TI:CHUI CUNG NG V KNH MARKETING

AVON & LOREAL

SVTH:NHM 30% GVHD:PHM NGC I

NHNGNIDUNGCHNH

I GII THIU CHUNG V AVON V LOREAL II

KNH PHN PHI

III CC QUYT NH QUN TR KNH

I.GII THIU CHUNG

Nm 1886 CTy California Perfume do David McConnell sng lp, cung cp nc hoa trc tip cho ngi tiu dng .Nm 1939 i tn thnh Avon . Avon c mt trn 143 quc gia

AVON

Nm 1907,Eugene Schueller thnh lp CTy LOREAL Thuc nhum tc Php v sau thnh L'Oral. Hin nay tp on LOral hin din hn 130 nc . LOreal hin ang chim 15% th phn trn ton th gii

II.KNH PHN PHI

Phn phi :nhng hot ng cung ng ng hng ha cho ng KH,ng ni,ng lc,ng gi m h mong mun. Knh phn phi:cc t chc v nh ch tng tc nhau hot ng nh mt h thng,phi hp nhau to ra v phn phi sn phm n ngi tiu dng cui cng.

II.KNHPHNPHI Avonchnknhbnhngtrctip.
Cng ty m phm AVON
-Avon +Ti

AVON
Khch hng tiu dng

phn phi sn phm trc tip n nh ca khch hng.

Iceland, nhn vin Avon phi vt sng bng vi sn phm trong ba l. M, h cho xung hng v rng Amazon v trao i m phm ly vng, thc n ,g
+Nam +

Th Nh K, mt ngi ph n xy dng li s giu c bng cch bn Avon n tng lu trong tri t nn.
+Ti

Milton Keynes, nhng ngi bn hng ca Avon s dng xe p thch hp vi a hnh giao m phm. -Mt nm, Avon xut bn 600 triu cun cataloge bng 25 ngn ng.

II.KNHPHNPHIDIKNH

AVON

Nhn t nh hng:
KIM SOT & TI CHNH

Sn phm

Khch Hng

Tc lu thng SP AVON a nhanh,nhm vo KH dngt vn mc tiulin h cht chn SP. ch vi KH. Phi hp cht DBH hng lng lng SP v hnh theo t l phn trm SP thc bn hng bn c(30%). trc tip thnh cng

nhng ngi khng ri khi nh, cc b ni tr c con nh

II.KNHPHNPHIDIKNH

LOREAL

LOREAL CHN KNH BN HNG GIN TIP

Tp on Loreal

Nh bn s i l bn hng

Nh bn l.

Ngi tiu dng

L'Oreal c trng by siu th, ca hng bn dc phm, v khu vc chm sc tc chuyn nghip thng qua cc salon lm tc... +Loreal c 1 trung tm phn phi chnh ti Manchester,Anh- nm 2002, 38.000 sn phm c vn chuyn ti y. +Cng ty phn phi t nh my gn Llantrisant min nam x Wales: sn phm c xut khu ra nc ngoi.

II.KNHPHNPHIBAOPH Phn phi rng ri:mc bao ph rt cao AVON c trn 143 nc cung cp SP cho 300tr ph n vi trn 6tr DBH. Anh Quc Avon khng t chi nhnh trn ng ln: SP c bn qua 160.000 DBH. Nu chn ra 3 ph n Anh th c 1 ngi s dng SP ca Avon. Avon VN c 2 vn phng chi nhnh .TP HCM & HN v cc trung tm giao nhn TP ln:Hi Phng, Thi Nguyn, Nng, Lt, Nha Trang, Cn ThAvon cng to 1 trang web dnh ring cho nhng ngi chuyn i gii tnh v nhng ngi c thi quen mc khc gii ..

AVON

II.KNHPHNPHIBAOPH Phn phi chn lc LOral hin din hn 130 nc v c khong 50,000 nhn vin trn ton cu.mi giy c 135 SP bn ra LOreal tr thnh mt tp on a quc gia vi nhiu chi nhnh, x nghip sn xut v ca hng cc nc trn th gii.

