NGHIN CU SN PHM I.

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Trong nhng nm gn y sc cnh tranh ca cc cng ty Vit Nam v nc ngoi din ra ht sc quyt lit c bit l cc sn phm c xut x t cc cng ty a quc gia, ang c mt v thng lnh trn th trng Vit Nam. - Unilever l mt trong nhng tp on a quc gia cung ng hng tiu dng hng u th gii vi cc ngnh hng thc phm v sn phm chm sc v sinh c nhn v gia nh. C mt ti Vit Nam t nm 1995, ti nay cng ty u t hn 120 triu la M v tr thnh mt trong cc nh u t thnh cng nht Vit Nam vi 2 doanh nghip: Cng ty Lin doanh Unilever Vit Nam chuyn v cc sn phm chm sc c nhn v gia nh (bt git OMO, Viso, x bng v sa tm Lux, Lifebuoy, Dove, du gi Sunsilk, Clear, Lifebuoy, cc loi nc v sinh gia nh Vim, nc ra chn bt Sunlight, cc loi sa ra mt v kem dng da Pond"s, Hazeline...) v Cng ty TNHH Unilever Vit Nam chuyn v cc sn phm thc phm, tr v cc ung t tr, cc sn phm chm sc v sinh rng ming (tr Lipton nhn vng, Lipton Icetea, nc mm v bt nm Knorr). V Omo l mt trong nhng sn phm ni ting ca cng ty Unilever.

C s l lun 2.1 Sn phm theo quan im Marketing 2.1.1 Khi nim sn phm Sn phm l bt c th g c th a vo mt th trng t c s ch , chp nhn, s dng hay tiu th, c kh nng tha mn c mt c mun hay mt nhu cu. Sn phm c th tn ti di dng vt cht hay phi vt cht.

2.1.2 Cc nhn t cu thnh sn phm Mt sn phm c cu thnh 4 mc . 2.1.2.1Phn loi sn phm Theo mc ch s dng: hng tiu dng, hng t liu sn xut. Theo thi gian s dng: hng bn, hng khng bn. Theo cu to: sn phm hu hnh, dch v. Theo tnh cht phc tp: hng n gin, hng phc tp. 2.1.2.2 c tnh ca sn phm c tnh k thut, l ha: cng thc, thnh phn vt liu, kiu dng, mu sc c tnh s dng: bn, an ton, tnh c th c tnh tm l: p, tr trung, thoi mi, vng chc c tnh kt hp: gi c, nhn hiu, ng gi, tn gi, cc dch v Chnh nhng c trng ca sn phm l yu t quyt nh nht n s la chn ca ngi tiu th so vi cc sn phm cnh tranh. 1.1.1 Nhn hiu Ngi tiu dng cm nhn v tn hiu hng ho nh mt phn thc cht ca sn phm. Vic t tn hiu c th lm tng gi tr cho sn phm. V d. Mt chai du gi u Hng Bi ca Hng M Phm Thorakao, mt chai du gi B Kt ca hng P/S s c coi l nhng loi du gi u tt, cht lng cao nhng nu nhng th ng trong mt chai khng nhn hiu s b coi l cht lng ti, gi r, d mi hng hay cht lng y ht. Sau y l mt s khi nim cn bn:

- Tn hiu (Brand Name) l tn gi nhm xc nh hng ho hay dch v ca ngi bn v phn bit vi hng ho ca nhng doanh nghip khc. Tn hiu l phn c ln c. V d: Pepsi, Tribeco - Du hiu (Brand Mark) l nhng biu tng, mu v c trng cho mt hng hoc mt sn phm. V d: biu tng ca hng Mercedes l ci v lng hnh ngi sao ba cnh - Nhn hiu (Trade Mark) l tn hiu thng mi c ng k v c lut php bo v trnh hin tng lm gi. Nh qun tr phi a ra quyt nh v tn hiu v nhn hiu.Cng ty phi quyt nh c nn t tn hiu khng.

Hnh: Quyt nh tn hiu cho sn phm 1/ Quyt nh v ngi ng tn hiu Sn phm c th c tung ra vi tn hiu ngi sn xut. hay tn hiu ca ngi phn phi (trung gian). Thm ch ngi ta c th mn tn hiu. V d: nm 1981 Piere Carddin thu c 50 triu la tin bn quyn trn cc sn phm tr gi

1 t la ca 540 hng trn ton th gii, khch hng lng l gia hai sn phm tng t th hu nh s chn sn phm c tn hiu quen thuc. 2/ Quyt nh v cht lng tn hiu Cht lng l mt trong nhng cng c nh v ch yu ca nh lm marketing, cht lng th hin: tnh bn, tnh tin cy, tnh an ton, d s dng, d sa cha. C 4 mc cht lng: thp, trung bnh, cao v ho hng. Mc li tng theo mc cht lng ca sn phm. Cng ty nn nhm vo cht lng cao. Cht lng ho hng ch lm mc li tng nh cht t m chi ph li ln 3/ Quyt nh tn hiu ring hay tn cng ty Chng ta c th la chn mt trong hai hng, tn hiu ring hoc tn hiu c km theo tn cng ty.Tn hiu ring khng nh hng n uy tn ca cng ty. Cn tn hiu c km tn cng ty: c nhiu thun li khi cng ty ni ting, c uy tn. Tuy nhin nu sn phm cht lng yu nh hng n uy tn cng ty. 4/ Quyt nh m rng tn hiu Cc cng ty c th s dng mt tn hiu thnh cng tung ra nhng sn phm mi hay sn phm ci tin.V d: Hng Honda dng tn ca mnh tung ra mt hng my xn c. Trong khi hng Gillette s dng tn Gillette tung ra cc mt hng v sinh nam gii. 5/ Quyt nh a hiu y l quyt nh trin khai nhiu nhn hiu trong cng mt loi sn phm. V d: hng P&G sn xut c 10 loi bt git vi tn hiu khc nhau. Do , cng ty tng nhanh c doanh s, li nhun, chim c nhiu ch trn k by hng. 6/ Quyt nh, ti nh v tn hiu

D mt tn hiu c nh v tt th no trong th trng th sau nh sn xut cng phi ti nh v cho n.Vic ti nh v c th i hi thay i c sn phm ln hnh nh ca n. Hng P&G ti nh v x bng Bold bng cch thm cht gi mm vi. Tm li, vic la chn mt tn hiu phi ht sc cn thn.Tn hiu phi ni ln c phn no v li ch v cht lng sn phm.Phi d c, d nhn ra v d nh. Tn hiu phi c o, phi dch c d dng sang ting nc ngoi v c th c ng k v php lut bo v d dng. Ti sao phi t tn nhn hiu? N c li cho ai? H hng li nh th no? V phi chu tn ph bao nhiu? Chng ta phi nhn vn t tn hiu t quan im ca ngi mua, ngi bn v x hi. - Quan im ngi mua Tn hiu gip ngi ta bit t nhiu v cht lng: Kodak, Honda, Sony Nu hng tiu dng khng nhn hiu th phi s, ngi kh mt thi gian. Nu nh ngi khc mua h s rt kh khn. - Quan im ngi bn + Tn hiu s gip cng ty d thc hin n t hng. + Tn hiu gip qung co, thu ht c khch hng. + Tn hiu to iu kin chng cnh tranh, c php lut bo v. + Tn hiu lm tng uy tn ca cng ty. - Quan im x hi + t tn hiu a ti cht lng sn phm cao hn.

+ C nhiu mt hng, d la chn. Nm tiu ch thng dng t tn cho nhn hiu 1. D nh: n gin, d pht m, d nh vn 2. C ngha: gn gi, c ngha, c kh nng lin tng 3. D chuyn i: tn nhn hiu c th dng cho nhiu sn phm trong cng mt chng loi; d chp nhn gia cc lnh th v nn vn ho khc nhau 4. D thch nghi: d dng tr ho, hin i ho 5. p ng yu cu bo h: c kh nng phn bit, khng trng, khng tng t vi nhn hiu ca ngi khc np n hoc bo h. 4 cch t tn nhn hiu: 1. S dng t t to: t t to c t hp t nhng k t, to thnh mt t mi pht m c v khng c trong t in (Elead, yahoo...) 2. S dng t thng dng: t thng dng l nhng t hin dng, thc s c ngha trong mt ngn ng no (Future, Rng ng, Thng Nht, Trung Thnh...) 3. S dng t ghp: t ghp l s kt hp cc t hin dng v cc m tit d nhn bit (VINAMILK, Thinkpad) 4. S dng t vit tt: thng thng t vit tt c to thnh t nhng ch cI u ca tn cng ty, t vit tt cng c th pht m c v mang mt thng ip no (VNPT, FPT, IBM, LG...)

1.1.2 Bao b S ng gi Vic to bao b (Packaging) l nhng hot ng nhm v kiu v sn phm cha hay bao gi cho mt sn phm. Bao b gm 3 lp:

- Bao b lp u l ci trc tip cha sn phm. V d chai ng nc hoa l bao b lp u. - Bao b lp nh l bao b bo v bao b lp u v s b i khi ta sp dng sn phm . Hp ng chai nc hoa l bao b lp nh. N c tc dng bo v b sung, va l ch qung co thm. - Bao b vn chuyn l lp bao b cn thit cho vic lu kho v vn chuyn. Mt s hp cng ng 6 t chai nc hoa ni trn l bao b vn chuyn.

