QC OMO - Nivea

8/2/2019 QC OMO - Nivea

1/20

MARKETING GVBM: Trn Th Ngc Qunh

LI M AU

Thn cho c v cc bn!

Cnh tranh trn th trng ngy cng tr nn quyt lit, tn ti v ng vng trn

th trng, mi doanh nghip phi c nhng chin lc c th. Trong , chin lc qung

co cng l mt yu t c cc doanh nghip quan tm.

Qung co lun l cng c quan trng i vi nh sn xut sn phm khi mun a

sn phm ca mnh ra th trng, l mt trong cc vn ng vai tr quan trng trong s

pht trin ca mt cng ty, doanh nghip hay thm ch l ca mt ca hng Ngi tiu

dng ngoi vic mun s dng sn phm ni dung c cht lng tt cng mun sn phm

c hnh thc bn ngoi p l mt. Qung co chnh l cu ni gia ngi tiu dng vi sn

phm ca doanh nghip. Qung co tt s em li nhiu li ch to ln v ngc li. Cng

chnh v vy m khng ngc nhin khi hng nm cc doanh nghip u t rt nhiu vo

vn ny. Tuy nhin, khng phi s u t vo qung co ca doanh nghip lc no cng

thnh cng. Lm sao c th c c mt qung co thnh cng v lm sao trnh khi

nhng qung co dn n tht bi cho mt doanh nghip?

lm r vn ny, nhm chng ti nghin cu v thc hin ti: V d thc

t v vic doanh nghip thc hin thnh cng v khng thnh cng chin lc qung

co m anh/ ch tm t nht. Hy phn tch s thnh cng, tht bi ca chin lc y.

Trong qu trnh thc hin ti khng trnh khi nhiu sai st chng ti mong nhn c

s gp ca c v cc bn tiu lun hon thin hn.

Chn thnh cm n!

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MUC LUC

PHN I. S LC V QUNG CO...............................................................3I. Qung co l g?...............................................................................................3

II. Cc loi hnh qung co ph bin...................................................................3

III. Cc phng tin qung co...........................................................................5

IV. Tm quan trng ca qung co.....................................................................5

V. Nguyn tc 5M trong qung co.....................................................................8

PHN II. CHIN LC QUNG CO THNH CNG CA OMO.........10

1. Yu t vn ha...............................................................................................11

2. Yu t thng ip..........................................................................................12

3. Yu t phng tin truyn thng...................................................................14

4. Yu t hnh nh, m thanh.............................................................................15

PHN III. THT BI TRONG QUNG CO CA NIVEA........................17

LI KT..............................................................................................................20

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PHN I: S LC V QUNG CO

I. QUNG CO L G?Qung co l hnh thc tuyn truyn, gii thiu thng tin v sn phm, dch v, cng

ty hay tng.

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

tiu dng hay khch hng bng cch cung cp nhng thng ip bn hng theo cch thuyt

phc v sn phm hay dch v ca ngi bn.

Hin Vit Nam cn rt him nhng trang qung co gin tip. y l hnh thc qung

co m ngi thc hin ng vai tr trung gian cung cp thng ip qung co t nh snxut, cung ng (cc cng ty bn sn phm) ti ngi tiu dng. Qung co gin tip y

c th v d nh Adsense ca Google hay l Adbride...

Vy lm th no phn bit gia qung co vi cc hnh thc truyn thng khc?

Ngi ta da trn 6 yu tsau xc nh qung co:

1. Qung co l mt hnh thc truyn thng c tr tin thc hin.

2. Ngi chi tr cho ni dung qung co l mt tc nhn c xc nh.

3. Ni dung qung co nhm thuyt phc hoc to nh hng tc ng vo ngimua hng.

4. Thng ip qung co c th c chuyn n khch hng bng nhiu phng tin

truyn thng khc nhau.

5. Qung co tip cn n mt i b phn khch hng tim nng.

6. Qung co l mt hot ng truyn thng marketing phi c th

II. CC LOI HNH QUNG CO PH BIN

1. Qung co thng hiu ( Brand Advertising )

Qung co xy dng thng hiu nhm xy dng mt hnh nh hay s nhn bit v

mt thng hiu v lu di. Ni dung qung co ny thng rt n gin v ch nhn mnh

vo thng hiu l chnh.

