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THNG HIU THI TRANG CAO CP NEM

V P QUYN R THI TRANG PHP

THC HIN: NHM 1-11CH: 1. Cng Thnh( Nhm trng ) 2. Hong Nhung 3. Nht H 4. Quang Phc 5. Bch Nhi 6. Thu Hin 7. Thu Hng 8. Tho Trang

1. Mc tiu
Cng ty c phn thi trang NEM l cng ty chuyn thit k v sn xut trang phc dnh ring cho phi n. T mt ca hng bn l u tin c thnh lp ti ph Hng Lc - H Ni; n nay, NEM tr thnh mt thng hiu thi trang n kh ni ting khng nhng ti H Ni m c thnh ph H Ch Minh. Vi phng chm: khch hng l u tin s 1, do vy mi hot ng ca NEM u hng ti mc tiu tha mn mi nhu cu ca khch hng thng qua vic to ra nhng sn phm c cht lng tt nht, gi c cnh tranh nht v dch v khch hng chu o nht. l nhng cam kt ca NEM i vi khch hng v cng chnh l phng chm hot ng ca cng ty.

2. Tng quan v th trng 2.1. Thng tin chung:


Ngnh thi trang Vit Nam trong nhng nm gn y c nhng thay i ng k. K t khi Vit Nam chnh thc gia nhp T chc Thng mi Th gii (WTO), ngnh thi trang bc vo mt giai on pht trin mi mang tnh chuyn nghip hn, sn phm thi trang ngy cng hon thin v cao cp hn. Ti th trng Vit Nam bt u c s xut hin chnh thc ca cc "ng ln" trong ngnh thi trang th gii nh: Calvin Klein, Gucci, Louis Vuiton, Valentino, Lives', Salvatore Ferragamo... Bn cnh , th trng thi trang ca Vit Nam ang ngy cng tr nn si ng vi s ra i v pht trin ca rt nhiu nhng cng ty thi trang mang thng hiu Made in Vietnam nh Vit Tin, Vit Thng, Nino Maxx, Blue-Exchange, PT 2000, Vit Thy, Sifa

Hot ng kinh doanh ca cc cng ty thi trang c u t mt cch c chiu su. Khng nhng vy, thi trang c nng ln mt bc pht trin mi. Hng lot trung tm thi trang ra i, c nhng cng ty thi trang v ngi mu chuyn nghip, cc doanh nghip hng u ngnh dt may tp trung u t vo i ng thit k mu Cc hot ng gii thiu cc b su tp khng cn n gin ch c mt loi sn phm m mang nt cng nghip, tc l ng b t thit k qun o, mu tc, giy dp, trang sc i km, xu hng mu sc trang im Tt c nhng vic ny ang to c hi cho mt nm mi ngnh thi trang bc thm mt nc thang, hng n sn phm cao cp. Thi trang cao cp dnh cho phi n Vit Nam hin nay vn cha c ph bin rng ri, ch c mt s t cc thng hiu ni a tp trung vo th trng ny. Th nhng, cnh tranh vi cc thuong hiu ni ting ca nc ngoi hin nay c mt ti Vit Nam l mt vn v cng kh khn.

2.2. Quy m th trng :


Th trng thi trang cao cp dnh cho phi n hin nay c s gp mt ca rt nhiu nhng tn tui ln trn th gii nh Gucci, D & G, Pierre Cardin Tuy nhin, s lng nhng thng hiu Vit li rt t. c th cnh tranh c vi cc thng hiu lau i nh Gucci, Pierre Cardin i hi cc thng hiu thi trang Vit Nam phi c mt qu trnh xy dng v pht trin, xy dng c nhng chin lc t ph thu ht khch hng. i vi cng ty c phn thi trang NEM, khch hng mc tiu ca cng ty l nhng ngi t 25 tui tr ln, c thu nhp cao v n nh, c bit l a chung nhng mu m thi trang mi l v c o. Do , hin nay, cc chi nhnh ca cng ty u tp trung vo hai thnh ph ln nht c nc l H Ni v Thnh ph H Ch Minh. y cng chnh l th trng ch yu ca tt c cc cng ty kinh doanh thi trang cao cp ti Vit Nam.

