tiểu luận quản trị marketing 'MARKETING MIX – LÝ LUẬN VÀ THỰC TIỄN TỪ SẢN PHẨM DẦU GỘI ĐẦU X-MEN CỦA CÔNG TY ICP

TRƯỜNG ĐẠI HỌC KINH TẾ TP.HCM
KHOA THƯƠNG MẠI – DU LỊCH
BỘ MÔN MARKETING CĂN BẢN
BÀI TIỂU LUẬN
BÀI TIỂU LUẬN
Đề tài:
MARKETING MIX – LÝ LUẬN VÀ THỰC TIỄN TỪ SẢN PHẨM
DẦU GỘI ĐẦU X-MEN CỦA CÔNG TY ICP
TP.HỒ CHÍ MINH 2008




Thầy
Thầy


Nguyễn Văn Trưng
Nguyễn Văn Trưng




Nguyễn Trọng Nguyễn
Nguyễn Trọng Nguyễn




NH2
NH2





Ngân hàng
Ngân hàng




32
32




106200830
106200830
 
 


2008 - 2009
2008 - 2009
MỤC LỤC
MỤC LỤC
Lời nói đầu iv
CHƯƠNG 1 – CƠ SỞ LÝ LUẬN VỀ MARKETING MIX
1.1. Khái niệm về Marketing mix 1
1.2. Các thành phần của Marketing mix 2

!"#"!"$%"""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""#
!"#"#""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""#
!"#"&"'("""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""&
!"#")"*+,"""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""&
CHƯƠNG 2 – THỰC TRẠNG MARKETING MIX CHO SẢN PHẨM DẦU GỘI
ĐẦU X-MEN CỦA CÔNG TY ICP
2.1. Thị trường dầu gội đầu Việt Nam trước khi có X-Men 5
2.2. Sơ lược lịch sử hình thành và phát triển của công ty ICP 6
2.3. Dầu gội đầu X-Men và các đối thủ cạnh tranh 7
2.4. Marketing mix cho X-Men 9
#")"!"-,./$%"""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""0
#")"#"-,./12"""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""!#
#")"&"-,./(""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""!&
#")")"-,./3+,"""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""!)
CHƯƠNG 3 – GIẢI PHÁP HOÀN THIỆN MARKETING MIX CHO DOANH
NGHIỆP
3.1. Phân tích SWOT cho chiến lược Marketing mix của ICP 17
3.2. Giải pháp đề xuất cho Marketing mix dầu gội X-Men 20
&"#"!"-,./$%"""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""#4
&"#"#"-,./12"""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""#4
&"#"&"-,./(""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""#!
&"#")"-,./3+,"""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""#!
LỜI KẾT 23
TÀI LIỆU THAM KHẢO 24
CHƯƠNG 1 – CƠ SỞ LÝ LUẬN VỀ MARKETING MIX
1.1. Khái niệm về Marketing mix
5673.89/:;<5678;=><1?1@
1/<A5B25C1 "-;<5671/5BD
6,/A8B?E1?FG:6H8=1I
525C"

5673.8B5:6J=,AJ5671@8
1/37.8B$GKL,JIF"
LỜI NÓI ĐẦU
LỜI NÓI ĐẦU
5673.8B5:6MH$E8NA5 EJ
5673.8B5:6MH$E8NA5 EJ
5671@"$%G1/CAO1G9=6;P$%
5671@"$%G1/CAO1G9=6;P$%
(925C,8P81?68H,1,MAJ;
(925C,8P81?68H,1,MAJ;
=P""" QG .8 : 5 5R C E= J HE 6S   8 5 2 5C"
=P""" QG .8 : 5 5R C E= J HE 6S   8 5 2 5C"
: 5 5R 8= 1/ $ NA=,  , 8D < AB 5E . 8 NA=, 12
: 5 5R 8= 1/ $ NA=,  , 8D < AB 5E . 8 NA=, 12
5673J";B881@8G?HT
5673J";B881@8G?HT
NA,./55673DHR.UGK.8B9/;<8
NA,./55673DHR.UGK.8B9/;<8
><1?1@1/<A525C"
><1?1@1/<A525C"
-KLVNA5 1GFA56735RHF,
-KLVNA5 1GFA56735RHF,
MHC,"W5:X<8;567
MHC,"W5:X<8;567
3D$%VAB1VA*Y7J-;=IV8<NA,Z-'1/
3D$%VAB1VA*Y7J-;=IV8<NA,Z-'1/
37B6?AAA=CJ@DB1?LE/[$
37B6?AAA=CJ@DB1?LE/[$
567EX[\AHL JH8]W,W28
567EX[\AHL JH8]W,W28

