Ke hoach truyen thong xi mang hoang long - Hà Quốc Nam

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<ul><li><p>Thc hin: Phng PR Cng ty CP Truyn Thng v Dch v Quc t Hmediaa ch: P209, B11D Nam Trung Yn, Trung Ha, Cu Giy, H Ni</p></li><li><p>Tng quanMc tiu truyn thngPhn tch Chin lc, k hoch truyn thngPhm vi, i tng v knh truyn thngThc hinD tr kinh ph nh gi kh thi v ngn nga khng hongnh gi kt qu</p></li><li><p>a. Th trng xi mng:B Xy dng cho bit, vo nm sau nng lc sn xut xi mng trong nc s p ng c nhu cu tiu th v s d tha xut khu vo nm 2010. S mt cn i trong vic pht trin cc d n xi mng dn n phn b khng ng u ngun nguyn liu ny gia min Nam v min Bc, e do s n nh ca th trng xi mng. Hu ht cc d n xi mng u tp trung th trng min bc, dn n s mt bnh n v gi c gia 2 min. Gi xi mng min Bc gim, min Nam tng.b. i thTh trng xi mng ti min Bc, th phn ch yu nm trong tay 4 nhn hiu xi mng sau:1. Xi mng Bm Sn. 2. Xi mng Bt Sn.3. Xi mng Hong Thch.4. Xi mng Hi Phng.Nghin cu th phn ca tng cng ty trn th trng xi mng min Bc v cc bc lm truyn thng ca i th a ra cho mnh nhng chin lc hp l v hiu qu nht.</p></li><li><p>Cng ty c phn xi mng Hong Long l mt cng ty tr, mi thnh lp c 2 nm, tuy vy, sn phm ca xi mng Hong Long ang ngy mt khng nh tn tui v cht lng ca mnh trn th trng xy dng.Nh my xi mng Hong Long c t x Thanh Ngh ni c nh gi s hu nhng ngun nguyn vt liu chnh sn xut xi mng nh vi, t st v cc ph gia...c cc chuyn gia phn tch v kt lun l ngun nguyn liu sn xut xi mng thuc loi tt nht Vit Nam. Mng li khch hng n nh, mc d cha thc s rng khp. Cn phi c mt k hoch truyn thng tng th quy m khng nh v th ca Xi mng Hong Long trn nhng th trng c, m rng tm nhn v bc u t chn vo nhng th trng xy dng mi, m rng mng li khch hng, tng doanh thu, chim lnh th trng xy dng.</p></li><li><p>1. Khng nh thng hiu v to mt mng li khch hng n nh ca xi mng Hong Long trn th trng. +To c n tng, v th trong tm tr ca ngi tiu dng. Tm mt ch ng vng chc ca Xi mng Hong Long trn th trng, c kh nng cnh tranh c vi cc cng ty i th c ting tm t trc. L sn phm mi c mt trn th trng, khng c li th kinh nghim nh nhng sn phm cnh tranh, chnh v th cn nhn mnh li th v cng ngh, gi thnh, cht lng, thn thin vi mi trng. iu ny rt quan trng i vi quyt nh mua hng ca ngi tiu dng.+ Sau khi xy dng c nhn thc ca khch hng i vi sn phm bng cch cung cp thng tin mt cch lin tc, bi bn, tn sut lin tc t nhiu pha, tin hnh gy nh hng khch hng quyt nh mua hng+ To mi quan h tt i vi nh phn phi, i l, nh thu cng nh khch hng bng vic to dng nim tin ca h i vi sn phm ca Cng ty.+ Cam kt vi khch hng: cam ht v li ch ca khch hng, v cht lng m bo, v mt mi trng thn thin, gp phn cng nghip ha, hin i ha t nc 2. a Xi mng Hong Long tr thnh mt thng hiu xi mng mnh. Tr thnh i tc ch yu ca cc Tng cng ty xy dng, cc nh thu, i l bn bun bn l trn ton quc.