CNG TY C PHN CAO SU SI GN KYMDAN

K HOCH MARKETING NM 2012

P DNG CHO M CAO SU CHNG KHUN

Th trng mc tiu: C quan, trng hc, khch sn v bnh vin trn ton lnh th Vit Nam

c chun b bi: Nhm 5

-Thng 8/2011-

MC LC TM TT NI DUNG THC HIN ..................................................................... 4 I. PHN TCH TNH HNH ................................................................................... 6 1.1. Phn tch cng ngh ...................................................................................... 6 1.2. Phn tch cnh tranh .................................................................................. 7 1.2.1. Cnh tranh gia cc sn phm thay th: ............................................. 7 1.2.2. Cnh tranh vi cc sn phm cng loi ca cc i th cnh tranh ..... 9 1.3. Phn tch khch hng........................................................................... 10 1.4. Phn tch thc trng ca cng ty ............................................................. 11 1.5. Phn tch SWOT......................................................................................... 13 2. MC TIU ....................................................................................................... 15 2.1 Ngn hn ..................................................................................................... 15 2.2. Di hn ....................................................................................................... 15 3. CHIN LC TH TRNG.......................................................................... 16 3.1 Chin lc phn khc th trng.................................................................. 16 3.2 Chin lc mc tiu..................................................................................... 16 3.2.1. Th trng mc tiu ............................................................................. 16 3.2.2. Tn sn phm: Kymdan - Nano Silver .................................................. 16 3.2.3. Chu k sng ca sn phm ................................................................... 16 3.2.4. Nhng mc tiu chnh.......................................................................... 16 3.2.5. Chin lc nh v ............................................................................... 17 4. CHNG TRNH MARKETING ................................................................... 18 4.1. Marketing phi hp .................................................................................... 18 4.1.1. Sn phm ............................................................................................. 18 4.1.2 nh gi ................................................................................................ 22 4.1.3 Phn phi .............................................................................................. 23 4.1.4 Qu ng co -truyn thng ........................................................................ 24 4.2 Cc chng trnh dnh cho khch hng thn thuc ...................................... 24 4.2.1. Nhm khch hng khch sn ................................................................ 24 4.2.2 Nhm khch hng bnh vin ................................................................. 25 4.2.3 Chng trnh tng thng ..................................................................... 26 4.2.4 Chng trnh cm t ............................................................................. 26 4.2.5 Chng trnh gim gi .......................................................................... 27 4.2.6 Chng trnh thu ht............................................................................. 27 4.3. Chng trnh marketing-dch v v h tr khch hng. .............................. 28 4.4. Lng tin v s tn nhim ............................................................................. 28 4.5. Xc tin thng mi ................................................................................... 29 4.5.1. Chng trnh Bn hng tr gp 0% li sut ...................................... 29 4.5.2. Chng trnh Mua n m (m) h tr tng o nm (v bc m)....... 30

5. K HOCH THC HIN ................................................................................ 32 5.1. Thit k v trin khai sn phm .................................................................. 33 5.2. Marketing v bn hng ............................................................................... 34 5.3. Nh phn phi ............................................................................................ 35 5.4. Chng trnh sau bn.................................................................................. 36 6. NH GI V GIM ST VIC THC HIN ............................................. 37 6.1. Gim st cc chin dch qung co ............................................................. 37 6.2. Phn tch kinh doanh v bo co li/l ........................................................ 37 6.3. H s Khch hng ...................................................................................... 38 7. THNG TIN TI CHNH ................................................................................ 39 7.1. Tm lc thng tin ti chnh....................................................................... 39 7.2. Gi nh v ti chnh.................................................................................. 39 7.2.1 T l th nh cng d kin ca chng trnh tip th................................ 39 7.2.2. iu kin th trng ............................................................................. 40 7.3 Ngn sch .................................................................................................... 40 7.3.1. Qung co ............................................................................................ 40 7.3.2. Chng trnh tip th ............................................................................ 41 8. K HOCH D PHNG ................................................................................. 43 8.1. Du hiu tht bi......................................................................................... 43 8.1.1. V thi gian ......................................................................................... 43 8.1.2. V i tng thc hin ........................................................................ 43 8.1.3. V ni dung kim tra nh gi: ............................................................ 43 8.2. Chin lc thay th ..................................................................................... 44 PH LC ............................................................................................................. 45

TM TT NI DUNG THC HIN

c th nh lp t nm 1954 Cng ty c phn Cao Su Si Gn vit tt l cng ty Kymdan, c bit n nh l cng ty tin phong trong lnh vc sn xut cc sn phm sn phm t 100% cao su thin nhin. Cc dng sn phm cng ty Kymdan cung cp cho khch hng rt a dng v phong ph: t m, gi, ging, salon.... Trong mi nm qua doanh thu ca Kymdan lun tng trng t 30-50%, thm ch c nm 65%. Thnh qu gip Kymdan c tng gii thng Mt trong mi thng hiu ni ting nht Vit Nam vo nm 2006. Nm 2010 doanh thu ca Kymdan t 1.012,5 t ng, a cng ty vo Top 500 doanh nghip t nhn ln nht Vit Nam. Tuy nhin, t u nm 2011 nn kinh t Vit Nam tng trng chm li, lm pht tng cao, trong khi th trng m trong nc ngy cng cnh tranh khc lit hn. Nhng kh khn ny nh hng trc tip n kt qu sn xut kinh doanh ca cng ty. Mc d doanh thu d kin nm 2011 vn t mc 1.000 t ng, nhng nu khng c nhng quyt nh kinh doanh ph hp th trong nm 2012, cho d c d bo l nn kinh t s dn phc hi v lm pht gim so vi 2011, th cng ty s kh t c k hoch tng trng v duy tr v th hin c ca mnh. Sau khi tin hnh iu tra th trng, cng ty nhn thy:
Th nht, nhiu khch hng cho rng khi h i cng tc hoc dng bnh th nguyn nhn chnh d n n kh ng l do ch t lng m ca ni n khng tt bng nh. Th hai, thu nhp bnh qun u ngi ca Vit Nam ngy cng tng, do khch hng ngy cng quan tm hn v sn sng chi nhiu tin hn cho nhng sn phm c li cho sc khe c ngun gc t nhi n. Th ba l, mng th trng khch h ng t chc bao gm cc khch sn, nh ngh, resort (gi chung l nhm khch sn) v cc c s y t (gi chung l nhm bnh vin) cha c cng ty cng nh cc i th cnh tranh quan tm nhiu, ng thi trn th trng cng cha xut hin sn phm c th no dnh cho cc nhm khch hng ny. Vi kt qu ny, cng ty quyt nh u t nghin cu v a ra sn phm m mi: m cao su chng khun trn c s s dng cng ngh sn xut m cao su thin nhin hin c kt hp vi cng ngh Nano Silver di t khun. y l dng sn phm chuyn bit, cao cp theo ng tn ch ca Kymdan: Cht lng l u tin hng u v mang n cho khch hng mt cm nhn ng cp vt tri khi s dng. Sn phm ny s tp trung ti nhm khch hng khch sn v b nh vin cao cp, mc d vy, sn phm cng ph hp cho cc khch h ng c nhn c nhu cu.

V sn phm m chim ti 95% tng doanh thu ca Kymdan, nn vic nghin cu, pht trin sn phm m v lp k hoch marketing cho sn phm mi ny l rt

quan trng i vi cng ty. Vic a ra th trng th nh cng s gip cho cng ty gi vng v tr u ngnh v cung cp sn phm m cao su thin nhin trong nc v m rng th trng nc ngoi, nh m mc tiu t tng doanh thu nm 2012 t 1.130 t ng, trong xut khu t 500 t, v d i h n s gp phn a doanh thu ca Kymdan ln con s 1.600 t ng vo nm 2015. Sn phm s c tiu th c th trng trong v ngoi nc, nhng bc u sn phm cn phi c khng nh v chim lnh th trng ni a. Tng chi ph marketing cho sn phm mi ny trong nm 2012 d kin l 30 t ng.

I. PHN TCH TNH HNH

Kymdan l thng hiu mnh vi nhiu yu t t c v tr s 1 (nhiu ci nht) nh:
Thng hiu nm cao su thin nhin xut hin sm nht (t nm 1954); n v xut khu nm cao su thin nhin sm nht; n v c phng th nghim ph hp b Tiu chu n Quct ISO/ IEC 17025:2005 vn c vai tr rt trng trong thng mi, pht trin sn xut, sn phm v c trong vic bo v khch h nh sm nht. L thng hiu c bo h nhiu quc gia v vng lnh th nht; l doanh nghip thc hin trit nht vic b thuc l cho 100% ngi lao ng. L mt in hnh tiu biu cho vic xy d ng thng hiu mnh t trong ra ngoi, t ni b cng ty ra ngo i cng ty, t th trng trong nc ra th trng th gii..

1.1. Phn tch cng ngh

Cng ty c phn Cao su Si Gn - Kymdan gi tt l Kymdan c ngi tiu dng bit n vi sn phm chnh l nm (m). Thnh phn nm 100% Natural Latex (cao su thin nhin) nguyn cht dng bt (sponge, mousse), hon ton khng pha trn Latex Synthtique (cao su tng hp). c bit, bn thn nm KYMDAN l m t khi mousse (khng phi ch ph mt lp mousse mng trn b mt nh cc loi nm khc) n n mang li s thoi mi hn cho ngi s dng. C mi thm chocolate vnh vin hoc khng mi theo s la chn ca khch hng. Bt (sponge, mousse) nm mn, chc, khng chy nha, khng xp (ln, trng) hay lo ha theo thi gian. cng ti u ca nm cao su thin nhin Kymdan c tc dng nng ct sng ca ngi s dng mi t th nm trong khi ng. Nhm p ng nhu cu a dng ca khch h ng bng nhng sn phm c tnh nng ph hp, nm KYMDAN c sn xut vi 03 cp cng khc nhau phc v cho cc i tng khch hng khc nhau Cng chun ph thng (Standard Hard): ph h p vi nhu cu s dng hng ngy ca khch h ng bnh thng t tr s sinh n ngi trng thnh c th trng nh hn 70kg. Cp cng ny l cp thp nht m KYMDAN sn xut. y l cp cng c nghin cu ph hp vi trng lng bnh qun ca ngi tiu dng. KYMDAN khng sn xut nm c cp mm hn v c nguy c gy cong vng ct sng, nh hng n sc khe ca ngi s dng, gy mt uy tn ca sn phm KYMDAN.

C ng chun c bit (Special Hard): ph h p cho khch hng cha quen s dng nm m trc y ch quen dng chiu t trn nn nh hay trn vn (phn) v ph hp vi khch h ng l nhng bnh nhn c cc bnh l c lin quan n ct sng nh hoc ngi s dng c th trng t 70kg --> 90kg. Siu Cng (Super Hard): ph hp vi khch hng l nhng bnh nhn c cc bnh l c lin quan n ct sng nng, nm iu tr lu di ho c ngi s dng c th trng ln hn 90kg.

1.2.

