1. Chuyen e tot nghiep GVHD: Th.s inh Tien Minh SVTH: Vo Th Phng Thao Trang 1 Lp: HC11 - MA01 CHNG 1 : C S LY LUAN 1. Cac yeu to c ban trong chien lc truyen thong Marketing Chien lc truyen thong bao gom cac yeu to c ban sau: 1.1 oi tng muc tieu Khi truyen thong vao mot th trng nao o doanh nghiep can xac nh ro trong th trng khach hang muc tieu se nhan thong iep truyen thong cua mnh la ai? ac iem nhan khau hoc nh the nao? S thch nh the nao? Cac kenh truyen thong co the tiep can ho la kenh nao va vao thi iem nao trong ngay tiep can ho hieu qua nhat e co c nhng quyet nh ve thong iep va kenh truyen tai thong iep. Hnh 1.1: Hoat ong cua khach hang muc tieu trong 24h (Nguon: Giao trnh Chuyen vien quang cao cua VietnamMarcom) 24 Hour Clock An toi v i g ia nh, Gia i tr ho ac ch i the tha o toi -TV,Ba o ,TV ca p, v ide o ,QC ng o ai tr i Ga p ba n hang hoac ban be ho ac v e tha ng nha Ra v e La m v iec buo i tra Ne u cuo i tuan th hop m at g ia nh An tra v i ban hang hoac a n nhe : Ba o , Ng o ai tr i, TV ca p La m v iec buo i sa ng : bao ,QC ng o ai tr i, inte rne t An sa ng i lam v iec :bao , TV, ngo ai tr i Luc ng u 1 3 2 16 5 4 6 17 15 1314 10 12 8 7 9 11 2423 22 21 20 19 18

2. Chuyen e tot nghiep GVHD: Th.s inh Tien Minh SVTH: Vo Th Phng Thao Trang 2 Lp: HC11 - MA01 Ngoai ra, doanh nghiep cung can xac nh ro khach hang muc tieu hien tai va khach hang muc tieu tiem nang nh the nao v oi khi hai oi tng khach hang nay co nhng ac iem khac nhau. T o, thong iep truyen thong en hai oi tng nay cung se khac nhau. 1.2 nh v thong iep Giong nh o a trong may tnh mot khi a ay muon a them d lieu vao th phai xoa bt nhng d lieu hien tai co trong o. Tam tr con ngi ngay nay cung vay, ch co the ngam them thong tin vi ieu kien phai hy sinh bt nhng g a co o. Doanh nghiep muon tiep tuc o thong tin vao va mong muon thong tin cua mnh ngam c vao tam tr khach hang th phai chon loc, phai tien hanh phan khuc hay noi khac hn la phai nh v c hnh anh thong iep cua mnh trong tam tr khach hang. nh v thong iep la viec xac nh ieu ma doanh nghiep muon va se noi ve san pham cua mnh tren th trng vi ngi tieu dung va thong iep nh v o phai bam sat va ung vi nh v thng hieu cot loi cua mnh. 1.3 Muc tieu truyen thong Muc tieu truyen thong la nhng ieu ma chien lc truyen thong mong muon at c sau khi thc hien. Co nhieu muc tieu khac nhau cho cac chien lc truyen thong. Mot chien lc truyen thong co the co mot hoac nhieu muc tieu: 1.3.1 Muc tieu xay dng s nhan biet La lam cho khach hang tiem nang nhan biet s co mat cua doanh nghiep va thng hieu san pham ma doanh nghiep cung cap tren th trng va ngay lap tc nh en thng hieu, san pham cua doanh nghiep khi ho nhu cau ve san pham, dch vu ma doanh nghiep cung cap.

3. Chuyen e tot nghiep GVHD: Th.s inh Tien Minh SVTH: Vo Th Phng Thao Trang 3 Lp: HC11 - MA01 Muc tieu nay thng ap dung cho cac chien lc truyen thong gii thieu san pham mi. 1.3.2 Muc tieu a tin Muc tieu a tin co the la: - Thong bao cho th trng, khach hang biet ve san pham, dch vu mi tren th trng. - Thong bao ve viec thay oi gia cua san pham, dch vu. - Gii thieu, mo ta dch vu a san sang phuc vu. - Uon nan nhng nhan thc sai lech hoac xay dng mot hnh anh ac biet. - 1.3.3 Muc tieu thuyet phuc - Thuyet phuc e thay oi nhan thc ve tnh chat san pham - ieu chnh thai o, hanh vi cua khach hang - Kch thch nhu cau (thuyet phuc khach hang mua hang ngay) - Thuyet phuc khach hang tiem nang on nhan them thong tin: tao ra c hoi dan en viec mua hang - 1.3.4 Muc tieu nhac nh Muc tieu nay co the la: - Nhac khach hang rang trong tng lai ho se co the can en san pham/dch vu cua cong ty - Nhac khach hang nh san pham ang c ban au (V du: san pham ang c ban tai he thong sieu th tren toan quoc )

4. Chuyen e tot nghiep GVHD: Th.s inh Tien Minh SVTH: Vo Th Phng Thao Trang 4 Lp: HC11 - MA01 - Duy tr s nhan biet cua khach hang oi vi san pham/dch vu mc o cao nhat (V du: OMO, TIDE quang cao lien tuc nham duy tr s nhan biet cua khach hang ve hnh anh cua mnh) - Nhac nh ngi tieu dung nh lai nhng thoa man trong qua kh va tiep tuc mua san pham (V du: nhng san pham co mat lau tren th trng thng s dung cac cau co mat tai Viet Nam t ) 1.3.5 Muc tieu xay dng thng hieu Vi muc tieu nay, trong chien lc truyen thong thng hieu hien dien mot cach rat ro rang va thong iep ma cong ty muon noi len thong qua thng hieu cung c the hien mot cach ro rang. 1.3.6 Muc tieu lam thay oi nhan thc Vi muc tieu truyen thong nay, chien lc truyen thong co nhiem vu lam thay oi nhan thc hien tai cua khach hang ve cong ty hoac san pham/dch vu cua cong ty. Cong ty se truyen i nhng thong iep cung nh nhng khang nh ve mnh mot cach manh me nhat. e roi khi thanh cong, moi ngi co the noi, chang han nh: khi ngh ve thng hieu OMO th toi ngh ngay en giat sach moi vet ban . 1.3.7 Muc tieu ban hang Rat ro rang trong muc tieu nay la thuc ay khach hang i en hanh ong mua san pham va hanh ong nay xay ra cang nhanh cang tot. 1.3.8 Muc tieu anh vao oi thu canh tranh Muc tieu nay thng c a ra cho cac chien lc truyen thong cua bat ky nganh hang nao ma khach hang co the de b anh hng bi s noi bat cua san pham. V du: Unilever lien tuc a ra cac san pham dau goi au mi e canh tranh vi cac san pham dau goi au cua P&G hoac oi thu khac.

5. Chuyen e tot nghiep GVHD: Th.s inh Tien Minh SVTH: Vo Th Phng Thao Trang 5 Lp: HC11 - MA01 1.4 Chien lc tiep can va chien lc phng tien 1.4.1 Mot so loai hnh truyen thong tiep can khach hang. 1.4.1.1 Quang cao Quang cao chnh la qua trnh thong tin en mot nhom oi tng cu the ve mot san pham hay dch vu cu the thong qua mot hay nhieu phng tien truyen thong phu hp vi thong iep cua san pham, dch vu vao mot thi iem thch hp e at c hieu qua theo yeu cau cua doanh nghiep. Cac nha chuyen mon a anh gia rang trong cac loai hnh truyen thong Marketing nh: khuyen mai, PR, ban hang ca nhan, Marketing trc tiep, event, POSM, th ien t th quang cao la mot hnh thc truyen thong Marketing hieu qua nhat bi sc lan toa cua no (theo www.chienluocmarketing.com) Chnh v the ma hien nay hau het cac cong ty kinh doanh san pham, dch vu tren th trng thng s dung cong cu quang cao e truyen thong thong iep en khach hang muc tieu cua ho. 1.4.1.2 Quan he cong ong Hien nay, khai niem PR khong con xa la oi vi nhieu ngi va nghe PR con c xem nh la mot nghe thi thng Viet Nam. Theo Fraser P.Seitel - mot chuyen gia ve PR ngi My, th quan he cong la mot quy trnh nham tao anh hng en suy ngh, nhan thc cua cong ong, thong qua nhng pham chat tch cc c trnh bay theo mot phong cach thch hp, da tren qua trnh truyen thong cung thoa man hai chieu (theo www.chienluocmarketing.com) Mat khac, mot khi ng trc s chon la nao o ngi tieu dung thng co xu hng chon mua san pham ma ho co thien cam vi thng hieu o hn la san pham ma ho co ac cam. Chnh v ly do tren, nhieu doanh nghiep ngay nay a khong

6. Chuyen e tot nghiep GVHD: Th.s inh Tien Minh SVTH: Vo Th Phng Thao Trang 6 Lp: HC11 - MA01 ngai au t nhng khoan tien ln vao cac hoat ong quan he cong ong nham tao ra thien cam va xay dng hnh anh va gi moi quan he tot vi cong ong ni ma ho ang hoat ong. 1.4.1.3 Marketing trc tiep Theo hiep hoi Marketing trc tiep - mot to chc thng mai ln tren the gii c hau het cac doanh nhan cong nhan a a ra mot khai niem ve Marketing trc tiep nh sau: Marketing trc tiep la he thong marketing hoat ong thng xuyen co s tng tac cua mot so cac phng tien quang cao va truyen thong nham tao ra cac phan ng va giao dch (co the o lng) cua mot khu vc th trng. (trch t www.chienluocmarketing.com) Nh vay, co the thay: - Marketing trc tiep la he thong hoat ong thng xuyen ma trong o co s tham gia cua ngi lam marketing va khach hang tiem nang, gia ho co s tng tac va thong tin c luan chuyen hai chieu. ay la iem khac biet gia marketing trc tiep vi cac cong cu marketing khac khi thong tin thng la mot chieu: khach hang tiem nang ch nhan thong tin t ngi lam marketing. - Do biet ngay c phan ng cua khach hang khi thc hien marketing trc tiep nen hieu qua cua cac chng trnh marketing trc tiep thng c de dang anh gia hn cac hoat ong marketing khac. ay c xem la u iem ln nhat cua marketing trc tiep. Marketing trc tiep c thc hien thong qua cac phng tien nh: th tn, ien thoai, catalogue, t ri, Tivi, ai va cac phng tien mi nh nhan vien thng mai, mang ban hang tai cho va internet

7. Chuyen e tot nghiep GVHD: Th.s inh Tien Minh SVTH: Vo Th Phng Thao Trang 7 Lp: HC11 - MA01 1.4.1.4 Khuyen mai Co hai hnh thc khuyen mai chnh ma ngi lam marketing thng s dung: khuyen khch ban hang (Trade Promotion) va khuyen khch mua hang (Consumer Promotion) - oi vi hnh thc khuyen khch ban hang th muc tieu cua cac nha marketing thng la: tm kiem v tr trng bay thuan li cho san pham tai cac iem ban hang; tac ong va khuyen khch ban hang t cac nha phan phoi hoac cac nhan vien ban hang cua cong ty ; khuyen khch ban lng hang ton tr hien tai trong kho hoac phat trien mang li phan phoi en khu vc th trng mi hoac tang so lng iem ban hang tren khu vc th trng hien tai. T nhng muc tieu tren, cac cong cu khuyen khch ban hang thng c s dung nh: cac vat dung ho tr trng bay tai iem ban hang; bo cong cu ho tr ban hang (tai lieu hng dan ban hang, hng dan s dung, hng dan trng bay ); khuyen mai cho nha phan phoi hay ca hang ban le; chng trnh thi ua ban hang; tham gia hoi ch va trien lam - oi vi hnh thc khuyen khch mua hang th oi tng nham en la ngi tieu dung va muc tieu la thuc ay ho tm en san pham cua cong ty. Ngi lam marketing thng a ra cac phan thng khuyen khch cho hanh ong o. Mot so hnh thc khuyen khch mua hang thng c s dung nh: giam gia (giam gia ban hang, qua tang kem theo san pham, tang them khoi lng san pham hoac ban gop nhieu n v san pham); phieu giam gia, phieu qua tang (coupon); chiet khau; dung th (sampling); s kien ac biet (special events); thi ua va xo so may man (contest and sweeptakes); qua tang (premium); qua tang quang cao

8. Chuyen e tot nghiep GVHD: Th.s inh Tien Minh SVTH: Vo Th Phng Thao Trang 8 Lp: HC11 - MA01 1.4.1.5 Ban hang ca nhan La mot hnh thc giao tiep gia ngi vi ngi khi ngi ban co gang thuyet phuc khach hang tiem nang la chon va mua san pham/ dch vu cua cong ty. Ban hang ca nhan bao gom cac hoat ong tng tac trc tiep gia ngi ban va ngi mua thong qua cac phng tien vien thong hoac mat oi mat. Luc o, ngi ban co the thay hoac nghe trc tiep nhng phan ng cua khach hang tiem nang va thay oi thong iep sao cho phu hp. 1.4.2 u va nhc iem cua cac phng tien truyen thong trong hoat ong quang cao Phng tien truyen thong u iem Khuyet iem Truyen hnh Gay chu y cao, bat mat; hap dan; lam ngi tieu dung lien tng en chat lng; Co the ket hp nghe, nhn, t ng va hanh ong. Kho nham vao mot thanh phan nhan khau hoc nhat nh. Ngay ca khi cong ty co mot oan phim quang cao thuyet phuc cao, cung kho ma chac la khach hang se ng day va i mua san pham ngay. Truyen thanh - De nham vao mot oi tng ngi nghe nao o (bang cach chon ai, chng trnh). - Khong at. - Co the thoi thuc khach hang mua ngay mot SP ang quang cao. - Khong nhn thay, khong chng minh san pham c. - Khach hang khong phai luc nao cung tap trung, chu y.

