Chân dung khách hàng mục tiêu và giải pháp nâng cao sự thỏa mãn của khách hàng đối với sản phẩm dầu gội kerasys


CHÂN DUNG KHÁCH HÀNG MỤC TIÊU VÀ GIẢI PHÁP NÂNG CAO SỰ
THỎA MÃN CỦA KHÁCH HÀNG ĐỐI VỚI SẢN PHẨM DẦU GỘI
KERASYS
1.MÔ TẢ CHÂN DUNG KHÁCH HÀNG
 !"#$%&'()*+(, &/(
01'23
4+5)6&,7)/89/:'&;<9='(>?@
4A/$+(959$B+B!B+CD);/?
4 +(-EF(4-G/>H)(959$),$/+-E
F(I
#&J+/K7*<F;+/L/&1*%/J<-;&3
4M$E+/A'/N91&'O9='/N,?&B(P/Q/7/R61
*F<ST;F9'O9=',&B+;<9='U&!/"IKF,1)'6/;$U&
(B+N"V//6+."A-3$/$/).R).W!)
-QN+%XI+YF9'O9='*+;$C-QB+K&/V9I
4<F;+/ST;F9/7*+(,%'&/N+Z&('O9='J&, 
/K&['+,$/ 3
\+(C(;/R/]S^,%_`/R/71aZ&(
%'0^)bc/6*d6!($PQI
\+(C(+B6)!5/R/]_^,%0`/R/7
1SeU&(%'`_I^c/K<, *f9,?&B(PQI
\+(gC&/7KV/2/h%'`)0cI
Quản trị Marketing

]i*%/J</KL/&P9<9+//K:/'/?/K-G/N+
."AI7;<9='U&>P6U&!/"C(;<9='&FV9,+(F
i*+(1/89/-Q,$&FIF,19+//K:*+(C(
+B6!5)BN,1P'jK6/'*+(E/KDC(
;(/&/%k,6,:;<9='/KFSk'%'%//?

/K-GP/Q(,-Q;d/2A'U&*+(I
#&/Kl/K%/,:, +Z&('O9='/2A';<9='/7
P9<1i2;+-,m,$E(959$/NIPQIMnBA/
,$E;&Co;PU6)*"%*2(i-,m,:;&Co;9+//K:;<9='
/$/Q,:;<9='&1(F/&"-G/>H(9+//K:/?/K-G
M[pqY!ZrFI
$H)'n>H!/",m&K&01'*+(-*+(
U"%U&;<9='C(,+(F/R/KDk,6(C!'$*s,?
'7I
2. VẤN ĐỀ KHÁCH HÀNG QUAN TÂM ĐẾN KERASYS
I#&J+/K7*<F;+//7/ *%/J<9<U&*+(-;&3
4+B+3E',G;$('/89("(5&F7/%
Pk';1/1t-C(',u9, 5&FCF-G/>H,m
'N>NQ/KFA'&;f'-lv1'$J&/5' +In>H
+;<9='A&"g&F-*+(1/:V98+&F*;<
9=',+9PU&l *2&N(F,1t<-j,%;'&
%'w_)Sc
4"/2)V/C %'^b)wcF;$*+CEF/V"-G/>H("
(1*%/Q C(',u9(,gx +/=V/C U&;<
9='t("(&FQI+(tKV/N"<'EV/C ;<
Quản trị Marketing

9='*l1/:>H;<9=''EIlt-/C@&l+/-QA
Jo/6)1"/2(, J<+F I
Ay5">d"/2/-QA>d&/KV/C (,6&/F(U&;<
9='1/:*+/$*z')-1'&CNC.2C5>((B iF>F&
A9),nBA/C(?/K2/KF/5'/K2-G/>HI
4 -Q/Q'3KF6;$t-/KF!A7/%F-G
y"B?'A/'{)k/sA/KlCd&'6/;<9='1'H-Q
tC("%/$J&/Kl,%J"%/,?'&(U&*+(I#&J+

