Chin lc Marketing ca Unilever Vietnam

rong nhng nm gn y, sc cnh tranh gia hng ho Vit Nam v hng ho nc ngoi din ra ht sc quyt lit, c bit l cc sn phm c xut x t cc cng ty a quc gia hin ang c mt v thng lnh trn th trng Vit Nam. Unilever - Vit Nam cng l mt trong s nhng i gia ln trn th trng hng tiu dng, hng nm cung cp mt lng ln cc mt hng thit yu cho sinh hot hng ngy ca ngi tiu dng Vit Nam nh: kem nh rng P/S, du gi u Sunsilk, bt git Omo, v.v y khng ch l mi e da cho cc nh sn xut trong nc m cn l tm gng cc doanh nghip hc hi v kinh nghim marketing ca mt cng ty a quc gia ln c tm c th gii. C th ni, cng ty Unilever c mt chin lc tip th chu o v y tnh sng to nhm nh bng tn tui v thu ht sc tiu th ca khch hng i vi sn phm ca cng ty. Cng ty tn dng i a nhng im mnh vn c ca mnh cng nh pht huy c nhng c hi ca th trng mang li ngun doanh thu khng l hng nm cho cng ty. Sau y l mt vi phn tch c bn v chin lc marketing ca cng ty. 1. im mnh ca cng ty o c s h tr ca tp on Unilever ton cu nn c nn ti chnh vng mnh. o Chnh sch thu ht ti nng hiu qu: Quan im ca cng ty l Pht trin thng qua con ngi, thng qua cc ngy hi vic lm cho cc sinh vin sp tt nghip ca cc trng i hc danh ting t o to nn cc qun tr vin tp s sng gi cho ngun nhn lc ca cng ty. Ngoi ra, cng ty cng c ch lng bng, phc li tho ng v cc kho hc tp trung trong v ngoi nc cho nhn vin nhm nng cao nghip v ca h o Tnh hnh nghin cu v pht trin cng ngh ca Unilever Vit Nam lun c ch trng v u t tho ng. c bit, cng tc R&D rt hiu qu trong vic khai thc tnh truyn thng trong sn phm nh du gi u b kt, kem nh rng mui. Cng ngh hin i k tha t Unilever ton cu, c chuyn giao nhanh chng v c hiu qu r rt. o Gi c tng i chp nhn c, trong khi cht lng rt cao, khng thua hng ngoi nhp. o Mi trng vn ho doanh nghip mnh, i ng nhn vin tr thc v c tinh thn trch nhim v mc tiu chung ca cng ty, c bit cc quan h vi cng chng rt c ch trng ti cng ty. 2. im yu ca cng ty o Gn y, Unilever phi ct gim ngn sch t nhiu do nhng kh khn m s kin 11-9 gy ra cho nn kinh t th gii. o Cc v tr ch cht trong cng ty vn do ngi nc ngoi nm gi. o Vn cn nhng cng ngh khng p dng c ti Vit Nam do chi ph cao, v vy phi nhp khu t nc ngoi nn tn km chi ph v khng tn dng c ht ngun lao ng di do v c nng lc Vit Nam. o Gi c mt s mt hng ca Unilever cn kh cao so vi thu nhp ca ngi Vit Nam,

nht l nhng vng nng thn. o L mt cng ty c ngun gc chu u, chin lc qung b sn phm ca Unilever cn cha ph hp vi vn ho ng. 3. C hi t cc yu t mi trng bn ngoi o Ch trng ca cc b ngnh Vit Nam l cng thng nht xy dng nn kinh t Vit Nam theo xu hng cng nghip ha, hin i ha; trong u tin thu ht u t nc ngoi, c bit t cc cng ty xuyn quc gia v a quc gia nh Unilever tng ngn sch. o Th trng trong nc (bn bun, bn l, lu chuyn hng ho) pht trin hn nhiu. V c s h tng cc thnh ph ln, nht l TPHCM v ang c u t thch ng, trc mt l ngang bng vi cc nc trong khu vc. o Trong bi cnh khng b, chin tranh, dch bnh , v.v.. thi gian qua, nn chnh tr Vit Nam c nh gi l n nh v c bu chn l mt trong nhng im n an ton nht khu vc chu -Thi Bnh Dng ni ring, v mang li s an tm cho cc nh u t nc ngoi. o Trnh dn tr Vit Nam tng i cao, nht l khu vc thnh th. T l ngi tt nghip i hc, cao ngkh cao so vi cc nc; hn na lao ng tr c Vit Nam gii xut sc v cng ngh - nn y cng l mt ngun nhn lc kh di do cho cng ty. o Khch hng mc tiu ca nhiu sn phm m Unilever Vit Nam kinh doanh l gii tr th h X (nhng bn tr tui t 18-29), hin c phn t lp v phng khong, t tin hn th h trc. H s l ngi a ra quyt nh cho phn ln cc vn trong cuc sng, bao gm vic chn mua nhng sn phm hng tiu dng. o Vit Nam l mt quc gia t do v tn gio nn vic phn phi, qung co sn phm khng phi chu nhiu rng buc qu kht khe nh nhiu nc chu khc. o Vit Nam c c cu dn s tr v ph bin m hnh gia nh m rng (gm c ng b, c ch, v.v), to nhiu c hi cho Unilever v y chnh l khch hng mc tiu ca cng ty. o Vit Nam nm v tr tng i thun li trong khu vc, c ng b bin di, nhiu cng bin ln thun li cho vic xut khu hng ho khi cng ty Unilever bt u ch trng n xut khu trong tng lai gn. o Unilever n Vit Nam khi th trng hng tiu dng y cn mi, c nhiu t kinh doanh 4. Thch thc t cc yu t mi trng bn ngoi o Tc tng trng kinh t ca Vit Nam cn thp cho thy kh nng tiu th sn phm cao. o Ti chnh, tn dng Vit Nam khng pht trin, th trng chng khon cn manh mn. Thm vo , h thng vin thng, thng tin lin lc, cc in thoi, bu in v Internet c mc gi thuc hng cao nht th gii. Do , vic a Internet vo kinh doanh l khng th thc hin c i vi Unilever, mc d cng ty nhiu ln cp n mc tiu ny nh mt cch tip cn khch hng v qung b sn phm thnh cng cc nc cng nghip pht trin.

o B lut thng mi cn nhiu bt li cho nh u t nc ngoi, nht l chnh sch thu quan v thu sut cao nh vo cc mt hng c xem l xa x phm m Unilever ang kinh doanh nh kem dng da, sa tm, o Gii tr Vit Nam cng b nhiu ch trch t pha x hi do xu hng n chi, hng th ca khng t thanh nin gy nhiu bt bnh trong ngi ln tui, nghim khc Mt s kin cho rng chnh cc cng ty a quc gia c ng, mang li li sng hng th phng Ty, vn xa l vi ngi chu m nht l mt nc cn t nhiu t tng phong kin, l gio nh Vit Nam. o Chnh sch dn s - k hoch ha ca chnh ph s khin trong vi thp nin na, lp tr s gi i v c cu dn s gi s khng cn l li th cho Unilever. Ngoi ra, nhng gia nh m rng mc trung lu (c cu gia nh ph bin nht Vit Nam), vic chn mua mt sn phm, nht l sn phm cao cp, thng c cn nhc rt k lng. V vy, nhm ny tiu th nhng mt hng chm sc c nhn (personal care) cao cp khng nhiu nh nhm SSWD (single - c thn , separate - sng ring , widowed - go ph, divorced - ly d) cc nc t bn. o Kh hu nhit i nng m khng ph hp vi mt s sn phm c xut x t cng ty m chu u. o Trong bi cnh th trng hng tiu dng cung ang ln hn cu, nhiu cng ty mi chen chn vo v cnh tranh s rt gay gt cho cng ty Unilever. Trn c s nhng im mnh - im yu, c hi - thch thc, cng ty Unilever thc hin chin lc Marketing quc t vo th trng