{"id":8389,"date":"2024-08-26T16:17:31","date_gmt":"2024-08-26T09:17:31","guid":{"rendered":"https:\/\/tino.org\/?p=8389"},"modified":"2025-06-11T12:40:33","modified_gmt":"2025-06-11T05:40:33","slug":"ban-do-dinh-vi-thuong-hieu-coca-cola","status":"publish","type":"post","link":"https:\/\/tino.vn\/blog\/ban-do-dinh-vi-thuong-hieu-coca-cola\/","title":{"rendered":"B\u1ea3n \u0111\u1ed3 \u0111\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u Coca-Cola – B\u00ed quy\u1ebft tr\u1edf th\u00e0nh \u201c\u00f4ng ho\u00e0ng\u201d trong ng\u00e0nh gi\u1ea3i kh\u00e1t th\u1ebf gi\u1edbi"},"content":{"rendered":"\n\n\n

Coca-Cola – m\u1ed9t c\u00e1i t\u00ean \u0111\u00e3 qu\u00e1 quen thu\u1ed9c v\u1edbi h\u00e0ng t\u1ef7 ng\u01b0\u1eddi ti\u00eau d\u00f9ng tr\u00ean to\u00e0n th\u1ebf gi\u1edbi. Nh\u01b0ng \u0111i\u1ec1u g\u00ec \u0111\u00e3 khi\u1ebfn m\u1ed9t lo\u1ea1i n\u01b0\u1edbc gi\u1ea3i kh\u00e1t \u0111\u01a1n thu\u1ea7n tr\u1edf th\u00e0nh bi\u1ec3u t\u01b0\u1ee3ng v\u0103n ho\u00e1 to\u00e0n c\u1ea7u? C\u00e2u tr\u1ea3 l\u1eddi n\u1eb1m \u1edf b\u1ea3n \u0111\u1ed3 \u0111\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u<\/a> Coca-Cola. H\u00e3y c\u00f9ng Tino Group kh\u00e1m ph\u00e1 h\u00e0nh tr\u00ecnh x\u00e2y d\u1ef1ng \u0111\u1ebf ch\u1ebf t\u1ef7 \u0111\u00f4 c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u n\u00e0y, b\u1ea1n nh\u00e9!<\/strong><\/p>\n\n\n\n

<\/a>Gi\u1edbi thi\u1ec7u b\u1ea3n \u0111\u1ed3 \u0111\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u Coca-Cola<\/strong><\/h2>\n\n\n\n

Coca-Cola l\u00e0 \u00f4ng l\u1edbn th\u1ed1ng tr\u1ecb th\u1ecb tr\u01b0\u1eddng n\u01b0\u1edbc gi\u1ea3i kh\u00e1t to\u00e0n c\u1ea7u v\u1edbi m\u1ed9t h\u00e0nh tr\u00ecnh ph\u00e1t tri\u1ec3n \u0111\u1ea7y \u1ea5n t\u01b0\u1ee3ng. Ch\u00ednh th\u1ee9c ra m\u1eaft th\u1ecb tr\u01b0\u1eddng v\u00e0o n\u0103m 1886, Coca-Cola ban \u0111\u1ea7u \u0111\u01b0\u1ee3c bi\u1ebft \u0111\u1ebfn nh\u01b0 m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u cung c\u1ea5p thu\u1ed1c tr\u1ecb c\u00e1c lo\u1ea1i b\u1ec7nh, nh\u01b0 nghi\u1ec7n morphine, r\u1ed1i lo\u1ea1n th\u1ea7n kinh hay kh\u00f3 ti\u00eau. \u0110\u00e2y l\u00e0 s\u1ea3n ph\u1ea9m ch\u1ee9a chi\u1ebft xu\u1ea5t h\u1ea1t Kola ch\u00e2u Phi do John Pemberton ph\u00e1t tri\u1ec3n.<\/p>\n\n\n

\n
\"ban-do-dinh-vi-thuong-hieu-coca-cola\"
B\u1ea3n \u0111\u1ed3 \u0111\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u Coca-Cola<\/em><\/figcaption><\/figure>\n<\/div>\n\n\n

B\u1ea3n \u0111\u1ed3 \u0111\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a Coca-Cola \u0111\u00e3 \u0111\u01b0a c\u00f4ng ty chinh ph\u1ee5c \u0111\u1ec9nh cao ng\u00e0nh n\u01b0\u1edbc gi\u1ea3i kh\u00e1t. Tuy nhi\u00ean, Coca-Cola kh\u00f4ng ph\u1ea3i l\u00fac n\u00e0o c\u0169ng l\u00e0 g\u00e3 kh\u1ed5ng l\u1ed3 n\u01b0\u1edbc gi\u1ea3i kh\u00e1t nh\u01b0 ch\u00fang ta bi\u1ebft ng\u00e0y nay. Ph\u1ea3i \u0111\u1ebfn nhi\u1ec1u n\u0103m sau, Coca-Cola m\u1edbi tr\u1edf th\u00e0nh m\u1ed9t c\u00f4ng ty n\u01b0\u1edbc gi\u1ea3i kh\u00e1t th\u1ef1c th\u1ee5. Hi\u1ec7n t\u1ea1i, Coca-Cola \u0111\u01b0\u1ee3c c\u00f4ng nh\u1eadn l\u00e0 th\u01b0\u01a1ng hi\u1ec7u n\u01b0\u1edbc gi\u1ea3i kh\u00e1t l\u1edbn nh\u1ea5t th\u1ebf gi\u1edbi v\u1edbi \u0111\u1ed9 ph\u1ee7 s\u00f3ng \u0111\u1ebfn h\u01a1n 200 qu\u1ed1c gia. V\u00e0o n\u0103m 2020, Coca-Cola gi\u1eef v\u1ecb tr\u00ed t<\/a>h\u1ee9 6 <\/a>trong top c\u00e1c th\u01b0\u01a1ng hi\u1ec7u gi\u00e1 tr\u1ecb nh\u1ea5t th\u1ebf gi\u1edbi.<\/p>\n\n\n\n

B\u00ean c\u1ea1nh vi\u1ec7c ph\u00e2n ph\u1ed1i c\u00e1c s\u1ea3n ph\u1ea9m \u0111\u00f3ng g\u00f3i quen thu\u1ed9c nh\u01b0 Coca-Cola Classic v\u00e0 Coca-Cola Light, c\u00f4ng ty c\u00f2n ho\u1ea1t \u0111\u1ed9ng theo m\u00f4 h\u00ecnh kinh doanh B2B<\/a>, cung c\u1ea5p siro cho c\u00e1c nh\u00e0 \u0111\u00f3ng chai tr\u00ean to\u00e0n c\u1ea7u.<\/p>\n\n\n\n

