GVHD: Hong Th Ph

Nhm thc hin : L Th Hng Chu : K064020105 Tn N Chi Lp : K064020106 : K06402A

NI DUNG
Trang I/ LI M U .......................................................................................... 1
II/ S LC V NGNH HNG V TH TRNG CNH TRANH ...... 1 III/ PHN KHC TH TRNG V CHN KHCH HNG MC TIU . ................................................................................................................................ 5 IV/ L DO CHN V S LC V TH TRNG KHCH HNG MC TIU ...................................................................................................................... 6 V/ KHM PH INSIGHT ................................................................................ 10 VI/ PHN TCH SWOT ................................................................................... 12 VII/ MC TIU ................................................................................................. 13 1. Mc Tiu Chung........................................................................................ 13 2. Mc Tiu C Th ..................................................................................... 13 VII/ CHIN LC MARKETING ................................................................. 14 1. Chin lc cnh tranh ca cng ty ......................................................... 14 2. nh v sn phm...................................................................................... 15 3. Marketing hn hp .................................................................................. 15 Chin lc sn phm........................................................................ 15 Chin lc gi ................................................................................... 16 Chin lc phn phi ....................................................................... 16 Chin lc truyn thng .................................................................. 17 VIII/ T CHC THC HIN ......................................................................... 20 1. K hoch hot ng ................................................................................. 20 2. c tnh chi ph ........................................................................................ 21

I/ LI M U
Bn quan nim th no l thi trang? Mc hiu, t tin c phi l thi trang? Phong cch n mc ring ca bn l g (gin d hay cu k)? Bn c cho rng mnh n mc nh vy l hp thi trang? Bn dnh bao nhiu thu nhp cho vic mua sm qun o? l nhng cu hi thng c t ra vi nhng bn tr yu thch thi trang. Ngy nay, cng vi s pht trin ca x hi, xu hng thi trang cng thay i v pht trin theo nhu cu ca tng i tng, la tui. T cc cht liu mang c th cho tng ma trong nm, cc nh thit k cn to ra nhng kiu dng mi, hp mt mang hi th ca thi trang hin i. Khi mc chic qun, chic o hp thi trang s gip h p hn, t tin hn. C th ni thi trang ng mt vai tr ht sc quan trng trong x hi ngy nay, v l l do ti sao ngnh hng ny thu ht c nhiu doanh nghip tham gia vo sn chi ny trong c c cng ty SN KIM chng ti. Cng ty cho ra i nhiu thng hiu ni ting nh: Vera, Jockey, Jox, J.Buss, Wow, Woweco m trong thnh cng v c mi ngi bit n nht l Vera v Wow. Vi mong mi p ng c nhu cu thi trang cho hu ht cc thng , cng ty chng ti khng dng li v tin hnh m rng th trng sn phm sang mt phn khc mi II/ S LC V NGNH HNG V TH TRNG CNH TRANH Ngy nay, nhu cu lm p tr thnh mt phn khng th thiu trong cuc sng ca bn. p ng c s i hi ny th cc nh kinh doanh thi trang nghin cu, nhanh chng nm bt c th hiu khch hng nhm tung ra nhng sn phm ngy cng phong ph a dng c v cht liu v mu m. Hin nay, thi trang ngy cng c nhiu doanh nghip tr quan tm hn, thu ht s ch ca nhiu ngi vo lnh vc kinh doanh ngnh hng ny vi s ra i ca nhiu nhn hiu tn tui trong v ngoi nc nh: Ninomax, Blue Exchange, Nem v k c cc mt hng khng tn tui khc c nhp khu t Trung Quc, i