Phn tch cnh tranh

1.2.1. Cnh tranh gia cc sn phm thay th: Vi tnh a dng v cht liu cng nh gi bn loi sn phm ny trn th trng m m Kymdan ang ng trc nguy c cnh tranh gay gt t sn phm thay th khc nh: m l xo, m bng p... l cc sn phm c gi thnh r hn rt nhiu so vi sn phm m cao su thin nhin ca Kymdan. u im ni tri ca mi dng sn phm nh sau: m cao su: Xt v n hi tt th m cao su lun l la chn hng u ca ngi tiu dng hin nay. Trn th trng Vit Nam hin ti c rt nhiu thng hiu m cao su nh: Vn Thnh, Lin , Queen, Dunlopillo, nhng c ngi tiu dng ch v quan tm nhiu nht l thng hiu vi cht liu l 100% m cao su thin nhin dng bt (Sponge, Mouse.V d: hng ti khch hng t tr em n ngi gi, vi mi tui h ng nghin cu v sn xut nhng chic m c n hi khc nhau: Tr em hay ngi gi nn nm m c n hi thp nht v nh th s khng gy au nhc xng, c, rt tt cho ngi gi, tr em s d dng vn ng hn, vi nhng ngi ang tui lao ng th c th la chn nhng chic m cao su m nh thy ph hp. i vi nhng ai hay b d ng vi nhng ha cht l th nn s dng m cao su v m cao su thin nhin rt lnh tnh v an ton. Ring i vi Kymdan, cng ty p dng cng ngh nn mi hng cho sn phm m ca mnh, nn khi s dng cc sn phm m Kymdan khch h ng s thy mi hng socola nh du hoc khng mi, khi y chic m s mang n s m i, thoi mi v an ton. c bit m cao su rt bn ph thuc vo mi hng sn xut ( m cao su c tui th t 10 n 30 nm). m bng p: m bng p l dng sn phm kh ph hp vi ngi tiu dng Vit Nam c v gi v ch t liu cu to. m bng p c li l cc si Polyester c p cch nhit to thnh khi v c n hi rt thp. Chnh v vy m khng bng bnh v khi ngi nm ln mt m vn gi l mt mt phng nh vy khung xng c gi nguyn khng b x, vo nh vy m khng gy au lng cho ngi nm.

Do li m c cu to l cc si Polyeste nn rt an ton v khng gy d ng. c bit, do bng c p cch nhit nn bn rt cao, thng thong v lu thng kh, khng gy cm gic b bch, c ch cho ngi nm, rt ph h p vi kh hu Vit Nam. Dng sn phm ny thng c cc nh sn xut thit k di dng 3 mnh c th gp gn li tin cho vic di chuyn v ct gi. Hin ti trn th trng c rt nhiu thng hiu m bng p nh: Canada, Everon, HanvicoMi thng hiu u ang c gng n lc nghin cu v p dng nhng cng ngh hin i nht to ra nhng sn phm u vit chinh phc ngi tiu dng. Ngoi m bng PE thng thng cc hng cn tung ra cc dng sn phm thn thin v cao cp hn nh: m PE than hot tnh (Everon), m PE Nano bc hay m bng gm chng khun (Hanvico)Cc dng sn phm ny s dng cc nguyn liu thn thin c tnh thanh lc cao nh than hot tnh, ht Nano, vi khng khuny c coi nh nhng t ph mi ca cc hng trong cng ngh chm sc sc khe khch hng t gic ng. m l xo : C rt nhiu ngi khi mua m u k vng chic m s mang li cm gic bng bnh, m i, d chu, h c th r b ht nhng cng thng mt mi sau mt ngy lm vic mt nhc. Vi s thch nh vy khch hng thng tm n nhng chic m c n hi cao nh m l xo. Ngoi m cao su th m l xo cng c nh gi l chng loi sn phm c n hi ti u. n hi ca m l xo ch yu c sinh ra t h thng l xo thng c lm b ng thp chng d xon trong nhit cao m bo do dai, kh nng chu p lc v bn c.. Trn th trng hin nay c rt nhiu thng hiu m l xo trong v ngoi nc nh: Kingkoil, Dunlopillo, Canada, Hanvico, Everon, Vit ThngTrong , Dunlopillo, Kingkoill cc thng hiu ln ca nc ngoi vi h ng ch t lng cao v gi cng t hn so vi hng lin doanh trong nc. Vi nhu cu ca khch hng ngy cng phong ph v a dng cc hng cho ra i nhiu loi m khc nhau nh: m l xo gm, m l xo ti, m l xo cao cp Tuy nhin, m l xo c nhc im l do kt cu n hi ca m c th gy ng cho ngi nm b n cnh. Mt s ngi nm m cn b cm gic chng mt v au lng sau khi ng dy.
Bng 1: So snh gia cc sn phm m c mt trn thng trng hin nay Ch tiu n hi m cao su n hi tt m bng p t n hi (cng) Nh , xp gn c m l xo n hi tt Nh, cng knh m mouse tng hp t n hi (mm, xp) Nh m bng go t n hi (cng) Kh n ng, mng

Trng lng Nng

Ch tiu Mu m Thi gian bo hnh bnh qun bn Gi

m cao su Nhiu >6 nm 20 nm Cao

m bng p Nhiu 5 nm 6-8 nm Trung bnh

m l xo t 4 nm 5-7 nm

m mouse tng hp t 1 nm 2-3 nm

m bng go t 2 nm 2-4 nm Th p

Trung bnh Rt thp

1.2.2. Cnh tranh vi cc sn phm cng loi ca cc i th cnh tranh Mc d ang gi v tr ng u trong nhng h ng cung cp cho th trng ni a sn phm m 100% t cao su thin nhin v chim 90% th phn trong nc, nhng trong nhng nm gn y, Kymdan lun ng trc thch thc mi l s gia nh p ca cc nhn hiu m cao su khc nh: Lin , Vn Thnh, ng Ph...hay cc sn phm m cao su nhp khu t: Anh (Dunlopillo), c,... Nh phn tch trn, thc t trong 5 nm tr li y, th phn ca Kymdan c lc ln lc xung, nhng u xoay quanh 90% th phn m cao su thin nhin. R rng 10% th phn ca sn phm Kymdan c chia u cho cc cng ty khc m Kymdan cha th li ko s lng khch hng s dng sn phm ca m nh. nghin cu s cnh tranh ca cc i th Kymdan chng ta cng xem xt bng d liu di y.
Bng 2: Thng tin v i th cnh tranh v gi c v cht lng Ch tiu Cht lng Gi tho dng Mu m H thng phn phi Thi gian bo hnh Kymdan Rt tt Cao Cao Nhiu Nhiu Dunlopillo Tt Cao Kh cao t Cn t Lin Tt Kh cao Kh cao t Kh nhiu Vn Thnh Tt Kh cao Kh cao t Kh nhiu ng Ph Tt Kh cao Kh cao t Rt t

6 nm (trong nc) 10 nm 10 nm (xu t khu)

6 nm

6 nm

5 nm

T bng thng tin v i th v sn phm cnh tranh ta c th thy, nu ch xt trn bnh din gi c tuyt i th Kymdan cha phi l s la chn hp l ca ngi tiu dng mc d cht lng l rt tt, nhng bn cnh th sn phm m bng p ca Everon cng c cht lng khng km vi mu m p. Vy iu g to nn s khc bit m ni n sn phm m cao su khch hng ngh ngay n sn phm Kymdan? Vn ch sn phm m Kymdan c vng i ko di 25-30 nm. Nu tnh chi ph b nh qun m khch hng b ra mi nm trn mt sn phm th chi ph ca Kymdan hon ton hp l, nu khng mun ni r hn rt nhiu so vi cc i th cnh tranh.
S 1: V th ca Kimdan trong tng quan vi cc i th cnh tranh

Cao Lin i Thnh Gi c/ cht lng Everon Thp Rng Lnh vc hot ng Hp Kimdan

Trong bn ny, u th ang nghing v pha Kymdan, l li th ln ca Kymdan do ra i t rt sm v sn phm thng hiu Kymdan n thi im hin ti ang chim i b phn trn th trng. Nhng phn tch nu trn cho thy, s cnh tranh trong ngnh hng ny l rt gay gt khng ngoi tr trng hp c s cnh tranh bt chnh ca cc i th khc. Nu Kymdan duy tr t tng hi lng vi cht lng sn phm ca mnh v ngng u t nghin cu ci thin sn phm th ch c chn Kymdan s tt hu v b o thi trong mi trng cnh tranh khc nghit ny.

1.3.

Phn tch khch hng

S thnh cng hay tht bi ca mt k hoch Marketing u xut pht t khch hng. Vit Nam vi 20% dn s c thu nhp cao chim 50% tng thu nhp ton x hi. Nhng ngi c thu nhp cao ny ch yu tp trung ti cc thnh ph v th ln. Nhng khch hng ny thng c iu kin tip xc vi khoa hc cng ngh v internet. Nhm i tng ny thng thc hin vic mua bn hng ho trong cc trung tm thng mi, trong cc ca h ng cao cp vi cc dch v bn hng v sau bn hng c trin khai kh tt. Khch hng cao cp khi mua sn phm dch v

khng ch i hi cht lng ca sn phm m cn i hi cc yu t gia tng khc, nh: bao gi, bo hnh, chm sc khch hng.... i vi khch hng ni a ni chung thng c nhng c im sau:
Quan im v li sng: Cuc sng ngy cng pht trin, thu nhp v t tng con ngi cng c ci thin. Do xu hng v nhu cu cng c i hi cao. Mt sn phm khng cn l ch p ng nhng nhu cu thit yu n gin v n , ng mc m i hi sn phm nng cao c v cht lng cng nh hnh thc, p ng nhng i hi phong ph ca ngi tiu dng Xu hng v nhu cu: Nh phn tch trn, dn phm chn m khch h ng khng ch i hi p ng nhu cu n thun l gi m m hng timt sn ph m bn, p, a tnh nng c Kim an ngy cng ci tin:tnh do, n hi cao, chu nn p ln, tui th ca sn phm cao, cng v cu trc t u, thng hi, khng chy (khng bt la vi thuc ang chy, khng bng pht hoc lan trn nhanh ngn la, kh nng htthm nc nhanh.). hn na cn phc v nhu cu v sc khe Li ch tm ki m: Quyn li v nhng ch bo hnh m bo, uy tn (lm sch nm,i, gim gi vi nhng dch v chm sc khch hang,) c t vn s dng: tc dng sn phm vi sc khe, la chn sn phm ph hp, cch s dng v bo qun, khc phc cc bnh l v ctsng,

1.4.

Phn tch thc trng ca cng ty

Vi li th l doanh nghip u tin xy dng thng hiu sn phm m 100% t cao su thin nhin, Kymdan c mt khi u vng chc trong vic i vo tm tr ca ngi tiu dng v l la chn hng u ca ngi tiu dng trong vic la chn sn phm m. Theo kho st thc t thng qua Internet, khi hi 100 khch h ng mua m th c n 78% s ngi c hi tr li thng hiu u tin ngh ti l sn phm Kymdan v vn ca h khi la chn sn phm Kymdan ch l vn gi c. Cng theo kho st trong 100 khch hng s dng sn phm ca Kymdan c 97% s khch hng cho rng s tip tc s dng sn phm ca Kymdan. Khng ch dng li con s n l , cng vi s pht trin nh v bo ca k nguyn Internet, y trn cc din n rt nhiu khch hng s dng qua sn phm ca Kymdan u c nhn xt rt tt v tr th nh knh tuyn truyn hu hiu cho sn phm m Kymdan. Nh vy, vi dn s 86 triu ngi th th trng ni a vn l th trng tim nng ca Kymdan trong thi gian ti. Trong nhiu nm qua Kymdan c bit n nh mt loi sn phm hng ti khch hng trung v cao cp, hng n gi tr v nhn mnh thng ip: Cao su thin nhin - Danh ting lu i. y l bc i ng n ca Kymdan v c minh chng bng kt qu hot ng ca cng ty trong 57 nm va qua, bng nhng con s m chng ta nhn c trong kt qu iu tra ngi tiu dng. Nhng nhng khch hng c thu nh p thp vn c th mua c sn phm Kymdan, cng

