brand audit
TRANSCRIPT
Phn 1: C S L LUN Bi Brand audit ca nhm chng ti l bi tp v o lng, so snh v a ra gii php v ti sn thng hiu cho mt thng hiu trn th trng Vit Nam, thc hin c bi tp ny, chng ti s dng cc c s l lun v ti sn thng hiu, cc khi ca ti sn thng hiu, o lng ti sn thng hiu, v qun tr ti sn thng hiu theo m hnh ca gio s Aaker km theo l m hnh sn phm 4P ca Kotler nhm phn tch, so snh v a ra gii php cho thng hiu sn phm thng hiu m mnh chn. 1. Ti sn thng hiu o lng ti sn thng hiu Ti sn thng hiu nh hng khch hng ( theo Kotler v Keller 2006) l: gi tr tng thm cho sn phm hoc dch v . Gi tr ny c phn nh bi cch ngi tiu dng ngh, cm thy v hnh ng i vi thng hiu, dn n kt qu th hin bi gi , th phn v kh nng sinh li m thng hiu em li cho cng ty. 2. Cc khi ti sn thng hiu
Lng trung thnh thng hiu TI SN THNG HIU
Nhn thc Thng hiu
Cht lng cm nhn
Lin tng thng hiu
Theo David Aaker, ti sn thng hiu gm c 4 khi ln:
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Nhn thc thng hiu : l kh nng khch hng tim nng nhn din v gi Lin tng thng hiu: l bt c th g lin quan n tr nh ca con ngi v
li thng hiu trong danh mc sn phm chc chc ca mnh thng hiu. Cc thnh phn ca lin tng thng hiu: Cc thuc tnh ca sn phm Lin tng v hnh Li ch ca khch hng Gi c lin quan Cht lng cm nhn: c th c coi l nhn thc ca khch hng i vi Lng trung thnh vi thng hiu: l thang o lng ca s cam kt ca cht lng tng qut hoc tnh u vit ca sn phm hoc dch v khch hng i vi thng hiu, n phn nh vic khch hng s chuyn n mt thng hiu khc nh th no khi thng hiu c s bin chuyn, trong gi c v c im sn phm Cc ti sn thng hiu khc3. Cch thc o lng ti sn thng hiu
Mt h thng o lng ti sn thng hiu l tp hp cc th tc c thit k cung cp cc thng tin ng thi im , chnh xc v c th s dng v thng hiu i vi ngi lm th trng h c th ra quyt nh chin thut trong ngn hn v quyt nh chin lc trong di hn tt nht. o lng ti sn thng hiu, chng ti s dng m hnh o lng ti sn thng hiu ca Boonghee Yoo v Naveen Donthu , journal of business reasearch nghin cu vo nm 2001, m hnh ny da trn m hnh 4 yu t ca Aaker, tuy nhin, sau khi phn tch gp yu t nhn thc v lin tng thng hiu lm mt M hnh ti sn thng hiu trong nghin cu ny gm 3 yu t chnh sau: Nhn thc v lin tng thng hiu : C th nhn ra thng hiu Nhn thc c thng hiu Mt s tnh nng ca thng hiu trong suy ngh
Kh mng tng ra thng hiu Cht lng cm nhn Cht lng cao Chc nng cao S trung thnh thng hiu T cm nhn s trung thnh La chn u tin Khng mua sn phm khc Nu nghin cu v m hnh ti sn thng hiu ( CBBE) th chng ti khng c ngun lc nghin cu ht, v vy, chng ti ch la chn yu t Nhn thc v lin tng thng hiu o lng trong nghin cu brand audit ny. Trong vn nhn thc v lin tng thng hiu, nhm chng ti nh gi nhn thc v lin tng ca khch hng i vi thng hiu mnh ang lm thng qua nghin cu nh tnh v nh lng, i vi cc cu hi sau: Khch hng c bit n thng hiu khng Khch hng c nhn thc c thng hiu khng Nhng lin tng ca ngi tiu dng i vi thng hiu C th hn phn phng php nghin cu, nhm xin a vo phn 24. M hnh qun tr thng hiu a ra gii php cho thng hiu :
a ra gii php cho thng hiu, nhm chng ti tin hnh nghin cu s cp v th cp, nghin cu th cp v cc ti liu lin quan n cc chng trnh marketing ca cng ty nh gi hot ng truyn thng ca cng ty nh th no thng qua m hnh 4p ca Philip Kotler v cc yu t nhn din thng hiu. Nghin cu s cp thng qua nghin cu nh lng v nh tnh i vi cc khch hng mc tiu ca sn phm nhm bit c nhn thc v lin tng ca khch hng mc tiu ny i vi sn phm l nh th no? Trn c s so snh gia 2 nghin cu ny, chng ti a ra gii php qun tr thng hiu, thng qua m hnh 4 P ca Philip Kotler v m hnh 4 yu t
ti sn thng hiu ca tc gi Aaker. Tuy nhin, v ch nghin cu n nhn thc v lin tng ca thng hiu, do , iu chng ti quan tm trong bi ny l nhng gii php gia tng nhn thc v lin tng ca thng hiu 4.1 Nhn thc thng hiu 4.1.1 Nhn thc thng hiu Nhn thc thng hiu l : kh nng khch hng tim nng nhn din v gi li thng hiu trong danh mc sn phm chc chc ca mnh 4.1.2 Li ch ca nhn thc thng hiu Gi tr ca nhn thc thng hiu: To ra s thn quen/thch th: nhn thc thng hiu tt gip cho khch Lin kt nhng lin tng khc ca thng hiu : s nhn din thng hiu hng nh c thng hiu, to ra s thn quen v thch th vi thng hiu l bc u tin trong tin trnh lm truyn thng, tht l ung ph nu c n lc truyn thng nhng thuc tnh ca sn phm, v vy s nhn thc thng hiu tt gip cho cc lin tng c khch hng quan tm hn, n l neo a lin tng n khch hng tim nng. To ra du hiu ca s cam kt : nhn thc thng hiu tt, gip khch hng quen bit, thch th thng hiu, s lun ngh n thng hiu u tin khi mua sn phm g v vy to ra c s cam kt tiu dng ca khch hng To ra s quan tm v thng hiu: bc u tin ca tin trnh mua hng l nh li, la chn nhng tp hp thng hiu quan tm, nhn thc thng hiu tt gip cho thng hiu lun nm trong tp hp quan tm ca khch hng, do s lm cho vic la chn thng hiu tt hn. 4.1.3 t c s nhn thc thng hiu th doanh nghip cn: t dc nhn thc thng hiu, bao gm c nhn ra v nh li thng hiu, dnh dng n hai yu cu, hai nhim v c th sau: - nhn dng c tn thng hiu - lin kt c tn thng hiu vi loi sn phm .
i vi mt thng hiu mi, cn phi thc hin c hai yu cu trn, tuy nhin trong mt s ng cnh, th ch cn mt l , v vic chn ci no cng tr nn khc bit ty theo tnh hung, v d nh pizzaplace l mt thng hiu qu r chuyn kinh doanh loi sn phm no ch cn nghe tn, th ch cn thit lp nhn dng thng hiu, cn Rote-rooter mnh cn phi lin kt tn thng hiu v sn phm ng dn nc ca n, v nhiu khi ngi ta nh tn nhng chng th nh ni n l mt hng g nu ci tn qu chung chung. Khc bit, d nh.
