1.1 Phn tch th trng 1.1.

1: Thc trng ng trc cn lc cnh tranh ca nn kinh t thi hi nhp WTO, cc doanh nghip lun thc c v s sng cn ca sn phm l do ngi tiu dng quyt nh. Ti Vit Nam nhng nm gn y sc cnh tranh gia hng ho trong nc v hng ho nc ngoi din ra ht sc quyt lit c bit l nhng sn phm c xut x t nhng cng ty a quc gia v Unilever Vit Nam cng l mt trong nhng i gia ln trn th trng hng tiu dng, hng thit yu cho sinh hot hng ngy ca ngi tiu dng Vit Nam nh bt git Omo. Omo n vi Vit Nam khi th trng hng tiu dng y cn mi nn c nhiu t kinh doanh v tc tng trng ca Vit Nam cn thp nn kh nng tiu th cao. Hin nay th phn ca bt git Omo kh rng v c uy tn i vi ngi tiu dng trn c nc nhng thi gian gn y trn th trng xut hin nhng thng hiu bt git khc nh: Tide, Viso, Surf, V Dn, Hoa Me do th phn ca bt git Omo. Bn cnh , nn hng nhi, hng gi nhn mc bt git Omo lm nh hng nghim trng n uy tn v li nhun ca cng ty. 1.1.2: Th hiu Gn vi nhu cu thng xuyn, bt git tr thnh mt hng thit yu v khng th thiu trong mi gia nh. Vi cng vic bn rn v c t thi gian v vy bt git Omo to ra nhng tm l thch git trng, git sch, ty vt bn nhanh a vo nhng sn phm mi p ng nhu cu, s thch , th hiu ca ngi tiu dng. Ti nc ta th phn ca bt git Omo chim kh cao v c ngi tiu dng tin tng v c cht lng v mu m sn phm. Omo kt hp 3 yu t: an ton cho da tay, git ty trng v hng thm ca bt git vo cng mt sn phm tung ra th trng thu ht c s yu thch sn phm. Bt git Omo l mt trong nhng mt hng git ty c cc b ni tr Vit Nam rt tin dng v a chung. ng thi nhm vo tm l ngi Vit lun cao lng nhn i, cc bc ph huynh mong con em mnh hc c nhng iu tt p nht nn nhng chng trnh nh: Omo o trng ngi sng tng lai, Triu tm lng vng, Tt lm iu phc sung tc c nmcng lm tng uy tn cho thng hiu bt git Omo. Mc d hai thng hiu Omo v Tide u d nh, ngn gn nhng nhiu b ni tr Vit Nam cho bit h la chn bt git Omo v nhn hiu Omo d nh trong khi th Tide li mang li cho h cm gic ngi ngng khi c tn nhn hiu bt git Tide. Hn na ngui tiu dng Vit Nam rt tin vo qung co. Cng ty Nielen cng b kt qu nghin cu th trng Vit Nam ng th 8 trong top 10 quc gia tin vo qung co nht v vy Omo c nhng chiu thc qung co rt hay thu ht c nhiu ngui tiu dng ch n cht lng v mu m sn phm. Tm l chung ca khch hng rt thch cc hnh thc khuyn mi. nh vo tm l ny Omo c nhng chng trnh khuyn mi rt hp dn v c nhng hot ng gn kt vi cng ng khng nh thng hiu trn th trng, to c s tin tng ca khch hang. 1.1.3: Kh nng p ng Omo l mt thng hiu bt git ni ting khng ch th trng trong nc m cn l mt thng hiu bt git c uy tn trn th trng quc t. Hn na th phn ca thng hiu bt git Omo chim 60% th trng bt git trong nc, Tide-i th cnh tranh ln nht ca Omo chim 30% th phn, 10% cn li dnh cho cc thng hiu bt git khc v vy kh nng p ng ca bt git Omo rt ln

