PHN TCH CHIN LC CNH TRANH CA KOTEX I VI DIANA

Mc tiu nghin cu: ti nghin cu tiu lun nhm nhm mc ch: Tm hiu v cng ty Kimberly Clark c bit l sn phm Kotex cng nh cc chin lc cnh tranh ca Kotex i vi i th cnh tranh ca mnh l Diana nhm t c ting tm ln v li nhun cao cng nh v th trn th trng bng v sinh ni ring v th trng cc sn phm tiu dng ni chung. Phng php nghin cu: thc hin nghin cu nhm thc hin cc phng php sau y: Cc phng php nghin cu l thuyt: t sch gio trnh Qun tr chin lc i hc Kinh t Quc dn, bo mng, cc ti liu tng hp/ c nghin cu trc t Internet, Phng php nghin cu vn : tng hp, so snh, phn tch,

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Trong nn kinh t hin nay, cnh tranh l iu khng th trnh khi v cng l cch gip cc doanh nghip tn ti v pht trin trn thng trng khc lit. ra chin lc cnh tranh ng n v hp l chnh l bc sng cn cc doanh nghip ginh phn thng trong vic cnh tranh vi i th. Trong tnh cnh cnh tranh nh th, thng hiu v gi c lun l nhng u tin hng u ca cc doanh nghip trong cc chin lc cnh tranh. Tuy nhin, cnh tranh v thng hiu v gi c khng nn v khng th tch ri m nn kt hp song song vi nhau em li hiu qu tt nht cho doanh nghip v c ting tm ln li nhun v suy cho cng li nhun l nui sng doanh nghip cn ting tm ca thng hiu l cha kha gip gia tng li nhun. Kotex l 1 trong nhng doanh nghip Vit Nam thc hin thnh cng cc chin lc cnh tranh v gi v thng hiu gip thng hiu ngy cng pht trin v chim lnh c th phn ln i vi sn phm Bng v sinh. A. PHN TCH MI TRNG KINH DOANH CA KOTEX: I. Mi trng kinh doanh v m: 1. Yu t v lut php: Bng v sinh (vit tt: BVS) l mt loi hng ha c chnh ph nc Cng ha x hi ch ngha Vit Nam cho php lu thng v khng b lit vo danh sch hng cm. Bng v sinh ph n c th phn vo nhm c m s thu 4818402000; thu sut thu nhp khu u i l 22%, thu sut thu GTGT: 10%. Tuy nhin c lu hnh, sn phm bng v sinh phi c kim nghim v cp giy chng nhn an ton vi

sc khe ca ngi s dng. Sn phm BVS Kotex khng gp tr ngi g ln v yu t lut php khi tham gia th trng Vit Nam. Tuy nhin, lut php Vit Nam vn c k h v kh lng lo i vi nhng i tng lm hng gi, hng nhi sn phm Kotex, khin hng gi, hng nhi trn lan trn th trng v khng th gii quyt trit . 2. Yu t cng ngh:

Hin nay, Kotex ang c 6 dng sn phm chnh c ng k bo h ti Vit Nam. T lc thm nhp th trng Vit Nam tnh n thi im hin ti Kotex tung ra tng cng gn 20 dng sn phm khc nhau. Cc sn phm ca Kotex hin nay ang s dng cc cng ngh tin tin v c quyn do chnh Kotex pht trin. V d nh b mt li Hexagon. Cng ngh chng trn ProActive GUARDS, ht siu thm Magic gel.. Chu k thay th, i mi, nng cp sn phm ( v cng ngh, kiu dng, bao gi) ca Kotex thng l 1 nm. Nhn chung: Sn phm ca Kotex a dng v y , p ng c nhu cu ca th trng. S i mi cng ngh lin tc cng nh thay mi cng ngh khin cho Kotex gi c v th ca mnh trn th trng. Cc sn phm ca Kotex hu nh bao ph c ht nhu cu ca ngi s dng. Sn phm Kotex tampon hin nay ang nm gi gn nh c quyn th trng tampon sn xut trong nc khi m cc i th cnh tranh v d nh Diana hin vn cha c dng sn phm ny. 3. Yu t vn ha, x hi. Vn ha : Bng v sinh l vn t nh ca ch em ph n, tuy nhin trong thi i hi nhp kinh t quc t hin nay, s lng v chng loi Bng v sinh ngy cng a dng, phong ph v c phn phi rng khp. X hi: Dn s Vit Nam l dn s tr, tng nhanh, thp dn s c dng tam gic nn th trng tim nng v c mc gia tng nhanh. Mc sng ca dn s Vit Nam thuc dng trung bnh km, tuy nhin iu ny khng nh hng lm n phn khc khch hng ca Kotex. II. Mi trng kinh doanh vi m: 1. i th cnh tranh hin ti: - i th canh tranh ln nht hin nay ca Kotex l Diana.

