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MN QT THNG HIU

GVHD: T.S Phm Thi Lan Hng

BI TP NHM S 7
1. Chin lc m rng thng hiu ca Nivea thuc loi g ? Gii thch?
NIVEA thc hin chin lc m rng thng hiu theo dng sn phm. Nivea crme l sn phm c bn ca cng ty v nng cho c thng hiu Nivea. Trong sut thp nin 80, s m rng dng sn phm ca Nivea pht trin thnh cc thng hiu con c trng. Nivea s dng cc qung co c bit thit lp hnh nh cho mi thng hiu con. Kt qu l thng hiu con to dng c c tnh v pht trin mt chui nhng lin tng ca ring mnh. Nhng lin tng ny va nht qun nhng cng va c lp vi thng hiu m Nivea crme. Thng qua nhng qung co ring ca mnh, nhng thng hiu con truyn thng nhng thuc tnh v li ch sn phm tha mn tt nht nhu cu ca th trng mc tiu. Trong khi vn gi c thng ip chung ca Nivea v cht lng v s chm sc trong tt c cc qung co. Trong k hoch pht trin sn phm mi, cng ty lun m bo rng thng hiu Nivea p ng nhu cu th trng song vn gi c bn sc ca Nivea, nh c sao chp t Nivea Creme. Cc thng hiu con c lp vn gi nhng kt ni quan trng vi thng hiu m, v tn thng hiu con lun bt u vi Nivea. Nivea Crme l sn phm c bn ca cng ty v nng cho c thng hiu Nivea. Mi thng hiu con c truyn thng nhng thuc tnh v li ch sn phm tha mn tt nht nhu cu ca th trng mc tiu, trong khi vn gi c thng ip chung ca Nivea v cht lng v chm sc.

Nhm thc hin: h20

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MN QT THNG HIU

GVHD: T.S Phm Thi Lan Hng

Khi BDF m rng chng loi sn phm, n vn duy tr trit l sn phm n nht - in hnh l cung cp 1 sn phm a cng dng cho tng phn khc th trng chm sc da m n thm nhp. BDF ch ng tm kim nhng on th trng mi v c tim nng pht trin m rng thng hiu ca mnh. Mc tiu di hn ca cng ty l pht trin Nivea t mt thng hiu kem dng da thnh thng hiu chm sc da (skin care) v chm sc c nhn (personal care) thng qua vic cung cp mt lot cc sn phm mi b sung vo dng sn phm Nivea Creme ng thi m rng ngha tn thng hiu hin ti. Vo thi gian ny, gia nh sn phm Nivea gm: Nivea Creme, Nivea Milk, Nivea Baby (du v phn), Nivea Sun Oil, sa v x phng thng thng (ch bn c). to dng Nivea thnh mt thng hiu chm sc da, cng ty quyt nh to ra mt gia nh sn phm biu t ngha Nivea ph thng . Ti trung tm ca Nivea ph thng l thng hiu ct li Nivea Creme. Cc sn phm Nivea khc, c c ln mi s c chc nng ca cc thng hiu con nh v tinh xoay quanh sn phm chnh ny. B phn m phm lp ra mt lot cc ch dn v vic m rng thng hiu Nivea. Tt c cc sn phm mi phi tng thch vi thng hiu Nivea ban u v hng n nhng on th trng quy m hp dn v c tim nng. Phin bn th 2 hoc mt bin th ca mt sn phm no ch c th c a ra khi n tho mn nhng nhu cu c nht cha c p ng nhng sn phm hin ti trong cng chng loi sn phm. Cng ty cn lp thm mt lot nhng nguyn tc bt buc cc sn phm mi phi tho mn: 1. p ng nhu cu c bn: tm, gi hoc bo v ln da.