ty i mi a dng ho cc sn phm bng cch b sung cc sn phm c dy gim i, bao gm cc loi: 5cm, 7,5 cm ti 20 cm, hay a dng ho cc loi sn phm m nh sn phm m: Deluxe, m Massage, m du lch,.... i vi th trng nc ngoi: hin ti Kymdan ang thc hin trin khai tiu th sn phm ti th trng ni a v vch k hoch trong tng lai (tm nm 2013) s xm nh p th trng quc t khng nh ng cp ca mt thn g hiu Vit. Tuy nhin, d l d kin trong tng lai mi xut khu nhng Kymdan coi th trng ni a cng kh tnh nh th trng nc ngoi t mc tiu sn xut vi cht lng tt nht nhm tha m n ti a nhu cu khch hng. Vn t ra v yu cu cht lng, cc yu cu sn phm an ton, thn thin vi mi trung, cc yu cu v sinh i hi rt kht khe. Lng trc c nhng kh khn Kymdan ch ng tham gia tch cc cc hot ng nhm chun b cho khu xm nhp th trng ni a trn bnh din coi th trng ni a nh l th trng th gii thu nh. C th: ngoi nhng b quyt ring cng ty cn khng ngng nghin cu ci tin cng ngh, u t ch hu m i, bo h nh...thc hin vic nh gi cht lng sn phm theo tiu chu n qu c t, cng ty t c cc tiu chun v qun l cht lng nh ISO 9001:2000, SA 8000:2001, 18 nm lin c Vin nghin cu mi trng ECO ca c chng nhn sn phm khng nh hng n sc khe ngi tiu dng v mi trng; c Cc qun l sn phm ni tht v cch nhit Hoa K cp giy chng nhn c kh nng khng chy v c php lu hnh; t chc S hu tr tu ca Lin hip quc trao gii thng WIPO dnh cho doanh nghip c nhiu sng to v sn phm c nh gi cao trn th trng; c Trung tm kim dch thc vt sau nhp khu 2 chng nhn c kh nng khng cn trng. iu n y to lng tin cho ngi tiu dng vo sn phm Kymdan. i vi khch hng cao cp ti th trng ni a: Doanh thu sn xut kinh doanh 2007 v 2011 cho th y, tc pht trin ca th trng chm li nhng khng c ngh a tr trng i xung, bng chng trong 3 nm doanh thu t th trng ni a tng ln 13.34% vi con s tuyt i 70.75 t ng. R rng rng trong giai on khng hong t 2008 n nay, con s ny cho th y nhu cu sn phm m cao su thin nhin ca Kymdan vn gi v tr n nh v pht trin. iu ny c gii thch i tng khch hng ca Kymdan ch yu l khch hng trung v cao cp, nhm khch hng ny t ch u s tc ng ca cuc khng hong, hay nhng thay i, bin ng ca nn kinh t trong quyt nh la chn sn phm Kymdan. Ngoi yu cu v cht lng sn phm cn cn ch n s khc bit lin quan n dch v chm sc khch h ng, cc dch v sau bn hng. Thng hiu Kymdan t trc n nay vn gn lin vi sn phm cao cp, c cht lng,. Bi vi nhng khch hng th sau mt ngy lm vic mt mi h mun c c mt gic ng ngon v thoi mi. Do , m sn phm m no em li cho khch hng mt cm gic nh nh nh, m i, d chu th ng nhin h s mun la chn sn phm .

Theo d liu thng k cho thy, doanh thu sn phm m cao su ca Kymdan trong nhng nm va qua vn dn u v th phn sn phm m cao su thin nhin v doanh s ca Kymdan lun tng theo thi gian. Th phn ca Kymdan vn gi mc n nh xuang quanh con s 90%, iu ny cho thy c 1 vi tc ng v mt s i tng di b th trng sn phm Kymdan, nhng cng c mt s tng ng khch hng ra nh p th trng sn phm Kymdan. Tuy nhin, theo di trong 5 nm li y th phn ca Kymdan n nh nhng cha c s t ph, vt nn vic a ra sn phm mi tng th phn ca doanh nghip l s hp l.

1.5. Phn tch SWOT

Vic phn tch SWOT l s nhn din u th v nh ng thch thc ca doanh nghip trong qu trnh thc hin chin lc marketing, nhm a ra nh hng ng n thc hin cc mc tiu ca doanh nghip.
im mnh KYMDAN l thng hiu mnh, ng k v c bo h c trong nc v nhiu quc gia trn th gii . Sn phm c uy tn lu nm trn th trng trong nc v c bit n trn th trng nc ngoi. Sn phm c bit n vi cc tnh nng c bn nh: bn, tt cho sc khe v c th trng chp nhn vi gi cao, y l iu kin tt cng ty tip tc pht trin sn phm mi theo hng bo v sc khe ngi tiu dng vi gi cao hn. xy d ng c mt website mnh, y c s d liu bng 3 th ting: Vit, Anh, c qung b v cng ty v sn phm vi nhiu thng tin hu ch, cp nht v tng tc vi khch hng, gip khch hng c nhiu thng tin la chn sn phm v t mua online Ban lnh o nhiu kinh nghim, cng nhn lnh ngh , h thng nh xng y vi cng ngh hin i. L cng ty duy nht c phng th nghim t chun quc t. Dy chuyn sn xut hin i cng thm b quyt cng ngh Ngun lc ti chnh tt im yu Gi thnh cao Sn phm kh vn chuyn nn phi u t knh phn phi n tn tay ngi tiu dng. Mu m sn phm t Phn khc th trng nh do ch tp trung vo cc khch hng cao cp Trng lng nng so vi cc loi khc (bng p, l xo). Kh v sinh hn cc loi m khc do nng v do tnh ch t ca m khng phi c di nng. Gi bn cao hn so vi cc sn phm thay th khc. Dng sn phm m dit khun ca cng ty ra i sau cc i th cnh tranh.

C hi S gia tng nhm khch h ng thu nh p cao. C hi thm nhp th trng nc ngo i do ch t lng tt v m bo an ton v sinh Ph hp xu hng tiu dng mi VN l th trng xut khu cao su ch lc, v vy lun c ngun nguyn liu di do vi gi cnh tranh so vi cc i th khc trn th gii. Thu nh p b nh qun u ngi ngy cng cao, cng vi mi trng ngy cng nhim, v vy NTD ngy cng quan tm v c iu kin mua cc sn phm tt cho sc khe mc d gi cao hn. Cc c s y t ngy cng c u t tt hn, xu th khch sn ha bnh vin ngy cng m rng, t pht sinh nhu cu trang b ging m loi tt nhm phc v bnh nhn c thu nhp cao. Th trng du lch Vit Nam pht trin tt qua cc nm gn y, lng khch quc t tng, cc khch sn cng c u t tt hn, xut hin nhiu khch sn v cc khu resort ng cp. Sn phm tng t ca cc i th cnh tranh (m bng p dit khun ca Hanvico, m cao su dit khun ca Dunlopillo, m si dit khun HAN) c a ra th trng trc cng ty nhng cha c nhiu ngi tiu dng bit n v a chung, cng ty c th rt c kinh nghim thng qua tht bi ca cc cng ty n y.

Thch thc S gia tng nhm h ng thay th ln Th trng b o ho Hng gi , hng nhi Vng i sn phm di lu Lm pht tng nh hng n sc mua ca ngi tiu dng

2. MC TIU 2.1 Ngn hn

Pht trin khch hng quen thuc gi vng mc th phn hin nay ca doanh nghip l 90%. Gia tng s nhn bit sn phm m dit khun cho khch h ng thn thuc Duy tr nhc nh nhn thc v thng hiu ca khch hng i vi th trng nc ngoi, to nn s nhn bit thng hiu i vi khch hng nc ngoi Ti thiu bn c 100 sn phm trong tun t c s hi lng ca khch hng Gia tng 5% ca sn phm m chng khun ca khchh hng quen thuc Gim 10% chi ph tip th trong su thng ti.

2.2. Di hn
Tr thnh doanh nghip ng u trong cc doanh nghip sn xut m cao su thin nhin ln nht th gii. a sn phm m chng khun tr thnh mt trong nhng sn phm chin lc ca cng ty trn th trng. Ginh c 20% khch hng ca i th cnh tranh . Gim 10% chi ph cho mi khch h ang mi vo nm 2015 Gia tng 50% doanh thu dng sn phm m chng khun trong 3 nm ti

3. CHIN LC TH TRNG 3.1 Chin lc phn khc th trng

Do sn phm m chng khun l sn phm m c y 14 tnh cht c trng tiu biu nh ca cc loi m cao su khc ca cng ty, ngo i ra cn c b sung thm tnh nng chng khun, nn c phn thnh cc th trng nh nh sau:
Th trng bnh vin: bao gm cc c s y t, c bit l cc b nh vin ln, trung tm y t t nhn hoc c yu t nc ngoi. Th trng khch sn: bao gm cc khch sn, nh ngh, khu ngh dng, resort, tp nhung vo nhm cao cp. Th trng xut khu: c, Australia, Anh, Hoa K,

3.2 Chin lc mc tiu

3.2.1. Th trng mc tiu Gm 2 nhm khch hng t chc:
Th trng bnh vin: bao gm cc c s y t, c bit l cc b nh vin ln, trung tm y t t nhn hoc c yu t nc ngoi. Th trng khch sn: bao gm cc khch sn, nh ngh, khu ngh dng, resort, tp nhung vo nhm cao cp.

3.2.2. Tn sn phm: Kymdan- Nano Silver 3.2.3. Chu k sng ca sn phm

Giai on Gii thiu: Qung co, gii thiu tnh nng cn g d ng sn phm, thay i nhng thi quen v s nhn bit, tnh vt tri sn phm m dit khun so vi sn phm hin ti Giai on Tng trng: Vic qung co c dng trong giai on ny nhm thit lp th mnh v sn phm m chng khun ca cng ty trong cnh tranh. Giai on bo ha: Vic qung co c dng trong giai on ny n gin l nh m cng c hoc nhc nh khch hng v cht lng sn phm v c th trng chp nhn sn phm ca cng ty. Giai on suy thoi: V sn phm mi ang pht tri n nn cha c k hoch di hi ti giai on ny.

3.2.4. Nhng mc tiu chnh

Duy tr s tng trng u n Tip th theo phng php truyn thng (in n, truyn thanh, truyn hnh, ngoi tri, quan h cng chng)

Tip th chn thnh th Tip th qua n p sng, kinh nghim, s kin Tip th hng vo khch hng trung thnh Cht lng sn phm tt Phn phi rng khp.

3.2.5. Chin lc nh v
Cung cp khu hiu v tuyn b v v th cng ty i vi sn phm dit khun da vo yu t: Thuc tnh ca sn phm: Dit khun, cng ngh mi. Li ch sn phm. p ng nhu cu khch hng m i th cnh tranh khng lm c da u th v cht lng v thi gian s dng. H thng phn phi rng khp.

