi l, c o, sang trng ph hp vi tnh cch ca nhng ngi yu thchMoto, ngoi ra Caf Moto cn c trang b mt s vt dng phc v khch n qun nh: tp ch

chuyn , catalogue xe, nhng thng tin lin quan v xe, v t bit l trng by xe p, mi v lunc cp nht nhng mu m xe mi phc v cho khch hng n va ung caf v va c thngm xe cng nh tm hiu thm thng tin v xe m h yu thch v t bit l s t chc nhng buichuyn v tng dng, chng loi xe theo nh k. Nhn vin Caf Moto c o to chuyn chotng loi xe v lun c cp nht thng tin, kin thc v xe mi c th phc v, tr chuyn, cngnh tr li nhng thc mc ca khach hng. i ng qun l c trang b cc phn mm qun lnhn s v d liu khch hng hiu qu.

Theo quan im ca Caf Moto, chng ti s khng to ra li th cnh tranh bng chin lc gi thp.im khc bit v gi ca Caf Moto l gi tr cng thm, li ch cng thm ca sn phm nhm thamn nhu cu ca khch hng mc tiu. Tuy nhin, chng ti s c cc hnh thc chit khu cho cckhch hng s dng nhiu, mc chic khu s tng dn theo s ln s dng . Ngoi ra chng ti sdnh cc u i cho cc khch hng VIP vo cc dp c bit nh l, Tt, cc bui offline, v.v..

Tp trung vo xy dng thng hiu

Caf Moto s dnh s quan tm ln n vic xy dng thng hiu, chng ti s c gng dng ccphng tin truyn thng sng to khch hng bit chng ti hiu h v mun phc v hng thigp phn thc y khch hng s dng dch v ca chng ti. K hoch ca chng ti l tp trung vochin dch PR trong 6 thng u tin nhm tng cng nhn bit ca khch hng mc tiu v thuht h s dng th ti caf Moto.

Tp trung vo vic xy dng cc mi quan h

Vi cc dch v thin v cm tnh nh li ch cng thm ca sn phm, vic xy dng mi quan h tt

p vi khch hng l mt chin lc rt quan trng v khch hng trung thnh s hnh thnh nn mtknh qung b truyn ming ring nn Caf Moto phi lun t mnh vo v tr ca khch hng hiuh, lun to iu kin cho vic chia s gia khch hng v Caf Moto l nhanh chng v thun tinnht. Lun lng nghe v linh hot thay i ph hp hn vi khch hng mc tiu.

Vi cc i tc kinh doanh khc nh nh nhp khu, cung ng xe trn th trng Caf Moto s tod i h tt b i ti h b l i h h


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NHM 3 TC

Cng c:-

Media: thc hin vit advertorial trn cc tp ch- Event: khai trng gii thiu v dch v caf moto.

- Qung co online: thc hin ng ti logo v thng tin ca caf moto trn cc website,forum

- H trgin tip: mi nhng ngh sang s dng moto hoc am m moto n qun

Thi gian thc hin: 01/12/2010 n ngy 28/02/2011Giai on 1 c bt u vo trc thi im ra mt caf moto 1 thng, s dng advertorial vo nhngtp ch ln c sc nh hng n khch hng mc tiu ca caf moto nhm to s thu ht cng nh tm vi m hnh caf moto.

ng ti lin tc nhng thng tin qung co v logo ca caf moto trn cc trang web c sc nhhng n khch hng mc tiu v tm nng ca caf moto.

Sau khi to c s quan tm ca gii c gi ni chung th y l thi im chnh thc ra mt cafmoto vo gia thng 1, bui khai trng s s dng th mi n cc hi moto ang hot ng trn abng Si Gn, nhng nh bo trong cc tbo c lin quan, cng nhng khch mi t cc csitc vi caf moto, y nh mt im nhn vi th trng gii tr ca caf moto.