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GVHD: T.S Phm Thi Lan Hng

2. a ra cc li ch chm sc c bit / hoc nh nhng ca Nivea Creme. 3. n gin, khng cu k. 4. Khng gii quyt mt vn c th no. 5. Duy tr v tr dn u v mt cht lng (hoc t nht phi t cht lng ngang bng vi cc sn phm hng u). 6. a ra cc mc gi hp l, to cm gic cn bng gi chi ph b ra v li ch nhn li cho khch hng. 7. m bo mt knh phn phi rng nht c th. Cc tiu chun ny c thit lp nhm m bo tt c cc sn phm u phn nh c hnh nh ca thng hiu v nht qun vi trit l cung cp nhng sn phm chm sc da cht lng cao vi mc gi hp l. Tt c cc sn phm mi c a ra phi da trn tinh thn tip ni v ci tin l, duy tr c nhng gi tr ct li ca Nivea ng thi a ra c cc ng dng mi. Bn cnh , cc sn phm hin ti c cho l lin tc thay i v ci thin, phn nh trit l theo ui xu hng th trng v i mi thng qua cc hot ng R&D. Mt nh qun tr c thm nin gii thch: N ging nh l bn ly mt tha Nivea Creme v b n vo trong mi sn phm mi nh mt thnh phn c bit tc l tng thm s chm sc. Bng cch ny, cc sn phm mi ging nh l mt sn phm 2 trong 1 tho mn c cc nhu cu c bn ng thi a ra nhng li ch mi cho sn phm v s dng cc li ch ny nh l biu tng ca sn phm. V d, sn phm chng nng Nivea Sun Care c tc dng bo v ln da di nh nng theo cch nh nhng nht .

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GVHD: T.S Phm Thi Lan Hng

2. Mc tiu chin lc m rng thng hiu ca Nivea l g?


- Trong khi cng ty mun m rng thng hiu Nivea sang nhng lp sn phm mi, cng ty a ra trit l n sn phm ngha l trong mi chng loi sn phm, s ch c mt sn phm c bn ha hn em n s chm sc ph thng cho khch hng. Phin bn th 2 hoc mt bin th ca mt sn phm no ch c th c a ra khi n tho mn nhng nhu cu c nht cha c p ng nhng sn phm hin ti trong cng chng loi sn phm. Cng ty cn lp thm mt lot nhng nguyn tc bt buc cc sn phm mi phi tho mn nh: p ng nhu cu c bn: tm, gi hoc bo v ln da; a ra cc li ch chm sc c bit/hoc nh nhng ca Nivea Crme; n gin, khng cu k; Khng gii quyt mt vn c th no; Duy tr v tr dn u v mt cht lng (hoc t nht phi t cht lng ngang bng vi cc sn phm hng u); a ra cc mc gi hp l, to cm gic cn bng gi chi ph b ra v li ch nhn li cho khch hng; m bo mt knh phn phi rng nht c th. Cc tiu chun ny c thit lp nhm m bo tt c cc sn phm u phn nh c hnh nh ca thng hiu v nht qun vi trit l cung cp nhng sn phm chm sc da cht lng cao vi mc gi hp l. - Tt c cc sn phm mi c a ra phi da trn tinh thn tip ni v ci tin l, duy tr c nhng gi tr ct li ca Nivea ng thi a ra c cc ng dng mi. Bn cnh , cc sn phm hin ti c cho l lin tc thay i v ci thin, phn nh trit l theo ui xu hng th trng v i mi thng qua cc hot ng R&D.

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- M rng thng hiu Nivea t mt thng hiu kem dng da tr thnh thng hiu chm sc da v chm sc c nhn. - Vi mc tiu to ra nhng sn phm kem dng da cho ton cu, mang s chm sc da ra khi phng ng v a n n nhng i l ln dn ch ha mt s sang trng. Thng hiu Nivea nhanh chng c s dng cho nhu cu chm sc ca c gia nh. Cc sn phm c gii thiu rng khp Chu u, gii thiu M, Nam M cng nh nhng ni khc trn th gii. - Cng c hnh nh thng hiu Nivea Crme, ng thi dng s cng nhn v danh ting ca Nivea gii thiu sn phm mi ca mnh trn tt c nhng chng loi sn phm lin quan m Nivea ang by bn hoc trc y khng c. - Ch ng tm kim nhng on th trng mi v c tim nng pht trin m rng thng hiu ca mnh. Mc tiu di hn l pht trin Nivea t mt thng hiu kem dng da thnh thng hiu chm sc da ( skin care) v chm sc c nhn ( personal care) thng qua vic cung cp mt lot cc sn phm mi b sng vo dng sn phm Nivea Crme ng thi m rng ngha tn thng hiu hin ti. - Cc thng hiu con trong chin lc m rng thng hiu c vai trog tip tc hng vo mt c tnh chm sc da hoc mt nhu cu chm sc c nhn no trn phn on th trng mc tiu v ng thi trau chut hnh nh thng hiu Nivea nh mt chuyn gia chm sc da. - Cng ty mong mun c c mt lng thu nhp ng k t cc sn phm chm sc da v chm sc c nhn khc c bn di nhng ci tn khc nhau.

