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Markus Basic - B? T? - v2.1

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welcometomarkus
welcometomarkus

M?t s? thay ??i so v?i gi¨¢o tr¨¬nh c?, logic h?n, ?i v¨¤o ?¨²ng tr?ng t?m h?n, nhi?u case study g?n g?i h?n

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R-STP ¨C B? T? { Kh¨¢i ni?m, Th?c ti?n, C¨¢ch d¨´ng
? Ch?a b¨¤i t?p bu?i 1
? Markus ~ Marcus: ? Its source is Marcus, a Latin name meaning "Dedicated to Mars.¡° Mars was the Roman war god, equivalent to the Greek god Ares.
Logo
? T?m quan tr?ng: ? Nh?n ra c¨¢c c? h?i th? tr??ng ? Ra quy?t ??nh ?¨²ng ??n Research ¨C gathering market information
? Doanh nh?n th??ng quan t?m t?i: ? Market ( s? t?n t?i c?a th? tr??ng ) ? Market size ( k¨ªch c? th? tr??ng ) ? T?c ?? t?ng tr??ng ? ??i th? c?nh tranh ? S?n ph?m thay th? ? H¨¤nh vi mua ? T?m l? ng??i d¨´ng ? ¡­. Nh?n ra c¨¢c c? h?i th? tr??ng
? ?? c¨® ai l¨¤m th? tr??ng n¨¤y ch?a? N?u c¨® th¨¬ k?t qu? th? n¨¤o? ? Th? tr??ng c¨® ph¨´ h?p v?i ngu?n l?c c?a c?ng ty? ? M?t bao l?u ?? t?o ra th? tr??ng v?i doanh s? ?? b¨´ ??p chi ph¨ª? ? K¨ªch c? th? tr??ng trong 2-3 n?m ? T?c ?? t?ng tr??ng? ? T?m l? ti¨ºu d¨´ng c?a kh¨¢ch h¨¤ng ? ? Th¨¢i ??, nh?n th?c? ? Th¨®i quen ti¨ºu d¨´ng? ? Qu¨¢ tr¨¬nh ra quy?t ??nh mua h¨¤ng? ? ¡­.. Th? tr??ng c¨® t?n t?i hay kh?ng?
? X-men ¨C nh?n hi?u d?u g?i ??u c?a ICP ? 2003: 45% th? tr??ng d?u g?i = l¨¤m ??p = Rejoice + Sunsilk ? 15%: Tr? g¨¤u = Clear + H&S ? D??ng t¨®c : 10% ? H??ng th?m : 10% ? ¡­ 10% ? 86.1% th? ph?n l¨¤ d?u g?i cho n? ? 0,9% = nam gi?i ? V¨¬ sao X-men v?n quy?t ??nh t?o ra d¨°ng s?n ph?m m?i cho Nam? B¨¤i h?c
? Lifebuoy ¨C nh?n h¨¤ng s? 1 v? x¨¤ ph¨°ng ? Th?t b?i ho¨¤n to¨¤n khi cho ra ??i n??c r?a tay ?¨®ng trong chai x?t c¨® v¨°i ? V?n ?? n?m ? ??u? B¨¤i h?c
? Sunsilk b? k?t, m?t th?i chi?m l?nh th? tr??ng ? Th?ng l?n tr¨ºn th? tr??ng, r?i d?n d?n th?t b?i m¨¤ kh?ng bi?t l¨ª do ? Vd n?m ?? B¨¤i h?c
1. Problem + Objective 2. Plan 3. Collect 4. Analyze 5. Present 6. Decide R : PO-P-C-A-P-D Quy tr¨¬nh C?u h?i¡­
? Theo c¨¢c b?n, ??u l¨¤ kh?u quan tr?ng nh?t, v¨¬ sao? C?u h?i
R : PO-P-C-A-P-D
? Kh?i nghi?p l?n 1 th?t b?i , gia nh?p bang h?i ? m?u ch? th?i ? L?nh ??o y¨ºu c?u sau 1 tu?n, d?a v¨¤o c¨¢c ngu?n l?c c?a c?ng ty ?¨¤o t?o, m? ra 1 d? ¨¢n m?i, l¨¤m t?t th¨¬ t?ng c? ph?n s¨¢ng l?p ? 3000 sinh vi¨ºn theo h?c, ? 150 gi?ng vi¨ºn doanh nh?n, ? H? th?ng d?y online ho¨¤nh tr¨¢ng , ? C¨® gi¨¢o tr¨¬nh ri¨ºng, ?? kh? n?ng s?n xu?t b?t k? m?n h?c n¨¤o ch? sau 2 tu?n TOPICA Pro Banker
? V?i ngu?n l?c c?a c?ng ty, ch? c¨® th? m? kh¨®a ?¨¤o t?o, kh¨®a n¨¤o thu l?i nhu?n nhanh nh?t, ¨ªt c?nh tranh nh?t, t?n d?ng ???c t?i ?a ngu?n l?c nh?t? ? C¨¢c bi?n d¨´ng ?? ph?n ?o?n th? tr??ng l¨¤? ? ??i t??ng d?y n¨ºn l¨¤ sinh vi¨ºn hay c? ng??i ?i l¨¤m? ? Thu ph¨ª bao nhi¨ºu ti?n/1 h?c vi¨ºn/ s? bu?i PO-P-C-A-P-D Problem & Objectives
