Chin lc Marketing ca Unilever Vietnam

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. 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. 2. im yu ca cng ty o Gn y, Unilever phi ct gim ngn sch t nhiu do nhng kh khn m s kin 11-9 gy ra cho nn kinh t th gii. 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 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. Trn c s nhng im mnh - im yu, c hi - thch thc, cng ty Unilever thc hin chin lc Marketing quc t vo th trng Vit Nam theo Marketing Mix 4P 1. a im phn phi (Place) Nm 1995, Unilever vo Vit Nam v quyt nh to ra mt h thng tip th v phn phi ton quc, bao qut hn 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 hng mi, giao hng v cp tn dng cho cc n hng tip theo. Cc im bn l c cp t by hng nm s dng ti a khng gian trong ca hng ca h v tnh bt mt sn phm. Ngoi ra, cng ty cn gip cc hng phn phi dn xp cc khon cho vay mua phng tin i li, o to qun l v t chc bn hng. 2. Sn phm (Product) Cng ty vn dng nhng tiu chun quc t cho sn phm nhng thch nghi vi nhu cu ca ngi Vit Nam. H mua li t cc i tc ca mnh nhng nhn hiu c uy tn t nhiu nm Vit Nam nh bt git Viso, v kem nh rng P/S. Sau , ci tin cng thc ch to bao gi v tip th gia tng tiu th nhng nhn hiu ny. Bn cnh , cng ty cng tm hiu su sc nhu cu ngi tiu dng Vit Nam Vit Nam ha sn phm ca mnh, v d nh du gi Sunsilk cha thm chit xut t cy b kt - mt loi du gi u dn gian ca Vit Nam; v nhn hiu ny cng thnh cng rt ln chim 80% doanh s ca nhn hiu du gi Sunsilk. Ngh nh ngi Vit Nam chnh l cch hiu ngi tiu dng Vit Nam thch g, cn g t lm ra nhng sn phm ph hp vi h, ng Michel gii thch thm. c c nhng sn phm tho mn th hiu ngi tiu dng, cng ty xy dng mt i ng nhn vin bn a chuyn nghip, hiu bit tng tn tp qun vn ho kinh doanh v s thch ca ngi Vit Nam. Ni khng ngoa, tr v kem Walls c mt khp th gii nhng nu ra khi Vit Nam th khng th tm u ra loi tr xanh v Bc, tr li Cy a, kem u xanh, hoc kem khoai mn da, nhng sn phm c hng v c trng ca Vit Nam. Vi tm quan trng v uy tn ca thng hiu, trong nhng nm qua Unilever Vit Nam c bit ch trng n vic chng hng gi bo v quyn li ngi tiu dng, bo v s hu tr tu v uy tn vi thng hiu hng ho. Cc sn phm ca cng ty hin nay c thm TEM BO M HNG THT, hay LOGO CHNG HNG GI BO M HNG THT nhm gip khch hng c th nhn bit r rng hng tht - hng gi v mang li cm gic an tm khi s dng. 3. Qung b (Promotion) Cng nh nhng cng ty hng tiu dng pht trin nhanh khc, Unilever Vit Nam c hai mng chnh trong h thng chin lc qung b ca mnh l Above-theLine(qung b trc tip) v Below-the-Line (qung b gin tip).

Above-the-Line l nhng hot ng qung b sn phm trn truyn hnh, bo ch nhm t mt hay mt s mc ch nht nh nh thng bo cho ngi tiu dng bit sn phm mi, hng dn s dng sn phm, v.v Chnh nh chin dch qung co trc tip ng lc, ph hp, kp thi, Unilever Vit Nam i c nhng bc tin di trn th trng ch trong thi gian ngn. Cn Below-the-Line l tt c nhng hot ng qung b khng qua cc phng tin truyn thng (theo M.Christopher, Marketing Below-the-Lines, George Allen & Urwin, London) hay ni cch khc l hot ng bn hng ph, kt hp gia bn hng trc tip (personal selling) v qung co thnh mt ngun lc mang tnh thuyt phc hiu qu (theo J.F. Engel, H.G. Wales v M.R. Warshaw, trong Promotional Strategy, R.D Irwin, Homewood, Illinois.) Song trn thc t, chng trnh Below-theLine Promotion phi da vo qung co trn cc phng tin i chng v phi da vo nhng mc tiu nhm n, vo bn cht ca sn phm, loi knh phn phi s dng v khch hng mc tiu. C th, l cc hnh thc ph bin thng thy nh gim gi, coupon, tng km di nhiu hnh thc, i v sn phm ny c tng sn phm khc, tng mu dng th cho khch hng, chng trnh khuyn mi rt thm hoc co trng thng nhng phn qu c gi tr, ti tr cho cc cuc thi v nhng chuyn mc trn truyn hnh Nhng hot ng nh vy to dng c hnh nh cc nhn hng (brand imge) ca Unilever ni ngi tiu dng. 4. Chnh sch gi c (Price) 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. 5. Con ngi (People) Ngoi 4P truyn thng ca Marketing Mix, phi k n mt P khc khng km phn quan trng m Unilever v ang tip tc pht huy, l nhn t con ngi. Cng vi vic a dng ha cc hot ng sn xut kinh doanh, Unilever Vit Nam lun coi trng vic pht trin ngun nhn lc l bc t ph v cht cho s pht trin bn vng lu di, c khi x hi tin vo nn Kinh t tri thc hoc Kinh t sinh hc. hiu thu o ngi tiu dng Vit Nam v pht trin h thng r gip cng ty c th bm su vo th trng, Unilever xy dng mt i ng nhn vin bn a chuyn nghip v thng xuyn ch trng n cc chng trnh hun luyn nhn vin. Quan im ca Unilever l Pht trin thng qua con ngi, nn cng ty lun quan tm n quyn li ca nhn vin v sn sng h tr h trong cc lnh vc cng tc. Hin nay, i ng qun l Vit Nam thay th cc v tr ch cht trc kia do cc chuyn gia nc ngoi m nhim. Trong thi gian hat ng ti Vit Nam, bn cnh chnh sch pht trin ngun nhn lc, Unilever lun i u vi nhiu hot ng nhn o v pht trin cng ng. thc y v vai tr ca mnh trong vic pht trin x hi Vit Nam, cng ty chi khng t cho cc cam kt nhn o, ch yu tp trung vo cc lnh vc y t, gio

dc, xa i gim ngho v phng chng thin tai nh chng trnh P/S bo v n ci Vit Nam, chng trnh Lifeboy phng chng bnh phong hay chng trnh Vim din n v sinh gia nh, phng dch, v.v K tc bc ng pht trin thn tc ca hm qua, k vng ca Unilever Vit Nam ngy mai l: Hon thin nhu cu sc khe v v p ca mi gia nh Vit Nam, xy dng mt doanh nghip ton din, thnh t v uy tn, hot ng sn xut hiu qu, to dng nhiu li ch thit thc cho ngi tiu dng, nhn vin, i tc v c ng, pht huy trch nhim x hi ng gp tch cc cho cc hot ng pht trin cng ng. Vi chin lc Marketing trn, cng ty Unilever chim c cm tnh ca i a s ngi tiu dng Vit Nam trong gn mt thp nin qua. Trong tng lai, Unilever s cho ra i nhiu sn phm mi l v c o hn vi hy vng vn l ngi bn ng hnh, thn thit trong sinh hot ca mi nh. VN Easy Ship
Address : Fl 1-2 Happy Building, 20/1 Nguyen Truong To, Ward 12, Dist 4. Phone : +84 - 8 62.616.569 Fax : +84 - 8 62.616.570 Email : info@vneasyship.com.vn;

__________________ henrypro

Unilever tng cng u t vo nhn hng kem Walls

Ngi tiu dng Vit Nam s c c hi c tn hng hng v ca hng lot sn phm kem Walls vi cht lng cao v gi phi chng, thng qua cc nh phn phi mi c ch nh ca Unilever Vit Nam.

Unilever Vit Nam cng b k hoch tng cng u t vo nhn hng kem Walls ti Vit Nam, th hin s tin tng ca cng ty vo th trng Vit Nam cng nh cam kt mnh m ca cng ty trong vic p ng nhu cu ngy cng tng v a dng ca ngi tiu dng Vit Nam.

ng Marijn Van Tigglelen - Ch tch Cng ty Unilever VietNam.

