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GVHD: Th.

s INH TIN MINH CHUYN TT NGHIP

SVTH: NG THU THY Lp: Marketing 1 K32

LI M U
Ti Vit Nam, th trng nc ng chai l mt th trng rt nng ng v c nhu cu ln, trong chim th phn cao nht l hai thng hiu Lavie v Aquaina. Mc d ang dn u th trng, th nhng s theo ui st sao v nhng hot ng truyn thng rm r m Aquaina ang thc hin khin Lavie i mt vi thch thc ln trong vic gi vng v th v th phn ca mnh trn th trng. c bit, trong nm 2008-2009, s xut hin v tng trng mt cch chng mt ca i th gin tip l Tr Xanh khng khng ng vi thng ip thc ung khng ng nhng tt hn nc tinh khit trc tip nh vo v th hin c ca Aquaina v Lavie. Trong nm 2009, Lavie thc hin chin dch qung co Nng tin c v vn Eden nhm lm mi v nhc nh cho thng hiu ca mnh, tng kh nng nhn bit Lavie l nc khong thin nhin tinh khit v b dng nht hin nay. Tuy nhin, chin dch cha mnh m xy dng s nhn bit ny trong khi i th Aquaina thnh cng trong vic xy dng hnh nh tr trung, sang trng v nht qun vi thng ip V ngon ca s tinh khit ngay t khi mi xut hin. V th, to s nhn thc bn vng cho thng hiu Lavie trong di hn, chin dch truyn thng v v c xc tin nhm h tr cho chin dch nu trn khng ch thng qua hnh nh m cn th hin nhng thng ip r rng, mnh m v xuyn sut nhm xy dng nhn thc ca ngi tiu dng v thng hiu Lavie, loi nc khong thin nhin an ton, tt cho sc khe, em n v ngon mt lnh khi thng thc. C c hi c trc tip tham gia d n ngay t u, ng thi nhm cng c l thuyt v hoch nh chin lc truyn thng cng nh nm r quy trnh hoch nh mt chin lc truyn thng trong thc t. y l nhng l do khin em quyt nh chn ti: Hoch nh chin lc

truyn thng Above the lne (ATL) v v cho thng hiu Lave Mc tiu ca ti ny gm:
v' Nm r qui trnh hoch nh mt chin lc truyn thng ATL cho mt thng hiu c th trong thc t.

S Tm hiu v th trng nc ng chai ti Vit Nam v nghin cu thi , nhn thc ca


ngi tiu dng v thng hiu Lavie.

GVHD: Th. s INH TIN MINH CHUYN TT NGHIP

SVTH: NG THU THY Lp: Marketing 1 K32

S Xy dng nhn thc v v ca nc khong Lavie cho ngi tiu dng. s xut nhng bin php nhm tng mc nhn bit v v v cc gi tr ct li ca thng
hiu Lavie trong chin dch ny.

Phng php thc hin: Nghin cu ti bn: thu thp thng tin th cp t ti liu chuyn ngnh, Internet, ti liu t
cng ty, trao i v ly kin, kinh nghim t cc anh ch cng ty trong qu trnh lm vic...

Nghin cu nh lng: bng bng cu hi, thc hin bng cch phng vn c nhn s Ni duns: Thi v nhn thc ca ngi tiu dng v nc khong thin nhin Lavie. S Khu vc kho st: tim tp ha 301 in Bin Ph phng 7, qun 3; xe bn nc trc
cng c s B i hc Kinh t TP.HCM, siu th Coopmart Nguyn nh Chiu.

S i tne: nhng ngi mua nc ng chai ti cc khu vc trn. S Mu: 50 Hn ch ca ti: S Chin dch c tung ra vo gia thng 5, khng c c hi o lng hiu qu ca chin
lc sau khi c tung ra m ch c th xy dng cc tiu ch nh gi hiu qu.

S Hn ch v kin thc, kinh nghim v tm nhn ca sinh vin nn ni dung bi vit c th


cha su sc v phn xut c th cha hon ton hp l v hiu qu.

GVHD: Th. s INH TIN MINH CHUYN TT NGHIP CHNG 1: C S L LUN 1.1. L lun c bn v Above the line- ATL: 1.1.1. Khi
TV Radio Bo ch Internet Ngoi tri Plum nh Quan h cng chng (PR)
0

SVTH: NG THU THY Lp: Marketing 1 K32

nim Above the line- ATL:

1 TRUYEN
1 11

THI TIP TH thng hiu Markptno communication)

Kch hot

Di
Tip th ti im bn (Brand activation) (Trade marketing)

ng Danh b

Hnh 1.1. S chin lc truyn thng tip th 360 (Ngun: Gio trnh mn Qung co, trng i hc Kinh t TP.HCM, Hunh Phc Ngha, 2009)
Qung co l bt c loi hnh no ca s hin din khng trc tip ca sn phm, dch v hay t tng hnh ng m ngi qung co phi tr tin c nhn bit (Theo Hip hi

Marketng M).
Qung co qua cc knh ATL l quy trnh truyn thng vi mc tiu l nhm cung cp thng tin sn phm, dch v n khch hng mc tiu v cng chng thng qua cc knh truyn thng i chng: truyn hnh, radio, bo ch, Internet, phim nh... Tm li, ATL bao gm: Xy dng mt thng ip v sn phm v dch v

S dng knh truyn thng i chng truyn ti thng ip n i tng ngi tiu dng
v khch hng mc tiu Nhm thc y mua v s dng sn phm- dch v Tr tin thc hin cc chng trnh qung co

GVHD: Th. s INH TIN MINH CHUYN TT NGHIP

SVTH: NG THU THY Lp: Marketing 1 K32

1.1.2. Cc knh truyn thng TL v u nhc im ca tng knh: Knh u im Nhc im Truyn hnh - C th tip cn mi loi i - Kh nng chn lc i tng tng mc tiu nhng vo tng mc tiu km. thi im v knh khc nhau. - D gy phn tc dng mnh m - Ket hp tt gia m thanh v nu gy n tng xu. hnh nh, d lin tng v gy n - D b b qu nu nhm chn, tng. - Phm vi rng, tn sut cao. Radio - i tng mc tiu c chn lc tng i tt. - Phm vi rng. - Chi ph thp. Bo ch - Chn lc i tng mc tiu tt, - Kh kim sot cht lng hnh gn b vi c gi trong thi gian nh, mu sc i vi nht bo. di. - Linh ng thi gian. - Tn sut cao i vi nht bo. - Chi ph tng i, mc tin cy cao. Internet - Kh nng chn lc i tng - Mc tin cy khng cao. mc tiu tng i tt. - D tip cn i tng tr. - Kh nng tng tc a chiu cao. - Tn sut cc cao, phm vi rng, mc lan to nhanh. - Thng tin d b sai lch, kh kim sot. - Tun sut thp i vi tp ch. thiu n tng. - D gy s ch , c tnh hp dn. - Thi gian qung co ngn, chi ph cao. - Ch nh vo thnh gic. - t gy ch .

GVHD: Th. s INH TIN MINH CHUYN TT NGHIP - Chi ph tng i. Ngoi tri - Linh ng. qung co. Phim nh

SVTH: NG THU THY Lp: Marketing 1 K32

- Kh nng chn lc i tng - Hn ch sng to. - B chi phi v vn m quan.

- t chu p lc cnh tranh v mc tiu km.

- Chn lc i tng mc tiu tt. - D b b qua nu b phim khng - D gy n tng, to tro lu, thnh cng. thc y cc fan hm m mua v - Kh gy n tng nu nh trung thnh vi sn phm nu b khng phi thng hiu tn tui. phim thnh cng. - Thi gian qung co ngn, chi ph cao.

Di ng

- Tip cn cc tt vi i tng tr - Mc tin cy thp. tui. i tng ring l. - Mc lan ta nhanh. - Chi ph tng i. - D b b qua. - C kh nng tip cn vi tng - Hn ch v c s h tng.

Danh ba

- Ph hp vi sn phm/ dch v - Hn ch tip cn khch hng c chu k mua sm di hoc cc tim nng. sn phm cng nghip. - Km hp dn. - Thch hp vi i tng khch - Khng gy n tng, km thu hng mc tiu c hiu bit v ht s ch . sn phm/ dch v nhng cha la chn c nh cung cp. - Chi ph thp.

Bng 1.1. u nhc m ca cc knh truyn thng ATL (Ngun: tng hp t sch Marketng cn bn , nhm tc gi khoa Thng mi- Du lch, trng i hc Kinh t TP.HCM, NXB Lao ng, 2007 v Advertising: principle and practice (Qung co: l thuyt v thc tin), John Burnett-

GVHD: Th. s INH TIN MINH CHUYN TT NGHIP

SVTH: NG THU THY Lp: Marketing 1 K32

Sandra Moriarty- William D. Wells, NXB Prentice Hall International, 2000) 1.1.3. Phn btATL v BTLI: ATL i tng Muc ch BTL

Hng ti nhm khch hng mc tiu Hng ti nhm khch hng mc ln cng chng. tiu c th hn. Xy dng s nhn bit v khuych To ra lng trung thnh ca khch trng thng hiu thng qua vic to hng bng cch cho khch hng c ra cc gi tr cm tnh v ch v hi ti nghim, tng tc trc tip tnh cch ca thng hiu. vi khch hng, thc y h tm hiu v s dng sn phm.

Tnh tng Rt thp, thng tin thng mang tnh Kh cao, thng tin a chiu mang tc mt chiu t doanh nghip n ngi tnh kt ni v to s tng tc cao. tiu dng. o lng kt o lng c tng i chnh xc v o lng c tng i chnh xc qu y . Tuy nhin mt s knh truyn v y . thng kh o lng hiu qu nh qung co ngoi tri... Hot ng Ch yu s dng cc phng tin t s dng cc phng tin truyn truyn thng i chng. thng i chng.

Bng 1.2. S khc nhau gia TL v BTL (Ngun: Integrated Marketing Communication (Truyn thng tip th tng lc), George E. Belch- Michael A. Belch, NXB McGraw-Hill Higher Education, 2008)

Below the line- BTL: l nhng hot ng xc tin khng s dng cng c truyn

thng i chng m thit lp mi quan h trc tip (face to face) gia nhng ngi lm Marketing vi ngi tiu dng. BTL bao gm 3 hot ng chnh sau: quan h cng chng, kch hot thng hiu (pht mu th, t chc s kin, roadshow...) v tip th ti im bn (pht mu th, trng by hng ho...) .

GVHD: Th.S INH TIN MINH CHUYN TT NGHIP 1.2. Quy trnh xy dng mt chin lc truyn thng ATL:
Phn tichtlu trng i tirng truyn ting Mc tiu truyn tliiig Chi php tnvn thng

SVTH: NG THU THY Lp: Marketing 1 K32

I I I

I
Hocli c1jIl biu thi gian truyn thng

nh gi hiu^i travn tlins

Hnh 1.2. Quy trnh 7 bc ca mt chin lc truyn thng ATL (Ngun: Integrated Marketing Communication (Truyn thng tip th tng lc), George E. Belch- Mchael A. Belch, NXB McGraw-Hill Higher Education, 2008) 1.2.1. Phn tch th trng:
Phn tch sn phm/dch v ca cng ty:

Khi qut thng hiu: Tm tt lch s ca doanh nghip v s pht trin ca thng
hiu c mt ci nhn tng qut, nm c cc gi tr ct li v cm tnh v l tnh cng nh nh hng pht trin ca thng hiu v doanh nghip. Phn tch sn phm/dch

v: phn tch i tng mc tiu, v th, cc im mnh v im yu hin nay ca thng


hiu trn th trng, khi qut v nh gi s b cc hot ng truyn thng v ang c thc hin.

Phn tch i th cnh tranh:

Ngi lm qung co cn c mt ci nhn tng qut v tnh hnh th trng, nghin cu nhng din bin chung nh xu hng tiu dng v c bit l nhng hot ng truyn thng ca i th cnh tranh t thy c v th ca sn phm/dch v

GVHD: Th.s INH TIN MINH CHUYN TT NGHIP

SVTH:NG THU THY Lp: Marketing 1 K32

trn th trng v a ra nhng phng n hiu qu, ph hp cng nh cn i vi ngun kinh ph c a ra. Phi xc nh c nhng i th cnh tranh trc tip ca sn phm/dch v lm qung co v theo di thng xuyn nhng hot ng truyn thng ca h. Nhng thng tin ny thng c cung cp t nhiu ngun khc nhau nhng ch yu l t b phn Marketing v bn hng cu doanh nghip mun lm qung co cung cp, ngi lm qung co t i kho st th trng hoc thu hn mt bn th ba l cc cng ty nghin cu th trng thc hin.

1.2.2. i tng truyn thng:


Hnh nh ca i tng truyn thng mc tiu phi c lm r nt trong phn ny. y l i tng m qung co s gy tc ng v thuyt phc h nhm t c nhng mc tiu ra cho chin lc. Xy dng chn dung i tng truyn thng mc tiu bao gm cc yu t nhn khu hc ln yu t tm l.v nhng knh truyn thng m h thng hay tip xc. Cc yu t nhn khu hc bao gm tui, gii tnh, hc vn, thu nhp, ngh nghip ... Cc yu t tm l bao gm: tnh cch, s thch, phong cch sng, quan nim, thi v mt vn ...

1.2.3. Mc tiu truyn thng: Mc tiu truyn thng: thng thng c mt s mc tiu truyn thng ph bin nh sau:

To s nhn bit Duy tr hnh nh Cung cp thng tin mi Thuyt phc th/mua Ti s dng/mua Thay i thi

Mc tiu Marketing: ngoi mc tiu truyn thng, xc nh li mc tiu marketing nhm


khng nh mi quan h cht ch gia vic bn hng v tng tc vi i tng mc tiu trnh nhng trng hp truyn thng i ra khi mc tiu bn hng, cho d l gin tip hay trc tip; n gin hn, trnh tnh hung truyn thng t hiu qu cao nhng khng gip tng doanh s bn.

GVHD: Th.s INH TIN MINH CHUYN TT NGHIP 1.2.4. Phn tch cc knh truyn thng:
Phn tch u- nhc cc knh:

SVTH:NG THU THY Lp: Marketing 1 K32

Bit c cc im mnh yu ca tng loi knh truyn thng v so snh chng vi c im ca i tng v mc tiu truyn thng s gip to hiu qu trong vic phn b ngun lc vo loi knh truyn thng ph hp. Ngy nay, vi s lng cc chng loi knh truyn thng ngy cng nhiu v phc tp hn i hi phi c nhng chuyn vin trong ngnh mi c th nm vng c s lng v c tnh ca cc loi knh truyn thng khc nhau, t hoch nh k hoch truyn thng hp l v hi qu hn. Nhng chuyn vin ny n t cc cng ty t vn v mua bn knh truyn thng.

Cn i chi ph - hiu qu :

Sau khi phn tch cc knh truyn thng, cn xc nh nhng phng thc tip cn vi i tng mc tiu mt cch hiu qu nht bng nhng chn la nhm knh tng tc c chi ph hp l t c mc tiu ra. Ngi lp k hoch truyn thng phi chn c nhng knh c kh nng tip cn c vi khch hng mc tiu vi tn sut cao nht v vi chi ph ti thiu.

