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Lg Marketing Strategy

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Chiến dịch giới thiệu sản phẩm LG Optimus 2X
Nhóm thực hiện: Trà Quang Danh Nguyễn Khánh Hào Nguyễn Hữu Chiến

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Giới thiệu chung về LG

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Giới thiệu chung về LG



LG Electronics, Inc (LG) là một công ty đổi mới công nghệ hàng đầu thế giới chuyên sản xuất công nghệ điện tử dân dụng, truyền thông di động và thiết bị gia dụng, với hơn 84.000 nhân viên làm việc trong 112 lĩnh vực bao gồm 81 công ty con trên toàn thế giới. Với doanh thu toàn cầu năm 2008 đạt 44.7 tỷ USD, LG gồm có năm đơn vị kinh doanh - Giải trí gia đình, Truyền thông di động, Thiết bị gia dụng, điều hòa không khí và Giải pháp kinh doanh. LG là một trong những nhà sản xuất TV màn hình phẳng, các sản phẩm âm thanh và video, điện thoại di động, điều hòa không khí và máy giặt hàng đầu thế giới. LG tiếp tục nỗ lực tăng cường sự hiện diện thương hiệu LG trên toàn cầu và tối đa hóa tăng trưởng lợi nhuận. Đặc biệt, LG Electronics sẽ tập trung vào việc đạt được tốc độ tăng trưởng lợi nhuận và bền vững trong ngành truyền thông di động và giải trí gia đình để tăng cường vị trí đứng đầu của mình trong ngành CNTT, đồng thời mở rộng thị phần của mình trong các lĩnh vực thiết bị gia dụng, điều hòa không khí và các giải pháp kinh doanh. * Trước khi kiểm toán, tính đến năm 2008, Chưa hợp nhất

** 2008: 1 USD = 1,103 KRW

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Các sản phẩm của LG

• • • • • • • • • • • • • • • • • •

Đĩa quang tháo lắp / Removable optical drive Điện thoại di động / Digital cell phone Hệ thống ghi CD/DVD / CD/DVD recording system Hệ thống thiết bị âm thanh hi-fi / Hi-Fi systems Hệ thống, thiết bị âm thanh vòm / Surround systems Màn hình cảm ứng / Touch screens and monitors Màn hình diode hữu cơ / Organic light emitting diode (OLED) screens and monitors Màn hình đơn sắc / Monochrome computer screens and monitors Màn hình lớn, máy chiếu / Large-screen video and data projectors, beamers Màn hình ống phóng điện tử / CRT screens and monitors Màn hình plasma / Plasma screens Màn hình TFT, màn hình phẳng / TFT and ftat panel screens and monitors Màn hình tinh thể lỏng (LCD) / LCD screens and monitors Máy chơi DVD/VCD/HD / DVD/VCD player Thiết bị đầu vào/ra âm thanh / Audio input/output equipment for computers Thiết bị ghi CD/DVD / CD/DVD recorder Thiết bị trộn âm thanh cho phòng thu / Studio sound mixed system TV màn hình tinh thể lỏng - LCD / LCD TV

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Báo cáo tài chính

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Phân tích tình hình

Khách hàng

Doanh nghiệp

Đối thủ

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Phân tích khách hàng

Khách hàng luôn luôn thay đổi Mong muống rằng có sản phẩm tương tự iphone nhưng vừa túi tiền Điện thoại chơi game chuyên nghiệp

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Phân tích đối thủ

Chưa có dòng điện thoại nào sử dụng công nghệ chip 2x Nhưng các hãng có thể chạy theo : samsung, nokia, sony erisson, apple

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Phân tích doanh nghiệp
ĐIỂM MẠNH (Strengths) ĐIỂM YẾU (Weaknesses)

Sản phẩm đáp ứng được nhu cầu người dùng Giá thành rẻ

Thương hiệu LG tại Việt Nam chưa được ưu chuộn

Cơ hội (Opportunities) Tiên phong về công nghệ chip 2x Ngày càng nhiều người sử dụng điện thoại để chơi game

Đe dọa (Threats) Các thương hiệu nỗi tiếng: Nokia, Samsung, Apple

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Bảng đồ định vị thương hiệu

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Xác định mục tiêu

• Giới thiệu sản phẩm LG optimus 2x vào thị trường Việt Nam • Người tiêu dùng có thể trải nghiệm sản phẩm