Thng 2 qung co, thng qua h thng truyn thng gm cc bi editorial sau mng s kin khaitrng tip tc ng ti lin tc thng tin v logo ca caf moto trn cc forum v website nhm to squen thuc vi khch hng mc tiu gip a thng hiu caf moto n vi khch hng hn v htrtrong vic li ko khch hng.

2.

Giai on 2: Mc tiu: to s nhn bit v thng hiu caf moto,thu ht khch hng tham gia dich v caf

moto

Cng c- Media: vit advertorial trn cc tp ch

- Event: talkshow gii thiu v nhng loi xe moto mi trn th trng

- Qung co online: tip tc ng logo v thng tin ca caf moto trn caf website, forum

Thi gian thc hin: 01/03/2011 n ngy 30/05/2011Sau 2 thng hot ng vo thng 3 nhm tip tc thc y s quan tm ca khch hng mc tiu vtm nng. S dng advertorial trn cc bo, tp ch v qung co trn cc forum, website. Vo tun th3 th f t hi h h t h b i t lk h i h ii thi


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NHM 3 TC

tip tc ng ti rng ri hnh nh ca caf moto trn nhng website v forum cng 1 vi tp ch clin quan.

Thng t l thng nhn nhn li sc tiu th dch v sau nhng mng chng trnh qung co ca cafmoto ra th trng gii tr tuy nhin logo qung co cho caf moto vn lun hot ng trn cc websitev forum, ng ti advertorial trn tp ch Oto - Xe my ni tp trung cc khch hng mc tiu v tmnng ca Caf moto lun to s nhn bit thng hiu caf moto.

Thng 5 s dng qung co trn cc website v forum l nhng im to s quen thuc vi khchhng cng nh thu ht thm khch hng tm nng. Ngoi ra, 1 bi advertorial trn tp ch si gn tipth s gip caf moto duy tr s nhn bit v thg hiu trong lng khch hng.

3. Giai on 3 Mc tiu: duy tr s yu mn ca khch hng, qung b hnh nh n khch hng tim nng, thu ht

khch hng tm nng

Cng c:- Media: vit advertorial tren cc tp ch

- Event: t chc ngy hi moto- Qung co online: tip tc ng ti logo v thng tin ca caf moto trn website,forum

Sau 2 thng lng ng vi nhng chng trnh, ngoi cc trang forum v website quen thuc cafmoto y mnh cc bi advertorial trn cc bo v t p ch ln vi nhng thng tin cho s kin dngoi ca ngy hi moto do caf moto cng cc nh phn phi ti trv thc hin vo ngy 25, nhmthu ht ngi tham gia, a thng hiu caf n tm cao hn trong tm tr nhng khch hng mctiu v tm nng, gip duy tr s yu mn i vi khch hng thn thit, gn gi v sang t hn vi

khch hng tm nng cng nhng i tng khch hng khc ngoi ra, s dng i hnh moto nh 1phn qung co cho thng hiu caf moto bng cch dn logo, thng ip ca caf moto v nh cungcp moto ng ti trtrn mi chic trong on trn sut chn ng d ngoi.

i tng tham d gm: hi vin ca nhng hi moto si gn cng ci tnh ln cn c nhu cu thamgia, phng vin cc bo c lin quan (khch mi), i din nh ti tr(khch mi) sau bui s kinthng qua cc bi vit ca cc phng vin c mt trong ngy hi moto trn cc bo c lin quan, tiptc s dng qung co a logo thng hiu trn cc website, forum.

