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BI TIU LUN
ti:
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In-Store Advertizing
Pre Store factors: yu t ny thu ht ngi mua tin vo gian hng. Bin qung co,
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In-Store Advertizing
In Store factors: L cch bi tr, trng by hng ha pha trong gian hng, cc vt
Th hai, l s dng cc loi mn hnh Tivi LCD ln, cc bin qung co t cui li
i hoc t gn quy thanh ton.
a. ng dng
Ti a ha c hi mua hng bng cch t ng sn phm, ng bao b, mc gi thch
hp ti ng ca hiu, ng tm nhn ca ngi mua hng.
n tng u tin l mt li th khi ngi mua tip cn sn phm ti im bn. Ti
im bn, doanh nghip phi s dng cc phng tin trng by v ngh thut sp t
qung b cho sn phm hoc thng hiu. S dng cc vt phm & n phm qung co ti
im bn nh poster, banner, standee, p phch, dy c, k trng by, nhn vin PG chm
sc khch hng thu ht khch hng, to s chuyn nghip hn hng n cc mc tiu
truyn ti thng ip n khch hng.
Bn thn cc nhn hng khng mun tr thm chi ph cho cc cng ty cung cp dch
v, cng t sng to ra nhiu hnh thc tip th vt ra khi cc quy k, to nn s phong
ph v a dng cho hot ng ny.
V d:
Du n Neptune lm POSM th s chia lm 3 loi nh sauL
Siu th: c th l nhng sticker gn ln sn phm, l nhng ming decal dn ln
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In-Store Advertizing
Siu th: Co.op Mart, Satra Mart, Vinatex, Big C, Citimart, Hapro, Fivimart, Metro,...
Chui cc ca hng tin li: G7 Mart, Shop and Go, Family mart, chui ca hng
thc phm tin li Satrafoods, Co.opFood, Vissan, Sagryfood, Foodcomart,, Fresh CP
10 Doanh Nghip Vit Nam lt vo top 500 nh bn l ln nht Chu Thi Bnh
Dng nm 2010: Co.op Mart, Cng ty Vng bc qu Si Gn (SJC), Cng ty Vng bc
qu Ph Nhun (PNJ), Trung tm in my Nguyn Kim, Mobile World, Big C, Parkson,
Best Carings, G7 Mart, Trung tm thng mi Diamond Plaza.
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Ni chung trong mt khng gian trng by, phi lm sao gii thiu hu nh tt c
cc sn phm ti cc khu vc trong ca hng. Ngoi ra phi lm sao khng lm cho khch
hng b che khut tm nhn t li i chnh n cc bc tng xung quanh. Cch s dng cc
quy cng phi ch rng quy k thp pha trc, cao dn v pha sau, v quy k cao
nht pha cui. Cho d theo phong cch no, th vn phi cha li i vi b rng li i
gia hai dy hng l 1,2m. Trnh tuyt i vic thu hp khng gian ny v khng li i b
mc kt gia cc quy k v hng ha. Mang n cho khch hng cm gic khng thoi mi,
cht chi, phn no s lm gim i hng th mua sm ca khch.
c. TC NG CA IN-STORE ADVERTISING TRONG KNH MT
1. Bn hng
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In-Store Advertizing
nhng i th cnh tranh. Ni din ra quyt nh mua hng thng l quy - k chnh c
nh, u k, ni tnh tin, trng by... Khu vc mua hng nh hng ln n s thnh cng
hay tht bi ca cc hot ng marketing.
Thng ip ti im bn trong knh MT cho php bn tip cn vi khch hng ti
ng khonh khc vng khi h ang thc hin quyt nh mua hng. Cc nh bn l v cc
nhn hng ti Vit Nam cng va mi bt u khm ph ra sc mnh ca khonh khc .
Trn thc t, 70% ngi mua ra quyt nh ti im bn. Do , mt mu qung co trn tivi
d c gy n tng tt vi khch hng, nhng ti im bn, nu sn phm khng thu ht
c s ch ca ngi mua, cng c ngha l qung co tht bi. Mt thng ip ti
im bn c th c dng :
Thng bo v cc sn phm mi
tip th ngi mua sm huy ng. T pht phim qung co trn mn hnh LCD t ti im
bn, n treo bng hiu, bng rn, banner, pht t ri V tr t qung co cng gn ni
trng by sn phm cng c c hi gy n tng vi ngi mua ngay ti thi im ra quyt
nh la chn thng hiu. Tuy nhin, lm c iu , cn xy dng mi quan h tt
vi nh bn l, i khi phi tr kh nhiu tin c th thu c mt v tr bt mt.
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Bn cnh , cc hnh thc qung co khc nh chng trnh khuyn mi, dng th
sn phm mi hay pht cc t ri, voucher gim gi, brochures ti cc im bn l trong knh
MT cng d dng hn. Khch hng cng d b thu ht bi cc chng trnh v khng gian
p, thun tin ca cc im bn trong knh MT.
