{"id":5591,"date":"2023-11-29T07:57:29","date_gmt":"2023-11-29T07:57:29","guid":{"rendered":"https:\/\/masterskills.org\/blog\/?p=5591"},"modified":"2023-11-29T12:20:59","modified_gmt":"2023-11-29T12:20:59","slug":"chien-dich-pepsi-mang-tet-ve-nha-va-cau-chuyen-marketing-purpose-chi-co-hanh-dong-moi-tao-nen-rung-dong","status":"publish","type":"post","link":"https:\/\/masterskills.org\/blog\/chien-dich-pepsi-mang-tet-ve-nha-va-cau-chuyen-marketing-purpose-chi-co-hanh-dong-moi-tao-nen-rung-dong.html","title":{"rendered":"Chi\u1ebfn d\u1ecbch \u201cPepsi mang T\u1ebft v\u1ec1 nh\u00e0\u201d v\u00e0 c\u00e2u chuy\u1ec7n \u201cMarketing with Purpose\u201d: Ch\u1ec9 c\u00f3 h\u00e0nh \u0111\u1ed9ng m\u1edbi t\u1ea1o n\u00ean rung \u0111\u1ed9ng!"},"content":{"rendered":"

\u0110\u1ea1i d\u1ecbch COVID-19 \u0111\u00e3 v\u00e0 \u0111ang g\u00e2y ra nhi\u1ec1u kh\u00f3 kh\u0103n cho ng\u01b0\u1eddi d\u00e2n Vi\u1ec7t Nam n\u00f3i chung v\u00e0 c\u00e1c doanh nghi\u1ec7p n\u00f3i ri\u00eang. C\u00f3 l\u1ebd ch\u01b0a bao gi\u1edd ch\u00fang ta t\u1eadn m\u1eaft ch\u1ee9ng ki\u1ebfn nh\u1eefng tr\u1edf ng\u1ea1i v\u00e0 r\u00e0o c\u1ea3n l\u1edbn \u0111\u1ebfn nh\u01b0 v\u1eady. Cu\u1ed9c \u0111\u1ea1i kh\u1ee7ng ho\u1ea3ng v\u1ec1 y t\u1ebf d\u01b0\u1eddng nh\u01b0 \u0111\u00e3 l\u00e0m thay \u0111\u1ed5i m\u1ecdi tr\u1eadt t\u1ef1 th\u00f4ng th\u01b0\u1eddng c\u1ee7a cu\u1ed9c s\u1ed1ng; \u0111\u1ed3ng th\u1eddi, t\u1ea1o ra nh\u1eefng \u201cl\u1ea7n \u0111\u1ea7u ti\u00ean\u201d ch\u01b0a t\u1eebng c\u00f3 trong l\u1ecbch s\u1eed. Cho \u0111\u1ebfn hi\u1ec7n t\u1ea1i, ch\u1eb3ng ai trong ch\u00fang ta c\u00f3 th\u1ec3 ch\u1eafc ch\u1eafn v\u1ec1 \u0111i\u1ec3m k\u1ebft th\u00fac c\u1ee7a nh\u1eefng th\u1eddi kh\u1eafc \u0111\u00e1ng qu\u00ean nh\u1ea5t c\u1ee7a th\u1ebf k\u1ef7 XXI.<\/span><\/p>\n

\u0110\u00e2y ch\u00ednh l\u00e0 l\u00fac c\u00e1c doanh nghi\u1ec7p c\u1ea7n th\u1ec3 hi\u1ec7n r\u00f5 r\u00e0ng nh\u1ea5t vai tr\u00f2 c\u1ee7a m\u00ecnh \u0111\u1ed1i v\u1edbi c\u1ed9ng \u0111\u1ed3ng \u2013 chung tay c\u00f9ng Ch\u00ednh ph\u1ee7 v\u00e0 c\u00e1c t\u1ed5 ch\u1ee9c x\u00e3 h\u1ed9i. Nh\u1eefng h\u00e0nh \u0111\u1ed9ng thi\u1ebft th\u1ef1c v\u1edbi gi\u00e1 tr\u1ecb r\u00f5 r\u00e0ng mang t\u00ednh \u201cng\u01b0\u1eddi th\u1eadt, vi\u1ec7c th\u1eadt\u201d \u0111ang \u0111\u01b0\u1ee3c tr\u00e2n tr\u1ecdng h\u01a1n bao gi\u1edd h\u1ebft.<\/p>\n