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MN QT THNG HIU

GVHD: T.S Phm Thi Lan Hng

3. Nhng li ch v hn ch ca chin lc m rng thng hiu Nivea l g? Chng minh.


* Nhng li ch ca chin lc m rng thng hiu Nivea. - Vic m rng thng hiu Nivea thng qua thng hiu Nivea crme Nivea to nn s nhn din thng hiu c tnh c nht c bit n rng ri nh mt thng hiu chuyn chm sc da. Nivea mang mt thng hiu ph thng, ton cu. theo thi gian ci tn Nivea tr nn ng ngha vi s bo v v chm sc cho da v t c mt v th c bit, gn nh mang tnh thn thuc i vi ngi s dng. - Gim ri ro cm nhn ca khch hng: cc thng hiu con hng li ch t ho quang ca tn Nivea i din cho s tin tng, s chm sc, s mm mi, gi c phi chng. Chnh v vy m cm nhn ca khch hng v sn phm s thun li hn nhiu. - Cc sn phm ca Nivea hu nh u thnh cng khi tung ra th trng. Trong khi thng hiu Nivea l thng hiu chm sc da v chm sc da c nhn dn u ca BDF, cng ty cng c doanh thu ng k t cc thng hiu chm sc da c nhn khc di cc tn nhn hiu khc. em li li ch cho thng hiu m v cng ty. - Vi mi qung co ca thng hiu con truyn thng nhng thuc tnh v li ch ca sn phm tha mn tt nht nhu cu ca th trng mc tiu. Duy tr trit l sn phm n nht in hnh cung cp 1 sn phm da cng dng cho tng phn khc th trng chm sc da. Vi mi thng hiu con tha mn nhu cu ca ngi tiu dng. - Chin lc m rng thng hiu ca Nivea c c rt nhiu sn phm vi tn khc nhau nhng u bt u l Nivea v hnh nh chung l

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nn xanh v dng ch mu trng. Tuy l cho ra nhiu loi sn phm nhng c im chung ca sn phm vn lun c duy tr v ngy cng khng nh hn. Thng hiu Nivea i din ton din cho chm sc da, chm sc c nhn. Yu cu ca cc nhn hiu khc l tip tc phc v cc sn phm chm sc da v chm sc da c nhn cho phn khc th trng mc tiu c th ca n v gp phn cho s tr li c bit l cc lin tng sn phm cng c hnh nh ca Nivea nh mt chuyn gia chm sc da. Lm sng t thng hiu v gia tng hnh nh cho thng hiu m. Nivea Visage l thng hiu nng cao hnh nh ca thng hiu m - trau chuc hnh nh thng hiu Nivea nh mt chuyn gia chm sc da. - Gia tng bao ph th trng, gip khch hng c nhiu s la chn hn trong cc sn phm Nivea. * Nhng hn ch ca chin lc m rng thng hiu Nivea. - Nivea s dng thng hiu cng ty cho tt c cc sn phm nn s lm cho ngi tiu dng khng thy s mi m cng nh ci tin trong sn phm m thay vo thng hiu mang hnh nh gi ci v khng c xem l tr trung, nng ng v hin ic th lm cho cng ty mt i mt s khch hng hin ti cng nh tim nng. Xut hin kh lu trn th trng, nhn c nhiu u thch ca khch hng chnh v vy cm nhn khch hng khi ngh v Nivea l s gi ci hn l s i mi. - S dng thng hiu cng ty s mang li bt li ln cho thng hiu Nivea nu sn phm mi tht bi. Nh chng ta bit t l tht bi khi tung sn phm mi ra th trng cng l khng nh. S tht bi ca mt sn phm c th nh hng ln tt c nhng sn phm khc. - Hnh nh thng hiu hnh nh Nivea Creme yu dn qua cc ln gii thiu sn phm. Hn na, nu tip tc pht trin cc thng hiu