Chng II:Thc trng v sn phm trn th trng 1)Phn tch th trng a. Thc trng: Trong nhng nm gn y, sc cnh tranh gia hng ho Vit Nam v hng ho th trng nc ngoi din ra ht sc quyt lit, c bit l cc sn phm c xut x t cc cng ty a quc gia hin ang c mt v thng lnh trn th trng Vit Nam. ng trc cn lc cnh tranh ca nn kinh t thi hi nhp WTO, cc doanh nghip lun thc c v s sng cn ca sn phm l do ngi tiu dng quyt nh. Ti Vit Nam nhng nm gn y sc cnh tranh gia hng ho trong nc v hng ho nc ngoi din ra ht sc quyt lit c bit l nhng sn phm c xut x t nhng cng ty a quc gia v Unilever Vit Nam cng l mt trong nhng i gia ln trn th trng hng tiu dng, hng thit yu cho sinh hot hng ngy ca ngi tiu dng Vit Nam nh bt git OMO. OMO n vi Vit Nam khi th trng hng tiu dng y cn mi nn c nhiu t kinh doanh v tc tng trng ca Vit Nam cn thp nn kh nng tiu th cao. Hin nay th phn ca bt git Omo kh rng v c uy tn i vi ngi tiu

dng trn c nc nhng thi gian gn y trn th trng xut hin nhng thng hiu bt git khc nh: Tide, Viso, Surf, V Dn, Hoa Me do th phn ca bt git Omo. Bn cnh , nn hng nhi, hng gi nhn mc bt git Omo lm nh hng nghim trng n uy tn v li nhun ca cng ty. b.Th hiu: Gn vi nhu cu thng xuyn, bt git tr thnh mt hng thit yu v khng th thiu trong mi gia nh. Vi cng vic bn rn v c t thi gian v vy bt git OMO to ra nhng tm l thch git trng, git sch, ty vt bn nhanh a vo nhng sn phm mi p ng nhu cu, s thch , th hiu ca ngi tiu dng. Ti nc ta th phn ca bt git OMO chim kh cao v c ngi tiu dng tin tng v c cht lng v mu m sn phm. OMO kt hp 3 yu t: an ton cho da tay, git ty trng v hng thm ca bt git vo cng mt sn phm tung ra th trng thu ht c s yu thch sn phm. Bt git OMO l mt trong nhng mt hng git ty c cc b ni tr Vit Nam rt tin dng v a chung. ng thi nhm vo tm l ngi Vit lun cao lng nhn i, cc bc ph huynh mong con em mnh hc c nhng iu tt p nht nn nhng chng trnh nh: OMO o trng ngi sng tng lai, Triu tm lng vng, Tt lm iu phc sung tc c nmcng lm tng uy tn cho thng hiu bt git OMO. Mc d hai thng hiu OMO v Tide u d nh, ngn gn nhng nhiu b ni tr Vit Nam cho bit h la chn bt git OMO v nhn hiu OMO d nh trong khi th Tide li mang li cho h cm gic ngi ngng khi c tn nhn hiu bt git Tide. Hn na ngui tiu dng Vit Nam rt tin vo qung co. Cng ty Nielen cng b kt qu nghin cu th trng Vit Nam ng th 8 trong top 10 quc gia tin vo qung co nht v vy OMO c nhng chiu thc qung co rt hay thu ht c

nhiu ngui tiu dng ch n cht lng v mu m sn phm. Tm l chung ca khch hng rt thch cc hnh thc khuyn mi. nh vo tm l ny OMO c nhng chng trnh khuyn mi rt hp dn v c nhng hot ng gn kt vi cng ng khng nh thng hiu trn th trng, to c s tin tng ca khch hng. c. Kh nng p ng: OMO l mt thng hiu bt git ni ting khng ch th trng trong nc m cn l mt thng hiu bt git c uy tn trn th trng quc t. Hn na th phn ca thng hiu bt git OMO chim 60% th trng bt git trong nc, Tide-i th cnh tranh ln nht ca OMO chim 30% th phn, 10% cn li dnh cho cc thng hiu bt git khc v vy kh nng p ng ca bt git OMO rt ln cung cp nhu cu tiu dng ca ngi tiu dng. Hin nay trn th trng c rt nhiu thng hiu bt git khc nh: Tide, Hoa M, Surf, V Dn v th ngi tiu dng c nhiu s la chn hn v iu ny ang e do th phn ca bt git OMO do OMO lun tung ra nhng sn phm mi vi nhiu tnh nng p ng nhu cu, th hiu ca khch hang ng thi cng gi c th phn v chim lnh 10% th phn ca cc thng hiu bt git khc trn th trng. Ngy nay, khi cht lng cuc sng ngy cng c nng cao c nhiu gia nh s dng my git v vy OMO khng ch pht trin dng sn phm git tay m cn pht trin c dng sn phm git my vi nhng tnh nng git ty khc phc c mt s nhc im khi git qun o bng my git .

a. Khi nim sn phm OMO-sn phm bt git- l mt trong nhn hiu ni ting ca Unilever mang li nhiu danh ting cho tp on ny .Khng ch ni ting trong nc m trn quc t,sn phm ny ang l thng hiu bt git c a chung .Ngay sau khi i vo

th trng Vit Nam t nm 1995,sn phm OMO cng cc sn phm ni ting nh Susilk,Dove,Ponds c gii thiu rng ri vi c u th v cht lng v gi c ph hp vi ngi Vit,nn nhanh chng tr thnh mt hng c tiu dng nhiu nht ti Vit Nam,cng vi cng ty Unilever nhanh chng c li v thu c li nhun khng nh.Sn phm ny thc s n su vo trong suy ngh v c cn nhc u tin khi ngi Vit Nam mua hng tiu dng cho chm sc c nhn v gia nh.OMO c bit n trn rng khp phm vi c nc v cc chi nhnh.i l bn bun,bn l mc ln nhanh chng vi tc ng kinh ngc.Sn phm bt git OMO cng vi 1 s sn phm nh Sunsilk,Ponds. nhanh chng lm m rng th trng ca Unilever.Nu nh nm 1996 khi cng ty ch c khong hn 30.000 i l phn phi c bn bun ln bn l trn khp c nc th ch trong vng 5 nm con s ny tng gp 5 ln t ti 150.000 v i l,hnh thnh nn 1 mng li rng khp trn phm vi quc gia.Sn phm OMO thc s n vi tay ngi tiu dng trn c nc,t nhng ni xa xi ho lnh nht ngi ta cng bit ti OMO nh 1 sn phm git ty s 1 Vit Nam. b. c im.

L mt sn phm nh mnh vo tnh nng git ty, c thnh phn cht ty cao hn so vi cc lai bt git khc, c th nh bt hon ton ch dnh bn kh git nht trn qun o. Nhn hiu: Omo mang tn gi rt d nh, ngn gn, d thuc, d nm long. - Nhn hiu OMO vi tn gi d nh i vi ngi tiu dng. Cht lng cm th ca nhn hiu cng cao, cc n tng lin kt vi nhn hiu cng di do, mc nhn bit v nhn hiu cng rng rii th hng trung thnh vi nhn hiu cng c cng

c. Mt nhn hiu t c mt mc nhn bit nht nh, c c cht lng cm th khc bit, c cc n tng lin kt phong ph v qua duy tr v nng cao c hng trung thnh ca khch hng, s to c mt uy tn, danh ting (reputation), nht nh hoc ni mt cch khc l li th hnh nh (trademark goodwill) trn thng trng. - Ni v OMO l khch hng s bit ngay n loi bt git ni ting c cht lng, gi c hp l, thng dng v c lng nhiu khch hng trong c c nhng khch hng kh tnh. c.c im nhn dng: Bn cnh nhng mu sc truyn thng ca OMO l , trng, xanh dng m th cn xut hin thm hai mu khc l: Xanh l cy v cam ti ca biu tng splat - biu tng ca nhng vt bn chi m hc . Tt c c thit k theo phong cch mi l, hi ho, thn thin, gn gi v sng ng hn. Nhn hng OMO va tung ra th trng mu bao b. mi p dng cho tt c cc sn phm thuc dng thng dng cc loi trng lng.iu khc bit mu bao b mi ny l hnh nh th hin trn hai mt chnh ca bao b.. OMO l sn phm tiu dng nhanh v thit yu, nh mnh vo tnh nng git ty, c thnh phn cht ty cao hn so vi cc loi bt git khc - V sn phm mang tnh tm kim cao, nn cn ch trng n kiu dng, mu m Kiu dng phi bt mt, gy ch v c o, khc bit vi nhng sn phm cng

loi c sn trn th trng, khi sn phm ca ta c t trn cng 1 gi vi nhng nhn hiu khc trong siu th, th ngi mua s ch ngay n. - L sn phm i tr, nn gi ca sn phm khng qu cao so vi gi th trng, iu ny cho thy, trc khi lp chin lc gi nht l cho sn phm mi phi tham kho gi th trng v gi ca i th cnh tranh. - Mt ci tin mi ng ghi nhn, m c th lm hi l.ng cc b ni tr l: Khng cn phi ct bao b m c th d dng x bng tay s dng. V quan trng hn ht l s ci tin ca cht lng sn phm, c th nh bt hon ton ch dnh bn kh git nht trn qun o. Bao b: Bao b c coi l P th 5 sau Product, Price, Place v PrOmotion, Bao b nh mt ngi bn hng im lng, v th m mt iu phi cng nhn rng bao b ca sn phm Omo rt sc s, ni bt v rt bt mt. Mu sc truyn thng ca Omo l , trng, xanh dng m . Bao b ngy cng c ci tin nhm to s tin li, thm m cao nht cho ngi tiu dng ng thi bo qun sn phm tt nht qua thi gian v khng gian.
I.