? C¨¢c b?n m? phi?u b¨¤i t?p, l¨¤m b¨¤i t?p 1 trong phi?u, ch¨²ng ta c¨® 1 ph¨²t ?? ho¨¤n th¨¤nh. R- B¨¤i t?p
? L?a ch?n ph??ng ¨¢n: ? Survey online, Survey nh¨®m ? Tr? l?i c¨¢c c?u h?i c? th?: ? Nhu c?u ? nh?ng m?n n¨¤o l¨¤ tr?i nh?t ? H?c ph¨ª ??nh tr? l¨¤ bao nhi¨ºu ? M? h¨¬nh h?c ?a th¨ªch PO-P-C-A-P-D Plan C?u h?i¡­
? L?nh ??o y¨ºu c?u sau 1 tu?n tr¨¬nh ra b?n k? ho?ch ??y ?? -> th?i gian g?p -> kh?ng c¨® th?i gian l¨¤m focus group c?n th?n ( focus group c?n tuy?n ch?n th¨¤nh vi¨ºn tham gia r?t c?n th?n + ng??i c¨® kinh nghi?m l¨¤m moderator ) ? Nh¨®m tin t??ng v¨¤o s? t?n t?i c?a th? tr??ng, v¨¤ cho r?ng focus group d¨´ng ?? t¨¬m hi?u insight, ch? kh?ng ?o l??ng ???c market size, c¨¢c bi?n ph?n ?o?n th? tr??ng, nhu c?u chung nh?t c?a ??i t??ng
? Personal Interview ? Online Interview ? Kh?ng ch?n Telephone, khi l¨¤m Personal Interview h?i xo¨¢y s?u ?? t¨¬m insight PO-P-C-A-P-D Plan
? M?i ??i c¨® 10 ph¨²t th?o lu?n, 2 ph¨²t tr¨¬nh b¨¤y. ? M?t ng??i ch?p ?nh nghi?p d? d? t¨ªnh m? d?ch v? ch?p ?nh cho tr? em t? s? sinh t?i 6 tu?i, anh ta d? ??nh l¨¤m b¨¢n th?i gian,b¨ºn c?nh c?ng vi?c c? ??nh hi?n t?i. ? Ng??i n¨¤y ch?a bi?t b?t ??u t? ??u, hi?n m?i ch? l¨¤m theo c¨¢c m?i quan h? quen bi?t. ? C¨¢c b?n h?y ??t ra 3 v?n ?? quan tr?ng nh?t c?n nghi¨ºn c?u l¨²c n¨¤y ph?n t¨ªch ch?ng minh, v¨¬ sao n¨® c?n thi?t? R ¨C Game
? T?m Quan Tr?ng ? C?ng c? t?o ra ph?n kh¨²c th? tr??ng m?i, s?n ph?m m?i, th??ng hi?u m?i ¡­ Segementation
? 3 b??c ??n gi?n: ? T¨¬m ra bi?n ph¨´ h?p ? Ch?n bi?n ? Thay ??i bi?n T?o ra ph?n kh¨²c m?i
? Demographic : Nh?n kh?u ? Age : ?? tu?i ? Life stage : giai ?o?n cu?c ??i ? Income : thu nh?p ? Generation: Th? h? ? Social Class: ??a v? x? h?i ? Psychographic : T?m l? ? Behavioral: H¨¤nh vi ? Occasions ? Benefits ? User status ? Usage rate ? Loyalty status ? Buyer-readiness stage ? Attitude Segementation
? Th¨¤nh c?ng c?a Sting, No1 : ? Tr??c ??y th? tr??ng ?? u?ng t?m ph?n ra: ? Gi?i kh¨¢t ( c¨® ga , kh?ng ga ¡­) ? ?? u?ng c¨® c?n ? ¡­ ? Redbull khai sinh ra : ? N??c u?ng t?ng l?c ? Sting, No1 c?ng l¨¤ n??c t?ng l?c, ra ??i sau, v¨¬ sao th¨¤nh c?ng h?n Redbull? B¨¤i h?c
? S?n ph?m ch?m s¨®c Nam gi?i: ? L?n kh? m¨´i ? N??c hoa ? S?a t?m ? Dao c?o r?u, kem c?o ? ¡­ ? AXE ph?n ?o?n l?i : ? SP t?o m¨´i h??ng ? SP ch?m s¨®c s?c kh?e ? SP l¨¤m ??p ? Trong ph?n kh¨²c t?o m¨´i h??ng: ? N??c hoa ? S?a t?m ( b? l?n v?i s?c kh?e, l¨¤m ??p .. ) ? D?u g?i ( b? l?n v?i s?c kh?e, l¨¤m ??p .. ) B¨¤i h?c
