Khi mt thng hiu chim c khi c ca ngi tiu dng th ch n cho n l chim tri tim ca h.

. iu ny, ng vi Omo - thng hiu bt git dn u ti th trng Vit Nam . c dn u nh vy, thng hiu ny lm cho cng vic git gi ca cc b ni tr tr nn n gin v nh nhng hn. V sau khi c ng o khch hng ng h, Omo tip tc xy dng hnh nh l thng hiu thn thin, lun quan tm n cng ng.Sn phm phm OMO chim lnh c 70 % th trng bt git Vit Nam. V l mt hng ho khng th thiu i vi ngi tiu dng cc sn phm ca OMO a dng phong ph gi thnh ph hp vi mi gia nh V chnh v th OMO ngy cang ln mnh. t c nhng thnh tu nh vy khng th thiu chin lc Marketing cho sn phm bt git ca OMO Sau y ti xin trnh by chin lc Marketing cho sn phm bt git c OMO Bi tiu lun khng th thiu c nhng sai xt mong cc bn v c gio gp them bi ca ti thm hon chnh

1, Hin trng Marketing ca OMO

Tnh hnh th trng bt git

Trn th trng Vit Nam ang xut hin kh nhiu bt git. Nhng chim u th vn l sn phm OMO. cnh tranh vi nhng tn tui ny qu tht l mt bi ton kh Ngy nay, i sng ngi dn ngy cng nng cao, trnh khoa hc k thut pht trin th cng vic git gi khng cn l vn qu nng n i vi ch em ni tr. Tt c c chic my git h tr hon ton t ng. Cng vic ch em l chn loi bt git ng tin cy, b vo nhn nt v ch c vic phi kh l xong. Chuyn my git cng ch lin quan n nhng gia nh kh gi. Phn ng ngi

dn mnh vn git bng tay, nn nhn hiu bt git OMO vn c c hi chim c nim tin ca ngi tiu dng khng phi bng qung co m bng cht lng v gi c hp vi thu nhp ngi dn. V th ti th trng ni a nhn hiu bt git OMO vn l s la chn hng u ca nhiu ngi dn v gi c hp l, cht lng m bo.

Tnh hnh sn phm Sn phm ca OMO a dnh v phong ph t nhng sn phm git tay n nhng sn phm dng cho my git. C y cc kch c c nhng gi ln ph hp vi vic s dng trong gia nh , v nhng gi nh Gi thnh thp ph hp vi ti tin ngi tiu dng c bit l sinh vin. Bao b sn phm p bt mt. th hin y nhng thng tin v sn phm Kiu dng sn phm a dng phong ph v c bit cht lng sn phm rt tt c ngi tiu dng bnh chn

2, phn tch c hi Marketing ca OMO

N c th hin r trong mi trng vi m v v m

1. Mi trng vi m: a). Cc trung gian marketing ca OMO: c nhim v gip Unilever Vit Nam truyn thng, bn v phn phi sn phm n vi ngi tiu dng Trung gian phn phi: Omo l sn phm thit yu, cn cho tt c mi ngi, mi gia nh. Omo c phn phi rng ri v rng khp th cn c mt h thng cung cp dch v sn phm ph hp: siu th, i l, c s s v ltrong bn l l thch hp v s lng l ng nht, tuy nhin cn linh hot i vi tng v tr, vngc phn phi ring. Sn phm Omo cn c nhiu loi sn phm p ng y nht nhu cu ca khch hng.

