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L Minh Huy L Nguyn Thy Trinh L Ng Qunh an Nguyn Th Cm Giang L Thnh Lun H Vinh Cng

NI DUNG1 Tng quan th trng 2. Gii thiu sn phm 3. i th cnh tranh 4. Khch hng mc tiu 5. Chin lc truyn thn g- Mc tiu truyn thng -i tng khch hng -Thng ip truyn thng -Slogan, TVC -K hoch hnh ng -Media Planing -Bng tng hp truyn thng

6. Ngn sch 7. nh gi 8. Timeline

TNG QUAN TH TRNG

TNG QUAN TH TRNG

- GDP tng trng qua tng nm - CPI tng gn 11,59% so vi nm 2008 - Cui nm 2009 nn kinh t bt u phc hi sau khng hong ti chnh (Theo ngun TNS 2009)

TH TRNG TH VIT NAM

TNG QUAN TH TRNG TH40 t chc pht hnh vi hn 170 thng hiu th cnh tranh gay gt ginh th phn. 17 triu th t tng trng 150-300% /nm (2009) . 88.000 ngi (chim 1% dn s ) s dng th visa.Doanh s 115 triu USD.

53.000 im chp nhn th (s lng ang ngy cng gia tng ng k).

TNG QUAN TH TRNG TH

4 t chc th tn dng ln: Visa Master JCB American Express

Mng li thanh ton quc t vi cng ngh Chip (EMV) tham gia th trng th

93.87%

0.31%2.22%

3.65%(Ngun Ngn hng nh nc)

NHN NH Th trng th ti Vit Nam l ni cnh tranh gay gt gia cc ngn hng bi dch v trong phn khc th t. Th trng th thanh ton cn rt nhiu c hi.

GII THIU SN PHM

GII THIU SN PHM Khng ti sn m bo S dng trc tr sau Thun li trong vic qun l chi tiu An ton hn vic mang theo tin mt. c hng ti a 45 ngy tn dng ko li sut khi mua sm Giao dch mua bn thun tin qua Internet hoc in thoi Th c chp nhn ti trn 25 triu im trn th gii Nhiu chng trnh u i c bit ti cc nh hng, khch sn, ca hng thi trang, chm sc sc p, m phm, Dch v khch hng 24x7 Vi th tn dng Ladies First, bn c th thc hin vic thanh ton, rt tin mt bt c ni u bn n v mua sm bt c th g bn mun m khng cn phi ch i.

I TH CNH TRANH

HSBC- NGN HNG TON CU AM HIU A PHNG

u im: - Th tc pht hnh th nhanh chng, t phc tp. - L ngn hng quc t nn th nhn c s tnh nhim cao khi s dng nc ngoi. - Dch v chm sc khch hng tt. Nhc im: -Ph cao. -Li sut cao 2.25%.thng

VIETCOMBANKu im: -VCB dn u th trng th thanh ton. -C lch s lu i nn c nhiu ngi bit n v tin tng s dng dch v -Ph thng nin thp (100.000/th chnh v 50.000 / th ph) Nhc im: -t chng trnh khuyn mi. -Chnh sch chm sc khch -hng cha tt

1 Tng quan th trng 2 i th cnh tranh 3 Khch hng mc tiu 4 Chin lc truyn thng

PHN TCH KHCH HNG

-Mc tiu truyn thng -i tng khch hng -Thng ip truyn thng -Slogan, TVC -K hoch hnh ng -Media Planing -Bng tng hp truyn thng

5 Ngn sch 6 nh gi 7 Timeline

L TRNH MUA HNG

Nhu cu

Tm

Mua

Thanh Ton

Vai tr im bn: Rt quan trng trong vic to s thun tin cho ngi mua

Ch Th

I TNG 1: N V CHP NHN THHiu bit phng thc, h thng thanh ton ca ngn hng. Lun tm kim li ch kinh doanh

Tm l thch s dng tin mt

Mong mun s dng cch thc thanh ton thun tin an ton

Xu hng v thi quen tiu dng ngi TPHCM Thch mua sm ti cc siu th, trung tm mua sm. Thch tham gia cc chng trnh khuyn mi, gim gi. Thch mua sm sn phm c thng hiu. C thi quen i mua sm, n ung cui tun.

I TNG 2: CH TH

Gii tnh: N tui: t 23 tui - 55 Thu nhp: T 6 triu tr ln Ngh nghip: Nhn vin vn phng, gii kinh doanh a bn sinh sng: TPHCM

TM L CH THNhn thc: hiu bit, nm bt thng tin nhanh chng Mi trng: giao tip v mua sm thng xuyn vi internet, bo..

