tieu luan PR

8/14/2019 tieu luan PR

1/29

http://www.vnbrand.net/

http://designlover.wordpress.com/about/

`http://www.openshare.com.vn/community/binh-luan-thi-truong/5843-neu-ban-la-nha-marketer-thi-se-nghi-sao-ve-muc-quang-cao-moi-cua-comfort/3/

Nhng chiu PR Vit Nam ! PDF Print E-mail

Written by Webmaster

Friday, 03 November 2006

PR (Public Relation - Quan h cng chng) ang tr thnh cng c khng th thiu tronghot ng marketing ca cc doanh nghip. PR phi kt hp s sng to vi s tht ccng chng chp nhn. V vic vn dng nhng "tuyt chiu" PR t hiu qu caonht cn tu vo chin lc ca tng doanh nghip. Mt trong nhng v d kinh in mnhiu nh nhc n l cuc tuyn chin gia G7 v Nescaf. Thc ra, Vinacaf mi l i

th chnh nhng G7 vn mun ly Nescaf lm i th truyn kip ca mnh.

G7 khng th so snh vi Nescaf v danh ting ln truyn thng lch s lu i nhngc mt yu t v cng quan trng m G7 ly ra lm i trng chnh l lng t ho dntc.

Bng cc hot ng truyn thng, G7 to dng c hnh nh i din tiu biu chos pht trin mnh m ca thng hiu Vit Nam v nhn c ng h mnh m cac gii bo ch v ngi tiu dng.

Mt khc, c mt yu t nh hng to ln n s thnh cng trong chin lc tung snphm ca G7, l Nescaf thc ra khng hp khu v v thi quen ung c ph ca huht ngi Vit Nam nn khng c a chung. Do , ngay khi c mt sn phm thay

th khc th yu t tnh cm s tc ng mnh n ngi tiu dng chn mua snphm G7.

Sau ny mt thng hiu khc ca Vit Nam cng i theo chin lc ny nhng khngthnh cng l bia Laser - s khc bit y chnh l i th ln ca h l Heineken qu thnh cng v chim c lng tin ca tuyt i a s ngi tiu dng.

"Cng sinh" cng c li

Mt kha cnh sng to khc ca PR l hnh thc "cng sinh" gia cc doanh nghip

hoc sn phm c th mang li ch n cho c i bn. Mt trong nhng cng ty sdng hnh thc ny kh thnh cng l Bo Minh CMG v Trng i Hc quc t RMITVit Nam vi sn phm "quyn u tin tuyn sinh" vo RMIT Vit Nam.

Ch Tuyt Vn - Trng phng truyn thng v i ngoi ca RMIT Vit Nam - cho rngy l hnh thc l tng ph bin sn phm n mi ngi rng ri hn, tuy nhin

1
http://www.vnbrand.net/http://designlover.wordpress.com/about/http://www.vnbrand.net/http://designlover.wordpress.com/about/


2/29

"cn phi cn thn trong vic la chn i tc v cch thc hin khng gy nhm lncho khch hng".

D vy khng phi lc no s kt hp cng mang li hiu qu nh mong i, i khi

nhng s c ca mt trong hai bn i tc c th gy nh hng n c hai bn v khi vic ly li danh ting cn kh hn khi to dng. Trng hp ca SITC sp l mtminh chng - sau khi SITC sp th cc i tc o to v cp bng qun l cho hcvin SITC cng khng xut hin nhiu nh trc y.

Hin phong tro sng c trch nhim vi x hi c cao nn cc hot ng PR theohnh thc ny cng c doanh nghip xem l cng c chin lc. H quc t RMIT VitNam trin khai nhiu chng trnh hot ng nh: Chng trnh sinh vin i s,Chng trnh tng sch v thit b cng ngh thng tin h tr ging dy cho cc trngi hc tnh, Chng trnh h tr qun l, xy dng trung tm ti nguyn hc liu cho cctrng i hc...

"u t hng chc triu la vo lnh vc gio dc ti Vit Nam, li nhun khng phi lmc tiu hng u m phng chm ca RMIT l ng gp cho x hi v cng ng. Cl nh thc hin trit iu ny nn chng ti to dng c thng hiu cng nhnim tin ca ngi Vit Nam trong sut 5 nm qua" - Tuyt Vn chia s.

Sony vi gii thng "Pht minh xanh" hng nm thu ht s quan tm ca cng chngv mang hng chc gii php hu hiu trong vic ci thin mi trng ca Vit Nam. Haynh th l ca anh Hunh Mai Hng - chuyn vin truyn thng v i ngoi ca Tp onBP v cc d n xanh Vng Tu, Cn o v Cc Phng m BP ang bt tay thc

hin: " Chng ti c gng cn bng gia mc ch thng mi v bo v mi trngnhm mang li hiu qu cho c x hi".

Xoay chuyn tnh th

Trong cuc khng hong nm 2003, ACB nhanh chng phn ng bng nhng hnh nhtch cc lin tc pht trin i trn sng truyn hnh vi s xut hin ca cc thnh vinban lnh o v ngay c Thng c Ngn Hng nh nc. "H lm tt trong vic iph vi ri ro. Hnh nh ngi khc hng xch mt vali tin n gi trong lc hng trmngi xp hng ch rt tin ngoi tr s ACB l mt liu thuc hiu qu" - ch Tuyt Vnnhn xt.

Hoc vic cc chuyn gia dinh dng hng u ca nc ngoi ng ra tuyn b snphm Enfa Grow khng cha hm lng Acid folic qu quy nh cng l nhng li mbo " bng vng" gip h dn vt qua khng hong.

Tng lai, PR s l mt trong nhng ngh " hot" trn th trng lao ng bi tnh sngto v nng ng ca n. cng chnh l l do ngy cng nhiu bn tr la chn PR lcng vic yu thch ca mnh, nhng t n mc chuyn nghip nh nhng tpon ln th: " Cc bn cn c o to mt cch bi bn v chuyn su hn, v nht lthc hnh tt cc k nng giao tip v x l tnh hung", anh Minh Hng chia s.

2


3/29

PR (Public Relation - Quan h cng chng) ang tr thnh cng c khng th thiu tronghot ng marketing ca cc doanh nghip. PR phi kt hp s sng to vi s tht ccng chng chp nhn. V vic vn dng nhng "tuyt chiu" PR t hiu qu caonht cn tu vo chin lc ca tng doanh nghip.

"Ging ng kch ty"

Mt trong nhng v d kinh in m nhiu nh nhc n l cuc tuyn chin gia G7 v Nescaf.Thc ra, Vinacaf mi l i th chnh nhng G7 vn mun ly Nescaf lm i th truyn kipca mnh. G7 khng th so snh vi Nescaf v danh ting ln truyn thng lch s lu inhng c mt yu t v cng quan trng m G7 ly ra lm i trng chnh l lng t ho dntc.

Bng cc hot ng truyn thng, G7 to dng c hnh nh i din tiu biu cho s phttrin mnh m ca thng hiu Vit Nam v nhn c ng h mnh m ca c gii bo chv ngi tiu dng.

Mt khc, c mt yu t nh hng to ln n s thnh cng trong chin lc tung sn phmca G7, l Nescaf thc ra khng hp khu v v thi quen ung c ph ca hu ht ngiVit Nam nn khng c a chung. Do , ngay khi c mt sn phm thay th khc th yu ttnh cm s tc ng mnh n ngi tiu dng chn mua sn phm G7.

Sau ny mt thng hiu khc ca Vit Nam cng i theo chin lc ny nhng khng thnhcng l bia Laser - s khc bit y chnh l i th ln ca h l Heineken qu thnh cngv chim c lng tin ca tuyt i a s ngi tiu dng.

"Cng sinh" cng c li

Mt kha cnh sng to khc ca PR l hnh thc "cng sinh" gia cc doanh nghip hoc sn

phm c th mang li ch n cho c i bn. Mt trong nhng cng ty s dng hnh thc nykh thnh cng l Bo Minh CMG v Trng i Hc quc t RMIT Vit Nam vi sn phm"quyn u tin tuyn sinh" vo RMIT Vit Nam.

Ch Tuyt Vn - Trng phng truyn thng v i ngoi ca RMIT Vit Nam - cho rng y lhnh thc l tng ph bin sn phm n mi ngi rng ri hn, tuy nhin "cn phi cnthn trong vic la chn i tc v cch thc hin khng gy nhm ln cho khch hng".

D vy khng phi lc no s kt hp cng mang li hiu qu nh mong i, i khi nhng sc ca mt trong hai bn i tc c th gy nh hng n c hai bn v khi vic ly li danhting cn kh hn khi to dng. Trng hp ca SITC sp l mt minh chng - sau khi SITCsp th cc i tc o to v cp bng qun l cho hc vin SITC cng khng xut hinnhiu nh trc y.

Hin phong tro sng c trch nhim vi x hi c cao nn cc hot ng PR theo hnhthc ny cng c doanh nghip xem l cng c chin lc. H quc t RMIT Vit Nam trinkhai nhiu chng trnh hot ng nh: Chng trnh sinh vin i s, Chng trnh tng schv thit b cng ngh thng tin h tr ging dy cho cc trng i hc tnh, Chng trnh h trqun l, xy dng trung tm ti nguyn hc liu cho cc trng i hc...

3


4/29

"u t hng chc triu la vo lnh vc gio dc ti Vit Nam, li nhun khng phi l mc tiuhng u m phng chm ca RMIT l ng gp cho x hi v cng ng. C l nh thc hintrit iu ny nn chng ti to dng c thng hiu cng nh nim tin ca ngi

Vit Nam trong sut 5 nm qua" - Tuyt Vn chia s.

Sony vi gii thng "Pht minh xanh" hng nm thu ht s quan tm ca cng chng v manghng chc gii php hu hiu trong vic ci thin mi trng ca Vit Nam. Hay nh th l caanh Hunh Mai Hng - chuyn vin truyn thng v i ngoi ca Tp on BP v cc d nxanh Vng Tu, Cn o v Cc Phng m BP ang bt tay thc hin: " Chng ti c gngcn bng gia mc ch thng mi v bo v mi trng nhm mang li hiu qu cho c xhi".

Xoay chuyn tnh th

Trong cuc khng hong nm 2003, ACB nhanh chng phn ng bng nhng hnh nh tch cclin tc pht trin i trn sng truyn hnh vi s xut hin ca cc thnh vin ban lnh o vngay c Thng c Ngn Hng nh nc. "H lm tt trong vic i ph vi ri ro. Hnh nhngi khc hng xch mt vali tin n gi trong lc hng trm ngi xp hng ch rt tin

ngoi tr s ACB l mt liu thuc hiu qu" - ch Tuyt Vn nhn xt.

Hoc vic cc chuyn gia dinh dng hng u ca nc ngoi ng ra tuyn b sn phmEnfa Grow khng cha hm lng Acid folic qu quy nh cng l nhng li m bo " bngvng" gip h dn vt qua khng hong.

