p&g, unilever và l’oreal: cuộc đua tam

8/14/2019 P&G, Unilever v LOreal: Cuc ua Tam

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P&G, Unilever v LOreal: Cuc ua tam m y th v

Written by WebmasterThursday, 02 June 2005

Kh m ngh v Procter&Gamble v Unilever, hai trong s nhng tp on ln nht th giitrong lnh vc m phm, nh nhng cy trc qu mng mnh. Nhng vn c mt iu m chai i gia ny u khng mun l mi ngi khi ni v ngnh sc p vn cn ngh ngay

n LOreal, mt tp on ln ca Php c kh nng e do v tr thng tr ca h. Gi y,mc tiu ca c P&G v Unilever l thay i cc din tam m ny. Cuc chin tay ba trongngnh m phm th gii gia ba i gia Procter&Gamble, Unilever v LOreal lun v cngth v

v li nhiu bi hc trong ngh thut cnh tranh v marketing, Allan Afley, gim c iu hnhP&G ni. Dng nh, khng ai trong s ba i gia trn u mun mnh b lp v hn trong cuc ua

tam m y gian nan. Chnh v th, nu c c hi v thi c l h tn dng ngay.

Xut pht im ca c ba khng phi l thp. Unilever s hu cc nhn hiu m phm thnh cngnh sa chm sc ton thn Calvin Klein v Dove. Nm 1999, Unilever c 1600 thng hiu ckinh doanh ti 150 quc gia nhng c iu l trong s , c n 600 thng hiu mang li chocng ty 90% li nhun, cn phn ln cc thng hiu khc mi ang chp chng nhng bc iu tin vo th trng. Theo Mark Nolan, Gim c tip th ca Unilever ti chu u: Kinh nghimca Unilever cho thy, mun xy dng v bo v thng hiu ca mnh trn th trng th ngoivic s hu mt cng ngh siu cao, k nng lao ng c bit, h thng dch v tinh t, h thngphn phi v bn hng hon ho,... chng ti cn phi lm ch v nh hng c gi c trn thtrng, lm ch c cc phng tin truyn thng i chng v h thng qun l. Mt yu cu nal Unilever phi lm th no khch hng c th nh, nhn bit, phn bit, chn la sn phm

ca hng gia rng sn phm tng t trn th trng. Hin Unilever bn sn phm nc x lmmm vi v du gi trn khp chu u vi 7 tn gi ring bit nhau, thng l ng trong nhngbnh c kiu dng khc nhau, vi cc chin lc marketing khc nhau v thm ch i khi cn vinhng cng thc khc nhau.

Cn P&G ni ting vi t lt pampers, bt git Tide, du gi u Pantene, loi du gi u hng uth gii v Max Factor cng Olay m theo tiu chun ca P&G th thuc vo loi kem dng da gicao. Tp on ca M ny cng gi vai tr quan trng trong th trng thuc nhum tc, mt ngnhang n r trong lnh vc sc p, vi v sp nhp Clairoil (5 t USD) nm 2001 ln nht trong lchs P&G. Khng nhng th P&G ng mua li hng Gillette vi gi khong 57 t USD. Nu ccc nh kim sot chng c quyn tn thnh, tha thun ny s lp ra tp on sn xut hngtiu dng ln nht th gii. Theo nh gi ca cc chuyn gia kinh t, P&G hin c ti sn tr gign 54 t USD vi 110.000 nhn vin ti gn 80 nc trn th gii.

Tuy vy, chnh LOreal mi l ngi thng lnh ngnh sn phm sc p c gi tr n 110 t USDmi nm. Tp on ca Php ny dn u trong cc sn phm nhum tc ti c M v chu u, vthng lnh th trng m phm M. Vic LOreal a nhng nhn vt ni ting quyn r nh siusao in nh ca nhc Natalie Imbruglia vo qung b cho sn phm ca mnh vi khu hiu lm saym lng ngi Because youre worth it ca h bin nhng sn phm c gi cao ngt tri trthnh c mt ni ti sn ln.
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Nhng v tr khin ngi ta thm thung y ang c nguy c b tn cng. T khi Well, mt hng snphm sc p ca c t chi v sp nhp vi Henkel, mt i th cng ti th trng c, tin n lan sang nhng ngi quan tm khc trong c P&G v Unilever. Cch y khng lu, c tinP&G t gi 6 t USD cho v sp nhp ln trong ngnh m phm th gii vi Well. Nu thuytphc c gia nh sng lp Well th P&G s chy st vi LOreal trong th trng m phm v thmm vin chuyn nghip chu u v cng c v th ca h trong mt hng cht nhum tc. Bi

theo nh gi ca P&G th chnh quyn s hu Clairol ca h phn nhiu hn ch hot ng cahng ch trong phm v nc M m ng sn chi rng ln ti chu u cho LOreal.

ln sn ca LOreal, P&G v Unilever cn nhng ci u lnh v tnh to. CEO Alan Lafley l vsp u tin ca P&G ni ln trong ngnh kinh doanh sc p. T lu ng n mt hng spp khc ca c l Beidorf, nh sn xut ra Nivea, nhn hiu chm sc da ln nht th gii.Mc d nhng cuc ni chuyn vi hai c ng ln ca hng ny khng c thnh cng, Lafley vnquyt tm thc hin nhiu giao dch trong lnh vc ny. Cn vi Wella, t nht, Alan Lafley cng phii mt vi s cnh tranh ca i th truyn kip hng Niali FitzGerald.

