1. Bài tiểu luận: Tìm hiểu về thương hiệu CANIFATRƯỜNG ĐẠI HỌC SƯ PHẠM KỸ THUẬT TP. HỒ CHÍ MINHKHOA CÔNG NGHỆ MAY VÀ THỜI TRANGBÀI TIỂU LUẬN:GVDH: TRẦN THỊ THU HƯỜNGNhóm SVTH:1. Nguyễn Thị Hương 111090242. Văng Trần Trúc Uyên 111091083. Trịnh Thị Hoàng Oanh 111090654. Trần Thị Lệ Hằng 111090195. Đặng Thị Xuân Ly 111090446. Võ Thụy Lan Trinh 11109104Tháng 04/2014TP. HCM Tháng 04/ 2014 Page 1 of 27
Đang xem: Tiểu luận canifa
Refinery29 Money Diaries: Everything You've Ever Wanted To Know About Your Finances… And Everyone Else's Lindsey Stanberry
What Matters Most: The Get Your Shit Together Guide to Wills, Money, Insurance, and Life's “What-ifs” Chanel Reynolds
Xem thêm: Cách Lấy Bảng Trên Web Đưa Vào Excel, Lấy Dữ Liệu Từ Web Vào Excel
FAKE: Fake Money, Fake Teachers, Fake Assets: How Lies Are Making The Poor And Middle Class Poorer Robert T. Kiyosaki Invested: How Warren Buffett and Charlie Munger Taught Me to Master My Mind, My Emotions, and My Money [with a Little Help From My Dad] Danielle Town Angel: How to Invest in Technology Startups—Timeless Advice from an Angel Investor Who Turned $100,000 into $100,000,000 Jason Calacanis Make Your Kid A Money Genius [Even If You're Not]: A Parents' Guide for Kids 3 to 23 Beth Kobliner The Spider Network: The Wild Story of a Math Genius, a Gang of Backstabbing Bankers, and One of the Greatest Scams in Financial History David Enrich You Need a Budget: The Proven System for Breaking the Paycheck-to-Paycheck Cycle, Getting Out of Debt, and Living the Life You Want Jesse Mecham
Meet the Frugalwoods: Achieving Financial Independence Through Simple Living Elizabeth Willard Thames
Những chiến lược phát triển thương hiệu Canifa
- 1. Bi tiu lun: Tm hiu v thng hiu CANIFATRNG I HC S PHM K THUT TP. H CH MINHKHOA CNG NGH MAY V THI TRANGBI TIU LUN:GVDH: TRN TH THU HNGNhm SVTH:1. Nguyn Th Hng 111090242. Vng Trn Trc Uyn 111091083. Trnh Th Hong Oanh 111090654. Trn Th L Hng 111090195. ng Th Xun Ly 111090446. V Thy Lan Trinh 11109104Thng 04/2014TP. HCM Thng 04/ 2014 Page 1 of 27
2. Bi tiu lun: Tm hiu v thng hiu CANIFAMC LCTrangPHN 1: GII THIU V CNG TY C PHNTHNG MI V DCH V HONG DNG...4PHN 2: TRNH BY PHN KHC TH TRNGV M T C TRNG KHCH HNG MC TIUI. Phn khc th trng...5II. M t c trng khch hng..6PHN 3: CHIN LC SN PHMI. Trnh by nhn hiu....8II. M t sn phm.9III. c trng sn phm.9IV. Mt s chin lc CANIFA1. Bt nhp xu hng cng len nh kim..102. Stone wash dng o phng nam phng khong v am m11PHN 4: CHIN LC GII. Gi ca sn phm......13II. Chng trnh khuyn mi....141. Gim gi khi mua hng online....152. Gim gi ma l, tt ...16III. So snh vi i th cnh tranh...18PHN 5: CHIN LC PHN PHII. Loi hnh knh phn phi.....181. i l bn hng....18TP. HCM Thng 04/ 2014 Page 2 of 27 3. Bi tiu lun: Tm hiu v thng hiu CANIFA2. Bn hng qua Internet.....18II. S lng, a im......19III. M hnh t chc phn phi21PHN 6: CHIN LC TRUYN THNGI. Thng ip c th.........22II. Nhng loi hnh truyn thng/ qung co doanh nghip la chn..231. Ti tr cc chng trnh c s quan tm ln ca cng chng......232. Mi ngi bit n CANIFA nhiu hn qua cc hot ng tthin..243. T chc cc s kin gp g bo ch.26PHN 7: TNG KT..27TI LIU THAM KHOTP. HCM Thng 04/ 2014 Page 3 of 27 4. Bi tiu lun: Tm hiu v thng hiu CANIFAPHN 1: GII THIU V CNG TY C PHN THNG MI VDCH V HONG DNGNh my sn xut ca cng ty c phn Thng mi v Dch v Hong Dng- Cng ty C phn Thng mi v Dch v Hong Dng thnh lp nm 1997hot ng trong lnh vc sn xut hng thi trang xut khu vi cc sn phm ch yulm t len, si. Nm 2001, thng hiu thi trang CANIFA c ra i nhm khaithc nhu cu ang tng ln ca th trng ni a bng cc dng sn phm len, si vimu m phong ph v cht lng cao.