QUI TRNH MARKETING

Cng c phn tch th trng, sng to

v chin thng trn th trng!
NI DUNG
1. Ti sao li phi c thng hiu?
2. Mt s khi nim
3. Nm bc xy dng thng hiu
Hiu r ngi tiu dng (NTD)
nh v thng hiu ni bt
Khng ngng sng to sn phm mi
S dng phng php hin i truyn t thng hiu n NTD
hiu qu nht
Lm cho thng hiu tht s tr thnh mt phn ca cuc sng
4. Cc v d nghin cu - Case study

PH LC
1. Nhng k nng cn thit ca mt ngi lm marketing
2. Cch rn luyn c c nhng k nng v nng lc cn thit
cho cng vic marketing
3. Hng dn v cc phng php Nghin cu th trng
4. 17 phng php Sng to thnh cng
5. Case study

1. TI SAO PHI C THNG HIU ?
100 nm trc y, cc Nh Sn Xut sn xut v thu nhn vin
bn hng i bn sn phm.
Do cnh tranh, NTD ngy cng i din vi qu nhiu sn phm
m h khng nh ht ni.
Mt khc, s pht trin t ca cc phng tin truyn thng (TV,
bo ch,...) dn n mt cch lm mi hiu qu hn:
To ra THNG HIU vi nhng c tnh ca n.
QUNG B, KHC SU THNG HIU vi nhng c tnh y vo
su TIM v C ca NTD.

V D

Car


Car
A


Car
A

y l
Xe hi
Nhn thc:
Xe hi A
Nhn thc &
Trung thnh
Xe A
Thi gian nhn thc ca NTD
M

n
h

n

t
h

c

c

a


N
T
D

2. MT S KHI NIM
Chng ta sn xut ra SN PHM. Nhng ci m
chng ta bn l THNG HIU (BRANDS).
THNG HIU tn ti MT ni duy nht trong
KHI C v CON TIM ca NTD:
Hnh nh ca sn phm / thng hiu
Gi tr ca sn phm / thng hiu m NTD cm nhn
L do m NTD mua sn phm / thng hiu
Khm ph v khai thc ng ngh ca NTD
l Cha Kho Vng m toang cnh ca thnh
cng cho Cng ty!
5 BC
XY DNG
THNG HIU
BC 1: HIU R NTD Consumer Insight
Khi nim:

Hiu r NTD l tip xc vi NTD mt
mc su sc v khm ph c
ngh thc s ca h, t nh hng cho s
pht trin ca thng hiu.

*) Theo chiu kim ng h, gm 5 bc nh
BC 1: HIU R NTD Consumer Insight
Cc thng tin v NTD cn u tin tm hiu
Thay i cch hot ng: Ly NTD lm
tm im
Tng hp mi hiu bit v NTD
Nui dng thng hiu bng cc tng
(insight)
Gim st v ng ph vi mi trng cnh tranh ca
thng hiu
V li!
TM HiU CHIN LC
KHM PH SUY NGH
NTD
TNG HP
TNG HP
CHN AN SC KHE
THNG HiU
*) Theo chiu kim ng h, gm 5 bc nh
BC 1: HIU R NTD Consumer Insight
Cc thng tin v
NTD cn u tin
tm hiu
Thay i cch
hot ng: Ly
NTD lm tm
im
Tng hp mi hiu
bit v NTD
Nui dng
thng hiu
bng cc
tng (insight)
Gim st v ng ph
vi mi trng cnh
tranh ca thng
hiu
V li!
Ni dung:
Xc nh cc thng tin cn u tin tm hiu v NTD tp
trung su hn vo vic hoch nh chin lc, xy dng
thng hiu, t c nhng d bo cho chin lc kinh
doanh.
Tm quan trng:
y l mt K hoch c tnh chin lc, trong ch r
nhng l hng/khong cch v kin thc, t xc nh
nhng cng vic cn u tin theo th t.
C th ti phi lm g?
Cng ty phi t chc tng hp c mt b ti liu Nghin
cu th trng / Khch hng c cp nht hng nm
1.1 STRATEGI C UNDERSTANDI NG
BC 1: HIU R NTD Consumer Insight

Bn Nghin cu th trng (Docket):
Gip d n kinh doanh thc s c xy dng da trn
nhng nhu cu thc ca NTD.
Gim bt vic iu tra nhng thng tin c th c
lng/on trc.
Cung cp nhng bng chng t thc t, nhng hiu bit c
bn v NTD v nhng phn on gip manager c cc
quyt nh t tnh ri ro hn.
Gip d n nhanh chng c trin khai.

1.1 STRATEGI C UNDERSTANDI NG
BC 1: HIU R NTD Consumer Insight
Ni dung:
t NTD vo v tr TRUNG TM v c vai tr quyt nh mi
hot ng ca Cng ty.
Tm quan trng:
Khi NTD l Tri Tim ca mi hot ng kinh doanh, chng
ta khng nhng phi s dng nhng cch thc mi, m
cn phi thay i tng phng php lm vic ca mnh.
C th ti phi lm gi?:
T chc b phn Nghin cu th trng lm vic mt cch
c k hoch v c chin lc.

1.2 CONSUMER & MARKET I NSI GHT
BC 1: HIU R NTD Consumer Insight

4 vic cn lm:
Tip xc trc tip vi NTD
Hun luyn cc phung php thc hin
Lp bo co v suy ngh NTD trn c s cc bo
co Nghin cu Th trng
nh gi tin trnh thc hin bng H thng nh
gi (Scorecard)
1.2 CONSUMER & MARKET I NSI GHT
BC 1: HIU R NTD Consumer Insight

TIP XC TRC TIP VI NGI TIU DNG:
Cng ty cn gn NTD hn hiu r cc sn phm ho
nhp nh th no trong cuc sng hng ngy ca NTD, t
tp trung hn vo vic coi h l Tri Tim ca mi
tng kinh doanh.
Tuy nhin, vic ny t c u t. Cc cng ty hay vin
dn l do nh sau:
Thiu thi gian
Cho rng l cng vic ca nhng b phn khc (marketing,
nghin cu th trng,...).
Thiu tin tng vo s cn thit ca vic ny.
1.2 CONSUMER & MARKET I NSI GHT
BC 1: HIU R NTD Consumer Insight
1.2.1 DIRECT CONSUMER CONTACT

CC PHNG PHP THNG DNG:
Ty theo mc ch, c 4 lai iu tra th trng:
Tm chin lc?
Pht trin tng?
nh gi cc yu t trong k hoch marketing?
Theo di din bin trn th trng?


1.2 CONSUMER & MARKET I NSI GHT
BC 1: HIU R NTD Consumer Insight
1.2.2 COMMON METHODS

TM CHIN LC:
Habit & Attitude Studies (H&A)
Cung cp thng tin v cch m NTD suy ngh v s dng sn
phm/ dch v
Kh t tin. Ch nn thc hin 4 nm mt ln
S mu: ti thiu 500
Xem v d cu hi mu
Sau khi lm H&A, nn t chc Hi tho nhm pht hin ra cc
c hi
Cn thn khi thit k cu hi: phi tr li c mt eiefu m
bn mun bit

1.2 CONSUMER & MARKET I NSI GHT
BC 1: HIU R NTD Consumer Insight
1.2.2 COMMON METHODS

TM CHIN LC:
Observation Studes (OS)
Quan st v Ghi nhn mi hnh vi ca NTD trong mi trng
t nhin ca h, nhng hnh vi ny quen thuc n ni NTD
khng th nh ni, do khng th phng vn h c!
Li ch:
Hiu c mt cch tng qut v NTD
Phc tho c sn phm, tng mi
Khm ph c cch NTD s dng sn phm so vi cch
c hng dn trn bao b
Hiu thm v cch h mua hng

1.2 CONSUMER & MARKET I NSI GHT
BC 1: HIU R NTD Consumer Insight
1.2.2 COMMON METHODS

TM CHIN LC:
Observation Studes (OS)
Nn dng camera thu li b sung thm cu hi: NTD ang
hnh ng nh th no v ti sao?
C 2 dng O/S chnh:
Nhn v khng xen vo
Quan st, t cu hi v o c cc thng s
Nn t chc Workshop c nhm c th s dng hiu qu
kt qu kho st

1.2 CONSUMER & MARKET I NSI GHT
BC 1: HIU R NTD Consumer Insight
1.2.2 COMMON METHODS

TM TNG MI:
Consumer Clincs
NTD c hi kin v tng mi v ghi chp li nhng
kjin, ngh ci tin
Nn thc hn giai an tng
R v nhanh hn cc phng php kho st nh tnh khc.
Mi nhm 6 ngi, c 3 nhm. Mi nhm a 15 NTD
tho lun
Mi ngi trong cng ty nn a ra tng
ng git tng qua sm! Hy pht trin han thin
tng!
C th s dng hnh nh, sn phm mu, bao b mu h
tr
1.2 CONSUMER & MARKET I NSI GHT
BC 1: HIU R NTD Consumer Insight
1.2.2 COMMON METHODS

TM TNG MI:
Qualitative research
khm ph suy ngh v hiu NTD.
Dng cc cu hi m tm hiu cho ti ci ngh thc s
ng sau cu tr li ca NTD v tp trung vo nhng ngh
t pht, tnh phong ph v chiu su ca cc cu tr li
c s dng nh cng c han thin v pht trin tng
hn l nh gi chng
C 2 cch:
Indepth interview
Group Dcussion


1.2 CONSUMER & MARKET I NSI GHT
BC 1: HIU R NTD Consumer Insight
1.2.2 COMMON METHODS

TM TNG MI:
Sequential recycling
Mi thnh vin trong nhm d n tin hnh phng vn mt i
mt vi NTD, trong lc cc thnh vin khc quan st
tho lun, tinh chnh tng trong mt khang thi gian qui
nh
Kt qu thu c gip thu c bng chng chng minh
tng
1.2 CONSUMER & MARKET I NSI GHT
BC 1: HIU R NTD Consumer Insight
1.2.2 COMMON METHODS

NH GI PHI THC MARKETING:
BAR Test
khm ph nhng cp Li ch v L do tin tm ra u l
s khc bit m NTD tin nht v thy c o nht
Sn phm ny . (Li ch) . Bi v .. (L do)
S Mu: 150 ngi
La 7 cu Li ch v 7 cu L do tin
Tiu chun:
quan trng
c o
Quan trng x ng tin
Quan trng x ng tin x c o
Trc khi lm BAR Test, hy test im khc bit. Ny NTD lc
khng thy s khc bit o rng, c th l tng qung co yu
hoc im khc bit khng mnh

1.2 CONSUMER & MARKET I NSI GHT
BC 1: HIU R NTD Consumer Insight
1.2.2 COMMON METHODS

NH GI PHI THC MARKETING:
Innocheck
y l mt kho st nh lng cng ty quyt nh tip tc
u t hay khng
Nu d n ln hn, c th phi lm STM (M phng th
trng)
S Mu: 150 NTD c a ra hi tnh c o v nh
mun mua, c v khng c gi

