Chin lc Marketing 6 thng u nm Caryn

Gii thiu tng quan Phn tch th trng Khch hng mc tiu i th cnh tranh Xc lp li th cnh tranh nh v thng hiu Chin lc tip th K hoch thi gian nh gi chin lc

Mc Lc

Tm tt chung
Caryn l dng sn phm v t lt dnh cho ngi ln ca cng ty Diana . Caryn ra i nhm mc ch mang li tin ch , m bm v sinh vi mc gi hp l{ cho ngi s dng . Caryn c phn phi rng ri khp c nc gn lin vi nhiu hot ng mang tnh cng ng . Diana cn tin hnh nhiu chin lc Marketing qung b hnh nh v sn phm cng nh thng hiu ca mnh .

Gii thiu tng quan cng ty Diana

Ngy 03 thng 09 nm 1997 , Cng ty DIANA l mt Cng ty hng u trong ngnh hng sn xut cc sn phm chm sc ph n v tr em ti Vit Nam (chuyn sn xut cc mt hng t giy v bt giy nh BVS, t giy cho tr em, khn giy n vi cc thng hiu ni ting nh Diana, Bobby, Caryn, Libera).

Gii thiu tng quan cng ty Diana Vn phng chnh :Khu Cng nghip Vnh Tuy, Lnh Nam, Q.Hong Mai, H Ni (vi Nh my chnh c tng din tch gn 10.000 m2 -y hin l ni sn xut tt c cc mt hng ca Diana ).

Vn phng chnh Diana

Gii thiu tng quan cng ty Diana

H thng phn phi : 64 tnh thnh ph trong c nc vi hn 30,000 cc ca hng bn l, siu th ,. trn th trng quc t: Thi Lan , Malaysia, Philippin, Cambodia... T nm 1999 n nay, sn phm Diana lun c ngi tiu dng bnh chn l hng Vit Nam cht lng cao. Diana l cng ty sn xut BVS u tin v duy nht ti Vit Nam c cp chng ch quc t ISO 9001:2000 (do t chc SGS-Vng quc Anh cp) v l sn phm u tin v duy nht c Hi Sn ph khoa khuyn dng.

Gii thiu tng quan Caryn

Gii thiu tng quan Caryn

Nm 2008, Diana cho ra i nhn hng t giy ngi ln siu thong kh u tin v duy nht ti Vit Nam - Caryn. Cho ngi ln mt kh nng kim sot h bi tit, ngi gp kh khn trong vic v sinh nh bnh nhn sau m v ph n sau sinh. m bo v sinh, tin li cho c ngi s dng v ngi chm sc. Caryn khng ngng ci tin nhm to ra nhng sn phm t c cht lng ti u vi gi c phi chng.

Phn tch th trng

Khi mc sng cng c nng cao hn, quan tm n nhng sn phm tin li tit kim c thi gian, cng v an ton . Sn phm tr thnh mt sn phm thit thc, hu ch cho ngi tiu dng nhng t lt dnh cho ngi ln vn cha c quan tm ng mc. Hu ht l nhng sn phm nhp khu. Nhng nm gn y nhu cu s dng t lt ngi ln c phn tng , c s xut hin ca mt s thng hiu trong nc v ni bt nht hin ny l Caryn ca Diana, KyHope ca Cty CPSX iu K Vn ha ca ngi Vit Nam l mt ro cn gy s e ngi cho cc nh u t.

Phn tch th trng

Khch hng mc tiu

Khch hng mc tiu

Nam & N (>60 tui )

C iu kin ti chnh

a v x hi : trung hoc cao.

Ngh nghip: ngh hu

Gp kh khn khi i v sinh

Mt kh nng kim sot h bi tit

Khch hng tim nng

Ngi ln gp kh khn khi i v sinh Bnh nhn sau m Ngi mt kh nng kim sot h bi tit Ph n sau sinh

 ln th trng
Tng s ngi gi ( 2011) : 5014241 Tng s v tai nn (2011) : 31052 Tng s sn ph (2011) :826359 -> s lng khch hng : 293605 .

i th cnh tranh
KYHOPE im mnh : Kyhope c sn xut t nguyn liu qua kim nghim v chng nhn t tiu chun An Ton Sc Khe ca Cc Tiu Chun o Lng Cht Lng Vit Nam. C mt t nm 2003 im yu : KYHOPE t c bit n .

i th cnh tranh
Nesy im mnh : sn phm cao cp cht lng cao . im yu : gi thnh cao .

