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I HC QUC GIA THNH PH H CH MINH I HC KINH T - LUT

MN HC: MARKETING CN BN

TI:

PHN KHC TH TRNG V CHIN LC MARKETING CA NHN HIU DU GI X-MEN

NHM THC HIN: 1. T Vit Chng 2. inh Xun c 3. Nguyn Bnh Phng Minh 4. Phan Nht Quyt 5. Thi Th Dim Trc

K084071154 K084071171 K084071203 K084071224 K084071256

TP. H Ch Minh 2010

Mc lc A. Phn m u B. Ni dung ti Chng 1: C s l lun 1.1. Phn khc th trng 1.1.1 Cc c s phn khc th trng khch hng tiu dng 1.1.2 Cc tiu thc phn khc th trng doanh nghip 1.1.3 La chn th trng mc tiu 1.2 Marketing-mix 1.2.1 Sn phm 1.2.1.1 Khi nim 1.2.1.2 Dch v 1.2.1.3 Phn loi 1.2.1.4 Cc thnh phn marketing ca sn phm 1.2.1.5 Chu k sng ca sn phm 1.2.1.6 Khi nim v dng sn phm v cc thng s ca mt hn hp sn phm 1.2.1.7 Qu trnh pht trin sn phm mi 1.2.2 Gi c 1.2.2.1 Khi nim,v tr ,vai tr ca gi c 1.2.2.2 Cc yu t nh hng n quyt sch v gi c 1.2.2.3 Cc phng php nh gi 1.2.2.4 Cc chin lc nh gi 1.2.2.5 Cc chin lc nh gi thch nghi 1.2.2.6 S thay i gi 1.2.3 Phn phi 2.4.1. Khi nim: 2.4.2. Vai tr v chc nng knh phn phi 2.4.3. Cc quyt nh v knh phn phi 2.4.4.T chc vn chuyn hng ha 1.2.4 Xc tin

1.2.4.1 Khi nim v vai tr ca chiu th 1.2.4.2Chin lc chiu th hn hp 1.2.4.3 Cc cng c qung b hn hp v bn cht ca chng Chng 2: S lc v cng ty hng gia dng quc t (ICP) v du gi X-men Chng 3: Phn khc th trng v chin lc marketing ca thng hiu Xmen 3.1 Chin lc v phn khc th trng 3.2 Chin lc marketing ca X-men 3.2.1 Chin lc sn phm 3.2.2 Chin lc gi 3.2.3 Chin lc phn phi 3.2.4 Chin lc xc tin Chng 4: Kt lun C. Ti liu tham kho

A. Phn m u
Hot ng marketing c t lu, tuy vy khi nim ch hnh tt nhng nm u th k XX. Sau chin tranh th gii th hai, kinh t th gii tng trng mnh, khoa hc k thut pht trin, cnh tranh th trng din ra gay gt, gi c hng ha bin ng mnh. Marketing hin i khng cn gii hn trong phm vi thng mi, khng ch l tiu th v kch thch tiu th, bn nhng g c sn. Marketing hin i bao gm tt c mi hot ng v mc tiu, chin lc t trc khi sn xut ra sn phm, tiu th, kch thch tiu th v nhng dch v sau bn hng. N coi th trng l quan trng nht, ngi mua ng vai tr quyt nh cho qu trnh sn xut kinh doanh. M hnh marketing ph bin nht hin nay l marketing mix hay cn gi l marketing hn hp. y l mt gii php c tnh cht tnh th v th hin mc tp trung cao nht ca t chc doanh nghip trong mt giai on nht nh. Cc cng c ca marketing mix (4P) bao gm: sn phm (Product), gi c (Price), phn phi (Place) v xc tin (Promotion). Marketing rt quan trng i vi doanh nghip. Doanh nghip vi cc hot ng chc nng l sn xut, ti chnh, qun tr nhn lc...th chc nng kt ni mi hot ng kinh doanh ca doanh nghip vi th trng trc khi doanh nghip bt tay vo sn xut mt sn phm c th l marketing, c th ni nhim v c bn ca marketing l to lp khch hng, tng t nh sn xut to ra sn phm cho doanh nghip. Bn cnh , ni ring Vit Nam, Vit Nam ngy nay ang chuyn mnh cng thi i, kinh t Vit Nam ang trn pht trin, tr thnh mt trong nhng hin tng trn bn kinh t th gii. Trong nn kinh t sinh ng hin nay, sn phm v dch v ang v s thay i nhanh c v cht v lng. Nhu cu i vi cng vic xy dng thng hiu, knh phn phi, xc tin qung b ca tng cng ty, lnh vc ngnh ngh, mi vng min cng tr nn nng hn bao gi ht. Do , nhu cu v

cc cp qun l c t duy, nng lc cht lng cao trong lnh vc qun l marketing cc k cn thit i vi mi doanh nghip v i vi s tng trng kinh t bn vng ca Vit Nam. Cng v th, i vi sinh vin kinh t ang hc nhng khi ngnh lin quan n marketing, vic hiu r m hnh marketing mix v p dng trn thc t ca n l rt cn thit, mt phn h tr khng th thiu cho cng vic sau ny khi tham gia vo th trng, hot ng trong lnh vc kinh doanh. V l do , chng ti thc hin ti ny, nghin cu m hnh marketing ca thng hiu X-men thuc cng ty ICP, mt thng hiu Vit, mt trong hai m hnh c nh gi l m hnh marketing trin vng nht Vit Nam, nhm cung cp cho cc bn sinh vin, c bit l sinh vin kinh t mt ci nhn su sc hn v marketing trong thc t, t c thm kin thc phc v cho hc tp v lm vic sau ny.

B. Phn ni dung ti Chng 1: C s l lun


1.1 Phn khc th trng Khi nim: khc hay on th trng l mt nhm khch hng c nhng p ng tng i ging nhau vi cng mt tp hp cc kch thch marketing ca mt doanh nghip bao gm: sn phm, gi c, phn phi, qung co, khuyn mi,... Phn khc th trng l vic phn chia mt th trng ln khng ng nht thnh nhng khc hay nhng nhm khch hng vi nhng c im, nhu cu, th hiu v hnh vi mua tng i ng nht, trn c s tin hnh cc hot ng marketing hn hp cho ph hp t c mc tiu mong mun ca doanh nghip nh: doanh thu, th phn, li nhun,... Phi phn khc th trng v: khch hng qu ng, khch hng phn b khp ni, nhu cu v thi quen mua sm ca h cng khc nhau., do , ta nn chn phn hoc khc no phc v cho tt nht. 1.1.1 Cc c s phn khc th trng khch hng tiu dng a l, nhn khu, tm l, hnh vi (dp mua hng, li ch m khch hng mong i t mn hng, tnh trng ngi s dng, cng tiu th, mc trung thnh i vi sn phm, cc trng thi sn sng mua). 1.1.2 Cc tiu thc phn khc th trng doanh nghip - Cc c im v hot ng ca khch hng - Cch thc tip cn mua hng: nn nhm vo cc cng ty phn quyn hay tp quyn, b chi phi bi b phn k thut hay ti chnh, c mi lin h gn gi hay cc cng ty m ta thy c li,... - Cc nhn t mang tnh cht tnh hung: c nn tp trung vo nhm khch hng c yu cu giao hng v dch v khn cp hay khng, c nn tp trung vo nhm khch

hng c ng dng c bit cho sn phm hay cho tt c cc ng dng, khch hng c n hng ln hay nh. - Cc c im c nhn: tnh tng ng gia ngi mua v ngi bn, thi i vi ri ro, mc trung thnh. 1.1.3 La chn th trng mc tiu Marketing tng th L loi phng n khng ch s khc nhau gia cc nhm khch hng m ch tp trung vo nhng im chung trong nhu cu v th hiu ca khch hng v a ra th trng mt th duy nht cho ton b khch hng. u im: chi ph sn xut, vn chuyn, d tr thp, chi ph qung co thp, chi ph qun l thp. Nhc im: kh c th tha mn c ton b khch hng, kh khn khi cnh tranh vi nhng doanh nghip ch phc v mt phn khuc th trng. Marketing a dng sn phm Da trn c s l s thch, th hiu ca khch hng lun a dng v bin i, doanh nghip tung ra th trng nhiu thng hiu khc nhau phc v cho nhu cu a dng ca th trng. u im: em li s a dng v tha mn cao hn cho khch hng. Hn ch: cha c s phn khc v nghin cu k nhu cu s thch ca khch hng trong tng phn khc. Marketing theo mc tiu Th trng mc tiu l mt hoc mt s nhm khch hng c cng nhu cu v c im m mt cng ty quyt nh phc v. nh gi cc phn khc th trng chn ra th trng mc tiu, cn nh gi 3 yu t: quy m v tim nng tng trng ca th trng, hp dn ca khc th trng, mc tiu v ngun lc ca cng ty. Cc kiu chin lc marketing theo mc tiu:

* Chin lc a phn khc: l chin lc tham gia mt s khc th trng, cung ng mt s loi sn phm v ng dng cc chng trnh marketing mix khc nhau tng ng cho mi khc th trng y. u im: c th c doanh s cao, v th vng chc trong mi phn on th trng. Nhc im: ph tn kinh doanh s tng ln. * Chin lc n phn khc Ngch th trng l mt b phn nh khch hng so vi khc th trng m cc cng ty ln thng khng ti. T tng ch o ca ngch th trng l s chuyn mn ha. u im: gip doanh nghip t c mt v th vng chc trong ngch th trng m n phc v, t c hiu qu kinh doanh cao hn. Nhc im: nu ln c cng ty cc ln tn cng vo ngch th cng ty s gp thm ha, nu ch trng cy vo mt hoc mt vi phn khc th khi sc mua gim xung s b thua l. Marketing hng vo tng c nhn khch hng Hng sn phm v chng trnh marketing vo nhu cu v s thch ca tng khch hng ring l. Marketing khch hng khu vc Hng thng hiu hoc cc chng trnh xc tin khc nhau va nhu cu v mong mun ca tng nhm khch hng cc a phng, thnh ph, th x hay cc cng ng dn tc khc nhau. 1.2 Marketing-mix 1.2.2. Sn phm 1.2.2.1 Khi nim L bt k th g c th a ra th trng nhm thu ht s ch , s s hu, s s dng v s tiu dng c th tha mn mt mong mun hay mt nhu cu no ca khch hng. Sn phm c th hu hnh hoc v hnh. 1.2.1.2 Dch v