? Th? tr??ng qu¨¢n c¨®c, b¨¢n tr¨¤ ?¨¢, tr¨¤ chanh, k?o l?c¡­. ? Mu?n m? m?t c?a h¨¤ng b¨¢n qu¨¢n n??c ven ???ng, b?n s? ph?n ?o?n th? tr??ng ?? t?o ra ph?n kh¨²c m?i th? n¨¤o? ? M?i nh¨®m c¨® 10 ph¨²t l¨¤m b¨¤i. 2 ph¨²t tr¨¬nh b¨¤y, 5 ph¨²t ph?n bi?n v¨¤ th?o lu?n Game 2: Th? t?o ph?n kh¨²c m?i
? Ph?n lo?i ? Mass marketing ? Segment marketing ? Niche marketing ? Local marketing ? Individual marketing Segementation
Mass Marketing
Markus Basic - B? T? - v2.1
Markus Basic - B? T? - v2.1
Segment Marketing
Niche Marketing
Local Marketing
Individual Marketing
? Quy?t ??nh chia th? tr??ng th¨¤nh c¨¢c ph?n kh¨²c: ? Nh?n kh?u: ?? tu?i t? 15-18,18 t?i 23 , 23-30, 31- 40 ? Benefits - L?i ¨ªch: K? n?ng m?m, Ng?n ng?, Nghi?p v? chuy¨ºn m?n ? ??a l?: H¨¤ N?i,S¨¤i G¨°n, H?i Ph¨°ng, ?¨¤ N?ng Pro Banker
? Th? tr??ng c¨® qu¨¢ l?n hay qu¨¢ nh? kh?ng? ? C¨® ?o l??ng ???c kh?ng? ? C¨® b?n v?ng kh?ng? ? C¨® d? d¨¤ng gia nh?p th? tr??ng kh?ng? ? C¨¢c ?o?n th? tr??ng c¨® th?t s? kh¨¢c nhau? ? C¨® th? ¡°l¨¤m th? tr??ng¡± ???c kh?ng? Ch¨² ?
Markus Basic - B? T? - v2.1
? M?i c¨¢c b?n l¨¤m b¨¤i t?p s? 2 trong phi?u b¨¤i t?p B¨¤i t?p
?V¨¬ sao ph?i ch?n ?o?n th? tr??ng ph¨´ h?p? Target market
Ph?n ?o?n t?t + Ch?n sai = Th?t b?i
? Single-segment ? Selective Specialization ? Product Specialization ? Market Specialization ? Full Market Coverage Target market
Selective Market Single-segment Specialization Specialization M1 M2 M3 M1 M2 M3 M1 M2 M3 P1 P1 P1 P2 P2 P2 P3 P3 P3 Product Full Market Specialization Coverage M1 M2 M3 M1 M2 M3 P1 P1 P2 P2 P3 P3
Single-segment M1 M2 M3 P1 P2 P3 V¨ª d??
Markus Basic - B? T? - v2.1
Selective Specialization M1 M2 M3 P1 P2 P3 V¨ª d??
Th?c ph?m ch?c n?ng AGEL : s?n ph?m ?¨¢p ?ng t?ng nhu c?u c?a t?ng ??i t??ng c? th? kh¨¢c nhau. ? FIT: d¨¤nh cho ng??i t?p th? thao, gi? d¨¢ng ? OHM: d¨¤nh cho sinh vi¨ºn, ng??i ?i l¨¤m duy tr¨¬ s? t?nh t¨¢o ? EXO: d¨¤nh cho ph? n?, gi¨²p ??p da
Market Specialization M1 M2 M3 P1 P2 P3 V¨ª d??
X-men: D?u g?i, s?a t?m, x¨¤ b?ng, .. Cho nam gi?i
Product Specialization M1 M2 M3 P1 P2 P3 V¨ª d??
Taxi VinaSun / Mai linh : d?ch v? taxi d¨¤nh cho c? t?ng l?p cao c?p l?n b¨¬nh d?n ( d?ch v? v?n t?i )
Full Market Coverage M1 M2 M3 P1 P2 P3 V¨ª d??
Pepsi : 7up- Pepsi ¨C Aquafina - Poca ¡­
? ?¨¤o t?o nghi?p v? ng?n h¨¤ng Pro Banker
? M?i h?c vi¨ºn c¨® 1 ph¨²t ?? l¨¤m b¨¤i t?p s? 3 T - B¨¤i t?p
Ch?n ???c th? tr??ng r?i , t?i sao c?n ??nh V?? Positioning ¨C ??nh v?
? Ph?n kh¨²c m?i t?o ra r?t Kh¨¢ch h¨¤ng c?n 1 th? ?? nh? v? b?n nhanh ch¨®ng s? b? ?¨¢nh chi?m Positioning
? ??nh v?, n¨®i ??n gi?n, l¨¤ vi?c b?n l¨¤m cho kh¨¢ch h¨¤ng ngh? v? b?n nh? b?n mu?n.
? All Marketing Strategy is built on STP. ? A company must positions its offering so that the target market recognizes the company¡¯s distinctive offering and image --Kotler-- Positioning ¨C ??nh v?
