QUN TR GI MI QUAN H GIA GI V BT GIT OMO

TRNG I HC NGN HNG TP.H CH MINH KHOA QUN TR KINH DOANH

GVHD: NG TH XUN BNH

TP. H CH MINH, Thng 11/2011 DANH SCH NHM 4

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QUN TR GI MI QUAN H GIA GI V BT GIT OMO

1.

Phan Khc Hiu ( Nhm Trng) 2. L Th Phng i 3. Lm Hong Thu Hin 4. Phm Quang H 5. Nguyn Nguyn Thoi
6.

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Nguyn Th Vn Anh

7. Phm Th Thu H
8. 9.

Nguyn Th Qunh Nh Phm Kiu Trng Ngha

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MC LC
T VN ...........................................................................................................3 B. GII THIU TNG QUAN:...................................................................................4 1.Gii thiu v cng ty Unilever Vit Nam: ........................................................4 2.Sn phm bt git OMO:..................................................................................7 a. nh ngha:.................................................................................................7 b.Nhn hiu:....................................................................................................8 c.c im nhn dng:....................................................................................8 MI QUAN H GIA GI V SN PHM................................................................11 Nguyn vt liu: ...........................................................................................11 2. Bao b........................................................................................................12 3. a dng v khi lng:..............................................................................13 5. Cng ngh v c s sn xut:...................................................................14 Quan h gia Gi v tnh nng ca sn phm..................................................15 Quan h gia gi v thng hiu......................................................................19 Quan h gia gi v cc chin lc kinh doanh................................................20 D. KT LUN........................................................................................................34

T VN Vi tc kinh t pht trin ngy cng cao, trn th trng cc ngnh ngh cnh tranh ngy cng khc lit hn. Cng nh cc ngnh sn xut khc, ngnh sn xut bt git cng ang b cun theo xu hng chung ca th trng. Nhc n bt git th bt git OMO cng kh quen thuc vi ngi tiu dng. Nhng hin nay trn th trng xut hin rt nhiu bt git khc nh: Tide, Lix, Viso Cc cng ty sn xut bt git tranh th tin hnh thay i v a dng ho sn phm thu ht khch hng. Cng ty Unilever cng cho ra nhiu dng sn phm OMO khc nhau nh: OMO nh bt 99 vt bn cng u, OMO nng lng xanh Liu s thay i khch hng ngh nh th no? Vi nhiu i th cnh tranh nh th th khch hng cn tip tc s dng bt git OMO na khng? Cho nn nhng thng tin m khch hng cung cp rt cn thit cho vic hon thin tiu lun ca nhm, v h chnh l ngi trc tip s dng sn phm nn h c th
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QUN TR GI MI QUAN H GIA GI V BT GIT OMO

nh gi c sn phm mt cch chnh xc v y . Nhn bit c iu , Nhm rt mun c c nhng thng tin v thi ca ngi tiu dng bt git OMO. Liu cng ty Unilever sn xut bt git OMO c p ng y nhu cu ca ngi tiu dng cha? Lm th no cng ty Unilever c th gi khch hng c v thu ht khch hng mi. Cng vi s pht trin ca th trng cnh tranh ngy cng cao th sn phm nh th no? gi ca sn phm nh th no mi c th p ng c nhu cu ngy cng cao ca khch hng? hiu r hn nhu cu ca khch hng, hiu c kin nh gi cng nh thi ca khch hng hon thin sn phm v dch v ca mnh nhm p ng nhu cu ngy cng cao ca khch hng. Nhm vi mong mun ng gp cho cng ty Unilever nhng thng tin v thi ca ngi tiu dng bt git OMO nn lm mt ti nh l Mi quan h gia gi v bt git OMO v mc hi lng ca sn phm ny trn a bn Qun Th c, TP H Ch Minh.

B. GII THIU TNG QUAN: 1.Gii thiu v cng ty Unilever Vit Nam: - Unilever l mt tp on ton cu ca Anh v H lan ni ting th gii trn lnh vc sn xut v cc sn phm tiu dng nhanh bao gm cc sn phm chm sc v sinh c nhn v gia nh, thc n, tr v ung t tr. Cc nhn hiu tiu biu ca Unilever c tiu dng v chp nhn rng ri trn ton cu nh Lipton, Knorr, Cornetto, OMO, Lux, Vim, Lifebouy, Dove, Close-Up, Sunsilk, Clear, Ponds, Hazeline, Vaseline, vi doanh thu trn hng triu cho mi nhn hiu v ang chng t Unilever l mt trong nhng cng ty thnh cng nht th gii trong lnh vc kinh doanh chm sc sc khe ca ngi tiu dng( Personel Care). Cng vi Proctol &Gambel ( P&G), Unilever hin ang thng tr khp th gii v cc sn phm ny. L mt cng ty a quc gia vic m rng kinh doanh v t nhiu chi nhnh trn th gii chim lnh th trng ton cu l mt trong nhng mc tiu ca Unilever. Unilever Vit Nam c thnh lp nm 1995 cng l mt bc i trong chin lc tng th ca Unilever. Unilever Vit Nam thc cht l tp hp ca ba cng ty ring bit : Lin doanh Lever Vit Nam c tr s ti H Ni, Elida P/S ti Thnh ph H ch Minh v Cng ty Best Food cng t ti thnh ph H Ch Minh.T nm 1995 n nay Unilever u t khong 120 tiu USD trong 3 doanh nghip ny.
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- Unilever Vit Nam hin nay c 5 nh my ti H Ni, C chi, Th c v khu cng nghip Bin Ho. Cng ty hin ti c h thng phn phi bn hng trn ton quc thng qua hn 350 nh phn phi ln v hn 150.000 ca hng bn l. Hin nay cng ty t mc tng trng khong 35-40% v tuyn dng hn 2000 nhn vin. Ngoi ra cng ty cn hp tc vi nhiu nh my x nghip ni a trong cc hot ng sn xut gia cng, cung ng nguyn vt liu sn xut v bao b thnh phm. Cc hot ng hp tc kinh doanh ny gip Unilever Vit Nam tit kim chi ph nhp khu h gi thnh sn phm, tng cng sc cnh tranh ca cc sn phm ca cng ty ti th trng Vit Nam, ng thi cng ty cng gip cc i tc Vit Nam pht trin sn xut, m bo thu nhp cho cc nhn vin v to thm khong 5500 vic lm.Ngay sau khi i vo hot ng nm 1995, cc sn phm ni ting ca Unilever nh: OMO, Sunsilk, Clear, Dove, Ponds, Close-up, Cornetto, Paddle Pop, Lipton, Knorr.. Cng cc nhn hng truyn thng ca Vit Nam l Viso, v P/S c gii thiu rng ri v vi u th v cht lng hon ho v gi c hp l ph hp vi ti tin ca ngi tiu dng Vit Nam cho nn cc nhn hng ny nhanh chng tr thnh nhng hng ho c tiu dng nhiu nht ti th trng Vit Nam v cng vi n cng ty Unilever nhanh chng c li v thu c li nhun khng nh trn th trng Vit Nam. Trong lin doanh Lever Vit Nam, H ni bt u lm n c li t nm 1997, tc l ch sau 2 nm cng ty ny c thnh lp. Cng ty Elida P/S cng lm n c li k t khi n c thnh lp t nm 1997. Best Food cng rt thnh cng trong vic a ra c nhn hiu kem ni ting v c ngi tiu dng hoan nghnh nm 1997 l Paddle Pop (Sau ny nhn hiu ny c chuyn nhng cho Kinh ca Vit Nam) v cng ty m rng sang kinh doanh mt hng tr Lipton, bt nm Knorr, v nc mm Knorr- Ph Quc V cng ty ny hin ti cng ang hot ng rt c li.

Bng 1.2: Doanh s trong 7 nm ca Unilever

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"Ngun:Phng Marketing cng ty Leaver Vit Nam Tnh trung bnh mi nm doanh s v li nhun ca Unilever Vit Nam tng khong 30-35%/ nm k t khi cc d n ca cng ty i vo hot ng n nh v c li. Nu nm 95 doanh s ca cng ty l 20 triu USD, nm 96 doanh s ca cng ty l 40 triu USD th n nm 1998 doanh s ca cng ty l 85 triu USD v tnh n ht nm 2002 th doanh s ca cng ty l khong 240 triu USD. Vi tc tng trng chng mt nh vy Unilever Vit Nam v ang chng t rng mnh l cng ty nc ngoi thnh t nht Vit Nam hin nay.

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Bng 1.3: H thng cc sn phm ca cng ty

"Ngun : Phng marketing cng ty Lever Vit Nam" Ngoi cc hot ng kinh doanh Unilever Vit Nam cng tch cc ng gp vo cc hot ng x hi, nhn o v pht trin cng ng. Hng nm cng ty ng gp khong 2 triu la vo hot ng pht trin cng ng ti Vit Nam v cng ty vinh d c nhn bng khen ca th tng chnh ph nc ta v c thnh tch trong sn xut kinh doanh v cc hot ng x hi, nhn o, gio dc, gio dc sc khe cng ng. 2.Sn phm bt git OMO: a. nh ngha: Bt git l mt trong nhng sn phm tiu dng thit yu ca con ngi.Ngy nay vi s pht trin ca khoa hc v k thut,hng lot cc sn phm ra i.Vi nhng tnh nng vt bc,bt git khng ch git sch qun o m cn mang li hng thm v lm cho qun o trng sng hn sau mi ln git.