Chnh Alan Lafley l ngi nhn ra mt s sai lm trong cc k hoch kinh doanh v marketingca P&G trong thp nin 90 khin LOreal c c hi vt ln. Alna ni: Chng ti khng ngn ngiloi b nhng thng hiu khng c ch ng trn k hng hoc khng thu ht c khch hng rakhi danh sch thng hiu ca mnh. gi ly nhng khch hng a thch thng hiu c, chngti khuyn mi h bng sn phm ca thng hiu mi, pht phiu gim gi hoc i hng c lyhng ca thng hiu mi. Nhng vn quan trng m chng ti qun mt l khi loi bthng hiu no th vn phi tip tc gi li 1 thi gian na nhng quyn li ca thng hiu bloi b. Nu khng th nhng thng hiu b loi b c th phc sinh v lm ngn ngm ngich c ca mnh. Minh chng r nt nht cho nhn xt trn ca Alan l P&G cho ra i giy vsinh thng hiu White Cloud v Charmin, sau vo nm 1993 hng quyt nh loi b thnghiu giy v sinh White Cloud gii thiu vi khch hng tt c cc sn phm di thng hiuCharmin. P&G khng nhn ra c thi gian hiu lc ca thng hiu White Cloud vn tip tc tnti. V mt nh doanh nghip nhy bn li dng iu ny bn li thng hiu ny cho hthng bn l WalMart. T y tr i WalMart s dng thng hiu White Cloud cnh tranh vichnh thng hiu Charmin.

V pha Unilever, gn y ng ch tch ca hng, John Dennis, tha nhn rng tp on H Langc Anh ny l mt dp bng n th trng thuc nhum tc: Chng ti chm chn.Trong thi gian t nm 1999 n nm 2003, Unilever bt u chng trnh ti u ha thng hiuca mnh. Hng quyt nh mua li cng ty thc phm Bestfoods, gip cng ty s hu nhiu thnghiu ni ting nh Mayonese Hellmanns, du lc Skippy v sp Knorr. Trn th trng sc p,Unilever ang dnh ht mi quan tm cho ti chin dch tung ra th trng chu u cc sn phmSunsilk cng nh m rng mt nhn hiu ln khc, Dove, th trng nc M.

p tr nhng t tt cng t ca P&G v Unilever vo th trng nh cao ny, LOreal tung ra du dng tc Fructis ti M vi t khuych trng nhn hiu ln nht t trc n nay tiy nhm n lc ginh li v tr ca mnh trn gian hng ca cc hng bn l i chng nh

Walmart vn l khch hng ln nht ca P&G.

Trc mi e da t cc i th cnh tranh trong cuc ua tam m, c P&G, Unilever v LOreal utng cng chi ph qung co v marketing i vi cc nhn hiu ch cht ca mnh. Song song, cba i gia u tin hnh cc cuc thm d ngi tiu dng v cho kt qu l 79% s ngi chi cho rng ci tin sn phm l iu quan trng. Tuy nhin, ti cuc iu tra th c trong haingi c hi th c gn mt ngi cho rng kin ca h khng c quan tm. iu ny i hic P&G, Unilever v LOreal cn tip tc vi nhng chin lc ring ca mnh. V cui cng, cuc


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chin tay ba quyt lit ny chc s khin cho phi p trn ton th gii phi mt phen mm cithch th.

Bwportal (Tng hp t Globe Life)Last Updated ( Thursday, 02 June 2005 )

Bn l mt ph n tr ang tm mua du gi u? Nu vo thi kcch y chng chc nm, vn khng n ni qu phc tp: bns chn mua loi du gi cht lng tt, gi c phi chng, v nhucu ct li ca bn lc rt n gin: dng du gi c mt mitc p.

Nay th mi chuyn c v khng sun s nh vy, bi cci gia m phm gip bn nhn ra rng ngoi nhu cu ctli , bn cn c rt nhiu nhng nhu cu khc m cng chxoay quanh chai du gi u.

T nhng qung co li cun v hp dn

Pantene l mt trong s nhng nhn hiu du gi sm gt hic thnh cng trn th trng. Cc nhn hiu Pantene c c bit ha v phc vnhiu phn khc th trng khc nhau.

Bn cnh qung co si ng, n tng trn truyn hnh v bo ch, Pantene cng pdng thnh cng vi cc qung co khng dng mass-media. Pantene ti tr nhiuchng trnh tr chi trn truyn hnh; cu lc b Pantene vi cc m ca nhc tinhiu ni trn th gii lun thu ht ng o gii tr. Chnh vic ti tr cc chng

trnh gii tr ny gp phn nng cao nhn thc nhn hiu rt ln cho Pantene.

Khng chu thua km P&G cha ca Pantene, tpon Unilever, hin s hu cc nhn hiu m phmthnh cng nh du gi Sunsilk, Clear, sa chm scton thn Dove, cng c nhng chiu bi c o.Nm 1999, Unilever c 1600 thng hiu c kinhdoanh ti 150 quc gia v 90% li nhun ca hngn t 600 nhn hiu ni ting.

