quản trị thương hiệu sản phẩm kotex việt nam

“Qu
Tiểu Luận
Quản trị
thương hiệu
1
“Qu
Mục lục

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2
“Qu





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


3
“Qu
LỜI MỞ ĐẦU
b5bc&def%!6g
&bh$i-j1 ha66jWkWl
6mnVobp!q$ef-iXbr
+'aW%&bb-i+fs+a63+ftX5au
genVos&'o-3$va$b#7g
dWkWl Vo$-1&bb&s&'%r&
bb56nVqf-6&58r1
71ja58r7'%bB,w+g +
uW+$+gb+j#p+fx-g%

%731 ha6e36^s5WX-xac
yh$i&bb++j%s+u*'Wzb
ac/u&y6c+O-xf-8b{$-&
-i-2s&b%hsu456$-&&b-|+$hW
&b%X6bWx52h}+#M%|!+
4
“Qu
Chương I: Một số lý thuyết cơ bản về thương hiệu.
1. Thương hiệu là gì?
5%$&~7h$h4#+arc-•
&85'oarhb+1-3m+j
%2,wuo+bb+1 whn76%+a|*
-m*2€Wa-8 hj
• xbc‚2h}+•
xbcbwWpWz-ihs7bco
W&z%g#$2,2!poaW%a$x
bccibƒwoy%„2Xa6mh$563-c
-mi7…+b2l‚K8OS†71 Ws2Xe5-•
7• '+g#nVo$sWz%%g-1a
W%‚W%h•-$hV-#$-8a2
)b hmh$w$ocia‡+|%w23ocih$s+-m
5
“Qu
/ca~hs7#iaW%+'f-c&j$#
iaW%a$%z•&XaW%‚K89-
†9ˆ(‰‰‰ˆKŠ/‹•
• /$ŒWk-4&b'f!p!Vbc
{'f!p!Vbcb'-g4#jo#-gh
Wz-iŒ!p!V#+„bƒjo-h-c&j-8a
w+gbb5c$upop-„zWX'$-8

a-4-1-$%&b&o7%t+563X'o%*%„
a6mh(563-c‚K8OSJP1 Ws2Xe5-•
{/ŒWk-4br&8t3-4#bc-$hV
-#$5'2
•iWjWg+1ƒwoWpo7im%„yo
Wz-iŒ+1e3%„+1&zxno-h1+1
e3
•i'bco7%7ybc5p5*%W'
ej&+7$bc…+ŒWk…bcc'c
t3ge3o&zxn%„-h+b-„&8
pmo5uoW6%„$-„ua$#%gbc
b5c-m#56bW%t3-4g%'
Theo hiệp hội Hoa Kỳ:
b+1$'o+1ƒwo+1Wpo+17imo
+1y&Žo5nmhp$563ai'…+!$-+12
h}+5W&#+1‚5+1c+•*7$&bhs7$
2h}+‚W&•-c&j$-3#g
•/cicbyVi7'%bog%p
moi$7'%‚%2h}+%„W%h•
g% V&b8+*'Wz-3&j2h}+&b
W&+bW%hV$#+1b8
&fm +b-cci-|+g%b-%
c$a$bb2&ry#W%h
Thương hiệu quốc gia:
/hs7W%ho2h}+&j
e3‚5dfbx2h}+e3•b%g
Wz%2h}+#+1jo*W%nV!q6
6
“Qu
+g#j-c#yoh$bo…+e7$ue3

re2h}+bc&bW&
1.1. Một số tác dụng của thương hiệu trong cạnh tranh:
)b+%a$b,&b%pmo5's+&bXb%a
2€W2h}+
g%db#a$b-3&j2h}+oqh7%&
*7$3g$-3#go-t*+hu
+a|
•qa$b+j
qhhsh32h}+W•Wb
g% may+*+j
x3qhg%WXyr5oq&3-o
qsb
qh&ia6hoa6xW•Wb
=5u%#x2Ž-|+gm6g%W%
hoqhW%hc-8a{hd#o3g2Xg
e56&8$
x+g#*7$a-x-~a47%b+2X7%
1#h$h -3&jwup-1-$%#w2h}+
jw2h}+7-3#g{$|%
1.2. Tái định vị thương hiệu:
1.2.1. Khái niệm:
$-&br&b++jy#
og%+12V23+j%…+-$hV-m2X5
-n#*•#*'Wz5+1+'6
m#W%h$-&b+16m5-n&u+
 &8%s+ua$b+'
 h&b%
‘^$-1+j
‘j&b%563$cu!j
‘K-„-i++jn1o-1-$%

