LI NI U

Trong iu kin hi nhp kinh t ton cu hin nay, con ngi ngy c tip cn vi nhiu tri thc hin i, nh vy m i sng kinh t ca ngi dn c ci thin v cht lng cuc sng cng ngy mt cao hn. Trc y con ngi ch dng li nhu cu n no mc m th ngy nay nhu cu chuyn sang mt hnh thc cao hn l n ngon mc p. Khng ch dng li , con ngi cn mun th hin mnh trong mt mi ngi bng nhiu cch khc nhau. V vy nhu cu lm p cng l mt trong nhng iu cn thit mi ngi c th hin mnh theo mi la tui. iu kin kinh t th trng nh ni trn, cc mt hng phc v cho nhu cu lm p ca mi ngi khng ngng c ci tin, sn phm a dng v mu m, mu sc vi cht lng ngy cng nng cao. Trong bi cnh , vic cnh tranh gia cc cng ty l iu tt yu xy ra; v i vi ring cng ty TNHH Kao Vit Nam cng dng sn phm chnh l sa ra mt Bior v mens Bior v ang ngy mt hon thin hn v sn phm, nhn mc, bao b duy tr v n nh khch hng; ng thi b phn marketing ca cng ty cng tin hnh nghin cu th trng, hnh vi ngi tiu dng v a ra chin lc marketing thch hp cho dng sn phm ny nhm c th tha mn mt cch tt nht nhu cu khch hng, tng th phn ca mnh trn th trng v em li li nhun tt nht cho cng ty.

GVHD: Thy Nguyn Vn Trng

Chng I: C s l lun v Marketing-mixI. Khi nim Marketing-mix:1. Khi nim: Marketing mix (Hn hp hay Phi thc Marketing) l mt trong nhng khi nim ch yu ca Marketing hin i. Marketing mix l tp hp nhng cng c Marketing m cng ty s dng t c cc mc tiu trong mt th trng chn. Cc cng c Marketing c pha trn v kt hp vi nhau thnh mt th thng nht ng ph vi nhng khc bit v thay i trn th trng. C th ni Marketing mix l mt gii php c tnh tnh th ca t chc. Thut ng marketing mix marketing hn hp ln u tin c s dng vo nm 1953 khi Neil Borden, l ch tch ca hip hi Marketing Hoa K ly tng cng thc thm mt bc na v t ra thut ng Marketing hn hp. Mt nh tip th ni ting, E. Jerome McCarthy, ngh phn loi theo 4P nm 1960, m nay c s dng rng ri. Khi nim 4P c gii thch phn ln trong sch gio khoa v marketing v trong cc lp hc. Cc cng c ca Marketing gm c (4P): sn phm (Product), gi c (Price), phn phi (Place) v xc tin (Promotion); cc thnh phn ca tng P c trnh by c th di y:

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GVHD: Thy Nguyn Vn Trng Sn phm (P1) Cht lng Hnh dng c im Nhn hiu Bao b Kch c Dch v Marketing mix Phn phi (P3) Loi knh Trung gian Phn loi Sp xp D tr Vn chuyn Th trng mc tiu Xc tin (P4) Qung co Khuyn mi Quan h cng chng Bn hng c nhn Marketing trc tip Gi c (P2) Cc mc gi Gim gi Chit khu Thanh ton Tn dng

Marketing mix c th c chn t rt nhiu kh nng, c th hin nh mt hm c bn bin s l (P1, P2, P3, P4). Marketing mix ca mt cng ty ti thi im t cho sn phm A c mc cht lng q, gi bn m, chi ph phn phi y, chi h xc tin z c th hin l (q, m, y, z). Mt bin s thay i s dn n mt kt hp mi trong Marketing mix. Khng phi tt c nhng yu t thay i trong Marketing mix c th iu chnh trong ngn hn. Cng ty c th iu chnh gi bn, lc lng bn, chi ph qun co trong ngn hn nhng ch c th pht trin sn phm mi v thay i knh phn phi trong di hn.3

GVHD: Thy Nguyn Vn Trng 2. Quan im Marketing mix nhn t gc 4C ca khch hng: Doanh nghip mun thnh cng, chin lc tip th hn hp - 4P ngy nay cn gn lin vi mt ch C (Customer) th hin quan im xuyn sut l hng v khch hng, ly khch hng lm trng tm hoch nh chin lc v trin khai cc chng trnh hnh ng mi b phn ca doanh nghip, khng ch trong lnh vc tip th. Bi hc v lng dnh cho sinh vin theo hc cc chuyn ngnh marketing l chin lc tip th hn hp, thng c gi tt l 4P: Product (sn phm), Price (gi), Place (phn phi) v Promotion (khuyn mi, truyn thng). y cng l bn yu t c bn v quan trng bc nht m cc doanh nghip khng th b qua khi xy dng cc chin lc tip th a bt k loi hnh sn phm, dch v no ra th trng. Gn y, cc chuyn gia marketing cn tip tc a vo chin lc tip th hn hp thm nhiu ch P khc nh People (con ngi), Process (quy trnh), Physical Evidence (bng chng vt l) tng cng sc mnh cho hot ng tip th. Tuy vy, chin lc ny ch c th em li thnh cng nu doanh nghip hoch nh v trin khai di gc nhn khch quan t khch hng v ngi tiu dng, ch khng phi t gc nhn ch quan ca doanh nghip.Gc nhn khch quan t khch hng s gip doanh nghip a ra th trng nhng sn phm p ng c mong i ca khch hng, bn vi mc gi m khch hng chp nhn c, phn phi ni thun tin cho khch hng, v lm cng tc truyn thng theo cch m khch hng thch. Chnh v vy, cc chuyn gia marketing a ra khi nim 4C v gn cc C ny vi cc P theo tng cp lu nhng ngi lm marketing ng qun xem khch hng l trng tm khi hoch nh cc chin lc tip th. (Ni dung ny s c trnh by k hn phn sau).

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GVHD: Thy Nguyn Vn Trng

II.

Cc thnh phn ca Marketing mix:1. Sn phm (Product): L thnh phn c bn nht trong Marketing mix. c th l sn phm

hu hnh ca cng ty a ra th trng, bao gm cht lng sn phm, hnh dng thit k, c tnh, bao b v nhn hiu. Sn phm cng bao gm kha cnh v hnh nh cc hnh thc dch v giao hng, sa cha, hun luyn, V d in hnh ca mt khi lng sn xut vt th hu hnh l nhng chic xe c ng c. Mt khi lng cha r rng nhng ph bin dch v sn xut l mt h thng iu hnh my tnh. 2. Gi (Price): L thnh phn khng km phn quan trng trong Marketing mix. Gi bn l chi ph khch hng phi b ra i ly sn phm hay dch v ca nh cung cp. N bao gm gi bn s, gi bn l, chit khu, gim gi, tn dng. N c xc nh bi mt s yu t trong c th phn, cnh tranh, chi ph nguyn liu, nhn dng sn phm v gi tr cm nhn ca khch hng vi sn phm. Vic nh gi trong mt mi trng cnh tranh khng nhng v cng quan trng m cn mang tnh thch thc. Gi phi tng xng vi gi tr nhn c ca khch hng v c kh nng cnh tranh v nu t gi qu thp, nh cung cp s phi tng s lng bn trn n v sn phm theo chi ph c li nhun. Nu t gi qu cao, khch hng s dn chuyn sang i th cnh tranh. Quyt nh v gi bao gm im gi, gi nim yt, chit khu, thi k thanh ton,... 3. Phn phi (Place): Cng l mt thnh phn ch yu trong Marketing mix. l nhng hot ng lm cho sn phm c th tip cn vi khch hng mc tiu. i din cho cc a im m mt sn phm c th c mua. N thng c gi l cc knh phn phi. N c th bao gm bt k ca hng vt l cng nh cc ca5

GVHD: Thy Nguyn Vn Trng hng o trn Internet. Cng ty phi hiu r, tuyn chn v lin kt nhng nh trung gian (cc knh phn phi) cung cp sn phm n th trng mc tiu mt cch c hiu qu. Vic cung cp sn phm n ni v vo thi im m khch hng yu cu l mt trong nhng kha cnh quan trng nht ca bt k k hoch marketing no. 4. Xc tin (Romotion): Thnh phn th t ny gm nhiu hot ng dng thng t v thc y sn phm n th trng mc tiu. Xc tin hay h tr bn hng l tt c cc hot ng nhm m bo rng khch hng nhn bit v sn phm hay dch v ca cng ty, c n tng tt v chng v thc hin giao dch mua bn tht s. Nhng hot ng ny bao gm qung co, catalog, quan h cng chng v bn l, c th l qung co trn truyn hnh, i pht thanh, bo ch, cc bng thng bo, a sn phm vo phim nh, ti tr cho cc chng trnh truyn hnh v cc knh pht thanh c ng o cng chng theo di, ti tr cho cc chng trnh dnh cho khch hng thn thit, bn hng qua in thoi, bn hng qua th trc tip, gii thiu sn phm tn nh, gi catalog cho khch hng, quan h cng chng... Cn lu rng (nh ni phn trn) trn quan im ca ngi bn 4P l nhng cng c Marketing tc ng n ngi mua. Trn quan im ca ngi mua mi cng c Marketing c thit k cung cp li ch cho khch hng. Robert Lauterborn cho rng 4P l p ng 4C ca khch hng. Cng ty mun chin thng trn th trng phi p ng nhu cu ca khch hng mt cch c hiu qu bng cc sn phm v gi c hp l, to tin li cho khch hng v phi c cch thng t thch hp. Gc nhn khch quan t khch hng s gip doanh nghip a ra th trng nhng sn phm p ng c mong i ca khch hng, bn vi mc gi m khch hng chp nhn c, phn phi ni thun tin cho khch hng, v lm6

GVHD: Thy Nguyn Vn Trng cng tc truyn thng theo cch m khch hng thch. Thy c mi quan h ny cc chuyn gia Marketing a ra khi nim 4C v gn tng C vi mt tng ng nh sau:

4P Sn phm

4C i hi v mong mun ca khch hng

Ni dung Th hin quan im mi sn phm a ra th trng phi thc s l mt gii php cho khch hng, ngha l nhm gii quyt mt nhu cu thit thc no ca khch hng ch khng phi ch l gii php kim li ca doanh nghip. Mun lm tt ch C ny, doanh nghip buc phi nghin cu tht k tm ra nhu cu ch thc ca khch hng, gii php no p ng ng nhu cu ny.

