B CNG THNG TRNG I HC CNG NGHIP THNH PH H CH MINH KHOA QUN TR MARKETING

DANH SCH NHM 1. L Th Thanh Tin 2. Trn Th H 3. Trn Th Thy Linh 4. Nguyn Th Ngc Mai 5. Nguyn Th Nhn 6. L Th Bch Trm 7. Trn Th Thanh Vi 10180211 10221081 10200121 10180501 10213451 10209251 10145381

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PHN M U 1. T VN 2. MC TIU NGHIN CU 3. PHNG PHP NGHIN CU CHNG 1: C S L LUN MARKETING 1.1. KHI NIM MARKETING 1.2. CC CNG C CA MARKETING MIX CHNG 2: PHN TCH TH TRNG MARKETING I VI SN PHM KEM DNG TRNG DA NIVEA. 2.1. KHI NIM MARKETING 2.2. TH TRNG 2.3. SN PHM

2.4. GI C 2.5. PHN PHI 2.6. CHIU TH. CHNG 3: XUT CHIN LC MARKETING
3.1. PHN TCH MA TRN SWOT 3.2. XUT CHIN LC MARKETING

KT LUN

M U 1. t vn Nh chng ta bit Pht trin khi qut xu hng chung ca vn ng, xu hng vn ng i ln c th din ra theo cc chiu hng: t thp n cao, t n gin n phc tp, t km hon thin n hon thin1. Con ngi dn dn cng hon thin v mi th s hon thin p ng cho nhu cu ca con ngi. Th no th c xem l mt con ngi hon thin? Mt con ngi s khng c xem l hon thin khi ch t c thnh cng trn con ng hc vn. Bi vy, vn bit v p bn ngoi khng th ni ln tt c song n li l mt tiu chun con ngi hng n chn, thin, m. Chnh v vy, lm p lun l mt nhu cu chnh ng cho tt c mi ngi khng ring g ch vi phi p. Nh ta thy, lm p khng h n gin ch l bc vo mt quy m phm v km theo li ni: Hy ly cho ti mt loi kem dng da tt nht, t tin nht. Hay tm n nhng trung tm thm m sang trng v tha thit Hy lm cho ti tr nn xin p nht c th. Nhng cng s tht n gin c mt ln da trng mn tn thm v p cho bn, nu bn bit lng nghe ln da bn cn nhng g t tm cho mnh mt sn phm ph hp. Trn th trng nc ta hin nay, vi hn 50 nhn hiu kem dng trng da, lm p, ph hp vi tng tui khc nhau. Mt sn phm c coi l hon thin th phi km theo cc chin lc tip th, marketing cng dn dn phi hon thin p ng mt cch ti u nht cho nhu cu v s thch ca ngi tiu dng. S cnh tranh khng nhng v cht lng m cn v gi rt gay gt vi mc gi t mc trung n mc gi cao. Nhn hiu sn xut trong nc, sn xut nc ngoi chen chn nhau vo cc knh phn phi nh cc trung tm lm p, siu th ,tap ha, ca hng bn l Cn cc chng trnh xc tin bn hng th t din ra nh l gim gi, tng thm, tch ly im c nhn gii thng. T ho l nhng con ngi ca phi p,chng ti c s am hiu, yu thch sn phm kem dng trng da Nivea. V vy, nhm chng ti thc hin nghin cu xut ra gii php cho kem dng trng da Nivea nhm hon thin hn
1

na, c nhng chng trnh qung co em li li ch, nim vui cho khch hng v cho Nivea. V vy, nhm chng ti vn dng kin thc hc trng thc hin nghin cu. 2. Mc tiu nghin cu - Thc hin nghin cu tm hiu v thu thp thng tin t pha ngi tiu dng. t , c s hiu bit v th trng ny. ng thi, tm hiu nhng i th cnh tranh, tm hiu s bin ng ang din ra trn th trng lm p. - Nhm duy tr v tng thm doanh s cho Nivea m hin nay vi s cnh tranh gay gt gia cc nhn hiu km theo s tng gi ca nhiu chng loi sn phm c bn khc m thu nhp ca ngi tiu dng li c phn b gim hn trc hoc c tng nhng khng ng k. V th, cn phi phn tch nhng u khuyt im ca sn phm ca mnh v xut mt chin lc Marketing mi. Hn na, trong giai on khng hong ti chnh ton cu, doanh nghip cng chu s nh hng. Nhng bn hng th khng th khng thiu tip th qung co. Doanh nghip rt cn nhng chin lc Marketing vi chi ph thp nht nhng mang li hiu qu ti u nht. 3. Phng php nghin cu Phng php iu tra x hi hc: c hc mn nghin cu Marketing trng, chng ti p dng ngay vo thc t v thc hin kho st vi 100 bn gi lng nghe, thu hiu nhng tm t, c mun ca khch hng bit c khch hng mong i g sn phm ca chng ta. Phng php chuyn gia: Trong qu trnh nghin cu chng ti thu thp thng tin, tham kho kin ca nhng chuyn gia lm p, nhng chuyn mn v sc khe con ngi. Phng php thng k: kho st thc t th trng sn phm lm p dnh cho tng tui, i tng khc nhau. Thu thp, tm hiu, phn tch thc trng v ra gii php kin ngh.

Phng php phn tch: Da trn d liu thu thp t ngun cung cp ca cng ty c Beiersdorf v ngun d liu t thu thp t th trng, thu thp nhng thng tin t cc i th cnh tranh trong ngnh, chng ti i su vo phn tch a ra kin ngh cho tht ph hp vi tnh hnh hin nay ca Nivea v th trng chung trong c nc. Phng php kho st th trng thc t: Nhm i n mt s knh phn phi quan st cc nhn hiu c by bn ti cng mt ni phn phi, cch b tr trng by sn phm, quan st ngi tiu dng ti ni mua hng.

