{"id":2694,"date":"2019-09-05T16:19:22","date_gmt":"2019-09-05T09:19:22","guid":{"rendered":"https:\/\/tapchidouong.com.vn\/?p=2694"},"modified":"2019-09-05T16:19:22","modified_gmt":"2019-09-05T09:19:22","slug":"nuoc-tang-luc-mo-vang-hap-dan-khien-coca-cola-cung-phai-nhay-vao-canh-tranh-voi-red-bull-pepsi-vinacafe","status":"publish","type":"post","link":"https:\/\/douongvietnam.net\/?p=2694","title":{"rendered":"N\u01b0\u1edbc t\u0103ng l\u1ef1c: “M\u1ecf v\u00e0ng” h\u1ea5p d\u1eabn khi\u1ebfn Coca Cola c\u0169ng ph\u1ea3i nh\u1ea3y v\u00e0o c\u1ea1nh tranh v\u1edbi Red Bull, Pepsi, Vinacaf\u00e9"},"content":{"rendered":"

300.000 l\u00e0 l\u01b0\u1ee3t view trung b\u00ecnh m\u1ed9t tr\u1eadn \u0111\u1ea5u thu\u1ed9c h\u00e0ng hot c\u1ee7a gi\u1ea3i Li\u00ean Minh Huy\u1ec1n Tho\u1ea1i VCS m\u00f9a h\u00e8 2019 tr\u00ean YouTube. Ngo\u00e0i h\u00ecnh \u1ea3nh tr\u1ef1c ti\u1ebfp m\u00e0n h\u00ecnh tr\u1eadn \u0111\u1ea5u, th\u1ee9 xu\u1ea5t hi\u1ec7n nhi\u1ec1u nh\u1ea5t l\u00e0 nh\u00e3n lon m\u1ed9t lo\u1ea1i n\u01b0\u1edbc t\u0103ng l\u1ef1c.<\/em><\/strong><\/p>\n

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Tr\u1eadn \u0111\u1ea5u gi\u1eefa TF v\u00e0 GAM Esport t\u1ea1i gi\u1ea3i Li\u00ean Minh Huy\u1ec1n Tho\u1ea1i m\u00f9a h\u00e8 n\u0103m 2019 di\u1ec5n ra chi\u1ec1u mu\u1ed9n ng\u00e0y 10\/8, v\u1edbi g\u1ea7n 200.000 ng\u01b0\u1eddi xem tr\u1ef1c ti\u1ebfp, \u0111a ph\u1ea7n l\u00e0 nh\u1eefng “game th\u1ee7” \u0111\u1ed9 tu\u1ed5i t\u1eeb 16-24. H\u01b0\u1edfng l\u1ee3i nhi\u1ec1u nh\u1ea5t kh\u00f4ng ch\u1ec9 c\u00f3 VETV – \u0111\u01a1n v\u1ecb s\u1edf h\u1eefu b\u1ea3n quy\u1ec1n gi\u1ea3i \u0111\u1ea5u n\u00e0y, m\u00e0 ph\u1ea3i n\u00f3i t\u1edbi Coca Cola Energy – s\u1ea3n ph\u1ea9m n\u01b0\u1edbc t\u0103ng l\u1ef1c \u0111\u1ea7u ti\u00ean d\u01b0\u1edbi th\u01b0\u01a1ng hi\u1ec7u Coca Cola – d\u01b0\u1edbi t\u01b0 c\u00e1ch nh\u00e0 t\u00e0i tr\u1ee3 ch\u00ednh.<\/p>\n

