KHC BIT HAY L CHT JACK TROUT Ngi dch: THI HNG TM

Ti bn ln th t c sa cha hon thin Tn sch: Khc bit hay l CHT Tc gi: jack Trout Ngi dch: Thi Hng Tm Th loi: Kinh T - Qun Tr Nh xut bn: Tr, TP. HCM Nm xut bn: 2004 Kh: 14,5x20,5 cm --------------------Ngun: Dch gi Thi Hng Tm Chuyn sang ebook (TVE): tovanhung Ngy hon thnh: 26/4/2007 http://www.thuvien-ebook.com

LI GII THIU KHI Chng 1 CH CA S LA CHN CHNG 2 D IU G XY RA CHO NGH BN C QUYN (USP) CHNG 3 TI TO LI NGH BN C QUYN CHNG 4 NH HNG VO KHCH HNG HAY CHT LNG HIM KHI L NHNG TNG KHC BIT HO CHNG 5 SNG TO KHNG PHI L MT TNG L KHC BIT CHNG 6 GI HIM KHI L MT TNG KHC BIT CHNG 7 GING SN PHM RNG L MT CON NG KH KHC BIT HO CHNG 8 NHNG BC KHC BIT HA CHNG 9 KHC BIT HA CHIM CH TRONG TM TR CHNG 10 LN U TIN L MT TNG KHC BIT HA CHNG 11 S HU MT THUC TNH L MT CCH KHC BIT HA CHNG 12 TNH DN U L MT CCH KHC BIT HA CHNG 13 K THA L MT TNG KHC BIT Ngi n b nh b i tin phong trong ngnh kinh doanh ru M CHNG 14 SN PHM C BIT L MT TNG KHC BIT HA CHNG 15 C A CHUNG L MT TNG KHC BIT HA CHNG 16 LM SAO MT SN PHM L MT TNG KHC BIT HA CHNG 17 L CUI CNG CNG L MT TNG KHC BIT HA CHNG 18 NNG BNG L MT CCH KHC BIT HA CHNG 19 PHT TRIN C TH HY HOI S KHC BIT CHNG 20 KHC BIT HA I HI PHI HY SINH CHNG 21 L KHC BIT NHNG NI CHN KHC BIT CHNG 22 GN GI S KHC BIT CA BN CHNG 23 AI C NHIM V VI S KHC BIT HA

LI GII THIU
Trong ch ca s chn la v chn lc ngy nay, nu bn khng phi l mt Coca-Cola hay mt Nike no th qu l kh c th ginh ly mt ch ng vng vng trong tm tr ca ngi tiu dng. V nu bn l mt thng hiu hng u th cng khng phi l d dng c th bo v c v th mi mi bn vng cho d l bn c c ci li th hn ngi . Nu bo bn phi tm ra mt ht np trong mt r go t th qu l khng d, nhng nu bn ch phi tm ra mt ht la trong th r rng nhim v ny d hn nhiu. Nhng d sao vic tm ny cng khng phi l hon ton n gin, bn cng cn n k nng lm cho ht la kia ni ln b mt ca nhng ht go bn c th nhn din c n. c th ginh c mt ch ng trong tm tr ca ngi tiu dng, thng hiu ca bn cn phi l mt ht thc ch khng phi l mt ht np trong r go t ny. l s khc bit m bn cn phi c. lm cho ht thc (hay vin ngc ?) ca bn ni ln trn b mt v c nhn bit lu bn trong tm tr ca ngi tiu dng th li l nhim v ca chng ti, nhng cng ty qung co v marketing. Tm ra v lm ni bt s khc bit c th ca bn. Ti tm c m gii thiu vi cc bn cun sch ny, Differentiate or Die hay Khc Bit hay l Cht. Nguyn Nam Trung Ch tch Cty Qung co StormEye

