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A.

LI M U
t nc ta ang trong tin trnh hi nhp kinh t th gii, nn kinh t c nhiu chuyn

bin ht sc phc tp. S giao lu kinh t trn th gii din ra ht sc si ng, trn th trng hng ha ca nhiu nc c th cng xut hin ti mt vng a l, iu gip cho ngi tiu dng c thm nhiu s la chn hng ha ng thi cng l mt thch thc i vi cc doanh nghip tham gia kinh doanh trn th trng. c th tn ti v pht trin trn th trng, vn tiu th tr thnh vn sng cn ca doanh nghip. y mnh hot ng tiu th th khuyn mi l mt trong nhng cng c s dng hiu qu nht mc d n ch mang tnh cht kch thch ngn hn nhng c th b p nhng hn ch cho cc hot ng Marketing khc. Khuyn mi l khuyn khch mua hng ho, dch v, do mc ch chnh ca khuyn mi l kch cu tiu dng, thc y ngi tiu dng mua v mua nhiu hn cc hng ho, dch v m doanh nghip cung cp v phn phi. Ngoi ra hot ng khuyn mi cn gip doanh nghip qung b thng hiu v sn phm.

B.

NI DUNG

Phn I: C s l lun v vn khuyn mi

1.1 Khi nim v vai tr ca khuyn mi 1.1.1 Khi nim khuyn mi Khuyn mi l nhng kch thch ngn hn khuyn khch ngi ta mua hay bn mt sn phm hoc mt dch v. 1.1.2 Vai tr ca khuyn mi Thu ht c nhng ngi s dng mi v khuyn khch s dng li sn phm Khuyn khch mua nhiu v mua thng xuyn hn Gii thiu sn phm mi hoc ci tin hay cch s dng sn phm Chng li cc hot ng cnh tranh 1.2 Nhng quyt nh ch yu v khuyn mi 1.2.1 Xc lp cc mc tiu khuyn mi Mc tiu khuyn mi rt a dng. Nhng mc tiu khuyn mi c thit lp t nhng mc tiu truyn thng ch yu, m chng vn c xy dng cn c vo nhng mc tiu marketing ch yu c trin khai cho mi sn phm. Nhng mc tiu ring bit ca khuyn mi s thay i tu theo loi th trng mc tiu chn SVTH: Nhm HKM Trang 1

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Vi ngi tiu dng: Mc tiu l thc y h tiu dng mua nhiu hn, khuyn khch dng th, thu ht khch hng mi. Cn vi cc trung gian marketing: dn d h bn nhng mt hng mi, tn kho nhiu hn, c gng tm kim nhng khch tiu th mi, kch thch bn hng trong ma vng khch. 1.2.2 La chn cng c khuyn mi 1.2.2.1 Hng mu Khi nim: Hng mu l nhng phin bn nh hn ca sn phm thc t, cha mt lng va ngi tiu dng c th nh gi c cc tnh cht ca sn phm. Hng mu rt hiu qu trong vic kch thch ngi tiu dng dng th sn phm mi hay sn phm ci tin. Nhc im: chi ph cao, ch yu l do chi ph ng gi v phn phi cao, cha k n gi tr ca bn thn sn phm trong hng mu. Vn dng: Dng c bit hiu qu trong nhng tnh hung sau: + Tnh cht u vit hn hn ca sn phm so vi sn phm cnh tranh c th c chng minh d dng. + Sn phm c s dng v mua thng xuyn. + Sn phm c t l li cao trong khi gi bn l tng i thp. + u im chnh v cc thuc tnh ch yu ca sn phm th c bit kh truyn t thng qua cc phng tin qung co. + Ngn sch chiu th qung co phi hp cho chng trnh biu khng hng mu Phn phi hng mu bng cc phng php ph bin: bu phm, pht tn nh, pht ti im bn, v c th l kt hp vi trng by v chng minh sn phm trong cc ca hng. 1.2.2.2 Phiu mua hng Khi nim: Phiu mua hng l phiu xc nhn c phn phi bi nh sn xut hay ngi cung cp v c hon li ti im bn l cho nh sn xut hay phn phi, to cho ngi tiu dng mt c hi mua hng vi gi u i mt loi sn phm no . Phiu mua hng rt c ch trong vic gii thiu sn phm mi cng nh hp dn nhng khch hng mi l khuyn khch vic lp li hnh ng mua i vi sn phm mua. Cc phng php phn pht phiu mua hng: + Phiu c in ngay trn mt phn ca trang qung co ca t tp ch. + Phiu c in trn mt tm card dy v c chn vo ba ca t tp ch. + Phiu in ri dn vo t tp ch hay ph trng c th g ra mt cch d dng. 1.2.2.3 Qu tng Khi nim: qu tng l nhng mn hng c biu khng hay bn vi gi u i cho ngi mua hng khuyn khuyn h mua mt loi sn phm no . Cc hnh thc qu tng:

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+ Qu tng trc tip: qu kp vo gi hng, qu trong gi hng, qu gn gi hng, qu tng l vt cha hng. + Qu tng ngi nhn phi tr mt phn: qu tng theo th yu cu, qu tng theo phiu thc hin lin tc. + Qu thng ti ch: ngi bn s tng thc tip cho khch hng vo thi im sn phm c mua. 1.2.2.4 Thi c thng v x s Mang li cho ngi tiu th c hi ginh c th g , hay hng ha, nh vo may mn hay nh vo s n lc. Cuc thi i hi ngi tiu th phi gii trnh mt mc, mt bi ht, li gii on, gi c phn quyt qua mt hi ng c nhim v tuyn chn nhng mc hay nht. Mt cuc thi rt thm trng thng ngi tiu dng phi ng k tn tui c d bc thm. u im: Lin kt trc tip vi mt sn phm hay mt v th c th c th nhm vo mt nhm khch hng nht nh, gip t c nhiu v tr trng by tt ti cc ca hng, tng them cc hnh thc khuyn mi, nng cao hnh nh nhn hiu, to lp s lng khch hng n mua sm ti cc ca hng bn l. Nhc im: t c tc dng kch thch ngi tiu dng dng th sn phm tr khi c qung co rt mnh. Nhng ngi trung gian th thng kh min cng trong vic cho mn cc phng tin h tr ch trng by cc sn phm trong cc cuc thi hay x s. 1.2.2.5 Cc hnh thc u i ngi tiu dng Gim gi trc tip: loi i ny c bit hiu qu trong vic kch thch mua hng trong giai on tri ma. Thng thm hng: u i bng cch thng thm hng to c hi cho ngi tiu dng mua c mt lng sn phm nhiu hn m vn vi gi bnh thng. Hon tin mt phn: theo hnh thc ny th ngi tiu dng s c tr li mt s tin mt khi a ra cc bng chng v vic mua sn phm. u i phi hp: y l hnh thc kt hp mt loi u i ngi tiu dng ny vi mt hnh thc khuyn khch ngi tiu dng khc. 1.2.3 Xy dng chng trnh khuyn mi 1.2.3.1 Quy m kch thch Phi t mt mc ti thiu no c th trin khai chng trnh thnh cng. Kch thch cng nhiu th kt qu doanh s cng tng nhng vi tc gim dn. 1.2.3.2 iu kin tham gia Nhng cuc kch thch c th dnh cho mi ngi hoc nhng nhm tuyn chn no . Mt mn qu tng s ch dnh cho nhng ai trnh c ci np hp. Mt cuc nh c s khng dnh cho mt s tiu bang no , hoc khng cho gia nh ca ngi trong cng ty tham gia, hoc khng cho nhng ngi di mt tui no tham d. 1.2.3.3 Phng tin phn pht SVTH: Nhm HKM Trang 3

