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Victoria Secret

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2. Phân tích “STP”

1. Segmentation (Phân đoạn thị trường)

Có chuyện ngụ ngôn như thế này: Có một anh chàng nọ bán táo. Một phụ nữ đi qua hỏi mua: “Táo có ngon không vậy?” Anh chàng xởi lởi: “Táo ngon, ngọt lắm chị à” . Người phụ nữ lắc đầu bỏ đi: “Rất tiếc tôi lại thích ăn táo chua kia”. Một lúc sau một cô gái khác đi đến. Rút kinh nghiệm lần trước, lần này anh nói táo chua nhưng cô gái bỏ đi vì cô ta chỉ thích táo ngọt. Cứ như vậy khi anh nói táo ngọt thì người ta lại thích táo chua, ngược lại những người thích táo ngọt bỏ đi khi anh quảng cáo là táo chua. Cả buổi chợ anh ta chẳng bán được trái táo nào.

Câu chuyện này có vẻ hơi cường điệu, nhưng ta cũng thấy một điều rằng: Anh chàng bán táo kia vì cứ mải mệ chạy theo thị hiếu từng người mà bị thất bại.

Trong marketing, người ta phân chia “phân khúc thị trường” là để thoả mãn tốt nhu cầu của mỗi phân khúc, bởi vì mỗi phân khúc thị trường có đặc điểm, sở thích, thói quen..khác nhau mà sản phẩm không dễ gì đáp ứng được. Nhiều khi phân khúc cực nhỏ (thường gọi là ngách thị trường – niche market) nhưng biết cách khai thác thì thành công hơn là chạy theo nhiều phân khúc. Lại nói về anh bán táo trên, nếu anh ta đừng quá tham lam, chỉ đi theo một phân khúc là những người thích táo ngọt hoặc những người thích táo chua thì ít ra anh ta cũng bán được táo chứ không đến nỗi ế ẩm như trên

1. Theo vị trí địa lí

- Khu vực thành phố

Thành phố là nơi tập trung dân cư đông đúc, đời sống và thu nhập cao. Vì thế các chị em phụ nữa hay bất kể đàn ông đểu sẵn sàng chi trả để mua sản phẩm thường xuyên.

- Khu vực

Thu nhập của người dân chưa cao, có thể sẵn sàng chi trả để mua sản phầm tuy nhiên không thường xuyên

2. Theo giới tính

- Tính đến năm 2011, ở Mỹ có khoảng 311 triệu dân, do đó Mỹ đứng thứ 3 trên thế giới ( sau Trung Quốc và Ấn Độ) về số dân.

- Đã có 155,6 triệu phụ nữ ở Hoa Kỳ trong năm 2009. Số lượng nam giới là 151,4 triệu USD. Những người dưới 20 tuổi chiếm hơn 1/4 dân số Hoa Kỳ (27,3%), và những người 65 tuổi và chiếm hơn 1/8 (12,8%) trong năm 2009.

3. Theo hành vi

- Xu hướng thời trang trên thế giới ngày càng đa dạng và thay đổi từng ngày và Mỹ cũng không ngoại lệ. Mỗi ngày ta lại nhìn thấy một xu hướng mới, một thiết kế mới.

- Nội y là một trong những đồ dùng không thể thiếu của mỗi chị em phụ nữ. Và hiện nay những mẫu thiết kế nội y đang thay đổi từng ngày, từng giờ để bắt kịp với xu hướng thời trang mới.

2. Xác định thị trường mục tiêu

- Victoria Secret chỉ tập trung vào một đoạn thị trường duy nhất, đó chính là chị em phụ nữ. Từ tuổi vị thành niên cho đến trung niên, tất cả các sản phẩm của VS đều dành cho họ.

- Gần đây, hãng có cho ra thêm dòng sản phẩm mới “PINK” để nhắm tới các đối tượng đang trong độ tuổi thành niên từ 12 – 18 tuổi. Sản phẩm mang màu hồng chủ đạo với thiết kế trẻ trung, tươi mới và

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