1.2 CONSUMER & MARKET I NSI GHT
BC 1: HIU R NTD Consumer Insight
1.2.2 COMMON METHODS

NH GI PHI THC MARKETING:
Pre-view advertising
y l kho st nh lng nhm nh gi phim qung co
S mu: 100 ngi
Cho NTD xem 5 an bng qung co khc nhau v hi:
an phim c t mc tiu truyn thng?
Nhn ra? Hiu? Nh v lin quan n thng hiu?
Kt qu thu c gip tinh chnh an phim trc khi i vo
sn xut chnh (rt tn km)


1.2 CONSUMER & MARKET I NSI GHT
BC 1: HIU R NTD Consumer Insight
1.2.2 COMMON METHODS

NH GI PHI THC MARKETING:
Product testing
y l kho st nh lng nhm nh gi sn phm
Branding
Blind
Branded
Concpet presence
C bn concept
Khng c bn concept
V tr Test
So snh hay n c mt sn phm
NTD so snh 2 sn phm cng lc
NTD c a ln lt tng sn phm
1.2 CONSUMER & MARKET I NSI GHT
BC 1: HIU R NTD Consumer Insight
1.2.2 COMMON METHODS

NH GI PHI THC MARKETING:
Product testing
Nn c mt sn phm i chng
C th l sn phm hin nay ca chng ta
C th l s dng cc tiu chun mong mun i chiu
(t hiu qu hn)
Cc vn test:
Xem NTD c chp nhn khng
Xem cc ci tin nh hng th no n cc s o
Xem cc cng thc mi c nh hng n cc s o
Hiu r sn phm i th cnh tranh
1.2 CONSUMER & MARKET I NSI GHT
BC 1: HIU R NTD Consumer Insight
1.2.2 COMMON METHODS

NH GI PHI THC MARKETING:
Product testing
S mu: 200 ngi, c th gim cn 150 nu sn phm khc bit qu
r
Ti thiu 100 ngi cho mi tiu nhm
Khng qu 25 thuc tnh cho mt sn phm, thang im 7, km theo
thang im 5 cho cu hi: c nh mua khng
Nn test c brand
Nu test khng brand, phi c bn concept
Nu sn phm khng th test unbranded v NTD c th nhn ra c,
nn t chc test concept sn phm c brand, v phn tch:
im tuyt i
im khc nhau gia concept (mc mong i) v sn phm
(mc mang li)
1.2 CONSUMER & MARKET I NSI GHT
BC 1: HIU R NTD Consumer Insight
1.2.2 COMMON METHODS

NH GI PHI THC MARKETING:
Simulated test market (STM)
L kho st nh lng nhm:
NTD c xem concept (qung co, bao b, gi c) v tr
li cu hi nhm c lng mc Mua th
NTD S dng sn phm nh, sau c hi c
lng mc d Mua tip
Thit lp cc thng s gi nh v th trng (mc
nhn bit v h thng phn phi) c lng s lng
tiu th
S Mu: 200 ngi

1.2 CONSUMER & MARKET I NSI GHT
BC 1: HIU R NTD Consumer Insight
1.2.2 COMMON METHODS

THEO DI DIN BIN TRN TH TRNG:
Brand Health Check (BHC)
Nhm nh gi tnh trng sc khe ca thng hiu so vi i
th cnh tranh
Cc yu t v hot ng: Thng hiu c c nui
dng v c mt rng ri i vi NTD?
Tm tr ca NTD: Mc d nhn bit Thng hiu? c
nhn thc nh th no?
S mu: 400

1.2 CONSUMER & MARKET I NSI GHT
BC 1: HIU R NTD Consumer Insight
1.2.2 COMMON METHODS

THEO DI DIN BIN TRN TH TRNG:
Brand Health Check (BHC)
Hnh vi mua hng
Value share
Sales & Sales Grwth
Penetration
Loyalty
Consumer Mind and Quality
Brand Awareness Spontaneous
Perceived quality Is a high quality brand of
Taste Taste better than other brand of
Value Is high quality for the price you pay
Relevance Meets the needs of you and your family
1.2 CONSUMER & MARKET I NSI GHT
BC 1: HIU R NTD Consumer Insight
1.2.2 COMMON METHODS

THEO DI DIN BIN TRN TH TRNG:
Brand Health Check (BHC)
Operational Factors
Distribution
Relative Price
SOS / SOM Share of Spend / Share of Market
1.2 CONSUMER & MARKET I NSI GHT
BC 1: HIU R NTD Consumer Insight
1.2.2 COMMON METHODS

THEO DI DIN BIN TRN TH TRNG:
Brand Health Check (BHC)
Ngai ra:
Purchasing Behaviour
Discounted share (Th phn sau khi loi b cc yu t nh
gim gi, qung co, khuyn mi, )
Consumer Mind and Quality
Consider Nhn bit nhn hiu v khng t chi cc tnh
cht
Superior Thy thng hiu tt hn t nht trn mt tnh
cht
Khc bit Khc bit v tt hn t nht trn 1 tnh cht
1.2 CONSUMER & MARKET I NSI GHT
BC 1: HIU R NTD Consumer Insight
1.2.2 COMMON METHODS

THEO DI DIN BIN TRN TH TRNG:
Brand Health Check (BHC)
Ngai ra:
Consumer Mind and Quality
Actual quality T mt yu t k thut hoc mt test
unbranded
Consumer Complant (if available) S lng trn chai
bn ra
Category Specific Statement 4 tnh cht ch yu
Popularity (ty) ang tr thnh ph bin
Promotional Presure Th phn ca cc hat ng
khuyn mi
1.2 CONSUMER & MARKET I NSI GHT
BC 1: HIU R NTD Consumer Insight
1.2.2 COMMON METHODS

THEO DI DIN BIN TRN TH TRNG:
Brand Health Check (BHC)
Superiority Attributes
Performance (non foods), Likeability
Rejection Attributes
Too expensive, Too cheap, Tastes worse (food), Poor
Performance (non-food), Not relevant, Poor Value
1.2 CONSUMER & MARKET I NSI GHT
BC 1: HIU R NTD Consumer Insight
1.2.2 COMMON METHODS

THEO DI DIN BIN TRN TH TRNG:
Post Launch Evaluation
a ra cc iu chnh chin lc marketing
Thng thng thc hin lin tc mi thng trn 12 thng u
sau khi tung
S mu: 250 ngi / thng
1.2 CONSUMER & MARKET I NSI GHT
BC 1: HIU R NTD Consumer Insight
1.2.2 COMMON METHODS

THEO DI DIN BIN TRN TH TRNG:
Consumer Panel Data
L tp hp nhng h hoc c nhn ng cung cp thng tin
v sn phm h mua
Cho thy:
Th phn ca cc ca hng
Mc d trung thnh ca cc ca hng
CH ra cc thng hiu m NTD s b ri ca hng v
khng c hng
Phn tch nhng t hp thng hiu m NTD c th mua
nhiu nht
1.2 CONSUMER & MARKET I NSI GHT
BC 1: HIU R NTD Consumer Insight
1.2.2 COMMON METHODS

THEO DI DIN BIN TRN TH TRNG:
Retail Data
S liu c thu thp t cc ca hng chn sn phn nh
th trng
Dng o th phn v tnh hnh th trng vi di th cnh
tranh

1.2 CONSUMER & MARKET I NSI GHT
BC 1: HIU R NTD Consumer Insight
1.2.2 COMMON METHODS
Y MNH VIC TM HIU SUY NGH NTD
Mc ch: Nhm gim bt thi gian trong cc cng
vic:
Vic giy t, hnh chnh
Kim tra cht lng thng tin
Gim thiu vic nghin cu cc yu t c th d
on trc
Nghin cu b lp li
CONSUMER & MARKET I NSI GHT
BC 1: HIU R NTD Consumer Insight
DEVELOPMENT OF CMI
Y MNH VIC TM HIU NTD V TH TRNG (CMI)
T dnh c nhiu thi gian hn cho cc vic:
Chun b v qun l cc d n c tm chin lc cao
Tm kim cc cch thc hiu r v d bo ngh ca
NTD
Tng hp cc yu t thnh tri thc hnh ng
Xy dng cc H s t liu (profile) v NTD
Hng dn ng nghip khi i tip xc trc tip vi NTD
CONSUMER & MARKET I NSI GHT
BC 1: HIU R NTD Consumer Insight
DEVELOPMENT OF CMI
NH GI TIN TRNH THC HIN (CMI scorecard)
Nhng g nh lng c mi l ca bn!

CONSUMER & MARKET I NSI GHT
BC 1: HIU R NTD Consumer Insight
Ni dung thc hin CMI Ch s nh gi (KPI)
Key Performance Indicator
Hin ti Mc tiu
Tip xc trc tip vi NTD -% manager trc tip gp NTD 1 ln
trong 1 qu
- TB s ln gp trong 1 qu
Tp trung vo Thng hiu
chnh
- Tn sut TB ca Brand Health review
trong nm
- % ca leading brands
Mc s dng cc phng
php nghin cu th trng v
cc supplier
-Cc phng php c s dng v s
lng cc supplier c dng
Mc chia s thng tin S dng Consumer World:
-- S ln truy cp theo tng ch
-- S lng cc bo co v bn tng kt
c c b sung
-- S lng Docket c b sung
CMI SCORECARD
NH GI TIN TRNH THC HIN (CMI scorecard)
Nhng g bn nh lng c l ca bn!

CONSUMER & MARKET I NSI GHT
BC 1: HIU R NTD Consumer Insight
Ni dung thc hin CMI Ch s nh gi (KPI)
Key Performance Indicator
Hin ti Mc tiu
Mc hiu bit chin lc
(More strategic understanding)
Annual Strategic Understanding Plan
agreed
MR budget % strategic vs operational
Mc hiu ngh NTD S lng Insight Platform trong ngn
hng d liu Consumer World
Qung b hiu bit v NTD -S lng manager c o to v
Insight Activator
-S lng cc event c t chc
m rng phm vi o to

CMI SCORECARD



CONSUMER WORLD
BC 1: HIU R NTD Consumer Insight
Khi nim:
Consumer World l h thng d liu trc tuyn v NTD.
Tm quan trng:
L kho kin thc ton din v NTD.
Trnh vic ti iu tra v cng mt vn .
Ni dung: gm 4 bc (?)
H thng bo co (Reports Library)
Kinh nghim Hng dn thc hnh
Cc Manager trong h thng
Cc bn brief v h s d n
I NSI GHT ACTI VATOR
BC 1: HIU R NTD Consumer Insight
Khi nim:
Insight Activator l b cng c sng to gip cho vic tip
xc vi NTD. T , nhng insight ca sp c in vo nhu
cu thc s ca NTD v cuc sng ca h.
Tm quan trng:
L cng c chnh trong project Hiu r NTD, bin CMI tr
thnh tri tim ca vic xy dng thng hiu v gip hon
thin Insight Platform cho qu trnh pht trin thng hiu.
Thc hin: Gm nhiu giai on:

I NSI GHT ACTI VATOR
BC 1: HIU R NTD Consumer Insight

Xc nh: mc ch iu
tra (dng nh v, lm
mi, qung b hay xy
dng thng hiu?); i
tng iu tra v thnh
lp mt nhm lm vic tp
trung v hiu qu.

