Chin LcMarketing ca trung nguyn

I/ Gii Thiu V Chin Lc Marketing V cc cch ti p cn:

1. Khi Nim:Chin lc marketing l cch thc doanh nghip s lm

tc mc tiu mc tiu marketing ca mnh
2. Cch tip cn:

Ty theo mc tiu ca tng doanh nghip m s c cch tip cn khc

nhautrong vic hnh thnh chin lc marketing ca mnh.

- Theo cch tip cn sn phm- th trng th c cc chin

lcmarketing :chin lc thm nhp th trng,chin lc m rng
thtrng,chin lc pht trin sn phm.chin lc a dng ha.
- Theo cch tip cn v phi hp cc bin s marketing(marketing-
mix):chin lc sn phm,chin lc nh gi,chin lc phn phi.

II/Cc Chin Lc Marketing Ca Caf Trung Nguyn:

1. Gii Thiu s lc v Trung Nguyn:

Ra i vo gia nm 1996 -Trung Nguyn l 1 nhn hi u c ph non tr

caVit Nam, nhng nhanh chng t o dng c uy tn v tr thnh
thnghiu c ph quen thuc nht i vi ngi tiu dng c trong v ngoi
nc.Ch trong vng 10 nm, t mt hng c ph nh b nm gia th ph
c phBun M Thut, Trung Nguyn tri dy thnh mt tp on hng
mnhvi 6 cng ty thnh vin: Cng ty c phn Trung Nguyn, cng ty c
phnc ph ha tan Trung Nguyn, cng ty TNHH c ph Trung Nguyn,
cng tyc phn thng mi v dch v G7, cng ty truyn thng bn l Nam
Vit vcng ty lin doanh Vietnam Global Gateway (VGG) v i cc ngnh
nghchnh bao gm: sn xut, ch bin, kinh doanh tr, c ph; nh ng
quynthng hiu v dch v phn phi, bn l hin i. Trong tng lai, tp
onTrung Nguyn s pht trin vi 10 cng ty thnh vin, kinh doanh
nhiungnh ngh a dng.

a. Tm nhn v s mng:

Tm nhn: Tr thnh mt tp on thc y s tri dy ca nn kinh tVit

Nam, gi vng s t ch v kinh t quc gia v khi dy, chngminh cho mt
kht vng i Vit khm ph v chinh phc.

S mng: To dng thng hiu hng u qua vic mang li cho

ngithng thc c ph ngun cm hng sng to v nim t ho
trongphong cch Trung Nguyn m vn ha Vit.
 b. gi tr ct li

1. Khi ngun sng to

2. Pht trin v bo v thng hiu

3. Ly ngi tiu dng lm tm

4. Gy dng thnh cng cng i tc

5. Pht trin ngun nhn lc mnh

6. Ly hiu qu lm nn tng

7. Gp phn xy dng cng n

c. nh hng pht trin

Hin nay tp on Trung Nguyn bao gm cc cng ty: Cng ty C Phn

TM&DV G7 (G7Mart), Cng ty Vietnam Global Gateway (VGG), Cng ty bn
l truyn thng Nam Vit v cc cng ty sn xut c ph

Tp on c mc tiu pht trin mt mng li knh phn phi ni a thng

sut, bao gm khong 100 nh phn phi ni a hng u trn 64 tnh thnh
t nay n 2010, song lnh vc ch o ca Tp on Trung Nguyn vn l
mt hng c ph.

Cng ty c phn Trung Nguyn v cng ty C phn TM&DV G7 (G7Mart)

ang ro rit chun b l trnh ln sn giao dch chng khon ti Vit Nam v
Singapore.

Ngoi ra, Trung Nguyn s xy dng mt trung tm c ph th gii nh mt

thin ng c ph th gii ti Bun Ma Thut, d n bt u c khi
ng t nm 2007.

