Mc lc

Trang Li m u Logo ca sn phm Chng 1: Tng quan v sn phm v th trng 1)i nt v sn phm 2) i nt v th trng 02 03 04 05 06

Chng 2: Thc trng v sn phm trn th trng 2.1) Phn tch th trng 2.1.1) Thc trng 2.1.2) Th hiu 2.1.3) Kh nng p ng 2.2) Phn tch t khch hng 2.3) Phn tch i th cnh tranh 2.4) Phn tch tnh hnh cng ty 2.4.1) im mnh ca cng ty 2.4.2) im yu ca cng ty 2.5) Cc yu t bn ngoi 2.5.1) C hi t cc yu t bn ngoi 2.5.2) Thch thc t cc yu t bn ngoi

06 06 06 06 07 07 09 11 12 12 13 13 13

Chin lc marketing mix th trng VN

14

+Phiu thm d kin khch hng +Kt qu thm d

16 18

Chng 3: nh gi chung v kin ngh 3.1) nh gi chung 3.2) Kin ngh Kt lun : Ti liu tham kho

20 20 21 22 23

LI M U
Trong thi i cng nghip ho, hin i ho t nc v c bit khi Vit Nam tr thnh thnh vin chnh thc ca t chc thng mi th gii WTO th vic mua bn, trao i hng ho ngy cng c ch trng v quan tm. Ngi tiu dng ngy cng c nhiu s la chn, nhiu c hi tm cho mnh mt loi sn phm ph hp nht v gi c li phi chng. Mi ngi, c l khng ai l khng bit n sn phm bt git OMO ca tp on Unilever. V chng ta cng bit rng khi mt thng hiu chim c khi c ca ngi tiu dng th ch n cho n l chim tri tim ca h. iu ny ng vi OMO- thng hiu bt git dn u ti th trng Vit Nam . y l mt trong nhng l do quan trng u tin thu ht em tm hiu v nghin cu v sn phm ny. Trong x hi hin i ngy nay, i vi mi gia nh, bt git l mt trong nhng sn phm tiu dng thit yu. iu kin sng cng pht trin th nhu cu ca con ngi v nhng sn phm hon thin cng tng ln. Theo em , OMO p ng tt c phn no mong mun ca khch hng v cht lng sn phm. Mt sn phm mun ng vng trn th trng, mun to c nim tin v cht lng ngi tiu dng khng phi l iu d dng . Song, OMO lm c iu y. V gi y, sn phm ny , ang v s cng khng nh thng hiu ca mnh trn th trng Vit Nam v nc ngoi. Trn y l mt vi l do ch yu em chn OMO l sn phm tm hiu

cch thc marketing v sn phm OMO ca tp on Unilever OMO hin ang l mt sn phm c thng hiu mnh song v i th cnh tranh khng phi l khng c. V vy mc tiu nghin cu ca em trc tin l kho st thc trng khch hng, tnh hnh ca cng ty. T tm ra cc u, nhc im v cc i th cnh tranh tm ra gii php,v vic nghin cu ny rt cn thit c th gi vng v tr ca OMO trn th trng. Qua hiu bit ca bn thn v cc knh thng tin nh internet,em chn ti Marketing sn phm OMO trn th trng Vit Nam lm ti tiu lun ca mnh. Ni dung tiu lun ca em gm 3 phn chnh: - Chng1: Tng quan v sn phm v th trng. - Chng 2: Thc trng v sn phm trn th trng Vit Nam . - Chng 3: nh gi v kin ngh. y l ln u tin thc hin ti ny nn chc chn em khng trnh khi thiu st. Knh mong C gp tiu lun ca em hon thin hn,cng nh em c th rt kinh nghim cho nhng ln sau. Em xin chn thnh cm n C! Logo sn phm:

Unilever-Tp on hng u v hng tiu dng Nam ti Vit Nam-danh hiu Rng Vng Vit Nam nhiu nm lin.

OMO-nhn hiu Bt Git hng u ti Vit

Chng 1:Tng quan v sn phm v th trng.

