ti tt nghip

GVHD: ThS inh Tin Minh

Chng 1: C S L LUN 1.1 Hn hp Marketing (Marketing mix) 1.1.1 Khi nim hn hp Marketing Marketing mix (hn hp hay phi thc marketing) l mt trong nhng khi nim ch yu ca marketing hin i Marketing mix l tp hp nhng cng c marketing m cng ty s dng t cc mc tiu trong th trng chn. Cc cng c marketing c pha trn v kt hp vi nhau thnh mt th thng nht ng ph vi nhng khc bit v thay i trn th trng. C th ni marketing mix l mt gii php c tnh tnh th ca cng ty (Ngun: Qun tr Marketing Philip Kotler NXB Thng K 2003) Marketing mix gm c cc thnh phn ch yu sau: Sn phm (product) Gi c (price) Phn phi (place) Xc tin (promotion) Marketing mix c th c chn t rt nhiu kh nng, c th hin nh mt hm c 4 bin s l (P1, P2, P3, P4). Marketing mix ca mt cng ty ti thi im t cho mt sn phm A c mc cht lng q, gi bn m, chi ph phn phi y, chi ph xc tin z c th hin l fAt (q, m, y, z). Mt bin s thay i s dn n s kt hp mi trong marketing mix. Khng phi tt c cc yu t thay i trong marketing mix c th iu chnh trong ngn hn. Cng ty c th iu chnh gi bn, lc lng bn hng, chi ph qung co trong ngn hn nhng ch c th pht trin sn phm mi v thay i knh phn phi trong di hn.

 ti tt nghip

GVHD: ThS inh Tin Minh

Cc thnh phn ca marketing mix Sn phm: L thnh phn c bn nht trong marketing mix. c th l sn phm hu hnh ca cng ty a ra th trng, bao gm cht lng sn phm, hnh dng thit k, c tnh, bao b v nhn hiu. Sn phm cng bao gm kha cnh v hnh nh cc hnh thc dch v giao hng, sa cha, hun huyn Gi: L thnh phn khng km phn quan trng trong marketing mix bao gm gi bn s, gi bn l, chit khu, gim gi, tn dng. Gi phi tng xng vi gi tr nhn c ca khch hng v c kh nng cnh tranh. Phn phi: Cng l mt thnh phn ch yu trong marketing mix. l nhng hot ng lm cho sn phm c th tip cn vi khch hng mc tiu. Cng ty phi hiu r, tuyn chn v lin kt nhng nh trung gian cung cp sn phm n th trng mc tiu mt cch c hiu qu. Xc tin: Thnh phn th 4 ny gm nhiu hot ng dng thng t v thc y sn phm n th trng mc tiu. Cng ty phi thit lp nhng chng trnh nh qung co, khuyn mi, quan h cng chng, marketing trc tip. Cng ty cng phi tuyn m, hun luyn v ng vin i ng bn hng. Cn lu rng trn quan im ca ngi bn, 4P l nhng cng c marketing tc ng n ngi mua. Trn quan im ca ngi mua mi cng c marketing c thit k cung cp li ch cho khch hng. Robert Lauterborn cho rng 4P l p ng 4C ca khch hng. Cng ty mun chin thng trn th trng phi p ng

 ti tt nghip

GVHD: ThS inh Tin Minh

nhu cu ca khch hng mt cch c hiu qu bng cc sn phm v gi c hp l, to thun li cho khch hng v phi c cch truyn t thch hp. Bng 1.1* M hnh 4P v 4C ca Robert Lauterborn 4P Sn phm Product Gi Price Phn phi Place Xc tin Promotion 4C i hi v mong mun ca khch hng Customer needs and wants Chi ph i vi khch hng Cost to customer Thun tin Convenience Thng t Communication (Ngun: Qun tr Marketing Philip Kotler NXB Thng K 2003)

1.1.2 Cc yu t nh hng n hn hp Marketing Marketing mix khng c khun mu chung no cho mi trng hp m n thay i theo cc yu t nh hng nh: Uy tn ca doanh nghip trn th trng: nu doanh nghip chim lnh c th phn cao th lc khng cn tn nhiu chi ph cho cc hot ng xc tin nhng vn bn c hng Yu t sn phm: sn phm khc nhau phi c cch bn hng, xc tin khc nhau. Do , doanh nghip phi thit k h thng phn phi v s dng cc cng c xc tin khc nhau. Th trng: ty thuc vo kh nng mua hng ca tng th trng m doanh nghip phi c marketing mix khc nhau. V d: sc mua ca th trng thnh th

 ti tt nghip

GVHD: ThS inh Tin Minh

cao hn ca vng su vng xa. V vy, marketing mix cho sn phm cc th trng phi khc nhau. Cc giai on ca chu k sng sn phm: mi giai on ca chu k sng sn phm c c im khc nhau nn cn c marketing mix khc nhau. 1.2 Tm quan trng xc tin Xc tin l nhng n lc ca doanh nghip thng tin, thuyt phc, nhc nh v khuyn khch khch hng mua sn phm, cng nh hiu r v doanh nghip. Nh xc tin m doanh nghip c th bn ra nhiu hn v nhanh hn (Ngun: Essential of Marketing Frances Brassington v Stephen Pettitt 2005) Nhng hot ng xc tin ny c th hin qua nhn hiu, bao b, gian hng trng by, bn hng c nhn, dch v khch hng, hi ch, cuc thi v nhng thng ip qua phng tin thng tin (nh bo ch, truyn hnh). Nhng hot ng ny do cng ty hoc do cc t chc truyn thng thc hin. Cc hot ng trong marketing mix nh lp k hoch, sn xut, sn phm, nh gi, phn phi ch yu hnh thnh bn trong doanh nghip hoc gia doanh nghip vi trung gian marketing. Trong khi , hot ng xc tin, nhn t th 4 trong marketing mix, gip cho doanh nghip truyn thng trc tip vi khch hng. 1.2.1 Mc ch ca xc tin: Thng bo cho khch hng mc tiu v s c mt ca sn phm cng ty trn th trng. iu ny rt quan trng v knh phn phi thng di, gia ngi sn xut v ngi tiu dng phi tri qua nhiu trung gian. Nh sn xut phi thng bo cho trung gian v ngi tiu dng v sn phm cung cp. Tng t, cc trung gian - bn bun, bn l - cng phi thng tin cho khch hng. Do s lng khch hng tim nng ngy cng gia tng v ranh gii a l ca th trng cng ngy cng m rng nn nhng vn truyn thng ngy cng c coi trng. Nhng sn phm tt nht

 ti tt nghip

GVHD: ThS inh Tin Minh

vn s tht bi nu khng ai bit chng ang c trn th trng. Cho nn mt trong nhng mc tiu ch yu ca xc tin l tim cch thng tin lin tc trn th trng. Xc tin cn dng khuyn khch khch hng mua sn phm, thc y sc mua nhanh hn v nhiu hn Xc tin cng dng so snh cho khch hng thy c sn phm ca doanh nghip khc vi sn phm ca cc i th cnh tranh. V d nh doanh nghip gii thiu sn phm ca h c mt trong danh sch cc mt hng t danh hiu hng Vit Nam cht lng cao. Xc tin cn l mt cng c dng thuyt phc khch hng. S cnh tranh gia cc ngnh, gia cc doanh nghip trong cng ngnh ngy cng gia tng to nn p lc cho cc chng trnh xc tin. Trong mt nn kinh t pht trin, mt sn phm d c sn xut ra tha mn nhu cu c bn vn cn c hot ng xc tin thuyt phc khch hng v h c qu nhiu nhn hiu la chn. Ngi tiu dng cng cn c nhc nh v s c sn v nhng li ch ca sn phm. Cc doanh nghip tung ra hng ngn thng ip trn ngp trn th trng nhm li ko khch hng v hnh thnh th trng mi cho sn phm. Do vy, ngay c nhng doanh nghip thnh cng cng phi thng xuyn nhc nh khch hng v sn phm, v cng ty duy tr th trng. 1.2.2 Tm quan trng xc tin Xc tin l mt yu t trng yu ca marketing mix. Mt hn hp xc tin hiu qu s c nhng ng gp quan trng cho s thnh cng ca chin lc marketing. To s khc bit cho sn phm, phn khc th trng, thc y tiu th, xy dng nhn hiu tt c u cn hot ng xc tin. i vi nhng sn phm mi, trc ht cn phi thng tin v kiu dng v nhng c trng xy dng thi tt ca khch hng i vi chng. i vi nhng sn phm c khch hng nhn bit, cn tp trung thuyt phc thay i nhn thc c a thch hn. i vi nhng

 ti tt nghip

GVHD: ThS inh Tin Minh

sn phm thng dng, cn s nhc nh gia tng s tin cy c ca ngi tiu th Nhng i tng tip nhn nhng n lc xc tin ca mt doanh nghip rt a dng nh: cc gii tiu th, c ng, nhng nhm bo v ngi dng, Chnh ph, cc thnh vin phn phi, nhn vin, cnh tranh v nhng gii cng chng khc. S giao tip vi mi i tng khc nhau do nhng khc bit v mc tiu, s hiu bit v nhu cu. Mt k hoch xc tin ca doanh nghip thng nhn mnh n sn phm v cng ty nhm dn khch hng n nh mua hng. Tuy nhin, cng ty cng c th lng thm vo hnh nh cng ty, quan im phc v, hot ng h tr cng ng, hay nhng hiu qu mang n cho x hi. Nhng li ch ca xc tin: Xy dng hnh nh cho cng ty v sn phm Thng tin v nhng c trng cho sn phm Xy dng nhn thc v sn phm mi Qung b sn phm hin c Ti nh v hnh nh hoc cng dng ca nhng sn phm bn chm hay bo ha To s hng hi cho cc thnh vin phn phi Gii thiu cc im bn Thuyt phc khch hng thay i sn phm Thc y khch hng mua Chng minh s hp l ca gi bn Gii p thc mc ca khch hng Xy dng mi quan h cht ch vi khch hng Cung cp dch v sau khi bn cho khch hng Duy tr s trung thnh ca nhn hiu
6

