PHAN TICH HOAT DONG TRUYEN THONG CUA SAN PHAM BITI'S HUNTER CUA CONG TY TNHH BITI'S, Thesis of Marketing

Download PHAN TICH HOAT DONG TRUYEN THONG CUA SAN PHAM BITI'S HUNTER CUA CONG TY TNHH BITI'S and more Thesis Marketing in PDF only on Docsity! BO TAI CHINH TRUONG DAI HOC TAI CHINH —- MARKETING Ho va tén sinh vién: Nguyen Thi My Quynh MSSV: 1921000998 Lop: 19DQH1 BAO CAO THUC HANH NGHE NGHIEP 1 HOAT DONG TRUYEN THONG MARKETING CUA GIAY THE THAO BITI’S HUNTER TAI VIET NAM Nganh: MARKETING Chuyén Nganh: QUAN TRI THUONG HIEU TP. H6 Chi Minh, Nam 2021 BO TAI CHINH TRUONG DAI HOC TAI CHINH —- MARKETING BAO CAO THUC HANH NGHE NGHIEP 1 HOAT DONG TRUYEN THONG MARKETING CUA GIAY THE THAO BITI’S HUNTER TAI VIET NAM Nganh: MARKETING Chuyén Nganh: QUAN TRI THUONG HIEU Sinh vién thuc hién: Nguyén Thi My Quynh Giang vién hung dan: TS. GVC. Ngé Thi Thu MSSV: 1921000998 Lop: 19DQH1 TP. H6 Chi Minh, Nam 2021 LOI CAM ON Sau qué trinh thuc hanh thuc hanh nghé nghiép 1, tac gia xin gtti 10i cam on sau sac ctia dén giang vién hung dan truc tiép, TS.GVC. Ng6 Thi Thu. Xin chan thanh cam on c6 vi nhitng lan chi bao, tan tinh stra déi tung 14i sai, gitip tac gid dinh hung duoc léi di. Déng thoi, tac gia cting xin chan thanh cam on quy Thay, C6 trong khoa Marketing, Truéng Dai Hoc Tai chinh - Marketing da truyén dat kién thirc trong hai nam tac gid hoc tap tai truong. Voi vén kién thtte duoc tiép thu trong qué trinh hoc kh6ng chi 1a nén tang cho qué trinh nghién ctu dé tai ma con 1a hanh trang quy bau dé tac gia van dung vao cOng viée sau nay mét cach ty tin. Qua do tac gia sé cang cé gang cai thién hon ntta mdi ngay, dé c6 thé hoan thanh duoc dé tai tim hiéu chién luoc truyén thong ctia céng ty TNHH Binh Tién vé san pham giay thé thao Biti’s Hunter theo mét cach tét nhat c6 thé. Dé cd duoc thanh qua hoan chinh nhw ngay hém nay 1a nho mét phan rat 16n 6 sw tham lang hudng dan hét minh ctia cé. Do dau di vao thuc té, tim hiéu vé linh vuc sang tao trong nghién cttu khoa hoc, kién thtte clia tac gid cdn han ché va nhiéu bé ngo. Vi vay, khong tranh khéi nhiing diéu thiéu s6t, tac gia rat mong nhan duoc nhiing ¥ kién dong gop quy bau ciia c6 va cdc giang vién trong khoa va cdc ban hoc cing Idp dé nang cao, hoan thién kién thitc trong linh vue nay.Sau cing, tac gia xin kinh chic quy Thay C6 trong Khoa Markting that déi dao strc khée, va long nhiét huyét dé tiép tuc thuc hién st? ménh cao ca cia minh 1a truyén dat kién thtte cho thé hé mai sau. Xin chan thanh cam on ! iii MUC LUC TOM TAT wonecccsssscsssssscssssssscsssnscsssssescssunscssssusscsssnseesssusscsssnsscssnsscessonsceessuscessansecessuseessssuesessenscees 1 TU KHOA — KEYWORD....sssssssssssssssssssssssusscssssseesssusscsssnssecsssuscessonsecsssuscessansccessunscssssuesessunecees 2 CHUONG 1 TONG QUAN VE DE TAL ...esccsssssssccsssssssssssscsssnssecssusscsssnssecssnsscessonsecsssuscessonsecessunscssssueesssunecees 3 1.1 L{DOCHON DE TAI 1.2. MUC TIEU BAI NGHIEN CUU. 1.3 DOI TUQNG VA PHAM VI NGHIEN CUU. 1.3.1 Doi tong 1.3.2 Pla Viewcccsscssssssssssssssssssssesccscecsesssssssunssunssseseeceeseessessnsssnuassusnssssesceeseessesssuassusese 5 1.4 PHUONG PHAP THUC HIEN NGHIEN COU... cccccsssecsssscsssssssseseseesssseesscesesnnnneces 5 1.5 BO CUCNGHIEN CUU. CHUONG 2 vsessssssssssscsscccccccceccesensssnannssessseeeeee CO SG LY LUAN VE HOAT DONG TRUYEN THONG MARKETING ......cssssessscccccsreseeee 6 2.1 KHAT NTEM MARKETING o..00...c..cccsssssssesssssssesssssesecssseesssssseesssssucsessueesesssececesusecees 6 2.1.1 Khai miém marketing 00.0.0... cece cece eseeeeeeseseeesneseseseseevenesesescseeseteesssseensees 6 2.1.2 Qué trimh ctia marketing... cece escseseeeeceeseseseeseceeseeeneesnecseseseseesnecseaeees 6 2.1.2.1 Nghién cieu thong tin marketing (Research) ...........cccccccsccccesssesseseteeeseneeneneenennene 6 2.1.2.2 Hoat déng STP (Segmentation — Targeting — Positioning) .........0..c0.cccceeeceee 6 2.1.2.3 Hoat déng MM (Marketing mix) ........ccccccccccecceseseseesseseeseseeseeeeeesseseeeesseneeaeeeenennene 7 2.1.2.4Trién khai hoat déng marketing (Implementation) .........c.+c0cccsssssssessssesvessvesseees 7 2.1.2.5Kiém tra, dénh gid hoat dong marketing (Control) ...........ccccccccese sees eeee teens 7 2.2 HOAT DONG TRUYEN THONG MARKETING .........cccsssscsssssssesssssssecsssseescesusecees 7 DeQV Ku ag iG oo eee cece ee ceeeeeeeseeesseeesescseeesncececscseeceeensseseseevstenessassnessusnensueneeseees 7 2.2.1.1 Hoat Ong try én thong ...ccccccccccccsccsscscssesssessesssesssesssesssssssesssesssesssessesssesssesssessseees 7 2.2.1.2 Truyén thong marketing tong hop (IMC) 2.2.2. Vai trd cia hoat d6ng truyén thong marketing.. 2.2.2.1 Déi véi doanh nghiép .. 2.2.2.2Déi voi ngwoi tiéu ding.. 2.2.3 Chie nang cia hoat dong truyén thong marketing .. 2.2.3.1 Chitc 1dng Mong titd....c.cececccccccceccccsecccssveccstecsessesescsenseesesescanensuesenesessentenseneseases 9 2.2.3.2 Chitec nding Kich thich ........cccccccceccsesess esses cs teeseesesessstenseesesescanensessenesessenseeseneeeases 9 2.2.3.3 Chiec meting WEN RE a eseseeccccssescssseesssssseesesneesessnnecsesusnecsesneseesunneceesneneeseaeesesnneees 9 2.2.4 Cac cong cu truyén thong marketing......0.....c00.ccecscsssssssssssessssssessessssecessseeecesssecess 9 2.2.4.1 Qu ding Cd0 (AdVErtSING) ........c.cccceccsecctescte eects eteseseeeesesesesesssecsnecseseetecseseseseeeeaeee 9 2.2.4.2 Khuyén mai (Sales Promotion) .......sssscssssissssssssssessssecssssssssscsssesssssscsssecsssessnsesesss 10 2.2.4.3 Quan hé cong chiing (Public Relations - PR).......c.cccccccccsectesscee ese eeeeeseeeseeeee 12 2.2.4.4Chao hang (Personal Selling) 2.2.4.5Marketing truc tiép (Direct Marketing).. 2.2.5 N@i dung chién luge truyén thong marketing . 2.2.5.1 Khach hang muc tiéu 2.2.5.2Muc tiéu try En thong ..ccccccccccccccssccssesssesssessesssesssssssesssssssesssesssessesssesssesssessseessee 15 2.2.5.3 THiEt KE tO ng AGP o.seccseeccsecscssessssssssssesssucsssssssssscssssccessccsssecsssccssssesussesssecesseesses 15 2.2.5.4 Lita ChON PRWONG TEN oo... cececcceccccecc secs cece eee e sete csesesesessnecseecsesesececseseseseseeeeassees 15 2.2.5.5 Tip nhén thong tin PRGN NOI ...c...cccccccccccsessssesssessesssesssesssesssesssesssesssesssessesssessses 15 CHUONG 3 PHAN TiCH HOAT DONG TRUYEN THONG MARKETING ......ecssssssssesceccereneeesccceeesnees 17 CUA SAN PHAM GIAY THE THAO BITI’S HUNTER ...sssssscsssssscsssssscssssscscsnsescssnsscesssssees 17 TAI CONG TY TNHH BINH TIEN (BITI’S) 3.1 TONG QUAN VE THI TRUONG GIAY THE THAO TAI VIET NAM.............- 17 3.1.1 Khai quaét vé thi trading... ccccccsssesscssseesssssssesssssscscssusecsesseceessusscessseceeessses 18 3.1.2 Toc d6 va quy m6 ve thi trudng 0... ccccssssssssssssesscssuseccsssesecssssscessnececessses 18 3.1.3 Cac yéu té anh huéng dén thi trudng gidy thé thao............ccccccccccseecccsseeeceseeee 18 3.1.3.1 Yu t6 chinh tri - Wt PNGP....cccccccccccccscscsesssessesssssssesssesssesssesssesssessesssesssesssesssesssees 18 3.1.3.2 YOu t6 CONG NGNE ..ccscccscsccsssscsssscsssessssscssucssssssssuessssecssssessssccssscsssscessscssuessueesseesesees 19 3.1.3.3 YOu t6 vita Nba = XG NGI oeeseeccscccssccsssssssssssuesssssssssecsssscsssscssssccsseccssecsssecssueesseesssees 19 3.2. TONG QUAN VE CONG TY TNHH BINH TIEN (BITD’S) ......c00csssccssssseteessssseees 20 3.2.1 Thong tin chung. 3.2.1.1Tam nhin 3.2.1.2Ste ménh . 3.2.1.3 Thanh tuu — Gidi thuéng 3.2.2 Qua trinh hinh thanh va phat trién DANH MUC CHU VIET TAT GDP Téng san pham quéc néi USD D6 la Mi TNHH Trach nhiém httu han ISO Té chute tiéu chuan héa quéc té BVQI T6 chur chung nhan chat hong quéc té déc lap cua Bureau Veritas quacenr Ching pm cB Kon TP.HCM Thanh pho Hé Chi Minh HTX Hop tac xa TVC Phim quang cdo truyén hinh viii Bang 3.1: Bang 3.2: Bang 3.3: Bang 3.4: Bang 3.5: Bang 3.6: Bang 4.1: Bang 4.2: Hinh 2.1: Hinh 2.2: Hinh 2.3: Hinh 3.1: hinh 3.2: Hinh 3.3: Hinh 3.4: Hinh 3.5: Hinh 3.6: Hinh 4.1: DANH MUC BANG Thong tin so lwoc vé Cong ty TNHH Binh Tien ccccsccsssccsssesssssssssessssssessesesees 20 Két qua hoat déng kinh doanh cia Biti’s tt ndém 2017 AEN 2019 ..oeesceccesveres 23 Danh muc san phdm va gid ban TUONG UNG coeeccecceseccecseseseseeseeesetetetenseseeeies 27 Cae chuong trinh khuyén mai déi voi san phdm Biti's Hunter wesc 32 Cae chuong trinh PR déi voi san phdm Biti’s Hunter ..sceccscsssssessssesssvesssveees 33 Cac hoat déng tiép thi truc tiép cia Biti’s trong néim 2017 — 2019. .....000.00 34 S— W-O-T vé hoat déng truyén thong cia Biti’s Hunter .. Mot sé hoat déng quan hé cong chiing Cita Biti’s woes testes 43 DANH MUC HINH Qui trinh ChGO DEN NANG... ceseccseeeeesteseteessnseeseseesensenecseseeeetseneceeseeeeseeeenaes 13 Qui trinh phat trién chuong trinh truyén HONG wecesecesecserecsseseeeesenseteeseetennene 14 Cée giai doan sGn Sang ctta ngueci MUA .eeseecseecsesveesveesseestesesessntesneesneesesenes 15 Viét Nam trong Top 10 quéc gia san xudt giday thé thao hang AGU eeccecscesvee 19 nam 2019 Viét Nam trong Top 10 quéc gia xudt khdu giay thé thao hang dau nam 2019 Gidi theéng Brand Development Campaign of the Year (Product)..........0+ 30 nam 2017 Gidi thong Best Use of Broadcast/Video Gm 2017 ...scceccccscecceseiererecssees 30 Phién ban Hunter Black Line...c.ccccceccceccsccsececses esse ssseesceeseseseessnecesenenenseee 31 Phan héi tie khdch hang trong chién dich cita Biti’s HUnter cocccccceescsesvsesvoees 35 Du dodn su ting trwéng cia thi trong gidy thé thao tw 2018 dén 2024 ..... 