Quyt nh tng cng u t vo kem Walls l mt minh chng cho s tin tng ca cng ty vo nn kinh t v th trng Vit Nam. Mt s u t lu di v m rng th trng kem nhm mang n nim vui cho ngi tiu dng Vit Nam thng qua cc sn phm kem ca tp on Unilever, ng Marijn van Tiggelen - Ch tch Cng ty Unilever Vit Nam chia s. Kem Walls, mt trong nhng nhn hiu hng u ca Unilever trong ngnh hng thc phm, c ngi tiu dng a chung, t Bc M, M La tinh n chu u, chu . Unilever l cng ty dn u th trng th gii trong ngnh hng kem. K t thng 9/2009, Walls s c bn ti Vit Nam vi nhiu loi sn phm a dng, nhm p ng nhu cu v khu v khc nhau ca ngi tiu dng Vit Nam nh Paddle Pop v Cornetto. Kem Walls c nhp khu t Thi Lan, l ni Unilever ang hot ng rt thnh cng trn th trng kem, c trung tm nghin cu v pht trin sn phm, cng ngh sn xut v dy chuyn tin tin m bo cht lng v an ton sn phm theo ng nhng tiu chun cao nht ca Unilever trn ton cu.

Ngh thut cnh tranh ca cc i gia m phm

Bn l mt ph n tr ang tm mua du gi u? Nu vo thi k cch y chng chc nm, vn khng n ni qu phc tp: bn s chn mua loi du gi cht lng tt, gi c phi chng, v nhu cu ct li ca bn lc rt n gin: dng du gi c mt mi tc p.

Nghe thuat canh tranh cua..

Nay th mi chuyn c v khng sun s nh vy, bi cc i gia m phm gip nhn bn nhn ra rng ngoi nhu cu ct li , bn cn c rt nhiu nhng nhu cu khc m cng ch xoay quanh chai du gi u.

T nhng qung co li cun v hp dn... Pantene l mt trong s nhng nhn hiu du gi sm gt hi c thnh cng trn th trng. Cc nhn hiu Pantene c c bit ha v phc v nhiu phn khc th trng khc nhau. Bn cnh qung co si ng, n tng trn truyn hnh v bo ch, Pantene cng p dng thnh cng vi cc qung co khng dng mass-media. Pantene ti tr nhiu chng trnh tr chi trn truyn hnh; cu lc b Pantene vi cc m ca nhc ti nhiu ni trn th gii lun thu ht ng o gii tr. Chnh vic ti tr cc chng trnh gii tr ny gp phn nng cao nhn thc nhn hiu rt ln cho Pantene. Khng chu thua km P&G - cha ca Pantene, tp on Unilever, hin s hu cc nhn hiu m phm thnh cng nh du gi Sunsilk, Clear, sa chm sc ton thn Dove,... cng c nhng chiu bi c o. Nm 1999, Unilever c 1600 thng hiu c kinh doanh ti 150 quc gia v 90% li nhun ca hng n t 600 nhn hiu ni ting. Theo Mark Nolan, gim c tip th ca Unilever ti chu u th: "Kinh nghim ca chng ti cho thy, mun cnh tranh v bo v nhn hiu ca mnh trn th trng th ngoi vic s hu mt cng ngh siu cao, k nng sn xut c bit, h thng dch v tinh t, h thng phn phi v bn hng hon ho... cn phi lm ch v nh hng c gi c trn th trng, lm ch c cc phng tin truyn thng i chng v bin php marketing. Mt yu cu na l Unilever phi lm th no khch hng c th nh, nhn bit, phn bit, chn la sn phm ca hng gia rng sn phm tng t trn th trng. Hin Unilever bn sn phm nc x lm mm vi v du gi trn khp chu u vi 7 tn gi ring bit nhau, thng l ng trong nhng bnh c kiu dng khc nhau, vi cc chin lc marketing khc nhau v thm ch i khi cn vi nhng cng thc khc nhau".

Cuc chin gia P&G v Unilever ang ngy mt quyt lit th xut hin cc nhn hiu du gi chu vi cc chin lc marketing c o. Ni bt nht l Double Rich ca LG, hin c sc hp dn mnh nh phong cch qung co "TPE" (third party endorsement), vi s gp mt ca hng lot siu sao phim truyn hnh Hn ni ting Tuy vy, chnh hng L"Oreal mi l ngi thng lnh ngnh sn phm chm sc sc p c gi tr n 110 t USD mi nm. Tp on ca Php ny dn u trong cc sn phm nhum tc ti c M v chu u, v thng lnh th trng m phm M. Vic L"Oreal a nhng nhn vt ni ting quyn r nh siu sao in nh ca nhc Natalie Imbruglia vo qung b cho sn phm ca mnh vi khu hiu lm say m lng ngi "Because you"re worth it" ca h bin nhng sn phm c gi cao ngt tri tr thnh c mt ni ti sn ln. ...n ngh thut xy dng v pht trin thng hiu Trc sc mnh "ln sn" v cng ln ca L"Oreal, c P&G v Unilever phi nhn cn nhng chin lc xy dng v pht trin hiu ca mnh xem c thiu st g khng. Chnh CEO Alan Lafley ca P&G l ngi nhn ra mt s sai lm trong cc k hoch marketing ca hng vo thp nin 90 khin L"Oreal c c hi vt ln. "i vi nhng nhn hiu khng thu ht c khch hng, chng ti khng ngn ngi loi b. gi ly nhng khch hng a thch thng hiu c, chng ti khuyn mi h bng sn phm ca thng hiu mi, pht phiu gim gi hoc i hng c ly hng ca nhn hiu mi. Nhng vn quan trng m chng ti qun mt, l khi loi b mt nhn hiu no th vn phi tip tc gi li mt thi gian na nhng quyn li ca chng. Nu khng th nhng nhn hiu b loi b c th phc sinh v lm ngn ngm ngi ch c ca mnh". Minh chng r nt nht cho nhn xt trn ca Alan l P&G cho ra i giy v sinh thng hiu White Cloud v Charmin, sau vo nm 1993 hng quyt nh loi b thng hiu ny gii thiu vi khch hng tt c cc sn phm di thng hiu Charmin. P&G khng nhn ra c thi gian hiu lc ca thng hiu White Cloud vn tip tc tn ti. V mt cng ty nhy bn li dng iu ny xy dng v sau bn li thng hiu White Cloud cho h thng bn l Walmart. T y tr i Walmart s dng thng hiu ny cnh tranh vi chnh thng hiu Charmin ca P&G.

 p tr nhng t tt cng t ca P&G v Unilever vo th trng nh cao, L"Oreal ang chuyn xung phn di ca th trng. Cch y khng lu, hng tung ra du dng tc Fructis ti M, t khuych trng nhn hiu ln nht t trc n nay ti y, nhm n lc ginh li v tr ca mnh trn gian hng ca cc hng bn l i chng nh Walmart, khch hng ln nht ca P&G. C th ni, trc mi e da t cc i th cnh tranh trong cuc ua dnh th phn, cc i gia m phm phi thay i ng k phong cch qung co v cc chin lc marketing. V dng nh, cng l xu hng chung m nhiu cng ty cn nhn thy c nhng thay i kp thi trong cc chin lc kinh doanh tip th ca mnh.
bantinsom

Cu chuyn Unilever - vn s khi u t x phng

( Bnh chn: 5 -- Tho lun: 4 -- S ln c: 12822)