1)i nt v sn phm
Unilever l mt tp on ca Anh v H Lan,ni ting th gii trn lnh vc sn xut v cc sn phm tiu dng nhanh bao gm cc sn phm chm sc c nhn v gia nh,thc n,tr v ung t tr.Cc nhn hiu tiu biu ca Unilever c tiu dng v chp nhn rng ri trn ton cu nh:Lipton,Knorr,OMO,Lux,Vim,Dove,Closeup,Sunsilk,Clear,Ponds,Hazeline, Vaseline,.vi doanh thu hng triu cho mi nhn hiu v ang chng t Unilever l mt trong nhng cng ty thnh cng nht trn th gii trong lnh v kinh doanh chm sc sc khe ngi tiu dng.Cng vi Proctol & Gambe (P&G),Unilever hin ang thng tr khp th gii v cc sn phm ny. Vi mt lot cc sn phm t tr cho n kem, du gi u, kem nh rng, Unilever c trong tay nhng nhn hiu ni ting nht th gii: Lipton, Hellmans, Ragu, Rama, Magnum, Bertolli, Knorr, BirdEyes, Slim-Fast, Dove, Pond, Signal, Close-up, Surf v OMO, v cng ch l mt con s nh

trong tng s cc nhn hiu ca Tp on. Unilever c hn 265.000 nhn vin lm vic trong hn 500 cng ty ti 90 quc gia trn th gii, ngoi ra, hng ny cn c mt trn th trng ca 70 quc gia khc.Unilever Vit Nam hin nay c 5 nh my ti H Ni,C Chi.Th c va khu cng nghip Bin Ha.Cng ty hin c h thng phn phi bn hng trn ton quc thng qua hn 350 nh phn phi ln v hn 150.000 ca hng bn l.Hin nay cng ty t mc tng trng khong 35-40% v tuyn dng hn 2000 nhn vin. Ngnh sn xut thc phm ca Unilever ng th hai th gii ch sau Nestl. OMO-sn phm bt git- l mt trong nhn hiu ni ting ca Unilever mang li nhiu danh ting cho tp on ny .Khng ch ni ting trong nc m trn quc t,sn phm ny ang l thng hiu bt git c a chung .Ngay sau khi i vo th trng Vit Nam t nm 1995,sn phm OMO cng cc sn phm ni ting nh Susilk,Dove,Ponds c gii thiu rng ri vi c u th v cht lng v gi c ph hp vi ngi Vit,nn nhanh chng tr thnh mt hng c tiu dng nhiu nht ti Vit Nam,cng vi cng ty Unilever nhanh chng c li v thu c li nhun khng nh.Sn phm ny thc s n su vo trong suy ngh v c cn nhc u tin khi ngi Vit Nam mua hng tiu dng cho chm sc c nhn v gia nh.OMO c bit n trn rng khp phm vi c nc v cc chi nhnh.i l bn bun,bn l mc ln nhanh chng vi tc ng kinh ngc.Sn phm bt git OMO cng vi 1 s sn phm nh Sunsilk,Ponds. nhanh chng lm m rng th trng ca Unilever.Nu nh nm 1996 khi cng ty ch c khong hn 30.000 i l phn phi c bn bun ln bn l trn khp c nc th ch trong vng 5 nm con s ny tng gp 5 ln t ti 150.000 v i l,hnh thnh nn 1 mng li rng khp trn phm vi quc gia.Sn phm OMO thc s n vi tay ngi tiu dng trn c nc,t nhng ni xa xi ho lnh nht ngi ta cng bit ti OMO nh 1 sn phm git ty s 1 Vit Nam.(kt qu c dch t trang web:unilever.com) 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,khng nh l cng ty kinh doanh thnh t nht ti Vit Nam.Dng sn phm bt git OMO khng ch c uy tn trong nc m trn th gii sn phm ny lun c th phn rt cao.Hin nay sn phm OMO rt a dng v chng loi ,l sn phm u tin a ra dng sn phm bt git dnh cho my git.OMO ha hn mang nhiu phong cch mi th hin v th ca Unilever trong thi bui hi nhp. Sn phm bt git OMO c bn trn ton quc,c phn phi bi tp on Unilever a ch lin h: C s ti H Ni:233B Nguyn Tri Thanh Xun H Ni,Vit Nam . C s ti thnh ph H Ch Minh:L A2-3 KCN Ty Bc C Chi,x Tn An Hi,huyn C Chi,Tp H Ch Minh,Vit Nam Email:Unilever@yahoo.com hoc tuvankhachhang@unilever.com in thoi lin h:ti H Ni :04-38583383.