- Nm bt c nhu cu s dng sn phm len, si trn th gii ngy mt ln,trong khi cc lng ngh truyn thng hot ng trong lnh vc ny qui m sn xutnh l, k thut da vo kinh nghim, qun l khng mang tnh tp trung nn khngth p ng nhng n t hng ln vi yu cu k thut, hon tt cht lng cao.Quyt tm xy dng 1 nh my sn xut vi i ng cng nhn cng nghip, xy dngh thng qun l cht lng theo phng php ch ng, cng ty mnh dn u tdi hn v my mc, cng ngh v c bit l c cn b i hc tp nc ngoi nngcao trnh k thut v kinh nghim qun l.[ Ngun: //canifa.com/cms/gioithieu.html ]TP. HCM Thng 04/ 2014 Page 4 of 27 5. Bi tiu lun: Tm hiu v thng hiu CANIFAPHN 2: PHN KHC TH TRNG V M T C TRNGKHCH HNG MC TIU CA THNG HIU.I. PHN KHC TH TRNGThng hiu CANIFA ch yu sn xut cc sn phm lm t len si vi mu mphong ph v cht lng cao, nhng tiu thc phn khc ch yu m CANIFA sdng l: Theo ma:- Ma ng : Vi nhng sn phm t cht liu len,si truyn thng, o khoc vi m p.- Ma h: C cc dng sn phm thun, kaki thongmt. Theo gii tnh:- Nam : C cc sn phm len dnh ring cho nammang li s khe khon, tr trung, thanh lch.- N : Nhng sn phm dnh cho n c thit k co, y n tnh. Theo la tui- Dng sn phm dnh ring cho b t 3 10 tui cht liu cotton, denim, kakimm mi, mt m, rc rmu sc dnh cho cc b. B gi: Thit k dthng mang n s nhnhnh, ng yu cho b.- B trai: Thit k n gin,d thng, c tnh.- Dng sn phm dnh chola tui t 18 45 tui. Theo ngh nghip:- Trang phc cng s: n gin, trang nh, tinh t, snh iu, tr trung nhngkhng km phn lch s.TP. HCM Thng 04/ 2014 Page 5 of 27 6. Bi tiu lun: Tm hiu v thng hiu CANIFA=> CANIFA chn th trng mc tiu l maketing phn bit: chn nhiu phn khcvi chin lc maketing mix khc nhau.Thng hiu CANIFA dn chim c cm tnh ca ngi tiu dng. Hin nay quym ca CANIFA tng i rng ln vi chui ca hng rng khp trong nc. Chuica hng bn l ban u ch tp trung ti H Ni, gi lan rng ra khp cc tnhthnh pha Bc. Vi mc tng trng t con s 0% tng ln 90% tng sn phm cacng ty, CANIFA ang dn u th trng ni a sn phm len. K hoch ti mGim c thng hiu thi trang ca CANIFA t ra l dn u dng sn phmcotton, vi tc tng trng 30-50%/nm.II. M T C TRNG KHCH HNG MC TIU- CANIFA l thng hiu thi trang dnh cho cc em thiu nhi t 3-5 tui vdnh cho la tui t 18-45 tui, CANIFA lun c gng to ra nhng dng sn phmp, cht lng hng n cc bn tr nng ng.- Sn phm ca CANIFA dnh cho gii tr c thu nhp trung bnh, sn phmca CANIFA c gi c tng i hp l, ph hp vi mc thu nhp ca i a sngi Vit.- Theo kt qu phn tch 5W ta thy :+ Who? - Cc khch hng mi la tui khc nhau, nhng tp trung ch yul thanh trung nin v cc b thiu nhi. B phn ny gy nh hng ln n sc muav s dng cc dng sn phm ca CANIFA.+ What? - T lu ci tn CANIFA i vo tm tr ngi dng nh mt thnghiu ca s tr trung v nng ng. Khch hng lun tm thy s ph hp, tr trung,TP. HCM Thng 04/ 2014 Page 6 of 27 7. Bi tiu lun: Tm hiu v thng hiu CANIFAnng ng, lch s, c o, c tnh, vi nhng dng sn phm vi gi c tng iph hp ca CANIFA.+ Why? - Nhu cu khch hng hin nay nht l la tui thanh trung nin, hlun hng n xu hng thi trang tr, khe, nng ng, c tnh, cht lng v gi cph hp. Chnh v vy h tm n cc dng sn phm ca CANIFA.