4. CHNG TRNH MARKETING 4.1. Marketing phi hp

4.1.1. Sn phm Khch hng m Kymdan hng ti cho sn phm m chng khun l nhm khch hng cao cp. Vi c th cng nh quan nim, phong tc tp qun ca Vit Nam th i tng khch h ng ca Doanh nghip phn nhiu l n gii, l nhng ngi c tin bc, thi gian v s u t tm hiu sn phm la chn. i tng ny l i tng tng i k tnh trong vic la chn sn phm, gi c khng cn l vn ln, tuy nhin s dng sn phm cng l mt cch to nn gi tr ng cp cho bn thn ngi s dng. Do , ngoi yu cu v cht lng sn phm cn cn ch n s khc bit lin quan n dch v chm sc khch h ng, cc dch v sau bn hng. Thng hiu Kymdan t trc n nay vn gn lin vi sn phm cao cp, c cht lng, l u th ca doanh nghip trong k hoch tung ra sn phm m diu khun. Bi vi nhng khch hng cao cp th sau mt ngy lm vic mt mi h mun c c mt gic ng ngon v thoi mi. Do , m sn phm m no em li cho khch hng mt cm gic nh nhnh, m i, d chu th ng nhin h s mun la chn sn phm . Nh n thc c tm quan trong ca khoa hc k thut trong ci tin pht trin sn phm.Kymdan rt ch trng vic nghin cu ci tin cng ngh nng cao cht lng sn phm, l nh hng pht trin lu di ca cng ty Kymdan.Tiu ch ny c cng ty thc hin sut qu trnh ho t ng ca mnh v tr th nh mc tiu sng cn ca doanh nghip. Sau qu trnh nghin cu cng ngh, u t cht xm trong nhiu nm lin vi chi ph nhiu t ng, cht lng sn phm m Kymdan nay tng thm 20%, c th qua cc thng s k thut: 1. H s lo ha tng t 0,8 ln 0,85 (trong iu kin 70 C, 72 gi). 2. bn ko (tng t 17N/cm2 ln 21 N/cm2 - tng 20%) 3. gin di khi t (tng t 200% ln 240% - tng 20%) c bit vi sn phm m chng khun l s kt hp gia cng ngh hin i, kinh nghim sn c ca doanh nghip, b quyt gia truyn v vic p dng cng ngh nano b c, l cng ngh mi v c s dng rt rng ri trong ngnh sn xut khc nhng li cha c ng dng trong sn phm m ca Vit Nam l u th ni bt ca Kymdan trong bi cnh th trng m cao su ang tr nn bo ho. T xa, bc (silver) c bit n nh mt nguyn t c tnh nng st khun. N hn ch s pht trin ca vi khun, tn cng v ph v mng t bo ca gn 650 loi vi khu n n bo gy hi, c bit l 2 chng Staphylococcus (gy ung th) v E coli (gy tiu ch y) vi u im mnh m v khng c tc dng ph. Tuy nhin, tc

dng bo v ca bc ch c tn dng n mc cao nht khi cng ngh nano ra i. Cc phn t bc siu nh c tnh dit khun mnh m phng thch trn mt n v din tch l c gii hn, do nh hng ca lc lin kt phn t trn b mt dng to thnh ro cn cho s phng thch ny. Cng ngh Nano Silver l k thut hin i gip chng li s kt dnh ca cc phn t bc bng cch bao ph b mt ca cc phn t, qua gip cho cc phn t bc dng Nano n nh.Cng ngh n y chia nh phn t bc t l 1/1 t (cng ngh nano nano l n v o lng nh nht). Tin s Phan Hng Khi, Vin Khoa hc vt liu (thuc Vin khoa hc cng ngh Vit Nam) cho bit, iu ny lm tng din tch b mt ca bc v nh , hiu qu khng khun c pht huy ti a. y l cng ngh mi Vit Nam v c bit trong lnh vc sn xut m cao su.iu ny to cho Kymdan u th dn u cng ngh trong lnh vc sn xut m chng khun. Tuy nhin, cng li l cn tr ln, bi phn ln ngi tiu dng khng th nhn din c s khc nhau gia m cao su dit khun cng ngh nano bc v sn phm m cao su thng thng v trch nhim ca nhng ngi lm Marketing l lm cho khch hng nhn thc c s khc bit . Cht lng sn phm c th hin qua 14 c tnh u vit to cho sn phm KYMDAN mt cht lng c o, l yu t gip cho doanh s hng nm ca Cng ty Kymdan tng trng lin tc. 1. cng ca nm ti u (Xem chi tit) c tc dng nng ct sng ngi nm, gip thng ct sng, khng gy cong vng (nm khng b ln, trng khi nm). y l tnh cht rt quan trng gip khng gy au lng sau khi ng , c bit tt cho ngi gi cng nh tr em ang trong giai on pht trin ct sng. 2. Nh cu trc ti u ca nm vi khong cch gia cc gn chu lc hp l cng vi kh nng chu lc ca vt liu, lc tc dng khi nm s phn b u khp b mt tip xc, gip ngi nm d chu mi t th, khng cn, khng to cc im c p lc cao trn c th, gip c gic ng ngon. c tnh ny c th c nhn thy mt cch r rng khi ngi s dng c t th qu hoc chng, t khuu tay (nh nm c sch ...) trn n m. Theo , tnh trng cn au u gi hay khuu tay ca ngi s dng nm hon ton c loi tr. 3. Nh tc dng n hi ca nm ch xut hin cc b ti b mt tip xc lc cng nh khng pht ra m thanh khi n hi, khng to s rung ng lan truyn khi xoay chuyn t th nm ng nn khng nh hng n gic ng ca ngi b n cnh. i vi nhng gia nh c tr nh th c tnh ny c bit pht huy tc dng khi gic ng ca tr vn bo m cho d ngi m c thng xuyn tr dy hay thng xuyn xoay ngi thay i t th nm trong khi ng.

4. Nh c cu trc bt h, cho php khng kh i lu v cn c tng cng b mt tip xc thng qua cu trc nm vi phn chn nm l cc l vung to, b mt nm l cc l trn nh n n kh nng thng thong rt cao, khng lm hm nng lng khi ng (Do , trc nm 1975, nm Kymdan cn c tn gi l n m mousse cao su thng hi Kymdan). c tnh ny c bit pht huy tc dng i vi tr s sinh v tr nh khi thng xuyn tiu trn nm. Theo , cu trc bt h cho php nc tiu chy thm xuyn qua nm ch khng khng lan ngang gy t lng, t u. pht huy tnh cht ny, nm s dng cho tr s sinh v tr nh cn c t trn ging m bo kh nng chy thm xuyn qua nm, ging (khng nn t nm mng di 10cm trn n n gch). i vi bnh nhn nm iu tr di ngy, cn gia tng din tch tip xc gia lng v khng kh, phng trnh l lot cho da th c th lt ngc tm nm, a nhng l vung to ln trn nm. Lu : i vi bnh nhn nm iu tr di ngy, nn chn o bc nm bng cotton hoc nm trn v tri lt bng drap cotton c thng thong ti a. 5. Nh tinh khit ho nguyn liu trc khi a vo sn xut nhm loi b cc thnh phn c hi nh cc kim loi nng (thy ngn, thch tn, cadimi, ), nn sn phm t c an ton cho ngi s dng khi tip xc trc tip qua da. 6. Hon ton khng tn ti cht nitrosamine trong sn phm, bo m an ton cho ngi s dng. y l ch t thng xut hin trong cng nghip ch bin cao su, l tc nhn gy ung th khi tip xc (thm vo c th qua da v tuyn m hi). 7. C kh nng khng cn trng: khng thch hp l ni lu tr nn hon ton khng c s hin din ca cn trng; khng c hin tng cn trng b, cn, t nn bo m gic ng ngon cho ngi s dng cng nh hon ton phng chng cc mm bnh do cn trng ly lan. i vi tr con cha bit ni c hin tng thng xuyn khc tht th ngoi cc l do c th xy ra lin quan n bnh l tr, qu ph huynh cn lu n nguyn nhn tr b rn, rp cn (t). Vi c tnh khng cn trng, nm KYMDAN loi b c yu t ny, gp phn mang n s an tm ca cha m i vi gic ng v sc khe ca con m nh. 8. c lm t 100% cao su thin nhin nn sau khi ht tui th, sn phm c th b phn hy mt cch t nhin. y l yu t rt quan trng ph h p vi nhng tiu chu n t ra v kha cnh sinh thi nhm bo v mi trng sng khng b nhim bi cc cht thi rn khng phn hy, m cc nh sn xut khc khng t c. 9. C kh nng khng chy, th hin cc c tnh khng bt la vi thuc l ang chy, khng lm bng pht hay lan truyn nhanh ngn la, c kh nng

ht thm nc nhanh nh cu trc bt h nn cho php dp tt d dng bng nc. 10. Tnh n hi cao do bn cht ca cao su thin nhin. Tuy nhin, KYMDAN lm gia tng kh nng n hi ca cc loi sn phm n mc hon ho, ngh a l kh nng phc hi hon ton v hnh dng v kch thc ban u ca sn phm sau khi chu lc tc dng ln v lin tc. y l c tnh gip nm Kymdan khng xp ln (trng) trong sut thi gian s dng lu d i cng nh ko di tui th ca nm. 11. Vi b quyt cng ngh c o, cc sn phm ca KYMDAN u c bn c hc cao, tc l kh nng chu c lc nn p vi gi tr tc dng ln, lin tc m khng b b (v). Kh nng chu lc ny c Cng ty Kymdan kim chng thc t bng cch s dng xe lu (xe h l) trng lng 10 tn cn i cn li lin tc 200 ln trn mi sn phm nm Kymdan nhng nm vn khng suy suyn. iu ny th hin sc chu ng khng khip ca nm KYMDAN. Vi c tnh ni bt ny m nm KYMDAN c bit c cc gia nh c tr em a chung.Vi kh nng chu ng khng khip ca nm nh trn, vic tr em thng xuyn vui a, chy, nhn nhy trn n m cng khng h lm nh hng n cht lng v tui th ca nm KYMDAN.Hn th na, vi tnh cht n hi cao, trng hp tr em vui a, nhn nhy nu c b t ng trn nm cng khng b au. 12. Bn thn cao su thin nhin khng c tnh chu lo cao nh ng vi b quyt ring, nm KYMDAN c tnh chu lo cao, khng thay i phm cht theo thi gian, gip ko di c tui th ca nm trung bnh 25 nm, thm ch c th t n 30 nm nu nm c s dng v bo qun ng theo hng dn trong phiu bo h nh (xem mc hng dn s dng v bo qun nm). 13. Tnh d o dai n n rt d dng cun trn li, thun tin trong vn chuyn v "lm ging". C nhng loi nm khc c cng nguyn liu l cao su thin nhin vn nng hn nm KYMDAN t 6kg n 12 kg / tm (i vi cc quy cch 1,6m x 2m x 0,15m v 1,6m x 2m x 0,20m) v ch t lng khng bng nm Kymdan... C nhng loi nm c nguyn liu khc cng nng khng thua km n m kymdan, nht l nhng tm nm c kch thc ln nhng do khng th cun trn li c nn khi cn vn chuyn th phi cn t nht l 2 ngi v s vn chuyn cng rt kh khn. Trong khi , nh tnh nng d cun trn m nm Kymdan c th vn chuyn d dng bi 1 ngi khe mnh. i vi khch sn ch c n nhn vin, th thao tc th ay i nm cn lm theo hng dn sau: video clip minh ha 14. Hon ton loi b mi hi cao su. Nm KYMDAN c mi chocolate hoc khng mi. Khi s dng nm c mi hi cao su th chc chn khng phi l nm Kymdan.Trng hp qu khch b d ng vi mi chocolate (trng