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b.Nhn hiu: - Nhn hiu OMO vi tn gi d nh i vi ngi tiu dng. Cht lng cm th ca nhn hiu cng cao, cc n tng lin kt vi nhn hiu cng di do, mc nhn bit v nhn hiu cng rng ri th hng trung thnh vi nhn hiu cng c cng c. Mt nhn hiu t c mt mc nhn bit nht nh, c c cht lng cm th khc bit, c cc n tng lin kt phong ph v qua duy tr v nng cao c hng trung thnh ca khch hng, s to c mt uy tn, danh ting (reputation), nht nh hoc ni mt cch khc l li th hnh nh (trademark goodwill) trn thng trng. - Ni v OMO l khch hng s bit ngay n loi bt git ni ting c cht lng, gi c hp l, thng dng v c lng nhiu khch hng trong c c nhng khch hng kh tnh. c.c im nhn dng:

Bn cnh nhng mu sc truyn thng ca OMO l , trng, xanh dng m th cn xut hin thm hai mu khc l: Xanh l cy v cam ti ca biu tng splat biu tng ca nhng vt bn chi m hc . Tt c c thit k theo phong cch mi l, hi ho, thn thin, gn gi v sng ng hn. Nhn hng OMO va tung ra th trng mu bao b mi p dng cho tt c cc sn phm thuc dng thng dng cc loi trng lng.iu khc bit mu bao b mi ny l hnh nh th hin trn hai mt chnh ca bao b. OMO l sn phm tiu dng nhanh v thit yu, nh mnh vo tnh nng git ty, c thnh phn cht ty cao hn so vi cc loi bt git khc - V sn phm mang tnh tm kim cao, nn cn ch trng n kiu dng, mu m. Kiu dng phi bt mt, gy ch v c o, khc bit vi nhng sn phm cng loi c sn trn th trng, khi sn phm ca ta c t trn cng 1 gi vi nhng nhn hiu khc trong siu th, th ngi mua s ch ngay n. - L sn phm i tr, nn gi ca sn phm khng qu cao so vi gi th trng, iu ny cho thy, trc khi lp chin lc gi nht l cho sn phm mi phi tham kho gi th trng v gi ca i th cnh tranh. - Mt ci tin mi ng ghi nhn, m c th lm hi lng cc b ni tr l: Khng cn phi ct bao b m c th d dng x bng tay s dng. V quan trng hn ht
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l s ci tin ca cht lng sn phm, c th nh bt hon ton ch dnh bn kh git nht trn qun o. d. Qu trnh thm nhp th trng Vit Nam: - Chin thut ly lng khch hng ca OMO. Nh nhng ngy u tin xm nhp th trng Vit Nam, OMO m u bng nhng mu qung co nu bt tnh nng git ty vt tri ca mnh. TVC c trng nht l phng vn ngi tiu dng v nhng tri nghim ca h khi dng bt git OMO. Hnh nh Unilever rt kt m tp ny nn tra tn khn gi trong mt thi gian di lm h n ti tn c nhng k ra cng kh hiu nghim. Hu ht ngi tiu dng u nh nm lng nhn hiu OMO. Khi nhn hiu Tide ca k phng ch th P&G chnh thc bc vo th trng th cuc ua ginh v tr trong tm tr ngi tiu dng bt u n hi gay cn. Kt hp vi qung b trn truyn hnh, bo chhai ng bt git cng bc vo mn cnh tranh. Nm 2002, th trng chng kin cuc chin khc lit v gi gia OMO v Tide nhm mc ch nhanh chng chim lnh th trng. Khi gi gim n mc sn, nhm khng gng ni na h bn r nhau tng gi. Lc ny ngi tiu dng quen thuc vi thng hiu OMO nn d c tng gi i cht h vn sn sng mc hu bao ra tr, OMO bo v c th phn. OMO lc ny t nh v mnh l trng sch vi slogan: OMO chuyn gia git ty vt bn. Chin lc nh v ny trt thnh cng v khi ngh n Omo. Ngi ta ngh ngay n c tnh trng sch. Ngoi chin lc qung co di bom trn truyn hnh, bo ch, Omo cn kt hp vi hng lot hot ng marketing khc qung b thng hiu. Nm 2002 nh du s ra i ca mt chng trnh PR thnh cng ca OMO, c dn trong ngh nh gi cao l chng trnh OMO o trng ngi sng tng lai. Chng trnh c x ny vn c duy tr tn by gi v n vn tip tc em li hiu qu marketing ln. T cui nm 2005 chng ta c chng kin mt bc chuyn mnh mi ca OMO vi chin lc marketing hng v cng ng. OMO thc s nh v trn mt tm cao m.: Omo c nh v da trn vic khai thc s tri nghim v pht trin ca tr em. Tt c mi hot ng ca OMO u hng n mc tiu nh v ny Tht vy, OMO qua thi qung b thng hiu vi tnh nng ca sn phm, h to c brand awareness tc s nhn bit thng hiu i vi khch hng. V y l lc h bc vo thi k cao cp hn: cng c thng hiu v xy dng tnh cm ca khch hng i vi thng hiu. Hng lot chng trnh ra i u hng n mc tiu nht qun ny: t chc cc chng trnh hng v cng ng nh ngy hi nhng chic ti ti nng, OMO o trng ngi sng tng lai, ngy hi Triu tm lng vng, Tt lm iu phc sung tc c nm, khuyn mi Vn tim vng cho triu tm lng vng, chng trnh sn trng hc ti 6 tnh vng su vng xa, h tr 3000 sinh vin v qu n tt Cc chng trnh thc s mang li li ch thit thc cho x hi v OMO nhanh chng ghi im trong mt vi khch hng.
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Cc chng trnh ny c c thnh cng tt p nh vy khng th khng k n vai tr quan trng ca hot ng PR. Khng ch c mt b phn PR ca Unilever m ng sau l mt lc lng hng hu cc cng ty PR sn sng tip ng. Mi chng trnh ra i l mt ln thu ht s quan tm ca mi ngi. Vi tng l mi ngi ngy nay do s d nn s khng cho con ci h cho nhng tr nng ng hc hi v pht trin, OMO gi i thng ip: "Hc hi iu hay, ngi g vt bn", khi dy thc trong cc ng b b m v vic cho con ci mnh t do nghch d hc hi. H tm cch lm cho ngi dn quan tm n vn ny v cng em ra bn lun trn bo (thc cht vn c a ra mc kin c gi li l nhng bi vit ca dn PR di nhng tn ngi gi khc nhau). Khi d lun nng ln vi ti: "S cho con ci lm g trong ma h ny- vui chi hay hc" th OMO tung ra event Ngy hi nhng chic ti ti nng ti cng vin L Vn Tm. Th l chng trnh thnh cng tt p do h bit cch to xu hng bnh lun ca ngi dn truyn i thng ip "bn khng cn s con ci nghch d v c OMO ty bay mi vt bn ri. Tip l nhng chng trnh phng vn trc tuyn vi cc chuyn gia, cc bi vit v ti nui dng lng nhn i, cm thng chia s tr nh Nhng m ngi trong ngh c vo th nh hi c ngay l c mi PR ri. Mc tiu ca vic to d lun ny l h tr cho chng trnh OMO o trng- ngi sng tng lai ang c pht ng rm r cng thi im. Sau mi s kin c OMO t chc u c gii truyn thng n nc r nhau a tin chng t quan h truyn thng ca Unilever v cng hiu qu. OMO nhanh chng c xp hng l thng hiu ni ting nht trong nghnh ha m phm. -Lch s sang trang? C th ni OMO thnh cng khi t nh v trn mt tm mi, hay ni vui l t thi k th s bc vo thi k hin i. Trong khi , i th ca h l Tide vn cn tm nh v v nng lc ty trng, tc gii thiu tnh nng sn phm. Chng ta c th thy r chin lc bnh m sandwich ca Unilever vn tip tc c duy tr vi hai lt bnh m l OMO v Viso, cn Tide l ming tht ngui nm gia. Khi OMO cn nh v l trng sch th Viso c hiu nh mt loi bt git r tin dnh cho ngi tiu dng bnh dn. Cn khi OMO tin n mt tm nh v cao hn nh by gi th ta d dng nhn thy Viso cng c nng cp vi dng sn phm Viso trng sng, c tnh c nh v l trng sng nhm cn vo th phn ca Tide. Bn cnh vn tip tc duy tr dng sn phm cp thp Viso chanh. Trong khi i th Tide ca h t ra kh thn trng v bo th (m hnh nh y l c tnh ca P&G th phi) trc chin lc marketing linh hot ca hai nhn hng kia. Bng chng l h vn ung dung rung i thng thc TVC theo m tp c rchngc nhin cha?. Tuy vy, chin lc nng cp hnh nh ca Viso c th khng e do lm n Tide theo nh tnh ton ca Unilever, nu khng c s dng cn thn cn c nguy c s i chch mc tiu ny c pht huy hiu qu nh h mong mun. Thay v p sn Tide, Viso li ln vo th phn ca OMO. Hn na cht lng ca Viso liu c th sc vi Tide hay khng, cng l iu cn xem li. Song ni g th ni, ci g cng c u im v hn ch ca n, m ca ra n gi vo th rui mui cng theo vo l iu khng trnh khi. Chng ta hy ch i xem
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liu chin thut bnh m sandwich ca h c pht huy hiu qu nh h mong mun hay khng. Ni thnh cng khng th khng cp n hn ch. Chng ta c th thy thp th bng dng ca PR trong tt c cc hot ng gn y ca OMO. C th thy PR thng m u bng vic to xu hng d lun. in hnh l chng trnh Hc hi iu hay, ngi g vt bn. MI QUAN H GIA GI V SN PHM.
I.