Kh\u00f4ng ngo\u00e0i gu\u1ed3ng quay \u0111\u00f3, Pepsi \u2013 th\u01b0\u01a1ng hi\u1ec7u \u0111\u1ea1i di\u1ec7n cho tinh th\u1ea7n h\u00e0nh \u0111\u1ed9ng \u0111\u00e3 th\u1ef1c hi\u1ec7n chi\u1ebfn d\u1ecbch marketing v\u1edbi t\u00ean g\u1ecdi\u00a0Mang T\u1ebft V\u1ec1 Nh\u00e0<\/strong>. Chi\u1ebfn d\u1ecbch di\u1ec5n ra t\u1eeb ng\u00e0y 7\/12\/ v\u00e0 k\u00e9o d\u00e0i \u0111\u1ebfn h\u1ebft ng\u00e0y 10\/2\/2021 v\u1edbi tr\u1ecdng t\u00e2m l\u00e0 ho\u1ea1t \u0111\u1ed9ng thi\u1ec7n nguy\u1ec7n, h\u1ed7 tr\u1ee3 3.000 v\u00e9 m\u00e1y bay\/ v\u00e9 xe kh\u1ee9 h\u1ed3i cho c\u00e1c thanh ni\u00ean, sinh vi\u00ean, c\u00f4ng nh\u00e2n c\u00f3 ho\u00e0n c\u1ea3nh kh\u00f3 kh\u0103n \u0111\u01b0\u1ee3c \u0111\u00f3n m\u1ed9t c\u00e1i T\u1ebft T\u00e2n S\u1eedu sum v\u1ea7y b\u00ean gia \u0111\u00ecnh.<\/p>\n

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Ch\u1ec9 m\u1edbi tr\u1ea3i qua g\u1ea7n m\u1ed9t n\u1eeda ch\u1eb7ng \u0111\u01b0\u1eddng nh\u01b0ng Mang T\u1ebft V\u1ec1 Nh\u00e0 \u0111\u00e3 th\u1ef1c s\u1ef1 tr\u1edf th\u00e0nh m\u1ed9t \u0111i\u1ec3m s\u00e1ng trong gi\u1edbi truy\u1ec1n th\u00f4ng v\u00e0 m\u1ea1ng x\u00e3 h\u1ed9i su\u1ed1t nhi\u1ec1u ng\u00e0y qua, chi\u1ebfm tr\u1ecdn t\u00e2m \u0111i\u1ec3m b\u00e0n lu\u1eadn c\u1ee7a ng\u01b0\u1eddi Vi\u1ec7t tr\u1ebb, \u0111\u1eb7c bi\u1ec7t l\u00e0 th\u1ebf h\u1ec7 Z. H\u01a1n 50 ngh\u1ec7 s\u0129, ng\u01b0\u1eddi n\u1ed5i ti\u1ebfng c\u00f9ng h\u00e0ng ch\u1ee5c \u0111\u1ea7u b\u00e1o l\u1edbn nh\u1ecf c\u0169ng \u0111\u00e3 chia s\u1ebb r\u1ed9ng r\u00e3i th\u00f4ng tin v\u1ec1 s\u1ef1 ki\u1ec7n n\u00e0y \u2013 t\u1ea1o n\u00ean m\u1ed9t hi\u1ec7n t\u01b0\u1ee3ng Mang T\u1ebft V\u1ec1 Nh\u00e0 t\u00edch c\u1ef1c, b\u00e0i b\u1ea3n v\u00e0 gi\u00e0u t\u00ednh nh\u00e2n v\u0103n.<\/p>\n

V\u1eady \u0111\u00e2u l\u00e0 nguy\u00ean nh\u00e2n t\u1ea1o n\u00ean s\u1ee9c h\u00fat c\u1ee7a th\u1ecfi nam ch\u00e2m t\u1ea1o n\u00ean b\u1edfi chi\u1ebfn l\u01b0\u1ee3c \u201cMarketing with Purpose\u201d n\u00e0y? H\u00e3y c\u00f9ng \u0111\u1ebfn v\u1edbi bu\u1ed5i tr\u00f2 chuy\u1ec7n c\u1ee7a nh\u1eefng ng\u01b0\u1eddi trong cu\u1ed9c \u0111\u1ec3 c\u00f3 c\u00e2u tr\u1ea3 l\u1eddi ch\u00ednh x\u00e1c nh\u1ea5t, \u0111\u00f3 l\u00e0 ch\u1ecb\u00a0Tr\u1ea7n Th\u1ecb Thu H\u00e0\u00a0<\/strong>\u2013 Gi\u00e1m \u0111\u1ed1c c\u1ea5p cao Marketing, Ng\u00e0nh h\u00e0ng N\u01b0\u1edbc gi\u1ea3i kh\u00e1t c\u00f3 gas v\u00e0 ch\u1ecb\u00a0Nguy\u1ec5n Th\u1ecb Thu H\u00e0\u00a0<\/strong>\u2013 Qu\u1ea3n l\u00fd nh\u00e3n h\u00e0ng Pepsi.<\/p>\n