KHI
Hu nh trong sut mt i lm vic ca chng ti, ti v cc ng s ca ti u lun rao truyn v tm quan trng ca vic "l khc bit". Trong cun V th ho (Positioning), l khc bit c ngha l t c bit ho trong tm tr ca cc i tng tim nng. Trong cun Chin cuc Marketing (Marketing Warfare), l khc bit c ngha l dng mt t tng c bit ho bo v, tin cng, nh bc hu hay tr thnh mt du kch, mt "Che". Trong cun 22 Quy lut Marketing bt bin (22 Immutable Laws of Marketing), l khc bit c ngha l dng mt t tng c bit ho xy dng mt thng hiu. Trong cun n gin l Hon ho (The Power of Simplicity), l khc bit c ngha l thit lp mt chin lc c bit ho. L khc bit hu nh lun l trng tm ca mi vic m chng ti lm trong sut ba mi nm va qua. Bn c th cho rng lc ny, thng ip v vic "l khc bit" ca chng ti c loan truyn rng ri. Hu nh mi ngi, ai ai cng ang bn rn xy dng s khc bit trong cc k hoch ca h. Khng mt ai khng gp mt vi i vi mt tng khc bit trong u ca anh ta, ng ta hay c ta, b ta. C ng nh vy khng ? Khng hn nh vy. nh ca chng ti khi vit cun sch ny l xt n hai loi t chc. Mt loi cha h bao gi tm n chuyn l khc bit. H vo cuc, m ra nhng trn chin vi nhng yu t cnh tranh nh "cht lng cao," "gi tr tt" hay mt iu c k vn lun c v hp dn - "sn phm tt hn." H tin tng vo nhng li th cnh tranh m h t t ra cho mnh l hn hn mi i th nhng ri chnh nhng g h tin tng ny li chnh l nhng g nhanh chng loi h ra khi cuc chi. H t tp chung quanh h vi nhng "bc thy chuyn nghip," nhng ngi lun ming ni v cht lng, v trao quyn, v vic nh hng vo khch hng v v vn nhng hnh thc lnh o t ngh thut n phi ngh thut khc. Bt hnh thay, mi i th ca h cng c bao quanh bng nhng "bc thy" tng t. Khng c g l khc bit. Mt loi cc t chc khc, l nhng t chc hiu c nhu cu ca vic l khc bit. Nhng ri sau mt vi n lc phi ni l khng ng k, h nh phi chp nhn l h khng th v khng bit lm sao c th t khc bit ho. H nh phi chp nhn l sn phm cng nh cch thc bn hng ca h qu l khng khc bit bao nhiu vi cc i th ca h. H nh phi nhm n nhng phng php kch hot mi lc vn c tin tng v p dng rng ri. ng bun thay, h vn khng th to thnh s khc bit h mun c vi cng nhng phng cch v nhn t tng t nh mi i th chung quanh h. Nhng t chc ny cng khng gt hi c bao nhiu h tr t nhng tn tui khoa bng ln. V d nh Michael Porter ca trng i hc Havard, ngi ni v nhu cu ca mt ngh Bn c quyn (USP, unique selling proposition) nhng li khng th ni chnh xc l cc cng ty cn phi lm nhng g t c ci ngh Bn c quyn ny. ng Porter thc s ch ni n nhng g bn l nh tnh lin tin chin lc, v th chin lc, thng mi chin lc v cn nhiu na cho tt c nhng ai c th tr chi ph cho nhng iu m ng ni. Vn khng c g l khc bit. S h tr t cc cng ty qung co cng khng em li cho h iu g tt hn. H ni v nghe v nhng g nh tnh d thng, tnh t ph v.v i vi h nhng th ny c v ngh thut hn l k thut. Vn khng c g l khc bit y. Cun sch ny c vit ra l thay i tt c nhng quan im c ni n trn. N vch ra nhiu cch bn c th t mnh l khc bit v trnh khi s cm d ca nhng g c v l khc bit nhng thc s li tng ng. Vi cun sch ny trong tay, cc bn s trong mt v th tt hn pht trin vng vng hn trong mt th gii y cnh tranh, khng h khoan nhng. y l mt cun sch c th to ra s khc bit cho cng cuc kinh doanh ca bn.

Jack Trout

Chng 1

 CH CA S LA CHN
Vo thu bnh minh ca nhn loi, la chn khng h v cng cha bao gi c xem nh mt vn . Khi cc bc t tin xa xa ca chng ta t hi : "C g cho ba ti y ?", cu tr li s v cng n gin. c th l bt c mt con vt no chung quanh m h c th sn ui, git cht ri mang v ni h tr n. Ngy nay, bn bc vo mt siu th khp kn v di tm trong mt rng nhng th c th n c m nhng ngi khc sn tm, git tht, ch bin v ri ng gi cho bn. Vn ca bn ngy nay khng cn ch l chim ly. Vn ca bn l c gng hnh dung ra phi mua th g trong hng trm, hng ngn th vi bao b mi kiu dng ang tr mt nhn tr li bn t trn cc k hng. Tht ti ? Tht chn ? Tht g ? v.v Nhng ch mi l bc khi u. Bn s cn phi quyt nh mnh s mua phn tht no. Sn ? i ? Thn ? v.v V cn na, bn cn phi quyt nh s mua nhng g v cho nhng thnh vin khng n tht trong gia nh ca bn ?

Cu c cho ba ti
Vic bt ly mt con c i vi nhng t tin xa xa ca chng ta ch n gin l vn vt nhn mt cnh cy v hy vng vo vn may. Ngy hm nay, iu ny c ngha l phi tm n mt ca hng chuyn bn cc ngh cho vic cu c la chn mt vi trong v s th nh cn cu, dy cu, li cu, mi cho tng loi c khc nhau, ri no l qun o i cu, gi ng c v nu c th l cn hng trm nhng th khng th no ng n khc na. V ri bn s i cu ni no ? Ao h hay sng, sui hay bin ? Vic i cu pht trin qu xa, qu rng so vi nhng ngy ca nhng cnh cy vt nhn.

i n ti
Ngy nay, rt nhiu ngi thng n y vic phi chn ra mt ch n ti cho nhng ngi khc. Quyt nh s i n ti u trong mt thnh ph rng ln nh Newyork chng hn, khng th l mt chuyn d dng. Cng v vy m Nina v Tim Zagat su tm, bin son v ri pht hnh cun ch nam v cc nh hng New Y ork vo nm 1979 gip cho chng ta d dng tr li c ci cu hi kh khn v vn la chn ny. Ngy nay cun ch nam b ti ca Zagat tr thnh mt n phm c bn ra n hng triu bn vi nhn xt v xp hng n hng trm ngn nh hng t nh n ln trn khp nc M v c nhng thnh ph ln ni ting trn th gii.

