TRNG I HC K THUT CNG NGH TP.

H CH
MINH
KHOA QUN TR KINH DOANH
------ oOo ------

TIU LUN MN:

Marketing Quc T
TI:

CHIN LC CHIU TH CA
SN PHM OMO

TPHCM, thng 9 nm 2012

MC LC
MC LC...........................................................................................................................2
LI CM N......................................................................................................................3
I. Gii thiu v cng ty Unilever.........................................................................................4
II. Mi trng marketing Omo............................................................................................5
1. Mi trng vi m:............................................................................................................5
2 .Mi trng v m.............................................................................................................6
III. Phn khc th trng......................................................................................................9
IV. nh v trong th trng...............................................................................................11
V. Chin lc sn phm v nh gi sn phm..................................................................12
1. Sn phm.......................................................................................................................12
2. Gi v chin lc nh gi.............................................................................................13
VI. H thng phn phi......................................................................................................15
VII. Chin lc xc tin...................................................................................................18
VIII. Kt lun.....................................................................................................................20

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LI CM N

Trc khi c bt u tai cua minh xin cho chng em c bay to long
cam n ti Ban Gim Hiu, Khoa Qun Tr Kinh Doanh Trng i Hc Cng
Nghip TP.HCM a truyn t kin thc cho sinh vin chng em trong sut thi
gian qua va c bit qua y xin cho nhm chng em c bay to long cam n chn
thanh n ging vin L Cao Thanh la ngi a tn tnh gup , hng dn
chng em hon thnh bi vit nay.Thy a em ht nhng kin thc quy bau cua
minh truyn at cho chng em trong sut thi gian thy ln lp. Vi trnh cn
nhiu hn ch, li t hiu bit v cng ty Unilever nn chc chn bi vit khng
trnh khi nhng thiu st. Chng em mong c s ng gp kin nhit tnh ca
thy nhm em c tin b hn trong nhng bi vit sau ny.
Cui cung, chng em xin c chn thanh cam n cac thy c mt ln na.

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I. Gii thiu v cng ty Unilever

Trong nhng nm gn y sc cnh tranh ca cc cng ty Vit Nam v nc
ngoi din ra ht sc quyt lit c bit l cc sn phm c xut x t cc cng ty a
quc gia, ang c mt v thng lnh trn th trng Vit Nam.
Unilever l mt trong nhng tp on a quc gia cung ng hng tiu dng hng
u th gii vi cc ngnh hng thc phm v sn phm chm sc v sinh c nhn
v gia nh. C mt ti Vit Nam t nm 1995, ti nay cng ty u t hn 120
triu la M v tr
thnh mt trong cc nh u t thnh cng nht Vit Nam vi 2 doanh nghip:
Cng ty Lin doanh Unilever Vit Nam chuyn v cc sn phm chm sc c nhn
v gia nh (bt git OMO, Viso, x bng v sa tm Lux, Lifebuoy, Dove, du gi
Sunsilk, Clear, Lifebuoy, cc loi nc v sinh gia nh Vim, nc ra chn bt
Sunlight, cc loi sa ra mt v kem dng da Pond"s, Hazeline...) v Cng ty
TNHH Unilever Vit Nam chuyn v cc sn phm thc phm, tr v cc ung t
tr, cc sn phm chm sc v sinh rng ming (tr Lipton nhn vng, Lipton Icetea,
nc mm v bt nm Knorr).V Omo l mt trong nhng sn phm ni ting ca
cng ty Unilever.