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Ch\u1ecb Tr\u1ea7n Th\u1ecb Thu H\u00e0: Gi\u00e1m \u0111\u1ed1c c\u1ea5p cao Marketing, Ng\u00e0nh h\u00e0ng N\u01b0\u1edbc gi\u1ea3i kh\u00e1t c\u00f3 gas<\/p>\n

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Ch\u1ecb Nguy\u1ec5n Th\u1ecb Thu H\u00e0: Qu\u1ea3n l\u00fd nh\u00e3n h\u00e0ng Pepsi<\/p>\n

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* \u0110\u01b0\u1ee3c bi\u1ebft Mang T\u1ebft V\u1ec1 Nh\u00e0 l\u00e0 m\u1ed9t chi\u1ebfn d\u1ecbch \u201cMarketing with Purpose\u201d c\u1ee7a Pepsi. V\u1eady, Ch\u1ecb c\u00f3 th\u1ec3 cho \u0111\u1ed9c gi\u1ea3 \u0111\u01b0\u1ee3c bi\u1ebft Pepsi \u0111\u1ecbnh ngh\u0129a th\u1ebf n\u00e0o v\u1ec1 kh\u00e1i ni\u1ec7m n\u00e0y? V\u00e0 t\u1ea1i sao l\u1ea1i l\u00e0 \u201cMarketing with purpose\u201d ch\u1ee9 kh\u00f4ng ph\u1ea3i b\u1ea5t k\u1ef3 h\u01b0\u1edbng \u0111i n\u00e0o kh\u00e1c?<\/strong><\/em><\/p>\n

Ch\u1ecb Tr\u1ea7n Th\u1ecb Thu H\u00e0:<\/u>\u00a0Hi\u1ec3u m\u1ed9t c\u00e1ch \u0111\u01a1n gi\u1ea3n, Marketing with Purpose c\u00f3 th\u1ec3 xem l\u00e0 h\u00ecnh th\u1ee9c marketing v\u01b0\u1ee3t ra ngo\u00e0i khu\u00f4n kh\u1ed5 c\u1ee7a chuy\u1ec7n b\u00e1n h\u00e0ng th\u00f4ng th\u01b0\u1eddng v\u00e0 mang l\u1ea1i gi\u00e1 tr\u1ecb th\u1ef1c s\u1ef1, b\u1ec1n v\u1eefng cho cu\u1ed9c s\u1ed1ng c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng. V\u00e0 v\u1edbi Pepsi, \u0111\u00f3 ch\u00ednh l\u00e0 nh\u1eefng h\u00e0nh \u0111\u1ed9ng thi\u1ebft th\u1ef1c v\u00e0 c\u1ee5 th\u1ec3 \u0111\u1ec3 mang l\u1ea1i cu\u1ed9c s\u1ed1ng t\u1ed1t \u0111\u1eb9p h\u01a1n cho t\u1ea5t c\u1ea3 m\u1ecdi ng\u01b0\u1eddi.<\/p>\n

L\u00e0m Marketing v\u1edbi m\u1ee5c \u0111\u00edch v\u00ec x\u00e3 h\u1ed9i ch\u01b0a bao gi\u1edd c\u1ea5p thi\u1ebft v\u00e0 quan tr\u1ecdng nh\u01b0 l\u00fac n\u00e0y. Ch\u00fang t\u00f4i mu\u1ed1n kh\u1edfi x\u01b0\u1edbng v\u00e0 t\u1ea1o ra m\u1ed9t c\u00e1ch ti\u1ebfp c\u1eadn m\u1edbi v\u1ec1 Marketing: \u0110\u00f3 kh\u00f4ng ch\u1ec9 l\u00e0 c\u00e2u chuy\u1ec7n v\u1ec1 nh\u1eefng ch\u1eef P th\u00f4ng th\u01b0\u1eddng. Tr\u00ean t\u1ea5t c\u1ea3, v\u1eabn c\u00f2n m\u1ed9t \u0111\u1ecba \u0111\u1ea1o \u201cP\u201d kh\u00e1c m\u00e0 ch\u00fang ta ch\u01b0a khai th\u00e1c tri\u1ec7t \u0111\u1ec3 \u2013 \u201cPurpose\u201d: h\u01a1n c\u1ea3 nh\u1eefng chi\u1ebfn thu\u1eadt ti\u1ebfp th\u1ecb th\u00f4ng th\u01b0\u1eddng, \u0111\u00f3 ph\u1ea3i l\u00e0 gi\u00e1 tr\u1ecb l\u00e2u d\u00e0i cho h\u00e0ng tri\u1ec7u ng\u01b0\u1eddi tr\u00ean kh\u1eafp Vi\u1ec7t Nam. Marketing \u0111\u01b0\u1ee3c nu\u00f4i d\u01b0\u1ee1ng b\u1eb1ng t\u1ea5t c\u1ea3 m\u1ecdi tr\u00e1ch nhi\u1ec7m \u2013 \u0111\u00f3 ch\u00ednh l\u00e0 \u201cMarketing with Purpose\u201d.<\/p>\n