/K7/71,%`_)^c<-j,%A'&;<9='U&
*+(I
4 v'm3/2+,u92C(,n/K-U&9@iA/&'7CD,1'6/
9P*!2/,m<-jJ"%/,?'&;<9='E',6<-j
0^)bc7/%'v'mtJ&/KlE%C ,-&;<9='(F/?
/K-GPQI
4 Y<9=''E3/oF/1Jo'&(U&-GA/&'/-GB<F/U
E;<9=',&'&(;Z>@;<9=''E1;<-j/E
^0)_c,%J"%/,?'&(I
4 #&U&!/"|} *28('!/K-GjA/
&'!/",mJ"%/,?,-&;<9='>P6oK&;";(F/?/K-GA/
&'I7/%;<9='*,-&,%/&"-G/o>H!/",mJ"%/,?
/K&;<9='E!>@-3' '' /)$K@/1);N(
(i='F/1KV//$/E-Q/Q'u((>~?i-QC5I
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
MnBA/;<9='E'v'm,&>N( >/2,:,+9
PU&*+(/NA/&'1(/?/K-GPQ1KI
3. HÀNH VI TIÊU DÙNG SẢN PHẨM KERASYS
J"%/,?'&;f')*+(/-G/K<J&'6/J+/K75f
-;&3Phát hiện nhu cầu → cân nhắc → xác định các khả năng lựa chọn →
phương án → quyết định mua → hành vi sau khi mua.p%/, (U&
-G/>H;•L9F>F&A9,-&K&i;<9=')i%C 
/%9/?(*>F&;<9='9H.9I("&")+>F&A9
(U&-G/>HE'@,28B%/P);j/2)/1JoU&
lI@/:C(yo'-G/>H'$'&7)/N;&FlCN'&;<9=')>?
@,1)/N;&FlCN'&mA,1)l'&-/%(F)'&j,5)*(F(
',6'&K&;&F,:y5">d+%C '&K*o//L,="-G/>H
'&;f';<9=')>?@U&'7I
M$E>P6t8")*'&()*+(t1 ;dCd&

l*9+/AP;Z>@U&'7Il1/:Cd&l ;<9='
*+&-3Y;C*)Co&K)€o•Fo)€F'&F)‚4o)XK-E*K&J"%/
,?'&()-G/>H,m/7':*O/!/,:,,%('&
(I78")*(/>H;<9='>P6)L/&P9<
B%/, iV, U"%;&3
4 N;&F-G/>HCN'&>P6,Pƒ
4 l/-G'&mA(Fƒ
4 N;&FlCN'&mA,1ƒ
4 l/-G'&j,5ƒ
4 l/-G'&*(Fƒ
4 l'&-/%(Fƒ
4 ,6'&U&lƒ
3.1. Số lượng chai các cửa hàng Kerasys bán ra trong tháng:
Y$C  P;$ P;V/„c…
Quản trị Marketing

Se†_e& a 0^)b
_e†0e& ^ 0S)^
0e†we& _ Se)`
we†`e& 0 S`)b
R63 Sb Tw)a
Kết luận:#&*<F;+/STZ&(/N,?&B(IPQ)/KF,11a
Z&(B+, /]Se†_e&/KF/+%'0^)bc)1^Z&(B+
, _e†0e&/KF/+%'0S)^c)1_Z&(B+, 0e†we&
/KF/+%'Se)`c)10Z&(B+, we†`e&/KF/+%'
S`)bc)/KF,11SZ&(*!*>F&;<9='%'`)0cI#&,1),&
;$+Z&(B+, Se†_e&(_e†0e&/KF/+);$Z&(B+
, 0e†we&)we†`evgN%IM ,1F/V";<9='vg
'E'D;FE*+(I
3.2. Thể tích cửa hàng thường bán trong tháng:

:/2 P;$ P;V/„c…
_ee'C b w_)S
wee'C ^ 0S)`
^ee'C w _S)S
R63 Sb Tw)a
Kết luận3#&*<F;+/STZ&()1bZ&(B+K& V/CFN
&1/:/2_ee'C%'w_)Sc)1^Z&(B+K& V/CFN&1
/:/2wee'C%'0S)`c)1wZ&(B+K& V/CFN&1/:/2
^ee'C%'_S)Sc)/KF,11SZ&(*!*>F&;<9='%'
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
`)0cI],1F/V"y-E/?/K-G,&9+//K:)*+(,&>P/
>H;<9=');$C B+K&*!]/kCI
3.3. Trung bình số lượng khách hàng mua sản phẩm trong tháng
Y$CP P;$ P;V/„c…
6/CP S_ ^0)S
&CP ` _^)0
p&CP S `)0
R63 Sb Tw)a
Kết luận3#&*<F;+/STZ&()1S_-G'&SCP/KF/+
%'^0)Sc)1`-G'&_CP%'_^)0c)1S-G'&0CP%'
`)0c)/KF,11SZ&(*!*>F&;<9='%'`)0cI],1F
/V"*+(,&>P/>H;<9=');$CP'&U&*+(,&1
y-E/k>PI
Kết luận chung:#&;$CA/$*F/V")*+(,&>P>P
B%/,%;<9='oK&;";);$C '&U&*+(,&*!]/k
C)/],1/NF/ , FoK&;";y5'89K6Km(F/?/K-GA/&'I
4. MỨC ĐỘ THỎA MÃN/ HÀI LÒNG CỦA KHÁCH HÀNG ĐỐI VỚI SẢN
PHẨM KERASYS
4.1 Mức độ hài lòng về giá:

Quản trị Marketing

Hình 1: Biểu đồ thể hiện mức độ hài lòng của khách hàng đối với giá của
Kerasys
%/C83#&*<F;+/STZ&(*>F&;<9='oK&;";/N9PQ
1TZ&(8, ;d(CgU&*+( +U&;<9='„%'
wac…)1^Z&(8, ‡*%U&*+(C(*!(Cg +U&
;<9='„%'0_c…)1wZ&(8, ‡*%U&*+(C(*+(
Cg +U&;<9='„%'`c…I7*+(1;d(Cg
+)-tg'6/;$CE*+(g-&(Cg +U&;<9='I
4.2 Mức độ hài lòng về hương thơm:
Quản trị Marketing

Hình 2: Mức độ hài lòng về mùi thơm
Kết luận3J&STZ&(, 9xV 'H/Q'U&;<9='
oK&;";1bZ&(8, ;d*+(CgU&*+(%'w_c)1w
Z&(8, ‡*%U&*+(C((Cg 'H/Q'U&;<9='
%'_Sc)1^Z&(8, ‡*%U&*+(KV/(Cg 'H
/Q'U&;<9='%'0_c)1`c/-QESZ&(C(*!*
>F&;<9='I#&,1F/V";<9='*+/(!E'H/Q'U&;<
9='I
4.3 Sự hài lòng của khách hàng về chất lượng của sản phẩm
,6 P;$ P;V/
€V/*!(Cg
!(Cg
(Cg 0 S`Ibc
+(Cg a 0^Ibc
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€V/(Cg b w_)Sc

R ST Seec
Kết luận3J&STZ&(, 9xVF/V"V/C ;<9='
, *+((CgI
4.4 Sự hài lòng của khách hàng về mẫu mã
#&9xVF/V"*+(/-Q,$(Cg 'v'm;<9=')
;d(CgU&*+(/:AJ&bZ&(8, ‡*%KV/(Cg
 'v'm;<9='%'wec)0^)_c*+(CgE'v'm;<9=', 
*<F;+/J&aZ&()gCNC(/-Q,$(Cg(*!1*+((F
*!(CgE'v'm;<9='I
Kết luận chung3#&;$CA/$*F/V"*+(KV/(Cg
+/2 V/C ;<9='t-'v'm;<9='I">F;<
9='oK&;";C(;<9='89*=>F,1+U&;<9='gQ&F>F8"
9PCE*+(g-&(Cg +U&;<9='I
5. PHÂN TÍCH ĐỐI THỦ CẠNH TRANH
5.1. Các đối thủ cạnh tranh chủ yếu
Bảng so sánh sơ bộ của các nhãn hàng trên thị trường dầu gội.
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 N }% N }% N }%
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  92
J<
+F
KB7ˆ^eeIeee‰
rE,C EJ<
+FKP'K6
KB7a_eIeee‰