2. Theo cch tip cn sn phm - th trng:

a. Chin lc thm nhp th trng:

Cafe Trung Nguyn ti thi im ban u khi tip cn th trng Si Gn

tht bi lin tip cho n mt mc lch s vo ngy 20/8/1998 h khai
trng qun caf cho ung min ph 10 ngy. Thng qua hot ng ny
Trung Nguyn gii thiu n khch hng sn phm cafe ca mnh,ng
thi hng dn khch cch thng thc cafe theo kiu Trung Nguyn.Su
thng sau , ci tn C ph Trung Nguyn pht tri nhn c mt doanh
nghip c thm nin 20 nm ti thnh phBun M. S n nhn nhit tnh
v nhanh chng ca ngitiu dng to nn mt hin tng Trung
Nguyn trn mnht Si Gn nng ng v y cnh tranh.Trung Nguyn
duytr s pht trin y bng Tam gic chin lc-c mt qunpht trin
th m thm 2 qun lin nhng ngi qun lduy tr s kim sot ,thit
k, s phc v v cht lng cafe cc qun.Bn cnh gim chi ph qun
l v chi ph hng tnkho trong lc cn kh khn v vn. Trung Nguyn
thc hinmt cuc xm nhp th trng ngon mc nht trong lch sxy
dng thng hiu Vit Nam. C th ni, c ph TrungNguyn l mt thnh
cng k diu ca xy dng thng hiuti Vit Nam trong thi gian qua. Ch
trong vng 5 nm, t mtxng sn xut nh ti Bun Ma Thut, Trung
Nguyn cmt ti mi min t nc.

b. Chin lc m rng th trng:

Sau khi chinh phc nhanh chng th trng trong nc bngcht lng v
phong cch ring, c o ca mnh th TrungNguyn bt u a thng
hiu ca mnh ra th trng th giivi chin lc nhng quyn kinh doanh
ln u tin tisingaporevo nm 2000.Tuy nhin thnh cng ch tht s
nvi Trung Nguyn vo nm 2002 khi h xut hin Nht Bnbn cnh
400 ca hng trn tng s 6000 ca hng castarbucks tp on cafe ln
nht th gii ca M v mt lotcc nhn hiu cafe Nht cng khng km
phn nh m.Thnh cng ca Trung Nguyn Nht Bn thc s gip
nnhy vt. n nay, thng hiu Trung Nguyn c mt Nht Bn, Thi
Lan, Singapore, Trung Quc v Cng ha Sc.C ph rang Trung Nguyn
cng c mt trong siu th v ccca tim M, c, ng u, Php v Nga.
Hin ng LNguyn V ang trin khai cc hp ng nhm tm kim thphn
cho C ph Trung Nguyn ti 15 nc nh c, c,Canada, i Loan,
Malaysia, Philippin

c. Chin Lc Pht Trin Sn Phm:

Cafe sng to l sn phm c trng gn lin vi tn tui ca Trung

Nguyn.Sau khi sn phm ny c th trng chp nhn,Trung Nguyn
nhanh chng nm bt th hiu ca khchhng,u t pht trin theo chiu su
to nn mt dng snphm caf sng to bao gm nm loi v c phn
loi theonguyn liu v gu thng thc caf:

C PH SNG TO Sng to 1 - Culi Robusta: (gi 250g) Sn phm c ph

c ch bin t nhng ht c ph Culi Robusta ngon nht, mi thm nh, v
hi ng v nc pha mu nu m. Rt ngon khi dng nng hoc ung vi
sa. Thch hp vi ngi c gu thng thc c ph m.

Sng to 2 - Arabica, Robusta: (gi 250g) S kt hp ca hai loi c ph

Robusta v Arabica em n cho bn mt v m, mi thm nh, khi pha cho
nc mu nu nht. Sn phm ngon nht khi ung nng. Thch hp vi
ngi c gu thng thc c ph m va phi.

