Đề cương BTL Marketing căn bản1 (1)

TRNG I HC KINH T TP. H CH MINH

KHOA THNG MI DU LCH MARKETING --------------------

BI THUYT TRNH MN

MARKETING CN BN

Ging vin hng dn: ThS. Quch Th Bu Chu Sinh vin thc hin: Kha: Ging ng: Nhm VINAGOI 37 B.212

TP. HCM, 27/2/2013

BI THUYT TRNH MN MARKETING CN BN 27/2/2013

1.

Phn tch, nh gi mi trng: Mi trng kinh t: Nn kinh t th gii ang ngy mt pht trin, v ngnh khoa hc cng ngh ang c cc nc trn th gii c bit quan tm, v ch trng pht trin, trong c Vit Nam. Do , cc sn phm cng ngh rt c a chung v u t pht trin cc nc. VD: Nm 2012 c xem l nm bng n nhng cng ngh y sng to vi hng lot sn phm nh m cng hng lot tnh nng hp dn c ra mt.Nhng liu s la chn ca bn c phc v tt cho cc nhu cu hng ngy, iu ny qu tht rt kh khn.Di y l nhng thit b cng ngh c nh gi ni bt nm 2012 phc v tt cng vic ln gii tr. ng u l nhu cu gii tr di ng, gii tr nh cao v p ng cng vic1. _ Mi trng x hi:

a. Mi trng v m: .

Dn s: Dn s c xu hng gi ha ( Vit Nam ni ring v th gii ni chung ) th hin ch tui trung bnh trong c cu dn s mi nm mi tng, do c xu hng gia tng nhu cu chm sc, bo v sc khe ( nh l tnh trng thiu ng, mt ng, ng khng ngon gic ngi ln tui, suy ngh nhiu, cng thng u c )2. Dn s c xu hng tng ln, do th trng tiu th c th s c m rng hn3. Dn s vi mc sng ngy mt tng cao, v s dn c mc sng cao ngy mt nhiu, c bit l cc i tng hng n u tin l nhng nh nghin cu, gio s, tin s, cn b cng nhn vin cp cao, cng c th l cc i gia, cc nh t, triu ph , v tt c mi ngi trong tng lai. Mc lng ti thiu cng tng ln vo u nm 20134. Sc khe:1

http://doanhnhansaigon.vn/online/cntt/tieu-diem/2013/01/1071511/cac-san-pham-congnghe-duoc-yeu-thich/ 2 http://www.baomoi.com/Xu-huong-gia-hoa-dan-so/82/2924112.epi 3 http://www.baomoi.com/Xu-huong-gia-hoa-dan-so/82/2924112.epi 4 http://www.baomoi.com/Nam-2013-luong-dap-ung-muc-song-toi-thieu/47/8708035.epi

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S lng ngi va hc va lm tng i nhiu, vi khong thi gian 12 hay 16 ting u khng vi h, nhiu ngi b qua gic ng hc tp v lm vic, dn n tnh trng thiu ng v suy nhc thn kinh ngy mt tng. Trong nhng nm gn y, t l ngi lao ng tr c mc bnh ngy cng tng, phn ln mc bnh u do nguyn nhn thiu ng, p lc cng vic, cng thng u c, stress, nh cc bnh: Bo ph, cc biu hin tm l bt thng, d ni cu v nghim trng hn c th gy cht ngi. Trc y, chng mt ng thng gp nhng ngi ln tui, hay do mt s bnh l gy nn. Th nhng ngy nay, trong x hi cng nghip, di p lc ca cng vic, chuyn lm n, thng trng... khin cho ngi ta cng thng qu mc, gy nn tnh trng ri lon gic ng ( RLGN ), mt ng. V c bit, gii tr mc phi bnh ny ngy mt nhiu5. T nn: Tnh hnh t nn x hi ngy cng gia tng, c bit l tnh trng ua xe tri php, nghin game online Game bo lc trn lan, mt kim sot, c th tc ng xu n ngi chi game. Phn tch nhm tiu dng nam v nhm tiu dng n6: o N gii quan tm n gia nh, hc hnh v sc khe nhiu hn. Nam gii quan tm n cng vic, ti chnh v tnh yu. o Nam gii c xu hng u t cho s nghip nhiu hn n gii. o Thng chc/ tng lng l cc mc tiu quan trng nht i vi c nam v n. Thng chc/ tng lng c quyt nh bi cht lng cng vic ca h, do yu t sc khe, thi gi cng phn no nh hng n yu t ny. o N gii chi nhiu hn cho o qun v cc sn phm chm sc sc p. M mt trong nhng b quyt quan trng gip bo v sc p l bo m gic ng c y , c su, v thoi mi, khng cng thng, p lc bi cng vic chng cht. Nam gii c xu hng phi chi nhiu hn cho giao thng lin lc, gii tr v c bit l chi ph hn h. Do , nam gii phi cn nhiu thi gian hn.