CHNG 1: C S L LUN MARKETING 1.3. KHI NIM MARKETING Marketing l mt hc thuyt cho rng mi hot ng ca cng ty u hng v ngi tiu dng m bo rng cng ty tha mn nhu cu v c mun ca h c hiu qu hn i th cnh tranh. Th trng bao gm tt c nhng khch hng tim nng cng chung mt nhu cu hay c mun no v mong mun cng nh c kh nng tham gia vo vic giao dch tha mn nhu cu hay c mun no . 1.4. CC CNG C CA MARKETING MIX hon thnh mt chin lc marketing, cn s dng bn cng c sau: Sn phm: l tt c nhng g c th tha mn c nhu cu hay mong mun v c cho bn trn th trng vi mc ch thu ht s ch , mua s dng hay tiu dng. Sn phm c th l nhng vt th l nhng mt hng ha hu hnh hay dch v, tng... Gi c: hng ha l mt s tin hoc nhng vt g khc cn i c mt sn phm. Gi c c ngha quan trng i vi nn kinh t, cng ty kinh doanh v trong tm tr ca khch hng. Knh phn phi: l mt tp hp cc cng ty v c nhn c t cch tham gia vo qu trnh lu chuyn sn phm hoc dch v (tiu dng hay cng nghip) t ngi sn xut n ngi tiu dng. Chiu th: l hnh ng thng bo, thuyt phc khch hng nh n v mua sn phm ca chng ta.

CHNG 2: PHN TCH TH TRNG MARKETING I VI SN PHM KEM DNG TRNG DA NIVEA
2.1 KHI NIM MARKETING

Marketing l mt hc thuyt cho rng mi hot ng ca cng ty u hng v ngi tiu dng m bo rng cng ty tha mn nhu cu v c mun ca h c hiu qu hn i th cnh tranh. 2.2. TH TRNG Khi nim

2.2.1.

Th trng bao gm tt c nhng khch hng tim nng cng chung mt nhu cu hay c mun no v mong mun cng nh c kh nng tham gia vo vic giao dch tha mn nhu cu hay c mun no . Cn theo quan im ca nh hot ng Marketing, th trng l mt tp hp nhng ngi mua thc t v tim nng v mt loi sn phm no . Nh Marketing thng xem nhng ngi bn to thnh ngnh kinh doanh (Industry) v nhng ngi mua to thnh th trng.
2.2.2.

Phn loi th trng i vi kem dng trng da Nivea

Kem dng da Nivea dng cho tui t 16 n 50, t hc sinh cho n sinh vin, t ni tr cho n nhn vin cng s u c th s dng sn phm ny. Do , chng ti xc nh th trng ca chng ta l th trng sn phm tiu dng. ngoi th trng khng ch c Nivea l kem dng da dnh cho cc phi p m cn c rt nhiu cc sn phm c cng chc nng l dng da v chng lo ha da. Do th trng ca chng ta l th trng cnh tranh hon ho.
2.2.3.

Hnh vi tiu dng trong th trng sn phm tiu dng

Trn phng din ca mt nh marketing, ngi lm kinh doanh, sn xut chng ti lun mang theo kht vng m rng quy m hot ng t quc gia ny

sang quc gia khc, nhng s thnh cng hay tht bi ca h li chu s quyt nh bi mc chp nhn ca ngi bn a.
2.2.4.

Cc yu t tc ng vo hnh vi tiu dng

Vn ha c nh hng rt ln n hnh vi tiu dng, n quyt nh mua hng ca mi ngi. mi quc gia, mt dn tc mang nhng nn vn ha khc nhau iu s tc ng khc nhau ln hnh vi tiu dng ca con ngi. Ngoi ra, y cn c dng nh gi mc nh hng ca mt nhm ngi nh gia nh, bn b v x hi ln mt c th. Do tt c cc kha cnh ca hnh vi tiu dng u c yu t vn ha bao trm, nn nhng ngi lm marketing cn phi xc nh v thu hiu nhn t ny v tm nh hng ca n ln marketing ton cu t c thnh cng trong kinh doanh. vt qua ro cn gia nn vn ha tc ng ln th trng ca 1 sn phm i hi nh sn xut v ngi kinh doanh phi lun lun thu hiu vn ha bn a v tm nh hng ca vn ha y ln quyt nh mua hng. Trong mt phm vi x hi, hnh vi tiu dng ca c nhn s th hin c tnh ring v s xy dng mi quan h x hi di s dn dt ca yu t vn ha. Khi sn phm kem dng trng da Nivea n vi th trng Vit Nam, chng ti hiu rng t nc ta mt t nc ang pht trin v mang m nn vn ha phng ng. Ngi ph n mang trong mnh mt v p rt i m thm, rt n tnh v rt Vit Nam. Bi vy, kem dng trng da Nivea vi cc tnh nng vt tri cho bn gi s hu mt ln da trng hng t nhin, gi c ph hp nn s p ng c nhu cu lm p ca phi p vi mt nc ang pht trin. Ngoi ra hnh vi tiu dng cng b tc ng bi cc yu t x hi nh gia nh, vai tr, a v trong x hi Bi vy, l mt nh marketing cn phi bit v tm hiu r v nhng nhu cu, c mun, nhn thc, s thch v cc hnh vi mua sm v la chn sn phm ca nhng khch hng mc tiu. Vic nghin cu nh vy s gip cho chng ta nhng gi pht trin sn phm ca chng ta ngy mt a dng hn v tnh nng, mu m, xc nh gi c, cc knh, ni dung thng tin v nhng yu t khc trong marketing-mix.

2.2.5.

Phn tch quy trnh quyt nh mua hng

Quy trnh quyt nh mua hng tri qua 5 giai on.

Nhn dng nhu cu. Tm kim thng tin. nh gi cc thay th. Quyt nh mua. Hnh vi sau khi mua. S tha mn nhu cu khch hng l mt trong nhng iu kin tn ti ca

cng ty. V chng ta cng cn hiu rng mc tiu ln nht ca cng ty cn hng n l nhn c s tha mn ti a nht nhu cu ca khch hng. Tuy nhin, t c iu tht s khng h n gin v n ph thuc vo bn cng c ca marketing-mix.
2.3.