Mt thng hiu nu mun t c s nhn thc th cn phi lm sao gy c s ch v ng nh. C rt nhiu cch nhng n gin v hiu qu nht l to s khc bit - c rt nhiu thng hiu kinh doanh cng mt loi sn phm v tip cn khch hng theo mt phng thc nh nhau, iu ny khin thng hiu ca bn ri vo s hn lon, c th thy r cc qung co nc hoa, nc ung, thuc l, c cng mt cch tip cn nh nhau v tht s kh t c nhn thc thng hiu, mt nh qung co th chuyn m thanh t mt on qung co truyn hnh ca cocacola sang cho 7-up v kt qu cng chng c g ng ch . -tt nhin, tht s cn thit phi lin kt thng hiu vi chng loi sn phm m n kinh doanh.ly v d, t mt chic xe hi trn mt nh ni c lp, c th rt ng ch nhng khn gi c th khng nh ni chic xe no c t trn nh ni.( theo ta ngh, to s khc bit nhng ng xa ri vi sn phm ct li) . khu hiu, ip khc qung co -Khu hiu s to nn mt s khc bit ln, nhng slogan n tng s d c ch hn, v d nh mt qung co, nn a slogan ra sau a tn s hiu qu hn l a tn thng hiu mt cch trc tip, cc lin kt n khu hiu s mnh m hn bi v n lin quan n mt c tnh sn phm c th c hnh dung , v vy rt quan trng trong vic thit lp mt khu hiu c s lin kt mnh m ti tn thng hiu v chng loi sn phm.
- ip khc qung co l mt cng c mnh m to ra s nhn thc thng hiu, mt th nghim c tin hnh trong vng 13 tun vi 58 sn phm mi c gii thiu, mt thng hiu thu c s gi nh cao hn hn nhng thng hiu khc, iu ny l gii cho vic v sao ip khc qung co li v cng quan trng, thng hiu ny lp i lp li ip khc "oh o, spaghettios" v thu c s gi nh cao nht. . Biu tng tip xc Mt biu tng c gn lin vi mt thng hiu rt quan trng trong vic to ra v duy tr nhn thc ( v d nh kfc gn vi hnh nh ng gi ci) Mt hnh nh trc quan s d gi nh hn l nhng cu ch, bn cnh cn sng to gia tng s tip xc ca cc biu tng cng vi qung co, cc s kin s rt hiu qu trong vic gia tng s tip xc ny. .Tnh cng khai
Qung co rt ph hp trong vic to nn nhn thc thng hiu, bi n cho php cc thng ip n vi khch hng v n tht s hiu qu trong vic to s tip xc,tuy nhin, nhng tin tc cng khai ng mt vai tr quan trng v i khi mang li nhng kt qu tch cc, n khng ch t tn km hn phng tin truyn thng qung co m cn hiu qu khng km. Mi ngi thng thch th tip thu nhng cu chuyn mi hn l c nhng mu qung co. Nhng tnh hung l tng l khi sn phm ca bn t thn n th v to nn mt bc t ph mi, v d nh chic xe hi th thao hai ch ngi Mazda Miata hay mt con chip my tnh mi, hoc nu chng may, sn phm ca bn cha ng a tin, bn cn phi to ra cc s kin, biu tng hoc bt k cng c no thu ht tin tc, v d nh "b di ng" Ben v Jerry , mt ca hng bn kem di ng phn pht kem min ph ti cc bang v th trn n i qua, y l mt tin tc ng a ln mt bo cc th trn nh m n i qua ( thnh ph ln th n khng quan tm nhng cc th trn th gy nh hng ln, kiu nh ci tr chiu phim di ng xung my ci lng qu ngy xa m h ko c lng ra xem , trc khi chiu l cn b x cm ci loa i thng bo ) . ti tr s kin
Vai tr chnh ca vic ti tr s kin l duy tr nhn thc thng hiu,( v d nh cup tiger, gii u qun vt volvo) to nn s tip xc vi nhng ngi xem, quan tm n cc s kin ny trc v sau khi xy ra, mt s thng hiu tr nn ni bt khi gn tn chng vi hng trm s kin . xem xt vic m rng thng hiu Mt cch thu c s gi nh thng hiu, l lm cho tn thng hiu thm ni bt, bng cch t tn n trn nhng sn phm khc gia tng tip xc thng hiu. Mt s thng hiu ni ting Nht Bn nh Sony, Honda, Mazda, Mitsubishi, v Yamaha s dng tn ca h trn tt c cc sn phm ca h. Trong thc t, ci tn Sony c tnh c la chn cho cc sn phm ca n n c th c s dng rng ri v do c hng li t s tip xc cao. Mitsubishi ph bin tn v biu tng cy kim cng xut hin trn hn 25.000 sn phm bao gm t, cc sn phm ti chnh, v nm. Tt nhin, mi th u c s cn bng, mc d s gi nh thng hiu c th t c nh s tip xc rng ri, nhng mt sn phm vi mt ci tn khc c th to c hi pht trin nhng lin tng khc nhau cho mi ci tn. . s dng du hiu ( thit k bao b lm sao ngi ta nhn ra sn phm )
Mt chin dch nng cao nhn thc thng c th c h tr bi cc du hiu v chng loi sn phm, thng hiu hay c hai, bao b lm rt tt cng vic ny, du hiu cn gip nhc nh mi ngi nhng lin kt pht trin trong qung co, v d nh bt ng cc life ly qung co vi mt nhn vt rt ng nghnh tn mickey, mickey rt thch n ng cc, ta c th ly hnh nh ca cu b mickey ny in ln bao gi ra hiu cho cc qung co. . s gi nh cn s lp li Pht trin s gi nh kh khn hn rt nhiu so vi vic pht trin s nhn dng, thng hiu cn ni bt hn, v lin kt gia tn thng hiu vi loi sn phm cn phi mnh m hn. S nhn dng c th to ra ch vi mt vi tip xc, s ko di, trong khi , th s gi nh c th b li tn theo thi gian, s gi nh rt kh, n i
hi mt kinh nghim hc tp chuyn su hoc s lp i lp li nhiu ln. t c s gi nh trong tm tr ca khch hng, th s lp i lp li l cn thit v thi hn. khon gia tng gi nh Duy tr mt nhn thc top-of-mind mnh m thng qua tip xc lin tc c th to ra khng ch nhn thc v thng hiu, m cn s ni bt thng hiu iu ny c th c ch s gi nh ca cc thng hiu khc. Mt lot cc nghin cu cho thy rng khi mi ngi c a ra mt tn thng hiu, hoc cc thit lp v thng hiu, v c hi v tn ca cc sn phm cnh tranh, n lc ca h b c ch, h ua ra t ci tn hn.(Ci v d ca hn vit tt ta khng hiu, ch bit i khi l nhng ngi tng tip xc vi cc qung co ca Dristan th khi c yu cu ngh n tn thng hiu khc th h hng v km nhit tnh hn l nhng ngi cha tng tip xc) 4.2 Lin tng thng hiu 4.2.1 Lin tng thng hiu, c im ca lin tng thng hiu 4.2.1.1 nh ngha: l bt c th g lin quan n tr nh ca con ngi v thng hiu. Cc nhn qun tr marketing thng s dng cc lin tng thng hiu nh cho v cho sn phm, dch v ca mnh. 4.2.1.2 Cc thnh phn ca lin tng thng hiu: - Thuc tnh sn phm - Cc c im v hnh ( nhng lin tng v hnh, c th l v c im mt tnh cch no ca sn phm) - Li ch khch hng ( nhng gi tr em li li ch cho khch hng ca sn phm) - Gi c lin quan ( gi c lin quan vi cht lng ca sn phm) 4.2.2 La chn, sng to v gi vng nhng lin tng thng hiu - Cc lin tng thng hiu tt i vi mt thng hiu phi l cc lin tng: Mnh Thun li c o - Cc lin tng thng hiu xut pht t s sng to ca nh sn xut thng qua cc nh v, ri dng cc chin lc marketing xy dng cc lin tng i vi ngi