\u0110\u1ea7u th\u00e1ng 4\/2019, Coca Cola ra m\u1eaft d\u00f2ng s\u1ea3n ph\u1ea9m n\u01b0\u1edbc t\u0103ng l\u1ef1c Coca Cola Energy t\u1ea1i Anh. \u0110\u1ec3 nhanh ch\u00f3ng nh\u1eadp cu\u1ed9c t\u1ea1i th\u1ecb tr\u01b0\u1eddng Vi\u1ec7t Nam, d\u00f2ng s\u1ea3n ph\u1ea9m n\u00e0y xu\u1ea5t hi\u1ec7n d\u00e0y h\u01a1n trong c\u00e1c ch\u01b0\u01a1ng tr\u00ecnh marketing, \u0111\u1eb7c bi\u1ec7t l\u00e0 vi\u1ec7c th\u1ebf ch\u1ed7 Clear Men tr\u1edf th\u00e0nh nh\u00e0 t\u00e0i tr\u1ee3 ch\u00ednh trong gi\u1ea3i \u0111\u1ea5u esport l\u1edbn nh\u1ea5t hi\u1ec7n nay.<\/p>\n

T\u1ea1i Vi\u1ec7t Nam, n\u01b0\u1edbc t\u0103ng l\u1ef1c l\u00e0 m\u1ed9t nh\u00e1nh trong ph\u00e2n kh\u00fac \u0111\u1ed3 u\u1ed1ng kh\u00f4ng c\u1ed3n, kh\u1edfi \u0111\u1ea7u t\u1eeb nh\u1eefng n\u0103m 2000 v\u1edbi v\u00e0i th\u01b0\u01a1ng hi\u1ec7u nh\u01b0 Number 1, Lipovitan, Rhino hay Red Bull. V\u00e0i n\u0103m sau \u0111\u00f3, ng\u00e0nh h\u00e0ng n\u00e0y \u0111\u01b0\u1ee3c m\u1edf r\u1ed9ng v\u1edbi nhi\u1ec1u c\u00e1i t\u00ean m\u1edbi nh\u01b0 Sting hay Samurai. Tuy nhi\u00ean so v\u1edbi ph\u1ea7n c\u00f2n l\u1ea1i c\u1ee7a ng\u00e0nh h\u00e0ng \u0111\u1ed3 u\u1ed1ng, s\u1ea3n ph\u1ea9m n\u00e0y v\u1eabn ch\u01b0a thu h\u00fat nhi\u1ec1u s\u1ef1 ch\u00fa \u00fd.<\/p>\n

D\u00f9 v\u1eady, ch\u1ec9 trong ba n\u0103m g\u1ea7n \u0111\u00e2y, s\u1ee9c n\u00f3ng c\u1ee7a ng\u00e0nh h\u00e0ng n\u00e0y th\u1ef1c s\u1ef1 \u0111\u01b0\u1ee3c \u0111\u1ea9y l\u00ean cao khi c\u00e1c th\u01b0\u01a1ng hi\u1ec7u b\u1eaft \u0111\u1ea7u b\u1ea1o chi h\u01a1n \u0111\u1ec3 \u0111\u1ecbnh h\u00ecnh l\u1ea1i th\u1ecb tr\u01b0\u1eddng.<\/p>\n

S\u1ef1 xu\u1ea5t hi\u1ec7n c\u1ee7a Cocacola Energy \u0111\u01b0\u1ee3c d\u1ef1 b\u00e1o s\u1ebd khi\u1ebfn th\u1ecb tr\u01b0\u1eddng \u0111\u1ed3 u\u1ed1ng n\u0103ng l\u01b0\u1ee3ng tr\u1edf n\u00ean kh\u1ed1c li\u1ec7t h\u01a1n, \u0111\u1eb7c bi\u1ec7t khi s\u1ea3n ph\u1ea9m m\u1edbi c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u n\u00e0y d\u01b0\u1eddng nh\u01b0 \u0111ang \u0111i l\u1ea1i con \u0111\u01b0\u1eddng m\u00e0 Wake up 247 \u0111\u00e3 \u0111i \u0111\u1ec3 gi\u00e0nh l\u1ea5y th\u1ecb tr\u01b0\u1eddng ba n\u0103m g\u1ea7n \u0111\u00e2y.<\/p>\n