38 TOM TAT Cong Ty TNHH Binh Tién — Biti’s 14 Cong ty di dau trong linh vuc san xuat va cung ung gidy dép tai thi trvong Viét Nam. Sau nhiéu nam bao thi voi cdc thiét ké nghién vé chat lwong, vao dau nam 2016 Biti’s 44 cho ra doi san pham thé hé hoan toan moi mang tén “Biti’s Hunter”. San pham nay da thay déi hoan ton chién loc truyén théng cia Biti’s trong suét thdi gian qua. Chinh vi diéu 46, tac gid da chon dé tai nham xac dinh cdc yéu té anh huong dé chién lutoc truyén thdng ctia Biti’s, xac dinh duoc cac wu va nhuoce diém dé tir do tim ra duoc nhing giai php phd hop nham nang cao hiéu qua ctia céc chién lvoe truyén théng ctia Biti’s. Trong dé tai nay tac gid két hop ca phong phap nghién tai ban , phuong phap téng hop, chon loc so sanh. Két qua xac dinh duoc 5 yéu té anh huéng dén hiéu qua ctia chién lwoc chiéu thi cia Cong ty Biti’s gdm: Quang c4o, khuyén mai, quan hé céng chiing, tiép thi truc tiép va ban hang ca nhan. Dong thoi dua ra duoc 5 nhém giai phap trong ung nham hoan thién chién luoc chiéu thi ctia Bitis’s cho nam 2021. ABSTRACT Binh Tien — Biti's Co., Ltd. is a leading company in the field of manufacturing and supplying footwear in Vietnam market. After years of conservative with quality research design, in early 2016 Biti's launched a completely new generation product called "Biti's Hunter". This product has completely changed Biti's communication strategy during the past time. Therefore, the author chose this topic to identify influential factors in Biti's communication strategy, identifying the pros and cons to find the right solution to improve the effectiveness of Biti's communication strategies. In this topic, the author combines both the method of study in the table , the method of synthesis, selective comparison. The results identified 5 factors that influence the effectiveness of Biti's marketing strategy including: Advertising, promotions, public relations, direct marketing and personal sales. At the same time, 5 respective solution groups are available to improve Bitis' marketing strategy for 2021. > Biti’s Hunter 1a sin pham hung vao khéch hang muc tiéu 1A gidi tré, tuy nhién, theo s6 liéu cia BO Lao dong, Thuong binh va Xa hoi thi Viét Nam chinh thc budc vao gia doan gia hda dan s6 ké tir nam 2014, téc dé gid héa dan sé hién tai dang thudc hang cao nhat thé gidi, tir dé nguy co sut giam doanh sé déi voi nhém khéch hang muc tiéu 1a rat Ion. > Nganh cOng nghiép phu tro gidy da cdn cham phat trién, theo sé liéu cia Lefaso thi nam 2017 nganh phy tro giay da cia Viét Nam chi méi dap tng 45% nhu cau thi truong trong nude, hau hét cdc nguyén phu liéu déu nhap tir nude ngoai dan dén chi phi cao, han ché nang luc canh tranh voi cac hang giay nudc ngoai, dac biét 1a cdc doanh nghiép tir Trung Quéc. > Téc d6 phat trién khoa hoc cong nghé nhanh dan dén 4p Ive phai nghién cwu va phat trién mau ma mdi, thiét ké dep, bat mat, thu hut gidi tré trudc su canh tranh tir cdc doanh nghiép nucéc ngoai. > Déi ngi nh4n vién thiéu kinh nghiém trong cdc hoat d6ng truyén thong. > C4c doanh nghiép nuéc ngoai cé nhiéu tim Inc vé tai chinh va kinh nghiém trong hoat d6ng truyén thong, Ap lve canh tranh déi voi Biti’s 1a rat 1én. Do d6, doi héi Biti’s phai cé su dau tu, nghién cttu cdc chién loc truyén thong déi voi cdc san pham ctia minh. Chinh vi vay nhiéu cau héi dat ra 1a 1am thé nao dé danh gia dugc thue trang céc hoat d6ng truyén théng ctia Biti’s hién tai c6 phd hop khong? Lam thé nao dé tim ra duoc nhiing yéu t6 tac déng dén cdc chién luoc truyén thong ctia Biti’s, déng thdi danh gia nhiing uu va nhuoc diém trong chién loc truyén théng hién tai cia Biti’s dé tim ra duoc nhitng giai php nham hoan thién hon cac chién luoc truyén théng ctia Biti’s. Co 16 can phai cd su dau tu, nghién ctu va x4y dung mét chién lvoc truyén thong hop ly, ding dan trong dai han. Xuat phat tir nhimg cau hdi do, tac gid 44 quyét dinh chon dé tai “ HOAT DONG TRUYEN THONG MARKETING CUA GIAY THE THAO BITI’S HUNTER TAI VIET NAM?” lam dé tai cho luan van, nham cho thay duoc céi nhin tong quan vé hoat d6ng truyén thong ciia Biti’s d6i voi ddng san pham Biti’s Hunter, tt do tim ra duoc nhiing giai phap dé hoan thién chién lugc truyén théng gitp Biti’s nang cao duoc gid tri thong hiéu, déng thoi thuc hién dung st ménh ctia minh da dat ra do la “Biti’s — Nang niu ban chan Viét”. 1.2 MUC TIEU BAI NGHIEN CUU Hé thong héa vé nhitng ly luan co ban vé hoat déng truyén thong trong doanh nghiép, buc tranh tong quat vé hoat dng truyén thong tai Céng ty TNHH Binh Tién, lam tai liéu tham khao phuc vu cho cdc cap quan ly ctia Céng ty TNHH Binh Tién ra cdc quyét dinh quan trong. Danh gia duoc thu trang cia cdc hoat d6ng truyén théng déi voi dong san pham giay thé thao Biti’s Hunter ctia Céng ty TNHH Binh Tién (Biti’s). Dé ra mét s6 giai phép nham hoan thién cdc hoat d6ng truyén thong d6i voi dong san pham giay thé thao Biti’s Hunter cia Céng ty TNHH Binh Tién (Biti’s) cho nam 2021. 4 1.3 DOI TUQNG VA PHAM VI NGHIEN CUU 1.3.1 Doi tong Hoat déng truyén théng marketing ctia san pham giay thé thao Biti’s Hunter cong ty TNHH Binh Tién (Biti’s) tai viét nam 1.3.2. Pham vi Pham vi: Tai thi trrong Viét Nam Thoi gian: nghién cttu s6 liéu, thong tin tir ndm 2017 dén nam 2019 1.4 PHUONG PHAP THUC HIEN NGHIEN CUU Phuong phap thu thap thong tin: thu thap théng tin tht cp: théng qua nghién cwu tai ban nham thu thap nhiing thong tin thr cap dé tim hiéu vé Céng Ty THNN Binh Tién tai Viét Nam va san pham giay thé thao Biti’s Hunter. Va nguén thong tin tu: - Bao chi: Tap chi marketing, bao tiéu ding, hoat dong marketing.,... - Mang Internet: www.bitishunter.vn ; www.brandsvietnam.com 3... - Giao trinh: Marketing Can ban truong Dai Hoc Tai Chinh — Marketing Phuong phap xt ly: tong hop, phan tich, so sénh, két luan Hé théng lai ly thuyét c6 lién quan tt sach,giao trinh marketing cin ban truong dai hoc Tai chinh — Marketing, internet... Tw nhing ly thuyét thu thap duoc tir gido trinh,sdch, mang Internet hé thong lai thanh co sé ly luan hoan chinh. Thu thap thong tin tir cdc phurong tién truyén théng. Nghién cttu cdc tai liéu lién quan, trén co sé do phan tich, tong hop, hé théng héa va khéi quét hoa nhimg théng tin thu duoc vé chién luoc truyén théng cia nhan hang Biti’s Hunter. 1.5 BO CUC NGHIEN CUU Chuong 1: Téng quan vé dé tai Chuong 2: Co sé ly luan vé hoat déng truyén thong marketing Chuong 3: Phan tich hoat dng truyén thong marketing cia san pham giay thé thao Biti’s Hunter tai cong ty TNHH Binh Tién (Biti’s) Chuong 4: Mét sé giai phdp nham hoan thién hoat dng truyén thong marketing ctia san pham giay thé thao Biti’s Hunter tai cng ty TNHH Binh Tién (Biti’s) cho nam 2021 Chuong 5: Két luan va kién nghi CHUONG 2 CO SO LY LUAN VE HOAT DONG TRUYEN THONG MARKETING 2.1 KHAI NIEM MARKETING 2.1.1 Khai niém marketing Marketing 14 qué trinh ma qua do ca nhan hay té chtte cé thé théa min nhu cau uée muén cia minh théng qua viéc tao ra va trao déi cdc san pham voi ngwoi khdc. La hoat dong vita mang tinh khoa hoc vira mang tinh nghé thuat. Khoa hoc vi né nghién ctu tinh quy luat hinh thanh van dong cua nhu cau, quy luat cua thi trwong, cdc hanh vi, nhan thite ctia cdc déi trong. Nghé thuat 1a nghé thuat lam hai long, thoa man khach hang, van dung mét cach linh hoat cc nguyén tac marketing déi pho voi sw bién déng cia thi trrdng va hoan canh kinh doanh. Ngoai ra, marketing con dem lai nhiing gid tri, méi quan hé manh mé gitta cdc doanh nghiép va khach hang. 2.1.2 Qua trinh cia marketing 2.1.2.1 Nghién cteu thong tin marketing (Research) Nghién ctu marketing 1a diém khdi dau cho marketing, 1a qué trinh thu thap, xt If va phan tich thong tin. Doanh nghiép sé tré thanh nhiing nguéi mi néu nhu khéng tham gia cdc hoat dong nghién ctu marketing. Nghién cttu gitip doanh nghiép xac dinh dugc thi hiéu tiéu ding,thi trvdng...dé chuan bi nhitng yéu té thich hop. Ngoai ra, dé cd bude phat trién tot can nghién cwu ki luGng vé co hdi, théch thitc,...va su tfnh todn vé tai chinh doanh nghiép dura trén co so chién luoc nham chi ré hon vé loi nhuan dem lai cé phu hop voi cac muc tiéu tai chinh doanh nghiép hay khong. 