S lng v kt cu ca i th cnh tranh: Ch c 1 i th canh tranh trc tip duy nht l Diana, ngoi ra cn 1 s nhn hiu BVS nc ngoi nhng khng cng phn khc nn khng nh hng nhiu lm.

Chin lc cnh tranh ca i th: Nu nh Kotex tp trung vo i tng l thnh phn ph n tr, hin i, nh teen, dn cng s, cc sn phm ca Kotex cao s thoi mi trong hot ng, mang xu hng nng ng v hin i th Diana li nhm nhiu hn n i tng l ph n trung tui. Sn phm ca Diana cao s du dng, mm mi v tinh t. V cc chin lc kinh doanh ca Kotex v Diana cng c tung ra lin tip nhau. 2. Khch hng: Hin nay Vit Nam c khong 36 triu ph n ang trong tui sinh sn v c nhu cu s dng bng v sinh. Khch hng m kotex nhm n l ph n tui t 12- 35, chim khong 60% trong s 36 triu khch hng tim nng kia. 3. Nh cung cp: Hin ti, Kotex khng c vn g ln v ni cm i vi cc nh cung ng Vit Nam ni ring v trn th gii ni chung. 4. i th cnh tranh tim n. : Cc dng bng v sinh nhp khu thuc phn khc cao cp c th coi l i th tim n ca Kotex tuy nhin s canh tranh cha c g ni bt. III. Kt lun: 1. C hi: Th trng ln v lun c nhu cu i vi sn phm bng v sinh gip Kotex lun c th phn n nh Vit Nam. Kotex to dng c mt thng hiu mnh v to c lng tin cng nh s trung thnh i vi ngi tiu dng d dng pht trin cc sn phm mi. 2. Thch thc: Diana c xem l mt i th mnh ca Kotex, vi chin lc kinh doanh khn kho v to s khc bit i vi Kotex, cng vi gi c cnh tranh, mnh li phn phi rng khp c nc, c bit l cc tnh thnh ln khin Kotex lun phi pht trin sn phm v i mi phng thc kinh doanh khng b b li pha sau. Ch lut php lng lo khin Kotex b cc loi hng gi, hng nhi km cht lng e da hnh nh m khng c cch gii quyt trit , v lu di s lm gim uy tn ca Kotex trong mt ngi tiu dng trong trng hp h khng th phn bit hng tht- hng gi.

B. PHN TCH NH GI NI B DOANH NGHIP KOTEX: I. nh gi ni b doanh nghip: 1. Sn xut: My mc thit b: Cc sn phm ca Kotex c sn xut trn dy chuyn hon ton t ng, theo tiu chun v cng ngh ca Tp on Kimberly-Clrak ton cu nhm m bo sn phm lun t cht lng cao nht, an ton tuyt i khi lu thng trn th trng. Qun l cht lng sn phm: Tt c nguyn vt liu u c kim tra nghim ngt ngay t u vo. Cc quy trnh kim tra cht lng, kim tra vi sinh lun c kim tra gim st cht ch. Cc sn phm ca Kotex ang c phn phi ti Vit Nam c kim nghim bi Trung tm K thut tiu chun o lng Cht lng 3 Tng cc tiu chun o lng cht lng. Cc cng nhn vn hnh dy chuyn sn xut cng ngh cao theo ng tiu chun an ton, v sinh, cht lng v thng s k thut qui nh, thc hin cc cng vic bo tr my nh k v khc phc cc s c trn my mc.

