_Gii thiu sp: Clip _Li m u: Vo thi im cui nm 2003, trn th trng du gi vn ni ln hai

i gia ln, l Unilever vi nhng sn phm nh: Sunsilk, Clear, Dove, Lifebuoy v Procter & Gamble (P&G) bao gm Pantene, Head & Shoulders 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 c Enchanteur. Sn phm nhm n gia nh, thu nhp thp 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. 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.

_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). 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 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. a clip brad pitt vo minh ha

_Chin lc Marketing mt chin lc tuyt vi.

1/ X-men, mt sn phm mi trong phn khc th trng mi. 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. 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 th hai, l thng ip : 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 X-Men hn na. 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. 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 Xseries 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.

_ Chin lc phn khc:

Chic bnh ngy cng hp dn, iu tt yu l nhiu ngi mun c chia phn. p lc cnh tranh ngy cng ln. y l lc cng ty m ca X-Men p dng trit chin lc phn khc.n lc ny, h khng ch c thng hiu X-Men m cn hng lot tn tui khc. y l cch gip tng th phn, doanh s v quan trng hn l che chn, bo v cng nh gim p lc cho X-Men.Mi thng hiu nhm n mt phn khc khc nhau, vi tng i tng c th. Dr. Men dnh cho n ng mun tr gu. Hatrich nhm n ngi chi v yu thch th thao, c th l bng . Teen-X dnh cho hc sinh nam cp 2,3. I-In-I cho ngi thch s tin li. V trn ht, c X-Men For Boss, phc v cho nhng ngi thnh t.K hoch pht trin ca X-Men, khng nm ngoi khuynh hng chung ca nhiu thng hiu ln trn th gii: xy dng mt siu thng hiu. C ngha l khi nhc n X-Men, ngi ta s khng ch nhc n du gi dnh cho nam gii.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 vi mt thng hiu Vit, c bit trong ngnh du gi, ni so gng ca rt nhiu thng hiu ln. X-Men nn tm hiu thm nhng ai cha dng sn phm ca mnh lm thm nhiu th trong tng lai 60% l th phn ca thng hiu X-Men trong phn khc du gi dnh ring cho nam gii.

_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 (kt lun i a)

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. XMen 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.

_Bnh m kp tht v bnh m kp tht, thm ch:

Ngay t u, X-Men xc nh dugi l sn phm chin lc. Mi ngn sch, n lc u dnh cho nhm sn phm ny. X-Men tung ra nhiu chindch tip ni, vn da trn thng ip c nhng m rng n nhiu i tng khc. Yu tc nhm n l: tui tc, thu nhp, khu vc sng, nhng ngi cn chn ch, chamun th hin mnh thng chng/ngi yu/anh/em trai v c nhng ngi chamun mi ngi nhn thy mnh l n ng ch thc. Trc mi nguy mt th phnvo tay X-Men, Romano buc phi tm v kh mi. H bt u tung ra sn phm dugi v sa tm Racing, bn vi gi r hn X-Men. y l chin lc bnh m kp tht:trn c Romano, di c Racing, kp XMen gia.Nh mt trn chin thc s, X-Men buc phi tm cch phng v v tn cng. H quyt nh dng chnh chin lc bnh mkp tht ph th gng km tung ra XMen For Boss. Nh vy, trn c X-Men For Boss, di c X-Men, kp Romano gia.Khng ch l bnh m kp tht, X-Men cnkp thm ch, ngy cng hp dn. Trong khi , sau khi dn mi th cho vic ra mtRacing, Romano t nhiu gp kh khn. y l c hi thng hiu dnh cho n ngch thc khng ngng pht trin vi nhiu k hoch thng lnh th trng.Khi chimc v tr u trong phn khc, X-Men tip tc trin khai chin lc quan trng: a dngha sn phm. Khng ch c du gi XMen, hng lot sn phm n theo khc ra i:sa tm, ln/xt kh mi, gel/mousse, nc hoa dnh cho nam gii.Chn hng a dngha sn phm, tuy nhin, X-Men vn nht qun trong chin dch tip th. Tt c cc muqung co u nhn mnh n du gi, khng chuyn hng sang sa tm hay ln/xt khmi, nc hoa iu ny gip X-Men lun cng c hnh nh ca mnh trong tm trkhch hng. Quan trng hn l m bo mc tng trng v gi v tr s mt.Vi ngnsch nh dnh cho cng tc tip th, mt qung co ca X-Men khng c lin tc vdy c trn cc phng tin truyn thng. Tuy nhin, s u t no ca X-Men cng rang ra khoai. c bit l mu qung co XMission y sng to.Theo kho st ca cngty Nielsen, trong thng 1-2007, X-Mission c ngi xem nh th hai, sau qung coComfort vi nhn vt Andy v Lili. iu ng ni l trong cng thi gian pht X-Mission,c nhiu phim qung co honh trng ca cc thng hiu ln: Coca-Cola, Omo, Tiger Beer, PondsTrong thng 3-2007, X-Mission khng cn xut hin trn truyn hnh. Tuynhin, qung co ny vn xp th t trong danh sch phim qung co c nhiu ngighi nh.Mt ln na, X-Men l minh chng hng hn cho quan im: Yu t sng tong vai tr quyt nh trong qung co v cc chin dch truyn thng tch hp. Khng phi nhiu tin, lm ca l thng.