9. Chuyen e tot nghiep GVHD: Th.s inh Tien Minh SVTH: Vo Th Phng Thao Trang 9 Lp: HC11 - MA01 Bao - c anh gia la ang tin cay nhat - Co u dien tch e dien at thong iep cua mnh en khach hang - Co the nham vao mot oi tng nhan khau hoc nao o can c tren yeu to a ly. - Kho nham vao cac oi tng da tren cac yeu to khac ngoai yeu to a ly. - Thi gian co hieu lc ngan (khach hang bo i hoac xe bo trong ngay) - Chat lng hnh anh thap. Tap ch - Co the nham vao oi tng oc da tren nhan khau hoc hoac moi quan tam ac biet. Nh tap ch: ep, Oto xe may - Thi gian hieu lc lau v ngi oc co the gi lai hoac cat trang ho thch ra dan ni khac - Chat lng hnh anh tot. - Thi gian chuan b lau. Bang ngoai tri hoac tram xe buyt - Co the nham vao mot khu vc a ly nhat nh - Co the at gan ni ban hang - Nhn thay nhieu lan - Thong iep phai ngan gon v khach hang thng i lt qua - oi tng nhn thay thng ch gii han trong nhng ngi co viec i ngang qua khu vc ay. Internet - Tng oi chnh xac trong viec nham vao mot oi tng nao o. Tham ch co the ieu - Co the b xoa bo ngay trc khi oc v co the c xem la th

10. Chuyen e tot nghiep GVHD: Th.s inh Tien Minh SVTH: Vo Th Phng Thao Trang 10 Lp: HC11 - MA01 chnh thong iep nham en tng ca nhan. - Neu co c mot c hoi th kha nang oc c thong iep cua cong ty la rat cao. - Kha nang ng dung cong nghe nghe nhn rat a dang. rac ien t. Th tn - Cho phep nham chnh xac vao mot oi tng nao o - u dien tch cho nhng thong iep phc tap - Co the kem theo phieu giam gia hoac gi mau hang - Co the b xem la th rac va b bo i trc khi oc. 1.5 o lng, kiem tra, anh gia chien lc Mot so ly do cac cong ty thc hien cac bien phap o lng, anh gia cac hoat ong truyen thong cua mnh la: - Tranh mac cac loi trong qua trnh chay ke hoach gay thiet hai ln ve chi ph - anh gia hieu qua cac chien lc c la chon. Neu chien lc a at hieu qua roi th lam g e at c hieu qua hn. Tuy nhien, thc te Viet Nam rat nhieu cong ty khong thc hien o lng, anh gia hoat ong truyen thong cua mnh v cac ly do sau: - Ton chi ph cao - Mat nhieu thi gian - Kho nghien cu, kho a ra cac tieu chuan o lng

11. Chuyen e tot nghiep GVHD: Th.s inh Tien Minh SVTH: Vo Th Phng Thao Trang 11 Lp: HC11 - MA01 - S bat ong trong viec quyet nh o lng van e g gia cac phong ban. Chang han nh: giam oc Kinh doanh th muon o lng hieu qua chng trnh khuyen mai trong khi giam oc Marketing th muon o lng hnh anh cua nhan hieu . T o, gay gia tang chi ph neu thc hien. Mot so phng phap o lng hoat ong truyen thong: - Trc khi chay ke hoach media: co the s dung cac phng phap nh: Phng phap th nghiem hoac phng phap phong van trc tiep ngi tieu dung Phng phap th nghiem (chang han nh kiem tra s chap nhan cua hnh anh trong mau quang cao bao hoac tivi): a ra mot so la chon cho mau quang cao hoac cho ho xem hnh anh mau quang cao sau o o mc o nh sau khi xem mau nao lu vao tr nh ho nhat hay o lng phan ng, tnh cam cua ho oi vi cac mau quang cao. Hoac s dung trc tiep bang ien thoai, email e phong van trc tiep. Phng phap phong van trc tiep ngi tieu dung: tien hanh chay th mau quang cao bao hoac tivi 1 hoac 2 ky sau o phong van y kien ngi tieu dung - Sau khi chay ke hoach media: s dung phng phap phong van trc tiep ngi tieu dung e o lng, anh gia mc o hieu qua cua chien lc. 2. Quang cao trong truyen thong xay dng thng hieu 2.1 Vai tro cua quang cao Trong chien lc truyen thong xay dng thng hieu, vai tro cua quang cao la truyen at nhng thong iep cua thng hieu thong qua cac phng tien nh: bao, tap ch, truyen thanh, truyen hnh, bang bieu . e muc ch cuoi cung la lam cho ngi tieu dung nhan biet c hnh anh thng hieu tren th trng va de dang tm mua san pham.

12. Chuyen e tot nghiep GVHD: Th.s inh Tien Minh SVTH: Vo Th Phng Thao Trang 12 Lp: HC11 - MA01 2.2 Cac loai hnh quang cao 2.2.1 Quang cao loi cuon 2.2.1.1 Loi cuon da tren ly tr ay la phng phap thu hut hng vao s quan tam cua khach hang hoac s can nhac ve cac ac iem, li ch, cong dung cua san pham e thuyet phuc khach hang. Nhng quan tam co the la: - Can nhac ve gia ca - Tnh gia tr cua san pham (co gia tr, hieu qua, cao cap ) - Can nhac ve tnh mi la, cong dung hu ch cua san pham - Can nhac ve chat lng cua san pham 2.2.1.2 Loi cuon cam xuc ay la phng phap thu hut hng vao cam xuc (co the la cam xuc tch cc hoac tieu cc), tam ly cua khach hang e gay s tac ong, quan tam hoac mua san pham. Phng phap thu hut hng vao cam xuc tieu cc la nham vao s lo au, s hai cua khach hang nh: s benh tat, s tai nan, s gia nua, xau x e tao s thay oi trong hanh vi cua ho. Ngi lam quang cao s dung hnh anh thong iep la a ra cac giai phap lam giam s lo au o va giai quyet van e bang cach s dung san pham cua cong ty ho, qua o khuyen khch khach hang s dung san pham. ong c mua hang luc nay thien ve cam xuc hn la s can nhac ly tr. Chang han nh: quang cao bao hiem, quang cao my pham, cac san pham ve sinh ca nhan Phng phap thu hut hng vao cam xuc tch cc thng nham vao nhu cau muon t the hien cua moi ngi hoac nhu cau tnh cam, xa hoi, a v, uy tn . Chang han nh: cac san pham cao cap hng vao a v, uy tn, ang cap cua ngi

13. Chuyen e tot nghiep GVHD: Th.s inh Tien Minh SVTH: Vo Th Phng Thao Trang 13 Lp: HC11 - MA01 s dung nh: chi golf, xe hi, nc hoa ; nhng san pham hng vao tnh ca nhan nh: bia, nc giai khat, ien thoai di ong hoac san pham hng vao nhu cau tnh cam nh: cac san pham cham soc be, thc an, qua tang 2.2.1.3 Ket hp ly tr va cam xuc oi khi, quyet nh mua hang cua ngi tieu dung da vao ca cam xuc va ly tr. Do o nhng ngi lam quang cao phai ket hp ca hai phng phap thu hut tren e cung tao ra s thay oi hanh vi cua ngi tieu dung. 2.2.2 Quang cao thoi thuc 2.2.2.1 a ra bang chng khoa hoc/ ky thuat Trong nhieu trng hp, ngi lam quang s dung cac trch dan thong tin khoa hoc, nhng ket qua nghien cu hoac nhng xac minh bi cac nha khoa hoc hoac cac c quan nghien cu khoa hoc nham tang tnh thuyet phuc cho thong iep quang cao cua ho. Chang han: sa Anlene - mot thng hieu sa c nh v la san pham cung cap canxi cho c the - a s dung ket qua nghien cu cua cac nha nghien cu Hoa Ky ve tnh trang loang xng cua ngi Viet Nam trong cac mau quang cao cua ho e khuyen cao ngi tieu dung Viet Nam nen quan tam hn en viec cung cap canxi hang ngay cho c the. 2.2.2.2 Chng minh La viec a ra nhng minh hoa, thong tin chng minh nhng cong nghe hoac nhng iem ot phat cua san pham/ dch vu. Luc nay, tivi la phng tien tot nhat e truyen tai thong iep va thuyet phuc ngi tieu dung ve san pham hoac dch vu.

14. Chuyen e tot nghiep GVHD: Th.s inh Tien Minh SVTH: Vo Th Phng Thao Trang 14 Lp: HC11 - MA01 2.2.2.3 So sanh Quang cao so sanh co the c xem la hnh thc c ban nhat cua quang cao thoi thuc (theo Advertising and Promotion) va xu hng nay ang c s dung pho bien. Cac nha quang cao thng so sanh trc tiep hoac gian tiep iem noi bat cua thng hieu mnh vi oi thu canh tranh hoac vi nhng ac tnh nh: nhanh nhat, manh nhat, 2.2.2.4 S dung bieu tng ca nhan La viec xay dng hoac s dung mot bieu tng ca nhan nao o e truyen tai thong iep quang cao en ngi tieu dung. Bieu tng nay co the la mot con ngi (nh s dung nhng ngi noi tieng vi nhng ca tnh phu hp vi thng hieu) hoac co the la nhng con vat c xay dng co nhng ca tnh nh con ngi nh: chuot Mickey, vt Donal 2.2.2.5 S dung hnh tng Hien nay, trong nhieu mau quang cao ngi ta thay rat t thong tin ve thng hieu hoac cong ty ma chu yeu ch thay hnh anh hoac hnh tng minh hoa. Quang cao hnh tng thng c s dung khi trong th trng cac san pham kho nhan biet c s khac biet nh: nc ngot, ru, my pham, thi trang 2.2.2.6 Hai hc Quang cao hai hc la mot hnh thc quang cao loi cuon nhng hnh thc nay cung co the c xem la mot hnh thc khac cua quang cao thoi thuc. Bang viec xay dng nhng hnh tng hoac tnh huong hai hc trong mau quang cao cac nha lam quang cao mong muon se thoi thuc khach hang nhanh chong tiep can san pham. oi vi hnh thc nay th tivi va radio la phng tien phu hp nhat e the hien y o quang cao.

