ti

PHN TCH CHIN LC CHIU TH BIA SAPPORO PREMIUMCA CNG TY SAPPORO

GVHD : Ths. Nguyn Hong Chi

SVTH : Trn Th Hng Nhung

TP H Ch Minh, ngy

thng

nm 2015

MC LC

M U

L do chn ti

Th trng bia Vit Nam ang trong giai on pht trin mnh m. Theo bo co ca B Cng Thng, tiu th bia ti Vit Nam tng trung bnh 12% giai on 2006 2010 v d bo tng 13% trong 2011-2015. Nguyn nhn ca s tng trng mnh m l Vit Nam nm trong top 25 nc ung bia khng khip nht th gii, ng th 3 chu v lin tc dn u khu vc ng Nam . Lng tiu th bia nm sau lun cao hn nm trc 15% . Vi sc tiu th y, hin c khong 30 thng hiu bia c mt ti Vit Nam. [3]

Theo tham kho trn cc bo nh VnExpress, VTC News... Th trng bia ti Vit Nam v cng hp dn v th v nh vy thu ht rt nhiu hng bia uy tnh v cht lng trn th gii thm nhp v pht trin. C th k n nh Sapporo, Heineken, Tiger, Carlsberf Mi thng hiu u c mt chin lc thu ht khch hng v khng nh v tr trn th trng. Tuy nhin, cc hng bia cng s gp khng t kh khn khi phi i mt vi cc i gia ca th trng Vit Nam nh Sabeco, Habeco.

Theo bo Doanh nhn Online th cc hng bia ngoi nh Heineken, Sapporo ang gy sc p rt ln ln th trng bia ni. Heineken c nh gi l i th s mt ca hng bia ni ln nht Vit Nam Sabeco. Vi cc chin dch rm r ngay ngy u thm nhp Vit Nam nn Heineken nhanh chng tr thnh hng bia ngoi s mt trong mt ngi tiu dng Vit.

Mc d gia nhp th trng bia ti sm hn Heineken 2 nm, nhng Sapporo khng ch trng nhiu n u t phn phi cng nh vic qung b hnh nh. Do , v tr s 1 dnh cho bia ngoi nhanh chng ri vo tay hng bia Heineken v Sapporo vn l mt ci tn xa l vi ngi tiu dng d i trc n 2 nm. Song trong nhng nm gn y, nhn thy tim nng t th trng bia cao cp c nhu cu rt ln. Sapporo ang dn nh hnh v c nhng bc ngoc ln trong cc chin lc chiu th. iu dn n kt qu n thi im u nm 2015, sn phm ca Sapporo Vit Nam c mt ti 5.000 ca hiu v nh hng, vi 4 loi bia thuc dng Sapporo premium. [4]

c rt nhiu bi nghin cu v phn tch v chin lc chiu th ca Heineken nhm tm hiu yu t dn n thnh cng ca hng bia ny khi thm nhp vo th trng Vit Nam. Ti nhn thy cha c bi phn tch no v chin lc chiu th ca hng bia Sapporo mt hng bia ang m rng th phn mt cch mnh m v ang dn tr thnh i th ng gm ca hng bia Heineken ti tr trng Vit Nam . Trong khi cc hng bia ni ang kh khn trnh nh mt th phn vo tay Heineken, cc hng bia ngoi loay hoay tm v tr cho thng hiu ca mnh, th s thm nhp th trng ca Sapporo vi phn khc cao cp cng vi chin lc bm im bn dn to cho Sapporo chia s "ming bnh" vi Heineken. Thnh cng ca Sapporo cho thy, d c kh khn, nhng vi chin lc r rng th phn khc bia cao cp vn cn c hi cho nhng thng hiu bia c lc.

Vi nhng l do nh trn nn ti chn ti Phn tch chin lc chiu th ca hng bia Sapporo.Mc tiu nghin cu

Nghin cu c s l lun v chin lc chiu th

Nghin cu thc trng chin lc chiu th ca Sapporo ti thnh ph H Ch Minh nm 2014 xut mt s bin php nhm hon thin chin lc

Ni dung nghin cu

Vi mc tiu nghin cu ra, ti nghin cu nhng ni dung ch yu nh sau:

Mt l nghin cu v khi nim Marketing, quy trnh thnh lp mt chin lc marketing, ni dung v bn cht ca Markrting - Mix, khi nim v cc thnh t lin quan n chin lc chiu th. Trong , trnh by v phn tch sau vo ni dung ca cc cng c chiu th, qu trnh pht trin truyn thng v qu trnh thc hin mt chin lc chiu th trong phi thc Marketing - Mix

Hai l phn tch tng quan th trng bia ti Vit Nam hin nay, trong tp trung phn tch tnh hnh tiu th bia v thc trng sn xut kinh doanh bia ca cc cng ty ni v ngoi tiu biu ti Vit Nam. ng thi, gii thiu tng quan v cng ty bia Sapporo ti Vit Nam , trong ch yu phn tch cc yu t vi m v ni vi ca cng ty. Song, ni dung ni bt ca phn ny l phn tch hot ng chiu th ca qu cng ty i vi dng sn phm Sapporo Premium trong nm 2014; trong , c bit nhn mnh qu trnh truyn thng v cc cng c chiu th tiu biu ca Sapporo. Ngoi ra, ti ny cng gi thiu s b v hot ng Marketing-mix ca Sapporro.

Ba l da trn ni dung nghin cu trn, ti nghin cu v xu hng pht trin trong tng lai ca doanh nghip. ng thi trnh by v nh gi cc yu t mi trng marketing i vi doanh nghip bng m hnh SWOT t a ra mt s nhm gii php cho doanh nghip, bao gm nhm gii php hon thin v nhm gii php xut.

i tng v phm vi nghin cu

i tng nghin cu:

Trn c s ni dung nghin cu, ti xc nh i tng nghin cu l Chin lc chiu th ca dng bia Sapporo Premium. Ni dung nghin cu ch yu l dng sn phm bia Sapporo Premium ca hng bia Sapporo.Phm vi nghin cu:Thi gian nghin cu: trong nm 2014a bn nghin cu: a bn Thnh ph H Ch Minh.Phng php nghin cu

Phng php thu thp thng tin:Thu thp thng tin s cp

Thu thp thng tin th cp

Thu thp thng tin ti bn

Quan st

Kho st, phng vn

Phng php thng kPhng php x l thng tinTng hp

Phn tch

Gi tr thc tin

Gi tr thc tin trn c s l lunGi tr thc tin trn thc tinB cc

ti nghin cu bao gm ba phn, vi ni dung cc phn c trnh by c th nh sau:

PHN M U

PHN NI DUNG

Chng 1:C s l lun v chin lc chiu th trong MarketingChng 2: Tng quan v th trng bia ti Vit Nam v Chin lc chiu th ca Sapporo.Chng 3: Gii php v xut

PHN KT LUN

NI DUNG:

Chng 1:C s l lun v chin lc chiu th trong MarketingMarketing v vai tr vi hot ng ca doanh nghip

Mt s thut ng ca marketing

- Nhu cu t nhin (Need): l tnh trng thiu thn ngi ta cm nhn c. Chng hn nhu cu thc phm, qun o, s an ton...

- Mong mun (Want): nhu cu gn vi mong mun, hnh thc biu hin nhu cu t nhin do yu t c tnh v vn ha qui nh.