S bng n trong chn la

iu thay i ln nht trong kinh doanh qua vi thp nin gn y l s tng trng cn hn l ngon mc na cc hng mc sn phm trong hu ht mi chng loi hng ha. Ngi ta d on l hin c trn mt triu hng mc sn phm ch ring nc M. Trong mt siu th bt k c khong trn bn mi ngn hng mc sn phm khc nhau. Trong khi , nhu cu trung bnh ca mt gia nh ch cn n khong mt trm nm mi loi sn phm khc nhau. iu ny c ngha l, mua c nhng g mnh cn, chng ta cn phi loi b t nht l ba mi chn ngn tm trm nm mi cc loi sn phm c by bn trong mi ln i mua sm. Mua mt chic xe cch y vi thp nin c ngha l bn phi chn la mt trong khong mt chc nhng kiu xe ca nm ba hng xe danh ting. V ngy nay, vic quyt nh mua mt chic xe c ngha l bn phi chn ra mt trong hng my trm kiu xe ca hng my chc hng sn xut danh ting trn ton th gii. Ngay c trong mt th trng hp hn rt nhiu nh chn mt loi xe t gi nht bn cng c n vi chc chn la khc nhau. V bn s cn phi au u hn na nu phi la chn nhng th ph tng nh v xe hay rut xe. S khc bit ln nht trong nhng ngy ny l khng phi ch l mt th trng quc gia vi ch nhng cng ty ni a cnh tranh vi nhau m l mt th trng ton cu vi mi ngi cnh tranh ln nhau mi ni trn th gii.

Chn la ang lan truyn

Nhng g va c m t trn y ch l nhng g v ang xy ra trn th trng ca nc M, mt th trng c th ni l a dng nht bi v dn M c th ni l nhng ngi tiu dng giu c nht v ang sng trong mt mi trng marketing bng n nht. Hy th xt n nhng quc gia khc, nh Trung Quc chng hn. Sau nhiu thp nin ch mua v la chn trong vi chc loi sn phm thc n truyn thng c sn xut t nhng cng ty quc doanh, ngy hm nay ngi dn Trung Quc c th chn la rng ri vi v vn sn phm thc n trong cng nh ngoi nc mi khi h i mua sm. Theo nhng thm d mi y th th trng v cc sn phm thc n ca Trung Quc ang bt u bng pht. Ch ring cc sn phm ni a, ngi dn Trung Quc c n mt trm ba mi lm thng hiu thc phm vi v vn hng mc sn phm chn la. Con ng trc mt cn di nhng ngi Trung Quc ang trn con ng i n mt tnh trng nghim trng ca ch chn la. Mt s th trng khc cn xa mi i n ch bng pht. Nhng quc gia nh Liberia, Somalia, Bc Triu Tin v Tanzania cn qu ngho v ang trong thi k khng hong nn vic c chn la ch c th l nhng tia hy vng lp lo trong con mt ngi dn nhng quc gia ny.

Quy lut ca s phn chia

Quy lut ca s phn chia tc ng v to ra ch chn la, iu c ni n trong cun 22 Quy lut Marketing Bt bin . Nh mt phn bo t phn chia trong a nghim, v i Marketing cng c th c nhn nh mt rng m rng khng ngng ca cc chng loi sn phm. Mt ging sn phm bt u t mt thc th n c. My tnh chng hn, vi thi gian cc ging sn phm pht trin sang cc phn on khc. T my tnh ca thi gian u tin sang cc th h khc v n ngy nay l my tnh xch tay, bt vi tnh. Cng nh vi tnh, xe hi cng pht trin t mt ging sn phm n c. Trong mt thi gian di hu nh ch c ba thng hiu hon ton chi phi th trng xe hi (Chevrolet, Ford v Plymouth, v ri ging sn phm bt u phn chia. Ngy hm nay chng ta c cc loi xe hng sang, loi trung bnh v loi r tin vi nhiu chng loi xe khc t xe chuyn ch n cc loi hai cu t ng hay bn t ng v.v

Trong ngnh cng nghip truyn hnh, mt thi qua, ch c vi ba i truyn hnh chi phi hu ht cc ngi xem cho n ngy nay vi nhiu loi hnh truyn hnh vi nhiu cng ty, i pht khc nhau hu nh ca c th gii ny cho chng ta chn la. Vi dng thc bng, a hnh ngy nay cc i truyn hnh cc loi hon ton c th m tng n mt h thng vi hng trm knh khc nhau cho nhu cu ca ngi xem ca h. Vi tt c nhng s pht trin v phn chia trn, bn s phi d tm chn la mt th g xem trn v s knh, i khc nhau v hon ton c th l khi bn tm c nhng g m mnh mun xem th chng trnh n hi chm dt. "Phn chia" l mt qu trnh khng h ngng ngh. Nu bn cn nghi ng v iu ny hy xem qua biu sau v s bng n ca vic la chn :

Ngnh "Cng nghip la chn"

