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In-Store Advertizing

GV: Thy Hunh Phc Ngha

TRNG
TRNG I HC KINH T TP. HCM
KHOA THNG MI DU LCH
LP
MAR01
LP HC16
HC16MAR01

BI TIU LUN
ti:

PHN TCH HNH THC IN-STORE


ADVERTIZING TRONG KNH MT
TI VIT NAM

GVHD: Thy. Hunh Phc Ngha


Thc hin: Nhm 5
Mn: Qung co
Lp: HC16MAR01

TP.HCM, ngy 05 thng 12 nm 2011

NTH: Nhm 5

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In-Store Advertizing

GV: Thy Hunh Phc Ngha

a. GII THIU IN-STORE ADVERTISING


1. Cc khi nim c bn

In store advertising hay cn gi l Point of purchase (POP) advertising l mt phn


ca Marketing mix. N c dng ch im trng by qung co (point-of-purchase
advertising display). N s thc y vic mua hng ca ngi tiu dng trong mi trng bn
l.
POP s a n cho khch hng mt tri nghim gip h cm nhn v cht lng dch
v tt hn v thc y mua sm, to ra lng trung thnh i vi thng hiu ny.
POSM l h thng vt dng h tr bn hng. tt c cc nhn hng tiu dng, h
u c h thng POSM ca ring mnh 2 knh MT v GT. V d nh knh GT, POSM i
vo cc ca hng tp ha, c th l bin, t trng by, bin hp n cha ra ngoi. Khi cc ca
hng tham gia trong h thng GT, h s c thng theo cc tiu ch nh trng by, doanh
s bn, ... Cc ca hng ny l cng c tt nht khi cng ty mun qung b cho nhn hiu
mi vi chi ph thp thng qua vic treo banner, lm demo, pht qu, ... ti chnh nhng ca
hng .
2. Hnh thi biu hin trn thc t
d hnh dung chng ta c th phn loi POP ra lm 2 loi da trn a im trng
by POSM l:

Pre Store factors: yu t ny thu ht ngi mua tin vo gian hng. Bin qung co,

mn hnh trnh chiu, loa i ti im bn .

NTH: Nhm 5

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In-Store Advertizing

GV: Thy Hunh Phc Ngha

In Store factors: L cch bi tr, trng by hng ha pha trong gian hng, cc vt

phm qung co nhm thu ht nh mt, s ch ca khch hng n sn phm ca 1


cng ty t trong gian hng.
POP promotion c nhn thy l c tc ng n hnh vi ca khch hng. Mt
ngi c s yu thch i vi mt nhn hiu no cng c th s th dng sn phm ca
mt nhn hiu khc trong tnh hung h tm thi qun nhn hiu a dng ca mnh hoc POP
advertisements thuyt phc h thay i.
3. Cc loi in-store advertising v ng dng
a. Cc loi in-store advertising:
C 2 loi hnh in-store Advertising

Th nht, l trng by hng ha bng cch s dng cc vt phm cc quy k chnh,


quy tnh tin, trng by,

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

mt ngoi k, quy trng by.


Ch: Agenda treo, poster dn ln tng
Ca hng: k, quy.

NTH: Nhm 5

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In-Store Advertizing

GV: Thy Hunh Phc Ngha

b. H THNG BN L V QUNG CO TI IM BN L KNH MT


1. Tng quan knh MT
a. Knh bn l hin i bao gm:

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

Mart, Seaspimex, Minimart, Circle K


Trung tm thng mi: Hng Vng Plaza, Saigon Paragon, Times quare, Diamond
Plaza, Saigonpeal, Saigon Factora (Bnh Dng)

b. Tnh hnh knh bn l hin i hin nay


Theo s liu ca B Cng thng, nu nm 2009 knh bn l hin i ch chim 15%
th phn, nm 2010 tng 17% th n qu 2-2011 ln 21%. S im bn cng tng tng
xng vi th phn. Hin ti, Si Gn Co.op c 50 siu th, h thng Big C c 14 siu th,
Metro c 13 im bn l... Cc h thng siu th chuyn doanh pht trin nhanh. Nm ngoi,
mi nh bn l ca Vit Nam lt vo top 500 nh bn l ln nht Chu -Thi Bnh
Dng.

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.
NTH: Nhm 5

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In-Store Advertizing

GV: Thy Hunh Phc Ngha

Theo B inh Th M Loan- Tng th k Hip hi cc nh bn l Vit Nam. Nm


nay, th trng bn l hin i s tip tc tng trng mnh m, c ngi tiu dng a
thch nhiu hn v l knh tiu dng ngy cng quan trng. Trong nm 2011, chng ta s c
mt s thay i ng k. C th, siu th ln pht trin ti mc cao nht trong nm 20112012 v chm dn ti cc th ln. Cc hnh thc siu th nh hn ngy cng ph bin v
kt hp. H thng siu th tng hp v chuyn lng thc, thc phm. c bit, cc trung
tm mua sm, ca hng bch ha chuyn cc sn phm trung cao cp vi nhng pht trin
mi s p ng a dng nhu cu ngi tiu dng.
Theo thng k ca B Cng Thng, ch trong 20 nm gn y, knh bn l hin i
tng 40 ln, vi khong 400 siu th nm khp cc tnh thnh trong c nc. c tnh,
n nm 2020 th siu th s chim khong 35-40% th phn bn l Vit Nam.
c. Kh khn:
H thng bn l trong nc ang chu s cnh tranh gay gt ca cc DN bn l nc
ngoi. T khi VIt Nam gia nhp WTO, nhiu tp on phn phi nc ngoi xut hin
thnh ph nh BigC (Php), Metro (c), Parkson (Ma-lai-xi-a), Zen Plaza (Nht Bn), Lotte
Mart (Hn Quc), Best Carings (lin doanh Vit Nam v Nht Bn)... Nhng nh phn phi
ny u khng ngng tng trng v s lng siu th v doanh thu bn hng trn phm vi c
nc, c bit l cc th ln.
Theo nh gi ca nhiu nh qun l h thng phn phi, cc DN bn l trong nc 'lp v'
so vi cc DN bn l nc ngoi cc yu t: vn, kinh nghim v nng lc iu hnh, tnh
chuyn nghip. Ngoi ra, cc nh bn l trong nc cn phi i mt vi khng t kh khn.
l tnh trng ng bng ca th trng bt ng sn, li sut ngn hng v gi vt t xy
dng tng cng vi chi ph thu t cao, phi ng tin giao t mt ln.
d. Thun li:
Bn cnh nhng kh khn, cc nh bn l trong nc cng c mt s li th, l
c 'chi trn sn nh', hiu r v nhu cu, th hiu, vn ha ca ngi Vit Nam ngun
cung ng hng ha n nh.
2. Phn phi v qung co ti im bn
S pht trin ca knh hin i tc ng mnh n h thng phn phi, tiu th ca
ngnh, nh hng n chnh sch phn phi v lm cho doanh s bn hng tng ln. Nghin
cu ca Act Media cng nm cng ch ra rng: qung co ti im bn lm tng hiu qu bn
hng khong 28%.
Knh truyn thng ti im bn v knh bn l hin i c mi quan h tc ng qua
li, h tr ln nhau. Khi th trng bn l pht trin cc nhn hiu s y mnh truyn thng
ti im bn, ngc li truyn thng ti im bn mnh s lm doanh s bn hng ca nh
NTH: Nhm 5