Product

Customer needs and wants

Gi Price

Chi ph i vi khch hng Cost to the customer

Th hin quan im cho rng gi ca sn phm cn c nhn nhn nh l chi ph m ngi mua s b ra. Chi ph ny khng ch bao gm chi ph mua sn phm m cn c chi ph s dng, vn hnh, v c hy b sn phm. Chi ph ny phi tng xng vi li ch m sn phm em li cho ngi mua. Cn hiu li ch y bao gm c li ch l tnh ln li ch cm tnh. Nhiu ngi n o cha mua t khng phi v gi sn phm cao m v chi ph s dng qu cao (xng du, ph tng, bo dng, bi , ti x). Trong bi cnh , cc loi xe tit kim nhin liu, ph tng r v d dng thay th thng l gii php tt. i hi cch thc phn phi sn phm ca7

Phn phi

Thun tin

GVHD: Thy Nguyn Vn Trng Place Convenience doanh nghip phi to s thun tin cho khch hng. in hnh ca kha cnh thun tin trong phn phi c th k n mng li my ATM ca cc ngn hng. Ngn hng no c nhiu my, b tr nhiu ni, my t b trc trc khi rt tin, ngn hng s c nhiu khch hng m th. Xc tin Promotion Thng t Communication Yu cu cng tc truyn thng phi l s tng tc, giao tip hai chiu gia doanh nghip vi khch hng. Doanh nghip lng nghe tm t, nguyn vng ca khch hng v ni cho khch hng nghe l sn phm s p ng nhng tm t, nguyn vng nh th no. Mt chin lc truyn thng hiu qu phi l kt qu ca s giao tip, tng tc gia sn phm, thng hiu vi khch hng t c s thng hiu v cm nhn su sc t khch hng i vi sn phm, thng hiu. Khng t doanh nghip hin nay thc hin qung co theo kiu tun ra xi x mt chiu t pha doanh nghip, bt chp ngi tiu dng tiu ha c n u. Nhiu thng ip cn gy ri rm, kh hiu, thm ch phn cm cho khch hng. y, cng tc truyn thng khng mang ngha giao tip, trao i thng tin gia hai i tng. V nh vy, s khng bao gi sn phm hay thng hiu t c thin cm, ni chi n8

GVHD: Thy Nguyn Vn Trng ng cm, t pha khch hng. Kt qu l sn phm cng vi thng hiu rt d b khch hng qun. Truyn thng giao tip hai chiu c cc cng ty chuyn nghip thc hin thng qua vic lng nghe phn hi ca khch hng, phn tch phn ng ca khch hng, v o lng kt qu ca cc t truyn thng c s hiu chnh cn thit cho mt phn hoc ton b chin dch.

Chc chn l s cn cn nhiu ch C hn th hin gc nhn khch quan t pha khch hng thay cho gc nhn ch quan t pha doanh nghip. Cho d l 4P, 7P hay nhiu P hn trong marketing ngy nay, th mi ch P u cn gn lin vi mt ch C (Customer) th hin quan im xuyn sut l hng v khch hng. Khng cch no khc, doanh nghip phi ly khch hng lm trng tm hoch nh chin lc v trin khai cc chng trnh hnh ng mi b phn ca doanh nghip, khng ch trong lnh vc tip th. u khng c th c quyn, khng c s p t v l t pha ngi bn i vi ngi mua, , mi ch C s l kim ch nam hnh ng cho doanh nghip hng ti thnh cng.

III.

Cc nhn t nh hng n Marketing mix:1. V tr uy tn ca doanh nghip trn th trng: Nu doanh nghip chim lnh c th phn cao th lc khng cn

tn nhiu chi ph cho cc hot ng xc tin nhng vn bn c hng. 2. Yu t sn phm:

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GVHD: Thy Nguyn Vn Trng Sn phm khc nhau phi c cch bn hng, xc tin khc nhau. Do , doanh nghip phi thit k h thng phn phi v s dng cc cng c xc tin khc nhau 3. Th trng: Ty thuc vo kh nng mua hng ca tng th trng m doanh nghip phi c Marketing mix khc nhau. V d sc mua ca th trng thnh th cao hn sc mua ca th trng vng su, vng xa. V vy, Marketing mix cho sn phm cc th trng phi khc nhau4. Giai on ca chu k sng sn phm:

Mi giai on ca chu k sng sn phm c c im khc nhau nn cn c Marketing mix khc nhau.Chu k sng ca sn phm v quyt nh ca Marketing

Giai on Gii thiu Mc tiu Marketing To s nhn bit sn phm, khuyn khch dng th Cc chin lc Marketing Sn phm Sn phm c bn

Pht trin

Chn mui

Suy thoi

Ti a ha th phn

Ti a ha li nhun v bo v th phn

Gim chi ph tn thu sn phm

M rng sn phm, gia tng cc dch v10

a dng ha sn phm v nhn hiu

Loi tr dn nhng sn phm kinh doanh khng hiu qu

GVHD: Thy Nguyn Vn Trng khch hng Gi c Gi thm nhp Xem xt Gi cnh tranh Gim gi vi cc i th

hoc gi ht vng iu chnh gi do chi ph gim Phn phi Xy dng h thng phn phi. M rng h thng phn phi.

Ci t v cng Loi b nhng c h thng phn phi,khai thc cc th trng mi. knh khng hiu qu.

Chiu th(xc tin)

Cc Chng trnh qung co v tuyn truyn rm r to s nhn bit sn phm, khuyn khch s dng SP.

To s a thch i vi nhn hiu, tng nhu cu s dng sn phm qua cc Chng trnh khuyn mi.

Xy dng tnh Tng cng cc cch nhn hiu nhn mnh s khc bit v li ch nhn hiu. Chng trnh khuyn mi tn thu sn phm.

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GVHD: Thy Nguyn Vn Trng

Chng II: Thc trng Marketing mix ca dng sn phm sa ra mt BiorI. Gii thiu chung v tp on Kao:1. Lch s hnh thnh v pht trin ca tp on Kao: a. Tng quan v tp on Kao: Tp on Kao do ng Tomiro Nagase thnh lp vo thng 6/1887 v hp nht 5/1940. Ngay khi thnh lp, tp on khng ngng tin hnh cc hot ng sn xut kinh doanh theo s mnh ng gp ht mnh v s hi lng v lm phong ph cuc sng ca con ngi trn ton th gii thng qua cam kt Yoki-Monozukuri . Tn ca Tp on, Kao, bt ngun t tn ca sn phm u tin l x phng v sinh cao cp Kao Sekken. S ra mt vo nm 1890 ca sn phm mi ny c xem nh l mt bui bnh minh cho th trng cc sn phm v sinh ti Nht Bn. Tp on Kao hot ng kinh doanh trn ton th gii bao gm Chu , Bc M v Chu u trong cc lnh vc t Chm sc sc p n cc sn phm ha cht. Kao cng t ho c c mt th trng a dng phong ph v lc lng lao ng to nn sc mnh tng hp ca Tp on Kao, mt nn tng c hnh thnh t trit l, t duy ca Tp on v Phng chm Kao. Phng chm Kao "Phng chm Kao" th hin trit l kinh doanh ca cng ty v l nn tng cho cc hot ng kinh doanh ca Tp on Kao. V c bn, "Phng chm Kao" em n tnh nht qun cho cc hot ng ca Tp on t vic xy dng k hoch kinh doanh ngn hn n di hn cho mi quyt nh kinh doanh m cng ty thc hin mi ngy. Theo , phng chm hot ng nh mt nguyn tc hng dn cho mi thnh vin ca cng ty, em n s pht trin cho cng ty cng nh cho tng c nhn thnh vin. Chnh v vy, y l mt yu t thit12

GVHD: Thy Nguyn Vn Trng yu khin cho cng vic tr nn l th hn v thm nhun c ngha cao p trong mc ch kinh doanh ca Tp on. Cc cng ty thuc Tp on Kao v cc thnh vin chia s "Phng chm Kao" khng ch n thun l s hng dn hay thit lp nhng quy tc m cn l nn tng t c th xc nh gi tr cng vic cng nh nhng mi quan tm m chng ti s phi i mt. Vi mc tiu hng n mi tng lp khch hng, Tp on Kao pht trin kinh doanh cc sn phm phc v cho ngi tiu dng bao gm: lnh vc Chm sc sc p mang n nhng sn phm m phm uy tn, cc sn phm cao cp v chm sc da v tc, lnh vc Chm sc sc khe con ngi vi nhng sn phm ung chc nng phc v cho sc khe, cc sn phm chm sc v sinh ph n v tr em, lnh vc Chm sc vi si v v sinh nh ca bao gm cc loi bt git v cc cht ty ra gia dng. Ngoi ra, trong lnh vc kinh doanh ha cht, cng ty pht trin cc sn phm ha cht ph hp vi nhu cu a dng ca cc ngnh cng nghip. Lnh vc kinh doanh sn phm ha cht pht trin vi mc tiu cung cp cc sn phm ha cht thn thin mitrng vi cc chc nng c ci tin v em li hiu sut cao cho cc ngnh cng nghip trn ton th gii. Cng ty Kao Vit Nam chnh thc c thnh lp vo ngy 29/11/1995 thuc tp on ha m phm Kao Nht Bn- x s ca m phm chm sc da c a chung bi cht lng hng u chu , sau ny c i thnh Cng ty TNHH Kao Vit Nam vo ngy 02/6/2008 theo Giy chng nhn u t s 472043000488, c cp bi Ban Qun L Cc Khu Cng Nghip ng Nai . Kao Vit Nam l cng ty u tin c xy dng nh my ti Khu cng nghip Amata, ng Nai. Lnh vc kinh doanh chnh ca Cng ty bao gm: sn xut, phn phi, kinh doanh trong nc v xut khu cc cht hot ng b mt c phn hy sinh hc cao, cc sn phm dng da v tc, cc cht ty ra v lm sch gia dng, ph gia b tng, bng v sinh v cc ha cht khc c lin quan.13

GVHD: Thy Nguyn Vn Trng - u nm 1997, Cng ty tung ra sn phm u tin l sa ra mt Bior, sau n sn phm gel vut tc Sifon. - Nm 1998, Cng ty gii thiu tip sn phm bng v sinh ph n Laurier cng vi sn phm sa ra mt dnh cho nam Mens Bior ra th trng. Trong sut qu trnh hot ng ca mnh ti Vit Nam, Cng ty lun cam kt mang n cho khch hng nhng sn phm c cht lng tt nht v an ton nht song song vi vic bo v mi trng v ng gp cho cng ng. Mi thnh vin ca Kao Vit Nam lun thm nhun phng chm hot ng nh l kim ch nam ca Cng ty l "V cuc sng phong ph, ha hp cng thin nhin" (Enrich lives, in harmony with nature) Ni b cng ty hot ng kh tt, ban gim c cng i ng nhn vin ca cng ty cng hp tc lm vic, a ra slogan cho sn phm: Da p ch l chuyn nh vi Bior v ch o b phn sn xut thc hin ng, b phn marketing truyn ti thng ip n vi ngi tiu dng. Phng qun tr marketing phi hp cht ch vi cc n v khc ca cng ty. Tnh hnh hot ng ca tp on Kao: Khi qut v Cng ty (thi im ngy 31/3/2011) - Vn iu l: 85,4 t Yn - i ng nhn vin: 5.924, (Tng s nhn vin trong cc cng ty thuc Tp on Kao : 34.743) - i din: ng Motoki Ozaki, Ch tch kim Gim c iu hnh. Doanh thu v li nhun hp nht (nm ti chnh 2010, kt thc ngy 31 thng 3 nm 2011) - Doanh thu thun: 1.186,8 t Yn - Doanh thu t hot ng kinh doanh: 104,5 t Yn - Doanh thu thng thng: - Li nhun rng: 103,3 t Yn 46,7 t Yn

