cng bi tho lun.

Phn 1 : L lun v giai tng x hi. 1.1 1.1.1 1.1.2 1.1.3 1.2 1.2.1 1.2.2 1.2.3 Giai tng x hi. Khi nim c im Phn loi giai tng x hi c trng ca tng giai tng. Giai tng thng lu Giai tng trung lu Giai tng h lu

Phn 2 :Gii thiu v cng ty , sn phm s dng giai tng phn on th trng.
2.1

2.1.1 2.1.2
2.1.3

Gii thiu v cng ty Coco Chanel Qu trnh hnh thnh v pht trin ca cng ty Lnh vc hot ng v chin lc kinh doanh ca cng ty . Nhng thnh tu t c ca cng ty Coco Chanel . Gii thiu v sn phm nc hoa Chanel No.5 Thi gian v hon cnh ra i Tnh nng, cng dng, mu m, nhn hiu

2.2 2.2.1
2.2.2

Phn 3 : c trng ca giai tng m sn phm hng vo v ng dng giai tng trong hot ng Marketing mix ca sn phm.
3.1

3.1.1 3.1.2 3.1.3

c trng tp khch hng mc tiu ca sn phm nc hoa Chanel No.5. Ngh nghip v mc thu nhp. Hot ng c nhn v quan h giao lu c nhn. Nhng gia tri inh hng, t tng ca tp khch hng mc tiu:

3.2 ng dng giai tng vo hot ng Marketing mix v nh gi s ng dng : sn phm gi phn phi xc tin. 3.2.1 Chnh sch sn phm 3.2.2 Chnh sch gi 3.2.3 Chnh sch phn phi 3.2.4 Chnh sch xc tin 3.3 Tng kt : kt qu kinh doanh ca cng ty i vi sn phm Chanel No.5

PHN 1 : L LUN V GIAI TNG X HI 1.1 Giai tng x hi.

1.1.1 Khi nim Giai tng x hi l tp hp ngi ging nhau, tng i ngang bng nhau v a v kinh t, a v chnh tr, a v x hi cng nh nhng kha cnh khc nh trnh hc vn, loi ngh nghip, kiu nh , ni c tr, phong cch sinh hot, th hiu ngh thut.... 1.1.2 c im Cc giai tng x hi c mt s c im: L nhng ngi thuc mi tng lp x hi u c khuynh hng hnh ng ging nhau hn so vi nhng ngi thuc hai tng lp khc nhau. L con ngi c xem l c a v thp hay cao ty theo vo tng lp x hi ca h L tng lp x hi ca mt ngi c xc nh theo mt bin s nh ngh nghip, thu nhp, ca ci, hc vnv nh hng gi tr ch khng phi ch theo mt bin L cc nhn t c th di chuyn t tng lp x hi ny sang tng lp x hi khc, ln hoc xungs trong i mnh. Mc c ng ny khc nhau ty theo mc cng nhc ca s phn tng x hi trong mt x hi nht nh Tnh cu trc, th bc, biu th a v. Biu th nhng a v thp , trung bnh hay cao. L biu tng ca a v :ch ngi a v cao mua sn phm xa x. C trng thi mp m ca ch ngha biu tng : ngi a v cao mua sn phm lp di h c xp theo chiu dc t a cao ti thp Tnh a kch thc. Bin s no quyt nh? Ngh nghip hay thu nhp / ca ci? Ni c tr / nh hay dng di? Tnh hn ch hnh vi. La chn sn phm tiu dng, hnh vi ng x; la chn ngh nghip v quan h giao du. Tnh nng ng tnh m. Con ngi vo ra cc giai tng tng i d dng. Phn loi giai tng x hi C 3 loi giai tng x hi sau Giai tng thng lu Giai tng trung lu Giai tng h lu
1.1.3

c trng ca tng giai tng Hu ht tt c cc x hi loi ngi u th hin r s phn tng x hi. S phn tng ny i khi mang hnh thc, mt h thng ng cp theo nhng thnh vin thuc cc ng cp khc nhau c nui nng v dy d m nhim nhng vai tr nht nh. Hay gp hn l trng hp phn tng thnh cc tng lp x hi. Cc tng lp x hi l nhng b

