Cau 5: chien luoc maketing cho sp omo.
Tra loi:
Chien luoc sp: omo la ten goi ngan gon va de nho. Bao bi sp cua omo rat noi bat, sac so va bat mat. Mau sac truyen thong cua omo la do , trang, xanh duong dam va them 2 mau moi do la: xanh la va cam tuoi cua bieu tuong " splat" - bieu tuong cua nhung vet ban "choi ma hoc". Bao bi cua omo co 2loai, goi va hop voi nhieu kick co khac nhau: 400g, 800g, 1,5kg, 3kg, 4,5kg, 5hop/ thung.
Chien luoc gia: nhan biet 80% nguoi tieu dung cua VN song o vung nong thon luon co thu nhap thap, unilever VN da de ra muc tieu giam gia thanh sx dem lai muc gia ca hop li cho ng tieu dung. De lam dc dieu nay, cty da dua vao cac DN nho dia Phuong de tim nguyen lieu tai cho thay the 1so loai phai nhap khau giup giam dc chi fi mua hang dong thoi dong thue nhap khau cung it hon. Dong thoi cung phan bo viec sx dong goi cho cac ve tinh tai cac khu vuc bac, trung, nam de giam chi phi van chuyen va kho bai.
He thong phan phoi: su phat trien cua cac kenh phan phoi tao dkien cho cty ban dc nhieu hang va thu loi nhuan lon.
T1: kenh truc tiep la tu ng sx ban truc tiep chon g tieu dung cuoi cung bang cach: ban hang tan nha, ban hang wa thu, dat hang wa thu, ban wa catalog...
T2: thong wa cac kenh gian tiep boi cac trung gian nam giua ng sx va tieu dung.
Do xu huong tieu dung chung cua ng VN hien nay la ngay cang tiep can gan hon voi cac kenh phan phoi hien dai nhu sieu thi, cua hang tu chon. Nen cty da tien hanh phan phoi sp cua minh wa cac kenh ban le nay. Sp omo dc ban tai cac sieu thi ban le nhu: big c, fivimart, chuoi sieu thi co.op mart. Maximax... DN cug mo rong cac trung tam phan phoi lon de phan phoi hang rong rai, mo rong thi truong.
mo rong thi truong, mo rong cac dai ly, tang dan ve so luong va chat luong cac kenh phan phoi.
Chien luoc xuc tien hon hop: nhan hieu omo da "nam long" trong ng tieu dung VN. Omo mo dau bang nhung quang cao neu bat tinh nag giat tay vuot troi cua minh. Dac trung nhat la phong van ng tieu dung ve nhung trai nghiem cua ho khi dug bot giat omo. Tuyen cac nhan vien tiep thi den tung ho gia dinh de gioi thieu sp va tiep nhan nhung phan anh cua ng tieu dung ve sp. Den nhung noi cong cong de phat mien phi cac goi bot giat omo cho khach hang dung thu.
Bang cac hoat dong khuyen mai nhu: boc tham trung thuong, cao trung thuong va giam gia... cung mang lai hieu wa cao.
To chuc nhieu hoat dong huong toi cong dong va nam bat tam ly khach hang muc tieu. Nhu " omo- ao trang ngoi sang tuong lai", ngay hoi " trieu tam long vang", " tet lam dieu phuc sung tuc ca nam", chuong trinh son truong tai 6tinh vung cao, ho tro 3000 svien ve we an tet.