+ Where? - Bn c th d dng tm thy cc ca hng ca Canifa nh h thngca hng rng khp trung tm H Ni v cc tnh pha Bc. CANIFA cn c hthng ca hng trc tuyn qua internet.+ When? - Khch hng c th mua bt k khi no h c nhu cu. c bitCANIFA thng xuyn c cc chng trnh gim gi tri n khch hng.V d: chng trnh gim gi ng lot sn phm cho cc b su tp mi, chngtrnh mua 3 tnh tin 2, chng trnh gim gi cho nm hc mi, c nhiu chi thu ht s tham quan mua sm ca khch hng.- Chin lc nh v ca CANIFA l s hu 1 thuc tnh, mc d CANIFA chora i nhiu dng sn phm vi nhiu cht liu kh phong ph nh jean, kaki, thun,denim, nhng dng sn phm len, si c th coi l dng sn phm lm nnthng hiu CANIFA. Bi t lu ci tn CANIFA i vo tm tr ngi dng nhmt thng hiu tr trung nng ng. T mu m n cht lng hon ton to ra skhc bit, mt thng hiu uy tn c ngi tiu dng yu mn, hn th thi trangCANIFA v ang to dng c ch ng nht nh ti th trng trong nc v cnc ngoi nh c, M, CH Sc, Ba Lan, Anh, i Loan...TP. HCM Thng 04/ 2014 Page 7 of 27 8. Bi tiu lun: Tm hiu v thng hiu CANIFAPHN 3: CHIN LC SN PHMI. TRNH BY NHN HIULogo ca CANIFA l dng logo ch, ch mu trng trn nn mu v kt hpvi thng ip Fashion for All. Nn mu Mu l mu ca chin tranh v quyn lc, dnh cho cc nhn hiu hng hacao cp. V y cng l mu thu ht s ch ca mi ngi nhiu nht, th hin snng ng, trn y nng lng v to ra cm gic khu gi, kch thch tr t m. Ncng gi nn s am m, tnh yu v lng ham mun, m khng mt mu sc nokhc c th lm c iu ny. Nn mu trngy l mu gi nn s n gin, sch s v thanh khit. Mu trng nh l muca s sng chi, v n ngay lp tc c thu nhn vo tm mt ca con ngi. Mutrng s cho cm gic sn phm trng c v nh hn. Mu trng rt thch hp i vicc thng hiu v sn phm ca tr th v lin quan n lnh vc chm sc sc khe.Thng ip m nh sn xut mun gi n khch hng thng qua nhn hiu l:Fashion of All [ Thi trang cho tt c ]: Yu t thi trang va dnh cho mi ngid tui, gii tnh, c tnh v thu nhp no iu c th chn sn phm ca thnghiu ny.Nhn hiu ny gi li tnh cht v hnh nh ca sn phm:Sn phm ca CANIFA l loi hng ha cao cp, cam kt cung cp ra th trng nhngsn phm thi trang cht lng, an ton v hp thi trang.TP. HCM Thng 04/ 2014 Page 8 of 27 9. Bi tiu lun: Tm hiu v thng hiu CANIFAII. M T SN PHM:- Ma ng vi dng sn phm th mnh len, si truyn thng v o khoc vi m p.- Ma h vi dng sn phm thun, kaki thong mt.- Cc sn phm cho tr em gm c hng len, si, cotton cho ma ng v ma h.III. C TRNG SN PHM: Cht liu:- Lm nn thng hiu t sn phm len si truyn thng. Bn cnh cc sn phm lenbasic, cc sn phm len nh kim ca CANIFA em n cho cc bn tr thm nhius la chn a dng cho phong cch thi trang ca mnh.- Ngy 23/10/2013, CANIFA cho ra mt dng sn phm t lng cu c, nh dus hp tc vi cng ty Woolmark [c] - mt trong nhng thng hiu x len lnnht th gii.- Cht liu len m CANIFA s dng l loi len cao cp, d bo qun, kh xc. Chtliu ny c u im gi nhit tt, mang n cho bn cm gic m p nhng khnggy bc b kh chu.- Ngoi cht liu len th CANIFA cn c cht liu n m i, thm ht tt cng cogin nht nh, to cho bn cm gic thoi mi, m p khi mc nh vo ma lnh.- Cc cht liu CANIFA lin tc c ci tin to ra s thoi mi nht cho ngidng. Thit k:- CANIFA l thng hiu thi trang ng dng vi tiu ch Thi trang dnh cho ttc.- Thit k n gin, lch s.- Form o m va vn mang n ngi mc v ngoi tr trung.- Thit k len, si ca CANIFA d dng lm hi lng ngi tiu dng bi mu m trtrung, nng ng, hp thi v ph hp cho la tui 20+.TP. HCM Thng 04/ 2014 Page 9 of 27 10. Bi tiu lun: Tm hiu v thng hiu CANIFA- T 6 thng trc khi vo ma thi trang mi, cc nh thit k ca CANIFA lmvic v nghin cu khng ngng ngh cho ra i nhng mu m mi, p ng thhiu ca ma.