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In-Store Advertizing

GV: Thy Hunh Phc Ngha

bn l tng, ko theo mc tiu th ca cc nhn hiu tng thc y th trng bn l tng


trng. V vy knh truyn thng ti im bn ng vai tr quan trng i vi s pht trin
ca knh phn phi bn l ni ring v th trng bn l hin i Vit Nam ni chung.
Nhm thc y knh truyn thng ti im bn, cc nh sn xut thng yu cu cc
nh bn l c chnh sch qung co hp l, nh gi da trn cc yu t truyn thng. Bi
vic cnh tranh lnh mnh trong vic cho thu knh truyn thng s to c hi qung co
cng bng gia cc nh sn xut, chi ph gim.
Ngoi ra, nh sn xut cn phi bit tn dng li th ca nh cung cp trong h thng
phn phi i vi nh bn l. Bi vic gia tng truyn thng nhn hiu khng ch gip tiu
th sn phm ca h m cn lm doanh s ca nh bn l tng thm. V th, qung co ti
im bn l l trch nhim ca hai bn, theo chi ph qung co ny s c chia s cho ai
bn.
3. Trng by v qung co ti im bn l:
a. Trng by theo hng i ca khch hng:
i vi im bn l, gian trng by hng ho chnh l b mt v l n tng ban u
ca doanh nghip trong mt ngi tiu dng. y cng l cch thc cnh tranh n gin v
d ng dng nht c th thc hin ngay. Bn cnh th khch hng cng hon ton c th
cm nhn ca hng ca bn bi nhng hnh nh v cch thc trng by ngay t ngoi ca.
Khi thc hin tt vic trng by s lm tng lu lng khch gh thm v bn hng.
Theo cc nh nghin cu, khch hng khi vo siu th thng ngng mt lt quan
st mi th xung quanh mi c th bt u chuyn t tm l bnh thng sang tm l mua
sm. V th khu vc ngay sau ca vo siu th c gi l khu nh thn - khng to ra
doanh thu nn thng c dng lm khu trng by khuyn mi. y thng trng by
nhng sn phm khuyn mi, h gi nhm mc ch kch thch v li cun khch hng ngh
v nhng mt hng khuyn mi khc pha trong, to c s hng th mua sm ngay t lc
mi bc vo.
b. Trng by theo nhn hiu, thng hiu sn phm:
Chn v tr cho ph hp vi ngnh hng cng l mt yu t. Lp nhng gian hng
ring cho nhng sn phm cng nghnh. to c hiu qu trong vic tc ng ti hnh vi
mua hng, vic trng by cn phi ph hp vi hnh vi mua sm, to ra s tng tc cao
gia ngi mua vi sn phm. V d nh ngi tiu dng c khuynh hng tm kim thng
tin trn bao b sn phm nn phi lm ni bt thng tin khi trng by li cun ngi mua
NTH: Nhm 5

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In-Store Advertizing

GV: Thy Hunh Phc Ngha

hng. Hay ngi ta thng ch n nhng hng ha ch yu nn c th s dng bao b nh


mt tm bin ch ng... Chn v tr cho ph hp vi ngnh hng cng l mt yu t. V d,
sn phm ngnh thc phm nn cnh ngnh hng nc gii kht, sn phm chm sc tc
gn hng m phm hoc chm sc c nhn... v ngi ta thng c khuynh hng mua
km nhng sn phm c lin quan d khng c nh trc.
c. Trng by ti quy tnh tin:
Gy s ch ca ngi mua hng bng cch sp xp hi ho cc sn phm trong gian
trng by theo cao hoc chiu su khc nhau to c mt tng th bt mt. C th xp
cc sn phm thnh cc dy hoc khi. Vic ny trc tip nh hng n kh nng tiu th.
Hy to cho khch hng s d dng khi la chn mua sm. Bng cch nhm cc mt hng li
theo th t lm cho khng gian bn l t phc v cho khch hng.
y l ni gi khch li lu nht trong khi h i thanh ton tin mua hng. Trong lc
ng ch i, h s c thi gian quan st nhng th gn mnh. Chnh v th, hin nay ti cc
siu th v ca hng tin li lun trng by mt k st nh ngay bn cnh quy thanh ton.
iu ny khin khch hng tin tay ly thm mt vi th m c th h cha d nh mua
trc . Trng by hng ha ti y gip khi gi khch hng la chn thm sn phm.
d. Trng by theo li i
Li i l ni nhiu ngi qua li, v vy khng nn b mc kt gia c v hng
ha. Trc tin v quan trng hng u trong trng by l sn phm phi c nhn thy d
dng. Mun vy th trc tin phi chn ng v tr. Cho d bao b c bt mt i chng na
nhng nu sai v tr, sn phm cng khng c kh nng c nhn thy. V tr l tng l
ngang tm mt ca ngi tiu dng, nh vy s m bo cho vic quan st khng b che
khut, c th quan st ti u. Hin nay Vit Nam gi k dng trong siu th c cao
khong t 1m80 n 2m.
Hai v tr quan trng chnh l u v cui li i. Nhng mn ngi ta cn dng hng
ngy nh sa li thng c t cui li i khch phi i sut cc dy k, c th trong
qu trnh i s kch thch c h mua mn khc. Tng t, nhng mn hng bn chy, c
doanh s cao thng c sp gia k khch khi i kim n phi o mt qua cc mn
hng khc, xp t u k. Cch sp xp nh th c mc ch sau cng l nng thi gian khch
mua sm trong siu th ln. Mt nghin cu cho thy nu thi gian nn n ny tng 1% th
doanh thu ca siu th tng 1,3%.