 ti tt nghip

GVHD: ThS inh Tin Minh

To th thun li cho cng ty so vi i th

1.3 Cc hnh thc ca xc tin Marketing hin i i hi nhiu th hn, ch khng phi ch c pht trin sn phm, nh gi hp dn v to iu kin cho khch hng tip cn sn phm. Cc cng ty cn phi thng tin n khch hng hin c v tim nng, v vic a thng tin ny khng th c thc hin mt cch ty tin. Vic a thng tin khng ch quan trng vi vic to ra v duy tr cc quan h no trong cng vic, m cn l yu t quan trng trong n lc cng ty xy dng mi quan h vi khch hng. c th truyn thng mt cch c hiu qu, cng ty thng phi thu cc cng ty qung co pht trin mt qung co c hiu qu, cc chuyn gia khuyn mi thit k cc chng trnh khuyn khch mua hng, cc chuyn gia marketing trc tip xy dng d liu, thng tin vi cc khch hng hin c hay tim nng thng qua th t v in thoi H hun luyn nhn vin bn hng ca mnh c x nim n v am hiu cng vic. i vi hu ht cc cng ty, vn ca h khng phi l c truyn thng hay khng m l phi ni g m ni mc nh th no. Tt c cc n lc truyn thng phi c phi hp thng nht vo chng trnh truyn thng chung ca cng ty. Mt cng ty hin i cn phi lin h vi cc i tc trung gian, ngi tiu dng v cc cc nhm cng chng a dng ca mnh. Ngi trung gian li thng tin cho ngi tiu dng v cc nhm cng chng khc. Ngi tiu dng truyn ming li vi nhau cng nh vi cc nhm khc. ng thi mi nhm li cung cp thng tin phn hi cho cc nhm khc. V vy, cc cng ty cn phi c mt h thng truyn thng marketing phc tp. H thng truyn thng marketing cn gi l hn hp xc tin (Promotion mix) bao gm 5 cng c truyn thng chnh:

 ti tt nghip

GVHD: ThS inh Tin Minh

Qung co: bt k hnh thc no c chi tr bi nhng nh bo tr, nhm mc ch gii thiu hoc qung b cc tng, hng ha hoc dch v mt cch i chng v rng ri. Bn hng trc tip: lc lng bn hng ca cng ty gii thiu trc tip sn phm n ngi tiu dng nhm mc ch bn hng cng nh xy dng mi quan h vi khch hng. Khuyn mi: cc chng trnh khuyn khch vic mua hng ha, dch v trong mt thi gian ngn Quan h cng chng: xy dng mi quan h tt p vi cc vi cc i tng cng chng khc nhau thng qua vic xy dng, cao hnh nh cng ty hoc gii quyt nhng s kin, cu chuyn hoc tin n bt li. Marketing trc tip: giao tip trc tip vi tng khch hng mc tiu nhm t c c 2 mc ch: c c phn hi trc tip t ngi tiu dng cng nh bi p mi quan h lu di vi khch hng. Vic s dng cc in thoi, th in t, th t, fax, internet v nhng cng c khc gip cho doanh nghip c th truyn thng mt cch trc tip vi cc c nhn khch hng. Bng 1.2* Cc cng c truyn thng ca hn hp xc tin Qung co Bn hng trc tip -n phm -Truyn thanh -Truyn hnh -Iternet -Bao b ngoi -Bao b trong -Phim nh -Cm nang -T ti -Mu hng -Hi ch -Trin thng mi -Gii bn hng Khuyn mi Quan h cng chng cho -Rt thm may -Hp bo mn -Co lm thng -Phiu thng -Ni chuyn trng -Hi tho -Bo co nm Marketing trc tip -Gi catalog -Marketing qua in thoi -Mua bn trn

-ng gp t mng thin -Fax -Ki-t -Mua bn qua

thiu -Gim gi -Mu

cho -Bo tr -Tuyn truyn

-Hi ngh bn hng hng -Hi ch

-Quan h cng TV

 ti tt nghip

GVHD: ThS inh Tin Minh

-p phch -Sch gim -Ti qung co -Pano -Bng hiu -Trng by ti quy (POSM) -T liu nghe nhn -Biu tng -Logo

-Chng trnh -Trin nin khen thng

lm ng -Vn li hnh lang -Mi trng ng

thng mi -Ti tr

sut thp -Tip khch i hng c s lng nhiu -Phiu hng -Trng by -Gii thiu mua

thun nht

-Gim gi khi -Tp ch cng ty

-Gim gi mua -Cc s kin

(Ngun: Qun tr Marketing Philip Kotler NXB Thng K - 2003)

1.4 Xy dng chin lc hn hp xc tin 1.4.1 Truyn thng tip th tch hp (IMC intergrated marketing communication) Trong sut nhiu th k, nhiu cng ty trn ton th gii phi hon thin ngh thut marketing i chng ca mnh bn ra nhng sn phm c chun ha cao n vi cc khch hng i chng ca mnh. Trong qu trnh , h pht trin cc k thut qung co vi s ng khch hng h tr cho cc chin lc Marketing i chng ca mnh. Nhng cng ty ny u t s tin khng l vo cc qung co nh th, v c th t c 10 triu khch hng cho mt qung co. Tuy nhin, trong th k 21, cc nh marketing ang phi i mt vi nhng vn mi trong truyn thng. S thay i ca mi trng bn ngoi:

 ti tt nghip

GVHD: ThS inh Tin Minh

C 2 nhn t ang thay i b mt ca truyn thng marketing: u tin, chnh l th trng ngy cng phn khc r rt v cc nh marketing ang chuyn dn khi Marketing i chng. V hn th na, h ang xy dng nhng chng trnh marketing tp trung c thit k ring nhm mc ch xy dng mi quan h gn gi hn vi khch hng ca mnh trong mt th trng nh hn v c xc nh t trc. Th 2 l s pht trin ln mnh trong ngnh cng ngh thng tin v s tc ng ca ngnh ny n mi trng marketing ang phn khc hin nay. Nn cng ngh ny gip cc nh marketing c th theo di cht ch hn nhu cu ca khch hng theo cc mc gia nh hoc c nhn. Cng ngh mi cn cung cp nhng cng c truyn thng mi doanh nghip tip cn cc phn khc khch hng nh hp ca mnh bng nhng thng ip dnh ring cho i tng ny. S cn thit ca Truyn thng tip th tch hp S chuyn tip t marketing i chng sang marketing tp trung v vic s dng a dng hn hp cc knh truyn thng cng nh cng c khuyn mi to ra mt vn mi cho cc nh marketing. Khch hng khng cn phn bit thng ip m h nhn c n t ngun thng tin no na. Trong tm tr khch hng, thng ip qung co t cc knh truyn thng nh TV, tp ch, trc tuyn c ha vo nhau nh mt th thng nht. Cn thng ip c a n qua cc cng c khuyn mi tr thnh mt phn ca thng ip chung ca cng ty. V vy, nu cc thng ip t cc ngun thng tin ny tri ngc nhau c th gy ra tnh trng hnh nh v nh v ca cng ty tr nn ln ln. Nhiu cng ty tht bi khi tch hp cc knh truyn thng a dng ny li vi nhau. Kt qu to nn l mt s hn n cc thng ip c gi n khch hng. Qung co i chng ni mt iu, chin lc khuyn mi v gi gi n mt thng

10

 ti tt nghip

GVHD: ThS inh Tin Minh

tin khc, nhn hng ni mt iu khc Ngy nay, cc cng ty bt u thay i theo khi nim Truyn thng tip th tch hp (IMC) Truyn thng tip th tch hp l mt qu trnh t chc v qun l tt c i tc trung gian nhm phn tch, lp k hoch, tin hnh v kim sot cc im tip xc thng tin, phng tin truyn thng, thng ip v cc cng c xc tin m c tp trung vo nhng ngi nghe mc tiu theo cch m to c tnh hiu qu, tnh kinh t, tnh thc y v tnh lin kt cao nht trong cc sn phm xc nh trc v cc n lc marketing nhm t c mc tiu truyn thng tip th. (Ngun: Essentials of marketing-France Brassington v Stephen Pettit -2005) Theo khi nim ny, cng ty cn phi cn thn phi hp nhiu knh thng tin li vi nhau a ra mt thng ip r rng, quan trng v c s lin kt cht ch vi nhau v t chc cng nh sn phm ca cng ty. iu ny to nn s ng nht v thng hiu trong th trng thng qua vic gn kt v cng c cc thng ip, nh v, hnh nh, nhn din thng hiu v tt c cc cng c xc tin nh trn li vi nhau. IMC i hi phi t chc li tt c cc im tip xc, ni m khch hng c th tm thy thng tin cng ty, sn phm hoc thng hiu cng ty. Khi mi bt u thay i, cng ty c th nhn thy mi im tip xc ny ang a ra mt thng ip tt, xu hoc khc nhau. V vy, cng ty phi chn ra, pht huy, m rng vai tr nhng cng c xc tin no a thng ip thng nht v c li nht ti tt c cc im tip xc vi khch hng. Cng ty cn cn thn phi hp cc hot ng xc tin v thi gian din ra ca cc chin dch xc tin quan trng. Khng ch vy, cng ty cn phi lu n n cc ngn sch dnh cho xc tin, cc cng c truyn thng, giai on trong chu k sng ca sn phm, v quan st nh hng ca cc yu t trn nhm c cch s dng hp l hn cc cng c truyn thng trn trong tng lai. Cui cng, khi tin hnh IMC, doanh nghip cn phi c mt gim c truyn thng marketing (marcom manager), ngi m phi c trch nhim vi tt c cc n

11

 ti tt nghip

GVHD: ThS inh Tin Minh

lc truyn thng ca cng ty. V quan trng nht, truyn thng bn ngoi doanh nghip hiu qu, th cng ty trc nht phi c s thng nht cc hot ng truyn thng ni b vi nhau. IMC to ra mt s thng nht v mt nh hng ln n cng ty. Khi nim ny t vo tay cc nhn vin mt trch nhim cha tng c trc y l phi thng nht hnh nh ca cng ty t hng ngn hot ng khc nhau ca cng ty. IMC dn ra cho doanh nghip mt chin lc truyn thng marketing vi mc ch l ch ra cho tt c cc khch hng rng sn phm ca cng ty c th gip h gii quyt vn c hiu qu nh th no. (Ngun: Marketing principals - Philip Kotler, Veronica Wong, John Saunders v Gary Amstrong) 1.4.2 Xy dng chin lc hn hp xc tin Khi nim Truyn thng tip th tch hp IMC ch ra rng phi phi hp tt c cc cng c xc tin vo vi nhau to thnh mt chin lc xc tin thng nht. Nhng lm sao mt cng ty c th xc nh loi cng c xc tin no s c dng xy chin lc hn hp xc tin ca mnh? Mt s cng ty lun tm cch xy dng chin lc xc tin bng cch thay th cc cng c vi nhau lm cng mt mc ch v chn cng c ra no no tit kim nht cho cng ty. Nhiu cng ty thay th mt phn cng vic ca hot ng bn hng trc tip bng bn hng qua in thoi v bn hng trc tuyn. Mt s cng ty khc tng hot ng khuyn mi nhm tng nhanh doanh s bn hng. Nhng thit k mt chin lc hn hp xc tin phc tp hn th khi m cng c xc tin ny phi c tin hnh nhm mc ch thc y nhng cng c khc. C nhiu nhn t nh hng n s la chn cc cng c xc tin ca nh marketing. Mt s yu t l: Bn cht ca tng cng c xc tin

