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  • 3 (BIC 2015) NONAXI - A Quan 2 BIC 2015 - ORIGINAL

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    3 [BIC 2015] NONAXI - A Quan 2 BIC 2015_ORIGINAL

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    16 views17 pages

    3 (BIC 2015) NONAXI - A Quan 2 BIC 2015 - ORIGINAL

    Uploaded by

    Zoe Nguyen

    Copyright:

    © All Rights Reserved
    Download as PDF or read online from Scribd
    Flag for inappropriate content
    of 17
    CHIEN DICH MARKETING G16) THIEU SAN PHAM TAP GYM DONEX _ MUCLUC 4 | BAO CAO THUC TRANG > > CHIEN LUGC MARKETING A COMPANY oe COMPETITORS SHOPPER | | Edie uorc MARKETING Cerwin] 2. FACEBOOK 3. YOUTUBE 4, BAO MANG SU KIEN ee er bbéng chuyén nim 2013 er eet ry phim gidm gis 40%, BAO CAO THUC TRANG 1.1. CAC KENH DIEM MANH - Update hinh anh, théng tin khuyén mai day da -Thiét ké c6 gam mau chii dao (xanh duong) gan véi logo thutong hiéu ~ C6 kénh cham séc khach hing qua hotline va box chat a kha day duro rang (khuyén mai, san phém méi...) = Donex chi trong trd lai céc phan héi cia khdch hang é syrdiu tu tuang déi vao trang youtube, 1 nim gan day da update nhiéu clip v8 céc gidi dau trong vao ‘Dua tén tuéi Donex lén top dau khi search"Hang thé thao viét nam” 1.2. CAC KENH DIEM MANH “Tang dé phil s6ng dén vel cée van déng vide. varnguei theo doi gia du “Tang yong ngues mua va biét én nhan hang Donex. DIEM YEU BCR PA Ser ar Se) khach hang muén tim hiéu théng tin SEEM RO Resa en ace eE) eee ar OO cs pro.vn 0.003%; donex.vn 0.02%) CE ce ae ree Ene aac See es Rd Reem eee one) Enea eM tri? ee nn eet rue ese ete a er) Tee NY en) ee Seen Ue aa te chua duge da dang vé néi va hinh thiic. Cach lam video cn ern een) Dene enue anu tats mae eee atc tc) Demeter ae he ace rs Cee tt on etc lugng va lan toa CPOE RELI aeiny Crean ened Sediee a eel tenn Pee mat Cuan DIEM YEU ee eee Peer Re eee) er er tt Sr CHIEN LUC MARKETING 21. =DN Viét Nam tién phong trong = Chua dinh vi duge thuong hiew nganh quén 40 thé thao,dugc_trén th truing quén do thé thao. nhigu gidi thuéng trong vangoai_- Céc d6itéc edn nhd lé,chua nuéc.Cé mét kucng khch hang duoc dé tu, bén tran lan va chua trung thanh tircéc sin phim ci. _chii trong vio sp cua Donex 56 luiong ai tac ln, phan b6 tren ~Thiét ké sp chuia ep mat, model toan quéc én cting,chifa tgo cam gic thich = Dang sin phim dadang,c6 tinh tha vi ngudinhin. tach ri (quén riéng ao rigng),mau_~Céc dai ly cia DONEX trung bay sac phu hap, kich <6 phong phu, ap_ sp chua thu hut duge khach hang, dung cong nghé hién dai cua Bic chua 6 trung tam, énhiing thanh Chat liéu vakPolyeste hut nus, mé _phé lén thi 6 luong dai ly con hol, thoat haf nhanh, véinhe, 4 han ché,khé khan cho ngudi bén mau cp 4,chéing tinh dién, UV ding, théng tin vé dai ly it =H8 théng phan phéidadang,cé + Chuong trinh khuyén mai con mat trén toan quéc:GT, MT, show- [6 t&,chufa tp trung vao céc ngay room, Online qua FB, website,gian dc biét Tn hang dign tu +Truyén thong chu hieu qua, {He théng diy chuyén sinus Chuang inh khuyén mBihSp chu eé forum seeding tuo te nghiémcu ong phaterdn dn (gidm 40%, gim 15%..) véi khach hang it, thigu cap nhap. ~ Mat hang trang phuc tap gym con méii mé,dé thu hutt cc d6i tac phan phéisan phim Dong sin phim Bre dang rét duge céc hang |6n ua chudng vi kha \V6i s6 long lon ngueé su nang nang dé (Nike, Addidas, Nam dang quan tam dén tap Eta,...Donex cé thé phat trién them gym, Donex ¢6 thé khc phuc Bees naans ac diém yéu, day manh - Dy dion reeenae kénhTV ‘truyén thong dé tiép én thi Shopping, kenh bin hang dyn. truéing myc tiéu nhanh hon ‘mé rong mang luigi phan phéi sp. = Quing cdo Mobile dang dén chiém wu thé - Hang VN dang dén duoc ua chuéng va khuyén khich san xudt “caholiisega apm AEC dé 1 kéo cdc dally bay bin sp Creu Ce - Céc di tic phan phi mit hang Donex it di do cé nhiéu sp thay thé ~ Miu ma sp chufa da dang trong khid6i thd canh tanh lien tycra mat céc kiéu dang méi.NgueiVN Tn dung Igi thé hang Viet chua 6 thoi quen mac d6 gym vi Nam chat lugng cao va gid ca tam ly ngai thay déi, chua nam phai chang dé giam rii ro duge cae cong dung ciatspgym can tanh tircacdéi th va vilo sa khiém khuy€t co thé. trong nuéc va nuiéc ngoal. ~Canh tranh vé chétlugng, thuiong hieu,truyén théng tired hang khdc Thi truéng quén do tap gym Viet Nam con méi va béo bé cho cae 6 thiicanh tranh CHIEN LUOC MARKETING Hang FAKE Cteaiad Nees Gidy, quin 40 thé thao Chuyén vé trang phuc Bir cicmat hang: giay, {bong di, chay, bong 16, fitness (yoga, aerobic,.) | quano tap gym tennis, gym.) trong do,san_ | + Xuatxit Viet Nam + Xuat xt: Khong 16 ngudn phim tap gym + San xuattheocéngnghé | gée + Xuat xit Bite tien tign + Chit lang khong duvge + San xuittheo cong nghé | + Mum dadang, miu ‘| dm bao, khéng céng khai Climacool (quan lymé hei | cia Nike, Adidas VNXK_ cong nghe san xust vanhiét do qua vigcquan ly | + Gid (150.0000. ~ + San phim da dang vé suthéng thoang vad dm) | 300.0004) ching loai, miu ma + Miu marétdadang,té | + Banh vaothitru@ng viet | + Gi cd: Rat re trung Nama xuétkhdurathé | + Banh vio thi trudng Viet + Gia khé cao (700.000) | isi Nam + anh vaothitrudngciia | +Phukiéndikém(Balo, | +Phukién inh kem:da tated cic nudctrénthé aici | tixach, tét, bing dé dau, | dang, theo cécnhan hang + Phu kign dikém (Bal tai | bang tay.) i cé sin xéch, tat, bong, dép, mu, bang dé dau, bang tay) én ban hang da dang Chua da dang, méi tap Rat da dang, cé mat 6 héu BARRE - '0ciahang chinhhang | trung ban hang Online va_| hét céc kénh ban hang (true FPAPHUEE én soin quécvahe thong | banhang tuctiép taiShé | tiép, Facebook, gian hang daily ban le dé so théng ctia hang, chuta c6 tte.) - Kénh online daily = Chuang trinh khuyén mai | Rt it chuong trinh khuyén | - Cae chong trinh khuyén PAPER 5p din, gidm gia s6c50%, | mai,chuong trinh lon nht | mai do chi cia hang tu lap HEMI cc dot gidm gia 20 -30% va | sale up to 50% cécsén dé kich thich nguoi mua PVE theo cac dip dacbiet phém theo ngay phu nt ° = C6 chutong trinh tich diém cho thanh vien Rat hieu qua, ngoai thong | Tuong déihiguqua,luet | D tac dong dénrngui tieu tinvé mathang va chuong | tuong tac lke, share va dung thong qua gia réva PTR TEI tinh khuyén mai, Adidas comment tren Facebook | sy thiéu hiéu biét cua ETN con dua ra cdc clip, hinh kha cao, gui tieu diing vé chat nh vui nhén cia céc van lugng san pham. Luot dong vien, nhan duce lugt tuang tackha cao lke, comment rat Ion Mi aes s EVA SPORT CHIEN LUOC MARKETING BOI TUONG MUG TIEU ~Thu nhép: trung binh kha tré lén hodic cé tr cp tit phia gia dinh ~ Séng 6 cdc khu dé thi phat trién, thanh phélén YEU TO ANH HUGNG BEN QUYET BINH ~ Chia sé tit phia ban ba da cé kinh nghiém tap gym, céc bai viét trén cdc dign dan lén = Ngoai hinh, séthich - Gid cd, da dang mau ma, chat lung tét, uy tin cua hang HANH VI, TAM Li ~ Dé dang tiép can véi cdc phuiong tién truyén théng online va mét s6 kénh offline (ban bé, nguéi than, sch ba - C6 thdi quen luyén tap thé duc thé thao, dang tap gym hoac cé y dinh tap gym - Nang déng, cht trong dén véc dang HAI NHOM KHACH HANG - Ba tap gym tif lau: co kinh nghiém chon dé tap gym, thuéng trung thanh véi 1-2 hang quen ding, khéng chiu anh huéng nhiéu béi y kign cua nguéii khac. ~ Méi tap hoac cé ¥ dinh tap: thutng di tap cng ngui than, chu am hiéu nhiéu vé dé 4p gym, dé bi téc déng bdi ¥ kién ca ngudi khac QUA TRINH RA QUYET BINH —o—-e-e—-e—» Nuke ama ren earn pee See) 40 tap gym phi hop véi Dieta} aan Pen nec) cae ac nam Dén tan noi dé Tey SO Reena Can nhac va dua ra quyét erect) Teel) CHIEN LUOC MARKETING 23 Tap Gym cé tac dung Pe aes Seu RRL can déi, chéng lao héa da Pane aah Pore eS eT Seng eer Oe thi lugng mé héi tiét ra Era ean tm mT Pee anaes y Pan a ) Pan gem ay Cente Tuy nhién, dé mé héi trong ea eee ony nc Re RO atone atk eae a) PRU aR ae Pee ea a ee => Cac chuyén gia khuyén rng khi luyén tap nén chon rue eens nhe, thoang giip mé héi dé CoM IRS TR cho thanh qua lao dong Pea ENaC Tegel ia omnia) KEY DRIVER PCL Bol Pee eae Pee. BRAND ROLE: “HANH PHUC TU é tang cudng stic khée, nhung co thé tdi tiét rat nhiéu mé hdi khién PERC Rectan cies in Sank urea kei eens eater khée khoan va tu tin, thoai mai khi rhc a aCnech ue ECR ne it] KEY BARRIER OBJECTIVE: NHUNG GIOT M6 HOI” o

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