S\u1ef1 th\u00e0nh c\u00f4ng r\u1ef1c r\u1ee1 c\u1ee7a Coca-Cola kh\u00f4ng ch\u1ec9 xu\u1ea5t ph\u00e1t t\u1eeb ch\u1ea5t l\u01b0\u1ee3ng s\u1ea3n ph\u1ea9m m\u00e0 nh\u1edd v\u00e0o m\u1ed9t chi\u1ebfn l\u01b0\u1ee3c \u0111\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u \u0111\u1ed9c \u0111\u00e1o. Thay v\u00ec t\u1eadp trung v\u00e0o c\u00e1c \u0111\u1eb7c t\u00ednh s\u1ea3n ph\u1ea9m, Coca-Cola \u0111\u00e3 kh\u00e9o l\u00e9o x\u00e2y d\u1ef1ng h\u00ecnh \u1ea3nh g\u1eafn li\u1ec1n v\u1edbi ni\u1ec1m vui, h\u1ea1nh ph\u00fac v\u00e0 nh\u1eefng kho\u1ea3nh kh\u1eafc \u0111\u00e1ng nh\u1edb. C\u00e1ch ti\u1ebfp c\u1eadn v\u1ec1 m\u1eb7t c\u1ea3m x\u00fac n\u00e0y \u0111\u00e3 gi\u00fap th\u01b0\u01a1ng hi\u1ec7u chi\u1ebfm tr\u1ecdn tr\u00e1i tim ng\u01b0\u1eddi ti\u00eau d\u00f9ng tr\u00ean to\u00e0n th\u1ebf gi\u1edbi.<\/p>\n\n\n\n

<\/a>Tuy\u00ean b\u1ed1 \u0111\u1ecbnh v\u1ecb c\u1ee7a Coca-Cola<\/strong><\/h2>\n\n\n\n

\u0110\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u l\u00e0 chi\u1ebfn l\u01b0\u1ee3c x\u00e1c \u0111\u1ecbnh c\u00e1ch m\u1ed9t s\u1ea3n ph\u1ea9m tr\u1edf n\u00ean kh\u00e1c bi\u1ec7t so v\u1edbi \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh gi\u1eefa \u201cbi\u1ec3n tr\u1eddi r\u1ed9ng l\u1edbn\u201d. D\u00f9 th\u1ecb tr\u01b0\u1eddng n\u01b0\u1edbc gi\u1ea3i kh\u00e1t kh\u00f4ng ph\u1ea3i l\u00fac n\u00e0o c\u0169ng l\u1edbn nh\u01b0 hi\u1ec7n t\u1ea1i, nh\u01b0ng Coca-Cola c\u0169ng \u0111\u00e3 tr\u1ea3i qua nh\u1eefng giai \u0111o\u1ea1n c\u1ea1nh tranh c\u1ef1c k\u1ef3 kh\u1ed1c li\u1ec7t. Ch\u00ednh v\u00ec th\u1ebf, Coca-Cola bu\u1ed9c ph\u1ea3i t\u00ecm c\u00e1ch th\u1ec3 hi\u1ec7n \u0111i\u1ec3m kh\u00e1c bi\u1ec7t so v\u1edbi c\u00e1c th\u01b0\u01a1ng hi\u1ec7u h\u00e0ng \u0111\u1ea7u. M\u1ee5c ti\u00eau c\u1ee7a Coca-Cola l\u00e0 v\u1eeba s\u1edf h\u1eefu \u0111i\u1ec3m t\u01b0\u01a1ng \u0111\u1ed3ng, v\u1eeba t\u1ea1o ra \u0111i\u1ec3m b\u00e1n h\u00e0ng \u0111\u1ed9c \u0111\u00e1o h\u01a1n so v\u1edbi nh\u1eefng th\u01b0\u01a1ng hi\u1ec7u c\u00f9ng ph\u00e2n kh\u00fac.<\/p>\n\n\n

\n
\"tuyen-bo-dinh-vi-cua-coca-cola\"
Tuy\u00ean b\u1ed1 \u0111\u1ecbnh v\u1ecb c\u1ee7a Coca-Cola<\/em><\/figcaption><\/figure>\n<\/div>\n\n\n

H\u1ea7u h\u1ebft c\u00e1c h\u00e3ng \u0111\u1ed3 u\u1ed1ng \u0111\u1ec1u \u00e1p d\u1ee5ng chi\u1ebfn l\u01b0\u1ee3c ti\u1ebfp c\u1eadn kh\u00e1ch h\u00e0ng t\u01b0\u01a1ng t\u1ef1 nhau khi \u0111\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u. M\u1ed9t s\u1ed1 c\u00e1i t\u00ean \u0111\u00e1ng ch\u00fa \u00fd nh\u01b0 Pepsi hay Redbull \u0111\u1ec1u h\u01b0\u1edbng \u0111\u1ebfn nh\u1eefng gi\u00e1 tr\u1ecb nh\u01b0 s\u1ef1 t\u01b0\u01a1i m\u00e1t, ngu\u1ed3n n\u0103ng l\u01b0\u1ee3ng d\u1ea1t d\u00e0o hay s\u1ee9c s\u1ed1ng m\u1ea1nh m\u1ebd. \u0110\u00e2y l\u00e0 minh ch\u1ee9ng cho vi\u1ec7c \u0111\u1ecbnh h\u00ecnh th\u01b0\u01a1ng hi\u1ec7u t\u01b0\u01a1ng \u0111\u1ed3ng nhau.<\/p>\n\n\n\n

Trong khi \u0111\u00f3, Coca-Cola v\u01b0\u1ee3t xa nh\u1eefng \u0111i\u1ec1u c\u01a1 b\u1ea3n nh\u01b0 l\u00e0 h\u1ee9a h\u1eb9n v\u1ec1 m\u1ed9t th\u1ee9c u\u1ed1ng gi\u1ea3i kh\u00e1t ho\u00e0n h\u1ea3o. Th\u01b0\u01a1ng hi\u1ec7u \u0111\u1ecbnh v\u1ecb m\u00ecnh l\u00e0 c\u00f4ng ty n\u01b0\u1edbc gi\u1ea3i kh\u00e1t \u201cnguy\u00ean b\u1ea3n\u201d th\u00f4ng qua ti\u1ebfn tr\u00ecnh l\u1ecbch s\u1eed d\u00e0y v\u00e0 n\u1ec1n t\u1ea3ng chuy\u1ec3n \u0111\u1ed5i t\u1eeb s\u1ea3n ph\u1ea9m n\u00e0y sang s\u1ea3n ph\u1ea9m kh\u00e1c. Kh\u00f4ng gi\u1ed1ng nh\u01b0 nh\u1eefng th\u01b0\u01a1ng hi\u1ec7u kh\u00e1c, h\u1ecd \u0111\u1ea7u t\u01b0 r\u1ea5t nhi\u1ec1u v\u00e0o vi\u1ec7c x\u00e2y d\u1ef1ng m\u1ed1i quan h\u1ec7 c\u1ea3m x\u00fac v\u1edbi kh\u00e1ch h\u00e0ng.<\/p>\n\n\n\n