T chc cung cp dch v v lu thng sn phm cung cp, phn phi sn phm Omo n tay ngi tiu dng m cht lng sn phm tt nht th cn c t chc ny trung gian phn phi, d tr Omo. T chc cung cp dch v: c th ni Omo hay Unilever Vit nam tp trung mnh vo vic ny ( nghin cu, qung co, t vn ) trong qung co l mnh nht v Omo l mt hng tiu dng thit yu, l sn phm c mt hng thay th nhiu nht, qung co gip sn phm Omo c tip cn nhiu v lm mi ngi tiu dng u thuc nm lng Omo khi la chn bt git. T chc cung cp dch v v ti chnh tn dng ng vai tr quan trng gip Omo ng vng trong th trng ( nh m rng th trng, tung ra sn phm Omo tnh nng mi cng nh trong vic cnh tranh i th (gim gi, h tr khch hng, b l..) b). Khch hng : l i tng, l nhn t to nn th trng. Ngi tiu dng c nh hng quan trng n s tn ti sn phm Omo; do Unilever Vit Nam lun ch trng ly lng h thng qua mt lot hot ng qung co nh di bom vo ngi tiu dng hay cc cuc phng vn ngi tiu dnghay hot ng cng ng lm cho mi ngi ch n Omo. C quan nh nc v doanh nghip phi li nhun; i vi nhm ny thng s dng vi mc ch nh cung cp cho nhn vin, hay cc chin dch cng ng : cu tr; chin dch Omo o trng ngi sng tng lai-2005ca hi lin hip ph n gip thng hiu Omo c qung b,tn nhim i vi khch hng Khch hng quc t: Omo khng ch cung cp trong nc m cn quc t, i tng ny gip Omo vn ra tm quc t, thng hiu Omo ni ting do cn c chnh sch v pht trin hn na. c) i th cnh tranh : Omo l mt hng tiu dng thit yu nn i th cnh tranh l tt yu xy ra, hin nay sn phm cnh tranh khc lit vi Omo l tide ca P&G d) Cng chng: c th h tr hoc chng li nhng n lc ca Unilever Vit nam trong vic qung b thng hiu do vy t c mc ch Unilever phi khng ngng quan tm cng nh c hot ng y mnh uy tn thng hiu; 2 .Mi trng v m

a) Kinh t : tc ng n kh nng tiu dng ca khch hng v to ra nhng bin th ca sn phm Omo p ng nhu cu ca ngi tiu dng: tin dng, cht lng, thm m Omo ca Unilever phn no p ng c nhu cu : +Tnh ty trng Omo +a dng mu m, trng lng : 100g, 800g, 3kg Cng tnh hnh hin nay thu nhp dn chng tng ln, thi gian hn hp do cn sn phm tin dng gip tit kim chi ph, thi gian, nhng hiu qu cao dn n s ra i ca Omo hng ngn hoa gip b ni tr tit kim thi gian cho vic mua sm, ph hp chi tiu ca h. b) T nhin : l ngun u vo cn thit cho doanh nghip v tc ng n hot ng marketing ca doanh nghip. Ngy nay ngun ti nguyn cung cp cho vic sn xut ngy cng cn kit do nh hng ln n sn xut sn phm Omo nh chi ph tng dn n gi tng. khc phc tnh trang ny Omo lin thay i hnh nh ca mnh hp dn khch hng nh mu truyn thng ca Omo l trng v xanh dng m th xut hin mu xanh l cy v cam ti..tuy nhin mt s sn phm gim tiu th do gi tng. c) Cng ngh: gip doanh nghip to ra nhiu dng sn phm v tng tnh cnh tranh v vy Unilever Vit nam lun ch trng p dng cng ngh thng tin vo hot ng bn hng; sn xut sn phm lm cho Omo ngy cng a dng, gi thnh li khng cao, thng tin sn phm ngy cng nhiu trn bo ch, truyn hnh, internet..do vy Omo ngy cng gn gi hn vi ngi tiu dng. d) Php lut: hin nay nc ta thc hin chnh sch m ca th trng do to iu kin tip cn nhiu loi sn phm tt, mang li li ch cao. Tuy nhin bn cnh c mt s cn tr nh thu quan lm gi tng v Omo cng chu tc ng biu hin s tng gi mt s sn phm do khch hng c nhiu cn nhc. e) Vn ha: vn ha nh hng su sc ti vic la chn sn phm nh tnh tin dng sn phm, tnh nng sn phm h cn, mu m p ng c iu Unilever cho ra nhiu dng sn phm Omo p ng ti a nhng s thch a dng + Nhng ngi thch qun o trng sch : Omo trng sch, nh bt 99% vt bn + Nhm ngi thch trng sch v mi thm khng nh mnh, Unilever cho ra i sn phm Omo hng ngn hoa, Omo matic