Tng lai, PR s l mt trong nhng ngh " hot" trn th trng lao ng bi tnh sng to vnng ng ca n. cng chnh l l do ngy cng nhiu bn tr la chn PR l cng vic yuthch ca mnh, nhng t n mc chuyn nghip nh nhng tp on ln th: " Cc bncn c o to mt cch bi bn v chuyn su hn, v nht l thc hnh tt cc k nnggiao tip v x l tnh hung", anh Minh Hng chia s.

PR cho doanh nghip v nhng xu hngNgy nay, hot ng PR khng cn xa l vi cc doanh nghip Vit Nam, ngi taa ra cc k hoch PR bi bn nhm a doanh nghip ti vi cng chng vngc li, a kin ca cng chng v vi doanh nghip. Trong thi k khnghong kinh t, PR cng c nhiu xu hng khc nhau v doanh nghip cn phihiu r mc tiu, ch n ca mnh p dng nhng chiu thc PR ph hp.Ti bui ta m din ra ngy 20/6 vi ch Vai tr ca PR trong cc t chc v doanhnghip do b Phm Th Thanh H Ph Ch tch kim tng th k Hi truyn thng Thnh PhH Ni - Trng i din Hip Hi doanh nghip va v nh Malaysia lm din gi chnh nura mt s xu hng PR mi cho doanh nghip trong bi cnh hin nay.

Trong thi suy gim kinh t, khi m doanh nghip ang tm mi cch ct gim chi ph n mcti a th hot ng PR cng cn phi a ra c nhng cch thc ph hp vi mc chi ph

hn ch nht. Khng mt doanh nghip no chu u t mt khon tin ln vo hot ng PRnu h khng thy trc hiu qu, v vy, cc chng trnh PR cn chng minh cho doanhnghip thy ti sao h nn chi tin. Khi nn kinh t kh khn, cc doanh nghip c xu hng linkt vi nhau trong vic tin hnh hot ng PR. Thay v t chc mt mnh nh trc, cc doanhnghip c cng i tng khch hng nhng khng mu thun vi quyn li ca nhau s tmn nhau hp tc nhm gim thiu chi ph. Hot ng PR v marketing cng c xu hnglng ghp, an xen vi nhau.

Tuy nhin, kinh t Vit Nam c d on l c th phc hi nhanh chng bi quy m kinh tVit Nam cn nh v bc vo thi k hu khng hong PR s tm li phn no v tr ca mnh

4


5/29

trong cc doanh nghip, cng doanh nghip pht trin th trng ni a. Lc ny, quan h nhnvin cng s c ch trng hn tranh th c hi tuyn c ngi ti, sn c nhng ciu gii thc s. S lin kt gia cc i tc s pht trin hn sau thi k "ti la tt n" cnhau.

Hot ng PR cng tip nhn thm nhiu xu hng khc nhau trong c bit phi k n vicPR ng dng nhng tin ch ca CNTT. Khng kh khn g nhn thy, ngy cng nhiudoanh nghip quan tm n hnh nh s ca mnh, l hnh nh cng ty bn ngoi v i vicng ng c dn mng. S pht trin ca CNTT r rng mang quan h cng chng n vicng chng mt ln na. Nhiu doanh nghip a ra thng co bo ch, ni dung thng tin truyn thng vi nhiu i tng thng qua vic vic ng dng CNTT. S lp i lp li cc thngtin nhan nhn trn mng Internet v cc phng tin truyn thng khc c tc dng khiu khchs ch ca khch hng. Trong nhiu trng hp, ranh gii gia PR v Marketing b xa nha.

B H cho rng, hin nay, bin i kh hu ang tr thnh vn thu ht s quan tm ca ngo gii chuyn mn v ngi dn trn khp hnh tinh. Tnh trng nhim, v sinh an ton thcphm ngy cng tr nn nghim trng khin cng chng lun c xu hng tn vinh nhng gi trthin nhin. V th, nhiu doanh nghip tm cch gn sn phm ca mnh vi thng ip thnthin vi mi trng, gn hot ng PR ca mnh vi trch nhim vi cng ng v ngnhin, cc hot ng c trch nhim vi cng ng lun c cng ng nh gi cao.

Bn cnh , xu hng PR doanh nghip trong PR cho hnh nh t nc, hnh nh a phngcng c kh nhiu i biu ng tnh. Xu hng ny nhm vo cc s kin quc t c tchc ti Vit Nam v nhng vn thu ht u t, xc tin du lch rng ri. Trc mt l i l1000 nm Thng Long ang n gn v sc ht ca n i vi du khch quc t chc chnkhng cn bn ci. chnh l c hi lng ghp PR doanh nghip trong vic PR cho hnh nht nc.

Nhng xu hng s gp phn gip cc doanh nghip PR hiu qu hn v em sn phm camnh n vi cng chng rng ri hn.

Hi Anh

bn thn marketing l qu trnh sng to, nn ko th ni ci g ng ci g sai. bn ngiy phn tch, nhng nhng b mt trong chin lc kinh doanh ca P&G th lm sao bnbit c. vi suy ngh ca ti th ti ng vi bn nhng ti ko dm ni n ngcn nhng ngi c kin thc v marketing l sao, c kin thc thi th cha ucn v bn th cng cha hn gii v market v bn xy dng cho mnh mt hnhtng ko my thn thin thi... ti khng thch cu "tt c ch l ngy bin"

VnEcon - Knh tip cn khch hng mi ca bn

Lin h qung co trn http://VnEcon.com

Call: 093 777 7963

nguyenmautam (at) vnecon [dot] comTheoVnEcon.commnh l dn k thut chng bit g v my ci tr ny ch bit l dng omo th thch hndng tide do c cht lng bt v sch cng cao hn,cn nc x mnh thch dungdowny hn do c mi thm lu hn,mi li t ngy bc U qung co comfor kiu andyv lily lm mnh khng thch ri chng c n tng g c,ch c my a chu nh nhmnh hay h ln i mua bpb vi khi chng nhn thy qung co comfor thui hiiii

5
http://vnecon.com/http://vnecon.com/http://vnecon.com/


6/29

Cng nhn qung co ca Comfort lc u lm ngi xem rt t m khi b mt n chs kin ri nhn ly nhng tht vng v ch mun tt tivi khi xem qung co ny.Nhng cng c th comfort ly hnh nh nhn vt xu mi ngi ch v nh lu.Chng phi by gi mi khi nh n Com l mi ngi li ngh ngay n Andy v Lilisao. Nu c 2 cch gy ch th hoc l tht p, hai l tht xu v tht s U chon

xu nhng mi ngi nh.Nhn vt i dinAndyVi cc sp khc la chn hnh nh i din cho mnh l nhng nv ni ting, Comfort thkhc , h xy dng cho mnh nhn vt andy.- Chi ph: to dng mt hnh nh nhn vt ring v vic thu mt vip lm i din mnhngh chi ph cng chng hn km nhau bn.H c g?Hng lo scangdan nh Sfon vi "ch" Hong Thy Linh.To c du n, s c o - thu ng i din l mt vic ch "nh bao ng khc", m i

khi ko c c du n ring (ko bit H H ng cho qung co no nh?)...c ngi nh gi rng chin dch qung co th gii vi ca comfort ln ny khng hayv hp dn bng chin dch qung co thin thn hng v c phn hi thna............mi ngi ngh sao v kin trn...............Cng c nhiu nh gi ca cc chuyn gia cho rng:"Trong nhng TVC ca comfort v Andy v Lily, ni dung khng c tt, hnh nhnhn vt xu, ct chuyn khng c nt tht, khng bt ng, hp dn c Ntd..."

Mt qung co cha , tip tc phn tch tip xem.C bn l ng m topic, mi bn dn dt topic ny, mnh s ngoi nm cho :)Theo mnh thy th comfor cn c thm mt ci hay na n to nhn cch cho vi,so snhvic vi cn comfor nh con ngi cn nc hoa tng sc thu ht cho mnh. comforcn to ra mt nhn vt hnh tng ring cho mnh nh anh quachtm ni.nhng c mtvn nh l cc nhn vt ny hng c bt mt cht no.hihi.Xin li Andy nha!kaka l chin dch "andy v Lily". Thc t chin dch ny ca U tp trung c tnh hngthm ca sp,thi hn vo nhng th vi bnh d rt kho lo. Tuy nhin, n thiu s sngto trong ct chuyn v c nh gi l km so vi TVC trc "nhng thin thn hngthm".

Ngoi ra, ta thy hin nay Comfort v Downy, hai i th chnh chim gi th trngnc x vi, ca hai ng ln U v P&G c nhng bc g kh ging nhau.

U c nhng Ad cho sp kt hp Omo vi ComfortPG li c Downy v Tile

U c TVC tp trung vo sp "x 1 mt ln"PG cng a ngay c tnh ny vo downy.

V trong nhu TVC ca hai sp ny, dng nh s khc bit khng nhu.

6


7/29

Xem xt vi phng din no?So snh vi ci g?

- Vi c nhn: khng n tng cho lm, ch thy hay ch xy dng mt hnh nh khcl, thi hn vo th vi to ra tnh cch, tm hn.

- Vi dn mkt: h khng nh gi cao chng trnh ny, thm ch c nhu kin trn ccdin n khc nhau nh gi l km v khng to ra s c o, ko gy c s ch , ctchuyn khng hay.- Vi m t: ch quan tm g c.

- So snh: vi cc TVC trc - khng n tng bng "thin thn hng"Vi cc TVC chung - vo loi kh.

l nh gi ca mnh v TVC , cn nhng chng trnh Pr, t chc s kin ca hth....cha chng kin ln no.heo kiu Comfort mnh ngh cha chc hiu qu bi v chi ph qu ln m doanh thu

khng bit tng c bao nhiu? Comfor c 1 u im ln l 1 ln x qung co rmr cn Downy chng cn qung co g nhiu v comfor qung co gim ri ch khctn l Comfort thi. Mnh ang gim Comfort tuy nhin ch phi v qung co hp dnhay sn phm vt tri so vi Downy m l bao b d x (v mnh s dng dng gi).Th ny Long nh!Nhng vi vic t ang cp"Downy i cho Comfort i trc qung co n theo , tit kim"Hay vic "Pure green , 100, c2 ..i theo sau thng 0 tit kim tin qung cov mts khon linh tinh khc"...th l nhng suy ngh sai lm , thc s sai lm. Dm chctrm phn trm lun.(c th hi bt c chuyn gia marketing no! )

,...tip vn ny!