2. Nghin cu pht trin: c bit n l 1 nhn hiu chm sc sc khe ph n ln v uy tn trn ton th gii, Kotex khng ngng a ra nhng sn phm a dng, tt nht n ngi tiu dng, m bo an ton sc khe. Mi y, cng ty Kimberly-Clark chnh thc gii thiu sn phm Kotex Pro ci tin mi vi cng ngh chng trn t ph ProActive Guards. Cng ngh chng trn ProActive Guards ra i l thnh qu n lc gn 4 nm nghin cu v pht trin ca i ng chuyn gia Kimberly-Clark (K-C). Tri qua nhiu vng th nghim v ly phn hi t ngi tiu dng, sn phm BVS vi cng ngh chng trn ProActive Guards em n cho ph n mt gii php chng trn ti u.

3. Marketing: Hot ng thm nhp th trng Vit Nam:

u nm 1999, Kotex bc nhng bc u tin vo th trng Vit Nam, 1 th trng ln nhng hu nh khng c nh cung cp ln, ng k nht l Diana v Softina. Mc d th trng cc sn phm chm sc ph n v tr em ti Vit Nam vn cn nhiu th phn nhng vi v th l 1 cng ty nc ngoi ln u tin xm nhp vo th trng Vit Nam nn Kotex kh c ngi tiu dng chp nhn bi y cn l 1 thng hiu qu mi v

cha c s khng nh hay nh v thng hiu sn phm ca Kotex. Kotex quyt nh mua li thng hiu Softina, 1 thng hiu c bit n nhiu cng nh phn no khng nh cht lng v sn phm chm sc ph n v tr em VN. Kotex gn thng hiu Kotex ca mnh dn vo cc sn phm ca Softina nh l 1 nhn hiu con trn cc dng sn phm khc tuyn gia Kotex Softina, cng vi cc nhn khc nh Kotex White cao cp v Kotex Freedom bnh dn qua qung b c thng hiu cng nh ha nhp vo th trng. Chnh vic ha nhp v xut hin lin tc cng nhn hiu Softina, Kotex dn bin nhn hiu Softina thnh nhn hiu con v Kotex chnh thc c bit n nh 1 nhn hiu ln mnh mi v a ra cc dng sn phm ring bit nh kotex white, kotex pro, kotex tampon, kotex style, kotex freedom, kotex hng ngy, Hot ng nghin cu th trng:

Kotex tin hnh thu thp kin ngi tiu dng trong qu trnh bn hng thng qua i ng nhn vin tip th v nh phn phi, t Kotex lun nhn c cc kin phn hi ci tin sn phm v sn xut cc sn phm mi. Chnh sch gi: - Kotex c nhng chnh sch gi ph hp cho tng giai on. Khi mi thm nhp th trng, Kotex thc hin chin lc nh gi theo gi ca i th l Diana, cng ty ly gi hin hnh ca i th cnh tranh lm c s nh gi cho sn phm ca mnh, khng quan tm nhiu ti chi ph sn xut. Bc u Kotex nh gi ngang bng vi Diana v thnh cng trong vic gi th trng v khng nh thng hiu hng ngoi ca mnh. - Sau khi khng nh c thng hiu v uy tn ca mnh trong lng khch hng, Kotex bt u nh hng chin lc gi mi l nh gi cao hn gi ca i th cnh tranh, khng nh uy tn, cng nh cht lng, dch v khch hng ca cng ty. Hot ng qung co v quan h cng ng:

Kotex thnh cng trong vic thc hin cc TVC qung co nng cao thng hiu ca mnh, vi thng ip, clip qung co, bi ht gy n tng v rt c yu thch. Ngoi cc sn phm v dch v cho khch hng, Kotex cng ch trng n vic qung co cho hnh nh ca mnh bng nhng hot ng thit thc nh: Qu hc bng Kotex v n sinh ti nng ni tip sc cho ti nng ta sng. Hot ng cng ng: chin dch 270 gram hnh trnh chinh phc 1 na ca con gi hin i. Chin dch ng hnh cng c gi origami ti t tin, ti hiu. Kotex cng c rt nhiu chng trnh khuyn mi. Kotex cn l nhn hng i u trongvic ti tr cho cc hot ng nng cao i sng tinh thn cho gii tr VN nh Bcnhy style hay Qu hc bng Kotex V n sinh ti nng VN

Qua tt c nhng hot ng qung co, PR, hot ng cng ng v khuyn mi, Kotex khng nh c thng hiu ca mnh v nng cao s tn nhim trong lng khch hng.