- L thng hiu thi trang Vit Nam duy nht c cp quyn hnh nh b nhn vthot hnh Looney Tunes t Warner Bros. Tnh ng dng:- Vi chic o len ca CANIFA, bn c th mc kt hp vi nhiu trang phckhc nhau khi n cng s, do ph, gp g bn b- Cc sn phm s dng gam mu pastel tr trung, n tnh trn cht liu jean,khaki hoc s nh nhng, tinh t trn cht liu len c in. Pastel l mt gam mu "dtnh". Nhng gam mu cng nht th cng linh hot. N ph hp vi nhiu mu da, ctnh khc nhau. Ngoi ra, gam mu ny cng rt d kt hp vi nhiu mu sc trangphc khc.- Ngoi qun o, CANIFA cng cung cp ti xch, giy dp v cc ph kinthi trang gip bn tha h la chn v phi cho mnh mt b ng nht.IV. MT S SN PHM CHIN LC CA CANIFA1. Bt nhp xu hng cng len nh kim:- Xu hng anh kim Metallic trend lmma lm gi trong nhiu ma thi trang v vn chac du hiu h nhit. Bt nhip xu hng nay, ma thung 2013 s nh du s bng n ca item ny khiCANIFA tung ra th trng minicollection t chtliu len nh kim cho ma l hi. Thit k:- Kt cu si dt kim an dc thanh thot vtinh t, cc sn phm len nh kim ca CANIFA emn cho ngi mc s thoi mi, d chu v phongcch ngay c trong tit tri thu ng.- B mt si len to, lan ta nh lp lnh c trng ca nhng si kim tuync ci vo si Arylic & Polyester. Ngoi tc dng gi m c th, ao len nh kim cngip nhng c nng c hng ci thin vc dng nh cht liu mm mi km theonhng si len to dy.TP. HCM Thng 04/ 2014 Page 10 of 27 11. Bi tiu lun: Tm hiu v thng hiu CANIFA- Gam mu hin i, tr trung nh nh bc, hng phn, vng gng, en to nns quyn r v sang trng cho ngi mc.- a dng vi cc mu o len cardigan, vy lin dng sung, o tay cnh di Tnh ng dng:Cc mu thit k t cht liu len nh kim ca CANIFA d dng kt hp cngnhiu kiu trang phc khc to nn mt din mo rng r khi d tic hay do phtrong ma l hi.2. Stone wash Dng o phng nam phng khong v am mNm 2014, ln u tin thi trang CANIFA p dng cng ngh Stone Wash kthp k thut in Discharge .Dng sn phm o thun Stone Wash mang n thng ip:Be free - Be yourself Bn phi l chnh bn, l s t do khng gii hn, tringhim v sng tht s. Hy t pht hin, khm ph bn thn mnh, hy mang mdu n c nhn v quan trng: Hy l chnh mnh! Cht liu:o thun mt m, d chu hn nhng sn phm thng thng ma h khngnng, ma ng khng lnh do lp mc in gn nh khng tn ti. Thit k:- S dng cng ngh Stone Wash: cng ngh Stone Wash to hiu ng x lmu sc vi o, gip si vi tr nn mm mi v p mt hn.TP. HCM Thng 04/ 2014 Page 11 of 27 12. Bi tiu lun: Tm hiu v thng hiu CANIFA- K thut in: In Discharge c kh nng ph i mu nn sm ca vi cotton, trli mu nguyn thy ca vi trc khi nhum. Lp mc in m mu, khng c cmgic dy ln nh cc kiu in la thng thng. Mu sc in sc xo, khng b trn vimu nn ca o.- Kiu dng n gin, form dng gn gng, khe khon cng nhng Slogan inn tng v ni bt.- Mu sc ch o ca dng sn phm ny: nhng gam mu bt h cho chngha x dch bao gm: nu, , xanh ru, xanh nc bin, phn pht mt cht bibm nhng vn c s thanh lch, nh nhng.