Ti sao Downy li i sau chp nhn i sau comfort t vic ra chin lc sn phm minh x mt ln , tit kim chi ph qung co nh bn c ba sa ni ?Khng bao gi!Vic qung co trc ht l a thng tin v sn phm? sau l g? Xy dng thng hiucho sn phm . Comfort xy dng sp y, downy c g ? n theo ? Khng!Thng hiu ca sp l ci hnh thnh trong tm l ng tiu dng, chuyn n theo l koth!Hay l Downy ngho? Khng c! Thm ch Downy ca nh bc PG hon ton c ngun lc lm mi th m Comfort c th nm tin ra lm.Hay Downy chp nhn ngi v th hai , v ri kt qu li nh cuc chin Omo vi Tile.???....Quan trng l bn lm n nh th no!

l kin ca mnh, mong cc bn gp chia s!Thn!Hy chin u nh mt ng lnh!

7


8/29

Nguyn nhn lm cho SP khng my thnh cng trn th trng:Nguyn nhn th 1: Do hnh vi ngi tiu dng VN, theo quan nim ca ngi VN thbt git c nhiu st, st lm hi da, v phi x t nht l 3 nc th mi sch da c.y l quan nim t lu i ri, rt kh thay i. Theo l thuyt hnh vi ngi tiu dngth gi l nim tin. Nim tin rt kh thay i, khng th thay i ngy 1 ngy 2, phi theo

cch ma dm thm lu. y chnh l thch thc t ra cho Comfort mt ln x. Nhngg h lm cho thy cha thay i c quan nim ny ca ngi dn VN.Th 2: tnh thi im. Lc Comfort tung ra t sn phm mi ny trn th trng l lctrn cc phng tin thng tin i chng ang xut hin rt nhiu bi vit v nhng nhhng tiu cc ca nc x vi n sc khe ngi tiu dng. Chnh nhng bi bo lm tiu dng nc x vi b chng li v Comfort khng th thot ra ngoi nh hng.Th 3: cch thc truyn thng. Nh ni trn, quan nim ca ngi dn cn theo cchthc ma dn thm lu, nhng truyn thng ca cng ty li theo cch thc t, rm r.Hu ht gii marketing u ch clip qung co v i tnh nhn Andy v Lyly. H chorng qung co khng n tng, nhn vt th xu, khng gy c thin cm cho ngi

xem. Ngoi ra cn nhng cu khu hiu ch l khu hiu trong qung co m cha thcs i vo lng ngi xem (trc ni: cc ch ni ch y cha tin....; sau li ni l :ti tin. thc cht ch l cu khu hiu m thi).3 nguyn nhn ny lm cho sn phm khng my c ngi tiu dng n nhn. khixem on clip qung co ny th khong 10-16% ngi c hi nu ra kin khngmun xem li on QC ny ln th 2; khong 5% ngi t khng mun mua SP ny.mnh ch tham kho c mt s kin nh vy." ai tm thy ti" mt lot cc qung co km theo? U nh khng inh v th s 1 trnth trng nc x vi ? nhng vi ring c nhn tui vn thch downy hn? v hin titui vn ang dng n.........________________________Ti kg phi l dn Kt nn khng th bn lun vi cc bn nhiu v qung co ca U vP&G . nhng ng di gc ngi tiu dng th qu tht l ti v rt nhiu ngi cmthy s ci khun mt ca 2 nhn vt Andy v LyLy, nht l nhn vt n, con mt to thl ra, trng c nh l nht ma ch kg thy d thng cht no , kh ly cm tnh ngixem lm v tt nhin l n tng v SP th ch c thy hi s thi ch kg n tng myv hng thm hay l ht bt x phng g c1 cht kin thi, t cng l dn mar v qung co Andy v Lily th cng ko quan tm lmnn ko kin, nhng c kin cht v comfort v downy. Comfort l thng hiu ncx vi u tin c trn th trng VN v l 1 u th ln i vi downy. C th cht:khi m c nhc n nc x vi l my mommy li ni "comfort" trong khi nhiu lc trntay her l "downy". T ngh cc qung co ca comfort nn tp trung vo u th ny. Kobit qung co lily andy c tot ln c iu ko.

N gn ging nh vic nhc ti bo him l nh ti prudential .Nu ni Downny i Comfor i trc tit kim chi ph th ring basa ngh l 1 sailm Downy v Downy khng phi l k di c Comfor th khng ti v lm vy tuynhin trong trng hp comfor mun bc ph tng tc m bn chy theo sau 1 cch rmr ging comfor khng kho mi ngi cho Downy l k n theo th cht. V vy trongtrng hp ny mc d l theo sau nhng y l chin lc rt khn ngoan ca Downy.

8


9/29

Thy bn quachtm khng nh 100% cht nh bp vy chc quachtm l gim c ca 1trong 2 anh ny th phi? Ai c s liu 2 anh ny a ln s hay hn nh.Xin chia s 1 bi tham kho bc tranh gia cuc chin khc lit P&G v Unilever.OMO v Viso (Unilever) chim th phn cao hn Tide (P&G); Downy (P&G) li chimth phn hn Comfort(Unilever)...

Trc ht lm Marketing chin lc th phi nhn thy mt xu hng tt yu l sn phmnc x vi s ngy mt b thu hp, do tnh nng nc x vi c th tch hp vo trongbt git. V vy vic bo v th phn bt git l quan trng nht.P&G khng th i din trc tip vi Unilever khi b gng kim OMO v Viso xa lunchin, th l h phi mn ng, dng hnh nh ca Downy vc dy Tide, chnhl dng sn phm Tide hng Downy. Sn phm ny mun li dng th phn ln caDowny v tm l thch Downy cc b ni tr quay qua Tide, v c mi hng quenthuc.Cc tng ca Unilever thy con ng ch th i, l mn Downy ln mnh y Tide...Th l h tm cch xo i li chi .Chnh l y Comfort chn ngDowny, tip theo s chn ng Tide. Mc ch chnh pht trin TVC Comfort l bo

v OMO (cng nh Viso l bo v OMO). chnh l cch chi ca Unilever.V h chn Comfort vi tng tch ra khi tng trng lp vi Downy v tr em vmi hng chuyn sang cho gia nh v cht lng (ko sn vi) sau khi th trngxut hin tin nc x cng thm cng c... l mt bc chin lc ca h chnng bc tin ca mi hng Downy s e do OMO.Mnh c vi kin gip bn n! Khi vit tiu lun v ch ny th nn quan tm nmc tiu Qung co v PR ca Comfort, lit k nhng hot ng Qung co v PR mComFort s dng, sau phn tch v nh gi nhng hiu qu, cng nh u nhcim ca tng hot ng, t a ra nhng phng hng v n ca bn i vi ccchin dch Qung Co v Pr m Comfort s dng. Bn c th lm mt s mu nghincu th trng quy m nh ( khong 100 mu) iu tra nhn bit , hiu qu ca ccchin dch qung co, Pr ca Comfor ( khong 17 cu hi thi nh) c kt lun r rnghn v thm im cho bi tiu lun ca mnh.Chc bn lm bi tt nh!A Long hay c mi ngi ch qu nh. Ln ny hok dm phn i kin ca anhna, 1 ln s ri.

Bn ang xem mt chng trnh yu thch, t nhin dng ch qung co hin ra,on phim qung co bt u: Mt c gi a ci nhp cho ngi yu ri ni: Anhi gip em vi! v phn kt ca qung co l mt loi kem ty lng no

Khi qung co ..v duyn

Bn ang xem mt chng trnh yu thch, t nhin dng ch qung co hin ra, onphim qung co bt u: Mt c gi a ci nhp cho ngi yu ri ni: Anh i gip emvi! v phn kt ca qung co l mt loi kem ty lng no Cha dng li ,khi bn chuyn sang knh khc th cng l lc m bn c thy dng ch B thn trngdng, tng cng sinh lc vi hnh nh mt ngi ph n ang vut ve ngi n ngang ci trn vi c bp chng ly g l p .

9


10/29

Hoc trong mt lc khc, bn ang n cm vi gia nh, lot hnh nh ca mt hng snxut bng v sinh lm nghn ming cm ca bn, v tip theo l mt loi thuc c trbnh tr ca mt cng ty dc ni ting nht nh c nc. Nhng cu chuyn trn khngch xy ra trong ngy mt ngy hai, n v vn cn ang tip din, tr thnh mt tim ngi ta cp hng ngy, l S v duyn ca qung co Vit Nam.

V duyn mi ng

Nm 2006 c coi l mt nm pht trin thnh cng ca qung co trn truyn hnh tiVit Nam, nhiu mu qung co vi tng p c pht trin thnh cng, in hnhc th nhc n P/S vi Ci ln Vit Nam i, Vinaphone vi Khng ngng vnxa, Mobifone vi Mi lc, mi ni. Hu ht cc qung co ny u c u t vichi ph tn km , do cc cng ty qung co chuyn nghip thc hin mt cch bi bn.

Tuy nhin, khng phi lc no chi ph cng gn lin vi hiu qu. Rt nhiu chin dchqung co trn truyn hnh vp phi phn ng tiu cc t pha khn gi. Trong s

c th k n qung co Tnh li i kng ca Nescafe vi ging ngp c giai iukhng th bt chc, nhiu khn gi xem xong c bnh lun rng Hay mi ci l ngpc giai iu. Tui th tp mi khng c(?!). Qung co ca Rexona, theo mt cng tynghin cu th trng chuyn thu thp kin v cc qung co, th b coi l qu v duynkhi cp ti nhng khung cnh bc mi thiu t nh. Hoc cc on phim Andy nThnh Ph Vi ca Comfort khng ly c nhiu thin cm ca ngi tiu dng vCc nhn vt khng ph hp v qu xu . Khong 10-16% s ngi c hi ara kin khng mun xem li qung co ln th hai v khong 5% by t nh khngmun s dng sn phm.

Qung co c thc hin tt c th nng hnh nh ca cng ty v sn phm ln mt tm

cao mi, nhng ngc li, mt qung co ti li c th dm n xung tn cng ca s thtbi. Cc nh sn xut qung co s ngh g khi a con ca mnh lm ra li b nh gi lCon b trong qung co ny ni nng v php kinh khng ,My a lao cng nynhy nht v vn qu.. hay l Qung co loi thuc ny mt v sinh tht , khi ngitiu dng nh gi vi mt thi thiu thin cm v qung co, h hon ton c thloi b lun c sn phm, khi doanh nghip s phi lm mt vic m chng ai munlm , l Gii quyt hu qu sau qung co . Rt nhiu cng ty phi ngay lp tca ra hnh nh qung co mi hay thm ch, phi t chc c cc bui hp bo thanhminh cho nhng li v duyn ng ngn khi sn phm h c pht trn truyn hnh.