? Positioning is the act of designing the company¡¯s offering and image to occupy a distinctive place in the mind of the target market Positioning ¨C ??nh ngh?a
6 5 4 3 ??i th? A 2 ??i th? B 1 C?ng ty 0 T¨ªnh T¨ªnh T¨ªnh T¨ªnh T¨ªnh ch?t A ch?t B ch?t C ch?t D ch?t E C?ng c?: Bi?u ?? ??nh v?
6 1. Ch?n bi?n 5 t¨ªnh ch?t th??ng hi?u 4 2. Cho ?i?m 3. V? bi?u ?? 3 ??i th? A 4. Th¨ºm bi?n, s?a bi?n 2 ??i th? B t¨´y th¨ªch C?ng ty 1 5. T? cho ?i?m ph¨´ h?p v?i 0 ngu?n l?c 6. So s¨¢nh c¨¢c T¨ªnh T¨ªnh T¨ªnh T¨ªnh T¨ªnh ???ng ??nh v? ch?t ch?t ch?t ch?t ch?t v?i nhau A B C D E C¨¢ch l¨¤m:
6 5 4 3 BTC 2 HVNH 1 Kh¨¢c 0 Gi¨¢ Uy t¨ªn Gi?ng N?i Ch?ng vi¨ºn dung ch? h?c Pro Banker
6 5 4 3 BTC 2 HVNH 1 Kh¨¢c 0 PBO Gi¨¢ Uy t¨ªn Gi?ng N?i Ch?ng Tuy?n vi¨ºn dung ch? d?ng h?c ngay Pro Banker
? ?? thi ra b?i nguy¨ºn PG? trung t?m ?¨¤o t?o nghi?p v? Vietinbank ? Gi?ng vi¨ºn l¨¤m t?i ng?n h¨¤ng ? ??u ra ???c ph?ng v?n tr?c ti?p v?i nh¨¤ tuy?n d?ng ? 4 tri?u 500k / 1 kh¨®a/ 6 tu?n/ 12 bu?i
Markus Basic - B? T? - v2.1
? D?a v¨¤o c¨¢c ki?n th?c ?? h?c, b¨¤i t?p s? 3 trong phi?u b¨¤i t?p 2, b?n h?y vi?t 1 b?n ph?n t¨ªch RSTP v?i s?n ph?m kinh doanh ?? tr¨¬nh b¨¤y trong BTVN bu?i 1. ? B?n ph?n t¨ªch c?n n¨ºu r? ? R: c¨¢c c?u h?i c?n ??t ra tr??c khi th?c hi?n s?n xu?t kinh doanh ? S: c¨¢c bi?n d¨´ng ?? ph?n ?o?n th? tr??ng ? T: b?n ch?n th? tr??ng m?c ti¨ºu n¨¤o, v¨¬ sao? ? P: b?n ??nh v? s?n ph?m/ d?ch v? c?a m¨¬nh v?i nh?ng ti¨ºu ch¨ª ??nh v? n¨¤o? V? bi?u ?? ??nh v? ?? ch?ng minh t¨ªnh hi?u qu? B¨¤i t?p v? nh¨¤
Markus Basic - B? T? - v2.1
? ?? b¨¢n h¨¤ng m?t c¨¢ch ¡° h? th?ng ¡° h?n ? ? B¨¢n h¨¤ng vs Ph?n ph?i , B¨¢n bu?n vs B¨¢n l?, n¨ºn b¨¢n g¨¬? ? Ai tham gia v¨¤o h? th?ng b¨¢n h¨¤ng, ph?n ph?i? ? T? thi?t k? k¨ºnh ph?n ph?i cho s?n ph?m c?a m¨¬nh, t¨¬m c¨¢ch ?o l??ng hi?u qu? theo k¨ºnh ? Hi?u th? n¨¤o l¨¤ ¡°l¨¤m th? tr??ng¡± ¡°m? th? tr??ng¡± ¡­. ? Lu?t ng?m trong gi?i b¨¢n bu?n, b¨¢n l? H?i sau s? r? ¡­

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Markus Basic - B? T? - v2.1

  • 1. R-STP ¨C B? T? { Kh¨¢i ni?m, Th?c ti?n, C¨¢ch d¨´ng
  • 2. ? Ch?a b¨¤i t?p bu?i 1
  • 3. ? Markus ~ Marcus: ? Its source is Marcus, a Latin name meaning "Dedicated to Mars.¡° Mars was the Roman war god, equivalent to the Greek god Ares.