Tp hp nhng kin thc,
kinh nghim v phng
hng ca nhim v iu
tra; xc nh r nhng l
hng v nhn thc, t ra
cc gi thuyt trc khi
bc vo cuc iu tra.

M rng hiu bit v tm
suy ngh bng cch s
dng: cc kinh nghim;
cc d on v NTD; cc
mi quan h cng tc bn
ngoi; d liu t nhng
cuc iu tra trc .

Thu thp cc d liu, tm ra
mi tng quan, kim tra
v lp nhp Insigh Platform
qua cc bui hp chuyn
su.


La chn 1 Insight
Platform tt nht cho
BOSCARD, hoc cho vic
xy dng thng hiu,
hoc to ra cc tng
mi.

Nhp d liu thu thp
c cho mc Insight
trong Consumer World;
cho mc hiu bit khch
hng tim nng,... chia
s ngun ti nguyn
I NSI GHT ACTI VATOR
BC 1: HIU R NTD Consumer Insight

INSIGHT L G?
INSIGHT l tng
xy dng Thng Hiu da trn nhng
hiu bit su sc v NTD.
I NSI GHT ACTI VATOR
BC 1: HIU R NTD Consumer Insight
PLATFORMS
Lp Insight Platform qua 6 bc theo th t.
Insight Platform c xy dng da trn s hiu
bit su sc v NTD.
Platfrom l form tng c th a vo thc hin
c.
Insight Platform c lu gi trong Consumer
World, cho mc ch chia s thng tin.

I NSI GHT ACTI VATOR
BC 1: HIU R NTD Consumer Insight
PLATFORMS
1. QUAN ST (OBSERVATIONS)
L tt c nhng g nhn thy,
nghe thy, c c,... gip
gii thch c hnh vi ca
NTD.
2. TNG (INSIGHTS)
Mt tng l mt lin tng
hoc mt gi xy dng
thng hiu, xut pht t s
hiu bit su sc v NTD.
3. TNG HP TNG
(PLATFORMS)
L tp hp nhng tng
xut sc nht p ng c
cc mc ch: kinh doanh tp
trung, lm mi, qung b,...
mt thng hiu no .
I NSI GHT ACTI VATOR
BC 1: HIU R NTD Consumer Insight
Phn loi c v tp trung vo tm hiu nhng i hi ca NTD.
Phn tch mt cch nghim tc nhng hiu bit hin c v NTD trc
khi bt u tm hiu nhng kha cnh mi.
M ra nhiu hng nhn mi v NTD v hnh dung mt cch sng to
nhng ng dy ni thng hiu vi NTD.
Khuyn khch tnh sng to v hng ngoi ca i ng lm vic.
Tng bc xy dng cch lm vic c tri nghim v c phn tch.
Lun xc nh ng v tr ca NTD l tri tim ca mi hot ng kinh
doanh.
Hoch nh Con ng Pht trin Doanh nghip.
NHNG HIU QU M INSIGHT ACTIVATOR MANG LI !
BENEFITS
I NSI GHT ACTI VATOR
BC 1: HIU R NTD Consumer Insight
Tun 1: PAUSE
Hp nh ra k hoch hot ng, thng qua BOSCARD.
Tun 2 n 4: REWIND
Tng hp cc d liu hin c v NTD
Xem li hoc lp Bn nghin cu th trng (Docket)
Phng vn nhng ngi c kinh nghim iu tra
Lp Incident Room
Thc hin Consumer Shoes
Hp tng kt kin, chia s quan im, vch r nhng l hng (im yu) v
lp k hoch cho cc bc tip theo.
TIN TRNH THC HIN
ACTIVITIES
I NSI GHT ACTI VATOR
BC 1: HIU R NTD Consumer Insight
Tun 5 n 8: FORWARD
Tung i ng i tip xc NTD; cng tc vi cc n v nghin cu th
trng khc.
Tun 9 n 11: MIX
T chc hi tho MIX
Khm ph, phn tch NTD
Thng qua Insight Platforms
Tun 12: PLAY
Hp la chn Insight Platform v k hoch hnh ng
Cng b bn nghin cu th trng
Tun 12+: RECORD
Nhp cc Insight Platform c la chn vo ngn hng d liu
Consumer World.
TIN TRNH THC HIN
ACTIVITIES
BRAND HEALTH
BC 1: HIU R NTD Consumer Insight
Khi nim:
Sc khe ca thng hiu (Brand Health) l cng c gim
st v ng ph trong mi trng cnh tranh vi cc sn
phm cng loi khc.
Tm quan trng:
Ko di chu k sng ca sn phm l vn sng cn
trong mi trng cnh tranh khc lit gia cc sn phm
cng loi hin nay.
Thc hin:
T chc hp ti nh gi v Sc khe thng hiu
iu tra thng k v sc khe ca thng hiu
Nhp d liu vo BrandScan
BRAND HEALTH
BC 1: HIU R NTD Consumer Insight
Cc t Ti nh gi phi c t chc ti thiu 6 thng/ln, l
tng nht l 3 thng/ln.
Ch tr cuc hp nn l MKT Director v thnh phn tham d
nh sau:
i ng ph trch v thng hiu (brand team)
Cc cng s v lnh vc qung co
i CMI
Cng ty nghin cu th trng
Kt qu ca cc t Ti nh gi:
Quyt nh cc chin lc qung co: tng / gim / ko
Cung cp d liu cho vic lp k hoch truyn thng.
REVIEW MEETINGS
BRAND HEALTH
BC 1: HIU R NTD Consumer Insight
L h thng d liu c thu thp, lu gi, truy cp
v trnh by di nhiu dng, phc v mc ch
review thng hiu di nhiu gc khc nhau.
VD: Cho cc Cty con, cho nhu cu chia s, so snh, nh
dng sn phm,...

BRANDSCAN
BRAND HEALTH
BC 1: HIU R NTD Consumer Insight
MEASURES
Phm vi phn nh trong BrandScan nh sau:

Mua hng (Purchasing)
1. Value share
2. Total Turnover
3. Penetration (mc xm
nhp)
4. tin cy (loyalty)
Lu thng (Operational)
5. Phn phi
6. Relative price
7. Th phn
8. Promotional Pressure
Consumer Mind
9. thuyt phc (Conviction)
10. Li ch (Advantage)
11. Acceptable performance
12. Relevance
13. Presence
14. Consumer complaints
15. Spontaneous Awareness
16. Ever bought/used
17. Too expensive
18. Too cheap

19. Do not appeal
20. Do not meet needs
21. Worse taste/performance
22. Poor quality for the price
23. Appeal more
24. Better taste/performance
25. Better quality
26. Better value
27. Different
BC 1: HIU R NTD Consumer Insight
Cc cng c phc v vic Hiu r Ngi tiu dng:
1. Planner Tool
L cng c gip cho Strategic Understanding tp trung vo
cc mc tiu nh sn; gip hiu r v NTD, th trng v
thng hiu.
2. Insight Activator Tool
L cng c hiu qu to ra cc Insight.
3. Brand Scan Tool
L cng c qun l cc d liu v NTD mt cch khoa hc.


(Ni dung c th ca tng cng c trong cc file nh km)
BC 1: HIU R NTD Consumer Insight
PLANNER TOOL
BC 1: HIU R NTD Consumer Insight
INSIGHT ACTIVATOR TOOL

Bc u tin l xc nh ni dung iu tra (insight task), NTD
mc tiu v thnh lp i iu tra.
Bng cch tp trung trc tin vo vic xc nh r nhng
g cn iu tra, chng ta s nh trng khch hng, theo
ng cch v vo ng thi im.
PAUSE trnh c vic tn cng sc v tin ca vo iu
tra m khng bit mt cch r rng V SAO chng ta cn
iu tra v chng ta cn iu tra CI G?
INSIGHT ACTIVATOR TOOL
Pause wHAT ?
i trng khoanh vng iu tra v NTD ( ngh v insight)

m bo iu tra c nhu cu ca NTD v mi gc
.
Th thch mc ng n ca nhng d bo v
th trng.
Hiu r kht vng ca cuc iu tra trc khi trin
khai lc lng.
PAUSE c coi l bc Khi ng, gi s trc
khi bc vo cuc ua.

INSIGHT ACTIVATOR TOOL
Pause wHy ?
Cc bc thc hin:
1. Thnh lp i ng v nh gi hin trng
2. Xc nh r mc tiu v nhim v
3. Insight Platform
4. Draft Insight Project plan
INSIGHT ACTIVATOR TOOL
Pause how ?

i trng lp bng nhp BOSCARD (Background,
Opportunity, Scope, Constraints, Assumptions, Resource &
Deliverables).
Thit lp mt i ng vi nhiu thnh phn tham d.
Meeting tho lun v ni dung cng vic, khch hng mc
tiu, d on nhng thch thc ca vic iu tra.
Ton i lm bi tp Fresh Eye v Visioning Success
Circle.
1. Thnh lp i ng v nh gi tnh hnh:
INSIGHT ACTIVATOR TOOL
Pause How ?
INSIGHT ACTIVATOR TOOL
Pause How ?
Background
Ni dung cc nhim v cn thc hin? Trc y thc
hin ntn?
Opportunity
Mc tiu t ra l g? Mc tiu no l ln nht? C tc ng
g n NTD?
Scope
S nhm ti khch hng mc tiu no? D n s thc hin
trong bao lu?
Constraints
Nhng gii hn no v thi gian, cng ngh, ngn sch, sn
phm, hot ng,... c chp nhn?
Assumptions
Nhng tng kh thi no c, hoc cn c ph
chun, hoc cn nghin cu thm?
Resource
Nhng ai s l ht nhn ca d n? Tm kim thng tin t
ngun no? Nhng yu t cn thit thnh cng?
Deliverables
Vic iu tra ny c mc ch g? Hn thc hin?



INSIGHT ACTIVATOR TOOL
Pause How ?
HC MT CCH NHN TON DIN V SNG TO!

Chia i vin thnh cc nhm t 2 3 ngi.
Phn chia cc cu hi thnh tng list, giao cho cc nhm
tho lun.
VD: Tiger s i ph vi vn A ntn?
Mt em b 7 tui s c cm ngh g v vn B?
Tp hp ton i, chia s nhn nh gia cc nhm.
Tp hp cc kin, s dng iu chnh BOSCARD sau
ny.



INSIGHT ACTIVATOR TOOL
Pause How ?
nh gi thch
thc di nhiu
gc khc
nhau!
Hnh dung thnh
cng s lm thay
i th gii ntn!



INSIGHT ACTIVATOR TOOL
Pause How ?

Mi thnh vin trong i tr li cc cu hi trn theo
form.

Chia s quan im ca cc thnh vin vi ton i
v lp Visioning Success Circle (Bnh xe thnh
cng) ca i.