NTH: Nhm 5

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In-Store Advertizing

GV: Thy Hunh Phc Ngha

e. Trng by ti khu khuyn mi:


Hnh vi mua sm ca ngi tiu dng thnh th ang thay i. Nu trc y h
thng c xu hng mua nhng sn phm t tin th nay, sn phm khuyn mi l la chn
u tin. V th y s l khu vc ng c v no nhit, c nhiu khch hng i li nht
trong ca hng. Bt k sn phm g y cng s thu ht s quan tm ca khch hng. y
s l ni l tng trnh by ch ca ca hng hay gii thiu nhng sn phm khuyn
mi. Nu c th c c mt v tr p trn sn, doanh nghip cn phi xem xt nhng yu t
sau khi thit k v trng by hng ha trn chic k ring ca mnh: m bo s chc chn v
kinh t v cht liu, gii hn v kch c v thi gian sn xut hp l t hiu qu nht v
chi ph. Cc chi tit trng by phi lun c ch xoay quanh ch . y l mt trong
nhng cch to ra hnh dng trng by bt mt v thu ht s ch ca ngi mua hng.
Thng khu ny s c tp trung ti mt khu vc rng ri cho khch hng d dng qua
li cng nh la chn sn phm.
4. Thit k v qung co ti im bn l:
a. Kiu lu thng theo cc khi:
y l kiu thit k quy hng theo khng gian ng. Khng gian ng th khong
cch gia hai k c th hp hn 1,2m v cc quy k c xp theo kiu dng cc ng
song song, st nhau. y l kiu c in rt thng dng ti Vit Nam v gip tit kim c
mt bng. Mc ch l lm tng ti a khng gian bn hng. Kiu ny c th thit k theo
hng ngang hoc hng dc. Nhn t ngoi ca vo s thy rt r rng v ngn np, d dng i
ti quy mnh cn tm.
b. Kiu t do:
c thit k theo phong cch m, to ra khong khng gian rng gia hai k trng
by hng ha. Nh vy khch hng c th di chuyn, i li theo cc hng. Thng thng
kiu ny to cm gic tm l thn thin v thoi mi hn. Khuyn khch khch hng rt nhiu
trong vic la chn sn phm.
c. Kiu Boutique:
Thng p dng cho cc ca hng chuyn. Trong ca hng s sp xp thnh nhng
khu vc phn no ring bit vi nhau, mi khu vc c xy theo mt ch mua sm. To
s r rng v ngn np mi khi khch hng la chn. Gip h nhanh chng tm c mn
hng mnh cn.
NTH: Nhm 5

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In-Store Advertizing

GV: Thy Hunh Phc Ngha

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

So vi cc knh bn l truyn thng (ch, i l) th qung co ti chui cc im bn


l (in-store advertising) trong knh MT thun tin hn, bt mt hn v c nhiu cng c h
tr hn. Trong ngnh bn l, POP (Point of Purchasing Advertising) c dng ch im
trng by qung co (point-of-purchase advertising display). N s thc y vic mua hng
ca ngi tiu dng trong mi trng bn l. Ngoi nhng vt qung co hu hnh: nh n,
mu sc, nhit , khng kh, ting ng, mi v, thm ch c n nhng cm gic nh gn
gi, m cng, hi lng ... cng u c coi l mt loi POP v hnh.
Chin thng khu vc mua hng l cha kha thnh cng ca nhn hng. Vic t sn
phm ng ni v ng v tr l vic quan trng hng u ginh ly nhng khch hng
trung thnh. Doanh nghip c th ginh chin thng ti im mua hng bng cch pht huy
ti a c hi ngi tiu dng la chn sn phm. Chng hn, ti a ha c hi bng cch
t ng sn phm, ng bao b, mc gi thch hp ti ng ca hiu, ng tm nhn ca
ngi mua hng.
Mc ch ca vic tc ng n POP 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
NTH: Nhm 5

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In-Store Advertizing

GV: Thy Hunh Phc Ngha

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 cho khch hng nhng thng tin c bit

Thng bo v cc sn phm mi

Cng b nhng s kin c bit hoc cc chng trnh khuyn mi

Lm tng nhn bit thng hiu

Thng bo s tn ti ca thng hiu ti khch hng, to nn s a thch i vi


thng hiu.

L cng c c thit k thu ht v tng cng nhn bit v thng hiu.

Thc y tiu th sn phm.

To nn s a thch i vi thng hiu.

Thc y khch hng mua v mua li sn phm nhiu ln.


thc hin cc mc tiu trn, hng lot cc hnh thc qung co s c cc nh

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.

NTH: Nhm 5

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In-Store Advertizing

GV: Thy Hunh Phc Ngha

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.

Ni tm li, qung co ti im bn tc ng ln n knh MT, lm cho lng khch


hng ca knh MT tng ln nh vo cc chng trnh qung b sn phm ca nh sn xut.
Cc hnh thc sp xp trng by p mt, hp l cng l mt yu t quan trng gip cho
ngi tiu dng la chn mt im bn l hin i mua sm cng nh la chn sn phm
ca nh sn xut.

NTH: Nhm 5

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In-Store Advertizing

GV: Thy Hunh Phc Ngha

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.

NTH: Nhm 5

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In-Store Advertizing

GV: Thy Hunh Phc Ngha

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.

