Chin lc ca mt s i th cnh tranh : i th cnh tranh ch yu ca Unilever l hng Procter & Gamble.

Cnh tranh v nh v cho cnh tranh gia Unilever v P&G thc s l mt cuc chin tn khc 2 thng hiu ny ginh git v th ca mnh trn th trng, 2 bn i u nhau tt c cc loi mt hng, t du gi, sa tm, nc x vi, m phm ,kem nh rng.... + nh v thng hiu ca Unilever l qun chng, nh v ca P&G l cao cp v bo v ngi tiu dng. C th P&G xc nh khng ng th trng Vit Nam khi mi nhy vo Vit Nam, tuy nhin Unilever th kho st k hn. Khi mi vo Vit nam Unilever cn thn tng bc, Unilever ch trng n nhu cu c bn, nn Unilever m rng kho st trn nhiu i tng tiu dng t Bc n Nam. Cn P&G th ch quan tm n phn khc thnh th nn gp rt nhiu kh khn. + Trn phn khc th trng kem nh rng ,sn phm ni bt ca Unilever l P/s cn sn phm ni bt ca P&G l Cogate. V P&G quan tm n phn khc thnh th nn kem nh rng Cogate c nh gi cao hn so vi kem nh rng P/s . Nhng sn phm kem nh rng P/s li c Unilever u t nghin cu pht trin thnh nhiu chng loi, em li cho khch hng nhiu s la chn trong mua hng ( P/s White Now, P/s tr xanh hoa cc , P/s nga su rng.....) + Phng php qung co ca Cogate thng l cc qung co ni vi ch l cc c gio dy hc sinh v vn chm sc rng ming nn to ra s ho hng cho cha m v cc b . ng thi , gip cc b nhn thc c tm quan trng ca vic v sinh rng ming v hiu qu ca vic s dng Cogate l rng chc , nu khe.Phng php qung co ca P/s th a dng hn bi P/s c nhiu chng loi sn phm nn mi chng loi u c nhng qung co ph hp hng ti nhng khch hng mc tiu nht nh. 2.Thnh cng ca P/s : To c cc dng sn phm thc s ni bt , hu hiu , chim c lng tin ca khch hng

+P/s c rt nhiu dng sn phm, trong P/s White Now l 1 trong nhng sn phm thnh cng. to c n tng p trong mt mi ngi, n ci chnh l v kh li hi. Nhng khng phi ai trong chng ta cng u may mn s hu v kh thn k . Vy nn, c rt nhiu cch tn trang cho hm rng c trng p nhng dng nh u khng mang n kt qu mong mun. Hiu c nhng trn tr cng nh khao kht v nhu cu s hu n ci xinh xn, mt k thut tin tin t ph mi c trong kem nh rng lm trng c Unilever gii thiu ti Vit Nam vi sn phm P/S White Now. Hin nay, y c xem l b quyt lm p cho rng cc k hu hiu. Trng rng hn ch sau 1 ln chi Tin s Andrew Joiner n t phng Nghin cu & Pht trin ca ngnh hng chm sc rng ming Unilever ton cu chia s im u vit ca P/S White Now nm s c o ca k thut BT XANH cho hiu qu quang hc c trong kem nh rng. Vi nhng nghin cu v th nghim lm sng c thc hin trong thi gian di trn nhiu i tng khc nhau, sc mnh ca BT XANH gip rng trng hn tc th ch sau mt ln chi. T tin Bt Sng N Ci Chnh nh tnh nng u vit lm trng rng tc th, P/S White Now ghi im trong lng mi ngi v kh nng cu nguy mi lc mi ni. P/S White Now gip gii tr thi bay s mc cm v hm rng khng trng p hon ho, thay vo l s t tin v to n tng p trong mt mi ngi bng mt n ci ti sng. P/S White Now s tin dng tuyt i : Vi nhng im ni bt nu trn, ngay t khi mi xut hin, P/S White Now nhanh chng nhn c s yu thch ca gii tr trn th gii. Ti Php, hn 84% ngi dng b thuyt phc bi hiu qu lm trng do bt xanh mang li. V ti Vit Nam, gii tr cng dn b chinh phc bi tnh nng tuyt vi ca sn phm ny. Ngi mu din vin Thanh Hng khng ngng tm tc Hng rt hi lng kh nng lm rng trng hn tc th ca P/S White Now, gip Hng lun thoi mi khoe n ci quyn r. Doanh nhn Tng Vn th tin tng P/S White Now s gip c t tin, ta sng hn trong nhng ln gp g i tc. P/S White Now chc chn s gy ting vang ln i vi th hiu ngi tiu dng, li nhn nh ca tin s, bc s Ng ng Khanh Ch tch Hi RHM TP.HCM cho thy sn phm s l mt b quyt Bt Sng N Ci khng th thiu ca gii tr ngy nay. Nhng iu c bit v P/S White Now: - Rng trng hn ch sau 1 ln chi - Kh nng lm trng ko di sut 5 gi. - Cha ht Silica v Flouride gip gim vt v nga su rng hiu qu. - Sn phm c Lin on Nha Khoa Quc T FDI v Vin Rng Hm Mt TW OMFTI chng minh v an ton khi s dng.

