VanLuong.blogspot.com ClearMen

8/2/2019 VanLuong.blogspot.com ClearMen

1/28

I HC QUC GIA THNH PH H CH MINH

KHOA KINH T-LUT

TI MARKETING QUC T

PHN TCH CHIN LC MARKETING

CACLEAR MEN

GVHD: Th.S HONG TH PH

-THNH PH H CH MINH-

-6/2009-

I HC QUC GIA THNH PH H CH MINH

KHOA KINH T-LUT

TI MARKETING QUC T

PHN TCH CHIN LC MARKETING CA

CLEAR MEN

GVHD: Th.S HONG TH PH

-THNH PH H CH MINH-

-6/2009-


2/28

Phn tch chin lc marketing ca Clear Men

NHM THC HIN

1. L HONG ANH........................................K064020094

2. PHM TH NGC N................................K064020101

3. TRN TH L HI.....................................K064020122

4. DNG VNH TRUNG..............................K064020223

5. NGUYN TH NH TUYT......................K064020224

Gvhd: Th.S Hong Th Ph Page 2


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MC LC

LI M U.................................................................................................4

1.S LC V CNG TY UNILIVER V SN PHM CLEARMEN.

.........................................................................................................................6

1.1. Tng quan v cng ty Uniliver.................................................................6

1.2. Gii thiu v sn phm Clear Men...........................................................7

1.3. Phn tch SWOT.......................................................................................9

a. im mnh.................................................................................................................. ...9

b. im yu........................................................................................................................9

c. C hi...........................................................................................................................10

d. Thch thc................................................................................................................ ...10

2.PHN TCH CHIN LC MARKETING CA SN PHM

CLEAR MEN...............................................................................................11

2.1. Phn khc th trng ca Clear Men......................................................11

2.2. Cc i th cnh tranh ca Clear Men...................................................12

2.3. Th trng mc tiu................................................................................132.4. nh v nhn hiu Clear Men.................................................................13

2.5. Chin lc nh gi du gi u Clear Men...........................................15

2.6. Chin lc qung b (chiu th) du gi u Clear................................17

2.6.1 Mc tiu qung b ca Unilever..............................................................................18

2.6.2. Cc cng c chiu th Clearmen.............................................................................18

2.6.2.1. Cc hnh thc qung co Clearmen.....................................................................19

2.6.2.2. Hot ng PR ca Clearmen...............................................................................22

2.7. Chin lc tung hng v phn phi sn phm.......................................23

2.7.1. Knh phn phi................................................................................................. .....25

2.7.2. Th phn ca Clear Men.........................................................................................25

KT LUN...................................................................................................27

TI LIU THAM KHO.............................................................................28



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LI M UNi n th trng du gi trc nm 2006, c l tt c chng ra ch c th

ngh n th trng du gi dnh cho n. Cho d bn hay ti l nhng ngi nng th chng ta vn phi dng du gi u ca ph n.

Cc i gia nh Unilever gn lin vi nhng thng hiu m khch hng iu cng thy: Sunsilk, Clear, Dove, Lifebuoy; P&G (Procter & Gamble) khng

km cnh vi Pantene v Head & Shoulders t trc ti gi lun lm ma lm gi

trn th trng du gi. H chnh l nhng k khuy o th trng du gi vi tim

lc v cng mnh, v th, th phn ca h cng rt l cao.

Nhng cng ngy, h cng nhn thy c mt khe h rt ln trong ci th

trng rng ln ny, mt i dng xanh mu m.Tuy nhin, h li ang b cun

trong ci i dng y m hi v nc mt kia. S cnh tranh khc lit vi cc

thng hiu tn tui khc lm cho h khng th cn rnh tay s m ti phn

khc th trng kia. Ngi ta c mt cu so snh rt hay, trong i dng , nhng

con c ln ang tranh t mt cch khc lit, nhum ci i dng m trc

n c mu xanh.

Th trng du gi c th din ra vi s cnh tranh khc lit ca cc i gia.

H qun mt ngay bn cnh h c mt kho tng rt ln. Tuy nhin, c mt con

c nh nhn ra n, n, v ang tm cch chim ly n.

Tuy nhin, khi con c nh tng bc ln mnh. Bn cnh , cc con c ln

cng nhn thc c ci ming bnh mu m m mnh b qun kia. Unilever

nhy vo mt cch cng ngon mc khng km. Vn l mt tp on c nn ti

chnh v cng mnh, s hu nhng thng hiu hng u trong th trng du gi,

Unilever ang c gng nhum ci i dng xanh m ICP n lc c chim.

V cuc chin din ra v cng cn sc. Mt bn l Romano vi tn tui

c khng nh i vi nam gii. Mt bn X-Men ang c chim th trng

vi hn 60% th phn. V mt Clear Men ang thi k sung sc sn sng lt

cc i gia trong ngnh du gi dnh cho nam kia.

Tm li, hin gi, th trng du gi ang din ra nhng cuc cnh tranh v

cng khc lit. Lm th no Unilever c th nh v c thng hiu Clear



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Men trong lng ngi tiu dng trc mt X-men chim gi hn 60% th phn

v trc mt Romano tng khng nh hnh nh mt ngi n ng lch lm i

vi nam gii??

Chng ta hy cng nghin cu xem h lm iu nh th no nh!

Di y l nhng phn nghin cu v tm hiu ca nhm chng ti, trong

qu trnh nghin cu s khng trnh khi nhng sai st nn rt mong c s nhn

xt v gp t thy v cc bn!



6/28


1. S LC V CNG TY UNILIVER V SN PHM

CLEARMEN.