Coca-Cola mang \u0111\u1ebfn cho kh\u00e1ch h\u00e0ng ni\u1ec1m h\u1ea1nh ph\u00fac, s\u1ef1 vui v\u1ebb v\u00e0 c\u01a1 h\u1ed9i tr\u1edf th\u00e0nh m\u1ed9t ph\u1ea7n c\u1ee7a c\u1ed9ng \u0111\u1ed3ng to\u00e0n c\u1ea7u. C\u00e1c chi\u1ebfn l\u01b0\u1ee3c qu\u1ea3ng c\u00e1o v\u00e0 x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a c\u00f4ng ty \u0111\u1ec1u xoay quanh c\u1ed9ng \u0111\u1ed3ng, ni\u1ec1m \u0111am m\u00ea v\u00e0 tr\u1ea3i nghi\u1ec7m. C\u00f4ng ty c\u0169ng \u0111\u1ecbnh v\u1ecb m\u00ecnh l\u00e0 m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u “cao c\u1ea5p”.<\/p>\n\n\n\n

D\u00f9 hi\u1ec7n t\u1ea1i c\u00f3 nhi\u1ec1u s\u1ea3n ph\u1ea9m r\u1ebb h\u01a1n tr\u00ean th\u1ecb tr\u01b0\u1eddng, Coca-Cola – c\u00f3 m\u1ee9c gi\u00e1 cao h\u01a1n – v\u1eabn gi\u1eef v\u1eefng v\u1ecb th\u1ebf c\u1ee7a m\u00ecnh nh\u1edd v\u00e0o h\u01b0\u01a1ng v\u1ecb \u0111\u1ed9c \u0111\u00e1o v\u00e0 gi\u00e1 tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u. H\u01a1n n\u1eefa, so v\u1edbi nh\u1eefng th\u01b0\u01a1ng hi\u1ec7u kh\u00e1c, Coca-Cola kh\u00f4ng ng\u1eebng th\u1eed nghi\u1ec7m. H\u1ecd li\u00ean t\u1ee5c gi\u1edbi thi\u1ec7u c\u00e1c phi\u00ean b\u1ea3n s\u1ea3n ph\u1ea9m m\u1edbi \u0111\u1ec3 thu h\u00fat nhi\u1ec1u th\u1ebf h\u1ec7 v\u00e0 \u0111\u1ed1i t\u01b0\u1ee3ng kh\u00e1ch h\u00e0ng kh\u00e1c nhau.<\/p>\n\n\n\n

<\/a>Ph\u00e2n kh\u00fac th\u1ecb tr\u01b0\u1eddng Coca-Cola: Ph\u00e2n kh\u00fac kh\u00e1ch h\u00e0ng<\/strong><\/h2>\n\n\n\n

\u0110\u1ec3 hi\u1ec3u r\u00f5 h\u01a1n v\u1ec1 chi\u1ebfn l\u01b0\u1ee3c ti\u1ebfp th\u1ecb v\u00e0 b\u1ea3n \u0111\u1ed3 \u0111\u1ecbnh v\u1ecb Coca-Cola, vi\u1ec7c ph\u00e2n t\u00edch c\u00e1c ph\u00e2n kh\u00fac th\u1ecb tr\u01b0\u1eddng c\u0169ng r\u1ea5t quan tr\u1ecdng. Coca-Cola \u0111\u00e3 \u00e1p d\u1ee5ng ph\u01b0\u01a1ng th\u1ee9c ti\u1ebfp c\u1eadn tinh vi, nh\u1eafm \u0111\u1ebfn 4 nh\u00f3m ph\u00e2n kh\u00fac kh\u00e1ch h\u00e0ng kh\u00e1c nhau, bao g\u1ed3m: nh\u00e2n kh\u1ea9u h\u1ecdc, \u0111\u1ecba l\u00fd, h\u00e0nh vi v\u00e0 t\u00e2m l\u00fd h\u1ecdc.<\/p>\n\n\n\n

<\/a>#1. Ph\u00e2n kh\u00fac nh\u00e2n kh\u1ea9u h\u1ecdc<\/strong><\/h3>\n\n\n\n

Coca-Cola h\u01b0\u1edbng \u0111\u1ebfn nh\u00f3m \u0111\u1ed1i t\u01b0\u1ee3ng kh\u00e1ch h\u00e0ng<\/a> \u0111a d\u1ea1ng, bao g\u1ed3m c\u1ea3 ng\u01b0\u1eddi tr\u1ebb v\u00e0 ng\u01b0\u1eddi tr\u01b0\u1edfng th\u00e0nh, t\u1eeb kho\u1ea3ng 10 – 40 tu\u1ed5i. V\u1edbi nhi\u1ec1u lo\u1ea1i s\u1ea3n ph\u1ea9m kh\u00e1c nhau, Coca-Cola \u0111\u00e3 \u0111\u00e1p \u1ee9ng nhu c\u1ea7u c\u1ee7a gi\u1edbi tr\u1ebb c\u0169ng nh\u01b0 ng\u01b0\u1eddi l\u1edbn. Th\u01b0\u01a1ng hi\u1ec7u \u0111\u1ea7u t\u01b0 v\u00e0o nhi\u1ec1u k\u00eanh truy\u1ec1n th\u00f4ng kh\u00e1c nhau, t\u1eeb truy\u1ec1n th\u1ed1ng truy\u1ec1n th\u1ed1ng \u0111\u1ebfn qu\u1ea3ng c\u00e1o truy\u1ec1n h\u00ecnh, ti\u1ebfp th\u1ecb k\u1ef9 thu\u1eadt s\u1ed1, nh\u1eb1m ti\u1ebfp c\u1eadn m\u1ecdi \u0111\u1ed1i t\u01b0\u1ee3ng kh\u00e1ch h\u00e0ng.<\/p>\n\n\n\n

<\/a>#2. Ph\u00e2n kh\u00fac \u0111\u1ecba l\u00fd<\/strong><\/h3>\n\n\n\n

D\u00f9 c\u00f3 m\u1eb7t tr\u00ean to\u00e0n th\u1ebf gi\u1edbi, Coca-Cola t\u1eadp trung ch\u1ee7 y\u1ebfu v\u00e0o c\u00e1c khu v\u1ef1c \u0111\u00f4 th\u1ecb. Hi\u1ec7n t\u1ea1i, khu v\u1ef1c Ch\u00e2u \u00c2u, Trung \u0110\u00f4ng v\u00e0 Ch\u00e2u Phi d\u1eabn \u0111\u1ea7u v\u1ec1 doanh s\u1ed1 s\u1ea3n ph\u1ea9m, chi\u1ebfm 28% <\/a>th\u1ecb ph\u1ea7n. Tuy nhi\u00ean, th\u1ecb tr\u01b0\u1eddng B\u1eafc M\u1ef9 v\u1eabn \u0111\u00f3ng g\u00f3p l\u1edbn nh\u1ea5t v\u1ec1 doanh thu cho Coca-Cola v\u1edbi t\u1ef7 l\u1ec7 36,5%<\/a>. C\u00f4ng ty \u0111i\u1ec1u ch\u1ec9nh chi\u1ebfn l\u01b0\u1ee3c ti\u1ebfp th\u1ecb \u0111\u1ec3 ph\u00f9 h\u1ee3p v\u1edbi kh\u1ea9u v\u1ecb v\u00e0 gi\u00e1 tr\u1ecb c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng \u1edf t\u1eebng khu v\u1ef1c, \u0111\u1ed3ng th\u1eddi s\u1ea3n xu\u1ea5t c\u00e1c s\u1ea3n ph\u1ea9m \u0111\u1eb7c bi\u1ec7t cho m\u1ed9t s\u1ed1 qu\u1ed1c gia nh\u1ea5t \u0111\u1ecbnh.<\/p>\n\n\n