1.2

phn tng i ng nht v bn vng trong x hi, c xp theo th bc v gm nhng thnh vin c chung nhng gi tr, mi quan tm v hnh vi 1.2.1 Giai tng thng lu . Lp trn ( di 1% ) : Gia nh c xut chng c xa , giai tng nh nc , ngh cao qu L ngi bo th , mua t sn phm , s dng nhiu dch v. Sng bng ti sn tha k v c nhng gia nh ni ting. H ng gp nhng khon tin ln cho cng vic t thin, t chc nhng bui v hi, c nhiu nh . H l th trng ca kim hon, c, nh v nhng chuyn i ngh. H thng hay mua v mc nhng th cu, khng quan tm n chuyn ph phng. Tuy h l mt nhm nh, song h l mt nhm tham kho i vi nhng ngi khc trong chng mc l cc quyt nh ca h c v c cc tng lp x hi khc bt chc. Lp di ( chim khong 2 % ) L nhng ngi c thu nhp cao hay giu c nh ti nng xut chng trong ngh nghip chuyn mn hay trong kinh doanh ( ngi sang lp ngnh kinh doanh mi , bc s , lut s ). H thng xut thn t tng lp trung lu. C thu nhp cao nht. H tch cc tham gia cc cng vic x hi v ca thnh ph v tm mua nhng th chng t a v cho bn thn mnh v cho con ci nh nhng ngi nh t tin, trng hc tt, thuyn bum, h bi v t. H gm nhng ngi giu mi pht v cch tiu dng ca h c tnh ton gy n tng i vi nhng ngi tng lp thp hn h. Ham mun ca nhng ngi thng lu lp di l c chp nhn vo lp trn, mt a v m con ci h c nhiu kh nng t hn h. H am hiu vic mua v khong la chn rng trong mua rt rng Giai tng trung lu. Lp trn ( chim khong 12% ) Bao gm bc s , k s doanh nhn c trnh gio dc tt nghip trung hc v cao hn . ng c phn u cho s thnh cng , u tranh cho s hp dn tr tu . L nhng ngi mua nhiu nht nhm th hin s thnh cng , ganh ua vi giai tng pha trn. Nhng ngng trung lu lp trn khng c a v ca gia nh hay giu c g c bit. H ch yu quan tm n con ng danh vng. H c c nhng cng v nh nhng ngi chuyn nghip, nhng ngi kinh doanh c lp v cn b qun tr ca cng ty. H tin tng vo hc vn v mun con ci h pht trin nhng k nng chuyn mn hay qun tr chng khng b tt xung nhng tng lp thp hn. Nhng thnh vin ca tng lp ny thch ni v nhng tng v trnh vn ha cao. H tch cc tham gia v c thc cao v trch nhim cng dn. H l th trng tt cho nh , qun o p, g v thit b tt. H tm cch c mt ngi nh lch s tip i bn b v thn ch. Trung lu (chim khong 32 % ) Gm nhng ngi dn u trnh trung bnh , ngi lao ng c ng c phn u cho cuc sng v thu nhp , quan tm gia nh v vic hc tp ca con ci . H mua sm cao s chp nhn cu x hi , quan tm n nh ca L nhng ngi cng nhn c trng v c xanh c mc lng trung bnh, sng khu kh hn ca thnh ph v c gng lm nhng vic ng n. H hay mua nhng sn phm ph bin theo kp xu th. 25% c xe t ngoi, ng thi phn ln u quan tm ti chuyn thi trang, tm kim mt trong nhng nhn hiu tt hn. Mt cuc sng tt hn c ngha l mt ngi nh p hn v lng ging tt khu vc hn ca thnh ph, c trng hc tt. Tng lp trung lu tin tng l nn chi nhiu hn cho con ci h c c nhng kinh nghim ng gi v hng chng vo hc i hc. Lp di (chim khong 38%) 1.2.2