1.1. Tng quan v cng ty Uniliver.

Trn th gii, Tp on Unilever l nh

sn xut thc phm v cc sn phm gi

v sinh cho ngi v vt dng hng u.

Unilever ra i nm 1930 t s sp nhp

gia 2 cng ty l Lever Brothers (cng ty

sn xut x bng ca Anh) v Margarine Unie (sn xut b thc vt ca H Lan).

Thng k cho thy con s nhn vin tp on ton th gii nm 2008 l hn

174 000 nhn vin lm vic trong hn 500 cng ty ti 90 quc gia trn th gii cng

mc li nhun hng nm trn ton cu vo khong 40 t euro. Tr s chnh hin nay

t ti hai ni l Lun n (Anh) v Rotterdam (H Lan), c phiu cng c nim

yt c th trng chng khon Lun n v Rotterdam. D mang tn khc nhau

nhng hai cng ty c cng gim c v hot ng theo m hnh 1 cng ty.

Unilever s hu rt nhiu thng hiu. Mt s trong thc phm v ung

l Flora, Doriana, Rama, Wall, Amora, Knorr, Lipton v Slim Fast. Cc sn phm

v sinh v chm sc c th gm Axe, Dove, Lifebuoy, Lux, Ponds, Rexona, Close-

up, Sunsilk v Vaseline. Cc sn phm cho qun o v cc vt trong nh th c

Comfort, Omo, Radiant, Sunlight, Surf

Tp on ny phi tri qua nhiu nm s hu nhiu thng hiu nh

th. V d, nm 1972, tp on mua li chui nh hng A&W Canada. Nm 1984,

hng mua li thng hiu Brooke Bond ca nh sn xut tr PG Tips.

Nm 1987, Unilever tng cng sc mnh trong th trng chm sc da bng vic

mua li Chesebrough-Ponds (nh sn xut cc sn phm chm sc da nh Ragus,

Ponds, Aqua-Net, Cutex Nail Polish, Vaseline, v kem nh rng Pepsodent). Hai



7/28


nm sau, Unilever tip tc mua li m phm Calvin Klein, Faberg v Elizabeth

Arden, nhng ri li bn Elizabeth Arden cho FFI Fragrances vo nm 2000.

Nm 1996, Unilever mua Cng ty Helene Curtis Industries tng cng s

hin din trong th trng du gi u v sn phm kh mi c th M.

Vi thng v ny, Unilever s hu Suave v Finesse, hai dng sn phm

chm sc tc, v nhn hiu sn phm kh mi Degree. Nm 2000, Unilever thu

tm Cng ty Best Foods ca M bt u nhy vo lnh vc thc phm v ng

thi y mnh hot ng trong khu vc Bc M.

Cng nm , vo cng mt ngy trong thng 4, Unilever mua mt lc haicng ty l Ben & Jerrys (vi loi kem ni ting cng tn) v Slim Fast.

Mt iu ng lu trong chin lc kinh doanh ca Unilever l gn y tp

on a quc gia ny khi ng mt k hoch 5 nm, trong h bt u nhp

b phn marketing ca nhiu cng ty con trong cc lnh vc khc nhau v cng mt

mi pht huy sc mnh tng hp.

1.2. Gii thiu v sn phm Clear Men.

Trong nhng nm gn y, sc cnh tranh

gia hng ho Vit Nam v hng ho nc

ngoi din ra ht sc quyt lit, c bit l

cc sn phm c xut x t cc cng ty a

quc gia hin ang c mt v thng lnh

trn th trng Vit Nam. Th trng dugi u l mt minh chng tiu biu.

Clear Vn l mt thng hiu du gi

u ni ting ca Unilever, Hnh nh Clear lun xut hin trong tm tr ngi tiu

dng vi tc dng: mt lnh, tr gu, gim nga, ngn nga gu, nga quay li



8/28


Clear Men l mt nhnh ca thng hiu Clear c ra i vi tham vng l

sn phm du gi u tr gu hng u ca n ng v cui cng xut hin trn

th trng vo thng 4/2007 trong bi cnh th trng du gi dnh cho nam ang

din bin ht sc si ng.Thm vo l mt X-men ang c s tng trng vtbc trn th trng du gi. Ti nm 2007 t ti 7,5% th phn ca ton th

trng, v 60% th trng du gi dnh cho nam. iu ny khin Unilever git

mnh. V cng l nguyn nhn cho s ra i khng km phn honh trng ca

Clear Men a em trai t trong gia nh Unilever (tnh n thi im lc ).

i th chnh lc ca Clear Men l X-men ca ICP vi hnh nh ngi

n ng bn lnh, V Romanno ca UNZA vi hnh nh ngi n ng lch lm. S

xut hin ca Clearmen m ng ng sau l ng trm Unilever khin cucchin du gi u dnh cho nam gii cng thm si ng, khc lit.

c tnh ni bt ca Clear Men l tr gu

trit , mang n cm gic mt lnh, hng

ngi tiu dng lin tng ti hnh nh:

ngi n ng thnh cng l ngi n ng t

tin vi mi tc mm, mt, khng gu. Vi

slogan CH N NGI P, MIN TIPGU cho thy i tng m Clearmen

hng ti l nhng ngi tr, thnh t, t

tin

Clear Men c u i tuyt i bng nhng khon chi cho cc chin dch

marketing khng l. Vi li th ca mt i gia, Unilever c v nh mun y cc

i th cnh tranh ti ng cng.