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Nh\u1eefng n\u0103m g\u1ea7n \u0111\u00e2y, doanh thu c\u1ee7a Coca Cola t\u1ea1i Vi\u1ec7t Nam c\u0169ng c\u00f3 d\u1ea5u hi\u1ec7u ch\u1eefng l\u1ea1i, bu\u1ed9c th\u01b0\u01a1ng hi\u1ec7u n\u00e0y ph\u1ea3i t\u00ecm ra nh\u1eefng th\u1ecb tr\u01b0\u1eddng m\u1edbi \u0111\u1ec3 c\u1ea1nh tranh. Tr\u01b0\u1edbc \u0111\u00f3, gi\u1eefa th\u00e1ng 4, Cocacola c\u0169ng l\u1ea7n \u0111\u1ea7u ra m\u1eaft s\u1ea3n ph\u1ea9m s\u1eefa mang th\u01b0\u01a1ng hi\u1ec7u Nutriboost v\u00e0 ch\u1ecdn Vi\u1ec7t Nam l\u00e0 th\u1ecb tr\u01b0\u1eddng \u0111\u1ea7u ti\u00ean tr\u00ean to\u00e0n th\u1ebf gi\u1edbi cho l\u1ea7n ra m\u1eaft n\u00e0y.<\/p>\n

Nh\u01b0ng th\u01b0\u01a1ng hi\u1ec7u n\u00e0y kh\u00f4ng ph\u1ea3i ng\u01b0\u1eddi duy nh\u1ea5t mu\u1ed1n gia t\u0103ng mi\u1ebfng b\u00e1nh th\u1ecb ph\u1ea7n.<\/p>\n

Cu\u1ed1i n\u0103m 2018, TCP Group tuy\u00ean b\u1ed1 \u0111\u1ea7u t\u01b0 4 t\u1ef7 bath (kho\u1ea3ng 2.800 t\u1ef7 \u0111\u1ed3ng) v\u00e0o th\u1ecb tr\u01b0\u1eddng Vi\u1ec7t Nam, h\u01b0\u1edbng t\u1edbi c\u00e1c d\u00f2ng s\u1ea3n ph\u1ea9m n\u01b0\u1edbc t\u0103ng l\u1ef1c. T\u1eadp \u0111o\u00e0n n\u1ed5i ti\u1ebfng c\u1ee7a Th\u00e1i Lan s\u1edf h\u1eefu m\u1ed9t lo\u1ea1t th\u01b0\u01a1ng hi\u1ec7u \u0111\u1ed3 u\u1ed1ng n\u0103ng l\u01b0\u1ee3ng, bao g\u1ed3m Som Plus, Puriku, Warrior nh\u01b0ng \u1edf Vi\u1ec7t Nam, TCP \u0111\u01b0\u1ee3c bi\u1ebft \u0111\u1ebfn nhi\u1ec1u nh\u1ea5t v\u1edbi s\u1ea3n ph\u1ea9m Red Bull – v\u1ed1n ph\u1ed5 bi\u1ebfn d\u01b0\u1edbi t\u00ean g\u1ecdi “B\u00f2 h\u00fac”.<\/p>\n

“Ng\u01b0\u1eddi Vi\u1ec7t Nam ti\u00eau th\u1ee5 \u0111\u1ed3 u\u1ed1ng n\u0103ng l\u01b0\u1ee3ng nhi\u1ec1u h\u01a1n ng\u01b0\u1eddi Th\u00e1i”, Saravoot Yoovidhya, CEO TCP Group cho bi\u1ebft trong m\u1ed9t h\u1ed9i th\u1ea3o cu\u1ed1i n\u0103m ngo\u00e1i. T\u1eadp \u0111o\u00e0n n\u00e0y \u01b0\u1edbc t\u00ednh quy m\u00f4 th\u1ecb tr\u01b0\u1eddng \u0111\u1ed3 u\u1ed1ng n\u0103ng l\u01b0\u1ee3ng c\u1ee7a Vi\u1ec7t Nam c\u00f3 th\u1ec3 \u0111\u1ea1t g\u1ea7n 800 tri\u1ec7u USD, v\u1edbi t\u1ed1c \u0111\u1ed9 t\u0103ng tr\u01b0\u1edfng kho\u1ea3ng 6%\/n\u0103m.<\/p>\n