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http://www.vnecon.com/autolink.php?id=13&forumid=119&script=showthreadhttp://www.vnecon.com/autolink.php?id=13&forumid=119&script=showthread


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2. Qung co a phng ( Local Advertising )

Qung co a phng ch yu thng bo n khch hng rng sn phm ang c mt

ti mt im bn hng no nhm li ko khch hng n ca hng. (nh qung co khai

trng ca hng hay qung co ca cc siu th).3. Qung co chnh tr ( Political Advertising )

Chnh tr gia thng lm qung co thuyt phc c tri b phiu cho mnh hoc ng

h chnh kin, tng ca minh. Cc chin dnh vn ng tranh c tng thng M l mt

v d in hnh.

4. Qung co hng dn ( Directory Advertising )

y l hnh thc qung co nhm hng dn khc hng lm th no mua mt sn

phm hoc dch v. (chng hn nh nin gim nhng trang vng).5. Qung co phn hi trc tip ( Direct-respond Advertising )

Hnh thc qung co ny nhm bn hng mt cch trc tip, khch hng mua sn

phm ch vic gi in thoi hoc email, sn phm s c giao n tn ni.

6. Qung co th trng doanh nghip ( Business-to-business Advertising )

Loi hnh qung co ny ch nhm vo khch mua hng l doanh nghip, cng ty ch

khng phi l ngi tiu dng. Chng hn nh qung co cc sn phm l nguyn liu sn

xut, hoc cc sn phm ch dng trong vn phng nh my.7. Qung co hnh nh cng ty ( Institution Advertising )

Loi hnh qung co ny nhm xy dng s nhn bit v mt t chc, hay thu phc

cm tnh hay s ng h ca qung chng i vi mt cng ty, t chc. (chng hn nh

qung co ca cc t chc thuc lin hp quc, hay qung co ca cc cng ty sn xut

thuc l nhm lm cho hnh nh cng ty mnh thn thin vi cng chng hn)

8. Qung co dch v cng ch ( Public Service Advertising )

Thng l qung co h tr cho cc chng trnh, chin dch ca chnh ph (nh sinh

k hoch, an ton giao thng ...)

9. Qung co tng tc ( Interact Advertising )

y ch yu l cc hot ng qung co bng internet nhm n c nhn ngi tiu

dng. Thng ngi tiu dng s tr li bng cch click vo qung co hoc ch l i.

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III. CC PHNG TIN QUNG CO

1. Qung co thng qua cc phng tin thng tin i chng nh:

Truyn hnh

Bo ch Internet

Pht thanh

2. Qung co qua bu in.

3. Qung co trn t ri, p phch, pano hay bng-rn.

4. Qung co trn bao b sn phm.

5. Qung co truyn ming: y l hnh thc qung co m hu ht nh qung co

mun thc hin c v hiu qu ln cng nh vic khng phi u t chi ph. Tuy

nhin h ch c th t c trong qu trnh cung cp sn phm, dch v ra th

trng vi uy tn v cht lng tt.

IV. TM QUAN TRNG CA QUNG CO

Trong cc loi hnh truyn thng marketing nh khuyn mi (sales promotion), quan

h cng chng (public relations), bn hng c nhn (personal selling), tip th trc tip

(direct marketing), t chc s kin (events), truyn thng ti im bn hng (POS), truyn

thng in t (e-communication) ... Qung co l mt hnh thc truyn thng marketing

hu hiu nht. t lu chin lc qung co c xem l th mnh thnh cng trong

kinh doanh.

Cng vi s pht trin ca x hi ngy nay, qung co l mt trong nhng nhu cu v

phng tin ht sc cn thit trong qu trnh hnh thnh, pht trin v tn ti ca mt sn

phm ni ring v ca mt doanh nghip ni chung. Nh vo qung co m c th gip chonh sn xut to ra nhu cu i vi sn phm, tng sc mua, nng cao th phn cho cc

doanh nghip.Thng tin nhanh chng cho th trng v c im, tnh nng ca sn phm.

Gp phn h tr cho vic bn hng, gim chi ph phn phi v khch hng t tm n sn

phm l chnh. Trang b cho khch hng nhng kin thc tt nht la chn sn phm

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cho ph hp vi nhu cu ca mnh. Tng gi thnh sn phm m khch hng vn vui lng

chi tr v n gip cho khch hng tin tng vo cht lng sn phm v yn tm hn khi

s dng. iu ny lm tng doanh thu v c nhiu khch hng bit n v la chn.

