Chien luoc marketing nhom 2

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Transcript of Chien luoc marketing nhom 2

  • 1. K HOCH MARKETING Nhm 2 PONDS AGE MIRACLE SN PHM:
  • 2. Danh sch thnh vin trong nhm Nhom 2: T Bi Hong Dng T Cng t Trn Trung Hiu V Huy Hong Bi Th Hu Nguyn Mnh Hng Nguyn Bo Hng Trn Th Sn Lng Thanh Tng
  • 3. Ni dung chnh I. Phn tch sn phm II. Phn tch th trng III. Chin dch Marketing IV. D tr ngn sch
  • 4. I. Phn tch sn phm
  • 5. 1. Gii thiu v thng hiu POND'S 2. Phn tch sn phm S mnh Mc tiu im mnh im yu c trng sn phm I. Phn tch sn phm
  • 6. 2. Phn tch sn phm im mnh: - Cng ngh: S tr li ca dng sn phm chng lo hoa POND'S AGE miracle to ra mt nn tng trong cng ngh ngn nga v ci thin lo ha da. Thng qua rt nhiu nghin cu thnh cng v hm ln Ritinol tng cng, vin nghin cu POND'S ng dng phc hp Ritinol Booter vo cng ngh advanced CLA complex cng cc hot cht ti u nh AHA + vitamin A, gip tc ci thin cc np nhn vt nm do lo ha ln n 21%. Mang n s ti tr ch sau 7 ngy. - Vi cht kem mn c c ch dnh ring cho ban ngy, gip gim thiu cc vt chn chim, np nhn v vt thm nm do lo ha. - Bo v da hiu qu trc tc hi ca tia UVB & UVA vi ch s chng nng sn phmF15 & PA++. Sn phm c kim nghim da liu - Retinol Booster ch c trong POND'S age miracle l h tng cng hiu qu ca Retinol trong vic gip thc y qu trnh lm mi ln da, sn sinh lng collagen, elastin gip da sn chc v gim r rt cc np nhn, vt chn chim v thm nm do lo ha da. y l tc dng c o ch c trong POND'Ss Age Miracle.
  • 7. 2. Phn tch sn phm im yu: - Ngi tiu dng cha bit n sn phm. - y l sn phm chng lo hoa u tin ca POND'S. c trng sn phm: - L sn phm em li tc dng nhanh nht th trng. - POND'S Age Miracle l dng sn phm ngn nga lo ho t ph co kh nng mang li v ti tr cho ln da ca bn ch sau 7 ngy.
  • 8. Khch hng tim nng Khch hng mc tiu i th cnh tranh II. Phn tch th trng
  • 9. Khch hng tim nng i vi la tui trn 30, th trong cc nhu cu lm p co ti 70% l nhu cu chm soc da. Con s ny mang n mt th trng kh l nng ng. Th trng kem dng, chm soc da l v cng ln, tuy nhin hu ht l cc dng kem dng trng m cha co sn phm dnh cho da lo hoa. c bit, mi trng nhim, bi bn cng lm ln da ph n b lo hoa nhanh hn, v vy y s l th trng v cng tim nng cho sn phm. Theo iu tra : Co 61,5% khch hng s dng sn phm ca POND'Ss 64,5% khch hng mua POND'Ss ti ca hng m phm 58,4% nh gi tt v cht ln ca POND'Ss 70,67% khch hng nh gi gi c p dng cu POND'Ss l ph hp. y l nhng li th cho POND'Ss khi tung sn phm vo th trng.
  • 10. Khch hng mc tiu Nhu cu lm p ca phi yu khng ngng gia tang trong cuc sng hin i ngy nay, c bit l cc dch v v sn phm chm soc da chuyn bit. Trn th trng co rt nhiu cc loi sn phm chm soc da, dng trng ti to da. Trong o cc dng sn phm ca POND'S to c ch ng kh vng chc trn th trng. Vi sn phm POND'S age miracle, khch hng mc tiu m POND'S nhm n l nhng ph n la tui 30-45. y l nhom khch hng co thu nhp n nh v nhu cu lm p c bit l chng lo hoa cho da rt ln. Nhng khch hng ny thng s dng cc loi kem dng da trong thi gian di v ang tm kim mt sn phm tht s b ch v cn thit cho ln da tui bt u lo hoa.
  • 11. i th cnh tranh i th Bior i th Hazeline i th Nivea i th Olay Hin nay trn th trng sn phm m phm uy tn v co thng hiu nh HAZELINE, NIVEA, OLAY, BIORE. Trong o 2 i th cnh tranh trc tip vi POND'S chng lo hoa l OLAY v NIVEA. 2 nhn hiu ny u l nhn hiu ln v ang co dng sn phm v chm sc da lo ha.
  • 12. III. Chin dch Marketing 1.Thng ip marketing 2.Mc tiu ca chin lc 3.Tiu ch ca chin dch 4.Cc giai on ca chin lc 5.Phng tin truyn thng 6.Cc vic cn lm
  • 13. III. Chin lc Marketing 1. Thng ip marketing Tr hn ti tn 10 tui. Bn hy t mnh kim chng. 2. Mc tiu ca chin lc - Qung b sn phm POND'S trn khp ton quc, truyn t c thng ip : POND'S l gii php ti u hon ho cho ln da b lo ha - Thc y khch hng mc tiu t nhn bit tin ti nh v s dng sn phm v gii thiu cho ngi khc. - em li li nhun cho cng ty.