Loanang trn ngp th trng nc ta. C th ni, th trng cnh tranh ngnh thi trang hin nay l s chy ua gia cc thng hiu ni v ngoi. Th trng hng trong nc Ngoi vic tung ra th trng nhiu mu m mi, cc nhn hng thi trang cn t lm mi mnh bng vic s dng cc gam mu ti tr v cht liu mi l thc s thu ht c khch hng, c bit l gii tr. * a dng th trng thi trang Theo mt s ch sp qun o ch Bin Ha, cc loi qun o may sn lun c s ng khch hng, c bit l gii tr a chung do kiu dng v cht liu ph hp vi th hiu, gi c va phi. Hin nay, ch cn t 30.000 - 45.000, ngi mua c th chn cho mnh mt chic o thun, o kiu ng . Ring qun Jean th c gi t 90 - 110 ngn ng/chic ty kiu dng, cht liu. Hng mi v mi ngy, mu m thay i lin tc (mi ngy c gn 10 kiu mi) nn ngi mua tha h chn la. Cc loi o ym, o cp, o dy... c may trn nn vi kat, cotton v thun vi nhng gam mu nng nh cam, vng, cm... hin ang bn rt chy. Mc d hng ch c nhiu chng loi nh th, nhng nu bit cch, ngi mc vn c th to cho mnh mt phong cch ring. * Cc thng hiu vo cuc Cng vi ln sng t ca thi trang Hng Kng, Hn Quc..., cnh tranh, cc cng ty thi trang trong nc cng tung ra th trng nhiu b su tp mi. Mt nhn vin ca hng thi trang Vit Nino Maxx ti TP. Bin Ha cho bit, ma h nm nay, cng ty cho ra i b su tp vi gn 100 mu thit k dnh cho o thun, qun Jean. Cc mu thit k ny c th hin trn nn vi Pointtelle v Melange 100% cotton, vi nhng kiu o dy, st nch, ngn tay rt thch hp cho ma h. Cng vi Nino Maxx, cc nhn hng thi trang khc nh: Blue Exchange, Sifa PT, PT Collection... cng gii thiu nhiu mu thit k mi vi cht liu vi 4

voan, linen, taffta l nhng loi vi thong mt, nh, thch hp vi kh hu nng. Ch Nguyn, nhn vin ca hng thi trang Sifa trn ng 30-4 cho bit: "Trong mi trng cnh tranh nh hin nay, thng hiu no mun tr c trn th trng th phi bit t lm mi mnh. Cc kiu thi trang ca Sifa c nt sang trng, lun to c phong cch ring bit nn rt c nhiu ngi a thch". Th trng hng nhp khu: Khng ch c ch, cc ca hng bnh dn chuyn bn qun o may sn cc shop thi trang Hng Kng, Hn Quc... cng nhn nhp khng km. Ch vi thng tr li y, trn cc tuyn ng: 30-4, ng Khi, quc l 15 (on gn ch Tn Mai, TP. Bin Ha)... c thm gn 10 ca hiu chuyn bn thi trang Hng Kng. Hu ht cc ca hiu ny u rt ng khch. Cc ca hiu chuyn bn hng Hng Kng trn ng 30-4 nh: P.T Boy, Pinky Girl... u bn hng theo catalogue. Nhng mu thi trang mi nht trong thng u c cp nht, ng thnh cun khch hng d chn la. Cc mu c gii tr a chung ma h nm nay l o thun bo tay lin; o thun phi cc tng mu lnh nh vng chanh, trng bc; o dy voan in hoa; qun Jean th mu xanh en v mu en l hai mu bn chy nht. Ngoi ra, thi trang hiphop ca Hng Kng nh nhng chic qun thng, o thun rng cng ang rt ht hng. Tuy khng cu k, nhng hu nh cc mu qun o Hng Kng tung ra th trng u c a chung. Ch Huyn, ch ca hng thi trang Hng Kng trn quc l 15 (i din Cng ty Bitits) cho bit: "Ngoi kiu dng, mu sc, cht liu ca thi trang Hng Kng cng rt phong ph v a dng. Nu l o thun chnh gc ca Hng Kng th gi khng di 150 ngn/chic. Nhng nu l vi nhp, may Vit Nam th c gi t 70 n 130 ngn ng/chic, ty kiu...". Ngoi ra, khi k n hng nhp khu, chung ta khng khi nhc n mt ng ln ang lm ma lm gi trn th trng nc ta nh gi thp v mu m p, thi trang l: hng Trung Quc. Phn ln hng Trung Quc bn trn th trng c xut x t Qung Chu v ang c tiu th mnh. nh hng v, nhiu ngi 5