12

 ti tt nghip

GVHD: ThS inh Tin Minh

Chin lc hn hp xc tin Kiu th trng/sn phm S sn sng mua Giai on hin ti ca chu k sng sn phm 1.4.2.1 Bn cht ca tng cng c xc tin: Mi cng c u c mt c th v chi ph ring ca n. Ngi lm marketing phi hiu c bn cht ca tng cng c xc tin khi la chn chng Qung co Do c nhiu hnh thc v cch thc s dng qung co nn kh c th khi qut y c im ca n nh l mt thnh phn ring bit ca h thng xc tin. Nhng ta c th nu ln 1 s c im ca qung co nh sau: Tnh i chng: bn cht i chng ca n em li tnh chnh thc cng nh mt s tiu chun ha cho sn phm. V nhiu ngi nhn c thng ip nh nhau, nn ngi mua bit rng mi ngi cng s hiu c ng c mua sn phm ca h. Tnh su rng: qung co l mt phng tin truyn thng rt su rng, cho php ngi bn lp i lp li mt thng ip nhiu ln. N cn cho php ngi mua nhn v so snh thng ip ca cc i th cnh tranh vi nhau. Mt qung co c thc hin vi quy m ln ni ln kh nng v s ln mnh ca cng ty . Tnh biu cm: qung co to ra c hi gii thiu cng ty v sn phm ca n bng cch s dng kho lo hnh nh, m thanh v mu sc. Tuy nhin i khi tc dng biu cm rt mnh ca cng c ny c th lm m nht hay lm lc hng s ch ca ngi xem vi thng ip chnh m cng ty a ra. Tnh chung: qung co khng th c tnh cht p buc nh trng hp i din bn hng ca cng ty. Cng chng khng cm thy mnh c bn phn
13

 ti tt nghip

GVHD: ThS inh Tin Minh

ch hay hng ng. Qung co ch c th thc hin c thoi ch khng phi i thoi vi cng chng. Mt mt c th s dng qung co to ra hnh nh lu bn cho mt sn phm, mt khc c th s dng qung co kch thch tiu th nhanh. Qung co l mt phng thc c hiu qu tip cn s lng ln ngi mua theo khu vc a l vi mc chi ph thp nht cho mi ln tip cn. Nhng hnh thc qung co nht nh, nh qung co TV c th i hi mt ngn sch ln, song cng c mt vi hnh thc qung co khc nh trn bo ch c th thc hin vi mt ngn sch nh. Qung co c th c tc dng ch v l n hin din. Ngi tiu dng c th tin l mt nhn hiu c qung co nhiu phi c gi tr ln, nu khng th ti sao ngi qung co phi chi nhiu tin cho vic qung b sn phm nh vy? Khuyn mi Truyn thng: thu ht s ch v thng cung cp thng tin c th a ngi tiu dng n sn phm. Khuyn khch: kt hp vic nhn nhng, khch l hay h tr no c gi tr i vi ngi tiu dng. Mi cho: cha ng li mi cho thc hin ngay vic mua bn. Cc cng ty s dng khuyn mi to ra phn ng p li mnh m hn v nhanh hn. C th s dng khuyn mi cho hng c hiu qu v phc hi mc tiu dng ang sa st. Tuy nhin hiu qu ca khuyn mi thng ngn hn v khng c tc dng to c s a thch lu di i vi nhn hiu . Marketing trc tip Khng cng khai: thng ip thng chuyn n mt ngi c th v khng n vi nhng ngi khc. Theo khch hng: thng ip c th c son tho theo khch hng hp dn c nhn ngi nhn.

14

 ti tt nghip

GVHD: ThS inh Tin Minh

Cp nht: c th son tho thng ip rt nhanh v gi i cho ngi no . Quan h cng chng S khc bit ca cc quan h cng chng bt ngun t ba tnh cht khc bit sau: Tn nhim cao: ni dung v tnh cht ca thng tin c v xc thc v ng tin cy hn so vi qung co. Khng cn cnh gic: c th tip cn ng o khch hng tim nng, ngi m thng n trnh cc nhn vin bn hng v qung co. Thng ip thng n vi ngi mua di dng tin st do, ch khng nh truyn thng thng mi. Gii thiu c th: ging nh qung co, quan h cng chng c th gii thiu c th thng tin hay sn phm. Nhng ngi lm marketing c xu hng nh gi thp quan h cng chng hay s dng n nh mt cng c sau cng. Tuy vy, mt chng trnh quan h cng chng c suy tnh k lng, phi hp vi cc cng c khc ca hn hp xc tin c th t c hiu qu v cng ln. Bn hng trc tip Bn hng trc tip l cng c c hiu qu nht v chi ph trong giai on cui ca qu trnh mua sm, c bit trong vic to dng s a thch, nim tin ca ngi mua v cui cng dn n hnh ng mua hng ca h. Nguyn nhn l do 3 tnh cht sau: Trc tip: bn hng trc tip i hi mi quan h sinh ng, trc tip v qua li gia hai hay nhiu ngi. Mi bn tham d c th nghin cu trc tip nhng nhu cu v c im ca nhau v c nhng iu chnh ph hp tc thi. Vun p quan h: bn hng trc tip cho php thit lp loi quan h, t quan h mua bn thng thng n quan h bn b thn thit. Nhng ngi
15

 ti tt nghip

GVHD: ThS inh Tin Minh

i din bn hng gii thng phi thc lng quan tm n khch hng, nu h mun c mi quan h lu di. Phn ng li: bn hng trc tip lm cho ngi mua cm thy c bn phn lng nghe li cho hng. Ngi mua cn phi ch lng nghe v p li, cho d ch l mt li cm n lch s. Nhng phm cht c bit ny c ci gi ca n. Lc lng bn hng i hi mt khong chi ph lu di ln hn so vi qung co. Qung co c th bt u v kt thc, nhng quy m ca lc lng bn hng th rt kh thay i. 1.4.2.2 Cc yu t nh hng n chin lc xc tin Nh Marketing c th chn hai chin lc hn hp xc tin chin lc y v chin lc ko to ra mc tiu th. Chin lc y: i hi hot ng Marketing ca nh sn xut (ch yu l bn hng v khuyn mi) phi hng vo ngi trung gian kch thch h t hng cng kinh doanh sn phm v qung co n cho ngi s dng cui cng. Chin lc ko: i hi hot ng marketing ca nh sn xut (ch yu l qung co v khuyn mi vi ngi tiu dng) hng vo ngi s dng cui cng kch thch h yu cu nhng ngi trung gian cung ng sn phm v nh vy kch thch h yu cu nhng ngi trung gian t hng nh sn xut. Cc cng ty trong cng mt nghnh c th khc nhau ch coi trng chin lc y hay chin lc ko. Nhng cng ty hng cng nghip nh ch d dng chin lc y, mt vi cng ty Marketing trc tip ch s dng chin lc ko. Tuy nhin, hu ht nhng cng ty ln u phi hp c 2 phng php trn.

16

 ti tt nghip

GVHD: ThS inh Tin Minh

Trong nhng nm gn y, nhng cng ty hng tiu dng gim mt phn chin lc ko trong hn hp xc tin thay bng cc chin lc y. C mt s l do cho vic thay i ny: u tin l vic tng chi ph ca cc chin dch truyn thng i chng. Nhiu doanh nghip nhn thy vic qung co khng cn hiu qu nhiu trong nhng nm gn y. V cc cng ty ang tp trung n lc vo vic phn khc cng nh thit k cc chng trnh Marketing ca mnh sao cho ph hp hn vi phn khc . Hin nay, khi m c qu nhiu sn phm v cc thng hiu khc nhau trn th trng, nhiu cng ty gp kh khn khi phi phn bit cc sn phm vi nhau thng qua hnh thc qung co. Thay vo , h phn bit thng qua cc hnh thc khc nh gim gi, cc phiu thng cng nh cc chng trnh khuyn mi bn hng khc. Li th khng ngng tng ln ca cc nh bn l ang l nhn t then cht nh hng n s thay i t chin lc ko sang y ny. Nhng dy chuyn bn l quy m ln Chu u t c doanh s bn hng v li nhun cao nht t trc n gi trong nhng nm gn y. V vy, h c quyn c yu cu nh cung cp p ng nhng g h mun. V tt c nhng g h mun l u t thm vo h thng bn l - hay ni cch khc chnh l u t thm vo chin lc y. Cc qung co i chng d b khch hng b qua, nhng chin lc y th nh hng trc tip n li ch ca khch hng. Do , cc khuyn mi thc y vic bn hng ca nh bn l ngay lp tc v li nhun cho h cng tng ln t . Chnh v vy, nhiu doanh nghip buc phi dng chin lc y gi mt v tr trng by tt cng nh c c s h tr trong vic truyn thng t cc nh bn l. Tuy nhin, vic s dng chin lc y thiu thn trng cng d dn n s cnh tranh khc lit cng nh s tt gim lin tc v gi v li nhun; u t km vo Nghin cu v pht trin (R&D), bao b v qung co nhng yu t rt cn thit cho vic cng c v duy tr lng trung thnh cng nh s yu thch ca khch hng

17

 ti tt nghip

GVHD: ThS inh Tin Minh

vi sn phm. Vic ct gim cc chi ph qung co u t vo cc chin dch khuyn mi c th lm nh hng n thng hiu ca sn phm v lu di trong tng lai. V vy, nhiu cng ty tm cch phi hp tt nht gia hai chin lc y v ko p dng khi nim truyn thng tch hp nhm xy dng thng hiu cng nh s a chung ca khch hng v lu di. Cch ny dng nh ginh thng li trn c hai pho i: lng trung thnh v s tha mn ca khch hng. Nhng nhn t nh hng n thit k chin lc hn hp xc tin Cng ty c th xem xt nhiu yu t khi thit k nn mt chin lc xc tin, bao gm loi sn phm/th trng, s sng sng mua v vng i sn phm 1.4.2.2.1 Kiu th trng/sn phm Tm quan trng ca cc cng c khuyn mi trn th trng hng tiu dng v trn th trng hng t liu sn xut khc nhau rt nhiu Bng 1.3* So snh th trng hng t liu sn xut v hng tiu dng Th trng hng t liu sn xut (B2B) xc nh trc Thng tin c th c nhn ha Thng tin i chng (TV,) thng tho vi khch hng cng nh Knh truyn thng i chng c dng truyn t thng ip chun Hng ha khng ph bin, ri ro v gi tr Sn phm ph bin, ri ro v gi tr thp cao Cn thng tin thng qua lch s v danh t lu , nhn mnh v mt k thut; Sn phm phc tp, thng c thit k Sn phm c tiu chun ha v vic ring cho cc khch hng c nhn, c th Cn tip xc vi ngi mua trong thi chi tit ha l rt nh. gian di thng qua bn hng trc tip Th trng hng tiu dng (B2C)

