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PHN MU
1. L do la chn ti
2. Mc ch nghin cu
Thtrng bn l Vit Nam ngy cng pht trin mnh m, vn ln tr thnh mttrong by thtrng bn l sinh li nht th gii (hng nghin cu ton cu RNCOS nhgi). Vit Nam v ang trthnh im n l tng ca cc nh u t bn lncngoi to nn mi trng bn lsi ng vi nhiu c hi cho nhiu tiu dng tip cncc loi hng ho a dng, gi cnh tranh. Tuy nhin, iu ny cng gy nn p lckhng nh vi cc nh bn ltrong nc.
in hnh v s cnh tranh gia cc nh bn lnc
ngoi v trong nc l BigC v CoopMart. Big C lthng hiu ca tp on Casino, mt trong nhng tpon bn lhng u chu u vi hn 9.000 ca hng tiVit Nam, Thi Lan, Ac-hen-ti-na, U-ru-guay, V-n-zu-la, Bra-xin, C-lm-bi-a, n Dng, H Lan, Php,l h thng siu th ca Php v c Php a vo Vit
Nam chim lnh th trng bn l nc ta. Co.opMart l h thng siu th do Lin hip HTX thng miTP.HCM thnh lp vi 100% vn l do cc x vin ng gp nn. V th , c th ni
Co.op Mart l h thng siu th ca Vit Nam 100%. BigC v CoopMart c xem l hainh bn lhng u ti Vit Nam hin nay. Hai nh bnl ny c nhiu c im khc nhau vc sh tng,nh v phn khc th trng, c im hng ho snphm v dch v khch hng. Trong , phng thcchiu thc xem l mt trong cc yu t quan trngnh hng n tm l tiu dng ca ngi mua. C thgi hng ho BigC thp hn nhiu so vi CoopMartnhng vn rt ng ngi n CoopMart mua sm, hay
c th h thng phn phi ca CoopMart ph khp nhng nhiu ngi vn n BigC tiu dng. nh hng ca hai yu t gi v h thng phn phi n hnh vi tiu dng cakhch hng l qu r rng. Cn yu t chiu th, c im v mc nh hng ca nn ngi tiu dng Vit Nam nh th no l mt iu cn xem xt. Bi phn tch nhmmc ch tm hiu phng thc chiu th ca hai nh bn lhng u BigC v CoopMart,nh gi tm quan trng ca n vi hnh vi tiu dng, t so snh hiu quphng
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Chng 1: C SL LUN
4P trong marketing (hay cn gi l Marketing mix hoc marketing hn hp) l tp hp
cc cng c tip th bao gm: sn phm (Product), gi c (Price), phn phi
(Distribution), xc tin (Promotion). Chin lc marketing mix c doanh nghip s
dng t c trng tm tip th trong th trng mc tiu.
Trong ti ny, nhm chng ti ch i su vo phn tch cng c Promotion trong m
hnh 4P ca marketing.1. Khi nim
Theo hip hi marketing Hoa K, Xc tin hn hp l s kt hp nhiu k thut truyn
thng (communication techniques) nh qung co, bn hng c nhn, quan h cng
chng v xc tin bn hng nhm t nhng mc tiu c th.
MarketingMix
Thtrng mctiu
Sn phm (P1)
- Cht lng- Hnh dng- c im- Nhn hiu- Bao b- Kch c- Dch v
Gi c (P2)
- Cc mc gi- Gim gi- Chit khu- Thanh ton
- Tn dng
Phn phi (P3)
- Loi knh- Trung gian- Phn loi- Sp xp- D tr- Vn chuyn
Xc tin (P4)
- Qung co- Khuyn mi- Quan h cng chng- Bn hng c nhn
- Marketing trc tip
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Xc tin hn hp bao gm nhiu hot ng:
Qung co (Advertising)
Khuyn mi (Sales promotion)
Quan h cng chng (Public Relations) Bn hng c nhn (Personal selling)
Marketing trc tip (Direct marketing)
2. Cc chin lc xc tin v h tr kinh doanh
2.1. Chin lc y (Push strategy)
Chin lc ny tc ng n trung gian phn phi nhm y nhanh tc tiu th hng
ha
Cng c: qung co, ti tr lc lng bn hng, ti tr qung co ti im bn hng, hingh bn hng, hi ch trin lm, gim gi, ...
4.2.2. Chin lc ko (Pull strategy)
Chin lc ny tc ng n ngi tiu th cui cng nhm gia tang khi lng hng hatiu th.
Cng c: qung co, quan h cng chng, xc tin bn hng, gim gi, ...
3. Cc cng c xc tin
3.1. Qung co
Qung co l bt k hnh thc gii thiu v xc tin gin tip hng ha dch v hoc
tng m ngi ta phi tr tin c nhn bit.