S phn chia ny dn n vic ra i ca mt ngnh cng nghip mi c ch nh h tr mi ngi trong vic chn la ca h. Chng ta c nhc n Zagat vi cun ch nam v cc nh hng ca h. Bn c th tm thy nhiu ni nhng li khuyn kiu nh nn mua nhng loi c phn, c phiu no. Lm sao tm n mt nha s ng v thch hp Saint Louis hay cch tm ra mt chng trnh cao hc ph hp trong hng trm trng i hc trn c nc. Mng Internet ngy nay cng mau chng c y nhng thng tin loi ny trn cc web site h tr cho bn c th la chn bt c th g m bn c th tng tng n, tt c u ha hn vi bn mt mc gi tht hp dn. Cc loi tp ch dnh cho ngi tiu dng cng vy, em n v s thng tin v cc hng mc sn phm ging sn phm. Vn duy nht t cc tp ch ny l nhiu lc chng ni n sn phm qu chi tit khin cho chng ta cng m m thm khi phi c qu nhiu. Cc nh tm l v tiu dng cho rng c qu nhiu hng mc cc loi cho chng ta chn la c th lm cho chng ta in r ln v ri rm. Hy suy xt v nhng g m tin s Carol Moog phi ni v ti ny : "Qu nhiu th chn la, v tt c u c th c tho mn nhanh chng s khin cho chng ta c mi phi so o, tnh ton nh l con tr. Trn gc marketing th iu ny khin cho ngi ta ngng ch tm v mt i kh nng quyt nh ng. H t chi v tm mi cch t bo v khi b kch thch qua ng ; h nn lng v nh phi chn ba."

S la chn c th tr thnh ng s ch thng c nh ngha l mt quyn lc bnh trng v ng s.

V cng l th i vi s la chn. Vi s cnh tranh d di, th trng ngy nay b iu khin bi s chn la. Khch hng ngy nay c qu nhiu sn phm cng loi la chn nn bn s phi tr gi gn nh tc thi v nhng sai lm ca bn. Mt khi phm sai lm, cc i th ca bn lp tc ginh ly th phn ca bn v qu l khng d dng g c th ginh li. Cc cng ty khng chu hiu thu iu ny s nhanh chng b loi ra khi cuc chi v khng th tn ti.(lc ny qu l ng s) Chng ta tng bit n nhng thng hiu danh ting m ngy nay khng cn nghe n na. Chng ta khng cn phi lit k ra y danh sch ca cc t chc ny bi v ngay chnh bn cng c th nh ra mt s nhng tn tui tng danh ting .

Bn phi ht sc cn trng
Nu bn b qua nhng g c o ca chnh mnh v c gng l mi th dnh cho mi ngi, bn s nhanh chng chn vi nhng g l khc bit ca bn. Hy xt n trng hp ca Chevrolet, mt thi tng l loi xe gia nh y gi tr v chim lnh th trng. V khi Chevrolet c gng thm vo nhng g l "t gi", th thao", "nh b" vo tnh cch ca mnh h t loi b s khc bit ca chnh h. Ngy nay thng hiu ny b nhng thng hiu khc vt qua v b h li sau lng. S khc bit ca h tn li i cng vi cng cuc kinh doanh ca h. Nu bn khng ch tm n nhng thay i trong th trng, s klhc bit ca bn cng c th mt i tm quan trng ca n. Hy xt n trng hp ca DEC, mt thi tng l mt nh sn xut hng u v my tnh, h khng ch n nhng thay i trong cng ngh v k thut lm cho my tnh c nhn tr thnh mt lc tc ng chnh trong cc vn phng. S khc bit ca h mt i tm quan trng tng c. Ngy nay DEC cht v b st nhp bi Compaq. Nu bn c phi chu lp bng bi cc i th cnh tranh ln hn m khng bao gi thit lp nhng g l khc bit ca bn, bn s mi mi yu km. Hy xt n trng hp ca Westinghouse, h khng bao gi thot ra khi ci bng ca General Electric v ngy nay h khng cn tn ti. Hay Goodrich c th sng ch li cc loi v xe nhng ri Goodyear li hng ht mi phn li nhun bi v s nhm ln gia thng hiu ca h vi mt thng hiu ln hn, chnh v iu ny m h khng th c phn bit ra trong tm tr ngi tiu dng. Th gii kinh doanh ngy nay l mt th gii tn nhn.

V cng lc cng tn nhn hn

ng cho l mi vic ri s an ho tr li. Chng ta phi cm nhn rng n s cng lc cng tn nhn hn ch n gin v cng ngy cng c nhiu s chn la hn na. Trong cun sch mang tn "Nhanh hn" (Faster), tc gi James Gliek ni v ci iu c th gi l mt tng lai hoang d, "S tng tc ca hu nh mi th". Hy xem on vn sau y ca cun sch ny : Vic tng trng nhanh chng ca s la chn khin chng ta bt buc phi bc vo ci by ca s chn la. Chng ta cng c nhiu thng tin, chng ta cng tm kim thm thng tin. Chng ta cng c nhiu s chn la chng ta cng cn thm nhiu la chn. S phc tp to thnh s chn la ; s chn la thc y cng ngh ; v cng ngh sinh ra s phc tp. Khng c s phn phi hng ho, khng c vic sn xut hiu qu trong thi i mi ngy nay, khng c nhng s in thoi min ph v chuyn pht nhanh v trn ht c nu khng c my vi tnh, s la chn khng th bng pht nh vy. Qu ng, qu b, cc bn ca ti, chng ta vn cha nhn thy mt nh sng no. ***

