VanLuong.blogSpot.com Sunsilk

7/31/2019 VanLuong.blogSpot.com Sunsilk

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2/23

MC LC

CHIN LC MARKETING CHO SN PHM DU GI SUNSILK CA

TP ON UNILEVER

I TNG QUAN.

1.1. Mt vi nt v tp on Unilever.

Unilever l tp on ca Anh v H Lan hptc thnh lp, l cng ty a quc gia chuyn sn xut

cc mt hng tiu dng nh m phm, ha cht git

ty, kem nh rng, du gi, thc phm.... i th

cnh tranh ch yu ca Unilever l hng Procter &

Gamble,Nestl,Kraft Foods, Mars Incorporated, Reckitt Benckiserv Henkel.

Cng ty ny hin ang s hu nhng thng hiu ni ting th gii nh: Lipton,

Hellmans, Ragu, Rama, Magnum, Bertolli, Knorr, BirdEyes, Slim-Fast, Dove, Pond,

Signal, Close-up, Surf v Omo...vi hn 265 000 nhn vin lm vic trong hn 500

cng ty ti 150 quc gia trn th gii cng mc li nhun hng nm trn ton cu vo

khong 40 t euro (26 t Euro nm 2005). Ngnh sn xut thc phm ca Unilever ng

th hai th gii ch sau Nestl.

C mt ti Vit Nam t nm 1995, ti nay cng ty u t hn 130 triu la

M v tr thnh mt trong cc nh u t thnh cng nht Vit Nam vi 2 doanh

nghip:

- 2 -
http://vi.wikipedia.org/w/index.php?title=Procter_%26_Gamble&action=edit&redlink=1http://vi.wikipedia.org/w/index.php?title=Procter_%26_Gamble&action=edit&redlink=1http://vi.wikipedia.org/wiki/Nestl%C3%A9http://vi.wikipedia.org/w/index.php?title=Kraft_Foods&action=edit&redlink=1http://vi.wikipedia.org/w/index.php?title=Kraft_Foods&action=edit&redlink=1http://vi.wikipedia.org/w/index.php?title=Mars_Incorporated&action=edit&redlink=1http://vi.wikipedia.org/w/index.php?title=Reckitt_Benckiser&action=edit&redlink=1http://vi.wikipedia.org/w/index.php?title=Henkel&action=edit&redlink=1http://vi.wikipedia.org/w/index.php?title=Procter_%26_Gamble&action=edit&redlink=1http://vi.wikipedia.org/w/index.php?title=Procter_%26_Gamble&action=edit&redlink=1http://vi.wikipedia.org/w/index.php?title=Procter_%26_Gamble&action=edit&redlink=1http://vi.wikipedia.org/wiki/Nestl%C3%A9http://vi.wikipedia.org/w/index.php?title=Kraft_Foods&action=edit&redlink=1http://vi.wikipedia.org/w/index.php?title=Mars_Incorporated&action=edit&redlink=1http://vi.wikipedia.org/w/index.php?title=Reckitt_Benckiser&action=edit&redlink=1http://vi.wikipedia.org/w/index.php?title=Henkel&action=edit&redlink=1


3/23

Cng ty Lin doanh Unilever Vit Nam chuyn v cc sn phm chm sc c

nhn v gia nh (bt git OMO, Viso, x bng v sa tm Lux, Lifebuoy, Dove, du

gi Sunsilk, Clear, Lifebuoy, cc loi nc v sinh gia nh Vim, nc ra chn bt

Sunlight, cc loi sa ra mt v kem dng da Pond's, Hazeline...)

Cng ty TNHH Unilever Vit Nam chuyn v cc sn phm thc phm, tr v

cc ung t tr, cc sn phm chm sc v sinh rng ming (tr Lipton nhn vng,Lipton Icetea, nc mm v bt nm Knorr.)

Bng 1. Doanh thu v li nhun qu 4 nm 2008 v c nm 2008

Bng 2. Doanh thu v tc tng trng bn hng ca cc dng sn phm nm

2008

Doanh thu (triu ) Tc tng trng bn hngThc phm 14.232 +7,6%Kem v ung 7.694 +5,9%

Chm sc c nhn 11.383 +6,6%Trang ch chm sc 7.214 +9,8%Tng 40.523 +7,4%(Ngun: Bo co thng nin ca Unilever, www.Unilever.com)

1.2. Mt vi nt v Unilever Vit Nam (UVN)

Trong 10 nm qua, Unilever Vit Nam

(UVN) lin tc tng trng v tr thnh mtdoanh nghip nc ngoi thnh cng v ng u

- 3 -

C nm 2008 Qu 4 nm 2008

Mc Chnh lch Mc Chnh lch

Doanh thu (triu ) 40.523 +1% 10.151 +3%Li nhun (triu ) 7.167 +37% 1.458 +33%Thc thu (triu ) 5.285 +28% 1.189 +51%Li trn mi c phn () 1,79 +32% 0,41 +61%Tc tng trng bn hng +7,4% +7,3%


4/23

ti Vit Nam. T nm 1995 n nm 2004, UVN pht trin rt mnh: tc tng

trng doanh thu trung bnh hng nm trn 60%; tng doanh thu t 22.000 t ng.