IV. SDNG CNG C PR CHO CAF MOTO:4.1. GIAI ON 1: MEDIA: ADVERTORIAL


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NHM 3 TC

- Thit k to bo vi caf moto

- im hn mi cho nhng ai yu thch moto

Ni dung bi vit: (Ph lc 02)

Danh sch cc tbo: (Ph lc 06)

Bng kinh ph d tr cho advertorial: (Ph lc 06)

Event: khai trng caf moto

Mc tiu: chnh thc ra mt caf moto, thng qua knh truyn thng bo ch qung co hnh nh

thng hiu caf motoThi gian t chc: ch nht 18h30 11/1/2011

a im t chc: caf moto

Khch mi:

Phng vin ca 6 cquan bo ch

Thnh vin tiu biu ca cc hi moto ang hot ng trong Saigon

Nh i din ca cc nh cung cp moto

Ngh ss dng moto

Danh sch cquan bo ch mi d: (chi tit ti ph lc 6)

Kch bn chng trnh: (chi tit ti ph lc 3)

Check list cng vic: (chi tit ti ph lc 3)

Kinh ph thc hin: (chi tit ti ph lc 3)

Qung co online:

Mc tiu: h try mnh s nhn bit v thng hiu caf moto ,li ko khch hng

Thi gian: 11/1/2011 28/2011

Ni dung bi qung co: Logo, thng ip truyn thng v a ch ca caf moto

Ni ng ti: cc website, forum c sc nh hng n cc cp khch hng ca caf moto.Kinh ph d tr cho qung co online: (chi tit ti ph lc 6)

4.2. GIAI ON 2


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NHM 3 TC

Ni dung bi vit: (xem chi tit ti ph lc 2)

Danh sch cc tbo: (xem chi tit ti ph lc 6)

Kinh ph d tr cho advertorial: (xem chi tit ti ph lc 6)

EVENT: talkshow

Mc tiu: thu ht khch hng mc tiu, thng qua knh truyn thng qung b hnh nh caf moto

Thi gian: 25/3/2011

a im: caf moto

Danh sch khch mi:

Phng vin ca 6 cquan bo ch

Thnh vin ca cc hi moto ang hot ng trong Saigon


Danh sch cc cquan bo ch: (xem chi tit ti ph lc 4)

Kch bn chng trnh: (xem chi tit ti ph lc 4)Check list cng vic: (xem chi tit ti ph lc 4)

Kinh ph thc hin: (xem chi tit ti ph lc 4)

QUNG CO ONLINE:

Mc tiu: to s thn thit vi khch hng, tip tc thu ht khch hng n vi caf moto

Thi gian: 1/3/2011-30/52011

Ni dung bi qung co: Logo, thng ip truyn thng,cc chng trnh chnh v a ch caf moto

Ni ng ti: cc website, forum

Kinh ph d tr cho qung co online: (xem chi tit ti ph lc 6)

4.3. GIAI ON 3:Thi gian : 1/6/2011-30/6/2011

ADVERTORIAL

MEDIA: ADVERTORIAL

MC TIU: gii thiu chng trnh caf moto, gia tng s yu mn, thu ht s quan tm ca cc cp


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NHM 3 TC

Danh sch cc tbo: (xem chi tit ti ph lc 6)

Kinh ph d tr cho advertorial: (xem chi tit ti ph lc 6)

EVENT: d ngoi cng moto cafe

Mc tiu: thu ht khch hng quan tm n thng hiu caf moto, gia tng s yu mn ca khchhng thn thit, thng qua knh truyn thng qung b hnh nh caf moto, to s khc bit.

Thi gian : 25/6/2011-26/11/2011

a im: long hi, vng tu

Danh sch khch mi:Phng vin ca cquan bo ch

Thnh vin ca cc hi moto ang hot ng trong Saigon


Ca ss dng moto

Danh sch cc cquan bo ch: (xem chi tit ti ph lc 6)

Kch bn chng trnh: (xem chi tit ti ph lc 5)

Check list cng vic: (xem chi tit ti ph lc 5)

Kinh ph thc hin: (xem chi tit ti ph lc 5)

QUNG CO ONLINE:

Mc tiu: qung b v thu ht cc khch hng n vi caf moto trc v sau s kin, mrng i

tng khch hngThi gian : 1/6/2011-30/6/2011

Ni dung bi qung co: logo,thng ip truyn thng,cc chng trnh chnh v a ch caf moto

Ni ng ti: cc website,forum

Kinh ph d tr cho qung co online: (xem file nh km)

V. PHI THC PR V CC CHNG TRNH KHUYN TH Khuyn mi

- Tng th khch hng thn thit cho khch hng thng xuyn n qun (t 3 ln/tun trln): th sc gim gi 10% cho tt c cc ln n qun.


