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Marketing chin lc
8 chin lc marketing v Gi v Gi tr
Tun H - Vinalink
1/1/2017

Ti liu marketing chin lc ny l mt phn nh trong Kha hc Marketing chin lc ca

Vinalink Academy Xem chi tit ti http://vinalink.edu.vn
 8 Chin Lc marketing bn vt tri i
th cnh tranh trn th trng

Chin lc 1: Khng tng gi bn nhng tng gi tr sn phm

Chin lc ny ng dng cho 3 trng hp cnh tranh khc lit trn th trng v hng li
chnh l khch hng :
1. Khi i th mi ra i gi thnh h hn nhng cht lng tt hn cnh tranh. Tuy
thng hiu ca bn mnh hn i th nhng dn dn nu bn khng nng cht lng ca sn
phm hay cc gi tr khc ln th bn s c nguy c tt hu, c bit l vn phi duy tr mnh
cht lng gi tr ca nh v sn phm nhng khng tng gi bn.
Nh vy bn phi ngay lp tc ngh cch tng cht lng sn phm hoc b xung tnh nng
mi, ci tin sn phm v dch v ko i th s chim th phn
2. Cc i th chnh trn th trng h gi cnh tranh hoc nng cao tr gi sn phm hn
bt buc bn phi c ng thi gia tng gi tr nhng khng th tng gi bn.
Tc l h gim gi thp cnh tranh - Mnh khng h gi theo m tng gi tr ln , gi khng
i !
3. Bn c c cng ngh mi lm gi thnh sn phm thp hn trc nn bn b xung chi
ph vo vic nng gi tr sn phm ln nhm chim lnh su hn th phn ca i th.
Hai trng hp u bn ch khi nng gi tr sn phm ln nhng khng th tng gi bn nn
li nhun bin s gim khin cuc ua dn n s ph sn. Bi ton y l phi nng cc tr
gi m chi ph khng h qu cao (Hc 10 phng php gia tng gi tr m khng lm tng gi
thnh)

Chin lc 2 : Gi tr khng i nhng gi bn li h r hn

Chng ta thng khng bn c hng th gim gi v ti v, v cui cng ko theo h ly l li
thp hoc ph sn.
Hy nh ch gim gi khuyn mi khi ri vo 3 trng hp sau
Chin lc ny p dng cho cc sn phm dch v khi chng ta ra i cc phin bn sn
phm mi (Sn phm c ht vng i). Chng ta thng thy cc cng ty in thoi di ng
gim gi sn phm khi h tung ra cc dng sn phm mi hn vi tnh nng u vit hn. Cc
trng hp khc l dn kho, thanh l...
Trng hp th 2 thng thy na l cc doanh nghip nng quy m sn xut v phn phi
khi th trng tiu th sn phm ca h mnh hn v h gi nhm m rng th phn cng nh
y tiu th nhanh hn nhm quay vng vn nhanh.
D thy nht l cc n v nhp my mc cng ngh mi hay c sng ch mi nn cng sut
ln hn, mun tiu th nhanh hn, chim th phn nhiu hn th h gi y hng
Trng hp th 3 l thay i tp khch hng, tm kim phn khc cn bin phn phi sn
phm nhiu v nhanh hn nh truyn thng cc tr gi ph hp vi nhm khch hng . Ch
chin lc ny cn cn trng v d thay i nh v ca sn phm v lu di.
V d nh ti thi trang ni ting nht Th gii l nhn L Vn chng hn, ngy xa bn cho Ty
xn gi 6000$ nhng ngy nay bn cho Tu v Vit nam gi ch cn 3000$
 Chin lc 3: Tng gi tr v h gi thnh sn phm

C 3 trng hp c th p dng chin lc ny:

1. Chn th trng mc tiu ngch. Khi chn th trng ny, bn cn phi h gi v khch
hng th trng ny thu nhp khng cao lm.

V d nh mt s dch v o to ti doanh nghip, khi em ra o to tp trung bn ngoi cn

c mc hc ph hp l hn nhng cht lng li phi nng cao hn i a s c th hc
c v lm c thay v o to ni b ti mt s d n v doanh nghip, do mc ng
u ca hc vin cng nh kh nng nm bt tt vo thc t hn khin chng trnh c th nh
nhng v chuyn mn su hn nhng li d truyn t hn.

