Chin dch PR ca VIettel
Chin dch PR ca VIettel
Khi c cu khu hiu (slogan) Hy ni theo cch ca bn Say it your way ,
khng ai tin l mt slogan ca mt cng ty Vit Nam bi n qu Ty. Th nhng l
slogan ca mt cng ty Vit Nam chnh hiu, m cn l mt slogan ca mt cng ty
ca qun i. Nhng chuyn gia xy dng thng hiu gi a l cu chuyn ca g nh qu
lm thng hiu.Nh qu nhng chi triTrc nm 2003, trc khi bt tay vo vic xy
dng thng hiu cho Cng ty Vin thng Qun i (Viettel), kin thc v thng
hiu ca nhng lnh o cng ty ny gn nh bng con s 0 trn trnh.
>>> phi thu mt cng ty nc ngoi c nhiu kinh nghim t vn
>>> W Thomson (JWT) - Cng ty qung co ln nht th gii c mt ti
Vit Nam - c chn. i vi i a s cc cng ty Vitnam, vic thu mt cng ty
qung co nc ngoi lm thng hiu l mt vic lm qu xa x. Trong trng hp mt
cng ty qun i vn c kiu marketing nh qu nh Viettel th vic thu JWT c
th coi l mt hnh ng chi tri.i ngc li truyn thngMt trong nhng yu cu
cc k quan trng trong qu trnh xy dng thng hiu ca Viettel l a ra im
khc bit gia Viettel v cc cng ty vin thng khc. rong nhiu nm, ngnh
vin thng l mt ngnh c quyn vi s thng tr hon ton ca Tng cng ty Bu
chnh Vin thng (VNPT). Nhng khch hng s dng dch v vin thng nh in thoi
c nh, in thoi di ng, internet b gi l thu bao v b coi nh nhng con s
ch khng nh nhng con ngi. iu ny dng nh t ngi ch ti bi h ch c mt nh
cung cp, khng c c hi la chn, cng khng c quyn phn nn. Ti mun cc khch
hng ca Viettel c tn trng hn. H l nhng c th ring bit vi nhng c im
ring, nhu cu ring ca h. H phi c phc v ring ch khng phi kiu phc v m
ng. H l nhng khch hng ch khng phi l nhng con s. V mt tng, Viettel
thc s to nn mt c i ngc truyn thng v a ra nhng vn nhy cm m mi ngi
cha tm ti.Caring Innovator: xy dng tm nhn ca thng hiu (brand
vision): s kt hp ca vn ho phng ng v phng Ty.>>> Say it
your way c Viettel n nhn 1 cch kh nng nhit.ng Nguyn Mnh Hng ni: l 1
slogan i ca chng ti, n khng ch p ng nhu cu hng ti nhng nhu cu ring
bit ca tng khch hng m cn th hin s quan tm lng nghe ca Viettel i vi
nhu cu . Mt khc, i vi chnh ni b ca Viettel, slogan ny cng th hin s
quan tm, lng nghe n cc nhu cu, kin, tng sng to ca tng c nhn v cho
php h c th hin theo cch ring ca mnh. Tuy nhin ng l slogan ny c xu
hng th hin vn ha phng Ty nhiu hn. Du ngoc kpVi tng ca du ngoc kp
logo ca Viettel c thit k vi hnh elipse biu tng cho s chuyn ng lin
tc, sng to khng ngng (vn ha phng Ty) v cng biu tng cho m dng ha
quyn vo nhau (vn ha phng ng). 3 mu trn logo cng c nhng ngha c bit:
mu xanh (thin), mu vng (a), v mu trng (nhn). Theo ng bt qui th thin
ng vi mu nhng uc i thnh mu xanh tng mu ph hp vi b cc v biu trng ca
qun i.G nh qu lt xcK t khi hon thnh vic xy dng tm nhn thng hiu,
slogan v logo, Viettel dng nh bt u 1 cuc sng mi. Trong s cc cng ty
vin thng mi hot ng, Viettel l cng ty duy nht i vo tm tr khch hng vi
1 tng rt khc bit v c th ha vic phc v cc dch v vin thng v v s lng
nghe nhu cu ca tng khch hng ti Vit Nam.