“T\u1ed5ng doanh thu b\u00e1n h\u00e0ng cu\u1ed1i n\u0103m 2017c\u1ee7a TCP t\u1ea1i Vi\u1ec7t Nam \u0111\u1ea1t kho\u1ea3ng 300 tri\u1ec7u USD, v\u1edbi 42% th\u1ecb ph\u1ea7n nh\u00f3m ng\u00e0nh \u0111\u1ed3 u\u1ed1ng n\u0103ng l\u01b0\u1ee3ng. Ch\u00fang t\u00f4i d\u1ef1 \u0111\u1ecbnh t\u0103ng th\u1ecb ph\u1ea7n l\u00ean h\u01a1n 50% trong 5 n\u0103m t\u1edbi”, CEO TCP cho bi\u1ebft.<\/p>\n

V\u1edbi n\u1ec1n t\u1ea3ng c\u00f3 s\u1eb5n v\u00e0 m\u1ee9c \u0111\u1ed9 nh\u1eadn di\u1ec7n cao c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u “B\u00f2 h\u00fac”, kh\u00f4ng kh\u00f3 \u0111\u1ec3 hi\u1ec3u l\u00fd do t\u1ea1i sao TCP c\u00f3 th\u1ec3 t\u1ef1 tin nh\u01b0 v\u1eady. Nh\u01b0ng \u1edf g\u00f3c \u0111\u1ed9 th\u1ecb tr\u01b0\u1eddng, c\u00f3 nhi\u1ec1u l\u00fd do \u0111\u1ec3 TCP gi\u00e0nh s\u1ef1 quan t\u00e2m h\u01a1n cho th\u1ecb tr\u01b0\u1eddng Vi\u1ec7t Nam. S\u1edf h\u1eefu m\u1ed9t danh m\u1ee5c th\u01b0\u01a1ng hi\u1ec7u l\u1edbn, TCP c\u00f3 th\u1ec3 v\u1eabn l\u00e0 ng\u01b0\u1eddi ch\u01a1i ch\u1ee7 l\u1ef1c t\u1ea1i th\u1ecb tr\u01b0\u1eddng \u0111\u1ed3 u\u1ed1ng n\u0103ng l\u01b0\u1ee3ng, nh\u01b0ng Redbull – v\u1ed1n l\u00e0 s\u1ea3n ph\u1ea9m l\u00e0m n\u00ean th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a TCP t\u1ea1i Vi\u1ec7t Nam – \u0111ang ch\u1ecbu s\u1ee9c \u00e9p l\u1edbn t\u1eeb nh\u1eefng \u0111\u1ed1i th\u1ee7 m\u1edbi.<\/p>\n

L\u00e0 m\u1ed9t trong ba doanh nghi\u1ec7p s\u1ea3n xu\u1ea5t c\u00e0 ph\u00ea h\u00f2a tan l\u1edbn nh\u1ea5t Vi\u1ec7t Nam, Vinacafe Bi\u00ean H\u00f2a l\u00e0 c\u00e1i t\u00ean th\u01b0\u1eddng \u0111\u01b0\u1ee3c so s\u00e1nh v\u1edbi nh\u1eefng \u0111\u1ebf ch\u1ebf nh\u01b0 Trung Nguy\u00ean hay Nestle Vi\u1ec7t Nam. Nh\u01b0ng ba n\u0103m g\u1ea7n \u0111\u00e2y, \u0111\u00e0 t\u0103ng tr\u01b0\u1edfng c\u1ee7a doanh nghi\u1ec7p n\u00e0y ph\u1ea3i tr\u00f4ng ch\u1edd v\u00e0o s\u1ef1 l\u00ean ng\u00f4i c\u1ee7a d\u00f2ng s\u1ea3n ph\u1ea9m m\u1edbi- n\u01b0\u1edbc t\u0103ng l\u1ef1c.<\/p>\n

