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dng M hnh 7P Marketing phn tch chin lc Beeline Ch nht, 01 Thng 11 2009 20:42

M hnh "7P Marketing" do chuyn gia thng hiu khi xng t nm 2001 n nay tng bc c gii marketing n nhn nh l mt m hnh tin tin mang tnh k tha da trn nguyn tc 4p ca marketing mix truyn thng, m rng theo chiu dc to ra kin trc hnh thp (the 3 level hierarchy), nc 2 l P5&P6 (people & process) v nc th 3 l P7 (Philosophy). Beeline & CHIN LC TIP TH TON DIN Vi xu hng pht trin cng nh hng n tin trnh hi nhp ngy cng su rng hn, th vic xut hin nhiu thng hiu sn phm/dch v ca nhiu doanh nghip trong nc v quc t lm cho bu kh chung ca mt th trng mi ni nh Vit Nam tr nn a dng, phong ph v si ng hn, t ngi tiu dng c c nhiu s la chn ph hp ty theo s thch cng nh kh nng ti chnh ca mnh Trong bi cnh cnh tranh ngy cng gay gt nh hin nay gia cc thng hiu sn phm v dch v trong tt c cc lnh vc v ngnh hng nh: hng tiu d ng nhanh, hng tiu dng cng ngh, c th d dng nhn thy mt nghch l l trong khi vt gi ca cc mt hng khc ngy cng leo thang th lnh vc vin thng ang c chiu hng ngc li. Cc nh cung cp dch v mng di ng lin tc a ra cc chng trnh tip th, khuyn mi kh hp dn, gim gi nhm thu ht cng nh m rng th phn cho mnh. Nhn chung nhng tn tui ln trong lnh vc mng vin thng di ng c c v th trn thng trng cng nh v tr nht nh trong tm tr ngi tiu dng trong nhiu nm qua. Vy th vn t ra l hng i no, m hnh tip th no cho ngi n sau? Hn na trong thi im

m tc ng v nh hng ca s khng hong kinh t th gii l rt ln, y l mt thch thc cho ngi mi gia nhp! S xut hin ca Beeline l mt thng hiu mng vin thng di ng ln hot ng mnh ti cc Quc Gia v vng lnh th ng u v Trung gy st i vi th trng v cng ng trong nhng thng va qua. Ch sau hn 1 thng gia nhp th trng, Beeline kp khuy ng th trng vin thng v gy ch trong gii marketing, nhanh chng c c s nhn bit cao (78% nhn bit thng hiu CBI) cng nh nhng phn hi tch cc t th trng, vi kt qu TVC c yu thch nht ca tp ch Marketing, Thnh t, kt qu nghin cu th trng ca CBI & FTA. iu chng t Beeline c c mt nn tng chin lc kh vng chc, hay ni ng hn l mt m hnh marketing phc hp da trn nhng nguyn l marketing hin i trong vic hoch nh v tm ra mt i sch cnh tranh hiu qu v ph hp theo phong cch ca mnh.

Ngy nay khng th ph nhn vai tr, tm nh hng v s ng dng ca marketing trong cc lnh vc khc nhau. C th d dng nhn thy qua nhng thp k gn y, hu ht cc doanh nghip thnh cng v pht trin bn vng l nhng doanh nghip nh hng marketing (marketing oriented company). Marketing hin i thng qua m hnh 7P vi xu hng nng cao v th ca marketing trong qun tr doanh nghip v qun tr t chc, c th hin th no trong trng hp tung sn phm Beeline. Sn phm & Gi c (Product & Price) y l nhm chin lc mang tnh nn tng trong qun tr marketing m Beeline nh hnh chin lc Sn phm, t tng cho n khi hnh thnh mt sn

phm hon chnh n tay ngi tiu dng, cng vi chnh sch Gi c hp l v c tung ra vo ng thi im. Th trng vin thng di ng Vit Nam c tim nng ln vi dn s hn 80 triu ngi, t l dn s tr cao, v l mt trong nhng lnh vc pht trin nht trong nn kinh t hi nhp. Khai thc l hng ca th trng khi ngi tiu dng vn cha c t ng v tr ca thng v tm l trung thnh cha cao, Beeline tung ra sn phm hp dn l gi cc Big Zero vi gi tr v ch! v tha h ni qun ngy thng!. y l thng ip thuyt phc v li ch ca sn phm v n p ng c s mong i ca ngi tiu dng mt cch r rng, c th khng lp lng v c hnh tng ha bng mt s Khng khng l (Big Zero). i vi chnh sch Gi c, tt c cc cuc gi ni mng ca Beeline s ch tnh cc pht u tin vi gi l 1.199 ng, mang tnh gi nh rt cao, v 0199 cng l u s ca mng Beeline. Cc tin nhn ca mng ny s l 250 ng/tin nhn ni mng v 350ng/tin nhn ngoi mng v y chc chn l gi cc r nht trong khi GSM hin nay, thm ch, mc cc gi ngoi mng ca Beeline s thp hn 20-30% so vi cc mng GSM khc. Nh vy c th nhn thy r li th cnh tranh ca Beeline l: (i) Nh cung cp dch v mng quc t (ii) Kinh nghim quc t trong Top 10 thng hiu vin thng ton cu, (iii) Chin lc Sn phm, Gi c ph hp v hiu qu. Phn phi & Qung b (Place & Promotion) i vi chin lc Phn phi, lm th no bao ph th trng v a sn phm n tay ngi tiu dng mt cch nhanh chng, cng nh trng by hnh nh v thng ip sn phm,vt phm qung co, trang tr quy knhm thu ht s ch v to thun tin cho khch hng la chn. Trn phng din ny Beeline trin khai thc hin thnh cng, gp phn y mnh nhn bit gi cc v thng hiu. Mng li phn phi ca Beeline c ti hn 3.000 im bn l sim v th co, bao gm c cc knh phn phi truyn thng v cc knh phn phi mi ti th trng Vit Nam l cc quy bn hng di ng c thit k c bit theo chun Beeline quc t. Cc ca hng chnh thc ca Beeline s c khai trng vo nm sau ti cc thnh ph ln. iu th v y l cc im bn hng lu ng Beeline vi thit k bt mt c t trn cc ng ph ln, rt d dng tip cn i tng mc tiu v y cng l nt mi l, sng to trong hot ng marketing Vit Nam.

Qung b hay truyn thng nhm mc ch i thoi ra bn ngoi cho ngi tiu dng, th trng v cng ng nhn bit v cm nhn c thng ip ch o ca thng hiu mt cch tt nht, nhng y cng l hot ng tn nhiu chi ph nht! Thng hiu mng di ng Beeline th hin tnh tch hp v ng b cao vi chin dch truyn thng to ra hiu ng tng tc tt nht gia thng hiu v nhm khch hng mc tiu bng cch ti u ha cc im tip xc thng hiu (Brand touch points) thng qua cc knh truyn thng nh: Qung co TV, Qung co Bo, Quan h cng chng, Kch hot thng hiu, S kin tip thChng trnh xy dng ph thng hiu (Brand visibility) bng cch trang tr vt phm qung co ti cc knh bn hng, cc bin qung co ngoi tri nh signboard, billboard cng din ra mt cch nht qun. Con ngi & H thng (People & Process) y l nhm chin lc th hin tinh thn c bn ca qun tr hin i l yu t Con ngi v yu t H thng, c th v y nh l phn chm ca mt tng bng. Con ngi hay Nhn s l yu t quan trng hng u trong vic hoch nh, thc thi v qun l cc chin lc ca doanh nghip hng n xy dng v duy tr mi quan h vi khch hng v cc bn hu quan. Qui trnh h thng hay tnh chuyn nghip nhm chun ha b my hot ng cng nh nng cao nng lc cnh tranh ca doanh nghip. Nh vy qua cc hot ng marketing trong thi gian qua, ni cch khc nhng g thy c t phn ni ca tng bng t nhiu chng ta c th hnh dung c s chuyn nghip ca Beeline VN.