Sng to 3 - Arabica S: (gi 250g) Nhng ht c ph Arabica s n t vng

t trng c ph ni ting Bun Ma Thut, c chn la k lng to ra
mt sn phm c ph c hng thm quyn r, v nh, nc pha mu nu
nht. Pha vi sa thng thc mt ly c ph thm ngon hn. Thch hp
vi ngi c gu thng thc c ph m va phi.

Sng to 4 - Culi thng hng: (gi 250g) Hn hp c bit ca nhng ht c

ph Arabica, Robusta, Excelsa, Catimor c ch bin theo b quyt Trung
Nguyn cho ra i mt sn phm c hng thm bn, m , v m.
Ngon hn khi dng chung v i hoc sa. Thch hp vi ngi c gu
thng thc c ph m .

Sng to 5 - Culi Arabica ho hng: (gi 250g) Mt sn phm c ph c

ch bin t nhng ht c ph Arabica ho hng ca vng ni cao Lm ng,
c v rt c trng, m nh, hng thm quyn r v nc pha mu nu en.
Ngon hn khi dng chung vi . Thch hp vi ngi c gu thng thc c
ph thm v nh.

d. Chin Lc a Dng Ha:

Da trn nn tng bn sc vn ha Vit vi mang n cho khch hng s

cm nhn rt khc bit v cch thng thc c ph m lu nay h cha tng
c bit n.Trung Nguyn nghin cu v pht trin 30 loi c ph pha
ch c hng v ring bit, to ra 9 loi mc hng v khc nhau cho sn
phm ca mnh. Vi n lc ca mnh Trung Nguyn cho ra i nhng sn
phm caf thng hng nh:caf chn,mt loi cafe t nht th gii v cng
him nht th gii- xut khu sang cc nc pht trin.Hay sn phm caf
ha tan G7 c u t k lng t cch t tn,bao b sn phm,h thng
qung b.. vi tham vng chinh phc th trng 7 nc pht trin.

3. Theo Cch Tip Cn V Phi Hp Cc Bin S Marketing (marketing -

mix):
a. Chin Lc Sn Phm: Trong lc cn st v thnh cng ca nhn hiu
cafe Trung Nguyn xem chng bo ha vi d lun th btng
11/2003 Trung Nguyn cho ra i sn phm caf ha tan G7 ,chnh
thc tuyn chin vi ng ln nestcafe ang chin hn 50% th phn
caf ha tan vi phng chm nh bi cc i gia nc ngoi ti Vit
Nam trc khi ra th gii .V Trung Nguyn lm thay i cc din
th phn caf ha tan trong thi gian ngn:th phn nestcafe gim cn
45%,G7 chim 21%,phn cn li thuc v nhiu nhn hiu khc.y l
 chin lc i mi sn phm ca Trung Nguyn ngay ti thi im
sung mn nht.
b. Chin Lc nh Gi: Nht Bn l mt quc gia ni ting vi ngh thut
tr o truyn thng, bncnh th ngi Nht cng bit n caf t
rt sm (nm 1800).Chnh vvy Nht l mt th trng kh kht khe
v gu thng thc.Tuy nhin il nhng quyn Trung Nguyn ti
Nht Bn li n nh gi mi tch c phTrung Nguyn cao hn 50% so
vi Starbucks v cao hn 25% so vi cc cph ni a khc.V Trung
Nguyn gt hi c thnh cng ngay ti th ToKyo to nn
bc nhy thn k cho Trung Nguyn trn ng hinhp,lm n by
pht trin h thng nhng quyn mt lot cc ncpht trin
khc.
c. Chin Lc Phn Phi: Ni n h thng phn phi ca Trung Nguyn
th khng th khng nhcn nhng quyn kinh doanh,mt chin
lc gp phn to ln vomng li phn phi ca Trung Nguyn.Nm
2006 Trung Nguyn chora i 500 siu th miniG7 Mart- H thng
phn phi G7mart c xydng da trn nn tng nhn lc, ti lc,
gi tr thng hiu ca Cng tyc ph Trung Nguynv 70 trung tm
phn phi trn c nc gp thmvo h thng phn phi hng hu ca
Trung Nguyn.T y s pht trinthnh cc trung tm thng mi,i
siu th.
d. Chin Lc Truyn Thng C ng: C th ni thnh cng ca Cafe
Trung Nguyn l nh mt phn to lnca truyn thng, c ng.Hat
ng qung co ca trung nguyn lkhng nhiu,hiu qu tht s m
Trung Nguyn t c l nh PR-quanh cng chng da trn nn
tng gi tr ct li m cng ty hngn.Trung Nguyn thi hn dn
tc vo logo v slogan ca mnh,cao tnh t tn dn tc trong tng
sn phm.Chnh v vy m TrungNguyn nhanh chng c c lng
tin ca ngi tiu dng.V slogan Khi ngun sng to tr nn
quen thuc khng ch vi nhng ngi lm trong cc lnh vc lin quan
n sng to Ni bt l doanh nghip Vit Nam u tin thc hin
nhng quyn thng hiu ,chin lc ny pht huy tc d ng
mnh m,lm hnh thnh h gi tr ca chui qun nhng quyn
Trung Nguyn:

NI HI T CA NHNG NGI YU V AM M C PH"

Thng ip ny c th hin qua rt nhiu yu t ti h thng qun, tp

trung vo cc vn :
1. Am hiu, am m c ph
- Ch phc v nhng loi sn phm c ph cht lng c bit nht
- S dng nhng cng ngh hin i nht & B quyt Phng ng c
bit
- i ng phc v c o to v am hiu k lng v c ph cng vi
mt tinh thn c ph mi.
2. Khng gian c bit em li ngun cm hng cho sng to

Cng vi trit l c ph v s sng to v pht trin bn vng, khng gian

qun c ph s c thit k mang li cho ngi yu c ph s thoi mi,
tin dng khuyn khch ti a kh nng t duy v sng to nhm t c
nhng thng hoa, thnh cng trong cuc sng.

3. Khng gian chia s v kt ni nhng am m Trung Nguyn Coffee Ni

hi t ca nhng ngi yu v am m c ph Cho nhng ngi am m
c ph, qun c ph Trung Nguyn s l ni gp g, s chia nhng s vui
bun, thnh cng trong cuc sng ca tt c mi ngi n t khp ni
trn ton th gii. Bt k h l ai, da trng hay da nu, ngi giu hay
ngi ngo; ngi theo trng phi, tn gio no hay thuc ng phi
chnh tr no. Tt c s cng nhau bn mt khng gian c ph nng m s
s chia, s chn thnh hng th gii n mt s an bnh, hi ha hn.

4. Hin nay,c ph Trung Nguyn m ra cc khng gian vn ha ti cc qun

ca mnh p ng nhu cu thng thc vn ha: Khng gian C Ph
Th By s t chc cc hot ng trin lm, sinh hot, giao lu ngh thut
bao gm cc lnh vc: sch, vn hc, hi ha & nhip nh, in nh & sn
khu, m nhc, kin trc, chng trnh gp g & i thoi vi s tham gia
ca cc nh vn ha, khoa hc, tr thc trong mi lnh vc . c bit, n
khng gian C Ph Th By nhng cng chng yu ngh thut cn c
thng thc, khm ph mt th vin sch vi hn 200 u sch tinh hoa
thuc nhiu th loi: trit hc, tiu thuyt, sch nghin cu chuyn su
trong nhiu lnh vc Mt th vin cng c vi cc t in chuyn ngnh
cng ang c u t xy dng kh phong ph v chuyn bit. ng
thi, mt th vin phim nh s vi b su tp phim vi hn 4,000 a
phim kinh in cc loi ca mi thi i ca Vit Nam, th gii v mt
phng chiu phiu mini trang b hin i c u t xy dng ti khng
gian C Ph Th By. y l mt trong nhiu ti sn qu gi m khng
gian C Ph Th By ch ng u t, su tm nhm em n cho tt c
khc gi yu ngh thut ti thnh ph H Ch Minh mt mn n tinh thn
c o v c sc trong chng trnh in nh 5 sao vo ti ch nht
mi tun.
 III/Kt Lun: Vi tt c nhng g v ang lm c, ng L Nguyn V
gp phn tip sc nhng ht c ph thm m s nhc nhn ca
ngi nng dn Vit Nam c chp cnh xa hn, chinhphc th trng th
gii bng hng v m v mang m bn sc vn ha ca dn tc.