Chin dch Qu tng yu thng cng vi i s thng hiu l Bi Rain

to mt cn lc mang m iu Clear khp Bc, Trung, Nam.

V ti by gi, th phn du gi ca Clear Men ang ui st vi X-Men, v

gp i Romano.

1.3. Phn tch SWOT



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a. im mnh.

c s h tr ca tp on Unilever ton cu nn c nn ti chnh vng

mnh.

L mt nhnh ca thng hiu Clear, c sn thng hiu trong tm tr

ngi tiu dng v mt lng khch hng ln.

C knh phn phi su rng, nhanh chng v l sn phm ca Unilever.

C cc maketer chuyn nghip, mi trng vn ho doanh nghip mnh, i

ng nhn vin tr thc v c tinh thn trch nhim v mc tiu chung ca cng ty,

c bit cc quan h vi cng chng rt c ch trng ti cng ty.

Gi c tng i chp nhn c, trong khi cht lng rt cao.

b. im yu.

L mt cng ty c ngun gc chu u nn nhiu chin lc qung b sn

phm ca Unilever cn cha ph hp vi vn ho ng.

Clear Men ch l thng hiu nhnh ca Clear, trong khi Unilever c rt nhiu

cc nhn du gi u ni ting khc tiu biu l Sunsilk.

Mi ngi quen thuc CLEAR l nhn hng ph thng, dng cho tt c mi

ngi nn rt kh nh v Clearmen l sn phm chuyn dng cho n ng

c. C hi.

Nam gii chim n xp x 50% dn s th gii cho nn y l mt th trng

rng ln khai thc.



10/28


n ng ngy cng ch trng hn vo vic chm sc cho bn thn do du

gi u dnh cho n ng s c ch n rt nhiu.

Clear Men i sau mt s thng hiu du gi u dnh cho n ng khc nn

t nhiu cng c c nhng kinh nghim thnh cng cng nh tht bi t pha ith.

d. Thch thc.

Tnh hnh kinh t th gii ang trong giai on kh khn v vy mi ngi u

hn ch chi tiu trong hu ht cc lnh vc.

Phi ng u vi nhiu i th nng k nh X-men, Romanno, Ramus

Mi trng kinh t ngy mt cnh tranh gay gt.

Cng chnh v i sau nn mt phn ln th phn thuc v cc i th itrc. Kh khn trong vic ginh git th phn v nh v trong tm tr ngi tiu

dng.

t c c s linh ng v phi tun theo chin lc ca ton khu vc a ra.

Vi phn tch swot trn th Clearmen ra i, Unilever bit tn dng

nhng c hi v thi c cho ra i sn phm trong mi trng cnh tranh, m

cng c nhiu nguy c v thch thc. Vy th Unilever lm nh th no s c

phn tch tip theo pha sau.



11/28


2. PHN TCH CHIN LC MARKETING CA SN

PHM CLEAR MEN.

2.1.Phn khc th trng ca Clear Men.

Unilever lun c coi l mt i gia trong lnh vc hng gia dng. Vichin dch bao ph ton din, Unilever c v nh mun c chim th trng Vit

Nam. Vi cc nhn hiu ni ting nh: Omo, Dove, Clear, Comfort, Sunsilk,

Lifebuoy, P/S cho thy khi Unilever tp trung tn cng vo mt th trng no

th u din ra mt cuc chin c lit. Clear Men l sn phm du gi u mi ca

Unilever, l sn phm tch ra t dng Clear chuyn tr gu v tp trung vo phn

khc cho nam.

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

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

& Shoulders v nng v bnh l hn mt cht l Nizoral. Thin v mi hng dnh

cho n, hu nh ch c Enchanteur ca Cng TNHH Unza lm ma lm gi. Sn

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

Gn y, phn khc ny ang b thu hp dn v thu nhp ca ngi dn ngy cng

kh hn.

Nh chng ta bit, tt c cc du gi u k trn u hng vo mt i

tng, l ph n. Tuy nhin, mt iu kh bt ng, ngi tiu dng li khng h

phn bit l sn phm du gi u dnh cho n, do , c nam gii, cng thng

s dng cc loi du gi u ny. Sau , trn th trng du gi nam xut hin

Romano ca Unza v dng sn phm X-men ca ICP. y l phn khc th trng

cn rt tim nng v mu m. Unilever gp thm mt ting ni trong th trng

du gi ginh cho nam.



12/28


2.2.Cc i th cnh tranh ca Clear Men.

a. Du gi u Romano.

Romano l mt sn phm c nh v theo phong

cch , c mi hng lng mn ca nhng chngtrai x Italia. Tuy nhin, iu kh khn y l

sn phm ny mt thi gian i cng vi sn

phm dnh cho ph n l Enchanteur. iu ny

khin sn phm mc d dnh cho nam gii nhng

khng c nam gii a chung.

b. X-men.X-men l mt sn phm ca ICP cng nh vo th

trng du gi ginh cho nam, ginh cho gii teen

v theo phong cch M. khi X-men c s tng

trng vt bc trn th trng du gi. Ti nm

2007 t ti 7,5% th phn ca ton th trng, v

60% th trng du gi dnh cho nam.

Tuy nhin trong cuc chin tip th ny th khngbit ai s hn ai v pha sau ca CLEARmen c mt hu thun rt t lc ca mt

i gia ln Unilever.

c. Head & Shoulders.

Trc khi Romano cng X-Men ra i,

c mt thi gian P&G tung ra mt loi sn

phm c gi l du gi u dnh cho nam

Head & Shoulders. Tuy nhin, v cuc chin

gia P&G v Unilever qu c lit, nn b

ng th trng ny mt thi gian.