3. Phn tch thng hiu

3.1. Gii thiu s nt v cng ty

Tn cng ty: Cng ty c phn Thi Trang NEM

Loi hnh: Cng ty c phn Nm thnh lp: 2002 Ngnh ngh kinh doanh: May mc Ch tch hi ng qun tr: TRNG VIT BNH Tng gim c: ONEIL DRUMMOND Nh thit k: THIERRY VINCENCE

Tn trang web: www.newnem.com

Quy m hot ng: H Ni v Thnh ph H Ch Minh Cng ty c phn thi trang NEM tuy mi thnh lp c mt vi nm nhng khng nh c tn tui ca mnh trong lng thi trang vi rt nhiu b su tp c trnh lng, to c n tng su sc vi nhng ngi am m thi trang. Hin nay, cng ty c 4 ca hng, tp trung hai thnh ph ln l thnh ph H Ch Minh v H Ni, cung cp cho ngi tiu dng nhng mu thit k c o v n tng.

3.2 Thng hiu:


Tuy mi ra i cch y vi nm nhng NEM to c v th ca mnh trong lng thi trang thng hiu Vit. Bng mt phong cch n tng v c o, NEM li trong lng khch hng n tng mt thng hiu thi trang vi v p sang trng, quyn r ca thi trang Php.

Chng ta c th thy Logo ca Nem c thit k tinh t vi s kt hp gia hai mu xanh v trng, mang tnh in hnh ha cao, c quy cch cht ch c ng.

Cu Slogan ch ra s khc bit ca sn phm so vi nhng thng hiu thi trang cao cp khc ti Vit Nam. Slogan i km vi nhn hiu NEM gia tng sc mnh ca nhn hiu trong nhn thc ca khch hng v h tr cho chin lc nh v ca NEM. Slogan ca NEM n gin nhng d i vo lng ngi NEM-V p quyn r thi trang Php. Nh thit k THIERRY VINCENCE nh thit k c quyn ca thi trang NEM kt hp thi trang quyn r ca nc Php c knh m hin i vi v p truyn thng ca dn tc Vit Nam to nn nhng b thit k v cng n tng v c o. chnh l yu t cng ty NEM xc nh nh v sn phm ca mnh so vi cc i th cnh tranh. Tuy nhin, tr thnh mt thng hiu c tn tui phi mt kh nhiu thi

gian, cng sc v tin bc. T khi trnh lng n nay, th phn ca cng ty thi trang NEM vn chim t l rt t so vi mt s cng ty thi trang Thng hiu Vit nh Vit Tin, Vit Thng, Nino Maxx, Blue-Exchange,

3.3. Sn phm:
Cng ty c phn thi trang NEM cung cp sn phm thi trang cc loi cho c nam v n. Th nhng, khi nhc n NEM, ngi ta s ngh ngay n thng hiu thi trang cao cp dnh cho n gii.

Khch hng mc tiu : Khch hng mc tiu ca NEM l nhng ngi t 25 tui tr ln, c thu nhp cao v n nh, c bit l a chung nhng mu m thi trang mi l v c o.

Dng sn phm:
Dng sn phm chnh ca NEM l thi trang cng s. Thi trang cng

s nhm tn vinh nt p sang trng ca ph n ni cng s . Tng ng nt ct may chi tit, t m, ha tit n gin hi ha, pha trn kho lo cc cht liu linen, cotton cao cp to nt thanh lch nhng khng qu cu k thch hp kh hu theo tng ma. Mu sc cc b su tp ca thi trang NEM ty theo tng ma. Ngai cc mu truyn thng ni cng s nh: trng en xm, kem, cn c cc mu rt nng ng, ti sng, tr trung.