Unilever l tp an sn xut hng tiu dng ang s hu nhng thng hiu ln nh Lipton, Hellmans, Ragu, Rama, Magnum, Bertolli, Knorr, BirdEyes, Slim-Fast, Dove, Pond, Signal, Close-up, Surf v Omo...vi hn 265 000 nhn vin lm vic trong hn 500 cng ty ti 90 quc gia trn th gii cng mc li nhun hng nm trn ton cu vo khong 40 t euro. Ngnh sn xut thc phm ca Unilever ng th hai th gii ch sau Nestl. Tha hng mt doanh nghip do cha mnh li, William to dng ra mt nh my sn xut ca ring mnh v tr thnh cng dn giu c nht ca Vng quc Anh lc by gi. ng l ngi u tin ngh ti vic kinh doanh khng ch x phng m cn c nhn hiu. Cc chin dch PR ca ng nhm qung b cho cc sn phm ca mnh i vo lch s marketing th gii. Tuy nhin, c c v tr nh ngy hm nay, tp on ny cng tri qua nhiu kh khn tng chng nh kh m vt qua ni. Bi vit ny tm lc t ng n sa mc v tr v* - cun sch cp kh y v cuc ci t hon ho nht ca Unilever. Vn s khi u t x phng William Hesketh Lever sinh ngy 19/91851 ti thnh ph Bolton thuc min bc nc Anh, l ngi con trai duy nht trong gia nh c 7 ch em gi. V cu cng l ngi duy nht trong gia nh c cha m bn giao cng vic kinh doanh tr, c ph, ht tiu cng mt s mt hng tiu dng khc. Nm mi su tui, William ri trng hc bc vo mi trng kinh doanh si ng ca gia nh. Cng vic kinh doanh tin trin tt, v ch mt thi gian ngn sau, Lever tr thnh mt thng gia kinh doanh hng thc phm danh ting ti Liverpool v Manchester. T nm 1874, khi William trn 23 tui, cng ty ca anh chuyn hng sang kinh doanh x phng. Theo thi quen ca mi ngi thi by gi, sn phm ny thng c cung cp cho cc ca hng dng thanh hoc cc, theo , nu khch hng ch cn mua mt mu nh, ngi bn hng s thi mt khoanh nh nh khoanh gi, gi vo mnh giy v bn cho khch hng. Thi by gi, loi x phng ca Lever l Levers Pure Honey (mt ong nguyn cht ca Lever) c coi l sn phm bn chy nht. Trc y, x phng l mt sn phm khng bn sc, khng hng v v c sn xut bi hng chc nh my nh l. Nhng mi v v cht lng c bit ca loi x phng Lever's Pure Honey gp phn lm thay i din mo ngnh sn xut v kinh doanh x phng. Nm 1884, Lever mua cho mnh mt xng sn xut x phng nh. iu ny gip ng khng cn phi ph thuc vo vic mua x phng ca cc nh cung cp hin hnh ng thi hon ton kim sot c thnh phn cng nh cht lng, mi v ca sn phm. Sau nhiu nm kinh doanh v gt hi thnh cng trong lnh vc x

William Hesketh Lever

phng, mt ln na Lever li cho tung ra sn phm x phng cht lng cao vi tn gi Sunlight (nh sng mt tri). Chnh s xut hin ca loi sn phm ny m cc t bo ng lot a tin rng ln da ph n thng yu hn da nam gii v ph n phi tip xc hng ngy vi loi x phng km cht lng, v Sunlight chnh l sn phm mm mi gip cho ph n bo v ln da ca mnh mt cch hu hiu nht. Tuy nhin, iu th v nht vn l chng trnh qung co v ngi p Gvendolin. V bun b v tui tc m ngi ph n xinh p ny trng r vi ln da kh n. Nng s dng nhiu loi x phng nhng rt cuc cng khng hiu qu. Mt ngi bn khuyn nng s dng loi x phng Sunlight. Vy l gii ph n o o x mua loi x phng ny. kch cu, nh sn xut a ra mt ch khuyn mi hiu qu. C mi mt hp x phng Sunlight u tng ng vi mt khon tin nht nh no . Vi khon tin tng ng s hng mua, ngi tiu dng thoi mi la chn sn phm no m h yu thch. Mc thng hi khng hn ch, v vy m dn n nhiu trng hp bun ci. V d, mt khch hng ngh ra cch thu thp 25 nghn hp x phng i ly mt chic xe hi tr gi 250 bng Anh v mt s xe p gi 9 bng. Chnh nh vo cc chin dch tip th hiu qu m ch trong vng mt nm, nh my sn xut x phng ca Lever tng trng t 20 n 450 tn/tun v Sunlight tr thnh mt trong nhng loi x phng ni ting nht ti Anh. S thnh cng ny to ra cho Lever ng lc bt ph hn na. Lever quyt tm xy dng mt nh my sn xut x phng quy m ln. ng mua 23 hecta t trn b sng Mersey. D n sn xut x phng c mt kin trc s ni ting ngi Liverpool c tn l William Owen thit k v bt u khi ng vo thng 3/1888. K t y, Lever m thm ba nh my sn xut x phng mi ti Anh. Nm 1890, Lever m rng quy m sn xut kinh doanh ca mnh ra khi bin gii nc Anh. Ngoi nh my ti M, Lever cn bnh trng sang tn c, Canada, c v Thy S. Ngay ti qu hng ca mnh, vo nm 1911, Lever Brothers chim mt th phn rt ln, c ba bnh x phng trn th trng th c mt bnh x phng l sn phm ca Lever. Nm 1906, Lever mua li Vinolia mt cng ty sn xut x phng, nm 1910 mua li Hudson's mt hng sn xut bt git ln Anh. Cn t 1910 n 1915, ng mua thm ba cng ty chuyn sn xut x phng Anh m mt trong s chnh l Pears, mt i th chnh ca Unilever. Sau chin tranh th gii th nht, Lever tip tc bnh trng sang tn chu Phi. Nm 1918, ng c bu chn lm th trng thnh ph Bolton. ng mt nm 1925 bn nm trc khi din ra cuc sp nhp th k m con trai ng thc hin vi Lin minh b ti H Lan to ra mt Unilever ng cp trn th gii. Cuc sp nhp th k Cuc chin tranh th gii th nht cng c thm v tr ca Unilever trn th trng ni a cng nh quc t. Lever m rng mt hng kinh doanh ca mnh sang lnh vc sn xut b thc vt (margarin). Mc d margarin c pht minh ti Php song nhng nh my sn xut loi b thc vt u tin trn th gii li c ngi H Lan xy dng vo thp nin 70 80 ca th k trc. Hai trong s nhng nh my ln nht H Lan chnh l Jurgens v Van Van den Berg. i tng chnh s dng loi b r tin ny chnh l tng lp cng nhn lao ng. Ban u, cc cng ty H Lan s dng m ng vt sn xut ra margarin. Nhng vo u th k 20, gi nguyn liu ny tng cao khin cho cc nh sn xut phi tnh n bin php tm nguyn liu khc r hn thay th - m thc vt. Margarin bt u c ch to t du da, du c, du u phng Cc nh sn xut margarin ti H Lan thng nht vi nhau khng xy ra cnh tranh gia cc hng. Tuy nhin, tha thun m h a ra khng my t ra hiu qu, dn n vic hnh thnh mt lin minh b Margarine Union, vo nm 1927 gia Jurgens v Van den Berg kim sot ton b th trng b ti chu u.

Sau , Margarine Union bt m phn vi Lever Brothers v kh nng sp nhp gia cc bn nhm to nh hng vi th trng chu u. Tuy nhin, ngay lc ny, ngh khng c thc hin. Cho n thng Ging 1930, s hp nht gia Margarine Union v Lever Brothers mi c thc hin. Mt lin minh mi AnhH Lan c tn l Unilever ra i. trnh h thng nh thu kp, lin minh ny quyt nh tch thnh hai cng ty: Unilever PLC c tr s ti Anh v Unilever NV ng tr s ti H Lan. V d hai cng ty ny c c cu hot ng gn nh c lp, song Unilever vn nh mt thc th thng nht. C ng ca Unilever, d Anh hay H Lan cng u nhn c mt mc c tc nh nhau. Tng trng ngon mc thng qua nhng cuc ci t Unilever tng trng mnh bng cc cuc thn tnh, mua bn din ra trn phm vi ton cu. Nhng tn tui ln trn th gii nh Lipton's (M v Canada), Brooke Bond (Anh), Pepsodent (M), Bachelors (Anh), Chesebrough-Pond's (M) ln lt ri vo tay Unilever. Ngoi mt hng ch yu bui ban u l x phng, Unilever m rng nhiu chng loi sn phm nh tr, kem, du gi u, kem nh rng, nc gii kht, ph gia thc phmvi cc nhn hiu c c th gii tin dng nh Lipton, Hellmans, Ragu, Rama, Magnum, Bertolli, Knorr, BirdEyes, Slim-Fast, Dove, Pond, Signal, Close-up, Surf v Omo. V cng ch l mt con s nh trong tng s cc nhn hiu ca tp on. Nu nh vo thp nin 30, 90% li nhun ca Unilever c c t kinh doanh x phng v du n th vo u thp nin 80, con s ny khng nhiu hn 40% v hng tng cng sn xut nhiu chng loi sn phm khc nh thc phm ng lnh, ph gia thc phm, kem, tr v cc loi m phm, v sinh gia nh.

