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B CC
I

T VN

II

KT QU NGHIN CU

III

KT LUN
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I. T VN
1.1 Tnh cp thit

Ngnh in th vin thng ang pht trin nh v bo. in thoi di ng khng cn l vt xa x.

Khi Viettel mi tham gia th trng, 97% th phn u do hai


doanh nghip thuc VNPT nm gi. Vy thnh cng Viettel lm g trong hot ng marketing? Chin lc marketing mix ca cng ty? => Tm hiu chin lc Marketing Mix ca cng ty vin thng qun i Viettel
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I. T VN
1.2 i tng v phm vi nghin cu i tng: Chin lc marketing mix ca Viettel Phm vi: - Khng gian: Cng ty vin thng qun i Viettel - Thi gian: Tin hnh trong na u thng 5/2010 - Ni dung: Chin lc marketing mix cho cc thu bao di ng tr trc

II. KT QU NGHIN CU
Gii thiu v cng ty Viettel Chin lc sn phm ca Viettel Chin lc gi ca Viettel Chin lc phn phi ca Viettel Chin lc xc tin ca Viettel Mt s thnh tu m Viettel t c Mt s hn ch trong hot ng ca Viettel
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2.1 Gii thiu v cng ty Viettel


Tng cng ty Vin thng Qun i c thnh lp theo quyt nh s 43/2005/Q-TTg ngy 02/03/2005 ca Th tng Chnh Ph ph duyt n thnh lp Tng cng ty Vin thng Qun i v Quyt nh s 45/2005/Q-BQP ngy 06/04/2005 ca B Quc Phng v vic thnh lp Tr s giao dch: S 1, Giang Vn Minh, Kim M, Ba nh, H Ni. in thoi: 04. 62556789 Website: www.viettel.com.vn Tn c quan sng lp: B Quc phng Cng ty Vin thng Viettel (Viettel Telecom) trc thuc Tng Cng ty Vin thng Qun i Viettel c thnh lp ngy 05/4/2007, trn c s st nhp cc Cng ty Internet Viettel, in thoi c nh Viettel 6 v in thoi di ng Viettel.

2.2 Chin lc sn phm ca Viettel


Viettel ch trng xy dng pht trin thng

hiu: - Xy dng thng hiu chung cho tt c cc sn phm ca cng ty : Viettel PT a dng SP, xy dng nhn hiu ring cho tng SP th hin bn cht ca sn phm. Hin Viettel c 10 gi cc tr trc.

2.2 Chin lc sn phm ca Viettel


Gi cc Hi School: ng hnh cng tui xanh i tng KH: l hc sinh, trong tui t 14 18. Cc gi v nhn tin r nht trong s cc gi cc tr trc ca Viettel SMS siu tit kim: 100 tin nhn ni mng/ngy ch vi 3.000 Gi cc Sinh vin Ti l sinh vin i tng khch hng ang l sinh vin Mc cc thoi v nhn tin r nht trong cc gi cc tr trc, khng gii hn tg s dng
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2.2 Chin lc sn phm ca Viettel


1.3 Gi cc Cha v Con: Cha m lun bn con Hai thu bao s dng chung ti khon, thu bao Cha l thu bao tr trc ca Vettel ang hot ng 2 chiu v thu bao Con l thu bao s dng gi cc mi Cha v Con

2.2 Chin lc sn phm ca Viettel


Gi cc Economy: Thn thin v kinh t Gi cc Economy c cc thoi thp, dnh cho khch hng c nhn gi nhiu vi mc s dng di 150.000ng/thng

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2.2 Chin lc sn phm ca Viettel


Gi cc Tomato in thoi di ng cho mi ngi Tomato l gi cc i chng nht ca Viettel, c bit dnh cho nhm khch hng mong mun s dng in thoi di ng nhng t c nhu cu gi, m nghe l ch yu

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2.3 Chin lc gi ca Viettel


Viettel nh v cho mnh thng hiu hng in thoi gi r - Gim dn gi cc v tnh cc DV theo block 6 giy + 1 giy1 - Xy dng gi ca cc gi cc ph thuc vo i tng khch hng mc tiu ca cng ty Chin lc gi ca VIETTEL tng ng vi li ch ca khch hng ni ring v li ch ca x hi ni chung Sut thi gian t nm 2004 n thng 6/2009, Viettel lun l mng di ng c gi cc r nht trong nc.
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2.3 Chin lc gi ca Viettel


1/6/2009, Viettel tuyn b gim cc vi mc gim trung bnh hn 15% u thng 6/2009, ln u Viettel c gi cc cao hn Mobi v vinaphone n ngy 1/2/2010, Vietel tin hnh gim gi 5% cc cho tt c cc thu bao di ng tr trc cc gi cc Hin nay Viettel ang c chnh sch Gi cc gi thp im,vi cc gi ni mng trong nc gi thp im ch cn 500/pht; Khung gi thp im tnh t 24h:00:00 gi n 5h:59:59tt c cc ngy trong nm

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2.3 Chin lc gi cc ca Viettel