2. nh v tt hn, gi r hn ca cc nh phn phi, bn l, thng mi. Cc chui ca hng

mt gi, siu th ln, cc chuyn trang mua chung... ang c nh v theo hng ny.

Hy ngh n Metro, BigC, Walmart... - h lun c gi bn thp nht nhng cht lng phc v
rt tt bng cch tng cc gi tr mm ca h bn cnh l cc hng ha ca thng hiu ln
lun xut hin cc khuyn mi do c tr gi hay hng min ph. Trong tm tr khch hng, h
lun l ni c gi thp nht nhng li c dch v tt nht.

Hin nay nhiu nhn hng ln khi cn lm thng hiu, h hay ti tr vi ngn sn phm cho
cc nh phn phi qung b trn network. Nh vy, thay v mt hng trm triu qung b khng
ng trng tm, h tn dng khch hng v network ca cc nh bn l qung b min ph
cc sn phm ca nhn hng khi hai bn k hp tc ti tr, min ph hng khuyn mi.

3. Khi mun thm nhp vo th trng cng. Khi mt thng hiu ni khc thm nhp
vo th trng kh chen chn (do cc i th cm cht sn), chin lc gi thp nhng cht
lng tt hn c thc hin nu bn c trng vn, c u t bi bn v tham vng tr
thnh s 1 ti th trng .

Lazada khi vo Vit Nam a ra gii php thng mi in t tt hn hn Chodientu v

Vatgia, khin doanh nghip khng c cm gic l b lng ph chi ph hay thi gian, nn nhanh
chng chim lnh th phn thng mi in t ti Vit nam.

Chin lc 4: B bt tnh nng sn phm nhng gi tr sn phm khng i v gi bn

r hn nhiu ln

Rt nhiu ngi tiu dng ca cm l h phi tr thm tin cho nhng chc nng h khng cn
thit lm trong sn phm ca bn. V d nh Samsung S5 c tnh nng o nhp tim - ti c l
100% ngi dng khng mun tr thm 25 USD dng tnh nng ny, v 99% ngi mua S5
l gii tr v vic o nhp tim i vi h khng qu cn thit.

Nh vy bn c th i vo dng sn phm gi r hn vi tnh nng t hn nhng li ch vi

khch hng khng thay i, v v vy gi thnh h ng k dn n gi bn tt hn i th nhiu
ln. y l mt trong nhng tuyt chiu nh gi sn phm cnh tranh v hy xem cc trng
hp sau:

- Vietjet Air ct sut n, cu hng khng v mt s dch v khng ng k khc v h gi

v r hn nhiu ln so vi VNA. Tc tng trng ca h tht ng n: t 0% ln 50% th
phn hng khng ti Vit Nam sau vi nm.
- Mt s ch u t bt ng sn gi r ct ng k phc li h tng, cng b gi bn th
khch t hon thin nn gi cho bn r bng 1/2 so vi cc d n xung quanh, khin thanh
khon ca h nhanh gp nhiu ln. Vi vng vn quay nhanh th tng li nhun ca h cao hn
nhiu so vi cc nh u t khc.

- Ct bt chi ph theo s lng hay bao b r hn. V d ti cha cht ra chn Sunlight vi
s lng c k, bao b siu r v gi bn thp s b sung rut cho loi chai mua sn khi dng
ht.

Mt s ch khch sn qun 1 (TP.HCM) thay i phng khch sn cho khch nc ngoi

thu thnh phng khch sn t ong gim din tch phng ng nhng s lng phc v li
tng ln v gi cho thu h xung rt thp khin t l s phng c khch thu cao hn v li
nhun tt hn.