Qung co kch thch nhu cu tiu th sn phm, lm tng th phn giai on phttrin bo v th phn khi th trng n nh.

biu 1.1 : V tr ca qung co trong qu trnh tip th hin i

Giai on 1) S

Mnh

2) Mc

ch

3) Chin

Lc

4) Chin

Thut

5) Thc

Hin

6) Kim

Sot

Ni

Dung

Xc nh

vn ha x

nghip, l

tng ca

x nghip

nh mc

ch l thu

li nhun

hay chim

th phn

a) iu Tra

b) T Phn

Th Trng

c) Chn

ch Ngm

d) nh V

Tr

a) Thng

Phm

b) Gi C

c)Phn Phi

d)Qung

Co (k c

truyn hnh)

Chp

Hnh

Kim tra v

sa cha

nu cn thit

Theo Hattori Kiyoshi (trongKokoku Zuno, 1996)

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Qung co l mt mt xch trong tin trnh marketing v l cng c quan trng

truyn t thng ip thng hiu n ngi tiu dng. Thch thc ln nht vi ngi lm

qung co l liu thng ip mnh a ra c hiu qu, c tc ng n nhn thc, tim thc

ca ngi tiu dng, dn dt ngi ta n mua hng ca mnh hay khng? Lm th no gys ch , khin ngi tiu dng nh ngay n thng hiu ca mnh gia mt rng qung

co?

Tc dng ca qung co i vi doanh nghip bn

Qung co c th gip doanh nghip theo nhiu cch:

Cung cp thng tin gip khch hng lin h vi doanh nghip

Gp phn vo tng doanh s hoc th phn bng cch cung cp thng tin v snphm hoc dch v cho khch hng

Thng bo cho khch hng mi thay i nh ci tin cht lng dch v khch hng

hoc a ra sn phm mi

Thng bo cho mi ngi v nhng sn phm c o hoc li ch c th m sn

phm ca bn mang li

Thc hin cc hnh ng c th nh mi khch hng ti doanh nghip hoc mi

khch hng mua sn phm vi mc chit khu 20.000 theo coupon vo u thng sauNng cao nhn thc ca khch hng v doanh nghip bn to thun li cho vic

bn hng hoc cung cp dch v lu di

Nhc nh khch hng hin ti mua hng ca bn

Thay i thi v nhn thc ca mi ngi v doanh nghip bn theo hng bn

mun

Xy dng mt nhn hiu c o cho doanh nghip phn bit vi cc i th

cnh tranh Phi nh rng qung co khng ch nhm phc v bn hng v marketing m cn c

th c dng tuyn nhn vin, la chn nh cung cp hay nh thu l nhng i tng

cng ng gp vo s pht trin ca doanh nghip bn.

V.NGUYN TC 5M TRONG QUNG CO:

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Lm sao qung co t hiu qu tng xng vi tng ng u t l cu hi kh

hc ba vi nhiu ngi trong ngnh?

Trc khi quyt nh nn trin khai qung co hay khng, hy phn tch d n da

trn 5 yu t, theo phng php 5M: S mng (Mission); Thng ip (Message); Phngtin truyn thng (Media); Chi ph (Money) v o lng hiu qu (Measurement).

1. S mng (Mission)

S mng mu qung co c th l mt trong bn yu t: thng bo, thuyt phc, gi

nh, hoc thc y quyt nh mua hng.Vi sn phm mi xut hin trn th trng

qung co cn mang tnh thng bo hoc thuyt phc. Vi sn phm tr nn qu quen

thuc cn gi nh v sn phm. Vi sn phm bt u c khch hng quan tm mua

dng nh cn c s cam oan bo m cht lng, thc y quyt nh mua hng.2. Thng ip (Message)

Thng ip c ngha c bit v nhn hiu, thng qua c ngn ng ln hnh nh. Bt

c thng ip no cng cn c th nghim vi cc khch hng mc tiu, thng qua cu

hi:

1. Bn cm nhn c thng ip g?

2. Theo bn, ngi qung co mun bn bit, tin hay lm nhng g?

3. on qung co c nh hng th no n hnh ng ca bn?4. u im v khuyt im?

5. Cm xc ca bn?

6. Bn mun thy thng ip u?

3. Phng tin truyn thng (Media)

y l nguyn tc lin quan n hiu qu v chi ph khi quyt nh chn phng tin

no. Ngoi nhng phng tin quen thuc nh bo, tp ch, i pht thanh, truyn hnh,

bng thng bo cn c cc phng tin kh mi m nh: th in t, fax, tip th qua in

thoi, bo in t, qung co thng qua cc ca hng bch ha Qung co c th xut

hin bt c u nn vic la chn phng tin thch hp tr thnh thch thc. Mt

doanh nghip khi thng lng vi b phn truyn thng trong cng ty qung co cn xc

nh r phm vi, tn sut, nh hng m chin dch qung co phi t c.