- Nhu cu c kh nng thanh ton (Demand): l s lng ha c mun trong iu kin thu nhp nht nh.

- Sn phm (Product): bt c ci g a ra th trng to s ch , mua sm v thoa mn nhu cu.

- Gi tr ca khch hng (Customer Value): s nh gi ca khch hng v li ch m sn phm mang n cho h so vi chi ph m h b ra.

- S tha mn (Satisfaction): l trng thi cm xc ca khch hng thng qua vic so snh ch li thc t m h nhn khi s dng sn phm vi nhng k vng ca h v n.

- Trao i (Exchange): hot ng marketing ch xy ra khi ngi ta tin hnh trao i tha mn nhu cu. Trao i l hnh vi nhn t ngi khc mt vt v a li cho h mt vt khc.

- Giao dch (Transaction): l mt cuc trao i mang tnh cht thng mi nhng vt c gi tr. Giao dch l n v o lng c bn ca trao i.

- Th trng (Market): theo quan im marketing, th trng l tp hp khch hng hin c hoc s c (tim nng) c cng nhu cu v sn phm, c kh nng sn sng trao i tha mn nhu cu.

- Marketing: marketing l nhng hot ng ca con ngi lin quan n th trng nhm tha mn nhu cu qua trao i. Ni cch khc, Markeitng l qu trnh m qua c nhn hay t chc c th tha mn nhu cu c mun ca mnh thng qua vic to ra v trao i cc sn phm vi ngi khc.

nh ngha v Marketing

Khi nn kinh t cha pht trin, doanh nghip ch quan tm n vic sn xut nhiu sn phm v thu nhiu li nhun thng qua vic tiu th nhiu sn phm. Do , trong thi k ny, ngi ta quan nim Marketing l hot ng tiu th v bn hng. in hnh nh:

- nh ngha ca John H.Crighton (Australia): Marketing l qu trnh cung cp ng sn phm, ng knh hay lung hng, ng thi gian hay ng v tr

- nh ngha ca Wolfgang J.Koschnick (Dictionary of marketing): Marketng l vic tin hnh cc hot ng kinh doanh c lin quan trc tip n dng hng ha v dch v t ngi sn sut n ngi tiu dng.

Khi nn kinh t pht trin ni chung v hot ng marketing pht trin ni ring, khi nim v marketing c nhng thay i nht nh. Theo , Marketing hin i t s quan tm u tin n khch hng v tha mn nhu cu ca khch hng. Chng ti xin nu ra mt s nh ngha theo quan im hin i nh sau:

- nh ngha ca Peter Drucker: Mc ch ca Marketing khng cn thit y mnh tiu th. Mc ch ca n l nhn bit v hiu khch hng k n mc hng ha hay dch v s p ng ng th hiu ca khch hng v t n c tiu th.

- nh ngha ca William M.Pride: Marketing l qu trnh sng to, phn phi, nh gi, c ng cho sn phm, dch v, tng tha mn nhu nhng mi quan h trao i trong mi trng nng ng.

- nh ngha ca Philip Kotler 1: Marketing l mt qu trnh x hi m trong nhng c nhn hay nhm c th nhn c nhng th m h cn thng qua vic to ra v trao i t do nhng sn phm, dch v c gi tr vi ngi khc.

- nh ngha ca Hip hi Marketing M 2 (American Marketing Association-AMA): Marketing l qu trnh hoch nh v qun l thc hin vic nh gi, chiu th v phn phi cc tng,hng ha, dch v nhm mc ch to ra cc giao dch tha mn mc tiu ca c nhn v t chc

- nh ngha ca vin qun l Malaysia: Marketing l ngh thut kt hp, vn dng cc n lc thit yu nhm khm ph, sng to tha mn v gi ln nhng nhu cu ca khch hng to ra li nhun.

Qua cc nh ngha trn, ta thy marketing l mt khi nim kh tru tng. Tuy nhin, ta c th rt ra mt s c trng thuc v bn cht marketing nh sau:

+ Marketing tc l pht hin ra nhu cu v tm cch tha mn nhu cu . Marketing quan tm n khch hng, mi hot ng ca doanh nghip hng n s tha mn khch hng.

+ la chn chin lc kinh doanh thch hp nhm p ng nhu cu khch hng cn phi thc hin nghin cu th trng, mi trng kinh doanh v hnh vi tiu dng mt cch t m.

+ Marketing cn c s kt hp cht ch cc b phn trong doanh nghip trong vic tm ra nhu cu v phng n tha mn nhu cu khch hng, mang li nhun ti a cho doanh nghip.

Vai tr vi hot ng ca doanh nghip

Trc y, khi nn kinh t th x hi cha pht trin mnh, s cnh tranh trn th trng cha cao; ngi ta xem marketing c vai tr ngang bng vi cc yu t khc ca doanh nghip nh sn xut, ti chnh, nhn s...Theo qu trnh pht trin kinh t x hi, cc doanh nghip nhn thc c vai tr v tm quan trng ca Marketing i vi hot ng ca doanh nghip. Ngy nay, vi vai tr quan trng ca mnh, Marketing tr thnh trit l mi trong kinh doanh. Vai tr ca marketing c th khi qut nh sau:

- Marketing hng dn ngh thut pht hin nhu cu khch hng v ngh thut lm hi lng khch hng; marketing nh hng cho hot ng kinh doanh v to th ch ng cho doanh nghip. Gip cho doanh nghip t hiu qu cao trong hot ng sn xut kinh doanh.

- Marketing l cu ni gip doanh nghip gii quyt tt cc mi quan h v dung ha cc li ch ca doanh nghip, ngi tiu dng v x hi.

- Marketing l mt cng c cnh tranh gip doanh nghip xc lp v tr, uy tnh ca mnh trn th trng. N gip doanh nghip gia tng kh nng cnh tranh qua vic to sn phm khc bit v trnh cnh tranh i u.

- Marketing hoch nh v qun l vic nh gi, chiu th v phn phi cc tng, dch v, hng ha ca doanh nghip, do cc quyt nh khc v cng ngh, ti chnh, nhn lc phn ln u ph thuc vo quyt nh marketing nh sn xut ci g? Sn xut cho ai? Sn xut nh th no? Sn xut bao nhiu? V vy, c th ni marketing gip doanh nghip pht hin nhng c hi th trng v tn dng c hi mt cch hiu qu nht. Do , marketing tr thnh tri tim ca mi hot ng trong doanh nghip.Quy trnh Marketing

Bn cht ca Marketing l tha mn ti a nhu cu ca khch hng, mun thc hin iu ny, marketing cn thc hin nm bc c bn sau:

R -> STP -> MM -> I -> C

R(Research): Nghin cu thng tin marketing

Nghin cu marketing l qu trnh thu thp x l v phn tch thng tin marketing nh thng tin v th trng, ngi tiu dng, mi trng...

Nghin cu marketing gip doanh nghip xc nh c th hiu tiu dng, c hi th trng, khm ph nhiu phn khc v nhm khch hng, chun b nhng iu kin thch hp tham gia vo th trng.