ti Thnh ph H Ch Minh:08-82336607

2)i nt v th trng:

Ngay t khi mi xm nhp vo th trng Vit Nam,Unilever tin hnh phn tch mi trng kinh doanh ca cng ty ti Vit Nam mt cch k cng lm c s cho vic ra chin lc kinh doanh ca mnh.Mt quc gia c chnh tr n nh,ngi dn c s nhn thc tt v u t trc tip nc ngoi v coi trng nhng cng ty ny nh Vit Nam,th vic u t kinh doanh lu di ti y l hon ton c c s.Th na,ngi Vit Nam d chp nhn nhng g l mi m c quan im cch tn ,c thi cho n nhng ci mi,min l ph hp vi cch sng v t duy.S thch v thu nhp ca ngi Vit cng rt a dng,rt ph hp vi cc chng loi sn phm phong ph ca cng ty.Ngoi ra ,tnh t m v tin vo qung co ca ngi Vit cng l mt c im gip cho Unilever c cch nhn nhn ng v th trng ti Vit Nam. Chnh v vy m Unilever phi i din vi khng t kh khn,nht l lut php ca Vit Nam cn nhiu rc ri gy nhiu iu kh hiu.Thu nhp ca ngi Vit ch yu l trung bnh ,v thp,khng cao nh cc nc khc.Bn cnh i th chnh l P&G trn phm vi ton cu cng tin hnh xm nhp vo th trng Vit Nam vi nhng sn phm ch lc ca mnh nh Tide v Patene,Rejoice.l nhng sn phm cnh tranh trc tip vi cc sn phm m cng ty tung ra ngoi th trng c v gi c v v cht lng sn phm.V cng ging nh trn th trng cc nc khc Unilever cng ang phi i mt vi thch thc rt ln l lm th no cnh tranh 1 cch thng li vi cc cng ty i th.Phn tch tnh hnh ca Vit Nam,Unilever c chin lc phc v i a s nhng ngi tiu dng trong x hi.

Chng 2: Thc trng v sn phm trn th trng

1)Phn tch th trng -1.1.1: Thc trng 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. 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 hng. -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 .

2)Phn tch t 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 OMO hng ngn hoa. OMO nh bt 99%vt bn. OMO matic

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 tc 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 2 thng hiu u mnh v d nh,d gi.Tuy nhin ngi tiu dng chn OMO v khi ni tn gy c hng th ca h hn,cn khi ni tn Tide th ngi dn mnh hi ngi

Tuy nhin gi ca OMO vn cao.V do ,ngi tiu dng nng thn thng mua V Dn v gi r hn nn OMO c t th phn hn nng thn. Thi quen v hnh vi ca ngi tiu dng mc mua hng l 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.

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 im ca nhn hiu bt git Omo so vi Tide, V dn:

Sn phm

Cht lng

An ton cho Tn gi da Bnh thng n gin,d nh

gi

Qung co

Khuyn m

Omo

Tt

Hay ,nhiu ,hp dn Nhiu ,h

Tide

Tng i

Bnh thng Tng i d t nh,khng c nh gi cao. Tng i Gn gi vi R ngi dn Vit

Nhiu

Nhiu

V dn

Bnh thng

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 doanh 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.OMO qu quen thuc vi khn gi Vit Nam khi xem cc chng trnh trn truyn hnh c s ti tr ca cng ty nh: Chic nn k diu, nh ch nht..mt ip khc m ngi xem lun cm thy quen thuc khi xem chng trnh ny l .chng trnh do OMO,Clear.ng ti tr. Ngi tiu dng b cun vo cc li mi gi hp dn mi 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 hng. 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% t 14.500 cho gi 1,5kg xung cn 11.000 . Ngay lp tc doanh s ca Tide tng vt. Khng chu ngi yn, OMO lp tc gim gi xung 20% t 7.500 cho 1/2kg xung cn 5.500. 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 gim 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.. Unilever VN tip tc thnh cng khi khng nh sc mnh git ty ca bt git nhn hiu OMO.Nu nh trn truyn hnh va pht qung co v 1 loi bt git c tn l OMO mi cha c lu th khong 1 thng sau li c thm qung co v 1 loi OMO c ci tin vi cng thc c o v Cht lng ngy cng tt hn,iu ny cng ngy cng kch thch ngi tiu dng dng th cc sn phm v tiu dng vi tc kinh ngc. Do vy, i th Proter & Gamble VN( P& G) phi chuyn hng cho 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 Unilever 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 Unilever. . Khi Omo cn nh v l trng sch th Viso c hiu nh

mt loi bt git r tin dnh cho ngi tiu dng bnh dn. Cn khi Omo tin n mt tm nh v cao hn nh by gi th ta d dng nhn thy Viso cng c nng cp vi dng sn phm Viso trng sng, c tnh c nh v l trng sng nhm cn vo th phn ca Tide. Bn cnh vn tip tc duy tr dng sn phm cp thp Viso chanh. Trong khi i th Tide ca h t ra kh thn trng v bo th (m hnh nh y l c tnh ca P&G th phi) trc chin lc marketing linh hot ca hai nhn hng kia. Bng chng l h vn ung dung rung i thng thc TVC theo m tp c rch ngc nhin cha?. Trn th trng hin nay 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. 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. -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 thc tnh 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.

-L mt cng ty a quc gia v hot ng trong nhiu lnh vc,trong ch yu kinh doanh v tiu th mt hng ha m phm v n ung.Chnh v vy khi xm nhp vo th trng Vit Nam v hot ng vi t cch l cng ty u t trc tip nc ngoi.cng ty xc nh r rng mnh l nh sn xut v tiu th cc sn phm chm sc c nhn v gia nh hng u ti Vit Nam. -Bn thn cng ty l ngi nm gi cc cng ngh ngun trn phm vi th gii v vic sn xut cc sn phm tiu dng. -Cng ty c c thun li l gi nhn cng lao ng v chi ph nguyn vt liu rt r ti Vit Namcng ty c th sn xut ra cc sn phm c cht lng tt vi chi ph thp,phc v i a s ngi dn Vit Nam -C cch nhn nhn ng n v th trng Vit Nam . - 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. -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 do 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. 5)Cc yu t mi trng bn ngoi: -5.1 C hi t cc yu t 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 nh cho 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 - 5.2 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 cn cha thc s cao. - Ti chnh, tn dng ca Vit Nam ang 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, widowe-go 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. Qua phn tch thun li v thch thc,OMO-Unilever a ra cho mnh 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 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 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 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 HNH HNG THT, hay LOGO 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 th nhng 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.

***Sau y l mu THM D KIN KHCH HNG V BT GIT (ly t ngun Internet) Xin cho chng ti ang thc hin mt cuc nghin cu v hnh vi ca khch hng i vi sn phm bt git. Knh mong anh ( ch ) b cht thi gian tr li gip nhng cu hi sau bng cch nh du (x) vo nhng di y. H tn: ...................................................... Gii tnh: Nam N a ch:...................................................... S in thoi:............................................. I/ Thng tin v sn phm v kin ca khch hng Cu 1a: Anh (ch) tng s dng loi bt git no sau y? Daso OMO Hoa m Surf Tide V Dn

Bt git khc Cu 1b: Hin ti anh (ch)ang s dng loi bt git no sau y? Daso OMO Hoa m Surf Bt git khc Cu 2: Anh (ch) bit n bt git... (1b) thng qua knh thng tin no? Sch bo Qua ngi tiu dng Qung co Qua Internet Qua bn b, ngi thn Knh thng tin khc ........... Cu 3: Anh (ch) thng mua bt git... (1b) u? Ch Ca hng tp ho Siu th Cc ni khc Tide V Dn