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4. Chi ph (Money)

Tin cho chin dch qung co phi c d ton. C mt khuynh hng rt ng

khch l l ngi qung co s thanh ton cho cng ty qung co da trn c s hiu qu.

Bn cng c nhiu khch hng trung thnh, tin u t qung co cng gim. Hu htkhch hng s quay li m khng cn phi qung co trn bt k phng tin no. Hn na,

cc khch hng ny s qung co cho bn. Mch ming l qung co thuyt phc nht v

t chi ph nht.

5. o lng hiu qu (Measurement)

y l nguyn tc lun cn thit nhng kh thc hin nht. Mt chin dch qung co

nn c nh gi hiu qu tin on trc v sau chin dch. Vi on qung co th

nghim, cn phi c st hch hiu qu truyn thng thng qua cc tiu chun v s phnhi, tha nhn v tnh thuyt phc. Vic ny nn tp trung tnh ton nh hng ca truyn

thng ln doanh thu.

Ni tm li, t c thnh cng trong qung co th doanh nghip cn bit nm

bt, vn dng ng n v hiu qu nguyn tc 5M trn.

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PHN II . CHIN LC QUNG CO THNH CNG CA OMO

OMO - thng hiu bt git dn u ti th trng Vit Nam. c dn u nh

vy, thng hiu ny lm cho cng vic git gi ca cc b ni tr tr nn n gin v

nh nhng hn. V sau khi c ng o khch hng ng h, OMO tip tc xy dng

hnh nh l thng hiu thn thin, lun quan tm n x hi v cng ng. OMO p

ng tt c phn no mong mun ca khch hng v cht lng sn phm. Mt sn phm

mun ng vng trn th trng, mun to c nim tin v cht lng ni ngi tiu

dng khng phi d OMO lm c iu y. V gi y, sn phm ny , ang v s

cng khng nh thng hiu ca mnh trn th trng Vit Nam v nc ngoi. Chin dch

Tt lm iu hay, vn may nhn khp l mt phn thc thi chin lc . Vi ngha

mt vic tt s c sc nh hng n nhiu ngi khc, nhng tri tim nhn hu lan ta

khp cng ng.

QUNG CO OMO TT 2007:

TT LM IU HAY, VN MAY NHN KHP

Hn nhiu ngi cn nh n mt clip qung co y tnh nhn vn ca OMO lc

chun b bc sang Tt inh Hi. Mt b gi trn mt nn en trng nhanh chn nht v

chui trn ng s ngi khc s b trt ng. Hnh ng c lan to bng mt hiu

ng k xo bt u t bn tay nht v chui ri truyn n mt cu b nhanh chn n

gip mt b m tr b con ang tm cch b chu hoa ln. Tng t, iu hay ny tip tc

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truyn n cho mt i bn tr v h chy vi n mt nhm ngi ang tm cch dng

cng hi ch hoa ln, trc s v tay ca nhiu ngi. Clip qung co chuyn ti mt

thng ip rt n gin iu hay khng phi l iu g ln lao, i khi ch l nhng

vic nh nht v n s nhn ln to thnh hiu ng tch cc cho x hi.Qung co ny nhanh chng c mi ngi thch th v hng ng rt nhit tnh.

Qung co ca OMO thnh cng l do cc yu t:

1. Yu t vn ha

Bt git thng khng phi l sn phm c trng trong dp tt. Tuy vy, OMO

thnh cng trong xy dng hnh nh nhn hng gn lin vi vic truyn ti nhng gi tr

vn ho.

Vn ha trong qung co rt quan trng bi v n nh hng n suy ngh v thi ca ngi tiu dng n qung co. Chnh v vy, OMO rt ch n iu ny. Qung co

nm 2007 vi thng ip Tt lm iu hay, vn may nhn khp em n cho ngi

tiu dng mt cm gic gn gi. Ci Tt rt quan trng i vi mi ngi dn Vit Nam.

Khi qung co chiu trn Tivi th c mi ngi ng h rt nhit tnh. Qung co rt

ph hp vi vn ha ca ngi Vit. Hnh nh qun o b vy bn ca tr em khi lm vic

tt, gip mi ngi xung quanh, mi ngi cng nhau chung tay gip nhau v truyn

thng tng thn, tng i ca ngi Vit. Mu sc trong qung co l rt quan trng.

