Kao l mt tp on ha m phm ti Chu . Nm 2007, doanh thu ca Kao trn ton cu ln n 1,3 t yn.

Kao c mt ti hu ht cc nc Chu , bao ph ca Kao n c Bc M v Chu u. Sn phm ca Kao cnh tranh kh sng phng vi hai i gia m phm l P&G v Unilever. Ti Vit Nam, tuy thnh cng vi cc nhn hiu m phm Biore, Laurier nhng Kao li tht bi vi Feather. Nguyn nhn v sao?

Nm 2004, Feather c tung vo th trng. Cc nh qun tr ca Kao tin rng h s thnh cng. Tuy nhin, nu xt v nh v v nhng chin lc m Kao p dng cho thng hiu ny, c th thy c nhng nguy c tim n ngay t u.

Theo ng Nguyn Nam Trung - Ch tch cng ty Stormeye: Mt thng hiu khi mun xm nhp vo th trng phi cho khch hng l do dng th. Sau h mi quyt nh mua hay khng, l do chn sn phm bt ngun t hai im: L tnh l cc li ch, c im sn phm v cm tnh l cc hnh nh v tnh cch thng hiu.

Nu l do l tnh ca sn phm khng mnh, l do cm tnh phi ni tri v ngc li. Trng hp ca Feather, c hai iu ny u khng ni tri so vi cc i th l cc ng ln Sunsilk, Pantece, Clear

Theo ng Phm Hong Long - chuyn gia marketing: Trong khi Sunsilk c nh v l giu gi u tr gu, Dove l sn phm dng m dnh cho tc h tn, Enchanteur c

nhc n vi mi hng quyn r Feather du gi chc nng vi cng dng gip tc bng mt. Trn th trng c qu nhiu loi du gi cng nh v nh th. Do , Feather tr nn m nht.

L do cm tnh khng c Feather khai thc tt, vi l do l tnh cng khng c g c bit. Thng ip m Feather gi n khch hng l: Nguyn liu c chit xut t nha am v hoa u bic.

Tuy nhin, vi ngi tiu dng Vit Nam bao nhiu ngi bit n hoa u bic? y cng khng phi l loi hoa quen thuc. Nha am gip tc bng mt v khe cng khng ng tin cy.

Trong khi , Sunsilk gn b vi b kt thc s khin khch hng Vit Nam d chp nhn v tin tng hn. Pantene trng ra bng chng c bao nhiu ngi ph n tin dng sn phm ca h. Xem ra, nhng l do thuyt phc hn rt nhiu.

Chin dch truyn thng v gi u khng ph hp Khi xy dng thng hiu, ch tm n cht lng sn phm, hnh nh thng hiu, chin dch truyn thng ng vai tr quang trng khng km.

bo v th phn, cc nhn hng du gi tung ra tt nhiu chin dch truyn thng. Trong cuc cnh tranh , tim lc ti chnh ca thng hiu no ln hn, kh nng thng cuc s nghing v bn . mt trn ny, ngi tiu dng khng thy s ni tri ca Feather. ng Phm Hong Long phn tch: Cc chng trnh truyn thng ca Feather hu nh ch gip ngi tiu dng lin tng n cc nhn hiu khc ch khng nh n mnh. Khi l do cm tnh v l tnh khng mnh so vi i th, iu cui cng thng hiu c th cnh tranh chnh l gi - ng Nguyn Nam Trung ni.

Tuy nhin, Feather li khng ch n iu ny. Khng c l do mnh thuyt phc

ngi tiu dng s dng sn phm, khng c li th tin phong nhng gi c ca Feather li ngang nga so vi hai thng hiu Sunsilk v Fantene c th trng chp nhn. iu ny khin khch hng kh la chn sn phm.

Theo ng Long, Feather khng mnh dn xc nh li gi bn c th t li nhun tt hn mc d cng c ngun ti chnh ti nh v sn phm.

Thiu t v nh v gi cungxlamf cho nim tin ca khch hng st gim. Du gi Feather khng nh c vo tm l tin no ca ny i a s ngi Vit.

Khc bit, yu t quyt nh thnh cng Cng cn nh rng Feather l thng hiu c Kao pahts trin cc th trng khc. iu ny c ngha, vic tht bi ca Feather Vit Nam mt phn do cha thu hiu vn ha, tm l, nhu cu khch hng ti th trng ny. Tt nhin, vi tim lc ti chnh ca mnh, Kao d dng c c nhng bn bo co chi tit v bi bn t nhng cng ty nghin cu th trng. Vy ti sao h tht bi? Cu tr li nm ch: H cha to ra s khc bit. S khc bit ny phi xuyn sut t nh v sn phm, xc nh khch hng mc tiu, truyn thng knh phn phi, gi c Phi lm th no nguwif tiu dng nh n Feather l mt sn phm c bit, c v cht lng ln hnh nh thng hiu