marketing ngan hang

DCH V EFTPOS CA VIETINBANK

GVHD: TS BI VN QUANG

1. Phn tch th trng1. 1Quy m th trng EFTPOS (electronic funds Trasner at point of Sale) l mt trong 4 hnh thc ca E-Bking, l im bn hng t ng;Tin mua hng ha c chuyn mt cch t ng t ngn hng ca khch mua hng n ngn hng ca ngi bn hng. Dch v EFTPOS trn th gii c s dng rng ri t nhiu nm trc cc nc cng nghip pht trin.S khch hng s dng chim ti 70% dn s v ang tip tc tng. So vi th gii th dch v ny kh pht trin Vit Nam cn kh mi m. Thng im bn hng l siu th, nh hng, khch sn, shopping center, ca hng thc n nhanh, khu du lch trm xng.Vi khong 87 triu dn, th trng th NH ti Vit Nam c nh gi cn y tim nng khi cc NH mi ch pht hnh c gn 40 triu th, vi 2 triu th quc t, khong 70. 000 my POS v 13. 000 my ATM. Chnh v vy, t nhiu nm ang y qua, cc NHTM mnh hot ng th nhm gia

kinh doanh tng ngun y rng cng chng trin trn mnh

thu t dch v v th phn, m thng hiu n vi quy m pht khp cc tnh

thnh trong c nc. Cc ngn hng cung cp dch v E-banking bao gm: ACB, Vietinbank, ng banhk, Vietcombank, Maritimebank, Eximbank, Vpbank, Sacombank. Trong ngn hng Vietinbank pht trin cao nht v dch v ny chim gn ti 20% th phn:Trong 2 nm tr li y, ring s lng my ATM trn a bn tnh Qung Ninh khng ngng c nng cp v lp t mi p ng nhu cu ca khch hng. Hin trn a bn c 246 my

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giao dch t ng, 647 my EFT/POS v 430 n v chp nhn th, s lng th thanh ton ang lu hnh l 580. 395 th 1. 2Xu hng ngnh hng Cng vi nhn thc v quan im th s cnh tranh pht trin dch v ca cc ngn hng thng mi nc ta ang s pht trin theo ba xu hng ch yu sau: Mt l, pht trin cc dch v trn th trng ti chnh, ch yu trn th trng chng khon Hai l, pht trin sn phm, dch v ngn hng bn l tin ch v hin i: Tng tin ch ca ti khon c nhn a dng cc sn phm ca dch v ngn hng c nhn Gia tng tnh tin li v dch v ti khon cho khch hng da trn cng ngh ngn hng hin i Ba l, m rng cc dch v ngn hng quc t Trong xu hng th 2 vGia tng tnh tin li v dch v ti khon cho khch hng da trn cng ngh ngn hng hin ic coi l mt trong nhng mc tiu pht trin ca cc ngn hng . Vi dn s ng,nn kinh t tng trng,nhu cu s dng dch v NH tng cao. Ngi tr thch tip xc vi cng ngh mi, s dng cc knh dch v hin i, tin ch hn v tit kim c chi ph cng nh thi gian cho cng vic.Th cung cp cho khch hng s tin li m khng mt phng tin thanh ton no c th so snh c, c bit i vi ngi hay i cng tc, du lch nc ngoi, th c th gip thanh ton bt c u m khng phi mang theo tin mt hay sc du lch. Ch th c th hon ton yn tm v s tin ca mnh trc nguy c b mt cp.Thm ch d th c th b ly cp, NH cng bo v cho ch th bng m s PIN, nh v ch k trn th nhm trnh kh nng rt tin ca k trm. Chp nhn thanh ton th gip cc n v chp nhn th thc hin giao dch vi khch hng nhanh hn. Vi cc thit b chuyn ngn in t ti imNhm 5 Page 2