Theo Mark Nolan, gim c tip th ca Unilever ti

chu u th: Kinh nghim ca chng ti cho thy,mun cnh tranh v bo v nhn hiu ca mnh trnth trng th ngoi vic s hu mt cng ngh siucao, k nng sn xut c bit, h thng dch v tinht, h thng phn phi v bn hng hon ho... cnphi lm ch v nh hng c gi c trn thtrng, lm ch c cc phng tin truyn thngi chng v bin php marketing.

Qung co du gi ca

Panene.
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Mt yu cu na l Unilever phi lm th no khch hng c th nh, nhn bit,phn bit, chn la sn phm ca hng gia rng sn phm tng t trn th trng.Hin Unilever bn sn phm nc x lm mm vi v du gi trn khp chu u vi 7tn gi ring bit nhau, thng l ng trong nhng bnh c kiu dng khc nhau, vi

cc chin lc marketing khc nhau v thm ch i khi cn vi nhng cng thc khcnhau.

Cuc chin gia P&G v Unilever ang ngy mt quyt lit th xut hin cc nhn hiudu gi chu vi cc chin lc marketing c o. Ni bt nht l Double Rich caLG, hin c sc hp dn mnh nh phong cch qung co TPE (third partyendorsement), vi s gp mt ca hng lot siu sao phim truyn hnh Hn ni ting

Tuy vy, chnh hng LOreal mi l ngi thng lnh ngnh sn phm chm sc scp c gi tr n 110 t USD mi nm. Tp on ca Php ny dn u trong cc snphm nhum tc ti c M v chu u, v thng lnh th trng m phm M.

Vic LOreal a nhng nhn vt ni ting quyn r nh siu sao in nh ca nhcNatalie Imbruglia vo qung b cho sn phm ca mnh vi khu hiu lm say mlng ngi Because youre worth it ca h bin nhng sn phm c gi cao ngttri tr thnh c mt ni ti sn ln.

n ngh thut xy dng v pht trin thng hiu

Trc sc mnh ln sn v cng ln ca LOreal, c P&G v Unilever phi nhncn nhng chin lc xy dng v pht trin hiu ca mnh xem c thiu st g khng.Chnh CEO Alan Lafley ca P&G l ngi nhn ra mt s sai lm trong cc khoch marketing ca hng vo thp nin 90 khin LOreal c c hi vt ln.

i vi nhng nhn hiu khng thu ht c khch hng, chng ti khng ngn ngiloi b. gi ly nhng khch hng a thch thng hiu c, chng ti khuyn mih bng sn phm ca thng hiu mi, pht phiu gim gi hoc i hng c ly hngca nhn hiu mi.

Nhng vn quan trng m chng ti qun mt, l khi loi b mt nhn hiuno th vn phi tip tc gi li mt thi gian na nhng quyn li ca chng. Nukhng th nhng nhn hiu b loi b c th phc sinh v lm ngn ngm ngi chc ca mnh.


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Kh m ngh v Procter&Gamble v Unilever, haitrong s nhng tp on m phm ln nht th gii,nh nhng cy trc qu mng mnh. Nhng c mtiu m c hai i gia ny u khng th ph nhn l khi ni v m phm, mi ngi vn cn ngh ngayn nhng ci tn khc nh LOreal, LG, Komachi ,

ang c kh nng e do v tr thng tr ca h.

Cuc ua trong ngnh m phm th gii gia cc i giahng u nh Procter&Gamble, Unilever v LOreal lunv cng th v. Dng nh, khng ai trong s cc i giau mun mnh b lp v hn trong cuc cnh tranh ygian nan ny. H tung ra hng lot cc chiu bimarketing v qung co khc nhau, John Dennis, chtch kim gim c iu hnh ca tp on Unilever, chobit, Chnh v th, cuc ua li nhiu bi hc th v

trong ngh thut cnh tranh v marketing. Cc cng ty trong nhng lnh vc khc c th thy

c khng t phng cch tip th ng gi.

Th hnh dung bn l mt ph n tr ang c nh tm mua mt loi du gi u v m phmph hp vi mnh. Nu bn vo thi k cch y chng chc nm th vn s khng nni qu phc tp: bn s chn mua loi du gi va c cht lng tt li c gi c phi chngbi v nhu cu ct li ca bn lc rt n gin, du gi ch yu ch dng cho vic em limt mi tc p. Nay th mi chuyn c v khng n gin nh vy, bi cc i gia m phm gip nhn bn nhn ra rng ngoi nhu cu ct li , bn cn c nhng nhu cu khc mcng ch xoay quanh chai du gi u hay hp m phm. Th cho nn mi c chuyn thtrng m phm pht trin ht sc phong ph v a dng nhm phc v cc phn on thtrng khc nhau.

T nhng qung co li cun v hp dn

Pantene l mt trong s nhng nhn hiu du gi sm gt hi c thnh cng trn th trng.Nm 2004 v na u nm 2005, doanh thu ca Pantene tng trung bnh 10 % so vi cng knm trc, th phn ca Pantene trn th trng du gi chu tng ln ng k. Cc nhnhiu Pantene c c bit ha v phc v nhiu phn khc th trng khc nhau. NgoiPantene, P&G cn s hu nhiu nhn hiu khc nh t lt Pampers, bt git Tide, kem dngda Max Factor cng Olay m theo tiu chun ca P&G th thuc vo loi kem dng da caocp. Tp on ny cng gi vai tr quan trng trn th trng thuc nhum tc, mt ngnhang n r trong lnh vc chm sc sc p, khi mua li hng Clairoil (tr gi 5 t USD) vonm 2001.