*Y7#44^_"
*Y7#44^_"
-;=Z-'1.8,81?1//,P-,./567
-;=Z-'1.8,81?1//,P-,./567
3*Y7GL1`HP$81?85M
3*Y7GL1`HP$81?85M
.P"""W56A;6I@JBH8?A.A9D5a7G?$11/
.P"""W56A;6I@JBH8?A.A9D5a7G?$11/
BV81G:E1b5"
BV81G:E1b5"
c3(8$ MWV=A=d X W5 19 L   7
c3 ( 8$ M WV=A=dXW5 1 9 L 7
88H8?A.A98=e
88H8?A.A98=e
-;<567fG$%\'5A_D$\'57_D'(
\'.7_D*+,\'5_8C1/ .8)'":8VJg'G
5EbABAD?5LA
1.2. Các thành phần củaMarketing mix
1.2.1. Sản phẩm (Product)
$%.88VMH$E55673D1/182
5C1?1@1/+hDE9D><`A<DG6$$
1/BA=BAVA"
-GbAAF1?(.@$%"W7<1K><JCA
8DGhàng tiêu dùng8hàng tư liệu sản xuất"W7C><Ghàng bền
Sản phẩm (P1)
-E./
iL
Q`1?
A
jHLk

Giá cả (P2)
-F
$
-,6EA
W
WK<k
Phân phối (P3)
@6
W5A
'(.@
l3,
X9A=?k
Xúc tiến (P4)
mA$
A=,
mA;
+
j8(
5675,
Marketing
mix
Thị trường
mục tiêu
8hàng không bền"W71`1?EA@Gsản phẩm hữu hình8sản phẩm vô hình
\=dịch vụ_"W7KEF@J$%Ghàng đơn giản8hàng phức tạp"
f@R@9EDB$%1/EA8RHF1B$
%.nD$%<?D$%8$%b"$%7
NA1?567f@&@G8o5A7D]$%o
5A.789/$%o5A3"XL,D,./$%MF
Hfchiến lược tập hợp sản phẩm\R5B9/$%D6p8]$

%DbA(AD$K1fEJ9/_Dchiến lược dòng sản phẩm
\,.9]$%D5?`@,]$%DH,$D1@
]_Dchiến lược cho từng sản phẩm cụ thể\1IDHlDKFD12
2$%_"
1.2.2. Giá (Price)
.8./1M2bV,868$HT51?G1/B
$%BE./E12D8BC1?E12DRBME
12"
.8B=,AMH$D.8B5HH,NA5 J5673D
.@A9q56:H,6r51VA8K"j,
s(=5:$FFLM:H,6J56731
CAOs1C@5"
tG?,8,./12Hađịnh giá cho tập hợp
sản phẩm, điều chỉnh giá \12,6EA=12(H_, thay đổi giá \J
1B$=_, định giá sản phẩm mới\a(925CDl
. 25CD=127(.h_"
1.2.3. Phân phối (Place)
'(5567.8BNA5LA=?1$%u8$3AE
1,CAOAOD?NAbAMF8@1B6A"
:NA=,12(G$R.1,g.567"-,
./(/.hDA9CAUGV.8$%.A
;;ADGDd3(925C"WA=D><NAbA
5AU.8K1:.CAO8F1B6?
567sEM"
-$3AEG?chiếnlược phân phối rộng rãi\8
8AO8.@A=.A;C_Dchiến lược phân phối chọn lọc
\8G52_Dchiến lược phân phối độc quyền\a(L$$
%_"
1.2.4. Xúc tiến (Promotion)
*+,.8:g.J1?;DA=,<DlR8