=> Bn s khng cn cm thy s g gh ca mc in trn o cng nh cm gic bnng v mc in khi mc. Tnh ng dng:L dng sn phm thi trang nng ng v c tnh, nhng chic o thun StoneWash ca CANIFA s l s la chn hon ho cho cc bn yu thch du lch, chpnh, am m thit k hay l ngi bn thn thit ca nhng band nhc, nhm hi,...TP. HCM Thng 04/ 2014 Page 12 of 27 13. Bi tiu lun: Tm hiu v thng hiu CANIFAPHN 4: CHIN LC GII. GI CA SN PHM- Mc d thng hiu CANIFA c danh ting Vit Nam nhng sn phm caCANIFA c mc gi ph hp vi mi i tng ngi tiu dng. C th l:T 500.000-1000.000549.000 779.00TP. HCM Thng 04/ 2014 Page 13 of 27 14. Bi tiu lun: Tm hiu v thng hiu CANIFAT 300.000 n 500.000:349.000 329.000Di 300.000:II. CHNG TRNH KHUYN MI- Sau cc dp l tt: 8-3, 14-2, Tt Nguyn n CANIFA iu p dngnhng chng trnh gim gi t 30% n 70% cho cc sn phm, hoc chng trnh295.000 199.00TP. HCM Thng 04/ 2014 Page 14 of 27 15. Bi tiu lun: Tm hiu v thng hiu CANIFAkhuyn mi mua 3 sn phm ch tnh tin 2 sn phm c gi tr cao nht, 1 sn phmcn li l khuyn mi.- Mi t khuyn mi gim gi, CANIFA iu qung co rt rm r no trnbo ch trn trang web cho tt c mi ngi iu bit n chng trnh khuyn miny. Bn cnh , CANIFA cn khuyn mi cho c b su tp ch khng phikhuyn mi ring tng loi sn phm no.1. Gim gi khi mua hng online Gim gi 25% khi mua hng onlineVi mong mun gii thiu cc mu sn phm ma h n vi nhiu khch hnghn qua h thng bn hng online thng qua websitewww.canifa.com. Ngy mua hng trc tuyn cng CanifaTP. HCM Thng 04/ 2014 Page 15 of 27 16. Bi tiu lun: Tm hiu v thng hiu CANIFATip tc hng ng Thng khuyn mi 2011 do UBND H Ni pht ng,CANIFA s tham gia vo Ngy hi mua hng khuyn mi trc tuyn , din ra trong 3ngy: T 8h ngy 17/11 n 21h ngy 19/11.2. Gim gi ma l, tt Ma L hi GIM GI 10% ton b ca hngNhn dp ging sinh v nm mi, CANIFA t chc chng trnh khuyn miGim gi 10% ton b ca hng! Cho ngi ph n ti yu.Nhn dp Quc t ph n 8/3, thi trang CANIFA gii thiu n qu khch hngchng trnh Cho ngi ph n ti yu. Theo , t ngy 01 - 08/03/2014, khch hngs c tng ngay thip chc mng xinh xn v gim 20% khi mua cc sn phm nnguyn gi bt k.TP. HCM Thng 04/ 2014 Page 16 of 27 17. Bi tiu lun: Tm hiu v thng hiu CANIFA CANIFA gii thiu chng trnh cho mt na yu thng- Nhn dp Valentine 2014, thi trang CANIFA gii thiu n qu khch hngchng trnh Cho mt na yu thng. Theo , t ngy 10 - 14/02/2014, khi mua ccsn phm nguyn gi bt k vi mi gi tr ha n trn 800.000 VN, khch hng sc tng 01 th qu tng tng ng 01 cp v xem phim 2D ti h thng rp chiuphim CGV [Megastar] trn ton quc vo tt c cc ngy trong tun [bao gm ccngy l, tt]. Chng trnh p dng trn ton h thng CANIFA ti H Ni.-Cngtrongdp ny,CANIFA gii thiu rt nhiu mu trang phc tr trung v nng ng dnh cho cc bntr trong ngy Valentine. Vi cch kt hp ngu hng gia cc items nh smi,cardigan, croptop, qun jeans, qun kaki, ... cng s n v mu sc, ha tit v kiudng, cc mu thit k ca CANIFA s em n cho cc cp i s ngt ngo v vcng m p trong ngy l tnh nhn. CANIFA khuyn mi gim gi ti 50% nhn dp nm mi 2014Chng trnh khuynmi CANIFA gim gi ti50% nhn dp nm mi2014, n vi chngtrnh BIG SALE UP TO50% ti cc ca hngCANIFA thi gian ny,khch hng s c c his hu nhng sn phmthi trang cht lng vimc gi v cng hp dn.TP. HCM Thng 04/ 2014 Page 17 of 27 18. Bi tiu lun: Tm hiu v thng hiu CANIFAIII. SO SNH VI I TH CNH TRANHTheo b Ngc th hin ti CANIFA vn cha c i th cnh tranh. Sn phmCANIFA vi mc gi a dng ph hp vi mi tng lp trong x hi, t ngi c mcthu nhp thp n ngi c mc thu nhp cao. Gi thnh sn phm CANIFA i khivn cao hn nhng dng sn phm khc ca cc i th cnh tranh. Nhng dng snphm ca CANIFA vn lun c ngi tiu dng la chn v n c to nn t chtliu len bn, bng tt, kh try xc, thong mt, d chu, kiu dng a dng v phongph. Bn cnh , CANIFA cn c nhiu chng trnh khuyn mi thu ht nhiu khchhng tham gia hn. Mc khc, khi phn tch k cc sn phm ca CANIFA c v itr hn nhng dng sn phm cng loi khc. V vy, ngi tiu dng thng hay achung sn phm CANIFA.PHN 5: CHIN LC PHN PHII. LOI HNH KNH PHN PHI1. i l bn hng- Cc ca hng thi trang bn l, i l kinh doanh, cc c nhn c nhu cubn sn phm CANIFA ti ca hng ca mnh.