QUN TR THNG HiU

Thng tin ging vin

o Hoi Nam, MBA Ging vin i hc Kinh T TP.HCM Gim c nghin cu thng hiu Cng ty t vn thng hiu Lantabrand (www.lantabrand.com) in thai 0903873201 a ch email: hoainam@lantabrand.com

Gii thieu ve mon hoc

Kien thc yeu cau: On lai cac kien thc ve quan tr marketing, nghien cu marketing. Tai lieu: Quan tr tai san thng hieu ao Cong Bnh Nha xuat ban Tre Tao dng va quan tr thng hieu, Danh tieng va li nhuan Le Anh Cng Nha xuat ban Lao ong Xa Hoi 2003 Thng hieu va quan ly Nguyen Quoc Thnh www.lantabrand.com

Ni dung bi ging Khi qut v thng hiu Qui trnh qun tr thng hiu Kin to thng hiu Xc lp mc tiu v xy dng k hoch truyn thng thng hiu 5. Qun l c cu danh mc thng hiu 6. Hoch nh ngn sch thng hiu 7. o lng sc khe thng hiu 1. 2. 3. 4.

Phn 1 KHI QUT V THNG HiU

THNG HIEU VA SAN PHAM

Cam ket

ac tnh nhan cach hoa

Nguon goc xuat s

Qui cach ac tnh ky thuat Cong nang Hnh anh lien tng Li ch xuc cam

San pham

Bieu tng

THNG HIEU (BRAND) LA G?

Nhiu ngi vn cho rng vic s dng thut ng thng hiu ch l cch ni "dn d", cn chnh thc phi gi l nhn hiu hng ho (Trademark).

C kin cho rng, ch nn s dng nhng thut ng c chun ho (trong trng hp ny l nhn hiu hng ho, v n hin din trong cc vn bn php lut ca Vit Nam). Thc t th "thng hiu" ang c dng rt rng ri v khi dng thut ng ny, nhng ngi dng cng hon ton khng c nh thay th cho thut ng "nhn hiu hng ho" vn v ang hin din trong cc vn bn php l.

THNG HIEU (Brand) va NHAN HIEU HANG HOA (Trademark)

Trong ting Anh, 2 thut ng Brand v Trademark cng tn ti song song v ngi ta cng dng trong nhng ng cnh tng ng nh vy. Thc t, trong cc ti liu ca nc ngoi, chng ta thng gp cc cm t "Building Brand", "Brand Strategy"; "Brand Image"; "Brand Vision"; "Brand Manager" m hiu theo cch ca chng ti l "Xy dng thng hiu"; "Chin lc thng hiu"; "Hnh nh thng hiu"; "Tm nhn thng hiu"; "Qun tr thng hiu". Trong khi thut ng "Trademark" li ch gp khi ni v vn ng k bo h hoc trong cc vn bn php l (chng hn registered trademarks), m khng gp cc cm t tng ng l "Building trademark"; "Trademark Manager"; "Trademark Vision".

THNG HIEU (Brand) va NHAN HIEU HANG HOA (Trademark)

Ni n thng hiu khng ch l ni n cc du hiu nh trong nhn hiu hng ho m quan trng hn l ni n hnh tng v hng ho trong tm tr ngi tiu dng. N tht s tru tng v v th c ngi gi thng hiu l phn hn cn nhn hiu hng ho l phn xc. Nhn hiu c to ra ch trong thi gian i khi l rt ngn, trong khi to dng c mt thng hiu (to dng hnh nh v hng ho, dch v trong tm tr ngi tiu dng) i khi l c cuc i ca doanh nhn. Thng hiu ni ting s tn ti mi theo thi gian nhng nhn hiu hng ho th ch c gi tr php l trong thi gian nht nh (thi hn bo h nhn hiu hng ha thng l 10 nm v c th c ko di bng vic gia hn). Nhn hiu hng ho c cc c quan qun l Nh nc cng nhn v bo h cn thng hiu l kt qu phn u lu di ca doanh nghip v ngi tiu dng chnh l ngi cng nhn. (PGS.TS Nguyn Quc Thnh - i hc Thng Mi Bo Thng mi s 41 ngy 24/5/2005)

Th no l thng hiu (brand)?

Nhn hng (Product label company name)

Ch doanh nghip t tn cho sn phm hay cng ty ca mnh Ch doanh nghip ng k bo h cho nhn hng hay tn cng ty Cng ty thc hin cc hat ng marketing nhm xc lp v tr cho nhn hng/tn cng ty trong tm tr khch hng

Nhn hiu hng ha* (Trademark)

Chanel No.5

Thng hiu (Brand)

*Theo cch dch trn vn bn php lut VN

nh ngha thng hiu (brand)

Mt thng hiu phi c kh nng:
Phn bit m bo v cht lng C s ca nim tin To ra gi tr xc cm Trung thnh trong tiu dng nh hng trong tiu dng
Bo v hnh nh, gi tr Quyn s hu Trao i (Bn, lin kt) Thu ht u t To ra li th cnh tranh

i vi ngi tiu dng

i vi doanh nghip

C cu danh mc thng hiu (Brand portfolio)

Thng hiu Cng ty/ Tp on

Ngnh hng

Ngnh hng

Thng hiu Thng hiu Thng hiu Thng hiu Thng hiu sn phm sn phm sn phm sn phm sn phm Dch v Dch v Dch v Dch v Dch v

C cu thng hiu gia nh

Cng ty LG Electric LG

LG Nghe nhn

LG Gia dng

LG LG Cng ngh Vin thng thng tin

LG TV

LG DVD

LG My lnh

LG T lnh

LG in thoi di ng

LG My vi tnh

C cu thng hiu gia nh

Cng ty NOKIA

Nokia Thi trang cao cp

Nokia a phng tin

Nokia Ph thng

C cu thng hiu ring bit

Cng ty UNILEVER

Dng Chm sc tc

Dng v sinh c nhn

Dng cht ty ra

Clear

Life bouy

Dove

Lux

Life bouy

Dove

OMO

Comfort

Sun light

Gi tr thng hiu

Gi tr c s vt cht Gi tr c phiu Sn phm/dch v Li nhun Doanh s v th phn

Ti sn hu hnh (Brand assets)