t ngi mua, thng l nhng khch hng Th trng rng ln, i chng

18

 ti tt nghip

GVHD: ThS inh Tin Minh

ting c nhn, c bit nhn mnh v cht cc li ch v hnh v trng thi ca sn lng sn phm v li ch ti chnh. phm c nhn mnh; vic khuyn khch mua c s dng xy dng hoc loi b hnh vi mua hng ca khch hng. Quyt nh mua c thc hin c cn Thi gian mua ngn, thng c quyt nhc trong sut thi gian bi mt nhm nh mua bi c nhn hoc mt n v ngi mua m nhn trch nhim gia nh Cn xc vai tr ca tng thnh vin Cn hiu vai tr ca mi ngi v c trong nhm ngi mua v c gng tc gng tc ng n n v gia nh. ng n ton b nhm ngi ny. (Ngun: Qun tr Marketing Philip Kotler NXB Thng K - 2003) Cc cng ty hng tiu dng nh gi theo th t qung co, khuyn mi, bn hng trc tip v quan h cng chng. Cc cng ty hng t liu sn xut nh gi theo th t hng bn trc tip, khuyn mi v quan h cng chng. Nhn chung, bn hng trc tip c s dng nhiu i vi hng ha phc tp, t tin v c nhiu ri ro, v trn th trng c t ngi mua v lng ngi bn t hn (th trng t liu sn xut). 1.4.2.2.2 S sn sng mua Khch hng mc tiu c th mt trong su giai on ca s sn sng mua, l: nhn bit, hiu r, thch, a chung, tin tng v mua. Cc giai on ny c gi l h thng hiu ng, th hin tin trnh ngi mua tri qua n mt quyt nh mua. Trong mi giai on, xc tin u c mc tiu v tc ng khc nhau: Nhn bit (Awareness): cng vic ca ngi bn l lm cho ngi mua bit n s tn ti ca sn phm hay nhn hiu ca h. Mc tiu l to s quen thuc v sn phm, tn sn phm vi khch hng. Trong mt th trng c rt nhiu nhn hiu cnh tranh th nhng mu qung co khc l c th to ra

19

 ti tt nghip

GVHD: ThS inh Tin Minh

mc nhn bit cao v nhn hiu ngay c trc khi khch hng thy sn phm. Hiu r (Knowledge): da trn s nhn bit tm hiu c im sn phm. Do khch hng trong giai on ny d nhm ln sn phm ca cc cng ty trong cng nghnh nn cng ty cn pht trin mt chin dch truyn thng gia tng s hiu bit ca khch hng v s ci tin, i mi, khc bit ca sn phm. Trong 2 giai on trn, qung co v quan h cng chng gi vai tr chnh yu thng tin trn th trng. Thch (Liking): th hin s thin cm ca th trng i vi mt sn phm hay mt nhn hiu. Xc tin c s dng lm nhng i tng c hiu bit i t s th n s quan tm v mt nhn hiu. Mt k thut chung thng dng l kt hp sn phm vi mt biu tng hay mt con ngi hp dn cao gi tr cung cp. a chung (Preference): lm cho nhn hiu ni bt th trng a thch hn. Ngi mua quan tm nhiu nhn hiu ca cng mt loi sn phm nhng vn cha quyt nh mua cho n khi c s a thch mt nhn hiu no hn nhng nhn hiu khc. Xc tin c th hng khch hng n s so snh sn phm ca doanh nghip vi sn phm ca i th cnh tranh to ra s a thch nhn hiu hn. Tin tng (Conviction): l giai on quan trng c quyt nh mua. Mc tiu ca xc tin lc ny l gia tng mong mun tha mn nhu cu ca ngi mua. Vic s dng th v to cm nhn v li ch sn phm s rt hiu qu trong vic thuyt phc khch hng s hu sn phm. Bn cnh qung co, bn hng trc tip c th lm khch hng thch, a chung v tin tng sn phm hn. Mua (Purchase): quyt nh mua c th b chm tr hay tr hon khng thi hn ngay c i vi nhng ngi tin rng h nn mua sn phm. Nhng ngi ny b kim hm v nhng yu t tnh hung nh khng tin vo

20

 ti tt nghip

GVHD: ThS inh Tin Minh

lc hay do bn nng phn khng. Khuyn mi qua hnh thc gim gi, thng thng c dng thay i tnh trng ny. 1.4.2.2.3 Giai on hin ti trong chu k sng ca sn phm Chin lc xc tin chu nh hng ca tng giai on trong chu k sng ca sn phm. Khi gii thiu sn phm, nhng khch hng tim nng phi c thng tin v s hin hu v nhng li ch ca sn phm v cc trung gian phi c thuyt phc bn chng. Hn hp xc tin lc ny c xy dng thng tin v thuyt phc. Nhng hot ng qung co n ngi tiu dng v bn hng trc tip hng n trung gian s c nhn mnh. Ngoi ra, cng cn phi tuyn truyn cho s c o hay mi m ca sn phm. Sau , khi sn phm thnh cng, c nhiu p lc cnh tranh, li yu cu cc hnh thc xc tin c tnh thuyt phc hn. Ni cch khc, hn hp xc tin c xy dng ty theo hin trng v sn phm trn th trng v mc tiu nh v sn phm. Bng 1.4*Chin lc xc tin trong cc giai on ca chu k sng sn phm Tnh hnh th trng Khch hng cha nhn thc v c im sn phm v cha hiu r li ch ca chng Chin lc xc tin Giai on gii thiu Thng tin v hng dn khch hng tim nng v s hin hu ca sn phm, cch s dng, cc li ch tha mn nhu cu m sn phm cung cp Trong giai on ny, ngi bn phi kch thch nhu cu gc, l nhu cu v loi sn phm (khc vi nhu cu la chn l nhu cu v mt nhn hiu ring bit) Thng thng, trong hn hp xc tin cn nhn mnh bn hng c nhn, trng by sn

21

 ti tt nghip

GVHD: ThS inh Tin Minh

phm ti cc hi ch gii thiu sn phm rng ri n cc trung gian v hp dn h phn phi sn phm mi. Qung co v quan h cng chng c dng xy dng mc nhn thc cao ca khch hng. Khuyn mi s kch thch khch hng dng th sn phm mi Giai on pht trin Khch hng v ang nhn bit li ch ca sn phm. Sn phm bn chy v c nhiu trung gian mun phn phi chng. Cnh tranh mnh hn v mc bn khng tng nhanh nh giai on trc. Kch thch nhu cu v nhn hiu sn phm cnh tranh. Tng cng ch trng qung co v quan h cng chng, gim khuyn mi. Cc trung gian c th tham gia chia s cc n lc xc tin. Giai on trng thnh Khuyn mi c nhn mnh hn qung co. Ngi mua bit v sn phm nn qung co c dng nh cng c thuyt phc hn l thng tin. Lc lng bn hng ng o h tr qung co. Mc tiu l duy tr li nhun ang c xu hng gim st Giai on suy thoi Mc bn v li nhun gim st. Sn phm mi v tt hn xut hin trn th trng. (Ngun: Qun tr Marketing Philip Kotler NXB Thng K - 2003) Tt c cc n lc xc tin c ct gim. Nhn mnh s nhc nh duy tr khch hng. Khuyn mi vn c s dng mnh.

22

 ti tt nghip

GVHD: ThS inh Tin Minh

Chng 2: GII THIU CHUNG V TP ON DANONE DANONE VIT NAM V SN PHM DUMEX GOLD

2.1 Gii thiu chung v tp on Danone 2.1.1 Lch s ra i y l tp on ng u th gii v ngnh thc phm dinh dng v c tr s chnh ti t ti Php. Nm 2009: Thu nhp t hot ng mua bn: 2,294 triu Thu nhp thun c bn: 1,412 triu S lao ng tnh n 31/12/2009: 80,976 ngi (Ngun: http://www.danone.com ngy29/04/2010) Mt s sn phm chnh yu: Sn phm t sa ti: Nc tinh khit: Dinh dng tr em: Dinh dng tr liu: Danone, Actimel Evian, Aqua, Volvic, Dumex, Gallia, Nutricia,... Nutricia, Nutrini, Nutrison,...

(mt s sn phm minh ha)

23

 ti tt nghip

GVHD: ThS inh Tin Minh

Bng 2.1* Mt s ct mt ng nh ca tp on Danone NM 1919 S KIN Nh my sn xut sa chua Danone xut hin u tin ti Barcelona Ty Ban Nha, do ng Isaac Carasso iu hnh. Danone c ng ly theo tn gi thn mt con trai ng lc . 1929 Nh my sa chua ti Php u tin c thnh lp v iu hnh bi con trai ng Isaac l Daniel Carasso. 1967 Danone xc nhp vi Gervais - mt cng ty sn xut ph mai ti Php v i tn thnh Gervais Danone. 1966 ng Antoine Riboud sng lp v iu hnh BNS, mt cng ty chuyn v hng thy tinh v bu in. 1970 BNS thay i chin lc v chuyn hng u t t lnh vc ng gi sang lnh vc thc phm v mua li hng nc khong Evian v Kronenbourg & Bledina. Sn xut v lu hnh Danette loi kem u tin ca tp on. 1972 Ct mc lch s quan trng nh hng n BNS: Antoine Riboud gp Daniel Carasso. C mt s hip lc tch cc gia 2 cng ty v hai ngi n ng bt u lp k hoch lm sao cho BNS v Gervais Danone tr thnh thng hiu ton cu. 1973 BNS v Gervais Danone hp nht tr thnh BNS-Gervais Danone v bt u pht trin mnh ra ton cu. Antoine Riboud tr thnh ch tch hi ng qun tr ca cng ty. 1986 Mt chui cc thnh cng cng c thm na v tr hng u ca BNS-Gervais Danone, bao gm c th trng bnh bch quy. y l mt cng ty nng ng v pht trin rt nhanh v l tin thn ca tp on Danone sau ny. 1994 BNS-Gervais Danone i tn thnh Tp on Danone vi logo mi.