+ a Xi mng Hong Long tr thnh la chn hng u ca cc Tng cng ty xy dng, cc nh thu, i l bn bun bn l trn ton quc+ Khng ch ginh c ch ng ti th trng trong nc m cn vn ra cnh tranh trn th trng quc t+ Pht trin sn phm ca thng hiu xi mng Hong Long ngy cng u vit, tr thnh mt thng hiu c tn tui trong nc v quc t</p></li><li><p>im mnh (strengths)Xi mng Hong Long l mt sn phm cht lng tt, do c t ti a im c tr lng l thin cht lng cao, nhn c rt nhiu li khen t cc chuyn gia. Nguyn liu u vo gi thnh r nn sn phm u ra cng c gi rt cnh tranh so vi cc sn phm cng loi khc trn th trng. Tp on Hong Long l mt tp on vng mnh. Xi mng Hong Long xut thn t mt tp on c ting tm v uy tn, l mt li th ln trong vic gy dng s tin cy t pha cc khch hng v rt c li khi mun lp nhng mng li khch hng mi.im hn ch (weakness) L mt ci tn l trn th trng xi mng trong nc.Cha thc s u t vo cng tc truyn thng qung b sn phm n cc i tng khch hng v cc vng min th trng chin lc.Thi gian va qua do th trng nguyn vt liu xy dng c nhiu bin ng nh hng nhiu n nhu cu tiu th sn phm. iu cng c nh hng khng tt n u ra ca sn phm. Mng li phn phi v ca sn phm vn cn hn ch. </p><p>Thch thc (threats)S xut hin ca nh nhiu nh my sn xut xi mng vi cng sut ln.</p><p>So vi cc thng hiu Xi mng trn th trng: Bm Sn (th phn chim 11% th trng c nc) , Bt Sn (14%), th xi mng Sng Thao vn l mt hng non tr.</p><p>Nn kinh t Vit nam vn cha thot khi thi k kh khn, th trng cha n nh</p><p>- Thc ti ca nn Kinh t hi nhp s ko theo s cnh tranh gay gt vi cc sn phn nhp ngoiC hi (Orpotunities)Bc sang nm 2010 th trng xy dng trong nc bt u c nhng tn hiu ng mng bo hiu mt nm tng trng. Hng lot cc cng trnh, cc hng mc mi s c u t trong nm ti ti nhng a bn c nh gi l trng im tiu th ca sn phm xi mng Hong Longi sng ngi dn ngy cng tng khin cho nhu cu v nh cng v th m c nng cao. cng chnh l tim nng pht tin th trng ca sn phm, nht l sn phm mi nh xi mng Hong LongXi mng Hong Long c a vo chin lc pht trin chung ca Tng cng ty, iu ny to iu kin cho sn phm c u t mt cch chuyn nghip, s l mt thun li cho qu trnh pht trin.Nh my xi mng Hong Long nm trong Quy hoch iu chnh pht trin ngnh cng nghip xi mng Vit Nam n nm 2010 v tm nhn 2020 c Th tng Chnh ph ph duyt.</p></li><li><p>H. MediaTh trng mc tiu ca Xi mng Hong Long trong nm 2010: H Ni v cc tnh ln cn Min Bc, Min Trung Ty Nguyn v TP H Ch Minh.</p></li><li><p>Chnh quynCc nhm khch hng mc tiuGii truyn thng</p><p>i tc kinh doanhC ngCc nh phn phi, bn l</p></li><li><p>Truyn hnhTin tc/ Bi vit diTin tcHi ch, trin lmTin tc/Phng sTin tc, bi PR</p></li><li><p> Cho n nay truyn hinh vn la hinh thc quang cao mang lai hiu qua cao nht trong cac loai hinh truyn thng vi lun gi c s lng khan gia cao va n inh. i tng xem truyn hinh la nhng ngi co thu nhp ABC, cung la i tng cua Xi mng Hong Long Radio cung co mt s lng thinh gia kha cao va n inh</p></li><li><p>Nhng chng trinh c quan tm nht trn Radio la m nhac va tin tc, y chinh la nhng khung gi vang quang cao thng hiu Xi mng Hong Long</p></li><li><p> Viewership ca 02 phng tin Media truyn thng l TV, Radio vn gi mc n nh; trong khi Radio, Outdoor, Cinema v Internet tng nhanh r rt trong 03 nm qua.