5 6

http://vietbao.vn/Suc-khoe/Mat-ngu-can-benh-dang-gia-tang/45129638/248/ http://www.ftaresearch.com/vn/article.php?id=62

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o 59% nam gii l ngi quyt nh chnh nhiu hn i vi cc loi dng lu bn v 62% i vi sn phm cng ngh. o Nam gii ch trng cho mc tiu lm giu cao hn n gii (17%-10%), cn t l n gii mun nng cao trnh li nhiu hn nam gii (17%-15%). ( Tt c cc yu t ny sn phm ca cng ty chng ti u p ng c ). Mi trng t nhin: Thi gian l th m thin nhin ban tng cho con ngi , khng ai c th thay i hay ci bin iu . Tt c chng ta u c cng ngun thi gian, v dng chng vo nhng vic khc nhau nhng d l ai th 1 ngy cng ch c 24h. Th nhng hu ht chng ta ch s dng c khoang 16-17h/ 1ngy v gic ng m bo tinh thn , sc khe, vic tn dng gic ng ( hay thi gian ) l v cng tin ch. Mi trng k thut cng ngh: ng dng khoa hc k thut ngy cng tin tin, cng ngh hin i. Khoa hc cng ngh ang ngy cng pht trin, v dn tr thnh mt trong nhng ngnh ch lc ca nn kinh t cc nc ( Dch v mng, cc phn mm my tnh ). Nhng sn phm cng ngh c hm lng cht xm cao c nhiu kh nng ginh c thng li trong cnh tranh trn th trng trong nc v quc t. Trn th trng Vit Nam v th trng th gii cha c sn phm ny. Mi trng chnh tr, php lut: Tnh hnh chnh tr n nh trong nc, tuy nhin nc ngoi th bt n, rt nhiu t nn thng xuyn xy ra, v gy hu qu nghim trng, nh hng n nhiu mi trng khc nhau. ng li qun l kinh t i mi: Lun lun ch ng, sng to v da vo ni lc, cng nghip ha, hin i ha gn lin vi pht trin kinh t tri thc v pht trin mnh nn kinh t th trng nh hng x hi ch ngha, u tin pht trin cng ngh cao. Ch trng thnh lp cc tp on kinh t mnh v xy dng cc cng trnh tm c quc gia.

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B lut thng mi cn nhiu bt li cho nh u t nc ngoi, nht l chnh sch thu quan v thu sut cao nh vo cc mt hng c xem l " xa x phm " Chnh sch thu i vi cc chi ph qung co v khuyn mi m Chnh ph p dng cho cc doanh nghip hin phn no gy nn s hn ch trong vic pht trin th trng, m rng kinh doanh v u t vo cc lnh vc tim nng Trong bo co ti Hi ngh s kt 3 nm trin khai thc hin Cuc vn ng do Ban Ch o Trung ng cuc vn ng t chc vo ngy 14/12/2012, hin nay 71% ngi tiu dng tin tng vo hng Vit Nam cht lng cao7. Mi trng vn ha: Vit Nam c s khc bit v vn ha trong phong cch tiu dng ca tng vng min: H Ni mun dch v VIP, Nng nhy cm v gi, Thnh ph H Ch Minh t mua hng ch8. Vn ha tiu dng ca ngi Vit l u tin dng hng cht lng, bn, tnh nng vt tri, mu m p, a s t quan tm v gi c9.

b. Hnh vi khch hng: Tm l khch hng: Thch dng s dng cng ngh hin i, tin dng v m bo sc khe. Trung thnh vi hng hiu, c bit l hng c cht lng cao. Thch ci mi, ci l. Thch hng c ( Ch yu l cc i gia ). Thch mua sm, hay t m v mun th nghim. Cc bc ph huynh lun than phin v vic con mnh tt dc trong hc tp do nghin game, khng thi gian dnh cho c cng vic, v gia nh mnh ( chm sc gia nh, nui dy con ). Tuy c thu nhp khng cao nhng vn ho phng trong chi tiu y t, gio dc, c bit l cc h gia nh c mc thu nhp trung bnh tr ln.7

http://www.moit.gov.vn/vn/Pages/Tinchuyende.aspx?Machuyende=TMQT&IDNews =1326 8 http://songmoi.vn/kinh-te-thi-truong/12-xu-huong-tieu-dung-cua-nguoi-viet 9 http://songmoi.vn/kinh-te-thi-truong/12-xu-huong-tieu-dung-cua-nguoi-viet