Ti sn v hnh (Brand equity)

Nhn bit thng hiu Lin tng thng hiu Cht lng cm nhn Trung thnh thng hiu

Gi tr thng hiu (Brand value)

Ti sn thng hiu (brand equity)

Ngi tiu dng bit g v thng hiu Ngi tiu dng lm g i vi thng hiu

Nhn bit thng hiu Lin tng thng hiu Cm nhn v cht lng

Dng th thng hiu

Ti sn thng hiu

Trung thnh thng hiu Chp nhn mc gi cao

Brand Equity l nhng kin thc khch hng nm gi trong u v mt thng hiu v nhng tc ng ca s hiu bit n hnh vi v thi ca khch hng i vi thng hiu

Nhn bit thng hiu

Nh n u tin Nh n (Nhn bit khng tr gip)

Nhn ra (Nhn bit c tr gip)

Khng bit

Lien tng thng hieu

Lin tng thng hiu

ng nht Tng tc Vn hnh S dng
Th hin mt tnh cch, li sng, v th x hi cho ngi s dng

D mua, i chng, quan h chm sc khch hng tt Kh nng cung cp nhng li ch chc nng ca sn phm/dch v

Tnh hung tiu dng, hnh vi s dng, tnh tin li

Lin tng thng hiu l nhng cm nhn, nim tin v kin thc m ngi tiu dng c c v thng hiu

Tp hp nhn bit v cn nhc trong tiu dng

Ton b thng hiu trn th trng

Tp hp nhn bit
(cc thng hiu c bit n)

Tp hp khng nhn bit

(Cc thng hiu khng c bit n)

Tp hp cn nhc
(Cc thng hiu c nh n v thuyt phc c khch hng)

Tp hp khng cn nhc
(Cc thng hiu cha nh n hoc cha thuyt phc c khch hng)

Tp hp t chi
(Cc thng hiu khng c ngi tiu dng chp nhn)

Cht lng k thut

Ngun nguyn vt liu
Trang thit b my mc c s h tng K thut cng ngh ng dng

Cht lng k thut

Qui trnh v qun l ni b

Trnh , tay ngh ca nhn vin

Cht lng k thut c quyt nh bi ni b doanh nghip v c o lng bng h thng kim sat nh gi ni b

Cht lng cm nhn

Li ch tm kim Nhng thuc tnh, li ch v ph tn m khch hng mong i

Li ch cm nhn Nhng thuc tnh, li ch, v ph tn m khch hng cm nhn trong thc t tiu dng

Cht lng cm nhn c hnh thnh khi li ch cm nhn cao hn hoc ngang bng vi li ch tm kim
Cht lng cm nhn c quyt nh bi c ni b doanh nghip v khch hng. c o lng bng thng tin nghin cu th trng

Trung thnh thng hiu

Trung thnh v tnh vt tri v li ch xc cm Xc cm

Mc trung thnh Thng hiu

Mc 3

Mc 2

Trung thnh theo thi quen, tnh tin li, r

Trung thnh v tnh vt tri v li ch chc nng Chc nng

Chc nng

Mc 1

Hnh vi

Hnh vi

Hnh vi

Mua v s dng lp li

a thch hn

Ph hp vi tnh cch, v th

Li ch t mot thng hieu co gia tr

Goc o ngi tieu dung Nhn bit thng hieu De dang tien li trong mua xam Gi nh, nhac nh trong tieu dung Lien tng thng hieu The hien mot phong cach Nhan dang s tng thch vi nhu cau am bao o tin cay trong tieu dung Goc o doanh nghiep C hoi c la chon cao Truyen thong, Truyen mieng Phan biet vi san pham khac Hnh thanh ong c tieu dung Hnh thanh mot niem tin, thai o tch cc t pha khach hang C s cho tnh trung thanh cao Tao ra s khac biet cho thng hieu Duy tr va nang cao tnh trung thanh Giam chi ph tiep th Bao ve th phan Kha nang sinh li cao

Chat lng cam nhan Trung thanh thng hieu

Tao ra s thoa man n gian hoa tien trnh ra quyet nh tieu dung An tam trong tieu dung

Phn 2 QUI TRNH QUN TR THNG HiU

Thc trng xy dng thng hiu

Theo mt nghin cu mi y ca bo Saigon Tip th thuc Saigon Times group v hin trng xy dng thng hiu cc doanh nghip Vit Nam trn gn 500 doanh nghip cho kt qu:
Ch c 16% doanh nghip c b phn chuyn trch v

marketing.
80% doanh nghip khng c chc danh qun l nhn hiu

(brand manager).
Doanh nghip cha c thi quen s dng dch v t vn kinh

doanh (bao gm c t vn v thng hiu).

Cn t cng ty chuyn v xy dng thng hiu ti th trng

Vit Nam gip cc doanh nghip c c cc kin thc v kinh nghim xy dng thng hiu.

Thc trng xy dng thng hiu

Thng hiu ch l logo p bt mt. (Logo ch l b ngoi ca thng hiu, phi thu hiu cu trc bn trong ca thng hiu mi c th xy dng thng hiu mnh) Xy dng thng hiu l qung co, truyn thng, PR (truyn thng qung co ch l cng c xy dng thng hiu ch khng c ngha l c qung co nhiu l c thng hiu mnh) Mun xy dng thng hiu phi cn rt nhiu tin trong thi gian ngn. (Xy dng thng hiu cn tin nhng phi ln k hoch chi tiu trong di hn ch khng th qung co rm r trong thi gian ngn ri sau b khng)

Thc trng xy dng thng hiu

C gi r cht lng cao l bn c hng.(So snh nc tinh khit c thng hiu rt yu vi Aquafina, mc d cht lng nh nhau nhng Aquafina bn c gi cao gp 4 ln). Thng hiu hm nay mnh th s mnh mi v sau.(D c mnh nhng khng bi dng hng ngy th cng c lc bnh v kh ng vng c). Thng hiu Vit lun lun phi t tn thun Vit (Nht Bn khng c bng ch ci Latinh nhng tt c cc thng hiu mnh u theo k t Latinh d pht m Sony, Toshiba, Canon, Honda, Suzuki, Yamaha, Panasonic. Phi cn nhc rt k ngay t u v th trng trong tng lai, v khng th thay i c thng hiu sau ny khi u t rt nhiu tin)