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II. Mi trng marketing Omo

1. Mi trng vi m:
a). Cc trung gian marketing: c nhim v gip Unilever Vit Nam truyn thng,
bn v phn phi sn phm n vi ngi tiu dng
Trung gian phn phi: Omo l sn phm thit yu, cn cho tt c mi ngi,
mi gia nh. Omo c phn phi rng ri v rng khp th cn c mt h
thng cung cp dch v sn phm ph hp: siu th, i l, c s s v ltrong
bn l l thch hp v s lng l ng nht, tuy nhin cn linh hot i vi tng
v tr, vngc phn phi ring. Sn phm Omo cn c nhiu loi sn phm
p ng y nht nhu cu ca
khch hng.
T chc cung cp dch v v lu thng sn phm cung cp, phn phi sn
phm Omo n tay ngi tiu dng m cht lng sn phm tt nht th cn c t
chc ny trung gian phn phi, d tr Omo.
T chc cung cp dch v: c th ni Omo hay Unilever Vit nam tp trung mnh
vo vic ny ( nghin cu, qung co, t vn ) trong qung co l mnh nht v
Omo l mt hng tiu dng thit yu, l sn phm c mt hng thay th nhiu nht,
qung co gip sn phm Omo c tip cn nhiu v lm mi ngi tiu dng u
thuc nm lng Omo khi la chn bt git.
T chc cung cp dch v v ti chnh tn dng ng vai tr quan trng gip Omo
ng vng trong th trng ( nh m rng th trng, tung ra sn phm Omo tnh
nng mi cng nh trong vic cnh tranh i th (gim gi, h tr khch hng, b
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l..)
b). Khch hng : l i tng, l nhn t to nn th trng.
Ngi tiu dng c nh hng quan trng n s tn ti sn phm Omo; do
Unilever Vit Nam lun ch trng ly lng h thng qua mt lot hot ng
qung co nh di bom vo ngi tiu dng hay cc cuc phng vn ngi tiu
dnghay hot ng cng ng lm cho mi ngi ch n Omo.
C quan nh nc v doanh nghip phi li nhun; i vi nhm ny thng s
dng vi mc ch nh cung cp cho nhn vin, hay cc chin dch cng ng : cu
tr; chin dch Omo o trng ngi sng tng lai-2005ca hi lin hip ph n
gip thng hiu Omo c qung b,tn nhim i vi khch hng
Khch hng quc t: Omo khng ch cung cp trong nc m cn quc t, i
tng ny gip Omo vn ra tm quc t, thng hiu Omo ni ting do cn c
chnh sch v pht trin hn na.
c) i th cnh tranh : Omo l mt hng tiu dng thit yu nn i th cnh tranh l
tt
yu xy ra, hin nay sn phm cnh tranh khc lit vi Omo l tide ca P&G
d) Cng chng: c th h tr hoc chng li nhng n lc ca Unilever Vit nam
trong vic qung b thng hiu do vy t c mc ch Unilever phi khng
ngng quan tm cng nh c hot ng y mnh uy tn thng hiu;
2 .Mi trng v m
a) Kinh t : tc ng n kh nng tiu dng ca khch hng v to ra nhng bin
th ca sn phm Omo p ng nhu cu ca ngi tiu dng: tin dng, cht
lng, thm m Omo ca Unilever phn no p ng c nhu cu :
+Tnh ty trng Omo
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+a dng mu m, trng lng : 100g, 800g, 3kg

Cng tnh hnh hin nay thu nhp dn chng tng ln, thi gian hn hp do
cn sn phm tin dng gip tit kim chi ph, thi gian, nhng hiu qu cao dn
n s ra i ca Omo hng ngn hoa gip b ni tr tit kim thi gian cho vic
mua sm, ph hp chi tiu ca h.
b) T nhin : l ngun u vo cn thit cho doanh nghip v tc ng n
hot ng marketing ca doanh nghip.
Ngy nay ngun ti nguyn cung cp cho vic sn xut ngy cng cn kit do
nh hng ln n sn xut sn phm Omo nh chi ph tng dn n gi tng.
khc phc tnh trang ny Omo lin thay i hnh nh ca mnh hp dn
khch hng nh mu truyn thng ca Omo l trng v xanh dng m th
xut hin mu xanh l cy v cam ti..tuy nhin mt s sn phm gim tiu
th do gi tng.
c) Cng ngh: gip doanh nghip to ra nhiu dng sn phm v tng tnh cnh
tranh v vy Unilever Vit nam lun ch trng p dng cng ngh thng tin vo
hot ng bn hng; sn xut sn phm lm cho Omo ngy cng a dng, gi thnh
li khng cao, thng tin sn phm ngy cng nhiu trn bo ch, truyn hnh,
internet..do vy Omo ngy cng gn gi hn vi ngi tiu dng.