hp ny rt him xy ra) th c th chn nm Kymdan loi khng mi s dng. Nh cc c tnh u vit trn cng nh nh b quyt kh c hon ton mi hi ca cao su m KYMDAN tr thnh doanh nghip Vit Nam duy nht xut khu nm cao su mt cch n nh v lin tc gn 20 nm qua sang cc quc gia pht trin, do nhng th hiu khc khe v vic loi b mi hi ca cao su cng nh do s nhy cm c bit v mi ca ngi tiu dng ti cc quc gia ny. 4.1.2 nh gi Nu so snh vi cc nhn hiu nm cao su khc hin c trn th trng Vit Nam th gi n m cao su KYMDAN c cao hn.Thc ra, yu t ct li chnh l cht lng ca sn phm m dn gian ngi Vit Nam ta thng ni l tin no ca ny. C rt nhiu yu t u vo lm cho gi n m cao su KYMDAN c gi cao hn. Bn cnh vic gi c cc loi nguyn vt liu d ng sn xut nm cao su lin tc gia tng trong thi gian qua th trong quy trnh sn xut, KYMDAN lun kim sot cht ch cht lng nguyn vt liu u vo v ch s dng cc loi nguyn liu cao cp bo m tnh an ton cng nh cht lng cao ca nm. Hn th na, bo m ci tin lin tc v mt cht lng, KYMDAN u t rt ln vo cng tc nghin cu khoa hc k thut, t u t cc thit b th nghim hin i nht n trin khai ng dng cc thnh tu mi t c trong nghin cu. Thc t, ng dng vo sn xut i tr mt thnh tu ci tin cht lng, trc i ng k thut ca Cng ty KYMDAN phi lm vic khng mt mi trong phng th nghim, th nghim hng ngn ln bo m tnh n nh ca cht lng sn phm mt khi ng dng vo thc t. Kt qu l cho n nay sn phm KYMDAN t c mt cht lng c o v khng dng li y, cng tc nghin cu khoa hc k thut vn tip tc c y mnh. Chnh yu t ny cng gp phn lm cho gi thnh sn xut ca sn phm KYMDAN tng cao. Ngoi ra, quy trnh sn xut ca KYMDAN cng tun th mt cch nghim tc cc quy nh v bo v mi trng.KYMDAN thc hin x l cht thi sn xut mt cch nghim ngt ch khng ra mi trng nh mt s doanh nghip khc m bo i tng a tin. Chnh vic x l cht thi cng lm cho chi ph u vo ca KYMDAN tng rt cao. Thc ra, xt v bn, nu cn c vo thi gian s dng sn phm th gi ca nm KYMDAN hon ton khng cao m li rt kinh t khi mua s dng. Ngo i ra, trong ngnh sn xut nm, nu so vi cc nhn hiu nm c gii thiu l cao cp ca cc hng ni ting trn th gii th cc ch tiu ch t lng ca nm Kymdan thc s vt tri, trong khi gi bn ca nm Kymdan so vi cc nh n hiu nm n y th

thp hn nhiu do KYMDAN p dng chnh sch phn phi trc tip t nh sn xut n ngi tiu dng, gim ti a khu phn phi trung gian. Mc d gi n m Kymdan cao hn cc chng loi nm khc nhng b li nm Kymdan c cht lng c o m hin nay cha c mt hng sn xut nm cao su no khc trn th gii t c cht lng tng t nh vy. Chnh sch gi ca Kymdan thng nht t cng ty n tt c i l n n khng c cnh tranh gia cc i l v gi v khch hng c th yn tm khi mua sn phm vi mc gi chnh h ng. Chnh sch h tr bn hng ca cng ty cho i l rt tt, khi gi ln th i l bn c li; nhng khi gi xung th cng ty h tr n n khng b l. 4.1.3 Phn phi Cng ty Kymdan c h thng phn phi gm: 01 cng ty Kymdan nc ngo i, 04 chi nhnh qun l h thng phn phi cc khu vc trong nc, hn 631 ca hng chi nhnh v i l trong v ngoi nc. Kymdan ng k bo h thng hiu trn 88 quc gia v vng lnh th. T trc n nay Cng ty Kymdan khng trin khai thng mi in t, m ch l trang thng tin sn phm dch v v tip nhn thng tin khch hng, nhn vin bn hng lin h trc tip vi khch v xc tin bn hng theo phng thc truyn thng. u im:
y nhanh tc lu thng hng ha, bo m s giao tip cht ch ca doanh nghip sn xut trong knh phn phi Kim sot c gi v cht lng sn phm dch v sau bn.

Nhc im:
i hi i ng nhn vin kinh doanh ng o, b my t chc cng knh Chi ph dnh cho hot ng bn hng cao, lm chi ph tng cao, i hi phi tng gi bn sn phm

Chin lc pht trin knh phn phi Mc tiu sp ti:

M rng knh phn phi ti cc tnh thnh Kim sot cht lng sn phm

Do vy, chin lc pht trin knh phn phi ca Kymdan trong giai on ti s l:
Pht trin v y mnh thng mi in t. Hin nay vic mua bn qua mng ti Vit Nam kh ph bin nh s pht trin ca mng Internet, ng thi ngi tiu dng Vit Nam cng s dng cc sn phm th

ATM, th tn dng ca cc ngn h ng mt cch ph bin. y l iu kin thun li Kymdan trin khai thng mi in t p ng tt hn nhu cu ca khch hng trong v ngoi nc vi chi ph nh nht. M rng h thng cc i l phn phi.

4.1.4 Qung co-truyn thng Nh n xt v vic xy dng cc chng trnh truyn thng hng n khch hng ca KYMDAN, chuyn gia Nguyn Khnh Trung cho rng, mi Cty c mt cch thc truyn thng khc nhau v hng n nhng mc tiu khc nhau. KYMDAN hng n s bn b ca sn phm bng cc chng trnh n tng nh xe lu cn qua nhiu ln hoc i hng mi cho nhng sn phm c cng l mt cch lm hay. Tuy nhin theo ti, nh vy l cha . Ti tng c suy ngh l nu c t vn cho KYMDAN, ti s hng khch hng n gi tr v hnh hn, chng hn nh l nim t ho khi s dng sn phm danh ting n t mt t nc giu ting tm. KYMDAN c cc iu kin khc bit vt tri, tt nhin, ti mun nhn thy KYMDAN pht trin nhiu hn na, xng vi nhng g KYMDAN ng c ng Trung ni. Chuyn gia thng hiu on nh Hong Gim c Trung tm t vn v chuyn giao cng ngh DMA th nhn xt: Theo nhng g quan st c qua hot ng truyn thng th hin ra bn ngoi, KYMDAN c v ang nhm n khch hng trung cao, hng n gi tr v nhn mnh thng ip Cao su thin nhin Danh ting lu i. Ti cho y l mt la chn tt.

4.2 Cc chng trnh dnh cho khch hng thn thuc

4.2.1. Nhm khch hng khch sn a ra chng trnh Marketing c tn l: Ngi bn ng hnh cng gic ng ngon. Nm 2012 s tin h nh Khi ng chng trnh lin kt vi cc khch sn, c th:
K Tha thun hp tc vi cc khch sn, c cam kt thc hin gia hai bn.C cam kt ho n tr tin chit khu khi khng thc hin ng cam kt. Thc hin trang b 100% m Kymdan- Nano Silver cho cc khch sn k tha thun lin kt vi mc gi chit khu 10% (cao hn mc thng thng ca cng ty l 5%). Gn bin c biu tng KYMDAN v dng ch 100% Kymdan Nano Silver cho khch sn t ti u chun. Cp nht thng xuyn danh sch khch sn trn website ca Kymdan, va l hnh thc thng tin cho khch hng, va kt hp qung b cho khch sn tham gia lin kt.

Ni dung thng ip cho khch hng:

Nh ng chuyn cng tc v du lch xa nh t nhiu cng lm xo trn np sinh ho t hng ngy, c bit l gic ng.Vy n n, nhng gic ng ngon gip sng khoi tinh thn, phc hi th lc mang li nim vui trn vn cho chuyn du lch hoc hiu qu cao nht trong chuyn cng tc l h t sc cn thit. p ng nhu cu n y, KYMDAN trin khai chng trnh ngi bn ng hnh cng gic ng ngon. D bt c u, bn cng c th ngon gic ti cc khch sn c trang b nm KYMDAN c lm t 100% cao su thin nhin, cng v n hi ti u c tc dng nng ct sng to gic ng ngon v c bo v bi cc phn t Nano Silver gip nm lun sch s, khng c mi hi, tiu dit 99% vi khu n pht sinh trong nm. Danh sch khch sn n y tri u trn ton quc nhm p ng cc nhu cu thit yu hin nay v sc kho cho tt c khch lu tr, bn cnh Kymdan s lun cp nht danh sch ny trn website cng ty cc bn bit v la chn. Nu qu khch lu tr ti khch sn c trong danh sch trang b 100% nm KYMDAN m thc t khng c phc v nm KYMDAN th vui lng thng tin ngay cho Cng ty KYMDAN (theo s in thoi 08.38619999 hay e-mail: contact_us@kymdan.com) chng ti kim tra v xa ngay tn khch sn trong danh sch lin kt trn website ny v khng thc hin ng cam kt khi tham gia chng trnh Ngi bn ng hnh cng gic ng ngon. Vic ny nhm trnh cho khch lu tr khc gp tnh hung tng t, ng thi cng trnh cho khch h ng hiu nhm rng KYMDAN thng tin khng ng s tht.

4.2.2 Nhm khch hng b nh vin a ra chng trnh Marketing c tn l: Ngi bn ng hnh cng chm sc sc khe, c th nh sau: Khi ng chng trnh lin kt vi cc bnh vin, c th:
K Tha thun hp tc vi cc bnh vin, trung tm y t, c cam kt t hc hin gia hai bn.C ngn sch khuyn mi tng hin vt (gh ) cho bnh vin v cam kt hon tr tin chit khu khi khng thc hin ng cam kt. Thc hin trang b 100% m Kymdan- Nano Silver cho cc b nh vin k tha thun lin kt vi mc gi chit khu 12% (cao hn mc thng thng ca cng ty l 7%). Gn bin c biu tng KYMDAN v dng ch 100% Kymdan Nano Silver cho bnh vin t tiu chun. Cp nht thng xuyn danh sch bnh vin trn website ca Kymdan, va l hnh thc thng tin La chn t nht 2 Bc s c uy tn, c hc hm, hc v v /ang gi chc v cao trong ngnh y t vit bi gii thiu v li ch ca m Kymdan

Nano Silver cho sc khe, c bit l ngi bnh, ngi phi nm lu di trn ging.

Ni dung thng ip cho khch hng:

Nm cao su Kymdan c cc Bc s khuyn dng:

4.2.3 Chng trnh tng thng Vi mong mun chia s cng Qu khch mt phn gnh nng chi tiu trong giai on kinh t kh khn hin nay, ng thi cng p ng nguyn vng ca ng o khch hng mun s dng o nm (v bc m) do chnh KYMDAN sn xut, k t ngy 01/01/2012 n ngy 31/12/2012, Cng ty KYMDAN trin khai chng trnh khuyn mi "Mua nm (m) h tr tng o nm (v bc m)". Theo , khi mua bt k sn phm nm (m) KYMDAN, khch hng s c tng mt o nm (v bc m) bng vi thun cng quy cch do chnh KYMDAN sn xut. 4.2.4 Chng trnh cm t L chng trnh c cng ty Kymdan t chc nh k hng nm, Thay li cm n khng ch l li tri n khch hng tin tng, s dng nm Kymdan, th hin s quan tm ca cng ty n ngi tiu dng m cn l s khng nh cht lng ca sn phm. Khc vi nhiu doanh nghip khi a ra h nh thc khuyn mi ch nhm mc tiu bn hng, nh vo c mun tm vn may ca ngi tiu dng, tt c chng trnh hu mi ca Kymdan u t li ch ca khch hng ln trn h t v khuyn khch khch hng bo qun, gi gn sn phm c th tham gia cc chng trnh khuyn mi, hu mi sau. ngi tiu dng lun c s hu nhng sn phm cht lng tt nht, hiu qu nht m li tit kim chi ph, Kymdan khng ngng i mi cng ngh nng cao bn ca sn phm.u nm 2009, Kymdan tng thi gian bo h nh t 5 nm ln 6 nm v bn ca nm cng tng t 20 nm n 25 nm nhng gi bn vn khng thay i. Mc d chin lc kinh doanh ca Kymdan trong thi gian ti l y mnh xut khu, tng cng qung b ti th trng nc ngoi, nhng vi chng trnh truyn thng mang ngha x hi nh Thay li cm n, Kymdan vn lun u tin thc hin v cn mun nhn rng ra nhiu chng trnh tng t Vi khch hng s dng v bo qun tt nm Kymdan t 20 nm tr ln, s c i nm mi cng quy cch (km o bc nm thun) v mt phiu gim gi 5%. Khch hng s dng v b o qun tt nm Kymdan t 10-20 nm s c tng mt gi Kymdan (o trong thun v o ngoi cotton) v mt phiu gim gi 5%. K t nm 2012 tr i, Cng ty Kymdan vn s tip tc t chc chng trnh Thay Li Cm n nhng s p dng nhng hnh thc qu tng khc thay cho vic i nm mi cho khch.