S v duyn trong ni dung cn c th hin trong vic thc hin tng trong qungco, mt s qung co c tng kh tt nhng li c thc hin ti, v d nh Rc lti nguyn qu gi c phn th hin cc c gi lao cng thi qu v hi phn cm. Ngayc qung co ca Caf Trung Nguyn vi tng cao p v thng hiu Vit nhng livp phi phn th hin hnh nh cha t hiu qu. Mt s qung co khc va khngthnh cng v mt tng v phn trnh by qu rm r, ng bun l n li tp trungvo cc qung co ca cc sn phm ca Vit Nam, in hnh l cc sn phm ng Y(i trng hon, Kin no hon)

10


11/29

Li v duyn li khng ca ring doanh nghip m cn th hin vic pht sng. Trcy qung co trn truyn hnh thng c tin hnh theo kiu ct ngang, ngha lng n on hay ca chng trnh hoc cc on ngh l lp tc c qung co chnvo. By gi th nh i lch s hn, cho hin ra dng Chng trnh qung co, nhngthi lng qung co th li tng ln, ngi xem kin nhn lm th ch ngi tip c

khong 1-2 pht l nhiu, cn a s l lp tc chuyn sang cc chng trnh khc.Khi m khn gi qu bc xc vi chuyn b bt p xem qung co th hiu ng tiucc l iu ng nhin, sc mnh ca qung co ngy cng b suy gim, cc cng tymun t hiu ng tt li phi tng tn sut chiu qung co v iu ny li lm cho khngi cm thy chn chng hn na.

Lm th no cha bnh v duyn?

Mt phim qung co, mun thnh cng, i hi s kt hp ca rt nhiu yu t. Ti saokhng thu mt o din tht gii, va c u c kinh t v kinh nghim trong lnh vc

qung co. Din vin tuy khng i hi phi c trnh din xut c Tom Hanks hayJulia Roberts m ch cn c mt t kh nng v quan trng hn ht l mt ngoi hnh phhp. Yu t quan trng cui cng, v cng l quan trng nht quyt nh s thnh-bi caphim qung co chnh l s sng to. Thiu iu ny, mt on phim qung co s bqun lng mt cch nhanh chng v c i vo li mn ca s thiu tng.

nh rng qung co th phi c ci hay ci d nhng ci d tr thnh nhng ht sn,va chm c n vn ha l iu kh chp nhn. Cc doanh nghip mun c mt chngtrnh qung co tt cn phi c mt chin lc c th, h phi bit c i tng qungco ca mnh l nhng ai, ni dung m h mun gii thiu ti khch hng l g v cuicng, h phi c mt tm nhn lu di cho vic thc hin qung co ca cng ty cng nh

phi tn trng khch hng ca h. thc hin c mt mu qung co tt th bn thn cng ty phi lin kt cht chvi cc n v thc hin qung co, t vic xy dng ni dung, truyn t tng chon vic trau chut hnh nh th hin v cn nhc tn sut pht sng. S khc bit giamt qung co hu ch v mt qung co v b i khi bt u t nhng iu nh nhtnht m cng ty b qua. Vinaphone v Mobifone rt thnh cng trong vic ci thinhnh nh v a ra thng tin nhng cuc khuyn mi rm r, theo mt bi bo gn y ths lng thu bao ca Vinaphone tng ln khong 6 triu thu bao v Mobifone l 9triu thu bao, c bit qung co Vinaphone c thc hin ng b v a ra cnhiu tng su sc. Ngoi ra Nutifood, Izzi hay Ngi sao phng Nam caVinamilk cng nm trong s cc sn phm gy c thin cm qua cc chng trnhqung co trn truyn hnh. l minh chng cho mt s cng ty thc hin qung comt cch cn trng v nghim tc, thnh cng khng nhng c th hin doanh sbn tng ln m cn th hin vic ci thin hnh nh thng hiu i vi cc khchhng mc tiu.

Theo thng k ca Hip hi qung co, Vit Nam c hn 1.000 cng ty qung co, tuynhin ch c 10 trong s ny l thc s chuyn nghip v ch c 5 cng ty mang tm quc

11


12/29

t. Trnh tay ngh ni chung thp, iu ny phn nh v sao m cc cng ty cng phirt kh khn khi la chn mt nh qung co chuyn nghip. Mt nh qung co truynhnh chuyn nghip thng thu nhng o din c kinh nghim trong vic sn xutchng trnh qung co v c i ng kip thc hin tt phn hiu ng ca qung co,iu ny s gip rt nhiu cho chin dch qung co ca doanh nghip .

Cc cng ty phi nhn thc c rng qung co truyn hnh l mt trong nhng cchnhanh nht n vi th trng v bnh trng cng vic kinh doanh, n cng c th lcch nhanh nht khin cng ty b y ra khi th trng . Vic r sot ni dung mtcch cht ch vi hnh thc th hin chn thc v sng ng s l cch thc d dng nht gy thin cm i vi khch hng. V cui cng, thay cho li kt , cc cng ty cth tham kho nhn nh ca mt chuyn gia trong lnh vc qung co ni rng Mtnhn hiu s lan to v c nhiu ngi bit n, nu mt cng ty to ra c yu tc sc v sng to m cht ngh thut v tr tu trong cc qung co, nh , s co v li cun s bt ngun t nhng iu gin d nht . Vi qung co, ch c mt cchl hy sng to nhiu hn!!!

Ch cc bn c v thch th ci topic ny w ha. Cho mnh tham gia vi.

Theo mnh ngh th ci m comfort ang lm l c gng khng nh cht lng camnh trong suy ngh ca ngi tiu dng. C th trc y ngi tiu dng lun khngnh Downy c cht lng hn (ci ny mnh ko chc). Nhn qua chng trnh cacomfort lm th h ch tm nhn mnh vo mt c im duy nht trong mi giai onqung co khc nhau. T lc mi tung ra chng trnh ny th c tnh mm mi cnhn mnh, sau mt thi gian th n 1 ln x v bay gi l thm lu.

Comfort khong cn qung co theo kiu thng tin dn dzp na m mun khc xu tng

c tnh v tm tr khch hng. C th l mt chin lc di hi nhng n s t tchim lnh tm tr KH v U hy vng s nh bt Downy sau khi kt thc chng trnhny.

Mt vi dng chnh kin...

Co le moi nguoi nen tim hieu them ve cach lam Brand cua Unilever thi cac nhan xet vabinh luan se chinh xac, sac sao va co gia tri hon. Con nhung nhan dinh tren ca nhan minhthay la hoan toan mang y nghia ca nhan, va khi chua lam cho U, hay chua nghe thay roviec dan U lam, thi dung voi noi chac chan!

1. U - khac voi P&G - la 1 corporate thuan tinh Consumer-Oriented.

2. Cach lam Brand cua ho (theo guideline BrandKey Vision trong Brand PlanningToolkit) la dau tien dua vao Consumer Insight, tu do generate ra nhung Brand Platform,sau do dua tren nhung Platform nay ma lam moi viec cho Brand: Innovation/Renovation,Communication, Activation, va Brand Stewardship.

12


13/29

3. Cach lam end-market truoc day (tha cho thi truong cuoi cung lam tu do theo guideline),gio duoc dan dan thay the bang centralized va globalized. The Gioi Vai la mot concept daduoc trien khai cuc ky thanh cong tai Chau Au (dac biet la Anh Quoc). Nen nho la Ukhong co cua chui vao tan cong thi truong Bac My - thanh dia cua P&G.

4. The Gioi Vai lan sang VN theo chi dao cua Head Quarter, vi do la Global Campaign.Co the no se khong thanh cong o VN, nhung no se dong vai tro vao viec tao ra 1 "One-look Unilever" - o tren toan cau ai cung thay 1 Unilever nhu the. Va da tham gia chientranh, cac ban muon thang tren 1 tran chien, hay thang ca cuoc chien?

5. Thien Than Huong (communicated theo loi Metaphor & Symbolic) da hoan thanh vaitro cua no trong viec differentiate Comfort voi cac doi thu canh tranh. Vay sau cac chieuthuc Metaphor & Symbolic trong xay dung Thuong hieu la gi? Se la Psychology &Lifestyle - tuc la sau khi da noi an du, noi bieu tuong xong - cac marketer cua U chuyensang danh vao tam ly va loi song cua NTD, nang cao su gan ket giua hinh anh Thuonghieu voi Tam ly va Loi song cua NTD. Chua biet Concept The Gioi Vai lam an nhu the

nao, nhung chac chan 1 dieu la khi concept nay da an sau vao Tam Ly, vao Loi Song cuaNTD, duoc ho nho, ho yeu thuong, va ho vua long (tuc la chiem ca cai Dau, Trai Tim &cai Bung cua NTD) roi thi con Brand nao co the tan cong vao nua? Neu co the, thi maimai chiem vi tri so 2.

Hy vong co the giup ich phan nao cho cac ban tu nhung ly luan tren.Hm nay mnh xin gii p v mt chin lc ca qung co Comfort, khng phi trnquan im Marketing cp 2(TVC). Trc khi c qung co Th gii Vi, th bc tranh cth nh sau:OMO v Viso (Unilever) chim th phn cao hn Tide (P&G); Downy (P&G) li chimth phn hn Comfort(Unilever)...Trc ht lm Marketing chin lc th phi nhn thy mt xu hng tt yu l sn phmnc x vi s ngy mt b thu hp, do tnh nng nc x vi c th tch hp vo trongbt git. V vy vic bo v th phn bt git l quan trng nht.P&G khng th i din trc tip vi Unilever khi b gng kim OMO v Viso xa lunchin, th l h phi mn ng, dng hnh nh ca Downy vc dy Tide, chnhl dng sn phm Tide hng Downy. Sn phm ny mun li dng th phn ln caDowny v tm l thch Downy cc b ni tr quay qua Tide, v c mi hng quenthuc.Cc tng ca Unilever thy con ng ch th i, l mn Downy ln mnh y Tide...Th l h tm cch xo i li chi .Chnh l y Comfort chn ngDowny, tip theo s chn ng Tide. Mc ch chnh pht trin TVC Comfort l bov OMO (cng nh Viso l bo v OMO). chnh l cch chi ca Unilever.V h chn Comfort vi tng tch ra khi tng trng lp vi Downy v tr em vmi hng chuyn sang cho gia nh v cht lng (ko sn vi) sau khi th trngxut hin tin nc x cng thm cng c... l mt bc chin lc ca h chnng bc tin ca mi hng Downy s e do OMO.Chia s vi cc bn! mi chnh l nhn theo cch Marketing Chin lc!