+P/s Tr xanh hoa cc cng l 1 sn phm t ph , l s kt hp ca chit sut thin nhin v thnh phn khoa hc, bo v sc khe rng ming ca bn. . Tinh cht Tr Xanh v hoa cc chit xut t t nhin gip ngn nga hiu qu cc vn nhit ming. Thnh phn Canxi & Fluor gip bo v khi su rng v cho hm rng chc khe. Trong khi i th ca P/s l Colgate ch c sn phm Colgate Maxfresh tr xanh c tc dng: Cho hi th thm mt, lm rng trng hn, chng su rng. Vi thng ip kem nh rng Tr Xanh hoa cc, P/s to nn nt c o trong s kt hp gia tr xanh v hoa cc.
Qung co P/s mang tnh cng ng cao :

+Khi b Cogate chim mt th phn trn th trng , P/s thc hin chin lc PR : P/s - n ci Vit nam. Khng chn phng n l qung co trn truyn hnh , bo ch, Khng hng ti khch hng cc thnh ph ln nh H Ni, Hu, Si Gn, nng M tp trung ti th trng Playku, Gia lai, c Lc khu vc Ty Nguyn Ni c tp tc khng nh rng. 1 on gm 37 chuyn vin ca Cng ty cng 50 ngi l y t bc s chuyn v rng ming. Sut 2 thng rng r i T vn, khm, hn min ph cho ngi dn . ng thi t vn cho h phi c thi quen nh rng t nht 1 ngy/ 1ln trc khi i ng. Cng ty phi c 1 i ng chuyn gim st vic nh rng ca h sao cho to thnh 1 thi quen. +P/s qung co bng cu chuyn B Bo v B Nam. Cu chuyn th v gia 2 b con b Bo v cng li cun tr nh , nh hng cho cc b thi qun nh rng trc i ng . ng thi , to c n tng tt v nim tin ca cc bc cha m khi tiu dng sn phm ca P/s . +Chng trnh Con yu ca m do P/s ti tr l 1 chng trnh kh thnh cng, c s ng h nhit tnh t pha cc bc cha m. Bi v y l chng trnh gio dc cho cc b cch c x ng n trong cuc sng ,bit nghe li cha m, ng b, chm ch hc hnh , ha nh vi bn b. ng thi , thng qua chng trnh ny P/s cng to cho cc b thi quen nh rng bui ti bng kem nh rng P/s nga su rng. + Ngoi ra, qung co P/s Cm n m cng l 1 qung co mang tnh gio dc cao. M l ngi lun quan tm, yu thng, chm sc cc b t nhng iu nh nht, em n cho cc b nhng iu tt p nht. V vy , P/s mn hnh nh cc em nh gi li cm n n nhng ngi m tin tng , la chn sn phm kem nh rng P/s cho cc con yu ca mnh. ng thi , gio dc cho cc b hiu rng me l ngi tuyt vi nht trn cuc i cc b phi bit yu thng m ca mnh. 3.Hn ch ca qung co P/s

Nhng qung co ca P/s trn truyn hnh l nhng cu chuyn gia b v con trai, hay nhng clip v tr ph hp vi i tng tr em, ph huynh nhng cha thu ht c cc bn tr , b trng mt on th trng tim nng. P/s s dng ch yu phng tin Internet cho i tng ny. Trong khi , truyn hnh cng c gii tr yu thch. 4. xut gii php : Cng vi vic a dng ha cc hot ng sn xut kinh doanh, P/S 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, P/S 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 P/S 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. T chc cc cuc thi vit kch bn qung co cho P/s rng ri trong sinh vin hc sinh, gii tr Bi y l i tng khch hng m ponds ang hng ti. khi thc hin cc cuc thi ny s tn dng c cht xm trong gii tr, tit kim c chi ph cho thit k, chi ph nghin cu tm l, nhu cu ca khch hng, chi ph a sn phm n vi khch hng M rng chng loi, tuyn sn phm, ng thi thit k nhng qung co hng ti di tng l nhng khch hng ln tui, trung nin ( h quan tm ti vic lm tr ha da, gim np nhn.). Bi hin nay, a s cc sn phm ca Ponds cng nh qung co ch yu hng ti gii tr nhiu hn. Xc nh li cc phng tin truyn thng m Ponds s dng ph hp vi i tng khch hng m Ponds hng ti hay cha? + Nhng ngi lm vic trn my tnh, vn phng: nn la chn qung co trn Internet, tp ch + Nhng ngi nh, lm ni tr: qung co trn ti vi, radio

+ Sinh vin, hc sinh: c th qung co qua internet, t ri, cc bin qung co ngoi tri