Hng dn vit tiu lun MKT

Hm th 6 tun trc, mnh ngh hc, nn cha cp nht c thng tin v hng dn vit tiu lun mn hc MKT ny, hm nay post c nh tp trung nghin cu, la chn ti v ng k vi lp trng vo ngy th 6 (12/12) nh, v theo k hoch thc hin l chng ta c suy ngh trong 1 tun, v sau 2 ngy lp trng mi np danh sch tn ti cho c gio. Cn thc t th ngy mai lp mnh s i lch hc ASXH l MKT, c gio cng mun c lp ng k ti tiu lun vo ti mai lun, v mun chng ta np vo ngy 31.12 ny m :(. Cn v bi tp phn bit thng hiu v nhn hiu chc l th 6 np cng ok thoai!

Ti liu hng dn vit Tiu lun Mn hc: Marketing

I. I TNG, MC CH 1. i tng Sinh vin i hc (ngnh bo him, k ton, qun tr nhn s). 2. Mc ch - nh gi kin thc tch lu c trong qu trnh hc tp trn lp. im tiu lun c tnh trng s 0.7 trong im tng kt mn hc. - Rn luyn cho sinh vin phng php phn tch khoa hc cc vn trong thc tin v Marketing.

- Rn luyn cho sinh vin phng php thu thp thng tin, ti liu. - Gip sinh vin rn luyn kh nng vit tiu lun, kh nng trnh by mt ni dung khoa hc nh. II. QUY NH V NI DUNG, B CC V TRNH BY 1. Ni dung - Bi tiu lun phi nu v phn tch r cc quan im khoa hc, dng cc ti liu thu thp c m phng v minh chng cho cc quan im, vn nu ra. Mt khc, qua phn tch thc trng c th rt ra cc kt lun v nhng thnh cng (mt mnh, u), nhng hn ch (mt yu km, nhc) v nhng hng gii php pht huy nhng thnh cng (mt mnh, u), v khc phc nhng mt hn ch (mt yu km, nhc), t nng cao hiu qu cng tc Marketing ca t chc. - ti nghin cu do sinh vin la chn da trn c s cc nh hng do ging vin cung cp (hoc yu cu). Tn ti cn ngn gn, y . V d: Chnh sch v nhn hiu sn phm ca hng in thoi di ng Nokia th trng Vit Nam. 2. B cc Tiu lun thng bao gm nhng Chng (phn, mc) sau: Li ni u (nu l do chn ti) CHNG (PHN, MC) I: C s l lun ca vn nghin cu. Nu cc quan im, c s khoa hc trn nn tng l lun ca khoa hc Marketing v vn nghin cu la chn. V d: Nu cc c s l lun v Nhn hiu sn phm v Chnh sch nhn hiu sn phm (L thuyt Marketing v vn ny) CHNG (PHN, MC) II: Phn tch thc trng vn v Marketing m ti nghin cu mt phm vi, t chc c th c trong thc tin. Ni dung chng (phn, mc) ny: Da trn c s s liu thu thp c t thc trng i tng nghin cu v cc c s l lun phn tch nhng thnh cng (im mnh, u) nhng hn ch (mt yu km, nhc im) v nguyn nhn ca nhng thc trng .

V d: Phn tch thc trng xy dng v thc hin cc chnh sch v nhn hiu sn phm ca hng in thoi di ng Nokia th trng Vit nam. - Phn tch quan im khoa hc da trn h thng ti liu thu thp t nhiu ngun, ca mt hoc nhiu t chc; - nh gi chung v thc trng vn nghin cu (nhng thnh cng mt mnh, u v nhng hn ch - mt yu km, nhc im) ca thc trng vn v Marketing nghin cu) CHNG (PHN, MC) III: Cc nh hng, gii php, kin ngh. nh hng, gii php v khuyn ngh nhm pht huy nhng thnh cng (im mnh, u) v khc phc nhng hn ch (mt yu km, nhc) trong hot ng marketing ca t chc. V d: Nhng nh hng, gii php v kin ngh trong xy dng v thc hin cc chnh sch v nhn hiu sn phm ca hng in thoi di ng Nokia th trng Vit Nam. Phn cui ca tiu lun, c: Danh mc ti liu tham kho Ph lc (nu c) 3. V trnh by Tiu lun phi c trnh by ngn gn, r rng, mch lc, sch s, khng c ty xo, c nh s trang, nh s bng biu, hnh v, th (nu c). Tiu lun phi c ng thnh quyn Ba tiu lun phi in trn ba cng (khng nh s th t trang ba, khng bc giy bng knh). 3.1. Son tho vn bn - Yu cu c th vit tay hoc nh my - C nh s trang - Nu c bng biu, hnh v trnh by theo chiu ngang ca kh giy th u bng l l tri ca trang.

- Tiu lun c nh my hoc vit trn mt mt giy trng kh A4 (210*297mm), c s lng trang theo quy nh tng ng cho tng cp o to, c th: 20-25 trang (bc H). 3.2. Cch nh s cc mc - Cc tiu mc ca tiu lun c trnh by v nh s thnh nhm ch s, nhiu nht gm 4 ch s vi s th nht ch s chng. V d: 2.1..3.4. : ch tiu mc 4, ca nhm tiu mc 3, mc 1, chng 2. - Ti mi nhm ca tiu mc phi c t nht hai tiu mc. 3.3. Bng biu, hnh v, cng thc - Bng biu, hnh v phi ngn gn, c ng. - Vic nh s bng biu, hnh v phi gn vi s chng. V d: Hnh 3.1. c ngha l hnh th 1 trong Chng 3. - Mi th, bng biu ly t ngun khc phi c trch dn y (ngun c trch dn phi c lit k chnh xc trong danh mc Ti liu tham kho) Ch : u ca bng biu ghi pha trn bng, u ca hnh v ghi pha di hnh. - Cc bng, hnh v di c th nhng trang ring nhng phi tip theo ngay phn ni dung cp bng, hnh v ln u tin - Cc hnh v phi c v sch s bng mc en c th sao chp li, c nh s v ghi y u , c ch bng c ch s dng trong vn bn. - Khi cp n bng biu, hnh v phi nu r s ca hnh hoc bng biu . V d: c nu trong bng 3.1 hoc hnh 3.2 - Vic trnh by cng thc: phi thng nht trong ton tiu lun v cch trnh by cng thc. 3.4. Vit tt - Ch vit tt nhng t, cm t hoc thut ng c s dng nhiu ln trong tiu lun. - Nu cn vit tt nhng cm t di, nhng mnh ; khng vit tt nhng cm t t xut hin trong tiu lun;

- Nu cn vit tt nhng t, thut ng, tn c quan, t chc th c vit tt sau ln th nht c km theo ch vit tt trong ngoc n (). - Nu tiu lun c nhiu t vit tt th phi c bng danh mc cc ch vit tt (xp theo th t ABC) phn u tiu lun 3.5. Cch trch dn v sp xp danh mc ti liu tham kho - Trch dn ti liu tham kho: Vic trch dn, tham kho ch yu nhm tha nhn ngun ca nhng tng c gi tr v gip ngi c theo c mch suy ngh ca tc gi, khng lm tr ngi vic c Mi kin, khi nim c ngha, mang tnh cht gi khng phi ca ring tc gi v mi tham kho khc phi c trch dn v ch r ngun trong danh mc Ti liu tham kho ca tiu lun. Phi nu r c vic s dng nhng xut hoc kt qu ca ng tc gi. Nu s dng ti liu ca ngi khc v ca ng tc gi (bng, biu, hnh v) m khng ch dn tc gi v ngun ti liu th tiu lun khng c chm im. Nu khng c iu kin tip cn c mt ti liu gc m phi trch dn thng qua mt ti liu khc th phi nu r cch trch dn ny, ng thi ti liu gc c lit k trong danh mc Ti liu tham kho ca tiu lun. Khi cn trch dn mt on hoc t hn hai cu hoc bn dng nh my th c th s dng du ngoc kp d m u v kt thc on trch dn. Nu cn trch dn di hn th phi tch phn ny thnh mt on ring khi phn ni dung ang trnh by, vi l tri li vo thm 2cm. Khi ny m u v kt thc on trch ny khng phi s dng du ngoc kp. Vic trch dn l theo s th t ca ti liu danh mc Ti liu tham kho v c t trong ngoc vung, khi cn c c s trang, v d [12, tr.213]. i vi phn c trch dn t nhiu ti liu khc nhau, s ca tng ti liu c t c lp trong tng ngoc vung, theo th t tng dn [12], [15] - Danh mc ti liu tham kho Ti liu tham kho c xp ring theo tng ngn ng (Vit, Anh, Php). Cc ti liu bng ting nc ngoi phi gi nguyn vn, khng phin m, khng dch, k c ti liu bng ting Trung Quc, Nht (i vi nhng ti liu bng ngn ng cn t ngi bit n c th thm phn dch ting vit i km mi ti liu). Ti liu tham kho xp theo th t ABC h tn tc gi theo thng l ca tng nc:

 Tc gi l ngi nc ngoi: xp th t ABC theo h Tc gi l ngi Vit Nam: xp th t ABC theo tn nhng vn gi nguyn th t thng thng ca tn ngi Vit Nam, khng o tn ln trc h. Ti liu khng c tn tc gi th xp theo th t ABC t u ca tn c quan ban hnh bo co hay n phm, v d: Tng cc thng k xp vo vn T Ti liu tham kho l sch, lun vn, tiu lun, bo co phi ghi y cc thng tin sau: Tn tc gi hoc c quan ban hnh (khng c du ngn cch) (Nm xut bn), - t trong ngoc n, du phy sau ngoc n, Tn sch, tiu lun hoc bo co, (vit in nghing, du phy cui tn) Nh xut bn, (du phy cui tn nh xut bn). Ni xut bn. (du chm kt thc ti liu tham kho). 3.6. Ph lc ca tiu lun Phn ny bao gm nhng ni dung cn thit nhm minh hoc hoc b tr cho ni dung tiu lun nh s liu, mu biu, tranh nh, Ph lc khng c dy hn phn chnh ca tiu lun. III. NH HNG TI C TH LA CHN 1. nh hng ca cc yu t mi trng n hot ng Marketing ca ngnh cng nghip ng tu Vit Nam (doanh nghip B, vin nghin cu C, Siu th D) 2. Hot ng nghin cu th trng khi cc cng ty t nhn trn a bn H Ni (a bn A, B, C) 3. Hot ng ca h thng thng tin Marketing Doanh nghip A (Vin nghin cu B, siu th C, trng hc E) 4. i mi trong hot ng Marketing tp on Samsung trn a bn Vit Nam (Vin nghin cu B, siu th C, trng hc E) 5. Hot ng Marketing trong pht trin sn phm mi cng ty Toyota Vit Nam (Doanh nghip A, vin nghin cu B, siu th C, trng hc E)

6. Cc nhn t nh hng n hnh vi mua vn phng phm ca cc trng hc (trung tm, vin nghin cu ) 7. Cc nhn t nh hng n hnh vi mua ca khch hng l ngi tiu dng a bn H Ni (khch hng tiu dng l sinh vin, hc sinh) 8. Nhng yu t nh hng ti sc mua vn phng phm ca khi c quan nh nc Vit Nam. 9. Xy dng v pht trin th trng mc tiu ca ngnh Da giy Vit Nam (doanh nghip A, vin nghin cu B, siu th C, trng hc E) 10. Chnh sch nhn hiu sn phm ca ngy Dt may Vit Nam (ca trng H LXH, siu th BigC) 11. Chnh sch bao gi trong hot ng Marketing ca cng ty bnh ko Kinh (Siu th A, trung tm thng mi B) 12. Chnh sch Marketing v chng loi sn phm ca cng ty giy Da Ladoda (vin nghin cu B, siu th C, trng hc E) 13. Hot ng chuyn nhng quyn s dng thng hiu (Frenchise) tp on Caf Trung Nguyn (doanh nghip A, siu th B, trng hc C) 14. Chnh sch sn p hm ca tp on Nokia trn th trng Vit Nam (Doanh nghip A, vin nghin cu B, siu th C, trng hc E) 15. Xy dng v hon thin h thng gi tiu th mt s loi sn phm ch yu cng ty Giy Thng nh (ngnh B, siu th C) 16. Thc trng hot ng ca h thng phn phi doanh nghip A (siu th C) 17. Hot ng ca h thng bn l hng tiu dng siu th Big C (trung tm thng mi A) 18. Thc trang hot ng qung co qu truyn hnh lin doanh Honda Vit Nam (doanh nghip A, vin nghin cu B, siu th C, trng hc E) 19. Hot ng xc tin bn hng cng ty c phn VPP Hng H (Siu th B, ca hng C) 20. Hot ng PR Trung tm chm sc ngi cao tui Ph Din T Lim H Ni (tp on bo him A, vin nghin cu B, siu th C, trng hc E)

21. Hot ng bn hng c nhn siu th A (doanh nghip B, trung tm thng mi C) 22. Hot ng Marketing trc tip Sao Kim Phamer (Siu th B) 23. Thc trang xy dng v pht trin thng hiu trng h Quc t RMIT (doanh nghip A, vin nghin cu B, siu th C, trng hc E) 24. Thc trng hot ng chm sc khch hng ca tp on BHNT Bo Vit (cng ty hng khng A, siu th C) 25. Hot ng khuyn mi tng cng ty hng khng VNA (Siu th A, doanh nghip B, trung tm thng mi C) IV. K HOCH THC HIN Bc 1: Gio vin ging dy pht ti liu hng dn vit tiu lun cho sinh vin t nht 6 tit trc khi kt thc mn hc. Bc 2: Mi sinh vin t la chn ly mt hng ti da trn s thch c nhn, kh nng thu thp ti liu v kh nng trnh by ca mnh sau ng k chnh xc tn ti cho lp trng. Thi gian hon thnh: trong vng 1 tun sau bc 1. Bc 3: Lp trng lp v np bn danh sch ng k ti tiu lun mn hc cho gio vin ging dy. Thi gian hon thnh: 2 ngy sau bc 2. Bc 4: Ging vin ch ng b tr thi gian hng dn sinh vin ti lp. Thi gian do ging vin v sinh vin t tho thun. Bc 5: Sinh vin vit v np tiu lun cho lp trng. Sau lp trng np ton b tiu lun c xp theo th t trong danh sch tn ti ca tng hc vin ln vn phng khoa (sinh vin khoa no th np v vn phng khoa ). Thi gian np tiu lun v danh sch ln vn phng khoa theo quy ch v quy nh ca ging vin ph trch mn hc thng bo. (m bo cho sinh vin c t nht 3 ngy hon tt tiu lun sau khi kt thc chng trnh). Bc 6: (nu c) B mn chia cc tiu ban chm tiu lun nhm v ln lch, thng bo vi cc b phn, c nhn c lin quan v t chc cho cc nhm sinh vin thc hin bo vc (theo cc tiu ban chia). Sinh vin xem lch bo v tiu lu - c thng bo qua ging vin ph trch mn hc v vn phng b mn qun tr doanh nghip. Lu : Ging vin ch ng c k hoch thc hin c th ring cho tng lp ph hp vi quy nh chung trn.