Gi v cc yu t cu thnh sn phm : Gi l thnh phn khng km phn quan trng trong Marketing mix bao gm gi bn s, gi bn l, chit khu, gim gi, tn dng. Gi phi tng xng vi gi tr nhn c ca khch hng v c kh nng cnh tranh. Nhn bit 80% ngi tiu dng Vit Nam sng vng nng thn c thu nhp thp, Unilever Vit Nam ra mc tiu gim gi thnh sn xut nhm em li mc gi c hp l cho ngi tiu dng. Cng ty da vo cc doanh nghip nh a phng tm cc nguyn liu ti ch thay th mt s loi phi nhp khu; iu ny va gim c chi ph mua hng va ng thu nhp khu t hn. Ngoi ra, cng ty cng phn b vic sn xut, ng gi cho cc v tinh ti cc khu vc Bc, Trung , Nam gim chi ph

vn chuyn v kho bi. Unilever cng thc hin chnh sch h tr ti chnh gip cc doanh nghip a phng c th nng cp trang thit b sn xut, chuyn giao k thut, t chc cc chng trnh hun luyn sn xut. Thc t th Vit Nam sn phm ni ting th gii Omo do ngi Vit Nam sn xut. Omo nh ng nhu cu ngi tiu dng thi im : Ngi tiu dng cn mt loi bt git cht lng tt , c bit kh nng git ty rt tt, v gi va phi. Omo s dng chin lc gi thm nhp th trng . Trong khong 5 nm u, cng ty vn gi gi bn v cht lng khng thay i d gi cc loi sn phm khc cng loi tng do nh hng ca gi nguyn liu, gi xng du tng. Cc bin php ny gip Omo dn dn ginh ly th phn cao. Bt git Omo v Tide chim lnh th trng v cnh tranh gay gt . Kinh nghim ca Unilever trong mi trng cnh tranh vi i th truyn kip P&G: nu 2 i th cnh tranh c th phn gn ngang bng nhau, i th no tng th phn c th ginh s khc bit c v doanh s v chi ph v do a n li th cnh tranh mnh m. Khng c l do g b mt th phn. V vic mt th phn lun i km vi gim li th cnh tranh, gim li nhun, chi ph cao hn, v l mi e da mt lun th trng.V th, nm 2002, th trng chng kin cuc chin khc lit v gi gia OMO v Tide nhm mc ch nhanh chng chim lnh th trng. chin lc h gi c khi xng hi u thng 8/2002 gia P&G v Unilever. Cuc chin ny c m u khi P&G gim gi mt hng bt git Tide t 8000 xung 6000/gi400gr,Unilever phn cng ngay tc th bng cch gim gi bt git Omo t 7500 xung 5500/gi500gr. P&G tip tc khiu chin vi vic gim gi t 6000 xung cn 4500 sn phm tide loi 400gr.Unilever a ra chiu mi khi khuyn d cc i l: by 1 gi Omo s nhn c 1000, ng thi tng gi bng cch gim trng lng, gi Omo 500gr gi 5500 ch cn 400gr.Ti cc ca hng tp ho ,cc siu th nhn hiu Omo trn ngp th trng ,nhiu thp Omo cao hng chc mt trong

cc siu th ln.Gi ca bt git Tide ca P&G gim 30% so vi trc y cn gi Omo cng gim khong 26% v ngi hng li u tin l ngi tiu dng .Sau khong 6 thng so k, hai thng hiu ny bt tay nhau, ri c th m cng nhau tng gi n ngy hm nay. Tnh ra, t nm 2002 n nay, gi bt git Omo v Tide tng khong 10.000 ng/kg". Ngoi ra: Nguyn vt liu: Yu t quan trng nht m bo s thnh cng ca Unilever Vit Nam trong sut 15 nm qua l: Cng ty khng ch thnh cng nh mt Doanh Nghip c lp, m bm r su vo nn kinh t v cng ng trong nc, xy dng v pht trin thnh cng cc mi quan h hp tc, i tc cht ch vi cc Doanh Nghip nh v va trong nc, d l i tc, khch hng, nh cung cp, cc bn th ba hay cc nh phn phi. Unilever Vietnam ang duy tr quan h hp tc cht ch vi mng li gm 10 Doanh Nghip hp tc sn xut gia cng, hn 100 Doanh Nghip cung cp nguyn vt liu, bao b.. Unliever h tr v vn, cng ngh, kim sot cht lng, cc tiu chun an ton v mi trng cho nhiu hng sn xut v cc nh cung ng X nghip ho M phm Bicico - nh cung cp kem git cho Unilever, . c h tr v vn v cng ngh xy dng nh my sn xut cht ra dng lng nm 1997 v nh my k tip nm 1999. i vi 76 nh cung ng nguyn liu v 54 nh cung ng bao b. Unilever . xc nh cc tiu chun cht lng, thit lp u vo cng ngh v h tr ti chnh m bo s tng trng.

Vo nm 1999, NETCO l thnh vin ca VINACHEM (Tp on ha cht Vit Nam) bt u hp tc gia cng sn phm cht ty ra (Bt git, Nc ra chn, Nc lau sn nh) cho Unilever c 2 nh my: Bin H.a v H Ni. Vic hp tc ton din vi Unilever trn tt c cc lnh vc: K thut, sn xut, cng ngh, o to hun luyn sn xut cc sn phm git ra cho th trng ni a. Ngy 21/9/2010, tp on Ho cht Vit Nam (Vinachem) v Unilever . k. kt Tho thun ghi nh tht cht hn na mi quan h cung ng nguyn vt liu gia hai cng ty. Ni dung hp ng l s cung ng cho Unilever 100.000 tn/nm (trong : 65000 tn bt git, 35.000 tn cht ty ra lng). Mc tiu ca Tho thun ghi nh ny l nhm a Vinachem tr thnh nh cung cp chin lc v l mt phn ca chui cung ng ton cu ca Unilever, bn cnh mi quan h hp tc di hn sn xut gia cng ch bin hin c gia Unilever v cc cng ty con thuc tp on ho cht Vinachem, hin ang c hai bn thc hin thnh cng. Theo ni dung cn bn ca Tho thun ghi nh, Unilever s tr gip v cng hp tc vi Vinachem pht trin sn xut v cung ng cc nguyn liu chnh ngay ti Vit Nam, qua gim l thuc vo nhp khu ca Vit Nam, tng cng xut khu v ng thi gip ci thin gi thnh sn xut, nng cao nng lc cnh tranh ca cc bn. Ti Vit Nam, hin nay Unilever ang mua mt s nguyn liu chnh t Vinachem v cc cng ty thnh vin ca Vinachem. Tuy nhin mt s nguyn liu chnh khc nh LAB, Sodium Sulphate, Soda Ash Light, Sorbitol v Zeolite vn phi nhp khu, vi gi tr c tnh trn 100 triu USD/nm. V vy Vinachem v cc n v

thnh vin ca Vinachem s hp tc vi Unilever pht trin v sn xut nhng nguyn liu ny ti Vit nam v li ch ca c hai Bn. Hai bn s cng nhau pht trin k hoch sn xut cung ng trn c s gi cung ng cnh tranh v nhu cu s dng thc t trong tng lai. Bn cnh nhu cu mua cc nguyn liu thay th nhp khu, Unilever s tm kim c hi Vinachem xut khu cc nguyn liu chnh cho cc cng ty con khc thuc tp on Unilever, ban u tp trung vo LAB cc nc ASEAN, tip ti l Chu v cui cng l ton cu. Vic xut khu s ph thuc vo gi cung ng cnh tranh, nhu cu s dng thc t v cc yu cu v cht lng ca cc cng ty khc thuc tp on Unilever. Theo d kin, gi tr sn lung tiu th trong nc v xut khu ca d n hp tc ny s ln ti 200-250 triu USD/nm. Bn cnh , trn c s hp tc thnh cng i vi nhng nguyn liu ban u ny, cc bn s m rng hp tc i vi cc nguyn liu chnh khc nh Javel, Caustic Soda, Sodium Silicate v LAS khi c c hi. Bng vic Unilever Vit Nam c mt h thng cung ng nguyn vt liu n nh v ch ng. gip tit kim chi ph nhp khu, h gi thnh sn phm, t b nh hng khi th trng nguyn vt liu bin ng tng cng sc cnh tranh ca cc sn phm ca cng ty ti th trng Vit Nam. 2. Bao b Nu mt sn phm ring l th chng ta t ch n bao b. Nhng t sn phm trn mt quy hng bn l vi hng chc sn phm cng loi th chng khc no mt cuc thi hoa hu... Mi sn phm phi chng minh "nhan sc" ca m.nh qua bao b. Bao b l phn d

nhn thy nht ca sn phm mang kh nng kch thch ngi mua. Ngoi ra, Bao b c coi l P th 5 sau Product, Price, Place v Promotion, Bao b nh mt ngi bn hng im lng, v th m mt iu phi cng nhn rng bao b ca sn phm Omo rt sc s, ni bt v rt bt mt. Mu sc truyn thng ca OMO l , trng, xanh dng m. Nhn hng OMO tung ra th trng mu bao b. p dng cho tt c cc sn phm thuc dng thng dng cc loi trng lng. Tt c c thit k theo phong cch mi l, hi ha, thn thin, gn gi v sng ng hn. Ngoi ra, OMO cn cho ra mt loi bao b hp giy bo v mi trng so vi loi bao b nilon. Unilever khng ngn ngi chi ph u t vo bao b. D sau chin dch ny, h c th mt li th v gi bn, nhng b li, doanh thu tng mnh hn v ngi tiu dng nh n thng hiu nhiu hn. 3. a dng v khi lng: Hin nay OMO a dng mu m, trng lng : 100g,400g 800g, 3kg, 4.5kg Nhn hng OMO a dng v mt khi lng tc ng tch cc n vic s dng v gi thnh ca sn phm i vi ngi tiu dng. mi mc khi lng khc nhau th ngi tiu dng c th la chn mc gi ph hp vi thu nhp ca h. Mc khc, a dng v khi lng cng l mt h.nh kch thch ngi tiu dng. ng thi, h s d dng nhn ra rng, khi mua vi khi lng nhiu th trung bnh gi 1kg s r hn. V d: Omo nh bt vt bn:4.5kg=152000=> 1kg = 33777 1.5kg= 55000 => 1kg= 36666