CHNG 2

D IU G XY RA CHO NGH BN C QUYN (USP)

Vo nm 1960, ch tch mt cng ty qung co, Rosser Reeves, c bit n nh mt ngi tng kinh siu thot cho nhng g bc n. ng vit mt cun sch ni ting mang tn Tnh thc t trong Qung co (Reality in Advertising). Cun sch ny ca ng c chuyn dch thnh hai mi tm ngn ng khc v c s dng rng ri nh mt cun sch gio khoa. Cch ny hay cch khc, c th ni l mt khi u cho mt thi i marketing mi. Trong cun sch ny, ng ta gii thiu v nh ngha mt khi nim oc gi l ngh Bn c quyn hay USP (Unique Selling Proposition). nh ngha Theo Rosser Reeves th USP l mt thut ng chnh xc, v vy ng ta a ra mt nh ngha ba phn cho khi nim ny : 1. Mi mt qung co phi l mt ngh vi khch hng. Khng ch l t ng, khng ch l bc n, khng ch l mu m. Mi mt qung co phi ni vi tng c gi rng "Mua mn hng ny, bn s gt hi tin ch c bit ny." 2. ngh phi mt ngh m cc i th khng th hay khng c cung cp cho khch hng. N phi l duy nht -mt s c o ca thng hiu hay mt minh nh m khng mt ai khc c th to ra trong mi trng chuyn bit ca qung co . 3. ngh phi mnh m c th lay chuyn c s ng (li ko khch hng mi n vi sn phm).& ng ni tip rng hu ht cc qung co trong nhng ngy ny u l "mt ngh thut mt mi ca s bc n". Khng mang theo mt thng ip no thc s, c vit ra bi nhng ngi sng to tng (copywriter) khng hiu g v tnh thc t. Bn c th cho l l mt cuc bt chin trong qu kh v tng ny ca ng Reeves vn cn c chp nhn lu di bi cc nh thc hin qung co ngy nay. Sai lm.

Cuc bt chin vn ang tip din

iu bt ng l cuc bt chin vn cn ang tip din trn v i qung co. Mt mc bo trn trang du ca t Advertising Age c n hnh sau cun sch trn ca Reeves hai mi by nm ci chnh : "Nhng nh th chng li nhng k st nhn" : Cuc tranh lun khng ngng v qung co -ngh thut gy sc hay bc n ?- d n hi gay cn vi c may cn bng cho c hai pha. Mc bo ny, di nhiu trang, trnh by v cuc chin gia nhng nh sng to xem cng vic ca h l mt hnh thc ngh thut v cm tnh vi nhng nh marketing xem cng vic ca h l mt hnh thc thc t v duy l. Mt nhm mun giao kt vi khch hng v nhm kia mun lm m mt khch hng. n lc chng ta nn ngng vic tranh lun v i din vi khng ch tnh thc t trong qung co m cn vi c tnh thc t trong th trng.

Reeves u lc ny khi chng ta cn n ng ?

Khi ng Reeves ni v vic l khc bit, th trng lc l mt ni chn cn d th. S cnh tranh ton cu cha hin hu. Trn thc t, theo nhng tiu chun ca ngy nay, cuc cnh tranh thc s khng khoan nhng hin hu. Khi nim v vic l c quyn hay l khc bit trong nm 2000 l quan trng hn rt nhiu so vi nhng nm 60. Trong khi nhng cuc tranh lun v vic "lm m mt hay khng lm m mt" vn ang nng bng, mt Trt t Th gii Mi bt ng n. Ngy nay c nhiu cng ty c doanh s cn ln hn s Tng thu nhp Quc dn ca mt s quc gia. Nm trm cng ty hng u ca th gii chi phi n 70% th trng thng mi quc t. Vic hp nht, vic thnh t din ra khp ni khin cho ngi giu li cng giu hn, ln hn. V cng vy, vic cnh tranh khng ch d di hn m cn l khn ngoan hn, gay cn hn. c th thng li trong cuc cnh tranh mi ny bn phi ch n thc t trong cch x s ca khch hng, khng ch v con ngi v thu nhp m cn v s phin lng ca khch hng i vi nhng sn phm tng ng ang hin hu.

Bc 1 trong vic xy dng thng hiu

Trn th trng hin c rt nhiu sch ni v vic thit lp v xy dng thng hiu nhng ch c rt t ni n vic to dng s khc bit. V nu c c ni n th cc tc gi cng khng ni nhiu v r v tm quan trng ca s khc bit trong vic thng hiu ho. Hy xt n vic Y oung & Rubicam, mt cng ty qung co ln v ti gii ca th gii, pht trin mt h thng m h gi l "khoa hc thng hiu". H ni rng "s khc bit" l yu t u tin. H thng ny nh ngha mt thng hiu v phn bit n ra vi nhng thng hiu khc. Nhng thng hiu ra i nh th no v cht i ra sao khi m s khc bit khng cn. H ni vy, nhng thay v i su vo ch thc s th h li nhanh chng chuyn qua nhng s vic nh biu sc mnh ca thng hiu, s hiu bit, s tn trng, s thch hp. Cc bn c thn mn, chng ta s i su hn vo vn ny. Nu s khc bit l yu t chnh ca vic ra i v cht i ca mt thng hiu, n ng chng ta b thi gian ra tm hiu v ti ny su hn na. (ng bn gi Reeves ca chng ta tng mun th)