||
 |
|  | 


Trong nhng nm gn y, sc cnh tranh gia hng ho Vit Nam v hng

ho 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 nhng 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 u Sunsilk, bt git Omo, v.v y khng ch l mi
e da 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 mt 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 i a nhng im mnh vn
c ca mnh cng nh pht huy c nhng c hi ca th trng mang
li ngun 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. im mnh ca cng ty

o c s h tr ca tp on Unilever ton cu nn c nn ti chnh vng

mnh.

o 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

o 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 thc tnh truyn thng trong sn phm nh du gi u b kt,
kem nh rng mui. Cng ngh hin i k tha t Unilever ton cu, c
chuyn giao nhanh chng v c hi u qu r rt.

o Gi c tng i chp nhn c, trong khi cht lng rt cao, khng thua
hng ngoi nhp.

o Mi trng vn ho doanh nghip mnh, i ng nhn vin tr thc v c

tinh thn trch nhim v mc tiu chung ca cng ty, c bit cc quan h vi
cng chng rt c ch trng ti cng ty.

2. im yu ca cng ty

o Gn y, Unilever phi ct gim ngn sch t nhiu do nhng kh khn

m s kin 11-9 gy ra cho nn kinh t th gii.

o Cc v tr ch cht trong cng ty vn do ngi nc ngoi nm gi.

o Vn cn nhng cng ngh khng p dng c ti Vit Nam do chi ph cao,

v vy phi nhp khu t nc ngoi nn tn km chi ph v khng tn dng
c ht ngun lao ng di do v c nng lc Vit Nam.

o Gi c mt s mt hng ca Unilever cn kh cao so vi thu nhp ca

ngi Vit Nam, nht l nhng vng nng thn.

o 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.

3. C hi t cc yu t mi trng bn ngoi

o Ch trng ca cc b ngnh Vit Nam l cng thng nht xy dng nn

kinh t Vit Nam theo xu hng cng nghip ha, hin i ha; trong u
tin thu ht u t nc ngoi, c bit t cc cng ty xuyn quc gia v a
quc gia nh Unilever tng ngn sch.

o Th trng trong nc (bn bun, bn l, lu chuyn hng ho) pht

trin hn nhiu. V c s h tng cc thnh ph ln, nht l TPHCM v
ang c u t thch ng, trc mt l ngang bng vi cc nc trong
khu vc.

o Trong bi cnh khng b, chin tranh, dch bnh , v.v.. thi gian qua, nn
chnh tr Vit Nam c nh gi l n nh v c bu chn l mt trong
nhng im n an ton nht khu vc chu -Thi Bnh Dng ni ring, v
mang li s an tm cho cc nh u t nc ngoi.
o 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.

o Khch hng mc tiu ca nhiu sn phm m Unilever Vit Nam kinh doanh
l gii tr th h X (nhng bn tr tui t 18-29), hin c phn t lp v
phng khong, t tin hn th h trc. H s l ngi a ra quyt nh cho
phn ln cc vn trong cuc sng, bao gm vic chn mua nhng sn
phm hng tiu dng.

o Vit Nam l mt quc gia t do v tn gio nn vic phn phi, qung co

sn phm khng phi chu nhiu rng buc qu kht khe nh nhiu nc
chu khc.

o Vit Nam c c cu dn s tr v ph bin m hnh gia nh m rng (gm

c ng b, c ch, v.v), to nhiu c hi cho Unilever v y chnh l khch
hng mc tiu ca cng ty.