6A=,6K68A$%Ds?A5nb"C3+
,8G?H5bAM8M"
-@1B55673.96,@$3AE$%D12D
(J=,AL8H5`:5A
567"W561GD@1B3+,D(F55673D
+5A=b;5,68"
-;=@1B5A=b;HaBg/3+,
\'5  3_D  =  ]     .8  g  /  5A=b  ;  567  \567
-AY3_"Bg/3+,Hf;<J=,AAQuảng
cáo (Advertising), Tuyên truyền và quan hệ công chúng (Publicity & Public Relations),
Khuyến mãi (Sales Promotion), Bán hàng cá nhân (Personal Selling), Marketing trực
tiếp (Direct Marketing).85D;=s$A=?BDAE.A=81B
1BsH8"
CHƯƠNG 2 – THỰC TIỄN MARKETING MIX CHO SẢN PHẨM DẦU GỘI
ĐẦU X–MEN CỦA CÔNG TY ICP
2.1. Thị trường dầu gội đầu tại Việt Nam trước khi có X–Men
Wu:96v04J,6v**D25CVAB1VA@X1Hl1VA
5R;1B(9J[1@[81VA,5.w$
3AED68AO.8x.7758'575yH.7\'y_D85]
GAI6D-.7'..7"""WE$1bA95A5?6
88VAB1VA8$%GG",Ax.775l.b
:MA86811(AsE=A.6D 75Dt7D
z7HA=L'ys6;bA6p'778i7yA.75o:
$%1/5EbACAB6;r@X8]RbA
5,"(M.]GG`JMA6tAH.7
{Dc7A5D'..7k
t8AVA1@JCAOD8.8MA 
@5Ha(6+"'(6+VAB528AG 75Di7y
A.758`bH.hMB+.8|5."WbOM8:D
VArGc7A5J-;=Wiix|"$%l1,1/

1LDGA9EDJ=,ARrD.8z7HA=kWA=D5A6$
CV!4D25CVAB856;1/
8$3AE1?h"AVAB1VA,2V.+HE=C.8i7y
A.751>122L.8$%8NA$l.b
wW5C`JHG1ifM"t$@55E
}1J`6hE5$VAB528A.8 75Di7yA751
$uHT E="W@C1?1GD;=x|sG.@VABMD8
518;.8{qA=1(=6;$.8$%J.J;=
.+8="tG$%J..8c7A5Dx|6;1VA1?{5R8
. BJ18;bVAB1VA"XE$5H$83(=2
V.@VAB1VAI<D6;;=8@?3(=2
5C1V=bVAB1VA8"
2.2. Sơ lược lịch sử hình thành và phát triển của công ty ICP
Z-'.8,lJZ75.-A75'5A-55o-;=I
V8<NA,JX"W0~#44!DZ-'1/8.9L
F;=5:A@@6H;=B121@
AA%8VADAE$%82<1}ENA,CAO"
#44#D;=1525C$%%=5>5ANA$A
X7=8$%8>•.77"`O@,bAf.,2DX7=
@EAE1`HD1/1LO"
j`.EGV1Z-'5R8;=81VA5.w
€%K.851CJAVAB1VA8*Y78
#44&"-rBA1GD]$%8=1G,.w2
5C  1? 1F 1VA (  6+ $  %  G   (   "  W7
•-7.DK1,!!~#44^q*Y7hiện đứng 5 trong số tổng ngành hàng dầu
gội, chiếm 7.5% thị phần, tức chiếm 60% trong phân khúc dầu gội thông thường dành
cho nam.
,u8NA$JVAB1VA*Y7DB.@$%1,
1/Z-'5?6:lD.6>OD7.AGkj@1GDZ-'s
6;uR5B68<AJL"*7j/.Aq