Cu 4: Anh (ch) mua bt git... (1b) c d dng khng? Rt d dng Kh khn D dng Rt kh khn Bnh thng Cu 5: Anh (ch) ang dng dng bt git... (1b) no? Git my Git tay Cu 6: L do anh (ch) chn bt git(1b) : t quan tm Rt quan tm L do 1. 2. 3. 4. 5. Cht lng: Gi c:.. Mu m bao b: an ton cho da:... Thng hiu:... L do khc:.. Cu7: Trng lng anh (ch) chn khi mua bt git(1b): Di 500g 2kg- 3kg 500g- 1kg Trn 3kg 1kg- 2kg Cu 8: Anh (ch) thch hnh thc khuyn mi no ca bt git? Tng khi lng Tng km sn phm khc Gim gi Rt thm trng thng Co trng thng Hnh thc khc Cu 9: Anh (ch) hy nh gi nhng yu t lin quan n bt git (1b): Gi c ph hp Mu m sn phm p Mi hng d chu An ton cho da tay Git sch vt bn Qung co hay Yu t khc Cu 10: Vi mc thu nhp hin ti, anh (ch) thy mc gi ca bt git (1b) nh th no? Qu r t R Qu t Bnh thng

Cu 11: Anh (ch) xin vui lng c kin ng gp cho bt git(1b)( u im- nhc im) II/ Thng tin c nhn khch hng Cu 12: Anh (ch) cho bit ngh nghip hin ti ca mnh: HSSV Cng nhn Cng chc nh nc Gio vin Bun bn kinh doanh Ngh nghip khc Cu 13: Anh (ch) cho bit mnh thuc nhm tui no?: Di 18 tui 33-40 tui 18-24 tui Trn 40 tui 25-32 tui Cu 14: Thu nhp hng thng ca anh (ch) hin nay thuc nhm no sau y: Di 1 triu T 2-3 triu T 1- 2 triu Trn 3 triu Chng ti xin chn thnh cm n Trn y l mu bng em ly c t ngun internet,p dng bng mu thm d ra ngoi thc t ti a phng em cho c kt qu nh sau: a) i tng thm d - i tng nghin cu ch yu l hc sinh trung hc ngoi ra cn nhiu i tng khc na + tui chia thnh nhiu nhm tui khc nhau nhng tp trung vo hc sinh,sinh vin vi tui t 17- 24 tui. + Gii tnh: 80% khch hng c phng vn l n, 20 % l nam. + Ngnh ngh: hc sinh ,sinh vin chim phn ln, cn li l cc ngnh ngh khc: b ni tr, cng nhn vin chc, ngi bun bn kinh doanh + Thu nhp: phn ng sinh vin nhn tin t gia nh nn chi ph sinh hot tnh trn thng khong di 1 triu.Cc ngnh ngh khc c mc thu nhp cao hn ( t 1 triu tr ln). b)Kt qu thm d Sau khi kho st thc t 100 khch hng ti 3 a im: -Trng Trung hc ph thng Thun Thnh s 1-Thun Thnh-Bc Ninh. -Ngi dn ti a phng x Thanh Khng-Thun Thnh Bc Ninh. -Ngi dn trong ng 211-Khng Trung-Thanh Xun-H Ni. +)V cc loi bt git khch hng tng s dng: - S lng khch hng tng s dng bt git Omo chim t l cao nht: 75% - v tr tip theo l Tide v Surf chim 43% v 34%.