\n
\"phan-khuc-thi-truong-cua-coca-cola\"
Ph\u00e2n kh\u00fac th\u1ecb tr\u01b0\u1eddng c\u1ee7a Coca-Cola<\/em><\/figcaption><\/figure>\n<\/div>\n\n\n

<\/a>#3. Ph\u00e2n kh\u00fac h\u00e0nh vi<\/strong><\/h3>\n\n\n\n

Coca-Cola h\u01b0\u1edbng \u0111\u1ebfn nh\u1eefng kh\u00e1ch h\u00e0ng d\u1ec5 g\u1ea7n, c\u00e1 t\u00ednh v\u00e0 y\u00eau th\u00edch s\u1ef1 vui t\u01b0\u01a1i. Kh\u00f4ng ch\u1ec9 t\u1eadp trung v\u00e0o kh\u00e1ch h\u00e0ng trung th\u00e0nh, Coca-Cola c\u00f2n h\u01b0\u1edbng \u0111\u1ebfn nh\u1eefng ng\u01b0\u1eddi ti\u00eau d\u00f9ng th\u01b0\u1edfng th\u1ee9c s\u1ea3n ph\u1ea9m theo th\u1eddi v\u1ee5. Coca-Cola mu\u1ed1n truy\u1ec1n c\u1ea3m h\u1ee9ng cho m\u1ecdi ng\u01b0\u1eddi tr\u1ea3i nghi\u1ec7m “ph\u00eda b\u00ean kia cu\u1ed9c s\u1ed1ng” c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u. C\u00f4ng ty c\u0169ng \u0111\u1ea7u t\u01b0 m\u1ea1nh v\u00e0o nghi\u00ean c\u1ee9u \u0111\u1ec3 hi\u1ec3u r\u00f5 h\u01a1n v\u1ec1 quan \u0111i\u1ec3m v\u00e0 \u00fd \u0111\u1ecbnh c\u1ee7a kh\u00e1ch h\u00e0ng.<\/p>\n\n\n\n

<\/a>#4. Ph\u00e2n kh\u00fac t\u00e2m l\u00fd<\/strong><\/h3>\n\n\n\n

Ph\u00e2n kh\u00fac t\u00e2m l\u00fd h\u1ecdc c\u1ee7a Coca-Cola t\u1eadp trung v\u00e0o nh\u1eefng kh\u00e1ch h\u00e0ng thu\u1ed9c c\u00e1c nh\u00f3m \u201cAspirer\u201d (ng\u01b0\u1eddi c\u00f3 kh\u00e1t v\u1ecdng), \u201cSucceeder\u201d (ng\u01b0\u1eddi th\u00e0nh c\u00f4ng) v\u00e0 \u201cExplorer\u201d (ng\u01b0\u1eddi kh\u00e1m ph\u00e1). Coca-Cola \u0111\u1eb7c bi\u1ec7t nh\u1eafm \u0111\u1ebfn nh\u1eefng c\u00e1 nh\u00e2n \u201cconscious progressive\u201d (ti\u1ebfn b\u1ed9 v\u00e0 c\u00f3 \u00fd th\u1ee9c), nh\u1eefng ng\u01b0\u1eddi \u0111\u00e1nh gi\u00e1 cao s\u1ef1 \u0111\u1ed9c l\u1eadp v\u00e0 ph\u00e1t tri\u1ec3n c\u00e1 nh\u00e2n. \u0110i\u1ec1u n\u00e0y \u0111\u01b0\u1ee3c th\u1ec3 hi\u1ec7n qua c\u00e1c chi\u1ebfn d\u1ecbch ti\u1ebfp th\u1ecb nh\u01b0 \u201cShare a Coke\u201d v\u00e0 cam k\u1ebft c\u1ee7a c\u00f4ng ty \u0111\u1ed1i v\u1edbi s\u1ef1 ph\u00e1t tri\u1ec3n b\u1ec1n v\u1eefng, \u0111\u1ed5i m\u1edbi.<\/p>\n\n\n\n

<\/a>V\u1ecb th\u1ebf c\u1ee7a Coca-Cola – \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh ch\u00ednh tr\u00ean th\u1ecb tr\u01b0\u1eddng<\/strong><\/h2>\n\n\n\n

Coca-Cola hi\u1ec7n l\u00e0 \u201c\u00f4ng l\u1edbn\u201d \u0111\u1ee9ng \u0111\u1ea7u trong ng\u00e0nh c\u00f4ng nghi\u1ec7p n\u01b0\u1edbc gi\u1ea3i kh\u00e1t tr\u00ean to\u00e0n c\u1ea7u. V\u1edbi gi\u00e1 tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u v\u00e0 \u0111\u1ecbnh v\u1ecb v\u1eefng v\u00e0ng, Coca-Cola \u0111\u00e3 x\u00e2y d\u1ef1ng m\u1ed9t \u0111\u1ebf ch\u1ebf \u0111\u1ed3 u\u1ed1ng l\u1edbn m\u1ea1nh. Tuy nhi\u00ean, v\u1ecb th\u1ebf d\u1eabn \u0111\u1ea7u n\u00e0y kh\u00f4ng \u0111\u1ed3ng ngh\u0129a v\u1edbi vi\u1ec7c Coca-Cola kh\u00f4ng c\u00f3 \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh.<\/p>\n\n\n

\n
\"ban-do-dinh-vi-vi-the-cua-coca-cola\"
B\u1ea3n \u0111\u1ed3 \u0111\u1ecbnh v\u1ecb v\u1ecb th\u1ebf c\u1ee7a Coca-Cola<\/em><\/figcaption><\/figure>\n<\/div>\n\n\n