d) Php lut: hin nay nc ta thc hin chnh sch m ca th trng do to

iu kin tip cn nhiu loi sn phm tt, mang li li ch cao. Tuy nhin bn
cnh c mt s cn tr nh thu quan lm gi tng v Omo cng chu tc ng
biu hin s tng gi mt s sn phm do khch hng c nhiu cn nhc.
e) Vn ha: vn ha nh hng su sc ti vic la chn sn phm nh tnh tin
dng sn phm, tnh nng sn phm h cn, mu m p ng c iu
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Unilever cho ra nhiu dng sn phm Omo p ng ti a nhng s thch a

dng
+ Nhng ngi thch qun o trng sch : Omo trng sch, nh bt 99% vt bn
+ Nhm ngi thch trng sch v mi thm khng nh mnh, Unilever cho
ra i sn phm Omo hng ngn hoa, Omo matic

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III. Phn khc th trng

B1 : Xc nh th trng kinh doanh
Th trng bt git, cung cp sn phm c kh nng git ty tt, cht lng
cao.
B2: Tiu thc phn khc th trng :
Unilever phn khc th trng cho nhn hang Omo theo dn s v a l,
da vo cc bin s sau:
Quy m th & Mt : Omo ch yu tn cng vo cc thnh ph, th trn ln
trong c nc. V y l th trng hp dn v kh nng sinh li cao. Mt
dn s cc
vng ny l tng i ln, nhu cu tiu dng cc sn phm git ty cao.

Nm 2003

TP.HCM

H Ni

Nng

Hi Phng

Dn S (triu): 4.582

2.219

1.915

1.586

Thnh Th

3.400

1.162

650

532

Nng thn

1.182

1.057

1.265

1.054

Gii tnh: Bao gm c nam v n. Tuy nhin, i tng nhm ti ch yu l

cc b ni tr, l ngi quyt nh chnh trong vic la chn nhn hiu cc sn
phm tiu dng cho gia nh. C th l khi la chn nhn hiu bt git cho gia
nh, yu t h quan tm ti l kh nng git ty, do Omo chn chc nng
chnh ca mnh l kh nng git ty, nh bay cc vt bn.
tui: Tt c cc i tng c nhu cu s dng sn phm. Nhng vn
nhm n nhng khch hng t 18 tui tr ln, nhng ngi trng thnh, c
cng n vic lm v mc thu nhp n nh hoc c gia nh.
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 Quy m gia nh: M rng, bao gm t 2 n 3 th h. quy m gia nh cng

ln th sc tiu dng bt git cng ln.
Thu nhp: mc thu nhp n nh tng i.ty theo mc m ngi tiu
dng la chn nhng trng lng khc nhau.
tui: Tt c nhng ngi c nhu cu s dng, nhng ngi trng thnh, c
cng n vic lm v mc thu nhp n nh, hoc c gia nh. Nhng ngi
t di 18t thng khng quan tm n nhn hiu, cht lng bt git, v h
khng phi l ngi trc tip lm cng vic git gi trong gia nh. Chnh v
vy i tng m Omo nhm ti l nhng ngi t 19 tui tr ln, nhng ngi
quyt nh nhn hiu bt git s dng cho gia nh. Khi la chn nhn hiu bt
git, h quan tm rt nhiu ti cht lng, uy tn nhn hiu .
Ngh nghip: Nhng ngnh ngh c thu nhp cao, n nh nh nhn vin vn
phng, bc s Ngoi ra Omo cn nhm ti nhng i tng lm vic trong
mi trng d b dnh bn chng t kh nng git ty vt tri ca mnh nh
k s c kh k s xy dng
B3: Phn khc th trng :
Khc Th trng Omo la chn cho mnh l :
-

Omo ty trng hng n nhng i tng tip xc mi trng nhiu cht

bn.