cung cp nhu cu tiu dng ca ngi tiu dng. Hin nay trn th trng c rt nhiu thng hiu bt git khc nh: Tide, Hoa M, Surf, V Dn v th ngi tiu dng c nhiu s la chn hn v iu ny ang e do th phn ca bt git Omo do Omo lun tung ra nhng sn phm mi vi nhiu tnh nng p ng nhu cu, th hiu ca khch hang ng thi cng gi c th phn v chim lnh 10% th phn ca cc thng hiu bt git khc trn th trng. Ngy nay, khi cht lng cuc sng ngy cng c nng cao c nhiu gia nh s dng my git v vy Omo khng ch pht trin dng sn phm git tay m cn pht trin c dng sn phm git my vi nhng tnh nng git ty khc phc c mt s nhc im khi git qun o bng my git . 1.2 Phn tch v khch hng Nghin cu thi ca ngi tiu dng i vi sn phm bt git OMO v cc nh sn xut khc nhau nghin cu uy tn ca cc thng hiu (s hiu bit ca ngi tiu dng v thng hiu, v nhng c im chnh ca sn phm), nhng lin kt gp phn to gi tr hoc lm gim gi tr ca thng hiu. Nu nh trc kia nc ta thi k bao cp, bt git vn cn l hng ha xa x him c, th hin nay khi hi nhp vi th gii- l thnh vin ca WTO-th vic mua bn bt git tr nn d dng v thun li hn. Bt git OMO c mt khp mi ni. Ngi tiu dng c th mua bt git ti cc siu th, i l, ca hng tp ha n nhng ca hng nm trong ph mt cch d dng. Unilever phi hp vi cc chng trnh qung co trn cc phng tin truyn thng (nht l TV, v Vit Nam TV vn l knh thng tin ch lc, c sc lan ta ln v nhanh), do dc nhiu ngi tiu dng bit n v s dng ngy cng nhiu. Ngi tiu dng ngy cng c nhiu s la chn khi mua sn phm OMO. V OMO c a dng chng loi: OMO ty trng, OMO hng ngn hoa, OMO ty ht 99% vt bn, OMO matic dng cho my git... khin ngi tiu dng hng th vi sn phm hn. Ngoi ra, Unilever cn c tn trong danh sch cc sn phm t danh hiu Rng vng Vit Nam. y cng chnh l tem bo m i vi ngi tiu dng khin h an tm hn khi s dng bt git OMO. ng hnh vi cc hot ng m rng thng hiu Unilever cn u tranh mnh m vi t nn lm hng gi, hng nhi bng cch thnh lp Ban phng chng hng gi v bo v quyn s hu tr tu, tham gia vo Hi ch hng tiu dng v bo v ngi tiu dng Vit Nam...Nhn vin Unilever n tn ni khoanh vng sn xut v nhp khu hng nhi, hng bun lu, ri kt hp vi c quan chc nng lng bt,trit ph tn hang . Mt khc, nhn vin ca Unilever cn t chc cc bui ni chuyn ti cc ch, cc khu dn c v hu qu tac hi ca vic sn xut, bun bn, tiu th, s dng hng nhi, hng gi, hng bun lu. Trong qu trnh sn xut mu m kiu dng sn phm, nhn mc, Unilever c gng to nhiu du hiu gip ngi tiu dng nhn bit hng tht, hng gi. Do vy hn ch c nn hng nhi, hng gi. Khng nhng em li c nhiu li nhun cho cng ty m cn c ngi tiu dng tin tng v chn la. Khng ch v li nhun Unilever bit quan tm khch hng. Mt mt, sn phm lun c i mi v ci tin lm sch qun o n mc ti u. Mt khc, Omo Matic kt hp vi cc hng sn xut my git hng u nh Sam Sung, Toshiba, Sanyo, LG, Electrolux, Daewoo trong chin dch gii thiu sn phm v chm sc khch hng lu di. V d s kt hp gia my git Electrolux v bt git OMO li n tng mnh trong tm tr ngi tiu dng. Khi ngh n Electrolux ngi tiu dng ngh ngay n OMO v ngc li.