STP (Segmentation, targeting, positioning): phn khc, chn th trng mc tiu, nh v

Da vo kt qu nghin cu marketing trn, doanh nghip phi quyt nh phn khc no, nhm khch hng no l mc tiu s theo ui, s cung cp gi tr vt tri cho h.

la chn chnh xc th trng mc tiu, doanh nghip phi phn on, nh gi cc on th trng, chn th trng ph hp vi kh nng ca mnh. Trong , phn khc th trng l qu trnh phn chia th trng thnh cc b phn th trng (gi l khc th trng) da trn c s nhng im khc bit v nhu cu sn phm, c tnh hoc hnh vi tiu dng ca khch hng. Mt khc, th trng mc tiu bao gm tp hp nhng khch hng c nhng li ch hoc nhng c tnh chung m doanh nghip quyt nh hng s phc v v nhng n lc marketing vo .

to lp nhn thc khc bit trong tm tr khch hng v sn phm/dch v doanh nghip phi tin hnh nh v sn phm. Nh vy, nh v sn phm l nhng n lc marketing xy dng hnh nh sn phm v cng ty c mt v tr khc bit so vi sn phm v cng ty khc trong nhn thc ca khch hng.

MM (Marketing mix): Xy dng chin lc marketing-mix

Da vo th trng mc tiu c la chn, doanh nghip s thit k mt chin lc phi thc marketing (marketing-mix) nh hng v phc v th trng mc tiu .

I (Implementation): Trin khai thc hin chin lc marketing

Qu trnh bin nhng chin lc, k hoch marketing thnh hnh ng c th. chin lc marketing i vo thc t cc doanh nghip s t chc thc hin chin lc thng qua vic xy dng cc chng trnh hnh ng c th, t chc ngun nhn lc thc hin n.

C (Control):Kim tra nh gi chin lc marketing

Thu thp thng tin phn hi t th trng, nh gi, o lng kt qu hot ng marketing c t c mc tiu t ra hay khng. Nu tht bi trong vic thc hin mc tiu ca mnh, doanh nghip cn tm ra nguyn nhn dn n tht bi v thit k hnh ng iu chnh.

Marketing-Mix

Khi nim Marketing-mix

Marketing-mix l s phi hp cc thnh t c th kim sot c m doanh nghip s dng tc ng vo th trng mc tiu nhm t c cc mc tiu hoch nh.

Marketing-mix cn c gi l chnh sch 4Ps - do vit tc 4 ch u ca cc thnh t ( y l quan im ca gio s Jerome McCarthy a ra vo nhng nm 60)

Cc thnh t ca Marketing-mix

Sn phm

Sn phm l nhng th m doanh nghip cung cp cho th trng, quyt nh sn phm bao gm: chng loi, kch c sn phm, cht lng, thit k, bao b, nhn hiu, chc nng, dch v...nhm p n nhu cu khch hng.

Gi c

Gi l khon tin m khch hng b ra s hu v s dng sn phm/dch v, quyt nh v gi bao gm: phng php nh gi, mc gi, chin thut iu chnh gi theo s bin ng ca th trng v ngi tiu dng...

Phn phi

Phn phi l hot ng a sn phm/dch v n tay khch hng, quyt nh phn phi gm cc quyt nh: la chn, thit lp knh phn phi, t chc v qun l knh phn phi, thit lp cc quan h v duy tr quan h vi cc trung gian, vn chuyn, bo qun d tr hng ha...

Chiu th

Chiu th hay cn gi l truyn thng marketing l nhng hot ng nhm thng tin sn phm, thuyt phc v c im ca sn phm, xy dng hnh nh doanh nghip v cc chng trnh khuyn khch tiu dng.

L thuyt lin quan n chin lc chiu th trong Marketing-Mix

Khi nim v chiu th (Promotion)

Promotion l mt thut ng ting Anh c dng ch thnh t th t trong marketing - mix, hin nay n c hiu theo nhiu ngha khc nhau nh xc tin, c ng, truyn thng khuyn mi, chiu th, truyn thng marketing... Trong bo co ny, ti thng nht s dng chiu th khi cp n Promotion.Khi nimChiu th l hot ng thc hin chc nng thng tin ca doanh nghip.

Chin lc chiu th l tp hp cc hot ng thng tin, gii thiu v sn phm, thng hiu, t chc, cc bin php kch thch tiu th nhm t mc tiu truyn thng ca doanh nghip.

Phi thc chiu th (Promotion-mix) l vic phi hp cc cng c chiu th thc hin mc tiu truyn thng p ng vi th trng mc tiu chn.Cc cng c chiu th bao gm :

* Qung co (Advertising)

* Khuyn mi (Sales promotion)

* Giao t (Public relations)

* Cho hng (Personal selling)

* Marketing trc tip (Direct Marketing)

Vai tr ca chiu th Chiu th c vai tr quan trng khng ch i vi doanh nghip m cn c li ch cho ngi tiu dng v x hi. Tuy nhin, ph hp vi ti, trong bo co ny ti xin nhn mnh v trnh by vai tr ca chiu th i vi doanh nghip.

i vi doanh nghip, ng vi mi cng c, chiu th c vai tr nh sau:

- L cng c cnh tranh gip doanh nghip xm nhp th trng mi, bo v v duy tr th phn.

- Gip ci thin doanh s, iu chnh nhu cu th trng, tm khch hng mi.

- Cng c truyn thng gii thiu sn phm, doanh nghip v h tr cho chin lc nh v.

- To s thun tin cho phn phi, thit lp quan h v khuyn khch trung gian phn phi.

- Gip xy dng hnh hnh tch cc ca doanh nghip i vi cc nhm cng chng, gii quyt nhng khng hong tin tc xu, to s kin thu ht s ch .

Chc nng ca chiu th

Chiu th thc hin cc chc nng sau:

* Thng tin: gii thiu, thuyt phc, nhc nh.

* Kch thch: khuyn khch ngi tiu dng, trung gian, nhn vin bn hng.

* Lin kt, to quan h: Lin kt thit lp mi quan h gia nh sn xut, nh phn phi, ngi tiu dng v cc nhm cng chng.

Cc cng c chiu th

Qung co

a. Khi nim

C rt nhiu nh ngha v qung co, tiu biu nh:Theo Robert Leduc Qung co l tt c nhng phng tin thng tin thuyt phc qun chng mua mt mn hng hay mt dch v.Theo hip hi tip th Hoa K AMA (American Marketing Association) nh ngha qung co l s truyn thng khng trc tip ca hng ha dch v hay t tng m ngi ta phi tr tin nhn bit ngi qung co.

Nh vy c th nh ngha : Qung co l nhng hnh thc trnh by gin tip hay khuch trng tng, sn phm hay dch v c ngi bo tr nht nh tr tin.

b. Chc nng ca qung co

-Thng tin: thng tin v doanh nghip, c im sn phm, gi c cht lng, a im phn phi...

- Thuyt phc: tc ng n tm l ca ngi nhn tin, lm thay i nhn thc ca h i vi sn phm, thuyt phc h i n mt hnh ng c th.

- Nhc nh: i vi cc nhn hiu c uy tn, qung co nhm nhc nh khch hng v s tn ti ca sn phm, duy tr nim tin ca h i vi nhn hiu.

c. Cc phng tin thng tin qung co

Phng tin truyn thngu imNhc im

Bo ch Linh hot, kp thi, bao qut c th trng, nhiu ngi chp nhn, tin cy caoThi gian tn ti ngn, cht lng ti hin km, t ngi c

RadioKh nng bao qut th trng cao.

Thnh gi c tnh chn lc tng i.

Chi ph qung co v sn xut thp.

Linh ng v khu vc a l.Mc ch thp v ch c m thanh.

C tnh a phng.

Thi gian ngn.