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NHM 3 TC

30/4-1/5

VI. PHN TCH TI CHNH1. M t ngn sch

- T p ch : 320 triu chim 34%

- Qung co online : 260 triu chim 28%

- Event : 350 triu chim 38%

- Chi ph tng cng cho chin dch l: 930 VN.

Giai on Ni dung Chi ph (triu) Tng/giaion

%/tng

Giai on 1 T p ch 183 460 50Qung co online 112Event 164



TNG C NG 930 100

VII. CCH THC O LNG V NH GI KT QU:Sau mi giai on truyn thng, tin hnh o lng hiu qu ca chin dch truyn thng c s hiuchnh kp thi.

Cc thng tin thng phi c thu thp bao gm:

- C bao nhiu % ngi bit thng hiu?

- H nhc nhng yu t no ca thng hiu?

- H c mi lin h/nhn xt v thng hiu th no?

- C bao nhiu % ngi dng th thng hiu ?

- C bao nhiu % ngi tip tc dng sau ln dng th?

- C bao nhiu % ngi gii thiu cho ngi khc v thng hiu

C hi f db k h


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NHM 3 TC

1. Thi gian nh gi: 6 thng sau khi khai trng.2. Cc tiu chnh gi:2.1.Sn phm v dch v:

Sn phm v phong cch phcv

Sn phm - Bng kho st kin caKhch hng v: caf, sinh t,

thc n- V tr, thit k, trang tr caqun

- Trng by xe

- Nhc, nh sng

Phong cch phc v - Bng nh gi, kin cakhch hng v phong cch phcv ca nhn vin

Gi c - Bng kho st gi c so vicc qun cnh tranh

Lng khch hng quay trli

- S lng khch hng quay liqun so vi Tng s lngkhch hng n qun trong 1qu (3 thng/ln)

2.2.Thng Hiu:Thng Hiu nh v Thng Hiu - Bng kho st khch hng v

li ch cm tnh, l tnh, tnhcch ca qun

Truyn thng - Bng nh gi hiu qu cacc hot ng truyn thng trn

b it b h TV

NHM 3 TC


26/41

NHM 3 TC

ng ca qun.

Khuyn mi - nh gi cc hot ngkhuyn mi:

+ Cc hot ng ti tr.

+ Thu i cho cc thnh vini moto, khch hng thn thit.

+ Cc hot ng khuyn mitrong tng qu.

2.3.Doanh thu v chi ph:

Doanh thu v Chi ph

Doanh thu - Doanh thu so vi k hochtrong qu.

- Tc tng trng doanh s.

Chi ph - Chi ph cnh (Tin thu mtbng, tin cng cho nhnvin)

- Cc chi ph hot ng PR.

- Cc khon chi ph khc

Li nhun - Tng chi ph so vi tngdoanh thu.

- Li nhun rng

- Mc li, l so vi d tnh.

3. iu chnh:Sau mi t nh gi, ty vo kt qu nghin cu, cho thy s ph hp, hiu qu hay khng ca chinlc PR m quyt nh vn gi nguyn chin lc, hnh ng theo k hoch ra, hoc iu chnhcho ph hp hn vi tnh hnh hin ti.