SN PHM. Sn phm l tt c nhng g c th tha mn c nhu cu hay mong mun

v c cho bn trn th trng vi mc ch thu ht s ch , mua s dng hay tiu dng. Sn phm c th l nhng vt th l nhng mt hng ha hu hnh hay dch v, tng... Nghin cu cn k thu hiu ln da, ly ln da lm cm hng sng to ra mi sn phm chnh l tin a NIVEA tr thnh nhn hiu chm sc da hng u th gii sut 100 nm qua. Cc thnh phn ca sn phm kem dng trng da Nivea:
Sn phm ct li (Core product): y l tng m ngi tiu dng thc s

cn mua, tng ny th hin ci li ch ct li ca sn phm. T vic i thu thp thng tin bit c nhu cu ca ngi ph n trong vic lm p, cng ty Beiersdorf thu hiu c rng nhng ngi ph n ngy nay mong mun c mt ln da mt trng khe v khng bt nng, mong mun

phc hi ln da b tn thng do dng phn trang im, m khng mt qu nhiu tin v thi gian vo vic i spa.
Sn phm thc hin(Actual product): t sn phm ct li, nh thit k c

nhim v bin tng thnh hng ha hin thc thng qua vic t chc sn xut sn phm. Thnh phn ca sn phm hin thc bao gm c im s dng, kiu dng, bao b, nhn hiu, cht lng. Sau khi thu thp thng tin trn th trng, tp on Beiersdorf cho nghin cu, iu ch v sn xut ra sn phm th nghim. Sn phm th nghim bao gm nhng c tnh gip da trng khe, khng bt nng, ti to ln da. V sau khi nghin cu thm v sn phm, nhng nh nghin cu thm vo nhng tnh nng khc cho sn phm. Vi cng thc cha cc dng cht thit yu & chit xut Glycine t u Nnh c chng minh hiu qu trong vic h tr qu trnh ti to t nhin ca da, gip da trng khe t nhin v nga bt nng tr li. Mng lc tia cc tm UVA/UVA ci tin, bo v da khi nh nng mt tri v ngn nga da b sm en tr li. Pro-VitaminB b sung dng cht t nhin trong lc c th ngh ngi ln da c trng sng. Cng thc kem dng da du nh to cm gic mm mi v khng gy nhn dnh. Sau khi hon thnh sn phm, cng ty tung ra th trng hai sn phm song song. l Kem dng trng ti to da Ban Ngy Nivea (Nivea White Extra Cell Repair Day Cream) v Kem dng trng ti to da Ban m Nivea (Nivea White Extra Cell Repair Night Cream).
Sn phm m rng (Augmented product): sau cng nh thit k c th b

sung thm nhng dch v v li ch ph cho sn phm sn phm tr thnh sn phm hon chnh. Sau khi tung ra th trng, b phn qung b ca cng ty a ra chin lc qung co v nhng tnh nng ca sn phm. T sn phm tr thnh sn phm hon chnh. Kem dng da Nivea l loi sn phm la chn nn khi tung sn phm ra th trng c s so snh ca ngi tiu dng gia cc sn phm kem dng da thuc cc nhn hiu khc nhau.

y cng chnh l yu t nh marketing c th nm bt c th trng tiu th sn phm. Da vo cng ty Beiersdorf tung ra lng sn phm va phi, nhm thch ng vi nhu cu ban u. Sau khi qua giai on gii thiu, cng ty cho tung ra vi s lng sn phm ln cung cp cho th trng mt cch y . Chu k sng ca Nivea trong giai on tng trng c trng Doanh thu Li nhun Chi ph cho tng khch hng Ngi tiu dung S i th cnh tranh Mc tiu Marketing Tng nhanh Tng Trung bnh Nhng ngi tin phong v n sm Tng ko ngng Ti a ha th phn Tng trng

Quyt nh v sn phm Khch hng nhn thc nhn hiu nh l mt b phn thuc v bn cht ca mt sn phm v nhn hiu c kh nng tng thm gi tr ca sn phm. Bi vy, nhn hiu l mt phn khng th thiu ca sn phm. Chnh v th khi a ra nhn hiu ca sn phm kem dng da Nivea, cng ty a tnh nng ca sn phm vo tn ca nhn hiu: Nivea white extra cell repair day cream v Nivea white extra cell repair night cream.

Hoch nh v pht trin sn phm mi Sn phm mi bao gm sn phm c ci tin, c b sung thm chc nng, hoc c nhn hiu mi m cng ty pht trin thng qua chnh n lc nghin cu v pht trin ca cng ty. Cng ty Beiersdorf Vit Nam a ra sn phm mi do b phn nghin cu v thit k sn phm mi a ra. Kem dng ti to da Nivea thuc dng sn phm mi (New-product line). l nhng sn phm khng mi i vi th trng v ngoi Nivea cn c Pond, Olay... nhng n gip cho cng ty ln u tin gia nhp mt th trng c. Cc giai on trong qu trnh pht trin sn phm mi: Bc 1: To tng: ngun gc ca tng mi t nhu cu v mong mun ca khch hng. Bc 2: Sng lc tng: hi ng thm nh sn phm mi phi nu ln c: tng sn phm: to ra sn phm c th va ti to da, va khng bt nng. Th trng mc tiu: sn phm mi nhm vo gii tr hin nay. S cnh tranh: do tnh nng ca sn phm thng dng nn sn phm s c s cnh tranh gay gt. c on s b v kch thc th trng, gi c, thi gian v chi ph pht trin sn phm, chi ph sn xut v xut hon vn. Sn phm kem dng trng ti to da Nivea tha mn c nhu cu hin nay ca khch hng. Bc 3: Thit lp v th khi nim. Bc 4: Phn tch kinh doanh.

D on doanh thu. D on chi ph. Bc 5: Ch to sn phm. Bc 6: Th nghim ti th trng. Bc 7: Tung sn phm ra th trng.

2.4.

