TRNG I HC NGN HNG TP.

H CH MINH
KHOA QUN TR KINH DOANH

BI TIU LUN NHM

MN: QUN TR GI LP: MG026_111_T01 GV: THS NG XUN BNH

TI: MI QUAN H GIA GI V THNG HIU

Chn sn phm: KOTEX

Thnh vin nhm: Th Vn Anh: 030325090232 Nguyn Minh Thnh: 030325090097 Phm Th Hng Thm: 030325090197 Nguyn Phan Thanh Nguyn: 030325090061 Nguyn Th Thu H: 030325090167

Nguyn Duy Khoa: L Th Dim L: Mai Phi Long: V Th Kiu Vy:

030325090170 030325090049 030324083069 030325090142

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1. Mc tiu nghin cu: ti nghin cu ca bi tiu lun nhm nhm mc ch: Lm r khi nim gi, thng hiu v mi quan h gia gi v thng hiu Tm hiu v cng ty Kimberly Clark v sn phm Kotex, tm hiu mi quan h gia chin lc gi v thng hiu ca sn phm Kotex. Tm hiu cc yu t khc nh hng n thng hiu Kotex 1. Phng php nghin cu: thc hin c mc tiu nghin cu, nhm su dng cc phng php sau y: Cc phng php nghin cu l thuyt: s dng cc ngun ti liu sch, bo v mt s trang web. Phng php nghin cu thc tin: iu tra, kho st bng phiu cu hi. Phng php nghin cu vn : s dng cc phng php tng hp, phn tch, so snh.

LI M U
Trong nn kinh t hin nay, thng hiu tr thnh mt khi nim quen thuc. Mc cnh tranh trn th trng ngy cng gay gt hn, ngi tiu dng ngy cng snh si hn, ko theo s ln ngi ca thng hiu. Chin lc thng hiu l i sch m bt k mt doanh nghip no cng cn c cnh tranh vi cc i th khc da trn nhng li th cnh tranh bn vng nhm t c mc tiu thng hiu. Gi tr ca thng hiu c th hin thng qua vic nh gi sn phm. Sn phm c gi cao thng c thng hiu ln v ngc li, sn phm c thng hiu lun c gi cao. V vy chnh sch gi v thng hiu c mi quan h cht ch vi nhau. Tuy nhin, trong mt s trng hp, khng phi lc no sn phm gi cao mi l sn phm c thng hiu. Nhm tm hiu v pht hin ra mt iu, c mt vi sn phm m gi c ca n khng nh hng n thng hiu ca sn phm nhiu hay c th ni mi quan h gia gi c v thng hiu loi sn phm ny khng c th hin r rng. Thng hiu ca sn phm cn c quyt nh bi nhiu yu t khc. hiu r hn v phn ny, chng ta s cng nhau i vo tm hiu mt sn phm- l Kotex, mt thng hiu lun ng hnh cng phi p.

A. TNG QUAN:

I. Chin lc gi v nhn thc ca khch hng v thng hiu.

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1. V chin lc gi v thng hiu : i vi mt cng ty, thnh cng khi a ra sn phm- yu t quan trng l c nhng chin lc gi thch hp. Vy chin lc gi c th n l g? l nhng chnh sch gi ca tng thi k c vch ra t lc u nhm i ph vi nhng bin i ca th trng trong thi gian ti, tng lai, c th l sp ti hoc cn di. Mt cch hiu khc th n l cch nh gi cho sn phm trong tng giai on. C nhiu giai on khc nhau v vy c nhiu chnh sch nh gi khc nhau cho mi giai on. Yu t thnh cng ca mt cng ty rt gn chnh l c bit n vi mt thng hiu mnh. Trc y c rt t cng ty quan tm n vn ny, nhng cng v sau ny h bt u nhn ra rng thng hiu rt quan trng. N gn lin vi ci tn ca cng ty, ci u tin mi ngi ngh n cng ty ca bn. Vic c mt thng hiu c nhiu ngi bit n v c a chung rng ri c coi l thnh cng ca cng ty. Vi mt thng hiu ni ting nh Apple chng hn, mi ng thi xut hin sn phm mi ca h u c ngi hm m cng l ngi dng di theo tng ngy bi mc hp dn ca thng hiu n. Ch cn c ci tn cng ty ca bn ngi ta s bit n nhng sn phm ca cng ty bn nh th no. 2. Mi quan h gia gi v thng hiu : Vic nh gi ca mt sn phm rt quan trng. Nu cht lng ca sn phm khng tng xng vi gi ca n th s nhn c nhng thi tiu cc t khch hng v d nh s phn nn hay s khng hi lng. Hnh nh ca cng ty s b xu i, uy tn b st gim, dn n mnh ca thng hiu gim. Cn trong trng hp gi v cht lng tng xng, thm ch cn vt mc k vng ca khch hng th s c tc ng tch cc n khch hng. Thng th vi nhng thng hiu ni ting nh Apple gi ca h cao hn cc sn phm cng loi nhng vn chy hng ch sau vi ngy pht hnh. l thnh cng ca nhng thng hiu ln khi xy dng hnh nh ca mnh trong mt ngi khch hng kh tnh, yu cu cao v d nhin l khng ngi gi cao. Vic nh gi sn phm mi cng ph thuc nhiu vo tnh hnh thng hiu hin ti. Nu chin lc truyn thng tt, to c hnh nh tt trong mt ngi tiu dng th khi nh gi sn phm ca cng ty b phn giao nhim v ny cng c c s m nng gi ln hoc gim xung trong trng hp ngc li.