Cc quyt nh trong qung co:
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Mc tiu, nhim v ca qung co (Mission)
Ngn sch qung co (Money)
Thng ip qung co (Message)
Phng tin qung co (Media) nh gi o lng hiu qu qung co (Measurement)
3.2. Bn hng c nhn (Personal Selling)
Bn hng c nhn l hnh thc xc tin trc tip trong nhn vin bn hng tp trung n
lc vo vic thuyt phc khch hng mua sn phm
Quy trnh bn hng c nhn:
Bc 1: iu tra v nh gi
Bc 2: Chu b
Bc 3: Tip cn khch hng
Bc 4: Trnh by v gii thiu
Bc 5: X l cc kin phn i
Bc 6: Kt thc
Bc 7: Kim tra v gim st
u im: gii thiu v thao tc sn phm; t do thay i ni dung qung co; c th gii
thch v tranh lun trc tip vi khch hng; l mt bin php tt bn hng khi qung
co bo ha, s khch hng tim nng gim.
3.3. Vn minh thng mi
Tr s lm vic
Phong cch v thi nhn vin
Quan h giao dch th tn, ngh thut m phn, hnh thc tng qu cho khch
hng Ngh thut trng by ti im bn, bu khng kh trong ca hng
Cht lng, mu m sn phm v dch v i km
3.4. Khuyn mi (Sales promotion)
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Khuyn mi l tp hp cc cng c ngn hn nhm khuyn khch khch hng mua sn
phm nhiu hn v nhanh chng hn
3.5. Quan h cng chng (Public Relations - PR)
PR l nhng hot ng lin tc, c k hoch v thn trng thit lp v duy tr s hiu
bit ln nhau gia doanh nghip/ t chc v cng chng (Vin nghin cu kin cng
ng Anh)
Cng c khuyn mi i
vi ngi tiu dng
Cuc thi, trGim gi
Phiu gimMua hng c thng
Dng th sn phm Hng mu khng pht
Chng trnh khch hng trung thnh
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PR bao gm tt c cc hnh thc giao tip c ln k hoch, c bn trong v bn ngoi
t chc, gia mt t chc v cng chng ca n nhm t c nhng mc tiu c th
lin quan n s hiu bit ln nhau (Frank Jefkins, Public RelationsFrameworks)
Cng c quan h cng chng: T chc s kin
Ti tr thng mi
Ti tr phi thng mi (hot ng cng ng)
Quan h bo ch
Vn ng hnh lang
4. Vai tr ca xc tin
4.1. i vi doanh nghipChin lc xc tin l 1 cng ccnh tranh, gip ci thin doanh s. Thng qua chin
lc ny, doanh nghip c th gii thiu sn phm, hnh nh doanh nghip (to hnh nh
tch cc ca doanh nghip i vi cc nhm cng chng) v h tr cho chin lc nh
v.
4.2. i vi ngi tiu dng
Chin lc xc tin gip ngi tiu dng nng cao nhn thc v sn phm, to p lc
cnh tranh buc doanh nghip ci tin hot ng marketing tha mn tt hn nhu cu ca
ngi tiu dng.
4.3. i vi x hi
H tr cho cc phng tin truyn thng nng cao cht lng, gim chi ph pht hnh
cng nh a dng ha sn phm ca mnh nhm phc v x hi tt hn; xc tin cn l 1
yu t nh gi s nng ng, pht trin ca nn kinh t v l yu t thu ht u t.
5. Truyn thng marketing tch hp IMC
Truyn thng marketing tch hp l quan im theo mt cng ty cn phi bit phi
hp mt cch thn trng cc knh truyn thng khc nhau nhm pht i thng ip r
rng, nht qun v thuyt phc v cng ty v v sn phm.
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5.1. Qu trnh truyn thng
Cc bc truyn thng hiu qu Nhn din khch hng mc tiu (target audience)
Thit k thng ip (hnh thc v ni dung)
La chn phng tin truyn thng (knh truyn thng trc tip v gin tip)
La chon ngun (ngi) pht thng ip
Thu thp thng tin phn hi
M hnh thng tin phn hi
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Nhn thcc tm quan trng ca hot ng bn l theo ng chc nng, lnh
o Saign Co.op dnh thi gian nghin cu hc tp kinh nghim ca h thng
Siu th KF(Thy in), NTUC Fair Price(Singapore), Co.op(Nht Bn) to ra
mt h thng siu th mang nt c trng ca phng thc HTX ti TpHCM vVit Nam.
Nm 1998 Saigon Co.op ti cu trc v t chc v nhn s, tp trung mi
ngun lc ca mnh u t mnh cho cng tc bn l (Cc Siu th Co.opMart
ln lt ra i nh du mt giai on pht trin quan trng : hnh thnh chui
Siu th mang thng hiu Co.opMart).
Tnh n 02/2008, h thng Co.opMart c 28 siu th bao gm 16 Co.opMart
TPHCM v 12 Co.opMart ti cc tnh (Co.opMart Cn Th, M Tho, Quy Nhn,Vnh Long, Long Xuyn, Pleiku, Phan Thit, Bin Ho, V Thanh, Tam K, Tuy
Ho v Vng Tu).
Cc thnh qu t c:
Thng 8/2000 :Nhn danh hiu Anh hng lao ng trong thi k i mi
Thng 05/2002 : Saigon Co.op vinh d nhn Hun chng Lao ng hng
Nht
Nm 02/2004 :Saigon Co.op nhn chng ch ISO 9001-2000 Nm 2005 :Nh nc phong tng Anh hng lao ng choB Nguyn Th
Ngha Ch tch HQT Saigon Co.op.