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*!L/K6
>P>P,k'V/
/?9P



A/K/?/K-GA/&',m1*+ mA>P6,&C-
(/K/?/K-G*1/K+*x;dN/K&J"%/CA//]+mAR
/%/KF,1RB8C(+mA-3
489,F('O9='CooKE+mA>P!,m1"/2/K
/-Q/K-G-3Co&K)Co&Ko)Y;C*)Fo)r•oBF"X
4!/"E+;<9='-3‚4o)‚4oŽFKpF;;)‚4o
&/K)KIoX
4!/"‹&E;<9='3€F'&F
5.2. Các điểm mạnh của đối thủ cạnh tranh:
41 /(2i'NI
4Mm/NF, V/ *+'N(1"/2/KFCg-G/>I
Quản trị Marketing

4!/K-Gk1&>F&A9'N,6U51/K/(
//P/K+A'2'@/U&!/"),nBA/+J&AE!
LKV/, L/Kl/N!/"I
4‚5">d*959$AJ<1A/$959$K6*f9<
-EI
4+</-Q,$V98, )/KF*V/C *+&F)*!/&
(FN89I
4l%'/?9PCE/K/?/K-G>P6(,  -GB%/,%I
41i2;+J<+FC!$V9>v('&K*o/AJ<I
4Y<9=',&>N 'v'm)*:>+)B&FB7X
5.3. Các điểm yếu của đối thủ cạnh tranh:
4+<'6/;$'n/(g*+&F;FE/89U&-GA/&')
V/C(jiH!/!I
4PCElh/89(F95*L/?/K-GV/,?I
4N%,$/ />H;<9='*h-E(Fi*+(

1/89*+&FI
4r(!/"1[$5)%C J<B+;<9='g-&
9H.9Ek1&M!I
5.4. Tương lai của đối thủ cạnh tranh
E[/(2i'N("/2/K/-Q/K-GACooK)
(‹&C(0!/"%'/?9PCEV//?/K-G>P6/N/&')
/KF/-QC&0!/"("(";•(, 9+//K:CE'N'jK6*
959$(,&>N1&95*L/?/K-GI
Quản trị Marketing

6. GIẢI PHÁP NÂNG CAO MỨC ĐỘ THỎA MÃN CỦA KHÁCH HÀNG
ĐỐI VỚI NHÃN HÀNG.
Kerasys C('6/;<9=''E]&, /K&/?/K-G),:/dA
, +%C 9+//K:;<9=')+2;+R/K.-G/>H)+
'n/('E,%E*+(&1/$/V/IP9</dA+<
9+9;&:
4‚5">d+-Q/K7C-,6q'9+//K:;<9='(,-&;<
9=',%*+(j*d' JI
4%9/@,="'N9-Q/AJ<+F/K/)B+F2X/k/G
C (F+G&F,:'I
4NF /K&BCF,:J<B+7<;<9=')1i/K&
>(,:/K&F,R‡*%U&*+( ;<9='>P6*oK&;";1KI
4Mn/i9F;/oKJ<+Fji/@,:'J&/Kl/N+!
A9)m/-+/(9$)*>5-)/K-GlX
4-Gy"*<F;+/)PU&*+(,::, 
/5'C‡('F'$U&*+( ;<9='U&'7)/],1, K&i
9-Q9+9*?9/G,:/x&'m, P,1I
4r!Cfo‡*%U&*+()/V:*+((</%
V/C ;<9='("(/$/Q)Bq+3R+6l9B+F/oF
,?*•)+BR/Kg"A/5/Ai&+"&E*+(I

4M-&K& -Q/K7*"%'m)/n*•';<9=')Fni
AQC(<'+;<9='F9H.9E ,$/ *+(I
4NF/' -Q?'EF;<9='("(,&>NQI
Quản trị Marketing

r
SIWIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIII_
_I‘M’#M“|€Y}YIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIII0
0I”Y•|€Y}YIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIII`
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0I_I:/2Z&(/-GB+/KF/+3IIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIII^
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