Yu t Trit l (Philosophy) cp chin lc ny l cp ca t tng, trit l, vn ha trong mt t chc, bao gm cc yu t v s mnh v tm nhn ca doanh nghip. Tip th u tin l mt trit l, mt thnh phn quan trng trong vn ha doanh nghip m mi thnh vin phi hiu v thc hin, n nh hng trong vic tm hiu nhu cu v lm tha mn nhu cu khch hng. Beeline th hin iu ny vi tng qung co n tng thng qua hnh nh ca cc ch g con ng nghnh, km theo mt thng ip mang tnh trit l th v live on the bright side, phn nh s thn thin, vui nhn, tr trung, hin i v phng chm sng tch cc, rt gn gi vi gii tr. V l ln u tin trong lch s phim qung co ca Vit Nam s dng ha my tnh k thut cao ging nh cng ngh s dng trong th loi phim hnh nh ng, Beeline to ra cc nhn vt gn nh rt tht v sng ng, cng vi thng ip chuyn ti r rng mt cch sng to nn chim lnh v tr s 1 trong bng xp hng 10 TVC c ngi tiu dng yu thch nht! C th thy rng Beeline v ang xy dng, ng dng v trin khai m hnh chin lc marketing 7P mt cch ton din v h thng, bc u to nn mt du n i vi khch hng mc tiu cng nh s n nhn tch cc t pha th trng v cng ng. Mong rng Beeline s tip tc m rng ph sng ngy cng rng hn, bn cnh cng nn lin tc nng cao cht lng dch v v lun mang n nhng hot ng tip th mi l, c o, to sc hp dn gia thng hiu Beeline v khch hng trong thi gian sp ti v cng l ngun gc ca s pht trin bn vng v thnh vng. . Nhng ch g Beeline S ra i ca mng di ng Beeline c xem l kh thnh cng, cc hot ng tip th qung co c nhiu tp ch v cng ty nghin cu th trng trong nc bnh chn (Thnh t, Marketing, CBI). Bi vit ny v th mun i su vo gc nhn ca chuyn gia marketing v thng hiu Nguyn Trung Thng, Vin Marketing v Qun Tr Vit Nam.

Trong thi gian qua, Beeline ni ln vi nhiu hot ng tip th v qung co si ng. Di gc ca mt chuyn gia v marketing v thng hiu, ng nh gi th no v cc hot ng tip th ca Beeline?

S xut hin honh trng ca Beeline trn th trng mng in thoi di ng trong bi cnh kh im lng ca th trng mng vin thng trong mt nm qua, khuy ng khng ch cc mng in thoi di ng m c ngnh Marketing Vit Nam. Trong thi gian gn y cng vi s trm lng ca S-fone v s rt lui ca HT Mobile, th trng di ng gn nh yn phn vi s thng tr ca 3 i gia Mobifone, Vinaphone v Viettel. Cc i gia ny c v nh cng hi lng vi v th hin ti cng nhau chia s th phn nn hot ng marketing trng c v cng yn phn theo, c bit l trong tnh hinh suy thoi kinh t. Th trng Vit Nam mc d rt quen thuc vi cc chin dch marketing honh trng ca cc mng in thai trc y vn ngc nhin v thch th vi s ra i ca Beeline. Dc gc marketing, Beeline to ra nt mi v khc bit vi cc i gia v thu ht s ch ca ngi tiu dng. Ch s nhn bit thng hiu Beeline t gn 80% ch sau mt thng tung sn phm ra th trng phn nh r iu ny, s thu bao kch hot t 800.000l nhng ch s phn nh thnh cng ca chin dch marketing tung sn phm. Theo ng, iu g trong hot ng marketing ca Beeline em n s thnh cng ban u ny? Trc ht l tnh khc bit trong hot ng truyn thng, hai ch g con vng/en ng nghnh tr trung v vui nhn xut hin nht qun xuyn sut trong cc hot ng truyn thng nh biu tng ca mng gy nn mt s thch th ln cho gii tr, mt phn khc tiu dng tng trng cao v ht sc quan trng i vi cc mng in thoi di ng. Cc mng di ng truyn thng thng khai thc cc li ch chc nng mng trong truyn thng qung co thng hi kh cng v hi cng ngh. Cng c nhiu chng trnh qung b nhn vo cm xc nhng thng tip cn trc tip nh vo tm l s dng, chng hn nh kt ni yu thng, th hin ci ti hoc ng cp ca ngi tiu dng. Trong bi cnh , 2 ch g ca Beeline xut hin kh tr trung v vui v l mt nt khc bit trong hnh nh v thng ip, c bit thch hp vi ngi s dng in thoi Vit Nam vn ngy cng tr hn. Tht ra vic biu tng ha hnh nh cc con vt yu thch khng mi trong ngnh qung co th gii tuy nhin c s dng thnh cng Vit Nam trong thi gian gn y, c th l n b sa ca Vinamilk mi y. Cn nhc li rng nhiu nghin cu trong ngnh qung co c kt rng 3 trng phi qung co hp dn nht l hnh nh tr em, con vt yu thch v lin quan n sex!

Hiu qu marketing ban u ca Beeline cn phi ni n yu t thi gian, s ra i ca Beeline trong bi cnh khng hong xem ra c th l mt li th! Gi cc Big Zero, nh ng vo tm l tit kim ca ngi tiu dng trong thi khng hong. Khng ch c tc dng chiu th mi gi ngi s dng mi m cn c tc dng xc tc xy dng cng ng Beeline, v thng ip 0 ng cho mng ni b t pht th 2 d khuyn khch nhng nhm/cp thng xuyn trao i s cng s dng mng Beeline nhm tit kim chi ph. S ra i trong thi im khng hong cn gip hiu qu truyn thng ca Beeline tt hn, v cc doanh nghip vi ch trng ct gim ngn sch nn khng c nhiu hot ng qung co xut hin trong thi im ny. Cng mt ngn sch nhng tc ng truyn thng ca Beeline s cao hn v khng b nhiu nhiu bi cc hot ng truyn thng khc.

 Beeline - "th lc mi trn th trng vin thng S khng qu nu ni s pht trin ca Beeline mang tnh thn k bi n vt qua nhiu k lc v gii hn chm tay vo mc hn 1 triu thu bao ch sau 2 thng ra mt.

Thng hiu t bn g con ng Alexey Blyumin, Tng gim c Beeline tng ni trong bui ra mt ti Vit Nam hi thng 7.2009: Chng ti ra mt Beeline ti Vit Nam vi mc tiu khng tr thnh mng di ng xp th 7. Beeline Vit Nam s n lc ht sc mnh mang li nhng dch v v cht lng tt nht cho khch hng.
Khc vi Vit Nam, nc ngoi, c bit l Nga, Beeline l mt thng hiu mnh. Hin nay Beeline c nh gi l thng hiu t gi nht ca Nga vi tng gi tr khong 7,928 t EUR, tng ng 11,8 t USD. Trong lnh vc vin thng, Beeline l mt trong 10 thng hiu vin thng c gi tr nht trn th gii.

Beeline hin c mt ti hu ht cc nc ng u, Trung , Campuchia, Lo, Vit Nam v tin ti s m rng ra ton ng Nam . Ngy 9.11 va qua, Beeline c T chc xp hng thng hiu chu u (Eurobrand 2009) cng b l mt trong 50 thng hiu t gi nht chu u da trn nh gi v hn 3.000 thng hiu n t 24 nc, vng lnh th v 16 ngnh cng nghip.

Chnh tim lc ti chnh to ln y cho php Beeline mnh tay u t ti Vit Nam. n cui thng 11 va qua, Beeline m rng ph sng v tip cn khch hng ti 19 tnh thnh trn khp c nc.