S kt hp gia OMO v Comfort chinh phc ngi tiu dng khi Unilever thng khuyn mi mua OMO tng Comfort. Nht l khi trong cuc cnh tranh vi bt git Tide v nc x vi Downy, OMO thnh cng. V khi P&G kt hp bt git Tide vi nc x vi Downy vo chung th v tnh h thp Downy ( dng bt git Tide c Downy th khng phi dng Downy na) Trong cuc ua vi Tide i th cnh tranh nng k nht, OMO nh v sn phm l trng sch trong khi Tide nh v sn phm l khng hi da tay th OMO c ngi tiu dng la chn. V theo nh s ng ngi tiu dng th bt git no cng c cht ty ra nn khng trnh khi khng hi da tay (i vi git tay) nn ly khng hi da tay ra lm tiu ch nh ca Tide l s tht bi rt r rng. Bn cnh , ngi tiu dng thng chn OMO ch khng chn Tide mc d c hai thng hiu ny u mnh v tn gi th d nh, d gi. Tuy nhin ngi tiu dng chn OMO v khi ni tn gy c s hng th ca h hn. H ngi khi ni bn cho ti bt git Tide (thai) nghe n... k k. Tuy nhin gi ca OMO vn cao hn V Dn. Do , ngi tiu dng nng thn thng mua V Dn v gi r hn nn OMO c t th phn nng thn hn. Thi quen v hnh vi ca ngi tiu dng mc mua hng, s a thch i vi cc a im bn hng, cc a im bn hng truyn thng, nhng phn nn ca ngi tiu dng Ngi tiu dng thng thch mua sn phm gi r nhng cht lng tt. Tuy nhin, ty theo tnh hnh thu nhp, s thch, tui tc... ca tng ngi m c nhng thi quen v hnh vi mua sm khc nhau. Nu thu nhp thp th ngi tiu dng quan tm c bit n gi c. Vy nn yu t cht lng b t thp hn ch khng hn l khng quan tm. Ngc li ngi c thu nhp cao h quan tm n cht lng hn l gi c. V h c kh nng chi tr v sn sng rt hu bao mua sn phm c cht lng tt hn. Thng th nhng ngi c thu nhp thp, sng nng thn, nhng gia nh t ngi, thng mua t , s lng nh (gi nh) nhng thng xuyn ( v bt git l sn phm thit yu). H thng chn cc a im gn gi, truyn thng, gi r, d tm: ch, tp ha. Nhng ngi c thu nhp cao thng tm n siu th, cc i l bn bun, bn l (tuy nhin cng khng t ngi mua ch v tp ha hoc gn ni lm vic v a im thun li, nhanh chng). Vy nn ch v tp ha vn l ni phn phi nhiu nht, l ni c nhiu ngi tiu dng chn la. Ngi mua khi lng ln, nht l sn phm dng ring cho my git, h thng mua siu th, i l. 1.3 Phn tch i th cnh tranh Gn vi nhu cu tiu dng thng xuyn mi ngy, bt git tr thnh mt hng thit yu v nh sn xut to ra nhng tro lu mi t tm l thch lm trng, ty vt bn nhanh, khng lm hi ra tay ca cc b ni tr. Nm c tm l cc nh sn xut bt git to ra nhng dng sn phm lm hi lng i a s khch hng. Hin nay trn thi trng c kh nhiu loi bt git ca cc nh sn xut khc nhau, bi vy nn c s cnh tranh quyt lit ginh c th phn ca cc doanh nghip. Di y l bng so snh nhng c imca nhn hiu bt git Omo so vi Tide, V dn: Cc c im, yu t 1.Sn phm Tt - Cht lng a dng - Kiu dng Tng i Tng i Tng i a dng Bnh thng Tt Bnh thng

Omo

Tide

V dn

- an ton cho da - Tn gi n gin,d nh, c ngi tiu dng a thch a dng -Chng loi 2.Gi c 3.Phn phi 4.Qung co 5.Khuyn mi 6.Cng ngh 7. S ni ting ca thng hiu 8.Quy m 9.Kh nng qun l t Rng khp Hay, nhiu, hp dn Nhiu, hp dn Hin i Ni ting, c uy tn Rng ln Tt t Rng khp Hay, cha nhiu Nhiu Hin i Ni ting, uy tn Rng ln Tt n gin, d nh,khng c ngi tiu dung nh gi cao Tng i t R Trong phm vi lnh th t t Hin i Bnh thng Trong pham vi Tt Gn gi vi ngi dn Vit