  • 5. ? T?m quan tr?ng: ? Nh?n ra c¨¢c c? h?i th? tr??ng ? Ra quy?t ??nh ?¨²ng ??n Research ¨C gathering market information
  • 6. ? Doanh nh?n th??ng quan t?m t?i: ? Market ( s? t?n t?i c?a th? tr??ng ) ? Market size ( k¨ªch c? th? tr??ng ) ? T?c ?? t?ng tr??ng ? ??i th? c?nh tranh ? S?n ph?m thay th? ? H¨¤nh vi mua ? T?m l? ng??i d¨´ng ? ¡­. Nh?n ra c¨¢c c? h?i th? tr??ng
  • 7. ? ?? c¨® ai l¨¤m th? tr??ng n¨¤y ch?a? N?u c¨® th¨¬ k?t qu? th? n¨¤o? ? Th? tr??ng c¨® ph¨´ h?p v?i ngu?n l?c c?a c?ng ty? ? M?t bao l?u ?? t?o ra th? tr??ng v?i doanh s? ?? b¨´ ??p chi ph¨ª? ? K¨ªch c? th? tr??ng trong 2-3 n?m ? T?c ?? t?ng tr??ng? ? T?m l? ti¨ºu d¨´ng c?a kh¨¢ch h¨¤ng ? ? Th¨¢i ??, nh?n th?c? ? Th¨®i quen ti¨ºu d¨´ng? ? Qu¨¢ tr¨¬nh ra quy?t ??nh mua h¨¤ng? ? ¡­.. Th? tr??ng c¨® t?n t?i hay kh?ng?
  • 8. ? X-men ¨C nh?n hi?u d?u g?i ??u c?a ICP ? 2003: 45% th? tr??ng d?u g?i = l¨¤m ??p = Rejoice + Sunsilk ? 15%: Tr? g¨¤u = Clear + H&S ? D??ng t¨®c : 10% ? H??ng th?m : 10% ? ¡­ 10% ? 86.1% th? ph?n l¨¤ d?u g?i cho n? ? 0,9% = nam gi?i ? V¨¬ sao X-men v?n quy?t ??nh t?o ra d¨°ng s?n ph?m m?i cho Nam? B¨¤i h?c
  • 9. ? Lifebuoy ¨C nh?n h¨¤ng s? 1 v? x¨¤ ph¨°ng ? Th?t b?i ho¨¤n to¨¤n khi cho ra ??i n??c r?a tay ?¨®ng trong chai x?t c¨® v¨°i ? V?n ?? n?m ? ??u? B¨¤i h?c
  • 10. ? Sunsilk b? k?t, m?t th?i chi?m l?nh th? tr??ng ? Th?ng l?n tr¨ºn th? tr??ng, r?i d?n d?n th?t b?i m¨¤ kh?ng bi?t l¨ª do ? Vd n?m ?? B¨¤i h?c
  • 11. 1. Problem + Objective 2. Plan 3. Collect 4. Analyze 5. Present 6. Decide R : PO-P-C-A-P-D Quy tr¨¬nh C?u h?i¡­
  • 12. ? Theo c¨¢c b?n, ??u l¨¤ kh?u quan tr?ng nh?t, v¨¬ sao? C?u h?i
  • 13. R : PO-P-C-A-P-D
  • 14. ? Kh?i nghi?p l?n 1 th?t b?i , gia nh?p bang h?i ? m?u ch? th?i ? L?nh ??o y¨ºu c?u sau 1 tu?n, d?a v¨¤o c¨¢c ngu?n l?c c?a c?ng ty ?¨¤o t?o, m? ra 1 d? ¨¢n m?i, l¨¤m t?t th¨¬ t?ng c? ph?n s¨¢ng l?p ? 3000 sinh vi¨ºn theo h?c, ? 150 gi?ng vi¨ºn doanh nh?n, ? H? th?ng d?y online ho¨¤nh tr¨¢ng , ? C¨® gi¨¢o tr¨¬nh ri¨ºng, ?? kh? n?ng s?n xu?t b?t k? m?n h?c n¨¤o ch? sau 2 tu?n TOPICA Pro Banker
  • 15. ? V?i ngu?n l?c c?a c?ng ty, ch? c¨® th? m? kh¨®a ?¨¤o t?o, kh¨®a n¨¤o thu l?i nhu?n nhanh nh?t, ¨ªt c?nh tranh nh?t, t?n d?ng ???c t?i ?a ngu?n l?c nh?t? ? C¨¢c bi?n d¨´ng ?? ph?n ?o?n th? tr??ng l¨¤? ? ??i t??ng d?y n¨ºn l¨¤ sinh vi¨ºn hay c? ng??i ?i l¨¤m? ? Thu ph¨ª bao nhi¨ºu ti?n/1 h?c vi¨ºn/ s? bu?i PO-P-C-A-P-D Problem & Objectives
  • 16. ? C¨¢c b?n m? phi?u b¨¤i t?p, l¨¤m b¨¤i t?p 1 trong phi?u, ch¨²ng ta c¨® 1 ph¨²t ?? ho¨¤n th¨¤nh. R- B¨¤i t?p
  • 17. ? L?a ch?n ph??ng ¨¢n: ? Survey online, Survey nh¨®m ? Tr? l?i c¨¢c c?u h?i c? th?: ? Nhu c?u ? nh?ng m?n n¨¤o l¨¤ tr?i nh?t ? H?c ph¨ª ??nh tr? l¨¤ bao nhi¨ºu ? M? h¨¬nh h?c ?a th¨ªch PO-P-C-A-P-D Plan C?u h?i¡­