Ta c: gi 1 sn phm OMO = chi ph nguyn vt liu + chi ph in bao b + chi ph bn hng + chi ph khc Ngi tiu dng mua vi khi lng ln th. DN tit kim chi ph in bao b.. Suy ra, ngi tiu dng c th mua 1kg bt git OMO vi gi r hn. 4. Chng loi: OMO lin tc a ra nhiu chng loi sn phm nhm hi lng i b phn khch hng. - OMO ty tng hng n nhng i tng tip xc nhiu cht bn. - OMO hng ngn hoa hng n ngi thch khng nh mnh v cc i tng mun tit kim phn nc xa vi. - OMO matic dng cho cc i tng khch hng s dng my git. - OMO dng nc git dnh cho cc khch hng c yu cu cao khng mun b dnh cn bt git. Vi vic lin tc ci tin v a dng ha sn phm OMO p ng c nhu cu phong ph ca khch hng.

H thng phn phi

Nm 1995, Unilever vo Vit Nam v quyt nh to ra mt h thng tip th v phn phi trn ton quc, bao qut hn l 100.000 a im. Unilever a khi nim tiu th bn l trc tuyn, s dng nhn vin bn hng n tng ca hng bn l theo tuyn, nhng nhn vin ny c nhim v cho cc n t hng mi, giao hng v cp tn dng cho cc n hng tip theo. Cc im bn l c cp t trng by hng nm s dng ti a khng gian cho ca hng ca h v tnh bt mt

ca sn phm. Ngoi ra, cng ty cn gip cc hng phn phi dn xp cc khon cho vay phng tin i li, o to qun l v t chc bn hng. Hin nay, khi nn kinh t Vit Nam c bc pht trin mnh m, nh du bng vc gia nhp WTO, to iu kin cho vic phn nhm th trng, cc cng ty tng dn cht lng phn phi. Cng ty Unilever Vit Nam bt u phn nhm th trung khng n thun l phn ra 7 khu vc bn hng nh ng Bc, Ty Bc, Bc Min Trung, Nam Min Trung, Min ng, TPHCM, v ng bng Sng Cu Long, m phn ra cp u tin. Unilever phn cc thnh ph ln vo 1 nhm, nhm knh phn phi truyn thng 2 (GT2) bao gm TPHCM v H Ni, nhm GT4 bao gm GT2 v Nng, Cn Th; nhm GT 8 gm GT4 v Hi Phng, Vinh, Nha Trang, Bin Ha. Do vy, ta cng thy r s pht trin mnh m ca cc knh phn phi, to iu kin cho cng ty bn c nhiu hng v thu li nhun ln Omo l hng ha tiu dng c nhn, do vy knh phn phi cng c s khc bit so vi cc mt hng khc. Th nht, l mt knh trc tip t ngi sn xut bn trc tip cho ngi tiu dng cui cng. Ngi tiu dng hin nay c lng tin nht nh vo s gii thiu ca cc nh sn xut thng qua cc phng tin thng tin i chng. Do vy, cc loi hnh thng tin i chng bao gm c pht thanh, truyn hnh, bo ch v internet cng tr nn ph bin hn, v c nh hng mnh n vic tiu dng ca dn chng. Chnh vy, cng ty a vo s dng lc lng bn hng tn nh, hay bn hng qua th, t hng qua th, bn qua Catalog Cc hnh thc ny cho php ngi tiu dng mua sn phm nh cc phng tin thng tin qung co m khng cn gp trc tip ngi bn. Th hai, thng qua cc knh gin tip bi cc trung gian nm gia ngi sn xut v ngi tiu dng . n xut => nh bn l => ngi tiu dng. Tng quan v th trng Vit Nam : vi nhng c im c th nh 75% trn 82 triu dn sng nng thn, th trng truyn thng bn l phc tp v chim a s vi hn 450.000 ca hiu, ca hng bn s vn cn thng lnh. Mt khc, da trn thi quen mua hng ca ngi tiu dng Vit Nam la chn knh phn phi nh

qua cc i l, h thng siu th, hay nh phn phicho ph hp. Ngi tiu dng Vit Nam c thi quen mua hng ngy, thay v ti siu th vo ngy cui tun mua hng dng cho c tun. Unilever bit tn dng nhng knh sn c nh h thng cc ch, cc nh bun s. Do xu hng tiu dng chung ngy nay ca ngi Vit l ngy cng tip cn gn hn vi cc knh phn phi hin i nh siu th ca hng t chn. Chnh v vy, cng ty Unilever Vit Nam tin hnh chin lc phn phi cc sn phm ca mnh thng qua cc knh bn l ny. C th, sn phm Omo c bn ti cc siu th bn l nh Big C, chui siu th Co.op mart, h thng MaximaxCc siu th ny phn phi trc tip sn phm n tay ngi tiu dng cui cng, bng cch cho ngi tiu dng t la chn mt hng, dng sn phm mnh a thch v ph hp. Knh phn phi ny tp trung hng n ngi tiu dng cui cng, tiu th vi s lng nh nhng thng xuyn. n xut => nh bn bun => nh bn l => ngi tiu dng. y c gi l knh 2cp. Vi knh phn phi ny, sn phm Omo c bn ti cc trung tm thng mi phn phi ln nh Metro Bnh Ph ti TPHCM hay ti cc h thng Metro khc trn 5 thnh ph ln ca Vit Nam . Ti y, sn phm bt git Omo ca Unilever c cung cp vi s lng ln cho cc nh bn l nh cc doanh nghip, cc khch hng mua bn chuyn nghip, nhng chi nhnh khc kinh doanh bn l cho ngi tiu dng ri mi a n tay ngi tiu dng cui cng. Vi knh phn phi ny, dng sn phm ca Omo ch yu hng n cc nh bn l vi s lng ln. n xut => i l => nh bn bun => nh bn l => ngi tiu dng. y cn c gi l knh 3 cp. Sn phm sau qu trnh sn xut c a n cc i l i din cho cng ty thc hin giao dch vi khch hng. H thng i l c quyn trong mt vng nht nh m cng ty nc ngoi p dng nh Unilever. Hin nay, cng ty Unilever Vit Nam c mt trung tm phn phi hng ha c xem l ln v hin i nht ti Vit Nam . Trung tm phn phi ny c t ti Bnh Dng vi trang thit b v cch b tr iu hnh ht sc khoa hc v hin

i. Hng ha sau khi sn xut ti nh my s tp kt v trung tm ny, tip c vn chuyn n cc i l Min Trung (t Nha Trang tr vo) v khu vc min Nam, min ty, ng thi y cng l im trung chuyn hng ha t TPHCM ra 2 trung tm phn phi ca Unilever ti H Ni v Nng. Nh vy, chin lc phn phi l m rng th trng, m rng cc i l, tng dn v s lng v cht lng cc knh phn phi. 2. Pht trin sn phm a. nh v trong th trng. nh v l mt trong nhng khu m Unilever lm tt nht. Vi Omo, khng mt ngi tiu dng no m li khng bit sn phm ny. Bng nhng chin lc nh v ca cng ty, Omo to ra nhng s khc bit i vi i th cnh tranh. Bt git Omo c nh v bng nhng slogan sau: - Omo_nh bt ngay vt bn kh - Omo_Chuyn gia git ty vt bn - Omo_Hc hi iu hay ngi g vt bn - Tt lm iu phc ca bt git Omo - Omo_ nh bt 99 vt bn kh git Chin lc nh v ny trt thnh cng v khi ngh n Omo ngi ta ngh ngay n c tnh trng sch. lm c iu ny, cng ty a ra rt nhiu chin lc nh: Omo o trng ngi sng tng lai, Omo mu qung co nu bt tnh nng git ty vt tri ca mnh. c trng nht l phng vn ngi tiu dng v nhng tri nghim ca h khi dng bt git Omo. nh mt s tra tn i vi ngi tiu dng trong thi gian di nhng li kh hiu qu. Kt qu l mi ngi u bit ti bt git Omo bit ti tnh nng ty trng ca Omo.