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Hnh thc ph bin chng trnh khuyn mi cng cn c la chn thch hp. Nhng phiu thng tr bt mt khong cc ph nh c th c phn phi ti ca hng, qua bu in, gi trong mn hng hay qua phng tin qung co. Mi hnh thc ph bin chng trnh khuyn mi s i hi nhng khon chi ph khc nhau v tc dng em li cng khc nhau. 1.2.3.4 Thi hn khuyn mi Nu thi hn qu ngn, nhiu khch hng tng lai s khng kp tham gia. V c th lc h cha cn phi mua sm hay mua li mt hng y. Nu thi hn qu di, th chng trnh s mt dn tnh thc y lm ngay. 1.2.3.5 Thi im khuyn mi Cng s chi phi n hot ng ca cc b phn sn xut, bn hng v phn phi. Mt s chng trnh ngoi k hoch c th cng cn c v i hi s hp tc ln nhau trong thi hn ngn. 1.2.4 Quyt nh v ngn sch khuyn mi Tng kinh ph cho chng trnh khuyn mi c th tnh bng 2 cch. Nhng ngi lm marketing c th chn nhng hot ng y mnh tiu th v nh gi tng chi ph ca n. Cch thng thng hn l trch mt t l phn trm quy nh t tng kinh ph chi cho hot ng khuyn mi. Th nghim trc cc cng c khuyn mi l cn thit xc nh mc ph hp v quy m cn khuyn mi. Phn II: Thc Trng chnh Sch Khuyn Mi ca Viettel. 1.1 Gii Thiu V Cng Ty: 1.1.1 Qu trnh hnh thnh v pht trin Tr s giao dch: S 1, Giang Vn Minh, Kim M, Ba nh, H Ni. in thoi: 04. 62556789 Fax: 04. 62996789 Email: gopy@viettel.com.vn Website: www.viettel.com.vn Tn c quan sng lp: B Quc phng Quyt nh s 43/2005/Q-TTg ngy 02/03/2005 ca Th tng Chnh Ph ph duyt n thnh lp Tng cng ty Vin thng Qun i v Quyt nh s 45/2005/Q-BQP ngy 06/04/2005 ca B Quc Phng v vic thnh lp Tng cng ty Vin thng Qun i. * Hot ng kinh doanh: - Cung cp dch v Vin thng; - Truyn dn; - Bu chnh; - Phn phi thit b u cui; - u t ti chnh; - Truyn thng; - u t Bt ng sn;

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* Chng ng pht trin ca cng ty Cng ty in t thit b thng tin, tin thn ca Tng Cng ty Vin thng Nm 1989 Qun i (Viettel) c thnh lp. i tn thnh Cng ty in t Vin thng Qun i (tn giao dch l Nm 1995 Viettel), Viettel c giy php cung cp th nghim dch v in thoi ng di Nm 2000 178 Viettel t chc lp t tng i a dch v in thoi c nh vo Nm 2003 hot ng kinh doanh trn th trng Khai trng dch v in thoi di ng vo ngy 15/10/2004 vi thng Nm 2004 hiu 098. Th tng Phan Vn Khi k quyt nh thnh lp Tng Cng ty Vin thng qun i ngy 02/3/2005 Nm 2005

Nm 2008

Doanh thu 2 t USD. Nm trong 100 thng hiu vin thng ln nht th gii L doanh nghip trong danh sch 10 doanh nghip ln nht Vit Nam v l nh cung cp dch v vin thng duy nht Vit Nam c nhn gii Nh cung cp dch v ca nm khu vc chu - Thi Bnh Dng

Nm 2009

1.1.2 Chc nng, nhim v: 1.1.2.1 Chc nng: Chc nng ch yu ca cng ty l chuyn cung cp cc mt hng in t v hot ng sn xut dch v vin thng trong v ngoi nc. Xy dng cc k hoch kinh doanh ph hp vi thc t th trng,nm bt kp thi s bin ng ca th trng, t chc tt hot ng qung co, khuyn minhm thu ht khch hng. X l v s dng c hiu qu ngun lc ca cng ty. 1.1.2.2 Nhim v: Kt hp cht ch kinh t vi quc phng u t vo c s h tng Kinh doanh nh hng khch hng Pht trin nhanh, lin tc n nh Thc hin hch ton kinh t hot ng kinh doanh nhm s dng hp l lao ng, ti sn, tin vn, thc hin y ngha v vi nh nc, bo ton v pht trin vn. Qun l v chu trch nhim v t chc cn b,lao ng, tin lng, bo h lao ng.

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Giai on t nm 1995 n 2000. Hot ng cng ty ch yu l bo m nhim v qun s. Ni bt ln l cc hot ng: kho st thit k, xy lp ng trc cp quang Bc Nam vi cng ngh SDH cng hn 20 trm thng tin. Tip theo l vic kho st thit k v xy lp ct ngten viba qun s. Giai on hai t nm 2000 n nay: Cc lnh vc dch v k thut in t, kho st thit k v xy lp thit k cc cng trnh thng tin, xut nhp khu my mc thit b thng tin. 1.1.3 Sn Phm Dch V Vin Thng Ca Viettel. - V in t Pay-lus - D-Com 3G - in thoi SumoSim - USB 3G - Laptop Acer - in thoi bn Home Phone - Cc gi cc: hi school, student sim, tomato, Economy, Happy zone, Ciao - Lp t CDSL - Cung cp dch v mng Internet.. - Dch v kho st, thit k cc cng trnh thng tin. - Dch v xy lp, sa cha, bo hnh cc h thng thng tin. - Dch v xut nhp khu cc thit b in t thng tin. - Dch v in thoi ng di trong nc v quc t - Dch v truy nhp Internet v kt ni Internet quc t. - Dch v cho thu knh truyn dn ni ht, ng di trong nc v quc t. - Cc dch v nh Imuzik, Ishare, Daily express, Mobile Internet, MobiTV, 3G - Dch v bu chnh. 1.1.4 Th trng mc tiu. Th trng trong nc: c mt ti 64 tnh thnh trn c nc. Th trng nc ngoi: Hin nay Viettel dang cung cp dch v n Lo, Campuchia v tng lai s cung cp dch v n 20 n 30 quc gia khc trn th gii. Viettel chnh thc tr thnh mt Hub v vin thng cho cc kt ni t quc t vo khu vc ng Dng. Lc Viettel s c mt th trng khong 1 t ngi, khi Vit Nam s tng ng vi Trung Quc. Khi xut khu mnh v VT- CNTT th Vit Nam s tr thnh mt cng quc v VT - CNTT nh mc tiu m Chnh ph ang t ra. Khch hng mc tiu: Khch hng mc tiu ca Viettel l nhng ngi c thu nhp cao, trung bnh, thp v i tng hc sinh, sinh vin. - i vi nhng ngi c thu nhp cao: Viettel cung cp cc sn phm dch v 3G, I phone v cc gi cc Economy, Ciao, cc sim s p. Tm l ca nhng ngi c thu nhp cao th h mun s hu nhng sn phm dch v tt nht, hin i nht v a chc nng, dng sim s p th hin s khc bit hay ng cp. V d nh sn phm 3G c y chc nng nh; Lt web. Chi game hin i, xem TV, mail, chat