Tng sn lng bn hng trong 10 nm t 1,3 triu tn trong xut khu t hn

92.000 tn. Cc sn phm ca Cng ty lun c a dng ha v dn u th trng,

lin tc c ngi tiu dng bnh chn l hng Vit Nam cht lng cao t nm 1997

n nay. c bit UVN nm trong nhm 5 cng ty a quc gia hng u trong lnh vc

sn xut hng tiu dng c mc thu nhp bnh qun trn u ngi cao nht trn th

trng. Bn cnh , Cng ty cn hon thnh tt vic np ngn sch nh nc, t nm

1995 n 2004, Cng ty np cho Nh nc Vit Nam hn 2.000 t ng, trong

np ngn sch nm 2004 gp 40 ln so vi nm 1995.

Trong nm 2008, tng doanh thu bn hng ca cng ty t tng ng vi 1%GDP ca Vit Nam.

S lng nhn vin lm vic trc tip 1.200 ngi, UVN to ra hn 8.000 lao

ng gin tip thng qua vic m rng chui gi tr ca mnh.

UVN pht trin rt tt cc mi lin kt hp tc cht ch vi cc doanh nghip

a phng (nh h tr h c v ti chnh v cng ngh). y l nhng ng gp khng

nh vo s pht trin ln mnh ca cc doanh nghip va v nh ti Vit Nam.Cho n nay, UVN c khong 76 nh cung cp nguyn vt liu, 54 nh cung ng

bao b, 283 nh phn phi v hn 150.000 ca hng bn l trn c nc vi tng doanh

s giao dch vi UVN khong 34 triu USD mi nm. Cc cng ty thuc UVN hin

ang s dng khong 60% nguyn vt liu v 100% bao b sn xut trong nc.

Khng ch dng cc ch tiu tng trng v pht trin kinh doanh, Unilever

th hin trch nhim ca mt cng ty a quc gia khi xc nh xu hng u t lu di Vit Nam. Cng ty cam kt v coi vic bo v mi trng v an ton lao ng l

mt trong nhng u tin hng u. Cam kt ny th hin rt r trong ton b qu

trnh sn xut:

- Tt c cc nh my ca Unilever u tin hnh hot ng sn xut theo nguyn tc

khng c nc thi cng nghip ra mi trng.

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5/23

- u t v sn sng tip tc u t cho thit b v phng tin, thit lp nhng h

thng qun l cn thit duy tr cc tiu chun an ton v mi trng theo quy nh

ca Nh nc Vit Nam v ca UVN i vi nhng hot ng sn xut ca Cng ty.

- Lin tc pht trin v lin tc ci tin cc h thng qun l tiu chun quc t

c p dng trong tt c cc c s sn xut ca Unilever nh: h thng qun l cht

lng quc t ISO 9001 - 2000, h thng qun l mi trng ISO 14001, h thng qun

l sc khe v an ton ngh nghip OHSAS 18001 v c bit l chng trnh TPM -

bo tr nng sut ton din.

Cng ty ch trng u t vo tt c cc nh my ca mnh m bo p

ng cc tiu chun v an ton v bo v mi trng. Cng ty t c cc chng ch

v h thng qun l mi trng ISO 14001, h thng qun l sc khe v an ton ngh

nghip OHSAS 18001 cho mi nh my ca mnh. c bit chng trnh "Bo tr nng

sut ton din" c trin khai tt c cc nh my gim ti a vic s dng cc

ngun ti nguyn thin nhin nh nc, nng lng v nguyn liu trong khi vn m

bo tng nng sut lao ng. Cng ty cng nhn c chng ch ISO 9001-2000 cho

h thng qun l cht lng quc t v cc dy chuyn sn xut.

Phng chm lm vic ca Cng ty l lin tc pht trin v lin tc ci tin cch thng qun l tiu chun quc t c p dng trong tt c cc c s sn xut.

Vi phng chm lm vic ny em li nhng li ch cho pht trin kinh doanh ca

Cng ty. Cc nh my ca UVN ti H Ni v thnh ph H Ch Minh c nhn

chng ch cc h thng qun l ISO v c bit l hai c s sn xut ca Lever Vit

Nam ti H Ni v Th c tr thnh nhng nh my u tin ca Vit Nam ln

lt c Vin Bo tr Nh my Nht Bn JLPM cp gii thng TPM Excellence

award vo thng 12 nm 2003 v thng 11 nm 2004.