tiu dng, v cc lin tng c tn ti lu di, cc chng trnh xy dng thng hiu phi gi vng c qua thi gian. i vi vn ny, trong bi nghin cu kim tra ti sn thng hiu, nhm chng ti la chn s gi vng thng hiu trong cng ty nh th no v qu trnh sng to v xy dng lin tng thng hiu c lm trc trong cng ty, v s phn tch ti phn 3, phn tch gi liu th cp. - gi vng v pht trin cc lin tng thng hiu c tnh cht nh trn th cn thit phi: .Phi gi vng lu di .Gi vng thng qua cc chng trnh marketing .Qun tr cc thm ha ti thiu ha nhng ph hy thng hiu Gi vng lu di theo thi gian: .Trong nhiu kha cnh th tp hp lin tng thng hiu l kt qu ca cc chng trnh marketing kt hp pha sau mt thng hiu. Cc chng trnh ny bao gm: nh v, bao go, qung co, c ng truyn thng c thit k kt ni cc lin tng thng hiu, v vy vic thay i cc lin tng thng hiu l rt kh khn, cha ni n l tn nhiu thi gian v cng sc, thay v th, c gng lm marketing tp trung lu di v cc lin tng tt th s gip cho thng hiu c nhiu sc sng hn. Gi vng v thch hp thng qua cc chng trnh marketing Cc chng trnh marketing cn phi thch hp v gi vng i vi cc lin tng thng hiu qua thi gian, cc thnh t marketing cn phi kt hp mt cch thng nht nu bt c lin tng thng hiu m cng ty mun nhm ti. Mt trong nhng cch thc bo v ti sn thng hiu ca sn phm l dng t chc bo v ti sn thng hiu ca sn phm, t chc cn xem xt cc hot ng truyn thng n tc ng nh th no i vi vic to dng v duy tr hnh nh thng hiu, t chc nn a ra nhng hot ng chc chn khng c cho php, thit lp nhng iu l, chnh sch khi c bt k mt k hoch truyn thng no a ra cng nn c ch trnh sai st Qun tr cc thm ha:
S nh hng t hi nht i vi thng hiu l nhng lin tng khng tt i vi hnh tng v ti sn thng hiu ca n. ng ph vi kh khn: R rng, tt c cc cng ty d b tn tht bi cc tai nn v nhng ngi c thc y khai thc l khng may mn. Tuy nhin, c nhiu cch gim nh (nu khng trnh) c hai thm ha v cc s tham lam ca cc nn vn ha kinh doanh. Cch tip cn tt nht x l mt thm ha (bn cnh may mn) thng l trnh n. Hng ti mc tiu ny, n rt hu ch to ra cc trng hp ti t nht v nhng g c th xy ra nu mt sn phm c s dng sai mc ch hoc mt qung co b hiu sai. vi kch bn phim ti ch, hnh ng c th c thc hin gim xc sut ca s c nh vy. V d, s bt n ca cc Samurai ni ting. Thit k tt hn c th c bo m rng chic xe s c t hn d b ri ro hn so vi i th cnh tranh ca n (trong thc t n nh nhau). Mt c ch nh vy nh l mt cun sch nh c th khuyn khch cc khch cc trnh iu khin nhn thc c nhng ri ro, v li ph hp hn. Dng th hai ca li bin h(s phng ng) l pht hin cc vn sm v lm iu g v n trc khi thi ln. C hai Nestle v Audi c rt nhiu cnh bo thm ha trong mi trng hp ninh nh la trong nhiu nm trc khi n ph v. Nu hnh ng cui cng ca h c thc hin sm, h trnh c thit hi. Khi vic cng khai b tc dng ph gy ph v, mc tiu l gim thi gian ca n. iu quan trng phi tha nhn vn , sau khc phc n l c sc thuyt phc v nhanh chng nht c th. Tylenol l mt v d tuyt vi v cch hnh ng nhanh chng c th kim sot mt thm ha thc s. Nu cng ty khng khn rng n l ng, nh Audi v Nestle lm, hnh ng chc chn dn mt tranh lun ko di ngay c khi h l ng. Tuy nhin, nu li ngay lp tc tha nhn (nh Chrysler lm), cc nh ph bnh ch n gin l khng c g ni v. Trong mt s trng hp, cch tip cn ng l c nhng nh ph bnh v c gng thuyt phc khch hng rng vn l gi mo, nh c thc hin trong trng
hp Samurai. iu quan trng l nhanh chng v mnh m-Samurai phn hi ch trong ngy vi bng chng sng ng rng cc i th cnh tranh c cng mt vn mc d Bo co tiu dung ng khc. Tuy nhin, chin lc take them on c ri ro nghim trng. Hi khc thng, nu n hiu qu tip cn v tc ng n mi ngi, c nhiu hn mt c hi thm ch l nhiu ngi s nh 9as vi Samurai) ch c vn , khng phi l l p lai. i a Chc chn Nestle, mc d h c lp lun vng chc, mt sai lm bng cch chin u vn chng li i th nh Lin bang M ca gio vin, v ngi M Lin on ca cc Gio Hi. Trong thc t, trong su thng u nm 1981 The Washington Post xut bn 91 bi bo quan trng ca Nestle. Torrent ca nhng li ch trch xy ra sau khi bn nm quan h cng chng tinh vi v n lc gio dc ca Nestle, nhng n lc ch m thng bo thay i chnh sch tip th ca h. Trng hp Nestle cho thy rng nhng n lc quan h cng chng khng ch c th khng c hiu qu, nhng thc s c th quy nn nhng ngn la. Phn 2: GII THIU SN PHM DR THANH V NGHIN CU NHN THC V LIN TNG I VI TR THO MC DR THANH 1. Cng ty Tn Hip Pht: - Tn Doanh nghip: Cng ty TNHH TMDV Tn Hip Pht - Lnh vc hot ng sn xut kinh doanh: Bia; Nc gii kht; Sa; bao b - Tr s chnh: 219 Quc l 13, x Vnh Ph, th x Thun An, Bnh Dng, Vit Nam - in thoi: 0650 755161 - Fax: 0650 755056 - Email: [email protected] - Website: www.thp.com.vn - Ngi sng lp: Tin s Trn Qu Thanh - Nm thnh lp: 1994
Hoi bo: Tr thnh tp on hng u Chu trong 3 lnh vc kinh doanh chnh: thc ung, thc phm n lin, bao b nha. S mnh: Tp on Tn Hip Pht sn xut v kinh doanh cc sn phm tt cho sc khe ngi tiu dng vi mi v thch hp v tiu chun Quc t. Gi tr ct li: + Hm nay phi hn hm qua nhng khng bng ngy mai. + Cht lng tiu chun Quc t. + nh hng theo tinh thn cao nht ca gia nh. + Tr thnh i tc tin cy. + Tinh thn lm ch Doanh nghip trong cng vic.