Tr\u01b0\u1edbc Cocacola, gi\u1ea3i \u0111\u1ea5u esport l\u1edbn nh\u1ea5t hi\u1ec7n nay \u0111\u00e3 c\u00f3 nhi\u1ec1u m\u00f9a gi\u1ea3i \u0111\u01b0\u1ee3c t\u00e0i tr\u1ee3 b\u1edfi Wake up 247. L\u1ea5n s\u00e2n sang th\u1ec3 thao \u0111i\u1ec7n t\u1eed, m\u1ea1nh tay chi ti\u1ec1n t\u00e0i tr\u1ee3, th\u00e0nh qu\u1ea3 mang l\u1ea1i cho nh\u00e3n h\u00e0ng n\u00e0y c\u00f2n nhi\u1ec1u h\u01a1n vi\u1ec7c qu\u1ea3ng c\u00e1o, b\u1edfi m\u1ee9c \u0111\u1ed9 nh\u1eadn di\u1ec7n th\u01b0\u01a1ng hi\u1ec7u v\u1edbi ri\u00eang t\u1eadp kh\u00e1ch h\u00e0ng tr\u1ebb t\u0103ng \u0111\u1ed9t bi\u1ebfn.<\/p>\n

Tung ra th\u1ecb tr\u01b0\u1eddng l\u1ea7n \u0111\u1ea7u v\u00e0o n\u0103m 2014 v\u1edbi doanh thu n\u0103m \u0111\u1ea7u ch\u01b0a \u0111\u1ebfn 300 t\u1ef7 \u0111\u1ed3ng, nh\u01b0ng sau 4 n\u0103m li\u00ean ti\u1ebfp t\u0103ng tr\u01b0\u1edfng tr\u00ean 50%, n\u0103m 2018 n\u01b0\u1edbc t\u0103ng l\u1ef1c th\u1eadm ch\u00ed \u0111\u00e3 v\u01b0\u1ee3t qua c\u00e0 ph\u00ea h\u00f2a tan, mang v\u1ec1 cho Vinacafe Bi\u00ean H\u00f2a 1.950 t\u1ef7 \u0111\u1ed3ng doanh thu.<\/p>\n

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\u0110\u1ec3 nh\u00ecn r\u00f5 h\u01a1n \u0111\u00e0 t\u0103ng \u0111\u1ed9t bi\u1ebfn c\u1ee7a d\u00f2ng s\u1ea3n ph\u1ea9m n\u00e0y, c\u00f3 th\u1ec3 so s\u00e1nh gi\u1eefa doanh thu c\u1ee7a Wake up 247 v\u00e0 Red Bull t\u1ea1i Vi\u1ec7t Nam. N\u0103m 2014, doanh thu c\u1ee7a Wake up 247 ch\u01b0a t\u1edbi 1\/3 RedBull nh\u01b0ng b\u1ed1n n\u0103m sau \u0111\u00f3, th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a Vinacafe Bi\u00ean H\u00f2a b\u1ecf xa d\u00f2ng s\u1ea3n ph\u1ea9m n\u01b0\u1edbc t\u0103ng l\u1ef1c c\u1ee7a Th\u00e1i Lan t\u1edbi hai con s\u1ed1.<\/p>\n