7
“Qu
K8a$-&
‘/c8+~
‘X'$563-xc2’ƒjo&kw5'
ar-m7“&y67“Vbƒ7“-xc
$-&a
r*g5-n
%harc2X+ 3ƒa$b
y+*gobo62V23
35-nc+a$b+'
%h+31!$-i7j2+1-%g+j#e$
yg
1.2.2. Tái định vị thương hiệu để làm gì ?
Tái định vị để mạnh mẽ hơn:
%e$yybotg&bh$iohj$W%
h-3W&j2Xgop7go*&bp&f#a$
bKia”-+y&bh$iobx-g%2€W8$
Vo%-chh$h$-&bXf'/cip5
B•%|b+&uWMs+ h*+&jr
/-go$beB•%|&b%2XbrP-
B•%|!p&j2%|bp5z+b!'%%fa–
&fyz2%'2Žhzmhc+a$b
—a6emgoa$bar-c B%a$
aci&j-23a$bb!•arb+B•%|n7 o
a$7B•%|-x!s5WXy+jf3 W
+j&j+b+a$g+l85'lo+b+b+bco
+goqh',-656o2X—o~-1\B•%|
d$6W58rl+&b%-3m*—
-  5'o  7g  7‡  w  W  &  ˜%|&|o  g  ro    lo

+|\i-8-cB•%|3l-|+g8u%a$
b“{76+yo76*ofl+&b%-3ma$b
— +uofph 7z™&jjhupho$-%g—-i
g%!j+j%a$b8+~/de$2j+-ic…
B•%|-xbrƒ&$-&e$yb5
g%+1B•%|a$7opm\b+8-8%2X7Vh$%
  1  &u  W  a$  b  s  b  /r      +
‚&|Pa•j-s5oa$b76-6fb+1%w
8
“Qu
sbbj&j3e4„8o•ašKVj& 1
+jo$be|Pae56-5-nyo3
 Wj7+b!olo-“&b%%by-t8no
|Pa€l+r-h 5oe&b-g\fa6
mh&j2%s$123P…y+jo|Pa
+3a”-+y-za$bKt87im%
aW%&bbh%WKs5by6-i
|Pa5ibsb+g&bj-6 h-%b
bu+g

Tái định vị phù hợp nhu cầu khách hàng:
Krao+123huV-ihzmha$
bKcbbŠh'#|2"'%bo|2"cxbŠh'
n6G|WhKs5bx-m-a$7b7/$b
e#|2"5&fpmbŠh'po2X7b7&8
r6762ŽqhG|Whh*'Wz5
'oa–&fb5+gp&foG|Whcihzmh&j
*a$g+o$'-carqpmj-s5o
|2"6b$-&G|ha%-*x+j{/bŠh'
jbh&brVh6ara$782%&j

G|Whoaa%$6$%+jo/bŠh'-igpmj
2%Pg-x-#+g-i€@/zyxbb
+g+Žo-g&b2X!p-5a'auo/bŠh'-xg%
Wp 763%s+ua$b6o'#x
-m*'Wzph W•WbG›bo&|2"
5-n6mV“zbxb-o6c!
g&j*'Wz-hy$3pb5-n
1.2.3. Các bước chuẩn bị để tái định vị thương hiệu.
ˆ^$-›+'6m#&$-&
(ˆ/ia+11'V*'+qja
e56-X…++i#%
.ˆ/slw$-&5Œb++jy
•@/$ywg-i-+7%ua6ƒo-i+yo$
b%'++j&b%
9ˆp+f*%W%h}7+1
5-no&b2’2b%2X5-no&y&5-n3-&2Ž
,-66$hd7V~*c V
9
“Qu
-'%W%h%&$-&hb*-V-
W%h
†ˆ/}7bu%&$-&o6q$-&€
&*o6-i&barpe$2Ž-igw eac*
JˆM6mh e&j$ra|o‹GoG-i&
iaX$-&-meo+s2$-
Oˆ/slw+'#$-&l+-6a$b+jo
2%&jc+a$bg
Sˆ)b+w-1$6-i*'Wzi&b+ 
-mr-h+j+1$u!$7…+16W58
r

