A 10

Chuyn tt nghip
GVHD: Th.S inh Tin Minh
PHN M U
1. L do chn ti:
Hin nay cuc sng ca ngi dn c ci thin r rt, h khng cn c t tng n no, mc m na m li mun cuc sng ca mnh n ngon, mc p. Do nhu cu lm p cng gia tng. Trc y cc ch em ph n thng lm p bng nhng vt liu t thin nhin nh: c mi tc mt m v ng h thng nu tri b kt gi u hay dng nc vo go da mt trng v min mng, Ngy nay vi tin b khoa hc k thut th cc sn phm lm p phong ph v a dng v chng loi cho cc ch em la chn. Ngoi ra, vi nhng sn phm c sn xut t nhng nguyn liu thin nhin nh: ngh, ngc trai, hoa hng, tri cy, c tc dng khng km cc cch thc lm p t nhng nguyn liu th, m cn tit kim thi gian ca ch em ph n. V hin nay th trng m phm phc v ngi tiu dng c rt nhiu nhn hiu ni ting, uy tn n cc nhn hiu trung bnh, c c sn phm trong nc v nc ngoi cho ngi tiu dng thoi mi la chn. c th tn ti v ng vng trn th trng th cc sn phm cn phi c cht lng cao, cn c chin lc chiu th tht tt c th cnh tranh vi i th. c th c c v tr trn th trng cng ty cn xy dng v hon thin chin lc chiu th v xy dng thng hiu mnh. Chin lc chiu th s gip cho doanh nghip tiu th sn phm tt hn, thng hiu s to ra nhng gi tr cao hn cho doanh nghip. Cng ty C phn M phm p phn phi hai nhn hiu sn phm Lovit v QGirl, tham gia vo th trng m phm si ng nc ta cha bao lu ch t thng 6 nm 2006, do cng ty phi cnh tranh quyt lit vi cc nhn hiu ni ting c uy tn trong v ngoi nc c v tr nht nh trn th trng. Khi tham gia vo th trng th Cng ty C phn M Phm p cng khng nm ngoi quy lut ca th trng, phi cnh tranh tn ti. Do ti chn ti
SVTH: Phm Th Dim Phng
Chuyn tt nghip
nh gi v hon thin chin lc xc tin xc tin cho nhn hiu Lovit nhm nng cao nng lc cnh tranh cho cng ty C phn M Phm p lm chuyn tt nghip ca mnh.
2. Mc ch ca ti:
Phn tch, nh gi thc trng ca cc hot ng xc tin ti Cng ty C phn M Phm p. Nghin cu li th cnh tranh ca cc i th cnh tranh ca Lvit. Nghin cu th trng m phm hin nay, cng nh xu hng s dng m phm ca ngi tiu dng. Nghin cu phn hi ca khch hng i vi cc chng trnh xc tin ca nhn hng Lvit. a ra mt s gii php nhm hon thin cc chng trnh xc tin nng cao nng lc cnh tranh ca nhn hng Lovit.
3. Phng php nghin cu:

Phng php nghin cu da trn nhng l lun v cc nguyn l chiu th, nng lc cnh tranh p dng vo thc t a ra nhng gii php hon thin hn. Lun vn cn s dng nhng phng php: Phng php nghin cu nh tnh thng qua vic tho lun vi cc nhn vin phng marketing v nhng nhn vin cc phng kinh doanh, o to, nhn s, k ton. Ngoi ra, tc gi cn lm mt bui phng vn nhm tp trung ang s dng cc nhn hiu m phm cao cp c tui t 27 35. Nghin cu nh lng, tc gi thit k bng cu hi c ni dung kho st khch hng ca Lovit v nhn thc ca khch hng v sn phm ca Lovit; nh gi cc hot ng xc tin ca cng ty trong thi gian qua. i tng nghin cu l nhng ngi ang s dng mt trong cc sn phm ca Lovit, c thu nhp trung bnh l 5 7 triu ng mt thng. V i tng nghin cu kh tip cn nn tc gi ch ly mu l
Chuyn tt nghip
50. Phng php iu tra l phng vn trc tip, tp trung vo cc nhn vin vn phng, mt s nh kinh doanh v ni tr ti cc chung c. Phn tch d liu th cp t cc ngun: bo ch, cc ti liu v mt s bo co, k hoch ca cng ty.
4. Gii hn v hn ch ca ti:
Gii hn ca ti: Phm vi nghin cu ca lun vn ch tp trung ch yu vo phn tch thc trng cc hot ng xc tin ca cng ty. Phn tch nhng nhn t tc ng n nng lc cnh tranh ca cng ty. T lm c s c th hon hin chin lc xc tin tng nng lc cnh tranh ca cng ty. Lun vn phn tch thi ca khch hng i vi cc hot ng xc tin ca cng ty trong nm 2008. V a ra nhng gii php nhm hon thin tng thnh phn trong hot ng xc tin ca cng ty. Hn ch ca ti l: Nng lc cnh tranh ca mt doanh nghip c trong rt nhiu yu t nh: nng lc sn xut, sn phm, nhn lc, marketing, Nhng trong lun vn ch tp trung phn tch v hot ng xc tin ca cng ty nn cha th c mt ci nhn ton din v nhng li th cnh tranh m cng ty hin c. V v c nhiu yu t to nn nng lc cnh tranh ca cng ty nn trong ti ch a ra nhng gii php hon thin hot ng xc tin nhm h tr, nng cao nng lc cnh tranh ca nhn hng Lovit.
5. Kt cu ca ti
Lun vn c chia thnh 5 chng: Chng 1: l phn gii thiu c s l lun ca ti. Chng ny a ra cc khi nim v nng lc cnh tranh v hot ng xc tin. Chng 2: gii thiu khi qut cng Beaute Cosmetique SA.
Chuyn tt nghip
Chng 3: i su vo phn tch tnh hnh hot ng xc tin ca cng ty. Phn tch v nh gi cc thnh phn trong hot ng xc tin tm ra nhng gii php hon thin hn. Chng 4: nh gi phn hi ca khch hng i vi cc hot ng ca cng ty. Chng 5: trnh by nhng gii php hon thin chin lc xc tin nhm nng cao nng lc cnh tranh cho cng ty. Kt lun ca ti.
Chuyn tt nghip
CHNG 1: C S L LUN.
1. Khi qut nng lc cnh tranh.
1.1 Khi nim nng lc cnh tranh. Nng lc cnh tranh c xem xt nhiu gc khc nhau. Nh nng lc cnh tranh ca quc gia, nng lc cnh tranh ngnh, doanh nghip, hay l nng lc cnh tranh ca sn phm v dch v. bi lun ny chng ta ch cp n nng lc cnh tranh ca doanh nghip. Hin nay c rt nhiu khi nim v nng lc cnh tranh tc gi V Trng Lm (2006) cho rng, nng lc cnh tranh ca doanh nghip l kh nng to dng, duy tr, s dng v sng to mi cc li th cnh tranh ca doanh nghip, tc gi Trn Su (2005) cng c kin tng t: Nng lc cnh tranh ca doanh nghip l kh nng to ra li th cnh tranh, c kh nng to ra nng sut v cht lng cao hn i th cnh tranh, chim lnh th phn ln, to ra thu nhp cao v pht trin bn vng. T nhng nh ngha trn ta c th hiu rng: Nng lc cnh tranh ca doanh nghip l tng hp nhng ngun lc v nhng nng lc ca doanh nghip to ra li th cnh tranh vt tri hn so vi i th nhm tha mn nhu cu ca khch hng. 1.2 M hnh 5 p lc cnh tranh ca Porter. nng cao nng lc cnh cc doanh nghip phi xy dng v duy tr li th cnh tranh ca mnh so vi i th. Mun tm c li th cnh tranh cn phn tch mi trng ngnh c th bit c cc c hi, thch thc, ca doanh nghip. Porter a ra 5 p lc cnh tranh l : (1) Cng cnh tranh gia cc i th hin ti trong ngnh, (2) Nguy c nhp cuc ca cc i th tim nng, (3) Mi e da t cc sn phm c kh nng thay th, (4) Quyn lc thng lng ca ngi mua, v (5) Quyn lc thng lng ca nh cung ng.
Chuyn tt nghip
Hnh 1: 5 p lc cnh tranh ca Porter
Ngun: Porter, Li th cnh tranh,1985, trang 35 1.2.1 Cng cnh tranh ca cc i th hin ti trong ngnh. Tnh cht v cng ca cuc cnh tranh gia cc cng ty hin ti trong ngnh ph thuc vo cc yu t sau: S lng cc i th cnh tranh. Tc tng trng ca ngnh. Ngnh c nng lc d tha. S ngho nn v tnh khc bit ca sn phm. Cc ro cn rt lui. S tham gia vo ngnh cao.
Chuyn tt nghip
1.2.2 Nguy c gia nhp ca cc i th tim nng. Nguy c gia nhp ca cc i th tim nng ph thuc vo cc ro cn gia nhp. Nu cc doanh nghip trong ngnh tc ng quyt lit nhm phng th th kh nng gia nhp ngnh rt thp. Theo Michael Porter, c 6 ngun ro cn xm nhp ch yu, l li th kinh t theo quy m, s khc bit ca sn phm, cc i hi v vn, chi ph chuyn i, kh nng tip cn vi knh phn phi v nhng bt li v chi ph khng lin quan n quy m. 1.2.3 Mi e da t cc sn phm c kh nng thay th. Khi khch hng nhy cm vi s thay i gi th khi gi sn phm tng, khch hng c xu hng s dng sn phm thay th v ngc li. Do ngoi cnh tranh vi cc i th hin ti trong ngnh, doanh nhip cn quan tm n cc hot ng marketing ca cc sn phm thay th a ra nhng gii php kp thi. Cc sn phm thay th t mt gii hn v gi cho sn phm, khi sn phm vt qua gii hn th khch hng s chuyn sang dng sn phm thay th. V d: khi gi cc loi nc ngt c gas tng cao th khch hng c xu hng s dng nc khong hoc tr xanh thay th. 1.2.4 Quyn lc thng lng ca ngi mua. Ngy nay, khch hng c nhiu thng tin hn v nhiu sn phm la chn hn, do c th pht trin doanh nghip cn to lp mt lng khch hng trung thnh. iu ny lm cc doanh nghip cnh tranh duy tr v pht trin khch hng, lm li nhun ca doanh nghip gim hn trc. khch hng c sc mnh khi c cc iu kin sau: S lng ngi mua nh. Khi khch hng mua mt s lng ln sn phm. Cc sn phm l nhng sn phm c bn, khng c tnh khc bit.
Chuyn tt nghip
Ngi mua chim t trng ln trong sn lng bn ca doanh nghip. Khch hng c thng tin y Khch hng e da hi nhp v pha sau. 1.2.5 Quyn lc thng lng ca nh cung ng. Nh cung ng c th khng nh quyn lc ca h bng cch e da tng gi hay gim cht lng sn phm/ dch v cung ng. Do , nh cung ng c th chn p li nhun ca mt ngnh khi ngnh khng c kh nng b p chi ph tng ln trong gi thnh sn xut. Nhng iu kin lm tng p lc t nh cung ng c xu hng ngc li vi cc iu kin lm tng quyn lc ca ngi mua. p lc nh cung ng s tng ln khi: Ch c mt s t cc nh cung ng. Khi sn phm thay th khng c sn. Khi sn phm ca nh cung ng l yu t u vo quan trng i vi hot ng khch hng. Khi sn phm ca nh cung ng c tnh khc bit v c nh gi cao bi cc i th ca doanh nghip. Khi doanh nghip phi gnh chu mt ch ph cao do thay i nh cung ng. Khi cc nh cung ng e da hi nhp v pha trc. 1.3 Cc yu t nh hng n nng lc cnh tranh. C nhiu yu t nh hng n nng lc cnh tranh, c th chia lm 2 loi: bn trong v bn ngoi doanh nhip. 1.3.1 Cc yu t bn trong doanh nghip: 1.3.1.1 Trnh , nng lc v phng thc qun l. Nng lc v phng thc qun l th hin trong qu trnh sp xp, b tr, phn cng nhim v cc phng ban mt cch hp l, b my hot ng gn nh.
Chuyn tt nghip
Trnh , nng lc v phng thc qun l doanh nghip th hin qua cc chin lc, lp k hoch, t chc thc hin cc chin lc. 1.3.1.2 Nng lc chiu th. Nng lc chiu th ca doanh nghip l kh nng nm bt nhu cu th trng, kh nng thc hin chin lc 4P (Product, Place, Price, Promotion) trong hot ng marketing. Kh nng marketing tc ng trc tip ti sn xut v tiu th sn phm, p ng nhu cu khch hng, gp phn lm tng doanh thu, tng th phn tiu th sn phm, nng cao v th ca doanh nghip. y l nhm nhn t rt quan trng tc ng ti nng lc cnh tranh ca doanh nghip. Trong iu kin kinh t hng ha pht trin, vn minh tiu dng ngy cng cao, th ngi tiu dng cng hng ti tiu dng nhng hng ha c thng hiu uy tn. V vy, xy dng thng hiu cho sn phm l mt tt yu i vi nhng doanh nghip mun tn ti trn th trng. Mt khc, nng lc cnh tranh ca doanh nghip ph thuc nhiu khu nh tiu th, khuyn mi, nghin cu th trng do dch v bn hng v sau bn hng ng vai tr quan trng n doanh s tiu th - vn sng cn ca mi doanh nghip. 1.3.1.3 Kh nng nghin cu pht trin. Nng lc nghin cu v pht trin c vai tr quan trng trong ci tin cng ngh, nng cao cht lng sn phm, thay i mu m, nng cao nng sut, hp l ha sn xut. 1.3.1.4 Nng lc ti chnh ca doanh nghip. Trc ht, nng lc ti chnh gn vi vn l mt yu t sn xut c bn v l mt u vo ca doanh nghip. Do , s dng vn c hiu qu, quay vng vn nhanh c ngha rt ln trong vic lm gim chi ph vn, gim gi thnh sn phm nng cao nng lc cnh tranh ca doanh nghip.
Chuyn tt nghip
1.3.1.5 Lc lng lao ng. Trong doanh nghip, lao ng va l yu t u vo va l lc lng trc tip s dng phng tin, thit b sn xut ra sn phm hng ha v dch v. Lao ng cn l lc lng tham gia tch cc vo qu trnh ci tin k thut, hp l ha qu trnh sn xut v thm ch gp sc vo nhng pht kin v sng ch Do vy, trnh ca lc lng lao ng tc ng rt ln n cht lng v tinh xo ca sn phm, nh hng ln n nng sut v chi ph ca doanh nghip. y l mt yu t tc ng trc tip ti nng lc cnh tranh ca doanh nghip. 1.3.2 Cc yu t bn ngoi doanh nghip: 1.3.2.1 Th trng. Th trng l mi trng kinh doanh rt quan trng i vi doanh nghip. Th trng va l ni tiu th sn phm, tm kim u vo thng qua hot ng mua bn hng ha dch v u ra v cc yu t u vo. Th trng cn ng thi l cng c nh hng, hng dn hot ng ca doanh nghip, thng qua mc cu, gi c, li nhun nh hng chin lc, k hoch kinh doanh. Nh vy, s n nh ca th trng c ngha rt quan trng i vi hot ng ca doanh nghip ni chung v nng cao sc cnh tranh ca doanh nghip ni ring. 1.3.2.2 Th ch, chnh sch. Th ch, chnh sch l tin quan trng cho hot ng ca doanh nghip. Th ch, chnh sch bao gm php lut, chnh sch v u t, ti chnh, tin t, t ai, cng ngh, th trng ngha l cc bin php iu tit c u vo v u ra cng nh ton b qu trnh hot ng ca doanh nghip. Do vy, y l nhm yu t rt quan trng v bao qut rt nhiu vn lin quan ti hot ng
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ca doanh nghip ni chung v nng cao nng lc cnh tranh ca doanh nghip ni ring. 1.3.2.3 Kt cu h tng. Kt cu h tng bao gm h tng vt cht k thut v h tng x hi, bao gm h thng giao thng, mng li in, h thng thng tin, h thng gio dc o to y l tin quan trng, tc ng mnh n hot ng ca doanh nghip, nh hng n cht lng v gi c ca sn phm. Din n Kinh t th gii (WEF) s dng ti tiu ch phn nh kt cu h tng trong tng s 56 tiu ch nh gi v mi trng kinh doanh c s dng tnh nng lc cnh tranh quc gia. bo m cho doanh nghip hot ng bnh thng v nng cao nng lc cnh tranh, cn c h thng kt cu h tng a dng, c cht lng tt. iu i hi c s u t ng mc pht trin kt cu h tng kinh t - x hi. 1.3.2.4 Cc ngnh cng nghip ph tr. Hot ng sn xut kinh doanh vi mi doanh nghip s lin quan ti mt chui cc ngnh khc v dch v h tr kinh doanh nh: nhng ngnh cung cp nguyn liu u vo, dch v vn ti, cung cp in, cung cp nc Nu s dng cc dch v vi chi ph thp, cht lng phc v tt s to ra li th cho doanh nghip tng nng lc cnh tranh, bi v mi lnh vc hot ng s c c hi thc hin mc chuyn mn ha cao hn lm tng hiu qu sn xut kinh doanh.
2 Kht qut li th cnh tranh.

