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B GIO DC V O TO I HC VN LANG KHOA THNG MI

TI: CHIN LC NH V KEM NH RNG CLOSE UP CA UNILEVER

Nhm thc hin Lp

:Nhm Fox :K15C2

Ging vin hng dn:Ths. Lu Th Bch Vn

Nm hc: 2011 - 2012 Tp H Ch Minh, thng 10 nm 2011

Chin lc nh v kem nh rng Close Up ca Unilever

B GIO DC V O TO I HC VN LANG KHOA THNG MI

TI: CHIN LC NH V KEM NH RNG CLOSE UP CA UNILEVER

Nhm thc hin:

Nguyn Thanh Vi L Quang Thy Mi on Trng Song L Trn Yn Phng Phm Th Thi Nguyn Hunh Th L Thun Trn Hu Danh Nguyn Th Thy Trang L Ngoc Dng Trn vn Sng Nguyn Hng Nhung

Nm hc: 2011 - 2012

Tp H Ch Minh, thng 10 nm 2011


i Nhm Fox

Chin lc nh v kem nh rng Close Up ca Unilever

TM LC

Cuc sng ca con ngi trong x hi cng nghip ha-hin i ha ngy nay ngy cng pht trin cao, i i vi iu l cht lng i sng.Sn phm ngy cng a dng phong ph vi nhiu mu m v tnh nng khc nhau,m ng c nhn thc ca mi ngi th khc nhau.Liu iu i su vo nhn thc ca mi ngi cha,cho nn chng ti nghin cu trnh by v vn : Chin lc nh v kem nh rng Close Up ca Unilever. Mc ch ca cuc nghin cu l tm hiu hnh vi ca khch hng i vi sn phm kem nh rng ClosUp ny. thc hin c ti ny, ch yu chng ti thu thp d liu chnh t Internet tham kho. Ngoi ra, ti c sc thuyt phc hn chng ti lm mt bng kho st kho st, nh gi v s nhn thc ca khch hng mc tiu i vi sn phm m y l nhng ngi s dng sn phm Close Up c tui t 18 n 25. Nhng v hon cnh v iu kin hn hp nn chng ti ch kho st vi sinh vin c th hn na l sinh vin trng Vn Lang, a im thc hin cuc kho st ny l ti trng dn lp Vn Lang. Sau khi nghin cu vn , chng ti a n kt lun sau: chin lc nh v m tp on Unilever mun nhm cho Close Up l kem nh rng mang li hi th thm mt cc lu c khch hng nhn thc r thng qua s ghi nh v nh gi v sn phm m ngi tiu dng lm trong bng kho st m chng ti thu thp c. Tuy nhin cn c mt s im m khch hng cha quan tm nhiu n sn phm l gi c v chng trnh khuyn mi. V vy, thc y tiu dng nhiu hn, khuyn khch ngi cha s dng dng th sn phm v thu ht nhng ngi ang s dng sn phm cnh tranh, nhm chng ti a ra gii php sau: nn a ra chnh sch chiu th hp dn hn na nh chng trnh khuyn mi, PR, marketing trc tip,

ii Nhm Fox

Chin lc nh v kem nh rng Close Up ca Unilever

MC LC

Chose up nh ng n tm l ca ngi tiu dng nht l gii thanh nin ly c lng tin t khch hng bng cc hnh nh sn phm lun mi l, cc chin dch qung b thu ht ng o khch hng l gii tr nh: D tic tnh nhn Valentine 2009v gn y nht l chng trnh m Valentine Th K nm 2011.. Chin dch khng nh v tr hng u ca CloseUp trong s mnh mang li hi th thm mt v s t tin cho cc bn tr trn khp th gii, trong c Vit Nam......15

iii Nhm Fox

Chin lc nh v kem nh rng Close Up ca Unilever

CHNG 1:

T VN
ng cha ta c cu: Ci rng, ci tc l gc con ngi. iu cho thy tm quan trng ca ci rng, ci tc i vi mi chng ta. Nhn thc c iu nn t thi xa, ngi Vit Nam bit dng cau nh rng. V gi y, khi x hi ngy cng pht trin, vic chm sc rng ming cng ngy cng c nhiu ngi quan tm hn. tha mn cc nhu cu, i hi y ca con ngi th nhng sn phm chm sc rng ming tt v hiu qu hn c ra i. CloseUp l mt sn phm nh vy. L sn phm kem nh rng ca hng Unilever, ClosUp c mt ch ng kh vng chc trn th gii cng nh trong th trng Vit Nam. Hin nay CloseUp vn chim phn ln th trng Vit Nam tuy nhin mt s hng khc cng cnh tranh mnh m vi CloseUp. Trc nhng kh khn CloseUp phi a nhng gii php marketing c th cnh tranh c vi nhng hng kem nh rng khc v hng Unilever thu v c li nhun nhiu hn, pht trin bn vng hn.Vi ti nghin cu nh trn, chng ti mong rng s tm hiu c v ngi tiu dng kem nh rng CloseUp. Qua a ra cc gii php Marketing hp l cho sn phm ny hn.

1 Nhm Fox

Chin lc nh v kem nh rng Close Up ca Unilever

CHNG 2:

PHNG PHP NGHIN CU

2.1. S lc v tp on Unilever

L mt cng ty a quc gia xut cc mt hng tiu dng nh git ty, kem nh rng, du gi, m phm...

Unilever Vit Nam c thnh lp 1995 l s hp thnh ca 3 cng ty ring bit Lever Vit Nam , Elid P/S, Best Food.
- Vi hn 265 000 nhn vin lm vic trong hn

500 cng ty ti 90 Quc Gia trn th gii cng mc li nhun hng nm trn ton cu vo khong 40 t euro. Ngnh sn xut thc phm ca Unilever ng th hai th gii ch sau Nestl. William Lever mt cng dn Anh, ngi sng lp ra Unilever, chnh l ngi u

tin to dng nn ngnh cng nghip sn xut x phng vo cui th k XIX. 2.2. Khi nim v nh v sn phm

a)khi nim nh v sn phm l vic doanh nghip s dng nhng n lc marketing xy dng

hnh nh sn phm v cng ty c mt v tr khc bit so vi sn phm ca cng ty khc trong nhn thc ca khch hng. CloseUp : hi th thm mt b) cc loi chin lc nh v sn phm
2 Nhm Fox

Chin lc nh v kem nh rng Close Up ca Unilever

nh v sn phm da vo c tnh ca sn phm: i vi mt s sn phm, khch hang mc tiu c th quan tm n cc c trng li ch no m khch hang mong i khi dung. nh v sn phm thong qua cc hnh nh v khch hang: i vi mt s sn phm khng phn bit r bi cc c tnh1 ca n. Trng trng hp ny ngi ta gn cho n mt li sng, mt hnh vi, mt phong cch, cjo ngi s dng n,. Thng qua qung co tuyn truyn cc nh tip th khc ha vo nhn thc ca khch hng mt nhn thc v sn phm. nh v theo i th cnh tranh: the kiu nh v ny v tr ca sn phm ca i th cnh tranh c ly so snh vi sn phm ca cng ty. Cng ty c th nh v v tr cao hn, hoc thp hnso vi i th cnh tranh. Khi nh v cao hn so vi i th cnh tranh, cng ty cnc nng lc vt triv nhng mt no i u trc tip vi cc i th3 cnh tranh. nh v theo cht lng hay gi c: hai tiu thc quan trng l cht lng v gi c thng c ly to ra mt v tr m khch hngmong i cho sn phm ca cng ty. T hai bin s cng ty c th chn chin lc nh5 v nh sau: + gi thp-chtlng thp +gi thp-cht lng cao +gi cao-cht lng cao Thng thng, cht lng thp th gi thp, cht lng cao th i km cht lng cao, nu cng ty c kh nng th c th chn chin lc gi thp cht lng cao. Cng ty Unilever nh v sn phm Close-up bng li ch c trng em li hi th thm mt. Nhng l do m cng ty chn loi nh v sn phm da vo c tnh ca sn phm: Tn sn phm Close-up c ngha l li gn nhau.