_Quan st cch mua hg + chn sp, phn tch hnh vi khch hg (g trn gc marketing): Clip trog siu th coopmart

_M mt trn ring:
X-men nhm n i tng khch hng honton mi. l nhng ngi n ng vn ang s dng du gi dnh cho n.Qu tht, khicha c s xut hin ca X-Men, nhiu ngi vn khng my quan tm n vic mnhang dng du gi cho nam hay n. Thi quen tiu dng ca a s n ng Vit Nam vnl: ngi ph n trong gia nh mua g, h s dng ny.Nm bt iu ny, nhng ngiqun l thng hiu X-Men chn chin lc: nhm vo c hai nhm khch hng: itng s dng v i tng mua.Thc t, a s n ng t i mua du gi ni ring vnhng sn phm chm sc u tc ni chung. Ngi ph

n ng vai tr quyt nh trongchuyn ny. V mua cho chng. Bn gi mua cho ngi yu. Ch mua cho em trai, v emgi mua cho anhBi th, thng ip t X-Men: Nu thng chng, hy anh y dng X-Men tung ra nhiu chindch tip ni, vn da trn thng ip c nhng m rng n nhiu i tng khc. Yu tc nhm n l: tui tc, thu nhp, khu vc sng, nhng ngi cn chn ch, chamun th hin mnh thng chng/ngi yu/anh/em trai v c nhng ngi chamun mi ngi nhn thy mnh l n ng ch thc

_i th cnh tranh
1/ Romano ca UNZA v cc sn phm dnh cho nam gii va quen va l c mt trn th trng: Super Max, Schick, Sport, Dulgon, Umbro, Malizia, Fa, Club, Event, Exit... 2/CLEARmen ca Unilever CLEARmen c u i tuyt i bng nhng khon chi cho cc chin dch Marketing khng l. 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 ca P&G (Procter & Gamble) vi 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

_Ti sao chn sp ny: X-Men c nh v l nhm sp lm p dnh ring cho

nam gii c thu nhp trung bnh cao tr ln Gi c m ICP a ra thng dao dng vo khong 20.000 - 200.000 , ty tng loi sn phm v kch c

_ Tm vd nh hnh sp (nu c trg, m t, slogan, bao b)

Cc sn phm du gi u c X-men phn vo nhm Personal Care, c th bao gm : X-Men X-Men for boss Dr. Men X-Men for teen Tn gi :X men ra i vi mt ci tn rt c bit. X men c ch "Men" ch sp cho nam gii. X c suy t "Next Generation"v X men l th h nam gii mi, lch lm v snh iu. Mi hng: Nt quyn r ca X men Logo ca X men: to c s khc bit, d phn bit vi cc logo khc, c kh nng lm cho ngi xem nh n n v lin tng n sn phm ca cng ty Hnh tng to thin cm: o X men cho thy ci anti-professional ca mnh khi s dng hnh nh ca Brad Pitt din vin Hollywood mt trong mi ngi n ng quyn r nht hnh tinh nm . o Brad Pitt to mt n tng kh mnh trong lng cng chng Vit Nam.

 Slogan: n ng ch thc; Slogan ngn gn nhng hm cha nhiu ngha v li cun, mnh m, nam tnh Bao Gi: ni bt, d nhn bit. *Th trng mc tiu ca X-Men xut pht t tn thng hiu, hnh nh nh v l n ng "men" Trong th trng du gi dnh cho nam X-men la chn 4 on th trng nh l Th trng dnh cho nhm n ng tr tui nng ng vi sn phm p ng l X-men Th trng dnh cho nhm n ng thnh t vi sn phm p ng l X-men for boss Th trng dnh cho nhm n ng mnh m, tc nhiu gu vi sn phm p ng l Dr. men Th trng du gi cho nhm tui teen vi sn phm p ng l X-men for teen