Trong chng trnh Thay Li Cm n nhng nm trc, khi Cng ty Kymdan p dng i nm mi cho khch hng s dng v bo qun nm tt t 20 nm tr ln, a phn cc tm nm c Kymdan thu hi v vn cn trong tnh trng s dng tt. Trong tnh hnh kinh t kh khn hin nay, nu p dng hnh thc i nm mi, thu hi v hy nm c cn tt s gy lng ph, khng ph h p vi tinh thn tit kim chung. Ngoi ra, qua th i gian, lng nm s dng trn 20 nm l rt ln nn Cng ty Kymdan khng th tip tc duy tr vic i nm mi cho khch hng v ngn sch hng nm s vt qu kh nng ca Kymdan. Do vy, Cng ty Kymdan rt mong Qu khch hng thng cm v tip tc ng h sn phm Kymdan. 4.2.5 Chng trnh gim gi Gim gi 3% dnh cho khch hng ng k thng tin mua hng trn Website: T 01/01/2012, KYMDAN p dng chng trnh u i "Gim gi 3%" v Mua nm (m) h tr tng o nm (v bc m) dnh cho Khch hng ti th trng Vit Nam ng k thng tin mua tr thng sn ph m mang nhn hiu KYMDAN thng qua website. Theo , Khch hng s c p dng cc chnh sch u i nh sau:
Gim 3% trn tng gi tr n hng. p dng i vi tt c cc sn phm mang nhn hiu Kymdan nh: Nm cao su - Gi cao su - Ging ng Salon-sofa - Drap & o bc .... Thanh ton b ng tin mt (ti nh ) sau khi nhn sn phm theo ng n hng. Giao hng vo ngy hm sau (tr trng hp ngy L, Th By, Ch Nht) i vi cc n t h ng t i Tp.H Ch Minh, H Ni, Nng, Cn Th. Ring i vi cc n t hng n m (m) Kymdan ngoi c hoc nm (m) Kymdan Special Deluxe, Khch hng vui lng lin h ca h ng hoc i l Kymdan gn nht t cc trc. Hin ti, website Kymdan cha p dng cc hnh thc thanh ton trc tuyn bng th tn dng (Visa, Master, v.v...). V v y Qu khch cn cnh gic vi cc trng hp gi mo nhn vin Kymdan yu cu khch hng gi tin thanh ton trc v giao hng sau la o chim ot ti sn. Vic mua bn qua mng cha c ph bin ti Vit Nam, ng thi ngi tiu dng Vit Nam cng cha s dng th tn dng ph bin, nn t trc n nay Cng ty Kymdan khng trin khai thng mi in t, m ch l trang thng tin sn phm dch v v tip nhn thng tin khch hng, nhn vin bn hng lin h trc tip vi khch hng v xc tin bn hng theo phng thc truyn thng.

4.2.6 Chng trnh thu ht Trong nhng nm qua, Kymdan trao tng trn 5.000 tm nm mousse cao su cho cc b nh vin trong to n quc

4.3. Chng trnh marketing-dch v v h tr khch hng.

Hin ti Cng ty c mt s chnh sch, ch h tr ngi tiu dng:
Ch mt gi c p dng trn ton quc.y l hnh thc ti tr gi cho cc khu vc xa khi KYMDAN hon ton khng cng thm chi ph vn chuyn vo gi n m khi bn. ph h p vi kh nng ca khch hng, Cng ty tng s la chn bng cch sn xut nm vi nhiu dy khc nhau (xem chi tit) nhng vn bo m cht lng s dng. Bn hng tr gp (khng tnh li sut): chng trnh ny c tm ngng t thng 6-2008 v l do khng hong kinh t th gii.

4.4. Lng tin v s tn nhim

Hin nay trn th trng ch c sn phm nm Kymdan c bo h nh vi thi gian k lc, ln n tn 6 nm! Trong khi , cc sn phm cng chng loi ca cc thng hiu khc, bt k l hng ni hay hng ngo i, cng ch dm bo h nh t 2-3 nm. Ti sao Kymdan li mnh dn ko d i thi gian bo hnh n nh vy? Chc chn mt iu l cng ty rt t tin vi sn phm cht lng cao ca m nh - mt sn phm c n 14 c tnh u vit m cho n nay cha mt sn phm n o trn th gii c th cnh tranh c. Trong nhng ln trao i vi gii truyn thng, lnh o Cng ty Kymdan u nhn mnh: Nhm em n cho ngi tiu dng sn phm hon ho nht, ngay t u nm 2009, Cng ty Kymdan quyt nh tng thi gian bo h nh t 5 nm ln 6 nm ng thi chnh thc cng b cc ch tiu cht lng sn phm c ci tin tng bn, tng tui th b nh qun t 20 nm ln 25 nm. S kin ny tng lm nc lng ngi tiu dng tin tng s dng sn phm Kymdan bao nm qua. c th ko di thi gian bo hnh n nh th, tt c sn phm Kymdan khng ch sn xut ti mt nh my c cng ngh tin tin bc nht m cn tun th ch kim sot nghim ngt t u vo n u ra. Trc khi xut xng, tt c sn phm Kymdan u c b phn KCS ca cng ty gim st k lng, phi bo m mi thng s k thut bt buc.Mi sn phm a ra th trng u t loi 1 ch khng h c sn phm loi 2, 3. iu ng ni l trn th trng hin nay rt t doanh nghip thc hin vic khng ch bn sn phm m quan trng l bn s h i lng! L nh sn xut chn chnh, Cng ty Kymdan c bit ch trng ch bo hnh vi nhng quy nh ring cho tng sn phm ch khng nhp nhng, gy hiu nhm. Bo h nh ca Kymdan rt c th, r rng, cng khai, gi ng li ha. Chng hn vi sn phm nm, vic bo hnh c th trong trng hp nm b xp (ln, trng), chy nha, lo ha, b mc...

Vi ging Kymdan cng c quy nh r rng ch bo hnh khung ging h hng cc mi ni c kh hay vt liu km cht lng; ch khng bo hnh b mt sn. Salon cng bo hnh ton b phn khung, k c trng hp h hng do mi mt, g km cht lng; ch khng bo hnh phn v bc. i vi tt c nhng thng tin phn hi t khch hng, d bt k a phng no trn c nc, Cng ty Kymdan u c mt b phn chuyn nghip xem xt, nghin cu, x l n ni n chn ch khng tm cch thoi thc, n trnh trch nhim. iu ny lm khch hng tht s yn tm v thm tin tng vo sn phm Kymdan. L mt ngi c nhiu kinh nghim lm vic vi cc thng hiu ti Vit Nam, Thc s Nguyn Khnh Trung Ging vin i hc Kinh t - Lut TP.HCM nhn xt: Nu xt trong 7 nc thang trong tm tr khch hng th theo ti, KYMDAN ang nc thang t th 4 n th 6, c th l tin, yu v trung thnh ty vo phn khc th trng theo a l m Cty ang p dng. KYMDAN c mt thng hiu tt , li n tng tt p trong tm tr khch hng bng mt sn phm c cht lng vt tri v vi cc b quyt ch to vt tri. So vi cc thng hiu nm khc Vit Nam th KYMDAN c nhng im chinh phc khch h ng.

4.5. Xc tin thng mi

4.5.1. Chng trnh Bn hng tr gp 0% li sut Trong thi k lm pht, gi c sinh hot leo th ang, chi ph li vay tiu dng cao, ngy cng nhiu khch hng c mc thu nhp trung b nh rt mun s dng sn phm KYMDAN nhng do kh nng ti chnh gii hn nn cha th mua hng tr thng (tr ngay) c. Do vy, vi mong mun h tr khch hng 100% gnh nng chi ph li vay tiu dng, Cng ty KYMDAN quyt nh ti trin khai "chng trnh bn hng TR GP 0% li sut". Ni cch khc, khi mua tr gp sn phm KYMDAN, khch hng c tr gi n hng chc %/nm s tin mua hng! Chng trnh bn hng tr gp 0% li sut s chnh thc bt u t ngy 01/01/2012 n ngy 30/09/2012. Theo : Khch hng s tr trc ti thiu 30% p dng i vi nm quy cch nguyn khun i vi quy cch nm ngoi c, khch h ng thanh ton ti thiu 60%.Trong trng hp khch hng hy hp ng tr gp, cng ty KYMDAN s khng hon li phn tin tr trc. Thi gian gp ti a n 31/12/2012. Khch hng quyt nh mua hng cng sm, thi gian tr gp ca khch hng s cng c ko di hn. Khch hng hon ton c th yn tm khi tham d chng trnh bn hng tr gp 0% li su t vi Cng ty KYMDAN v cc l do sau:
o Ch mt gi thng nht trn ton quc.

o a dng d y nm ph hp vi kh nng t i chnh c th ca khch hng. o Giao hng min ph. o Nhn vin KYMDAN t vn , lm hp ng v thu ti n gp tn nh hng thng. Quy nh ca chng trnh: o Chng trnh ch p dng cho khch hng mua hng s dng, khng p dng cho cc khch hng mua i bn li, khng p dng i vi sn phm ging v salon KYMDAN. o Vic bn tr gp ch p dng thng qua knh bn hng Nhn Vin Tip Th chnh thc ca Cng ty KYMDAN. o Khng p dng i vi cc ca hng, i l, i l v tinh, ca hng lin kt ca Cng ty KYMDAN. Ngo i ra, Cng ty KYMDAN c th chm dt chng trnh, iu chnh hoc b sung cc quy nh ca chng trnh m s khng thng bo trc nhm trnh cc ri ro ng tic. Vic sot xt h s v quyt nh k kt hp ng mua bn tr gp s c Cng ty KYMDAN xem xt theo tng trng hp c th. Cng ty KYMDAN c quyn t chi k kt hp ng mua bn tr gp m khng phi nu l do v mong nh n c s thng cm ca Qu khch hng. o Ngoi ra, chng trnh bn hng tr gp 0% li su t ny cn c p dng ng thi vi chng trnh Mua n m (m) h tr tng o nm (v bc m) m KYMDAN ang trin khai.

Phm vi p dng:
Khu vc do Vn phng ti TP. HCM qun l: TP.HCM, TX.Th Du Mt v TX.D An (tnh Bnh Dng), TP.Bin Ha (tnh ng Nai), TP.Tn An v TT.Bn Lc (tnh Long An). Khu vc do Chi Nhnh Nng qun l: TP. Nng, TP.Hi An (tnh Qung Nam), TP.Hu (tnh Tha Thin - Hu), TP.Quy Nhn (tnh Bnh nh). Khu vc do Chi Nhnh Cn Th qun l: TP.Cn Th, TP.Vnh Long (tnh Vnh Long), Tnh Hu Giang. Khu vc do Chi Nhnh An Giang qun l: TP.Long Xuyn (tnh An Giang). Kymdan gim gi 3% dnh cho khch hng ng k thng tin mua tr thng sn phm trn Website.