GI C i vi mi doanh nghip, vic xy dng v qun l chin lc gi ng n

l iu kin quan trng m bo doanh nghip c th xm nhp v chim lnh c th trng v hot ng kinh doanh c hiu qu cao. V Beiersdorf Vit Nam cng khng l ngoi l, khi mun tung ra ngoi th trng mt sn phm cng cn phi xem xt n nhiu yu t tc ng ln gi c. C th ni, gi c l gi tr di dng bng tin ca hng ha dch v. i vi ngui mua, gi c l khon tin hoc phi tr c quyn s dng hay s hu sn phm. i vi ngi bn, gi c l khon thu nhp m h nhn c nh vic p ng nhu cu ca khch hng. i vi ngi lm marketing, gi c l bin s marketing duy nht mang li doanh thu cho doanh nghip. Bn cnh , nhng quyt nh v gi c c tc ng nhanh chng n th trng, doanh thu, chi ph, li nhun, th phn v tnh cnh tranh ca sn phm. Nh vy, gi c hng ha l mt s tin hoc nhng vt g khc cn i c mt sn phm.

Nhng yu t nh hng n quyt nh v gi:

Yu t bn trong Mc tiu marketing Chin lc marketing hn hp Chi ph T chc nh gi

Yu t bn ngoi Bn cht ca th trng v lng cu Cnh tranh Nhng yu t mi trng khc (nn kinh t, bn li, chnh ph.

Cc quyt nh v gi ra c cc chin lc gi ph hp, Beiersdorf nghin cu, thm d v tm hiu v tnh hnh pht trin th trng ca cc sn phm Nivea trong khu vc. Sau 6 nm xut hin trn th trng Vit Nam, cng ty gy dng cho mnh mt thng hiu bn vng, to dng lng tin cho khch hng. Tuy phi i mt vi nhiu th thch, kh khn v nhng cnh tranh gay gt vi cc sn phm khc khi mi gia nhp th trng m phm Vit Nam. Vic tng trng Vit Nam ang theo chiu hng tt, doanh thu tnh n nm 2009 tng gp 5 ln so vi nm u tin (nm 2004). Trong chin lc xy dng v nh hnh nhn hiu Nivea, cng ty xy dng mt gi tr ct li to ra s khc bit vi i th cnh tranh cng nh m bo tnh pht trin n nh, bn vng cho sn phm v lu di. Cng ty thnh cng khi xy dng chnh sn phm nh mt ngi bn d thng, thn thin, d bt chuyn v khin mi ngi xung quanh cm thy gn. Khi a ra hnh nh ny, cng ty nh vo tm l ca ngi tiu dng v mt sn phm thn thin, lun em li cm gic thoi mi v t tin cho chnh mnh. Vic xy dng thng hiu thnh cng cng gip cho cng ty chim gi c th phn ln v a khch hng tip cn cc sn phm ca cng ty nhiu hn. Mun cho thng hiu ca cng ty c bn vng th mt yu t cng quan trng khng km chnh l cht lng ca sn phm. Nivea tung ra th trng rt nhiu sn phm. Vi nhiu nm kinh nghim, cng ty to cho mnh nhiu sn phm vi cht lng cao p ng c nhu cu ngi tiu dng. Chnh nh iu , Nivea tr thnh nhn hiu quen thuc vi 97% ngi tiu dng ti Vit Nam.

Vic nh gi sn phm cn ph thuc vo nhiu yu t khc tc ng n. Khi cho kho st ti th trng Vit Nam, cng ty nhn thy, Vit Nam l mt nc c tc tng trng kh cao (5.32% vo nm 2009). Dn s Vit Nam c 2/3 t l ngi di 35 tui. Do , nhu cu lm p ca mi ngi ngy cng tng. Ngi tiu dng s xem xt, nh gi nhu cu ca mnh chn ra mt sn phm ph hp vi mnh v p ng c nhu cu ca bn thn. Vic nh gi sn phm mi mc gi khc nhau s dn n mt mc cu khc nhau. Nu cu gim xung th mc gi s tng ln, khi ngi mua s tm n mt sn phm thay th khc p ng c nhu cu ca mnh. Do , cng ty cn phi a ra mc gi ph hp vi thu nhp ca ngi tiu dng. Ngoi ra, cng ty cn phi tip cn th trng gi v cht lng sn phm ca i th cnh tranh a ra chin lc ph hp. Sau khi xem xt cc yu t quyt nh n vic nh gi sn phm mi, cng ty i tham kho kin ca khch hng. a sn phm mi cho h dng th v nu ln kin ca chnh h. Phng php nh gi da trn ngi mua. Chng ti ly cm nhn ca khch hng v gi tr ca ngi mua lm cha kha nh gi. Cng ty a ra mu dng th ca hai loi sn phm dng da dng ban ngy v dng ban m vi mc gi bng nhau l 57.000/30ml, v 75.000/50ml. Khi a ra mc gi thp, cng ty cng nhn c nhiu u im, nh qu trnh tch ly kinh nghim gip cho chi ph sn xut v phn phi gim c chi ph.

2.5.

PHN PHI Hin nay, nm bt c nhu cu lm p ca ch em phi n trn th trng

c s tham gia ca rt nhiu hng m phm, nn cc doanh nghip sn xut khng th bn hoc kh c th bn trc tip sn phm ca mnh n tay ngi tiu dng cui cng. H phi s dng n "cc trung gian Marketing". Thng qua cc trung gian, hng ho c phn phi n tay ngi tiu dng mt cch hiu qu nht, tho mn tt hn mc tiu ca doanh nghip v nhu cu ca khch hng. Chnh nhng ngi lm nhim v phn phi trung gian ny to nn h thng knh phn phi sn phm ca doanh nghip. y l mt trong bn yu t quan trng bc nht ca h thng Marketing - Mix. 2.5.5. C s l lun v knh phn phi
2.5.1.1. nh ngha, vai tr v knh phn phi

Knh phn phi l mt tp hp cc cng ty v c nhn c t cch tham gia vo qu trnh lu chuyn sn phm hoc dch v (tiu dng hay cng nghip) t ngi sn xut n ngi tiu dng. Vai tr c bn ca tt c cc knh phn phi l gip a sn phm n ngi tiu dng cui cng vi ng mc gi m h c th mua, ng chng loi h cn, ng thi gian v a im m h yu cu. Thc cht cc knh phn phi gii quyt ba mu thun c bn gia ngi sn xut v tiu dng, l mu thun gia nhu cu a dng. Nhng vi s lng t ca ngi tiu dng vi sn xut mt loi sn phm c th nhng vi khi lng ln; gia sn xut thng mt a im nhng tiu dng rng khp hoc ngc li; mu thun gia thi gian sn xut v thi gian tiu dng khng trng khp vi nhau. Cho d cc nh sn xut c s dng cc trung gian trong knh hay khng th cc chc nng ny ca knh vn phi c thc hin. Lm vic vi knh Marketing khng phi t hi c thc hin cc chc nng ny hay khng m l quyt nh phn cng ai s thc hin chng v vi mc no c hiu qu cao nht bi v cc chc nng ny tn ti c tnh khch quan.