1.2.5. Gii php truyn thng: K hoch truyn thng: y l giai on chn ra cc knh truyn thng thch hp c s
dng cho chin lc.

Ke hoch sng to: Lc ny, ngi lm qung co s da vo nhng yu cu bn bc,


tho lun cc bc trn (bi cnh, mc tiu, i tng...) thc hin cng vic thit k. Cc thnh qu sng to cn p ng nhng yu cu sau:

Mc tiu truyn thng l g? Qung co ny ni chuyn vi ai? Mong i tim n ca i tng mc tiu l g? Sn phm nh v nh th no? Chc nng v li ch sn phm ny l g? Tnh cch thng hiu ny l g?

GVHD: Th.s INH TIN MINH CHUYN TT NGHIP

SVTH:NG THU THY Lp: Marketing 1 K32

Nu ch nh mt iu v qung co ny th l iu g? Ta mun khch hng hnh ng g sau khi xem qung co ny? Phong cch trnh by v ging vn nh th no?

Trong sng to, cch th hin ca thng ip cho d c o hoc t ph th no chng na cng phi bm st c mc tiu v i tng truyn thng ca chin lc nh sn. Mi sng to chuyn ch thng ip u da trn mt thng ip nh v ct li din t c thng hiu s em n li ch g, cho ai v nh th no. y l mt vic ht sc chi tit i hi s phi hp nhp nhng gia nhng ngi th hin hnh nh nh thit k, nhip nh, quay phim cng vi nhng ngi xy dng tng v ngn t cho ra mt tc phm hp dn. y cng l lc cc yu t th hin thng hiu c xy dng nh tn gi, logo, nhc hiu, khu hiu v mu m c xy dng.

Cc hot ng BTL phi hp (khi qut): Mt chin dch qung co tng lc s c s


tham gia ca rt nhiu bn, m nhn nhng phn khc nhau ca chin dch, nh l mt bn thc hin cc hot ng nghin cu th trng, mt bn ph trch cc hot ng ATL, mt bn na chuyn v cc hot ng BTL v mt bn khc s hoch nh biu thi gian cng nh mua cc v tr, thi gian chy qung co trn cc knh truyn thng... Rt t cng ty qung co nhn lm trn gi hoc nu c, cng ty s lm di hnh thc gip nh qung co thu cc cng ty khc m nhn cc phn chuyn bit m nh qung co khng phi t tm v lin h trc tip. Do , m bo cng vic ca cc bn thng nht vi chin dch chung, i hi trong qu trnh tho lun cc bc u phi c s tham gia ca tt c nm r v thng nht yu cu, mc tiu ca chin dch. Sau , khi n bc ny- bc thc hin cc cng vic c thcc bn phi chia s ni dung, tng ca cng vic m bo hng i ca tng bn nht qun vi mc tiu chung hoc c s bn bc, sa i cho thng nht.

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GVHD: Th.s INH TIN MINH CHUYN TT NGHIP

SVTH: NG IHU THY Lp: Marketing 1 K32

1.2.6. Hoch nh biu thi gian truyn thng: bc ny, cn th hin mt cch
chi tit v r rng k hoch truyn thng sao cho vic theo di, nh gi c d dng. Mt biu thi gian truyn thng cn c y cc yu t nh bng Su:

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GVHD: Th.s INH TIN MINH SVTH: NG THU THY CHUYN TT NGHIP Lp: Marketing 1 K32

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GVHD: Th.s INH TIN MINH CHUYN TT NGHIP

SVTH:NG THU THY Lp: Marketing 1 K32

1.2.7. nh gi hiu qu chin lc truyn thng: Hiu qu s dng knh truyn thng: thng xuyn c theo di v nh gi qua
cc ch s thng dng nh:

Bo v tp ch: s t pht hnh/ k, ch s Cover (ch s c hi nhn thy mu


qung co hay s ln m trang cha mu qung co nhng cha chc xem), ch s Cover % (ch s t l trung bnh mt ngi c c hi nhn thy mu qung co)...

Radio: lng thnh gi/knh, chng trnh; tng s ngi nghe ti mt thi im... Qung co ngoi tri: lng ngi lu thng ti mt ng t, con ng trong mt
ngy, mt thi im...

Phim nh: s lng a pht hnh, s rp chiu phim , s pht xut hin trong
phim...

Internet: Pageview (s ln mt trang c xem), Impression (c hi nhn thy mu


qung co hay s ln m trang t qung co nhng cha chc xem hay nhp chut vo mu qung co), Click (s ln nhp chut vo qung co)...

Truyn hnh: OTS- opportunity to see (c hi nhn thy mu qung co), Rating
(tng s c hi nhn thy mu qung co), Reach (c hi nhn thy mu qung co t nht mt ln)... Nhng ch s ny bt buc phi nh n bn th ba l cc cng ty t vn v mua bn knh truyn thng hoc cc cng ty nghin cu th trng thc hin do h c cc phng php chuyn mn v phng tin k thut c th theo di v thu thp nhng d liu ny.

Hiu qu truyn thng v Marketing: ngoi doanh s bn, th phn, li nhun, tc


tng trng...hiu qu ca mt chin lc truyn thng cn c o da trn mc tiu truyn thng ra nh o mc nhn bit, mc ti s dng/mua, mc thay i thi /hnh vi... bng cch xy dng nhng tiu ch nh:

> C bao nhiu ngi bit n sn phm/dch v X? > C bao nhiu ngi bit rng X l sn phm... ? > C bao nhiu ngi dng th sn phm X? > C bao nhiu ngi chuyn sang dng sn phm X?

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GVHD: Th.s INH TIN MINH CHUYN TT NGHIP > Ngi tiu dng ngh g v sn phm X?

SVTH:NG THU THY Lp: Marketing 1 K32

> Ngi tiu dng nh g sau khi xem qung co ca sn phm X? > ...

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CHNG 2: PHN TCH HOT NG HOCH NH CHIN LC TRUYN THNG ATL V V CHO THNG HIU LAVIE 2.1. Khi qut v cng t qung co Publcs Vt Nam: 2.1.1. Thng tin chung:
Tn doanh nghip: Cng ty Lin doanh trch nhim hu hn Saatchi & Saatchi Vit Nam Tn ting Anh: Saatchi & Saatchi Joint Venture (Vietnam) LTD. a ch: 03 Phan Vn t, Ql, TP.HCM in thoi: (08) 38 241207

PUBLICIS
Hnh 2.1. Logo cng ty Pblicis (Ngun: phng Dch v khch hng, Publcs Vit Nam)

Fax: (08) 38 241 208

Website: www.publicisapac.com

2.1.2. Lch s hnh thnh v pht trin: 1962: Publicis c thnh lp bi ng Marcel Bleustein-Blanchet ti Paris, sau nhanh
chng pht trin t mt cng ty qung co a phng nh b tr thnh mt tp on ln mnh c mng l khp ton cu trong mt th gian ngn. Hin nay, Publcs l tp on truyn thng ln th 4 cng nh l tp on t vn v mua phng tin truyn thng ln th 2 th gii hot ng ti 104 quc gia khp nm chu vi gn 40 000 nhn vin. Publicis ban u ch c cc khch hng t Php v chu u, y l nhng khch hng mun thit lp mng li knh doanh ton chu u v kh h ln mnh, Publicis cng ln mnh theo, tip tc u t vo nhng th trng khc ni m khch hng cn dch v ca Publcs. u thp nin 1990, khi nn kinh t th trng bt u khi sc ko theo cc cng ty a quc gia du nhp vo Vit Nam nh PepsiCo, Coca Cola, P&G, Unilever, Nestle ... phn ln trong s l cc khch hng ton cu c Publicis nh Ola, Safeguard (P&G), Coca Cola, Nestle...

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Do , 1995: Lin doanh Saatchi & Saatchi Vit Nam, thuc tp on Publicis, c thnh lp ti Vit Nam, tip tc hp tc vi cc khch hng ca Saatchi & Saatchi ln Publicis ti th trng ny. Tuy nhin, trong qu trnh lm vic c nhng vng mc v mu thun, tiu biu nh : Saatchi& Saatchi l i tc ton cu ca Mead Johnson, Publicis l i tc ca Nestle, 2 khch hng ny l i th cnh tranh trc tip ca nhau; tng t vi SaatchiJolibee v Publicis-KFC; Saatchi- Vinaphone v Publicis- Beeline... vn ny thi thc cn c s tch bch r rng gia hai cng ty nhm gip gung my hot ng c linh hot, trnh s chng cho v mu thun. 2004: Vi l do trn, Publicis Vit Nam c thnh lp, l cng ty con trc thuc Lin doanh trch nhim hu hn Saatchi & Saatchi Vit Nam. Cng lm vic di mt tr s, s dng cng giy php kinh doanh di tn Saatchi & Saatchi nhng mi bn phc v khch hng ring ca mnh. Vi 15 nm hot ng ti Vit Nam, Saatchi & Saatchi- Publicis t c nhng thnh tu to ln. Ngoi li th sn c t mng li khch hng ton cu, Saatchi & SaatchiPublicis khng ngng m rng bng vic hp tc thnh cng vi cc khch hng a phng tn tui nh PV Oil, Tn ng , Tn Hip Pht, Kinh ... Nhng thnh tu quan trng nht m cng ty t c: 2002-2003: trong Lin hoan Qung co Cannes Lion, c v nh Oscar cho ngnh qung co, lin tc xp trong top 10 cng ty qung co c thnh tch sng to n tng nht tron g 3 nm lin t 2000-2003. 2006: ginh Gii S t Vng ti Lin hoan Qung co Cannes Lion. 2007: ginh Gii S t ng ti Lin hoan Qung co Cannes Lion. 2008: ginh gii ng ti Lin hoan Qung co Clio.

2.1.3. Lnh vc hot ng:


Publicis Vit Nam l cng ty qung co trn gi nhng c bit chuyn v cc dch v ATL, c th chuyn cung cp cc dch v sau: Hoch nh chin lc

Dch v khch hng

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Dch v sng to (qung co truyn hnh, bo, ngoi tri...) Hoch nh truyn thng.
Ngoi ra, Publicis cn cung cp cho khch hng cc dch v BTL v thit k bao b.

2.1.4. C cu cng ty v chc nng mi phng ban:


Mng li hot ng ca tp on Publicis trn th gii bao gm:

Qung co: thng qua 3 mng li qung co t tr ton cu :Leo Bumett, Publicis,
Saatchi & Saatchi cng 2 mng li: Fallon Worldwide v s hu 49% c phn ca Bartle Bogle Hegarty.

T vn v mua knh truyn thng: thng qua 2 mng li ton cu l


ZenithOptimedia v StarcomMediaVest. Ti Vit Nam, Lin doanh Saatchi & Saatchi thuc tp on Publicis bao gm 4 cng ty con:

Saatchi v Publicis: cng ty qung co trn gi, c bit chuyn v cc dch v


ATL

PGM: cng ty t vn v mua phng tin truyn thng (gm 3 b phn


ZenithMedia, OptiMedia, StarcomMediaVest)

Venus: PR v event

Hnh 2.2. S c cu t chc ca Lin Doanh Saatchi & Saatchi Vit Nam v cng ty Publicis Vit Nam (Ngun: phng Dch v khch hng, Publicis Vit Nam)

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Nhn vo s trn, cc cng ty con ca Lin doanh Saatchi & Saatchi Vit Nam cng hot ng mt tr s, tuy nhin ch c phng Dch v khch hng ca mi cng ty l ring bit, Saatchi & Saatchi v Publicis hp tc chung vi mt phng Sng to v hai phng cn li l Ti chnh v K thut s m nhn cng vic chuyn mn cho tt c cc cng ty con. Chc nng ca mi phng ban ca cng ty Publicis nh sau:

Phng Dch v khch hng: l cu ni gia khch hng vi cc phng ban trong
cng ty v cc bn khc hp tc tham gia vo d n. Phng Dch v khch hng thng xuyn lng nghe, tho lun k hoch, gi c v cc yu cu ca khch hng, sau truyn t v tham gia xy dng tng vi Phng Sng to. Mi kin, thc mc, yu cu... ca mi bn u thng qua Phng Dch v khch hng truyn t ti bn kia. Phng Dch v khch hng cng l bn duy nht trc tip bo co kt qu cng vic cho khch hng.

Phng Sng to: nhn cc bn k hoch ca khch hng t phng Dch v khch
hng v tin hnh nhiu cuc tho lun mang tnh nh hng cho s sng to. Phng Sng to gi vai tr ch o trong vic ln tng v hin thc ha cc tng . Cng vic ca phng qung co rt a dng, h sng to tng, vit kch bn, slogan, vit li qung co, la chn hnh nh din vin, thit k, lin h cc nh cung ng v nh sn xut in n, quay phim, lng ting... Ngoi ra, phng Sng to l b phn duy nht trong cng ty c php trc tip tham gia u thu cc d n qung co.

Phng Ti chnh: thc hin vic thu chi ph qung co t khch hng v chi tr
lng cho nhn vin, chi ph cho cc bn hp tc trong d n, chi ph hot ng kinh doanh ca cng ty; thc hin ch bo co ti chnh; nh gi ng n v kp thi cc kt qu hot ng kinh doanh; kim tra, kim sot v iu phi chnh xc, hp l cc dng tin ca cng ty.

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Phng k thut: ph trch hoc lin h mua, lp t, sa cha v bo tr h thng k


thut ca ton cng ty, gm h thng my tnh ni b, cc dng c vn phng nh my in, my photo, in thoi, my chiu...

2.1.5. Khch hng chnh:


y l nhng khch hng hp tc vi Publicis lu nm (t 5 nm tr ln) v mang tnh tha thun ton cu (hp tc vi Publicis hu ht cc chi nhnh trn ton th gii). Ngoi ra, hng nm, Publicis cn lm vic vi rt nhiu khch hng c tn tui ln khc nh Mercilon, FPT, Maybelline, KFC, Tn Hip Pht, Colgate, LG, Vinasoy...

Key Clients
Nestle

invent citibank' WESTE RN! 1 CEBU PACIFIC UNIONI I LANME


1 OIL 1
PARIS

sanoFi ventis
e hcilih mm irr*

Take care.

oft Schering-Plough

GARNIGR

Ki.VH DO CORPORATION

Hnh 2.3. Danh sch cc khch hng chnh ca Publicis Vit Nam (Ngun: phng Dch v khch hng, Publcs Vit Nam) 2.1.6. Tnh thn Publicis:
Ngay t khi bt u, ngi Marcel truyn t cho cng ty mt tinh thn kinh doanh mnh m, mt nim am m theo ui s i mi v pht trin cng vi khch hng. Cc khch hng hp tc vi Publicis ni rng y chnh l phong cch kinh doanh khin Publicis tr thnh mt i tc tuyt vi. Vt qua khong cch a l v s phc tp ca c cu t chc, Publicis Vit Nam cng tun th nghim ngt mt phng php n gin nhng pht trin truyn

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thng mt cch hiu qu c gi l S khc bit ton din (La Holistic Difference). Publicis lm vic trn mi bn yu cu ca khch hng (clients brief) m khng c s mng tng trc v cch gii quyt. Thay vo , Publicis s dng s thu hiu mang tnh chin lc phn tch vn , nhng nhn ti sng to ca cng ty s lp ra cc gii php mang tnh khc bit v s bo dn trong kinh doanh thc hin nhng gii php cho khch hng. u tin s mt ca cng ty l c gng ht mnh gip khch hng t c kt qu trn c mong i. Publicis t ho v v ang pht trin nhng thnh tu sng to xut sc gip cng vic kinh doanh ca khch hng t kt qu tt nht c th v gi l S hp l ng ngc nhin.