Gi v cc yu t cu thnh sn phm:

Nguyn vt liu: Yu t quan trng nht m bo s thnh cng ca Unilever Vit Nam trong sut 15 nm qua l: Cng ty khng ch thnh cng nh mt Doanh Nghip c lp, m bm r su vo nn kinh t v cng ng trong nc, xy dng v pht trin thnh cng cc mi quan h hp tc, i tc cht ch vi cc Doanh Nghip nh v va trong nc, d l i tc, khch hng, nh cung cp, cc bn th ba hay cc nh phn phi. Unilever Vietnam ang duy tr quan h hp tc cht ch vi mng li gm 10 Doanh Nghip hp tc sn xut gia cng, hn 100 Doanh Nghip cung cp nguyn vt liu, bao b.. Unliever h tr v vn, cng ngh, kim sot cht lng, cc tiu chun an ton v mi trng cho nhiu hng sn xut v cc nh cung ng
X nghip ho M phm Bicico - nh cung cp kem git cho Unilever, c

h tr v vn v cng ngh xy dng nh my sn xut cht ra dng lng nm 1997 v nh my k tip nm 1999. i vi 76 nh cung ng nguyn liu v 54 nh cung ng bao b Unilever xc nh cc tiu chun cht lng, thit lp u vo cng ngh v h tr ti chnh m bo s tng trng.

Vo nm 1999, NETCO l thnh vin ca VINACHEM (Tp on ha cht Vit Nam) bt u hp tc gia cng sn phm cht ty ra (Bt git, Nc ra chn, Nc lau sn nh) cho Unilever c 2 nh my: Bin Ha v H Ni. Vic hp tc ton din vi Unilever trn tt c cc lnh vc: K thut, sn xut, cng ngh, o to hun luyn sn xut cc sn phm git ra cho th trng ni a.
kt Tho thun ghi nh tht cht hn na mi quan h cung ng nguyn vt liu gia hai cng ty. Ni dung hp ng l s cung ng cho Unilever 100.000 tn/nm (trong : 65000 tn bt git, 35.000 tn cht ty ra lng).

Ngy 21/9/2010, tp on Ho cht Vit Nam (Vinachem) v Unilever k

Mc tiu ca Tho thun ghi nh ny l nhm a Vinachem tr thnh nh cung cp chin lc v l mt phn ca chui cung ng ton cu ca Unilever, bn cnh mi
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quan h hp tc di hn sn xut gia cng ch bin hin c gia Unilever v cc cng ty con thuc tp on ho cht Vinachem, hin ang c hai bn thc hin thnh cng. Theo ni dung cn bn ca Tho thun ghi nh, Unilever s tr gip v cng hp tc vi Vinachem pht trin sn xut v cung ng cc nguyn liu chnh ngay ti Vit Nam, qua gim l thuc vo nhp khu ca Vit Nam, tng cng xut khu v ng thi gip ci thin gi thnh sn xut, nng cao nng lc cnh tranh ca cc bn. Ti Vit Nam, hin nay Unilever ang mua mt s nguyn liu chnh t Vinachem v cc cng ty thnh vin ca Vinachem. Tuy nhin mt s nguyn liu chnh khc nh LAB, Sodium Sulphate, Soda Ash Light, Sorbitol v Zeolite vn phi nhp khu, vi gi tr c tnh trn 100 triu USD/nm. V vy Vinachem v cc n v thnh vin ca Vinachem s hp tc vi Unilever pht trin v sn xut nhng nguyn liu ny ti Vit nam v li ch ca c hai Bn. Hai bn s cng nhau pht trin k hoch sn xut cung ng trn c s gi cung ng cnh tranh v nhu cu s dng thc t trong tng lai. Bn cnh nhu cu mua cc nguyn liu thay th nhp khu, Unilever s tm kim c hi Vinachem xut khu cc nguyn liu chnh cho cc cng ty con khc thuc tp on Unilever, ban u tp trung vo LAB cc nc ASEAN, tip ti l Chu v cui cng l ton cu. Vic xut khu s ph thuc vo gi cung ng cnh tranh, nhu cu s dng thc t v cc yu cu v cht lng ca cc cng ty khc thuc tp on Unilever. Theo d kin, gi tr sn lung tiu th trong nc v xut khu ca d n hp tc ny s ln ti 200-250 triu USD/nm. Bn cnh , trn c s hp tc thnh cng i vi nhng nguyn liu ban u ny, cc bn s m rng hp tc i vi cc nguyn liu chnh khc nh Javel, Caustic Soda, Sodium Silicate v LAS khi c c hi. bng vic Unilever Vit Nam c mt h thng cung ng nguyn vt liu n nh v ch ng. gip tit kim chi ph nhp khu, h gi thnh sn phm, t b nh hng khi th trng nguyn vt liu bin ng tng cng sc cnh tranh ca cc sn phm ca cng ty ti th trng Vit Nam. 2. Bao b. Nu mt sn phm ring l th chng ta t ch n bao b. Nhng t sn phm trn mt quy hng bn l vi hng chc sn phm cng loi th chng khc no mt cuc thi hoa hu... Mi sn phm phi chng minh "nhan sc" ca mnh qua bao b. Bao b l phn d nhn thy nht ca sn phm mang kh nng kch thch ngi mua. Ngoi ra, Bao b c coi l P th 5 sau Product, Price, Place v Promotion, Bao b nh mt ngi bn hng im lng,v th m mt iu phi cng nhn rng bao b ca sn phm Omo rt sc s, ni bt v rt bt mt. Mu sc truyn thng ca OMO l , trng, xanh dng m. Nhn hng OMO tung ra th trng mu bao b p dng cho tt c cc sn phm thuc dng thng dng cc
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loi trng lng. Tt c c thit k theo phong cch mi l, hi ha, thn thin, gn gi v sng ng hn. Ngoi ra, OMO cn cho ra mt loi bao b hp giy bo v mi trng so vi loi bao b nilon.

Unilever khng ngn ngi chi ph u t vo bao b. D sau chin dch ny, h c th mt li th v gi bn, nhng b li, doanh thu tng mnh hn v ngi tiu dng nh n thng hiu nhiu hn. 3. a dng v khi lng: Hin nay OMO a dng mu m, trng lng : 100g,400g 800g, 3kg, 4.5kg

400g-13.500

4.5kg- 152.000

3kg- 91.000

100g- 3.500

800g- 31.500

1.5kg- 55.000

Nhn hng OMO a dng v mt khi lng tc ng tch cc n vic s dng v gi thnh ca sn phm i vi ngi tiu dng. mi mc khi lng khc nhau th ngi tiu dng c th la chn mc gi ph hp vi thu nhp ca h. Mc khc, a dng v khi lng cng l mt hnh kch thch ngi tiu dng. ng thi, h s d dng nhn ra rng, khi mua vi khi lng nhiu th trung bnh gi 1kg s r hn. V d: Omo nh bt vt bn:4.5kg=152000=> 1kg = 33777 36666 1.5kg= 55000 => 1kg=

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Ta c: gi 1 sn phm OMO = chi ph nguyn vt liu + chi ph in bao b + chi ph bn hng + chi ph khc
Ngi tiu dng mua vi khi lng ln th DN tit kim chi ph in bao b. Suy

ra, ngi tiu dng c th mua 1kg bt git OMO vi gi r hn. 4. Chng loi: OMO lin tc a ra nhiu chng loi sn phm nhm hi lng i b phn khch hng.
-

OMO ty tng hng n nhng i tng tip xc nhiu cht bn. OMO hng ngn hoa hng n ngi thch khng nh mnh v cc i tng mun tit kim phn nc xa vi. OMO matic dng cho cc i tng khch hng s dng my git. OMO dng nc git dnh cho cc khch hng c yu cu cao khng mun b dnh cn bt git.

