{"id":1236,"date":"2025-11-25T17:07:13","date_gmt":"2025-11-25T10:07:13","guid":{"rendered":"https:\/\/lbu.fsb.edu.vn\/mba\/?p=1236"},"modified":"2026-03-11T17:10:06","modified_gmt":"2026-03-11T10:10:06","slug":"strategy-unfolded-lifebuoy-va-hanh-trinh-tien-phong-trong-cuoc-cach-mang-suc-khoe-cong-dong","status":"publish","type":"post","link":"https:\/\/lbu.fsb.edu.vn\/mba\/strategy-unfolded-lifebuoy-va-hanh-trinh-tien-phong-trong-cuoc-cach-mang-suc-khoe-cong-dong\/","title":{"rendered":"STRATEGY UNFOLDED | LIFEBUOY V\u00c0 H\u00c0NH TR\u00ccNH TI\u00caN PHONG TRONG CU\u1ed8C C\u00c1CH M\u1ea0NG S\u1ee8C KH\u1eceE C\u1ed8NG \u0110\u1ed2NG"},"content":{"rendered":"

Khi d\u1ecbch b\u1ec7nh khi\u1ebfn c\u1ea3 th\u1ebf gi\u1edbi r\u01a1i v\u00e0o tr\u1ea1ng th\u00e1i b\u1ea5t \u0111\u1ecbnh, Lifebuoy kh\u00f4ng ch\u1ecdn \u0111\u1ee9ng ph\u00eda sau d\u00f2ng th\u00f4ng tin h\u1ed7n lo\u1ea1n. Th\u01b0\u01a1ng hi\u1ec7u h\u01a1n 100 n\u0103m tu\u1ed5i n\u00e0y ch\u1ee7 \u0111\u1ed9ng \u0111\u1ecbnh v\u1ecb l\u1ea1i vai tr\u00f2 c\u1ee7a m\u00ecnh: t\u1eeb m\u1ed9t s\u1ea3n ph\u1ea9m v\u1ec7 sinh quen thu\u1ed9c, Lifebuoy tr\u1edf th\u00e0nh \u201cng\u01b0\u1eddi d\u1eabn \u0111\u01b0\u1eddng s\u1ee9c kh\u1ecfe\u201d,\u00a0 th\u01b0\u01a1ng hi\u1ec7u FMCG hi\u1ebfm hoi \u1ee9ng d\u1ee5ng c\u00f4ng ngh\u1ec7, d\u1eef li\u1ec7u v\u00e0 truy\u1ec1n th\u00f4ng nh\u00e2n v\u0103n \u0111\u1ec3 b\u1ea3o v\u1ec7 c\u1ed9ng \u0111\u1ed3ng trong th\u1eddi \u0111i\u1ec3m nh\u1ea1y c\u1ea3m nh\u1ea5t.<\/span><\/p>\n

1. T\u01b0 duy \u0111\u00f3n \u0111\u1ea7u: Khi d\u1eef li\u1ec7u tr\u1edf th\u00e0nh v\u0169 kh\u00ed chi\u1ebfn l\u01b0\u1ee3c<\/b><\/h3>\n

Tr\u01b0\u1edbc c\u1ea3 th\u1eddi \u0111i\u1ec3m Covid-19 b\u00f9ng ph\u00e1t m\u1ea1nh, Lifebuoy \u0111\u00e3 nh\u00ecn th\u1ea5y nguy c\u01a1 d\u1ecbch b\u1ec7nh lan r\u1ed9ng kh\u00f4ng c\u00f2n c\u00f3 th\u1ec3 ki\u1ec3m so\u00e1t b\u1eb1ng truy\u1ec1n th\u00f4ng \u0111\u1ea1i ch\u00fang th\u00f4ng th\u01b0\u1eddng. Th\u01b0\u01a1ng hi\u1ec7u h\u1ee3p t\u00e1c c\u00f9ng Google \u0111\u1ec3 x\u00e2y d\u1ef1ng \u201cInfection Alert System\u201d, m\u1ed9t h\u1ec7 th\u1ed1ng c\u1ea3nh b\u00e1o s\u1edbm d\u1ef1a tr\u00ean h\u00e0nh vi t\u00ecm ki\u1ebfm v\u00e0 d\u1eef li\u1ec7u th\u1eddi ti\u1ebft t\u1eebng khu v\u1ef1c.<\/span><\/p>\n