II. Kt lun: 1. im mnh: Cng ty rt ch trng n hot ng marketing Cng ty c thng hiu mnh v th phn ln C s vt cht, my mc thit b hin i, tim lc ti chnh mnh Sn phm a dng, cht lng.

2. im yu: i vi ni b Kotex ni ring v cng ty Kimberly-Clark ni chung cha c im yu c nh hng nhiu ti hot ng sn xut v kinh doanh.

C. NNG LC CT LI V LI TH CNH TRANH CA DOANH NGHIP: I. Nng lc ct li ca doanh nghip: 1. Nng lc ct li ca doanh nghip L nhng nng lc m doanh nghip c th thc hin c tt hn nhng nng lc khc trong ni b cng ty. Mt cng ty thng xc nh 3-4 nng lc ct li v cc nng lc ct li phi khc bit nhau. 2. Nng lc khc bit L nhng nng lc m doanh nghip c th thc hin tt hn i th cnh tranh, n cho php doanh nghip to ra li th cnh tranh. Theo tm hiu ca nhm, nng lc ct li ca nhn hng Kotex ti Vit Nam chnh l sn phm cht lng v cc chin dch truyn thng Marketing thng nht v c tnh ph sng v cng mnh m v khc bit cng h thng phn phi m bo v xuyn sut chiu di t nc v gi c kh n nh. Tuy nhin, da theo bn tiu chun ca li th cnh tranh bn vng (trang 112, sch Qun tr chin lc, nh xut bn i hc Kinh t Quc dn), nng lc cnh tranh to ra li th cho doanh nghip trong mi trng cnh tranh khc lit chnh l cc chin lc cnh tranh v gi v chui chin dch truyn thng c tnh thng nht t nm 2006 n nay nhm hng n mt thng hiu i din cho cc c gi t tin, c tnh v khc bit. V pha khch hng, y chnh l li ch m khch hng c c khi s dng BVS Kotex bn cnh cc tnh nng ca sn phm y cng l im m cc i th cnh trnh kh c th bt chc theo c v i th cnh tranh in hnh nht l cng ty Diana cng chn 1 hnh nh mi cho thng hiu ca mnh trnh trng lp vi Kotex l hnh nh mm mi n tnh ca ngi con gi vi thng ip L con gi tht tuyt. V Kotex cng tn dng nng lc thng hiu mnh m rng cc loi bng v sinh Vit Nam.

T chin dch truyn thng ca mnh, Kotex c th d dng pht trin cc loi bng v sinh mi da trn thng hiu m h xy dng c. Kotex cng lun tn dng th mnh sn c v khc bit ny ca mnh cho cc chin dch truyn thng Marketing tip theo ca mnh pht trin thng hiu v tng li nhun cho doanh nghip, bng chng l chin dch Ni bt mt c tnh ca Kotex din ra trong nm 2012 hon ton i theo l trnh thng nht vi 2 chin dch pht trin thng hiu din ra trc l chin dch T tin l chnh ti (2006-2009) v Ti t tin. Ti hiu. Ti chia s (2009-2010).