Ngoi ra, dng thi trang d hi v thi trang do ph cng l nhng

dng sn phm ni bt khi nhc n thng hiu NEM. Vi phong cch duyn dng v sang trng, nhng b vy d hi v trang phc do ph ca NEM cng to ra cho khch hng s thoi mi.

NEM cho ra i rt nhiu b su tp t khi trnh lng nh: B su tp S m hoc k o, Nem Luxury, Nem vi Stars, Tinh khi, Spring-Summer 2008 Cc cht liu chnh to nn sn phm thi trang ca NEM l co gin, th, kaki, len, voan, phi bngto nn s thoi mi v tin dng dnh cho khch hng.

Phong cch: Thi trang Nem mang phong cch c trng thi trang Php sang trng, thanh lch, cc k quyn r. T cc b thi trang cng s nh nhng, n sc sn phm m do ph, m d hi. Phong cch chnh ca NEM l: n gin m han ho. Cng ty thi trang NEM kho lo chn yu t phong cch nh v sn phm ca mnh so vi i th cnh tranh.

Dch v: Cc dch v ti cc ca hng thi trang NEM l t vn thi trang cho khch hng, khch hng gi in chn size s c chuyn hng n tn ni, min ph cng vn chuyn v sa trang phc mi mua cho va hnh th theo yu cu ca khch hng.

Ngoi ra, cng ty cn thc hin chng trnh b sung c bn. y l chng trnh h tr trc tip ti ca hng hoc thng qua Internet khi trang phc ca khch hng b h hng trong qu trnh s dng (cung cp chi tit thay th). Khng nhng vy, ti cc Beauty Salon ca NEM, khch hng s c cung cp nhng dch v nh massage, facial, waxing

im ni bt: Cc sn phm thi trang ca NEM c mu sc ti sng, cht liu cao cp, kiu dng sang trng, phong cch hin i thch hp cho tng gii theo tng dng sn phm vi V p quyn r thi trang Php. Cc b su tp mi lun c cp nht nhanh nht. c trng ca NEM l lun to ra cc sn phm thi trang ph hp vi mi trng, ph hp vi tng ngi ca cc i tng khch hng nhm lm ni bt nhng nt p hnh th ca ngi mc trang phc Cc ca hng thi trang NEM, vi thi phc v nhit tnh, s t vn cho khch hng xu hng thi trang hin nay v kiu dng ph hp nht, gip khch hng c th tm cho mnh mt b cnh ph hp cho mnh. Chnh nh nhng im ni bt ny, NEM khng nh c thng hiu ca mnh trong lng thi trang hin nay.

3.4 Gi
NEM chn yu t phong cch nh v sn phm ca mnh, to ra s ni tri v khc bit so vi i th cnh tranh, th nhng d to dng v pht trin mt thng hiu phi c t trong mt chin lc v chng trnh tip th hn hp (marketing mix) tng th v hiu qu. Do vy, chin lc gi cng l mt chin lc cc k quan trng trong vic xy dng v pht trin thng hiu ca NEM. Thi trang NEM p dng chnh sch gi cao. NEM l thng hiu cua thi trang cao cp, do vy gi cc sn phm ph hp vi nhng ngi c thu nhp cao v n nh.

Cng ty p dng bn mc gi dnh cho sn phm: Di 200.000 ng, T 200.000 n 500.000 ng, T 500.000 ng n 1.000.000 ng, v trn 1.000.000 ng
Di 200.000 ng: S lng sn phm c mc gi ny rt t, thng

ch tp trung vo nhng sn phm gim gi


T 200.000 ng n 500.000 ng: Tng t nh trn, mc gi ny

thng cng ch p dng cho nhng sn phm gim gi trong cc t l, tt, nhm a ra thu ht khch hng n sau
T 500.000 ng n 1.000.000 ng: Cc sn phm mc gi ny rt

a dng, nhiu mu m, ph hp vi xu hng thi trang ca nhiu khch hng.