bn hng EFTPOS (Electronic Funds Transfer at Point of Sale) c s dng ngy cng nhiu, khch hng ch vic qut th qua thit b ny, mi thng tin trn th c nhn dng, giao dch c thc hin. i vi NHVietinbank, thanh ton th to ngun thu khng nh, l cc loi ph v li sut cho khon tn dng m ch th chm thanh ton. l cha k cc khon thu t nhng dch v v u t km theo; cc ti khon tin gi ca khch hng thanh ton th v ca cc n v chp nhn th cng to cho NH mt ngun thu ng k. Thanh ton th cn l c s hin i ha cng ngh NH, khi a ra mt loi hnh thanh ton mi phc v khch hng buc NH phi khng ngng hon thin, nng cao trnh , trang b thm thit b k thut cng ngh cung cp cho khch hng nhng iu kin tt nht trong thanh ton, m bo uy tn, s an ton, hiu qu trong hot ng NH. Nhn thy c tm quan trng trong xu hng pht trin ca dch v EFTPOS ngn hng Vietinbank khng ngng n lc i mi pht trin cng ngh. 1. 3. Phn khc th trng Th trng c th phn khc nh sau: Theo v tr a l(gia thnh th v nng thn) Trnh vn ha, ngh nghip C cu dn s Php lut v vn ha V tr (a l gia thnh th v nng thn). Thng dch v ny nh vo nhng ni tp trung cc thnh ph ln nh H Ni, tp. H Ch minh vv pht

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trin kinh t v nhu cu s dng dch v EFTPOS cao hn so vi vng nng thn. Trnh vn ha: nh hng ti kh nng pht trin ca th trng, do dch v l ng dng cng ngh mi, i hi con ngi phi c nhng kin thc nht nh v h thng dch v ny. nh gi tim nng pht trin dch v l kh cao vi c cu dn s tr, lc lng lao ng l ch yu, mt khc trnh nhn thc ngi dn c nng cao, kh nng tip thu nhanh chng vi cng ngh mi. Nhu cu v dch v thanh ton qua th dn chim c lng tin khch hng Php lut v vn ha: cng l mt yu t cc ngn hng ch ti khi a ra th trng. Nh nc ta khc hng c thi quen s dng tin mt, mt khc nhng ro cn v giao lu kinh t vn ha ca cc nc c th dn ti quy m pht trin th trng b thu hp li. Tuy nhin thc t cho thy cng ngh lun dn u khi dch v h thng EFTPOS ngy cng pht trin mnh. 1. 4. Th trng mc tiu: Con ngi lun c xu hng thanh ton cho nhng dch v hng ha theo cch thc n gin nhanh chng, hiu qu, t tn km nht v cng ngh chi tr ton cu hon ton p ng c iu . Cc cng ty v c nhn ang dn hn ch cc loi th truyn thng vn ch da vo s tin cy ln nhau nh th tn dng hay th ghi n hng ti nhng dch v a dng ca nn cng ngh cao.Ngi tiu dng cng thch th vi loi hnh tin in t bao gm th tn dng trc tuyn, thanh ton gin tip v EFTPOS.Qua mt th k, h c th la chn nhiu hnh thc thanh ton khc nhau c th trng trong nc ln nc ngoi. Th trng ton cu c mt tim nng pht trin v hn.Hn 70% giao dch vn phi thanh ton bng tin mt hoc k sc nhng nhng giao dch ny c th uc thc hin nhanh v an ton hn nh vic s dng th tn dng credit card, th ghi n debit card hoc th thng minh smartcard v dch vNhm 5 Page 4



EFTPOS. Vi xu th pht trin ton cu,Th trng ni a mc tiu cho s pht trin dch v EFTPOS nc ta c th bt kp th gii

2. Phn tch khch hng mc tiu2.1 nh gi nhu cu/ mong mun Vi dch v EFTPOS ny, khch hng mong mun: Qa trnh thanh ton nhanh gn hn,thun tin hn, n gin cng tit kim cng tt. t tn chi ph cho vic in n cng nh thu nhn cng, tit kim c nhiu thi gian. Gim bt c ri ro trong qu trnh thanh ton nh: trnh vic mang tin mt i mua sm, nhn tin thi ton tin l, tin rch, tin khng tiu chun lu hnh Mong mun c hng cc u i t vic thanh ton qua cng c ny, chng hn nh khuyn mi,hay c cng thm tin vo ti khon. 2.2 Yu t hp dn ca sn phm (yu t ni tri,khc bit) So vi vic thanh ton ton tin mt khi mua sm ti cc ca hng, siu th, trung tm mua sm, vi dch v ny khch hng c rt nhiu thun tin: Ch th s dng s khng mt ph, m cn c ngn hng cng thm im vo th ATM (c th quy i thnh tin hay qu tng) hn ch ri ro tht thot tin mt, an ton. Vi ngn hng, cc khon thanh ton u thng qua vi ngn hng m khng cn bt c th tc no, tit gim chi ph giao dch, ngun tin c tnh lu ng cao. Khi s dng EFTPOS s gia tng lng s dng th ATM, to cho ngn hng c th tip th c sn phm ca mnh. Vi i l chp nhn th, khng b mt khon tin lp t my POS m c ngn hng lp t min ph (hoc l khng ng k). Tit kim