LOREAL

Phn phi c quyn Thng hiu Kerastase ch phn phi n salon tiu chun. Cng chng khng c php mua nhng sn phm chuyn nghip ca Loreal ti cc salon.

salon

AVON Mi KH trn 18 tui u c th tr thnh DBH cho Avon. Hot ng bn hng thng qua DBH c hiu qu rt cao th hin qua doanh thu ,s bao ph ca SP trn th trng vi lng KH s dng ngy cng tng.

III. Quyt nh v qun tr knh 1.LA CHN CC THNH VIN KNH

LOREAL

Loreal la chn h thng cc i l,ca hng tiu chun trn th gii phn phi sn phm ca mnh:cc siu th,ca hng dc phm,salon

III.Quytnhvquntrknh

AVON

2.Qun tr v thc y cc thnh vin knh

Yu t con ngi rt quan trng nn Avon lun a ra chnh sch thng, u i, khuyn khch thc y DBH v vt cht v tinh thn.Avon sn sng gip DDBH c c tnh linh hot trong cng vic. DBH c hng 30% gi tr SP bn c. Mi DBH c c hi tng cp bc khi tuyn dng thm DBH v t doanh s bn hng (trng nhm, trng nhm cao cp, qun l kinh doanh v qun l kinh doanh cp cao). Gia nhp thnh vin min ph hoc np mt khon l ph nh v c chit khu c bit khi mua m phm Avon. Tham gia min ph cc kho hun luyn v pht trin ngh nghip v c cp chng ch ca Avon.

III. Quyt nh v qun tr knh 2.Qun tr v thc y cc thnh vin knh

LOREAL

CTy h tr nhng chuyn gia lm tc ca mnh bng cch cung cp cho h cc kho o to ring London. Cng ty t vn qua internet.Colorweb l mt h thng phn mm cho php cc th ct tc nhp vo mu sc tc ca khch hng, s lng tc bc, s mu tc cn li trc v mt vi kch thc khc ni chnh xc nhng sn phm cn dng . Qung co truyn hnh l ch da chnh ca k hoch truyn thng marketing, bi v s nh hng ca n n doanh s bn ca cc trung gian phn phi.

NHGI
U IM KNH PHN PHI TRC TIP Phn phi rng khp. Tc lu thng nhanh. Khch hng tha mn nhu cu tt hn. Tit kim chi ph thu mt bng, nhn vin qun l v cc chi ph khc. y nhanh tc lu thng,nhm thng vo khch hng mc tiu,to ra doanh s bn thc t,bo m s giao tip cht ch ca cng ty vi ngi tiu dng trong knh phn phi. D kim sot knh phn phi ca mnh hn Cp nht nhng nhu cu v sn phm mi ca khch hng

AVON

NHGI NHCIMKNHPHNPHITRCTIP

AVON Tn nhiu thi gian phc v khch hng. Khng a ra cc yu cu cao i vi cc i din bn hng. Hn ch trnh chuyn mn ha. Vn v nhn lc phn tn; chu chuyn vn chm.

NHGI

LOREAL

UIMKNHPHNPHIGINTIP

S dng nhiu loi knh phn phi ty thuc vo tng loi sn phm. M phm ca Loreal c bn ti cc ca hng , siu th sang trng mang n cho khch hng mt s khng nh ng cp. Nh sn xut t tiu tn thi gian cho bn hng . Knh phn phi ca L'oreal tch chc nng lu thng khi nh sn xut chuyn mn ha v pht trin nng lc sn xut ca mnh.

NHGI NHCIMKNHPHNPHIGINTIP

LOREAL

Kh khn trong qun l Tn km nhiu chi ph . La chn cc thnh vin knh phn phi kh . Kh tip cn vi khch hng khng th i mua sm, nhng nhm. Khch hng b ngn cn bi iu kin a l. Chm nm bt tnh hnh thay i ca nhu cu. Tc lu thng hng ha chm.

http://www.youtube.co m/watch? v=pueL0vejNCI

YouTube - Introduction to AVON (UK)