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GVHD: Thy Nguyn Vn Trng Doanh thu thun hp nht (n ngy 31/3/2011)

b. Quy m hot ng v chc nng: Khng ngng phn u lm hi lng v phong ph thm cho cuc sng ca ngi tiu dng trn ton cu thng qua bn lnh vc kinh doanh chnh. Tp on Kao pht trin kinh doanh sn phm tiu dng cho mi tng lp khch hng ni chung ba lnh vc: Chm sc sc p, Chm sc sc khe con ngi, Chm sc vi si & v sinh nh ca. Cn trong lnh vc kinh doanh ha cht, cng ty cng pht trin cc chng loi sn phm ha cht a dng p ng cc nhu cu khc nhau cho cc ngnh cng nghip. Tp on Kao tin rng thng qua cc lnh vc kinh doanh ny,h c th ng gp lm hi lng v phong ph cuc sng ca mi ngi trn ton th gii. - Chm sc sc p:Trong lnh vc Chm sc sc p, cng ty Kao p ng c nhu cu lm p ca ngi tiu dng bng cc sn phm m phm cao cp, cc sn phm chm sc da v c th, cc sn phm chm sc tc v to kiu tc. - Chm sc sc khe con ngi:Trong lnh vc ny, Kao cung cp mt lot sn phm bao gm cc loi ung chc nng tt cho sc khe, cc sn phm chm sc v sinh ph n v tr em, cc sn phm chm sc rng ming, gip cho cuc sng ca con ngi tr nn thoi mi v khe mnh hn mi ngy.15

GVHD: Thy Nguyn Vn Trng - Chm sc vi si v dung dch v sinh nh ca:Nhm mang li cho con ngi mt cuc sng thoi mi v sch s hn mi ngy, Kao cung cp cc loi bt git, nc ra chn v cc cht ty ra gia dng cht lng cao p ng hon ho cho nhu cu chm sc qun o v v sinh nh ca. - Ha cht: Bn cnh vic cung cp ngun nguyn liu th cho cc cng ty thuc Tp on Kao cn cung cp cc sn phm ha cht a dng cho cc ngnh cng nghip khp ni trn th gii.Bn cnh nhng li th v sn phm cng ty cn c mt i ng tip th v nhn vin bn hng hng hu c huyn luyn v o to tt, nm vng kin thc v sn phm khng nhng gip cng ty bn hng m cn cung cp thng tin ngi tiu dng nhn thc r hn ng thi thy c li ch ca vic dng sn phm Bior cng nh nhu cu cn thit s dng sn phm ny. 2. Mc tiu, nhim v: Mc tiu: Tn tm phn u v s hi lng v lm phong ph cuc sng ca con ngi trn ton th gii thng qua cam kt Yoki-Monozukuri ( Mang n nhng sn phm c gi tr tuyt ho), c hnh thnh t quan im ca khch hng v ngi tiu dng. Tp on Kao l mt cng ty kinh doanh sn phm tiu dng cho mi tng lp khch hng ni chung cc lnh vc: Chm sc sc p, Chm sc sc khe con ngi, cng ty Kao mt mc tiu quan trng l chm sc sc khe cho cng ng, mang nhng li ch qua cc sn phm t cng ty n vi khch hng. Nhim v: Nghin cu th trng tm u ra cho sn phm Qung co, khuyn th, khuyn mi, tip th

16

GVHD: Thy Nguyn Vn Trng T chc mng li phn phi rng khp nhm p ng nhu cu ngi tiu dng v t mc tiu ra qua h thng siu th, ca hng, bn s v l. 3. T chc b my cng ty: Cc hot ng kinh doanh ca Tp on Kao lun c nh hng phc v ngi tiu dng, khch hng. Cc cng ty thuc Tp on v cc n v, c nhn lm vic cng nhau theo tinh thn Yoki-Monozukuri, em n nhng sn phm v dch v cho php chia s nim vui vi ngi tiu dng v khch hng tt nht. - B phn Nghin cu v Pht trin B phn Nghin cu v Pht trin ca Tp on Kao cam kt to ra nhng sn phm ci tin v cht lng, tm huyt vi phng chm "Hp nht trong s a dng".Hot ng nghin cu vi cch thc kt hp chc nng cho ca Tp on Kao mang li nhng tin b vt bc trong vic nghin cu pht trin sn phm v cng nh cc nghin cu c bn khc phc v cho cc hot ng sn xut kinh doanh ca Tp on. Thng qua qun l ma trn, kin thc v tr tu ca tng lnh vc chuyn bit s c kt hp nng ng v linh hot theo phng chm Yoki-Monozukuri, sng to ra cc sn phm ci tin v cht lng em li s hi lng cho ngi tiu dng v khch hng. - B phn Marketing Phng chm Yoki-Monozukuri hng v ngi tiu dng chnh l nn tng tip th ca Tp on Kao. Cng ty xc nh nhng nhu cu ca ngi tiu dng v to ra sn phm s dng cng ngh tin tin p ng nhng nhu cu . Sau , truyn ti thng ip v li ch vt tri ca sn phm n ngi tiu dng, cng lc xut ra nhiu tng sng to nhm a ra cch tip cn tt nht gip khch hng c th la chn v mua sm mt cch thun tin. Nh mt phn trong s n lc tip th ny, cc cng ty thuc Tp on Kao cng nhau lm vic nhm a ra nhng gi tr mi ph hp vi nhng thay i nhanh chng trong x hi. - B phn Sn xut17

GVHD: Thy Nguyn Vn Trng Sn xut ra nhng sn phm c th s dng mt cch an ton v gip khch hng hon ton an tm v cht lng khi s dng. Cc c s sn xut trn ton cu cam kt sn xut ra nhng sn phm cht lng cao vi gi thnh thp. - B phn Phn phi cung cp sn phm n tay ngi tiu dng/khch hng khng b chm tr, xem xt tt c cc khu trong quy trnh lm vic t vic thu mua nguyn liu n vic bn ra sn phm cui cng, lin kt vic sn xut vi cc nh bn l, v thc y vic qun l chui cung ng nhm trnh trng hp ngun cung cp b thiu ht trong khi gim thiu hng tn kho. - B phn Bn hng Nhm mang nhng sn phm, nhng thng hiu v thng tin c gi tr n vi ngi tiu dng v khch hng, cng ty pht trin cc hot ng bn hng mt cch ton din. t c mc tiu ny, cng ty duy tr mng li thng tin v hu cn mt cch hiu qu, a ra nhng tng c th to ra mt knh tip cn khch hng hp dn v nhng phng php bn hng hiu qu, cng nh cung cp nhng b quyt giao tip khch hng cho cc nh bn l. H thng qun l ma trn c trng ca Kao gip Tp on hip lc cc b phn kinh doanh v cc n v chc nng bng cch lin kt cc b phn qun l kinh doanh ca cc ngnh hng vi cc b phn chc nng bao gm Nghin cu & Pht Trin, Sn xut v Bn hng. Nhng kin thc v b quyt c o c c thng qua s phi hp ny s c chia s vi cc n v kinh doanh khc ca Tp on Kao nng cao hn na tt c cc hot ng trong ton Tp on Kao.

18

GVHD: Thy Nguyn Vn Trng Tp on Kao ang nng cao sc mnh tng hp bng cch chia s chuyn mn v tip th v k nng bn hng c pht trin ti th trng bn a cng nh ti nc ngoi v n lc lm vic nng cao hn na cc k nng ny nhm p ng c ngy cng tt hn cho tng th trng khc nhau. Nhng n lc ny ang to nn s thay i tng ngy cho Tp on Kao nhm y mnh hn na mc tng tr ln nhau.

II.

Tnh hnh th trng v dng sn phm sa ra mt Bior:Bior thng hiu chm sc da dnh cho n gii tr nn quen thuc i

vi ngi tiu dng ti Vit Nam cng nh cc nc Chu khc. Vi cc sn phm a dng v chng loi, t sa ra mt, sa tm, sn phm ty trang, sn19

GVHD: Thy Nguyn Vn Trng phm chng nng n ming dn mi lt mn, Bior lun p ng c nhng nhu cu khc nhau ca phi p trong vic chm sc da. 1. Qu trnh thm nhp sn phm sa ra mt Bior vo th trng Vit Nam: Vi mt t nc hn 87 triu dn v mt t l dn tui teen kh cao, Kao nhn thy y l mt th trng tim nng. Vo nm 1997 sn phm sa ra mt Bior chnh thc thm nhp vo th trng Vit Nam vi mc tiu a sn phm rng ri n ngi tiu dng trn ton th gii. Trong giai on u ny, cng ty cng gp nhiu kh khn do y l mt sn phm mi i vi ngi dn ti y v cng cha hiu r v tm l cng nh nhu cu ca tui teen. Nhng sau mt thi gian sn phm cng ty pht trin rng nh vo thng hiu mnh t nc ngoi cng vi qu trnh nghin cu tm l ngi tiu dng. Qua 14 nm thm nhp vo th trng Vit Nam, hin nay sn phm Bior pht trin a dng v cc chc nng cng nh mu m. t c kt qu kh quan nh th ny ngoi s uy tn m cng ty to trong sut 14 nm qua vi cht lng sn phm v dch v tt phi k n s ng gp n lc ca cc nhn vin trong cng ty. Vi cc k nng v kinh nghim ca mnh, i ng nhn vin cng ty vi tinh thn trch nhim cao, k nng chuyn mn kt hp kinh nghim khng nh thng hiu Bior trn th trng Vit Nam v a sn phm sa ra mt Bior n vi ngi dn Vit Nam. Trong bi cnh th trng cnh tranh khc lit hin nay nhn hng Bior to uc tn tui ca mnh trn th trng v tr thnh mt i th mnh cho cc nhn hiu khc.