Nhng cng v sau, i gia ny cng

thy vic b ng th trng ny l mt sai lm.



13/28


Th nn gn y, tip tc xut hin du gi u dnh cho nam mang nhn hiu

quen thuc ca Head & Shoulders.

2.3. Th trng mc tiu.

Th trng mc tiu ca Clear Men l nam

gii. Hnh nh ngi n ng ca Clear

Men l n ng thu hiu ph n, khc

vi hnh tng ngi n ng c bp, cu

ngi p ca X Men.

c im ca th trng du gi ginh cho

nam: y l mt th trng y tim nng,hin gi ch c nhng nhn hiu nh: Romano, X-men. X hi cng ngy cng pht

trin v nhu cu chm cht cho bn thn ca phi mnh tng cao, v mt sn phm

du gi ring th hin phong cch nam tnh p ng nhu cu.

2.4. nh v nhn hiu Clear Men.

nh v l vic cng ty khc ha vo tm tr khch hng mc tiu v v th,

n tng, cm nhn, lin tng hay hnh nh khc bit cho thng hiu mnh khc

vi i th cnh tranh.nh v thnh cng s to ra c nhng li th cho doanh nghip:

Bn c sn phm vi gi cao hn, li nhun nhiu hn.

C nhiu khch hng trung thnh hn v trung thnh mnh hn, nh

h t c xu hng chuyn i khi vng bng ca qung co hoc tng gi,

doanh nghip t tn chi ph cho qung co, khuyn mi.

Trung gian phn phi c nhu cu tr nhiu hng hn bn, quyn mc c

ca doanh nghipi vi trung gian phn phi do vy c nng cao.

Doanh nghip d trin khai vic m rng thng hiu cho nhng dng sn

phm khc.

L mt ti sn qu gi cho vic gp vn kinh doanh.



14/28


Clearmen l mt sn phm ca Unilever, m Unilever l mt thng hiu

c nh v trn th trng c khc vo trong tm thc ca mi ngi l mt

tp on v hng tiu dng, mt thng hiu mnh. Do vy ngi ta c th sn sng

chp nhn b ra s tin s dng sn phm ca tp on ny.Clearmen c li th t thng hiu ca Unilever, bn cnh l mt nhnh ca

Clear c thng hiu trn th trng nn vic nh v n c mt cht thun li

hn.

y Unilever nh v cho nhn hiu ny ca mnh nh th no?

Insight: phi c du gi dnh ring cho nam gii, m n phi th hin c

c tnh ring cho nam mnh m, phong cch, phi c s khc bit so vi sn phm

ca n. i tng nhm n l nam gii, tui t 18-45, c bit l nhng ngi

mun th hin mnh, to phong cch cho mi tc.

Li ch to nn phong cch mnh m, n tng, li cun, ngi n ng

thu hiu ph n, c bit l tr gu tn gc v to mi thm c bit cho phi

mnh, cng chnh l c tnh to nn tnh thuyt phc cho Clearmen i vi

khch hng mc tiu ca mnh.

Vi vic nh v nh vy cho Clearmen c g c bit v to c khc bitso vi i th cnh tranh ca n hay khng?

V ICP v UNZA cng nh v du gi ca mnh tng t nh vy. C th

ni rng CLearmen l n sau n cp tng nh v ca hai cng ty ny. Th

nhng vic lm ny c lm nn mt Clearmen trn th trng c hiu qu hay

khng?

Tht kh tr li cho cu tr li ny, theo kin ring ca nhm chng ti

th vic nh v nh vy nhm mc ch sau:

Unilever cng c sn phm dnh cho nam, trnh hin tng c quyn.

Khng nh Unilever khng chu thua km, th hin l mt tp on

mnh c th chin thng trong cuc cnh trnh m khng c cng im

xut pht.



15/28


Tuy nhin trong nh v ca Unilever c im khc bit l hnh nh ngi

n ng trong Clearmen khng ging vi i th ca mnh. Hnh nh men trong

Clearmen l ngi n ng thu hiu ph n. Vy vi cch nh v ny c em li

hiu qu g khng? y l iu m nhiu ngi ang mun bit nhng vn cha ccu tr li. Cu tr li phi ch i trong tng lai.

2.5. Chin lc nh gi du gi u Clear Men ca tp on Uniliver.

Gi c l s tin m khch hng tr cho mt sn phm hay dch v no ,

ng thi cng l s tin m khch hng i ly li ch nh vo vic s hu v s

dng sn phm hay dch v .

Gi c cng c vai tr quan trng em li doanh thu v li nhun cho cng

ty. Bn cnh l cng c cnh tranh rt sc bn bn cnh cc cng c khc nh:

cht lng, mu m kiu dng, iu kin giao hng v dch v sau khi bn hng.

ng thi gi c cng phn nh sc mua ca ng tin, ca quan h cung v cu, v

l n by ca vic qun l nn kinh t.

Vy vi vic tung du gi u Clear Men dnh cho nam gii (chng ta c th

nhn bit c ngay ci tn) mt nhnh ca du gi Clear mun hn so vi cc

n anh nh: X - Men, Romano, th tp on Uniliver nh gi cho Clear Mennh th no cnh tranh li vi cc i th rt mnh c c th phn rt ln nh

vy ri?