Beeline m rng ph sng n 19 tnh thnh rng khp c nc bao gm 5 thnh ph chnh l Beeline s tip tc m rng ph sng v cc im bn H Ni, Nng, sim c o kiu Beeline ti gn 40 tnh thnh vo TP.HCM, Hi Phng, cui nm nay. Cn Th v 14 tnh Qung Ninh, ng Nai, Trc , Beeline vt qua nhng chun mc quc Bnh Dng, B Ra t trong vic thit lp c s h tng mng: thit lp cuc Vng Tu, Bc Ninh, gi u tin sau 3 thng trin khai (thi gian trung bnh Ph Th, Vnh Phc, trn th gii l 5 thng), m rng ph sng ti 3 thnh Hng Yn, Khnh Ha, ph chnh trong c nc ch sau 8 thng trin khai mng Tin Giang, ng Thp, trong khi thi gian trung bnh trn th gii l 16 thng. Kin Giang, Ty Ninh v Vnh Long. Bn ph Khng ging ai sng ca Beeline khng Beeline rt sng to khi chn knh phn phi sim l ngng c cp nht v tin ti ph sng ton nhng quy hng bn l trn khp cc con ph, no ng thnh ph ln VN. Chng trnh xy dng quc vo nm 2010. ph thng hiu bng cch trang tr vt phm qung co ti cc knh bn hng, cc bin qung co ngoi tri nh signboard, billboard cng din ra mt cch nht qun v thn thin vi ngi s dng. Tnh n thi im ny, Beeline khng nh c mnh bng nhng con s n tng: c hn 10.000 im bn sim, nhn bit thng hiu 80%, TVC c yu thch nht trong nhiu thng lin. Bn cnh , Beeline c cch ring khai thc hiu qu ti a kho ti nguyn s vi dch v i s mi khng cn thay sim. Beeline to iu kin khch hng d

dng thay i s mi khng cn phi ng k th tc rm r, ch cn 1 c php nhn tin, sim Beeline s t kch hot v chuyn sang mt s mi m khng cn phi thay i sim (cc thng tin c nhn u c lu trc - PV). . Beeline top 100 thng hiu mnh nht th gii

Theo cng ty t vn quc t Interbrand Zintzmeyer Lux AG, Beeline l thng hiu c gi tr nht ti Nga t nm 2005 v vn gi c v tr ny n thi im hin ti. Thng hiu Beeline

"Vimpel - Communications" l mt tp on cung cp dch v vin thng hng u ti Nga v Cng ng Cc Quc Gia c Lp (SNG). Thng hiu Beeline thuc s hu ca Vimpel - c nh gi l mt trong 10 thng hiu cung cp dch v vin thng c gi tr nht th gii.

Trn bng xp hng cc thng hiu c gi tr nht ton cu - Brand Z Top 100, Beeline ng v tr th 72. ring th trng Nga, Beeline l thng hiu hng u v dch v vin thng. Bng xp hng Brand Z top 100 Most Value Global Brands c xut bn bi tp ch Financial Times, da trn nghin cu ca cng ty Millward Brown Optimor.

Ln xut bn bng xp hng ny l ln xut bn th 4 v cng l ln u tin Beeline c xem xt. Bng xp hng ny da trn cc tiu chun v kin ca ngi tiu dng, cc tiu chun v th trng v tnh hnh ti chnh ca cc cng ty.

Theo li Joanna Seddon, gim c iu hnh ca cng ty Millward Brown Optimor, trong mt nm m cc thng hiu nh mt kh nhiu gi tr ca mnh th s th hin ca Beeline li l xut sc.

B Seddon cng cho bit: S gia tng gi tr thng hiu ca Beeline c th quy cho nhng thnh cng trong vic pht trin nhng gi tr v hnh, ti sn thng hiu v c nhng hnh nh thng hiu. Hn khi no ht, Beeline ang gp mt phn rt quan trng trong vic bo m s pht trin n nh ca Vimpel, lm tng mc trung thnh ca khch hng v thu ht nhng khch hng hin ti ln nhng khch hng tim nng.

Theo cng ty t vn quc t Interbrand Zintzmeyer Lux AG, Beeline l thng hiu c gi tr nht ti Nga t nm 2005 v vn gi c v tr ny n thi im hin ti. Gi tr ca thng hiu ny l 5 t USD vo nm 2005, tng ln thnh 7.43 t USD vo nm 2008.

Theo nghin cu, 100% ngi tiu dng ti Nga u quen thuc vi thng hiu Beeline. Beeline cng m rng ra cc nc nh Kazakhstan, Ukraine, Armenia, Uzbekistan,Tajikistan, v Georgia, v vn gi c t l pht trin cao.

Ti Vit Nam, mt thng hiu mi

Beeline chnh thc cung cp dch v mng di ng ti Vit Nam vo ngy 7/7/2009 v vi khu hiu Live on the bright side, c v nh Beeline mong mun em li mt tng lai ti sng cho mi khch hng.

Gii thiu thnh cng mt sn phm/dch v mi khng h n gin, cc nh tip th cn khai thc cc cng c marketing thch hp trong tng thi im, vi tng i tng khch hng, v phi gi c bn sc thng hiu. Hy xem cc chiu thc m Beeline ang trin khai trong giai on khi u ti th trng Tp. H Ch Minh: Gy t m trong cng ng mng bng vic r r mt mu qung co v mt dch v mng di ng mi. Mu qung co vui nhn, d tip cn khch hng. Tn sut xut hin khng cao Dng cc chng trnh kch hot thng hiu thng qua h thng bn l Tn sut xut hin cc im bn l cao v nhng v tr kh tt, yu t nhn din thng hiu c thc hin bi bn. - Gi cc Big Zero kh ht cc bn tr l sinh vin, hc sinh, nhng ngi c thu nhp trung bnh. Trc khi mu qung co Beeline c pht sng trn truyn hnh th c mt s trang web c TVC ny v th l dn c trn mng kho nhau v mt mng di ng mi. C ngi khen, k ch, c ngi bn tn v xut x, ngi khc nhn xt hnh thc, ni dung ca TVC,v.v

y c th l v tnh mu qung co b r r hoc cng c th l mt chiu thc viral marketing. Vic r r thng tin ny phn no gip ch cho chin lc gii thiu sn phm/dch v ca Beeline, i tng l gii tr, nhng ngi quen thuc vi vic lt web.

V mu qung co trn cc phng tin truyn thng, yu t cm xc l s thn thin v s vui v. gii thiu mt sn phm/dch v mi th s thn thin l cn thit, qung co nn c cht sng to, cht vui v, ci m v thn thin cng nh khi chng ta mun lm quen vi mt ngi bn mi.

Cc nhn vt trong TVC ny l nhng ch g con, chi nhc nh nhng DJ chuyn nghip v cc vui trong nhng bc nhy hiphop. Beeline chn i tng truyn thng trong giai on u ny l gii tr, gii tr l i tng d th ci mi v cng l nhm khch hng a thch gi cc Big Zero. Bn c th xem li TVC ca Beeline ti y

Nu bn tham kho thm nhng TVC ca Beeline nc ngoi trn knh Youtube, yu t vui v, lc quan, gn gi cng l nhng yu t c thy nhiu nht trong nhng qung co ny. C th, y chnh l nh v ca Beeline.

Thng hiu ny khng dng cch qung co bom tn nh tr Dr. Thanh, ngc li tn sut xut hin trn truyn hnh kh t. Vi tn sut nh vy, TVC ch c tc dng gii thiu v c t tc ng gy nh, v trung bnh mt ngi phi nhn thy mt mu qung co 7 ln th mi c th nh nhng thng tin trong qung co .

Kch hot thng hiu

Nhng nu ch qung co nh vy th Beeline s khng c kt qu tt nh hin nay, h s dng cc chng trnh kch hot thng hiu thng qua h thng cc im bn l l cc ca hng bn in thoi v sim in thoi di ng.

