Tieu luan quang cao (1)

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  1. 1. CHIN LC QUNG CO SN PHM P/S A nhm: GVHD: H TRC VI 1 CHNG I: TNG QUAN V SN PHM MI P/S A CA CNG TY 1.1 Gii thiutng quan v sn phm P/S A P/S vn l nhn hiu kem nh rng c t nm 1975 ca Cng ty c phn P/S. Cng ty P/S do hai nhn kem nh rng ni ting min nam Vit Nam l hng Hynos v Kolperlon sp nhp li, vi n v trc thuc l X nghip sn xut kem nh rng Phong Lan. Nm 1980, X nghip kem nh rng Phong Lan l sp nhp vi cc x nghip khc nhau nh bt git Tico, X nghip M Phm 2, x bng ng Hng tr thnh X nghip Lin hip Ha M Phm, trc thuc s Cng nghip thnh ph H Ch Minh. Nm 1990, X nghip Lin hip Ha M Phm li gii th, cc x nghip trc thuc tr thnh cng ty c lp thuc S Cng Nghip thnh ph H Ch Minh. X nghip kem nh rng Phong Lan i tn thnh cng ty Ha phm P/S. Lc by gi, P/S l mt trong nhng thng hiu ni ting, chim phn ln th phn kem nh rng ti Vit Nam. Nm 1997, khi cng ty a quc gia Unilever n u t nc ny, h ngh Cng ty Ha phm P/S chuyn nhng quyn s hu nhn hiu kem nh rng P/S cho h, qua phng n thnh lp mt cng ty lin doanh l Elida P/S ( gm Unilever v P/S). Theo , pha P/S s c hng li t ngun thu c c thng qua vic qun l, khai thc v bn sn phm. n nay, Unilever gn nh qun l nhn hiu P/S v h thnh cng khi cho ra i cc sn phm P/S c o, phong ph v nhng chng trnh to hiu ng x hi. P/S cho ra i nhng sn phm c o, nhng sn phm c cc tnh nng ring l. Nhn thy iu chng ti cho ra i sn phm P/S A l s ci tin tch hp t nhng sn phm c vi nhn tnh nng c ca P/S. Nhm mang n s tin li, nhng cng c cn thit cho ngi tiu dng v c bit l tit kim mt khon chi ph nho nh. Nhm chng ti quyt nh nghin cu v tung ra mt sn phm mang li s tin li ny thng qua sn phm P/S A ci tin mi s kt hp cc thnh cng ca nhng sn phm c to ra mt sn phm mi P/S A . Mang li s t
  2. 2. CHIN LC QUNG CO SN PHM P/S A nhm: GVHD: H TRC VI 2 tin, quyn r trong giao tip l mt nhu cu thit yu hng ngy. ng thi m bo sc khe rng ming cho ngi tiu dng. Thnh phn chnh ca gm: - Thnh phn khng sinh gip chng chy mu chn rng, b st li hay chy mu chn rng, gy tn thng rng v d b nhim khun. - Luoride sylodent, canxi v khong cht t nhin, cht chng vim dit khun, yu t chng nhit ming. - Thnh phn Xylitol l cht to ngt t nhin c chit xut t cy Si Xanh, c v ngt nh ng ma nhng lng Calo thp. Xylitol gip lm gim s pht trin mng bm trn b mt rng . 1.2 u v nhc im ca sn phm P/S A a, u im: Tnh nng vt tri: Gip bn lm trng, nh nhng lm sch, nh tan mng bm lu ngy do dng nhiu tr v cafe, em li cho bn hm rng trng sng, bo v bn khi su rng gp 3 ln so vi cc loi kem nh rng thng thng khc. Hn th na, Kem nh rng P/S A cn cha cc thnh phn khng sinh gip chng chy mu chn rng, b st li, gy tn thng rng v d b nhim khun. t tnh: Kem nh rng P/S A sc mu p mt, mang n cm gic thch th cho ngi tiu dng. - Khng sinh gip chng chy mu chn rng, b st li hay chy mu chn rng, gy tn thng rng v d b nhim khun. - Thnh phn xylitol: C tc dng bo v v ngn nga su rng, gim cc l hng do vi khun mng bm gy ra, bo v rng ming chc khe. Ngoi ra, SLD cn c tc dng gip n nh Flo chng su rng. - Sylodent l cht thy phn c tinh khit cao, c tc dng lm sch cc mng bm, ba bn trn rng. Sylodent cng tc ng rt nh nhng ln men rng, c thnh phn du nh t nhin vi hai chc nng: lm bng, lm trng rng trong khi
  3. 3. CHIN LC QUNG CO SN PHM P/S A nhm: GVHD: H TRC VI 3 vn bo v sc khe rng ming. Ngoi ra, chng cn c c tnh tuyt vi khc: gip n nh thnh phn fluor chng lm tt chc nng chng su rng. b, Nhc im. V y l mt sn phm ci tin mang nhng tnh nng vt tri, l s kt hp nhng hp cht c li t thin nhin. V v sn phm ny lin quan n sc khe con ngi s dng nh hng n rng ming nn Kem nh rng P/S A c sn xut vi dy chuyn v cng ngh hin i ca M, mang n cho ngi s dng nhng sn phm t chun 100% v cht lng V th, sn phm ca chng ti khng c nhc im no.