chn cch "mc s th", sang tn ni chn, mua hng. Tm c ng nh cung cp, c gi mm nht, hng "hot" nht l nhng g nh bun mong mun. Mt khc, mt cch t hng tit kim thi gian, cng sc v ang rt "thnh" vi gii tr l qua cc trang web qung co ca Trung Quc nh taobao.com, paipai.com, lelefushi.com...Ai khng thnh tho ting Trung th qua cc trang web ny chn hng, ri qua cc i tng trung gian t cc tin v tin hnh cc hp ng giao nhn. Nhiu ngi lm n pht t nh pht trin dch v t hng qua mng ny. Gii snh mc thng tm c nhiu hng "hot" nht ti y. C th ni, mun chen chn vo th trng thi trang l mt iu khng my d dng th vic c mt ch ng an ton trong th trng ny li cng kh hn. V vy, khi quyt nh chn ngnh hng ny, nhm chng ti tm hiu, cn nhc, phn tch k lng tin hnh phn khc v chn ra mt th trng m chng ti cho l tim nng nht nh sau. III/ PHN KHC TH TRNG V CHN KHCH HNG MC TIU: Nh thy, s phong ph ca cc mt hng qun o cng phn nh s a dang trong th hiu ca ngi tiu dng v mt hng ny. Mi c nhn vi tui, phong cch, tng lp khc nhau em li cho ta nhng nhu cu, th hiu khc nhau; vi mc ch s dng khc nhau cng to nn nhng trang phc khc nhau. y, cng ty chng ti s nhm n gii tr (t 13-35 tui) l nhm c t l phn trm tiu dng cho mt hng ny cao nht. Trong phn khc ny, chng ti li chia thnh 4 phn khc nh nh sau: Thi trang cng s, i hc Ngi ln (T 20-35 tui Thi trang hng ngy Ngi ln (T 20-35 tui)

37%
Thi trang i hc Tui teen (T 13-20 tui)

38%
Thi trang hng ngy Tui teen (T 13-20 tui)

15%

20%
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Khch hng mc tiu: gii tui teen t 13-20 tui vi trang phc hng ngy, i chi, i pic nic hay i tic cng bn b. IV/ L DO CHN V S LC V TH TRNG KHCH HNG MC TIU Cch y khong ba nm, thi trang dnh cho tui teen cn rt him. Nhng hin nay, ti TP.HCM, ngy cng c nhiu ca hng thi trang chuyn kinh doanh qun o kt hp cc ph kin i km mang phong cch teen. Chng ti nhn thy rng y l mt th trng y tim nng nhng ng tic, cc doanh nghip thi trang trong nc dng nh khng mn mi... Teen theo phong cch ngoi Ti TP.HCM, d dng nhn thy phong cch teen cc shop thi trang, cc trung tm mua sm nh Diamond, Parkson... T duy n mc ca tui teen ch yu hnh thnh t phim nh, c th tm chia thnh nhng nhm sau: Trung Quc hin hin theo tup baby. Theo phong cch Hn Quc th chung kiu phi mu ton sur ton. Ring gu Nht Bn li th hin c tnh mnh ca ngi mc vi t p l mu sc, ph trang i km. Ngoi ra cn c phong cch hiphop, qun thng, o rng, hoc qun rn ri. Hin nay teen rt chung phong cch thi trang theo kiu hong t, cng cha, baby. Mt Harajuku, theo phong cch Nht Bn cng ang rt thnh, nhng ch vi con nh giu. D c th gy sc cho nhng bc ph huynh, nhng phi nhn nhn mt thc t l cc bn tui teen c nhu cu th hin bn thn mnh qua trang phc. Mt trong nhng shop c phong cch Hn Quc l shop YiSoBi (416 L Vn S, Q.3). Nhn vin bn hng ti y cho bit, phn ln qun o u do ng ch, 7