15. Chuyen e tot nghiep GVHD: Th.s inh Tien Minh SVTH: Vo Th Phng Thao Trang 15 Lp: HC11 - MA01 2.2.2.7 Ket hp La viec ket hp cac ky thuat quang cao loi cuon hoac thoi thuc e truyen tai thong iep quang cao en ngi tieu dung 3. Quan he cong ong (PR) trong truyen thong xay dng thng hieu 3.1 Quan he cong ong la g? a co rat nhieu nh ngha, khai niem khac nhau ve PR. Theo Rex Harlow - hoc gia hang au ve PR, cho rang: a co en hn 500 khai niem khac nhau ve PR, tuy nhien cac nh ngha, khai niem o thng i en thong nhat vi nhau ve mot van e cot loi la: PR la mot qua trnh quan ly ve truyen thong nham nhan biet, thiet lap va duy tr nhng quan he hu ch gia mot to chc, ca nhan vi nhng cong ong lien quan co quyet nh trc tiep hay gian tiep ti s thanh bai cua to chc, ca nhan o va PR la mot hoat ong nham ho tr cho hoat ong Marketing lam cho khach hang biet en cong ty ngay mot nhieu hn (theo www.marketingchienluoc.com) 3.2 Vai tro cua PR trong truyen thong xay dng thng hieu Trong boi canh th trng hien nay, hang hoa, dch vu a dang, phong phu khien ngi tieu dung gap nhieu kho khan trong viec phan biet, anh gia san pham. Moi doanh nghiep eu co gang tao ra cho mnh mot phong cach, mot hnh anh, mot an tng, mot uy tn rieng cho san pham (thng hieu) cua mnh nham a hnh anh cua mnh vao tam tr khach hang. Cac cong cu thng c doanh nghiep s dung la: quang cao, PR, gia ca hoac chnh ban than san pham vi muc tieu la lam the nao e a hnh anh thng hieu cua mnh vao tam tr khach hang. Trong o, co the noi hoat ong PR co tac ong tch cc trong viec quang ba hnh anh thng hieu en ngi tieu dung.

16. Chuyen e tot nghiep GVHD: Th.s inh Tien Minh SVTH: Vo Th Phng Thao Trang 16 Lp: HC11 - MA01 Vai tro chnh cua PR la giup doanh nghiep truyen tai cac thong iep en khach hang va nhng nhom cong chung quan trong cua ho. Khi truyen i cac thong iep nay, PR giup khach hang de dang lien tng en san pham moi khi oi dien vi mot thng hieu. V du: chng trnh Cung xay Ngoi nha m c cua cong ty thep Pomina, mot hoat ong t thien gay c tieng vang ln va a danh c nhieu thien cam t cong ong. Hn na, thong iep cua PR t mang tnh thng mai do s dung cac phng tien trung gian nh: cac hoat ong tai tr, t thien hoac cac bai viet tren bao v cha ng lng thong tin a dang, phong phu nen de gay cam tnh va de c cong chung chap nhan. PR ac biet hieu qua trong cac trng hp: tung san pham mi, tai tung san pham, nang cao uy tn, nhng doanh nghiep co ngan sach han che, nhng doanh nghiep gap khung hoang. 3.3 Cac lnh vc hoat ong cua PR - T van chien lc vi lanh ao cong ty - Quan he bao ch: to chc hop bao, soan thao thong cao bao ch, thu xep cac buoi phong van - To chc cac s kien: khai trng, ong tho, khanh thanh, ky niem, - X ly cac rui ro, khung hoang: khieu nai, tranh chap, s co san pham - Cac hoat ong tai tr cong ong - Quan he oi noi -

17. Chuyen e tot nghiep GVHD: Th.s inh Tien Minh SVTH: Vo Th Phng Thao Trang 17 Lp: HC11 - MA01 3.4 oi tng cua PR Chnh ban than cum t cong ong a noi len s tap hp cua nhieu oi tng cong ong khac nhau. Nhng oi tng cong ong khac nhau co nhng nhu cau khac nhau va oi hoi nhng phng thc truyen thong khac nhau. Di ay la mot so phng thc phan loai cong ong pho bien: Cong ong ben trong va ben ngoai - Cong ong ben trong la nhng oi tng ben trong doanh nghiep. Ho co the la: giam sat vien, nhan vien, trng bo phan, co ong va hoi ong quan tr. - Cong ong ben ngoai bao gom nhng oi tng khong co moi quan he trc tiep en doanh nghiep, to chc nh: bao ch, chnh quyen, gii giao duc, khach hang, nha cung cap va cong ong dan c ni to chc, doanh nghiep hoat ong. Cong ong truyen thong va tng lai - Cong ong truyen thong la nhan vien va khach hang hien hu. - Cong ong tng lai la: hoc sinh, sinh vien va khach hang tiem nang. Cong ong ung ho, chong oi va khong ro thai o oi vi cong ong ngi ung ho doanh nghiep co the truyen thong e cung co moi quan he. Nhng oi vi y kien thuoc loai ng vc doanh nghiep can truyen thong vi nhng chng c ay thuyet phuc va kien nh. Thong thng cong ong nhng ngi cha co thai o ro rang la cc ky quan trong (ac biet la lnh vc chnh tr) bi doanh nghiep van con co c hoi thuyet phuc ho ung ho mnh. Tng cong ong co the ong mot vai tro quan trong oi vi s thanh cong cua mot doanh nghiep. Do o, khong mot doanh nghiep nao co the xem thng cac moi quan he vi cac cong ong ang thay oi cua mnh.

18. Chuyen e tot nghiep GVHD: Th.s inh Tien Minh SVTH: Vo Th Phng Thao Trang 18 Lp: HC11 - MA01 CHNG 2 : C S THC TIEN 1. Gii thieu ve VPD Tradewind Asia tai Viet Nam 1.1 S lc ve Tradewind Asia (TWA) c thanh lap t nam 1992 tai Tp. HCM - van phong chnh at tai Hungary - bat au vi hoat ong chnh la phan phoi cac san pham dc pham t cac nc nh: Hungary, Ba Lan, c, Hy Lap, Tay Ban Nha va My tai th trng Viet Nam. Muc tieu cua TWA la tr thanh chuyen gia hang au ve lnh vc tiep th, xay dng thng hieu cho cac mat hang tieu dung va dc pham tai th trng Viet Nam va cac nc ong Dng. Trai qua gan 15 nam hoat ong, TWA a at c muc tieu o khi gat hai c nhieu thanh cong tren th trng Viet Nam: - Nam 1993 bat au tiep nhan va thc hien cac hoat ong gii thieu san pham vien bo sui bot Vitamin Plusssz au tien tai th trng Viet Nam va a phat trien thanh cong Plusssz tr thanh nhan hieu Vitamin hang au tren th trng Viet Nam en au nam 2003. - Nam 1997 m chi nhanh tai Ha Noi - T nam 1998 en 2004 tiep nhan va phat trien thanh cong nhan hieu sa Gia nh Enfa cua Mead Johnson - Hoa Ky tr thanh nhan hieu sa dan au tai th trng Viet Nam vi doanh thu khoang 20 trieu USD vao nam 2003. Hien tai, a chuyen giao hoat ong xay dng thng hieu nay ve cho VPD cua Mead Jonhson tai Viet Nam.

19. Chuyen e tot nghiep GVHD: Th.s inh Tien Minh SVTH: Vo Th Phng Thao Trang 19 Lp: HC11 - MA01 - T thang 10 nam 2003, bat au thc hien cac hoat ong Marketing cho thng hieu mi: vien sui bot MyVita tai th trng Viet Nam (a chuyen giao lai cho cong ty CP dc pham SPM) - T nam 2005 en nay tiep tuc am nhiem hoat ong tiep th, xay dng thng hieu va cham soc khach hang cho tat ca cac dong san pham Plusssz truyen thong (Plusssz Multivitamin Orange, Plusssz Vitamin C Lemon, Plusssz Vitamin C Orange) cung nh hai dong Plusssz mi la: Plusssz IQ va Plusssz Sport Tennis Active tai th trng VN. Mot so a ch lien lac vi TWA tai VN: VP tai TP. HCM: R1-49 Hng Gia 1, P. Tan Phong, Q7 ien thoai: 08. 410 1601 VP CN tai Ha Noi: 23-B4, Pho C Loc, P. Thng nh, Thanh Xuan, Ha Noi ien thoai: 04. 557 2036

20. Chuyen e tot nghiep GVHD: Th.s inh Tien Minh SVTH: Vo Th Phng Thao Trang 20 Lp: HC11 - MA01 1.2 C cau to chc 1.2.1 S o c cau to chc Nhiem vu cua tng v tr: Trng van phong ai dien: - Quan ly chung cac hoat ong marketing va kinh doanh tai Viet Nam Giam oc Marketing: - nh hng chien lc phat trien cua cac nhan hang - Hoach nh cac chien lc marketing cho cac nhan hang Nhan vien Marketing: - Xay dng va thc hien cac ke hoach quang cao, khuyen mai cho nhan hang mnh phu trach. Giam oc kinh doanh toan quoc: - Giam sat, ho tr ban hang va xay dng cac ke hoach ban hang tren toan quoc cung vi cong ty phan phoi oc quyen Advance Distribution (AD). G KD Toan Quoc NV MarketingTr ly KD G Marketing Trng VPD

21. Chuyen e tot nghiep GVHD: Th.s inh Tien Minh SVTH: Vo Th Phng Thao Trang 21 Lp: HC11 - MA01 - Xay dng ch tieu doanh so trong tng thang, quy, nam. - Phoi hp vi cong ty AD quan ly oi ngu giam oc kinh doanh khu vc cung nh tr ly kinh doanh va nhan vien kinh doanh. Tr ly kinh doanh: ket hp vi cong ty AD thc hien cac nhiem vu sau: - X ly n hang t giam oc kinh doanh va nhan vien kinh doanh. - Tong hp doanh so hang ngay, hang thang, hang quy. - Sap xep cac buoi hop hoac cac buoi huan luyen cho nhan vien kinh doanh toan quoc. 1.2.2 Lc lng nhan s Hien tai, vi oi ngu nhan vien Marketing tre, co trnh o, nang ong, chuyen nghiep cung kinh nghiem ve tiep th va xay dng thng hieu, TWA a san sang e on au cac c hoi phat trien tai th trng Viet Nam. Ben canh o, s phoi hp tot vi lc lng nhan vien kinh doanh hung hau va co kinh nghiem th trng cua cong ty phan phoi AD la the manh cua TWA khi thc hien cac chien dch tung san pham ra th trng mot cach nhanh chong vi o phu th trng cao. Mat khac, thong qua lc lng sale nay nhng thong tin phan hoi t th trng cung se nhanh chong c tiep nhan va ieu chnh cho phu hp. Bang thong ke lc lng nhan s sau ay cua cong ty AD se noi len ieu o:

22. Chuyen e tot nghiep GVHD: Th.s inh Tien Minh SVTH: Vo Th Phng Thao Trang 22 Lp: HC11 - MA01 Bang 2.1 - Lc lng nhan vien kinh doanh hang thc pham Stt V tr HCM Mekong Mien Trung Ha Noi Cac tnh pha Bac Tong 1 Giam oc KD toan quoc 1 - - - - 1 2 Giam oc KD khu vc 1 1 1 1 - 4 3 Giam sat Kinh doanh 6 2 3 11 4 Giam sat Promoter 9 - - 2 - 11 5 Nhan vien Kinh doanh 36 19 32 12 34 133 6 Promoter 93 12 41 85 85 316 Tong 146 32 74 102 122 476 Bang 2.2 - Lc lng nhan vien kinh doanh dc pham Stt V tr HCM Mekong Mien Trung Ha Noi Cac tnh pha Bac Tong 1 Giam oc KD toan quoc - - - 1 - 1 2 Giam oc KD khu vc 1 - - 1 - 2 3 Giam sat Kinh doanh 1 1 1 1 2 6 4 Nhan vien Kinh doanh 10 4 7 6 9 36 5 Cong tac vien - 3 2 - 2 7 Tong 12 8 10 9 13 52 (Nguon: Bao cao nhan s 2007 cua cong ty AD) 1.3 Chien lc cua cong ty vi cac dong san pham Plusssz Qua thi gian hn 10 nam phat trien, TWA a thanh cong khi xay dng Plusssz tr thanh mot thng hieu manh gan lien vi dong san pham vien bo sui bot tren th trng Viet Nam. Hnh anh va ten goi Plusssz a im am trong tam tr ngi tieu dung, nhac en Plusssz la ho ngh ngay en vien bo sui bot va ngc lai. Tuy nhien, theo thi gian Viet Nam a dan lot xac, m ca e on nhan, e hoa nhap nhp song soi ong cua the gii va cuoc song, nhan thc cua ngi Viet Nam dan thay oi theo. Ho nang ong hn, co kien thc hn ve tieu dung, thch kham pha