* T\u1ea1i sao nh\u00e3n h\u00e0ng Pepsi l\u1ea1i l\u1ef1a ch\u1ecdn \u0111\u1ed1i t\u01b0\u1ee3ng m\u1ee5c ti\u00eau cho chi\u1ebfn d\u1ecbch \u201cMarketing with Purpose \u2013 Pepsi Mang T\u1ebft V\u1ec1 Nh\u00e0\u201d l\u00e0 th\u1ebf h\u1ec7 Z th\u01b0a Ch\u1ecb?<\/strong><\/em><\/p>\n

Ch\u1ecb Nguy\u1ec5n Th\u1ecb Thu H\u00e0:<\/u>\u00a0L\u00e0 m\u1ed9t nh\u00e3n h\u00e0ng lu\u00f4n song h\u00e0nh c\u00f9ng ng\u01b0\u1eddi tr\u1ebb trong su\u1ed1t nhi\u1ec1u th\u1eadp k\u1ef7 qua, h\u01a1n ai h\u1ebft, Pepsi hi\u1ec3u r\u1eb1ng truy\u1ec1n c\u1ea3m h\u1ee9ng cho th\u1ebf h\u1ec7 Z \u2013 m\u1ed9t th\u1ebf h\u1ec7 kh\u00e1c bi\u1ec7t \u2013 v\u1eeba l\u00e0 tr\u00e1ch nhi\u1ec7m v\u00e0 c\u0169ng v\u1eeba l\u00e0 th\u1eed th\u00e1ch.<\/p>\n

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\u0110\u1ea7u ti\u00ean, Gen Z l\u00e0 th\u1ebf h\u1ec7 sinh ra v\u00e0 l\u1edbn l\u00ean trong k\u1ef7 nguy\u00ean s\u1ed1 (digital-savvy), ti\u1ebfp x\u00fac m\u1ea1nh v\u1edbi c\u00e1c tr\u00e0o l\u01b0u c\u00f4ng ngh\u1ec7, thi\u1ebft b\u1ecb \u0111i\u1ec7n t\u1eed. V\u00ec v\u1eady, h\u1ecd c\u00f3 c\u01a1 h\u1ed9i ti\u1ebfp c\u1eadn v\u1edbi nhi\u1ec1u ngu\u1ed3n th\u00f4ng tin kh\u00e1c nhau, \u0111a d\u1ea1ng v\u00e0 \u0111a chi\u1ec1u n\u00ean c\u0169ng ch\u00ednh l\u00e0 th\u1ebf h\u1ec7 hi\u1ec3u bi\u1ebft, c\u00f3 t\u01b0 duy ph\u1ea3n bi\u1ec7n v\u00e0 c\u1ef1c k\u1ef3 nhanh nh\u1eb9n, nh\u1ea1y b\u00e9n.<\/p>\n

B\u00ean c\u1ea1nh \u0111\u00f3, \u0111\u1ed1i v\u1edbi Gen Z, qu\u1ea3ng c\u00e1o kh\u00f4ng th\u00f4i l\u00e0 ch\u01b0a \u0111\u1ee7. Th\u1ebf h\u1ec7 \u201cCentennials\u201d l\u00e0 c\u1ed9ng \u0111\u1ed3ng nh\u1eefng b\u1ea1n tr\u1ebb kh\u00f4ng d\u1ec5 b\u1ecb \u1ea3nh h\u01b0\u1edfng v\u00e0 c\u00f3 ch\u00ednh ki\u1ebfn r\u1ea5t ri\u00eang (authentic & bold). H\u1ecd kh\u00f4ng \u0111\u1eb7t ni\u1ec1m tin ho\u00e0n to\u00e0n v\u00e0o b\u1ea5t k\u1ef3 ngu\u1ed3n th\u00f4ng tin n\u00e0o, bao g\u1ed3m c\u1ea3 qu\u1ea3ng c\u00e1o; \u0111\u1ed3ng th\u1eddi, \u0111\u00e2y l\u00e0 th\u1ebf h\u1ec7 c\u00f3 c\u00e1i t\u00f4i l\u1edbn n\u00ean lu\u00f4n bi\u1ebft l\u1ef1a ch\u1ecdn cho m\u00ecnh nh\u1eefng ngu\u1ed3n th\u00f4ng tin t\u01b0\u01a1ng th\u00edch v\u00e0 c\u00f3 gi\u00e1 tr\u1ecb nh\u1eb1m tho\u1ea3 m\u00e3n nhu c\u1ea7u c\u00e1 nh\u00e2n.<\/p>\n