16/28


Sau y l nhn nh theo kin c nhn ca nhm thy nh sau:

Gi mt s loi du gi nam trn th trng (2009)Tn du gi Dung tch chai

(ml)

Gi

(VN)

Gi n v

(ng/ml)X-Men Sport 200 35000 175.00Coast Original Blue 236 25500 108.05Romano Pro Series 200 37000 185.00Romano Classic 200 34500 172.50CLEARmen cc loi 173 35000 202.31Hatrick 3-5-2 200 32000 160.00Racing 200 23700 118.50

* Gi tham kho ti siu th v trang web bn hng trc tuyn TFC, gi c

th khc nhau cc im bn khc nhau.

D Clear Men ra i mun hn nhng khng v vy m tp on Unilever

nh gi sn phm ca mnh thp hn so vi i th ca mnh c c th phn.

V thng thng vi sn phm mi ngi ta rt quan trng th phn s nhn bit

nhn ca mnh trong tm tr ca ngi tiu dng. Nhn vo bng s liu trn ta thy

rng gi ca Clear Men rt cao so vi cc i th ca mnh, mt chai du gi 173ml

gi 35000 ng, trong khi cung mc gi 35000 ng th chai du gi X-Men c thtch 200ml. Nhn vo bng trn phn gi n v (ng/ml) ta cng thy l Clear Men

nh gi cao 202.31/ml hn so vi cc i th ca mnh. Th th ti sao Unilever

li nh gi cho Clear Men nh vy trong khi ra i sau khng c tnh tin phong

nh ca X-Men v th phn ca X-Men ang rt cao, c ngi tiu dng khc ghi

vo tim ri?

Unilever s dng chin lc ht vng nhanh cho Clear Men: nh gi cao v

chi ph chiu th nhiu (phn ny s c phn tch phn sau). T u th Unilever

khng nh mnh trn th trng, ngi tiu dng Clear Men l mt nhn cao

cp dnh cho nam.

Theo nhm ti th vic nh gi cao ca Unilever cng c l do ca n:



17/28


Th nht l Unilever l mt tp on ln ni ting khp th gii, th vic

nh gi nh vy khng nh thng hiu tp on mnh, ng thi phn

khc ca Clear Men l nhng men c thu nhp cao. V Unilever l tp on

ton cu nn Clear Men khng phi dnh cho ring ngi Vit Nam, m l chin lc gi cho ton cu.

Th hai l v ra i sau mun cnh tranh vi hai anh ca mnh l X-Men v

Romano mt hng cao cp, gy nhiu, ginh th phn lm cho i th mnh

hoang mang lo s.

Th ba l Clear Men l mt nhnh ca Clear m Clear th c nh gi

cao t u nn Clear Men cng phi ging m ca n.

Th t l i cng vi nh gi cao l chin lc chiu th ln rm r, m

Unilever l mt tp on ln nht nh th gii c ngun ti chnh ln di do

c kh nng cnh tranh c ti cng vi ICP v UNZA.

Mc tiu nh gi Clear Men ca Unilever theo nhm ti th khng v mc tiu

doanh thu v li nhun, cng khng phi v th phn - nu v th phn phi nh gi

thp mi c nhiu ngi tiu dng mi c th phn. M ch yu y l cnh

tranh li ko khch hng mc tiu ca i th v vi mnh, nhng khch hng

tng b mnh v vi mnh, khng nh ng cp ca khch hng khi s dng du

gi u Clear Men ca Unilever.

2.6. Chin lc qung b (chiu th) du gi u Clear Men ca tp on

Unilever.

Chiu th l n lc ca cng ty nhm thng tin, thuyt phc, nhc nh khch

hng mua sn phm cng nh c nhn thc v c n tng tt vi cng ty v ccnhn hiu ca cng ty.

Vai tr ca chiu th:



18/28


Gip cho nh sn xut tiu th sn phm c nhanh chng nh kch thch

s ham mun mua hng ca khch hng thng qua hot ng cung cp thng

tin.

Gip thay i c cu tiu dng, kch thch to ra cc th hiu v nhu cu mi.

Gip nh sn xut gim bt c ri ro trong kinh doanh thng qua vic nm

bt nhanh thng tin th trng bi lc lng bn hng trc tip.

Gip khch hng v cc gii c n tng v hnh nh tt p v cng ty v

cc thng hiu ca cng ty.

2.6.1.Mc tiu qung b ca Unilever.

V l sn phm n sau nn mc ch:

u tin l nhm ngi tiu dng bit c s c mt ca Clear Men trn

th trng, nhn bit c Clearmen c tnh cng dng ca n.

Sau l kch thch, thuyt phc ngi tiu dng mua hng.

ng thi khch hng c th so snh vi cc sn phm ca i th cnh

tranh v la chn sn phm ca mnh.

Bn cnh na l lm lung lay i th cnh tranh ca mnh hoang mang lo s.

2.6.2. Cc cng c chiu th Clearmen.

Unilever cng s dng cc cng c chiu th ch yu sau:

Qung co (advertising)

Khuyn mi (sales promotion)

PR (public relation)

Cho v bn hng trc tip (personal selling)

Marketing trc tip (direct marketing)



19/28


y nhm chng ti khng phn tch tt c cc cng c chiu th ny m ch

nhn mnh vo qung co v PR.

2.6.2.1. Cc hnh thc qung co Clearmen.

Cc dng qung co m Unilever s

dng qung b cho Clear Men l qung

co trn tivi, bo tp ch, treo banner khp

cc ng ph.