4.5.2. Chng trnh Mua nm (m) h tr tng o nm (v bc m). Vi mong mun chia s cng khch hng mt phn gnh nng chi tiu trong giai on kinh t kh khn hin nay, ng thi cng p ng nguyn vng ca ng o khch h ng mun s dng o nm (v bc m) do chnh KYMDAN sn xut, k t ngy 01/01/2012 n ngy 31/12/2012, Cng ty KYMDAN trin khai chng

trnh khuyn mi "Mua nm (m) h tr tng o nm (v bc m)". Theo , khi mua bt k sn phm nm (m) KYMDAN, khch hng s c tng mt o nm (v bc m) bng vi thun cng quy cch do chnh KYMDAN sn xut. Ni dung chng trnh:
p dng tng o nm (v bc m) vi thun cng qui cch nm (m) trn tt c cc knh phn phi chnh thc ca Cng ty KYMDAN. Trng hp khch hng i o nm (v bc m) qui cch khc hoc bng cht liu khc, khch h ng s b tin chnh lch nu s tin thanh ton thc t nhiu hn gi tr o nm (v bc m) c tng v s khng c hon tin chnh lch trng hp s tin thanh ton thc t thp hn gi tr o nm (v bc m) c tng. Nu khch h ng khng ly o nm (v bc m) s khng c tr gi tr o n m (v bc m) tng vo tin hng. i vi nm (m) xp, nm (m) tr em, nm (m) du lch th o nm (v bc m) tng s bng cht liu vi cotton.Khng p dng tng o nm (v bc m) i vi nm (m) Special Deluxe (gi bn nm (m) Special Deluxe l gi c o n m (v bc m)) v salon ming.

5. K HOCH THC HIN

T kinh nghim thc t trong qu trnh sn xut v nhng nhu cu ca th trng hin nay, m Kymdan lun thi thc mnh phi phn u, n lc khng ngng cho ra i nhng sn phm cng ngh cao, khng ch p ng nhu cu v i hi ca khch hng trong nc m c khch hng nc ngo i. Nh ng sn phm m l so thng thng c Kymdan nghin cu v sn xut trn c s tn trng nguyn tc sn phm 100% cao su thin nhin c khch hng n nhn t nhng nm 90 cho n nay. Tuy nhin, vi iu kin v tnh cht cnh tranh ca nn kinh t m m mt phn khng nh khch hng lun c nhng i hi cao hn v sn phm. Bi l nh vy m Kymdan quyt nh i vo nghin cu, thc hin sn xut th v sp ti s cho ra i sn phm m dit khun cng ngh nano phn t bc, mt trong nhng cng ngh dit khun pht trin nht hin nay. Cng ngh ny khng ch c Kymdan ng dng cho sn phm ca m nh m n c m t rt nhiu cc sn phm khc trong ngnh ha m phm, ngnh y t, ngnh hng tiu dng (my lc nc, my sc hoa qu, my lnh, b n ch i nh rng) Trn c s khoa hc ca vic phn tch nhng li ch m cng ngh nano bc em li, ng thi nm trong tin trnh v mong mi ca ban lnh o cng ty l ph i i mi lin tc sn phm nhm em n cho qu khch hng nhng tin ch tt nht t gic ng m Kymdan quyt nh theo ui con ng sn xut m dit khun cng ngh nano bc. Hin nay cng c mt s cng ty i vo sn xut v cho ra i dng sn phm ny nh Hanvico, everonTuy nhin, mt im khc bit chnh m khch hng c th phn bit sn phm ca Kymdan vi cc sn phm khc l m Kymdan c sn xut 100% cao su thin nhin. Di y l k hoch thc hin m phng marketing ca cng ty a ra cho dng sn phm mi n y.
Bng 3. K hoch thc hin Stt 1 2 3 4 Ni dung Thit k v trin khai sn phm Marketing & bn hng Nh phn phi Chng trnh sau bn Thi gian thc hin 15/02/201210/03/2012 11/03/201211/05/2012 05/03/201225/05/2012 Cui qu 2/2012 Ngi thc hin D kin chi ph

Nguyn Hng Tuyn 6 t L Th Thu Trang 2 t Khng Vn Trng Hong Th Hoi Yn 4 t Nguyn Th Mai C phng Marketing 1 t

Cng vic thc hin c th s c trin khai bt u t 15/02/2012. Do , trong nhng ngy ca thng u nm n y, phng marketing ang gp rt vic trin khai hon thnh tt c nhng phn cng vic lin quan n nghin cu, lp k hoch thc hin ng tin sn xut sn phm v tung ra th trng vo qu 2 nm 2012. K hoch thc hin cc bc c th nh sau:

5.1. Thit k v trin khai sn phm

Trn c s cng ngh sn xut m cao su thin nhin thng thng, Kymdan khng mt qu nhiu cng sc a cng ngh mi nano phn t bc vo sn phm mi ca m nh. Cng ngh n y ng dng k thut hin i gip chng li s kt dnh ca cc phn t bc bng cch bao ph b mt ca cc phn t, qua gip cho cc phn t bc dng Nano n nh. Cc phn t bc siu nh c tnh dit khu n mnh m phng thch trn mt n v din tch l c gii hn, do nh hng ca lc lin kt phn t trn b mt dng to thnh ro cn cho s phng thch ny. Sn phm m dit khun c cc c tnh sau:
Hiu qu chng vi trng hon ho: hiu qu chng vi trng v bn khi git t cc thnh phn bc trong s poly vi cng ngh tin tin. C cc ht ion in t dng tnh, sn phm ny s dng cc hiu qu chng khun vt tri trong vic ph hy mng t b o cc virus cm gia cm v vi khun. Chng mi, chng bi: chng mi b ng cch dit tr s ly lan ca cc loi vi khu n. Chng minh kh nng chng bi tuyt vi vi t l trnh bi l n n hn 85%.

Sau khi xem xt v thit k, phng nghin cu pht trin sn phm kt hp vi phng marketing thng nht mu m s dng cho vic sn xut cng ngh mi l m Special Deluxe. Hnh nh minh ha di y:

Vic trin khai sn phm c thc hin thng qua knh bn hng hin ti bng vic pht t ri, pano p phch qung co. ng thi, cng ty s lin tc qung co sn phm n y trn truyn hnh trong thi gian 3 thng k t ngy bt u sn xut. i n cc c quan nh trng tiu hc, bnh vin, khch sn, khu ngh dng qung b v sn phm m dit khun nhm nh v trong tm tr khch h ng v mt tn tui quen thuc vi mt sn ph m mi. Tuy nhin, gi thnh ca sn phm khng h nh nn Kymdan c chnh sch h tr cho khch hng khi mua sn phm m dit khun ln n 12%. iu nhm gip cho Kymdan khng nh v th l mt cng ty chuyn sn xut sn phm phc v cho bn t gic ng.

5.2. Marketing v bn hng

V c bn cc i l y quyn ca Kymdan c mt hu khp cc tnh th nh trong c nc. iu ny l mt li th m nhiu i th cnh tranh ca Kymdan kh c th thc hin c. Phng marketing ca cng ty c nh hng s dng chnh nhng i l ny qung b sn phm mi. Cc ch ca h ng s l nhng thnh vin tch cc trong chin lc qung b ny n khch hng. H s nhn c mt phn chit khu trn gi bn sn phm nh mt khon th lao khi h tiu th c sn phm vt mc ng k vi cng ty. Ngoi ra, khch hng khi n mua sn phm mi ny s nhn c mt phiu bc thm may mn vi c cu gii thng hp dn nhm to n tng tt v s thch th ca khch h ng. Di y l hnh nh nhn din ca mt ca hng hay i l Kymdan m khch hng c th tm thy hu ht cc tnh thnh ph trong c nc:

5.3. Nh phn phi

Cng ty Kymdan c h thng phn phi gm: 02 cng ty Kymdan nc ngoi, 04 chi nhnh qun l h thng phn phi cc khu vc trong nc, hn 691 ca hng chi nhnh v i l trong v ngoi nc. Kymdan ng k bo h thng hiu trn 88 quc gia v vng lnh th. Vic mua bn qua mng cha c ph bin ti Vit Nam, ng thi ngi tiu dng Vit Nam cng cha s dng th tn dng ph bin, nn t trc n nay Cng ty Kymdan khng trin khai thng mi in t, m ch l trang thng tin sn phm dch v v tip nhn thng tin khch h ng, nhn vin bn hng lin h trc tip vi khch v xc tin bn hng theo phng thc truyn thng. H thng trong nc:
Tr s chnh Cng ty ti TP.H Ch Minh, 4 chi nhnh (H Ni, Nng, Cn Th, An Giang) v cc ca hng, i l ti cc tnh th nh trn ton quc.

H thng nc ngoi:
Cng ty Kymdan c (KYMDAN Australia) Cng ty Kymdan c (KYMDAN Germany) V Nh phn phi ti Nht, cc i l ti Campuchia, L o ... Ngoi ra sn phm KYMDAN cn xut khu sang cc nc khc: M, Hn Quc, Singapore, i Loan, Thi Lan,

Mt tim nng rt mnh m Kymdan c c s gip cho Kymdan nhanh chng xc tin vic bn hng n cc i l phn phi trn c nc. Vi s tin yu ca ngi

tiu dng trn ton quc ni ring v nc ngoi ni chung, h thng phn phi m Kymdan gy dng bao nm qua s l knh bn hng tt nht c th gip Kymdan nhanh chng tng doanh s v tr th nh mt trong nhng cng ty sn xut h ng tiu dng ln nht Vit Nam.

5.4. Chng trnh sau bn

y l mt khu quan trng v lun c Kymdan ch ngay trong qu trnh nghin cu sn phm. Cc sn phm ca Kymdan c cung cp n tay ngi tiu dng ph i tri qua rt nhiu ln kim tra gt gao gim thiu sai st v mt k thut. Thng thng sau mt l sn xut, b phn k thut s chn mt s sn phm ngu nhin kim tra bng vic cho xe lu trng ti 10 tn cn i cn li 200 ln kim nghim cht lng. Nn cc sn phm m Kymdan cung cp thng t b li. Tuy nhin, cng khng th trnh khi trong qu trnh s dng khch hng c nhng vn bt li. i ng k thut vin giu kinh nghim v nhit tnh lun phc v qu khch hng trong c nc. Song song vi chng trnh marketing, phng marketing cn ch trng cng tc sau bn hng. i vi sn phm m dit khun ny, cng ty lp ra k hoch c 2 nm mt ln trong 6 nm u tin, cc khch hng s c i ng nhn vin Kymdan gh thm kim tra tnh trng hot ng ca sn phm m ra sao. Chin lc ny s lm cho Kymdan tiu tn mt khon chi ph khng nh, song nu tn ti v pht trin bn vng th Kymdan cn phi c bc chuyn hng mi nh vy nhm ti n im tin, uy tn cho khch hng. Trn y l chin lc di hi ca Kymdan trn phng din chm sc khch hng v m bo cht lng sn phm mt cch ton din. V rt mong trong tng lai, Kymdan c th ln mnh hn na ti th trng Vit Nam v quc t.

6. NH GI V GIM ST VIC THC HIN 6.1. Gim st cc chin dch qung co

Vi mt i ng nhn vin bn hng ng o v chuyn su, vic thc hin gim st cc chin dch qung co ca Kymdan c tin hnh rt bi bn, bt k thc mc n o ca Khch hng u c b phn bn hng ca Cng ty gii thch tn tnh v y . V d vi chin dch Thay li cm n c t chc hng nm: Vi khch hng s dng v bo qun tt nm Kymdan t 20 nm tr ln, s c i nm mi cng quy cch (km o bc nm thun) v mt phiu gim gi 5%; Khch hng s dng v bo qun tt nm Kymdan t 10 -20 nm s c tng mt gi Kymdan (o trong thun v o ngoi cotton) v mt phiu gim gi 5%; Chng trnh t li ch ca khch hng ln trn h t v khuyn khch khch hng b o qun, gi gn sn phm c th tham gia cc chng trnh khuyn m i, hu mi sau. Ngoi ra, b t k thc mc n o t pha khch hng cng c i din Cng ty gii thch y , cn k thng qua Website ca Cng ty. Chng hn vi cu hi: Nm ti mua lu nn khng cn gi phiu bo hnh v ha n mua hng c th ng k tham gia chng trnh hay khng?; Tr li: Qu Khch c th ng k tham gia chng trnh. Cng ty KYMDAN s c nhn vin k thut n nh Qu Khch xc minh loi nm v thi gian s dng nm. Thi gian s dng nm s c xc nh cn c vo cc thng tin m ho c ng trong nm.

