ti: Hy chn mt sn phm mi c mt cng ty bn trn th trng phn tch, nh gi xem sn phm thuc dng sn phm mi no v n c nhng im khc

c bit no so vi sn phm cng loi ca i th cnh tranh, bin php Marketing no cng ty nn p dng m bo thnh cng trn th trng. Bi lm I/ Th trng du gi v s ra i ngon mc ca X-Men 1/ Th trng du gi Vo thi im cui nm 2003, trn th trng du gi vn ni ln hai i gia ln, l Unilever v Procter & Gamble (P&G). Hai thng hiu ny thng lnh th trng vi nhng sn phm nh: Sunsilk, Clear, Dove, Lifebuoy( ca Unilever) v Pantene, Head & Shoulders (ca P&G). ng thi, cng xut hin mt vi nhn hiu du gi u khc nh Double Rich, Enchanteur, Palmolive Da vo nhu cu a dng ca ngi tiu dng, cc nh lm thng hiu chn cch cnh tranh bng vic chia phn khc. Phn khc du gi tr gu c Clear, Head & Shoulders v nng v bnh l hn mt cht l Nizoral. Thin v mi hng dnh cho n, hu nh ch c Enchanteur ca Cng ty Trch nhim hu hn Unza lm ma lm gi. Sn phm nhm n gia nh, c thu nhp thp, ch yu cc tnh, l Lifebuoy, Sunsilk. Gn y, phn khc ny ang b thu hp dn v thu nhp ca ngi dn ngy cng kh hn. Nh chng ta bit, tt c cc du gi u k trn u hng vo mt i tng, l ph n. Tuy nhin, mt iu kh bt ng, ngi tiu dng li khng h phn bit l sn phm du gi u dnh cho n, do , c nam gii, cng thng s dng cc loi du gi u ny. H cn khng tm rng mnh nn gi du gi u no dnh cho ring mnh. Thc t, a s n ng t i mua du gi ni ring v nhng sn phm chm sc u tc ni chung. Ngi ph n ng vai tr quyt nh trong chuyn ny. V mua cho chng, bn gi mua cho ngi yu, ch mua cho em trai v em gi mua cho anh

Lc by gi, trn th trng du gi nam, ch c Romano ca Unza l c chim. Tuy nhin, Romano ch c ch trng l mt loi sa tm, v c i km vi Enchanteur nh mt loi sn phm ph. ICP pht hin ra phn khc th trng cn b ng ny. H cho rng, phn khc th trng ny cn rt mu m khai thc. V th, cu chuyn X-Men ra i. 2/ S ra i ca X-Men X-Men l mt sn phm ca Cng ty c phn hng gia dng quc t (International Consumer Products Corporation- ICP). Vi b sn phm c hnh dng kh Ty, cng vi mt ci tn cng kh l Ty v c bit lc by gi: X-Men. S d bo X-Men l mt ci tn kh c bit, v cng thi im , b phim ni nh ni m X-Men II cng c ra mt cng chng ti Hollywood. Mc khc, theo ng Phan Quc Cng Tng gim c ca ICP, X-Men v sau ny l Dr.Men ca ICP u c ch "Men" ch sn phm cho nam gii. X c suy t "Next Generation" (th h k tip) v X-Men l th h nam gii mi, lch lm v snh iu. Anh mun mang sn phm ny n vi nam gii ton cu ch khng ch ring Vit Nam. Ci tn thng hiu nghe rt Ty chnh l th hin chin lc ton cu . Cng vi , l mt on video qung co s dng nhn vt c coi l mt trong mi ngi n ng quyn r nht hnh tinh nm 2005 Brad Pitt to mt n tng kh mnh trong lng cng chng Vit Nam. V vi tm ngn sch hn hp l 400 triu ng, ICP lm nn iu k diu. II/ Chin lc Marketing cho X-Men mt chin lc tuyt vi. 1/ X-men, mt sn phm mi trong phn khc th trng mi. V th, khi X-Men nhy vo phn khc th trng ny, vi vai tr l du gi u cho n ng, n c coi l ang tung honh trong i dng xanh. V vy. X-Men c coi nh l mt sn phm mi nguyn tc. V ln u tin xut hin trn th trng, cho ti khi xm nhp th trng, ngoi X-men th cha c sn phm du gi u no tng t.