3. Chin lc ca OMO Chin lc sn phm v nh gi sn phm. 1. Sn phm c im: l mt sn phm nh mnh vo tnh nng git ty, c thnh phn cht ty cao hn so vi cc lai bt git khc, c th nh bt hon ton ch dnh bn kh git nht trn qun o. Nhn hiu: Omo mang tn gi rt d nh, ngn gn, d thuc, d nm long. Bao b: 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 . Bao b ngy cng c ci tin nhm to s tin li, thm m cao nht cho ngi tiu dng ng thi bo qun sn phm tt nht qua thi gian v khng gian. V nhn hng Omo tung ra th trng mu bao b 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. Bn cnh nhng 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 ha, thn thin, gn gi v sng ng hn.Kch c : phc v khch hng tt nht, p ng mi nhu cu tiu dng, nhn hng Omo c rt nhiu kch c: 400g, 800g, 1.5kg, 3kg, 4.5kg, 5hp/ thng 2. Gi v chin lc nh gi. 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. Nhn bit 80% ngi tiu dng Vit Nam sng vng nng thn c thu nhp thp, Unilever Vit Nam ra mc tiu gim gi thnh sn xut nhm em li mc gi c hp l cho ngi tiu dng. Cng ty da vo cc doanh nghip nh a phng tm cc nguyn liu ti ch thay th mt s loi phi nhp khu; iu ny va gim c chi ph mua hng va ng thu nhp khu t hn. Ngoi ra, cng ty cng phn b vic sn xut, ng gi cho cc v tinh ti cc khu vc Bc, Trung , Nam gim chi ph vn chuyn v kho bi. Unilever cng thc hin chnh sch h tr ti chnh gip cc doanh nghip a phng c th nng cp trang thit b sn xut, chuyn giao

k thut, t chc cc chng trnh hun luyn sn xut. Thc t th Vit Nam sn phm ni ting th gii Omo do ngi Vit Nam sn xut. Omo nh ng nhu cu ngi tiu dng thi im : Ngi tiu dng cn mt loi bt git cht lng tt , c bit kh nng git ty rt tt, v gi va phi. Omo s dng chin lc gi thm nhp th trng . Trong khong 5 nm u, 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 ginh ly th phn cao. Bt git Omo v Tide chim lnh th trng v cnh tranh gay gt . Kinh nghim ca Unilever trong mi trng cnh tranh vi i th truyn kip P&G: nu 2 i th cnh tranh c th phn gn ngang bng nhau, i th no tng th phn c th ginh s khc bit c v doanh s v chi ph v do a n li th cnh tranh mnh m. Khng c l do g b mt th phn. V vic mt th phn lun i km vi gim li th cnh tranh, gim li nhun, chi ph cao hn, v l mi e da mt lun th trng.V th, 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. chin lc h gi c khi xng hi u thng 8/2002 gia P&G v Unilever. Cuc chin ny c m u khi P&G gim gi mt hng bt git Tide t 8000 xung 6000/gi400gr,Unilever phn cng ngay tc th bng cch gim gi bt git Omo t 7500 xung 5500/gi500gr. P&G tip tc khiu chin vi vic gim gi t 6000 xung cn 4500 sn phm tide loi 400gr.Unilever a ra chiu 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 500gr gi 5500 ch cn 400gr.Ti cc ca hng tp ho ,cc siu th nhn hiu Omo trn ngp th trng ,nhiu thp Omo cao hng chc mt trong cc siu th ln.Gi ca bt git Tide ca P&G gim 30% so vi trc y cn gi Omo cng gim khong 26% v ngi hng li u tin l ngi tiu dng .Sau khong 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 10.000 ng/kg". 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 mi. B Nguyn Th Mai, brand manager ca Omo cho chng ta bit: 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.

