Bao Cao Marketing 6367 9637

7/29/2019 Bao Cao Marketing 6367 9637

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B CC

T VN I

KT QU NGHIN CUII

KT LUNIII


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I. T VN

1.1 Tnh cp thit

Ngnh in th vin thng ang pht trin nh v bo.

in thoi di ng khng cn l vt xa x.

Khi Viettel mi tham gia th trng, 97% th phn u do hai

doanh nghip thuc VNPT nm gi.

Vy thnh cng Viettel lm g trong hot ngmarketing? Chin lc marketing mix ca cng ty?

=> Tm hiu chin lc Marketing Mix ca cng ty vin thngqun i Viettel

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I. T VN

1.2 i tng v phm vi nghin cu

i tng: Chin lc marketing mix ca Viettel

Phm vi:

- Khng gian: Cng ty vin thng qun i Viettel

- Thi gian: Tin hnh trong na u thng 5/2010

- Ni dung: Chin lc marketing mix cho cc thu

bao di ng tr trc

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II. KT QU NGHIN CU

Gii thiu v cng ty Viettel

Chin lcsn phm ca Viettel

Chin lcgi ca Viettel

Chin lcphn phi ca Viettel

Chin lcxc tin ca Viettel

Mt s thnh tu m Viettel tc

Mt s hn ch trong hot ng ca Viettel 5


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2.1 Gii thiu v cng ty Viettel

Tng cng ty Vin thng Qun i c thnh lp theo quyt nh s43/2005/Q-TTg ngy 02/03/2005 ca Th tng Chnh Ph phduyt n thnh lp Tng cng ty Vin thng Qun i v Quytnh s 45/2005/Q-BQP ngy 06/04/2005 ca B Quc Phng v

vic thnh lp

Tr s giao dch: S 1, Giang Vn Minh, Kim M, Ba nh, HNi. in thoi: 04. 62556789

Website: www.viettel.com.vn

Tn c quan sng lp: B Quc phng

Cng ty Vin thng Viettel (Viettel Telecom) trc thuc Tng Cng tyVin thng Qun i Viettel c thnh lp ngy 05/4/2007, trn cs st nhp cc Cng ty Internet Viettel, in thoi c nh Viettelv in thoi di ng Viettel. 6


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2.2 Chin lc sn phm ca Viettel

Viettel ch trng xy dng pht trin thnghiu:

- Xy dng thng hiu chung cho tt c cc sn

phm ca cng ty : ViettelPT a dng SP, xy dng nhn hiu ring chotng SP th hin bn cht ca sn phm. Hin

Viettel c 10 gi cc tr trc.

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Gi cc Hi School: ng hnh cng tui xanh i tng KH: l hc sinh, trong tui t 14 18.Cc gi v nhn tin r nht trong s cc gi cc

tr trc ca Viettel

SMS siu tit kim: 100 tin nhn ni mng/ngych vi 3.000Gi cc Sinh vin Ti l sinh vini tng khch hng ang l sinh vin Mc cc thoi v nhn tin r nht trong cc gi

cc tr trc, khng gii hn tg s dng

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2.2 Chin lc sn phm ca Viettel1.3 Gi cc Cha v Con: Cha m lun bn con

Hai thu bao s dng chung ti khon, thu bao Cha lthu bao tr trc ca Vettel ang hot ng 2 chiu vthu bao Con l thu bao s dng gi cc mi Cha v

Con

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Gi cc Economy: Thn thin v kinh t Gi cc Economy c cc thoi thp, dnh cho khch

hng c nhn gi nhiu vi mc s dng di150.000ng/thng

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Gi cc Tomato in thoi di ng cho mi ngi

Tomato l gi cc i chng nht ca Viettel, c bitdnh cho nhm khch hng mong mun s dng in

thoi di ng nhng t c nhu cu gi, m nghe l ch yu

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2.3 Chin lcgi ca Viettel

Viettel nh v cho mnh thng hiu hng inthoi gi r

- Gim dn gi cc v tnh cc DV theo block 6 giy + 1giy1

- Xy dng gi ca cc gi cc ph thuc vo i tngkhch hng mc tiu ca cng ty

Chin lc gi ca VIETTEL tng ng vi li ch cakhch hng ni ring v li ch ca x hi ni chung

Sut thi gian t nm 2004 n thng 6/2009, Viettellun l mng di ng c gi cc r nht trong nc.