Rt nhiu ca hng in thoi di ng trn ng Hng Vng treo bng hiu ca Beeline, bc nhy l 1 hoc 2 ca hng, iu ny cng c lp li trn mt s ca hng trn nhng ng khc nh Nguyn Phc Nguyn, 3 thng 2, v.v

H Thng im bn l c bng hiu ca Beeline trn ng Hng Vng

Thm vo l nhng t di ng Beeline xut hin gn cng mt s trng i hc nh Trng i hc Hng khng, i hc S phm, i hc Kinh t, v.v

Tt c bng hiu v t di ng, ng phc nhn vin c thit k kh bt mt yu t nhn din ca Beeline, 2 mu vng v en.

Khng qun th hin trch nhim x hi

Bng cch ny, thng hiu cng chng t mnh c quan tm v gp phn vo nhng pht trin ca cng ng v iu ny cng lm cho Beeline tr nn gn gi hn vi ngi tiu dng. ng thi tn sut xut hin trc con mt ngi tiu dng cng nhiu hn.

Gi cc ph hp cho gii tr

Gi cc Big Zero s c tc dng nht i vi sinh vin, hc sinh, i tng c nhu cu tn gu thng xuyn, nhng lu nay khng c tha mn v ti tin c hn. Gi cc cng khng hp dn tuyt i nhng vi vic khng tnh ph t pht th 2 vi nhng cuc gi ni mng th khi hi thm mt vi bn tr, ngi vit thu c kh nhiu phn hi tch cc. Mt s bn mua 2 sim Beeline, mt cho mnh v mt cho na kia.

Beeline xut hin, cnh tranh trong ngnh cung cp dch v mng in thoi di ng s gay gt hn v ngi tiu dng s c hng nhiu quyn li hn. Cha ca Beeline l ai?

GTEL Mobile, mng in thoi di ng lin doanh quc t u tin gia tp on Vimpelcom (Nga) v GTel (Vit Nam) va chnh thc ra mt ti Vit Nam vi thng hiu Beeline gy nn mt cn st mi. Th nhng t ngi bit rng, cha ca mng di ng ny l Tin s khoa hc Dmitri Zimin, ngi cch y 20 nm tng b cho l hm. Gn 20 nm trc, khi cha ai ngh ti in thoi di ng, cn cc trm truyn thng trn th gii cha tin vo ngi tiu dng Nga, ng Zimin bt tay xy dng mng di ng u tin. VimpelCom - mng di ng u tin ti Nga T mt tp th khoa hc th nghim nh, nm 1992, VimpelCom chnh thc thnh lp v nhanh chng pht trin ln mnh. y l cng ty u tin ti Nga cho sn trn sn giao dch chng khon New York, sn giao dch ln nht th gii. Hin nay, doanh thu ca VimpelCom t gn 30 t la v ti sn c nhn ca ng Zimin c chng 450 triu la. Khi VimpelCom c thnh lp, Zimin 59 tui. C l trong s cc triu ph Nga khng ai bt u s nghip kinh doanh mun nh th. Lc , ng l Tin s khoa hc, ph Gim c Vin khoa hc V tuyn in vi kinh nghim 35 nm trong ngnh v l mt trong nhng chuyn gia hng u v ngten v tuyn in vo giai on mi ca t bn Nga. Nm 1991, ng bt u son tho d n h thng in thoi di ng t vic t chc mt nhm chuyn gia k thut trong Vin Khoa hc V tuyn in. Nhm ca Zimin thnh cng trong nhng th nghim k thut. Sut mt nm ng m p tng thnh lp mng in thoi di ng Matxcva, nhng kh khn ln nht l vn. Khng mt ng ch ngn hng no mun dnh ti ng gi hm ny. Nm 1992, y ban Khoa hc v K thut Matxcva cho vay tin thnh lp mng th nghim. S tin 240 triu rp cho vay xy mt trm trn nc ca ta nh B Ngoi Giao Nga v mt tng i 200 s. Ngy 12/7/1992, ting chung u tin vang ln trn mng th nghim ny. Kt qu lm ban lnh o b Thng tin Nga sng st v Giy php cho mng AMPS c cp ngay. Tip theo, VimpelCom c thnh lp. Mt nm sau,

xut hin thng hiu Beeline tuyn ng ca ch ong, c ngha l ng thng, ng ngn nht ti mc tiu.

Beeline - tuyn ng ca ch ong Nhng ngi s dng u tin l nhn vin cc i s qun v c quan i din nc ngoi. Chng bao lu ngi tiu dng trong nc chim u th. Lc xut hin nh u t nc ngoi u tin, nh kinh doanh M Ogi Fabela.

Cng ty ca Ogi sn xut thit b cho mng di ng AMPS. VimpelCom xy dng cc trm in thoi di ng u tin MatxcvaNhng u t vn khng . Cui cng Ericsson cung cp cho VimpelCom nhng trang thit b tr gi hn 5 triu la. l mt s t ph. Bt u hin i ho mng vo chun DAMPS. Bt u mt s chim lnh th trng t.Kt qu, nm 1994 VimpelCom c ti 1,5 ngn ngi s dng. Mt nm sau , s ngi s dng tng ln 10 ln. Trung bnh mi khch hng phi tr ti 380 la/thng, mi pht lin lc l 2 la. Gi mt chic in thoi di ng thi khng h r (khong 5.000 la), gn bng gi mt chic xe hi. Cc nh phn tch ni rng, ch c cc ng ch ngn hng v k cp mi c kh nng xi in thoi di ng. Tin phong trn th trng chng khon Mt trong nhng bc ngot trong lch s VimpelCom v chnh ng ch ca n l vic ln sn giao dch New York nm 1996. y l ln u tin trong lich s hin i Nga, sau gn 100 nm vng mt, mt cng ty Nga thu ht mt lng tin ln trn th trng nc ngoi bng pht hnh c phiu. Ti nm 1996, kinh doanh di ng ca VimpelCom t doanh thu k lc. Trc khi vo Vit Nam, VimpelCom vi thng hiu Beeline c mt ti mt s quc gia ng u v Trung ,

hot ng ti cc a bn vi tng s dn ln ti 340 triu ngi, s hu 62,7 triu thu bao di ng thc (theo ngun Johnsons & Partner). Beeline cng c nh gi l mt trong 100 thng hiu t gi nht ton cu, gi tr c tnh ln ti 8,9 t USD. VimpelCom u t 1 t USD xy dng mng GTel Mobile Vit Nam. y s l lin doanh nc ngoi u tin ca cng ty ngoi cng ng cc quc gia c lp (Lin X c).

Th nhng, Zimin mun chng minh cho cc nh u t nc ngoi v tim nng ca cng ty. Vic ln sn ca mt cng ty non tr thnh cng m mn vi hn 60 triu la vn u t pht trin mng. Ti sn New York, ngi ta nhy iu Kalinka. ng Zimin bng chc tr thnh triu ph. ng Zimin mt vi nm VimpelCom xin c giy php GSM-900. ng phi ngi ch hng gi trong phng i ca cc B, u t cho cc nghin cu, pht biu ti cc hi ngh, yu cu cc chnh tr gia, cc nh sn xut v thm ch c cng ty cnh tranh gip . Hng chc ln ngi ta thng thng tr li: Khng c! Ch bc qua xc ti!. Bng quyt tm v ch st , VimpelCom vt qua c cc i th cnh tranh cng nh nhng sng gi vo nm 1999 v 2001. Cha ca VimpelCom gi ch l Ch tch danh d ca cng ty.

.. Thng hiu Beeline c thnh lp t nm 1993, n nay, sau 16 nm hot ng, Beeline c nh gi l mt trong nhng thng hiu mnh nht trn th gii. Nm 2005, Beeline tin hnh mt cuc ci cch thng hiu v mt chin dch ra mt mi gn vi phng chm ti sng, thn thin, hiu qu, n gin v tch cc. Cuc ci cch ny mang li nhng thnh cng ln cho Beeline. T , hnh nh Beeline vi hnh trn 2 sc vng, en xen k tr nn quen thuc vi ngi dn trn ton th gii.