C th ni, trc mi e do t cc i th cnh tranh trong cuc ua dnh th phn, cc i gia m phm phi thay i ng k phong cch qung co v chin lc Marketing. V dng nh, cng l xu hng chung m nhiu doing nghip cn nhn thy c nhng thay i kp thi trong cc chin lc kinh doanh tip th ca mnh. K thut qung co v cc hnh thc lm tng ng k th phn ca cc nhn hiu bt git. Trc nm 1995, nhn hiu bt git khng l vn quan trng, ngi tiu dng ch yu mua sn phm ang sn c cc ch, tim tp ho. Cui nm 1995, khi Omo chnh thc ra mt v dn dp qung b thng hiu, nhn hiu Tide cng lao vo cnh tranh th cuc chin ginh th phn mi thc din ra. Ngi tiu dng b cun vo cc li mi gi hp dnmi dng th sn phm min ph, tham d cc bui gii thiu cng ngh mi ca siu thHai nhn hiu bt git ny y li cc loi bt git khc v vng nng thn, chim knh phn phi siu th, ch, ca hang. Tide l mt i th nng k ca nhn hiu bt git Omo. Mt v d di y s minh ho cho vic chin u khng khoan nhng bo v thi phn ca 2 nhn hiu bt git ny. Nm 2002, th trng chng kin cuc chin mt mt mt cn gia hai nhn hiu bt git Omo v Tide. Tide l bn khi ng cuc chin vi vic gim gi bn 20%. Ngay lp tc doanh s ca Tide tng vt. Khng chu ngi yn, Omo lp tc gim gi xung 20%. Tide ct tip 15% gi bn, ng thi thanh ton b gi cho ton b lng hng th trng nhp v t trc. Ln ny Omo cng khng chu ngi yn, h gim gi ln hai v y mnh vic kho cng sut sn xut ca i th bng cc hp ng gia cng bt git c quyn vi cc thp phun sy bt git trn ton quc. Khi gvim gi 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 sang mc hu bao ra tr, Omo bo v c th phn. Omo v Tide l hai nhn hiu c ngi tiu dng nh gi l cht lng tt, mu m p, mi hng d chuv c phn phi rng khp nhng Omo vn chim c th phn ln. Mt trong nhng l do khin Omo chim th phn vt tri so vi bt git Tide chnh l v ngi tiu dng thch nhn hiu bt git ny. Hai nhn hiu ny du c tn gi ngn gn v d nh th nhng nhiu b ni tr Vit Nam cho bit h la chn Omo v nhn hiu ny d nh trong khi Tide lai mang n cm gic o trng sch h c Tide(thai).

Thng hiu bt git Omo khng ch thnh cng nh qung co dy c trn truyn hnh m cn nh cc chng trnh khuyn mi, trin lm, ti tr hc sinh ngho hiu hc v c bit l xy dng qu khuyn hcnn c nh hng tch cc n thi ngi mua. Vi sn phm Omo.. Lever VN tip tc thnh cng khi khng nh sc mnh git ty ca bt git nhn hiu Omo. Do vy, i th Proter & Gamble VN ( P& G) phi chuyn hng ch mi thm lm th mnh cho sn phm bt git Tide. T Tide c ma xun n Tide hng nng mai, P& G hng ngi tiu dng n mt nhu cu mi: bt git thm. Tuy nhin Lever mi thc s l k nhanh chn. Ln ny khng phi l Omo m l nhn hiu Viso (1 dng sn phm ca Lever) ngng ng Tide. Hin nay trn th trng c nhiu loi bt git m ngi mua thng dng ngoi Omo, Tide cn c Surf, Viso, V dn Nhng khng th ni Surf v Viso l i th cnh tranh ca Omo v hai nhn hiu bt git ny u l ca Univer. Do Tide vn l i th cnh tranh trc tip v c sc nh hng ln i vi Omo. Cn nhn hiu bt git khc cng l i th nhng khng ng lo ngi i vi mt nhn hiu mnh nh Omo hin nay. Tuy nhin, c mt vi u im ca nhn hiu bt git V dn m Omo phi quan tm l: Bt git V dn p dng kh thnh cng cc c tnh v k thut nn c chuyn ti thng qua nhng g n gin v d hiu th trng mc tiu ca h. Chim lnh th phn ti nng thn, bt git V dn vi gi r, bao b sn phm vit y tt c cc thng tin v c tnh ca sn phm, xc nhn thng qua cc chng nhn ca bn th ba theo mt s chuyn gia th thng tin nh vy qu dy v khng d tip thu. Tuy nhin i tng l ngi dn sng vng nng thn Vit Nam, h khng mun mua sn phm gi cao nh Omo hoc Tide, th vic a sn phm mi vo, h cn bit sn phm tt hay xu. Vic ghi thng tin dy c v chi tit trn bao b a n thnh cng cho V dn.