1.2.4. CÁCH THỨC TÁI ĐỊNH VỊ THƯƠNG HIỆU:
z5|%ƒ+'6m#ƒy$-&
+bqe56-ch5-n2h}+5ar
%hciar5-n2h}+o66m#
W%hŒ-bg%+1+!q+jgrer
-h58r7…y+jo62h}+g#
W%h3o-8b5-m*'Wz+ -my
Wzycb++j-œh-6+p5y•&r•
W%h$-&+bŒX7…&5-nr-h
58ro3 WarryŒb+1$i
*V#%h/da*'Wz6h 2h}+o
W&#qfcbd5ar-8-cib&
b+#qc-q*V5ar%& 5r*-a‡+
&j&$-&ydh!|+!"u~omu
#2h}+…+6-i2h}+W%h3c8
$~'+%a$bmg•X, aW%
hc2h}++j%b%bo6-s5b2h}+uW5p
&bW%hƒ7“2h}+•y&$-&b6 
6W%hc'++12h}++j%+1™$2
h}+c2’o2h}+b5Œ7n2+1$b%-carjy
W%harp6h$-&gyq
-8i…$-&c+„#ccuX
&baruXcoh!|+g+'#$-&o!$
-+j#a$b2a$-&‚a$b•&b
+j•-ie56-w&p-8'e-62h}+6W%
hc'V-$%%e$yX$-&y
10
“Qu
e+gpj%h2Žb+bda$b&8w
y+ M$b2Ž•…W%hpes+

-6fK$hV-m+%-m#a$b%h
2Žc-m+1ma$b+jre&$-&
8a$bj-s5iouy7s5*g
uqaW%h$-&
X6o$-&ar8-&barh+3bb+
-mB-s5b&b-8es+j&b%a$-&
1/ Vị trí của thương hiệu trên thị trường:
Mr'•a-Wk-*%„ch3y
ar-n+j$-&ciXacw2Xa
ef'e-6%„b-x&b2lh!5M
'*'6hcw+„b2w-m-Wg
&8+k+x&b#%gya-x5-nr-he7$
#+yb{‰‰•2w5'p-iW5y&6#+y'
*
2/ Vị trí của thương hiệu trong tâm trí của khách hàng:
• /sl$-1&b+!q#a$b+'&j
-&g{)a$bchVuX&j-&+j
5ar@bs“-m*!5'23%e$y$
-&
• K&+j•ar-m5-nu$-„#
6u$b5-x-mph 
3/ Nắm rõ mục đích tái định vị:
$-&c+-uubg%'+$%ž
5-n-3ma$b+'/Œ'f+1+-u&b
b+ 3ar'l+-6+bb+€&*
4/ Thực hiện mạnh tay và phải đồng bộ:
• M$-&ohph …$-&yb+1-8
6&b7l71%e$yh$i
• $-&2Ž5-n V#a$bo&y66
ar+g5X-io-&b%'V&bh$i

‚Gv•oe7$\ye2Žar+%+3
• 5i+a$b2Ž+tw-&•&b-&
+j#2h}+
11
“Qu
• ‹X-t71-ia$b76-m&$-&
#Kt*#2X-ty#a$b&j
e$yb5o8%g-1h-mW•'-q&b2$&j
a6%g-ih&%-&+j#
p5…$-&arŒ-Wƒg,&5-n
%%o+bdb&-%r$Gv-i2h}++jo
e7$&bnV2Xa\6&-&X3yq
2Žc-m$+a$bo~ƒ&s+ h&b%s+u
a$b#-3#gi2V+g-n+j&b2V
23+x#o\mgo6b+ar3yc
ic8#%!5+pa$bboa$b•o
hu~%oyar-t71o62Xa6ƒo\6ar-#
s2$%-&5-n2Žp5i+b+%y•&b
+j2Ž7phoar›bo6pe$o\*-i+-i$
-&•b&p-8sloXf
12
“Qu
Chương II: Các ứng dụng thực tế của tái định vị thương hiệu.
2.1. Hậu quả của việc tái định vị sai lầm.
Thất bại ngọt ngào của New Coke ở tuổi 25
j9‰ba6ec-may+a6+'+g&jƒ{|Ÿ
/%a|&b{2X2+oc-m!|+s5&87bf7$%
-m-&b%Wg5g$*a6 5+b%wb5
-$2r-1#~+US†o/%a|-x•…f+l
hl%5