II. Li th cnh tranh v nng lc cnh tranh ca doanh nghip: 1. Nng lc cnh tranh ca doanh nghip: L ton b nhng kh nng, nng lc m doanh nghip c th duy tr v tr ca n trn th trng cnh tranh mt cch lu di. Ngy nay, cnh tranh tc l to ra nhng gi tr gia tng cao hn hoc mi l hn i th h c th la chn mnh m khng n vi i th cnh tranh. Cho n nay, n nm 2012, Kotex vn la chn v i theo cch to thng hiu da trn cc chin dch truyn thng Marketing c tnh thng nht v xuyn sut: thng hiu dnh cho s c tnh v khc bit thng qua thng ip Ni bt mt c tnh nhm i u trc tip vi i th cnh tranh mnh ca h l Diana. Khi m Diana vn trung thnh vi thng hiu m n xy dng t nm 2008 n nay vi thng ip L con gi tht tuyt, th Kotex kin quyt duy tr k hoch truyn thng Marketing y mnh s c tnh v khc bit m khch hng/ngi tiu dng c th cm nhn c lc dng sn phm. Song song vi k hoch truyn thng Marketing Ni bt mt c tnh l s nng cp v a dng ha sn phm: thm nhiu loi bng v sinh mi nh tampon p ng nhu cu ca nhng ngi nng ng v a chung s thoi mi trong nhng ngy y cng nh duy tr mc gi n nh nht c th cho ngi tiu dng trong thi bui bo gi nh hin nay v c bit l khng chnh lch nhiu so vi i th cnh tranh Diana. 2. V kh cnh tranh ch yu m doanh nghip la chn: L cnh tranh v li ch b sung ca sn phm hay c th ni l cnh tranh v thng hiu. Do cht lng sn phm, gi c, th trng ca Kotex khng c s khc bit nhiu vi Diana, nn Kotex la chn vic pht trin s khc bit trong li ch b sung ca sn phm to ra s khc bit cho chnh mnh. Li ch b sung chnh l: nt c tnh, ni bt v khc bit khi s dng Kotex thng qua cc chin dch t nm 2006 nay. D. CHIN LC CNH TRANH CA KOTEX V DIANA: I. Cnh tranh v gi:

C c im l s phn bit sn phm. Cc sn phm v mt no l c nht nhngchng li l nhng hng thay th gn gi cho nhau. S phn bit sn phm thng i lin vi nhn hiu do nh sn xut s hu. iu ny gii thch tn "cnh tranh c quyn" bi v cc cng ty l nhng nh c quyn v chnh sn phm c th ca mnh, do cng cu dc xung. Tuy nhin, s tn ti ca nhng mt hng thay th gn gi tcng n quyn lc th trng ca cc cng ty: ng cu ca h thng l rt co gin. 1. Chin lc c quyn nhm: Th trng do 1 s t ngi bn chi phi, trong c t nht mt s ngi bn c scmnh ln so vi ton b th trng tc ng n gi th trng. Phn tch s cnh tranh:

Cng ty kimberly clark thc hin chin lc nh gi theo gi ca i th- cng ty ly gi hin hnh ca i th cnh tranh lm c s nh gi cho sn phm ca mnh,khng quan tm nhiu ti chi ph sn xut. Kotex da vo c tnh cng nh th hiu ca ngi tiu dng nh gi c lc cao, thp hay ngang bng vi i th Diana, tuy nhin do s cnh tranh gay gt v t tnh sn phm tng ng v c mc thay th cao nn Kotex nh gi ngang bng vi Diana trong khong thi gian u. Gi kotex + Kotex freedom c cnh: 8000ng. +Bng v sinh Kotex khng cnh siu mng 8 ming: 11000 ng. +Bng v sinh Kotex siu thm STYTE MAXI 8 ming: 9000 ng. Gi Diana +Bng v sinh Lebera c cnh siu thm dy 8 ming: 8500 ng. +Bng v sinh Diana siu thm khng cnh 8 ming: 11000 ng. +Diana siu thm: 9.500 ng... Kt lun: Da trn vic nh gi v nhng v d nu trn, Kotex v Diana cnh tranh gi ngang bng nhau, nhm khng nh thng hiu Kotex trn th trng. Kotex p dng chinlc gi cnh tranh ngang bng vi Diana, v bc u thnh cng, trong vic gi th trng v khng nh thng hiu Hng ngoi ca mnh.

2. Chin lc nh gi cao hn ca sn phm: Sau 1 thi gian khng nh thng hiu cng nh uy tn ca mnh t r o n g l n g k h c h hng, Kotex dn dn chim lnh th trng v bt u nh hng chin lc gi mi. Gi Kotex: - Bng v sinh Kotex hng ngy siu bo v 8 ming: 5.500 ng