2.1.2.2 Hoat déng STP (Segmentation — Targeting — Positioning) Phan khtic thi trvong (Segmentation) 1a nghién ctu gitip doanh nghiép kham pha nhiéu phan khtic/nhém khéch hang, phan khtic thi trong dua trén 4 tiéu thie nhw hanh vi khach hang, nhan khau hoc, tam ly, dia ly. Doanh nghiép phai la chon khach hang muc tiéu dua trén céc phan khtic khéc nhau. Phan khtic nao cang dem lai nhiéu gid tri hon thi doanh nghiép sé tap trung danh thang vao phan khtic do. Chon thi truong muc tiéu (Targeting) 1a sau khi xac dinh duoc phan khtic doanh nghiép sé tiép tuc lua chon ra nhom khach hang mang dén gid tri loi nhuan cao nhat, tir do dé dang tiép can. Dé quyét dinh chinh xdc thi trvong, doanh nghiép phai phan doan, danh gia cac doan thi truong, chon thi trwong phi hop voi kha nang cua doanh nghiép. Dinh vi san pham (Positioning) 1a yéu t6 dé khach hang cé thé nhan biét loi fch then chét cta san pham va tao ra su khdc biét so voi cdc san pham dang canh tranh trén thi truong. Dinh vi thanh c6ng gitip doanh nghiép c6 ché dig ving trong tam tri khdch hang vé san pham/ dich vu cua minh. 2.2.3 Chie nang cua hoat dng truyén thong marketing 2.2.3.1 Chiec nang théng tin Gioi thiéu: gidi thiéu san pham dén ngwdi tiéu dung, giip ngwdi tiéu ding hiéu 16 hon vé san pham, cé sw phan biét gitta cdc san pham khéc nhau trén thi trrdng, déng théi nguoi tiéu ding duoc bao vé loi ich khi mua hang, tranh mua hang gia, hang nhdi. Thuyét phue: gitip khac sau hinh anh cia thvong hiéu vao trong tim trf khéch hang, lam cho khach hang tin vao chat lrong ma doanh nghiép cam két, cfing nhv uy tin san pham cia céng ty, dé thc day hanh vi tiéu ding ctia khach hang d6i voi san pham cia doanh nghiép. Nhac nhé: nhac cho ngwoi tiéu ding nho dén sv ton tai cia san pham trén thi truong, khac sau dac tinh vuot trdi cia san pham, nham tao su lién két gitta san pham voi khach hang, dé khdch hang khéng bi xao nhdng déi voi san pham khéc hay chuyén sang str dung san pham cia déi thi canh tranh. 2.2.3.2 Chive nang kich thich Céc hoat d6ng truyén théng cé téc dung khuyén khich ngwoi tiéu ding str dung san pham, kich thfch qué trinh mua cia ngwoi tiéu dimg nhanh hon theo hung cé loi cho doanh nghiép. Mat khdc chinh cdc hoat déng truyén théng lam cho trung gian, nhan vién ban hang tin tudéng hon vao san pham, uy tin cata thuong hiéu, kich thich su dong gop va trung thanh ctia ho voi doanh nghiép. Yéu t6 nay rat quan trong trong giai doan canh tranh khéc liét nh thoi diém hién nay. 2.2.3.3 Chiec nang lién két Hoat dong truyén théng lién két ngwoi tiéu ding va cdc nhém céng chting lai voi nhau. VA céc méi quan hé nay sé gép phan thuc day cdc hoat déng truyén théng ndi riéng va marketing cia doanh nghiép tét hon. 2.2.4 Cac cong cu truyén thong marketing 2.2.4.1 Quang cdo (Advertising) La hoat d6ng truyén thong khéng truc tiép va ngwoi ta phai tra chi phf dé dua thong tin vé san pham/thvong hiéu tdi thi trvong muc tiéu trong nhiing khoang thoi gian va khong gian nhat dinh théng qua cac phuong tién truyén thong. * Chic nang cla quang céo Chitc nang théng tin: khai quat duoc thong tin vé doanh nghiép, vé san pham nhw dic diém, chat luong, gid ca, sw yéu thich, mat do phan phi... Chite nang thuyét phuc: tac déng vao tam ly ngwéi nhan, lam thay d6i phan nao vé nhan thie ctia ho déi voi san pham va di dén hanh déng cu thé. Chite nang nhac nhé: dé duy tri wong khach hang d6i voi céc doanh nghiép hay nhan hiéu uy tin, nhac nhé khach hang vé su ton tai cla san pham. 9 * Cac phuong tién h6 tro théng tin quang cdo Truyén hinh: 1a mét hinh thtte quang c4o cé tt lau nhung van 1A loai hinh quang cdo dat dé va duoc cho 1a phé bién nhat, vi hau hét hinh thie quang cao nay danh cho cae don vi nhiéu tién, co dau te manh. Hinh thc quang cdo nay mang lai wu diém 1a tiép cap duoc nhiéu ngwéi sir dung nhat trong thoi gian nhanh nhat vi su da dang tt 4m thanh, mau sic, pham vi lan rong. Mang x4 hdi (Internet): quang cdo trén internet hay cn goi voi cdi tén quen thudc 1a “Quang cdo trén mang” vdi nhiéu hinh thttc nhu: gtti email dé quang cao, cdc doan phim ngan trén cdc trang mang, cdc bai viét quang cdo trén c4c trang mang x4 hdi, va dic biét trong do cac trang mang x4 héi facebook va google 1A 2 hinh thie manh va hiéu qua nhat hién nay. Truyén théng bao chi: 14 loai hinh quang cao tac d6ng bang hinh anh, khau hiéu, nhitng bai viét trén cdc loai bdo, tap chi... Loai hinh nay von di da duoc ra doi rat lau tuy nhién cho dén hién nay van 1a hinh thtte mang lai hiéu qua cao, wu diém hinh thc nay 14 thong tin quang cdo cua ban digc lun lai mot cach lau dai. Quang cdo ngoai troi: day 1a tén goi chung cho loai hinh bang quang cao duoc dat 6 tam cao nhu: trén cdc toan nha cao tang, cac bang hiéu 6 cdc cdot cao, tai nhtmg noi cd hoat dong céng dong, trén nhitng tuyén duong, cdc tram xe buyt, xe taxi, ... Quang cdo bang qua tang/4n pham: day 1a hinh thie théng qua tang qua nhan dip t6 chite cdc su kién, hoi nghi, hdi thao hay dinh kem voi cdc san pham khéc khi mua sam,tiéu ding... trén nhiing vat pham qua tang c6 in logo, nh&n hiéu san pham, cac théng tin va don vi minh muén gti tdi ngwéi nhan. Bén canh do con co rat nhiéu céc loai hinh quang cao da dang va phong phi khac nhuw: quang c4o bang phat thanh, quang cao trén cac phuong tién van chuyén, quang cdo qua to roi, bang-rén, dp phich, cdc bao bi san pham, quang cdo qua tin nhan dién thoai, qua cdc chuong trinh, su kién noi céng cong 2.2.4.2 Khuyén mai (Sales Promotion) Theo tc gia Nagle & Holden (2002) thi “ Khuyén mai 14 hoat déng quan trong trong viéc thic day doanh sé, tao ra su nhan thtre vé thuong hiéu citing nhu xay dung duoc gia tri thuong hiéu trong tam tri cia khéch hang”. Viéc stt dung ding cong cu khuyén mai phi hop voi ngan séch sao cho ding san pham, dich vu va ding thi trong muc tiéu sé anh hwéng truc tiép dén hiéu qua ban hang. Viéc ra quyét dinh mua hang cia ngwoi tiéu ding sé bi tac déng béi nhiéu yéu tot, trong do bao gém gid ca cia san pham thuong sé IA su can nhac hang dau trong bat ky quyét dinh mua sam nao. Theo Paker Lindberg chi thich héi khuyén mai MY thi “ Khuyén mai 1a lam cho san pham van d6ng ngay hém nay, khong phai ngay mai’’. Hoat dong khuyén mai trong dich vu thong qua viéc st dung cdc cong cu, ky thuat va nhitng giai phdp thich hop trong ting diéu kién, hoan canh cu thé ctia c6ng ty nham day manh tiéu thy trong thdi gian ngan han. 10 * Muc dich ctia khuyén mai Déi voi ngwéi tiéu ding: Kich thich sy td md, muén st dung th va mua san pham mdi, tang nhu cau tiéu ding san pham hién tai. Tao duoc su gan b6 trung thanh ctia ngwoi tiéu ding voi nhan hiéu, déng thoi bao vé nguén khdch hang hién tai cia doanh nghiép. Tir do g6p phan phéi hop va lam nang cao hiéu qua cia quang céo va céc hoat déng marketing khac. Déi voi hé théng phan phéi: X4y dung, mé rong mang lwdi phan phéi va tao sw hé tro cho san pham mdi. Nang cao hinh anh va hé tro cho san pham dang tiéu thu thong qua viée khuyén khich nha phan phéi, ngwoi ban 1é trang bay san pham hay nguén hang du trit. Khong ngtng cting cé va duy tri mdi quan hé voi céc trung gian va nhan vién tiép thi. * Céc hinh thie khuyén mai Tang san pham/dich vu mau dé khdch hang ding tht mién phi: theo hinh thtte nay thi cdc doanh nghiép sé dua cac hang hoa mau, cung tng dich vu mau dé khéch hang ding thir ma khong phai tra bat ctr mét loai chi phf nao nham gitp khéch hang trai nghiém vé san pham, dich vu cia doanh nghiép. Tang qua ma khéng kém theo rang bu6c: hinh thitc thuong duroc Ap dung trong trong hop doanh nghiép dang co nhig hang héa sap hét han st’ dung, muén nang cao, duy tri thong hiéu, hoac don gian 1a muén danh vao long tham ciia khach hang... kich thich tiém nang mua hang. Giam gid san pham: hinh thite nay khé phé bién va thong thwong duoc trién khai nham giai phong hang t6n kho, nang cao sé Iwong ban dé bu dap vao chi phi giam gid. Tang kém phiéu mua hang: ngwéi kinh doanh sé tang phiéu mua hang giam gid, diéu nay sé gitip gitt chan duoc khach hang dé ho tiép tuc quay lai mua san pham cia bén minh. Tw cc phiéu mua hang tri gia dén vai triéu déng, dén cdc phiéu mua hang giam gid chiét khau %... Tang kém co héi béc tham tring thwéng: hoat dong mang tinh chat may ri. Voi cdc hoa don dat 6 mot mite nao do theo nhitng yéu cau nhat dinh, khéch hang sé nhan duoc phiéu du thudng hodc mi dw thuéng, doanh nghiép sé t6 chite béc ra ma tring thuéng mot cach céng khai. Tang kém phiéu dv thi: khach hang phai thong qua viéc tra loi duoc céc cu hdi, virot qua céc thir thach hoe yéu cau nao dé cia doanh nghiép thi moi dugc qua, déng thdi cdc cau hdi hoc tha théch sé rat don gian vi muc tiéu 1a doanh nghiép muén huong dén san pham. Chuong trinh wu dai khach hang thuong xuyén — khdch hang than thiét: hinh thie tuong di phé bién. Khach hang thuong sé duoc cp mét thé, hoc mét ma sé nhat dinh dé quan ly doanh sé mua hang. Khéch hang sé tich Itty cac han mirc tir viéc mua sam tai doanh nghiép. Tu 46, doanh nghiép cé céc hinh thtte wu dai hodc chiét khau dé kich thich ho tiép tuc mua hang nhu: giam gia, tang qua, moi tham quan, du lich... 