Phong cch: sng hin i, nng ng, snh iu, th hin mnh S thch: lm p, caf, shoping, phim, spa, nh hng khch sn, du lch

Quyt nh k hoch chi tiu

Nhm tui: N 25-55 tui Thu nhp : 6 Triu tr ln Ngh nghip: Nhn vin vn phng gi kinh doanh Sng ti TPHCM

PHN TCH HNH VICH NG T ng k m th B NG c t vn ti khon

NHN THC

TM L

KHCH QUAN POS nhiu

CH QUAN Khng thch dng tin mt

HNH VI TIU DNG Thanh ton bng th

PHN TCH HNH VINhng vn khch hng quan tm khi bt u s dng th- Nhiu im c my POS - Thng hiu ca ngn hng - Thi phc v ca nhn vin - Li ch v cc chng trnh u i - Thanh ton qua mng - Qun l Ebanking - Mu m th - An ton

KT LUN CHUNG V CHIN LC

- u tin pht trin m rng i tng n gii- Qung b v to s nhn bit thng hiu, kt hp vi khuyn khch s dng

PHN TCH SWOTIM MNH Thanh ton mua hng ti nhng im chp nhn th. Mua sm trn mng. Thit b tin li Mng li rng, s dng trong v ngoi nc C nhiu chng trnh u i. C HI T l dn thnh th tng cao 38% dn thnh th c ti khon ngn hng v 87% trong dng ATM. H thng siu th, trung tm thng mi, nh hng pht trin. IM YU - Kh thay i thi quen dng tin mt - Tnh an ton mua sm trn mng cha cao.

-

THCH THC - Thch s dng tin mt - Suy gim kinh t - i th cnh tranh nhiu

-

1 Tng quan th trng 2 i th cnh tranh 3 Khch hng mc tiu 4 Chin lc truyn thng

CHIN LC TRUYN THNG

-Mc tiu truyn thng -i tng khch hng -Thng ip truyn thng -Slogan, TVC -K hoch hnh ng -Media Planing -Bng tng hp truyn thng

5 Ngn sch 6 nh gi 7 Timeline

MC TIU TRUYN THNG

Mc tiu marketing: 10.000 th trong nm u tin

Mc tiu truyn thng - To s nhn bit v Ladies First Visa Card trn din rng - Ladies First Visa Card s in su vo trong tim thc khch hng mc tiu nh mt gii php hon ho cho vic thay th tin mt v c hng cc chng trnh u i

THCH THC

Thch s dng tin mt

HNH NH THNG HIU

Hnh nh nhm ti

Phong cch Hin i, nng ng Tin li mi lc, mi ni

Ni dung

Nu bt s tin li, an ton v nhanh chng ca sn phm cng ngh mi

im xut hin

Hnh nh & thng ip xut hin hiu qu ti cc ni d tip xc vi khch hng (im tip xc)

THNG IP TRUYN THNG

BN L PHI N? HY CHM SC V NUNG CHIU BN THN TT NHT VI TH TN DNG VISA LADIES FIRST

SLOGAN

LADIES FIRST THT TUYT

CHIN DCH TRUYN THNG

Qu trnh trin khai

xut m rng im chp nhn th

Phc v nhu cu thit yu: in, nc, gas, go, internet, im vui chi gii tr: nh hng, bar, caf, spa, cinema im mua sm: siu th, trung tm thng mi, shop

Mc tiu - Xy dng mi quan h vi im chp nhn th m rng mng li thanh ton rng ri Cng c truyn thng - Hi tho - Quy m 100 khch mi i din cho cc n v chp nhn u i cho ch th - Ni dung: - Li ch mang li cho n v chp nhn th - Gii thiu Trade Promotion

Mc tiu - Gii thiu sn phm Ladies First - Cc tnh nng u vit ca Ladies First - Gii thiu phng thc thanh ton mi trn th trng Cng c truyn thng - Thng co bo ch - Post bi vit v sn phm trn tp ch, bo in t, din n, mng x hi. - Treo banner qung co

Trong chin dchGiai on 1 : Qung b i chng- Mc tiu: Gii thiu Ladies First v tnh nng li ch ca n i vi NTD trn th trng - Hnh ng: - Tp ch: qung co, tiu dng, p,.