23. Chuyen e tot nghiep GVHD: Th.s inh Tien Minh SVTH: Vo Th Phng Thao Trang 23 Lp: HC11 - MA01 nhng thng hieu mi vi nhng thiet ke thng hieu, san pham ep mat, thch tieu dung nhng thng hieu ngoai nhap Cung t o, hnh anh thng hieu Plusssz tr thanh hnh anh cu va ng trc nguy c b loi thi, gia nua. Hn na, th trng vien sui bot a xuat hien nhieu oi thu canh tranh cung tranh gianh mieng banh th phan gay ap lc ln cho s phat trien cua thng hieu Plusssz. Nham muc tieu lam mi hnh anh, phan tan lc lng canh tranh vi Plusssz va vi tam nhn chien lc cua nha quan tr cong ty a thc hien chien lc a dang hoa san pham vi bc au la gii thieu hai dong san pham mi: Plusssz IQ - Nap ien cho tr nao - danh cho gii nhan vien van phong, sinh vien, hoc sinh va Plusssz Sport Tennis Active - Manh lc ben sc - danh cho gii chi Tennis. Hien tai Plusssz co tat ca 5 dong chnh: - PMO : Plusssz Multivitamin Organe - PCL : Plusssz Vitamin C - Lemon - PCO : Plusssz Vitamin C - Orange - PIQ : Plusssz IQ - PTA : Plusssz Sport Tennis Active Moi dong Plusssz vi nhng tnh nang khac nhau c nh v va hng en nhng phan khuc th trng khac nhau: vi Plusssz truyen thong th hng en khuc th trng bnh dan trong khi PIQ hng en phan khuc th trng danh cho nhan vien van phong, sinh vien, hoc sinh, song thanh pho ln va la tang lp trung lu. PTA th hng en khuc th trng nhng khach hang chi the thao (Tennis, Golf, cau long, bong chuyen ) va co thu nhap cao.

24. Chuyen e tot nghiep GVHD: Th.s inh Tien Minh SVTH: Vo Th Phng Thao Trang 24 Lp: HC11 - MA01 1.3.1 nh v PMO, PCO, PCL Thau hieu khach hang (Insight) Vi hoat ong hang ngay cung tac ong cua moi trng xung quanh c the con ngi b mat nhieu nang lng, giam sc e khang va co nguy c mac cac loai benh. Vitamin va khoang chat la hai nhom chat quan trong giup tang sc e khang. Tuy nhien, khau phan an hang ngay cha u hoac khong thuan tien cho viec bo sung cac loai vitamin va khoang chat thiet yeu o. Can mot san pham tien dung hn va cung cap c vitamin va khoang chat can thiet. Phan khuc san pham (Segmentation) Plusssz la san pham vien bo sui bot bo sung vitamin va khoang chat thiet yeu hang ngay cho c the va la dong san pham chc nang chuyen biet. Ly do tin tng san pham (Reason to believe) Chau Au la ni au tien phat minh va san xuat vien nen sui bot, la cai noi cua cong nghe san xuat vien nen sui bot tien tien tao ra nhng san pham chat lng cao. Plusssz la mot san pham c nhap khau t Chau Au. Gia tr san pham (Product value) - Gia tr ly tnh: cung cap vitamin va khoang chat giup gia tang sc e khang cho c the moi ngay. - Gia tr cam tnh: khoe moi ngay.

25. Chuyen e tot nghiep GVHD: Th.s inh Tien Minh SVTH: Vo Th Phng Thao Trang 25 Lp: HC11 - MA01 Khach hang muc tieu (Target customer) Tat ca moi thanh vien trong gia nh, nhng ngi co nhan thc va quan tam en sc khoe hang ngay. Tnh cach thng hieu (Personality) The hien s khoe khoan, vui ti Di ay la s o tom tat nh v cua PCL, PCO va PMO

26. Chuyen e tot nghiep GVHD: Th.s inh Tien Minh SVTH: Vo Th Phng Thao Trang 26 Lp: HC11 - MA01 Hnh 2.1 - nh v PCL, PCO va PMO Con ngi can cung cap Vitamin va khoang chat moi ngay e gia tang sc e khang. Tnh cach Gia tr san pham Ly do tin tng Thau hieu Phan khuc NH V Khach hang muc tieu Sc khoe Vien bo sui bot bo sung Vitamin va khoang chat thiet yeu, dong SP chc nang chuyen biet. SP cua Chau Au Ly tnh: gia tang sc e khang cho c the Cam tnh: khoe moi ngay PCL PMO PCO Tat ca nhng ngi co nhu cau quan tam en sc khoe hang ngay

27. Chuyen e tot nghiep GVHD: Th.s inh Tien Minh SVTH: Vo Th Phng Thao Trang 27 Lp: HC11 - MA01 1.3.2 nh v PTA Thau hieu khach hang (Insight) Nhng ngi chi Tennis muon mnh co nhng cu anh bong manh me. Nhng khi chi ho se b mat mot lng nc, muoi khoang (Canxi, Kali, Natri, Photpho, Magie) khi chi nhieu hoac chi di nhiet o cao. Ho thng khong biet ieu nay. e lay lai sc e tiep tuc chi ho thng s dung: nc khoang, nc tang lc (Sting, Number 1, Lipovitan ) Nhng nhng loai thc uong o lai khong cung cap c nhieu chat va thng co lng ng cao. Ngi chi Tennis muon co mot cach e cung cap nhng khoang chat va lng nc a b mat ong thi nhanh chong lay lai nang lng e quay lai tran au vi nhng ng bong manh me e gianh chien thang. Phan khuc san pham (Segmentation) - Dong san pham chuyen biet cung cap Vitamin va khoang chat - La mot thng hieu nhanh cua dong Plusssz Sport. Ly do tin tng san pham (Reason to believe) - San pham cua Plusssz, mot thng hieu hang au ve chat lng san pham vien bo sui bot a khoang chat. - San pham nhap khau t Chau Au.

28. Chuyen e tot nghiep GVHD: Th.s inh Tien Minh SVTH: Vo Th Phng Thao Trang 28 Lp: HC11 - MA01 Gia tr san pham (Product value) - Gia tr ly tnh: Giup lay lai nang lng nhanh nhat va ngan nga nguy c b au nhc c va nhoi mau c tim. - Gia tr cam tnh: lay lai nang lng e tr lai vi nhng ng bong manh me va gianh chien thang. Khach hang muc tieu (Target customer) - oi tng chnh: cac doanh nhan va nhng ngi tang lp A, B co s thch chi Tennis - oi tng m rong: nhng ngi chi cac mon the thao khac. Ghi chu: Quy nh mc thu nhap ca nhan cua tng tang lp khach hang (Nguon: Phong Marketing cua cong ty) Tang lp A: tng ng 1000USD tr len Tang lp B: 500 - 999 USD Tang lp C: 300 - 499 USD Tang lp D: 150 - 299 USD Tang lp E, F : di 150 USD Tnh cach thng hieu (Personality) Manh me, nang ong va yeu thch va chi tennis. Di ay la mo ta tom tat nh v cua Plusssz Sport Tennis Active

29. Chuyen e tot nghiep GVHD: Th.s inh Tien Minh SVTH: Vo Th Phng Thao Trang 29 Lp: HC11 - MA01 Hnh 2.2 nh v Plusssz Sport Tennis Active Reason to believe Ly do tin tng Tnh cach Gia tr san pham Thau hieu Phan khuc NH V Khach hang muc tieu Manh me, thch the thao, nang - Vien bo sui bot bo sung Vitamin va khoang chat thiet yeu, dong SP chc nang chuyen biet. - La mot thng hieu h h KH Chnh: doanh nhan, tang lp A&B, co s thch la chi Tennis M rong : nhng ngi chi the thao (bong ban, cau long ...). SP T chau Au Mot nhan hang cua Plusssz. Ly tnh : nhanh chong phuc hoi nang lng va chong nguy c au nhc c va nhoi mau c tim. Cam tnh : lay lai nang lng e tr lai vi nhng ng bong manh me va gianh chien thang. Nhng ngi chi Tennis thng ot chay nhieu nang lng & nguy c mat mot lng ln chat ien phan. La nguyen nhan lam giam sc e khang mat nang lng va met moi.

30. Chuyen e tot nghiep GVHD: Th.s inh Tien Minh SVTH: Vo Th Phng Thao Trang 30 Lp: HC11 - MA01 2. Tong quan th trng vien bo sui bot Thi tiet thay oi, moi trng o nhiem, lam viec, hoc hanh, lo toan i song hang ngay cang thang khien cho sc e khang cua moi ngi ngay cang giam sut va co nguy c mac nhieu loai benh. Vitamin va khoang chat ong vai tro quan trong trong viec tang sc e khang bao ve c the cung nh lay lai nhng nang lng a mat trong cac hoat ong hang ngay. Vi nhng tat bat cua cuoc song cong nghiep th nhu cau bo sung them vitamin va khoang chat nhanh chong va hieu qua bang cach uong tr nen cap thiet. Do o, ben canh nguon vitamin va khoang chat trong khau phan an hang ngay, ngi tieu dung co the bo sung them bang cac san pham uong tien dung nh: vien bo sui bot, bot dinh dng, bot giai khat (bot cam) oi vi san pham vien bo sui bot, hien tren th trng co hai loai san pham chnh: vien bo sui bot Vitamin C va vien bo sui bot a nguyen to goi la Multivitamin. Trong hai loai th Multivitamin c a chuong hn v bao gom nhieu vitamin va khoang chat nh: Vitamin B1, B2, B5, B6, B8, B12, C, E, PP, Canxi, Kem Oxyd, ong Sulfat, Magie, moi loai vitamin co tac dung khac nhau. Vi lng vitamin va khoang chat hp ly trong moi vien nen, vien Multivitamin giup con ngi vt qua c nhng met moi, cang thang hang ngay va ngan nga cac loai benh nh: te liet, au nhc c, nhoi mau c tim, kho da . Ben canh cac san pham co cha cac loai vitamin va khoang chat neu tren, hien th trng co them mot san pham mi vi s ket hp them: nhan sam, L - cartinine, cafein trong thanh phan giup cung cap nang lng cho hoat ong tr nao, cai thien tr nh va tang kha nang tap trung.