Nm 2008 :
- Thng hiu Vit c yu thch nht do Bo SGGP t chc bnh chn
(2005-2006-2007-2008).
- Top 200 doanh nghip hng u Vit Nam do t chc UNDP bnh chn.
- ot gii vng cht lng Chu u do t chc International Arch of Europe
Award trao tng.
Nm 2004 2010: Saigon Co.op lin tc c bnh chn l nh bn l hng
u Vit Nam, Top 500 nh bn l hng u Khu vc Chu Thi Bnh
Dng.
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Nhng s kin ng nh
T nm 2003-2010: Saigon Co.op 7 nm lin t danh hiu nh bn l hng
u Vit Nam Top 500 nh bn l hng u chu Thi Bnh Dng
Nm 2007: Khai trng mi 9 Siu th Co.opMart trong nm 2007, bao gm:Vnh Long, Long Xuyn, Pleiku, Phan Thit, Bin Ho, V Thanh, Tam K,
Tuy Ho v Nhiu Lc. y l nm c s siu th mi c khai trng nhiu
nht t trc n nay
Nm 2010: Saigon Co.op pht trin ln n 80 Ca hng Co.op
Nm 2009: Mng 20 nm hnh thnh, pht trin Saigon Co.op (12/5/1989
12/5/2009) v Hun chng c lp hng III
2011: 15 nm thnh lp h thng siu th Co.opMart.1.3 Chc nng, nhim v, quyn hn ca Saigon Co.op
1.3.1 Chc nng
Lin hip HTX Thng mi Tp.HCM c xc nh l n v kinh t ca tp th
nhn dn lao ng phc v cho nhu cu i sng v sn xut ca nhn dn lao
ng vi hai chc nng chnh:
Tr th cho thng nghip quc doanh phnphi hng theo gi ch o n tay
ngi tiu dng v i l y thc thu mua cho cc n v Nh nc. Mua bn hng t doanh theo gi tha thun tng qu phc v ngi tiu
dng
C th Saigon Co.op thc hin 4 hot ng kinh doanh chnh sau:
Bn l: kinh doanh thng mi, phn phi, bn l kt hp cc dch v n ung,
vui chi, gii tr
Hot ng kinh doanh ny chim khong 10% tng doanh thu. Ngun thu
mang tnh c nh nhm m bo cho siu th c mt khon li nhun ti
thiu ti hot ng.
Sn xut nc chm Nam Dng
Sau ngy gii phng, nh nc tip qun X Nghip Nam Dng, v nm
1981, Nam Dng c giao v ngnh HTX qun l. Lin Hip HTX TM
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lm cho chui siu th Co.op Mart ngy cng pht trin, Saigon Co.op
ra nhng phng hng kinh doanh sau:
u t, y mnh hot ng qung co thng hiu, nng co cht lng v
pht trin rng ri chng trnh Thnh vin v Khch hng thn thit. iu chnh v duy tr cc tiu chun quc t v qun l, bo qun hng ha cho
h thng Co.op Mart, ng thi tng bc nng cp cc siu th c.
Nng cao tnh chuyn nghip trong hot ng ng dng cng ngh thng tin
vo cng tc qun l v kinh doanh, chun ha cc quy trnh phi hp cng tc
ni b, quy trnh giao dch vi nh cung cp, i tc v khch hng.
Tp trung o to i ng nhn lc chuyn nghip v hin i.
Vi s h tr ca cng ty c phn SCID, cng nh vic lin doanh vi cc
cng ty tnh m rng mng li siu th, Saigon Co.op giao nhim v cho
SCID n nm 2015 l pht trin 100 siu th Co.opMart trn c nc v trin
khai m hnh Shopping mall, trung tm thng mi, i siu th v cc lnh vc
a c khc.