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- i vi nhng ngi c mc thu nhp trung bnh v thp: Viettel nm bt c tm l ca h nn cho ra i cc gi cc vi gi r nh: + Gi cha v con: Hiu c bn khon y, gi Cha v con ra i gip gii bi ton kh cho cc bc lm cha lm m: Con vn dng c di ng, nhng tin s dng cho di ng li ph thuc vo ngi cha, cho bao nhiu th dng by nhiu + Gi Happy Zone: Bnh thng, ngi s dng di ng s tr 1.500/ pht khi gi i. Tuy nhin, c mt b phn dn c (c bit khu vc min Ty) cng mun i du lch hoc lm n nhng hu nh h ch di chuyn trong phm vi tnh mnh sinh sng. Trong khi , gi cc di ng nh hin nay nu dnh cho h khng ph hp, h - nhng ngi di chuyn trong mt phm vi hp phi tr tin bng nhng ngi giu nhng ngi hay i du lch. + Gi Tomato: gp phn pht trin thng hiu cng ty v mt im quan trng na l n s gip doanh nghip a vin thng n c nhng ngi nng dn ngho nht - tnh i chng v phc li - khi h c th hu nh khng mt ng tin cc no m vn c th s dng. + Gi Sumo Sim: Viettel lun tun theo tn ch: x hi ha di ng, lm sao ngi ngho cng c c hi dng di ng h c c hi bt ngho. Thc t cho thy rng: Ro cn ln nht hn ch ngi dn c thu nhp thp s dng dch v di ng chnh l gi my in thoi cn rt cao. Hin nay, chi ph thp nht h c c my in thoi l khong 600.000 ng. Hiu c mong mun kht khao ca nhng ngi dn y, gi SumoSim ra i. Vi chnh sch bn b trn gi SumoSim, Viettel gip mt lng ln ngi dn tha mn c m ca mnh l c c 1 my di ng hon ton min ph. Ngi ta c th nhn thy y l n lc ca Viettel trong cng tc ph cp ho dch v di ng, mang li c hi dng dch v di ng cho tt c mi ngi dn Vit Nam, k c nhng ngi c thu nhp thp nht. + C nh Homephone: Hn na, tm l ngi Vit thng mun ch phi tr trn gi khi s dng mt sn phm hay dch v, ch khng mun b m nh mt khon n phi tr c i (tin thu bao in thoi hng thng). V th, gi Homephone khng cc thu bao ra i: ch cn ng trn gi 500.000, ngi s dng khng cn phi quan tm chi tr khon thu bao hng thng na. - i vi i tng l hc sinh, sinh vin: L nhng ngi cha c thu nhp, nm bt c iu ny Viettel cho ra gi cc Hi school, Student, D-Com sinh vin. Cng ty t chc cc t lm sim min ph cho nhng i tng ny, cng ty c cc chng trnh khuyn mi di hn: Hng thng tng 25.000 ng vo ti khon khuyn mi, sim c ng k GPRS sn v 30.720 KB lu lng min ph. Ngoi ra gi cc gi v nhn tin rt u i: 1 pht gi ni mng 1.200 ng v ch vi 100 ng cho 1 tin nhn ni mng, 250 ng cho tin nhn ngoi mng. Nhm to iu iu kin cho hc sinh sinh vin c thm tin trong ti khon lin lc vi ngi thn v trao i hc tp vi bn bCi t GPRS v KB min ph gip h phc v cho vic tm kim ti liu hc tp.

1.1.5 S c cu t chc ca cng ty

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Hi ng Qun Tr

Ban Kim Sot Phng Chm Sc Khch Hng

Ban Qun L D n

P. Gi Cc Tip Th

P. Thanh Ton Cc Ph P. Qun L u T Xy Dng P. K Ton Thng K Ti chnh

P. K hoch V Bn Hng

P. Cng Ngh Thng Tin P. K thut iu Hnh Khai Thc

P. Xut Nhp Khu

P. T Chc Hnh Chnh

P. Thm Tra Quyt Ton P. Cng Ngh V Pht Trin Mng

P. Xt Thu

Trung Tm TTD KV I

Trung Tm TTD KV II

Trung Tm TTD KV III

Trung Tm TTD KV IV

Trung Tm TTD KV V

Trung Tm DVGT GT

X Nghip Thit K

TT Tnh Cc, Thanh Ton Trang 8

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1.2 Thc trng hot ng khuyn mi ca cng ty: 1.2.1 Cc hot ng khuyn mi trong thi gian qua. 1.2.1.1 Viettel ra gi cc Dcom 3G dnh cho sinh vin. Gi cc D-com 3G dnh cho sinh vin: (p dng t ngy 1/06/2010). i tng: Khch hng l sinh vin, c th sinh vin cn hiu lc. Tnh nng: Gi cc D-com Sinh vin c y tnh nng ca gi cc Laptop Easy v c thm u i sau: - Min ph ha mng. - Nhn i ngy s dng cho mi ln np th so vi ngy s dng ca thu bao Laptop Easy. - Cng 500MB/thng k t thng kch hot trong sut thi gian sinh vin. Quy nh ca gi cc: - 01 Khch hng ch c ng k ha mng gi cc D-com sinh vin 01 ln. - Gi cc D-com sinh vin hon ton c lp vi cc gi cc u i dnh cho sinh vin khc trn h thng. Khch hng ha mng cc gi cc u i dnh cho sinh vin khc c php ha mng gi cc D-com sinh vin. - Quy nh v chuyn i: Thu bao cc gi cc D-com 3G khc khng c php chuyn i sang gi cc D-com sinh vin. Thu bao gi D-com sinh vin ch c php chuyn i sang cc gi cc Laptop tr sau khc ti ca hng, tuy nhin khng c bo lu khuyn mi dnh ring cho gi cc D-com sinh vin. Ph chuyn i: 0 /ln chuyn i. Th tc ha mng: - Yu cu i vi khch hng l sinh vin (chnh ch): n trc tip cc ca hng ca Viettel trn ton quc ly KIT D-com sinh vin (Mi sinh vin ch c 1 KIT mi). Khi n ca hng, sinh vin cn c cc giy t sau: Th sinh vin v CMND (hoc h chiu), yu cu phi c bn photo v bn gc i chiu. Lu : - Thu bao D-com sinh vin c cng 500MB khuyn mi k t thng kch hot. Thi gian cng khuyn mi vo ngy 5 hng thng. Lu lng khng s dng khng c bo lu sang thng tip theo. iu kin hng khuyn mi l thu bao hot ng 2 chiu ti thi im cng khuyn mi. - Sau khi ht thi gian hng khuyn mi, h thng chuyn i thu bao D-com sinh vin v gi cc Laptop Easy v tnh cc theo quy nh hin hnh.

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- Ch p dng u l (KIT D-com sinh vin), khng thc hin u l trn h thng vi gi cc D-com sinh vin. - Thu bao D-com sinh vin c hng cc chng trnh khuyn mi dnh cho thu bao tr trc ang hot ng (nu c).. 1.2.1.2 Gim cc gi ni mng. Cc cuc gi min ph bao gm gi t thu bao di ng Viettel n cc thu bao di ng Viettel, thu bao c nh khng dy - Homephone v thu bao c nh c dy ca Viettel trn ton quc. T ngy 1/5 n ht ngy 31/5/2009 Viettel thc hin chng trnh khuyn mi sc cha tng c dnh cho cc thu bao di ng tr trc, tr sau ho mng mi. Theo , khch hng ho mng mi cc gi cc tr sau s c min ph ho mng (tr gi 119.000) hoc ph chuyn i t thu bao tr trc sang tr sau (tr gi 50.000) v tham gia chng trnh gi min ph ni mng trong 12 thng lin tip ch vi mc ph 1.000/ngy (khch hng ng thm 30.000/thng ngoi cc thu bao thng). Cc cuc gi min ph bao gm gi t thu bao di ng Viettel n cc thu bao di ng Viettel, thu bao c nh khng dy - Homephone v thu bao c nh c dy ca Viettel trn ton quc. Thi lng ti a cuc gi min ph l 10 pht/cuc. Cuc gi ko di trn 10 pht ch c hng khuyn mi ti a 10 pht.Viettel cng tng cc thu bao tr sau hot ng trn 1 nm (Thu bao ho mng trc ngy 1/5/2009 v hot ng t nht 1 chiu trong ngy 30/4/2010) s tin 50.000 ng tin cc gi trong nc trong thng 5/2010. Khch hng ho mng mi cc gi cc tr trc trong khong thi gian trn s c cng ngay tin vo ti khon v ngy s dng tu thuc vo mnh gi b KIT. c bit, khch hng ho mng mi gi cc Tomato, Economy, Happy Zone hoc Ciao trong thi gian khuyn mi cn c c hi nhn thm 360.000 vo ti khon cng hng thng (trong vng 12 thng, mi thng cng 30.000) nu tng gi tr th np ca khch hng trong cc thng trc t 50.000 tr ln. Nh vy, vi cc b KIT Happy Zone, Economy, Tomato v Ciao mnh gi 65.000, khch hng c th nhn s tin ln ti 520.000. Ngoi ra, khi ho mng mi khch hng cn c tng 50% gi tr cho 10 th np u tin np trc ngy 1/8/2010. 1.2.1.3 Khuyn mi lp t ADSL, TC Viettel. T ngy 01/8 30/9/2010, Cng ty Vin thng Viettel trin khai chng trnh khuyn mi c bit dnh cho khch hng ng k mi dch v ADSL v in thoi c nh (TC) ca Viettel trn phm vi ton quc. Chi tit chng trnh nh sau: DNH CHO KHCH HNG TI H NI Dch v Dch v SVTH: Nhm HKM C ch C ch Trang 10