31. Chuyen e tot nghiep GVHD: Th.s inh Tien Minh SVTH: Vo Th Phng Thao Trang 31 Lp: HC11 - MA01 Bat au xuat hien au tien tren th trng Viet Nam vao nam 1993 la vien bo sui bot Plusssz Vitamin C (nhap khau t Ba Lan) vi hai hng v cam va chanh cung cap lng vitamin C can thiet hang ngay cho sc khoe con ngi. La ngi tien phong cung the manh la san pham c san xuat t Chau Au - cai noi cua cong nghe san xuat vien nen sui bot tien tien - hng en ap ng nhu cau cho gii tieu dung t bnh dan tr len, Plusssz a c xay dng tr thanh thng hieu dan au th trng vien bo sui bot tai Viet Nam vi doanh so ban khoang 80 trieu san pham/nam. Cung t o, ngi Viet Nam a them mot thuat ng mi vao trong t ien cua mnh la C sui (theo DNSG). Theo thi gian, thoi quen uong vien bo sui bot Plusssz tr nen pho bien va tren th trng bat au xuat hien lan lt cac vien bo sui bot khac cua Viet Nam cung nh nhap khau t cac nc: Phap, c, BaLan cung chia se th phan vi Plusssz. Th trng canh tranh khoc liet khien th phan cua Plusssz giam manh ch con 35% trong nam 2006. Hien th trng cac san pham vien bo sui bot rat a dang vi nhieu nhan hieu khac nhau c nhap khau t nc ngoai cung nh c san xuat trong nc. Vi nhng tac dung va gia ca khac nhau, ngi tieu dung co the la chon tuy theo nhu cau va kha nang cua mnh. Chang han nh: Plusssz cam/chanh, Plusssz Multivitamin, Plusssz IQ, Plusssz Sport Tennis Active (NK t Ba Lan) vi gia t 19.000 - 35.000/tuyp; Myvita cam/ chanh (cong ty CP dc pham SPM Viet Nam) vi gia t 10.000 -19.000/tuyp; Berocca (Roche - Phap) co gia t 60.000 - 66.000/tuyp; Laroscorbine (Roche - Phap) gia 25.000/tuyp, Upsa C (NK t Phap) gia 25.000/tuyp; Supradyne (NK t Phap) gia 55.000/tuyp hoac Bolero Cam/Chanh (NK t c) gia 20.000/tuyp Cho en nay, theo thong ke cua tap oan nghien cu th trng dc pham quoc te IMS Health: tai Viet Nam co khoang gan 100 nhan hieu vien sui bot khac

32. Chuyen e tot nghiep GVHD: Th.s inh Tien Minh SVTH: Vo Th Phng Thao Trang 32 Lp: HC11 - MA01 nhau cua hn 80 cong ty san xuat va phan phoi. Chng to th trng vien bo sui bot tai Viet Nam ang rat soi ong va canh tranh vo cung gay gat. Di ay la s o nh v mot so san pham vien bo sui bot theo gia tai th trng TP. HCM: Hnh 2.3 - nh v theo gia mot so nhan hang vien bo sui bot tren th trng TP.HCM Giai thch s o: S o nh v c a ra da tren tieu ch gia ca cua cac loai san pham va phan theo khu vc hang nhap khau va hang san xuat trong nc: 3.000 4.000 5.000 6.000 7.0001.000 2.000 NGOAI NHAP TRONG NC CAO CAPBNH DAN Berocca Supradyn Upsa - C Laroscorbine Bolero MyVita

33. Chuyen e tot nghiep GVHD: Th.s inh Tien Minh SVTH: Vo Th Phng Thao Trang 33 Lp: HC11 - MA01 - Hang nhap khau: thng hieu nao co gia cang cao th cang nam pha tren cua truc ngang va tng ng vi v tr gia cua no. - Hang san xuat trong nc: thng hieu nao co gia cang cao th cang nam pha di cua truc ngang va ng vi v tr gia cua no. 3. ac iem san pham PIQ 3.1 Thanh phan PIQ - Nhan sam: theo ong y Nhan sam giup cai thien nang lc lam viec cua nao bo, nang cao kha nang t duy, tang cng sc ghi nh. Con theo cac nha nghien cu phng Tay th Nhan sam giup cai thien nang lng va sinh kh ac biet trong suot thi gian met moi, can tap trung cao trong cong viec, hoc tap. - L - Carnitine: tao ra nang lng cho c the, giup tang tr nh, xoa du cang thang, giam met moi, tang cng sinh lc cho c the. Tuy nhien, so lng L- carnitine c c the t san xuat khong u cung cap lng L - Carnitine can thiet. - Cafein gay s kch thch len cac day than kinh lam tang mc o truyen at cua than kinh. Vi nhng u iem cua cac thanh phan tren, PIQ a tao ra s khac biet ln tren th trng vien bo sui bot khi ket hp 3 thanh phan tren cong vi cac nhom Vitamin trong cong thc cua mnh, co tac dung ac biet trong viec cung cap nang lng cho hoat ong cua tr nao, giup cai thien tr nh, tang kha nang tap trung e quay tr lai vi phong o nh cao.

34. Chuyen e tot nghiep GVHD: Th.s inh Tien Minh SVTH: Vo Th Phng Thao Trang 34 Lp: HC11 - MA01 Bang 2.3 - Thanh phan cua PIQ Thanh phan Mot vien/4000mg Vitamin C 0.57 mg Vitamin PP 1.00 g Vitamin E 82.60 mg Vitamin B1 2.60 mg Vitamin B2 4.05 mg Vitamin B5 73.40 mg Vitamin B6 30.00 mg Vitamin B12 40.00 mg Magie carbonat 30.00 mg Kem sulphat monohydrat 9.00 mg Mangan gluconate 8.00 IU L-carnitine tartrate 0.42 mg Cafein 0.50 mg Chiet xuat nhan sam 3.60 mg 3.2 nh v PIQ Thau hieu khach hang (Insight) Co nhng luc ban can tnh tao, tap trung e : lam viec, hoc hanh, lai xe Nhng luc c the met moi, au oc cang thang, mat tap trung ban thng lam g? Uong cafe? Uong nc tang lc? Hut thuoc? Nhng tat ca eu ch co tac dung trong ngan han va thng khong co li cho sc khoe Ban can san pham giup tnh tao, tap trung nhng tot cho sc khoe.

35. Chuyen e tot nghiep GVHD: Th.s inh Tien Minh SVTH: Vo Th Phng Thao Trang 35 Lp: HC11 - MA01 iem khac biet cua PIQ PIQ vi s ket hp toi u gia Nhan sam, L - Carnitine va Cafein giup nap nang lng cho tr nao, cai thien tr nh va tang kha nang tap trung. Phan khuc san pham (Segmentation) Dong san pham chuyen biet cung cap Vitamin va khoang chat. Ly do tin tng san pham (Reason to believe) - Plusssz - Thng hieu hang au ve chat lng san pham vien bo sui bot. - San pham nhap khau t Chau Au. - Tac dung toi u cua cac thanh phan: Nhan sam, L - Carnitine, Cafein va cac loai vitamin. Gia tr san pham (Product value) - Gia tr ly tnh: cung cap nang lng cho tr nao, cai thien tr nh va tang kha nang tap trung. - Gia tr cam tnh: giup quay lai phong o lam viec nh cao Khach hang muc tieu va chan dung khach hang muc tieu - Khach hang muc tieu: Chnh: Nam, N nhan vien van phong, sinh vien, hoc sinh M rong: ngi lai xe - Chan dung khach hang muc tieu: Nghiem trang, chn chan Co kien thc, ky nang am me cong viec, cau tien am me nghien cu, hoc tap Nang ong

36. Chuyen e tot nghiep GVHD: Th.s inh Tien Minh SVTH: Vo Th Phng Thao Trang 36 Lp: HC11 - MA01 Nam, n song cac thanh pho ln. Co mc thu nhap kha tr len (tang lp A, B, C, D) Quan tam en sc khoe hang ngay Tnh cach thng hieu (Personality) Nang ong, nghiem trang, luon co s am me.

37. Chuyen e tot nghiep GVHD: Th.s inh Tien Minh SVTH: Vo Th Phng Thao Trang 37 Lp: HC11 - MA01 Hnh 2.4 - nh v Plusssz IQ NH V Tnh cach Gia tr san pham Ly do tin tng Thau hieu Phan khuc Khach hang muc ti Nang ong Vien bo sui bot bo sung Vitamin va khoang chat thiet yeu, dong SP chc nang chuyen biet. - T chnh: NV VP, sinh vien, hoc sinh - T m rong: lai xe - Nam va N. - Song TP.HCM va HN - Tang lp A, B, C, D SP cua Chau Au Nhan sam +L- carnitine + vitamin va khoang chat Mot nhan hieu cua Plusssz. Ly tnh : Cung cap nang lng cho tr nao, cai thien tr nh va tang kha nang tap trung. Cam tnh: giup quay lai phong o lam viec nh cao. Co li cho sc khoe. Con ngi thng xuyen thc khuya e lam viec, hoc tap, xem tivi, lai xe va ho thng dung cafe, nc tang lc, thuoc la e tap trung vao cong viec.

38. Chuyen e tot nghiep GVHD: Th.s inh Tien Minh SVTH: Vo Th Phng Thao Trang 38 Lp: HC11 - MA01 4. Dao quanh th trng 4.1 Xac nh oi thu canh tranh Vi thanh phan, cong dung va khach hang muc tieu hien tai cua PIQ th khong co oi thu canh tranh trc tiep. Tuy nhien, PIQ cung gap kho khan bi phai chia se khach hang cho cac oi thu canh tranh gian tiep tren th trng nh : gan 100 nhan hieu vien sui bot khac hien ang co mat tren th trng vi nhng tiem lc khac nhau. Trong o co ca cac san pham vien sui bot khac cua Plusssz. 4.2 Thong tin ve mot so oi thu canh tranh gian tiep Hang nhap khau ac iem cua nhng nhan hieu c nhap khau: - Thng hieu nc ngoai - Chat lng san pham cao - Truyen thong ram ro va chuyen nghiep - Hng en khuc th trng trung lu tr len - Gia thanh cao hn san pham trong nc Mot so nhan hieu nhap khau c au t manh ve truyen thong va co thng hieu noi tieng tren th trng nh: Berocca, Laroscorbine cua tap oan dc Roche Phap, Upsa C cua My, Supradyn cua tap oan Bayer. Nhng thng hieu nay a co mat kha lau tren th trng, chat lng, gia thanh cao, co tnh nang ieu tr va thng co nguon ngan sach truyen thong ln. Tuy nhien, cac hoat ong truyen thong chnh yeu c thc hien la quang cao va PR. Tat ca eu la oi thu canh tranh trc tiep cua Plusssz Vitamin va Plusssz Multivitamin.

39. Chuyen e tot nghiep GVHD: Th.s inh Tien Minh SVTH: Vo Th Phng Thao Trang 39 Lp: HC11 - MA01 Berocca hng en nhu cau cung cap dng chat ho tr cho viec ieu tr benh. Nham en oi tng khach hang co thu nhap cao (co gia khoang tren 6.000/1vien) Laroscorbine la mot san pham khac cua Roche nham en phan khuc thap hn Berocca, san pham cho gia nh (co gia 2.500/vien) Upsa C cung nh Berocca nhng nham en phan khuc khach hang thap hn, ho tr lay lai nang lng cho c the sau nhng hoat ong lien tuc hoac trong thi gian ieu tr benh (gia 2.500/vien) Supradyn - mot san pham c nhap khau t My, co mat Viet Nam khoang 10 nam. Hng en canh tranh trc tiep vi nhom khach hang cua Berocca (gia: 5.500/ 1 vien) Hang trong nc Hien tai, co rat nhieu cong ty dc pham trong nc ben canh viec phan phoi san pham vien bo sui bot t cac nc tai th trng Viet Nam cung thc hien san xuat san pham nay. Tuy nhien, cac san pham c san xuat tai Viet Nam thng co chat lng khong cao ong thi cung khong c au t nhieu ngan sach cho viec xay dng thng hieu nen dng nh rat kho canh tranh tren th trng (tr trng

40. Chuyen e tot nghiep GVHD: Th.s inh Tien Minh SVTH: Vo Th Phng Thao Trang 40 Lp: HC11 - MA01 hp thng hieu MyVita cua cong ty CP dc pham SPM). Nhng s co mat cua cac nhan hieu o a khien mieng banh th phan san pham vien bo sui bot cua cac cong ty ln b nho i. Mot so ac iem cua san pham vien sui bot san xuat trong nc: - Gia thanh thap - Thng t c au t quang ba thng hieu - Hng en phan khuc khach hang bnh dan MyVita c xem la thng hieu vien bo sui bot trong nc thanh cong nhat tren th trng vi cac ac iem sau: - c san xuat trong nc nen gia thanh thap (khoang 1.000/1vien) - Hng en phan khuc khach hang tre - Co he thong phan phoi rong khap - Hoat ong truyen thong ram ro 5. Chien lc truyen thong 2006 - 2007 cua PIQ 5.1 He thong nhan dien thng hieu cua PIQ Logo K trng byBao b

41. Chuyen e tot nghiep GVHD: Th.s inh Tien Minh SVTH: Vo Th Phng Thao Trang 41 Lp: HC11 - MA01 Leaflet ng phc PG M PG Wobble Print ad Standee Banner Xe hi Print ad