Vit Nam theo Marketing Mix 4P 1. a im phn phi (Place) Nm 1995, Unilever vo Vit Nam v quyt nh to ra mt h thng tip th v phn phi ton quc, bao qut hn 100.000 a im. Unilever a khi nim tiu th bn l trc tuyn, s dng nhn vin bn hng n tng ca hng bn l theo tuyn, nhng nhn vin ny c nhim v cho cc n hng mi, giao hng v cp tn dng cho cc n hng tip theo. Cc im bn l c cp t by hng nm s dng ti a khng gian trong ca hng ca h v tnh bt mt sn phm. Ngoi ra, cng ty cn gip cc hng phn phi dn xp cc khon cho vay mua phng tin i li, o to qun l v t chc bn hng. 2. Sn phm (Product) Cng ty vn dng nhng tiu chun quc t cho sn phm nhng thch nghi vi nhu cu ca ngi Vit Nam. H mua li t cc i tc ca mnh nhng nhn hiu c uy tn t nhiu nm Vit Nam nh bt git Viso, v kem nh rng P/S. Sau , ci tin cng thc ch to bao gi v tip th gia tng tiu th nhng nhn hiu ny. Bn cnh , cng ty cng tm hiu su sc nhu cu ngi tiu dng Vit Nam Vit Nam ha sn phm ca mnh, v d nh du gi Sunsilk cha thm chit xut t cy b kt - mt loi du gi u dn gian ca Vit Nam; v nhn hiu ny cng thnh cng rt ln chim 80% doanh s ca nhn hiu du gi Sunsilk. Ngh nh ngi Vit Nam chnh l cch hiu ngi tiu dng Vit Nam thch g, cn g t lm ra nhng sn phm ph hp vi h, ng Michel gii thch thm. c

c nhng sn phm tho mn th hiu ngi tiu dng, cng ty xy dng mt i ng nhn vin bn a chuyn nghip, hiu bit tng tn tp qun vn ho kinh doanh v s thch ca ngi Vit Nam. Ni khng ngoa, tr v kem Walls c mt khp th gii nhng nu ra khi Vit Nam th khng th tm u ra loi tr xanh v Bc, tr li Cy a, kem u xanh, hoc kem khoai mn da, nhng sn phm c hng v c trng ca Vit Nam. Vi tm quan trng v uy tn ca thng hiu, trong nhng nm qua Unilever Vit Nam c bit ch trng n vic chng hng gi bo v quyn li ngi tiu dng, bo v s hu tr tu v uy tn vi thng hiu hng ho. Cc sn phm ca cng ty hin nay c thm TEM BO M HNG THT, hay LOGO CHNG HNG GI BO M HNG THT nhm gip khch hng c th nhn bit r rng hng tht - hng gi v mang li cm gic an tm khi s dng. 3. Qung b (Promotion) Cng nh nhng cng ty hng tiu dng pht trin nhanh khc, Unilever Vit Nam c hai mng chnh trong h thng chin lc qung b ca mnh l Above-the-Line(qung b trc tip) v Below-the-Line (qung b gin tip). Above-the-Line l nhng hot ng qung b sn phm trn truyn hnh, bo ch nhm t mt hay mt s mc ch nht nh nh thng bo cho ngi tiu dng bit sn phm mi, hng dn s dng sn phm, v.v Chnh nh chin dch qung co trc tip ng lc, ph hp, kp thi, Unilever Vit Nam i c nhng bc tin di trn th trng ch trong thi gian ngn. Cn Below-the-Line l tt c nhng hot ng qung b khng qua cc phng tin truyn thng (theo M.Christopher, Marketing Below-the-Lines, George Allen & Urwin, London) hay ni cch khc l hot ng bn hng ph, kt hp gia bn hng trc tip (personal selling) v qung co thnh mt ngun lc mang tnh thuyt phc hiu qu (theo J.F. Engel, H.G. Wales v M.R. Warshaw, trong Promotional Strategy, R.D Irwin, Homewood, Illinois.) Song trn thc t, chng trnh Below-the-Line Promotion phi