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Hon thi n chi n l c truy n thng Marketing s a r a m t

Clean & Clear


c ng ti m s : XT2333

LI M U
C s hnh thnh ti: Ngy nay cng vi s pht trin ngy cng cao ca
nn kinh t, p ng cho cc nhu cu ngy cng cao ca ngi tiu dng, cc doanh
nghip khng ngng ra i. H hot ng vi nhiu mc tiu khc nhau nhng mt
mc tiu gn lin vi cc doanh nghip l lm sao c th tha mn c nhu cu
ca cng chng, ca khch hng t mc ch li nhun cng ty a ra.
Mc Tiu nghin cu: Da trn c s l thuyt truyn thng marketing phn
tch v nh gi thc trng truyn thng marketing cho sn phm sa ra mt Clean &
Clear, t ra kin ngh hon thin.
i tng nghin cu: c gii hn trong phm vi thu thp d liu ti Vit
Nam, mt s i th cnh tranh cng ngnh, t phn tch, nh gi thc trng tnh
hnh truyn thng marketing ca sa ra mt Clear & Clear t d a ra mt s
kin ngh cho vic gi vng v pht trin thng hiu ca sa ra mt Clean &
Clear.
Phm vi nghin cu: Cng nh cc chin lc v sn phm, gi v phn phi
chin lc truyn thng marketing ca mi cng ty v mi sn phm ngnh hng s
khc nhau. Ty theo mc tiu mi cng ty s c mt chnh sch khc nhau l lm sao
a sn phm i vo tm tr cng chng v cch thc truyn ti chng nh th no
l hiu qu. Qua thi gian lm vic ti cng ty em mun i su vo ti phn tch vo
chin lc truyn thng marketing cho sn phm sa ra mt Clean & Clear, mt sn
phm ca cng ty Johnson & Johnson m cng ty ang phn phi nhm a ra mt s
gii php nng cao hiu qu hot ng truyn thng marketing ti cng ty.
Kt cu ca ti: Ngoi phn m u v kt lun, b cc ti bao gm 03
chng chnh:
Chng 1: C s l lun chin lc truyn thng marketing

Chng 2: Thc trng tnh hnh truyn thng marketing sn phm Clean & Clear
trong thi gian qua
Chng 3: Gii php nng cao hiu qu hot ng truyn thng

marketing sn phm sa ra mt Clean & Clear

MC LC
Chng I:
1.

C s l lun truyn thng marketing

Chin lc truyn thng marketing...................................................1


1.1 Khi nim........................................................................................1

2.

Vai tr ca chin lc truyn thng marketing trong Marketing Mix1


2.1 Vai tr ca chin lc truyn thng marketing i vi sn phm. .2
2.2 Vai tr ca chin lc truyn thng marketing i vi gi............2
2.3 Vai tr ca chin lc truyn thng marketing i vi phn phi. 2

3.

Cc yu t nh hng n truyn thng marketing...........................2


3.1 Mc tiu cng ty.............................................................................2
3.2 Ngn qu sn c..............................................................................3
3.3 Bn cht th trng..........................................................................3
3.4 Bn cht sn phm..........................................................................4
3.5 c tnh ng c mua hng ca khch hng...................................5
3.6 Chu k sng ca sn phm..............................................................7
3.7 Chin lc ko hay y...................................................................9

4.

Qu trnh truyn thng.......................................................................9


4.1 Pht hin cng chng mc tiu....................................................10
4.2 Xc nh mc tiu truyn thng...................................................10
4.3 Thit k thng ip......................................................................11
4.4 La chn cc knh truyn thng..................................................11
4.5 Phn b ngn sch truyn thng marketing.................................12
4.6 Quyt nh h thng cc bin php truyn thng marketing.......12
4.7 o lng kt qu truyn thng marketing...................................12

5. Cng c truyn thng marketing............................................................12


5.1. Qung co....................................................................................12
5.1.1.

Khi nim...........................................................................12

5.1.2.

Vai tr qung co...............................................................14

5.1.3.

Tc dng qung co...........................................................14

i vi doanh nghip............................................................14
i vi ngi tiu dng........................................................14
5.1.4.