H\u1ec7 th\u1ed1ng n\u00e0y gi\u00fap Lifebuoy ph\u00e1t hi\u1ec7n d\u1ea5u hi\u1ec7u b\u1ea5t th\u01b0\u1eddng c\u1ee7a b\u1ec7nh truy\u1ec1n nhi\u1ec5m theo v\u00f9ng, t\u1eeb \u0111\u00f3 t\u1ef1 \u0111\u1ed9ng k\u00edch ho\u1ea1t c\u1ea3nh b\u00e1o s\u1ee9c kh\u1ecfe \u0111\u1ebfn ng\u01b0\u1eddi d\u00f9ng tr\u00ean c\u00e1c n\u1ec1n t\u1ea3ng s\u1ed1. \u0110\u00e2y kh\u00f4ng ch\u1ec9 l\u00e0 m\u1ed9t chi\u1ebfn d\u1ecbch truy\u1ec1n th\u00f4ng, m\u00e0 l\u00e0 b\u01b0\u1edbc ngo\u1eb7t chi\u1ebfn l\u01b0\u1ee3c \u0111\u01b0a Lifebuoy \u0111i tr\u01b0\u1edbc d\u1ecbch b\u1ec7nh m\u1ed9t nh\u1ecbp, bi\u1ebfn c\u00f4ng ngh\u1ec7 th\u00e0nh tuy\u1ebfn ph\u00f2ng th\u1ee7 \u0111\u1ea7u ti\u00ean b\u1ea3o v\u1ec7 c\u1ed9ng \u0111\u1ed3ng.<\/span><\/p>\n

Vi\u1ec7c d\u00e1m \u0111\u1ea7u t\u01b0 s\u1edbm trong khi ph\u1ea7n l\u1edbn c\u00e1c th\u01b0\u01a1ng hi\u1ec7u FMCG v\u1eabn ho\u1ea1t \u0111\u1ed9ng theo m\u00f4 th\u1ee9c truy\u1ec1n th\u1ed1ng \u2013 \u0111\u00e3 kh\u1eb3ng \u0111\u1ecbnh s\u1ef1 ti\u00ean phong c\u1ee7a Lifebuoy trong t\u01b0 duy chi\u1ebfn l\u01b0\u1ee3c: nh\u00ecn xa h\u01a1n s\u1ef1 ki\u1ec7n hi\u1ec7n t\u1ea1i \u0111\u1ec3 chu\u1ea9n b\u1ecb cho m\u1ed9t k\u1ef7 nguy\u00ean m\u1edbi, n\u01a1i d\u1eef li\u1ec7u \u0111\u00f3ng vai tr\u00f2 quy\u1ebft \u0111\u1ecbnh.<\/span><\/p>\n

2. C\u00e1 nh\u00e2n h\u00f3a th\u00f4ng \u0111i\u1ec7p: C\u00f4ng ngh\u1ec7 l\u00e0m c\u1ea7u n\u1ed1i gi\u1eefa d\u1eef li\u1ec7u v\u00e0 h\u00e0nh \u0111\u1ed9ng<\/b><\/h3>\n

D\u1eef li\u1ec7u ch\u1ec9 t\u1ea1o ra gi\u00e1 tr\u1ecb khi n\u00f3 ch\u1ea1m \u0111\u01b0\u1ee3c v\u00e0o \u0111\u00fang ng\u01b0\u1eddi, \u0111\u00fang th\u1eddi \u0111i\u1ec3m. \u0110\u1ec3 gi\u1ea3i quy\u1ebft b\u00e0i to\u00e1n n\u00e0y, Lifebuoy tri\u1ec3n khai c\u00f4ng c\u1ee5 \u201cRuled by Weather\u201d c\u1ee7a Google, h\u1ec7 th\u1ed1ng cho ph\u00e9p t\u1ef1 \u0111\u1ed9ng b\u1eadt\/t\u1eaft qu\u1ea3ng c\u00e1o d\u1ef1a tr\u00ean th\u1eddi ti\u1ebft v\u00e0 m\u1ee9c \u0111\u1ed9 c\u1ea3nh b\u00e1o d\u1ecbch b\u1ec7nh.<\/span><\/p>\n