o Vit Nam nm v tr tng i thun li trong khu vc, c ng b bin

di, nhiu cng bin ln thun li cho vic xut khu hng ho khi cng ty
Unilever bt u ch trng n xut khu trong tng lai gn.

o 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

o Tc tng trng kinh t ca Vit Nam cn thp cho thy kh nng tiu
th sn phm cao.

o Ti chnh, tn dng 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.

o 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 xem l
xa x phm m Unilever ang kinh doanh nh kem d ng da, sa tm,
o 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 nhiu bt bnh trong ngi
ln tui, nghim khc Mt s kin cho rng chnh cc cng ty a quc
gia c ng, mang li li sng hng 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.

o Chnh sch dn s - k hoch ha ca chnh ph s khin trong vi thp

nin na, lp tr s gi i v c cu dn s gi s khng cn 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 (personal care) cao c p khng nhiu nh nhm
SSWD (single - c thn , separate - sng ring , widowed - go ph,
divorced - ly d) cc nc t bn.

o Kh hu nhit i nng m khng ph hp vi mt s sn phm c xut x

t cng ty m chu u.

o 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 nhng im mnh - im yu, c hi - thch thc, cng ty

Unilever thc hin chin lc Marketing quc t vo th trng Vit Nam
theo Marketing Mix 4P

1. a im phn phi (Place)

Nm 1995, Unilever vo Vit Nam v quyt nh 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 n tng ca
hng bn l theo tuyn, nhng nhn vin ny c nhim v cho cc n hng
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 ca h v tnh bt mt sn phm. Ngoi ra, cng ty cn gip cc
hng phn phi dn xp cc khon cho vay mua phng tin i li, o to
qun l v t chc bn hng.

2. Sn phm (Product)
Cng ty vn dng nhng tiu chun quc t cho sn phm nhng thch
nghi vi nhu cu ca ngi Vit Nam. H mua li t cc i tc ca mnh
nhng nhn hiu c uy tn t nhiu nm Vit Nam nh bt git 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 ha sn phm ca
mnh, v d nh du gi Sunsilk cha thm chit xut t cy b kt - mt loi
du gi u dn gian ca Vit Nam; v nhn hiu ny cng thnh cng rt
ln chim 80% doanh s ca nhn hiu du gi Sunsilk.

Ngh nh ngi Vit Nam chnh l cch hiu ngi tiu dng Vit Nam
thch g, cn g t lm ra nhng sn phm ph hp vi h, ng Michel
gii thch thm. c c nhng sn phm tho mn th hiu ngi tiu
dng, cng ty xy dng mt i ng nhn vin bn a chuyn nghip,
hiu bit tng tn tp qun vn ho kinh doanh v s thch ca ngi Vit
Nam. Ni khng ngoa, tr v kem Walls c mt khp th gii nhng nu ra
khi Vit Nam th khng th tm u ra loi tr xanh v Bc, tr li Cy a, kem
u xanh, hoc kem khoai mn da, nhng sn phm c hng v c trng
ca Vit Nam.

Vi tm quan trng v uy tn ca thng hiu, trong nhng nm qua Unilever

Vit Nam c bit ch trng n vic chng hng gi bo v quyn li
ngi tiu dng, bo v s hu tr tu v uy tn vi thng hiu hng ho.
Cc sn phm ca cng ty hin nay c thm TEM BO M HNG
THT, hay LOGO CHNG HNG GI BO M HNG THT nhm gip
khch hng c th nhn bit r rng hng tht - hng gi v mang li cm
gic an tm khi s dng.