3. I TH CHNH: H THNG SIU TH BIG CTn y ca doanh nghip : Cng ty TNHH TMDV Siu thBig C
Tn vit tt ca doanh nghip : Big CTrs: 222 Trn Duy Hng, Trung Ha , Cu Giy, HNi.Nm thnh lp: 1998Tel: 0437848596Website:http://www.bigc.com.vn
Big C l thng hiu ca tp on Casino, mt trong nhng tpon bn l hng uchu uvi hn 9.000 ca hng ti Vit Nam, Thi Lan, Ac -hen-ti-na, U-ru-guay,V-n-zu-la, Bra-xin,C-lm-bi-a, n Dng, H Lan, Php, s dng trn190.000 nhn vin.Big C khai trng i siu th u tin ti ng Nai nm 1998. Hin nay, cc cahngBig C hin din hu ht cc thnh ph ln nh H Ni, Hi Phng, Hu, Nng,BinHa, TP.HCM.Big C l mt trung tm mua sm l tng dnh cho khch hng Vit Nam: mi cahng c trn 50.000 mt hng, t thc phm ti sng n hng tp ha, t qun on trang tr ni tht,cng nh cc mt hng in my nh gia dng v thit bnghe-nhn, tt c u c bn vi gi r.Tm lt tnh hinh cnh tranh c bn:
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Chng 3: PHN TCH KT QUNGHIN CU
1. KT QU SIU TH BIG C
Muc do huuich khuyen
mai
Muc do huuich the uu
dai
Huu ich cua
email, SMS
Cam nangmua sam huu
ich
Hieu qua cuachuong trinh cong
dong
Hieu qua cua
chieu thi BigC
N
Mean
91
3.8132
41
3.5366
38
3.31583.6000
83
3.8675
91
3.8132
Median 4.0000 4.0000 3.0000 4.0000 4.0000 4.0000
Grouped
Median3.8378 3.5714 3.3226 3.5932 3.8806 3.8378
Std. Error of
Mean.08256 .12638 .13654 .09864 .08180 .08256
Sum 347.00 145.00 126.00 270.00 321.00 347.00
Minimum Rat khong
huu ich
Rat khong
huu ich
Rat khong
huu ich
Rat khong
huu ichRat khong huu ich
Rat khong
hieu qua
Maximum Rat huu ich Rat huu ich Rat huu ich Rat huu ich Rat huu ich Rat hieu qua
Range 4.00 4.00 4.00 4.00 4.00 4.00
First Huu ich Huu ich Binh thuong Huu ich Rat huu ich Rat hieu qua
Last Binh thuong Huu ich Binh thuong Huu ich Huu ich Binh thuong
Std.Deviation
.78757 .80925 .84166 .85424 .74525 .78757
C th xt n 5 yu t chnh trong qu trnh tc ng n hiu qu chiu th caBigC:
- Phng tin qung co hiu qu- Mc thng xuyn v hu ch ca khuyn mi- Mc hu ch thu i
- Mc hu ch ca cm nang mua sm.- Hu ch ca marketing trc tip thng qua email, SMS- Hiu qu ca chng trnh cng ng
Ln lt cc bin sc xt c kt qu kho st nh sau:
Phng tin qung co: theo mc ph bin gim dn l:
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Email v SMS c hu ch thp hn nhng khng nhiu : 3.3/5
Chng trnh cng ng ca Big C c nhng hot ng mang tnh tch cc hiuqu, 3.86/5
Case Summaries
Tui than
thien
moi
truong
Thu gom
pin tai
che
Tang
qua cho
nguoi
ngheo
Hoc
bong
cho hoc
sinh
ngheo
Huong
nghiep
cho
nguoi
khiem thi
He
thong
nuoc
sach cho
Kon
Tum
Ho tro
phat
trien dia
phuong Khac
Hieu qua
cua
chuong
trinh
cong
dong
Mean 1.0000 1.0000 1.0000 1.0000 1.0000 1.0000 1.0000 1.0000 3.8675
Median 1.0000 1.0000 1.0000 1.0000 1.0000 1.0000 1.0000 1.0000 4.0000
Grouped
Median1.0000 1.0000 1.0000 1.0000 1.0000 1.0000 1.0000 1.0000 3.8806
Std. Error
of Mean.00000 .00000 .00000 .00000 . .00000 .00000 .00000 .08180
Sum 66.00 8.00 15.00 15.00 1.00 2.00 3.00 6.00 321.00
Minimum
1.00 1.00 1.00 1.00 1.00 1.00 1.00 1.00
Rat
khong
huu ich
Maximum 1.00 1.00 1.00 1.00 1.00 1.00 1.00 1.00 Rat huuich
Range .00 .00 .00 .00 .00 .00 .00 .00 4.00
First1.00 1.00 1.00 1.00 1.00 1.00 1.00 1.00
Rat huu
ich
Last 1.00 1.00 1.00 1.00 1.00 1.00 1.00 1.00 Huu ich
Std.
Deviation.00000 .00000 .00000 .00000 . .00000 .00000 .00000 .74525
V tng kt t 5 bin trn, ta ra c kt qu hiu qu chiu th ca Big C l 3.8/5, lch khng qu ln 0.082
2. KT QU SIU TH COOPMART
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Hieu qua chieu
thi Co.opMarrt
Muc do huu
ich khuyen mai
Muc do huu
ich the uu dai
Cam nang mua
sam huu ich
Huu ich cua
email, SMS
Hieu qua cua
chuong trinh
cong dong
N 92 92 64 78 41 89
Mean 3.3913 3.6522 3.5938 3.5385 3.2927 3.9101
Grouped Median 3.3855 3.6582 3.5926 3.5556 3.3333 3.9559
Std. Error of Mean .07565 .08096 .09890 .09775 .13180 .08552
Sum 312.00 336.00 230.00 276.00 135.00 348.00