24

 ti tt nghip

GVHD: ThS inh Tin Minh

1996

Antoine Riboud giao trng trch lnh o li cho Franck Riboud con trai ng. Vi s lnh o ca Franck, Danone bt u chin lc ti cu trc v nh cng ty pht trin, chim c th phn mi trn th trng. Danone c 3 dng sn phm chnh: cc sn phm t sa, nc gii kht, cc sn phm ng cc v bnh bch quy. Tp on quyt nh tp trung hon ton vo sc khe thng qua thc phm dinh dng nn bn li chui sn xut bnh bch quy v mua li Numico mt cng ty chuyn v thc phm v dinh dng tr em ca H Lan. V Danone tr thnh tp on sn xut thc phm tr em ln th 2 trn th gii. Danone c cu li thnh 4 dng sn phm: cc dng sn phm t sa ti, thc ung, cc sn phm dinh dng tr em v cc sn phm dinh dng tr liu. (Ngun: t liu ni b cng ty Danone Vit Nam 2010)

1997

2007

2008

2.1.2 S mng v cc gi tr ct li ca tp on Danone S mnh:

Mang li sc khe cho tht nhiu ngi thng qua thc phm dinh dng

25

 ti tt nghip

GVHD: ThS inh Tin Minh

Gi tr: Danone l mt tp on ton cu v tnh a dng ca tp on l mt ti sn c gi tr. Nh mt cng ng, cc nhn vin ca Danone trn ton th gii bng cc gi tr c th v r rng. Cc gi tr HOPE to nn mt nim tin v hy vng vi tt c nhn vin v x hi, bao gm Nhn vn (Humanism) hm l: Chia s: thnh tht vi chnh mnh v vi ngi khc to nn i thoi, s minh bch v tinh thn ng i Trch nhim: quan tm n s an ton ca nhn vin v sn phm, cng nh ca t nhin x hi. Tn trng ngi khc: chng ta cm nhn s khc bit vn ha, i x vi mi ngi cng vi s tn trng, v h tr s pht trin ca cc i tc kinh doanh Ci m (Openess) ngha l: Tm ti v khm ph: nhn thc iu chng ta lm hm nay v ch ng hoch nh tng lai. Chng ta n nhn nhng t tng mi, sng to bng cch o thi nhng ci c, nhm chn. Linh hot: minh chng cho tnh nng ng v bn b, chng ta thch ng nhanh nhng tnh hung mt cch linh hot. i thoi: phong cch qun tr ca chng ta nghim tc, khuyn khch ch ng lng nghe v tho lun thng thng, khuyn khch tranh lun v tip thu nhng quan im bt ng.

26

 ti tt nghip

GVHD: ThS inh Tin Minh

Gn gi (Proximity) i hi: D tip cn: phong cch qun tr chng ta l tip cn v thng thn. ng tin cy: thnh tht vi chnh mnh v chu trch nhim v hnh ng ca mnh ng cm: kt ni vi khch hng, nh cung cp v ngi tiu dng mt cch chn thnh gy dng quan h gn gi ch khng ch l quan h mua bn. Nhit tnh (Enthusiasm) c ngha l: Can m: suy ngh v hnh ng c lp, chp nhn ri ro v khm ph cc hng pht trin mi. Tht bi l m thnh cng am m: lm vic v lnh o mt cch quyt on Cng vic l mt nim vui khi vt qua s mong i v t n hon ho.

2.1.3 Tnh hnh hot ng kinh doanh hin ti ca tp on Danone Nm 2008, tc tng trng theo doanh thu ca tp on Danone l 8.4%. Thc t chng minh rng m hnh kinh doanh ca tp on ang thc s c hiu qu. Vi nhng hot ng m rng khng ngng ca tp on trong sut hn 14 nm va qua, Danone tip tc tng cng v th ng ton cu ca mnh: - Xp th 1: v sn phm lm t sa ti - Xp th 2: v sn phm nc ung tinh khit

27

 ti tt nghip

GVHD: ThS inh Tin Minh

- Xp th 2: v sn phm dinh dng tr em - Xp th 1: v sn phm thc phm tr liu Chu u

Danone c mt trong 500 thng hiu c gi tr nht th gii v l tp on sn xut thc phm dinh dng thnh cng nht trn th gii, vi quy m: 160 nh my 80000 nhn vin V c mt hn 120 quc gia trn th gii

(Ngun: http://www.danone.com ngy29/04/2010) Nhng iu c c ca tp on Danone nh hin nay l kt qu ca chin lc cn bng - c xy dng trn c s: s m rng quy m ra th gii, s cam kt pht trin v i mi v s khng ngng khng nh thng hiu dinh dng hng u th gii ca mnh. c th t c mc tiu ca mnh, Danone mnh tay u t vo lnh vc nghin cu v pht trin - 208.000.000 trong nm 2008. 100% cc d n u tp trung vo sc khe v dinh dng con ngi.
28

 ti tt nghip

GVHD: ThS inh Tin Minh

n nay hn 3 th k khi nhng li ch sc khe ca nc khong Evian c pht hin, hn mt th k sau khi Bldine ln u tin c bn trn th trng, v gn mt th k sau khi sa chua Danone u tin c bn l ti mt hiu thuc; nhng s i mi, sng to vn tip tc l l mt kim ch nam cho mc tiu tng trng kinh doanh ca tp on. Nm 2007 l mt ct mc cho tp on Danone khi tp on mua li tp on Numico ca H Lan. Vi ct mc ln ny, Danone tp trung, nh hng cc chin lc vo 2 ngnh kinh doanh sinh li, pht trin nhanh chng nht: dinh dng tr liu v dinh dng tr em. Hnh 2.2* C cu cc ngnh kinh doanh ca Danone nm 2006 v 2008

DANONE 2006

DANONE 2008

(Ngun: t liu ni b cng ty Danone Vit Nam 2010)

29

 ti tt nghip

GVHD: ThS inh Tin Minh

Nhm pht trin tp trung y mnh thng hiu thng qua vic gn mnh vi s mnh mang li sc khe thng qua thc phm cho cng nhiu ngi cng tt. V ngy hm nay Danone tr thnh tp on thc phm dinh dng tp trung hon ton v sc khe con ngi hng u trn th gii. Sau nm 2008, Danone hin din ti hn 120 quc gia trn ton th gii, tng gp 3 ln so vi trc y trong vng ch c 2 nm v theo d on con s ny s tip tc tng thm na trong 3 nm ti y

Bng 2.3* S c mt ca Danone trn th gii

(Ngun: t liu ni b cng ty Danone Vit Nam 2010) 2.2 Cng ty Danone Vit Nam Hnh 2.4* Cc vn phng i din ca Danone Vit Nam trn ton quc

30

 ti tt nghip

GVHD: ThS inh Tin Minh

(Ngun: t liu ni b cng ty Danone Vit Nam 2010)

2.2.1 Mt s ct mc quan trng Nm 1992, tp on INC (H Lan) t vn phng i din u tin ti Vit Nam. n nm 2006, tp on Numico (H Lan) thay th INC v t vn phng i din ti y. Sau khi xc nhp vi Numico, nm 2007, tp on Danone chnh thc t vn phng i din ti thnh ph H Ch Minh. V thng qua chnh sch m ca ca nh nc ta, nm 2009, cng ty TNHH 100% vn u t nc ngoi Danone Vit Nam chnh thc c thnh lp.

2.2.1 C cu lao ng Tng s nhn vin chnh thc trn c nc: 150 ngi, trong :

31

 ti tt nghip

GVHD: ThS inh Tin Minh

Min Bc: 25 ngi Min Trung: 20 ngi Min Nam:105 ngi

Hnh 2.5 * C cu lao ng ca Danone Vit Nam

(Ngun: t liu ni b cng ty Danone Vit Nam 2010) 2.2.3 C cu t chc phng ban ca cng ty Danone Vit Nam Hnh 2.6* C cu t chc phng ban ca cng ty Danone Vit Nam

32

 ti tt nghip

GVHD: ThS inh Tin Minh

V bn di na l cc nhn vin tha hnh cng vic vi cc chc v khc nhau (Ngun: t liu ni b cng ty Danone Vit Nam 2010) Chc nng nhim v cc phng ban: Phng ti chnh: Phng k ton: thc hin cc th tc hnh chnh v k khai, chi tr cc loi thu, chi ph cho cc i tc kinh doanh cng nh cc khon chi ph khc Phng ni b: Cn i vic s dng cho mi ngn sch ca tng phng ban v ca c cng ty. Tham mu, ra cc th tc thc hin vic chi tr chi ph pht sinh ni b. Phng phn tch kinh doanh: Da trn cc s liu t phng k ton v phng kinh doanh t s phn tch vic thc hin ch tiu ra ca ton cng ty cng nh nhng thun li v kh khn m cng ty ang gp trong vic kinh doanh.

33

 ti tt nghip

GVHD: ThS inh Tin Minh

Phng k thut: Mua sm, bo tr v sa cha cc my mc thit b cng nh mng Internet, Intranet trong cng ty. Phng Marketing: Phn tch th trng v cc nhu cu, hnh vi ca khch hng t xy dng, thc hin v nh gi cc chng trnh marketing cho cc sn phm ca cng ty bng vic phi hp cc cng c marketing li vi nhau. Nhnh hng Mama v IFFO: tp trung vo vic marketing cho nhnh sn phm dnh cho ph n mang thai, nhnh sn phm dinh dng c bit, nhnh dnh cho tr em t 0-6 thng tui v t 6-12 thng tui. Nhnh Gum: tp trung vo vic marketing cho nhnh sn phm dnh cho tr em t 1-3 tui v t 3-6 tui. Phng kinh doanh: gm 4 i din ti 4 vng trng im Vit Nam (H Ni, Hi Phng, Nng v Thnh ph H Ch Minh) c nhim v pht trin kinh doanh v t c mc tiu doanh s m cng ty ra cho tng thi im. Phng dinh dng: cng i din 4 vng thit lp h thng to dng mi quan h vi cc bnh vin ln nh trong ton quc. Ngoi ra, nhn vin ca tng vng cn c chc nng kim tra, bo co v thc hin nhng hot ng x l kp thi vi ngi tiu dng khi h gp vn vi sn phm. Phng xut nhp khu: Phng k hoch: ln k hoch v s lng sn phm cn nhp khu (ch yu t Malaysia n Vit Nam) v cung cp cho th trng trong mt thi k nht nh. Tin hnh cc th tc xut nhp khu vi s lng ln. Phng dch v: thc hin cc dch v v qu khuyn mi, in n trn bao b, np nhm, trong thi gian thc hin chng trnh xc tin ca phng Marketing. Gim c hnh chnh nhn s:

34

 ti tt nghip

GVHD: ThS inh Tin Minh

Phng nhn s: qun l nhn s ton cng ty. Xy dng, tham mu cc ch lng bng, thng cng nh cc cch thc phi hp hot ng nhn s ca tng phng ban cng nh gia cc phng ban vi nhau. Phng hnh chnh: chp hnh cc ch trng, quy nh, ch th ca Ban gim c. Qun l vic s dng, bo qun ti sn cng ty. Phc v cc cng tc hnh chnh ban gim c thun tin trong vic ch o, iu hnh cng nh to iu kin thun li cc phng ban khc thc hin nhim v. 2.3 Cc li th cnh tranh ca sn phm ca Dumex Gold 2.3.1 C cu sn phm Dumex Phn loi theo phn khc sn phm Dng dinh dng c bit: dnh cho d b nn i, tr nh cn, tr khng tiu th c ng Lactose y l nhng mt hng khng c qung co nn khng phi l mt hng chin lc ca Danone Vit nam Dng cao cp: Mama Gold, Dulac Gold 1, Dupro Gold 2, Dugro Gold 3, 4 vi bao b xanh dng c trng. y l sn phm tp trung ca cng ty vi nhiu chin lc Marketing dnh cho th trng cao cp. Dng sn phm ph thng: y l dng sn phm bn ra ngoi vi s lng khng nhiu, khng c bt k cc chng trnh chiu th no c.