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con mt cch c lp, s lm tng chiu rng ca cc dng sn phm Nivea iu ny thc s phc tp, nhiu ri ro v c th lm nhiu cc thng ip c chuyn ti n ngi tiu dng. Hin ti, cc chin dch qung co c thc hin mt cch c lp bi 3 hng qung co khc nhau. Thc t th vn c nhng im tng ng gia nhng chin dch qung co khc nhau. Tuy nhin, hu nh khng c mt thng ip no, cch th hin no l nht qun. - Khi Nivea s dng chin lc m rng thng hiu, s dng qung co rng ri v chin lc phn phi c thit k k lng ginh li th nh s thay i c bn v thi quen mua m phm cc ca hng chuyn dng sang th trng i chng. Cng vi chin lc m rng thng hiu ca Nivea th trn th trng cng c nhiu i th cnh tranh mnh nh: pond, Unilever v Lingner- Fisher gii thiu nhiu loi kem dng chuyn bit vo th trng c bit l loi kem dng m c thit k cho thi quen chm sc da c th. i th cnh tranh ny l mt tr ngi ln cho Nivea v mi mt. - Cc nhn nhiu con ca Nivea hu nh khng c nhiu khc bit ln nn lm cho ngi tiu dng khng phn bit r c s khc bit ca cc thng hiu con trong thng hiu m Nivea. Khch hng kh khn trong vic la chn sn phm, cng nh kh to s khc bit trong mi sn phm. Mi nhn hiu con thc y cc thuc tnh v li ch rng n c th lm hi lng th trng mc tiu ca n mc cho thng ip chung ca Nivea l cht lng v chm sc tn ti trong cc qung co. cng c cho s lin t ny, t care ( hoc mt t c ngha tng t) c t vo trn mi tiu . Thm vo , tt c cc qung co s dng logo Nivea vi nn mu xanh

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da tri v ch mu trng. Ngoi tr hai yu cu trn, mi sn phm c php pht trin cc qung co m n la chn. - Tt c cc sn phm mi phi tng thch vi thng hiu Nivea ban u v hng n nhng on th trng quy m hp dn v c tim nng. V vy nhng sn phm mi tung ra th trng khng th hin c ht chc nng mi ca sn phm, cng nh nhng tnh nng vt tri.

4. Phn tch v nh gi chin lc m rng thng hiu ca Nivea theo tin trnh thit k chin lc m rng thng hiu.
Trong sut nhng nm qua, qua cc sn phm cht lng cao ca mnh, c th l qua Nivea Cream, Nivea to dng c cho mnh mt thng hiu c nht c mi ngi bit n nh loi m phm chm sc da tt nht. Thng hiu Nivea ng ngha vi s bo v v chm sc chu o cho ln da. Nh nhng, mn mng, du m, ng tin cy, bo v, cht lng cao v ng ng tin l nhng g ngi tiu dng lin tng n khi nhc n Nivea. y cng nh s thnh cng ca chin lc m rng thng hiu ca Nivea t mt thng hiu Nivea Cream ban u n nay thng hiu Nivea m rng trn ton cu vi cc sn phm dnh cho c nam v n gii dng da, dng tc, sa tm, kh mi, m phm, sn phm dnh cho tr em v cc loi sn phm chng nng. Thng hiu Nivea c bit n : Nivea ng ngha vi s chm sc nh nhng cho c th. Vi cht lng c bit v hot ng chuyn su trong chm sc da, ngay t khi ra i Nivea c tim nng tr thnh mt thng hiu hng

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u th gii. Beiersdof lun hu thun qu trnh pht trin ca Nivea thng qua sc mnh ca s tm ti sng to v qua vic xy dng cng nh m rng thng hiu Nivea. Sau y l m t v phn tch v tin trnh thit k chin lc m rng thng hiu ca Nivea gm cc bc: B1: Xc nh kin thc hin ti v mong mun ca ngi tiu dng v thng hiu. a. Ngun ti sn thng hiu then cht ca NIVEA. Lin tng thng hiu.

Thng hiu Nivea to ra nhng lin tng mnh m trong tm tr ngi tiu dng in hnh nh: Nhng lin tng v tnh mu t, cc k ngh gia nh bin. Nhng lin tng n tui th v gia nh ca nhng ngi s

dng Nivea to iu kin cho s pht trin ca mt b cc lin tng thng hiu phong ph khc nh l: chm sc , ho nh , tin cy , du dng , bo v , cht lng cao , cm gic tt , v gi c hp l . sc. Nhn thc thng hiu. - Ci tn Nivea c ngun gc t ting Latin nives c ngha l tuyt, th hin mu trng nh tuyt ca cc sn phm kem Nivea. - Slogan: mang s chm sc da ra khi phng ng v a n n nhng i l lndn ch ha mt s sang trng . Nhng lin tng chnh ca thng hiu l s mm mi, s chm