W77*1/ Dqi56CM?.8:
,./1V=b8Z-'15?6"
WuF@G1/C:A=,286(
ANA$D#44‚DZ-',<1525C]€%ƒ•XZW„1?
A.81…ABu("
W!!~#44‚DZ-'1A=?1ILF;=IV6A
 M‚5A1;.€u1,./.8mA€76c7557†AZZ\c†_"
Q,#4!4DZ-' U5R8;=1VAX58G€
%D1@A‡45Axt85R8;=1@+"
2.3. Dầu gội đầu X–Men và các đối thủ cạnh tranh
-GAVAB1VA8D6;$@5.@VAB
1VAI<D(6+VAB1VA85@.8B[1@
M3[A=CZ-'=O"WA=D6;$6;G1J@
5Z-'
2.3.1. Romano
*Y7Hl1VA3AE525CD.+1GrG{J;=
Wiix|.8$%85"WA=D{.@1/12
.8B$%:lDB(6+5ETVAB1VA" *Y7
R,2NA$5V5BDLx|$"+8= Hl
1VA95A8,2,2{"
{.8B$%1/1227ˆDGOM.
@J:853FZ."WA=D1bA6G6R1(=.8$%8=1
BC1O$%8<:.8c7A5"QbA8=6,
{`O86;1/AB"`6D
Gˆ8€DL81B6?A€.A;1/
DE.8H@5AI77ABM"
2.3.2. Clear Men
W525CVABDx.7758'y.A;1/.8[;.[D6;
r@XD8$5@8,"i1@8=C3A=d5
:AB@56.1H91J=,A,658"

X8C1?*Y751CDx.7758'ys1LE=67R2
5C6.R(6+8"W9KD'ys1GB]$
%i7yA.755BC"WA=DLAB,:
6‰6I.f1d5,F6.525CVAB8:D
$%86;1/8=+h"
-r1,6*Y7G5R/H9525CVABD[;
.[9L"X8NA$E=,A.851C6;6pV85J 75
7o[9A+[51@1Lx.775"
7571/A1A=1Ha:6$, 2
5676I.f"X./,JB1@Dx.775G‰A1%=*Y7
8,1CO9="
-,2[mA8`=AM[O1@FMAj{1@B
M.(1A-c•{6ljlDW5AD"i@D2VVABJ
75711AI*Y7D8E1;{"
2.3.3. Head & Shoulders
W56{O*Y751CD1GBC'yA5$%
VAB1VA8.8i7yA.75"WA=DLAB,:'y8
x.775NA.D1HTT25C8=BC"
-8bAD'y8E=HTT25C8=.8B.V"W,
V1(=D,<3AEVAB1VA8ANA7ABJ
i7yA.75"-,2,2J'y61B18HEC"WA=D
CAO5E6G(H1/.@$%VAB888.@
88:PXL,DC1?8=D'y=,A,M652
5C€%8k
`OKE[`6h[G6ADLAD1JJ*Y
71bA5E[1C["X9=1(A.8HKNA=,+*Y78;P'V,7U
(A5$.C1G"
2.4. Marketing mix cho X–Men
-G?GD,./567JZ-'1G5]NA=,125
A=(1,8;*Y7"-;=19<BG

8A=;<55673"
2.4.1. Chiến lược sản phẩm
1`l5,./$%J*o7?NAtầm nhìn thương
hiệu, công nghệ mới, chất liệu sản phẩm, mẫu mã bao bì, và đặc biệt là việc phát triển
hợp lý các dòng sản phẩm.
ŠWVLMA
V1VA7*o7DbACAO1.VRMA
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5H525C"-,./R5B9/$%1/Ha
]$%K/"
W5CNADG?E=DZ-'16;u+5 1,
5?]$%VAB1VA*Y7G5DsR5B9/$%
.81…GAJL"A8;J*Y7D;=,
<51C*Y7†5ja,.w(6+K5J25C
1/685A8/.A"W,1,DVAB528At5"7DVAB