Nh\u1edd \u0111\u00f3, m\u1ed7i t\u1ec9nh th\u00e0nh s\u1ebd nh\u1eadn \u0111\u01b0\u1ee3c th\u00f4ng \u0111i\u1ec7p ph\u00f9 h\u1ee3p v\u1edbi di\u1ec5n bi\u1ebfn th\u1ef1c t\u1ebf c\u1ee7a \u0111\u1ecba ph\u01b0\u01a1ng m\u00ecnh, thay v\u00ec m\u1ed9t th\u00f4ng \u0111i\u1ec7p \u0111\u1ea1i tr\u00e0 cho to\u00e0n qu\u1ed1c. \u0110\u00e2y l\u00e0 l\u1ea7n \u0111\u1ea7u ti\u00ean m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u ti\u00eau d\u00f9ng nhanh t\u1ea1i Vi\u1ec7t Nam \u00e1p d\u1ee5ng m\u00f4 h\u00ecnh c\u00e1 nh\u00e2n h\u00f3a tr\u00ean quy m\u00f4 to\u00e0n qu\u1ed1c theo c\u01a1 ch\u1ebf real-time.<\/span><\/p>\n

Song song, Lifebuoy h\u1ee3p t\u00e1c c\u00f9ng hellobacsi \u0111\u1ec3 m\u1edf r\u1ed9ng h\u1ec7 sinh th\u00e1i n\u1ed9i dung s\u1ee9c kh\u1ecfe ch\u00ednh th\u1ed1ng. Kh\u00f4ng c\u00f2n ch\u1ec9 \u201cnh\u1eafc r\u1eeda tay\u201d, th\u01b0\u01a1ng hi\u1ec7u b\u01b0\u1edbc v\u00e0o vai tr\u00f2 m\u1edbi: cung c\u1ea5p tri th\u1ee9c, h\u1ed7 tr\u1ee3 gia \u0111\u00ecnh Vi\u1ec7t, g\u00f3p ph\u1ea7n h\u00ecnh th\u00e0nh th\u00f3i quen s\u1ed1ng khoa h\u1ecdc trong \u0111\u1eddi s\u1ed1ng h\u1eb1ng ng\u00e0y.<\/span><\/p>\n

C\u00f4ng ngh\u1ec7, v\u00ec th\u1ebf, kh\u00f4ng ch\u1ec9 ph\u1ee5c v\u1ee5 cho marketing, m\u00e0 tr\u1edf th\u00e0nh c\u00f4ng c\u1ee5 nu\u00f4i d\u01b0\u1ee1ng nh\u1eefng h\u00e0nh vi mang \u00fd ngh\u0129a x\u00e3 h\u1ed9i.<\/span><\/p>\n

3. Truy\u1ec1n th\u00f4ng nh\u00e2n v\u0103n gi\u1eefa t\u00e2m d\u1ecbch: Khi th\u01b0\u01a1ng hi\u1ec7u \u0111\u1ee9ng v\u1ec1 ph\u00eda c\u1ed9ng \u0111\u1ed3ng<\/b><\/h3>\n

Khi Covid-19 tr\u1edf th\u00e0nh cu\u1ed9c kh\u1ee7ng ho\u1ea3ng to\u00e0n c\u1ea7u, Lifebuoy l\u1ef1a ch\u1ecdn c\u00e1ch ti\u1ebfp c\u1eadn kh\u00f4ng ph\u00f4 tr\u01b0\u01a1ng nh\u01b0ng \u0111\u1ea7y nh\u00e2n v\u0103n: d\u00f9ng truy\u1ec1n th\u00f4ng \u0111\u1ec3 t\u1ea1o ra s\u1ee9c m\u1ea1nh tinh th\u1ea7n v\u00e0 lan t\u1ecfa h\u00e0nh vi \u0111\u00fang.<\/span><\/p>\n