Khng ch ch trng vo sn xut kinh doanh m trong thi gian qua, cc hot

ng ca UVN lun hng ti h tr pht trin cng ng. Trong 10 nm qua, Cng ty

dnh hn 200 t ng cho cc chng trnh h tr pht trin cng ng x hi. Cng

ty kt hp vi B Y t, B Gio dc v o to cng cc c quan ban ngnh a

phng thc hin nhiu chng trnh lp nh P/S bo v n ci Vit Nam, V nh mt

tr th, chng trnh gio dc v sinh ra tay sch s vi Lifebuoy, Hc bng OMOdnh cho tr em ngho vt kh, Lng Hy vng, Trng hc dnh cho tr khim th

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6/23


7/23

P/S: Dnh cho mi ngi, c thu nhp thp.

Close up: Dnh cho ngi thu nhp kh tr ln.

Nhm hng git gi : Omo, Viso, Surt v Comefor

Nhm hng thc phm v ung: Knorr, Lipton

Nhm hng v sinh: Vim, Sunlight

II GII THIU SN PHM SUNSILK

Theo kt qu kho st ti 10 nc khc nhau ti 3 chu lc c ti 90% bn gi tui la

tui 20 25 cho rng mi tc ng vai tr quan trng i vi v b ngoi ca mnh, gn85% cho rng s thay i ca mi tc s lm thay i tc v v bn ngoi ca mnh. C

ti 87% bn gi tr cho rng khi h ngh mnh c mi tc p, h s cm thy t tin hn

vi cc c hi mi. l l do ra i ca sn phm du gi.

Sunsilk l mt trong nhng sn phm lm p ni ting ca Unilever, c mt trn 80

quc gia trn th gii. Sunsilk v ang c mt ti th trng Chu u ni m cc

thng hiu du gi u ang ang pht trin rt mnh.

Ni n thng hiu Sunsilk :

- Du gi u s 1 Chu

- Bn c trn 1 t bng Anh 1 nm

- Sn phm c c bn 80 quc gia trn th gii.

- Gii thng: nm gi k lc Guinness Th gii v gi c nhiu u nht v

to nhiu kiu tc nht trong 1 ngy.

Trong vi nm gn y du gi u Sunsilk c v tr trong lng ngi tiu dngVit Nam, l mt trong nhng mt hng chm sc tc c ch em ph n a

chung v tin dng. Tnh ring nm 2003 v na u nm 2004, Sunsilk c nh

gi l c nhng thnh cng vt bc trong kinh doanh. Thi im , doanh thu ca

Sunsilk tng trung bnh 10% so vi cng k nm trc, th phn ca Sunsilk trn th

trng du gi u chu tng ln ng k. Cc nhn hiu Sunsilk c c bit ho

v phc v nhiu phn khc th trng khc nhau.

nh gi v cht lng ca sn phm: Sunsilk c coi l thng hiu du gi u c

cht lng cao, hp vi tc ngi chu , s chng thc ca sn phm khng ch

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8/23

c truyn b qua qung co tip th m cn c nhng ngi tiu dng nh gi.

B sn phm chm sc tc ca Sunsilk:

+ Sunsilk b kt: chit xut tinh cht t b kt lm tc mt m en ng.

+ Sunsilk nhn sm: cc dng cht t c nhn sm gip cho tc kho, chng gy rng

tc.

+ Sunsilk sa chua: gip tc tr trung v mm mi.

+ Sunsilk Protein v kem dng tc: b sung dng cht cho tc, duy tr mi tc

p. (siu mm mt)

+ Cc sn phm du x ca Sunsilk cng chng loi vi du gi u.

+ Cc sn phm dng tc ca Sunsilk.

.

Qua thc t ta bit rng sunsilk rt thnh cng khi tung vo th trng Vit Nam sn

phm sunsilk b kt lm mt tc m en ng v thch hp vi vn ha Vit Nam t

ngn i xa n nay s dng b kt lm p tc. Nhng qua nghin cu v kho st th

trng th i tng s dng l ngi ph n t 30t -45t, h khng phi l i tng

khch hng mc tiu c tui t 20t-30t ( tui ny th nhu cu lm p rt rt cao )

m U ang nhm ti. Thm vo t nm 2006 n n cui 2007, sunsilk mt thphn t 15% xung 10% (nhng nm 2000 th phn khong 20%). Nhn li chin dch

nm 2007 vi dng sn phm cho tc nhum, mt bc u tin ti nh v sunsilk

qua cosmetic segment, nhng chin dch ny khng thnh cng, kt qu l b mt vi

% th phn. V vy U quyt nh nh v li khch hng mc tiu v nh vo th trng

du gi ang i vo bo ha bng vic tung ra chin lc marketing mi Life cant

wait.