13


14/29

Theo kin ca ti ng theo gic marketing th cm tnh ch l 1 mt trong vic dolng hiu qu thi. Vn chng ta cn quan tm y l mc tiu lu di v i tngm chng trnh marketing nhm n. C th hiu nh sau:

1. Comfort ang nh hng dn theo 2 dng sn phm nhm m rng i tng tiu

dng ln v tng sc cnh trnh vi cc i th nh Downy2. Cng vi Comfort tung ra 1 sn phm mi l " X 1 ln " nhm to s khc bit vii th cnh tranh chnh " Downy m c hn 4 ln "3. Thc t l tm l ngi tiu dng khng cn thch nhng sn phm nhiu mihng liu => 1 sn phm nh vo mi hng ko thc s to sc cnh tranh do cc snphm thp cp p ng hon ton nhu cu 4. Comfort ang xy dng 1 cch nh tnh v cch cm nhn v sn phm Comfort => 1sn phm mang yu t tnh cm gia nh. Mt khc n c cm gic thc t hn khi 2 biutng Andy & Lili xut pht t vi

mnh cng ch bit cht t v "v" ny thi. trc 15/2 khp ng ph u dn bng rn

qung co v s kin ra i ca m ci gia i tnh nhn vi Andy v Lili. v ngy15/2 cng n vi mc qung co ng nh d nh trn HTV din ra m ci giaAndy v Lili. nhng ni tht mnh thy n bnh thng w lm mnh hi ht hn v i xem. c vi kin cho rng m ci ca Andy v Lili l "m ci d" v hnh nhca Andy V Lili w xu.... cho mnh hi mt t nha:c phi qung co ca th gii vi i vo mt phn khc th trng khc ko (th gii tnhyu)? ??? ???v bn ngh nh th no v mc thn thin gia 2 mu qung co thin thn hng vth gii vi?????? ??? :) thanks mi ngi nhiu!!!!!!

Hoc cc on phim Andy n Thnh Ph Vi ca Comfort khng ly c nhiuthin cm ca ngi tiu dng v Cc nhn vt khng ph hp v qu xu . Khong10-16% s ngi c hi a ra kin khng mun xem li qung co ln th haiv khong 5% by t nh khng mun s dng sn phm

m ci i tnh nhn viEm mi thm v mm mi lm sao... Ch r vut m c du v ni mt cch u ymtrong mt m ci nh m c truyn hnh trc tip trn truyn hnh cui tun vari (khng k hng nghn ln c pht trn cc chng trnh qung co ca tivi trc).

i con ri bng vi, hai nhn vt ca chin dch qung co nc x vi Comfort kotheo chng hot ng ca nhiu ngi tht, khng phi ri, bao gm din vin, ca s,ngi mu, nh thit k thi trang, cc cp tnh nhn tht v khng tht..., tt c u lmtong ln ci s mm v mt; mm v mt ca vi - tt nhin, Comfort cn lm mmv mt c ci g khc ch?

14


15/29

Bn cht qung co Comfort th gii vi l mt chin lc, tc Marketing cp 3 nhngcc bn c phn tch trn nn tng ca Marketing cp 2 s khng bao gi nm trn vnc ngha su xa pha sau.Thc t 1 iu l h khng h ni vic discontinue Thin Thn Vi c. Vn ch l htng thm i tng cho sn phm v thng hiu mi. Ngoi ra n c tnh gn gi, thc

t v lng mn hn. Mt khc trong hat ng marketing i khi ch nhm c vo mtphn khc i tng no thi => Theo ti hiu l nhm vo gii tr nng ng ( hkt hp vi 1 s i trong lng Showbiz nh H Hoi Anh - Lu Hng Giang, Vchng Hong Bch v..v.. )Theo nh ti cm gic bn rt thch Thin Thn Vi nn v cm tnh c v kh chp nhnc thay i ny th phi. Nn nh cm tnh ch l 1 trong rt yu t thc hin ccchng trnh Marketing v i khi phi chp nhn mt 1 vi yu t.mnh cng ch bit cht t v "v" ny thi. trc 15/2 khp ng ph u dn bng rnqung co v s kin ra i ca m ci gia i tnh nhn vi Andy v Lili. v ngy15/2 cng n vi mc qung co ng nh d nh trn HTV din ra m ci giaAndy v Lili. nhng ni tht mnh thy n bnh thng w lm mnh hi ht hn v

i xem. c vi kin cho rng m ci ca Andy v Lili l "m ci d" v hnh nhca Andy V Lili w xu.... cho mnh hi mt t nha:c phi qung co ca th gii vi i vo mt phn khc th trng khc ko (th gii tnh

yu)?v bn ngh nh th no v mc thn thin gia 2 mu qung co thin thn hng v

th gii vi? ?? thanks mi ngi nhiu!!!!!!Ti ngh c l bn nn tm tt s qua v Comfort mi ngi bit r hn.Ti th cng khng theo di st lm v nhn hng ny, ti ch on nu khng c vn e doa tim n, ngi ta khng d thay i nhanh vy u.

- C th hng khng phi l mt li th c trng bn vng ca Comfort so vii th cnhtranh? Hay mi hng c trng ca Comfort b copy v khchhng khng cn nhn ra cht lng vt tri ca Comfort so vi sn phm nhimi kia na? Hoc c sn phm no c hng tt hn, hp dn hnComfort chng (hng l yu t rt d nhi)?

y l phn review v execution ca campaign, cn by gi l phn review v quality cachin dch ny (di gc c nhn, khng mang tnh ch trch): teaser kh thnhcng khi to c mt tm l t m v ch i chuyn g s xy ra vi cp tnh nhn viny. Tuy nhin, TVC chnh under expectation ca mnh (v c l ca kh nhiungi). Khng ph nhn l TVC mentioned c kh nhiu consumer insights (si vikh, th vi cng, bng vi x ln), nhng cuc hnh trnh i vo th gii vi vi 2 nhn

vt dn chuyn l Andy v Lilly th cn c mt vi iu g khng n. V d nh storylines ca TVC chnh nht nho qu, computer graphic v 2 nhn vt trng tht k qui,MC vi ci micro ma nh in ng vai tr g trong ci TVC vn qu nhiu nhn vtx qun chung quanh c du v ch r? Ngi ngm li, thy vn l typical UnileverTVC ch c 30 second m ci g cng mun nht vo, key messages g cng mun deliverti ng tiu dng Mnh y ngi cng c ln m xem, m nghe m con khng hiu htnh ht nhng g Comfort mun truyn ti, th lm sao 1 ng tiu dng bnh thng (hngngy nhn hng t thng ip QC) c th tiu ha ni ci TVC ca Comfort nh?

15


16/29

(Marketers ca U chc li qun KISS principle ri, bc Loic nh mnh chc phi quayli VN thi)

Tuy nhin, brand core ca Comfort vn cn thp thang lc n lc hin trong TVC ny

Tm li, mnh vn thch character Thin thn hng hn l 2 nhn vt gi Sherk ny.Nu Comfort c nh dng character add vo brand values sets ca mnh v dngcho communication th chc Comfort cn phi xem xt li. V cui cng, khng hiumy b ni tr VN s phn ng nh th no khi xem TVC nh? rural woman vn tip tcmua comfort, v urban/modern woman th vn tip tc vi Downy? hay l modernwoman coi ci ny xong chy i mua ngay Comfort? thng tin ny chc hi sau s r (tobe continued)

Mi y, Unilever Vit cng tung ra mt chiu mi khi k cu chuyn i tnhnhn vi Lyly v Andy. Hn khng t ngi trong chng ta rt t m mun bit v sao

m ci ca i tnh nhn vi li c truyn hnh trc tip trn HTV7 sau khi xemqung co c lng khung honh trng ti cc trm xe but, treo trang trng trn ccbng rnvi ni dung "n ch m ci ca i tnh nhn vi - Xem trn HTV7 lc20h ngy 15/01/2007". Ri cu chuyn ca i tnh nhn vi cn c o din khcng phu vi cc chng trnh ca nhc, giao lu vi cc cp tnh nhn ca s, ngi mu,o dinthnh danh ti Vit Nam. Mc d c khng t ngi ch hnh thc ca itnh nhn vi, tuy nhin, khng th khng tha nhn rng, Unilever Vit Nam rtsng to trong tng, trong cch thc hin cc chin lc qung b sn phm ca mnh.

Co le moi nguoi nen tim hieu them ve cach lam Brand cua Unilever thi cac nhan xet vabinh luan se chinh xac, sac sao va co gia tri hon. Con nhung nhan dinh tren ca nhan minh

thay la hoan toan mang y nghia ca nhan, va khi chua lam cho U, hay chua nghe thay roviec dan U lam, thi dung voi noi chac chan!

1. U - khac voi P&G - la 1 corporate thuan tinh Consumer-Oriented.

2. Cach lam Brand cua ho (theo guideline BrandKey Vision trong Brand PlanningToolkit) la dau tien dua vao Consumer Insight, tu do generate ra nhung Brand Platform,sau do dua tren nhung Platform nay ma lam moi viec cho Brand: Innovation/Renovation,Communication, Activation, va Brand Stewardship.

3. Cach lam end-market truoc day (tha cho thi truong cuoi cung lam tu do theo guideline),gio duoc dan dan thay the bang centralized va globalized. The Gioi Vai la mot concept daduoc trien khai cuc ky thanh cong tai Chau Au (dac biet la Anh Quoc). Nen nho la Ukhong co cua chui vao tan cong thi truong Bac My - thanh dia cua P&G.

4. The Gioi Vai lan sang VN theo chi dao cua Head Quarter, vi do la Global Campaign.Co the no se khong thanh cong o VN, nhung no se dong vai tro vao viec tao ra 1 "One-look Unilever" - o tren toan cau ai cung thay 1 Unilever nhu the. Va da tham gia chientranh, cac ban muon thang tren 1 tran chien, hay thang ca cuoc chien?

16


17/29

5. Thien Than Huong (communicated theo loi Metaphor & Symbolic) da hoan thanh vaitro cua no trong viec differentiate Comfort voi cac doi thu canh tranh. Vay sau cac chieuthuc Metaphor & Symbolic trong xay dung Thuong hieu la gi? Se la Psychology &Lifestyle - tuc la sau khi da noi an du, noi bieu tuong xong - cac marketer cua U chuyen

sang danh vao tam ly va loi song cua NTD, nang cao su gan ket giua hinh anh Thuonghieu voi Tam ly va Loi song cua NTD. Chua biet Concept The Gioi Vai lam an nhu thenao, nhung chac chan 1 dieu la khi concept nay da an sau vao Tam Ly, vao Loi Song cuaNTD, duoc ho nho, ho yeu thuong, va ho vua long (tuc la chiem ca cai Dau, Trai Tim &cai Bung cua NTD) roi thi con Brand nao co the tan cong vao nua? Neu co the, thi maimai chiem vi tri so 2.

Hy vong co the giup ich phan nao cho cac ban tu nhung ly luan tren..

Trong thi gian hat ng ti Vit Nam, bn cnh chnh sch pht trin ngun nhn lc,Unilever lun i u vi nhiu hot ng nhn o v pht trin cng ng. thc y

v vai tr ca mnh trong vic pht trin x hi Vit Nam, cng ty chi khng t chocc cam kt nhn o, ch yu tp trung vo cc lnh vc y t, gio dc, xa i gimngho v phng chng thin tai nh chng trnh P/S bo v n ci Vit Nam,chng trnh Lifeboy phng chng bnh phong hay chng trnh Vim din n vsinh gia nh, phng dch, v.v

K tc bc ng pht trin thn tc ca hm qua, k vng ca Unilever Vit Nam ngy mai l: Hon thin nhu cu sc khe v v p ca mi gia nh Vit Nam, xydng mt doanh nghip ton din, thnh t v uy tn, hot ng sn xut hiu qu, todng nhiu li ch thit thc cho ngi tiu dng, nhn vin, i tc v c ng, pht huytrch nhim x hi ng gp tch cc cho cc hot ng pht trin cng ng.