mt ngi Hn Quc t thit k v t may ti Hn Quc. Mi tun shop u c mu mi phc v khch rut. Thnh thong cng ly mt vi mu hng hiu nhi made in VN, nhng bn rt chm, v phn ln khch chung nhng mu l mt, khng ng hng. L ch hai shop thi trang dnh cho teen trn ng L Vn S (Q.3) v Trn Huy Liu (Q.Ph Nhun), nhp hng t nhiu ngun, ch B.N. so snh: hng Trung Quc c u th v mu m, mu sc a dng; cht liu a dng (voan, s, cotton, len,...). Trong khi , hng Hn Quc ch yu l cht liu len ch (mng, nh, mt) c a chung. Cn hng M ch yu gi rt cao, teen khng chung. Ti sao khng ly hng trong nc? Theo anh Thnh, khi t hng cng phi ly hng ch An ng (Q.5). Nhng t mu m, d ng hng, ng may qu km. Mun c hng c, phi t gia cng theo mu vi s lng nhiu, nhng gi qu cao so vi hng Trung Quc. Doanh nghip VN ch mi... ngm i tng Trong khi , thi trang trong nc dnh ring cho tui teen th tm con mt cng khng ra. Mt vi thng hiu dnh cho gii tr nh Nino Maxx, Sea fashion, Foci... th tui teen b ln trong gii tr ni chung. C l hin nay, ch c nhn hiu Molo c thit k thi trang chuyn bit cho tui teen. Ban u, Molo thit k dnh cho cc em t 13 n 20 tui. Khi nhn hiu mi ra i, cc bn tr trn 25 tui n y chim gn 50%. Nhng gi ch cn c khong 20%. iu ny cho thy, Molo c nhng thit k ng vi i tng m mnh nhm n. Mt s n v dt may trong nc cng ang ngm ngha khch hng ny, c th k nh May 10, Hanosimex... nhng xem ra h khng nhy bn bng cc nhn hiu t nhn. C th nh May 10, ang gp nhiu kh khn khi chn la cht liu,

mu sc vi theo yu cu ca teen. Nu ch khai thc loi vi hin nay m May 10 ang c, chc chn s b teen... ch v qu gi! Cha ht, d thit lp nhn hiu dnh ring cho teen l MMT, d qua ba ma Tun l thi trang c gii thiu nhng thit k c bit cho teen, d c k hoch cho ca hng s cho teen, nhng n thi im ny, MMT ch ra mu nh git v cha c shop no "xut u l din. Nh thit k Vit H u qun cho May 10, mt trong nhng nh thit k nng tnh vi i tng ny nu kin, c mi t trnh din xong l cc bn tr tm hng mua. iu ny cho thy, i tng teen d dng tip cn vi ci mi li khng qu kht khe. Teen cn mu m phong ph, gi r, cht lng khng nht thit phi tt v thay i lin tc. Nhng tiu ch ny hng Trung Quc, Hn Quc, Nht Bn u tha mn c. Theo nhn nh ca cng ty chng ti, teen l la tui i tm mt phong cch trong s tc ng ca x hi, phim nh. Cc nh thit k phi nng ng v phi hiu r tm sinh l la tui ny th mi tm c th trng cho thng hiu ca mnh. Hin nay cc thng hiu thi trang trong nc ngi i tm ci mi, ch mun khng nh mnh t nhng sn phm truyn thng. cng l l do hng ha Trung Quc, Hn Quc, Nht Bn tha h mc hu bao ca teen. Ni tm li, theo chng ti qun o tui teen l mt th trng y tim nng. Tuy nhin cc doanh nghip thi trang trong nc li cha th khai thc ht c tim nng ca th trng ny m hu ht cc th phn u ri co tay cc hng ha nhp khu t Trung Quc, Hn Quc, Nht Bn. Vi c mong em li mt ch ng, mt thng hiu Vit cht lng, cng ty chng ti tin hnh thit k v cho ra i cc mu sn phm nhm tha mn nhu cu ca teen nh ta. cng l l do m chng ti chn th trng mc tiu ny.