NHM 3 TC


27/41

NHM 3 TC

KT LUN

X hi hin nay cng hin i v pht trin, mi nhu cu ca con ngi ngy cng c nng cao,vis thch ni chung ca ngi vit nam v th trng gii tr c bit l v nhu cu ung caf dngnh l 1 phn ko th thiu trong thi quen hng ngy,s kt hp hi ha pha cht g to bo ca mhnh caf moto ha hn sem li th v v b ich cho nhng thi quen vn d, thng qua cc cngc nh advertorial,event v qung co ni chung, PR h trrt nhiu cho caf moto trong vic ngn hn vi khch hng v nhn c s hng ng cng nh tin yu ca khch hng, vi nhng ut cao v thit k ln kin thc caf moto ha hn em li doanh thu nh mc tiu t ra, qua caf moto mnh dng u t cho chng trnh PR ny vi kinh ph l 930 triu ng cho 06 thng ukhai trng qun.

NHM 3 TC


28/41

NHM 3 TC

PH LC 1

MENU

Nhm Stt Tn sn phm Gi

Caf c bit1 Caf moto 50.000

2 Tc & am m 50.000

Caf Pha ch

3C ph QuCinnamon Flavour

39.000

4C ph MT ONGHoney Flavour

39.000

5C ph SOCOLA TIFresh Chocolate

39.000

6C ph CAM CHANH

Mixed Orange and Lemon50.000

7C ph HT D

Hazelnut Flavour

50.000

Nc p tri cyti

8 DA TI/ Coconut Fresh 30.000

9 Nc CHANH/ Lemon juice 29.000

10 Nc DA/ Pineapple 45.000

11 Nc DA HU/ Watermelon 45.000

12 Nc I/ Guava 40.000

13 N C RT/ C t j i 50 000

NHM 3 TC


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NHM 3 TC

Nc p tricy hn hp

16THM & BIPineapple and Pomelo

50.000

17THM & DA TIPineapple and Coconut

50.000

18THM, CAM, CHANH - Pineapple, orange, lemonand almond sirup

45.000

19

CAM, DA HU & CHANH DY

Orange, Watermelon and passion juice 50.000

20CAM, C RT & TOOrange, carrot and apple

50.000

21I & LGuava and Pear juice

50.000

Sinh t

22Sinh t C CHUATomato

45.000

23Sinh t BAvocado

45,000

24 Sinh t DUStrawberry

50,000

25Sinh t THM & CAMPineapple and Orange

50,000

26Sinh t CHUI & BBanana and Avocado

50,000

27Sinh t DA HU & U Watermelon, papaya, fresh milk

50.000

28Sinh t DA HU & DU TY

55,000

NHM 3 TC


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NHM 3 TC

Thc ung khc

31 NC SUI / Mineral water 29,000

32 TR O/ Hot tea 25,000

33 SA TI/ Hot milk 29,000

34 TR LIPTON/ Lipton tea 30.000

35 TR LIPTON SA/ Lipton tea with milk 35.000

36 CACAO SA NNG/ Hot Milk Cacao 35.000

Kem

Hng : C PH/ HT D/DA/ DU/ / SOCOLA/BC H

39 1 vin / single 25.000

40 2 vin / double 35.000

41 3 vin / triple 50.000

Kem c bit Pht am m 55,000

THC N

42

Bnh m P LABnh m, 2 trng p la, x lch v c chuaBread with 2 sunny-side eggs, salad and tomato

30.000

43Bnh m THT NGUIBnh m Vit Nam, tht ngui, bv PatVietnamese bread with ham, butter and Pat

30.000

Bnh m G

B h tht l h h

NHM 3 TC


31/41

salad, tomato and

fried potato

46

SANDWICH C BITBa lp bnh m nng: kp jam-bon, trng, x lch, cchua v khoai ty chin

Club sandwich: Three layer of loast with ham, egg,

salad,tomato and fried potato

40.000

47HAMBURGERTht b xay, pho mt, c chua, x lchHam sandwich: Toast with ham, cheese, lettuce, tomato

and salad

35.000

48 M xo hi sn 35.000

49 M xo b 35.000

50 M nc 35.000

Cm tra vnphng

51 Menu thay i theo ngy

NHM 3 TC


32/41

PH LC 2

CC BI PR

Giai on 01:

SP RA MT 1 SN CHI MI DNH CHO NHNG TAY CHI MOTO

Dng nh hnh nh nhng chic moto phn khi ln khng cn xa l vi chng ta khi thi gian gny ng ph si gn vn lun no nhit nhng ting ng cmnh m ca chng.