PR vo cuc 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. 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 nyvui 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 nhnhng 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. Th trng mc tiu ca OMO Khi nn kinh t ngy cng pht trin th s cnh tranh ngy cng gay gt.Vi mi cng ty, mi doanh nghip cn xc nh c cho mnh mt th trng mc tiu v lm th no xy dng c v th trong tm tr khch hng mc tiu, tha mn c nhu cu ca h. lm c iu , doanh nghip cn xy dng cho mnh chin lc ph hp v trin khai c hiu qu. Marketing coi nh v th trng l chin lc chung nht, chi phi mi chng trnh marketing c p dng th

trng mc tiu. Chin lc nh v th trng c xem l tt yu. OMO khng phi l mt ngoi l Th trng bt git Vit Nam ang pht trin mnh m lun c s cnh tranh gay gt. Trn th trng Vit Nam hin c nhiu loi bt git: Omo, Tide, Viso, V dnOmo by gi vi v th dn u ang c s cnh tranh ca nhiu i th ginh git v tr: Tide i th sng s, V dn mt ngi sao ang lnV vy vic xy dng mt chin lc nh v hiu qu c th nh v c v tr trong tm tr khch hng mc tiu l v cng quan trng. OMO chon th trng mc tiu ca mnh l cc sn phm bt git cho gia nh v cho hc sinh sinh vin vi chng trnh OMO o trng ngi sang tng lai

Phn khc th trng B1 : Xc nh th trng kinh doanh Th trng bt git, cung cp sn phm c kh nng git ty tt, cht lng cao. B2: Tiu thc phn khc th trng : Unilever phn khc th trng cho nhn hang Omo theo dn s v a l, da vo cc bin s sau: Quy m th & Mt : Omo ch yu tn cng vo cc thnh ph, th trn ln trong c nc. V y l th trng hp dn v kh nng sinh li cao. Mt dn s cc vng ny l tng i ln, nhu cu tiu dng cc sn phm git ty cao. Nm 2003 Dn S (triu): Thnh Th Nng thn TP.HCM 4.582 3.400 1.182 H Ni 2.219 1.162 1.057 Nng 1.915 650 1.265 Hi Phng 1.586 532 1.054

Gii tnh: Bao gm

c nam v n. Tuy nhin, i tng nhm ti ch yu l cc b ni tr, l ngi quyt nh chnh trong vic la chn nhn hiu cc sn phm tiu dng cho gia nh. C th l khi la chn nhn hiu bt git cho gia nh, yu t h quan tm ti l kh nng git ty, do Omo chn chc nng chnh ca mnh l kh nng git ty, nh bay cc vt bn. tui: Tt c cc i tng c nhu cu s dng sn phm. Nhng vn nhm n nhng khch hng t 18 tui tr ln, nhng ngi trng thnh, Quy m gia nh: M rng, bao gm t 2 n 3 th h. quy m gia nh cng ln th sc tiu dng bt git cng ln. Thu nhp: mc thu nhp n nh tng i.ty theo mc m ngi tiu dng la chn nhng trng lng khc nhau. Ngh nghip: Nhng ngnh ngh c thu nhp cao, n nh nh nhn vin vn phng, bc s Ngoi ra Omo cn nhm ti nhng i tng lm vic trong mi trng d b dnh bn chng t kh nng git ty vt tri ca mnh nh k s c kh k s xy dng B3: Phn khc th trng : Khc Th trng Omo la chn cho mnh l : -Omo ty trng hng n nhng i tng tip xc mi trng nhiu cht bn. -Omo hng ngn hoa hng n ngi thch khng nh mnh, v cc i tng mun tip kim phn nc x vi. -Omo matic dng cho cc i tng khch hng s dng my git 4. Marketing Mic Gm nhng vn sau 1) Product - Sn phm chng ta i tr li nhng cu hi tr li cc cu hi: - Sn phm ca mnh ph hp v tng thch vi loi khch hng mc tiu l ai? i vi OMO chn khch hng ca mnh l sn phm giat tay v dng cho my git OMO matic cho khch hng l h gia nh v sinh vin hc sinh