T\u1ea5t nhi\u00ean doanh thu c\u1ee7a c\u00f4ng ty Red Bull Vi\u1ec7t Nam kh\u00f4ng ph\u1ea3n \u00e1nh \u0111\u1ea7y \u0111\u1ee7 s\u1ee9c ti\u00eau th\u1ee5 c\u1ee7a “B\u00f2 h\u00fac” t\u1ea1i Vi\u1ec7t Nam. D\u00f9 \u0111\u00e3 c\u00f3 s\u1ea3n ph\u1ea9m s\u1ea3n xu\u1ea5t trong n\u01b0\u1edbc do nh\u00e0 m\u00e1y Red Bull Vi\u1ec7t Nam s\u1ea3n xu\u1ea5t th\u00ec s\u1ea3n ph\u1ea9m nh\u1eadp kh\u1ea9u tr\u1ef1c ti\u1ebfp t\u1eeb Th\u00e1i Lan v\u1eabn \u0111\u01b0\u1ee3c ti\u00eau th\u1ee5 r\u1ea5t m\u1ea1nh t\u1ea1i th\u1ecb tr\u01b0\u1eddng Vi\u1ec7t Nam.<\/p>\n

Tuy th\u1ecb tr\u01b0\u1eddng n\u01b0\u1edbc t\u0103ng l\u1ef1c l\u00e0 m\u1ea3nh \u0111\u1ea5t m\u00e0u m\u1ee1 cho vi\u1ec7c ph\u00e1t tri\u1ec3n, song \u0111\u1ec3 c\u00f3 \u0111\u01b0\u1ee3c th\u00e0nh c\u00f4ng l\u1ea1i kh\u00f4ng h\u1ec1 \u0111\u01a1n gi\u1ea3n. \u0110\u1ea1i b\u1ed9 ph\u1eadn ng\u01b0\u1eddi ti\u00eau d\u00f9ng th\u01b0\u1eddng quan ni\u1ec7m n\u01b0\u1edbc t\u0103ng l\u1ef1c l\u00e0 lo\u1ea1i n\u01b0\u1edbc ng\u1ecdt \u0111\u1eadm,t\u00e1c d\u1ee5ng m\u1ea1nh \u0111\u1ebfn s\u1ef1 t\u1ec9nh t\u00e1o, v\u00e0 cho r\u1eb1ng \u0111\u00e2y l\u00e0 m\u1ed9t d\u1ea1ng th\u1ef1c ph\u1ea9m ch\u1ee9c n\u0103ng h\u01a1n l\u00e0 m\u1ed9t lo\u1ea1i n\u01b0\u1edbc gi\u1ea3i kh\u00e1t.Kho\u1ea3ng th\u1ecb tr\u01b0\u1eddng h\u1eb9p \u0111\u1ed3ng ngh\u0129a v\u1edbi s\u1ef1 c\u1ea1nh tranh cao, nh\u01b0ng c\u0169ng l\u00e0 c\u01a1 h\u1ed9i \u0111\u1ec3 th\u00e2u t\u00f3m mi\u1ebfng b\u00e1nh l\u1edbn h\u01a1n.<\/p>\n

S\u1ef1 l\u1ea5n s\u00e2n c\u1ee7a Cocacola hay quy\u1ebft \u0111\u1ecbnh chi m\u1ea1nh tay h\u01a1n c\u1ee7a TCP c\u00f3 th\u1ec3 s\u1ebd khi\u1ebfn th\u1ecb tr\u01b0\u1eddng n\u00e0y m\u1ed9t l\u1ea7n n\u1eefa n\u1ed5i s\u00f3ng, nh\u01b0 nh\u1eefng g\u00ec m\u00e0 Vinacafe Bi\u00ean H\u00f2a \u0111\u00e3 l\u00e0m \u0111\u01b0\u1ee3c ba n\u0103m tr\u01b0\u1edbc. Nh\u01b0ng \u0111\u1ec3 l\u1ea5y \u0111\u01b0\u1ee3c mi\u1ebfng b\u00e1nh th\u1ecb tr\u01b0\u1eddng l\u1edbn h\u01a1n, c\u00f3 th\u1ec3, s\u1ebd kh\u00f4ng d\u1ec5 d\u00e0ng khi s\u1ee9c n\u00f3ng v\u00e0 m\u1ee9c \u0111\u1ed9 c\u1ea1nh tranh \u0111\u00e3 \u0111\u01b0\u1ee3c \u0111\u1ea9y l\u00ean cao.<\/p>\n

Theo CafeF<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"

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