Cu\u1ed1i c\u00f9ng nh\u01b0ng c\u0169ng kh\u00f4ng k\u00e9m ph\u1ea7n quan tr\u1ecdng, Gen Z l\u00e0 th\u1ebf h\u1ec7 khao kh\u00e1t b\u00e0y t\u1ecf s\u1ef1 quan t\u00e2m \u0111\u1ebfn c\u00e1c v\u1ea5n \u0111\u1ec1 x\u00e3 h\u1ed9i, m\u00f4i tr\u01b0\u1eddng, b\u00ecnh \u0111\u1eb3ng (pro-social), s\u1eb5n s\u00e0ng n\u00f3i l\u00ean ti\u1ebfng n\u00f3i c\u1ee7a m\u00ecnh v\u00e0 s\u1ed1ng theo c\u1ed9ng \u0111\u1ed3ng, v\u00ec c\u1ed9ng \u0111\u1ed3ng… T\u1eeb tr\u01b0\u1edbc \u0111\u1ebfn nay, Gen Z t\u1ea1i Vi\u1ec7t Nam th\u01b0\u1eddng \u0111\u01b0\u1ee3c cho l\u00e0 s\u1ed1ng v\u00ec b\u1ea3n th\u00e2n v\u00e0 lu\u00f4n mong mu\u1ed1n tho\u1ea3 m\u00e3n kh\u00e1t khao c\u1ee7a ch\u00ednh m\u00ecnh tr\u01b0\u1edbc, nh\u01b0ng v\u1ec1 b\u1ea3n ch\u1ea5t th\u00ec kh\u00f4ng ph\u1ea3i nh\u01b0 v\u1eady. \u0110\u1eb7c bi\u1ec7t l\u00e0 trong d\u1ecbp T\u1ebft, th\u1ebf h\u1ec7 m\u1edbi n\u00e0y lu\u00f4n ch\u1ecdn c\u00e1ch b\u00e0y t\u1ecf t\u00ecnh c\u1ea3m v\u00e0 l\u00f2ng bi\u1ebft \u01a1n v\u1edbi cha m\u1eb9, gia \u0111\u00ecnh, b\u1ea1n b\u00e8 v\u00e0 h\u1ed9i nh\u00f3m\/ c\u1ed9ng \u0111\u1ed3ng m\u00e0 m\u00ecnh thu\u1ed9c v\u1ec1.<\/p>\n

Pepsi lu\u00f4n mu\u1ed1n l\u00e0 nh\u00e3n h\u00e0ng ti\u00ean phong, \u0111\u1ea1i di\u1ec7n cho kh\u00f4ng ch\u1ec9 ti\u1ebfng n\u00f3i m\u00e0 c\u1ea3 h\u00e0nh \u0111\u1ed9ng c\u1ee7a gi\u1edbi tr\u1ebb.<\/p>\n

Ch\u00ednh v\u00ec v\u1eady, Pepsi lu\u00f4n mu\u1ed1n l\u00e0 nh\u00e3n h\u00e0ng ti\u00ean phong, \u0111\u1ea1i di\u1ec7n cho kh\u00f4ng ch\u1ec9 ti\u1ebfng n\u00f3i m\u00e0 c\u1ea3 h\u00e0nh \u0111\u1ed9ng c\u1ee7a gi\u1edbi tr\u1ebb.<\/p>\n

* Quay tr\u1edf l\u1ea1i chi\u1ebfn d\u1ecbch Mang T\u1ebft V\u1ec1 Nh\u00e0 l\u1ea7n n\u00e0y, theo Ch\u1ecb \u0111\u00e2u l\u00e0 gi\u00e1 tr\u1ecb l\u1edbn nh\u1ea5t m\u00e0 Pepsi \u0111\u00e3 t\u1ea1o ra? V\u00e0 quy\u1ebft \u0111\u1ecbnh l\u00e0m chi\u1ebfn d\u1ecbch \u201cMarketing with Purpose\u201d c\u1ee7a Pepsi s\u1ebd m\u1edf ra gi\u00e1 tr\u1ecb g\u00ec cho c\u1ed9ng \u0111\u1ed3ng Marketing?<\/strong><\/em><\/p>\n