Vi chin lc Marketing trn, cng ty Unilever chim c cm tnh ca i a sngi tiu dng Vit Nam trong gn mt thp nin qua. Trong tng lai, Unilever s chora i nhiu sn phm mi l v c o hn vi hy vng vn l ngi bn ng hnh,thn thit trong sinh hot ca mi nh.

Uyn chuyn trong tng bc nhy th v, linh hot trong cc tr chi vn ng mi l,c hi giao lu vi cc ngh s Vit Nam ni ting v quan trng hn c - tn hng mtm hnh phc trn vn cng vi cc thnh vin trong gia nh bn trong mt khng khtrn ngp m nhc ..., l nhng g m s kin " Hy r b v th cng vi comfort"

100 v mi c bit ch cho 100 gia nh ng k tham gia sm nht v th hin s uynchuyn nht.

y l c hi cho cc thnh vin trong gia nh c xut hin trn cc knh truyn hnhln nh HTV, VTV,...th hin s uyn chuyn ca mnh di s hng dn ca ca s HAnh Tun v oan Trang, cng nhng v s ni ting v y kinh nghim khc.

Nhiu qu tng bt ng ang ch gia nh bn

17


18/29


19/29

vt bn, khi dy thc trong cc ng b b m v vic cho con ci mnh t donghch d hc hi. H tm cch lm cho ngi dn quan tm n vn ny v cngem ra bn lun trn bo (thc cht vn c a ra mc kin c gi li l nhngbi vit ca dn PR di nhng tn ngi gi khc nhau).

Khi d lun nng ln vi ti : S cho con ci lm g trong ma h ny- vui chi hayhc th Omo tung ra event Ngy hi nhng chic ti ti nng ti cng vin L VnTm. Th l chng trnh thnh cng tt p do h bit cch to xu hng bnhlun ca ngi dn truyn i thng ip bn khng cn s con ci nghch d v cOmo ty bay mi vt bn ri .

Tip l nhng chng trnh phng vn trc tuyn vi cc chuyn gia, cc bi vit v ti nui dng lng nhn i, cm thng chia s tr nhnhng m ngi trong nghc vo th nh hi c ngay l c mi PR ri.

Mc tiu ca vic to d lun ny l h tr cho chng trnh OMO o trng- ngi

sng tng lai ang c pht ng rm r cng thi im. Sau mi s kin c Omot chc u c gii truyn thng n nc r nhau a tin chng t quan h truyn thngca Unilever v cng hiu qu.

Omo nhanh chng c xp hng l thng hiu ni ting nht trong nghnh ha mphm.

Lch s sang trang?

C th ni Omo thnh cng khi t nh v trn mt tm mi, hay ni vui l t thi kth s bc vo thi k hin i. Trong khi , i th ca h l Tide vn cn tmnh v v nng lc ty trng, tc gii thiu tnh nng sn phm.

Chng ta c th thy r chin lc bnh m sandwich ca Unilever vn tip tc cduy tr vi hai lt bnh m l Omo v Viso, cn Tide l ming tht ngui nm gia. KhiOmo cn nh v l trng sch th Viso c hiu nh mt loi bt git r tin dnh chongi tiu dng bnh dn.

Cn khi Omo tin n mt tm nh v cao hn nh by gi th ta d dng nhn thyViso cng c nng cp vi dng sn phm Viso trng sng, c tnh c nh v ltrng sng nhm cn vo th phn ca Tide.

Bn cnh vn tip tc duy tr dng sn phm cp thp Viso chanh. Trong khi ith Tide ca h t ra kh thn trng v bo th (m hnh nh y l c tnh ca P&G thphi) trc chin lc marketing linh hot ca hai nhn hng kia. Bng chng l h vnung dung rung i thng thc TVC theo m tp c rchngc nhin cha?.

Tuy vy, chin lc nng cp hnh nh ca Viso c th khng e do lm n Tide theonh tnh ton ca Unilever, nu khng c s dng cn thn cn c nguy c s i chchmc tiu ny c pht huy hiu qu nh h mong mun. Thay v p sn Tide, Viso li ln

19


20/29

vo th phn ca OMO. Hn na cht lng ca Viso liu c th sc vi Tide haykhng, cng l iu cn xem li.

Song ni g th ni, ci g cng c u im v hn ch ca n, m ca ra n gi vo thrui mui cng theo vo l iu khng trnh khi. Chng ta hy ch i xem liu chin

thut bnh m sandwich ca h c pht huy hiu qu nh h mong mun hay khng.Ni thnh cng khng th khng cp n hn ch.

Bn cnh nhng thng li t c, dng nh Omo cng c mt vi bc i hi b ht chn. Tiu biu l event gn y nht ca dng Omo ty an ton vi vic git schchic o ngn tay khng l trn sn vn ng Qun khu 7. y l mt chng trnhhonh trng rt tt km nhng li c d lun nh gi khng cao my.

u cng l bi hc cho Unilever v cho c chng ta, l phi cn nhc tht k yu tvn ho khi t chc mt hot ng marketing, hy ngh theo np ngh ca ngi Vit.Ngi Vit theo truyn thng ca ngi ng a s khng thch nhng g git gn phi

thc t nn vic may chic o l mt s xa x khng cn thit.Rt may Unilever cha chy kp thi bng vic ct chic o ra lm nhiu mnh may o tng tr em ngho nn t cu mnh mt bn thua trng thy. C l chngtrnh ny c t chc mt nc phng Ty no th s rt thnh cng nhng VitNam khi vn cn tn ti cch nhn nhn, nh gi kh cht ch v bo th trong d lunth r rng vic t chc event ny l mt iu cha hon ton ph hp.

Nhn chung qung ng nh v theo hng mi ca Omo vn cha di song nhngg h lm c ng coi l thnh cng. Thnh cng trong vic m cho mnh mt li iring trn th trng Vit Nam, thnh cng trong vic nng cao gi tr thng hiu camt sn phm thuc hng tiu dng thit yu. Sau ny rt c th nhng i th cnh tranhs theo bc chn nh v ca h, song Omo c li th l ngi tin phong trn thtrng, m ci g u tin thng li n tng lu phai trong tm tr khch hng.

Thanks BNH BO (su tm: http://banhbeo.wordpress.com)Unilever: Bn ng hnh ca Qu TLV Lao ngLao ng s 12 Ngy 15/01/2009 Cp nht: 8:43 AM, 15/01/2009

(L) - Ngy 14.1, ti TPHCM, Qu Unilever Vit Nam (UVF) chnh thc cng b, traoti tr cho 25 d n "V sinh v sc khe cng ng nm 2008" vi tng gi tr ti tr5,1075 t ng, thc hin trong nm 2009.

y l mt s kin c bit ngha i vi UVF v nhng n v, lng qu, ngi dnc hng li t ti tr ca UVF. Bi, l trao ti tr din ra trong nim vui Unilever knim trn 5 nm thnh lp ti VN. Qu Tm lng vng Lao ng (TLV) - a ch mUVF lun st cnh, h tr (gn 2 t ng) cng lm vic thin - gp li chia vui cngUVF.

20
http://banhbeo.wordpress.com/http://banhbeo.wordpress.com/


21/29

"Gn kt vi pht trin cng ng" l khu hiu hnh ng ca Qu Unilever ngay t khira i. Ngy y, UVF vi mong mun bng nhng vic lm thit thc v bn vng ithay tch cc cho ngi dn cn chu nhiu thit thi, nht l vi ph n, tr em, ngidn vng su, vng xa, nn bc vo hnh trnh lm iu thin.

Quan nim ca lnh o UVF l "lm iu thin kinh doanh tt mi ni", v th, 5nm l khong thi gian khng di, UVF dnh 200 t ng u t cho hng lot d n,chng trnh, to nn nhng thay i tch cc trong cng ng c dn, khong 5 triungi dn VN c hng li t cc hot ng ca UVF.

T nm 2007, UVF cam kt mi nm u t 70 t ng cho cc hot ng x hi cngng. Hai nm 2007 - 2008, UVF ti tr cho 20 d n, gi tr ti tr 3,44 t ng. 5,1075t ng ti tr 25 d n (gm: 6 d n nhm VS c nhn v SKC, 8 d n nhm mitrng nc sch, 11 d n nhm gio dc tuyn truyn v VS v SKC) ca nm 2008 nh du s gia tng t bin cc ng k xin ti tr ca UVF vi con s 125 d n(gp 2 ln nm 2007) v cng l nm u tin c nhiu d n c chn. Cc hot ng

ca UVF c ng o ngi dn quan tm, v ng gp phn ln gii quyt khkhn ca ngi dn nng thn vng su, vng xa.

Ti l trao ti tr, ng Marijn Van Tiggelen - Ch tch Unilever VN kim Ch tch UVF -ni rng: "...Thng qua cc d n xin ti tr, chng ti nhn thy rt r tnh nhn vn,tinh thn chia s cng ng, mi ngi ch ng tm kim nhng gii php thit thc,hu ch nhm khc phc kh khn. y cng chnh l ng lc khin chng ti tch cctm kim v h tr cc d n v hot ng x hi".

Qu TLV Lao ng l 1 trong 25 n v c nhn ti tr vi d n xy dng "H thngcung cp nc sch sinh hot lng tr m ci H Tnh". Khon ti tr hn 300 triung ny nhm cung cp nc sinh hot v ci thin mi trng sng cho 350 tr em mci, hon cnh kh khn, khuyt tt, nhim cht c da cam v.v... v hn 70 CBCNV,gio vin chm sc, nui dng cc em b thit thi. y khng phi l d n u tinm UVF gip Qu TLV.

Trong hnh trnh hot ng, UVF lun chn Qu TLV lm mt a ch tin cy cngnhau hot ng v trng thnh. Cc d n: Thit b trng hc cho Trng Mm noncng trnh thu in Sn La, Trm x x Mng Bon cha bnh cho ngi dn ti nhc (Sn La), Trm y t bn Chu Va (x Sn Bnh, huyn Tam ng, Lai Chu), hn6000 gi qu (tr gi 580 triu ng) gip tn tay 6.000 h gia nh vng thit hi bolt nm 2008 ti Yn Bi, Lo Cai, H Tnh v Qung Bnh v.v... Hng ngn sut qu tt(cc nhu yu phm cn thit) c UVF cng Qu TLV a n ngi lao ng.

Hng ng chng trnh "Gp Tt cho CNVC lao ng ngho" nm 2009, Unilever ng h thng qua Qu TLV hn 300 sut qu. Cc phn qu ca UVF c Qu TLVy nhim cc LL a phng t chc thm hi v tng sut qu d khim nhng,nhng m tnh ngi.