Phn loi theo bc sn phm:

35

 ti tt nghip

GVHD: ThS inh Tin Minh

Bc 0: sa bt dnh cho ph n mang thai (Mama Gold) Bc 1: sa bt dnh cho tr t 0-6 thng tui (Dulac 1, Dulac Gold 1) Bc 2: sa bt dnh cho tr 6-12 thng tui (Dupro 2, Dupro Gold 2) Bc 3: sa bt dnh cho tr t 1-3 tui (Dugro 3, Dugro Gold 3) Bc 4: sa bt dnh cho tr t 3 tui tr ln (Dugro 4, Dugro Gold 4)

Phn loi kt hp theo nhnh sn phm: Nhnh Mama: nhnh sn phm sa bt dnh cho ph n ang mang thai cn nhu cu dinh dng cn bng v hp l cho giai on ny. Nhnh sn phm ny c quyn thc hin cc hnh thc truyn thng v xc tin v phi c s thng qua ca B Y T. Nhnh IFFO (Infant-follow on): nhnh sn phm sa bt dnh cho tr em di 1 tui v tr em c nhu cu dinh dng c bit (d b nn i, tr nh cn, tr khng tiu th c ng Lactose). Cc sn phm ny khng c php qung b trn cc phng tin truyn thng cng nh bt k cc hot ng qung co, khuyn mi no*. IF (Infant): nhm dnh cho tr t 0-6 thng tui FO (Follow on): nhm dnh cho tr t 6-12 thng tui * Theo Ngh nh v vic kinh doanh v s dng cc sn phm dinh dng dng cho tr nh, s 21/2006/N-CP, ngy 27 thng 2 nm 2006, iu 6.1: Nghim cm qung co sa dng cho tr di 12 thng tui di mi hnh thc. Nhnh GUM (Growing up): nhnh sn phm sa bt dnh cho tr trn 1 tui cn nhu cu dinh dng cn bng v hp l cho giai on ny. Nhnh sn phm ny c quyn thc hin cc hnh thc truyn thng v xc tin v phi c s thng qua ca B Y T. GUM 1+: nhm dnh cho tr t 1-3 tui

36

 ti tt nghip

GVHD: ThS inh Tin Minh

GUM 3+: nhm dnh cho tr t 3-6 tui 2.3.2 Sn phm Dumex Gold y l dng sn phm sa bt dinh dng cao cp, c b sung hn hp Prebiotics cho hiu qu ging nh Prebiotics c trong sa m - gip tng cng h min dch cho cc b m mang thai v b t 0 - 6 tui. Prebiotics l mt loi thc n cho vi khun c li ng rut, v th chng gp phn tng cng pht trin nhng vi khun c li nh bifidobacteria v lactobacilli trong ng rut tr, ng thi lm gim v ngn nga s xm ln ca nhng vi khun c hi trong ng rut, gim t l tiu chy v nhim trng ng h hp trn, gim t l da d ng tr c nguy c b d ng

Cc sn phm Dumex Gold vi bao b xanh dng mi nht hin nay

37

 ti tt nghip

GVHD: ThS inh Tin Minh

Chng 3: PHN TCH V NH GI CC CHNG TRNH XC TIN CA SN PHM DUMEX GOLD 3.1 Tng quan v th trng sn phm Dumex Gold ti Vit Nam 3.1.1 Th trng sa bt Vit Nam Trong ti ny, ti ch phn tch th trng sa bt dnh cho tr em t 0-6 tui v nhng ph n ang mang thai c nhu cu dinh dng bnh thng. Th trng ny ti Vit Nam hin nay ch yu c phn loi theo gi thnh sn phm. C 3 phn khc th trng sa ang tn ti hin nay: Dng cao cp: C gi thnh cao nht (t 200.000 - 250.000 lon thic trung bnh 800g). V d: Dumex Gold (Danone), Gain (Abbott), Friso (Friseland), Dng sn phm ph thng: C gi thnh trung bnh (t 150.000 - 200.000 lon thic trung bnh 800g). V d: Dumex thng (Danone), Gain thng (Abbott), Dutch Lady (Friseland), Enfa (Mead Johnson) Dng sn phm bnh dn: C gi thnh thp (t 50.000 - 150.000 lon thic trung bnh 800g). V d: Dielac (Vinamilk) Hin nay, sa Abbott ang nm v tr dn u vi th phn hn 30% . Tip n l Mead Johnson, Friseland, Vinamilk ang xp v tr pha sau (th phn t 10%13.5%). V sau l Nestle v Dumex vi th phn 6%-6.9% (s liu 2009). Cn li l cc nhn hng khc vi th phn nh hn (XO-Nam Yang, Milex-Arlar). Ta thy ang c mt s cnh tranh ht sc quyt lit nm gi th phn sa trn th trng Vit Nam. Tuy nhin do sn phm Dumex Gold nhm vo khch hng mc tiu l ngi tiu dng cao cp nn i th cnh tranh trc tip ca Dumex hin nay chnh l Gain (Abbott) v Friso (Friseland).

38

 ti tt nghip

GVHD: ThS inh Tin Minh

3.1.2 Phn tch SWOT ca Dumex Gold im mnh: Dumex Gold l sn phm ca cng ty Danone Vit Nam - c cng ty m, l tp on ln nht Chu u v sn phm dinh dng cho tr em. Chnh v vy, Danone Vit Nam c iu kin thng qua nhng tiu chun v sinh an ton thc phm Vit Nam nhanh chng hn v khng phi chu chi ph hay th tc tin hnh nghin cu sn phm ti Vit Nam. V mt ti chnh, sn phm c mt s hu thun ln ca cng ty m trong vic thc hin cc chin lng nh Marketing im yu: Xut hin ti Vit Nam t 1992 nhng tht s cho n 2007 th Dumex mi tht s y mnh s cnh tranh ca mnh. Chnh v vy Dumex mt i th phn kh nhiu vo i th Abbott ca mnh.Tnh n nm 2008, th phn Dumex ch c 10% nhng th phn Abbott kh ng k khi ln n 35%. V nhn bit thng hiu ca Dumex l kh thp. Nu nh nhc n Abbott, ngi tiu dng ngh ngay n pht trin tr no th thng hiu Dumex vn cha to c du n no c bit r rng cho n nay. C hi: Nm 2009, thng qua chnh sch ca Nh nc, cng ty TNHH 100% vn nc ngoi c thnh lp. Bn cnh , nhn nh y l mt th trng tim nng, cng ty m u t thm nhiu ngn sch m rng th trng ti Vit Nam. y l mt c hi tt t bn trong ln bn ngoi khi Dumex Gold tr thnh sn phm ch o ca Danone trn th trng Vit Nam. Thch thc: Bn cnh nhng c hi ln, Dumex phi i vi nhng thch thc trc mt. l khi th trng m ca, s c thm nhiu cng ty nc ngoi vo u t ti Vit

39

 ti tt nghip

GVHD: ThS inh Tin Minh

Nam trong lnh vc dinh dng tr em ny.Vic cnh tranh trong thi gian sp ti tr nn cam go hn bao gi ht

3.2 Phn tch mt s hot ng xc tin ca sn phm Dumex Gold 3.2.1 Chng trnh Hp im mi ca Dumex Gold

3.2.1.1 K hoch: Mc tiu y mnh hnh nh thng hiu nh l mt nhn hiu hng u lun lun sng to v pht trin nhng tng mi tt nht phc v cho khch hng. Lin kt s sng to, c th l hp im 10, vi hnh nh v thng ip m Dumex ang xy dng - Gip pht trin h min dch ca tr - thng qua kha cnh m bo s hp v sinh cho tr. To nn s thch th v nhanh chng s dng Hp im 10. 1/ Thi gian : u thng 6 n thng 12 nm 2008 2/ Quy m : Ton quc

40

 ti tt nghip

GVHD: ThS inh Tin Minh

3.2.1.2 Thc hin: 3.2.1.2.1 Thc hin kho st sn phm Hp im 10 (Easy pack EZP) Phng php: Phng vn tp trung v phng vn trc tip. Mu: N = 240 ngi tiu dng (ang cho tr t 0-6 tui s dng cc loi sa bt) Ngi tiu dng Dumex / Ngi tiu dng nhn sa bt khc: 160 / 80 Thnh ph H Ch Minh / H Ni: 120 / 120 Cc bc tin hnh Giai on bt u: phng vn trc khi p vin quan st hp im 10 Phng vn vin hi cc p vin v nhng nhn t: s thun tin, s v sinh, bn v chng m nh hng n vic nh gi lon ng sa bt. Giai on phng vn 1: p vin quan st hp im 10 Phng vn vin a ra hp im 10 v khng gii thch bt c thng tin g. p vin tr li cu hi ca phng vn vin v khng c php chm vo hoc th m hp. Giai on phng vn 2: p vin c gii thch v s dng hp im 10 Phng vn vin gii thch li ch, cch thc s dng hp v sau mi cc p vin th s dng hp. Kt qu: Giai on bt u: Phng vn trc khi p vin quan st hp im 10 Cc nhn t: s thun tin, v sinh, bn v s chng m c nh gi c tm quan trng ngang nhau.

41

 ti tt nghip

GVHD: ThS inh Tin Minh

Kt qu kh tng ng vi nhng khch hng Dumex v nhng ngi s dng sn phm sa bt nhn hiu khc. Giai on phng vn 1: p vin quan st hp im 10 2 li ch quan trng hp im 10: s tin li v s v sinh cha c ngi tiu dng ch im mnh quan trng thu ht ngi tiu dng l hnh dng vung mi m ca ca hp im 10 Giai on phng vn 2: p vin c gii thch v s dng hp im 10 S a thch hp im 10 c tng ln: s tin li v s v sinh c ngi tiu dng nh gi cao bn v s chng m khng cn l ro cn ca hp im 10 Ni ct gi mung v sinh sng to c ngi tiu dng nh gi cao hn cch thc ng m mi ca hp im 10 ny.

Kt lun Ngi tiu dng rt thch loi hp im 10 mi ny ca Dumex, c bit l giai on phng vn 2: sau khi khch hng c nghe gii thch nhng u im mi v c t tay mnh khm ph hp im 10 V vy, khi tin hnh tung sn phm vi loi hp mi, cn phi tin hnh truyn thng rng ri cch thc s dng cng nh cc li ch mi m ca hp im 10 C th kt hp vic ct gi mung v sinh vi h min dch to nn thng ip chnh trong chin dch.

