QUY TRNH NH V THNG HIU CA XMEN

1. Target segments Vo thi im cui nm 2003, trn th trng du gi vn ni ln hai i gia ln, l Unilever v Procter & Gamble (P&G). Phn khc du gi tr gu c Clear, Head & Shoulders v nng v bnh l hn mt cht l Nizoral. Thin v mi hng dnh cho n, hu nh ch c Enchanteur ca Cng ty Trch nhim hu hn Unza lm ma lm gi. Sn phm nhm n gia nh, c thu nhp thp, ch yu cc tnh, l Lifebuoy, Sunsilk. Lc by gi, trn th trng du gi nam, ch c Romano ca Unza l c chim. Do , y c coi l i dng xanh cho Xmen lc by gi. X-Men l mt sn phm ca Cng ty c phn hng gia dng quc t (International Consumer Products Corporation- ICP), chnh v th, cc yu t nh ngun lc ti chnh, cng ngh, kinh nghim ca ICP gp phn gy dng nn s thnh cng ca X-Men nh ngy hm nay. 2. Key competitors Phn khc du gi thng thng dnh cho nam chim t trng khong 12% ton b th trng. X-Men chim 60% ca phn khc ny. Hin ti, i th cnh tranh chnh vi xmen gm: clear men v romano _ Clear Men: Ti n thi im bay gi, th phn du gi ca CLEARmen ang ui st vi X-Men, va gp i Romano. C th coi y l i th chnh ca X-men. Vi li th ln la Unilever _ mt i gia trong lnh vc hng gia dng. Khi Unilever tp trung tn cng vo mt th trng no thi u din ra mt cuc chin c lit c. Clear Men l mt nhnh sn phm t Clear, c bit n nh l du gi tr gu dnh cho nam gii. Clear men chn ring cho mnh hnh nh n ng thu hiu ph n. Chin lc ca Clear men tp trung vo a n mt hnh nh nht qun, sang trng, gi tr ch thc thng qua chin dch Qu tng yu thng cng vi i s thng hiu l Bi Rain v hnh tng Ronaldo. Chin dch Qu tng yu thng cng vi i s thng hiu l Bi Rain to mt cn lc mang m iu CLEAR khp Bc, Trung, Nam. V ti by gi, th phn du gi ca CLEARmen ang ui st vi X-Men, v gp i Romano.

Khng ch ni ting trong bng ronaldo cng l ngi i din m nhiu nhn hiu ni ting th gii ti, nht l cc nhn hng nam. Ronaldo c mt phong cch lch lm, sang trng, qu phi, rt ph hp vi hnh nh m clear men ang to dng trong lng khch hng ca mnh. c th khai thc ti a hnh nh v to ra Brand ln trong lng khch hng, Uniliver a ra hng hot chin dch qung co, PR, event ... khi bn nh cao phong , c th gii phi di theo bn, clear men nay tng cng hp cht cho da u khe, cn ph gu lin tc trong 365 ngy y l mt trong nhng thng ip m clear men gi ti khch hng, nghe cc on qung co ny chng ta c th thy c nhng gi tr nhn c t clear men l: sch gu vi hp cht cho da u khe, ci ny mi chnh l s dng du gi u, sch gu c th nh cao phong . Qua y s dng clear men bn s c 2 gi tr l vt cht v tinh thn. _Romano: Khi X-Men bt u xut hin trn th trng, lc ch c Romano l mt sn phm dnh cho nam gii. Tuy nhin, Romano li c nh hng l mt sn phm sa tm, Romano l mt sn phm c nh v theo phong cch , c mi hng lng mn ca nhng chng trai x Italia. Romano, cng nh tn gi ca n chnh l hnh nh ca nc , n ng : thanh lch, sang trng v tinh tTuy nhin nhng yu t ny c l c lm m cht mt cch qu mc cn thit khin cho hnh nh v sn phm tr nn iu v c phn n tnh vn l mt iu ti k khi ni v n ng. Hn na, iu kh khn y l sn phm ny mt thi gian i cng vi sn phm dnh cho ph n l Enchanteur. iu ny khin sn phm mc d dnh cho nam gii nhng khng c nam gii a chung. Mt khc, ni ti phong cch v phong cch M, th phong cch hnh ng kiu M lun c nam gii. nht l cc bn trai tui teen a chung hn. 3. Brand positioning map Sn phm Gi (T v) 4. Target customer ICP nhm n i tng khch hng hon ton mi, l nhng ng n ng vn ang dng du gi dnh cho n. Qu tht, khi cha c s xut hin ca xmen, nhiu ngi vn k my quan tm n vic mnh ang dng du gi chon am hay n. Thi quen tiu dng ca a s n ng VN v l: ngi ph n trong G mua g th mnh dng ny. Nm bt iu ny, nhng ng qun X-Men (650ml) 109,000 Clear Men 108,500 Romano 120,000

l thng hiu xmen chn chin lc nhm vo c 2 nhm khch hng: i tng s dng v i tng mua. Chnh v vic thc c hai t ct li n ng ny m X men lm rt tt trong vic nh v khi a phn ngi tiu dng u coi X-men l sn phm ngoi nhp vi hnh nh ban u l ngi n ng thc s nam tnh: Brad Pitt (m sau ny l Michael Fox). Yu t k tip chnh l mt thng ip kh thu hiu insight ca ngi tiu dng:Nu thng chng, hy anh y dng du gi ring: thng ip ny nhm ti m, v, ngi yu, bn gi ca khch hng da vo hnh vi mua hng lc y, khi nhng ngi ny thng l ngi quyt nh mua Nu l nam nhi, hy dng du gi ring : thng ip khch tng chnh khch hng mc tiu kh hiu qu khi chm ti ci ti lc no cng ln ca ngi n ng. Trn TVC lc ny xut hin on qung co ngi hng X-Men X-Hitchhiking. Dng nh cc on video qung co ln lt ra i (u tin l X-Hitchhiking, ri n X-Mission, v X-Rescue, gn y l Die Hard 5) nh vo thc khng nh ca cc cu b tui teen, nhng ngi lun mun khng nh ci n ng ch thc trong ngi. V nhng pha hnh ng theo phong cch M ny li s n tng kh su sc trong lng h. Tng quan: X-Men nhm n i tng nam gii t 18 45. C thu nhp trung bnh kh tr ln. Sng thnh th. 5. Customer insight _ Li ch l tnh: Tr gu, hng thm c bit _ Li ch cm tnh: Phong cch n ng ch thc 6. Attributes Sn phm dnh cho n ng. Sn phm tr sch gu cc k hiu qu 7. Benefits rational & emotional _ Li ch l tnh: Hng thm c bit _ Li ch cm tnh: Phong cch n ng ch thc 8. Core values Ngi n ng ch thc vi tnh cch thng minh, ho hip, lun c mt ng lc v vt qua mi th thch mt cch khn kho

9. Personality Mnh m, lch lm 10. Brand promise Phong cch mnh m v y bn lnh 11. Positioning statement n ng ch thc