- Omo hng ngn hoa hng n ngi thch khng nh mnh, v cc i

tng mun tip kim phn nc x vi.
- Omo matic dng cho cc i tng khch hng s dng my git

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IV. nh v trong th trng.

nh v l mt trong nhng khu m Unilever lm tt nht. Vi Omo, khng mt
ngi tiu dng no m li khng bit sn phm ny.
Bng nhng chin lc nh v ca cng ty, Omo to ra nhng s khc bit i
vi i th cnh tranh. Bt git Omo c nh v bng nhng slogan sau:
-

Omo_nh bt ngay vt bn kh

Omo_Chuyn gia git ty vt bn

Omo_Hc hi iu hay ngi g vt bn

Tt lm iu phc ca bt git Omo

Omo_ nh bt 99 vt bn kh git

Chin lc nh v ny trt thnh cng v khi ngh n Omo ngi ta ngh ngay
n c tnh trng sch. lm c iu ny, cng ty a ra rt nhiu chin
lc nh: Omo o trng ngi sng tng lai, Omo mu qung co nu bt tnh
nng git ty vt tri ca mnh. c trng nht l phng vn ngi tiu dng v
nhng tri nghim ca h khi dng bt git Omo. nh mt s tra tn i vi
ngi tiu dng trong thi gian di nhng li kh hiu qu. Kt qu l mi ngi u
bit ti bt git Omo bit ti tnh nng ty trng ca Omo.
Ngoi ra Omo cn a ra th trng sn phm Omo comfort hng ngn hoa,
mang n s phong ph cho dng sn phm, ngoi tnh ty trng cn kh nng lu
gi hng thm.

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Ci hay khi nhc n sn phm Omo l ngi tiu dng lun ngh ngay n
nhng ngha x hi t thin, nhng hot ng cng ng gn lin vi sn phm
ny. V s xut hin ca Omo c v nhiu hn Tide. i n u cng d dng nhn
thy hnh nh ca Omo. iu ny lm cho Omo tr thnh mt nhn hiu quen
thuc, ph bin vi ngi tiu dng hn.

V. Chin lc sn phm v nh gi sn phm.

1. Sn phm
c im: l mt sn phm nh mnh vo tnh nng git ty, c thnh phn cht
ty cao hn so vi cc lai bt git khc, c th nh bt hon ton ch dnh bn
kh git nht trn qun o.
Nhn hiu: Omo mang tn gi rt d nh, ngn gn, d thuc, d nm long.
Bao b: Bao b c coi l P th 5 sau Product, Price, Place v PrOmotion, Bao
b nh mt ngi bn hng im lng, v th m mt iu phi cng nhn rng bao b
ca sn phm Omo rt sc s, ni bt v rt bt mt. Mu sc truyn thng ca Omo
l , trng, xanh dng m . Bao b ngy cng c ci tin nhm to s tin li,
thm m cao nht cho ngi tiu dng ng thi bo qun sn phm tt nht qua
thi gian v khng gian. V
nhn hng Omo tung ra th trng mu bao b p dng cho tt c cc sn phm
thuc dng thng dng cc loi trng lng. iu khc bit mu bao b
mi ny l hnh
nh th hin trn hai mt chnh ca bao b. Bn cnh nhng th cn xut hin thm
hai mu khc l: xanh l cy v cam ti ca biu tng splat- biu tng ca

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nhng vt bn chi m hc. Tt c c thit k theo phong cch mi l, hi ha,

thn thin, gn gi v sng ng hn.
Kch c : phc v khch hng tt nht, p ng mi nhu cu tiu dng, nhn
hng Omo c rt nhiu kch c: 400g, 800g, 1.5kg, 3kg, 4.5kg, 5hp/ thng