2.1 Khi nim li th cnh tranh. Li th cnh tranh l nhng gi tr m doanh nghip c th to ra cho khch hng. Li th c th di dng gi c thp hn i th cnh tranh (trong khi li ch l tng ng), hoc cung cp nhng li ch vt tri so vi i th
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khin khch hng chp nhn mc thanh ton cao hn (Michael Porter, li th cnh tranh, 1985,trang 26) Li th cnh tranh bn vng khi ln to ra khc bit, lu di trc nhng bin i ca mi trng kinh doanh v phn ng ca i th. N phi l nhng c im him c, c th to ra gi tr cho khch hng, n c th bt chc v thay th nhng khng hon ton. 2.2 Cch thc to li th cnh tranh. Vi nhng c tnh trn, to ra li th cnh tranh, doanh nghip cn nh gi li cc ngun lc bn trong doanh nghip v phn tch cc lc lng bn ngoi ( 5 p lc cnh tranh ca Porter). Dng kt qu thu c so snh vi i th cnh tranh. Qua doanh nghip c th xc nh nhng nng lc ca mnh mnh hn i th cnh tranh cn phi nng cao v pht huy tr thnh li th cnh tranh ca doanh nghip so vi cc i th cnh tranh.
3 Khi qut v hot ng xc tin.

3.1 Khi nim v vai tr ca hot ng xc tin. 3.1.1 Khi nim. Xc tin l nhng phng php v mt ngh thut m cc nh doanh nghip dng thng tin v sn phm, thuyt phc, nhc nh v khuyn khch khch hng mua sn phm; v cng nh hiu r hn v doanh nghip. Nhng hot ng xc tin ny c biu hin qua nhn hiu, bao b, gian trng by, bn hng c nhn, nhng thng ip qua cc phng tin thng tin. . . . Mt hot ng xc tin c cc thnh phn: qung co, khuyn mi, tuyn truyn, bn hng c nhn, chiu th trc tip.
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3.1.2 Mc ch ca hot ng xc tin. Thng tin cho khch hng bit n sn phm ca mnh, v s c mt v v tr ca sn phm trn th trng. Xc tin dng khuyn khch khch hng mua hng nhiu hn bng cc chng trnh khuyn mi kch thch lm tng lng cu i vi sn phm. Xc tin gip khch hng so snh v thy c sn phm ca doanh nghip tt hn hoc c im u vit hn so vi i th cnh tranh khc. Thuyt phc khch hng mua hng v sn phm ca doanh nghip p ng nhu cu ca khch hng v la chn sn phm ca doanh nghip s lm hi lng khch hng. Nhc nh khch hng v s c sn v nhng li ch ca sn phm nhm duy tr th phn ca mnh. 3.1.3 Vai tr ca hot ng xc tin. Hot ng xc tin l mt trong 4 yu t quan trng ca chin lc chiu th hn hp. Hot ng xc tin h tr cho cc thnh phn trong chiu th hn hp. S khng mt doanh nghip no tn ti khi ch c sn phm tt nhng li khng c th trng khi khng t chc cc hot ng xc tin bn hng. c bit i vi cc sn phm mi th hot ng xc tin v cng cn thit v khch hng cn c thng tin v s c mt, nhng li ch ca sn phm mang li. i vi nhng sn phm m khch hng nhn bit th xc tin gip nng cao thng hiu v to lng trung thnh trong tm tr khch hng. 3.2 Cc yu t nh hng n hot ng xc tin. 3.2.1 Loi sn phm. Sn phm l hng tiu dng th vi tm l ngi tiu dng d thay i v s cnh tranh trong ngnh v cng khc lit nn cng c xc tin quan trng l qung co, khuyn mi, chiu th trc tip. . .
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Cn sn phm l hng cng nghip th chu k sng hay xu hng ngnh chm thay i. Do m hot ng xc tin ch yu thng qua bn hng trc tip l quan trng nht, sau l cc hot ng khuyn mi, tuyn truyn, qung co. 3.2.2 S sn sng mua. S sn sng mua ca khch hng c 6 giai on gm: nhn bit, hiu r, thch, a chung, tin tng v mua. Trong mi giai on th tm l ca khch hng khc nhau do hot ng xc tin cng khc nhau. Trong giai on nhn bit th doanh nghip cn thng tin cho khch hng v s tn ti ca sn phm. Trong giai on hiu r, khch hng s tm hiu thng tin v sn phm nhiu hn khi nhn bit s tn ti ca sn phm. Thch l giai on m khch hng th hin s thin cm i vi sn phm. =>Trong cc giai on nhn bit, hiu r v thch thch qung co v quan h cng chng l quan trng. Giai on a chung l giai on khch hng quan tm n sn phm nhng vn cha quyt nh mua. Trong giai on ny ngoi qung co v tuyn truyn ra th bn hng c nhn cng rt quan trng nhm gio dc khch hng, to s tin tng ni khch hng. Tin tng l lc quan trng quyt nh mua, v vy trong giai on ny cn lm tng mong mun tha mn nhu cu ca khch hng. Phng tin ch yu giai on ny l bn hng c nhn, v khuyn mi cho dng mu th s lm tng mong mun s hu sn phm ca khch hng. Giai on mua cng c nhng nh hng bi bn nng, s can thip ca ngi thn,. . . Do bn hng c nhn v khuyn mi l quan trng nht.
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3.2.3 Giai on hin ti trong chu k sng ca sn phm Chu k sng ca sn phm c 4 giai on, mi giai on c nhng c im khc nhau nn hot ng xc tin cho mi giai on cng khc nhau. Giai on gii thiu: khi khch hng cha nhn thc r v sn phm cng nh nhng li ch ca sn phm. Hot ng xc tin cn thit l phi hp cc thnh phn ca hot ng xc tin thng tin cho khch hng v sn phm. Giai on pht trin: khch hng nhn bit sn phm tt hn, doanh thu bn hng tng nhanh chng v nhiu trung gian mun phn phi sn phm. Th trong giai on ny th cn ch trng n qung co v quan h cng chng nng cao hnh nh thng hiu trong tm tr khch hng. Giai on trng thnh: sn phm c sc cnh tranh mnh hn trn th trng v doanh thu khng tng nhanh nh trc na.V vy khuyn mi trong giai on ny rt thch hp gi th phn. Giai on suy thoi: trong giai on ny th doanh thu v li nhun sm st so vi trc, nhiu sn phm mi tt hn ra i. Hot ng xc tin b ct giam v lc ny th khuyn mi vn c s dng mnh. 3.2.4 i tng hot ng xc tin. Mt hot ng xc tin hng n nh trung gian th l chin lc y. Sn phm c y ra th trng thng qua cc knh phn phi th hot ng xc tin ch yu l khuyn mi cho knh trung gian v bn hng c nhn. Cn chin lc ko l chng trnh xc tin hng n ngi tiu dng. Hot ng xc tin ch yu l qung co v khuyn mi cho ngi tiu dng.
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3.3 Cc thnh phn trong hot ng xc tin 3.3.1 Qung co 3.3.1.1 Khi nim v bn cht ca qung co. Qung co l vic s dng cc phng tin thng tin i chng truyn t tin tc v sn phm n khch hng. Qung co c nhng bn cht sau: S trnh by cng khai: qung co l hnh thc truyn t thng tin hp php v c chun ha. S lan ta: v qung co lp li nhiu ln v cc phng tin truyn thng i chng c lng khn thnh gia rt ln, khng gii hn v mt a l. Gia tng din t: v yu t in nh dn dn c p dng vi cc mu qung co lm cho cc mu qung co tr nn a dng hn. Tnh v cm: v qung co l c thoi ca doanh nghip, khng trc tip i mt vi khch hng. 3.3.1.2 Mc tiu. Mc tiu ca qung co c th chia thnh 2 nhm. Nhm hng n s cu: Thng tin sn phm n khch hng, mc tiu ny c nhn mnh trong giai on gii thiu sn phm nhm hnh thnh nhu cu gc. Thuyt phc nhm gia tng khch hng. Mt mu qung co thuyt phc thng c th hin bng cch so snh vi i th cnh tranh. Nhc nh l mc tiu quan trng khi trong ma vng khch nu sn phm theo ma hoc cho nhng nhu cu trong tng lai. Nhm hng n hnh nh: i vi cng ty th mc tiu c th l pht trin v duy tr hnh nh tt p ca cng ty trong tm tr khch hng.
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Chuyn tt nghip
Khi qung co mun xy dng thng hiu th mc tiu c th l to nhu cu la chn trong khch hng, xy dng v pht trin cho thng hiu ng thi qung b thng hiu. 3.3.1.3 Phng tin qung co. Hin nay vi s pht trin cng ngh nh v bo s c nhiu phng tin phc v cho vic qung co. Ty thuc vo sn phm m doanh nghip mun qung co, hay thng tin truyn ti n khch hng, m chn nhng phng tin qung co thch hp. Bng 1: Cc phng tin qung co. Phng tin qung co Bo Mc bao ph cao. Linh hot v nh c thi gian. Tn sut cao. C mc tin cy cao. Tp ch Chn lc c gi, tp ch ch phc v lng in n tt hn bo. Thiu linh hat do thi gian gin Tn sut thp, do thi gian gia kh lu li trong tm tr khch hng. Ch gii thiu sn phm qua m thanh. Thi gian qung co ngn. t thu ht, gy ch hn truyn hnh Truyn hnh Kt hp tt gia m thanh, hnh nh, Khng chn lc c khn gi. mt s ngi c cng mi quan tm. Cht on di gia hai ln xut bn. Tp ch gn b vi c gi trong thi hai s bo di v vy mu qung co gian di. Truyn thanh Phm vi rng. Linh ng v khu vc a l Chi ph thp. Tn sut cao. Thng tin d b b st. Cht lng hnh nh, mu sc thp do sao chp li. u im Khuyt im
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Chuyn tt nghip
mu sc d lin tng hn cho khn gi cm nhn bng th gic ln xc gic. Phm vi ph sng rng hn, a phng v c nc. Tn sut qung co cao, d lu li trong tm tr khch hng. D gy ch hn v c s hp dn cao. Qung co Linh ng. Truyn t nhanh chng v n gin. Chi ph thp. t chu p lc qung co cnh tranh. Phim nh Phng tin quan trng nht ca qung co ca chuyn . Gii thiu sn phm, qu trnh sn xut, lu thng v tiu dng sn phm. Khai thc tt cc li th v mu sc, hnh nh, m thanh, mi trng
D b nhm chn, b qua. Chi ph cao. Thi gian qung co rt ngn
Hn ch sng to. Khng chn lc ngi xem. B chi phi v yu cu thm m ca cng chng Tn km v chi ph. T chc v qung co rt phc tp S ngi tip nhn thng tin khng ln.
ngoi tri
Ngun: Nhm Th.S Quch Th Bu Chu, Marketing cn bn, nm 2005, trang 200 - 201 3.3.2 Quan h cng chng v tuyn truyn. 3.3.2.1 Khi nim . Quan h cng chng l nhng hot ng truyn thng xy dng v bo v danh ting ca cng ty, sn phm vi cng chng. Hot ng quan h cng chng c th mang tnh c nhn, phi tr tin v c th chu s kim sot hay khng ca cc nh ti tr.
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Chuyn tt nghip
Tuyn truyn l mt hnh thc ca quan h cng chng nhng bt buc phi l nhng hot ng truyn thng khng mang tnh c nhn v khng phi tr tin. 3.3.2.2 Mc tiu. Cc mc tiu ca quan h cng chng u hng theo hnh nh ca sn phm, cng ty, c th: - Truyn thng nhng bo co v thnh qu hot ng ca cng ty. - Kt hp hot ng x hi v qung co. - Gi vng tnh cm ca cng chng. - t c nhng v tr v thi im tt trn cc phng tin truyn thng cho cc thng co bo ch v din gii ca cng ty. - t c v tr cn thit cho cng ty khi n ra nhng cuc tranh lun. - Hng n nhiu nhm phng tin. - Xy dng v pht trin thin cm ca cng chng dnh cho sn phm, cng ty. 3.3.2.3 Mt s hnh thc hot ng ca quan h cng chng Quan h vi bo ch. Cung cp cc thng tin c gi tr li ko s ch v sn phm, v cng ty bng cc hot ng: - T chc cc bui hp bo. - Thc hin nhng bui phng vn, phng s. - Nhng bi bo chuyn kinh doanh - Nhng bi bo phc v. - Thng tin khn cp. Tuyn truyn sn phm: cng b rng ri cc thng tin gii thiu sn phm mi, s ci tin ca sn phm, nhng c tnh ca sn phm.
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Chuyn tt nghip
Truyn thng ca cng ty: l nhng hot ng truyn thng bn trong ln bn ngoi cng ty gip nhn vin cng ty v cng chng hiu r v qu trnh hnh thnh, nh hng pht trin cng nh v nhng trit l v kinh doanh ca cng ty. Vn ng hng lang: l cng vic vn ng cc c quan lp php, qun l nh nc, cc nh ch tr thc y hay hn ch mt s quy nh nhm to s thun li cho hot ng ca cng ty. T vn: t vn cho cc nh qun tr trong lnh giao t, pht ngn v nhng vn nng cao v tr v hnh nh ca cng ty. 3.3.2.4 Cc cng c quan h cng chng. - Xut bn n phm bao gm cc t liu bo co hng nm, nhng quyn hng dn s dng sn phm, cc bn tin ca cng ty, cc tp ch. - T chc s kin: t chc cc bui l khnh thnh, khai trng, k nim, - Ti tr: ti tr cho cc chng trnh t thin, hoc ti tr thng mi nh cc tr chi trn truyn hnh gn tn sn phm hay tn cng ty. - Tin tc: l nhng tin tc v cng ty, sn phm, con ngi ti cng ty. - Bi ni chuyn: gim c cng ty c th trnh by v tnh hnh hot ng doanh nghip v tr li nhng thc mc ca khch hng. - Hot ng cng ch: cng ty c th nng cao uy tn, hnh nh ca mnh cho hot ng x hi c ch. - Phng tin nhn dng: l nhng phng tin dng trong kinh doanh nh logo, bng hiu, ng phc, 3.3.3 Khuyn mi. 3.3.3.1 Khi nim. Khuyn mi l dng nhng chng trnh tng thm li ch cho khch hng khuyn khch mua hng trong thi gian ngn.
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Chuyn tt nghip
Mt s c trng ca khuyn mi: Truyn thng: khuyn mi gy s ch v cung cp thng tin dn ngi tiu th n vi sn phm. Kch thch: khuyn mi dng nhng cng c thc y, lm gia tng li ch thuyt phc khch hng mua hng. Cho mi: khuyn mi nh mt li cho thc gic khch hng mua hng khng s b mt c hi. 3.3.3.2 Mc tiu. Khuyn mi hng n trung gian phn phi hay cn gi l khuyn mi thng mi. - Tng sc mua bn sn phm v d tr ca nh phn phi. - Khuyn khch mua vo nhng thi im vng khch. - t nhiu din tch trng by v v tr tt. - Gia tng nhit tnh bn hng. - Tng cng phn phi sn phm. - Khuyn khch ng h sn phm mi kiu dng mi. Khuyn mi hng n ngi tiu dng. - Khuyn khch ngi tiu dng mua nhiu sn phm hn. - ng vin s dng th sn phm. - Li ko khch hng t nhn hiu cnh tranh. - Lm tng nhn thc nhn hiu ca sn phm. - Khuyn khch mua li sn phm. - Khuyn khch mua sm bc ng. 3.3.3.3 Cc cng c khuyn mi. Khuyn mi hng n trung gian phn phi. - Gim gi khi mua vi s lng nhiu. - Thng khi nh trung gian phn phi t ch tiu cng ty a ra.
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Chuyn tt nghip
- Tng qu khi nh phn phi mua vi mt s lng nht nh. - Trng by ti im bn. - H tr bn hng. Khuyn mi hng n ngi tiu dng. - Tng sn phm mu cho ngi tiu dng th sn phm. - Tng phiu gim gi: vi mc ch mua li sn phm ca cng ty. - Tng qu: to s thn thin vi ngi tiu dng. - Tng s lng sn phm. - T chc cc cuc rt thm trng thng. - Dng th sn phm min ph. 3.3.4 Bn hng c nhn. 3.3.4.1 Khi nim. Bn hng c nhn l s giao tip mt i mt gia nhn vin bn hng v khch hng tim nng trnh by, gii thiu v bn sn phm. Bn hng c nhn cung cp nhiu thng tin v sn phm cho khch hng v tnh thuyt phc khch hng mua hng cao hn nhiu so vi qung co. Ngoi ra nhn vin bn hng c th gii p nhng thc mc ca khch hng v sn phm, dch v ca cng ty v to lp c mi quan h thn thit vi khch hng. 3.3.4.2 Mc tiu. - Cung cp thng tin mt cch y v r rng v cc c tnh ca sn phm, gii p cc thc mc ca khch hng v sn phm v dch v km theo. - Phn tch nhng im khc bit so vi i th cnh tranh t thuyt phc khch hng mua sn phm ca doanh nghip. - Pht hin nhng vn pht sinh khi i thoi vi khch hng. - Phi bn c nhiu sn phm khi to lp mi quan h vi khch hng, bn nhng sn phm ng b.
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Chuyn tt nghip
- Lm gim mc nghim trng khi khch hng t ra bt mn. - To hnh nh tt v s hin din ca nhn vin bn hng. - To c s tin cy t khch hng. 3.3.4.3 Cc hnh thc bn hng c nhn. Ca hng gii thiu sn phm. Chnh v cc ca hng gii thiu sn c nhng thit k c trng v thng nht nn khch hng ch cn thong thy ca hng c th bit l sn ca hng bn sn nhn hiu no v ca ai? Cc ca hng gii thiu sn phm h tr bn hng rt hiu qu khi ca hng gii thiu sn phm c th t vn cho khch hng v sn phm, gii p cc thc mc ca khch hng v sn phm, dch v km theo. Ti cc ca hng gii thiu sn phm th trng by v cng quan trng v khi trng by n tng, thu ht khch hng c th to ra nhu cu mua hng. Hi ch: hi ch l mt hnh thc t chc cho cc doanh nghip qung b sn phm, bn hng, tm hiu khch hng, nh gi th trng, hiu r li th ca mnh v i th cnh tranh. Bn hng trc tip: a dng ha khch hng. Vi i ng bn hng c hun luyn chuyn nghip th s d dng tip cn bn hng v to mt hnh nh tt p v cng ty, gy thin cm vi khch hng v to mt lng khch hng trung thnh. 3.3.5 Chiu th trc tip. 3.3.5.1 Khi nim. Marketing trc tip l vic s dng in thoi, th in t v cng c tip xc khc ( khng phi bng con ngi) giao tip v dn d mt p ng t nhng khch hng ring bit hoc tim nng. 3.3.5.2 Li ch i vi ngi bn. - C th la chn nhiu khch hng tim nng hn.
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Chuyn tt nghip
- Thng ip bn c c nhn ha v khch hng ha. - C th xy dng c mi lin h lin tc vi khch hng. - i th cnh tranh khng xem c chin lc ca cng ty dnh cho khch hng. - nh gi c v c th o lng phn ng ca khch hng. - C th n vi khch hng rin nng vo nhng thi im thch hp. 3.3.5.3 Mc tiu. - Tc ng n nhn thc v quyt nh mua sau ca khch hng. - To c hi cho nhn vin bn hng. - Gi nhng thng ip nhn mnh hnh nh v s a thch cng ty. - Thng tin v hng dn khch hng chun b cho ln mua sau. 3.3.5.4 Hnh thc. Marketing qua catalog: ni dung ca catalog cn nu r tnh cht, c im, cng dng ca sn phm, cn c a ch mua, ng dy nng tr li nhng thc mc v sn phm, cc qu tng, gim gi, Marketing qua th in t trc tip: trong c th, mu qung co nh, phim, s in thoi min ph, Marketing t xa qua in thoi, th: hin l cng c quan trng ca marketing trc tip v c s dng ngy cng nhiu.
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Chuyn tt nghip
CHNG 2: GII THIU CNG TY BEAUTE COSMETIQUE