Vi vic lin tc ci tin v a dng ha sn phm OMO p ng c nhu cu phong ph ca khch hng. 5. Cng ngh v c s sn xut: Nm 2001 Unilever trin khai h thng ERP rng khp cc chi nhnh trn th gii, nhng ban qun tr vn khng c c thng tin hp nht phm vi ton cu trong thi gian ngn. V Unilever l mt cng ty a quc gia, c c cu t chc phc tp nn vic qun l, tng hp cc ch s v bn hng v th trng l gnh nng rt ln i vi c s h tng CNTT ca tp on thi im . Sm nhn ra c nhng kh khn v thch thc ny, Unilever trin khai d n Unilever Information Project (UIP). Vi s h tr thng tin v gi nguyn vt liu v v nhng nh cung cp tt nht, Unilever c c s la chn tt hn trong vic mua nguyn vt liu vi gi thp nht, thi gian giao hng ngn nht, cht lng tt nht, t tit kim c thi gian cng nh chi ph mua nguyn vt liu v c kh nng cung cp nguyn vt liu tt nht cho b phn sn xut. Nh my Unilever Vit Nam ti C Chi c xy dng trn din tch 12, 5ha trong Khu Cng nghip Ty Bc - C Chi v gi vai tr rt quan trng trong hot ng ca Unilever Vit Nam t khi cng ty c mt ti Vit Nam vo nm 1995. y l mt trong nhng nh my sn xut sn phm ty ra gia dng dng lng ln nht ca Unilever trong khu vc chu , vi h thng bn khuy trn theo tiu chun ca Unilever v thit k tiu chun quc t, c kh nng sn xut trn 5 triu sn phm/ngy. Nh my c trang b cc thit b sn xut tin tin, p ng nhng yu cu v tiu chun cao nht ca Unilever v mt cht lng sn phm, bo m an ton v thn thin vi mi trng. n nay, Unilever u t hn 60 triu USD cho nh my Unilever VN ti huyn C Chi, to cng n vic lm cho hn 1.300 cng nhn v nhn vin vn phng; hp tc vi 85 nh cung cp nguyn vt liu v dch v trong nc, qua to cng n
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QUN TR GI MI QUAN H GIA GI V BT GIT OMO

vic lm cho hn 10.000 cng nhn ca cc i tc ang lm vic vi Unilever Vit Nam. Danh sch mt s nhn hiu bt git ca cc doanh nghip Vit Nam - Cng ty C phn Bt git Net: Bt git NET, Bt git tng hp ROSE, Bt git Blustar. - Cng ty TNHH Vico: V Dn, Waha, Fami, Star, V Dn C Gi, Bt git Mio. - Cng ty C phn bt git Lix: Lix - Cng ty C phn bt git ha cht c Giang: Bt git c Giang. - Cng ty Ho M Phm Daso-Dacco: bt git Daso, Pro 3x, Pro Siu sch - Cng ty ho m phm Quc t ICC: bt git Bay. - Cng ty TNHH Ho M Phm Ho Hp: Bt git Aka, Hoa M - Lin Hip HTX TM TP H Ch Minh (Saigon Co.op): Bt git Co.opmart hng hoa. Hin nay trn th trng c rt nhiu thng hiu bt git khc nh: Tide, Hoa M, Surf, V Dn v th ngi tiu dng c nhiu s la chn hn v iu ny ang e do th phn ca bt git OMO .Gi ca i th cnh tranh nh hng khng nh n vic nh gi ca cng ty. Ngi tiu dng nh gi v gi tr v gi c ca mt sn phm da trn nhng gi c v gi tr ca sn phm tng ng. Nu sn phm ca Unilever tng t sn phm ca P&G, Unilever phi st gi vi P&G, khng th s b mt doanh s. Nu OMO tt hn th c th gi cao hn i th. Tuy nhin, Unilever phi thc c rng cc i th cnh tranh cng c th thay i gi ca h i li vi gi ca cng ty. V c bn, cng ty s s dng nh v gi sn phm ca mnh tng quan vi sn phm ca i th cnh tranh. Quan h gia Gi v tnh nng ca sn phm. Tnh nng ca sn phm l tiu ch hng u trong vic la chn sn phm ca khch hng v n chnh l yu t trc tip tha mn nhu cu ca khch hng. Cc nh nh gi s da vo y xem xt vic chn gi cho sn phm. Gi tng bao nhiu cho 1 tnh nng mi ny ph thuc vo vic tnh nng mang li thm cho khch hng bao nhiu li ch. Chnh v vy khi s tnh nng v cht lng ca n c nng cao ng ngha vi vic khch hng s phi chi tr nhiu hn cho vic s dng chng. i vi mt hng bt git,tnh nng ct li ca chng l ty trng v kh mi. Tuy nhin vi cht lng cuc sng ngy cng nng cao,nhu cu v mong mun ca ngi tiu dng ngy cng a dng v pht trin.V gi y,bt git khng ch l cht ty ra thng thng na m n phi bao gm nhiu tnh nng khc tha mn mong mun ca khch hng nh: nh bt nhng vt bn kh Lu hng thm lu hn
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QUN TR GI MI QUAN H GIA GI V BT GIT OMO

S dng cho cc loi vi d b h tn Khng hi da tay

S dng cho my git

........................................ Vi mc ch c gng tha mn cao nht cc mong mun ca khch hng,tp on Unilever cho ra i hng lot sn phm phc v nhu cu t n gin n cao cp. Xem xt 7 dng sn phm ch yu sau ca OMO: Gi gi sn phm 3kg

Tnh nng Cng thc tinh th trng sng, mi thm d chu to cm gic cho ngi dng. OMO nng lng xanh mi cc mnh, thm su hiu qu vo cc lp vi v nh bt ngay c cc vt bn cng u n giu trong 10 ch kh git nht trn o qun. OMO mi t tin nh bt vt bn ch trong mt ln git.

OMO

87000 108500

Ngoi sc mnh vt tri nh OMO , OMO Comfor OMO Hng Ngn Hoa p hng ngn Hng ngn hoa ln tng si vi, cho o qun thm mt hoa tht lu. OMO ty an ton nh bt vt bn 10/10 ch kh git nhanh hn, t tn cng sc hn. OMO ty an ton kt hp 3 sc mnh: OMO Ty an ton

106500

- Sc mnh v - Sc mnh ch - Sc mnh ty an ton 165000

Gip nh bt ngay cc vt bn cng u n du trng 10 ch kh git nht trn qun o nhanh hn, t tn cng sc hn. OMO Matic nh bt vt bn 10/10 ch kh git. Dnh cho Bt git duy nht c cc hng my git my git ca hng u khuyn dng. trn

113000

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QUN TR GI MI QUAN H GIA GI V BT GIT OMO

OMO Matic cho my git ca trn vi cng thc t bt gip nh bt ngay c vt bn cng u n du trong 10 ch kh git nht trn qun o, ng thi bo v tt nht cho my git ca trn. nh bt vt bn 10/10 ch kh git. Bt git duy nht c cc hng my git OMO Matic hng u khuyn dng. Dnh cho OMO Matic cho my git ca trc vi my git ca cng thc t bt gip nh bt ngay c vt di bn cng u n du trong 10 ch kh git nht trn qun o, ng thi bo v tt nht cho my git ca trc. Vi tnh nng x l trc tip vt bn vt tri, nc git c cng dng hiu qu trong vic lm sch cc vt bn cng u trn qun o, nh vt n, hay vt du m, vt mc... Cng thc ca nc git cha hp cht c hot tnh b mt cao hn v m c hn, gip lm sch cc vt bn nhanh hn. Nc git c kh nng ha tan hon ton trong nc, gip thm su vo tng si vi, nh bt tn gc cc vt bn trn qun o. Nc git l gii php hon ho cho vic chm sc trang phc, k c nhng loi vi kh tnh nh la, linen, len, m trc y ngi tiu dng thng phi dng du gi hay sa tm git. Cc tnh nng ca OMO a phn l s ci tin, nng cao tnh nng ct li ca cc sn phm trc nhng gi thnh li kh cao nn ngi tiu dng c th s khng nh gi cao cc tnh nng trn.Chnh v th a phn ngi tiu dng v cc knh phn phi cng ch s dng v bn cc sn phm c bn ca OMO nh OMO v OMO hng ngn hoa. lm r hn vn v mi quan h gia gi v tnh nng chng ta cng xem xt mt vi sn phm ca i th cnh trnh ca OMO,Tide. Tnh nng Tide trng Bt git Tide trng sch, gip qun o Gi 13000/500g
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165000

Nc git OMO

Chai 2l gi 89000

QUN TR GI MI QUAN H GIA GI V BT GIT OMO

sch

trng sch nhanh chng m khng lm hi da tay ca bn. Ph vi git tay v my git ca trn, b quyt ty vt bn cng u Tide hoa c ma xun c hng mi thm du mt v lu li lu trn qun o sau khi git Tide lm hi sinh v gi qun o trng sch nht theo tiu chun M Git qun o trng sch hn n khng ng Tide hng Downy - bt git kt hp vi nc x vi Downy lu li mi thm c o v sang trng ca nc x vi Downy tht lu Mm mi vi da tay. Ph vi git tay v my git ca trn. S dng cho my git.

Tide hng hoa c ma xun

14000/400g

Tide hng Downy

13500/400g

Tide super matic

Qua so snh cc mc gi ta c th thy a phn vi mi tnh nng nhn c t sn phm, khch hng phi tr thm tin.V cc mc gi ny kh cao so vi th trng chung. Tuy nhin vn c nhng trng hp ngoi l, vi mc ch chim lnh khc th trng mi hay ginh th phn m vic thm tnh nng vo sn phm khng h quyt nh n gi thnh sn phm. C th l: S kt hp ca OMO v Comfort, cho ra i sn phm OMO Hng ngn hoa c kh nng lu gi hng thm lu hn, lm mm vi v nhng tnh nng sn c ca OMO nhng gi thnh li r hn mt vi sn phm OMO .