i568CM?DW77*8,A1bA.8:
]$%R5BJ*Y7"
1,1/25K1VA5(6+VAB8DZ-',
<1@G$%"j@VAB*Y7.88.@$%
GM?8.81…:lD.~326>OD7.~A7D
8k`O 1@G$%DA=DZ-'
ENA5,./,2"WE$ANA$1bAE@1,
VABD6;A=?:l=.~326>OD"QbA8=1
GV+*Y7J1/L$JL5(5K68DNA1G
1$H$1/F5RI12"
tVAB1VA*Y7
tVAB1VA*Y7
tVAB*Y7†5
tVAB*Y7†5
j
j
-]$%
-]$%
6
6
2.4.2. Chiến lược định giá
*Y7GbA$%6AGCGA95A
HL8E"j@1GGbA$%GCGA9"8
VABHLCD*Y7]GVAB6,/.@$%6"t
1(=.8B$%VABK5]
Tên sản phẩm Thể tích Giá
(VND)
*7YtVAB5 ^. !444
*7YtVAB•7 ^. !444
*7YtVAB†577• #44. &!‡44

*7YtVABc3.57 #44. &!‡44
*7YtVAB5 #44. #0444
*7YtVAB•7 #44. #0444
*7YtVABj #44. )#‡44
*7YtVAB5 )‡4. ‡4444
*7YtVAB•7 )‡4. ‡4444
Nguồn: Số liệu thu thập trực tiếp tại hệ thống siêu thị COOP MART, tháng 10/2008.
W5AB,1J@5DZ-'115bAF.
@aJ25KJL"-<?D61F5A=1?E2V8
=*Y7D{HAB$L,./"i Hl1VAA5$%VAB
8:l{DH5‰M*Y7"Q(=1/37.8,./[ 
6L[5G{DG{D6…*Y7R:"B59,D
*Y7HAB$L]8E;"i NA=,12OK,./
[ 6L[E=1?$;DHaA5*Y7†5j"9=D5G*Y
7†5jDG*Y7D6…{R:"W561GDA6f F
5l{D{KbA`6G6"Q(=.8MB1?MA
8[18;1K[6;u5?bA6,@.w2
5C"
2.4.3. Chiến lược phân phối
i=;=G#]1@1`@
YHà NộiWV^o!40Wi8Dm"QQ"
-Thành phố Hồ Chí Minh0ŽjA=dXW5gDm"'+A9"
iA2H8=H$%VAB1VA*Y75$856l$

Tại thành phố Hồ Chí Minh: 356&~#D356-Bi8D-5
A=dQL-?AD-5-mASD-5QWi8D-5
A=dD-5*Bi8BDj-QfDj-bQ;Dj-•
@DW•*775D-'.|DA2jLt(DA2XiGX
Tại Hà Nội: †5W5VmA$D†5W5+j@D†5Q@, j
-W, A25!"

Tại Hải PhòngA2Z73.
Tại Đà Nẵng: A2j8WM.
Tại Nha Trang: A2356.
Tại Cần ThơA2-5.
Tại Mỹ Tho: -5€W
iVA,@A2D;=Z-'.A;><Bg85$
%JLD8C1`=1VAJBNAV=8"Q`5b
5H8=J;=.88A3M1BD?M5‰O
BK@U"-$%1/H8=H7u57D61?=lD
(7u. $%8u. 68"
-F,8567H.‰R/8M66;
A2"W@1(=D;=6;?@5B885L8r<
AB8AJCH8"•:M8=DKCT8
…"-G5EbA`8€%J;=6AF1BA<$
%*Y7@:M8=C9M"
2.4.4. Chiến lược xúc tiến
-G?GDZ-'19<AVA=d;<5g/3+,D
1`H.8LFNA$8NA;+"
ŠmA$
YX8#44&DZ-'1A525C$%VAB1VAA
*Y7122[18;1K["%AA8=1/37.8B,./A=
C6OB(AGG?1B@1,1/người sử dụng
và người mua sản phẩm"WGNA7AOJ118;X.8C
<:51LALD UOE="W9=DVA,NAh;K1AVA
B1VAG58:$%GGGA"C<:1G5]
NA=,125A=8=/AfDH@AC=AD2A
75D7AkWEA?A1bA1GD[18;1K[J*Y7
>1,CAO;1NA5 Q<:L "Nếu thương
chồng, hãy để anh ấy dùng dầu gội riêng"q]1NAh;L"Nếu là nam nhi, hãy
dùng dầu gội đầu riêng"!