20

GVHD: Thy Nguyn Vn Trng

Biu tng trng 2 nm qua v mc tiu tng trng 201060% 50% 40% 30% 20% 10% 0% Nm 2008 Nm 2009 Nm 2010 Biu tng trng 2 nm qua v mc tiu 2010

V tr ca Bior trn th trng Vit Nam: Trong nm qua, th phn ca Clean & Clear trn th trng sa ra mt ti Vit Nam chim 9,6 % tng th trng. Th phn ca Bior so vi i th cnh tranh Ponds22,3%

Clean & Clear10,3%

Hazeline9,8%

Bior9,4%

E1006,6%

Nevia6.4%

Olay2.2%

Ngun: Cng ty nghin cu th trng AC Nielsen Biu th phn Bior so vi cc i th cnh tranh

Phn trm 25.00% 20.00% 15.00% 10.00% 5.00% 0.00% Pond's Hazeline Bior Clean&Clear E100 Nevia Olay

21

GVHD: Thy Nguyn Vn Trng Trong khi Ponds lin tc dn u th trng th tnh hnh sn phm sa ra mt Bior ca cng ty ang gi mc n nh, t l chim gi th trng l 9,6% . Nh vy, c th ni gii tr v ngi dn trn th trng c nc hin nay rt a chung v tin dng sn phm sa ra mt Ponds bi sn phm d mua, gi bnh dn ng thi cc chng trnh qung b ca hai nhn hiu ny kh rng v bao qut nhiu i tng. Bn cnh cn kh nhiu cc nhn hng nhn c s u i ca ngi tiu dng nh Hazeline, Clean & Clear, E100 Nevia Nh vy, qua thi gian sn phm sa ra mt Bior m cng ty phn phi dn khng nh tn tui ca mnh sau bao nhiu nm pht trin lin tc n gi. Ngy nay, sa ra mt Bior tr thnh mt trong cc sn phm dn u trn th trng v mc tiu th 2. S lc v th trng sa ra mt Bior ti Vit Nam: Mt hng sa ra mt l mt hng ang c tiu th kh mnh trong th trng m phm. Theo s liu ca ca mt cng ty nghin cu th trng, nm 2009 gi tr ca th trng m phm Vit Nam c t gn 12000 t v mc tng trng hng nm vo khong 20-30 % / nm. vi mc tng trng nh vy ch yu do s lng ngi mua tng t m ch yu l s tin mua sm tng theo gi tr sn phm. Nh vy ta thy tim nng ln ca th trng m phm Vit Nam. Vit Nam l t nc nhit i, nng nng, hanh kh nhng li hay m mc. Trong khi , mi trng sng y khi bi, cng vi nhng cng nghip ha lm cho con ngi cng thng, nh hng khng kh n th trng, c bit l ln da. Tri nng nng, n ung v sinh hot tht thng lm cho da ni mn, ln da dy, l chn lng n to, khin nhiu ngi cm thy kh chu. T nhu cu ca mi ngi ngy cng tng, th trng m phm xut hin ngy cng nhiu loi c tnh chuyn dng, phc v a dng hn v sa ra mt l mt gii php22

GVHD: Thy Nguyn Vn Trng Theo mt kt qu v tiu dng m phm tui di 25 ca mt cng ty nghin cu th trng ti 30 trng ph thng, cao ng, i hc v cc trung tm thng mi, siu th ln ti TP HCM, H Ni, Nng v Cn Th cho thy: c 30% s hc sinh tui 15, 16 bt u lm quen vi mt trong cc sn phm chm sc da v trang im c bn nh: sa ra mt, sa tm, nc dng cn bng m, kem dng chng mn, son dng mi... T l ny c chiu hng tng dn theo tui. n khong 17, 19 tui, t l c dng m phm l 70%, v trn 19 tui th t l ny gn 90% V th trng sa ra mt nc ta hin nay ht sc phong ph v a dng cc nhn hiu cng nh cc chng loi ca cc cng ty trong v ngoi nc. Khi bc chn vo bt k mt siu th hay tim tp ha no cng s thy sa ra mt c trng by kh nhiu vi trn 10 loi khc nhau tha h cho bn la chn cho ph hp vi ln da v s thch ca mnh. T nhng loi sa ra mt c sn xut trong nc nh Bior n cc sn phm lin doanh nc ngoi v cc sn phm c nhp khu v phn phi nh Clean&Clear, Ponds, Hazeline, Acness Ngoi ra, th trng vn cn c mt th phn sa ra mt gi r loi ny phc v cho dn lao ng v c bn ph bin cc tnh thnh trong c nc. Nh vy ta thy th trng sa ra mt cc nhn hiu vi gi c v cht lng cng khng chnh lch nhau nhiu nhm phc v cho tt c cc phn khc khc nhau trn ton th trng C th ni th trng sa ra mt my nm gn y si ng, lin tc bin i v c nhiu chuyn bin mi. Cch y chng 10 nm th s ngi dng sa ra mt cha c nhiu v thng dng lm bi thit ngh l mt hng xa x v ngi tiu dng ch yu l n gii. Hu nh s ngi thuc phi nam rt him s dng nhng ngy nay quan nim c thay i, tt c nam n u c th s dng sa ra mt chm sc cho ln da ca mnh. Quan nim y tr thnh thi quen ca hu ht tt c mi ngi. V vy, th trng sa ra mt chuyn sang nam gii dng thng xuyn hn bi cc tnh nng u

23

GVHD: Thy Nguyn Vn Trng vit ca n. V phi nam by gi cng quan tm nhiu hn n vic to hnh nh n tng cho mnh khi xut hin trc m ng thng qua sa ra mt: + L mt loi m phm nh du cho da v t tc ng, nh hng n ln da nhy cm ca ngi. + C th dng hng ngy vi nhiu tnh nng nh: lm sch da, ngn nga mn, tr mn, chng nhn, chng kh, chng nm, se nh l chn lng.. Ngy nay vi s pht trin kinh t th i sng ngi dn ngy c nng cao, nhu cu v nhn thc ca ngi tiu dng v cc mt hng cng thay i lin tc cng cao hn c v mu m, cht lng ln cc dch v m cng ty mang n cho h. V th cc cng ty khng ngng i mi v cho ra i cc sn phm vi nhiu tnh nng vt tri tha mn nhu cu ca ngi tiu dng. C th vi nhim v khng ngng ci tin v cht lng cc cng ty cn xc tin cc hot ng qung co, khuyn mi, PR nhm tc ng n nhu cu n ngi tiu dng tiu dng sn phm ca h mang li s hi lng.

III.

Thc trng hot ng Marketing mix ca dng sn phm Bior:1. V sn phm: a. Phn loi sn phm: Theo mc ch s dng: y l hng tiu dng, c s dng hng ngy, Theo thi gian s dng: hng bn, c s dng nhiu ln. Theo c im cu to: sn phm hu hnh. Theo tnh cht phc tp ca loi sn phm: hng phc tp.

ngi mua c n o la chn. -

c im th trng ca sn phm tiu dng: Sn xut hng lot Coi nng nhn mark v thng hiu v s cnh tranh ln. Khch hng d thay i nhn hiu khc, thiu s trung thnh v s thay

i khng gy chi ph hay thit hi ln cho h.24

GVHD: Thy Nguyn Vn Trng b. V sn phm: Tp hp sn phm: M rng tp hp sn phm: Hn 10 nm qua, Cty Kao Vit Nam vn c ngi tiu dng bit n vi cc dng sn phm uy tn, cht lng cao nh: sa ra mt Bior, Mens Bior, sa v gel chng nng Bior UV, ming dn mi lt mn Bior, sa ty trang, du ty trang BiorMi y, Cty Kao Vit Nam va chnh thc cho ra mt th trng sn phm Sa tm Bior. Ko di dng sn phm (Mi dng sn phm c s lng mt hng a dng, nhiu s la chn cho khch hng): Sa ra mt Bior cho n c:

Sa ra mt sng mn y sc sng. Cha Chit xut nc vo go, cng ngh thanh lc da t ph t Nht Bn, hot ng nh nam chm thng minh ly sch mi bi bn b nhn m vn tht du nh cho da. Mang li ln da sng mn, mm mi, khng kh cng, ti tr y sc sng. Sa ra mt khng khun v sch mn. Cng thc cha Hot cht khng khun Triclosan, cng ngh thanh lc da t ph t Nht Bn, hot ng nh nam chm thng minh ly sch mi bi bn b nhn m vn tht du nh cho da. Da tr nn sch mn, lng mn & sng khe hn mi ngy.

25

GVHD: Thy Nguyn Vn Trng Sa ra mt sch nhn v l chn lng nh mn. Cng thc cha cc ht siu mn t v gip ly sch cht nhn cng dng cht se l chn lng Witch Hazel gip l chn lng tr nn nh mn. Cng ngh thanh lc da t ph t Nht Bn, hot ng nh nam chm thong minh ly sch mi bi bn nhn m vn nh du cho da. Sa ra mt trng hng t nhin. Cha tinh cht Tr xanh & Vitamin C. Cng ngh thanh lc da t ph t Nht Bn, hot ng nh nam chm thng minh ly sch mi bi bn b nhn m vn tht du nh cho da.Da khng kh cng, trng rng ngi & ng hng t nhin.

Sa ra mt Mens Bior: Sa ra mt tc ng kp. Gii php lm

sch su mnh m vi cng thc t ph a chc nng t cc Ht en v Ht Trng. Ht en lm sch nhn, ly i mi cht bn bm trn da v mn u en mt cch trit . Ht Trng lm sch su tn cc rnh nh trn da v ly i t bo cht gy sm da .Da sng, sch mn, khng bng nhn. Da lng hn vi l chn lng thu nh trng thy. Hng Aquatic Cool mang li cm gic cc mt lnh, cc sng khoi.

26

GVHD: Thy Nguyn Vn Trng Sa ra mt sch nhn ht bng du. c ch ring cho ln da nam gii c tuyn nhn hot ng mnh . Hot cht Ha Tan Nhn (Oil Dissolving) loi b cht nhn d tha, bi bn v cm gic nhn rt kh chu. Hot Cht Ht Nhn (Oil Absorbing) kim sot v ngn nga tnh trng bng du tr li, c bit vng ch T. Sch nhn trit , ngn nga hiu qu cc vn v da do nhn gy ra. Cm gic sch thong, mt lnh vi mi hng bc h nam tnh.

Sa tm Bior c: Sa tm trng mn vi ht massage Bior. Sa tm hng hoa li.