NTH: Nhm 5

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In-Store Advertizing

GV: Thy Hunh Phc Ngha

Thng hiu, vi chc nng v c tnh ca n, nm tm im ca m hnh. Bao bc


quanh thng hiu l cc yu t hot ng, c tm quan trng ngang nhau trong vic th hin
gi tr ct li ca thng hiu. Vic th hin cc yu t ny gip xy dng mt chng trnh
truyn thng ton din cho mt thng hiu bn l. S th hin ca tng yu t tng hp nn
tri nghim ca ngi tiu dng i vi thng hiu. Khi bt k yu t no b b qun hay
khng c th hin ng mc, ngay lp
tc tri nghim ca ngi tiu dng b thay
i, dn n thay i v nhn thc thng
hiu. Tm li, trong ngnh bn l, hnh nh
v c tnh thng hiu khng th b gn
ghp qua truyn thng i chng m phi
c th hin c th qua tng yu t hot
ng cu thnh nn tri nghim ca khch
hng.
Vi nhng li th ni trn, mt s
nh sn xut quyt nh u t lun vo
ngnh bn l, v y l nn tng xc tin
thng hiu hiu qu n vi ngi tiu dng. Chng hn, ti H Lan, thng hiu du liu
Bertolli u t m mt chui nh hng vi cc mn n s dng du liu Bertolli v bn l
NTH: Nhm 5

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In-Store Advertizing

GV: Thy Hunh Phc Ngha

du liu ti ca hng. M hnh ny rt thnh cng v c nhn rng khp ni trong


nc. Ti vit Nam, c th trong tng lai gn, chng ta cng s bt u nhn thy m hnh
ny.
Ngi tiu dng thng a chung nhng sn phm c nh km gi tr tng thm
trong sn phm hoc dch v. iu gp phn vo quyt nh mua hng ca h... i vi
mt s ngi, quyt nh mua hng ph thuc vo tnh cm ca h dnh cho nhn hiu hng
ha (Saatchi & Saatchi CEO Kevin Roberts). Chng ti t gy n tng cho sn phm ca
mnh, nhng nh iu hnh nu kin, iu c ngha l to ra mt tn gi, mt logo tht
c bit cho sn phm vi v ngoi v cng n tng, chng dng nh tri qua mt qu
trnh gian kh, phi chun b tht k lng. T khch hng nhn thy sn phm ca
chng ti khc vi sn phm ca i th cnh tranh. Ngi tiu dng lun c nhng ch
ch ca h khi c gng tri nghim v nm bt nhng mc tiu/li ch lin quan n cm
xc, tm l, s tng tc gia c nhn vi c nhn, gia c nhn vi x hi t c
nhng li ch hu hnh hn. Nhng thng hiu no tha mn iu kin th s thnh cng.
Mt d ch l chiu tm l nhng n li l mt cng c hu hiu.
Ti im bn hng:

Hiu r ngi tiu dng trong vai tr ngi mua hng.

Cn bng gia "li ha ca nhn hiu" vi gi bn ti quy.

Nhng im bn l va l i tc, li va l i th.

Lc sn phm c s dng:

Uy tn ca nhn hiu c xy dng khi li ha c thc hin.

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

ni qung b thng hiu bn l hiu qu nht. Vic u t vo mt h thng nhn din


thng hiu bn l (bao gm: mu sc, logo, cch thc v vt liu trang tr) l rt quan trng,
v khng ch ng vai tr nh qung co ngoi tri m cn gn lin ngay vi hnh nh ca
hiu. Hnh nh ny cng gn lin vi cch trng by hng ha bn trong, vn l nhng cng
c qung b kinh in ca ca hng bn l.

NTH: Nhm 5

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In-Store Advertizing

GV: Thy Hunh Phc Ngha

Hu ht cc thng hiu bn l thnh cng u c quy m ln vi mng li bn l


rng khp. Hoch nh mng li bn l v th l cng tc chin lc ca ngnh kinh doanh
ny. Vic hnh thnh mng li khng ch hu ch trong cng tc nh v v qung b thng
hiu, m cn gip thng hiu c sc mnh quy m. Mt khi to dng c thng hiu
mnh, nh bn l hon ton c th dng chnh thng hiu ca mnh m rng sang
cung ng cc sn phm. Ngi tiu dng khi s hon ton yn tm vi cc sn phm mang
thng hiu ca trung tm mua sm m mnh tin tng. Chng hn: Coopmart hon ton c
th hp tc vi cc nh cung ng yu cu cung cp sn phm ct li vi cht lng m
bo ng gi bng chnh bao b mang thng hiu Coopmart (trng, g, tht, go).
3. Truyn thng
Vi s pht trin nhanh ca knh bn l hin i, vai tr ca truyn thng ti im
bn ang ngy cng gia tng so vi truyn thng i chng trong hot ng truyn thng tip
th ca cc doanh nghip. Tuy vy, thc trng hot ng truyn thng ny trn th trng bn
l Vit Nam cn nhiu bt cp xut pht t nhiu pha cn c cc gii php thc y nhm
gp phn pht trin th trng bn l trong nc.

NTH: Nhm 5

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In-Store Advertizing

GV: Thy Hunh Phc Ngha

Tp ch Kinh t v D bo, s 2 - 2010 khng nh rng, bn l ng vai tr quan


trng trong nn kinh t quc dn, chim t trng 15% GDP, trong bn l hin i ni ln l
knh tiu th ca tng lai theo xu th hi nhp. Vit Nam c nh gi l th trng bn l
tim nng do c cu dn s vi hn 86 triu ngi, trong c khong 65% trong tui lao
ng, hn mt na c tui di 30 v thu nhp ca ngi dn ngy cng cao.
Trong khi cc knh truyn thng thng thng c o lng bng cc tiu ch nh:
CPM, reach, tn sut th hiu qu ca vic qung co ti im bn thng c lng ha
qua cc thng tin nh: qung co ti im bn c gip thu ht thm nhiu ngi mua la
chn thng hiu so vi lc khng c qung co? Kh nng lp li hnh vi mua ca nhm
khch hng ny nh th no?...
Cc bc o lng thng c thc hin theo ba bc sau:

Bc 1: o lng lng ngi xem qung co

Bc 2: nh gi s ph hp ca v tr t qung co

Bc 3: Lng ha mc tng ca doanh thu


S pht trin ca knh hin i khng nhng tc ng n h thng phn phi tiu th

ca ngnh m cn lm thay i nhn thc ca cc nh sn xut. Mt cuc kho st ca


Nielsen ti Vit Nam nm 2009 cho thy, c n 23% ngi xem hng hi cc thng tin t
nhn vin bn hng ti siu th. Trong Tip th thng mi hm nng th trng marketing
ch ra nghin cu khc ca Act Media cng nm cng ch ra rng: qung co ti im bn lm
tng hiu qu bn hng khong 28%. iu ny chng t vai tr ang gia tng ca knh truyn
thng ti im bn hin nay.

