1.

Chin lc nh gi sn phm
a. Mc tiu
a ra mt sn phm c sc cnh tranh vi cc i th trong ngnh du gi
dnh cho nam gii trn th trng.
b. Xc nh nhu cu
Vi dung lng th trng ln tp trung ch yu vo nam thanh nin
t 18-45 tui c tnh vit nam s nam gii trong tui ny l trn 25
triu.
Ngnh du gi u th khng phi l mi tuy nhin loi du gi dnh
ring cho nam gii th mi xut hin trong nhng nm gn y. L ngnh
hng tiu dng nhanh thng xuyn c ngi tiu dng s dng hng
ngy cng thm vi vic Vit Nam nm trong vng thi tit kh hu nng
m lm cho da u nam gii thng xuyn b nh hng v c nhiu gu,
nhu cu v loi du gi tr gu, mt lnh cho da u l rt ln. Nhng ngi
thng xuyn s dng sn phm ny l nam gii trong tui 18 45 l
nhm khch hng thng xuyn.
c. c tnh gi thnh
Gi c l s tin m khch hng tr cho mt sn phm hay dch v
i ly li ch nh vo vic s hu v s dng sn phm hay dch v .
Gi c cng c vai tr quan trng em li doanh thu v li nhun cho cng
ty. Bn cnh n cng l cng c cnh tranh rt sc bn bn cnh cc cng
c khc nh: cht lng, mu m kiu dng, iu kin giao hng v dch v
sau khi bn hng. Sau y s l bng gi ca cc i th cnh tranh vi
clear-men.
Bng gi mt s sn phm du gi u nam gii trn th trng nm 2013
Tn sn phm Gi(vn)
380ml 650ml
x- men sport 80.000 127.700
X-Men For Boss 97.500 149.000
Romano Pro Series 88.000 141.000
Romano Classic 89.000 142.000
Head & Shoulders 72.000 125.000
Ngun: http://ticmart.vn
- Clear Men ca Unilever l sn phm ra i sau so vi X-Men ca ICP v
Romano ca Unza nn mc tiu nh gi khng nn chn theo hng li
nhun. M ch yu y l hng th phn cnh tranh li ko khch
hng mc tiu ca i th v vi mnh, ng thi khng nh ng cp ca
khch hng khi s dng du gi u Clear Men ca Unilever.
Vi mi loi sn phm khc nhau s c c tnh gi thnh khc nhau. Sau
y l bng gi c tnh ca cc loi du gi clear-men:
Tn sn phm Gi(vn)
180ml 380ml 650ml
CLEAR MEN CLEAN & CARE 36.000 72.000 124.000
CLEAR MEN DEEP CLEANSE 41.000 82.500 144.000
CLEAR MEN COOL SPORT BC H 38.500 77.000 135.000
CLEAR MEN NGN RNG TC NAM 42.500 85.500 150.000
2. Chin lc bn hng ca clear-men
a. Chin lc Push and pull
Chin lc Push:
Chin lc ch trng vo vic y hng t nh sn xut n cc knh bn
hng trung gian, ch trng vic phn phi s cho cc knh bn hng trung
gian hay ngi bn.
Thng thng nh sn xut bn hng c chit khu cho knh bn hng trung
gian qua nhiu hnh thc: k gi hng, chit khu nu mua s lng
nhiuchin lc ny c Uniclerver s dng kh tt.
Chin lc Pull: Chin lc li ko khch hng mua l hay ngi tiu
dng mua hng ca mnh bng cch dng cc cng c tip th tc ng
trc tip to ra nhu cu. Vd: khuyn mi, tng km mt s sn phm
b. Chin lc Direct Coverage
Uniclerver vi i ng cc knh bn hng rng khp trn c nc, vi
lc lng nhn vin bn hng hng hu khong 6000 nhn, 150 nh phn
phi cng vi hn 150.000 nh bn l trn khp c nc, iu ny to
cho Uniclerver d tip cn vi th trng, bao ph rng khp khi
clear-men s d dng tip cn vi th trng vi khch hng. C th ni
vic clear-men c khch hng bit s tr nn d dng hn.

y l 2 chin lc m Uniclerver p dng trc tip cho sn phm Clear-
men trn th trng hng tiu dng nhanh Vit Nam, to sc cnh tranh vi
cc i th khc.