Qung co OMO chn cho mu cho qung co l mu trng tinh khit tng trng cho s

sch s, tinh t cn mu l s ni bt v n cng chnh l gam mu biu th cho s sung

tc may mn ca Tt Vit Nam. Qung co OMO cng s dng nhiu hnh nh ngy Tt v

cy mai, cy o truyn thng qung co cho ngy sn phm ngy tt. Ngoi ra, Qung

co OMO cn s dng m nhc rt nh nhng, du dng c th i vo lng ngi, dng

hnh nh n d vi nhng vic lm thng ngy ni ln c thng ip ca sn phm.

V qung co ny hng ngi tiu dng n nhng gi tr tt p ca ngi Vit Nam,

hng n nhng chun mc tt p ca ngi Vit. Yu t truyn thng v hnh nh Tt

ngi Vit kt hp vi yu t hin i ca nn kinh t ang pht trin gip OMO qung

co cng thnh cng.

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Trong mt cuc kho st trn 200 ngi thuc gii tr tui t 18 - 25 ti

TPHCM cho thy, 52% gii tr tha nhn cm thy lng l khi c hi h c yu thch

qung co mang tnh cng ng (ha hp vi mi ngi, tnh cm gia nh) hay khng,

v 45% c cng thi vi qung co mang tnh c nhn (c lp t do quyt nh v lachn). iu ny cng xy ra mnh m hn gii tr c hc thc v thu nhp cao, bi

nhm ny cng tip xc vi vn ha ton cu hn cc nhm khc. Mc d vy, qung co

OMO ny mang tnh cng ng nhng vn c ng o gii tr n nhn.

2. Yu t thng ip

Bt git khuyn khch lm iu hay

Vi ngha mt vic tt s c sc nh hng n nhiu ngi khc, nhng tri tim

nhn hu lan to khp cng ng, cc hot ng thin nguyn ca OMO trong dp Tt nmnay bt u khi ng. Rt nhiu tm lng ang no nc ch, c th cng gp sc

lm nn mt ci Tt vi iu hay nhn khp.

Lm iu hay u nm cho ngi v c cho mnh

thnh truyn thng, c mi Tt n, bn cnh vic sm sa cho gia nh, hu

nh ai cng mong mnh c th lm c nhiu vic tt nho nh, mang n vn may

u nm v cng l khng kh m p ngy xun thm trn vn.

Ngi Vit Nam vn giu lng nhn hu. Dp Tt, khi mnh c hng nhng hnh phc

ca sum vy, no m, ai cng mun chia s v lm nhng iu hay vic tt cho mi ngi

quanh mnh.

T vic nh nh gip mt c gi qua ng, nhng gh cho mt ph n ang xch

nng, n vic ln hn nh tham gia vo cc hot ng tnh nguyn lm p ph phng,

ng gp cho cc qu t thin, gip sinh vin xa v qu n Tt, gip nhng tr em c nh

c ngy xun m p v trn vn Tt c nhng vic lm nh th u to nn sc lan ta

ln nhn rng ra trong khp cng ng.

Clip qung co OMO Tt 2007 chuyn ti mt thng ip rt n gin iu hay

khng phi l iu g ln lao, i khi ch l nhng vic nh nht v n s nhn ln to

thnh hiu ng tch cc cho x hi. V vic tt khng phi l nhng g qu xa vi, i khi

ch cn l t trong thc v suy ngh. Lm vic tt khng th tnh bng gi tr vt cht, m

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chnh l thc o gi tr tm hn ca mi ngi. cng chnh nhng cm nhn ca ngi

tiu dng thy c do chin dch OMO Tt em li. OMO, khng ch dng li nhu cu

cn bn m ngi tiu dng t ra cho sn phm bt git m h mun mua, s cao cp ca

OMO khng ch th hin cht lng, bao b, m c th hin s hiu bit v ngitiu dng. l: Gio dc. Cc bc ph huynh u mun con ci h thng minh, gii

giang, v d nhin h s khng tic khi phi chi ra thm mt khon an tm v s pht

trin ca con mnh. OMO hiu iu : Tt lm iu hay, vn may nhn khp, OMO

nh vo ng tm l ca cc b m, ca cc bc ph huynh cng nh s mong mi ca

h con ci mnh. By nhiu cng l ngi tiu dng phi quan tm n OMO.