  • 18. ? L?nh ??o y¨ºu c?u sau 1 tu?n tr¨¬nh ra b?n k? ho?ch ??y ?? -> th?i gian g?p -> kh?ng c¨® th?i gian l¨¤m focus group c?n th?n ( focus group c?n tuy?n ch?n th¨¤nh vi¨ºn tham gia r?t c?n th?n + ng??i c¨® kinh nghi?m l¨¤m moderator ) ? Nh¨®m tin t??ng v¨¤o s? t?n t?i c?a th? tr??ng, v¨¤ cho r?ng focus group d¨´ng ?? t¨¬m hi?u insight, ch? kh?ng ?o l??ng ???c market size, c¨¢c bi?n ph?n ?o?n th? tr??ng, nhu c?u chung nh?t c?a ??i t??ng
  • 19. ? Personal Interview ? Online Interview ? Kh?ng ch?n Telephone, khi l¨¤m Personal Interview h?i xo¨¢y s?u ?? t¨¬m insight PO-P-C-A-P-D Plan
  • 20. ? M?i ??i c¨® 10 ph¨²t th?o lu?n, 2 ph¨²t tr¨¬nh b¨¤y. ? M?t ng??i ch?p ?nh nghi?p d? d? t¨ªnh m? d?ch v? ch?p ?nh cho tr? em t? s? sinh t?i 6 tu?i, anh ta d? ??nh l¨¤m b¨¢n th?i gian,b¨ºn c?nh c?ng vi?c c? ??nh hi?n t?i. ? Ng??i n¨¤y ch?a bi?t b?t ??u t? ??u, hi?n m?i ch? l¨¤m theo c¨¢c m?i quan h? quen bi?t. ? C¨¢c b?n h?y ??t ra 3 v?n ?? quan tr?ng nh?t c?n nghi¨ºn c?u l¨²c n¨¤y ph?n t¨ªch ch?ng minh, v¨¬ sao n¨® c?n thi?t? R ¨C Game
  • 21. ? T?m Quan Tr?ng ? C?ng c? t?o ra ph?n kh¨²c th? tr??ng m?i, s?n ph?m m?i, th??ng hi?u m?i ¡­ Segementation
  • 22. ? 3 b??c ??n gi?n: ? T¨¬m ra bi?n ph¨´ h?p ? Ch?n bi?n ? Thay ??i bi?n T?o ra ph?n kh¨²c m?i
  • 23. ? Demographic : Nh?n kh?u ? Age : ?? tu?i ? Life stage : giai ?o?n cu?c ??i ? Income : thu nh?p ? Generation: Th? h? ? Social Class: ??a v? x? h?i ? Psychographic : T?m l? ? Behavioral: H¨¤nh vi ? Occasions ? Benefits ? User status ? Usage rate ? Loyalty status ? Buyer-readiness stage ? Attitude Segementation
  • 24. ? Th¨¤nh c?ng c?a Sting, No1 : ? Tr??c ??y th? tr??ng ?? u?ng t?m ph?n ra: ? Gi?i kh¨¢t ( c¨® ga , kh?ng ga ¡­) ? ?? u?ng c¨® c?n ? ¡­ ? Redbull khai sinh ra : ? N??c u?ng t?ng l?c ? Sting, No1 c?ng l¨¤ n??c t?ng l?c, ra ??i sau, v¨¬ sao th¨¤nh c?ng h?n Redbull? B¨¤i h?c
  • 25. ? S?n ph?m ch?m s¨®c Nam gi?i: ? L?n kh? m¨´i ? N??c hoa ? S?a t?m ? Dao c?o r?u, kem c?o ? ¡­ ? AXE ph?n ?o?n l?i : ? SP t?o m¨´i h??ng ? SP ch?m s¨®c s?c kh?e ? SP l¨¤m ??p ? Trong ph?n kh¨²c t?o m¨´i h??ng: ? N??c hoa ? S?a t?m ( b? l?n v?i s?c kh?e, l¨¤m ??p .. ) ? D?u g?i ( b? l?n v?i s?c kh?e, l¨¤m ??p .. ) B¨¤i h?c
  • 26. ? Th? tr??ng qu¨¢n c¨®c, b¨¢n tr¨¤ ?¨¢, tr¨¤ chanh, k?o l?c¡­. ? Mu?n m? m?t c?a h¨¤ng b¨¢n qu¨¢n n??c ven ???ng, b?n s? ph?n ?o?n th? tr??ng ?? t?o ra ph?n kh¨²c m?i th? n¨¤o? ? M?i nh¨®m c¨® 10 ph¨²t l¨¤m b¨¤i. 2 ph¨²t tr¨¬nh b¨¤y, 5 ph¨²t ph?n bi?n v¨¤ th?o lu?n Game 2: Th? t?o ph?n kh¨²c m?i
  • 27. ? Ph?n lo?i ? Mass marketing ? Segment marketing ? Niche marketing ? Local marketing ? Individual marketing Segementation
  • 35. ? Quy?t ??nh chia th? tr??ng th¨¤nh c¨¢c ph?n kh¨²c: ? Nh?n kh?u: ?? tu?i t? 15-18,18 t?i 23 , 23-30, 31- 40 ? Benefits - L?i ¨ªch: K? n?ng m?m, Ng?n ng?, Nghi?p v? chuy¨ºn m?n ? ??a l?: H¨¤ N?i,S¨¤i G¨°n, H?i Ph¨°ng, ?¨¤ N?ng Pro Banker
  • 36. ? Th? tr??ng c¨® qu¨¢ l?n hay qu¨¢ nh? kh?ng? ? C¨® ?o l??ng ???c kh?ng? ? C¨® b?n v?ng kh?ng? ? C¨® d? d¨¤ng gia nh?p th? tr??ng kh?ng? ? C¨¢c ?o?n th? tr??ng c¨® th?t s? kh¨¢c nhau? ? C¨® th? ¡°l¨¤m th? tr??ng¡± ???c kh?ng? Ch¨² ?