Nhim v qung co..........................................................14

5.1.5.

Quyt nh ch yu ca ban lnh o qung co...............15

5.1.6.

Cc phng tin qung co................................................15

Qung co trn truyn hnh......................................................15


Qung co trn truyn thanh.................................................16
Qung co trn bo ch..........................................................16
Qung co ngoi tri.............................................................16
Qung co trn web...............................................................16
Qung co trn vt phm.......................................................17
5.2. Khuyn mi..................................................................................17
5.2.1.

Khi nim...........................................................................17

5.2.2.

Mc tiu khuyn mi.........................................................17

5.2.3.

Cc hnh thc khuyn mi.................................................18

i vi ngi tiu dng........................................................18


i vi nh bn l.................................................................18
5.3. PR.................................................................................................19
5.3.1.

Khi nim...........................................................................19

5.3.2.

Mc tiu PR.......................................................................20

5.3.3.

Cc hot ng PR..............................................................20

5.4. Tip th trc tip...........................................................................20


5.5. Bn hng trc tip........................................................................21
Chng II

Thc trng tnh hnh truyn thng marketing sn phm Clean

& Clear trong thi gian qua


1.

Tng quan v cng ty dc phm AAA..........................................23


1.1 Lch s hnh thnh, pht trin......................................................23

1.1.1 Qu trnh hnh thnh cng ty.................................................23


1.1.2 Quy m hot ng v chc nng..........................................23
Quy m hot ng.................................................................23
Chc nng.............................................................................24
1.2 Mc tiu, nhim v......................................................................24
1.2.1 Mc tiu................................................................................24
1.2.2 Nhim v...............................................................................24
1.3 T chc b my cng ty.....................................................25
1.3.1 T chc b my cng ty.........................................................25
1.3.2 Chc nng, nhim v tng phng ban...................................25
2.

Tnh hnh th trng v sn phm sa ra mt Clean & Clear:.......28


2.1...Qu trnh thm nhp sn phm sa ra mt Clean & Clear vo th
trng Vit Nam....................................................................................28
2.2 S lc v th trng sa ra mt ti Vit Nam...........................29
2.3 c tnh th trng........................................................................30
2.3.1 c im................................................................................30
2.3.2 Khch hng............................................................................31
2.4i th cnh tranh..........................................................................32

3.

Hot ng truyn thng marketing cng ty v sn phm sa ra mt

Clean & Clear


3.1 Quan nim ca cng ty v Marketing v c cu t chc cc hot ng
khuyn th..............................................................................................32
3.1.1 Quan nim ca cng ty v Marketing........................................32
3.1.2 C cu t chc cc hot ng truyn thng marketing..............33
3.2 Tnh hnh hot ng kinh doanh ca cng ty................................33
3.2.1 Kt qu hot ng kinh doanh...................................................33
3.2.2 V tr ca Clean & Clear trn th trng Vit Nam...................35
3.3 Hot ng nghin cu th trng v sn phm sa ra mt
Clean & Clear........................................................................................38

3.4 Phn tch SWOT...........................................................................39


3.4.1 im mnh.................................................................................39
3.4.2 im yu....................................................................................40
3.4.3 C hi.........................................................................................40
3.4.4 Thch thc.................................................................................41
3.5 Chin lc truyn thng marketing ca cng ty v sn phm sa ra
mt

Clean & Clear..............................................................42

3.5.1 S lc v sn phm v knh phn phi....................................42


3.5.2 Chnh sch truyn thng marketing...........................................43
3.5.2.1 Qung co............................................................................44
Qung co trn truyn hnh..............................................44
Qung co trn bo..........................................................46
Qung co ngoi tri........................................................47
Qung co trn web..........................................................48
Qung co trn vt phm.................................................50
Cc hnh thc khc...........................................................50
3.5.2.2 Khuyn mi.........................................................................51
Khuyn mi vi ngi tiu dng.....................................51
Khuyn mi vi nh bn l................................................52
Cc hat ng khuyn mi ca cc i th cnh tranh trong
thi gian gn y..........................................................................53
Dnh cho ngi tiu dng..................................................53
Dnh cho nh bn l..........................................................54
3.5.2.3 PR........................................................................................55
3.5.2.4 Bn hng c nhn.................................................................56
Chng III: Gii php nng cao hiu qu hot ng truyn thng marketing
sn phm sa ra mt Clean & Clear
1.