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Xu hng tiu dng ca ngi Vit hin nay: Nhn thc sc khe l mt phn thit yu ca cuc sng, v l tiu ch c u tin hng u trong vic la chn sn phm ca h. Th hiu ca ngi tiu dng hin nay ang thay i nhanh chng, h a chung k thut s, in t v cng nghip hn10. u t nhiu hn cho thit b gii tr v th gin ti gia nh. Kht vng s hu cc sn phm c gi tr. Phn ln tin vo hng Vit Nam cht lng cao. Ngi tiu dng tm ngng ngay khi thy sn phm nh hng mi trng11. Mt khi ngi tiu dng hi lng vi sn phm hay dch v hin ang s dng, h s khng cn st sng chuyn sang nhng sn phm hay dch v khc. c bit, nhng ngi bn rn s khng thc hin nhng thay i khng cn thit v iu ny s ph hng s thoi mi ca h, mt nhiu thi gian v nguy c ri ro cao. Qua tham kho kt qu nghin cu ngi tiu dng trc12, thy c: N gii c xu hng quan tm nhiu hn ti thit k, mu sc trong khi nam gii quan tm nhiu hn n bn, tit kim nhin liu.

c. C hi v thch thc: C hi: L sn phm c quyn, sn phm mi tung ra th trng trc tin, nn s nm chc c nhng nh phn phi v khch hng ch cht v ginh c v tr dn u v ting tm. p ng c nhu cu mang tnh thit yu ca ngi tiu dng , Phn khc th trng rng ln , khng kn ngi tiu dng C hi qung b thng hiu cng ty ra khp ton th gii v a ra c sn phm gy chn ng th gii. Sn phm mi l vi nhiu tnh nng a dng to sc ht, gy s ch quan tm mnh m i vi ngi tiu dng.

10 11 12

http://news.zing.vn/kinh-doanh/7-xu-huong-tieu-dung-cua-nam-2013/a288168.html http://songmoi.vn/kinh-te-thi-truong/12-xu-huong-tieu-dung-cua-nguoi-viethttp://www.ftaresearch.com/vn/article.php?id=62

NHM VINAGOI

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V dn s: Nc ta l mt nc ng dn Quy m th trng ln c hi tiu th s lng ln sn phm. C cu dn s tr d tip thu s dng cc sn phm c trnh cng ngh cao. Kinh t: Thu nhp ca ngi dn ngy cng tng, i sng pht trin hn. Con ngi c xu hng x dng cc sn phm cng ngh tin tin, hu ch, tha mn i sng tinh thn ca h. T nhin: Nc ta c ngun Ti nguyn thin nhin a dng to ra nhiu cht liu mu m a dng ha sn phm, ph hp vi s thch ca ngi tiu dng. Cng ngh: S pht trin ca k thut, cng ngh d dng to ra cc sn phm c trnh cao p ng nhng nhu cu cha c thon mn ca con ngi. Chnh tr - Lut php: Nh nc to iu kin cho cc doanh nghip pht trin, cc sn phm mi a ra th trng c bo v bng thng qua cc o lut trnh khi cc hnh vi sai lch nh: hng nhi, hng gi, ly cp bn quyn Thch thc: V l sn phm mi l nn cng phi mang tnh t ph cao, v cng phi c nhiu tnh nng vt tri. Chi ph dnh cho xc tin bn hng ngy cng tng ( Chi ph qung co, c th s phi cnh tranh v chi ph qung cao vi cc thng hiu mnh trn th trng ).x`x Mang nhiu ri ro ( Ri ro th trng, ri ro xut pht t ngi tiu dng ). Cng ngh pht trin ngy cng mnh th chu k sng ca sn phm s c xu hng ngy cng ngn i. Khi mt sn phm mi thnh cng, cc ch th lp t sao chp n, ci tin hay sng to thm trn c s ly sn phm l nn tng, do chu k sng ca sn phm mi s b rt ngn ng k. S i hi v la chn ngy cng kht khe ca khch hng vi cc loi sn phm khc nhau. Tuy l sn phm mi hon ton, c quyn trn th trng, nhng khng trnh khi s b l ca khch hng i vi sn phm mnh, do qu trnh sn xut sn phm cn phi rt k lng v c chnh xc cao.

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2.