Dng hon thin BOSCARD.



INSIGHT ACTIVATOR TOOL
Pause How ?
2. Xc nh r mc tiu v nhim v

Dng bn nhp BOSCARD tho lun v tng kha cnh.

Da trn cc kin ng gp, i trng a ra bn
BOSCARD cui cng.

Thng qua bn BOSCARD.



INSIGHT ACTIVATOR TOOL
Pause How ?
3. Thu thp phiu iu tra (Insight Platform):

Cn thu thp y cc phiu iu tra, t gip cho i
iu tra bit h ang hng ti u v lm cch no t c
iu .

Nhng phiu ny c dng xy dng Insight v Platform
trong giai on MIX.

Insight Platform s c gii thch r trong MIX.



INSIGHT ACTIVATOR TOOL
Pause How ?
4. Draft Insight Project Plan:

Cng c Draft Insight Project Plan c dng xc nh r
nhim v v trch nhim ca i v cc bn lin quan.

Son tho Project, xc nh lch trnh thc hin v cc mc
chnh ca Project.

Chng ta sn sng REWIND!





INSIGHT ACTIVATOR TOOL
REwind what ?

REWIND l giai on h thng li, nh gi v khi dy
nhng Hiu bit, Kinh nghim hin c, Phng hng c
xc nh trong BOSCARD (Oppotunity).

Mc ch l tt c thnh vin trong i know what we
know, gip h c nhng nh gi, t ra cc gi thuyt c th
xy ra v hiu r cc l hng v nhn thc hin c.

H thng li nhng Hiu bit, Kinh nghim v Phng hng !

Phn ng u tin ca chng ta khi xy dng mt insight
mi l yu cu phi lm mt cuc iu tra mi, thay v xem
li nhng d liu qu gi c sn.
Theo thi gian, iu ny lm cho cc d liu b lp li, tht
thot cc nghin cu trc , khng to thm nhng hiu
bit mi v khch hng. Nhng insight cn tm tr nn kh
nm bt.
Consumer World Database l mt gii php. Nhng tt nht
l thc hin vic kim tra bt buc nhng kin thc hin c
(v d liu v kinh nghim) trc khi bt u mt cuc iu
tra mi.

*) Nhng pht minh khoa hc quan trng bt ngun t vic
nghin cu cc d liu hin c di nhng gc mi m
hn.


INSIGHT ACTIVATOR TOOL
REwind why ?
1. Thng qua REWIND plan
2. Kim tra li kin thc
3. Phng vn nhng ngi c kinh nghim
4. t mnh vo v tr ca NTD
INSIGHT ACTIVATOR TOOL
REwind How ?
1. Thng qua REWIND plan
REWIND plan bao gm c nhng phn tch chnh thc v
iu tra khng chnh thc v kin thc, kinh nghim v
phng hng; ng thi phn cng r Ai lm Vic g,
u v Khi no.
S dng cng c Incident Room lu gi nhng thng tin
tm hiu c v nhng tng c khi dy.
(?): Ni r hn v Incident Room
INSIGHT ACTIVATOR TOOL
REwind How ?
2. Kim tra li kin thc

Consumer World Database l ni u tin cn ving thm.
Xem li Docket v mc Insight.
C th cn vit li Docket cho i tm tt li what we
know.
Cc thnh vin trong i t x l thng tin t cc d liu
hin c hoc t interview.
Mc ch l xy dng cc bn tng kt v kin thc hin c
v nhng vn chnh cn iu tra.

INSIGHT ACTIVATOR TOOL
REwind How ?
3. Phng vn nhng ngi c kinh nghim

S dng cng c Whip Email Request gi email ti cc
chuyn gia v thng hiu, k thut, nh sn xut, hoc
chuyn ngnh trong cc lnh vc lin quan thu thp d
liu t h.
Phn cng mt thnh vin trong i thu thp thng tin phn
hi. Thc hin phng vn trc tip hoc qua in thoi.
Cng c Insight Interview Guide s gip cho vic phng vn
ny.
INSIGHT ACTIVATOR TOOL
REwind How ?
4. t mnh vo v tr NTD
S dng cng c Consumer Shoes kim tra cc gi
thuyt v khong cch v hiu nhau gia i v NTD. Qu
trnh ny gip i xm nhp vo th gii NTD v nh
ng mc tiu.
Trong sut qu trnh tm hiu NTD, ton i cn s dng
cng c Listening Tool hon thin k nng lng nghe v
thu thp cc thng tin cn thit.
Cui cng, ton i cn tng kt li nhng hiu bit quan
trng v NTD, v nhng khong cch vi h c i
lp y.
Chng ta sn sng FORWARD!
INSIGHT ACTIVATOR TOOL
Rewind How ?
BC 2: NH V THNG HIU
Khi nim:

Sc mnh ca mt thng hiu nm NIM TIN
m NTD t vo thng hiu
Nhim v ca chng ta l lm r cc yu t:
Thng hiu ca chng ta gm c nhng g
Thng hiu c th tr thnh nh th no v
Nhng bc c th pht trin thng hiu

BC 2: NH V THNG HIU
Cc yu t:
Mi trng cnh tranh
Khch hng mc tiu
Suy ngh ca NTD
Li ch
S khc bit
L do tin
Gi tr & tnh cch


BC 2: NH V THNG HIU
Mi trng cnh tranh:
y l cch m NTD nhn thy thng hiu ca bn trong
tng s nhng la chn m h c th c
M t c mi e da v c hi c nh hng n th trng
Gip bn on c tng lai th trng nh th no (m
Kt qu NCTT v Bo co Bn hng khng ni ln)
Bao gm c m t c im ca th trng. V d: c qu
nhiu sn phm mi n mc, NTD khng bit c ci
no l ca thng hiu no!
Mt thng hiu mnh lun l good value for money,
nhng bn phi bit thng hiu cnh tranh trong tng
lp / level no: thp, trung, cao,
BC 2: NH V THNG HIU
Mi trng cnh tranh:
V d:
Swatch: cnh tranh trong ng h r tin v fashion
Dove bar: Cnh tranh trong th trng x bng cht lng cao,
v x bng ra mt (nivea, Olay), v li ko ph n t b lai
x bng thng thng
BC 2: NH V THNG HIU
Khch hng mc tiu
M t con ngi v tnh hung m , thng hiu ca
bn l s la chn tt nht
Lu : khi qung co, cha chc i tng qung co li l
i tng ny!
Cng sit cht khch hng mc tiu, thng hiu ca bn
cng hp dn KH Mc tiu
V d: McDonalds hp dn tt c nhng ai mun lm cho bn
tr hnh phc: Mc Donalds hp dn tt c bn tr mi lc mi
ni, v c lc cho ngi ln!
BC 2: NH V THNG HIU
Mi trng cnh tranh:
V d:
Dove bar: Ph n 30-50, bt u cm thy da kh
BC 2: NH V THNG HIU
Suy ngh ca NTD:
y l ngun gc ca mi chng trnh marketing thnh
cng
Qu trnh to ra tng nh sau:
Tp hp thng tin: NTD ngh v lm nh th no
Hiu c Ti sao h lm nh vy
Cng ty bn c th lm g tha mn nhu cu ny mt cch
mi?
T chc trin khai gii php ca bn ra th trng
Thng th kt qu cho ra l mt vi tng, bn phi la
chn ci no ph hp nht, quan trng, v l tin to
ra li th cnh tranh ln nht
BC 2: NH V THNG HIU
Suy ngh ca NTD:
Phn lai:
sng to ra sn phm/thng hiu/ngnh hng mi
Tm tng qung co mi
nh v thng hiu
..
BC 2: NH V THNG HIU
Suy ngh ca NTD:
Cc phng php thu thp Suy ngh NTD:
Tp hp suy ngh ca NTD v:
Cch m sn phm em li cho h hin gi
Cm tng khi sn phm khng p ng mong i
Cm tng khi sn phm vt qu s mong i
V d:
Ponds: Th trng Kem dng da ang c qu tri th! Ti
cn tm th no c th tin c!
BC 2: NH V THNG HIU
Li ch:
L gii php mi cho mt vn ca NTD
Hoc l mt cch no mi ci thin mt vi kha cnh
no ca cuc sng ca h
Cc sn phm thng ging nhau, nhng sn phm ca
bn phi lm cho NTD mc tiu thch ci ca bn hn!
C 3 loi li ch:
L tr
Tnh cm
Xc gic
BC 2: NH V THNG HIU
Li ch:
V d:
Rolex c mua v tnh cm: Chng phi v thi gian g ro!
Dove: em li cm gic n tnh, mt duyn ngm cho bn!
Khi bn c qu nhiu li ch, hy tinh gim bt chn ra
ci g l ci khc bit nht, v c u th cnh tranh nht!
Bo m li ch l tr v tnh cm n r vi nhau!
Bt git cha cht ty mnh khng th l ni l to ra mm
mi cho vi c!
BC 2: NH V THNG HIU
Gi tr v tnh cch:
Gi tr: Thng hiu i din cho ci g? Da trn nim tin
g bn v con ngi v x hi bn thay i s la
chn?
Tnh cch: l cch m Thng hiu c x, k c phong
thi ca chng trnh qung co
Hy hi NTD h ni vi bn l h xem ci g l gi tr v
tnh cch ca thng hiu!
Gi s thng hiu ca bn bin thnh mt ngi, ngi
s nh th no? Ngi tin vo iu g?

BC 2: NH V THNG HIU
Gi tr v tnh cch:
V d:
Dove:
Bn ch tin vo ngi tht vic tht
Ponds:
Bn ch tin vo Vin Nghin Cu Khoa hc
ng dng nhng t chung chung qu lm NTD hiu
lch!
Dove:
Danh d
N tnh:
Dove tin rng ph n nn c n tnh
l nhng nt du dng, khng khoa trng!