Chi\u1ebfn d\u1ecbch \u201cGhen C\u00f4 Vy\u201d h\u1ee3p t\u00e1c gi\u1eefa B\u1ed9 Y t\u1ebf, Google v\u00e0 TikTok \u2013 tr\u1edf th\u00e0nh hi\u1ec7n t\u01b0\u1ee3ng qu\u1ed1c t\u1ebf, gi\u00fap th\u00f4ng \u0111i\u1ec7p \u201cR\u1eeda tay s\u1ea1ch – B\u1ea3o v\u1ec7 b\u1ea3n th\u00e2n v\u00e0 c\u1ed9ng \u0111\u1ed3ng\u201d lan r\u1ed9ng \u0111\u1ebfn m\u1ecdi l\u1ee9a tu\u1ed5i. Kh\u00f4ng d\u1eebng l\u1ea1i \u1edf truy\u1ec1n th\u00f4ng, Lifebuoy tri\u1ec3n khai h\u00e0ng lo\u1ea1t tr\u1ea1m r\u1eeda tay d\u00e3 chi\u1ebfn t\u1ea1i ch\u1ee3, tr\u01b0\u1eddng h\u1ecdc v\u00e0 khu c\u00e1ch ly. Vi\u1ec7c ph\u1ed1i h\u1ee3p c\u00f9ng Facebook v\u00e0 Grab gi\u00fap th\u01b0\u01a1ng hi\u1ec7u \u0111\u01b0a \u201cv\u0103n h\u00f3a r\u1eeda tay\u201d v\u00e0o t\u1eebng ng\u00f3c ng\u00e1ch n\u01a1i c\u1ed9ng \u0111\u1ed3ng d\u1ec5 t\u1ed5n th\u01b0\u01a1ng nh\u1ea5t.<\/span><\/p>\n

Trong b\u1ed1i c\u1ea3nh c\u1ea3 x\u00e3 h\u1ed9i o\u1eb1n m\u00ecnh ch\u1ed1ng d\u1ecbch, TVC \u201cL\u1eddi nguy\u1ec7n c\u1ea7u c\u1ee7a nh\u1eefng b\u00e0n tay\u201d d\u1ecbp T\u1ebft 2021 mang \u0111\u1ebfn m\u1ed9t t\u1ea7ng c\u1ea3m x\u00fac kh\u00e1c: s\u1ef1 t\u1eed t\u1ebf, hy v\u1ecdng v\u00e0 tinh th\u1ea7n s\u1ebb chia. \u0110\u00f3 l\u00e0 th\u1eddi \u0111i\u1ec3m th\u01b0\u01a1ng hi\u1ec7u v\u00e0 ng\u01b0\u1eddi d\u00e2n g\u1eb7p nhau \u1edf m\u1ed9t \u0111i\u1ec3m chung: mong mu\u1ed1n gi\u1eef b\u00ecnh an cho gia \u0111\u00ecnh.<\/span><\/p>\n

Nh\u1edd s\u1ef1 nh\u1ea5t qu\u00e1n trong c\u1ea3 h\u00e0nh \u0111\u1ed9ng l\u1eabn th\u00f4ng \u0111i\u1ec7p, Lifebuoy kh\u00f4ng ch\u1ec9 d\u1eabn \u0111\u1ea7u v\u1ec1 nh\u1eadn di\u1ec7n th\u01b0\u01a1ng hi\u1ec7u m\u00e0 c\u00f2n nh\u1eadn h\u00e0ng lo\u1ea1t gi\u1ea3i th\u01b0\u1edfng MMA Smarties Vietnam & Global l\u00e0 minh ch\u1ee9ng cho s\u1ee9c m\u1ea1nh c\u1ee7a chi\u1ebfn l\u01b0\u1ee3c th\u01b0\u01a1ng hi\u1ec7u nh\u00e2n b\u1ea3n, \u0111\u00fang th\u1eddi \u0111i\u1ec3m, \u0111\u00fang vai tr\u00f2.<\/span><\/p>\n

H\u1ecdc c\u00e1ch t\u01b0 duy chi\u1ebfn l\u01b0\u1ee3c nh\u01b0 Lifebuoy t\u1ea1i Leeds Beckett MBA<\/b><\/h3>\n