V. TIU CH CHM IM STT 1 2 3 TIU CH IM TI A 1 2 4 2 1 10

B cc hp l, r rng Tnh chnh xc, y ca l lun Tnh trung thc ca ti liu, kh nng thu thp v phn tch ti liu 4 Tnh sng to v kh thi ca gii php 5 Trnh by vn bn v vn phong Tng Ghi ch:

- Tnh trung thc ca tiu lun ni chung do cc ging vin chm tiu lun nh gi. Tu mc m tiu lun c th b tr 50% n 100% s im nu pht hin tnh khng trung thc ca bi tiu lun. - Trn y l nhng hng dn chung. Nhng vn c th do gio vin trc tip ging dy hng dn thm T TRNG B MN Ths. Phan Th Phng Tags: mkt Monday December 8, 2008 - 11:05pm (ICT) Next Post: Unit 9 _ Translate np ti th 4_10/12 Previous Post: Bi luyn dch chiu T7 (6/12)
y l phin bn html ca tp http://dungnt.fem.googlepages.com/TLMHMKTCBPhuong.HoangQuynhSunsilk-QC.pdf. G o o g l e t ng to ra nhng phin bn html ca cc ti liu khi chng ti crawl web.

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TRNG I HC BCH KHOA H NI Khoa Kinh t v Qun l ---o0o---

TIU LUN MARKETING C BN ti: Tm hiu cch tin hnh qung co sn phm chm sc tc Sunsilk ca cng ty Unilever
Sinh vin :Hong Qunh Phng Lp

: TCKT k48 Ngi Hng dn : ThS. Nguyn Tin Dng H Ni 10/2006

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Tiu lun marketing c bn

Mc lc
Trang
Phn I: Tm tt c s l thuyt v Qung Co 3 Phn II: Tm hiu vic thc hin qung co qua truyn hnh ca cng ty Unilever Vit Nam i vi du gi u Sunsilk. I. Cng ty Unilever Vit Nam 7 II. Sn phm du gi u Sunsilk 11 III. Tm hiu v chin lc Qung Co qua truyn hnh 12 ca Sunsilk Phn III: Mt s xut hon thin i vi doanh nghip 1) nh gi Qung co 18 2) Gp sut 18 Ph Lc: 20 Ti liu tham kho 23
Hong Qunh Phng - Email: phuonghq@gmail.com 1

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Tiu lun marketing c bn

Li M u
Qung co l mt trong nhng k ngh ln nht ca x hi t bn v chng ta phi ging co vi nhng mi gi mi ngy v n lun lun nh vo th hiu v lng ham mun ca con ngi. Theo Anh Quc Bch Khoa T in th trong nm 1997 th gii chi dng 1,400 t M

kim cho vic qung co v con s ny gia tng mi nm. Th gii t bn sng nh tiu th v qung co l con ng thc y ngi ta tiu th. Do chng ta khng ngc nhin khi thy s tin khng l c s dng cho qung co. Chnh chng ta l khch hng ca qung co hng ngy trn i pht thanh, truyn hnh, sch v, bo ch, cc bng qung co ngoi ng ph, trn mn nh trong rp chiu bng, bn hng v ng sau xe but, my bay bay trn tri... C th ni l qung co mi ni, mi ch, mi lc, mi hnh thc. V ngy nay qung co khng cn l ci ring ca x hi t bn, n tr thnh mt ngh thut truyn t thng ip n mi ngi trn ton th gii. Bi tiu lun ca em, tm hiu mt gc nh trong lnh vc qung co, c hon thnh qua qu trnh tham kho nhiu website, bi ging, qua doanh nghip la chn. Vic tip xc v ly mu ngu nhin t nhiu ngun. Tuy nhin cch nhn nhn ca em cn mang tnh ch quan, em rt mong thy gp em c th hon thin hn bi vit ca mnh cng nh rt kinh nghim cho nhng bi vit tip theo. Em xin chn thnh cm n ThS Nguyn Tin Dng hng dn em hon thnh bi tiu lun ny ! Sinh Vin Hong Qunh Phng Hong Qunh Phng - Email: phuonghq@gmail.com 2

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Tiu lun marketing c bn

Phn I: Tm tt c s l thuyt v Qung Co

1. nh ngha: Qung co c th hiu l mt thng ip mang tnh cng cng v c sc thuyt phc. Thng ip hin th v qung b sn phm, dch v ca doanh nghip, mc tiu l tm kim nhng khch hng tim nng. Hy tng tng Marketing ging nh mt chic bnh. Cc phn ca chic bnh tng ng vi: qung co, nghin cu th trng, truyn thng, PR, nh gi sn phm, phn phi, h tr khch hng, chin lc bn hng v thu ht cng ng. Qung co ch l mt ming bnh trong ton b chic bnh Marketing . 2. Thc hin Qung Co nh th no? 2.1 Xc nh mc tiu qung co C 3 loi mc tiu : Thng bo, thuyt phc, nhc nh. Qung co vi mc tiu thng bo nhm: + Ni cho khch hng bit v sn phm mi: m t cc dch v sn c + Nu nhng gi tr s dng mi ca sn phm: sa cha nhng n tng sai lm + Thng bo v s thay i gi: lm cho khch hng bt lo lng, s hi + Gii thch sn phm lm vic nh th no : xy dng hnh nh ca cng ty + Thng c dng trong giai on gii thiu sn phm. Qung co vi mc ch thuyt phc nhm: + Xy dng s a thch thng hiu sn phm hn cc thng hiu khc + Khuyn khch khch hng chuyn sang thng hiu ca cng ty + Thay i nhn thc ca khch hng v nhng c tnh ca sn phm + Thng c dng trong giai on tng trng Qung co vi mc tiu nhc nh nhm: + Nhc khch hng rng sn phm vn cn thit cho h trong tng lai gn + Qu quyt rng vic la chn ca khch hng l ng ( qung co tng cng)

+ Thng c dng trong giai on bo ho. Mc tiu qung co thng c c t ra mt cch c th v cc kha cnh: th trng mc tiu, mc tiu truyn thng, s thay i mong i v khong thi gian c c s thay i mong i . 2.2 Quyt nh ngn sch qung co Xc nh mt ngn sch qung co va phi l rt kh. Nhiu ngi ch trch v nhng nh sn xut hng tiu dng tiu qu nhiu vo qung co, cn nhng nh sn xut hng cng nghip th li tiu qu t. Cc nhn t cn cn nhc khi xy dng ngn sch qung co: Giai on trong chu k sng ca sn phm: giai on u c th chi tiu nhiu hn, cn giai on sau c th chi tiu t hn ( theo phn trm ca doanh s bn). Hong Qunh Phng - Email: phuonghq@gmail.com 3

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Tiu lun marketing c bn Th phn: cc thng hiu c th phn cao cn mt lng chi ph qung co va phi duy tr th phn trong khi cc thng hiu c th phn thp mun tng th phn phi tng mnh chi ph qung co. Cnh tranh: khi cc i th cnh tranh chi tiu nhiu cho qung co, thng hiu ca cng ty cng phi c qung co nhiu c th thot ra khi nhiu Tn s qung co: thng thng c th thuyt phc mt ngi tiu dng, ngi phi c tip xc vi qung co t nht ba ln. 2.3 Quyt nh v thng ip: a. Khi to thng ip: Trc ht, doanh nghip cn c tng v thng ip sp trnh by. Vic khi to tng qung co c th da vo khch hng, cc nh phn phi, chuyn gia, nhng qung co ca i th cnh tranh. Sau , doanh nghip s xy dng hoc thu mt hng qung co xy dng mt s phng n qung co theo tng c. Nu doanh nghip cng c nhiu phng n, n s cng c c hi pht trin c mt qung co hp dn nht. Tuy nhin, doanh nghip s mt thi gian v chi ph nhiu hn. b. nh gi v la chn thng ip: 3 tiu chun thng c s dng nh gi mt thng ip l: Kh nng to c mun: sau khi xem qung co khch hng s a thch sn phm hn v mun mua sn phm nhiu hn. Kh nng to nim tin: sau khi xem qung co, khch hng thy l nhng tnh tit trong qung co c th tin cy c. Tnh c o: thng ip khng lp li ni dung, phong cch ca nhng qung co c v cn chuyn ti nhng thng tin hay phong cch c sc cho ngi xem. 2.4 Thc hin thng ip Ngi qung co phi chun b mt bn tho ni dung qung co trong nu r: mc ch, ni dung, phong cch lp lun, ging iu, t ng v hnh thc ca thng ip sp ra i. V phong cch lp lun, doanh nghip c th la chn cch nhn mnh vo l tr hay nhn mnh vo cm xc. Nhn mnh vo l tr: s dng nhng bng chng khoa hc, nhng lp lun logic, cao li ch ca sn phm bng cch dng nhng ngun pht thng ip ng tin cy, c mn m, thch hp vi sn phm ( nh ngi sao in nh, ca nhc, th thao, ngi mu thi trang ..), chuyn gia chng thc cho sn phm.

