Phan tích chien luoc clear

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Transcript of Phan tích chien luoc clear

I HC QUC GIA THNH PH H CH MINHKHOA KINH T-LUT

I HC QUC GIA THNH PH CH MINH HKHOA KINH T-LUT

TI MARKETING QUC T TI MARKETING QUC T

PHN TCH CHIN LC MARKETING CA PHN TCH CHIN LC MARKETING CA

CLEAR MEN CLEAR MEN

GVHD: Th.S HONG TH PH

GVHD: Th.S HONG TH PH

-THNH PH H CH MINH-6/2009-

-THNH PH H CH MINH-6/2009-

Phn tch chin lc marketing ca Clear Men

NHM THC HIN

1. 2. 3. 4. 5.

L HONG ANH .................................... K064020094 PHM TH NGC N ............................ K064020101 TRN TH L HI ................................. K064020122 DNG VNH TRUNG .......................... K064020223 NGUYN TH NH TUYT................... K064020224

Gvhd: Th.S Hong Th Ph

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Phn tch chin lc marketing ca Clear Men

MC LCLI M U ................................................................................................ 4 1.S LC V CNG TY UNILIVER V SN PHM CLEARMEN. 6 1.1. Tng quan v cng ty Uniliver. ................................................................ 6 1.2. Gii thiu v sn phm Clear Men. .......................................................... 7 1.3. Phn tch SWOT. ..................................................................................... 9a. im mnh ................................................................................................................... .9 b. im yu........................................................................................................................ 9 c. C hi. ......................................................................................................................... 10 d. Thch thc. .................................................................................................................. 10

2.PHN TCH CHIN LC MARKETING CA SN PHM CLEAR MEN. ............................................................................................. 11 2.1. Phn khc th trng ca Clear Men ...................................................... 11 2.2. Cc i th cnh tranh ca Clear Men. ................................................... 12 2.3. Th trng mc tiu................................................................................ 13 2.4. nh v nhn hiu Clear Men. ................................................................ 13 2.5. Chin lc nh gi du gi u Clear Men ........................................... 15 2.6. Chin lc qung b (chiu th) du gi u Clear ................................. 172.6.1 Mc tiu qung b ca Unilever. ............................................................................. 18 2.6.2. Cc cng c chiu th Clearmen. ............................................................................ 18 2.6.2.1. Cc hnh thc qung co Clearmen. .................................................................... 19 2.6.2.2. Hot ng PR ca Clearmen. .............................................................................. 22

2.7. Chin lc tung hng v phn phi sn phm. ....................................... 232.7.1. Knh phn phi. ..................................................................................................... 25 2.7.2. Th phn ca Clear Men. ........................................................................................ 25

KT LUN .................................................................................................. 27 TI LIU THAM KHO ............................................................................. 28Gvhd: Th.S Hong Th Ph

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Phn tch chin lc marketing ca Clear Men