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ADSL

Khch hng mn Khch hng khng Modem mn Modem * Nu KH s dng lu lng c * Nu KH s dng lu lng tng tng 25.000 x 30 thng. 25.000 x 24 thng. * Nu KH s dng trn gi tng * Nu KH s dng trn gi c tng:65.000 x 30 thng. 65.000 x 24 thng. Ph lp t ch 200,000 - Ph lp t ch 200.000

TC

Khch hng mn in thoi Khch hng khng - Tng cc s dng: 20.000 x 18 thng. mn in thoi - Ph lp t ch 100.000 - Tng cc s dng: 20.000 x 24 thng. - Ph lp t ch 100.000

DNH CHO KHCH HNG TI TP. H CH MINH Dch v C ch Khch hng mn Khch hng khng mn Modem Modem * Nu KH s dng lu lng tng * Nu KH s dng lu lng c tng 30.000 x 30 thng. 30.000x 24 thng. * Nu KH s dng trn gi tng 65.000 * Nu KH s dng trn gi c tng:x 30 thng. 65.000 x 24 thng. Ph lp t ch 150,000. - Ph lp t ch 150.000.

ADSL

TC

Khch hng mn in thoi Khch hng khng mn in thoi - Tng cc s dng: 20.000 x 18- Tng cc s dng: thng. 20.000 x 24 thng. - Ph lp t ch 100.000. - Ph lp t ch 100.000.

DNH CHO KHCH HNG CC TNH CN LI: Dch v C ch Trang 11

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Ths L Th Nguyt Khch hng khng mn Modem * Nu KH s dng lu lng tng 20.000 x 30 thng. * Nu KH s dng trn gi tng 65.000 x 30 thng.

Khch hng mn Modem * Nu KH s dng lu lng c ADSL tng

TC

20.000 x 24 thng. Ph lp t ch 100,000. * Nu KH s dng trn gi c tng: 65.000 x 24 thng. - Ph lp t ch 100.000. Khch hng mn in thoi Khch hng khng mn in thoi - Tng cc s dng: 20.000 x 18- Tng cc s dng: 20.000 x 24 thng. thng. - Ph lp t ch 100,000. - Ph lp t ch 100,000.

- Cc mc gi trong chng trnh bao gm 10% VAT. - Thi gian ng k: t 1/8 n ht 30/9/2010. Lu - Khch hng c MIN PH lp t nu thuc nhm i tng c bit, bao gm: C quan, t chc/ doanh nghip lp t mi, hoc ng k s dng thm t 3 line dch v tr ln ti cng 1 a gii hnh chnh ca tnh/ thnh ph. Khch hng thuc ta nh Viettel u t h tng, khch hng ti nhng ni c h tng c bit (*). Nhng khch hng ang s dng 1 trong 2 dch v ADSL hoc in thoi c nh ca Viettel, v thuc i tng c min ph lp t (*) -Khch hng lp t ADSL v in thoi c nh ng thi c tng 01 B tch thoi tr gi 30.000. - (*) Khch hng lin h c t vn chi tit c ch khuyn mi c hng. - bit thng tin chi tit, xin lin h: Cc ca hng giao dch ca Viettel - Gi ti s in thoi: 04.62555.888 (Ti H Ni); 08.62555.888 (Ti TPHCM); 6250.178 (Cc tnh cn li). 1.2.1.4 Viettel khuyn mi cho n tn sinh vin. T ngy 20/08 n ngy 20/10/2010 Viettel t chc chng trnh Cho n Tn sinh vin ti 79 im trng i hc trn 64/64 tnh thnh. Ti mi im, cc hot ng s din ra trong vng ba ngy v cc bn tn sinh vin c mua cc sn phm dch v vin thng nh in thoi 2G 3G, sim, v thit b truy cp internet khng dy D-com 3G, my tnh xch tay. vi mc gi c bit thp hn t 10% n 25% so vi mc gi nim yt ti h thng ca hng v siu SVTH: Nhm HKM Trang 12

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th Viettel. Khi tham gia cc hot ng vui chi c thng hoc giao lu gp g, cc bn s c ha mnh vo khng kh gn gi, m p v no nhit ngay ngy u n ging ng i hc. D kin Cho n tn sinh vin s phc v t nht trn 200.000 lt sinh vin. Tham gia chng trnh, cc bn tn sinh vin s c t vn v tnh nng v ng dng ca cc sn phm vin thng trong ging ng i hc cng nh trong i sng hng ngy. Vi h thng my tnh kt ni internet v in thoi 3G, cc bn tr s c t tri nghim v khm ph cc dch v nh Imuzik, Pixshare, Daily express, Mobile Internet, MobiTV Khu vui chi hnh ng vi Golf mini Bng r, Gi vng mua sm, hay Ai nhn tin nhanh nht. cng hng trm phn qu hp dn ha hn mang ti khng kh trn ngp ting ci cho ngi tham gia. B ha mng trn gi Sumo Sim v D-com 3G l mt trong nhng sn phm ni bt nht c gii thiu trong dp ny. Vi mc u i ln hn c chi ph mua my, Sumosim gm my v sim c gi ch 300.000 nhng ti khon ln ti 350.000. i vi D-com 3G cc bn tn sinh vin s c gim gi 10%, v c tng b Kit D-com sinh vin cng chnh sch min ph 500MB lu lng data mi thng trong sut qung i sinh vin. Cc bn tn sinh vin cng c th ng k Student sim hng chnh sch cng 25.000 vo ti khon khuyn mi hng thng. Bn cnh , i vi khch hng mua dng my tnh xch tay Acer AS4741 s c tng qu tr gi hn 2 triu ng. Thng qua nhng u i ny, Viettel mong mun c san s mt phn gnh nng chi ph ngy tu trng vi cc bc ph huynh ca cc bn tn sinh vin. Hin ti, vi vic cung cp cc dch v nh gi cc Hi school, student, ciao, DCom sinh vin Viettel ang phc v trn 90% tng s 2,3 triu sinh vin ti tt c cc bc hc gm: Trung hc chuyn nghip, cao ng v i hc. Nh vy, Viettel c nhng quyt nh ch yu v khuyn mi nh sau: * Mc tiu khuyn mi: + tng doanh s v xy dng th phn v lu di. + Thu ht khch hng mi l nhng tn sinh vin ang c nhu cu dng in thoi vi gi cc r + To ra s khc bit trc nhng i th cnh tranh cng ngnh vi vic Viettel cung cp cc dch v nh gi cc Hi school, student, ciao, Dcom sinh vin + Cng c, duy tr lng trung thnh ca khch hng th hin mc tiu: thng qua nhng u i ny, Viettel mong mun c san s mt phn gnh nng chi ph ngy tu trng vi cc bc ph huynh ca cc bn tn sinh vin. * La chn cng c khuyn mi:Cng c chnh m Viettel s dng + Gim gi thp hn t 10% n 25% so vi mc gi nim yt ti h thng ca hng v siu th viettel. SVTH: Nhm HKM Trang 13