3 Nhm Fox

Chin lc nh v kem nh rng Close Up ca Unilever

- Do khch hng mc tiu l cc bn tr t 18 tui n 25 tui. H mong mun c t tin hn trc mi ngi, khng phi e ngi v hi th. Chnh v hiu c nhng li ch m khch hng mong mun khi dng sn phm Close-up, ng thi hiu c cm nhn ca khch hng v li ch mang li hi th thm mt i vi cc sn phm kem nh rng khc trn th trng Vit Nam. 2.3. Chin lc nh v sn phm CloseUp ca Unilever Trong nhng nm gn y, sc cnh tranh gia hng ho Vit Nam v hng ho nc ngoi din ra ht sc quyt lit, c bit l cc sn phm c xut x t cc cng ty a quc gia hin ang c mt v thng lnh trn th trng Vit Nam. Unilever - Vit Nam cng l mt trong s nhng i gia ln trn th trng hng tiu dng, hng nm cung cp mt lng ln cc mt hng thit yu cho sinh hot hng ngy ca ngi tiu dng Vit Nam nh: kem nh rng Close Up, du gi u Sunsilk, bt git Omo, v.v y khng ch l mi e da cho cc nh sn xut trong nc m cn l tm gng cc doanh nghip hc hi v kinh nghim marketing ca mt cng ty a quc gia ln c tm c th gii. Trong , Close Up l mt phn ca nhn hiu UNILEVER. Khi vo Vit Nam, n c c mt chin lc nh v hiu qu v y sng to. Nh th Close Up chim c th hiu ln trn th trng kem nh rng Vit Nam cn kh non tr nhng y tim nng. Close Up tn dng i a nhng im mnh vn c ca mnh cng nh pht huy c nhng c hi ca th trng mang li ngun doanh thu ng k hng nm. 2.3.1. To s khc bit sn phm a)sn phm vt cht Qu trnh nh v ca kem nh rng Close Up lda vo s khc bit v sn phm.

N c thit k khc bitv c tnh vi tt c cc loi sn phm kem nh rng khc trn th trng. Ngoi tc dng l chng su rng n cn mang li hi th thm mt vi nhiu loi hng thm khc nhau.

4 Nhm Fox

Chin lc nh v kem nh rng Close Up ca Unilever -

Sn phm CloseUp vi cng thc t ph c tc dng cho hi th thm mt ko di

cc lu, c Lin on Nha khoa Quc t cng nhn. Kem nh rng mi c kim nghim lm sng c kh nng cho hi th thm mt cc lu, ko di nhiu gi sau khi nh, gip loi b ti a mng bm rng, gim vim li, ci thin hi th. CloseUp cn cha cc hp cht Flo: Nguyn t Flo s b cht khong cho nhng

men rng b h hng, gip c ch s pht trin ca mng bm, cht ngt nh Xylitol lm gim ng k su rng v s xut hin cc l su.

b)hnh nh Hnh nh c trng nht nh ca kem nh rng closeup chnh l hnh chic rng thm m. Sn phm kem nh rng Closeup phi truyn t thng tin mt cch khc bit

khng th nhm ln vi thng tin tng t ca cc i th cnh tranh. Logo: S dng t ghp. Phn ch close mu trng v phn ch up mu xanh. l s kt hp gia tinh th bc h v mu ca nc bin, mang li cm gic mt lnh, thm tho. Slogan:Hi th thm tho - L mt sn phm chm sc rng ming , ch yu v lnh vc lm trng rng v cho hi th thm tho ca v bc h gip cc bn tr t tin n gn nhau hn. Bao b: Hnh nh i nam n ci ti khoe hm rng trng bng. Kiu dng: Kem nh rng CloseUp c thit k vi loi hp giy loi 230g,220g, 150g tin li cho vic s dng v mang theo trong cc chuyn i xa.
5 Nhm Fox

Chin lc nh v kem nh rng Close Up ca Unilever

Kiu ch:Kiu ch in nghing c o gip phn bit cc loi sn phm kem nh rng khc.

