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Th trng du gi u: th phn v cc ng ln Ngi vit: Webmaster 10/09/2007 K mnh trn thng trng c nhng n nh mnh nh i bom tn.

V trong nhng ln nh th, i th ca h, hoc cht, hoc cng phi hao tn khng t binh kh. Trc nhiu thng hiu mnh c v th ln lc, c c hi no cho cc thng hiu mi bt u nhng bc to dng u tin? Bi hc thnh cng ang c nhiu ngi nhc n trong thi gian ny l X-Men, thng hiu ch mi ba nm tui ca Cng ty c phn Hng gia dng quc t ... (International Consumer Products Corporation ICP)

Thi im X-Men ra i v ngay c n lc ny, th trng du gi ch yu do hai i gia Unilerver v Procter & Gamble (P&G) thng lnh. Unilever gn lin vi nhng thng hiu m khch hng i u cng thy: Sunsilk, Clear, Dove, Lifebuoy. P&G khng km cnh vi Pantene v Head & Shoulders.Sn chi ln cn c s gp mt ca mt vi thng hiu khc nh: Double Rich, Enchanteur, PalmoliveDa vo nhu cu a dng ca ngi tiu dng, cc nh lm thng hiu chn cch cnh tranh bng vic chia phn khc. Phn khc du gi tr gu c Clear, Head & Shoulders v nng v bnh l hn mt cht l Nizoral. Thin v mi hng dnh cho n, hu nh ch c Enchanteur ca Cng ty TNHH Unza lm ma lm gi.Sn phm nhm n gia nh, c thu nhp thp, ch yu cc tnh, l Lifebuoy. Gn y, phn khc ny ang b thu hp dn v thu nhp ca ngi dn ngy cng kh hn.Khi X-Men cha ra i, phn khc du gi dnh cho nam c c chim bi Romano, thuc Cng ty TNHH Unza. Ba nm qua, phn khc ny vn tng trng tt. M mt trn ring: Tuy nhin, Romano cha tn dng ht th mnh ca mnh v ch c xem l nhn hiu ph bn cnh Enchanteur. Mi ngn sch, h tr t cng ty m dnh cho Romano u cha tng xng vi tin lc pht trin ca nhn hiu ny. Chnh v vy, doanh s bn Romano vn cha ng k so vi tim nng ca th trng.Nm r tnh hnh thay v tm cch ginh khch hng t mt trn pha Ty ca Romano, X-Men m mt mt trn ring, pha ng. C th, h nhm n i tng khch hng hon ton mi. l nhng ngi n ng vn ang s dng du gi dnh cho n.Qu tht, khi cha c s xut hin ca X-Men, nhiu ngi vn khng my quan tm n vic mnh ang dng du gi cho nam hay n. Thi quen tiu dng ca a s n ng Vit Nam vn l: ngi ph n trong gia nh mua g, h s dng ny.Nm bt iu ny, nhng ngi qun l thng hiu X-Men chn chin lc: nhm vo c hai nhm khch hng: i tng s dng v i tng mua.Thc t, a s n ng t i mua du gi ni ring v nhng sn phm chm sc u tc ni chung. Ngi ph n ng vai tr quyt nh trong chuyn ny. V mua cho chng. Bn gi mua cho ngi yu. Ch mua cho em trai, v em gi mua cho anhBi th, thng ip t X-Men: Nu thng chng, hy anh y dng

