Marketing cn bn

Mc lc
1.SN PHM THEO QUAN IM MARKETING.............................................................5
1.1 SN PHM....................................................................................................... 5
1.3 BAO B S NG GI..................................................................................... 7
1.4 NHNG CHIN LC GN LIN VI SN PHM.................................................7
3.NGHIN CU CHU K SNG SN PHM...................................................................7
3.1 KHI NIM CHU K SNG SN PHM.................................................................7
3.2 C IM CC GIAI ON TRONG CHU K SNG SN PHM..............................8
2.CHIN LC SN PHM....................................................................................... 11
2.1 CC KHI NIM............................................................................................. 11
2.2 CHIN LC SN PHM................................................................................. 11
4.CHIN LC PHT TRIN SN PHM MI.............................................................12
4.1 KHI NIM V SN PHM MI........................................................................12
4.2 CC GIAI ON PHT TRIN SN PHM MI...................................................13

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SN PHM BT NG SN
GII THIU TP HP SN PHM CA CNG TY
-

Sn phm bt ng sn

CC DNG SN PHM
-

Cn h

Bit th

Vn phng

Bi xe

Trung tm thng mi

Cc dch v tin ch phc v c dn trong tng khu vc cng trnh tng ng.

CC SN PHM C TH
-

Khu dn c cao cp Si Gn Pearl:

+ 1500 cn h cao cp thuc khu dn c Si Gn Pearl

+ 126 bit th cao cp thuc khu dn c SGP

+ 6 cn bit th trn cao dng thng tng (douplex)

+ 8 cn bit th trn cao dng penthouse

+ Trung tm thng mi dch v

+ Trng hc

Tho in Pearl:

+ 450 cn h

+ 18 cn bit th trn cao dng thng tng (douplex)

+ Trung tm thng mi dch v

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1.SN PHM THEO QUAN IM MARKETING

1.1 SN PHM

Li li ch (Sn phm ct li): cn h: ni sinh sng an c vi mi trng cnh

quan trong lnh v cc dch v a dng, cao cp.
Bit th: ni sinh sng an c vi cnh quan v mi trng trong lnh v c
khai thc ti a v tr.
Lp hu hnh (Sn phm c th):
+ c im: l sn phm nh
+ Cht lng: bn cao, thit k p hin i.
+ Nhn hiu bao b
+ kiu dng
Lp v hnh (Sn phm gia tng):
+ Dch v v trng hc quc t
+ Trung tm thng mi bn trong khun vin khu dn c
+ Cnh quan mi trng trong lnh
+ V tr c a
1.1.2 Phn loi sn phm
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a. Phn theo mc ch s dng:
Sn phm: l hng tiu dng
b. Theo thi gian s dng:
- Hng bn
c. Theo c im cu to:
- Sn phm hu hnh: cn h, bit th
- Dch v: cc dch v tin ch.
d. Theo cch mua:
+ Hng mua phi n o
e. Theo tnh cht phc tp ca cc loi sn phm:
-

Hng phc tp

1.1.3 c tnh ca sn phm

Cc cn h c xy dng trong 3 cp ta thp mi thp cao 38 tng c thit k
vi kin trc linh ng trong vic b tr mt bng, mt cn h t 2 4 phng ng c
thit k chun mc, hin i, thn thin vi thin nhin cho kh nng n nhn nh
sng v thng thong bt k cc phng. Thit k cn ch trng n khu vc bp va
kn va h p ng c nhu cu trang tr v s dng cho cc c dn vng ng.
Ngai ra cc h thng c in v trang thit b hin i, ti tn i km c cung cp
t cc hng cung cp uy tn v ni ting trn Th gii.
c bit, khi cn h bit th trn cao Penthouse v Duplex trn cc tng 36, 37,
38 cc k sang trng s lm tha mn nhu cu chinh phc v tn hng chiu cao ca
Khch hng, ni Khch hng c th phng tm nhn bao qut Thnh ph
- 1.2 NHN HIU
SSG - gii thiu v nh km l g hoc biu tng SSG
1.3 BAO B S NG GI

c th ca sn phm bao b c th hin di dng kin trc cng trnh.

1.4 NHNG CHIN LC GN LIN VI SN PHM

Nguyn tc c bn: lm ngi mua hi lng. Cc dch v gm c:

- Thanh ton linh hot.
- Hu mi: bo tr nh k theo tiu chun cht lng d n.