2.3.2. Truyn thng v t chc s kin


-

Trong nhiu nm qua, ngoi vic l mt nhn hng kem nh rng quc t c gii tr yu thch, CloseUp cn tin phong trong vic to ra nhng sn chi lnh mnh v h tr cho cc bn tr s t tin n gn nhau hn, lun i u trong nhng tro lu mi dnh cho gii tr. 2008 - Close Up - L hnh tnh yu Chng trnh ko di t ngy 12/05/2008 n ht ngy 07/06/2008 cho ngi tiu dng trn c nc.Khi mua kem nh rng Close Up Pha L Tuyt loi 150gr hay 220gr, khch hng s c tng thm mt ng kem 30gr, ng thi cn c c hi co v trng thng mt trong 250 chuyn du lch ma h tr gi 2.000.000 (hai triu) ng dnh cho mt ngi 2009 - D tic tnh nhn gn nhau trao yu thng. Nhc n Valentine 2009 th khng th khng nhc n mt s kin li n tng su m trong lng gii tr Vit Nam, D tic tnh nhn Valentine do nhn hng CLOSE UP t chc. Bn cnh mt m tnh nhn cc k lng mn v ngt ngo ny, CLOSE UP cn t chc nhiu tr chi th v v b ch khng km, cuc thi trc tuyn Tm em ni u, thu ht s tham d ca hng ngn bn tr. Bao trm ln tt c nhng hot ng ny chnh l s mnh em t tin n cho gii tr gip h gn nhau trao yu thng ca nhn hng kem nh rng quc t c yu thch ny.

6 Nhm Fox

Chin lc nh v kem nh rng Close Up ca Unilever

Lun tm nim vi s mnh cao p, nhn hng CLOSE UP li tip tc cho ra mt mt hot ng mi, rt hp dn v th v. Cuc thi vi ch Ngy y chng mnh vi mong mun cc bn cng chia s cu chuyn tnh ca chnh mnh, hoc ca mt ai ghi li du n trong bn. y s li l mt dp m gii tr Vit Nam t tin ni ln cu chuyn, quan im tnh yu ca mnh. Bi t tin l mt yu t quan trng gip chng ta thnh cng trong cuc sng v c tnh yu. S t tin lun xng ng c tn vinh. V vy, CLOSE UP s mang n tht nhiu phn thng gi tr cho nhng bn tr t tin tham gia cuc thi k v cu chuyn tnh yu ca chnh mnh. l nhng chic laptop Dell Insprison snh iu, Ipod Shuffle thi thng, v o thun xinh xn. Bn cnh , nh mt li tri n n ngi tiu dng, trong sut thi gian qua khng ngng ng h v di theo bc chn ca nhn hng, bt u hm nay, khi mua kem nh rng CLOSE UP bn s c nhn sn phm gi du gi v du x Dove ti cc siu th hoc tup kem nh rng mini CLOSE UP 30g ti cc ca hng trn ton quc. 2010 - m valentine th k 2010 Bt u t mt on qung co c ni dung : Cu chuyn din ra vo mt bui chiu ma tm t. Chng sinh vin kin trc tn Nam v tnh gp mt c gi d thng ang cng tr ma nh ch xe bus. Tim ro rc nh b st nh, nhng v qu nht nht chng khng dm ng li, nh nhn c gi bc i khi cn ma chiu ngt. Khng bit v ma qu to, hay v nh mt nng qu t t m Nam b cm tht s. Chng quyt tm tm li c gi y. Vit blog, lm clip, dn t ri, chng lm mi cch mong tm c c gi. Tnh yu bin 1 chng trai nht nht thnh mt ngi ht sc bo dn, du vic chng lm tng nh v vng.... Tham vng ca Close Up Close Up mun thng qua cu chuyn h cu ny khuyn khch cc bn tr tr nn t tin v mnh m th hin tnh yu ca mnh. cng l ni dung ca thng ip "T tin tm kim tnh yu" m h lun mun truyn ti. Mt tng rt hay v kho, nu thnh cng s to nn sc lan ta mnh m.
7 Nhm Fox