11 Tiép thi truc tiép qua thu: cdc doanh nghiép sé gtti thu qua buu dién tric tiép toi tay khach hang nam trong danh muc cua ho, trong do co thu, mau tht, mau quang cdo nho, phim, sé dién thoai lién lac... Day 1a mét trong cdc cach truyén dat day di théng tin vé san pham, dich vu dén cdc nhém khach hang muc tiéu voi chi phi khd dé chiu. Tiép thi qua thu dién tv: trong hoat déng tiép thi nay cdc doanh nghiép sé gti thu qua email, mang x4 hi dén cdc khdch hang ctia minh. Diéu dang quan tam nam trong hinh thie tiép thi nay 1 cdc email cia doanh nghiép giti cé thé khé tiép can duoc khdch hang. Tiép thi tan nha: 14 hinh thite cdc nhan vién tiép thi sé truc tiép dén timg nha ctia khéch hang dé gidi thiéu, quang b4 vé san pham, dich vu hay cac chvong trinh wu dai cia doanh nghiép. Hinh thie nay thuong duoc sir dung nhiéu trong nganh thy pham tiéu ding vi nd c6 thé gitip khach hang dé dang trao di théng tin hay thc mac lién quan dén san pham. Tiép thi tir xa qua dién thoai: véi hinh thtte nay doanh nghiép sé goi dién truc tiép dén khdch hang. Voi uu diém 1a vi dién thoai 1a mét phuong tién giao tiép khéng thé thiéu, nhanh chong va tién loi, khong gi thay thé duoc, gitip dé dang tiép can voi khach hang, citing nhu gitp khach hang tiép cAn voi doanh nghiép bat ké khoang cach kh6ng gian va thoi gian. 2.2.5 N6i dung chién luge truyén thong marketing Xaec Dinh Déi Tuong Muc Tiéu Xac Dinh Muc Tiéu BbuIon Thong Thiét Ké Théng Diép Lua Chon Phuong Tien Hinh 2.2: Qui trinh phat trién chong trinh truyén thong Ngudn: Marketing Can Ban Dai hoc tai chinh — Marketing 2.2.5.1 Khach hang muc tiéu Qua trinh truyén thong khoi dau bang viéc xac dinh r6 rang adi trong muc tiéu, ho cé thé 1a khdch hang tiém nang hodc khdch hang hién tai, ho cé thé 1a ngwoi ra quyét dinh mua hoac chi c6é thé 1a ngwoi gay anh huéng. Déi trong muc tiéu c6 thé 14 c4 nhan, nhém hay mét t6 chitc, nhom cong ching nao do. Viéc xac dinh adi tong muc tiéu anh huong manh dén céc quyét dinh khac nhu: théng diép sé ndi gi? N6i khi nao? G dau? Ai sé ndi? 14 2.2.5.2Muc tiéu truyén thong Muc tiéu truyén thong thuong gan voi muc tiéu marketing va muc tiéu cudi cing thong gan voi hanh vi mua hang, tuy nhién, trong nhiéu trudng hop, viée mua hang 1a két qua ctia mét qué trinh dai trong viéc ra quyét dinh ctia ngwoi tiéu ding. Khi truyén théng ta can biét chinh xac ngwoi tiéu ding dang 6 vi tri nao trong qué trinh san sang mua ctia ho. Nhén biét Hinh 2.3: Cac giai doan san sang cia ngwoi mua Nguén: Marketing cén ban Dai hoc Tai chinh — Marketing 2.2.5.3 Thiét ké thong diép Thong diép trudc hét phai gidi quyét muc tiéu truyén thong da xdc dinh, phai phi hop voi déi tong truyén tin. Dé c6 mét théng diép hiéu qua, khi ma héa théng tin thanh cdc théng diép cn cAn nhac dic diém déi tyong va phuong tién sé sir dung dé phat tin. Thiét ké thong diép can giai quyét ba van dé: ndi cdi gi? NOi dung noi nhw thé nao? cau tric va hinh thi théng diép. 2.2.5.4 Lita chon phiong tién Nguoi truyén théng sé chon lwa hai kénh truyén théng: Truyén thong c4 nhan: 1a dang truyén théng truc tiép, déi mat voi d6i tong muc tiéu. Hinh thtte chat yéu 14 chao hang c4 nhan. Truyén théng phi ca nhan: cac théng diép duoc truyén di khéng thong qua qua trinh tiép xtic truc tiép gitta ngudi gti va ngwoi nhan. Hinh thtte truyén thong dang nay 1A quang cdo, giao té, marketing truc tiép. 2.2.5.5 Tiép nhdn théng tin phan hoi Tac d6ng cia chvong trinh truyén thong marketing khOng phat sinh tire thi ma cé thé vé lau dai. Danh gia hiéu qua cac chwong trinh truyén thong marketing phai tién hanh cuéc khao sat chuyén sau nham vao cae déi tuong ctia ké hoach truyén théng, ti théng tin phan héi c6 thé diéu chinh cho nhting ké hoach ky sau. 15 TOM TAT CHUONG 2 Chuong 2 trinh bay hé théng vé co sé ly Iuan lién quan dén hoat d6ng truyén thong va lam co sé dé tim hiéu vé va van dung vao viéc phan tich thuc trang hoat dong truyén thong ctia Céng ty TNHH Binh Tién d6i vi san pham Biti’s Hunter ¢ chuong tiép theo. 16 3.1.3.2 Yéu té cong nghé Cong nghé cé vai trd ngay cang quan trong co y nghia quyét dinh trong canh tranh béi no anh huong sau sac va toan dién trén cac linh vuc hoat dong cua thi truong. Tién bé ctia ky thuat céng nghé anh huéng truc tiép va quyét dinh dén hai yéu trén thi trvong do 1a chat lvong va gid ban. Do vay, no tac déng dén thi trudng céc nha cung cp, nha san xuat, qué trinh san xuat va vi thé canh tranh. Cong nghé phat trién nhanh va nhiéu thi viéc nhan dang va danh gia cac co hdi va de doa gan lién voi céng tac nghién cttu ky thuat ctia doanh nghiép. Su phat trién cha cong nghé lam thay d6i ban chat ctia sw canh tranh béi su tac dong dén chi phi san xuat, nang suat lao déng va viéc thue thi cdc giai phdp cu thé cia marketing. Céc anh huéng ctia no con thé hién kha ré net trong linh vue thu thap va xt ly thong tin kinh té xa hoi phuc vu cho muc dich kinh doanh.. Vi vay cac hoat dong thi truong can phai nam 16 kh6ng chi 1a tinh hinh kinh té ciing voi céc bién déng ctia né ma cdn can phai nam bat va hiéu 16 duoc ban chat cia nhimg thay déi cia nhan té ky thuat cong nghé. 3.1.3.3 Yéu té vin héa - xa hgi C4c nhan té vé van hda x4 héi anh hudng cham song rat su sac dén thi trudng kinh doanh. Cac nhan t6 phong tuc tap quan, 16i séng, trinh d6 dan tri... Ching anh huéng sau sac dén co céu cia thi trong. Chang han, két cau dan cu va trinh dé dan trf cé anh huong true hét dén tham mf, thi hiéu tiép do 1a cac doi hdi vé mau mi, ching loai, mau sac cia san pham. Sy thay di vé co cau tudi tac trong dan cu sé dan dén tinh trang thay déi co cau khéch hang tiém nang theo d6 tudi va co cau tiéu ding khéc nhau vé san pham hang héa. Nhiing gid tri van ha truyén théng can ban rat bén vig, kho thay déi, tinh kién dinh rat cao va truyén tt doi nay qua doi khac. No quy dinh nhiing thai d6, hanh vi ung xt, hanh vi tiéu diing. Sw da dang héa, giao thoa ctia cdc nén van ha sac téc, t6n gido khién cdc hoat d6éng marketing phai vot qua nhimng rao can vé ngOn ngit, tap quan, thdi quen 1é giao dé ton tai va phat trién. 19 3.2 TONG QUAN VE CONG TY TNHH BINH TIEN (BITI’S) 3.2.1 Thong tin chung Bang 3.1: Théng tin so luoc vé Cong ty TNHH Binh Tién Tén giao dich tiéng Viét COng ty TNHH san xuat hang tiéu ding Binh Tién Tén giao dich quéc té Binh Tien Imex corp., Pte., Ltd Tén viét tat Biti’s vis Logo Nang niuban chan Viet Dia chi 22 Ly Chiéu Hoang, Phuong 10, Q.6, TP.HCM Dién thoai (028) 38 753 443 Fax (028) 38 754 44 Email infor @bitis.com.vn Website www. bitis.com.vn Nguon: tong hop trén website: bitis.com.vn 3.2.1.1 Tam nhin Biti’s quyét tam x4y dung tam nhin va khang dinh dién mao nham phat trién Cong ty TNHH Binh Tién thanh mét cng ty 16n manh va ngay cang phat trién trong va ngoai nude, gitt vitng vi tri hang dau tai Viét Nam d6ng thoi hdi nhap tich cue voi quéc té, tré thanh COng ty san xuat hang tiéu ding lon manh tai chau A. 3.2.1.2 Sie ménh Khong ngtng cai tién, nang cao chat luong cung cap san pham ding y nghia cia ban sac thuong hiéu Biti's “Uy tin - chat lvong”. Cong ty TNHH san xuat hang tiéu ding Binh Tién cam két sé khong ngirng cai tién, nang cao chat lwong cung cap san pham, dap ung ngay mét tot hon yéu cau ngay cang cao va da dang ctia khdch hang, ding nhw y nghia ctia ban sac thong hiéu Biti's “Uy tin - chat luong”, tao dung niém tin lau dai déi voi tat ca khach hang. 20 3.2.1.3 Thanh tuu — Gidi theéng Tiéu chuan hé thong quan ly chat lwong ISO 9001:2008 cia t6 chtte BVQI va QUACERT. Top 500 doanh nghiép In nhat Viét Nam. Ctip nha phan phéi ban 1é hang dau Viét Nam. Gidy ching nhan cup vang thwong hiéu uy tin chat long nganh da giay. 15 nam lién dat danh hiéu Hang Viét Nam Chat Luong Cao. Cup 1 trong 50 thong hiéu ndi tiéng nhat Viét Nam do Phong thvong mai va Cong nghiép Viét Nam binh chon. Trong 4 nam lién tiép 2008, 2010, 2012, 2014 Biti’s dwroc vinh danh la Thuong hiéu quéc gia, giai thong do Cuc xtic tién Thuong mai B6 céng thong trao tang. Huan chong Lao Déng hang Nhi do cé thanh tich xuat sac trong cong tac, g6p phan xay dung Chu nghifa xa hdi, bao vé Té Quéc Viét Nam do Chu tich Nude Truong Tan Sang tang. 3.2.2 Qué trinh hinh thanh ya phat trién C6 tién than 1a hai t6 hop san xuat giay dép don gian 14 Binh Tién va Van Thanh do chfnh hai vo chéng doanh nhaén Vuu Khai Thanh va phu nhan 1A ba Lai Khiém thanh lap, hai t6 hop san xuat dat tai duwong Binh Tién (nguén gdc cua tén cng ty hién tai) Quan 6, TP.HCM va bat dau hoat déng vao ném 1982. Dén nam 1986, sat nhap lai voi nhau thanh Hop Tac X4 cao su Binh Tién, chuyén san xuat cdc loai dép tiéu thu trong nude va xuat khau sang cac nude Déng Au va Tay Au. Nam 1989, doc Nha nude cap phép true tiép xuat xuat — nhap khau. Nam 1990, trwoc su canh tranh ctia cac mat hang giay dép ngoai nhap, Hop tac xa Cao su Binh Tién 44 cht dong dau ty déi moi céng nghé san xuat, nhap khau cdc mdy méc va trang thiét bi san xuat theo cong