Thng hiu (brand) v Nhn hiu hng ha (trademark)

Ni n thng hiu khng ch l ni n cc du hiu nh trong nhn hiu hng ho m quan trng hn l ni n hnh tng v hng ho trong tm tr ngi tiu dng. N tht s tru tng v v th c ngi gi thng hiu l phn hn cn nhn hiu hng ho l phn xc. Nhn hiu c to ra ch trong thi gian i khi l rt ngn, trong khi to dng c mt thng hiu (to dng hnh nh v hng ho, dch v trong tm tr ngi tiu dng) i khi l c cuc i ca doanh nhn. Thng hiu ni ting s tn ti mi theo thi gian nhng nhn hiu hng ho th ch c gi tr php l trong thi gian nht nh (thi hn bo h nhn hiu hng ha thng l 10 nm v c th c ko di bng vic gia hn). Nhn hiu hng ho c cc c quan qun l Nh nc cng nhn v bo h cn thng hiu l kt qu phn u lu di ca doanh nghip v ngi tiu dng chnh l ngi cng nhn. (PGS.TS Nguyn Quc Thnh - i hc Thng Mi; Bo Thng mi s 41 ngy 24/5/2005)

QUAN TR THNG HIEU (BRAND MANAGEMENT)

Quan tr thng hieu la mot qui trnh quan tr xuyen suot nham tao ra va nang cao tai san thng hieu (brand equity*)

Ten nhan hang (Brand name)

Tai san thng hieu (Brand Equity)

QUI TRNH QUAN TR THNG HIEU (BRAND MANAGEMENT PROCESS)

Bc 1 Nghien cu thc trang thng hieu Bc 2 Tao dng thng hieu Bc 3 Xac lap muc tieu va thc hien chien lc phat trien thng hieu - Muc tieu theo moi giai oan -Cac chng trnh marketing mix - Chien lc m rong thng hieu Truyen thong va thiet lap thng hieu cho khach hang Bc 4 o lng thng hieu

-Phan tch khach hang -Phan tch th oi thu canh tranh -Phan tch noi tai doanh nghiep

-Xay dng ac tnh thng hieu -nh v thng hieu

-Thng hieu trong nhan thc khach hang -Thng hieu tren th trng -Thng hieu trong cong ty anh gia va chnh sa kp thi Phan bo ngan sach

C s cho ke hoach tao dng thng hieu

nh hng mot cach nhat quan cho thng hieu va marketing

Xy dng v qun tr thng hiu tp on/cng ty v thng hiu sn phm

Nm bt c tnh hnh cnh tranh trn th trng

Thu hiu khch hng mc tiu

Hoch nh chin lc xy dng v pht trin thng hiu ng n v hiu qu

Thng hiu tp on/ cng ty mnh

To lp danh ting, nim tin H tr cho thng hiu sn phm (k tha thng hiu) Thu ht nhn lc Thu ht nh u t Tng trng li nhun Pht trin m rng

Thng hiu sn phm mnh

Kin thc thng hiu Xm nhp th trng Duy tr s trung thnh Sinh li cho cng ty Nng cao gi tr cho thng hiu tp on S ng h ca tp on M rng thng hiu

Cc yu t cu thnh nn mt thng hiu mnh

Nng lc Ni ti

V tr trn th trng (Danh ting Th phn)

Nhn bit thng hiu Vn ho cng ty Sn phm Dch v M rng Hnh nh lin tng

Gi tr c phiu

Thng hiu Tp on

Qun tr ni b

Th phn

Thng hiu Sn phm

Cht lng cm nhn

Gi tr thng hiu sn phm

Danh ting c nhn

Mc gi Trung thnh Cao thng hiu (Premium price)

Xy dng v qun tr thng hiu tp on

Ti sn thng hiu S m bo cho Thng hiu sn phm Pht trin m rng

Xy dng thng hiu c nhn Qun tr ni b Qung b truyn thng, quan h cng chng (PR)

Hp tc, lin kt u t pht trin m rng

Cc ch tiu ti chnh (Ga tr c phiu/C tc)
Gi tr c ng

Xy dng v pht trin thng hiu sn phm

H thng nhn din thng hiu

Gi tr x hi Th phn Li nhun

Xy dng v qun tr thng hiu sn phm

Ti sn thng hiu Gia tng gi tr thng hiu tp on

Gi tr thng hiu tp an Chin lc sn phm Chin lc gi

Chin lc phn phi

Chin lc truyn thng marketing

Gi tr khch hng

M rng thng hiu

H thng thng tin khch hng

M rng thng hiu Doanh s Th phn Li nhun

Phn 3 KiN TO THNG HiU

Thut ng thng hiu

Nhn din thng hiu (Brand identity) Cch thc m doanh nghip mong mun mi ngi nhn thc v thng hiu ca mnh mt cch nht qun, khc bit v ni tri hn cc thng hiu cnh tranh. nh v thng hiu (Brand positioning) L nhng nh hng, hot ng ca doanh nghip nhm truyn ti c tnh thng hiu vo tm tr khch hng, t to ra s nhn thc v thng hiu mt cch nht qun v ng n. Hnh nh thng hiu (Brand image) Cch thc m ngi tiu dng nhn thc v mt thng hiu.