Qung co Clear Men s dng hnh

nh ca Bi-Rain vi thng ip: Ti chn

Clear Ti l Rain, v trn tay cm chaidu gi u Clearmen. Ta c th thy nhiu show hnh ca Bi khp cc thnh

ph, v trong nhiu t bo tp ch v clip qung co trn nhiu knh truyn hnh ca

c nc Vit Nam.

y l hnh thc qung b ch yu nhm mc ch thng bo rng Clear

Men c mt trn th trng, trc khi c chin dch tung hng chnh thc, lm cho

ngi tiu dng bit v sn phm t m kch thch tnh mua hng ca khch hng

ngay khi tung sn phm.

Nhn thy c mt iu l Bi-Rain rt ni ting khp Chu , c

nhiu ph n yu thch v thn tng bi t cc b phim Hn tnh cm lng mn d

thng v i vo lng ngi xem, c bit l hnh nh chng ca s mnh m ht c

v iu rt p mainly nhiu ngi yu mn. C l, vic Unilever chn Rain

qung co cho nhn hng Clear ca h ti cc nc Chu l mt quyt nh rt

ng n v hnh nh Rain ti cc nc ny lun l mt trong cc hnh nh c

broadcast nhiu nht, c chuyn cho nhau xem nhiu nht, v Rain lun l mt

trong cc ti c bn lun nhiu nht. Do vy vic s dng Bi s gip cho

ngi ta nh nhiu n Clear Men.



20/28


i vi cc nc khc Chu nh Nht, Hn, i Loan, Trung Quc,

th c th thy rng Unilever rt thng minh khi s dng hnh nh Bi cho sn phm

mi ny.

Tuy nhin i vi Vit Nam th sao, mt th trng canh tranh gay gt, vUnilever khng phi l ngi tin phong trong sn phm ny, m trc n c X-

Men v Romano mi ngi quen vi hnh nh nam tnh mnh m ri. V li hnh

nh Bi Vit Nam c bit n ch yu l qua phim vi t cch l din vin nhiu

hn l ca s. Phim Hn th Vit Nam ch yu l cc b cc c coi nhiu hn, trong

khi Clear Men sn phm dnh cho nam, hu ht boy v men Vit Nam khng c ai

xem. iu ng ch na l boy v men nc mnh li khng mun ging nh

men Hn nh vy, nn vic thuyt phc h xi sn phm ca Unilever rt l kh

khn. Th th chin lc ny c ph hp vi Vit Nam ca Unilever?

Theo b Nguyn Xun Linh Trang, Gim c Cao cp Nhn hiu Clear

Unilever Vit Nam th vic chn Bi l rt ph hp v chin lc ca Uniliver l

ton khu vc ch khng dnh ring cho Vit Nam, v mc tiu kinh doanh ca

Unilever l di hn ch khng phi trong ngn hn.

Qu tht l ng nh li b Trang ni chin lc ca h l khng sai lm,vn vi hnh nh Bi-Rain , bit c s khc bit so vi cc nc khc trong

khu vc Chu , Unilever tin hnh c nhng bc iu chnh trong chin lc

qung b ca mnh. Hnh nh m Uniliver to cho Clear Men l ngi n ng

thu hiu ph n, v khc hn vi hnh nh ngi n ng mnh m c bp cu

ngi p ca i th mnh.

V vy m mc tiu qung co ca Uniliver Vit Nam l nhm vo ph n

ch khng phi l nam gii nh nhiu ngi ngh. H nh nhng ngi ph n

ny thuyt phc i tng khch hng ca sn phm h tiu dng, khi dng quen

ri h s l nhng khch hng trung thnh ca nhn hiu mnh. Uniliver s dng

chin lc rt thng minh, h khng thuyt phc trc tip khch hng mc tiu ca

nhn mnh m l gin tip thng qua nhng ngi ph n. Nhng ngi ph n



21/28


ny, h c th l ngi thn, ngi yu ca cc boy v men m Clear Men nhm

ti.

Ta c th thy c trong chin

dch tung hng Clear Men km vichng trnh qu tng yu thng-

mt chin dch tn rt nhiu chi ph-

thuyt phc khch hng mc tiu ca

mnh xi nhn hiu ca mnh(c

phn tch trong chin lc tung hng

v phn phi),va nh vo kha cnh

tm l ca cc anh, bt cc anh

phi dng sn phm (d cc anh khng thch lm), va gy c thin cm t cc

ch, quan trng l vi thng ip chnh ca chng trnh Anh mi l thn tng

ca em, th cc anh mi tnh gic v nhn ra rng , mnh mi l thn tng ca

c nng, ch khng phi l Rain kia, t cc anh s c xu hng trung thnh vi

thng hiu Clear Men hn, v cao mnh m, bn cnh cn c s dng

sampling km trong cc sn phm bn cho ph n na.

Trn y l phn tch v qung co Clear Men mc ch ch yu l khch

hng nhn bit Clear Men v dng th sn phm ca mnh.

Khi t c mc tiu ny th duy tr nhn hiu ca mnh v tng cng

nhn mnh trn th trng Uniliver s dng phng thc Pr.



22/28


2.6.2.2. Hot ng PR ca Clearmen.

T khi c mt trn th trng n nay th hot ng PR ch yu ca nhn

ny l ti tr cho chng trnh Vietnam idol. y l chng trnh gii tr thu ht

nhiu thanh thiu nin tr trung, c tnhn rt ph hp vi Clear Men.

Do vy m Unilever ly nhn Clear Men ti tr chng trnh ny l hon

ton hp l, ph hp vi phn khc v mc tiu ca cng ty.

Nhn khng kh nng bng ca Vietnam Idol

vng Gala, Clear t chc mt chng trnh

khuyn mi v cng hp dn ti cc siu th trong

c nc.