LI M UNi n th trng du gi trc nm 2006, c l tt c chng ra ch c th ngh n th trng du gi dnh cho n. Cho d bn hay ti l nhng ngi n ng th chng ta vn phi dng du gi u ca ph n. Cc i gia nh Unilever gn lin vi nhng thng hiu m khch hng i u cng thy: Sunsilk, Clear, Dove, Lifebuoy; P&G (Procter & Gamble) khng km cnh vi Pantene v Head & Shoulders t trc ti gi lun lm ma lm gi trn th trng du gi. H chnh l nhng k khuy o th trng du gi vi tim lc v cng mnh, v th, th phn ca h cng rt l cao. Nhng cng ngy, h cng nhn thy c mt khe h rt ln trong ci th trng rng ln ny, mt i dng xanh mu m.Tuy nhin, h li ang b cun trong ci i dng y m hi v nc mt kia. S cnh tranh khc lit vi cc thng hiu tn tui khc lm cho h khng th cn rnh tay s m ti phn khc th trng kia. Ngi ta c mt cu so snh rt hay, trong i dng , nhng con c ln ang tranh t mt cch khc lit, nhum ci i dng m trc n c mu xanh. Th trng du gi c th din ra vi s cnh tranh khc lit ca cc i gia. H qun mt ngay bn cnh h c mt kho tng rt ln. Tuy nhin, c mt con c nh nhn ra n, n, v ang tm cch chim ly n. Tuy nhin, khi con c nh tng bc ln mnh. Bn cnh , cc con c ln cng nhn thc c ci ming bnh mu m m mnh b qun kia. Unilever nhy vo mt cch cng ngon mc khng km. Vn l mt tp on c nn ti chnh v cng mnh, s hu nhng thng hiu hng u trong th trng du gi, Unilever ang c gng nhum ci i dng xanh m ICP n lc c chim. V cuc chin din ra v cng cn sc. Mt bn l Romano vi tn tui c khng nh i vi nam gii. Mt bn X-Men ang c chim th trng vi hn 60% th phn. V mt Clear Men ang thi k sung sc sn sng lt cc i gia trong ngnh du gi dnh cho nam kia.Gvhd: Th.S Hong Th Ph

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Phn tch chin lc marketing ca Clear MenTm li, hin gi, th trng du gi ang din ra nhng cuc cnh tranh v cng khc lit. Lm th no Unilever c th nh v c thng hiu Clear Men trong lng ngi tiu dng trc mt X-men chim gi hn 60% th phn v trc mt Romano tng khng nh hnh nh mt ngi n ng lch lm i vi nam gii?? Chng ta hy cng nghin cu xem h lm iu nh th no nh! Di y l nhng phn nghin cu v tm hiu ca nhm chng ti, trong qu trnh nghin cu s khng trnh khi nhng sai st nn rt mong c s nhn xt v gp t thy v cc bn!

Gvhd: Th.S Hong Th Ph

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Phn tch chin lc marketing ca Clear Men

1. S LC V CNG TY UNILIVER V SN PHMCLEARMEN.1.1. Tng quan v cng ty Uniliver. Trn th gii, Tp on Unilever l nh sn xut thc phm v cc sn phm gi v sinh cho ngi v vt dng hng u. Unilever ra i nm 1930 t s sp nhp gia 2 cng ty l Lever Brothers (cng ty sn xut x bng ca Anh) v Margarine Unie (sn xut b thc vt ca H Lan). Thng k cho thy con s nhn vin tp on ton th gii nm 2008 l hn 174 000 nhn vin lm vic trong hn 500 cng ty ti 90 quc gia trn th gii cng mc li nhun hng nm trn ton cu vo khong 40 t euro. Tr s chnh hin nay t ti hai ni l Lun n (Anh) v Rotterdam (H Lan), c phiu cng c nim yt c th trng chng khon Lun n v Rotterdam. D mang tn khc nhau nhng hai cng ty c cng gim c v hot ng theo m hnh 1 cng ty. Unilever s hu rt nhiu thng hiu. Mt s trong thc phm v ung l Flora, Doriana, Rama, Wall, Amora, Knorr, Lipton v Slim Fast. Cc sn phm v sinh v chm sc c th gm Axe, Dove, Lifebuoy, Lux, Ponds, Rexona, Close-up, Sunsilk v Vaseline. Cc sn phm cho qun o v cc vt trong nh th c Comfort, Omo, Radiant, Sunlight, Surf Tp on ny phi tri qua nhiu nm s hu nhiu thng hiu nh th. V d, nm 1972, tp on mua li chui nh hng A&W Canada. Nm 1984, hng mua li thng hiu Brooke Bond ca nh sn xut tr PG Tips. Nm 1987, Unilever tng cng sc mnh trong th trng chm sc da bng vic mua li Chesebrough-Ponds (nh sn xut cc sn phm chm sc da nh Ragus,Gvhd: Th.S Hong Th Ph Page 6