 Nhn mnh vo cm xc: s dng nhng hnh nh lng mn, to cm gic d chu, hay n tng mnh cho ngi xem. Khng c nhng tranh lun trc tip v li ch ca sn phm. V ging iu c th l nghim tc hay hi hc: Nghim tc: s dng s lp lun chnh xc, c cn c khoa hc thuyt phc khn gi Hi hc: s dng nhc vui nhn, tnh tit gy ci hp dn khn gi. Hong Qunh Phng - Email: phuonghq@gmail.com 4

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Tiu lun marketing c bn V t ng, thng ip qung co nn dng nhng t ngn, d nh, d thu ht s ch . V hnh thc, thng ip qung co cn phi hp hi ho v kch thc, ch vit, mu sc, cht liu. i vi cc qung co in n hay trn truyn hnh, ngoi tri, kch thc ln hn thng gy nh hng mnh hn. Cc qung co mu thng c n tng hn so vi qung co en trng, tuy nhin mt trang qung co en trng trong mt tp ch in mu li c th tc ng rt mnh ti nhn thc ca ngi xem. 2.5 Quyt nh v phng tin v truyn thng a. Quyt nh v phm vi v tn sut: Phm vi bao ph R l s ngi c tip xc vi thng ip qung co t nht 1 ln trong thi gian chin dch. Tn sut F l s ln bnh qun mt ngi c tip xc vi thng ip qung co trong thi gian chin dch. T ngn sch qung co, doanh nghip c th tnh ra phm vi bao ph da trn mt tn sut gi nh. Tng s tip xc E= FxR s gip c tnh chi ph nu bit chi ph phn nghn ( chi ph tip xc vi mt nghn ngi). Trong nhiu trng hp, doanh nghip phi nh i gia R v F.R l quan trng hn khi a ra mt sn phm mi hoc mt thng hiu mi, vo mt th trng mc tiu cn cha c xc nh. Mt khc, F quan trng hn khi c cnh tranh mnh, s t l t chi cao ca ngi tiu dng. Thng thng F c tnh u tin cao hn R. L do l cn phi c mt s ln tip xc nht nh mi gy nh hng n thi ca khn gi mc tiu v nhc cho khch hng khi qun. b. La chn phng tin truyn thng chung C nhiu loi phng tin truyn thng chung m doanh nghip c th s dng. im quan trng l doanh nghip cn nm chc u nhc im ca tng loi phng tin vn dng cho mc tiu qung co ca mnh. Bng di y tm tt u nhc im ca cc phng tin truyn thng chung l bo, tp ch, truyn hnh, pht thanh, gi th trc tip v bin qung co ngoi tri. c. La chn cc phng tin truyn thng c th Sau khi la chn mt phng tin truyn thng chung, nh marketing cn nghin cu nhng phng tin c th trong phng tin truyn thng chung chn. Th d nh bo c chn l phng tin qung co chung, nhng doanh nghip s qung co trn bo no. Nhng im cn cn nhc khi la chn phng tin truyn thng chung v c th l : Mc tiu ca chng trnh qung co: nu mc tiu l to nn R ln, cn chn phng tin c bao ph rng. Thi quen s dng phng tin truyn thng ca khn gi mc tiu c im ca sn phm: sn phm tiu chun hay chuyn dng, gi tr cao hay gi tr thp. c im ca thng ip: cn s dng hnh nh hay khng cn. Chi ph phn nghn (CPM): chi ph c c 1000 ngi tip xc vi qung co. Vi phng tin l bo ch, CPM c tnh nh sau: CPM = (Chi ph qung co x 1000 )/ S lng lu hnh.

Hong Qunh Phng - Email: phuonghq@gmail.com 5

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Tiu lun marketing c bn d. Quyt nh v lch qung co Sau khi la chn mt phng tin c th, doanh nghip cn xc nh lch tng th v lch chi tit i vi cc thng ip qung co ca mnh. Lch tng th l lch phn b cc khong thi gian qung co trong quan h vi xu th ma v trong nm, tc l vo nhng thng no trong nm. Lch chi tit l lch phn b thi gian qung co trong mt giai on nh, chng hn nh tun no trong thng, ngy no trong tun, gi no trong ngy, t cng tc ng cao nht. 2.6 nh gi hiu qu qung co Hiu qu ca qung co c th c o mt cch trc tip hoc gin tip. Thc o trc tip l hnh vi p ng li ca khch hng. Cc th d v kim tra trc tip l s cu hi, cuc gi t khch hng hi thm thng tin sau khi trnh chiu mt qung co v sn phm. Tuy nhin cch o trc tip c s s dng rt hn ch. Cch o lng gin tip c thc hin o thi v thi c lin quan n hnh vi. Mt cch o thng dng l kim tra mc ghi nh ca khch hng. Trc khi c a ra thc hin cho cng chng thy, cc qung co thng c kim tra trc. Mt nhm khch hng chn lc c mi ti xem hay nghe mt chng trnh th nghim qung co. Sau khi xem chng trnh , khch hng s tham gia tr li mt s cu hi. -----------------Hong Qunh Phng - Email: phuonghq@gmail.com 6

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Tiu lun marketing c bn

Phn II: Tm hiu vic thc hin qung co qua truyn hnh ca cng ty Unilever Vit Nam i vi du gi u Sunsilk.
I. Cng ty Unilever Vit Nam Trong nhng nm gn y, sc cnh tranh gia hng ho Vit Nam v hng ho nc ngoi din ra ht sc quyt lit, c bit l cc sn phm c xut x t cc cng ty a quc gia hin ang c mt v thng lnh trn th trng Vit Nam. Unilever - Vit Nam cng l mt trong s nhng i gia ln trn th trng hng tiu dng, hng nm cung cp mt lng ln cc mt hng thit yu cho sinh hot hng ngy ca ngi tiu dng Vit Nam nh: kem nh rng P/S, du gi u Sunsilk, bt git Omo, v.v y khng ch l mi e da cho cc nh sn xut trong nc m cn l tm gng cc doanh nghip hc hi v kinh nghim marketing ca mt cng ty a quc gia ln c tm c th gii. C th ni, cng ty Unilever c mt chin lc tip th chu o v y tnh sng to nhm nh bng tn tui v thu ht sc tiu th ca khch hng i vi sn phm ca cng ty. Cng ty tn dng i a nhng im mnh vn c ca mnh cng nh pht huy c nhng c hi ca th trng mang li ngun doanh thu khng l hng nm cho cng ty. Sau y l mt vi phn tch c bn v chin lc marketing ca cng ty. 1.im mnh ca cng ty o c s h tr ca tp on Unilever ton cu nn c nn ti chnh vng mnh. o Chnh sch thu ht ti nng hiu qu: Quan im ca cng ty l Pht trin thng qua con ngi, thng qua cc ngy hi vic lm cho cc sinh vin sp tt nghip ca cc trng i hc

danh ting t o to nn cc qun tr vin tp s sng gi cho ngun nhn lc ca cng ty. Ngoi ra, cng ty cng c ch lng bng, phc li tho ng v cc kho hc tp trung trong v ngoi nc cho nhn vin nhm nng cao nghip v ca h o Tnh hnh nghin cu v pht trin cng ngh ca Unilever Vit Nam lun c ch trng v u t tho ng. c bit, cng tc R&D rt hiu qu trong vic khai thc tnh truyn thng trong sn phm nh du gi u b kt, kem nh rng mui. Cng ngh hin i k tha t Unilever ton cu, c chuyn giao nhanh chng v c hiu qu r rt. Hong Qunh Phng - Email: phuonghq@gmail.com 7