Xc lp li th cnh tranh
Caryn s dng nguyn liu ni a nn gi thnh hp l. Cht lng sn phm v h thng sn xut t tiu chun quy nh ,c kh nng cnh tranh vi hng ngoi nhp. Caryn c nhiu u im : b mt t c chc nng mtxa, c kha dnh i gip m bo cho s vn ng v vch chng tro ngn cht lng chy ra ngoi, khng gy kh chu hay li vt hn Cng ty Diana c sn tim nng cng nh danh ting trn th trng. C kinh ph cho mt chin dch truyn thng . Caryn ca Diana th va l sn xut, nhp khu, xut khu v phn phi. iu cng l mt li th.

nh v thng hiu
Hnh nh billboard Clip qung co Qung co Website Bao b Caryn

Caryn

Phn tch doanh nghip - SWOT

Strengths : L mt thng hiu uy tn ti th trng Vit Nam Cng ngh Air Active siu thong kh, ln u tin v duy nht ti Vit Nam. c ngi tiu dng tin tng bnh chn l hng Vit Nam cht lng cao t nm 1999 n nay. Sn phm u tin v duy nht c Hi sn ph khoa khuyn dng. C hn 70.000 ca hng, i l trn c nc v nc ngoi vi i ng nhn vin nng ng v nhiu kinh nghim. Bao b p

Phn tch doanh nghip - SWOT

Weaknesses - Gi tng i cao hn

Phn tch doanh nghip - SWOT

Opportunities Sn phm i vi th trng t lt VN cn kh mi m, l mt th trng tim nng X hi ngy cng coi trng nhng hot ng v cng ng ca doanh nghip. Cu chuyn ca sn phm rt thc gn gi vi cuc sng ngi ln tui

Phn tch doanh nghip - SWOT

Threats Vn ha phng ng cn kh mi m i vi sn phm C cc i th cnh tranh ln nh KYVY. Nhng sn phm nhp khu khng r ngun gc, gi r ngy cng nhiu.

Thu nhp kh dng ca ngi tiu dng cn thp Gi c th trng khng n nh, khng hong kinh t

Chin lc Marketing
Mc tiu t c trn 50 % khch hng mc tiu hiu v dng sn phm. Mc hiu bit v thng t 50% t s lng khch hng mc tiu trn v l khch hng trung thnh vi sn phm Caryn chim 35% th phn . t doanh thu t nht 50 t .

Marketing Mix - Product

Tnh nng : Mng y Air-Active. B mt t c chc nng mt xa theo nguyn l{ chiu trc Vng gn kho dnh Vch chng tro , kha dnh i Li bng siu thm Size : SML

Marketing Mix Price

T 77.000VN n 86.000 VN cho 1 gi 10 ming ty size

Marketing Mix Place

70000 i l{ , siu th phn phi c nc Pht trin thm nh thuc , vin dng lo , bnh vin.

Phn phi 61 tnh thnh c nc

Marketing Mix - Promotion

Chit khu 5% cho i l{ . Co trng thng : trng thm 1 gi 3 ming ty size , s lng khuyn mi 10.000 gi

Marketing Mix Promotion

Mua mt bch t giy ngi ln Caryn nhn ngay khn giy t ALL CARE 20

Cng c Marketing
Print Ad Focus Media Online Marketing Advertorial Event POSM Sponsor Sale promotion

Thi gian

1 thng (1/1-30/1/2012)

1 thng (1/2 28/2/2012)

2 thng (1/3 30/4/2012)

2 thng (1/5 30/6/2012)

Mc tiu

Gy s t To nhn Gia tng mc Truyn thng m cho bit cho nhn bit v h tr phng khch hng khch hng thng hiu. bn hng v vic sn Hiu thng ip Chm sc khch phm . ca sn phm hng c mang n cho Tng lc xc cuc sng mi tin bn hng gia nh v t mc tiu cng ng doanh s y mnh doanh s
Online Marketing Print Ad Focus Media Online Marketing Print Ad Sponsor Advertorial Focus Media Sale promotion Event Focus Media Online Marketing Advertorial POSM Sponsor Print Ad Sale promotion Focus media Focus Media Sales Promotion POSM Sponsor Print Ad

Tool

Tool

1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4
Sponsor

Online Marketing Advertorial Print Ad

Sale Promotion Focus Media POSM Event

Tool Website

Cch Thc Thc Hin

- Hon thin v gii thiu trang website vi h thng t vn h tr khch hng.