42

 ti tt nghip

GVHD: ThS inh Tin Minh

Hnh 3.1* a thch ca khch hng vi hp im 10

(Ngun: t liu ni b cng ty Danone Vit Nam 2010)

3.2.1.2.2 Cc hot ng truyn thng tip th ca chng trnh Hp im 10 Hnh 3.2* Cc hot ng truyn thng ca chng trnh Hp im 10

43

 ti tt nghip

GVHD: ThS inh Tin Minh

(Ngun: t liu ni b cng ty Danone Vit Nam 2010) 3.2.1.2.2.1 Event Hi tho ni b Dumex v dinh dng v thng mi Hi tho nhm cung cp cho ton th cng chng ni b ca cng ty Danone H Ni v thnh ph HCM v cc thng tin b ch v h min dch, dinh dng tr nh cng nh cc vn trong vic thc y doanh s cho sn phm mi ny. c bit v dinh dng, hi tho nhn mnh vic cho tr b bnh mt cch hp v sinh, trong c vic ct gi mung gip cho tr trnh c cc bnh thng gp. Ngoi ra, hi tho cn c nhim v lin kt vic ra i th h hp im 10 mi vi h min dch ca tr, t truyn t i thng ip chnh trong chin dch: Dumex Gold gip tng cng h min dch cho tr.

44

 ti tt nghip

GVHD: ThS inh Tin Minh

Kt qu Nhng ngi tham gia hi tho u c phn hi rt tch cc. Ni dung: 93% nh gi xut sc. 1 trong 3 ni dung c lin quan c cp n mt cch rt t nhin. T chc: 90% nh gi xut sc.

3.2.1.2.2.2 Bn hng trc tip: T ri Banner, cc vt phm treo, khuyn mi, t ri c t ni d thy ti cc ca hng bn sa ln, i l sa Dumex v cc siu th trn ton quc. Ngoi ra, t ri nh cn c nh km vo trong tt c cc sn phm ca Dumex Gold nng cao nhn bit v loi hp mi v sinh, tin dng hn cng nh cch s dng sn phm ny.

45

 ti tt nghip

GVHD: ThS inh Tin Minh

Nhn vin qung b sn phm: c tp hun v cch thc s dng v mt s tnh cht c bn v dng sn phm Dumex Gold c th thuyt phc khch hng mua s dng th sn phm.

46

 ti tt nghip

GVHD: ThS inh Tin Minh

3.2.1.2.2.3 Qung co TV v qung co bo ch

Thng ip chnh Vic cho tr b bnh s m bo v sinh hn bao gi ht B sung thm cng thc gip pht trin h min dch ca tr

47

 ti tt nghip

GVHD: ThS inh Tin Minh

3.2.1.2.2.4 Chng trnh khuyn mi

Thc hin: 1/ Thi gian : 2 thng, t 1 thng 7 n 30 thng 8 nm 2008 2/ Quy m : Ton quc

48

 ti tt nghip

GVHD: ThS inh Tin Minh

3/ Th l

: Su tp mung i qu theo s im tng ng 1 mung hng hoc 1 mung vng = 2 im 1 mung = 1 im

4/ Sn phm : p dng vi tt c sn phm Dumex Gold Vi Dumex Gold Mama, bc 3, bc 4: s dng hnh nh qung b chng trnh trn cc phng tin truyn thng. Vi Dumex Gold bc 1, 2: khng dng hnh nh qung b chng trnh nhng mung ca cc sn phm ny vn c thit k c th s dng khi i qu. 5/ Qu tng : Xe hi = 14 im Ba l c heo = 6 im T d thng = 2 im 3.2.1.2.2.4 PR Website v tng i gii p thc mc:

i ng cc nhn vin tr li c o to nhng kin thc v hp im 10

49

 ti tt nghip

GVHD: ThS inh Tin Minh

Li ch Cch thc s dng Cch thc tr li nhng khch hng khng thch sn phm mi ny Cc thng tin v hp im 10 c ng ti thng nht vi cc hot ng khc ca chng trnh trn Website 3.2.1.2.3 Kt qu Cc chng trnh hot ng thc y tp trung vo thng 7, 8 nn ta thy, th phn v doanh thu ca hp im 10 tng ln mnh m (t 0.3% v 289 triu ng (thng 6) ln 1.4% v 1547 triu ng (thng 7), gp khong 5 ln). V sau khi kt thc chng trnh khuyn mi i mung ly xe hi cho tr (cui thng 8) th th phn v doanh thu ca hp im 10 vn duy tr trn 1.5% v 1500 triu ng cho nhng thng sau . iu ny cho thy chin dch Hp im 10 vi cc cng c xc tin c tch hp mt cch thng nht vi nhau khng ch to ra c 1 s tng trng trong thi gian ngn hn khi ang thc hin chng trnh khuyn mi, m cn to ra c 1 ng tng trng v di hn cho sn phm mi ca Dumex Gold.

50

 ti tt nghip

GVHD: ThS inh Tin Minh

Hnh 3.3* Th phn Dumex Gold trn 6 thnh ph ln (%)

(Ngun: t liu ni b cng ty Danone Vit Nam 2010)

Hnh 3.4* Doanh thu hp im 10 ca Dumex Gold trn 6 thnh ph ln

(Ngun: t liu ni b cng ty Danone Vit Nam 2010)

51

 ti tt nghip

GVHD: ThS inh Tin Minh

3.2.1.2.3 Kinh nghim u im: S h tr mnh m gia cc cng c xc tin vi nhau theo ng khi nim truyn thng tip th tch hp IMC Cc t ri trong hp thic bnh thng to ra nhn bit trc khi ra mt hp im 10 C ci nhn thng nht thng qua cc knh truyn thng nh: TV, qung co bo ch, vt phm qung co, nhn vin qung b sn phm v qung co trc tuyn. Chng trnh khuyn mi vi mn qu hp dn, to c s thu ht v thch th t ngi tiu dng, kch thch vo tin trnh mua sn phm, thc y h mua sn phm v s dng th c c hi nhn qu. o to tt nhn vin B phn chm sc khch hng h c nn tng v s chun b tt khi t vn cho gii cng chng quan trng ca Danone - cc khch hng - v sn phm mi cng nh nhng khch hng c vn tiu cc vi sn phm. Nim tin mnh t i ng bn trong Dumex thng qua hi tho ni b v dinh dng v thng mi ra mt sn phm hp im 10 Hn ch: Gi thnh ca sn hp im 10 cao hn vi hp thic bnh thng v khi lng hp cng t hn ngi tiu dng nhn thc c h ang phi tr thm tin cho bao b. Loi hp im 10 kh thc hin vic gim gi v kh nng sinh li cu sn phm ny thp

52

 ti tt nghip

GVHD: ThS inh Tin Minh

3.2.2 Chng trnh i np thic ly xe p

3.2.2.1 K hoch: Mc tiu: Thu ht cc khch hng tim nng, khch hng ca cc i th khc chuyn sang dng Dumex Kch thch cc khch hng hin ti ca Dumex tiu th nhiu sn phm hn na Thc hin: 1/ Thi gian : 2 thng, t 15 thng 3 n 15 thng 5 nm 2009 2/ Quy m 3/ Th l : Ton quc : Su tp np thic - thit k c bit vi dng ch Dumex v hnh chic khing bo v - i qu theo s im tng ng 4/ Sn phm : p dng vi tt c sn phm Dumex Gold Vi Dumex Gold Mama, bc 3, bc 4: s dng hnh nh qung b chng trnh trn cc phng tin truyn thng.

53

 ti tt nghip

GVHD: ThS inh Tin Minh

Vi Dumex Gold bc 1, 2: khng dng hnh nh qung b chng trnh nhng cc np nhm ca sn phm ny vn c thit k c th s dng khi i qu. 5/ Qu tng : C heo nhi bng v xe p

3.2.2.2 Thc hin: 3.2.2.2.1 Cc hot ng truyn thng tip th ca chng trnh i np thic ly xe p Chng trnh ny ch u t mnh vo h thng bn l ca Dumex thng qua cc vt phm qung co, hoa hng cho ch ca hng v cc nhn vin qung b sn phm Cc vt phm qung co trong ca hng v ti cc siu th

54

 ti tt nghip

GVHD: ThS inh Tin Minh

Cc nhn vin qung b sn phm

T bm qung co

850 nhn vin qung b sn phm v bn hng ca cng ty, ng ti cc ca hng v siu th trn ton quc hng ngy t 9 gi sng n 7h chiu (ty vo thi gian ng ca ca ca hng) Hoa hng cho cc nh bn l: 10.000 ng vi l nhm ln (lon 800g, 1500g v hp EZP 700gr), 5000 ng vi l nhm nh (lon 400 gr)

3.2.2.2.2 Kt qu:

55

 ti tt nghip

GVHD: ThS inh Tin Minh

Phn ln sn phm Dumex Gold di dng hp thic 400g c s dng nh l mt loi sn phm dng th ca khch hng tim nng trc khi h chuyn qua s dng sn phm thng xuyn hn (thng qua vic chuyn sang dng sn phm khi lng ln hn: 700g, 800g, 1500g tit kim chi ph so vi loi lon nh). Kt qu thu c vi s lng l nhm tham gia chng trnh ca loi lon nh (400g) chim 15% tng s l nhm thu c, gp 3 ln so vi thi k trc khuyn mi. iu ny chng minh rng chng trnh khuyn mi tiu dng thu ht mt lng ln khch hng dng th sn phm Dumex Gold 3.2.2.3. Kinh nghim u im Loi hnh khuyn mi n gin: thu thp np i qu Mi ngi u c th nhn c qu Th l tham gia chng trnh n gin Qu tng hp dn (c heo) v c gi tr (xe p) Cc nhn vin qung b sn phm v bn hng c nh hng mnh n s la chn ca ngi tiu dng ti cc khuyn mi ti ca hng hoc quy sa ti siu th Cc khuyn mi ti ca hng bn l hoc ti siu th vi nhiu vt phm qung co v trng by hng mu to nn nhn bit v s thu ht cao vi chng trnh Hn ch Np thic cn c thit k c trng hn trnh hng gi, hng nhi. D on lng hng v lng qu tr kho chnh xc hn trnh ht hng, ht qu khi cn thi gian khuyn mi. Cc vt phm qung co cn c in vi s lng nhiu hn v thit k p v thu ht hn

56

 ti tt nghip

GVHD: ThS inh Tin Minh

Mt s ngh cho ln thc hin khuyn mi tip theo Cc vt phm qung co cn to hn, sng hn v hp dn hn Cn c thm cc hnh thc truyn thng khc: TVC, thm nhiu n phm qung co trn bo ch trong giai on u nhm nng cao hn na nhn bit ca chng trnh v qung b rng ri thm cho mn qu hp dn ca chng trnh