mA$DZ-'15E6;6p6,28="5;1
FEDZ-'A1J=,A8(.hC<:DH@1Gs
1B6;T51L"jR.UD<:.8CJ1B5
Al.@VAB1VA1Lq`6;D`6;
1?hA=8="WA=DABC;1FED(.h
C18;UG1B6KL1/O.@VAB1VAJ5L"
{1;1FDZ-'A18.]5 JD.8
 8=8hF1/5aLV$O.@VAB1VA5ki
;18=6,/AD1BB5hFJ$D
1,6,NA$AO.8.8HJ*Y7@6$C
8C:1bAAA$%VAB85[18;1K[
8="
YB1?1`l6D(=6;K+h5;+K.8:
1@NA$19[Ei =Œ[J*Y7"W5H$8$
T[6AFA[LGNAbANA$LMA*Y7C1L1/
1L"-OCD5L1B(5KJCAO8=
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637NA$.8E1bu.81A1VAbA8$3AE"
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;=8=881/bAL$=A,uCAO"
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H5ENA(8$8AB"
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AJZ-'" Q/HL .8B51@J[$567
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5678MANA,DH?A[WE$:6,NA$HL $
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NA5 EJ8567oF6;$.88.]:A=
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i@1B6A=,DH8(85675,*Y7s
1/3+,"(H81/13AA2D>1>
1,68D`$%O>CAOkWA=9=D:@
1B8=A=1/bAANA$q1`H1685‰DG
K8KNA=,121B.9"
2
‘"56H?A@HAI.d5`A$567EXDW'"i-D#44^"
CHƯƠNG 3 – GIẢI PHÁP HOÀN THIỆN MARKETING MIX CHO
DOANH NGHIỆP
3.1. Phân tích SWOT cho chiến lược Marketing mix dầu gội đầu X-Men của ICP
3.1.1. Điểm mạnh (Strength)
W5:H,J5673DG?E=D;=Z-'G,@b
$%83+,M@D1`H.8;NA$"C9F
1+1lAVA25CDOB,./,2/.hqZ-'11/CA
OL9B85(6+25CVAB1VA8
"
$%E./OE/5NA$16l(A
5(5K68bB`8EDVNA,"8$
5A=bL15R[NA$[:;1NA$ubAAf6
AL:1@i =ŒJ*Y7U1/l1,6;rB
/D8].8BH1B5.w5A=b;567"
3.1.2. Điểm yếu (Weakness)
A=,1?.E5,./567J*Y7aR6(Axúc tiến
thương mại điện tử"
W5C1@;;8==DZ7571G5],FNA
5 55?MAJB"W;NA:F
<J5Œ7HDC.8567G?NA$DCNA;
+D3(=:B1f5@1?@:E/M
AJL"Z757,6?AK817.@ANA$.MbA