PepsiCo \u0111\u01b0\u1ee3c xem l\u00e0 \u201c\u0111\u1ed1i th\u1ee7 truy\u1ec1n ki\u1ebfp\u201d c\u1ee7a Coca-Cola. C\u1ea3 hai th\u01b0\u01a1ng hi\u1ec7u s\u1edf h\u1eefu danh m\u1ee5c s\u1ea3n ph\u1ea9m v\u00e0 th\u1ecb tr\u01b0\u1eddng m\u1ee5c ti\u00eau t\u01b0\u01a1ng \u0111\u1ed3ng, t\u1ea1o n\u00ean m\u1ed9t cu\u1ed9c chi\u1ebfn kh\u00f4ng khoan nh\u01b0\u1ee3ng k\u00e9o d\u00e0i h\u00e0ng th\u1eadp k\u1ef7. Th\u1eadm ch\u00ed, Pepsi c\u00f2n th\u1ef1c hi\u1ec7n c\u00e1c th\u1eed nghi\u1ec7m m\u00f9 \u0111\u1ec3 ch\u1ee9ng minh s\u1ef1 \u01b0u vi\u1ec7t c\u1ee7a s\u1ea3n ph\u1ea9m so v\u1edbi Coca-Cola. D\u00f9 v\u1eady, Coca-Cola v\u1eabn gi\u1eef v\u1eefng ng\u00f4i v\u1ecb qu\u00e1n qu\u00e2n v\u1edbi th\u1ecb ph\u1ea7n 46,3% t\u1ea1i th\u1ecb tr\u01b0\u1eddng n\u01b0\u1edbc gi\u1ea3i kh\u00e1t c\u00f3 gas t\u1ea1i Hoa K\u1ef3, trong khi PepsiCo ch\u1ec9 \u0111\u1ea1t 25,6% v\u00e0o n\u0103m 2021.<\/p>\n\n\n\n

B\u00ean c\u1ea1nh PepsiCo, Coca-Cola c\u00f2n \u0111\u1ed1i m\u1eb7t v\u1edbi s\u1ef1 c\u1ea1nh tranh t\u1eeb nhi\u1ec1u th\u01b0\u01a1ng hi\u1ec7u kh\u00e1c, nh\u01b0 Keurig Dr Pepper, Tetra Pak v\u00e0 Red Bull. D\u00f9 v\u1eady, v\u1edbi s\u1ee9c m\u1ea1nh th\u01b0\u01a1ng hi\u1ec7u v\u00e0 kinh nghi\u1ec7m d\u00e0y d\u1ea1n, Coca-Cola v\u1eabn gi\u1eef v\u1ecb tr\u00ed d\u1eabn \u0111\u1ea7u v\u00e0 ti\u1ebfp t\u1ee5c kh\u1eb3ng \u0111\u1ecbnh gi\u00e1 tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a m\u00ecnh tr\u00ean to\u00e0n c\u1ea7u.<\/p>\n\n\n\n

<\/a>Chi\u1ebfn l\u01b0\u1ee3c ti\u1ebfp th\u1ecb c\u1ee7a Coca-Cola<\/strong><\/h2>\n\n\n\n

Coca-Cola s\u1edf h\u1eefu m\u1ed9t chi\u1ebfn l\u01b0\u1ee3c ti\u1ebfp th\u1ecb to\u00e0n di\u1ec7n v\u00e0 s\u00e1ng t\u1ea1o. Th\u01b0\u01a1ng hi\u1ec7u t\u1eadn d\u1ee5ng \u0111a d\u1ea1ng k\u00eanh v\u00e0 ph\u01b0\u01a1ng ph\u00e1p kh\u00e1c nhau, t\u1eeb qu\u1ea3ng c\u00e1o truy\u1ec1n h\u00ecnh, h\u1ee3p t\u00e1c v\u1edbi Influencers, chi\u1ebfn d\u1ecbch x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u s\u1ed1 \u0111\u1ebfn c\u00e1c chi\u1ebfn l\u01b0\u1ee3c k\u1ef9 thu\u1eadt s\u1ed1.<\/p>\n\n\n\n

\u0110i\u1ec3m nh\u1ea5n trong chi\u1ebfn l\u01b0\u1ee3c ti\u1ebfp th\u1ecb Coca-Cola l\u00e0 x\u00e2y d\u1ef1ng h\u00ecnh \u1ea3nh th\u01b0\u01a1ng hi\u1ec7u g\u1eafn v\u1edbi l\u1ed1i s\u1ed1ng thay v\u00ec t\u1eadp trung v\u00e0o s\u1ea3n ph\u1ea9m. Slogan nh\u01b0 \u201cReal Magic\u201d, \u201cOpen Happiness\u201d hay \u201cChoose Happiness\u201d l\u00e0 minh ch\u1ee9ng r\u00f5 n\u00e9t cho chi\u1ebfn l\u01b0\u1ee3c n\u00e0y.<\/p>\n\n\n\n

B\u00ean c\u1ea1nh \u0111\u00f3, Coca-Cola c\u0169ng kh\u00f4ng ng\u1eebng \u0111\u1ed5i m\u1edbi khi li\u00ean t\u1ee5c ra m\u1eaft nh\u1eefng d\u00f2ng s\u1ea3n ph\u1ea9m m\u1edbi, nh\u01b0 Coca-Cola c\u00e0 ph\u00ea, Coca-Cola n\u01b0\u1edbc t\u0103ng l\u1ef1c v\u00e0 c\u00e1c h\u01b0\u01a1ng v\u1ecb \u0111\u1ed9c \u0111\u00e1o kh\u00e1c nh\u1eb1m k\u00edch th\u00edch s\u1ef1 t\u00f2 m\u00f2 c\u1ee7a kh\u00e1ch h\u00e0ng. Th\u01b0\u01a1ng hi\u1ec7u c\u0169ng ch\u00fa tr\u1ecdng v\u00e0o vi\u1ec7c \u0111i\u1ec1u ch\u1ec9nh chi\u1ebfn d\u1ecbch ti\u1ebfp th\u1ecb theo t\u1eebng khu v\u1ef1c \u0111\u1ecba l\u00fd, nh\u01b0 d\u00f9ng h\u00ecnh \u1ea3nh cricket cho qu\u1ea3ng c\u00e1o t\u1ea1i \u1ea4n \u0110\u1ed9 v\u00e0 b\u00f3ng \u0111\u00e1 cho Anh v\u00e0 M\u1ef9.<\/p>\n\n\n\n

M\u1ed9t trong nh\u1eefng chi\u1ebfn d\u1ecbch th\u00e0nh c\u00f4ng nh\u1ea5t c\u1ee7a Coca-Cola l\u00e0 \u201cShake a Coke\u201d. Chi\u1ebfn d\u1ecbch n\u00e0y khuy\u1ebfn kh\u00edch kh\u00e1ch h\u00e0ng t\u00ecm ki\u1ebfm chai ho\u1eb7c lon Coca-Cola c\u00f3 in t\u00ean ri\u00eang c\u1ee7a m\u00ecnh. Kh\u00f4ng ch\u1ec9 gi\u00fap t\u0103ng doanh s\u1ed1, chi\u1ebfn d\u1ecbch n\u00e0y c\u00f2n t\u1ea1o n\u00ean c\u01a1n s\u1ed1t tr\u00ean m\u1ea1ng x\u00e3 h\u1ed9i v\u1edbi hashtag: #shakecoke.<\/p>\n\n\n\n