Trn 1.000.000 ng: y l mc gi p dng cho cc sn phm l

nhng mu thit k mi l v c o vi cht liu cao cp, to cho khch hng s sang trng, thanh lch v quyn r.

3.5 Hot ng truyn thng thng hiu:


Thi bui n qung co, ng qung co, xi hng c thng hiu, s thnh cng ca nhng thng hiu thi trang Vit khng nm ngoi quy lut ny. Bt k cng ty no u phi tri qua con ng xy dng thng hiu. Thi trang NEM cng v ang xy dng cho mnh mt thng hiu vng vng trong th trng thi trang Vit Nam bng rt nhiu hnh thc. Ngoi vic khng nh thng hiu bng tng thit k, mu m, cht lng, NEM cn qung co thng hiu ca mnh n khch hng bng cc hot ng truyn thng thng hiu.

Chin lc qung co: NEM y mnh cc hot ng truyn thng thng hiu ca mnh di nhiu hnh thc. Vi nhng thng ip n tng v ngha, Logo ca NEM cng vi Slogan V p quyn r thi trang Php c chuyn ti n khch hng thng qua nhiu cc hot

ng trn bo ch v cc website. Thi trang Nem ch trng vic da tin tc trn cc bo, c bit l cc tp ch thi trang v gia nh. Cc Website in t v thi trang cng c s gp mt ca NEM gip cho khch hng c mt ci nhn kh n tng v sn phm. T , khch hng s c t vn v chn mua cho mnh mt b cnh tht p khi n cc ca hng ca thi trang NEM, cng nh khi mua hng ca thi trang NEM trc tuyn.

Chin lc khuyn mi, gim gi sn phm: NEM lin tc a ra nhng chin dch gim gi rm r t 20% n 70% thu ht nhng khch hng n sau, tc l nhng khch hng cha c iu kin mua sn phm vi gi ban u. Chin dch gim gi tp trung vo nhng lc giao ma, nhng dp l, dp tt dnh cho c nhng sn phm ch mi a ra th trng t 1 n 2 tun. n thm h thng bn hng ca NEM, chng ta s thy khng kh tng bng ca cc t gim gi vi mt s lng khch hng khng nh. Ngoi ra, NEM cn gim gi 10% cho khch hng mua sn phm t 10.000.000 ng tr ln.

Pht hnh th NEM VIP CARD: dnh cho nhng khch hng mua sn phm vi gi tr ln s c hng rt nhiu u i: Khch hng s c gim gi 10% trn ha n thanh ton cho nhng ln mua k tip.
c mua hng

gim gi u tin trong vng 3 ngy u ca

chng trnh trn ton b h thng NEM. c nhn cc dch v u i ca i tc ca NEM nh VERA, KOSE, PRUDENTIAL, SAIGON TOYOTA, VCB

PEARL, CARD SG24,

Cc hot ng ti tr: Bn cnh nhng hot ng qung co truyn thng nh to cc tin tc trn bo ch, cc trang web in t, thi trang NEM cn y mnh cc hot ng qung co cho thng hiu ca mnh thng qua cc chng trnh Game show v cc b phim truyn hnh.

NEM l nh ti tr cho cc MC ca cc chng trnh truyn hnh

VTV, HTV, SCTV, BTV ng thi l nh ti tr cho cc chng trnh: Cho ngy mi, Sc mu ph n, Siu th may mn, Ti yu Vit Nam, Hy chn gi ng
Ngoi ra, NEM cn l nh ti tr ca cc b phim truyn hnh nh:

Ba chng tui hi, Bng bn chng, Chy n, Nhp p tri tim, Chuyn tnh...