nghé EVA tir Dai Loan, nham canh tranh véi cdc mat hang ngoai nhap. Thang 06/1991, HTX Cao su Binh Tién lién doanh voi cong ty SunKuan Dai Loan thanh lap nén céng ty lién doanh Son Quan, chuyén san xuat cdc loai gidy dép xuat khau 100%. Day la Cong ty lién doanh dau tién gitta mét don vi kinh té tu nhan Viét Nam voi mot Cong ty nuoc ngoai. Thang 01/1992, HTX Cao su Binh Tién chinh thirc d6i tén thanh Céng ty San xuat Hang tiéu diing Binh Tién (Biti's) chuyén san xuat cdc ching loai gidy dép cao cp tiéu thu trong va ngoai nude. Thang 05/1995, Biti’s thanh lap thém céng ty TNHH Binh Tién Déng Nai (Dona Biti's), cng ty con cua Biti’s. 21 Tré em tir 7-15 tudi: cdc bac phu huynh thuong mua theo sé thich cia con cdi. Trong khi do, nhiing dra tré thi bi anh huéng béi phvong tién truyén thong (bang dia ) va Internet (facebook, blog ). Sw khac biét trong so thich cua bé trai va bé gai cing tac dong nhiéu dén quyét dinh lc chon giay dép. * Khach hang huong dén: B6é me, anh chi em,... * Khéch hang tiém nang: Ong ba, c6 cht... 3.2.7 Doi tha canh tranh Hién nay, giay thé thao Sneaker 4 tré thanh m6t mon dé khéng thé thiéu trong ti quan 4o ctia bat ctr cd nhan nao. Néu nhv trén thé gidi ndi tiéng voi rat nhiéu anh ca trong lang san xuat thiét ké gidy thé thao. Céc san pham giay cilia cdc hing giay thé thao Viét Nam lai dang dan dan duoc nhiéu ngwoi wa chudng hon. Cc san pham giay thé thao Viét Nam dang dan dan duoc moi ngwoi trong nude biét dén va st dung nhiéu hon. Dac biét nhiéu hang giay con tao duoc nhiing tiéng vang Ion thu hut duoc ca cdc ban bé trén thé gidi tin ding. Cac san pham giay thé thao Viét Nam c6 mau ma da dang, phong phi, hop thoi trang. Khéng hé kém canh cac thuong hiéu gidy thé thao ni tiéng trén thé gidi hién nay. Khéng chi vay gid thanh ctia cdc san pham giady thé thao Viét Nam lai kh phai chang, ré hon so voi mat bang chung trén thé gidi. Tuy gid thanh ré nhung chat rong san sang bén theo nam thang. Déng thi trén thi trong giay thé thao hién nay, nhiing cdi tén ndi dinh néi dam trong lang giay thé thao phai ké dén do 1a: Nike, Adidas, Converse, Puma, ... 3.2.8 Phan khic thi truong cia cong ty Voi 70% san pham duoc tiéu thu 6 ndi dia. Cong ty Biti’s xac dinh thi truong trong nuéc van 1a dat séng ctia Biti’s. Céng ty luén chi trong tap trung cho viée nang cao chat lvong san pham, mau mi phong phi, gid ca phai chang, dc biét 1a co cau san xuat chuyén sang c4 san pham mdi phai phi hop voi nhu cau va xu huéng thi trvong trong tuong lai. Phan khic thi truong ma Biti’s huong toi nhw sau: 3.2.8.1 Phan khiic theo nhaén khdu hoc * Thiéu nién nhi déng Tw 0 - 7 tui: Cac bac phu huynh khi la chon giay dép, cho hra tudi, nay thuong quan tim toi hinh dang, d6 mém dé, d6 an toan, cting nhw d6 bén, sw thoai mdi khi st dung san pham. Ho san sang mua nhiing déi chat lwong t6t, phi hop voi yéu cau voi gid cao. Tw 7 - 15: G hia tudi nay thiéu nién da co sé thich va ching kién riéng. Nhiing ngwoi phu huynh thong mua theo sé thfch ciia con. $6 thich cia thiéu nién 6 ha tudi nay dé bi anh huong cua cac phuong tién thong tin dai ching. Tré co xu huong wa thich hinh nhiing con vat dang yéu hay nhan vat duoc wa thich. Cac san pham c6 kiéu dang dep trang tri ndi bat thi kha duoc wa chudng. 24 * Thanh nién: © hta tuéi nay hau nhw ho tu di mua va thanh ton gid san pham. Nhin chung thanh nién Viét Nam da co xu huéng thdi trang va muén duoc khang dinh minh. Ho bi hap dan béi nhitng mau ma mdi, kiéu dang pha cdch. Ho thich san pham diac biét mang ban sac riéng phi hop voi gu tham mi. M6t sé di theo trao luu. * Trung nién Nhan vién van phong: Ho thuéng quan tam nhiéu toi kiéu ding va mau sac ctia san pham. San pham yéu cau cé kiéu dang don gian. Thuong 1A theo phong cach cé dién, mau sac hoi téi , trang tri don gian.San pham phai mang lai cho ngwoi sir dung cam gidc thoai mai, than thién va thuc dung. San pham cé thé hoi mang mét chut hoi hudng phong cach nhung van phai dam bao tinh lich su, trang nha. Nguoi lao déng: Ngwoi lao déng thi thong it quan tam tdi kiéu dang va vé ngoai san pham. Ho yéu cau gidy dép cé gid phai chang, co chat long va dé bén cao dic biét 14 san pham co tinh nang pht hop vi céng viée. * Nguoi gia: Ho thuong chon mua san pham mang tinh cé dién, thuan tién, mau sac hoi tram. Ho cht ¥ toi tinh thoai mai ma gidy dép mang lai dc biét 1a c6 tinh nang chim séc strc khoe. 3.2.8.2 Phan khiic theo hanh vi Mua do nhu cau c4 nhan: Khi mua san pham, day dép ho thudng cht ¥ nhiéu tdi kiéu dang, mau sac phong céch ma san pham mang lai. Déi giay dép duoc chon phai phi hop voi tinh cdch va 1am néi bat phong cach. Mua cho nhu cau gia dinh: San pham duoc chon mua thirong 1a céc san pham ding trong nha. Giay dép thuong duoc mua cing loai voi thiét ké don gian mau sac phi hop vi néi that bén trong nha va mang lai tinh 4m cting. San pham phai phi hop voi moi ngwoi va mang lai su thoai mai cho ngwoi str dung. Mua cho nhu cau cng viéc: San pham dugc chon yéu cau mang tinh chuyén mén héa cao, San pham yéu cau phai c6 tinh chac chan va mang lai an toan téi da cho ngwéi sir dung. Mua cho nhu cau giao tiép: Day 1a san pham mang tinh dai dién cho khong chi ngwoi sit dung ma cé thé cho ca mét tap thé. Nguoi str dung san sang bé gid cao dé mua san pham phi hop. San pham phai mang lai tfnh lich sw va trang trong cho ngwéi ding. 3.3 KHAI QUAT VE SAN PHAM GIAY THE THAO BITI’S HUNTER TAI CONG TY TNHH BiNH TIEN (BITI’S) 3.3.1 Boi canh ra déi caa “Biti?s Hunter” Ra doi tir nhimg nam 80, Biti’s tro thanh thuong hiéu giay dép ndi tiéng lic bay gid voi cau truyén miéng “Biti’s, nang miu ban chan Viét”, cho toi dan bi nhiing thuong hiéu Nike, Adidas “ dé bep”. Trude tinh thé do, Biti’s quyét dinh dua ra ct 1di nguoc dong an twong voi dong sneakers Biti’s Hunter va tiép tuc “nang niu nhing ban chan Viét”. 25 Xuat hién vao thang 12 nim 2015, dong san pham giay thé thao cao cap Hunter — Nhe Nhw Bay voi nhitng thiét ké tinh nang wu viét phi hop voi xu hudng tiéu ding ctia gidi tré Viet Nam da mang lai lan gié tré trung, hién dai, an tuong bén canh viéc duy tri uy tin chat lwong von néi danh bay lau nay. 3.3.2, Khach hang muc tiéu Khéch hang muc tiéu ma Biti’s Hunter dang huong dén chinh 1a nhém khach hang cé d6 tudi tt 16 dén 27 tudi. Nhom déi twong khach hang nay da phan 1a cdc ban hoc sinh, sinh vién hoac ngwoi moi di lam, chwa hoae c6é thu nhap chuwa cao. Do do, Biti’s dang nham vao phan khtic gid tam trung. San pham Biti’s Hunter vita co thiét ké tré trung, nang déng, thoai mdi, hop thoi trang va bén bi dap tmg duoc yéu cau cilia cdc ban tré. Déng thoi vira c6 mite gid vita phai, phi hop voi tui tién ca nhom déi tuong khach hang 6 phan khtic nay. 3.3.3 Doi tha canh tranh JUNO: JUNO khong chi phuc vu khach hang tai Ha Noi va Thanh phé H6 Chi Minh ma con cé mit tai tat ca cdc thanh phé trén ca nude. JUNO 1a thuong hiéu chuyén bu6n ban giay dép thdi trang va cam két, dam bao dap wng vé chat lvong san pham, kiéu ding, phong cach thoi trang, gia ca hop ly cho khach hang. Vina gidy: Vina giay duoc biét dén voi mau ma san pham rat da dang nhw giay da hdi, giay thong nhat, gidy sandal va dép 1é voi kiéu ding phong phi bat kip thi hiéu va théi trang clia khéch hang, dc biét 1A gidi tré hién nay. Trong nhiéu nam lién, san pham ctia cong ty da vinh du dat duoc danh higu "Hang Viet Nam Chat Luong Cao". Bitas: Voi phuong cham mang lai cho khdéch hang nhitng san pham chat lwong tét nhat, da dang vé ching loai. Céng ty da san xuat ra nhing san pham voi thiét ké dep nh dép, sandal, giay céng sd, giay thé thao, giay dép siéu nhe,... phd hop cho moi lita tudi. Déng Thinh: Chuyén cung cap giay, dép da nam, nét thoi trang, san pham da dang thich hop cho moi hia tudi, gitip cho ngwdi tiéu ding dé dang két hop voi nhiéu loai trang phuc khdc nhau dac biét 1a hang da cao cp voi tiéu chi: "Dep - bén - tién dung - thoi trang - gid ca hop li". Ngoai nhimg déi thi canh tranh trong nuéc ké trén thi Biti’s con phai canh tranh voi mét sé thwong hiéu giay dép khac trong nude nhu: Long Thanh, Kim Thanh, Thuong Dinh... 3.3.4 Phan loai san pham Biti’s Hunter hién tai dwoc phan thanh 6 dong san pham danh cho ca nam va nit : Biti’s Hunter Original, Biti’s Hunter Liteknit, Biti’s Hunter X, Biti’s Hunter Core, Biti’s Hunter Street va Biti’s Hunter Black Line. Trong mi dong sé c6 cdc bé suu tap va cdc phién ban thiét ké dic biét voi nhiéu mau sac da dang khdc nhau cho khéch hang Iva chon. 26 Tiép tuc khai thdc trén nén tang 4m nhac, ca khtic “Sé Hira Di Cig Nhau” voi giai diéu bat tai tuoi tré duoc tung ngay 1/1/2019. Khai thac trén insight: Du di xa dén may, trai nghiém nhiéu diéu thé vi dén dau, hinh bong gia dinh van lun hién dién day cam xtic trong tim nguwoi tré xuyén suét nhiing chuyén di bat tan cia tudi tré. Cau chuyén “Sé Htra Di Cling Nhau” thanh hinh, tiép tuc tré thanh soi day néi két nhtmg chuyén hanh trinh van dam cia nguwoi tré va