6.2. Phn tch kinh doanh v bo co li/l

6.3. H s Khch hng

Tn ch ca KYMDAN l cnh tranh bng cht lng sn phm v d ch v nn Cng ty lun lu gi to n b h s khch hng thc hin cc chng trnh bo hnh v tri n khch hng. Ring i vi sn phm m dit khun ny, cng ty lp ra k hoch c 2 nm mt ln trong 6 nm u tin, cc khch hng s c i ng nhn vin Kymdan gh thm kim tra tnh trng hot ng ca sn phm m ra sao. Chin lc n y s lm cho Kymdan tiu tn mt khon chi ph khng nh, song nu tn ti v pht trin bn vng th Kymdan cn phi c bc chuyn hng mi nh vy nhm ti nim tin, uy tn cho khch hng.

7. THNG TIN TI CHNH 7.1. Tm lc thng tin ti chnh

Vic trin khai k hoch marketing cho sn phm m nano dit khun s tiu tn mt khon chi ph khng nh cho Kymdan bi y l dng sn phm mi m ngi tiu dn g cha c bit ti tinh nng c bit ca n. Cng ty cn c mt chin lc marketing tip th hiu qu nhm qung b rng ri sn phm v nh trng tm l ngi tiu dng mun c sn phm an to n, bo v sc khe. Vi tnh hnh th trng tim nng hin ti, cng ty ang chun b mt k hoch di hn cho vic tung ra sn phm n y. Khon chi ph d tnh cho nm 2012 l khong 20 t ng. Mc chi ph ny c tnh ton c km thm nhng bt trc th trng c tnh phng tr nhm lm gim n mc ti a nhng yu t c th c m cng ty vn c kh nng kim sot c. Vi mc sng ca ngi dn hin nay, cng vi chin lc marketing ca mnh Cng ty Kymdan ang mong i vo trin vng tiu th sn phm vi doanh s v th phn t c nh k hoch. V c bn, chin lc bn hng v mc tiu tng trng nh sau:
Bng 4 K hoch doanh s v li nhun

(n v: t ng)
Nm 2012 Nm 2013 Nm 2014 Nm 2015 Nm 2016 Li nhun Doanh s/li nhun Chi ph 956 1716 750 1100 1802 702 1158 1765 607 1189 1816 627 1325 1861 536

Tuy nhin, vi iu kin kinh t ang gp nhiu kh khn nh hin nay, doanh thu c th khng t c nh k vng, v th cng ty cn gim chi ph, tuy nhin cn phn b ngun lc mt cch hp l vn m bo thc hin tt k hoch marketing cung ng sn phm mi (m dit khun) ra th trng vo u nm 2012.

7.2. Gi nh v ti chnh
7.2.1 T l thnh cng d kin ca chng trnh tip th Chng trnh tip th truyn thng: qung co trn truyn hnh, pano p phch, m i l, c Kymdan trin khai cho c nhng sn phm trc y. V hin nay, vi tnh hnh th trng v kh nng tiu th kh khn hn, c th cng ty cha thu

c li nhun cao trong ngn hn, bi vy cng ty quyt nh phn b nhiu chi ph hn cho mt k hoch di hi cho dng sn phm mi n y. Khng ch thc hin qung co thng thng nh l: treo pano p phch, qung co trn truyn hnh m cng ty cn u t cc nhm marketing i n cc nh hng, khch sn ln, bnh vin, khu chung c cao cp trng hc ni tr dnh cho hc sinh c iu kin gii thiu v sn phm mi v h tr chi ph mua m ln n 12% cho cc n hng s lng t theo l. Khng nhng th, vi cc n hng ln trn 100 sn phm (tng gi tr trn 2,6 t ng) khch h ng s c tng th m 2 sn phm m nhng khng qu 45 triu ng. ng thi vi cng ty cng trin khai h ng lo t cc chng trnh khuyn mi hp dn khc i vi h ng lot cc sn phm m trong c sn phm m khng khun nh: tng thi hn bo hnh t 6 nm ln 10 nm, gim gi 3 % cho cc khch hng ng k thng tin trn website hay mua nm tng o nm... 7.2.2. iu kin th trng m dit khun l sn phm mi mang nhiu c tnh u vit v c bit c sn xut t cao su thin nhin nn rt an to n cho ngi s dng.Hn th na Kymdan cng xy d ng c cho m nh mt thng hiu mnh v uy tn trn th trng, thng hiu dm Kymdan c nhiu ngi bit n. Nh c iu n y m Kymdan c th d dng cnh tranh hn vi cc i th khc. Tuy nhin c th m rng th phn hn na th cng ty cn cnh tranh khng nhng v cht lng m cn v mu m . Bi vy cng ty u t ng k cho vic thay i cc mu m thit k t cht liu v m ti thit k hoa vn trang tr. Rut m vn c lm t cao su thin nhin c km thm cng ngh nano bc chng khu n, nhng v m, ga tri m th cng ty ch trng nhp cc loi nguyn liu t t tm, la, cottont cc nc khc nhm lm phong ph thm danh mc mu m cho sn phm. Tuy nhin, iu kin kinh t kh khn hin nay cng nh hng khng nh n vic mua nguyn nhin vt liu phc v sn xut. Mc thu v gi nguyn liu u vo u cao cng l mt yu t cu th nh gi c ca m Kymdan.

7.3 Ngn sch

7.3.1. Qung co
Bng 5: K hoch ngn sch cho qung co trong 1 nm ti

(n v: t VND)
Q1 Q2 Q3 Q4

Truyn hnh In n S kin

12 15 10

6 10 7

6 10 7

6 10 5

Tng cng 30

45 29

Internet Truyn thanh

3 4

3 3

3 3

3 3

12 13

7.3.2. Chng trnh tip th

Hng mc cng vic

K hoch trin khai

Chi ph d tnh

Chin dch marketing

Trc khi a sn phm n i l cng ty v i l cn thc hin mt chin dch marketing qung b sn phm mi. Cng ty thc hin in pano p phch cung cp cho cc i l cp 1, cp 2 v ca h ng trc thuc i l. Km theo vi c in lch c h nh nh ca sn phm m dit khun tng cho khch h ng nhm to hnh nh v 1 dng sn phm ho n ton mi ng thi c th qung b hnh nh sn phm rng ri ra th trng Cng ty s cung cp sn phm n cc i l cp 1 v cp 2 thng qua knh vn chuyn trc tip. Cc ca hng nh trc thuc i l cp 1 cp 2 s c cung cp sn phm thng qua i l bng chnh sch mt gi m cng ty quy nh trnh tnh trng i l bn li cho cc ca hng vi gi cao hn quy nh. Gi s c nim yt trn website ca cng ty. ng k qung co vo nhng khung gi nh:

45 ng

Phn phi sn phm

Chi ph cho vic phn phi sn phm c chng 28 t ng Thc hin

ng k vi

2 knh truyn h nh VTV1 v VTV3 thc hin chin dch qung co

12h tra, 18h ti, 20h ti, 21h30, v trc cc chng trnh phim truyn hoc xen gia chng trnh gii tr trn knh VTV3. 3 thng u lin tc qung co cng 4 ln/ngy nhm to n tng v sn phm m khng khu n vi ngi tiu dng. 9 thng sau qung co 2 ln/ngy

lin tc chi n d ch qung co vi cng trung bnh 4 qung co mi ngy. M c ph cho mi qung co 25s l 32 triu. Tng chi ph trong 3 thng l: 12 t ng. Tng chi ph cho 9 thng sau l: 18 t ng 15 t

Thc hin k hoch sau bn

Cng ty b tr cc i k thut n kim tra sn phm trong qu trnh s dng ca khch h ng. K hoch thc hin l 2 nm mt ln v lin tc trong 6 nm u ca sn phm. B phn bo hnh phi c trch nhim sa cha bo dng sn phm theo yu cu ca khch hng. Ngoi ra, b phn kinh doanh v t vn khch hng lun sn sang t vn v cch s dng, bo qun, v sinh sn phm cho khch h ng khi c thc mc gi n tng i cng ty.

8. K HOCH D PHNG 8.1. Du hiu tht bi

Kim tra nh gi thc t bit c k hoch Marketing ang thc hin l c ph hp hay khng quyt nh tip tc trin khai, y nhanh tin hoc thay i phng n d phng. i vi k hoch Marketing: Nm KymDan dit khun trnh by trn, vic kim tra nh gi k hoch Marketing trong nm 2012 c thc hin nh sau: 8.1.1. V thi gian
Thc hin kim tra ngay sau khi kt thc mt chng trnh Marketing xc tin hn hp. Thc hin vic kim tra tng th k hoch theo nh k hng qu v bo co ln ban gim c.

8.1.2. V i tng thc hin

Cc phng ban chu trch nhim i vi ni dung thuc chc trch qun l. Phng Marketing v trng b phn ph trch chu trch nhim nh gi cc chng trnh Marketing do phng thc hin. Ban gim c cng ty theo di v kim tra tng th mi hot ng.

8.1.3. V ni dung kim tra nh gi:

R sot li tin thc hin cc chng trnh, xc nh xem chng trnh Marketing ang thc hin c ng mc tiu khng, lm nhng vic g v vic g ch a lm c. Xem xt ph n ng ca khch hng i vi chng trnh v nh gi hiu qu . nh gi xem lng khch s dng nm sau mi qu v so snh vi cng k nm trc, qu trc so vi qu sau. Phng hnh chnh nhn s tin hnh nh gi vic thc hin ca cc nhn vin trong vic m bo h nh nh ca cng ty. Tt c cc yu t nh thi phc v, tinh thn lm vic, thc nghim tc trong cng vic phi c theo di hng ngy, cu i mi qu th tng hp, theo di s tin b ca mi c nhn v c thng pht hp l. Xem xt cc phn nn ca khch v sn phm, dch v, nhn vin (nu c). Lm r cc ni dung nh khch thng xuyn phn nn v iu g? chn chnh c cha? Nu cha th c bin php nh th n o?... Chng trnh ang thc hin c vng mc g khng? C din bin no ca th trng tc ng ti vic thc hin k hoch theo d kin khng (theo d i

nh gi c cc yu t vi m, v m nh din bin ca nn kinh t, bin ng t gi ngoi t, thay i ca thu nhp hoc nhn s trong cng ty) Bo co doanh s, doanh thu cui k cho ban gim c, so snh vi doanh thu d kin. Doanh thu tng hay gim so vi d kin, nguyn nhn t i sao. Bo co chi ph chi cho cc chng trnh Marketing, t ng hay gim so vi d kin, ti sao? T nh gi chng trnh no l ph hp, chng trnh no cha thch hp, chng trnh no c phn hi tt? V a ra kt lun l tip tc thc hin, u t ko di chng trnh hay t m dng, chuyn phng n khc.

8.2. Chin lc thay th

Trng hp sn phm khng c n nh n cn xc nh nguyn nhn do u tip tc ci tin sn phm, a vo th nghim. Trong trng hp qung co khng t c kt qu mong mun, xut phng n ct gim chi ph qung co trn truyn hnh, tp trung vo bn hng c nhn, cung cp hng cho i l. p dng chin lc gi: Khuyn mi, gim gi t vic ct gim chi ph qung co, bn hng tr gp.

Ph lc