tài định vị thương hiệu nhãn hàng kotex

LỜI MỞ ĐẦU

      ! "   #   $% $&
'()*+',-./
012"$'030"405'."6
7)*+32+48"9:#
$%$&!*+ 32/
)*-;/ 
: ";/:2#<=>0!0
6$010'09,70'?
:47 !"4####@3$.?"
A'00306B2$C
"#D6A0EF?;GH
I336'JK0$1
.'$?I7L09MKNO0#
Chương I: Một số lý thuyết cơ bản về thương
hiệu.
1. Thương hiệu là gì?
P    Q
:7'J9NO0
"/   R ;
 #  2+
"/7'
0  4 ( 0 
I= >6+0 '0 
! > ) : 
0"K B (
B  IS $1 " ;

!T
U
O?VI7L0WT
O?'>$,$C3:+
$1C'9I=I7,+"$"#O?
'X>+A7YI."(4
(:Z0I&#V[;F\]: '!$3I.W
U
2  0 9 ) *+  3 $C     "
$V$W*9;"IT
^!(>+"_0K>I4+30(#
D"7Q3:9"$02
9"$"C'R."$#V[;`a
O]abcdddbO[eDfW#
Theo hiệp hội Hoa Kỳ:
'0 2+0 X>+0 $,+0 :
(+0 Ag+)(,74"2Z0
0 I7L0$190 V0 0WB:
3:I7L0V$1W49#
1.1. Một số tác dụng của thương hiệu trong cạnh tranh:
^0"=,'(+230.
"IS$1I7L0#
'9"4I7L0+-:7
B : 4 '  4 9  + 5 B 70  6
0"K#
hi-"0#
E-34I7L0$i$#
!'("A0B0#
O?4-$.A7/+-4j+
-3#

E-"+"?$i$#
k69?IgK0''($
+-$;"G9H+4'I.
';#
O?09B:"?Q"J:0I.
:7 9'!4>6, 9>I7
L0>I7L0:49GHK#
1.2. Tái định vị thương hiệu:
1.2.1. Khái niệm:
'/'00A79+
0 I*I40Z0*(I.)9
Bl9B2$C0 012'(9
$#'0 '()670!;
306"012#
!T
m@ 0
mP46
m[Y00) + #
[;"T
mD;0Q
mh.24?InX+%>2
"/(:oA:o*'X:o?#
"T
p/B)
h"/I.70!4X"
PA70B++I*I4
p4)0"012
h  04 '   : I 0    0 9 
A
1.2.2. Tái định vị thương hiệu để làm gì ?

Tái định vị để mạnh mẽ hơn:
  A A + 5    +
j'$4$I.+
,:+B,9"#["q
0A+'?IS$1;
 *+        ' '.
2
Tái định vị phù hợp nhu cầu khách hàng:
[/"+0 I476*C
(j"#
1.2.4. CÁCH THỨC TÁI ĐỊNH VỊ THƯƠNG
HIỆU:
CKX012'(9X
A0-7)
I7L0"/#
h"/)I7L0+
'(9$r7'0 
70-0'//;/:Z
A70#O+I7L09$
4+;(B2$C70
!(A$CA7'00s
0,Al/R#
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
Nad"7
("A0"020
XGOKtD"KHGI.
I'j0H+(K0
3;:7

:(7$
B"#
2.2. Kotex đã tái định vị thương hiệu như thế nào?
Lịch sử hình thành:
MK'9!Mupvwx^yD^zxM#
Mupvwx^yD^zxM('!Q0`\Fc'0 !
j9PM{I7L0Q0II*"oK#
p|`#}~B$I7L09M0:K'
D'"#M0:K'D'"'/>6I4`I4c;j
\d42#D9Mupvwx^y
D^zxM(: ?2`]d4#D1I=6
Yh''I+KI+j•]#ddd22
 }]4#.(6€K'"2
$I>!G[(26,H"XQ0
`•\}#
D/C|'.=0 I4>!G4
,H#
U
Các sản phẩm của kotex Việt Nam
U
Kotex® Style
Kotex® Style - Mặt lưới khô thoáng:
MK‚<'KpM/D
MK‚<'KpD
MK‚<'K<20o
MK‚<'K<20o"/
MK‚<'K<20o
MK‚<'KƒK
Kotex® Style - Mặt bông mền mại
MK‚<'KpM/D

MK‚<'KpD
MK‚<'K<20o
U
Kotex® Pro
MKf<2poD
MKf<2poM/D
U
Kotex® Freedom
MK€KK$0v/p
MK€KK$0v/pD
MK€KK$0^p
MK€KK$0^pD
MK€KK$0^<2poD
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Kotex® Hằng ngày
MKP@
MKP.O2
MKP<2v7
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Kotex® Tampons
MK„KfxƒpD
MK„KfxƒpoM/D
MK„KfxƒpoD
Kotex tái định vị thương hiệu :
O> 00g9;">Q0cddd+
j? +…30;
I*"oK69:73#
v(09MK…s::)+
>†=>Mj('2=0 /
"/"†0jQ (=†q

*+"LG.'60AVcdd•ecdd•W‡/.#/
#/IgVcdd•ecd`dWH#
MK?` ˆ+A>
"AMK!I7L04
(':0'+3'";0Q9
MK'#
O>I7$1"+MKl-
7:A790A:Z> 
.T
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‰Š:)Mƒw@A>IQ‹I*Q
oI
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P  5T
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D $ cFd0Œ e P A  1 Œ0  SŒ 9
#
D$G[5C/ƒ0H‹/.#/#
/I…#
2. TVC (Quảng cáo truyền
hình)
Kotex: ‰7“Tự tin là
chính tôi”3,(0
A7>/I*
6+.+,
'0>('G:3
BH+G"BH+!
0G4+9
0H#
PA7/1B

&+0Y: 5/300
KISK//9MK
?(Tạp chí Marketing bình
chọn là một trong những ảnh
quảng cáo ấn tượng.
v•uPŽG.'6/HVDIR‹IRfk2
IW
O $:T&';/9$+C
("012#
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( T

D D1Sfxƒ
GD1SfxƒH' $I29
B[Dq4P5D6p+[
On+ P O  $ ?  MK fxƒ 9 D/  M0:K'
D'" ) *  4 (    P  < N2 N
O0#
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IKIaV$?MK<'K‹D/M0:K'D'"NO0)
*WIg6*:C)X`cb•"†$
c]b•bcd`d!"4C$i#P5D6p
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•OE<•OfP‘pp’kN•MPky“Op”u#
U
O + MK  3 $. 0   4 tK:IK
 $i  2  ; I* "oK  6+ Y : '

01,I.0Y9IR30'JP{NQ
<   r Tbb'IK#0#  Tbb
:$#0
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N 01 6  j ' K0 '   … N
O0 0   A - &  ;I*"oKA$1 +
I* "oK I I7 + "K ?   0  I3  '
0   … N O0 +   2 01
 TKK IK+`\m <K+h P : j 
A0(j9/;I*"oKII79:7
3
DuuuTM“^k•ON•p–<—Mu“OOEP˜#
}#`#p I4"#
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Thank you
Thank you