BC 2: NH V THNG HIU
L do tin:
D bn sng to ra mt li ch g m khng c l do tin,
th iu d cng v ch
L do tin c th l:
Chi tit ca sn phm
Ai gii thiu
Ngi opinion leader s dng
Sn phm thy au, v/ hoc c ngi ti tr, lin kt
Da trn lch s v uy tn ca cng ty
C th ch n gin l nim tin, ngi lm chng v chuyn
gia no ni
Khng hn l mt bng chng trc tip, th d mt ci nt trn
cnh tay o ca Dunhill thc ra chng lm g c, nhng li ni
ln cht lng ca c sn phm!
BC 2: NH V THNG HIU
L do tin:
V d:
Dove: Cha kem dng da
Close-up: Gel trong sut!
Levis: c cc nhn vt s dng!
Rolex: c cc nhn vt thnh cng s dng, lm t ch mt
ming kim lai!
Nn dng BAR test kim tra li 2 yu t Benefit v
Reason to believe!:
Quan trng?
Tin c
c o
3 li ch khc nhau, mi li ch c 3 l do tin khc
nhau
BC 2: NH V THNG HIU
im khc bit:
L im khc bit m NTD s chn mua Brand ca bn
L yu t kh suy ngh ra nht
Cc yu t lm cho NTD hiu c Thng hiu ca
bn, gi bn cn vit mt an tm tt NTD chn mua
thng hiu ca bn
Nhng an vn nh:
khng qu 40 t
C cu ph s khng th to ra s khc bit!
Do bn cn bit la chn v hy sinh!
BC 2: NH V THNG HIU
im khc bit:
C th l
Mt l do tin: Organic nui tc t gc!
L li ch: lm mt tc trong khi lm sch!
L gi tr tnh cm: t tin vo chnh mnh: Du thm cK!
Bo m:
Quan trng
Tin c
Khc bit


BC 2: NH V THNG HIU
im khc bit:
V d:
Dove:
L lai sn phm ra mt cho ph n 30-50 bt u cm
thy da kh. Dove khng lm kh da v n c cha
kem dng da
Sau khi suy ngh, bn chn la cch m NTD s ni v s
khc bit nh sau:
Ch c Dove l khc bit. N khng lm kh da, bi v
n c cha kem dng da

BC 2: NH V THNG HIU
im khc bit:
Bn phi dng ngn ng ca NTD!
Vit li ch trong mt cu!
Tiu chun:
c o v khc bit?
Tng thch vi cc yu t khc trong nh v sn phm?
C lin quan ti suy ngh ca NTD?
V d: vi Cif
Suy ngh: Ti mun gi b mt nh lng bng. Phin nht l lau nh
c th lm try!
im khc bit:
Ch c Cif mi bo v mt sn trong khi lau, bi v vi Cif
khng c chuyn mu thun gia lm sch v bo v b mt!

BC 2: NH V THNG HIU
im thit yu:
im quan trng nht v khc bit nht xc nh thng
hiu ca bn!
Yu cu:
Phi d nhn din t mi gc nhn v hnh ng ca thng
hiu, k c nhng sn phm pht trin sau ny (extension)
C th l mt t hoc vi t
Nhng buc phi l MT SUY NGH DUY NHT!
Khng d cht no!
y l tinh cht ca thng hiu, trong khi im khc bit li
l tinh cht ca u th cnh tranh!
Kh ging nhau nu thng hiu ca bn dng li ch l tr l
chnh, v rt ging nhau khi thng hiu da trn gi tr l
chnh!
BC 2: NH V THNG HIU
im thit yu:
Vi li khuyn
ng vit ci g thng thi qu! N c th che mt ngha tht
Ci g c din t dn gin
Ci g d hiu
V d:
Cif: Vui v vi nh ca!
Ponds: Sc p tht m ti tin!
BC 2: NH V THNG HIU
Qui trnh:
Bc 1: Thnh lp nhm
Cc htnh vin cng c nhiu kinh nghim cng tt
Nhm nn nh hiu qu
C th mi nhng ngi khc khi cn thit
Phn cng vai tr ca tng ngi
Tp hp cc thng s tan di hiu tnh hnh thng hiu
nh th no
BC 2: NH V THNG HIU
Qui trnh:
Bc 2: o su suy ngh
nh v thng hiu l nhm tm ra cch l tng nht NTD
nn nhn thy thng hiu ca bn. Do bn phi tht s
hiu NTD
Kinh nghim:
Tp hp cng nhiu tnh hung m NTD tip xc vi
thng hiu ca bn cng tt
c ti liu NCTT pht hin nhng nhu cu hoc mong
i t thng hiu, hoc so snh vi i th cnh tranh
(v c im, hnh nh, mc d p ng )
Ni chuyn vi cc nh k thut, nhn vin, cng ty i tc,
khch hng v c bit, ngi hiu rnh lch s thng hiu
BC 2: NH V THNG HIU
Qui trnh:
Bc 2: o su suy ngh
Xem li tan b qu trnh truyn thng thng hiu (khng ch
trn TV m cn trn c mi knh). Nn nh TCT khng ch
n gin l cc sn phm cng lai, m cn c th l t cc
ngnh hng khc!
Nhn vo xu th th trng: thng hiu ca bn nh hng
nh th no n i sng NTD v xu th ang thay di
nh th no?
Kim tra xem thng hiu ca bn ang nh th no ngai th
trng, (so snh kin ca nhng nhm NTD khc nhau:
ngi ang s dng v khng s dng, vi lch s thng
hiu s rt c ch cho bn)
BC 2: NH V THNG HIU
Qui trnh:
Bc 2: o su suy ngh
t cu hi:
C cch no ngnh hng / thng hiu c th ci
thin cuc sng ca NTD? (Mt a b kh ro gip cha
m ng ngon)
C mt nhu cu mu thun no m NTD phi i ph?
(Ngi m cn git v phi c thi gian cho gia nh)
Sn phm ca bn em li li ch g quan trng, ai s
nhn ra iu ?
Tiu chun tuyt vi trong ngnh l g? Ai l ngi
c ngng m nht?
Vi mi cu tr li bn c, hy hi tip: Ti sao vy?
BC 2: NH V THNG HIU
Qui trnh:
Bc 3: a ra vi gi nh
Sau khi c d liu, hy t chc hi tho xem xt li
N lc u tin khi nh v sn phm thng lm bn pht
hin ra nhng l hng v kin thc
Bn cng c th tm ra nhiu phng n nh v khc nhau
Sau khi c c Bn phc tho nh v ban u, hy tm
nhng ngi khng lm trong d n ni li theo ngn ng
ca h xem bn didjnh v ca bn ni vi h u g?. Hc c
th ch ra cho bn nhng im khng nht qun Tan b
bn nh v phi c nhn thy l nht qun
Cui cng kim tra li chin lc thng hiu Bn nh v
ny c h tr cho chin lc thng hiu? N c th m ra
nhiu hng khc hay n s gii hn? N c lm trn vai tr
ca thng hiu trong cc sn phm ca cng ty hay trng
nhau? Hay lch?
BC 2: NH V THNG HIU
Qui trnh:
Bc 4: nh gi bn phc tho
Bn nh v l c s cho tng marketing sau ny. Bn c
th d xt n vi NTD, nhng bn khng th dng h nh
gi n. Tuy nhin, phn ng ca h c th cung cp nhiu
eu bn nh gi
Cc phng n nh v khc:
nh gi Bn nh v, bn cn vi phng n lmn
chun. Bn c th dng tng d nht trong cc tng
lai b dng lm mu chun
Bn c th dng cch cc im ha vi yu t trong Bn nh
v ban u v d, khai thc yu t mo him, c th hi:
vui v hay nguy him. Tuy nhin ti a ch test 4 phng n
BC 2: NH V THNG HIU
Qui trnh:
Kch thch suy ngh:
C th vit vn, theo ngn ng ca NTD vi hnh nh h tr
tng, hnh nh, con ngi
Bao b, sn phm phn nh cc yu t ca Bn nh v
ng s dng phim qung co/ hat hnh vo lc ny N lm ngi
ta ngh nhiu qu v cng t tin
Cc phng php sng to khc:
Bo NTD tng tng ra lai ngi m thng hiu phn
nh
Nu thng hiu l mt ci xe, ng h, mn hng thi trang

Khi tng tng nh vy, bn c th xc nh u l bin gii
ca thng hiu, au l ci th i ti, u l khng (l bin
thnh n hoc chic xe hi)
BC 2: NH V THNG HIU
Qui trnh:
Kch thch suy ngh:
NTD c hi khng phi nh gi bn nh v trc tip,
m l gip bn tr li cho cc cu hi sau:
C lin quan?
C c o ? khc bit?
C thng nht? Cc yu t c n r vi nhau?
Tin c im khc bit v L do tin mnh?
Tm li, nu Bn nh v ca bn khng cha mt s khc
bit m NTD c th tin c, khng khc bit vi TCT,
khng c ym tr bi mt l do tin, khng hi ha vi
cc yu t khc, bn nh v tht bi!
BC 2: NH V THNG HIU
Qui trnh:
Cht li nh v:
Bn c phi tip tc tinh chnh Bn nh v cho n khi bn tin
rng n r rng hn, chnh xc hn
C gng dng t n gin hn, r hn hoc t tt hn
din t cng mt .
Trnh ti a s lp li! Khng c nhng t ging nhau xut
hin trn cc yu t khc nhau ca bn nh v!
Dng nhng t c th c nhiu ngi hiu, v trnh gy
ng nhn bi nhng ngi khc!
Nn b ra vi ngy i u lm vic khc, ri lm li, c th!
Hy nh less is more, bn phi bit chn la v hy sinh! Ci
bn mun l t nhng l ln, t t nhng chnh xc hn!
BC 2: NH V THNG HIU
nh hng pht trin thng hiu:
Ti sao?
Th trng lun thay i, bn buc phi p ng
iu chnh mt s vn
Tng tc pht trin thng hiu
Bn pht hin ra c hi pht trin
Cc yu t cn nhc:
Bn c th mn vi yu t ca Bn nh v ri xy dng cc
yu t khc
Coi chng bn lm nh hng n thng hiu gc!
Nguyn tc:
Khng c thay i yu t cn thit nht ca thng
hiu (essence)
t nhng l ln, t t nhng chnh xc hn!
BC 2: NH V THNG HIU
nh hng pht trin thng hiu:
Cc yu t cn nhc:
Cc yu t no phi thay i
Phi thay i ci g?
Ti sao?
Nh th no?
Th d:
Swatch mun pht trin, h c th bieesn thnh mt thng
hiu v trang sc
Cc ng dng khc:
So snh vi thng hiu thnh cng khc trong th trng
So snh vi chnh thng hiu mt th trng m
thng hiu t ra thnh cng nht!
BC 2: NH V THNG HIU
nh hng pht trin thng hiu:
Qui trnh:
Bc 1: Xc nh tnh trng hin ti!
Bc 2: Xc nh c hi: th trng mi, phn khc mi?
Bc 3: T chc Hi tho, Xc nh chin lc
Bc 4: Pht trin cc gi nh
Bc 5: Sng lc cc phng n
Cc cu hi:
i th cnh tranh ang lm th no?
Xu th th trng? Thng hiu c th li dng c hi no?
Cc nhm NTD/ trng hp m thng hiu tt v khng tt?
Ti sao?
C c hi ng dng cng ngh mi no pht trin khng?
Mc tiu kinh doanh ca thng hiu l g?
BC 2: NH V THNG HIU
Khai trin thng hiu:
Ti sao?
Nu bn thy c c hi
Mn vi yu t, xy thm vi yu t
Cu hi:
C hi gi?
Pht trin thng hiu
Gia tng gi tr thng hiu
Ti sao thng hiu hin ti khng th p ng nhu cu hin
ti? V nu p ng nhu cu li tng thm gi tr cho
thng hiu, ch khng lm lu m n i?
S mn ci g t thng hiu hin c
S tr li xy dng c g cho thng hiu hin c?
BC 2: NH V THNG HIU
Khai trin thng hiu:
Ti sao?
Nu bn thy c c hi
Mn vi yu t, xy thm vi yu t
Cu hi:
C hi gi?
Pht trin thng hiu
Gia tng gi tr thng hiu
Ti sao thng hiu hin ti khng th p ng nhu cu hin
ti? V nu p ng nhu cu li tng thm gi tr cho
thng hiu, ch khng lm lu m n i?
S mn ci g t thng hiu hin c
S tr li xy dng c g cho thng hiu hin c?
BC 2: NH V THNG HIU
Khai trin thng hiu:
Qui trnh:
Bc 1: Khi u vi thng hiu hin ti
Bc 2: Xc nh c hi
Cho NTD thm ci g?
Bn phi hiu rt rnh NTD, v nhng yu t c th
trigger cho NTD chn la thng hiu v ngnh hng
?
Ai mua sn phm ? Thi d v gi tr ca h
Ti soa h mua?
H mua u? Knh, ca hng?
Khi no h s dng? Thi gian ch, trng thi, tnh
hung?