Thng 4/2009, Beeline c nh gi l mt trong 100 thng hiu t gi nht ton cu. Nm v tr th 72, thng hiu Beeline c tnh c tr gi ln ti 8,9 t USD. ng thi, thng hiu Beeline cng c gn vi mt trong 10 thng hiu vin thng ln nht trn th gii. Hin ti, Beeline ph sng trn mt a bn rng ln bao gm ton b nc Nga, cc nc khu vc SNG, Campuchia v Vit Nam vi 62,7 triu thu bao (ngun Johnsons & Partner) v 440 triu ngi. Vi nhng phng chm chim trn c tri tim ca hng triu ngi trn th gii nh thn thin, hiu qu, n gin, tch cc, Beeline VN tin tng s tr thnh ngi bn ng hnh ng tin cy ca khch hng. Vi khu hiu live on the bright side, chng ti mong mun em li mt xu hng mi v cuc sng ti p hn cho tt c mi ngi. Chng ti cng mong mun mang li cho khch hng nhng am m mi, gip h kt ni vi nhau v vi ton th gii. Cng ging nh thng hiu Beeline cc quc gia khc, Beeline VN tip tc duy tr nhng gi tr ct li nh sau: - Thn thin v nhit tnh: mc tiu ca chng ti l p ng mi yu cu ca khch hng v phc v khch hng vi n lc cao nht. - n gin: Sn phm ca chng ti n gin, d hiu, d s dng. - am m v hp dn: Chng ti lun tin v pha trc. Chng ti hp dn v c th p ng mi s thch ca khch hng. Chin lc ca Beeline 10/09/2010 10:06 PM u l hng i cho k n sau beeline trong bi cnh cnh tranh gay gt gia cc thng hiu mng vin thng nh hin nay?. Trong bi cnh cnh tranh gay gt gia cc thng hiu sn phm v dch v trong cc lnh vc, ngnh hng nh hin nay th lnh vc vin thng cng khng phi l

mt trng hp ngoi l. Nhn chung cc tn tui ln lnh vc ny c c v th nht nh trn thng trng cng nh trong tm tr ngi tiu dng. Vn t ra l hng i no cho nhng ngi n sau nht l trong thi im m tc ng v nh hng ca khng hong kinh t th gii l rt ln. S xut hin ca Beeline thng hiu mng vin thng di ng ln hot ng ti cc quc gia v vng lnh th ng u v Trung to nn mt cn st i vi th trng v cng ng trong thi gian va qua.Bc vo th trng mng di ng Vit Nam, Beeline phi i mt vi 7 nh khai thc: Mobifone (35 triu thu bao - cui 2009), Viettel ( 45 triu thu bao - cui 2009), Vinafone (24 triu thu bao - cui 2009), Sfone (hin ang trm lng), EVN telecom, Vietnamobile(tn binh ca th trng vin thng Vit Nam) v cng ty CP ng Dng (cha i vo hot ng). C th thy s gia nhp vo Vit Nam ca Beeline phi chu s cnh tranh rt gay gt, c bit l vi 3 i gia di ng Vit Nam : Mobile, Viettel, Vinafone.Vit Nam vn c xem l mt th trng nhiu tim nng mc d mt s dng in thoi di ng ln n 55%. Hin ti di ng Vit Nam c hn 80 triu thu bao ng k, trong s c hn 50% l thu bao o v s cn li cng c mt t l khng nh l nhng ngi s dng 2 (hay nhiu) sim. C th thy trong ngnh mng vin thng di ng Vit Nam mt thch thc ln l tnh trung thnh ca ngi tiu dng vi thng hiu khng cao nhng y cng l mt c hi ln cho nhng ngi n sau nh Beeline c th tip cn v c mt ch ng ti Vit Nam.Da trn nn tng chin lc vng chc, Beeline s dng m hnh marketing phc hp da trn nhng nguyn l marketing hin i trong vic hoch nh v tm ra mt i sch cnh tranh hiu qu v ph hp theo phong cch ca mnh tung ra cc chin lc kinh doanh ph hp. Beeline hng n khch hng mc tiu l gii tr v th trng hng n l cc thnh ph ln, to ra tro lu mng mi trong gii tr Vit Nam. B qua cch tip cn khc hng theo kiu truyn thng tm li i ring khi ming bnh th phn ngy cng b thu hp, Beeline to nn mt bc t ph khi to ra s khc bit trong hot ng truyn thng, xm nhp th trng bt u bng hnh nh ca nhng ch g con vng/en (hay ch c beeline vng/en) ng nghnh, vui nhn xut hin nht qun xuyn sut

trong cc hot ng truyn thng, n cn lc sc vng en lin tc hin din trn mi no ng. i vi chin lc phn phi, lm th no bao ph th trng v a sn phm n tay ngi tiu dng mt cch nhanh chng nhm thu ht s ch v to thun tin cho khch hng la chn, Beeline trin khai thc hin thnh cng, gp phn y mnh nhn bit gi cc v thng hiu. Mng li phn phi ca Beeline c ti hn 3.000 im bn l sim v th co, bao gm c cc knh phn phi truyn thng v cc knh phn phi mi ti th trng Vit Nam l cc quy bn hng di ng c thit k c bit theo chun Beeline quc t. Trong thc t, quy hng lu ng ca Beeline tr thnh mt in hnh tip th mi trong th trng vin thng. iu ny cng l gii cho mc nhn bit thng hiu ca Beeline ln ti 80% trong chin dch marketing sn phm. S khc bit ca Beeline khng ch nm vic ch trng cch tip cn khch hng t nhng iu nh nht nht m cn nm chiu thc khuyn mi. Xm nhp th trng, thu ht khch hng bng cc khuyn mi ni mng sau khi nh qun l ngy cng tht cht cn ma khuyn mi, Beeline tung ra gi cc Big Zero to nn c shock cho th trng vin thng v ngay lp tc to nn tro lu gi ni mng vi gi cc ln u tin xut hin ti Vit Nam. y l chnh sch nh mng di ng khuyn khch thu bao ca mnh thc hin, bi l khi thc hin gi ni mng, mng di ng ny khng phi tr thm bt c chi ph no cho i tc th ba (nh cuc gi ngoi mng) m li tn dng c ht ti nguyn ca mng. Khng phi gnh chi ph ny khuyn mi ni b cng ln, khch hng hng li cng nhiu. y cng l l do gii thch cho vic mua sim thay th hng khuym mi. Trc quy nh ca B Thng tin truyn thng cho php mi ngi s dng ch c s dng ti a 3 sim cho mt mng di ng, cho php ngi dng thay i s in thoi cho nhau thng qua kho s ca mng ny, cng vi dch v i s mi khng cn thay sim. Nhng s in thoi c ca khch hng s c tr v kho s ca Beeline nh mt hnh thc tit kim ngun ti nguyn kho s ca Beeline nh mt hnh thc tit kim ngun ti nguyn kho s. Bn cnh cc dch v tin ch ngy cng c trin khai khng ngng vi gi cc hp dn cng nh xy dng cc chng trnh phc v khch hng ngy cng hp dn. Khng ngng nng

cao hnh nh v v th qua cc chng trnh c thc hin vi mc tiu x hi ho. Lc trch chin lc tip th ton din ca beeline Vit Nam C th thy ch sau hn 1 thng gia nhp th trng, Beeline kp khuy ng th trng vin thng v gy ch trong gii marketing, nhanh chng c c s nhn bit cao cng nh nhng phn hi tch cc t th trng. iu chng t Beeline c c mt nn tng chin lc kh vng chc trong vic hoch nh v tm ra mt i sch cnh tranh hiu qu v ph hp theo phong cch ca mnh. . Beeline tung gi cc gi cc r Sau nhng u i khng gii hn v cc tin nhn v cuc gi vi gi cc Big Zero, t thng 3/2010, Beeline tip tc cho ra mt thm gi cc mi mang tn Big&Kool vi mc cc u i nht trn th trng hin nay.