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K8b5W•Wb$+l/%a|ae56-5-n2h}+o&y
j-c&5-nb5-m-x-ma5'…b-2j5
'occwuW%'#+y
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/%/%-xV+…††•%(‰‰o‰‰‰€+-ma%
2$o-x*bfu2h}+|Ÿ/%a|o%aŒc9†•
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5'ow+k-mf-ia%2$-m%barp
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a%2$b5
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13
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$2o|Ÿ/%a|-xc2X„,+go5'2-cog
7}55&b%b%bariht
/$* 7$%bb5&3-xc2Xes+5ƒq/%//%
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6%bV3o&b6m+|Wb7zh$WwW1
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2$1V/%a|5'#5-m-~&bh$bb5
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1a#%%carhb2XV%,2s75o
s5w1™6&b7g%%gbcb2XVbr
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7,  71  7  &  x  -g%    f  #  /%  /%  q  7p5  *
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2V+g#*'Wz%+3e&jKs5
arhb+1p7go+bb+1+f3y2-c/%/%
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p$+p7g5&8b@1b5b%-cojš2Ž5'7g&y
-8-co+•b7gbrw
2.2. Kotex đã tái định vị thương hiệu như thế nào?
Lịch sử hình thành:
M%|!b# h-%bM0P]G)¢/)GM
M0P]G)¢/)GM-mb h&b%~+SO(b+1 h-%b
b-#%M–&b$2h}+~+2c2Va“|™b5c
.£*W$2h}+#M+7|5/aM+7|5
14
“Qu
/arw&u23523(&8hgS‰e3e'6
j/$#M0P]G)¢/)GM-m7$1x'
†‰e3/c2,u-„g2o|!2o&jJ†‰‰‰
b&''%b6j&b%g-1g.†e3Xb%-m
ghu˜%|a'%W2$w h-%b{Km5'u
paiƒ~+US.-65/r5z™X,b+1%
23w h-%b{3p6j&b2h}+'Wz-'#
r5-m2!p…+h&%6oa~
c  !|ŠŠr /|%%o  x   -m  -~ a4  7, M0P]G)¢
/)GMo-mh$iƒ~+U9&b,b& W5a%e
f%23*W•166jV0

/|%%-mWz%$7&*6o$g+2
Vo*hh}o7~7c&b7r%%yarhW•
a6+/$r5$es5•*Wzw+6a~cb5-i
e56&p-8a5Mrp2-co~+U(‰oM0P]G)¢
/)GM  7l  -  2  !p  M%|!ŠP~  &  2  Ws  2X  B  -co
M0P]G)¢/)GM+j7l-h$i'+$2h}+B%o
W|!o|2o‹Š=h2oM|||!~+(‰‰U238-mƒ%g
-17$b#M0P]G)¢/)GMbU‰‰‰‰‰‰‰‰¤
s+ h&b%*+w~+UU†oM%|!-xar
ƒa”-&u#+y&8•&X~+2c2Va“|juo
&j$2h}+
• Kotex® Style
Kotex® Style - Mặt lưới khô thoáng :
M%|!¥B5|!Mr/$
M%|!¥B5|!/$
M%|!¥B5|B'+“$
M%|!¥B5|B'+“ar$
M%|!¥B5|B'+“%b
M%|!¥B5|H&|
Kotex® Style - Mặt bông mền mại
M%|!¥B5|!Mr/$
M%|!¥B5|!/$
15
“Qu
M%|!¥B5|B'+“$
• Kotex® Pro
M%|!‹%B'“/$
M%|!‹%B'“Mr/$
• Kotex® Freedom
M%|!˜||W%+Pr!