Ngo\u00e0i ra, Coca-Cola c\u00f2n h\u1ee3p t\u00e1c v\u1edbi c\u00e1c c\u00f4ng ty v\u00e0 t\u00e0i tr\u1ee3 cho nh\u1eefng s\u1ef1 ki\u1ec7n l\u1edbn, nh\u01b0 th\u1ebf v\u1eadn h\u1ed9i Olympic v\u00e0 ch\u01b0\u01a1ng tr\u00ecnh American Idol. \u0110\u00e2y l\u00e0 c\u00e1ch gi\u00fap th\u01b0\u01a1ng hi\u1ec7u t\u0103ng \u0111\u1ed9 ph\u1ee7 s\u00f3ng v\u00e0 h\u00ecnh \u1ea3nh c\u1ee7a m\u00ecnh.<\/p>\n\n\n\n

<\/a>Chi\u1ebfn l\u01b0\u1ee3c ti\u1ebfp th\u1ecb \u201cOne Brand\u201d c\u1ee7a Coca-Cola<\/strong><\/h2>\n\n\n\n

Coca-Cola \u0111\u00e3 m\u1edf ra m\u1ed9t chi\u1ebfn l\u01b0\u1ee3c m\u1edbi b\u1eb1ng c\u00e1ch tri\u1ec3n khai chi\u1ebfn d\u1ecbch “One Brand”. M\u1ee5c ti\u00eau c\u1ee7a chi\u1ebfn d\u1ecbch n\u00e0y l\u00e0 th\u1ed1ng nh\u1ea5t v\u00e0 t\u0103ng c\u01b0\u1eddng s\u1ee9c m\u1ea1nh cho to\u00e0n b\u1ed9 danh m\u1ee5c s\u1ea3n ph\u1ea9m c\u1ee7a m\u00ecnh.<\/p>\n\n\n\n

Thay v\u00ec qu\u1ea3ng b\u00e1 ri\u00eang l\u1ebb t\u1eebng s\u1ea3n ph\u1ea9m, Coca-Cola \u0111\u00e3 t\u1eadp trung v\u00e0o vi\u1ec7c t\u1ea1o n\u00ean m\u1ed9t di\u1ec7n m\u1ea1o \u0111\u1ed3ng nh\u1ea5t qua vi\u1ec7c \u0111i\u1ec1u ch\u1ec9nh bao b\u00ec v\u00e0 v\u1eadt li\u1ec7u ti\u1ebfp th\u1ecb. Nh\u1edd \u0111\u00f3, kh\u00e1ch h\u00e0ng c\u00f3 th\u1ec3 nh\u1eadn di\u1ec7n r\u00f5 h\u01a1n v\u1ec1 s\u1ef1 \u0111a d\u1ea1ng c\u1ee7a s\u1ea3n ph\u1ea9m d\u01b0\u1edbi m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u chung.<\/p>\n\n\n\n

B\u00ean c\u1ea1nh \u0111\u00f3, vi\u1ec7c thay \u0111\u1ed5i slogan t\u1eeb “Open happiness” th\u00e0nh “Choose happiness” nh\u1ea5n m\u1ea1nh quy\u1ec1n l\u1ef1a ch\u1ecdn c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng v\u00e0 kh\u1eb3ng \u0111\u1ecbnh cam k\u1ebft \u0111\u00e1p \u1ee9ng \u0111a d\u1ea1ng nhu c\u1ea7u c\u1ee7a kh\u00e1ch h\u00e0ng.<\/p>\n\n\n\n

\u0110\u1ec3 n\u00e2ng cao nh\u1eadn th\u1ee9c v\u1ec1 s\u1ea3n ph\u1ea9m, Coca-Cola \u0111\u00e3 \u0111\u1ea7u t\u01b0 v\u00e0o nh\u1eefng t\u00e0i li\u1ec7u ti\u1ebfp th\u1ecb nh\u1eb1m cung c\u1ea5p th\u00f4ng tin chi ti\u1ebft v\u1ec1 th\u00e0nh ph\u1ea7n, \u0111\u1eb7c \u0111i\u1ec3m c\u1ee7a t\u1eebng lo\u1ea1i \u0111\u1ed3 u\u1ed1ng. \u0110i\u1ec1u n\u00e0y gi\u00fap kh\u00e1ch h\u00e0ng hi\u1ec3u r\u00f5 h\u01a1n v\u1ec1 s\u1ef1 kh\u00e1c bi\u1ec7t gi\u1eefa c\u00e1c s\u1ea3n ph\u1ea9m v\u00e0 \u0111\u01b0a ra l\u1ef1a ch\u1ecdn ph\u00f9 h\u1ee3p.<\/p>\n\n\n

\n
\"chien-luoc-tiep-thi-one-brand-cua-coca-cola\"
Chi\u1ebfn l\u01b0\u1ee3c ti\u1ebfp th\u1ecb “One Brand” c\u1ee7a Coca-Cola<\/em><\/figcaption><\/figure>\n<\/div>\n\n\n

V\u1edbi chi\u1ebfn l\u01b0\u1ee3c “One Brand”, Coca-Cola kh\u00f4ng ch\u1ec9 t\u1ea1o ra m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u m\u1ea1nh m\u1ebd m\u00e0 c\u00f2n x\u00e2y d\u1ef1ng m\u1ed1i quan h\u1ec7 b\u1ec1n v\u1eefng v\u1edbi kh\u00e1ch h\u00e0ng b\u1eb1ng c\u00e1ch \u0111\u00e1p \u1ee9ng \u0111a d\u1ea1ng nhu c\u1ea7u v\u00e0 s\u1edf th\u00edch.<\/p>\n\n\n\n

T\u00f3m l\u1ea1i, chi\u1ebfn l\u01b0\u1ee3c “One Brand” c\u1ee7a Coca-Cola l\u00e0 m\u1ed9t b\u01b0\u1edbc \u0111i t\u00e1o b\u1ea1o nh\u1eb1m t\u0103ng s\u1ee9c m\u1ea1nh th\u01b0\u01a1ng hi\u1ec7u, n\u00e2ng cao nh\u1eadn th\u1ee9c kh\u00e1ch h\u00e0ng v\u00e0 m\u1edf r\u1ed9ng c\u01a1 h\u1ed9i kinh doanh.<\/p>\n\n\n\n

<\/a>Kh\u00e1m ph\u00e1 b\u1ea3n \u0111\u1ed3 \u0111\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u Coca-Cola<\/strong><\/h2>\n\n\n\n