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- Bo hnh: sa min ph trong thi hn bo hnh 2 nm v c b phn dch v
qun l ta nh lun sn sang tip nhn phn hi t khch hng v p ng nhu
cu khch hng 1 cch thch ng.

3. CHU K SNG SN PHM

3.1 KHI NIM CHU K SNG SN PHM

Trnh by l thuyt gii thiu dng chung ca chu k v cc dng bin tng chu
k. trnh by ming cho cc v d lin h.
Mt chu k sng in hnh ca mt sn phm biu th bng mt ng biu din c
dng hnh ch S v gm 4 giai on: m u, tng trng, trng thnh v suy thoi.

Chu k sng sn phm

Tuy nhin, khng phi mi sn phm u c chu k sng theo hnh ch S nh th v

l mt dng chu k sng l tng ca cc sn phm. Trong nghin cu thc nghim
ngi ta cn thy nhiu dng chu k sng khc nhau.

Cc dng chu k sng ca sn phm

VD: sn phm cn h ca Tho in Pearl thuc dng thm nhp nhanh (sn xut
v tung ra th trng 1 ln).

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VD: sn phm cn h ca Si Gn Pearl thuc dng chu k v ti chu k (sn xut
theo giai on: g u sx (xy dng) 3 cp block bao gm 1500 cn h, sau thm
d th trng v d kin xy dng v tung ra th trng tip 2 cp block khc khong
800 cn h).
VD: sn phm bit th thuc Si Gn Pearl thuc dng chun ch S: xy dng v
tung ra th trng ty tnh hnh hp th ca th trng, ang giai on suy thoi.

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2.CHIN LC SN PHM
2.2 CHIN LC SN PHM

Chin lc sn phm bao gm chin lc tp hp sn phm, chin lc dng sn

phm v chin lc cho tng sn phm c th.
a. Chin lc i vi tp hp sn phm:
- Thc hin m rng tp hp sn phm: a dng ha cc dng sn phm: d kin
tip tc pht trin cc dng sn phm khc nh xy dng v pht trin trng hc;
Nh hng tic ci ( d n SSG Vn Thnh sp ti).
- Ko di cc dng sn phm trong 1 tp hp: dng cn h: CH 2PN, 3PN, 3PN,
penthouse, douplex.
- Chin lc tng chiu su ca tp hp sn phm: tng s lng bit th tung ra
th trng giai on pht trin, hoc tng s lng cn h din tch nh, gim s
lng cn h din tch ln cho ph hp vi giai on hin nay ca th trng.
- SSG ch trng n chin lc tng tnh ng nht ca tp hp sn phm.
b. Chin lc dng sn phm:
Doanh nghip nn c nhiu sn phm trong mt dng sn phm phn b ri ro.
Chin lc v dng sn phm bao gm:
Thc hin chin lc b sung dng sn phm: bin ci hoc hin i ho dng sn
phm. Cc dng sn phm ngy cng hin i p ng th hiu, nhu cu ca khch
hng. Xy dng i ng qun l v sn xut ngy cng chuyn nghip.
Hn ch 1 s dng sn phm kh hp th trn th trng thi im hin ti nh
cc cn h din tch ln, penthouse v douplex.
c. Chin lc cho tng sn phm c th:
- Chin lc i mi sn phm
Phi hp p dng c 2 cch i mi sn phm: i mi phn ng v i mi ch
ng. VD giai on pht trin cc cn h douplex, penthouse . Hoc i mi ch
ng nh SGP l d n cn h cao cp cao tng u tin HCM, hp tc vi i tc
Hng Kong hoc nh TP l d n cn h cao trn 30 tng u tin do 100% vn VN
u t v hon ton 100% i ng k s v qun l ngi Vit Nam thc hin nhm
gim chi ph.
Ch trng nng cao trnh i ng cn b k thut v qun l, p dng cc cng
ngh xy dng tin tin nhm ngy cng nng cao cht lng sn phm, dch v v
gim chi ph sn phm.
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4.CHIN LC PHT TRIN SN PHM MI