- Sn phm ca mnh so snh vi i th cnh tranh hn nhng g? OMO hn i th ca mnh hn v mu m cng cht lc sn phm. c chng trinhg Marketing hiu qu hn cc i th khc V mt s cu hi khc na. Tuy nhin, theo em hai cu hi ny l quan trng nht 2) Price - Gi Gi ca OMO ph hp vi tng phn khc trong th trng. T bnh dn n t tin ging cho tng nhm i tng khch hng t nhng ngi c thu nhp trung bnh n nhng ngi c thu nhp cao. V tung ra sn phm du gi u c ng gi vi gi ch 15000 ph hp vi mi i tng nht l sinh vin. Khi khng c iu kin mua nhng gi bt gt ln 3) Place - a im (phn phi) a im phn phi ca OMO trn phm vi ton quc ln ngi mua c th mua bt k u c th ni knh phn phi ca OMO l trn phm vi ton quc 4) Promoto - Xc tin hn hp OMO c Cc hot ng qung co ca ICP rt ln ,trn tt c cc phng tin thng tin i chng .Cho thy s chuyn nghip trong hot ng Mar ca h.. Bn cnh , c th thy rt nhiu bi bo ni v OMO nh mt thng hiu thnh cng (hng Vit Nam cht lng cao) Chin lc xc tin hn hp Xc tin l mt lot hn hp cc hot ng : Qung co, khuyn mi, quan h cng chng, bn hng trc tip v marketing trc tip. Thng thng th doanh nghip chim lnh c th phn cao th khng cn tn nhiu chi ph cho cc hot ng xc tin nhng vn bn c hng. Tuy nhin, Unilever l cng ty hng tiu dung mt mt hng gn gi v cn thit hng ngy i vi ngi tiu dng. Khi cn mt sn phm h khng ch qu lu tm hiu hoc tm n vi sn phm a thch. H cn s tin li rt nhiu v v th nu xem nh cc hot ng xc tin th khch hng s b qun nhn hiu . Bn cnh l s cnh tranh ln ca cc i th c bit l k phng ch th P&G lun c nhng sn phm ngang tm vi Unilever, ch hn nhau l s qung b sn phm. Khi mi xm nhp vo th trng Vit Nam, nhn hng Omo ca Unilever kt hp tt c cc hot ng xc tin c bit l qung co v bn hng trc tip.Nhn hiu Omo nm lng trong ngi tiu dng Vit Nam. Omo m u bng nhng mu qung co nu bt tnh nng git ty vt tri ca mnh. c trng nht l phng vn ngi tiu dng v nhng tri nghim ca h khi dng bt git Omo. Ngoi ra th cng ty t chc