Cc bn mua 1 chai du gi Clear 380g hoc

650g ti cc siu th trong c nc s c tng 1

chai Clear Men phin bn Vietnam Idol c bit

(thi gian t 1/12/2008 n khi ht qu tng).

Vi mi ho n mua du gi Clear t

140.000VN tr ln ti cc siu th trong c nc, cc bn s c tng mt chicti Vietnam Idol c tnh ti cc quy i qu trong siu th (thi gian t 1/12/2008

n 31/12/2008).

c bit, t ngy 1/12/2008 n 17/1/2009, BIT I CLEARti H Ni

v thnh ph H Ch Minh s i khp ni SN LNG cc bn eo ti Vietnam

Idol. Nu c BIT I CLEAR BT GP, ch nhn ca nhng chic ti

Vietnam Idol s c tng ngay mt Ipod Shuffle 1GB snh iu. V vy, hy

nhanh chn s hu mt chic ti Vietnam Idol v eo ti mi lc, mi ni, bn c

c hi nhn c Ipod t BIT I CLEAR.

C th ni Unilever to cho nhn hiu Clear Men mt v tr nht nh trn

th trng, nhanh chng thuyt phc ngi tiu dng chp nhn sn phm v tiu

dng Clearmen v c c mt th phn ng k trong thi gian ngn Vit Nam.



23/28


ng thi lm st gim th phn ca i th cnh tranh y l X-Men, th phn X-

Men gim ngay sau khi Clear Men c mt trn th trng.

Theo s liu trn trang web openshare.com.vn th Uniliver s dng hn

triu la M cho chin dch qung b Clear Men ch ring Vit Nam thi. yqu l mt con s khng nh lc no, vy th vi s tin b ra nh vy th Uniliver

thnh cng cho vic qung b Clear Men hay khng?

Theo nhm nh gi th Unilever rt thnh cng, d l c nhng khuyt

nhng m tp on ny bit cch khc phc, c th ni l Clear Men i vo

lng ca ngi tiu dng - y l thnh cng bc u ri, t c mc tiu ban

u ra ca Uniliver.

iu m nhm nh gi l chin lc marketing ca Unilever, c th ni l

rt hay - bc u t c mc tiu ban u khi tung sn phm. Tuy nhin cn ni

v hiu qu th by gi cha th ni c, phi thi gian na mi bit c.

Hin ti th Xmen v Romano vn ng du, tuy nhin cng c s st gim th phn

t khi c mt ca Clearmen trn th trng.

2.7. Chin lc tung hng v phn phi sn phm.

Chin lc tung hng l mt phn rt quan trng cho cng ty a sn

phm ca mnh n ngi tiu dng, sau khi c nhiu qung co gii thiu nhn

hiu thng qua nhiu knh qung b khc nhau.

T mu sc n hnh nh ca Clear Men c xy dng rt Pro. Clear Men

c u i tuyt i bng nhng khon chi cho cc chin dch Marketing khng l

vi li th ca mt i gia.

Unilever s dng event rt honh trng thuyt phc c cc nh bun

bn s l chp nhn sn phm y chng ra th trng p ng cho khch

hng mc tiu ca nhn hiu.

Hai event ln si ni vo thi im tung hng l chng trnh m hi

Clearmen v qu tng yu thng.



24/28


Chng trnh m hi Clear Men c chm cht rt cng phu, honh

trng, si ng, thu ht rt nhiu nam n thanh nin n vi chng trnh, c

qung co rm r trn bo ch, banner, treo khp cc ng ph thnh ph H Ch

Minh v li n tng tt. Chng trnh c t chc nh vn ha thanh ninthu ht rt nhiu ngi quan tm n vi chng trnh, c bit l khch hng mc

tiu ca Clearmen rt nhiu, v n em li mt hiu ng tt cho Clearmen.

C th ni l trong phn khc th trng du gi dnh cho nam, Clear Men

ni ln rt nhanh vi nh v cao cp v vi mt function lun l u th ca cc sn

phm Clear, tr gu hiu qu.

Nm 2008, chin lc ca Clearmen lc ny vn l lm cho ngi tiu dng

c nhn thc v sn phm v tng cng word-of-mouth v mnh, ngoi cc knhqung co truyn thng nh bo, TV, banner, Clear Men c ng thi ch trng

vo vic pht mu th (sampling) hn cho ngi tiu dng. Clearmen tung ra

chng trnh sampling ca mnh hon ton mi, khng phi l tng cc gi nh na,

cng khng dng mt i ng tip th n pht qu ti nh na.

Clearmen chu chi khi t chc chng trnh Qu tng yu thng,

to iu kin cho ph n tng qu cho ngi mnh yu thng. Mn qu s l mt

chai Clearmen, v c km theo li nhn nh t pha ngi gi, hiu qu hn s caohn v y l qu tng t ngi ph n, ch khng phi l Hng khuyn mi,

khng c bn. Ngi c tng qu s cm thy c trn trng, t s to n

tng tt v thng hiu ln Clearmen. y l mt chng trnh khuyn khch

khch hng mc tiu chp nhn xi sn phm ca Unilever, mt chng trnh rt tt

v thng minh tung sn phm ln u tin ra th trng, m li l sn phm ra

i sau. Chng trnh ny ra i kt hp vi chin lc nh v men ca Clearmen

ngi n ng thu hiu ph n. V kt qu sau chng trnh ny l rt tt y

kh quan, s lng ngi chu s dng sn phm tng ln.

Bn cnh cn nhiu chng trnh khuyn mi km theo khuyn khch vic

s dng chp nhn Clearmen. V d nh: tng km mu nh trong cc sn phm

dnh cho ph n ca Unilever.