Nhn rng nhng vic lm tt

Khng ch l nhng vic tt iu hay mang tnh t pht, nhng nm gn y, mi Tt n, nhiu nhn hng, nhiu cng ty c cc chng trnh c bit, va tham gia

vo hot ng kinh doanh Tt, va gp phn nhn rng nhng vic lm thin nguyn trong

khp cng ng.

Mt trong nhng chng trnh ginh c rt nhiu s quan tm chnh l cc hot

ng Tt ca nhn hng OMO. Nm 2006 l Tt lm iu phc, cn nm 2007, OMO

tip tc truyn thng y khi xng cho nhng hot ng Tt lm iu hay.

Hng lot cc chng trnh c OMO thc hin v m rng ra mi ngi c thgp sc mnh tham gia nhng vic lm ny khng cn dng li mt c nhn hay tp th

no m lan ta n rt nhiu ngi: t sinh vin n ngi i lm, t gii doanh nhn

n nhng ngi ni tr

OMO cng t chc cuc thi Hoa xun khoe sc nhm tm kim cy mai, cy o

c bit nht hai min Nam v Bc, t chc bui u gi c truyn hnh trc tip th

H Ni v TPHCM, khng ch l mt hot ng th v u xun m cn l dp

mi ngi th hin tm lng nhn i ca mnh (v qu t thin thu c sau cuc u gi s

cng vi hng chc ngn phn qu khc t OMO chuyn n cc nh m, mi m trong c

nc).Trong chin dch khuyn mi Tt lm iu hay, vn may nhn khp ca mnh, bn

cnh nhng gii thng gi tr cho khch hng, nhn bt git OMO cn thc hin mt hot

ng chia s y ngha: chn ngi trng gii, ngoi gii thng c nhn cn c c mt

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c hi tht tuyt th hin tinh thn chia s. l chn ngi trng thng s tr thnh

nhng i din ca OMO trao tng chn sn chi tiu chun quc t V s pht trin ton

din ca tr em Vit Nam cho chn a phng trn c nc.

3. Yu t phng tin truyn thng

Trong dp Tt ny, qung co ca OMO xut hin dy c trn cc phng tin truyn

thng qung b cho chin dch ny. Trong khng kh n mng Tt Nguyn n ca

ngi Vit Nam, qung co Tt lm iu hay, vn may nhn khp nhn c s ng

h nhit tnh ca mi ngi dn. Cc phng tin truyn thng lin tc pht qung co

OMO tivi gia nh cng nh cc tivi mn nh rng cc ng ph chnh cc thnh

ph ln nhm lan ta thng ip m OMO mun truyn t n tt c mi ngi.

Tch hp cng vi tivi l mt lot nhng hot ng nhm chng minh c tnh lan

to ca nhng iu hay ny. Khi khch hng mua mt gi bt git OMO l h ng gp

cho nhng chng trnh t thin thit thc. V s pht trin ton din ca tr em Vit

Nam, khuyn khch cho tr chi a t do l mt hot ng mang tnh x hi ca OMO

nhm gip tr pht trin cc k nng sng sau ny.Cng vi s ng gp ca chnh cc khch hng, Qu lm iu hay ca OMO kt

hp vi bo Tui Tr cung cp v xe min ph a sinh vin v qu n tt. Ri cng chnh

nhng sinh vin ny s li tip tc nhn rng cc iu hay ny bng cch gh thm v trao

30.000 tm o mi cho tr em m ci, c nh ti cc nh m trn ton quc. Thng hiu

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ny cng to iu kin cho khch hng vit 15.000 cnh thip chc tt gi km trong nhng

tm o tnh thng cho cc em thiu may mn ny.

to tnh lan to nhanh v rng, OMO s dng ti a cc knh truyn thng - c

v chiu rng ln chiu su. Trong , OMO tin phong trong vic s dng knh online,nhm n nhng khch hng tr v nhng nhm ngi c th nh hng n ngi khc.

Chin dch gip OMO tr thnh mt thng hiu c mi ngi nh v yu mn

nht trong thi im nm mi ny.

4. Yu t hnh nh, m thanh

Trong qung co ny, OMO thnh cng khi a hnh nh Tt tht sinh ng. Tt

v, ai ai cng ho hng i mua sm, khng kh ngy Tt tht vui ti lm cho ngi xem

tht s thch th. Clip qung co lan ta c khng kh Tt n tng nh, tng con ph,ng hm, t nng thn, n thnh th.