B\u1ea3n \u0111\u1ed3 \u0111\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u Coca-Cola \u0111\u00e3 gi\u00fap th\u01b0\u01a1ng hi\u1ec7u tr\u1edf n\u00ean n\u1ed5i b\u1eadt gi\u1eefa v\u00f4 s\u1ed1 \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh trong m\u1ed9t ng\u00e0nh c\u00f4ng nghi\u1ec7p kh\u00f4ng ng\u1eebng ph\u00e1t tri\u1ec3n. Th\u00e0nh c\u00f4ng c\u1ee7a Coca-Cola kh\u00f4ng ph\u1ea3i l\u00e0 ng\u1eabu nhi\u00ean m\u00e0 l\u00e0 k\u1ebft qu\u1ea3 c\u1ee7a m\u1ed9t lo\u1ea1t c\u00e1c chi\u1ebfn l\u01b0\u1ee3c t\u1ec9 m\u1ec9 v\u00e0 s\u00e1ng t\u1ea1o.<\/p>\n\n\n\n

T\u1eeb vi\u1ec7c thi\u1ebft k\u1ebf logo cho \u0111\u1ebfn c\u00e1ch s\u1eed d\u1ee5ng bao b\u00ec v\u00e0 c\u00e1c s\u1ea3n ph\u1ea9m kh\u00e1c nhau tr\u00ean to\u00e0n th\u1ebf gi\u1edbi, Coca-Cola \u0111\u00e3 lu\u00f4n c\u1ed1 g\u1eafng kh\u1eb3ng \u0111\u1ecbnh m\u00ecnh kh\u00f4ng ch\u1ec9 l\u00e0 m\u1ed9t c\u00f4ng ty ti\u00ean phong m\u00e0 c\u00f2n l\u00e0 m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u v\u1ec1 l\u1ed1i s\u1ed1ng, cam k\u1ebft mang l\u1ea1i nh\u1eefng tr\u1ea3i nghi\u1ec7m \u0111\u1ed9c \u0111\u00e1o cho m\u1ecdi ng\u01b0\u1eddi t\u1eeb m\u1ecdi khu v\u1ef1c v\u00e0 ph\u00e2n kh\u00fac.<\/p>\n\n\n\n

Di s\u1ea3n l\u1ecbch s\u1eed k\u1ebft h\u1ee3p v\u1edbi s\u1ef1 \u0111\u1ed5i m\u1edbi kh\u00f4ng ng\u1eebng l\u00e0 n\u1ec1n t\u1ea3ng v\u1eefng ch\u1eafc cho th\u01b0\u01a1ng hi\u1ec7u Coca-Cola. C\u00f4ng ty lu\u00f4n t\u00ecm ki\u1ebfm nh\u1eefng th\u1ecb tr\u01b0\u1eddng m\u1edbi v\u00e0 c\u00e1ch th\u1ee9c m\u1edbi \u0111\u1ec3 th\u1ec3 hi\u1ec7n gi\u00e1 tr\u1ecb \u0111\u1ed9c \u0111\u00e1o c\u1ee7a m\u00ecnh.<\/p>\n\n\n\n

\u0110i\u1ec1u quan tr\u1ecdng nh\u1ea5t l\u00e0 kh\u1ea3 n\u0103ng k\u1ebft n\u1ed1i v\u1edbi kh\u00e1ch h\u00e0ng c\u1ee7a Coca-Cola. Thay v\u00ec ch\u1ec9 t\u1eadp trung v\u00e0o s\u1ea3n ph\u1ea9m, c\u00f4ng ty x\u00e2y d\u1ef1ng m\u1ed9t tr\u1ea3i nghi\u1ec7m \u0111\u1ea7y c\u1ea3m x\u00fac th\u00f4ng qua c\u00e1c chi\u1ebfn d\u1ecbch ti\u1ebfp th\u1ecb v\u00e0 x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u, bi\u1ebfn Coca-Cola tr\u1edf th\u00e0nh m\u1ed9t c\u00e1i t\u00ean quen thu\u1ed9c tr\u00ean to\u00e0n c\u1ea7u.<\/p>\n\n\n\n

T\u00f3m l\u1ea1i, b\u1ea3n \u0111\u1ed3 \u0111\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a Coca-Cola \u0111\u01b0\u1ee3c x\u00e2y d\u1ef1ng tr\u00ean n\u1ec1n t\u1ea3ng c\u1ee7a di s\u1ea3n, \u0111\u1ed5i m\u1edbi v\u00e0 s\u1ef1 k\u1ebft n\u1ed1i c\u1ea3m x\u00fac v\u1edbi kh\u00e1ch h\u00e0ng. Th\u01b0\u01a1ng hi\u1ec7u n\u00e0y \u0111\u00e3 th\u00e0nh c\u00f4ng trong vi\u1ec7c \u0111\u1ecbnh v\u1ecb m\u00ecnh kh\u00f4ng ch\u1ec9 l\u00e0 m\u1ed9t s\u1ea3n ph\u1ea9m m\u00e0 c\u00f2n l\u00e0 m\u1ed9t ph\u1ea7n c\u1ee7a l\u1ed1i s\u1ed1ng.<\/p>\n\n\n\n

Nh\u00ecn chung, b\u1ea3n \u0111\u1ed3 \u0111\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a Coca-Cola \u0111\u01b0\u1ee3c x\u00e2y d\u1ef1ng tr\u00ean ba tr\u1ee5 c\u1ed9t ch\u00ednh: di s\u1ea3n l\u1ecbch s\u1eed, \u0111\u1ed5i m\u1edbi kh\u00f4ng ng\u1eebng v\u00e0 kh\u1ea3 n\u0103ng k\u1ebft n\u1ed1i c\u1ea3m x\u00fac v\u1edbi ng\u01b0\u1eddi ti\u00eau d\u00f9ng. Ch\u00ednh s\u1ef1 k\u1ebft h\u1ee3p ho\u00e0n h\u1ea3o c\u1ee7a c\u00e1c y\u1ebfu t\u1ed1 n\u00e0y \u0111\u00e3 gi\u00fap Coca-Cola tr\u1edf th\u00e0nh m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u to\u00e0n c\u1ea7u. Hy v\u1ecdng nh\u1eefng th\u00f4ng tin tr\u00ean \u0111\u00e3 gi\u00fap b\u1ea1n hi\u1ec3u r\u00f5 v\u1ec1 b\u1ea3n \u0111\u1ed3 \u0111\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u Coca-Cola. \u0110\u1eebng qu\u00ean theo d\u00f5i Tino Group \u0111\u1ec3 \u0111\u00f3n \u0111\u1ecdc th\u00eam nh\u1eefng b\u00e0i vi\u1ebft h\u1eefu \u00edch kh\u00e1c b\u1ea1n nh\u00e9!<\/p>\n\n\n\n

T\u00c0I LI\u1ec6U THAM KH\u1ea2O:<\/strong><\/p>\n\n\n\n

    \n
  1. Stewart Hodgson. The Coca-Cola brand positioning strategy, segmentation and targeting. <\/em>Fabrikbrands.com. https:\/\/fabrikbrands.com\/branding-matters\/brand-strategy\/coca-cola-brand-positioning-strategy-segmentation-and-targeting\/<\/li>\n\n\n\n
  2. Boardmix. Coca-Cola Segmentation, Targeting, and Positioning. <\/em>Boardmix.com. https:\/\/boardmix.com\/analysis\/coca-cola-segmentation-targeting-and-positioning\/<\/li>\n\n\n\n
  3. Irimayi Muzorewa. (2023, Oct 31). Coca-Cola: The importance of brand positioning and differentiation. <\/em>Linkedin.com. https:\/\/www.linkedin.com\/pulse\/coca-cola-importance-brand-positioning-irimayi-muzorewa-4ungf<\/li>\n<\/ol>\n\n\n\n