Thc trng knh phn phi ca sn phm Nivea v nhng xut nhm hon thin h thng knh phn phi
2.5.2.1. H thng phn phi ca sn phm kem dng da ca Nivea.

S v knh phn phi ca kem dng trng da Nivea.

Nh sn xut Tng i l Ngi bn bun Ngi bn l Ngi tiu dng cui cng
2.5.2.2. Nhng xut nhm hon thin h thng knh phn phi

Hin nay, xu hng ton cu ha v hi nhp kinh t quc t tr thnh mc tiu chnh cho nhiu quc gia. Vit Nam cng ang tng bc vn ln v ha mnh vo dng chy chung ca khu vc v th gii. Hi nhp v ang em li nhiu c hi cho nn kinh t Vit Nam ni chung v cc ngnh v sn xut m phm ni ring. Xong n cng tim n khng t nhng thch thc. Mt trong nhng thch thc ln nht i vi cc ngnh sn xut m phm l s xut hin ngy cng nhiu sn phm dng da v phn phi ln. V vy, cha kha cho cc doanh nghip c th ng vng trong mi trng kinh doanh hin nay chnh l vic xy dng v hon thin h thng knh phn phi. Chin lc knh phn phi lun phi t trong chin lc marketing chung ca ton doanh nghip. Vic phi hp tt cc yu t marketing mix s to iu kin thun li cho qu trnh thit k knh. Nh chng ta bit, mc tiu ca bt k mt doanh nghip no, ca bt k h thng marketing hay h thng knh phn phi no cng l nhm t c li nhun, th lc v an ton trong kinh doanh.

Mc tiu s c thc hin khi v ch khi c s c gng, phi hp nhp nhng, n ca cc b phn trong h thng marketing mix v cc thnh vin trong h thng knh phn phi. Trong qun l Marketing, vic pht trin h thng marketing mix v sn phm, gi c, phn phi, xc tin lin hp p ng nhu cu ca th trng mc tiu tt hn so vi i th cnh tranh. iu c ngha rt ln trong chin lc kinh doanh ca doanh nghip. mi thi k, mi giai on khc nhau m cng ty c hng u t khc nhau. Vi sn phm Nivea, chng ta xc nh l s tip tc m rng th trng, phi m bo tnh sn sng ca sn phm th lc ny cng ty nn c s u tin trong h thng knh phn phi. Song knh phn phi ch l mt b phn trong h thng marketing mix, n c quan h hu c vi cc bin s khc. S thnh cng ca h thng knh phn phi gn lin vi s thnh cng ca h thng marketing mix tho mn ti a nhu cu ca th trng mc tiu.
2.6.

CHIU TH. Nh chng ta bit th chiu th l hnh ng thng bo, thuyt phc khch

hng nh n v mua sn phm ca chng ta. Vi sn phm Nivea, chng ta c bn to c lng tin t pha ngi tiu dng v sn phm ca ta ang trong giai on tng trng. l mt iu ng mng, song cng chnh li l iu lo ngi nht ca ta hin nay. Lm sao chng ta c mt ch ng vng chc trong lng khch hng? Lm sao nhiu i tng khch hng c th bit n sn phm ca ta gia mt rng i th cnh tranh?? iu i hi nh marketing mt chin dch chiu th thnh cng. Khi xy dng 1 chin dch chiu th, cn nh rng, n phi thng nht tng th vi 3 mc tiu quyt nh sau y: Mc tiu th nht: Thng ip phi n c i tng mc tiu v tim nng Mc tiu th hai: Chc chn rng i tng hiu c thng sut.

 Mc tiu th ba: Thng ip a ra phi mnh ku gi i tng

hnh ng Vn t ra l lm sao t c nhng mc tiu trn? y l cu hi c bn nhng lm au u cc nh lm marketing, cc CMO Vi sn phm Nivea, gt hi c nhng thnh cng nh ngy hm nay chng ti khng ngng c gng lm tha mn ti a nhu cu ca ngi tiu dng. Tuy nhin chng vn cha th gi l Nivea c th sng mi trong lng khch hng. Sau y l 9 cng thc NIivea t ra li chin dch chiu th n gn hn na vi khch hng:
1. Chin thng bng cht lng cao hn. 2. Chin thng bng dch v tt hn. 3. Chin thng bng gi c thp hn. 4. Chin thng bng th phn ln. 5. Chin thng bng cc p ng nhu cu ring ca khch hng. 6. Chin thng bng cch khng ngng hon thin sn phm. 7. Chin thng bng cch a sn phm mi. 8. Chin thng bng cch xm nhp vo th trng tng trng cao. 9. Chin thng bng cch p ng vt qu mong i ca khch hng.

CHNG 3: XUT CHIN LC MARKETING

3.1. PHN TCH MA TRN SWOT 3.1.1.

Khi nim ma trn SWOT

y l cng c cc k hu ch gip chng ta tm hiu vn hoc ra quyt nh trong vic t chc, qun l cng nh trong kinh doanh. Ni mt cch hnh nh, SWOT l khung l thuyt m da vo , chng ta c th xt duyt li cc chin lc; xc nh v th cng nh hng i ca mt t chc, mt cng ty; phn tch cc xut kinh doanh hay bt c tng no lin quan n quyn li ca doanh nghip. V trn thc t, vic vn dng SWOT trong xy dng k hoch kinh doanh, hoch nh chin lc, nh gi i th cnh tranh, kho st th trng, pht trin sn phm v c trong cc bo co nghin cu ang ngy cng c nhiu doanh nghip la chn.
3.1.2.

