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

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  • 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

  • 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

  • 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.

  • 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.

  • 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

  • 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.

    Thch thc (threats)S xut hin ca nh nhiu nh my sn xut xi mng vi cng sut ln.

    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.

    Nn kinh t Vit nam vn cha thot khi thi k kh khn, th trng cha n nh

    - 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.

  • 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.

  • Chnh quynCc nhm khch hng mc tiuGii truyn thng

    i tc kinh doanhC ngCc nh phn phi, bn l

  • Truyn hnhTin tc/ Bi vit diTin tcHi ch, trin lmTin tc/Phng sTin tc, bi PR

  • 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

  • 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

  • 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.

    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.

    Billboard, Banner, Light Box, Bus station, LCD tr thnh phng tin Media chnh tip cn ngi tiu dng cc thnh ph ln.

    Internet tng nhanh v mnh.

  • 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:

    Quy IIIQuy IV30%70%

    Chart1

    0.3

    0.7

    Sales

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    Sales

    Qu III30%

    Qu IV70%

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  • Qu IIIQu IV

    Sn xut TVCBook TVC Qung co trn Radio.Lm s kin ri rc

    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

  • 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:

    Thi gianKinh phQu III500.000.000Qu IV700.000.000

    Chart1

    70

    10

    5

    5

    10

    75%

    10%

    5%

    5%

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    Sales

    VTV70

    HTV10

    H Nam5

    Ninh Bnh5

    H Ni10

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  • 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.

    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

    Chart1

    80

    20

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    Qung co80

    PR20

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  • 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.

  • 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)

    Ni dungThi gianSLThnh tinTng kt khch hng cui nmThng 121150,000,000

  • Tham gia hi ch thng mi ginh gii thng Sao vng t VitQung co bng bin i l.In nChi ph

    Ni dungS lngChi ph1.Tham gia hi ch1100.000.0002. Qung co bng bin i l3. In na. phiu giao hngb. Cataloguec. Lch Tt

  • 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.

  • 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

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