HOCH NH CHIN LC PR

SON V GiNG:

NGUYN QUC HNG

Cc ni dung ca mt bn chin lc PR:

TM LC PHN TCH MI TRNG PR PHN TCH SWOT XC NH MC CH/MC TIU PR CC NH HNG CHIN LC K HOCH HNH NG

1.TM LC
Nu nhng ni dung ch yu gip ngi c hnh dung mt cch tng qut bn chin lc

2.Phn tch mi trng PR:

2.1 Phn tch mi trng bn ngoi

2.2 Phn tch mi trng bn trong

2.1 Phn tch mi trng bn ngoi

- S thu hiu v ngi tiu dng - Phn tch cnh tranh - Phn tch v tnh hnh truyn thng - Phn tch v tnh hnh kinh t v m

2.2 Phn tch mi trng bn trong

- Phn tch tnh hnh bn hng - Phn tch tnh hnh sc kho thng hiu - Phn tch din bin th phn - Nhn li cc chng trnh thc hin

3. Xc nh mc ch, mc tiu
3.1 Mc ch (goal)

3.2 Cc mc tiu (Objectives)

3.1 Mc ch (goal)
- a dng sn phm mi vo cuc sng - Trin khai rng ri cc chin dch mi, thuyt phc ngi tiu dng th sn phm mi - Tc ng ngi tiu dng mua dng th tip tc mua na, pht trin lng trung thnh vi sn phm mi

3.2 Cc mc tiu (Objectives)

- 30% ngi tiu dng mc tiu bit ti dng sn phm mi ny sau chin dch truyn thng tng hp u tin - Sn lng tiu th t 10,000 n v sn phm trong qu 1 /2006 - T l ngi tiu dng 8a4 mua dng s4 mua li t 80% - Th phn t 12% trong nm u tin, cc nm tip theo duy tr tc tng trng tiu th khng di 50% so vi nm trc

4. Cc nh hng chin lc:

Cc phng hng, gii php ch yu nhm t mc ch, mc tiu

Cc nh hng chin lc PR:

- T chc hot ng tuyn truyn, mi dng th sn phm nhng ni ng ngi tp trung, nht l cc khu vui chi gii tr vo nhng ngy l, tt, ngy ngh cui tun - T chc cc cuc thi tm hiu v sn phm nhm vo NTD mc tiu - Ti tr sn phm cho nhng i tng thc s cn thit - Vit bi v hng dn tiu dng trn cc t bo m NTD mc tiu thng c - Ti tr chng trnh gameshow trn truyn hnh -....

5. K hoch hnh ng
5.1 Cc cng vic PR ch yu
5.2 Cc k hoch hnh ng 5.3 Tin thc hin

Quan h bo ch:
Nhm mc ch a cc tin tc c gi tr ln cc phng tin truyn thng thu ht s ch ca mi ngi v mt doanh nghip/c nhn/sn phm hay dch v

Qung b sn phm:
L cc n lc lin quan ti vic thng bo rng khp nhng c tnh ca mt sn phm/dch c th

S kin/truyn thng tng hp:

L cc hot ng tuyn truyn c bn trong ln bn ngoi pht trin mnh m s hiu bit v doang nghip, sn phm

Vn ng hnh lang (lobbying):

L vic tip xc, vn ng cc nh son tho lut php hoc cc chnh tr gia pht trin hay hn ch 1 o lut no

Hot ng t vn:
a ra nhng li khuyn nh, khuyn co vi nhng ngi c lin quan nng cao hnh nh, uy tn ca cng ty/sn phm

Tham gia cc chng trnh marketing a phng

Phi hp vi chnh quyn, cc c quan xc tin thng mi trong cc chng trnh marketing a phng nng cao s nhn bit, hnh nh, uy tn ca cng ty, sn phm trc cng chng