- Trc tip bn sn phm CANIFA cho khch hng ti ca hng.- a dng v mu m, size c.- i ng nhn vin bn hng c o to v c k nng t vn khch hng.- Phong cch trng by cc sn phm theo phng Ty, to cho khch hng sthoi mi, tri nghim th v v hin i khi mua sm ti ca hng.- Hin nay, h thng i l ln n gn 30 ca hng [22 ca hng CANIFAv 8 ca hng CANIFA KIDS] tp trung ch yu khu vc min Bc.2. Bn hng qua Internet:- Gii thiu cc dng sn phm, b su tp thi trang CANIFA qua Websidetrn mng Internet gip khch hng cp nht mt cch nhanh chng v xu hng thitrang v cc sn phm mi ca cng ty.- M rng khu vc bn hng vi cc khch hng tim n, khch hng c nhucu s dng sn phm nhng khng c iu kin n mua trc tip ti ca hng.- Kt hp vi dch v vn chuyn v giao hng tn ni cho khch hng vi thigian t 2 n 4 ngy sau khi t hng ti Webside: http.//www.canifa.comTP. HCM Thng 04/ 2014 Page 18 of 27 19. Bi tiu lun: Tm hiu v thng hiu CANIFA- Khch hng c th mua hng online ca CANIFA thng qua cc trang raovt, qua email [] hay qua hnh thc Chat trn Yahoo[Canifa_Online] v Skype [Canifa_Online].II. S LNG, A IM- Hin nay, h thng i l ln n gn 30 ca hng [22 ca hng CANIFAv 8 ca hng CANIFA KIDS] tp trung ch yu khu vc min Bc.- Nm 2013, CANIFA m hng lot ca hng v tr c a H NiCANIFA khai trng 1 lot cc ca hng ti cc v tr c a ti H Ni trongnm 2013- H thng ca hng:+ Danh sch ca hng CANIFA ti H Ni1. 181 Ging V - Q. ng a. 11. 72 Trn Ph - H ng.T:[+84]- 04 3735.0181 T: [+84] - 04 6296.06722. 121 Cha Bc - Q. ng a. 12. 76 B Triu - Q. Hon Kim.T:[+84] 04 3564.2091 T: [+84] 04 6263.17763. 9 Phan Bi Chu - Q. Hon 13. 43 Thi H - Q. ng a.TP. HCM Thng 04/ 2014 Page 19 of 27 20. Bi tiu lun: Tm hiu v thng hiu CANIFAKim.T:[+84] 04.6296.0659 T: [+84] 04 3538 17334. 169 Thi H - Q. ng a. 14. 40-42 ng Tng Lai, tng B1 TTTMTimes city, 458 Minh Khai, Qun Hai BTrng, H Ni.T: [+84] 04 3519.0677 T: [+84] 04 3200 20425. 18 Phan nh Phng - Q. Banh.15. TTTM Metro H ng - Q. H ng.T: [+84] 04 3735.0131 T: [+84] 04 3355.80046. 203 i Cn - Q. Ba nh. 16. 134 Cu Giy - Q. Cu Giy.T: [+84] 04 6273.2925 T: [+84] - 04 3839.88347. 204 Nguyn Tri - Q. ThanhXun.17. B1-R5-26 TTTM Royal city - Q. Thanh Xun.T: [+84] 04 6285.2699 T: [+84] 04 6664.67868. 259 H Tng Mu - Q. CuGiy.18. Gian hng 19B Tng hm TTTM SavicoMega Mall - Q. Long Bin.T: [+84] 04 3764.6001 T: [+84] - 04 6257.32289. 46 Ng Quyn - Q. Hon Kim. 19. DD3D5, tng 3 Lotte Mart 229 Ty Sn,ng a, H NiT: [+84] 04 3936.5885 T: [+84] 04 3564.353010. 59 Cu Giy - Q. Cu Giy.T: [+84] 04 6680.7159+ Danh sch ca hng CANIFA KIDS ti H Ni1. 87 Cha Bc - Q. ng a. 6. 71 Cu Giy - Q. Cu Giy.T: [+84] - 04 3574.4341 T: [+84] - 04.6296.06712. 62 i C Vit - Q. Hai B Trng. 7. 50 L c - Q. Hon Kim.T: [+84] - 04 6686.1562 T: [+84] - 04 6278.31783. 74 Trn Ph - H ng. 8. 24 B Triu, Q. Hon Kim.TP. HCM Thng 04/ 2014 Page 20 of 27 21. Bi tiu lun: Tm hiu v thng hiu CANIFAT: [+84] - 04 3990.6358 T: [+84] - 04 3936 26624. 104-B6 Phm Ngc Thch - Q. ng a.T: [+84] - 04 3577.32135. 88 B Triu - Q. Hon Kim.T: [+84] - 04 6653.8246+ Danh sch i l tnh1. BC NINH 2. SN TYCANIFA - 339 Trn Hng o - TP BcNinh.CANIFA - C70 Quang Trung - TX SnTy.T: [+84] - 0982.526.068 T: [+84] - 094.55.25.358- D nh ca CANIFA nm 2014, CANIFA s chnh thc t chn vo thtrng min Nam.III. M HNH T CHC PHN PHIH thng ca hng CANIFA FLAGSHIP- Chui ca hng bn l cc mt hng thi trang ca CANIFA vi mng lign 30 ca hng ti khu vc pha Bc.