Chin lc nh v kem nh rng Close Up ca Unilever

Chin dch viral marketing Cch thc hin C th chia ra lm 3 giai on chnh - Giai on t pht: Cu chuyn bt u c lan truyn trn Internet thng qua nhng knh ch o l Yahoo 360, Youtube, Forums. Yahoo 360 c xem l trng tm, cc knh Youtube, forums hay MXH khc ng vai tr h tr. Giai on ny kh thnh cng v cu chuyn din ra t nhin v nhn c s ng cm ca cng ng. Blog c nhiu bi vit rt tnh cm st mt, lay ng nhng tri tim m mng. Cc clip Youtube c lm kh sng to theo nhiu cch th hin khc nhau: Lc th nh thng gi qua cu ht, khi th l cc on hot ha n tng, lc th in khng mt cht, iu to s mi m v n nhn cho ngi xem. Cc knh forums cng hot ng kh si ni gp phn lan ta ni dung. - Giai on ni ting Blog sau mt thi gian c h tr mnh tr nn kh hot trn Yahoo 360. Tn tui ca anh chng Nam p trai, ti nng v si tnh cng c bit n rng ri. Lc ny brand bt u nhy vo nh mt l t nhin nng tm cu chuyn. + Cc hot ng offline cng c t chc: Ta m v tnh yu, tm quan trng ca vic t tin.....v kho lo lng cu chuyn ca chng Nam si tnh nh mt tm gng in hnh ca gii tr. + Cc bi PR trn cc bo ln v hot blogs (OnlyU) gip Nam dn tr thnh mt tn tui ni bt.

- Giai on thng mi ha Close Up chnh thc nhy vo ng hnh vi cng cuc tm kim ca Nam nh mt cch c v cc bn tr hy T tin tm kim tnh yu ca mnh. Website timem.com.vn c xy dng. 4 cuc thi c ng thi t chc vi ch d on kt qu cuc tm
8 Nhm Fox

Chin lc nh v kem nh rng Close Up ca Unilever

kim. Mass media c s dng thu ht ngi tham gia. Tham vng ca Close Up l bin s kin tm ngi yu ca chng Nam tr nn nh m tn dng hiu ng truyn ming (word of mouth) - on kt: im nhn quan trng ca chin dch chnh l s kin "500 cp tnh nhn hn tp th" vo 13/2/2010 ti NT Phan nh Phng. Khi m cu chuyn v Nam khng cn nng th s kin ny thu ht s ch ca hng trm ngn bn tr v gii truyn thng online. Hng lot t bo ln nh ng tin v s kin ny. Website timem.com.vn tng t bin v lng truy cp (hn 40,000 ngi truy cp/ ngy). Blog ca Nam cng y nhng cu hi xoay quanh s kin . on kt xut sc ny gip campaign tr nn thnh cng trn vn. 1.Vn hoa hng xanh m Valentine Th K to nt ti mi nhng vn ngt ngo v ngha vi s hin din ca hoa hng xanh, biu tng cho tnh yu bt dit.

N hn tnh yu bt tn gia vn hoa hng xanh di gc my ca nhip nh gia c Hn

9 Nhm Fox

Chin lc nh v kem nh rng Close Up ca Unilever

2. Cn ma bong bng Ln u tin mt cn ma bong bng xut hin trong m tnh nhn cng khin cho khonh khc ngt ngo ca tnh yu thm phn su sc.