Truyn hnhBao qut th trng cao.

Sng ng do kt hp tt gia hnh nh, m thanh, mu sc.

Hp dn th v ngi xem.

Chi ph mt ln tip xc thpTnh chn lc khn gi thp.

C th nhm chn v b qua.

Thi gian tn ti ngn.

Cnh tranh cao gia cc qung co.

Chi ph cao.

Qung co ngoi triTo n tng nh kch thc mu sc hnh nh, t cnh tranh.

Thi gian tn ti cao

Chi ph thp.Hn ch thng tin qung co.

Qun l khng cht ch s nh hng n m quan th.

Khng chn lc khn gi.

Th trc tipKhn gi c tnh chn lc cao.

Linh ng.

Khng chu tc ng cnh tranh.

Mang tnh cht cc nhn.Tng i t tin.

i tng d b qua hoc t ch thng tin.

Cp nht thng tin kh.

Qung co qua mngThng tin truyn nhanh rng, tng tc tt.

Tnh la chn cao, chi ph thp.

D o lng s ngi lt qua trang web, bng qung co.

L phng tin ang c a chung.Hn ch bi lng khch hng s dng mng.

Xu hng gia tng chi ph.

Thng ip d b khch hng lt qua.

d. Xy dng k hoch qung co theo m hnh 5M

c mt qung co nh mun, doanh nghip cn quyt nh qung co da trn 5 ch M ca qung co, l: Mission- mc tiu, Mesages-thng ip, Media-phng tin truyn thng, Money-tin, Measurement-nh gi kt qu.

* Xc nh mc tiu qung co (Mission)

Mc tiu qung co l nhim v thng tin m qung co phi thc hin. Mc tiu qung co c th l : to s nhn thc v nhn, thng tin gii thiu v sn phm mi, thuyt phc v c im ca sn phm, khuyn khch ngi tiu dng mua sn phm...

Nh vy, qung co c th c mt trong s bn nhim v, l: thng tin, thuyt phc, nhc nh, hoc cng c thm quyt nh mua hng. Vi mt sn phm mi, doanh nghip nn thng tin hoc thuyt phc. Cn vi mt sn phm c th ch nn nhc nh khch hng. V vi sn phm mi, qung co ca doanh nghip nn trn an v cng c quyt nh mua hng ca khch hng.

* Xc nh ngn sch (Money)Ngn sch dnh cho cc hot ng qung co ng vai tr quan trng trong hoch nh k hoch qung co. Nh marketing phi xc nh ngn sch dnh cho qung co da trn tnh ton t nhng quyt nh mc tip cn, tn xut sut hin v tc ng vi mc gi no. Ngn sch ny phi tnh vic cng ty phi tr tin qung co v cc chi ph khc.

Nh marketing c th xc nh ngn sch theo kh nng ti chnh ca mnh. Phng php ny tnh theo phn trm doanh s ca nm trc hoc doanh s k hoch.Mt cch xc nh ngn sch khc nh tnh theo phng php cn bng cnh tranh v phng php theo mc tiu v cng vic thc hin. So vi hai phng php trc, hai phng php ny khc phc c nhc im ca hai phng php trn, c xem xt yu t cnh tranh v bo m cho doanh nghip gi s n nh v th phn v t mc tiu truyn thng.

* La chn phng tin qung co (Media)Nh marketing chn phng tin qung co phi da trn kh nng vn ti th trng mc tiu mt cch hiu qu nht. Nh marketing nn lm vic vi b phn phng tin truyn thng ca hng qung co nhn nh xem phm vi tn sut, cng , v tc ng ca chin dch qung co s t ti mc no. Phm vi qung co chnh l s khch hng cn truyn tin n h. Tn sut chnh l tn sut xut hin qung co. V cng l mc gy n tng ca qung co.

Nh vy, chn phng tin thch hp cn xem xt cc yu t:

- mc tiu qung co

- chu k sng ca sn phm - PLC

- tnh hnh cnh tranh

- c im ca phng tin: i tng, phm vi pht hnh, chi ph phn ngn v uy tnh phng tin.

* Thit k thng ip qung co (Messages)

Thng ip phi truyn t gi tr c bit ca hng ha bng li l v hnh nh. Tuy nhin, khng phi v ni ln nhng kha cnh c o, khc bit ca sn phm doanh nghip so vi nhng sn phm khc m qung co ca doanh nghip v nn nhng gic m khng c tht cho ngi tiu dng. ng bao gi vit ra mt mu qung co m bn khng mun ngi trong gia nh bn c. Bn khng ni di v mnh. Vy cng ng ni iu vi ti. (David Ogilvy)

Thng ip to sc ht cho mu qung co, nhng phi m bo yu cu:

- Qung co phi c tng r rng (lm khch hng ch ).

- c o, sng to (Lm khch hng thch th n tng).

- Nhm n khch hng mc tiu.

- Bo m tnh ngh thut, m thut trong cu trc v trnh by.

- Thng ip phi ph hp vi c im vn ha, quy nh php l ca Nh nc.

* o lng hiu qu qung co (Measurement)

nh gi hiu qu qung co bng kho st, nghin cu th trng sau chin dch qung co bit c mc tip nhn qung co, nhng hiu bit, n tng qua thng ip v nhng thay i v hnh vi di tc ng ca qung co.

Khuyn mi

a. Khi nim

Khuyn mi l tp hp cc k thut nhm to s khch l ngn hn, thc y khch hng hoc cc trung gian mua ngay, mua nhiu hn v mua thng xuyn hn.

Khuyn mi bao gm rt nhiu cng c c ng nhm kch thch th trng p ng mnh hn v nhanh chng hn. Cc cng c ny l kch thch khch hng (tng hng mu, phiu thng, tr li tin, bn i h gi, phn thng, t chc cuc thi, phiu tng hng, trnh din), kch thch thng mi (tr cp mua, qu min ph, tr cp bn hng, qung co hp tc, thi ua doanh s cc i l) v kch thch nhn vin bn hng (tin thng, thi ua, so snh doanh s).

b. Nhng quyt nh ch yu v khuyn mi

* Xc lp mc tiu khuyn mi

- Mc tiu khuyn mi ngi tiu dng

+ Kch thch ngi tiu dng dng th v mua sn phm mi.

+ Kch thch tiu dng nhng sn phm ang bn.

+ Khuyn khch ngi tiu dng gn b trung thnh vi nhn hiu.

+ Bo v khch hng hin ti ca doanh nghip.

+ Phi hp v lm tng hiu qu ca qung co.

- Mc tiu khuyn mi thng mi

+ Xy dng m rng mng li phn phi v h tr sn phm mi.

+ Nng cao hnh nh v h tr cho sn phm ang tiu th.

+ Khuyn khch ngi bn l trng by s tr.

+ Cng c v duy tr mi quan h vi cc trung gian v nhn vin bn hng.

* La chn cng c khuyn mi

- Cng c khuyn mi ngi tiu dng

+ Hng mu (Sampling): nhng cng hin cho ngi tiu th s lng dng th mt sn phm. Hng mu gm c: hng tng khng, tnh gi tng trng ly li ph tn.

+ Phiu gim gi (Couponing): l phiu xc nhn gim gi hay bn gi u i do nh phn phi, nh sn xut cung cp v c hon li ti im bn l.

+ Qu tng khi mua sn phm (Premiums) l nhng mn hng c biu khng hay bn vi gi u i cho ngi mua hng khuyn khch h mua mt loi sn phm no .