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2.3 Chin lc gi ca Viettel 1/6/2009, Viettel tuyn b gim cc vi mc gim trung

bnh hn 15% u thng 6/2009, ln u Viettel c gi cc cao hn

Mobi v vinaphone

n ngy 1/2/2010, Vietel tin hnh gim gi 5% cccho tt c cc thu bao di ng tr trc cc gi cc

Hin nay Viettel ang c chnh sch Gi cc gi thpim,vi cc gi ni mng trong nc gi thp im

ch cn 500/pht; Khung gi thp im tnh t24h:00:00 gi n 5h:59:59tt c cc ngy trong nm

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2.3 Chin lc gi cc ca Viettel

Gi cc

Cc tin nhn (/1tin) Cc gi (/pht)

Ni mngNgoi

mngQuc t

Nimng

Ngoimng

Quc t

Hi School 100 250 2500 1190 1390 3600

Cha v Con 200 250 2500 1190 1390 3600

Economy 300 350 2500 1190 1390 3600

SumoSim 200 250 2500 1590 1790 3600

Ciao 300 350 2500 1190 1390 3600

Tomato 200 250 2500 1590 1790 3600

Sinh vin 100 250 2500 1190 1390 3600

Ngun: s liu thng k ca tc gi

Bng: Gi mt s gi cc Viettel

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2.4 Chin lcphn phi ca Viettel

* H thng knh phn phi v phng thc phn phi:

Vi sn phm dch v in thoi di ng tr trc th hthng knh phn phi ca Viettel l:

Tng cngty Viettel

H thng cc chinhnh; i l

sim, thKhch hng

Knh phn phi gin tip ca sn phmdch c in thoi tr trc ca Viettel

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* V phng thc phn phi:

Viettel s dng c cch thc phn phi rng ri v phn phic quyn:

Phn phi rng ri: Viettel t chc mng li cc i lsim tt c cc a phng trong c nc.

Phn phi c quyn: ti cc qun, huyn tu vo mc

tp trung dn c cng ty m 1 hoc hn 1 chi nhnh cquyn Viettel v h ch kinh doanh dch v ca Viettel mkhng kinh doanh dch v ca bt c i th no.

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C th v chnh sch phn phi m Viettel thc hin:

L ngi n sau, Viettel t c rt cho mnh bi hc:lm gii hn ngi khc thnh cng th t c hi nhng

nu lm khc ngi khc th c hi thnh cng s nhiuhn.

2005, 2006 Viettel tm c mtcu Nng thn bao vy thnh tht sch ca Mao Trch ng

v quyt nh p dng chin lcNng thn bao vy thnh th

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Tnh, TP trcthuc TW SL CN, cahng Tnh, TP trcthuc TW SL CN, cahng Tnh, TP trcthuc TW SL CN, cahng Tnh, TP trcthuc TW SL CN, cahng

An Giang 10 ng Thp 7 Kin Giang 10 Qung Ninh 12

Bc Liu 7 ng Nai 11 Kon Tum 6 Qung Tr 8

Bc Kn 9 Cn Th 11 Lai Chu 4 Sn La 8

Bc Ninh 7 Gia Lai 9 Long An 7 Sc Trng 4

Bc Giang 9 Hng Yn 8 Lm ng 7 Thanh Ha 18

Bn Tre 6 H Giang 10 Lo Cai 7 Thi Bnh 9

Bnh Dng 9 H Nam 5 Lng Sn 12 Thi Nguyn 12

Bnh Phc 7 H Ty 15 Nam nh 11 Tin Giang 10

Bnh Thun 7 HNi 26 Ngh An 20 TT Hu 11

Bnh nh 6 HTnh 7 Ninh Bnh 7 Tuyn Quang 7

Cao Bng 11 Hi Dng 13 Ninh Thun 5 Tr Vinh 5

C Mau 6 Hi Phng 10 PhTh 10 Ty Ninh 8

in Bin 3 Hu Giang 5 Ph Yn 9 Vnh Long 8

Nng 8 Ha Bnh 7 Qung Bnh 8 Vnh Phc 10

k Lk 12 TPHCM 53 Qung Nam 10 Vng Tu 6

k Nng 6 Khnh Ha 8 Qung Ngi 8 Yn Bi 10

Bng: H thng cc ca hng, chi nhnh ca Viettel

Ngun: http://viettel.com.vn/tabid/84/key/ViewArticleDetail/Cat/58/Art/834/language/vi-VN/13/5/2010.viettel 18


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Vi chin lc phn phi m Viettel s dng th c ththy h tn cng cc i th bng chin lc Tn cngsn.

Theo a bn,theo khc th trng

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* Cng tc qun l knh phn phi:

Gn y trn th trng thu bao tr trc ca Viettel syra tnh trng cc ch i l qua mt Viettel bng cch

dng sim a nng ng k v kch hot hng lot simnhm n trnh vic ng k thng tin thu bao tr trc.V x l tnh trng , Viettel a ra hp ng camkt nu i l no vi phm s b x pht 10.000 ng/sim

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2.5 Chin lc xc tin ca ViettelViettel xy dng chin lc xc da trn:

Mc tiu xc tin

Xc nh ngn sch xc tin

Quyt nh ni dung truyn t

Phng thc xc tin

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2.5 Chin lc xc tin ca Viettel- Xy dng Slogan Say it your way th hin s quan

tm, lng nghe cc nhu cu KH, kin, tng catng c nhn trong ni b DN

- Logo hnh elip biu tng s chuyn ng lin tc,

sng to khng ngng (VH phng Ty), cho mdng ho quyn vo nhau (VH phng ng).