Tp on Unilever

- Tin hnh nhiu nghin cu th trng v pht hin ra rng, nhm sn phm dinh dng, hay thc phm b sung vitamin, tho dc, tri cy v cc yu t gip gim cn ang trn tng trng mnh. - Tung ra nhiu sn phm hon ton mi: nc p tri cy, rau c di ci tn Knorr Vie, thc phm t cht bo Becel - Ln k hoch a vo cc thng hiu sn c khi Vo thp nin 30, vic kinh doanh ti th nim c b sung cc yu t nng cao sc khng. trng chu u ch em li 20% li - t nhim v ui kp Nestle v Procter&Gabler nhun chung, v 50 nm sau, con s trn th trng Chu u. ny tng trng gp i cng vi
vic m rng th trng ti chu Phi, chu , Bc M, ng u v SNG. Thp nin 80-90, Unilever bt u cng cuc ci t li cng ty vi nhiu thay i cn bn: ti c cu, thanh l ti sn, ct gim v tr qun l v nhn vin, t ra nhng mc tiu co gin, o to con ngi, xy dng i nhm, hnh thc hi hp mi m v nhiu hot ng khc na Thp nin 90 chng kin mt khong thi gian khng hong ti nh my Unilever H Lan, ni qu trnh sp nhp b cn tr bi s khc bit v lch s, c cu t chc, th trng, sn phm, a l v con ngi. Thng 2/2000, lnh o Unilever l Antony Burgmans v Niall Fitzerald thng bo k hoch nm nm ti cu trc cng ty c tn gi Path to Growth. Mc ch ca k hoch ny l ct gim chi ph hng nm ti $1,6 t v t mc 5% doanh thu vo cui nm th nht ca k hoch (doanh thu nm 1999 l khong $44 t). lm c iu ny, ban lnh o Unilever quyt nh ng ca gn 100 trong s 300 x nghip, sa thi 25 000 cng nhn ng thi ct gim chng loi sn phm xung ba ln v ch tp trung sc lc vo vic pht trin 400 nhn hiu mang li li nhun. T 1600, hng bn i 1200 thng hiu ca mnh v ch gi li nhng thng hiu thc s mang li li nhun nhng thng hiu gi v tr th nht hoc th hai trong dng sn phm nht nh no . Ngoi ra, hng cn thc hin nhng giao dch c li nh

mua li nh my sn xut cc loi sn phm gip gim cn Slimfast, cng ty Bestfoods ch nhn ca sp Knorr, hay bn i phn ti sn khng cn sinh li. Pht trin, ci t, nhng nghch l v nim khao kht, l nhng t bn c th nghe thy c trong sut cu chuyn thnh cng ca Unilever ti M, chu u v chu . V bng tm nhn, kh nng cho li con tu doanh nghip trc sng to gi c trn thng trng, bng vic t chc cc kha o to, cc chng trnh h tr nhn vin, cc nh qun l ca Unilever mang li s thnh cng vt ngoi s mong i cho tp on ny.

Unilever
Th su, 18 Thng 4 2008 12:31

Unilever l tp an sn xut hng tiu dng ang s hu nhng thng hiu ln nh Lipton, Hellmans, Ragu, Rama, Magnum, Bertolli, Knorr, BirdEyes, Slim-Fast, Dove, Pond, Signal, Close-up, Surf v Omo...vi hn 265 000 nhn vin lm vic trong hn 500 cng ty ti 90 quc gia trn th gii cng mc li nhun hng nm trn ton cu vo khong 40 t euro. Ngnh sn xut thc phm ca Unilever ng th hai th gii ch sau Nestl. William Lever mt cng dn Anh, ngi sng lp ra Unilever, chnh l ngi u tin to dng nn ngnh cng nghip sn xut x phng vo cui th k XIX. Tha hng mt doanh nghip do cha mnh li, William to dng ra mt nh my sn xut ca ring mnh v tr thnh cng dn giu c nht ca Vng quc Anh lc by gi. ng l ngi u tin ngh ti vic kinh doanh khng ch x phng m cn c nhn hiu. Cc chin dch PR ca ng nhm qung b cho cc sn phm ca mnh i vo lch s marketing th gii. Tuy nhin, c c v tr nh ngy hm nay, tp on ny cng tri qua nhiu kh khn tng chng nh kh m vt qua ni. Bi vit ny tm lc t ng n sa mc v tr v* - cun sch cp kh y v cuc ci t hon ho nht ca Unilever.

Vn s khi u t x phng
William Hesketh Lever sinh ngy 19/91851 ti thnh ph Bolton thuc min bc nc Anh, l ngi con trai duy nht trong gia nh c 7 ch em gi. V cu cng

l ngi duy nht trong gia nh c cha m bn giao cng vic kinh doanh tr, c ph, ht tiu cng mt s mt hng tiu dng khc.
H thng thng hiu Unilever Vit Nam: CloseUp, Comfort, Dove, Cnorr, Lifebuoy, Lipton, Omo, Pond's, PS, Rexona, Sunlight, Sunsilk, Viso

Nm mi su tui, William ri trng hc bc vo mi trng kinh doanh si ng ca gia nh. Cng vic kinh doanh tin trin tt, v ch mt thi gian ngn sau, Lever tr thnh mt thng gia kinh doanh hng thc phm danh ting ti Liverpool v Manchester.

T nm 1874, khi William trn 23 tui, cng ty ca anh chuyn hng sang kinh doanh x phng. Theo thi quen ca mi ngi thi by gi, sn phm ny thng c cung cp cho cc ca hng dng thanh hoc cc, theo , nu khch hng ch cn mua mt mu nh, ngi bn hng s thi mt khoanh nh nh khoanh gi, gi vo mnh giy v bn cho khch hng. Thi by gi, loi x phng ca Lever l Levers Pure Honey (mt ong nguyn cht ca Lever) c coi l sn phm bn chy nht. Trc y, x phng l mt sn phm khng bn sc, khng hng v v c sn xut bi hng chc nh my nh l. Nhng mi v v cht lng c bit ca loi x phng Lever's Pure Honey gp phn lm thay i din mo ngnh sn xut v kinh doanh x phng. Nm 1884, Lever mua cho mnh mt xng sn xut x phng nh. iu ny gip ng khng cn phi ph thuc vo vic mua x phng ca cc nh cung cp hin hnh ng thi hon ton kim sot c thnh phn cng nh cht lng, mi v ca sn phm. Sau nhiu nm kinh doanh v gt hi thnh cng trong lnh vc x phng, mt ln na Lever li cho tung ra sn phm x phng cht lng cao vi tn gi Sunlight (nh sng mt tri). Chnh s xut hin ca loi sn phm ny m cc t bo ng lot a tin rng ln da ph n thng yu hn da nam gii v ph n phi tip xc hng ngy vi loi x phng km cht lng, v Sunlight chnh l sn phm mm mi gip cho ph n bo v ln da ca mnh mt cch hu hiu nht. Tuy nhin, iu th v nht vn l chng trnh qung co v ngi p Gvendolin. V bun b v tui tc m ngi ph n xinh p ny trng r vi ln da kh n. Nng s dng nhiu loi x phng nhng rt cuc cng khng hiu qu. Mt ngi bn khuyn nng s dng loi x phng Sunlight.

