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Transcript of VanLuong.blogspot.com ClearMen
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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-
-
8/2/2019 VanLuong.blogspot.com ClearMen
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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Phn tch chin lc marketing ca Clear Men
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
Gvhd: Th.S Hong Th Ph Page 3
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Phn tch chin lc marketing ca Clear Men
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
Gvhd: Th.S Hong Th Ph Page 4
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Phn tch chin lc marketing ca Clear Men
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!
Gvhd: Th.S Hong Th Ph Page 5
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Phn tch chin lc marketing ca Clear Men
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
Gvhd: Th.S Hong Th Ph Page 6
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Phn tch chin lc marketing ca Clear Men
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
Gvhd: Th.S Hong Th Ph Page 7
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Phn tch chin lc marketing ca Clear Men
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
Gvhd: Th.S Hong Th Ph Page 8
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Phn tch chin lc marketing ca Clear Men
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.
Gvhd: Th.S Hong Th Ph Page 9
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Phn tch chin lc marketing ca Clear Men
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.
Gvhd: Th.S Hong Th Ph Page 10
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Phn tch chin lc marketing ca Clear Men
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.
Gvhd: Th.S Hong Th Ph Page 11
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Phn tch chin lc marketing ca Clear Men
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.
Gvhd: Th.S Hong Th Ph Page 12
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Phn tch chin lc marketing ca Clear Men
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.
Gvhd: Th.S Hong Th Ph Page 13
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Phn tch chin lc marketing ca Clear Men
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.
Gvhd: Th.S Hong Th Ph Page 14
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Phn tch chin lc marketing ca Clear Men
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?
Gvhd: Th.S Hong Th Ph Page 15
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Phn tch chin lc marketing ca Clear Men
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:
Gvhd: Th.S Hong Th Ph Page 16
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Phn tch chin lc marketing ca Clear Men
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:
Gvhd: Th.S Hong Th Ph Page 17
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Phn tch chin lc marketing ca Clear Men
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)
Gvhd: Th.S Hong Th Ph Page 18
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Phn tch chin lc marketing ca Clear Men
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.
Gvhd: Th.S Hong Th Ph Page 19
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Phn tch chin lc marketing ca Clear Men
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
Gvhd: Th.S Hong Th Ph Page 20
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Phn tch chin lc marketing ca Clear Men
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.
Gvhd: Th.S Hong Th Ph Page 21
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Phn tch chin lc marketing ca Clear Men
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.
Gvhd: Th.S Hong Th Ph Page 22
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Phn tch chin lc marketing ca Clear Men
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.
Gvhd: Th.S Hong Th Ph Page 23
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Phn tch chin lc marketing ca Clear Men
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.
Gvhd: Th.S Hong Th Ph Page 24
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Phn tch chin lc marketing ca Clear Men
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
Gvhd: Th.S Hong Th Ph Page 25
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Phn tch chin lc marketing ca Clear Men
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.
Gvhd: Th.S Hong Th Ph Page 26
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Phn tch chin lc marketing ca Clear Men
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 .
Gvhd: Th.S Hong Th Ph Page 27
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Phn tch chin lc marketing ca Clear Men
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/