- Ct bt tnh nng theo tp khch hng. Chn la nhng tp khch hng theo khu vc, thi
im, vn ha, gii tnh... khng cn tnh nng nht nh to li th cnh tranh v gi.

V d cc cng ty du lch c du thuyn ti H Long chia lm 2 tp khch: ngi nc ngoi

vi lch trnh cao cp v ring bit (bi tm ring, i ra Bi T Long, ng m vnh ring...), v
khch ni a vi lch trnh n gin (chy lng lng quanh Vnh H Long, bi tm chung, ng
ch cht chi...) h gi thnh dch v ph hp vi ti tin ca ngi Vit Nam.

Chin lc 5: Tr gi nng cao hn nhng gi bn ngy cng t hn :

Chin lc ny nhm thuyt phc khch hng giu c hn . Nhm ny cn dn dn chau chut
cc gi tr l tnh t n tinh xo tng gc cnh theo c ngha en v bng nhng nh
rng gia tng gi tr cm tnh vn l quan trng nht gi thnh c th nng cao v ti v. Cc
sn phm nh cao ca chin lc ny thng tung ra cc Limited Edition v khng bao gi
gim gi, thm ch cc sn phm c xu hng ngy cng tng gi bn.

Mc tiu ca nng cao cht lng sn phm cho chin lc ny : Dn ht mi tinh hoa sng
ch v s k cng ngy cng lm ra mt sn phm nh cao v cht lng vi s n lc cao
t nhng hot ng rt kh thc hin do cn nhng con ngi thc s ti nng v t m. H
hon thin tt c nhng tiu tit nh nht ca mi gc nhn v sn phm kh c mt i th
no bt chc c trong sm chiu.

Cng l in thoi nh Iphone, Samsung nhng hy xem Mobiado , Vertu ngy cng chau chut
gc cnh vi qu, v g c ch, nm vng , bc qu cho chic in thoi ca h vi s
lng c hn khin gi bn ca 1 chic Vertu ln ti hn 100.000 USD v ch dnh cho nhng
ai thc s mun si sang.

Cc sn phm ca Hermes lng ly vi cu chuyn h ly da b ca nhng con b tt cha bao

gi tn cng v hc nhau c th c c cht lng da cao cp nht cho cc sn phm ti
da ca Hermes khin gi bn ca 1 chic ti Hermes ln ti 100.000 USD 1 chic.

Key chin lc l : Gi tr cm tnh v phong cch sng, vn ha tin ti tng lp cao hn,
cc cu chuyn cho thng hiu v tinh xo ngh thut sn phm gc l tnh.
Customer insights : Tn vinh ci ti , thng cho ngi yu qu, xp hng ng cp level
bn thn trong nhm ngi nht nh, nhu cu c nhn nhn tn vinh.
 Cc knh media : chn la premium media truyn thng nh Tp ch chuyn ngnh, ti
tr s kin VIP, Private events, Direct sales cho nhm khch mc tiu v tuyt i khng dng
cc Media thng nh bo ch, Internet, TVC... nh cc hng ha bnh dn ang truyn thng.
Tuyt i khng qung co v ch lm cc hot ng PR hoc WOM. Thm ch cn hn ch s
ngi khng lin quan bit n thng hiu.

Cc knh phn phi : Luxury Private Showroom

Gi bn : Ngy cng tng gi v khng bao gi khuyn mi gim gi

Chin lc 6 : Gi tr l tnh v cm tnh khng i nhng tng thm tr gi gia tng

bn ngoi sn phm.