2/ Cc hot ng Marketing ni bt T lc xm nhp th trng, X-Men lun to c s n tng trong cc hot ng Marketing. V v th, c ngi tiu dng nh v l mt sn phm c ngun gc nc ngoi. Khi mi bt u, X-Men c qung co rm r trn cc phng tin thng tin i chng. Cng s xut hin ca gng mt ti t Brad Pitt trong 1 on video qung co, nhng tm v i du lch nc M gp Brad Pitt lm cho nhiu ngi tiu dng Vit nc lng. Khng ch v s xut hin qu t ngt ca mt nhn hiu du gi m ngi tiu dng coi l mt sn phm ngoi, m cn v cch qung co ni bt ca n. Brad Pitt c coi l mt thn tng ca cc thiu n, khi ICP dng anh ta trong on qung co ca mnh, ICP ng rng, khi dng X-Men cng c th c nh anh y. Nh mt h qu tt yu, X-Men tng bc nng cao th phn, v ginh ly v tr dn u th trng ca Romano mt cch m thm. Cng vi cc chin dch gim gi mnh v cc chng trnh khuyn mi khc lm nhiu ngi ni ti X-Men hn na. Nhn hiu X-men cng c nhiu ngi bit ti nh mt sn phm nc ngoi c gi bnh dn. Hiu c tm l tiu dng ca ngi Vit l snh ngoi, ICP to mt kiu dng chai X-Men phong cch rt Ty, cng vi nhng on qung co trn TVC khin cho doanh thu ca ICP tng t bin. Nhng iu kinh ngc hn c, tng s chi ph cho cc chin dch Marketing ny ch c 400 triu ng. Mt con s qu thc khng ng k so vi s li nhun m ICP thu v c. Chin dch th hai chnh l thng ip : nu thng chng, hy anh y dng du gi ring. Qu thc thng ip ny nh ng tim en ngi ph n, nht l ngi ph n Vit Nam. ICP rt khn kho khi chn mc tiu khch hng chnh l nhng ngi ph n, nhng ngi lun lo chuyn gia nh, c bit l v du gi u cho nam gii trong gia nh. Khi nh trng tm l ngi ph n, ICP

mun m rng, nhng loi du gi u c nh ch dng u l ca ph n, ch hy cho chng ca ch dng loi du gi u ring i!. Vi cch lm nh vy, ICP nh trng tm l thng chng ca ngi ph n Vit Nam. V th hin tnh yu thng bng cch mua du gi u ring ca mnh. Thng ip tip theo l : Nu l nam nhi, hy dng du gi u ring. ICP rt khn kho khi thc hin chin dch ny. Vy n th hin nh th no khi ICP ra hng lot thng ip c v nh khng lin quan ti nhau, nhng li c lin quan kh mt thit? Khi ra thng ip th nht, ICP mun nh ch yu vo tm l ngi ph n, nhng bn cnh cng tc ng khng nh ti nam gii trong gia nh. Bi v lc ny, ngi ph n l ngi ch ng trong vic mua sm cc loi du gi u cho gia nh, nam gii hoc khng can thip, hoc khng ti chuyn ny. Tuy nhin, sau mt thi gian thc hin thng ip th nht, tm l ngi n ng s c tc ng khi chnh mnh c dng loi du gi u ca ring mnh. Khi ra thng ip th hai, cng vi slogan: n ng ch thc. ICP mun nh vo lng t trng ca nam gii, nht l nhng nam gii Vit Nam. Tc ng ny dn ti h qu mt cch kh dn dn. Lm cho ngi n ng ngy cng thc c rng mnh cn phi dng loi du gi u ring. Tc ng ny hnh thnh mt cch t nhin trong thc ca nam gii, v nam gii ngy cng ch ng hn trong vic mua sm sn phm du gi dnh cho ring mnh. Bn cnh , nhng chng trnh xc tin bn kh rm r trn th trng. Cc hng ha trong siu th dng nh cng nhiu hn vi nhiu chng loi sn phm n theo X-Men nh sa tm, Gel vut tc, nc hoa, lm ngi tiu dng ngy cng quen thuc nhn hiu XMen hn na. Trn TVC lc ny xut hin on qung co ngi hng X-Men XHitchhiking. Videoclip di 30s th hin cnh mt anh chng in trai (do Michael Fox ng), xng pha khng ngi gian kh cu nguy cho 1 c gi (do Tara Wallace ng) . C ngi ni rng, hnh ng anh hng cu m nhn khng