Vi mc cc 900 ng/ pht, p dng cho mi cuc gi ni mng v ngoi mng, Big & Kool l mt trong nhng gi cc c gi r nht trn th trng hin nay.

c bit, cc thu bao s c thng 200 ng khi nhn mi cuc gi ngoi mng trn 1 pht. Trong sut thi gian s dng, khch hng u c nhn ngay 50% gi tr th np vo ti khon thng v c th s dng cho mi dch v ca Beeline, tr dch v gi quc t v nhn tin quc t, dch v nhc chung ch Koolring, chuyn vng quc t Roaming v dch v ca cc nh cung cp ni dung. ng thi, p ng nhu cu ca nhng khch hng quan tm ti gi tr ti khon thng khi kch hot, Beeline cng cho ra mt gi cc Bonus + vi gi tr ti khon ln nht hin nay, ln ti 200.000 ng, gp 4 ln gi tr SIM sau khi kch hot. Vi vic cho ra mt cng lc hai gi cc, chng ti mong mun mang li nhiu s la chn cho khch hng, ng Phm Hu Hon, Gim c Thng mi Beeline Vit Nam cho bit. Trong n lc tr thnh nh mng cng hng tt nht vi ngi tiu dng, tnh n thng 2/2010, Beeline m rng vng ph sng n 49 tnh thnh, bao gm 5 thnh ph chnh: H Ni, Nng, H Ch Minh, Hi Phng, Cn Th v 44 tnh: Bnh Dng, ng Nai, B Ra Vng Tu, Ty Ninh, Kin Giang, Khnh Ha, Qung Ninh, Bc Ninh, Hng Yn, Tin Giang, Vnh Long, ng Thp, Vnh Phc, Ph Th, H Tnh, Bnh Thun, Hu Giang, Long An, Hu, Bc Giang, Ninh Bnh, Quang Nam, Ph Yn, Qung Tr, An Giang, Qung Ngi, Bnh nh, Lm ng, Hi Dng, Thi Bnh, Bn Tre, H Nam, Gia Lai, Qung Bnh, Thi Nguyn, Dak Lak, Ninh Thun, Sc Trng, Nam nh, Bnh Phc, Thanh Ha, Tr Vinh, Ngh An v C Mau. Cng vi vic cp nht bn ph sng hng ngy, Beeline s khng ngng ci thin cht lng vng ph sng hin c c th mang li cht lng dch v tt nht cho khch hng.

Beeline tung chiu tip th u s "vng 099 2:48 PM Th ba, ngy 08 thng ba nm 2011- Chuyn mcCng ngh|Tin cng ngh| - Hm nay, 8/3, Beeline chnh thc cng b ra mt u s mi 099 vi nhiu di s p v hp dn dnh cho ngi tiu dng. Hng lot cc chnh sch nhm tip th mnh cho u s ny c nh mng trin khai. Trc mt, u s mi 099 ny s tip tc s dng gi cc Big Zero, gi cc tng c bit n l mt trong nhng gi cc r nht trn th trng hin nay. Ngoi ra, nhm mc ch cung cp cho khch hng thm nhiu c hi tr chuyn v chia s cm xc, t nay n 14/4/2011, Beeline p dng mt chng trnh khuyn mi hp dn dnh cho mi khch hng mi kch hot Sim Big Zero. Theo , khch hng ca Beeline s c gi ni mng hon ton min ph trong mt thng t ngy thu bao pht sinh cc gi c tnh cc u tin. ng thi, Beeline cng chnh thc cho ra mt dch v i s p. Vi dch v ny, khch hng ca Beeline c th tha h i sang s in thoi a thch nh s ngy sinh, ngy ci hay nhng s p mang li may mn, ti lc v thnh cng... Cch thc s dng dch v rt n gin khi khch hng ch cn np ph chuyn i vo ti khon chnh ca mnh v nhn tin vi c php KT_099xxxxxxx hoc KT_0199xxxxxxx gi 132 kim tra s p & ph chuyn i, c php DS_mt khu_s T c_s T mi gi 132 chuyn i sang s in thoi p chn. to mt khu, khch hng vui lng bm *117*mt khu*mt khu #. Sau mt thi gian kh im hi lng ting, vic cho ra mt u s 099 c Beeline k vng s l s tr li th trng ngon mc. Tuy nhin, k vng ny vn phi cn thi gian mi c th nh gi c kt qu. chnh thc tham gia th trng di ng Vit t thng 7/2009, mng di ng em t ny cng tr thnh t t ngay c v s lng thu bao c c. Hin Mai Theo vnmedia.vn

 . Beeline li gy sng gi cho th trng vin thng Mt mi tn trng hai ch: va u c u s va lm kh cho mng n sau v khng cn u s pht trin. ng sau cu chuyn x xin thm u s mi ca cc nh mng ln l ni m nh mang tn Beeline. Ti Vit Nam c mt nghch l ang din ra, l cc nh mng nh li chnh l ngi to ra nhng tro lu ln v dn dt th trng. in hnh l Beeline - em t trong lng di ng song lin tc to ra sng gi cho th trng vin thng vn gn vi 2 ch c quyn trc y. Trt t mi cho vin thng Vit Nam Theo d on ca nhiu chuyn gia vin thng, s vn ln cnh tranh khc lit ca cc mng nh vi cc ng ln l mt trong nhng c im ln ca th trng vin thng Vit Nam. Cc ng ln s tm nhiu chiu phn n da trn s lng thu bao p o c c trc . Thc t na cui nm 2009 chng minh, cc ng ln l gt chn Asin khi s thu bao c lm p ln rt nhiu. i km vi l ti nguyn s b t mt cch khng thng tic. Mt mi tn trng hai ch: va u c u s va lm kh cho mng n sau v khng cn u s pht trin. ng sau cu chuyn x xin thm u s mi ca cc nh mng ln l ni m nh mang tn Beeline.

Qu tht, Beeline lm thay i suy ngh cng nh t duy chin lc ca cc ng ln. Mng di ng th 7 ny ang tr thnh ni m nh ca cc ng ln. V l, vi s pht trin thn tc nhng bn vng ca Beeline trong thi gian qua, nu mng ny c thm u s 099 na th nhiu mng di ng s b e da nghim trng. Bi ngay trong ngy Quc t ph n 8/3 va qua, Beeline chnh thc ging thm mt n ch mng vo th trng vin thng vi gi cc mi c ra mt: Big&Kool. Theo i din Gtel Mobile - n v ch qun ca Beeline VN, Big & Kool l mt trong nhng gi cc c gi r nht trn th trng hin nay. Gi cc Big&Kool c mc cc 900 ng/pht p dng cho tt c cc cuc gi ni mng v ngoi mng. Vi khch hng ca Beeline, l mt c hch mi. Tht ngc nhin, Beeline li tip tc lp k lc v gi cc! Ti ang s dng gi cc Big Zero v thy rt hi lng, on Tt Tho, SV nm th 3 H KHXH& NV H Ni cho bit. Li gy shock trn th trng Khi ra mt, Beeline ngay lp tc to ra tro lu ni mng, vi gi cc khng th r hn khin cc mng ln b hi tai chy theo, lin tc thay i chnh sch.