Chin lc th 6 l gia tng gi tr bng qu tng nh : Voucher, Gifts, quyn li c bit, tng
sn phm i km... c im ca n l ku gi hnh ng cho vic tng sales bng k thut
khan him v hay p dng cho cc tnh hung cnh tranh sau :
+ Tng sales vo cc dp l nu l sn phm cn dn kho
+ Tung vo thi thp im cn tng sales ct Operation cost.
+ Hng cn loi b bt do cc l do sp ht hn, sn phm sp ht vng i, cn quay vng
vn...
+ Cn tng sales cho sn phm kh bn hay c margin li nhun bin ln.
+ Tng sales cho chin lc Location Sales Balance (Cn i doanh thu a im phn phi)
+ Cc chng trnh Cross-sale hay Co-marketing
+ Chm sc khch hng c
+ Khi gi sn phm b cao hn i th nhng cc core values khng vt tri.
Cnh tranh bng tng qu khuyn mi
C gn 100 k thut tng qu, khuyn mi nh : Tch im thnh vin, Voucher bng tin mt
cho ln mua k tip, Voucher tng bn thn, qu tng qung co, phiu gim gi cho doanh s
ln, Cross-voucher, mua 2 tng 1, qu tng i km, gim gi cho sn phm cross sales...
Tuy nhin cc k thut khuyn mi tng qu nn i km k thut khan him nh : Khan
him s lng, khan him thi hn, khan him c quyn gia tng hnh ng ca khch
hng mc tiu.

Chin lc th 7 : Gi tr l tnh khng i nhng li c tng thm gi tr cm

tnh lin tng mi

Vi nhiu sn phm chng ta khng th thay i l tnh ca n do gi thnh sn phm s b i

cao hoc cc nguyn nhn khc nh chng ta ch l nh phn phi nn khng th tng gi tr l
tnh nn c th p dng chin lc gia tng cc gi tr cm tnh lin tng (Khng qu lin quan
gi tr c bn sn phm)

V d : Sau khi b phim Minnions ra i khin cc bn tr xn xao th o in hnh ng cnh hot

Minnions c sn lng v tr gi cao khin ngy thng 1 chic o thun gi 120K rt kh
bn nay d dng bn c 220K 1 chic m chy hng.
Bitis l mt case in hnh v loi giy Hunter c qung co rm r gia nm 2016 khng
ai quan tm oi hoi th sau s kin Sn Thng s dng i giy Hunter ny trong MV nh
m "Lc Tri" ngay lp tc chy hng !
Trng hp ny c nhiu bin th v xt v gi tr cm tnh n gm 10 loi cm tnh
(c coi nh l Thp i li ch)
Gi tr cm tnh ng cnh : V d nh sn phm o phng c in hnh Minnions hay i giy
Hunter trong s kin Lc Tri
Gi tr cm tnh ci ti , s tn trng v xp hng th bc : V d dng sn phm Iphone,
n cao gp i tr gi tht nh chin lc ny
Gi tr cm tnh cm xc gic quan : V d v cu chuyn i xem phim ngoi rp - Thng
gi tr b phim nm 30% ni dung v k xo , 20% gi tr truyn thng cn 50% ca n nm
rp chiu phim, chnh v th cc bn thng thch ra rp xem phim thay v xem nh.
Gi tr cm tnh x l lo ngi : Gii quyt 1 vn lo ngi m h cn vt qua, v d sn
phm Organic, thc phm chc nng, rau sch...
Gi tr cm tnh nim tin : Xy dng thng hiu to dng nim tin chnh l xy dng
tr gi Branding / Trusted brand. Cc hot ng ny thng l quy trnh nhn din thng hiu,
nh v chuyn su v marketing tri nghim gia tng nim tin.
Gi tr cm tnh tnh cm : Xy dng quan h tng tc gia khch hng v ngi bn
hng ca thng hiu.
Gi tr cm tnh lin tng : Content marketing, Doing telling, marketing 3.0 l cc hot
ng nhm xy dng tr gi ny. Neptune xy dng cu chuyn Tt on Vin to ra gi
tr m m on vin ngy tt gy xc ng khch hng n lun mun gia nh hnh phc ngy
Tt. M gu v kh khn khi cnh tranh v l tnh nn xy dng cu chuyn B Tun b ung
th mu v c x hi thng cm.
Gi tr m neo : Neo t tng sn phm c gi tr ln bng cc hot ng m neo t lu di
v d m neo v s n lc ln lm ra sn phm (Dng sn phm th cng l v d)
Gi tr cm tnh t n by : Thn tng, ngi thn, ngun gc xut x sn phm hay
nguyn liu, Chuyn gia u ngnh, cng ngh, khoa hc mi...
Gi tr cm tnh ng cnh : Bao b theo ng cnh,