 C quy m ln nht , l nhng ngi lao ng ngho c nh hng gia nh , tn trng truyn thng v b gii hn tm nhn . Hnh vi mua ch yu l an ton , tit kim v c s tr gip . Gm nhng cng nhn c xanh c mc lng trung bnh v nhng ngi sng theo li sng ca tng lp cng nhn, bt k thu nhp hay trnh vn ha hay cng vic. Tng lp cng nhn ph thuc nhiu vo h hng v kinh t v s h tr v tnh cm, v nhng li khuyn v c hi vic lm, v nhng kin tham gia v chun mua sm v v s h tr mi khi gp kh khn. i vi tng lp cng nhn i ngh c ngha l li thnh ph v i xa th c ngha l i n h nc hay ngh ngi khng xa qu 2 gi i ng. Tng lp cng nhn vn duy tr s phn chia r rng vai tr ca gii tnh v dp khun nhau. S thch v t l nhng chic xe c kch thc tiu chun v ln, khng thch nhng xe nh gn ni a cng nh ngoi nhp. Giai tng h lu Lp trn ( chim khong 9 %) Gm nhng ngi lao ng ngho , c vic lm khng thng xuyn. Nhng ngi i lm, khng sung tc mc d mc sng cao hn mc ngho kh mt cht. H lm nhng cng vic ph thng v hng lng rt thp, mc d h lun phn u vn ti tng lp cao hn. Thng thng tng lp h lu lp trn khng c hc hnh y . Mc d h gn mc ngho kh v mt ti chnh, h vn thu xp t ra mnh c cuc sng ngn np v sch s Lp di (chim khong 7 %) Sng di mc ngho , hot ng phi php , sng do phc li x hi. L nhng ngi hng tr cp, b ngho tng r rng v thng khng c vic lm hay c nhng vic lm bn thu. Mt s khng quan tm n chuyn tm kim mt vic lm lu di v phn ln u ph thuc vo tr cp x hi hay tin t thin. Nh ca, qun o, c ca h bn thu , rch nt v tn t PHN 2 :GII THIU V CNG TY , SN PHM S DNG GIAI TNG PHN ON TH TRNG Gii thiu v cng ty Coco Chanel Vi sn phm nc hoa lng danh Chanel No.5 v nhng b su tm thi trang ni ting ca mnh, tn tui Coco Chanel tr thnh mt thng hiu sang trng v t gi bc nht. Chanel l mt trong nhng thng hiu thi trang ni ting nht hin nay trn th gii. ch thi trang hng mnh ny c thnh lp t nhng nm 1009-1010 do Gabrielle "coco" Chanel sng lp ,ci tn Chanel c bit n nh mt nhn hiu thi trang cao cp ng t ho nht ca ngnh cng nghip thi trang nc Php.Hn bt k nhn hiu no,chanel mang trn vn nhiu tinh hoa ca ngnh thi trang c in thi i trc. Coco Chanel c coi l mt tro ng nhng ngi ph n c nh hng nht trong lng thi trang th gii th k 20, vi nhng mu thit k n tng, thanh lch, v y cht phng khong Nhc n Chanel l nhc n nt thanh lch, v qu phi kiu sa v tnh c in. Vi lch s ngt trm nm, Chanel tr thnh mt biu tng ca thi trang v l nim am m ca phi p trn khp th gii. Chanel l mt cng ty thi trang him hoi c qun l hon ton t nhn ,t gia nh ca ngi ban u ng sng to n b Chanel. S hu t nhn l mt dng ph bin ca cc nh mt c in ti Php .iu gip Chanel tr thnh mt mu mc v thi trang c in v kinh in trong lng thi trang th gii
2.1