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c nhn s (thu ngn, kim tin, k ton. . ), hn ch ri ro khi thanh ton bng tin mt. 2.3 Li ch tri nghim ton din (u im, hn ch tri qua)2.3.1. u im

Phng thc thanh ton thun tin, n gin: khch hng c th s dng th thanh ton, mua bn hng ha, dch v mt cch d dng, khng cn phi mang theo tin mt, cng nh hn ch vic tiu dng tin mt (kh khn thanh ton hng ha c gi tr cao, tin gi, tin khng tiu chun lu hnh. . ) An ton, b mt hn so vi thanh ton bng tin mt (giao dch c m ha, tun th thao tc bo mt ca ngn hng) Ngoi ra c hng cc chng trnh khuyn mi ca cc dch v chp nhn th dnh ring cho i tng khch hng l ch th.2.3.2Nhc im

My POS ca vietinbank ch thanh ton c vi nhng th ATM cu chnh ngn hng vietinbank pht hnh hoc l my POS ca ngn hng khc lin minh th ATM (c s chung h thng kt ni Internet,Smartlink, VNBC. . ), khng th chp nhn c ATM ca mi khch hng, bt tin cho ngi tiu dung. Mt % ha n chit khu t ha n mua hng ca khch hng (khc bit vi tin mt khng b mt). 2.4 Hnh vi quyt nh tiu dng (l do la chn) Nhu cu tt yu trong x hi, mong mun tit kim, thun tin, n gin cng tt. Theo tin ca s pht trin cng ngh thng tin. 2.5 Ngn sch chi tiu (tin chi tiu lin quan n dch v) S tin chi cho cc i tng: Vin chccao Sinh vin thpNhm 5 Page 6



Cng nhntrung bnh 2.6 Cng c tip th c ngi tiu dng chp nhn Webside cc ngn hng www. vietcombank. com. vn , www. sacombank. com. vn. . . Media : radio, knh TV: VTV1,HTV9,knh gii tr. Chng trnh qung co v dch v. 2.7 Nim tin sn phm ( khch hng quan tm n thng hiu no?) Ngn hng : Vietcombank, Dong , Sacombank. S dng loi th ghi n : POS, VISA, MASTER, AMEX. . 2.8.Tnh hung hin ti ca vietinbank: Eftpos ang ngy cng pht trin ti th trng Vit Nam, nm bt iu ny vietinbank trin khai 1 lot chng trnh marketing nhm pht trin mnh m dch v ny, nhm vt ln so vi nhng ngn hng khc ti th trng Vit Nam. Thc hin chng trnh khuyn mi, tng qu, rt thm trng thng cho nhng ai tham gia giao dch qua h thng eftpos thay v giao dch theo cch truyn thng. ng thi cng thc hin chng trnh tng qu cho nhn vin giao dch. Vi i l chp nhn th, khng b mt khon tin lp t my POS m c ngn hng lp t min ph( hoc l khng ng k) Tng cng thm lc lng v thnh lp thm t th.

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MA TRN SWOTIM YU S lng my pos ca vietinbank hin c tng i t. S lin kt gia cc ngn hng v th khng cao.

IM MNH S lng th atm ca vietinbank c khch hng s dng ln. L ngn hng c uy tn cao. H thng my pos nhiu, c cht lng cao. H thng o to nhn vin v cch s dng eftpos hin i. C HI Nn kinh t cng pht trin, trnh khch hng ngy cng cao, d dng tip xc, s dng my pos. S lin kt th gia cc ngn hng phn no gip khch hng ho hng hn vi dch v eftpos. Chnh ph c nhiu chnh sch khuyn khch ngi dn s dng eftpos.

THCH THC S cnh tranh mnh m, quyt lit ca cc ngn hng khc nh: VCB, WB, SCB. Thi quen tiu dng tin mt ca ngi dn vn kh cao. Chi ph tng i cao.