Vy l gii ph n o o x mua loi x phng ny. kch cu, nh sn xut a ra mt ch khuyn mi hiu qu. C mi mt hp x phng Sunlight u tng ng vi mt khon tin nht nh no . Vi khon tin tng ng s hng mua, ngi tiu dng thoi mi la chn sn phm no m

h yu thch. Mc thng hi khng hn ch, v vy m dn n nhiu trng hp bun ci. V d, mt khch hng ngh ra cch thu thp 25 nghn hp x phng i ly mt chic xe hi tr gi 250 bng Anh v mt s xe p gi 9 bng. Chnh nh vo cc chin dch tip th hiu qu m ch trong vng mt nm, nh my sn xut x phng ca Lever tng trng t 20 n 450 tn/tun v Sunlight tr thnh mt trong nhng loi x phng ni ting nht ti Anh. S thnh cng ny to ra cho Lever ng lc bt ph hn na. Lever quyt tm xy dng mt nh my sn xut x phng quy m ln. ng mua 23 hecta t trn b sng Mersey. D n sn xut x phng c mt kin trc s ni ting ngi Liverpool c tn l William Owen thit k v bt u khi ng vo thng 3/1888. K t y, Lever m thm ba nh my sn xut x phng mi ti Anh. Nm 1890, Lever m rng quy m sn xut kinh doanh ca mnh ra khi bin gii nc Anh. Ngoi nh my ti M, Lever cn bnh trng sang tn c, Canada, c v Thy S. Ngay ti qu hng ca mnh, vo nm 1911, Lever Brothers chim mt th phn rt ln, c ba bnh x phng trn th trng th c mt bnh x phng l sn phm ca Lever. Nm 1906, Lever mua li Vinolia mt cng ty sn xut x phng, nm 1910 mua li Hudson's mt hng sn xut bt git ln Anh. Cn t 1910 n 1915, ng mua thm ba cng ty chuyn sn xut x phng Anh m mt trong s chnh l Pears, mt i th chnh ca Unilever. Sau chin tranh th gii th nht, Lever tip tc bnh trng sang tn chu Phi. Nm 1918, ng c bu chn lm th trng thnh ph Bolton. ng mt nm 1925 bn nm trc khi din ra cuc sp nhp th k m con trai ng thc hin vi Lin minh b ti H Lan to ra mt Unilever ng cp trn th gii.

Cuc sp nhp th k
Cuc chin tranh th gii th nht cng c thm v tr ca Unilever trn th trng ni a cng nh quc t. Lever m rng mt hng kinh doanh ca mnh sang lnh vc sn xut b thc vt (margarin). Mc d margarin c pht minh ti Php song nhng nh my sn xut loi b thc vt u tin trn th gii li c ngi H Lan xy dng vo thp nin 70 80 ca th k trc. Hai trong s nhng nh my ln nht H Lan chnh l Jurgens v Van Van den Berg. i tng chnh s dng loi b r tin ny chnh l tng lp cng nhn lao ng. Ban u, cc cng ty H Lan s dng m ng vt sn xut ra margarin. Nhng vo u th k 20, gi nguyn liu ny tng cao khin cho cc nh sn xut phi tnh n bin php tm nguyn liu khc r hn thay th - m thc vt. Margarin bt u c ch to t du da, du c, du u phng Cc nh sn xut margarin ti H Lan thng nht vi nhau khng xy ra cnh tranh gia cc hng. Tuy nhin, tha thun m h a ra khng my t ra hiu qu, dn n vic hnh thnh mt lin minh b - Margarine Union, vo nm

1927 gia Jurgens v Van den Berg kim sot ton b th trng b ti chu u. Sau , Margarine Union bt m phn vi Lever Brothers v kh nng sp nhp gia cc bn nhm to nh hng vi th trng chu u. Tuy nhin, ngay lc ny, ngh khng c thc hin.

Cho n thng Ging 1930, s hp nht gia Margarine Union v Lever Brothers mi c thc hin. Mt lin minh mi Anh-H Lan c tn l Unilever ra i. trnh h thng nh thu kp, lin minh ny quyt nh tch thnh hai cng ty: Unilever PLC c tr s ti Anh v Unilever NV ng tr s ti H Lan. V d hai cng ty ny c c cu hot ng gn nh c lp, song Unilever vn nh mt thc th thng nht. C ng ca Unilever, d Anh hay H Lan cng u nhn c mt mc c tc nh nhau.

Tng trng ngon mc thng qua nhng cuc ci t

Unilever tng trng mnh bng cc cuc thn tnh, mua bn din ra trn phm vi ton cu. Nhng tn tui ln trn th gii nh Lipton's (M v Canada), Brooke Bond (Anh), Pepsodent (M), Bachelors (Anh), Chesebrough-Pond's (M) ln lt ri vo tay Unilever. Ngoi mt hng ch yu bui ban u l x phng, Unilever m rng nhiu chng loi sn phm nh tr, kem, du gi u, kem nh rng, nc gii kht, ph gia thc phmvi cc nhn hiu c c th gii tin dng nh Lipton, Hellmans, Ragu, Rama, Magnum, Bertolli, Knorr, BirdEyes, Slim-Fast, Dove, Pond, Signal, Close-up, Surf v Omo. V cng ch l mt con s nh trong tng s cc nhn hiu ca tp on. Nu nh vo thp nin 30, 90% li nhun ca Unilever c c t kinh doanh x phng v du n th vo u thp nin 80, con s ny khng nhiu hn 40%

v hng tng cng sn xut nhiu chng loi sn phm khc nh thc phm ng lnh, ph gia thc phm, kem, tr v cc loi m phm, v sinh gia nh. Tp on Unilever :

Tin hnh nhiu nghin cu th trng v pht hin ra rng, nhm sn phm dinh dng, hay thc phm b sung vitamin, tho dc, tri cy v cc yu t gip gim cn ang trn tng trng mnh. Tung ra nhiu sn phm hon ton mi: nc p tri cy, rau c di ci tn Knorr Vie, thc phm t cht bo Becel Ln k hoch a vo cc thng hiu sn c khi nim c b sung cc yu t nng cao sc khng. t nhim v ui kp Nestle v Procter&Gabler trn th trng Chu u.

Vo thp nin 30, vic kinh doanh ti th trng chu u ch em li 20% li nhun chung, v 50 nm sau, con s ny tng trng gp i cng vi vic m rng th trng ti chu Phi, chu , Bc M, ng u v SNG. Thp nin 80-90, Unilever bt u cng cuc ci t li cng ty vi nhiu thay i cn bn: ti c cu, thanh l ti sn, ct gim v tr qun l v nhn vin, t ra nhng mc tiu co gin, o to con ngi, xy dng i nhm, hnh thc hi hp mi m v nhiu hot ng khc na Thp nin 90 chng kin mt khong thi gian khng hong ti nh my Unilever H Lan, ni qu trnh sp nhp b cn tr bi s khc bit v lch s, c cu t chc, th trng, sn phm, a l v con ngi. Thng 2/2000, lnh o Unilever l Antony Burgmans v Niall Fitzerald thng bo k hoch nm nm ti cu trc cng ty c tn gi Path to Growth. Mc ch ca k hoch ny l ct gim chi ph hng nm ti $1,6 t v t mc 5% doanh thu vo cui nm th nht ca k hoch (doanh thu nm 1999 l khong $44 t). lm c iu ny, ban lnh o Unilever quyt nh ng ca gn 100 trong s 300 x nghip, sa thi 25 000 cng nhn ng thi ct gim chng loi sn phm xung ba ln v ch tp trung sc lc vo vic pht trin 400 nhn hiu mang li li nhun. T 1600, hng bn i 1200 thng hiu ca mnh v ch gi li nhng thng hiu thc s mang li li nhun nhng thng hiu gi v tr th nht hoc th hai trong dng sn phm nht nh no . Ngoi ra, hng cn thc hin nhng giao dch c li nh mua li nh my sn xut cc loi sn phm gip gim cn Slimfast, cng ty Bestfoods ch nhn ca sp Knorr, hay bn i phn ti sn khng cn sinh li. Pht trin, ci t, nhng nghch l v nim khao kht, l nhng t bn c th nghe thy c trong sut cu chuyn thnh cng ca Unilever ti M, chu u v chu . V bng tm nhn, kh nng cho li con tu doanh nghip trc sng to gi c trn thng trng, bng vic t chc cc kha o to, cc chng trnh h tr nhn vin, cc nh qun l ca Unilever mang li s thnh cng vt ngoi s mong i cho tp on ny.

