Chuyeân ñeà toát nghieäp GVHD: Th.s Ñinh Tieân Minh SVTH: Voõ Thò Phöông Thaûo Trang 1 Lôùp: HC11 - MA01 CHÖÔNG 1 : CÔ SÔÛ LYÙ LUAÄN 1. Caùc yeáu toá cô baûn trong chieán löôïc truyeàn thoâng Marketing Chieán löôïc truyeàn thoâng bao goàm caùc yeáu toá cô baûn sau: 1.1 Ñoái töôïng muïc tieâu Khi truyeàn thoâng vaøo moät thò tröôøng naøo ñoù doanh nghieäp caàn xaùc ñònh roõ trong thò tröôøng khaùch haøng muïc tieâu seõ nhaän thoâng ñieäp truyeàn thoâng cuûa mình laø ai? Ñaëc ñieåm nhaân khaåu hoïc nhö theá naøo? Sôû thích nhö theá naøo? Caùc keânh truyeàn thoâng coù theå tieáp caän hoï laø keânh naøo vaø vaøo thôøi ñieåm naøo trong ngaøy tieáp caän hoï hieåu quaû nhaát … ñeå coù ñöôïc nhöõng quyeát ñònh veà thoâng ñieäp vaø keânh truyeàn taûi thoâng ñieäp. Hình 1.1: Hoaït ñoäng cuûa khaùch haøng muïc tieâu trong 24h (Nguoàn: Giaùo trình “Chuyeân vieân quaûng caùo” cuûa VietnamMarcom) 24 Hour Clock Aê n toá i vô ù i gia ñình, Gia û i trí hoaë c ch ô i th e å thao to á i -TV,Ba ù o ,TV ca ù p, video , QC ngoa ø i trô ø i Ga ë p baï n ha ø ng hoa ë c baï n be ø hoa ë c v e à th a ú ng nha ø Ra ve à La ø m vie ä c buoå i tröa Ne á u cuoá i tua à n thì ho ï p ma ë t gia ñình Aê n tröa vôù i ba ï n ha ø ng hoa ë c aê n nhe ï: Ba ùo , Ng o a ø i trô ø i, TV caù p La ø m vie ä c buoå i sa ù ng : ba ù o ,QC ngoa ø i trô ø i , in te rn e t Aê n saù ng Ñi laø m vie ä c:baù o , TV, n go a ø i trô ø i Lu ù c nguû 1 3 2 16 5 4 6 17 15 13 14 10 12 8 7 9 11 24 23 22 21 20 19 18
Dành cho các bạn sinh viên chuyên ngành Marketing đang làm bài Xây dựng kế hoạch Marketing hoặc làm đồ án tốt nghiệp nhé :)
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1. Chuyen e tot nghiep GVHD: Th.s inh Tien Minh SVTH: Vo Th
Phng Thao Trang 1 Lp: HC11 - MA01 CHNG 1 : C S LY LUAN 1. Cac yeu
to c ban trong chien lc truyen thong Marketing Chien lc truyen
thong bao gom cac yeu to c ban sau: 1.1 oi tng muc tieu Khi truyen
thong vao mot th trng nao o doanh nghiep can xac nh ro trong th
trng khach hang muc tieu se nhan thong iep truyen thong cua mnh la
ai? ac iem nhan khau hoc nh the nao? S thch nh the nao? Cac kenh
truyen thong co the tiep can ho la kenh nao va vao thi iem nao
trong ngay tiep can ho hieu qua nhat e co c nhng quyet nh ve thong
iep va kenh truyen tai thong iep. Hnh 1.1: Hoat ong cua khach hang
muc tieu trong 24h (Nguon: Giao trnh Chuyen vien quang cao cua
VietnamMarcom) 24 Hour Clock An toi v i g ia nh, Gia i tr ho ac ch
i the tha o toi -TV,Ba o ,TV ca p, v ide o ,QC ng o ai tr i Ga p ba
n hang hoac ban be ho ac v e tha ng nha Ra v e La m v iec buo i tra
Ne u cuo i tuan th hop m at g ia nh An tra v i ban hang hoac a n
nhe : Ba o , Ng o ai tr i, TV ca p La m v iec buo i sa ng : bao ,QC
ng o ai tr i, inte rne t An sa ng i lam v iec :bao , TV, ngo ai tr
i Luc ng u 1 3 2 16 5 4 6 17 15 1314 10 12 8 7 9 11 2423 22 21 20
19 18
2. Chuyen e tot nghiep GVHD: Th.s inh Tien Minh SVTH: Vo Th
Phng Thao Trang 2 Lp: HC11 - MA01 Ngoai ra, doanh nghiep cung can
xac nh ro khach hang muc tieu hien tai va khach hang muc tieu tiem
nang nh the nao v oi khi hai oi tng khach hang nay co nhng ac iem
khac nhau. T o, thong iep truyen thong en hai oi tng nay cung se
khac nhau. 1.2 nh v thong iep Giong nh o a trong may tnh mot khi a
ay muon a them d lieu vao th phai xoa bt nhng d lieu hien tai co
trong o. Tam tr con ngi ngay nay cung vay, ch co the ngam them
thong tin vi ieu kien phai hy sinh bt nhng g a co o. Doanh nghiep
muon tiep tuc o thong tin vao va mong muon thong tin cua mnh ngam c
vao tam tr khach hang th phai chon loc, phai tien hanh phan khuc
hay noi khac hn la phai nh v c hnh anh thong iep cua mnh trong tam
tr khach hang. nh v thong iep la viec xac nh ieu ma doanh nghiep
muon va se noi ve san pham cua mnh tren th trng vi ngi tieu dung va
thong iep nh v o phai bam sat va ung vi nh v thng hieu cot loi cua
mnh. 1.3 Muc tieu truyen thong Muc tieu truyen thong la nhng ieu ma
chien lc truyen thong mong muon at c sau khi thc hien. Co nhieu muc
tieu khac nhau cho cac chien lc truyen thong. Mot chien lc truyen
thong co the co mot hoac nhieu muc tieu: 1.3.1 Muc tieu xay dng s
nhan biet La lam cho khach hang tiem nang nhan biet s co mat cua
doanh nghiep va thng hieu san pham ma doanh nghiep cung cap tren th
trng va ngay lap tc nh en thng hieu, san pham cua doanh nghiep khi
ho nhu cau ve san pham, dch vu ma doanh nghiep cung cap.
3. Chuyen e tot nghiep GVHD: Th.s inh Tien Minh SVTH: Vo Th
Phng Thao Trang 3 Lp: HC11 - MA01 Muc tieu nay thng ap dung cho cac
chien lc truyen thong gii thieu san pham mi. 1.3.2 Muc tieu a tin
Muc tieu a tin co the la: - Thong bao cho th trng, khach hang biet
ve san pham, dch vu mi tren th trng. - Thong bao ve viec thay oi
gia cua san pham, dch vu. - Gii thieu, mo ta dch vu a san sang phuc
vu. - Uon nan nhng nhan thc sai lech hoac xay dng mot hnh anh ac
biet. - 1.3.3 Muc tieu thuyet phuc - Thuyet phuc e thay oi nhan thc
ve tnh chat san pham - ieu chnh thai o, hanh vi cua khach hang -
Kch thch nhu cau (thuyet phuc khach hang mua hang ngay) - Thuyet
phuc khach hang tiem nang on nhan them thong tin: tao ra c hoi dan
en viec mua hang - 1.3.4 Muc tieu nhac nh Muc tieu nay co the la: -
Nhac khach hang rang trong tng lai ho se co the can en san pham/dch
vu cua cong ty - Nhac khach hang nh san pham ang c ban au (V du:
san pham ang c ban tai he thong sieu th tren toan quoc )
4. Chuyen e tot nghiep GVHD: Th.s inh Tien Minh SVTH: Vo Th
Phng Thao Trang 4 Lp: HC11 - MA01 - Duy tr s nhan biet cua khach
hang oi vi san pham/dch vu mc o cao nhat (V du: OMO, TIDE quang cao
lien tuc nham duy tr s nhan biet cua khach hang ve hnh anh cua mnh)
- Nhac nh ngi tieu dung nh lai nhng thoa man trong qua kh va tiep
tuc mua san pham (V du: nhng san pham co mat lau tren th trng thng
s dung cac cau co mat tai Viet Nam t ) 1.3.5 Muc tieu xay dng thng
hieu Vi muc tieu nay, trong chien lc truyen thong thng hieu hien
dien mot cach rat ro rang va thong iep ma cong ty muon noi len
thong qua thng hieu cung c the hien mot cach ro rang. 1.3.6 Muc
tieu lam thay oi nhan thc Vi muc tieu truyen thong nay, chien lc
truyen thong co nhiem vu lam thay oi nhan thc hien tai cua khach
hang ve cong ty hoac san pham/dch vu cua cong ty. Cong ty se truyen
i nhng thong iep cung nh nhng khang nh ve mnh mot cach manh me
nhat. e roi khi thanh cong, moi ngi co the noi, chang han nh: khi
ngh ve thng hieu OMO th toi ngh ngay en giat sach moi vet ban .
1.3.7 Muc tieu ban hang Rat ro rang trong muc tieu nay la thuc ay
khach hang i en hanh ong mua san pham va hanh ong nay xay ra cang
nhanh cang tot. 1.3.8 Muc tieu anh vao oi thu canh tranh Muc tieu
nay thng c a ra cho cac chien lc truyen thong cua bat ky nganh hang
nao ma khach hang co the de b anh hng bi s noi bat cua san pham. V
du: Unilever lien tuc a ra cac san pham dau goi au mi e canh tranh
vi cac san pham dau goi au cua P&G hoac oi thu khac.
5. Chuyen e tot nghiep GVHD: Th.s inh Tien Minh SVTH: Vo Th
Phng Thao Trang 5 Lp: HC11 - MA01 1.4 Chien lc tiep can va chien lc
phng tien 1.4.1 Mot so loai hnh truyen thong tiep can khach hang.
1.4.1.1 Quang cao Quang cao chnh la qua trnh thong tin en mot nhom
oi tng cu the ve mot san pham hay dch vu cu the thong qua mot hay
nhieu phng tien truyen thong phu hp vi thong iep cua san pham, dch
vu vao mot thi iem thch hp e at c hieu qua theo yeu cau cua doanh
nghiep. Cac nha chuyen mon a anh gia rang trong cac loai hnh truyen
thong Marketing nh: khuyen mai, PR, ban hang ca nhan, Marketing trc
tiep, event, POSM, th ien t th quang cao la mot hnh thc truyen
thong Marketing hieu qua nhat bi sc lan toa cua no (theo
www.chienluocmarketing.com) Chnh v the ma hien nay hau het cac cong
ty kinh doanh san pham, dch vu tren th trng thng s dung cong cu
quang cao e truyen thong thong iep en khach hang muc tieu cua ho.
1.4.1.2 Quan he cong ong Hien nay, khai niem PR khong con xa la oi
vi nhieu ngi va nghe PR con c xem nh la mot nghe thi thng Viet Nam.
Theo Fraser P.Seitel - mot chuyen gia ve PR ngi My, th quan he cong
la mot quy trnh nham tao anh hng en suy ngh, nhan thc cua cong ong,
thong qua nhng pham chat tch cc c trnh bay theo mot phong cach thch
hp, da tren qua trnh truyen thong cung thoa man hai chieu (theo
www.chienluocmarketing.com) Mat khac, mot khi ng trc s chon la nao
o ngi tieu dung thng co xu hng chon mua san pham ma ho co thien cam
vi thng hieu o hn la san pham ma ho co ac cam. Chnh v ly do tren,
nhieu doanh nghiep ngay nay a khong
6. Chuyen e tot nghiep GVHD: Th.s inh Tien Minh SVTH: Vo Th
Phng Thao Trang 6 Lp: HC11 - MA01 ngai au t nhng khoan tien ln vao
cac hoat ong quan he cong ong nham tao ra thien cam va xay dng hnh
anh va gi moi quan he tot vi cong ong ni ma ho ang hoat ong.
1.4.1.3 Marketing trc tiep Theo hiep hoi Marketing trc tiep - mot
to chc thng mai ln tren the gii c hau het cac doanh nhan cong nhan
a a ra mot khai niem ve Marketing trc tiep nh sau: Marketing trc
tiep la he thong marketing hoat ong thng xuyen co s tng tac cua mot
so cac phng tien quang cao va truyen thong nham tao ra cac phan ng
va giao dch (co the o lng) cua mot khu vc th trng. (trch t
www.chienluocmarketing.com) Nh vay, co the thay: - Marketing trc
tiep la he thong hoat ong thng xuyen ma trong o co s tham gia cua
ngi lam marketing va khach hang tiem nang, gia ho co s tng tac va
thong tin c luan chuyen hai chieu. ay la iem khac biet gia
marketing trc tiep vi cac cong cu marketing khac khi thong tin thng
la mot chieu: khach hang tiem nang ch nhan thong tin t ngi lam
marketing. - Do biet ngay c phan ng cua khach hang khi thc hien
marketing trc tiep nen hieu qua cua cac chng trnh marketing trc
tiep thng c de dang anh gia hn cac hoat ong marketing khac. ay c
xem la u iem ln nhat cua marketing trc tiep. Marketing trc tiep c
thc hien thong qua cac phng tien nh: th tn, ien thoai, catalogue, t
ri, Tivi, ai va cac phng tien mi nh nhan vien thng mai, mang ban
hang tai cho va internet
7. Chuyen e tot nghiep GVHD: Th.s inh Tien Minh SVTH: Vo Th
Phng Thao Trang 7 Lp: HC11 - MA01 1.4.1.4 Khuyen mai Co hai hnh thc
khuyen mai chnh ma ngi lam marketing thng s dung: khuyen khch ban
hang (Trade Promotion) va khuyen khch mua hang (Consumer Promotion)
- oi vi hnh thc khuyen khch ban hang th muc tieu cua cac nha
marketing thng la: tm kiem v tr trng bay thuan li cho san pham tai
cac iem ban hang; tac ong va khuyen khch ban hang t cac nha phan
phoi hoac cac nhan vien ban hang cua cong ty ; khuyen khch ban lng
hang ton tr hien tai trong kho hoac phat trien mang li phan phoi en
khu vc th trng mi hoac tang so lng iem ban hang tren khu vc th trng
hien tai. T nhng muc tieu tren, cac cong cu khuyen khch ban hang
thng c s dung nh: cac vat dung ho tr trng bay tai iem ban hang; bo
cong cu ho tr ban hang (tai lieu hng dan ban hang, hng dan s dung,
hng dan trng bay ); khuyen mai cho nha phan phoi hay ca hang ban
le; chng trnh thi ua ban hang; tham gia hoi ch va trien lam - oi vi
hnh thc khuyen khch mua hang th oi tng nham en la ngi tieu dung va
muc tieu la thuc ay ho tm en san pham cua cong ty. Ngi lam
marketing thng a ra cac phan thng khuyen khch cho hanh ong o. Mot
so hnh thc khuyen khch mua hang thng c s dung nh: giam gia (giam
gia ban hang, qua tang kem theo san pham, tang them khoi lng san
pham hoac ban gop nhieu n v san pham); phieu giam gia, phieu qua
tang (coupon); chiet khau; dung th (sampling); s kien ac biet
(special events); thi ua va xo so may man (contest and sweeptakes);
qua tang (premium); qua tang quang cao
8. Chuyen e tot nghiep GVHD: Th.s inh Tien Minh SVTH: Vo Th
Phng Thao Trang 8 Lp: HC11 - MA01 1.4.1.5 Ban hang ca nhan La mot
hnh thc giao tiep gia ngi vi ngi khi ngi ban co gang thuyet phuc
khach hang tiem nang la chon va mua san pham/ dch vu cua cong ty.
Ban hang ca nhan bao gom cac hoat ong tng tac trc tiep gia ngi ban
va ngi mua thong qua cac phng tien vien thong hoac mat oi mat. Luc
o, ngi ban co the thay hoac nghe trc tiep nhng phan ng cua khach
hang tiem nang va thay oi thong iep sao cho phu hp. 1.4.2 u va nhc
iem cua cac phng tien truyen thong trong hoat ong quang cao Phng
tien truyen thong u iem Khuyet iem Truyen hnh Gay chu y cao, bat
mat; hap dan; lam ngi tieu dung lien tng en chat lng; Co the ket hp
nghe, nhn, t ng va hanh ong. Kho nham vao mot thanh phan nhan khau
hoc nhat nh. Ngay ca khi cong ty co mot oan phim quang cao thuyet
phuc cao, cung kho ma chac la khach hang se ng day va i mua san
pham ngay. Truyen thanh - De nham vao mot oi tng ngi nghe nao o
(bang cach chon ai, chng trnh). - Khong at. - Co the thoi thuc
khach hang mua ngay mot SP ang quang cao. - Khong nhn thay, khong
chng minh san pham c. - Khach hang khong phai luc nao cung tap
trung, chu y.
9. Chuyen e tot nghiep GVHD: Th.s inh Tien Minh SVTH: Vo Th
Phng Thao Trang 9 Lp: HC11 - MA01 Bao - c anh gia la ang tin cay
nhat - Co u dien tch e dien at thong iep cua mnh en khach hang - Co
the nham vao mot oi tng nhan khau hoc nao o can c tren yeu to a ly.
- Kho nham vao cac oi tng da tren cac yeu to khac ngoai yeu to a
ly. - Thi gian co hieu lc ngan (khach hang bo i hoac xe bo trong
ngay) - Chat lng hnh anh thap. Tap ch - Co the nham vao oi tng oc
da tren nhan khau hoc hoac moi quan tam ac biet. Nh tap ch: ep, Oto
xe may - Thi gian hieu lc lau v ngi oc co the gi lai hoac cat trang
ho thch ra dan ni khac - Chat lng hnh anh tot. - Thi gian chuan b
lau. Bang ngoai tri hoac tram xe buyt - Co the nham vao mot khu vc
a ly nhat nh - Co the at gan ni ban hang - Nhn thay nhieu lan -
Thong iep phai ngan gon v khach hang thng i lt qua - oi tng nhn
thay thng ch gii han trong nhng ngi co viec i ngang qua khu vc ay.
Internet - Tng oi chnh xac trong viec nham vao mot oi tng nao o.
Tham ch co the ieu - Co the b xoa bo ngay trc khi oc v co the c xem
la th
10. Chuyen e tot nghiep GVHD: Th.s inh Tien Minh SVTH: Vo Th
Phng Thao Trang 10 Lp: HC11 - MA01 chnh thong iep nham en tng ca
nhan. - Neu co c mot c hoi th kha nang oc c thong iep cua cong ty
la rat cao. - Kha nang ng dung cong nghe nghe nhn rat a dang. rac
ien t. Th tn - Cho phep nham chnh xac vao mot oi tng nao o - u dien
tch cho nhng thong iep phc tap - Co the kem theo phieu giam gia
hoac gi mau hang - Co the b xem la th rac va b bo i trc khi oc. 1.5
o lng, kiem tra, anh gia chien lc Mot so ly do cac cong ty thc hien
cac bien phap o lng, anh gia cac hoat ong truyen thong cua mnh la:
- Tranh mac cac loi trong qua trnh chay ke hoach gay thiet hai ln
ve chi ph - anh gia hieu qua cac chien lc c la chon. Neu chien lc a
at hieu qua roi th lam g e at c hieu qua hn. Tuy nhien, thc te Viet
Nam rat nhieu cong ty khong thc hien o lng, anh gia hoat ong truyen
thong cua mnh v cac ly do sau: - Ton chi ph cao - Mat nhieu thi
gian - Kho nghien cu, kho a ra cac tieu chuan o lng
11. Chuyen e tot nghiep GVHD: Th.s inh Tien Minh SVTH: Vo Th
Phng Thao Trang 11 Lp: HC11 - MA01 - S bat ong trong viec quyet nh
o lng van e g gia cac phong ban. Chang han nh: giam oc Kinh doanh
th muon o lng hieu qua chng trnh khuyen mai trong khi giam oc
Marketing th muon o lng hnh anh cua nhan hieu . T o, gay gia tang
chi ph neu thc hien. Mot so phng phap o lng hoat ong truyen thong:
- Trc khi chay ke hoach media: co the s dung cac phng phap nh: Phng
phap th nghiem hoac phng phap phong van trc tiep ngi tieu dung Phng
phap th nghiem (chang han nh kiem tra s chap nhan cua hnh anh trong
mau quang cao bao hoac tivi): a ra mot so la chon cho mau quang cao
hoac cho ho xem hnh anh mau quang cao sau o o mc o nh sau khi xem
mau nao lu vao tr nh ho nhat hay o lng phan ng, tnh cam cua ho oi
vi cac mau quang cao. Hoac s dung trc tiep bang ien thoai, email e
phong van trc tiep. Phng phap phong van trc tiep ngi tieu dung:
tien hanh chay th mau quang cao bao hoac tivi 1 hoac 2 ky sau o
phong van y kien ngi tieu dung - Sau khi chay ke hoach media: s
dung phng phap phong van trc tiep ngi tieu dung e o lng, anh gia mc
o hieu qua cua chien lc. 2. Quang cao trong truyen thong xay dng
thng hieu 2.1 Vai tro cua quang cao Trong chien lc truyen thong xay
dng thng hieu, vai tro cua quang cao la truyen at nhng thong iep
cua thng hieu thong qua cac phng tien nh: bao, tap ch, truyen
thanh, truyen hnh, bang bieu . e muc ch cuoi cung la lam cho ngi
tieu dung nhan biet c hnh anh thng hieu tren th trng va de dang tm
mua san pham.
12. Chuyen e tot nghiep GVHD: Th.s inh Tien Minh SVTH: Vo Th
Phng Thao Trang 12 Lp: HC11 - MA01 2.2 Cac loai hnh quang cao 2.2.1
Quang cao loi cuon 2.2.1.1 Loi cuon da tren ly tr ay la phng phap
thu hut hng vao s quan tam cua khach hang hoac s can nhac ve cac ac
iem, li ch, cong dung cua san pham e thuyet phuc khach hang. Nhng
quan tam co the la: - Can nhac ve gia ca - Tnh gia tr cua san pham
(co gia tr, hieu qua, cao cap ) - Can nhac ve tnh mi la, cong dung
hu ch cua san pham - Can nhac ve chat lng cua san pham 2.2.1.2 Loi
cuon cam xuc ay la phng phap thu hut hng vao cam xuc (co the la cam
xuc tch cc hoac tieu cc), tam ly cua khach hang e gay s tac ong,
quan tam hoac mua san pham. Phng phap thu hut hng vao cam xuc tieu
cc la nham vao s lo au, s hai cua khach hang nh: s benh tat, s tai
nan, s gia nua, xau x e tao s thay oi trong hanh vi cua ho. Ngi lam
quang cao s dung hnh anh thong iep la a ra cac giai phap lam giam s
lo au o va giai quyet van e bang cach s dung san pham cua cong ty
ho, qua o khuyen khch khach hang s dung san pham. ong c mua hang
luc nay thien ve cam xuc hn la s can nhac ly tr. Chang han nh:
quang cao bao hiem, quang cao my pham, cac san pham ve sinh ca nhan
Phng phap thu hut hng vao cam xuc tch cc thng nham vao nhu cau muon
t the hien cua moi ngi hoac nhu cau tnh cam, xa hoi, a v, uy tn .
Chang han nh: cac san pham cao cap hng vao a v, uy tn, ang cap cua
ngi
13. Chuyen e tot nghiep GVHD: Th.s inh Tien Minh SVTH: Vo Th
Phng Thao Trang 13 Lp: HC11 - MA01 s dung nh: chi golf, xe hi, nc
hoa ; nhng san pham hng vao tnh ca nhan nh: bia, nc giai khat, ien
thoai di ong hoac san pham hng vao nhu cau tnh cam nh: cac san pham
cham soc be, thc an, qua tang 2.2.1.3 Ket hp ly tr va cam xuc oi
khi, quyet nh mua hang cua ngi tieu dung da vao ca cam xuc va ly
tr. Do o nhng ngi lam quang cao phai ket hp ca hai phng phap thu
hut tren e cung tao ra s thay oi hanh vi cua ngi tieu dung. 2.2.2
Quang cao thoi thuc 2.2.2.1 a ra bang chng khoa hoc/ ky thuat Trong
nhieu trng hp, ngi lam quang s dung cac trch dan thong tin khoa
hoc, nhng ket qua nghien cu hoac nhng xac minh bi cac nha khoa hoc
hoac cac c quan nghien cu khoa hoc nham tang tnh thuyet phuc cho
thong iep quang cao cua ho. Chang han: sa Anlene - mot thng hieu sa
c nh v la san pham cung cap canxi cho c the - a s dung ket qua
nghien cu cua cac nha nghien cu Hoa Ky ve tnh trang loang xng cua
ngi Viet Nam trong cac mau quang cao cua ho e khuyen cao ngi tieu
dung Viet Nam nen quan tam hn en viec cung cap canxi hang ngay cho
c the. 2.2.2.2 Chng minh La viec a ra nhng minh hoa, thong tin chng
minh nhng cong nghe hoac nhng iem ot phat cua san pham/ dch vu. Luc
nay, tivi la phng tien tot nhat e truyen tai thong iep va thuyet
phuc ngi tieu dung ve san pham hoac dch vu.
14. Chuyen e tot nghiep GVHD: Th.s inh Tien Minh SVTH: Vo Th
Phng Thao Trang 14 Lp: HC11 - MA01 2.2.2.3 So sanh Quang cao so
sanh co the c xem la hnh thc c ban nhat cua quang cao thoi thuc
(theo Advertising and Promotion) va xu hng nay ang c s dung pho
bien. Cac nha quang cao thng so sanh trc tiep hoac gian tiep iem
noi bat cua thng hieu mnh vi oi thu canh tranh hoac vi nhng ac tnh
nh: nhanh nhat, manh nhat, 2.2.2.4 S dung bieu tng ca nhan La viec
xay dng hoac s dung mot bieu tng ca nhan nao o e truyen tai thong
iep quang cao en ngi tieu dung. Bieu tng nay co the la mot con ngi
(nh s dung nhng ngi noi tieng vi nhng ca tnh phu hp vi thng hieu)
hoac co the la nhng con vat c xay dng co nhng ca tnh nh con ngi nh:
chuot Mickey, vt Donal 2.2.2.5 S dung hnh tng Hien nay, trong nhieu
mau quang cao ngi ta thay rat t thong tin ve thng hieu hoac cong ty
ma chu yeu ch thay hnh anh hoac hnh tng minh hoa. Quang cao hnh tng
thng c s dung khi trong th trng cac san pham kho nhan biet c s khac
biet nh: nc ngot, ru, my pham, thi trang 2.2.2.6 Hai hc Quang cao
hai hc la mot hnh thc quang cao loi cuon nhng hnh thc nay cung co
the c xem la mot hnh thc khac cua quang cao thoi thuc. Bang viec
xay dng nhng hnh tng hoac tnh huong hai hc trong mau quang cao cac
nha lam quang cao mong muon se thoi thuc khach hang nhanh chong
tiep can san pham. oi vi hnh thc nay th tivi va radio la phng tien
phu hp nhat e the hien y o quang cao.
15. Chuyen e tot nghiep GVHD: Th.s inh Tien Minh SVTH: Vo Th
Phng Thao Trang 15 Lp: HC11 - MA01 2.2.2.7 Ket hp La viec ket hp
cac ky thuat quang cao loi cuon hoac thoi thuc e truyen tai thong
iep quang cao en ngi tieu dung 3. Quan he cong ong (PR) trong
truyen thong xay dng thng hieu 3.1 Quan he cong ong la g? a co rat
nhieu nh ngha, khai niem khac nhau ve PR. Theo Rex Harlow - hoc gia
hang au ve PR, cho rang: a co en hn 500 khai niem khac nhau ve PR,
tuy nhien cac nh ngha, khai niem o thng i en thong nhat vi nhau ve
mot van e cot loi la: PR la mot qua trnh quan ly ve truyen thong
nham nhan biet, thiet lap va duy tr nhng quan he hu ch gia mot to
chc, ca nhan vi nhng cong ong lien quan co quyet nh trc tiep hay
gian tiep ti s thanh bai cua to chc, ca nhan o va PR la mot hoat
ong nham ho tr cho hoat ong Marketing lam cho khach hang biet en
cong ty ngay mot nhieu hn (theo www.marketingchienluoc.com) 3.2 Vai
tro cua PR trong truyen thong xay dng thng hieu Trong boi canh th
trng hien nay, hang hoa, dch vu a dang, phong phu khien ngi tieu
dung gap nhieu kho khan trong viec phan biet, anh gia san pham. Moi
doanh nghiep eu co gang tao ra cho mnh mot phong cach, mot hnh anh,
mot an tng, mot uy tn rieng cho san pham (thng hieu) cua mnh nham a
hnh anh cua mnh vao tam tr khach hang. Cac cong cu thng c doanh
nghiep s dung la: quang cao, PR, gia ca hoac chnh ban than san pham
vi muc tieu la lam the nao e a hnh anh thng hieu cua mnh vao tam tr
khach hang. Trong o, co the noi hoat ong PR co tac ong tch cc trong
viec quang ba hnh anh thng hieu en ngi tieu dung.
16. Chuyen e tot nghiep GVHD: Th.s inh Tien Minh SVTH: Vo Th
Phng Thao Trang 16 Lp: HC11 - MA01 Vai tro chnh cua PR la giup
doanh nghiep truyen tai cac thong iep en khach hang va nhng nhom
cong chung quan trong cua ho. Khi truyen i cac thong iep nay, PR
giup khach hang de dang lien tng en san pham moi khi oi dien vi mot
thng hieu. V du: chng trnh Cung xay Ngoi nha m c cua cong ty thep
Pomina, mot hoat ong t thien gay c tieng vang ln va a danh c nhieu
thien cam t cong ong. Hn na, thong iep cua PR t mang tnh thng mai
do s dung cac phng tien trung gian nh: cac hoat ong tai tr, t thien
hoac cac bai viet tren bao v cha ng lng thong tin a dang, phong phu
nen de gay cam tnh va de c cong chung chap nhan. PR ac biet hieu
qua trong cac trng hp: tung san pham mi, tai tung san pham, nang
cao uy tn, nhng doanh nghiep co ngan sach han che, nhng doanh
nghiep gap khung hoang. 3.3 Cac lnh vc hoat ong cua PR - T van
chien lc vi lanh ao cong ty - Quan he bao ch: to chc hop bao, soan
thao thong cao bao ch, thu xep cac buoi phong van - To chc cac s
kien: khai trng, ong tho, khanh thanh, ky niem, - X ly cac rui ro,
khung hoang: khieu nai, tranh chap, s co san pham - Cac hoat ong
tai tr cong ong - Quan he oi noi -
17. Chuyen e tot nghiep GVHD: Th.s inh Tien Minh SVTH: Vo Th
Phng Thao Trang 17 Lp: HC11 - MA01 3.4 oi tng cua PR Chnh ban than
cum t cong ong a noi len s tap hp cua nhieu oi tng cong ong khac
nhau. Nhng oi tng cong ong khac nhau co nhng nhu cau khac nhau va
oi hoi nhng phng thc truyen thong khac nhau. Di ay la mot so phng
thc phan loai cong ong pho bien: Cong ong ben trong va ben ngoai -
Cong ong ben trong la nhng oi tng ben trong doanh nghiep. Ho co the
la: giam sat vien, nhan vien, trng bo phan, co ong va hoi ong quan
tr. - Cong ong ben ngoai bao gom nhng oi tng khong co moi quan he
trc tiep en doanh nghiep, to chc nh: bao ch, chnh quyen, gii giao
duc, khach hang, nha cung cap va cong ong dan c ni to chc, doanh
nghiep hoat ong. Cong ong truyen thong va tng lai - Cong ong truyen
thong la nhan vien va khach hang hien hu. - Cong ong tng lai la:
hoc sinh, sinh vien va khach hang tiem nang. Cong ong ung ho, chong
oi va khong ro thai o oi vi cong ong ngi ung ho doanh nghiep co the
truyen thong e cung co moi quan he. Nhng oi vi y kien thuoc loai ng
vc doanh nghiep can truyen thong vi nhng chng c ay thuyet phuc va
kien nh. Thong thng cong ong nhng ngi cha co thai o ro rang la cc
ky quan trong (ac biet la lnh vc chnh tr) bi doanh nghiep van con
co c hoi thuyet phuc ho ung ho mnh. Tng cong ong co the ong mot vai
tro quan trong oi vi s thanh cong cua mot doanh nghiep. Do o, khong
mot doanh nghiep nao co the xem thng cac moi quan he vi cac cong
ong ang thay oi cua mnh.
18. Chuyen e tot nghiep GVHD: Th.s inh Tien Minh SVTH: Vo Th
Phng Thao Trang 18 Lp: HC11 - MA01 CHNG 2 : C S THC TIEN 1. Gii
thieu ve VPD Tradewind Asia tai Viet Nam 1.1 S lc ve Tradewind Asia
(TWA) c thanh lap t nam 1992 tai Tp. HCM - van phong chnh at tai
Hungary - bat au vi hoat ong chnh la phan phoi cac san pham dc pham
t cac nc nh: Hungary, Ba Lan, c, Hy Lap, Tay Ban Nha va My tai th
trng Viet Nam. Muc tieu cua TWA la tr thanh chuyen gia hang au ve
lnh vc tiep th, xay dng thng hieu cho cac mat hang tieu dung va dc
pham tai th trng Viet Nam va cac nc ong Dng. Trai qua gan 15 nam
hoat ong, TWA a at c muc tieu o khi gat hai c nhieu thanh cong tren
th trng Viet Nam: - Nam 1993 bat au tiep nhan va thc hien cac hoat
ong gii thieu san pham vien bo sui bot Vitamin Plusssz au tien tai
th trng Viet Nam va a phat trien thanh cong Plusssz tr thanh nhan
hieu Vitamin hang au tren th trng Viet Nam en au nam 2003. - Nam
1997 m chi nhanh tai Ha Noi - T nam 1998 en 2004 tiep nhan va phat
trien thanh cong nhan hieu sa Gia nh Enfa cua Mead Johnson - Hoa Ky
tr thanh nhan hieu sa dan au tai th trng Viet Nam vi doanh thu
khoang 20 trieu USD vao nam 2003. Hien tai, a chuyen giao hoat ong
xay dng thng hieu nay ve cho VPD cua Mead Jonhson tai Viet
Nam.
19. Chuyen e tot nghiep GVHD: Th.s inh Tien Minh SVTH: Vo Th
Phng Thao Trang 19 Lp: HC11 - MA01 - T thang 10 nam 2003, bat au
thc hien cac hoat ong Marketing cho thng hieu mi: vien sui bot
MyVita tai th trng Viet Nam (a chuyen giao lai cho cong ty CP dc
pham SPM) - T nam 2005 en nay tiep tuc am nhiem hoat ong tiep th,
xay dng thng hieu va cham soc khach hang cho tat ca cac dong san
pham Plusssz truyen thong (Plusssz Multivitamin Orange, Plusssz
Vitamin C Lemon, Plusssz Vitamin C Orange) cung nh hai dong Plusssz
mi la: Plusssz IQ va Plusssz Sport Tennis Active tai th trng VN.
Mot so a ch lien lac vi TWA tai VN: VP tai TP. HCM: R1-49 Hng Gia
1, P. Tan Phong, Q7 ien thoai: 08. 410 1601 VP CN tai Ha Noi:
23-B4, Pho C Loc, P. Thng nh, Thanh Xuan, Ha Noi ien thoai: 04. 557
2036
20. Chuyen e tot nghiep GVHD: Th.s inh Tien Minh SVTH: Vo Th
Phng Thao Trang 20 Lp: HC11 - MA01 1.2 C cau to chc 1.2.1 S o c cau
to chc Nhiem vu cua tng v tr: Trng van phong ai dien: - Quan ly
chung cac hoat ong marketing va kinh doanh tai Viet Nam Giam oc
Marketing: - nh hng chien lc phat trien cua cac nhan hang - Hoach
nh cac chien lc marketing cho cac nhan hang Nhan vien Marketing: -
Xay dng va thc hien cac ke hoach quang cao, khuyen mai cho nhan
hang mnh phu trach. Giam oc kinh doanh toan quoc: - Giam sat, ho tr
ban hang va xay dng cac ke hoach ban hang tren toan quoc cung vi
cong ty phan phoi oc quyen Advance Distribution (AD). G KD Toan
Quoc NV MarketingTr ly KD G Marketing Trng VPD
21. Chuyen e tot nghiep GVHD: Th.s inh Tien Minh SVTH: Vo Th
Phng Thao Trang 21 Lp: HC11 - MA01 - Xay dng ch tieu doanh so trong
tng thang, quy, nam. - Phoi hp vi cong ty AD quan ly oi ngu giam oc
kinh doanh khu vc cung nh tr ly kinh doanh va nhan vien kinh doanh.
Tr ly kinh doanh: ket hp vi cong ty AD thc hien cac nhiem vu sau: -
X ly n hang t giam oc kinh doanh va nhan vien kinh doanh. - Tong hp
doanh so hang ngay, hang thang, hang quy. - Sap xep cac buoi hop
hoac cac buoi huan luyen cho nhan vien kinh doanh toan quoc. 1.2.2
Lc lng nhan s Hien tai, vi oi ngu nhan vien Marketing tre, co trnh
o, nang ong, chuyen nghiep cung kinh nghiem ve tiep th va xay dng
thng hieu, TWA a san sang e on au cac c hoi phat trien tai th trng
Viet Nam. Ben canh o, s phoi hp tot vi lc lng nhan vien kinh doanh
hung hau va co kinh nghiem th trng cua cong ty phan phoi AD la the
manh cua TWA khi thc hien cac chien dch tung san pham ra th trng
mot cach nhanh chong vi o phu th trng cao. Mat khac, thong qua lc
lng sale nay nhng thong tin phan hoi t th trng cung se nhanh chong
c tiep nhan va ieu chnh cho phu hp. Bang thong ke lc lng nhan s sau
ay cua cong ty AD se noi len ieu o:
22. Chuyen e tot nghiep GVHD: Th.s inh Tien Minh SVTH: Vo Th
Phng Thao Trang 22 Lp: HC11 - MA01 Bang 2.1 - Lc lng nhan vien kinh
doanh hang thc pham Stt V tr HCM Mekong Mien Trung Ha Noi Cac tnh
pha Bac Tong 1 Giam oc KD toan quoc 1 - - - - 1 2 Giam oc KD khu vc
1 1 1 1 - 4 3 Giam sat Kinh doanh 6 2 3 11 4 Giam sat Promoter 9 -
- 2 - 11 5 Nhan vien Kinh doanh 36 19 32 12 34 133 6 Promoter 93 12
41 85 85 316 Tong 146 32 74 102 122 476 Bang 2.2 - Lc lng nhan vien
kinh doanh dc pham Stt V tr HCM Mekong Mien Trung Ha Noi Cac tnh
pha Bac Tong 1 Giam oc KD toan quoc - - - 1 - 1 2 Giam oc KD khu vc
1 - - 1 - 2 3 Giam sat Kinh doanh 1 1 1 1 2 6 4 Nhan vien Kinh
doanh 10 4 7 6 9 36 5 Cong tac vien - 3 2 - 2 7 Tong 12 8 10 9 13
52 (Nguon: Bao cao nhan s 2007 cua cong ty AD) 1.3 Chien lc cua
cong ty vi cac dong san pham Plusssz Qua thi gian hn 10 nam phat
trien, TWA a thanh cong khi xay dng Plusssz tr thanh mot thng hieu
manh gan lien vi dong san pham vien bo sui bot tren th trng Viet
Nam. Hnh anh va ten goi Plusssz a im am trong tam tr ngi tieu dung,
nhac en Plusssz la ho ngh ngay en vien bo sui bot va ngc lai. Tuy
nhien, theo thi gian Viet Nam a dan lot xac, m ca e on nhan, e hoa
nhap nhp song soi ong cua the gii va cuoc song, nhan thc cua ngi
Viet Nam dan thay oi theo. Ho nang ong hn, co kien thc hn ve tieu
dung, thch kham pha
23. Chuyen e tot nghiep GVHD: Th.s inh Tien Minh SVTH: Vo Th
Phng Thao Trang 23 Lp: HC11 - MA01 nhng thng hieu mi vi nhng thiet
ke thng hieu, san pham ep mat, thch tieu dung nhng thng hieu ngoai
nhap Cung t o, hnh anh thng hieu Plusssz tr thanh hnh anh cu va ng
trc nguy c b loi thi, gia nua. Hn na, th trng vien sui bot a xuat
hien nhieu oi thu canh tranh cung tranh gianh mieng banh th phan
gay ap lc ln cho s phat trien cua thng hieu Plusssz. Nham muc tieu
lam mi hnh anh, phan tan lc lng canh tranh vi Plusssz va vi tam nhn
chien lc cua nha quan tr cong ty a thc hien chien lc a dang hoa san
pham vi bc au la gii thieu hai dong san pham mi: Plusssz IQ - Nap
ien cho tr nao - danh cho gii nhan vien van phong, sinh vien, hoc
sinh va Plusssz Sport Tennis Active - Manh lc ben sc - danh cho gii
chi Tennis. Hien tai Plusssz co tat ca 5 dong chnh: - PMO : Plusssz
Multivitamin Organe - PCL : Plusssz Vitamin C - Lemon - PCO :
Plusssz Vitamin C - Orange - PIQ : Plusssz IQ - PTA : Plusssz Sport
Tennis Active Moi dong Plusssz vi nhng tnh nang khac nhau c nh v va
hng en nhng phan khuc th trng khac nhau: vi Plusssz truyen thong th
hng en khuc th trng bnh dan trong khi PIQ hng en phan khuc th trng
danh cho nhan vien van phong, sinh vien, hoc sinh, song thanh pho
ln va la tang lp trung lu. PTA th hng en khuc th trng nhng khach
hang chi the thao (Tennis, Golf, cau long, bong chuyen ) va co thu
nhap cao.
24. Chuyen e tot nghiep GVHD: Th.s inh Tien Minh SVTH: Vo Th
Phng Thao Trang 24 Lp: HC11 - MA01 1.3.1 nh v PMO, PCO, PCL Thau
hieu khach hang (Insight) Vi hoat ong hang ngay cung tac ong cua
moi trng xung quanh c the con ngi b mat nhieu nang lng, giam sc e
khang va co nguy c mac cac loai benh. Vitamin va khoang chat la hai
nhom chat quan trong giup tang sc e khang. Tuy nhien, khau phan an
hang ngay cha u hoac khong thuan tien cho viec bo sung cac loai
vitamin va khoang chat thiet yeu o. Can mot san pham tien dung hn
va cung cap c vitamin va khoang chat can thiet. Phan khuc san pham
(Segmentation) Plusssz la san pham vien bo sui bot bo sung vitamin
va khoang chat thiet yeu hang ngay cho c the va la dong san pham
chc nang chuyen biet. Ly do tin tng san pham (Reason to believe)
Chau Au la ni au tien phat minh va san xuat vien nen sui bot, la
cai noi cua cong nghe san xuat vien nen sui bot tien tien tao ra
nhng san pham chat lng cao. Plusssz la mot san pham c nhap khau t
Chau Au. Gia tr san pham (Product value) - Gia tr ly tnh: cung cap
vitamin va khoang chat giup gia tang sc e khang cho c the moi ngay.
- Gia tr cam tnh: khoe moi ngay.
25. Chuyen e tot nghiep GVHD: Th.s inh Tien Minh SVTH: Vo Th
Phng Thao Trang 25 Lp: HC11 - MA01 Khach hang muc tieu (Target
customer) Tat ca moi thanh vien trong gia nh, nhng ngi co nhan thc
va quan tam en sc khoe hang ngay. Tnh cach thng hieu (Personality)
The hien s khoe khoan, vui ti Di ay la s o tom tat nh v cua PCL,
PCO va PMO
26. Chuyen e tot nghiep GVHD: Th.s inh Tien Minh SVTH: Vo Th
Phng Thao Trang 26 Lp: HC11 - MA01 Hnh 2.1 - nh v PCL, PCO va PMO
Con ngi can cung cap Vitamin va khoang chat moi ngay e gia tang sc
e khang. Tnh cach Gia tr san pham Ly do tin tng Thau hieu Phan khuc
NH V Khach hang muc tieu Sc khoe Vien bo sui bot bo sung Vitamin va
khoang chat thiet yeu, dong SP chc nang chuyen biet. SP cua Chau Au
Ly tnh: gia tang sc e khang cho c the Cam tnh: khoe moi ngay PCL
PMO PCO Tat ca nhng ngi co nhu cau quan tam en sc khoe hang
ngay
27. Chuyen e tot nghiep GVHD: Th.s inh Tien Minh SVTH: Vo Th
Phng Thao Trang 27 Lp: HC11 - MA01 1.3.2 nh v PTA Thau hieu khach
hang (Insight) Nhng ngi chi Tennis muon mnh co nhng cu anh bong
manh me. Nhng khi chi ho se b mat mot lng nc, muoi khoang (Canxi,
Kali, Natri, Photpho, Magie) khi chi nhieu hoac chi di nhiet o cao.
Ho thng khong biet ieu nay. e lay lai sc e tiep tuc chi ho thng s
dung: nc khoang, nc tang lc (Sting, Number 1, Lipovitan ) Nhng nhng
loai thc uong o lai khong cung cap c nhieu chat va thng co lng ng
cao. Ngi chi Tennis muon co mot cach e cung cap nhng khoang chat va
lng nc a b mat ong thi nhanh chong lay lai nang lng e quay lai tran
au vi nhng ng bong manh me e gianh chien thang. Phan khuc san pham
(Segmentation) - Dong san pham chuyen biet cung cap Vitamin va
khoang chat - La mot thng hieu nhanh cua dong Plusssz Sport. Ly do
tin tng san pham (Reason to believe) - San pham cua Plusssz, mot
thng hieu hang au ve chat lng san pham vien bo sui bot a khoang
chat. - San pham nhap khau t Chau Au.
28. Chuyen e tot nghiep GVHD: Th.s inh Tien Minh SVTH: Vo Th
Phng Thao Trang 28 Lp: HC11 - MA01 Gia tr san pham (Product value)
- Gia tr ly tnh: Giup lay lai nang lng nhanh nhat va ngan nga nguy
c b au nhc c va nhoi mau c tim. - Gia tr cam tnh: lay lai nang lng
e tr lai vi nhng ng bong manh me va gianh chien thang. Khach hang
muc tieu (Target customer) - oi tng chnh: cac doanh nhan va nhng
ngi tang lp A, B co s thch chi Tennis - oi tng m rong: nhng ngi chi
cac mon the thao khac. Ghi chu: Quy nh mc thu nhap ca nhan cua tng
tang lp khach hang (Nguon: Phong Marketing cua cong ty) Tang lp A:
tng ng 1000USD tr len Tang lp B: 500 - 999 USD Tang lp C: 300 - 499
USD Tang lp D: 150 - 299 USD Tang lp E, F : di 150 USD Tnh cach
thng hieu (Personality) Manh me, nang ong va yeu thch va chi
tennis. Di ay la mo ta tom tat nh v cua Plusssz Sport Tennis
Active
29. Chuyen e tot nghiep GVHD: Th.s inh Tien Minh SVTH: Vo Th
Phng Thao Trang 29 Lp: HC11 - MA01 Hnh 2.2 nh v Plusssz Sport
Tennis Active Reason to believe Ly do tin tng Tnh cach Gia tr san
pham Thau hieu Phan khuc NH V Khach hang muc tieu Manh me, thch the
thao, nang - Vien bo sui bot bo sung Vitamin va khoang chat thiet
yeu, dong SP chc nang chuyen biet. - La mot thng hieu h h KH Chnh:
doanh nhan, tang lp A&B, co s thch la chi Tennis M rong : nhng
ngi chi the thao (bong ban, cau long ...). SP T chau Au Mot nhan
hang cua Plusssz. Ly tnh : nhanh chong phuc hoi nang lng va chong
nguy c au nhc c va nhoi mau c tim. Cam tnh : lay lai nang lng e tr
lai vi nhng ng bong manh me va gianh chien thang. Nhng ngi chi
Tennis thng ot chay nhieu nang lng & nguy c mat mot lng ln chat
ien phan. La nguyen nhan lam giam sc e khang mat nang lng va met
moi.
30. Chuyen e tot nghiep GVHD: Th.s inh Tien Minh SVTH: Vo Th
Phng Thao Trang 30 Lp: HC11 - MA01 2. Tong quan th trng vien bo sui
bot Thi tiet thay oi, moi trng o nhiem, lam viec, hoc hanh, lo toan
i song hang ngay cang thang khien cho sc e khang cua moi ngi ngay
cang giam sut va co nguy c mac nhieu loai benh. Vitamin va khoang
chat ong vai tro quan trong trong viec tang sc e khang bao ve c the
cung nh lay lai nhng nang lng a mat trong cac hoat ong hang ngay.
Vi nhng tat bat cua cuoc song cong nghiep th nhu cau bo sung them
vitamin va khoang chat nhanh chong va hieu qua bang cach uong tr
nen cap thiet. Do o, ben canh nguon vitamin va khoang chat trong
khau phan an hang ngay, ngi tieu dung co the bo sung them bang cac
san pham uong tien dung nh: vien bo sui bot, bot dinh dng, bot giai
khat (bot cam) oi vi san pham vien bo sui bot, hien tren th trng co
hai loai san pham chnh: vien bo sui bot Vitamin C va vien bo sui
bot a nguyen to goi la Multivitamin. Trong hai loai th Multivitamin
c a chuong hn v bao gom nhieu vitamin va khoang chat nh: Vitamin
B1, B2, B5, B6, B8, B12, C, E, PP, Canxi, Kem Oxyd, ong Sulfat,
Magie, moi loai vitamin co tac dung khac nhau. Vi lng vitamin va
khoang chat hp ly trong moi vien nen, vien Multivitamin giup con
ngi vt qua c nhng met moi, cang thang hang ngay va ngan nga cac
loai benh nh: te liet, au nhc c, nhoi mau c tim, kho da . Ben canh
cac san pham co cha cac loai vitamin va khoang chat neu tren, hien
th trng co them mot san pham mi vi s ket hp them: nhan sam, L -
cartinine, cafein trong thanh phan giup cung cap nang lng cho hoat
ong tr nao, cai thien tr nh va tang kha nang tap trung.
31. Chuyen e tot nghiep GVHD: Th.s inh Tien Minh SVTH: Vo Th
Phng Thao Trang 31 Lp: HC11 - MA01 Bat au xuat hien au tien tren th
trng Viet Nam vao nam 1993 la vien bo sui bot Plusssz Vitamin C
(nhap khau t Ba Lan) vi hai hng v cam va chanh cung cap lng vitamin
C can thiet hang ngay cho sc khoe con ngi. La ngi tien phong cung
the manh la san pham c san xuat t Chau Au - cai noi cua cong nghe
san xuat vien nen sui bot tien tien - hng en ap ng nhu cau cho gii
tieu dung t bnh dan tr len, Plusssz a c xay dng tr thanh thng hieu
dan au th trng vien bo sui bot tai Viet Nam vi doanh so ban khoang
80 trieu san pham/nam. Cung t o, ngi Viet Nam a them mot thuat ng
mi vao trong t ien cua mnh la C sui (theo DNSG). Theo thi gian,
thoi quen uong vien bo sui bot Plusssz tr nen pho bien va tren th
trng bat au xuat hien lan lt cac vien bo sui bot khac cua Viet Nam
cung nh nhap khau t cac nc: Phap, c, BaLan cung chia se th phan vi
Plusssz. Th trng canh tranh khoc liet khien th phan cua Plusssz
giam manh ch con 35% trong nam 2006. Hien th trng cac san pham vien
bo sui bot rat a dang vi nhieu nhan hieu khac nhau c nhap khau t nc
ngoai cung nh c san xuat trong nc. Vi nhng tac dung va gia ca khac
nhau, ngi tieu dung co the la chon tuy theo nhu cau va kha nang cua
mnh. Chang han nh: Plusssz cam/chanh, Plusssz Multivitamin, Plusssz
IQ, Plusssz Sport Tennis Active (NK t Ba Lan) vi gia t 19.000 -
35.000/tuyp; Myvita cam/ chanh (cong ty CP dc pham SPM Viet Nam) vi
gia t 10.000 -19.000/tuyp; Berocca (Roche - Phap) co gia t 60.000 -
66.000/tuyp; Laroscorbine (Roche - Phap) gia 25.000/tuyp, Upsa C
(NK t Phap) gia 25.000/tuyp; Supradyne (NK t Phap) gia 55.000/tuyp
hoac Bolero Cam/Chanh (NK t c) gia 20.000/tuyp Cho en nay, theo
thong ke cua tap oan nghien cu th trng dc pham quoc te IMS Health:
tai Viet Nam co khoang gan 100 nhan hieu vien sui bot khac
32. Chuyen e tot nghiep GVHD: Th.s inh Tien Minh SVTH: Vo Th
Phng Thao Trang 32 Lp: HC11 - MA01 nhau cua hn 80 cong ty san xuat
va phan phoi. Chng to th trng vien bo sui bot tai Viet Nam ang rat
soi ong va canh tranh vo cung gay gat. Di ay la s o nh v mot so san
pham vien bo sui bot theo gia tai th trng TP. HCM: Hnh 2.3 - nh v
theo gia mot so nhan hang vien bo sui bot tren th trng TP.HCM Giai
thch s o: S o nh v c a ra da tren tieu ch gia ca cua cac loai san
pham va phan theo khu vc hang nhap khau va hang san xuat trong nc:
3.000 4.000 5.000 6.000 7.0001.000 2.000 NGOAI NHAP TRONG NC CAO
CAPBNH DAN Berocca Supradyn Upsa - C Laroscorbine Bolero
MyVita
33. Chuyen e tot nghiep GVHD: Th.s inh Tien Minh SVTH: Vo Th
Phng Thao Trang 33 Lp: HC11 - MA01 - Hang nhap khau: thng hieu nao
co gia cang cao th cang nam pha tren cua truc ngang va tng ng vi v
tr gia cua no. - Hang san xuat trong nc: thng hieu nao co gia cang
cao th cang nam pha di cua truc ngang va ng vi v tr gia cua no. 3.
ac iem san pham PIQ 3.1 Thanh phan PIQ - Nhan sam: theo ong y Nhan
sam giup cai thien nang lc lam viec cua nao bo, nang cao kha nang t
duy, tang cng sc ghi nh. Con theo cac nha nghien cu phng Tay th
Nhan sam giup cai thien nang lng va sinh kh ac biet trong suot thi
gian met moi, can tap trung cao trong cong viec, hoc tap. - L -
Carnitine: tao ra nang lng cho c the, giup tang tr nh, xoa du cang
thang, giam met moi, tang cng sinh lc cho c the. Tuy nhien, so lng
L- carnitine c c the t san xuat khong u cung cap lng L - Carnitine
can thiet. - Cafein gay s kch thch len cac day than kinh lam tang
mc o truyen at cua than kinh. Vi nhng u iem cua cac thanh phan
tren, PIQ a tao ra s khac biet ln tren th trng vien bo sui bot khi
ket hp 3 thanh phan tren cong vi cac nhom Vitamin trong cong thc
cua mnh, co tac dung ac biet trong viec cung cap nang lng cho hoat
ong cua tr nao, giup cai thien tr nh, tang kha nang tap trung e
quay tr lai vi phong o nh cao.
34. Chuyen e tot nghiep GVHD: Th.s inh Tien Minh SVTH: Vo Th
Phng Thao Trang 34 Lp: HC11 - MA01 Bang 2.3 - Thanh phan cua PIQ
Thanh phan Mot vien/4000mg Vitamin C 0.57 mg Vitamin PP 1.00 g
Vitamin E 82.60 mg Vitamin B1 2.60 mg Vitamin B2 4.05 mg Vitamin B5
73.40 mg Vitamin B6 30.00 mg Vitamin B12 40.00 mg Magie carbonat
30.00 mg Kem sulphat monohydrat 9.00 mg Mangan gluconate 8.00 IU
L-carnitine tartrate 0.42 mg Cafein 0.50 mg Chiet xuat nhan sam
3.60 mg 3.2 nh v PIQ Thau hieu khach hang (Insight) Co nhng luc ban
can tnh tao, tap trung e : lam viec, hoc hanh, lai xe Nhng luc c
the met moi, au oc cang thang, mat tap trung ban thng lam g? Uong
cafe? Uong nc tang lc? Hut thuoc? Nhng tat ca eu ch co tac dung
trong ngan han va thng khong co li cho sc khoe Ban can san pham
giup tnh tao, tap trung nhng tot cho sc khoe.
35. Chuyen e tot nghiep GVHD: Th.s inh Tien Minh SVTH: Vo Th
Phng Thao Trang 35 Lp: HC11 - MA01 iem khac biet cua PIQ PIQ vi s
ket hp toi u gia Nhan sam, L - Carnitine va Cafein giup nap nang
lng cho tr nao, cai thien tr nh va tang kha nang tap trung. Phan
khuc san pham (Segmentation) Dong san pham chuyen biet cung cap
Vitamin va khoang chat. Ly do tin tng san pham (Reason to believe)
- Plusssz - Thng hieu hang au ve chat lng san pham vien bo sui bot.
- San pham nhap khau t Chau Au. - Tac dung toi u cua cac thanh
phan: Nhan sam, L - Carnitine, Cafein va cac loai vitamin. Gia tr
san pham (Product value) - Gia tr ly tnh: cung cap nang lng cho tr
nao, cai thien tr nh va tang kha nang tap trung. - Gia tr cam tnh:
giup quay lai phong o lam viec nh cao Khach hang muc tieu va chan
dung khach hang muc tieu - Khach hang muc tieu: Chnh: Nam, N nhan
vien van phong, sinh vien, hoc sinh M rong: ngi lai xe - Chan dung
khach hang muc tieu: Nghiem trang, chn chan Co kien thc, ky nang am
me cong viec, cau tien am me nghien cu, hoc tap Nang ong
36. Chuyen e tot nghiep GVHD: Th.s inh Tien Minh SVTH: Vo Th
Phng Thao Trang 36 Lp: HC11 - MA01 Nam, n song cac thanh pho ln. Co
mc thu nhap kha tr len (tang lp A, B, C, D) Quan tam en sc khoe
hang ngay Tnh cach thng hieu (Personality) Nang ong, nghiem trang,
luon co s am me.
37. Chuyen e tot nghiep GVHD: Th.s inh Tien Minh SVTH: Vo Th
Phng Thao Trang 37 Lp: HC11 - MA01 Hnh 2.4 - nh v Plusssz IQ NH V
Tnh cach Gia tr san pham Ly do tin tng Thau hieu Phan khuc Khach
hang muc ti Nang ong Vien bo sui bot bo sung Vitamin va khoang chat
thiet yeu, dong SP chc nang chuyen biet. - T chnh: NV VP, sinh
vien, hoc sinh - T m rong: lai xe - Nam va N. - Song TP.HCM va HN -
Tang lp A, B, C, D SP cua Chau Au Nhan sam +L- carnitine + vitamin
va khoang chat Mot nhan hieu cua Plusssz. Ly tnh : Cung cap nang
lng cho tr nao, cai thien tr nh va tang kha nang tap trung. Cam
tnh: giup quay lai phong o lam viec nh cao. Co li cho sc khoe. Con
ngi thng xuyen thc khuya e lam viec, hoc tap, xem tivi, lai xe va
ho thng dung cafe, nc tang lc, thuoc la e tap trung vao cong
viec.
38. Chuyen e tot nghiep GVHD: Th.s inh Tien Minh SVTH: Vo Th
Phng Thao Trang 38 Lp: HC11 - MA01 4. Dao quanh th trng 4.1 Xac nh
oi thu canh tranh Vi thanh phan, cong dung va khach hang muc tieu
hien tai cua PIQ th khong co oi thu canh tranh trc tiep. Tuy nhien,
PIQ cung gap kho khan bi phai chia se khach hang cho cac oi thu
canh tranh gian tiep tren th trng nh : gan 100 nhan hieu vien sui
bot khac hien ang co mat tren th trng vi nhng tiem lc khac nhau.
Trong o co ca cac san pham vien sui bot khac cua Plusssz. 4.2 Thong
tin ve mot so oi thu canh tranh gian tiep Hang nhap khau ac iem cua
nhng nhan hieu c nhap khau: - Thng hieu nc ngoai - Chat lng san
pham cao - Truyen thong ram ro va chuyen nghiep - Hng en khuc th
trng trung lu tr len - Gia thanh cao hn san pham trong nc Mot so
nhan hieu nhap khau c au t manh ve truyen thong va co thng hieu noi
tieng tren th trng nh: Berocca, Laroscorbine cua tap oan dc Roche
Phap, Upsa C cua My, Supradyn cua tap oan Bayer. Nhng thng hieu nay
a co mat kha lau tren th trng, chat lng, gia thanh cao, co tnh nang
ieu tr va thng co nguon ngan sach truyen thong ln. Tuy nhien, cac
hoat ong truyen thong chnh yeu c thc hien la quang cao va PR. Tat
ca eu la oi thu canh tranh trc tiep cua Plusssz Vitamin va Plusssz
Multivitamin.
39. Chuyen e tot nghiep GVHD: Th.s inh Tien Minh SVTH: Vo Th
Phng Thao Trang 39 Lp: HC11 - MA01 Berocca hng en nhu cau cung cap
dng chat ho tr cho viec ieu tr benh. Nham en oi tng khach hang co
thu nhap cao (co gia khoang tren 6.000/1vien) Laroscorbine la mot
san pham khac cua Roche nham en phan khuc thap hn Berocca, san pham
cho gia nh (co gia 2.500/vien) Upsa C cung nh Berocca nhng nham en
phan khuc khach hang thap hn, ho tr lay lai nang lng cho c the sau
nhng hoat ong lien tuc hoac trong thi gian ieu tr benh (gia
2.500/vien) Supradyn - mot san pham c nhap khau t My, co mat Viet
Nam khoang 10 nam. Hng en canh tranh trc tiep vi nhom khach hang
cua Berocca (gia: 5.500/ 1 vien) Hang trong nc Hien tai, co rat
nhieu cong ty dc pham trong nc ben canh viec phan phoi san pham
vien bo sui bot t cac nc tai th trng Viet Nam cung thc hien san
xuat san pham nay. Tuy nhien, cac san pham c san xuat tai Viet Nam
thng co chat lng khong cao ong thi cung khong c au t nhieu ngan
sach cho viec xay dng thng hieu nen dng nh rat kho canh tranh tren
th trng (tr trng
40. Chuyen e tot nghiep GVHD: Th.s inh Tien Minh SVTH: Vo Th
Phng Thao Trang 40 Lp: HC11 - MA01 hp thng hieu MyVita cua cong ty
CP dc pham SPM). Nhng s co mat cua cac nhan hieu o a khien mieng
banh th phan san pham vien bo sui bot cua cac cong ty ln b nho i.
Mot so ac iem cua san pham vien sui bot san xuat trong nc: - Gia
thanh thap - Thng t c au t quang ba thng hieu - Hng en phan khuc
khach hang bnh dan MyVita c xem la thng hieu vien bo sui bot trong
nc thanh cong nhat tren th trng vi cac ac iem sau: - c san xuat
trong nc nen gia thanh thap (khoang 1.000/1vien) - Hng en phan khuc
khach hang tre - Co he thong phan phoi rong khap - Hoat ong truyen
thong ram ro 5. Chien lc truyen thong 2006 - 2007 cua PIQ 5.1 He
thong nhan dien thng hieu cua PIQ Logo K trng byBao b
41. Chuyen e tot nghiep GVHD: Th.s inh Tien Minh SVTH: Vo Th
Phng Thao Trang 41 Lp: HC11 - MA01 Leaflet ng phc PG M PG Wobble
Print ad Standee Banner Xe hi Print ad
42. Chuyen e tot nghiep GVHD: Th.s inh Tien Minh SVTH: Vo Th
Phng Thao Trang 42 Lp: HC11 - MA01 5.2 Chien lc truyen thong 2006 -
2007 5.2.1 Muc tieu chien lc - PIQ lam phan tan ap lc canh tranh
len thng hieu me Plusssz - Khai thac nhng phan khuc khach hang mi
va chuyen sau ma cac oi thu khac cha tham nhap. - S dung ket hp cac
cong cu truyen thong ATL va BTL trong nam au gii thieu san pham.
5.2.2 Muc tieu Marketing - Nam 2006: Gii thieu PIQ ra th trng
Khuyen khch dung th san pham - Nam 2007: On nh va gia tang doanh so
PIQ Khuyen khch mua hang 5.2.3 Muc tieu truyen thong - Nam 2006:
Gii thieu hnh anh PIQ tren th trng. - Nam 2007: Cung co va nhac nh
hnh anh thng hieu PIQ. 5.2.4 Ke hoach chien lc truyen thong a thc
hien Trong nam 2006 va quy 1/2007 trien khai ke hoach truyen thong
tong lc lien tuc nham gii thieu hnh anh PIQ ong thi ho tr cho viec
at doanh so tng thang. Ke hoach s dung cac cong cu truyen thong
tong the nh sau:
43. Chuyen e tot nghiep GVHD: Th.s inh Tien Minh SVTH: Vo Th
Phng Thao Trang 43 Lp: HC11 - MA01 DIEN GIAI PHNG TIEN NOI DUNG
Quang cao Bao, tap ch Thanh Nien, Tuoi Tre, PN HCM, An Ninh Thu o,
Ha Noi mi, Tien Phong, Thi Trang Tre, TBKTSG, DNSG, DN Cuoi Tuan,
Tiep Th Gia nh, SGTT Bo tr nao, tap trung cao Truyen hnh VTV1, VTV
3, HTV7, a Nang, Bnh nh, ak Lak, Khanh Hoa, ong Nai, Bnh Dng, Vnh
Long, Ca Mau, Ha Tay, Hai Phong, Lao Cai, Thai Nguyen, Quang Ninh,
Thanh Hoa, Nghe An Bo tr nao, tap trung cao Internet Cac trang pho
bien PR Advertorial Ket hp chay cac bai tren cac bao va internet 10
cau chuyen Tai tr (Sponser) Tai tr cuoc thi "soc 5 giay" tren tap
ch The Gii Van Hoa ABOVETHELINE Roadshow Trung tam thanh pho, cac
building ln Dieu hanh, phat leaflet Khuyen mai Ngi tieu dung Qua
tang Nha thuoc le Qua tang, chiet khau Nha thuoc s Qua tang, chiet
khau Trng bay Nha thuoc Poster, wobble, standee, ke trng bay Sieu
th Trng bay ke, wobble BELOWTHELINE Sampling Tai cac nha thuoc,
sieu th va cac trng H, C Dung th san pham Tren c s s dung cac phng
tien tren, tng quy se co nhng bang ke hoach chi tiet cho tng hoat
ong.
44. Chuyen e tot nghiep GVHD: Th.s inh Tien Minh SVTH: Vo Th
Phng Thao Trang 44 Lp: HC11 - MA01 5.2.4.1 Tong hp ke hoach quang
cao bao quy 4/2006 va quy 1/2007 au Bao Phat hanh Kch Thc n gia
Chit khu Gia tnh S K Tng chi ph Noi dung Thanh Nien HN 1/2 trang
(trang ND) 30.000.000 10% 27.000.000 4 108.000.000 Adv va Print Tui
Tr HN Nguyen trang cui QC 57.750.000 7% 53.707.500 3 161.122.500
Print TGPN Th 2 1/3 trang ng 17.000.000 35% 11.050.000 5 55.250.000
Adv va Print PNHCM Th 3,6 Nguyen trang u 25.200.000 10% 22.680.000
5 113.400.000 Adv va Print ANT HN 1/2 trang ngang au trang TVTD
9.000.000 24% 6.840.000 2 13.680.000 Print Tien Phong HN 1/2 trang
ngang 13.000.000 13% 11.310.000 6 67.860.000 Adv va Print HNM HN
Chan trang (38 x 9) 9.360.000 7% 8.704.800 5 43.524.000 Print T.T.T
5,15,25 1/2 trang ng 15.000.000 28% 10.800.000 2 21.600.000 Adv 1/2
trang ngang 8.000.000 15% 6.800.000 5 34.000.000 Adv va PrintThi
bao KTSG Th 5 Chan trang 3.000.000 15% 2.550.000 4 10.200.000 Print
2/3 trang ng 14.400.000 30% 10.080.000 2 20.160.000 AdvDNSG Th 3
1/3 trang ng 6.000.000 30% 4.200.000 1 4.200.000 Print 2/3 trang ng
17.160.000 35% 11.154.000 2 22.308.000 AdvDNCT Th 6 1/3 Trang ng
8.580.000 35% 5.577.000 4 22.308.000 Print 2/3 trang ng 45.000.000
33% 30.150.000 4 120.600.000 Prind 1/2 trang ngang 32.750.000 33%
21.942.500 7 153.597.500 Adv TTG Th 3 1/3 trang ng 22.500.000 33%
15.075.000 7 105.525.000 Prind ad Th 5 1/2 trang (trang ND)
26.000.000 13% 22.620.000 4 90.480.000 AdvSGTT 2, 4, 6 Tin san pham
2.420.000 0% 2.420.000 3 7.260.000 Tin KM Tong 75
1.175.075.000
45. Chuyen e tot nghiep GVHD: Th.s inh Tien Minh SVTH: Vo Th
Phng Thao Trang 45 Lp: HC11 - MA01 Ghi chu: - Phat hanh HN: Phat
hanh hang ngay - Trang ND : Trang noi dung - Trang cuoi QC : trang
cuoi quang cao - Trang TVTD : Trang t van tieu dung - TGPN : The
Gii Phu N - PNHCM : Phu N Ho Ch Minh - ANT : An Ninh Thu o - HNM :
Ha Noi Mi - T.T.T : Thi Trang Tre - DNSG : Doanh Nhan Sai Gon -
DNCT : Doanh Nhan Cuoi Tuan - TTG : Tiep Th Gia nh - SGTT : Sai Gon
Tiep Th - Adv va Print : Advertorial va Prind ad (bai viet va mau
quang cao) - Tin KM : Tin khuyen mai - Gia tnh: gia sau khi a tr
chiet khau
46. Chuyen e tot nghiep GVHD: Th.s inh Tien Minh SVTH: Vo Th
Phng Thao Trang 46 Lp: HC11 - MA01 5.2.4.2 Tong hp ke hoach quang
cao truyen hnh quy 4/2006 va quy 1/2007 (cac ai chnh) KENH MA CHNG
TRNH DUNG LNG THI GIAN GIA CHIET KHAU GIA TNH SO LAN PHAT TONG VTV1
Phim cuoi tuan B9 Phim 15'' 21:05 18.000 22% 14.040 4 56.160 4
56.160 VTV3 Ai la trieu phu C14A Gameshow (Cut 2,3) 15'' 20:00 -
21:00 31.500 22% 24.570 4 98.280 Trc gameshow ALTP, RCV C13A 15''
21.600 22% 16.848 3 50.544 Hay chon gia ung C14A Gameshow (Cut 1,2)
15'' 20:00 - 21:00 31.500 22% 24.570 3 73.710 Tro chi am nhac C14A
Gameshow (Cut 2,4) 15'' 20:00 - 21:00 31.500 22% 24.570 2 49.140
Hanh trnh van hoa C14A Gameshow (Cut 2,3) 15'' 20:00 - 21:00 21.600
22% 16.848 4 67.392 Rung chuong vang C16 Gameshow (Cut 2,3) 15''
20:50 - 21:50 18.000 22% 14.040 4 56.160 Ai la ai C14 Gameshow (Cut
2,3) 15'' 19:50 - 21:00 21.600 22% 16.848 4 67.392 au trng 100 C16
Gameshow (Cut 2,3) 15'' 21:10 - 22:10 18.000 22% 14.040 4 56.160 28
518.778 HTV7 Chung sc GTT2 Gameshow (Cut 2,3) 15'' 20:00 - 21:00
33.000 21% 26.070 4 104.280 Hat vi ngoi sao GTT2 Gameshow (Cut 2,3)
15'' 20:00 - 21:00 33.000 21% 26.070 3 78.210 Not nhac vui GTT2
Gameshow (Cut 2,3) 15'' 21:10 - 22:00 33.000 21% 26.070 4 104.280
Vt len chnh minh GTT2 Gameshow (Cut 2,3) 15'' 20:20 - 21:00 28.000
21% 22.120 4 88.480 Chuyen khong cua rieng ai GTT2 Gameshow (Cut
2,3) 15'' 20:20 - 21:00 19.000 21% 15.010 3 45.030 Hoi ngo bat ng
GTT2 Gameshow (Cut 2,3) 15'' 20:00 - 20:30 28.000 21% 22.120 3
66.360 Chuc mng sinh nhat GTT2 Gameshow (Cut 2,3) 15'' 20:00 -
20:20 24.000 21% 18.960 4 75.840 Trc cac gameshow CS, HVNS, NNV
GTT2 Gameshow 15'' 27.000 21% 21.330 3 63.990 Phim toi th 3 GTT4
Phim (trc phim) 15'' 21:10 - 23:00 27.000 21% 21.330 4 85.320 32
711.790 Tng 64 1.286.728
47. Chuyen e tot nghiep GVHD: Th.s inh Tien Minh SVTH: Vo Th
Phng Thao Trang 47 Lp: HC11 - MA01 Ghi chu: - Dung lng : thi gian
cua mau quang cao tren tivi, c tnh bang giay - VT cua gia : 1.000 -
So lng : so lan phat mau quang cao - Cut 1, 2, 3, 4 : th t phat
phan quang cao trong chng trnh ang phat song - ALTP : Ai la trieu
phu - RCV : Rung Chuong Vang - CS : Chung sc - HVNS : Hat vi ngoi
sao - NNV : Not nhac vui
48. Chuyen e tot nghiep GVHD: Th.s inh Tien Minh SVTH: Vo Th
Phng Thao Trang 48 Lp: HC11 - MA01 5.2.4.3 Tong hp ke hoach quang
cao truyen hnh quy 4/2006 va quy 1/2007 (cac ai tnh) KENH MA CHNG
TRNH DUNG LNG THI GIAN GIA CHIET KHAU GIA TNH SO LAN PHAT TONG TH
TRNG MIEN TRUNG A NANG TV 5% Phim tra TR2 Phim 30'' 11:30 - 13:00
2.365 17% 1.963 10 19.630 Phim toi T3 Phim 30'' 20:00 - 22:30 2.200
17% 1.826 20 36.520 30 56.150 BNH NH 4% Phim tra Phim 30'' 11:30 -
13:00 900 20% 720 10 7.200 Phim toi Phim 30'' 20:00 - 22:30 1.900
20% 1.520 25 38.000 35 45.200 DAKLAK 4% Phim toi Phim 30'' 19:45 -
21:15 2.200 23% 1.694 25 42.350 25 42.350 KHANH HOA 12% Phim tra S3
Phim 30'' 11:30 - 13:00 5.500 20% 4.400 10 44.000 Phim toi T5B Phim
30'' 20:00 - 22:30 8.000 20% 6.400 13 83.200 23 127.200 TH TRNG ONG
NAM ONG NAI 6% Phim toi RTV1 Phim 30'' 20:40 - 22:30 3.850 35%
2.503 25 62.563 25 62.563 BNH DNG 8% Phim toi BTV2 Phim 30'' 20:40
- 22:30 5.000 45% 2.750 30 82.500 30 82.500
49. Chuyen e tot nghiep GVHD: Th.s inh Tien Minh SVTH: Vo Th
Phng Thao Trang 49 Lp: HC11 - MA01 KHU VC MEKONG VNH LONG 15% Phim
tra Phim 30'' 11:30 - 13:00 5.400 24% 4.104 10 41.040 Phim chieu
Phim 30'' 17:00 - 18:30 4.300 24% 3.268 10 32.680 Phim toi Phim
30'' 20:15 - 21:30 7.200 24% 5.472 15 82.080 35 155.800 CA MAU 4%
Phim toi Phim 30'' 21h45' 2.250 45% 1.238 30 37.125 30 37.125 TH
TRNG MIEN BAC HA TAY 5% Phim tra Phim 30'' 11:45 - 12:45 2.250 27%
1.643 10 16.425 Phim toi Phim 30'' 20:45 - 22:00 3.500 27% 2.555 15
38.325 25 54.750 HAI PHONG 8% Phim tra S5 Phim 30'' 12:00 - 12:55
3.250 22% 2.535 10 25.350 Phim toi T3 Phim 30'' 21:20 - 22:55 5.000
22% 3.900 16 62.400 26 87.750 LAO CAI 1% Trc ban tin cua VTV 30''
18:45 - 19:00 600 20% 480 10 4.800 Phim toi Phim 30'' 20:30 - 22:30
600 20% 480 20 9.600 30 14.400 THAI NGUYEN 3% Phim toi Phim 30''
21:00 - 22:00 1.485 22% 1.158 25 28.958 25 28.958 QUANG NINH 9% Thi
s a phng Thi s 30'' 20:00 - 21:00 5.000 20% 4.000 10 40.000 Phim
toi Phim 30'' 21:00 - 23:45 4.750 20% 3.800 15 57.000 25
97.000
50. Chuyen e tot nghiep GVHD: Th.s inh Tien Minh SVTH: Vo Th
Phng Thao Trang 50 Lp: HC11 - MA01 THANH HOA 7% Phim toi Phim 30''
21:00 - 22:30 3.000 18% 2.460 30 73.800 30 73.800 NGHE AN 8% Phim
chieu Phim 30'' 17:00 - 19:00 3.000 40% 1.800 15 27.000 Phim toi
Phim 30'' 20:20 - 21:30 4.800 40% 2.880 20 57.600 35 84.600 Tng 429
1.046.145 5.2.4.4 Tong hp cac hoat ong PR quy 4/2006 va quy 1/2007
Hoat ong PR chu yeu c thc hien trong giai oan au gii thieu san pham
(cuoi nam 2006) va thc hien lai trong quy 2 cua nam 2007 cung vi
viec thay oi hnh anh trong cac mau quang cao (chuyen t viec s dung
hnh tng sang s dung hnh anh con ngi trong cac mau quang cao). Ket
hp vi cac phng tien truyen thong ai chung, thong iep cua cac hoat
ong PR a c truyen tai en khach hang mot cach hieu qua nhat. Bang
tom tat sau se tom tat nhng hoat ong PR a thc hien trong tng thi
gian cu the:
51. Chuyen e tot nghiep GVHD: Th.s inh Tien Minh SVTH: Vo Th
Phng Thao Trang 51 Lp: HC11 - MA01 HOAT ONG NOI DUNG MUC CH OI TNG
THI GIAN ChayAdvertorial 10 cau chuyen ve: ac tnh cua L-Carnitine
va nhan sam; s lang ph do s mat tap trung; cac cau chuyen ve nhng
ngi noi tieng s dung PIQ nh: Hoa hau Mai Phng Thuy, A hau Trng Chi
Truc Diem, cac cascaduer, thu khoa vi 10 iem tuyet oi cua trng H
Kien Truc va cac nhan vien van phong, bac s ... Gii thieu ve cac
thanh phan nhan sam va L-carnitine; gii thieu hnh anh PIQ va hng
dan tieu dung thong qua cac nhan vat noi tieng cung nh nhng nhan
vien i thng. Khach hang muc tieu cua PIQ Thang 8, 9/2006 Roadshow
PG phat leaflet tai cac khu vui chi, nha sach, nha van hoa, trung
tam thng mai, rap chieu phim, quan cafe, cao oc van phong va chay
dieu hanh tren cac truc ng chnh cua trung tam TP HCM va Ha Noi Gii
thieu hnh anh PIQ Tat ca khach hang cua cac a iem tren Thang 9,
10/2006 - Tai tr chng trnh ca nhac "Cung PIQ chao on tan sinh vien
nam hoc 2006 - 2007" tai nha van hoa Thanh Nien. Gii thieu hnh anh
PIQ Sinh vien cac trng H Thang 9/2006 Taitr - Tai tr cuoc thi "soc
5 giay" tren tap ch Van Hoa Thong Tin (VHTT): ban oc viet th ke ve
cau chuyen hoac tnh huong trong cuoc song lam ho thc s b soc va gi
ve tap ch VHTT, nhng bai viet hay se c giai thng t nha tai tr. e
khach hang lien tng va nh en cong dung, hnh anh cua PIQ Tat ca
khach hang la ban oc cua tap ch VHTT Thang 10, 11/2006
52. Chuyen e tot nghiep GVHD: Th.s inh Tien Minh SVTH: Vo Th
Phng Thao Trang 52 Lp: HC11 - MA01 5.2.4.5 Tong hp cac hoat ong
khuyen mai PIQ nam 2006 va quy 1/2007 Trong nam 2006 va quy 1/2007,
muc tieu u tien trong hoat ong khuyen mai la khuyen khch cac nha
thuoc le at hang va ban hang. Do o, hau het cac chng trnh khuyen
mai c thc hien danh cho oi tng nay. Cac hnh thc khuyen mai a thc
hien: - Chiet khau (trc thue) tren tong gia tr n hang t 1 en 5% cho
cac n hang t 5 tuyp, 10 tuyp, 25 tuyp, 50 tuyp va tren 100 tuyp. -
Qua tang da tren quy nh tng mc gia tr cac n hang nh: PCO, PMO, PCL,
dau an Neptune, bot giat OMO, nc suc mieng Lysterine, thuoc nho mat
Vrohto, vien ngam Strepsil, Salonpas Ben canh o, nham khuyen khch
ngi tieu dung mua va s dung PIQ, trong thi gian nay cong ty cung a
thc hien chng trnh khuyen mai Vang go ca t 18/11/2006 en 24/12/2006
(thc hien chung cho tat ca cac san pham Plusssz) danh cho ngi tieu
dung: vao ngay 24/12/2006 ong gia Noel se en bat ky gia nh nao
trong a ban TP. HCM, neu trong gia nh o co bat ky tuyp Plusssz nao
th se c tang ngay mot vien Plusssz bang vang tr gia ch vang.
5.2.4.6 Tong hp cac hoat ong trng bay PIQ nam 2006 va quy 1/2007
Muc tieu: - Khuyen khch trng bay san pham tai cac iem ban trong
giai oan gii thieu PIQ ra th trng - Tang mat o xuat hien, nhan dien
hnh anh PIQ tai moi iem ban va duy tr hnh anh PIQ tai cac iem ban
Mot so hnh thc trng bay: - Trng bay poster/ woblle/ standee/ ke
trng bay
53. Chuyen e tot nghiep GVHD: Th.s inh Tien Minh SVTH: Vo Th
Phng Thao Trang 53 Lp: HC11 - MA01 - Trng bay tu ban Hoat ong a va
ang thc hien - Chng trnh Th tai trng bay cung PIQ t 6/9/2006 en
6/11/2006 khi tham gia trng bay bo trng bay gom: ke trng bay,
poster, leaflet, woblle, trng bay tu e nhan c mot trong hai c hoi:
+ c tra thng trng bay: 1 tuyp PCO va 2 tuyp PMO/ thang + c tham gia
rut tham may man vi cac giai thng gia tr cao: 1 giai nhat tr gia 10
trieu/ giai; 2 giai nh tr gia 3 trieu/ giai; 4 giai ba tr gia 1
trieu ong va 100 giai khuyen khch tr gia 100 ngan ong/ giai. - Chng
trnh tra thng trng bay hang thang: + Trng bay va lay hang gom: 2
tuyp PIQ + 10 tuyp PMO/ thang c them 2 tuyp PMO. + Treo poster se
co mc tra thng t 2 en 6 tuyp PMO/thang tuy theo dien tch cua v tr
treo poster (thoa thuan) 5.2.4.7 Tong hp hoat ong dung th PIQ nam
2006 va quy 1/2007 Vi muc tieu gii thieu san pham PIQ en ngi tieu
dung, khuyen khch ho dung th va mua ve dung, ong thi ho tr cac ai
ly ban PIQ thuan li hn trong thi gian au. Trong nhng thang cuoi nam
2006 va quy 1/2007 cong ty a to chc cac t dung th san pham
(sampling) tai mot so nha thuoc ln, sieu th, trung tam thng mai mot
so thanh pho trong ca nc nh: Ha Noi, TP. HCM, Bnh Dng, Dak Lak,
Khanh Hoa, a Nang, Hue.Vi tong ngan sach danh cho hoat ong nay
khoang gan 30.000USD.
54. Chuyen e tot nghiep GVHD: Th.s inh Tien Minh SVTH: Vo Th
Phng Thao Trang 54 Lp: HC11 - MA01 5.2.5 Mot so hnh anh cua cac
hoat ong truyen thong PIQ a thc hien: Quang cao Prind ad
55. Chuyen e tot nghiep GVHD: Th.s inh Tien Minh SVTH: Vo Th
Phng Thao Trang 55 Lp: HC11 - MA01 Galaxy Internet ad TVC
56. Chuyen e tot nghiep GVHD: Th.s inh Tien Minh SVTH: Vo Th
Phng Thao Trang 56 Lp: HC11 - MA01 Advertorial Tai tr cuoc thi tren
tap ch VHTT
57. Chuyen e tot nghiep GVHD: Th.s inh Tien Minh SVTH: Vo Th
Phng Thao Trang 57 Lp: HC11 - MA01 Roadshow Sampling
58. Chuyen e tot nghiep GVHD: Th.s inh Tien Minh SVTH: Vo Th
Phng Thao Trang 58 Lp: HC11 - MA01 6. anh gia chien lc truyen thong
PIQ lan au tien c tung ra th trng vao ngay 23/8/2006. Ho tr cho
viec tung san pham mi ra th trng la cac hoat ong truyen thong tong
lc c thc hien mot cach chuyen nghiep va bai ban (tng giai oan khac
nhau co nhng hoat ong truyen thong hp ly nham khai thac toi a s chu
y cua khach hang va thuc ay hoat ong ban hang tai tat ca cac iem
ban PIQ). Nh o, en cuoi quy 1/2007 tong doanh so ban cua PIQ tai th
trng TP. HCM la 85.010 tuyp chiem 50% tong doanh so ban PIQ toan
quoc va san pham a co mat gan 900 nha thuoc trong he thong 1737 nha
thuoc hien tai tai TP. HCM cua Plusssz. Bc au, hoat ong truyen
thong tong lc a at c nhng muc tieu marketing, cung nh muc tieu
truyen thong a e ra trong nam 2006 va quy 1/2007. Bang 2.4 - Bang
tong hp doanh so PIQ tai TP. HCM 2006 va quy 1/2007 VT: Tuyp 2006
2007 T8 T9 T10 T11 T12 T1 T2 T3 T4 Tong doanh so ban Tong doanh thu
510 6.000 14.000 8.100 9.000 18.000 9.500 4.900 15.000 85.010
2.295.270.000 (Nguon: Bao cao tong ket tnh hnh kinh doanh quy
2/2007 cua cong ty) Ghi chu: Giai oan thang 1/2007 la thi gian
chuan b on Tet Nguyen an do o cac nha thuoc a co hoat ong at hang e
d tr. Ben canh o, ay la thi gian ma hoc sinh cap III chuan b cho
thi gian on thi ai hoc, nhu cau ve san pham tang cao. Do o, doanh
so cua T1/2007 a tang ot bien so vi cac thang con lai.
59. Chuyen e tot nghiep GVHD: Th.s inh Tien Minh SVTH: Vo Th
Phng Thao Trang 59 Lp: HC11 - MA01 CHNG 3 : MOT SO Y TNG E XUAT
NHAM HOAN THIEN CHIEN LC TRUYEN THONG CUA PIQ Mac du, en thi iem
nay hoat ong truyen thong cua PIQ a at c nhng thanh cong nhat nh.
Tuy nhien, hoat ong truyen thong xay dng thng hieu PIQ cung con
phai tiep tuc thc hien trong thi gian dai sap ti. Vi mong muon hoan
thien hn nhng hoat ong truyen thong o va trong khuon kho bai viet
chuyen e tot nghiep nay thong qua nhng thong tin tm hieu c ngi viet
xin a ra nhng y kien e xuat di ay 1. Muc tieu truyen thong - Gia
tang toi a s xuat hien hnh anh PIQ tren cac phng tien truyen thong
pho bien. T o tang o phu thong iep tren th trng - Tao hnh anh PIQ
gan gui vi i song hang ngay 2. Mot so e ngh truyen thong 2.1 S dung
hnh anh ngi Viet Nam trong cac mau quang cao Vi nh v xuat x la hang
nhap khau t chau Au nen cong ty a s dung hnh anh ngi nc ngoai cho
tat ca cac mau quang cao ve PIQ t khi bat au tung ra th trng en
nay. Mot hnh anh ngi nc ngoai nghiem trang, am me cong viec, say me
hoc tap . Tuy nhien, theo anh gia ca nhan ngi viet th hnh anh o qua
nghiem tuc va kho gan. Trong khi o gii nhan vien van phong lam viec
tai cac thanh pho ln Viet Nam hien nay a mang mot hnh anh khac trc:
ho co kien thc, ky nang tot, chuyen nghiep, tre trung, nang ong,
hoa ong va thanh at. Con gii sinh vien hoc sinh th nang ong, sang
tao va luon am me
60. Chuyen e tot nghiep GVHD: Th.s inh Tien Minh SVTH: Vo Th
Phng Thao Trang 60 Lp: HC11 - MA01 nghien cu, hoc tap Do o, toi e
xuat y kien s dung hnh anh ngi Viet Nam trong cac mau quang cao
trong giai oan ti cua PIQ nham tao s gan gui cung nh e ngi s dung
de dang thay c hnh anh cua mnh khi s dung PIQ hang ngay. Cu the hnh
anh nh sau: - Nam, n nhan vien van phong: Tre trung, nang ong, hoa
ong Tac phong lam viec chuyen nghiep Thanh at - Nam, n sinh vien
hoc sinh Say me nghien cu, hoc tap Nang ong, hoa ong 2.2 S dung
cong cu email va trang Yahoo Ben canh ke hoach s dung cac kenh
truyen thong truyen thong a thc hien la bao, tap ch, ai truyen hnh.
Toi co y kien e xuat s dung them phng tien khac la: quang cao tren
yahoo mail, yahoo messenger va s dung email e gi th bao. 2.2.1 Thue
v tr quang cao tren trang yahoo mail va yahoo messenger Vi s pho
bien cua viec s dung yahoo mail va yahoo messenger trong giao dch
hang ngay th viec moi nhan vien trong cong ty (ngoai viec s dung a
ch email cua cong ty) cung nh moi sinh vien, hoc sinh co mot a ch
yahoo mail va yahoo messenger e lien lac la ieu tat yeu. Do o, toi
e xuat thue v tr at banner quang cao PIQ 2 hop th tren. Cu the nh
sau: - Moi trang at mot banner quang cao PIQ
61. Chuyen e tot nghiep GVHD: Th.s inh Tien Minh SVTH: Vo Th
Phng Thao Trang 61 Lp: HC11 - MA01 - Ch xuat hien nhng a ch cua oi
tng s dung la: nhan vien van phong, sinh vien, hoc sinh tai Viet
Nam - Chi ph: 5.000USD/ thang/ 5 trieu lt xuat hien (gia tham khao
tai cong ty quang cao trc tuyen On Top Rank - Ha Noi) - Ly do
thuyet phuc: Yahoo la mot trang web ln Co the xuat hien hng vao oi
tng s dung la khach hang muc tieu cua PIQ tai Viet Nam Chi ph tnh
cho mot lan xuat hien khoang 10 (tren moi trang). ay chi ph hp ly
va chap nhan c Co the bat au bat ky luc nao Lu y: e at c hieu qua
tot nhat khi s dung cong cu nay th trang web cua PIQ phai c nang
cap hn na: toc o truy cap trang web nhanh hn, thong tin phong phu
hn. 2.2.2 Mua d lieu cac a ch email co chon loc va gi thong iep cua
PIQ hang ngay - Muc tieu: Truyen tai thong iep PIQ - bo tr nao, tap
trung cao va gi y, nhac nh viec uong PIQ e lay lai s tap trung tiep
tuc lam viec en oi tng chnh la nhan vien van phong lam viec tai cac
cong ty va oi tng m rong la tat ca nhng oi tng s dung yahoo mail va
yahoo messenger hang ngay. - Hnh thc: Vao hai khoang thi gian la:
11:00 va 15:30 la luc ma tinh than lam viec cua moi ngi ang xuong,
ho cam thay met moi va khong con s tap trung
62. Chuyen e tot nghiep GVHD: Th.s inh Tien Minh SVTH: Vo Th
Phng Thao Trang 62 Lp: HC11 - MA01 cao nh au gi lam viec. Luc nay
ho thng ngh giai lao trong vai phut e uong cafe hoac mot thc uong
nao o e lay lai s tap trung va lam viec tiep tuc. Vao thi iem nay
cong ty se gi en tat ca a ch email trong danh sach mot email gi y s
dung PIQ e cung cap nang lng cho tr nao giup lay lai s tap trung
tiep tuc cong viec. - Cac loai email d kien s dung: @vnn.vn
@hn.vnn.vn @hcm.vnn.vn @dng.vnn.vn @fpt.com @congty.com (mail cong
ty tai VN) @congty.com.vn (mail cong ty tai VN) - Chi ph: 200.000
(Chi ph tren bao gom: khoang 10 trieu a ch thuoc cac loai email neu
tren va 01 a chay chng trnh - gia tham khao tai cong ty
D.A.C.S.I.T, Ha Noi) - Thi gian d kien bat au thc hien: thang
11/2007 2.3 Ke hoach tai tr cuoc thi Giang Sinh Muon Mau tren bao
SGTT Muc ch chng trnh Tang s thien cam, gay s chu y en hnh anh thng
hieu Nhac nh ngi tieu dung la ban oc cua bao SGTT ve hnh anh PIQ oi
tng tham gia Tat ca ngi tieu dung la ban oc cua bao SGTT
63. Chuyen e tot nghiep GVHD: Th.s inh Tien Minh SVTH: Vo Th
Phng Thao Trang 63 Lp: HC11 - MA01 Ban to chc: - To chc chnh: bao
SGTT - Ban giam khao gom: + Bien tap vien trang Nha ep va phong
vien anh cua bao SGTT + Mot ai dien cua cong ty Hnh thc thc hien -
PIQ ket hp cung bao SGTT to chc cuoc thi Giang Sinh muon mau t ngay
12/11/2007 en 31/12/2007. - PIQ la nha tai tr oc quyen. - Mot so
quyen li SGTT danh cho nha tai tr: + c at 01 logo tai tr tren dien
tch bao s dung cho cuoc thi trong suot thi gian dien ra cuoc thi. +
c ang 02 ky gii thieu san pham trong chuyen muc San pham tiep th
cua bao SGTT (gom 70 ch va 1 hnh anh). + c ang 02 ky chan trang
tren dien tch bao s dung cho cuoc thi. + c nhan 15 t bao bieu moi
tuan e tuyen truyen. Noi dung chng trnh: - Ban oc tham gia cuoc thi
bang cach gi 1 hnh chup (cha chnh sa) thc te tai nha tac pham cay
thong hoac hang a tuyet vi nhat ma ho cung gia nh a trang hoang kem
theo mot bai viet khoang 200 - 500 t ke ve nhng chuyen vui trong
qua trnh thc hien hoac nhng ieu c vao mua Giang Sinh nam nay.
64. Chuyen e tot nghiep GVHD: Th.s inh Tien Minh SVTH: Vo Th
Phng Thao Trang 64 Lp: HC11 - MA01 - Cach gi bai thi: co 2 hnh thc
gi bai d thi + Gi bang ng bu ien: toa soan bao SGTT 25 Ngo Thi
Nhiem, P6, Q3, TP. HCM. + Gi bang email gom file bai va file anh
(dung lng toi thieu 1MB, cha chnh sa) ve a ch email:
[email protected] + Han chot gi bai d thi qua 2 hnh thc
tren vao luc 17:00 ngay: 20/12/2007 - Cham iem: ket qua se c tnh
bnh quan theo iem bai viet va hnh anh cua Ban giam khao da tren cac
tieu ch: chat lng bai viet, hnh anh, tnh chan that va cam xuc qua
bai viet. - C cau giai thng: tong gia tr giai thng la 20.000.000.
Bao gom: + 01 giai xuat sac (hnh va bai hay nhat): 6.000.000/giai +
02 giai Cay thong ep nhat: 2.000.000/giai + 02 giai Hang a ep nhat:
2.000.000/giai + 03 giai bai viet hay nhat: 1.000.000/giai + 06
giai khuyen khch: 06 phieu mua hang tai Coop Mart tr gia
500.000/phieu Cach thc to chc - Kch thc trang bao cho cuoc thi: 1
trang - Tong chi ph tai tr: 100.000.000 - Chi ph cu the nh
sau:
65. Chuyen e tot nghiep GVHD: Th.s inh Tien Minh SVTH: Vo Th
Phng Thao Trang 65 Lp: HC11 - MA01 STT DIEN GIAI SO LNG N GIA TONG
Giai thng 10 Giai xuat sac 1 6.000.000 6.000.000 Giai Cay thong ep
nhat 2 2.000.000 4.000.000 Giai Hang a ep nhat 2 2.000.000
4.000.000 Giai bai viet hay nhat 3 1.000.000 3.000.000 1 Giai
khuyen khch 6 500.000 3.000.000 2 28% chi ph trang bao 8 33.000.000
73.920.000 3 Thue ong gia Noel 1 150.000 150.000 4 Thue trang phuc
ong gia Noel 1 130.000 130.000 5 Chi ph to chc (thiet ke trang bao,
theo doi, tong hp ) 1 5.800.000 5.800.000 Tong 100.000.000 - Lch
ang bao: Ky Ngay ang Noi dung 1 12/11/2007 Phat ong cuoc thi 2
19/11/2007 Phat ong cuoc thi 3 26/11/2007 Tom tat the le va giai
thng + 2 bai d thi 4 03/12/2007 Tom tat the le va giai thng + 2 bai
d thi 5 10/12/2007 Tom tat the le va giai thng + 2 bai d thi 6
17/12/2007 Tom tat the le va giai thng + 2 bai d thi 7 24/12/2007
Cong bo ban oc at giai + trao giai 8 31/12/2007 Tong ket cuoc thi
anh gia ket qua chng trnh Vi so lng phat hanh hien tai cua SGTT la
: 145.000 ban/ky th trong suot 8 tuan xuat hien cuoc thi hnh anh
cua PIQ en c vi t nhat khoang
66. Chuyen e tot nghiep GVHD: Th.s inh Tien Minh SVTH: Vo Th
Phng Thao Trang 66 Lp: HC11 - MA01 1.160.000 lt ban oc. Trong o,
chng trnh thanh cong khi co t nhat 1.450 ban oc (chiem 1% lng phat
hanh 1 ky bao) tham gia cuoc thi. Thong tin lien he - Toa soan bao
SGTT : 25 Ngo Thi Nhiem, P6, Q3 - T: 08. 930 5377 Fax: 08. 930 5378
- Email chng trnh: [email protected]
67. Chuyen e tot nghiep GVHD: Th.s inh Tien Minh SVTH: Vo Th
Phng Thao Trang 67 Lp: HC11 - MA01 KET LUAN Vi nhng muc tieu a c at
ra va qua thi gian 3 thang thc hien e tai nay c ban a giai quyet c
nhng van e sau: - Tm hieu c nhng muc tieu c ban cua mot chien lc
truyen thong xay dng thng hieu cho san pham mi - Plusssz IQ. - Tm
hieu ke hoach thc hien nhng hoat ong cu the cho mot chien lc truyen
thong tong lc nham gii thieu hnh anh san pham mi tren th trng. - Tm
hieu c cach thc xay dng ke hoach cho tng hoat ong cu the trong thc
te Tuy nhien, vi nhng han che ve: thi gian, kinh nghiem thc te cua
ban than ve nganh san pham cung nh nhng han che thong tin ve hoat
ong cua cong ty anh hng trong qua trnh thc hien nen e tai van con
mot so van e cha the giai quyet c nh: - Xay dng ke hoach hoan chnh
cho tng e xuat cu the - M rong e xuat hoat ong truyen thong sang
cac hnh thc nh: khuyen mai, trng bay, cac hoat ong kch hoat thng
hieu - M rong pham vi nghien cu tren ca nc Nhng ket qua hien tai
cua e tai nay la nhng no lc, co gang het sc cua em trong qua trnh
thc hien. Rat mong nhan c s thong cam cung nh nhng nhan xet, anh
gia t thay hng dan va t cong ty e em co c hoi hoan chnh e tai nay
tot hn.