- Cc ca hng u c qui m ln v thng c t ti nhng giao l ln.- Tp trung i ng nhn vin ln nht trn ton h thng.- Khng gian trng by sn phm khoa hc v p mt, a dng mu m, ddng la chn sn phm.- Flagship thng c mt bng rng hn hn cc ca hng trong cng h thng.Bn cnh vic bn hng, vai tr quan trng hn ca Flagship chnh l th hin scmnh, c tnh thng hiu qua trng by sn phm, hiu ng m thanh, nh sng, kintrc ni, ngoi tht- Thit k mang tnh thm m cao nhng vn m bo s gn gi, thn thinvi mi khch hngTP. HCM Thng 04/ 2014 Page 21 of 27 22. Bi tiu lun: Tm hiu v thng hiu CANIFACANIFA Flagship 181 Ging V c thit k mang tnh thm m cao nhng vnm bo s gn gi, thn thin vi mi khch hng, ngun: CANIFA-internet.PHNN 6: CHIN LC TRUYN THNGI. THNG IP C TH- Vi thng ip Fashion of all - Thi trang cho tt c: Yu t thi trang va dnh cho mi ngi d tui, gii tnh, c tnh v thu nhp no iu c thchn sn phm ca thng hiu ny. CANIFA l thng hiu thi trang ng dngdnh cho tt c mi ngi. Cc sn phm CANIFA u c sn xut t nhngnguyn liu tt v c thit k ph hp vi vc dng, th hiu ca s ng ngi dnVit Nam.- Khi u kinh doanh t sn xut v k gi cc sn phm len si trong 5 nmu tin, n nay, bn cnh cc sn phm ch lc, CANIFA khng ngng a dng hacc dng sn phm em n cho khch hng nhiu s la chn ng vi tiu chFashion for All.TP. HCM Thng 04/ 2014 Page 22 of 27 23. Bi tiu lun: Tm hiu v thng hiu CANIFAII. NHNG LOI HNH TRUYN THNG/QUNG CO DOANH NGHIPLA CHN.1. Ti tr cc chng trnh c s quan tm ln ca cng chng.Bo ch, internet, ti vi l nhng phng tin truyn thng khng th thiu ccchng trnh Project Runway Vit nam, R M, Vit Nam next top model, nhycng Bi Bi, Nh vy, mt phn ln cng chng c bit n nhn hiu CANIFA. CANIFA KIDS ti tr cho chng trnh R M.Nm 2012, 2013 nhn hiu thi trang CANIFA KIDs tham gia vi vai tr l nhti tr trang phc chnh thc cho cc bn nh tham gia chng trnh R M. Theovy, thng hiu CANIFA KIDs s st cnh cng vi R M khng ch l trongcc bui biu din m cn xuyn sut qu trnh tp luyn, ngoi kho. CANIFA ti tr cho cuc thi Project Runway Vit Nam- Mong mun tm kim, pht hin v bi dng nhng nhn t mi cho ngnhcng nghip thi trang trong nc, c 2 ma gii 2013, 2014 CANIFA u ng hnhcng chng trnh nh thit k thi trang Vit Nam-Project Runway Viet Nam. Vigii thng tin mt 300 triu ng cng c hi gia nhp i ng thit k CANIFA.TP. HCM Thng 04/ 2014 Page 23 of 27 24. Bi tiu lun: Tm hiu v thng hiu CANIFAHong Minh H qun qun Project Runway Vit Nam 2013 nhn gii thng300 triu ng cng c hi gia nhp i ng thit k thi trang ca nh ti trCANIFA., trch ngun t: internet.- Nm 2013, vi th thch thc hin b su tp Ma H Si ng, cc muthit k ca nhm chin thng c thi trang CANIFA la chn gii thiu ncng chng v nhn c s hng ng nhit tnh ca ng o khch hng. Ti tr cho chng trnh nhy cng Bi BiTrong 2 nm 2012, 2013 CANIFA hn hnh ti tr trang phc biu din chochng trnh Nhy Cng BiBi. CANIFA Kids l dng thi trang ng dng ph hpvi nhiu hon cnh sinh hot ca cc b. Chnh iu thu ht c s quan tmca bc cha m i vi trang phc tr em ca CANIFA.Cc th sinh nh ca chng trnh nhy cng BiBi mc trang phc ca CANIFA trch ngun t :internet.TP. HCM Thng 04/ 2014 Page 24 of 27 25. Bi tiu lun: Tm hiu v thng hiu CANIFA2. Mi ngi bit n CANIFA nhiu hn qua cc hot ng t thinTrong qu trnh hnh thnh v pht trin CANIFA lun nhn thc c