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Chiến lược marketing

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Sản phẩm
Chân dung khách hàng mục tiêu: Độ tuổi : từ 24 đến 34 tuổi Thu nhập : 10 triệu /tháng Thích : thể hiện, giải trí. Dành cho những người đam mê công nghệ mức thu nhập từ khá trở lên

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Sản phẩm

• • • • • • • • • • • • • •

Kích thước:123.9 x 63.2 x 10.9 mm Trọng lượng:139 g Hệ điều hành:Android OS, v2.2 Froyo, có thể update lên v2.3 Bộ xử lý:Dual-core 1GHz ARM Cortex-A9, ULP GeForce GPU, Tegra 2 chipset Radio:Stereo FM radio với RDS Định vị toàn cầu:Có, hỗ trợ A-GPS Bộ nhớ trong:8 GB, 512 MB RAM Khe cắm thẻ nhớ:microSD (TransFlash) hỗ trợ lên đến 32GB 3G:HSDPA, 10.2 Mbps; HSUPA, 5.76 Mbps WLAN:Wi-Fi 802.11 b/g/n, DLNA, Wi-Fi hotspot Bluetooth:Có, v2.1 với A2DP Camera chính:8 MP, 3264x2448 pixels, autofocus, LED flash Tình trạng:Sắp có hàng Bảo hành:12 tháng, chính hãng LG

Thông tin chung Mạng 2G GSM 850 / 900 / 1800 / 1900 HSDPA 900 / 1900 / 2100 HSDPA 900 / 1700 / 2100 Tháng 06 năm 2011 123.9 x 63.2 x 10.9 mm 139 g

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Mạng 3G Ra mắt Kích thước Kích thước Trọng lượng Hiển thị Loại Kích thước

Màn hình cảm ứng điện dung IPS LCD, 16 triệu màu 480 x 800 pixels, 4.0 inches - Mặt kính Gorilla chống trầy xướt - Cảm biến gia tốc tự xoay màn hình - Cảm biến tự tắt màn hình - Gyro sensor - Touch-sensitive controls - Cảm biến con xoay chuyển hồi - Phím điều khiển cảm ứng

Thông số kỷ thuật

Âm thanh Kiểu chuông Loa ngoài Bộ nhớ Danh bạ Các số đã gọi Bộ nhớ trong Khe cắm thẻ nhớ Truyền dữ liệu GPRS EDGE 3G WLAN Bluetooth Hồng ngoại USB Chụp ảnh Camera chính 8 MP, 3264x2448 pixels, autofocus, LED flash Có Có HSDPA, 10.2 Mbps; HSUPA, 5.76 Mbps Wi-Fi 802.11 b/g/n, DLNA, Wi-Fi hotspot Có, v2.1 với A2DP Không Có, microUSB v2.0 Khả năng lưu các mục và fields không giới hạn, danh bạ hình ảnh Khả năng lưu không giới hạn 8 GB, 512 MB RAM microSD (TransFlash) hỗ trợ lên đến 32GB Báo rung, nhạc chuông MP3 Có - 3.5 mm audio jack

Đặc điểm Quay phim Camera phụ Đặc điểm Hệ điều hành Bộ xử l{ Tin nhắn Trình duyệt Radio Trò chơi Màu sắc Ngôn ngữ Định vị toàn cầu Java

Geo-tagging, chạm lấy nét, nhận diện khuôn mặt và nụ cười, chống rung Có, 1080p@24fps, 720@30fps Có, 1.3 MP

Android OS, v2.2 Froyo, có thể update lên v2.3 Dual-core 1GHz ARM Cortex-A9, ULP GeForce GPU, Tegra 2 chipset SMS (threaded view), MMS, Email, Push Email, IM HTML Stereo FM radio với RDS Có sẵn trong máy, có thể tải thêm tại Mai Nguyên Đen Tiếng Anh Có, hỗ trợ A-GPS Không

- Tích hợp mạng xã hội - Cổng HDMI - Google Search, Maps, Gmail - La bàn số - YouTube, Google Talk - Xem video MP4/H.264/H.263/WMV - Nghe nhạc MP3/WAV/WMA/eAAC+ - Xem văn bản - Lịch tổ chức - Adobe Flash 10.1 - Ghi âm / Quay số / Ra lệnh bằng giọng nói - Nhập liệu đoán trước từ