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Tiu lun marketing c bn o Gi c tng i chp nhn c, trong khi cht lng rt cao, khng thua hng ngoi nhp. o Mi trng vn ho doanh nghip mnh, i ng nhn vin tr thc v c tinh thn trch nhim v mc tiu chung ca cng ty, c bit cc quan h vi cng chng rt c ch trng ti cng ty. Hong Qunh Phng - Email: phuonghq@gmail.com 8

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Tiu lun marketing c bn 2.im yu ca cng ty o Gn y, Unilever phi ct gim ngn sch o Cc v tr ch cht trong cng ty vn do ngi nc ngoi nm gi. o Vn cn nhng cng ngh khng p dng c ti Vit Nam do chi ph cao, v vy phi nhp khu t nc ngoi nn tn km chi ph v khng tn dng c ht ngun lao ng di do v c nng lc Vit Nam. o Gi c mt s mt hng ca Unilever cn kh cao so vi thu nhp ca ngi Vit Nam, nht l nhng vng nng thn. o L mt cng ty c ngun gc chu u, chin lc qung b sn phm ca Unilever cn cha ph hp vi vn ho ng. 3. C hi t cc yu t mi trng bn ngoi o Ch trng ca cc b ngnh Vit Nam l cng thng nht xy dng nn kinh t Vit Nam theo xu hng cng nghip ha, hin i ha; trong u tin thu ht u t nc ngoi, c bit t cc cng ty xuyn quc gia v a quc gia nh Unilever tng ngn sch. o Th trng trong nc (bn bun, bn l, lu chuyn hng ho) pht trin hn nhiu. V c s h tng cc thnh ph ln, nht l TPHCM v ang c u t thch ng, trc mt l ngang bng vi cc nc trong khu vc. o Trong bi cnh khng b, chin tranh, dch bnh , v.v.. thi gian qua, nn chnh tr Vit Nam c nh gi l n nh v c bu chn l mt trong nhng im n an ton nht khu vc chu -Thi Bnh Dng ni ring, v mang li s an tm cho cc nh u t nc ngoi. o Trnh dn tr Vit Nam tng i cao, nht l khu vc thnh th. T l ngi tt nghip i hc, cao ngkh cao so vi cc nc; hn na lao ng tr c Vit Nam gii xut sc v cng ngh - nn y cng l mt ngun nhn lc kh di do cho cng ty. o Khch hng mc tiu ca nhiu sn phm m Unilever Vit Nam kinh doanh l gii tr th h X (nhng bn tr tui t 18-29), hin c phn t lp v phng khong, t tin hn th h trc. H s l ngi a ra quyt nh cho phn ln cc vn trong cuc sng, bao gm vic chn mua nhng sn phm hng tiu dng. o Vit Nam l mt quc gia t do v tn gio nn vic phn phi, qung co sn phm khng phi chu nhiu rng buc qu kht khe nh nhiu nc chu khc.

o Vit Nam c c cu dn s tr v ph bin m hnh gia nh m rng (gm c ng b, c ch, v.v), to nhiu c hi cho Unilever v y chnh l khch hng mc tiu ca cng ty. o Vit Nam nm v tr tng i thun li trong khu vc, c ng b bin di, nhiu cng bin ln thun li cho vic xut khu hng ho khi cng ty Unilever bt u ch trng n xut khu trong tng lai gn. o Unilever n Vit Nam khi th trng hng tiu dng y cn mi, c nhiu t kinh doanh. Hong Qunh Phng - Email: phuonghq@gmail.com 9

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Tiu lun marketing c bn 4. Thch thc t cc yu t mi trng bn ngoi o Tc tng trng kinh t ca Vit Nam cn thp cho thy kh nng tiu th sn phm cao. o Ti chnh, tn dng Vit Nam khng pht trin, th trng chng khon cn manh mn. Thm vo , h thng vin thng, thng tin lin lc, cc in thoi, bu in v Internet c mc gi thuc hng cao nht th gii. Do , vic a Internet vo kinh doanh l khng th thc hin c i vi Unilever, mc d cng ty nhiu ln cp n mc tiu ny nh mt cch tip cn khch hng v qung b sn phm thnh cng cc nc cng nghip pht trin. o B lut thng mi cn nhiu bt li cho nh u t nc ngoi, nht l chnh sch thu quan v thu sut cao nh vo cc mt hng c xem l xa x phm m Unilever ang kinh doanh nh kem dng da, sa tm, o Gii tr Vit Nam cng b nhiu ch trch t pha x hi do xu hng n chi, hng th ca khng t thanh nin gy nhiu bt bnh trong ngi ln tui, nghim khc Mt s kin cho rng chnh cc cng ty a quc gia c ng, mang li li sng hng th phng Ty, vn xa l vi ngi chu m nht l mt nc cn t nhiu t tng phong kin, l gio nh Vit Nam. o Chnh sch dn s - k hoch ha ca chnh ph s khin trong vi thp nin na, lp tr s gi i v c cu dn s gi s khng cn l li th cho Unilever. Ngoi ra, nhng gia nh m rng mc trung lu (c cu gia nh ph bin nht Vit Nam), vic chn mua mt sn phm, nht l sn phm cao cp, thng c cn nhc rt k lng. V vy, nhm ny tiu th nhng mt hng chm sc c nhn (personal care) cao cp khng nhiu nh nhm SSWD (single - c thn , separate - sng ring , widowed - go ph, divorced - ly d) cc nc t bn. o Kh hu nhit i nng m khng ph hp vi mt s sn phm c xut x t cng ty m chu u. o Trong bi cnh th trng hng tiu dng cung ang ln hn cu, nhiu cng ty mi chen chn vo v cnh tranh s rt gay gt cho cng ty Unilever. Cc sn phm ca Unilever Vit Nam: Hong Qunh Phng - Email: phuonghq@gmail.com 10

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Tiu lun marketing c bn II. Sn phm du gi u Sunsilk: Sunsilk l mt trong nhng sn phm lm p ni ting ca Unilever, c mt trn 80 quc gia trn th gii. Sunsilk v ang c mt ti th trng Chu u ni m cc thng hiu du gi u ang ang pht trin rt mnh. Ni n thng hiu Sunsilk : - Du gi u s 1 Chu - Bn c trn 1 t bng Anh 1 nm

- Sn phm c c bn 80 quc gia trn th gii. - Gii thng: nm gi k lc Guinness Th gii v gi c nhiu u nht v to nhiu kiu tc nht trong 1 ngy. Trong vi nm gn y du gi u Sunsilk c v tr trong lng ngi tiu dng Vit Nam, l mt trong nhng mt hng chm sc tc c ch em ph n a chung v tin dng. Tnh ring nm 2003 v na u nm 2004, Sunsilk c nh gi l c nhng thnh cng vt bc trong kinh doanh. Thi im , doanh thu ca Sunsilk tng trung bnh 10% so vi cng k nm trc, th phn ca Sunsilk trn th trng du gi u chu tng ln ng k. Cc nhn hiu Sunsilk c c bit ho v phc v nhiu phn khc th trng khc nhau. nh gi v cht lng ca sn phm: Sunsilk c coi l thng hiu du gi u c cht lng cao, hp vi tc ngi chu , s chng thc ca sn phm khng ch c truyn b qua qung co tip th m cn c nhng ngi tiu dng nh gi. Thnh cng ca Sunsilk l nh s thc thi mt chin dch truyn thng sng to, i mi v c sc trn knh truyn thng. Hnh nh mt vi sn phm chm sc tc ca Sunsilk: Hong Qunh Phng - Email: phuonghq@gmail.com 11