V/ KHM PH INSIGHT: Sau khi tm hiu v khch hng mc tiu ny, chng ti a ra insigt nh sau: S tht ngm hiu: Teen Vit rt nng ng, sng to v mun th hin phong cch ca bn thn qua trang phc. Mt khc, teen cng rt thch chi game online Audition v trang phc ca nhn vt trong game p, sng to v l mt. Teen mun mc nhng b qun o nh th. Tuy nhin, cha thc sc c mt nhn hiu qun o Vit no ra i p ng uc nhu cu ny ca teen. Nhn hiu m chng ti tung ra s l: Audition Wow !. Sn phm ca chng ti chnh l sn phm qun o thi trang dnh cho teen Vit Nam, y l dng sn phm khng c g mi l nhng ti sao chng ti cho y l mt bc t ph mi ca cng ty chng ti? V chng ti c kh nng lm mi sn phm c. Chng ti nm bt c insight ca teen chnh l h rt yu GAME ONLINE v theo kho st gn y th Audition c xem nh l game c tui teen rt chung, c n 2,5 triu ngi tham gia chi game. Audition c xem nh l Ni cm gic thng hoa, l iu nhy thin ng, l ni vui chi gii tr ca teen hin nay. Vy Audition c lin quan g n thi trang ca teen? tr li cho cu hi ny, hy cng chng ti do mt vng quanh mt shop o ca Audition nh:

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Chng ti nhn ra rng: khi chi game, teen lun phi t chn trang phc cho din vin nhy ca mnh. Do , thi trang ca Audition nh hng rt nhiu n th hiu thi trang ca teen. V th sn phm ca chng ti s gn cng vi thng hiu sn c ca Audition . Ci tn Audition Wow! chc chn s gy n tng mnh m v thu ht c teen vi sologan Hy thi trang v nng ng nh Audition Wow!.

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VI/ PHN TCH SWOT : Phn tch tnh hnh th trng cng nh thc lc ca cng ty, chng ti a ra nhng im mnh, im yu , nhng thch thc cng nh c hi ca cng ty nh sau 9 im mnh (Strength): Cng ty c nhiu kinh nghim trong lnh vc thi trang, v tim lc sn xut cng nh gia cng . i ng nhn cng c kinh nghim, sng to, i ng thit k chuyn nghip, c kh nng nm bt xu hng thi trang rt tt, nhiu nm kinh nghim lm vic Cng ty c nhiu thng hiu thi trang ni ting nh: Vera, Jockey, Jox, J.Buss, Wow, Woweco.c c s tn nhim rt cao t khch hng. Ni ring v mt hng mi tung ra ln ny , im mnh chng ti c c chnh l s kt hp hai thng hiu ln nn d dng c c khch hng Cng ty hin c knh phn phi nhiu ni nh :thnh ph H Ch Minh, H Ni, Nng v cng thun tin cho chin lc tung sn phm ln ny . 9 im yu ( Weakness) : y l dng sn phm u tin cng ty nhm n phong cch thi trang d hi, thi trang do ph cho tui teen th s c rt nhiu b ng. Trong khi cng vic ny i hi cn phi s sng to lin tc, to ra mt p lc mi rt ln cho i ng thit k v sn xut. Trong nhng nm qua, cng tc marketing ca cng ty cha thc s thnh cng. Do , y l mt im yu cn phi ci thin nu mun c mt chng trnh tung sn phm thnh cng. Do sn phm ny phi kt hp vi cng ty VTC l n v pht hnh Audition. V vy, cng ty s b th ng trong khu thit k mu m v s dng thng hiu Audition nu cha k hp ng quy nh bn quyn. Cng tc marketing cng s ph thuc rt nhiu vo VTC do chng trnh