Phn tch SWOT trong chin lc qung b sn phm kem

dng trng da Nivea im mnh Nivea Creme c tiu th trn 160 quc gia. C mt giy li c mt hp kem Nivea c bn ra ti mt ni no trn th gii. Hn 98% thnh phn trong Nivea Creme c ngun gc t thin nhin. Nivea l hng u tin sn xut m phm i tr. Phc v cho mi la tui v tng lp trong x hi. Thng hiu Nivea ng ngha vi s bo v v chm sc chu o cho ln da. Nh nhng, mn mng, du m, ng tin cy, bo v, cht lng cao v ng ng tin l nhng g ngi tiu dng lin tng n khi nhc n Nivea.

 im yu: Nivea s lun c gng to ra nhng dng sn phm mi phc v ti a nhu cu ca khch hng.Theo nhn xt ca mt s khch hng th ro cn v gi c l mt nhn t nho nh to nn ro cn ca khch hng tm n vi sn phm. C hi: Hin nay, t nc ang i ln cng vi s pht trin nh v bo ca khoa hc cng ngh, con ngi chng ta cng dn dn thay i theo hng tch cc bt nhp vi cuc sng v nhu cu ca chng ta cng dn c thay i. c bit, vi ch em phi p c mun khng n thun ch dng li mi m gia nh, l s trng thnh ca n con thn yu. M hn th na, h cn mun t khng nh mnh trn bc ng cng danh, ha ng vo cuc sng x hi, h mun tr thnh mt con ngi hon ho V vy, h tm n vi m phm bi mt con ngi hon ho khng nhng ch gii v chuyn mn nghip v m phi bit cch lm p v p bn ngoi ca mnh. Nh th cng ng ngha vi vic sn phm ca chng ta nu c c nhng tnh nng vt tri so vi nhng sn phm lm trng da khc th s c nhiu khch hng ang v s tm n vi Nivea, coi n nh mt si dy v hnh ni h n gn hn vi tiu chun ca mt con ngi hon thin. Hn th na s pht trin ca cng ngh thng tin, cc knh truyn thanh cng chnh l nhng phng tin sn phm kem dng trng da Nivea n gn hn vi cng chng.
Thch thc:

Lm p l mt nhu cu thit yu i vi mi con ngi. Tuy nhin, trn th trng hin nay li c rt nhiu nhng sn phm lm p khc s dng thay th. Do , sc mua ca ngi dn gim s tc ng lm st doanh thu ca cng ty. Gi s bn l mt ph n tr ang tm mua mt l kem dng da c th gip bn lm mi ln da ca mnh? Nu vo thi k cch y chng vi nm, vn

khng n ni qu phc tp. Nay th mi chuyn c v khng sun s nh vy, bi cc i gia m phm gip bn nhn ra rng, ngoi nhu cu ct li , bn cn c rt nhiu nhng nhu cu khc m cng ch xoay quanh mt l kem dng da. No l kem dng trng da XY mang li cho bn mt ln da nh mong i, n cn gip bn gii ta nhng vn v mn. No l kem dng trng da AB tr li s t tin cho bn khi giao tip, chng lo ha, lm sng da. No l kem dng trng da ET gip bn c th ty t bo cht, tr mn, trng da. V thch thc ln nht ca chng ta l lm th no c th gy dc thin cm vi ngi tiu dng v gi vng thng hiu ca mnh trn th trng. C th ni, trc mi e da t cc i th cnh tranh trong cuc ua dnh th phn, chng ta cn phi khng ngng thay i ng k phong cch qung co v cc chin lc marketing. V dng nh, cng l xu hng chung m nhiu cng ty cn nhn thy c nhng thay i kp thi trong cc chin lc kinh doanh tip th ca mnh. Ngy nay, trnh ca khch hng c nng cao nn cc nh tip th cn phi tm ra nhng phng php qung co c o v gy s ch th mi c th m rng th trng, thu ht khch hng v nng cao doanh thu. Tuy nhin, song song vi vic tng cng chi ph qung co v marketing i vi cc nhn hiu ch cht, mt s cuc iu tra v thm d khch hng cho kt qu l 79% s ngi c hi ni rng ci tin sn phm l iu quan trng. iu ny i hi cc cng ty cn tip tc vi nhng chin lc cht lng sn phm ca mnh. V cui cng, hy vng rng cuc cnh tranh s gip cho cho khch hng trn ton th gii c c nhng n ci rng r. Qua vic trnh by ma trn SWOT nh trn, chng ta s d dng hn trong vic nhn nhn c nhng im mnh, im yu,c hi v thch thc trn th trng t c th ra c nhng chim lc marketing hiu qu. Cn phi bit kt hp nhng im mnh bn trong ca chng ta nh l s lng tiu th ln trn 160 quc gia, thng hiu c xy dng hn 80 nm qua cng vi nhng c hi bn ngoi. c bit l nhu cu lm p ca ch em

ph n ang c xu hng tng ln rt cao. Qua ta cn xut cc phng n chim lc SO thch hp pht huy c th mnh nhm tn dng c hi nh:
Nng cao cht lng sn phm, to nhng tnh cht c trng cho sn phm

vi mi hng quyn r, m thm. ng thi sn xut thm nhng mu m mi. Ngoi Nivea lm trng da cn c thm Nivea chng lo ha, loi b t bo cht cho da, ti to ln da mi, Nivea dng th, ln nch nhm p ng tt c nhng nhu cu ca khch hng.
Xm nhp vo nhng th trng mi. Bi nhu cu lm p s khng n

thun ch dng li phi p, la tui thanh nin. Vi th mnh ta to dng c mt thng hiu vng chc km theo nhng c hi bn ngoi Nivea s tip tc m rng th trng.Thi gian ti chng ta s tip tc cho ra nhiu mu m mi p ng nhu cu lm p cho phi nam.
S dng nhng knh phn phi mi. Nivea s lun l mt ngi bn ng