2. Gi v chin lc nh gi.

Gi l thnh phn khng km phn quan trng trong Marketing mix bao gm
gi bn s, gi bn l, chit khu, gim gi, tn dng. Gi phi tng xng vi gi
tr nhn c ca khch hng v c kh nng cnh tranh.
Nhn bit 80% ngi tiu dng Vit Nam sng vng nng thn c thu nhp
thp, Unilever Vit Nam ra mc tiu gim gi thnh sn xut nhm em li
mc gi c hp l cho ngi tiu dng. Cng ty da vo cc doanh nghip nh
a phng tm cc nguyn liu ti ch thay th mt s loi phi nhp khu; iu
ny va gim c chi ph mua hng va ng thu nhp khu t hn. Ngoi ra, cng
ty cng phn b vic sn xut, ng gi cho cc v tinh ti cc khu vc Bc, Trung,
Nam gim chi ph vn chuyn v kho bi. Unilever cng thc hin chnh sch
h tr ti chnh gip cc doanh nghip a phng c th nng cp trang thit b sn
xut, chuyn giao k thut, t chc cc chng trnh hun luyn sn xut. Thc t th
Vit Nam sn phm ni ting th gii Omo do ngi Vit Nam sn xut. Omo
nh ng nhu cu ngi tiu dng thi im : Ngi tiu dng cn mt loi bt
git cht lng tt , c bit kh nng git ty rt tt, v gi va phi.
Omo s dng chin lc gi thm nhp th trng . Trong khong 5 nm
u, cng ty vn gi gi bn v cht lng khng thay i d gi cc loi sn phm
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khc cng loi tng do nh hng ca gi nguyn liu, gi xng du tng. Cc bin
php ny gip Omo dn dn ginh ly th phn cao.
Bt git Omo v Tide chim lnh th trng v cnh tranh gay gt . Kinh
nghim ca Unilever trong mi trng cnh tranh vi i th truyn kip P&G:
nu 2 i th cnh tranh c th phn gn ngang bng nhau, i th no tng th
phn c th ginh s khc bit c v doanh s v chi ph v do a n li th
cnh tranh mnh m. Khng c l do g b mt th phn. V vic mt th phn
lun i km vi gim li th cnh tranh, gim li nhun, chi ph cao hn, v l mi
e da mt lun th trng.
V th, nm 2002, th trng chng kin cuc chin khc lit v gi gia OMO
v Tide nhm mc ch nhanh chng chim lnh th trng. chin lc h gi c
khi xng hi u thng 8/2002 gia P&G v Unilever.
Cuc chin ny c m u khi P&G gim gi mt hng bt git Tide t 8000
xung 6000/gi400gr,Unilever phn cng ngay tc th bng cch gim gi bt git
Omo t 7500 xung 5500/gi500gr. P&G tip tc khiu chin vi vic gim gi
t 6000 xung cn 4500 sn phm tide loi 400gr.Unilever a ra chiu mi khi
khuyn d cc i l: by 1 gi Omo s nhn c 1000, ng thi tng gi bng
cch gim trng lng, gi Omo 500gr gi 5500 ch cn 400gr.Ti cc ca hng
tp ho ,cc siu th nhn hiu Omo trn ngp th trng ,nhiu thp Omo cao hng
chc mt trong cc siu th ln.Gi ca bt git Tide ca P&G gim 30% so vi
trc y cn gi Omo cng gim khong
26% v ngi hng li u tin l ngi tiu dng .Khi gi gim n mc sn,
nhm khng gng ni na h bn r nhau tng gi. Cuc chin phi ng ng gi c
tr v nh c. Lc ny ngi tiu dng quen thuc vi thng hiu Omo nn d
c tng gi i cht
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h vn sn sng mc hu bao ra tr, Omo bo v c th phn.

Sau khong 6 thng so k, hai thng hiu ny bt tay nhau, ri c th m
cng nhau tng gi n ngy hm nay. Tnh ra, t nm 2002 n nay, gi bt git
Omo v Tide tng khong 10.000 ng/kg".