III PHN TCH TH TRNG

S pht trin ca th trng du gi

Vo thi im cui nm 2003, trn th trng du gi vn ni ln hai i gia ln,

l Unilever v Procter & Gamble (P&G). Hai thng hiu ny thng lnh th trng vi

nhng sn phm nh: Sunsilk, Clear, Dove, Lifebuoy( ca Unilever) v Pantene, Head

& Shoulders (ca P&G).

ng thi, cng xut hin mt vi nhn hiu du gi u khc nh Double Rich,

Enchanteur,Palmolive

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9/23

Da vo nhu cu a dng ca ngi tiu dng, cc nh lm thng hiu chn cch cnh

tranh bng vic chia phn khc. Phn khc du gi tr gu c Clear, Head & Shoulders

v nng v bnh l hn mt cht l Nizoral. Thin v mi hng dnh cho n, hu nh

ch c Enchanteur ca Cng ty Trch nhim hu hn Unza lm ma lm gi. Sn phm

nhm n gia nh, c thu nhp thp, ch yu cc tnh, l Lifebuoy, Sunsilk. Gn y,

phn khc ny ang b thu hp dn v thu nhp ca ngi dn ngy cng kh hn

NGN SCH V TH PHN MT S THNG HIU DU GI TI VN.

Nhn hiu du gi u t Tng s th phn

Sunsilk 4,32 triu USD 14% th phn

Clear 4,71 triu USD 18,7% th phnRomano 0,72 triu USD 2,5% th phn

Double Rich 0,53 triu USD 2,8% th phn

Palmolive 0,07 triu USD 2,4% th phn

Enchanteur 0,02 triu USD 3,1% th phn

Rejoice 4,7 triu USD 13,5% th phn

Pantene 3,7 triu USD 10,8% th phn

X-Men 0,59 triu USD 7% th phn

Dove 1,45 triu USD 6,2% th phn

Lifebouy 1,85 triu USD 6,2% th phn

Ngun: TNS Infosys& Nielsen, nm 2006.

IV PHN TCH TNH HNH BN NGOI.

3.1. Mi trng v m.

3.1.1. Yu t kinh t.

GDP v thu nhp bnh qun /ngi/nm

Sau hn 20 nm i mi, GDP ca nc ta lin tc tng. c bit l trong nhng

nm gn y t 2005-2007 GDP tng nhanh hn. Tc tng trng kinh t tng vi

tc kh nhanh v n nh (trn 8%/nm). Nm 2008 do nh hng ca cuc khng

hong ton cu c tc ng ln n nn kinh t Vit Nam (GDP gim xung cn

6,23% so vi d kin l 7,5%), tuy nhin mc nh hng ny cn thp so vi khu vc

v th gii. D kin tc tng trng kinh t Vit Nam nm 2009 l 4,75% (theo

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10/23

IFM),vi mc tiu l kim ch lm pht v tng trng n nh. Cng theo d bo u

nm 2010 nn kinh t Vit Nam s c phc hi.

ng thi mc thu nhp bnh qun trn u ngi ca Vit Nam c s gia tng

ng k t 722 USD/ngi/nm (2006) ln 1024 USD/ngi/nm. Mt khc Chnh ph

c l trnh a cc gi kch cu ra th trng, vi tng tr gi l 9 t USD [ TS. Cao

S Lim, thnh vin Hi ng T vn chnh sch tin t quc gia, theo bo Ngi lao

ng], hin nay gii ngn hiu qu gi th nht (1 t USD), ngy 04/04/2009 Chnh

ph tip tc a ra gi kch cu ln hai (tng ng 1 t USD) nhm ngn chn suy

gim kinh t v duy tr tng trng [Quyt nh 443/Q-TTg]

Vi nhng tn hiu kh quan cng s n lc ca Chnh ph trong gii quyt khng

hong kinh t hin nay to nim tin cho cc doanh nghip y mnh sn xut, ngi

dn chi tiu nhiu hn so vi nhng thng trc y.

Bng 3. GDP, thu nhp bnh qun/ngi v tc tng trng hng nm

(Ngun: Tng cc thng k Vit Nam tnh theo t gi USD/VN nm )

(*) D on ca IMF (Qu tin t th gii)

Lm pht

Vi mc tiu tng trng kinh t mc cao ( khong 8%/nm), cng vi tnh

hnh th gii c nhiu bt n. Lm pht trong ba nm qua c xu hng tng cao, nm

2008 t l lm pht tng ln rt nhanh (22,97%) r nt nht l trc tnh hnh bin

ng phc tp ca gi c cc mt hng qua hai nm 2007 v 2008.

Bng 4. T l lm pht v ch s gi tiu dng qua 4 nm

Ch tiu Nm 2006 Nm 2007 Nm 2008 Nm 2009*Lm pht 7,50 14,10 22,97 6,00CPI 106,60 112,63 - -

(Ngun: Tng cc thng k Vit Nam)

(*) D on ca th tng Chnh ph

- 10 -

Ch tiu 2006 2007 2008 2009*GDP(t ng) 973.791 1.143.442 1.478.678 -TNBQ/ngi ca c nc 722 945 1024 -

Tc tng trng (%) 8,23 8,48 6,23 4.75%


11/23

Biu 2. CPI qua 12 thng nm 2008

(Ngun: Tng cc thng k)

Da vo biu ta thy ch s gi tiu dng qua cc thng bin ng rt phc

tp, tng cao nht vo thng 3 nhng gim mnh vo ba thng cui nm t thng 10 CPI

t gi tr m. Tuy nhin, gi tiu dng bnh qun ca nm 2008 so vi nm 2007

tng 22,97%. y l tc tng rt cao trong thp k ny.