BC 2: NH V THNG HIU
Khai trin thng hiu:
Qui trnh:
Bc 3 - nh gi.
Bo m rng bn xem xt mi yu t khc: Tng
bao ph, ci thin chng trnh truyn thng, ci tin cht
lng sn phm hn l mc mong i ca NTD
Bc 4: Xc nh bn s mn ci g v tr li (xy dng ci
g?) cho thng hiu
Phi cn i cc yu t mn v tr
V d: Coke c th ra nc cam?
Khai trin thng hiu bao gi cng ri ro
i vi cc nhn hiu ph thng (popular), NTD hay
nivi bn l h s chp nhn (du thc t l khng!)
Cch bn t tn cng c nh hng.
BC 2: NH V THNG HIU
Pht trin thng hiu:
Cht li nh v:
Bn c phi tip tc tinh chnh Bn nh v cho n khi bn tin
rng n r rng hn, chnh xc hn
C gng dng t n gin hn, r hn hoc t tt hn
din t cng mt .
Trnh ti a s lp li! Khng c nhng t ging nhau xut
hin trn cc yu t khc nhau ca bn nh v!
Dng nhng t c th c nhiu ngi hiu, v trnh gy
ng nhn bi nhng ngi khc!
Nn b ra vi ngy i u lm vic khc, ri lm li, c th!
Hy nh less is more, bn phi bit chn la v hy sinh! Ci
bn mun l t nhng l ln, t t nhng chnh xc hn!
TRUYN THNG THNG HiU
Vai tr
Gip cho vic nh v thng hiu tr nn gn gi hn vi NTD, v to ra
s pht trin ca thng hiu.
To nn s giao tip ca thng hiu sao cho n tc ng n hnh vi
ca NTD, lm tng doanh s bn hng, tng gi tr c phn.
Qui trnh
S dng qui trnh to ra s giao tip ca thng hiu.
Xc nh thng s u vo
Xc nh knh truyn thng
Sng to cc tc phm qung co
Cc cng c hay dng:
TV / Radio
Outdoor
Internet
Public relation
Ti tr s kin
Bao b ng gi
Relationship Marketing
BC 2: TRUYN THNG THNG HiU
Yu cu:
Gy n tng:
Bo m Khch hng mc tiu lun NHN THY Thng
hiu
Phi li ko h i theo hng chng ta mun
Thay i c hnh vi ca h!
Chng trnh truyn thng ca ta c th c nhn ra, hiu,
yu mn, ngng m, nhnng n ch tht s c gi tr khi:

THAY I C HNH VI CA NTD

Hiu qu: Doanh s mang li ln hn li nhun
Thng s u vo
Cc thng s u vo l g?
Mt i ng lm vic hiu qu (Effective Team)
C Lnh o tt (leadership)
Cc nguyn tc (principles)
Suy ngh ca NTD
nh v thng hiu
Cc yu t bo m c mt chng trnh Truyn thng hiu
qu:
c mt chng trnh truyn thng tt, cn c mt i ng lm
vic, mt s lnh o hiu qu, mt s hiu bit r rng v cc
nguyn tc giao tip ca thng hiu v phi am hiu cc suy
ngh ca NTD. N cng i hi mt s nh v ca thng hiu
phi mang tnh cnh tranh, mt mc tiu kinh doanh r rng v
mt qui trnh n gin, c th, r rng v hiu qu.
Nhm lm vic hiu qu - Effective Team
Kinh nghim cho thy cc nhm nh:
S lm vic hiu qu hn l tng c nhn n l
Hiu qu hn mt nhm ln.
Sai lm thng gp:
Cho rng d n cng ln v cng mang tnh ton cu th cng
cn c nhiu ngi tham gia, v tt c mi ngi u phi
tham gia vo tt c mi giai on ca vic thit k chng
trnh truyn thng thng hiu
Mt nhm n nh (l tng l 6 ngi) l hiu qu nht.
H s c mt trong sut qui trnh v s mi thm nhng
ngi c chuyn mn khc khi cn. VD:
Chuyn gia marketing v suy ngh NTD
Chuyn gia v lut,
c im:
Nhm t ngi (6-7)
C mt ngi lnh o tt
L ngi xng, ch khng phi l ngi phn bin kin
ca ngi khc!
Mt nhm tt:
C k nng, hoc c th hc nhanh
C nhim v khc nhau v c th
C cng mc tiu chung
C cng tm nhn v cch nh gi tt xu trong d n
C thi gian lm vic vi nhau lu
C th tip nhn tng t bn ngai, nu khng ch l b l!
Ph bin nhng ci va hc c
Nhm lm vic hiu qu - (tt)
Ht nhn ca nhm - Lnh o
mi nhm lm vic hiu qu, tn ti mt nh lnh o hiu qu!
Vai tr ca ngi lnh o, l lnh o, ch khng phi gim st.
Ngi lnh o phi l ngi c nhiu kinh nghim nht trong lnh
vc ca d n. H phi c sc mnh v t tin ng u vi ri ro
v dn dt nhm thc hin nhng vic t c kt qu xut sc trn
th trng.
Nu thnh qu lm ra m khng xut sc, khch hng mc tiu s khng
ch ti. V nu khng c ch ti, khng th ni l hiu qu. V nu
khng hiu qu, th khng th to ra mt doanh thu tt.
V lu rng, l ngi quyt nh. Ngi lnh o d n phi thc
s c trao quyn quyt nh, khng nh v TG: ngi phn bin cc
ngh ca Nhm thc hin d n
NGUYN TC
Cc c im ca mt chng trnh Truyn thng thng hiu
thnh cng:
N c da trn mt s gn gi vi NTD, v da trn s nh
gi NTD s phn ng nh th no. N phi tc ng vo hnh vi
ca NTD.
N bao gm nhng im khc bit mnh m ca thng hiu.
Khng ch bn thn thng hiu phi c s khc bit, m c cc
tng v cch thc a thng hiu giao tip vi NTD cng
phi c o v khc bit. y l cha kho chin thng trong
cnh tranh.
N tp trung vo nhng tng mnh m: tng nht qun
trong sut c qu trnh, v xuyn sut cc knh giao tip khc
nhau. Vic thc thi tng lun mang thm s ti mi, v v
vy lun lm trn vai tr truyn thng cho mi yu t ca chin
dch.
N n gin, giao tip mt cch r rng
Cc c im ca mt chng trnh Truyn thng thng hiu
thnh cng:
C nhng tc ng hiu qu d nhn ra trong cc knh truyn
thng c s dng.
ng tin v thc t thuyt phc NTD
Phn nh v bi p thm gi tr ca thng hiu. N th hin
ng nhng tnh cch ca thng hiu, p ng c mong
mun ca N TD. T lm tng thm gi tr ca thng hiu.
Li ko NTD theo mt cch lm cho h thy thch th, v vy, thi
ca h i vi thng hiu l tch cc.
tng, vic thc thi tng c nhn bit, ghi nh v kt ni
cht ch, khng th tch ri vi thng hiu.
S dng ti a nhng u im ca knh giao tip v c cch
thc m trong knh giao tip c NTD cm nhn v s
dng.
Lu rng, chng trnh truyn thng phi phi c lut bo
v v c tnh chn tht, lch s.
NGUYN TC
QUI TRNH
Qui trnh l th s gip cho nhm lm vic trn tru, hiu qu.
N gip cho nhm chuyn t giai on ny sang giai on kia
m khng tn thi gian tho lun bc tip theo phi lm g.
Mi mt bc i trong qui trnh u c tnh sng cn. Kin
nghim cho thy rng c mi bc m b b qua th phi tr
gi bng kt qu.
Qui trnh c thn trng lp nn sao cho n gin, vi t giai
on nht c th, v ch c 4 giai on chnh nh sau:
nh v thng hiu - m bo tan nhm hon ton hiu r
nhng mc tiu ca thng hiu.
Xy dng Bn K hoch Truyn thng ca thng hiu - m
bo li ch cao nht t nhng ng tin m chng ta b ra.
Bn M t giao tip vi cc i tc - m bo cc ngun
lc c t vo cc cng vic/nhim v tp trung, r rng
Phn hi ca Cng ty i vi cc Bn ngh - m bo giai
on tip theo c r rng.
BN K HOCH TRUYN THNG
nh ngha
L mt qui trnh v biu mu gip t c cc mc tiu ca
thng hiu t chin lc truyn thng vi hiu qu cao.
Bn k hoc truyn thng gip chn ng knh tip xc vi
ng khch hng mc tiu, vi mt thng ip (message) ng
n. Ni khc i, chng ta chn cc knh trc khi bt u qui
trnh sng tc.
Vai tr
Trong mt hin trng m cc thng hiu ngy cng phc tp, th
trng media thay i ngy mt nhanh chng, Bn k hoch kinh
doanh c thit k gip chng ta ti u ho ngun lc m
chng ta s dng cho vic thit lp k hoc truyn thng.
Bn KH Truyn thng gip xc nh v lp th t u tin cc hot
ng/ mc tiu chnh ca thng hiu, xc nh knh giao tip
tng ng v chn cc knh c hiu sut, hiu qu cao nht
lm cho thng hiu giao tip c vi NTD.