Tm quan trng ca vic l khc bit

Vic chn la trong nhiu iu la chn lun c da trn cn bn ca nhng s khc bit ni ti hay ngoi ti. Cc nh tm l ch ra rng nhng s khc bit c th phn bit c r rng v l nhng g chnh yu ca sn phm c th c ghi nh k hn bi v chng c th c ghi nhn mt cch l tnh. Ni cch khc, nu bn qung co cho mt sn phm, bn phi a ra mt l do ngi tiu dng chn ly sn phm . Nu bn c th cng lc vui th vi l do na th tht tuyt vi. Tic thay, dng nh trn thc t nhiu nh qung co khng h ngh n vic em n cho i tng tim nng mt ngh bn c quyn. Hu ht nhng ngi ny u cm nhn rng vic bn hng khng phi l kh khan v ngi ta ch p ng vi nhng cng ty no khng c gng thuyt phc h. Hn na, nhiu ngi thng c ci rng khng c g gi l khc bit gii thiu v sn phm. iu m h khng h tm n l thc t th, khng ni n vic thin h c thch b thuyt phc hay khng, khi phi la chn trong mt rng sn phm -ngi tiu dng i mt

vi vn phi hnh dung ra nn mua ci g v khng nn mua ci g. Ni cch khc, vic chn la ch l vn n thun ca vic quyt nh. Chn la tc l quyt nh.

Ngi ta hnh dung th no

Cc nh tm l nghin cu rt nhiu v vic thin h gii quyt vn ra sao. H i n kt lun rng c bn iu cn bn nh hng n vic quyt nh : trc gic, suy ngh, cm nhn v cm gic. Thin h thng quyt nh da trn bn cn bn ny. Hy xt bn cn bn ny trn quan im bn hng.

- C bit ho vi nhng ngi trc cm

Nhng ngi quyt nh bng trc gic tp trung vo nhng g c th. H khng quan tm n nhng tiu tit m ch ch trng n tng th. Loi ngi trc cm ny thng rt mn cm vi mt chin lc c bit ho da trn nhng sn phm ca th h k tip trong mt ging sn phm. Khi nhng nh sn xut Advil v th ho sn phm ca h nh mt loi "thuc gim au th h mi", h t phn bit mt cch hon ho trong con mt ca m ng trc cm. Nhng ngi trc cm ht sc quan tm n tnh kh th ca nhng g sp n tip theo. iu ny cho thy ti sao vic bn hng cho nhng ngi trc cm thng chng t hiu qu vi vic gii thiu cc th loi mi ca sn phm.

- C bit ho vi nhng ngi suy ngh

Ngi suy ngh l nhng ngi phn tch, chnh xc v thc t. Qu trnh quyt nh ca h c y thng tin v nhng yu t cm gic hay cm tnh thng b b qua. Nhng ngi suy ngh ny thng c v tn nhn v bt cn, nhng iu ny l khng chnh xc. H ch ang suy ngh m thi (loi ngi nh Henry Kissinger). Loi ngi suy ngh ny thng rt mn cm vi mt cuc tranh lun l l v nhng thc t ca mt sn phm. Chin lc c bit ho ca BMW vi cu ch "Mt my li cui cng" l hon ton hiu qu vi nhm ngi ny, nht l khi h trnh by nhng thc t nh thit k kh ng hc, d iu khin, dn my nh cng vi nhng ph bnh ca cc chuyn gia v vic BMW vn hnh ra sao.

- C bit ho vi nhng ngi cm nhn

Nhng ngi thuc nhm ny quan tm n vic cm nhn ca nhng ngi khc. H ght kiu phn tch kiu hc thc v ch tun theo thch ring ca h. H thch c lm vic vi nhng ngi khc v c kh nng trung thnh cao . Nhng ngi ny l i tng l tng cho nhng chuyn gia c b ngoi tt. Chin dch qung co ca Miracle -Gro, t c bit ho h nh mt la chn ca cc chuyn gia l hon ho i vi nhng ngi cm nhn ny. Nhng ngi p , lch s gia mt rng hoa v ni chuyn vi nhau v nhng g tuyt vi ca Miracle l mt chin lc hon ton ng vi nhm ngi cm nhn ny.

- C bit ho vi nhng ngi cm gic

Nhng ngi cm gic nhn s vic nh n l v rt tn trng thc t. H c kh nng lm vic tt vi nhng chi tit v rt t khi sai lm. Nhng ngi ny l tuyt vi trong vic t s vic vo tng th. Chin dch c bit ho ca Hertz v kh nng lnh o l mt chng trnh hon ho cho nhm ngi cm gic ny, nhng ngi bit l qu tht Hertz l s mt. (Hai mi lm nm khng ngng minh nh ngi v s mt ny ca h) i vi nhm ngi ny, ngi v ny chng t Hertz l tt nht. Mt iu nn ghi nhn l ngi ta thng l nhng con ngi pha trn gia bn cn bn ny. Mt ngi trc cm thng cng l mt ngi cm nhn, h cng ght nhng g qu tiu tit. Mt ngi suy ngh th cng thng l mt ngi cm gic, nhng ngi thch th lm vic vi thng tin. D sao th tt c mi ngi u quyt nh mua hay khng mua theo cch ny hay cch kia.