h lin quan g ti sn phm X-Men c. Nhng thc ra, ICP mun m ch rng khi bn dng du gi u X-Men, bn cng c th nh anh y. N n tng ti ni, nhng thc phim qung co , c ngi tiu dng nh rt r, ng th hai sau qung co Comfort vi nhn vt Andy v Lili. iu ng ni l trong cng thi gian pht nhng on qung co , c nhiu phim qung co honh trng ca cc thng hiu ln: Coca-Cola, Omo, Tiger Beer, Ponds Dng nh cc on video qung co ln lt ra i (u tin l XHitchhiking, ri n X-Mission, v X-Rescue, gn y l Die Hard 5) nh vo thc khng nh ca cc cu b tui teen, nhng ngi lun mun khng nh ci n ng ch thc trong ngi. V nhng pha hnh ng theo phong cch M ny li s n tng kh su sc trong lng h. So c v th ln lc, X-Men ch l chng t hon trc cc tn tui ln. Tuy nhin, chng t hon lm nn k tch mt cch thuyt phc. Vi ngn sch dnh cho tip th ch 599.000 USD trong nm 2006, nhng X-Men chim c 7% th phn, xp th 5 trn th trng du gi ni chung v ng u (hn 60% th phn) trong phn khc du gi dnh cho nam. l thnh cng ln ca mt thng hiu Vit, c bit trong ngnh du gi, ni so gng ca rt nhiu thng hiu ln.
NGN SCH V TH PHN MT S THNG HIU DU GI TI VIT NAM

Nhn hiu du gi Sunsilk Clear Romano Double Rich Palmolive Enchanteur Rejoice Pantene X-Men Dove Lifebouy

u t (triu USD) 4,32 4,71 0,72 0,53 0,07 0,02 4,7 3,7 0,59 1,45 1,85

Tng s th phn (%) 14 18,7 2,5 2,8 2,4 3,1 13,5 10,8 7 6,2 6,2

Ngun: TNS Infosys& Nielsen, nm 2006. Hin gi, X-Men cng v ang cng c thng hiu ca mnh trc Romano hay CLEARmen. Bng vo vic t chc cc cuc xc tin thng mi, PR rng ri, dng nh tri qua mt nm cnh tranh vi CLEARmen, x-Men vn cha b bp. Vo thng 7/2007, X-Men t chc cuc thi Vit tip kch bn cho b phim di tp ca mnh. Cuc thi ny c din ra mt cch rm r khu vc pha Nam v lm cho bo gii vo cuc v rt quan tm. Ti thng 11/2007, X-Men tip tc tham d cuc thi Tp lm gim c Marketing ln th hai. Cuc thi ln ny khng ch c t chc ti cc trng di hc pha Nam, m cn vn xa ra tn ngoi Bc. H qu l trn cc din n, chin dch tip th cho X-men c ni n nh mt hin tng trong Marketing. Hin nay, c v nh ICP tm ra chin lc cho loi sn phm ch lc ny. Bng vic cho ra i nhiu loi sn phm trong dng sn phm X-Men, ICP v ang a dng ha cc chng loi sn phm ca mnh hn. Ngoi ra, vic Mr.Cng lin tc ln truyn hnh, bo ch cng thy c thi tch cc ca ban qun tr ICP. Dng nh vic Phan Quc Cng c mi n ti cng Philip Kotler cng ang nng co gi tr thng hiu c nhn ca ng ta, ng thi ca ICP. Vo u nm 2008 ny, ICP bt u nhy sang lnh vc thi trang vi mc ch qung b cho X-Men. Hin gi, nu bn vo siu th s thy trn chai X-Men c gn mt tags X-series. l mt chin lc Marketing kh tuyt vi, khi ICP quyt nh tr thnh c ng chin lc ca Smart Tailor. Loi dng sn phm thi trang cao cp X-series s tip tc tip sc cho X-Men trong cuc chin vi CLEARmen v Romano. II i th cnh tranh ca X-Men 1/ Romano v cc sn phm dnh cho nam gii