Mc tiu, nhim v nm 2010.........................................................57

1.1 Mc tiu cng ty...........................................................................57


1.2 Mc tiu phng Trade Marketing.................................................58
2. Mt s gii php nng cao hiu qu chin lc truyn thng marketing
i vi sn phm sa ra mt Clean & Clear.....................................58
2.1. Xc tin qung co c s kt hp................................................59
2.1.1. Trn truyn hnh....................................................................59
2.1.2. Trn truyn thanh..................................................................61
2.1.3. Qung co trn bo................................................................62
2.1.4. Qung co ngoi tri.............................................................62
2.1.5. Qung co trn web...............................................................63
2.1.6. Qung co trn vt phm.......................................................64
2.2 T chc thm cc hot ng khuyn mi.....................................64
2.2.1. Dnh cho ngi tiu dng.....................................................64
Chng trnh Ta sng cng Clean & Clear...............65
Clean & Clear cng nhp iu s.....................................66
T chc t vn da v chm sc da min ph....................67
To ra cc sn chi b ch cho ngi tiu dng...............68
2.2.2 Dnh cho nh bn l..............................................................68
2.2.3 y mnh cng tc quan h cng chng...................................69
Hi ngh khch hng.............................................................70
y mnh quan h cng ng...............................................71
2.3. Tip th trc tip...........................................................................71
3.Kin ngh..........................................................................................72
3.1. i vi nh nc..........................................................................72
3.2.

i vi cng ty Johnson & Johnson. . 73

3.3. i vi cng ty TNHH dc phm AAA....................................73

DANH SCH HNH & BNG BIU


HNH
Hnh 1.2: Quyt nh ch yu ca ban lnh o qung co......................15
Hnh 1.3: Hiu qu ca chi ph cc cng c khuyn mi khc nhau trong
nhng giai on sn sng khc nhau ca ngi mua.........................................20
Hnh 1.4: Qa trnh bn.............................................................................22
Hnh 1.5: Mt s cc yu t ch yu nh hng n hnh vi mua sm ca
ngi tiu dng..................................................................................................5
Hnh 1.6: Cc giai on ca chu k sng sn phm..................................8
Hnh 1.7: Chin lc y v ko...............................................................9
Hnh 1.8: Cc phn t trong qu trnh truyn thng..................................10
Hnh 1.9: M hnh th bc AIDA..............................................................11
Hnh 2.1: S t chc cng ty................................................................26
Hnh 2.2: S t chc phng Trade Marketing......................................29
Hnh 2.4: T l tng trng cng ty 2008 2009 v mc tiu 2010
Hnh 2.5: Biu th phn Clean & Clear so vi cc i th cnh tranh. 36
Hnh 2.6: T l doanh s ti cc khu vc..................................................38
Hnh 2.7: Cc yu t nh hng n chin lc xy dng gi ca cng ty
v sa ra mt Clean & Clear...........................................................................43
Hnh 2.8: H thng phn phi ca sn phm Clean & Clear.....................45
BNG BIU
Bng 2.1: T l tng trng ca cng ty...................................................35
Bng 2.2: Th phn ca Clen & Clear so vi i th cnh tranh...............36
Bng 2.3: Phn trm doanh s ti cc khu vc so vi tng th phn t c
...........................................................................................................................38
Bng 2.4: Chi ph qung co trn truyn hnh nm 2010..........................46

Bng 2.5: Chi ph qung co ngoi tri ti cc khu vc trn ton quc....49
Bng 3.1: K hoch pht sng i vi sn phm mi
Clean & Clear Daily Pore Cleanser...........................................................62
Bng 3.2: K hoch pht sng i vi sn phm mi
Clean & Clear Deep Action Cleanser 63
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