Nhng ngi shu chng lun tm ti cho mnh nhng iu c o nht v phi chng caf motosp c mt trn th trng s gip h tha mn nhng iu th v m h lun tm ti

Vi nhng dch vc cho l mi m cng cch by tr y n tng ha hn sam lai nhng ghi lng cho nhng ai ,ang v s yu thch dng xe mnh m ny

Caf moto s khai trng vo thng 1 nm 2011 cng nhng qu tng hp dn, hy l nhng ngiu tin tri nghim cm gic mi l khi n vi caf moto.

Giai on 2:

CAF MOTO TCH HP SHON HO

Sau khong thi gian ra mt th trng gii tr ca caf moto,dng nh ai cng n tng vi cch bytr c o cng s thn thin pha ln chuyn nghi p trong cch hun luyn nhn vin ca cafmoto,vi dch v t vn min ph phong cch chn xe ca bn caf moto dn to c chngtrong long nhng khch hng kh tnh nht cho n nhng khch hng lun tm ti s mi m.

Cng nhng thng tin hot nht trn th trng v loi xe m khch hng quan tm caf moto dn lim dng chn l tng vi mi tui vi mi nhu cu v loi xe moto phn khi ln

Sharing the passion hy caf moto cng bn chia snim am m!

Giai on 3:

TRI NGHIM CM GIC MI CNG CAF MOTO

Ngy 25 thng 6 ti y caf moto cng nh nhp khu v cung cp xe Trng Kol moto s t chcmt bui d ngoi trong khong thi gian t ngy 25 n ngy 26 thng 6 nhm ngy th 7 v chnht, y s l chi cc tay s dng moto trong thnh ph giao lu v chia s nhng tri nghimv loi xe phn khi ln ny. Ngoi ra caf moto mong mun y cng l s kin gip cc i moto

NHM 3 TC


33/41

PH LC 3

L KHAI TRNG

KCH BN

STT NI DUNGTHI GIAN M T

PHTRCH

1 n khch 17h00-18h00i ma ln cho n khch

Tip tn pht press kits NV l tn

2 L khai trng

18h00-18h10 n nh khch mi v bt u chng trnh

18h10-18h30Nhc hi cho n v mn biu dinca i ma ln

18h30-18h40MC gi li cho mng v gii thiuchng trnh l khai trng + Gii thiu ibiu v khch mi tham d MC