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iu c bit trong nhn hiu caP&G l thnh cng n t s thc thimt chin dch truyn thng sng to,i mi v c sc trn nhiu knhtruyn thng. Qung co truyn hnhca sn phm du gi Pantene lun

kho lo s dng m thanh v cc cakhc tr trung si ng, t bi ht tivic dng m thanh ca mt s nhcphim ni ting. C th ni, m thanhtrong cc phim qung co caPantene thc s cun ht khchhng, c bit l cc ph n tr.Ngoi ra, qung co trn bo ch caPantene cng rt n tng, chnghn cc mu qung co c lin h sng mt ca tc vi s mn mngnh nhung la.

Bn cnh qung co trn truyn hnhv bo ch, Pantene cng p dngthnh cng vi cc qung co khngdng mass-media. Pantene ti tr

nhiu chng trnh tr chi trn truyn hnh; cu lc b Pantene vi cc m ca nhc ti nhiuni trn th gii lun thu ht ng o gii tr. Chnh vic ti tr cc chng trnh gii tr ny gp phn nng cao nhn thc nhn hiu rt ln cho Pantene.

Khng chu thua km P&G, tp on Unilever, hin s hu cc nhn hiu m phm thnh cngnh du gi Sunsilk, Clear, sa chm sc ton thn Dove, cng c nhng chiu bi c o.Nm 1999, Unilever c 1600 thng hiu c kinh doanh ti 150 quc gia v 90% li nhun

ca hng n t 600 nhn hiu ni ting. Trong s phi k n nhn hiu Sunsilk. Qungco ca sn phm du gi Sunsilk trc y thng mang phong cch kh kinh in, trong sn phm c cp trc tip, c nu r cc tnh nng, tc dng v thnh phn ch yu nhnhn sm hay mt ong chng hn. Th ri t nhin t vi nm tr li y, hnh nh cc siumu, thng l nhng c gi tr p hoc minh tinh mn bc ni ting, xut hin trn ccqung co ca Sunsilk vi mi tc ng mt, d nhin l c x l bng k thut quay phimqung co to ra mt s cun ht mi m. Phim qung co kt thc, thng ip chnh vnhn hiu Sunsilk hin ra, mi gi khch hng hy dng th sn phm.

Dn dn vi xu th ny, cc qung co v sau ca Sunsilk theo st nhng din bin mica th trng hn, c ct truyn hp dn hn v khng ch gii hn vic gii thiu v snphm thun tu m ch trng hn n yu t tc ng vo cc i tng khch hng c

th. Trong mt qung co trn truyn hnh mi y ca Sunsilk, nhn vt chnh l mt c gitr gp li anh bn trai mi i xa my nm v. Khi c anh bn hi c c nh anh khng, c

gi tr li ai thm nh anh,nhng thc ra trong lng lithm ngh em nh anh lm,th hin qua du ngoc vunghm suy ngh thm kn. yl mt b phim qung co cttruyn nh nhng, truyn cm


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Hiu c tm tr ca khch hng tht ra khng kh. Mt nh thit k bao b ch cn thu thp y minhu cu, s thch, thi quen v tnh cm ca tng khch hng, t , lc ra nhng yu t cn thit tonn mt bao b hon ho trong mt ngi tiu dng. Ti b phn thit k bao b thc phm tp onUniliver, mc d khng trc tip ni ra nhng hu ht

Procter & Gamble V th dn u th trng

Procter & Gamble (P&G) c ng o mi ngi xem lmt nh kinh doanh hng tiu dng gii nht khng ringch Hoa K. H xy dng c nhn hiu s mt mts mt hng quan trng nh: My ra chn t ng(Cascade), cht ty ra (Tide), giy v sinh (Charmin),khn giy (Bounty), nc x lm mm qun o (Downy),kem nh rng (Crest) v du gi u Head&Shoulders,Pantene, Rejoice. Vai tr dn u th trng ca h datrn mt s nguyn tc:

1. Hiu bit khch hng: P&G nghin cu khch hng vtnh hnh mua bn ca mnh thng qua vic thng xuynnghin cu marketing v thu thp tin tc tnh bo. Cng ty lp t s in thoi min ph 800 khch hng c thgi trc tip cho P&G trnh by nhng yu cu, kin ngh

v khiu ni v sn phm P&G.

2. C tm nhn xa: P&G ginh thi gian phn tch mi c hi v chun b sn phm tt nhtri cui cng mi quyt nh lm cho sn phm thnh cng.

3. i mi sn phm: P&G l thng hiu tch cc i mi v bo m ch li ca sn phm.H tung ra nhng nhn hiu em li ch li mi cho ngi tiu dng, ch khng phi nhngnhn hiu ch c hu thun bng chin dch qung co rm r. P&G b ra 10 nm nghin cu kem nh rng chng su rng c hiu qu u tin. H cng b ra nhiu nm nghin cu du gi u Head&Shoulders tr gu c hiu qu. P&G pht hin thy rng ccbc cha m mi mun trnh phi chun b git t lt, nn ci tin t lt giy Pampers dng1 ln. Cng ty kim nghim rt k lng sn phm mi ca mnh qua cc khch hng rich sau khi thy n c a thch thc s mi tung ra th trng.