M>NA$Ha5A=b"X3(=:
.A689981V=1JDG?,8FA25C
NA@"iLF8=6;r+,6KD8]+,
6C68"QfCD1B9=J1bA5sG?1/6?
5`UHa6,/;ubAAf6A"iANA$5?
MAJ:918.W77Œ’56W7D67D75AD
i5.7=t1F5]J5671>5,./567
,6v#!"
W76J;=FA25CWDAHZ757~I
(RX1u#“#44&.#4“#44^q!)D‚“(GG
NA7><757g8=qC><Z757~Cs6;u
6?u#44!1,="QbA8=E=Z75715R8M5A=b
;G1B5RAB8H9E5s56A
D8.81J@5KJ5A+NA$"
WA=D1bA1HAf.8Z-'.@NA(1+F1,5]J.w
61@8="W5A=985Œ7HJ;=\ŒŒŒ""_D
8AM./b.2>L8D$%6DVA
CAO6;LE=HE6SBg5/86"{]$%
MA*Y71/;=A85}BŒ7H712r
ŒŒŒ"A""5Œ7H8=.@bA1,@1B5A=b
;HKDAE;I/M.8M@1>"
3.1.3. Cơ hội (Opportunity)
X1,6$‡4“(2VVAB
;C8r,Br.5EEDM!#“"XL,DMB
5?J*Y75C]5E."
`6DM‚5A1;.€1VAJmA€76c7557†AZZD
Z-'UG1bA61I5,H2D1VA5?;$3AE"j@
1GDA,[(8[DZ-'UA9./M5FA(.hCA
OD1?u1GG?L51/:$%M5M."
3.1.4. Nguy cơ (Threat)

A=M.EVAB1VA*Y7JZ-'aRvấn đề thương hiệuDH
fH$NA=bMA86NAF52MA"
* j$NA=bMA
W56VAB1VA*Y7JZ-'51C6$)4D57.-o
B5:;=5A=5.EJw1uR:A(95A=
5I,C\75Y_Dt2(\*Y7_DjBWFiA=b$\W7
††A5_DW7iA.6\CI.f3_D{75\WQB_k-(
98=1bA11/1.86NA7AB5‰X"
tVAB1VA*Y7JZ-'51CA8I,@X16,57.
11M658.hZ-'1><MA*Y7J57.86;
3pD71G6;2A5$b.Y3"57.5a*Y7.8BI
,RX87;'5DZ-'6><8=VAB
L$5$bekX<11/153p3>@8X8NA=,A
OJ8.8Z-'GNA=b><MA*Y7@X86;V
5$b57.*Y76;.8BI,@X"
'NA=,5J81+=]bA5"WA=DB1bA
6;?J9.8Z-'GNA(1+F1,E1bH$NA=bDM
A"W5H$B9NA,88VA=D,ANA(
E=K.8B?@6;.C:;=VNA,Z-'"
iL$DAI8HE=.(A=;=3(=1/G?U}]L,A
C3A=K1,<6bH$NA=bDR:A5KAk
* 52MA
Z-'C19<18;JVAB1VA*Y71?l
$%6JL"-,./8=G5]K5H$1$
GI,$%7A"WA=D6`EH@DK
MA8=U.8@1,$%6"
85D,AZ-'r1VA*Y7b;NA$DA
@q8HTNA:52:l@MA1}E8Kb
FA5.w€%D;$3AE1@kL25K1VA
J*Y75CG?H217@HR1J@56"

3.2. Giải pháp đề xuất cho Marketing mix dầu gội X-Men
3.2.1. Chiến lược sản phẩm
G6.EJ$%VAB1VA*Y7aRE1bH$NA=b8
MA"`OZ-'6;H2HlHfCHR57.-qA=1(=.8
BH8 NAhHA8;=+5+6"X1K
F5R88F!‡4JWIFWM@W,\•W•_"t1GDE
1bH$NA=bDMA81/375 MHC,6+A
[M5H?.[DB96,8VA"-5A@
51/81VA8L5,$A(J`UA=
lM@NA,D6,1,$1ILD6;u@",A6;
.81/1bA1GL=$5(8Ds6;?f@1/"
Z-'U6;a83A,1Ge
B61312L.8;=NA,D@55,1J
8DM,DZ-'$1`E1bH$NA=b.81VA"1`$
%D;=VL?ADFA6€;588",AM
A1f@5;=A><.@L1bA.8$.8k3
E=pJR:A818b1bA6><MA",A$NA=,
E1b8=OB,./$%/.hDZ-'U.A;L51/:[1@
M3[L"
W5CV1(=DZ-'1`NA5A=bL€
t7=1?,86]€%VABD:l5‰7Ha
MAt7=DE=;=13121+1JL"
3.2.2. Chiến lược định giá
W5H$A9JCAO9MF1B.@
=DZ-'V$6,/EM126;r1MAV
7K1VA8D7<A6D71J8NA5 M$.8G
1bAr71B@=$bJCAO"X$%
G?U.8Z-'E1B./6816? A=?><
:$%E./G?6;HaEM"$A.8
;=J1B1bAr./8V$3AED1%=@6A=,k1?