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+ Cc cuc thi rt thm trng thng v tr chi: khi tham gia cc hot ng vui chi c thng hoc giao lu gp g cc bn s c ho mnh vo khng kh gn gi, m p v no nhit ngay ngy u n ging ng i hc * Quy m kch thch: Viettel t chc chng trnh cho n tn sinh vin ti 79 im trng i hc trn 64 tnh thnh. D kin cho n tn sinh vin s phc v t nht trn 200.000 lt sinh vin. * iu kin tham gia: Tn sinh vin. Viettel ang phc v trn 90% tng s 2,3 triu sinh vin ti tt c cc bc hc gm: Trung hc chuyn nghip, cao ng v i hc. * Thi hn khuyn mi: T ngy 20/8 n ht ngy 20/10/2010. y l khong thi gian nhn c kt qu thi tuyn ca tt c cc trng cao ng, i hc trn c nc * Thi im khuyn mi: ma tu trng v i tng m chng trnh khuyn mi hng n l cc tn sinh vin. * T chc thc hin, kim tra v nh gi kt qu khuyn mi:Viettel s dng phng php nghin cu d liu v khch hng l tn sinh vin ang c nhu cu cao v s dng in thoi p ng vi chng trnh khuyn mi m viettel ang t chc thc hin v kt qu l mun thu ht thm mt lng khch hng tim nng. T chc lm sim min ph cho i tng l Sinh vin. Hng thng c cng vo ti khon thng 20.000 ng, ci t GPRS min ph v 30.720 KB lu lng min ph. 1.2.1.5 Khuyn mi 100% gi tr th np v 50% gi tr th np hng thng. Tng 100% gi tr th np trong 3 ngy t 15 n 17/9/2010 * Mc tiu khuyn mi: +Lm sng li nhng thu bao cht nh l nhng thu bao di ng tr trc b kho hai chiu hoc mt chiu do ht hn s dng. + Gia tng doanh s bn hay gp phn xy dng th phn v lu di. + Cnh tranh trc nhng chng trnh khuyn mi ca i th nh:mobifone, Vinafone + Duy tr lng trung thnh ca khch hng ang dng gi cc Viettel. * Cng c khuyn mi: qu tng nhn i l tng gi tr th np 100%. * Quy m kch thch: tt c khch hng ang s dng mng Viettel trn ton quc. * Thi hn khuyn mi: T 0h ngy 15/09 n ht 24h ngy 17/09/2010. Nh vy Viettel a ra thi hn khuyn mi trong vng 3 ngy v nu thi hn qu di, th chng trnh s mt dn tnh thc y lm ngay. * iu kin tham gia: Cng ty Vin thng Viettel tng 100% gi tr th np cho cc thu bao di ng tr trc b kha 2 chiu ang trong thi gian gi s trn h thng; thu bao b kha 1 chiu do ht hn s dng hoc Thu bao c s d ti khon gc 1 < 30.000 ng ti thi im np th. Ton b thu bao D-com tr trc thc hin np th trong 3 ngy khuyn mi nu trn cng c hng chng trnh khuyn mi ny.

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Chng trnh p dng i vi tt c cc loi th co, khng phn bit mnh gi v hnh thc np th trong thi gian khuyn mi. Ton b gi tr tng thm c cng vo ti khon khuyn mi ca khch hng. i vi gi cc c ngy s dng (Economy, Happy Zone): Viettel khng tng thm ngy s dng cho phn ti khon tng thm. Khch hng ch c cng ngy s dng tng ng vi mnh gi th np. Lu : - i vi thu bao D-com: Khng gii hn s lng th np v hnh thc np th - i vi thu bao di ng ang hot ng c s d ti khon gc 1 <30.000 ng khng gii hn s ln np th cho n khi ti khon gc 1 ln hn hoc bng 30.000 ng th khng c khuyn mi. V d: - Thu bao A c s d Ti khon gc (gc 1) trong ngy 15/09 l 10.000 ng, thc hin np th 20.000 ng th tin trong ti khon gc 1 l 30.000 ng (10.000 c v 20.000 gi tr th np) v ti khon khuyn mi l 20.000. Nh vy, nu thc hin np tip th na th khng c khuyn mi do ti khon gc 1 bng 30.000 ng ti thi im np th. - Tuy nhin, trong thi gian khuyn mi (sau khi c hng khuyn mi th np trc ), nu thu bao A c s d ti khon gc < 30.000 khi thc hin np th vn c hng khuyn mi. - i vi thu bao b chn 1 chiu (hoc kha 2 chiu) thc hin np th v khi phc hot ng, nu s d ti khon gc 1 < 30.000 th thu bao tip tc c tham gia hng khuyn mi th np. - Trng hp thu bao A ang trng thi hot ng 1 chiu np th mnh gi 5.000 (c 01 ngy s dng) trong ngy 15/09, c khuyn mi 100% gi tr th np. n ngy 16/09 thu bao A li b chn 1 chiu do ht ngy s dng, nu thu bao tip tc np th trong thi gian t 1517/9/2010 th vn c hng khuyn mi 100% gi tr th np. - i vi nhng thu bao mi kch hot nu khch hng ang hng chng trnh khuyn mi cho cc th np u tin, th chng trnh khuyn mi ny ch c p dng sau khi thu bao hng ht khuyn mi ca cc th . * Thi im khuyn mi: gia thng mi v Viettel thng t chc cc t khuyn mi vo cui thng v gia thng. Khuyn mi tng 100% gi tr th np trong 3 ngy, t ngy 27/10/2010 n ht ngy ngy 29/10/2010. SVTH: Nhm HKM Trang 15

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Chng trnh khuyn mi ny c p dng cho tt c cc thu bao di ng tr trc ca Viettel. 1.2.2 Ngn sch dnh cho khuyn mi. Viettel xc nh ngn sch dnh cho khuyn mi theo phng php t l % doanh thu. Hng nm cng ty trch khong 30-35% tng doanh thu cho hot ng khuyn mi. Chng hn nh doanh thu nm 2009 t 60,2 nghn t ng th khuyn mi chim 35% tc chim 21,07 ngn t ng. 1.2.3 nh Gi Hot ng Khuyn Mi Ca Cng Ty 1.2.3.1 nh gi kt qu ca hot ng khuyn mi. Vi vic s dng hiu qu cc cng c khuyn mi, Viettel t c mc tiu ra: Kch thch ngi tiu dng dng th v mua sn phm mi ca cng ty, kch thch h nhng sn phm ang bn, gi chn khch hng hin ti v thu ht c nhiu khch hng tim nng. Nh vo hot ng khuyn mi cng ty khng nhng bo v th phn hin ti m cn m rng th phn hn na. Hot ng khuyn mi ca cng ty phi hp v lm tng hiu qu ca qung co v cc hot ng Marketing khc. Gp phn t c nhng mc tiu chung ca cng ty. 1.2.3.2 Hiu qu ca hot ng khuyn mi: Nm 2009, trong bi cnh nn kinh t th gii vn cn b nh hng bi khng hong ti chnh v suy thoi, Viettel tip tc duy tr tng trng cao, t mc 81% (tng trng ton ngnh gn 61%). Doanh thu t 60,2 nghn t ng (chim 42% doanh thu ca ngnh). Vi kt qu trn, Viettel l doanh nghip c mc tng trng cao nht trong cc trong doanh nghip vin thng v ng th 4 v doanh thu trong cc tp on nh nc trong nm qua. Nm 2009, Viettel cng np ngn sch Nh nc gn 7 nghn t ng ng gp cho ngn sch quc phng 160 t ng v li nhun t trn 10 nghn t ng. Bnh qun mi ngy mi CBCNV Viettel to ra 9 triu ng doanh thu v ng gp vo ngn sch nh nc hn 1 triu ng, tng ng vi nng sut lao ng 3,3 t ng/ngi/nm. ng th nht v h tng ng Dng Tnh n ht nm 2009, ly k thu bao ca Viettel t 47,7 triu thu bao hot ng 2 chiu, chim 43%. Viettel xy dng h tng mng li vin thng ln nht Vit Nam vi 24.000 trm BTS m bo 83% x c trm pht sng ca Viettel; 100.000 km cp quang ph ht 100% huyn trn t lin v 75% x. Ti th trng Campuchia v Lo m Viettel ng thi khai trng trong nm 2009, Viettel l mng vin thng c c s h tng ln nht, doanh thu v thu bao ng th 2 ti Campuchia v Lo. Nh vy, ti th trng 3 nc ng Dng, Viettel l doanh nghip c h tng mng li vin thng ln nht theo ng trit l kinh doanh ca Viettel: Mng li i trc, kinh doanh theo sau 1.2.3.3 Nhn xt chung: a. Nhng mt t c - C th ni rng d Viettel l doanh nghip pht trin sau cc nh mng nh: Vinaphone, Mobiphonenhng trong chng ng pht trin ca mnh, cng ty c nhng bc pht trin SVTH: Nhm HKM Trang 16

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nhy vt, s lng th phn tng ln cp s nhn trong gn 20 nm pht trin trn tt c cc lnh vc kinh doanh ca mnh. Khng ch pht trin th trng trong nc m cn tp trung pht trin th trng nc ngoi. - Viettel l mt trong nhng nh cung cp c nhiu sn phm v nhiu loi hnh dch v nht. Sn phm v dch v rt a dng. Viettel c nhng sn phm th hng ti i tng khch hng theo tui, c sn phm li hng ti i tng theo mc thu nhp - Cht lng dch v ca cng ty ngy cng c nng cao, phc v tt nhu cu lin lc v s dng internet ca khch hng, to c lng tin v pht trin c mt s lng ln khch hng trung thnh ca cng ty trong nhng nm qua. - Mng li Vin thng Viettel ph khp cc tnh thnh v tr thnh nh cung cp dch v vin thng ln nht c nc vi hn 50 triu thu bao v thung hiu ngy cng ln mnh t c thnh tu nh vy l nh vo nhng li th sau: - Cng ty Vin thng l cng ty hot ng trong lnh vc c ng v Nh nc xc nh u tin pht trin, y l mt iu kin thun li cho vic i mi v pht trin ca cng ty. Tng cng ty Viettel cn c li th l doanh nghip nh nc gi vai tr ch o trong lnh vc Bu chnh Vin thng, k tha b dy truyn thng ngnh vi mng li Bu chnh Vin thng rng khp c nc. - Vit Nam c nh gi l mt th trng tim nng, vi tc tng trng kinh t cao, vi dn s ng. y l thun li ln cho cc doanh nghip hot ng trong lnh vc bu chnh vin thng ni chung v cho hot ng ca cng ty Viettel ni ring. - Hot ng ti chnh ca cng ty tng i lnh mnh, minh bch. - C cc chng trnh khuyn mi hp dn. - Ngoi ra, cng ty cn xy dng c vn ha doanh nghip on kt gn b, khc phc kh khn v xut nhng gii php sang to hon thnh nhim v c giao

b.

Hn ch:

*Quy m mng li cha p ng yu cu: : B nghn mng: Th nht: vi chng trnh khuyn mi tng 100% gi tr b ho mng cho cc khch hng tr trc, min 100% ph ho mng cho cc khch hng ho mng mi tr sau, km vic tng 1 cuc gi u tin, ni mng 098 khng gii hn thi gian. Chng trnh khuyn mi thu ht mt lng ln khch hng v tng lu lng cuc gi v nhn tin mnh trong nhng ngy gn y. C th l s cuc gi sau thi im khuyn mi tng 50% so vi thi im trc khuyn mi. Tuy nhin trong khong thi gian t 19h n 21h lu lng cuc gi tng mnh (tng gp 3 ln) xy ra hin tng nghn mch. Th hai: trong khong thi gian 19h n 21h do c hin tng nghn mch nn khch hng kh thc hin cuc gi khong thi gian ny s lng cc khch hng gi min ph vi thi gian ko di hng gi ng h tng t bin, lu lng cuc gi tng tng t bin so vi cc thi im khc trong c gi phi thc hin li cuc gi lm lu lng cng tng cao. Mt khc nhiu khch hng sau khi gi in thoi min ph, cc khch hng s dng dch v tr trc cn tip tc nhn tin tra cc n s 195 xem c b tr tin trong ti khon hay khng. Nhng tin nhn tra cc ny SVTH: Nhm HKM Trang 17

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xy ra ng thi ngy sau thi im gi min ph t 19h n 21h ti (vn b qu ti bi cc cuc gi) cng lm cho lu lng mng tng mnh. Ngoi ra, cc khch hng b nghn li gi in n Tng i 198 (Tng i gii p thc mc ca khch hng) vi s lng qu nhiu nn Tng i ny cng b nghn. Th ba: Cc cuc gi v nhn tin b nghn nhiu nht l khi gi sang cc mng khc c bit l gi ti cc s c nh hay mng Vinaphone. Thc t trong thi gian khuyn mi s cuc gi trong ni mng ca Viettel Mobile chim 25%, trong khi s cuc gi ra mng c nh v di ng khc chim 75%. Vic gi sang cc mng khc b nghn l do lu lng kt ni gia Viettel Mobile v cc mng khc khng c p ng y * Kh nng cnh tranh v cht lng dch v v gi cc cn hn ch: Mt khch hng dng 3G ca Viettel cho bit, anh s dng 3G c 4 thng, 3 thng u cht lng cn tt hn c ADSL. Nhng gn y, vo Web cn kh, ng ni g chi game online. Trong khi 3G ca Mobifone v Vinaphone vn bnh thng. iu ny chng t Viettel cn hn ch v dch v 3G so vi i th cnh tranh. Gi cc ca Viettel cn t so vi cc nh mng: S-fone, Beeline, Vietnamobile. * Khch hng s dng dch v ca cng ty vi cng cha cao. * Cung ng dch v cn nhiu hn ch : Dch v chm sc khch hng : gi ti tng i 19008198 c tnh tin 200 ng/ pht. Trong khi dch v ca Mobifone c min ph khi gii p cc thc mc ca khch hng Dch v nhc ch Imuzik : bi ht c ng k ch c thi hn trong 90 ngy, nu mun tip tc bi ht th phi tn ph bi ht. Dch v GPRS : vo web cn chm, tin nhn MMS ch gi c cho thu bao ni mng. Dch v I-Share : l dch v bn tin, s tin ti a cho 1 ln bn l 30.000 ng, y cng l ci hn ch v nu khch hng mun chia s mt s tin ln hn phi mt nhiu ln bn, tn thi gian v gy phin h cho khch hng. * S mi l trong cch thc khuyn mi cn hn ch nn khng thu ht c nhiu khch hng ca i th cnh tranh. * Mc d cng ty rt n lc trong hot ng Marketing nhng doanh thu vn c nhiu bin ng qua cc thi k. c. Nguyn nhn : - H thng mng li cha c rng ri v kh nng truyn dn trong nhng gi cao im cn hn ch nn cha p ng tt mt lng nhu cu khch hng ln. - Th trng Vin thng c s cnh tranh gay gt ca cc cng ty dch v vin thng khc nh Mobifone, vinaphone, sphone, beeline...c v cht lng dch v v gi c. - Do s khng hong kinh t lm gim nhu cu s dng cc dch v ca cng ty - Do vic i hi ca khch hngv cc dch v khc mi m hn vi mt cht lng dch v tt v gi c phi chng trong khi nng lc cng ty cha p ng c. - Cng ty cha kt hp tt gia cng c khuyn mi vi cc cng c Marketing khc. - Mt s ri ro khc c th xy ra: thin tai, dch bnh lm nh hng n hot ng kinh doanh ca cng ty. SVTH: Nhm HKM Trang 18

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1.3 Chng trnh khuyn mi ca i th cnh tranh 1.3.1 Chng trnh khuyn mi ca Mobifone. T chc lm sim min ph cho i tng l Sinh vin. Hng thng c cng vo ti khon thng 30.000 ng, ci t GPRS min ph v KB lu lng min ph. Hng thng Mobifone cng c cc chng trnh khuyn mi: tng 50% hoc 100% gi tr th np theo cc ngy m mobifone quy nh. Chao mng ai l ky nim 1000 nm Thng Long - Ha Ni, t ngay 15/09/2010 n ht ngay 15/10/2010, MobiFone danh cho khach hang ng ky mi dich vu tra sau chng trinh khuyn mai c bit: Min phi 10 phut u tin goi ni mang trong 1 nm Khng chi c min phi 10 phut u tin goi ni mang, khi hoa mang tra sau khach hang con c hng khuyn mai: - Gim 50% cc ha mng i vi thu bao phat trin mi - Min ph ha mng i vi thu bao chuyn t tra trc sang tra sau va thu bao tra sau khoa 2 chiu khi phuc lai. Chng trinh ap dung cho cac i tng sau: - Thu bao tr sau pht trin mi Khng chi c min phi 10 phut u tin goi ni mang, khi hoa mang tra sau khach hang con c hng khuyn mai: - Gim 50% cc ha mng i vi thu bao phat trin mi - Min ph ha mng i vi thu bao chuyn t tra trc sang tra sau va thu bao tra sau khoa 2 chiu khi phuc lai. * Chng trinh ap dung cho cac i tng sau: - Thu bao tr sau pht trin mi - Thu bao tr sau kha 2 chiu khi phc s dng dch v: Thu bao kha 2 chiu trc ngy 31/08/2010, ang khng hng khuyn mi ha mng mi khc, khi phc s dng dch vu. - Thu bao chuyn t tr trc sang tr sau m bo iu kin:

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+ L thu bao tr trc c thi gian hot ng lin tc khng b kha 02 chiu trong vng 01 nm ( tnh n thi im chuyn sang tra sau) + C tng mc np th trong vng 12 thng gn nht t 1.000.000 tr ln. * iu kin tham gia chng trnh: - Khi tham gia chng trnh khuyn mi ny, ngoi cc thu bao thng, khch hng thanh ton thm ph tham gia chng trinh la 25.000/thang trong 12 thang. - Khch hng tham gia chng trnh ny th s khng c tham gia cc chng trnh khuyn mi khc. * Chng trnh khng p dng cho cc thu bao sau: - Thu bao ang tham gia chng trnh khuyn mi/hoc khuyn khch dnh cho doanh nghip. - Cc thu bao ang tham gia chng trnh khuyn mi gi 10 pht (hoc 5 pht) tnh tin 1 pht. - Cc thu bao ang tham gia chng trnh Khuyn mai tri n khch hng ti thnh ph H Ch Minh; thu bao ang tham gia chng khuyn mi danh cho thu bao tra sau thng 8. - Thu bao nghip v, cng v, thu bao thu, thu bao th dch v, thu bao hng chng trnh Chm sc khch hng ni b. 1.3.2 Bng so snh gia Viettel vi Mobifone Ch tiu Viettel Mobifone Th phn nm gi 42% 35% Khch hng mc tiu Nhng ngi c mc Mc thu nhp: cao, thu nhp: cao, trung trung bnh, hc sinh, bnh, thp, hc sinh sinh vin. sinh vin. Th trng hng Trong v ngoi nc Trong nc n (lo, campuchia) Tn sut khuyn mi Dch v chm sc khch hng Gi cc Trung bnh: mi thng Lin tc: mi thng 3 2 ln n 4 ln. Tt Rt tt Rt a dng: happy zone, tomato, ciao, hi school, D- com sinh vin, homephone, a dng: Mobi 4U, mobi 365, Q-Teen, mobiQ, mobi-forever, gi cc sinh vin Trang 20

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 n Chuyn Mn student, economy, sumosim, cha con, Cht lng dch v Cha tt lm mng, web Hay b nghn mng, nht l trong nhng ngy l, tt, nhng ngy c chng trnh khuyn mi tng gi tr th np. Gi cc R: gi cc Hi school, student, D-Com sinh vin, sumosim, homephone Dch v a dng: Imuzik, cuc gi nh, Ishare, Daily express,Internet, MobiTV, 3G, GPRS... Mc hp dn ca Cc chng trnh cc chng trnh khuyn mi vi nhiu khuyn mi hnh thc: qu tng, gim gituy nhin thi gian ngn, tn sut cn thp nn mc hp dn, thu ht khch hng cha cao.

Ths L Th Nguyt

Tt. t b nghn mng

t (gi r ch vi i tng sinh vin)

a dng: nhc ch, GPRS, chia s ti khon, cuc gi nhm Do thi hn khuyn mi di v tn sut lin tc: tng 100% gi tr th np vi thi hn 4 ngy, tn sut 3 n 4 ln trn mt thng, gi 10 pht nhng ch tnh tin pht u tin nn mc hp dn, thu ht khch hng cao.

( Ngun ti liu tm kim: kho st) Nhn xt v hiu qu hot ng khuyn mi ca Viettel v Mobifone: Viettel hin nay dn u th trng v lng thu bao di ng cng nh th phn chim gi: s lng thu bao viettel ln ti 22 triu thu bao trong khi Mobiphone c 13,5 triu thu bao, Viettel chim trn 42 % th phn di ng ng thi cng chim th phn ln trong cc sn phm dch v khc m cng ty ang kinh doanh, th phn chim gi ng th hai l Mobiphone. Nh vy, tuy Viettel l doanh nghip pht trin sau Vinaphone nhng trong chng ng pht trin ca mnh, s lng th phn ca Viettel tng ln cp s nhn trong gn 20 nm pht trin. t c kt qu l nh nhng n lc rt hiu qu trong hot ng Marketing ni chung v hot ng khuyn mi ni ring. So vi Mobiphone, Viettel s dng chin lc cnh tranh v gi kh hiu qu: Vic iu chnh, gim gi cc gi cc trong nc v quc t rt hp dn cng vi nhiu n lc Marketing mnh m gip cng ty tm kim c hi m rng th trng, thu ht khch hng tim nng. SVTH: Nhm HKM Trang 21

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Tuy nhin, nu xt v cht lng dch v, gi tr cm nhn khc bit mang li cho khch hng th Mobiphone thc hin tt hn Viettel: Cng vi nhng chin lc Marketing hiu qu, hot ng khuyn mi hp dn, mi lMobiphone l i th cnh tranh nng k ca Viettel. Phn III: Gii php hon thin chnh sch khuyn mi cho cng ty 1. Cn c xy dng gii php. 1.1 Mc tiu v nh hng chin lc chung ca cng ty trong thi gian n. * Gi vng th trng hin c, pht trin, m rng sang cc th trng khc. * Gia tng sn lng tiu th, duy tr tt mi quan h vi khch hng c, xy dng hnh nh v to nim tin hn na vi khch hng. * Pht huy mt cch ti a ngun lc con ngi, c s vt cht, ti chnh mt cch c hiu qu nhm nng cao thu nhp thc t cho ngi lao ng. * Ch trng thc hin cc chng trnh, chnh sch hp l nhm to sc cnh tranh v gia tng li nhun. * Trit l kinh doanh ca cng ty: Mi khch hng l mt con ngi mt c th ring bit, cn c tn trng, quan tm v lng nghe, thu hiu v phc v mt cch ring bit. Lin tc i mi, cng vi khch hng sng to ra cc sn phm, dch v ngy cng hon ho. Nn tng cho mt doanh nghip pht trin l x hi. Viettel cam kt ti u t li cho x hi thng qua vic gn kt cc hot ng sn xut kinh doanh vi cc hot ng x hi, hot ng nhn o Chn thnh vi ng nghip, cng nhau gn b, gp sc xy dng mi nh chung Viettel. 1.2 Mc tiu truyn thng: * Gi vng v gia tng th phn hin ti: tip tc pht huy nhng im mnh ca cng ty th trng mc tiu ng thi th sc nhng th trng tim nng, y mnh hot ng xy dng thng hiuviettel thnh mt thng hiu hng u trong lnh vc vin thng, qua to mt v th cnh tranh vng mnh trc s ln mnh c cc i th cnh tranh cng ngnh. * T chc nhiu chng trnh khuyn mi hp dn, khc bit hn na thu ht khch hng s dng trc tip. y mnh hot ng bn hng nhm thu ht khch hng mi. c bit to cm gic khc bit cho khch hng khi s dng sn phm Viettel: gi r nhng cht lng. * N lc tha mn ti a nhu cu ca khch hng bng cch: khng ngng tm hiu nhu cu ngy mt thay i ca khch hng t khng ngng to s a dng, c o v tnh nng, mu m cho sn phm cng nh hon thin dch v chm sc khch hng tt hn. 2. Cc gii php hon thin chnh sch khuyn mi: * Tng quy m kch thch ca cc chng trnh khuyn mi hn na: v d nh i vi i tng khch hng ca Vietel l sinh vin c nhiu chng trnh khuyn mi ch dnh cho gi cc sinh vin, v vy Viettel cn m rng i tng kch thch hn na. * Cc hnh thc khuyn mi cn thay i cng nh s khc bit trong thi gian khuyn mi nhm trnh s lp li, nhm chn. C nhng thi gian c th gi l khonh khc nhng nu hp l th tr thnh v cng c ngha. Chng hn nh: nn c s a dng, phi hp hiu qu gia cc SVTH: Nhm HKM Trang 22