L bt k mt hot ng no m mt ch th ny cung ng cho mt ch th khc m ch yu l v hnh v khng dn n quyn s hu ca bt k th g. 1.2.1.3 Phn loi Cn c vo tnh cht hu hnh v tnh v hnh: - Ch l sn phm hu hnh thun ty - Sn phm hu hnh c km theo dch v - Mt hn hp tng i ngang nhau. - Dch v l chnh c km theo cc sn phm hu hnh b tr v dch v - Dch v thun ty Cn c vo nhm tiu ch khc - Dch v da vo thit b l chnh hay con ngi l chnh - Cn khch hng hin din hay khng - p ng nhu cu ca c nhn hay nhu cu doanh nghip - Cui cng, mc tiu li nhun hay phi li nhun 1.2.1.4. Cc thnh phn marketing ca sn phm - Li ch ct li: ci m khch hng tht s mua. - Phn hin thc ca sn phm hay cn gi l sn phm c th: cht lng, c im ca sn phm hay kiu dng, mu m v phong cch sn phm, nhn hng, bao b sn phm v ng gi. - Phn gia gim ca sn phm hay sn phm b sung: giao hng v iu kin thanh ton, cch s dng, dch v sau khi bn hng. 1.2.1.5 Chu k sng ca sn phm Khi nim: l ng hng pht trin ca doanh s, li nhun ca sn phm qua ton b cuc i ca n. Cc giai on ca chu k sng sn phm: giai on pht trin sn phm, giai on gii thiu, giai on tng trng, giai on chn mi v giai on lo ha. * Giai on gii thiu

- c im: khi lng bn t, doanh s thp, th phn nh, chi ph marketing rt cao, chi phi qung co rt cao, li nhun khng c hoc khng ng k, i th trong giai on ny t. - Mc tiu marketing: to s nhn bit v dng th. - Chin lc marketing ch yu cho mt sn phm mi khi tung ra th trng: chin lc ht vng nhanh, chin lc ht vng chm, chin lc xm nhp nhanh, chin lc xm nhp chm. * Giai on tng trng - c im: khi lng tiu th v doanh s tng nhanh, th phn m rng, chi phi marketing vn cn cao nhng ang gim dn, li nhun tng nhanh v t ti a, i th cnh tranh ng ln. - Mc tiu marketing: ti a ha th phn v ko di mc tng trng ca th trng cng lu cng tt. - Cc chin lc marketing ch yu: ci tin cht lng, a dang ha, thm nhp vo nhng khc th trng mi, tng mc bao ph ca knh phn phi, chuyn mc tiu qung co t s nhn bit sng to sang yu thch, gim gi sn phm. * Giai on chn mi hay bo ha - c im: doanh thu t cc i, chi ph trn khch hng thp, li nhun cao, i th cnh tranh n nh v bt u gim. - Mc tiu marketing :tng ti a li nhun v bo v th phn. - Cc chin lc marketing ch yu: ci thin th trng, ci tin sn phm, ci bin marketing mix. * Giai on suy thoi - Sn phm lo ha: l do nh sn xut khng theo kp s phat trin ca khoa hc k thut trong i mi sn phm v pht minh sng ch. - Nhng du hiu cho thy sn phm bc vo giai on lo ha:khi lng tiu th , doanh s v th phn gim,li nhun gim tng ng - Gii php: tung ra sn phm mi thay th, thu hoch thnh qu v vn duy tr sn phm hin hu nhng gim chi ph cc loi

- Loi b mt hng ra khi danh mc sn phm hoc bn cho cc cng ty khc hay ngng sn xut hn. 1.2.1.6 Khi nim v dng sn phm v cc thng s ca mt hn hp sn phm Dng sn phm: l mt nhm sn phm c lin h vi nhau v chng c cng chc nng v bn bn cho cng mt nhm khch hng. Cc quyt nh chnh v dng sn phm: + Ko dn dng sn phm - Ko dn xung di: thng c cc cng ty nh v khc th trng bn trn thc hin. - Ko dn ln pha trn: nhng cng ty vn d nhm vo cc phn khc thp . - Ko dn hai chiu + Lp y dng sn phm: thm cc mt hng vo dng sn phm hin ti. L do : mun tng thm li nhun, tha mn khch hng v nh phn phi, tng dng nng lc sn xut tha, ngn nga i th cnh tranh. Mt hn hp sn phm: l tp hp cc dng sn phm m mt ngi bn c th cung cp cho ngi mua. 1.2.1.7 Qu trnh pht trin sn phm mi Khi nim: l mt sn phm mi hon ton v nguyn tc tc khng c sn phm tng t v ln u tin xut hin trn th trng hay l sn phm mi theo mu tc sn phm c rp khun theo mu thit k ca cc hng nc ngoi . Qu trnh pht trin sn phm mi - Giai on hnh thnh tng: t ngi tiu dng, t cc nh khoa hc t cc phng th nghim, t cc nh to mu mt, t i th cnh tranh, t nhn vin bn hng v cc nh kinh doanh, cng ty qung co hay cc hip hi ngnh ngh. - La chn tng - Trin khai v th nghim nim v sn phm mi. - Son tho chin lc marketing Bc 1: xc nh th trng mc tiu, xc nh k hoch nh v sn phm, xc nh th phn v mc li nhun d kin.

Bc 2: xc nh gi bn v chin lc phn phi, xc nh kinh ph tip th v qung co Bc 3: d kin doanh s di hn, xc nh chin lc marketing theo thi gian tc l sn phm, gi c, phn phi, v khuyn mi theo thi gian s nh th no,d kin mc tiu li nhun phi t v lu di. - Phn tch kh nng sn xut v tiu th - Pht trin sn phm - Th nghim th trng - Thng mi ha sn phm 1.2.2 Gi c 1.2.2.1. Khi nim,v tr ,vai tr ca gi c Gi c l mt s tin khch hng tr cho mt sn phm hay mt dch v no hoc l tng s gi tr m ngi mua trao i vi ngi bn . Gi c l yu t duy nht ca marketing hn hp em li doanh thu v li nhun. 1.2.2.2 Cc yu t nh hng n quyt sch v gi c + Cc yu t bn trong Mc tiu marketing ca cng ty Mc gi c quyt nh trc ht bi th trng mc tiu v k hoch nh v cho nhn hiu trn th trng. Tuy nhin mc gi cn chu nh hng bi cc mc tiu tng qut hay c th gm: mc tiu tn ti lu di, mc tiu ti a ha li nhun trc mt, ginh v tr dn u v th phn dn u v cht lng sn phm, nh gi thp, phi nh gi bng gi ca i th,... - Chin lc marketing hn hp ca cng ty - Tng chi ph sn xut: tng chi ph l sn, nn ca gi c va c th trang tri tt c cc ph t v ch to, phn phi bn hang, va em li mt mc li tha ng + Cc yu t bn ngoi - Th trng v sc cu :

* nh gi trong th trng cnh tranh hon ho th khng c mt ngi mua hay ngi bn n c no c th nh hng n gi c hin hnh, ngi bn khng th nh gi cao hn thi gi v ngi mua c th d dng mua ca ngi khc, ngi bn cng khng nn nh gi thp hn thi gi. * nh gi trong iu kin th trng cnh tranh c quyn : c nhiu ngi mua ngi bn vi nhng mc gi khc nhau khng theo mc thi gi thng nht . * nh gi th trng c quyn nhm: mt s ngi bn rt nhy vi chin lc marketing v gi ca i th, sn phm c th l ng nht hoc khng ng nht. * Mi tng quan gia gi c v mc cu: mc cu v gi c c quan h t l nghch, nhy ca cu so vi gi: cu co dn ngha l vi mt mc bin thin nh ca gi s em li mc bin thin ln ca cu, cu khng co dn ngha l vi mt mc bin thin ln ca gi nhng em li mc bin thin nh v cu. - Nhng cm nhn ca khch hng i vi gi tr v gi c: Khi mua hng,khch hng i ly mt gi tr ly c mt li ch thng qua vic chim hu v s dng sn phm. H lun so snh gia gi tr hay li ch m mn hng em li cho h vi s tin m h b ra. Do khi nh gi phi t li ch ca khch hng nh gi cho ph hp. - Ph tn, gi c, offers, v nhng phn ng c th c ca i th: quyt sch v gi phi tnh n ph tn, gi c v nhng phn ng c th c ca i th. - Cc yu t bn ngoi khc nh: cc iu kin kinh t, tranh th s ng h ca gii bn li, phi tnh n nhng lut l v quy inh cu chnh ph, cui cng nhng s quan tm v mt x hi, cng phi c tnh n. 1.2.2.3 Cc phng php nh gi - nh gi da trn chi ph - nh gi trn c s phn tch mc ha vn v mc li d kin - nh gi da trn gi tr cm nhn bi khch hang - nh gi da trn gi tr - nh gi da trn cnh tranh: ga theo thi gi, ga u thu. 1.2.2.4 Cc chin lc nh gi

+ Chin lc nh gi sn phm mi: c 2 cch nh gi cht lc th trng hay nh gi ht kem: l phng php cng ty a ra gi cao ngay khi mi tung sn phm ra th trng vi mong mun l kim c li nhun cao hn v cng c th h gi thp d hn. nh gi thm nhp th trng: phi c s lng ln khch hng v chim th phn ln. Sn phm phi c cu co gin ln, sn phm phi khng c s ng nht, gi thp c tc dng lm nn ch i th. + Chin lc nh gi cho mt hn hp sn phm nh gi cho dng sn phm: cn c s phn bit trong vic nh gi cc nhn hiu khc nhau trong mt dng sn phm, ch n s khc nhau gia cc nhn hiu, s khc nhau v cch nh gi ca khch hng v tnh n gi c cu sn phm cnh tranh nh gi cho sn phm bt buc: gi ca sn phm chnh thng thp hn gi ca sn phm ph. Cng ty ch bt buc khch hng mua sn phm km theo trong rng hp sp km theo ca mnh b nhi kiu va bn gi thp hn. nh gi sp ty chn l chin lc nh gi cho cc sp i km vi sp chnh tng them s thun li hoc s thm m cho sp chnh. nh gi cho ph phm: nhng thu nhp t vic tiu th cc ph phm cho php gip cng ty c iu kin h gi thnh ca chnh phm i ph cnh tranh khi cn thit. nh gi cho mt chm, trn gi sp hay dch v: cung cp cho khch hng cng mt lc tp hp cc sn phm hay dch v . 1.2.2.5 Cc chin lc nh gi thch nghi Gi chit khu, chc gim gi, nh gi theo phn khc th trng, nh gi theo tm l, nh gi khuyn mi, nh gi theo vng a l. 1.2.2.6 S thay i gi * Nhng trng hp phi h gi: cung vt qu cu ,th phn gim st ,mun khng ch thng tr th trng ,tng th phn hoc khi phc th phn mt hoc nng sut lao ng tng