1. Qu trnh hnh thnh v pht trin.
Tn cng ty : in thoi: Fax: a ch email: a ch Website: Tr s chnh : Chi nhnh: Ngnh ngh kinh doanh: Th trng tiu th: Cng ty C phn M Phm p (Beaute cosmetique SA). 08 39291740 41 42 08 39291732 quyentp@beaute-cos.com.
www.lovite.com.
422 Nguyn Th Minh Khai, Q3, Tp HCM. 115 Nguyn C Trinh, Q1, Tp HCM. Nhp khu v phn phi 2 nhn hiu m phm Lovit v QGirl ti th trng Vit Nam. Cc th ln trong c nc: H Ni, Hi Phng, Nng, Nha Trang, Hu, Tp HCM, Cn Th, Long An
Cng ty c phn m phm p c thnh lp vo thng 3 nm 2006 chuyn phn phi hai loi m phm cao cp Lovit Paris v QGirl New York ti th trng Vit Nam. Cng ty cung cp cc sn phm kem dng da, sa ra mt, nc lm mt da v cc m phm trang im, nc hoa . . . c chit xut t ngc trai, nc bin tinh khit ng dng cng ngh Nano Liposome, nhp khu t Hn Quc. T thng 6 nm 2006, cng ty mi chnh thc i vo hot ng, lc cng ty c tr s ti 278A Nguyn nh Chiu, Q3, Tp. HCM. Ngy 14-072006 cng ty M Phm p long trng khai trng ca hng gii thiu sn phm Lovit ti s 278A Nguyn nh Chiu, Q3, Tp. HCM. Nm 2007, cng ty chuyn tr s chnh ca mnh t 278A Nguyn nh Chiu, Q3 sang s 98B, Nguyn Vn Tri, Q. Ph Nhun.
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Chuyn tt nghip
Nm 2008, cng ty chuyn tr s ca mnh t Q. Ph Nhun sang 422 Nguyn Th Minh Khai, Q.3. ng thi cng ty cng chuyn ca hng gii thiu sn phm u tin trn ng Nguyn nh Chiu sang 422 Nguyn Th Minh Khai. Khi hot ng kinh doanh dn n nh, cng ty cho ra mt sn phm mi l nc hoa Elgance, Dlice v sn phm Golden Firming Lift Serum tinh cht vng chng chy x, vi i s l siu mu Julie Louise Walls. Nm 2009 v cc nm sp ti cng ty phn u tr thnh mt trong 3 cng ty phn phi m phm hng u Vit Nam v a thng hiu Lovit tr thnh nhn hiu hng u trong phn khc sn phm cao cp. Cng ty lun c gng gii thiu cc sn phm mi c cht lng cao n ngi tiu dng. Cng ty cng khng ngng pht trin cc hot ng marketing, xy dng thng hiu c chin lc, o to i ng nhn vin chuyn nghip hn v m rng mng li phn phi n cc th ln trn c nc. D kin nm 2009, cng ty s t mc doanh thu 71 t ng.
2. C cu t chc.
Hnh 2: S b my qun l ca cng ty:
Gim c
Trng Phng marketing
Trng Phng kinh doanh
Trng Phng k ton
Trng Phng thu mua
Trng Phng o to
Trng Phng hnh chnh nhn s v k thut Nhn vin
Nhn vin
Nhn vin
Nhn vin
Nhn vin
Nhn vin
Ngun: cng ty C phn M Phm p.
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Chuyn tt nghip
y l b my qun l trc tuyn n gin. Gim c l ngi lm vic trc tip vi trng phng cc phng ban. Gim c l ngi xy dng cc chin lc di hn v ngn hn cho cng ty, cc trng phng c nhim v trin khai v gim st hot ng c th ca chin lc m gim c ra. Cc trng phng nhn bo co t nhn vin ca mnh v bo co li cho gim c tnh hnh thc hin cng vic. Cng ty c phn M Phm p c tt c 6 phng ban gm c: phng marketing, phng kinh doanh, phng k ton, phng thu mua, phng hnh chnh nhn s v k thut, phng o to. Hnh 3:S c cu t chc ca cng ty:
Gim c
Phng marketing
Phng kinh doanh
Phng k ton
Phng thu mua
Phng hnh chnh nhn s v k thut
Phng o to
Ngun: cng ty C phn M Phm p. Phng marketing. Mc ch ca phng marketing l lp nhng chin lc cho bn thnh phn ca marketing mix nhm m bo doanh thu hng nm, pht trin cc sn phm mi, m rng th trng tiu th. Phng Marketing s lp k hoch v trin khai cc hot ng qung co, cc chng trnh khuyn mi, ti tr . . . cho hai nhn hng Lvit v Qgirl trn th trng vit Nam.
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Chuyn tt nghip
Lp k hoch v trin khai cc hot ng chm sc khch hng v pht trin khch hng mi. Tham gia d bo lng hng bn ra iu phi t hng. Phng kinh doanh. Tham mu cho gim c v xy dng chin lc kinh doanh di hn v hng nm cho cng ty. xut ch tiu doanh thu hng nm, giao cho nhn vin kinh doanh, theo di v qun l mng li kinh doanh y mnh hot ng bn hng. xut v t chc thc hin cc chng trnh khuyn mi hng thng nhm y mnh hot ng bn hng. Phng k ton. Phng k ton c nhim v qun l v cn i ti chnh ca cng ty, tham mu cho gim c cac ch chnh sch ti chnh, bo co thu cho Cc Thu. Phng k ton cn thnh lp h thng bng lng cho nhn vin. Phng thu mua. Phng thu mua chu trch nhim lp k hoch mua trong di hn v hng nm ca cng ty. Phng c nhim v thc hin cc bn hp ng vi cc nh cung cp m bo c lng hng trng by v d tr. Ngoi ra phng thu mua cn c trch nhim chn cc nh cung cp cc sn phm khuyn mi, qu tng khch hng thch hp vi chi ph cnh tranh. Phng hnh chnh nhn s v k thut. Phng hnh chnh nhn s c nhim v cn i cc ngun nhn s trong cng ty, tuyn dng, o to nhn vin trong cng ty. L phng chu trch nhim qun l v k lut nhn vin.
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Nhn vin phng k thut chu trch nhim iu hnh trang web ca cng ty, h tr cc nhn vin phng ban khc v nhng phn mm mi ng dng trong cng ty. Phng o to. Phng o to hun luyn cc nhn vin bn hng quy trnh bn hng, kin thc v chm sc da, trang im, k nng t vn cho khch hng dng sn phm no. Phng o to c nhim v gii quyt nhng khiu ni ca khch hng v vic b d ng khi s dng sn phm. Phng cng chu trch nhim t chc cc bui dy trang im, chm sc da cho khch hng thn thit.
3. Sn phm.
Lovit: Dng sn phm dng m ngc trai Vi thnh phn chit xut ngc trai, nc bin tinh khit, ng dng cng ngh Nano Liposome. Chit xut ngc trai, nc bin tinh khit cho hiu qu dng m cao, ti sing da, bo v da trnh cc tc ng ca tia t ngoi. Cng ngh Nano Liposome lm nh phn t gip thm thu nhanh cc thnh phn vo da. Dng sn phm dng m ngc trai gm c cc sn phm theo cc thao tc lm sch c sa ty trang, sa ra mt; n nh c mt n nh k, kem massage ... Thao tc chm sc c bn c cc sn phm nc lm mm mt da, kem chm sc vng mt, kem dng da sn chc, kem chng nng . . .
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Chuyn tt nghip
Thao tc c tr c cc sn phm chng nhn, kem chm sc vng da sm mu, kem chm sc vng da c. Thao tc chm sc c th c cc sn phm sa tm, sa dng th . . . Dng sn phm dng sng da Phc hp Gigawhiter t 7 loi tho mc, ln da khng nhng c lm sng bn ngoi m cn ci thin ngay t bn trong. Sn phm c ng dng k thut Gel Network iu ch cc sn phm dng Gel cho hiu qu dn tri v cm gic nh nhng, d chu khi s dng. Bc dng sng da c cc sn phm nh nc lm mm mt sng da, tinh cht sng da, kem dng sng da . . . Dng sn phm chm sc l chn lng. Nh thnh phn Azeloglycine, AC Net v cc nhn t c bit mang li hiu qu ti u cho ln da: se nh l chn lng, khng khun v chng vim nhim; ngn nga lo ha v tng cng m cho ln da. Bao gm cc sn phm nc lm mm mt da, tinh du dng da, kem dng da chm sc l chn lng. Dng sn phm dng da chng lo ha. ng dng 2 thnh phn tin tin ci thin np nhn c kim chng GP4G v Kobuchka, cho hiu qu cung cp nng lng sng cc t bo da, bo v trnh cc tc ng c hi t bn ngoi. Bao gm cc sn phm nc lm mt da, tinh cht dng da, kem dng da chng lo ha . . .
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Chuyn tt nghip
Dng sn phm trang im ngc trai. Ngc trai mang n hiu qu trang im rc r, bm mu lu, kh nng dn tri u. Ngoi ra, ngc trai cn cung cp dng cht hiu qu dng m cho da, bo v ln da khi cc tc nhn c hi. Bc trang im nn gm c cc sn phm kem lt, kem nn, phn trang im . . . Bc trang im mt gm c cc sn phm ch v chn my, ch v mi, mascara di v cong mi, phn mt . . . Trang im mi v hiu chnh c cc sn phm si mi, son dng v son bng cng phn m hng . . . Nc hoa cao cp Lovit. Nh nhng gi cm t hng thm thanh lch v qu phi ca Elgance hay s du dng tinh khi v y sc sng ca Dlice. Lovit Paris Eau de Parfum, nc hoa cao cp t Php nm gi b mt ca nt quyn r v tinh t, th hin s sang trng
Golden Firming Lift Serum. Nm 2008, cng ty cho ra mt sn phm thuc dng c tr mi l Golden Firming Lift Serum vi vng nguyn cht cng cng ngh Nano phn nh cc tnh cht trong sut giu dinh dng: hng ty, u lupin,chit xut rau sam, gip cc tinh cht thm su vo da d dng v thanh lc ln da nhim c, gim np nhn, lm sn chc da, chng chy x.
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Chuyn tt nghip
Qgirl: Dng sn phm chm sc c th. Kt hp hon ho gia chit xut ngc trai Pearl Plus v h dng cht tin tin lm mt tc v nui dng da u, du gi nc hoa cao cp QGirl s cho bn mt mi tc mt m v chc kho, sa dng th cao cp QGirl s gip bn c mt ln da sng mn ng thi bo v ln da khi nhng tc ng ca mi trng, sa tm nc hoa cao cp QGirl s em n cho bn mt ln da sch mt v cm gic tht mn mng. Dng sn phm trang im. S gip che bt cc khuyt im nh np nhn, tn nhangcho bn mt ln da p t nhin. Bt ngc trai cc mn cho bn mt cm gic thoi mi nh nhng, ln da mn mng nh nhung v sng p t nhin nh thnh phn ngc trai. c bit sn phm c thit k chng thm nc s gip lp trang im c lu lu c ngy. Cng vi thnh phn Vitamin E gip dng m v nui dng cho ln da khe p.
4. Knh phn phi.