  • 38. ? M?i c¨¢c b?n l¨¤m b¨¤i t?p s? 2 trong phi?u b¨¤i t?p B¨¤i t?p
  • 39. ?V¨¬ sao ph?i ch?n ?o?n th? tr??ng ph¨´ h?p? Target market
  • 40. Ph?n ?o?n t?t + Ch?n sai = Th?t b?i
  • 41. ? Single-segment ? Selective Specialization ? Product Specialization ? Market Specialization ? Full Market Coverage Target market
  • 42. Selective Market Single-segment Specialization Specialization M1 M2 M3 M1 M2 M3 M1 M2 M3 P1 P1 P1 P2 P2 P2 P3 P3 P3 Product Full Market Specialization Coverage M1 M2 M3 M1 M2 M3 P1 P1 P2 P2 P3 P3
  • 43. Single-segment M1 M2 M3 P1 P2 P3 V¨ª d??
  • 45. Selective Specialization M1 M2 M3 P1 P2 P3 V¨ª d??
  • 46. Th?c ph?m ch?c n?ng AGEL : s?n ph?m ?¨¢p ?ng t?ng nhu c?u c?a t?ng ??i t??ng c? th? kh¨¢c nhau. ? FIT: d¨¤nh cho ng??i t?p th? thao, gi? d¨¢ng ? OHM: d¨¤nh cho sinh vi¨ºn, ng??i ?i l¨¤m duy tr¨¬ s? t?nh t¨¢o ? EXO: d¨¤nh cho ph? n?, gi¨²p ??p da
  • 47. Market Specialization M1 M2 M3 P1 P2 P3 V¨ª d??
  • 48. X-men: D?u g?i, s?a t?m, x¨¤ b?ng, .. Cho nam gi?i
  • 49. Product Specialization M1 M2 M3 P1 P2 P3 V¨ª d??
  • 50. Taxi VinaSun / Mai linh : d?ch v? taxi d¨¤nh cho c? t?ng l?p cao c?p l?n b¨¬nh d?n ( d?ch v? v?n t?i )
  • 51. Full Market Coverage M1 M2 M3 P1 P2 P3 V¨ª d??
  • 52. Pepsi : 7up- Pepsi ¨C Aquafina - Poca ¡­
  • 53. ? ?¨¤o t?o nghi?p v? ng?n h¨¤ng Pro Banker
  • 54. ? M?i h?c vi¨ºn c¨® 1 ph¨²t ?? l¨¤m b¨¤i t?p s? 3 T - B¨¤i t?p
  • 55. Ch?n ???c th? tr??ng r?i , t?i sao c?n ??nh V?? Positioning ¨C ??nh v?
  • 56. ? Ph?n kh¨²c m?i t?o ra r?t Kh¨¢ch h¨¤ng c?n 1 th? ?? nh? v? b?n nhanh ch¨®ng s? b? ?¨¢nh chi?m Positioning
  • 57. ? ??nh v?, n¨®i ??n gi?n, l¨¤ vi?c b?n l¨¤m cho kh¨¢ch h¨¤ng ngh? v? b?n nh? b?n mu?n.
  • 58. ? All Marketing Strategy is built on STP. ? A company must positions its offering so that the target market recognizes the company¡¯s distinctive offering and image --Kotler-- Positioning ¨C ??nh v?
  • 59. ? Positioning is the act of designing the company¡¯s offering and image to occupy a distinctive place in the mind of the target market Positioning ¨C ??nh ngh?a
  • 60. 6 5 4 3 ??i th? A 2 ??i th? B 1 C?ng ty 0 T¨ªnh T¨ªnh T¨ªnh T¨ªnh T¨ªnh ch?t A ch?t B ch?t C ch?t D ch?t E C?ng c?: Bi?u ?? ??nh v?