Ch\u1ecb Tr\u1ea7n Th\u1ecb Thu H\u00e0:<\/u>\u00a0V\u1ec1 b\u1ea3n ch\u1ea5t, Mang T\u1ebft V\u1ec1 Nh\u00e0 th\u1eadt s\u1ef1 v\u01b0\u1ee3t ra ngo\u00e0i khu\u00f4n kh\u1ed5 c\u1ee7a m\u1ed9t chi\u1ebfn d\u1ecbch marketing th\u00f4ng th\u01b0\u1eddng v\u00e0 tr\u1edf th\u00e0nh m\u1ed9t ho\u1ea1t \u0111\u1ed9ng x\u00e3 h\u1ed9i mang t\u1ea7m v\u00f3c r\u1ea5t l\u1edbn, \u0111\u00f3ng g\u00f3p cho x\u00e3 h\u1ed9i \u2013 \u0111\u1eb7c bi\u1ec7t l\u00e0 trong giai \u0111o\u1ea1n kh\u00f3 kh\u0103n hi\u1ec7n nay. V\u00ec v\u1eady, ch\u01b0\u01a1ng tr\u00ecnh \u0111\u00e3 nh\u1eadn \u0111\u01b0\u1ee3c s\u1ef1 h\u1ed7 tr\u1ee3 c\u1ee7a c\u00e1c c\u01a1 quan b\u1ed9 ban ng\u00e0nh, s\u1ef1 h\u01b0\u1edfng \u1ee9ng nhi\u1ec7t t\u00ecnh c\u1ee7a gi\u1edbi tr\u1ebb, s\u1ef1 \u0111\u00f3ng g\u00f3p t\u1eeb h\u00e0ng ng\u00e0n nh\u00e2n vi\u00ean Pepsi tr\u00ean c\u1ea3 n\u01b0\u1edbc v\u00e0 trong khu v\u1ef1c… \u0111\u00f3 ch\u00ednh l\u00e0 c\u00e1i \u201c\u0111\u01b0\u1ee3c\u201d \u0111\u1ea7u ti\u00ean c\u1ee7a ch\u00fang t\u00f4i.<\/p>\n

Ngo\u00e0i ra, chi\u1ebfn d\u1ecbch mang l\u1ea1i ni\u1ec1m vui kh\u00f4ng ch\u1ec9 cho 3.000 sinh vi\u00ean, c\u00f4ng nh\u00e2n m\u00e0 c\u00f2n cho r\u1ea5t nhi\u1ec1u ng\u01b0\u1eddi th\u00e2n c\u1ee7a h\u1ecd, l\u00e0 h\u1ea1nh ph\u00fac c\u1ee7a h\u00e0ng ng\u00e0n c\u1ed9ng \u0111\u1ed3ng, \u0111\u01b0\u1ee3c ghi nh\u1eadn b\u1edfi r\u1ea5t nhi\u1ec1u ch\u00ednh quy\u1ec1n \u0111\u1ecba ph\u01b0\u01a1ng tr\u00ean kh\u1eafp c\u1ea3 n\u01b0\u1edbc.<\/p>\n

\u0110\u1eb7c bi\u1ec7t, chi\u1ebfn d\u1ecbch g\u00f3p ph\u1ea7n k\u00edch ho\u1ea1t l\u1ed1i s\u1ed1ng s\u1ebb chia, \u0111\u1ed3ng c\u1ea3m, quan t\u00e2m trong x\u00e3 h\u1ed9i v\u00e0 th\u1ebf h\u1ec7 tr\u1ebb \u2013 \u0111i\u1ec1u m\u00e0 ch\u00fang ta \u0111ang r\u1ea5t c\u1ea7n v\u00e0 mong mu\u1ed1n nh\u00e2n r\u1ed9ng l\u00ean v\u00e0 c\u0169ng ch\u00ednh l\u00e0 \u0111\u00edch \u0111\u1ebfn c\u1ee7a b\u1ea5t k\u1ef3 ho\u1ea1t \u0111\u1ed9ng Marketing with purpose n\u00e0o.<\/p>\n

L\u00e0 m\u1ed9t nh\u00e3n h\u00e0ng lu\u00f4n song h\u00e0nh c\u00f9ng ng\u01b0\u1eddi tr\u1ebb trong su\u1ed1t nhi\u1ec1u th\u1eadp k\u1ef7 qua, h\u01a1n ai h\u1ebft, Pepsi hi\u1ec3u r\u1eb1ng truy\u1ec1n c\u1ea3m h\u1ee9ng cho th\u1ebf h\u1ec7 Z \u2013 m\u1ed9t th\u1ebf h\u1ec7 kh\u00e1c bi\u1ec7t \u2013 v\u1eeba l\u00e0 tr\u00e1ch nhi\u1ec7m v\u00e0 c\u0169ng v\u1eeba l\u00e0 th\u1eed th\u00e1ch.<\/p>\n