- Out of home: - Banner : siu th, TTTM, building, - Logo, T ri ti VCNT- Internet(New media): Banner, CPC, -

Trong chin dchGiai on : dnh cho khch hng mc tiu - Mc tiu: S dng v cm nhn li ch ca Ladies First Card - Hnh ng: - Chng trnh ng k lm th min ph, min ph s dng th nm u tin. - Kt hp cc doanh nghip - M website chuyn v h tr th, gii thiu ca m th min ph cho nhn hng gim gi, thng tin gi. vin n. Tng voucher gim - PR: bi vit cm nhn khi s dng th, gi - Trao gii cho i l c doanh s thanh ton cao

--

Sau chin dchMc tiu: Duy tr v gia tng gi tr li ch cho khch hng mc tiu khi s dng Ladies First Visa Card. Hnh ng: - y mnh website, a ra form nh gi v sn phm. To cu ni tt gia DN v KH - L bc thm trng thng i vi KH (theo qu) - Trao gii cho i l xut sc (theo thng) - L tng kt dnh cho n v chp nhn Th - Trao gii cho ch th c doanh s thanh ton cao

Hiu qu mong mun(thay i nhn thc v hnh vi):

Khch hng mc tiu sn sng s dng Ladies First Visa Card giao dch v thanh ton.

Media Planning

K Hoch Qung Co Trn Bo V Tp Ch - Ladies First Card Sacombank

Tn Bo

Colour Mu sc

Tentative positions V tr d kin

Size Kch thc ( cm ) Thi gian: 1/10/2011 - 1/12/2011

Circulation Lng PH

n gi

ADG Disc No. of Ins Chit Khu S Trang in Tng chi ph

Bo - Newspaper Thanh Nin - Daily Tui Tr - Daily Tp Ch - Magazine Thi Trang Tr - Friday p Herworld Elle Tip Th Gia nh Th Gii Ph N 4C 4C 4C 4C 4C 4C 2nd Cover 2nd Cover 2nd Cover 2nd Cover 2nd Cover 2nd Cover Total VAT ( 10% ) Total c VAT Ton trang Ton trang Ton trang Ton trang Ton trang Ton trang 120 40 40 40 121 120 550,000 900,000 900,000 900,000 700,000 650,000 30% 15% 15% 15% 30% 20% 2 1 1 1 2 2 92,400,000 30,600,000 30,600,000 30,600,000 118,580,000 124,800,000 960,182,000 96,018,200 1,056,200,200 4C 4C Inside page Inside page Ton trang Ton trang 462 525 220,000 370,000 10% 10% 2 2 182,952,000 349,650,000

CHIN LC TRUYN THNG TNG HPBNG TNG HP HOT NG TRUYN THNG

1 Tng quan th trng 2 i th cnh tranh 3 Khch hng mc tiu 4 Chin lc truyn thng

NGN SCH

-Mc tiu truyn thng -i tng khch hng -Thng ip truyn thng -Slogan, TVC -K hoch hnh ng -Media Planing -Bng tng hp truyn thng

5 Ngn sch 6 nh gi 7 Timeline

Ngn Sch STT A. BT U 1 M tng i 2 o to - Training B. TRC CHIN DCH 1 To chc ho p ba o 2 Thng ca o ba o chi 3 Out of home 4 Internet C.TRONG CHIE N DICH 1 Chng trnh ng k lm th min ph 2 Chng trnh i th min ph t Visa card sang Ladies First card 3 Min ph ph thng nin nm u tin Kt hp cc doanh nghip m th 4 min ph cho nhn vin n 5 Tng Voucher gim gi M webside thng tin th v h tr th. 6 Gii thiu ca hng gim gi, thng tin gi 7 Trao gii cho i l c doanh s thanh ton th cao D. SAU CHIE N DICH 1 Le bo c thm tru ng thng o i vi kha ch ha ng 2 Trao gia i cho a i ly xua t sa c 3 Le to ng ke t da nh cho n vi cha p ha nh the 4 Trao gia i cho chu the co doanh so thanh toa n cao theo quy theo tha ng theo quy theo tha ng 1 1 1 100,000,000 20,000,000 200,000,000 50,000,000 2,000,000,000 1,000,000,000 2,000,000,000 1,000,000,000 1,000,000,000 20,000,000 120,000,000 Ta i kha ch sa n 5 sao Trn ba o tin tc va ba o chu ye u cu a phu n banner, a p phich, t ri New media 1 cuo c 8 10,000,000 1,056,200,200 100,000,000 100,000,000 Phng h tr khch hng gi in gii thiu CHNG TRNH HOT NG DIN GII S LNG

NGN SCH30 30 100,000,000 100,000,000

KINH PH

Phng h tr khch hng gi in gii thiu

C TNH HIU QU HOT