- Hoa m l loi bt git khng c khch hng a dng. Khch hng vn u i s dng loi bt git Omo v Tide nhiu nht. Surf cng l mt loi bt git cng c ngi tiu dng s dng nhiu. Trong khi bt git Hoa m hu nh khng c khch hng bit n. +)Cc loi bt git khch hng ang s dng: - Omo l loi bt git c khch hng s dng nhiu nht l 68%. - v tr th 2 l loi bt git Surf chim t l 16%. - Tip theo l bt git Tide chim 9%. - Hoa m khng c khch hng ch ti: 0% Hin nay bt git Omo vn chim v tr th nht. Nu nh trc kia ngi tiu dng a chung bt git Tide hn Surf th nay xu hng chuyn sang dng bt git Surf v Tide xung v tr th ba. Bt git Hoa m vn khng chim c s quan tm ca ngi tiu dng +)knh thng tin qung co: - Qung co l knh thng thng tin c khch hng s dng nhiu nht bit n sn phm, chim t l 74%. - Knh thng tin qua bn b, ngi thn v ngi tiu dng cng chim t l kh cao, ln lt l 34% v 23%. - Knh thng tin c ngi tiu dng s dng nhiu th 2 l qua bn b, ngi thn: 34%. - Internet l knh thng tin c khch hng s dng t nht. Qung co l knh thng tin c khch hng s dng nhiu nht v n rt ph bin v tin li. Cn hin nay ngi tiu dng t bit n sn phm qua Internet +)a im khch hng chn mua sn phm: - a im c khch hng chn la mua sn phm nhiu nht l ca hng tp ho chim 68%. - Ngi tiu dng chn la mua sn phm ti siu th v ch cng chim t l kh cao, ln lt l 18% v 20%. - Cc ni khc chim mt t l kh khim tn l 11%. Ca hng tp ho l a im c khch hng la chn nhiu nht mua sn phm v y l ni thun tin v gi c phi chng. Hin nay h thng cc siu th cng ang pht trin nhng do mc gi cn cao v tn nhiu thi gian ca ngi tiu dng nn cng t c la chn hn. +)Mc thun tin khi mua sn phm - Ngi tiu dng cm thy d dng khi mua loi bt git vi t l l 50%. - Mc rt d dng cng chim mt t l kh ln chim 40%, s lng khch hg cm thy kh khn hoc rt kh khn l khng c(0%). Do h thng ca hng tp ho l rng khp nn mi ngi thy rt d dng v d dng khi chn mua sn phm. +)Dng bt git khch hng ang s dng - Khch hng ch yu chn dng sn phm bt git tay chim 83% - Trong khch hng s dng dng sn phm git my ch l 17%. Vic la chn dng sn phm bt git tay l ch yu c l gii l do thu nhp ca ngi tiu dng. +)Ch tiu nh gi sn phm ca khch hng - Cht lng ca bt git c khch hng rt quan tm chim ti 68% - Khch hang cng rt quan tm n gi c ca sn phm chim t l 48% - ng thi c tnh ca sn phm nh s an ton cho da cng c khch hang ch chim 50% - Thng hiu ca sn phm t c ch hn chim khong 30% Khch hang quan tm n nhng ch tiu trn d dng chn c cho mnh mt sn phm ph

hp vi thu nhp v s thch ca mnh +)Trng lng khch hng chn la - Trng lng bt git di 500g chim 19% - Khch hang la chn trng lng t 500g- 1kg khi mua bt git vi t l kh cao chim 34% - T l khch hang la chn trng lng bt git t 1-2 kg v 2-3 kg chim 34% - Trng lng trn 3kg chim 13% Vic la chn trng lng bt git nh th ph hp vi s tiu dng ca khch hng v s tin li khi mua. +)Vic la chn hnh thc khuyn mi: - a s khch hang thch gim gi sn phm chim n 44% - Ngoi ra khch hang cng rt quan tm n hnh thc khuyn mi tng khi lng ca sn phm chim 32% - Hnh thc tng km sn phm cung c ch chim 28% - Hnh thc rt thm trng thng t c quan tm hn chim 11% - Cc hnh thc c t khch hang quan tm chim 6% +)Nhn xt ca khch hng v gi c loi bt git ang dng NX: Theo s liu kho st trc tip, vi mc thu nhp hin ti ca khch hng th mc gi ca sn phm c coi l bnh thng c s lng cao nht chim ti 60%, sau dng th hai vi mc gi c coi l t chim 34%, nhng ngc li mc nh gi qu r th 0%, cn mc gi qu t v r th chim phn trm xp x bng nhau ch 2%,4%.