1.2.3

 Ngay t thu mi hnh thnh thng hiu, Chanel l c trng ca gii thng lu: nc hoa Chanel, qun o Chanel, m phm Chanel, v...v..., tt thy to nn phong cch ng cp - thi thng ca ph n thi y. 2.1.1 Qu trnh hnh thnh v pht trin ca cng ty. Ra i vo nm 1883, Gabrielle Chanel l nh may trang phc ph n tin phong theo ch ngha tn thi, ly cm hng t trang phc nam gii v da theo phong cch n gin gip c to ra mt c trng ring cho thi trang ca th k 20. Bc t ph u tin ca Coco vo th gii thi trang vi t cch mt nh thit k trang phc ph n l vo nm 1910. Chanel khng bao gi chy theo phong cch mi. Tin vo gi tr tht ca vic t do sng to hn l s ph trng, nhng sn phm ca Coco l mt minh chng thit thc nhm nhn mnh thm nhng nt tiu biu ca Chanel vn ti. -Trong sut th chin th I l mt giai on c nhiu thay i ln Chu u, Coco bt u mt cuc th nghim. Vi tng chim lnh th trng trang phc n gii, c bc ph nhng thng l trc gi l dng cht liu nh da v ang ch c s dng lm trang phc lt nam lm cht liu cho vy o n, v do chin tranh dn n s thiu thn ngun cung ng cht liu cho ra i mt cuc ci cch sng to ngon mc gip cho ph n d dng quyt nh nn n mc g v mc nh th no trong nhiu thp nin qua. Hin nay Chanel rt ni ting v thi trang trang phc, ti xch v nc hoa. Chanel ang tip tc m rng sang lnh vc hng tiu dng bao gm giy dp, v tin v trang sc. Mt hng ti xch tay truyn thng ca Chanel c th d dng nhn ra ngay bi biu tng 2 ch C kha cho nhau l tn vit tt ca nh sng lp (Coco Chanel) ra thng hiu v sn phm ny chng minh c cht lng, tay ngh v hn ht l s sang trng qu phi ca n. => Hn 100 nm tri qua t ngy Coco m ca hng thi trang u tin gi y chanel tr thnh mt thng hiu c bit n trn ton th gii Nm 1983, 12 nm sau khi Coco mt, Karl Lagerfeld ln k tha v tr gim c sng to ca thng hiu vo nm 1983. Mt s pht trin vt bt chng t rng nh thit k ny trao di mt phong cch ring bit v to dng c mt danh ting vang di trong thi k ng nhim ca mnh. Lagerfeld v ang thnh cng bng vic trao tng gii thng Grande Mademoissele cho nhng mu thit k v nhng phong cch thi trang m ng cho l thanh lch v qu phi. Cng cuc ci cch ca ng gip cho Chanel vn gi c v tr ni bt ch cht vng chc ca mnh trong lnh vc thi trang. Lnh vc hot ng v chin lc kinh doanh ca cng ty. Lnh vc hot ng: thi trang cao cp. Gm cc sn phm nh: Qun o, dy dp, ti xch, m phm v n trang Chin lc kinh doanh : tp trung khai thc th trng hng sang - V chin lc lu di Trung Quc, Vicent Shaw, ch tch khu vc chu ca Chanel, cho bit y l mt chin lc ang c nghin cu k lng. Trong khi nhng thng hiu khc ang o t xm nhp vo cc thnh ph khc ngoi Thng Hi v Bc Kinh, th nhng nh iu hnh ca Chanel li cho bit h mun m bo nhng th trng mi y thc s sn sng cho thng hiu ca mnh. Shaw ni: Chng ti s thm nhp mt tin ph hp vi th trng y, nhng chng ti cng thng xuyn nh gi cc thnh ph chnh. Ngi tiu dng phi thc c Chanel. H phi cm nhn c Chanel trc khi chng ti a thng hiu ca mnh n y, v iu ny cn phi tiu tn rt nhiu thi gian chun b, c bit l trong mt th trng ang pht trin rt nhanh v 2.1.2