Minimum Rat khong hieu
qua
Rat khong huu
ich
Rat khong huu
ich
Rat khong huu
ich
Rat khong huu
ich
Rat khong huu
ich
Maximum Rat hieu qua Rat huu ich Rat huu ich Rat huu ich Rat huu ich Rat huu ich
Range 4.00 4.00 4.00 4.00 4.00 4.00
First Binh thuong Huu ich Huu ich Huu ich Binh thuong Rat huu ich
Last Binh thuong Binh thuong Huu ich Huu ich Huu ich Huu ich
Std. Deviation .72561 .77651 .79120 .86328 .84392 .80680
Qua kt qu thng k cho thy hiu qu chiu th ca siu th Co.op Mart mc bnhthng(3.3913/5 im) theo cch nh gi ca khch hng. C thxt n 6 yu t chnhtrong qu trnh tc ng n hiu qu chiu th ca Co.op Mart:
- Phng tin qung co hiu qu- Mc thng xuyn v hu ch ca khuyn mi- Mc hu ch thu i- Mc hu ch ca cm nang mua sm.- Hu ch ca marketing trc tip thng qua email, SMS- Hiu qu ca chng trnh cng ng
Ln lt cc bin sc xt c kt qu kho st nh sau:
Phng tin qung co:
Bao, tap chi Internet TV
Ap phich
quang cao
Nguoi than gioi
thieu
N 92 92 92 92 92
Mean 2.7500 2.7065 2.6413 3.1522 3.8587
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Grouped Median 2.6842 2.6923 2.5455 3.2857 4.2388
Std. Error of Mean .14551 .12320 .13701 .13732 .14215
Sum 253.00 249.00 243.00 290.00 355.00
Minimum 1.00 1.00 1.00 1.00 1.00
Maximum 5.00 5.00 5.00 5.00 5.00
Range 4.00 4.00 4.00 4.00 4.00
First 1.00 2.00 4.00 3.00 5.00
Last 5.00 2.00 1.00 3.00 4.00
Std. Deviation 1.39564 1.18171 1.31418 1.31713 1.36343
Thng qua kt qu s liu kho st cho thy phng thc ngi thn gii thiu (truynming) chim t trng ln nht trong cc phng tin qung co tc ng n s nhnbit thng hiu ca ngi tiu dng ti siu th Co.op Mart. Theo mc t cao xungthp, cc phng tin qung co nh hng n s nhn bit thng hiu ca siu thCo.op Mart nh sau:
-Ngi thn gii thiu
- p phch qung co
- Bo, tp ch
- Internet
- TV
Nh vy, phn ln cc khch hng bit n siu th qua s gii thiu ca ngi thn vp phch qung co, trong khi hiu qu ca bo, tp ch, Internet v TV vn cn ckhi thc nhiu hn nhm lm tng mc nh hng ca siu th.
Chng trnh khuyn mi
Khuyn mi ca Co.op Mart c nh gi vi mc thng xuyn l 3.5/5 v mc hu ch l 3.65/5 vi lch chun 0.08
Thu i ca Co.op Mart c mc hu ch t 3.59/5, lch chun 0.098
Cm nang mua sm ca Co.op Mart c mc hu ch tng ng vi thu i :t 3.54/5, vi lch chun 0.098
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Maketing trc tip thng qua Email v SMS c hu ch thp hn khng nhiu so vihai chng trnh thu i v cm nang mua sm: t 3.3/5 vi lch chun 0.13
Chng trnh cng ng ca Co.op Mart c nhng hot ng mang tnh tch cchiu qu, t 3.91/5 vi lch chun 0.0855.
Tui than
thien moi
truong
Thu gom pin
tai che
Hoc bong
cho hoc sinh
ngheo
Quyen gop
tap sach
Nguoi Viet
dung hang
Viet Khac
Hieu qua
cua chuong
trinh cong
dong
N 47 15 28 15 52 7 89
Mean 1.0000 1.0000 1.0000 1.0000 1.0000 .8571 3.9101
GroupedMedian
1.0000 1.0000 1.0000 1.0000 1.0000 .8571 3.9559
Std. Error of
Mean.00000 .00000 .00000 .00000 .00000 .14286 .08552
Sum 47.00 15.00 28.00 15.00 52.00 6.00 348.00
Minimum1.00 1.00 1.00 1.00 1.00 .00
Rat khong
huu ich
Maximum 1.00 1.00 1.00 1.00 1.00 1.00 Rat huu ich
Range .00 .00 .00 .00 .00 1.00 4.00
First 1.00 1.00 1.00 1.00 1.00 1.00 Rat huu ich
Last 1.00 1.00 1.00 1.00 1.00 1.00 Huu ich
Std. Deviation .00000 .00000 .00000 .00000 .00000 .37796 .80680
Trong , chng trnh cng ng c nhiu ngi bit n nht l Ngi Vit dnghng Vit vi t trng l 52/89. Tip theo l chng trnh Ti thn thin mi trngvi t trng cng tng i cao 47/89. Sau l chng trinh Hc bng cho hc sinhngho vi t trng 28/89. V cui cng l hai chng trnh c t trng thp nht 15/89 :Thu gom pin ti ch v Quyn gp tp sch
Tm li, tng kt t 6 yu ttrn, ta ra c kt qu hiu qu chiu th ca Co.op Mart l3.39/5, lch khng qu ln 0.076
3. KT QU SO SNH 2 SIU TH3.1Qung co
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Kho st s nhn din thng hiu thng qua cc phng tin qung co ph bin
ca hai siu th cho thy phng thc ngi thn gii thiu (truyn ming) chim t
trng ln tc ng n s nhn bit thng hiu ca ngi tiu dng.