4. Chin lc cht lng: Ban u P&G thit k sn phm vi cht lng trn trung bnh. Sau

khi tung ra th trng , sn phm cn c ci tin lin tc. Khi P&G tuyn b l snphm mi v ci tin, th thc s l nh vy. iu ny tri ngc hn vi mt s cng tysau khi n nh cht lng rt t khi ci tin n v mt s cng ty th gim cht lng i kim li nhiu hn.

5. Chin lc m rng mt hng: P&G sn xut cc nhn hiu ca mnh vi nhiu kch c vhnh thc tho mn s thch khc nhau ca khch hng. iu ny to cho nhn hiu ca hchim nhiu ch hn trn gi trng by v ngn chn khng cho cc i th cnh tranh cth xm nhp vo v tho mn nhng yu cu cha c p ng ca th trng.

6. Chin lc m rng nhn hiu: P&G thng hay s dng tn nhn hiu vng vng ca mnh tung ra nhng sn phm mi. V d, nhn hiu Ivory ca x bng cc c m rngsang sa tm, du ra chn a v du gi u. Vic tung ra mt sn phm mi vi tn nhnhiu tn ti vng vng lm cho n c chp nhn v c tn nhim nhanh hn, ng thi

c chi ph qung co rt nhiu.

7.Chin lc nhiu nhn hiu: P&G sng to ngh thut tip th a nhn hiu cho cng mtloi sn phm. V d, h sn xut 8 nhn hiu x bng tm, 6 nhn hiu cho du gi u v 4nhn hiu cho mi mt hng nc ra chn a, kem nh rng, c ph v nc ra sn. Mcch l thit k nhng nhn hiu p ng c nhng mong mun khc nhau ca ngi tiudng v cnh tranh vi nhng nhn hiu c bit ca i th . Mi nh qun tr nhn hiu cquyn kinh doanh c lp nhng nhn hiu ca mnh v ua nhau em li li nhun cho cngty. Do c nhiu nhn hiu trn gi by hng, cng ty chim gi c khng gian trng by


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v c nh hng ln hn i vi nhng i l phn phi.

8. Qung co dn dp: P&G l thng hiu qung co hngtiu dng ng gi ln hng u ca M, chi hng tUSD cho ngn sch qung co hng nm. N khng bao gih tin trong vic chi tin nhm lm cho nhiu khch hngnhn bit v a thch cc thng hiu ca mnh.

9. Lc lng bn hng nng ng: P&G c mt lc lngbn hng siu hng, lm vic rt hiu qu i vi nhngi l bn l ch cht ginh c khng gian trng byv hp tc trong vic trng by ti ni bn v hot ngkhuyn mi.

10. Kch thch tiu th hiu qu: P&G c mt phng khuyn th lm t vn cho nhng ngiqun l nhn hiu v cch khuyn mi hiu qu nht nhm t c nhng mc tiu c th.Phng ny nghin cu nhng kt qu bn hng v tiu dng , pht trin tnh hiu qu ca tiuth trong nhng trng hp khc nhau. ng thi P&G cn c gng gim n mc ti thiuvic s dng bin php khuyn th v ch yu da vo qung co to ra s a thch lu ditrong ngi tiu dng.

11. Cnh tranh quyt lit: P&G ph trng lc lng mi khi n dn p i th cnh tranh.Cng ty sn sng chi nhng khon tin ln nh bi nhng nhn hiu cnh tranh mi vngn khng cho chng chen chn uc trn th trng.

12. Hiu qu sn xut: Ting tm ca P&G nh mt cng ty tip th ln cng tng xng vitm c ca mt cng ty sn xut ln. Cng ty chi nhng khon tin khng l cho vic nghincu pht trin v ci tin hot ng sn xut nhm gi cho gi thnh ca sn phm khng caohn trong ngnh.

13. H thng qun tr nhn hiu: P&G sng to ra mt h thng qun tr nhn hiu trong mi u vin iu hnh chu trch nhim v mt nhn hiu. H thng ny c nhiu i thcnh tranh bt chc, nhng thng l khng c c thnh cng m P&G t c sau

nhiu nm hon thin h thng ca mnh. Trong bc pht trin gn y, P&G ci tin ccu qun tr chung ca mnh cho mi loi nhn hiu u do mt nh qun tr chu trchnhim v c khi lng ln li nhun, Tuy nhin vic ny khng thay th h thng qun trnhn hiu c lp, n gip tp trung mi nhn chin lc vo nhng nhu cu tiu dng thencht v y mnh cnh tranh gia cc loi.

V th dn u ca P&G khng ch da trn c s lm tt mt vic, n cn da trn c s phihp thnh cng nhiu yu t gp phn to nn v tr dn u ca th trng. Vo nhng nm1985, P&G b st gim li nhun ln u tin trong 33 nm trc nhng trn tn cng ginhth phn thng li ca Colgate, Unilever, Beecham v Kimberly-Clark vo mt s nhn hiuthen cht ca h. Nhng P&G hi phc nh i mi v ci tin sn phm, v tip tc givng v th dn u ca mnh.

Ngun: Su tm | Ngy cp nht: 2006-06-12

Gii thiu bn b | Quay li | u trangCc tin a

Khai trng Siu Th ln nht Min BcQung co VN s phi cnh tranh quyt litTh trng Qung co Vit Nam qua cuc hi tho gia VAA v EuroChamCc nhn hiu ni ting ang b thoi tro?Tip th cho tr em
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10/14

Tip th chu phi gn lin vi vn haMun kinh doanh gii phi hc cch giao tipMarketing nhp gia tu tcTip th li thi lm lu m cc nhn hiu chu B quyt c mt slogan hay

mi ngi u tun theo nguyn tc trn.Thit k: Chin lc Marketing mi cho Tp

on0 TweetNhiu thp k qua, hu ht cc cng ty u nhm vo nhng ngch th trng vi cc sn phm, dch v

mi l, c o.