2.1.7. nh hng pht trin:


S khc bit ton din l phng chm khin Publicis khc bit vi cc i th khc. nh hng pht trin mang tnh chin lc da trn phng chm ny c s dng cho kinh doanh, thng hiu v ngi tiu dng ch khng phi l mt tp hp cc dch v marketing n thun. Khng ging nh khi nim hp nht m trong mc tiu l lm cho cc yu t ca mt chin dch tr nn tng t nhau v truyn ti mt thng ip nh nhau, cch tip cn ton din ca Publicis l thit lp mt tng thng hiu ton din, nhng bin i thng ip ty theo cch tip xc vi ngi tiu dng. t ngi tiu dng vo trung tm ca mt chin dch s m bo rng Publicis a ra cc gii php c ti a ha mi kha cnh v t hiu qu trn th trng. S khc bit ton din lin quan n vic s dng mt lot cc cng c gip Publicis c mt s hiu bit ton din v kinh doanh v thng hiu, nhng mong mun tim n trong ngi tiu dng, lm cch no kt ni tt nht vi h, kh nng nh gi hiu qu mt cch khch quan v xc nh s i mi nhm ti a ha thnh cng. Nhn chung, nh hng pht trin khc bit ton din ca Publicis c chng minh tr thnh mt s ng gp vng chc cho thnh cng ca nhiu

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khch hng, th hin qua s gia tng c th o c trong doanh s bn hng v th phn trn th trng.

2.1.8. Hiu qu hot ng kinh doanh t nm 2007-2009: n v tnh: 1,000 USD CH TIU 2007 2008 2009 T l tng doanh thu 2007-2008 Doanh thu 4,521 4,862 5,178.5 3.6% 2008-2009 6.5%

Bng 2.1. Bng bo co doanh thu ca Lin doanh Saatchi & Saatchi Vit Nam t nm 2007-2009 (Ngun: phng Ti chnh, Saatchi & Saatchi Vit Nam) Do hot ng di giy php v con du ca Lin doanh
Saatchi & Saatchi Vit Nam, ngoi b phn Dch v khch hng c tch ring, Saatchi v Publicis cng hp tc chung vi tt c cc b phn cn li gm phng Sng to, Ti chnh, K thut cng nh PGM v Venus. Do , cc bo co kt qu hot ng kinh doanh ca Publicis u c th hin trong con s tng trong kt qu hot ng kinh doanh ca Lin doanh Saatchi & Saatchi Vit Nam. C th ni, hiu qu hot ng kinh doanh ca cng ty lun tng trng mt cch bn vng do cc khch hng ca cng ty u l khch hng lu nm, mang tnh tha thun ton cu, h c s u t cho ngn sch qung co hng nm rt ln v ngoi ra, nh vo nng lc, cng ty thng thng thu v ginh c nhiu d n qung co trong nm. c bit, t l tng doanh thu nm 2008-2009 gp i so vi nm 2008-2009 c cng gp sc rt ln ca Publicis do trong giai on ny, Publicis t hai thnh tch ln cho chin dch qung co Diana- L con gi tht tuyt gip tng th phn ca Diana mt cch ng k t 20% ln 33% v cn vt xa tt c cc ch tiu khc c t ra ban u; v chin dch Mercilon- Tnh yu gip doanh thu ca mt hng thuc trnh thai ht sc nhy cm ny tng n 95%.

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Hnh 2.4. Chin dch Dana- L con gi tht tuyt (Ngun: phng Dch v khch hng, Publcs Vit Nam)

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Hnh 2.5. Chin dch Merclon- Tnh yu (Ngun: phng Dch v khch hng, Publcs Vit Nam) Trong bi cnh nhiu ngnh dch v b gim st v doanh thu do nh hng t cuc
khng hong kinh t 2008-2009 th ngnh qung co ti Vit Nam li c s tng trng kh quan, Saatchi & Saatchi Vit Nam cng nm trong s . Nguyn nhn s tng trng bt ng ca ngnh qung co l do th trng qung co trong nc c yu t thun li l t trc ti nay, nhng nh qung co hng u vn thuc cc ngnh hng tiu dng nhanh (Fast moving consumer good-FMCG). iu ny khc vi th trng qung co nhiu nc khc thng c nhng khch hng ln nht hot ng trong lnh vc ti chnh v bt ng sn, nhng ngnh chu nh hng nng n nht t khng hong kinh t. Phn ln cc cng ty FMCG u nhn c hi cc i th ang chi tiu d dt tranh th y mnh chi qung co nhm khuch trng thng hiu v tng th phn. Trong , mt s doanh nghip trong nc ni ln nh Tn Hip Pht, Vinamilk, Masan Food... v c ti bn cng ty lt vo top nm nh qung co ln nht Vit Nam hin nay (xt v ngn sch chi

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qung co), l Unilever Vit Nam, Tn Hip Pht, P&G Vit Nam v Vinamilk, ba trong nm nh qung co ny ang hp tc vi Publicis vi nhn hng c ph sa VTP Tn Hip Pht, Vinamilk caf- Vinamilk v Olay- P&G Vit Nam. V vy ha hn trong cc nm tip theo, Saatchi & Saatchi Vit Nam vn tip tc gi c mc tng trng bn vng.

2.2. Phn tch hoat ng hoach inh chin lc truyn thng ATL v v cho
o / o

thng hiu Lave: 2.2.1. Phn tch th trng: 2.2.1.1.Khi qut th trng nc ng chai ti Vit Nam:

Hnh 2.6. Th trng nc ng chai ti Vit Nam (Ngun: Bin bn kho st th trng nc ng chai 2008, TNS Vit Nam) Th trng
nc ng chai ht sc si ng vi hn 1000 nh sn xut tnh ti thi im ny. Hn 80% th phn trn th trng hin nay thuc v Lavie, Aquafina, Joy v Vnh Ho. Theo kho st ca TNS vo thng 6/2009, Lavie chim 31% th phn tuy hin dn u th trng nhng ang b theo ui bi Aquafma vi mt khong

28

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cch rt st sao (27%) v gi khong cch tng i an ton vi thng hiu Joy v Vnh Ho.

Hnh 2.7. Th phn cc thng hiu nc ng chai ti Vit Nam 2008 (Ngun: Bin bn kho st th trng nc ng chai 2008, TNS Vit Nam) T
khong na cui nm 2009 n nay, nhng cnh bo nghim trng v an ton v sinh trong x hi hin nay gip loi b bt nhng thng hiu nh t c bit n. C 2 loi nc ng chai: nc khong v nc tinh khit trong phn ln cc thng hiu l nc tinh khit, ch c mt s t l nc khong thin nhin.
Nc tinh khit i

Nc kho

!
Aquafina Sapuwa

M JL fSP * $ A g&k m Vinh *# Hao

i a

J3 S

fm

La Vie

: V*

Hr
H20
%*

Vital

Hnh 2.8. Phn loi nc

ng chai (Ngun:Bin bn kho st th trng nc ng chai 2008, TNS Vit Nam)

29

GVHD: INH TIN MINH SVTH:nc NG THU Trong haiTh.s loi ny li c dng sn phm nh hn l nc khong/ tinh khitTHY
c ga vi v tri cy, tiu biu l nc khong c ga v cam, chanh ca Vnh Ho v nc tinh khit c ga v chanh H20H, c th k thm Aquana c hng v tri cy, tuy nhin sn phm ny li khng tn ti lu trn th trng do tht bi v

CHUYN TT NGHIP

Lp: Marketing 1 K32

hng v. JR
H20J

9~

R
I
H20H v chanh

\ M

Vinh Hao clninh, cam

>11, X.

Aqual ina vi tri cy

Hnh 2.9. Cc loi nc ng chai c ga v tri cy (Ngun:Bin bn kho st th trng nc ng chai 2008, TNS Vit Nam) Phn bit nc tnh khit v nc khong: y l hai loi nc c cch khai thc
hon ton khc nhau: Nc tnh khit: c khai thc t ngun nc bt k, c th l nc mn, nc sinh hot, nc ging khoan..., phi c x l qua mt qui trnh lc v lm sch. y l mt qui trnh ht sc cn thit v nc ly t ngun nguyn cht khng tinh khit ung. Qua qu trnh x l, hu ht cc hm lng khong u b loi b ra khi nc. Nc khong: ngun nc sn xut nc khong thin nhin nm su di lng t, phi khai thc x l kn ngay ti ngun. Nc khong l mt

trong nhng thc ung tt nht cho sc khe hin c, c ng chai ti


ngun nc sui thin nhin, cha cc thnh phn c li cho sc khe. 2.2.1.2. Phn tch Lavie: L thng hiu nc ng chai dn u th trng Vit Nam t nm 1994 n nay. Tuy nhin v th ny hin ang b e da t s theo ui st sao ca i th cnh tranh Aquana v cc thng hiu khc.

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Khch hng mc tiu: Lavie l thng hiu ca mi gia nh, v th khch hng
mc tiu ca Lavie mi tui. c bit, c 2 loi i tng tiu th chnh ca Lavie:

> Nhng ngi thng xuyn ra ngoi (n nh hng, qun n, tim cafe, i
du lch...) trong khong thi gian hn 1 ting 30 pht.

> Nhng khch hng tiu th ti nh, ni lm vic...H s dng nc giao


n tn ni. Lng tiu th ca i tng ny chim 50-60% doanh s bn ca Lavie.

Gi tr ct li: ngun gc t Php, cht lng tuyt ho, thun ty thin nhin. Hot ng truyn thng:
Nm 1994, Lavie c tung ra trn th trng. Khi mi xut hin, Lavie ch yu ch thc hin qung co trn knh truyn thng truyn hnh, bo ch v phn no thnh cng trong vic truyn ti thng ip Mt phn tt yu ca cuc sng in su trong tm tr khch hng. Tuy nhin, Lavie tp trung nhiu nht vo hot ng tip th ti im bn qua trng by hng ha, khuyn mi v dch v giao hng tn ni, p ng ti nht c th nhu cu ca khch hng. Nh , doanh s bn hng ca Lavie tng vt trong nhng nm u bc vo th trng.

mNG /KGVHU
^EIITHUDNGVHGK H^ UNG/^ TRNG
VNG

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g mt ngy c iuin thng Am
lai i. ctiu na/ a an smn r *. rtaibucqu*' . Nnfi Ihll T sng n gt minh tinn nhng 3 ln rt Gl c4 T

SVTH: NG THU THY Lp: Marketing 1 K32


M S a Cho* /i 0Xke,
Xhng lt kh ng ngimg nng &P Ith my, iMu tcc tttt b cfri rvjhi cho Mf etnirt n mi nhrr mang ll thi lung idn phm rt nhtr t'o ngiffi lito Ing Wfr Nam Wit I6 Iriiu 5D l mr cow kr Wu iia Lo Vic wj iifc H njn/M tau di' Irong c rtuc m lUthn inh ri tr dn u tai th rrung Viftnaw: ng Hk Duc Gfdm c tu hnh Lo Vit ehe baI nhnn/ tin cng Iy chinh Th c cng b du tu 6 tri u uso vc nh my La Vie Ci Long An Ngy 24/0? va Ui, u Vie thinh ibc cng b u tu 6 triu USD [hon 100 l dngl dc lp t dy chuyn sin ut mi dio nh my (ai Long An. v cng ngh tin lin nhi t Chu Au. dy thuyn t nrig jt gp lwl Lin dy t huyn hin HI V 18.000 chai/ l w tW bn l v 1000 chai/ gi wi choi 19 lii. bao gdm t jy (pinh sc ra v tit trng chai, h thig sn mt mi tn gkip tit kim 0% din nng 50 vi dy chuyn trc dy hrtli Lp Ihn 9 n&Ti 1995, vi ln 4U tn c a ra th trng vo t hng 7 riiti T 994, L Ve nhanh chng ^il tn thnh nhn hiu din u trong ngnh nc ng chai ti Vit Nam 15 "'-Vn khrtg ngng phiit hy v ihng nh lng tn noi ngut tiu dng. L liin t doaih ngW4p 4n JOII nuc ung ong thai duy nhi! trong id 20 Ihunng hiu hng dti nc ta nhn gii ihung Thang hiu an ton v sinh thc phm"lr du ilfiCLia B Y lli nam vo thng 02/2009. Ngoil rt, La V cCmg dc bl< v qiit Ihng Hng Vang qu nliij n.m I ten (Ut B K hCh r u t dnh cho nh ri u( doi ch lng cao, gn y ntit l vo thng 1/2009.

NUC KHOANG THIN NHIC N


1

SNG VU! KHOE

KHtiNGUN

Nc khong thn cflo Thudt. cn i ph d p diu pamtttn gl nhifi c li cho c Ifr Oihrui thng Uu mlth vt Tm i sp Mychd thAyin Thu khi US ktiuyn Thu Khi i p (h cn ng b| ph v, han cc loi thc ung Nhlii ngl vong filling la vn co bn, lc nn bj do Uhi qua p&rafw m min m i lin. v nc ung ng chai ngh rrg: dLrng ch tt nhi da ; m hi). qua thn (ioc khai ni/c ' triu Chung r d ci ttiin c kho, sc ep Hui. qua ph< ihl Ihl v qua nht ca hin lng iniu rhung. Ihng cho co th thng n t rut (thl thi). Nc b sung rc. Hn c nWv kte la nghi nhng liu php cu k. Chung ch D li thng c trang rng, cc Inu chng Ihiu l v c NOc Qunh, Thu, Mai Vni n.d dung. ung,hoa hoaqu quav v nirtrc ngn hn nhi chng m thc n. nirtrc ngn r hn nhir chng mt. /Nrng Cn di mt thc li mi - u iphn _ -,-1 1, - - . titi tc... nh tir s trao ,kh mfrg. nc -_ bn nftat nc ung hng ngun cht. Vi c lh khng c kh mng kng hrvifi ehiing la Jo dirvh ng d' irong nng ti ngy_, ngun dinh di/ ir nng ti cung cp cbac rn lng lire fhi Hy ngh l! Kh co sn trono h c Lh cil l 3 chng t phai urig F11/C dy D th mt HC lu (fl. tinh lm nfi nhieu diu k diu d, fieri tc. Nhu cu v lijng thn c^iung 1a 3 Ihung xuy n ----------mt da (th, 6 c yu v suy \ nc cOngkh nhsuIheo thn. 6fi c lin thi quen ih Khong 75% c Ih cltrvg ta l 1vrg >50 (oi. 0I" Mrrti ; B lo ki qu &t ng? v Ui Hy nuc Nirc dng vi tr l 1rang c li. Nam gii cn Ihlii xun b sung dng citt dinh dng thit yu nui trung binh gn 3 lit mit ngay sng !t c cc bo lm UWMJ Khi cu s ny ph n chl Ihil u cho c Ih. n gin l tJijy Irl !hi qer> gim co st gia cc ktlp. vn l lit Ph n marg thai ii Chuyn ung chi v sinh cn b sung mi lng ni/c n nc y mi ngy. ft n Cc w quan f(hc nhau; irurw blnh ngy kliing 3 ISSfy Ttong tui hung qay v vi nhi (tong iraig 2 III loi o CC lt Ifji ra r>goi. Ill duy tri nng mu va d cm nnfl s Kho rthr^ gi Irj co bn. cc la Noc con gip iu ha in cung cp dch i nui ung mnd^ v li mi ccor |h. chn c chijng ta thnfl nhii. -rr gim nhng chn bo Ihal LuSn luri. s can mi ngy qua di l ngy hpg n SI/ ti gin v tinh ng vl l. bng gia luvng nc tlu Uv ln hni' htu qu rth cch lng la v lng nirc bo sung v<! s chors ngun dtnh d&ng cho c Trong c th ta lunton li v khon m tio trng hn log Ihi quen th mll Mi lu Ihng uri nc l m[ phng Ihilii khe khon iri ch: ao Pi v b sung nhicho mt co Ih khe Quan Ihc rii urtg dung o vu l biu Mn cn cit Ih 'c m ct Bi cn bi khng chl Y ml tinh (hn le phi tm kim nhng liu phap p*ic tp, don in ri eSn chng la gii khi lc thl nfting cho mnihi loai nc ung pirn cc hp cit ha hoc Cha hp, ch ng hn nh nirc irong chng li Un ng t( pho khong Itufin nhifrn La Vie. L sire KtK Tiing mnh nhi h3y ml Ihirong hlu tin cy ca cp lo chon nirc Khng Ifliftn on r>c ung ng chai ln nhn cho c (bl Tuy nht !h gii N&ite vatars, nhin.bn nfi lu rng Ming nc ktioAtig ihin nhn La pni tI c cc I0J| ri nng Vit c ing ciaj ti ngun u cha khong ctll. y l khng qua bt c qu Irinh J> loi nc dcrc khai thc t t tio hc no. vlun m mch nc ngm 8 titKig lo hm long Miong n lng t. phi uc ng chai dinh. Cu chyn ca mi chai tai ngun v khng qua bt k nc kttong La Vie bi u l qu Mnh x l ha hc no ml cuc ttim ngun nc dm to trc s riguyr vl hhong ngm qu gi n qy thun hhl ca IhlAn rttn. Irlnh bo En (img ngy, hti KiCnq chi cung cp ouc IO dic nm gi nguyn vn vi 07 th, nice kwarig s8 b ngn ca gan ngn nam tlrti sung HiAm nhng khong chi nSit Khl nhn !hy mC( chai m C Ih mi <n o cc hot niKrc khong Ihln nhin La ng lli cht lviogiiy. tr v duy giptri tinh qun ban hu: Bng hno VI* u nc, trig n su ch. hay ao Iti llin Iu6ntr sng Chnh vl . khng chi n Ihun l mi cht li v khoi. gip tinh qun nc, nu bn htu: 36 ti, nc khong hinChnh nhin vl .cnai nc ung dy l mi lc Lhn lu&n sng khoi. Khng ch an !hl thun 13 c l cho Wiong co liA iin cc loi cnai b^B s hu Cdy 10 ng li, nc ihin nhin nc ung h l 'minh ic ung if ndrc ung ng rf(l bi auvt duv Iri phtmg cch Ihng I^ng _____________sng VUI khde.