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Tiu lun marketing c bn III. Tm hiu v chin lc Qung Co qua truyn hnh ca Sunsilk: 1. Mc tiu qung co: Thng bo - Nh sn xut mun thng bo cho khch hng bit v loi du gi u c tnh nng mi trong b su tp Sunsilk. V d: + Sunsilk b kt: chit xut tinh cht t b kt lm tc mt m en ng. + Sunsilk nhn sm: cc dng cht t c nhn sm gip cho tc kho, chng gy rng tc. + Sunsilk sa chua: gip tc tr trung v mm mi. + Sunsilk Protein v kem dng tc: b sung dng cht cho tc, duy tr mi tc p. (siu mm mt) + Cc sn phm du x ca Sunsilk cng chng loi vi du gi u. + Cc sn phm dng tc ca Sunsilk. . - Nh sn xut mun thng bo cho khch hng bit, Sunsilk ngoi dng chai cn c dng gi nh gi ch 500. - Nh sn xut mun thng bo cho khch hng bit v khuyn mi vv. V d + Khi mua chai Sunsilk tho dc 300ml c tng km theo 1 bnh x phng lifebuoy loi 100Gr + Khi mua chai Sunsilk b kt loi 500ml c tng km theo 1 tup du x 100Gr. Vv 2. Ngn sch qung co. Nh ni v cng ty a quc gia Unilever , vi u th v ti chnh Unilever thc hin nhng chng trnh marketing rm r nhm nhanh chng xy dng v th vng chc cho mnh trn th trng Vit Nam. Trong tt c cc phng tin truyn thng m Sunsilk s dng qung b sn phm th vic qung co trn truyn hnh c cho l thnh cng nht. Theo nh ti c bit :

+ Gi qung co ca knh HTV7 : 2000$ n 3000$/spot/30 giy + Gi qung co ca knh VTV3: 3000$ n 3500$/spot/30 giy. + Cc i a phng khong 300$ 500$/spot vv hon thnh mt thc phim qung co trn truyn hnh vi thi lng 30s th chi ph ti thiu chp nhn c l 25.000$. l mc ti thiu , nhng i vi Sunsilk th con s khng ch dng li . Tn s qung co ca Sunsilk : khng u tu thuc vo tng thi im thch hp. Song song vi cc qung co trn truyn hnh l cc qung co trn tp ch ph n, thi trang tr, p , cm nang mua sm cng gp phn xy dng thm thng hiu ca Sunsilk. Hong Qunh Phng - Email: phuonghq@gmail.com 12

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Tiu lun marketing c bn 3. Ni dung v th hin qung co: a) Ct truyn ca phim qung co Trc y, qung co du gi u Sunsilk mang phong cch kh kinh in, trong sn phm c cp trc tip, nu r cc tnh nng, tc dng v tnh nng ch yu nh Sunsilk Nhn sm hay mt ong. Chin lc bn a ho ca Sunsilk vi Sunsilk b kt tng rt thnh cng. Nh tip th Sunsilk khai thc thi quen truyn thng ca nhng ngi ph n Vit Nam, khi dy nim tin v b kt lm mt tc c t lu i trong cc th h ph n Vit Nam . Cng vi s pht trin ca KHKT, i sng x hi dn c nng cao, thu nhp cng tng. Ngi tiu dng c xu hng tm n cc sn phm du gi u mi, tuy vy Sunsilk b kt vn c nhiu ngi a dng. Nh tip th Sunsilk li bt tay vo thc hin nhng spot qung co ph hp vi thi bui hn. Nh tip th Sunsilk linh hot a ra nhng spot qung co ph hp vi th trng, ph hp vi tm l khch hng theo tng thi im. Ct truyn tr nn hp dn hn v khng ch gii hn vic gii thiu v sn phm thun tu m cn ch trng hn n yu t tc ng vo cc i tng khch hng c th. Cc mu qung co xoay quanh cc tnh hung thng gp hng ngy. Di y l mt s v d v ct truyn trong cc spot qung co ca du gi u Sunsilk trn truyn hnh. V d 1: Nhn vt chnh l 1 c gi tr p gp li bn trai mi i xa my nm v. C gi ra phi trng n bn trai trong b tc di v sun mt. Chng trai : Em c nh anh khng? C gi : Ai thm nh anh . (Nhng thc ra trong lng thm ngh [ Em nh anh lm] ) Chng trai nhn c gi v ci tru mn. Hong Qunh Phng - Email: phuonghq@gmail.com 13

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Tiu lun marketing c bn nh gi: y l 1 b phim qung co c ct truyn nh nhng, truyn cm rt thch hp vi i tng l cc ph n tr. Khi dy tim thc lm p ca ch em ph n khi ng trc bn trai ca mnh. Tuy nhin cha tot ln c tnh nng ca sn phm thng qua ni dung. V d 2: Cu chuyn v 2 c bn i mua sm o ci. Mt c bn bun phin v c mi tc x cng nn cho d ch tim o ci gii thiu cc b o rt hp vi dng em hay lng mn lm , ni lo ca c vn cn th hin. Cho n khi c c bn gii thiu v dng th du gi u Sunsilk mi th c gi mi ht lo v vui ti hn ln vi c nhng li ni a nhi li li ch hiu. nh gi: n gin, d hiu., ni dung hon ton c th tin cy. V d 3: Chng trai v c gi trn 1 chic xe t. C gi: Anh, tc ai y? Chng trai: nm tay c gi. Tay c y tc rng. Hm sau, c gi du gi u Sunsilk C gi: Anh, cp tc ai y. Chng trai: ly cp ko t trn tc c xung , ngay lp tc: tc c ht rng trn tun tut. nh gi: tnh hung c th tin cy, nh nhnh, nh vo tm l cc c gi tr ang yu. Chi tit trong phim n gin m d nh. V d 4: 3 c gi i cng nhau. Bng mt c ly mt bng mai gn ln tc. Mi ngi nn th, ch bng hoa ri xung nh nm no. Nhng khng, bng hoa vn trn mi tc c. Tnh tnh tang. Nhc ni ln. Kt lun: Gi mi tc c dnh bt v sp sa c qung co du gi u mi. Nhc li ni ln. Qua c 4 v d trn ta c nhn xt chung v ni dung qung co qua truyn hnh ca Sunsilk. -Nhn mnh vo l tr: lp lun logic, cao li ch ca sn phm bng cch dng nhng thng ip ng tin cy. Hoc l a vo cc ca s c mn m chng thc cho sn phm (Ca s: M Tm, Quang Vinh). -T ng s dng: ngn gn, d nh, d thu ht s ch . (Lng mn lm , Ai thm nh anh, Rt hp vi dng em). Hong Qunh Phng - Email: phuonghq@gmail.com 14

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Tiu lun marketing c bn b)Cch th hin ct truyn: * Hnh nh: Vi nm tr li y, Sunsilk mnh dn a hnh nh cc siu mu, cc c gi tr p , ca s . vo cc spot qung co. H xut hin trn cc qung co ca Sunsilk vi mi tc hon

ho ( d nhin c x l bng k thut quay phim Qung co ) v to ra n tng mi m. Phim qung co kt thc, thng ip chnh v nhn hiu Sunsilk hin ra mi gi khch hng hy dng th sn phm. Cc Spot qung co ca Sunsilk ch yu c quay hu ht ti Thi Lan bi ni y c mt i ng lm p ( ni tc di, lm bng tc, ho trang lm lng da ) chuyn nghip cng nhng thit b thc hin nhng pha tc bay, tc sun thng, ng mt. Vic a vo cc minh tinh, nhng ngi ni ting . to nn mt thc qung co rt gy s ch . Tm hnh di y c chp ca s M Tm khi c ang thc hin on quay qung co cho Sunsilk bn Thi Lan: Bc nh chp Lauren Jason ti hu trng Qung co Sunsilk : Hong Qunh Phng - Email: phuonghq@gmail.com 15