Xp sau phng thc ngi thn gii thiu, theo mc tc ng t cao xungthp dn ca cc phng tin qung co n s nhn bit ca khch hng th c s khc
nhau nh sau:
- Big C: p phch qung co Ti viBo, tp ch Internet
- Co.op mart: p phch qung co Internet Bo, tp ch Ti vi
Xt v hiu qu ca nhng cch qung co ny qua thc o sa thch ca khch
hng:
3.2p phch qung coAp phich
Frequen
cy
Percen
t
Valid
Percent
Cumulative
Percent
Valid BigC 22 22.0 23.9 23.9
Cop.opMart 22 22.0 23.9 47.8
Ca hai 37 37.0 40.2 88.0
Khong bennao
11 11.0 12.0 100.0
Total 92 92.0 100.0
Missin
g
System8 8.0
Total 100 100.0
Hiu qu ca phng thc ny i vi tm tr khch hng c nh gi mc
ngang bng. V y cng l phng thc c t lkhch hng khng thch thp
nht.3.3Bo, tp ch
Bao chi, radio, tap chi
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Nh vy, qung co trn bo, tp ch ca co.op mart tri hn Big C tuy nhin t l nyl khng ng k. i a skhch hng nh gi ngang bng cht lng qung co trn
bo, tp ch ca 2 siu th ny.
3.4Tivi
TV
Frequency Percent
ValidPercent
CumulativePercent
Valid BigC19 19.0 20.7 20.7
Cop.opMart 19 19.0 20.7 41.3
Ca hai 24 24.0 26.1 67.4
Khong bennao
30 30.0 32.6 100.0
Total 92 92.0 100.0
Missing
System8 8.0
Total 100 100.0
Phn ln khch hng khng th hin sa thch i vi cch thc qung co trn TV.
Khch hng nh gi ngang bng cht lng qung co TV ca c 2 siu th.
3.5Internet, website
Internet, website
Frequency Percent Valid Percent
Cumulative
Percent
Valid BigC 20 20.0 21.7 21.7
Co.opMart 23 23.0 25.0 46.7
Ca hai 30 30.0 32.6 79.3
Khong ben nao 19 19.0 20.7 100.0
Total 92 92.0 100.0
Missing System8 8.0
Total 100 100.0
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Frequen
cy
Percen
t
Valid
Percent
Cumulative
Percent
Valid BigC 23 23.0 25.0 25.0
Cop.opMart 15 15.0 16.3 41.3
Ca hai 22 22.0 23.9 65.2
Khong ben
nao32 32.0 34.8 100.0
Total 92 92.0 100.0
Missin
g
System8 8.0
Total 100 100.0
T l khng hi lng v qung co trn internet ca 2 siu th chim phn ln, tuy
nhin, so snh v mc a thch hn th Big C ginh u th trn knh internet ny
vi 25% so vi 16,3%. C th ni, s dng c knh internet lm phng tin qung
co l cng c hiu qu m c th tit kim c chi ph, Big C nm bt xu hng v
p dng hiu qu.
4 Khuyn mi
Mc hu ch theo thang o 5 im (rt khng hu ch,khng hu ch, bnh
thng, hu ch, rt hu ch), trong c hai siu thc khch hng nh gi mc hu
ch tbnh thng n rt hu ch (3-5 im) chim t l ngang nhau l gn 95%,
nhng xt v mc cao hn thu ch n rt hu ch th big C vn c phn nh
tt hn cao hn Coop mart.
iu c chng minh r rng hn qua mc u thch ca khch hng i
vi chng trnh khuyn mi ca 2 siu th. Trn 50% khch hng a thch ch ring
khuyn mi ca Big C, cn Co.op ch 14,3%
a thich chuong trinh khuyen mai
Frequen
cy
Percen
t
Valid
Percent
Cumulative
Percent
Valid BigC 49 49.0 53.8 53.8
Cop.opMart 13 13.0 14.3 68.1
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Ca hai 26 26.0 28.6 96.7
Khong ben
nao3 3.0 3.3 100.0
Total 91 91.0 100.0
Missin
g
System9 9.0
Total 100 100.0
ng thi, Big C thng xuyn tung ra nhng chng trnh khuyn mi hn Co.op
Trong cc dng khuyn mi, Co.op mart thnh cng hn Big C trong chng trnh
th khch hng vi t l khch hng bit n cng nh shu thcao hn Big C. Ngoi
ra, khch hng nh gi mc hu ch ca thkhch hng Co.op mart cao hn Big C.
5 Marketing trc tip5.1Cm nang mua sm
C s chnh lch v t l khch hng bit n cm nang mua sm v nh gi hiu
qu ca phng thc ny gia hai siu th. u th nghin v Big C, tuy nhin chnh
lch t l vi Co.op mart l khng ng k.
5.2Email/ SMS
Slng khch hng /ang nhn thng tin siu th qua email/sms khng nhiu. H
nh gi thng tin c cung cp qua email/sms t Big C hu ch hn so vi co.op mart
6 Quan h cng ng
Chng trnh ca Big C c bit n nhiu nht: ti thn thin (71,7%) v
tng qu cho hc sinh ngho (16%)
Chng trnh ca Coop mart c bit n nhiu nht: ti thn thin (51,1%) v
ngi vit dng hng Vit (56,5%)
Cc chng trnh v cng ng ca Coop mart c nh gi mang tnh hu ch, hiu
qu thit thc hn BigC
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Chng IV: GII PHP V KIN NGHCHO SIU THCOOPMART
1. M HNH CA BIG C
Coefficientsa
Model
Unstandardized
Coefficients
Standardized
Coefficients
t Sig.