18h45-18h55 i din cng ty pht biu khai trng Gim c

18h55-19h05 Gii thiu m hnh caf moto19h05-19h15

Chiu on video: qu trnh hnh thnh tng v xy dng qun caf moto

19h15-19h25 i din cng ty ln ct bng khai trng

19h25-19h35i din khch mi: ca sL Hi lnchc mng v pht biu cm ngh

19h35-19h45a ra chng trnh khuyn minhn ngy khai trng

19h45-20h15 Gii p cc cu hi thc mc t khch mi

3Chng trnhtic

20h15-21h15 Mi khch dng tic buffet v ca nhc

4 Tin khch 21h15-21h30Tng qu lu nim cho khch

Kt thc chng trnh

CHECK LIST CHONG TRNHSTT Cng vic chi tit

1 Tic buffet +t tic

2 Thu + m thanh, nh sng

3 Danh sch khch mi i th i kh h th d

NHM 3 TC


34/41

10 Chun b ni dung pht biu bi pht biu ca Gim c +i biu

11 Chun b cc cu tr li

12Ginh cc tnh hung phtsinh v xut phng n dphng cho l khai trng

13vn chuyn/ lp t/ tho d

thu xe

14 Thu k trng by sn phm va gi Standee

15 Tp hun cho tip tn

16 Chun b qu tng khch mi

17 Xc nhn tham d18 Vi ct bng khnh thnh

19 t hoa trang tr20 Dn dng chng trnh Thi cng

21 Tho d Sau khi chng trnh kt thc

22 nh gi kt qu - Hp rt kinh nghim

KINH PH DTR L KHAI TRNG

STTKHONMC

CHI TIT VT SL N GITHNH

TINGHI CH

1 t tic tic buffet phn 300 150,000 45,000,000

2chi ph baothtin mt

Cc Bo vit, bo in t PV 6 1,000,000 6,000,000In bng rn treo trcqun

m2 8 50,000 400,000

3In n - snxut

Thu gi , standee Ci 4 500,000 2,000,000

Cht liu

Hiflex +cng treo

In backdrop sn khu m2 15 50,000 750,000

In thip mi Thi p 100 5,000 500,000Cht liuHiflex +cng treo

Gi thip mi + xc nhn Thi p 100 10,000 1,000,000

Chi ph set up + Tho d CT 1 2,500,000 2,500,000

4

Nhn s

MC MC 1 5,000,000 5,000,0005 Ca s+ Ban nhc 1 20,000,000 20,000,000

6Chp nh v ra nh lmbo co

CT 1 2,000,000 2,000,000

quay phim CT 1 4,000,000 4,000,000

Thu Projector B 1 1 000 000 1 000 000

NHM 3 TC


35/41

PH LC 4

TALK SHOW

KCH BN TALK SHOW

STTNIDUNG THI GIAN M T Ngi ph trch

1nkhch 18h00-19h00 n khch L tn

2Chng

trnhchnh

19h00-19h05 MC cho mng khch n tham d v giithiu thnh phn khch mi MC

19h05-19h30Trnh by ch (gii thiu sn phm xe minht ca th trng )

Chuyn gia + phimchiu minh ho

19h30-19h45 Giao lu t cu hoi Khch mi

19h45-20h00Cho chiu on video v cc dng xe moto sc mt trn th trng

20h10-20h20Chi game (rt thm trng thng, tr li cuhoi...)

20h20-20h30 Kt thc chng trnh +tin khch

CHECK LIST

STT Cng vic Chi tit+ m thanh, nh sng

2 Danh sch khch mi gi thmi khch tham d3 Kch bn chi tit

4 L tn Nhn vin phc v ca qun

6thit k - in n

thmi7 Phong mn sn khu,8 Chun b cc cu tr li

9

Ginh cc tnh hung phtsinh v

xut phng n dphng

10vn chuyn/ lp t/ tho d

thu xe

11 Thu k trng by sn phm va gi Standee

12Tp hun cho tip tn v cc

PG

NHM 3 TC


36/41

KINH PH DTR

STT KHON MC CHI TIT VT SL N GITHNH

TINGHI CH

1chi ph bi

dng

Cc Bo vit, bo in t PV 10 500,000 5,000,000

i din sVHTT&DL PV 1 1,000,000 1,000,000

2 In n - sn xut

In bng rn treo trcqun

m2 8 50,000 400,000Cht liuHiflex +cng treo

Thu gi , standee Ci 4 500,000 2,000,000

In backdrop sn khu m2 15 50,000 750,000Cht liuHiflex +cng treo

In thip mi Thi p 40 5,000 200,000

Gi thip mi + xc nhn Thi p 40 10,000 400,000

Chi ph set up + Tho d CT 1 2,500,000 2,500,000lp rp +tho d

3 Nhn s MC MC 1 5,000,000 5,000,000 Xun Hiu/Hi Chuyn

4 Chi ph khc

Chp nh v ra nh lmbo co

CT 1 2,000,000 2,000,000

quay phim CT 1 4,000,000 4,000,000

Thu Projector B 1 1,000,000 1,000,000

ti liu cho khach' phn 200 20,000 4,000,000

Hoa ti Bnh 4 80,000 320,000

Bn ch

ta & Tiptn

Vn chuyn + Thi cng CT 1 2,000,000 2,000,000 i, vTngCng 30,570,000

NHM 3 TC


37/41

PH LC 5

D NGOI

Kch bn chng trnh

STT THI GIAN M TPHTRCH

1 06h00-07h00tp trung cc i moto ti qun + chun b cc vtdng cn thit

2 7h00-7h05 i din ban t chc pht hiu lnh xut pht

3 9h00 n Dinh C - Long Hi4 9h00-9h30 cc nhm nhn cc vt dng cm tri5 9h30-10h30 thi gian cc nhm trang tr lu tri ca mnh