NTH: Nhm 5

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In-Store Advertizing

GV: Thy Hunh Phc Ngha

Thc trng ca truyn thng hin nay trong knh MT


Truyn thng tip th khng ch dng li cc knh truyn thng i chng nh bo
ch, truyn hnh, pht thanh... Vi nh tip th, mi im tip xc gia ngi tiu dng vi
nhn hiu l nhng c hi qung co. Trong v s cc im tip xc , im bn hng - ni
m ngi tiu dng ra quyt nh sau cng mua hng - c ngha quan trng. V knh thng
tin ti y gi l knh truyn thng ti im bn - ni cho php nhn hiu tip cn vi khch
hng ti ng khonh khc vng.

Thc vy, thng tin ti im bn c nh hng rt ln ti hnh vi ca ngi mua


hng. Thng k cho thy, c n 70% ngi mua ra quyt nh ti im bn v 91% ngi
khng ln k hoch mua sm trc khi bc vo ca hng. Trong khi , kho st do hng t
vn bn l Miller Zell (M) tin hnh cho kt qu: c n 32% s ngi cho rng qung co
ti im bn hiu qu hn cc qung co bn ngoi ca hng (ch 27%), v 93% cc nh sn
xut c s dng thng ip ti im bn cho rng n gip tng doanh s bn hng.

NTH: Nhm 5

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GV: Thy Hunh Phc Ngha

Tuy th, theo tc gii bi vit Qung co ti im bn: Cng c li ha ca thng


hiu ng trn tp ch Marketing Vit Nam, ngn sch bnh qun m cc nh sn xut dnh
cho hot ng qung co ti im bn cha tng xng, ch chim 6% tng kinh ph tip th
trong khi ngn sch dnh cho qung co truyn thng (TV, bo in) vn chim t trng ln vi
hn 35%. iu ny cho thy cc doanh nghip cha nh gi ng vai tr ca truyn thng
tip th ti knh bn l.
Trong khi , thc trng cho thu mua knh truyn thng trong h thng bn l ti
Vit Nam rt bt cp, hu nh khng c s cng khai minh bch. Vic qun l v pht trin
knh truyn thng gn nh l t pht do cc nh bn l quyt nh, thiu bn tay chuyn
nghip ca cc hng dch v qung co. S chuyn nghip s gip, t nht, cng tc nh gi
qung co ti y ng theo cc yu t truyn thng nh qung co truyn thng lm -
l phi da vo v tr, kch c, gi pht, chuyn mc, s ngi xem
S bng n ca tip th thng mi gn y ti Vit Nam l nh s nhp cuc ca cc
hng dch v qung co (agency) n t Thi Lan, Singapore, Malaysia ni vn quen thuc
vi hnh thc mua sm hin i. Nu , chng ta s thy c s khc bit rt ln trong hot
ng qung co ti cc siu th l nh cc agency thu ton b mt vi h thng siu th
cung cp c quyn dch v tip th thng mi hay truyn thng ti im bn lm cho
cng tc ny c s tp trung v chuyn nghip hn, to ra s ch cao hn ni ngi mua
sm.

NTH: Nhm 5

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In-Store Advertizing

GV: Thy Hunh Phc Ngha

Hiu qu ca truyn thng trong knh MT


By mi phn trm (70% ) quyt nh mua hng c thc hi n ti im bn cho thy
mc quan trng ca ni ny i vi kt qu kinh doanh. Th nhng, nu ch t hng ln
k th c th t c iu ? Nghin cu o lng hi u qu truyn thng trong ca hng
do ActMedia v FTA thc hi n s cho chng ta thy, khng nhng c tc ng ng k n
nh n thc v quyt nh ca ngi mua, truyn thng ti im bn cn c th nng th cnh
tranh trc i th. Nghin cu ny c thc hi n vo thng 5.2009 ti siu th Co.opMart
NTH: Nhm 5

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In-Store Advertizing

GV: Thy Hunh Phc Ngha

L Thng Ki t, TP.HCM vi ngnh hng b t nm.


Kt qu nghin cu cho thy, nhn
chung, ngi mua hng c khuynh hng
xem xt bao b sn phm m t cch cn th n
trc khi la chn, 98% ngi c kho st
c thng tin v sn phm m t trc v
85% c thng tin m t sau ca bao b. Tuy
nhin, dng nh khng c nhiu s so snh
v thng hi u. Ch c 12% cm m t gi
hng khc ln v so snh trong khi c ti
86% ngi tiu dng ra quyt nh mua hng
m khng cn ti bc ny. Ngi ta ch t p
trung vo nhng sn phm gia k trong
khi trn v pha di cng u t nh n c s quan tm.
Tuy nhin, nu m t nhn hng thc
hi n truyn thng ti im bn th s to
c s tng tc vi ngi mua nhiu hn.
i vi thng hi u b t nm A, nu bnh
thng th ch c 16% ngi cm sn phm
ln v c thng tin, v 11% chn vo gi
hng. Nhng khi p dng chin lc truyn
thng ti im bn, c ti 69% c thng tin
sn phm v 34% la chn A vo gi hng
ca mnh, hi u qu gp ba v bn ln.
Kt qu cui cng m nhn hng A
c c l do hu ht ngi tiu dng (95%)
nh n ra chin lc truyn thng trong ca
hng v phn ln (68%) c s tng tc vi cc v t dng truyn thng (Point of sale material
POSM) ca nhn ny. Thng thng, ngi tiu dng bit rt r mnh mun g v 73% ch
cm duy nht m t nhn hi u ln xem. Nhng khi c s hi n di n ca chin dch truyn
thng trong ca hng, cc thng hi u cnh tranh khc c c h i c ch nhiu hn, 50%
xem xt n hai ho c ba nhn hi u khc nhau trc khi a ra quyt nh cui cng.
NTH: Nhm 5