du gi ring nh trng ngay tim en ca nhng ngi ph n. Bnh m kp tht v bnh m kp tht, thm ch: Ngay t u, X-Men xc nh du gi l sn phm chin lc. Mi ngn sch, n lc u dnh cho nhm sn phm ny. Trong khi , Romano ang nhm vo phn khc sa tm, kh nh so vi du gi.Yu t thin thi m ra khi X-Men tung chin lc qung co du gi ng lc chin dch qung co sa tm Romano trn truyn hnh sp kt thc. Ngn sch tip th vn khng nhiu nn Romano khng kp tr tay.Tha thng xng ln, X-Men tung ra nhiu chin dch tip ni, vn da trn thng ip c nhng m rng n nhiu i tng khc. Yu t c nhm n l: tui tc, thu nhp, khu vc sng, nhng ngi cn chn ch, cha mun th hin mnh thng chng/ngi yu/anh/em trai v c nhng ngi cha mun mi ngi nhn thy mnh l n ng ch thcTrc mi nguy mt th phn vo tay X-Men, Romano buc phi tm v kh mi. H bt u tung ra sn phm du gi v sa tm Racing, bn vi gi r hn X-Men. y l chin lc bnh m kp tht: trn c Romano, di c Racing, kp X-Men gia.Nh mt trn chin thc s, X-Men buc phi tm cch phng v v tn cng. H quyt nh dng chnh chin lc bnh m kp tht ph th gng km tung ra X-Men For Boss. Nh vy, trn c X-Men For Boss, di c X-Men, kp Romano gia.Khng ch l bnh m kp tht, X-Men cn kp thm ch, ngy cng hp dn. Trong khi , sau khi dn mi th cho vic ra mt Racing, Romano t nhiu gp kh khn. y l c hi thng hiu dnh cho n ng ch thc khng ngng pht trin vi nhiu k hoch thng lnh th trng.Khi chim c v tr u trong phn khc, X-Men tip tc trin khai chin lc quan trng: a dng ha sn phm. Khng ch c du gi X-Men, hng lot sn phm n theo khc ra i: sa tm, ln/xt kh mi, gel/mousse, nc hoa dnh cho nam gii.Chn hng a dng ha sn phm, tuy nhin, X-Men vn nht qun trong chin dch tip th. Tt c cc mu qung co u nhn mnh n du gi, khng chuyn hng sang sa tm hay ln/xt kh mi, nc hoa iu ny gip X-Men lun cng c hnh nh ca mnh trong tm tr khch hng. Quan trng hn l m bo mc tng trng v gi v tr s mt.Vi ngn sch nh dnh cho cng tc tip th, mt qung co ca X-Men khng c lin tc v dy c trn cc phng tin truyn thng. Tuy nhin, s u t no ca X-Men cng ra ng ra khoai. c bit l mu qung co X-Mission y sng to.Theo kho st ca cng ty Nielsen, trong thng 1-2007, X-Mission c ngi xem nh th hai, sau qung co Comfort vi nhn vt Andy v Lili. iu ng ni l trong cng thi gian pht X-Mission, c nhiu phim qung co honh trng ca cc thng hiu ln: Coca-Cola, Omo, Tiger Beer, PondsTrong thng 3-2007, X-Mission khng cn xut hin trn truyn hnh. Tuy nhin, qung co ny vn xp th t trong danh sch phim qung co c nhiu ngi ghi nh.Mt ln na, X-Men l minh chng hng hn cho quan im: Yu t sng to ng vai tr quyt nh trong qung co v cc chin dch truyn thng tch hp. Khng phi nhiu tin, lm ca l thng.

Chin lc phn khc: Chic bnh ngy cng hp dn, iu tt yu l nhiu ngi mun c chia phn. p lc cnh tranh ngy cng ln. y l lc cng ty m ca X-Men p dng trit chin lc phn khc.n lc ny, h khng ch c thng hiu X-Men m

cn hng lot tn tui khc. y l cch gip tng th phn, doanh s v quan trng hn l che chn, bo v cng nh gim p lc cho X-Men.Mi thng hiu nhm n mt phn khc khc nhau, vi tng i tng c th. Dr. Men dnh cho n ng mun tr gu. Hatrich nhm n ngi chi v yu thch th thao, c th l bng . Teen-X dnh cho hc sinh nam cp 2,3. I-In-I cho ngi thch s tin li. V trn ht, c X-Men For Boss, phc v cho nhng ngi thnh t.K hoch pht trin ca X-Men, khng nm ngoi khuynh hng chung ca nhiu thng hiu ln trn th gii: xy dng mt siu thng hiu. C ngha l khi nhc n X-Men, ngi ta s khng ch nhc n du gi dnh cho nam gii.So c v th ln lc, X-Men ch l chng t hon trc cc tn tui ln. Tuy nhin, chng t hon lm nn k tch mt cch thuyt phc. Vi ngn sch dnh cho tip th ch 599.000 USD trong nm 2006, nhng X-Men chim c 7% th phn, xp th 5 trn th trng du gi ni chung v ng u (hn 60% th phn) trong phn khc du gi dnh cho nam. l thnh cng ln vi mt thng hiu Vit, c bit trong ngnh du gi, ni so gng ca rt nhiu thng hiu ln. X-Men nn tm hiu thm nhng ai cha dng sn phm ca mnh lm thm nhiu th trong tng lai 60% l th phn ca thng hiu X-Men trong phn khc du gi dnh ring cho nam gii.