Bng 5. Chnh lch ch s gi tiu dng qu I nm 2007, 2008, 2009

Qu I 2008/007 Qu I 2009/008CPI +9,19% +14,17%

(Ngun: Tng cc thng k)

3.1.2. Yu t vn ha.

Vi nhng c tnh vn c, hin ha nhn i, ng n chn thc, ngi ph n

hin i cn bn b bi p kin thc, m mang tr tu c thng minh v t tin

xng vo trng i, vi s dng cm v quyt on khng km g nam gii. c bao

tm gng ph n thnh t vi nhng c tnh mi m mang tnh thi i, m xa kiacc c ta cha h tnh n. Vi vai tr va gii vic nc, m vic nh, thc s ph n

- 11 -

-0,68-0,76

-0,190,18

1,56

1,13

2,412,2

2,092,38

3,563,91

-1

0

1

2

3

4

5

T1 T2 T3 T4 T5 T6 T7 T8 T9 T10 T11 T12


12/23

thi nay nng khi nim t c ln mt tm cao mi, theo v p ca ngi

ph n cng mang mt din mo mi, phong ph, a dng hn, ph hp vi v tr ca

mi ngi trong x hi.

Ngy nay, vi cuc sng y bn rn, vic nh, gia nh, con ci, vic c quan

Ph n cng khng b c thi quen lm p v l mt nt truyn thng ca ph

n. c bit h cng coi trong mi tc v theo quan nim ca ng b ta ci rng ci tc

l gc con ngi. Chm sc bn thn, chm sc sc khe v mi tc ca mnh l mt

phong cch mi ca ph n hin nay.

Bng 7. Tng hp mi trng v m

Cc yu t nh hng i vi ngnh i vi SP (+)/(-) Tng

1. Kinh t- Tc tng trng kinh t 3 2 + +6-Ch s gi tiu dung 2 3 - -6- Cc gi kch cu 2 1 + +2-Lm pht 3 2 - -6

2. Mc thu ht ngnh- S hp dn ca ngnh 3 3 + +9

3. T nhin-S ph hp ca sp vi kh hu 2 2 + +6

4. Vn ha-Xu hng tiu dung 2 1 + +2

3.2. Mi trng vi m.

3.2.1. Khch hng.

Khch hng l yu t quan trng hng u khi phn tch kinh doanh bi c khch

hng th mi sn phm mi tn ti v pht trin.

Xu hng tiu dng:

Trong nhng nm gn y gi tr mua sm tng mnh, ngi dn s dng ngy cng

nhiu cc dch v chm sc sc khe, k c chm sc tc cho ph n; cc dch v du

lch, bo him, gio dc cng c quan tm. Bn cnh , vic s dng cc loi thuc

nhum tc, dng tc cng rt c ch trng.

Phn loi khch hng s dng

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13/23

Mt phn khc ngi tiu dng la tui t 20-30 l nhng ngi ph n tr, lm vic

hng say, trn y sc sng v lun mun vn ln nhng c m. Ngoi ra cn c mt

phn khc khc la tui 30-40 l nhng ngi ph na hng v gia nh, lo cho chng

con, n chc mt bn, thc t

S lng khch hng

Vi th trng hn 80 triu dn, thu nhp ngi dn khng ngng c ci thin,

nht l ph n (chin hn dn s) ngy cng tham gia nhiu vo hot ng x hi,

tip cn c tri thc, khoa hc, m thut, ngh thut nn nhu cu dng sn phm

dnh cho mi tc lin tc tng, t du gi, thuc nhum tc, thuc dng tc, keo vut

tc..

N gii ngy nay cbnh ng vi nam gii v nhiu mt , nng ng t th

hin mnh gi vai tr quan trng hn trong i sng x hi, c thu nhp cao nn h c

th chi tr cho nhng sn phm lm p tc khin cho ai cng phi ngoi nhn nh

thng thy trong cc qung co du gi.

Cuc sng hin i, bn rn nn nhu cu tit kim thi gian l cn thit nn sn

phm du gi Sunsilk p ng nhu cu ny ca ngi tiu dng.

Sn phm du gi mi Sunsilk ph hp vi ti tin ca i da s ngi dn, thm

nhp vo th trng d hn v nhanh hn.

nh v khch hng tim nng

Theo kt qu kho st ti 10 nc khc nhau ti 3 chu lc c ti 90% bn gi tui la

tui 20 25 cho rng mi tc ng vai tr quan trng i vi v b ngoi ca mnh, gn

85% cho rng s thay i ca mi tc s lm thay i tc v v bn ngoi ca mnh. Cti 87% bn gi tr cho rng khi h ngh mnh c mi tc p, h s cm thy t tin hn

vi cc c hi mi. Do Sunsilk nhanh chng cho ra i Dng sn phm chm sc

tc gip cc bn gi thm t tin, ni bt. Nh vy U thy c s tim nng trong

th trng VN (n gii trong la tui t 20-30.). l nhng ngi mun vn ln trong

cuc sng, giu n tnh, chn thnh, thch sng hi ha gia cng ng, rt cn tnh bn,

thch lng nghe nhng li khuyn ca bn b Chnh t y, U hnh thnh c

nhng cch tr chuyn ring vi ngi tiu dng ca mnh, bin Sunsilk thnh mtngi bn lun gip v thu hiu, vi cch ni thn thin v nh nhng, khng mu