By gi khi mc cnh tranh trn ton cu cng ngy cng khc lit, cc nhn vin marketing dn hiu rng nu

nh ch tung ra mt dng sn phm mi l, c o vo th trng th h s khng th no nh v bn thn mnh

khc bit mt cch c o so vi cc i th cnh tranh.

Chng ti tin rng cht lng v bn cht ca mi quan h cng nh s tri nghim ca khch hng s l mt

trn cnh tranh tip theo.

Michael Dell, CEO Dell Computer

C l nhiu nhn vin marketing ngh rng s thnh cng ca nhng cng ty nh Dell l do h c mi th gip h

to nn sc mnh t ph v sng to khin nhiu ngi phi ghen t. Trn ht thy, h kinh doanh nhng sn

phm cng ngh t ph ca thi i.

Nhiu thp k qua, hu ht cc cng ty u nhm vo nhng ngch th trng vi cc sn phm, dch v mi l,

c o. By gi khi mc cnh tranh trn ton cu cng ngy cng khc lit, cc nhn vin marketing dn hiu

rng nu nh ch tung ra mt dng sn phm mi l, c o vo th trng th h s khng th no nh v bn

thn mnh khc bit mt cch c o so vi cc i th cnh tranh.

Ch phn on bng li ngh cung cp mt sn phm c o mang tnh sng to v t ph n gin khng

thi cng cha th gi l . N cng khin cc i th d dng n cp hoc nhi sn phm hay dch v mi trong

vng mt vi thng, thm ch ch mt vi tun.

C v s v d cho trng hp ny nh ngnh hng in thoi di ng chng hn. Th hi xem c bao nhiu loi

my ging nhau nu nh bn b qua nhng tnh nng trng lp ca n? Ch nh v thng hiu da vo tn tui

tp on v cng ngh t ph to s khc bit th khng cn to ra c mt chin lc hiu qu na.

Trong khi nhng cng ty nh Dell l chuyn gia mang tnh t ph vo trong cc sn phm mi th su tn bn

trong nhng thng hiu ny cng c iu g to nn ng lc rt to ln. V d nh Apple lun chng t

rng khch hng ca h c mt tnh cm v cng mnh lit vi thng hiu Apple. Cch thc h lm khin

ngi tiu dng hon ton tr thnh ngi hm m ca h.
http://www.smartvietnam.com/ver/?act=news&mode=news_detail&n_id=25&n_pos=20&lang=vnhttp://www.smartvietnam.com/ver/?act=news&mode=news_detail&n_id=24&n_pos=19&lang=vnhttp://www.smartvietnam.com/ver/?act=news&mode=news_detail&n_id=23&n_pos=18&lang=vnhttp://www.smartvietnam.com/ver/?act=news&mode=news_detail&n_id=22&n_pos=17&lang=vnhttp://www.smartvietnam.com/ver/?act=news&mode=news_detail&n_id=21&n_pos=16&lang=vnhttp://www.ebrandium.com/thu-vien/marketing/thiet-ke-chien-luoc-marketing-moi-cho-tap-doan.htmlhttp://www.ebrandium.com/thu-vien/marketing/thiet-ke-chien-luoc-marketing-moi-cho-tap-doan.htmlhttp://www.ebrandium.com/thu-vien/marketing/thiet-ke-chien-luoc-marketing-moi-cho-tap-doan.htmlhttp://twitter.com/home?status=Thi%E1%BA%BFt%20k%E1%BA%BF%3A%20Chi%E1%BA%BFn%20l%C6%B0%E1%BB%A3c%20Marketing%20m%E1%BB%9Bi%20cho%20T%E1%BA%ADp%20%C4%91o%C3%A0n%20%20http%3A%2F%2Fbit.ly%2F87ojgMhttp://twitter.com/home?status=Thi%E1%BA%BFt%20k%E1%BA%BF%3A%20Chi%E1%BA%BFn%20l%C6%B0%E1%BB%A3c%20Marketing%20m%E1%BB%9Bi%20cho%20T%E1%BA%ADp%20%C4%91o%C3%A0n%20%20http%3A%2F%2Fbit.ly%2F87ojgMhttp://www.smartvietnam.com/ver/?act=news&mode=news_detail&n_id=25&n_pos=20&lang=vnhttp://www.smartvietnam.com/ver/?act=news&mode=news_detail&n_id=24&n_pos=19&lang=vnhttp://www.smartvietnam.com/ver/?act=news&mode=news_detail&n_id=23&n_pos=18&lang=vnhttp://www.smartvietnam.com/ver/?act=news&mode=news_detail&n_id=22&n_pos=17&lang=vnhttp://www.smartvietnam.com/ver/?act=news&mode=news_detail&n_id=21&n_pos=16&lang=vnhttp://www.ebrandium.com/thu-vien/marketing/thiet-ke-chien-luoc-marketing-moi-cho-tap-doan.htmlhttp://www.ebrandium.com/thu-vien/marketing/thiet-ke-chien-luoc-marketing-moi-cho-tap-doan.htmlhttp://twitter.com/home?status=Thi%E1%BA%BFt%20k%E1%BA%BF%3A%20Chi%E1%BA%BFn%20l%C6%B0%E1%BB%A3c%20Marketing%20m%E1%BB%9Bi%20cho%20T%E1%BA%ADp%20%C4%91o%C3%A0n%20%20http%3A%2F%2Fbit.ly%2F87ojgM