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2.5 Chin lc xc tin ca Viettel

Qung coTrn cc phng tin truyn thng (bo, i, ti vi..,qua pan, p phch) c thc hin rm r vo thi

k uKhuyn mi- c t chc thng xuyn, vi hnh thc a dng,

phong ph mang li li ch thit thc cho khch hng

nh: Tng thm ti khon khi ha mng mi, khi npth, ngoi ra ty vo tng loi thu bao m c ccchnh sch khuyn mi ring nh:


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- Tng tin v lu lng min ph hng thng cho thu baosinh vin, Hi school

Cc gi cc Tomato, Economy, Happy Zone, Ciao, hamng t 6/2010 - 5/2011 c cng thm 30.000 /thngkhi tng gi tr th np thng trc t50.000 tr ln,tng50% gi tr cho 10 th np u tin np trc ngy1/8/2010.

Cng ngay tin vo ti khon v ngy s dng cho khchhng kch hot b kit mi:

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Mnh gi (ng)Ti khon gc 1

(ng)Tin khuyn mi

(ng)Tng tin trong TK

(ng)

Ngy s dng (giEconomy,

Happy Zone)

50,000 50,000 80,000 130,000 45

65,000 50,000 110,000 160,000 45

69,000 50,000 110,000 160,000 45

99,000 80,000 110,000 190,000 45

119,000 100,000 150,000 250,000 45

149,000 130,000 150,000 280,000 45

219,000 200,000 190,000 390,000 45

249,000 230,000 190,000 420,000 45

Bng: Khuyn mi khi kch hot b kit mi

Ngun:http://vietteltelecom.vn/tintuc/tinkhuyenmai/2010/04/9421/25


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T 05/4/2010 n 15/5/2010 Viettel thc hin CTmnhc vi Imuzik May mn vi iPhone, KH ng kmi Imuzik c tng 100% ph thu bao DV nhc chv c tham d CT quay s trng thng20 iPhone3Gs16G.

T 14/05/2010, Viettel cung cp th nghim dch vFree Talk (tr gi Tourist), min ph 100 pht gi

ni mng trong nc t khi K n 18h ngy .Thi gian ng k DV t 6h-17h hng ngy. Cc6000

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Marketing trc tip- Marketing qua in thoi- Marketing trc tip trn truyn hnh, i truyn thanh,

tp ch v cc bo. => Viettel AD nhiu nht ti thiim thc hin chin lc Nng thn bao vy thnhth

Tuyn truyn

- Tuyn truyn hnh nh cng ty qua cc hot ng nhti tr chng trnh truyn hnh, cc hot ng nhno.

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Viettel ti tr1,5 tng cho chindchNcitrth


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2.6 Mt s thnh tu t c ca Viettel

Ngun:http://www.viettel.com.vn/NganHangDuLieu/ThongKeAnTuong/tabid/125/key/ViewArticleDetail/Cat/96/Art/7904/language/vi-VN/16/5/2010.viettel

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Ngun:http://www.viettel.com.vn/NganHangDuLieu/ThongKeAnTuong/tabid/125/key/ViewArticleDetail/Cat/96/Art/7904/language/vi-VN/16/5/2010.viettel

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Ngun:Ngun:http://www.viettel.com.vn/NganHangDuLieu/ThongKeAnTuong/tabid/125/key/ViewArtic

leDetail/Cat/96/Art/7904/language/vi-VN/16/5/2010.viettel


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Ngun: http://www.viettel.com.vn/tabid/125/key/ViewArticleDetail/Cat/96/Art/915/language/vi-VN/16/5/2010.viettel

Doanh thu bu chnhca Viettel qua cc nm

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2.7 Mt s hn ch trong hot ngca Viettel

Cht lng cc dch v cha cao: Sng km, mngyu, h thng tc nghn..,

Cch tnh cc nhiu khi v l, ty tin nht l vi ti

khon khuyn mi=> To ta s kh ch bc xc ca khch hng, nhiu

khch hng ni Viettel ang thc hin phngchm Hy ni theo cch ca bn, tr tin theo cchca ti.


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IV KT LUN

Cc hot ng Marketing Mix lun c ch trngPT, gp phn mang li thnh cng ln cho Viettel

Cc DV di ng tr trc a dng ph hp vi tng

i tng KH nh v thng hiu vi chnh sch gi r

T chc phn phi rng ri v c quyn, thc hin

chin lc tn cng sn Thng xuyn tin hnh cc hot ng xc tin


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IV KT LUN

xut:

Ch trng hn na cc hot ng Mar- Mix

Ci thin, nng cao cht lng cc dch v

R sot cch tnh cc hp l, ph hp


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Bao Cao Marketing 6367 9637