R.
1

Theo nlku nghtn cu cho Iliy, han thnh phn (9 CO th t nuc. Tuy khng tung tp nn$ Irtmg nhng nuc Ui cht dinh dnq thit yu v C1 Ihlt tho moi t bo trong c th. rheo og Gilles Duc. ra chon ngun n thin nhln ng Tin cy d thanh lc ta th l rt quan crng. VI vy, chng la nn chn kMi ric {tng ctial c uy ln. chr lng c klYi ngKim M co liik nirvg nhAm dm bo ic khe cho bin thn vi gia nh.

Nitt thong llii rtlirt La vie dc ly (n ti/ ngun nc khong su dc bo v (rorug I6rg tlil, (l iu duf lt qu r*h6ii ling a tti giflu ^hoing chl. h&p thu mui, ctc ytu l v! luong nh Calcium. Magie. Potassium, Sodium. Bicarbonate...La Vie dc dng chai trc tip ti Khnh Hu V cng ngh hf da. khp kin v hon H l dng. Khc vl cAc lcai nc un dng chai Chng Ihng khc, VI 100% ngun gc thipn nhin La vie l nc khoang tinh khuci v khn qu bt hy qu irlnh x l ha hc ni. 5An piSm c tm [ra chl luong nh k ti tr i Nestle Waters Php v Vn Pasteur; Mi nm. nha my La Vie dc klm tr cht lifting bi tip doan Nettle VYtMT. Vc lng d khong nh v 6 n dinh. riLKK khrtg ttiin rhin La Vt khnq nhmg an ln cho lt t m ngtn m cn rt IM cho t hhc. ui kliortg chSl gip (in bing ca th v bu dip mt klr] khong c th mt di qua cc ht

drvg tir9 ngy. Hcftft rilM khong cht dem dn VI to mi v d chu cho nc iiori] Em tng s tWv( cho vtcgui khai. Nhu C HJ l dung nc u6 og drvg chai sach vi cht lurtmg trong nc s tip tc tng, cung v nhu cu 6ng l - sn khe ta nul nu dung, thing VIS phtMiig rtiim "&?i phi n a sng- nhng vi hn 6 S% bong lng co th bn l nc. chng ta hn ton ai th ni 'Bn phi ung in" V & chuyn rin xut moi, la VJe M vng s cog cp luomg nc Miong thin nhin lntt khil cho ngi tiu dung Vit Nam trong thi gian ti.

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Hnh 2.10. Hot ng truyn thng ca Lave nhng nm u (Ngun: phng Dch v khch hng, Publcs Vit Nam) c sn xut bi mt tp on uy tn hng u th gii- Nestle, Lavie l mt sn phm cht lng cao, an ton, c thit k p, c v ngon, cung cp cc dch v tha mn nhu cu khch hng. Do , Lavie nhanh chng c xem l sn phm nc ng chai uy tn, v sinh, thn thin. S nhn thc ny ch yu n t cc i tng ln tui, trng thnh hn l i tng tr tui. Tuy nhin, khi dn u th trng, Lavie thiu hn cc hot ng truyn thng nhm duy tr hnh nh, nhc nh cho ngi tiu dng m ch u t vo bn hng. Do , trc s xut hin v tng trng qu mnh m cng nhng hot ng truyn thng lin tc v rm r ca Aquana, trong nm 2009, Lavie thc hin chin dch qung co Nng tin c v vn Eden nhm duy tr hnh nh v nhn mnh Lavie

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SVTH: NG THU THY Lp: Marketing 1 K32

l nc khong thin nhin nht, tinh khit v b dng nht.

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Nc khong L<n vie iip Uianli lc (la, cho ln cla khoe mnh

Lavie- cho ln da khoe mnh tu

Nirc khona thn nhi n La vie

..... s thu u khit ky din t thiu uhiii

Cho

sc S11S clns.trn bt tn ...

Gi

ngay itc gia 0

t.u noi La vie thng 19 lit


4

Hnh 2.11. Hai qung co Nng tin c v vn Eden trn truyn hnh (Ngun: phng Dch v khch hng, Publcs Vit Nam)

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Gh

thm

website

WWW

laviewaler.com.vn d c hi Irng thng phu spa & Yoga min ph

' y/0 Gh ttim website wwwlaviewalei.comvn y I c Cd hi trng thng piuSpa Yoga min phi

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Gh thm website www.laviewater.com,W1 c cd hi trng thng phiu Spa & Yoga min phl

Hnh 2.12. Qung co bo v bi PR cho chin dch Nng tin c v vn Eden (Ngun: phng dch v khch hng, Publcs Vit Nam)
Chin dch ny th hin mnh m hnh nh thin nhin thun ty v trong lnh v nu ln nhng li ch ca Lavie nh ngun gc hon ton thin nhin, cha thnh phn khong tt cho c th, ung nhiu nc s c li cho sc khe, p da, Lavie 19 lt giao tn ni... Sau mt thi gian chy chin dch, Lavie thu v nhng kt qu rt kh quan. Phn ln i tng c kho st u bit n mu qung co Nng tin c v vn Eden (59%) v hu ht u nh ng thng ip m Lavie mun truyn ti (81%), trong nhng thng ip quan trng nht m Lavie mun ngi tiu dng nhn bit c trong chin dch ny u t mc nhn bit cao nht, l: tt cho sc khe, thin nhin v tinh khit.

Hnh 2.13. Mc nhn bit v thng hiu sau kh xem mu qung co (Ngun: Kt qu kho st chin dch Nng tin c v vn Eden 12/2009,

ms Vit Nam)

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1 Thng ip c nhn bit 11=178
Tt cho sc khe Thin nhin Tili khit 34 Ti mat V sinh Dnh cho mi ngi Cha khong Gii kht An ton Trn y sc sng Cho tr em Lu i Tin li Cung cp nc cho c th 3 20 16 16 12 10 6 4 3 3 3 41 38

Hnh 2.14. Nhng thng ip c nh sau khi xem mu qung co (Ngun: Kt qu kho st chin dch Nng tin c v vn Eden 12/2009,

ms Vit Nam)

Ti TP. HCM
46

48 47

1 A au afin a ^

29 32

B D1 T

II
1 Joy

B La Vie

49 1 44 H

Vinh Hao , '3 Vital 1

H ~u 1
ThachBchl

Trc chin dich Sau chin dch

_______________________________

Iyi

Hnh 2.15. Mc nhn thc v th phn cc thng hiu nc ng chai ti TP.HCM trc v sau chin dch Nng tin c v vn Eden (Ngun: Kt qu kho st chin dch Nng tin c v vn Eden 12/2009,

ms Vit Nam)

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Tuy nhin, theo biu hnh 2.15, ti th trng TP.HCM, th trng tiu th Lavie nhiu nht, mc nhn bit thng hiu mc d tng sau khi chin dch c tung ra nhng vn cn km kh xa so vi i th Aquafina, trong khi th phn d ang dn u nhng b theo ui bi Aquafma v cng st sao. Nguyn nhn l do Lavie mt mt thi gian di hon ton khng u t cho hot ng truyn thng trong khi Aquafina tung ra cc chin dch qung co rm r v n tng. Mc d khch hng mc tiu ca Lavie l tt c mi ngi. Nhng i tng c nhu cu cao nht v s dng Lavie nhiu nht chnh l gii tr, trong khi Lavie li mt dn nhm khch hng ny vo tay Aquafina. Qua cho thy, Lavie hin dn u th trng v bn hng nhng ang thua Aquafma v mc nhn thc. T i hi cn c mt k hoch hnh ng nhm duy tr kh nng pht trin bn vng trong di hn.

2.2.1.3. Phn tch i th cnh tranh:


i th cnh tranh trc tip v ln nht ca Lavie hin nay l Aquafina v Vnh Ho.

Aquafina:

Tung ra vo thng 4/2001 vi mc tiu tr thnh thng hiu s mt trong th trng nc ng chai ti Vit Nam. Cng nh Lavie, Aquafina c li th l mt sn phm cht lng cao, v sinh, an ton, c bao b p, c v d ung, c sn xut bi mt tp on uy tn l Pepsico Vit Nam, tuy khng s hu cc li ch vt tri nh La vie, nhng Aquafma rt khn kho v thnh cng khi tp trung vo cc gi tr cm tnh tip cn ngi tiu dng. i tng mc tiu l khch hng tr, phong cch v snh iu, Aquafina nhn ra rng mc sng ngy cng c nng cao, ngi tiu dng cng tr nn kh tnh hn khi la chn cho mnh mt nhn hiu ng . Nc ung cng khng nm ngoi xu hng . Bn cnh in thoi Nokia, ng h Swatch, in thoi Iphone, xe Piaggio, qun jean Levis... nc tinh khit Aquafina s l mt loi hng hiu c gii tr a thch.

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Ngay t khi bt u, vi s khng nh mnh m Thng hiu nc ng chai s 1 ti M, Aquafna mi ngi mu ni ting rt c cc bn tr hm m- Thanh Hng- ng qung co, ti tr cho cc hot ng thi u th thao. Tn tui ca Aquafina ng hnh vi cc gii qun vt nh ngh nh Heineken Tennis, Tournament, Toyota Women open hoc cc gii golf chuyn nghip nh Gannon Vietnam open Championship... Tuy nhin, thnh cng nht ong vic thu ht s ch ca gii tr i vi thng hiu Aquafina l vic t chc cuc thi v cc show din thi ang Pure Fashion v ti tr cho chng trnh Thi trang & Cuc sng trn i Truyn hnh TP.HCM, mt chng trinh c lng khn gi tr rt ln. T , Aquafna nhn c s yu mn v ng h nhit tnh t cc bn tr ng thi em n cho ngi tiu dng mt cch nhn mi v nc ng chai: tod mt, phong cch v sang trng.

Hnh 2. 6. i tng mc tiu ca Aquaflna


(Ngun: phng Dch v khch hng, Publcs Vit Nam) Ni Aquana thm ngon th qu l l bi d c tinh khit n my, Aquana cng ch l nc, ai cng ngh nc l loi cht lng khng mu, khng mi,

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khng v , th nhng v li l mt trong nhng l do chnh khin ngi tiu dng quyt nh mua mt loi nc ung. Da trn nn tng S tinh khit bc nht vi cu tagline V ngon ca s tinh khit c th hin trn bt c phng tin tuyn thng no, km theo hng v d ung thc s t sn phm, Aquana c a s ngi tiu dng kt lun c mt hng v rt c trng, tinh khit v d chu (theo iu tra ca AC Neilsen).

'li' rl t *Hnh 2.17. Hot ng truyn thng ca Aqu/na

(Ngun: phng Dch v khch hng, Publcs Vit Nam)


Ket qu, Aquana t thnh cng ln vi tc tng trng trung bnh t 50% trong nm u tin v chim hn 20 % th phn, tr thnh mt trong ba thng hiu nc ng chai ln nht: Lavie, Aquaina v Joy.

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GVHD: Th.s INH TIN MINH CHUYN TT NGHIP Vnh Ho:

SVTH:NG THU THY Lp: Marketing 1 K32

Vnh Ho l mt thng hiu nc khong a phng lu i ti Vit Nam. c tung ra u tin vo nm 1928 vi tn gi Vichy. Sau c i thnh Vnh Ho vo nm 1958. Sau , v chin tranh, b ngng sn xut t nm 1975 v ti tung vo nm 1995. L thng hiu nc ng chai u tin, tin phong th trng Vit Nam v tri qua mt thi gian gn b lu di vi ngi tiu dng Vit, v vy Vnh Ho tr thnh mt ci tn quen thuc. Tng t Lavie trc y, Vnh Ho hon ton ch ch trng v mt bn hng, hot ng truyn thng xut hin l t, khng gy c n tng. Tuy nhin, y cng l thng hiu duy nht c nhn thc l nc khong bi hu ht ngi tiu dng trong khi cc thng hiu cng loi khc li b nhm ln thnh nc tinh khit (trong c Lavie) do hm lng khong rt cao v lch s lu i ca thng hiu. Trong nhn thc ca ngi tiu dng, nu dng nc khong th phi ung nc khong c hm lng mui khong tht cao th mi tt cho sc khe. Ngi tiu dng khng h c ph bin rng nc khong c hm lng mui khong cao c tc dng cha bnh, b mui khong do vn ng mnh hoc c th b thiu khong cht. Tuy nhin, loi sn phm ny hon ton khng thch hp dng mi ngy, nu dng qu liu s gy cc bnh v d tha mui khong nh si thn... l l do vi hm lng khong thp cho c th con ngi trong mt ngy, nhng Lavie khng c nh gi cao v hm lng khong v li ch em li cho ngi tiu dng m b xem cng gi tr vi nc tinh khit.

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Hnh 2.18. Hot ng truyn thng ca Vnh Ho (Ngun: phng Dch v khch hng, Publicis Vit Nam)
tng.