Chng 3:nh gi chung v kin ngh

nh gi chung:
Cuc iu tra cho thy phn ln ngi tiu dng v ang dng bt git OMO. Khch hng dnh nhiu u i khi c hi v lai bt git ny. Hu ht mi ngi u cho rng OMO c nhng c im vt tri hn hn so vi cc loi bt git khc trn th trng hin nay. OMO c cht lng tt, cng dng ty sch vt bn cao, mi hng d chu, an ton cho da tay Khng nhng th hnh nh bt git OMO tr nn qu quen thuc vi ngi tiu dng bi n c nhng chng trnh qung co, khuyn mi rm r. y l mt trong nhng chiu thc c hiu qu nht a sn phm n gn vi ngi tiu dng hn. lm c iu ny cht lng sn phm cng quyt nh mt phn. Cht lng sn phm c tt th mi ngi sau khi dng th mi gii thiu cho bn b, ngi thn. Vy l sn phm ca OMO li mt ln na c qung co c hiu qu hn. Cn mt kha cnh na m khch hng cng rt quan tm l knh phn phi. Khch hng s cm thy hi lng, thoi mi khi mua c sn phm ca mnh bt c ni u. OMO cng lm c iu ny. bt c ni u: ch, siu th, ca hg tp ho, bn u c th chn mua sn phm ca cng ty. OMO l hng bt git lun i u v cng ngh v qung co. Bn cnh nhng u im k trn OMO cng cn mt s tn ti cn khc phc. Vi mc thu nhp hin nay, c mt s khch hng cn phn nh rng gi c ca OMO cn hi cao, cha ph hp vi ngi dn. y cng l mt trong nhng tr ngi ng k khin OMO kh chim c thin cm ca ngi tiu dng. Theo mt phn nh khch hng th bt git OMO vn cn gy hi cho da tay. Sau khi git xong, da tay b kh rt. Theo h c l cht git ty ca OMO qu cao nh hng khng tt n da tay. Hin nay trn th trng, OMO chim c mt v tr kh tt. Song vi s pht trin ca nn kinh t, ca cc hot ng thng mi, OMO ngy cng gp phi nhiu i th cnh tranh ln mnh: TIDE, SURF iu ny i hi OMO cn ch trng hn na v cc chng trnh khuyn mi v qung co. Mt s khch hng cho rng OMO cha ci tin nhiu v

cc hnh thc qung co v cc chng trnh khuyn mi cn t. Chng ta u bit rng ngi tiu dng mun mua mt loi sn phm iu u tin m h quan tm, tm hiu chnh l mu m, bao b ca sn phm. H cha bit cht lng ra sao nhng nu mu m p, thu ht th h s c cm tnh. Nhng vi OMO vic thay i mu m, kiu dng bao b cn hn ch. Thc s OMO cha to c s khc bit r rt vi cc sn phm bt git khc.
Bn cnh nhng thng li t c, dng nh Omo cng c mt vi bc i hi b ht chn. Tiu biu l event gn y nht ca dng Omo ty an ton vi vic git sch chic o ngn tay khng l trn sn vn ng Qun khu 7. y l mt chng trnh honh trng rt tt km nhng li c d lun nh gi khng cao my. u cng l bi hc cho Unilever v cho c chng ta, l phi cn nhc tht k yu t vn ho khi t chc mt hot ng marketing, hy ngh theo np ngh ca ngi Vit. Ngi Vit theo truyn thng ca ngi ng a s khng thch nhng g git gn phi thc t nn vic may chic o l mt s xa x khng cn thit. Rt may Unilever cha chy kp thi bng vic ct chic o ra lm nhiu mnh may o tng tr em ngho nn t cu mnh mt bn thua trng thy. C l chng trnh ny c t chc mt nc phng Ty no th s rt thnh cng nhng Vit Nam khi vn cn tn ti cch nhn nhn, nh gi kh cht ch v bo th trong d lun th r rng vic t chc event ny l mt iu cha hon ton ph hp.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 ny rt c th nhng 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(ngun internet)