VI. H thng phn phi

Nm 1995, Unilever vo Vit Nam v quyt nh to ra mt h thng tip
th v phn phi trn ton quc, bao qut hn l 100.000 a im. Unilever
a khi nim tiu th bn l trc tuyn, s dng nhn vin bn hng n tng
ca hng bn l theo tuyn, nhng nhn vin ny c nhim v cho cc n t
hng mi, giao hng v cp tn dng cho cc n hng tip theo. Cc im bn l
c cp t trng by hng nm s dng ti a khng gian cho ca hng ca h
v tnh bt mt ca sn phm. Ngoi ra, cng ty cn gip cc hng phn phi
dn xp cc khon cho vay phng tin i li, o to qun l v t chc bn
hng.

Hin nay, khi nn kinh t Vit Nam c bc pht trin mnh m, nh du

bng vc gia nhp WTO, to iu kin cho vic phn nhm th trng, cc cng
ty tng dn cht lng phn phi. Cng ty Unilever Vit Nam bt u phn
nhm th trung khng n thun l phn ra 7 khu vc bn hng nh ng Bc,
Ty Bc, Bc Min Trung, Nam Min Trung, Min ng, TPHCM, v ng bng
Sng Cu Long, m phn ra cp u tin. Unilever phn cc thnh ph ln
vo 1 nhm, nhm knh phn phi truyn thng 2 (GT2) bao gm TPHCM v
H Ni, nhm GT4 bao gm GT2 v Nng, Cn Th; nhm GT 8 gm GT4
v Hi Phng, Vinh, Nha Trang, Bin Ha. Do vy, ta cng thy r s pht trin
mnh m ca cc knh phn phi, to iu kin cho cng ty bn c nhiu hng
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v thu li nhun ln.

Omo l hng ha tiu dng c nhn, do vy knh phn phi cng c s khc
bit so vi cc mt hng khc.
Th nht, l mt knh trc tip t ngi sn xut bn trc tip cho ngi tiu
dng cui cng.
Ngi tiu dng hin nay c lng tin nht nh vo s gii thiu ca cc
nh sn xut thng qua cc phng tin thng tin i chng. Do vy, cc loi
hnh thng tin i chng bao gm c pht thanh, truyn hnh, bo ch v internet
cng tr nn ph bin hn, v c nh hng mnh n vic tiu dng ca dn
chng.
Chnh vy, cng ty a vo s dng lc lng bn hng tn nh, hay bn
hng qua th, t hng qua th, bn qua Catalog Cc hnh thc ny cho php
ngi tiu dng mua sn phm nh cc phng tin thng tin qung co m khng
cn gp trc tip ngi bn.
Th hai, thng qua cc knh gin tip bi cc trung gian nm gia ngi sn
xut v ngi tiu dng .
Nh sn xut => nh bn l => ngi tiu dng.
Tng quan v th trng Vit Nam : vi nhng c im c th nh 75% trn 82
triu dn sng nng thn, th trng truyn thng bn l phc tp v chim a s
vi hn 450.000 ca hiu, ca hng bn s vn cn thng lnh. Mt khc, da trn
thi quen mua hng ca ngi tiu dng Vit Nam la chn knh phn phi nh
qua cc i l, h thng siu th, hay nh phn phicho ph hp. Ngi tiu dng
Vit Nam c thi quen mua hng ngy, thay v ti siu th vo ngy cui tun
mua hng dng cho c tun. Unilever bit tn dng nhng knh sn c nh h
thng cc ch, cc nh bun s.
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Do xu hng tiu dng chung ngy nay ca ngi Vit l ngy cng tip cn
gn hn vi cc knh phn phi hin i nh siu th ca hng t chn. Chnh v
vy, cng ty Unilever Vit Nam tin hnh chin lc phn phi cc sn phm
ca mnh thng qua cc knh bn l ny.
C th, sn phm Omo c bn ti cc siu th bn l nh Big C, chui
siu th Co.op mart, h thng MaximaxCc siu th ny phn phi trc tip sn
phm n tay ngi tiu dng cui cng, bng cch cho ngi tiu dng t la
chn mt hng, dng sn phm mnh a thch v ph hp.
Knh phn phi ny tp trung hng n ngi tiu dng cui cng, tiu th
vi s lng nh nhng thng xuyn.
Nh sn xut => nh bn bun => nh bn l => ngi tiu dng.
y c gi l knh 2cp. Vi knh phn phi ny, sn phm Omo c bn
ti cc trung tm thng mi phn phi ln nh Metro Bnh Ph ti TPHCM hay ti
cc h thng Metro khc trn 5 thnh ph ln ca Vit Nam. Ti y, sn phm
bt git Omo ca Unilever c cung cp vi s lng ln cho cc nh bn l
nh cc doanh nghip, cc khch hng mua bn chuyn nghip, nhng chi nhnh
khc kinh doanh bn l cho ngi tiu dng ri mi a n tay ngi tiu dng
cui cng. Vi knh phn phi ny, dng sn phm ca Omo ch yu hng n
cc nh bn l vi s lng ln.
Nh sn xut => i l => nh bn bun => nh bn l => ngi tiu dng.
y cn c gi l knh 3 cp. Sn phm sau qu trnh sn xut c a
n cc
i l i din cho cng ty thc hin giao dch vi khch hng.
H thng i l c quyn trong mt vng nht nh m cng ty nc ngoi p
dng nh Unilever.
Hin nay, cng ty Unilever Vit Nam c mt trung tm phn phi hng ha
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c xem l ln v hin i nht ti Vit Nam. Trung tm phn phi ny c t