3. Qung b (Promotion)

Cng nh nhng cng ty hng tiu dng pht trin nhanh khc, Unilever Vit
Nam 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).
Above-the-Line l nhng hot ng qung b sn phm trn truyn hnh, bo
ch nhm t mt hay mt s mc ch nht nh nh thng bo cho ngi
tiu dng bit sn phm mi, hng dn s dng sn phm, v.v Chnh nh
chin dch qung co trc tip ng lc, ph hp, kp thi, Unilever Vit Nam
i c nhng bc tin di trn th trng ch trong thi gian ngn.
Cn Below-the-Line l tt c nhng hot ng qung b khng qua cc
phng tin truyn thng (theo M.Christopher, Marketing Below -the-Lines,
George Allen & Urwin, London) hay ni cch khc l hot ng bn
hng ph, kt hp gia bn hng trc tip (personal selling) v qung co
thnh mt ngun lc mang tnh thuyt phc hiu qu (theo J.F. Engel, H.G.
Wales v M.R. Warshaw, trong Promotional Strategy, R.D Irwin, Homewood,
Illinois.) Song trn thc t, chng trnh Below-the-Line Promotion phi da
vo qung co trn cc phng tin i chng v phi da vo nhng mc
tiu nhm n, vo bn cht ca sn phm, loi knh phn phi s dng v
khch hng mc tiu. C th, l cc hnh thc ph bin thng thy nh
gim gi, coupon, tng km di nhiu hnh thc, i v sn phm ny c
tng sn phm khc, tng mu dng th cho khch hng, chng trnh
khuyn mi rt thm hoc co trng thng nhng phn qu c gi tr, ti tr
cho cc cuc thi v nhng chuyn mc trn truyn hnh Nhng hot ng
nh vy to dng c hnh nh cc nhn hng (brand imge) ca
Unilever ni ngi tiu dng.

4. Chnh sch gi c (Price)

Nhn bit 80% ngi tiu dng Vit Nam sng vng nng thn c thu nhp
thp, Unilever Vit Nam ra mc tiu gim gi thnh sn xut nhm em
li mc gi c hp l cho ngi tiu dng. Cng ty da vo cc doanh
nghip nh a phng tm cc nguyn liu ti ch thay th mt s loi
phi nhp khu; iu ny va gim c chi ph mua hng va ng thu
nhp khu t hn.

Ngoi ra, cng ty cng phn b vic sn xut, ng gi cho cc v tinh ti cc

khu vc Bc, Trung, Nam gim chi ph vn chuyn v kho bi. Unilever
cng thc hin chnh sch h tr ti chnh gip cc doan h 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.

5. Con ngi (People)

Ngoi 4P truyn thng ca Marketing Mix, phi k n mt P khc khng km

phn quan trng m Unilever v ang tip tc pht huy, l nhn t con
ngi.

Cng vi vic a dng ha 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.

Trong thi gian hat ng ti Vit Nam, bn cnh chnh sch pht trin ngun
nhn lc, Unilever lun i u vi nhiu hot ng nhn o v pht trin
cng ng. thc y v vai tr ca mnh trong vic pht trin x hi Vit
Nam, cng ty chi khng t cho cc cam kt nhn o, ch yu tp trung
vo cc lnh vc y t, gio dc, xa i gim ngho v phng chng thin tai
nh chng trnh P/S bo v n ci Vit Nam, chng trnh Lifeboy
phng chng bnh phong hay chng trnh Vim din n v sinh gia nh,
phng dch, v.v

K tc bc ng pht trin thn tc ca hm qua, k vng ca Unilever

Vit Nam ngy mai l: Hon thin nhu cu sc khe v v p ca mi gia
nh Vit Nam, xy dng mt doanh nghip ton din, thnh t v uy tn,
hot ng sn xut hiu qu, to dng nhiu li ch thit thc cho ngi tiu
dng, nhn vin, i tc v c ng, pht huy trch nhim x hi ng gp
tch cc cho cc hot ng pht trin cng ng.

Vi chin lc Marketing trn, cng ty Unilever chi m c cm tnh ca

i a s ngi tiu dng Vit Nam trong gn mt thp nin qua. Trong
tng lai, Unilever s cho 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