Bi Tp C Nhn

Sinh Vin: Nguyn Anh T - Lp K6A4

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Bi Tp Marketing Cn Bn
bi: Anh( ch) hy ly v d v mt sn phm hoc chng loi sn phm c

th b loi b ra khi th trng. T phn tch v lm r tng giai on trong chu k sng ca n.

Bi Lm
Mi trng cnh tranh ngy cng gay gt v khc lit, c bit l nn kinh t ang trong qu trnh hi nhp v pht trin. Cng vi s pht trin ca th trng, ngi tiu dng lun mong mun nhng sn phm mi thay th cho ci c v chin lc kinh doanh ca i th cnh tranh thay i s nh hng ti s bin ng ca khi lng tiu th sn phm v li nhun. Do chu k sng ca sn phm ngy cng c xu hng ngn i, cc sn phm s ko trnh khi vic b loi b ra khi th trng nu ko c nhng chin lc iu chnh marketing thch hp. C mt thi, kem nh rng D Lan lm ma lm gi trn th trng t Bc vo Nam, thm ch bn c c hng sang Trung Quc. Ri D Lan bin mt do c bn cho Colgate Palmolive nm 1995. 1. Giai on tung ra th trng. Nm 1988: Kem nh rng D Lan ra i trn kt qu hp tc gia C s sn xut Sn Hi v k s Lu Trung Ngha (Ph gim c k thut Cng ty Kem nh rng P/S, khi cn l mt doanh nghip quc doanh) - mt trong nhng chuyn gia hng u trong ngnh sn xut kem nh rng Vit Nam lc . y l giai on a sn phm ra bn chnh thc trn th trng. i hi cn c thi gian chun b k lng v mi mt. Ban u kem nh rng c thng hiu Sonnhai, bn mi vn ko c v thng hiu kh nh. Sau 1 thi gian quyt nh i tn thnh D Lan nhng kt qu vn ko nh mong i. Chin lc marketing ca cng ty c coi l n tng chnh l khuyn mi u tin m D Lan thc hin l mua kem nh rng tng tivi. Khi , khch hng Trng H Kinh T & Qun Tr Kinh Doanh 1

Bi Tp C Nhn

Sinh Vin: Nguyn Anh T - Lp K6A4

---------------------------------------no mua sn phm m trong c t giy c hai s 9 th tng hp kem, 3 s 9 tng 500.000 ng, 4 s 9 tng tivi. Giai on ny c s sn xut Sn Hi c li rt t do chi ph cho vic kch thch tiu th. Kt qu l cng ty thnh cng trong vic hnh thnh thng hiu trn th trng, thng hiu D Lan tr nn gn gi vi khch hng hn. 2. Giai on pht trin. Trong khong thi gian t nm 1989 n 1995, kem nh rng D Lan ni ln nh mt ngi sao. Hnh thc khuyn mi c i thnh mua kem nh rng c tng mt ci bn chi. Trong khi cc doanh nghip khc chng c khuyn mi g nhiu th D Lan li tng c nhng tin ch cho ngi tiu dng. T D Lan tr nn than thit vi ngi tiu dng trn c nc. Lc , D Lan chim 90 95% th phn min Bc, min Trung 70% th phn, nhng trong Nam th phi tha nhn l P/S ang rt mnh. 3. Giai on bo ha. Sn phm D Lan khi nh bt c cc sn phm kem nh rng khc nh Nh Ngc, Rng ng ( Si Gn) v Ngc Lan( H Ni), kem nh rng Trung Quc trn lan, nhng D Lan nh bt c kem nh rng Trung Quc ra khi th trng, khng nhng th cn bn c sang c Trung Quc, Lo, Campuchia. Thc t, D Lan thnh cng nh lc nhu cu th trng rt ln v cha c sn phm no ni tri trn th trng ngoi tr P/S. V dng nh cha sn phm no quan tm n vic lm qung co. Cng ty tch cc qung co trn sng pht thanh nhm a thng hiu D Lan n gn vi ngi tiu dng hn na. Sn phm kem nh rng D Lan c cht lng tng i, hp ti tin. c bit, hnh nh mt c gi p lo khoe hm rng trng trn bo b cng gip D Lan c thin cm hn vi ngi tiu dng. Nhng yu t trn v tnh gip D Lan nhanh chng nm trong tr nh ca ngi tiu dng. Thi k ny chim ti 30% th phn kem nh rng c nc (P/S lc chim hn 65%). Sn phm cn c tiu th Campuchia, Lo v Trung Quc.

Trng H Kinh T & Qun Tr Kinh Doanh

Bi Tp C Nhn

Sinh Vin: Nguyn Anh T - Lp K6A4

---------------------------------------4. Giai on suy thoi. Nm 1994, nhn hiu kem nh rng P/S ca cng ty Phong Lan c tp on Unilever mua li. Ni lo khng cnh tranh c vi nhng cng ty nc ngoi c iu kin vt tri hn hn(Unilever l tp on hng tiu dng vi rt nhiu chng loi sn phm, cn Colgate Palmolive l tn tui ln ca ngnh kem nh rng th gii vi tui i xp x 200 nm). n nm 1995, P/s c cng ty D Lan lin doanh vi Tp on Colgate-Palmolive. Tuy nhin, y chnh l ct mc, bo hiu ci cht ca D Lan. Chin lc ca cc cng ty a quc gia r rng hn. Unilever l tp on hng tiu dng a chng loi, nn khi mua li P/S Unilever chn cch pht trin P/S da trn thng hiu sn c. Trong khi , Colgate Palmolive ni danh ch vi sn phm chm sc rng ming mang thng hiu Colgate nn vic h a thng hiu ca mnh vo, thay v pht trin D Lan, cng l iu d hiu. Colgate Palmolive tip tc duy tr v pht trin thng hiu D Lan. Th nhng, sau khi mi th tc chuyn nhng v lin doanh hon thnh, thng hiu D Lan ch tn ti thm c vn vn 3 thng. Th l ch sau vi nm lin doanh, D Lan lin tc thua l trc khi b bn hon ton cho Colgate nm 1998. Sau , tp on ny b hn tn D Lan, u t vo Colgate nhm chim lnh th trng kem nh rng Vit Nam. Thng hiu D Lan bin mt khi th trng t y. Th trng kem nh rng Vit Nam 90% l do 2 cng ty quc t Unilever (vi sn phm P/s v Close up) cng vi sn phm Colgate ca tp on Colgate Palmolive nm gi, 10% cn li l th trng ca mt s c s sn xut nh v cc thng hiu nc ngoi.

Trng H Kinh T & Qun Tr Kinh Doanh