th hiu ngi tiu dng cng rt khc, do chng ti phi cn thn khi thit lp nn nn tng c s ca mnh, chng ti thc hin iu v nhng ng c ng n, v chng ti chun b cho mt k hoch lu di. - Hin ti, Chanel c 8 ca hng Trung Quc trong l 6 ca hng trang phc may sn v 2 ca hng trang sc v ng h. Thng hiu ny to nn s ch ln vo cui nm ngoi khi Lagerfeld ra mt b su tp Tin Thu Mtiers d'Art ca Chanel trn b sng Huangpu ca thnh ph Thng Hi. Cui tun ny, 18Gallery, mt phng trin lm nm cnh song Huangpu, cng s m mt trin lm nhng bc nh do Lagerfeld v Adnan Taletovish, mt ngi mu kim nhip nh thi trang, thc hin t chc song song cng vi chng trnh trin lm Culture Chanel. - Nhng nh iu hnh ca hng t chi a ra mt s chi tit v kinh doanh ca thng hiu ny Trung Quc. Tt nhin Trung Quc l mt th trng v cng quan trng bi v nhu cu i vi cc sn phm cao cp y rt ln v lng khch hng cng l con s ng m c ca tt c cc hng thi trang trn ton th gii. Chng ti vn c lng khch hng n nh M, Chu u v Nht Bn. Ti khng ngh Trung Quc l chin trng cui cng bi phc v phi p trn ton th gii mi l mc tiu ca Chanel 2.1.3 Nhng thnh tu t c. Hin nay Chanel tr thnh hng thi trang cao cp ng t ho nht ca nghnh thi trang cng nghip nc Php Hn 100 nm tri qua t ngy Coco m ca hng thi trang u tin gi y chanel tr thnh mt thng hiu c bit n trn ton th gii 2.2 Gii thiu v sn phm nc hoa Chanel No.5

2.2.1 Thi gian ra i v hon cnh ra i: Thi gian ra i: - Chanel No. 5 l sn phm nc hoa u tin ca nh thit k thi trang ni ting Paris (Php) nhng nm u th k 20, Gabrielle "Coco" Chanel. No.5 vt khi phm vi mt mi hng c o n thun trng tn cng vi s bin i ca th gii. y l sn phm c miu t l "siu phm c mi hng quyn r nht v l loi nc hoa ni ting nht ca cng ty. K t ln u tin tung ra th trng nm 1921, n lun c lng tiu th rt mnh cho ti ngy hm nay. Hon cnh ra i: Nc hoa chanel No5 ra i trong mt hon cnh rt c bit - Vi mong mun to ra "cht xc tc" dnh cho ph n . Coco Chanel y quyn cho chuyn gia pha ch Ernest Beaux to ra 6 sn phm b chn la. Chng c nh s t No.1, No.2 cho n No.6. V chai nc hoa s 5 (No. 5) hp dn b dng nh ngay lp tc. Rt trng hp, 5 cng l con s may mn ca "Coco". - Chanel No.5 c gii thiu ln u tin cho mt s ngi bn, vo ngy 5/5/1921. Sau , sn phm c min ph ti tt c nhng ngi khch n thm ca hng qun o thi trang ca Chanel. Phng th trong ca hng cng c "rc" hng No 5. 2.2.2 c im , tnh nng v mu m ca nc hoa Chanel No.5 c im: Nc hoa Chanel No.5 mi m t cch ng trong l cho n c ci tn ngn gn. Chanel No.5 l nc hoa tru tng u tin trn th gii. N quyn r, ngt ngo, da dit. V n lm chao o mi th Nc hoa Chanel No.5 c tinh ch, tng hp, kt hp t 80 hot cht khc nhau c ngun gc t thin nhin. Bn thn hnh thc, cht liu ca mi l nc hoa xinh xn v ch bin v cng tinh xo l mt ng cp ring.