Phn tch chin lc marketing ca Clear MenPonds, Aqua-Net, Cutex Nail Polish, Vaseline, v kem nh rng Pepsodent). Hai nm sau, Unilever tip tc mua li m phm Calvin Klein, Faberg v Elizabeth Arden, nhng ri li bn Elizabeth Arden cho FFI Fragrances vo nm 2000. Nm 1996, Unilever mua Cng ty Helene Curtis Industries tng cng s hin din trong th trng du gi u v sn phm kh mi c th M. Vi thng v ny, Unilever s hu Suave v Finesse, hai dng sn phm chm sc tc, v nhn hiu sn phm kh mi Degree. Nm 2000, Unilever thu tm Cng ty Best Foods ca M bt u nhy vo lnh vc thc phm v ng thi y mnh hot ng trong khu vc Bc M. Cng nm , vo cng mt ngy trong thng 4, Unilever mua mt lc hai cng ty l Ben & Jerrys (vi loi kem ni ting cng tn) v Slim Fast. Mt iu ng lu trong chin lc kinh doanh ca Unilever l gn y tp on a quc gia ny khi ng mt k hoch 5 nm, trong h bt u nhp b phn marketing ca nhiu cng ty con trong cc lnh vc khc nhau v cng mt mi pht huy sc mnh tng hp. 1.2. Gii thiu v sn phm Clear Men. Trong nhng nm gn y, sc cnh tranh gia hng ho Vit Nam v hng ho nc ngoi din ra ht sc quyt lit, c bit l cc sn phm c xut x t cc cng ty a quc gia hin ang c mt v thng lnh trn th trng Vit Nam. Th trng du gi u l mt minh chng tiu biu.

Gvhd: Th.S Hong Th Ph

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Phn tch chin lc marketing ca Clear MenClear Vn l mt thng hiu du gi u ni ting ca Unilever, Hnh nh Clear lun xut hin trong tm tr ngi tiu dng vi tc dng: mt lnh, tr gu, gim nga, ngn nga gu, nga quay li Clear Men l mt nhnh ca thng hiu Clear c ra i vi tham vng l sn phm du gi u tr gu hng u ca n ng v cui cng xut hin trn th trng vo thng 4/2007 trong bi cnh th trng du gi dnh cho nam ang din bin ht sc si ng.Thm vo l mt X-men ang c s tng trng vt bc trn th trng du gi. Ti nm 2007 t ti 7,5% th phn ca ton th trng, v 60% th trng du gi dnh cho nam. iu ny khin Unilever git mnh. V cng l nguyn nhn cho s ra i khng km phn honh trng ca Clear Men a em trai t trong gia nh Unilever (tnh n thi im lc ). i th chnh lc ca Clear Men l X-men ca ICP vi hnh nh ngi n ng bn lnh, V Romanno ca UNZA vi hnh nh ngi n ng lch lm. S xut hin ca Clearmen m ng ng sau l ng trm Unilever khin cuc chin du gi u dnh cho nam gii cng thm si ng, khc lit. c tnh ni bt ca Clear Men l tr gu trit , mang n cm gic mt lnh, hng ngi tiu dng lin tng ti hnh nh: ngi n ng thnh cng l ngi n ng t tin vi mi tc mm, mt, khng gu. Vi slogan CH N NGI P, MIN TIP GU cho thy i tng m Clearmen hng ti l nhng ngi tr, thnh t, t tin Clear Men c u i tuyt i bng nhng khon chi cho cc chin dch marketing khng l. Vi li th ca mt i gia, Unilever c v nh mun y cc i th cnh tranh ti ng cng.

Gvhd: Th.S Hong Th Ph

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Phn tch chin lc marketing ca Clear MenChin dch Qu tng yu thng cng vi i s thng hiu l Bi Rain to mt cn lc mang m iu Clear khp Bc, Trung, Nam. V ti by gi, th phn du gi ca Clear Men ang ui st vi X-Men, v gp i Romano. 1.3. Phn tch SWOT

a. im mnh.