Logo Cng ty: + THP: ch vit tt ca Cng ty + Hai bn tay: sc mnhca sinh lc, ngh lc. + Hai ngn ci:tr thnh Tp on Vit Nam cung cp thc ung s mt Vit Nam v c tm c Chu . + Mu xanh nc bin: s thnh vng, ha bnh. + Mu xanh l cy: s pht trin, ln mnh v a dng. + Nhn tng th: mt ta thp y sc mnh, ngh lc v vng chc. - Cng ty TNHH TM-DV Tn Hip Pht c tr s chnh ta lc ti huyn Thun An, tnh Bnh Dng, c din tch xy dng bao gm: Vn phng ( 6.037 m2). Nh my ( 77.511 m2), kho ( 45.552m2) vi cc thit b, dy chuyn cng ngh
nghin cu v sn xut hin i bc nht ng Nam . - Thng 3 nm 2000, Cng ty TNHH TM-DV Tn Hip Pht l n v u tin trong ngnh bia ru v nc gii kht t chng ch h thng qun l cht lng ISO 9002-1994. - Mc tiu ca Cng ty TNHH TM-DV Tn Hip Pht l to ra nhng sn phm thc ung tt nht, qua cc thng hiu: Number 1, Laser, Bn Thnh, Gold Bn Thnh, Tr xanh Khng , Tr tho mc Dr Thanh, Tr xanh c ga ikunn vi ngi tiu dng bi h thng phn phi rng khp v tri u trn 64 tnh thnh Vit Nam. - nh hng pht trin ca Cng ty l: Hm nay phi hn hm qua nhng khng bng ngy mai cng vi phng chmtha mn cao nht mi nhu cu hin c v tim n ca khch hng. nh hng trn c xem l kim ch nam cho mi hot ng ca Tp on v cng chnh l ng lc vng n hoi bo a Cng ty TNHH TM-DV Tn Hip Pht tr thnh Tp on cung cp thc ung tm c Chu - Tng s cn b cng nhn vin ca Cng ty TNHH TM-DV Tn Hip Pht trn 1000 ngi, bao gm cc Chuyn gia nc ngoi, K s, Chuyn vin, Nhn vin v Cng nhn. Trong , c 720 nhn vin c o to nghip v chuyn mn ti cc trng i hc, Cao ng trn c nc v 90% c kinh nghim lm vic cc Cng ty, tp on ln ang hot ng ti Vit Nam. Cng vi i ng Cng nhn vin tham gia vo hot ng sn xut, hn 300 K s, Chuyn vin, Nhn vin c trnh nghip v, tay ngh cao c chuyn gia nc ngoi hun luyn thc t trong qu trnh lp t, vn hnh cc dy chuyn cng ngh. 2 . Thng hiu Tr Dr.Thanh Ngy 22/12/2008, khi sc mua ca ngi dn c y ln cao nht th Dr.Thanh chnh thc tung ra th trng Vit Nam. L do v vic t tn gi Dr.Thanh cng kh th v, v l gii th nht "Thanh" y ngha l thanh nhit, thanh khit ng nh cu slogan "thanh lc c th"; th 2 l tn gi trng vi ng ch l Tng gim c kim tin s Trn Qu Thanh.
Bn cnh , sn phm Dr. Thanh ra i trong bi cnh x hi ngy cng quan tm n nhng li ch ca th trng trong nc, mt quc gia c n 85 triu ngi. Hn th na, tp qun ung tr ni chung khng ch gii hn Chu , ni xut x ca cy tr v thi ung tr (hiu theo ngha rng hn l cc loi tho mc), cn c mt th trng truyn thng rng ln hn trc ht l cc quc gia u - M tng giao thng vi cc thuc a chu v nhng u th v dinh dng v thn thin vi mi trng to ra nhng c hi cho loi nc ung ny chim lnh nhanh chng th trng. 3. Nghin cu v nhn thc v lin tng thng hiu ca tr Dr Thanh 3.1 . Mc tiu nghin cu: 3.1.1 Mc tiu: nh gi mc nhn bit cu ngi tiu dng i vi thng hiu tr Dr.thanh. Nghin cu v cc lin tng ca ngi tiu dng i vi tr Dr.thanh, xem xt mnh cng nh l s thun li ca cc lin tng. So snh v ti sn thng hiu ca tr Dr.thanh v tr xanh khng bit c tnh c o ca thng hiu tr dr thanh. 3.2.2 Cu hi nghin cu v gi thit nghin cu: Mc nhn bit thng hiu tr tho mc Dr Thanh nh th no?
GT: Hu ht mi ngi u bit n tr Dr Thanh C bao nhiu ngi ung tr Dr Thanh?
GT: Trn 50 % ung tr Dr Thanh Nhng lin tng ca tr Dr Thanh l g? Trong lin tng no l lin tng thun li? Lin tng no l lin tng khng thun li? GT: - Lin tng tt: 1. Thanh nhit. 2. Thanh lc, gii c. 3. Bc s Dr.thanh lm ra. 4. Tho mc, thuc bc.
5. Tin tng v cht lng. 6. Tr trung, th v. 7. Mi v hp dn, thanh nh. - Lin tng xu: 8. D. 9. Ch l ho cht, ging nh thc phm chc nng. 10. Khng tin tng vo cng ty. 11. Ngt qu ging nc ng. Mc nhn thc ca ngi tiu dng i vi tr xanh Khng ?
GT: Cng ging nh tr DR Thanh. Tr xanh khng c mc nhn thc kh cao Khch hnh thch ung tr xanh khng hn hay tr dr thanh hn? im c bit ca tr DR Thanh lm cho khch hng yu thch? GT: Khch hng thch ung tr xanh khng hn. i vi tr DR Thanh. Nhng im c bit khc vi nhng sn phm cnh tranh Thanh lc gii c Tt cho sc khe Mi v hp dn C s khc bit no gia tui v gii tnh i vi vic la chn v s dng tr Dr Thanh? GT: N thch dng tr Dr Thanh nhiu hn. Khch hng di trong tui 25-45 thch s dng tr Dr Thanh hn 3.2 Gii hn nghin cu: i tng nghin cu: nhng ngi c nhm tui nm trong khong t 16 n 45 (khch hng mc tiu chnh ca cng ty Tn Hip Pht). Phm vi nghin cu: Thnh ph Nng. 3.3 Thit k nghin cu 3.3.1 Phng php chn mu nghin cu. Nghin cu nh tnh:
-
Quy m mu: 20 mu Quy trnh chn mu: phn chia vi y cc nhm ngi trn a bn nh sinh vin, hc sinh, ngi i lm bao gm ngi cha ung (chim 20%) v ngi ung. Nghin cu nh lng.
-
Quy m mu: 50 mu. Quy trnh chn mu: Chia tng th thnh nhiu nhm, chia theo nhm tui ph hp vi yu cu ca ti. Trong 2 phng php trn th khi nghin cu nhm u chn phng php
chn mu ngu nhin n gin khng thay th. 3.3.2 Xc nh ngun d liu nghin cu. a. D liu s cp: Nghin cu nh tnh tham d. Nghin cu nh lng nh gi b. D liu th cp: Nghin cu tham kho qua nhng ti liu sau: -
Sch qun tr thng hiu ca gio vin Qun Th Hng Lan. Managing Brand Equity ca David Aker. Ti liu thng qua trang web v cc bo nh : http://www.vnnhahang.com/forum/t361-tan-hiep-phat-dr-thanh.aspx ; http://www.hrlink.vn/diendan/index.php?showtopic=32764; www.tradrthanh.com; ..
3.3.3 Thit k cng c c. Nghin cu nh tnh: Phng vn trc tip bng bn cu hi vi 30 pht ng thi ghi m li tng cuc phng vn. d. Nghin cu nh lng: Phng vn bng bn cu hi( phn mc lc). 3.3.4 Thu thp d liu.
- Nghin cu nh tnh : Nhm chn hnh thc phng vn chuyn su vi thi gian t 30pht tr ln, k thut s dng l k thut lin tng. Tc ngi c hi s c ngi hi gi p vin c th gi ra cu tr li. Vi cch ny nhm s c th thy c cc kha cnh v nim tin, thi , cm ngh v trung tm nghin cu l tr Dr.thanh bng 5 cu hi c chun b trc. Bui phng vn s va c ghi li va c ghi m li ni dung nhn bit c yu t no gy nh hng mnh, lin tng c o. - Nghin cu nh lng: bn cu hi. 3.4 Kt qu nghin cu: Kt qu phn tch iu tra v nhn thc v lin tng ca ngi tiu dng i vi tr tho mc Dr.Thanh. 3.4.1 Kt qu v nhn thc. - Nhm ALUMI iu tra trn mu l 50 ngi, v kt qu cho thy 100% bit n tr Dr.Thanh, v c 88% ung tr Dr.Thanh => C th cho thy, cng ty hot ng marketing rt tt trong vic to nn nhn thc thng hiu 3.4.2 Kt qu v Lin tng. 3.4.2.1. Nghin cu trn mu tng qut. Qua nghin cu nh tnh trn mu 20 ngi trc . Nhm nghin cu lc ra c nhng lin tng c tn sut trn 10% sau y: - Thanh nhit - D - Thanh lc, gii c c th - Ch l ha cht - Bc s Dr.Thanh to ra tr - Nguyn liu t tho mc, thuc Bc - Tin tng vo cht lng - Khng tin tng vo cng ty. - Tr trung, vui v, th v. - Ngt nh nc ng - Mi v thanh nh, hp dn
Nhm nghin cu tip tc nghin cu nh lng v cho thy nhng kt qu sau y.