da vo qung co trn cc phng tin i chng v phi da vo nhng mc tiu nhm n, vo bn cht ca sn phm, loi knh phn phi s dng v khch hng mc tiu. C th, l cc hnh thc ph bin thng thy nh gim gi, coupon, tng km di nhiu hnh thc, i v sn phm ny c tng sn phm khc, tng mu dng th cho khch hng, chng trnh khuyn mi rt thm hoc co trng thng nhng phn qu c gi tr, ti tr cho cc cuc thi v nhng chuyn mc trn truyn hnh Nhng hot ng nh vy to dng c hnh nh cc nhn hng (brand imge) ca Unilever ni ngi tiu dng. 4. Chnh sch gi c (Price) Nhn bit 80% ngi tiu dng Vit Nam sng vng nng thn c thu nhp thp, Unilever Vit Nam ra mc tiu gim gi thnh sn xut nhm em li mc gi c hp l cho ngi tiu dng. Cng ty da vo cc doanh nghip nh a phng tm cc nguyn liu ti ch thay th mt s loi phi nhp khu; iu ny va gim c chi ph mua hng va ng thu nhp khu t hn. Ngoi ra, cng ty cng phn b vic sn xut, ng gi cho cc v tinh ti cc khu vc

Bc, Trung, Nam gim chi ph vn chuyn v kho bi. Unilever cng thc hin chnh sch h tr ti chnh gip cc doanh nghip a phng c th nng cp trang thit b sn xut, chuyn giao k thut, t chc cc chng trnh hun luyn sn xut. 5. Con ngi (People) Ngoi 4P truyn thng ca Marketing Mix, phi k n mt P khc khng km phn quan trng m Unilever v ang tip tc pht huy, l nhn t con ngi. Cng vi vic a dng ha cc hot ng sn xut kinh doanh, Unilever Vit Nam lun coi trng vic pht trin ngun nhn lc l bc t ph v cht cho s pht trin bn vng lu di, c khi x hi tin vo nn Kinh t tri thc hoc Kinh t sinh hc. hiu thu o ngi tiu dng Vit Nam v pht trin h thng r gip cng ty c th bm su vo th trng, Unilever xy dng mt i ng nhn vin bn a chuyn nghip v thng xuyn ch trng n cc chng trnh hun luyn nhn vin. Quan im ca Unilever l Pht trin thng qua con ngi, nn cng ty lun quan tm n quyn li ca nhn vin v sn sng h tr h trong cc lnh vc cng tc. Hin nay, i ng qun l Vit Nam thay th cc v tr ch cht trc kia do cc chuyn gia nc ngoi m nhim. Trong thi gian hat ng ti Vit Nam, bn cnh chnh sch pht trin ngun nhn lc, Unilever lun i u vi nhiu hot ng nhn o v pht trin cng ng. thc y v vai tr ca mnh trong vic pht trin x hi Vit Nam, cng ty chi khng t cho cc cam kt nhn o, ch yu tp trung vo cc lnh vc y t, gio dc, xa i gim ngho v phng chng thin tai nh chng trnh P/S bo v n ci Vit Nam, chng trnh Lifeboy phng chng bnh phong hay chng trnh Vim din n v sinh gia nh, phng dch, v.v K tc bc ng pht trin thn tc ca hm qua, k vng ca Unilever Vit Nam ngy mai l: Hon thin nhu cu sc khe v v p ca mi gia nh Vit Nam, xy dng mt doanh nghip ton din, thnh t v uy tn, hot ng sn xut hiu qu, to dng nhiu li ch thit thc cho ngi tiu dng, nhn vin, i tc v c ng, pht huy trch nhim x hi ng gp tch cc cho cc hot ng pht trin cng ng. Vi chin lc Marketing trn, cng ty Unilever chim c cm tnh ca i a s ngi tiu dng Vit Nam trong gn mt thp nin qua. Trong tng lai, Unilever s cho ra i nhiu sn phm mi l v c o hn vi hy vng vn l ngi bn ng hnh, thn thit trong sinh hot ca mi nh.