Cng ty lin doanh Unilever Vit Nam va cng b chnh thc c cp giy chng nhn chuyn i thnh cng ty 100% vn nc ngoi sau khi mua li c phn ca i tc trong lin doanh l Tng cng ty Ha cht Vit Nam (Vinachem). Tha thun ny cho php Unilever mua li 33,33% c phn ca Vinachem trong lin doanh c thnh lp t nm 1995; trong , Unilever gp 75,3 triu USD, tng ng 66,66% tng s vn. Tuy nhin, ng Marijn van Tiggelen, Ch tch Unilever Vit Nam, t chi tit l thng tin chi tit v gi tr ca thng v chuyn nhng ny. Tr li cu hi ca bo gii, ng Tiggelen cho bit, tha thun chuyn nhng t c gia hai bn l hp l v cng bng, v rng vic ti c cu doanh nghip s khng em li bt c nh hng trc tip no n ngi lao ng hay cch thc hp tc v lm vic ca chng ti vi cc nh cung cp, khch hng, nh phn phi. Sau khi hon tt vic mua li c phn t Vinachem, Unilever Vit Nam chnh thc c B Ti chnh cp giy chng nhn chuyn i thnh cng ty 100% vn nc ngoi hot ng ti Vit Nam. Cng ty mi c tn gi l Cng ty TNHH Quc t Unilever Vit Nam (Unilever Vietnam International Company Limited, gi tt l Unilever Vit Nam) v hin nay cha c s thay i v vn. ng Duy Phi, Tng gim c Vinachem, khng nh vi bo gii rng, mc d vic u t ca Vinachem trong lin doanh chm dt, song vai tr ca Vinachem, thng qua mi quan h sn xut gia cng di hn gia cc cng ty thnh vin ca Vinachem vi Unilever Vit Nam, ang c m rng, ng thi gip Tng cng ty c thm ngun lc ti chnh m rng sn xutUnilever

v hnh trnh i mi sn phm

Mt cuc iu tra gn y do Euromonitor International hng chuyn nghin cu v th trng v ngi tiu dng tin hnh cho thy, ch tnh ring trong nm ngoi, th trng hng tiu dng c tng cng dng cht vitamin, gim cholesterol v h tr gim cn t 253 t USD v d bo n nm 2012, con s ny c th t n 407 t USD. Trong nhng nm gn y, Unilever thng xuyn lm bun lng cc c ng: nhiu ch s kinh doanh cho thy hng ang thua km hai i th ca mnh l Nestle v Proter&Gamble. Ch trong qu 1 nm nay, Unilever tng mc li nhun ln 10%, t 1,3 t USD, song i vi Procter&Gamble, nhng con s ny chng c g l n tng: g khng l n t nc M kia th hin tng trng ngon mc vi 17% v li nhun ln ti 4,6 t USD.

Bn cnh , cc c ng ca Unilever cn lo lng mt iu rng tp on ang tng bc thua trn ngay trn sn nh- th trng Ty u - ni vn em li hn doanh thu cho c tp on. Trong qu 1 va qua, doanh s bn hng ca cc chi nhnh chu u ca Unilever st gim 0,5%. ng nhin, tnh trng suy gim mc cu chung gy nh hng xu khng ch ring cho Unilever, nhng vic Nestle vn c th tng doanh s bn hng Chu u ln 2,8% khng khi khin cho nhiu nh sn xut phi suy ngh. Tp on Unilever thnh lp nm 1930, l kt qu cuc st nhp ca cng ty Lever Brothers (Anh) v Margarine Unie (an Mch). K t thi im , hng c 2 tr s chnh t ti Rotterdam, London v 2 tng gim c. Nm 2005, hng sp xp li c cu ny v t y s ch c mt tng gim

c duy nht. Ch tnh ring nm 2005, doanh s ca Unilever t cc nhn hiu Dove, Knorr, Rama, Axe, Domestos, Sunsilk tng 3%, t 39,6 t EUR. Rc ri bt u xut hin t hn na th k trc, v ngay t lc , cng ty ny c gng gii quyt. Nhng ngi ng u ca Unilever - Niall Fitzerald v Antony Burgmans - cho rng ngun gc vn nm ch cc chi nhnh a phng c trao cho qu nhiu quyn hnh. Cc chuyn gia tip th lun t mnh quyt nh chin lc qung b hay ng hng pht trin cho thng hiu mi ti a phng ca h. Kt qu l hng c n 30 phng n thit k mu m v 48 cng thc khc nhau cho ch mt sn phm, nh trng hp tng xy ra vi sp ln Rexona. Sau , mt bng danh sch di gm cc quy nh ra i chm dt tnh trng cc chi nhnh t thay i chng trnh tip th chung ca ton tp on.

Vi mc ch ct gim chi ph, Unilever tin hnh ci t cc thng hiu ang c. T 1600, hng bn i 1200 thng hiu ca mnh v ch gi li nhng thng hiu thc s mang li li nhun nhng thng hiu gi v tr th nht hoc th hai trong dng sn phm nht nh no . Ngoi ra, hng cn thc hin nhng giao dch
KIN THC NH HNG MARKETING NH HNG

Nhng iu cha bit v tip th

29/07/2009

Business World Portal xin trn trng trch ng chng I cun sch Nhng iu bn cha bit v tip th do Nh xut bn Tr mi pht hnh.

Tc gi l c vn tip th cho nhiu thng hiu ni ting th gii nh Kodak, GE, HP, Siemen, Unilever, Sony, Nokia v l gio s chuyn v tip th ti Trung n Quc t Cng Thng Hc vin (Thng Hi), ng a ra nhng tng v cng c mi trong tip th. Nhng kha cnh c tc gi cp xuyn sut qua cc hot ng tip th, t: chn/ xc nh sn phm/ th trng, n nh gi, qung b v phn phi sn phm. Chng I Tip th: N l g Nhng thng ip chnh - Thy khng c s khc bit l hiu - Bn cn bn ch C s dng bn ch P - Khng ai yu bn bng chnh bn - Bn khng thy c chnh mnh nhng nn c gng Tip th l chuyn bnh thng? Mt ngi bn ca ti - mt gio s chuyn ngnh tip th - tng ngi trong mt y ban ph trch mng u t vn lin doanh, ni. Lc cc ch doanh nghip trnh by k hoch sn xut hay ti chnh, tt c u im lng trong khi cc chuyn gia ng knh ca y ban a ra nhng xut hay t cu hi. Nhng bt c khi no cuc tho lun chuyn hng sang kh nng tip th hay tip th sn phm

th ngay lp tc ai cng phn khch tham gia. Ai cng l chuyn gia v tip th. Ti sao ai cng l chuyn gia? V ngi ta vn tin rng tip th l mt ci g rt i bnh thng. Khng may, khng phi l s tht. Nhng nu tip th khng l chuyn bnh thng th n l ci g? Tip th l nhiu th: (1) bn ch P ni ting, (2) mt trit l kinh doanh, v (3) mt ngnh khoa hc (theo mt s ngi). Ch cn bit tip th l g th bn c th hc rt nhiu v tip th ri. Bn ch P v bn ch C ni ting Lch s vn tt ca bn ch P Trc nhng nm 1960, cc gio trnh v tip th thng c cu trc theo sn phm. Chng 1 s l Tip th sn phm tiu dng; chng 2 Tip th sn phm cng nghip; chng 3 Tip th dch v; chng 4 Tip th sn phm nng nghip; v c nh th. Ri mt bui sng nm 1964, gio s Jerome McCarthy ca i hc bang Michigan thc dy v nhn ra chng u ging nhau trong tt c cc chng, lun lun l Products - Sn Phm, Place - a im, Price Gi C, v Promotion - Qung b. V th l ng pht minh ra t hp tip th bn ch P ni ting by gi, bin tt c nhng gio trnh trc thnh li thi. ng kim c hng triu la nh vo tin bn sch ca mnh. Pht minh ca McCarthy phn nh mt s thc l ngi ta d nhn thy s khc bit nhng n di nhng khc bit mi th li thng ging nhau. Nhng ngi Hy Lp c - cc trit gia thuc Leucippo v Demokrito th k th nm trc Cng nguyn - l lun rng nu bn ct nc, ct hay tht thnh nhng phn nh hn, ri nh hn na v cui cng, trc khi i n ch khng cn g, bn s c nhng ht nh ging nhau kt ni vi nhau bng nhng cch khc nhau, nhng ht khng th chia nh ngi Hy Lp gi l nguyn t - atom. V trong tip th cng th - khi ct nh bn s cn li nhng ht nh ging nhau kt ni vi nhau theo nhng cch khc nhau. V d, chng ta u bit s khc bit gia tip th ngi tiu dng v tip th khch hng cng ty l ngi tiu dng mua sn phm cho chnh s tha mn ca h cn khch hng cng ty mua sn phm sn xut nhng b phn trong mt sn phm ln hn nhm tha mn nhng khch hng khc. Nhng th xt, mt cng ty m phm pht hin chi tiu cho m phm gim hn sau khi kt hn. Ti sao li nh vy? C l ph n mua m phm nh mt thnh phn tha mn khch hng ring ca h (n ng) v quyt nh mt cch phi l l khi c c tha thun c quyn di ci tn hn nhn th nhng khon u t tha mn khch hng c gim cng khng sao chng. Nu xt theo cch th ngnh m phm cng ch l mt ngnh kinh doanh doanh nghip vi doanh nghip. Th xt mt cng ty mua mt phn lc mi, chn vn g mu p cho phng hp mi, quyn tin cho mt bui ha nhc. Tt c nhng chi ph c phi tha mn nhu cu khch hng ca h? Mt khi nhn ra mi th u tng t, chng ta c th hc c t thnh cng khng ch ca cc i th trong chnh ngnh ca ta m cn c th t thnh cng ca bt k cng ty no trong bt k lnh vc no. Ti s cho bn nhiu v d trong quyn sch ny. P hay C? P v C! Gio s mn qung co Bob Lauterborn, James L.Knight i hc North Carolina mi y pht minh ra bn ch C thay th bn ch P, l lun rng bn ch P xut pht t quan im ca nh sn xut trong khi bn ch C ca ng phn nh quan im ca ngi tiu dng. C th, Lauterborn ngh chng ta nn xem xt nhng im sau:

-Nhu cu v mun ca Ngi Tiu Dng (C th 1 - Consumer) thay v Sn Phm; -Chi Ph (C th 2 - Cost) thay v Gi C; -Truyn t (C th 3 - Communication) thay v Qung B; -S Tin Li (C th 4 - Convenience) thay v a im. V d s Tin Li l t thch hp hn a im v n ch trng vo li ch khch hng. Tuy nhin, s tin li c th ny sinh khng phi ch t a im m cn nh sn phm (v d lm cho bao b d m hn), hay gi c (v d 5 la th tin hn l 5,07 la), hay khuyn mi (v d t bn ln Nhng trang vng nin gim). Nh vy s tin li mang rt nhiu ngha. Cng nh th, ni n chi ph cho khch hng cng c nhiu ngha hn l ch ni v gi. Lauterborn ni: Tin ch l mt phn ca chi ph. Nhng g bn ang bn, chng hn bn bn bnh m kp tht, khng ch l bnh m vi gi c chnh nhau vi xu. N cn l chi ph thi gian li xe n ni bn bn, chi ph nhn thc v n tht, cha k chi ph chiu chung l tr. Gi tr khng cn n thun l bnh kp tht to hn vi gi r nht. Lauterborn ni ng. i khi mc gi zero cng c th tr nn qu t. Cch y vi nm, ti mua mt chic Jaguar thuc loi Hng tuyn ca mt i l New Orleans. Chic xe chy c hai nm nhng theo l phi c bo tr k lng. Ti phi a xe li ca hng nhiu ln sa cha cho cng mt bnh. Ngi bn lc no cng vui v bo C mang xe n nh. Chng ti s kim tra. Ngi bn n khng bao gi nhn ra a xe li, ch mn xe i tm, quay li ly xe - c chng mi thng mt ln - cng li l mt khon chi ph khng l. D nhin ci gi sa xe l khng ng nhng chi ph th li qu cao. V th ti kin i Jaguar ly li xe, ti ly li tin. (Ti tr tin mt ht 5.000 la.) Ti cng quyt nh khng bao gi mua ci g t Ford, Jaguar hay t i l ln na. Chi ph khng n gin ch l gi. Ngc li, Michael Dell h c chi ph ng k khi s hu my tnh c nhn bng cch chu n nh hay vn phng bn sa cha. ng xa b chi ph ca khch hng khi vn chuyn my, ri i mt tun hay hn m khng c my, ri sau li vn chuyn my v. Trong nhng nm gn y c xu hng i theo tip th tri nghim, tc chng ta nn c gng tip th kinh nghim s dng hn l sn phm. Bn ch C ca Lauterborn hon ton n khp vi xu hng ny. Khng phi v Dell tt hn Compaq m chnh s tri nghim s hu mt my tnh Dell sung sng hn l s hu mt my Compaq. Cng nh th, ngi i l New Orleans nhn chic xe hi bn cho ti v ch thy l mt chic xe p nhng anh ta khng ch n cm gic t hi khi c chic xe . Bn ch C ca Lauterborn l phn b sung v tri nghim ca bn ch P ca McCarthy. V th, chng ta khng nn thay t hp tip th cc cng c (bn P) bng t hp tip th ca tri nghim khch hng (bn C). Chng ta nn tm hiu c hai. Nhng nguyn tc tip th xuyn sut cc ngnh V chng ta c th gi bn ch P v C l cu trc nguyn t ca tip th - d l ngnh g - nn nhng nguyn tc v tng nm sau thnh cng trong mt ngnh hn p dng c cho mi ngnh. Mi th c nht nht ging nhau khng? Michael Dell tng t nghi ng liu phng thc phc v v bn hng trc tip ca ng c thnh cng bn ngoi ngnh my tnh c nhn khng. Vi tt c lng knh trng, ti phi phn i s nghi ng . Dell phc v tn nh vi cc sn phm v dch v ca ng. tng cng sinh ra chui ca hiu Pizza ca Dominos. V chi ph thp hn cho khch hng cng c ngha chi ph thp hn cho Dominos, cng ty m rng nhiu khu vc nh giao hng tn nh ch khng xy mt

nh hng no (nu lm nh hng th khng r cht no). Carl Sewell, mt i l xe hi, cng n nn lm ra vi dch v giao hng tn nh vi doanh thu 950 triu la. ( l mt tn tui rt ln!) Nh Sewell c ni vi chng ta trong cun sch tuyt vi ca ng: C ngh th ny, lc nm gi sng, [bn ang nh] v pht hin xe b x lp... bn gi in thoi v nhn vin k thut s chy xe n... ri lo ht cho bn. Carl Sewell khng tnh tin v xe cho bn lc nm gi sng hay l mang cho bn cha kha mi nu chng may bn lm gy cha kha trong vo gi khuya phi trng. ng ni khng th tnh tin v ch c bn b mi n gip nhau vo lc m hm khuya khot nh th m bn b th u tnh ton g vi bn b. Vy th ci s rng ri xa x ny lm sao tit kim tin cho ng c? Mt cu na: C cho l chi ph n gip khch hng n vo c xe mt 25 la. Nhng th ngh chi ph cho mt mu qung co trn radio. Dallas, vo gi vng, mt mu qung co 60 giy pht trn mt i ln mt 700 la. Vi 25 la chi cho vic gip bn vo c xe hi, c th ti c c mt khch hng trn i. Ti c th tm c bao nhiu khch hng trn i t mt mu qung co 700 la? Ti cn 28 - 700 la chia cho 25 la c 28 - t mu qung co thu c mt kt qu tng ng nh t vic gip khch hng... Suy ngh logic ni vi ti rng chng ti s khng th kim c 28 khch hng trn i t mu qung co pht trn sng radio. Tt c u cng P hay C? Sewell a ra mt im v cng quan trng y. ng xa mi ranh gii gia chin lc Qung B v a im. ng nhn nh dch v tt v qung co trn radio c th thay th nhau c! Vic a dch v n cho khch hng bt c lc no, u khch hng cn n l mt phn trong chin lc a im ca ng. Ngi ta c th ngh rng vic phc v gia m khuya khot li khng tnh ph lm chin lc a im ca ng t hn. Nhng theo cch ngh ca Sewell th li l chin lc Qung b rt hiu qu v chi ph. im quan trng y l ch P l Place - a im, Price - Gi C, Product - Sn Phm, hay Promotion - Qung B ph thuc vo quan im ca bn. y, theo quan im ca Sewell, phc v min ph tn nh khng phi l Gi c, Sn Phm, v a im - l Qung B. Mt ngi bn ca ti Michigan mua mt khu nh ln c chia thnh nm cn h hai phng, mi cn c bp v phng tm ring. Nhng nhng cn h nh, gi r cun ht nhng ngi thu nh khng c tt cho lm. Anh ta tn khi thi gian v tin bc tng kh nhng ngi thu n v sa cha nhng ch h hng. Qu chn nn, anh ui ht ngi cho thu v mun chuyn ngi nh thnh mt cn ln li. Ti ngh anh ng trn bo qung co nhng cn h di tn phng thay v cn h. By gi anh c nhng cn phng cho thu t nht trong thnh ph v cho nhng ngi lm vic thnh ph m gia nh v nh li qu xa khng th i v trong ngy. Phn Sn Phm ca anh c vn nhng xc nh li sn phm thng qua thay i Qung B l gii php, mt gii php r hn nhiu. Mt cng ty du lch nh New Orleans tp trung vo lng khch ni ting Ty Ban Nha. Lm sao th hin c s khc bit ca cng ty ny vi cc cng ty khc? Theo lut nh, loi v v gi c khng c g khc nhau gia cc cng ty. to s khc bit cho sn phm, cng ty ny qung co trn i pht thanh ting Ty Ban Nha ti a phng, h tr ti chnh cho mua v my bay v thm nh bng cch cho t cc v ly v sau khi gp . Khch hng c th gi mt khon c nh hng thng v trong mt hay hai nm th ly c v. Cch tip cn ny thnh cng rc r v chng my lu sau th ngi ch ca cng ty ny mua lun c i pht thanh m anh ta tng pht qung co. Nh vy, chin lc to khc bit cho sn phm c th l chin lc to s khc bit v gi.