  • 61. 6 1. Ch?n bi?n 5 t¨ªnh ch?t th??ng hi?u 4 2. Cho ?i?m 3. V? bi?u ?? 3 ??i th? A 4. Th¨ºm bi?n, s?a bi?n 2 ??i th? B t¨´y th¨ªch C?ng ty 1 5. T? cho ?i?m ph¨´ h?p v?i 0 ngu?n l?c 6. So s¨¢nh c¨¢c T¨ªnh T¨ªnh T¨ªnh T¨ªnh T¨ªnh ???ng ??nh v? ch?t ch?t ch?t ch?t ch?t v?i nhau A B C D E C¨¢ch l¨¤m:
  • 62. 6 5 4 3 BTC 2 HVNH 1 Kh¨¢c 0 Gi¨¢ Uy t¨ªn Gi?ng N?i Ch?ng vi¨ºn dung ch? h?c Pro Banker
  • 63. 6 5 4 3 BTC 2 HVNH 1 Kh¨¢c 0 PBO Gi¨¢ Uy t¨ªn Gi?ng N?i Ch?ng Tuy?n vi¨ºn dung ch? d?ng h?c ngay Pro Banker
  • 64. ? ?? thi ra b?i nguy¨ºn PG? trung t?m ?¨¤o t?o nghi?p v? Vietinbank ? Gi?ng vi¨ºn l¨¤m t?i ng?n h¨¤ng ? ??u ra ???c ph?ng v?n tr?c ti?p v?i nh¨¤ tuy?n d?ng ? 4 tri?u 500k / 1 kh¨®a/ 6 tu?n/ 12 bu?i
  • 66. ? D?a v¨¤o c¨¢c ki?n th?c ?? h?c, b¨¤i t?p s? 3 trong phi?u b¨¤i t?p 2, b?n h?y vi?t 1 b?n ph?n t¨ªch RSTP v?i s?n ph?m kinh doanh ?? tr¨¬nh b¨¤y trong BTVN bu?i 1. ? B?n ph?n t¨ªch c?n n¨ºu r? ? R: c¨¢c c?u h?i c?n ??t ra tr??c khi th?c hi?n s?n xu?t kinh doanh ? S: c¨¢c bi?n d¨´ng ?? ph?n ?o?n th? tr??ng ? T: b?n ch?n th? tr??ng m?c ti¨ºu n¨¤o, v¨¬ sao? ? P: b?n ??nh v? s?n ph?m/ d?ch v? c?a m¨¬nh v?i nh?ng ti¨ºu ch¨ª ??nh v? n¨¤o? V? bi?u ?? ??nh v? ?? ch?ng minh t¨ªnh hi?u qu? B¨¤i t?p v? nh¨¤
  • 68. ? ?? b¨¢n h¨¤ng m?t c¨¢ch ¡° h? th?ng ¡° h?n ? ? B¨¢n h¨¤ng vs Ph?n ph?i , B¨¢n bu?n vs B¨¢n l?, n¨ºn b¨¢n g¨¬? ? Ai tham gia v¨¤o h? th?ng b¨¢n h¨¤ng, ph?n ph?i? ? T? thi?t k? k¨ºnh ph?n ph?i cho s?n ph?m c?a m¨¬nh, t¨¬m c¨¢ch ?o l??ng hi?u qu? theo k¨ºnh ? Hi?u th? n¨¤o l¨¤ ¡°l¨¤m th? tr??ng¡± ¡°m? th? tr??ng¡± ¡­. ? Lu?t ng?m trong gi?i b¨¢n bu?n, b¨¢n l? H?i sau s? r? ¡­

Editor's Notes

  • #9: Th?tr??ngph¨¢ttri?nt?ith?i?i?mph¨´h?pTh?i?i?mch¨ªnmu?i do t?ml?namgi?i??kh¨¢cKh?ngc¨®??ith?c?nhtranh? K?tqu?c?anghi¨ºnc?uth?tr??ng
  • #10: Ph?nkh¨²cqu¨¢nh?, th?tr??ngch?ati?nh¨®at?im?cn¨¤yTh¨®iquenti¨ºud¨´ngl¨¤x¨¤b?ng, ch?aph¨¢ttri?nt?im?cd¨´ngn??cr?atay? Nghi¨ºnc?uth?tr??ngkh?ngc?nth?n
  • #11: B?k?t???cc?ngnh?nl¨¤s?nph?mtr?g¨¤ut?thi¨ºnnhi¨ºn, quenthu?cv?id?nCh?u ? -> th¨¤nhc?ngkhim?ira??iNh?ngd?nd?nkhiph?n?thay??it?ml?t¨ªnhc¨¢ch, cu?cs?nghi?n??ih?n -> B?k?tb?chol¨¤gi¨¤, ch?h?pv?ic¨¢cb¨¤c¨¢cm?
  • #25: Sting c¨®th¨ºmnh?ns?m -> ???cc?ch?u ? tin t??ngl¨¤t?ng???cs?ckh?eSting v¨¤ No1 ch?nbi?nkh¨¢c, bi?nn??ct?ngl?c?¨®ng chai, thayv¨¬n??ct?ngl?c?¨®nglon ( kh?ngti?nmangtheo ) nh?Redbull
  • #41: Ch?nph?n?o?nkh?ngph¨´h?pv?in?ngl?cc?ngtyCh?nph?n?o?nch?a??ch¨ªn ( gi?ngLifeBuoy)¡­.