Qui trnh xy dng v pht trin thng hiu

Nhn din khch hng mc tiu

Hnh nh thng hiu

Doanh nghip

H s nhn din thng hiu nh v thng hiu

Truyn thng
Khch hng

Doanh nghip v i tc truyn thng

Qui trnh xy dng v pht trin thng hiu

S thu hiu khch hng (Consumers insight)

Nhn din Thng hiu (Brand identity)

nh v Thng hiu (Brand positioning)

Cm nhn lin tng ca khch hng (Consumers Perception)

Xy dng mt thng hiu gn gi vi nhu cu, mong c v li sng ca khch hng

nh hng mt cch nht qun v tng thch cho cc chin lc, hot ng lin quan n thng hiu

Tip cn, truyn t v thit lp nhng hnh nh, lin tng mong mun v thng hiu vo trong tm tr khch hng mc tiu

Nhan dang cac phan khuc khac biet

Toan bo th trng Trang thai nhu cau: Co ong c sinh ly
Tnh kinh te
Re Ben

Khong ong c xa hoi

Gia tr chc nang Gia tr xuc cam
Gia tr xa hoi The hien c cai toi, v the S thau cam trong tieu dung

ong c tieu dung:

Mo ta khac biet: Li ch tm kiem:

Cac nhan to hanh vi thong thng, nhan khan

Tien li
Tien li Nhanh chong t ton thi gian S dung n gian

So lng chc nang Kha nang van hanh

Mo ta khac biet:
Cac phan oan

Cac nhan to nhan khau/hanh vi thong thng

Cac nhan to hanh vi lien quan en san pham
1 2 n

Pht trin nhn din thng hiu

Pht trin cc yu t nhn din thng hiu Thit k nhn, logo, slogan ng k bo h Xy dng h thng nhn din thng hiu

Nhan dien thng hieu (Brand identity)

Giay t tuy than (Identity card-ID) PIN (Personal identity number) Ban sac dan toc hay ac thu van hoa (Cultural identity) Nhan dien thng hieu (Brand identity)

Nhan dien thng hieu (Brand identity)

La mot tap hp duy nhat nhng t ng, hnh anh, y tng va cac moi lien tng ma doanh nghiep mong muon tao ra va duy tr thanh mot s nhan thc tong quat cua khach hang ve thng hieu La ac iem nhan dang, giup ngi tieu dung phan biet c cac thng hieu khac nhau (mac du cung mot chung loai san pham) Nhan dien thng hieu phan anh cai ma thng hieu hng ti va la s cam ket cua nha san xuat vi khach hang.

Nhan dien thng hieu (Brand identity)

ac tnh thng hieu phai trai qua mot thi gian nhat nh cung vi nhng no lc marketing va truyen thong lien tuc va nhat quan mi co the tr nen co y ngha va co mot v tr nhat nh trong tam tr khach hang. ac tnh thng hieu c s dung nh mot chuan mc cho mot chien lc xay dng thng hieu trong dai han. No c s dung nh mot nh hng nhat quan cho toan bo cac hoat ong marketing lien quan en thng hieu bao gom thiet ke an pham, quang cao truyen thong, nhng la chon trong phan phoi, nh gia.

Cc yu t nhn din thng hiu

Cc yu t nhn din v hnh: C s thit lp v tr thng hiu trong tm tr khch hng (v hn)
M rng Tinh cht

Thng hiu l sn phm

Thng hiu l t chc

Thng hiu l con ngi

Tnh cch Mi quan h vi khch hng

Thng hiu l biu tng

Hnh nh/n d S k tha

Phm vi sn phm c tnh ca t chc Thuc tnh sn phm Tnh ton cu/a phng Cht lng Tnh hu dng Ngi s dng Ngun gc xut x

Cc yu t nhn din thng hiu

HNH ANH CUA NGI GI San pham: Pham vi san pham Thuoc tnh san pham Moi quan he: Cach the hien moi quan he gia thng hieu vi khach hang S phan anh: Hnh anh cua ngi s dung thng hieu Ca tnh: Nhng tnh cach nhan cach hoa cho thng hieu Bieu tng van hoa: Nguon goc xuat x Van hoa cong ty Ke tha thng hieu S cam nhan: S cam nhan t than cua khach hang t viec tieu dung thng hieu

Thng hieu

HNH ANH CUA NGI NHAN

Cc yu t nhn din thng hiu

HNH ANH CUA NGI GI San pham: Toan bo cac he thong x ly thong tin Moi quan he Ngi bao ve va tr giup Ca tnh T tin, thang thang Van hoa Doanh nghiep ln, ra lenh, tap the Wall street S cam nhan: Toi la ngi chuyen nghiep

IBM

S phan anh: La ngi nghiem tuc trong cong viec

HNH ANH CUA NGI NHAN

Cc yu t nhn din thng hiu

HNH ANH CUA NGI GI San pham: May vi tnh De truy cap Nhieu muc ch Cac moi quan he Ban be chia se Ca tnh Thong minh Sang tao Tre trung Van hoa Khong rang buoc Nhan van Califonia S cam nhan: Toi la ngi no lc t than

APPLE

S phan anh: La ngi oc lap, tre trung

HNH ANH CUA NGI NHAN

Cc yu t nhn din thng hiu

Cc yu t nhn din hu hnh: C s bo v thng hiu trc php lut (c thi hn)

Nhn hng

Mu sc m thanh

Logo
Kiu dng Biu tng Slogan Bao b Bng pht minh

Thit k tn cng ty/nhn hng

T do

Lin tng

M t

t tn

ngha ca tn cng ty/nhn hng

Thit k m thut

Thit k logo
C vai tr rt ln trong vic nng cao kh nng nhn bit thng hiu C th thay i theo thi gian (lm mi) Hoat ng nh s chng thc cho cc thng hiu con (Logo cng ty/tp on) Thay th trong giao dch cho nhng nhn hng di Tng tnh thm m cho thng hiu L biu tng cho thng hiu
ngha ca logo Thit k m thut

MT S XU HNG TO HNH TRONG THIT K LOGO

1. Cc git mu (Droplets): s hi t v lin kt, ha hp 2. Kh nng cht lc (Refinement) Mc mc, gin d, cm nhn th gic

3. Phong cch bnh dn (Pop) 4. Nhng vng xon t nhin

Tr, khe v d di (Natural spirals):cm nhn v s cng tn ti v ha hp gia trt t v t do

MT S XU HNG TO HNH TRONG THIT K LOGO

5. Hnh nh ng vt (Animorphic) 6. Xu hng x nghing (Canted): lm cho cc logo khng c chiu su tr s lin h kh cht ch gia s pht trin ca doanh nghip vi c tnh nn sng ng hn ni tri ca cc con vt biu tng.