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Tiu lun marketing c bn Hnh nh trong cc qung co Sunsilk c nh gi chung l to cm gic d chu, bi cnh hp l, nhn vt chnh ni bt v bt mt ngi xem. Cng vi vic x l chuyn thnh phim k thut s c th thay i phng nn, chnh sa mu sc, phn cnh, ct dn thm ch chy.. khin cho spot qung co tr nn rt chuyn nghip Mt hnh nh c x l trong qung co du x ca Sunsilk : * m thanh: Nhc hiu l mt on nhc hoc mt bi ht ngn, d nh, d lp li, c sng tc da trn gi tr ct li ca nhn hiu v sn phm. Nhc hiu thng in su vo tr nh ca khch hng rt lu n c nghe thng xuyn trong mt giai on. Nh tip th Sunsilk s dng giai iu nhc nhanh, vui ti, sinh ng lm nn cho spot qung co. Qung co truyn hnh ca Sunsilk lun kho lo s dng m thanh v cc ca khc tr trung si ng. Thng thng, khn gi truyn hnh ch tht s ch trong 5 giy u tin khi xem 1 qung co. Nu qu 5 giy m qung co ca bn khng gy c n tung thc s no th h s chuyn sang knh khc ngay. Sunsilk bit cch tn dng khong thi gian ngn ngi ny. m thanh trong cc qung co ca Sunsilk thc s li cun ngi xem ngay t nt nhc u tin c bit l gii tr.T bi ht ring You are my Sunsilk ti vic dng soundtrack ca mt s nhc phim ni ting. Bi ht You are my Sunsilk em li thnh cng cho Spot qung co Sunsilk, rt nhiu ngi bit n ca khc ny, h ti v in thoi lm nhc chung, h ht vi nhau trong nhng Hong Qunh Phng - Email: phuonghq@gmail.com 16

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Tiu lun marketing c bn cu a thng ngy. You are my Sunsilk : . a vui vi mi tc, lng nghe tc truyn tr .., da trn nhc v li ca bi ht You are my Sunshine, Sunsilk c nhng thay i nh bin thnh bi ht n tng c ni dung lin quan n sn phm du gi u ca mnh mt cch t nhin , bi ht thay cho li gii thiu sn phm. * Tnh chn tht ca Qung co: Cc Spot qung co ca Sunsilk v c bn ph hp vi vn ho v nhn thc ca ngi Vit Nam. Cc tnh hung trong phim c th xy ra ngoi i to nim tin trong lng nhng khch hng tng lai. c bit vic a hnh nh cc ca s nh M Tm, Quang Vinh vo spot

Qung co chng thc cng tng thm lng tin trong khch hng i vi sn phm. ------------------------Hong Qunh Phng - Email: phuonghq@gmail.com 17

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Tiu lun marketing c bn

Phn 3: Mt s xut hon thin i vi doanh nghip

1. nh gi qung co: (Kt qu phng vn i vi 25 ngi ) tui t 21-27 . Gii tnh : N 1. S ngi bit n sn phm du gi u Sunsilk ca cng ty Unilever : 100% 2. C 8% s ngi bit n Sunsilk qua tp ch v 92% cn li bit Sunsilk qua cc qung co trn truyn hnh. 3. 100% s ngi c phng vn u c xem t nht 1 phim qung co ca Sunsilk ri. 4. 92% s ngi nhn thy qung co d nh, 8% cn li khng nh v t xem. 5. 40% s ngi c th tin c vo qung co, 8% th khng tin , 52% cn li tin khong 70%.. 6. 100% s ngi c phng vn thy rng cc nhn vt chnh trong cc spot qung co u rt p, ni bt vi mi tc hon ho , c lng ting rt d nghe. 7. 52% s ngi thy rng vic a cc ca s vo gy s ch hn i vi ngi xem, 48% cn li th li ni mc ch ca h n thc qung co vn vy. 8. 25/25 ngi c chung quan im v nhc nn trong qung co l rt hay, ph hp vi ni dung qung co. 9. 20% s ngi c nhn xt s ln pht sng ca qung co l nhiu , c ln trong 1 phim truyn m lp i lp li 3 ln. 80% cn li th khng bit v h t c thi gian xem truyn hnh m lc h xem th li khng c. 10. 76% s ngi c phng vn hin ang s dng sn phm du gi u Sunsilk, 24% cn li c mun th s dng sn phm sau khi xem qung co. 2. sut hon thin Chin dch Marketing ca Sunsilk c bit l trong mng qung co trn truyn hnh c nh gi l kh thnh cng. Song i khi i vi nhng khch hng kh tnh, ta vn nhn c nhng li gp vi vic qung co sn phm ny. Ni dung qung co: - Cu chuyn v 2 c gi i sm vy ci : cha ni ln c vic s dng Sunsilk thng xuyn. V u phi tun no cng i sm vy ci, c th ngi xem hiu lm rng ch c nhng dp g quan trng th mi s dng du gi u Sunsilk?. Phi chng nh tip th Sunsilk nn a vo mt ni dung gn gi hn v d nh vic i shopping, hoc trong mt ca hng qun o bnh thng .. on c bn gi n ngi yu i xa v sn bay : ni dung khng h ni n tnh nng hay u im ca Sunsilk m ch ngi xem nhn n b tc ca c gi v t bit. n tn cui on qung co ngi xem mi bit y l ca Sunsilk. Chc hn nh tip th Sunsilk cng s t thy c s hi t v thng tin sn phm trong on qung Hong Qunh Phng - Email: phuonghq@gmail.com 18

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Tiu lun marketing c bn co ny. C l h nn cho thm cc hiu ng ch cui mn hnh nu khng mun cc cu ni v sn phm lm nh hng n ct truyn ca phim qung co. Hnh nh qung co: Hnh nh 1 chng trai 1 c gi ngi trn mt chic xe hi sang trng khng phi l mt hnh nh quen thuc ca ngi Vit. Mc d vic a hnh nh sang trng ny vo lm bt mt ngi xem hn nhng v tnh khng ph bin ca n lm nh hng n tnh c thc ca qung co. Tn sut qung co: Chng ta hu nh bit n thnh cng ca Sunsilk qua qung co c nh n s th hin ca ca s M Tm vi ca khc You are my Sunsilk. Nhiu ngi rt thch bi ht ny, nhng cng khng t ngi c phn nh vic lm dng bi ht ny ca nh tip th qu mc gy nn hiu ng phn cm. Ngay sau khi thy c s hng ng nhit tnh ca nhiu ngi i vi bi ht ny, Sunsilk ngay lp tc sng to thm 1 spot ph gm nhng hnh nh v 1 nhm ngi nhy theo iu nhc ca bi ht You are my Sunsilk, khi ny th ngi xem cm thy b bi thc bi bi ht.

----------------Hong Qunh Phng - Email: phuonghq@gmail.com 19

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Tiu lun marketing c bn

Ph Lc
1. Mt s hnh nh v qung co sn phm Sunsilk : Hong Qunh Phng - Email: phuonghq@gmail.com 20

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Tiu lun marketing c bn Hong Qunh Phng - Email: phuonghq@gmail.com 21

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Tiu lun marketing c bn 2. Bn cu hi ngn lin quan n Qung Co du gi u Sunsilk tin hnh phng vn: Knh tha ch (qu c), chng ti ang thc hin mt cuc kho st nh v mc bit n ca ngi tiu dng i vi sn phm du gi u Sunsilk qua cc qung co trn truyn hnh. Chng ti rt mong ch (qu c) chia s nhng hiu bit ca mnh v sn phm ny chng ti hon thnh cuc kho st. Nhng hiu bit ca ch (qu c) l rt quan trng i vi chng ti. H v tn ngi tr vn: .. tui: ..Gii tnh:.. 1. C (ch) c bit n sn phm du gi u Sunsilk ca cng ty Unilever khng? C Khng 2. C (ch) bit n du gi u Sunsilk qua phng tin truyn thng no Truyn hnh Tp ch Truyn thanh Khc ..