H thng phn phi l mt thnh phn quan trng ca Marketing Mix, n gii quyt u ra cho doanh nghip. Hin ti cng ty c hai knh phn phi chnh l cc ca hng gii thiu sn phm v bn hng trc tip. Cc ca hng. Cc ca hng gii thiu sn phm l knh phn phi quan trng ca cng ty. Nhim v chnh ca ca hng l bn hng nhng ca hng gii thiu sn
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Chuyn tt nghip
phm c nhng nhim v khc nh qung b hnh nh cng ty thng qua thit k c trng, gii thiu sn phm mi, t vn cho khch hng v cch s dng sn phm, Cc ca hng gii thiu sn phm nhm n i tng khch hng l nhng ngi mun th hin ng cp khi bc vo ca hng m phm sang trng, nhng ngi c thi gian n ca hng chn sn phm thch hp vi da ca mnh. Mi ca hng gii thiu sn phm trong mi ca lm vic u c t 1 3 nhn vin c nhim v bn hng, t vn trang im, chm sc da phc v khch hng t 8h n 21h30 hng ngy. Ngoi nhn vin bn hng cn c mt nhn vin massage phc v khch hng. Hin ti cng ty c tt c 9 ca hng gii thiu sn phm trong cc thnh ph ln trn c nc nh H Ni, Nng, Tp HCM, Cn Th. Ring thnh ph HCM c n 5 ca hng gii thiu sn phm. Ti H Ni: ca hng ca Lovit c : 109 Thi H, Q. ng a; 208 Hng Bng, Q. Hon Kim. Nng: 56D L Hng Phong, Q. Hi Chu. Tp HCM: 422 Nguyn Th Minh Khai, Q.3; 115 Nguyn C Trinh, Q.1; Coopmart L Thng Kit, 497 Ha Ho, Q.10; Maximart 15 17 Cng Ha, Q.Tn Bnh; Maximart 3 - 3C ng 3/2, Q.10. Cn Th: 6A Nguyn Tri, P. Ci Kh, Q. Ninh Kiu. Ngoi chn ca hng trn trc thuc cng ty, Lovit cn c bn ti cc ca hng m phm t nhn, khng thuc quyn qun l ca cng ty. Hin nay cc ca hng t nhn nm Hi Phng, Long An. Ti Hi Phng: 100 Lng Khnh Thin, Q. Ng Quyn. Ti Long An: 52A ng s 2, th x Long An; 175 Hng Vng, th x Long An.
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Chuyn tt nghip
Cng ty ang thc hin k hoch m thm ca hng Nha Trang, nhm tng cc knh phn phi sut theo chiu di t nc m cng ty t ra. Hin nay, cc ca hng ca cng ty tp trung ch yu min Nam - ni c mi trng kinh t si ng nht c nc, do cng ty mun s hu mt th phn nht nh i vi th trng mu m ny lm im ta thm nhp vo th trng min Trung v min Bc. Cc k hoch m thm cc ca hng ca Lovit ti min Trung v min Bc l nhng bc trong chin lc pht trin knh phn phi ca cng ty. Bn hng trc tip. Bn hng trc tip nhm a dng ha khch hng, nhng ngi c nhu cu s dng sn phm nhng li xa cc ca hng gii thiu sn phm ca cng ty. Vi i ng bn hng chuyn nghip c hun luyn thnh tho k nng bn hng, kin thc chm sc da, trang im; nhn vin bn hng trc tip p ng nhu cu s dng m phm ca khch hng m khng phi i qung ng kh xa n cc ca hng gii thiu sn phm. c bit tuy mua hng t nhn vin bn hng trc tip nhng khch hng vn c hng nhng quyn li nh khi mua hng ca hng gii thiu sn phm. Phng kinh doanh chia lm hai b phn: b phn ca hng gii thiu sn phm v b phn bn hng trc tip. Mi knh s c mt ngi trong phng qun l gi l Trng phng kinh doanh knh bn hng trc tip v Trng phng knh ca hng. Trng phng kinh doanh knh bn hng trc tip v tr l trng phng s qun l i ng bn hng trc tip thng qua cc trng nhm kinh doanh (business unit manager BUM ). Hin nay, cng ty c 80 BUM trong knh bn hng ca mnh trn c nc, ring Tp HCM c n 40 BUM, cc BUM l nhng ngi qun l i ng t vn vin ca mnh, chu trch nhim ph bin nhng chng trnh khuyn mi
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Chuyn tt nghip
ca cng ty cho cc thnh vin trong nhm ca mnh. Ngoi ra, cc BUM cng l nhng ngi chu trch nhim hng dn cc t vn vin mi nhng cch thc tip cn khch hng v bn hng. Cc BUM khng hng theo hoa hng ging cc t vn vin m hng lng cn bn cng vi tin qun l ( 2.5% t cc t vn vin ca nhm mnh). S lng t vn vin th lun dao ng khong vi trm ngi khng th thng k chnh xc do mi thng cng ty u tuyn thm ngi v c nhng ngi rt lui. Mi t vn vin khng tr c tr lng cn bn m c hng 22% trn gi bn mi sn phm, ngoi ra t vn vin cp trn s hng thm 2.5% ca cp di mnh. Hin ti cng ty ch c 3 cp trong h thng i ng bn hng.
5. Kt qu hot ng kinh doanh ca cng ty t nm 2006 2008.

Cng ty i vo hot ng vo nm 2006, trong giai on mi thm nhp vo th trng cng ty chi mnh cho lnh vc marketing nhm gii thiu sn phm, to s nhn bit. Trong 2 nm lin tip nm 2006, 2007 cng ty khng thu c li nhun v b thua l. Tuy nhin nm 2008, cng ty thot khi tnh trng thua l v bt u c li nhun. Bng 2:Doanh thu, li nhun ca cng ty t nm 2006 2008 n v tnh: triu ng Hng mc Doanh thu nm Doanh thu trung bnh mi thng Doanh thu trung bnh mi ngy. Tng chi ph Chi ph Marketing Li nhun 2006 2007 2008 25,000 40,000 55,000 2,080 3,330 4,580 69.5 111 153 25,950 42,000 54,300 4,250 3,900 4,800 (950) (200) 700 Ngun: Cng ty C phn M phm p.
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Biu 1: Doanh thu ca cng ty t nm 2006 2008.

Doanh thu ca cng ty t nm 2006 - 2008
60,000 40,000 20,000 0 2006 2007 2008 40,000 25,000 Doanh thu nm 55,000
Trong 3 nm hot ng, doanh thu ca cng ty tng u v cng ty t gim thua l v bt u c li cho thy cng ty hot ng c hiu qu v sn phm ca cng ty c ngi tiu dng chp nhn. Tuy nhin doanh s ca cng ty phn b khng u ch yu tp trung t nhn hng Lovit, cn doanh thu t sn phm QGirl kh thp. Do sn phm ca cng ty va mi thm nhp th trng nn chi ph s dng cho marketing rt cao ngi tiu dng bit n sn phm. Nm 2006, ph marketing ca cng ty chim 17% doanh thu. Cng ty qung b v quan h cng chng trn cc phng tin truyn thng nh truyn hnh, tp ch thi trang, xy dng i ng t vn vin, cng cc chng trnh khuyn mi ngi tiu dng dng th sn phm, n chp nhn sn phm. Nhng hot ng marketing nm 2006 to ra nn tng, s nhn bit sn phm ca ngi tiu dng. Nn nm 2007, cng ty chi cho hot ng marketing t hn ch chim gn 10% doanh thu nm 2007 v chim 15.6% doanh thu nm 2006, nhng c hiu qu kp t nhng li ch hot ng marketing nm 2006 mang li; do doanh thu nm 2007 tng 60% so vi nm 2006. Nm 2008 l nm cng ty tung ra 2 loi sn phm mi l nc hoa v loi nc tinh cht lm sn chc da, chng chy x do chi ph cho hot ng marketing tng cao v phn ln chi trong vic gii thiu sn phm mi.
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Chuyn tt nghip
Bng 3: Doanh s ca cc sn phm bn chy nm 2008 n v tnh: ngn ng Aging LO Kem dng chng lo ha 50ml Base LO Kem lt trang im MB#01-37ml Cleansing LO Sa ra mt 170ml Base LO Phn trang im #21-14ml Aging LO Tinh cht chng lo ha 30ml Lightening LO Kem dng sng da 50ml Base LO Kem nn trang im #10 - 37ml Base LO Phn trang im #23-14ml Sa ra mt dnh cho da du Treatment LO Kem CS vng da sm mu 50ml 2,869,266 2,133,144 2,087,174 2,082,643 1,938,939 1,766,594 1,701,336 1,312,684 1,305,018 1,279,555
Ngun: Cng ty C phn M phm p. Cc sn phm m khch hng u chung tp trung ch yu vo dng sn phm dng m ngc trai, sn phm trang im v sn phm chng lo ha. Nhm sn phm dng sng da rt tim nng v da ph n chu khng trng m hi vng do nhu cu v sn phm lm sng da rt cao cng ty nn khai thc dng sn phm ny.
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Chuyn tt nghip
CHNG 3: PHN TCH TNH HNH HOT NG XC TIN CA CNG TY

1. Tng quan th trng m phm Vit Nam hin nay.
Vi dn s hn 86 triu ngi, c cu dn s tr v nng ng cng vi mc sng ca ngi dn khng ngng ci thin v chm sc v ngoi ca mnh, khin Vit Nam l th trng v cng hp dn i vi cc hng m phm ni ting trn th gii. Nm 2007, theo kt qu nghin cu ca hng m phm Maybelline New York ti VN cho hay, th trng m phm VN pht trin rt u v mc tng trng t hn 20%/nm, ch yu i vi th trng m phm cao cp ( ngun VietNamNet http://vietnamnet.vn/kinhte/tinvan/2007/09/740941/ ). Th trng m phm nc ta s cn pht trin v si ng hn trong nhng nm ti khi nhu cu lm p ca ngi dn ngy mt tng. Ngy nay, ngi tiu dng xem vic lm p l mt hot ng mang tnh th gin; ngoi vic lm cho v ngoi ca mnh p hn h cn c nim vui mi khi lm p, to cm gic th thi v h s chng ngi chi gn mt phn t tin lng ca mnh cho vic lm p (8/10 ngi c hi). Th trng m phm nc ta v cng si ng vi cc nhn hiu trong nc v cc nhn hiu nc ngoi. Cc nhn hiu trong nc do khng lm c thng hiu nn ch tp trung ch yu phn khc thp, cn phn khc cao cp nhng li cho cc nhn hiu nc ngoi. Cc nhn hiu trong nc tp trung vo cc sn phm chm sc da, nc hoa, cn cc sn phm trang im hu nh ch l cuc chi ca cc nhn hiu nc ngoi. Ngay c cc sn phm chm sc da, cc nhn hiu nc ngoi cng chim lnh phn khc cao cp phn khc mang li nhiu li nhun.
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Chuyn tt nghip
1.1 Xu hng s dng m phm hin nay. Hin ti trc tnh hnh thc phm nc ta khng an ton, mi trng ang b nhim kh nng nh hng n sc khe, sc p ca con ngi. Do c th thy xu hng chn m phm ca ngi Vit Nam hng n cc sn phm chit xut t thin nhin va c th chm sc da, hn ch ha cht, v mi hng t thin nhin to cm gic thoi mi. Ngoi ra vic thoa kem s lm bt l chn lng do lm da khng thot m hi d lm to l chn lng v da b sn si. V vy xu hng th trng s chung cc sn phm dng tinh du, du dng, nc chng ct, hn cc sn phm dng kem. Nc ta l nc nhit i ch c hai ma ma v nng. n ma nng th da rt d b kh, sinh nhn v mn. V th, cc loi sn phm lm sch, dng da chng nhn v chng nng chnh l dng m phm bn chy nht trong ma ny. 1.2 Th trng m phm ni chung. Th trng m phm hin nay nc ta v cng si ng do cuc sng khng ngng ci thin v mi ngi chm sc v ngoi ca mnh nhiu hn. Th trng m phm v cng phong ph, c nhiu nhn hiu t cao cp n trung bnh ty theo thu nhp ca ngi tiu dng. Dng sn phm cao cp c Lancme, Lovit, Shiseido, Estee Lauder, Ohui, dng thp hn c cc nhn hiu LOreal, EZup, dng th trng i chng c cc nhn hiu Ponds, Olay, Essance, mi phn khc s c s cnh tranh khc lit gia nhng nhn hiu ginh th phn cao hn trong th trng y tim nng ny. Ngoi nhng nhn hiu ni ting th c mt khi lng ln m phm nhi cc nhn hiu ni ting th gi c mm hn nhng cht lng rt thp, gy
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Chuyn tt nghip
hiu lm cho ngi tiu dng. Nhng m phm ny khng c ngun gc xut x r rng, v gy nguy him cho ngi tiu dng. 1.3 Th trng m phm cao cp. C th ni th trng m phm cao cp l s cnh tranh gay gt ca nhng nhn hiu hng u th gii. y l th trng hp nhng doanh thu tng i cao, s lng m phm bn ra khng nhiu nhng li nhun trn mi sn phm l rt ln. V vy t u nm 2000 n nay c s xm nhp t ca cc nhn hiu m phm ni ting th gii vo Vit Nam hng chim th phn cao trong phn khc ny. Nm 2004 Shiseido mt nhn hiu ni ting vo Vit Nam. n nm 2005 th Este Lauder cng tham gia vo th trng. n nm 2006 th Lacme, Lovit cng gia nhp vo phn khc cao cp ny. n nay, trong dng sn phm cao cp c cc nhn hiu: Estee Lauder, Lancme, Ohui, Shiseido, LOcitane, Clarins, Demarlogica, Clinique, Khi cc sn phm ca cc nhn hiu trn c cht lng khng chnh lch nhau lm th cc nhn hiu ua nhau to ra nhiu gi tr cho khch hng bng cc dch v km theo, v cun vo cuc chin khuyn mi nhm gi v tng th phn. Tuy nhin, nhu cu lm p tng cao th vic b ra t 5 7 triu s hu mt b m phm cao cp l chuyn thng do tuy cnh tranh rt khc lit nhng phn khc ny vn c th pht trin.
2. i th cnh tranh ca nhn hng Lovite.

Hin nay, trong phn khc m phm cao cp th c rt nhiu nhn hiu cnh tranh nhau quyt lit m rng th phn ca mnh. C nhiu nhn hiu cnh tranh vi nhau c nhng mt tt cng nh mt xu ca n.
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Chuyn tt nghip
iu tt l trong mi trng cnh tranh gay gt, th cng ty mun tn ti v ginh m rng th phn hn na th cng ty cn phi h thp chi ph, to thm nhiu gi tr cho khch hng. Do cng lm hn ch gia nhp ngnh hn. iu xu l nu cng ty khng th to ra nhng li th cnh tranh so vi i th th cng ty s kh gi c th phn hin ti, li nhun gim st c kh nng dn n ph sn, bn li cng ty. V nh v, Lovit nh v sn phm ca mnh l nhn hiu nm trong nhm cao cp ngang hng vi Ohui, Shiseido, Lancme. Ngoi Lovit th cc nhn hiu nh Ohui, Omar sharif c h thng bn hng trc tip. Xt chung th i th cnh tranh chnh hin hu trong ngnh ca Lovit c Ohui. Cng vi xu hng m phm trong nhng nm gn y th cc Spa chm sc sc p vi nguyn liu t thin nhin s l i th cnh tranh n mnh v v cng nguy him i vi Lovit. im mnh, im yu ca Ohui. im mnh Sn phm ca Ohui a dng v phong ph. Hin nay Ohui c cc dng sn phm cung cp m, lm sch, chm sc l chn lng, lm trng, tr np nhn, chng lo ha, dng ton thn v dng sn phm trang im.Bao b v mu m ca cc dng sn phm ca Ohui cng sang trng v thu ht. Cc gian hng v ca hng gii thiu sn phm ca Ohui c cc trung tm thng mi ln nh Diamond, Parkson Plaza, New World, ni ngi tiu dng chn mua sn phm cao cp, qua gp phn xy dng hnh nh Ohui l sn phm cao cp. Cc gian hng ca Ohui c trang tr kh p mt, sp xp hp l, gip ngi tiu dng c th bit ht cc sn phm ca mnh nhng vn d dng tm ra dng sn phm ca mnh quan tm.
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Chuyn tt nghip
Ngoi knh ca hng gii thiu sn phm, Ohui cn c mt i ng t vn vin bn hng trc tip kh hng hu, c th tip cn n mi khch hng. Ohui l sn phm nhp t Hn Quc trong khi ln sng thi trang ca Hn Quc xm nhp vo nc ta kh mnh, to xu hng thi trang theo cc din vin Hn Quc. Vi hai i s l din vin Hn Quc ni ting trong nhng b phim n khch Vit Nam l Kim Ah Joong, Son Ye Jin. c bit l kim Ah Joong ang rt c khn gi n Vit Nam hm m trong vai Hana trong b phim Ngi p Ngn Cn. Ohui to cho mnh s nhn bit tt, Ohui kh thnh cng khi xy dng thng hiu kh mnh Vit Nam. Mc d khng s dng sn phm ca Ohui nhng a s ph n khi c hi c bit nhn hiu m phm Ohui u ni l nhn hiu m phm cao cp ca Hn Quc. im yu. Ngi tiu dng nh gi cht lng sn phm ca Ohui ngang hng vi Lovit hay LOreal nhng gi ca cc sn phm Ohui u cao hn Lovit v LOreal. Cc gian hng v ca hng gii thiu sn phm ca Ohui ch tp trung qun 1, cc qun 3,5,10 th c mt ca hng. Ohui cha c cc ca hng gii thiu sn phm cc qun xa trung tm nh Bnh Thnh, qun 4, qun 7, qun 2, trong khi nhu cu s dng m phm, c bit l m phm cao cp ang tng cao. c bit l qun 7 ni c nhiu khu bit th dnh cho nhng ngi c thu nhp cao, m khch hng mc tiu ca Ohui l nhng ph n c thu nhp t 7 10 triu mt thng, c tui t 25 50 tui ( thc hin nghin cu quan st ti Diamond Plaza). Ohui c i ng t vn vin rt hng hu knh bn hng trc tip nhng cc t vn vin khng nhn thy c li ch khi cng tc cng Ohui v ngh
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Chuyn tt nghip
rt nhiu do Ohui mt rt nhiu ngun lc c th o to c lc lng t vn vin. Cc nhn vin bn hng rt th i vi khch hng ch tm hiu v cng dng, gi ca sn phm v cc dch v chm sc khch hng. Lm cho khch hng c ngh quan tm n sn phm ny s chuyn hng quan tm n sn phm ca nhn hiu khc c nhn vin bn hng nhit tnh, ci m im mnh, im yu ca cc Spa chm sc sc p. im mnh. im mnh ca cc spa chm sc sc p l c i ng nhn vin c tay ngh cao lm khch hng c th th gin thoi mi ton thn, hu ht cc khch hng n spa ngoi vic mun lm p m cn n th gin c th sau nhng gi lm vic mt mi. Vi nguyn liu c ngun gc t thin nhin bn, cc loi tri cy cng vi cng thc ring ca cc spa v k thut ca nhn vin chnh l im ni tri hn ca spa so vi m phm. Khi tr thnh khch quen th cc nhn vin spa s hiu r v thi quen ca khch hng phc v tt hn. Trong khi m phm ch l gii php lm p m khng c c yu t tha mn trong qu trnh s dng sn phm. Khch hng n spa khng ch lm p, th gin m cn mun th hin ng cp ca mnh. Khi trong v c cc th thnh vin ca nhng spa ni ting, honh trng. Mi ln vo cc spa y th gin th trn di cng khong 500 USD/ ln. im yu im yu ca cc spa l khch hng phi c thi gian n spa. Do khch hng n spa khng thng xuyn c v cn c cng vic hng ngy. Hin nay cc spa khc phc bng cch lm dch v ti nh nhng c vn l
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Chuyn tt nghip
khng bo m c cht lng ca dch v ti nh, cc loi m phm m nhn vin phc v ti nh s dng. V khi n spa i hi khch hng phi c thi gian rnh ri tn hng cc dch v m a s cc khch hng ca spa l nhng ngi bn rn vi cng vic nn h ch c th rnh ri vo cc bui tra v cui tun. Vo thi gian ny khch n vi spa rt ng do xy ra tnh trng khch hng phi i n lt mnh, ngoi ra spa phc v rt nhiu ngi lm cho khch hng c cm gic s dng chung vi ngi khc cc dng c.
3. Khch hng mc tiu.