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cng c khuyn mi. C th: nn s dng cc hnh thc qu tng a dng hn vo nhng thi im khc nhau, c th l qu tng trc tip dnh cho khch hng khi mua nhng sn phm vin thng mang gi tr ln, hnh thc ny nn gn km qu tng vo sn phm to sc ht cho khch hng. Qu tng trc tip nn p dng di nhng sn phm c gi tr cao hng ti khch hng mc tiu l nhng ngi c thu nhp cao. Ngoi ra, nn p dng hnh thc qu tng theo nh yu cu nhm i mi hnh thc khuyn mi i vi ngi tiu dng, qua to s khc bit so vi i th cnh tranh. Viettel cn ch trng n cng c thi c thng v x s: nn t chc cc cuc thi c thng v x s vi nhng phn thng tht c gi tr nhm vo mt nhm khch hng mc tiu l th h tr nng ng, qua d to mt sn chi va b ch va sng to dnh ring cho khch hng. * Thi im khuyn mi nh hng rt ln n sc mua sn phm. V vy Viettel cn y mnh, tng cng khuyn mi vo nhng thi im thch hp. V d nh trong cc dp l, tt, nhng ngy k nim truyn thng Viettel nn a ra nhiu chng trnh khuyn mi hp dn hn na, khng ch l tng gi tr th np m cn cc dch v nhc ch hay cuc gi nh thu ht sc mua. * Nn tm hiu tm l ca nhng i tng cha s dng sn phm ca cng ty, t c nhng kch thch ph hp nhm thu ht, li ko h: Viettel nn y mnh hot ng nghin cu thm d nhm nm bt c nhu cu, tm l ca khch hng, t bit c nguyn nhn v sao h khng dng sn phm ca cng ty mnh c th l v gi hay cht lng dch v hay v mt nguyn nhn no khc. Qua , cng ty a ra chin lc hon thin sn phm ph hp hn vi mong mun ca khch hng tim nng. ng thi phi d on bit khch hng ca i th cnh tranh thnh khch hng tim nng ca cng ty thng qua nhng n l m cng ty s thc hin. 3.Cc gii php h tr. 3.1 Hon thin chnh sch sn phm, gi, phn phi, truyn thng. * Thc hin chin lc m rng tp hp sn phm: cho ra i cc dng sn phm mi hin i hn v tnh nng v mu m tha mn hn na nhu cu ngy cng cao ca khch hng, ng thi tng thm s mt hng cho dng sn phm nhm to cho ngi tiu dng s la chn a dng. * Ch trng u t cho vn cht lng sn phm nhm tho mn tt nht mong mun ca khch hng. * Quan tm nhiu hn na n dch v h tr sn phm cho ngi mua: lp t, bo tr, sa cha, t vn * Cn ch trng, sng to, u t hn na v sn phm, dch v cng nh s a dng, c o trong hot ng Marketing nhm to ra gi tr khc bit cho khch hng khi khch hng s dng sn phm ca cng ty . * Ch trng thc hin vic r sot chi ph thc t c k hoch gim chi ph, t c th bn vi gi r cho ngi tiu dng to c li th cnh tranh v gi trn th trng. Ty thuc vo cc mc tiu Marketing tng thi im khc nhau m doanh nghip nn c chnh sch gi linh hot hn. * C chin lc iu chnh gi hp l: gim gi cc gi cc cho thu bao tr trc , thu bao tr sau v in thoi c nh. SVTH: Nhm HKM Trang 23

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* Cng ty cn c nhng chnh sch kch thch thch hp i vi h thng trung gian: thng thm hng, chit khu gim gi, qung co hp tc nhm khuyn khch lc lng bn sn phm cho cng ty. * S dng phi hp cc cng c trong hot ng truyn thng nhm t c mc tiu Marketing. c bit y mnh hot ng qung co, khuyn mi vi nhiu hnh thc thu ht hn. * Cng ty nn ch trng u t, dnh nhiu ngn sch hn cho hot ng khuyn mi. 3.2 Cc gii php khc. - Viettel nn kt hp gia cng c qung co v cng c khuyn mi em li hiu qu cao hn : Hin nay cc chng trnh khuyn mi tng 100% hay 50% gi tr th co, tng i viettel ch nhn tin qua in thoi cho nhng khch hng s dng mng Viettel. Nh vy th i tng tip cn chng trnh khuyn mi cn hn ch, iu ny c th lm cho viettel mt i nhng khch hng tim nng. Nu viettel kt hp gia qung co trn truyn hnh v khuyn mi th i tng tip cn s tng ln, thu ht c khch hng tim nng. - Viettel ch p dng cc chng trnh khuyn mi gim gi cc i vi cc cuc gi ni mng iu ny ch cng c c lng trung thnh ca khch hng hin ti. Nu Viettel c th p dng chnh sch khuyn mi ny i vi c cc thu bao ngoi mng th s kch thch khch hng hin ti v khch hng tim nng. Chng hn nh khch hng ang dng gi cc ca Viettel m khi trong danh b in thoi ca h gi cc ngoi mng li nhiu hn. Nu nh Viettel c khuyn mi gim gi cc dnh cho ngoi mng th s kch thch h mua th co vi mnh gi cao hn, thu ht c khch hng ca i th cnh tranh. - Viettel khng nn a ra cc chng trnh khuyn mi m ch dnh cho nhng thu bao di ng nhn c tin nhn khuyn mi t tng i hoc nhng thu bao c ti khon gc < 30000 ng m phi p dng rng ri chng trnh khuyn mi ny i vi tt c cc thu bao Viettel. Nh vy s kch thch c sc mua ca khch hng v gp phn lm tng doanh s bn v li nhun cho cng ty. - Thi hn ca s dng mt bi nhc ch hin nay l 90 ngy. Thi gian qu ngn, cng ty nn ko di thi hn s dng. C. KT LUN

Cng tc khuyn mi ht sc quan trng trong sn xut kinh doanh ni chung v trong hot ng truyn thng ni ring, n gip doanh nghip t c mc tiu kinh doanh ca mnh. Do , cng ty cn thc hin cng tc khuyn mi vi cc chng trnh c xy dng mt cch tt nht, ph hp vi iu kin ca cng ty hiu qu khuyn mi mang li cao nht trn mt ng chi ph cho qung co b ra. ti hon thnh mt s cng vic sau : - Nu ln c c s l lun v khuyn mi. - Phn tch thc trng khuyn mi ca cng ty, t a ra nhn xt nhng mt t c, hn ch ca cng tc khuyn mi.

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T vic phn tch nhng mt tn ti, ti tm ra nguyn nhn v a ra mt s gii php nhm hon thin chng trnh khuyn mi ca cng ty Viettel ti cn mt s sau : - Qua thi gian lm n, nhm u t thi gian tm hiu nhng vn khng tm c thng tin c th v Ngn sch dnh cho khuyn mi.

Do cha c kinh nghim cng nh kin thc thc t cn hn ch nn kh nng phn tch, tng hp cha c tt mong gio vin xem xt. Nhm em xin chn thnh cm n gio vin hng dn Ths.L Th Nguyt hng dn, ch bo tn tnh nhm em hon thnh n ny.

Nng, Thng 11 Nm 2010

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