Ngay khi cc mng ln chun b k cao gi v gim ht mc cho cc cuc gi ni mng th Beeline khin h b bt dy v mt chnh sch ngoi mng gy shock khng km Big Zero: Big&Kool. im c bit ca gi cc ny l cc thu bao s c thng 200 ng khi nhn mi cuc gi ngoi mng trn 1 pht. Trong sut thi gian s dng, khch hng u c nhn ngay thm 50% gi tr th np vo ti khon thng sau khi np tin m khng phi ch i cc t khuyn mi nh cc gi cc khc trn th trng hin nay. Gi cc c gi tr trc bng tr sau

900 VN/pht ni v ngoi mng. Tng 200 VN cho cc cuc gi ngoi mng vo y chnh l n mnh i vi cc nh mng ln. Lu Beeline. Tng thm nay, cc mng ny vi t tng ly s ng thu bao p 50% gi tr np tin vo ti khon thng t lut chi th hm nay, chnh Beeline mi l ngi ngay sau khi np tin dn dt th trng. m khng cn phi i Anh Th Kha, nhn vin Marketing mt hng di ng ln n t khuyn mi. nhn nh: Vi gi cc mi, Beeline khng ch tip tc Big n Kool hin nay l duy tr c tro lu ni mng m cn xa lun tm l e gi cc r nht trn ngi v gi cc ca cc thu bao cc mng di ng khc th trng vin thng Vit Nam. khi gi cho thu bao Beeline. Theo anh Kha, y l mt chin lc kh c o v chc chn rt hiu qu th trng Vit Nam. Cha ht, cng vi gi cc Big&Kool, Beeline cng cng b gi cc Bonus+ p ng nhu cu ca i tng khch hng quan tm ti gi tr ti khon thng ln. Khi khch hng kch hot gi cc Bonus+ s c gi tr ti khon ln nht hin nay, ln ti 200.000 ng. Gi cc Bunus+ p dng gi cho mi cuc gi trong nc l 1.290 ng/pht.
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Tn binh Beeline bt ph ngon mc 2% th phn sau gn 6 thng ra mt v khp li nm 2009 vi 30 tnh thnh c nc c ph sng, Beeline ang c nhng bt ph ngon mc.

Siu tc Mc d l tn binh trn th trng di ng ang i vo giai on bo ha, song Beeline ngay khi ra mt c bit n l mng di ng siu tc. Ch sau my thng ra mt, bn ph sng ca Beeline nhanh chng m rng theo cp s nhn: 3 8 19 v hin gi l 30 tnh thnh. Biu tng ca mng gy nn mt s thch th ln cho gii tr

Vi tc ny, Beeline s sm ph sng ton quc trong nhng thng u nm 2010. Trc , Beeline vt qua nhng chun mc quc t trong vic thit lp c s h tng mng: thit lp cuc gi u tin sau 3 thng trin khai (thi gian trung bnh trn th gii l 5 thng). Beeline cng ph k lc c khi nhanh chng t 1 triu thu bao sau 2 thng ra mt. Sng to ra quy bn sim di ng em n tn tay ngi tiu dng, hin c hn 10.000 im bn sim ca Beeline ta i khp cc gc ph, con ng. Thm

ch, chiu lng khch hng hn, Beeline to iu kin khch hng d dng thay i s mi m khng cn thay th sim. Nhu cu thay s mi do nhng s thch hay l do c bit khng cn b gii hn (cc nh mng khc ch c ti a 3 sim). Dch v Kool Number cho php thay i s in thoi cho nhau thng qua kho s ca Beeline. Nhng s khch hng khng dng na s c quay vng thnh s mi. Beeline la chn i ngc tro lu ca cc nh mng khc bng cch khai thc hiu qu ti a kho ti nguyn s. S khc bit nh gi v Beeline, chuyn gia marketing v thng hiu Nguyn Trung Thng, Vin Marketing v Qun Tr Vit Nam cho rng, Beeline to ra nt mi v khc bit vi cc i gia v thu ht s ch ca ngi tiu dng. Ch s nhn bit thng hiu Beeline t 80% l ch s phn nh thnh cng ca chin dch marketing tung sn phm. Beeline m rng ph sng n 30 tnh thnh rng khp c nc bao gm 5 thnh ph chnh l H Ni, Nng, TP.HCM, Hi Phng, Cn Th v 25 Dng, tnh: Bnh

ng Nai, B Ra Vng Tu, Ty Ninh, Kin

Tnh khc bit trong hot ng truyn thng, hai ch g con vng/en ng nghnh tr trung v vui nhn xut hin nht qun xuyn sut trong cc hot ng truyn thng nh biu tng ca mng gy nn mt s thch th ln cho gii tr, mt phn khc tiu dng tng trng cao v ht sc quan trng i vi cc mng in thoi di ng. Trong thi im Vinaphone, Mobifone v Viettel hnh thnh th chn vc trn th trng vin thng vi th phn rt ln, thch thc t ra vi nhng tn binh l phi tm c mt hng i mi m. Quan st ngnh mng vin thng di ng Vit Nam cho thy thch thc ln l tnh trung thnh ca ngi tiu dng vi thng hiu khng cao v s xut hin ca ngi s dng mi t phn khc tiu dng tr! Sau my thng ra mt, Beeline vn hot vi tuyt

Giang,

Khnh

Ha,

Qung Ninh, Bc Ninh, Hng Yn, Tin Giang, Vnh Long, ng Thp, Vnh Phc, Ph Th, H Tnh, Bnh Thun, Hu Giang, Long An, Hu, Bc Giang, Ninh Bnh, Quang Nam, Ph Yn, Qung Tr v An Giang. Bn ph sng ca Beeline khng ngng c cp nht v tin ti ph sng ton quc vo nm 2010.

chiu Big Zero. Cc chuyn gia vin thng cng phi ngc nhin khi gi cc Big Zero thc s gy shock cho th trng vin thng v ngay lp tc to ra tro lu gi ni mng. Vi nhng chin lc tip cn v m rng th trng hp l ca Beeline, ngi ta d dng l gii ti sao trong s hn 2 triu thu bao ca Beeline pht trin ti Vit Nam, a s u xut pht l khch hng ca mt mng khc chuyn sang. i gia di ng au u v chiu min ph gi ni mng

Hai mng di ng mi l Vietnamobile v Beeline ang lm i gia di ng nh Viettel, MobiFone, VinaPhone au u v chiu min ph gi ni mng. Ngi tiu dng th vui mng ra mt. "Ln u tin xut hin mt doanh nghip cnh tranh vi mc gi cc bng 0. iu ny cnh bo Viettel v mt cuc i chin tranh v gi ang n gn", n g Nguyn Mnh Hng, Ph tng gim c Tng cng ty Vin thng Qun i (Viettel) lo ngi. Theo nhn nh ca Viettel, nu nh Beeline tip tc thc hin chin lc v gi ni mng bng 0 nh hin ti, doanh thu khng ch ca Viettel m ca tt c cc mng di ng ln u b nh hng c 20%. Gim c Cng ty VMS - MobiFone - L Ngc Minh cng c nhn xt tng t v vic Beeline cung cp ra th trng vi gi cc Zero (gn nh min ph gi ni mng).