Ch\u1ecb Nguy\u1ec5n Th\u1ecb Thu H\u00e0:<\/u>\u00a0L\u00e0 ng\u01b0\u1eddi tr\u1ef1c ti\u1ebfp v\u1eadn h\u00e0nh chi\u1ebfn d\u1ecbch n\u00e0y, t\u00f4i nh\u00ecn nh\u1eadn r\u1eb1ng vi\u1ec7c Pepsi ti\u00ean phong trong xu h\u01b0\u1edbng \u201cMarketing with Purpose\u201d trong 1 th\u1eddi \u0111i\u1ec3m kh\u00f4ng th\u1ec3 ph\u00f9 h\u1ee3p h\u01a1n s\u1ebd m\u1edf ra m\u1ed9t l\u00e3nh \u0111\u1ecba m\u1edbi cho ng\u00e0nh marketing. T\u1eeb \u0111\u00f3, truy\u1ec1n c\u1ea3m h\u1ee9ng cho r\u1ea5t nhi\u1ec1u nh\u00e3n h\u00e0ng kh\u00e1c c\u00f9ng chung tay h\u00e0nh \u0111\u1ed9ng, \u0111i\u1ec3n h\u00ecnh l\u00e0 h\u00e3ng h\u00e0ng kh\u00f4ng Bamboo Airways c\u0169ng \u0111\u00e3 chung tay ngay t\u1eeb nh\u1eefng ng\u00e0y \u0111\u1ea7u \u0111\u1ec3 hi\u1ec7n th\u1ef1c ho\u00e1 nh\u1eefng chuy\u1ebfn bay \u201cmang T\u1ebft v\u1ec1 nh\u00e0\u201d.<\/p>\n

\u0110\u1ed3ng th\u1eddi, ch\u1ecb c\u0169ng hy v\u1ecdng Marketing with Purpose s\u1ebd truy\u1ec1n c\u1ea3m h\u1ee9ng cho c\u00e1c Marketers, \u0111\u1eb7c bi\u1ec7t l\u00e0 Marketers tr\u1ebb tu\u1ed5i, ti\u1ebfp th\u00eam m\u1ed9t l\u1ef1a ch\u1ecdn, m\u1ed9t ki\u1ebfn th\u1ee9c v\u00e0 th\u00e1i \u0111\u1ed9 l\u00e0m ngh\u1ec1 ti\u00ean ti\u1ebfn cho th\u1ebf h\u1ec7 Marketing t\u01b0\u01a1ng lai.<\/p>\n

* Theo c\u00e1c Ch\u1ecb, gi\u1eefa m\u1ed9t \u201cr\u1eebng\u201d n\u1ed9i dung T\u1ebft v\u1edbi ch\u1ee7 \u0111\u1ec1 \u201cv\u1ec1 nh\u00e0\u201d kh\u00e1 gi\u1ed1ng nhau, \u0111\u00e2u l\u00e0 \u0111i\u1ec1u t\u1ea1o n\u00ean s\u1ef1 \u201crung \u0111\u1ed9ng\u201d cho kh\u00e1n gi\u1ea3, \u0111\u1eb7c bi\u1ec7t l\u00e0 Gen Z \u2013 th\u1ebf h\u1ec7 \u201cb\u1ea3n \u0111\u1ecba s\u1ed1\u201d v\u1ed1n r\u1ea5t kh\u00f3 rung \u0111\u1ed9ng?<\/strong><\/em><\/p>\n