Cc lin tng v tr dr thanhGi tr trung binh 3 2,5 2 1,5 1 0,5 0 thanh nhiet thanh loc, giai doc bac si Dr Thanh tao ra tin tuong ve chat luong tre trung, vui ve, thu vi mui vi hap dan, thanh nhe
Mean
Lin tng
Chng ti s dng thang o Likert o lng mc ng ca vn p vin i vi cc lin tng v tr Dr Thanh, gi tr ny tng dn,trong 1l khng ng , 5 l ng nht. Cc lin tng cho kt qu kh ng u trong ni bt nht l cc lin tng sau:
Lin tng thun li - Thanh lc,gii c (2,7) - Nguyn liu l tho mc (2,68) - Thanh nhit (2,6) - Tin tng vo cht lng (2,18)
Lin tng khng thun li - D (2,48) - Ch l ha cht (2,3)
=> Trong cc lin tng thun li vn chim gi tr trung bnh cao hn cc lin tng khng thun li. 3.4.2.2 . Nghin cu phn bit. a. Gia nhm cha ung vi nhm ung Tr Dr.Thanh. Gia nhng ngi ung v cha ung tr Dr.Thanh cng c s khc bit v lin tng, trong gi tr trung bnh ca cc lin tng c xp t cao n thp nh sau. Nhm ung Dr.Thanh Thanh nhit Tho mc, thuc bc Thanh lc, gii c D Ch l ha cht Tin tng v cht lng Nhm cha ung Dr.Thanh D Thanh lc, gii c Ch l ha cht Khng tin tng vo cng ty Tho mc, thuc bc Ngt nh nc ng
=> C th thy nhng lin tng mnh n vi nhm cha ung tr Dr.Thanh l nhng lin tng khng thun li, c th nhng lin tng ny khin h khng mun ung th loi tr ny. - Ngc li nhng ngi ung th li c lin tng kh thun li i vi loi tr ny, tuy nhin lin tng d vn khng trnh khi. b. Gia tr Dr.Thanh v i th cnh tranh l Tr Xanh 0 0
-
C 64% thch ung tr Xanh
00 hn, v ch 26% thch tr Dr.Thanh hn. L do hung Nhng ngi thch ung tr
chn ung tr xanh 0 0 hay tr Dr.Thanh da vo nhng lin tng c o sau y. Nhng ngi thch Tr xanh 0 0 (64%) - Thanh nhit, sng khoi - Gii kht tt hn, V tr ngon c. Gia cc nhm tui v gii tnh. - Gia hai gii. Trong 50 vn p vin tr li bng cu hi th c 50% nam, 50% n V mu nh nn khng th xt gi tr chnh xc ca s liu y. Qua nhng gi tr c x l ta thy c: c s thay i gia gii tnh nam v gii tnh n khi la chn loi nc gii kht no:
Dr.Thanh (26%) - Thanh lc, gii c c th. - Tt cho sc khe.
Nc gii kht tr xanh 00 c la chn nhiu hn tuy nhin nam vn la chn nhiu hn n
Trong nhng ngi la chn tr tho mc Dr Thanh th n la chn s dng nhiu hn. - Gia cc nhm tui. Qua x l s liu tui thng xuyn s dng tr tho mc Dr Thanh nhiu nht l tui: 25-45 v di 18 tui Phn 3: NGHIN CU CC CHNG TRNH XY DNG THNG HIU CA CNG TY 1. Nghin cu chin lc nh v thng hiu ca cng ty: Tn Hip Pht tuyn b i theo chin lc tp trung v khc bit ha trin khai tt c cc sn phm ca mnh. Tn Hip Pht nm trong s 5 cng ty qung co mnh nht ti Vit Nam. Vn truyn thng ca cc nhn hng c cc nh lnh o c bit ch tm, lm vic rt su st vi cc cng s trong b phn Marketing pht trin tng sn phm v thit lp mc tiu nhn bit v nhn hng, dng th v thi quen s dng nhn hng. V thng hiu sn phm, THP lun c gng thi hn vo tng sn phm thng qua vic thc hin cc chin lc tip th, truyn thng ring bit v mang tnh sng to cao. Chin lc tp trung, v khc bit ha gp phn khng nh to nn thng hiu cho Tn Hip Pht. 1.1 Chin lc tp trung. ng Trn Qu Thanh- Tng gim c cng ty Tn Hip Pht pht biu v chin lc tp trung ca mnh nh sau: Ti xin nh ngha v tp trung th ny : Tp trung l khi chng ta lm vic vi tt c s ch , quan tm vo cc vn mang tnh cht quan trng c th mang n tc ng ln nht hoc li ch ln nht. iu ny cng tng t nh qui lut Pareto 20:80 . Ngha l cc nh lnh o marketing phi bit ci g l u tin quan trng c th t mc tiu.
Nh lnh o marketing s nhn ra rng h khng th lm c tt c mi th cho khch hng v ngi tiu dng. V th, anh ta phi chn ra ci g quan trng nht m tp trung. Trc tin ti xin ni v chin lc Tp Trung. Nh ti cp, tp trung l mt qui tc then cht m chng ta cn phi thc hin. Ti sao chng ta cn tp trung? Vi kinh nghim c nhn, ti xin trch dn ra y 3 l do chnh : +. Ngun lc th c hn trong khi c qu nhiu iu mun lm nh tung thm nhiu sn phm mi cng mt thi im. Ti THP,chng ti tng gp i s nhn vin trong nm 2008 v chng ti lin tc tuyn dng c th trin khai cc k hoch y kht vng ca mnh . Do , Ngi lnh o phi hc cch tp trung vo nhng tng ln hn. Trong thi k bt n nh hin nay, chng ta s phi i mt vi rt nhiu hn ch v ngun lc v chng ta PHI chn la ci no chng ta c th lm tt. + Trong lnh vc Marketing ,Truyn thng v nh v nhn hiu s b yu i do s thiu tp trung. Khi iu ny xy ra, chng ta s khng xy dng c nhn dng thng hiu ( brand identity) tht s. V d , ti c rt nhiu cuc tho lun quyt nh chng ti s thu hp th trng mc tiu v khch hng mc tiu ca cc nhn hiu c th gia tng tnh hiu qu. +Vic trin khai s tt hn khi chng ta bit Tp Trung. Nh khi Tn Hip Pht tung sn phm Tr Tho Mc Dr.Thanh , chng ti c rt nhiu xut v tng v vic thc hin cc hot ng kch hot v nhn bit nhn hiu. Tuy nhin, chng ti quyt nh ch chn nhng chng trnh thit yu c th gy hiu ng mnh. Chng ti tp trung vo cc chng trnh ln xy dng c s hin din hnh nh sn phm v thnghiu cng nh to s th nghim cho khch hng nhiu hn . V d nh tp trung vo chng trnh xy dng thng hiu ti Khu Du Lch i Nam Vn Hin tnh Bnh Dng nhm ti a ha s hin din v dng th sn phm ca Tr Tho Mc Dr. Thanh.