1.4: Phn tch tnh hnh cng ty Trong nhng nm gn y, sc cnh tranh gia hng ho Vit Nam v hng ho th trng nc ngoi din ra ht sc quyt lit, c bit l cc sn phm c xut x t cc cng ty a quc gia hin ang c mt v thng lnh trn th trng Vit Nam. Unilever - Vit Nam cng l mt trong s trong nhng cng ty i gia ln trn th trng hng tiu dng, hng nm cung cp mt lng ln cc mt hng thit yu cho sinh hot hng ngy ca ngi tiu dng Vit Nam nh: Kem nh rng P/S, du gi Sunsilk, bt git Omoy khng ch l mi e do cho cc nh sn xut trong nc m cn l tm gng cc doanh nghip hc hi v kinh nghim Marketing ca mt cng ty a quc gia ln c tm c th gii. C th ni, cng ty Unilever c chin lc tip th chu o v y tnh sng to nhm nh bng tn tui v thu ht sc tiu th ca khch hng i vi sn phm ca cng ty. Cng ty tn dng nhng im mnh ti a vn c ca mnh cng nh pht huy c nhng c hi ca th trng mang li doanh thu khng l hng nm cho cng ty. Sau y l mt vi phn tch c bn v chin lc marketing ca cng ty. 1.4.1: im mnh ca cng ty: - c s h tr ca tp on Unilever ton cu nn c ti chnh vng mnh - Chnh sch thu ht ti nng hiu qu: Quan im ca cng ty l Pht trin thng qua con ngi, thng qua cc ngy hi vic lm cho cc sinh vin sp tt nghip ca cc trng i hc danh ting t o to nn cc qun tr vin tp s sng gi cho ngun nhn lc ca cng ty. Ngoi ra, cng ty cng c ch lng bng, phc li tho ng v cc kho hc tp trung trong v ngoi nc cho nhn vin nhm nng cao nghip v ca h - Tnh hnh nghin cu v pht trin cng ngh ca Unilever Vit Nam lun c ch trng v u t tho ng. c bit, cng tc R& D rt hiu qu trong vic khai thctnh truyn thng ca du gi nh

du gi b kt, kem nh rng mui. Cng ngh hin i k tha t Unilever ton cu, c chuyn giao nhanh chng v c hiu qu r rt. - Gi tng i chp nhn c, trong khi cht lng rt cao, khng thua hng ngoi nhp. - Mi trng vn ho doanh nghip mnh, i ng nhn vin tr thc v c tinh thn trch nghim v mc tiu chung ca cng ty, c bit cc quan h vi cng chng rt ch trng ti cng ty.