Gia con ma bong bng y mu sc, n hn yu thng c e p trao nhau. Khonh khc lng mn ng nh c nhip nh gia Thnh Nguyn lu du

10 Nhm Fox

Chin lc nh v kem nh rng Close Up ca Unilever

3. Bn tic m p Nhng bn tic dnh cho hai ngi c sp xp kho lo trn cu vi nh nn lung linh v ting nhc du dng.

4. 999 hoa hng xanh Hoa hng lun l mn qu tinh thn ngt ngo trong ngy Valentine. Vi 999 hoa hng xanh, tht kh c gi may mn kia kim nn nim hnh phc v a trc tm lng ca ngi yu.

11 Nhm Fox

Chin lc nh v kem nh rng Close Up ca Unilever

5. Cp nhn kim cng qu gi. Xut hin trong m, thn Cupid cn gip li cu hn ca chng trai tr thnh hin thc trc s chng kin ca hng trm bn tr c mt trong m. chc chn l mt mn qu tnh yu v gi.

6. Rt ngn khong cch yu thng Vi thng ip hi th thm mt mang n cho ngi tr nhng iu k diu nhiu hn h ngh, CloseUp mang n mn qu hi ng tnh yu ngha gi n Sebastien cng Kim Phc, sinh vin trng H KHXH&NV TP.HCM sau nhng n lc v quyt

12 Nhm Fox

Chin lc nh v kem nh rng Close Up ca Unilever

tm trn ng ua rt ngn khong cch hn 10.000km qua cuc thi dnh cho nhng cp yu xa - Marathon Tnh Yu Thm Mt.

13 Nhm Fox

Chin lc nh v kem nh rng Close Up ca Unilever

7. N hn trn kinh kh cu c mong ch v l im n tng nht trong m, ln u tin ti Vit Nam n hn tnh yu c trao trn kinh kh cu khin nhng ngi chng kin cng ha chung cm xc hnh phc.

Tt c to nn mt m tnh yu trong m vi y cm xc. m Valentine Th K thc s l kt thc p cho chin dch triu Bong bng tnh yu thm mt chin dch khng nh v tr hng u ca CloseUp trong s mnh mang li hi th thm mt v s t tin cho cc bn tr trn khp th gii, trong c Vit Nam. H t tin rt ngn khong cch, cng nhau tn hng nhng v ngt trong m Valentine ng nh. V chc chn rng bn lun t tin, sn sng vi hi th thm mt nht n nhn nhng n hn bt ng, CloseUp mang n mt tin vui khi ang xem xt tng tung dng sn phm mi - CloseUp Pha L Tuyt hng Bc H kch thc cc k nh gn linh ng 70g vi gi hp dn. Vi thit k tinh xo ca mt thng hiu quc t ln, sn phm mi ph hp vi cc bn tr c c tnh c lp, thch sn lng thng hiu ring, cao cp v thm mt nht trn th trng hin ti.

14 Nhm Fox

Chin lc nh v kem nh rng Close Up ca Unilever

Chose up nh ng n tm l ca ngi tiu dng nht l gii thanh nin ly c lng tin t khch hng bng cc hnh nh sn phm lun mi l, cc chin dch qung b thu ht ng o khch hng l gii tr nh: D tic tnh nhn Valentine 2009v gn y nht l chng trnh m Valentine Th K nm 2011.. Chin dch khng nh v tr hng u ca CloseUp trong s mnh mang li hi th thm mt v s t tin cho cc bn tr trn khp th gii, trong c Vit Nam. 2.3.3. La chn v th sn phm CloseUp CloseUp l kem nh rng cao cp hng u Vit Nam, c thit k o ni ng

giy cho cc bn tr thng minh, nng ng v c lp, la tui t 18 - 25. Qua , ta c th thy kem nh rng CloseUp c tp on Unileverchn chin

lc nh v l da vo li ch m sn phm em n cho khch hng. N nhn mnh vo yu t thm m ca ngi tiu dng. 2.3.4. V tr trn bn nh v