Ming dn mi lt mn: Nam N hng anh o Tng chiu su tp hp sn phm: - Hin ti Bior c cc loi tup 50g, 100g, 60ml, 220ml va phi,

thch hp vi nhu cu s dng ca ngi tiu dng. Ngi mi chn sn phm thng s chn tup 50g dng th, tuy nhin Bior li cha c loi bt nh khon 5g. y l loi rt tin dng, dng th hng ngy, nhng ngi c ln da nhy cm s an tm khi chn loi ny th v nu b kch ng th cng khng b lng ph s tin mua tup ln. y cng l hnh thc ng gi y sang to c Ponds p dng kh thnh cng, v vy trong tng lai, Bior c th them hnh thc ng gi ny, kt hp thm vi vic a ra nhng mi hng d chu khc nh: cam, xoi, ko ngt, du, tinh du,27

GVHD: Thy Nguyn Vn Trng Dng sn phm: - Pht trin dng sn phm sa ra mt Bior. Dn rng: hin ti sn phm Bior ch mi nh vo lng khch hng tui teen, gi c va phi v vy y khng phi mt hng cao cp. ta c th dng hnh thc dn ln, cung cp sn phm cho phn khc th trng cao cp hn. Ngoi ra, c th ci tin v cng ngh, hnh dng v bao b, mu sc, nhn hiu to s mi m, hng th i vi ngi s dng. Tng sn phm c th: Phn khc th trng dnh cho nam gii rt tim nng nhng vn cha c quan tm y , v vy ta s ti nh v li dng sn phm Mens Bior. Thit k v bao b thanh lch, mnh m gi cm gic b n, kt hp vi hng nc hoa dnh cho nam gii. V vy mi bui sng, phi nam s thng xuyn ra mt hn v y cng l cch s dng nc hoa tin dng. Ngoi ra ta c th ng dng thm cng ngh to bt sn ca Acnes. Phi nam thng khng thch s rm r, v vy tnh tin dng s c nh gi cao. Mt sn phm khng mt nhiu thi gian m cn d s dng s c la chn. - Nhn hiu, bao b: sn phm ca mnh i vo lng ngi th bao bi, nhn hiu l cch Marketing hiu qu nht. V sn phm mang tnh tm kim cao, nn cn ch trng n kiu dng,mu m. Kiu dng phi bt mt,gy ch v c o, khc bit vi nhng sn phm cng loi c sn trn th trng, khi sn phm ca ta c t rn cng 1 givi nhng nhn hiu khc trong siu th, th ngi mua s ch ngay n. Mt iu ta c th nhn thy l mu m tup Bior kh n iu v hu nh ch c mt kiu, mu sc th c phn hi nht nht. V vy ta s thit k li mu hp vi cc kiu dng sng to nh ngi sao, bng hoa, kim cng, vi cc mu sc bt mt hn, khi mua khch hng s b thu ht v sau khi s

28

GVHD: Thy Nguyn Vn Trng dng ht s li lm vt trang tr, lu nim. y cng l cch marketing hiu qu. - Dch v gn lin vi sn phm: Tng cng qung b cc siu th l phng n hiu qu v hng ngy c v s ngi ra vo, sn phm c th tip xc trc tip vi ngi tiu dng, to cho h cm gic tht ch khng xa vi nh trn TV. Ta s to ra cc mu Bior nh dng th pht min ph, thm vo l t vn, soi da, c cc chuyn gia da liu trc tip tin hnh s to s thch th va tin tng ni khch hng. Pht trin thm dch v giao hng tn nh khi t mua vi s lng ln. 2. nh gi Gi l mt yu t cn bn m bt c doanh nghip ni chung v Cng ty TNHH Kao ni ring u phi quan tm n. Gi c nh hng ln n doanh thu v t nh hng n li nhun ca doanh nghip. Gi l mt trong nhng yu t tc ng mnh m n quyt nh mua hng ca ngi tiu dng. Nhn nh c iu , cng ty TNHH Kao nghin cu th trng, nhu cu ca ngi tiu dung ra mt chin lc gi ph hp vi thu nhp, iu kin sng ca ngi Vit Nam. a. Phn tch cc yu t nh hng: Mc tiu tip th: Hn 10 nm qua, Cty Kao Vit Nam vn c ngi tiu dng bit n vi cc dng sn phm uy tn, cht lng cao. V vy khi thc hin chin lc nh gi cn ch : - a ra mc gi cho tng sn phm hp l vi ti tin ca khch hng v trnh s ph gi qu ng nh hng n uy tn ca cng ty cng nh him khch i vi i th cnh tranh ( Acnes, Clean &Clear, Hazeline...). - Doanh nghip t cnh tranh v gi, ch nhiu n cht lng v nhng dch v hu mi.29

GVHD: Thy Nguyn Vn Trng - Ti a ha doanh s gia tng th phn, doanh thu, m rng hn th trng hin c. - K n u tin ti a ha li nhun. Ta phi chn mc gi ph hp t li nhun cao nht sao cho doanh thu ln hn chi ph cng ty thu c tin li cao nht c th. - Hng n mc tiu trng tm l dn u v cht lng sn phm: phn u sn phm sa ra mt Bior c cht lng tt nht. Chu k sng ca sn phm: V tr ca sn phm trn ng biu din chu k sng l c s quan trng i vi vic nh gi ca sn phm. Sn phm sa ra mt Bior kh quen thuc i vi ngi tiu dng vi nhiu dng sn phm khc nhau. Mi sn phm c vng i khc nhau. Vy nn ty sn phm m c cch nh gi ring. Nu sn phm nm trong : - Giai on tung ra th trng hay qung b sn phm: s dng chin lc nh gi ht vng v mc gi ny s gim trong nhng thng sau . Qua cc nh sn xut s "ht vng" li nhun t nhng ngi s dng tin phong nhng ngi m sn phm mi lun l mt mt hng thu ht s ch ca h - Giai on pht trin: trong giai on ny doanh s sn phm ngy cng tng, ko theo s quan tm ca khch hng. Mt khi thu c li nhun t phn khc th trng "cn phi c", nh sn xut s gim gi nhm thu li nhun t phn khc th trng tip theo, v c nh th. Mi ln gim gi l thm mt ln m rng th trng cho sn phm mi. - Giai on bo ha: bc vo giai on ny th doanh s b ng li, cc i th cnh tranh ang tm cch sn phm ca h tr nn khc bit. V vy chng ta cn to ra s mi m sn phm ca mnh v nh gi ph hp. Ct gim c th thu ht c nhng ngi dng th v ngi s dng mi khng? Hay c nn tng gia thng bo v cht lng cao hn khng?

30

GVHD: Thy Nguyn Vn Trng - Giai on suy thoi: tng cu sut gim r rt. giai on ny ta c th p dng gim gi sn phm hoc kt hp cc ch u i khc nh khuyn mi tng km sn phm, t vn chm sc da cho khch hng. Chi ph: Chi ph l mt trong nhng yu t quan trng nht nh hng n vic nh gi. Nu khng b chi phi bi cc yu t khc th chc chn vic nh gi sn phm phi thu hi c chi ph tha mn mc tiu li nhun, phng nga v b p nhng ri ro c th. Trong trng hp chi ph ca cng ty cao hn i th cnh tranh khi bn sn phm tng ng, hoc phi chp nhn mc li thp hn hoc phi ng trc nhng bt li v cnh tranh gi. Thng thng ngi ta cn c vo nh ph v bin ph nh gi. - nh ph: tin thu mt bng, ti sn c nh nh my mc,trang thit b, dy chuyn sn xut, chi ph qun l..... - Bin ph: nguyn, vt liu, nhn cng... Th trng: Th trng l yu t nh hng t bit quan trng ti vic nh gi. Bn thn gi th trng c hnh thnh do tc ng cn bng cung cu. Nhn nh th trng sa ra mt l th trng cnh tranh c quyn, mi nh cung ng c mt mc gi ring cho sn phm ca mnh. Tuy nhin, nh cung ng cng cn phi tnh c mc co dn theo sc cu ca gi. Nu ngi mua t nhy cm v gi th sn phm s c nh gi cao hn mc bnh thng. Ngi mua s t nhy cm vi gi khi khon chi cho vic mua sn phm chim t l nh trong ngn sch; ngi mua thiu thng tin v th trng, sn phm; sn phm c tnh d bit do n t hng. Bior khng phi nhn hiu sa ra mt duy nht trn th trng. Ngoi Bior cn c cc dng sn phm ca cc nhn hiu khc nh Pond, Acnes, Hazerline, Clean & ClearNgi mua s so snh cht lng v gi ca nhng sn phm cnh tranh trn th trng nn ta cn phi da vo gi ca i th 31

GVHD: Thy Nguyn Vn Trng xem gi sn phm ca mnh c th dao ng trong khong no. Ta nn t mnh trong mi tng quan vi i th cnh tranh iu chnh cho ph hp . Theo mt mu nghin cu khch hng v gi ca sn phm sa ra mt hin ang s dng. C 61% khch hng sn sng ch ra 20-30 ngn ng cho mt typ sa ra mt 50g.

>30 20%

S dng chin lc phn phi rng ri nhm c gng a sn phm n ngi bn l cng tt. c bit cc ca hng, cc trung tm thnh ph ,ni c35

GVHD: Thy Nguyn Vn Trng cm dn c ng c nh cc khu th ,khu cng nghip vy chng ti s c gng xy dng h thng phn phi dy c hn. c th thc hin tt qu trnh phn phi i hi phi c s u t thch ng nhm thu c mc li nhun cao nht. Chng ti quyt nh u t 10% doanh thu cho cc hot ng phn phi nh : chi ph vn chuyn, lu kho, bo qun hng, ng gi hng ha ,chi ph hnh chnh, x l n hng, khai thc ht tim lc v bo qun, kho bi, ca hng gim chi ph phn phi. 4. Chin lc xc tin: Hot ng xc tin l mt trong nhng nhn t quan trng trong Marketing mix gip doanh nghip truyn thng trc tip vi khch hng. Lng khch hng tim nng ngy cng gia tng v ranh gii a l nn vn truyn thng ngy cng c coi trng. Nhng sn phm tt nht vn s tht bi nu khng ai bit chng ang c mt trn th trng. Nhn bit c tm quan trng ca xc tin, b phn Marketing a ra nhng chin lc : qung co, tuyn truyn v quan h cng chng, khuyn mi, bn hng trc tip, marketing trc tip. a. Qung co: Mt trong nhng cng c quan trng nht gip chuyn cc thng tin c sc thuyt phc n cc khch hng mc tiu v s c mt ca sn phm trn th trng, gip khch hng thy c im c trng, ni bt ca sn phm. Qung co sao khng gy phn cm cho khch hng l mt ngh thut. Mc ch ca qung co l lm cho khch hng thch th, gy s ham mun cho khch hng dn cho h n hnh ng mua hng. u tin chng ti s qung co cho khch hng bit sn phm ca chng ti thng qua bo ch, truyn hnh, p phch, tc dng ca sn phm da p ch l chuyn nh vi bior v vi gi c hp l v c khuyn mi trong nhng thi gian bt u bn sn phm, nhn mnh bn hng c nhn, trng by sn phm ti cc hi ch gii thiu sn phm rng ri ti cc trung gian v hp dn h phn phi sn phm mi. Chng ti c bit ch trng n cng c qung co, hng nm cng ty sn sng trch mt phn doanh thu cho vic qung co xy dng thng hiu.36