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14/23

m, khng khin cng v p t c lng trong nhng cu chuyn tnh yu rt n

tnh v kt thc c hu, cng nhiu gii php khc nhau lin quan n tc dnh cho tt c

mi ngi. T y, U to c tng chng loi sn phm Sunsilk dnh cho cc vn

khc nhau v tc v tip cn ngi tiu dng bng nhng spot qung co n tng, c

nhiu ngi nh bi ni bng ngn ng ca chnh h. C th ni sunsilk nhm vo

phn khc sn phm lm p tc , gi v p n tnh. Nh vy t mt thng hiu du

gi u thin nhin vi chit xut, v rt nhiu dng sn phm: b kt, bi, yoghurt,

da hu, chanh... Sunsilk chuyn mt bc ht sc t ngt qua nh v thm m.

Kh nng chi tr

Cuc sng pht trin, thu nhp bnh qun u ngi tng ln khong 1024

USD/ngi/nm tc khong 100 USD/ngi/thng. Thu nhp trung bnh ca mi h gia

nh Vit Nam hin khong 300 USD/thng v s gia nh c thu nhp trung bnh t

400 USD/thng tr ln tng mnh t 20% vo nm 2002 ln n hn 80% vo nm

2008, cho thy kh nng chi tr cng gia tng ng k. [Theo bo Doanh

nhn/VietNam+]

Ngoi yu t lm pht, vt gi gia tng, s liu iu tra qua cc nm cho thy mc

chi tiu bnh qun u ngi tng mnh qua cc nm i vi mc chi tiu bnh quntrn 1 triu ng/ngi/thng (nhm chi tiu cao nht) v gim u cc nhm cn li.

Nhm chi tiu cao nht ny tng t 18,4% nm 2004 ln 62,2% nm 2008, tng hn

3 ln. Ring hai nhm ngi tiu dng c mc chi tiu bnh qun t 500 ngn

ng/ngi/thng tr ln trong nm 2008 chim n 93,3%. S liu ny cho thy mc

sng ca ngi tiu dng ci thin ng k qua cc nm (xem bng).

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15/23

Biu 4. Mc chi tiu bnh qun qua cc nm

(Ngun:Theo kt qu iu tra Hng Vit Nam cht lng cao nm 2009)

c tnh tiu dng.

Ngi tiu dng Vit Nam c xu hng tin phong trong vic trang b nhng

loi hng ha cng ngh mi. Tnh chung nhng ngi trong tui lao ng, 74% s

ngi Vit Nam ang s hu in thoi di ng; chim 57% dn s th v 37% dns nng thn. T l dn s ngm internet Vit Nam (23%) cao so vi cc quc gia

lng ging nh n (7%) v Trung Quc (22%).

Ngi tiu dng Vit Nam cn rt nhy cm vi cc cng ngh mi. Sau khi

chi tr cho cc nhu cu thit yu ca cuc sng, Vit Nam ng u trong s cc th

trng chu Thi Bnh Dng v chi tiu cho cc thit b cng ngh mi - mt thc

t ng ngc nhin nu xt ti mc s hu cng ngh ca Nht Bn v Trung Quc.

Vit Nam xp th 9 ton cu v th 5 trong khu vc v mc lc quan ca ngi tiu

dng. iu ny c ngha l, cho d c mt qu kh kh khn v hin ti nhiu ging

bo, h vn l nhng ngi kh rng tay.

Ngi Vit Nam thch chi tiu mt ln (h cm thy mt t hn so vi chi nhiu

ln vi cng mt khon tin).

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16/23

3.2.2. i th cnh tranh.

a. Pantene

Pantene l du gi theo kiu m phm, lm tc ng p, hng ti v p hon ho. L

mt trong s nhng nhn hiu du gi sm gt hi c thnh cng trn th trng. Nm

2004 v na u nm 2005, doanh thu ca Pantene tng trung bnh 10 % so vi cng k

nm trc, th phn ca Pantene trn th trng du gi chu tng ln ng k. Cc

nhn hiu Pantene c c bit ha v phc v nhiu phn khc th trng khc nhau.