3. C (ch) xem 1 on phim qung co no ca du gi u Sunsilk cha ? Ri Cha 4. C (ch) thy on phim qung co c d nh khng? (Hi thm nh nht chi tit no nu c th) C Khng 5. C (ch) thy ni dung ca on phim qung co c th tin cy c khng? C Khng Tin c % 6. C (ch) thy nhn vt chnh trong phim c bt mt v ni bt v gy n tng i vi c (ch khng? C Khng Bnh Thng 7. Vic a cc ca s nh M Tm, Quang Vinh vo on phim qung co c (ch) c thy hng th hn khi xem khng? C Khng Vn vy 8.V nhc hiu ca on phim qung co : c(ch) c thy ph hp vi ni dung v gy c s si ng cun ht cho on phim khng? C Khng 9. Tn sut pht sng ca on phim qung co trong thi im hin nay c qu nhiu khng? C Khng Va phi kin khc 10. Sau khi xem qung co, c (ch) c mun dng th sn phm du gi u Sunsilk khng? C Khng Mt ln na ti xin chn thnh cm n qu c (ch) hp tc ! Hong Qunh Phng - Email: phuonghq@gmail.com 22

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Tiu lun marketing c bn

Ti liu tham kho:

1. Bi ging hc phn Marketing c bn Bin Son: Nguyn Tin Dng, MBA 2. Phng t vn khch hng SUNSILK in thoi : 08-8236651 3. http://www.unilever.com 4. http://www.unilevervn.com 5. http://www.smenet.com.vn Web Site hng u v Thng tin kinh t H tr Doanh nghip va v nh.

6. http://www.doanhnghiep.net (
Trang Ch >> Phn Tch >> Thng mi & Dch v >> Qung co Tip th >> Ni dung)

7. http://www.bwportal.com (Lnh Vc Marketing) 8. http://www.vietmanagement.com (Tip th) 9. http://www.vietrade.gov.vn ( Ph bin kin thc >> Thng hiu) Hong Qunh Phng - Email: phuonghq@gmail.com 23
Chin lc a sn phm mi ra th trng
Ngi gi:haitvonline, Ngy gi:2008-03-25

Bt c mt doanh nghip no cng lun tm kim cc sn phm mi hp dn ngi tiu dng, nhng my ai dm chc c thnh cng l bao nhiu phn trm khi n c tung ra trn th trng? iu ny ch c c khi nh sn xut c mt chin lc c th. Nghin cu i th cnh tranh

l mt nguyn tc c in. Nu bn tng hc mn marketing, bn chc hn c hc v iu ny. Tuy nhin, khi p dng vo thc t, bn thng qun nguyn tc ny. Bn khng coi trng vic nghin cu i th v bn tin tng vo sn phm ca mnh. Tuy nhin sn phm hay dch v ca bn khng phi lc no cng xui cho mt mi v ph hp vi thc t th trng, trong khi th trng li bt u bng chnh nhng i th ca bn. Hy bt u bng vic lit k nhng doanh nghip c sn phm tng ng vi sn phm m doanh nghip ca bn ang c nh tung ra. Ngay c khi bn cho rng sn phm mi ca bn l cha tng c bit n, l duy nht, hy t mnh vo v tr ca ngi tiu dng bit c phn ng ca h vi sn phm ny nh th no. Mt khi bn xc nh c cc i th cnh tranh, hy nghin cu nhng cng c marketing ca h: p phch, qung co, website. nh gi mi tng quan gia sn phm ca bn vi sn phm ca cc i th. Hy xc nh xem bn c th ng u vi s cnh tranh nh th no, c bit l vi nhng doanh nghip c mi e da thc s. Xc nh mc tiu khch hng

Bt c sn phm no cng c i tng khch hng ring ca n, bn khng th bn nhng mt hng cao cp cho khch hng trung lu hoc nhng mt hng bnh dn th thng khng c gii thng lu . Phn on khch hng m bn nhm ti c th l nhng ngi hin ang tiu dng mt sn phm tng ng ca i th cnh tranh hoc nhng ngi thch ci mi vi c tnh mi c sc thuyt phc. Nhng khch hng tim nng tt nht ca bn s l nhng ngi hiu c tnh hu dng ca sn phm.Vi mt khon chi ph nh, bn ch nn hng n nhng khch hng c tim nng nht. Khc bit ha, to nn mt gi tr, mt l do thuyt phc duy nht

y chnh l li th cnh tranh ca bn. i vi mi sn phm khi tung ra th trng, bn phi hiu u l c tnh phn bit n vi nhng sn phm khc. Bn phi t t cu hi Sn phm ca ti mang li iu g m nhng sn phm ca cc i th khc khng c? t ra cu hi dng ny s gip bn xc nh r hn iu m sn phm bn cn c p ng nhu cu, mong mun ca khch hng. Tht tuyt vi nu nh sn phm bn tung ra nh trng mong c ca khch hng t by lu nay. Chin lc v chin thut marketing ring bit no cho sn phm?

Bn s qung b cho sn phm mi nh th no? Bn s bn n di hnh thc no? u? Bn c cn n nh phn phi hay trc tip bn ti tay ngi tiu dng? Chin lc marketing no c s dng, truyn thng, nhm ti tng c nhn hay trc tip? Vai tr ca truyn hnh, bo ch trong qu trnh xm nhp th trng? l tt c nhng g bn phi lu t c mc tiu bn hng. Tt c hp l cha?

Hy sn sng chun b cho vic hon thin sn phm. Mt tp on thc phm rt thnh cng trong bc ny. Khi khch hng ti ca hng mua nhng sn phm c trc y, nhn vin mi h dng th sn phm mi, sau a cho khch hng bn nhn xt vi cu hi ng/b c thch mn n ny khng? Hy cho chng ti bit ng /b thch dng n u? Theo ng/b, ai s thch mn n nh th ny? Tht n gin vi cch lm ny m hiu qu li cao. Hy t chc mt ni gp g mi khch hng dng th sn phm v yu cu

h pht biu cm ngh, bn s c nhng li khuyn tr gi hng triu m khng tn my xu. ...Tin hnh chin dch

Hy ni v sn phm ca bn v nm ly tt c mi c hi ni v n. ng mt bi bo ni v sn phm hay sp xp mt cuc tr li phng vn. y l thi im rt nhy cm v n to ra mi thin cm hay c cm t cng chng, v vy phi tht kho lo to ra d lun tt cho sn phm ca mnh. Chin dch trong bao lu?

Sau bc u bn nhn c phn hi tt t pha ngi tiu dng. Bn chn y l thi im dng li? ng mc phi sai lm ny, chin lc tun u tin ht, bn cn phi c chin lc cho nhng thng u tin, nhng nm u tin v nn lu ti vng i ca sn phm c s thay i thch hp. Ngun: kienthuctaichinh.com tng hp Nhn: B quyt kinh doanh, Kinh t, Marketing

Khi ng li bi vit ny vui lng ghi r ngun http://www.kienthuctaichinh.com

Cm n bn gh thm kienthuctaichinh.com, hi vng cc bn s tm thy nhiu kin thc b ch t trang ny. tit kim thi gian, bn nn s dng tin ch tm kim hoc c bn tin RSS. Nu bn mun theo di thng xuyn cc bi vit hy ng k nhn bn tin mi. V nu bn c thc mc hay gp g v cc bi vit, xin hy li nhn xt ca mnh bng cch nhp vo Gi nhn xt ca bn. Xin cm n!

Cc nhn xt v bi vit
Hin ti Cha c nhn xt no