4.1 KHI NIM V SN PHM MI

Sn phm mi l sn phm c mt s khch hng tim nng cm nhn nh mi

bao gm sn phm mi hon ton, sn phm ci tin, sn phm hon chnh, sn phm
c thng hiu mi m doanh nghip pht trin.
Nu ng trn gc doanh nghip xem xt, ngi ta chia sn phm mi thnh
hai loi: sn phm mi tng i v sn phm mi tuyt i.
- Sn phm mi tng i: Sn phm u tin doanh nghip sn xut v a ra th
trng, nhng khng mi i vi doanh nghip khc v i vi th trng. Chng cho
php doanh nghip m rng dng sn phm cho nhng c hi kinh doanh mi. Chi ph
pht trin loi sn phm ny thng thp, nhng kh nh v sn phm trn th
trng v ngi tiu dng vn c th thch sn phm ca i th cnh tranh hn.
- Sn phm mi tuyt i: l sn phm mi i vi c doanh nghip v i vi
c th trng. Doanh nghip ging nh "ngi tin phong" i u trong vic sn xut
sn phm ny. Sn phm ny ra mt ngi tiu dng ln u tin. y l mt qu trnh
tng i phc tp v kh khn (c trong giai on sn xut v bn hng). Chi ph
dnh cho nghin cu, thit k, sn xut th v th nghim trn th trng thng rt
cao. Vy liu mt sn phm c c coi l mi hay khng ph thuc vo cch th
trng mc tiu nhn thc v n. Nu ngi mua cho rng mt sn phm khc ng
k so vi cc sn phm ca i th cnh tranh v mt s tnh cht (hnh thc bn ngoi
hay cht lng), th ci sn phm s c coi l mt sn phm mi.
4.2 CC GIAI ON PHT TRIN SN PHM MI

a. Tm ra tng mi:
Tm kim qu t pht trin d n. Tm hiu nhu cu khch hng, th hiu th
trng.
b. Chn lc v nh gi tng mi:
Tin hnh thm d kho st th hiu th trng, mt s tng mi c hnh
thnh nh Nh hng tic ci, cn h cho ngi thu nhp thp, khch sn
c. Pht trin v th nghim khi nim:
Ch yu tm hiu kho st thm d th hiu t khch hng quen thuc v phn ng
ca th trng chung. C i ng chuyn bit thm d kho st v ghi nhn. Hoc c
th thm d mc ho hng gp vn ca cc i tc chin lc.
d. Hoch nh chin lc Marketing:

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Chin lc marketing: vd vi sn phm mi sp tung ra th trng l cc dng sn
phm thuc cng trnh SSG Tower.
Phn 1: M t quy m, c cu, hnh vi ca th trng mc tiu, d kin nh v v
bn sn phm, th phn v mc li nhun mong i trong vi nm u
Phn 2:
+ d kin gi ca sn phm: 1600 - 2000USD/m2 cn h
+ phn phi: thng qua sn giao dch BS ca tp on v cc mi quan h vi
khch hng quen thuc.
Phn 3:
+ ch tiu mc tiu th: d kin sn phm tiu th trong vng 2 nm sau khi hon
thnh v tung ra th trng (gia nm 2015);
+ li nhun lu di: 60% cho nm u tin v 50 - 20% cho 1 nm tip theo
+ chin lc marketing Mix theo thi gian: tng cng nng cao dch v v cht
lng sn phm minh chng qua nh gi ca khch hng s dng sn phm.
e. Phn tch v mt kinh doanh
Thit k d n, xin php u t, cc th tc php l c th trin khai; thit k chi
tit, d ton tng mc u t v phn tch li nhun.
TMT: 2000 t, d kin tng li nhun sau 2 nm a sp ra th trng l 1000 t.
f. Pht trin sn phm.
D n c bt tay khi cng xy dng t thng 6/2011 d kin qu 2 nm 2015
sn phm c hon thnh v tung ra th trng. Bao gm 150 cn h; 30000m2 vn
phng; 22000m2 trung tm thng mi. D kin thng 7 nm 2014 hon thnh cn h
mu (th nghim v thu ht s quan tm ca khch hng
g. Th nghim trn th trng
Sn phm cn h, sn thng mi v vn phng cho thu sau bc trn s a ra
th trng hng lot m khng th nghim tng giai on cng nh s c thng
mi ha hng lot.
h. Thng mi ha sn phm: (bao hm trong bc trn)

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