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In-Store Advertizing

GV: Thy Hunh Phc Ngha

Tuy khng c c h i c nghin cu thng tin u tin ti k hng nhiu nh


thng hi u
B v tr dn u th trng, nhng thng hi u A vn c c li th nh c
truyn thng ti k hng ca mnh, v tnh hnh c v tt hn nhiu so vi thng hi u C khi
nhn ny khng lm g c. C 45% ngi tiu dng cm sn phm B u tin, 10% cm ln
trong ln la chn th hai, vi nhn hng A l 30% cm ln ngay ln u v 18% cm ln th
hai, trong khi ch 25% xem xt nhn hng C trong ln u tin, 12% xem trong ln th hai v
62% khng c phn ng g. Nu xem xt qu trnh la chn ca ngi tiu dng trong chnh
m t nhn hi u, ta c th thy c r hn hi u qu ca truyn thng ti im bn tc ng
ln nhn ny nh th no.
Vi chin dch truyn thng, nhn hng A c m t c h i ln tr thnh thng
hi u c xem xt u tin, y k n u th trng B thnh i tng c la chn th
hai, Bnh thng, A ch c 13% ngi mua hng ch ln u tin, cn 82% khng c
tng tc g c. Nhng khi thc hi n chin dch truyn thng, s ngi ch ln u ti A
tng ln ti 46%. V khi s so snh v thng hi u trong ngnh b t nm vn cn thp th c
h i mua hng ca A vn rt cao vi 33% ngi mua hng ch n A trong ln xem hng
th hai. Trong khi , bnh thng nhn B c ti 59% ch trc tin, nhng khi c chin
dch truyn thng ca nhn A ngay thi im , con s ny gim xung ch cn 30% v s
ngi khng tng tc tng t 31% ln n 61%. Bc tranh ny ngy cng r rng khi s
nh n bit v thng hi u A trong ca hng c tng ln ng k. Nu mi vi c din ra
m t cch t nhin, thng hi u dn u th trng c nh n u tin (Top of mind
TOM) trong tm tr ca 55% ngi tiu dng, trong khi TOM ca A ch l 14%. Nhng
truyn thng lm cho TOM ca A vn ln con s 30%, t l nh n bit m t cch t pht
cng tng t 55% ln 95%, cn TOM ca B gim xung 49%. Quan trng hn, l quyt
nh cui cng ca ngi tiu dng.
Khi c truyn thng, nhn hi u A t ch ch c 12% ngi chn mua ln n 40%,
tng hn 28% hi u qu bn hng, trong khi ngi ng u B gim t 56% xung ch cn
24%. Cng vi iu l vi c chuyn i thng hi u cng din ra mnh m. Trong nhng
ngi s dng thng hi u B thng xuyn, c 10% chuyn sang mua thng hi u A trong
thi k thc hi n chin dch truyn thng. 11% khch hng trung thnh ca thng hi u C
cng chuyn sang thng hi u A. T 16% cng tng ln n 60% ngi khng nh s
xem xt mua thng hi u A trong tng lai, cn thng hi u B t 60% gim xung ch cn
55%.

NTH: Nhm 5

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GV: Thy Hunh Phc Ngha

Nhn A cng c nh n bit rt cao v thng hi u c qung co trong ca


hng vi 59% nm trong TOM ca ngi mua v 98% c nh n bit m t cch ngu nhin.
T l ny cch bi t khc ln so vi ngay c thng hi u dn u th trng nh B, ch c
27% nm trong TOM ca ngi mua hng v 50% c nh n bit m t cch t pht, cn
thng hi u C ch 13% TOM v 45% l t pht. 99% ngi mua c th nhc li chnh xc
tn ca thng hi u thc hi n chng trnh truyn thng trong ca hng ti thi im .
S hi n di n ca truyn thng cng lm cho ngi ta thch v b ngoi ca chic k
mua hng hn. Bnh thng ch c 58% ngi tr li thch chic k mua hng, nhng khi n
c trang tr cc v t li u qung co th c n 92% ngi thch. H thch v trng chng
c sp xp ngn np hn (80%), d dng la chn sn phm (42%), d thu ht tm mt
v c bi t l cho cm gic v s khc bi t trong trng by (50%). S sng to trong cc v t
li u qung co cng to n tng mnh v thu ht s ch ca ngi mua. 75% thch cc
v t li u ny vi hnh dng ca chic k c thit k trng ging nh chnh gi ht nm,
c bi t l hnh nh ca nhng cc xng (ht nm t xng hm v tht) ung a m t
cch nh nhng trng vui mt. 46% thch nhng tc ng v th gic nh mu sc n tng
( v vng) thu ht tm mt, s hp dn v ngon mt ca thc phm qua v b ngoi. c
bi t, thng i p xng hm ba ngt c nh gi kh tt, lm cho h cm thy c y
thng tin v thng hi u ht nm ny. Cc yu t ny khin phn ln ngi tiu dng c th
nhc li r rng thng tin v thng i p ca sn phm. H nh t hnh chic xng xoay nh
nh ca v t

li u

tng

chi

tit nh ca

cc

hnh

nh

c qung

co

ti

bn.