Nhng trng hp tng gi l cc trng hp lm pht, li sut v gi vng

tng, cu vt cung, hoc do nhng bin c chnh tr x hiDoanh nghip c th tng gi bng cch : tng gi b ng, nh gi theo iu khon iu chnh thng k, ch nh, tch ri, x l cc yu t ca mt sp hon chnh ra, gim bt cc chit khu tin mt, v chit khu s lng, hy b cc n hng nh v cc khch hng mang li mc li thp. Cng c trong trng hp ph tn tng cao, cung vt qua cu th nh ch to khng cn thit phi tng gi m nn: gim khi lng sp, thay th bng cc nguyn vt liu r tin, gim bt tnh nng ca sn phm, hy b bt cc dch v km theo, gim bt s lng cc kch c sn phm cung ng, to ra cc sn phm c tnh tit kim hn. * Nhng suy on c th c ca khch hng v cc trng hp tng gi hoc gim gi: gim gi th khch hng ngh rng sp sp b thay th, hoc sp khng c cht lng,tng gi th h ngh sp ny c cng dng tuyt ho, ang bn rt chy nu khng mua s ht, * p ng t nhng thay i v gi: s thay i gi ca i th lm cho doanh nghip phi suy ngh nhiu l c nn tng, gim hay khng phn ng g ht vi h. 1.2.3 Phn phi 1.2.3.1 Khi nim: Phn phi l qu trnh di chuyn ca n t hng t khch hng n nh sn xut n khch hng, l mt knh tip th lm cng vic chuyn hng ha t nh sn xut n tay ngi tiu dng. 1.2.3.2 Vai tr v chc nng knh phn phi * Knh phn phi l tp hp nhng c nhn hay nhng c s kinh doanh ph thuc ln nhau lin quan n qu trnh to ra v chuyn sn phm hay dch v t ngi sn xut n tay ngi tiu dng. * Chc nng ca knh phn phi: thnh vin ca knh phn phi thc hin cc chc nng: thu thp thng tin, trin khai v ph bin truyn thng, tm ra v truyn thng vi khch hng, nh hnh v thch nghi vi yu cu ca khch hng, c gng i

ti tha thun gi c, vn chuyn v tn kho hng ha, huy ng v phn chi tin bc thanh ton cc chi ph ca knh, chp nhn nhng ri ro lin quan . * gian + Knh phn phi gin tip: l phng thc di chuyn qua mt s khu trung gian nht nh L do phi s dng cc trung gian trong hot ng phn phi :v s em li hiu qu cao hn chnh l h t thc hin c vic phn phi v tiu th sp ,chi ph v gi c ca sp ca nh sn xut n tay ngi tiu dng s thp hn nh c tnh cht chuyn mn ha . Cc dng trung gian phn phi : Bn l: l nhng hot ng lin quan n vic bn hng ha hay dch v trc tip cho nhi tiu dng cui cng. Mi t chc u lm cng vic bn l ny. Bn s: l nhng hot ng lin quan n vic bn hng ha hay dch v cho nhng ngi mua bn li hay s dng vo mc ch kinh doanh. i l: i din bn hng cho nh sn xut Mi gii: khc vi cc dng trn l khng tiu th sp m tm kim khch hng cho ch hng v khng trc tip tham gia vo cc hot ng cnh tranh ca cc nh sn xut. C cu knh phn phi gin tip Knh zero cp Knh 1 cp: sp dch v c bn qua mt khu trung gian Knh 2 cp: c bn qua khu 2 trung gian Knh 3 cp: c bn qua 3 khu trung gian Knh n cp: nhiu mt hng do cc tnh cht phc tp hoc do mun ca nh sn xut phn phi nn c phn phi qua n giai on. Cc dng ca knh phn phi : + Knh phn phi trc tip: l phng thc di chuyn khng qua khu trung

Qua ta thy knh phn phi cng nhiu cp th qung ng phn phi cng di .Hin nay knh c s dng nhiu nht l knh 1 cp v 2 cp .Knh phn phi cng di th cng bt li cho nh sn xut. 1.2.3.3 Cc quyt nh v knh phn phi * hang. - c im v sp: ty thuc vo sp d h hng, cng knh, sp c gi tr cao. - c im ca trung gian: vic thit k knh phn nh nhng mt mnh ,mt yu ca cc loi trung gian trong vic thc hin cc nhim v ca h - c im ca cng ty: quy m ca cng ty cng nh hng n vic tm lc marketing cng nh hng n kiu knh. - c im knh phn phi ca i th cnh tranh: cn phi cn nhc xem cnh tranh trc din vi i th hay mun trnh xa i th. - c im mi trng :iu kin kinh t, iu kin php l nh hng n kiu knh. * La chn cc phng n ch yu v knh phn phi: - Cc kiu trung gian: lc lng bn ca cng ty, cc i l ca nh sn xut, cc nh phn phi ca nghnh . - S lng trung gian: cng ty phi quyt nh v s lng nhng nh trung gian mi cp. - iu kin v trch nhim ca cc thnh vin trong knh, chnh sch gi c, iu kin bn hng, a bn c chuyn giao quyn v nhng dch v c bit m mi bn phi thc hin. * nh gi cc phng n knh - Tiu chun kinh t: cn xem lc lng bn hng ca cng ty hay l cc i l m trch bn hng. Bc tip l c lng chi ph hay nh gi ph tn cho tng phng n. Nhng mc tiu rng buc khi quyt nh chn knh phn phi : - c im v ngi tiu th: chu nh hng ln do c im ca khch

- Tiu chun kim sot: cc trung gian thng l nhng ngi c lc h ch mun tp trung bn sp ca cng ty no c mc li nhun cao ,nh vay kh lng nu nh cng ty li mc li thp v yu cu h bn vi gi thp thu ht khch hng. - Tiu chun thch nghi: mi knh phn phi u phi c hp ng v mt tnh linh hot 1.2.3.4T chc vn chuyn hng ha Vic la chn phng tin vn chuyn s quyt nh nh hng n gi sp ,kh nng giao hng kp thi ,v tnhtrng ca hng ha khi chuyn n ni,v tt c nhng yu t ny li tcng n mc hi lng ca khch hng .Khi gi hng c th chn ng b ,hng khng nu ngi gi hng cn tc ,cn ng thy nu nh mun cc ph thp. Nhng quyt nh v lu kho ,d tr v vn chuyn i hi phi phi hpcht ch. iu quan trng l cng ty phi hp c cc hot ng phn phi vt cht v marketing ca mnh nhm tha mn nhu cu ca khch hng vi chi ph thp. 1.2.4 Xc tin 1.2.4.1 Khi nim v vai tr ca chiu th Chiu th l n lc ca cng ty nhm thng tin thuyt phc nhc nh v khuyn khch khch hng mua sn phm cng nh gip h c nhn thc v n tng tt i vi cng ty v cc thng hiu ca cng ty. Chiu th gup cho nh sn xut tiu th c n phm nhanh chng hn. Chiu th gip cho nh sn xut gim bt c ri ro trong kinh doanh. Gip khch hng v cc gii c n tng v hnh nh tt p v cng ty. 1.2.4.2 Chin lc chiu th hn hp * Cc cng c ca chiu th hn hp: qung co, khuyn mi, quan h cng chng, cho v bn hng trc tip, marketing trc tip. * Truyn thng marketing tch hp: s dng tng hp cc cng c truyn thng nhm tc ng vo khch hng mc tiu. 1.2.4.3 Cc cng c qung b hn hp v bn cht ca chng QUNG CO

* Khi nim: qung co l vic s dng cc phng tin thng tin i chng truyn t thng tin. * Bn cht:tnh i chng ,tnh sinh dng ,s lan ta ,tnh v cm. * Mc tiu qung co: qung co thng tin xem cung cp thng tin l nhim v mc tiu hng u. Qung co thuyt phc c chc nng lm cho khch hng yu thch v tin sn phm ca mnh l tt v thuyt phc khach hng chuyn sang thng hiu ca mnh. Qung co nhc nh c chc nng nhc khch hng lun nh v mt sn phm thng hiu no thng c s dng trong giai on chn mui hay trong nhng ma sn phm b ng v . c im ca mt ni dung qung co: l phi c ngha, phi c o, phi ng tin cy. CHO V BN HNG TRC TIP * Khi nim: l cch hot ng chiu th thng qua c nhn cc nhn vin bn hng, nh bn s, bn l, v cc i din thng mi n tip xc trc tip cc c s kinh doanh v nhng ngi tiu dng cui cng trnh by gii thiu v bn sn phm. * Bn cht: trc din, vun p quan h, phn ng p li. * Nhc im: y l cng c t tin nht v phi tr lng cho nhn vin, kh thay i ngay tc khc v c hp ng lao ng. KHUYN MI * Khi nim: l vic thc hin nhng tc ng i vi ngi mua. * Bn cht: truyn thng, qung b, kch thch thc y ng c mua, hot ng khuyn mi c tc dng nh li cho mi y hp dn, thc gic khch hng n vi sn phm v thng hiu. * Cc mc tiu khuyn mi: gm c mc tiu khuyn mi i vi knh phn phi v mc tiu khuyn mi i vi ngi tiu dng. * Cc hnh thc khuyn mi ch yu: hng mu dng th, cung cp phiu gim gi i vi mt sn phm c th no cho khch hng, hon tr tin do khch hng tr bng tin mt, gi thp hoc bi gi do s dng chung bao gi ca cc sn phm c lin quan, thng,...