Tide cng c trng hp tng t khi sn phm kt hp gia Tide v Downy li c gi thp hn sn phm Tide hng hoa c ma xun. Qua ta c th thy OMO Comfort v Tide Downy l 2 sn phm ch cht ca 2 ng ln. Vi khc th trng mi m bt git dnh cho my git, OMO Matic dnh cho ca trn c gi khng h cao so vi cc sn phm OMO khc.Tuy nhin khi pht trin thnh sn phm OMO Matic dnh cho ca di th gi li tng rt cao th th trng mc tiu l nhng ngi c thu nhp cao .

Trong khi Tide hu nh khng pht trin dng sn phm dnh cho my git. Tuy nhin cc sn phm trc ca Tide cng c nhng phn ghi ch dnh cho nhng khch hng c nhu cu s dng cho my git. Ngoi ra chng ta c th nhn ra OMO v Tide ang c gng cnh tranh v cc tnh nng trong sn phm sau mt thi k cnh tranh v gi gay gt. Cuc chin bt u t
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QUN TR GI MI QUAN H GIA GI V BT GIT OMO

u thng 8/2002 khi P&G gim gi mt hng bt git Tide t 8000 xung 6000/gi 400g, Unilever phn cng ngay tc th bng cch gim gi bt git OMO t 7500 xung 5500/gi 400g. Khng dng li , P&G tip tc khiu chin vi vic gim gi t 6000 xung cn 4500/gi 400g. Unilever a ra chiu thc mi khi khuyn d cc i l: by 1 gi OMO s nhn c 1000, ng thi tng gi bng cch gim trng lng gi OMO 500g gi 5500 ch cn 400g. Ti cc ca hng tp ha, cc siu th nhn hiu OMO trn ngp th trng, nhiu thp OMO cao gn chc mt trong cc siu th ln. Gi ca bt git Tide ca P&G gim 30% so vi trc y cn gi ca OMO cng gim khong 26% v ngi hng li u tin l ngi tiu dng. Khi gi gim n mc sn, nhm khng gng ni na h bn r nhau tng gi. Cuc chin phi ng ng gi c tr v nh c. Lc ny ngi tiu dng quen vi thng hiu OMO nn d c tng gi i cht h vn sn sng mc hu bao ra tr, OMO bo v c th phn. Sau 6 thng so k, hai thng hiu ny bt tay nhau, ri c th m cng nhau tng gi n ngy hm nay. Tnh ra t nm 2002 n nay, gi bt git OMO v Tide tng khong 10000/kg. Tuy hin nay OMO v Tide ang cnh tranh nhau v tnh nng nhng c 2 li pht trin tnh nng theo 2 hng khc nhau. OMO th c gng tm ra cc nhu cu mi ca ngi tiu dng t tha mn nhng nhu cu nhng vn xoay quanh tnh nng ct li l trng sch. Trong khi Tide ang c gng nng cao cc tnh nng vn c ca mnh l thm hn v lu hn. Nn bit trc y Tide tng tht bi trong vic nh v sn phm ca mnh theo hng khng hi da tay. Nhng theo ngi tiu dng th l cht ty ra nn khng th khng gy hi da tay. Tm li, tnh nng l 1 trong nhng yu t quyt nh n gi v c th l i cng vi vic gia tng tnh nng l gi tng. Tuy nhin vic tng gi v vic thm tnh nng cn c cn nhc khch hng cng nhn nhng tnh nng . Quan h gia gi v thng hiu. Unilever cng l thng hiu, mi sn phm ca n l mt nhn hiu hng ha nh Omo, Clear, Dove Tn sn phm OMO c xem nh mt thng hiu, khi c kim chng rng nu nhc tn sn phm vi ngi tiu dng th gn nh tt c ngi tiu dng u hnh dung ra sn phm d c cng dng nh th no, hnh nh biu tng sn phm ra sao, h nhn ra c nhng nt khc bit so vi nhng sn phm cng loi, m khng cn bt k li ni gip lin tng v sn phm d. OMO l mt trong nhiu loi sn phm ca tp on Unilever, n c th c gi l mt nhn hiu hng ha, nhng OMO cng l mt thng hiu bi n l mt trong nhng v tr dn u cht lng ca trn th trng, khng ch Vit Nam m ngay c trn th gii. Khi nhc n OMO, a s ngi tiu dng Vit Nam u nhanh chng bit n l mt loi bt git v nt khc bit so vi cc sn phm cng loi khc, chnh v vy OMO c xem nh mt thng hiu trong ngi tiu dng Vit Nam. Nu a
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QUN TR GI MI QUAN H GIA GI V BT GIT OMO

s ngi tiu dng c nhu cu mua bt git, u la chn OMO th lc ny thng hiu OMO c th c xem nh mt trustmark Trustmark chnh l thng hiu c tin dng.

Khi thng hiu c inh v trong ngi tiu dng th vic ch ng nh gi i vi mi loi bt git ca OMO s d dng hn.

Khi lm pht, khng hong nn kinh t...gi c c th leo thang, tuy nhin ngi tiu dng c th tip tc s dng sn phm khi to dng c uy tn thng hiu.

Quan h gia gi v cc chin lc kinh doanh. Trong nhng nm gn y, sc cnh tranh gia hng ho Vit Nam v hng ho th trng 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 cng ty 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 Sunsilk, bt git OMO . Cng ty tn dng nhng im mnh ti a vn c ca mnh cng nh pht huy c nhng c hi ca th trng mang li doanh thu khng l mi nm. Sau y l mt vi phn tch c bn v chin lc ca cng ty. Ma trn SWOT: Opportunities O 1.Dn s ng, c cu tr.
1. 2. 3. 4.

Threats- T 1.S cnh tranh gay gt ca cc i th. 2.Sn phm thay th. 3.Tc tng trng kinh t c du hiu suy gim. 4.Khch hng ngy cng kh tnh. 5.Kh nng cnh tranh v gi b e da ngy cng gay gt.

2.Tc tng trng ngnh cao. 3.u tin thu ht vn u t nc ngoi. 4.Nn chnh tr n 5.Trnh dn tr nh.
5.

cao. 6.Gi nguyn vt liu v chi ph nhn cng trn th trng Vit Nam r
6.

S1,2,4,5,6+O1,2,4: Chin lc thm nhp th 1. 1.C ti chnh trng (Bn cc sn mnh phm hin ti ca cng 2. 2.Thng hiu ni ty nhiu hn trn th

Strengths - S

S1,4,5+T1,2: Chin lc kt hp v pha trc.( lp chi nhnh, m rng mng li phn phi sn phm).

S1,2,3,4,5,6+T2,4,1:

Pht

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QUN TR GI MI QUAN H GIA GI V BT GIT OMO

ting.

trng Vit nam thng trin sn phm. 3. 3.Cng ngh hin qua cc hot ng S1,,4,5+T5: Chin lc marketing). i. kt hp v pha sau ( u t S1,3,4,5,6+O2,5,6: vn vo cc cng ty cung 4. 4.R & D pht trin. chin lc pht trin sn ng nguyn liu). 5. 5.i ng nhn phm. vin mnh, c cht lng cao. 6.H marketing mnh.
6.

thng

W1+O1,2,4,6,: Chin W1+T1,5:Thm nhp lc kt hp v pha th trng. 1. 1.Knh phn phi trc. W1,2+T5,4,3,1: Chin cha pht trin mnh W2+O2,3,4,6: Chin lc cnh tranh v gi( ti nng thn. lc kt hp v pha sau. thiu ha cc chi ph nhng 2. 2.Gi ca OMO vn gi vng cht lng sn trung bnh cao hn cc phm c th cnh tranh sn phm cng loi phn khc th trng ngi 3. C cu t chc tiu dng c thu nhp thp chu s chi phi ca cng nng thn). ty m.

Weaknesses - W

Chin lc kinh doanh ca cng ty:

Chnh sch Chit khu tin mt ca OMO l s gim gi 20-30% cho nhng i l no thanh ton sm. Chnh sch Chit khu s lng l s gim gi cho nhng ngi mua nhiu. Chit khu c p dng cho mi khch hng nhm khch l h mua nhiu nh gim c nhiu ph tn v tng c tng li nhun ca Cng ty.
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QUN TR GI MI QUAN H GIA GI V BT GIT OMO

Chnh sch Chit khu chc nng hay Chit khu thng mi c nh sn xut ginh cho cc thnh vin trong knh phn phi nhm kch thch h han thnh tt cc cng vic ca h.

