Lp k hoch marketing trong 1 ngy

VNECONOMY cp nht: 29/04/2005

ng qu lo lng v vn phong v cch thc

lm th no vit mt k hoch tht hay. Ch
cn mt cy bt ch v mt t giy l chng ta
c th bt u.
Bc 1: Hiu r th trng v i th ca bn
Mt sai lm tai hi m rt nhiu doanh nghip
nh gp phi l ch lo theo ui mt sn phm
hay mt dch v mi m m khng bn tm n th trng v mong mun
ca n (mong mun ch khng phi nhu cu). n gin l nu bn c gng
bn mt th g m khch hng khng mong mun, h s khng chu
mua.
Mt th trng tim nng l khi khch hng mong mun mt iu g
cha c p ng, mc cng cao th c hi ca bn cng ln. Th
trng bo b cng ging nh mt h nc c hng nghn con c ang i.
Mi iu bn cn lm l mang n mt ci cn cu v mi nh m thi.
hiu c th trng bn cn tr li nhng cu hi sau:
- u l phn khc th trng cha c p ng?
- u l phn khc th trng ln gip t c li nhun?
- Cn nm gi bao nhiu th phn t c li nhun?
- Th trng c nhiu i th cnh tranh khng?
- u l im yu ca i th cnh tranh?
- Liu th trng ny c gip ti pht huy u th cnh tranh ca mnh
khng?
Bc 2: Thu hiu khch hng
Nm thng tin v khch hng cng l bc u tin trong vic bn hng.
Bn phi bit c (1) ai l khch hng ca bn, (2) h mong mun u g
v (3) u l ng lc gip h mua hng nhng yu t cn thit ca
mt k hoch marketing hiu qu.
ng nhm ln mong mun vi nhu cu. Khch hng khng nht thit
phi mua nhng g h cn, nhng h s mua nhng g h monng mun.
Mt v d, bn ngh sao nu c nhiu ngi n mt ca hiu mua mt
chic qun i h cn v tr v vi mt chic o s mi, mt o trong v mt
i giy? Hay l nhng ngi n siu th hng ngy ch mua sa v

trng nhng li tr v vi bnh pizza, bnh kem v cc loi bnh ko khc.

Con ngi mua nhng th h mong mun (tt nhin l khi h c tin!) ch
khng phi nhng th h cn. tht s hiu r khch hng bn cn tr li
nhng cu hi sau:
- Khch hng tim nng ca ti mua nhng th tng t nh th no?
(mua ti ca hng, trn internet hay t giao tn nh?)
- Ai l ngi quyt nh mua hng v ai l ngi c nh hng nht i vi
quyt nh mua hng?
- Nhng thi quen ca ngi tiu dng l g? V d, h thng ly thng tin
sn phm t ngun no? (truyn hnh, sch bo, tp ch)
- ng c thc y mua hng ca h l g? (v bn ngai, bo hnh, s
thng dng, yu t sc khe, s sang trng)
Bc 3: Chn 1 phn khc thch hp
Nu bn ni rng khch hng mc tiu ca bn l dnh cho mi ngi th
s khng c ai l khch hng ca bn. Th trng ngy nay y ry nhng
i th cnh tranh trc tip v gin tip l mi e da cho cng vic kinh
doanh ca bn. Bn s d tn ti v pht trin thnh cng hn trong mt
vnh nh ch khng phi trong mt bin ln.
Hy chia th trng ra thnh nhiu phn bnh nh v nm trn phn , sau
hy bt u xm nhp phn khc mi (nh l ch sau khi nm trn phn
bnh u tin!).
Bn cn c c mt bc tranh r rng mnh mun tr thnh. Hy chc
chn vic chn la phn khc li cun bn v vic tip xc n khng
gp nhiu tr ngi. Khng g t hn khi bn chn mt phn khc th trng
m bn khng th i thoi c vi n hay bn phi tiu tn mt khan
tin rt ln trong lc tip cn n.
Bc 4: Xy dng thng ip marketing
Thng ip marketing ca bn khng ch gip khch hng nhn thy trin
vng ca bn m n cn thuyt phc h tr thnh khch hng ca bn.
Mt thng ip marketing cn da trn 2 yu t. Th nht, n phi ngn
gn v nu bt c im chnh. Hay c th ni n s tr thnh biu tng
m thanh ca bn. V l cu tr li ca bn i vi cu hi bn ang
lm g.
Th hai, thng ip marketing phi c h tr bi tt c cc ngun lc ca
bn v c y mnh nh qung co. thng ip c hp dn v

thuyt phc n cn tun theo cc yu t sau:

- Th hin trin vng ca bn i vi vn no
- Ch ra rng vn rt quan trng, cn gii quyt v khng th tr hon
- Nhn mnh l do bn l ngi duy nht c th gii quyt vn .
- Nhn mnh li ch khch hng s nhn c t gii php ca bn.
Bc 5: Quyt nh phng tin marketing ca bn
Phn trn cc bn c nhc nh v vic la chn phn khc th trng
m bn c th tip cn khch hng d dng. Khi bn quyt nh
phng tin marketing, bn s hiu c l do ti sao.
Phng tin marketing ca bn l cng c truyn thng gip bn truyn t
c thng ip marketing ca mnh n khch hng. Vic la chn rt
quan trng v n gip bn t c hiu qu cao nht trn s tin bn u
t.
iu ngha l khi bn mun chn phng tin truyn t thng ip
marketing n phn khc trin vng ca bn vi mt chi ph thp nht.
Di y l mt s cng c bn c th s dng truyn t thng ip ca
mnh:
- Qung co trn bo, poster, cc cuc thi, danh thip, hi tho
- Qung co trn truyn hnh, bng in, bn hng trc tip,
- Pht thanh, bng biu, hi ch thng mi, nhng trang vng, bi bo
- Mc rao vt, qua th, qua s kin t thin, mng trc tuyn,
- Bng qung co, in thoi trc tip, tp ch, s kin c bit
- Th cho hng, t bm, th in t, qung co trn phim, tp ch in t
- Bu thip, ngi pht ngn, thng co bo ch, fax
- Sch gii thiu, trn qu tng, truyn ming, trang web
- Catalogue, khinh kh cu (!?), tuyn truyn, trng by
Hy s dng ng phng tin mang thng ip ca bn n th trng.

Bc 6: Thit lp mc tiu doanh s v marketing

Mc tiu l iu thit yu i vi s thnh cng ca bn. S mong c l
mc tiu khng c vit ra giy. Nu bn khng vit nhng g bn mun,
th mc tiu ca bn vn ch l mong c.
Khi thit lp mc tiu cn nh yu t SMART: (1) Sensible: nhn bit c,
(2) Measurable: o lng c, (3) Achievable: c th thc hin c, (4)
Realistic: c tnh thc t, (5) Time Specific: Thi gian xc nh
Mc tiu ca bn cn phi da vo ngun lc ti chnh m bo t
c mc doanh thu, li nhun v t sut li nhun.. Khng ch vy, mc
tiu ca bn cng cn bao gm nhng yu t phi ti chnh nh s lng
hng bn, s lng hp ng, s lng khch hng, quan h cng ng
Khi bn xc lp mc tiu, hy thc hin y nhng qui trnh gip mc
tiu ca bn c tt c cc thnh vin trong cng ty tip nhn , c
cp n trong nhng hi ngh bn hng, c dn trn cc bng thng bo,
v nht l nhng gii thng ng vin t c mc tiu .
Bc 7: Lp ngn sch marketing
Ngn sch marketing ph thuc vo vic bn mun thit lp chnh xc
n mc no. Vic tnh ton chi tit khng cn thit nu khng d liu
v n.
Trc ht, nu cng ty ca bn hot ng c nhiu nm th bn c th
d dng thit lp ngn sch marketing da trn doanh s v chi ph
marketing nhng nm trc y, tnh tan chi ph dnh cho mi khch
hng v chi ph trn mi sn phm
Bc tip theo l xc nh chi ph marketing cn thit cho 1 sn phm t
da vo ch tiu doanh s hay nhu cu khch hng xc nh ngn sch
marketing. Kt qu ny khng tht s chnh xc nhng s gip bn o
lng c mt ngn sch cn thit gip t c mc tiu ra.
Kt lun
By gi bn c mt k hoch marketing vi 7 bc kh y . N tht
s n gin v ch cn trong 1 ngy. Tt nhin bn cn chun b k lng
trc khi bt u, nht l vic tm hiu v la chn cc phng tin truyn
thng, v tm l ngi tiu dng xy dng thng ip ng n, v d
liu ti chnh ca bn.
Nhng ng nn qu c gng xy dng mt k hoch tht hon ho. Hy
nh qui lut 80-20, 80% kt qu s n ch trong 20% n lc ca bn.
Li khuyn cui cng ca ti l hy chc rng bn khng b quy ry v b

t qung trong khi vit k hoch. Bn k hoch s l c s quan trng nht

i vi bn v i vi c cng ty trong vic hoch nh tng lai.
Chc bn thnh cng!
Theo LantaBrand.com