gia dinh. Vfa sau 5 tuan 1én song, MV dat gan 55 triéu lot xem, 15 ngay nam trong Vietnam YouTube Trending, hon 2,5 triéu luot twong tac tte mang x4 hoi, chwa tinh thém re-up hay chia sé tt cdc cong déng khac. 3.4.1.4 Chién dich “Di dé tré ve 4” Voi sy thanh cong ctia 3 mia truéc, tht thach dat ra cho “Di Dé Tro Vé 4” 1a tiép ndi trén cling mét insight vi c4ch tiép cn mdi mé hon. Day cfing 1a 1 nam ban 1é quan trong dé c6 thé tiép tuc mé réng platform biéu tuong nay cia Biti’s Hunter cho nhiéu nam tiép theo, déng thoi phai chuyén déi va gitr duoc st két ndi cam xtic voi ngwoi tiéu ding. Voi sw thanh céng ctia 3 mua trude, thir thach dit ra cho Di Dé Tré Vé mita 4 1a tiép néi trén cling mét insight voi céch tiép can mdi mé hon. Day cting 1a 1 nam ban 1é quan trong dé cé thé tiép tuc mo réng platform biéu twong nay ctia Biti’s Hunter cho nhiéu nam tiép theo, déng thoi phai chuyén adi va gitt duoc su két ndi cam xtic voi nguoi tiéu ding. Bat cau tiép trén cau chuyén la: "Nguoi tré biét 1a Tét can su doan vién, va bé me ctia ho mong ho tré vé. Nhung ngwdi tré chwa danh gia ding duoc tam quan trong ctia ho: voi b6 me, Tét chi cham ctra khi nghe tiéng con vé dén nha". Nguoi tré khong don gian chi tro vé nha vao dip Tét, ho mang ca Tét tré vé cho gia dinh. Khong ding lai ¢ viéc truyén cam hung, Biti’s Hunter tiép tuc tung ra loat hoat déng hé tro cho ngwoi tré mang Tét tré vé nha sém hon. Trong 46 cé hoat déng online event Tét vé Som nhé, két hop mét phan voi déi tac Dinogo,Vexere cung cap hang chuc nghin voucher giam gia vé may bay, vé tau xe dé ngurdi tré cd thé vé qué som. Va chi trong vong 2 tuan tir 27/11, chién dich Di Dé Tré Vé 4 da dat duoc nhiing con sé an tuong: Hon 30 triéu lwot xem trén YouTube va Facebook Hon 100,000 lot chia sé cua phim va bai hat Hon 1,200,000 luot tuong tac Tang hon 30,000 luot dang ky trén YouTube, hon 50,000 lot trén trang Biti’s Hunter Hon 10,000 ngwoi tham gia su kién online Tét Vé Som Nhé 6 ngay Thinh Hanh YouTube, 2 tuan+ trong BXH ZingChart 29 3.4.2 Quang céo (Advertising) Ké ti khi ra mat vao dau nam 2016, Biti’s Hunter da thu hut sw quan tam lon ctia cac phuong tién truyén thong, cu thé co dén hon 21.000 lot thao luan trén cdc trang mang x hoi. Mot nguén sinh hrc moi da roi day trong mot Biti’s da tng bi xem 1a gia cOi. Biti’s da san sang cho sw bic pha va hdi nhap. Biti’s da khai thac triét dé loi thé ctia céc trang mang xa hdi nhu: Facebook, Instagram, Tik Tok...bén canh do la tan dung ste manh dén tir cdc KOL (ngwéi néi tiéng nhu: ca si, dién vién, ngudi mau... cd sttc anh hudng dén cong déng mang), hang loat cac tén tudi dinh dam da dugc Biti’s “16i kéo” vao chién dich truyén thong Hoat d6ng quang céo trén Internet: khoang 70% dan sé Viét Nam st dung Internet, trong d6 ty trong ctia thong mai dién tt tai Viét Nam so vdi thi trong thvong mai truyén thong duoc du doan sé tang hon 30% so voi nam 2016 ... Nhimg thong tin nay gitp Biti’s nhan dinh thuong mai dién tt sé 1a “san choi” méi hap dan nhung cting day ray thir théch. Voi muc tiéu 1a: “Séng tao hoa quyén cing cam xtic”, Biti’s da tiép tuc bat tay voi chién dich tét 2017, mé mang 1a 2 MV ca nhac dinh dam “Lac trdi” va “Di dé tré vé”. Dac biét voi su lan toa cia MV “Lac tréi” Biti’s da thanh cong voi chién luoc dau tién nay. Bén canh do voi chién luoc truyén thong “Di dé tré vé”, Biti’s d& vinh du nhan duoc “giai vang” trong hang muc giai thuéng “Best Use of Broadcast/Video” va giai Dong hang muc “Brand Development Campaign of the Year (Product)” nam 2017 tai Hong Kéng. Day 1a cdc giai thudng danh gid nam trong chwong trinh “PR Asia Awards” -té chite cé tién than 1a “PRWeek Awards Asia” va la giai thudng duoc lap ra dé ton vinh nhitng chién dich, céng ty va cd nhan thanh cOng trong gidi truyén thong tai Chau A — Thai Binh Duong. Oe ere a eee ON MrT ant) Agency Panasonic Gold | Ecipee Live by |Panssonic | Gotin Singapore ae Biti's Hunter-Go Farto | Biti's Redder olar Power at be Truly Back Vietnam | Advertising Birdland —_| Ogilvy Public Silver nie (abe (tora Feetenone Prudential Relationship RFI Nail Polish Kone) Veomase Silver Prudential] Limited Limited Index Daylight Biti's Hunter - Biti's Redder Bronze | Go Far to be ‘ Jetstar Truly Back Vietnam: Advertising Bronze | Jetstar goes Singlish, lah! AKA Asia Asia Hinh 3.3: Giai thuong Brand Development Campaign of the Year (Product) nam 2017 Nguén: brandsvietnam.com Nguén: brandsvietnam.com Hinh 3.4: Giai thuong Best Use of Broadcast/Video nam 2017 30 M6t lan nita Biti’s Hunter d4 gay 4n tuong voi chién dich tung ra san pham mdi trong dai dich COVID-19. Tir cdc chién dich “Cam hing tr hao ti duéng phd” nam 2019, dén te hao tinh yéu bong da ctia ngwoi Viét dip v6 dich SEA Games va bay gid 1a niém tu hao gitta tam dich COVID-19. Biti’s Hunter d& bién nhitng déi giay Black Line ctia minh thanh “trang gidy trang”, dé cing voi cong déng ghi lai va t6n vinh nhimng cau chuyén tich cue, nhan van ctia chinh ngwoi Viét trong thoi diém lich st nay voi chién dich truyén thong “Canvas of Pride — Tu hao Made In Vietnam”. { ! i : i j Hinh 3.5: Phién ban Hunter Black Line Nguon: brandsvietnam.com Trong suét chién dich cia minh fanpage ctia Biti’s d4 co su tang truéng vuot bac khi tang trudng gan 100% (tir gan 60.000 ngwrdi theo doi 1én gan 120.000 ngwoi theo doi). Va dau méc quan trong nhat ctia chién dich khi MV ca nhac Lac Tréi va Di dé tro vé ra mat thi thoi diém nay 44 co mic ting truéng nhanh nhit trong sé cdc sw kién cn lai. Cac hoat dong t6 chite sw kién: Biti’s lién tuc té chite cdc su kién ra mat cho céc dong san pham Biti’s Hunter mi cia minh, day duoc xem 1A mét trong nhiing diém s4ng va cé nhiéu d6t pha nhat cia Biti’s. Cac su kién duoc luén c6 sw dau tu nghién ctu va chuan bi ky lvéng, cé chiéu s4u va lu6n tao dugc an twong cfing nhw thu hut dugc nguoi tiéu ding. 3.4.3 Khuyén mai ( Sales Promotion) Khuyén mai 1A mét trong nhitng hoat d6ng thong xuyén va dinh ky ctia Biti’s nham thuc day ngwoi tiéu dimg mua hang. Dé kich thich va tiép thém d6ng Ive mua hang cho nhiing khach hang con dang ban khoan voi quyét dinh mua Biti’s Hunter online, Biti’s da tung ra cdc chuong trinh wu dai gidm gid. Chién woe nay duoc trién khai khé nhanh khi Biti’s két hop voi cac website thuong mai dién tir nhu Dinogo, Shopee, Lazada, Tik, ... cdc ma giam gid trong khung thoi gian nhat dinh. 31 Doi ngti ban hang cua Biti’s luén duoc dao tao mét céch chuyén nghiép va bai ban, theo ding quy trinh dao tao ctia céng ty. Biti’s con trang bi cho nhan vién ban hang vé: nhiing k¥ nang can thiét cia mét nhan vién ban hang chuyén nghiép, nghé thuat va phuong phap nang cao nghiép vu ban hang, nhtng yéu cau vé t6 chat, vé pham chat, vé nang luc, yéu cau vé ngoai hinh... Bén canh do, thong xuyén va dinh ky t6 chitc cdc khéa dao tao nghiép vu ngan han danh cho quan ly cac chi nhanh va dai ly nham nang cao nang luc quan ly va ban hang. 3.4.6 Marketing tru tiép ( Direct Marketing) Trong thdi gian qua, Biti’s da co sy dau tu cho cac hoat déng tiép thi truc tiép cia minh ké ca vé sé luong va chat luong ctia cdc hoat dong. Thong qua cac su kién duoc to chic nham tiép xtic va gidi thiéu san pham truc tiép dén khach hang nhw: minishow, héi nghi khach hang, roadshow... Biti’s da tao duoc nhiéu an tuong cho khach hang khi nhan duoc sé diém danh gia trung binh 3,43 trong khdo sat, chi xép sau hoat déng ban hang cé nhan. M6ét sé cac chuong trinh tiéu biéu cé thé ké dén nhu: Bang 3.6: Cac hoat déng tiép thi truc tiép clia Biti’s trong nam 2017 — 2019 STT Su kién Noi dung Chuong trinh duoc t6 cnt tai 3 truong dai hoc lon Chuong trinh tang do cua TP.HCM: Dai hoc Bach Khoa, Dai hoc Tén Due Thang va Dai hoc Ngoai Thuong co sé 2. Cac ban tré tham gia chuong trinh co co hdi nhan 2 duoc Ao thun Team Hunter va hang ngan phiéu giam gid. thun “Team Hunter” Chuong trinh duoc té chic tai céc trung tim 2 Chuong trinh “Trai nghiém thuong mai va cac Truong Dai hoc. Dén voi thuc té ao chwong trinh cdc ban tré sé duoc trai nghiém cdc Hunter & University tour” | tf choi thu vi va co co hoi nhan duge phan qua 1a doi Biti’s Hunter . Nguon: tong hop trén website: bitis.com.vn Déng théi, Biti’s cing dau tu va xay dung website: bitis.com.vn theo hung hién dai, vira 14 kénh qua ba hinh anh thong hiéu Biti’s déi voi khach hang, déng thoi day cfing la kénh ban hang online ctia Biti’s. Website 14 noi cung cap nhiéu théng tin bé ft cho ca nguoi tiéu ding lan cac dai 1¥, cdc trung tam phn phéi ctia Biti’s.Déi voi ting dai cham sdc khach hang 1900 2621: Biti’s citing chu trong dao tao doi ngii nhan vién theo huong hién dai, 34 chuyén nghiép, cd da nang lye va k¥ nang cham séc khach hang. Hién tai téng dai dang co cdc chtte nang chinh nhu sau: tiép nhan va gidi dap thac mac, khiéu nai cia khdch hang, diéu phéi cdc trung tam kinh doanh, dai ly trén toan quéc, tiép nhan dat hang va diéu phdi ban hang online. 