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- Nivea Creme l sn phm c bn ca cng ty v nng cho c thng hiu Nivea. Chnh v vy, khi nhc n Nivea ngi tiu dng ngh ngay n chic hp thic xanh vi ch trng, y l hnh nh tr nn quen thuc vi hng triu gia nh trn ton th gii. - Trn khp chu u, hu ht nhng ngi dn c gii thiu s dng Nivea Creme sut thi th u ca h, h nhn thc c rng y l loi sn phm c th s dng cho ton b gia nh tha mn tt c cc nhu cu. - Nivea Creme l sn phm u tin mang n s sn sc v bo v da vi gi c hp l. b. Mong mun ca ngi tiu dng v thng hiu Nivea. i sng ngy mt cao, i hi ca ngi tiu dng v mt sn phm chm sc c th ngy mt tt hn. Do yu cu v mt thng hiu cng ngy cao hn. i vi thng hiu Nivea ngi tiu dng khng ch mun l sn phm chm sc da m phi l sn phm chm sc c nhn ton din nhng vn gi c c nt ring ca thng hiu l s mm mi v s chm sc. B2: Nhn din nhng ng c vin cho m rng thng hiu, da trn nhng lin tng thng hiu m v s ging nhau tng th hay s ph hp ca thng hiu m rng vi thng hiu m. Nhm nhn t lin quan n ngi tiu dng: y ng c vin quan trng trong quyt nh m rng thng hiu, quyt nh thnh cng hay tht bi ca chin lc m rng thng hiu thng qua thi chp nhn hay loi b sn phm mi c cung ng. Vi tt c nhng nhn thc cng nh lin tng thun li ca ngi tiu dng v thng hiu Nivea v thng hiu m Nivea Crme, Nivea s

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nh v nhng sn phm mi ca mnh vi gi tr ct li xoay quanh ga tr ca thng hiu m, chng loi sn phm ph hp vi hnh nh thng hiu m tr trong tm tr khch hng. Nhm nhn t lin quan n cng ty: Bao gm mc tiu, ngun lc, kh nng v hot ng marketing ca cng ty cho vic m rng thng hiu. o Mc tiu chin lc m rng thng hiu ca Nivea: K t khi th trng cc sn phm a chc nng dm chn ti ch, BDF ch ng tm kim nhng on th trng mi v c tim nng pht trin m rng thng hiu Nivea ca mnh. Mc tiu di hn ca cng ty l pht trin Nivea t mt thng hiu kem dng da thnh thng hiu chm sc da ( skin care) v chm sc c nhn ( personal care) thng qua vic cung cp mt lot cc sn phm mi b sung vo dng sn phm Nivea Crme ng thi m rng ngha tn thng hiu hin ti cng nh m rng danh ting thng hiu. o Ngun lc v kh nng ca Nivea: Nivea l thng hiu xut hin rt sm trn th trng v to dng c lng tin cho ngi tiu dng. Vi s pht trin khng ngng ca mnh trong sut 11 nm qua Nivea tr thnh thng hiu chm sc da v chm sc mt ln nht trn th gii, gi vng thnh cng v tr ca n trong sut mt thp k cnh tranh gay gt ti th trng chu u. Thm vo , cng ty m rng n mt s th trng mi Nam M v M Latin, ng u v Chu . Vo cui nhng nm 90, Nivea c bit n trn ton cu. Ngoi vic thm nhp vo cc th trng mi, Nivea cn to ra mt s thng hiu con m rng ph sn phm ca cng ty. Ngoi ra cnh tranh cng l nhn t quan trng nh hng n vic m rng thng hiu ca Nivea. in hnh l vo nhng nm 60 v u

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nhng nm 70, th trng kem dng a chc nng thay i v cn bn v BDF phi i mt vi s cnh tranh d di u tin ca n trong vng 60 nm. Henkel-Khasana, mt cng ty vt dng tm ra ca c v cng l chi nhnh ca cng ty Henkel, tung ra sn phm kem dng a chc nng vi tn gi Creme 21 vo nm 1972 - mt bn sao trc tip ca Nivea Creme, sn phm ny c h tr bng qung co rng ri v mt chin lc phn phi c thit k ginh li th nh s thay i c bn v thi quen mua m phm cc ca hng chuyn dng sang th trng i chng. Cng trong thi gian ny, mt s nh sn xut bao gm Ponds, Unilever v Lingner-Fisher (by gi l ca P&G) gii thiu nhiu loi kem dng chuyn bit vo th trng, c bit l loi kem dng m, c thit k cho thi quen chm sc da c th. i mt vi s cnh tranh ngy cng gay gt Nivea cn phi phn tch nng lc, phn ng ca i th cnh tranh khi m rng thng hiu. Nhng sn phm Nivea ra i sau phi c s khc bit, c tnh c o so vi sn phm c trc nhng vn gi c gi tr ct li ca Nivea Crme. B3: nh gi tim nng ca ng c vin m rng thng hiu to ra ti sn thng hiu theo quy m 3 nhn t: - S ni bt ca cc lin tng thng hiu m: Ngay t khi bt u vic m rng thng hiu vo nhng nm 70 v 80 Nivea m rng thnh cng thng hiu Nivea t mt s t sn phm -Nivea kem, sa, x phng v chng nng-thnh mt dng sn phm chm sc da v chm sc c th hon chnh. Theo thi gian, cc dng sn phm khc thit lp c tnh ring nh cc thng hiu con , c lp nhng vn lin kt vi thng hiu ct li Nivea Creme. Vi vic m rng sn phm c bn di ci tn Nivea, nhng sn phm mi ny ngoi vic p