ti Bnh Dng vi trang thit b v cch b tr iu hnh ht sc khoa hc v hin
i. Hng ha sau khi sn xut ti nh my s tp kt v trung tm ny, tip
c vn chuyn n cc i l Min Trung (t Nha Trang tr vo) v khu vc
min Nam, min ty, ng thi y cng l im trung chuyn hng ha t TPHCM
ra 2 trung tm phn phi ca Unilever ti H Ni v Nng.
Nh vy, chin lc phn phi l m rng th trng, m rng cc i l, tng
dn v s lng v cht lng cc knh phn phi.

VII. Chin lc xc tin

Xc tin l mt lot hn hp cc hot ng : Qung co, khuyn mi, quan
h cng chng, bn hng trc tip v marketing trc tip.
Thng thng th doanh nghip chim lnh c th phn cao th khng cn tn
nhiu chi ph cho cc hot ng xc tin nhng vn bn c hng. Tuy nhin,
Unilever l cng ty hng tiu dung mt mt hng gn gi v cn thit hng ngy
i vi ngi tiu dng. Khi cn mt sn phm h khng ch qu lu tm hiu
hoc tm n vi sn phm a thch. H cn s tin li rt nhiu v v th nu xem
nh cc hot ng xc tin th khch hng s b qun nhn hiu . Bn cnh l s
cnh tranh ln ca cc i th c bit l k phng ch th P&G lun c nhng
sn phm ngang tm vi Unilever, ch hn nhau l s qung b sn phm.
Khi mi xm nhp vo th trng Vit Nam, nhn hng Omo ca Unilever kt
hp tt c cc hot ng xc tin c bit l qung co v bn hng trc tip.Nhn
hiu Omo nm lng trong ngi tiu dng Vit Nam. Omo m u bng nhng
mu qung co nu bt tnh nng git ty vt tri ca mnh. c trng nht l
phng vn ngi tiu dng v nhng tri nghim ca h khi dng bt git Omo.
Ngoi ra th cng ty t chc cc hot ng bn hng c nhn, vi vic l tuyn i
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ng nhn vin c kh nng tip th bn hng n cc h gia nh bn v gii thiu

sn phm, gii p cc thc mc mt cch trc tip v tip nhn nhng phn nh ca
ngi tiu dng v sn phm,ch trng n i tng l cc b ni tr. n nhng
ni cng cng pht min ph cc gi bt git Omo loi nh khch hng dng
th. c bit l cng ty cn a ngi v cc a phng, cc vng nng thn l
nhng ni t c iu kin tip xc vi qung co bn hng trc tip, v hng
dn, cung cp thng tin cho khch hng. Hin nay th hnh thc bn hng trc tip
khng cn ch trng nh trc, do sn phm Omo qu quen thuc vi ngi tiu
dng. Nhng hng nm Omo vn tip tc pht cc gi nh min ph cho ngi tiu
dng m rng thm khch hng.