3.5 PHAN TICH HIEU QUA VA NHAN DINH VE UU NHUGC DIEM VE HOAT DONG TRUYEN THONG CUA SAN PHAM GIAY THE THAO BITI’S HUNTER TAI CONG TY TNHH BINH TIEN (BITI’S) 3.5.1 Mite d6 hiéu qua cua hoat dng truyén thong marketing cho san pham giay thé thao Biti’s Hunter Két qua phan héi tir ngwoi tiéu ding trong chién dich ctia Biti’s Hunter da sé 1A cdc thao luan tich cuc va trung lap. TICH CUC: Cac thao luan dénh gid cao san pham bao gom nhiéu mau sac dep (10%), mang ém va thoai mai (5%), thiét ké (12%), gid ré (4%),... Ngoai ra, viéc la chon sé mua Biti’s Hunter voi ly do ngwoi Viét ting ho hang Viét. - TIEU CUC: Cac thai 46 khéng hai long vé van dé mua hang kho khan (phién ban Hunter in black chi ban online, céc san pham ngoai cita hang khéng du size, khong di mau,...) ,van dé dé giay nhanh bong tréc (3%), kich thuéc kh6ng giéng chuan nén nhiéu ngwoi mua hang online vé bi kich size (2%) - TRUNG LAP: Cac cau hdi lién quan dén van dé mua sam (ctra hang cdn hang hay kh6ng) hoac mét sé thao luan chia sé vé viée mua hang kho khan nhung khéng thé hién thai d6 tiéu curc; Cac cfu héi vé gid ca (6%), kich c6 giay (5%), c6 thich hop choi thé thao hay khong (4%)... C “TRUNG LAP ~ -L TCH CYC \ Y ve nts TT ee —_ nee ai Wbuzzmetrics Hinh 3.4: Phan héi tt khdch hang trong chién dich cia Biti’s Hunter Ngu6n: buzzmetrics.com 35 3.5.2. Uu va nhuge diém cia hoat dng truyén thong 3.5.2.1 Un diém Déi voi hoat déng quang cao: cac chwong trinh quang cdo ctia Biti’s co tinh mdi la, sng tao trong cach truyén tai thong tin, tao doc diém nhan va sw chi y déi vdi khéch hang. Déi voi hoat déng khuyén mai: cdc chong trinh khuyén mai ciia Biti’s lu6n hap dan, duoc thuc hién thuong xuyén, rong rai trén toan hé thong, tao su kich thich mua sam déi voi khach hang. Déi voi cdc hoat déng quan hé céng ching: tir lau Biti’s da duoc kh4ch hang biét dén voi nhitng cac hoat dong ti thién, gitp dé cong déng — x hdi, tao dung duoc hinh anh dep trong mat khéch hang va gidi truyén thong bao chi. Déi vdi cdc hoat déng ban hang truc tiép: d6i ngti nhan vién ban hang ctia Biti’s duoc dao tao vé chuyén mén, nghiép vu ban hang tét, c6 kha nang tu van, va giai dap thac mac cua khach hang, tao duoc su tin tudng va hai long cho khach hang. D6i véi céc hoat dong tiép thi truc tiép: Biti’s lién tuc trién khai céc hoat dong tiép thi truce tiép quy m6 Idn va chuyén nghiép, kha nang tiép can khaéch hang réng rai, tir do giup Biti’s dé dang truyén dat thong tin dén khdch hang va nam bat duoc nhu cau, mong muén cua khach hang. 3.5.2.2 Niuegc diém Déi voi hoat dong quang cdo: di c6 nhiéu hinh thie quang c4o mdi la, tuy nhién cdc chuong trinh quang cao qua day dic va lién tuc, khién khdch hang khong kip tiép thu hét true qué nhiéu théng tin cling luc. Déng thoi, Biti’s hau hét tap trung quang cdo manh mé qua cdc kénh internet va truyén hinh, ma chua tap trung vao cdc kénh bdo giay, billboard ngoai trdi, to roi... d lam gidm di kha nang tiép can déi voi khéch hang muc tiéu. D6i voi cdc hoat déng khuyén mai: hau hét cdc chvong trinh khuyén mai cia Biti’s déu tap trung va kénh ban hang online va thvong mai dién tt ma bé quén kénh ban hang truyén thong, day cting 14 mét tiéu sot ma Biti’s phai diéu chinh. Déi voi céc hoat déng quan hé céng ching: hién tai Biti’s can tap trung hon vao cac hoat dong tir thién, nhan ai, cac hoat dong cong déng nhiéu hon, giam bot cac chuong trinh nham thu hit béo chi, truyén thong quang ba dé thu sw tao sw yéu mén va tin tudng cia khach hang. Déi voi cdc hoat déng ban hang true tiép: cac chuong trinh dao tao ciia Biti’s hau hét van la dao tao néi bé, chua diroc chuan héa va chua c6 su phéi hop voi cac don vi chuyén m6n, cdc chuyén gia c6 nhiéu kinh nghiém trong ban hang, do vay hiéu qua mang lai chua cao. Déi voi cdc hoat déng tiép thi truc tiép: day 1a hoat déng tuy khéng moi mé, nhung trong thoi budi cong nghé 4.0 thi Biti’s con chua chit trong dén sé héa trong hoat déng tiép thi cua minh, cac chong trinh con mang tinh don gian, chua moi mé. 36 4.2. DINH HUONG VA MUC TIEU HOAT DONG TRUYEN THONG DOI VOI DONG SAN PHAM BITI’S HUNTER CUA CONG TY TNHH BINH TIEN (BITI’S) CHO NAM 2021 4.2.1 Dinh huéng hoat dong truyén thong Gid tri cét 16i: x4y dung hinh anh Biti’s tré thanh thvong hiéu giay dép duoc nguoi tiéu ding tin tudng va wa chuéng nhat. Tiép tuc cling cé va x4y dung hinh anh m6t thuong hiéu Biti’s — quan tam, thau hiéu, than thién voi khach hang va trach nhiém voi xa hdi. Tp trung nang cao chat long san pham, dam bao chat wong san pham san xuat phai dap ung duoc nhitng nhu cau ngay cang da dang va phong pht cia ngwéi tiéu ding. 4.2.2 Muc tiéu hoat d6ng truyén thong Vi chinh chién loc d6i mi toan dién va manh mé, cdc hoat dong truyén thong cua Biti’s dang nham tap trung vao cdc muc tiéu sau: Tang truong doanh thu va thi phan: voi thi trwong hon 90 triéu dan hién tai, Biti’s chi méi chiém linh khoang 19% thi phan, day 1a con sé qua nhé so vdi vi thé va tim nang ctia mot thuong hiéu tién phong nhu Biti’s, vi vay Biti’s dat ra cho minh muc tiéu tang truong doanh thu 15% trong ném 2021. Phan dau mé réng thi phan dat 25% trén ca nude vé gidy dép trong nam 2021. Dac biét, Biti’s sé khai thac triét dé co hdi phat trién kinh doanh tai thi truong cac nuoc 1an can Viet Nam, khu vue Dong Nam A, Chau A, chi trong thi trvong Trung Quéc va Campuchia nham nang cao ty trong xuat khau mang thuong hiéu Biti’s. Tang truéng loi nhuan ban hang: voi mét chién lvoe gidé kh6n ngoan va canh tranh nhw hién tai, déng thoi voi viéc c6 mot médi quan hé réng lon tai thi trong Trung Quéc, noi cung cap hon 45% nguyén phy liéu cho cong nghiép da gidy Viét Nam voi gid ca hét strc canh tranh, Biti’s luon kha quan dat ra muc tiéu tang trudng loi nhuan giit 6 mirc 9% - 10% dén hét nam 2021. Xay dung thvong hiéu Biti’s tré thanh mét thuong hiéu hang dau trong linh vue san xuat va kinh doanh giay dép, nang cao nang lye canh tranh cia thvong hiéu Biti’s khi Viét Nam gia nhap thi trvong trong khu vue va trén thé gidi. 39 4.3 PHAN TICH MA TRAN S - W- O- T VE HOAT DONG TRUYEN THONG CUA SAN PHAM GIAY THE THAO BITI’S HUNTER Bang 4.1: S— W — O-T vé hoat d6ng truyén thong cia Biti’s Hunter S—Diém manh W-Diém yéu > Chat lvong san pham tét voi mic gid canh tranh phi hop khach hang muc tiéu. > Tw thuong hiéu lau doi ma sé hitu mét luong khach hang trung thanh. > C6 co sé vat chat san xuat hién dai va rong lon. > Hé théng phan phéi voi pham vi Ion. > Quang ba qua céc kénh m6t nguoi hay nhom ngwoi noi tiéng (KOL) va nhan duoc nhiéu su quan tam. > Thong diép nhan duoc su quan tam tir gidi truyén théng. > Gap truc trac tir cdc cla hang nhu thiéu mau, trung bay thiéu tham mi.... > Anh anh ty thuong hiéu Biti’s 6 qué khtr vé d6 bén cao va gid ré. > Phan nan khi di nhiéu dé lai mii hdi chan. > Chua di mau ma va thi phan dé canh tranh cac thong hiéu lon nhu Nike, Puma,... O- Co héi T — Thach thie > La san pham tiém nang trong twong lai. > Nhiéu nguoi biét dén thuong hiéu do qué trinh hinh thanh va phat trién ctia Bitis. > Thi trudng gidy thé thao ngay cang phat trién khi nhu cau st dung mat hang giay thé thao (sneaker) ctia cdc ban tré ngay cang gia tang. > Lasan pham mdi trén thi truong thu hut sw chi y cua ngwoi tiéu ding. > Danh duoc su quan tam cua gidi tré cting nhu céng déng mang x4 hdi cho san pham Biti’s Hunter tir cdc chién dich truc. > Can phai cai tién cng nghé tién tién va > Niém tin cia khdch hang vé san pham > Swhién dién cia cdc d6i tht canh tranh phi hop cho céc nhu cau ngay cang cao. Viét chwa cao. v6 cing manh, dién hinh 1a Nike va Adidas. 40 4.4. MOT SO GIAIPHAP NHAM HOAN THIEN HOAT DONG TRUYEN THONG MARKETING DOI VOISAN PHAM GIAY THE THAO BITI’S HUNTER TAI CONG TY TNHH BINH TIEN (BITI’S) CHO NAM 2021 4.4.1 Cac hoat d6ng truyén thong marketing 4.4.1.1 Quang cdo (Advertising) Déi voi cdc hoat déng quang cdo trén truyén hinh: Biti’s can sang tao cc quang cdo moi mé, hap dan, da dang dé thu hut dwoc cdc ban tré. Bén canh do, Biti’s nén dét pha thong qua viéc két hop voi cdc kénh truyén hinh danh riéng cho cdc ban tré nhu: YanTV, YeahITV, VTV6... cdc game show truyén hinh va cac chuong trinh truyén hinh thue té quy tu rat nhiéu nghé si néi tiéng va thu hit mét lwong theo doi khing trén mdi 1an phat s6ng va tan dung wu thé nhu phat séng vao cdc khung gid vang, c6é nhiéu nghé si ndi tiéng, lvong ngwéi theo déi nhiéu da phan 1a cdc ban tré. Day duoc xem 14 mét co héi lon dé Biti’s tang cudng quang cdo va tiép can dén ngwoi tiéu ding, dic biét 1a cdc ban tré. Déi vi cdc hoat d6éng quang cdo trén internet: Dé khéng bi rap khu6n voi viée chi thuc hién cdc TVC quang cao trén internet nhu cach hién tai, Biti’s nén dé xuat xay dung chuong trinh truc truyén (livestream) trén trang fanpage mang x4 hdi ctia minh dinh ky hang tuan phat vao thi 7 hoac chi nhat. Ndi dung sé 1a cdc c4u chuyén xung quang cdc nhan vat khéch moi 1a nhitng ngwi ndi tiéng, c6 strc anh hung dén cdc