Bn c th c bit ho bt c th g
Theodore Levitt, mt bc thy marketing ca Havard, vit mt cun sch mang tn S Sng to Marketing (The Marketing Imagination). ng ny chc chn l c cng mt kin vi Reeves khi tuyn b trong chng bn ca cun sch ny l bn c th c bit ho bt c mt th g. Quan im ca ng l gi tr ca sn phm c tng thm bng cch cung cp cho ng tiu dng nhiu hn l h c th ngh hay cn, hay d on. iu ny c th t c vi nhng h tr hay dch v cng thm. General Electric t ly iu ny bng cch t vn cho khch hng v nhng khc bit kh nhn bit trong cng cuc kinh doanh khp ni trn th gii. GE cng h tr khch hng vi nhng dch v cng thm m vi chng khch hng ca GE khng cn cn thit phi lu gi b phn dch v trong thnh phn nhn s ca h. Thang my Otis dng cch chn on t xa nh mt phng cch t c bit ho. Vo gi cao im cc cao c vn phng, vic thc hin cc hot ng sa cha hay bo tr thang my l hon ton bt tin cho khch cng nh nhng ngi lm vic ti . Otis vn dng kh nng chn on t xa ca h d kin trc nhng g ngn tr c th xy ra v gi nhn vin ca h n trc t sm thc hin cc dch v bo tr vo nhng gi m thang my tha tht ngi s dng. Oral-B to ra s khc bit vi nhng bn chi nh rng c kh nng bo cho ngi s dng bit n lc cn phi thay bn chi mi.

C bit ho cc loi hng ho

Ngay c trong th gii thc phm ch bin cng tm ra nhng cch c bit ho sn phm ca mnh v to ra mt ngh bn c quyn. Nhng chin lc thnh cng trong ngnh ny c th tm lc li vi nm phng cch : 1. Tnh cch ho. Chui bnh thng c th tr thnh loi chui tt hn bng cch thm vo cho chng mt nhn hiu Chiquita nh. Dole cng lm nh Chiquita vi mt nhn hiu Dole nh trn nhng tri da ca h, h cng lm vy vi rau dip vi mt nhn nh trn bao b. 2. Nhn vt ho. Nh bun rau xanh Green Giant dng mt nhn vt t c bit ho h trong v s nhng hng bun rau xanh trong nhiu hnh thc khc. Nhn vt Frank Perdue ca h tr thnh mt ngi kh khn ng ng sau nhng a tr du dng. 3. To ra mt th h mi. Nhng ngi trng u mun c bit ho mt loi u ln v c bit. Thay v gi chng ch n gin l ln, h li gii thiu mt ging sn phm mi vi tn gi l da Crenshaw. Tyson mun bn mt loi g thu nh, nhng tn gi khng c v ngon n. V vy h gi chng l g mi t Cornish. 4. i tn. i khi mt ci tn c th khin cho thin h khng ham mun g vic n mt th mang ci tn . Nh tri l gai Trung Quc chng hn. Bng cch i tn nhng tri l ny thnh tri Kiwi, h lm cho nhng tri l ny tr nn mt th tri ng nm th. 5. V th ho li ging sn phm. Tht heo vn ch l tht heo trong sut bao nhiu nm qua. Tt c nhng g h lm v th ho li tht heo

la ra mt hnh nh tng tng v nhng con vt b nh dm mnh trong bn t, ri nhy ln ln ln cng vi m g con v tr thnh mt loi "tht trng" khc hn. Mt c chuyn i ngon mc trong lc m "tht " l mt nhn thc ng nhin. C mun l c phng cch khc bit ho. ***

CHNG 3

TI TO LI NGH BN C QUYN
Rosser Reeves c mun l khc bit. Nhng bn mi nm trc, phng cch c bit ho thng ch da trn mt s khc bit r rng gia cc sn phm. Thng l vi mt tin ch c th kch bn ho so snh vi cc i th. "Lm sch hi th ca bn cng lc vi hm rng ca bn," Kem nh rng Colgate tng ni nh th. (Vi nm sau, Crest a thm thuc chng su rng vo kem ca h v xem l mt ngh bn c quyn ca h.) "Chai ca chng ti c ra sch trc tip bng hi nc" l im chnh ca s c bit ho c trnh by bi nh sng to tng huyn thoi Claude Hopkins sau khi thm nhp cng ngh ch to bia ca khch hng ca ng. (Sau mi hng bia u lm nh vy. Nhng ng ta l ngi u tin nhn mnh n tnh v sinh ca sn phm.) Tnh khoa hc n gin vn lun c nhiu cng ty nhm n trong nhng ngy y. Anacin chng hn, dng vic phi hp cc dc liu lm im nhn t c bit ho vi aspirine n cht hay aspirine vi ph liu chng tc ng ph. Cc nh ho hc c th gii thch vic phi hp cc dc liu ca Anacin c nhng tc ng khc hn i vi c th con ngi so vi aspirine n c.