11/14

Tuy vy, y su tn bn trong vn cn nhng iu g ang tip din. Trong khi cc chuyn vin kinh doanh

nhn nhn chnh xc tm quan trng ca nhng nt t ph trong cc sn phm mi th ch mt s t hiu rng nt

t ph nm khu thit k. Thm ch, thit k cn vn xa hn c vic pht trin nhng tnh nng t ph,

sng to cho sn phm.

Gc r to nn mt bn thit k tuyt vi khng u xa m chnh l c rt ra t kt qu ca cc nghin cu

khch hng. Khu thit k phi lm tn ln gi tr c bn, quan trng nht ca tt c sn phm ln dch v.

Trong khi nhng nh t vn sng to hiu c iu th cc i tc ca h khng phi lc no cng bt nhp

c hay ng h tng ny. Nhng by gi thc t ang dn thay i.

im quan trng hng u l tm ra c tng th hin im nhn ca tng b phn trong cng ty, sau

nng n ln thnh sc mnh to ra mt im nhn din khc bit, c o cho thng hiu ni ring v

cng ty ni chung.

Chuyn gia marketing Tom Peters lun cho rng rng khu thit k ng vai tr rt quan trng n ni chng ta

cn phi ln mt lch trnh cng vic cho n, phi cng bn bc v tho lun vi cc nh t vn thit k trong mi

cuc hp ca tng b phn ring l trong cng ty.

Nhng chng ta hiu nh th no l mt bn thit k tng hp? V ti sao mi cng ty cn phi hiu v b cng

sc chm cht n nh l mt li ngh bn hng v cng c o vi vic thng nht mi n lc bn

trong v bn ngoi trong qu trnh xy dng thng hiu?

Bc tin ca thit k v marketing

tng ny ch mi nhen nhm mt vi cng ty, c bit l nhng cng ty dn u trong mt s lnh vc. H

bin thit k tr thnh mt khu khng kht vi chin lc marketing ca cng ty. N vn l iu t trc n

gi cha tng c.

Bc tin ny dn to ra mt sc nh hng mnh ln quan nim ca ban qun tr iu hnh v gi tr ca bn

thit k. N m u cho mt trng phi mi Maketing Tri Nghim. (Experiential Marketing - EM).

Theo cch nhn mi ny, chng ta c th tm thy thm nhiu tng, nhiu kh nng v nhiu t tng mi l,

cn thit hn na. Theo l lun ca EM, khng phi n khi ngi tiu dng mua sn phm hay dch v ca

bn th khch hng mi chnh thc tri nghim thng hiu cng ty.

Chnh nhng yu t v hnh quanh sn phm v dch v m ngi tiu dng tng tc, tri nghim lp i lp li

nhiu ln tc ng t t dn hnh thnh nn quan nim, t tng, cm xc v thi ca ngi tiu dng

vi thng hiu ca cng ty.

Tng hp nhng yu t v hnh ny cn vn xa ra ngoi c nhng sn phm hay dch v cng ty cung cp vn

l nhng th ngi tiu dng cng c th mua c t cc i th ca bn. Nhng thng hiu thnh cng


12/14

l nhng thng hiu bit to ra s tri nghim thng nht t khu thit k, qun l n mi im tip xc vi

khch hng.

Vy lm th no to nn nhng tri nghim tht s c ngha vi khch hng? Chng bt u t bn thit k

ca sn phm hay dch v v sau pht trin ln thnh chin lc thit k tng th kt ni mi im tng tc

gia cng ty v khch hng: cc cp truyn thng, bao b ca sn phm/dch v, kinh doanh trn trang web, th

t, nhng mn qu c bit dnh cho khch hng, trung tm h tr, qung co, khuyn mi v nhiu th khc

na.

Tt c nhng iu ny chnh l mt phn hi ha trong tng th gip to nn mt s tri nghim bao qut cho

khch hng. Vic tri nghim khng th ch n thun to ra s hi lng cho khch hng ti mt ni nht

nh, mt thi im nht nh.

Cch xy dng thng hiu tri nghim i hi phi xem s tri nghim l mt qu trnh v mi im tng tc

vi khch hng cn c chm cht thit k, qun l sao cho ph hp vi chin lc thng hiu ra.

Cc nh iu hnh cng ty nn nhm n mc tiu to ra mi trng m ngi tiu dng c th tri nghim

nhng cm xc lin quan n thng hiu bng cch thit k ra chng. Theo thi gian, mc tng tc cm

xc s tr thnh li ni ca thng hiu v dn to ra mi quan h su m da trn s tin cy. Kt qu l g?

Nhng cp trung thnh ca thng hiu s c cng c ngy cng chc chn theo s lng ti lp nhng

tri nghim tch cc ny.

Nhng nh iu hnh tha hiu rng tng th bn thit k to ra s tri nghim ca khch hng l im khc bit

c bn xy dng nn ti sn cho thng hiu v cng ty. H cng bit rng n khng ch l thuc v trch nhim

v ngha v n l ca b phn marketing m cn l ca mi b phn trong cng ty. Mi nhn vin nm gi mt

vai tr quan trng to ra s tri nghim ca khch hng vi thng hiu cng ty.