QUAN H GIAO T * Khi nim: l vic xy dng mi quan h tt vi cc gii c nh hng trc hoc gin tip trong kinh doanh nhm c c mt hnh nh, n tng tt v sn phm hoc thng hiu. * Bn cht: tin cy cao, vt qua giai on phng b, khuch i. * Mt s hot ng tiu biu ca PR: quan h vi bo ch, tuyn truyn sn phm, truyn thng cng ty, t chc s kin, ti tr, tin tc, bi ni chuyn, cc cng c truyn thng nhn dng. MARKETING TRC TIP * Khi nim: marketing l vic s dng in thoi, email, th tn v nhng phng tin khc tip xc. * Bn cht: khng cng khai, theo c im ring ca khch hng, cp nht. * Mt s hnh thc marketing ch yu: marketing qua catalogue, qua th in t trc tip, qua in thoi. * u im ca marketing trc tip - i vi khch hng: gip khch hng tit kim c thi gian, bo mt thng tin, tin li khng b quy ry. - i vi ngi bn: tit kim chi ph, la chn c cc khch hng tim nng tt hn, thng ip c nhn ha v khch hng ha, c th xy dng mi quan h lu di vi khch hng, c th th nghim cc thay i v qung co, tiu , gi.

Chng 2: S lc v cng ty hng gia dng quc t (ICP) v du gi X-men


Thng 9/2001, ICP c thnh lp di hnh thc cng ty TNHH, chuyn sn xut v tip th nhng sn phm ha m phm cht lng cao. Nm 2006, ICP

chuyn i hnh thc thnh cng ty c phn di tn gi Cng ty Hng Gia dng Quc t ICP (International Consumer Products Corporation), vi i tc chin lc l Qu MeKong Enterprise Fund II (MEF). ICP l cng t y u tin m MEF chn u t k t khi cng b ra mt vo thng 6/2006. Nm 2002, ICP gii thiu sn phm u tin l nc ra rau qu Vegy v thnh cng. Khng lu sau , ICP tip tc tung ra nhm sn phm ty ra OCleen, cng t c nhng thnh cng nht nh. Nhng thnh cng v pht trin thng hiu m ICP c c hin nay l khi tung ra sn phm X-men dng sn phm chm sc c nhn cho nam. Ch trong vng mt nm sau khi ra i, X-men tr thnh thng hiu s 1 trong phn khc th trng du gi dnh cho nam. M hnh marketing ca X-men c hi ng tuyn chn ca chng trnh i tm gii php marketing tt nht Vit Nam nh gi l mt trong hai m hnh trin vng nht Vit Nam 2007. C th ni X-men l thng hiu Vit in hnh cho cc thng hiu Vit hin nay trong thi k k kinh t ang pht trin si ng theo hng ton u ha. ICP c nhng hng i ng n, pht trin vng chc v cn nhiu tim nng pht trin trong tng lai. Hin nay, ICP tham gia vo th trng m phm cao cp v gt hi c nhiu kt qu quan trng.

Chng 3: Phn khc th trng v chin lc marketing ca thng hiu X-men


3.1 Chin lc phn khc th trng ca X-men

T gia thp k 90 ca TK XX, khi kinh doanh ti Vit Nam, cc thng hiu ln trong lnh vc sn xut kinh doanh hng tiu dng nh Unilever, Procter &Gamble, Kao, Colgate Palmolive u tp trung pht trin kinh doanh ngnh hng du gi u v cc sn phm chm sc tc. Tuy nhin, tt c cc sn phm ha m phm ny c sn xut ra ch dnh cho ph n, hon ton khng c mt thng hiu sn phm c trng no dnh ring cho n ng. n nh hnh nh bao b hay qung co trn truyn hnh, i bo cng u l n.Sut gn 10 nm, th trng du gi dnh ring cho nam gii vn khng c cc nh sn xut ti. To nn xu hng tt yu l nam v n cng dung chung mt loi du gi. Tuy nhin, cng ngy, cc i gia trong th trng nhn ra khe h trong th trng ca mnh, mt vi thng hiu th nh v mnh l sn phm dnh cho nam. Cng ty Unza a ra sn phm du gi thm dnh ring cho n ng l Romano. P&G cng c mt dng sn phm Head & Shoulders dnh cho nam gii trong mt thi gian vi cc qung co gn lin vi ca s Lam Trng hay danh th bng Hng Sn. Nhng cc i gia ny li ang b cun trong cc i dng - th trng du gi dnh cho n vi nhng cnh tranh khc lit, nn khng mt thng hiu no u t ng mc cho cc sn phm dnh cho nam ca mnh hoc khng dm mo him xm nhp mt th trng mi. Head & Shoulders phi cnh tranh rt cng thng trong mng du gi tr gu l Clear nn b tham vng nh v mnh l loi du gi dnh cho n ng. Unza cng c sn phm ch lc l Enchanteur nn khng u t ng mc xy dng Romano thnh la chn s mt ca n ng v du gi u. Bn cnh , nam gii Vit Nam chim khong 50% dn s vn cn t ra kh th trong vic chn la sn phm cho chnh mnh. Cung t dn n cu t, cc sn phm dnh cho nam trn th trng lc khng to c mt xu hng tiu dng mi cho nam gii. Khi tung ra Romano, Unza d qung co, khuyn mi rm r nhng cng phi tng i cht vt mi c ngi tiu dng bit n, nh sn xut phi tng km sn phm Romano vi mt lot cc sn phm ca Enchanteur lm cho hnh nh sn phm dnh cho nam cng thm lu m. Cui cng, i dng xanh mu m, th trng du gi dnh cho nam gii vn hon ton b ng.

ICP c thnh lp di hnh thc Cng ty TNHH vo nm 2001, chuyn sn xut v tip th nhng sn phm ha m phm cht lng cao. Cha c nhn hiu du gi u no, khng phi cnh tranh vi cc lai du gi u ph dng, phn khc du gi u dnh ring cho phi mnh thc s l mt i dng xanh tuyt vi cho ICP tung honh. Nhn ra iu , li tn dng li th Unza cha coi trng Romano, nm 2003, ICP xm nhp th trng mt cch v cng ngon mc, tung ra du gi u X-men vi nh v n ng ch thc vi chin dch c tn l Mt trn ph ng phn bit vi mt trn pha Ty ca Unza. X-men khng ch nhm n n ng m cn tip cn ph n - ngi mua sn phm. Vi slogan n ng ch thc, X-men lm bng tnh khch hng nam gii, cng vi chin dch marketing rm r, X-men nh vo tm l ngi ph n, ng thi nh vo s din ngi n ng, khi dy th trng tim nng ny, X-men tng bc, tng bc ln mnh, ch sau 3-4 nm, X-men vt qua Romano c chim th trng du gi ny vi 60% th phn, l i trng trc tip vi cc i gia nh Unilever v P&G. C th ni, vic ICP xm nhp vo th trng ny l mt bc i to bo nhng li rt vng chc, n chn c mt th trng tuyt vi vy vng v thc t chng minh ICP rt thnh cng. Khi ra i, X-men ch a ra mt loi sn phm du gi u dnh cho nam gii t 18-45 tui, c thu nhp trung bnh kh tr ln. y l mt nhm khch hng tng i ln, nhng ngi c nhu cu th hin bn lnh n ng cao nht. Chn mt khong tui rng nh th phc v, s chuyn bit ca sn phm s khng cao nhng li rt hp l. V y l mt th trng mi, vic trc ht l phi nh thc thc tiu dng ca khch hng, vi chin lc marketing ca mnh, ICP lm rt tt vic ny. Kt hp vi nhng thng ip nh n ng ch thc, Nu l nam nhi hy dng du gi u ring. X-men nh vo s din ca nam gii, to nn khch hng cho sn phm ca mnh. 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. iu ny khin cc thng hiu ln git mnh, nhn ra sai lm khi b qun th trng ny. Chic bnh ngy cng hp dn, iu tt yu l nhiu ngi mun c chia phn. Hng lot cc sn phm dnh cho

nam ca cc thng hiu ln ln lt ra i. Head & Shoulders dnh cho nam ca P&G, Biore vi sa ra mt Biore for men, Nivea vi y sn phm t v sinh c th n lm p, Rexona vi sn phm kh mi vng nch, Trong , nhng i cnh tranh trc tip ca X-men phi ni n Romano ca Unza v Clear men ca Unilever. Khi X-men m chin dch qung co rm r th Unza mi thc s hong ht v lc ny h mi tp trung vo chin dch tip th cho Romano v vi thng hiu c khng nh t lu i vi nam gii, Romano thc s l mt i th mnh ca X-men. Nhn ra sai lm ca mnh, Unilever cng cho ra i mt sn phm khng km phn honh trng so vi X-men l Clear men, Clear men c u i tuyt i bng nhng khon chi cho cc chin dch marketing khng l, vi chin dch Qu tng yu thng v i s thng hiu l Bi Rain, Clear men ang ui st X-men v th phn du gi. p lc cnh tranh ngy cng tng. y l lc X-men p dng trit chin lc phn khc. ICP chia nh ng thi m rng th trng ban u ca mnh. Khng ch c mt loi du gi X-men cho nam t 18-45 tui nh ban u, hin nay, ICP c hng lat cc sn phm khc trn th trng du gi vi nhng tn tui hon ton khc nhau. Du gi tr gu chuyn bit cho nam Dr.men, 2 In 1 cho ngi thch s tin li, Hatrick nhm n ngi chi v yu thch th thao, c th l bng , Teen-X dnh cho hc sinh nam cp 2,3, X-men For Boss nhm n khch hng c thu nhp cao, nhng ngi thnh t. Mi thng hiu nhm n mt phn khc khc nhau vi tng i tng c th. y l cch gip tng th phn, doanh s v quan trng hn l che chn, bo v cng nh lm gim p lc cho X-men. Nhng sn phm ny tuy khng to c s ch nh X-men nhng vic chia nh th trng, mi sn phm phc v nhng phn khc nh hn s lm a ndng sn phm, tnh chuyn bit ca sn phm cao hn, to s hi lng, tha mn cao hn vi tng i tng khch hng, gip X-men c th gi vng th trng. Phn khc theo i tng khch hng nh X-men cng l mt chin lc phn khc mi l trn th trng du gi. Vi du gi dnh cho n, hu ht cc sn phm c chia theo tnh cht tng loi tc hoc li ch m khch hng mong i nh du gi dnh cho tc kh x, tc ch ngn, du gi ngn rng tc, du gi sun mt,

