I. Khch hng ca TH true milk 1.

1 Khch hng v phn loi khch hng Khch hng ca cng ty TH true milk Khch hng ca cng ty TH true milk l mt tp hp nhng c nhn, t chc... C nhu cu s dng sn phm hay phn phi sn phm ca cng ty. Mi quan h ca ngn hng vi khch hng l mi quan h hai chiu, to iu kin cho nhau cng tn ti v pht trin. Phn loi khch hng ca cng ty: bao gm cc nhm sau: + Khch hng l ngi tiu dng sn phm ca cng ty, c nhu cu s dng v mong mun c tha mn nhu cu ca mnh. + Khch hng l t chc: l nhng nh phn phi, nh bn bun, nh bn l, i l ca cng ty, s dng sn phm ca cng ty lm chc nng phn phi li sn phm. 1.2 Nhn din khch hng nhn din c khch hng ca cng ty mnh, h thng phn mm ngoi vic cn thu thp c nhng thng tin c bn v pha khch hng th cn thu thp cc d liu: a- D liu khch hng Khch hng c nhn Khch hng t chc Thng tin nhn khu hc. Thng tin m t: Tn khch hng, a ch, in thoi/Fax, Email/Website... Thng tin Thng tin giao dch: doanh thu, LCV D liu v hnh vi Thng tin phn hi t nhng tc ng Marketing: kh khn ca khch hng, yu cu ca khch hng, mong mun ca khch hng. Thng tin c bn v kh nng ti chnh Thng tin: H tn, chc v, ngy sinh, a ch, in thoi

Loi sn phm s dng v tng tc. Loi sn phm s dng v tng tc. c th thu thp nhng thng tin nh vy th cng l 1 iu hon ton d dng, v c th tn dng nhng thng tin giao dch trong qu kh m cng ty thu thp c, ngoi ra do cng ty thng xuyn t chc cc cuc tip xc trc tip vi khch hng, t chc cc hi ngh khch hng nhm thu thp cc kin khch hng, thm d khch hng qua phiu thm d. b- D liu v trin vng ca khch hng L d liu khng phi thu thp v khch hng m l mi trng tn ti xung quanh khch hng, trin vng tng mt ca cng ty v v tr ca sn phm cng ty khc, trin vng c trng ring ca ngnh. C th thu thp bng cch ly kin ca cc chuyn gia, phng tin thong tin i chng 1.3 Phn bit khch hng Phn loi hiu qu nht cn c da trn gi tr kinh doanh lu di (LTV). Cng ty TH true milk phn loi khch hng t chc da trn gi tr kinh doanh. Gi tr kinh doanh s cho ta cu tr li khch hng no mang li nhiu li nhun nht, li nhun trung bnh v li nhun t nht hin ti v tng lai cng nh s an ton v ri ro m khch hng c th mang li. M hnh ton li ch m khch hng mang li cho cng ty da vo giao dch trong qu kh v hin ti i vi tng loi sn phm. Sau cng ty Th true milkd on nhu cu ca khch hng bng cc phng php nh lng hoc nh tnh. + Phng php nh tnh: Ly kin ca nh qun tr. Ly kin ca nhn vin. Ly kin khch hng. + Phng php nh lng: Da vo gi tr kinh doanh m khch hng mang li ta c th v biu xu hng, khuynh hng m khch hng s tiu dng trong tng lai. Sau kt hp c 2 phng php, cng ty c th bit c khch hng no l khch

hng tim nng ca cng ty t c nhng chin lc gia tng gi tr khch hng tim nng ny. Cn i vi khch hng c nhn, th theo kin thc v thng tin thu thp c ca nhm th ngoi trang web chnh thc ca cng ty, cng ty cha c mt phn mm no tip cn, thu thp thng tin ca cc khch hng c nhn ny, trong khi khch hng c nhn l khch hng tiu dng sn phm cui cng v nhng nhu cu ca khch hng ny cn phi c nm r nht cng ty c nhng chin lc p ng nhm duy tr lng trung thnh ca khch hng. 1.4 Tng tc vi khch hng. Phi m bo nguyn tc dng thng tin 2 chiu trong trit l one-to-one marketing. l vic to mt knh thng tin gia khch hng v cng ty. c bit, i vi cc khch hng mc tiu, vic thng xuyn phi chuyn cc thng tin nh v sn phm mi, thng bo l ht sc cn thit. C nhiu hnh thc tng tc: trc tip, in thoi, th, fax, Internet, phiu thu thp. nh gi tng trng s ca cc hnh thc tng tc trn bng cch cho im v c c h s ring cho tng hnh thc. Nh vy, mi hnh thc tng tc u c Qun tr quan h khch hng u v nhc im khc nhau, v i vi cc khch hng mc tiu, c th s dng phi hp cc hnh thc c im s trung bnh cao. Cc hnh thc c s im thp hn c th s dng thu thp nhng d liu ca cc khch hng khng nm trong s khch hng mc tiu. Cng ty TH true milk thng s dng cc hnh thc nh: trc tip tip xc, in thoi, th, fax tip xc vi khch hng t chc. Cn khch hng c nhn th cng ty ch yu da vo Internet ( tc l trang web ca cng ty) tng tc vi khch hng. 1.5 Phc v theo nhu cu ca khch hng Vinamilk cung cp cho th trng nhiu chng loi sn phm a dng v phong ph. S khai thc trit th trng ni a l yu t v ng lc pht trin sn phm phong ph, a dng v mnh m, cng nh xy dng mt thng hiu c nn tng pht trin bn vng cht lng- ton din. Chn l gi tr thng hiu ca Vinamilk l chnh sch cht lng: Lun tha mn v c trch nhim vi khch hng bng cch a dng ha sn phm v dch

v, m bo cht lng, an ton v sinh thc phm vi gi c cnh tranh, tn trng o c kinh doanh v tun theo lut nh. Mt mong c tht n gin ca Vinamilk l em 9 nh my vi cc h thng qun l theo cc chun mc quc t v hn th na ch phc v cho mt i tng l ngi tiu dng. T khi bt u i vo hot ng, Cng ty xy dng h thng phn phi rng nht ti Vit Nam v lm n by gii thiu cc sn phm mi nh nc p, sa u nnh, nc ung ng chai v caf cho th trng. Cng ty s hu mt mng li phn phi rng ln trn c nc, l iu kin thun li TH true milk a sn phm n s lng ln ngi tiu dng. Sn phm c ch bin t nhng nguyn liu ph hp theo tiu chun HACCP v an ton v v sinh thc phm. Vi S mnh ca TH true milk l khng ngng a dng ha cc dng sn phm, m rng lnh th phn phi nhm duy tr v tr dn u bn vng trn th trng ni a v ti a ha li ch ca c ng Cng ty TH true milk mong mun tr thnh sn phm c yu thch nht mi khu vc, lnh th. V th TH true milk tm nim rng cht lng v sng to l ngi bn ng hnh ca TH true milk. TH true milk xem khch hng l trung tm v cam kt p ng mi nhu cu ca khch hng