  4. 4. CHIN LC QUNG CO SN PHM P/S A nhm: GVHD: H TRC VI 4 CHNG 2: S B V TH TRNG SN PHM 2.1. Cc sn phm cnh tranh Cc sn phm ca kem nh rng Colgate, i th cnh tranh ln nht ca P/S - Colgate Bo V rng ming ton din - Colgate cho hi th thm mt - Colgate nga su rng - Colgate cho rng but - Nc sc ming Colgate-Plax 2.2. Tnh nng v cng dng ca cc sn phm cnh tranh - Colgate Bo V rng ming ton din Kem nh rng bo v rng ming ton din Bo v rng ming ton din khi vi khun gia tng trong sut 12 gi: ngn nga cc vn v nu, mng bm, hi th c mi. - Colgate cho hi th thm mt Kem nh rng mang li hi th thm mt. Vi dng Gel trong, hi th thm my v cm gic sng khoi di lu. - Colgate nga su rng Kem nh rng nga su rng gip ngn nga su rng hiu qu v cho rng chc khe hn. - Colgate cho rng but Kem nh rng ginh cho rng but. c chng minh lm sng gip gim but nhanh chng v hiu qu lu di. - Nc sc ming Colgate-Plax
  5. 5. CHIN LC QUNG CO SN PHM P/S A nhm: GVHD: H TRC VI 5 Bo v khi vi khun sut 12h Cng thc khng cha cn, khng cay rt Loi b 99.9 % vi khun Cho nu khe hn Chc flour, gip ngn nga su rng Cho hi th thm mt di lu 2.3. Phn tch th phn ca cc sn phm cnh tranh Colgate l mt tp on ton cu v sn xut v kinh doanh hng tiu dng. Trong ni ting nht l sn phm kem nh rng c gii thiu ln u tin di dng kem c mi thm ng trong cc l thy tinh, sau l cc ng kem v mm c th nn ra c em li cho ngi tiu dng s thun tin v v sinh hn. Colgate l thng hiu ng v th 56 trong top 100 thng hiu hng u th gii. Sau mt thi gian thnh cng, Colgate quyt nh m rng sang mt s lnh vc mi. Tuy cng gp nhiu kh khn v i lc cng tht bi nhng Colgate vn ng vng trn th trng nh u c kinh doanh sng sut ca cc nh chin lc ti ba. Th trng hot ng: Khng dng li nc M, Colgate lin tc pht trin thng hiu ca mnh trn ton cu. T lu, vi nhiu thng hiu sn phm uy tn v cht lng, Colgate chim lnh mt th trng vi nhiu phn khc th trng khc nhau. C th tm tt cc th trng chnh ca Colgate nh sau: - Chu M: Khu vc bc M trong th trng M c xem nh th trng chnh. - Chu u : gn nh ton b cc nc chu u. - Chu : gn nh ton b th trng tp trung ch yu : n , Nht Bn, Trung Quc, Khu vc ng Nam , Ty , Australia
  6. 6. CHIN LC QUNG CO SN PHM P/S A nhm: GVHD: H TRC VI 6 - Chu Phi: gn nh ton b cc nc Chu Phi, c bit Nam Phi. Colgate c mt ti hn 223 quc gia trn th gii, thc s tr thnh mt thng hiu quc t danh gi khng km g CoCa Cola hay Google.