+ Thi: i hi ngi tham gia phi dng mt k nng no nh gi so vi ngi khc.

+ X s: l cc tr chi may ri, khng yu cu ngi tham d c k nng.

+ u i ngi tiu dng (Refunds/Rebates): nh gim gi trc tip, thng thm hng, hon tin, hoc phi hp cc hnh thc u i.

- Cng c khuyn mi thng mi

+ Hi thi bn hng (Contest): nhm tng ng lc v nng sut ca lc lng bn hng, cc trung gian v ngi bn l thng qua nhng hnh thc: thng bng tin mt, sn phm, ghi nhn thnh tch...

+ Tr cp thng mi (Trade Allowances): nh tr cp mua hng, tr cp trng by

+ Qu tng: trung gian nhn c mt s hng min ph cho vic mua sn phm theo s lng m nh sn xut t ra.

* Xy dng chng trnh khuyn mi

Ngi lm marketing phi c thm mt s quyt nh nh r ton b chng trnh khuyn mi, lin quan n mt s vn sau:

- Quy m kch thch: phi t mt mc ti thiu no c th trin khai chng trnh thnh cng. Kch thch cng nhiu th kt qu doanh s cng tng nhng vi tc gim dn.

- iu kin tham gia: nhng cuc kch thch c th dnh cho mi ngi hoc nhng nhm tuyn chn no .

- Phng tin phn pht cho vic khuyn mi: hnh thc ph bin chng trnh khuyn mi cng cn c la chn thch hp. Nhng phiu thng tr bt mt khong cc ph nh c th c phn phi ti ca hng bu in, gi trong mn hng... Mi hnh thc ph bin chng trnh khuyn mi s i hi nhng khon chi ph khc nhau.

- Thi hn khuyn mi: nu thi hn qu ngn nhiu khch hng tng lai s khng kp tham gia. Nu thi hn qu di th chng trnh s mt dn tnh thc y lm ngay.

- Chi ph cho khuyn mi: c th tnh theo hai cch. Th nht c th chn nhng hot ng y mnh tiu th v nh gi tng chi ph ca n. Th hai l trch mt t l phn trm quy nh t tng kinh ph chi cho hot ng khuyn mi.

* T chc thc hin, kim tra v nh gi kt qu khuyn mi

cc chng trnh khuyn mi thc thi mt cch hiu qu, cn chun b cc k hoch thc hin v kim tra cho tng bin php. K hoach thc hin phi tnh c thi gian chun b v thi gian bn hng.

Giao t (Public relations-PR)a.Khi nim

Cng chng ca mt doanh nghip l tt c nhng t chc v c nhn c lin quan n s thnh cng ca doanh nghip. Bao gm: khch hng, c quan qun l nh nc, gii truyn thng, cc t chc x hi, cng ng dn c, cc nh u t, nhn vin.

Da trn khi nim ny ta c khi nim v giao t.

Giao t l hot ng nhm xy dng mi quan h tt p vi cng chng bng vic s dng cc phng tin truyn thng a thng tin v hot ng ca doanh nghip. Ni cch khc, giao t c chc nng qun l gip xy dng v duy tr mi quan h cng c li gia mt doanh nghip v cng chng ca n.

b. Cc hnh thc PR:

Hot ng giao t c thc hin thng qua cc hnh thc sau:

- Thng co bo ch: a cc thng tin v hot ng ca n v bo ch a tin.

- Hp bo: tuyn b, lm r vn m cng chng quan tm, ci chnh tin tc xu.

- Ti tr: cho hot ng vn ha, th thao, gio dc, y t, nhn o...

- T chc s kin (event) nhn cc ngy trng i ca doanh nghip nh k nim ngy thnh lp, khai trng ng th, gii thiu sn phm... Hay cc l hi ca quc gia.

- Vn ng hnh lang: hot ng giao tip vi chnh quyn vn ng ng h cho mt sc lut hay qui nh no .

- Dn dng sn phm

- Cc hnh thc khc nh thnh lp cu lc b, thit k phng tin nhn dng ca doanh nghip...

Cho hng c nhn (Personal selling)Nhng vn lin quan n cho hng c nhn

* Khi nim:

Cho hng c nhn l hnh thc truyn thng trc tip gia nhn vin bn hng v khch hng tim nng nhm gii thiu v thuyt phc h quan tm hoc mua sn phm.

* Vai tr:

Cho hng c nhn l mt phn ca chiu th. Mc ch ca vic bn hng khng ch n thun nhm bn c mn hng m cn cn bao hm nhiu mc ch khc nh:

- Gip tim kim khch hng tim nng.

- Thng tin, gii thiu sn phm n ngi tiu dng.

- Thu nhp thng tin v nhu cu khch hng.

- Gip khch hng trong vic la chn sn phm.

- Quan h, phc v tt lu gi khch hng.

*Nhim v:

- Tim kim khch hng tim nng.

- Thng tin gii thiu sn phm.

- Thuyt phc khch hng quan tm v mua sn phm.

- Thc hin cc n t hng.

- Thu thp thng tin v nhu cu khch hng v i th cnh tranh.

b. Nhng yu cu v kh nng ca nhn vin cho hng

* Hiu bit v sn phm: hiu r sn phm, c im, tnh nng, cng dng, cht lng sn phm.

* Hiu bit v doanh nghip: Hiu r ngun gc doanh nghip, lch s, trit l kinh doanh ca doanh nghip.

* Hiu bit v khch hng: Hiu r c im, ng c, nhu cu ca khch hng.

* Hiu bit v th trng v i th: c im v tp qun mua bn ca th trng. im mnh, im yu ca i th cnh tranh trn th trng.

c. Qui trnh cho bn hng

t c mc tiu khi cho hng, nhn vin cho hng phi tin hnh cc bc cho hng theo qui trnh sau y:

* Thm d v nh gi khch hng c trin vng

* Chun b tip cn khch hng

* Tip cn khch hng

* Gii thiu thuyt minh mn hng

* ng x nhng khc t ca khch hng

* Kt thc thng v

* Kim tra, gim st: bo m khch hng tha mn n t hng hay khng.

Marketing trc tip (Direct marketing)a. Nhng vn lin quan n marketing trc tip

* Khi nim

Marketing trc tip l phng thc truyn thng trc tip m doanh nghip s dng tip cn khch hng mc tiu cc phn khc nh, mong mun to ra cc p ng tc th.Cc p ng ny di hnh nhiu hnh thc nh: mt yu cu, mua hng, gi phiu...

* Vai tr

Marketing trc tip ngy cng pht trin mnh do cc l do sau:

- Doanh nghip c xu hng chuyn t giao tip i chng sang giao tip c nhn.

- Doanh nghip mun thit lp quan h vi khch hng.

- To cho khch hng s thun tin, thng tin chi tit khi mua sm.

- Quan im gi khch hng c bao gi cng t tn km hn tm khch hng mi.

- S bng n v pht trin cc phng tin truyn thng in t v phng tin truyn thng c nhn ( in thoi, my tnh...) to s d dng cho khch hng mua sm.

- S thay i trong x hi: ph n i lm nhiu hn, thu nhp gia tng, quan tm n hot ng dch v, gii tr chm sc sc khe... Cn gim thiu thi gian mua sm.