im

NTH: Nhm 5

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GV: Thy Hunh Phc Ngha

Gii php pht trin truyn thng trong knh MT


Tuy qung co ti im bn mi ch giai on u ti Vit Nam nhng nhng xu
hng gn y cho thy n lc cc bn tham gia vo th trng bn l cn phi thay i
nhn thc khai thc tt hn knh truyn thng tip th mi nhm gp phn thc y knh
bn l pht trin.
V pha nh sn xut, xu hng mua sm thay i ko theo nhiu loi hnh phn phi
xut hin nhng knh bn l vn gi tuyn u trong vic thm nhp th trng, cc nh sn
xut cn tp trung v phn b ngun ngn sch cho knh ny tng ng. V nhm thc y
knh truyn thng ti im bn pht trin cn i hi cc nh sn xut ng vai tr l nh
qung co phi minh bch trong thu mua knh, quyt gi phi cn c trn cc yu t truyn
thng, v nh vy mi to ra c hi qung co cng bng gia cc nh sn xut, gip gim
chi ph. Ngoi ra, nh sn xut cng phi bit tn dng quyn lc ca mnh trong knh
phn phi nh l thnh vin chnh. Bi truyn thng ti im bn khng ch gip tiu th sn
phm ca h m cn to ra doanh s cho nh bn l. V th, qung co ti y phi l trch
nhim ca c hai bn, theo chi ph qung co cng c chia s.
Bn cnh , i vi nh bn l. Theo xu th, nh bn l khng cn m m m nn
chuyn quyn khai thc v qun l knh truyn thng trong h thng bn l ca mnh qua cho
cc hng dch v qung co chuyn nghip. C nh vy mi hn ch tnh trng ln xn, ri
rm trong cc h thng siu th hin nay, gia tng tnh thm m to ra khng gian mua sm
tch cc cho ngi tiu dng.
C hai cch qun l knh truyn thng ny. Mt l, cho cc agency thu nh
Co.opMart cho Act Media thm nhp vo chui siu th ca h khai thc bn qung co.
Hai l, nh bn l t pht trin ly cc phng tin ri thu mt n v khc qun l v khai
thc nh cch lm ca Walmart vi h thng 100.000 mn hnh ti vi t lp t ti hn 2.650
ca hiu cho hng truyn thng PRN khai thc.
Sau cng, i vi nh cung cp dch v qung co. Gi vai tr l ngi mi gii dch
v qung co h phi thit lp cho c biu gi chun (ratecard) cho knh qung co mi
ny. Cn lu , gi qung co ca loi hnh truyn thng ti im bn phi thp hn so vi
cc phng tin truyn thng truyn thng sau khi quy i.
Thc hin ng b cc gii php trn c tc ng rt ln n s pht trin knh truyn
thng ti im bn l. n lt n, s hon thin ca knh truyn thng mi ny s lm tng
mc pht trin ca th trng bn l c v quy m ln tnh chuyn nghip.

NTH: Nhm 5

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d. PHN TCH THC TIN VIT NAM


1. Thng hiu Vit Nam
Vinamilk l doanh nghip hng u ti Vit Nam v sn xut sa v cc sn phm t
sa. Mng li phn phi v bn hng rng khp ca Vinamilk l yu t thit yu dn n
thnh cng trong hot ng, cho php vinamilk chim c s lng ln khch hng v m
bo vic a ra cc sn phm mi v cc chin lc tip th hiu qu trn c nc. Hin nay,
Vinamilk chim khong 39% th phn ton quc. Cng ty c trn 240 nh phn phi trn h
thng phn phi sn phm Vinamilk v c trn 140.000 im bn hng trn h thng ton
quc. Bn hng qua tt c cc h thng Siu th trong ton quc.
c th a sn phm c gi Vit n tay ngi Vit. Bn cnh vic c cu li
nhn hng, Cng ty thc hin chin lc kinh doanh mang tn ph u v kim sot cc
im bn l.
Vinamilk l mt trong s t cc cng ty thc phm v thc ung c trang b h thng
bn hng bng t mt, t ng ti cc im bn l.

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.

NTH: Nhm 5

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GV: Thy Hunh Phc Ngha

Sn phm c t ngay ti trung tm, gn li i, hay quy tnh tin gip khch hng
d dng tm thy sn phm.

Vinamilk chuyn ti thng ip n


ngi mua hng bng cch qung
co trn cc mn hnh LCD t ti
cc trung tm thng mi, siu th
Vi k vng thng ip v sn phm
tip cn ngi mua ng ni, ng
ch.

2. Thng hiu quc t


Tuy ch mi gia nhp vo Vit Nam nm 2005, nhng tnh cho n thi im hin
nay, The Faceshop mang n cho khch hng nhng sn phm a dng, ph hp vi gii
tr, gi c hp l, mu m bao b a nhn.
p t trn xung di ang l khuynh hng
pht trin chung ca nhiu dng m phm. Mun c v
p ton din th vng no trn c th cng cn c
chm sc nng niu. The Face Shop l mt trong nhng
thng hiu p ng nhu cu lm p a dng cho mi
ngi, t ln da - gng mt n dng th, chm sc tc
v dng mng tay. Gi thnh ph hp vi a s ngi
tiu dng.
im khc bit l sn phm ca The face shop
c chit xut t cc loi hoa qu v dc tho t nhin
nh cam, olive, nho, to, c chua, go, tr xanh, nhm
n xu hng s dng nguyn liu t thin ang rt c a chung trn th gii.

NTH: Nhm 5

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In-Store Advertizing

GV: Thy Hunh Phc Ngha

The Faceshop kh thnh cng khi mi nhng din vin ni ting c yu


thch lm gng mt i din cho sn phm ca mnh. ng thi, cch trang tr kh
gn gi vi thin nhin trong tng a im bn thu ht c nhiu khch hng.

e. GI CHO DOANH NGHIP VIT NAM


1. Nn
Trong m t chin dch tng th, truyn thng ti im bn l c h i cui cng tc
ng n ngi tiu dng v hng suy ngh ca h v thng hi u. iu ny c bi t quan
trng vi nhng thng hi u c sc cnh tranh thp trong cc knh phn phi khc hay
thng hi u dn u mun bo ton th phn ca mnh trong ca hng. Tuy nhin, c th
nhc nh ngi tiu dng hay to n tng cho thng hi u lm tng sc cnh tranh trn th
NTH: Nhm 5

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In-Store Advertizing

GV: Thy Hunh Phc Ngha

trng, cc v t li u truyn thng phi to ra c s tc ng mnh m.