Truyn thng ca cc thng hiu nc ng chai khc:

Ch yu qua knh truyn hnh, bo, tp ch vi tn sut thp, khng nht qun v t gy n

H20H

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Icy

Vinafresh

Well

Tarawa

Hnh 2.19. Hot ng truyn thng ca cc thng hiu khc (Ngun: phng Dch v khch hng, Publcs Vit Nam)
i th gin tip : Tr xanh 0 khng ng y l mt sn phm c ci tin t Tr Xanh 0 , thng hiu dn u trong phn khc tr xanh ng chai hin nay ti Vit Nam. Trong nm 2008-2009, s xut hin v tng trng mt cch chng mt ca i th gin tip l Tr Xanh khng khng ng vi thng ip thc ung khng ng nhng tt hn nc tinh khit trc tip nh thng vo v th cnh tranh ca cc loi nc ng chai, c bit l Lavie v Aquafma.

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Tra Xanh Khong Khong uong a bi quyt EGCG tinh tuyn

ti

TRA XANH KHNG KHNGNG "Chun mi'1 trong tht ung

SVTH: NG THU THY Lp: Marketing 1 K32 Tr Xanh

' iriKFSJ"
i^lTOiKIiMD r

Bo ch v truyn hnh

Hnh 2.20. Hot ng truyn thng ca Tr xanh khng khng ng (Ngun: phng Dch v khch hng, Publcs Vit Nam) 2.2.2. i tng truyn thng: i tng truyn thng chnh- u tin: Nam- n t 20-30 tui, y l i tng thng xuyn i ra ngoi, c nhu cu s
dng nc ng chai rt ln. y cng chnh l mt trong nhng i tng tiu th chnh ca Lavie, trong khi Lavie li mt mt phn ln nhm khch hng ny vo tay Aquaina.

Tng lp ABC (thu nhp t 300 n trn 1000 USD), thi thng v quan tm n
sc khe, mun chm sc sc khe v tinh thn ln th cht.

Yu thin nhin v cc sn phm t thin nhin


i tng truyn thng th yu- khng c b qua: Tt c mi ngi u l i tng mc tiu ca Lavie. Lavie tt cho ngi tiu dng mi tui, t em b s sinh n ngi gi, v c th c dng khng cn iu . Lavie l thng hiu cho mi gia nh.

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GVHD: Th.S INH TIN MINH CHUYN TT NGHIP 2.2.3. Mc tiu truyn thng: 2.2.3.1.
Ti sao li l chin dch v v?

SVTH: NG THU THY Lp: Marketing 1 K32

Mc d t mt s thnh cng nht nh sau chin dch <sNng tin c v vn Eden nhng mc nhn thc v thng hiu Lavie trong tm tr khch hng vn cn gi khong cch kh X so vi Aquana trong kh th phn thi gn nh b ui kp. c th khuy ng thi trng sau mt thi gian di khng c mt hot ng truyn thng no, Lavie cn thm cc hot ng truyn thng nhm nng cao mc nhn thc ca ng tiu dng hn na.
TP.HCM
Tt cho sc klie V

H NI

Tit kim

An ton

Bao b p

Uy tn

Tt clio sc khoe

Ph bin

c nhiu ngi yu thch

Bao b p

Tin li

Hnh 2.21. Nhng yu t khch hng quan tm kh chn mua nc ng chai (Ngun: Bin bn kho st th trng nc ng chai 2008, TNS Vit Nam) Theo
kt qu kho st nhng yu t m khch hng quan tm khi chn mua nc ng chai ti TP.HCM v H Ni, hai th trng tiu th nc ng chai ln nht Vit Nam, yu t v gn nh l mi quan tm hng u. Trong cc yu t trn, Lavie v Aquana thc hin truyn thng rt tt cho tt c ngoi tr yu t v i vi Lavie trong khi Aquaina li thnh cng hom ong vic xy dng cm nhn v v tinh khit ca nc qua thng ip V ngon ca s tinh khit c th hin v cng nht qun trong tt c cc hot ng truyn thng. D rng Lavie cng c li th v mt ny, nhung li cha h xy dng nhn thc v v cho mnh, trong khi v l mt trong nhng l do chnh v bn vng khin khch hng s

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dng mt sn phm nc ng chai.

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Vi li th t v ngon, d ung so vi cc loi nc khong khc (thng c v l l, hng hng hoc mn), ng thi l thng hiu s mt trn th trng nc ng chai hin nay, chim c thin cm v lng tin ca a s ngi tiu dng, nhng thun li ny to nn nhng c hi tim nng thc hin mt chin dch v v. Cn lu rng chin dch Nng tin c v vn Eden c tung ra cch y khng lu v tn mt ngun kinh ph rt ln, ch yu ch thc hin qua qung co truyn hnh v bo ch. Do , i hi mt chin dch khng tch bit m lin kt vi chin dch trn nhm tng cng mc nhn thc thng hiu ca ngi tiu dng v tranh th khi th trng ang ch n cc hot ng truyn thng ca Lavie xy dng s nhn bit v v m khng gy kh hiu cho ngi tiu dng gia hai chin dch. V vy, chin dch v ra i ngoi mc ch h tr cho chin dch Nng tin c v vn Eden cn gip to s nhn thc v v ca nc khong Lavie, cho ngi tiu dng c s vng chc hn khi la chn Lavie v tng cng cc li th cnh tranh trong di hn cho thng hiu Lavie.

2.2.3.2.

Mc tiu truyn thng: chin dch s c tung ra vo gia thng 5/2010.

T n cui nm 2010 cn t c nhng mc tiu sau: Mc tiu truyn thng- mc tiu chnh:

c nhn bit mnh m l nc khong thin nhin vi v c trng. c nhn bit v hm lng mui v khong thp, cung cp nhng thnh phn thit yu, em li s cn bng cho c th, rt tt cho sc khe v c th h tr cha mt s bnh thiu mui khong, canxi... L tng khi ung mi ngy, cho c em b s sinh v ngi gi. Tng 5% mc nhn bit v thng hiu. Tng 3% v tr nh u tin- top of mind (T.O.M). t 30% mc nhn bit v v. Mc tiu Marketing- mc tiu khng th thiu: tng 3% th phn.

2.2.4. Phn tch cc knh truyn thng:


Phn tch u- nhc cc knh:

Do chin dch Nng tin c v vn Eden va c tung ra khng lu, hiu qu t c

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SVTH: NG THU THY Lp: Marketing 1 K32

kh tt cn c tip tc duy tr. Hn na, chin dch ny c u t mt ngun kinh ph rt ln, ch yu s dng thc hin qung co trn truyn hnh. V vy, chin dch v mang tnh cht h tr s khng thc hin cng vic sng to cho qung co trn truyn hnh na m s dng li mu qung co Nng tin c v vn Eden chy song song cng chin dch ny. Vic chy qung co Nng tin c v vn Eden trn truyn hnh s c cng ty qung co trc y thc hin chin dch ny tip tc ph trch. Mc tiu truyn thng ca chin dch v tp trung vo vic to s nhn thc tht mnh m cho nn tng v li ch thin nhin cng nh nhn bit c v c trng ca La vie ngay giai on u v sau s c duy tr mt cch lin tc v u n nhng vi tn sut thp hn. Do , ngoi knh truyn hnh, cn la chn nhng knh truyn thng v cc hot ng BTL c kh nng thu ht v tc ng n s nhn thc ca ngi tiu dng mt cch mnh m. Ngoi truyn hnh, cc phng tin truyn thng i chng hin ny bao gm: bo ch, Internet, radio, qung co ngoi tri, di ng, phim nh v danh b. C th thy ngay danh b khng phi l mt la chn thch hp do hnh thc ny c nhc im km thu ht v ngi s dng danh b tm hiu v mt sn phm dch v c nhu cu, hiu bit v sn phm/ dch v ri nhng cha la chn c nh cung cp. Hnh thc ny ch thch hp qung b cho nhng phm/ dch v c chu k mua sm di hoc cc sn phm cng nghip hn l nhng sn phm tiu dng nhanh.

Phim nh v di ng l hai hnh thc qung co cn rt mi m Vit Nam. Mc d c


u im l d dng tip cn i tng tr tui nhng qung co trn phim c nhc im chi ph cho mt cnh xut hin sn phm rt cao trong khi s ln xut hin khng nhiu, ch yu ch c th xut hin hnh nh sn phm ch khng truyn ti c thng ip m nh qung co mun ni cn in thoi di ng b hn ch bi c s h tng ca mng di ng hin nay cha p ng cho hot ng truyn thng gii tr v tc ng truyn cn thiu n nh, cc dch v a phng tin cao... Hai knh truyn thng kh ph bin l qung co ngoi tri v radio cng khng c nh gi cao cho chin dch ny. Qung co ngoi tri hin ny l hnh thc chu nhiu qui nh kht khe t php lut nhm m bo trt t m quan th, t linh ng, hn ch sng

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SVTH: NG THU THY Lp: Marketing 1 K32

to v kh chn lc i tng mc tiu. Cn khn gi mc tiu ca knh radio ch yu l i tng c thu nhp thp, tng lp CDEF (thu nhp di 300 USD/nm), y khng phi l i tng mc tiu ca chin dch v. Hn na, radio ch thch hp cho nhng qung co giu m thanh, giai iu, ni dung c sc ch khng th cho khch hng thy c hnh nh ca mu qung co, trong khi nhng mu qung co ca chin dch v ny tn dng ti a cm gic t hnh nh ch o vi nhng t ng ngn gn v sc tch. Bo ch v Internet t ra l s la chn hp l cho chin dch ny. Cng nh truyn hnh, bo ch l knh truyn thng thng xuyn c quan tm theo di v khng th thiu trong cuc sng con ngi. c bit, li th ca knh bo ch i vi chin dch v l c th chn lc tt i tng mc tiu, d gy n tng, thu ht nu thc hin vi tn sut dy v truyn ti hnh nh cng nh thng ip qung co mt cch ti u vi mc tin cy cao. Qung co trn Internet hin l mt knh truyn thng cc k hiu qu tip cn gii tr. Theo kho st thi quen s dng Internet ca ngi tiu dng do TNS thc hin vo thng 3/2010, nhng khch hng thuc tui 15-34 tui l nhng i tng s dng Internet nhiu nht (chim 82%), y cng chnh l i tng truyn thng ca chin dch v ca Lavie. Phn ln h s dng 5-10 ting/ tun truy cp Internet. Do , c hi tip cn i tng mc tiu ca chin dch v qua knh Internet l rt cao, d gy n tng nu thc hin vi tn sut dy cng nh d dng o lng v nh gi hiu qu.

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Hnh 2.22. C cu tui ca cc i tng s dng Internet (Ngun: Ket qu kho st thi quen s dng Internet 3/2010, TNS Vit Nam)
Bnh qun

Email Tn gu Chi tr Chi trc tuyn spi in thoi Internet Tho lun trn din n

19

22

29 19 4 6

32

26
3 8

36 43 Xem tin tc Tlm thng tin 30 34 4 Nghe nhc Xem phim ___ _____________ __________________________ 14 ___________________ 18 2 Xem truyn hlrth trc tuyn 3 Khc o' o

Hnh 2.23. Mc ch s dng Internet (Ngun: Kt qu kho st thi quen s dng Internet 3/2010, TNS Vit Nam) Ket qu kho st cn
cho bit, 36% ngi truy cp Internet c tin tc trn cc bo in t v cc trang thng tin khc, 34% nghe nhc online, 30% truy cp cc trang cng c tm kim v 29% s dng cng c chat. V vy, vic t banner qung co t ti cc website bo in t v cc trang thng tin khc c xem l mt gii php thch hp.

Cn i chi ph- hiu qu:

Hin nay c hng triu trang tin tc v hng trm t bo khc nhau trong khi ngun kinh ph cho mt chin dch l c hn, v vy cn phn tch v la chn nhng trang web, t bo no ph hp vi i tng truyn thng v c mc truy cp cao, sau

52

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SVTH: NG THU THY Lp: Marketing 1 K32

da vo bng bo gi ca v tr qung co m cc bo v website cung cp phn b ngn sch v thi gian chy qung co hp l v hiu qu.
Khc Tienphongonline I Tintuc.com I Nhacso.net I Docbao.com I tintuconline.com Ongame.com nhacvui.com Truongton.net kenhl4.vn Gmail.com N hacvui.vn faccbook.com Tuoitre.com. vn N hacUiuLmi Vietnamnet 24h.com.vn VNexpress.net Zing.vn Yahoo.com Ngoisao.net .Da ntri.com .V n_

google.corn, vn
5 10 15 20 25 30 35 40

Hnh 2.24. T l cc website c truy cp nhiu nht bi i tng 17-30 tui, AB CD (Ngun: Cng ty Optimedia Vit Nam) Theo kho st v cc website c truy cp nhiu nht bi tui 17- 30, tng lp
ABCD (thu nhp t 200 n trn lOOOUSD/thng), cc website c truy cp nhiu nht ch yu l cc trang bo in t. Mc d dn u mc truy cp nhng google khng h tr t banner qung co trn website, yahoo ch yu c truy cp vo mail hoc chat hn l xem tin tc, cn li cc trang bo in t nh dantri, ngoisao, zing, vnexpress v 24h c nh gi cao bi mc truy cp ln, thch hp qung co mt sn phm nc ng chai cng nh d gy s ch v khi truy cp cc trang bo in t, khch hng thng cc mu qung co cp nht tin tc.