Pin Pin chuẩn Chờ Đàm thoại Li-Ion 1500 mAh Lên đến 400 giờ Lên đến 7 giờ 50 phút

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giá
Giá bán được dựa vào: Chi phí sản xuất + lợi nhuận Giá từ đối thủ cạnh tranh

Giá bán : 14.900.000 VNĐ

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Kênh phân phối

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Khuyến mãi

Sản phẩm chưa tung ra thị trường nên chưa có chương trình khuyến mãi

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Các bước triển khai

Gồm hai giai đoạn:
Giai đoạn teaser Giai đoạn giới thiệu

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Giai đoan teaser
Từ ngày 1/9/2011 đến ngày1/10/2011

Teaser truyền thống: TVC Panner Prind ad Quảng cáo trên báo

Teaser online: Pr online Video trên youtube Panner trên các trang web Tvc trên các trang web

Mỗi ngày sẽ là một góc nhìn trên các trang báo và tvc

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Pr online

• Từ ngày 1/9 đến ngày 23/9 • Dùng các cài advertoriol để nói đến cộng nghệ chip 2x trên điện thoại sẽ xuất hiện

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Chạy teaser trên các kênh online

Mỗi ngày 1 góc nhìn

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teaser

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Giai đọan giới thiệu

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Từ ngày 1/10 đến ngày 7/10

Pr online

• Các bài advertorial trên các trang báo

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Pr online

Từ ngày 8/9 đến ngày 20/9

Tạo fanpage về công nghệ 2 x

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Sáng Xuất hiện trên Radio Tối Trên các trang web nhạc Tối Các clip trên youtube... Tối Tại các siêu thị

Giai đoạn giới thiệu
Sáng Xuất hiện trên báo giấy Sáng Thấy trên sms Sáng Thấy trên PR online sáng Trên mạng xã hội Trưa Email marketing Trưa Báo mạng, web thông tin

Chiều Xuất hiện trên TVC

Chiều Thấy trên panner

Chiều roadshow

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Trên sms

LG optimus 2x đã có mặt tại việt nam, vui lòng truy cập vào Http://vn.lge.com. Để biết thêm chi tiết và có cơ hội trúng LG optimus.

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Trên Email

LG Electronics Việt Nam xin trân trọng thông báo : lg optimus 2x đã có mặt tại việt nam xem chi tiết tại Http://vn.lge.com. Và là một trong những người may mắn nhận được LG optimus 2x

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Trên báo mạng, web thông tin

• Đặt các panner , TVC trên các trang web về công nghệ và giới doanh nhân, các trang báo mạng, chơi game nhận LG optimus 2x

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Panner

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microsite

• Viết chương trình game “ chơi game cùng lg rinh lg optimus 2x”

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Trên youtube

Các đoạn clip về LG optimus : tra tấn LG optimus 2x, súng trường bấn LG optimus 2x, tỏ tình bằng LG optimus 2x.......

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Mạng xã hội

Tạo fanpage về công nghệ 2x

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Các công cụ sử dụng

• Mua từ khóa trên google ( LG, optimus, 2x, nokia, samsung, apple) • Quảng cáo : đặt banner trên các trang báo : tuoitre, doanhnhansaigon, zing, nhaccuatui, congnghe, vn express, echip, • TVC: đặt clip trên các trang : nhaccuatui, doanhnhan,thegioidienthoai, vienthonga, • PR:bài advertorial trên zing, tuoitre, chip, .... • Mạng xã hội: tạo fanpage trên các cộng đồng mạng • Youtube: đăng các clip trên you tube • Sms: gởi 200.000 tin nhấn tới khách hàng • Email : gởi 10 triệu tin nhấn tới khách hàng

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KPI

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Ngân sách
Số lượng seo Web banner 6 từ khóa 15 trang báo giá 6.000.000 45.000.000

TVC online advertoriol Mạng xã hội

10 trang báo
4 bài viết 1 banner

50.000.000
20.000.000 1.000.000

youtube
Sms marketing Email marketing microsite Forum seeding Social network LG optimus 2x Tổng cộng

10 clip
200k sms 10 triệu email 1 bản game

5.000.00
80.000.000 3.000.000 1.000.000 3.000.000 3.000.000

5 cái

50.000.000 267.000.000

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Mong đợi

Tăng 5% độ nhận biết thương hiệu Tăng 20 % doanh thu so với cùng kz năm trước

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