1.4.2. im yu ca cng ty: - Gn y cng ty ct gim ngn sch t nhiu do nhng kh khn m s kin 11-9 gy ra cho nn kinh t th gii. - Cc v tr ch cht trong cng ty vn ngi nc ngoi nm gi - Vn cn nhng cng ngh khng p dng c ti Vit Nam do chi ph cao, v vy phi nhp khu ngoi nn tn km chi ph khng tn dng c ht ngun lao ng di do v c nng lc Vit Nam. - Gi c ca Unilever cn kh cao so vi thu nhp ca ngi Vit Nam, nht l nhng vng nng thn. - L mt cng ty c ngun gc Chu u, chin lc qung b sn phm ca Unilever cn cha ph hp vi vn ho ng. 1.4.3. C hi cc yu t mi trng bn ngoi: - Ch trng ca cc b nghnh Vit Nam l cng thng nht xy dng nn kinh t Vit Nam theo xu hng cng nghip ho, hin i ho; trong u tin thu ht vn u t nc ngoi, c bit t cc cng ty xuyn quc gia v a quc gia nh Unilever tng ngn sch. - Th trng trong nc(bn bun, bn l, lu chuyn hng ho) pht trin nhiu hn. V c s h tng cc thnh ph ln, nht l Tp HCM v ang c u t thch ng, trc mt l ngang bng vi cc nc trong khu vc. - Trong bi cnh khng b, dch bnh, chin tranh, thi gian qua, nn chnh tr Vit Nam c nh gi l n nh v c bu chn l mt trong nhng im an ton nht khu vc chu Thi Bnh Dng ni ring v mang li s an tm cho cc nh u t nc ngoi. - Trnh dn tr Vit Nam tng i cao, nht l khu vc thnh th. T l ngi tt nghip i hc, cao ngkh cao so vi cc nc; hn na lao ng tr c Vit Nam gii xut sc v cng ngh nn y cng l mt ngun nhn lc kh di do cho cng ty. - Khch hng mc tiu ca nhiu sn phm m Unilever Vit Nam kinh doanh l gii tr th h X(nhng bn tr tui 18-29), hin c phn t lp v phng khong, t tin hn th h trc. H s l ngi a ra quyt nhcho phn ln cc vn trong cuc sng, bao gm chn mua nhng sn phm hng tiu dng. - Vit Nam l mt quc gia t do v tn gio nn vic phn phi, qung co sn phm khng phi chu rng buc kht khe nh nhiu nc chu khc.

- Vit Nam c c cu dn s tr v ph bin l gia nh m rng(ng b, c ch,), to nhiu c hi cho Unilever Vit Nam v y chnh l khch hng mc tiu ca cng ty. - Vit Nam nm v tr tng i thun li trong khu vc, c ng b bin di, c nhiu cng bin ln thun li cho vic xut khu hng ho khi cng ty Unilever Vit Nam bt u ch trng n vic xut khu trong tng lai gn. - Unilever n Vit Nam khi th trng hng tiu dng y cn mi, c nhiu t kinh doanh. 4. Thch thc t cc yu t mi trng bn ngoi: -Tc tng trng kinh t Vit Nam cn thp cho thy kh nng tiu th sn phm cao. - Ti chnh, tn dng ca Vit Nam khng pht trin, th trng chng khon cn manh mn. Thm vo , h thng vin thng, thng tin lin lc, cc in thoi, bu in v internet c mc gi thuc hng cao nht th gii. Do , vic a internet vo kinh doanh l khng th thc hin c i vi Unilever, mc d cng ty nhiu ln cp n mc tiu ny nh mt cch tip cn khch hng v qung b sn phm thnh cng cc nc cng nghip pht trin. - B lut thng mi cn nhiu bt li cho nh u t nc ngoi, nht l chnh sch thu quan v thu sut cao nh vo cc mt hng c coi l xa x phm m Unilever kinh doanh nh kem dng da sa tm - Gii tr Vit Nam cng b nhiu ch trch t pha x hi do xu hng n chi hng th ca khng t thanh nin gy bt bnh trong ngi ln tui, nghim khcMt s kin cho rng, chnh nhng cng ty a quc gia c ng, mang li li sng hn th phng Ty, vn xa l vi ngi chu m nht l mt nc cn t nhiu t tng phong kin l gio nh Vit Nam. - Chnh sch dn s-k hoch ho ca chnh ph s khin trong vi thp nin na lp tr s gi i v c cu dn s gi s khng l li th cho Unilever. Ngoi ra nhng gia nh m rng mc trung lu (c cu gia nh ph bin nht Vit Nam), vic chn mua mt sn phm nht l sn phm cao cp, thng c cn nhc rt k lng. V vy, nhm ny tiu th nhng mt hng chm sc c nhn (peronal care ) cao cp khng nhiu nh nhm SSWD (single-c thn, saparate-sng ring, widowego ph, divorced-li d) cc nc t bn. - Kh hu nhit i nng m khng ph hp vi mt s sn phm c xut x t cng ty m chu u. - Trong bi cnh th trng hng tiu dng cung ang ln hn cu, nhiu cng ty mi chen chn vo v cnh tranh s rt gay gt cho cng ty Unilever. Trn c s im mnh - im yu, c hi-nguy c,Unilever thc hin chin lc Marketing-mix th trng Vit Nam nh sau: a im phn phi Nm 1995, Unilever vo Vit Nam to ra mt h thng tip th v phn phi ton quc, bao qut hn 100.000 a im.Unilever a khi nim tiu th bn l trc tuyn, s dng nhn vin bn hng trc tuyn, nhng nhn vin ny c nhim v cho cc n hnh mi, giao hng v cp tn dng cho cc n hng tip theo.Cc im bn l c cp t by hng nm s dng ti a khng gian