Correlations
Collinearity
Statistics
B
Std.
Error Beta
Zero-
order Partial Part Tolerance VIF
1 (Constant) .055 .465 .118 .907
Muc do huu
ich khuyen
mai
.909 .140 .909 6.495 .000 .893 .830 .607 .445 2.246
Muc do huu
ich the uu dai-.056 .137 -.058 -.408 .688 .429 -.093
-
.038.432 2.317
Cam nang
mua sam huu
ich
-.115 .155 -.119 -.745 .465 .577 -.168-
.070.343 2.918
Huu ich cua
email, SMS.008 .120 .008 .068 .947 .448 .016 .006 .609 1.642
Hieu qua cuachuong trinh
cong dong
.229 .120 .231 1.909 .071 .486 .401 .178 .593 1.685
M HNH BIG C:
Hiu qu chiu th BigC = 0.909Mc hu ch khuyn mi0.056Mc hu ch
thu i 0.115 Hu ch cm nang mua sm + 0.08Hu ch email, SMS +
0.140 0.137
0.155 0.120
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0.229 Hiu quchng trnh cng ng + 0.055
0.120 0.465Ta thy ch c Khuyn mi l c h s ln hn 0.3; ccyu t cn li u nhhn 0.3.
ANOVAb
ModelSum ofSquares df
MeanSquare F Sig.
1 Regression 15.550 5 3.110 19.125 .000a
Residual 3.090 19 .163
Total 18.640 24
Model Summary
Model RRSquare
AdjustedR Square
Std. Errorof theEstimate
Change Statistics
R SquareChange
FChange df1 df2
Sig. FChange
1 .913a .834 .791 .40326 .834 19.125 5 19 .000
KIM NH KMO
KMO and Bartlett's Test
Kaiser-Meyer-Olkin Measure of SamplingAdequacy.
.722
Bartlett's Test ofSphericity
Approx. Chi-Square 85.031
df 15
Sig. .000
Ta c: H s KMO = 0.722 > 0.7 th hin cc nhn t c dng phn tch c
tng thch cao mc chp nhn c.
KIM NH CRONBACH ALPHA
Reliability Statistics
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Cronbach's
Alpha
Cronbach'sAlpha BasedonStandardized
Items
N of
Items.859 .859 6
Ta c Cronbach Alpha l 0.859 (>0.70)
KIM NH EFA
Item-Total Statistics
Scale Mean
if ItemDeleted
Scale
Variance ifItem Deleted
Corrected
Item-TotalCorrelation
Squared
MultipleCorrelation
Cronbach's
Alpha ifItem Deleted
Muc do huu ichkhuyen mai
17.5200 11.343 .794 .862 .808
Muc do huu ich the uudai
17.9600 11.873 .652 .572 .835
Cam nang mua samhuu ich
18.0400 11.290 .774 .667 .811
Huu ich cua email,
SMS 18.2800 13.127 .459 .391 .868Hieu qua cua chuongtrinh cong dong
17.6800 12.893 .492 .502 .863
Ta c cc bin Mc hu ch ca email, SMS v Hiu qu ca chng trnh cng ng
c trng s nhhn 0.6; v vy nn loi b hai bin ny ra khi m hnh.
Vy xt tng cc kim nh v m hnh, ta ch thy yu t khuyn mi l ng vaitr quan trng trong hot ng chiu th ca BigC. Hiu qu ca khuyn mi c
tng quan cht vi hiu qu ca hot ng chiu th.
2. M HNH COOPMART
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Coefficientsa
Model
Unstandardized
Coefficients
StandardizedCoefficient
s
TSig.
95%Confidence
Interval for B Correlations
Collinearit
y Statistics
BStd.Error Beta
LowerBound
UpperBound
Zero-order
Partial Part
Tolerance VIF
1 (Constant)
.633 .5291.197
.241
-.450 1.717
Muc dohuu ichkhuyen
mai
.592 .156 .6263.787
.001
.272 .912 .734 .582 .475 .5761.735
Muc dohuu ichthe uudai
-.033 .142 -.039-.235
.816
-.323 .257 .362-.044
-.029
.5791.727
Camnangmua samhuu ich
.048 .155 .053 .309.760
-.270 .366 .439 .058 .039 .5261.901
Huu ichcuaemail,SMS
.144 .140 .1641.027
.313
-.143 .432 .509 .191 .129 .6191.616
Hieu quacuachuongtrinhcongdong
.017 .121 .022 .144.887
-.230 .264 .341 .027 .018 .6511.536
a. Dependent Variable:Hieu qua chieu thiCo.opMarrt
M HNH CO.OPMART
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Hiu qu chiu th Co.opMart = 0.5929Mc hu ch khuyn mi0.033Mc
hu ch thu i + 0.048Hu ch cm nang mua sm +
0.156 0.142
0.048
0.144Hu ch email, SMS + 0.017 Hiu quchng trnh cng ng + 0.633
0.140 0.121 0.529
Model Summaryb
Model RRSquare
AdjustedRSquare
Std.Error oftheEstimate
Change Statistics
Durbin-Watson
RSquareChange
FChange df1 df2
Sig. FChange
1 .748a .560 .481 .56409 .560 7.119 5 28 .000 2.315
ANOVAb
ModelSum ofSquares df
MeanSquare F Sig.