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tung sn phm ln ny s gn kt cht ch vi Audition thng qua Audition s mang thng hiu Audition Wow! n vi teen. 9 C hi ( Opportunity) : y l sn phm mi vi tng to bo, cng ty s c li th l ngi i u trong lnh vc y tim nng ny. Theo kho st trn th trng hin nay th phn khc qun o d hi, do ph dnh cho teen cha c thng hiu no thc s ni ting teen c th tht tin tng v cht lng cng nh p ng th hiu thay i vi tc chng mt ca teen. Hy vng vi sn phm Audition Wow! s tr thnh thng hiu ni ting dnh cho teen. Audition l game c yu thch khng nhng ch Vit Nam m cn l game c yu thch rt nhiu nc nh Nht Bn, Trung Quc, Hn Quc y l nhng th trng y ha hn, nn c hi xm nhp th trng nc ngoi ca cng ty trong di hn l rt cao. 9 Thch thc ( Threat ): Hin nay th trng qun o dnh cho tui teen ang thc s si ng, c rt nhiu i th t hng ngoi nhp cng nh cc nh sn xut hng nh l trong nc. Ngoi ra, cng c nhng nh sn xut nh sn xut ang tin hnh kinh doanh sn phm tng t d h cha c c bn quyn v thit k cng nh thng hiu. Gi c trn th trng hin nay rt a dng, hng gi hng nhi trn th trng ra i rt nhanh vi gi rt r, y cng l mt thch thc rt ln i vi cng ty khi i kinh doanh sn phm ny. VII/ MC TIU 1. Mc Tiu Chung

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y l dng sn phm mi ca cng ty, nn chng ti t ra mc tiu nh sau: chim c 30% th phn ca mt hng ny trong 1 nm u v m rng th phn ln 50% trong 3 nm tip theo. 2. Mc Tiu C Th Ngn hn (khong 1 nm) - To dng v gia tng s nhn bit thng hiu trong phn khc th trng tui teen t 0% ln 50% trong nm u tung sn phm. - t c mc cao v s hi lng ca khch hng, khong 95% s khch hng mc tiu. - Trong 3 thng u tin tung sn phm ch gip teen nhn bit thng hiu, v ra mc tiu bn c 50 sn phm mi tun trong 3 thng tip theo ca chin dch. - Tin hnh thit k v tung mi sn phm trong mi 3 thng lm mi dng sn phm - Bt u hnh thnh khch hng thn thuc, khong 20% trong nm u tin - Gia tng 5-10% th phn trong phn khc mi nm. Di hn (4 nmtip theo) - Tr thnh thng hiu s mt trn th trng vo nm 5 vi mc bao ph trn khp c nc. - Xy dng s nhn bit qung co mnh m v sn phm trong 2 nm ti. - Ginh c 20% khch hng ca i th cnh tranh vo Nm 4. VII/ CHIN LC MARKETING: 1. Chin lc cnh tranh ca cng ty: Sau khi phn tch nhng im yu cng nh im mnh ca cng ty, chng ti xin a ra chin lc cnh tranh nh sau : a. Tp trung vo th trng hp: phn khc dnh cho tui teen, trong thi gian u tp trung vo cc thnh ph ln nh thnh ph H Ch Minh, H Ni, Nng, trong di hn s tp trung vo th trng ca cc thnh ph nh, phn u bao ph l c nc. Xa hn l thm nhp th trng nc 14

ngoi khi th phn trong nc n nh v khng nh c ch ng vng chc. b. To s c o, thi trang khc l mang phong cch khc bit so vi dng sn phm ca cc i th. c. L ngi tin phong trong vic xy dng thng hiu thi trang c sc, ni ting dnh ring cho tui teen. 2. nh v sn phm : Nhn v tnh cch nhn: V tr cnh tranh: i tng nhm n: Thi trang Audition Wow Sn phm thi trang La tui t 13 n 20 , l lun mi , hp thi dnh mang phong cch snh la tui yu thch thi ring cho tui teen iu cao cp v bnh trang theo xu hng thi dn gn gi vi teen Insight: Li ch ca nhn: trang o . L do duy nht:

Yu thch Gameonline , yu Vi Audition Wow Audition Wow l sn thch Audition v thi trang s lun mang li cho phm thi trang duy nht trong game nh hng rt teen mt cm gic hi thu hiu tm l thi ln n th hiu la chn lng, th hin s nng trang trang phc thn.. ca teen Thi ng v c tnh ca bn trang Audition l thi trang ca teen

3. Marketing hn hp : Chin lc sn phm: Sn phm s mang nhng nt c o ph hp vi phong cch ca teen: nng ng, ph cch . Trang phc do ph v d hi s c thit k da vo thi trang ca Audtion ng thi cng ty s kt hp vi VTC thit k thm nhiu mu 15

hng mi a dng phong ph hn, gn vi th gii thc ca teen hn ch khng ch huyn o nh th gii ca game, t nhng mu m mi ny cng ty s ch ng sn xut ra nhng mu thi trang mi, khi va mi xut hin trn giao din ca Audition th trn nhng shop ca cng ty sn sng phc v teen. Nh vy cng ty s rt ch ng trong vic sn xut cng nh chun b v cng tc qung b nhng sn phm mi n vi teen . V cht lng vi: sn phm thi trang ca cng ty trc y c nhiu danh ting do cht lng sn xut cng nh cht lng vi chn la phi phong ph a dng v tt ngy cng nng cao uy tn cng nh thng hiu ca sn phm . V nhn hiu: s dng danh ting sn c ca cng ty cng nh thng hiu Audition to nn s thu ht gii teen bng ci tn Audition Wow!, mc tiu xy dng mt thng hiu thi trang tui teen ni ting, i tin phong trong ngnh v phn khc ny . Cng ty s rt linh ng trong vic thit k thi trang ph hp vi tng ma, tng thi tit kh hu thch hp vi tng vng min, tm hiu k lng v kh hu c c nhng trang phc ph hp nht. Chin lc gi : V gi ca sn phm s theo chin lc gi hn hp sn phm c th p ng c nhu cu ca teen trn ton nc ta. Mc gi dao ng s l t 80.000 200.000 ty loi Ti cc thnh ph ln s tp trung v i mi mu m, kiu cch ch trng cc ph kin km theo trang phc do sn phm s c bn vi gi cao, i vi cc thnh ph nh th sn phm cng p nhng n gin gi ti cc thnh ph ny ph hp vi mc chi tiu ca teen y.

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Chin lc phn phi : Hin nay h thng phn phi ca cng ty ang c chia thnh ba khi chnh: khi ca hng trc thuc cng ty, khi bn hng trc tip, khi bn hng gin tip. V i vi sn phm mi ny, vic c sn knh phn phi nh th l mt li th v cng ln ca cng ty cng nh cho chin dch tung Audition Wow! ln ny. V khi ca hng trc thuc cng ty: cng ty c gn 100 ca hng v hng trm i l ti cc thnh ph ln nh H Ni, TP H Ch Minh, Hi Phng, Nng... y qu l mt li th v cng to ln ca cng ty. Trong t tung sn phm u tin th sn phm mi s hng lot c tung ra ti cc thnh ph ln s gy c ting vang mnh m trong ngnh cng nh s to ra c cn lc Audition Wow! cun ht mi tui teen. V y chnh l knh phn phi chnh m chng ti nhm ti. V khi bn hng trc tip: khi bn hng trc tip ca cng ty tp trung vo cc siu th v ch bn mt s mt hng ring bit trnh tnh trng cnh tranh gi vi nhng ca hng chnh ca cng ty hoc ca cc i l bn ngoi. V khi bn hng gin tip: bao gm nhiu h thng khc nhau nh cc quy trong ch, ca hng bch ha, ca hng thi trang... v c phn ra lm nhiu nhm nh v chnh sch h tr cho mi nhm c s khc nhau. i vi cc quy trong ch, do din tch nh hp, kh c th trang tr, nn cng ty h tr mt phn chi ph trng by. Cc ca hng ln, nhng ca hng trng im th cng ty c nhng chnh sch h tr c bit v tip th, lm bng hiu, quy, t trng by. Chin lc truyn thng : 17