- C th thy vi ng Thanh, chin lc tp trung khng ging nh nhng l thuyt trc y mnh hc, l tp trung vo mt phn khc th trng c th, vy vi chin lc tp trung mi l ny, Tn Hip Pht c thnh cng vi thng hiu tr Dr.Thanh hay khng? 1.2 Chin lc to s khc bit: Tn Hip Pht xy dng nhng khc bit xuyn sut trong qu trnh xy dng sn phm ca mnh : - V sn phm : rt nhiu sn phm ca Tn Hip Pht ang l sn phm tin phong v sc khe trn th trng Vitnam. Tr Xanh ung lin, Tr Barley, Tr Tho Mc Dr.Thanh, Nc Tng Lc Number One l mt trong nhng v d trn th trng. V c bit nc ung vn ng Number One Active... v sn phm Tr Tho Mc Dr.Thanh gy ting vang trn th trng, nay c thm loi khng ng dnh cho ngi khng thch ng. Trong khi nhng ngi khc th sn lng sao chp tng v sn phm. Th THP li tin xa hn trong lnh vc tin phong sn phm mi v c o. Tn Hip Pht, pht trin ring mt b phn Nghin Cu v Pht Trin Sn Phm Mi, u t khng nh vo vic pht trin nhiu hn na cc sn phm mi v tht s khc bit. - V bao b: THP to ra cc loi chai PET, chai thy tinh ti s dng, hp giy Tetra Pak v lon. V d, sn phm nc Tng Lc Number One trong chai nha PET, thun tin v thm nhiu li ch cho ngi tiu dng hn, sn xut sn phm Tr xanh khng ung lin trong mt chai PET tin dng sau khi quan st c s thay i trong phong cch sng ngy cng mang tnh di ng v nhu cu ngy cng ln hn i vi cc sn phm thc ung c li cho sc khe. - V truyn thng : vo s khc bit trong tng sn phm ca THP. Xy dng c l do mua- reason to buy v l do tin reason to believe tht mnh m. i vi iu ny, THP i rt st vi ngi tiu dng. Quan trng hn, THP bin khi nim sn phm thnh mt k hoch qung co tuyt vi v chin dch truyn thng 360.
Trong nm 2008, chng trnh "Chinh phc nh Everest" - mt chin lc tip th quan trng c hoch nh kh lu v chun b k lng ca Ts. Trn Qu Thanh - l s kin mang n nim t ho v hnh din cho Vit Nam khi ln u tin a cc thnh vin ngi Vit n c "nc nh ca th gii". Nh phi hp tt vi gii truyn thng v cng ty t chc s kin, chuyn ti gn 300 chng trnh tng thut trc tip v gin tip v cc hot ng ca on trn truyn hnh, bo ch, nn s kin c qung i qun chng theo di v hng ng T chng trnh ny, cc sn phm ca Tp on Tn Hip Pht nh nc tng lc Number One, nc ung vn ng Number One Active, Tr Xanh Khng ,nc p tri cy Number One Juicie tng mnh v doanh s bn, c ngi tiu dng tin cy v hu nh chim lnh ton th trng. 2. Nghin cu chin lc nh v xy dng thng hiu Dr Thanh. Khch hng mc tiu: Dr. Thanh l sn phm dnh cho mi la tui, mi phn khc th trng Chin lc nh v: tr Dr Thanh tp trung vo chin lc khc bit ha sau khi phn tch cnh tranh, phn tch cc im tng ng v khc bit ca dr Thanh v cc thng hiu cnh tranh khc Phn tch cnh tranh ca Dr Thanh: Hin ti, trn th trng nc ung , c rt nhiu thng hiu cnh tranh vi cc hnh thc, c im khc nhau, nh cc tn tui ln Pepsi, Unilever, Urc ( C2), Tr xanh khng ( Tn Hip Php), Lipton, Nestle So vi cc thng hiu ny, tr Dr Thanh c nhng im tng ng sau y: im tng ng chng loi: u l cc loi nc ung ng chai ( hoc im tng ng cnh tranh: tr tho mc Dr Thanh nm trong loi nc lon) tin li, c th ung ngay ung gii kht, khng gas, c chit xut t cc nguyn liu thin nhin, tt cho sc khe, c th thanh nhit ( nh cc loi thc ung khc tr xanh khng , c2, lipton..)
So vi cc thng hiu ny, tr Dr Thanh c nhng im khc bit l: dr thanh l loi tr tho mc, c chit xut t 9 loi tho mc c tc dng lm thanh nhit, gii c, c v ngon, hp dn , tt cho sc khe. T nhng phn tch trn, tr Dr Thanh c nh v l mt thc ung gii kht Thanh lc c th khng lo b nng 3. Nghin cu cc yu t thng hiu ca Dr Thanh 3.1 Tn thng hiu: L do v vic t tn gi Dr.Thanh, Tn Hip Pht Group a ra li gii thch cng kh l th, th nht "Thanh" y ngha l thanh nhit, thanh khit ng nh cu slogan "thanh lc c th"; th 2 l tn gi trng vi tn ca Tng gim c Trn Qu Thanh. Tn gi c bit ny c l n cha kht vng v mt thng hiu Vit ng cp quc t lun tn ti trong tm huyt ca ngi doanh nhn thnh t ny. y cng l mt ci tn ngn gn, d nh, d i vo tm tr ngi tiu dng. 3.2 Biu trng, biu tng Logos ca tr tho mc Dr Thanh:
Logos vi s hin din ca hnh tin s Trn Qu Thanh c xem nh l mt nt c o: s dng ngay hnh nh ca ngi ng u doanh nghip m bo cho hnh nh ca sn phm cng nh v cht lng ca sn phm i vi khch hng. Chnh iu ny to nn cm gic t m cho khch hng v sn phm l mt nguyn nhn to nn thnh cng v s lng tiu th khi tung sn phm ra th trng.
3.3 Nhn vt Tin s Trn Qu Thanh c xem nh l hnh tng bo tr cho sn phm. 3.4 Khu hiu (slogan) Thanh lc c th, khng lo b nng. Gii nhit cuc sng, n nng, cn th g gii nhit, nh trng tm l nhng ngi hay...b nng, v l sn phm tin phong trong phn khc ny !!!.... Slogan mun gii thiu cho khn gi hiu c b quyt c o tr tho mc Dr.Thanh l sn phm thc ung gii kht nhng c li cho sc khe. Li ch ca vic gii nhit v thanh lc c th t 9 loi tho mc l mt tng cc k mnh m v c o tc ng vo tm l khin ngi tiu dng chp nhn bao gm: 9 loi tho mc qu kim ngn hoa, hoa cc, la hn qu, h kh tho, cam tho, n hoa, hoa mc min, bung lai v tin tho gip gii nhit v thanh lc c th. 3.5 Bao gi
Tr Dr thanh c s k tha trong khu thit k bao b, chai nha PET, dy chuyn sn xut v knh phn phi t cc sn phm khc ca Tn Hip Pht m in hnh l tr xanh khng .Tr Dr Thanh c ng chai trong nhng iu kin sn xut c bit gi li cc cht b dng, c li cho c th. Chai PET ng tr xanh chu c nhit cao v phi chit rt khi cn nng. Ngay thi im ban u, Tn Hip Pht u t ring cho mnh dy chuyn sn xut chai PET ny.
Vi bao b gn nh, bt mt, hnh nh tr tho mc Dr Thanh mu khng nhng gi nh cho ngi tiu dng hnh nh nhng thng hiu truyn thng m cn gp phn a dng cc sn phm thc ung ng chai, gii m bi ton p ng nhu cu gii kht ang bo ha ca ngi tiu dng ni a, hng ti cc thc ung c li cho sc kho.