Omo cng s dng nhng hot ng marketing trc tip: qua knh trc tuyn
thu nhn kin khch hng, cc trung tm chm sc khch hng t vn cung
cp thm thng tin v cc chng trnh khuyn mi.
Cc hot ng khuyn mi ca Omo nh: bc thm trng thng, co trng thng
vng, gim gicng mang li hiu qu cao. Bng chng cho s thnh cng ca
nhng hnh ng l 90% cc h gia nh tng s dng bt git Omo t nht
mt ln. Nu hi mt ngi ni tr Vit nam bt k no d c s dng Omo hay
khng u bit n tn nhn hiu Omo.
Nhng c l iu c bit hn c l Omo lun ng hnh v nm bt tm l khch
hng mc tiu. V th cc hot ng hng ti cng ng ca Omo c hng
ng rt ln ca ngi tiu dng ni chung v cc b ni tr ni ring. Nh ngy
hi nhng chic ti ti nng, Omo o trng ngi sng tng lai, ngy hi
triu tm lng vng, tt lm iu phc sung tc c nm, khuyn mi vn tim
vng cho triu tm lng vng , chng trnh sn trng hc ti 6 tnh vng xa, h

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tr 3000 sinh vin v qu n tt..

Omo o trng ngi sng tng lai l mt hot ng thng nin c t chc t
nm
2001 qu thc lm mt cuc chinh phc ngon mc vi khch hng, khi mang
nhng t o trng n vi cc hc sinh ngho. Chng trnh vn tip tc v y
ngha, c bit l nhng b ni tr nhng ngi m, ngi b.
Omo qua thi qung b thng hiu vi tnh nng ty sch ca sn phm, h
to c s nhn bit thng hiu i vi khch hng. V y l lc h bc vo
thi k cao cp hn: cng c thng hiu v xy dng tnh cm ca ngi tiu
dng i vi thng hiu. V th Omo khng ngng t chc v thc hin cc
chng trnh hot ng n vi khch hng. Chng trnh hc hi iu hay, ngi g
vt bn vi mc tiu l to d lun h tr chng trnh Omo o trng ngi
sng tng lai.V t chc chng trnh ngy hi nhng chic ti ti nng ti cng
vin L Vn Tm to ra im nhn, theo l cc chng trnh phng vn cc
chuyn gia, cc bi bn lun ca c gi to ra d lun c li.
i th cnh tranh khc lit ca Unilever l P&G. Ti Vit Nam, h cng c nhng
sn phm trc tip i u vi nhau trong c tide v Omo.Do P&G cha lm
mnh cc khu qung co nn sn phm ca h c v lp v hn so vi Unilever.
Chng t mt iu Unilever lm tt cc hot ng xc tin, a nhn hiu sn
phm n vi ngi tiu dng.

VIII. Kt lun
Vi nhng chin lc marketing nu, Omo ngy cng nh v thng hiu
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ca mnh i vi ngi tiu dng v c v tr dn u trong th trng tiu dng bt

git Vit Nam.
T n to ra cho i th cnh tranh nhng kh khn trong vic chim lnh th
trng. Mt i th c bit l P&G. Ti Vit Nam, h cng c nhng sn phm
trc tip i u vi nhau trong c Tide v Omo.Do P&G cha lm mnh cc
khu qung co nn sn phm ca h c v lp v hn so vi Unilever. Chng t
mt iu Unilever lm tt cc hot ng marketing, a nhn hiu sn phm n
vi ngi tiu dng.

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