15 Nhm Fox

Chin lc nh v kem nh rng Close Up ca Unilever

2.4 nh gi v hon thin chin lc nh v sn phm Close Up

im mnh C nn ti chnh vng mnh. Tnh hnh nghin cu v pht trin cng ngh ca Unilever Vit Nam lun c ch

trng v u t. Mi trng vn ho doanh nghip mnh. c u t thch ng . To lng tin vi ngi tiu dng Vit Nam. Thng xuyn cu tr, ti tr mt s chng trnh chm sc sc khe rng ming

cng ng, ti tr chng trnh truyn hnh. im yu Nhm Fox

C s cnh tranh ca nhiu nhn hiu ni ting khc: Oral B, Collgate,


16

Chin lc nh v kem nh rng Close Up ca Unilever

Vn cn nhiu cng ngh khng p dng c ti Vit Nam v khng tn dng c

ht ngun lao ng di do v nng lc Vit Nam. Th phn ca cng ty cha cao. Vn cn nhiu cng ngh khng p dng c ti Vit Nam do chi ph cao, v vy

phi nhp khu t nc ngoi nn tn km chi ph v khng tn dng c ht ngun lao ng di do v nng lc Vit Nam C hi Th trng trong nc pht trin hn nhiu. Vic phn phi, qung co sn phm khng phi chu nhiu rng buc qu kht khe

nh nhiu nc chu khc. Vit Nam c c cu dn s tr to nhiu c hi CloseUp. Ch trng xy dng nn kinh t Vit Nam theo xu hng cng nghip ha, hin i

ha. Trnh dn tr Vit Nam tng i cao, nht l khu vc thnh th. Vit Nam nm v tr thun li cho vic xut khu hng ho khi Close Up bt u

ch trng n xut khu trong tng lai gn. Thch thc Chnh sch dn s - k hoch ha ca chnh ph s khin trong vi thp nin na, lp

tr s gi i v c cu dn s gi s khng cn l li th cho Unilever. Nhiu cng ty mi chen chn vo v cnh tranh s rt gay gt cho sn phm

CloseUp.

nh gi ca khch hng mc tiu


17 Nhm Fox

Chin lc nh v kem nh rng Close Up ca Unilever

PHIU KHO ST TH HIU CA SINH VIN VN LANG V KEM NH RNG CLOSEUP

Xin cho anh ch v cc bn, phc v cho nhu cu hc tp v ngin cu, nhm chng ti c thc hin mt cuc kho st v cm nhn ca anh ch v cc bn v kem nh rng CloseUp, rt mong c s hp tc ca anh ch v cc bn bn kho st ca chng ti t c nhng kt qu nh mong i. Thng tin c nhn: H tn: ..............................................................gii tnh:...................tui:...................... Khoa:................................................................................................................................. 1. Anh ch tng s dng kem nh rng CloseUp hay cha? s dng Cha tng s dng 2. Trong tng lai anh ch c nh dng kem nh rng CloseUp khng? Chc chn S ngh n Khng chc chn Khng

Nu anh ch dng kem nh rng CloseUp, anh ch vui lng cho bit
3. Li ch no di y m anh ch thy kem nh rng CloseUp mang li sau khi s dng.
18 Nhm Fox

Chin lc nh v kem nh rng Close Up ca Unilever

(Anh ch c th chn nhiu cu tr li) Hi th thm mt Rng trng v sch Rng chc khe hn Khng b mc cc bnh rng ming Khng c s khc bit so vi cc sn phm kem nh rng khc kin khc 4. Anh ch n tng vi hnh nh g trn bao b kem nh rng CloseUp? (Anh ch c th chn nhiu cu tr li) Ch CloseUp Mu sc i nam n Khc

5. Cm nhn ca anh ch v kem nh rng CloseUp?

Khng hp dn Bao b

Bnh thng

Hp dn

Rt hp dn

Hng v

Hnh thc qung co

Gi c Cc chng trnh khuyn mi

6. Trong tng lai anh ch mun CloseUp c thm i mi g sn phm c tt hn?


19 Nhm Fox

Chin lc nh v kem nh rng Close Up ca Unilever

(Anh ch c th chn nhiu cu tr li) Bao b Hng v Hnh thc qung co Cng dng khc

Cm n s hp tc ca anh ch v cc bn.