Vi nh v l hng m phm cao cp ca Php nn khch hng ca Lovit l nhm trung lu c thu nhp t 5 10 triu/ thng tr ln. Khch hng mc tiu ca Lovit c tui t 25 50 tui cc th trn c nc. Nhm khch hng ny lun chm sc v ngoi mt cch chu o nhng vn thng s thi gian, mi trng s lm v ngoi ca h khng cn nh trc. V h s s dng nhiu m phm ci thin v ngoi ca mnh, h thng tm n cc sn phm c thng hiu, uy tn s dng. L nhm khch hng c s thch lm p v thi trang, h c c im chung l rt quan tm chm sc v p ca mnh v h cng sn sng chi tiu nhiu tin cho sn phm lm p. Nhm khch hng ny thng thch s dng sn phm trn b nh: chng lo ha th c kem dng da, tinh cht dng da, nc lm mm mt da, v h kin thc lm p tt cng vi vic d dng nhn bit cc nhn hiu. H lun tm n cc sn phm c thng hiu, ni ting khng ch mun s dng sn phm c cht lng cao m cn mun th hin ng cp ca mnh. Nhm khch hng ny t nhy cm v gi m ch quan tm cng dng ca sn phm v cc dch v chm sc khch hng. c bit l cc dch v chm sc
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Chuyn tt nghip
khch hng, h thng i hi c nhng dch v vt tri hn cc nhn hiu khc.
4. Chu k sng ca sn phm.

Vi c tnh l sn phm tiu dng nn chu k sng cc sn phm ca cng ty rt ngn. Ngoi ra m phm lm p thng chu nh hng ca xu hng thi trang. Nm nay dng son mu cam l thi trang, mu mt l mu vng ng mi snh iu, do cc sn phm trang im phi lun tung ra cc sn phm mi ph hp vi xu hng trang im hng nm. i vi cc sn phm chm sc c th th t thay i hn. Tuy nhin cn phi ci thin sn phm, c nhng tnh nng mi, hay a ra sn phm mi kch thch nhu cu ca ngi tiu dng. Cc sn phm ca cng ty khng nm ngoi quy lut. Chu k sng ca cc sn phm m phm l khong 2 3 nm. Khi nhn thy sn phm c du hiu i xung cng ty lun lm mi sn phm v bao b, thm cng dng mi, duy tr nhn hiu. Mc khc kch thch nhu cu, bn c nhiu sn phm hn, tng doanh thu. Vi nhng c im th phn nh, li nhun thp, mc nhn bit cha cao, sn phm Lovit ang giai on gii thiu sn phm trong chu k sng ca sn phm. Sn phm ca cng ty ch c gii thiu ra th trng trong vng 3 nm nay, hai nm u vn cha mang li li nhun cho cng ty, ch mang li 700 triu ng li nhun vo nm 2008. Th phn ca sn phm trn th trng vn kim tn cha mang li nhiu li nhun. Mc nhn bit nhn hiu ca Lovit cha cao (4/10 ngi s dng nhng m phm cao cp c hi), c ngi khi c hi (ngi c s dng m phm) khng bit nhn hiu l m phm, hay l m phm cao cp.
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Chuyn tt nghip
Vi nhn hiu cn mi l v cha tht s quen thuc vi ngi tiu dng, Lovit ang c gng a nhn hiu n gn tiu dng hn bng nhng hot ng marketing hiu qu. Biu 2: chu k sng cc sn phm ca cng ty.
Li nhun
Lovit Giai on gii thiu
Th phn
5. Phn tch hot ng xc tin ca cng ty trong thi gian qua.

Qung co. Mc tiu qung co. Trong thi gian u khi va tung sn phm Lovit ra th trng, cng ty qung co trn bo, tp ch, truyn hnh, nhm gii thiu cc sn phm ra th trng m phm nc ta. Mc tiu l cng ty hng n l nhng khch hng s dng m phm, c l s dng nhng m phm cao cp bit n s xut hin ca Lovit. n gia nm 2008 n nay, cc mu qung co ca cng ty h tr cc chng trnh khuyn mi ca cng ty v gii thiu sn phm mi l sn phm nc hoa v sn phm lm sn chc da vi vng nguyn cht v tinh cht hng ty, u lupin, rau sam.
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Chuyn tt nghip
Cng ty cng c mt chin lc di hn l xy dng thng hiu cho Lovit. ngi tiu dng nhn nhn Lovit l mt nhn hiu m phm cao cp, c uy tn nm trong top u nhng nhn hiu m phm cao cp nc ta. Thng ip qung co. Vi slogan Nt tinh t, V kiu sa cc qung co ca sn phm u mang thng ip duy nht Lovit l m phm cao cp, s dng sn phm ca Lovit s to cho bn phong cch thanh lch v qu phi. Nt tinh t khng ch ng rng sn phm ca Lovit rt tinh t m cn c ngha rng khch hng rt tinh t khi chn sn phm Lovit s dng. Phng tin qung co. V nhm khch hng mc tiu ca Lovit l nhng ph n snh iu, thch lm p nn cng ty ch yu qung co sn phm trn cc tp ch v thi trang nh: tp ch p, Thi trang tr, Tip th v gia nh, Life Style, Herworld, Th Gii Vn Ha,Nhng tap ch ny l nhng cm nang ca nhng ngi snh iu lun chm sc v ngoi ca mnh v cng chu o. Ngoi ra cng ty cn s dng cc bng rn trn cc gc ng Nguyn Tri Phng v Ng Gia T, Q10, qung b cho sn phm, gii thiu sn phm mi ca mnh. Ti cc im bn cng ty cho lm nhng hp n, phng nn c hnh nh sn phm v gng mt i s ca Lovit qung b thng hiu. Kt qu. Cc hot ng qung co h tr cho cc chng trnh khuyn mi ca cng ty c hiu qu cao, khch hng ca Lovit bit kh r v chnh xc cc chng trnh khuyn mi ca Lovit. Tuy nhin nhng ngi tiu dng s dng cc sn phm ca cc nhn hiu khc th cha bit r v nhn hiu Lovit. Cng ty cn c gng thc hin cc mu qung co n tng, d nh, c thng tin r rng
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Chuyn tt nghip
ngi tiu dng m phm cao cp bit r v Lovit, bc u li ko khch hng ca i th cnh tranh. Quan h cng chng. Mc tiu quan h cng chng. Trc tin mc tiu ca quan h cng chng l truyn thng gip cc nhn vin trong cng ty thu o mc tiu hot ng di hn ca cng ty. Quan h cng chng l mt cng c gip cng ty xy dng v gi c hnh nh tt vi khch hng. Thng ip. Cc hot ng truyn thng ca cng ty u nht qun v mt mc tiu nn thng ip quan h cng chng cng nh thng ip ca cc hot ng qung co. Thng ip m Lovit mun mang li cho cng ng l mt hnh nh thn thin vi ngi tiu dng. Lovit l ngi bn ng hnh cng cc ch em ph n, lun gip h gi c Nt tinh t, v kiu sa cng vi thi gian. Phng tin. Cng ty dng nhng phng nn c hnh nh ca sn phm, nhng bng tin b tr cc ni lm vic gip nhn vin hiu r sn phm cng ty ang kinh doanh cng nh cc hot ng tng lai ca cng ty. Khi khch hng hoc i tc n cng ty s hiu r hot ng kinh doanh cng nh cc sn phm ca cng ty. Cc ca hng ca sn phm Lovit u c mu sc ch o l mu sang trng, u c cc phng nn gii thiu sn phm v gng mt i s, nhn vin mc ng phc mu en lm cho s thng nht ca cc ca hng rt cao. T mc nhn bit ca khch hng tng ln, ch cn thong thy mt trong nhng du hiu trn khch hng c th phn bit gian hng ca Lovit v cc nhn hiu khc.
48
Chuyn tt nghip
Cng ty c in nhng quyn hng dn s dng sn phm, c ni dung v sn phm nu r thnh phn v cng dng sn phm gip khch hng hiu r hn v sn phm ca cng ty cng nh cch s dng cc sn phm. Cng ty c cc hot ng quan h vi bo ch c nhng bi vit gii thiu v nhng cng dng ca ngc trai i vi da, v cng ngh Nano chm sc da tt hn, tc dng ca vng nguyn cht i vi vic lm da sn chc. Gip khch hng thy c nhng li ch ca cc thnh phn trong sn phm ca Lovit mang li, gp phn to xu hng s dng m phm mi m Lovit l ngi tin phong trong xu hng ny. Cng ty cng a nhng thng tin c bi vit v qu trnh chn i s mi ca Lovit. Bi vit cng a ra nhng cch m i s chm sc da v phong cch trang im t cc sn phm ca Lovit. Qua , cng ty hng dn khch hng s dng sn phm mt cch sinh ng hn v thu ht hn. Thng 11 nm 2008, cng ty ng ti tr cho Hi ch Quc T Trang Sc Vit Nam ln th 17 ti nh thi u Ph Th, Q11, Tp HCM. Hin nay Lovit ti tr pht sng b phim Sng th trn i truyn hnh HTV9 lc 6h ngy th 4,5,6,7, nhm vo i tng l nhng ngi ni tr ang chung phim Vit Nam. Kt qu. Hot ng quan h cng chng c nhng kt qu nht nh. Trong cng ty cc nhn vin hiu r nhng nh hng ngn hn v di hn ca cng ty v thu hiu c nhng cng vic hin ti ca cng ty. T nhn vin c thc lm vic cng thc hin mc tiu ca cng ty. Cc bi vit trn bo cng cc hot ng ti tr ca cng ty gp phn lm tng nhn bit thng hiu Lovit trong tm tr khch hng, c bit l nhng khch hng quan tm n thi trang.
49
Chuyn tt nghip
Khuyn mi. Mc tiu khuyn mi. Mc tiu ca khuyn mi l kch thch nhu cu s dng sn phm ca khch hng tng ln, tng lng sn phm bn ra. Bng nhng chng trnh khuyn mi Lovit mun khch hng ca Lovit thy c cng ty quan tm n khch hng ca mnh, lun a ra nhng chng trnh khuyn mi tng thm gi tr cho khch hng. Ngoi ra, cc chng trnh khuyn mi ca cng ty thu ht khch hng mi s dng th sn phm c th chp nhn v tr thnh khch hng thn thit ca cng ty. Hnh thc khuyn mi. Mi thng cng ty u c mt chng trnh khuyn mi dnh cho knh ca hng v bn hng c nhn. Mi thng chng trnh khuyn mi s khc nhau. y l hot ng thng xuyn do phng kinh doanh thc hin. i vi knh ca hng th hnh thc khuyn mi theo sn phm. Khi mua b sn phm s c khuyn mi mt sn phm ca Lovit. V d: khi mua b sn phm chng lo ha c gi l 5,8 triu ng s c khuyn mi mt tup mt n nh k hay mt tup sa ra mt dnh cho da du. Ngoi ra cng ty cn khuyn mi theo ha n mua hng ca khch hng. V d: khch hng mua hng c gi tr ha n l 1 triu ng th s c tng mt phiu massage min ph, ha n c gi tr l 2 triu ng th c tng ti ng m phm cao cp. i vi knh bn hng trc tip cng ty cng c khuyn mi tng t, khuyn mi theo sn phm hay theo gi tr ha n mua hng ca khch hng. Ngoi ra knh bn hng trc tip mi thng u c t chc Hi ngh khch hng, i tng tham gia l cc khch hng quen thuc hay tim nng. Khch hng tham gia chng trnh s nhn c nhng phn qu ca cng ty, c soi da min ph, khch hng cn c hng dn cch trang im ty theo ma,
50
Chuyn tt nghip
cch chm sc da ty theo ch ca mi thng. Nu khch hng mua hng ti ch s c tng phiu massage v nhng qu tng khuyn mi ca thng. Ngoi ra, cc t vn vin khi t c mt doanh thu nht nh s c thng thm mt sn phm ca Lovit. V d : t vn vin c doanh mt thng c 3 triu th s c thng mt ch v chn my tr gi 200 ngn ng; c 6 triu th c thng mt l kem dng da sn chc c gi l 480 ngn ng. Ngoi ra cng ty cng c nhng chng trnh khuyn mi chung cho c hai knh bn hng. Thng 7 8 nm 2008, nhn vic gii thiu sn phm nc hoa, cng ty t chc pht mu th cho ngi tiu dng. Khi ngi tiu dng mua mt sn phm nc hoa bt k s c i ng pht qu khuyn mi pht cho khch mt chai nc hoa mu ca Lovit. Vo thng 12 nm 2008 v thng 1 nm 2009 cng ty t chc chng trnh mua Golden Firming Lift Serum trng vng. Khi khch hng mua mt sn phm Golden Firming Lift Serum s nhn c mt phiu co may mn, tt c cc phiu co iu trng thng. Chng trnh din ra trong hai thng, bt u t ngy 7 12 nm 2008 n ht ngy 31 1 nm 2009. Gi tr gii thng trn 400 triu ng, c cu gii thng gm c 2 gii Nt vng l b trang sc vng cn Rubi, kim cng tr gi 30 triu ng, 6 gii Kiu sa l b trang sc cn Rubi tr gi 15 triu ng, 20 gii Rc r l b dy chuyn PNJtr gi 2 triu ng, 70 gii Lp lnh l mt chai sn phm Golden Firming Lift Serum tr gi 1.3 triu ng, 90 gii Tinh t l b hoa tai vng ca PNJ, v cc gii khuyn khch gm 200 thi son bng, gn 1000 sa tm Lovit.
51
Chuyn tt nghip
Kt qu. Cc chng trnh khuyn mi ca cng ty pht huy hiu qu, doanh s ca cng ty tng theo tng nm. Ring 3 thng u nm 2009, doanh thu ca nhn hiu Lovit thng sau c doanh thu tng hn thng trc. Bng 4: Doanh thu 3 thng u nm 2009. Thng 1 Doanh thu ( ng) S lng ( tup) 4,348,084,000 4,529 Thng 2 5,972,787,000 8,904 Thng 3 8,907,946,000 11,058 Tng cng 19,228,817,000 24,491
Ngun: cng ty C phn M Phm p. c bit chng trnh mua Golden Firming Lift Serum trng vng nhn gii thiu sn phm mi thnh cng hn mong i, cng ty d kin trong hai thng s bn ra 1,200 chai vi 1,200 phiu co. Nhng khch hng mua sn phm vt mc d kin ca cng ty v cng ty phi in thm th co cng ty bn ra 1350 chai. Tuy ch c gii thiu vi khch hng vo thng 12 nm 2008, nhng sn phm Golden Firming Lift Serum l mt hng bn chy nht thng 12 nm 2008 khong 970 triu ng trong tng doanh thu nm 2008 l khong 6.3 t ng chim hn 15% doanh thu thng 12 nm 2008 (ngun cng ty C phn M Phm p). Bn hng c nhn Mc tiu. Mc tiu ca bn hng c nhn l s tng doanh thu cho cng ty khi c th s dng knh bn hng trc tip a dng ha khch hng nhm h tr cc ca hng gii thiu sn phm. Mt khc cng ty mun s dng bn hng c nhn qung b hnh nh ca cng ty. Vi i ng nhn vin bn hng v t vn vin c th gii thiu r
52
Chuyn tt nghip
hn v sn phm, gii p thc mc ca khch hng v sn phm. M cc hnh thc xc tin khc khng th c c. Hnh thc. C hai hnh thc bn hng c nhn l h thng ca hng gii thiu sn phm v knh bn hng trc tip. Ti cc ca hng gii thiu sn phm th c t 1 3 nhn vin bn hng v mt chuyn vin massage phc v khch hng. Cc t vn vin bn hng trc tip th c hun luyn v kin thc cch chm sc da, trang im v cch khc phc nhng s c thng gp khi s dng m phm. Kt qu. Hin nay, 80% doanh thu ca cng ty l do knh bn hng trc tip mang li (cha c thng k chnh xc) . i ng t vn vin tm v to ra nhiu khch hng trung thnh cho cng ty. Nhng hin nay vic qun l t vn vin cn kh nhiu bt cp, nht l vic t vn vin hng 22% trn gi tr sn phm bn ra nn h gim gi chp nhn chia khong 5 10 % cho khch hng c th bn c nhiu hn. Knh cc ca hng gii thiu sn phm tuy mang li doanh thu thp hn nhng vn c th qung b hnh nh ca sn phm, gp phn xy dng thng hiu cho nhn hiu Lovit. Tuy nhin c th ni vic qung b nhn hiu ca cc ca hng vn cha thc s hiu qu. Ti 2 ca hng gii thiu sn phm Nguyn Th Minh Khai v Nguyn C Trinh th nhn vo ca hng ta c th thy ni bt mu v cng sang trng th khi bc vo th phn thit k bn trong cha to cho ta cm nhn sang trng. Cc sn phm trng by ti cc ca hng th khng tn dng mu sc sang trng ca cc nhn chai to s bt mt cho khch hng, ch c mt s sn phm
53
Chuyn tt nghip
ngang tm mt ca khch hng, cn mt s khc c trng by trong nhng t nh hai bn tng khng to c nt kiu sa ca sn phm. Sn phm trng by th khng y , to cho khch hng cm nhn cng ty vn cha chuyn nghip, cha ch ng hng nhp cung cp nhu cu ca khch hng. Hin nay, Lovit cha c cc gian hng ti cc trung tm thng mi ln nh Thng X Tax, Diamon Plaza, Zen Plaza, Paskson, iu lm cho khch hng kh nghi ng v nh v l sn phm cao cp ca Lovit. Trong khi cc nhn hiu cao cp u c gian hng ti cc trung tm thng mi ln. Hot ng chm sc khch hng. Mc tiu. Hot ng chm sc khch hng nhm to mt lng khch hng trung thnh cho cng ty, ngoi ra vi dch v chm sc khch hng tn tnh s thu ht lng khch hng tim nng.Nng cao hnh nh thng hiu trong tm tr khch hng. Mc tiu ca cng ty l n nm 2009 cng ty s c 1000 th Platinum (khch hng thn thit) v trong 5 nm s pht trin s lng l 10 000 th. Hng dn cho a s khch hng bit cch chm sc da, trang im hiu qu nht, t vn cho tt c cc khch hng nn chn sn phm no ph hp vi da ca mnh, khi c soi da min ph. Hnh thc. Lp ra a ch email gii p nhng thc mc ca khch hng. T vn cho khch hng v cch s dng sn phm hay t vn nn chm sc da nh th no th c hiu qu nht. in thoi ti cc ca hng gii thiu sn phm gii quyt nhng vn khch hng quan tm nh chng trnh khuyn mi, c sn phm mi, t vn dng sn phm ng cch, cch c ln da p,
54
Chuyn tt nghip
Thc hin chng trnh khch hng thn thit. Khi khch hng c th thnh vin ca Platinum card th khch hng c cng ty mang nhiu gi tr hn. Khi khch hng mua sn phm ca Lovit c ha n t 2 triu ng tr ln th s s hu ngay th Platinum. Hay khch hng tch ly trong 3 thng gi tr cc ha n mua hng l 2.5 triu th khch hng cng s hu th Platinum. Th ch c gi tr trong mt nm, gia hn th cho nm tip theo khch hng phi tch ly 200 im trong nm s dng th ( khi mua hng 500 ngn ng quy i thnh mt im) Khi tr thnh khch hng thn thit ca Lovit th khch hng s c hng cc u i nh gim 5% trn ha n mua hng ti bt k showroom hoc chi nhnh no ca Lovit. c gi thip chc mng sinh nht v tng qu sinh nht, phiu massage min ph vo ngy nhn th t chng trnh chm sc khch hng. C hi th sn phm mi: nhn cc dp tung ra cc sn phm mi cng ty s gi th mi khch hng thn thit n nhn sn phm th v c nhn vin t vn cch s dng. Ti cc showroom ca Lovit c trang b giy gi qu v cc mu thip chc mng nhn cc ngy l: Valentine, Quc t ph n, ph n Vit Nam Khch hng thn thit s c la chn cc mu thip, giy gi qu theo thch v c nhn vin gi gip, tt c u hon ton min ph. T vn chm sc da v trang im min ph: khi c thc mc v cch s dng, cng dng ca sn phm, cch chm sc da th s c cc t vn vin t vn min ph. Tch ly im i qu: cng ty s xy dng nhng chng trnh i im ly qu ty theo tng thi im
55
Chuyn tt nghip
Tham gia cc s kin ca cng ty nh cc chng trnh: Make up show, Sponor, Fashion music, Du lch min ph cng Lovit dnh cho nhng khch hng c s im tch ly cao nht. Cc ng dy nng gii p cc thc mc ca khch hng v cng dng sn phm, cc chng trnh khuyn mi, cch s dng sn phm, chm sc da ng cch, cc s c v cch khc phc khi s dng sn phm. Kt qu. Chng trnh p dng vo thng 9 nm 2008.Tnh nm 2008 cng ty c 130 th Platinum v 1543 th tm thi. Bng 5: S lng th Platinum card ti cc ca hng. Shop Nguyn Th Minh Khai L Thng Kit Maxi 3-2 Maxi Cng Ha Lotte mart Platinum card 84 14 0 15 17 130 Th tm 814 176 236 211 106 1543
Tng cng
Ngun: cng ty C phn M Phm p. Vi mc tiu nm 2009 t c 1000 th khng phi l m mng trong khi nm 2008 c 130 th chnh thc v khong 1500 th tm s tr thnh th chnh thc vo nm 2009. iu cho thy hot ng chm sc khch hng ca cng ty mang li nhiu li ch cho khch hng. Cho khch hng cm nhn mnh c quan tm hn.
56
Chuyn tt nghip
ca hng trong h thng siu th Maxi 3 2 cha c th chnh thc, ngoi ca hng ng Nguyn Th Minh Khai c s lng th chnh thc ln th tm thi l cao cn cc ca hng khc l rt t. Hin nay cng ty ch c th gii quyt cc trng hp khch hng hi v cc chng trnh khuyn mi, gi c ca sn phm. Cn cc thc mc v vn cch khc phc s c khi s dng sn phm, t vn chm sc da th ni chung vn cn lung tng cha to cm gic tin tng cho khch hng. Chiu th trc tip. Mc tiu. Hot ng chiu th trc tip ca cng ty khng thc s mnh ch dng li vic h tr cc chng trnh khuyn mi ca cng ty. Gip khch hng c th hiu r hn v cc sn phm ca cng ty. Hnh thc. Gi th thng bo cc chng trnh khuyn mi ca cng ty, hay gi th chc mng sinh nht khch hng v giy mi khch hng n cc ca hng nhn qu sinh nht. Cng ty thnh lp v iu hnh trang web ring ca Lovit, trong ch yu gii thiu v cc sn phm ca Lovit. Kt qu. Hot ng marketing ca cng cn ngho nn do cng ty cha nh gi ng mc li ch cng nh mc quan trng ca marketing trc tip nn mng truyn thng ny cha c khai thc tt. Trang web ca cng ty cha p ng c nhu cu tm hiu thng tin ca khch hng. Ch c thng tin v cc sn phm ca Lovit l ch yu, cn cc thng tin khc v cng ty, v qu trnh hnh thnh, cc tin tc c lin quan n nhn hiu Lovit th hu nh khng c, lm cho khch hng khng tin tng sn phm ca Lovit khi khng c nhiu thng tin v xut x ca sn phm.
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Chuyn tt nghip
CHNG 4:PHN HI CA KHCH HNG V HOT NG XC TIN CA CNG TY.