Ch\u1ecb Tr\u1ea7n Th\u1ecb Thu H\u00e0:<\/u>\u00a0Ch\u1eafc b\u1ea1n c\u0169ng \u0111\u1ed3ng \u00fd v\u1edbi t\u00f4i r\u1eb1ng nh\u1eefng g\u00ec t\u1ef1 nhi\u00ean nh\u1ea5t s\u1ebd l\u00e0m ch\u00fang ta rung \u0111\u1ed9ng, nh\u1eefng g\u00ec t\u1ef1 nhi\u00ean nh\u1ea5t s\u1ebd ch\u1ea1m v\u00e0o tr\u00e1i tim. Pepsi kh\u00f4ng c\u00f3 \u00fd \u0111\u1ecbnh g\u1ed3ng m\u00ecnh l\u00ean \u0111\u1ec3 l\u00e0m nh\u1eefng \u0111i\u1ec1u kh\u00e1c bi\u1ec7t nh\u1eb1m thu h\u00fat s\u1ef1 ch\u00fa \u00fd c\u1ee7a x\u00e3 h\u1ed9i. Ch\u00fang t\u00f4i t\u1eadp trung v\u00e0o \u201cKhao kh\u00e1t trong T\u1ebft\u201d (Tet desires) thay v\u00ec \u201cTranh c\u00e3i trong T\u1ebft\u201d (Tet tensions). V\u00e0 \u0111\u00f3 c\u0169ng ch\u00ednh l\u00e0 kh\u00e1t khao c\u1ee7a nh\u1eefng \u201cng\u01b0\u1eddi trong nh\u00e0\u201d Pepsi. V\u1edbi t\u00f4i, \u00fd t\u01b0\u1edfng cho chi\u1ebfn d\u1ecbch l\u1ea7n n\u00e0y \u0111\u1ebfn t\u1eeb nh\u1eefng \u0111i\u1ec1u r\u1ea5t \u0111\u01a1n gi\u1ea3n: \u0111\u00f3 l\u00e0 ti\u1ebfng g\u1ecdi c\u1ee7a T\u1ebft, ti\u1ebfng g\u1ecdi c\u1ee7a \u0111\u1ea5t tr\u1eddi, ti\u1ebfng g\u1ecdi c\u1ee7a Cha M\u1eb9 ph\u01b0\u01a1ng xa nh\u1eefng ng\u00e0y T\u1ebft v\u1ec1.<\/p>\n

V\u00e0 v\u1edbi c\u00e1c b\u1ea1n tr\u1ebb, khi bi\u1ebft \u0111\u1ebfn chi\u1ebfn d\u1ecbch, c\u00e1c b\u1ea1n c\u0169ng \u0111\u00e3 \u201crung \u0111\u1ed9ng\u201d theo c\u00e1ch r\u1ea5t ri\u00eang c\u1ee7a m\u00ecnh.<\/p>\n

<\/p>\n

* C\u1ea3m \u01a1n c\u00e1c Ch\u1ecb v\u1ec1 cu\u1ed9c tr\u00f2 chuy\u1ec7n r\u1ea5t th\u00fa v\u1ecb h\u00f4m nay!<\/strong><\/em><\/p>\n

C\u00f9ng Pepsi truy\u1ec1n c\u1ea3m h\u1ee9ng cho nh\u1eefng chi\u1ebfn d\u1ecbch Marketing with Purpose ng\u00e0y c\u00e0ng c\u00f3 gi\u00e1 tr\u1ecb \u0111\u1ed1i v\u1edbi c\u1ed9ng \u0111\u1ed3ng trong , v\u00e0 lan to\u1ea3 th\u00f4ng tin \u0111\u1ec3 Pepsi “mang T\u1ebft v\u1ec1 nh\u00e0” trong nh\u1eefng ng\u00e0y cu\u1ed1i c\u00f9ng c\u1ee7a n\u0103m c\u0169, nh\u00e2n r\u1ed9ng ni\u1ec1m vui sum v\u1ea7y \u0111\u1ebfn 3.000 h\u1ecdc sinh, sinh vi\u00ean v\u00e0 ng\u01b0\u1eddi lao \u0111\u1ed9ng.<\/p><\/blockquote>\n","protected":false},"excerpt":{"rendered":"

\u0110\u1ea1i d\u1ecbch COVID-19 \u0111\u00e3 v\u00e0 \u0111ang g\u00e2y ra nhi\u1ec1u kh\u00f3 kh\u0103n cho ng\u01b0\u1eddi d\u00e2n Vi\u1ec7t Nam n\u00f3i chung v\u00e0 c\u00e1c doanh nghi\u1ec7p n\u00f3i ri\u00eang. C\u00f3 l\u1ebd ch\u01b0a bao gi\u1edd ch\u00fang ta t\u1eadn m\u1eaft ch\u1ee9ng ki\u1ebfn nh\u1eefng tr\u1edf ng\u1ea1i v\u00e0 r\u00e0o c\u1ea3n l\u1edbn \u0111\u1ebfn nh\u01b0 v\u1eady. Cu\u1ed9c \u0111\u1ea1i kh\u1ee7ng ho\u1ea3ng v\u1ec1 y t\u1ebf d\u01b0\u1eddng nh\u01b0 \u0111\u00e3 […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[196,232],"tags":[],"_links":{"self":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/5591"}],"collection":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/comments?post=5591"}],"version-history":[{"count":0,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/5591\/revisions"}],"wp:attachment":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/media?parent=5591"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/categories?post=5591"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/tags?post=5591"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}