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Khc PC world Th gii game Th gii vn ha Mc tm Snh iu VTM Thi trang tr Phong Cch Th gii in nh Hoa hc tr 2! Sinh vin Vit Nam Tui tr cui tun Ph n ch nht p Th gii ph n Tip th gia nh

SVTH: NG THU THY Lp: Marketing 1 K32

20

Hnh 2.25. T l cc tp ch c tng 17-30 tui, ABCD


1 0

xem nhiu nht bi i


15

(Ngun: Cng ty Optimedia Vit Nam) i vi tp ch, u mc cc t bo m i tng tr t 17-30 tui, tng lp ABCD
thng xem l kh nhiu. Tuy nhin, c nhng tp ch chuyn v mt s lnh vc khng thch hp qung co mt hng tiu dng nhanh v thc phm- thc ung nh PC World, Th gii game...

bi i tng 17-30 tui, ABCD (Ngun: Cng ty Optimedia Vit Nam)

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SVTH: NG THU THY Lp: Marketing 1 K32

Tng t, i vi nht bo, Tui tr v Thanh nin l hai u bo thch hp han c vi lng c g rt ln v xoay quanh cc kh cnh trong cuc sng x hi trong khi cc t bo khc i vo nhng lnh vc rt chuyn su khng ph hp qung co mt sn phm nc ng cha. Do cc tp ch b hn ch bi tn sut pht hnh trong kh chi ph cho mt ln qung co n bo xp x chi ph chy banner trn cc website ong mt tun nn qung co cn c chy lin tc n mi k pht hnh nhm m bo tnh lin tc v gy n tng vi c gi v ngun kinh ph 200,000 USD (tng ng 4 t ng) s c chia nhiu hom cho knh bo ch nh sau:
Chi ph Bo, tp ch Internet Chi ph sng to Ngn sch (n v: 120,000 USD) 50,000 25,000 5r000

D phng Tng cng

200,000

Bng 2.2. Phn b chi ph cho hai knh bo ch v website (Ngun: Cng ty OptiMedia Vit Nam) 2.2,5. Gii php truyn thng: 2.2.5.1. Xc nh v cho Lavie:
Ti Paris, cng ty Nestle mi 4 chuyn gia gm: u bp, somelier (chuyn gia th v nm ru), chuyn gia v tr n t cc nc Thy in, Php, i Loan v M nm qua 140 loi nc khng mu, trong sut m khng c bit trc bt c thng tin g ca cc loi nc ny (blind tasting) v ghi ch li v ca mi loi nm. Sau , b phn Marketing ca Nestle hp tc vi Publicis Paris chuyn nhng ghi ch ny thnh nhng t ng miu t mi v theo ngn ng ca ngi tiu dng v phn chia c thnh 6 nhm v, trong 3 nhm dnh cho nc khng si bt, v 3 nhm dnh cho nc c ga v si bt. Nc khng si bt: Nhm v 1 : Du nh v tinh khit (Light and Pure)- tm dch

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SVTH: NG THU THY Lp: Marketing 1 K32

Nhm v 2: m v trn y sc sng (Rich and revitalizing) - tm dch Nhm v 3: m hn v c bit (Bold and distinctive) - tm dch

Nc c ga v si bt:
Nhm v 4: Mm du v thanh nh (Soft and Elegant) - tm dch Nhm v 5: sng ng v kht (Lively and Thirst quenching) - tm dch Nhm v 6: Si ni v mnh m (Vivacious and Energizing) - tm dch

L
Khm v 1 : Du nh v tinh kliit Nlim v 2: m v trn y sc sng

Nhm v 3 : m hon v c bit

Nhm v 6: Si ni v mnh m

Hnh Paris

Nhm v 4: Mm du v thanh nh

2.27. thit k

Nhm v 5: sng ng v kht

Logo ca cc nhm v do Publics

(Ngun: phng Sng to, Publcs Vit Nam) S khc bit gia cc nhm nc ny ch yu t mi v, hm lng cc thnh phn
c trong nc, v cc c im l tnh c th nhn thy bng mt thng (c ga v si bt hay khng). Kt qu v v ny s c p dng cho tt c cc loi nc ng chai ca tp on Nestle trn khp th gii. Khi i chiu cc loi nc v kt qu thu c, Lavie thuc nhm 1- nc khng si bt c v du nh v tinh khit. Nhm v ny cho cm gic tinh khit, ti mt, du nh v to s cn bng cho c th nh vo hm lng khong v mui thp. Loi nc ny c bit l tng khi ung mi ngy, c th dng cho em b ln ngi gi, pha tr hoc c ph. Tuy c rt nhiu li th v v, vic thc hin chin dch ng trc thch thc ln rng th trng mc tiu gm hu ht ngi tiu dng khng nhn thc c s khc bit v v

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SVTH: NG THU THY Lp: Marketing 1 K32

gia cc loi nc. Nhiu ngi cho rng nc th khng c v v

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SVTH: NG THU THY Lp: Marketing 1 K32

gp kh khn khi ni ra mt loi v ca nc. Do , cng nh Aquafna, cn phi to nn mt khi nim v v trc tin v xy dng nhng chin lc truyn thng gip ngi tiu dng hiu v nhn thc c v m ngi lm qung co a ra. i vi nc khong, nc tinh khit thuc loi sn phm kh xc nh mi v c trng nh nc ngt, nc c ga hay cc loi nc khc, khi nim v c xy dng bi ch mt phn nh t v gic v phn ln s t cm gic, cm nhn v thng hiu. Do , hot ng sng to cn to ra mt khi nim v v cho Lavie m phi c ngha, d hiu v c th n khp vi cc gi tr cm tnh v l tnh ca thng hiu Lavie.

2.2.5.2.

Logo:

r
y<

Tinh khit

J
/

To s cn bng cho c th

Mmdu
lnmT mi 1A i

Hm

Hm lng

IfiinnfT tVi mui khong thp Ti mt v lng Thanh thot V. (Ngun: phng Sng to, Publcs Vit Nam)

Hnh 2.28. Logo v ca thng hiu Lave


Logo ring cho v ca thng hiu Lavie s lun lun c s dng trn bao b ca Lavie khi chin dch c tung ra tr v sau. Vic thit k hn mt logo ring cho v khng ch gip gy n tng, to thm c s thc y khch hng chn Lavie, c bit khi h c cc thng tin trn bao b sn phm m cn gip d dng phn bit v nhn bit v ca cc loi nc ng chai khc ca tp on Nestle. Logo v v ca Lavie l mt vng trn cha ba git nc tung ln. Vng trn th hin s cn bng, y m hm lng mui khong thin nhin trong Lavie cung cp cho c th con ngi. Ba git nc tung ln th hin sc sng trn tr v mu xanh dng nht th hin s ti mt nhng du nh, thanh thot ca nc khong

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Lavie, ng thi mu sc ny cng rt ha hp vi mu sc ch o ca thng hiu Lavie t trc n nay. Kt hp vi logo l nhng cm t miu t v:

Lay ng v gic: to cm gic c mt s tc ng n v gic ngay khi nhn v


c cm t ny. S tc ng y rt nh nhng, ch lay ng nhng va m ch s tc ng v v gic ln s lay ng trong cm gic.

Mm mt v thanh du. Nhng tnh t ny th hin mt cch sc tch v y


nht v ca nc khong thin nhin Lavie, ng thi nht qun vi nn tng thin nhin. Tnh t mm mt, thanh du khng ch gi ln c cm gic ca s ti mt, mm mi khi khch hng nhn, c,nghe hay khi ung nc m cn th hin c v thanh khit t thin nhin ca nc khong Lavie. ng thi y cng l nhng tnh t d hiu, c kh nng tc ng ngay lp tc khi khch hng nhn, nghe hay c thy ln u tin v khch hng ch lt qua mu qung co hoc bao b sn phm mt vi pht thm ch ch c mt vi giy. V vy cu ch cn ngn gn, sc tch nhng d hiu khch hng c th b thu ht v nm bt ngay t ln xem u tin.

2.2.5.3. Hnh nh ch o: Nhng lu khi xy dng hnh nh ch o:


Khi ln tng v hnh nh ch o cho chin dch v, cn m bo hnh nh ch o phi th hin c nhng gi tr sau:

Tnh cch thng hiu: thun ty thin nhin, thanh khit, du nh, cht lng cao, tt
cho sc khe.

V: Cc im mu cht to cm gic v v ca Lavie qua hnh nh l lay ng,


mm mt v thanh du

tng:
Ly cm hng t hoa b cng anh, mt loi hoa di nhng rt quen thuc, gin d, gn gi v c mi ngi yu thch. Loi hoa ny c c im ni bt l nhng cnh hoa rt mm mi v rt nh, d b cun bay khi gi thi. Hnh nh hoa i din cho nn tng thin nhin v nhng c trng ca loi hoa b cng anh hon ton

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SVTH: NG THU THY Lp: Marketing 1 K32

thch hp khi lin h vi nc, c bit l thch hp vi nhng gi tr ca nc khong Lavie. V vy, hoa b cng anh s c dng hnh nh ha v mm mt, thanh du, nh nhng v tinh khit kt hp vi mu sc, hnh nh nc th hin s ti mt, lay ng v trn y sc sng thin nhin ca thng hiu Lavie.

Hnh 2.29.

Ngun cm hng v hnh nh (Ngun: Vit Nam) 2.2.5A. Mu qung co:


Nhng lu cho chin dch khi thit k cc mu qung co v:

ch o ca chin dch v phng Sng to, Publcs

i
i tng mc tiu thuc tui 20-30 m

tng truyn thng chnh:

cc mu qung co phi n gin, gn gi, khng ch ph hp vi thm m ca

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SVTH: NG THU THY Lp: Marketing 1 K32

cn c chp nhn bi khch hng mi tui; c thit k mt cch chuyn nghip tng xng vi danh ting ca thng hiu Lavie v ng cp ca i tng mc tiu thuc tng lp ABC (thu nhp t 300 n trn 1000USD), nhng ngi thi thng v quan tm n sc khe, mun chm sc sc khe v tinh thn ln th cht, yu thin nhin v cc sn phm t thin nhin.

Mc tiu truyn thng: cc mu qung co phi truyn ti hnh nh v thng


ip v v mm mt v thanh du ca nc khong Lavie, cho thy nn tng thin nhin v cung cp cc nhng li ch cho sc khe, l tng khi ung mi ngy, cho mi ngi k c em b s sinh.

c bit, cc mu qung co ca chin dch v phi th hin c s lin kt vi


chin dch Nng tin c v vn Eden, khin ngi xem khi thy mu qung co s nh v lin h ngay n chin dch ny v xt trn qui m u t v mc u tin, chin dch Nng tin c v vn Eden l chin dch ch o, cn chin dch v ch mang tnh cht h tr thm trn phng din to s nhn bit v v ca nc.

Sau khi xem mu qung co, nhng g cn gi li phi l cm gic tinh khit, ti
mt, nh nhng t thin nhin v hnh thnh c mt khi nim v v trong tm tr khch hng. Gii php a ra chnh l s dng mt hnh no trong chin dch Nng tin c v vn Eden lng ghp vo mu qung co ca chin dch v lin kt hai chin dch ny vi nhau. Theo kt qu kho st, khi yu cu nh v k li mu qung co Nng tin c v vn Eden, tt c khch hng u nhc n hai nhn vt chnh l cu b v nng tin c. Trong , nhng cnh quay gn ca cu b u c khn gi nh v k li nhiu nht nh hnh nh cu b nhn thy mt nng tin c, cu b ung Lavie v cu b c mt i cnh v bay theo cc thin thn trong khu rng.

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Mi ngi ang vui a bn dng sui _ Nng tin c tng cu b mt bng hoa, xut hin cn cnh gigt nc c logo Lavie

SVTH: NG THU THY Lp: Marketing 1 K32


Cu b ung Lavie Cnh xut hin binh Lavie 10 lt

Cu b bc vo khu rng

Bng hoa ha thnh chai nc sui Lavie

Cu b c mt i cnh v bay theo cc thin thn trong khu rng

30

20

10

Tng cng TPHCM H Ni


n=54 n=33 n=21

Hnh 2.30. Nhng cnh c nh nht sau kh xem mu qung co. (Ngun: Kt qu kho st chin dch Nng tin c v vn Eden 12/2009,

m sVit Nam)

C l hnh nh cu b khu khnh, ng yu trong mt qung co mang phong cch hon ton mi l v khu rng thn tin v cc nng tin c thay v nhng qung co sa cho tr em gy c s ch hn. c bit, vi hnh nh ch o l hoa b cng anh trong chin dch v, s dng hnh nh cu b l thch hp hn c v hnh nh nng tin c nn gn vi sng sui, bin c hn l mt loi hoa. t cu b vo tm ca bng hoa ngoi yu t thm m cn th hin sc sng thin nhin trn tr, ti mt bao quanh con ngi, Lavie thch hp cho c tr nh. Nhng cu minh ha cho ni dung mu qung co ch c ng trong nhng hm sc nht v ngun gc thin nhin tinh ty ca nc khong Lavie, v mm mt v thanh du ca nc, tn dng ti a nhng t ng miu t cm gic nhm tng cng cm nhn, cm xc khi khch hng xem mu qung co ny.

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Mm mt & Thanh di

Mch sng nhin, ngontmh t

t v

Mtphn tt yu ca cuc sng


S cn bJig nh nhng ( La vie lm th c rih v gi c, hm luong khong thin nhin khin rung dng lm in Mi g! Lavie c cht chu mt c ch t nhin ngay ti rcgi n, cung c p v khong tinh t va hring i.im ca cc loi hoa ti dng nic sui thin nhsi tinl khit.

Hnh 2.31. Mu qung co trn bo, tp ch (Ngun: phng Sng to, Publcs Vit Nam)

& .J dfcH w
/6
Mch sng t nhin, , ' ngon tinh t
Mch sng t nhin, v ngon tinh t h Mch sng t nhin, ; ' v ngon tinh t

wmf.
aVe

f (t te
- Mpntyucacucing

iM

Hnh 2.32.Mu banner ngang- dc t trn cc website (Ngun: phng Sng to, Publcs Vit Nam)

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2.2.5.5. Cc hot ng BTL phi hp (khi qut):

SVTH: NG THU THY Lp: Marketing 1 K32

Chin dch Nng tin c v vn Eden ch yu thc hin trn hai knh ATL l truyn hnh v bo ch. n chin dch v ny, vn gi nguyn mu qung co Nng tin c v vn Eden tip tc chiu trn truyn hnh nhng phi hp cng cc mu qung co mi ca chin dch v trn knh bo ch v Internet. Tuy nhin, vi mc tiu truyn thng ra, ch qung co trn cc knh ATL vn cha mnh m nhn bit thng hiu tng nh mong mun. V vy, cn c cc hot ng BTL phi hp nhm tng tc vi ngi tiu dng mnh m hn v tip cn vi nhng i tng t s dng cc phng tin truyn thng i chng. Hot ng BTL s do mt bn th ba lp k hoch v xc tin, ni dung khi qut nh sau:

Tip th ti im bn:

Theo thng tin cung cp t phng Marketing v Bn hng ca Cng ty trch nhim hu hn Lavie, doanh s bn hng ch yu t cc knh phn phi chnh gm:

> Knh bn l truyn thng: tim tp ha v xe bn nc > Knh bn l qua h thng khch sn- nh hng (k c qun n)- tim caf (k
c cc qun nc khc) (horeka: hotel-restaurant-cafeteria)

> Knh bn l hin i: siu th > Knh giao hng tn ni.


Do , hot ng tip th ti im bn s tp trung nhng knh ny bng vic s dng cc vt dng qung co (POSM- Point of sales materials) v khuyn mi thu ht, tng cng mc nhn thc v thc y mua hng. Nhng POSM ny u c thit k sao cho nht qun vi cc mu qung co ti knh ATL.

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20

SVTH: NG THU THY Lp: Marketing 1 K32

Smfn

Colors Key

Hnh 2.33. Mau nhn dn trn chai v thng nc (Ngun: phng Sng to, Publicis Vit Nam)

Hnh 2.34. Mu thng carton ng nc c thm logo v (Ngun: phng Sng to, Publcs Vit Nam)

Hnh 2.35. Qu tng khuyn mi (Ngun: phng Sng to, Publcs Vit Nam)

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Hnh 2.36. Mau mi hin (tri) v d che (phi) s dng ti knh bn l truyn thng v h thng horeka (Ngun: phng Sng to, Publcs Vit Nam)

Hnh 2.37. Mu t lnh v k ng nc s dng ti knh bn l truyn thng v h thng horeka (Ngun: phng Sng to, Publcs Vit Nam)

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GVHD: Th. s INH TIN MINH CHUYN TT NGHIP

SVTH: NG THU THY Lp: Marketing 1 K32

Hnh 2.38. Mu bin hiu s dng cho cc k trng by ti siu th (Ngun: Phng Sng to, Publics Vit Nam)

Hnh 2.39. Mu poster s dng ti cc knh bn l (Ngun: Phng Sng to, Publcs Vit Nam)

XIv
[

W'

-Mm

i kJk

Mch

ngon

sng

tinh

nhin,

'

\^
MlplntlyuiS^um

Hnh 2.40. Mu thc o vui nhn cho thng 19 lt giao tn ni v vng eo min thng. (Ngun: Phng Sng to, Publicis Vit Nam)

67

GVHD: Th.S INH TIN MINH CHUYN TT NGHIP


PR:

SVTH: NG THU THY Lp: Marketing 1 K32

Vit cc bi bo v ch Nc c v hay khng? v a ra khi nim v ca nhiu loi nc khc nhau, sau kt lun rng Hu ht mi gia nh u thch ung Lavie v hng v tuyt vi v khc bit, Lavie c v mm mt v thanh du, thch hp cho c tr nh v l tng pha tr, c ph. Trch dn cc kin, nhn nh ca nhng chuyn gia pha ch ru (bartender), chuyn gia dinh dng v v v cc li ch vt tri ca Lavie, ng thi phng vn cc ca s, din vin, ngi mu...c gii tr yu thch v s tin tng, yu mn v thi quen s dng Lavie ca h.