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2. Thng hiu
Ngi tiu dng ngy cng phc tp v thng minh hn. Thay v d dng tin vo
nhng li qung co hoa m nh trc, ngy nay ra quyt nh la chn thng hiu, h
da vo mt hoc nhiu yu t khc nhau nh: cht lng, gi c, ni ting ca thng
hiu, mc tin li hoc ch c th l theo thi quen. V thi quen chng hn nh lng
trung thnh chnh l ci ch m cc nh bn l v nhn hng nhm n: vic ra quyt nh
mua hng m khng phi cn nhc. to ra s vt tri hay im khc bit so vi i th
cnh tranh, thng hiu phi c mt im mnh khc bit.
Khu vc mua hng (Point Of Purchase POPs) l ni m ngi mua ra quyt nh
mua. Trong thng mi truyn thng, POPs nhn chung l th ng, hot ng nh mt ng
dn di chuyn sn phm t nh sn xut n ngi tiu dng. Ngy nay, hiu bit v tc
ng n cc POPs l rt quan trng, nhm lm cho thng hiu lun c la chn. Mc
ch ca vic tc ng n POPs l m bo rng trc khi hoc ti khi ngi mua ra
quyt nh mua hng, thng hiu sn phm ca cng ty s c nhc n nhiu hn nhng
i th cnh tranh.
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i vi ngnh bn l, ngi tiu dng trc tip tip xc vi thng hiu hay sn
phm. C th ly thanh scla Mars lm v d. Sn phm socola Mars c ch bin trong
nh my theo cng thc nh sn, khng ai nhn thy, nhn vin lm vic ti nh my cng
khng tip xc trc tip vi ngi tiu dng. Do , nh sn xut c th xy dng mt hnh
nh, tnh cch thng hiu v thng qua cc knh truyn thng to thnh nhn thc thng
hiu trong ngi tiu dng. Trong mt ca hng bn l, vn ha v gi tr cng ty hon ton
c phi by trc mt ngi tiu dng. C th ni, ca hng l chic hp ng ton b
cng thc kinh doanh ca cng ty bn l. Trong , tt c cc yu t, bao gm c tip th, u
c th hin. Cc yu t ny kt hp vi nhau, cu thnh hnh nh thng hiu. S bn
cnh s ch ra cc yu t quan trng nh hng v cu thnh hnh nh thng hiu trong
ngnh bn l.
Trong khi , do tip xc trc tip vi ngi tiu dng, nn mt thng hiu bn l
nh Wal-Mart phi th hin hnh nh v tnh cch ca thng hiu trn mi hot ng, hng
ngy, hng gi trong thi gian m ca.
Thng hiu bn l c li th ln l bao gi cng gn gi hn vi ngi tiu dng.
Ca hng bn l l ni l tng truyn thng trc tip ti ngi tiu dng ti thi im ra
quyt nh mua hng. y l hnh thc tip th tng c nhn (one-to-one marketing). Nh bn
l chnh l ngi gip khch hng chn la bng cch tuyn chn trc cc sn phm v
trnh by chng theo cch ca mnh. Khi ngi tiu dng nhn bit v tin tng vo
thng hiu bn l, l lc nn tng ca lng trung thnh vi thng hiu c thnh lp.
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Lc sn phm c s dng:
Cc nhn hiu mnh l nhng cng c c lc nht chng li cc nhn hiu khc ca
nh bn l trong cng h thng MT.
Khng ging nh nhng dch v hay sn phm khc, bn thn im bn l chnh l
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Bc 2: nh gi s ph hp ca v tr t qung co
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li u
tng
chi
tit nh ca
cc
hnh
nh
c qung
co
ti
bn.
im
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Trng by sn phm bt mt,va tm vi, sp xp theo hng ngang, doc, khi tng
chng loi sn phm khc nhau d dng cho khch hng tm mua sn phm.
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Sn phm c t ngay ti trung tm, gn li i, hay quy tnh tin gip khch hng
d dng tm thy sn phm.
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MC LC
I.
2.
3.
II.
a.
a.
ng dng..............................................................................................................3
b.
2.
3.
b.
c.
d.
e.
4.
III.
b.
Kiu t do:............................................................................................................9
c.
Kiu Boutique:.....................................................................................................9
1.
Bn hng..................................................................................................................9
2.
Thng hiu...........................................................................................................12
Ti im bn hng:.............................................................................................15
Lc sn phm c s dng:.............................................................................15
3.
IV.
Truyn thng..........................................................................................................16
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1.
2.
V.
Nn.........................................................................................................................27
2.
Khng nn..............................................................................................................29
MC LC.......................................................................................................................................
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