4.Phn tch i th cnh tranh v dch v eftpos ca vietinbank:Hin nay, trn th trng Vit Nam ngoi vietinbank th cn kh nhiu ngn hng hoc ang pht trin hoc chun b pht trin dch v eftpos. N bo ng mt s cnh tranh khc lit gia cc ngn hng vi nhau.

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VIETINBANK Sn phm -cht lng -chng loi Gi c( li, ph) Thp

SACOMBANK

AGRIBANK

a dng, cht lng cao

cao

Trung bnh

Thp

Thp

Phn phi Qung co Khuyn mi

Rng ri

Rng ri

Tng i

Rm r

Tng i

Thp

Cng ngh, c s Cao, ng u v cng ngh vt cht Thng hiu cao Cao, chim gn Th phn 20%

cao

Trung bnh

cao

cao

Kh cao.

Trung bnh

5. Mc tiu tip th5.1 Mc tiu th phn Hin nay ngn hng Viettinbank l ngn hng chim gi th phn ln ca dch v eftpos, chim khong 20%,ng u th phn so vi cc ngn hng khc trn th trng Vit Nam. Ngn hng xc nh mc tiu sp ti vn chim gi v tr ng u v dch v eftpos trn th trng, cao hn t l 20% hin ti

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5.2 Mc tiu phn khc i tng s dng dch v eftpos ca ngn hng l nng thn v thnh th.i vi tng phn khc th ngn hng ra nhng mc tiu nht nh. th trng vng thnh th , ngn hng ch trng nh vo cc doanh nghip, nhn vin cng s vi mc ch nh : tr tin lng, rt tin. th trng vng nng thn, ngn hng ch trng vo mc tiu s dng dch v eftpos thng qua tr tin mua sm hng ha ca cc doanh nghip v cc h gia nh.T vic phn khc v xc nh mc tiu hng ti nh vy, ngn hng d dng tip cn cc i tng s dng dch v cc phn khc m ngn hng ra. 5.3 Mc tiu truyn thng Vi vic s dng chng trnh truyn thng nh qung co trn cc knh ti chnh,info tv, vtv,cc trang wed ni v eftpos nh :eftpos. com/meaning. html,www. eftposaustralia. com. . . Ngnhng ra mc tiu nhanh chng, d dng mang sn phm dch v eftpos n tay ngi tiu dng thng qua cc knh qung co ph bin. 5.4 Mc tiu doanh s Ngn hng ang xc nh doanh s s dng dch v m ngn hng mun t c.V dch v ang chim gi th phn ln nn ngn hng cng ang ra mc tiu ng u v doanh s s dng dch v, thu li li nhun cao khi c nhiu ngi s dng dch v.

6. Phn khc, nh gi v la chn th trng mc tiuNNG THN (x, huyn, th) THNH TH (thnh ph, th ) Mong mun pht huy Mong mun c mt sn Li ch tm kim phm tt, tip cn cng ngh nhanh. nhiu sn phm tin tin, pht trin hng u v cng ngh, tit kim thi gian, thun tin thanh ton, trnh ri ro khi sNhm 5 Page 10



dng th. Hnh vi mua v tiu dng Mua sm tn sut cao, khi lng thp. Tn sut thp, khi lng cao. Pht trin tc nhanh chng a s c thu nhp cao, n nh, nhn thc v cng ngh cao. Thch tm ti cng ngh mi, ho phng.

Cng ngh

Lc hu, chm pht trin

Nhn khu

C thu nhp thp, t hiu bit v cng ngh Tit kim, tiu dng va

Tnh cch li sng

v nh, thch s dng tin mt

Thu nhp Trnh vn ha

Thp, trung bnh Thp Agribank, Dong A bank. 20%

cao Cao Vietinbank, vietcombank. 60%

Nhn hiu tiu dng

Th phn

nh gi mc hp dn ca tng on th trng Nng thn Quy m v s tng trng Tnh hp dn ca on th trng Quy m nh, s lng thp, mc tng trng cha cao Tnh hp dn cha c ch trng, khng c u tin nh thnh ph. Khng c nhiu i thNhm 5 Page 11

Thnh ph Quy m ln, s lng cao, mc tng trng vt bt c ch trng , hp dn c u tin v chnh sch nh nc



cnh tranh Li nhun mang v khng ng k

Xut hin nhiu i th cnh tranh nng cn: agribank, vietcombank, chu bank Thu v li nhun cao u t cng ngh mi v hin i