Bng: Gi mt s gi cc Viettel
Cc tin nhn (/1tin) Gi cc Cc gi (/pht) Ni mng
1190
1190 1190 1590 1190 1590 1190

Ni mng
100
200 300 200 300 200 100

Ngoi mng
250
250 350 250 350 250 250

Quc t
2500
2500 2500 2500 2500 2500 2500

Ngoi mng
1390
1390 1390 1790 1390 1790 1390

Quc t
3600
3600 3600 3600 3600 3600 3600
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Hi School
Cha v Con Economy SumoSim Ciao Tomato Sinh vin

Ngun: s liu thng k ca tc gi

2.4 Chin lc phn phi ca Viettel


* H thng knh phn phi v phng thc phn phi: Vi sn phm dch v in thoi di ng tr trc th h thng knh phn phi ca Viettel l:
Tng cng ty Viettel H thng cc chi nhnh; i l sim, th Khch hng

Knh phn phi gin tip ca sn phm dch c in thoi tr trc ca Viettel

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2.4 Chin lc phn phi ca Viettel


* V phng thc phn phi: Viettel s dng c cch thc phn phi rng ri v phn phi c quyn: Phn phi rng ri: Viettel t chc mng li cc i l sim tt c cc a phng trong c nc. Phn phi c quyn: ti cc qun, huyn tu vo mc tp trung dn c cng ty m 1 hoc hn 1 chi nhnh c quyn Viettel v h ch kinh doanh dch v ca Viettel m khng kinh doanh dch v ca bt c i th no.
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2.4 Chin lc phn phi ca Viettel


C th v chnh sch phn phi m Viettel thc hin: L ngi n sau, Viettel t c rt cho mnh bi hc: lm gii hn ngi khc thnh cng th t c hi nhng nu lm khc ngi khc th c hi thnh cng s nhiu hn.
2005, 2006 Viettel tm c mt cu Nng thn bao vy thnh th t sch ca Mao Trch ng v quyt nh p dng chin lc Nng thn bao vy thnh th
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2.4 Chin lc phn phi ca Viettel


Bng: H thng cc ca hng, chi nhnh ca Viettel
Tnh, TP trc thuc TW An Giang Bc Liu Bc Kn Bc Ninh Bc Giang Bn Tre Bnh Dng Bnh Phc Bnh Thun Bnh nh Cao Bng SL CN, ca hng 10 7 9 7 9 6 9 7 7 6 11 Tnh, TP trc thuc TW ng Thp ng Nai Cn Th Gia Lai Hng Yn H Giang H Nam H Ty H Ni H Tnh Hi Dng SL CN, ca hng 7 11 11 9 8 10 5 15 26 7 13 Tnh, TP trc thuc TW Kin Giang Kon Tum Lai Chu Long An Lm ng Lo Cai Lng Sn Nam nh Ngh An Ninh Bnh Ninh Thun SL CN, ca hng 10 6 4 7 7 7 12 11 20 7 5 Tnh, TP trc thuc TW Qung Ninh Qung Tr Sn La Sc Trng Thanh Ha Thi Bnh Thi Nguyn Tin Giang TT Hu Tuyn Quang Tr Vinh SL CN, ca hng 12 8 8 4 18 9 12 10 11 7 5

C Mau
in Bin Nng k Lk k Nng

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3 8 12 6

Hi Phng
Hu Giang Ha Bnh TPHCM Khnh Ha

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5 7 53 8

Ph Th
Ph Yn Qung Bnh Qung Nam Qung Ngi

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9 8 10 8

Ty Ninh
Vnh Long Vnh Phc Vng Tu Yn Bi

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8 10 6

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Ngun: http://viettel.com.vn/tabid/84/key/ViewArticleDetail/Cat/58/Art/834/language/vi-VN/13/5/2010.viettel

2.4 Chin lc phn phi ca Viettel


Vi chin lc phn phi m Viettel s dng th c th thy h tn cng cc i th bng chin lc Tn cng sn.
Theo a bn, theo khc th trng

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2.4 Chin lc phn phi ca Viettel


* Cng tc qun l knh phn phi: Gn y trn th trng thu bao tr trc ca Viettel sy ra tnh trng cc ch i l qua mt Viettel bng cch dng sim a nng ng k v kch hot hng lot sim nhm n trnh vic ng k thng tin thu bao tr trc. V x l tnh trng , Viettel a ra hp ng cam kt nu i l no vi phm s b x pht 10.000 ng/sim

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2.5 Chin lc xc tin ca Viettel


Viettel xy dng chin lc xc da trn: Mc tiu xc tin Xc nh ngn sch xc tin Quyt nh ni dung truyn t Phng thc xc tin

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2.5 Chin lc xc tin ca Viettel


- Xy dng Slogan Say it your way th hin s quan tm, lng nghe cc nhu cu KH, kin, tng ca tng c nhn trong ni b DN - Logo hnh elip biu tng s chuyn ng lin tc, sng to khng ngng (VH phng Ty), cho m dng ho quyn vo nhau (VH phng ng).