Ngoi ra, cc ca hng ca thi trang NEM cn t chc cc cuc thi tm hiu v thi trang. Cc khch hng s tr li thng qua trang email ca cc ca hng. Nu khch hng tr li ng s nhn c nhng gii thng c gi tr t thi trang NEM. Chng trnh ny c t chc thng xuyn hng thng. Bn cnh , nhng khch hng c cu hi hay gi v cho thi trang NEM cng s nhn c nhng phn qu hp dn.

3.6 i th cnh tranh


Khi nim thi trang khng cn xa l vi ph n Vit Nam, gi y, n c xem l nhn t quan trng to nn nhng nt vn ha y hp dn. Do vy, ngy cng nhiu cc thng hiu thi trang trn th gii n u t ti Vit Nam to ra nhng bc ngoc ln cho ngnh thi trang Vit Nam. Khng nhng vy, ngnh thi trang trong nc cng pht tin khng ngng. Thng hiu thi trang Vit ang ngy cng m rng, c bit, trong lnh vc thi trang cao cp, ngy cng xut hin nhiu nhng tn tui ni ting nh Sifa, T-up ca Vit Tin, Tun Vit Fashion Hin nay, i th cnh tranh ca thi trang NEM c rt nhiu, t nhng ng ln trong ngnh thi trang c thng hiu ni ting th gii nh Gucci, Louis Vuitton, CK, Pierre Cardin, Nhng xt mt cch ton din, thi trang NEM cha th cnh tranh c vi cc thng hiu nay. Do vy, i th cnh

tranh chnh ca thi trang NEM hin nay l cc cng ty thi trang cao cpVit Nam nh Sifa, T-Up, Tun Vit Fashion, SXS

Cc yu t Dng sn phm chnh Cc mu thit k

NEM Thi trang cng

SIFA Thi trang cng

TUN VIT FASHION Thi trang cng wear Lch s c in, sang trng tinh t

s, d hi, do ph s, d hi, do ph s, d hi, casual Kt hp thi trang truyn thng Vit v v p hin i thi trang Php Cao Tinh nghch, tr trung nhng lch lm v sang trng Cao (trung bnh 700.000 ng/sn phm) Phn phi rng ri n cc tnh thnh trong c nc Thp hn gi ca NEM v SIFA H thng phn phi rng ri

Gi c

Phn phi

Ch c 4 ca hng ti Thnh ph H Ch Minh v H Ni

3.8. Kt lun:
Sau khi phn tch th trng, phn tch cc im mnh, im yu, c hi v thch thc i vi thng hiu thi trang NEM ta nhn thy: NEM l thng hiu thi trang cao cp c nhiu khch hng a chung vi nhng mu thit k a dng, c o, lch lm, sang trng v tinh t. Ph liu thi trang cao cp cng vi nhng thit k mang v p quyn r ca thi trang Php to cho NEM mt v th vng chc trong th trng thi trang cao cp ti Vit Nam. i ng nh thit k lnh ngh, sng to, nhn vin nhit tnh to cho NEM mt phong cch thi trang chuyn nghip. Tuy nhin, h thng phn phi ca NEM vn cha mnh m, cha p ng c ht cc khch hng mc tiu. Mt s cc sn phm ph i

km cha a dng v ng b, iu ny nh hng gi tr thng hiu cng nh nh hng rt ln n doanh thu v li nhun ca cng ty.

4. Kt lun
Thi trang Nem dn khng nh ch ng ca mnh dng sn phm thi trang cao cp cho n gii, c bit l trang phc cng s hay do ph. Song hnh vi cng nghip thi trang ang trn pht trin, NEM cng dn c nhng bc t ph mi, to nhng n tng su sc cho ngi tiu dng v mu thit k, cht liu v phong cch. Trong thi k hi nhp hin nay, ngnh thi trang Vit Nam gp khng t kh khn khi cc nhn hiu thi trang ln trn th gii b t vo th trng thi trang cn non tr nh nc ta. Th nhng, em hy vng rng, vi nhng chin lc ng n, cng ty c phn Thi Trang Nem s ng vng trong lng thi trang Vit Nam

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