Biu 1: T l ngi dng kem nh rng CloseUp Qua biu ta thy 90% sinh vin Vn Lang m chng ti kho st l s dng CloseUp.

20 Nhm Fox

Chin lc nh v kem nh rng Close Up ca Unilever

Biu 2: nh gi v li ch ca kem nh rng CloseUp Li ch m sn phm CloseUp mang li cho khch hng mc tiu c nh gi cao

nht l hi th thm mt y cng xem nh l s thnh cng trong chin lc nh v ca CloseUp, CloseUp mun khch hng khi nhc n kem nh rng CloseUp l nh n mt sn phm mang li hi th thm mt.

21 Nhm Fox

Chin lc nh v kem nh rng Close Up ca Unilever

Gi c Chng trnh khuyn mi

Hng v Hnh thc qung co

Bao b

Biu 3:Cm nhn ca khch hng v kem nh rng CloseUp Ta thy khch hng mc tiu b hp dn bi hng vi, hnh tc qung co cng nh bao b ca sn phm kem nh rng CloseUp.

Biu 4:Nhng i mi ca kem nh rng CloseUp


22 Nhm Fox

Chin lc nh v kem nh rng Close Up ca Unilever

Da vo biu 3 ta thy khnh nh gi bao b ca CloseUp l rt hp dn nn ch c phn t l mun thay i bao b sn phm. Nhn qua biu 4 ta thy khch hng mun c thm nhiu cng dng cng nh hng v mi ca sn phm. Nhn xt chung: V li ch cho hi th thm mt ca kem nh rng CloseUp c ngi tiu dng

nh gi cao nht y cng xem nh l s thnh cng trong chin lc nh v ca CloseUp, CloseUp mun khch hng khi nhc n kem nh rng CloseUp l nh n mt sn phm mang li hi th thm mt. V li ch ca CloseUp cho hm rng trng sch cng c ngi tiu dng nh gi

cao, v vy cng ty Unilever nn ch trng vo iu ny a dng ha tnh nng ca sn phm v p ng c nhu cu ca khch hng v vn ci tin sn phm Tuy nhin, t l khch hng nh gi CloseUp khng c s khc bit so vi nhng

sn phm khc cng cao (21.1%) v th cc nh qun tr phi lm th no CloseUp c nh v mt cch r rng hn trong lng khch hng. V d nh khi nhc n Omo l ngi ta ngh ngay l bt git v ngi ta khng gi l bt git Omo m ch gi l Omo.

23 Nhm Fox

Chin lc nh v kem nh rng Close Up ca Unilever

CHNG 3: Tng kt

Sau khi nghin cu vn , chng ti a n kt lun: Chin lc nh v m tp

on Unilever mun thc hin cho Close Up l kem nh rng mang li hi th thm mt cc lu c khch hng nhn thc r thng qua s ghi nh v nh gi v sn phm m ngi tiu dng lm trong bng kho st m chng ti thu thp c. Tuy nhin cn c mt s im m khch hng cha quan tm nhiu n sn phm l gi c v chng trnh khuyn mi. V vy, thc y tiu dng nhiu hn, khuyn khch ngi cha s dng dng th sn phm v thu ht nhng ngi ang s dng sn phm cnh tranh, nhm chng ti a ra gii php sau: nn a ra chnh sch chiu th hp dn hn na nh chng trnh khuyn mi, PR, marketing trc tip Qua qu trnh kho st, nhm chng ti nhn thy c CloseUp nhn mnh vo yu

t thm m ca ngi tiu dng nn chn khch hng mc tiu ca mnh l i tng cho cc bn tr thng minh, nng ng v c lp, la tui t 18 - 25. Vi thng ip hi th thm mt, CloseUp mang li cho ngi tiu dng hi

th ti mt v n ci rng r, cng nh t tin c th gn gi hn khi giao tip.

24 Nhm Fox