Th trng mc tiu:

Nhm nhng ngi lnh o cp cao trong b my nh nc, cng ty, doanh nghip, cc nh u t, doanh nhn, y l nhm ngi hot ng trong lnh vc chnh tr, kinh t. H gi vai tr c bit quan trng trong mt t chc. nhng quyt nh ca h c nh hng rt ln n s thnh bi ca t chc hay chnh bn thn h. phn ln thi gian trong ngy ca h thng phi tp trung phn tch nhng s kin kinh t, chnh tr, x hi,.. tm ra nhng c hi pht trin, cng nh nhng gii php tt nht khc phc nhng kh khn. y l nhm ngi c tm nhn xa hn nhng ngi khc.thi gian i vi h l v cng qu gi, thi gian ngh ngi i vi h c th l mt iu xa x. Chi tiu ca nhm ny thng dnh mt phn nui sng gia nh v mt phn khng nh u t vo nhng thit b c th gip h ci thin sc khe, tit kim thi gian v c th gip h cp nht thng tin nhanh nht. Nhm ngi ny thuc nhm ngi c thu nhp cao v rt cao. T nhu cu v thi gian, tnh cht cng vic, cch phn b chi tiu v thu nhp cho thy nu c mt thit b c th h tr h tn dng thi gian trong ngy va c th lm vic va c th ngh ngi mt cch hp l c th h s sn sng chi tiu m khng do d nhiu. Vi s pht trin nhanh chng ca nn kinh t hin nay hng ngn doanh nghip ang tn ti l hng ngn nhng ci u ngy m tm kim c hi kinh doanh. Nhu cu ln_y l mt th trng y tim nng. M rng th trng: nhn thy rng nhu cu v thi gian v chm sc sc khe l nhng nhu cu v cng thit yu v ngy cng tr nn quan trng i vi mi i tng khng ch hin ti m c th tr nn cp thit trong tng lai. Hc sinh sinh vin cn thi gian hc tp,cng nhn vin cn thi gian nhiu hn lm vic, sng to, b ni tr cn thi gian khm ph th gii bn ngoi, ngi gi ngi bnh cn gic ng su,V vy sn phm khng ch hng ti nhng i tng c thu nhp cao m cn c tim nng v cng ln tng lp c thu nhp trung bnh ( sau khi to c thng hiu ) trn ton th gii, vi nhiu chng loi, chc nng c th phc v cho nhiu i tng khc nhau

3.

Chin lc Marketing:

NHM VINAGOI

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a. Sn phm Gi a con ngi vo khng gian bn chiu Gi LULU ( Product ): Cu to: y l chic gi c gn chip in t c th pht ra sng in tc ng n sng no. C mt nt dng bt tc chc nng ca sn phm. Bn ngoi: Trng nh mt chic gi bnh thng, khng rm r, phc tp. Ch c c bit mu thit k, vi nhng mu thit k l, c o v bt mt, c nhiu sn phm dnh ring cho nhng ngi thch chi tri, thch hng c. Bn trong: Lp t mt Chip in t n trong gi, nh gn, m bo rng ngi dng s khng phi kh chu khi k u. Hot ng v chc nng cc b phn: o Vi mi Chip in t s c to mt ti khon ch ring mt ngi dng, ti khon s c kch hot bi Sng no ca ngi dng. Tt c u s c Chuyn gia Mng lp trnh. Ti khon s tip nhn Sng no u tin kch hot vo , t s t kha ti khon i vi nhng Sng no khc khng trng khp vi Sng no ban u. o Chip in t pht ra sng tc ng vo sng no khin cho ngi s dng trong vng 30s tin vo gic ng say, v c chc nng hn gi, vo ng gi chip s li pht ra 1 sng no khc khin ngi tiu dng thc gic m khng cn bun ng v c th phc hi . o Chip in t pht ra mt loi sng khc a thc ngi tiu dng vo khng gian o ( khng gian 4 chiu ) do cng ty chng ti to ra. V mt c bn, trong th gii o ny ( gi l th gii LULU ), con ngi vn sng v sinh hot hon ton nh i tht. Cc loi cm gic t vui, bun, hay au n u c m phng gn 80%. V khi tin vo khng gian LULU mt khong thi gian, chic gi s tc ng a ngi s dng tin vo gic ng say tht s m bo s ngh ngi v mt tinh thn. o Khi c ngi khc mun nh thc ngi ang s dng sn phm, ch cn bm vo nt trn sn phm, h thng khng gian LULU s t thng bo cho ngi dng v sau 30s ngi s dng s tnh li. Mc ch: Gip cho gii thanh thiu nin, hc sinh, sinh vin c mt cuc sng lnh mnh hn, gim thiu t nn x hi.