7. Gng mt ca nhng ch ci (Alpha-face):thn thin v gn

gi hn

8. To bng (Shadows): cm nhn r rt v v tr. Vng chc

MT S XU HNG TO HNH TRONG THIT K LOGO

9. Hiu ng i mu trong sut
(Transperancy) To ra hiu ng mu sc, hp dn 10. Xu hng Xanh (Green) Khng c hi, thn thin vi mi trng

ng dng nhn din thng hiu

Chun ha qui cch s dng cc yu t nhn din hu hnh H thng nhn din thng hiu CIP (Coporate identity profile) Tnh nht qun cho thng hiu trong giao tip ni b v vi bn ngoi Chun ha thng ip truyn thng (Tuyn ngn nh v thng hiu) Tnh nht qun trong cc hat ng truyn thng qung b thng hiu ra th trng

H thng nhn din thng hiu

ngha nhn hng/ tn cng ty ngha logo H s chun ha vic s dng v chng s dng tn cng ty/ nhn hng, logo, slogan, biu tng (Qui cch ch hin th, kch c, mu sc, v tr, mu nn, ) H s chun ha vic p dng tn cng ty/nhn hng, logo, slogan, biu tng trong cc vt dng, vt phm, giao din ca cng ty:: Danh thip Giy tiu , vn phng phm cc lai, ba kp ti liu, CD Giy vit th, phong b, bao th cc loi Bng hiu cng ty ng phc nhn vin Brochure, Catalog, Poster Website, email Phng tin vn chuyn Cc vt dng trng by khc

NH V THNG HIU
Truyn thng, sn phm Qu nhiu thng tin Qu nhiu sn phm Hnh vi n trnh Tip nhn c chn la

nh v l mt phng php truyn thng c nh hng v c mc tiu r rng. N lm tng kh nng tip nh v din dch thng ip truyn thng

Khch hng mc tiu mi khu vc th trng rt khc bit nhau

Khch hng mc tiu

Vn ho

Tnh cch Li sng

Thuc tnh i hi

Li ch tm kim

Gi tr cm nhn

Bn tuyn ngn nh v thng hiuc

Xc nh thnh gi mc tiu
Xc nh c s cnh tranh Xc nh yu t to nn s khc bit Xc nh li ch cung cp chnh yu
Xc nh cc yu t xc nhn/chng thc

nh hng, v truyn thng ti ai?

Hot ng trong th trng no? Cnh tranh vi ai?

Khc bit vi i th im no, nh th no?

Cung cp cho khch hng nhng li ch chnh yu no C s no khch hng tin tng

Bn tuyn ngn nh v thng hiuc

Xc nh thnh gi mc tiu

nh hng, v truyn thng ti ai?

Thng tin nhn khu Li sng (Quan im, mi quan tm, hot ng) Nt vn ha c th Hnh vi s dng phng tin truyn thng Hnh vi tiu dng

Bn tuyn ngn nh v thng hiuc

Xc nh c s cnh tranh

Hot ng trong th trng no? Cnh tranh vi ai?

Xc nh cc i th cnh tranh chnh yu: Cng hng vo cng mt phn khc Cung cp nhng li ch kh tng ng Phn tch SWOT thng hiu cnh tranh

Bn tuyn ngn nh v thng hiuc

Xc nh yu t to nn s khc bit

Khc bit vi i th im no, nh th no?

T vn/lp t/giao hng Bo hnh/Bo tr/Phng thc thanh tan Phn phi Chm sc khch hng
Dch v H tr

Cng nng Tnh nng c tnh bn tin cy Kiu dng Tin li

Sn phm

a v Ti nng Tnh cch Lch s Hnh nh Thnh t Snh iu Nng ng/Tr trung Chuyn nghip

Bn tuyn ngn nh v thng hiuc

Xc nh li ch cung cp chnh yu

Cung cp cho khch hng nhng li ch chnh yu no

Li ch chc nng Li ch xc cm Thuc tnh thng hiu Phi c kh nng h tr v m bo cho tiu thc nh v

Bn tuyn ngn nh v thng hiuc

Xc nh cc yu t xc nhn/chng thc

C s no khch hng tin tng

Cc yu t chng thc (Nhn vt i din, gii thng, Tiu chun k thut, ) m thanh, hnh nh, mu sc

Bn nh v thng hiu Da trn 1 thuc tnh

Bt sng tt

Nokia

Samsung

Bt sng km

Bn nh v thng hiu Da trn 2 thuc tnh

Nh gn

Samsung
Bt sng tt Bt sng km

Nokia
To ln

Bn nh v thng hiu Da trn a thuc tnh

Bn nh v thng hiu Da trn a thuc tnh

m thanh hay

Sony-Errison
Nhiu games

Samsung

Bt sng tt

Motorola
Nhiu tnh nng

Nokia
Chp nh p

BenQ

o lng v tr thng hiu

PERCEPTUAL MAPPING OF MAKE HACHIMINH CITY *Tre trung-----------------------------------------------+-----------------------------------------------------+ | | | | | | | | | | | | | *KAWASAKI | Chat luong cao* | | | | *SUZUKI *Van hanh tot | | *Thoi trang | | | | Ben*| | | | | | | | *The thao | HONDA* | +-----------------------------------------------------Cong nghe tuyet hao*-------------------------------------+ | | Dang tin cay* | | *YAMAHA | | | Than thuoc* | | | | | | | | | | | | | | | | | *Tan tien | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | *Dich vu hau mai tot | +-------------------------------*VMEP--------------------+-----------------------------------------------------+

CHIN LC TI NH V (Reposition of the brand)

nh v li mt thng hiu tr nn c k theo thi gian do: Nhng thay i v quan nim, li sng, trnh ca khch hng mc tiu: Cc lin tng v thng hiu tr nn lc hu, t hp dn. Nhn thc v nhu cu, li ch tm kim thay i. S xut hin cc thng hiu cnh tranh Phat trien ve cong nghe Ti nh v l xc nh li tiu thc nh v, xy dng li tuyn ngn nh v nhm nh hng li cng tc truyn thng xc lp hnh nh cho thng hiu

Phn 4 MC TIU V CHIN LC PHT TRIN THNG HiU

XC LP MC TIU CHO THNG HIU

M rng thng hiu

Ti nh v thng hiu
Trung thnh thng hiu Cht lng cm nhn Lin tng thng hiu

Ti sn thng hiu
(Brand equity)