tin cy trn cng trnh lm p ca mi ngi, cc bn s d dng mua c sn phm Nivea mt quy m phm gn nht thay v l phi chy ti nhng trung tm lm p ln hay vt v tm kim trong siu th. Cn kt hp nhng im yu bn trong vi c hi bn ngoi xut chim lc WO thch hp nhm khc phc im yu bng cc c hi: Cn h gi ng lc nhm li ko thnh phn ch ti gi c. Kt hp nhng im mnh bn trong vi mi trng e da bn ngoi nhm xut phng n chim lc ST thch hp. Vi phng n ny chng ta s li dng im mnh i ph vi nguy c e da bn ngoi. i vi nhng mu m khng thu ht c khch hng, chng ti khng ngn ngi loi b. gi ly nhng khch hng a thch thng hiu c, chng ti khuyn mi h bng sn phm ca thng hiu mi, pht phiu gim gi hoc i hng c ly hng ca nhn hiu mi. Lm th no khch hng c th nh?

 Nhn bit? Phn bit? Chn la sn phm ca hng gia rng sn phm tng t trn th trng?

Chng ta hy qung b sn phm ca mnh gn lin vi nhng tr chi c yu thch trn truyn hnh vi t cch l nh ti tr. Gn lin thng hiu ca mnh vi nhng ngi sao in nh ca nhc ang c yu thch.
3.2. XUT CHIN LC MARKETING

Ngi ta thng ni sn phm mi nh l dng mu nui b my doanh nghip. Sn phm mi c pht trn l p ng nhu cu khng ngng thay i ca ngi tiu dng, bt kp vi k thut mi, cng ngh mi v i ph vi s cnh tranh khc lit trn th trng. Tuy nhin, pht trin sn phm mi l mt iu y ri ro v nhiu sn phm mi gp tht bi. cc phn trn chng ta c tm hiu quy trnh ra i, cc bc hnh thnh v s pht trin sn phm kem dng trng da Nivea trn th trng. Trong nhng nm va qua, sn phm lun nhn c s tin dng ca ng o bn tr song nhiu cng cha m bo ngi v qun qun trong tng lai khi m trn th trng ngy cng c nhiu sn phm lm p t ra i nm bt c tm l ca gii tr cht lng km vi gi r. Mi ngy ngi tiu dng phi tip nhn hng trm, hng ngn qung co, th in t, th truyn thng v nhng bng bo gi ca nhiu cng ty cho mua, dng th hng ho, sn phm ca h. Do c qu nhiu hnh thc marketing nn ngi tiu dng s c tnh l i nhng thng tin qung co m chng ta gi ti h. Kt qu, hai trong nhng thch thc ln nht marketing thnh cng c trong v ngoi mng Internet l: thu ht s ch ca cc khch hng tim nng v thuyt phc h rng khi th s dng sn phm hoc dch v ca chng ta, h s c li rt nhiu m chng mt g c. Vy lm th no c th xm nhp vo thc ca ngi tiu dng khi h t ng loi b ti 95% thng tin qung co m h cho l v ch?

Tm ra nhng tng c o Bn s ngh nh th no khi vo mt ngy p tri bn nhn c mt hp bnh pizza giao tn nh v trn v hp c in hnh qung co sn phm kem dng da Nivea. Thng ip trn np hp bnh vit: Tin tt ? Khun mt bn khng phi l chic bnh pizza. Tin xu ? Khun mt bn khng phi l chic bnh pizza. (C ngha l bn khng th mua mt khun mt mi. Do vy hy bit cch chm sc n.). Trn nm cnh ca chic hp in logo ca sn phm NIVEA vi khu hiu: Kem dng da lun c nghin cu, i mi, v a ch Internet ca sn phm cng c in trn np hp. Ti khng th on bit c ht ci cch m bn tip nhn qung co to bo nh th no. Nu l ti iu quan trng nht l n khin ti ch v thng tin tip th tc ng trc tip vo tim thc ca ti m khng th b qua c. Nu n l mt qung co trn bo ch, truyn hnh hoc trn Internet th n s khng th c c tc ng ln ti vy. Bi vy,qung co sn phm l iu tt nhin a sn phm gn vi ngi tiu dng song phi lm th no n gy c s ch ca khch hng mi l quan trng. Vi mt tng qung co to bo cng vi nhng kiu mu bt mt cng s gy c thin cm vi ngi tiu dng. Quan trng l phi p Mt c gi xinh xn, d thng hin nhin s d chim c cm tnh i vi mi ngi xung quanh. Vi mt mu hng cng vy. Bn thy khng trong tt c nhng dng sn phm ca Apple, ngay c n cc chi tit, mi th gn nh hon ho v bt mt t thit k, ng gi thm ch n c nhng mu qung co trn truyn hnh. Apple dnh c mt khong thi gian ln to s ni bt trc i th cnh tranh. V chng ta cng hon ton c th gt hi c nhng thnh cng rc r nh vy. c bit khch hng hng n ca chng ta l phi p, th hin nhin mt mu m bt mt s lun gy c nhiu s ch ca mi ngi.

Hy lu ti hnh thc bn ngoi, cch b tr sp t cng nh mc ch sn phm ca cng ty. Mi ngi thch nhng tm hnh ln Hy nhnh nhanh vo website ca Apple v bn s thy rng Apple hon ton tin vo mt cu ni ni ting Mt bc tranh c gi tr c ngn li ni. Vi mt khi lng thng tin v ni dung c ng ti hng ngy. Chc chn, bn s ng vi iu . Nhng tm hnh ln s tc ng n th gic ca ngi tiu dng v h s mun tm hiu thm cc thng tin v sn phm cng nh v cng ty. Thng ip n gin Trc mt lng thng tin dn dp n vi ngi tiu dng hng ngy trn khp cc phng tin thng tin i chng th nhng li ni ngn gn, d i vo tm tr ngi tiu dng hn l nhng li ni xa hoa, cu k, phc tp. Chin lc makerting tip theo l hy lun lun khc ghi v thc hin li khuyn ca cc chuyn gia v marketing l: hy gi nhng thng ip tip th tht n gin. Thng ip n gin l phi d hiu, d nh v d chia s. Tuy nhin, n gin khng c ngha l thiu i ngha chiu su ca thng ip. iu ny s khi gi mong mun hiu r bn cht ca thng ip qua vic s dng sn phm ca khch hng. To cho ngi tiu dng s thch th Hy nhn vo cc cng ty con ca Apple v bn s thy kh nhiu iu th v. H tip cn khch hng mt cch thn thin. Chin lc ca Apple khng phi l ni cho bn v nhng im yu ca h l g (trong trng hp bn khng tin vo sn phm), m chin lc ca h l chia s vi khch hng li nhn xt ca nhng ngi khc, nhng ngi ang s dng v ni v sn phm ca h. iu s khch quan v ng tin cy hn.