- Vic thit lp c s d liu v khch hng kh d dng vi s tr gip ca my tnh. S lng ngi s dng internet ngy cng tng v bng n to c hi cho vic pht trin cc hnh thc thng mi in t, marketing trc tip.

- Vai tr ca marketing trc tip trong hot ng chiu th ngy cng tng. Do cnh tranh mnh m, doanh nghip c xu hng s dng kt hp marketing trc tip vi cc cng c khc ca chiu th, qung co, khuyn mi, tuyn truyn, cho hng c nhn.

* Mc tiu ca marketing trc tip

- Tm kim nhng p ng trc tip.

- Nhm xy dng hnh nh, duy tr s tha mn cho khch hng.

- Bn nhiu mn hng kch thch vic mua lp li.

b. Cc hnh thc ca marketing trc tip

* Qung co p ng trc tipL mt dng qung co nhng c i tng xc nh v t mc tiu to nhng p ng tc thi.

* Th cho hng

Hnh thc cho hng qua cc phng tin truyn thng nh fax mail, e-mail, voice mail, tin nhn trn in thoi di ng...

* Direct mail

n phm gi trc tip n khch hng qua bu in nh catalogue, brochure, leaflet...hoc bng video, cd-rom, dvd gii thiu chi tit v sn phm/doanh nghip.

* Marketing trc tuyn

L hnh thc truyn thng ti khch hng thng qua tng tc trc tuyn vi h thng my vi tnh (Marketing online).

Marketing trc tuyn ang ngy cng pht trin vi tc pht trin ca cng ngh thng tin v s dng ph bin internet trn ton cu.

C hia hnh thc marketing trc tuyn: dch v thng mi trc tuyn v internet. Trong , dch v thng mi trc tuyn bao gm dch v thng mi trc tuyn, dch v cung cp thng tin trc tuyn v dch v marketing ti ngi ng k v h tr chi ph hng thng. Cn internet hin l knh marketing trc tuyn ch yu, doanh nghip thit k trang web ring ca mnh cha nhng thng tin sn phm v doanh nghip. Ngi s dng internet c th s dng cc trnh duyt ph bin truy cp, tm hiu thng tin, trao i v t hng.Truyn thng Marketing tng hp ( IMC-Integrated marketing communications)Nhng vn lin quan n truyn thng Marketing tng hp

* Khi nim

Hip hi cc i l qung co M (4As) a ra nh ngha v IMC nh sau:

Truyn thng marketing tng hp (IMC) l khi nim v s hoch nh truyn thng marketing nhm xc nh gi tr gia tng ca mt k hoch tng hp, nh gi vai tr chin lc ca cc thnh phn khc nhau trong truyn thng nh: qung co, khuyn mi, giao t, cho hng, marketing trc tip v s kt hp cc thnh phn ny to ra mt s truyn thng r rng nht qun, hiu qu ti a.

* Vai tr ca truyn thng marketing tng hp

- L cng c thc hin chc nng truyn thng, p ng nhu cu khch hng.

- Phi hp cc cng c khch trong marketing - mix t mc tiu markeitng.

- L cng c cnh tranh trong kinh doanh: gia tng gi tr sn phm, thng tin, xy dng nhn thc v sn phm, nng cao uy tn nhn hiu, duy tr nim vui, thi tt p ca cng chng v cng ty...

* Chc nng ca truyn thng marketing tng hp

- Thng tin v li th sn phm

- Thit lp s nhn thc v thi thun li i vi sn phm, cng ty.

- To s a thch nhn hiu.

- Tng s lng bn hin ti.

- Cng c hot ng phn phi ti im bn l.

- t s hp tc t cc trung gian v lc lng bn hng.

- ng vin lc lng bn hng.

- Xy dng hnh nh tt v cng ty.

b. Phi thc truyn thng - Cng c ca truyn thng marketing tng hp (IMC)

Trong th trng mc tiu, ngoi cung cp sn phm, dch v thch hp, gi c cnh tranh, phn phi thun li cho khch hng, doanh nghip cn phi lp phi thc truyn thng thch hp (Promotion-mix).

Chin lc phi thc truyn thng bao gm s kt hp cht ch cng lc nhiu yu t nh: qung co, quan h cng chng, qung b, khuyn th (khuyn mi, khuyn mi), bn hng c nhn, bn hng qua in thoi (International trade exhibition), phi on thng mi (Trade mission), hi ch thng mi quc t (International trade fair) v trin lm thng mi quc t (International trade exhibition). Ty theo iu kin v mi trng kinh doanh ca doanh nghip chn cc yu t kt hp trong phi thc truyn thng sao cho ph hp hiu qu.

5 cng c in hnh ca truyn thng marketing tng hp (IMC)

- Qung co (Advertising)

- Khuyn mi (Sale promotion)

- Giao t (Public relations)

- Cho hng c nhn (Personal selling)

- Marketing trc tip (Direct marketing)

M hnh truyn thng

Khi nim qu trnh truyn thngL qu trnh thit lp s thong hiu gia ngi gi v ngi nhn thng tin.

Qu trnh truyn thng ch xy ra khi c suy ngh chung gia hai bn. thnh cng trong chiu th phi hiu r qu trnh truyn thng, cc yu t ca qu trnh truyn thng, hiu ngha ca nhng hnh nh, t ng v bit chng c nh hng th no i vi qu trnh gii thch v hiu thng ip ca ngi nhn.

M hnh qu trnh truyn thng

* Cc thut ng trn m hnh qu trnh truyn thng:

STTThut ng ngha

1Ngi gi (ngun pht-sender)L c nhn hay t chc c thng tin mun chia s, phn pht thng tin ca mnh ti mt c nhn hay nhiu ngi khc. (v d: nhn vin cho hng, pht ngn vin...)

2M ha (Encoding)L chn la nhng t ng, biu tng, hnh nh... trnh by thng ip, tng trng ha cc tng hay thng tin

3Thng ip (Message)Qu trnh m ha to ra thng ip cha thng tin c ngha m ngun pht mun chuyn ti. Thng ip ny c th c din t bng li hay khng phi bng li, hnh nh, ch vit hay c th l biu tng.

4Phng tin (Media)L knh truyn thng qua thng ip c truyn i t ngun pht n i tng nhn. C hai loi knh truyn thng l trc tip v gin tip. Knh trc tip (knh c nhn) l knh c tip xc trc tip mt i mt vi c nhn hay nhm khch hng mc tiu. Knh gin tip (phi c nhn) khng c s tip xc trc tip gia ngi gi v i tng nhn. Thng ip c gi n cc i tng cng mt lc n cc i tng qua cc phng tin truyn thng.

5Gii m (Decoding)L qu trnh chuyn thng ip c m ha ca ngi gi thnh ngha. Qu trnh ny b nh hng mnh bi kinh nghim, nhn thc, thi ca ngi nhn.

6Ngi nhn (Receiver)L ngi m ngi gi mun chia s phn pht thng tin ti.

7p ng (Respones)p ng l tp hp nhng phn ng ca ngi nhn sau khi thy, nghe, hoc c thng tin.

8 Phn hi (Feedback)L mt phn p ng ca ngi nhn sau khi thy, nghe, hoc c thng ip c thng tin tr li cho ngi gi.

9Nhiu (Noise)Trong sut qu trnh truyn thng, thng ip cn chu nh hng ca cc yu t khng mong i, n c th bp mo thng ip hay cn tr i tng nhn thng ip. Nhng mo m hay cn tr ny c gi l nhiu.