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ng nhu cu th trng th cn phi gi c bn sc ca Nivea, nh c sao chp t Nivea Creme. S thun li ca cc lin tng thng hiu suy lun cho thng hiu m rng: Nhng lin tng v thng hiu tt v Nivea to ra nhng thun li cho vic m rng thng hiu. Vi chin lc gn thng hiu ca mnh, tt c tn ca thng hiu con u bt u bng Nivea em li nhng thun li cho thng hiu con khi thm nhp th trng. Nhng thng hiu con s c tha uy tn, cht lng cng nh nhng lin tng thun li v mt sn phm vi s mm mi v s chm sc ca thng hiu m Nivea Crme. - S c o ca cc lin tng suy lun cho thng hiu m rng so vi cc i th trong chng loi sn phm: Tt c cc sn phm mi ca Nivea a ra phi da trn tinh thn tip ni v ci tin , va duy tr c nhng gi tr ct li ca Nivea ng thi a ra c cc ng dng mi. iu ging nh l bn ly mt tha Nivea Creme v b n vo trong mi sn phm mi nh mt thnh phn c bit tc l tng thm s chm sc. Bng cch ny, cc sn phm mi ging nh l mt sn phm 2 trong 1 : tho mn c cc nhu cu c bn ng thi a ra nhng li ch mi cho sn phm v s dng cc li ch ny nh l biu tng ca sn phm. B4: nh gi hiu ng phn hi ca cc ng c vin m rng thng hiu theo m hnh 4 nhn t: Khi Nivea mun m rng thng hiu ca mnh thnh thng hiu chm sc da v thng hiu chm sc c nhn Nivea lp ra mt lot cc ch dn v vic m rng thng hiu Nivea. Tt c cc sn phm mi phi

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tng thch vi thng hiu Nivea ban u v hng n nhng on th trng quy m hp dn v c tim nng. Trong khi cng ty mun m rng thng hiu Nivea sang nhng lp sn phm mi, cng ty a ra trit l n sn phm ngha l trong mi chng loi sn phm, s ch c mt sn phm c bn ha hn em n s chm sc ph thng cho khch hng. Phin bn th 2 hoc mt bin th ca mt sn phm no ch c th c a ra khi n tho mn nhng nhu cu c nht cha c p ng nhng sn phm hin ti trong cng chng loi sn phm.. Vi nhng nguyn tc trn c p dng cho vic a ra sn phm mi th n m bo c nhng tiu ch: - Tnh thuyt phc: Cc sn phm mi u phn nh c hnh nh ca thng hiu v nht qun vi trit l cung cp nhng sn phm chm sc da cht lng cao vi mc gi hp l. - Tnh thch ng: Tt c cc sn phm mi c a ra phi da trn tinh thn tip ni v ci tin l, duy tr c nhng gi tr ct li ca Nivea ng thi a ra c cc ng dng mi. Bn cnh , cc sn phm hin ti c cho l lin tc thay i v ci thin, phn nh trit l theo ui xu hng th trng v i mi thng qua cc hot ng R&D - Tnh ph hp: Cc sn phm mi p ng c nhu cu v em li li ch tt nht cho khch hng. Vi mc gi ph hp, cht lng tt, phn phi rng ri th nhng sn phm ny ha hn s c khch hng n nhn. - mnh: Nivea l mt trong nhng thng hiu vi nhn bit kh cao, to c nhng lin tng mnh m trong tm tr khch hng iu ny to