4 Giai an (P1 P4)
G 1: Ph chun cc hot ng cho thng hiu,
th t u tin thc hin cc hot ng v ngn
sch s dng.
Xc nh tt c cc hot ng marketing tim nng cho
thng hiu. Sau sp xp th t u tin, vi ngun
ngn sch v thi gian h tr cho chin lc marketing
sao cho n khp vi kh nng c th chu ng c.
G 2: Chn la knh giao tip cho mi hat ng.
Ph chun tng hot ng mt nh vy, chng ta lp c
bn k hoch u tin da trn s m t chi tit v khch
hng mc tiu, cc mc tiu (o m c) v marketing
v giao tip ca thng hiu.
Sau khi xc nh v nh gi c tt c cc knh tng
ng cho tng hot ng, s la chn c cc knh thch
hp.
4 phase (P1 P4)
G 3: Thng qua bn KH nhp
Chng ta thng nht tt c cc hot ng khc nhau cho
thng hiu trong mt bn duy nht. Bn tng th ny gip
Nhm ph trch iu chnh cc hot ng ca mnh, thi
gian c th ca tng c nhn c c mt s hip lc
ln nht. Trong giai on ny, cc Cty Qco s c brief.
G 4: Ph chun bn KH TT cui cng.
Giai on ny lin quan vic xem xt tng knh c
xut, bao gm vic pht trin cc tng, iu chnh v
ghp ni tng k hoch hnh ng c th c cu tr li
cho chng. Nhng yu t ny sau c thng nht li
cho ra mt bn k hoch communication chi tit cho tt
c cc hot ng. Bn ny i din cho Bn k hoch cui
cng ca giai on lp k hoch, mc d n c th b sa
i trong mt giai on no ca nm p tr nhng
mi e do hoc cho nhng c hi mi xut hin.
Nhm thc hin
Bc u tin ca Bn KHTT l la chn mt core
team lm vic trong sut 4 giai on ca d n.
Core team c 4 thnh phn chnh, mi thnh phn
chu trch nhim gip pht trin mt knh
tng ng mt cch hiu qu.
1. Marketing
Marketing team s do Team leader lnh o (s tt hn
nu ngi l Marketing Director). Team leader l ngi
chu trch nhim cao nht, bao gm c vic la chn knh
v la chn cc agency. Team learder thng da vo
brand team a ra nhng nh hng chin lc s
c thc hin cho c thng hiu, khch hng mc tiu
v cnh tranh.
Nhm thc hin
2. Cng ty NCTT
Vai tr: ng gp nhng kin thc/hiu bit tng tn
ca mnh v thng hiu v khch hng mc tiu cho Bn
KHTT, bao gm c cc suy ngh NTD v tng hnh
thnh k hoch pht trin cho thng hiu.
3. Cng ty qun l knh
Vai tr: ng gp cho Bn KHTT tt c nhng kin
thc/hiu bit ca mnh v cc knh truyn thng v cch
thc m NTD s dng cc knh ny. Cng ty QL Knh
khng c trch nhim quyt nh knh c la chn (
l trch nhim ca team leader), nhng li c vai tr iu
khin cc bui tho lun v knh c th a ra nhiu
phng n khc nhau
4. Specialist Agencies
Team leader c th gi cc cng ty khc nu cn thit:
Cng ty PR, Direct marketing, Event sponsorship,
Interactive Marketing, Packaging hoc Promotion.
Thit k tc phm qung co
Vai tr:
Mi tun, c hng ngn mu qung co xut hin trn bo, tp
ch, TV, poster. Nhng NTD thc s nh c bao nhiu trong s
?
Thng hiu ca chng ta cn phi ni bt trong rng qung co
v thu ht s ch ca khn gi. Nu lm c nh vy,
chng ta s nhn c nhng kt qu mong mun. Thay v l
nh hoc chuyn knh, ngi xem s dng li xem, thch th v
nh ti qung co ca chng ta, t thi quen tiu dng ca h
s b nh hng.
Lm th no c iu ? C 6 bc trong giai on ny:
M t d n
Trnh by
Tr li
T chc thit k thc hin
Sn xut
nh gi
Bng M t
Qung co c 2 mc ch: giao tip v thc y hnh vi
mua hng cho nn chng ta phi thc hin vic tm tt.
Trc khi M t, hy kim tra:
Bn c hon ton tin tng rng thng hiu c nh v
mt cch r rng, c tnh cnh tranh cao v c s khc bit
cha?
C thc s da trn mt suy ngh ca NTD khng?
Mc tiu ca on qung co nm trong tng th chung ca
k hoch giao tip ca thng hiu c r rng khng?
Cc thnh vin trong i c k nng v ngun lc thc
hin mc tiu ra hay khng?
Ngi leader c thm quyn thay mt ton i quyt
nh mi vic hay khng? Bn c hiu mt cch r rng nhng
bc ca qui trnh m bn cn phi tun theo hay khng?
Vi bt k cu hi no trn y, nu cu tr li l khng,
hy x l cc vn trc khi m t cho agency. ng
bc tip v lm mi vic ri ren.

Ln k hoch cho bn M t
Ln k hoch v thi gian sao cho tng bc ca c
thc hin mt cch ng thi hn, c tnh n bc m
gia thi im kt thc v tung sn phm.
m bo rng s kt hp gia cng ty v agency l r
rng, vi cc chc danh cng vic c xc nh r.
Tm hiu r v agency ca bn s t chc ca h nh
th no, h lm vic v kim tin nh th no.
Hy cng h ni v nhng thng hiu, nhng chin dch
thnh cng nht m mi bn tng thc hin. Hiu v
nhau v hiu nhng iu chung/thng thng s mang n
nhiu li ch to ln.
Bng M t
Ln k hoch cho bn M t
ng bao gi ch ngi gi bn brief cho agency! Phi trnh
by, mt i mt v lm tt c nhng g c th cho bui
hp sng ng v cng vi n s l s sng ng ca bn
brief. Hy bn bn brief l l do ca bui meeting!
Lm ht sc m bo rng tt c mi ngi u thch
th vi bui meeting. Hy sng to trong tng vic la chn
a im, t chc v trnh din cc vt liu cn thit.
Bng M t
Bn M t phi m t r rng iu m bn trng i. l
tng cho mt chin dch mi, hay l mt tng mi
chin dch hin ti mi m hn?
Mt bn M t phi bao gm tt c cc cu hi chnh sau:
Ti sao chng ta cn mt mu qung co mi?
Xut pht t insight no ca NTD m chng ta vit bn brief ny?
Ai l khch hng mc tiu ca chng ta?
H ang ngh g v ang lm g vi thng hiu ca chng ta v
cc category ca n?
Chng ta mun h ngh v lm g sau khi xem qung co ca
chng ta?
iu g khin cho h phi thay i nh vy? (ni mt cch khc
u l im khc bit) Ti sao h phi tin tng nh vy?
Lit k tt c cc yu t thc tin cn xem xt cho qu trnh
thc hin. ng thi lit k tn cc thnh vin, ngi ra quyt
nh, ngi k bn brief. Cui cng, nh km Bn nh v
Thng hiu
Bng M t
Trnh by tc phm
y l thi im quan trng ca c nhm. C rt nhiu nguy c
cho thng hiu v tng lai ca n ph thuc vo vic nhng
tng ln c nhn bit hay li b hu dit.
Nn thc hin cc bc sau y:
Nhm phi c mt y - nu i trng khng th c mt, hy
di lch hp sang hm khc.
Gii hn cuc hp ch trong core team qu nhiu ngi, nht l
nhng ngi khng lin quan s l iu c hi.
m bo v thi gian v a im ca bui hp sao cho c th
trnh by v tho lun mt cch thoi mi nht. Cn nhc kh
nng hp ti vn phng ca agency c y thit b v nhm
ph trch thng hiu t b lm phin nht.
Ngn cm mi vic c th lm gin on - tt in thoi di ng.
Trnh by tc phm
Nn thc hin cc bc sau y:
iu quan trng nht l tha thun t trc rng Cng ty Qco s
trnh by tng qung co v gii thch ton b concept trc
khi trinh by c th cch th hin tng. Nu c i ng
v tng chsinh, sau mi cch th hin tng ti s
khng b loi b nu cch th hin tng d!
Khuyn khch Cng ty QC trnh by concept v cc cch th hin
tng thc hin di bt c hnh thc no m h tin rng l
cch tt nht din t tng ca h.
Cui cng, Cng ty QC phi nu r h thch tng no nht v
v sao.
Phn hi
y l thi im rt quan trng, v mt tng tt c th b git cht.
V mt tng ti li c th c thng qua. C 2 iu u l
thm kch cho thng hiu.
l l do v sao vai tr ca leader l rt cn thit thit trong cc
bc tip theo:
Trc tin, m bo rng tt c thnh vin trong i u hiu r v
tng sp c trnh by.
Sau khi mo tho lun v nhng xut s dn ti k hoch hnh
ng.
Nu c i quen lm vic cng nhau, ton b vic tho lun nn c
ci m. Tuy nhin, nu vic sng to c v kh khn, cuc meeting c
qu nhiu ngi, hoc i mi thnh lp, i trng c th chia i
thnh tng nhm nh trao i quan im vi nhau.
i trng c th la chn 1 trong 2 cch v ni r s la chn
ca mnh.
Phn hi
Bnh lun v cc tng sng to l rt kh, v ph thuc rt nhiu
v kinh nghim, cn phi c thc hin mt cch dn ch hoc coi
nh mt bi tp c giao.
Trong qu trnh tho lun, ngi lnh o cn t ra cc tho thun
v cc bc thc hin. Cng nh xc nh r con ng hoc nhng
con ng s tri qua, nhng im no trong cn pht trin ln
hay yu cu ton i bt u li t u.
Cui cng, mt iu quan trng trong vic phn hi vi Cng ty QC l
phi vit thnh vn bn. Nn lm iu vo cui ngy lm vic tip
theo, khi vn cn nh r mi chuyn, v vch r nhng kt lun t
bui hp v nhng hnh ng cn thit.
Hng dn chung
Nhng hng dn sau y s gip bn trong vic phn hi
nhng tng sng to do cng ty QC a ra.
Khi CTQC trnh by cc phng n ca h, hy s dng
nhng im kim tra sau y:
Bo m rng bn hiu ng tng ca h.
Tp trung vo tng, ch khng phi vo cch th hin tng
.
Lng nghe phn ng t y lng ca bn v t tri tim ca bn.
Nu phn ng u tin ca bn l yu thch, hy tip tc gi n.
Mt qung co tt ch c mt thc o duy nht l lm
thay i hnh vi mua hng ca NTD.
Hng dn chung
gip bn nh gi c cc tng qung co, c 3
nguyn tc ca mt qung co tt c tng kt li. Bn
cn phi c cu tr li tch cc vi c 3 cu hi , bo m
vic qung co t c mc tiu ra.
A. C gy s ch khng?
Chng ta cn bo m rng trong mt rng cc qung co, n
sc gy s ch , gy nn mt tc ng no , gy nn s thch
th v nh hng. Tuy nhin, khng phi tt c cc qung co
gy c s ch l 1 qung co tt.
B. C nu c cc yu t ca thng hiu r rng khng?
Mt qung co tt khng ch cp n thng hiu! tng
phi l mu tht ca thng hiu, ch khng ch gn kt mt
cch lng lo!

Hng dn chung
C. C a ra thng ip mt cch thuyt phc hay khng?
im khc bit ca thng hiu phi c hiu theo mt cch
tch cc v s dn n s thay i mt cch tch cc trong hnh vi
mua ca NTD. lm c iu ny, n phi n gin, khng b
hiu lm.
C mt vi hng dn sau gip bn nhn ra th no l mt
qung co khng tt. C phi n ri vo cc trng hp sau:
Hiu nhm (nhm ln)?
C qu nhiu thng ip?
Khng c mi lin quan?
Chn v c th on trc c?
Hng dn chung
CVai tr ca ngi lnh o ht sc cn thit trong vic phn
hi cc tng ca CTQC. Anh ta phi:
Bo m rng cc thnh vin trong cng ty hiu r v tng
ang c trnh by.
Khi mo cuc tho lun sao cho s dn ti mt bn k hoch
hnh ng c mi ngi thng qua.
Bo m rng nhng phn hi ca cng ty v cc xut do
CTQC a ra phi c vit thnh vn bn. ( l mt nguyn
tc lm vic quan trng).