Khi X-Men bt u xut hin trn th trng, lc ch c Romano l mt sn phm dnh cho nam gii. Tuy nhin, Romano li c nh hng l mt sn phm sa tm, mt phn khc rt nh so vi du gi u. Khi X-Men m chin dch qung co rm r, th Unza mi thc s hong ht. V lc ny h mi thc s tp trung vo chin dch tip th cho Romano. Romano l mt sn phm c nh v theo phong cch , c mi hng lng mn ca nhng chng trai x Italia. Tuy nhin, iu kh khn y l sn phm ny mt thi gian i cng vi sn phm dnh cho ph n l Enchanteur. iu ny khin sn phm mc d dnh cho nam gii nhng khng c nam gii a chung. Mt khc, ni ti phong cch v phong cch M, th phong cch hnh ng kiu M lun c nam gii, nht l cc bn trai tui teen a chung hn. Bn cnh , vic X-Men chim lnh phn khc th trng du gi u dnh cho nam cng lm phn khc th trng ny dn dn m rng thnh mt th trng rt tim nng. V v th, sau Romano, cc hng m phm cng ln lt tung cc sn phm dnh cho nam gii vo th trng. Biore cng gii thiu sn phm sa ra mt Biore for men v bt u tr thnh quen thuc trn th trng. Tip n l Rexona vi sn phm kh mi vng nch. Nivea cng c nhng bc tip cn th trng kh thn trng vi cc sn phm ban u ch l cc sn phm kh mi th nay cng c y cc sn phm t v sinh c th n dng da, lm p... Gilliete cng mang n cho ngi tiu dng nhng sn phm "c trng" nh kem co ru, nc lm du mt da... Ngoi ra, mt lot cc nhn sn phm dnh cho n ng va quen va l c mt trn th trng: Super Max, Schick, Sport, Dulgon, Umbro, Malizia, Fa, Club, Event, Exit... Nm bt c mt khuynh hng tiu dng mi, cc nh sn xut khng cn ch vo cc sn phm v sinh, cc sn phm chm sc tc v...ru m cn c nc hoa, kem dng da, kem chng nng...p ng y nhu cu to dng mt v p lch lm cho cc qu ng.

Dng nh cc hng cng bt u nhn thy tim nng ca th trng m phm dnh cho nam gii. V mt h qu tt yu, l s ra i ca hng lot nhn hiu ln trn th trng. 2/ CLEARmen Unilever lun c coi l mt i gia trong lnh vc hng gia dng. Vi chin dch bao ph ton din, Unilever c v nh mun c chim th trng Vit Nam. Vi cc nhn hiu ni ting nh: Omo, Dove, Clear, Comforl, Sunsilk, Lifebuoy, P/S, cho thy khi Unilever tp trung tn cng vo mt th trng no th u din ra mt cuc chin c lit c. Trong th trng du gi, Unilever v P&G c coi l hai ng ln. Gia h din ra nhng cuc cnh tranh khc lit nh bt cc i th yu th khc ra ngoi. Vo thi im X-Men ra i, Unilever v P&G cng nhn ra mt khe h th trng kh ln ri. Thm ch, P&G cng c mt dng sn phm Head & Shoulders dnh cho nam gii trong mt thi gian. Tuy nhin, v cuc chin gia hai k khng l li din ra trong th trng du gi dnh cho n, nn cc sn phm dnh cho nam khng c hai hng ny ch ti. Tuy nhin, khi X-men c s tng trng vt bc trn th trng du gi. Ti nm 2007 t ti 7,5% th phn ca ton th trng, v 60% th trng du gi dnh cho nam. iu ny khin hai ng ln git mnh. V h qu tt yu l s ra i khng km phn honh trng ca CLEARmen a em trai t trong gia nh Unilever. CLEARmen c u i tuyt i bng nhng khon chi cho cc chin dch Marketing khng l. Vi li th ca mt i gia, Unilever c v nh mun y XMen vo th ng cng vy. Chin dch Qu tng yu thng cng vi i s thng hiu l Bi Rain to mt cn lc mang m iu CLEAR khp Bc, Trung, Nam.