Chin lc pht trin sn phm:

Tn dng th mnh v ti chnh v cng ngh hin i cng ty khng ngng i mi v sn phm, nng cao cht lng v to ra nhng sn phm mi mang nhng tnh nng vt tri hn. + Nu nh trn truyn hnh Vit Nam va pht qung co v mt loi bt git c tn l OMO mi cha c lu th ch khong 1 thng sau li c thm qung co v mt loi OMO c ci tin vi cc cng thc c o v cht lng ngy cng tt hn, iu ny cng ngy cng kch thch ngi tiu dng dng th cc sn phm ca Unilever v tiu dng chng vi tc kinh ngc. Nu so snh vi loi bt git ca i th cnh tranh chnh ca cng ty l Tide th c th thy r c iu ny, c l ch c mt s b phn, khng nhiu ngi dn tiu dng sn phm Tide ca P&G v hu ht nhng ngi ti thnh th khi c hi tiu dng loi bt git g, 60% trong s h tr li l OMO.

Chin lc kt hp v pha trc:

Ngy nay, khi nn kinh t Vit Nam c nhng bc chuyn bin mnh m, to iu kin cho vic phn nhm th trng. Unilever hnh thnh nhng knh phn phi ln nh: H Ni, tp. H Ch Minh, Nng, Cn Thv.v. S pht trin mnh m ca knh phn phi a sn phm n tn tay ngi tiu dng, to iu kin thu c li nhun ln.

Chin lc kt hp v pha sau:

Hin nay OMO ang lin kt vi hai nh cung cp nguyn liu chnh l Vinachem v Bicico. Cn phi tm kim nhiu nh cung cp nguyn vt liu hn, gim p lc t cc nh cung cp, m bo ngun nguyn liu cho sn xut n nh, cht lng tt v gi c cnh tranh. Thng qua vic lin kt y mnh vic pht trin cc ngun hng mi p ng cho yu cu pht trin sn phm mi cho cng ty v tm kim ngun nguyn liu gi thp h tr cho chin lc cnh tranh v gi. Chin lc cnh tranh v gi: OMO s dng chin lc gi thm nhp th trng.Do , Cng ty vn gi gi bn v cht lng khng thay i d gi cc loi sn phm khc cng loi tng do nh hng ca gi nguyn liu, gi xng du tng. Cc bin php ny gip OMO dn dn dnh ly th phn cao. Bn cnh , OMO ang y mnh cc chng trnh khuyn mi nh: tng thm khi lng sn phm gi khng i; mua OMO tng theo sn phm nh km Chin lc thm nhp th trng:

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QUN TR GI MI QUAN H GIA GI V BT GIT OMO

Hin nay, th trng bt git khu vc thnh th ang c xu hng bo ha. V vy, cc hng bt git ang dn c xu hng m rng th trng v khu vc nng thn. Tn dng th mnh v thng hiu, knh phn phi, ti chnh mnh v cng ngh hin i, trnh tay ngh cao c th m rng quy m nng cao th phn bng vic y mnh marketing to bo. Bng vic tp on Unilever Vit Nam a cc sn phm bt git OMO n gn vi th trng nng thn hn. Hng lot chng trnh ra i u hng n mc tiu cng ng nh: chng trnh sn trng hc ti 6 tnh vng su vng xa v cc chng trnh cng ng Cc chng trnh thc s mang li li ch thit thc cho x hi v OMO nhanh chng ghi im trong mt ngi tiu dng. Chin lc xc tin: y mnh qung co cc sn phm ca doanh nghip trn cc phng tin thng tin i chng. C th ni rng y l mt thnh cng nht, t c hiu qu cao nht v cng gy c n tng mnh m nht trong tm tr nhng ngi tiu dng Vit Nam. C th mnh v ti chnh v s bng n ca cng ngh thng tin, to iu kin thun li cho vic qung co sn phm, hnh nh v thng hiu ca Unilever. Chng ta c th thy r iu ny v nu nh cm trn tay mt cun tp ch hay bo no ni v tiu dng th trn chc chn c qung co ca cng ty Unilever v mt mt hng no trong nhm sn phm ny. Hay nh trn truyn hnh trng tm trong qung co ca cng ty Cng ty Unilever chia ra lm 2 mng hot ng chnh:
1. Th nht l thc hin qung co vi tn sut cao cc sn phm ca mnh trong cc

knh truyn hnh ca Vit Nam v cc knh truyn hnh cc a phng. Bt c mt chng trnh phim truyn v gii tr no hay th dt khot trc, sau, hoc trong khi xem truyn hnh khn gi s c xem cc on phim qung co y cng phu, ti vui v i vo lng ngi xem mt cch nh nhng ca cng ty Unilever Vit Nam cho cc sn phm chm sc c nhn v gia nh ca mnh.
2. Ngoi chin lc qung co di bom trn truyn hnh, bo ch, OMO cn kt

hp vi hng lot hot ng marketing khc qung b thng hiu.T , OMO ngy cng trng thnh hn khi PR nhp cuc song song vi hot ng marketing. Nm 2002 nh du s ra i ca mt chng trnh PR thnh cng ca OMO, c dn trong ngh nh gi cao l chng trnh OMO o trng ngi sng tng lai. Chng trnh ny vn c duy tr tn by gi v n vn tip tc em li hiu qu marketing ln. Theo thng k ca i truyn hnh Vit Nam v cc nh qung co ca nm 2002 th ring qung co cc sn phm ca Unilever chim khong 35% tng thu nhp m i truyn hnh nhn c t cc hot ng qung co nhiu hn so vi bt c doanh nghip no qung co trn i truyn hnh Vit Nam, cng nh ca bt c i th cnh tranh no ca Unilever. Ch ring 4 nhm sn phm c qung co nhiu nht ca cng ty l Sunsilk, Clear, Lux, v Omo chim khong 56 t VND trong khi i th chnh ca cng ty l P&G qung co cho cc sn phm ca cng ty ny ch t khong 28 t VND.
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QUN TR GI MI QUAN H GIA GI V BT GIT OMO

Bn cnh , Unilever thc hin mt lot cc chin dch khuch trng sn phm nh:
- Nm 2005, OMO v Comfort t chc l hi dn gian vui xun n lc. - Tt 2008, nhn hng OMO- cng ty LD Unilever Vit Nam t chc chng trnh

tng v xe cho sinh vin v qu n tt. n nay OMO thc s nh v trn mt tm cao mi, OMO nhanh chng c xp hng l thng hiu ni ting nht trong ngnh ha m phm.

Tide
1. Chin lc gi. - Tide

OMO

l ming ngui nm gia.

tht - Chin lc bnh m sandwich ca Unilever vn tip tc c duy tr - Th ng v chin lc gi khi gim gi sn vi hai lt bnh m l phm nhng vn khng OMO v Viso. cp c th phn t OMO. Cnh tranh n c vi OMO v gi. By gi Tide l ming tht ngui - OMO cnh tranh gay gt nm gia. vi Tide phn khc th - Bt git Tide t 8000 trng nhng ngi c thu xung 6000/gi400gr, nhp kh. Trong khi phn tip tc khiu chin vi khc th trng ngi c vic gim gi t 6000 thu nhp trung bnh th xung cn 4500 sn phm c s gip ca Viso tide loi 400gr Gi ca bt git tide ca P&G gim 30% so vi trc y nhng vn khng ginh c th phn. =>Omo cn nh v l trng sch th Viso c hiu nh mt loi bt git r tin dnh cho ngi tiu dng bnh dn. Cn khi OMO tin n mt tm nh v cao hn nh by gi th ta d dng nhn thy Viso cng c nng cp vi dng sn phm Viso trng sng, c tnh c nh v l trng sng nhm cn vo th phn ca Tide. Tide nh nm kp gia 2 ming bnh sandwich. Gi ca OMO a dng theo loi bt git, kt hp vi chin lc qung co rm r nn ln t trong con mt ngi tiu dng so vi Tide.
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QUN TR GI MI QUAN H GIA GI V BT GIT OMO

2. Chin lc Marketing.

- Qung co theo m tp - Lun u t cho cc c: ngc nhin cha? chin lc qung co nh - Khng ch trng n event v OMO ty an ton, v ng vi mi qung co nhiu. slogan khc nhau c cch - Kinh ph marketing c qung co khc nhau. gii hn v c cu t chc - C s u t v mt ni qun l theo vng( i vi dung. Vit Nam). - Chin lc marketing mnh, a dng, c o: chin lc m ci vi kh thnh cng v c ting sng to v gy ting vang ln. nhiu slogan ni ting i km vi nhng qung co ni ting nh: OMO chuyn gia git vt bn, OMO hc hi iu hay ngi g vt bn, Tt lm iu phc ca bt git OMO, OMO nh 99 vt bn kh git.

3. Chin lc nh v sn - Theo m tp:ngc nhin - Vi

phm.

cha?

4. Chin lc knh phn - Knh phn phi qun l - Knh

phi.

phn phi rng theo vng, vng no mnh khp t Bc vo Nam. nht c th nh hng n cc vng khc.
- Khng mnh. - nh thm mng PR vi

5. PR nhp cuc.

cc chin dch: Nm 2005, t chc l hi dn gian vui xun n lc.

- Tt 2008,t chc chng

trnh tng v xe cho sinh vin v qu n tt. Bng so snh OMO v Tide:

Yu

OMO

Ghi ch

Tide

Ghi ch
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QUN TR GI MI QUAN H GIA GI V BT GIT OMO

t Gi c t t

4.5kg-123.000 i vi mc sng nng thn th bt git Omo so vi nhiu loi bt git khc nh: V Dn, Net th gi bt git Omo vn cn t.