Ngoi ra Omo cn a ra th trng sn phm Omo comfort hng ngn hoa, mang n s phong ph cho dng sn phm, ngoi tnh ty trng cn kh nng lu gi hng thm. Ci hay khi nhc n sn phm Omo l ngi tiu dng lun ngh ngay n nhng ngha x hi t thin, nhng hot ng cng ng gn lin vi sn phm ny. V s xut hin ca Omo c v nhiu hn Tide. i n u cng d dng nhn thy hnh nh ca Omo. iu ny lm cho Omo tr thnh mt nhn hiu quen thuc, ph bin vi ngi tiu dng hn. b. nh v v tr v c im pht trin ca sn phm hin ti

Gn vi nhu cu thng xuyn, bt git tr thnh mt hng thit yu v khng th thiu trong mi gia nh. Vi cng vic bn rn v c t thi gian v vy bt git OMO to ra nhng tm l thch git trng, git sch, ty vt bn nhanh a vo nhng sn phm mi p ng nhu cu, s thch , th hiu ca ngi tiu dng. Ti nc ta th phn ca bt git OMO chim kh cao v c ngi tiu dng tin tng v c cht lng v mu m sn phm. OMO kt hp 3 yu t: an ton cho da tay, git ty trng v hng thm ca bt git vo cng mt sn phm tung ra th trng thu ht c s yu thch sn phm. Bt git OMO l mt trong nhng mt hng git ty c cc b ni tr Vit Nam rt tin dng v a chung. ng thi nhm vo tm l ngi Vit lun cao lng nhn i, cc bc ph huynh mong con em mnh hc c nhng iu tt p nht nn nhng chng trnh nh: OMO o trng ngi sng tng lai, Triu tm lng vng, Tt lm iu phc sung tc c nmcng lm tng uy tn cho thng hiu bt git OMO. Mc d hai thng hiu OMO v Tide u d nh, ngn gn nhng nhiu b ni tr Vit Nam cho bit h la chn bt git OMO v nhn hiu OMO d nh trong khi th Tide li mang li cho h cm gic ngi

ngng khi c tn nhn hiu bt git Tide. Hn na ngui tiu dng Vit Nam rt tin vo qung co. Cng ty Nielen cng b kt qu nghin cu th trng Vit Nam ng th 8 trong top 10 quc gia tin vo qung co nht v vy OMO c nhng chiu thc qung co rt hay thu ht c nhiu ngui tiu dng ch n cht lng v mu m sn phm. Tm l chung ca khch hng rt thch cc hnh thc khuyn mi. nh vo tm l ny OMO c nhng chng trnh khuyn mi rt hp dn v c nhng hot ng gn kt vi cng ng khng nh thng hiu trn th trng, to c s tin tng ca khch hng.

- Kh nng p ng OMO l mt thng hiu bt git ni ting khng ch th trng trong nc m cn l mt thng hiu bt git c uy tn trn th trng quc t. Hn na th phn ca thng hiu bt git OMO chim 60% th trng bt git trong nc, Tide-i th cnh tranh ln nht ca OMO chim 30% th phn, 10% cn li dnh cho cc thng hiu bt git khc v vy kh nng p ng ca bt git OMO rt ln cung cp nhu cu tiu dng ca ngi tiu dng. Hin nay trn th trng c rt nhiu thng hiu bt git khc nh: Tide, Hoa M, Surf, V Dn v th ngi tiu dng c nhiu s la chn hn v iu ny ang e do th phn ca bt git OMO do OMO lun tung ra nhng sn phm mi vi nhiu tnh nng p ng nhu cu, th hiu ca khch hang ng thi cng gi c th phn v chim lnh 10% th phn ca cc thng hiu bt git khc trn th trng. Ngy nay, khi cht lng cuc sng ngy cng c nng cao c nhiu gia nh s dng my git v vy OMO khng ch pht trin dng sn phm git tay m cn pht trin c dng sn phm git my vi nhng tnh nng git ty khc phc c mt s nhc im khi git qun o bng my git .

-Phn tch t khch hng Nghin cu thi ca ngi tiu dng i vi sn phm bt git OMO v cc nh sn xut khc nhau nghin cu uy tn ca cc thng hiu (s hiu bit ca ngi tiu dng v thng hiu, v nhng c im chnh ca sn phm), nhng lin kt gp phn to gi tr hoc lm gim gi tr ca thng hiu. Nu nh trc kia nc ta thi k bao cp, bt git vn cn l hng ha xa x him c, th hin nay khi hi nhp vi th gii- l thnh vin ca WTO-th vic mua bn bt git tr nn d dng v thun li hn. Bt git OMO c mt khp mi ni. Ngi tiu dng c th mua bt git ti cc siu th, i l, ca hng tp ha n nhng ca hng nm trong ph mt cch d dng. Unilever phi hp vi cc chng trnh qung co trn cc phng tin truyn thng (nht l TV, v Vit Nam TV vn l knh thng tin ch lc, c sc lan ta ln v nhanh), do dc nhiu ngi tiu dng bit n v s dng ngy cng nhiu. Ngi tiu dng ngy cng c nhiu s la chn khi mua sn phm OMO. V OMO c a dng chng loi: OMO ty trng, OMO hng ngn hoa, OMO ty ht 99% vt bn, OMO matic dng cho my git... khin ngi tiu dng hng th vi sn phm hn Ngoi ra, Unilever cn c tn trong danh sch cc sn phm t danh hiu Rng vng Vit Nam . y cng chnh l tem bo m i vi ngi tiu dng khin h an tm hn khi s dng bt git OMO. ng hnh vi cc hot ng m rng thng hiu Unilever cn u tranh mnh m vi t nn lm hng gi, hng nhi bng cch thnh lp Ban phng chng hng gi v bo v quyn s hu tr tu, tham gia vo Hi ch hng tiu dng v bo v ngi tiu dng Vit Nam...Nhn vin Unilever n tn ni khoanh vng sn xut

v nhp khu hng nhi, hng bun lu, ri kt hp vi c quan chc nng lng bt,trit ph tn hang . Mt khc, nhn vin ca Unilever cn t chc cc bui ni chuyn ti cc ch, cc khu dn c v hu qu tc hi ca vic sn xut, bun bn, tiu th, s dng hng nhi, hng gi, hng bun lu. Trong qu trnh sn xut mu m kiu dng sn phm, nhn mc, Unilever c gng to nhiu du hiu gip ngi tiu dng nhn bit hng tht, hng gi. Do vy hn ch c nn hng nhi, hng gi. Khng nhng em li c nhiu li nhun cho cng ty m cn c ngi tiu dng tin tng v chn la. Khng ch v li nhun Unilever bit quan tm khch hng. Mt mt, sn phm lun c i mi v ci tin lm sch qun o n mc ti u. Mt khc, OMO Matic kt hp vi cc hng sn xut my git hng u nh Sam Sung, Toshiba, Sanyo, LG, Electrolux, Daewoo trong chin dch gii thiu sn phm v chm sc khch hng lu di. V d s kt hp gia my git Electrolux v bt git OMO li n tng mnh trong tm tr ngi tiu dng. Khi ngh n Electrolux ngi tiu dng ngh ngay n OMO v ngc li. S kt hp gia OMO v Comfort chinh phc ngi tiu dng khi Unilever thng khuyn mi mua OMO tng Comfort. Nht l khi trong cuc cnh tranh vi bt git Tide v nc x vi Downy, OMO thnh cng. V khi P&G kt hp bt git Tide vi nc x vi Downy vo chung th v tnh h thp Downy ( dng bt git Tide c Downy th khng phi dng Downy na)

-Phn tch i th cnh tranh Gn vi nhu cu tiu dng thng xuyn mi ngy, bt git tr thnh mt hng thit yu v nh sn xut to ra nhng tro lu mi t tm l thch lm trng, ty vt bn nhanh, khng lm hi ra tay ca cc b ni tr. Nm c tm l cc nh sn xut bt git to ra nhng dng sn phm lm hi lng i a s

khch hng. Hin nay trn thi trng c kh nhiu loi bt git ca cc nh sn xut khc nhau, bi vy nn c s cnh tranh quyt lit ginh c th phn ca cc doanh nghip. Di y l bng so snh nhng c im ca nhn hiu bt git Omo so vi Tide, V dn: Sn phm Cht lng An ton cho da Omo Tt Bnh n t Hay ,nhiu ,hp dn Tide Tng i Bnh Tng i t Nhiu Nhiu Nhiu ,hp dn Tn gi gi Qung co Khuyn mi

thng gin,d nh

thng d nh,khng c nh gi cao.

V dn Bnh thng

Tng i

Gn gi vi ngi dn Vit

C th ni, trc mi e do t cc i th cnh tranh trong cuc ua dnh th phn, cc i gia m phm phi thay i ng k phong cch qung co v chin lc Marketing. V dng nh, cng l xu hng chung m nhiu doanh nghip cn nhn thy c nhng thay i kp thi trong cc chin lc kinh doanh tip th ca mnh.

K thut qung co v cc hnh thc lm tng ng k th phn ca cc nhn hiu bt git. Trc nm 1995, nhn hiu bt git khng l vn quan trng, ngi tiu dng ch yu mua sn phm ang sn c cc ch, tim tp ho. Cui nm 1995, khi Omo chnh thc ra mt v dn dp qung b thng hiu, nhn hiu Tide cng lao vo cnh tranh th cuc chin ginh th phn mi thc din ra.OMO qu quen thuc vi khn gi Vit Nam khi xem cc chng trnh trn truyn hnh c s ti tr ca cng ty nh: Chic nn k diu, nh ch nht..mt ip khc m ngi xem lun cm thy quen thuc khi xem chng trnh ny l .chng trnh do OMO,Clear.ng ti tr. Ngi tiu dng b cun vo cc li mi gi hp dn mi dng th sn phm min ph, tham d cc bui gii thiu cng ngh mi ca siu thHai nhn hiu bt git ny y li cc loi bt git khc v vng nng thn, chim knh phn phi siu th, ch, ca hng. Tide l mt i th nng k ca nhn hiu bt git OMO. Mt v d di y s minh ho cho vic chin u khng khoan nhng bo v thi phn ca 2 nhn hiu bt git ny. Nm 2002, th trng chng kin cuc chin mt mt mt cn gia hai nhn hiu bt git OMO v Tide. Tide l bn khi ng cuc chin vi vic gim gi bn 20% t 14.500 cho gi 1,5kg xung cn 11.000 . Ngay lp tc doanh s ca Tide tng vt. Khng chu ngi yn, OMO lp tc gim gi xung 20% t 7.500 cho 1/2kg xung cn 5.500. Tide ct tip 15% gi bn, ng thi thanh ton b gi cho ton b lng hng th trng nhp v t trc. Ln ny OMO cng khng chu ngi yn, h gim gi ln hai v y mnh vic kho cng sut sn xut ca i th bng cc hp ng gia cng bt git c quyn vi cc thp phun sy bt git trn ton quc. Khi gim gi n mc sn, nhm khng gng ni na h bn r nhau tng gi. Lc ny ngi tiu dng quen thuc vi thng hiu Omo nn d c tng gi i cht h vn sn sang mc hu bao ra tr, OMO bo v c th phn.

OMO v Tide l hai nhn hiu c ngi tiu dng nh gi l cht lng tt, mu m p, mi hng d chuv c phn phi rng khp nhng Omo vn chim c th phn ln. Mt trong nhng l do khin OMO chim th phn vt tri so vi bt git Tide chnh l v ngi tiu dng thch nhn hiu bt git ny. Hai nhn hiu ny du c tn gi ngn gn v d nh th nhng nhiu b ni tr Vit Nam cho bit h la chn OMO v nhn hiu ny d nh trong khi Tide lai mang n cm gic o trng sch h c Tide(thai). Thng hiu bt git Omo khng ch thnh cng nh qung co dy c trn truyn hnh m cn nh cc chng trnh khuyn mi, trin lm, ti tr hc sinh ngho hiu hc v c bit l xy dng qu khuyn hcnn c nh hng tch cc n thi ngi mua.Vi sn phm Omo.. Unilever VN tip tc thnh cng khi khng nh sc mnh git ty ca bt git nhn hiu OMO.Nu nh trn truyn hnh va pht qung co v 1 loi bt git c tn l OMO mi cha c lu th khong 1 thng sau li c thm qung co v 1 loi OMO c ci tin vi cng thc c o v Cht lng ngy cng tt hn,iu ny cng ngy cng kch thch ngi tiu dng dng th cc sn phm v tiu dng vi tc kinh ngc. Do vy, i th Proter & Gamble VN( P& G) phi chuyn hng cho mi thm lm th mnh cho sn phm bt git Tide. T Tide c ma xun n Tide hng nng mai, P& G hng ngi tiu dng n mt nhu cu mi: bt git thm. Tuy nhin Unilever mi thc s l k nhanh chn. Ln ny khng phi l OMO m l nhn hiu Viso (1 dng sn phm ca Lever) ngng ng Tide.

Hin nay trn th trng c nhiu loi bt git m ngi mua thng dng ngoi OMO, Tide cn c Surf, Viso, V dn Nhng khng th ni Surf v Viso l i th cnh tranh ca OMO v hai nhn hiu bt git ny u l ca Unilever. . Khi Omo cn nh v l trng sch th Viso c hiu nh mt loi

bt git r tin dnh cho ngi tiu dng bnh dn. Cn khi Omo tin n mt tm nh v cao hn nh by gi th ta d dng nhn thy Viso cng c nng cp vi dng sn phm Viso trng sng, c tnh c nh v l trng sng nhm cn vo th phn ca Tide. Bn cnh vn tip tc duy tr dng sn phm cp thp Viso chanh. Trong khi i th Tide ca h t ra kh thn trng v bo th (m hnh nh y l c tnh ca P&G th phi) trc chin lc marketing linh hot ca hai nhn hng kia. Bng chng l h vn ung dung rung i thng thc TVC theo m tp c rch ngc nhin cha?. Trn th trng hin nay Tide vn l i th cnh tranh trc tip v c sc nh hng ln i vi OMO. Cn nhn hiu bt git khc cng l i th nhng khng ng lo ngi i vi mt nhn hiu mnh nh OMO hin nay. Tuy nhin, c mt vi u im ca nhn hiu bt git V dn m OMO phi quan tm l: Bt git V dn p dng kh thnh cng cc c tnh v k thut nn c chuyn ti thng qua nhng g n gin v d hiu th trng mc tiu ca h. Chim lnh th phn ti nng thn, bt git V dn vi gi r, bao b sn phm vit y tt c cc thng tin v c tnh ca sn phm, xc nhn thng qua cc chng nhn ca bn th ba theo mt s chuyn gia th thng tin nh vy qu dy v khng d tip thu. Tuy nhin i tng l ngi dn sng vng nng thn Vit Nam , h khng mun mua sn phm gi cao nh OMO hoc Tide, th vic a sn phm mi vo, h cn bit sn phm tt hay xu. Vic ghi thng tin dy c v chi tit trn bao b a n thnh cng cho V dn.

Phn tch cc bin php pht trin sn phm thc hin

Nhng ngy u tin xm nhp th trng Vit Nam, Omo m u bng nhng mu qung co nu bt tnh nng git ty vt tri ca mnh. TVC c trng nht l phng vn ngi tiu dng v nhng tri nghim ca h khi dng bt git Omo. Hnh nh Unilever rt kt m tp ny nn tra tn khn gi trong mt thi gian di lm h n ti tn c nhng k ra cng kh hiu nghim. Hu ht ngi tiu dng u nh nm lng nhn hiu Omo. Khi nhn hiu Tide ca k phng ch th P&G chnh thc bc vo th trng th cuc ua ginh v tr trong tm tr ngi tiu dng bt u n hi.gay cn. Kt hp vi qung b trn truyn hnh, bo chhai ng bt git cng bc vo mn cnh tranh. Nm 2002, th trng chng kin cuc chin khc lit v gi gia OMO v Tide nhm mc ch nhanh chng chim lnh th trng. Khi gi gim n mc sn, nhm khng gng ni na h bn r nhau tng gi. Lc ny ngi tiu dng quen thuc vi thng hiu Omo nn d c tng gi i cht h vn sn sng mc hu bao ra tr, Omo bo v c th phn. Omo lc ny t nh v mnh l trng sch vi slogan: Omo chuyn gia git ty vt bn. Chin lc nh v ny trt thnh cng v khi ngh n Omo. ngi ta ngh ngay n c tnh trng sch. Ngoi chin lc qung co di bom trn truyn hnh, bo ch, Omo cn kt hp vi hng lot hot ng marketing khc qung b thng hiu. Nm 2002 nh du s ra i ca mt chng trnh PR thnh cng ca Omo, c dn trong ngh nh gi cao l chng trnh Omo o trng ngi sng tng lai. Chng trnh c x ny vn c duy tr tn by gi v n vn tip tc em li hiu qu marketing ln.

T cui nm 2005 chng ta c chng kin mt bc chuyn mnh mi ca Omo vi chin lc marketing hng v cng ng. OMO thc s nh v trn mt tm cao mi. B Nguyn Th Mai, brand manager ca Omo cho chng ta bit: Omo c nh v da trn vic khai thc s tri nghim v pht trin ca tr em. Tt c mi hot ng ca Omo u hng n mc tiu nh v ny. Tht vy, Omo qua thi qung b thng hiu vi tnh nng ca sn phm, h to c brand awareness tc s nhn bit thng hiu i vi khch hng. V y l lc h bc vo thi k cao cp hn: cng c thng hiu v xy dng tnh cm ca khch hng i vi thng hiu. Hng lot chng trnh ra i u hng n mc tiu nht qun ny: t chc cc chng trnh hng v cng ng nh ngy hi nhng chic ti ti nng, OMO o trng ngi sng tng lai, ngy hi Triu tm lng vng, Tt lm iu phc sung tc c nm, khuyn mi Vn tim vng cho triu tm lng vng, chng trnh sn trng hc ti 6 tnh vng su vng xa, h tr 3000 sinh vin v qu n tt Cc chng trnh thc s mang li li ch thit thc cho x hi v Omo nhanh chng ghi im trong mt vi khch hng. Chng ta c th thy thp th bng dng ca PR trong tt c cc hot ng gn y ca Omo. C th thy PR thng m u bng vic to xu hng d lun . in hnh l chng trnh Hc hi iu hay, ngi g vt bn. Cc chng trnh ny c c thnh cng tt p nh vy khng th khng k n vai tr quan trng ca hot ng PR. Khng ch c mt b phn PR ca Unilever m ng sau l mt lc lng hng hu cc cng ty PR sn sng tip ng. Mi chng trnh ra i l mt ln thu ht s quan tm ca mi ngi. Vi tng l mi ngi ngy nay do s d nn s khng cho con ci h cho nhng tr nng ng hc hi v pht trin, Omo gi i thng ip: Hc hi

iu hay, ngi g vt bn, khi dy thc trong cc ng b b m v vic cho con ci mnh t do nghch d hc hi. H tm cch lm cho ngi dn quan tm n vn ny v cng em ra bn lun trn bo (thc cht vn c a ra mc kin c gi li l nhng bi vit ca dn PR di nhng tn ngi gi khc nhau). Khi d lun nng ln vi ti : S cho con ci lm g trong ma h nyvui chi hay hc th Omo tung ra event Ngy hi nhng chic ti ti nng ti cng vin L Vn Tm. Th l chng trnh thnh cng tt p do h bit cch to xu hng bnh lun ca ngi dn truyn i thng ip bn khng cn s con ci nghch d v c Omo ty bay mi vt bn ri .Tip l nhng chng trnh phng vn trc tuyn vi cc chuyn gia, cc bi vit v ti nui dng lng nhn i, cm thng chia s tr nhnhng m ngi trong ngh c vo th nh hi c ngay l c mi PR ri. Mc tiu ca vic to d lun ny l h tr cho chng trnh OMO o trng- ngi sng tng lai ang c pht ng rm r cng thi im. Sau mi s kin c Omo t chc u c gii truyn thng n nc r nhau a tin chng t quan h truyn thng ca Unilever v cng hiu qu. Xc tin l mt lot hn hp cc hot ng : Qung co, khuyn mi, quan h cng chng, bn hng trc tip v marketing trc tip. Thng thng th doanh nghip chim lnh c th phn cao th khng cn tn nhiu chi ph cho cc hot ng xc tin nhng vn bn c hng. Tuy nhin, Unilever l cng ty hng tiu dung mt mt hng gn gi v cn thit hng ngy i vi ngi tiu dng. Khi cn mt sn phm h khng ch qu lu tm hiu hoc tm n vi sn phm a thch. H cn s tin li rt nhiu v v th nu xem nh cc hot ng xc tin th khch hng s b qun nhn hiu . Bn cnh l s cnh tranh ln ca cc i th c bit l k phng ch th P&G lun c nhng sn phm ngang tm vi Unilever, ch hn nhau l s qung b sn phm. Khi mi xm nhp vo th trng

Vit Nam, nhn hng Omo ca Unilever kt hp tt c cc hot ng xc tin c bit l qung co v bn hng trc tip.Nhn hiu Omo nm lng trong ngi tiu dng Vit Nam. Omo m u bng nhng mu qung co nu bt tnh nng git ty vt tri ca mnh. c trng nht l phng vn ngi tiu dng v nhng tri nghim ca h khi dng bt git Omo. Ngoi ra th cng ty t chc cc hot ng bn hng c nhn, vi vic l tuyn i ng nhn vin c kh nng tip th bn hng n cc h gia nh bn v gii thiu sn phm, gii p cc thc mc mt cch trc tip v tip nhn nhng phn nh ca ngi tiu dng v sn phm,ch trng n i tng l cc b ni tr. n nhng ni cng cng pht min ph cc gi bt git Omo loi nh khch hng dng th. c bit l cng ty cn a ngi v cc a phng, cc vng nng thn l nhng ni t c iu kin tip xc vi qung co bn hng trc tip, v hng dn, cung cp thng tin cho khch hng. Hin nay th hnh thc bn hng trc tip khng cn ch trng nh trc, do sn phm Omo qu quen thuc vi ngi tiu dng. Nhng hng nm Omo vn tip tc pht cc gi nh min ph cho ngi tiu dng m rng thm khch hng. Omo cng s dng nhng hot ng marketing trc tip: qua knh trc tuyn thu nhn kin khch hng, cc trung tm chm sc khch hng t vn cung cp thm thng tin v cc chng trnh khuyn mi.Cc hot ng khuyn mi ca Omo nh: bc thm trng thng, co trng thng vng, gim gicng mang li hiu qu cao. Bng chng cho s thnh cng ca nhng hnh ng l 90% cc h gia nh tng s dng bt git Omo t nht mt ln. Nu hi mt ngi ni tr Vit nam bt k no d c s dng Omo hay khng u bit n tn nhn hiu Omo.Nhng c l iu c bit hn c l Omo lun ng hnh v nm bt tm l khch hng mc tiu. V th cc hot ng hng ti cng ng ca Omo c hng ng rt ln ca ngi tiu dng ni chung v cc b ni tr ni ring. Nh ngy hi nhng chic ti ti nng, Omo o trng ngi sng tng lai, ngy hi triu tm lng vng, tt lm iu

phc sung tc c nm, khuyn mi vn tim vng cho triu tm lng vng , chng trnh sn trng hc ti 6 tnh vng xa, h tr 3000 sinh vin v qu n tt.. Omo o trng ngi sng tng lai l mt hot ng thng nin c t chc t nm 2001 qu thc lm mt cuc chinh phc ngon mc vi khch hng, khi mang nhng t o trng n vi cc hc sinh ngho. Chng trnh vn tip tc v y ngha, c bit l nhng b ni tr nhng ngi m, ngi b. Omo qua thi qung b thng hiu vi tnh nng ty sch ca sn phm, h to c s nhn bit thng hiu i vi khch hng. V y l lc h bc vo thi k cao cp hn: cng c thng hiu v xy dng tnh cm ca ngi tiu dng i vi thng hiu. V th Omo khng ngng t chc v thc hin cc chng trnh hot ng n vi khch hng. Chng trnh hc hi iu hay, ngi g vt bn vi mc tiu l to d lun h tr chng trnh Omo o trng ngi sng tng lai.V t chc chng trnh ngy hi nhng chic ti ti nng ti cng vin L Vn Tm to ra im nhn, theo l cc chng trnh phng vn cc chuyn gia, cc bi bn lun ca c gi to ra d lun c li i th cnh tranh khc lit ca Unilever l P&G. Ti Vit Nam, h cng c nhng sn phm trc tip i u vi nhau trong c tide v Omo.Do P&G cha lm mnh cc khu qung co nn sn phm ca h c v lp v hn so vi Unilever. Chng t mt iu Unilever lm tt cc hot ng xc tin, a nhn hiu sn phm n vi ngi tiu dung v Omo nhanh chng c xp hng l thng hiu ni ting nht trong ngnh ha m phm.

Ma trn SWOT

Opportunities O 1. 1.Dn s ng, c cu tr. 2. 2.Tc tng trng ngnh cao. 3. 3.u tin thu ht vn u t nc ngoi. 4. 4.Nn chnh tr n nh. 5. 5.Trnh dn tr cao. 6. 6.Gi nguyn vt liu v chi ph nhn cng trn th trng Vit Nam r

Threats- T 1.S cnh tranh gay gt ca cc i th. 2.Sn phm thay th. 3.Tc tng trng kinh t c du hiu suy gim. 4.Khch hng ngy cng kh tnh. 5.Kh nng cnh tranh v gi b e da ngy cng gay gt.

Strengths - S 1. 1.C ti chnh mnh 2. 2.Thng hiu niting. 3. 3.Cng ngh hin i. 4. 4.R & D pht trin. 5. 5.i ng nhn vin mnh, c cht lng cao. 6. 6.H thng marketing mnh

S1,2,4,5,6+O1,2,4: Chin lc thm nhp th trng (Bn cc sn phm hin ti ca cng ty nhiu hn trn th trng Vit nam thng qua cc hot ng marketing). S1,3,4,5,6+O2,5,6: chin lc pht trin sn phm.

S1,4,5+T1,2: Chin lc kt hp v pha trc.( lp chi nhnh, m rng mng li phn phi sn phm). S1,2,3,4,5,6+T2,4,1: Pht trin sn phm. S1,,4,5+T5: Chin lc kt hp v pha sau ( u t vn vo cc cng ty cung ng nguyn liu).

Weaknesses - W 1. 1.Knh phn phi cha pht trin mnh nng thn. 2. 2.Gi ca OMO trung bnh cao hn cc sn phm cng loi 3. C cu t chc chu s chi phi ca cng ty m.

W1+O1,2,4,6,: Chin lc kt hp v pha trc. W2+O2,3,4,6: Chin lc kt hp v pha sau.

W1+T1,5:Thm nhp th trng. W1,2+T5,4,3,1: Chin lc cnh tranh v gi( ti thiu ha cc chi ph nhng vn gi vng cht lng sn phm c th cnh tranh phn khc th trng ngi tiu dng c thu nhp thp nng thn).

Bng Cu Hi : Xin cho chng ti ang thc hin mt cuc nghin cu v hnh vi ca khch hng i vi sn phm bt git. Knh mong anh ( ch ) b cht thi gian tr li gip nhng cu hi sau bng cch nh du (x) vo nhng di y. H tn: ...................................................... Gii tnh: Nam N a ch:...................................................... S in thoi:............................................. I/ Thng tin v sn phm v kin ca khch hng Cu 1a: Anh (ch) tng s dng loi bt git omo cha? s dng. Cha s dng. Cu 1b: Hin ti anh (ch)ang s dng loi bt git no sau y? Daso OMO Bt git khc Nu anh (ch) hin ang s dng bt git omo th tr li tip cu 2a,3a,4a,5a. Cu 2a, anh ch c s dng bt git omo thng xuyn khng? ng xuyn s dng. Cu 3a : Anh ch chn bt git omo v l do g? khc. t l nh thong s dng ng xuyn Hoa m Surf Tide V Dn

Cu 4a : Trong qu trnh s dng anh (ch) c thy bt git omo c nhng khuyt im no khng ? C . .... Cu 5a : Anh ch c d nh tip tc s dng bt git omo ny tip khng ?

A, TIp tc s dng B, Khng bit Cu 2b: Anh (ch) bit n bt git.. (1b) thng qua knh thng tin no? Sch bo Qua ngi tiu dng Qung co Qua Internet Qua bn b, ngi thn Cu 3b: Anh (ch) thng mua bt git... (1b) u? Ch Ca hng tp ho Siu th Cc ni khc Cu 4b. Anh (ch) ang dng dng bt git... (1b) no? t my Git tay Cu 5b. L do anh (ch) chn bt git(1b) : t quan tm Rt quan tm L do 1. 2. 3. 4. 5. Cht lng: Gi c:.. Mu m bao b: an ton cho da:... Thng hiu:... L do khc:.. Cu6: Trng lng anh (ch) chn khi mua bt git(1b): Di 500g 2kg- 3kg 500g- 1kg Trn 3kg 1kg- 2kg Cu 7: Anh (ch) thch hnh thc khuyn mi no ca bt git? Tng khi lng Tng km sn phm khc Gim gi Rt thm trng thng Co trng thng Hnh thc khc

Cu 8: Anh (ch) hy nh gi nhng yu t lin quan n bt git (1b): Gi c ph hp Mu m sn phm p Mi hng d chu An ton cho da tay Git sch vt bn Qung co hay Yu t khc Cu 9: Vi mc thu nhp hin ti, anh (ch) thy mc gi ca bt git (1b) nh th no? Qu r t R Qu t Bnh thng Cu 10: Anh (ch) xin vui lng c kin ng gp cho bt git(1b)( u imnhc im) II/ Thng tin c nhn khch hng Cu 11: Anh (ch) cho bit ngh nghip hin ti ca mnh: HSSV Cng nhn Cng chc nh nc Gio vin Bun bn kinh doanh Ngh nghip khc Cu 12: Anh (ch) cho bit mnh thuc nhm tui no?: Di 18 tui 33-40 tui -24 tui i 25-32 tui Cu 13: Thu nhp hng thng ca anh (ch) hin nay thuc nhm no sau y: Di 1 triu T 2-3 triu T 1- 2 triu u

Chng 3:nh gi chung v kin ngh nh gi chung:

- Cuc iu tra cho thy phn ln ngi tiu dng v ang dng bt git OMO. Khch hng dnh nhiu u i khi c hi v lai bt git ny. Hu ht mi ngi u cho rng OMO c nhng c im vt tri hn hn so vi cc loi bt git khc trn th trng hin nay. OMO c cht lng tt, cng dng ty sch vt bn cao, mi hng d chu, an ton cho da tay Khng nhng th hnh nh bt git OMO tr nn qu quen thuc vi ngi tiu dng bi n c nhng chng trnh qung co, khuyn mi rm r. y l mt trong nhng chiu thc c hiu qu nht a sn phm n gn vi ngi tiu dng hn. lm c iu ny cht lng sn phm cng quyt nh mt phn. Cht lng sn phm c tt th mi ngi sau khi dng th mi gii thiu cho bn b, ngi thn. Vy l sn phm ca OMO li mt ln na c qung co c hiu qu hn. Cn mt kha cnh na m khch hng cng rt quan tm l knh phn phi. Khch hng s cm thy hi lng, thoi mi khi mua c sn phm ca mnh bt c ni u. OMO cng lm c iu ny. bt c ni u: ch, siu th, ca hg tp ho, bn u c th chn mua sn phm ca cng ty. OMO l hng bt git lun i u v cng ngh v qung co. - Bn cnh nhng u im k trn OMO cng cn mt s tn ti cn khc phc. Vi mc thu nhp hin nay, c mt s khch hng cn phn nh rng gi c ca OMO cn hi cao, cha ph hp vi ngi dn. y cng l mt trong nhng tr ngi ng k khin OMO kh chim c thin cm ca ngi tiu dng. Theo mt phn nh khch hng th bt git OMO vn cn gy hi cho da tay. Sau khi git xong, da tay b kh rt. Theo h c l cht git ty ca OMO qu cao nh hng khng tt n da tay. Hin nay trn th trng, OMO chim c mt v

tr kh tt. Song vi s pht trin ca nn kinh t, ca cc hot ng thng mi, OMO ngy cng gp phi nhiu i th cnh tranh ln mnh: TIDE, SURF iu ny i hi OMO cn ch trng hn na v cc chng trnh khuyn mi v qung co. Mt s khch hng cho rng OMO cha ci tin nhiu v cc hnh thc qung co v cc chng trnh khuyn mi cn t. Chng ta u bit rng ngi tiu dng mun mua mt loi sn phm iu u tin m h quan tm, tm hiu chnh l mu m, bao b ca sn phm. H cha bit cht lng ra sao nhng nu mu m p, thu ht th h s c cm tnh. Nhng vi OMO vic thay i mu m, kiu dng bao b cn hn ch. Thc s OMO cha to c s khc bit r rt vi cc sn phm bt git khc.

Bn cnh nhng thng li t c, dng nh Omo cng c mt vi bc i hi b ht chn. Tiu biu l event gn y nht ca dng Omo ty an ton vi vic git sch chic o ngn tay khng l trn sn vn ng Qun khu 7. y l mt chng trnh honh trng rt tt km nhng li c d lun nh gi khng cao my. u cng l bi hc cho Unilever v cho c chng ta, l phi cn nhc tht k yu t vn ho khi t chc mt hot ng marketing, hy ngh theo np ngh ca ngi Vit. - Ngi Vit theo truyn thng ca ngi ng a s khng thch nhng g git gn phi thc t nn vic may chic o l mt s xa x khng cn thit. Rt may Unilever cha chy kp thi bng vic ct chic o ra lm nhiu mnh may o tng tr em ngho nn t cu mnh mt bn thua trng thy. C l chng trnh ny c t chc mt nc phng Ty no th s rt thnh cng nhng Vit Nam khi vn cn tn ti cch nhn nhn, nh gi kh cht ch v bo th trong d lun th r rng vic t chc event ny l mt iu cha hon

ton ph hp.Nhn chung qung ng nh v theo hng mi ca Omo vn cha di song nhng g h lm c ng coi l thnh cng. Thnh cng trong vic m cho mnh mt li i ring trn th trng Vit Nam , thnh cng trong vic nng cao gi tr thng hiu ca mt sn phm thuc hng tiu dng thit yu. Sau ny rt c th nhng i th cnh tranh s theo bc chn nh v ca h, song Omo c li th l ngi tin phong trn th trng, m ci g u tin thng li n tng lu phai trong tm tr khch hng(ngun internet)

Kin ngh: Qua nghin cu v sn phm OMO trn th trng Vit Nam,c th thy rng mt thng hiu mun gi chn khch hng v c nhiu khch hng mi th cn khng ngng nng cao sn phm ca mnh.Unilever v ang lm c vic trn th trng Vit Nam,nhng khng phi v th m Unilever c th ung dung nhn vo kt qu m mnh t c,m cn phi a ra cho mnh nhng gii php c th nng cao v th v gi vng v th ca mnh trn th trng.Theo em Unilever cn lm tt hn na nhng vic c th sau: + V cht lng sn phm OMO:OMO l sn phm tin phong trong lnh vc bt git dnh cho my git,v vy v cht lng,OMO cn khng ngng nng cao cng ngh sn xut ca mnh v cht lng ty trng v mi hng . sn phm lun c ci tin ph hp vi th hiu ngi tiu dng. + V cc Chng trnh khuyn mi,ti tr:Unilever lm rt tt cng tc ti tr cho cc chng trnh:hc bng,ng h cho ngi ngho.v c nh gi rt cao.Unilever nn tip tc pht huy v nng cao v tr ca mnh trong cc hot ng

x hi.Tuy nhin v mt khuyn mi,Unilever cha thc s quan tm n vn ny,in hnh OMO khuyn mi rt t .V vy trong thi gian ti,Unilever cn c thm nhiu chnh sch khuyn mi khng ch cho ring sn phm OMO, to cho ngi tiu dng c nhng nhn nhn mi m hn v sn phm. + V gi c:Theo nhiu ngi tiu dng cc cng nng thn thu nhp t th sn phm OMO gi qu cao,v vy vic tiu dng sn phm ny 1 cch rng ri trn ton quc th tht l khoc nu nh Unilever khng c 1 chnh sch mi m v gi cho dng sn phm c a chung ca mnh. + V Qung co:C th ni qung co ca OMO rt a dng,phong ph v cch thc.Song lm c tt hn,Unilever cn nghin cu qung co ph hp hn vi phong cch ngi ng:tit kim,mang tnh dn tc,ngn gn,d hiu ,d nh,. + V bao b sn phm:Unilever cn to cho mnh 1 nhn hiu m phn bit r rng c vi cc sn phm khc, ngi dan c th yn tm khi mua hng m khng b mua phi hng gi.

KT LUN

Vic nghin cu hnh vi khch hng l mt vic lm cn thit. N gip cho cng ty hiu r hn v tr sn phm ca mnh trn th trng cng nh hiu r hn v tm l khch hng. Kt qu ca cuc iu tra chnh l mt cn c gip cng ty a ra nhng quyt nh hin ti cng nh trong tng lai. Qua iu tra kho st thc t chng ta bit c khch hng nh gi v cht lng sn phm ca mnh ra sao, gi c th no, cc hnh thc khuyn mi, qung co c hp dn khng, h thng phn phi c p ng c nhu cu ca ngi tiu dng hay khng. T

chng ta c th so snh sn phm ca cng ty vi i th cnh tranh trn tt c cc phng din . V c hiu c i th cnh tranh chng ta mi c th a ra c cc gii php cho hp l. - Nhn chung bt git OMO t c nhng kt qu ng t ho trong qu trnh xy dng thng hiu. Sn phm OMO c khch hng nh gi cao hn hn i th cnh tranh tt c cc mt. Nhng h vn cn mt s tn ti cha lm hi lng ngi tiu dng.Qua cc cuc iu tra nghin cu v th trng cng ty s tm ra nhng gii php ti u p ng nhu cu v th hiu ngy cng cao ca khch hng. Hy vng trong thi gian ti,OMO s c nhng bc i mi m hn na khng nh l loi sn phm bt git c a chung nht trn th trng Vit Nam .

Ti liu tham kho: 1) Gio trnh marketing trng i hc Kinh T K Thut Cng Nghip 2) http:///. www.unilever.com 3) http:///. www.omo.com 4) http:///. www.logo.net