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I. Tc ng qua li gia chin lc gi v thng hiu ca Kotex : Mi quan h gia gi v thng hiu trong trng hp Kotex c 2 chiu, gi n thng hiu v ngc li. Theo chiu u tin th mi lin h khng r rng lm. Bng v sinh ph n l mt sn phm thuc loi hng tiu dng thit yu. c im ca nhm hng ny l gi phn ln thng n nh v c xu hng nh mc thp v trung bnh. Kotex cng vy. Tuy l mt thng hiu tm c th gii, nhng vi mc tiu phc v i a s ph n nn gi cc sn phm ca Kotex c chia ra thnh nhng mc gi khc nhau v ph hp vi kh nng chi tr ca tt c mi ngi, tr 1 s sn phm phn khc cao cp th khng k n. Gi c phi chng v mang tnh n nh, t tng ln hoc h xung nh cc mt hng khc, cc chnh sch gi ca Kotex qua cc giai on cng nhm vo mc ch ny: gi mc trung bnh v n nh. Vi mc tiu nh vy th tc ng ca chin lc gi n thng hiu khng nm yu t gi cao, m chnh l tnh bnh dn ca n, d l mt thng hiu tm c. Tuy vy, tc ng t chin lc gi n thng hiu l khng nhiu, n mnh ch yu t chiu ngc li. Vi cc chin dch truyn thng hiu qu trong thi gian va qua, r rng Kotex xy dng c thng hiu mnh theo ng tm c quc t ca n Vit Nam. Nhng nm u tham gia vo th trng Vit, Kotex khng c bit n nhiu d rt ni ting trn th gii. Vi tng bc xy dng thng hiu thng qua truyn thng v qung co, Kotex c bit n v s dng rng ri, thm ch nhnh hn i th ni Diana. Hin nay, trong mt ngi tiu dng Kotex l mt thng hiu uy tn v cao cp, c m bo bng cht lng c kim nghim trong mt thi gian di. iu ny, vic c mt thng hiu c khng nh lm b phng cho Kotex nhm a vo Vit Nam nhng dng sn phm phn khc cao cp phc v nhm khch hng c thu nhp cao v kh tnh nh l Kotex Tempon hay Kotex Luxe... Lc ny Kotex ang tin gn n mc tiu l mt thng hiu cao cp. Qua ta thy yu t truyn thng v cng quan trng trong vic to dng thng hiu, t nh vo tm l khch hng v nh gi trong lng ngi tiu dng.
A. PHN TCH:

I. Gii thiu v kotex:

1. Cng ty Kimberly Clark:

Kimberly-Clark c thnh lp nm 1872, l mt tp on hng u ca Hoa K v cc loi sn phm chm sc sc khe cho mi ngi.
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Mi ngy c hn 1,3 t ngi trn th gii tin dng cc sn phm ca Kimberly-Clark vi nhng nhn hiu ni ting nh Kleenex, Scott, Huggies, Pull-ups, Kotex v Depend. Kimberly-Clark lun gi v tr s 1 hay s 2 v th phn ti hn 80 quc gia trn th gii v t ho c tp ch Fortune lit k trong danh sch nhng tp on c yu thch nht k t nm 1983 n nay. Vi 65.000 thnh vin trn ton th gii, cng ty n lc tr thnh mt trong s nhng tp on Tt nht th gii Mt s sn phm ca Kimberly-Clark