- Kotex pro siu mng:14000 ng - Bng v sinh Kotex c cnh siu thm LUXE hoa 8 ming: 21000 ng Gi Diana: - Bng v sinh Diana hng ngy 8 ming: 3.500 ng. - Bng v sinh Diana loi siu thm siu mng 8 ming: 12000 ng - Bng v sinh Diana siu mng 8 ming: 14000 ng Kotex nh gi cao hn gi ca i th cnh tranh l Diana, v Kotex l 1 hng ncngoi, khng nh c uy tn cng nh cht lng, dch v khch hng ca cng ty Kimberly Clark. Kotex c 1 nh hng r rng, thay v hng ti nhng khch hng chung chung th Kotex tp trung sn phm cho nhng i tng l cc bn gi mi ln, y l khch hng tim nng ca kotex trong tng lai.Kotex nh gi cao hn nhng vn c khch hng chp nhn, bi h c 1 chnh sch truyn thng cng nh hot ng khuyn mi lin tc, cc chng trnh hng v cng ng, Kotex khng ch mang li cht lng tt cho ngi tiu dng, m cn khch hng cm nhn nhng gi tr m Kotex mang li cho x hi.V th khi h nh gi cao hn Diana, iu khng nh hng ln n thi hiu ca ng tiu dng v h cthi quen cng nh nhng hiu bit v sn phm Kotex. II. C n h t r a n h v t h n g h i u : 1. Thng ip: Kotex: - T tin l chnh mnh (2006 2009) - Ti t tin. Ti hiu. Ti chia s. (2009 2010) Diana: L con gi, tht tuyt! (2008 2010)

Hai thng ip T tin l chnh mnh v L con gi, tht tuyt! u c tnh ph sng mnh m v to ra nt ring c trng khng trng lp cho c 2 thng hiu. V phn thng ip, c Kotex v Diana u khng thua km nhau. 2. TVC (Qung co truyn hnh): Kotex: Qung co T tin l chnh ti gy n tng mng vi hnh nh nhng c gi ht sc c tnh, t tin, cho thy con gi c th lm nhng vic c cho l bt thng, khc thng, p tan quan nim con gi yu ui, y m.

Hnh nh c gi vi n ci ti tn, mc b cng nhn mu cam trong garage sa xe t ca Kotex c Tp ch Marketing bnh chn l mt trong nhng nh qung co n tng.

Diana: Series L con gi tht tuyt vi cc li bnh c bt u Bi v cht con gi... i vo nt p duyn dng truyn thng ca con gi nhng cng khng km phn hin i.

Hnh nh billboard qung co c gi vi mi tc di, vy tht tha, ngi bn ca s vi hp Socola cng c nh gi p v lng mn.

Ni chung, TVC v bill board qung co ca Kotex Diana tuy c v i nghch v concept, nhng khng bn no thua km bn no. 3. Bi ht: Kotex: T tin l chnh ti(Ca s nhc s Phng Uyn sng tc) Diana: L con gi tht tuyt (Ca s nhc s L Ct Trng L sng tc)

- Ni dung bi ht: gn lin vi thng ip ca chin dch, ph hp vi th hiu khch hng mc tiu - Nhc s: T tin l chnh ti c sng tc v trnh by bi mt Phng Uyn rt rock, rt mnh m v c tnh. L con gi tht tuyt l sn phm ca L Ct Trng L, mt c gi c cht ngng nhng cng khng km phn lng mn. Phng Uyn l mt tn tui ni ting t lu trong lng ngh, cn L Ct Trng L li l mt ti nng tr, xut thn t tng lp ngh s underground. C 2 nhc s u l

nhng ci tn c gii tr yu thch, ngng m v l mt s bo chng cho cht lng cng nh phong cch bi ht. - Mc lan ta: u c cng ng tr n nhn v yu thch, c 2 bi ht u tr thnh HIT ngay khi xut hin. Tuy nhin, Diana n im hn trong vic s dng bi ht lm cng c lan ta thng ip, khi xy dng nn n 4 phin bn: vui ti (L Ct Trng L), nh nhnh kiu k (Khi My), ngt ngo lng mn (Thi Trinh), mnh m (the White Noise). B ni t ra thu o trong vic la chn nhng ci tn th hin cc version khc nhau ca L con gi tht tuyt. Nhng Khi My Thi Trinh u l nhng c gi tui teen ang c hm m bi cng ng online m nu khng c s quan tm su st n chu mnh, b Diana s khng ti no bit c. The White Noise l mt ban nhc mi, cha ni, nhng im c ca The White Noise chnh l 1 Rock Band hi t 4 c gi mnh m v c tnh.