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2.5 Chin lc xc tin ca Viettel


Qung co Trn cc phng tin truyn thng (bo, i, ti vi.., qua pan, p phch) c thc hin rm r vo thi k u Khuyn mi - c t chc thng xuyn, vi hnh thc a dng, phong ph mang li li ch thit thc cho khch hng nh: Tng thm ti khon khi ha mng mi, khi np th, ngoi ra ty vo tng loi thu bao m c cc chnh sch khuyn mi ring nh:

2.5 Chin lc xc tin ca Viettel


- Tng tin v lu lng min ph hng thng cho thu bao sinh vin, Hi school Cc gi cc Tomato, Economy, Happy Zone, Ciao, ha mng t 6/2010 - 5/2011 c cng thm 30.000 /thng khi tng gi tr th np thng trc t 50.000 tr ln, tng 50% gi tr cho 10 th np u tin np trc ngy 1/8/2010. Cng ngay tin vo ti khon v ngy s dng cho khch hng kch hot b kit mi:

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2.5 Chin lc xc tin ca Viettel


Bng: Khuyn mi khi kch hot b kit mi
Mnh gi (ng) Ti khon gc 1 (ng) Tin khuyn mi (ng) Tng tin trong TK (ng) Ngy s dng (gi Economy, Happy Zone) 45 45 45 45 45 45 45 45

50,000 65,000 69,000 99,000 119,000 149,000 219,000 249,000

50,000 50,000 50,000 80,000 100,000 130,000 200,000 230,000

80,000 110,000 110,000 110,000 150,000 150,000 190,000 190,000

130,000 160,000 160,000 190,000 250,000 280,000 390,000 420,000

25 Ngun: http://vietteltelecom.vn/tintuc/tinkhuyenmai/2010/04/9421/

2.5 Chin lc xc tin ca Viettel


T 05/4/2010 n 15/5/2010 Viettel thc hin CT m nhc vi Imuzik May mn vi iPhone , KH ng k mi Imuzik c tng 100% ph thu bao DV nhc ch v c tham d CT quay s trng thng 20 iPhone 3Gs 16G.

T 14/05/2010, Viettel cung cp th nghim dch v Free Talk (tr gi Tourist), min ph 100 pht gi ni mng trong nc t khi K n 18h ngy . Thi gian ng k DV t 6h-17h hng ngy. Cc 6000
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2.5 Chin lc xc tin ca Viettel


Marketing trc tip - Marketing qua in thoi - Marketing trc tip trn truyn hnh, i truyn thanh, tp ch v cc bo. => Viettel AD nhiu nht ti thi im thc hin chin lc Nng thn bao vy thnh th Tuyn truyn - Tuyn truyn hnh nh cng ty qua cc hot ng nh ti tr chng trnh truyn hnh, cc hot ng nhn o.
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Viettel ti tr 1,5 t ng cho chin dch N ci tr th

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2.6 Mt s thnh tu t c ca Viettel

29 Ngun:http://www.viettel.com.vn/NganHangDuLieu/ThongKeAnTuong/tabid/125/key/ViewArticleDetail/Cat/96/Art/79 04/language/vi-VN/16/5/2010.viettel

2.6 Mt s thnh tu t c ca Viettel

30 Ngun:http://www.viettel.com.vn/NganHangDuLieu/ThongKeAnTuong/tabid/125/key/ViewArticleDetail/Cat/96/Art/79 04/language/vi-VN/16/5/2010.viettel

2.6 Mt s thnh tu t c ca Viettel

Ngun: Ngun:http://www.viettel.com.vn/NganHangDuLieu/ThongKeAnTuong/tabid/125/key/ViewArtic 31 leDetail/Cat/96/Art/7904/language/vi-VN/16/5/2010.viettel

2.6 Mt s thnh tu t c ca Viettel


Doanh thu bu chnh ca Viettel qua cc nm

32 Ngun: http://www.viettel.com.vn/tabid/125/key/ViewArticleDetail/Cat/96/Art/915/language/vi-VN/16/5/2010.viettel

2.7 Mt s hn ch trong hot ng ca Viettel


Cht lng cc dch v cha cao: Sng km, mng yu, h thng tc nghn.., Cch tnh cc nhiu khi v l, ty tin nht l vi ti khon khuyn mi => To ta s kh ch bc xc ca khch hng, nhiu khch hng ni Viettel ang thc hin phng chm Hy ni theo cch ca bn, tr tin theo cch ca ti.

IV KT LUN
Cc hot ng Marketing Mix lun c ch trng PT, gp phn mang li thnh cng ln cho Viettel Cc DV di ng tr trc a dng ph hp vi tng i tng KH nh v thng hiu vi chnh sch gi r T chc phn phi rng ri v c quyn, thc hin chin lc tn cng sn Thng xuyn tin hnh cc hot ng xc tin

IV KT LUN
xut: Ch trng hn na cc hot ng Mar - Mix Ci thin, nng cao cht lng cc dch v R sot cch tnh cc hp l, ph hp

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