1. M t mu.
1.1 Kch thc mu. Tc gi chn kch thc mu l 50. Tuy kch thc mu l 50 s c sai s kh ln nhng v i tng nghin cu kh tip cn, v thi gian c gii hn nn tc gi khng th lm mu ln hn. Tuy c sai s kh ln nhng kt qu kho st vn cho thy c mt cch tng qut v thc trng thc hin cc hot ng xc tin ca cng ty dnh cho nhn hng Lovit. 1.2 Tnh cht mu. Do mc tiu ca cuc kho st l nh gi thi ca khch hng i vi cc chng trnh khuyn mi ca Lovit nn mu c chn l ngi tiu dng c s dng m phm ca Lovit. Ngoi ra, sn phm ca Lovit kh cao cp v khch hng mc tiu c tui t 20 50 tui do i tng c nghin cu c tui t 20 n trn 35 tui. Biu 3: S phn b i tng nghin cu theo tui.
S phn b i tng nghin cu theo tui
20%
10% 20 - 25 tui 26 - 30 tui 31 - 35 tui 40% >35 tui
30%
Trong tng s 50 i tng nghin cu th nhm i tng c tui t 26 30 tui chim 40%, nhm c tui t 31 35 tui chim 30%, nhm trn 35
58
Chuyn tt nghip
tui chim 20% v nhm c tui t 20 25 ch chim 10%. Qua biu trn ta nhn thy khch hng ca Lovit thng tp trung vo nhm tui t 25 35 tui. Biu 4: S phn b i tng nghin cu theo thu nhp
S phn b i tng nghin cu theo thu nhp
26%
32%
5 - 7 triu ng/ thng 7.1 - 10 triu ng/thng >10 triu ng /thng
42%
Thu nhp trung bnh ca cc i tng nghin cu l tp trung vo khong t 7 10 triu ng mt thng, nhm ny chim 42% trong tng s mu. Nhm c thu nhp t 5 7 triu ng mt thng cng chim t trng ng k - 32%, nhm c thu nhp trn 10 triu ng mt thng chim 26%. Biu 5: S phn b i tng nghin cu theo ngh nghip.
S phn b i tng nghin cu theo ngh nghip
16%
kinh doanh noi tro NV VP
60%
24%
Phn ln khch hng ca Lovit tp trung ch yu l nhn vin vn phng, nhm ny chim n 60% trong mu kho st. Ngi ni tr cng chim 24% trong mu kho st v 16% l nhng ngi kinh doanh ti gia nh.
59
Chuyn tt nghip
2. Nhn thc ca khch hng v sn phm ca Lovit.

Nhn thc ca khch hng v sn phm ca Lovit Thng qua cuc kho st, th ta c th nhn bit c nhng nhn thc chung ca khch hng i vi sn phm ca Lovit. Bng 6: Nhn xt v cht lng sn phm Lovit ca i tng nghin cu.
N Ch nhn xt v cht lng sn phm ca Lovit nh th no. Valid N (listwise) 50 50 Minimum 3 Maximum 5 Mean 3.88
Nhn xt bng 6 ta nhn thy cc i tng nghin cu cho rng sn phm ca Lovit kh tt trung bnh 3.88/5. V khng i tng no nhn xt cht lng sn phm ca Lovit l khng tt, nhng s liu cho thy a s ngi s dng sn phm Lovit u chp nhn cht lng sn phm tt, ph hp vi da ca mnh. Biu 6: Nhn xt ca cc i tng nghin cu v mu m, bao b sn phm
Nhn xt ca cc i tng nghin cu v mu m, bao b sn phm
Thu ht 5 3.58
4 3 2 1 0
Mean 4.12 Sang trng
3.06 D nhn bit
Qua biu 6 ta thy cc i tng nghin cu u cho rng mu m, bao b ca Lovit sang trng, v kh thu ht trung bnh ln lt l 4.12 v 3.58.
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Chuyn tt nghip
Tuy nhin, vic nhn bit mu m ca Lovit vi cc nhn hiu kh khng cao trung bnh 3.06. Mc la chn ca cc i tng nghin cu c khong cch kh ln t 1 >5, nn vn c mt t cc i tng cho rng mu m, bao b ca Lovit khng thu ht, sang trng v d nhn bit. Bng 7: nh gi ca i tng nghin cu v gi ca Lovit so vi nhn hiu khc.
N Theo ch gi ca sn phm L'ovit so vi cc nhn hiu cao cp khc? Valid N (listwise) 50 50 Minimum 1 Maximum 4 Mean 2.72
Cc i tng c nghin cu cho rng gi ca sn phm ca Lovit c th chp nhn c, khng qu cao so vi cc nhn hiu cao cp khc trung bnh 2.72. y l mt thun li ca Lovit khi cnh tranh, cht lng sn phm ca Lovit c ngi tiu dng nh gi tt trong khi gi ca Lovit so vi cc nhn hiu khc l khng cao. Vi cht lng sn phm tng ng nhng gi ca Lovit thp hn so vi cc nhn hiu m phm cao cp khc. Biu 7: Nhn xt ca i tng nghin cu v phn chia th cp ca Lovit.
Nhn xt ca i tng nghin cu v phn chia th cp ca Lovit. 26%
Cao cp Hi cao cp
74%
61
Chuyn tt nghip
Theo nhn nh ca cc i tng nghin cu th i a s cho rng sn phm ca Lovit l sn phm cao cp chim 74%, cn 26% cn li cho rng sn phm ca Lovit ch hi cao cp. iu cho thy vic nh v sn phm ca Lovit kh tt nhng cn phi y mnh cc hot ng xc tin tt c cc khch hng nhn bit Lovit l sn phm cao cp. Nhng yu t nh hng n hnh vi mua hng ca khch hng. Bng 8: Nhng yu t khch hng quan tm khi chn mua m phm.
Thu nhp Cc yu t nh hng quyt nh mua Cht lng sn phm Mu m, bao b Thng hiu, c uy tn Gi c Khuyn mi Sn phm c qung b rng ri Dch v chm sc khch hng Trnh ca t vn vin Cht lng sn phm Mu m, bao b Thng hiu, c uy tn Gi c Khuyn mi Sn phm c qung b rng ri Dch v chm sc khch hng Trnh ca t vn vin Cht lng sn phm Mu m, bao b Thng hiu, c uy tn Gi c Khuyn mi Sn phm c qung b rng ri Dch v chm sc khch hng Trnh ca t vn vin Count 16 16 16 16 16 16 16 16 21 21 21 21 21 21 21 21 13 13 13 13 13 13 13 13 Mean 5 3 4 4 4 3 5 4 5 3 4 4 4 3 4 3 5 4 5 3 3 4 5 4 Std Deviation 0 1 1 1 1 1 0 1 0 1 1 1 1 1 1 1 0 1 0 1 1 1 0 1 Valid N N=16 N=16 N=16 N=16 N=16 N=16 N=16 N=16 N=21 N=21 N=21 N=21 N=21 N=21 N=21 N=21 N=13 N=13 N=13 N=13 N=13 N=13 N=13 N=13
57 triu/thng
7 10 triu/thng
Trn 10 triu/thng
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Chuyn tt nghip
Nhn xt bng 8: Nhn chung th hu nh cc khch hng chn mua m phm u b nh hng ln t Cht lng sn phm v Hot ng chm sc khch hng trung bnh ln lt l 5 v 5. S nh hng nh nhau i vi cc khch hng c thu nhp khc nhau. Mt yu t nh hng khng km n quyt nh mua ca khch hng l yu t v thng hiu, c uy tn ca sn phm. i vi khch hng c thu nhp t 5 7 triu ng/ thng ( nhm 1) v nhm khch hng c thu nhp t 7 10 triu ng/ thng ( nhm 2) th cho rng Thng hiu ca sn phm c nh hng n quyt nh mua hng trung bnh ln lt l 4 v 4. i vi nhm khch hng c thu nhp trn 10 triu ng/thng ( nhm 3) th cho bit yu t Thng hiu hon ton nh hng n quyt nh mua hng trung bnh l 5. Yu t Gi c v Khuyn mi cng gp phn nh hng n hnh vi mua ca khch hng nhng khng l yu t quyt nh. V i vi mi nhm khch hng c thu nhp khc nhau th s c nh hng khc nhau; i vi nhm 3 th khng nh hng nhiu n quyt nh mua trung bnh l 3 cho yu t gi c v khuyn mi. i vi nhm 1 v nhm 2 th yu t khuyn mi cng c tc ng khng nh n quyt nh mua hng trung bnh ln lt l 4 v 4 cho c hai yu t gi c v khuyn mi, cho mi nhm thu nhp. i vi nhm 1 v nhm 2 th yu t Mu m, bao b v yu t Sn phm c qung b rng ri khng nh hng nhiu n quyt nh mua hng ( trung bnh l 3 cho mi yu t). i vi nhm 3 th yu t mu m, bao b cng tc ng n hnh vi mua ( trung bnh l 4 cho mi yu t). Yu t Trnh ca t vn vin cng nh hng kh ln n hnh vi mua ca nhm 1 v nhm 3 trung bnh l 4 cho mi nhm. Cn i vi nhm 2 th khng nh hng nhiu lm n quyt nh mua hng trung bnh l 3.
63
Chuyn tt nghip
Biu 8: Phn trm cc khch hng mua sn phm trong cc trng hp

Phn trm cc khch hng mua sn phm trong cc trng hp
dng ht sn phm nh
24% 38%
c chng trnh khuyn mi hp dn nhn vin t vn thuyt phc
14% 24%
thy qung cao sn phm mi
Ta thy a s khch hng thng mua sn phm khi dng ht sn phm nh chim 38%. Khch hng cng mua sn phm khi sn phm c chng trnh khuyn mi hp dn hay qung b sn phm mi phn trm ln lt l 24% cho mi trng hp.
3. Mc tham gia ca khch hng i vi cc hot ng xc tin ca cng ty.