T chc thit k
By gi, ton i s tp trung vo vic thit k tng qung co.
Tp trung vo tng mnh v th tm cch din t n bng nhiu
thng ip khc nhau. Pht trin tng da vo s gp ca NTD
v tng c pht trin v s em vo thc hin. C 2 cng c
nghin cu th trng s gip bn hon thnh nhim v ny.
Nghin cu nh tnh hiu r
c dng kim tra xem tng qung co c nh gi nh th
no (c c hiu ng khng, c ph hp khng), sau xy dng v
pht trin tng thnh 1 qung co tt.
Nghin cu nh lng nh gi
Nghin cu ny dng nh gi vic thc hin v mc thnh cng
ca qung co c th o c cc thng s nh gi rating ca qung
co. Xem trc (preview) l phng php c dng cho nghin cu ny.
T chc thit k
Nghin cu nh lng nh gi
Preview gip bn nh gi kh nng nh hng ti hnh vi mua ca NTD
ca tng c la chn, bng cch kim tra:
C gy s ch khng?
xc nh s ch , Preview kim tra xem qung co gy nn phn
ng tch cc hay tiu cc, nh hng nh th no ti NTD. Preview
cng kim tra s thch th ca NTD v nu thch on qung co ,
h s xem!
C nu c nhng yu t ct li v thng hiu khng?
nh gi c thng tin v thng hiu, PreView kim tra xem
tng qung co c cp mt cch mt thit n thng hiu khng.
Mc ghi nh v thng hiu s l bo co ca Preview v mc
gy ch v thng tin v thng hiu.
C a ra thng ip mt cch thuyt phc khng?
nh gi hiu qu truyn thng, Preview s kim tra kh nng nhn
ra thng hiu ngay lp tc khi c hi hoc nhn ra khi c nhc;
xem qung co c d hiu hay khng - bi v nu kh hiu, n s khng
t c hiu qu cao.
Preview cng kim tra tnh thuyt phc ca qung co bng cch o kh
nng mc quan tm n vic mua hng (bng cch s dng cu hi
c kh nng mua khng)
Sn xut
Mt qung co c sn xut tt s tng thm gi tr cho
thng hiu bng cch lm tng s ch , thng tin v thng
hiu c truyn ti mt cch r rng. Hng dn chung:
Cc mc tiu ca vic sn xut phi c t ra. Cc tiu ch
ny s dn dt chng ta ti nhng s la chn tt nht, bao
gm c vic la chn ngi gim c sn xut no, v mi s
la chn u nhm mc ch c mt qung co xut sc.
Nu bn chun b mi tin tt, bn ch cn mt bui hp
chun b cho bc Tin Sn xut (Pree Production Meeting
PPM).
PPM s tht bi nu n tr thnh nhng bui meeting ghi chp,
hoc khng cp n nhng vic quan trng cha c
quyt nh.
Sn xut
Thng th Producer ca CTQC s l ngi lead bui hp ny,
v l bui kim tra li xem tt c cc quyt nh c cha v
c k cha. Bui hp ny phi ngn gn, chnh xc v r
rng.
Hy u t mt cch thn trng vo vic sn xut. iu
khng c ngha l bn chn mt phng n sn xut r tin.
Nu bn thy cn phi u t nhiu, hy bo m rng tin
ang chy vo nhng tng sng to ch o ch khng
phi vo nhng tng bn l.
nh gi
Hy nh gi trn nhng g bn thy v nghe ch khng phi
trn nhng g bn trng i.
Hy dng nhng ch dn nh trong vic nh gi tng
qung co: gy s ch khng, thng tin v thng hiu v
cch truyn ti.
Tp trung vo vic NTD c th thu c g t on qung co
, ch khng phi l ci g c cho vo on qung co
.
Nu bn ngh phi thay i, iu cn phi test ln nht l
trc v sau. Nhng s thay i nh, dn n vic phi edit
li ht ln ny n ln khc c th git cht tng mt cch
t t. Nu c nhiu yu cu v vic sa li hy nhn mt
cch tng th v nh gi xem s thay i c lm thay i 1
cch thc s tt cho on qung co hay khng.
nh gi
Mt on qung co c th c pht trin da trn mt
tng tt v mt s thc hin thng minh v sng to. Tuy
nhin, ngay c nhng nghin cu th trng c v s lng ln
cht lng cng khng th d on c mt cch chnh xc
tc ng ca on qung co ln hnh vi ca NTD. Cch duy
nht nh gi c iu l xem nhng thay i g
din ra ngay khi qung co ang c pht.
nh gi l 1 qu trnh quan trng bi v nhng iu thu c
s l nhng im khi u cho ton b qui trnh. The team phi
quay tr li NTD, v sng to ra nhng Suy ngh mi chun
b cho nhng bc k tip trong chu trnh sng ca thng
hiu.

PR - Public Relation
nh ngha:
Qung co l t ni v mnh
PR l cho mi ngi ni v mnh
PR l g?
PR l cch thc giao tip vi NTD thng qua ngi gy nh
hng (influencer) - mt bn th 3, chng hn nh cc phng
tin truyn thng, nhng ngi ni ting, nhng kin khc nhau,
nhng t chc c trch nhim, trung thc v ng tin cy,
Qung co l t ni v thng hiu. PR l nhng ngi khc
ni v thng hiu.
PR - Public Relation
Ti sao iu li quan trng?
PR c th ni nhng iu m qung co khng ni ht c v
thng hiu. N c th hu ch khi launch mt thng hiu mi,
lm b cho danh ting ca thng hiu, mn danh ting ca
ngi ni ting lm p thm cho thng hiu, dy cho NTD hiu
bit thm v thng hiu v c th o c s ni bt ca
thng hiu.
Lm th no thc hin iu ?
Cn tun theo cc hng dn khi thc hin mt chin dch PR.
Public Relations
PR c bt u sau khi thng nht KHTT thng
hiu
PR, ging nh qung co, l mt phng tin giao
tip. V vy, vic ln k hoch cho n cng ging
nh cho mt k hoch qung co, cng s dng qui
trnh va nu trn.
Bn bt u ln k hoch cho chin lc PR bng
cch chn t G 1 ca KHTT nhng nhim v ca
thng hiu m bn ngh c th dng PR thc
hin, dng G 2 xc nh NTD mc tiu.
Public Relations
Sau bn hy la chn nhng ngi c th gy
nh hng ln nht n nhng NTD mc tiu ny
v bin h tr thnh khch hng mc tiu ca chin
dch PR, xc nh mc tiu truyn thng PR cho mi
nhm khch hng mc tiu ny.
Nhng kh nng c th khc ca PR s c nh
gi trong Bn KHKD G3, v nhng phng n
c la chn s c nh gi trong G 4 trong
tt c cc hot ng truyn thng s c thc
hin mt cch ng b, mi hot ng c mt nhim
v khc nhau sao cho c hiu qu nht.
Nhng ngi gy nh hng
(Influencer)
nh ngha
Thay v tip cn trc tip vi NTD, chng ta s tip cn vi
h qua nhng ngi m h tin v tn trng.
Nhng ngi gy nh hng s ni vi nhng ngi khc
na. Ngy nay ngi ta gi l marketing truyn ming.
V bn khng th ni ht vi tt c nhng ngi gy nh
hng m bn c, bn phi loi b bt mt s nhm ngi.
C 2 cu hi quan trng sau y m bn cn tr li:
Da trn s hiu bit ca bn v h, nhng nhm ngi gy
nh hng no bn c kh nng lm vic vi?
Trong s , ci g c kh nng gy tc ng ln nht ti
nhng ngi gy nh hng m bn chn, c v thi gian v
tin bc?
Nhng ngi gy nh hng
(Influencer)
C nhng ngi sau c th gy nh hng n
NTD:
Lut s
Ngi bn hng (Trade)
Cc T chc chuyn mn theo php lut
Nhng ngi c th to ra d lun (Bc s / Nh Gio /
Nh bo)
Nhng ngi chng i: c th gy hi cho Thng hiu
Nhng ngi phng i (Amplifier) c th lm pht tn v
to nh hng rng ri (Media)
Cc ng minh:
Cc i tng khc
6 vai tr cho PR
Tung sn phm
Nu bn launch mt thng hiu, PR c th gip g trong vic
thm nhp ca thng hiu vo lnh vc , lm cho vic tham
gia c ng hn, hay lm cho vic launch tt nht? C nhng
iu no trong s lm cho vic launch hiu qu v c hiu sut
cao?
Danh ting
Bn c cn bo v danh ting ca thng hiu?
Lm sng li thng hiu? (revitalization)
PR c th gip g thng hiu thch ng vi i sng hin ti
ca NTD.
6 vai tr cho PR
Lm cho NTD tin cy (credibility)
PR c th khai thc nhng kh nng thng hiu c xc
nhn s tin cy mt cch c lp
Gio dc/o to
C nhng li ch no ca thng hiu m qung co cha ni ti
v bn mun ph bin khng?
S ni bt
Thng hiu ni bt i vi NTD cha?
Sau khi xem xt 6 vai tr ny, hy chun b vit bn M t d
n PR cho cc cng ty PR

BN M T CHNG TRNH PR
Ti sao chng ta cn PR?
giao tip nhng chuyn chng ta khng th lm trong qung
co
Suy ngh ca NTD?
70% NTD khng bit r v
Mc du vy, VN li l nc c bnh cancer nhiu nht
i tng nhm n?
Primary
Secondary
H ang suy ngh v lm g? (trong lnh vc sn phm/thng
hiu ca ta)
Chng ta mun h p ng th no sau khi lm PR?
BN M T CHNG TRNH PR
Cu chuyn m chng ta mun nh PR lm c th t c
diu ny?
Loi sn phm ny c th
Bng chng cho cu chuyn ny?
Sn phm s dng cng ngh .
C hnh ng h tr no khc na khng?
10 T ng cho chin dch qung co, bao gm qung co trn TV
v .
Lit k nhng yu t c th thc hin?
Thi gian:
Ngn sch: US100,000
Phi hp:
Chuyn vin
Speaker
BN M T CHNG TRNH PR
Cn yu t g na khng?
Lut php khng cho php .
ng mi NTD n . v ..
Nhng ngi c th gy nh hng (s b)

Chuyn vin
Speaker
EM THNG HIU VO I SNG
Cn yu t g na khng?
Lut php khng cho php .
ng mi NTD n . v ..
Nhng ngi c th gy nh hng (s b)

Chuyn vin
Speaker
KiM SAT NH GI
CHNG TRNH MARKETING
Cn yu t g na khng?
Lut php khng cho php .
ng mi NTD n . v ..
Nhng ngi c th gy nh hng (s b)

Chuyn vin
Speaker