Bo mng, bo giy, tp ch . - Qung b bng banner vi thng tin, hnh nh gii thiu Caryn. (Ph n, tui - PR cho hnh nh doanh nghip . tr, Vn- Advertorial cho sn phm . express,..)
- Dng Facebook tm v gi thng tin n nhng khch hng . - To ti khon facebook vi mc ch gii thiu sn phm, thng bo khuyn mi, Trang cng ng - To Pages facebook t vn, vit bi thu ht s quan tm ca khch hng mc tiu. - To ti khon ti cc trang chuyn ( forum ) i PR qua cc bi vit, tin tc,Nhm m rng khai thc knh thng tin

STT Hng mc (S lng tivi) 35 Siu th (172) 1 10 Bnh vin(68) 2 88 chung c CC(317) 3

Tn sut Quy cch 3 tun 3 tun 3 tun Spot LCD Spot LCD Spot LCD

Chi ph/tun 759 USD 612 USD 1.728 USD

STT 1 2 3

Hng mc Ph N Tip Th Gia nh Tui tr

Tn sut

Quy cch

4 kz C Trang, CN 4 kz Trang, Th 2 2 kz C trang

Sponsor

Nhn hng Caryn ng hnh cng chng trnh Yu thng cuc sng

Gh thm Vin dng Lo vo ngy Gia nh 8/5 . Ti tr sut n cng nhng phn qu {

Event
THI GIAN & A IM Sheraton hotel . Bui sng, ngy 28 thng 2 nm 2012 T 8h00 n 11h MC TIU 70% cc nh bo tham d hp bo. 50% cc n v bo giy, bo hnh v bo mng ng tin. I TNG THAM D Cc hip hi, c quan ban ngnh c lin quan: Hi ngi cao tui thnh ph H Ch Minh Hi bo v ngi tiu dng Vit Nam S y t thnh ph H Ch Minh Hi ch thp thnh ph H Ch Minh Khong 30 gii truyn thng gm: Bo In : Ph n, Ph n ngy nay, Ph n Vit Nam cui tun, Tip th gia nh, Ph n TPHCM cui tun, Sc khe v i sng, Bo hnh: i truyn hnh HTV7, VTV3, VTV9, VITV, FBNC, O2 TV, INFOTV, Bo mng : Ph n Online, Tip th gia nh ,gia nh.net , Vit Nam express, Ngi sao.net, Dn tr, Ngi lao ng CHNG TRNH: Hp bo s kin ng hnh vi ngi cao tui Yu thng cuc sng cng Caryn n gii truyn thng v khch hng mc tiu

Tool

Total

Sponsor
Online Marketing

150000000

350000000

150000000

650000000

117000000

58000000

117000000

117000000

409000000

Advertorial

175000000

175000000

175000000

525000000

Print Ad

278500000

139250000

139250000

278500000

835500000

Sale promotion

73000000

146000000

146000000

365000000

Focus Media

443268000

221634000

221634000

886536000

7
8

POSM
Event Total 838768000 78000000 839884000

600000000

600000000

1200000000
78000000

1748884000 1466500000

4949000000

Percentage

2.2 13 24.2 8 10.5 18 Sponsor Online Marketing Advertorial Print ad Sale Promotion 16.8 Focus Media POSM

7.3

Event

nh gi chin lc
Thng ip Caryn yu thng cuc sng l hnh nh ngha , to thin cm tt i vi khch hng. Sau chin dch c 50% khch hng mc tiu nhn bit v 35% thu hiu v Caryn hot ng vi phng chm Yu thng cuc sng Khch hng mua v dng sn phm Caryn Khch hng c thin cm tt i vi Caryn thng qua chin dch mang tnh nhn vn su scn tng vi Yu thng cuc sng cng Caryn. Nng cao nhn thc v trch nhim x hi ca mi thnh vin trong i gia nh Caryn v li ko h tham gia tch cc vo cc hot ng t thin. o lng hiu qu chin dch

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