</p><p> Radio tuy khng c lng khn gi cao bng TV nhng cng gi c listenership n nh v m Nhc, Tin tc l 02 c/trnh c a thch nht.</p><p>Billboard, Banner, Light Box, Bus station, LCD tr thnh phng tin Media chnh tip cn ngi tiu dng cc thnh ph ln.</p><p> Internet tng nhanh v mnh.</p></li><li><p> Trong nm co 2 mua xy dng, o la vao 2 mua kh: Quy I + IV cua nm. y la thi im thi trng xy dng nong nht, la c hi rt ln cho san phm Xi mng Hong Long Thi im cui nm nn c 1 s kin Tng kt Hi ngh khch hng cui nm 2010 tri n khch hng, to mi quan h bn vng. Kinh phi truyn thng se tp trung vao thi im qung b s kin ny ca Nh my v mua xy dng cua nm: quy IV nm 2010. Thi gian cn li dnh kinh ph qung co v lm nhng s kin nh, ri rc. Cu th nh sau: Trong o:</p><p>Quy IIIQuy IV30%70%</p><p>Chart1</p><p>0.3</p><p>0.7</p><p>Sales</p><p>Sheet1</p><p>Sales</p><p>Qu III30%</p><p>Qu IV70%</p><p>To resize chart data range, drag lower right corner of range.</p></li><li><p>Qu IIIQu IV</p><p>Sn xut TVCBook TVC Qung co trn Radio.Lm s kin ri rc</p><p>Tng kt khch hng cui nmPht TVCQung co trn Radiong bi PRLm s kin ri rc.Tng kt nh giTrch lc bo chChun b k hoch t chc cc hot ng kch hot thng hiu v trade marketing cho nm 2011</p></li><li><p> Hnh thc: Phim qung co v phim gii thiu doanh nghip. Knh: VTV1, VTV3, H1, H2, H Nam, Ninh Bnh, Nam nh, Bc Ninh, Tuyn Quang, Bc Giang, HTV, Ty Nguyn, Cn Th. Lch book: Pht TVC i vi cc i a phng, lin tc trong 6 thng cui nm. Pht TVC 30s trong 1 thng u tin i vi TVC mi. Sau gim dn cn 15s.Thc hin quay TVC mi th nht trong thng 6, 7, u thng 7 bt u pht sng. i TVC 1 ln na vo thng 12/2010 gy s ch km theo nhng cam kt mi vi khch hng, v cc chng trnh khuyn mi, nhm t c hiu qu truyn thng cao nht. Kinh ph cho truyn hnh 2 qu cui nm 2010: 1.200.000.000 VN. Phn b kinh ph theo qu v theo i pht:</p><p>Thi gianKinh phQu III500.000.000Qu IV700.000.000</p><p>Chart1</p><p>70</p><p>10</p><p>5</p><p>5</p><p>10</p><p>75%</p><p>10%</p><p>5%</p><p>5%</p><p>10%</p><p>Sales</p><p>Sheet1</p><p>Sales</p><p>VTV70</p><p>HTV10</p><p>H Nam5</p><p>Ninh Bnh5</p><p>H Ni10</p><p>To resize chart data range, drag lower right corner of range.</p></li><li><p>Phn b 80% kinh ph bo ch cho qung co, 20% kinh ph ng bi PR s kin (Gp mt, tng kt khch hng, hi ch v cc chng trnh t thin, event s tham gia trong nm). Tu vo mc ch v ni dung ca tng s kin la chn nhng u bo khc lm knh truyn thng ph tr.Tp trung vo cc u bo ln (bo giy v bo in t) ca ngnh xy dng.