  • 14. 3.Tiu ch ca chin dch - Print AD (qung co trn tp ch), TVC (Qung co trn tivi): s dng hnh nh ngi mu c to hnh quyn r v sang trng. Cu chuyn qung co v mt ph n trung nin bun phin v nhng du hiu lo hoa, nhng sau khi dng sn phm POND'S loi b c nhng du hiu y v tr nn v cng xinh p, thun li trong cuc sng. - Truyn thng v PR: Thng ip truyn n khn gi phi lm ni bt nn c tnh chng lo hoa tng cng ca sn phm. Truyn ti c cng ngh CLA kt hp vi Ritinol. - Activation, event: T chc nhng ni tp trung nhiu ph n trung nin. Gn lin vi cc hot ng v sc p. S tin li mi lc mi ni. Khuyn khch khch hng dng th sn phm. - Khuyn mi: Ch trng vic tng chnh sn phm v chm soc da lo hoa ca POND'S, nh mua 2 tng 1, mua hp 100g tng km sa ra mt chng lo hoa... V hng ngi tiu dng gii thiu cho ngi khc.
  • 15. 4. Cc giai on chin lc Giai on 3: Duy tr (sau 3 thng tung sn phm) Ti tr cc chng trnh, cuc thi Khuyn mi theo nh k Giai on 2: 3 thng sau khi tung sn phm Qung co trn tp ch, ti cc ni tp trung ng dn c, cc khu thng mi, ti vi B sung cc vt dng h tr bn hng: k cha sn phm, trng by, hanger qung co PR, Activition, khuyn mi Hp bo, s dng ngi mu lm i din t chc hp bo, gii thiu sn phm Giai on 1: Trc khi tung ra sn phm Hon thin h thng nhn din thng hiu, vt dng h tr bn hng. Tung cc bi vit v sn phm qua tp ch, bo
  • 16. 5. Phng tin truyn thng - Print AD, TVC, activation(xc tin), qung co trn tp ch, qung co xa bus, cc bn i xe bus, Poster ti cc trung tm thng mi. - T chc, ti tr cc cuc thi. - ng nh ca sn phm v ngi mu i din trn 5 bo dnh cho ph n trung nin v 10 bo i chng. - Qung co trn cc website (ty vo mi giai on co cc dng qung co ph hp) - Ngi mu i din : Din vin, ca s Ng Thanh Vn. Pht song trn cc knh VTV3,VTV6, VTV9. HTV1,VTC1, Lets Vit. - T chc cuc thi :Lets Dance, cuc thi khiu v dnh cho cc qu b t 30 s dng sn phm POND'S. - T chc s kin soi da v dy chm soc da do chuyn vin trang im Nam Trung trc tip t vn, v s gop mt ca Ng Thanh Vn. H Ni, Nng v Tp.H Ch Minh.
  • 17. 5. Phng tin truyn thng - Pht 50.000 t ri gii thiu dch v v cc chng trnh khuyn mi ti cc siu th, trung tm thng mi, nh ht. - Dng Activation boot ti 6 rp chiu phim, poster c dn cc rp chiu phim, siu thi, trung tm thng mi. - T chc cc i gii thiu sn phm nhng ni nh siu th trung tm thng mi, vi a im d nhn, trang tr ni bt.
  • 18. 6. Cc vic cn lm a) K hp ng vi din vin - ca s Ng Thanh Vn lm i din thng hiu cho POND'S Din vin Ng Thanh Vn s xut hin trn cc poster. n phm qung co ca POND'S Cc hot ng, event v cuc thi Nhc nn cho qung co l bi ht ca Ng Thanh Vn - Mt qung co c s tham gia ca khch mi l Phi Thanh Vn v Ng Thanh Vn: +Trc khi dng POND'S: Phi Thanh Vn + Sau khi dng POND'S: Ng Thanh Vn b) K hp ng vi cc knh truyn thng
  • 19. IV. D tr ngn sch 1) TVC - Sn xut: 80.000.000 - Pht song trong 3 thng u: 5.000.000.000 2) Print AD, nhn din thng hiu - Sn xut 5 t: 50.000.000 - Qung co trn cc n phm,bo, tp ch gia nh, 3 t: 300.000.000 - Qung co trn bo tp ch, giai on 3, 2 t: 200.000.000
  • 20. IV. D tr ngn sch 3) Treo trn cc website - Giai on 1: 150.000.000 - Giai on 2: 70.000.000 - Bi PR: sn xut 10.000.000 - ng 2 t: 140.000.000 4) Qung co kh ln - T ri Poster bng zone: 90.000.000 - Nhn vin treo vc: 20.000.000 - Qung co trn xe bus: 60.000.000
  • 21. IV. D tr ngn sch 5) Activation booth - Sn xut booth: 50.000.000 - Thu a im: 200.000.000 - Nhn s v qun l: 80.000.000