cc hot ng bn hng c nhn, vi vic l tuyn i ng nhn vin c kh nng tip th bn hng n cc h gia nh bn v gii thiu sn phm, gii p cc thc mc mt cch trc tip v tip nhn nhng phn nh ca ngi tiu dng v sn phm,ch trng n i tng l cc b ni tr. n nhng ni cng cng pht min ph cc gi bt git Omo loi nh khch hng dng th. c bit l cng ty cn a ngi v cc a phng, cc vng nng thn l nhng ni t c iu kin tip xc vi qung co bn hng trc tip, v hng dn, cung cp thng tin cho khch hng. Hin nay th hnh thc bn hng trc tip khng cn ch trng nh trc, do sn phm Omo qu quen thuc vi ngi tiu dng. Nhng hng nm Omo vn tip tc pht cc gi nh min ph cho ngi tiu dng m rng thm khch hng. Omo cng s dng nhng hot ng marketing trc tip: qua knh trc tuyn thu nhn kin khch hng, cc trung tm chm sc khch hng t vn cung cp thm thng tin v cc chng trnh khuyn mi.Cc hot ng khuyn mi ca Omo nh: bc thm trng thng, co trng thng vng, gim gicng mang li hiu qu cao. Bng chng cho s thnh cng ca nhng hnh ng l 90% cc h gia nh tng s dng bt git Omo t nht mt ln. Nu hi mt ngi ni tr Vit nam bt k no d c s dng Omo hay khng u bit n tn nhn hiu Omo.Nhng c l iu c bit hn c l Omo lun ng hnh v nm bt tm l khch hng mc tiu. V th cc hot ng hng ti cng ng ca Omo c hng ng rt ln ca ngi tiu dng ni chung v cc b ni tr ni ring. 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 xa, h tr 3000 sinh vin v qu n tt.. Omo o trng ngi sng tng lai l mt hot ng thng nin c t chc t nm 2001 qu thc lm mt cuc chinh phc ngon mc vi khch hng, khi mang nhng t o trng n vi cc hc sinh ngho. Chng trnh vn tip tc v y ngha, c bit l nhng b ni tr nhng ngi m, ngi b. Omo qua thi qung b thng hiu vi tnh nng ty sch ca sn phm, h to c 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 ngi tiu dng i vi thng hiu. V th Omo khng ngng t chc v thc hin cc chng trnh hot ng n vi khch hng. Chng trnh hc hi iu hay, ngi g vt bn vi mc tiu l to d lun h tr chng trnh Omo o trng ngi sng tng lai.V t chc chng trnh ngy hi nhng chic ti ti nng ti cng vin L Vn Tm to ra im nhn, theo l cc chng trnh phng vn cc chuyn gia, cc bi bn lun ca c gi to ra d lun c li i th cnh tranh khc lit ca Unilever l P&G. Ti Vit Nam, h cng c nhng sn phm trc tip i u vi nhau trong c tide v Omo.Do P&G cha lm mnh cc khu qung co nn sn phm ca h c v lp v hn so vi Unilever. Chng t

mt iu Unilever lm tt cc hot ng xc tin, a nhn hiu sn phm n vi ngi tiu dng. IV. nh v trong th trng. nh v l mt trong nhng khu m Unilever lm tt nht. Vi Omo, khng mt ngi tiu dng no m li khng bit sn phm ny. Bng nhng chin lc nh v ca cng ty, Omo to ra nhng s khc bit i vi i th cnh tranh. Bt git Omo c nh v bng nhng slogan sau: Omo_nh bt ngay vt bn kh Omo_Chuyn gia git ty vt bn Omo_Hc hi iu hay ngi g vt bn Tt lm iu phc ca bt git Omo Omo_ nh bt 99 vt bn kh git

Chin lc nh v ny trt thnh cng v khi ngh n Omo ngi ta ngh ngay n c tnh trng sch. lm c iu ny, cng ty a ra rt nhiu chin lc nh: Omo o trng ngi sng tng lai, Omo mu qung co nu bt tnh nng git ty vt tri ca mnh. c trng nht l phng vn ngi tiu dng v nhng tri nghim ca h khi dng bt git Omo. nh mt s tra tn i vi ngi tiu dng trong thi gian di nhng li kh hiu qu. Kt qu l mi ngi u bit ti bt git Omo bit ti tnh nng ty trng ca Omo. Ngoi ra Omo cn a ra th trng sn phm Omo comfort hng ngn hoa, mang n s phong ph cho dng sn phm, ngoi tnh ty trng cn kh nng lu gi hng thm.Ci hay khi nhc n sn phm Omo l ngi tiu dng lun ngh ngay n nhng ngha x hi t thin, nhng hot ng cng ng gn lin vi sn phm ny. V s xut hin ca Omo c v nhiu hn Tide. i n u cng d dng nhn thy hnh nh ca Omo. iu ny lm cho Omo tr thnh mt nhn hiu quen thuc, ph bin vi ngi tiu dng hn. VI. H thng phn phi Nm 1995, Unilever vo Vit Nam v quyt nh to ra mt h thng tip th v phn phi trn ton quc, bao qut hn l 100.000 a im. Unilever a khi nim tiu th bn l trc tuyn, s dng nhn vin bn hng n tng ca hng bn l theo tuyn, nhng nhn vin ny c nhim v cho cc n t hng mi, giao