Bng 9: Phn trm mc nhn bit nhn hiu Lovit thng qua cc phng tin.
Cc phng tin nhn bit sn phm ca Lovit. Bo, tp ch. Ca hng gii thiu sn phm. T ri, p phch qung co. Ngi thn gii thiu Tng s mu quan st S la chn 32 19 9 28 88 % la chn 64% 38% 18% 56% 176%
Qua bng 9 cho ta thy, nhn hng nhn bit Lovit thng qua bo, tp ch v c ngi thn gii thiu l ch yu phn trm ln lt l 64% v 56%. Cho thy Lovit truyn thng kh tt knh bo, tp ch. Tuy nhin v hot ng cc qung co ngoi tri th hiu qu cha cao, ch c 18% khch hng bit n nhn hiu Lovit thng qua t ri, p phch.
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Bng 10: Phn trm cc hot ng xc tin khch hng tham gia.
Ch tng tham gia cc hot ng no. c qung co trn bo, tp ch. c bi vit trn bo, tp ch Tham gia cc chng trnh khuyn mi ca cng ty Tham gia cc s kin ca cng ty Tng s mu quan st S la chn 49 30 33 1 113 % la chn 98% 60% 66% 2% 226%
Mt ln na thng qua bng 10 ta thy cc hot ng truyn thng trn bo, tp ch rt c hiu qu khi ti 98% s ngi c hi tng c qua qung co ca Lovit. Ngoi ra, cc hot ng khuyn mi v quan h cng chng thng qua phng tin bo ch cng c khch hng tham gia kh tt phn trm ln lt l 66% v 60%. Biu 9: Phn trm mc tham gia mua sn phm khi c chng trnh khuyn mi ca khch hng.
Phn trm mc tham gia mua sn phm khi c chng trnh khuyn mi ca khch hng
60% 50% 40% 30% 20% 10% 0% rat thuong xuyen thinh thoang rat it khong co 18% 8% 26% Percent 48%
C n 48% khch hng ch thnh thong mua sn phm ca Lovit khi cng ty c chng trnh khuyn mi, v 26% cho rng h rt t khi mua sn phm khi cng ty c chng trnh khuyn mi, ch c 18% khch hng thng xuyn mua sn phm khi c chng trnh khuyn mi. iu cho thy cc
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chng trnh khuyn mi ca cng ty vn cha thu ht khch hng lm, cng ty cn a ra nhng chng trnh hp dn hn thu ht khch hng tham gia vo chng trnh khuyn mi. Nh phn tch trn khch hng c thi quen mua sn phm khi s dng ht sn phm nh, nhng vn c mt s lng khch hng vn mua hng khi thy c chng trnh khuyn mi hp dn v qung co sn phm mi. Cng ty nn a ra cc sn phm mi c tnh nng vt tri v cc chng trnh khuyn mi thu ht nhm khai thc tt nhm khch hng ny.
4. nh gi ca khch hng v cc hot ng xc tin ca cng ty.

Bng 11: Nhn xt ca khch hng v mu qung co trn tp ch ca Lovit.
Ch nhn xt mu qung co, bi vit trn bo/tp ch ca Lovit nh th no n tng D nh Thng tin r rng Khng n tng Nhm chn Kh nh Group Total tui 20 - 25 Col % 20.0% 20.0% 40.0% 20.0% 100.0% 26 - 30 Col % 10.0% 30.0% 5.0% 45.0% 5.0% 5.0% 100.0% 31 - 35 Col % 13.3% 26.7% 26.7% 13.3% 20.0% 100.0% >35 Col % 30.0% 10.0% 30.0% 20.0% 10.0% 100.0% Group Total Col % 16.0% 14.0% 12.0% 36.0% 12.0% 10.0% 100.0%
Tuy sn phm ca Lovit c nhn bit tt qua knh bo, tp ch nhng cc mu qung co v bi vit ca cng ty cha n tng, khng c g c bit nn khng lu li trong tm tr khch hng lu c 4 nhm tui. Phn ln khch hng cho rng cc mu qung co v bi vit trn tp ch ca cng ty khng n tng chim 36%, trong khch hng c tui t 26 30 v 20 25 l chim t l phn trm nhiu nht t l phn trm ln lt l 45% v 40%. Ch 16% khch hng cho rng cc mu qung co v bi vit ca cng ty l n tng trong nhm khch hng c tui trn 35 chim a s vi 30%.
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Bng 12: nh gi ca khch hng i vi chng trnh khuyn mi ca Lovit

Thu nhp 5 -7 triu ng/thng 7 10 triu ng/thng Trn 10 triu ng/thng Tng cng Ch c thch chng trnh khuyn mi ca Lovit Ch c thch chng trnh khuyn mi ca Lovit Ch c thch chng trnh khuyn mi ca Lovit Count 16 21 13 50 Mean 4 4 3 4 Col % 32.0% 42.0% 26.0% 100.0% Valid N N=16 N=21 N=13 N=50
Nhn xt bng 12: Nhm khch hng thch chng trnh khuyn mi ca Lovit l nhm khch hng c thu nhp t 5 7 triu ng/ thng v 7 10 triu ng/thng c trung bnh ln lt l 4 c hai nhm thu nhp. i vi nhm khch hng c thu nhp trn 10 triu ng/thng th khng quan tm n chng trnh khuyn mi ca Lovit. Bng 13: Nhn xt ca khch hng v nhn vin bn hng v t vn vin ca Lovit.
Ch nhn xt nhn vin bn hng v t vn vin nh th no Nhit tnh, vui v Lch s C kin thc lm p chuyn nghip Bt lch s, cau c Group Total 20 - 25 Col % 40.0% 60.0% tui 26 - 30 31 - 35 Col % Col % 50.0% 73.3% 40.0% 26.7% 5.0% 5.0% 100.0% 100.0% >35 Col % 50.0% 40.0% 10.0% 100.0% Group Total Col % 56.0% 38.0% 4.0% 2.0% 100.0%
100.0%
a s khch hng u cho rng nhn vin bn hng v t vn vin ca Lovit nhit tnh, vui v chim 56%. Trong nhm tui t 31 35 l c t l phn trm cao nht ( 73.3%). Yu t lch s ca cc nhn vin cng c khch hng nh gi kh cao chim 38%. Nhm khch hng c tui t 20 25 c nhn trn nhiu nht vi 60%.
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Yu t bt lch s, cau c c khch hng nh gi kh thp ch chim 2%, cho thy nhn vin bn hng v t vn vin c o to tt lun nh nhn, lch s vi khch hng. Tuy nhin yu t c kin thc lm p chuyn nghip th khch hng nh gi kh thp ch 4%. iu cho thy kin thc lm p ca cc nhn vin vn cha tt, cn o to li.
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CHNG 5: MT S GII PHP HON THIN HOT NG XC TIN CA CNG TY NHM NNG CAO NNG LC CNH TRANH NHN HNG LOVIT.
1. Mt s gii php v sn phm v h thng phn phi cho sn phm ca Lovit.
Mun nng cao nng lc cnh tranh th Lovit cn to ra cc li th cnh tranh so vi cc i th cnh tranh. C hai cch to ra li th v cnh tranh: mt l li th v chi ph, hai l li th v s khc bit. y l sn phm thuc phn khc cao cp nn cng ty nn to li th cnh tranh t s khc bit ha. to ra li th cnh tranh cn xem xt cc yu t nh cht lng v s a dng ha ca sn phm, kh nng thm nhp th trng mi, kh nng xy dng v pht trin thng hiu, cc hot ng chiu th ca sn phm. Li th cnh tranh cn c nhiu yu t t ni lc ca cng ty nh: ngun lao ng n cc thnh phn ca chiu th, Do cc gii php nng cao nng lc cnh tranh cn tch hp nhiu bin php nh hn cho tng lnh vc cng to ra li th cnh tranh so vi cc sn phm khc. Sau y l mt s gii php v sn phm, gi c v h thng phn phi cho sn phm Lovit : Sn phm. i vi sn phm, cng ty cn a ra cc sn phm c tnh nng vt tri hn so vi trc ph hp vi xu th s dng m phm hin nay, v khi chn s dng m phm th yu t khch hng quan tm trc tin l cht lng sn phm. Cng ty cng cn a dng ha sn phm cnh tranh tt hn tha mn nhu cu khch hng tt hn. Theo nh kho st trn, khch hng nhn nh mu m, bao b ca Lovit kh sang trng v thu ht nhng mc nhn bit th rt thp. Cng ty
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cn thit k kiu dng sn phm sao cho khch hng ch thong thy l c th nhn bit nhn hiu ca sn phm. Cng ty c th thit k nhng kiu dng c o, to s khc bit r rng so vi cc nhn hiu khc. V d: hp phn trang im c th thit k nh mt chic in thoi sang trng, l nc hoa c th thit k nh dng mt ngi ph n gi cm, H thng phn phi. i vi knh bn hng trc tip th cng ty cng nn thnh lp mt i ng t vn vin bn hng ti cc th ln khc ngoi Tp HCM v H Ni ra nh Hi Phng, Nha Trang Hu, Cn Th, c th tip cn c nhiu nhm khch hng hn, hot ng bn hng hiu qu hn. i vi knh ca hng, cng ty nn m thm mt s ca hng ti nhng ni c ngi dn c thu nhp cao v xa nhng ca hng hin ti ca Lovit, nh khu Tho in qun 2, khu vc Bnh Ph qun 6, hay qun G Vp,. Hin ti cc khch hng nhng khu vc ny phi i qung ng kh xa mi n c cc ca hng ca Lovit. Cng ty cng nn tip cn vi cc spa chm sc sc p cao cp a sn phm ca Lovit vo cc spa. Va tiu th c sn phm, v thng qua cc chuyn vin spa, khch hng s bit n v tin tng s dng sn phm ca Lovit.
2. Mt s gii php v hot ng xc tin cho sn phm ca Lovit.