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thun li cho vic m rng thng hiu con. Bn cnh Nivea cng c nhng chin lc Marketing ln nhm h tr cho vic m rng thng hiu. B5: Xem xt nhng li th cnh tranh c th cm nhn bi ngi tiu dng v phn ng ca h: - Vi cht lng tuyt ho, sn phm lun p ng c nhu cu ca khch hng ti mi thi im v phng php tip th qung co khng ngng c ci tin l nhng yu t gp phn vo thnh cng ca thng hiu Nivea v gip gi cho thng hiu lun tr trung, hp dn v quen thuc vi mi ngi, ng thi gip cng c nhng gi tr nn tng ca thng hiu nh s du dng, nh nhng, v ng tin cy. Trong mt th trng cnh tranh khc lit v cc i th ua nhau cho ra i t nht l hai sn phm mi hng nm ginh s ch t khch hng, Nivea v vn lun c khch hng nh gi l thng hiu chm sc da hng u trn ton th gii. Vi nng lc cnh tranh ca mnh Nivea gi vng nhng gi tr ct li ca thng hiu trong sut hn 80 nm m vn theo st khch hng v khng ngng m rng sang cc th trng mi vi nhiu thng hiu con nh Nivea body, Nivea visage, Nivea Soft, Nivea Soap, Nivea hand v Nivea deodorants. B6: Thit k chin lc marketing hn hp h tr tung sn Nguyn tc marketing: phm ra th trng: Trong sut thp nin 80, s m rng cc dng sn phm ca Nivea pht trin thnh cc thng hiu con c trng. c th thit lp hnh nh thng hiu cho nhng thng hiu con, Nivea s dng mt vi chng trnh qung co ring bit trong qu kh cho tng thng hiu con. Thng qua nhng qung co ring ca mnh, mi thng hiu con truyn thng

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nhng thuc tnh v li ch sn phm tho mn tt nht nhu cu ca th trng mc tiu, trong khi vn gi c mt thng ip chung ca Nivea v cht lng v s chm sc trong tt c mi qung co. Vo gia thp nin 90, xy dng mt ci nhn ng b gia cc thng hiu con, Nivea bt u chun ho cc nh dng qung co ca cng ty. IBC ca Nivea (International Brand Management Cosmed) lm vic vi FCB v TBWA pht trin cc khi nim cho vic tip th v cc cch thc thc thi qung co. mi th trng, cc chi nhnh a phng thay i bn sao ca cc k hoch qung co sao cho thch ng nht vi c im a phng, nhng khng lm thay i cch thc hin. ng Roft Kunisch, CEO ca cng ty, pht biu rng, hnh nh th dch chuyn nhng ngn t th khng v k hoch qung co vn c gi nguyn khng thay i. Nivea phn pht nhng cun sch nh ng vi mi sn phm m trong bao gm nhng chi tit v chnh sch bao b v marketing. Nivea cng cho in mt cun s tay gi l quyn kinh thnh mu xanh dnh cho ni b cng ty nhm chi tit ho cc trit l thng hiu- l im mu cht cho tt c cc quyt nh thng hiu. Marketing trc tip: NIVEA khi xng mt s chng trnh marketing trc tip vo khong nm 1995, u tin l dnh cho cc thng hiu NIVEA Vital v NIVEA Visage ti Php. Cc khch hng Php nh k c nhn 1 mail gm c mu sn phm, thng tin sn phm, phiu gim gi v phiu kho st. Th hai l s pht trin tp ch NIVEA, pht hnh u tin c. NIVEA cho xut bn 2 loi tp ch c quyn, mt loi dnh cho trung nin c tn gi l dnh nhiu thi gian hn cho chnh mnh v mt loi

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khc dnh cho khch hng tr tui hn c tn gi l V bn . Khng ch l mt cch qung co mi ca NIVEA, cc quyn tp ch ny cha ng nhng thng tin phong ph v cc sn phm Nivea, nhng li khuyn chm sc sc p, cc b quyt trang im, nhng chuyn mc c bit v sc p v cc ni dung khc thng thng c tm thy trong cc tp ch thi trang. Nm 2000, cc tp ch Nivea c xut bn ti nhiu quc gia Chu u, bao gm c, Ty Ban Nha, H Lan, o, Ba Lan, Hy Lp v . Marketing phi truyn thng:

Mt trong s nhng cng c truyn thng ko di nht ca Nivea l nhng qu bng chuyn Nivea mu xanh, cng ty phn pht ti cc bi bin Chu u vo mi ma h trong sut hn 30 nm, nhng qu bng ny gip cng c hnh nh ca Nivea nh mt ngi chm sc ln da mt cch vui nhn. Ngoi ra cng c khc gm ng gi noel mu xanh trao qu Nivea Creme c, xe bus c ng 2 tng c trang tr hnh nh thng hiu Nivea mu xanh Nga v mt qung co poster khng l bao ph bn ngoi in Kremlin. Mt chin thut marketing phi truyn thng khc l s ra i ca cc cu lc b Nivea. Cu lc b Nivea u tin c thnh lp c nm 1995. Cng ti o, Nivea t chc nhng ba tic gia nh, tng t nh nhng ba tic Tupperware. Khch hng ln k hoch t chc tic ti nh h v Nivea mi mt chuyn gia thm m n chung vui ba tic cng vi mt b sn phm c sp xp theo tng loi ca Nivea. c Nivea m workshops for body & soul- xng chm sc cho c th v tm hn , hn 30 ph n tham d mt hi tho ko di 3 ngy ti cc khu ngh mt.

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Hp tc cng bnh vin, Nivea ti tr cho cc b m tr ang trong thi k sinh bng cch gi nhng gi chm sc qua nhng sn phm Nivea. Marketing s kin Nivea dnh mt phn ngn sch Marketing ca n cho cc hot ng marketing s kin. Nivea ti tr nhiu t chc ti Chu u, bao gm cu h bin, chng trnh cho thuyn dnh cho tr em v mt tour bng chuyn bi bin. Nivea cng ti tr cc chng trnh gio dc hc ng cch tm nng an ton di s bo tr ca nhn hng Nivea Sun. Nivea cng ti tr nhiu cuc thi sc p nhiu quc gia khc nhau nh Ba Lan, Anh v Thi Lan. Nivea thit k chic xe but 2 tng qung co cc sn phm tr trung nh Nivea Hair Care Styling v Nivea Beaut. Khch hng c chm sc tc v mt ngay ti xe but. Nm 2000, Nivea pht trin mt khi nim trng by bn trong ca hng c gi l (Beauty Center) Bn cnh nhim v trng by sn phm Nivea Beaut, Beauty Center to nn Bc tng mu xanh gm cc sn phm Nivea. Beauty Center gip cng ty gii thiu cho khch hng t thng hiu con ny n thng hiu con khc. NIVEA.com NIVEA.com l mt trang web ton cu cung cp thng tin v cng ty, lch s hnh thnh, sn phm, th trng, trang t vn sc p v nhng bu thip in t vi ch l mu xanh hi ho ca NIVEA. B7: nh gi thnh cng ca m rng thng hiu v hiu ng ln ti sn thng hiu m:

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a.

Thnh cng ca chin lc m rng thng hiu ca NIVEA.

- BDF thnh cng trong vic m rng thng hiu Nivea t mt thng hiu kem dng da tr thnh thng hiu chm sc da v chm sc c nhn. - Cc sn phm ca Nivea c th trng kh vng chc Chu u, c bit nhng on th trng nh hn vi t chi ph qung co hn so vi cc i th cnh tranh khng l nh Unilever, P&G v L Oreal. Cc th trng ln ca Nivea l ti B, Thu S v c. c l th trng ln nht ca Nivea ti Chu u. - Tuy c gii thiu mt cch c lp song tt c cc sn phm con ca Nivea khng ch mang nhng lin tng ca Nivea Creme m cn thm vo nhng lin tng khc c ngi tiu dng lin h trc tip vi thng hiu Nivea. - Xuyn sut c thp k, Nivea va nui dng cc thng hiu con ang c va b sung thm cc thng hiu con mi bng cch xm nhp vi cc phn khc th trng mi. Chin lc thng hiu con ca cng ty mang li nhng kt qu xut sc, t nm 1990 n nm 2000, mi thng hiu con Nivea u tng trng v doanh s v th phn. b. m. - Trong qu trnh xy dng cc thng hiu con, mi ngi u lo lng v vic qun l v pht trin thng hiu Nivea. - Hnh nh thng hiu hnh nh Nivea Creme yu dn qua cc ln gii thiu sn phm. - Nhng phm cht ca thng hiu Nivea dn tr nn gi ci, khng tr trung, nng ng nh cc i th cnh tranh. Hiu ng ca vic m rng thng hiu ln ti sn thng hiu

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- Hn na, nu tip tc pht trin cc thng hiu con mt cch c lp, s lm tng chiu rng ca cc dng sn phm Nivea iu ny thc s phc tp, nhiu ri ro v c th lm nhiu cc thng ip c chuyn ti n ngi tiu dng.

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