Qui trnh pht trin chin lc chiu th (Promotion)

pht trin c hiu qu mt chng trnh truyn thng marketing i hi xem xt cc bc sau: xc nh khch hng mc tiu, xc nh mc tiu truyn thng, thit k thng ip, la chn phng tin thch hp vi thng ip v tp hp thng tin phn hi.

Xc nh i tng mc tiu

Qu trnh truyn thng bt u bng vic xc nh i tng mc tiu. Trong , i tng mc tiu c th l khch hng tim nng hoc khch hng hin ti, c th l ngi ra quyt nh mua hoc l ngi gy nh hng, c th l mt c nhn, mt nhm hay t chc, nhm cng chng no .

Cc quyt nh giai on ny s nh hng mnh n cc quyt inh khc nh: thng ip s ni g? Ni khi no? u? Ai s ni ?

Xc nh mc tiu truyn thng

Xc nh mc tiu truyn thng l xc nh nhng phn ng m ta mun c i tng.

Mc tiu truyn thng thng gn lin vi mc tiu marketing v mc tiu cui cng thng gn vi hnh vi mua hng. Tuy nhin cn phn bit mc tiu truyn thng v mc tiu marketing. Mc tiu marketing cp n ci m chng ta cn t c bng chng trnh marketing tng hp, c th l doanh s, th phn, li nhun. Trong khi mc tiu truyn thng kin quan n ci m cng ty cn t c bng chng trnh chiu th.

Mc tiu c th l hiu qu truyn thng, c th to nhn thc v sn phm hoc thuc tnh li ch sn phm, to n tng, hnh nh pht trin thi a thch i vi sn phm, to s quan tm mua sn phm. Mc tiu truyn thng l kim ch nam pht trin chin lc truyn thng marketing cng nh trin khai cc k hoch c th ca phi thc truyn thng.

Khi truyn thng, cn bit chnh xc ngi tiu dng ang v tr no trong qu trnh sn sng mua. Ngi tiu dng c th ri vo bt k giai on no ca qu trnh ny, ty vo giai on m ngi truyn thng t ra cc mc tiu truyn thch hp.

Thit k thng ip

Thng ip trc ht phi gii quyt mc tiu truyn thng xc nh, phi ph hp vi i tng truyn thng.

Thit k thng ip cn gii quyt ba vn sau:

a.Ni dung thng ip

Phi th hin mt tng, c trung ni bt no thng tin thuyt phc i tng.

C th s dng cc phng php thu ht to tng cho thng ip, c th thu ht l tr (rational appeals) hoc cm xc (emotional appeals).

b. Cu trc ca thng ip

Phi gii quyt ba vn sau:

- C nn a ra kt lun cho i tng khng?

- Nn trnh by mt mt ca vn (im mnh) hay c hai mt (im mnh, im yu)

- Trnh by im mnh u tin hay sau cng?

c. Hnh thc ca thng ip

Thng ip c truyn n cc i tng thng qua nhng knh pht/phng tin khc nhau, ty vo mi phng tin m hnh thc phng tin s khc nhau. Phng tin in n phi phi hp hi ha hnh nh, tiu , li thuyt minh, mu sc, ch n cc nguyn tc trnh by. Phng tin truyn thng hnh cn chn lc yu t hnh nh, m thanh, ging ni...

La chn phng tin truyn thng

C hai knh truyn thng la chn:

* Truyn thng c nhn

L dng truyn thng trc tip, i mt vi i tng mc tiu. Hnh thc truyn thng ch yu l cho hng c nhn.

* Truyn thng phi c nhn

Cc thng ip truyn thng c truyn i khng thng qua qu trnh tip xc trc tip gia ngi gi v ngi nhn. Hnh thc truyn thng ch yu l qung co, giao t, marketing trc tip.

Tip nhn thng tin phn hi

nh gi hiu qu cc chng trnh truyn thng marketing phi tin hnh cuc kho st chuyn su nhm vo cc i tng ca k hoch truyn thng, t thng tin phn hi c th iu chnh cho nhng k hoch k sau.

Cc phi thc chiu th

Loi sn phm kinh doanh

Vai tr ca cc cng c truyn thng khc nhau ty theo loi sn phm hay loi th trng.

H. Vai tr ca cc cng c chiu th i vi hng tiu dng v hng cng nghip.

Chin lc y ko

thc hin vic tiu th sn phm, cc doanh nghip thng s dng chin lc y hoc chin lc ko hoc kt hp c hai chin lc ny.

a.Chin lc y (push strategy)

* Ni dung- a sn phm vo cc knh tiu th bng vic s dng qung co.

- C cc chng trnh khch l dnh cho trung gian v nhn vin cho hng tc ng v y sn phm vo knh phn phi.

- Cc hot ng chiu th tp trung vo cc trung gian nhm thng tin v thuyt phc i tng ny. Sau , cc trung gian s tip tc thng tin n khch hng.

- Cng c khuyn mi thng mi, cho hng ca nhn thng c hiu qu cao.

b.Chin lc ko (pull strategy)

* Ni dung

- Cc chin lc chiu th to s ch v hnh thnh nhu cu ni ngi tiu dng, v vy, h yu cu nh phn phi (cc trung gian) bn hng cho h; t , to ra sc ht sn phm v pha nh sn xut.

- Hot ng chiu th tp trung vo cc hot ng truyn thng, qung co khuyn mi n ngi tiu dng.

- Cc cng c nh qung co, PR s mang li hiu qu cao.

Trng thi trong giai on sn dng mua ca khch hng

H. Cc giai on sn sng ca ngi mua

Hiu qu ca cc cng c chiu th cng ph thuc vo qu trnh sn sng ca ngi mua.

Da vo m hnh trn ta c

- giai on u ca qu trnh, qung co v giao t c li th hn to nhn thc v u thch.

- Trong nhng giai on sau, khi khch hng tin v mua sn phm th khuyn mi, cho hng, qung co nhc nh li c hiu qu cao hn.

Chu k sng sn phm

H. Chu k sng sn phm (PLC-Product life cycle)Chu k sng ca sn phm l thut ng m t s bin i ca sn lng v doanh s trong cc giai on khc nhau ca qu trnh kinh doanh sn phm k t lc sn phm c gii thiu cho n khi rt kh th trng.

V c bn chu k sng ca sn phm tri qua 4 giai on nh trn hnh, mi giai on khc nhau trong chu k sng sn phm i hi s dng cng c chiu th thch hp, tnh hiu qu ca cc cng c cng thay i theo cc giai on ca chu k sn phm.

Sau y l mt s nh gi v hiu qu ca cc cng c chiu th cc giai on ca chu k sn phm.

- Giai on gii thiu: y l giai on m sn phm bt u c tung ra, do cn tp trung a ra gii php sn phm c th thm nhp th trng. iu ny i hi doanh nghip cn y mnh hot ng chiu th thng tin v gia tng mc nhn bit ca khch hng. V vy, trong giai on ny, qung co, PR c hiu qu cao nht, k n l khuyn mi v cho hng.

- Giai on pht trin: giai on ny, sn phm tiu th tng mnh do th trng chp nhn sn phm mi, tuy nhin cnh tranh trn th trng cng bt u tng. Do , qung co v PR cn duy tr bo m gia tng doanh s.