</p><p>Phng tin1. Bao Xy dng in t2. Bao Xy dng giy3. Bao in t hip hi Xi mng Vit Nam5. Bao in t Vietnamnet6. Cac bao khac</p><p>Chart1</p><p>80</p><p>20</p><p>Sales</p><p>Sheet1</p><p>Sales</p><p>Qung co80</p><p>PR20</p><p>To resize chart data range, drag lower right corner of range.</p></li><li><p>y l hnh thc qung co ngoi tri c hiu qu lu di nht.Thc hin trn 5 tuyn ng chinh:ng cao tc Thng Long Ni Bai.ng cao tc Lang Hoa Lac.ng i Ha Ni Lang Sn.ng thanh ph Vit Tri Phu Tho.ng cao tc Ha Ni Phap Vn.</p></li><li><p>Mc ch: Nhm xy dng, duy tr v cng c mi quan h vi cc nh phn phi, i l, cc nh thu xy dng, nh vn ti ca xi mng Hong Long pht trin bn vng. To iu kin cho nh sn xut v nh phn phi c trao i, tho thun vi nhau nhm rt kinh nghim, tm ra nhng phng hng v gii php tch cc cho vic pht trin v m rng th trng tiu th cho sn phm ca nh my.(Bao gm c chi ph bng rn trc s kin)</p><p>Ni dungThi gianSLThnh tinTng kt khch hng cui nmThng 121150,000,000</p></li><li><p>Tham gia hi ch thng mi ginh gii thng Sao vng t VitQung co bng bin i l.In nChi ph</p><p>Ni dungS lngChi ph1.Tham gia hi ch1100.000.0002. Qung co bng bin i l3. In na. phiu giao hngb. Cataloguec. Lch Tt </p></li><li><p>Nhng vic thc hin c ngay:- Tin hnh to mi, b tr li bng bin qung co ti cc v tr Kt hp vi cc c quan truyn thng i chng thc hin chin dch qung co nhng bc u nh t chc sn xut phim, bng qung co, thit k hnh nh qung co trn bo giy v bo in t. Tin hnh thit k, in n catalogue, phiu giao hng, bin hiu cho cc i l phn phi sn phmNhng vic cn hot ng ngn sch ln v thi gian lu di- Chun b kinh ph cho cc hot ng s tham gia trong thi gian ti- Chun b cc th tc cng nh mi iu kin tt nht tham d Hi ch Sao vng t Vit vo cui nm 2010 Qung co v cc bi vit lin quan khi c ng ti trn bo ch c th khng thu ht c s ch ca cc i tng cng chng mc tiu. Chnh v th vic ln tng cho kch bn TVC phi tht n tng, sng to v bc l ht c u im ca sn phm. Vic chn la cc u bo lm phng tin thng tin phi tht t m v hp l. Kt qu ca Hi ch Sao vng t Vit c th khng c nh mong mun, i hi khu chun b phi tht k lng Mt s chng trnh tham gia c th khng gy c ting vang v s ch nn hiu qu thu c khng nh mong mun Trc trc trong khu in n Tuy nhin nhng nguy c trn l rt kh xy ra, v k hoch truyn thng c nghin cu trn mi phng din, lnh vc, bng mi phng php trnh c nhng nguy c trn.</p></li><li><p>Thm d th trng bng cch thng k s lng sn phm bn ra sau khi thc hin chin lc truyn thng bit c hiu qu m k hoch mang li.Thm d v phn ng, th hiu, u tin ca khch hng i vi loi mt hng ny c nhng i sch ci tin sn phm cng nh phng n qung b tip theo thng qua phiu iu tra hoc qua nh gi kin trn web ca Cng tyTng hp, tham kho kin ca i tc ti cc bui gp mt khch hng t chc vo cui nm bit c phn ng v sn phm v nh hng hp tc lu diCc bi vit c ng ti trn bo, c thng xuyn khng, tn sut pht sng ca cc chng trnh khng</p><p>**</p></li></ul>