GVHD: Thy Nguyn Vn Trng b. Khuyn mi : Bn cnh qung co, chng ti cn p dng cc chng trnh khuyn mi nhm khuyn khch khch hng mua sn phm, thc y mua nhanh hn v nhiu hn. Qung co to ra l do mua, cn khuyn mi to s kch thch mua. Ty theo i tng, mc tiu khuyn mi, chng ti la chn cc cng c khuyn mi khc nhau nh: gim gi ngay trn sn phm, tng phiu gim gi i vi cc khch hng vip, tng km vt phm, cho dng th min ph, pht hnh th vip i vi khch hng trung thnh, t chc cc tr chi, V d nh: T tin ta sng, thoi mi nhn hnh ( khi mua 1 tup Bior n bt k bn c ngay c hi c th hin bn thn, to dng chp hnh vi nhng m hnh Bior cc c), Pht ng cuc thi Gi la phong cng Mens Bior ti trang web: www.giuluaphongdo.com. ng vin khch hng dng th sn phm, li ko khch hng t nhn hiu cnh tranh, gia tng nhn thc khch hng v nhn hiu sn phm. c. Bn hng trc tip: Khuyn mi ch c hiu qu trong ngn hn, khng hiu qu khi xy dng s a thch nhn hiu lu di nn chng ti phi hp mt cch c hiu qu vi phng php bn hng trc tip. Nhn vin bn hng c th trnh by, gii thiu, gii p thc mc v bn sn phm trc tip cho khch hng, to s ch ca khch hng v truyn ti nhiu thng tin. y cng l iu m qung co khng th thc hin c. V vy, chng ti , ang v s o to i ng nhn vin bn hng chuyn nghip, p ng nhng nhu cu thit yu ca khch hng, xy dng hnh nh tt, to s tin cy ca khch hng, khng p dng phng php bn cng. Ngoi ra, xy dng v cng c thng hiu cng ty, chng ti cn thc hin hot ng tuyn truyn v quan h cng chng. Vit bi gii thiu sn phm ng trn cc bo, cc tin tc trn cc phng tin thng tin v cc gii thng m cng ty t c, xy dng hnh nh cng ty thn thin vi mi trng, tng cng cc hot ng t thin, ti tr c ch cho x hi,nhm t c s tin cy ca cng chng, tc ng n nhng khch hng tim nng.37

GVHD: Thy Nguyn Vn Trng

Chng 3: Mt s gii php marketing mix cho BiorI.

nh hng pht trin cho Bior trong tng lai:Vi mc tiu nng cao tc tng trng , tng nhanh bao ph ca sn

phm v kch thch s tiu th ca khch hng trong nm 2012 ny cng ty s ph cc sn phm Bior ca mnh thm khong 18.000 ca hng mi.38

GVHD: Thy Nguyn Vn Trng t c mc tiu ny th cng ty s nh vo chin lc Trade Promotion tc ng n cc h thng bn l: + Tng bao ph sn phm trn cc ca hng c trn th trng + Cng ty d kin m cc ca hng mi v nui h + Tng bn hng vo cc ca hng nh cc khuyn mi hp dn i vi cc nh bn l Kch thch lng mua hng ca mi khch hng cc sn phm cng ty c 20 % nh cc chng trnh khuyn mi trong thi gian di. tng c mt s lng ca hng nh vy buc cng ty phi hnh thnh b phn Trade Marketing vi cc hot ng xc tin v h tr cng ty Trong nm qua th phn ca Bior chim v tr th cao trn th trng sa ra mt ti Vit Nam sau mt s nhn hiu kh ni ting nh Ponds, Clean & Clear. V th mc tiu cng ty trong nm ny l a v tr sn phm chim khong 13% th phn. Mi hot ng cng ty s xc tin trong nm nay nhm t mc tiu m cng ty ra, nng th phn, nng t l chim gi trong lng ngi tiu dng, nng mc tiu th ca mi ngi v thu ht cc khch hng tim nng lm tng doanh s bn hng. Mc tiu phng Trade Marketing: B phn Trade Marketing ca cng ty s phi hp nhp nhng vi b phn Marketting ti vn phng i din trin khai tt cc chng trnh qung co, khuyn mi, PR cng nh cc chng trnh khuyn th xc tin do cng ty Johnson & Johnson a xung. Sau y l mt s mc tiu m phng Trade Marketing thc hin nm nay: - Vn gi doanh s ca sn phm Bior ng th cao v doanh s trong tt c cc nhn hng - Gi cho sn phm sa ra mt Bior l mt trong top cc sn phm c ngi tiu dng tin tng39

GVHD: Thy Nguyn Vn Trng - Phn u t 80% bao ph cc ca hng bn l trn ton Vit Nam - Tung mt s dng sn phm mi v ti tung mt s dng sn phm ci thin t trng ng gp chung ca cng ty nm 2012 Phn u cho Bior tr thnh top 3 nhn hiu m ngi tiu dng s ngh n khi chn mua sa ra mt. II.

Phn tch ma trn SWOT:Trong nhng nm gn y mc sng ngy mt tng, km theo l nhu

cu lm p khng ch gii hn mt tng lp no trong x hi m cn l nhu cu c bn ca mi ngi. Cng chnh bt ngun t nhu cu m nhiu dng sn phm m phm xut hin kh nhiu ti Vit Nam, c bit l nhng dng sn phm nc ngoi ang c mt v thng lnh trn th trng. y khng ch l mi e da cho cc nh sn xut trong nc m cn l tm gng cc cng ty khc hc hi kinh nghim marketing t cc doanh nghip nc ngoi a sn phm vo th trng mi m ny. C th ni dng sn phm sa ra mt Bior cng nh l cng ty KAO xut hin ti Vit Nam t lu v thu ht s tiu th ca khch hng i vi sn phm. Cng ty tn dng ti a nhng im mnh vn c ca mnh cng nh pht huy c nhng c hi ca th trng mang li ngun doanh thu hng nm cho cng ty. Sau y l mt vi phn tch c bn v chin lc marketing ca dng sn phm sa ra mt Bior 1. Phn tch SWOT: a. im mnh: - c s h tr ca cng ty Kao Nht Bn nn c nn ti chnh vng mnh, ng thi thng hiu Kao ni ting ti Nht Bn cng nh l chu . - Tnh hnh nghin cu v pht trin cng ngh ng dng vo trong sn phm c ch trng v u t tha ng. c bit l cng tc R&D mang li40

GVHD: Thy Nguyn Vn Trng hiu qu trong vic khai thc tnh nng vt tri ca sn phm. Cng ngh hin i c k tha t cng ty Kao Nht Bn, xut thn t mt nc c nn cng ngh hin i bc nht th gii. - Gi c tng i chp nhn c, trong khi cht lng cao v n nh, c th cnh tranh vi cc dng sn phm cng loi trong v ngoi nc. - Tnh nng ca sn phm p ng c nhu cu cn thit ca ngi dn trong nc khi nhu cu lm p ang tng ln. - Sn phm nh mnh vo khch hng tui t 18-25, ph hp vi mt nn dn s tr v mc sng cng c ci thin mnh. - Cng ty c mt i ng nhn vin lm vic tch cc, nhit tnh v c tinh thn trch nhim cao trong cng vic - Lc lng Sales, Demand Generation Team cng nh Promoter rt hng hu v c trang b cc kin thc v sn phm, k nng to quan h cng nh thuyt phc khch hng cao, khng ngng c training v cc k nng bn hng - Sn phm lun i mi p ng nhu cu ngy cng cao v khc nhau ca cc i tng khch hng khc nhau trn th trng - Cng ty c h thng phn phi tri di c nc to iu kin thun li trong vic tm hiu nhu cu, th hiu ngi tiu dng cng nh thng tin v chnh sch khuyn th sn phm n nh bn l v ngi tiu dng mt cch nhanh chng - Hot ng pht t Leaflet thng tin sn phm n khch hng c cng ty y mnh v thng xuyn bi i Demand Generation Team - Cht lng sn phm c a s ngi tiu dng trn th gii tin tng v la chn nn Bior gn lin vi hnh nh v cht lng - Cng ty nhn c s h tr nhit tnh t pha vn phng i din. b. im yu:

41

GVHD: Thy Nguyn Vn Trng - Cc mu qung co cha a dng, sn phm sa ra mt mi Bior cha c qung co rm r. - Cc chng trnh PR ca cng ty cn qu t, cha to c n tng i vi ngi tiu dng cng nh cng chng - Cc chng trnh khuyn mi lu lu mi c mt t v hu ht rt nh l, cha to ra cn st tiu dng v lm thay i quan im mua hng ca ngi tiu dung - Cha c showroom ring v trng by cc sn phm ca cng ty to iu kin thng tin sn phm cho ngi tiu dng ng thi t vn h cch chm sc da nh th no l hp l - Sn phm cn qu tp trung vo mt la tui v vn cha m rng ra ti nhiu i tng khch hng khc nhau. - Gi c vn cha ph hp vi thu nhp ca ngi Vit Nam, nht l khu vc nng thn. - Gn y, doanh s thu c t sn phm gim mnh do phi ct gim mt s chi ph t vic kh khn ca nn ti chnh chung ca th gii. - Vn cha pht huy c nhng ng dng cng ngh vo sn phm do chi ph cao, ngun nguyn liu nhp khu t nc ngoi tn km v vn cha tn dng ht ngun lao ng di do v c nng lc Vit Nam. - V mt qung co, nhng nm gn y c phn b hn ch v chi ph qu cao cng nh cha tm ra c s mi m cho sn phm. c. C hi: - L cng ty duy nht ti th trng Vit Nam phn phi nhn hng ca Kao , mt thng hiu ni ting ti Nht Bn v trn th gii. - Dn s Vit Nam tnh n thi im ny hn 80 triu ngi, dn s trong tui 15 n 35 l khch hng mc tiu ca cng ty chim mt t l kh cao 40%. y thc s l mt th trng tim nng m cng ty ang khai thc.42

GVHD: Thy Nguyn Vn Trng - Thu nhp ngi tiu dng ngy cng cao, i sng h c nng cao nn nhu cu v vic quan tm chm sc bn thn lun c mi la tui ch hn. - Nhn thc chm sc da mt theo xu hng hin nay chuyn sang nam gii, h khng ngn ngi khi s dng m phm nh ngy xa cch y chng 5 hay 7 nm. V th, sn phm sa ra mt khng ch n mi dng m t l nam dng cng khng km. - Cc h thng bn l sn sng bn sn phm cng ty nu h nhn c mt s h tr v qung co tt t cng ty. - Th phn sn phm sa ra mt ca cng ty khng ngng tng ln qua cc nm. - S ng h nhit tnh t pha ngi tiu dng thch xi hng ngoi. - Nn kinh t Vit Nam ngy cng hon thin, t l tng trng cao, t l tht nghip gim, to ra mt mi trng thun li cho cc cng ty phn phi a) Thch thc: - Vit Nam gia nhp WTO to iu kin cho cc doanh nghip nc ngoi vo hot ng v s cnh tranh ngy cng gay gt gia cc doanh nghip hng ni, hng nhp khu v cc doanh nghip bc chn vo th trng sau. - S u t mnh v truyn thng marketing ca cc i th cnh tranh. Trong cc i th cnh tranh th Ponds l i th trc tip, c cng khch hng mc tiu ging nh Bior, lun c nhng chng trnh ph hp v cc khuyn mi linh ng gy n tng vi khch hng. - p lc t khch hng ngy cng kh tnh thch mt sn phm nhiu chc nng, cc yu cu ngy cng tng ln cng vi s pht trin v nhn thc v hiu bit v sn phm. - p lc t sn phm thay th l kem dng da, do ngy nay c mt s ngi quan nim c th dng kem dng da l gip da mt sch ri v khng cn bt k loi sa ra mt no c.