    <\/a>Nh\u1eefng c\u00e2u h\u1ecfi th\u01b0\u1eddng g\u1eb7p<\/strong><\/h2>\n\n\n
    \n
    \n
    \n

    Coca-Cola \u0111\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a m\u00ecnh nh\u01b0 th\u1ebf n\u00e0o?<\/strong><\/h3>\n
    \n\n

    Coca-Cola \u0111\u1ecbnh v\u1ecb m\u00ecnh l\u00e0 m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u mang l\u1ea1i ni\u1ec1m vui, h\u1ea1nh ph\u00fac v\u00e0 tr\u1ea3i nghi\u1ec7m s\u1ed1ng \u0111\u1ed9ng, th\u00f4ng qua vi\u1ec7c x\u00e2y d\u1ef1ng k\u1ebft n\u1ed1i c\u1ea3m x\u00fac v\u1edbi ng\u01b0\u1eddi ti\u00eau d\u00f9ng tr\u00ean to\u00e0n c\u1ea7u.<\/p>\n\n<\/div>\n<\/div>\n

    \n

    T\u1ea1i sao Coca-Cola c\u1ea7n x\u00e2y d\u1ef1ng b\u1ea3n \u0111\u1ed3 \u0111\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u?<\/strong><\/h3>\n
    \n\n

    B\u1ea3n \u0111\u1ed3 \u0111\u1ecbnh v\u1ecb gi\u00fap Coca-Cola hi\u1ec3u r\u00f5 v\u1ecb th\u1ebf c\u1ee7a m\u00ecnh tr\u00ean th\u1ecb tr\u01b0\u1eddng, t\u1eeb \u0111\u00f3 ph\u00e1t tri\u1ec3n c\u00e1c chi\u1ebfn l\u01b0\u1ee3c ti\u1ebfp th\u1ecb hi\u1ec7u qu\u1ea3 v\u00e0 duy tr\u00ec l\u1ee3i th\u1ebf c\u1ea1nh tranh.<\/p>\n\n<\/div>\n<\/div>\n

    \n

    Coca-Cola s\u1eed d\u1ee5ng b\u1ea3n \u0111\u1ed3 \u0111\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u \u0111\u1ec3 l\u00e0m g\u00ec?<\/strong><\/h3>\n
    \n\n

    Coca-Cola s\u1eed d\u1ee5ng b\u1ea3n \u0111\u1ed3 \u0111\u1ecbnh v\u1ecb \u0111\u1ec3 ph\u00e1t hi\u1ec7n c\u00e1c kho\u1ea3ng tr\u1ed1ng tr\u00ean th\u1ecb tr\u01b0\u1eddng, \u0111i\u1ec1u ch\u1ec9nh c\u00e1c chi\u1ebfn l\u01b0\u1ee3c ti\u1ebfp th\u1ecb v\u00e0 s\u1ea3n ph\u1ea9m \u0111\u1ec3 \u0111\u00e1p \u1ee9ng t\u1ed1t h\u01a1n nhu c\u1ea7u c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng.<\/p>\n\n<\/div>\n<\/div>\n

    \n

    S\u1ef1 \u0111\u1ed5i m\u1edbi s\u1ea3n ph\u1ea9m c\u1ee7a Coca-Cola \u1ea3nh h\u01b0\u1edfng g\u00ec \u0111\u1ebfn b\u1ea3n \u0111\u1ed3 \u0111\u1ecbnh v\u1ecb?<\/strong><\/h3>\n
    \n\n

    S\u1ef1 \u0111\u1ed5i m\u1edbi gi\u00fap Coca-Cola gi\u1eef v\u1eefng v\u1ecb th\u1ebf c\u1ea1nh tranh v\u00e0 m\u1edf r\u1ed9ng th\u1ecb tr\u01b0\u1eddng, t\u1eeb \u0111\u00f3 ti\u1ebfp t\u1ee5c c\u1ee7ng c\u1ed1 v\u1ecb tr\u00ed c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u tr\u00ean b\u1ea3n \u0111\u1ed3 \u0111\u1ecbnh v\u1ecb.<\/p>\n\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n\n\n

    <\/h3>\n","protected":false},"excerpt":{"rendered":"

    Coca-Cola – m\u1ed9t c\u00e1i t\u00ean \u0111\u00e3 qu\u00e1 quen thu\u1ed9c v\u1edbi h\u00e0ng t\u1ef7 ng\u01b0\u1eddi ti\u00eau d\u00f9ng tr\u00ean to\u00e0n th\u1ebf gi\u1edbi. Nh\u01b0ng \u0111i\u1ec1u g\u00ec \u0111\u00e3 khi\u1ebfn m\u1ed9t lo\u1ea1i n\u01b0\u1edbc gi\u1ea3i kh\u00e1t \u0111\u01a1n thu\u1ea7n tr\u1edf th\u00e0nh bi\u1ec3u t\u01b0\u1ee3ng v\u0103n ho\u00e1 to\u00e0n c\u1ea7u? C\u00e2u tr\u1ea3 l\u1eddi n\u1eb1m \u1edf b\u1ea3n \u0111\u1ed3 \u0111\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u Coca-Cola. H\u00e3y c\u00f9ng Tino Group […]<\/p>\n","protected":false},"author":24,"featured_media":8408,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[5390],"tags":[6559],"class_list":["post-8389","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","tag-kien-thuc-marketing"],"_links":{"self":[{"href":"https:\/\/tino.vn\/blog\/wp-json\/wp\/v2\/posts\/8389","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/tino.vn\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/tino.vn\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/tino.vn\/blog\/wp-json\/wp\/v2\/users\/24"}],"replies":[{"embeddable":true,"href":"https:\/\/tino.vn\/blog\/wp-json\/wp\/v2\/comments?post=8389"}],"version-history":[{"count":1,"href":"https:\/\/tino.vn\/blog\/wp-json\/wp\/v2\/posts\/8389\/revisions"}],"predecessor-version":[{"id":114407,"href":"https:\/\/tino.vn\/blog\/wp-json\/wp\/v2\/posts\/8389\/revisions\/114407"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/tino.vn\/blog\/wp-json\/wp\/v2\/ht_kb\/8408"}],"wp:attachment":[{"href":"https:\/\/tino.vn\/blog\/wp-json\/wp\/v2\/media?parent=8389"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/tino.vn\/blog\/wp-json\/wp\/v2\/categories?post=8389"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/tino.vn\/blog\/wp-json\/wp\/v2\/tags?post=8389"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}