Diana tnh ton chi li trong tng ng i nc bc, mi hnh nh i din gn lin vi thng ip sn phm ca h u l 1 c gi Vit ng ngng m.

T c th thy, L con gi tht tuyt lan ta mnh m hn, bi theo sau 4 version ni trn l hng lot cc bn cover do cc c gi khc gi v cuc thi Cover L con gi tht tuyt. 4. Cuc thi: Kotex: - Cuc thi bc nhy X teen - Cuc thi Chinh phc th thch PRO Diana: - Cuc thi ht Cover L con gi tht tuyt - Cuc thi nh Khonh khc L con gi tht tuyt Bc nhy X teen thc hin c nhiu nm, gy c ting vang trong gii tr, bi giai on 2006 2009, tro lu nhy AUDITION ang rt c a chung. Chinh phc th thch PRO c thc hin rng ri cc trng i hc. Cuc thi ht v cuc thi nh ca Diana cng thu ht kh nhiu bn gi tr, nhng xt v mc ph bin th Bc nhy x teen tri hn v n cng c rt nhiu ... bn nam bit n!

5. Qu hc bng: Kotex: Qu n sinh ti nng Vit Nam Diana: Qu gii thng ph n Vit Nam

N sinh ti nng Vit Nam l mt qu hc bng ph bin, ni ting v lu i hn.

1- 0 6. Hot ng cng ng: Kotex: Chin dch 270gram" - Hnh trnh chinh phc "mt na" ca con gi hin i. Chin dch ng hnh cng c gi Origami Ti t tin. Ti hiu. Ti chia s.

Diana: Hnh trnh 1 triu ch k cng khng nh L con gi, tht tuyt! Chin dch 270gr trc thuc Girlspace, mt chuyn trang v gio dc gii tnh hng u Vit Nam dnh cho cc bn gi tr. C chin dch ny v chin dch c gi Origami vi i s Linh Nga u c v im hi lng ting bi a phn c thc hin online v cc event nh. Hnh trnh 1 triu ch k cng khng nh L con gi, tht tuyt! thu ht bi cc event rm r v s xut hin ca hng lot ngi sao ln nh: Tng Thanh H, ng Nhi, Mai Phng Thy, Lu Hng Giang...

7. Tng phm: Kotex: tng BVS vi ti thit k c o Diana: thu hn 2 chic mui trn cng cc PG xinh p ln quanh thnh ph (HCM), qu tng BVS cng nhiu hn v tn sut tng dy c hn.

Kotex c cuc thi thit k v tng o Bc nhy x teen th Diana cng c thit k o L con gi tht tuyt. Kotex tng vng tay, ti xch, ng h th b Diana cng tng balo, m nn xo. Ni chung, khon ny, 2 b ha 1-1.

Kotex:

Diana:

 Kt lun: giai on 2006 2008, Kotex ginh u th vt tri. Nm 2008 - 2009, Diana thch thc Kotex v pht trin di hi chin dch n tn nm 2010. n thi im nm 2012, c v nh Diana ang c phn tri hn trong th Kotex tung ra chin dch mi v c tnh ph sng mnh m khng km chin dch 2006 2009 vi thng ip Ni bt mt c tnh thng nht vi cc chin dch trc v nng tm thng hiu cho Kotex.

III. nh gi cc chin lc:

Da vo vic phn tch 2 chin lc cnh tranh v gi v thng hiu ca Kotex i vi Diana ta c th thy khng ch a ra cc chin lc v h thng kim tra v nh gi cc chin lc ca Kotex cng din ra lin tc v cht ch cc k hoch tip theo hp l v thng nht vi cc k hoch trc. V d chin lc t gi cao hn gi i th c Kotex a ra sau khi thy rng thng hiu ca mnh c khng nh v d c tng gi th cng lm khch hng t b sn phm m ngc li cng khng nh v th hng ngoi ca mnh. Cng tng t nh th i vi cc chin lc v thng hiu, Kotex cng rt nhanh nhy khi Diana vn i theo chin dch di hi ca mnh sut t 2008 n nay th Kotex thay i thng ip cng nh nhiu hnh thc truyn thng nhng vn m bo tnh thng nht trong chin lc cnh tranh ca mnh.