Case study v\u1ec1 Lifebuoy l\u00e0 m\u1ed9t v\u00ed d\u1ee5 ti\u00eau bi\u1ec3u trong h\u1ecdc ph\u1ea7n <\/span>Marketing Dynamics<\/span><\/i> c\u1ee7a ch\u01b0\u01a1ng tr\u00ecnh Th\u1ea1c s\u0129 Qu\u1ea3n tr\u1ecb Kinh doanh qu\u1ed1c t\u1ebf Leeds Beckett MBA, n\u01a1i h\u1ecdc vi\u00ean \u0111\u01b0\u1ee3c ph\u00e2n t\u00edch t\u1eeb d\u1eef li\u1ec7u, chi\u1ebfn l\u01b0\u1ee3c \u0111\u1ebfn t\u00e1c \u0111\u1ed9ng x\u00e3 h\u1ed9i c\u1ee7a nh\u1eefng th\u01b0\u01a1ng hi\u1ec7u to\u00e0n c\u1ea7u.<\/span><\/p>\n

\u0110\u0103ng k\u00fd x\u00e9t tuy\u1ec3n k\u1ef3 h\u1ecdc cu\u1ed1i n\u0103m 2025 <\/b>t\u1ea1i \u0111\u00e2y<\/i><\/b><\/a> \u0111\u1ec3 c\u00f3 c\u01a1 h\u1ed9i nh\u1eadn h\u1ecdc b\u1ed5ng l\u00ean \u0111\u1ebfn 60% h\u1ecdc ph\u00ed k\u1ef3 1.<\/b><\/p>\n","protected":false},"excerpt":{"rendered":"

Khi d\u1ecbch b\u1ec7nh khi\u1ebfn c\u1ea3 th\u1ebf gi\u1edbi r\u01a1i v\u00e0o tr\u1ea1ng th\u00e1i b\u1ea5t \u0111\u1ecbnh, Lifebuoy kh\u00f4ng ch\u1ecdn \u0111\u1ee9ng ph\u00eda sau d\u00f2ng th\u00f4ng tin h\u1ed7n lo\u1ea1n. Th\u01b0\u01a1ng hi\u1ec7u h\u01a1n 100 n\u0103m tu\u1ed5i n\u00e0y ch\u1ee7 \u0111\u1ed9ng \u0111\u1ecbnh v\u1ecb l\u1ea1i vai tr\u00f2 c\u1ee7a m\u00ecnh: t\u1eeb m\u1ed9t s\u1ea3n ph\u1ea9m v\u1ec7 sinh quen thu\u1ed9c, Lifebuoy tr\u1edf th\u00e0nh \u201cng\u01b0\u1eddi d\u1eabn \u0111\u01b0\u1eddng s\u1ee9c…<\/p>\n","protected":false},"author":1,"featured_media":1237,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[23],"tags":[],"_links":{"self":[{"href":"https:\/\/lbu.fsb.edu.vn\/mba\/wp-json\/wp\/v2\/posts\/1236"}],"collection":[{"href":"https:\/\/lbu.fsb.edu.vn\/mba\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/lbu.fsb.edu.vn\/mba\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/lbu.fsb.edu.vn\/mba\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/lbu.fsb.edu.vn\/mba\/wp-json\/wp\/v2\/comments?post=1236"}],"version-history":[{"count":4,"href":"https:\/\/lbu.fsb.edu.vn\/mba\/wp-json\/wp\/v2\/posts\/1236\/revisions"}],"predecessor-version":[{"id":1326,"href":"https:\/\/lbu.fsb.edu.vn\/mba\/wp-json\/wp\/v2\/posts\/1236\/revisions\/1326"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/lbu.fsb.edu.vn\/mba\/wp-json\/wp\/v2\/media\/1237"}],"wp:attachment":[{"href":"https:\/\/lbu.fsb.edu.vn\/mba\/wp-json\/wp\/v2\/media?parent=1236"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/lbu.fsb.edu.vn\/mba\/wp-json\/wp\/v2\/categories?post=1236"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/lbu.fsb.edu.vn\/mba\/wp-json\/wp\/v2\/tags?post=1236"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}