Ngoi Pantene, P&G cn s hu nhiu nhn hiu khc nh t lt Pampers, bt git Tide,

kem dng da Max Factor cng Olay m theo tiu chun ca P&G th thuc vo loi kem

dng da cao cp. Tp on ny cng gi vai tr quan trng trn th trng thuc nhum

tc, mt ngnh ang n r trong lnh vc chm sc sc p, khi mua li hng Clairoil (trgi 5 t USD) vo nm 2001.

iu c bit trong nhn hiu ca P&G l thnh cng n t s thc thi mt chin dch

truyn thng sng to, i mi v c sc trn nhiu knh truyn thng. Qung co truyn

hnh ca sn phm du gi Pantene lun kho lo s dng m thanh v cc ca khc tr

trung si ng, t bi ht ti vic dng m thanh ca mt s nhc phim ni ting. C th

ni, m thanh trong cc phim qung co ca Pantene thc s cun ht khch hng, c

bit l cc ph n tr. Ngoi ra, qung co trn bo ch ca Pantene cng rt n tng,

chng hn cc mu qung co c lin h s ng mt ca tc vi s mn mng nh nhung

la.

Bn cnh qung co trn truyn hnh v bo ch, Pantene cng p dng thnh cng vi cc

qung co khng dng mass-media. Pantene ti tr nhiu chng trnh tr chi trn

truyn hnh; cu lc b Pantene vi cc m ca nhc ti nhiu ni trn th gii lun thuht ng o gii tr. Chnh vic ti tr cc chng trnh gii tr ny gp phn nng

cao nhn thc nhn hiu rt ln cho Pantene.

b. Clear

Clear, cng thuc i gia Unilever. y l du gi nhm n nhng ngi tr, tr gu,

em li mt mi tc p, khe, s t tin, cm gic thoi mi cho ngi tiu dung. Do c

mc gi gn bng Sunsilk nn c v nh Sunsilk ang cnh tranh trc tip vi chnh nhn

hng anh em ca mnh l Clear. Sau khi nhn ra sai lm ny, U nhanh chng nh v li

Clear sang th trng tr gu trnh hin tng n tht ng loi. Cn v chin lc

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17/23

truyn thng, trc y, qung co Clear tp trung ch yu vo vic gii thiu trc tip

tc dng ca du gi Clear bng cch cho tng phn hnh nh hai chng trai tr: ngi

khng dng Clear th gu bm y u, cn anh bn dng Clear th tc va sch va ng

mt v th l chim c cm tnh ca ngi p. Nhng qung co mi nht ca Clear

gi y khc, vi cu chuyn v mt chng trai eo knh cn ln u nhn thy gu trn

vai c bn gi, ln th hai do nhm ln bi c bn ny ht gu nh xi Clear, ch c

mt knh cn ca anh ta y bi mi khin anh ta hiu nhm. R rng so vi li tip cn

trc y, qung co Clear mi thng minh v tinh t hn, pha ln i cht khi hi v

vn tr trung. Yu t li sng ca gii tr hin i c ngm th hin, qua thay th

yu t gii thiu trc din c tnh sn phm trong qung co.

c. Dove.

Dove, cng thuc i gia Unilever, vi cng thc cha kem dng m gip lm gim

lng tc h tn. y l mt hng c Unilever nhm vo phn khc cao cp

Ni v n tng, c l khng th khng nhc n chin dch qung co launching du

gi ca Dove. Cc li thoi anh y c vut tc mnh mi thi, mnh c cm gic nh

c yu y,... tuy c nhiu nhc im, song li c mt im mnh l rt n tng v

thu ht c s ch ca khch hng ngay tc th. Theo Mark Nolan, gim c tip th

ca Unilever ti chu u th: Kinh nghim ca chng ti cho thy, mun cnh tranh v

bo v nhn hiu ca mnh trn th trng th ngoi vic s hu mt cng ngh siu cao,

k nng sn xut c bit, h thng dch v tinh t, h thng phn phi v bn hng hon

ho,.. chng ti cn phi lm ch v nh hng c gi c trn th trng, lm ch

c cc phng tin truyn thng i chng v bin php marketing.

d. Rejoy:

L sn phm du gi c P& G tung ra nh bi Sunsilk ca Unilever v c hainhn hng ca 2 i gia ny u nhm vo phn khc lm p tc. Theo nhn nh ca

cc nh phn tch marketing th Unilerver c v mnh tay trong vic chi qung co v

phn phi nn cc mt hng ca Unilever c bit n nhiu hn v knh phn phi

cng tt hn P&G. in hnh l vic sn phm ca U ngp trn nh Clear, Sunsilk

ngp trn trn k cc siu th v qung co, event v Sunsilk c cc knh truyn thng

nhc n nhiu cn P&G c v nh im ng hn.