trong ca hng v tnh bt mt sn phm. Ngoi ra, cng ty cn gip cc hng phn phi cc khon cho vay mua phng tin i li, o to qun lv t chc bn hng. Sn phm Cng ty vn dng nhng tiu chun quc t cho sn phm nhng thch nghi vi ngi tiu dng Vit Nam. H mua li t cc i tc ca mnh nhng nhn hiu c uy tn nhiu nm ti Vit Nam nh bt giet Viso, v kem nh rng P/S. Sau , ci tin cng thc ch to bao gi v tip th gia tng tiu th nhng nhn hiu ny. Bn cnh , cng ty cng tm hiu su sc nhu cu ngi tiu dng Vit Nam Vit Nam ho sn phm ca mnh. Vi tm quan trng v uy tn thng hiu, trong nhng nm qua Unilever Vit Nam c bit ch trng n vic chng hng ga bo v quyn li ngi tiu dng, bo v s hu tr te v uy tn vi thng hiu hng ho.Cc sn phm ca cng ty hin nay c thm TEM BO HNH HNG THT, hay LG CHNG HNG GI BO M HNG THT nhm gip khch hng c th nhn bit r hng gi - hng tht v mang li cm gic an tm khi s dng.

Qung b Unilever c hai mng chnh trong h thng chin lc qung b ca mnh l Above-the-line (qung b trc tip) v below-the-line (qung b gin tip) Chnh sch gi c: 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 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. Ngun nhn lc: Cng vi vic a dng ho cc hot ng sn xut kinh doanh, Unilever Vit Nam lun coi trng vic pht trin ngun nhn lc l bc t ph v cht cho s pht trin bn vng lu di, c khi x hi tin vo nn Kinh t tri thc hoc kinh t sinh hc. hiu thu o ngi tiu dng Vit Nam v pht trin h thng r gip cng ty c th bm su vo th trng, Unilever xy dng mt i ng nhn vin bn a chuyn nghip v thng xuyn ch trng n cc chng trnh hun luyn nhn vin. Quan im ca Unilever l pht trin thng qua con ngi, nn cng ty lun quan tm n quyn li ca nhn vin v sn sng h tr h trong cc lnh vc cng tc. Hin nay, i ng qun l Vit Nam thay th cc v tr ch cht trc kia do cc chuyn gia nc ngoi m nhim. Cng ngh: Vic chuyn giao cng ngh trc tip c tin hnh i vi chuyn giao my mc v h thng cng thc cng nh m bo cht lng v nhng phn tch. Nhng nh qun l ca Unilever cung cp dch

v h tr thit thc gip nhng nh sn xut tng tnh hiu qu ng thi nng cao cht lng v vng i sn phm. Thng hiu: 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 nay rt c thnhng 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. Vi chin lc Marketing trn, cng ty chim c cm tnh ca a s ngi tiu dng Vit Nam trong gn mt thp nin qua. Trong tng lai, Unilever s ra i nhiu sn phm mi l v c o hn vi hy vng vn l ngi bn ng hnh, thn thit trong sinh hot ca mi nh