C nc c trn 80 triu thu bao di ng. nh: tintuccongnghe. Lnh o ca Viettel, MobiFone, VinaPhone u gi vic cung cp cc gi cc gn nh min ph gi ni mng (khng ch ca Beeline m c Vietnamobile) l hnh vi c kh nng lm ph v cu trc th trng. Mt doanh nghip mi tham gia th trng cha c g mt s l i th kh "nhn" nht vi cc nh khai thc c khch hng v th phn nht nh. Vietnamobile v Beeline c chin lc tp trung vo th trng "ngon n" nh cc thnh ph ln, trong khi doanh nghip khc

li phi lm thm phn cng ch l a sng v vng su vng xa, hi o min ni. Lnh o ca mt mng di ng ln bnh lun: "Cc doanh nghip ln nh Viettel, VNPT vi doanh thu hng chc nghn t ng mi d b tn thng trong cuc cnh tranh i h gi. Cc doanh nghip mi vi quy m nh, u t nh tuy khng c g nhng li c mi th thng trong cnh tranh". Chuyn cc ng ln lo ngi v ku cu khi lnh mi gia nhp th trng nghe qua c v ngc i. Song n l vic tt yu, bi doanh nghip nh mi ra i, dung lng mng th ln m khng c khch hng no, nu khng min ph gi ni mng cng chng c doanh thu. V th, min ph ni mng l cch thc duy nht cnh tranh va tn dng c nng lc ca mng, va thu ht c khch hng m li khng phi b thm chi ph nh khuyn mi. Nu 3 doanh nghip i gia gm VinaPhone, MobiFone v Viettel c trong tay gn 80 triu thu bao chp nhn gim li nhun ra gi cc tng t th chc chn mt Beeline ch 10 Beeline cng khng phi l i th ng gm. Cn i vi khng t ngi tiu dng, cc mng di ng mi nh Vietnamobile, Beeline ang l s la chn th 2 khi mua sim dng thay th co. Thy, sinh vin i hc quc gia H Ni nhn xt: "Gi ca Beeline thp hn gi ca Viettel, MobiFone, VinaPhone l hn 30%, cng vi vic khuyn mi nhiu hn 20.000 ng mi sim nn dng Beeline cc tit kim (sim mi kch hot ca MobiFone, Viettel, u c ti khon ban u l 100.000 ng trong khi ca Beeline l 120.000 ng)". Nguyn Tun Hi, nhn vin mt cng ty xut nhp khu ti H Ni th cho bit: "Mnh v ngi yu mua mt cp sim Beeline bun, khng mt tin, gi cng r hn nhiu. Nu i tnh khc th c ci MobiFone ri". Trn Vn Tun - nhn vin mt cng ty tin hc cho rng: "Cc ng di ng ln "n " ri, li hng nghn t ng, t sut li nhun cc ln, khi mng mi ra i gi cc gim lm doanh thu li nhun ca h gim nn h ku la m thi. iu ny thc khng cng bng vi ngi s dng". Tr li v chiu min ph ni mng c chiu ca Beeline, ng Alexey Blyumin Tng gim c GTEL Mobile (n v kinh doanh mng di ng Beeline ti Vit Nam) ni: "S canh tranh ca th trng vin thng Vit Nam l rt khc lit, nhng tp on VimpelCom, i tc ca GTEL Mobile tng phi i mt vi nhng th trng cnh tranh hn rt nhiu nhng chng ti vn thnh cng v c c rt nhiu kinh nghim t ".

Mt quan chc ca B Thng tin v Truyn thng khi trao i vi VnExpress.net cng nhn nhn cc "chiu" m Beeline ang lm thc cht cc mng di ng khc p dng t khi gia nhp th trng. Trong bi cnh th trng ang dn bo ha th gi cc vn l chiu bi cnh tranh hiu qu v n gin nht. Theo quy nh, B ch qun l gi cc i vi cc doanh nghip chim th phn khng ch cn Beeline hay Vietnamobile mi gia nhp th trng, thm ch l SFone vi th phn qu nh nn cha b qun l v gi. "Quan im ca chng ti l cp php th phi cho doanh nghip tn ti v th trng t o thi. Doanh nghip c ton quyn cnh tranh nhau min l khng vi phm cc quy nh ca lut php", ng ni. D kin, B Thng tin v Truyn thng s c cuc hp vi cc doanh nghip v cc vn nu trn vo th 6 ti. . 4P liu cho mt chin lc tip th thnh cng?(phn cui) Ngun tin: Dch t Coolavenues Theo cch tip cn truyn thng, phn phi ngha l phi thit lp mng li ca hng rng khp. V vic c tht nhiu i l phn phi, m bo s phn tn ca sn phm l cch thc tt nht to doanh s.Th nhng s thnh cng ca Dell chng minh iu ngc li

6. Trao vai tr mi cho hot ng phn phi Phng php phn phi trc tip ca cng ty ny l mt v d v cch tip cn mi trong lnh vc phn phi sn phm. tng s dng knh phn phi khng gii hn trn Internet, thay v s dng cc ca hng, to nn mt li th cnh tranh

mi cho Dell. Nh vy l Dell vn gii thiu c sn phm ca mnh m khng cn by bn sn phm tht. Ngoi ra, cc nh tip th thng ngh rng mc tiu ca knh phn phi ch l gii thiu sn phm, nhng tht ra h thng i l khng ch nhm mt mc tiu tip cn vi khch hng, m cn giao lu, trao i vi khch hng v sn phm v cm nhn, n tng m sn phm to ra cho khch hng. 7. Qung b khng n gin l qung co Ch P th t Promotion - vn c nh ng vi hot ng qung co thng qua cc phng tin thng tin i chng. V vy, cc nh tip th tn khng bit bao tin ca tin hnh qung co trn bo ch v truyn hnh mong khch hng bit n sn phm, th dng v t kch thch h mua sm sn phm. Starbucks, ngc li, dnh rt t ngn sch cho qung co. Thay vo , cng ty ch trng xy dng thng hiu bng cch tng cng tip xc trc tip vi khch hng, qung b bng li v ch trng ti vic trang tr cc ca hng ca mnh. Ban gim c ca Starbucks coi mi ca hng l mt tm bin qung co gii thiu nhn hiu v hnh nh ca cng ty. V vy, mi chi tit trang tr ca hng u c xem xt cn thn nhm to ra nhng khng gian m cng, lm cho khch hng cm thy y l a im tt nht th gin bn tch c ph. 8. T nhn mnh cha phi s mt Cc hnh nh qung co v sn phm thng tp trung tn dng cc cng dng hay c tnh ca sn phm bng cch s dng php n d, cc biu tng, hnh nh v t mnh. Volkswagen t nm 1960 li chn con ng ring ca mnh. Cng ty t cho sn phm ca mnh nhng ci tn nh Lemon (Qu chanh) hay Ugly (Xu x). C v nh cng ty ang t bi xu mnh, nhng vic lm li c hiu qu c bit.

Tng t, cc cng ty thng qung co rng sn phm ca mnh l tt nht. Nhng Avis, cng ty cho thu t chn cch lm t ngi ngh n. Cng ty a ra thng ip We are No 2, but we try harder (Chng ti ch ng th hai, nhng chng ti ang ngy cng c gng). Thng ip ny tha nhn v tr ca cng ty trong nhng cuc thm d kin khch hng, vy m ch trong hai nm, Avis tng c 28% th phn. 9. 4A- M hnh tip th mi Doanh nghip gi y khng cn chu tc ng trc tip ca th trng, m tr thnh tc nhn gy nh hng n th trng. V th, doanh nghip phi nhn nhn li v l thuyt tip th 4P truyn thng. M hnh ny khng sai, nhng c l cha tr gip doanh nghip trong cuc chin thng hiu hin nay. Jagdish Sheth, c vn tip th cho rt nhiu cng ty v chnh ph, tc gi ca hng trm cun sch v tip th, a ra m hnh tip th 4A b dung cho m hnh 4P, bao gm bn yu t (hay l bn yu cu ca sn phm): Acceptance (s chp nhn c), Affordability (gi c hp l), Accessibility (tip cn d dng) v Awareness (c khch hng bit ti). Yu t khch hng chp nhn sn phm khng n gin l bn thn sn phm m h nhn thy bng vt cht. Gi c hp l l gi c c nh ra trn c s gi khch hng sn sng tr. S tip cn cng khng n thun l s c mt ca sn phm ti cc i im phn phi. V khch hng bit c s tn ti ca sn phm th khng phi ch nh nhng chng trnh qung co rm r trn cc phng tin thng tin i chng. Theo Jagdish Sheth, ba yu t u rt d hiu v khch hng lun mong mun c mt sn phm chp nhn c vi gi hp l v d dng tip cn. Cn i vi yu t nhn thc, Sheth ni: Cho d hi ba yu t trn, nhng doanh nghip vn phi tip tc qung b cho sn phm khch hng bit v s tn ti ca sn phm. V hon thnh cng vic ny phi mt n

na nm