Cc cp i nghch gia P&G v Unilever :

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18/23

- Tide Omo : Th trng bt git

- Downy Comfort :Th trng nc x vi

- Head & Shoulder Clear : phn khc tr gu

- Rejoice - Sunsilk : Phn khc lm p tc

- Pantiene Dove : Phn khc gi m tc

- Olay Pond : Th trng m phm

V CHIN LC KINH DOANH

5.1. Chin lc sn phm.

Chin lc sn phm bnh dn

5.2. Chin lc gi.S dng chin lc gi thp d cnh tranh

+ Gi nh: 8 ml : gi .500 ng/gi

+Chai/tup 200 ml: gi 21.000 ng



5.3. Chin lc phn phi.

ng thi gia nhp WTO v pht trin kinh t mnh m, mc sng c ci thin

lm thay i xu hng tiu dng Vit Nam. Thi quen mua sm hin i (mua sm

ti siu th, trung tm thng mi, ca hng chuyn dng) ca ngi Vit Nam tng

t 9% (2005) ln 14% vo nm 2007 v d kin s tng ln 24% vo nm 2010. Ring

thnh ph H Ch Minh v H Ni, t l tng ng l 15%, 24% v 37%.Cc hnh vi

tiu dng thay i nh t mua sm hng ngy cc ch truyn thng, k c ch cc

chuyn sang mua sm khi lng ln cho c tun ti cc siu th, trung tm mua sm v

qua mng Internet [Theo bo Doanh nghip 24h].

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19/23

Biu 6. Ni chn mua ca ngi tiu dng trong ba thng qua.

Tp ha

24,3%

Ch

15,7%Ca hng

chuyndng

11%

Siuth

47,2%

Khc

1,1%Ca hng tin

li; 0,6%

Nhnvinbn

hng: 0,1%

(Ngun: Kt qu iu tra trc tuyn ca bo Si Gn tip th)

Theo kt qu iu tra trc tip ca bo SGTT i vi cc sn phm tiu dng

thng xuyn ti cc h gia nh TP.HCM, tu c im tng sn phm, ngnh hng

m ngi tiu dng la chn ni mua khc nhau. Nhng nhn chung th siu th v tim

tp ho l hai knh phn phi c la chn nhiu nht.

T trng gia cc ni mua sm ny c thay i qua tng thng nhng c mt im

ng lu l ba thng qua c s thay i theo hng gia tng t trng ca siu th v

gim dn ca tim tp ho v ch. S liu ny cho thy, cng vi s gia tng v s

lng siu th thnh ph, cc chng trnh khc ca siu th nh khuyn mi, a dng

ho sn phm c tc dng to lc ht ngi tiu dng t cc knh phn phi truyn

thng khc.

Phn phi theo cc dng sn phm c trn th trng Unilever.

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20/23

5.4. Chin lc chiu th.

Biu 7. Tn sut qung co trn cc phng tin

79%

58%52%

32%

73% 72%

0%

10%

20%

30%

40%

50%

60%

70%80%

90%

Truynming

Ti vi Bo ch Web qungco

Email tm kimtrn mng

(Ngun: www.Nielsen.com)

Cng ty Nielsen v cng b kt qu nghin cu v tin cy vo qung co, trong

Vit Nam ng th 8 trong 10 quc gia tin vo qung co nht. Ti Vit Nam, 60%

s ngi c phng vn cho bit h rt tin vo cc hnh thc qung co. ng u

"bng xp hng" ny l ngi Philippines v Brazil vi t l 67%. Nghin cu ca

Nielsen cho thy, ti Vit Nam, cc knh qung co truyn thng nh truyn ming, TV

v bo ln lt chim 3 v tr dn u, tng ng vi 79%, 73% v 72%. Trong khi ,

cc knh qung co hin i nh kin khch hng trn mng (58%), email qung co

(38%), cng c tm kim trn mng (52%) chim nim tin ca ngi tiu dng thp hn.

y cng l tnh hnh chung ca th trng qung co trn th gii.

Do U y mnh qung co trn cc phng tin thng tin c bit l Qung co

trn ti vi vi tng sut ph hp. ng thi kt hp vi khuyn mi dng th: pht ticc siu th ln, ch, trng hc, cng vin, khu dn c

Chin dch qung co : life cant wait

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22/23

laser chiu hnh nh video clip ng, trn panel kch thc cc ln, ghp t 165 ming

decal li dn trn b mt king ca to cao c.

y l qung co hnh nh ca ca s ngi mu din vin H Ngc H qung

b cho chng trnh truyn thng: Sng l khng ch i ca nhn hng Sunsilk,thuc tp on Unilever, s trnh chiu t 19h vo mi th by v ch nht trong ba tun

u ca thng 3.2008.

S kin

Nhm to iu kin cho cc bn gi Vit Nam nhiu c hi giao lu v trao i v b

quyt lm p , nhn hng SunSilk cng siu th Big C t chc L hi tn vinh v

p Vit t ngy 28/2-8/3.2009. y cng l hot ng cho mng ngy quc t Ph n

8.3 ca Sunsilk. n vi l hi, cc bn gi khng nhng c c nhiu c hi mua sm

vi gi c hp dn m cn c c hi c giao lu v chp nh cng ca s H Ngc H.

c bit h cn c c hi nhn c poster v CD mi nht c ch k ca H Ngc H

khi mua cc sn phm chm sc tc ca SunSilk. y l mt trong nhng hnh thc PR

nhm ko khch hng c thin cm hn vi nhn hng Sunsilk. T thc y h mua

sn phm.

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23/23

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