Nm 2000, Kimberly-Clark Vietnam (KCV) c thnh lp ti Vit Nam vi trn 400 thnh vin nng ng, nhit huyt v sng to chuyn sn xut v phn phi sn phm Kotex, Huggies va Kleenex. Vn phng KCV t ti ta nh Metropolitan v nh my t ti Bnh Dng. 2. Gii thiu v Kotex v cc sn phm: Kotex l mt trong s nhng sn phm chm sc sc khe ngi tiu dng ca cng ty Kimberly-Clark, l mt nhn hiu ra i t nhng ngy u thnh lp cng ty. c bit n l mt nhn hiu chm sc sc khe ph n ln v uy tn trn ton th gii, Kotex khng ngng a ra nhng sn phm a dng, tt nht n tiu dng, m bo an ton sc khe. Ngoi vic nghin cu tm ra sn phm mi, Kotex cn y mnh
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cc chin dch PR, chin dch gi, khuyn mi, qung co nh bng thng hiu ca mnh. Cc sn phm ca Kotex v cng a dng, di y l mt vi sn phm.

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I. Chin lc gi ca Kotex: 1. Giai on u xm nhp th trng Vit Nam: Kotex l mt nhn hiu ca tp on kinh doanh khng l ti m l Kimberly-clark, trc s m rng ca th trng ton cu ngoi cc th trng truyn thng c mc sng cao th c bit l cc th trng mi ni nh Trung Quc, n , ng Nam chnh v vy kotex khng b l v quyt tm xm nhp th trng Vit Nam-mt th trng dn s ln th 13 th gii y l mt th trng ln v tim nng. u nhng nm 1999 kotex bc nhng bc u tin vo th trng Vit Nam, mt th trng ln nhng hu nh khng c nhiu nh cung cp ln, a s l nh l v khng p ng nhu cu ca ph n v tr em Vit Nam, trong s ch ng k nht l Diana c thnh lp 1997 v v cng ty Softina, y l hai nh cung cp ch yu cho th trng Vit Nam. Mc d th trng cc sn phm chm sc ph n v tr em ti Vit Nam vn cn nhiu th phn nhng vi v th l mt cng ty nc ngoi ln u tin xm nhp vo th trng Vit Nam nn Kotex kh c ngi tiu dng chp nhn bi y cn l mt thng hiu qu mi v cha c s khng nh hay nh v thng hiu sn phm ca Kotex, kotex cha c ngi tiu dng chp nhn. Chnh v th Kimberly Clark nh gi thm nhp m rng thng hiu Kotex trn th trng Vit Nam. -Tt c iu ny lm Kotex i mt bc i ht sc khn ngoan khi quyt nh mua li thng hiu Softina-mt thng hiu c bit n nhiu cng nh phn no khng nh cht lng v sn phm chm sc ph n v tr em Vit Nam, gi tr giao dch ca thng v ny c gi kn v Kotex tin tip nhng bc i chnh xc na bng cch Kotex gn thng hiu ca mnh Kotex dn vo cc sn phm ca softina nh l mt nhn hiu con trn cc dng sn phm khc tuyn gia Kotex Softina, cng vi cc nhn khc nh Kotex White cao cp v Kotex Freedom bnh dn qua qung b c thng hiu cng nh ha nhp vo th trng sn phm chm sc ph n tr em, chnh s ha nhp vi thng hiu softina ny, xut hin lin tc cng nhn hiu softina, kotex dn bin nhn hiu Softina thnh nhn hiu con ph v kotex chnh thc c bit n nh mt thng hiu ln mnh mi v a ra cc dng sn phm ring bit nh kotex white, kotex pro, kotex tampon, kotex style, kotex freedom, kotex hng ngy S cnh tranh c quyn ca Kotex v Diana
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Vo nm 1997- mt thng hiu khc- DIANA- do cng ty c phn Diana thnh lp chnh thc i vo hot ng vi sn phm chnh l bng v sinh c sn xut bng cng ngh p chn khng. Ln u tin ngi tiu dng Vit Nam c lm quen vi bng v sinh vi 3 rnh thm, vi tnh nng u vit ca mnh sn phm nhanh chng chim c cm tnh ca ng o ngi tiu dng trn c nc v thc hin qu trnh cnh tranh gay gt vi Kotex. Khi nim Cnh tranh c quyn C c im l s phn bit sn phm. Cc sn phm v mt no l c nht nhng chng li l nhng hng thay th gn gi cho nhau. S phn bit sn phm thng i lin vi nhn hiu do nh sn xut s hu. iu ny gii thch tn "cnh tranh c quyn" bi v cc cng ty l nhng nh c quyn v chnh sn phm c th ca mnh, do c ng cu dc xung. Tuy nhin, s tn ti ca nhng mt hng thay th gn gi tc ng n quyn lc th trng ca cc cng ty: ng cu ca h thng l rt co gin. c quyn nhm Th trng do 1 s t ngi bn chi phi, trong c t nht mt s ngi bn c sc mnh ln so vi ton b th trng tc ng n gi th trng. Phn tch s cnh tranh Cng ty kimberly clark thc hin chin lc nh gi theo gi ca i th- cng ty ly gi hin hnh ca i th cnh tranh lm c s nh gi cho sn phm ca mnh, khng quan tm nhiu ti chi ph sn xut. Kotex da vo c tnh cng nh th hiu ca ngi tiu dng nh gi c lc cao, thp hay ngang bng vi i th Diana, tuy nhin do s cnh tranh gay gt v t tnh sn phm tng ng v c mc thay th cao nn Kotex nh gi ngang bng vi Diana trong khong thi gian u. Gi kotex + Kotex freedom c cnh: 8000ng. +Bng v sinh Kotex khng cnh siu mng 8 ming: 11000 ng. +Bng v sinh Kotex siu thm STYTE MAXI 8 ming: 9000 ng. Gi Diana +Bng v sinh Lebera c cnh siu thm dy 8 ming: 8500 ng. +Bng v sinh Diana siu thm khng cnh 8 ming: 11000 ng. +Diana siu thm: 9.500 ng. ..
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Da trn vic nh gi v nhng v d nu trn, Kotex v Diana cnh tranh gi ngang bng nhau, nhm khng nh thng hiu Kotex trn th trng. Kotex p dng chin lc gi cnh tranh ngang bng vi Diana, v bc u thnh cng, trong vic gi th trng v khng nh thng hiu Hng ngoi ca mnh.