du gi lm tc en nhnh,hon ton khng c s phn chia theo du gi cho ngi thnh t, cho cc bn tui teen, S khc bit ny l do tnh cht ca i tng khch hng, s mong i ca nam v n i vi du gi l khc nhau. N gii chm sc tc v mc ch lm p l ch yu v rt khc nhau v cc lai tc. Trong khi nam gii li khng khc nhau nhiu v loi tc, v bn cnh c im ph bin l mun th hin mnh, nhng cc mc khc nhau. Cc bn tui teen thch chng t s c tnh, trong khi nhng ngi ln tui hn li mun chng t s thnh t ca mnh, iu gip vic chia i tng phc v nh X-men nh trng tm l ca khch hng, th hin c s am hiu khch hng trn th trng ca ICP. Khng dng li ICP cn m rng ra khi th trng du gi, gii thiu nhiu sn phm dnh cho nam khc nh sa tm, nc hoa, gel vut tc, x bng cc dit khun, lm cho ngi tiu dng ngy cng quen thuc nhn hiu X-men, a X-men c bit n nh mt gii php lm p ton din cho nam. y cng l cch ICP tm mt i dng xanh khc khi i dng xanh m n khai ph ang dn nhum . Tm li, vic xm nhp vo th trng du gi dnh cho nam cng nh xc nh i tng khch hng mc tiu khi tung ra sn phm X-men ca ICP u l nhng quyt nh to bo, nhng thc t chng minh l nhng quyt nh ng n th hin bn lnh ca thng hiu Vit, bit nhn nhn v nm bt c hi. Sau , chin lc phn khc cng nhh m rng th trng khi chu p lc t cc i th cnh tranh cng thu c nhng kt qu nht nh, gip X-men cng c thng hiu, ng vng trn th trng. 3.2 Chin lc marketing ca X-men 3.2.1 Chin lc sn phm ca X-men Th trng du gi nam l mt i dng xanh thc s trc khi X-men tung ra sn phm ca mnh. Tuy nhin mun xm chim mt cch tt nht th trng ny, yu t u tin ICP phi ch ti l chin lc sn phm. V du gi l sn phm tiu dng thit yu, X-men khng nhng phi c ngi tiu dng chp nhn v cht lng m cn phi to ra s a thch s dng, s ch thc s ca khch hng,

phi to ra thi quen s dng du gi dnh ring cho mnh ca nam gii m bo khch hng khng ch mua mt ln dng th ri thi m l s dng lu di. X-men ra i vi mt ci tn kh Ty v c bit lc by gi cng vi b hnh dng sn phm cng kh Ty. Ci tn X-men c bit v vo thi im , b phim X-men II ni ting ang c ra mt ti Hollywood. Mt khc, theo ng Phan Quc Cng Tng Gim c ca ICP, ch X c suy ra t Next Generation (th h k tip), 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 rt Ty chnh l th hin chin lc ton cu . V tn gi cng nh kiu dng sn phm, ngay khi X-men va ra i khng t khch hng nhm tng y l mt thng hiu nc ngoi, cng vi phong cch snh ngoi ca a s ngi tiu dng Vit Nam hin nay, X-men thc s gy c s ch v lm doanh thu ca ICP tng t bin. V cht lng sn phm, im ni bt trong cc sn phm ca X-men l mi hng c o, cao cp v nam tnh, lu li kh lu sau khi s dng, chnh iu ny lm cho i tng khch hng nam gii nhanh chng tip nhn sn phm, v h cm thy X-men em n mt phong cch mnh m, bn lnh, c tnh n ng n ng ng ngha. V s cm nhn cng chnh l li ch ct li m sn phm ca X-men em li. Khi ra i vo nm 2003, ICP gii thiu du gi u X-men vi nh v n ng ch thc. Cc clip qung co ca X-men lun hin ln hnh nh anh hng cu m nhn theo ng phong cch M. Khi X-men bt u xut hin trn th trng, lc ch c Romano ca Unza l mt sn phm dnh cho nam gii, nhng Romano l mt sn phm nh v theo phong cch , c mi hng lng mn ca nhng chng trai x Italia. Gia phong cch v M th phong cch hnh ng kiu M lun c nam gii, nht l cc bn tui teen a chung hn. Phong cch sn phm ny gp phn gip X-men nhanh chng xm chim th trng tim nng ny. Khi X-men chim lnh phn khc th trng du gi dnh cho nam lm phn khc ny dn dn m rng, cc hng m phm khc ln lt tung cc sn phm ca mnh vo th trng ny. Biore gii thiu sa ra mt Biore for men, Rexona vi sn phm kh mi vng nch, Nivea vi y cc sn phm t v sinh c th n

dng da, lm p, Gillete vi nhng sn phm nh kem co ru, nc du mt da khi cc hng bt u nhn thy tim nng ca th trng m phm dnh cho nam gii, cng l lc X-men phi bt u cnh tranh vi hng lot nhng nhn hiu ln, trong phi k ti Romano v Clear men. V l ngi u tin bc vo th trng ny, tn tui Romano c khng nh i vi nam gii. Clear men li l thng hiu ang c Uniliver u i tuyt i bng nhng khon chi cho cc chin dch marketing khng l, th phn ca Clear men ang ui st vi X-men v gp i Romano. Khi X-men ra i, i th chnh l Romano, nhng ch khi X-men qung co rm r, Romano mi thc s hong ht ch ti th trng ny. Khi , Romano ang nhm vo phn khc sa tm, mt phn khc kh nh so vi du gi. trc mi nguy c mt th phn vo tay X-men, Romano buc phi tm v kh mi. h bt u tung ra sn phm du gi 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 X-men gia. Trc tnh hnh , ICP quyt nh dng chnh chin lc i ph vi X-men: tung ra X-men For Boss, nh vy trn c X-men For Boss, di c X-men, kp Romano gia. Sau khi dn mi th cho vic ra mt Racing, Romano gp t nhiu kh khn, khng th ng ph vi tnh hnh ny, X-men thng trong trn chin bng chin lc sn phm rt c o. ng trc mt th trng bt u cnh tranh gay gt nh th, c v nh ICP tm ra chin lc cho loi sn phm ch lc ca mnh bng vic cho ra i nhiu lai sn phm trong dng sn phm X-men, ICP v ang a dng ha cc chng loi sn phm hn, nh sa tm dit khun X-men, xt kh mi X-men Active 24, nc hoa, sa ra mt, bng cch X-men tr thnh nhn hiu chm sc ton din cho nam. Vic m rng ny cn c nhn thy qua vic ICP tung ra nhiu sn phm du gi mi nh Dr Men, X-men for Boss, Hattrick, Teen-X, HapiKidsy l nhng sn phm mi cc phn khc khc nhau nh l mt cch ICP tm mt i dng xanh khc khi m i dng xanh m ICP khai ph ang dn nhum bi s cnh tranh. Tuy nhin nhng sn phm ny ca ICP dng nh khng to c s ch nh X-men, nhng cng khng th ph nhn nhng sn phm ny gip ICP

cng c, gi vng v tr ca mnh trn th trng trc s cnh tranh ca hng lot nhng thng hiu ln nh hin nay. Mt kh khn khc ca cc sn phm X-men hin nay l cng ging nh cc cng ty sn xut hng tiu dng ln khc ti Vit Nam, ICP phi i mt vi nn hng gi, hng nhi trn th trng. t bo v mnh, ICP thc hin cch dng nhng cng ngh mi, cht liu sn phm, mu m bao b khng d lm ti Vit Nam, nh nhn cc sn phm X-men lm bng cht liu ngoi nhp, phi t mua nhiu pha nc ngoi mi bn, ng thi vic in nhn ch mt vi cng ty ln mi lm c. Bn cnh , ICP khng ch trng mua p gi bn cung cp nguyn liu c th b cm d t cc khch hng khc, t to k h cho nhng ngi lm hng gi li dng. y c th c coi l mt c gng ca ICP trong vic t bo v mnh, bo v khch hng, em li cm gic an tm khi s dng. 3.2.2 Chin lc gi Gi c l mt trong bn cng c quan trng ca Marketing-mix, l yu t c tc ng khng nh n doanh s v li nhun ca doanh nghip. S thay i v gi c tc ng tc thi v nhanh chng i vi ngi tiu dng cng nh i th cnh tranh so vi cc yu t cn li. Do , vic la chn mt chin lc gi ph hp i vi doanh nghip r rng l mt iu khng h d dng. Vic la chn chin lc gi ca doanh nghip ph thuc vo nhiu yu t, t cc yu t bn trong nh chin lc marketing ca doanh nghip, chi ph, v tr ca sn phm trong s chu k sng,...n cc yu t bn ngoi nh tnh cht cnh tranh ca th trng, s cu v hng ha, s cnh tranh v gi ca i th v cc quy nh ca chnh ph Trong phm vi ti, nhm s nghin cu chin lc gi ca sn phm X-men trn c s l thuyt v chu k sng ca sn phm. S chu k sng ca sn phm X-men
3.2.2.1 Giai on ra i ca du gi X-men

Ra i vo thi im cui nm 2003, vi vic pht hin ra i dng xanh trong lnh vc du gi nam trong khi cc i gia trong lnh vc ny cn ang trong cuc chin ginh th phn trn i dng , th trng sn phm du gi dnh cho n, X-

Nm 2003

Nm

men thc s l mt con c nh mt mnh vy vng trn c mt i dng xanh rng ln. Sn phm X-men u tin c tung ra trn i dng xanh ny lm nn tn tui ca doanh nghip ny l X-men, dung lng 200ml vi mc gi 33.000. Mc gi l trung bnh so vi cc sn phm cng loi nh Romano, Head&Shoulder Vi chin lc gi giai on u cho sn phm nh vy, nhm nhn xt l hp l. Th nht, l doanh nghip u tin trong i dng xanh rng ln nhng tim lc ca cng ty l gii hn nn vic ginh ly th phn cng nhiu cng tt l iu cn thit, vic a ra sn phm vi mc gi trung bnh nh vy s d dng hn cho chin lc ny ca doanh nghip. Th hai, du gi l sn phm tiu dng thit yu, vi mc gi a ra ban u qu cao s gy tm l e d cho ngi tiu dng khi chn la sn phm, c bit i tng mua sm du gi trong giai on ny ch yu l ph n. iu s nh hng khng nh n cc chin lc nh v sn phm trong giai on ny nhm thay i thi quen s dng du gi nam gii. Vi chin lc gi ny cng vi cc chin lc xc tin ca mnh, ch sau 6 thng xut hin, X-men ngang bng vi Romano, t con s hn 1% th phn du gi v dn u th trng du gi dnh cho nam gii, qu tht l mt k tch i vi mt doang nghip Vit Nam. 3.2.2.2 Giai on tng trng ca X-men. Giai on u khi X-men ra i th trn th trng du gi vn l sn chi ca cc i gia, l cuc chin ginh th phn trn tng phn khc mt. Phn khc du gi tr gu c Clear (Unilever), Head & Shoulders (ca P&G ) v nng v bnh l hn mt cht l Nizoral. Phn khc thin v mi hng dnh cho n th hu nh ch c Enchanteur. Cn i vi phn khc du gi dnh cho cc gia nh c thu nhp thp, ch yu cc tnh, th c Lifebuoy, Sunsilk (Unilever). Mi n khi, X-men chim c mt phn ln trong th trng du gi dnh cho nam th cc doanh nghip ny mi git mnh nhn ra tim nng khng nh ca khc th trng b b qun ny. Cc doanh nghip ny tm dng cuc chin trn th trng du gi v bt u chuyn hng sang i dng xanh tr ph kia. iu ny ng ngha vi vic s cnh tranh trong khc th trng ny s din ra v ngy cng khc lit hn, i dng xanh s b ha bi cuc chin ca nhng doanh nghip.