ban tré, va tham gia cdc thir thach cia chong trinh, trong do, qua tang sé 14 cdc san pham Biti’s Hunter cho khach moi va ca céc khan gia tham gia tra 1di cau hdi ctia chuong trinh. Déng thoi Biti’s phai cd déi ngu quan tri fanpage chuyén nghiép, tao tong tac thong xuyén nham tang lwong xem va theo di dé mé réng thi phan trén kénh internet cia minh.Trong khi d6 quang cdo bang cdc banner trén cdc trang bao dién t® nh Kenh14.vn, Zing.vn, Yan.vn, Yeahl.com, ...: day ciing la mét kénh tiép can duoc rat nhiéu khach hang muc tiéu ctia Biti’s. Déi voi hoat déng quang cdo ngodi tréi: Biti’s can da dang héa cdc hinh thtte quang cdo ngoai troi, dé xuat thiét ké cdc hinh anh 3D néi bat, cac m6 hinh déi giay Biti’s Hunter bang vai, nhua hoi cdc vat liéu khac dé trung bay tai cac trung tam thuong mai, cdc siéu thi, cdc khu vui choi giai tri, nha ga san bay, bén xe, nham kich thich thi hiéu cia ngwoi tiéu dung... Bén canh do, Biti’s can tap trung hda va lva chon dia diém dat cac Billboard tai cdc khu vue tap d6ng ngwdi, tap trung nhiéu cdc ban tré. > Loi ich cia gidi phdép: Quang cdo voi tan suat day dat va phti kin sé gitip goi nho vé thuong hiéu, gitp ngwoi ding cam nhan gid tri thuong hiéu cfing nhw tang gia tri cua khéch hang khi sir dung san pham Biti’s Hunter, déng thoi khuyén khich khéch hang biét dén va str dung san pham nhiéu hon. Ngoai ra quang cao 1a phuong thie truyén tai dén khéch hang nhitng san pham mdi, nhimg thong diép cia doanh nghiép mét cach hiéu qua nhat. Diém mdi cha gidi phap 1a d6ng loat cc hinh thie quang cao déu tap trung vao cdc phuong tién truyén théng va cdc kénh san cé thu hit déng dao cdc ban tré, nhitng giai phap mang tinh dét pha khi lién tuc tao su mdi mé trong hinh thie quang cdo nham 16i kéo duoc su quan tém cua khach hang, khién ho khéng nham chan. 41 Vinh danh ngwoi c6 thanh tich: Voi méi thanh tich, dong gop di rat nhé cia nhan vién déu can phai duoc ngoi khen kip thoi. Viéc khen thuéng cé thé bang vat chat, vinh danh lén bang vang cua don vi, hoac thong bdo trén website ctia cong ty... Tao co hoi thang tién cho nhan vién: Tao diéu kién thang tién trong c6ng viéc thi cé thé phat huy duoc ca nhiing nang luc tiém an ctia c4p dudi, tao cho ho dng tin, niém say mé trong cong viéc, déng thdi tao khéng khi phan khich cho nhitng nhan vién khéc. * Nang cao chat long di ngii ban hang truc tiép va cdn bd quan ly ban hang Dao tao vé ngoai ngi: voi trinh d6 ngoai ngit rat yéu, tham chi khéng thé giao tiép bang ngoai ngit duoc, 6 day trudc mit Biti’s can cht trong do 1a tiéng Anh — loai ng6n ngit phé bién chung nhat hién nay. Cai thién trinh dé tiép xtic truc tiép, tu van va giai quyét thac mac, khiéu nai cla khach hang dac biét la khach nude ngoai. Do do, viéc tang cuong dao tao tiéng Anh cho déi ngii ban hang cia Biti’s 14 mét diéu hét stte can thiét. Dao tao nang cao trinh dé quan ly va ban hang: a6i voi cdc cdn b6 quan ly bén hang tai cac trung tam thong mai, trung tam kinh doanh, cdc cua hang ban lé cua Biti’s, can cé nhiing chuong trinh, khda hoc vé kién thre quan ly va ban hang, nham nang cao duoc kha nang quan ly, kiém soat don ban hang, tap hop thong tin va xt ly tinh hung tai don vi bin hang. Tir do giip nang cao duoc chat long, tang hiéu qua va doanh thu. Dao tao cdc kf nding mém: moi cdc chuyén gia vé ban hang, cdc dién gia vé k¥ nang mém dé tap huan theo chuyén dé dé nang cao kha nang tu van, thuyét phu khdc hang, kha nang xv ly tinh huéng va cdc kién thc vé tam ly khdch hang. Théng qua cdc budi tap huan cé thé hoan thién k¥ nang giao tiép. > Loi ich cia gidi phdp: Dao tao nhig kién thie vé dao dite kinh doanh, van hoa doanh nghiép vwa gitip nhan vién chim séc khach hang c6 thé giao tiép va phuc vu khéch hang t6t hon, tao nén thién cam cia khach hang d6i voi san pham ctia Biti’s, vita gitip cho Céng ty quan ly nhan vién dé dang hon. Nho vao viéc hop tac dao tao ngoai ngit, cong ty sé co duoc mot ddi ngii nhan vieén cham soc khach hang co trinh d6 ngoai ngit duoc cai thién, gitip cdc nhan vién tu tin hon khi cham soc cac khach hang 1a ngwoi noc ngoai, tl do gitp Biti’s mo rong thi trrong ra thi trwong khach nudc ngoai, du lich va cu tru tai Viet Nam. Viéc dao tao tin hoc gitip cho nhan vién cé thé str dung thanh thao cdc tng dung, phan mém diroc cap nhat dé c6 thé phuc vu khach hang m6ét cach nhanh chong, hiéu qua nhat. Cac chinh sach dai ngo tot d6i voi nhan vién tham gia dao sé tao dong luc cho nhan vién cham soc khach hang no luc hoc tap dé c6 thé phuc vu khach hang mot cach tot nhat. 44 4.4.1.5 Marketing tric tiép ( Direct Marketing) * Dau tu déi mdi va nang cap website, t6i wu hoa kha nang tuong tac voi khdch hang: Website chinh ctia Biti’s 1a: bitis.com.vn. Nhung déi voi chién dich tré lai nay, dong san pham Biti’s Hunter chi mdi 1A san pham méi dau, do d6 Biti’s can thiét lap riéng mét trang website cho san pham nay 1a: bitishunter.com.vn (hodc tén mién khdc c6 lién quan). Viéc nay sé tao thuan loi cho viéc dé dang quang ba va xay dung thvong hiéu cia minh theo mét céch hoan toan mdi, giéng nhu cach ma Biti’s dang tw thay déi minh. Bén canh do, khach hang sé dé dang chon mua san pham ma kh6ng cé qué nhiéu san pham khdc lam anh hwéng dén quyét dinh chon mua ctia ho. * Hoan thién, chuyén nghiép héa hé théng cham sdc khach hang tt tong dai 1900 2126: Thu nhat: Biti’s can hoan thién co sé dii liéu khéch hang mot cach tap trung hoa, lu trit moi giao dich phat sinh lién quan dén khdch hang, gitip b6 phan cham soc khach hang nam bat day dit cdc théng tin can thiét vé khéch hang, nam duoc lich str giao dich, biét day da vé nhu cau hién tai va nhu cau phat sinh cia khéch hang, lich st san pham, cdc dich vu bao hanh. Viéc nay sé git cac nhan vién chim séc khach hang quan téng dai giai quyét nhanh chéng cdc yéu cau cia khéch hang, tao cam gidc than thién, thoai mi va hai long cho khach hang. Thit hai: Trong tinh hinh canh tranh gay gat cing nhw doi héi cia khdch hang ngay cang cao thi Biti’s can thay ddi thoi gian hoat d6ng cia tng dai sang 24/7 - hoat déng 24 gid moi ngay va bay ngay trong 1 tuan va két hop thém kénh chim soc khach hang sau mua hang qua téng dai cia minh thé hién duoc sw quan tam, c6 tréch nhiém ctia Biti’s déi voi khéch hang, day sé 1A m6t diém céng rat lon cho Biti’s trong mat ngwoi tiéu ding. Thit ba: can phn chia téng dai chim soc khach hang theo ving mién, do bat déng vé giong noi gitta cdc mién cé thé dan dén khéch hang cam thay kh6 chiu hoac cé duoc hudng dan nhung nghe kh6ng r6 anh huéng dén chat long phuc vu cting nhw thoi long cudc goi bi kéo dai. Déng théi nguén nhan luc ctia cdc khu vue can dap ung di nhu cau giai dap cho khach hang qua tong daitrach dé kh4ch hang cho doi qua lau hodc khéng duoc phan héi. > Loi ich cia gidi phdép: Giup Biti’s tang kha nang nhan dién thuong hiéu déi, dc biét di voi dong san pham Biti’s Hunter thong qua cac thong diép, hinh anh duoc cé nhan hoa dén ting khdch hang. Mé réng thi phan thong qua viée tiép can doc nhing khéch hang tiém nang, kich thfch nhu cau va bién ho tré thanh khdch hang that su. Nang cao mic dé hai long ctia khach hang va gitp Biti’s hiéu r6 hon nhu cau ctia khéch hang, tir dé co nhing diéu chinh va d6i mdi trong chién luoc cia minh cho phi hop hon véi thi hiéu ctia ngwoi tiéu ding. 45 TOM TAT CHUONG 4 Can ctr vao nhiing phan tich vé thue trang cia cdc hoat déng truyén thong déi voi dong san pham giay thé thao Biti’s Hunter ciing nhw tinh hinh hoat d6ng kinh doanh tai Cong ty TNHH Binh Tién (Biti’s) . Két hop voi théng tin phan tich tir chuong 3. Tac giai da xay dung ting nhom giai phdp cu thé d4i voi 5 yéu té trong hoat déng truyén thong hién tai clia Biti’s.Cac giai phap nay trén co sé bam sat dinh huong phat trién va muc tiéu ctia Biti’s trong thdi gian tdi, nham nang cao hiéu qua ctia cdc hoat déng truyén thong déi voi dong san pham giay thé thao Biti’s Hunter. Déng thdi, dé hién thuc hda va dam bao tinh kha thi cia cdc gidi phap da dé ra, 6 chuong nay tac gid cing di xay dung ké hoach cu thé nham trién khai cdc nhém giai phap da dé ra theo ding muc tiéu va dinh hudng phat trién chia Biti’s. Qua dé, tac gid tin rang, day sé 14 cd sé dé Ban Lanh dao Biti’s tham khao, nhan dién van dé dé da ra nhitng quyét dinh quan tri trong tuong lai. 46 PHU LUC KIEM TRA DAO VAN C?DolT G)VNUx DAI HOC QUOC GIA HA NOI Vietnam National University, Hanoi Hé théng hé tro nang cao chat Ivong tai liéu KET QUA KIEM TRA TRUNG LAP TAI LIEU Tac gia quynh19032001 Ten tai ligu THNN 1 - Nguyén Thi My Quynh Thai gian kiém tra 15-05-2021, 06:55:52 Thai gian tao bao cdo 15-05-2021, 12:19:47 DSS ae cde CAu (doan) ngudi ding phan héi Phan tram cau (doan) hé théng khdng kiém tra Phén tram cau (doan) khéng tring lap Phan tram cau (doan) tring lap Biém 29 Ngudn tring lap tiéu biéu [text.123d0c.org, 123doc.org, vi.wikipedia.org) (*) Két qua tring lap phu thude vao di ligu hé théng tai thei diém kiém tra