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Mc ch chnh ca sn phm: Gip cho con ngi tn dng c ht thi gian sn c ca mnh vo hc tp v lm vic m khng nh mt gic ng v cng quan trng ca mnh, khng nhng m bo ng m cn ngon gic, gip mi ngi c mt tinh thn thoi mi mi khi thc dy, m bo an ton sc khe. Mt ngy c 24 gi nhng con ngi chng ta ch s dng c khong t 15 16 gi/ngy, v nu tnh rng ra, mt i ngi chng ta mt 1/3 thi gian, mt con s v cng ln. Khong thi gian th c hn m mong mun ca con ngi l v hn, v vy, vic gip con ngi tn dng c khong 1/3 thi gian cn li l mt vic v cng ngha v li ch. Tnh nng sn phm: Sn phm c tnh nng vt tri, s dng cng ngh hin i, m bo an ton cho sc khe. Mu m p, bn cao, cht lng tt. Nhn hiu c ng k c quyn. Sn phm khng nhng ch trng v cng ngh m cn quan tm v mu m p, cht liu an ton, cht lng cao, m bo an ton sc khe ngi dng, to s thoi mi nht cho ngi dng. b. Gi ( Price ): S dng chnh sch ht vng ( Skimming ) : o Trong nm u tin s sn xut 120 sn phm , v mi thng ch bn 10 sn phm. o Gi 1 sn phm l 1 t VN/sn phm. o Trong vng 10 nm tip theo s tng dn khi lng sn phm sn xut v h dn gi sn phm cho n mc gi l 5 triu vn/sn phm Nu tnh hnh th trng si ng i vi mt hang ny th s tung ra nhiu sn phm vi nhiu mc gi khc nhau phc v cho mi i tng, tuy khc nhau v gi nhng tt c mi yu t vn khng thay i, ch thay i tnh nng ca sn phm nhng vn m bo nhu cu ti thiu ca khch hng.

c. Ni bn ( Place ):+ u tin, s dng phng php phn phi trc tip: Tc l t ng ra giao dch sn phm, khng thng qua mt i l hay mt knh phn phi no .

M mt vn phng i din dng trng by sn phm v trc tip giao dch ti . Do nm u bn vi s lng c hn nn vn phng ch yu l gii thiu mt cch chi tit v sn phm v tr li mi thc mc ca khch hng.

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Sau khi sn phm c th trng chp nhn v c quan tm rng ri, cng ty s pht trin m mi tnh mt vn phng i din. V mi vic lin quan n giao dch sn phm s c tin hnh ngay ti vn phng i din ca cng ty, ng thi s c k hoch phn phi sn phm.

d. Xc tin ( Promotion ): Qung co: o Bc u tin phi lm cho c nc ch ti sn phm nh mt bc t ph mi v cng ngh, thng qua cc chng trnh TV, trn internet do sn phm c tnh t ph mi v cng ngh. Qua cc chng trnh v TV v bo ch, ngi tiu dng s t m mun tm hiu v sn phm. o Khi sn phm thu ht c s ch ca ng o ngi dn, nhng ngi tiu dng vn cha hon ton hiu ht c tnh nng ca sn phm cng nh c nhiu thc mc, cng ty s t chc vi cuc trin lm sn phm, qua gii thiu cn k sn phm v gii p thc mc khch hng. o Chnh sch khi lng sn phm c hn v gi cc cao s gp phn to nn s PR v sn phm mt cch hiu qu. o Theo kt qu ngin cu cho thy Truyn ming ng vai tr quan trng nht trong thi quen mua sm ca c nam v n nhng n gii c xu hng nghe theo s gp ca bn b v ngi thn nhiu hn nam gii. Khi c ngi thn hoc bn b trc tip gii thiu h c th quyt nh mua sn phm d dng hn khi xem qung co trn truyn hnh hoc cc ngun thng tin khc. Cng ty s ch trng hn n hnh thc qung co Truyn ming. Hnh thc qung co ny c nhiu u im nh: t tn chi ph, hiu qu cao, tuy nhin mc lan rng ch quy m nh, m s ngi bit theo n v hng chc o i vi hnh thc qung co Dng nhn vin tip th, nhn vin bn hng tip th sn phm, cng ty chng ti s tuyn chn v tip nhn nhng nhn vin nh nhn, thn thin, c hiu bit v sn phm, c trnh chuyn mn cao. nh vo tm l hai nhm ngi tiu dng chnh: N gii cao yu t thn thin nh nhn trong khi nam gii cao s hiu bit, t vn chuyn mn.

NHM VINAGOI

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Đề cương BTL Marketing căn bản1 (1)