Cc mc tiu v kh nng ca cng ty

Cha c ngn hng la chn, cng ngh thp, thng hiu cha c khng nh

c ngn hng la chn, pht trin nhiu cng ngh hin i, nhiu nhn lc, u t nhiu vn, thm nhp th trng kh lu Hin ang a ra dch v mi E-partner

7.K hoch tip thPhn tch th trng v xc nh v tr Vietinbank trn th trng: VietinBank tip tc m rng mng li v tr thnh ngn hng c quy m ln th 2 ti Vit Nam, tnh n 31/12/2011, vn iu l ca Vietinbank l 20.230 t ng.Ton h thng c 1095 n v mng li tri khp 63 tnh/thnh trong c nc.S lng th ghi n v th tn dng quc t do VietinBank pht hnh t gn 5 triu th, s lng n v chp nhn th t gn 6.000 n v. VietinBank l ngn hng th hai v th phn th ghi n v th 3 v th phn th tn dng quc t. Tc tng trng POS t hn 200% trong nm qua a VietinBank ln v tr dn u v th phn POS. Sn phm

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th ca VietinBank tch hp c rt nhiu tin ch u vit nh VnTopup, SMS Banking, gi tit kim c k hn ti ATM, thanh ton trc tuyn... C hi th trng:theo nh SWOT phn tch trn v v th Vietinbank trn th trng. Sn phm dch v POS s l c hi kinh doanh hp dn. 7.1 Xy dng chin lc sn lc sn phm mi: a. Cc cp sn phm EFTPOS: Sn phm c bn: thanh ton ha n mua hng ha dch v, thanh ton trc tuyn, giao dch ti chnh ( chuyn khon, tr n vay), truy vn thng tin ( truy vn s d, lch s giao dch, Sn phm hin thc: my POS, ngn hng, th ATM, h thng mng internet, h thng giao dch, my tnh, in thoi, nhn vin ti im giao dch Sn phm gia tng: mua bn hng thanh ton qua h thng POS trn ton quc, thanh ton tin xe bus, tin in, Sn phm k vng: h thng hot ng tt, nhanh chnh xc, an ton, tit kim Sn phm tim nng: chp nhn vic ng tin vo ti khon ti POS vi mc ph 2% s tin giao dch i vi th do Vietinbank pht hnh v 4% s tin giao dch vi th do ngn hng khc pht hnh. Nhn vin ti im giao dch hng dn cho khch hng. lin kt thanh ton vi nhiu ngn hng trong v ngoi nc. b. Quy trnh pht trin sn phm: Xy dng chin lc sn phm mi: hng ti khch hng s dng th c ti khon tin gi v ti khon ATM partner ti Vietinbank. M rng h thng POS v nhiu khu vc khc nhau, lien kt vi cc ngn hang trong nc v ngoi nc. Hnh thnh tng: xut pht t vic hn ch s dng tin mt. kinh nghim giao dch vi khch hng cn tn nhiu thi gian, nhiu thao tc tnh ton d sai st. Nhiu khch hng quan tm s dng dch v vi mong mun thanh ton d dng v thun li.vic xut hin POS s nng cao c li th cnh tranh vi Ngn Hng khc.Nhm 5 Page 13



La chn tng: p ng nhu cu thanh ton khi mua hng ha ti trung tm thng mi, siu th, ca hng,; thanh ton dch v nh in nc, in thoi, bo him, thc hin giao dch kim tra s d, vic giao dch tr nn nhanh chng hn, chnh xc hn v an ton hn. Trin khai v kim nh: Thng qua bng cu hi kim nh kt qu. Thng qua h thng ca hng siu th, hi nhn vin giao dch ti POS. v kin khch hng, thi khch hng v sn phm POS. Tung sn phm ra th trng: a im: lp t POS ti ca hng, siu th, cn tin, nh sch, cn tin, trung tm thng mi, xe taxi S dng cc bin php marketting hn hp nh thc hin chin lc qung co, PR, 7.2 Xy dng chin lc nh gi: Xc nh mc tiu nh gi: tng doanh thu, tng th phn , tng sc canh tranh, tng mi quan h vi cc nhm khch hng. Phn tch nhu cu: Theo s liu ca CTCP Chuyn mch Ti chnh Quc gia Vit Nam (Banknetvn), cho n nay, h thng ngn hng Vit Nam c 13.000 my ATM, 70.000 im chp nhn th (POS); hn 40 ngn hng pht hnh th, vi trn 27 triu th thanh ton c pht hnh. Ch th c th s dng mng li ATM/POS rng khp ca tt c ngn hng, thay v ch c thc hin giao dch ti cc my ATM/POS ca mt s ngn hng no trong ni b h thng ca mnh. 3 h thng x l giao dch th ln nht l Banknetvn, Smartlink v VNBC c kt ni lin thong gia 8 ngn hng ln vi nhau, to iu kin cho dch v eftpos pht trin trong tng lai.Nhm 5 Page 14