Ni k hn v gi tr lin tng : l tp trung xy dng mt tr gi bn ngoi tr gi sn phm

nhng gi tr lm khch hng lin tng ti thng ip ca sn phm ca mnh v n lm gia
tng tr gi sn phm ca mnh khin khch hng la chn l v gi tr ny l chnh.
Chin lc ny chng ta thy Apple v Xiaomi xy dng H iu hnh ring v theo l

ch ng dng i km, v d khc nh Coccoc l mt search engine nhng xy dng trnh duyt
Crom+ khin h m thm chim c 5% th phn search ti Vit nam v tr thnh trnh duyt
ng th 2 ti VN l mt kt qu v cng kh quan.

Chin lc th 8 : Tng gi tr tng lai v gi thnh s theo tng mc ca giai

on tng lai

Chin lc v sn phm v gi cui cng ny l cng thm cc gi tr lin tc khi khch hng
mua hng xong v khch hng phi tr thm tin cho cc gi tr ny, thng p dng nhiu nht
trong marketing dch v.
Chin lc ny rt khn kho thu phc khch hng mi bng cch h gi sn phm so vi
gi tr thc nhng dng chm sc khch hng v cht sales theo phu thu li t cc hot
ng bn hng sau ny. Hy nh chi ph b ra c khch hng mi tn gp 4 ln so vi gi
chn khch hng c.
Chin lc ny cng p dng cho kiu pht trin sn phm theo phu nhm ti gim chi ph
marketing v "Phu marketing" l chin lc marketing hay nht mi thi i dnh cho cc sn
phm dch v. Bn no c mun c bi nghin cu Cc chin lc "Phu marketing" ca ti th
comment bn di nha, s vit cho bn no quan tm.
Hy xem mt s v d sau:
Vinalink l cng ty c 4 dch v theo dng phu bao gm o to Digital marketing cho cc
ch doanh nghip Vit nam theo tp trung ti 3 c s trn Ton quc vi phng php o to
i t Chin lc n Thc thi thc t v ton b chi ph marketing l dn cho vic tuyn sinh
nhng mc tiu chnh ca Vinalink khng phi l sn phm ny m l cc sn phm tng lai
ca n : Kho st th trng online, T vn Digital marketing tng th v thc thi mi l 3 sn
phm chnh nhng Vinalink khng tn 1 xu marketing cho cc sn phm ny.

Cc sn phm dch v s dng thu bao cng hay dng kiu chin lc ny : Mt dch v
hosting cho thu gi siu r nhng cht lng rt tt thu ht c rt nhiu khch hng v
sau cho thm cc gi dch v nng cao nh Backup d liu t ng, dung lng email khi
dng y, tng bng thng v CPU, Dch v thit k web online, bn cc sn phm Cross sales
khc khin h c doanh s ln hn rt nhiu cc n v khc ch nhm nhm c li ngay t u
tin.

Tm li 8 chin lc trn chnh l chin lc v sn phm v gi bn (Product/Price) theo

gc nhn ca vic cn i gia li ch v gi bn. Xin nhc li cu ni : Marketing chnh l cuc
chin v gi tr v nhng ai lm kinh doanh cn phi nh iu ny - N khng ch l kin thc
cho dn Lm th, m n cn l kin thc dnh cho cc ch doanh nghip hay tt c chng ta :
Hy cung cp gi tr ngy cng nhiu cho ngi khc thay v i hi h phi tn trng hay qu
mn mnh !

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