hng v cp tn dng cho cc n hng tip theo. Cc im bn l c cp t trng by hng nm s dng ti a khng gian cho ca hng ca h v tnh bt mt ca sn phm. Ngoi ra, cng ty cn gip cc hng phn phi dn xp cc khon cho vay phng tin i li, o to qun l v t chc bn hng. Hin nay, khi nn kinh t Vit Nam c bc pht trin mnh m, nh du bng vc gia nhp WTO, to iu kin cho vic phn nhm th trng, cc cng ty tng dn cht lng phn phi. Cng ty Unilever Vit Nam bt u phn nhm th trung khng n thun l phn ra 7 khu vc bn hng nh ng Bc, Ty Bc, Bc Min Trung, Nam Min Trung, Min ng, TPHCM, v ng bng Sng Cu Long, m phn ra cp u tin. Unilever phn cc thnh ph ln vo 1 nhm, nhm knh phn phi truyn thng 2 (GT2) bao gm TPHCM v H Ni, nhm GT4 bao gm GT2 v Nng, Cn Th; nhm GT 8 gm GT4 v Hi Phng, Vinh, Nha Trang, Bin Ha. Do vy, ta cng thy r s pht trin mnh m ca cc knh phn phi, to iu kin cho cng ty bn c nhiu hng v thu li nhun ln Omo l hng ha tiu dng c nhn, do vy knh phn phi cng c s khc bit so vi cc mt hng khc. Th nht, l mt knh trc tip t ngi sn xut bn trc tip cho ngi tiu dng cui cng. Ngi tiu dng hin nay c lng tin nht nh vo s gii thiu ca cc nh sn xut thng qua cc phng tin thng tin i chng. Do vy, cc loi hnh thng tin i chng bao gm c pht thanh, truyn hnh, bo ch v internet cng tr nn ph bin hn, v c nh hng mnh n vic tiu dng ca dn chng. Chnh vy, cng ty a vo s dng lc lng bn hng tn nh, hay bn hng qua th, t hng qua th, bn qua Catalog Cc hnh thc ny cho php ngi tiu dng mua sn phm nh cc phng tin thng tin qung co m khng cn gp trc tip ngi bn. Th hai, thng qua cc knh gin tip bi cc trung gian nm gia ngi sn xut v ngi tiu dng . Nh sn xut => nh bn l => ngi tiu dng. Tng quan v th trng Vit Nam : vi nhng c im c th nh 75% trn 82 triu dn sng nng thn, th trng truyn thng bn l phc tp v chim a s vi hn 450.000 ca hiu, ca hng bn s vn cn thng lnh. Mt khc, da trn thi quen mua hng ca ngi tiu dng Vit Nam la chn knh phn phi nh qua cc i l, h thng siu th, hay nh phn phicho ph hp. Ngi tiu dng