2.1 Hot ng qung co. Theo nh phn tch trn hot ng truyn thng trn bo, tp ch ca Lovit kh tt 98% s ngi c phng vn cho bit h bit n sn phm thng qua bo, tp ch. Nhng c n 36% cho rng mu qung co ca Lovit khng n tng. V d: mu qung co ca sn phm Golden Firming Lift Serum cha n tng ch yu do hnh nh i s ca sn phm, hnh nh cho thy ln da sn chc nhng vn cha tot ln nt sang trng v kiu sa t gng
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mt ca i s, do cng ty cn thit k li ni dung trn cc mu qung co trn tp ch cho c nt c o, thu ht. V thi gian qung co phi t nht l 4 tun, c th t 2 3 ln trong mt qu v qung co khng lin tc, thi gian ngn th kh c th lu vo tm tr khch hng nhng vy s lng ph ngun ti chnh dnh cho qung co. Cc hot ng qung co ngoi tri ca Lovit ri rc nn cha c hiu qu. Cng ty nn lm nhng pan qung co ti cc trung tm thng mi ln nh Diamond Plaza, Parkson Si Gn, Parkson Hng Vng, Zen Plaza, Thng x Tax, ngi tiu dng c th nhn bit thng hiu ca Lovit. Hot ng qung co ti im bn cng khng km phn quan trng nhng cc gian hng ca Lovit bn ngoi th c thit k kh p cng cc phng nn c sn phm v hnh nh i s ca cng ty to s nhn bit cao. Nhng ti hai ca hng trn ng Nguyn Th Minh Khai v ng Nguyn C Trinh th thit k bn trong vn cha to c s sang trng, cha tot ln c phong cch ca thng hiu Nt tinh t, v kiu sa. Cng ty cn thit k li bn trong ti cc gian hng ny sao cho thu ht hn, sang trng hn th hin c phong cch thng hiu. Khu vc trng by sn phm th th hp l, cn khu vc trng by cc sn phm chm sc da th cn lm nhng chic k ng bng knh v g, c khong t 2 n 3 tng st vo tng, dng n chiu sng cc sn phm, tng nt sang trng cho sn phm. Cc hp n cha hnh nh ca sn phm v i s nn treo trn tng ngang tm mt i din vi ca ra ngoi khi va bc vo ca hng, khch hng thy ngay hnh nh nhn din ca nhn hiu. Cc sn phm mi hoc, nhng sn phm c th mnh ca Lovit nn c trng by ring mt chic t; nn l mt chic t ng, bn trong c n chiu sng ty theo mu sc ca l sn phm m chn mu n cho ph hp nhm tn nt sang trng ca sn phm. Bn trn chic t nn c mt phng nn
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nh v mu qung co ca sn phm khch hng d dng ghi nh vo tm tr. Ty theo cng dng v mu sc ca sn phm, ta c th t mt vt trang tr cng sn phm th hin tnh cht sn phm. V d: i vi sn phm nc hoa ca Lovit ta c th t mt chic thp Effien thu nh - biu tng ca nc Php, cnh nhng l nc hoa; i vi sn phm Golden Firming Lift Serum vi mu vng c trng ta c th t sn phm trn mt n ct nhum vng trn mt a thy tinh. 2.2 Hot ng quan h cng chng. Hin nay cc hot ng quan h cng chng khng tn nhiu chi ph nh cc hot ng qung co nhng hiu qu mang li rt cao. V Lovit ch mi xut hin trn th trng gn 3 nm nn mc nhn bit thng hiu cha cao, do cng ty cn tp trung vo hot ng quan h cng chng to mi quan h vi cng ng xy dng thng hiu mnh to li th cnh tranh vi cc nhn hiu khc. Va qua cng ty c nhiu hot ng quan h cng chng ni b, cc du hiu nhn bit v hot ng quan h vi bo ch kh tt. Nhng cc bi vit trn tp ch ca Lovit c tn sut xut hin rt thp nn kh ng li trong tm tr khch hng. V cc hot ng ti tr ca Lovit t n tng v m nht, phi tht s quan tm mi c th nhn din c thng hiu ca Lovit. Cng ty cn c nhiu bi vit v cng thc ca sn phm, nhng tnh nng ca cc thnh phn ca sn phm, qu trnh tm ra cng thc sn phm, nhng bi vit v nhng ca s, din vin ni ting chia s nhng tri nghim khi s dng sn phm ca Lovit, ng trn cc tp ch thi trang nh Th Gii Vn Ha, tp ch p, Phong Cch, Thi Trang Tr, Ngi Tiu Dng, .. Cn c mi quan h tt vi bo gii sn phm ca Lovit c cc phng vin chuyn trang t vn gii thiu cho ngi tiu dng s dng l mt sn phm tt c cht lng v uy tn.
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to s nhn bit cao hn, Lovit nn ti tr cho cuc thi Siu mu hng nm, hay ti tr cho chng trnh Thi trang v cuc sng bng sn phm trang im ca cng ty dng trong qu trnh trang im cho cc ngi mu hay l phn thng khi t c cc danh hiu trong cuc thi Siu mu. 2.3 Hot ng khuyn mi. Cc chng trnh khuyn mi ca cng ty nn h tr cht ch vi cc hot ng khc. V d: khi cng ty gii thiu sn phm mi, cng ty c th pht mu th ngi tiu dng tri nghim sn phm ca Lovit, hay khai trng mt ca hng gii thiu sn phm mi th Lovit s p dng chng trnh gim gi 10% trong 1 tun k t ngy khai trng to nhu cu mua sm ca khch hng. Cng ty nn c chng trnh khuyn mi tng lc v ch nn thc hin 2 n 3 ln trong mt nm khi n ma mua sm nh ging sinh, tt nguyn n, nhm kch thch nhu cu hay nhng ma t tiu dng m phm c hiu qu hn. Khi ging sinh hay l tt nguyn n th ngi tiu dng c nhu cu lm p tng cao, do kch thch tiu dng nhiu hn cng ty c th p dng cc chng trnh gim gi 5% hay tng km sn phm khi mua mt b sn phm ca Lovit, hoc l mt chng trnh rt thm trng thng khi mua sn phm ca Lovit. n nhng ngy dnh cho ph n nh ngy Quc t ph n 8 3, ngy Ph n Vit Nam20 10, ngy ca M ( ch nht tun th 2 ca thng 5), Lovit nn c nhng chng trnh gim gi 5%khi khch hng mua trn b sn phm v gi qu min ph cho khch hng hay tng km mt b hoa v mt tm thip chc mng khi khch hng n mua qu tng cho m, ch hay ngi yu.
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2.4 Hot ng bn hng c nhn. Bn hng c nhn l mt hot ng kh quan trng v hot ng ny trc tip i thoi vi khch hng, nu lm tt hot ng ny th thng hiu cng nh uy tn ca cng ty s tng ln trong tm tr khch hng. Hin nay, knh bn hng trc tip ca cng ty hot ng kh hiu qu, khong 80% doanh thu ca cng ty do knh bn hng trc tip mang li. Tuy nhin theo kho st trn th khch hng nhn xt t vn vin ca Lovit cha c kin thc lm p chuyn nghip. Nng lc cnh tranh ca doanh c o lng thng qua cc ch tiu v doanh thu, th phn. Doanh thu ca cng ty c th hin qua cng thc: Doanh thu trc thu = ( gi * sn lng) *0.78 V cc t vn vin c hng 22% nn doanh thu ca cng ty ch bng 78%( 0.78) gi bn. Mun tng doanh thu, ta c th tng gi hoc sn lng. Tuy nhin nu t ngt tng gi th c th doanh thu ca cng ty khng tng m cn gim xung v ngi tiu dng s phn ng vi gi. Chng ta c th tng doanh thu bng cch tng sn lng sn phm. Sn lng sn phm bn ra ph thuc vo s lng t vn vin hay s sn phm bn ra trn mi t vn vin. Nu tng s lng sn phm bng cch tng s lng t vn vin th c th d dng tng s sn phm tng nhanh hn nhng; c mt s kh khn l cng ty phi mt thi gian v chi ph tuyn t vn vin v phi o to t u v kin thc lm p cng nh k nng thuyt phc khch hng cho cc t vn vin mi. C ri ro l cc t vn vin cha quen vi mi trng lm vic, trong thi gian u kh tm khch hng s b cuc th cng ty tn chi ph v thi gian tuyn dng v o to t vn vin mi. Nh phn tch trn i ng t vn vin lun dao ng v hng thng cng ty u tuyn thm t vn vin nhng cng c nhiu ngi b cuc. Nh
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vy th cng ty phi mt thi gian v chi ph o to cc t vn vin. Do cng ty nn tng doanh thu bng cch tng s lng bn hng ca mi t vn vin thng qua n nh s lng cc t vn vin v o to chuyn su v k nng thuyt phc khch hng cng nh cc kin thc lm p chuyn nghip c th p ng cc nhu cu ca khch hng, tng s lng hng bn ra. Cch thc ny c u im l khng tn nhiu thi gian v chi ph o to chuyn su cho cc t vn vin v cc t vn vin c nhng kin thc c bn nn thi gian o to ngn hn v hiu qu hn; cc t vn vin c sn mi quan h vi khch hng nn ch cn vn dng k nng v kin thc ca mnh bn hng c nhiu hn nn tng trng ny kh bn vng. Nhc im ca cch lm ny l sn phm bn ra s tng chm trong thi gian u v s chng li v s n lc n gii hn, cc t vn vin s bn c lng sn phm cao nht m mnh c th, khng th tng thm c na. khc phc nhc im cng ty nn kt hp c vic tng s lng t vn vin cng nh nng co sn phm bn ra trn mi t vn vin. Khi p dng c hai cch trn th khc phc c nhc im l sn phm bn ra s tng nhanh v bn vng, thc y cc t vn vin vn n nh im ca mnh. Cng ty cn c nhng chnh sch h tr cc t vn vin mi nh nn bt u tm mi quan h u gii thiu v bn c sn phm, kinh nghim to mi quan h thn thit vi khch hng m rng mi quan h ca mnh t nhng quan h ca khch hng. Nhm khc phc tnh trng t vn vin mi b cuc v khng bn c sn phm trong thi gian u. 2.5 Hot ng chm sc khch hng. Cng vi cht lng sn phm, th dch v chm sc khch hng cng l yu t nh hng ln n quyt nh chn m phm ca khch hng. Cc hot ng chm sc khch hng hin nay ca Lovit kh tt, tuy nhin cc nhn hiu cao cp khc cng c cc hot ng tng t.
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Do cng ty c th to ra s khc bit bng cch thnh lp cu lc b Lovit Bn ng hnh. Nhm chm sc khch hng tt v cho khch hng thy c cc gi tr cng thm khi khch hng s dng sn phm ca Lovit so vi cc nhn hiu khc. To s khc bit ca Lovit so vi cc nhn hiu khc cng nh th hin s n cn, thn thin vi khch hng, to lng trung thnh ca khch hng. i tng l nhng khch hng thn thit ca Lovit, c ha n mua hng t 7 triu mt nm tr ln s tr thnh thnh vin ca cu lc b. Cu lc b s sinh hot vo 2 thng/ln, vo ngy ch nht, mi ln sinh hot theo ch . a im ti hi trng ca hng 115 Nguyn C Trinh, Q1. Cc thnh vin s chia s v kin thc lm p nh: chm sc da kt hp vi dng sn phm ca Lovit nh th no da khe mnh v mn mng, ma h oi bc nn dng sn phm no ca Lovit chm sc da khng b mn, lm sao trnh kh da vo ma lnh, cch dng sn phm ca Lovit che cc khuyt im mt, mi khi trang im, v cc kin thc v thi trang nh cc b su tp mi, mu thi trang no ang c a chung, cc mu trang sc mi, phi hp vi cc ph kin i km nh tht lng, giy, mt knh, ti xch, . Ngoi ra, mi ln sinh hot cu lc b s kt hp chc mng sinh nht ca nhng thnh vin trong cu lc b trong khong thi gian gia hai ln sinh hot. Mi nm vo ngy 8 3, v ngy 20 10, cu lc b s t chc cc cuc thi nh v cch trang im, chm sc da, thi phi hp cc ph kin i km snh iu nht cho cc thnh vin vui chi, gii tr. Kinh ph hot ng ca cu lc b phn ln do cng ty ng gp, cn phn cn li do cc thnh vin ng ph sinh hot. Mi thng 100 ngn ng mt thnh vin, s tin dnh t chc v mua qu sinh nht cho cc thnh vin cu lc b, cn chi ph cc cuc thi s do cng ty ng gp.
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2.6 Hot ng chiu th trc tip. Hot ng chiu th trc tip khng c cng ty khai thc trit . Cng ty nn thng xuyn gi th nhc nh khch hng mua sn phm nh: khi c chng trnh khuyn mi, cng ty nn in ra nhng sn phm c khuyn mi gim gi hay cc loi sn phm c khuyn mi ( ti ng m phm, vali, ) sao cho thu ht v gi chng n cc khch hng ca Lovit to nhu cu. V trang web ca Lovit, cng ty nn a ln cc s kin lin quan n nhn hiu. V d: tin v i s Lovit n Vit Nam, Lovit a ra sn phm mi, cp nht thng xuyn cc chng trnh khuyn mi ca Lovit, cc h thng phn phi ca Lovit, . khch hng c nim tin vo nhn hiu, sn phm ca Lovit l sn phm cao cp c cht lng cao v dch v tt.
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Phn kt lun
Hin nay, khu vc Chu Thi Bnh Dng l khu vc c nn kinh t si ng nht th gii, nn hu ht cc nhn hiu m phm nc ngoi lun mun m rng th trng ca mnh khu vc ny v Vit Nam cng khng ngoi l. Vi dn s tr cng vi nhu cu s dng m phm nc ta ngy cng tng, c bit l cc dng m phm cao cp. Do phn khc ny vn rt hp dn, mc d trn th trng c kh nhiu nhn hiu m phm ni ting. Lovit vn c kh nng m rng th phn ca mnh hn na khi khai thc trit nhng im mnh vn c ca mnh v nm bt cc c hi mi t nhu cu ca khch hng. c th lm c nh vy, Lovit cn khng ngng gia tng cht lng sn phm v cc dch v km theo, xy dng thng hiu vng mnh nhm gia tng nng lc cnh tranh ca nhn hiu. Cn phi kt hp cc hot ng ca chin lc chiu th ca cng ty mt cch cht ch v thng nht, cc thnh phn trong chin lc phi h tr cho nhau mi to c li th cnh tranh bn vng. i vi sn phm, cn phi pht trin cc sn phm mi theo xu hng tiu dng m phm ph hp vi th trng hay l ngi to ra xu hng tiu dng m phm mi tr thnh ngi tin phong xut pht t nhng nhu cu thc t ca khch hng. i vi gi cn hng ra th trng, l phi thay i, iu chnh gi sao cho va th hin phong cch thng hiu va ph hp vi thu nhp ca ngi tiu dng. Cn m rng h thng phn phi n cc th trn cc tnh thnh c nc, p ng c nhu cu lm p ngy cng tng nc ta.
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Cc hot ng xc tin cn c thc hin vi hnh thc m khch hng mong mun, kt hp vi cc chin lc khc to hiu qu cao hn. T nhng kho st, phn tch cho ta nhn thy thc trng hin ti cc hot ng xc tin ca nhn hng Lovit ti Tp HCM, t ra nhng gii php hon thin chin lc xc tin, h tr cc chin lc khc to n tng p trong lng khch hng nng cao nng lc cnh tranh cho cng ty.
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Chuyn tt nghip
Ti liu tham kho

1. Nhm bin son Th.S Quch Th Bu Chu, Marketing cn bn, NXB Thng k trng H Kinh T Tp HCM, nm 2005 2. Michael E. Porter, Li th cnh tranh, NXB Tr, nm 1985 3. Nguyn nh Th v Nguyn Th Mai Trang, Nguyn l Marketing, NXB HQG Tp HCM Khoa Kinh T - nm 2003 4. Tp ch p thng 7, 8, 11, 12 nm 2008, thng 1 nm 2009. 5. Tp ch Th Gii Vn Ha thng 7, 8, 11, 12 nm 2008, thng 1 nm 2009. 6. Tp ch Phong Cch thng 7, 8, 11, 12 nm 2008, thng 1 nm 2009. 7. Bo Doanh Nhn Si Gn Cui Tun s thng 1 nm 2009. 8. Cc trang web: www.vietnam.net www.vietbao.com www.ohui.com www.shiseido.com www.lorealparis.com
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Chuyn tt nghip
Bng cu hi
Cho ch chng ti l i din ca Cng ty c phn M Phm p nh phn phi chnh thc m phm cao cp Lvit v QGirl. Hin nay chng ti c thc hin cuc kho st Phn hi ca KH v hot ng xc tin ca cng ty c th hiu r khch hng hn chng ti c th tip tc a ra nhng chng trnh phc v khch hng tt hn. Ch c th vui lng thc hin bng cu hi ny v chng ti cam oan nhng thng tin anh ch cung cp s c bo mt cn thn. Xin chn thnh cm n s hp tc ca ch. Thng tin c nhn: H v tn: ............................................... S in thoi :....................... a ch: ................................................... Ngh nghip: ........................ Cu 1:Ch bit n sn phm ca Lovit thng qua phng tin no? ( chn nhiu p n) Bo, tp ch. Ca hng gii thiu sn phm. T ri, p phch qung co. Ngi thn gii thiu. Cu 2: Ch nhn xt cht lng sn phm ca Lovit nh th no? ( 1 hon ton khng tt, 2 khng tt , 3khng kin, 4tt , 5rt tt) 1 Thu ht 2 1 3 2 4 3 5 4 5
Cu 3:Ch nhn xt bao b, mu m ca Lovit nh th no? ( 1 hon ton khng, 2 khng, 3khng kin, 4c, 5hon ton c)
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Chuyn tt nghip
Sang trng D nhn bit
1 1
2 2
3 3
4 4
5 5
Cu 4:Theo ch gi ca sn phm Lovit so vi sn phm cao cp khc? ( 1 rt cao, 2 cao , 3ph hp, 4thp , 5rt thp) 1 Rt cao cp. Cao cp. Hi cao cp Trung bnh Thp cp Cu 6: Ch tng tham gia cc hot ng?( chn nhiu p n) c qung co trn bo, tp ch. c bi vit trn bo, tp ch. Tham gia cc chng trnh khuyn mi ca cng ty. Tham gia cc s kin ca cng ty. Cu 7: Ch nhn xt mu qung co, bi vit trn bo/tp ch ca Lovit nh th no? n tng . D nh. Thng tin r rng Khng n tng. Nhm chn. Kh nh. Cu 8: Ch c thch cc chng trnh khuyn mi ca Lovit? 2 3 4 5 Cu 5: Theo ch sn phm ca Lovit thuc dng sn phm?
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Chuyn tt nghip
( 1 hon ton khng, 2 khng, 3khng kin, 4c, 5hon ton c) 1 Rt thng xuyn Thnh thong Rt t. Khng c Cu 10: Ch mua m phm ca khi? Dng ht sn phm nh Lovit c chng trnh khuyn mi hp dn Nhn vin t vn thuyt phc Thy Lovit qung co sn phm mi Cu 11: Ch nhn xt v nhn vin bn hng, t vn vin nh th no? Nhit tnh, vui v. Lch s. C kin thc lm p chuyn nghip. Bt lch s, cau c. Cu 12: Khi chn m phm, ch quan tm n yu t no? Cht lng sn phm Mu m, bao b Thng hiu, c uy tn Gi c Khuyn mi Sn phm c qung b rng ri Dch v chm sc khch hng Trnh ca t vn vin 1 1 1 1 1 1 1 1 2 2 2 2 2 2 2 2 3 3 3 3 3 3 3 3 4 4 4 4 4 4 4 4 5 5 5 5 5 5 5 5 2 3 4 5 Cu 9: Ch c mua hng khi thy chng trnh khuyn mi ca cng ty?
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Chuyn tt nghip
Cu 13: Ch nm trong tui no? 20 -25 5 7 triu 26 30 7.1 10 triu CM N CH 31 35 > 10 triu > 35 Cu 14: Theo ch th thu nhp ca ch mi thng khong
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Chuyn tt nghip

GVHD: Th.S inh Tin Minh

SVTH: Phm Th Dim Phng

GVHD: Th.S inh Tin Minh

3. Phng php nghin cu:

SVTH: Phm Th Dim Phng

GVHD: Th.S inh Tin Minh

SVTH: Phm Th Dim Phng

GVHD: Th.S inh Tin Minh

SVTH: Phm Th Dim Phng

GVHD: Th.S inh Tin Minh

SVTH: Phm Th Dim Phng

GVHD: Th.S inh Tin Minh

Hnh 1: 5 p lc cnh tranh ca Porter

SVTH: Phm Th Dim Phng

GVHD: Th.S inh Tin Minh

SVTH: Phm Th Dim Phng

GVHD: Th.S inh Tin Minh

SVTH: Phm Th Dim Phng

GVHD: Th.S inh Tin Minh

SVTH: Phm Th Dim Phng

GVHD: Th.S inh Tin Minh

SVTH: Phm Th Dim Phng

GVHD: Th.S inh Tin Minh

2 Kht qut li th cnh tranh.

SVTH: Phm Th Dim Phng

GVHD: Th.S inh Tin Minh

3 Khi qut v hot ng xc tin.

SVTH: Phm Th Dim Phng

GVHD: Th.S inh Tin Minh

SVTH: Phm Th Dim Phng

GVHD: Th.S inh Tin Minh

SVTH: Phm Th Dim Phng

GVHD: Th.S inh Tin Minh

SVTH: Phm Th Dim Phng

GVHD: Th.S inh Tin Minh

SVTH: Phm Th Dim Phng

GVHD: Th.S inh Tin Minh

SVTH: Phm Th Dim Phng

GVHD: Th.S inh Tin Minh

D b nhm chn, b qua. Chi ph cao. Thi gian qung co rt ngn

SVTH: Phm Th Dim Phng

GVHD: Th.S inh Tin Minh

SVTH: Phm Th Dim Phng

GVHD: Th.S inh Tin Minh

SVTH: Phm Th Dim Phng

GVHD: Th.S inh Tin Minh

SVTH: Phm Th Dim Phng

GVHD: Th.S inh Tin Minh

SVTH: Phm Th Dim Phng

GVHD: Th.S inh Tin Minh

SVTH: Phm Th Dim Phng

GVHD: Th.S inh Tin Minh

SVTH: Phm Th Dim Phng

GVHD: Th.S inh Tin Minh

CHNG 2: GII THIU CNG TY BEAUTE COSMETIQUE

SVTH: Phm Th Dim Phng

GVHD: Th.S inh Tin Minh

Trng Phng marketing

Trng Phng kinh doanh

Trng Phng k ton

Trng Phng thu mua

Trng Phng hnh chnh nhn s v k thut Nhn vin

Ngun: cng ty C phn M Phm p.