25/28


Nhn thy mt iu l ngoi vic s dng cc chiu thc tung hng truyn

thng th c kt hp sng to ca Unilever na, n khc phc c nhng yu

im ca cch thc truyn thng v t c mt s mc tiu ra ca cng ty.

Vi hai s kin ln to mt lc y ln cho sn phm mnh ra thtrng, thu ht c nhiu trung gian phn phi chu chp nhn Clearmen y

chng ra th trng.

V ti by gi, to cho Clearmen c c mt th phn, ang ui st vi

X-Men, v gp i Romano.

Nm nay Clear Men vn uc u t mnh khu qung co v tip th, dn

khng nh th ng trn th trng.

2.7.1. Knh phn phi.Unilever l mt tp on ln, ng thi c c th phn ln Vit Nam, c

c mt h thng phn phi tt v c xy dng rt lu vng chc nn y l

mt li th m Clearmen khi tung ra th trng.

Cc knh phn phi ca Unilever ch yu qua khu trung gian cc i l,

nh bn s, bn l trong c nc. N c Unilever xy dng v y l li th

cho Clearmen. Clear Men c phn phi vo h thng cc siu th cng nh cc

nh bn l khc, ng thi cn c h thng bn hng thng qua mng internet, ngymt i su vo th trng ngi tiu dng.

c li th ny nn Clearmen tung ra v c khch hng mc tiu chp

nhn l c ngay p ng nhu cu. y l im m i th cnh tranh ca n kh

c th tranh li. Kt hp vi chin lc tung hng trn to cho Clearmen t

c mt s mc tiu nht nh ban u.

2.7.2. Th phn ca Clear Men.

Mc d ra i sau X-men v Romano nhng Clear Men pht trin vi tc

cc k nhanh chng, dn dn tr thnh i th cnh tranh nng k ca X-men v

vt qua Romano ca Unza c v th phn ln doanh thu.

Vi li th xut thn t tp on Unilever mt tp on chuyn v hng gia

dng ni ting trn th gii, v l mt nhnh ca nhn hng Clear c th phn ln



26/28


nht hin nay 18.7% (nm 2008) v mc u t cho qung co l rt ln 4.71 triu

USD (nm 2007), r rng Clear Men c mt li th cc k ln trong vn cnh

tranh ginh th phn.

Thng 4 nm 2007, th phn ca Clear Men t hn 2.7%, so vi X-Men7.5% v Romano t 2.9%, n nm 2008 th phn ca Clear men t trn mc

6.5% xp x X-men v gp i Romano.

Th phn tng hn gp i m Clear men t c l nh vo chin dch

qu tng yu thng vi i s thng hiu l Bi Rain to mt cn lc mang m

iu CLEAR khp Bc, Trung, Nam.



27/28


KT LUN

Ra i cha y 2 nm nhng Clear Men mt phn thc hin c

mc tiu m Unilever ra l chim gi th phn trn th trng du gi dnhcho nam. Vi nhng chin lc marketing honh trng v sng to, Clear Men

thc s nh v c trong lng ngi tiu dng y l mt sn phm tr gu

ginh cho nam gii. Thc s tr li cho cu hi Clear Men v X-men ai l

ngi chin thng thc s l mt iu cc k kh. Nhng mt iu chc chn

y l i dng xanh dnh cho du gi nam thc s b nhum .



28/28


TI LIU THAM KHO

http://www.diendankinhte.info/forum/index.php?

showtopic=5549//www.lantabrand.com/cat1news4634.html

http://diendan.chienluoc.com/index.php?topic=922.0

http://www.massogroup.com/cms/content/view/4857/291/lang,en/

http://www.openshare.com.vn/community/diem-tin-thi-truong/6337-

clearmen-khi http://www.vn8x.com/Default.aspx?tabid=55&newsid=6220-

nguoi-khong-lo-thuc-giac/
http://www.diendankinhte.info/forum/index.php?showtopic=5549//www.lantabrand.com/cat1news4634.htmlhttp://www.diendankinhte.info/forum/index.php?showtopic=5549//www.lantabrand.com/cat1news4634.htmlhttp://diendan.chienluoc.com/index.php?topic=922.0http://www.massogroup.com/cms/content/view/4857/291/lang,en/http://www.openshare.com.vn/community/diem-tin-thi-truong/6337-clearmen-khi-nguoi-khong-lo-thuc-giac/http://www.openshare.com.vn/community/diem-tin-thi-truong/6337-clearmen-khi-nguoi-khong-lo-thuc-giac/http://www.openshare.com.vn/community/diem-tin-thi-truong/6337-clearmen-khi-nguoi-khong-lo-thuc-giac/http://www.diendankinhte.info/forum/index.php?showtopic=5549//www.lantabrand.com/cat1news4634.htmlhttp://www.diendankinhte.info/forum/index.php?showtopic=5549//www.lantabrand.com/cat1news4634.htmlhttp://diendan.chienluoc.com/index.php?topic=922.0http://www.massogroup.com/cms/content/view/4857/291/lang,en/http://www.openshare.com.vn/community/diem-tin-thi-truong/6337-clearmen-khi-nguoi-khong-lo-thuc-giac/http://www.openshare.com.vn/community/diem-tin-thi-truong/6337-clearmen-khi-nguoi-khong-lo-thuc-giac/http://www.openshare.com.vn/community/diem-tin-thi-truong/6337-clearmen-khi-nguoi-khong-lo-thuc-giac/

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