6 10h30-11h30 t chc 1 s tr chi nhHng dnvin

7 11h30-13h00 n tra, ngh ngi8 13h00-13h10 chm im lu tri ca cc nhm9 13h10-16h00 show xe + team building

10 16h00-17h30 tm bin11 17h30-18h30 n ti

12 19h00-20h00 sinh hot ti lu tri ca cc nhmHng dnvin

13 20h00-23h00t la tri + chia s kinh nghim + giao lu vnngh

14 23h00 sinh hot t do15 07h00-08h30 n sng v nh tri16 08h30 diu hnh t Dinh C xung Vng Tu

17 11h00-13h00 n tra, ngh ngi18 13h00 xut pht v Si Gn19 16h00 tp trung ti qun caf moto + trao gii thng20 16h30 kt thc chng trnh

CHECKLIST

STT Cng vic chi tit

1 n ung +t chn

2 Hu cn

mt bng cm trilu trin ghitabo v an ninh

Thu ngi hng dn


38/41


39/41

NHM 3 TC

Trang 39/41

PH LC 6

TRUYN THNG

STT n v bo, tp ch ni dung chnh ca nhng bi vit KCH CN GI(TRIU)

s lung phthnh ngy pht hnh

1 OTO-XEMAY sp ra mt 1 sn chi mi cho nhng tay chi moto 1trang 45 80.000/ k ngy 1 hng thng

2 SI GN TIP TH tri nghim mi cng caf moto 1/4 trang 8 th 2,4,6 hng tun

3 PHONG CCH thit k to bo cng caf moto 1 trang 34 30.000kth 2 tun cithng

4PHONG CCH NNG caf moto "sharing the passion 1/2 trang 16 ngy 15 hng thng

5 MT & CUC SNG caf moto tch hp shon ho 1/4 trang 7 10.000/k ngy 10 hng thng

6 BO BNG im hn mi dnh cho nhng ai yu thch moto 1/2 trang 5 250.000/k hng ngy

STT N V BOKCHC

THI GIANNG(THNG)

S LONGNG N GI

TNGCNG

1 OTO-XEMAY 1trang 12,1,6 3 k 45triu 135


40/41

NHM 3 TC

Trang 40/41

2 SI GN TIP TH1/4trang 1,6 4 k 8 triu 32

3 PHONG CCH 1 trang 1,3 2 k 34 triu 68

4 PHONG CCH N NG1/2

trang 1,5 2 k 16 triu 32

5 THI TRANG & CUC SNG1/4trang 1,6 2 k 7 triu 14

6 BO BNG 1/2

trang 2,6 8 k 5 triu 40

QUNG COFORUM,WEBSITE

Kch thc Chia s Gi Chit khu Gi Thi gianng (thng)

Tng ngn sch

sau chit khu

bikervietnam

Full top banner960x80 trang ch 12 triu 10% 10,8 triu Thng 1--6 64.8 triu

Full top 960x80trang dinn 6 triu 10% 5,4 triu Thng 1--6 32.4 triu

5giy Topbanner 600x80 3 15 triu 15 triu Thng 1 15 triu


41/41

NHM 3 TC

Trang 41/41

Great banner320x80 9,6 triu 9,6 triu Thng 1--6 48 triu

vnexpressSpecial right180x450 3 45 triu 45 triu

Thng 1,thng

6

90 triu

Total 250 triu

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