Mu sc
Ly gam mu v en ch o, vi ngha l mu truyn thng ca phng ng Tuy nhin: nh ta bit c im ni bt ca sn phm tr tho dc Dr Thanh l tnh thanh lc c th, m mu sc c trng ca ngnh hng ny li l mu trng, xanh l gi s du mt, thun khit. Vi bao b mu , gam mu kh bt mt trn k hng nhng thng gn vi nhng sn phm "nng" nh thc n nhanh, tng t, nc tng lc..., Dr.Thanh mun khc ngi gy "sc" ngi tiu dng hay mun to ra s khc bit? 4. Nghin cu cc hot ng Marketing xy dng thng hiu Dr Thanh 4.1Sn phm : Tr tho mc Dr. Thanh l nc gii kht c lm t 9 loi tho mc qu m vua cha cung nh ngy xa vn thng s dng bi b sc khe, vi phng chm thanh lc, gii c c th Dr.Thanh mong mun tr thnh sn phm hng u trong dng sn phm dnh cho sc khe.
Hoa cc vng
Bng lai
Cam tho
H C Tho
Hoa Mc Min
Hoa S
Kim Ngn Hoa
La Hn Qu
Tin Tho
4.2. Gi c : Gi 1 chai Dr thanh khi mi tung ra th trng l chai 350ml gi 6.600 . Mt thng 24 chai gi 22.90$ . y l mt mc gi ko qu cao so vi cng dng gii nhit v thanh lc c th ca n. Nhng trn mt bng th trng nc gii kht ni a th ko phi l r. Dr.Thanh a ra chin lc gi ht vng chp nhong chim lnh th trng, nhng b li Tn Hip Pht phi a mc khuyn mi cao. Vic ny m bo li gp trn n v sn phm mc cao nht, chi nhiu cho vic khuyn mi nhm thuyt phc th trng v ch li sn phm ngay c vi gi cao. 4.3. Xc tin c ng. Ngy 22/12/2008, tr tho mc Dr. Thanh c tung ra th trng, nh vo tm l ngi tiu dng cn c mt loi thc ung b dng cho ngy Tt - l ma tiu dng ln. Thm vo , vi p lc cao ca nn kinh t ton cu ang gp rt nhiu kh khn nn ngi tiu dng c khuynh hng la chn sn phm thng minh hn. y chnh l thi c tt nht Tr Tho Mc Dr. Thanh c tung ra th trng. THP group u t kh ln cho vic sn xut v qung b sn phm, chin lc Marketing cho dng sn phm ny ln n 2 triu USD, trong chi 32 t cho qung co(bao gm ca nhc, t thin, roadshow, m cuc thi hoa hu .). Phn phi tan quc, tp trung u tin HCM v cc tnh ln cn. i ng agency vi 2 tn tui ln l LBC(ph trch strategy design) v O&M(ph trch communications). Cng on nghin cu chin lc pht trin ca sn phm kh ngn: ch ht 2 thng t khi c tng cho n lc ton b cng tc R&D, bao b, thit k v hon thnh. Vi cc qung co c chiu dy c trn VTV vo cc gi vng, qung co vi tn sut lin tc trong my thng tri, lin tc v lin tc trn truyn hnh. i cng vi qung co l chin dch truyn thng 360 . Vi mc tiu truyn thng: - To s gi nh ip khc Nng trong ngi, ung tr Dr.Thanh.
- S nhn bit v li ch sn phm - To s nhn din thng hiu - t c mc tiu trong thi gian ngn nht + Qung co: Trc khi chnh thc c mt trn th trng, tr tho mc Dr Thanh t chc bn hng c nhn ti cc im trung tm nh cng vin, cc t im ca nhc cng vi vic tung ra qung co trn TV. Khu hiu Sp c mt ti Vit Nam li mt ln na em li cm gic t m cho ngi tiu dng. Ri c n khi TVC c pht rm r th tr tho mc Dr Thanh thc s gy c mt hiu ng mnh trn th trng. N to c mt yu t truyn ming mnh m. Tr tho mc Dr Thanh u t rt nhiu cho qung co,phi ni y chnh l mt trong nhng ming ghp quan trong trong vic to nn thnh cng ca tr tho mc Dr Thanh. Cc panner trm xe bus, cc seri bi vit trn nhiu t bo uy tn. Mt xut hin cu tr tho mc Dr.Thanh dy c trong cc bu hi tho, hi ngh, cc hot ng gii tr, cc vt phm trng by ti ca hng... Bn cnh , THP cn tp trung xy dng thng hiu tr tho mc Dr Thanh ti khu du lch i Nam Bnh Dng qung co, print ad y khp. + Khuyn mi: Dr thanh t chc cc hot ng khuyn mi mc cao nhm tng nhp xm nhp th trng. l pht min ph tr tho mc Dr Thanh ti sn vn ng Ph Th cho nhng khn gi ti xem gii ua xe ca YAMAHA. Ni tip thnh cng, Dr Thanh li tung ra thm mt hnh thc khuyn mi na nhm em li nhiu li ch cho ngi tiu dng hn. l vic tng th tch,tit kim 40% gi. + PR:Vic PR cng c THP c bit ch trng v u t nhm to s gn kt vi ngi tiu dng. Bn cnh cc hot ng t thin. Hnh nh chai Dr Thanh xut hin khp mi ni, vi ta ph sng rng khp. Ti cc show truyn hnh, ti cc cuc thi nh thi hoa hu hay l gii ua xe p k nim ngy 30/4 th Dr Thanh xut hin vi vai tr l nh ti tr chnh. Mu ca tr tho mc Dr Thanh dn i vo cng chng gn kt vi cc hot ng v cng ng. Trong vng 1 thng sau khi tung ra sn phm c ph trn 60%. Kt qu, ch sau 3 thng tung ra th trng, tr tho mc Dr Thanh c ng o ngi tiu dng n nhn, sn phm c s tham gia ca 300 nh phn phi, hn 2.000 nhn vin v 1.000 xe ti tham gia
chuyn ch. T sn lng 300.000 chai/ngy nng sn lng ln 600.000 chai/ngy nhng cng ch p ng c 25% nhu cu s dng. Bng nhng hng i ph hp nh trn vi mt quyt tm u t cao cho nhn hiu mi, nn ci tn Dr.Thanh n thi im ny tuy l dng sn phm sinh sau, mun nhng nhanh chng chim c th trng vi tng trng v nhn bit kh cao. Nhn mt cch ton din th Dr thanh tp trung vo khu Marketing ny nht, hiu qu nht vi chin lc qung co rm r. Tm bao ph ca Dr.Thanh bo trm ln ton b cc knh truyn thng nh Truyn hnh TVC, Radio, Bo ch, Internet...nhng chin dch qung co sng to ny gy ra s t m v mt sn phm c th cha c bnh "nng trong ngi". Ngay n by gi tn sut qung co ca Tn Hip Pht vn khin cho nhiu ngi tiu dng, cc doanh nghip ni ngoi vn phi chong ngp v doanh nghip ny "rt chu chi". Bng chng l nm 2008 h l mt trong 5 cng ty c chi ph qung co ln nht Vit Nam; khng u l khng c qung co ca Dr.Thanh hin din. Tt c mi ngi, k c con nt u thuc lu cu slogan ca h v slogan a ra c gi tr ct li ca sn phm v ht sc r rng vi ngi tiu dng : thanh lc c th, khng lo b nng. 4.4. Phn phi Phn phi c khng nh l khu quan trng m doanh nghip cn ch khi mun chim lnh th trng ni a. Nm bt c yu t ny, Dr.Thanh tn dng mng li sn c ca Tr xanh Khng to nn h thng phn phi ph rng, sn sng sn phm tip cn ngi tiu dng khp mi ni. Tr tho mc ca Tin s Trn Qu Thanh duy tr c s hin din khp ni, t thnh ph n nng thn, t knh phn phi truyn thng n hin i.Vo bt c tim tp ha no, gh bt c qun nc no, ngi tiu dng cng c th mua c Dr Thanh.Cn trong siu ththeo kho st ca cng ty nghin cu th trng Nielsen Vit Nam vo thng 8.2009, Dr. Thanh chim n 23% th phn ngnh hng tr ung lin. Tn Hip Pht c h thng nh phn phi(NPP) rng khp trn c nc vi 268 NPP cp 1, iu nyDr.Thanh sc mnh knh phn phi ca Dr Thanh nh th no ri. cho thyNh sn xut Ngi tiu dng