Nhn bit thng hiu

Xc lp mc tiu truyn thng

% nhn bit thng hiu % Xm nhp th trng Hnh nh thng hiu Gii thiu ra th trng Xc lp v tr trn th trng Cng c v tr trn th trng % trung thnh Thung hiu

Th phn

Li nhun

Th phn
10% Th phn gim A E

% tng trng ca th trng

5%

B
D C 1%

F Th phn tng

5% % tng doanh thu ca thng hiu

10%

Li nhun

Nm Doanh thu (-) Bin ph Li nhun gp (-) nh ph Ph hnh chnh/khu hao Nghin cu th trng Truyn thng marketing Li nhun trc thu

2007 100 50 50 100 30 20 50 -50

2008 120 60 60 70 25 15 40 -10

2009 200 100 100 75 25 15 35 25

2010 500 300 300 70 25 15 30 230

2011 1,000 500 500 70 25 15 30 430

Truyn thng thng hiu

Truyn thng thng hiu Qung co Khuyn mi Quan h cng ng Tip th trc tip Bn hng c nhn

Truyn thng thng hiu tp on/cng ty

Truyn thng thng hiu sn phm/dch v

Mc tiu nhn bit thng hiu

Cng c marketing
Qung co: Knh truyn thng Thi im, tn sut v thi lng Thng ip truyn thng, sng to T chc s kin: Thnh phn khch mi Ni dung chng trnh Ni t chc Thng co bo ch: Thnh phn bo mi Ni dung thng co Phn phi: Point of purchases ph knh bn l, s lung chi nhnh Marketing trc tip : Nhn vin bn hng trc tip Marketing trc tip

Mc tiu

% nhn bit thng hiu

Mc tiu thit lp hnh nh lin tng

Tip nhn thng tin: Thng ip Hnh nh m thanh Bi cnh

% hnh nh A % lin tng B

Thc t tiu dng Pht hng mu Cho dng th

Mc tiu xm nhp th trng

Sn phm dch v: Tnh tng thch vi nhu cu Truyn thng marketing: Tnh thuyt phc ca thng ip Khuyn mi hp dn Gi c: Gi c hp l, Phng thc thanh tan linh ng

% th % xm nhp

Phn phi: Tip cn Sn sng

Mc tiu trung thnh thng hiu

Qung co nhc nh Khuyn mi duy tr mua Marketing mi quan h Chm sc khch hng

% Duy tr mua

S thay i v quan im marketing

Thu ht khch hng mi Li ko khch hng ca i th Bn c nhiu hng

Duy tr v nng cp hnh vi s dng v s la chn ca khch hng

Mc tiu doanh s bn Cc chnh sch gi, thanh tan Cc chnh sch khuyn mi

Mc tiu ti a ho s tha mn Cc chnh sch quan h khch hng Dch v h tr, chm sc khch hng

Th bc marketing mi quan h

Nng cp khch hng mc tiu

Duy tr khch hng mc tiu

Tha mn khch hng mc tiu

Tm kim v thu ht khch hng mc tiu

Bng k hoch truyn thng

Ngn sch Mc tiu doanh s 2008 37,500,000 Ngn sch truyn thng 410,000 Qung co bo Thit k Saigon Time Na trang trong giy thng Mu qung co nh Thi bo kinh t Si gn Na trang trong giy thng Mu qung co nh Bo khc Vt dng truyn thng (POSM) Brochure Gi th cho khch hng Qu cho khch hng Khch hng mi Khch hng hin hu Khuyn mi Tng qu cho khch hng mua sn phm mi Trng by ti im bn Ngn sch truyn thng d phng

Thng 1

Thng 2

Thng 3

Thng 4

Thng 5

Thng 6

Thng 7

Thng 8

Thng 9 Thng 10 Thng 11 Thng 12

1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4

232,950 16,000 23,800 42,500 37,400 102,000 11,250 25,000 20,000 5,000 78,750 15,750 63,000 20,000 15,000 37,500

Phn 5 CHIN LC PHT TRIN C CU DANH MC THNG HiU

C cu sn phm trong mt doanh nghip

Nc gii kht c gaz Nc gii kht khng c gaz Nc tinh khit Bnh snack

Pepsi cola Pepsi chanh Pepsi cafe 7Up Mirinda Sting Sting du

Body naturals Lipton Twister

Aquafina

Poca Frito-lay

S lng ngnh hng kinh doanh (dng sn phm) S lng cc mt hng trong mt ngnh hng Tnh tng ng gia cc ngnh hng, mt hng/thng hiu (ngi tiu dng; sn xut; phn phi) Nguy c n tht ln nhau gia cc sn phm trong c cu

Chin lc sn phm
Chin lc lin quan n sn phm c th

Ci tin

Thuc tnh cn pht trin, ci tin t nhn Thit k, ci tin bao b Dch v h tr

Pht minh mi

Pht trin Sn phm

M rng dng

Chin lc lin quan n c cu sn phm

Pht trin c cu

Sn phm thay th Sn phm b sung

Cc quyt nh pht trin c cu danh mc thng hiu SUA

Dng sn phm mi
Pht trin thng hiu (a dng ha) Poca

Sn phm m rng

Sn phm hin hu

Pht trin thng hiu Lp kn dng Sting nh v mi 7Up

Thng hiu mi

Thng hiu c

M rng thng hiu Khng c

Cng c thng hiu Ko dn thng hiu Lp kn thng hiu Pepsi chanh Pepsi

Cc quyt nh pht trin c cu danh mc thng hiu

Dng sn phm mi
Pht trin thng hiu (a dng ha) Knnor

Sn phm m rng (Nhum)

Sn phm hin hu (Du gi)

Pht trin thng hiu Lp kn dng ???? nh v mi Dove Clear

Thng hiu mi

Thng hiu c

M rng thng hiu ??