4.5kg-122.000 Cng vi OMO th Tide ang nh vo phn khc th trng c thu nhp t kh tr ln. Nhng trong thc t nhiu ngi c thu nhp cao th a dung Tide hn. Tide c khong 4 loi bao b khc nhau. Trn bao b mi l khun mt tht ca nhng ngi m Tide gip trong s c cc nn nhn ca cn bo Katrina.

Bao b p, dng

a Omo c trn 5 loi bao b p, khc nhau, bao b ca sn phm tng i Omo rt sc s, ni bt v rt bt mt. Mu sc truyn thng ca Omo l , trng, xanh dng m. Tt c c thit k theo phong cch mi l, hi ha, thn thin, gn gi v sng ng hn. Ngoi ra, OMO cn cho ra mt loi bao b hp giy bo v mi trng so vi loi bao b nilon.

Mu thit k mi ny c bit rt ni bt vi chic nt mu vng.

Nhn hiu v cht

n gin, ngi tiu dng nh gi cao

Omo mang tn gi d nh, n gin, ngn gn, d thuc. khng Qua mt cuc iu tra ti H c ngi tiu Ni:

Tide mang tn gi d nh, ngn gn, d thuc. Th phn ca nhn

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QUN TR GI MI QUAN H GIA GI V BT GIT OMO

lng

80% nhn hiu my git dng nh hiu bt git Tide ti khuyn dng Omo. gi cao Vit Nam chim 30%. Chim 60% th trng bt git ti Vit Nam. ACN Omnibus nh gi l nhn hiu hng u ti Vit Nam (2005). 98% gia nh tng s dng OMO t nht 1 ln (TNS Consumer Panel).

Khi lng

a dng

C cc loi khi lng: 100g, a dng 400g 800g, 3kg, 4.5kg Omo ty trng Omo hng ngn hoa Omo matic Omo dng nc git Tng i

C cc loi khi lng: 100g, 400g 800g, 3kg, 4.5kg Tide hng hoa Tide super matic Tide trng sch

Chng a dng loi

Qung Nhiu, hay, Nm 2005,ch dnh ring cho Hay, cha co hp dn Omo u t vo qung nhiu co vi tng s tin l:1.868.000.000vn. S dng cc phng tin truyn thng ph bin: tivi, di, bo,internet, p phch, t ri. Ti vi: trn cc knh thng tin gii tr VTV1,VTV2, VTV3, HN, cc knh ca tnh. Tn sut: 5 ln/knh/ngy. Thi gian: lc ngh tra, gi gii lao, ti lc gia nh on t xem phim. a hnh nh qung co bt git Omo trn cc a im xe but, trn xe but.

Nm 2002, P&G dnh 28 t ng cho vic qung co ti i truyn hnh Vit Nam.

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QUN TR GI MI QUAN H GIA GI V BT GIT OMO

Theo thng k 2002, Unilever dnh 56 t ng u t qung co ti i truyn hnh Vit Nam.

III. KT QU NGHIN CU 1. Miu t ni dung nghin cu: - Nhm chng ti thc hin kho st khch hng v loi bt git Omo - i tng nghin cu ch yu l sinh vin v b ni tr ngoi ra cn nhiu i tng khc na + tui chia thnh nhiu nhm tui khc nhau nhng tp trung vo sinh vin v b ni tr vi tui t 18- 30 tui. + Gii tnh: 80% khch hng c phng vn l n, 20 % l nam. + Ngnh ngh: sinh vin + b ni tr chim phn ln, cn li l cc ngnh ngh khc: nhn vin chc, ngi bun bn kinh doanh + Thu nhp: trung bnh tnh trn thng khong di 3 triu i vi a s i tng nghin cu.Cc ngnh ngh khc c mc thu nhp cao hn ( t 3 triu tr ln). 2. Kt qu nghin cu Do gii hn v thi gian v cc yu t khc nn Nhm chng ti chon mu 100 ngi kho st. Sau khi kho st thc t 100 khch hng ti 2 a im: Trng ai hc Ngn Hng TPHCM, Siu th Co.op Mart Th c TP H Ch Minh nhm chng ti thu c kt qu nh sau: V cc loi bt git khch hng tng s dng:

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QUN TR GI MI QUAN H GIA GI V BT GIT OMO

Biu 2.1: Cc loi bt git khch hng tng s dng Qua biu 2.1 ta thy: 72% v tr tip theo l Tide v Surf chim 46% v 30%. Hoa m l loi bt git khng c khch hng a dng. S lng khch hng tng s dng bt git Omo chim t l cao nht:

\Khch hng vn u i s dng loi bt git Omo v Tide nhiu nht. Surf cng l mt loi bt git cng c ngi tiu dng s dng nhiu. Trong khi bt git Hoa m hu nh khng c khch hng bit n. Cc loi bt git khch hng ang s dng

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QUN TR GI MI QUAN H GIA GI V BT GIT OMO

biu 2.2: Cc loi bt git khch hng ang s dng Qua biu 2.1b ta thy: Omo l loi bt git c khch hng s dng nhiu nht l 68%. v tr th 2 l loi bt git Surf chim t l 16%. Tip theo l bt git Tide chim 13%. Hoa m, Daso, ViDan khng c khch hng ch ti: 0%

Hin nay bt git Omo vn chim v tr th nht. Nu nh trc kia ngi tiu dng a chung bt git Tide hn Surf th nay xu hng chuyn sang dng bt git Surf v Tide xung v tr th ba. Bt git Hoa m vn khng chim c s quan tm ca ngi tiu dng.

Biu 2.3: Knh thng tin m khch hng s dng bit sn phm

Qua biu 2.3 ta thy:

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QUN TR GI MI QUAN H GIA GI V BT GIT OMO

Qung co l knh thng thng tin c khch hng s dng nhiu nht bit n sn phm, chim t l 74%. Knh thng tin qua bn b, ngi thn cng chim t l kh cao, 36% . Knh thng tin c ngi tiu dng s dng nhiu th 2 l qua bn b, ngi thn: 36%. Internet l knh thng tin c khch hng s dng t nht.4% Qung co l knh thng tin c khch hng s dng nhiu nht v n rt ph bin v tin li. Cn hin nay ngi tiu dng t bit n sn phm qua Internet. a im khch hng chn mua sn phm

Biu

2.4:

im

ngi

tiu

dng

chn

la

sn

phm.

Qua biu 2.4 ta thy: a im c khch hng chn la mua sn phm nhiu nht l ca hng tp ho chim 68%. Ngi tiu dng chn la mua sn phm ti siu th v ch cng chim t l kh cao, ln lt l 18% v 20%. Cc ni khc chim mt t l kh khim tn l 11%. Ca hng tp ho l a im c khch hng la chn nhiu nht mua sn phm v y l ni thun tin v gi c phi chng. Hin nay h thng cc siu th

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QUN TR GI MI QUAN H GIA GI V BT GIT OMO

cng ang pht trin nhng do mc gi cn cao v tn nhiu thi gian ca ngi tiu dng nn cng t c la chn hn. Mc thun tin khi mua sn phm Biu 2.5: Mc thun tin khi mua sn phm Qua biu 2.5 ta thy: - Ngi tiu dng cm thy d dng khi mua loi bt git vi t l l 50%. - Mc rt d dng cng chim mt t l kh ln chim 40%, s lng khch hg cm thy kh khn hoc rt kh khn l khng c(0%). Do h thng ca hng tp ho l rng khp nn mi ngi thy rt d dng v d dng khi chn mua sn phm.

Dng bt git khch hng ang s dng

Biu 2.6: Dng bt git m khch hng ang s dng Qua biu 2.6 ta thy: Khch hng ch yu chn dng sn phm bt git tay chim 78% Trong khch hng s dng dng sn phm git my ch l 22%.

Vic la chn dng sn phm bt git tay l ch yu c l gii l do thu nhp ca ngi tiu dng.