Vit Nam c thi quen mua hng ngy, thay v ti siu th vo ngy cui tun mua hng dng cho c tun. Unilever bit tn dng nhng knh sn c nh h thng cc ch, cc nh bun s. Do xu hng tiu dng chung ngy nay ca ngi Vit l ngy cng tip cn gn hn vi cc knh phn phi hin i nh siu th ca hng t chn. Chnh v vy, cng ty Unilever Vit Nam tin hnh chin lc phn phi cc sn phm ca mnh thng qua cc knh bn l ny. C th, sn phm Omo c bn ti cc siu th bn l nh Big C, chui siu th Co.op mart, h thng MaximaxCc siu th ny phn phi trc tip sn phm n tay ngi tiu dng cui cng, bng cch cho ngi tiu dng t la chn mt hng, dng sn phm mnh a thch v ph hp. Knh phn phi ny tp trung hng n ngi tiu dng cui cng, tiu th vi s lng nh nhng thng xuyn. Nh sn xut => nh bn bun => nh bn l => ngi tiu dng. y c gi l knh 2cp. Vi knh phn phi ny, sn phm Omo c bn ti cc trung tm thng mi phn phi ln nh Metro Bnh Ph ti TPHCM hay ti cc h thng Metro khc trn 5 thnh ph ln ca Vit Nam . Ti y, sn phm bt git Omo ca Unilever c cung cp vi s lng ln cho cc nh bn l nh cc doanh nghip, cc khch hng mua bn chuyn nghip, nhng chi nhnh khc kinh doanh bn l cho ngi tiu dng ri mi a n tay ngi tiu dng cui cng. Vi knh phn phi ny, dng sn phm ca Omo ch yu hng n cc nh bn l vi s lng ln. Nh sn xut => i l => nh bn bun => nh bn l => ngi tiu dng. y cn c gi l knh 3 cp. Sn phm sau qu trnh sn xut c a n cc i l i din cho cng ty thc hin giao dch vi khch hng. H thng i l c quyn trong mt vng nht nh m cng ty nc ngoi p dng nh Unilever. Hin nay, cng ty Unilever Vit Nam c mt trung tm phn phi hng ha c xem l ln v hin i nht ti Vit Nam . Trung tm phn phi ny c t ti Bnh Dng vi trang thit b v cch b tr iu hnh ht sc khoa hc v hin i. Hng ha sau khi sn xut ti nh my s tp kt v trung tm ny, tip c vn chuyn n cc i l Min Trung (t Nha Trang tr vo) v khu vc min Nam, min ty, ng thi y cng l im trung chuyn hng ha t TPHCM ra 2 trung tm phn phi ca Unilever ti H Ni v Nng.

Nh vy, chin lc phn phi l m rng th trng, m rng cc i l, tng dn v s lng v cht lng cc knh phn phi.

VIII. Kt lun Vi nhng chin lc marketing nu, Omo ngy cng nh v thng hiu ca mnh i vi ngi tiu dng v c v tr dn u trong th trng tiu dng bt git Vit Nam.T n to ra cho i th cnh tranh nhng kh khn trong vic chim lnh th trng. Vic Omo ot c gii thng danh gi ny cng l mt nim t ho ca nhng ngi lm tip th Vit Nam . iu ny cng d hiu, bi l c n 550 h s d thi trong khu vc gi n tham gia. Nhng nm trc, gii thng danh gi ny thng ri vo nhng th trng c trnh thc hnh tip th cao nh Hong Kong, c v Singapore . Thnh cng ny l nim cm hng ca nhng ngi thc hnh tip th chuyn nghip ti Vit Nam, mong mun a Vit Nam ln bn tip th th gii.V khng ngoa khi ni ti gii thng Tip th hiu qu chu 2007: Lch s sang trang khi iu hay ca Omo Vit Nam c tn vinh!.

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 mi. B Nguyn Th Mai, brand manager ca Omo cho chng ta bit: 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. PR vo cuc 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. 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 nhnhng 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 trngngi 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 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. Bn Bn cnh nhng thng li t c, dng nh Omo cng c mt vi bc i hi b ht chn. Tiu biu l event gn y nht ca dng Omo ty an ton vi vic git sch chic o ngn tay khng l trn sn vn ng Qun khu 7. y l mt chng trnh honh trng rt tt km nhng li c d lun nh gi khng cao my. u cng l bi hc cho Unilever v cho c chng ta, l phi cn nhc tht k yu t vn ho khi t chc mt hot ng marketing, hy ngh theo np ngh ca ngi Vit.

Ngi Vit theo truyn thng ca ngi ng a s khng thch nhng g git gn phi thc t nn vic may chic o l mt s xa x khng cn thit. Rt may Unilever cha chy kp thi bng vic ct chic o ra lm nhiu mnh may o tng tr em ngho nn t cu mnh mt bn thua trng thy. C l chng trnh ny c t chc mt nc phng Ty no th s rt thnh cng nhng Vit Nam khi vn cn tn ti cch nhn nhn, nh gi kh cht ch v bo th trong d lun th r rng vic t chc event ny l mt iu cha hon ton ph hp. 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. Sau ny rt c th nhng i th cnh tranh s theo bc chn nh v ca h, song Omo c li th l ngi tin phong trn th trng, m ci g u tin thng li n tng lu phai trong tm tr khch hng.