1. Chin lc nh gi cao hn ca sn phm:

Sau 1 thi gian khng nh thng hiu cng nh uy tn ca mnh trong lng khch hng, Kotex dn dn chim lnh th trng v bt u nh hng chin lc gi mi. Gi Kotex: Bng v sinh Kotex hng ngy siu bo v 8 ming: 5.500 ng Kotex pro siu mng:14000 ng Bng v sinh Kotex c cnh siu thm LUXE hoa 8 ming: 21000 ng Gi Diana: Bng v sinh Diana hng ngy 8 ming: 3.500 ng. Bng v sinh Diana loi siu thm siu mng 8 ming: 12000 ng Bng v sinh Diana siu mng 8 ming: 14000 ng Kotex nh gi cao hn gi ca i th cnh tranh l Diana, v Kotex l 1 hng nc ngoi, khng nh c uy tn cng nh cht lng, dch v khch hng ca cng ty Kimberly Clark. Kotex c 1 nh hng r rng, thay v hng ti nhng khch hng chung chung th Kotex tp trung sn phm cho nhng i tng l cc bn gi mi ln, y l khch hng tim nng ca kotex trong tng lai. Kotex nh gi cao hn nhng vn c khch hng chp nhn, bi h c 1 chnh sch truyn thng cng nh hot ng khuyn mi lin tc, cc chng trnh hng v cng ng, Kotex khng ch mang li cht lng tt cho ngi tiu dng, m cn khch hng cm nhn nhng gi tr m Kotex mang li cho x hi.V th khi h nh gi cao hn Diana, iu khng nh hng ln n thi hiu ca ng tiu dng v h c thi quen cng nh nhng hiu bit v sn phm Kotex. 1. Gi cc theo cc dng sn phm:

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a. Kotex style mt bng mm mi: vi li siu thm mi super dry, mang li cm

gic thoi mi c mt khng hai, gip cc bn gi lun t tin th hin cht x-tin ca mnh.