Du n ca Unilever v UVF trong hot ng ca Qu TLV c khp mi ni. Trn hnh

21


22/29

trnh , Unilever tht s tr thnh cu tinh cho CNL ngho v lun l ngi bnng hnh thy chung ca Qu TLV Lao ng.

Unilever VN: Hng v cng ng

02:13' PM - Th hai, 15/11/2004

Unilever VN va thay i biu trng. Cng vn l mt ch U,nhng trong c c mt bu tri rc r, n ci, chim htv hoa n - nh mong mun v quyt tm ca Unilever VN mang ti cht lng cucsng tt p ti cng ng.

ng Michael P. Dallemagne - Ch tch Tp on Unilever ti VN v l Ch tch Qu Unilever VNcho hay: Unilever mong mun c chia s nhng iu tt p nht vi cng ng ni Cty hotng. Ngay t khi bt u hot ng ti VN vo nm 1995, cng vi vic ch trng pht trin snxut, kinh doanh, Unilever VN lun thc rng: trch nhim ng gp cho s pht trin ca cngng gn lin vi s pht trin lu di, gp phn ci thin i sng ca ngi dn, pht huy tinhthn tng thn tng i ca dn tc VN.Tnh n nay, vi s h tr ca cc c quan chcnng, Unilever VN ng gp hn 200 t ng cho hng lot cc d n h tr cng ng tridi trn phm vi ton quc, trong c nhiu d n tiu biu nh: Chm sc sc kho cngng, Unilever VN ti tr 1,5 t ng cho Chng trnh "V nh mt tr th" giai on 2002-2005, nhm gip tr em cc gia nh ngho c cha bnh, m mt min ph; Chng trnh dihn "P/S bo v n ci VN" gip cho 1,5 triu ngi khm cha rng min ph. Vi lnh vcgio dc v o to ngh, Unilever VN ti tr trn 7, 5 t ng cho d n "Nng cao nng lcgio vin dy ngh ton quc giai on 2001-2005". Ngoi ra, Unilever VN cn h tr gn 2 t

ng cho d n Xy dng Trung tm dy ngh cho ngi tn tt v tr m ci ti TP HCM; OMOo trng ngi sng tng lai quyn gp o trng v tng hc bng khuyn hc cho cc hc sinh,sinh vin ngho; dnh hn 5 t ng Xy mi trng khim th Nguyn nh Chiu ( Nng).Unilever sa cha nng cp ton b c s h tng ca Lng Hi vng - mi nh yn m ca200 tr em m ci, khuyt tt. Gp phn bo v mi trng: Unilever ti tr chng trnh T hoH Long vi kinh ph 400 triu ng. Chia s v gip nhm gp phn xo i gim ngho,Unilever sa cha nng cp ton b c s h tng ca Lng Hi vng - mi nh ynm ca 200 tr em m ci, khuyt tt... Ngoi ra, Unilever cn tr cp hng thng chocc B m VN anh hng, thng binh c hon cnh kh khn, tr em m ci...

Unilever VN cn hng ti mt mc tiu na l cng cng ng DN pht trin, gpphn vo s phn thnh ca VN. Thc hin mc tiu ny, Unilever tham gia tch ccv h tr cho 2 hi tho ku gi u t nc ngoi vo VN do B KH-T t chc ti HNi v Singapore. Trong 10 nm qua, Unilever VN pht trin c nhiu mi lin ktv hp tc cht ch vi cc DN, a phng, h tr c v ti chnh v cng ngh, gipcc i tc n nh v m rng sn xut, to thm vic lm cho 5.500 lao ng. Cc nhmy ca Unilever VN hin ang s dng khong 60% nguyn vt liu v 100% bao bsn xut trong nc. Tng doanh s giao dch vi Unilever VN ca cc i tc trongnc l 34 triu USD mi nm.

22
http://chungkhoan247.vn/PortletBlank.aspx/08A06C421DC447C484CC888D21762735/View/Hoatdong_doanhnghiep/Unilever_VN-Huong_ve_cong_dong/?print=261361325


23/29

Th hin phng chm hng ti cng ng, mi y, Tp on Unilever ti VN chnh thc cng b ra mt Qu Unilever VN. y s l chng trnh kt ni mi hotng x hi v cng ng ca cc DN c vn u t ca Unilever VN vi phng chm"Chung sc v tng lai". Bng vic ra i ca Qu Unilever VN, mt ln na UnileverVN li b sung vo chui hot ng h tr ca mnh mt bng chng sinh ng v mt

"tri tim" lun hng ti cng ng. lu lm oi khng c xem truyn hnh nn cng khng bit Rexona (sn phm caUnilever ) c nhng qung co no c o hay khng [:4:]. Trc th ton thy my ciTVC (qung co trn truyn hnh m, gi zi cho pro cht T_T) c my ch din vin ginch ln l bt y nh rng qung co Rexona

qung co cho sn phm ca mnh, rexona tp trung ti i tng sinh vin. U nghrng sinh vin l nhng ngi tha sng to, thch khng nh mnh, nhiu tham vngv....d b d. [:1:] Nhng m cng chng sao, i bn cng c li m....[:5:]

Nh khng nhm th chin dch u tin qung b Rexona l chin dch "Bn TayDuyn S" (nm 2007). Lc U c t chc gp mt chia s kinh nghim lm mar visinh vin mt s trng H c chuyn ngnh mar, trong c trng Kinh T mnh. Lc mnh mi nm 2, l ng vo hi trng A c "ng ln" chia s kinh nghim.Nghe 1 hi cui cng mi cht tnh " th ra l ang PR cho rexona" . Nhng PR hiqu ng nn cui cng b ht hng, 1 marketer mi hi "Trong Hi Trng c bao nhiubn nghe ti ci tn rexona hay ang xi rexona ?", lic quanh mt hi th thy c 1anh trai v 1 ch gi mnh dn ng ln [:1:].

Do khng c "ni gin" trong U nn khng r kt qu ca chin dch nh th no. Cnv kin ch quan th mnh xin c phn tch cui cng.

Chin dch th 2 l "Th Thch 1 Bn Cnh". Chc cng c kh nhu bn bit v s kinny. Vn l nhm ti i tng sinh vin, U tip tc sinh vin tha sc sng to bngcc clip qung co ca mnh. Ci hay y l c gii bnh chn, khng ni th ai cngbit, trong cuc thi ny Blog, Y!M, 4rum, clip.vn, youtube... c cc i tn dng tia. Trn blog, 4rum, Y!M s trn y cc comment nh "hy bnh chn cho chng ti","help me"....v tnh cc site ang qung co cho rexona. [:4:].( Ngay gi ny ti cngang v tnh qung co cho rexona n [:24:])

ng thi ngay thi im U c pht min ph sn phm Rexona cho cc bn sinh vin.Cng ch l bao i vi mt ng ln nh ...[:10:]. Lc nhn c qu tng, ti nh chm

thm ci na ( em ly cho b [:21:] ) nhng k hoch tht bi....hix hix...Hi phn cmvi dng ch qung co "Bn c bit con ngi l loi ng vt thi nhiu m hi nhtkhi hot ng".

V sp ti ng ln li c mt bui gp mt chia s kinh nghim vi cc bn sinh vintrng mnh. ( http://ueh.vn/for@um/showthread.php?t=4776 )Mc ch chnh c l vn l PR cho rexona, cc bn c gng i y nha

23
http://ueh.vn/for@um/showthread.php?t=4776http://ueh.vn/for@um/showthread.php?t=4776


24/29

V cui cng, nh ha ti s cng cc bn phn tch v tnh hiu qu ca 1 chui skin trn. C l mc ch chnh ca Rexona cha phi l tng doanh s m l "gio dchnh vi khch hng"...bn ngh g v cu ni ca ti ???

Mnh s cng cc bn phn tch nhaNgy 27/4 ti H Ni, Unilever Vit Nam long trng t chc L n nhn Hun chng Laong hng Nh v L k nim 10 nm hot ng ti Vit Nam. Tham d bui l c i din cc vlnh o ng v Nh nc, cc b ngnh T v a phng, cc i tc ca Unilever cng idin cc c quan thng tn bo ch. V pha Unilever c s tham d ca Ph Ch tch Unileverchu , i din cc nh lnh o Unilever n t nhiu nc trong khu vc v trn th giicng ton th CBCNV Unilever Vit Nam

Khi ng d n H tr ph n ngho lp nghip

(Dn tr) - Ngy 29/7, Qu Unilever Vit Nam t chc L khi ng th im d nH tr ph n ngho lp nghip. D n c s vn cam kt ti tr l 13,35 t ng/nmv c tin hnh th im trong nm u tin ti H Ni v Hi Phng vi s tham giaca 27 hi vin.D n c s vn cam kt ti tr l 13,35 t ng/nm v c tin hnh th im trongnm u tin ti H Ni v Hi Phng vi s tham gia ca 27 hi vin.

D n H tr ph n ngho lp nghip l mt trong nhng hot ng nhm trin khaiChng trnh hp tc di hn gia Qu Unilever Vit Nam v Hi lin hip ph n VitNam Nng cao quyn nng cho ph n thng qua pht trin kinh doanh v gio dcsc khe.

Trong , tp on Unilever Vit Nam thng qua Qu Unilever Vit Nam v cc nhnhng s c bit ch trng ti vic cho vay vn nh cho cc ph n ngho nhm gip tocng n vic lm, tng thu nhp cho ch em ph n, ng thi kt hp tng cng giodc cho ch em v sc khe c nhn v cng ng. Sau thi gian th im, d n s ctrin khai thc hin rng khp trn ton quc.

i tng hng li ca d n th im H tr ph n ngho lp nghip l cc hi vinph n c hon cnh gia nh kh khn, cha c vic lm n nh, c nhu cu kinh doanhto thu nhp do Hi lin hip ph n Vit Nam la chn v gii thiu.

Theo hot ng ca d n, cc hi vin n s c trang b phng tin lm vic minph, c tham gia cc kha o to pht trin k nng kinh doanh v tip th c th tmnh bn hng mt cch hiu qu. ng thi, cc hi vin s c cung cp thng tin vth trng, hng dn v khu vc bn hng v h tr k hoch lm vic gip pht trin,m rng hot ng kinh doanh ca mnh.

Cc hi vin tham gia cng s c nhn mt khon thu nhp c nh gip ci thincuc sng ngoi s li nhun c th thu c qua bn hng.