42. Chuyen e tot nghiep GVHD: Th.s inh Tien Minh SVTH: Vo Th Phng Thao Trang 42 Lp: HC11 - MA01 5.2 Chien lc truyen thong 2006 - 2007 5.2.1 Muc tieu chien lc - PIQ lam phan tan ap lc canh tranh len thng hieu me Plusssz - Khai thac nhng phan khuc khach hang mi va chuyen sau ma cac oi thu khac cha tham nhap. - S dung ket hp cac cong cu truyen thong ATL va BTL trong nam au gii thieu san pham. 5.2.2 Muc tieu Marketing - Nam 2006: Gii thieu PIQ ra th trng Khuyen khch dung th san pham - Nam 2007: On nh va gia tang doanh so PIQ Khuyen khch mua hang 5.2.3 Muc tieu truyen thong - Nam 2006: Gii thieu hnh anh PIQ tren th trng. - Nam 2007: Cung co va nhac nh hnh anh thng hieu PIQ. 5.2.4 Ke hoach chien lc truyen thong a thc hien Trong nam 2006 va quy 1/2007 trien khai ke hoach truyen thong tong lc lien tuc nham gii thieu hnh anh PIQ ong thi ho tr cho viec at doanh so tng thang. Ke hoach s dung cac cong cu truyen thong tong the nh sau:

43. Chuyen e tot nghiep GVHD: Th.s inh Tien Minh SVTH: Vo Th Phng Thao Trang 43 Lp: HC11 - MA01 DIEN GIAI PHNG TIEN NOI DUNG Quang cao Bao, tap ch Thanh Nien, Tuoi Tre, PN HCM, An Ninh Thu o, Ha Noi mi, Tien Phong, Thi Trang Tre, TBKTSG, DNSG, DN Cuoi Tuan, Tiep Th Gia nh, SGTT Bo tr nao, tap trung cao Truyen hnh VTV1, VTV 3, HTV7, a Nang, Bnh nh, ak Lak, Khanh Hoa, ong Nai, Bnh Dng, Vnh Long, Ca Mau, Ha Tay, Hai Phong, Lao Cai, Thai Nguyen, Quang Ninh, Thanh Hoa, Nghe An Bo tr nao, tap trung cao Internet Cac trang pho bien PR Advertorial Ket hp chay cac bai tren cac bao va internet 10 cau chuyen Tai tr (Sponser) Tai tr cuoc thi "soc 5 giay" tren tap ch The Gii Van Hoa ABOVETHELINE Roadshow Trung tam thanh pho, cac building ln Dieu hanh, phat leaflet Khuyen mai Ngi tieu dung Qua tang Nha thuoc le Qua tang, chiet khau Nha thuoc s Qua tang, chiet khau Trng bay Nha thuoc Poster, wobble, standee, ke trng bay Sieu th Trng bay ke, wobble BELOWTHELINE Sampling Tai cac nha thuoc, sieu th va cac trng H, C Dung th san pham Tren c s s dung cac phng tien tren, tng quy se co nhng bang ke hoach chi tiet cho tng hoat ong.

44. Chuyen e tot nghiep GVHD: Th.s inh Tien Minh SVTH: Vo Th Phng Thao Trang 44 Lp: HC11 - MA01 5.2.4.1 Tong hp ke hoach quang cao bao quy 4/2006 va quy 1/2007 au Bao Phat hanh Kch Thc n gia Chit khu Gia tnh S K Tng chi ph Noi dung Thanh Nien HN 1/2 trang (trang ND) 30.000.000 10% 27.000.000 4 108.000.000 Adv va Print Tui Tr HN Nguyen trang cui QC 57.750.000 7% 53.707.500 3 161.122.500 Print TGPN Th 2 1/3 trang ng 17.000.000 35% 11.050.000 5 55.250.000 Adv va Print PNHCM Th 3,6 Nguyen trang u 25.200.000 10% 22.680.000 5 113.400.000 Adv va Print ANT HN 1/2 trang ngang au trang TVTD 9.000.000 24% 6.840.000 2 13.680.000 Print Tien Phong HN 1/2 trang ngang 13.000.000 13% 11.310.000 6 67.860.000 Adv va Print HNM HN Chan trang (38 x 9) 9.360.000 7% 8.704.800 5 43.524.000 Print T.T.T 5,15,25 1/2 trang ng 15.000.000 28% 10.800.000 2 21.600.000 Adv 1/2 trang ngang 8.000.000 15% 6.800.000 5 34.000.000 Adv va PrintThi bao KTSG Th 5 Chan trang 3.000.000 15% 2.550.000 4 10.200.000 Print 2/3 trang ng 14.400.000 30% 10.080.000 2 20.160.000 AdvDNSG Th 3 1/3 trang ng 6.000.000 30% 4.200.000 1 4.200.000 Print 2/3 trang ng 17.160.000 35% 11.154.000 2 22.308.000 AdvDNCT Th 6 1/3 Trang ng 8.580.000 35% 5.577.000 4 22.308.000 Print 2/3 trang ng 45.000.000 33% 30.150.000 4 120.600.000 Prind 1/2 trang ngang 32.750.000 33% 21.942.500 7 153.597.500 Adv TTG Th 3 1/3 trang ng 22.500.000 33% 15.075.000 7 105.525.000 Prind ad Th 5 1/2 trang (trang ND) 26.000.000 13% 22.620.000 4 90.480.000 AdvSGTT 2, 4, 6 Tin san pham 2.420.000 0% 2.420.000 3 7.260.000 Tin KM Tong 75 1.175.075.000

45. Chuyen e tot nghiep GVHD: Th.s inh Tien Minh SVTH: Vo Th Phng Thao Trang 45 Lp: HC11 - MA01 Ghi chu: - Phat hanh HN: Phat hanh hang ngay - Trang ND : Trang noi dung - Trang cuoi QC : trang cuoi quang cao - Trang TVTD : Trang t van tieu dung - TGPN : The Gii Phu N - PNHCM : Phu N Ho Ch Minh - ANT : An Ninh Thu o - HNM : Ha Noi Mi - T.T.T : Thi Trang Tre - DNSG : Doanh Nhan Sai Gon - DNCT : Doanh Nhan Cuoi Tuan - TTG : Tiep Th Gia nh - SGTT : Sai Gon Tiep Th - Adv va Print : Advertorial va Prind ad (bai viet va mau quang cao) - Tin KM : Tin khuyen mai - Gia tnh: gia sau khi a tr chiet khau

46. Chuyen e tot nghiep GVHD: Th.s inh Tien Minh SVTH: Vo Th Phng Thao Trang 46 Lp: HC11 - MA01 5.2.4.2 Tong hp ke hoach quang cao truyen hnh quy 4/2006 va quy 1/2007 (cac ai chnh) KENH MA CHNG TRNH DUNG LNG THI GIAN GIA CHIET KHAU GIA TNH SO LAN PHAT TONG VTV1 Phim cuoi tuan B9 Phim 15'' 21:05 18.000 22% 14.040 4 56.160 4 56.160 VTV3 Ai la trieu phu C14A Gameshow (Cut 2,3) 15'' 20:00 - 21:00 31.500 22% 24.570 4 98.280 Trc gameshow ALTP, RCV C13A 15'' 21.600 22% 16.848 3 50.544 Hay chon gia ung C14A Gameshow (Cut 1,2) 15'' 20:00 - 21:00 31.500 22% 24.570 3 73.710 Tro chi am nhac C14A Gameshow (Cut 2,4) 15'' 20:00 - 21:00 31.500 22% 24.570 2 49.140 Hanh trnh van hoa C14A Gameshow (Cut 2,3) 15'' 20:00 - 21:00 21.600 22% 16.848 4 67.392 Rung chuong vang C16 Gameshow (Cut 2,3) 15'' 20:50 - 21:50 18.000 22% 14.040 4 56.160 Ai la ai C14 Gameshow (Cut 2,3) 15'' 19:50 - 21:00 21.600 22% 16.848 4 67.392 au trng 100 C16 Gameshow (Cut 2,3) 15'' 21:10 - 22:10 18.000 22% 14.040 4 56.160 28 518.778 HTV7 Chung sc GTT2 Gameshow (Cut 2,3) 15'' 20:00 - 21:00 33.000 21% 26.070 4 104.280 Hat vi ngoi sao GTT2 Gameshow (Cut 2,3) 15'' 20:00 - 21:00 33.000 21% 26.070 3 78.210 Not nhac vui GTT2 Gameshow (Cut 2,3) 15'' 21:10 - 22:00 33.000 21% 26.070 4 104.280 Vt len chnh minh GTT2 Gameshow (Cut 2,3) 15'' 20:20 - 21:00 28.000 21% 22.120 4 88.480 Chuyen khong cua rieng ai GTT2 Gameshow (Cut 2,3) 15'' 20:20 - 21:00 19.000 21% 15.010 3 45.030 Hoi ngo bat ng GTT2 Gameshow (Cut 2,3) 15'' 20:00 - 20:30 28.000 21% 22.120 3 66.360 Chuc mng sinh nhat GTT2 Gameshow (Cut 2,3) 15'' 20:00 - 20:20 24.000 21% 18.960 4 75.840 Trc cac gameshow CS, HVNS, NNV GTT2 Gameshow 15'' 27.000 21% 21.330 3 63.990 Phim toi th 3 GTT4 Phim (trc phim) 15'' 21:10 - 23:00 27.000 21% 21.330 4 85.320 32 711.790 Tng 64 1.286.728

47. Chuyen e tot nghiep GVHD: Th.s inh Tien Minh SVTH: Vo Th Phng Thao Trang 47 Lp: HC11 - MA01 Ghi chu: - Dung lng : thi gian cua mau quang cao tren tivi, c tnh bang giay - VT cua gia : 1.000 - So lng : so lan phat mau quang cao - Cut 1, 2, 3, 4 : th t phat phan quang cao trong chng trnh ang phat song - ALTP : Ai la trieu phu - RCV : Rung Chuong Vang - CS : Chung sc - HVNS : Hat vi ngoi sao - NNV : Not nhac vui

48. Chuyen e tot nghiep GVHD: Th.s inh Tien Minh SVTH: Vo Th Phng Thao Trang 48 Lp: HC11 - MA01 5.2.4.3 Tong hp ke hoach quang cao truyen hnh quy 4/2006 va quy 1/2007 (cac ai tnh) KENH MA CHNG TRNH DUNG LNG THI GIAN GIA CHIET KHAU GIA TNH SO LAN PHAT TONG TH TRNG MIEN TRUNG A NANG TV 5% Phim tra TR2 Phim 30'' 11:30 - 13:00 2.365 17% 1.963 10 19.630 Phim toi T3 Phim 30'' 20:00 - 22:30 2.200 17% 1.826 20 36.520 30 56.150 BNH NH 4% Phim tra Phim 30'' 11:30 - 13:00 900 20% 720 10 7.200 Phim toi Phim 30'' 20:00 - 22:30 1.900 20% 1.520 25 38.000 35 45.200 DAKLAK 4% Phim toi Phim 30'' 19:45 - 21:15 2.200 23% 1.694 25 42.350 25 42.350 KHANH HOA 12% Phim tra S3 Phim 30'' 11:30 - 13:00 5.500 20% 4.400 10 44.000 Phim toi T5B Phim 30'' 20:00 - 22:30 8.000 20% 6.400 13 83.200 23 127.200 TH TRNG ONG NAM ONG NAI 6% Phim toi RTV1 Phim 30'' 20:40 - 22:30 3.850 35% 2.503 25 62.563 25 62.563 BNH DNG 8% Phim toi BTV2 Phim 30'' 20:40 - 22:30 5.000 45% 2.750 30 82.500 30 82.500