: Nh bn bun
: i l c quyn ca cng ty. : Nh bn l
PHN 4: GII PHP CHO TR DR THANH1. Nhn xt v nhn thc v lin tng ca tr tho mc Dr Thanh:
Sau khi nghin cu gia chin lc xy dng thng hiu ca cng ty Tn Hip Pht i vi tr tho mc Dr Thanh v nghin cu nhn thc v lin tng ca ngi tiu dng i vi tr Dr Thanh, so snh gia 2 vn ny c th thy c n lc ca cng ty i vi vic xy dng thng hiu tr Dr Thanh n tc ng nh th no i vi khch hng, v nhng g m khch hng nhn thc lin tng khc hoc sai, c c nhng hng gii php thch hp. 1.1 V nhn thc thng hiu: Vi cc n lc truyn thng dy c, chi ph b ra nhiu cng vi tn xut s dng cao, Dr Thanh to c nhn thc cho nhiu ngi tiu dng , a phn ngi tiu dng u nhn thc c tr tho mc Dr Thanh, ( 100% vn p vin u bit n tr Dr Thanh). Trong vng 1 thng sau khi tung ra sn phm c ph trn 60%. Vi cc kt qu, ch sau 3 thng tung ra th trng, tr tho mc Dr Thanh c ng o ngi tiu dng n nhn, sn phm c s tham gia ca 300 nh phn phi, hn 2.000 nhn vin v 1.000 xe ti tham gia chuyn ch. T sn lng 300.000 chai/ngy nng sn lng ln 600.000 chai/ngy nhng cng ch p ng c 25% nhu cu s dng. Dr Thanh t c mt s thnh cng khng th chi ci l to c s quan tm, kch thch s t m, mong i ca ngi tiu dng thng qua cc chin dch qung co rm r ca mnh. 1.2 V lin tng thng hiu tr tho mc Dr Thanh Vn p vin c nhng lin tng v thng hiu Dr Thanh ph hp vi nh v ca cng ty a ra v mc ng cng rt cao, l cc lin tng: Thanh lc, gii c Thanh nhit Nguyn liu tho mc Tin tng vo cht lng
Tuy nhin, ngoi nhng lin tng thun li th ngi tiu dng cng coi tr tho mc Dr Thanh l mt sn phm D, CH L HA CHT, a phn l do h khng tin tng vo sn phm , khng tin tng vo cht lng ca cng ty, v mt phn l nhng ngun tin khng c li trn mng v s truyn ming ca mi ngi. Dr Thanh cha hon ton to nim tin cho ngi tiu dng. Mt s ngi sau khi dng th th khng mun s dng sn phm ln th 2. H khng tin rng l tho mc, m l nhng ha cht, thm hng liu. Mt phn khc, Dr Thanh c qu m m khi hng ti mi khch hng, mi la tui. Vic thnh cng i vi mt sn phm m khng c khch hng mc tiu l rt kh khn, nh gi ca khch hng v Dr Thanh khng c nh mong i ca cng ty. H c nhng lin tng khng thun li i vi tr Dr Thanh v y l mt trong nhng thch thc m cng ty cn phi gii quyt v thay i. Thm na, mt sai st nh trong lin tng ca khch hng l khch hng c ngh tr DR Thanh do bc s Thanh to nn, tuy nhin thc cht tr tho mc Dr Thanh l do tin s Thanh bo tr sn phm, ch khng phi l bc s Thanh to ra. 2. Gii php a. Xc nh khch hng mc tiu Dr Thanh nn tp trung vo mt nhm khch hng mc tiu. Dr Thanh khng hng n mt nhm khch hng c th no, do m trong qu trnh trin khai sn phm khng hiu qu Trong qu trnh nghin cu, nhm nhn thy tui t 25 n 45 c nhiu lin tng thun li v Dr Thanh hn so vi cc nhm tui cn li. H l nhm c nhu cu s dng sn phm, v vy cc chng trnh xy dng thng hiu ca cng ty nn nhm vo i tng ny. Khi Dr Thanh xem y l khch hng mc tiu, cng ty s tp trung hn a ra gii php Markeitng hp l, ci thin nhng lin tng khng tt .b. V sn phm:
Cht lng c coi l yu t quyt nh cho s thnh bi ca mt doanh nghip khi tung ra sn phm mi. Dr Thanh trc khi sn phm c tung ra, n to ra mt s k vng, mong i v t m rt ln ca ngi tiu dng, nhng chnh nhng yu t v mt sn phm, lm n b mt
im trong mt ngi tiu dng. Do , theo nhm chng ti, vn ct li l phi ci tin cht lng, to lng tin cho ngi tiu dng. V mi v sn phm, nn thay i v a s ngi tiu dng khng thch v n hi kh ung, ngt va phi s gip cho Dr Thanh l mt sn phm thanh nhit ng ngha. c. Chin dch truyn thng: Truyn thng l cch hu hiu gip cng ty a cc gi tr mnh hng ti nh v trong tm tr khch hng. Cng ty mun t hiu qu cao cc cng c phi phi hp cht ch vi nhau, cng hng n mt mc tiu chung. to c nim tin: Dr Thanh l sn phm tt, c tc dng thanh lc c th t khch hng th theo nhm cng ty nn cc s dng cc cng c truyn thng hiu qu hn. Qung co: Thc hin chin dch qung co vi phng thc mi m hn, hp dn hn to dng long tin vo cht lng sn phm. Xy dng mu qung co tot ln c cng dng ca sn phm PR: Ti tr nhng chng trnh ngha v mang tnh cng ng cao .Qua gia tng s nhn bit ca khch hng v sn phm . Lm cho khch hng tin tng vo Dr Thanh nhiu hn v Dr Thanh s n su vo tim thc ca khch hng v mt sn phm tin phong v tr tho mc c li cho sc khe v v li ch cng ng . Marketing trc tip: Hin nay do s pht trin ca cc phng tin thng tin lin lc, v c nhiu hnh thc c th giao tip vi khch hng. Marketing trc tip mang n nhiu li ch cho khch hng. Vic gi th cho khch hng to tin li cho h ,tit kim thi gian . Ngoi ra c th gi in thoi cho khch hng thng bo cho h bit nhng tin ch m h nhn c khi mua hng vo t khuyn mi . Bn hng c nhn to s ch ca mi khch hng v chuyn ti c nhiu thng tin hn . Bn hng c nhn c th c nhiu tnh nng m ci khc khng th c. Khch hng c th thc mc v nhn vin c gii thch thc mc cho khch hng ,qua y nhn vin bn hng c th gii thiu lm ni bt tnh tng ca sn phm . To c s tin tng i vi khch
hng tim nng . V ti im bn hng trc tip chng ta qung co th rt l hiu qu . Thng ip ti im bn hng trc tip cho php Dr Thanh tip cn vi khch hng ti ng khonh khc vng khi h ang thc hin quyt nh mua hng. Xy dng s hotline gii p thc mc v nhn kin phn hi t khch hng, t ngy cng hon thin hn v dch v . Ch c bit o to i ng chm sc khch hng ny t to dc nim tin t khch hng . H l b mt ca cng ty trc khch hng, nn phi to ra mt b mt thc s chuyn nghip n vi khch hng t trang phc cho n c ch , ging ni phi qua hun luyn o to .