1 Regression 11.326 5 2.265 7.119 .000a
Residual 8.910 28 .318
Total 20.235 33
KIM NH KMO
KMO and Bartlett's Test
Kaiser-Meyer-Olkin Measure of SamplingAdequacy.
.809
Bartlett's Test ofSphericity
Approx. Chi-Square 74.170
df 15
Sig. .000
Ta c: H s KMO = 0.809 > 0.7 th hin cc nhn t c dng phn tch c
tng thch cao mc chp nhn c.
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KIM NH CRONBACH ALPHA
Reliability Statistics
Cronbach'sAlpha
Cronbach's
Alpha BasedonStandardizedItems
N ofItems
.838 .842 6
Ta c Cronbach Alpha l 0.838(>0.70)
KIM NH EFA
Item-Total Statistics
Scale Meanif ItemDeleted
ScaleVariance ifItem Deleted
CorrectedItem-TotalCorrelation
SquaredMultipleCorrelation
Cronbach'sAlpha ifItem Deleted
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Muc do huu ichkhuyen mai
17.4118 11.037 .702 .619 .796
Muc do huu ich the uudai
17.4706 11.045 .612 .422 .812
Cam nang mua samhuu ich
17.8529 11.038 .654 .476 .804
Huu ich cua email,SMS
17.9118 11.295 .585 .404 .818
Hieu qua cua chuongtrinh cong dong
17.3529 10.963 .540 .349 .830
Hieu qua chieu thiCo.opMarrt
17.7353 11.655 .620 .560 .812
Ta c cc bin Mc hu ch ca email, SMS v Hiu qu ca chng trnh cng ng
c trng s nhhn 0.6; v vy nn loi b hai bin ny ra khi m hnh.
Vy xt tng cc kim nh v m hnh, ta ch thy yu t khuyn mi l ng vai
tr quan trng trong hot ng chiu th ca Co.opMart. Hiu qu ca khuyn mi
c tng quan cht vi hiu qu ca hot ng chiu th.
3. GII PHP V KIN NGH CHO CHIN LC CHIU TH CA
COOPMART
Thng qua m hnh hiu qu chin lc chiu th ca siu th Co.op Mart, ta c th thy
c khuyn mi ng vai tr quan trng nht trong hiu qu chiu th. Chnh v vy,
nhm chng ti xin ra mt s gii php nng cao hiu qu ca cc chng trnh
khuyn mi.
Gii php u tin, siu th nn gim bt cc chng trnh qung co trn TV (thng qua
vic gim tn sut pht sng), trn cc p phch qung co, thay vo s dng chi ph
tp trung vo khuyn mi. Tuy nhin, siu th vn c th duy tr cc cm nang mua
sm, nhm cung cp cho khch hng nhng thng tin v cc sn phm ang c khuyn
mi.
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Th hai, ttrc n nay, Co.op Mart lun tp trung theo ui li nhun bin trn mt
sn phm, nn gi thnh sn phm cha hp dn c khch hng. Nhm xut siu th
nn gim mt phn li nhun xung, tng thm cc chng trnh khuyn mi. Nh
vy, siu th c th thu ht nhiu khch hng, qua tng doanh s bn hng v phntng doanh thu ny c th sb p thm ch l cao hn so vi phn li nhun bin b
gim.
Th ba, so vi cc cng ty a quc gia nh siu th BigC th tim lc ti chnh ti ca
Co.op Mart r rng l khng mnh bng. Chnh v vy m Co.op Mart khng nn qu tp
trung chy theo vic cnh tranh v gi, Co.op c th tp trung vo vic cnh tranh bng
cc chng trnh khuyn mi. Vi li th l mt siu th c h thng phn phi rng, cc
im bn hng rng khp to nn s thun tin cho khch hng khi mua sm, th vi ccchng trnh khuyn mi thng xuyn hn s hon ton c ththu ht khch hng n
vi siu th.
Th t, Co.op c thm phn vi nh cung ng, u tin v tng cng cc chng trnh
khuyn mi, gim gi sn phm cho siu th. Qua siu th sc c li th trong cc
sn phm ca mnh.
Cui cng, Co.op Mart nn tin hnh a dng ha cc hnh thc v chng trnh khuyn
mi. Tng thm cc Givng khuyn mi, Ngy vng khuyn mi, hay chng trnh tngqu, gim gi vo cc ngy l tt nhm kch cu ngi tiu dng. a dng ha cc sn
phm c hng khuyn mi p ng nhu cu a dng ca khch hng. Chng hn
nh i vi cc sn phm ti sng s dng trong ngy, n gn cui ngy m siu th
cha tiu th ht th c th gim gi bn hay tng km, mua 2 tng 1 hay thm ch l mua
1 tng 1. i vi cc mt hng thit yu nh du n, go, ng; m phm, siu th
c th tin hnh khuyn mi tng km. Do mt trong nhng tm l ca ngi tiu dng l
khng tin tng vo cht lng sn phm tng km, nn Co.op nn khuyn mi nhng
sn phm i km vi cng mt nhn hiu.