49. Chuyen e tot nghiep GVHD: Th.s inh Tien Minh SVTH: Vo Th Phng Thao Trang 49 Lp: HC11 - MA01 KHU VC MEKONG VNH LONG 15% Phim tra Phim 30'' 11:30 - 13:00 5.400 24% 4.104 10 41.040 Phim chieu Phim 30'' 17:00 - 18:30 4.300 24% 3.268 10 32.680 Phim toi Phim 30'' 20:15 - 21:30 7.200 24% 5.472 15 82.080 35 155.800 CA MAU 4% Phim toi Phim 30'' 21h45' 2.250 45% 1.238 30 37.125 30 37.125 TH TRNG MIEN BAC HA TAY 5% Phim tra Phim 30'' 11:45 - 12:45 2.250 27% 1.643 10 16.425 Phim toi Phim 30'' 20:45 - 22:00 3.500 27% 2.555 15 38.325 25 54.750 HAI PHONG 8% Phim tra S5 Phim 30'' 12:00 - 12:55 3.250 22% 2.535 10 25.350 Phim toi T3 Phim 30'' 21:20 - 22:55 5.000 22% 3.900 16 62.400 26 87.750 LAO CAI 1% Trc ban tin cua VTV 30'' 18:45 - 19:00 600 20% 480 10 4.800 Phim toi Phim 30'' 20:30 - 22:30 600 20% 480 20 9.600 30 14.400 THAI NGUYEN 3% Phim toi Phim 30'' 21:00 - 22:00 1.485 22% 1.158 25 28.958 25 28.958 QUANG NINH 9% Thi s a phng Thi s 30'' 20:00 - 21:00 5.000 20% 4.000 10 40.000 Phim toi Phim 30'' 21:00 - 23:45 4.750 20% 3.800 15 57.000 25 97.000

50. Chuyen e tot nghiep GVHD: Th.s inh Tien Minh SVTH: Vo Th Phng Thao Trang 50 Lp: HC11 - MA01 THANH HOA 7% Phim toi Phim 30'' 21:00 - 22:30 3.000 18% 2.460 30 73.800 30 73.800 NGHE AN 8% Phim chieu Phim 30'' 17:00 - 19:00 3.000 40% 1.800 15 27.000 Phim toi Phim 30'' 20:20 - 21:30 4.800 40% 2.880 20 57.600 35 84.600 Tng 429 1.046.145 5.2.4.4 Tong hp cac hoat ong PR quy 4/2006 va quy 1/2007 Hoat ong PR chu yeu c thc hien trong giai oan au gii thieu san pham (cuoi nam 2006) va thc hien lai trong quy 2 cua nam 2007 cung vi viec thay oi hnh anh trong cac mau quang cao (chuyen t viec s dung hnh tng sang s dung hnh anh con ngi trong cac mau quang cao). Ket hp vi cac phng tien truyen thong ai chung, thong iep cua cac hoat ong PR a c truyen tai en khach hang mot cach hieu qua nhat. Bang tom tat sau se tom tat nhng hoat ong PR a thc hien trong tng thi gian cu the:

51. Chuyen e tot nghiep GVHD: Th.s inh Tien Minh SVTH: Vo Th Phng Thao Trang 51 Lp: HC11 - MA01 HOAT ONG NOI DUNG MUC CH OI TNG THI GIAN ChayAdvertorial 10 cau chuyen ve: ac tnh cua L-Carnitine va nhan sam; s lang ph do s mat tap trung; cac cau chuyen ve nhng ngi noi tieng s dung PIQ nh: Hoa hau Mai Phng Thuy, A hau Trng Chi Truc Diem, cac cascaduer, thu khoa vi 10 iem tuyet oi cua trng H Kien Truc va cac nhan vien van phong, bac s ... Gii thieu ve cac thanh phan nhan sam va L-carnitine; gii thieu hnh anh PIQ va hng dan tieu dung thong qua cac nhan vat noi tieng cung nh nhng nhan vien i thng. Khach hang muc tieu cua PIQ Thang 8, 9/2006 Roadshow PG phat leaflet tai cac khu vui chi, nha sach, nha van hoa, trung tam thng mai, rap chieu phim, quan cafe, cao oc van phong va chay dieu hanh tren cac truc ng chnh cua trung tam TP HCM va Ha Noi Gii thieu hnh anh PIQ Tat ca khach hang cua cac a iem tren Thang 9, 10/2006 - Tai tr chng trnh ca nhac "Cung PIQ chao on tan sinh vien nam hoc 2006 - 2007" tai nha van hoa Thanh Nien. Gii thieu hnh anh PIQ Sinh vien cac trng H Thang 9/2006 Taitr - Tai tr cuoc thi "soc 5 giay" tren tap ch Van Hoa Thong Tin (VHTT): ban oc viet th ke ve cau chuyen hoac tnh huong trong cuoc song lam ho thc s b soc va gi ve tap ch VHTT, nhng bai viet hay se c giai thng t nha tai tr. e khach hang lien tng va nh en cong dung, hnh anh cua PIQ Tat ca khach hang la ban oc cua tap ch VHTT Thang 10, 11/2006

52. Chuyen e tot nghiep GVHD: Th.s inh Tien Minh SVTH: Vo Th Phng Thao Trang 52 Lp: HC11 - MA01 5.2.4.5 Tong hp cac hoat ong khuyen mai PIQ nam 2006 va quy 1/2007 Trong nam 2006 va quy 1/2007, muc tieu u tien trong hoat ong khuyen mai la khuyen khch cac nha thuoc le at hang va ban hang. Do o, hau het cac chng trnh khuyen mai c thc hien danh cho oi tng nay. Cac hnh thc khuyen mai a thc hien: - Chiet khau (trc thue) tren tong gia tr n hang t 1 en 5% cho cac n hang t 5 tuyp, 10 tuyp, 25 tuyp, 50 tuyp va tren 100 tuyp. - Qua tang da tren quy nh tng mc gia tr cac n hang nh: PCO, PMO, PCL, dau an Neptune, bot giat OMO, nc suc mieng Lysterine, thuoc nho mat Vrohto, vien ngam Strepsil, Salonpas Ben canh o, nham khuyen khch ngi tieu dung mua va s dung PIQ, trong thi gian nay cong ty cung a thc hien chng trnh khuyen mai Vang go ca t 18/11/2006 en 24/12/2006 (thc hien chung cho tat ca cac san pham Plusssz) danh cho ngi tieu dung: vao ngay 24/12/2006 ong gia Noel se en bat ky gia nh nao trong a ban TP. HCM, neu trong gia nh o co bat ky tuyp Plusssz nao th se c tang ngay mot vien Plusssz bang vang tr gia ch vang. 5.2.4.6 Tong hp cac hoat ong trng bay PIQ nam 2006 va quy 1/2007 Muc tieu: - Khuyen khch trng bay san pham tai cac iem ban trong giai oan gii thieu PIQ ra th trng - Tang mat o xuat hien, nhan dien hnh anh PIQ tai moi iem ban va duy tr hnh anh PIQ tai cac iem ban Mot so hnh thc trng bay: - Trng bay poster/ woblle/ standee/ ke trng bay

53. Chuyen e tot nghiep GVHD: Th.s inh Tien Minh SVTH: Vo Th Phng Thao Trang 53 Lp: HC11 - MA01 - Trng bay tu ban Hoat ong a va ang thc hien - Chng trnh Th tai trng bay cung PIQ t 6/9/2006 en 6/11/2006 khi tham gia trng bay bo trng bay gom: ke trng bay, poster, leaflet, woblle, trng bay tu e nhan c mot trong hai c hoi: + c tra thng trng bay: 1 tuyp PCO va 2 tuyp PMO/ thang + c tham gia rut tham may man vi cac giai thng gia tr cao: 1 giai nhat tr gia 10 trieu/ giai; 2 giai nh tr gia 3 trieu/ giai; 4 giai ba tr gia 1 trieu ong va 100 giai khuyen khch tr gia 100 ngan ong/ giai. - Chng trnh tra thng trng bay hang thang: + Trng bay va lay hang gom: 2 tuyp PIQ + 10 tuyp PMO/ thang c them 2 tuyp PMO. + Treo poster se co mc tra thng t 2 en 6 tuyp PMO/thang tuy theo dien tch cua v tr treo poster (thoa thuan) 5.2.4.7 Tong hp hoat ong dung th PIQ nam 2006 va quy 1/2007 Vi muc tieu gii thieu san pham PIQ en ngi tieu dung, khuyen khch ho dung th va mua ve dung, ong thi ho tr cac ai ly ban PIQ thuan li hn trong thi gian au. Trong nhng thang cuoi nam 2006 va quy 1/2007 cong ty a to chc cac t dung th san pham (sampling) tai mot so nha thuoc ln, sieu th, trung tam thng mai mot so thanh pho trong ca nc nh: Ha Noi, TP. HCM, Bnh Dng, Dak Lak, Khanh Hoa, a Nang, Hue.Vi tong ngan sach danh cho hoat ong nay khoang gan 30.000USD.

54. Chuyen e tot nghiep GVHD: Th.s inh Tien Minh SVTH: Vo Th Phng Thao Trang 54 Lp: HC11 - MA01 5.2.5 Mot so hnh anh cua cac hoat ong truyen thong PIQ a thc hien: Quang cao Prind ad

55. Chuyen e tot nghiep GVHD: Th.s inh Tien Minh SVTH: Vo Th Phng Thao Trang 55 Lp: HC11 - MA01 Galaxy Internet ad TVC

56. Chuyen e tot nghiep GVHD: Th.s inh Tien Minh SVTH: Vo Th Phng Thao Trang 56 Lp: HC11 - MA01 Advertorial Tai tr cuoc thi tren tap ch VHTT

57. Chuyen e tot nghiep GVHD: Th.s inh Tien Minh SVTH: Vo Th Phng Thao Trang 57 Lp: HC11 - MA01 Roadshow Sampling

58. Chuyen e tot nghiep GVHD: Th.s inh Tien Minh SVTH: Vo Th Phng Thao Trang 58 Lp: HC11 - MA01 6. anh gia chien lc truyen thong PIQ lan au tien c tung ra th trng vao ngay 23/8/2006. Ho tr cho viec tung san pham mi ra th trng la cac hoat ong truyen thong tong lc c thc hien mot cach chuyen nghiep va bai ban (tng giai oan khac nhau co nhng hoat ong truyen thong hp ly nham khai thac toi a s chu y cua khach hang va thuc ay hoat ong ban hang tai tat ca cac iem ban PIQ). Nh o, en cuoi quy 1/2007 tong doanh so ban cua PIQ tai th trng TP. HCM la 85.010 tuyp chiem 50% tong doanh so ban PIQ toan quoc va san pham a co mat gan 900 nha thuoc trong he thong 1737 nha thuoc hien tai tai TP. HCM cua Plusssz. Bc au, hoat ong truyen thong tong lc a at c nhng muc tieu marketing, cung nh muc tieu truyen thong a e ra trong nam 2006 va quy 1/2007. Bang 2.4 - Bang tong hp doanh so PIQ tai TP. HCM 2006 va quy 1/2007 VT: Tuyp 2006 2007 T8 T9 T10 T11 T12 T1 T2 T3 T4 Tong doanh so ban Tong doanh thu 510 6.000 14.000 8.100 9.000 18.000 9.500 4.900 15.000 85.010 2.295.270.000 (Nguon: Bao cao tong ket tnh hnh kinh doanh quy 2/2007 cua cong ty) Ghi chu: Giai oan thang 1/2007 la thi gian chuan b on Tet Nguyen an do o cac nha thuoc a co hoat ong at hang e d tr. Ben canh o, ay la thi gian ma hoc sinh cap III chuan b cho thi gian on thi ai hoc, nhu cau ve san pham tang cao. Do o, doanh so cua T1/2007 a tang ot bien so vi cac thang con lai.