- Giai on chnh mui: y l giai on n nh ca qu trnh kinh doanh sn phm, sn lng tiu th v doanh thu t ti a, tuy nhin mc tng trng rt chm do nhu cu tiu th mc bo ha. Sn phm tiu th chm dn n cnh tranh din ra mnh m. tip tc duy tr kh nng cnh tranh v pht trin hot ng kinh doanh , khuyn mi l cng c pht huy hiu qu cao hn so vi cc cng c khc.

- Giai on suy thoi: y l lc khi lng sn phm tiu th v gim st mt cch nghim trng. trnh bt li, nn duy tr qung co v c mc tiu nhc nh, khuyn mi vn pht huy tc dng tiu th nhanh chng sn phm.

Tiu kt chng 1

Sau khi nghin cu cc c s l lun trn, ti rt ra c mt s ni dung ni bt sau y:

Th nht, chiu th l mt thnh t trong marketing - mix , n thc hin chc nng truyn thng v h tr cho cc thnh t khc trong marketing mix, gip cng ty thc hin tt mc tiu marketing v mc tiu kinh doanh ca n v.

Th hai, chiu th thc cht l mt hot ng truyn thng, do , t hiu qu cao, cn hiu r cc yu t v qu trnh truyn thng din ra nh th no c quyt nh thch hp.

Th ba, c rt nhiu cng c chiu th m nh lm marketing c th s dng nh qung co, khuyn mi, cho hng c nhn, giao t, marketing trc tip. Mi cng c u c cng dng v c im ring bit. Do , ty vo mi trng hp, hon cnh m mi cng c c vai tr v tm quan trng khc nhau. V vy, vic xem xt, phn tch v nh gi cc yu t mi trng marketing khi thit k mt chng trnh truyn thng marketing l rt cn thit v quan trng.

Th t, tuy cc cng c c chc nng v vai tr khc nhau, nhng qu trnh pht trin v s dng cng c u tun theo m hnh truyn thng chung. Tt c u phi bt u bng vic xc nh mc tiu truyn thng-y c xem nh kim ch nam gip nh marketing t c mc tiu cui cng khi thc hin chin lc chiu th- kt thc bng vic kim tra, xem xt v nh gi.

Tm li, v tnh bin ng v phc tp ca mi trng marketing, i hi ngi lm marketing phi nng ng, sng to v linh hot c th ng dng cc cng c chiu th vo chin lc mt cch hiu qu nht. V vy, c th ni vic s dng cc cng c ny va mang tnh khoa hc va mang tnh ngh thut.

Chng 2: Tng quan v th trng bia ti Vit Nam v Chin lc chiu th ca Sapporo.Tng quan v th trng Bia ti Vit Nam Cc iu lut, php lnh v ngh nh v kinh doanh v sn xut bia ti Vit NamNi dung cc iu lutCc quy nh v kinh doanh sn xut bia ti Vit Nam

Cc quy nh v Lut u t nc ngoi ti Vit Nam

Thun li v kh khn:

Thc trng v th trng bia ti Vit Nam tnh n nm 2014Tnh hnh sn xut v kinh doanh ca th trng bia Vit Nam tnh n nm 2014

S gia nhp v tnh hnh pht trin ca cc cng ty bia ngoi ti nc ta trong nm 2014

Tnh hnh tiu th bia ti th trng Vit Nam trong nm 2014

Thun li v kh khn

Xu hng tiu dng bia ca ngi Vit Nam

Vn ha s dng bia ca ngi Vit Nam

Kh khn v thun li

Tnh hnh dn s Vit Nam trong nm 2014

Mi trng khoa hc k thut

Mi trng t nhin Vit Nam

iu kin t nhin ca Vit Nam

Thun li, kho khn i vi cc nguyn liu sn xut bia

Tng quan v cng ty SapporoLch s hnh thnh ca Sapporo

Tng quan thng hiu

Qu trnh hnh thnh

Thng tin tng quan

Tm nhn

S mnh

Hnh thc s hu

Ngnh hot ng

Nh my

S t chc

Vai tr cc phng ban lin quan n hot ng marketing

Mi trng ni vi trong doanh nghip SapporoYu t nghin cu pht trin

Yu t cng ngh sn xut

Yu t cung ng vt t

Vn ha ca cng ty SapporoC hi v ri roMi trng marketing vi m ca cng ty bia SapporoGii trung gian

Ni dung

C hi v ri ro

Khch hng

Ni dung

C hi v ri roi th cnh tranh

Ni dung

C hi v ri roPhn tch hot ng chiu th ca cng ty Sapporo cho dng sn phm Sapporo PremiumQu trnh pht trin chng trnh truyn thng ca bia Sapporo Premiumi tng mc tiu ca chng trnh truyn thngMc tiu truyn thngThng ip truyn thngPhng tin truyn thngCho hng c nhn

Giao t

Marketing trc tip

Phi thc IMC trong nm 2014 ca dng bia Sapporo Premiumnh gi hiu qu ca chin lc chiu thu imHn chPhn tch mt s cng c chiu th tiu biu trong chin dch chiu th dng bia Sapporo PremiumGiao t

Mc tiu chiu th

Cc hnh thc giao t

Thng co bo ch

Ti tr

T chc s kin

Dn dng sn phm

u im

Hn ch

Hnh thc marketing trc tip

Mc tiu chiu th

Hnh thc Marketing trc tip

Marketing trc tuyn : Marketing online

Gii thiu hot ng marketing ca Sapporo

Hot ng v chin lc sn phm

Ch yu v dng sn phm Sapporo Premium

Hot ng v chin lc gi

Hot ng v knh phn phi

Hot ng chiu th

Tiu kt chng 2

Thnh cng t chin lc ca Sapporo

Nhc im ca chin lc

Chng 3: Gii php v xut

Xu hng pht trin trong tng lai ca cng ty SapporoPhn tch thun li, kh khn, c hi v thch thc ca cng ty Gii php hon thin chin lc chiu th ca SapporoTn

ni dung

Phng thc thc hin

Gii php xut cho chin lc chiu th ca SapporoTn

ni dung

Phng thc thc hinTiu kt chng 3

KT LUN:

Kt lun

Kin ngh gii php trong tng lai

TI LIU THAM KHO

Sch:

TS. Trn Th Ngc Trang (ch bin) (2007), Marketing cn bn, NXB Lao ng X hi.

Website:

http://vtc.vn/khoc-liet-thi-truong-bia-viet-sabeco-co-nhuong-ngoi-vuong-cho-heineken.1.490649.htmhttp://www.doanhnhansaigon.vn/chuyen-lam-an/thi-truong-bia-cuoc-dau-tam-cao/1086073/Nhiu

Phn hi

p ng

M ha

Ngi gi

Ngi nhn

Phng tin Thng ip

Gii m

Xc nh i tng mc tiu

Xc nh mc tiu truyn thng

Thit k thng ip

La chn phng tin

Tip nhn thng tin phn hi

Nhn bit

Hiu

Thch

a chung

Tin tng

Nhn bit

Qung co

Khuyn mi

Cho hng

Giao t

Cho hng

Khuyn mi

Qung co

Giao t

Hng tiu dng

Hng cng nghip

Chiu th ca nh sn xut

Chiu th ca nh phn phi

Nh sn xut

Cc trung gian

Ngi tiu dng

Cu

Cc trung gian

Ngi tiu dng

Hot ng chiu th ca nh sn xut

Nh sn xut

Cu

Nhn bit

Hiu

Thch

a chung

Tin tng

Nhn bit