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QUN TR GI MI QUAN H GIA GI V BT GIT OMO

Trng lng khch hng chn la Biu 2.7: Biu trng lng bt git c khch hng chn la

Qua biu 2.7 ta thy: Trng lng bt git di 500g chim 21%
Khch hang la chn trng lng t 500g- 1kg khi mua bt git vi t l kh cao chim 38%

Chim t l cao l trng lng bt git di 1kg ph hp vi nhu cu v li sinh hot ca 2 i tng ngin cu chnh, phn ln l sinh vin v b ni tr.
T l khch hang la chn trng lng bt git t 1-2 kg v 2-3 kg ln lt l 18% v 14%. -

Trng lng trn 3kg chim 9%

Vic la chn trng lng bt git nh th ph hp vi s tiu dng ca khch hng v s tin li khi mua. Nhn xt ca khch hng v gi c loi bt git ang dng

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QUN TR GI MI QUAN H GIA GI V BT GIT OMO

Biu 2.8: Mc gi ca sn phm so vi mc thu nhp hin ti ca khch hng Qua bng s liu kho st trc tip, vi mc thu nhp hin ti ca khch hng th mc gi ca sn phm c coi l bnh thng c s lng cao nht chim ti 62%, sau dng th hai vi mc gi c coi l t chim 30%, nhng ngc li mc nh gi qu r th 0%, cn mc gi qu t v r th chim phn trm xp x bng nhau ch 3%,5%. Nhn xt chung. Cuc iu tra cho thy phn ln ngi tiu dng v ang dng bt git OMO. Khch hng dnh nhiu u i khi c hi v loi bt git ny. Hu ht mi ngi u cho rng OMO c nhng c im vt tri hn hn so vi cc loi bt git khc trn th trng hin nay. OMO c cht lng tt, cng dng ty sch vt bn cao, mi hng d chu, an ton cho da tay Khng nhng th hnh nh bt git OMO tr nn qu quen thuc vi ngi tiu dng bi n c nhng chng trnh qung co, khuyn mi rm r. y l mt trong nhng chiu thc c hiu qu nht a sn phm n gn vi ngi tiu dng hn. lm c iu ny cht lng sn phm cng quyt nh mt phn. Cht lng sn phm c tt th mi ngi sau khi dng th mi gii thiu cho bn b, ngi thn. Vy l sn phm ca OMO li mt ln na c qung co c hiu qu hn. Cn mt kha cnh na m khch hng cng rt quan tm l knh phn phi. Khch hng s cm thy hi lng, thoi mi khi mua c sn phm ca mnh bt c ni u. OMO cng lm c iu ny. bt c ni u: ch, siu th, ca hag tp ho, bn u c th chn mua sn phm ca cng ty. OMO l hng bt git lun i u v cng ngh v qung co

D. KT LUN
Nhn chung qung ng nh v theo hng mi ca OMO vn cha di song nhng g h lm c ng coi l thnh cng. Thnh cng trong vic m cho mnh mt li i ring trn th trng Vit Nam, thnh cng trong vic nng cao gi tr thng hiu ca mt sn phm thuc hng tiu dng thit yu. Song ni g th ni, ci g cng c u im v hn ch ca n, ni thnh cng khng th khng cp n hn ch. Bn cnh nhng u im k trn OMO cng cn mt s tn ti cn khc phc. Vi mc thu nhp hin nay, c mt s khch hng cn phn nh rng gi c ca OMO cn hi cao, cha ph hp vi ngi dn. y cng l mt trong nhng tr ngi ng k khin OMO kh chim c thin cm ca ngi tiu dng. Theo mt phn nh khch hng th bt git OMO vn cn gy hi cho da tay. Sau khi git xong, da tay b kh rt. Theo h c l cht git ty ca OMO qu cao nh hng khng tt n da tay. Hin nay trn th trng, OMO chim c mt v tr kh tt. Song vi s pht trin ca nn kinh t, ca cc hot ng thng mi, OMO ngy cng gp phi nhiu i th cnh tranh ln mnh: Tide, Surf iu ny i hi OMO cn ch trng hn
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QUN TR GI MI QUAN H GIA GI V BT GIT OMO

na v cc chng trnh khuyn mi v qung co. Mt s khch hng cho rng OMO cha ci tin nhiu v cc hnh thc qung co v cc chng trnh khuyn mi cn t. Chng ta u bit rng ngi tiu dng mun mua mt loi sn phm iu u tin m h quan tm, tm hiu chnh l mu m, bao b ca sn phm. H cha bit cht lng ra sao nhng nu mu m p, thu ht th h s c cm tnh. Nhng vi OMO vic thay i mu m, kiu dng bao b cn hn ch. Thc s OMO cha to c s khc bit r rt vi cc sn phm bt git khc. Qua kho st, nghin cu, cng ty tm hiu c th trng ca sn phm OMO. V cng ty cng a ra cc gii php ph hp hi vng s p ng c tt hn nhu cu, th hiu ca ngi tiu dng v a v tr ca OMO ngy cng c khng nh v gi vng. Cng vi nhng n lc ca mnh nhn hng OMO ca Unilever chim 60% th phn ton quc, Tide ca P&G chim 20%, V DN ca VICO chim 10% cn li chia u cho cc nhn hng khc.

Xin trn trng cm n c Ng Xun Bnh- ging vin mn Qun tr gi l ngi trc tip ging dy, cung cp cho chng ti nhng kin thc, kh nng nhn nhn vn v cng quan trng v chin lc gi chng ti hon thnh bi thuyt trnh ny. --------------------------- ---------------------------

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QUN TR GI MI QUAN H GIA GI V BT GIT OMO

BNG THM D KIN KHCH HNG Xin cho cc anh ch! Hin nay chng ti ang thc hin mt cuc nghin cu v hnh vi khch hng i vi sn phm bt git. Rt mong anh (ch) dnh cht thi gian tr li gip nhng cu hi sau bng cch nh du vo nhng di y: Hvtn:. Giitnh: Nam/ N ach: inthoi:.. I/Thng tin v sn phm v kin ca khch hng Cu 1a: Anh (ch) tng s dng loi bt git no sau y: a/ OMO b/ Surf c/ Tide d/ Viso e/ Vi Dan f / Da So g/ Hoa m

Cu 2: anh ch bit n bt git trn thng qua: a/ Sch bo b/ Qung co c/ Qua bn b, ngi thn d/ Qua internet e/ khc

Cu 3: Anh ch ang dng loi bt git no: a/ Git my b/ Git tay

Cu 4a: Anh (ch) ang s dng loi bt git no sau y: a/ OMO b/ Surf c/ Tide d/ Viso e/ Vi Dan f/ Da So g/ Hoa m h/ khc

Cu 4b: L do m anh ch dng loi bt git trn: L do:. Cht lng: Mu m:.
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QUN TR GI MI QUAN H GIA GI V BT GIT OMO

Gic: Thng hiu:. an ton cho da:. Khc:. Cu 5: Bn ngh nc git v bt git, loi no tit kim hn
a.

Bt git

b. nc git

Cu 6:Trng lng anh/ch chn khi mua bt git: a/ Di 500g b/ 500g-1kg c/ 1kg n 2kg d/ Ln hn 3kg Cu 7: Bn thng mua bt git u: a/ Siu th b/ Ch c/ Ca hng bn l d/ Khc Cu 8: Anh ch thch hnh thc khuyn mi no ca bt git: a/ Tng khi lng b/ Tng km sn phm c/ Gim gi, rt thm trng thng d/ Co trng thng Cu 9: Anh ch nh gi yu t lin quan n sn phm: a/ Gi c ph hp b/ Mu m p c/ Mi thm d/ An ton cho da e/ Git sch f/ Khc Cu 10: Sn phm c Bao b p v mu sc ni tri, bt mt theo bn,
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QUN TR GI MI QUAN H GIA GI V BT GIT OMO

a/ Thu ht b/ Bnh thng c/ Khng gy n tng Cu 11: Mc gi ca bt git bn ang s dng: a/ Qu t b/ t c/ Bnh thng d/ R e/ Qu r Cu 12: Bn ngh gi loi bt git bn ang dng ph hp vi cht lng ca n cha? a/ Hp l b/ Cha hp l Cu13: Mt thng bn chi ra bao nhiu mua bt git: a/ Di 50 ngn b/ 50-100 ngn c/ T 100-150 ngn d/ Trn 150 ngn Cu 14: Anh ch thch tnh nng g bt git ang s dng? a/ Git sch b/ Mi thm c/ An ton cho da d/ Khc Cu 15: Mu qung co bt git m bn thch: a/ qung co OMO b/ Qung co TIDE c/ Qung co SURF d/ Qung co VISO Cu 16: Bn s gii thiu sn phm bn ang dng cho nhng ngi khc: a/ Chn chn
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QUN TR GI MI QUAN H GIA GI V BT GIT OMO

b/ Khng chc c/ khng Cu 17: Theo bn, loi bt git bn ang dng thng xuyn c sn phm mi khng? a/ C b/ Khng Cu 18: Bn thy mu m ca bt git bn ang dng nh th no? a/ Rt p b/ p c/ Bnh thng d/ Khng p Cu 19: Tiu ch m bn t ra cho bt git m bn s dng l: a/ Git sch b/ Khng rt da tay c/ Khng cn d/ Mi thm e/ Mm f/ Khng ra mu Cu 20: Theo bn, loi bt git bn ang dng cn thay i yu t no khng?(nu c, tr li cu tip theo, khng th b qua) : a/ C b/ Khng Cu 21: Theo bn, cn thay i yu t no sau y: a/ Mu m b/ Gi c c/ Cht lng d/ Dch v chm sc khch hng 22/ Mc thun tin khi bn mua bt git. a/ Rt kh khn b/ Kh khn c/ Bnh thng d/ D dng e/ Rt d dng II/ Thng tin c nhn: 23/ Bn c thu nhp khong bao nhiu 1 thng:
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QUN TR GI MI QUAN H GIA GI V BT GIT OMO

a/ Di 1 triu ng b/ 1tr-3tr c/ 4tr-8tr d/ Ln hn 10tr 24/ Bn thuc trong tui no? a/ Di 18t b/ 18t-30t c/30t-50t d/ trn 50t 25/ Nhng kin ca bn v cc loi bt git trn th trng: .. XIN CHN THNH CM N S HP TC CA ANH CH! CHC ANH (CH) MT NGY TT LNH.

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