59. Chuyen e tot nghiep GVHD: Th.s inh Tien Minh SVTH: Vo Th Phng Thao Trang 59 Lp: HC11 - MA01 CHNG 3 : MOT SO Y TNG E XUAT NHAM HOAN THIEN CHIEN LC TRUYEN THONG CUA PIQ Mac du, en thi iem nay hoat ong truyen thong cua PIQ a at c nhng thanh cong nhat nh. Tuy nhien, hoat ong truyen thong xay dng thng hieu PIQ cung con phai tiep tuc thc hien trong thi gian dai sap ti. Vi mong muon hoan thien hn nhng hoat ong truyen thong o va trong khuon kho bai viet chuyen e tot nghiep nay thong qua nhng thong tin tm hieu c ngi viet xin a ra nhng y kien e xuat di ay 1. Muc tieu truyen thong - Gia tang toi a s xuat hien hnh anh PIQ tren cac phng tien truyen thong pho bien. T o tang o phu thong iep tren th trng - Tao hnh anh PIQ gan gui vi i song hang ngay 2. Mot so e ngh truyen thong 2.1 S dung hnh anh ngi Viet Nam trong cac mau quang cao Vi nh v xuat x la hang nhap khau t chau Au nen cong ty a s dung hnh anh ngi nc ngoai cho tat ca cac mau quang cao ve PIQ t khi bat au tung ra th trng en nay. Mot hnh anh ngi nc ngoai nghiem trang, am me cong viec, say me hoc tap . Tuy nhien, theo anh gia ca nhan ngi viet th hnh anh o qua nghiem tuc va kho gan. Trong khi o gii nhan vien van phong lam viec tai cac thanh pho ln Viet Nam hien nay a mang mot hnh anh khac trc: ho co kien thc, ky nang tot, chuyen nghiep, tre trung, nang ong, hoa ong va thanh at. Con gii sinh vien hoc sinh th nang ong, sang tao va luon am me

60. Chuyen e tot nghiep GVHD: Th.s inh Tien Minh SVTH: Vo Th Phng Thao Trang 60 Lp: HC11 - MA01 nghien cu, hoc tap Do o, toi e xuat y kien s dung hnh anh ngi Viet Nam trong cac mau quang cao trong giai oan ti cua PIQ nham tao s gan gui cung nh e ngi s dung de dang thay c hnh anh cua mnh khi s dung PIQ hang ngay. Cu the hnh anh nh sau: - Nam, n nhan vien van phong: Tre trung, nang ong, hoa ong Tac phong lam viec chuyen nghiep Thanh at - Nam, n sinh vien hoc sinh Say me nghien cu, hoc tap Nang ong, hoa ong 2.2 S dung cong cu email va trang Yahoo Ben canh ke hoach s dung cac kenh truyen thong truyen thong a thc hien la bao, tap ch, ai truyen hnh. Toi co y kien e xuat s dung them phng tien khac la: quang cao tren yahoo mail, yahoo messenger va s dung email e gi th bao. 2.2.1 Thue v tr quang cao tren trang yahoo mail va yahoo messenger Vi s pho bien cua viec s dung yahoo mail va yahoo messenger trong giao dch hang ngay th viec moi nhan vien trong cong ty (ngoai viec s dung a ch email cua cong ty) cung nh moi sinh vien, hoc sinh co mot a ch yahoo mail va yahoo messenger e lien lac la ieu tat yeu. Do o, toi e xuat thue v tr at banner quang cao PIQ 2 hop th tren. Cu the nh sau: - Moi trang at mot banner quang cao PIQ

61. Chuyen e tot nghiep GVHD: Th.s inh Tien Minh SVTH: Vo Th Phng Thao Trang 61 Lp: HC11 - MA01 - Ch xuat hien nhng a ch cua oi tng s dung la: nhan vien van phong, sinh vien, hoc sinh tai Viet Nam - Chi ph: 5.000USD/ thang/ 5 trieu lt xuat hien (gia tham khao tai cong ty quang cao trc tuyen On Top Rank - Ha Noi) - Ly do thuyet phuc: Yahoo la mot trang web ln Co the xuat hien hng vao oi tng s dung la khach hang muc tieu cua PIQ tai Viet Nam Chi ph tnh cho mot lan xuat hien khoang 10 (tren moi trang). ay chi ph hp ly va chap nhan c Co the bat au bat ky luc nao Lu y: e at c hieu qua tot nhat khi s dung cong cu nay th trang web cua PIQ phai c nang cap hn na: toc o truy cap trang web nhanh hn, thong tin phong phu hn. 2.2.2 Mua d lieu cac a ch email co chon loc va gi thong iep cua PIQ hang ngay - Muc tieu: Truyen tai thong iep PIQ - bo tr nao, tap trung cao va gi y, nhac nh viec uong PIQ e lay lai s tap trung tiep tuc lam viec en oi tng chnh la nhan vien van phong lam viec tai cac cong ty va oi tng m rong la tat ca nhng oi tng s dung yahoo mail va yahoo messenger hang ngay. - Hnh thc: Vao hai khoang thi gian la: 11:00 va 15:30 la luc ma tinh than lam viec cua moi ngi ang xuong, ho cam thay met moi va khong con s tap trung

62. Chuyen e tot nghiep GVHD: Th.s inh Tien Minh SVTH: Vo Th Phng Thao Trang 62 Lp: HC11 - MA01 cao nh au gi lam viec. Luc nay ho thng ngh giai lao trong vai phut e uong cafe hoac mot thc uong nao o e lay lai s tap trung va lam viec tiep tuc. Vao thi iem nay cong ty se gi en tat ca a ch email trong danh sach mot email gi y s dung PIQ e cung cap nang lng cho tr nao giup lay lai s tap trung tiep tuc cong viec. - Cac loai email d kien s dung: @vnn.vn @hn.vnn.vn @hcm.vnn.vn @dng.vnn.vn @fpt.com @congty.com (mail cong ty tai VN) @congty.com.vn (mail cong ty tai VN) - Chi ph: 200.000 (Chi ph tren bao gom: khoang 10 trieu a ch thuoc cac loai email neu tren va 01 a chay chng trnh - gia tham khao tai cong ty D.A.C.S.I.T, Ha Noi) - Thi gian d kien bat au thc hien: thang 11/2007 2.3 Ke hoach tai tr cuoc thi Giang Sinh Muon Mau tren bao SGTT Muc ch chng trnh Tang s thien cam, gay s chu y en hnh anh thng hieu Nhac nh ngi tieu dung la ban oc cua bao SGTT ve hnh anh PIQ oi tng tham gia Tat ca ngi tieu dung la ban oc cua bao SGTT

63. Chuyen e tot nghiep GVHD: Th.s inh Tien Minh SVTH: Vo Th Phng Thao Trang 63 Lp: HC11 - MA01 Ban to chc: - To chc chnh: bao SGTT - Ban giam khao gom: + Bien tap vien trang Nha ep va phong vien anh cua bao SGTT + Mot ai dien cua cong ty Hnh thc thc hien - PIQ ket hp cung bao SGTT to chc cuoc thi Giang Sinh muon mau t ngay 12/11/2007 en 31/12/2007. - PIQ la nha tai tr oc quyen. - Mot so quyen li SGTT danh cho nha tai tr: + c at 01 logo tai tr tren dien tch bao s dung cho cuoc thi trong suot thi gian dien ra cuoc thi. + c ang 02 ky gii thieu san pham trong chuyen muc San pham tiep th cua bao SGTT (gom 70 ch va 1 hnh anh). + c ang 02 ky chan trang tren dien tch bao s dung cho cuoc thi. + c nhan 15 t bao bieu moi tuan e tuyen truyen. Noi dung chng trnh: - Ban oc tham gia cuoc thi bang cach gi 1 hnh chup (cha chnh sa) thc te tai nha tac pham cay thong hoac hang a tuyet vi nhat ma ho cung gia nh a trang hoang kem theo mot bai viet khoang 200 - 500 t ke ve nhng chuyen vui trong qua trnh thc hien hoac nhng ieu c vao mua Giang Sinh nam nay.

64. Chuyen e tot nghiep GVHD: Th.s inh Tien Minh SVTH: Vo Th Phng Thao Trang 64 Lp: HC11 - MA01 - Cach gi bai thi: co 2 hnh thc gi bai d thi + Gi bang ng bu ien: toa soan bao SGTT 25 Ngo Thi Nhiem, P6, Q3, TP. HCM. + Gi bang email gom file bai va file anh (dung lng toi thieu 1MB, cha chnh sa) ve a ch email: giangsinhmuonmau@sgtt.com.vn + Han chot gi bai d thi qua 2 hnh thc tren vao luc 17:00 ngay: 20/12/2007 - Cham iem: ket qua se c tnh bnh quan theo iem bai viet va hnh anh cua Ban giam khao da tren cac tieu ch: chat lng bai viet, hnh anh, tnh chan that va cam xuc qua bai viet. - C cau giai thng: tong gia tr giai thng la 20.000.000. Bao gom: + 01 giai xuat sac (hnh va bai hay nhat): 6.000.000/giai + 02 giai Cay thong ep nhat: 2.000.000/giai + 02 giai Hang a ep nhat: 2.000.000/giai + 03 giai bai viet hay nhat: 1.000.000/giai + 06 giai khuyen khch: 06 phieu mua hang tai Coop Mart tr gia 500.000/phieu Cach thc to chc - Kch thc trang bao cho cuoc thi: 1 trang - Tong chi ph tai tr: 100.000.000 - Chi ph cu the nh sau:

65. Chuyen e tot nghiep GVHD: Th.s inh Tien Minh SVTH: Vo Th Phng Thao Trang 65 Lp: HC11 - MA01 STT DIEN GIAI SO LNG N GIA TONG Giai thng 10 Giai xuat sac 1 6.000.000 6.000.000 Giai Cay thong ep nhat 2 2.000.000 4.000.000 Giai Hang a ep nhat 2 2.000.000 4.000.000 Giai bai viet hay nhat 3 1.000.000 3.000.000 1 Giai khuyen khch 6 500.000 3.000.000 2 28% chi ph trang bao 8 33.000.000 73.920.000 3 Thue ong gia Noel 1 150.000 150.000 4 Thue trang phuc ong gia Noel 1 130.000 130.000 5 Chi ph to chc (thiet ke trang bao, theo doi, tong hp ) 1 5.800.000 5.800.000 Tong 100.000.000 - Lch ang bao: Ky Ngay ang Noi dung 1 12/11/2007 Phat ong cuoc thi 2 19/11/2007 Phat ong cuoc thi 3 26/11/2007 Tom tat the le va giai thng + 2 bai d thi 4 03/12/2007 Tom tat the le va giai thng + 2 bai d thi 5 10/12/2007 Tom tat the le va giai thng + 2 bai d thi 6 17/12/2007 Tom tat the le va giai thng + 2 bai d thi 7 24/12/2007 Cong bo ban oc at giai + trao giai 8 31/12/2007 Tong ket cuoc thi anh gia ket qua chng trnh Vi so lng phat hanh hien tai cua SGTT la : 145.000 ban/ky th trong suot 8 tuan xuat hien cuoc thi hnh anh cua PIQ en c vi t nhat khoang

66. Chuyen e tot nghiep GVHD: Th.s inh Tien Minh SVTH: Vo Th Phng Thao Trang 66 Lp: HC11 - MA01 1.160.000 lt ban oc. Trong o, chng trnh thanh cong khi co t nhat 1.450 ban oc (chiem 1% lng phat hanh 1 ky bao) tham gia cuoc thi. Thong tin lien he - Toa soan bao SGTT : 25 Ngo Thi Nhiem, P6, Q3 - T: 08. 930 5377 Fax: 08. 930 5378 - Email chng trnh: giangsinhmuonmau@sgtt.com.vn

67. Chuyen e tot nghiep GVHD: Th.s inh Tien Minh SVTH: Vo Th Phng Thao Trang 67 Lp: HC11 - MA01 KET LUAN Vi nhng muc tieu a c at ra va qua thi gian 3 thang thc hien e tai nay c ban a giai quyet c nhng van e sau: - Tm hieu c nhng muc tieu c ban cua mot chien lc truyen thong xay dng thng hieu cho san pham mi - Plusssz IQ. - Tm hieu ke hoach thc hien nhng hoat ong cu the cho mot chien lc truyen thong tong lc nham gii thieu hnh anh san pham mi tren th trng. - Tm hieu c cach thc xay dng ke hoach cho tng hoat ong cu the trong thc te Tuy nhien, vi nhng han che ve: thi gian, kinh nghiem thc te cua ban than ve nganh san pham cung nh nhng han che thong tin ve hoat ong cua cong ty anh hng trong qua trnh thc hien nen e tai van con mot so van e cha the giai quyet c nh: - Xay dng ke hoach hoan chnh cho tng e xuat cu the - M rong e xuat hoat ong truyen thong sang cac hnh thc nh: khuyen mai, trng bay, cac hoat ong kch hoat thng hieu - M rong pham vi nghien cu tren ca nc Nhng ket qua hien tai cua e tai nay la nhng no lc, co gang het sc cua em trong qua trnh thc hien. Rat mong nhan c s thong cam cung nh nhng nhan xet, anh gia t thay hng dan va t cong ty e em co c hoi hoan chnh e tai nay tot hn.