V ti by gi, th phn du gi ca CLEARmen ang ui st vi X-Men, v gp i Romano. 3/ Head & Shoulders Trc khi Romano cng X-Men ra i, c mt thi gian P&G tung ra mt loi sn phm c gi l du gi u dnh cho nam Head & Shoulders. Tuy nhin, v cuc chin gia P&G v Unilever qu c lit, nn b ng th trng ny mt thi gian. Nhng cng v sau, i gia ny cng thy vic b ng th trng ny l mt sai lm. Th nn gn y, tip tc xut hin du gi u dnh cho nam mang nhn hiu quen thuc ca Head & Shoulders. Ngi dn Si Gn chc hn khng th qun nhng tri bng huyn b Gu hay Tin?. Cc chin dch tip th ca P&G kh c o v bt ng. Tuy nhin, ngi tiu dng rt kh phn bit c hai loi sn phm du gi u dnh cho nam v n. V th, ti thi im hin nay, P&G vn yu th hn cc hng khc trong th trng ny. IV Cc bin php Marketing m ICP nn p dng Hin nay, i th chnh ca X-Men khng ch l Romano m cn c CLEARmen. Hn na, CLEARmen c s hu thun cc ln ca mt tp on i gia l Unilever lm cho cuc chin cng lc cng khng cn sc. Hin nay, ICP nn cc bin php Marketing li vi nhau to thnh mt bin php tng th.Vi tm ngn sch hn hp, tt nhin l X-Men khng th dng s cnh tranh v gi trc tip vi Unilever c. X-Men bc u ra mt chim lnh mt i dng xanh mu m. Mt con c nh dn dn ln ln v to c v th nh hin nay. Vy v sao li khng nhum xanh li i dng ? C nhng bc m ICP cn lm ngy trong thi gian ti: - Tip tc nng cao cht lng sn phm. Lin tc i mi dng, chng loi sn phm. iu ny c th thy dng sn phm bnh dn ca Unilever, c bit l

Sunsilk. iu ny s kch thch ngi tiu dng mua hng nhiu hn, ng thi, tng vng i dng sn phm ln - M rng h thng phn phi, c bit l cc tnh l, nng thn. iu ny kh l kh khn cho X-Men khi n c nh v l mt sn phm dnh cho gii trung v thng lu. Tuy nhin, m rng c th phn, cng nh chin thng c h thng phn phi rng ln ca Unilever, khng cn cch no khc l phi c mt loi sn phm trong dng sn phm X-Men l sn phm bnh dn. - Tch cc xc tin thng mi, c bit l qung co v PR. Hin gi, on video qung co ca ICP lun l mt ti nng hi c bn lun nhiu cc bo, cc din n. Tnh hp dn ca nhng pha hnh ng kiu M s tip tc li cun gii tr, c bit l cc cu b tui teen n vi dnh sn phm ny hn. ng thi, bn cnh , nhng chin dch PR rm r cng s tng nhn din thng hiu ca ngi tiu dng. - Chin lc v gi. Thc ra chin lc ny khng kh thi lm nu em so vi ngun qu khng l ca tp on Unilever. Tuy nhin, nu X-men s dng chin lc ny tc l ICP h thp nh v sn phm, ng thi m rng lng khch hng mc tiu. So vi dng sn phm ch dnh cho tui teen nh CLEARmen, X-Men dng nh vn thng th hn V- Cuc chin vn cha kt thc Vi Romano ang c gng ly li th trng mt nh trong nhiu nm qua. CLEARmen vi s hu thun cc k ln ca mt ngun lc ti chnh khng l, ng thi c nhng tim lc khc nh v chin lc Marketing tuyt vi, h thng phn phi gn nh hon ho. V Head & Shoulders a con ca P&G v ang m thm tip cn th trng. X-Men hin ang i mt vi nhng i th ln trong cuc chin dng nh khng h cn sc ny. Tuy nhin, hin gi X-Men vn gi vng 60% th phn ca th trng du gi dnh cho nam gii. Hy vng rng, vi tm nhn v cc chin lc tuyt vi nh chng ta tng thy trong thi gian qua ca ban qun tr, ICP s tip tc lm nn iu k diu th hai.

Ngun : thuongmai.biz