NGN SCH V TH PHN MT S THNG HIU DU GI TI VIT NAM Ngn sch dnh cho tip th, qung co mc thp, nhng X-Men vn chim th phn cao Sunsilk: 4.32 triu USD,14% th phn Clear: 4.71 triu USD, 18.7% th phn Romano: 0.72 triu USD, 2.5% th phn Double Rich: 0.53 triu USD, 2.8% th phn Palmolive: 0.07 triu USD, 2.4% th phn Enchanteur: 0.02 triu USD, 3.1% th phn Rejoice: 4.7 triu USD 13.5% th phn Pantene: 3.7 triu USD 10.8% th phn X-Men: 0.59 triu USD Dove: 1.45 triu USD 7% th phn 6.2% th phn

Lifebuoy: 1.85 triu USD

4.8% th phn

Unilever - knh truyn thng tng tc khng ch dnh cho th trng pht trin
Monday, 22. June 2009, 16:03:27 Truyn Thng

Knh truyn thng tng tc v gii tr (branded content (1)) c xem nh knh truyn thng chin lc cho nhng th trng pht trin khi m qung co truyn hnh ang gp nhiu cnh tranh do s phn mnh truyn thng v u thu video k thut s (DVR). Nhng Unilever cng nhn thy rng nhng knh truyn thng trn cng hiu qu ti n v Trung Quc nh ti M. Unilever ang ph bin nhng knh ny bng cch s dng chng trong cc chic dch ton cu, k c ti cc th trng ang pht trin. Nh sn xut hng tiu dng khng l ny ang chun b cng b danh sch bao gm nhng agency v marketing tng tc trin khai cc chin dch marketing tng tc ton cu vi s t vn t nhng tn tui trong cng ng trc tuyn nh ch tch John Battelle ca Federated Media v ng sng lp BlogHer Jory Des Jardins. Trong vi nm tr li y, Unilever trin khai nhiu chin dch t phin bn Betty xu x ti Trung Quc hay Vietnam Idol (dnh cho nhn hng Clear, nhng trn bn gim kho cuc thi li trng by ton tch tr Lipton?!) cho n mt v kch c dn dng Toronto da theo ch t chin dch V p thc s ca nhn hng Dove. Gn y hn, Unilever ang khi ng li nhng chng trnh nh trc bng cch t chc cuc thi dnh cho nhng nh sn xut ni dung th hin nhng tng mi ti MIPTV, th trng ni dung gii tr quc t ti Cannes vo thng t. Cuc thi thu ht 70 tng, vi t nht 1 hoc c th ln ti 3 tng s c cc nhn hiu s dng, Babs Rangaiah, gim c k hoch truyn thng ton cu ca Unilever cho bit.

Thm nhp vn ho D n l knh truyn thng tng tc hay gii tr hay thm ch nhm vo bn ra nh chng trnh lp t bn ra dnh cho nhn x phng Lifebouy ti cc ngi cha n - tt c u lin quan ti nhau, Rangaiah cho bit Ni thng ra l chng ti y ang c gng thm nhp vo vn ho. Truyn hnh d nhin vn cn hiu qu i vi nhiu nh qung co, thm ch ti cc th trng pht trin v c bit l th trng ang pht trin ni c t s phn mnh truyn thng, t s dng DVR hn. Nhng Rangaiah cng cho bit l d th trng hay ang pht trin, cung cp cho khch hng nhng g c tnh cht li ko hay hu ch u hiu qu khng k ti mi trng truyn thng. Knh truyn thng tng tc ni tri hn cc knh truyn thng khc kha cnh n thc s mang tnh ton cu, cho php cc chin dch tri di nhiu quc gia trong tch tc theo cch m hu nh khng c chin dch no trc y trin khai c. Tuy nhin Unilever vn nhn thy nhu cu cn iu chnh chin dch theo tng quc gia. Rangaiah cng cho bit l trong khi t l xm nhp ca my tnh c nhn v ng truyn bng thng rng ti cc nc ang pht trin khng cao nh ti M, in thoi di ng li to ra nhiu c hi tip cn hn ti cc th trng ny. ng ly v d v mt chin dch ca nhn hng Axe ti n v Nht Bn nhm n nam gii trong tui 18 23 c s dng bo thc bng in thoi di ng. H c th ti ng dng s dng ging ni quyn r ca mt ph n nh l chung bo thc. Hng triu bn c ti v 2 th trng ny v iu ny thc s to ra nhiu hiu ng v PR v s lan truyn. Cch hu ht mi ngi s dng knh truyn thng di ng v mng x hi l ch l bnh c ru mi tc l chuyn mu print ad vo Facebook hay l banner trn website, y khng phi l cch chng ti khuyn khch tip cn. Chng ti mun chnh khn gi l nhng ngui s nh

hnh li nhng knh truyn thng ny nn nh th no. (1) Branded content: cng c bit nh branded entertainment hay product placement, l loi hnh qung co mi kt hp gia cc yu t cu thnh nn qung co v cc yu t mang tnh cht gii tr. y l s kt hp gia qung co v gii tr nhm to ra ni dung gii tr. Hnh thc ny c ti tr ton b bi mt thng hiu hay cng ty. Jack Neff Ngun: Marketingchienluoc

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