Khi lm mt qung co iu quan trng l cng ty c nm bt c th hiu ca

ngi xem, ph hp vn ha v tm c hnh nh thch hp c th truyn ti c ni

dung v thng ip ca n. V OMO lm c iu . Ngi Vit Nam t xa n nay

u c tinh thn yu thng, gip ln nhau. OMO nm rt r vn ha v con ngi

Vit Nam a ra nhng hnh nh thch hp lm ni bt bn cht ca con ngi Vit.

Hnh nh b gi nht v chui, cu b gip b chu hoa cho mt b m tr v mt i

bn tr gip mi ngi nng tm bn hiu ln tht s lan ta mi ngi cng nhau

lm vic tt. Ngy Tt cng tr nn c ngha hn.

Vi mu sc ch o l mu - mu tng trng cho iu may mn khi bc sang

mt nm mi to hiu ng rt tt cho clip qung co.

Nh bit kt hp cc nguyn tc trong qung co v nm bt c th hiu ca ngi

xem nn qung co ca OMO rt c nhiu ngi yu thch v gt hi c nhiu thnh

cng. c bit l nguyn tc s mng. a s ngi s dng bt git khng cn hiu

"OMO" ngha l g. n gin l tn gi ny to c s khc bit ch d c, d nh nn

lp tc c a vo tm ngm ca cc b ni tr, mc d thnh phn ca n khng khc

g cc loi bt git khc.

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OMO lun c nhng thng ip vi ch hng v cng ng, x hi m ni dung

ca cc thng ip cng c nhn tm lm! Khi OMO ku gi mi ngi lm iu hay

v ng rng "nu c bn th c OMO lo!" v truyn i thng ip bn khng cn s

con ci nghch d v c OMO ty bay mi vt bn ri khuyn khch mi ngi nhnkhp iu hay .V khi khch hng hng ng li ku gi ny, th c ngha l h cm thy

yu mn thng hiu ng ng sau . V khi chc chn h s tip tc l khch hng

trung thnh. Hn th, h s yu qu thng hiu , t ho khi s dng thng hiu v

khng ngi ngng gii thiu thng hiu cho bn b, ngi thn. Khi mt thng hiu

chim c khi c ca ngi tiu dng th ch n cho n l chim tri tim ca h.

OMO c li th l ngi tin phong trn th trng, m ci g u tin thng li n

tng kh phai trong tm tr khch hng.

Vi nhng quyt nh sng sut nh th, OMO thc s thnh cng trong qung

co ca mnh v khch hng mua sn phm hoc thng hiu no khng phi ch v li

ch, tnh nng ca sn phm em li m cn cm tnh m h c vi thng hiu .

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PHN III . THT BI TRONG QUNG CO CA NIVEA

Nhn hng Nivea rt ni ting vi sn phm sa dng th, ln kh mi, vi hot

ng qung co mnh m. Tuy nhin khi xm nhp vo th trng Vit Nam th mt s

qung co ca Nivea khng tht s lm hi lng mt b phn ngi xem. Bi l trong

qung co ca Nivea c nhng hnh nh cha em li s thin cm ngi xem.

Di y l nhng hnh nh c trch ra t mt qung co ca Nivea trn truyn

hnh Vit Nam.

c bit hn na l hnh nh sau:

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Vi qung co ny, Nivea truyn ti kh thnh cng ni dung lm trng ln da

ca sn phm, ngi mu qung co v cht lng hnh nh, m thanh tng i tt nhng

c mt im rt quan trng m Nivea khng ch n l vn ha ca ngi Vit Nam.

Trong on qung co y, c gi mc mt chic o dy rt gi cm v chic qunngn khoe ln da trng. Dng hnh nh ngi ph n thn mt cng ngi yu li

n tng ln, nhng cui on qung co ny th ci hnh nh ngi nam dng cnh hoa

vut ve ln da c gi lm bung dy o ca nng, l phn lng ca c gi

Hnh nh h hang y gy s phn cm i vi mi ngi xem v b ln n.

Trong vn ha ca ngi Vit t xa

ti nay, n mc nhm che giu thn th vngi Vit cng bt u xem n mc l

lm p , l nt p kn o, ngng

ngng, lch s ca dn tc ta. Thng qua trang

phc ca ngi Vit Nam, c bit l t o di

ca ph n Vit, ta thy c s kn o

vn tn ti v l nt ring, c trng cho

vn ha Vit. Ngy nay tuy ang hi nhp voth gii nhng Vit Nam vn khng b ha

tan bi vn ha n mc ca phng Ty.