Ban qun l cng ty v cc nh t vn sng to cng nhng nhn vin cn hiu rng cha kha ca nhng bn

thit k xut sc nm kt qu nghin cu khch hng. Cuc nghin cu ny quan st v tm hiu s tng

tc gia khch hng vi sn phm v dch v thu v nhng thng tin gi tr. Nhng cuc nghin cu nh vy

gip cng ty c th gii thiu v thng hiu ca mnh ngay lc u v k n mi l sn phm v dch v.

Quan st cch thc ngi tiu dng tng tc vi sn phm hay dch v v sau nhn phn hi hiu nhng

g h thch v khng thch cng nh nhng s thch ca h s gip cng ty v cc nh t vn sng to thit k ra

c mt qu trnh tri nghim lm hi lng khch hng nht.

iu ny cho php cng ty c th kim tra tnh tch cc ca qui trnh tri nghim thit k cho ngi tiu dng. Cc

sn phm c pht trin da trn cch thc ny tt hn bao nhiu so vi vic ch da vo phng on

ca phng R&D v phng marketing v nhu cu ca ngi tiu dng? Loi nghin cu ny c su st vi nhu cu

ca ngi tiu dng hn hay khng?

Nhng ngi tin phong


13/14

Nhiu tp on t ra rt thich th vi tng thit k mt qui trnh khch hng c th tri nghim mt cch

tng th thng hiu, sn phm cng nh dch v ca h. Chng c g phi ngc nhin khi a s nhng cng

ty chn la cch thc ny li l nhng i gia trong cc lnh vc tng ng ca h: P&G, Samsung, IBM, Harley-

Davidson, BWM, Apple, Disney. Vng, v c c Dell na.

Alan G.Lafley, CEO ca P&G ni: Ti mun P&G tr thnh cng ty i st ngi tiu dng nht th gii, v vy

chng ti cn bin khu thit k thnh mt phn trong ton b chin lc ca chng ti. Chng ti cn a n vo

quy trnh t ph ca mnh.

Trong mt cuc phng vn gn y, ng li ni: Chng ti mun thit k ra c mt qui trnh m khch hng s tri

nghim khi mua hng chng ti mun thit k tng yu t ca sn phm ln truyn thng. Tm li l tt c.

Mr Lafley hiu r nhng iu ng ni. Do vy, ng ct nhc Claudia Kotchka vo ban qun tr vi vai tr

ngi chu trch nhim chnh thit k mt chin lc i mi, sng to hn. B mong mun s chuyn P&G

theo hng m b gi l design-centric culture. Khi CEO ca P&G nhn thy hn nhn gia thit k v

marketing l mt yu t quyt nh thnh cng, iu s bo hiu mt xu hng mi sp bng n trong cc

cng ty.

C hai th gii kinh doanh v thit k ang dn tm cch ha hp cng nhau. La chn mt cch thc cn bng

gia chin lc xy dng thng hiu v chin lc thit k s tr thnh yu t quyt nh i n thnh

cng trong tng lai ca cc cng ty.

Do vy, vic a vo nhng kha hc hng dn cch suy ngh sng to v thit k sinh vin t chn ang

tr thnh mt xu hng trong cc trng hc kinh doanh hng u nh Harvard, Georgetown, UC Berkeley

v Northwestern

i hc Standford thit lp mt hc vin mi chuyn dy chin lc thit k phc v cho doanh nghip v nhng

sinh vin thit k. Tng t nh vy, mt vi trng thit k, c bit Anh thm vo nhng kha hc v kinh

doanh cho cc sinh vin chuyn ngnh thit k. Hng nm, hc vin AIGA cn t chc mt bui hi tho dnh cho

cc cp lnh o thit k tho lun v cc kha cnh kinh doanh trong thit k ti trng i hc Harvard.

R rng pht trin suy ngh chin lc theo hng thit k ang tr thnh mt xu hng trong gii lnh o kinh

doanh tng lai. Nu nh cc nh lnh o c trng i l nhng ngi sng to, c kh nng gii quyt vn

v t ph lun thc y cng ty hng v pha trc trong mi trng cnh tranh khc lit ton cu th

chng phi nhng tin thit k s gip h thc hin cng vic ny mt cch hiu qu hn sao? Chng ti cth gi iu ny l mt bc tch hp cch suy ngh vo no phi (bao gm sng to, t ph v thit k) v no

tri (bao gm phn tch, qun l) .

Tng bin tp ca tun bo Kinh doanh - Steven J.Adler cp n xu hng mi ca nhng cng ty ny l

s tri dy ca nn kinh t sng to. Cc nh lnh o kinh doanh v sng to hin nay cn ng h nn kinh t

ny khi n c bt u khai sinh.


14/14

Cc cng ty v nhng b phn thit k cn phi ha hp k nng phn tch, gii quyt vn mt cch sng to

vi gii php thit k c a ra theo cch cha tng c t trc n gi. iu ny s gip chng ta xy

dng mt qu trnh tri nghim ngy cng tt hn, su st vi khch hng da trn s tin tng. chnh l ni

chng ta nhn ra c sc mnh cn tim n bn trong t lng trung thnh v ti sn ca thng hiu.

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