 p dng tng trn, chng ta cn khuyn khch cc khch hng tin tng vo sn phm kem dng trng da Nivea. Cch tt nht lm c iu ny l thng xuyn tip cn nhng mong mun v nhu cu ca khch hng ri cung cp cho h nhng sn phm tt nht. Hy cc phng tin truyn thng ln ting Thay v nhng kiu qung co truyn thng mang tnh tc thi trong cc thng, trong tun l n thun thng bo v sn phm th chng ta nn s dng nhiu cch tip cn khc nhau mi khch hng u bit n thng hiu ca mnh chng hn nh cc bi bo vit v cht lng sn phm, cc thng tin chi tit v sn phm mi ch khng ch ch gi gn trong mt thng co bo ch. V kt qu l hng nghn ngi s u bit n cc sn phm ca Nivea. Cc phng tin truyn thng i chng thc s c mt sc mnh rt ln, c bit l i vi cc doanh nghip nh. To s tri nghim duy nht cho khch hng Mi tng tc ca khch hng u c ln k hoch cn thn. nhng pht ngi tiu dng gh thm website ca mnh, cng ging nh l bn bc vo mt trang web hon ton khc. Hy mang li cho mi ngi cm gic nh l ang c tn hng mt ba tic vui v v thoi mi. Tnh duy nht trong tri nghim khch hng l mt trong nhng thnh cng ca chin dch marketing ca mt doanh nghip. Lng nghe iu quan trng nht m chng ta cn ht sc lu tm l hy to ra nhng tri nghim cha tng c cho khch hng. T , hy nhng khch hng trung thnh cng nh cc phng tin truyn thng gip bn bn hng. chnh l cch bn ang to s tn trng vi khch hng. Chng ta nn cc khch hng s dng sn phm ca mnh sau mi h pht biu cm tng ca mnh. Cn c vo h s to ra nhng sn phm tt c cht lng cao, ph hp vi th hiu ca khch hng v thu c nhng phn hi rt tt t ngi s dng.

Mt CEO c uy tn Nu lnh o cng ty gii v c uy tn, chc chn mi vic s tin trin tt p. t nht, nhiu khch hng s nhn vo . Ngi lnh o cn v phi lun th hin l mt ngi rt quan tm n mi hot ng ca cng ty. iu cng th hin rng CEO l mt ngi c ti, nhit tnh v thn thin. To lp uy tn v lun i trc mt bc Mt trong nhng cch tt nht bn c th t c nhng n lc marketing ca mnh l lun i u trong cc dng sn phm bng cch chim lnh th trng ln. V khng cn s la chn no khc l bn phi tht s ni bt. Ly mt v d Apple mt ln na, chinh phc c th gii tiu dng bng iPhone. Bn c bit LG, Samsung, HTC, v Nokia, tt c u c nhng tin ch tng t nh iPhone? V 3G hin nay cng cn c cc chc nng hn hn iPhone. Trong kinh doanh, c rt nhiu thch thc v phi cnh tranh vi cc i th ln. To lp uy tn v lun i trc mt bc l mt chin lc gip cc cng ty tr vng trn thng trng. to c uy tn vi khch hng i hi mt qu trnh lu di, v khng phi d dng. Nhng y l iu tht s quan trng v c ngha to ln i vi s thnh cng ca mt cng ty. Mt ci tn d nh Hy nhn tn cc sn phm ca Apple: iPod, iPhone, iMac v.v Khng phi ci tn no cng hon ho nhng tt c chng u d nh phi khng? V hy th so snh nhng ci tn ny vi tn ca cc b phn my mc. y cng l mt im m chng ta nn hc tp t Apple. Hy t mnh vo v tr ca khch hng xem h c gp kh khn no trong vic khi nh hoc truy cp a ch website cng nh din n chung ca doanh nghip mnh khng t c nhng bc i vng chc v xy dng thng hiu thnh cng cho doanh nghip. V cui cng... Ti tr - Mt hnh thc Marketing hiu qu.

Ti tr c chng minh l hnh thc marketing c tc tng trng cao nht hin nay nhiu nc pht trin. Vi hot ng ny, doanh nghip c th tm c nhng c hi rt ln tng cng kh nng cnh tranh ca mnh bng cch to thm nim tin, khuch trng hnh nh v thanh danh i vi cc th trng mc tiu. Tuy nhin iu khng c ngha l li dng hnh thc lm t thin vi mc ch l "l rch nh bng l lnh.

KT LUN

Chin lc a sn phm mi ra th trng l mt vn ht sc quan trng ca cng ty. Trong mt th trng cnh tranh khc lit nh th trng m phm Vit Nam lm mi mnh v nhn c s hi lng ca khch hng l yu t tin quyt dn ti thnh cng ca mt nh sn xut. Qua mt thi gian nghin cu cc dng sn phm lm p ca tp on Beiersdorf nhng c hi t c v nhng thch thc cn vt qua khi a sn phm ra th trng, nhm chng ti mnh dn a ra nhng gii php, kin ng gp hy vng s gp mt phn nh vo s thnh cng ca cng ty. Do nhng hn ch v kin thc cng nh kinh nghim thc t nn bi tiu lun khng trnh khi nhng thiu xt cng nh nhng kin thc cha tht s xc ng v mt s vn nu trn. Knh mong nhn c s ng gp kin, nhn xt ca c v tt c cc bn.