lập kế hoạch marketing shop gấu bông gaubongland.com

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  • 1. Gaubongland.com Plan I. Tm nhn II. Phn tch th trng 2.1 Phn tch th trng mc tiu (ngi mua) C nhiu loi khch hng khc nhau; c 4 cch phn loi v m t ngi ngi mua nh sau: - Phn theo khu vc a l- Khu vc ca ngi mua: Khch hng sinh sng v lm vic cc tnh thnh ln trn c nc, c bit l cc th trng trng im H Ni, TP. H Ch Minh; cc thnh ph ln khc nh Nng, Hi Phng, Hu, Nha Trang.. - Phn theo v tr, trch nhim ca ngi mua: Ngi mua l cc c nhn, mua cho chnh mnh, mua tng v,mua cho con , ngi yu, bn b nhn cc dp c bit nh sinh nht, valentine, ging sinh, - Phn theo c im c nhn ca ngi mua: + tui: T 15- 50 tui. Nu tnh xa hn c th t 15 tui tr ln ( C th l cc bn tr, sinh vin mua, cng c th l b m hay ngi ln tui mua cho con chu) + V gii tnh: C nhiu cc sn phm khc nhau ch yu ph hp n gii v tr em nhng cng bao hm c nam gii, khng qu phn bit v gii tnh. + V thu nhp: C nhiu dng sn phm cho cc phn khc khc nhau, ch yu l tp trung vo gii c thu nhp hay mc chi tiu khng cao nh thanh thiu nin, sinh vin v phn khc c thu nhp kh, cao thu nhp n nh hay c h tr ti chnh di do.

2. + Hn nhn: Khch hng c th c hay cha c gia nh ty thuc vo tng tui iu kin c th + V ngh nghip: C th c nhiu ngnh ngh, cng vic khc nhau nh hc sinh, sinh vin, nhn vin vn phng, cng chc nh nc, dn bun bn.Tu chung li l nhng ngi c thu nhp tt; c h tr, t ch v ti chnh. 2.2 Ti sao khch hng mua sn phm - L sn phm th bong nhp ngoi a dng v mu m, c thit k p v chuyn nghip hn cc sn phm trong nc - Nguyn liu sn xut l nhng nguyn liu cao cp, c tuyn chn k lng, bn, p v khng cha ha cht c hi - Cht lng cao ph hp vi mc gi bn trn th trng i vi cc dng sn phm th bng. - Kiu dng thanh lch, d thng, thn thin ph hp vi style ngi dng. - C h thng Website chuyn nghip uy tn trn internet cng h thng ca hng c a ch r rng, c thit k chuyn nghip. - Tha mn nhu cu ngi dng, m bo s hi lng, ng cp cng nh gi tr trong cc dng sn phm trong cc phn khc a dng. - C nhng chnh sch tuyt vi dnh cho cc khch hng nh min ph giao hng trong ni thnh H Ni, dch v chm sc tn tnh, t vn v gip khch hng mua c sn phm tt nht cho mnh. - c s nh gi cao ca cng ng mng cng nh cc khch hng n vi chng ti. Cc yu t thnh cng - Sn phm cht lng cao, a dng v mu m sn phm, thit k chuyn nghip ph hp vi th hiu th trng. 3. - H thng Website cht lng, cc thnh vin c nng lc, hiu bit v kinh doanh online cng nh TMT cao, shop thit k chuyn nghip. - Dch v mua hng thun tin, nhanh chng, chuyn nghip: t hng quan mng internet, in thoi, mail, chat - Dch v chm sc khch hng chuyn nghip, cc chnh sch gia tng gi tr cho khch hng - La chn ng th trng mc tiu, phn khc th trng hp l v chin lc kinh doanh hp l - i nhm tr, nng ng, c nng lc, am m v hot ng gn kt. 2.3 Xc nh th trng tng th - C th khng nh th phn v s lng tim nng vn cn rt rng m. tui cc khch hng ca nhm bao trm kh rng, dn s Vit Nam l dn s tr rt tim nng c bit cc thnh ph ln. - Vit Nam cng b nh hng xu ca nn kinh t v m, kh nng chi tiu ca ngi tiu dng b hn ch, ng trc nn kinh t kh khn nhng nhu cu qu tng cng nh cc sn phm th bng vn rt c tim nng v cng khng b nh hng qu nhiu nh cc lnh vc khc. - S hiu bit v nhu cu v th bng vn rt cao. Gii tr ngy cng a thch cc sn phm th bng c bit l n gii v th h tr con. 2.4 Phn tch cnh tranh 2.4.1 Xc nh cc yu t cnh tranh - Cnh tranh v cht lng sn phm: Sn phm c gia cng, sn xut trong nc vi nguyn liu u vo nhp t Trung quc, cht lng sn phm bn p, mu m a dng, khng c hi. Xt vi cc i th cnh tranh trn th trng th gn nh khng c s khc bit bi nh cung ng l nh sn xut cung cp cho ton 4. th trng Min Bc v cht lng cao tt hn cc sn phm Vit Nam, quy bn va h. - Cnh tranh v thng hiu: Gaubongland l mt thng hiu hon ton mi, xt v cnh tranh thng hiu th y l mt im bt li ca Gaubongland so vi luckyshop, tiki, gaubongonline, sothugaubong. - Cnh tranh v mu m sn phm: Nguyn liu u vo nhp t Trung Quc vi mu m sn phm a dng, nhiu kiu dng thit k c o hn hn cc sn phm c sn xut trong nc. Thit k thi thng, tinh t, hp thi thng, y s la chn cho cc tui khc nhau. - Cnh tranh v gi: Do c cung ng t nh sn xut cho ton min bc nn gi c sn phm bn ra ca Gaubongland sc cnh tranh vi cc i th khc trn th trng. - Dch v trc, trong v sau bn: Gaubongland s trin khai cc dch v ny mt cch chuyn nghip, coi y l mt khu c quyt nh sng cn n s cnh tranh v s tn ti ca Shop. 2.4.2 Xc nh tnh hnh cnh tranh c th - L cc shop bn gu bng online v truyn thng nh gaubongonline.vn; sothugaubong.com; tiki.vn; luckyshop.vn. y c coi l nhng i th mnh hng u v lnh vc th bng online, mt i th cnh tranh trc tip vi gaubongland.com. H c thng hiu, tim lc v ti chnh cng nh kinh nghim lu nm. - Cc ca hng bn gu th bng truyn thng trn ph hng lc, cc sp bn va h. Hin nay hnh thc bn hng truyn thng ny cn rt mnh v chim th phn kh ln trn th trng ny. - Cc ca hng, shop chi, qu tng. y l nhng i th cnh tranh cung cp cc sn phm thay th c nh hng ln ti th trng th bng ni chung v shop Gaubongland ni ring. - Hin nay cc i th cnh tranh ln, hot ng lu nm trn th trng cha c ng thi lin kt vi nhau, ch yu vn hot ng ring r v cnh tranh ln 5. nhau nn vic mt hang mi xut hin khng chu p lc cnh tranh t cc ng ln i trc lin kt vi nhau to ro cn gia nhp mi. - Nh cung cp, sn phm t cc ngun khc nhau nhu Trung Quc, Vit Nam, Nht. a dng mu m sn phm vi nhiu phong cch v c trng khc nhau vi y cc mc gi khc nhau v ngi tiu dng cng c nhiu s la chn khc nhau. III. Phn tch sn phm dch v 3.1 Sn phm hin ti 3.2 Phn tch SWOT 3.2.1 C hi - Tc pht trin internet cng nh s ngi s dng internet Vit Nam ngy cng mnh. Thi quen tiu dng trn mng nht l ngnh bn l khng ngng pht trin v d bo cn tip tc tng trng trong nhng nm ti. c tnh 45% dn s Vit Nam nm 2012 s dng internet v c n 60-70% s ngi mua sm trc tuyn (Bo co TMT 2013).Chnh v th knh online l mt th trng y tim nng. - Vit Nam l nc c dn s tr vi s lng ngi trong tui 16-50 chim t trng ln. Gii tr ngy cng nng ng v nhu cu v qu tng ln. - Tp khch hng tim nng ca Gaubongland l rt ln c tui 16-50 c nam v n. Khch hng cn rt tim nng v b ng. c bit khi lng khch hng trn mng internet kh ln v th trng ny khng qu cnh tranh. - Cc sn phm ca Gaubongland c cung cp t nhiu nh cung cp ln ( ton min Bc) c cht lng cng nh mu m sn phm tt. Mt s sn phm lm th cng kh tinh xo v c o. - Trong th trng qu tng cng nh gii tr cc sn phm ca Gaubongland l sn phm thay th tt cho nhiu sn phm khc nh hoa, xem phim, hot ng vui chi. - Hin ti i th cnh tranh ca Gaubongland khng qu nhiu c bit th trng y tim nng l internet th cc i th khng nhiu v khng thc s qu 6. mnh.Vic trin hot ng kinh doanh online ca mt s i th ln nh Gaubongonline.vn, luckyshop, sothugaubong.comcha chuyn nghip v c th cnh tranh c. Cn i th mnh nht m c hot ng TMT chuyn nghip l tiki.vn th mng th bng khng nhiu, h pht trin sn phm theo chiu rng vi rt nhiu cc sn phm ch o nh thi trang, sch, qu lu nim v xy dng m hnh B2C thun ty khng c ca hng m 100% bn hng qua internet. 3.2.2 Thch thc - Internet v cng ngh pht trin lm cho sc mnh ca ngi tiu dng tng nn. Kh nng nm bt thng tin v tnh minh bch th trng gia tng v khch hng c nhiu s la chn thay th v sn phm cng nh nh cung ng hn v qua s cnh tranh tr ln kh khn hn c bit l v gi , dch v,cc chnh sch - S cnh tranh trong ngnh bn l ang v s c xu hng tng ln. Cc sn phm hng gi nhi, km cht lng trn th trng ngy cng nhiu vi nhiu chng loi v ch yu ly gi thp lm sc mnh cnh tranh. - Vn an ton bo mt thng tin, h thng trn mi trng internet thc s l ni lo trong TMT, ri ro t nhng vn ny ang ngy cng gia tng, nn hachker, nh cp thng tin, cc phn mm c hi ph hoi h thng cng ngy cng tng. - Vn ha tiu dng trn internet ca ngi Vit Nam cng l mt thch thc kh ln. Phn ln cn rt hoi nghi v lo s thiu s tin tng khi mua hng online. Nhng thng tin, v la o lm mt lng tin ca ngi tiu dng trn mng.Trnh s dng cng ngh cng nh kinh nghim mua hng online ang c ci thin nhng vn l mt tr ngi trong qu trnh mua hng. - Vit Nam cng nh cc nc khch ang b nh hng ca suy thoi nn kinh t, kinh t kh khn, kh nng tiu dng ca ngi dn gim st v c xu hng tht cht chi tiu, tit kim. - Cc i th cnh tranh kh mnh v mng truyn thng, c tim lc ti chnh mnh v c kinh nghim kinh kinh doanh trong lnh vc ny lu nm. Knh online 7. cha thc s mnh nhng cng bt u c du hiu y mnh v trong tng lai chc chn s l cnh tranh mnh trong mng ny. 3.2.3 im mnh - i ng c hiu bit v TMT, c kin thc, kinh nghim v kinh doanh online. Am hiu v cng ngh, marketing online trong phi k n SEO, Adword ,mng x hi, media,. - Hp tc vi nh cung cp tt, uy tn vi nhng sn phm c cht lng cao, a dng v mu m ph hp vi cc tp khch hng khch nhau, gi c hp l. Cht lng trong dng sn phm ca Gaubongland l mt trong nhng yu t cnh tranh v cng quan trng trn th trng. Nhng sn phm c thit k chuyn nghip c bn cao nu bit cch bo qun hp l. - Cht lng dch v trc, trong v sau bn s c xy dng mt cc chuyn nghip, mang li cho khch hng s hi lng nht bi y l yu t quyt nh sng cn khi m cc sn phm trn th trng bo ha v khng c qu nhiu s khc bit th cnh tranh v dch v khch hng l mu cht to s khc bit v dnh c li th cnh tranh. 3.2.4 im yu - Thng hiu: Gaubongland l mt thng hiu hon ton mi trn th trng, y l mt trong nhng im yu trong vic cnh tranh trn th trng so vi cc tn tui ln nh tiki, gaubongonline, luckyshop, sothugaubong c nhiu ngi bit n trn th trng. Do l mt thng hiu hon ton mi nn cnh tranh Gaubongland cn phi u t v n lc rt nhiu. - Ti chnh: T chc c thnh lp vi nhm thnh vin tr cha c iu kin v kinh t, ngun vn cn rt hn hp, quy m cng nh kh nng chi tiu cn rt nh so vi cc i th cnh tranh c tim lc kinh t vng mnh trn th trng. y l mt kh khn rt ln i vi Gaubongland c bit trong thi bui kinh t kh khn v ng trc nhng i th c tim lc kinh t mnh. - T chc c xy dng bi 5 thnh vin cha c kinh nghim nhiu trong lnh vc kinh doanh ny, cch thc t chc, hot ng ca nhm cn cha r rng, quy 8. c. Vic xy dng mt vn ha hot ng trong t chc l mt vn ln c bit l dung ha cc c nhn trong t chc to thnh mt t chc ng lng vng mnh, ci ti gia cc thnh vin cn kh ln nn cc hot ng d i vo b tc. IV. Mt s vn ang gp phi - V sn phm: Th do tim lc ti chnh ca nhm cn nh ln s lng sn phm ban u trong ca hng cn t khng th so snh c vi cc i th cnh tranh khc c. Cc mu m sn phm cng b b hp ch tp trung vo cc loi nht nh v s lng nh cung ng cng cha nhiu. - Khng gian ca hng cn b hn ch, khch hng s gp cht kh khn khi tm n Gaubongland - Ti chnh: T chc c thnh lp vi nhm thnh vin tr cha c iu kin v kinh t, ngun vn cn rt hn hp, quy m cng nh kh nng chi tiu cn rt nh so vi cc i th cnh tranh c tim lc kinh t vng mnh trn th trng. y l mt kh khn rt ln i vi Gaubongland c bit trong thi bui kinh t kh khn v ng trc nhng i th c tim lc kinh t mnh. - T chc c thnh lp t cc thnh vin tr cha c nhiu kinh nghim kinh doanh, hot ng trong lnh vc ny. Vn tinh thn cng nh cch thc hot ng, quy trnh, t chc cn cha r rng, quy c. - Cn phi xy dng v pht trin knh phn phi vi nhiu loi hnh phn phi bn bun, bn l ph hp hn vi tnh hnh ca t chc cng nh th trng. Tm kim thm cc i tc, xy dng thm knh bn hng v gii thiu sn phm thng qua h thng Website ca cng ty. - Hin ti Gaubongland cha c bt c d liu thng tin khch hng no - Thng hiu: Gaubongland l mt thng hiu hon ton mi cha c tn tui trn th trng v ch c mt ca hng ti Xun Thy- Cu Giy nn vn nhn din thng hiu bc u s gp kh khn 9. V. Hot ng Marketing 5.1 Hot ng qung co Loi hnh qung co thc hin Cha thc hin Ghi ch Qung co truyn thng Qung co bo ch n phm doanh nghip: T ri, poster, catalog, sticker T gp 3: Gii thiu sn phm, cc thng tin khuyn mi. Catalog sn phm, poster qung co S dng sticket dnGaubongland.com Thit k cc poster p n tng qung co ti khu vc cc trng i Hc, Khu chung c, gn trung tm thng mi. Qung co p phch ngoi tri Thc hin 3-4 p phch qung co ngoi tri Qung co trc tuyn H thng Website Xy dng h thng Website chuyn nghip, thit k p, n gin nhng tinh t d dng cho ngi s dng, hnh nh n tng, bt mt. Kh nng nhn din thng hiu tt, tch hp cc cng c mua bn hng trc tuyn gip khch hng mua hng d dng, gip khch hng tm kim thng tin cng d cng tt. Cung cp thng tin v cc sn phm, chnh sch, dch v cung cp, cc thc mua hng, phng thc thanh ton cng nh vn chuyn. Thng tin v t chc, cc bi vit PR, chng trnh khuyn mi, s kin c t chc 10. SEO Xy dng m hnh, h thng Website theo chun SEO thn thin vi Google. Xy dng chin lc SEO hiu qu, Nghin cu v la chn b t kha tt nht y ln top ca Google( Mc tiu trong 3 thng mt s t kha quan trng ln Top) Khng ngng m rng v pht trin h thng SEO vi vic m rng cc t kha lin quan. Ni dung Website hay, c khng trung lp va thn thin vi cng c tm kim va c gi tr cao vi ngi dng. Mc tiu hng n ngi dng lun c t ln hng u. Xy dng lin kt vi cc Website cht lng. Banner qung co Thit k banner n tng, p mt t trn cc Website c lng truy cp ng v ni tp trung cc khch hng mc tiu ca Gaubongland Do chi ph ln v hiu qu cha tht s cao nn ch t Banner trong thi im nng hay c nhng s kin ln, t bit Qung co Adword Thc hin chin lc qung co Adword trong trng hp chin lc SEO cha hiu qu tng tnh cnh tranh v tm kim khch hng ( c bit l thi im ban u) Chin lc Adword l c tnh hiu qu tc thi v th khi vn duy tr Adword song song vi SEO trong thi gian ban u SEO cha ln c nhiu t kha 11. Vit bi PR, t chc cc s kin, cuc thi online Vit cc bi PR cht lng post ln Website, cc din n, blog, Website khc va qung b thng hiu va tm kim khch hng. Thng xuyn vit cc bi ng rao vt cht lng, ni dung hp dn post ln cc din n rao vt ln tp trung khch hng mc tiu nh rongbay, vatgia, chodientu, webtretho, din n cc trng i hc T chc cc cuc thi, s kin hp dn vo dp c nhu cu mnh nh 1-6, 20- 10, valentine, noel, c bit l ma ng l ma c nhu cu ln nht. Mng x hi - Mng x hi l mt knh khng th b qua i vi Gaubongland nh facebook, G+, pinterest. -Xy dng v ln k hoch pht trin fanpage cho Gaubongland. y l mt knh rt tin nng ni m cc khch hng tim nng thng xuyn lui ti. - ng thi cng pht trin G+ mt knh hin gi cha mnh nhng rt c tng lai. 5.2 Hot ng Marketing trc tip Loi hnh Marketing trc tip thc hin Cha thc hin Ghi ch Truyn thng Nhn vin v truyn ti thng ip sn phm/ vn ha cng ty ng phc ha cc thanh vin trong t chc to tnh chuyn nghip v nng cao nhn thc ca khch hng v nhn din, gi tr thng hiu, sn phm 12. Hnh thnh vn ha mnh ca t chc. Nhn vin chuyn nghip, giao tip tt, thn thin v to c thin cm vi khch hng in thoi in thoi v Internet ang l 2 knh bn hng v chm sc khch hng chnh, rt quan trng Ca hng - V t ca hng nm trong ng v th cn phi c bn ch dn c th, a ch cng nh bin ngoi shop phi r rng, bt mt lm cho khch hng d dng tm thy - Khng gian ca hng kh p, cch bi tr ca hng phi p, tr trung. V tr trng by gu c sp xp hp l 2 mt tng, kt hp bn gu bng gia v 2 k ng gu 2 bn, ch n nh sng cng nh cch sp xp gu hp l - Vic thit k cng nh s dng mu sc trong shop phi ph hp vi vic nhn din thng hiu Thng hiu Gaubongland - Gaubongland cn gn cht vi vn cch thc sn xut th cng, c sn xut trong nc, cht lng m bo, an ton cho sc khe - B nhn din thng hiu nh slogan, logo, namecard, cc vt phm, Tt c phi n tng, p mt, ng nht v cc th hin cng nh thng ip truyn ti. - S dng cc knh min ph cng nh tr ph truyn thng thng hiu n vi khch hng nh mng x hi, youtube, din n ln, Web site, trang tin tc uy tn 13. Qung co trc tuyn E-newsletter - Gi th mi tip cn vi khch hng tim nng mt cch nhanh chng, hiu qu hng thng( c th setup gi t ng). - Thng bo v cc s kin, hng mi v, chng trnh khuyn mi gim gi. Email marketing - y l hnh thc c chi ph thp, tip cn vi khch hng nhanh chng, hiu qu v c tnh c nhn ha cao - S dng gii thiu v shop, cc sn phm mi c o, cc chng trnh xc tin khuyn mi gim gi,cc chng trnh s kin hp dn - Ch trng n vic xy dng chin lc Email marketing hp l v hiu qu. - Xy dng c s d liu khch hng, i tc. Vic ny c th c c qua h thng Website, mua, hay tch ly t cc chng trnh, cc s kin c t chc. SMS marketing y l loi hnh Marketing n vi khch hng rt nhanh v hiu qu - C th t gi tn nhn( s lng khng nhiu): cn thu thp nhiu danh b tp khch hng mc tiu - Mua dch V SMS ca mt s nh cung cp - Gi SMS cho khch hng cn phi 14. c ni dung hp dn, mang li gi tr cho khch hng c bit l s in thoi p gy n tng vi khch hng 5.3 Hot ng truyn thng v quan h cng chng Loi hnh truyn thng v quan h cng chng thc hin Cha thc hin Ghi ch Truyn thng PR bo ch Ti tr, qung co truyn hnh S dng ngi c tm nh hng lm i din thng hiu Ti tr, t chc cc s kin Trc tuyn PR trc tuyn, blog, Din n, social network - Vit cc bi PR c ni dung hp dn, s dng hnh nh p, n tng Post ln cc website, Din n c uy tn, cht lng, ni c nhiu cng chng mc tiu nh Webtretho, vatgia, din n sinh vin cc trng i Hc, Cp 3, Mng x hiC th quan h vi admin hay thu cc thnh vin c nh hng ca cc page vit bi PR - Xy dng blog vi bi vit hay v qu tng, tnh cm, thu ht cng ng. - Xy dng fanpage, gy dng cng ng mnh va l knh truyn thng v bn sn phm. Website - Bi vit gii thiu v thng hiu, sn phm, cc chng trnh, s kin 15. khuyn mi, thng tin hp dn vi khch hng. - Thit k Website n gin thun tin cho ngi dng, s dng mu sc cng nh thit k n tng ng nht vi b nhn din thng hiu. - Xy dng din n, box trao i, tng tc, khuyn khch a ra cc bnh lun, nh gi ca khch hng. 5.4 Hoat ng khuyn mi, t chc s kin, sn phm b tr Loi hnh Khuyn mi, t chc s kin, sn phm b tr thc hin Cha thc hin Ghi ch Truyn thng Khuyn mi gim gi - y l mt hot ng c hiu qu tc thi trong ngn hn, gip gia tng doanh s trong thi gian nht nh nhng xt trong di hn khng c gi tr nhiu.ch p dng trong cc thi im c bit nh doanh s gim st, th trng nh tr, hay mun tng doanh s nhanh. - Cn phi xc nh c thi im tung gim gi, thi hn cng nh cc iu kin c th khng nh hng n hnh nh thng hiu cng nh gi tr lu di. - Lin kt, cng tc chia s khch hng vi cc thng hiu khc m 2 bn cng c li nh cng tc vi km trng tin. Khi khch hng mua sn phm ca nhm c tng phiu gim gi 10% khi mua kem Trng tin. Mua sn phm c gi tr trn 500k c tng mt v xem phim( 16. Lin kt vi cc thng hiu c cng tp khch hng) Gia tng gi tr hoc thm tnh nng - Gia tng thm gi tr cho khch hng nh khi mua sn phm c chp nh v chnh sa min ph - Cung cp thm dch v gi qu, hay ghi li v t chc cc tng t tnh, th hin tnh cm c o, gi qu n cc a ch theo yu cu vi tng c o. - Min ph vn chuyn trong ni thnh H Ni v cc chnh sch h tr khch hng n phm gii thiu v sn phm v ca hng ca Gaubongland Xut bn cc n phm in t, cc ti liu hng dn, ti liu hay trong c thng tin v Gaubongland v cho php download v s dng min ph ( V d nh upload bn k hoch ny ln cc trang chia s ti liu nh tailieu.vn, slideshare, v trong ti liu c hnh nh cng nh thng tin Gaubongland ) n phm qung co: T ri, danh thip, ti ng, ng phc, - Thit k danh thip bt mt, chuyn nghip gii thiu cng nh PR cho Gaubongland - Thit k b nhn din thng hiu khc nh ng phc ti ng hay cc t ri qung co tht n tng v p mt tc ng mnh n nhn thc ca khch hng v thng hiu Gaubongland 5.5 Phn tch hot ng Marketing ca i th VI. Chin lc Marketing 6.1 Mc tiu ca nhm nm 2013 17. - Gia tng nhn bit thng hiu Gaubongonline n vi khch hng v ph thng hiu, nhn bit khch hng. - M rng th trng, pht trin thm cc sn phm qu tng lin quan khc - Mc tiu v doanh s bn: Tng sn lng bn hng. c tnh doanh thu bn ra n ht nm 2013 t 150tr. - Mc tiu ti chnh: Tnh hnh ti chnh vng mnh pht trin thm h thng; tng thm s lng , chng loi sn phm hin ti v a dng thm mt s loi sn phm lin quan khc. 6.2 Mc tiu Marketing - Tng ph ca thng hiu, qung b thng hiu Gaubongonline rng khp trc mt l th trng H Ni v TPHCM - Gn vi mc tiu tng th phn, tng doanh s, m rng th trng. - Cng c vng chc knh phn phi hin ti v m rng thm knh phn phi bn bun. 6.3 Chin lc Marketing c th 6.3.1 Chin lc Marketing Mix 6.3.1.1 Sn phm. - Sn phm ca Gaubongland l cc sn phm c mu m p, bn, thit k tr trung hp thi trang ,c sn xut th cng trong nc, c cung ng t cc nh cng cp c uy tn trn th trng H Ni. - Cht lng sn phm tt, bn, p. - Xy dng hnh nh sn phm Th bng p, an ton vi sc khe v to s khc bit thng qua cc dch v khch hng nh hot ng chm sc khch hng thn thin chuyn nghip, Cc chnh sch min ph vn chuyn ni thnh H Ni, Cung cp cc dch v i km sn phm nh chp nh k nim min ph hay h tr quay phim ghi li cc khonh khc ng nh t tnh 18. - Thit k ti ng gu i km thng hiu Gaubongland bt mt, n tng, phong cch bi tr khng gian chuyn nghip mang m du n thng hiu. - Cc yu t chnh ca chin lc sn phm bn l l cc sn phm lin quan c trng by thng qua cc hnh thc bn l khc nhau sao cho ph hp vi c tnh ca khch hng. t c iu ny cn phi c y cc loi sn phm, cc tng bi tr v phc v khch hng. - Khng ngng tm kim, sng to to ra cc s khc bit mi trong vic cung cp sn phm. 6.3.1.2 Gi - Gi l mt yu t cc k quan trng nh hng n s sng cn ca t chc c bit vi mt thng hiu mi bc vo th trng nh Gaubongland. V th vic nh gi phi da trn chi ph v ng thi ca i th cnh tranh. - Xy dng chnh sch gi nim yt trn Website, phi ng nht v gi bn. - C ch gi phi linh hot thch ng vi s thay i ca th trng, hng thng hp bn xem xt vic thay i gi, chng trnh, chnh sch, khuyn mi cho ph hp vi th trng hin ti. - Xy dng chnh sch gi bn bun bn l, khuyn mi cn nh r cho tng th trng, tng loi phn phi khc nhau. Gn vi mc tiu c th ca t chc trong tng thi im, tng th trng. - Chin lc cnh tranh v gi khng phi chin lc chnh m tp trung vo s khc bit cc chnh sch, dch v khch hng. Nhng ban u cng khi mi bt u thm nhp th trng cng s dng cng c gi nh mt cch tip 19. cn vi cc chng trnh khuyn mi, gim gi, tng phiu mua hng, mua 2 tng 1. 6.3.1.3 Phn phi - Pht trin ng thi 2 knh phn phi trc tip v trc tuyn. Knh phn phi trc tip vn gi vai tr quan trng song y mnh pht trin knh trc tuyn mt knh tim nng vi chi ph khng cao v h tr knh truyn thng. - M rng th trng theo th trng mc tiu ca Gaubongland l cc thnh ph ln nh H Ni, TPHCM, Nng, Nha Trang, Hi Phng - Pht trin mng li phn phi, y mnh vic tm kim i tc phn phi sn phm theo chng trnh bn bun bn l. - Cn c cc chnh sch linh hot i vi i l bn bun vi cc tiu ch c th. - i vi knh phn phi trc tuyn th Website bn hng ng vai tr cc k quan trng. Cn xy dng v pht trin Website tht chuyn nghip, tch hp cc cng c bn hng cn thit. Ngoi ra knh bn hng qua mng x hi cng l mt knh khng th b qua c bit l facebook ang c lng ngi dng khng l c bit l gii tr ph hp vi tui ca khch hng mc tiu. - Ca hng ti Cu Giy s l im bn chnh thc, im tham quan trng by sn phm cho khch hng cng nh i tc tham quan. Ca hng c bi tr p, chuyn nghip mang m du n thng hiu 6.3.1.4 Xc tin thng mi 20. - Thc hin cc chin dch qung co trn cng c tm kim( SEO+ Adword), qung co trn mng x hi c bit l facebook. - Qung co qua bao b; thit k p phch p, hp dn truyn ti y ngha ni dung thng ip qung co. - Thit k cc biu tng logo ngha, n tng, y cng l mt cng c qung co hu hiu. - Chp nh, quay phim ngn, video gii thiu, qung co v thng hiu, sn phm qua cc knh online nh youtube, mng x hi,V d nh chp nh k nim min ph cho khch hng mua ti ca hng photoshop post ln fanpage va qung b hnh nh cng shop va to cng ng trao i trong fanpage, tn dng thu thp d liu khch hng qua vic xin thng tin gi file nh gc vo mail cho khch hng. - T chc cc cuc thi, s kin vi ni dung hp dn thu ht cc khch hng tim nng, qung b thng hiu, sn phm v tch ly thng tin khch hng. - Thit lp chin dch E-mail Marketing qung b thng hiu cng nh sn phm, gii thiu cc sn phm mi, cc s kin khuyn mi thu ht ngi dng v l cng c chm sc v duy tr mi quan h khch hng. - T chc cc chng trnh u i, khuyn mi gim gi nhn cc s kin c bit nhm thu ht khch hng nh ngy khai trng, ngy 20-10, valentine, noel.. - Qung co qua cc phng tin nhn din nh vn phng phm, n mc, danh thip, Ngun: Gaubongland.com