2.2.6. Hoch nh biu thi gian:


Trc khi quyt nh s t qung co ti v tr no trn mt website hay t bo, bn ch phng tin truyn thng t vn nhng v tr c xem v ch nhiu nht cng vi vic cn i chi ph vi tn sut chy qung co sao cho khng nm ngoi tng chi ph dnh cho tng knh (bo, tp ch: 65,000 USD v website: 30,000USD). Sau , biu thi gian chy chin dch truyn thng s c cng ty t vn v mua phng tin truyn thng

68

hoch nh chi tit nh sau:

GVHD: Th.S INH TIN MINH CHUYN TT NGHIP

SVTH: NG THU THY Lp: Marketing 1 K32

GVHD: Th.s INH TIN MINH SVTH: NG THU THY CHUYN TT NGHIP Lp: Marketing 1 K32

Kh-ch hng; Lavie T gi: 19,110 VND Nam n20-30, tng lp ABC K HOCH TRUYN THNG TRN WEBSITE T 5/2010-7/2010 n v: ngn ong i tng: Web site V

trang

tr

thc trtt Kch (rng X ca) (an v: pixel)

V tr

Ch
Impression

s mi

ngy

Chi ph/tun (c VAT)

Chit khu

Chi ph/tun (c VAT) tr chit khiu

ss Tng ch 5/2010 (c 3 l 1 2 tu ph n VAT) 7 4

31

6/2010 r .. 7/2010 r 14 21 2 5 12 19 8 7

26

Vnexpress.net B-anner trn Vnexpress.net Banner trn


Ngoisaariet........ B-anner trn Ngoisao.net Bamer phl dantri. CO m.vn 24h.com.vri Zing.corn, vn

723x90 728x90
728x50 211x430 728x90 211> 480 728 X 90

i sng

Vn ha
Trang ch

3,315,056 3,358,709
4,090,687

21,450 28,600
23,779 20,735 19,360 17,380 23,650

20% 20%
20% 20% 18% 14% 20%

17,160 22,880
23,023 16,588

4 3
4 4 4 4 5

68,640 68,640
92,094 66,352

01 1
01 01

01 01
01 01 01 01 01 01 1 0 1

01

01 01 01

Hu trng 3,291,204 Trang ch 1,534,658

01 01 1

Banner trn
Bamer phi Banner trn

15,875
14,947 18,920

63,501
59,787 94 J 600 01 1

01 01 01

Trang ch 523,828 Trang ch 3,546,237

1 2 2 2

2B Ch ph trtc thu: Ph dch v 11%: ng chi ph trc thu; 10% VAT; Tng chi ph sau thu:

Tnh theo USD:

513,614 460,922 51,301 518,283 51,828 570,111 29,833

2 3 2 4

1 3 3

Bng 2.3. Biu higian truyn thng trn website t thng 5/2010 n 7/2010 (Nguon: cng ty OptMeia Vit Nam)

70

K HOCH TRUYN TH
Khch hng: Thng hiu:
tt-n Kut bn

NG TRN BAO T 5/2010-72010


T g: 1USD=19,110 VND n v: ngn ng mi,
Chit khu 5 f 2010 1 7 2 4 3 1 7 612010 1 4 2 1 2 8 6 712010 1 3 2 0 27

hiu qu tt hn, m bo mc tiu ra cho ton chin dch.

mi gian on s thc hin nh gi hiu qu c k hoch sa i cho giai on sau t

Biu thi gian c chia thnh tng nhiu giai on ty theo di ca chin dch, cui

GVHD: Th.s INH TIN MINH SVTH: NG THU THY CHUYN TT NGHIP Lp: Marketing 1 K32

ciiity TNHH _iWe Vit Nam Lavie


Ngji pht hnh Chi philk to UAT) Chi ph/fc [c S MAT1 tri chiit qirj co khu

Bi tng mc ti Nam li 20-30 lane; lp ABC _______________________________________________________________


lev Tng Cihi ph {C VAT) ng 3

10

Tap ch Tha gii din Inh Thi trang lr Th gio1! vn ha Bp 1: 15 thng Th 3 Th-5 h-nq 15,000 27,500 13.750 35,200 34.100 37,400 57,200 51.480 14,000 27,500 30,500 13,800 18 X 32* 41X 25* 45 v: 4IX 12.3D 3 18,700 4 8,181 3 26,400 2 18.755 2 22,253 2 34,034 5 36.100 5 13,360 4 24.750 6 26,756 4 16,830 s 36,300 74,800 24,544 52,300 37,510 44,506 170,170 180,502 55,440 148,500 107,154 100,380 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1

Ngy 5 hng thnq Snh iu Nqy 15 hng thnq Phng cch Ngy 15 h-ng thnq Ti p th v: Gi-a irih Th 2 Th gii ph n Phu rk-chi nht Ho-ahc tr Th 2 Ch nht Th 2

AV/.
30/.

V.
10 /. 13 X 15 V.

Sinh uin Vit Nam 1& 15 hng thng TM Th 4

Nht bo
Thanh nin Tuoi ti Mi ngy Moi ngay T.OO 20,000
;

18K

5.740 4 15,400 4 Chi ph tic thu: Ph ch IAJ 113C: ng chi ph tPc thu: 10*z VAT: Tong chi ph s-au thu:

22,960 61600

1 1 1

1 1

1 1

23*

1,016,723 111,840
1128.563 112,856

1.241,419

Tnh theo USD:

64,962

'ig 2.4. Biu thi gian truyn thong Pn bc, tp ch gia 5/2010 n 7/201 (Ngun: Cng ? OphMedia Vi Nam)

GVHD: Th. s INH TIN MINH CHUYN TT NGHIP 2.2.7. nh gi hiu qu truyn thng:

SVTH: NG THU THY Lp: Marketing 1 K32

Vic nh gi hiu qu truyn thng phi c tin hnh ngay khi bt u chy chin dch ch khng i khi chin dch hon thnh. Khi bt u v trong qu trnh chy chin dch, cn theo di, nh gi hiu qu s dng knh truyn thng mt cch thng xuyn linh ng sa i k hoch cho ph hp, m bo t mc tiu ra. Vic nh gi hiu qu s dng knh truyn thng c thc hin bng cch thu thp d liu ca cc ch s sau:

Bo, tp ch: ch s Cover (ch s c hi nhn thy mu qung co hay s ln m


trang cha mu qung co nhng cha chc xem) v ch s Cover % (ch s t l trung bnh mt ngi c c hi nhn thy mu qung co)

Banner website: mi tun, thng k ch so Impression (c hi nhn thy mu qung


co hay s ln m trang cha mu qung co nhng cha chc xem) v ch so Click (s ln nhp chut vo banner) Vic thng k d liu trong qu trnh chy qung co trn cc knh s do ch phng tin truyn thng (website, t bo) v cng ty chuyn v t vn v mua phng tin truyn thng hp tc cung cp ng thi nhng bn ny s cung cp ch s trung bnh v mc khch hng xem cc v tr c t qung co trn website hay bo, tp ch c th so snh xem kt qu chy qung co thc t c tt hay khng. Nu cha tt, bin php khc phc thng bng cch tng tn sut chy qung co trn bo, tp ch v website nhm t nhng con s trung bnh ny.
n v xut bn Trung bnh c T l trung bnh Lng pht hnh/k hi nhn th mt ngi c CO mu qung co hi nhn thy mu (ngn bn) qung co

Tp ch Th gii ph n Th gii vn ha Tip th & Gia nh Phu n ch nht Tui tr cui tun Th gii in nh

1,086 239 1,368 470 378 429

34.6% 17.0% 40.0% 19.7% 14.4% 12.4%

120 40 120 80 150 110

72

GVHD: Th.S INH TIN MINH CHUYN TT NGHIP


Sinh vin Vit Nam Hoa hoc tr VTM Mc tm p Snh iu Phong cch Thi trang tr Nht bo Tui tr Thanh nin 112 93 44 135 221 92 118 118 918 504

SVTH: NG THU THY Lp: Marketing 1 K32


16.6% 13.2% 3.5% 4.1% 3.7% 3.0% 3.4% 3.4% 27.4% 23.4% 100 100 30 90 50 50 30 30 450 300

ng 2.5. Cc ch s trung bnh v mc xem cc trang bo c t qung Ci (Ngun: Cng ty OptiMedia Vit Nam)
Website Vnexpress.net - i sng Vnexpress.net - Vn ha Ngoisao.net - Trang ch Ngoisao.net - Hu trng Dantri.com.vn 24h.com.vn Zing.vn Trung bnh Trung s bnh c hi nhn ln click thy mu qung cao 3,615 3,518 3,310 2,269 1,436 334 1186 3,815,056 3,358,709 4,090,687 3,291,204 1,534,658 523,828 3,546,237

Bng 2.6. Cc ch s trung bnh v mc xem cc v tr c t qung co trn website (Ngun: Cng ty OptMeda Vit Nam) Khi chin dch hon thnh, nh qung co s thu mt cng ty nghin cu th
trng thc hin nh gi hiu qu truyn thng. Vic nh gi hiu qu truyn thng ca chin dch v da theo nhng tiu ch c th c xy dng t mc tiu truyn thng v Marketing nh:

Doanh s bn hng v t l tng doanh s bn hng sau khi chin dch din ra? Th phn v t l tng th phn sau khi chin dch din ra? C bao nhiu phn trm ngi ngh n Lavie u tin khi nhc n nc ng
chai? T l ny tng/ gim bao nhiu so vi trc khi chin dch din ra?

C bao nhiu ngi nhn bit c v ca Lavie? C bao nhiu ngi nhn bit c Lavie l nc khong thin nhin? C bao nhiu ngi bit v nhng li ch ca Lavie? H nhn bit c nhng li ch

73

GVHD: Th. s INH TIN MINH CHUYN TT NGHIP


g?

SVTH: NG THU THY Lp: Marketing 1 K32

Mc nhn bit ny tng/gim bao nhiu so vi trc khi chin dch din ra? CHNG 3: XUT NHM HON THIN CHIN LC TRUYN
THNG ATL

3.1. Kt qu kho st:


Co' cu tui ca khch hng mua nc ng chai
Trn 60 0%

Hnh 3.1. C cu tui ca khch hng mua nc ng chai ti cc a im thc hin kho st Trong 50 ngi mua nc ti cc khu vc thc hin kho st, s ngi thuc
tui t 20-30 chim gn 3 , phn no cho thy c i tng tiu th sn phm nc ng chai c nh v trung em theo ch yu l i tng tr.
V tr u tin trong tm tr khch hng Khc lcy Joy H20H Sapuwa Vnh Ho Aquafina Lavie 1 40%

0% 0% 0% 0% 0% 0% 1 60%

Hnh 3.2. V tr u tin ca cc thng hiu nc ng chai trong tm tr khch hng D dn u v th phn nhng Lavie vn thua Aquaina v v tr u tin trong tm tr
khch hng. Kt qu cho thy 60% khch hng u ngh n Aquana u tin khi nhc n
Mc nhn bit thng hiu Lavie

cc loi nc ng chai.

74

GVHD: Th. s INH TIN MINH CHUYN TT NGHIP


Khng, 0% C, 100%

SVTH: NG THU THY Lp: Marketing 1 K32


C Khng

Hnh 3.3. Mc nhn bit v thng hiu Lavie


S ngi tng s dng Lavie

Hnh 3.4. S ngi tng s dng Lavie Tuy vy, 100% khch
hng u bit v thng hiu Lavie v 48/50 ngi tng s dng Lavie. Nh vy mc nhn bit thng hiu mc c bn nht t gn nh ti a.
Mc nhn thc v chng loi sn phm ca Lavie

Hnh 3.5. Mc nhn thc v chng loi sn phm ca Lave Khi hi


su hn v chng loi sn phm, vn c n 30% khch hng nhm ln Lavie l nc tinh khit. C th thy nn tng nc khong thin nhin cha c nhn bit mt cch bn vng, dn n khch hng khng th nhn thy nhng li ch vt tri ca Lavie so vi nc tinh khit Aquana.

75

GVHD: Th. s INH TIN MINH CHUYN TT NGHIP

SVTH: NG THU THY Lp: Marketing 1 K32

Hnh 3.6. Cc ngun nhn bit thng hiu Lave a s khch


hng bit n Lavie qua knh truyn hnh v bo, tp ch trong khi Internet th li rt t. iu ny c th c l gii do hot ng truyn thng ca Lavie t trc n nay hu nh cha c thc hin trn knh Internet trong khi y l mt knh truyn thng rt hiu qu nhm tip cn i tng tr nh phn tch mc 2.2.4.
Mc a thch sn phm t thin nhin Khng

10%
Thch 90% ^

Hnh 3.7. Mc a thch sn phm t thin nhin 90% khch hng


c phng vn u thch cc sn phm t thin nhin, ch c 10% tr li khng v hai l do khng cn thit v t. y l c hi cho khch hng thy r c nhng li ch vt tri m Lavie em li so vi nc un si ngui v nc tinh khit ng chai. Vi mt mc gi tng ng vi nc tinh khit ng chai nhng Lavie em li nhng li ch hn hn.

76

GVHD: Th. s INH TIN MINH CHUYN TT NGHIP

SVTH: NG THU THY Lp: Marketing 1 K32

S nhn bit v v ca Lave


20

10

11

L'l Hng hc Mn Ngt thanh Tinh khit Nh nhng Khc

Hnh 3.9. Nhng cm nhn v v ca Lavie

77

GVHD: Th. s INH TIN MINH CHUYN TT NGHIP

SVTH: NG THU THY Lp: Marketing 1 K32

78% khch hng u tr li nc c v v phn ln u cm nhn c v ngt thanh, tinh khit v nh nhng ca Lavie. iu ny rt gn vi khi nim v Mm mt v thanh du gip to s thun li v kh nng d c chp nhn, thuyt phc bi khch hng khi thc hin chin dch v ny.
Mc hiu bit v cng dng ca nc khong 38

17

1
r 1!

II*^1

---------------------------------------------Khng bit Khc

Gii kht Cung cp mui p da khong thit yu cho c th

bnh

Cha 1 s

Hnh 3.10. Mc hiu bit v cng dng ca nc khong ni chung


Mc nhn bit nhng li ch ca Lavie
35 30 25
-

32
22-

33

20

15

-4-3-

15

14

10
5

0
Nc khong c D mui v Lavie l nc Lavie c hm Lavie c th ung Lavie thch hp Lavie rt thch mi ngy thp, cung khong thin hm lng mui khong cht c th dn n cc bnh cp lng nhin khong qu cao nh si thn... mui khong khng thch hp lng khong cn thit mi ung mi ngy ngy cho con ngi cho em b s sinh ln ngi gi hp nu n, pha tr, c ph

Hnh 3.11. Mc nhn bit nhng li ch ca Lavie a s khch


hng u bit cng dng c bn ca nc khong nhng ch hn 1/5 nhn ra hu qu nu dng nc khong khng ng hm lng. T mc nhn bit nhng li ch c trng ca Lavie v hm lng khong thp cung cp mt lng va mi ngy, thch hp ung hng ngy cho c em b ln ngi gi khng c nh gi ng v b xem nh cng li ch vi nc tinh khit.