 Tt c cc hiu nc hoa thi ch gi ln mt mi hng ca mt loi hoa qu, ring Chanel No.5 th em li c mt rng hoa cho phi p : mt cht nng nn gi cm ca nhng n hng thng 5, mt gc thanh tao ca nhng cnh lan rng hay mt cht nh nhng ca nhng bng nhi n t cc min t nng. iu c bit l Qu b Gabrielle "Coco" Chanel ch cho php chn hoa nhi trng x Provence, Php lm nguyn liu cho chai Chanel No.5 Nhng loi nc hoa ra i trc Chanel No.5 thng mang mi ca mt loi hoa c th no , chng hn nh dnh dnh, hoa hng, nhi, hu ty.No.5 l nc hoa u tin s dng rt nhiu loi hoa nhng khng th hin mi mt loi hoa no c th Hng thm quyn r v qu phi tng hp t mi hoa nhi, ngc lan ty, cam bergamot, hng t mui, hoa iris, g n hng, h phch ca Chanel No. 5 hu nh vn khng h thay i sut gn 90 nm qua. Chanel No. 5 c mnh danh l loi nc hoa ca by gi v mi mi. V th, khng c g ngc nhin khi c mi 55 giy, trn th gii li c mt chai nc hoa ny c bn ra. Hin nay loi nc hoa ny tuy rt t nhng li l nc hoa c tiu th nhiu nht trn th gii. T l doanh thu t sn phm nc hoa chim ngy cng cao trong tng doanh s bn hng ca tp on Chanel. Tnh nng: Nc hoa Chanel No5 mang n cho ph n hng thm quyn r, ngt ngo, da rit, nng nn v qu phi Nc hoa Chanel No5 mang li cho ngi s hu n mt phong cch t nhin, tinh t,ng cp thi thng Mu m sn phm: Ra i t nm 1921, n nay Chanel No.5 vn gi c mi hng tinh t v b n trong mt chic l hnh ch nht vi nhn ch en gin d. D ngy nay l c thit k cao hn, thanh mnh hn v mu nc hoa nh trong hn mu h phch nguyn bn, nhng mi hng th vn th. Khng ging nh nhiu thng hiu nc hoa ln khc. Vt mi thi i, nc hoa Chanel No 5 vn l mn qu thanh lch c phi n a chung nht. Mc d mi nm trn th trng xut hin thm khong 400 loi nc hoa mi hoa. Vy m khi ni n nc hoa Php, ai ai cng ngh ngay n l Chanel No 5

PHN 3 : C TRNG CA GIAI TNG M SN PHM HNG VO V NG DNG GIAI TNG TRONG HOT NG MARKETING MIX CA SN PHM c trng tp khch hng mc tiu ca sn phm nc hoa Chanel No.5 . Song song vi thi trang v m phm, nc hoa Chanel lun l mt phn khng th thiu i vi bt c mt tn Chanel no. Vn trung thnh vi phng chm ch nhm vo cc i tng khch hng cao cp nht thuc gii thng lu. V vy tp khch hng mc tiu m nc hoa Chanel No 5 hng ti l giai tng thng lu v giai tng trung lu lp trn trong x hi
3.1

3.1.1
-

Ngh nghip v mc thu nhp: Ngh nghip: L nhng ngi c thu nhp cao,hay giu c nh ti nng xut chng trong ngh nghip nh: nhng ngi hot ng trong lnh vc ngh thut nh: ca s,ngi mu, din vin, MC N doanh nhn hay nh qun ly co thu nhp cao, vin chc , nhng khch hng giu c mi ni trn ton th gii , ngoi ra cn c cc i tng l nhng ph n giu c mun khng nh mnh.

bc s, k s doanh nhn thnh t Mc thu nhp : ca i tng khch hng l rt cao, cho d c s nh hng ca nn kinh t, nhng nhu cu cho tiu dng gii tr ca nhm khch hng ny i vi cc mt hng l khng i thm ch cn tng ln, bt chp c s suy thoi ca nn kinh t. Bi mc thu nhp ca h cao v tha sc chi tr cho cc mt hng thit yu v lun c xu hng hng ti cc mt hng xa x.

3.1.2 Hot ng c nhn v quan h giao lu c nhn: Hot ng c nhn Hot ng ch yu ca h l ngoi giao,giao tip, gp g i tc, m phn,hot ng trong lnh vc gii tr , du lch v mong mun th hin mnh. L nhng ngi c thu nhp cao, c a v trong x hi, h lun mun khng nh mnh vi ngi khc v vi x hi, mun gy c s ch ca ngi khc v vy hnh vi mua ca h lun khin ngi khc . Mua nhng xa x th hin ng cp ca mnh. Quyt nh mua ca h c ngi khc v c cc tng lp x hi khc bt chc. Nc hoa Chanel No5 l mt thng hiu nc hoa ni ting, mang li cho ngi s hu n mt phong cch t nhin,tinh t,ng cp v thi thng.n p ng c mi nhu cu khng nh ng cp ca khch hng Trong quan h x hi : - Giai tng thng lu lp di: tch cc tham gia cc cng tc x hi v ca thnh ph nh t thin, ti tr, u t Lun tm mua nhng th chng t i v cho bn thn mnh v con ci. H lun mong mun c chp nhn vo lp trn. - Tng lp trung lu lp trn: th hin s quan tm n vn hc vn, i sng tinh thn, vn ha v ngha v cng dn. H tch cc tham gia v c thc cao vi trch nhim cng dn Nhng gia tri inh hng, t tng ca tp khch hng mc tiu: Gi tr nh hng: lun mong mun v hng ti th hin s ng cp, sang trng: xu hng s dng cc sn phm c thng hiu v cht lng tt. C thi quen i hi mt loi sn phm nht inh v t c xu hng chuyn i sang sng phm khc,mua t sn phm v mua nhiu cc dch v T tng: hng ngoi ,lun mun khng nh a v,ng cp ca mnh vi giai tng di v c gng tm cch gia nhp vo giai tng trn.

