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DANH SCH THNH VIN NHM 9

1. 2. 3. 4. 5. 6. 7. 8. 9. Vng A Sng T Vn Quyt H Vn Gii c Tam Nguyn Thy Tin Vn Th Tng My Nguyn Th Thu Thy Nguyn Th Minh Th L Th Oanh Kiu

Ni Dung Trnh By
I . Mt s khi nim v v d II. Gii thiu v cng ty v sn phm III . Kt qu nghin cu v so snh IV. Kt lun

I . MT S KHI NIM V V D
1. Qung co l g ???

QUNG CO ???

Qung co l hnh thc tuyn truyn, gii thiu thng tin v sn phm, dch v ,cng ty hay tng. Qung co l mt hnh thc truyn thng c tr tin thc hin.

Qung co l nhng n lc nhm tc ng ti hnh vi, thi quen mua hng ca ngi tiu dng hay khch hng

Thng ip qung co c th c chuyn n khch hng bng nhiu phng tin truyn thng khc nhau.

V d : Vi qung co bia Heineken Mt anh chng to cao i vo siu th, thy 1 c gi xinh xn ang nhy vi trn cao ly lc bia Heineken.

Thng ip: s hp dn ca loi bia ny... n ni m ngi n ng sn sng i ly lng t trng kiu hnh t s galng c c.

Hin nay bn c th nhn thy tit mc qung co ca Heineken rt hay, h em s am m ca mi phi ra so snh .. i vi n l trang sc - nc hoa - qun o ... Nhng vi nam th .............. ohhhhhhhhhhhhhhhh. 1 kho bia Heineken.

2. Nhn bit
Sn phm

S dng

gi

Mua Khi no

Mua u

V d : xe Air Blade ca hng HonDa

Bit v sn phm : li ch, tnh nng, nhn hiu Bit gi : t , r , bng gi Bit mua u : i l , ca hng . Bit mua khi no : xem xt gi c, chng trnh khuyn mi Bit s dng : cc hng dn, ch dn s dng sn phm c hiu qu .

II. Gii Thiu V Cng Ty V Sn Phm

 Tp on Unilever : Unilever Vit Nam l mt chi nhnh thuc tp on Unilever ca Anh v H Lan. y l mt trong nhng tp on a quc gia hng u th gii chuyn sn xut v kinh doanh cc mt hng tiu dng nhanh, cc sn phm chm sc v sinh c nhn v gia nh trn hn 160 quc gia. Tp on Unilever bt u hot ng ti Vit Nam t nm 1995 vi tng s vn u t khong 181 triu USD chuyn sn xut cc mt hng ho m phm chm sc gia nh, chm sc c nhn, ( Ngun : hoilhpn.org.vn)

 Tp on P&G : P&G( Procter & Gamble Co)c thnh lp vo ngy 31 thng 10 nm 1837, do ng William Procter v ng James Gambler cng nhau sng lp. t tr s ti qun trung tm Cincinnati, Ohio (M) P&G hin c ti sn tr gi gn 54 t USD vi 110.000 nhn vin ti gn 80 nc trn th gii.(s liu ngy 16/01/2013, ngun : http://svjob.net ) P&G l nh sn xut hng u th gii v cc loi x phng, nc tm, nc gi u v cc sn phm tiu dng tng t.

Sn phm : Comfort tinh du thm v Downy hng nc hoa c s dng rng ri ti cc nc pht trin chu u, chu M t u th k 20 n nay, nc x vi mi vi hng thm lan ta vi cng thc v quy trnh sn xut c bit nghim ngt

ang c xem l xu hng mi ca cc b ni tr Vit Nam khi p ng trn vn cc yu t: gi qun o bn p, thm lu, tit kim thi gian, an ton cho da v bo v mi trng.

CLIP QUNG CO

III. Kt qu nghin cu v so snh

1. Bit v sn phm Bit v tn ca sn phm

10%

13.33%

c khng
90% 86.67%

Comfort

Downy

Ngi tiu dng bit n comfort nhiu hn downy do :

Sn phm comfort c mt u tin trn th trng v lun i trc, Qung co hp dn, din bin bt ng (gia nh vi ) , Hnh nh th v , k l, sn phm c mt sm trn th trng.

 Bit v mi hng
Say m Tinh t
40
40.00% 30.00%

Th gin khc

Sc ht
40

am m

Th ngy

30 20

40% 30%

30 16.67

20.00% 10.00% 0.00%

10

20% 10% 0%

Comfort

Downy

Mc d khch hng bit n sn phm comfort nhiu hn nhng nhn bit v mi hng ca sn phm li t hn so vi downy : Dng sn phm comfort c nhiu mi hng vi cc mc gi khc nhau, cho nn khch hng c nhiu s la chn , a s ch ch trng gi c, t bit n mi hng ca sn phm. Dng downy qung co gn nh cng lc 2 mi hng ca sn phm, do khch hng nhn bit nhiu (am m v sc ht) cn dng th ngy xut hin sau cho nn lng khch hng nhn bit t hn.