78

GVHD: Th. s INH TIN MINH CHUYN TT NGHIP 3.2. C s xut (t kt qu kho st):

SVTH: NG THU THY Lp: Marketing 1 K32

T kt qu kho st, c th tng kt li nhng im mu cht sau:

1. Mc nhn bit v thng hiu Lavie t gn nh ti u nhng v tr u tin trong


tm tr khch hng cn km xa so vi Aquafina, nhn thc ca ngi tiu dng v nn tng thin nhin cng cha bn vng v cha nhn thc ng n v nhng li ch vt tri ca Lavie so vi nc tinh khit, nc un si ngui v nc khong hm lng cao nh Vnh Ho nh sau:

Lavie l nc khong thun ty thin nhin cho cm gic tinh khit, nh nhng v trn y sc sng. L tng khi ung mi ngy nh hm lng khong thp, thch hp cho c em b s sinh v ngi gi, pha tr hoc Lavie c v ngon, mm mt v thanh du, khong khc (thng c v l l, hng hng Hm lng mui v khong thp, cung cp c ph. d ung so hoc mn). nhng thnh phn thit yu, em vinhng loi nc

li s cn bng cho c th mi ngy, rt tt cho sc khe, ngoi h tr lm p da, thanh lc c th nh cc loi nc khc, Lavie cn h tr cha mt s bnh nh vo cc thnh phn hu ch trong nc khong nh Magie: gip tng cng h min dch, th gin c th v c bp v gip gim huyt p cao; Clorua v Carbonat axit: ng vai tr trong tiu ha v gip cn bng hm lng axit trong bao t v ng rut; st: gip a oxy vo mu; Sulfat: gip thanh lc c th...

2. Ngi tiu dng c cm nhn v v ca Lavie gn ging vi khi nim v m Lavie


mun truyn t. y l mt li th cho chin dch v v s tng ng ny s gip ngi tiu dng d b thuyt phc v chp nhn khi nim v mm mt v thanh du m Lavie mun truyn ti. T y, khi nim v s gp phn vo trong nhng gi tr ct li v li th cnh tranh bn vng ca thng hiu Lavie.

3. Mt trong nhng i tng tiu th chnh ca Lavie l gii tr v knh truyn thng c
kh nng tip cn i tng ny hiu qu nht chnh l Internet li cha c u t ng mc. T trc n nay, Lavie hu nh ch thc hin truyn thng trn hai knh truyn thng nht l truyn hnh v bo ch. n chin dch v ny, hot ng truyn thng c

79

GVHD: Th.S INH TIN MINH CHUYN TT NGHIP

SVTH: NG THU THY Lp: Marketing 1 K32

m rng sang knh Internet qua hnh thc t banner qung co trn cc trang bo in t. Cn lu i tng truyn thng ra l nhng khch hng t 20-30 tui, tng lp ABCD, y l i tng c thu nhp cao (t 200 n trn 1000 USD) v vy h c cuc sng kh thoi mi, thnh t, c nhu cu s dng cc sn phm cht lng cao, an ton v tt cho sc kho, yu thin nhin v thch s dng cc sn phm t thin nhin, mang phong cch thin nhin. c bit, tui 20- 30 tui l phn khc s dng Internet nhiu nht nh phn tch ti mc 2.2.4, thch cc hot ng x hi, hay i ra ngoi v thch th hin phong cch, c tnh ca mnh.

Hnh 3.12. Chn dung i tng truyn thng (Ngun: www.google.com.vn)


Truyn thng trn knh truyn hnh, bo ch v banner website s hiu qu nhng cha . Mun c s nhn thc mnh m hn na nh mc tiu truyn thng ra, cn c yu t kch thch, li cun khch hng tng tc vi thng hiu v cung cp cho h nhng hiu bit ng n v v v cc li ch ca ca nc khong thin nhin Lavie. V vy, cn c mt gii php truyn thng phi hp cng vi knh truyn hnh, bo ch, banner website v cc hot ng BTL m p ng c nhng yu cu sau:

c thc hin trn knh Internet nhm tip cn i tng truyn thng nu trn mt cch hiu qu.

L trang thng tin cung cp y nhng hiu bit v v v gi tr, li ch ca nc


khong thin nhin Lavie.

C nhng chng trnh nhm thu ht, li cun s quan tm, tham gia v yu thch

80

GVHD: Th. s INH TIN MINH CHUYN TT NGHIP


t i tng truyn thng.

SVTH: NG THU THY Lp: Marketing 1 K32

Chi ph thp, trong khong 5% tng ngn sch, c th c nh qung co linh


ng cho thm vo hoc dng tin d phng thc hin.

3.3. Ni dung xut:


p ng nhng yu cu trn, nn xy dng mt microsite mang tn w w w

.cauchuven venuoc com. 3.3.1. Tm hiu v Micro site: Microsite l g?


Microsite l mt trang web quy m nh phc v cho cc chin dch Marketing, tp trung truyn t nhng thng tin chi tit v s kin hoc chng trnh khuyn mi. Microsite thng ch tn ti trong khong thi gian ngn, ra i v thng kt thc cng vi chin dch Marketing. Ngoi mc ch qung b, microsite cn gip cho thng hiu tng tc vi ngi tiu dng vi ngun chi ph u t thp ch bng 1/10 n 1/3 so vi kinh ph xy dng mt trang web thng thng.

Lm sao tng hiu qu ca microsite?


Vng i ca microsite rt ngn, v vy, trong khong thi gian ngi lm qung co phi c bin php gip pht huy ht tc dng ca microsite v bin thnh mt cng c thc s hiu qu:

> Thit k microsite thn thin, bt mt v d tm kim thng tin. > Qung b microsite tng lng khch gh thm bng cch t banner trn
cc trang web, mng x hi, thm ch c bo in v qung co truyn hnh vi nhng cu gy t m, thu ht hoc nhng li gii thiu v chng trnh khuyn mi, s kin, ni dung no tht li cun thu ht khch truy cp microsite.

> To c hi cho khch hng tng tc v ti nghim cng thng hiu bng cc
thng tin hu ch, tr chi, video clip, m thanh, hnh nh, hoc nhng cuc thi v cho php khch hng by t kin trn microsite....

> Ch trng ngay t khu hnh thnh tng, kt hp vi cc ng dng ca

81

GVHD: Th.S INH TIN MINH CHUYN TT NGHIP

SVTH: NG THU THY Lp: Marketing 1 K32

Internet mt cch kho lo thu ht khch hng ti thm nhiu nht trong thi gian din ra chng trnh. Hn th, doanh nghip phi bit cch gi chn cc thnh vin tham gia microsite bin h thnh mt cng ng, to ra nhng hiu ng v marketing truyn ming, viral marketing... Khi , d microsite c khai t, nhng nhng li ch ca n vn cn tn ti mi.

3.3.2.

Mc ch ca micro site WWW, cauchmenvenuoc. c o m : :

L ni cung cp thng tin chi tit v y nht v v v cc loi nc khong ni chung cng nh s c o ca v v cc gi tr vt tri ca Lavie nhm xy dng cho khch hng nhng hiu bit ng n v nc v s nhn thc v v v cc u im ca nc khong thin nhin Lavie. Thu ht, kch thch khch hng tng tc vi thng hiu nhm tng mc nhn bit v v v nn tng thin nhin ca nc khong Lavie, nh chnh khch hng qung b cho thng hiu qua chng trnh khuyn mi hp dn v to c hi cho khch hng c t do by t kin trn microsite.

3.3.3. Thit k mcroste www.cauchuyenvenuoc.com:


c thit k vi mu xanh lam ch o ca Lavie v km theo hnh nh ti mt, tinh khit ca thin nhin to cm gic nh nhng, sng khoi khi xem. Tn dng ti a logo v ca Lavie trong thit k website khch hng nhn bit v quen thuc vi hnh nh v nhng t miu t v ca logo. S dng nhng giai iu khng li m du, mang m thanh thin nhin ro rt, nh nhng (ting sui, ting chim ht, ting gi...) lm nhc nn cho microsite.

3.3.4. Ni dung microsite WWW, cauchuyenvenuoc. com: gm nhiu mc nh sau: Thin nhin bt tn cng Lave- trng ngay d xnh:

82

GVHD: Th.S INH TIN MINH CHUYN TT NGHIP

SVTH: NG THU THY Lp: Marketing 1 K32

y l cuc thi nh th hin s gn kt gia con ngi v thin nhin ni chung, qua th hin rng thng hiu Lavie gn kt mnh m vi nn tng thin nhin v con ngi, nhm vo i tng tr, nhng ngi yu thin nhin v thch th hin phong cch, c tnh ca mnh. Nhng hnh nh d thi v hnh nh ca nhng ngi trng thng s dng qung b cho chin dch v. Cuc thi ny nhm thc y cc bn tr tham gia, truy cp microsite v to c hi cho h t do th hin kin v cuc thi trn ch nh microsite.

Th l cuc thi nh Thin nhin bt tn cng Lavie:


o

Thi gian t chc: Bt u ngay khi chin dch c tung ra (gia thng 5/2010) v kt
thc trc chin dch 2 thng (vo thng 10/2010).

i tng tham gia: Tt c cc cng dn Vit Nam t 16 tui tr ln C cu gii thng: Mi tun, 5 nh d thi c nhiu ngi bnh chn nhiu nht s c trao tng
1 cp d trong sut c in hnh tuyt p cho mi nh ot gii v nhng ai tham gia b nh chn s c bc thm ngu nhin chn ra hai ngi c tng mt cy d cho mi ngi. Nhng mu d s do ngi trng thng t thit k theo thch da vo nhng mu hoa vn m microsite cung cp. Mt cy d trong sut th hin s tinh khit ca nc, hnh nh hoa b cng anh, bng hoa, cnh bm, chic l bng nc gip th hin hnh nh thin nhin, nn tng ct li ca nc khong Lavie. Logo Lavie v logo v s c in mt cch kn o trnh gy phn cm v tnh qung co qu mnh.

Hnh 3.13. Hnh minh ha mu d trong sut (Ngun: www, google, com, vn)

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(Ngun: phng Sng to, Publicis Vit Nam) Cch thc tham gia: i vi ngi tham gia d thi nh: ng k thnh vin v ng ti hnh nh ca th
sinh trong khung cnh thin nhin ln microsite: www.cauchuvenvenuoc.com. Mi thnh vin ch c ng ti a 2 tm nh.

i vi ngi tham gia bnh chn: ng k thnh vin v bnh chn cho bt k tm
nh no qua trang www.cauchuvenvenuoc com, tn ca ngi tham gia bnh chn s c a vo danh sch rt thm may mn ca h thng.

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Kt qu bnh chn v rt thm may mn ca tun s c cng b vo ngy u tin ca mi tun sau trn trang www.cauchuvenvenuoc com Ban t chc s gi email vi ngi trng thng, sau khi ngi trng thng thit k mu d theo thch v gi li cho Ban t chc trong thi gian qui nh, gii thng s c lm theo thit k ny v s c gi trc tip n a ch ca ngi trng thng theo ng bu in.

Lavie- Cu chuyn v nc:

Miu t ngun gc thin nhin thun ty, tinh khit ca nc khong Lavie v hnh trnh lm nn mt sn phm Lavie cht lng cao, an ton, v sinh di dng mt video clip ngn nhm to cm gic mi l, d hiu, d nh v trnh gy nhm chn, kh khan, nhiu ch.

Lavie- V ca thin nhin tinh ty:

Hng dn cch nm v ca nc, gii thiu cc loi v khc nhau ca nc, tn dng ti a logo v khi nim ca cc nhm v c thc hin trong qu trnh xc nh v cho Lavie. Logo v thng tin v ca Lavie s c t mt mc ring nhm nhn mnh v th hin thng tin mt cch chi tit, c th hn, ngoi vic to cho khch hng s nhn thc v v ca Lavie m cn thuyt phc, thc y khch hng nm v cm nhn v ca Lavie, iu m trc y khch hng c th cha thc s n.

Lave- ng hnh cng sc khe:

Cung cp thng tin v nhng cng dng v cch s dng cc loi nc khong c hm lng khc nhau. Cng nh mc Lavie- V cu thin nhin tinh ty, thng tin v cng dng v hng dn s dng ca nc khong thin nhin Lavie c mt mc ring v c th hin mt cch chi tit, c th hn nhm thuyt phc v thc y khch hng s dng Lavie v s thch hp v nhng li ch vt tri m Lavie em li.

3.3.5.

Chi ph truyn thng trn micro site WWW, cauchuyenvenuoc. com:

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3.3.6. Hot ng qung b cho microsite WWW, cauchmenvenuoc. com: Khi microsite bt u c tung ra (cng vi chin dch) vo thng 5/2010 n
thng 7/2010: Km i ch microsite trn mi qung co bo, tp ch v banner website no cng vi li gii thiu v ku gi tham gia cuc thi nh Thin nhin bt tn cng Lavie- trng ngay d xinh. T thng 7/2010 n khi kt thc cuc thi nh vo thng 10/2010: S dng nh d thi ca cc th sinh vit bi PR v cuc thi.

T thng 10/2010 n khi chin dch kt thc vo thng 12/2010:

S dng hnh nh cc th sinh ot gii v trch dn cm nhn ca h v Lavie, ch nhn mnh v v v cc li ch ca nc khong thin nhin Lavie. Vic vit bi PR cho cuc thi s do cng ty ph trch cc hot ng BTL cu chin dch thc hin song song vi cc hot ng ny.

3.3.7. nh gi hiu qu truyn thng trn microsite WWW, cauchvenvenuoc. com: Vic nh gi hiu qu hot ng truyn thng trn microsite c thc hin da
trn cc ch s:

S lt truy cp microsite/ ngy, tun, thng v tng lt truy cp sau khi kt thc
chin dch.

S thnh vin ng k/ngy, tun, thng v tng s thnh vin ng k sau khi kt
thc chin dch.

S nh d thi S lt truy cp vo tng mc trong microsite.

Nhng s liu ny s c dng nh gi hiu qu truyn thng ca ton chin dch sau khi kt thc.

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LI KT
D hot ng truyn thng ang din ra ht sc si ng v ngy cng pht trin vi nhiu hnh thc mi l, nhng truyn thng qua knh ATL, mt phng thc xc tin truyn thng, vn s t hiu qu cao nu nh c hoch nh mt cch khn ngoan v kho lo. Em xin chn thnh cm n thy inh Tin Minh v cc anh ch trong cng ty Publicis Vit Nam tn tnh hng dn v gip em hon thnh chuyn tt nghip ny. Tuy vi nhng n lc ht mnh nhng bi vit vn c nhng sai st do s hn ch ca kin thc v kinh nghim bn thn. Ngoi ra, v chin dch s c tung ra vo gia thng 5 nn khng th ni trn vn bc cui cng ca qui trnh truyn thng ATL m ch c th xy dng cc tiu ch phc v cho vic nh gi hiu qu ca chin dch sau ny, nhng em hi vng chuyn phn no trnh by r rng qui trnh hoch nh mt chin lc truyn thng ATL cho mt thng hiu c th trong thc t.
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