3.1.3

3.2: ng dng giai tng vo hot ng mk-mix v nh gi s ng dng ca n trong:chnh sch sn phm,chnh sch gi,phn phi v xc tin.
3.2.1

Chnh sch sn phm

Chanel No. 5 l sn phm nc hoa u tin ca nh thit k thi trang ni ting Paris (Php) nhng nm u th k 20, Gabrielle "Coco" Chanel. No.5 vt khi phm vi mt mi hng c o n thun trng tn cng vi s bin i ca th gii. y l sn phm c miu t l "siu phm c mi hng quyn r nht v l loi nc hoa ni ting nht ca cng ty. K t ln u tin tung ra th trng nm 1921, n lun c lng tiu th rt mnh cho ti ngy hm nay. Theo s liu Chanel cng b, c mi 55 giy, li c mt chai Chanel No. 5 c bn ra Nhiu ngi vn gi Chanel No.5 l loi nc hoa ca hin ti, tng lai v mi mi.

Chanel No5 lc mi xt s to ra hng hoa du du tan nhanh, sau l mi hoa

hng thng 5 v hoa nhi an xen vn vt. Cui cng hng thm ca g n hng v thoang thong cht vani s ng li thnh mt nt g trm khng th no qun. Chanel No. 5 ni ting v l loi nc hoa u tin ch yu c lm t cc nguyn liu hng hoa tng hp v nhng hp cht khc gip hng ca chng lu li lu. Cc cuc kim tra trong phng th nghim cho thy Chanel No. 5 bao gm nhng chit xut c bit t cy hng. Loi cy hng c v nh loi thuc hm hiu qu tuyt i, gip cho mi hng lu li lu. Th nhng sau ny, sn phm vp phi nhng phn i ca Hip hi Bo v ng vt Th gii. V k t nm 1998, cy hng t nhin c thay th bng mt loi cht tng hp trong sn phm Chanel No.5. Chanel No. 5 ban u c ph bin vi ba dng sn phm gm Parfum, Eau de Toilette v Eau de Cologne. Cui nhng nm 80, Eau de Parfum vn tip tc thnh hnh, trong khi Eau de Cologne ngng sn xut. Hin sn phm c pht trin vi nhng mi c trng gm hng ngc lan ty, tinh du hoa cam, hoa nhi, hoa hng, hoa lan chung, c vetiver, g n hng, vani, h phch...

Chnh sch gi. Chanel No 5 c chit xut t hn hp ca ylang-ylang, hoa hng, hoa nhi, vani....to nn mi hng hoa du du, k tip mi hoa hng rc r. Cui cng hng thm ca G n hng, x hng v 1 cht vani s ng li thnh hng cui tht m v quyn r Mi hng c trng: Hoa hng, Hoa nhi, Ylang- Ylang, n hng, X hng v Vani Phong cch: Quyn r, du m, n tnh Chanel No.5 Eau De Parfum (150ml) Gi th trng : 3.700.000
3.2.3 Chnh sch phn phi. Chanel No.5 c gii thiu ln u tin cho mt s ngi bn, vo ngy