Nu cnh tranh v gi chc chn X-men s khng tim lc trc nhng cng ty c ln, lm ma lm gi th trng m phm cng nh th trng du gi Vit Nam nh Unilever, Procter & Gamble (P&G), UnzaVic a ra mt chin lc thch hp cho sn phm, c bit l chin lc gi, cnh tranh vi cc doanh nghip ny l cn thit cho X-men. Nh vy, chin lc gi i vi X-men giai on ny c ngha thc s quan trng, quyt nh s tn ti ca n trn th trng. Tr li v chin lc nhum i dng xanh ca cc i gia th trng du gi, s thnh cng ca X-men v s chuyn hng trong tm l ca ngi n ng v nhu cu lm p m c th l nhu cu s dng loi du gi cho ring cho mnh lm cho khc th trng ny ngy cng tr nn hp dn hn. n lc ny th cc i gia ny khng th ng ngoi cuc na v nhy vo khc th trng ny tranh ginh th phn. M u l Racing ca Romano, Ramus v Dermilan ca Cng Ty Vit Hng, Coast ca Henkel Vit Nam, tip n l s tr li c phn rm r hn ca Head&Shoulders (P&G)nh im l s gp mt ca Unilever vi a em trai t Clearmen, vi ngn sch tip th khng l v cc chin dch qung co rm r Unilever xc nh mc tiu r rng l ginh ly th phn t X-men. D cnh tranh trc tip hay gin tip, th trng ca X-men trn phn khc ny t nhiu cng nhum . Nhng vi mi t sng, X-men u tm ra i sch kh thuyt phc trc tn cng ca i th. iu gp phn lm cho sn phm ng vng ti thi im hin nay. Trong cuc b ny ca cc cng ty nc ngoi, ng ch nht l s so k v gi c ca Romano v X-men. Romano thc ra l sn phm dnh ring cho khc th trng ny t trc khi X-men bc vo, tuy nhin li np sau ci bng qu ln ca ngi ch mnh l Enchanteur v c xp trong nhm du gi nc hoa, chnh v th m Romano khng gy c nhiu s ch t pha ngi tiu dng. L gii cho iu ny c th k n cc nguyn nhn sau: Nguyn nhn ch yu l do s cnh tranh khc lit trn th trng du gi dnh cho n lm cho Romano khng c ch trng nhiu, kinh ph cho cc chng trnh xc tin hn hp v i khi li c bn nh l sn phm tng km ca Enchanteur. Th na l nh v ban u ca Romano l mt sn phm sa tm, l ngi n ng lng mn ch khng phi l ngi

n ng ch thc nh ca X-men nn cha to c hiu ng trong tiu dng nam gii. S tr li ln ny, ginh li th phn mt ca mnh Romano tung ra Racing, sn phm du gi v sa tm, bn vi gi r hn so vi X-men (loi 200ml c gi l 20.000VN). y l chin lc bnh m kp tht, trn c Romano (loi 200ml c gi l 37.000 VN), di c Racing, kp X-men gia. Chin lc ny t nhiu em li li ch tch cc cho Romano. p tr, X-men dng chnh chin lc bnh m kp tht ny ph th gng km bng cch tung ra X-men for Boss, mt loi sn phm dnh cho i tng c thu nhp cao vi mc gi 45.000 (loi 200ml). Nh vy, trn c X-men for Boss, di c X-men, kp Romano gia. Vn t ra y l ti sao X-men khng a ra loi sn phm c gi r hn Racing m li l X-men for Boss, mt sn phm c gi cao hn Romano, nh vy phn khc ngi tiu dng c thu nhp va v thp phi chng s thuc v Racing. iu c th hiu c v nh v ca X-men l sn phm c mc gi trung bnh, cao cho i tng ngi tiu dng c thu nhp tng ng. Nu X-men a ra loi sn phm c gi thp hn t nhiu s nh hng n tm l nghi ng ca ngi tiu dng v cht lng ca sn phm. Cn i vi i tng c thu nhp cao th mc gi cao hn s chng t c ng cp tiu dng hn nn vic la chn X-men for Boss l mt chin lc hp l. Trong khi , cuc chin gia X-men v Clearmen li din ra trn mt mt trn khc, l cuc chin ch yu bng cc chin lc xc tin v qung b thng hiu. Sn phm Clearmen loi 200ml khi mi ra i c gi l (), vi mc gi nh vy dng nh khng c chnh lch nhiu so vi gi ca X-men. R rng cnh tranh v gi khng phi l cch m Unilever xc nh khi thm nhp vo phn khc ny. c v l mt quyt nh khn ngoan ca Unilever v nu xt v ngun lc th r rng Unilever hn hn so vi X-men v Unilever c y kh nng cnh tranh v gi bng cch gim gi y cc doanh nghip c ngun lc yu ra khi th trng nh cch m cc doanh nghip ln vn lm. Nh vy, iu g lm cho Unilever thay i chin lc ny. Thc cht, xt th trng ti thi im 2007 vic cnh tranh v gi l khng th, nht l cnh tranh v mt hng tiu dng nh l du gi. c bit, trn

phn khc th trng ny li ang c s cnh tranh gia Romano v X-men, chnh vic cnh tranh ny li ko theo h qu l th trng du gi dnh cho nam lc ny bo ha v gi. Tc l hu ht cc sn phm ca hai nhn hiu kia u c mt tt c cc mc gi t thp n cao. Nn vic chen chn vo khc th trng bng chin lc gi h l mt iu dng nh l khng th v khng nn i vi Unilever lc ny. l cha k n vic h gi s nh hng n uy tn ca sn phm v dng sn phm Clear c nh v nh l sn phm dnh cho i tng c thu nhp trung bnh kh tr ln. Vic gim gi sn phm c th gy tm l nghi ng v cht lng sn phm ca ngi tiu dng. Cui cng, cuc chin ny ch c th din ra da trn cc chin lc xc tin ca hai doanh nghip. Cho d l khng i u trc tip v gi nhng r rng X-men vn yu th hn so vi Clearmen v nhiu mt. Chng ta s lm r hn vn ny phn phn tch v chin lc xc tin ca X-men. Vi nhng chin lc v gi ht sc khn ngoan ca mnh, c th ni X-men gi vng c th phn ca mnh trc s tn cng ca cc i th cnh tranh tm c trong lnh vc m phm. Th mi bit c sc mnh t nhng cng ty Vit Nam l khng h nh. Nu chu tm ti t trong th trng vn dy c s cnh tranh v bit vn dng c chin lc i dng xanh th vn c c hi cnh tranh vi cc doanh nghip ln. 3.2.3 Chin lc phn phi ca X-men Knh phn phi ng vai tr quan trng trong vic ni kt gia ngi sn xut v tiu dng. ng thi, knh phn phi cng tc ng trc tip n hot ng sn xut kinh doanh ca ngi sn xut v li ch ca ngi tiu dng. Phn phi chnh l knh tip th lm cngvic chuyn hang ha t nh sn xut n tay ngi tiu dng .N lp c khong cch ,cch bit hay khc bit gia nh sn xut v ngi tiu dng v thi gian ,khng gian v quyn s hu ,mt hng v th hiu . Tn dng c thi c v nh c phng php marketing t ph, nhn hiu X-Men ca Tp on ICP qua mt nhiu ng ln tr thnh nhn hiu du gi s 1 dnh cho nam gii.

ICP-c thng hiu X-men ni ting s y mnh pht trin h thng phn phi sn phm. Cng ty lin kt vi cc doanh nghip khc tn dng h thng phn phi sn c ca nhau nhm a sn phm n tay ngi tiu dng nhanh nht. Nm 2009 ICP hp tc vi Thun Pht cng s dng chung ngun nhn lc v h thng phn phi cca cng ty ny. a bn th trng nng thn vi gi r hn nhng ang gp nhiu kh khn do b vng phi quy nh chi ph tip th ,qung co ch mc 10% chi ph hp l . Vi li y l sn phm c nh v l dnh cho gii trung v thng lu nn nu a v vng nng thn . Ch phn phi th trng ni a nn nhng sn phm tr nn dn quen thuc vi ngi tiu dng thnh th .th trng ni a s l im ta vng chc cho ICP trong nm 2010. S dng nhn vin bn hng n tng ca hng bn l theo tuyn ,nhng nhnvin ny c nhim v giao cc n hng mi ,giao hng v cp n hng cho cc tn dng . Cc im bn l c cp t by hng nm s dng ti a khng gian trong ca hng ca h v tnh bt mt sn phm X-men qung b rng ru trn cc phng tin thng tin i chng. Xt thc t tm l ngi tiu dng Vit Nam, trc y mi ngi mang mt tm l rt nng l hng ngoi lc no cng tt hn hng ni, in t th Made in Japan l nht, hng tiu dng FMCG th c n t chu u th hin nhin c xem l tt hn, Tuy rng gi y vi cht lng cc sn phm c ci tin nhiu lm cho s phn bit hng ni hng ngoi gim phn no, nhng nhn chung tm l ngi tiu dng vn coi trng hng ngoi hn. Ngi tiu dng vn thch sn phm X-men ch t bao b nhn hiu n i s thng hiu, phim nh qung cou mang m mu sc nc ngoi .Sn phm a dng v phong ph . T khi X-men ra i, dng nh cnh my ru thc hn v gii tnh khi xi du gi. Trong cc gia nh xut hin cc loi sn phm dnh ring cho nam nh nc hoa, x bng ra mt, ln kh mi

Nhn chung a s mi ngi u c nhn xt tt v chin lc v cc hot ng qung b ca X-Men, cng nh a s u nh gi cao cc TVC m ICP lm.c ngi tiu dng nh v l sn phm c ngun gc nc ngoi .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. Nhng ngi ph n l nhng ngi mua sm trong gia nh,h rt yu chng v s mua nhng sn phm lm ni bt c tnh ca chng mnh v ngi n ng ph thuc vo vic ny. V sn phm ny nh v l dnh cho gii trung v thng lu nn sn phm phn phi hu ht cc tnh thnhph nh:H Ni, Nng,TPHCM.Sn phm ch phn phi th trng ni a cn nhng sn phm du gi cng loi phn phi c nc ngoi na nhng Xmen bit nh tm l ngi tiu dng v trung thnh vi th trng ni a cho nn sn phm c mi ngi bit n v thu nhp em li cao . Khi X-Men bt u xut hin trn th trng, lc ch c Romano l mt sn phm dnh cho nam gii. Tuynhin, 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. 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. X-Men hin ang i mt vi nhng i th ln trong cuc chin dng nh bt 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.

Cng ty bt u t mt cng ty nh nhng vi nhng chin lc c o v n lc nn cng ty vt qua v hin nay tr thnh mt cng ty tm c v c nhiu ngi bit n nh thng hiu Xmen .V tnh cho n hin nay cng ty cha h vay vn ngn hng. Cc c s v chi nhnh ch yu l i thu. Vi nhng yu t nh trn ,chng ta thy bit nhn xa trng rng v a ra nhng chin lc ng n. Nn n cng thnh cng khi a ra h thng phn phi ph hp. 3.2.4 Chin lc xc tin ca X-men Bn cnh nhng quyt nh v chin lc gi, chin lc sn phm, chin lc phn phi, th vic xy dng mt chin lc xc tin ph hp vi chin lc tng th cng l mt vn quan trng i vi doanh nghip. To s khc bit cho sn phm, phn khc th trng, thc y tiu th, xy dng nhn hiutt c cc hot ng u cn xc tin. Mt hn hp xc tin hiu qu s em li s ng gp quan trng trong s thnh cng ca chin lc Marketing i vi doanh nghip. Vic xy dng mt chin lc xc tin cn xem xt di tc ng ca cc yu t nh loi sn phm/th trng, cc giai on sn sng mua, cc giai on trong chu k sng ca sn phm v cui cng l chin lc y v li ko ca cng ty. Trong , hai yu t cc giai on sn sng mua v chu k sng ca sn phm l hai yu t m doanh nghip nn ch hn c. Trong hai yu t trn, theo nhn nh ca nhm yu t chu k sng ca sn phm l thch hp phn tch vic xy dng chin lc xc tin ca doanh nghip hn c. C hai l do gii thch cho nhn nh trn ca nhm nh sau: Th nht, vic xc nh mc sn sng mua ny mang tnh cht ch quan t pha doanh nghip hn l t pha ngi tiu dng. Vic xc nh mc sn sng mua ca ngi tiu dng l iu khng d dng g i vi doanh nghip. Do nhu cu v mc tha mn ca khch hng l a dng, s tha mn ca khch hng v sn phm l khng ng nht, n cn ph thuc vo nhiu yu t khc na. Cc doanh nghip c th tin hnh iu tra c kt qu mang tnh khch quan hn v chnh xc hn. Tuy nhin, vic iu tra s mt thi gian v chi ph l khng nh, c khi li vut mt c hi trc mt na. Th hai, vic xc nh v tr ca sn phm trn s chu k sng th t nhiu cng thy c mc sn sng mua ca ngi tiu dng,

trong khi vic xc nh v tr ca sn phm trn chu k sng th c th d thc hin hn v n biu th qua cc con s nh lng, chng hn nh doanh thu ca sn phm. Chnh v th m ti ny chng ti ch xin a ra v phn tch chin lc xc tin ca X-men da trn v tr ca n trn chu k sng. 3.2.4.1 Giai on ra i ca sn phm Khi mi bc chn vo khc th trng ny, vic a ra chin lc cnh tranh v gi r rng khng phi l mt iu khn ngoan m ICP nn lm. Thay vo , cng ty ch yu nn tp trung vo chin lc qung co, a sn phm n gn hn i vi ngi tiu dng. Nh xc nh c chin lc ny m X-men lm nn thng li ln cho ICP, thay i c tm l ca ngi tiu dng v du gi. Nhc n X-men, giai on u, chc hn s c khng nhiu ngi bit c y l sn phm c ngun gc t trong nc. Mc d ton b qu trnh sn xut sn phm u din ra trong nc.T hnh dng n bao b sn phm u mang phong cch rt Ty, c bit l ci tn rt ngoi ca sn phm: X-men. Theo ng Phan Quc Cng, X c suy t "Next Generation" (th h k tip), men l mun m ch sn phm dnh cho nam gii, nh vy X-Men c hiu l th h nam gii mi, lch lm v snh iu. S d c ci tn nh vy l v khi a ra sn phm ny ICP mun mang X-men n vi nam gii ton cu ch khng phi ch ring Vit Nam, tn sn phm X-men chnh l bc m ng cho chin lc . Tuy nhin, i vi th trng trong nc, ci tn X-men li c n tng mnh l mt sn phm c ngun gc nc ngoi. iu nh trng tm l sinh ngoi ca ngi tiu dng Vit Nam, do hng sn xut trong nc vi cht lng thp t thi bao cp li n tng kh nng n i vi tm l ca ngi tiu dng. Ch iu thi l mt thun li cho X-men khi xm nhp vo khc th trng cn kh mi m ny. l cha k n s trng hp khi thi im ny b phim in nh Hollywood X-men II cng ra i. Vi sc nng ca b phim, t nhiu cng lm cho X-men c ch hn rt nhiu. ICP qu tht thu hiu n tn chn t k tc ngi tiu dng Vit Nam v r rng vic a ra mt hnh nh Ty l cn thit khng nh cht lng, m bo doanh thu cho mt cng ty mi hai nm tui nh ICP.

Thnh cng ca X-men khng khng ch v l 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. on qung co u tin m ICP tung ra l on video s dng mt nhn vt c coi l mt trong mi ngi n ng quyn r nht hnh tinh nm 2003, Brad Pitt, on qung co l mt pha hnh ng vi m-tip quen thuc anh hng cu m nhn. Tuy nhin iu lm nn s khc bit ca n chnh l phong cch hon ton mi, t din vin, bi cnh n nhng pha hnh ng y hp dn trong mu sc Hollywood. Ngi xem khng ch b hp dn t nhng pha hnh ng mo him m cn cch to hnh cho nhn vt. l ngi n ng lch lm, mnh m v thu ht, khc hn vi hnh tng ngi n ng tinh t ca Romano. C ngi ni rng on qung co khng lm ni bt c sn phm ln nhng theo nh gi ca nhm, l mt on qung hay v c tc ng mnh i vi tm l ngi tiu dng. Brad Pitt c coi l thn tng ca phi n, khi ICP dng anh ta trong on qung co ca mnh, ICP ng rng, nu s dng sn phm X-Men ngi tiu dng cng c th tr thnh Brad Pitt th hai. Thng ip a n ngi tiu dng l r rng: Hy dng ti i ri bn cng s c nh anh y. Trong khi , hu ht cc qung co cho cc sn phm trong nc, ti thi im ny, ch yu i theo hng a cht lng sn phm lm u. Chin lc ny s tr nn mt tc dng khi c qu nhiu sn phm cnh tranh trn th trng, lc ngi tiu dng s quan tm hn n hn l cht lng ca sn phm. Nh vy, X-men chnh l ngi tin phong trong vic thay i phng thc qung b thng hiu. Chnh iu l cho cc qung co ca X-men l rt c sc, mi l v gy c n tng i vi ngi tiu dng. H qu l doanh thu ca X-men tng t bin ch sau vi thng sau khi c tung ra th trng. Ngoi ra, ni n s thnh cng ca X-men giai on ny, khng th khng k n hai chin lc c o ca ICP nhm tc ng vo tm l ngi tiu dng. Chin lc u tin m ICP a ra nh vo i tng ph n vi thng ip nu thng chng, hy anh y dng du gi ring. ICP rt khn kho khi chn mc tiu l ph n, v tm l ngi ph n Chu ni chung, Vit Nam ni ring lun lo lng, chm sc cho gia nh ca mnh. H thng ngh ti ngi chng v nhng a con

trc khi ngh n quyn li cho mnh. Nn vi thng ip a ra, ICP mun ni 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!. Hy th hin tnh yu thng ca ch bng cch mua du gi dnh ring cho anh y. Thng ip th hai ICP a ra tc ng trc tip n i tng nam gii n ng ch thc. Nu l nam nhi, hy dng du gi u ring, thng ip ny ca ICP thc s c tc ng rt ln n tm l ca ngi n ng. V i tng nam gii lun mun khng nh s mnh m v kh nng ca mnh, c bit l lng t trng bt ngun t truyn thng ca dn tc mu c th chy nhng danh d th khng th st m. Nn khi thng ip a ra lm chm n lng t i ca h, buc h phi s dng sn phm dnh ring cho mnh: X-men. R rng hai thng ip ny ca ICP u c tc ng ring ca n nhng vn t ra l ti sao i tng u tin m ICP nhm n khng phi n ng, ngi s s dng sn phm, m l ph n. V giai on 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. H qu l 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 nhu cu lm p thc s khng ch c phi n, chnh v th m nam gii ngy cng ch ng hn trong vic mua sm sn phm du gi dnh cho ring mnh. Nh vy vic la chn chin lc trn ca ICP l hp l, vi chin lc tip th sng to, c o ICP thnh cng khi ku gi mi ngi dng sn phm ca mnh. 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. 3.2.4.2 Giai on tng trng ca X-men Thi im 2006-2007, khc th trng du gi dnh cho nam si ng hn ln vi s tham gia ca cc i gia trong lnh vc du gi. Cc doanh nghip ua nhau a ra cc dng sn phm vi nhng chng trnh qung co, khuyn mi nhm thu ht ngi tiu dng, ginh th phn trong phn khc nh b nhng y tim nng ny. R rng l mt cuc ua khng h cn sc m th yu thuc v ICP. Vic i u