Kin ngh:
Qua nghin cu v sn phm OMO trn th trng Vit Nam,c th thy rng mt thng hiu
mun gi chn khch hng v c nhiu khch hng mi th cn khng ngng nng cao sn phm ca mnh.Unilever v ang lm c vic trn th trng Vit Nam,nhng khng phi v th m Unilever c th ung dung nhn vo kt qu m mnh t c,m cn phi a ra cho mnh nhng gii php c th nng cao v th v gi vng v th ca mnh trn th trng.Theo em Unilever cn lm tt hn na nhng vic c th sau:

+)v cht lng sn phm OMO:OMO l sn phm tin phong trong lnh vc bt git dnh cho my git,v vy v cht lng,OMO cn khng ngng nng cao cng ngh sn xut ca mnh v cht lng ty trng v mi hng . sn phm lun c ci tin ph hp vi th hiu ngi tiu dng.

+)V cc Chng trnh khuyn mi,ti tr:Unilever lm rt tt cng tc ti tr cho cc chng trnh:hc bng,ng h cho ngi ngho.v c nh gi rt cao.Unilever nn tip tc pht huy v nng cao v tr ca mnh trong cc hot ng x hi.Tuy nhin v mt khuyn mi,Unilever cha thc s quan tm n vn ny,in hnh OMO khuyn mi rt t .V vy trong thi gian ti,Unilever cn c thm nhiu chnh sch khuyn mi khng ch cho ring sn phm OMO, to cho ngi tiu dng c nhng nhn nhn mi m hn v sn phm.

+)V gi c:Theo nhiu ngi tiu dng cc cng nng thn thu nhp t th sn phm OMO gi qu cao,v vy vic tiu dng sn phm ny 1 cch rng ri trn ton quc th tht l khoc nu nh Unilever khng c 1 chnh sch mi m v gi cho dng sn phm c a chung ca mnh.

+)V Qung co:C th ni qung co ca OMO rt a dng,phong ph v cch thc.Song lm c tt hn,Unilever cn nghin cu qung co ph hp hn vi phong cch ngi ng:tit kim,mang tnh dn tc,ngn gn,d hiu ,d nh,.

+)V bao b sn phm:Unilever cn to cho mnh 1 nhn hiu m phn bit r rng c vi cc sn phm khc, ngi dan c th yn tm khi mua hng m khng b mua phi hng gi.

KT LUN
Vic nghin cu hnh vi khch hng l mt vic lm cn thit. N gip cho cng ty hiu r hn v tr sn phm ca mnh trn th trng cng nh hiu r hn v tm l khch hng. Kt qu ca cuc iu tra chnh l mt cn c gip cng ty a ra nhng quyt nh hin ti cng nh trong tng lai. Qua iu tra kho st thc t chng ta bit c khch hng nh gi v cht lng sn phm ca mnh ra sao, gi c th no, cc hnh thc khuyn mi, qung co c hp dn khng, h thng phn phi c p ng c nhu cu ca ngi tiu dng hay khng. T chng ta c th so snh sn phm ca cng ty vi i th cnh tranh trn tt c cc phng din . V c hiu c i th cnh tranh chng ta mi c th a ra c cc gii php cho hp l. Nhn chung bt git OMO t c nhng kt qu ng t ho trong qu trnh xy dng thng hiu. Sn phm OMO c khch hng nh gi cao hn hn i th cnh tranh tt c cc mt. Nhng h vn cn mt s tn ti cha lm hi lng ngi tiu dng.Qua cc cuc iu tra nghin cu v th trng cng ty s tm ra nhng gii php ti u p ng nhu cu v th hiu ngy cng cao ca khch hng.

Hy vng trong thi gian ti,OMO s c nhng bc i mi m hn na khng nh l loi sn phm bt git c a chung nht trn th trng Vit Nam .

Ti liu tham kho:

1) Gio trnh marketing trng i hc Kinh T K Thut Cng Nghip

2) http:///. www.unilever.com 3) http:///. www.omo.com 4) http:///. www.logo.net 5) http:///. www.express.net 6) http:///. www.google.com
7)

http:///. www.Wikipedia.unilever.vn.com