Dy khng cnh 8: Gi 10,000/gi b. Kotex style mt li kh thong:

Siu mng cnh 8: Gi 12,000/gi

Dy khng cnh 8: Gi 10,000/gi Siu mng cnh 20: Gi 27,000/gi

Siu mng cnh 8: Gi 12,000/gi Dy khng cnh 20: Gi 23,000/gi

c. Cc dng sn phm mi: (chin lc nh gi cao hn)

Kotex luxe l sn phm cao cp vi tnh nng vt tri v tnh thm m cao p ng nhu cu ca mi ph n - HAI SC THI CA 1 V SANG TRNG .vi 2 loi sn phm: + Kotex luxe combo xc cm ca s sang trng: vi cng ngh combo t ph cho cm gic m i v kh thong cng lc. Mt s sng to khng th hon ho hn. + Kotex luxe hoa din mo ca s sang trng: sn phm cao cp vi 6 thit k

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in hoa n tnh, c o trn b mt. C thit k hin i, hp dn, cc k n tnh, mt s sang trong mang tnh thm m cao.

Kotex luxe combo gi 22,000/gi

Kotex luxe hoa gi 22,000/gi

Kotex tampns chuyn nh y m! Cho bn cm gic tht snh iu trong nhng ngy y vi cng ngh micro MAX mang lai cm gic thoi mi, y phong cch c thit k n tng v c o.

Kotex hng ngy khng khun mi-gii php gip bn bo v & khng khun mi ngy: y l ln u tin trn th trng xut hin sn phm mang tnh t ph cao n nh vy, vi thit k comfort flex gip linh hot bo v bn v lu thng kh ti a. Kotex hng ngy c 4 loi sn phm:

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Kotex Hng Ngy Khng Khun

Kotex Hng Ngy Hng T Nhin

Kotex Hng Ngy Tr Xanh Kotex Hng Ngy Siu Bo V Gi: 5,500/gi
1. Chin lc pht trin thng hiu:

T nm 2000, nhu cu x hi ngy cng pht trin, gii tr ngy cng quan tm nhiu hn n sc khe gii tnh. Biu tng mi ca kotex c v nh nhng v bay bng hn, vi nhng nt cch iu ca ch K u gi cho ta lin tng ti 1 c gi tht tha nhng k km phn nng ng c th hin nt thng ng, vi khu hiu t tin l chnh mnh (2006-2009); ti t tin, ti hiu, ti chia s (2009- 2010) Ngoi nhng sn phm v dch v cho khch hng, Kotex cng ch trng n vi qun co cho hnh nh ca mnh bng nhng hot ng thit thc nh: Qu hc bng KOTEX v n sinh ti nng ni tip sc cho ti nng ta sng. Hot ng cng ng : * Chin dch 270gram- Hnh trnh chinh phc 1 na ca con gi hin i. * Chin dch ng hnh cng c g origami- ti t tin. Ti hiu
I. CNH TRANH V NH V THNG HIU CA KOTEX V DIANA: 1. Thng ip:

Kotex:
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T tin l chnh mnh- (2006-2009) Ti t tin- ti hiu- ti chia s - (2008-2010) Diana: L con gi tht tuyt-(2008-2010) Hai thng ip ca Kotex th hin s am hiu khch hng, dn ti nng cao s uy tn trong lng khch hng-c hi thay i chin lc gi vo giai on sau
1. S ngang sc ca 2 thng hiu:

TVC (QUNG CO TRUYN HNH) Kotex: Qung co T tin l chnh ti gy n tng mnh vi hnh nh nhng c gi ht sc c tnh, t tin, cho thy con gi c th lm nhng vic c cho l bt thng, khc thng, p tan quan nim con gi yu ui, y m.Hnh nh c gi vi n ci ti tn, mc b cng nhn mu cam trong garage sa t ca Kotex c tp ch Marketing bnh chn l 1 trong nhng nh qung co n tng. Diana: Series L con gi tht tuyt vi cc li bnh c bt u Bi v cht con gi... i vo nt p duyn dng truyn thng ca con gi nhng cng khng km phn hin i. Hnh nh billboard qung co c gi vi mi tc di, vy thc tha, ngi bn ca s vi hp Socola cng c nh gi p v lng mn. Ni chung, TVC v bill board qung co ca Kotex Diana tuy c v i nghch v concept, nhng chng ai thua ai. Bi ht: Kotex: t tin l chnh ti (ca s Phng Uyn sng tc) Diana: l con gi tht tuyt (ca s- nhc s L Ct Trng L sng tc) Ni dung ca c 2 bi ht gn lin vi thng ip ca chin dch, ph hp vi th hiu khch hng mc tiu. Nhc s: t tin l chnh ti c sng tc v trnh by bi 1 Phng Uyn rt rock, rt mnh m v c tnh. L con gi tht tuyt l sn phm ca L Ct Trng L, mt c gi c cht ngng nhng cng khng km phn lng mn. Phng Uyn l 1 tn tui ni ting t lu trong lng ngh thut, cn L Ct Trng L li l 1 ti nng tr, xut thn t tng lp ngh s undergroud. C 1 nhc s u l

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nhng ci tn c gii tr yu thch, ngng m v l mt s bo chng cho cht lng cng nh phong cch bi ht. C Kotex v Diana u thnh cng trong vic thc hin nhng TVC qung co nng cao thng hiu ca mnh. V u c cng ng tr n nhn, yu thch, c 2 bi u tr thnh HIT ngay khi xut hin. Kotex c 1 nh hng r rng, thay v hng ti nhng khch hng chung chung th Kotex tp trung sn phm cho nhng i tng l cc bn gi mi ln, y l khch hng tim nng ca kotex trong tng lai. Ngoi nhng sn phm v dch v cho khch hng, Kotex cng ch trng n vic qung co cho hnh nh ca mnh bng nhng hot ng thit thc nh: Qu hc bng KOTEX v n sinh ti nng ni tip sc cho ti nng ta sng. Hot ng cng ng : Chin dch 270gram- Hnh trnh chinh phc 1 na ca con gi hin i.( Din vin ma Linh Nga l i s ca chng trnh Cng Kotex chia s v cuc sng tt p. Mc ch ca chng trnh ny l ku gi cc bn gi tm hiu v chia s nhng hiu bit ng v c th cng nh sc khe sinh sn v gii tnh) Chin dch ng hnh cng c g origami- ti t tin. Ti hiu. 3. Cc chng trnh khuyn mi ca Kotex: Kotex c bit n nh mt trong nhng thng hiu gn lin vi n lc mang cc sn phm chm sc v sinh ph n cht lng cao n gn hn vi ngi tiu dng Vit Nam. gii thiu ti cc bn gi tr nng ng v bao b v cng ngh mi cho dng sn phm Kotex S-tyle, t 15/10/2010 n ngy 15/12/2010, Cng ty Kimberly Clark, nhn hng Kotex S-tyle thc hin chng trnh khuyn mi hp dn Mua 2 tng 1. Chng trnh khuyn mi Mua 2 tng 1 ny nh li cm n ca nhn hng Kotex S-tyle cng nh ton th cng ty Kimberly Clark gi ti nhng khch hng lun tin tng v ng h nhn hng Kotex S-tyle trong sut thi gian qua. Bn cnh nhng chng trnh khuyn mi thng xuyn ca mnh, Kotex cng l nhn hng i u trong vic ti tr cho cc hot ng nng cao i sng tinh thn cho gii tr Vit Nam nh: Bc nhy S-tyle hay Qu hc bng Kotex V n sinh ti nng Vit Nam. Qua tt c nhng hot ng qung co, PR, hot ng cng ng v khuyn mi. Kotex khng nh c thng hiu ca mnh v nng cao s tn nhim trong lng khch hng, to c s khc bit vi Diana v cht lng sn phm, mu m t to
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kotex chuyn hng cnh tranh v gi khc vi Diana- chin lc nh gi cao hn nhng vn gi c khch hng chp nhn. Khuyn mi "TM V SC MU. DU NGON NM CHU"

Thi gian khuyn mi:01/08/2011 n 29/10/2011. Trong thi gian khuyn mi, khch hng mua bt k mt gi bang v sinh nhn hiu Kotex Style do Cng ty TNHH Kimberly-Clark Vit Nam sn xut c dn tem khuyn mi Tm v sc my, du ngon nm chu trn bao b s c c hi trng gii thng tht hp dn: chuyn du lch nm chu tr gi 100,000,000 triu ng Khuyn mi Kotex Pro hng Lavendar mi

MUA 2 GI KOTEX STYLE - NHN QU XINH C TNH

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I.