trc tip vi cc doanh nghip ln ch gy thit hi cho X-men nhiu hn m thi, nhng n trnh mi cng khng phi l gii php tt cho doanh nghip. Vy X-men vt qua giai on ny nh th no? l chin lc xc tin cc k sng to bng cch tp trung vo cc chng trnh qung co, thc y quan h cng chng v m rng ti tr cho cc s kinnhm to s gn gi i vi khch hng. C th ni thnh cng ca X-men giai on ny phn nhiu l do hiu qu ca chin lc qung co khn ngoan t pha cng ty. Vn l hnh ngi n ng bn lnh, thng minh trong cc on qung co nhng c sc ht vn khng nh i vi ngi tiu dng. Trong s c th k n on qung co X-hitchhiking, l mt on videoclip 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). Hnh ng anh hng cu m nhn c v nh l khng lin quan g n sn phm X-men nhng thc ra, ICP mun m ch rng khi bn dng du gi u X-Men, bn cng c th nh anh y. Ngoi ra cn phi k lot qung co X-mission, thu ht c ngi tiu dng trong nhng pha hnh ng kiu Hollywood. Trong lot qung co ny, ngi n ng ch thc s thc hin nhim v gii cu ha bnh ca mnh. thc s l mt phim Hollywood thu nh vi nhng tnh tit hp dn. Theo kho st ca cng ty Nielsen, trong thng 1-2007, X-Mission c ngi xem nh th hai, sau qung co Comfort vi nhn vt Andy v Lili. iu ng ni l trong cng thi gian pht sng X-Mission, cng c nhiu phim qung co honh trng ca cc thng hiu ln nh: Coca-Cola, Omo, Tiger Beer, PondsTrong thng 3-2007, mc d XMission khng cn xut hin trn truyn hnh nhng qung co ny vn xp th t trong danh sch phim qung co c nhiu ngi ghi nh. Th mi thy c ci hay ca X-men trong chin lc qung co.

Mt cnh trong qung co X-mission: Gii cu hi ngh th gii. D l X-Hitchhiking, X-mission, hay X-Rescue v gn y l Die Hard 5, X-men lun nht qun trong vic xy dng hnh nh cho mnh. l hnh nh ca ngi n ng ch thc vi nhng pha hnh ng theo phong cch M. C ngi cho rng hnh nh ngi n ng ch thc vi tnh cch thng minh, ho hip, lun c mt ng lc v vt qua mi th thch mt cch khn kho m ICP xy dng chnh l ly nguyn mu t Lc Vn Tin, mt nhn vt ni ting trong vn chng v gn gi vi ngi dn Vit Nam. Gia ng gp chuyn bt bnh chng tha ghi m du n hnh hip trng ngha ca Lc Vn Tin, v cng chnh l ct truyn ICP dng qung b cho chng trai X-men ca mnh. Do , d c mang phong cch Hollywood, d c hnh nh i din nc ngoi nhng chng trai X-men vn gn gi vi ngi dn Vit Nam, nhanh chng xy dng c tnh cch ln tnh cm trong tm tr h; Cho d hnh nh ca nhn vt trong cc on qung co c ly t nguyn mu nhn vt Lc Vn Tin hay khng th X-men cng thu ht c s quan tm ca ngi tiu dng bng nhng on qung co ca mnh. l yu t quan trng Xmen gy c s ch , gi c th phn v cnh tranh vi cc i th c tim lc ti chnh mnh, cng ngh cao, thng hiu ln nh Clearmen, Romano... So c v th ln lc, X-Men ch l chng t hon trc cc tn tui ln ny. 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 n 7% th phn v 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. y chnh l iu kin thun li cho X-men cnh tranh li vi Clearmen, mt a con cng c chm cht kh cn thn ca Unilever.
20 18 16 14 12 10 8 6 4 2 0
Ngn s ch qung co ( t r i u USD) Th phn du g i ( %)

X-m n e

r a e l C

o R n a m

c i o j e R

k l i s n u S

a P e t n

e v o D r e u t a h c n E y o u b e f i L

Ngun: TNS Infosys& Nielsen, nm 2006. Khi Clearmen c tung ra th trng, Unilever dnh cho n nhng khon u i tuyt i vi nhng khon chi cho cc chin dch marketing khng l. Vi li th ca mt i gia, Unilever c v nh mun y X-men vo th ng cng vy. M u cho chin lc ny 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 sau khi X-men c nhng ng thi p tr th Unilever tip tc tung ra on qung co vi Cristinano Ronaldo, mt danh th bng c nhiu ngi Vit Nam hm m. Vi nhng chin lc bi bn ca mnh, trong cuc chin dnh th phn, CLEARmen ang ui st vi X-Men (t 2.6% nm 2007 ln 5.5% nm 2008 theo s liu ca AC Nielsen), vt Romano v cc nhn hiu khc. thc s l mt thch thc i vi X-men. Khi Unilever tung ra Clearmen th ICP cng cho ra dng sn phm X-men tr gu, tuy nhin sc cnh tranh ca lot sn phm ny l khng ln. l mt ng thi c v kh hiu ca X-men, v Clear trc gi lun gn vi tnh nng tr gu nn vic tung

h c i R e l b u o D

e v i l o m a P

ra X-men tr gu kh c th cnh tranh c. Th na l X-men khng cn to c cn st nh lc u v cht lng sn phm l khng cao, hng thm nng mi v a s ngi tiu dng a bit y la hang ni nn do tm ly sinh ngoai khng mun dung na. Cui cng, vic tung ra X-Men tri gau se gy ra s canh tranh gia hai nhan hiu cua cung mt cng ty (con goi la hin tng n thit ng loai) o la X-Men tri gau va Dr Men, do cung hng ti mt i tng khach hang va cung thoa man mt li ich. R rng X-men tr gu khng em li hiu qu nh ICP mong i v vic cnh tranh trc l din bt li cho ICP. Thay vo ICP tp trung nhiu hn vo chin lc quan h cng chng. 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 t chc cuc thi Tp lm gim c Marketing ln th hai. Cuc thi ln ny khng ch c t chc ti cc trng i hc pha Nam, m cn vn xa ra tn ngoi Bc. Lc ny trn cc din n, forum v bo ch trn ngp cc thng tin v X-men, c th ni l mt hin tng X-men. u nm 2008, ICP tip tc chng trnh ti tr 1 triu t ri cho cuc vn ng "Hy bu chn cho Vit Nam" trong chng trnh bu chn 7 k quan th gii mi. Thnh cng trong cc chin dch ny cu cnh cho X-men trc nhng t tn cng t ca Clearmen. Kt hp vi cc chin lc ny l chin dch khuyn mi khng km phn hp dn. C th k n nh chng trnh khuyn mi mua du gi hoc sa tm X-Men trn 180g, khch hng c mt phiu tham gia chng trnh khuyn mi Phong cch n ng ca X-Men c c hi s hu 1 xe hi Mercedes C-Class Avantgarde tr gi trn 1 t ng v 280 in thoi Sony-Ericsson R300. Mt iu ng lu l cc gii thng trn cng u nhm nhm ti cc qu ng, r rng X-men mun khng nh mnh l sn phm dnh ring cho phi mnh. Ngoi ra, thnh cng ca X-men cn gn lin vi tn tui ca Phan Quc Cng, Tng Gim c ICP. S xut hin ca cp lnh o ICP trn truyn hnh, bo ch th hin thi tch cc m nhn hiu mun hng n ngi tiu dng. Giai on u khi X-men ra i, Phan Quc Cng xut hin trn khp cc mt bo vi chin lc i dng xanh c o. iu gp phn gip cho X-men t c danh hiu

Gii php marketing tt nht Vit Nam. S kin ng Phan quc cng l mt trong hai i din ca Vit Nam c n ti vi huyn thoi marketing ng i Philip Kotler t nhiu cng c tc ng n danh ting ca nhn hiu ny. u nm 2008, c s gp vn ca qu Mekong Enterprise II, hn 6 triu USD, 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. Khng dng li , ngoi vic tung ra nhiu dng sn sn phm nhm mc ch lp y cc phn khc, X-men cn cho ra i hng lot sn phm v chm sc c nhn t sa tm, x bng cc, gel, ln kh mi, nc hoa l cch tm i dng xanh mi ca Xmen. Chin lc nhm p tr s xm lc ca cc ng ln chnh l xy dng X-men tr thnh mt thng hiu em n gii php ton din dnh cho nam gii ch khng ch l du gi. C th thy y l mt chin lc khn ngoan v vi cc nguyn tc, chin lc, h thng c p dng cho ton cu, ngi khng l Clearmen s kh xoay chuyn sang mt lnh vc khc mt cc nhanh chng, ngoi sn phm du gi. Tuy nhin vic dnh ngn sch tip th cho cc sn phm mi ra nh ln kh mi, sa tm, trong thi gian gn y, hot ng tip th cho du gi X-men kh im hi lng ting. Vi li vic m rng ra nhiu lnh vc ca cng mt nhn hiu s lm cho ngi tiu dng c tm l hoang mang, khng xc nh c nh v ca sn phm. Vic vt cn con b sa X-men ny nu khng c gii php c th c th s gy hi n li ch ca doanh nghip trong tng lai. Do , X-men cn quan tm hn n nhng hot ng ci tin gi tr cho thng hiu v sn phm, cng c s gn kt vi ngi tiu dng qua cc hot ng gia tng tri nghim c nhn cho h nh kch hot thng hiu ti cc im bn v tm thm nhng i dng xanh khc. Nu khng lm c iu ny chc chn X-men s khng cn ung dung ngi v dn u trong thi gian sp ti.

Chng 4: Kt lun

C. Ti liu tham kho


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Gio trnh Nguyn l Marketing, i hc Kinh t-Lut HQG TPHCM. Gio trnh Marketing cn bn, trng i Hc Kinh T TP.HCM. Marketing ng i, Ng Bnh-Nguyn Khnh Trung, NXB HQG TPHCM. 24h.com.vn http://www.ebrandium.com/thu-vien/marketing/cuoc-chien-tiep-thi-giua-clear-menva-x---men.html http://www.hce.edu.vn/hsv/archive/index.php/t-3940.html http://bsa.org.vn/1/chitiettin.php?n_id=1535&n_cat=25 http://vneconomy.vn/71792P0C5/tu-vegy-den-xmen.htm http : / /www.saokimad.com/chien- dich- dai - duong- xanh- voi http : / / bus inesspro .vn/ i ndex.php?

cau- chuyen- cua- x- men/k1143.html opt ion=com_content&view=art ic l e& id=903:phan- khuc- th- trngly - sao- cho- ung- ming- ngon&catid=206:sa les marketing&Itemid=672

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