 Mu sc ca bao b, ng gi
Vng Hng en Tm Khc

Tm

Trng Hng

khc

10%

23.33%
50% 20% 13.34% 20%

23.33%

40%

Comfort

Downy

Comfort: Do tc ng ca qung co (gn nh 1 th gii mu vng) cho nn a s khch hng u nhn bit mu sc ca bao b l mu vng, do c nhiu mu sc cho nn vic nhn bit cng tr nn kh khn i vi khch hng so vi trc y (mu xanh nc bin m) Downy: 2 mu ch yu l tm v gip cho khch hng d nhn bit hn so vi trc (mu xanh nht).

 Th tch ph bin
6.67% 13.33%
25ml 400ml 800ml 1.8 Lt Khc

10% 30% 40%

Vi comfort th vic to ra sn phm vi nhiu th tch khc nhau c th gip khch hng d dng chn la v so snh

10%
25ml 900ml 1.8 lt khc

10% 60%

20%

Vi downy th th tch 900ml l s la chn tt nht, khng nh comfort vi 400ml, 800ml

Qua phn tm hiu trn cho thy s ngi nhn bit r v y cc thng tin v 2 sn phm kh cao, tuy nhin, trong nhng ngi bit n sn phm th khng phi mi ngi tr li u bit n cc yu t v sn phm, c ngi tr li ch bit n tn sn phm. V vy, trong cc qung co ca mnh, doanh nghip cn phi c nhiu phng php gia tng hiu bit ca khch hng v sn Phm ca mnh.

2. Bit gi Bit gi ca sn phm cng l mt tiu thc tt nh gi mc nhn bit ca khch hng, thng th cc qung co trn TV ch yu a cc thng tin v sn phm, tnh nng cng nh li ch ca sn phm, rt t khi a thng tin v gi c hoc ch a ra mc gi dng th tm hiu phn ng ca ngi tiu dng. Bit gi mt cch tng i hay tuyt i v so snh gia cc sn phm s l mt c s tt khch hng la chn cc sn phm. Hin nay trn th trng th gi trung bnh ca 1 chai Comfort tinh du thm 800ml c gi l 54500 ng v a s ngi tiu dng u hi lng v nhn bit c gi c ca loi sn phm ny , tng t i vi Downy hng nc hoa cng vy , chai 900ml c gi l 63100 ng v khch hng cng nhn bit y v gi cc sn phm cng dng .

3. Yu t vt tri ca sn phm
6.67% 20%
Mi thm lu

16.67%

10% 60% 10%

An ton cho da Gi X sch x phng

60%
16.67%

Comfort

Downy

Do khch hng tiu dng cc sn phm trc ca 2 dng sn phm ny cho nn vic nhn bit nhng tnh nng vt tri ca 2 sn phm chnh lch ko cao v 1 tnh nng mi nht vt tri l kh nng lu gi mi hng trn o qun ca 2 sn phm, khch hng nh gi rt cao.

4. Mc ch s dng sn phm
50% 45% 40% 35% 30% 25% 20% 15% 10% 5% 0%

Tit kim thi gian

Bo v da tay

Lm o qun thm lu

Lm mm vi

60% 50% 40% 30% 20% 10% 0% Tit kim thi gian Bo v da tay Lm o qun thm lu Lm mm vi

Vi cng ngh tin tin lu hng v ta hng khi c ng th vic khch hng s dng sn phm lm o qun thm lu l vic d hiu. Tuy nhin, vi nhiu event qung co rm r, mi hng tinh t th nhng khch hng ca Downy a s u s dng sn phm ng nh mong i ca cng ty.

 Nhn bit thng hiu

42.5% Comfort Downy 57.5%

C th thy rng, qua iu tra v tng hp s liu trong thc tin, khi c hi v nhn hiu nc x vi u tin m ngi tiu dng ngh n chnh l Downy v Comfort, trong Comfort c bit n nhiu hn. C th ni, Downy v Comfort rt thnh cng trong vic nh v sn phm ca mnh vo suy ngh ca ngi dn Vit Nam.

Nhn xt : qua kt qu iu tra cho thy

Mc d comfort c li th l ngi i trc, lun n u cng ngh, tuy nhin Downy cng khng h km lun bit ci tin sn phm, t chc nhiu s kin c th cnh tranh vi i th i trc.
Unilever phn phi c v nh bao trm. H thng nhn din sn phm ca Unilever vn ang tt hn P&G. C hai cng ty u u t cho vic tip th sn phm, gii thiu sn phm v qu tng, khuyn mi rt tt cho Comfort v Downy.

IV. Kt lun Qua nghin cu nhn bit ca khch hng v sn phm ca 2 thng hiu gip ta c ci nhn c th hn v tnh hnh tiu dng ca khch hng, nhng hiu bit ca khch hng v sn phm, thng hiu, lng tin ca khch hng i vi doanh nghip. ng thi, l nhng kin qu bu i vi doanh nghip trong vic tip cn ngi tiu dng, th hin kh nng cnh tranh ca doanh nghip trn th trng. Nghin cu trn cng l c s doanh nghip c th m rng th trng v to ra nhiu sn phm mi ph hp vi yu cu ca khch hng.

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