V sn phm ca Nivea l sa dng th v ln kh mi nn vic khoe hnh nh

thn th v ln da ca ngi ph n nng cao sc thuyt phc khch hng l iu d

hiu. Nhng cng c l v th m Nivea qu lm dng hnh nh ny trong vic qung b

sn phm cc nc trn th gii. Chng ta c th thy c iu trong mt s hnh

nh di y.

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i vi vn ha ng ni chung v Vit Nam

ni ring, nhng hnh nh trn tht s khng ph hp.

Hn na, vic qung co trn truyn hnh vo

nhng gi cao im nh phim truyn, gameshow cngkhng c hiu qu do khng chn lc ng i tng

cn qung co, d gy nhm chn, b qua ca cc i

tng khng cn n sn phm, c bit l nam gii. i

vi nhng sn phm Nivea, y l sn phm dnh cho

phi n, do trong qung co sn phm, trc ht cn

tm hiu phng tin qung co thch hp, nh trn cc

tp ch ca ph n, lm p, i vi qung co trntruyn hnh, cn la chn thi gian qung co hp l,

c lng n gii xem nhiu nht nh cc chng trnh

thi trang, mua sm, lm p y cng l mt gii

php hiu qu chin lc qung co sn phm Nivea

t hiu qu cao, t lng ph chi ph, sn phm n

ng vi khch hng c nhu cu.

T tht bi trong qung co ca Nivea ta rt rac bi hc kinh nghim cho cc doanh nghip. Khi

a ra hnh nh v ni dung cho qung co, cn phi

ph hp vi vn ha ca th trng m doanh nghip

mun hng n.

Qu tht qung co ca Nivea vn dng kh tt mt s nguyn tc ca qung co

nhng cha vn dng ng n nguyn tc o lng hiu qu. nguyn tc ny, Nivea

ch trng v xem xt n ht vn vn ha phng ng ni chung v Vit Nam ni

ring. Cc chun mc, n np, li sng v phong tc lun chi phi cc hot ng ca con

ngi. Chnh v l m qung co ca Nivea vp phi s phn ng khng tt ca

khch hng. V vy, khi lm qung co cn phi xem xt y hn cc yu t trong o

lng hiu qu.

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LI KET

Qung co khng ch l ting ni ku gi s quan tm mt cch c hc, m phi l

ting ni ca doanh nghi p v s quan tm, s am hiu ca mnh, nguyn vng p ng

tt nht v nhiu nht nhu cu ca khch hng. ng thi, cng chnh l cch m doanh

nghip nh bi i th ca mnh tn ti v ng vng trn th trng.

S tht th phi i km vi qung co. Cc doanh nghi p ngoi vic chi ni tt cho mnh,

h phi bit hon thin chnh bn cht sn phm ngi tiu dng tn nhim thc s. c

bit, qua s phn tch v d v thnh cng ca qung co OMO v khng thnh cng ca

qung co Nivea th cng cho thy r iu . Thnh cng hay khng, c c tin dng hay

khng? l mt cu hi m li p chnh l vic doanh nghi p lm g, hng n iu g,

s am hiu, hiu bit ca doanh nghi p i vi i tng mnh ang phc v, m qung

co chnh l s th hin thng ip ca doanh nghip n ngi tiu dng. Cho nn, Qung

co rt l quan trng i vi mt doanh nghip.

Doanh nghip mun t hiu qu cao trong qung co th phi theo st nhu cu ca

khch hng c nhng qung co ph hp, tn sut qung co va khch hng tip

nhn, thng ip ngn gn, tp trung vo ni dung cn c truyn ti, khng nn qu mm. V vy, doanh nghip cn xy dng mt i ng marketing v qung co chuyn

nghip.

Cch khai thc cm xc sn c t cc nghi thc truyn thng, t vn ha ca doanh

nghip nc ngoi mt cch tinh t, ng lc, ng i tng khin cho doanh nghip

trong nc phi nhn li mnh xy dng mt chin lc cnh tranh cho ph hp. Li th

cnh tranh khng ch c chuyn ci tin mu m, nghin cu th hiu tiu dng m ,

cn phi bit cch thuyt phc nm bt c tm l ngi dng., th khi qung co mitht s thnh cng!

QC OMO - Nivea

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