Cng c thng hiu Ko dn thng hiu Lp kn thng hiu Sunsilk Sunsilk

C s p dng cc chin lc pht trin c cu danh mc thng hiu

Khng tng thch vi nhu cu

Khng c kh nng tiu dng

i hi cao hn ang dng ca i th Khng bit n

Th trng tim nng

Nhu cu hin hu

Th trng hiu hu

Th trng xm nhp

Chin lc pht trin c cu danh mc thng hiu

Thng hiu Hin hu Mi

Th trng

Hin hu

Ci tin sn phm/dch v Lp kn dng Ko dn thng hiu Lp kn thng hiu Ko dn thng hiu M rng thng hiu nh v mi a dng ha

Mi

Chin lc pht trin thng hiu ca Dove

Thi x bng Dove c gii thiu vo 1957, y l x bng dnh cho ph n c l da kh chm sc sc p ( ph n c ln da kh). nh v ny vn tip tc c gi trong vic xy dng v pht trin thng hiu Dove. T 1980 th Dove c m rng thng hiu Dove vi cc sn phm mi nh kem dng da c th, sn phm kh mi, sa ra mt, du gi u, du dng tc.

X bng

Kem tm

Sa tm

Sa dng th

Du x

Du gi

Chin lc thng hiu ngnh cht ty ra ca P&G

Gi qun o lun trng sng Git sch mi vt bn v gi mi hng ca qun o mi.

Bo v khng lm qun o phai mu hoc i mu.

Git sch mi vt bn c s dng trong cc gia nh hay vn ng, sinh hot ngoi tri Bt git dng ty sch vt bn cho qun o em b v lun bo v c mu sc. Bt git dnh cho cc qun o cn chm sc c bit.

Mt s mc tiu ca quyt nh v c cu danh mc thng hiu

Ti u ha chi ph hat ng v chi ph truyn thng Ti u ha h thng phn phi Ph kn cc phn khc khc bit Cng c thng hiu hin hu M rng thng hiu

M rng thng hiu

M rng thng hiu (Brand Extension) l gii thiu mt sn phm mi thuc mt ngnh hng khc vi ngnh hng hin hu nhng li s dng cng tn (nhn hng) vi cc sn phm thuc dng sn phm hiu hu M rng thng hiu gn nh l da vo ti sn mt thng hiu bn sn phm mi hoc dch v mi

M rng thng hiu

Lifebouy Pht trin c cu sn phm Safeguard

M rng dng sn phm

Dng sn phm cht ty ra X bng cc Nc ra tay Sa tm

Dng sn phm chm sc tc Du gi u

Dng sn phm cht ty ra X bng cc

 thnh cng trong vic m rng thng hiu

M rng phi da trn lin tng v mt thuc tnh, tnh nng mnh m no Lothamilk l sa ti nguyn cht (pure milk) M rng thnh butter, cheese, hoc ice cream. OK Lothamilk pizza, bnh m, beer Crazy Sunsilk l thng hiu to ra mi tc p Du nhum tc, dui tc OK Sunsilk Du gi dit khun Crazy

 thnh cng trong vic m rng thng hiu

M rng phi da trn mt lin tng v mt li ch ni tri no Lifebouy l x bng dit trng cc sn phm bo v v sinh cho gia nh (Du gi, sa tm, ) M rng da trn bn sc thng hiu Dunhill khng n thun l thuc l m l mt hnh nh sang trng trang sc, bt la, bt vit v qun o t tin cho nam gii Ferari khng ch l xe hi tc m n th hin nn nhng cm xc, s si ng Laptop, qun o v nc hoa t tin

Phn 6 HOCH NH NGN SCH THNG HiU

Hach nh ngn sch thng hiu

Ngn sch marketing cho c tp on/cng ty Ngn sch marketing ca cng ty c phn b nh th no cho cho tng thng hiu Ngn sch marketing ca mt thng hiu c phn b nh th no cho cho tng hot ng marketing c th Hoch nh ngn sch ngn hn (1 nm) Hoch nh ngn sch di hn (3 hoc 5 nm)

Hai xu th hach nh ngn sch cho thng hiu

T trn xung
Ngn sch marketing ca c cng ty Ngn sch marketing ca thng hiu Ngn sch marketing cho cc hot ng c th

$$$

T di ln
Ngn sch marketing cho cc hot ng c th Ngn sch marketing Thng hiu

Mc tiu thng hiu

Hat ng marketing

Ngn sch marketing ca cng ty

$$$

Phn b ngn sch

C hi (Opportunities)
(u t m bo s tng trng) a dng ha thng hiu nh v mi M rng thng hiu Lp kn dng u tin ngn sch: Nghin cu th trng, R&D Kin to thng hiu Qung co
u tin ngn sch

Ht nhn (Core Business)

(u t cho s pht trin n nh) Ci tin sn phm/dch v Ko dn thng hiu Lp kn thng hiu a tin ngn sch: Nghin cu th trng Qung co, khuyn mi Pht trin h thng phn phi
ng gp cho doanh nghip

Low performers
(Chnh sa / Rt lui) Ci tin sn phm/dch v Loi b Gim thiu ngn sch

Gt hi (keep vital)
(Ti a ha li nhun) Ci tin sn phm/dch v Ko dn thng hiu Lp kn thng hiu a tin ngn sch: Qung co, khuyn mi Quan h chm sc khch hng

Hach nh ngn sch marketing cho thng hiu

2007 % thay oi so vi nm trc Hoach nh nm 2008

Doanh thu Chi ph bin i Li nhun gp % so vi doanh thu Chi ph nghin cu pht trin sn phm % so vii doanh thu Chi ph m rng h thng phn phi

% so vi doanh thu
Chi ph hoat ng b ni % so vi doanh thu Chi ph hoat ng b chm % so vi doanh thu Li nhun tr chi ph marketing % so vi doanh thu Chi ph c nh va hnh chnh

Phn 7 O LNG SC KHE THNG HiU

o lng sc khe thng hiu

S vn hnh ca thng hiu trong tm tr khch hng Nhn bit Lin tng Xm nhp th trng Cht lng cm nhn Trung thnh thng hiu S vn hnh ca thng hiu trn th trng Tng trng doanh s Th phn S vn hnh ca thng hiu trong doanh nghip % Li nhun gp (contribution margin) trn doanh thu Tng trng li nhun thun Thi im sinh li

o lng sc khoe thng hieu

S vn hnh ca thng hiu trong nhn thc ca khch hng Khu vc th trng: Viet Nam

Ket qua 3 nam gan ay

2002 Bin o lng Nhn bit v nh gi cm nhn v thng hiu 1 Nhn bit thng hiu Nhn bit khng tr gip (%) Nhn bit c tr gip (%) 2 nh gi cm nhn v thng hiu Thuc tnh sn phm (% hoc mean) Li ch chc nng (% hoc mean) Li ch cm tnh (% hoc mean) Tiu dng thng hiu 3 Tng mua qua (%) 4 Hin ang dng (%) 5 D nh s mua trong tng lai (%) 6 Mc o xm nhp (%) 7 Mc duy tr mua (%) 2003 2004