3.2.2

5/5/1921. Sau , sn phm c min ph ti tt c nhng ngi khch n thm ca hng qun o thi trang ca Chanel. Phng th trong ca hng cng c "rc" hng No 5. "Chin thut" ny khi cn kh mi, nhng sau ny c nhiu ni p dng. i tng khch hng m chanel No 5 hng n l tng lp thng lu Vo thi im , loi du thm t nht th gii thng c lm t hoa nhi, qu trnh chng ct rt phc tp v v cng t . Chanel mun to ra mt loi nc hoa ng tin nht trn th gii v theo ng k hoch ban u, No. 5 da ch yu vo hoa nhi. Chnh sch xc tin. y mnh kinh doanh, Coco Chanel thit lp mi quan h i tc vi Pierre v Paul Wertheimer cng sng lp Cng ty Sociere des Parfums Chanel m bo vic sn xut v phn phi hiu qu nc hoa cng nh cc sn phm lm p. Sn phm chanel No5 gn vi nhng tn tui ni ting B quyt thnh cng ca nc hoa S 5 l Chanel lun s dng mt cch ti tnh hnh nh p chinh phc con tim ca n gii. Mi ngi vn cha qun hnh nh n minh tinh Marilyne Monroe vo nm 1954 tm s : m v c ch khoc ln mnh vi git Chanel No 5. Tip theo hnh nh ca nhng chai nc hoa ny gn lin vi nhiu gng mt quen thuc ty theo thi gian : t n din vin Catherine Deneuve n Audrey Tautou, t Carole Bouquet n Vanessa Paradis,

3.2.4

khng qun mi tc vng nh t v thn hnh mnh khnh trong mt chic o d v lng ly ca n din vin ngi c, Nicole Kidman N din vin xinh p ngi Australia, Nicole Kidman, nm 2004 xut hin trong mt b phim ca Mandy Walker do Baz Luhrmann lm o din tr gi nhiu triu USD c tn l No. 5 The Film. Qung co u tin c pht trin knh truyn hnh Channel 5 ca Anh chnh l qung co sn phm nc hoa Chanel No.5. o din phim Ridley Scott thc hin ba on phim qung co trn truyn hnh cho qung co "Share Your Fantasy" ca Chanel No.5. on phim c ch nht c hnh nh ca mt ph n nm bn cnh b bi. y l on qung co c s dng lng x sn phm trong nhiu thp k, k t khi c gii thiu ln u nm 1979. Hai phin bn khc s dng nhng bi ht nh "Sea of Love" v "I Don't Want to Set the World on Fire" ca The Ink Spots. Hng v quyn r ca Chanel No.5 cn c nhc n trong b phim sn xut nm 1963 ca o din Paul Newman, khi Alma Brown (Patricia Neal ng) ni vi Hud Bannon (Newman) "Ai trn xe c mi nh Chanel No. 5. khng phi l ti. Ti khng tin dng n. Thng qua cc on qung co, on phim ngn chanel No 5 khng nh n l 1 sn phm ch dnh cho tng lp thng lu, nhng ngi am hiu mua v co khong la chn rng trong mua. Chin lc qung co da vo giai tng x hi tc ng khng nh n tm l ngi khch hng nhng ngi thuc tng lp cao qu , giu c , s hu nc hoa chanel No5 chnh l khng nh c a v ci ti ca h. Kt qu kinh doanh ca cng ty di vi sn phm chanel No.5 Nm 1998: doanh s bn hng ca nc hoa Chanel s 5 tng t 20% n 35% so vi nm trc ti cc nh bn l cao cp khc nhau mt s t bin mnh m cho mt thng hiu tn ti lu di. Ngi ta c tnh xc tin gip y doanh thu hng nm bn bun ca Chanel s 5 hn 50 triu Nm 2003: doanh s bn l t 100 triu USD Nm 2006: Chanel s 5 l nhn hiu s 1 vi doanh s cao nht trong dng nc hoa ca ph n Thng k 10 dng nc hoa bn chy nht ca ph n: 1. Chanel no.5 2. Dior 3.Thierry mugler angel 4. Lotita lempicka 5. Kenzo Flower 6. YSL opium femme 7. Lancoome Hypnose 8. Cacharel amor 9. Lancome trsor 10. Guerlain - shalima

3.3: