ng dng M hnh 7P Marketing phn tch chin lc Beeline M hnh "7P Marketing" do chuyn gia thng hiu khi

xng t nm 2001 n nay tng bc c gii marketing n nhn nh l mt m hnh tin tin mang tnh k tha da trn nguyn tc 4p ca marketing mix truyn thng, m rng theo chiu dc to ra kin trc hnh thp (the 3 level hierarchy), nc 2 l P5&P6 (people & process) v nc th 3 l P7 (Philosophy). BEELINE & CHIN LC TIP TH TON DIN Vi xu hng pht trin cng nh hng n tin trnh hi nhp ngy cng su rng hn, th vic xut hin nhiu thng hiu sn phm/dch v ca nhiu doanh nghip trong nc v quc t lm cho bu kh chung ca mt th trng mi ni nh Vit Nam tr nn a dng, phong ph v si ng hn, t ngi tiu dng c c nhiu s la chn ph hp ty theo s thch cng nh kh nng ti chnh ca mnh Trong bi cnh cnh tranh ngy cng gay gt nh hin nay gia cc thng hiu sn phm v dch v trong tt c cc lnh vc v ngnh hng nh: hng tiu dng nhanh, hng tiu dng cng ngh, c th d dng nhn thy mt nghch l l trong khi vt gi ca cc mt hng khc ngy cng leo thang th lnh vc vin thng ang c chiu hng ngc li. Cc nh cung cp dch v mng di ng lin tc a ra cc chng trnh tip th, khuyn mi kh hp dn, gim gi nhm thu ht cng nh m rng th phn cho mnh. Nhn chung nhng tn tui ln trong lnh vc mng vin thng di ng c c v th trn thng trng cng nh v tr nht nh trong tm tr ngi tiu dng trong nhiu nm qua. Vy th vn t ra l hng i no, m hnh tip th no cho ngi n sau? Hn na trong thi im m tc ng v nh hng ca s khng hong kinh t th gii l rt ln, y l mt thch thc cho ngi mi gia nhp! S xut hin ca Beeline l mt thng hiu mng vin thng di ng ln hot ng mnh ti cc quc gia v vng lnh th ng u v Trung gy st i vi th trng v cng ng trong nhng thng va qua. Ch sau hn 1 thng gia nhp th trng, Beeline kp khuy ng th trng vin thng v gy ch trong gii marketing, nhanh chng c c s nhn bit cao (78% nhn bit thng hiu CBI) cng nh nhng phn hi tch cc t th trng, vi kt qu TVC c yu thch nht ca tp ch Marketing, Thnh t, kt qu nghin cu th trng ca CBI & FTA. iu chng t Beeline c c mt nn tng chin lc kh vng chc, hay ni ng hn l mt m hnh marketing phc hp da trn nhng nguyn l marketing hin i trong vic hoch nh v tm ra mt i sch cnh tranh hiu qu v ph hp theo phong cch ca mnh.

Ngy nay khng th ph nhn vai tr, tm nh hng v s ng dng ca marketing trong cc lnh vc khc nhau. C th d dng nhn thy qua nhng thp k gn y, hu ht cc doanh nghip thnh cng v pht trin bn vng l nhng doanh nghip nh hng marketing (marketing oriented company). Marketing hin i thng qua m hnh 7P vi xu hng nng cao v th ca marketing trong qun tr doanh nghip v qun tr t chc, c th hin th no trong trng hp tung sn phm Beeline. Sn phm & Gi c (Product & Price) y l nhm chin lc mang tnh nn tng trong qun tr marketing m Beeline nh hnh chin lc Sn phm, t tng cho n khi hnh thnh mt sn phm hon chnh n tay ngi tiu dng, cng vi chnh sch Gi c hp l v c tung ra vo ng thi im. Th trng vin thng di ng Vit Nam c tim nng ln vi dn s hn 80 triu ngi, t l dn s tr cao, v l mt trong nhng lnh vc pht trin nht trong nn kinh t hi nhp. Khai thc l hng ca th trng khi ngi tiu dng vn cha c t ng v tr ca thng v tm l trung thnh cha cao, Beeline tung ra sn phm hp dn l gi cc Big Zero vi gi tr v ch! v tha h ni qun ngy thng!. y l thng ip thuyt phc v li ch ca sn phm v n p ng c s mong i ca ngi tiu dng mt cch r rng, c th khng lp lng v c hnh tng ha bng mt s Khng khng l (Big Zero). i vi chnh sch Gi c, tt c cc cuc gi ni mng ca Beeline s ch tnh cc pht u tin vi gi l 1.199 ng, mang tnh gi nh rt cao, v 0199 cng l u s ca mng Beeline. Cc tin nhn ca mng ny s l 250 ng/tin nhn ni mng v 350ng/tin nhn ngoi mng v y chc chn l gi cc r nht trong khi GSM hin nay, thm ch, mc cc gi ngoi mng ca Beeline s thp hn 20-30% so vi

cc mng GSM khc. Nh vy c th nhn thy r li th cnh tranh ca Beeline l: (i) Nh cung cp dch v mng quc t (ii) Kinh nghim quc t trong Top 10 thng hiu vin thng ton cu, (iii) Chin lc Sn phm, Gi c ph hp v hiu qu. Phn phi & Qung b (Place & Promotion) i vi chin lc Phn phi, lm th no bao ph th trng v a sn phm n tay ngi tiu dng mt cch nhanh chng, cng nh trng by hnh nh v thng ip sn phm,vt phm qung co, trang tr quy knhm thu ht s ch v to thun tin cho khch hng la chn. Trn phng din ny Beeline trin khai thc hin thnh cng, gp phn y mnh nhn bit gi cc v thng hiu. Mng li phn phi ca Beeline c ti hn 3.000 im bn l sim v th co, bao gm c cc knh phn phi truyn thng v cc knh phn phi mi ti th trng Vit Nam l cc quy bn hng di ng c thit k c bit theo chun Beeline quc t. Cc ca hng chnh thc ca Beeline s c khai trng vo nm sau ti cc thnh ph ln. iu th v y l cc im bn hng lu ng Beeline vi thit k bt mt c t trn cc ng ph ln, rt d dng tip cn i tng mc tiu v y cng l nt mi l, sng to trong hot ng marketing Vit Nam. Qung b hay truyn thng nhm mc ch i thoi ra bn ngoi cho ngi tiu dng, th trng v cng ng nhn bit v cm nhn c thng ip ch o ca thng hiu mt cch tt nht, nhng y cng l hot ng tn nhiu chi ph nht! Thng hiu mng di ng Beeline th hin tnh tch hp v ng b cao vi chin dch truyn thng to ra hiu ng tng tc tt nht gia thng hiu v nhm khch hng mc tiu bng cch ti u ha cc im tip xc thng hiu (Brand touch points) thng qua cc knh truyn thng nh: Qung co TV, Qung co Bo, Quan h cng chng, Kch hot thng hiu, S kin tip thChng trnh xy dng ph thng hiu (Brand visibility) bng cch trang tr vt phm qung co ti cc knh bn hng, cc bin qung co ngoi tri nh signboard, billboard cng din ra mt cch nht qun. Con ngi & H thng (People & Process) y l nhm chin lc th hin tinh thn c bn ca qun tr hin i l yu t Con ngi v yu t H thng, c th v y nh l phn chm ca mt tng bng. Con ngi hay Nhn s l yu t quan trng hng u trong vic hoch nh, thc thi v qun l cc chin lc ca doanh nghip hng n xy dng v duy tr mi quan h vi khch hng v cc bn hu quan. Qui trnh h thng hay tnh chuyn nghip nhm chun ha b my hot ng cng nh nng cao nng lc cnh tranh ca doanh nghip. Nh vy qua cc hot ng marketing trong thi gian qua, ni cch khc nhng g thy c t phn ni ca tng bng t nhiu chng ta c th hnh dung c s chuyn nghip ca Beeline VN. Yu t Trit l (Philosophy)

 cp chin lc ny l cp ca t tng, trit l, vn ha trong mt t chc, bao gm cc yu t v s mnh v tm nhn ca doanh nghip. Tip th u tin l mt trit l, mt thnh phn quan trng trong vn ha doanh nghip m mi thnh vin phi hiu v thc hin, n nh hng trong vic tm hiu nhu cu v lm tha mn nhu cu khch hng. Beeline th hin iu ny vi tng qung co n tng thng qua hnh nh ca cc ch g con ng nghnh, km theo mt thng ip mang tnh trit l th v live on the bright side, phn nh s thn thin, vui nhn, tr trung, hin i v phng chm sng tch cc, rt gn gi vi gii tr. V l ln u tin trong lch s phim qung co ca Vit Nam s dng ha my tnh k thut cao ging nh cng ngh s dng trong th loi phim hnh nh ng, Beeline to ra cc nhn vt gn nh rt tht v sng ng, cng vi thng ip chuyn ti r rng mt cch sng to nn chim lnh v tr s 1 trong bng xp hng 10 TVC c ngi tiu dng yu thch nht! C th thy rng Beeline v ang xy dng, ng dng v trin khai m hnh chin lc marketing 7P mt cch ton din v h thng, bc u to nn mt du n i vi khch hng mc tiu cng nh s n nhn tch cc t pha th trng v cng ng. Mong rng Beeline s tip tc m rng ph sng ngy cng rng hn, bn cnh cng nn lin tc nng cao cht lng dch v v lun mang n nhng hot ng tip th mi l, c o, to sc hp dn gia thng hiu Beeline v khch hng trong thi gian sp ti v cng l ngun gc ca s pht trin bn vng v thnh vng.