Nu mt bui tho lun nhm tp trung qu nhiu vo tt c cc vn ca cng ty th ti s yu cu cc qun l qun ht mi vn v xt qua tng ch P mt. Vic s to ra nhng tng mi v xut mi ci thin tnh hnh. Kim tra tng ch P s cho thy lm th no chng ta c th to ra nhng thay i cho php ta ci thin tng ch C mt. Bn s bt ng khi thy bao nhiu l tng ra i gii quyt cc kh khn khi bn gt kh khn sang mt bn v ch tm kim gii php. C th v khi i tm li ra m khng nhn vo kh khn, chng ta d thy nhng hng m ngi khc khng thy, d dng sng to hn. Xt cho cng, ct li ca ngh thut sng to l gii php m khng c kh khn. Ging nh mt bi ht mi - u ai cn nghe bi ht mi tuyt vi cho n khi n ra i. Nhng xin nh nhng cuc tho lun nhm trong cng ty gii quyt kh khn v tm ra gii php c th thnh cng nhng chng cng c th c im bt li l to s phn ng ni ngi qun l chu trch nhim. Nu c ngi khc ngh ra c mt gii php kh thi th ti sao chnh ngi qun l chu trch nhim li khng ngh ti n trc? Ti va lm vic vi mt cng ty sn xut my thu hnh k thut s. Trong mt bui ni chuyn, ti mi bit vic sa cha ti vi k thut s mt s vng ho lnh c th mt n su tun. Ti cho rng mi khi sa cha di hn bn tun th bn vnh vin mt khch hng mua sn phm cng vi bt k sn phm no khc bn bn - cng vi cc khch hng tng lai m v khch hng n than phin. Ti a ra mt kin gii quyt vn ny: Cc v c bit xe cho mn i tm? Hy cho mn ti vi xem tm. Ngi qun l phn i rng v h c nhiu mu ti vi khc nhau nn vic phc v s gy v khi phin h. Ti p rng i l xe cho mn xe hi v chng ai ngh n chuyn mn c ng kiu ng hiu g c. Anh ta tr li rng ti vi k thut s khng ging nh xe hi: Cng ty ca chng ti khc. (Cu ny thng l ch tr n cui cng ca nhng ngi bt lc.) Nhng ngi qun l khc a ra nhiu tng. Nhng cng nhiu xut - tp trung bn t ca hng hn, tng qu bng tin, xem phim min ph - th ngi qun l chu trch nhim cng kch lit phn i bt k tng no. Mt anh ta gay v ti cm nhn c s on hn vi ti l r trong mt anh ta. C l ti s ma mai bnh phm rng rt vui khi thy s nhit tnh thi qu ca anh ta vi vn ny, v n hn tr thnh vn ca ring anh ta hn ch l vn cho khch hng ca cng ty. Nhng lm b mt khch hng s khng phi l phc v khch hng tt cho ti. V th ti ngh mi ngi vit xung tt c tng cho ngi qun l dch v nh gi v chi ph so vi li ch, t chuyn vn v li cho chnh ch. Nh ni, cc cng ty sao chp tng sn phm ca nhau ton b hay tng phn nhanh nh chp nhng li khng sao chp cc phng php tip th nhanh n th. Ti cho rng mt phn n gin l v cc qun l tip th ngn ngi tha nhn rng c ngi khc thy c con ng m h khng thy. Cc k s thng vn cho n nhng tng mi v thch hc hi t cc i th. Cc nh qun l tip th thng lm ngc li

6 nguyn tc ca cc cng ty hng u v dch v khch hng

Bi ny thuc s kin/chuyn : Chm bi vit ca DNSGCT ( Bnh chn: 3 -- Tho lun: 2 -- S ln c: 3792)

- Cc cng ty lm dch v tt nht c chung nhng nim tin v tm quan trng ca vn ha cc mi quan h v cch ng x. Nhng nim tin ny d c th hin theo nhiu cch khc nhau nhng vn

cng nhau hnh thnh c nhng nguyn tc hot ng ct li ca mi cng ty. Theo Bob Livingston, cu gim c kinh doanh ca Cng ty Lipton - mt cng ty ca Unilever, sng lp kim tng gim c iu hnh ca Cng ty REL Communications chuyn t vn v dch v khch hng th c nhng nguyn tc sau y. 1. Cc nhn vin c i x bnh ng cc cng ty lm dch v tt nht, h thng th bc vn c t ra xc nh nhim v v cng vic ca cc thnh vin, nhng khi thc hin cng vic, gip mi ngi cng to c cht lng dch v tt th cc nhn vin c i x bnh ng nh nhau, c cung cp phng tin lm vic tng xng vi yu cu dch v. 2. Xem khch hng ni b l quan trng nht cc cng ty lm dch v tt nht, cc nhn vin lun cm thy tm quan trng ca mnh, c tn trng v c i x tt. Cc cng ty ny hiu rng thi v cch ng x l nhng yu t c tnh ly lan v cch i x ca h i vi cc nhn vin s nh hng n cch cc nhn vin i x vi khch hng. Hin nhin, khng nn ngh rng vic xem trng nhn vin ng ngha vi vic xem nh khch hng. Vic cung cp dch v cho khch hng l cng vic ca tp th v cc thnh vin lm tt s lm cho tp th tt hn. 3. Xem thi lm vic v kh nng ha hp vi vn ha cng ty l yu t quan trng nht khi tuyn dng iu t hi nht lm cn tr s pht trin ca cc cng ty l tuyn dng nhng ngi khng th ha hp vi vn ha ca doanh nghip. V vy, cc cng ty hng u v dch v thng quan tm chn cc ng vin c thi lm vic v kh nng ha hp vi vn ha doanh nghip, sau s o to cho h cc k nng lm vic cn thit. 4. Cc nhn vin c trao nhiu quyn ch ng phc v khch hng tht tt nng cao cht lng dch v khch hng, cc cng ty thng trao nhiu quyn cho cc nhn vin h c th tha mn tht tt nhu cu ca khch hng. Vic cng khai tuyn dng cc nhn vin ch ng gii quyt cc vn kh m khch hng t ra cng c coi trng. Cc nhn vin c khuyn khch pht huy tnh sng to trong gii quyt vn , hn ch vic hi kin hoc xin php cp trn. 5. Tinh thn lm vic ng i c ch trng Trong mi trng lm vic khng c nhng siu sao (d vn c th bc trong t chc) th ai cng phi n lc lm vic v cn bit h tr nhau cng hon thnh nhim v. S thnh cng ca tp th bao gi cng c t ln trn thnh cng ca c nhn. 6. Cng nhn thnh tch v khen thng l mt cng c quan trng Trong nn vn ha ca doanh nghip chuyn lm dch v, s cng nhn phi mang tnh sng to v c ngha, nu khng, kt qu s i ngc li vi nhng iu m t chc mong mun. cng nhn cht lng dch v tuyt vi ca mt nhn vin, cch lm hiu qu nht l phi sm nh gi c kt qu tt ca nhn vin bng li khen chn thnh hoc th vit tay, sau biu dng trc cc ng nghip. Mun vy, nh qun l phi l ngi bit lng nghe nhn nhn thc t mt cch khch quan.