3.2.3 Chng trnh B bn sng to ca Dumex

3.2.3.1 K hoch Mc tiu: Cc hot ng trong sut thi gian khuyn mi tng doanh s bn hng ln 70% Thay i hnh vi khch hng: Ngi tiu dng nhn hng khc chuyn qua dng th sn phm Khch hng Dumex hin ti mua nhiu sn phm hn Thc hin: 1/ Thi gian : 2 thng, t 22 thng 2 n 30 thng 4 nm 2009 2/ Quy m : Ton quc

57

 ti tt nghip

GVHD: ThS inh Tin Minh

3/ Th l

: Su tp np thic - c dn tem khuyn mi c hnh c heo i nn

i vi lon thic hoc/v thu thp dy nha guarantee c in 3 hnh c heo v khin min dch i vi Hp im 10 i cc gii thng khuyn mi. 4/ Sn phm : p dng vi tt c sn phm Dumex Gold Vi Dumex Gold Mama, bc 3, bc 4: s dng hnh nh qung b chng trnh trn cc phng tin truyn thng. Vi Dumex Gold bc 1, 2: khng dng hnh nh qung b chng trnh nhng cc np nhm ca sn phm ny vn c thit k c th s dng khi i qu. 5/ Qu tng : B bn sng to v ng h d thng

3.2.3.2 Thc hin: y l chng trnh ang vn cn ang thc hin trong thi gian ti ang vit chuyn tt nghip nn cc kt qu phn tch cng nh vic rt ra kinh nghim vn cha c thu thp v nh gi. 3.2.3.2.1 Bn hng trc tip

58

 ti tt nghip

GVHD: ThS inh Tin Minh

Cc vt phm, PG v khuyn mi c thc hin tng t nh i vi chng trnh i np thic ly xe p. Tuy nhin, ln ny tin hoa hng cho cc nh bn l trong vic i qu c gim xung nhm tit kim chi ph 30.000 cho 1 khch hng i mn qu ln. 15000 cho 1 khch i mn qu nh (chi ph gim so vi trc y 10000-15000 mt im i qu) 3.2.3.2.2 Qung co TV v qung co bo Cc chng trnh qung co thc hin nhiu vo thng u tin ca khuyn mi v c gim dn khi cng v cui chng trnh 3.2.3.2.3 PR Ti tr Dumex ti tr 1000 b bn sng to cho cc trng mm non ti H Ni v thnh ph H Ch Minh nhm mc ch nng cao hnh nh thng hiu nh l mt nhn hng lun quan tm n vic gio dc cho la tui mm non

Website v tng i gii p thc mc v coupon

59

 ti tt nghip

GVHD: ThS inh Tin Minh

Ngoi vic tin hnh a thng tin khuyn mi ln website, Dumex cn gi quan h vi khch hng thng qua vic tng coupon khuyn mi (2 im) cho nhng thnh vin ca cu lc b M yu

3.2.3.3 Bng kho st s nh gi ca khch hng v chng trnh B bn sng toca Dumex Phng php: phng vn trc tip Mu: n=226 ngi 152 ngi s dng cc loi sa bt cho tr khc 74 ngi s dng sn phm Dumex Ngy thc hin: 27, 28/04/2010 Cch thc: thu phng vn vin ng ti cc ca hng thc hin phng vn theo bng cu hi c sn Bng cu hi: nh km ph lc Kt qu: V l do bo mt ca cng ty nn kt qu khng c php cng b

60

 ti tt nghip

GVHD: ThS inh Tin Minh

Chng 4: XY DNG CHIN LC XC TIN CHO DUMEX GOLD TRONG VNG 6 THNG CUI NM 2010 4.1 Mc tiu y mnh hnh nh thng hiu nh l mt nhn hiu hng u quan tm n sc khe ca tr em thng qua vic bo v tr chng li nhng vi khun gy hi xung quanh. Lin kt vic pht trin ca tr lun gn lin vi vic tr t bo v mnh vi nhng mm bnh, vi khun xung quanh nu bt ln thng ip ca Dumex Gold gip nng cao h min dch ca tr. Tng thm th phn 5%. 4.2 K hoch xc tin Sau khi nh gi v rt kinh nghim cc chng trnh khuyn mi ca cng ty, ti tin hnh lp k hoch dng chin lc xc tin mu theo khi nim truyn thng tip th tch hp cho sn phm Dumex Gold trong 6 thng cui nm 2010 Hnh 4.1* K hoch xc tin cho 6 thng cui nm 2010 y l k hoch ca ring c nhn ti, khng phi ca cng ty Danone

61

 ti tt nghip

GVHD: ThS inh Tin Minh

4.2.1 Event: Hi tho chuyn Probiotics cho tr h min dch khe mnh hn Hi tho ni b dnh cho tt c nhn vin Danone Vit Nam trn ton quc (15/06: H Ni; 23/06: Tp.HCM) Hi tho dnh cho ngi tiu dng ca Dumex trn ton quc (15/07: H Ni; 23/07: Tp.HCM) Ni dung: Tr ang thi k tm ti, hc hi nn kh trnh khi c vic tip xc vi nhng cn bnh thng thng bn ngoi. Tm quan trng ca Probiotics i vi h min dch ca tr Thng ip Dumex gip tng cng h min dch ca tr. Dumex lun quan tm v bo v tr, gip cho tr pht trin tt nht 4.2.2 Qung co TV v bo ch 15 thng 6 n 15 thng 7: Qung co TV sn phm Dumex Gold. Thng ip: tng cng H min dch m an tm khi b tm ti hc hi mi th xung quanh Thng 8: trong thi gian u khuyn mi Cng Dumex hc hi iu hay. Tng nhn bit cho chng trnh khuyn mi. Tn s xut hin nhiu v lin tc 15 thng 10: Qung co nhc nh khch hng (tn s t hn) 4.2.3 Bn hng trc tip Cc vt phm qung co (vt phm treo, banner), khuyn mi xut hin hng ngy v lin tc trong thng 8 ti cc ca hng, i l sa v h thng siu th trn ton quc

62

 ti tt nghip

GVHD: ThS inh Tin Minh

Thay i hoa hng cho cc nh bn l tit kim chi ph: 30.000 cho 1 khch hng i mn qu ln. 15000 cho 1 khch i mn qu nh (chi ph gim so vi trc y 10000-15000 mt im i qu) 850 nhn vin qung b sa trn ton quc c tham gia bui tng cng kin thc v sn phm v c sp xp ng ti cc ca hng, khuyn mi Cc nhn vin gii thiu v chng trnh khuyn mi, truyn ti thng ip m Dumex gi n ngi tiu dng trong chng trnh Cng Dumex hc hi iu hay Dumex lun bo v b v gip b t do pht trin bn thn 4.2.4 Chng trnh khuyn mi Mc tiu: Cc hot ng trong sut thi gian khuyn mi tng doanh s bn hng ln 70% Thay i hnh vi khch hng: Ngi tiu dng nhn hng khc chuyn qua dng th sn phm Khch hng Dumex hin ti mua nhiu sn phm hn Thc hin: 1/ Thi gian : 2 thng, t 1 thng 8 n 30 thng 9 nm 2010 2/ Quy m 3/ Th l : Ton quc : Su tp np thic - c dn tem khuyn mi c hnh c heo t mu i

vi lon thic hoc/v thu thp dy nha guarantee c in 3 hnh c heo v khin min dch i vi Hp im 10 i cc gii thng khuyn mi. 4/ Sn phm : p dng vi tt c sn phm Dumex Gold Vi Dumex Gold Mama, bc 3, bc 4: s dng hnh nh qung b chng trnh trn cc phng tin truyn thng.
63

 ti tt nghip

GVHD: ThS inh Tin Minh

Vi Dumex Gold bc 1, 2: khng dng hnh nh qung b chng trnh nhng cc np nhm ca sn phm ny vn c thit k c th s dng khi i qu. 5/ Qu tng : B khung v v c Ha s nh c thit k ring v gi tr cao = 12 im Gi hnh khin bo v = 3 im Vi cch tnh im Dumex Gold Mama, bc 1, 2, 3, 4 hp 400 Dumex Gold Mama, bc 1, 2, 3, 4 hp 800g, Hp im 10 Dumex Gold Mama, bc 1, 2, 3, 4 hp 1500g = 1im =2 im =3 im

4.2.5 PR: Website v tng i gii p thc mc: i ng cc nhn vin tr li c o to nhng kin thc v hp im 10 Li ch Cch thc s dng Cch thc tr li nhng khch hng khng thch sn phm mi ny Cc thng tin v khuyn mi c ng ti thng nht vi cc hot ng khc ca chng trnh trn Website Tng cc coupon cho thnh vin cu lc b M yu

4.3 K hoch o lng hiu qu o lng mc nhn bit vo gia chng trnh (cui thng 7) o t cng c xc tin no hot ng c hiu qu nht trong thi gian u
64

 ti tt nghip

GVHD: ThS inh Tin Minh

o lng mc nhn bit vo cui chng trnh (cui thng 8) o t cng c xc tin no hot ng c hiu qu nht trong thi gian cui v ton b chng trnh Thu thp nh gi chng trnh thng qua: th l, qu khuyn mi, v cch thc truyn thng nh gi thng qua doanh s bn hng ca i sale v th phn trong thi k khuyn mi nh gi thng qua doanh s bn hng ca i sale v th phn sau 3-6 thng khuyn mi xem tc ng ca khuyn mi l ngn hn hay di hn.

65

 ti tt nghip

GVHD: ThS inh Tin Minh

KT LUN Vi ti ny, ti mong rng y s l mt ng gp nh cho qu trnh kinh doanh ca cng ty ni chung, v c th trong mng xy dng chin lc xc tin Marketing cho sn phm Dumex Gold ni ring. Khng dng y, vi kt qu nghin cu d nh ny, ti mong s mang li cho cng ty mt cch nhn tng qut hn v mt s chng trnh xc tin ca cng ty t trc n nay. T , trong nhng ln xy dng v thc hin cc chng trnh xc tin ln sau, cng ty c th a ra cho mnh nhng k hoch xc tin xc thc v hiu qu hn na. Xin cm n thy Thc s inh Tin Minh v cc anh ch trong cng ty Danone hng dn v ch bo ti trong sut qu trnh thc tp cng nh hon thnh tt ti tt nghip ny. Li cui cng, xin chc thy v cc anh ch c nhiu sc khe v thnh cng trong cuc sng. Chc cng ty Danone ngy cng pht trin vng mnh. Bi L Quang Thin Sinh vin lp Marketing 1 Kha 32 Khoa Thng mi Du lch Marketing Trng i hc Kinh t Thnh ph H Ch Minh

66

 ti tt nghip

GVHD: ThS inh Tin Minh

TI LIU THAM KHO

1. Philip Kotler, Qun tr Marketing, NXB Thng K 2003. 2. Frances Brassington v Stephen Pettitt, Essential of Marketing, 2005 3. Philip Kotler, Veronica Wong, John Saunders v Gary Amstrong; Marketing principals; 2007

67