Kho st: Nhm thc hin mt cuc kho st nh trn phm vi qun Th c v vic s dng sn phm Kotex, thu c 101 phiu. Kt qu nh sau: tui Di 20 T 20-30 Trn 30 Kotex 25 33 23 Sn phm Diana 3 4 6 Khc 4 2 1

tui di 20 c tng cng 32 phiu, trong s ngi s dng Kotex chim t l kh cao 78,13%, Diana chim 9,38%, cn li l cc loi khc. tui t 20 -30 c 39 phiu, Kotex vn chim t l rt cao l 84,61%, Diana chim 10,26%, cn cc loi khc chim 5,12% tui trn 30, s ngi s dng Kotex chim 76,67%, Diana chim 20%, cn li l cc loi khc.

Qua s liu trn ta thy mi la tui, Kotex vn l la chn hng u. Trong 101 phiu thu c c 81 phiu ni v Kotex. Khi c hi v thng tin v Kotex c t u th c 62,19% l t qung co trn ti vi, trn bo chim 1.22%, qua Internet chim 2,44%, qua bn b l 34,15%.

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Tr li cho cu hi gi c c nh hng n vic mua sn phm ny khng th c 61 ngi l khng (chim 75,62%) v 20 ngi c (chim 24,38%)

Cn v vic c tip tc s dng sn phm ny trong thi gian n nhn c 69,14% l c, 4,945 l khng v 25,92% l cha quyt nh.

A. KT LUN: Qua nhng phn tch trn, chng ta c th nhn thy i vi loi sn phm nh Kotex, mi quan h gia gi v thng hiu th hin khng r rng. i vi nhng sn phm thng dng, nhy cm, gi khng phi l yu t quyt nh nhiu n thng hiu.Thay vo , lm nn thng hiu Kotex nh hin nay mt phn ln nh vo cc chin lc truyn thng, qung co, PR, T ho l thng hiu c hng triu ph n trn th gii tin dng, ti Vit Nam, Kotex khng ch mang n cho ngi tiu dng nhng sn phm cht lng m trong nhiu nm qua, cng vi cc hot ng x hi, gio dc dnh cho n gii nh: Chng trnh Qy hc bng v n sinh ti nng Vit Nam, Ti tr cho chng trnh nghin cu khoa hc ca Sinh Vin..., Kotex dn tr thnh ngi bn ng hnh, l ni chia s ng tin cy cho ph n Vit Nam.

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Mc lc
A. I. 1. 2. II. B. I. 1. 2. II. 1. 2. 3. 4. III. TNG QUAN:......................................................................................................................2 Chin lc gi v nhn thc ca khch hng v thng hiu.......................................2 V chin lc gi v thng hiu :............................................................................2 Mi quan h gia gi v thng hiu :.....................................................................2 Tc ng qua li gia chin lc gi v thng hiu ca Kotex :.............................3 Gii thiu v kotex:............................................................................................................3 Cng ty Kimberly Clark:...........................................................................................3 Gii thiu v Kotex v cc sn phm:......................................................................4 Chin lc gi ca Kotex:.............................................................................................7 Giai on u xm nhp th trng Vit Nam:......................................................7 Chin lc nh gi cao hn ca sn phm:............................................................9 Gi cc theo cc dng sn phm:..............................................................................9 Chin lc pht trin thng hiu:........................................................................11 CNH TRANH V NH V THNG HIU CA KOTEX V DIANA:.......12 Page 19

PHN TCH:........................................................................................................................3

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Thng ip:...............................................................................................................12 S ngang sc ca 2 thng hiu:............................................................................12 Khuyn mi Kotex Pro hng Lavendar mi..............................................................14 MUA 2 GI KOTEX STYLE - NHN QU XINH C TNH..................................15 Kho st:.......................................................................................................................15

3. Cc chng trnh khuyn mi ca Kotex:........................................................................13

KT LUN:........................................................................................................................18

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