trchnhim vi cng ng. Chnh v vy, trong cc nm qua CANIFA ng hnh cngbit bao cc chng trnh: Thng v min Trung, gi lnh u ma Bc Cn, chia svi ngi dn Nht Bn, v mi mt chng trnh CANIFA ng hnh l mt dun kh qun. Chnh v vy, mi ngi bit n thng hiu CANIFA nhiu hn. Hnh trnh Hi m Ma ng n vi huyn Minh Ha, tnh Qung BnhTip bc hnh trnh kt ni nhng tri tim thin nguyn, qu CANIFA v cngng cng chng trnh Hi m Ma ng n vi cc em nh ti huyn MinhHa, tnh Qung Bnh - ni chu nh hng nng n ca cn bo s 10 cch y chalu.Qu CANIFA v cng ng n thm v tng qu cc em Minh Ha QungBnh, trch ngun t: internet. Hi m Ma ng 2013 - Bt Xt, Lo Cai ngy tr liNm trong chng trnh Him Ma ng 2013, nhng ngycui thng 12/2013, Qu CANIFA vcng ng n vi cc trngmm non, tiu hc v trung hc c sca x Trung Lng H, x Dn Sng,huyn Bt Xt, tnh Lo Cai.Qu CANIFA v cng ng n thmv tng qu cc em nh tnh Lo Cai,trch ngun t: internetTP. HCM Thng 04/ 2014 Page 25 of 27 26. Bi tiu lun: Tm hiu v thng hiu CANIFA3. T chc cc s kin gp g bo chBui gp g bo ch, gii thiu chng trnh: khch hng thn thit, trchngun t: interet- Nhm khuyn khch v c th ha phong tro: Ngi Vit Nam dng hngVit Nam ang c x hi quan tm v ng h, CANIFA ang trin khai v tip tcxy dng cc chin lc hng ti khch hng. Trong khun kh ca cc hot ngny, cng ty chnh thc gii thiu chng trnh: khch hng thn thit ca CANIFAvo ngy 12 thng 12 nm 2009 ti tr s chnh ca cng ty: 121 Cha Bc, qunng a, H Ni. Theo , cc khch hng s tham gia vo chng trnh c cpth Khch hng thn thit 3 mc: th Bc, th Titan, th Vng, v nhn c nhngu i tng ng i vi mi loi th. Khi c cp th khch hng thn thit caCANIFA, khch hng s nhn c cc quyn li bao gm:+ c thng xuyn cp nht thng tin v cc hot ng xc tin bn hng vcc chng trnh u i ca cng ty.+ c tham gia cc chng trnh u i c bit dnh ring cho cc khchhng thn thit.+ Cc quyn li khc theo tng chng trnh v hot ng c th.- Bn cnh , cc hot ng nghin cu khch hng nh k s l mt knhthng tin gip CANIFA lun c cp nht v nhu cu v th hiu ca khch hng t p ng tt nht i vi khch hng ca mnh.TP. HCM Thng 04/ 2014 Page 26 of 27 27. Bi tiu lun: Tm hiu v thng hiu CANIFAPHN 7: TNG KT- Cng ty CP Thng Mi v Dch v Hong Dng vi thng hiuCANIFA tr thnh mt thng hiu uy tn trong lnh vc thi trang trong nc vc ngi tiu dng yu mn, tin cy. Vi thng ip Fashion for all, CANIFAlun n lc khng ngng trong vic a dng ha cc dng sn phm cho ra mtnhiu dng sn phm cht lng dnh cho tt c mi ngi v mi i tng. Trn cccht liu a dng: cotton, visco, spandex, modal, len, si, CANIFA c hn 30ca hng [Tnh n thng 7/2013] trn a bn H Ni v cc tnh thnh ln cn, mhnh ca hng flagship em n cho khch hng s thn thin, gn gi v c hi ddng s hu nhng sn phm thi trang cht lng, mu m p, gi c hp l vmang phong cch ring.- on Th Bch Ngc chia s: Cng mun c c mt th trng tiu dngthc s c c tnh. Bi ch vi yu cu ca ngi tiu dng, nn cng nghip maymc ca Vit Nam mi c sc p vt qua giai on gia cng, ro m hi l httin. Khi khch hng chn sn phm thit k, cc thng hiu thi trang buc phitng hm lng cht xm ca mnh vo sn phm. CANIFA ang theo con ngnyTI LIU THAM KHO1. Bo co chuyn Phng hng v Gii php pht trin h thng i l ca Cng TyThng mi v Dch v Hong Dng on Th Thu H [//tai-lieu.com/tai-lieu/chuyen-de-phuong-huong-va-giai-phap-phat-trien-he-thong-dai-ly-cua-cong-ty-thuong-mai-va-dich-vu-hoang-duong-29128/ ]2. Gio trnh bi ging ca mn Tip th v Kinh doanh hng may mc Trn Th thuHng.3. Theo InternetTP. HCM Thng 04/ 2014 Page 27 of 27