43

GVHD: Thy Nguyn Vn Trng - Mt s ngi vn theo quan im xa xa dng nc go, hay sai lm khi dng x phng gi u kim lun nc ra mt sch ri. - Cng nhiu ngi s dng tri cy v cc loi c t nhin to thnh sn phm dng da v ra sch da . - Ngy nay chnh ph cng ban hnh nhng lut l qun l kht khe hn i vi cc mt hng tiu dng nhanh nh mt hng sa ra mt. 2. M hnh ma trn Swot kt hp: Opportunity Strenngths S-O Kt hp im mnhtn dng c hi th trng Weakness W-O Khc phc im yutn dng c hi th trng Threaten S-T Pht huy im mnhphng trnh mi e da W-T Phng trnh e da bng cch khc phc im yu

III.

Phn tch bn cu hi:Tng s phiu iu tra 100

KT QU IU TRA:CU 1 Bn c thng s dng sa ra mt khng? a) Mi ngy b) Thnh thong c) t khi d) Khng dung 65 13 11 11 65% 13% 11% 11%

CU 2 Nhn hiu sa ra mt bn ang dng? a) Biore44

26

26%

GVHD: Thy Nguyn Vn Trng b) Clean and clear c) Acnes d) Other 16 11 47 16% 11% 47%

CU 3 Bn c ngh Biore l nhn hiu uy tn khng? a) C b) Khng 84 16 84% 16%

CU 4 Bn bit n sa ra mt Biore t ngun no? a) T tm hiu b) Qung co c) T ngi quen d) T vn ca bc s 13 68 12 7 13% 68% 12% 7%

CU 5 Bn thng mua sa ra mt u? a) Siu th b) Ca hng c) i l 78 14 8 78% 14% 8%

CU 6 Cng dng ca sa ra mt m bn quan tm nht? a) Tr mn b) Tr nhn c) Trng da d) Khc ni tri hn sn phm khc? a) Hng thm b) Mu m c) a dng d) Khc 24 22 29 25 24% 22% 29% 25% 34 38 19 11 34% 38% 19% 11%

CU 7 Theo bn, ngoi cng dng Biore c t tnh no

CU 8 Bn thch hnh thc khuyn mi no khi mua sa45

GVHD: Thy Nguyn Vn Trng ra mt? a) Gim gi sn phm b) Tng vt phm c) T vn da d) Khc 35 33 24 8 35% 33% 24% 8%

CU 9 Tiu ch nh gi(sp xp tng dn t 1 n 4 theo mc yu thch) [im thp mc quan tm cng scao] a) Thng hiu b) Cng dng c) Gi c d) Hnh thc ra mt 50g (n v nghn VN) a) Di 20 b) T 20 n di 30 c) Trn 30 VT: s phiu a) Rt hi lng b) Hi lng c) Bnh thng d) Khng hi lng e) Rt khng hi lng a) Di 19 b) T 19 n di 21 c) Trn 2146

197 179 254 365

CU 10 Mc gi mong mun ca bn i vi 1 tup sa

22 57 21

22% 57% 21%

CU 11 Mc hi lng v sa ra mt ang dng

13 49 21 11 6

CU 12 tui, gii tnh ca ngi c kho st 6 76 18 4 20 9 2 56 9

GVHD: Thy Nguyn Vn Trng Qua cuc kho st, iu tra c th thy rng Bior thc s i vo lng ngi tiu dng, l mt trong nhng nhn hiu hng u c nhiu ngi la chn, y c th c coi l mt s thnh cng ln ca cng ty Kao trong vic xy dng thng hiu, a dng sn phm, s dng thnh cng nhng cng c marketingCng nh ngi ta c cu ''Con ngi khng c ch tn th khng th ng c'', v doanh nghip hay tp on Kao cng khng ngoi l, v vy mun thnh cng, mun ng vng trn th trng th Tp on Kao cn phi t ch tn ln hng u, xy dng thng hiu, lng tin ngi tiu dng. Sau hn 15 nm xm nhp vo th trng Vit Nam th Tp on Kao to dng c uy tn cho mnh vi dng sn phm Bior. Trong tng lai, chn chc tp on Kao cn tip tc k tha v pht huy cc chin lc pht trin vn ln vt qua cc i th cnh tranh ngy cng chim v th hn trn th trng. Nhc n Bior th a phn ngi tiu dng bit n dng sn phm ny ch yu l nh cc phng tin qung co, v vy trong chin lc marketing ca mnh tp on Kao nn c s u t hp l vo cc cng c marketing, xy dng cc chng trnh qung co cht lng, hp dn, thu ht ngi tiu dng, to ci nhn n tng cho nhng ngi tiu dng ang khng s dng sn phm Bior v to s thch th (khng gy nhm chn) cho nhng khch hng ang s dng sn phm ca cng ty mnh. Bn cnh tng doanh thu, th cng ty cn la chn nhng a im bn hng thch hp, qua cuc kho st cho thy a phn ngi tiu dng mua sn phm Bior thng qua cc h thng siu th (v cuc kho st ny c thc hin TP.H Ch Minh-ni c h thng siu th dy c), v vy i vi cc thnh ph ln cng ty nn chn cc siu th lm ni bn hng cho mnh l ch yu, trng by nhng khu vc d nhn thy, gn cc khu trng by cc sn phm dnh cho la tui thanh thiu nin...Ngoi ra, kch thch s mua hng ca ngi tiu dng, cng ty cn c cc chng trnh khuyn mi nh tng vt phm, t vn da...nhng v i tng khch hng mc tiu ca dng sn phm ny l thanh thiu nin (la tui cha th t lm ra47

GVHD: Thy Nguyn Vn Trng tin), v vy, cch thc Gim gi sn phm s mang li hiu qu cao nht, cng ty cn c cc hoch nh chin lc v gi c cho thch hp. V mt sn phm, v i tng s dng Bior rt a dng, nn cng ty cng cn phi to ra nhiu la chn cho khch hng c th lm tha mn nhu cu ca nhiu ngi tiu dng. Mt trong nhng c tnh khc bit ca dng sn phm Bior l c nhiu mi hng cho khch hng la chn, l im ni tri ca Bior, v vy Tp on Kao cn tip tc pht huy v hon thin h thng cc sn phm vi cc mi hng c trng, ph bin nhng m bo cht lng lm tha mn ti a nhu cu ca khch hng. Vit Nam l t nc nhit i, nng nng, hanh kh nhng li hay m mc. Trong khi , mi trng sng y khi bi, cng vi nhng cng nghip ha lm cho con ngi cng thng, nh hng khng kh n th trng, c bit l ln da. Tri nng nng, n ung v sinh hot tht thng lm cho da ni mn, ln da tr nn b en xm, dy, l chn lng n toV vy, nhiu ngi nhn thy vic s dng sa ra mt hng ngy l mt nhu cu cn thit gip lm sng da, ty cht bn cht nhn trn da mt, ty mn Kt qu ca cuc kho st cho thy 65% s ngi tham gia cho bit l h s dng sa ra mt mi ngy, v khi mua sn phm sa ra mt th h li quan tm n cng dng tr nhn l cao nht (38%), ng th hai l cng dng tr mn (34%), trng da (19%), phn cn li l cc cng dng khc nh se l chn lng, chng kh Bn cnh , kt qu ca bn kho st cng cho thy tiu ch m ngi tiu dng sa ra mt quan tm n nhiu nht l cng dng, th hai l thng hiu, k tip l gi c v cui cng l hnh thc. Khng kh nhn ra rng, ngi tiu dng khi mua mt sn phm lun v cng dng m sn phm mang li, n p ng nhu cu m h mong mun. Mt thng hiu sn phm ng tin cy, c uy tn v c nhiu ngi bit n trn th trng cng vi gi c ph hp, hnh thc bt mt lun l li th ca sn phm c khch hng la chn tiu dng.48

GVHD: Thy Nguyn Vn Trng Ngy nay vi s pht trin kinh t th i sng ngi dn ngy c nng cao, nhu cu v nhn thc ca ngi tiu dng v cc mt hng cng thay i lin tc cng cao hn c v mu m, cht lng ln cc dch v m cng ty mang n cho h. iu i hi cng ty cn tp trung nghin cu pht trin sn phm , sng to ra cc sn phm ci tin v cht lng, tnh nng, a dang v mu m, hnh thc ng thi xc tin cc hot ng qung co, khuyn mi, PR nhm tc ng n nhu cu n ngi tiu dng tiu dng sn phm ca h mang li s hi lng. Mi ngi trn 15 tui u c th s dng sn phm sa ra mt c ty theo nhu cu v loi da. i vi th trng sa ra mt ch yu hng n tui teen v nhng ngi i lm cng s l chnh nn tm l ngi tiu dng vn cha n nh, h d thay i trc s thay i ca gi c. Ngoi ra, cc thng hiu sa ra mt nc ta rt, phong ph, Bior gp phi s cnh tranh nhiu vi cc nhn hiu khc, v vy mc gi t 20.000- 30.000 l ph hp vi th trng tiu th sn phm sa ra mt, c nhiu ngi tiu dung la chn. Xu hng mi trong lnh vc tiu dng sa ra mt hin nay chuyn sang nam gii. H chim mt phn khng nh trong th trng tim nng nn cc cng ty dn nghin cu sn phm ph hp cho da mt ca h v la chn cho mnh mt phn khc ln dnh phi nhy cm ny. Theo xu th tiu dng hin ti, nhu cu dng da ca nam gii ngy cng cao. Quan im, nhn thc khi s dng m phm chm sc da ca h khng phi l vic lm p theo kiu ph n trang im m l gip duy tr, bo v ln da, khng thay i nt nam tnh m tn v quyn r, lch lm, hin i. Trn y l nhng phn tch v xu hng cng nh nhn xt ca khch hng v mt hng sa ra mt ni chung v sn phm Bior ni ring. y ch l mt s phn tch ch quan tuy nhin nu nhn nhn mt cch r rng u cho thy sn phm Bior c mt ch ng trn th trng Vit Nam. Bn cnh nhng mt t c, nhng du n ca sn phm trong lng khch hng th49

GVHD: Thy Nguyn Vn Trng nhn hiu Bior cng cn bit khc phc nhng im cha mang li hiu qu cng nh nhng im cha tha mn c nhu cu ca khch hng. V vy, cng vic cn t ra l phi c mt gii php pht trin dng sn phm sa ra mt Bior.

IV.