Nhu cu y mnh thanh ton th qua POS, to c s thun li cho cc ngn hng pht trin dch v th ngy cng tr nn quan trng. Da trn nhu cu khch hng: vi s lng khch hng s dng th ATM ca ngn hng Viettinbank l hn 5 triu, th phn gn 20% , tng s POS ca Vietinbank t hn 9227 im (s liu nm 2010). Xu hng tng trng trong tng lai cao, c kh nng cnh tranh vi cc i th. Ngi tiu dng ang hng ti s dng dch v POS ca Viettinbank vi mc gi d kin l 0.2% trn s tin thanh ton. Xc nh chi ph: . Giao dch ti POS 2.1. Giao dch vn tin 2.2 Giao dch hon tr 2.3. Giao dch thanh ton ti POS Biu ph giao dch qua BanknetvnCc loi giao dch Mc ph bao gm VAT Ghi ch GIAO DCH THC HIN TRN ATM - Vn tin - In sao k -Chuyn khon ni b TCPHT tr tng ph: 1.650 VN trong : Tr cho Banknetvn: 550 VN Tr cho TCTTT: 1.100 VN

Mc ph (gm VAT) 1.650 1.980 0

S tin ti thiu

TCPHT tr tng ph: 3.300 VN trong : Rt tin Tr cho Banknetvn: 1.650 VN Tr cho TCTTT: 1.650 VN

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Nghin cu gi ca i th cnh tranh:

AgribankTh ghi n ni a Th ghi n quc t Th tn dng quc t

Mc

Loi ph

BIU PH I VI N V CHP NHN TH 1 T l chit khu EDC/POS ti trng hc, bnh vin, quy giao dch thc hin 1.1 chc nng: Thu hc ph, vin ph; i l bn v t ti quy giao dch. Ti thiu 1.2 EDC/POS ti n v chp nhn th 0,3%/s tin giao dch 2 T l hoa hng i l i vi giao dch rt/ng tin mt 0,5%/s tin GD 1%/s tin GD i vi th Visa, MasterCard, CUP: Ti thiu 1,8%/s tin GD i vi th JCB: Ti thiu 3%/s tin GD Khng thu ph chit khu VCNT

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SacombankDanh mc ph th thanh ton Th a Plus Ph rt tin mt ti POS c logo: Sacombank Visa Min ph Khng p 4% (ti Khng dng thiu 60.000) Tra cu s d ti POS Banknetvn/Smartlink/VNBC 2.000 Khng p dng dng p 4% thiu 60.000) (ti Visa Unionpay Imperial ni Th quc t

Danh mc ph th tr trc

Lucky Gift

All You

For

Unionpay

Vinamilk

Ph rt tin mt ti POS c logo: Sacombank Visa 2.000 3% (ti thiu 50.000) Khng p dng Min ph

Danh mc ph th tn dng FAMILY Rt tin mt ti POS Sacombank Li sut thng Ph giao dch ngoi t Ph vt qu hn mcNhm 5

Mc ph Min ph Th chp 1.92% 3% s tin giao dch 0.075%/ngy (ti thiu 50.000)Page 17

Tn chp 2.75%



Phng php chn gi: chn gi cnh tranh vi i th 7.3 Chin lc phn phi: Knh phn phi POS chi tit truy cp http://www.vietinbank.vn/web/home/en/commo n/ql/poslocate/index.html

H Ni: c 13 qun H Ni c POS Mt vi v d:

37 tnh thnh khc

H Ch Minh: c 19 qun huyn c POS

H Ni: CT TNHH Thng mi v Du lch H Anh, 337 Kim M, Ba nh, H Ni, i l bn v my bay Qung Ngi:Tr s chnh, 97 i l Hng Vng - Qung Ngi, Rt tin mt Tp H Ch Minh: METRO CASH & CARRY VIET NAM, P.TAN THOI HIEP, Q.12,TP.HCM, Siu th 7.4 Chin lc xc tin truyn thng: Thit k chng trnh qung b truyn thng Bc 1 :Xc nh ngi nhn tin: ca hng, siu th, doanh nghip, trung tm thng mi, ngn hng lien kt khc. Bc 2: Xc nh mc tiu truyn thong Nhn bit Hiu bit Thin cm a chung: Lm cho vic s dng POS c li cho khch hng nh thanh ton d dng, nhanh chng, an ton. S dng thit k ni bt, tiu nhn mnh, mu sc mnh, kh ch rng, hnh nh mnh m, nhng cch c th nhn bit d dng

Nhm 5

Page 18



nh mua: Hnh ng mua: Tng lng s dng t khch hng hin ti Li ko khch hng ca i th cnh tranh Li ko khch hng cha h s dng sn phm Bc 3: Thit k thng ip Ni dung thng ip: nng cao gi tr cuc sng Hnh thc thng ip: Logo nhn hiu to ra trng tm c th trong khch hng, logo mang khu hiu tin cy hiu qu - hin i, c hnh nh ni bt vi thit k ring p mt v gy n tng, m thanh hng dn giao dch r rng ph hp hn vi tng vng min Ngun thng ip: Da vo uy tn v sc mnh ngn hng m giao dch tr nn ng tin cy hn. Kt cu thng ip: Sp xp m thanh, hnh nh, li kt hp l gy n tng, gip khch hng giao dch hiu qu. Bc 4: Chn thng ip truyn thng Knh c nhn: phng php th tn trc tip, tip cn tng c nhn c s la chn khch mua (gi hang sn cho nhng tim nng Thuyt phc khch hng rng h cn n sn phm POS bng cch a ra nhng l do mnh m

phm v s POS), thn, ni m

dng dch v dung th cn bo gi ti sau nh POS. Ngoi ra, c th dung in thoi, fax.

mc tiu v gi tnh

hiu qu ca chin dch bng cch kho st kin khch hng khi giao dch ti

Thng ip truyn thong ca th tn trc tip bao gm vi mc sau: th gii thiu, t ri, tp sch qung co, bng hnh qung co, bn tin khch hng, muNhm 5 Page 19



sn phm, qu khuyn mi, phiu qu tng, phiu in thng tin phn hi, phong b in sn dn tem sn. Knh phi c nhn: Qung co trn tp ch Tip Th v Gia nh mc ti chnh, qung co hng dn s dng POS. Qung co trn TV, radio, qung co bng pano, aphich. Ngn ng r rng, d hiu, d nh, gy n tng. kt hp hnh nh m thanh, ging iu sp xp b cc hp l. Bc 5 Xc nh ngn sch truyn thng: Vietinbank l mt ngn hng ln th 2 ti Vit Nam vi vn iu l 20.230 t ng, kh nng cnh tranh ln trn th trng, v vy cn xc nh ngn sch truyn thng theo mc tiu nhim v Vietinbank Bc 6 Thu thp thng tin phn hi: thit lp bng cu hi, Ni chuyn vi khch hng hin ti. T chc hi ngh khch hng. Thm ni hoc vn phng ca khch hng. Thu thp thng tin t cc nhn vin bn hng/cc nh phn phi - nhng ngi thng lm vic trc tip vi khch hng.. S dng cc bng hi t ti POS. Nghin cu th trng khm ph thi quen v hnh vi ca khch hng. Cc cuc iu tra x hi ca cc t chc x hi.

7.5 Quan h cng chng PR: T chc chng trnh hot ng x hi qung b cho POS my thanh ton in t thng minh: Hi ngh khch hng, ti tr nm du lch quc gia 2012 7 t ng, t chc k nim Quc t ph n 2012.