24


25/29


26/29

Unilever Vit Nam c xem l mt trong nhng cng ty c vn u tnc ngoi thnh cng nht trong cc hot ng kinh doanh v h tr cngng. T nm 1995 n nm 2005, Unilever Vit Nam ng gp vo ngnsch quc gia hn 2.400 t ng. Cng ty hin c i ng nhn vin gm 3.000lao ng trc tip v gin tip, v gin tip to vic lm cho khong 6.000ngi thng qua cc nh cung cp v cc i l. Thng 4/2000, Unilever Vit

Nam vinh d nhn bng khen ca Th tng chnh ph v nhng thnh tchxut sc trong hot ng kinh doanh v ng gp cho x hi qua cc d n htr & chm sc sc khe cng ng cng nh gio dc. Cng ty vinh d cCh tch nc trao tng Hun chng lao ng Hng Ba (2002) v Hunchng lao ng Hng Nh (2005) v nhng thnh tch xut sc trong hotng kinh doanh v nhng ng gp v s pht trin ca Vit Nam.

y l chng trnh c nhn hng Comfort khi xng t thng 10/2005. Thng quachng trnh ny, Qu t thin Thin Thn Hng c hnh thnh.

Vi mi sn phm Comfort c bn ra, 50 ng s c trch li ng gp vo Qu.Chnh ngi tiu dng l nhng ngi gp phn xy dng nn Qu ny v Thin ThnHng s i din cho ngi tiu dng Comfort mang nim vui n vi tr em km maymn.

Ti Trng nui dy tr khuyt tt huyn C Chi, nhn hng Comfort trao tng 17chic xe p v mt khon tin vi tng tr gi 150 triu ng t Qu t thin ThinThn Hng cho i din nh trng.

Khon tin ni trn s c nh trng s dng vo cc cng tc trang b cng tc thnh

hc, b sung cc lp hng nghip chuyn bit, nng cao cng tc hng dn thc hincuc sng cng ng cho khi chm pht trin, b sung dng dy hc phc v lpkhim thnh, chm pht trin v xe p s c trao tng cho nhng hc sinh xa trng.

Trong thi gian ti y, hc sinh ca trng s c tham gia cc lp hc vi cng c v dng mi hn, tt hn cc em d dng ha nhp vi cng ng.

Pht biu ti bui l trao tng, b Regina Malgouyres - Trng Qun l nhn hiu caocp, i din nhn hng Comfort, Cty Unilever Vit Nam - by t: Nhn hngComfort cng Thin Thn Hng cam kt lun gn kt nhng hot ng ca mnh vicng vic chia s nim vui v hnh phc ti mi ngi, mi gia nh Vit Nam. Chng

ti rt hn hnh ng gp phn mnh vo hot ng x hi quan trng v c ngha nynh cu tc ng Vit Nam L lnh m l rch.

P/S Bo v n ci Vit Nam - Chng trnh gio dc chm sc sc khe rng mingcho hc sinh Tiu hc, Mm non v cng ng u tin ti Vit Namdo Cty UnileverVit Nam phi hp vi B Y t, B Gio dc & o to c t chc ti trng tiuhc Hong Diu vi s tham d ca hn 1.000 hc sinh.

26
http://vatgia.com/hoidap/quicksearch.php?keyword=Vi%E1%BB%87t+Namhttp://vatgia.com/hoidap/quicksearch.php?keyword=Vi%E1%BB%87t+Namhttp://vatgia.com/hoidap/quicksearch.php?keyword=%C4%91%C3%A0o+t%E1%BA%A1ohttp://vatgia.com/hoidap/quicksearch.php?keyword=%C4%91%C3%A0o+t%E1%BA%A1ohttp://vatgia.com/hoidap/quicksearch.php?keyword=Vi%E1%BB%87t+Namhttp://vatgia.com/hoidap/quicksearch.php?keyword=%C4%91%C3%A0o+t%E1%BA%A1o


27/29

Vi mc tiu gip hc sinh v cng ng phng nga v chm sc sc khe rng ming,cc hot ng chnh s c tin hnh ti cc trng trn ton quc nh:

Gio dc, tp hun, cung cp cc ti liu hng dn chm sc sc khe rng ming; htr kem v bn chi nh rng mang nhn hiu P/S t tiu chun Quc t do Lin

on Nha khoa Quc t (FDI) khuyn dng;hp tc t chc khm, t vn v iu tr cc bnh rng ming c bn thng qua hot ngxe nha lu ng v t chc cc cuc thi tm hiu kin thc chm sc sc khe rngming cho cc em hc sinh khi tiu hc trn ton quc.

Bn cnh , cc thng ip gio dc v v sinh rng ming c th hin sinh ng quacc tr chi Em tp lm bc s hay v kch Rng xinh, rng xu cng vi cc hotng hng dn v thc hnh phng php chi rng ming l nhng im nhn tronghat ng gio dc ca chng trnh nhm thu ht s tham gia ca cc em hc sinh vtc ng tch cc n vic nng cao thc gi gn v sinh rng ming la tui hc

ng.Chng trnh P/S Bo V N Ci Vit Nam nm 2008 s thc hin cc hot nggio dc chm sc sc khe rng ming cho cc em hc sinh khi Tiu hc, Mm non vcng ng ti hn 54 tnh thnh trn ton quc bt u t hc k II nin hc 2007-2008v u hc k I nin hc 2008 2009.

Theo d kin, chng trnh s thc hin ti hn 1.000 trng Tiu hc v Mm non, giodc cho hn 1 triu em hc sinh, cp pht hn 1,2 triu ti liu gio c, gio dc cho hn1 triu em hc sinh, khm v iu tr cho hn 500 ngn hc sinh trn ton quc.

Ngoi ra, chng trnh cng s kt hp vi cc c quan on th trong cc hat nggio dc chm sc sc khe cng ng trong nhng thng h.

ng L Tin Thnh, Ph V Trng ph trch V Tiu Hc , B Gio Dc v o Topht biu: Chng ti rt hoan nghnh v sn sng hp tc cng nh h tr chngtrnh P/S Bo V N Ci Vit Nam c th n c vi tt c mi ngi nhm gimthiu ti a cc bnh rng ming ti Vit Nam. Chng ti tin tng rng chng trnh sl ngi bn ng hnh, gp sc vi B Gio Dc & o To vi mc tiu chm sc sckhe cng ng ngy cng tt hn .

Linh L

Cty Ho m phm P/S t t cho mnh s mnh trong kinh doanh l bo v n ciVit Nam. Trong qu 1 nm 2005, Cty ra k hoch nhm thc hin tt nht mctiu by lu nay vn theo ui.

Ti H Ni: T 23 - 26/2, P/S bo v n ci Vit nam s tin hnh t thm hi ccphng khm v iu tr nha khoa trn a bn thnh ph H Ni v khu vc ln cn nhH ng, H Ty.

27
http://vatgia.com/1097/ban-chai-danh-rang.htmlhttp://vatgia.com/2326/nhan-hieu.htmlhttp://vatgia.com/1097/ban-chai-danh-rang.htmlhttp://vatgia.com/2326/nhan-hieu.html


28/29

Mc ch ca hot ng ny l tip tc duy tr v pht trin mi quan h hp tc thin chgia cc phng nha v P/S bo v n ci Vit nam, cng cc phng nha tng cngcng tc tuyn truyn, gio dc chm sc sc khe rng ming ( GDCSSKRM) chongi dn v chc mng cc Nha s, cc phng nha nhn ngy Thy thuc Vit Nam.

y l nm th 4, P/S bo v n ci Vit Nam thc hin hot ng ny vi nh k 3thng/ ln.

Cng thi gian ny, trong 2 ngy 24 - 25/2, xe nha lu ng ca P/S bo v n ci VitNam s phi hp vi Khoa RHM bnh vin Bch Mai tin hnh t khm, t vn viu tr min ph cc bnh v rng ming cho 1.400 hc sinh trng Tiu hc KhngThng, ng a, H Ni.

y l 1 hot ng c trng ca P/S bo v n ci Vit Nam hn 6 nm qua trnphm vi ton quc . ng thi, t cng tc ny cng l bc 1 ca vic thc hin tinghin cu khoa hc v sc khe rng ming ca hc sinh ca Khoa RHM bnh vin

Bch mai vi s hp tc, h tr ca P/S bo v n ci Vit Nam.Ti Triu Phong (Qung Tr): T 9 -17/3, i xe nha lu ng ca P/S bo v n ciVit nam phi hp vi T chc tm nhn th gii - Wold Vision (ADP) ti Qung Tr tchc chng trnh khm, t vn v iu tr min ph cc bnh rng ming cho gn 7.000hc sinh thuc cc trng cp 1, cp 2 ca 7 x kh khn.

y l nm th 3, P/S bo v n ci Vit Nam hp tc vi T chc tm nhn th giichm sc sc khe rng ming cho hc sinh ca cc x kh khn thuc d n.

Ti Tha Thin - Hu: T 18 - 24/3, bnh vin RHM tnh Tha Thin - Hu, i xe nha

lu ng ca P/S bo v n ci Vit nam phi hp vi t chc Phu thut n ci -Operation Smile ( USA) thc hin chng trnh khm, iu tr cc bnh rng ming chokhong 1.600 tr ca Tnh Tha Thin - Hu.

y l mt trong cc hot ng hp tc thng nin ca P/S bo v n ci Vit Namv T chc Operation Smile t nm 2001.

Song song cng cc hot ng trn, P/S bo v n ci Vit nam vn tin hnh u ncc hot ng GDCSSKRM ti cc trng mm non Tiu hc, cc i tc ca chngtrnh.

Ln Ngc Khnh c chn lm i s nhn hiu (Brand Ambassador) cho P/S v l do trongs cc hoa hu Vit Nam th Ngc Khnh l ngi c n ci n tng nht. P/S launchcampain ny qung b cho nhn hng P/S link vi s kin T chc Operation Smile Vietnamku gi s gip i vi cc em nh b mc khuyt tt mi. Trong TVC air trn truyn hnh vcc hot ng qung b tch hp i km lc , P/S u tp trung vo vic lm sao ngi tiudng ghi nhn rng P/S lun mong mun gp phn mang li v nhn thy nhng n ci ptrn khun mt ca cc tr em Vit Nam. Cho nn bi ht trong TVC nhn mnh cu "Ci lnVit Nam i" l nh th (cu ny cng c th hiu tr em l tng lai ca t nc, mang li nci cho cc tr em hm nay cng l mang li n ci p cho VN sau ny). Theo mnh bit thl nh th. Mnh cng rt n tng vi campain ny ca P/S lc v ngha nhn vn ca n.

28


29/29

Vic gn kt nhn hiu vi cc hot ng mang tnh x hi v cng ng tr thnh mt trongnhng chiu Marketing ca Unilever t cho n by gi, in hnh l Omo vi cc campainvo cc dp Tt nh "Tt lm iu nay, vn may nhn khp" hay "Tt lm iu hay, chung tayn Tt". Trc th c Dutchlady vi campain "n chong chng" v gn y c Vinamilk vi"Hng triu ly sa cho tr em ngho"...

Vic ni kt thng hiu vi cc hot ng x hi (Cause Related Marketing) mang li hiu qurt ln trong vic nhn bit v tng s yu mn i vi nhn hiu t tng s trung thnh cakhch hng i vi thng hiu Vit Nam cng nh cc nc chu v c tnh emotional nhng quc gia ny cao hn hn khu vc chu u v chu M.

29

Documents

tieu luan PR