 i tng truyn thng: l gii tr la tui t 13 n hai mi Thng ip truyn thng: Hy thi trang v nng ng nh Audition Wow! La chn cng c truyn thng: 1. Mng Internet : C th ni hin nay Internet l cng c truyn thng rt ph bin, c bit sn phm mi ln ny c bn gn chc vi mng Internet, do vy y l knh truyn thng khng th thiu c trong chin lc Marketing ln ny. Cng ty s kt hp vi cng ty VTC a logo ca Audition Wow ln trn trang phc trong cc shop o ti ni m hng ngy teen s tm kim trang phc cho cc nhn vt ca mnh, khi la chn v yu thch thi trang ca shop o Audition th cng chnh l lc Teen yu mn Audition Wow!. 2. Knh truyn hnh :

Trn y chnh l biu tng ca chng trnh Audition TV. y l mt thun li rt ln cho sn phm Audition Wow ca cng ty, ti chng trnh ny cng ty s kt hp vi VTC tin hnh qung b thng hiu mt cch rng ri n cng ng teen. VTC cang ch trng n vic

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qung b v nng cao cht lng game th thng hiu thi trang Audition Wow cng ngy mt nh v c ch ng trong th h tui teen ngy nay. 3 . Knh bo v tp ch :

y l mt knh quan trng sn phm n gn vi tui teen cc bo v tp ch c la chn trong chin lc ln ny l: Mc Tm, Hoa Hc Tr, Tip Th V Gia nh l nhng bo m c teen yu chung hin nay. 4 . Truyn thng qua nhng hot ng thc t cng VTC:

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VTC c rt nhiu hot ng nh nhm qung b cho Audition, do cng ty s kt hp cng VTC h tr, ti tr thng hiu Audition Wow! lun i cng, gn lin vi mi cuc thi, trnh din lin quan n Audition. Nh vy Audition Wow! s ngy mt ni ting trong th gii o ca game v ngy cng thu ht quan tm ca cc bn tr ti th trng trong nc cng nh nc ngoi trong th gii thc. VIII/ T CHC THC HIN: 1/ K hoch hot ng: (trong nm u tin) Qu 1 Thng Chin dch 1 2 3 4 teen Hy thi trang v nng ng nh Audition Wow! Qung co Tin hnh qung co trn Tip tc qung co nhng gim s ln Tin hnh qung TV, internet, vit bo qung co trn bo Hoa hc tr Nghin th trng PR, t chc s kin T chc cc tr chi hc Ti tr cho cuc thi miss audition, v ng nhm to ra khch chng trnh ting ca hc ng hng thn thuc, v khch hng mi Phn phi - Gii thiu thi6ng qua - Tung sn phm vo siu th, M rng knh phn phi cc ca hng sn c - Thnh lp ca hng ring bit cc ca hng ln ch xung cc tnh, thnh ph ln cn nh: Vng Tu, Bin Ha cu Thit k v tung ra mu sn phm mi xung cn 3pht/ln Lm qung co cho cc sn phm mi co sn phm mi thng qua cc cuc thi Qu 2 5 6 7 Sn chi ca Qu 3 8 9 10 Qu 4 11 12

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2/ c tnh chi ph: HOT NG Qung co chng trnh, PR Nghin cu th trng v 400 pht trin sn phm Hot ng bn hng, h 800 tr phn phi TNG CNG 3000 100% 26.7% 13.3% C TNH CHI PH (triu VN) 1100 Cc hot ng ti tr 700 T L (%) 36.7% 23.3%

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