M%|!˜||W%+Pr!/$
M%|!˜||W%+)j!
M%|!˜||W%+)j!/$
M%|!˜||W%+)jB'“/$
• Kotex® Hằng ngày
M%|!bb5b^
M%|!bb5X'
M%|!bb5B'P%&
• Kotex® Tampons
M%|!¦|‹GH!/$
M%|!¦|‹GH“Mr/$
M%|!¦|‹GH“/$
Kotex tái định vị thương hiệu :
w5i-1+g+Ž#8a6w~+(‰‰‰o
!x1b5bh$ioj—b5bes+8-62V
a“|ju#7sK8b5%p5+11aW%j&8
•&X2Va“|ju-+,&bM%|!-xsia
$a6%gj…+l+7lp51-„7b5o%a$/r
52!p2h}+z%ggc&—5i+y +gh
M%|!-xc2X}7aš§&88+„o!$--mw
+„6!cohsu›w-i+&ba56-i+#$-3#
goƒ-cM%|!-xcw6m$-&+1
$eG-*ƒw~+US‰-6~+(‰‰†M%|!-xu
V+l3 W%b%b+j&bpm
16
“Qu
Pim+j#M%|!c&—œb&b757no&jw
"$-,wM-m%',j+1r$j
ara"+h~-1-mi,"”-Vo&ja}
{Xbu+y‚(‰‰JŠ(‰‰U•žrXrir2Ž

‚(‰‰UŠ(‰‰•
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yV58roe7$+jo+bb+16m
+u3p%oc-&|%hsaq*
&b+'h$isWboc3pq78&w
jjy+1xb ~+o-tb&b~+2c
w&p-82Va“|'%$7gw/6m-&
$-1-6+f%g-1#M%|!ƒ25•#$71r
s&'o-6b&o$-1ƒ!€&ja$bže5yb+&o
h&$2h}+&bW&i
1+3~2s&b%s+ua$baa$b-x
-m+o&bM%|!-xnX-ia$b-m++1
$3p&82h}+&bW&#/r5
M%|!-xc-j›bo5&yjjwa$b
yM%|! h2h}+%-3mb$7g$+j
jo-s5ba$b8+~#M%|!%
%bw2&bW&%a$boM%|!•qf-6
&e7$%%y#+y7…w%g-16X
 šf7nMH]^&yw2b~ 6h2V%b
~“2$
17
“Qu
šf7nM%|!ywBb~+-mb hƒ
(‰‰.Wb%$w2ƒjhJ-6jh('alhj-ga6e
!p2l%f h&b‡5-g%-Voib~!p2l%
+f•&X&~coi%o os+g\&b$7gcb
u!p2l%r$-%b-1o$%g-1!x1Ks5b+1%
w%g-1-cch%!x1o%1-t-54•&b6
X#r5M+7|5/a+o…+-cch+1ha6
eaW%#r5-i™m%1-thw+o-„

7bw2owb~#-pj/u&y& 5oš
f7nM%|!ywBb~+r -m2X#1
yƒ8hub*o5r$%of2&b$7
bc'e
BO~+%g-1ošf7nM%|!ywBb~
+-xV“-s5X2Xb+1%g-1sWb&bepƒ
j-65Wb%w2c'&b&y2Xh$ib~#$
7g$—cj8%g-16X%„f
7no„ebo$%Wjuoš-xqhbw21$
18
“Qu
Œb'%be3l+&w&bs%a6V&8$%Wj
u&b~+2c2Va“|&b'jw-cchO~+e
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!s5WXa$%1-t
 %g-11-t
19
“Qu
 /6W(O‰+¨Šbyh¨+1€¨#
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ir2—
2. TVC (Quảng cáo truyền hình)
Kotex: $%“Tự tin là chính tôi”s5pm+g&jy
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&-m%b{7s*o{a$*o- he+%$
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%|2€!|rr#M%|!-x-mTạp chí Marketing bình chọn là
một trong những ảnh quảng cáo ấn tượng.
P>0D{Xbur‚/2• g2•‹=5'2$$•
20
“Qu
1W7b$l8&jr-h#6Wohzmh&j
6a$b+'

21
“Qu
 bm1
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h3mh&j1B'+
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