Muc tieu (2005)

Ket qua cap nhat theo qu

Q1 Q2 Q3 Q4

o lng sc khoe thng hieu

S vn hnh ca thng hiu trong nhn thc ca khch hng

Khu vc th trng: Vit Nam Kt qu 3 nm gn y Mc tiu
2004

Kt qu cp nht theo qu
Q1 Q2 Q3 Q4

Bin o lng Nhn bit v gi nh v qung co

6 7

2002

2003

(2005)

Qeruio (%)

Kh nng gi nh t mu qung co (%) Thng ip t hnh nh - nhn vt Thng ip t li ni Thng ip t m thanh Mua th (%) Mua lp li (%) S chuyn dch thng hiu (%)

Sn phm mi
8 9 10

o lng sc khe thng hiu

S vn hnh ca thng hiu trn th trng

gn y Bin o lng
2002 2003

Khu vc th trng: Vit Nam

Kt qu 3 nm
2004

Mc tiu (2005)

Kt qu cp nht theo qu
Q1 Q2 Q3 Q4

Kt qu t th trng
11 12 13

Th phn theo lng sn phm bn ra (%) Th phn theo gi tr sn phm bn ra (%) Th phn theo tng knh phn phi, dng ca hng

Siu th (%) Truyn thng (%) Trc tip (%)

o lng sc khe thng hiu

S vn hnh ca thng hiu trn th trng

2002 1 2 3 4 5 6 7 2003

Khu vc th trng: Vit Nam Kt qu 3 nm

2004

Muc tiu

Kt qu cp nht theo
Q1 Q2 Q3 Q4

Doanh thu bn hng ($)

Chi ph bin i (sn xut v bn hng)- %

Li nhun gp - %

Chi ph truyn thng qung co - % Chi ph khuyn mi - % Chi ph nghin cu marketing - % Li nhun sau chi ph marketing - %

o lng nhn bit thng hiu

Thng hi u D 5% 20% Thng hi u C Thng hi u B Thng hi u A 0% 20% 15%

25%

50%

10% 60% 80%

95% 90%

70% 40% 60%

20% 80%

100%

Nhn bit khng tr gip

Nhn bit c tr gip

o lng mc xm nhp v trung thnh

100% 90% 80% 70% 60% 50.0% 50% 40.0% 40% 30% 20% 10% 0% Nga hag D n n Nga hag C n n % nha bie n t Nga hag B n n % duy tr mua Nga hag A n n 7.1% 25% 20.0% 22.2% 66.7% 60% 73.7% 75.0% 95% 90%

% xa nha m p

%Xm nhp=%Th thng hiu/%Nhn bit %Duy tr = %Hin dng/%Th thng hiu

o lng lin tng v cm nhn thng hiu

Mu m ep
10

D tm mua

8 6 4

Tin li, d s dung

Qung co hay

2 0

Vn hnh tt (chi tit)

Khuyn mi hp dn

Nhiu tnh nng

Sang trng

Bn

Mc o mong i

Thng hieu A

Thng hieu B

Thng hieu C

Thng hieu D

o lng cht lng cm nhn

Importance (mc mong i) 10 A5 A4 1 A3 A1 A2 A3 A4 A5 A6 Performance (mc cm nhn)

A1 I 10 2 5 7 9 1 P 8 9 2 6 3 3

10

A6

A2

ieu tra cac iem ban le Outlet census

Cach tnh th phan

CD3 Consumer Convenience Target Outlets Ward 3

Outlet Description Ward 3 Street Caf 18 Garden Caf Caf / Bar - Air Conditionned 4 Eatery 25 Restaurant / "Lang Nuong" 3 Karaoke 1 Night Club/Disco Internet Caf Internet Services 9 University/School 2 Total 62

LIT K CC IM BN L

Dng ca hng bn l Qun caf cc Qun caf sn vn Qun my lnh/bar Qun n Nh hng Karaoke V trng Internet caf Internet Trng hc Xe y im bn l Tng cng

K hiu O1 O2 O3 O4 O5 O6 O7 O8 O9 O10 O11 O12

S lng 10000 5000 500 10000 3000 500 100 200 800 500 1000 200 31800

T l 31% 16% 2% 31% 9% 2% 0% 1% 3% 2% 3% 1%

S lng mu 157 79 8 157 47 8 2 3 13 8 16 3 500

PHIU THNG TIN NH K

Dng ca hng bn l: O5 Thng 11 - 2006 Nhp u k Nhn hiu A 100 bn 50 Tn kho 50

Nhn hiu B
Nhn hiu C Nhn hiu D Nhn hiu E Nhn hiu F Nhn hiu E

200
100 50 150 20 10

150
70 50 100 15 5

50
30 0 50 5 5

Nhn hiu F
Nhn hiu I Nhn hiu J Tng

100
50 30 810

30
10 10 490

70
40 20 320

BNG PHN TCH TNG TH Th phn theo doanh s 22% 11% 6% Th phn theo doanh thu 33% 21% 7%

Doanh s Nhn hiu A Nhn hiu B Nhn hiu C 20.000 10.000 5.000

Gi 3.500 4.500 3.000

Doanh thu 70.000.000 45.000.000 15.000.000

Xp hn 1 2 5

Nhn hiu D
Nhn hiu E Nhn hiu F Nhn hiu E Nhn hiu F Nhn hiu I Nhn hiu J Tng

5.000
25.000 15.000 2.500 5.000 1.000 1.500 90.000

1.500
1.000 1.000 4.000 3.500 5.000 2.500

7.500.000
25.000.000 15.000.000 10.000.000 17.500.000 5.000.000 3.750.000 213.750.000

6%
28% 17% 3% 6% 1% 2%

4%
12% 7% 5% 8% 2% 2%

7
3 5 6 4 8 8