Gii php ci thin Marketing-Mix cho dng sn phm Bior:1. Xc tin qung co c s kt hp: Cc mu qung co v sn phm mi ny phi mang li cho khch hng thy r li ch t vic s dng sn phm v dn n hnh ng mua sn phm. Cng ty nn tn dng qung co sn phm ny khp mi ni trn thnh ph ny t qung co trn truyn hnh, truyn thanh, internet, trn cc bo, tp ch, qung co ngoi tri nhm gii thiu sn phm n vi nhm cng chng, nhm khch hng mc tiu. Cng ty cn nhn mnh v c im sa ra mt ca cng ty nh l cha chit xut nc vo go, cng ngh thanh lc da t ph t Nht Bn, hot ng nh nam chm thng minh ly sch mi bi bn b nhn m vn tht du nh cho da, mang li ln da sng mn, mm mi, khng kh cng, ti tr y sc sng. - Trn truyn hnh: Bn cnh vic qung co sn phm mi cng ty nn dnh ngn sch qung co cc sn phm c nhm mc ch nhc nh ngi tiu dng l chnh. C th pht xen k 2 mu qung co mi v mu qung co nhc nh cho dng sn phm c khch hng c s lin tng n cc dng sn phm ca cng ty. V ni dung, mu qung co c th do cc ngi mu tui teen hay cc ngi sao th hin s mang phong cch teen Vit hn v ng thi c th it tn chi ph hn khi s dng mu qung co ca cng ty. - Trn truyn thanh:50

GVHD: Thy Nguyn Vn Trng Hin nay ti cc thnh ph ln nh Thnh ph H Ch Minh, lng sinh vin cc tnh ln hc i hc kh ng, chim n hn 80%. Trong 80% lng sinh vin ny khng phi bn no cng c iu kin xem truyn hnh nhng bn cnh cc bn lun sm cho mnh mt chic radio nh c iu kin hc v nghe tin tc. V th, cng ty nn dnh mt t ngn sch ca sn phm qung co trn i pht thanh c cc sinh vin rt a chung nh chng trnh ca nhc theo yu cu c pht sng hng tun trn radio Cng ty cn nghin cu v thi im pht i mu qung co vo thi gian no l d thu ht cc khn gi nghe i nhiu nht. Vi mu qung co ny bc u cng ty c th a nhn hiu n vi ngi tiu dng, to cho h s nhn bit v to iu kin xc tin sn phm vo cc khu vc trn ton t nc - Qung co trn bo: Cng ty ch mi qung co trn 2 bo c nhiu dn teen xem nht l Hoa hc tr v Mc tm Th Gii Ph N. V hu nh cha thy xut hin trn bt c trang bo no khc. Trong nm ny tng th phn ca sn phm nn a cc qung co tip cn vi nhiu i tng khc nhau, nh qung co thm vo bo sinh vin hay nguyt san. ng thi thit k ni dung qung co thm phong ph hn v hnh nh cng nh ni dung to s ch ca cc teen Vit Tng kh qung co trn bo v thit k ni dung mang va mang ngha vui chi va c th truyn ti thng ip ca sn phm n vi nhm khch hng mc tiu t nhin nht. C th thu mt nhm ca s tr v ni ting ti th trng Vit Nam v ang s dng sn phm ny ni v i sng ca h, nhng tt bt trong cng vic, nhng rc ri n vi h v da mtV h tin dng sn phm ny bi cc tnh nng, li ch c bit ca n cng nh nhng cm nhn ca h v sn phm. Cng ty c th chp mt vi tm nh ca h v51

GVHD: Thy Nguyn Vn Trng cuc sng hng ngy a ln ph ha lm thc t v phong ph thm cho ni dung truyn ti - Qung co ngoi tri: Lm cc bng n qung co ca cng ty t ti cc v tr d thy nh cc xa l hay cc ni giao nhau ca cc con ng. Nhng mu qung co ngoi tri ca cng ty ngoi Banner v leaflet th c th qung co thm cc bng n vi kch c ln, mu sc, hnh nh gy n tng ti cc xa l hay vng xoay ln ni ngi dn qua li ng c. Phn b cc standy ti cc ta nh v cc khu cc cho hp l khng tnh trng ch tp trung qung co qa nhiu cn cc ch khc khng n c vi cng chng. Ngoi ra, ta cn c th lm thm nhiu bng qung co ti cc nh ch xe but, ti cc khu vc nh bnh vin, nh thuc v cc trung tm da liu cng ty nn cho nhn vin ca mnh pht cc t bm v hng dn chm sc da. - Qung co trn web: Trn trang web c th a cc thng tin v cc dng sn phm sa ra mt v cc tnh nng ca sn phm ngi c c th hnh dung c sn phm cng nh cht lng ca n. - Qung co trn vt phm: Tn dng tt c cc dng c v vt phm xung quanh qung co ch khng ch ring v cc dng c ca cng ty nh o, nn, d, khn tri bn, xe. Tt c cc qu tng trong khu khuyn mi u nn in dng ch Bior ln vt phm Cng ty nn tp trung qung co mnh ti cc tivi trong cc siu th gy s ch ca khch hng khi h la chn sn phm, mu qung co thng xuyn xut hin s to nn tc ng a thch ln v c th mua sn phm52

GVHD: Thy Nguyn Vn Trng Ngoi ra, cng ty nn ti tr cc gi xch cho cc h thng siu th trn ton quc bi siu th l ni ng c. Hng ngy c n ngn lt ngi qua li v bn thn h to thnh thi quen va vo cng s dng gi xch u tin ng , h lun xch chng trn tay chc chn s to n tng v lu gi hnh nh nhn hng lu trong tm tr ca h. 2. T chc thm cc hot ng khuyn mi: Cng ty c th s dng cc cng c khuyn mi ph hp vi mc tiu cng nh sn phm ca mnh. Cc hot ng khuyn mi cho c nh bn l ln nhng ngi tiu dng, nhng khch hng thn thit cng nh cc khch hng tim nng nhm to ra mt quan im tt trong phong cch bn hng ca cng ty.

Ti liu tham kho - Gio trnh Marketig cn bn ca trng H Kinh t TP. H Ch Minh. - Gio trnh qun tr hc ca trng H Kinh t TP. H Ch Minh. - Mt s trang web: + Kao.com.vn + Tailieu.vn + vi.wikipedia.org

KT LUN

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GVHD: Thy Nguyn Vn Trng Qua qu trnh tm hiu v tnh hnh hot ng kinh doanh cng nh cc hot ng khuyn th ca cng ty ta c th thy c nhng thun li cng nh kh khn cng ty tri qua ta thy c vai tr ca hot ng khuyn th l rt cn thit cho cc doanh nghip ni chung v ca cng ty ni ring. Bn cnh sn phm cht lng, gi c ph hp cng vi h thng phn phi rng, sn phm cn c thc hin cc hot ng khuyn th a hnh nh ca sn phm n vi cng chng qua cc cng c khuyn th v xc tin qung b, khuyn mi, PRCc doanh nghip ny cng quan tm n ngi tiu dng hn v hiu c cm nhn ca h nh th no. Ngy nay, x hi ngy cng pht trin, nhn thc ca con ngi ngy cng cao, ngi tiu dng cng tr nn kh tnh h khng ch mun s hu sn phm khng thi m cn cc gi tr km thm na. Cc cng ty khng ch chm cht cho sn phm ca mnh khng m cn phi hiu tm l khch hng, chm cht ci gi tr phn mm m sn phm mang li cho h. V vy, cng ty phi nghin cu cc hot ng khuyn th lm sao c th a cc gi tr km sn phm n tay ngi tiu dng, gp phn vo v tr vng vng trn th trung, to mt t l chim gi cao trong tm tr khch hng nhm cng c, pht huy tnh cnh tranh ca sn phm v hng n mc tiu cng ty. Qua chuyn v cc hot ng khuyn th ca cng ty em mong rng mnh c th gp phn vo hon thin cc hot ng khuyn th mang li hiu qu hot ng cho cng ty, gp phn vo cng cuc phc v nhu cu v i sng ngi tiu dng Vit Nam ngy mt tt hn.

Mc lcLi m u ............................................................................................................1 Chng I: C s l lun v Marketing-mix..........................................................2 I. Khi nim Marketing-mix: .......................................................................... 254

GVHD: Thy Nguyn Vn Trng 1. Khi nim: ................................................................................................ 2 2. Quan im Marketing mix nhn t gc 4C ca khch hng: .............. 4 II. Cc thnh phn ca Marketing mix:............................................................ 5 1. Sn phm (Product): ................................................................................. 5 2. Gi (Price): ............................................................................................... 5 3. Phn phi (Place): .................................................................................... 5 4. Xc tin (Romotion):................................................................................ 6 III. Cc nhn t nh hng n Marketing mix: ............................................ 9

1. V tr uy tn ca doanh nghip trn th trng: ........................................ 9 2. Yu t sn phm: ...................................................................................... 9 3. Th trng: .............................................................................................. 10 4. Giai on ca chu k sng sn phm: .................................................... 10 Chng II: Thc trng Marketing mix ca dng sn phm sa ra mt Bior . 12 I. Gii thiu chung v tp on Kao: ............................................................ 12 1. Lch s hnh thnh v pht trin ca tp on Kao: ............................... 12 a. Tng quan v tp on Kao: ............................................................... 12 b. Quy m hot ng v chc nng: ...................................................... 15 2. Mc tiu, nhim v:................................................................................ 16 3. T chc b my cng ty: ........................................................................ 17 II. Tnh hnh th trng v dng sn phm sa ra mt Bior: ..................... 19 1. Qu trnh thm nhp sn phm sa ra mt Bior vo th trng Vit Nam:.............................................................................................................. 20 2. S lc v th trng sa ra mt Bior ti Vit Nam: ......................... 22 III. Thc trng hot ng Marketing mix ca dng sn phm Bior: ......... 2455

GVHD: Thy Nguyn Vn Trng 1. V sn phm: .......................................................................................... 24 a. Phn loi sn phm:............................................................................. 24 b. V sn phm: ....................................................................................... 25 2. nh gi .................................................................................................. 29 a. Phn tch cc yu t nh hng: ......................................................... 29 b. nh gi: .............................................................................................. 32 c. Thay i gi:........................................................................................ 33 3. Chin lc phn phi: ............................................................................ 34 4. Chin lc xc tin: ............................................................................... 36 a. Qung co:........................................................................................... 36 b. Khuyn mi : ....................................................................................... 37 c. Bn hng trc tip: .............................................................................. 37 Chng 3: Mt s gii php marketing mix cho Bior ...................................... 38 I. nh hng pht trin cho Bior trong tng lai: ..................................... 38 II. Phn tch ma trn SWOT:.......................................................................... 40 1. Phn tch SWOT:.................................................................................... 40 a. im mnh: ......................................................................................... 40 b. im yu: ............................................................................................ 41 c. C hi: ................................................................................................. 42 2. M hnh ma trn Swot kt hp: .............................................................. 44 III. IV. Phn tch bn cu hi: Tng s phiu iu tra 100 ................................ 44 Gii php: ............................................................................................... 50

1. Xc tin qung co c s kt hp: ......................................................... 50 2. T chc thm cc hot ng khuyn mi:.............................................. 5356

GVHD: Thy Nguyn Vn Trng

57