8. Ngn sch tip thHot ng kinh doanh ngn hng ngy mt kh khn v th i hi cc ngn hng phi c gng n lc t vic xy dng k hoch kinh doanh n vic thc hin kinh doanh thu ht khch hng. Ha vo xu th chung th ngn hng Vietinbank cng ang n lc rt nhiu t vic lp k hoch n khu thc hin, bn cnh Vietinbank ch trng n vic xy dng v thc hin chin lc qung co. Vietinbank u t nhiu cho mng qung co tp trung thu ht khch hng t hot ng ny. C th c th thy bng chi tit cc ngun ngn sch c cp cho qung co trong 2 nm sau:Nhm 5 Page 20



BNG NGN SCH QUNG CO Y1 Y1 Y1 Q1 Q2 Q3 In n 9 9.5 8 Truyn 10 15 12 thanh Truyn 120 200 110 hnh Ngoi 10 15 13 tri S 2000 0 0 kin Quan 20 15 22 h cng chng Mu 0 0 0 Khc 10 14 15 Tng 2179 268.5 180 cng ( n v : triu ng) Y1 Q4 10 8 125 11 0 17 TNG CNG 36.5 45 555 49 2000 74 Y2 Q1 9.5 11 200 16 0 18 Y2 Q2 8.5 10.5 115 12 0 22 Y2 Q3 10 11.5 125 20 0 25 Y2 Q4 8 12 120 17 3000 18 TNG CNG 36 45 560 65 3000 83

0 11 182

0 50 2809.5

0 20 274.5

0 15 183

0 17 208.5

0 16 3191

0 68 3857

9.Kim tra v nh giK HOCH THC HIN MARKETING NGN HNG T NGY 23/12/2011 N 2/3/2012 Tnh hnh Ni dung Ngi thc Ngi kim cng vic hin tra u tin Bt u cng vic Hin trng Ghi ch

STT

Phn tch T1 th trng Phn tch T2 khch

C nhm

Nguyn

23/ 12 30/ 12

Hon thnh Hon thnh

C nhm

Nguyn

Nhm 5

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hng mc tiu Tnh hung hin ti T3 v i th cnh tranh Xc lp T4 mc tiu Phn T5 khc, nh gi K hoach T6 tip th Ngn T7 sch tip th Kim tra, T8 nh gi C nhm Nguyn 2/3 C nhm Nguyn 24/2 C nhm Nguyn 17/2 C nhm Nguyn 10/2 C nhm Nguyn 6/1 Phn i th cnh tranh cha hon thnh C nhm Nguyn 13/1 Hon thnh Hon thnh Hon thnh Hon thnh Hon thnh

Nhm 5

Page 22

MC LC

1. Phn tch th trng ........................................................................................ 1 1. 1 Quy m th trng .................................................................................... 1 1. 2 Xu hng ngnh hng ............................................................................. 2 1. 3. Phn khc th trng .............................................................................. 3 1. 4. Th trng mc tiu: ............................................................................... 4 2. Phn tch khch hng mc tiu ....................................................................... 5 2.1 nh gi nhu cu/ mong mun .................................................................. 5 2.2 Yu t hp dn ca sn phm (yu t ni tri,khc bit) ...................... 5 2.3 Li ch tri nghim ton din (u im, hn ch tri qua) .................. 6 2.3.1. u im .............................................................................................. 6 2.3.2 Nhc im ........................................................................................ 6 2.4 Hnh vi quyt nh tiu dng (l do la chn) .......................................... 6 2.5 Ngn sch chi tiu (tin chi tiu lin quan n dch v) ........................... 6 2.6 Cng c tip th c ngi tiu dng chp nhn ..................................... 7 2.7 Nim tin sn phm ( khch hng quan tm n thng hiu no?) .......... 7 2.8. Tnh hung hin ti ca vietinbank: ........................................................ 7 4. Phn tch i th cnh tranh v dch v eftpos ca vietinbank: .................... 8 5. Mc tiu tip th .............................................................................................. 9 5.1 Mc tiu th phn ....................................................................................... 9 5.2 Mc tiu phn khc ................................................................................. 10 5.3 Mc tiu truyn thng.............................................................................. 10 5.4 Mc tiu doanh s.................................................................................... 10 6. Phn khc, nh gi v la chn th trng mc tiu ................................... 10 7.K hoch tip th ............................................................................................ 12 Phn tch th trng v xc nh v tr Vietinbank trn th trng: ............... 12 7.1 Xy dng chin lc sn lc sn phm mi: ........................................ 13 7.2 Xy dng chin lc nh gi: ................................................................ 14 7.3 Chin lc phn phi:.............................................................................. 18

7.4 Chin lc xc tin truyn thng: ........................................................... 18 7.5 Quan h cng chng PR: ...................................................................... 20 8. Ngn sch tip th .......................................................................................... 20 9.Kim tra v nh gi ...................................................................................... 21

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