Vi nhng ngnh hng m ngi mua c nhiu c h i tng tc vi sn phm ti
quy k , cc v t li u phi hp dn, c o v thit k v mang tnh tng tc cao thu
ht s ch v tng tc ca h. Vi nhng ngnh hng c mc trung thnh vi thng
hi u cao, khng ch c o v n tng, cc v t li u qung co cn phi h tr cho vi c
truyn ti thng tin mi v thng hi u. Trong trng hp ny, ngi mua bit r h mun g
v thng hi u no, do cc chng trnh truyn thng phi c nhng yu t hay nhng ci
tin mi.
i vi nhng ngnh hng c gi tr thp hay sc mua cao nh thc phm, ung,
gi t ty, gia dng m t chin dch truyn thng ti im bn bnh thng cng c th
to ra tc ng cao nht. Nhng i vi nhng ngnh hng c gi tr cao v lng trung thnh
vi thng hi u cao nh m phm, chm sc c nhn (chm sc tc, dng da, sa ra
m t) cn phi c nhiu sng to hn th mi c th to ra hi u qu.
V pha nh sn xut, xu hng mua sm thay i ko theo nhiu loi hnh phn phi
xut hin nhng knh bn l vn gi tuyn u trong vic thm nhp th trng, cc nh sn
xut cn tp trung v phn b ngun ngn sch cho knh ny tng ng. V nhm thc y
knh truyn thng ti im bn pht trin cn i hi cc nh sn xut ng vai tr l nh
qung co phi minh bch trong thu mua knh, quyt gi phi cn c trn cc yu t truyn
thng, v nh vy mi to ra c hi qung co cng bng gia cc nh sn xut, gip gim
chi ph.
Ngoi ra, nh sn xut cng phi bit tn dng quyn lc ca mnh trong knh phn
phi nh l thnh vin chnh. Bi truyn thng ti im bn khng ch gip tiu th sn phm
ca h m cn to ra doanh s cho nh bn l. V th, qung co ti y phi l trch nhim
ca c hai bn, theo chi ph qung co cng c chia s.
Bn cnh , i vi nh bn l. Theo xu th, nh bn l khng cn m m m nn
chuyn quyn khai thc v qun l knh truyn thng trong h thng bn l ca mnh qua cho
cc hng dch v qung co chuyn nghip. C nh vy mi hn ch tnh trng ln xn, ri
rm trong cc h thng siu th hin nay, gia tng tnh thm m to ra khng gian mua sm
tch cc cho ngi tiu dng.
Hn na, nh sn xut cn ch ng hp tc vi cc nh bn l trng vn truyn
thng ca mnh ti cc im bn, c nh th hiu qu mang li s cao hn.
C hai cch qun l knh truyn thng ny. Mt l, cho cc agency thu nh
Co.opMart cho Act Media thm nhp vo chui siu th ca h khai thc bn qung co.
NTH: Nhm 5

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In-Store Advertizing

GV: Thy Hunh Phc Ngha

Hai l, nh bn l t pht trin ly cc phng tin ri thu mt n v khc qun l v khai


thc nh cch lm ca Walmart vi h thng 100.000 mn hnh ti vi t lp t ti hn 2.650
ca hiu cho hng truyn thng PRN khai thc.
Sau cng, i vi nh cung cp dch v qung co. Gi vai tr l ngi mi gii dch
v qung co h phi thit lp cho c biu gi chun (ratecard) cho knh qung co mi
ny. Cn lu , gi qung co ca loi hnh truyn thng ti im bn phi thp hn so vi
cc phng tin truyn thng truyn thng sau khi quy i.
Thc hin ng b cc gii php trn c tc ng rt ln n s pht trin knh truyn
thng ti im bn l. n lt n, s hon thin ca knh truyn thng mi ny s lm tng
mc pht trin ca th trng bn l c v quy m ln tnh chuyn nghip.
2. Khng nn
Khuynh hng hot nht chuyn ti thng ip n ngi mua hng l qung co
trn cc mn hnh LCD t ti cc trung tm thng mi, siu th Vi k vng thng ip
v sn phm tip cn ngi mua ng ni, ng ch, vic qung co ti cc siu th l nhm
thc y ngi mua mua hng ha, ch khng phi xem th gin. Tuy vy, loi hnh
qung co ny c nhng hn ch nht nh, chng hn nh khng c s dng m thanh
(theo php lnh qung co) nn c nhiu hn ch trong vic chuyn ti thng ip. Thm vo
, nhiu ngi tiu dng vn b di bom qung co rt d d ng khi b cc phim qung
co eo bm n tn ni mua hng.

NTH: Nhm 5

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In-Store Advertizing

GV: Thy Hunh Phc Ngha

MC LC
I.

GII THIU IN-STORE ADVERTISING....................................................................2


1.

Cc khi nim c bn...............................................................................................2

2.

Hnh thi biu hin trn thc t................................................................................2

3.

Cc loi in-store advertising v ng dng...............................................................3

II.

a.

Cc loi in-store advertising:................................................................................3

a.

ng dng..............................................................................................................3

H THNG BN L V QUNG CO TI IM BN L KNH MT...............4


1.

Tng quan knh MT.................................................................................................4


a.

Knh bn l hin i bao gm:.............................................................................4

b.

Tnh hnh knh bn l hin i hin nay..............................................................4

2.

Phn phi v qung co ti im bn.......................................................................6

3.

Trng by v qung co ti im bn l:.................................................................6


a.

Trng by theo hng i ca khch hng:...........................................................6

b.

Trng by theo nhn hiu, thng hiu sn phm:..............................................7

c.

Trng by ti quy tnh tin:................................................................................7

d.

Trng by theo li i............................................................................................7

e.

Trng by ti khu khuyn mi:............................................................................8

4.

III.

Thit k v qung co ti im bn l:....................................................................8


a.

Kiu lu thng theo cc khi:..............................................................................8

b.

Kiu t do:............................................................................................................9

c.

Kiu Boutique:.....................................................................................................9

TC NG CA IN-STORE ADVERTISING TRONG KNH MT.......................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

Thc trng ca truyn thng hin nay trong knh MT......................................18

Hiu qu ca truyn thng trong knh MT........................................................20

Gii php pht trin truyn thng trong knh MT.............................................24

PHN TCH THC TIN VIT NAM....................................................................25

NTH: Nhm 5

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In-Store Advertizing

GV: Thy Hunh Phc Ngha

1.

Thng hiu Vit Nam...........................................................................................25

2.

Thng hiu quc t..............................................................................................26

V.

GI CHO DOANH NGHIP VIT NAM..............................................................27


1.

Nn.........................................................................................................................27

2.

Khng nn..............................................................................................................29

MC LC.......................................................................................................................................

NTH: Nhm 5

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