  7. 7. CHIN LC QUNG CO SN PHM P/S A nhm: GVHD: H TRC VI 7 CHNG 3: QUAN NIM CA NGI TIU DNG 3.1. Nhn thc tt P/S l mt thng hiu kem nh rng ni ting khng ch trn th trng trong nc m cn l mt thng hiu kem nh rng c uy tn trn th trng quc t. Hn na th phn ca thng hiu kem nh rng P/S chim 60% th trng kem trong nc, Colgate i th cnh tranh ln nht ca P/S chim 30% th phn, 10% cn li dnh cho cc thng hiu kem nh rng khc v vy kh nng p ng ca kem nh rng P/S rt ln cung cp nhu cu ca tiu dng. Hin nay trn th trng c rt hiu thng hiu kem nh rng khc nh: Aquafresh, Colgate, Close-up v th ngi tiu dng c nhiu s la chn hn v iu ny ang e da th phn ca kem nh rng P/S do P/S lun tung ra sn phm vi nhiu tnh nng p ng nhu cu th hiu ca khch hng ng thi cng gi c th phn v chim lnh 60% th phn ca cc thng hiu kem nh rng khc trn th trng. Gn nhu cu thng xuyn, kem nh rng tr thnh nhu cu thit yu v khng th thiu trong mi gia nh. a vo nhng sn phm mi p ng nhu cu, s thch, th hiu ca ngi tiu dng. Ti nc ta th phn ca kem nh rng P/S chim kh cao v c ngi tiu dng tin tng v c cht lng v mu m sn phm. P/S kt hp nhiu yu t: nga su rng, chng mng bm, bo v nu, ngn vi khun, lm rng sng bng, hi th thm tho, vo cng mt sn phm tung ra th trng thu ht c s yu thch sn phm. Kem nh rng P/S l mt trong nhng mt hng c cc gia nh Vit Nam rt a dng v a chung. ng thi nhm vo tm l ngi Vit lun cao lng nhn i, cc bc ph huynh mong con em mnh hc c nhng iu tt p nht nn nhng chng trnh nh: Chng trnh thi nh gia nh rng vui nhn, Cty Unilever Vit Nam t chc khm, chm sc rng ming cho hc sinh Tiu hc ca in Bin, lm tng uy tn cho thng hiu kem nh rng P/S . Tm l chung ca khch hng rt thch cc hnh thc khuyn mi rt hp dn v c nhng hot ng kt vi cng ng khng nh thng hiu trn th trng, to c s tin tng ca khch hng. P/S tc ng ngy cng mnh m su rng ti nhn thc cng nh thi quen ca cng chng trong vic bo v rng ming, hng ti mt Vit Nam khe mnh, bo v n ci Vit
  8. 8. CHIN LC QUNG CO SN PHM P/S A nhm: GVHD: H TRC VI 8 Nam, sc khe Vit Nam. P/S c bit ch trng n sc khe tr em Vit Nam, cng nh trn Th gii lun hng ti tr em, y l i tng cng chng m ai cng quan tm, kh nhy cm v c u tin trn mi lnh vc, v sc khe cng nh quyn li s pht trin. Ngi tiu dng ngy cng c s la chn khi mua sn phm P/S. V P/S c a dng chng loi: Kem nh rng P/S Mui, Kem nh rng P/S Tr Xanh, Kem nh rng P/S Ba Ln Trng, Kem nh rng P/S nga su rng vt tri, Kem nh rng li xanh, Kem nh rng P/S b ngoan, kem nh rng P/S tr xanh hoa cc,.. khin ngi tiu dng hng th vi sn phm hn. Ngoi ra, Unilever cn c tn trong danh sch cc sn phm dt danh hiu Rng vng Vit Nam. y cng chnh l tem bo m i vi ngi tiu dng khin h an tm hn khi s dng kem nh rng P/S. ng hnh vi cc hot ng m rng thng hiu Unilever cn u tranh mnh m vi t nn lm hng gi, hng nhi bng cch thnh lp ban phng chng hng gi v bo v quyn s hu tr tu, tham gia vo hi ch hng tiu dng v bo v ngi tiu dng Vit NamNhn vin Unilever n tn ni khoanh vng sn xut v nhp khu hng nhi, hng bun lu, ri kt hp vi cc c quan chc nng lng bt, trit ph tn hang. 3.2. Nhn thc khng tt. Ngy nay kem nh rng c rt nhiu nhn hiu trn th trng Vit Nam v c nhiu ngi tiu dng tin tng v quyt nh chn mua l c mt qu trnh lu di. P/S l ca Unilever nhng hin nay vn cn mt t ngi tiu dng nhm ln l ca Vit Nam v mt s ngi thch s dng hng nc ngoi khng thch si hng Vit Nan, khin P/S mt mt t th trng v quan im ny. Theo cc ti liu khoa hc, fluor c nhiu vai tr quan trng i vi c th nh gip ngn nga su rng, tham gia cu trc xng v dy chng, kch thch tng hp collagen giai on u khi phc xng gy, kch thch cc t bo xng lm tng khi lng xng dng trong iu tr bnh long xng. Men rng l t chc cng nht ca c th, thnh phn ch yu ca men rng l apatit, fluor c th ngm vo men rng v to thnh fluoroapatit, lm cho rng cng chc hn v t b n mn
  9. 9. CHIN LC QUNG CO SN PHM P/S A nhm: GVHD: H TRC VI 9 bi acid, t trnh b su rng. Tt c nhng tc dng trn l khng th ph nhn. Tuy nhin, PGS.TS Nguyn nh He, i hc Khoa hc T nhin cho bit, bt c cht g cng c mt li v hi. Chng ch thc s hu ch khi c dng ng tiu chun cho php. PGS He cho bit, theo tiu chun Vit Nam quy nh, hm lng fluor t 0,5 - 1mg/l l an ton, nu hm lng ny c s dng trn mc quy nh th s dn n hi chng gin, gy xng. iu ny c minh chng r ti