u.88.]68Du1$H$F./A98A"
`6D5,./12DZ-'sV.Ah5aD[@[6;$
.8. [/[DHR1J@5.+8sG?@7D
9K]EM"A=,7LF$u6pDKANA$8
]G6$(=[AF/[(=A=b$3AE89A=?8"
$A.8Z-'95A(AE$3AED,6K8$
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3.2.3. Chiến lược phân phối
W7.AJ;=FA25CWD6(1@
A2D5A(M@k1:1B5RE&‡“
5#44^"A8=U,<F…:H5?V6S6
81VA81/p8.9!44“8u
!~!~#440"t1GD5CDZ-'R5B25CRA2€D
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j@R5B(DZ-'V+5 18@1BsH
8A="-(H881F6€,]
VNA5C.18@b<EH8D(K:.A
bA<D1.Cb25CD.8Hb2"""81/1bA
8=DZ-'6;r?A5nAVA68D8]L51/:3A,$
%qu1G1$H$1/2,1VAJL" 
3.2.4.Chiến lược xúc tiến
Y1(KR5DZ-'15E8;59<;<
NA$DNA;+1?3(=MAVAB1VA*Y7"W5
CD;=V,<A=A,JLD6;u1I8
@a::L$1…J*Y75.]CAO"
B5:6A=5675:,7.8tiếp
thị văn hoá"W71GDNA$HMA1/l6,6.J
(B"W@ Hội thảo thường niên Tiếp thị Việt Nam d58&~#44Ž@

W'"i-uNADA=5671912D,2GK.8
@52Hb:MADHR52G.A;8F:
=,AK8HbHr7C"W7.A8c••{\iB;=
FA25CA=,_;H8A#~#44ŽD)#“5
I‚4^567751/TDJB3A5676,/NA$H
MA=,AG5A=b
&
kQ?G?,<8;DZ-'
V@1B,2JL8:525A=b1…J(B
bAM"j$.w[18;1K[NA=5].2>‰J;
u8LNAU@*Y7:H1B"
Y8NA$DZ-'V+5 bAM1,6A=,CA
O81`H.83+,M@1>"W`NA86A8D5+5+
RDB2H8DB/k.8:LF6A=,8Z-'
5C"
(E51>D99C3A=;b@1Bs
$%.8:Z-'V$.8=D,A;=6;A1
E25K1VAJL525C";r,DZ-'sV1VAbA
M1?Œ7H7JLG?5R8BMFA25CD6$
(.hCAONAAB.A5A=,DTENA@D$
1llkNA@DA85A=,s.8BMF
8;=V6"
3
W61/;H@ Hội thảo thường niên Tiếp thị Việt Nam, &~#44ŽDW'"i-"
LỜI KẾT
ANA5L(KD+E=5aD567315R8BV
6;?,A58;JHE6S8525C",A
H,312(6+OB,./5673/.hDUL
51/:[1@M3[1V=bL"
W8;J*Y7.8 BFOf$  567

5C1@"`O]:6,6A=,E12D:L8
*Y71.81/5E11?6 T8‰6"
W53A,B96,8VAD@56.=D5EV
:1*Y7"
5a  9 F5nMB 8 F5 C 1@D
XU`1/:8;L"
TÀI LIỆU THAM KHẢO
TÀI LIỆU THAM KHẢO
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