iu g xy ra
Ngy nay tht l kh khn bm vo mt ngh bn c quyn hay mt tin ch hay mt s khc bit ca sn phm. V vy m nhiu nh marketing ngy nay chuyn sang vi nhng khi nim khc. Mt phn l v s xut hin ca qu nhiu sn phm mi. Cc sn phm mi ny khuy o tm tr ca ngi tiu dng vi nhng lun iu mu thun v nhng khc bit u tr. ("Lc ny ! Tartar t tin vi mi v tuyt vi ca kem bc h ti mt.") Mt phn no v hu ht u p tr li cc th lc cnh tranh hng u vi thuyt "ti cng th". Cc sn phm cnh tranh trc tip cng lc cng tng t vi nhau. Cng ngh cho php cc i th cnh tranh phn tch k v thay i hon ton dng v ca sn phm trc khi bn c c hi thit lp tnh khc bit, tnh c o ca bn. Mt phn no cng do tc pht trin. Hy ngh n nhng cng ty nh Intel chng hn pht trin kh nng lu tr d liu cng nh vn hnh vi mt t l khng ai c th ng trong tng nm mt. Hay l ngnh kinh doanh t lt tr em lun thay i, cng lc cng nh hn, gn hn mi su thng mt. Hu ht mi cng ty khng cn kp c thi gian ngh yn vi vng nguyt qu ca h. Khi bn buc phi sng cn bng cch phi lun i mi hu nh trong tng ngy mt, qu l kh khn c th c bit ho vi ch nhng s khc bit ca sn phm m thi.

C thc s l "Mi" ?
Vo nm 1987, theo cc s liu thng k th M c 14.254 sn phm mi ra i. V n nm 1998 th con s cc sn phm mi ra i l 25.181. iu c ngha l ring M vo nm c su mi chn sn phm mi c tung ra trong tng ngy mt. Nhng vi nhng sn phm mi ny, s lng khng ng ngha vi cht lng. Vi mt s lng nh vy nhng hu nh khng h c cht t ph k thut no ng ni chng, hu ht vn ch l nhng th g c v vn ang c. Michael Lasky, mt lut s chuyn v bn quyn Minneapolis, ngi quan st th trng nhng sn phm mi trong hn hai mi nm qua ni : "Hu ht cc sn phm mi u l nhi li, chng khng thc s l mt sng to, iu ct yu cn c ca mt bn quyn. V iu ny to thun li cho mt i th cnh tranh tung ra mt sn phm mi vi mi v ring, mt li kh kp hay mt ci g g ca ring h." C qu nhiu th c th l mt hnh dng ring, c bit cho sn phm ca bn.

C thc s c bo v ?
Nu bn quyn ca bn thc s l mt sng to t ph, bn s c bo v v chnh ng hay bn phi lun bao quanh sn phm ca bn vi nhng tiu tit mi km c chn ca cc i th ca bn. Hai i th ln ca th trng t lt tr em, Procter & Gamble v Kimberly -Clark thm ch phi tho thun ngng vic tranh kin li v trao i vi nhau cc bn quyn gy tranh ci. Cng nhau, h thao tng hn 70 % th trng t lt tr em trn ton nc M. V by gi h c th bp cc i th cnh tranh nh hn vi nhng mn bi thng vng gi, gii thot cho khch hng ca h khi mi lo ca vic r r, rch, thng ca cc t lt. Bn ngh sao ? Bn c cm thy may mn vo lc ny khng ? Bn c sn sng nho vo th trng hay cuc chin v nhng ch ngi ca cc em b khng ? Nu c, bn cng phi cn thn v sn sng i ph vi nhng trn ma kin tng m nhng a tr khng l ny s xung u ca bn. Nhng cng c mt iu ngc nhin ng hi lng y. Cc loi bo h bn quyn ny thc ra ch l mt ngoi tr ch khng thc l mt iu lut. Nht bo Wall Street nhn xt : "Xuyn sut trong cuc kinh doanh cc sn phm tiu dng, cc nh sn xut ca cc thng hiu nh thng o qua, o li, trt st n ln mc php l cui cng ca cc bn quyn m h c gng nhi li tng khng mc vo ti n cp bn quyn." Nhng sn phm ny ch l nhng sn phm tng t m thi. Lm sao h c th lm c iu ny. Nhng cng ngh my tnh mi y sc mnh cho h kh nng r ri ra mt tng, tng ly tng ly mt v ri rp li mt cch khc hn.

Phn tch ti gii hn cui cng

i khi, cn bnh cung phn tch, r ri s cnh tranh ra tng mnh li l r ri chnh mnh ra tng mnh. im c o ca s l khc bit, nu c hin hu, cng khng kp c c hi bc l. Robert McMath, trc y l mt nh iu hnh ca Colgate Palmolive v nay l mt nh t vn. ng ny thng thch th k li cu chuyn v loi du gi c gi l Wash & Comb khi c tung ra th trng th nghim. Loi du ny ha hn s lm mt i ni lo phin v tc ri. Cc i th trong th trng ht sc quan tm n n. McMath bt u nhng hot ng ca mnh. McMath ni : "Ch ring mt mnh cng ty t vn ca chng ti mua trn 3.000 chai. Vi kt qu , Wash & Comb hon ton c v l mt loi du gi s chim lnh th trng. Nhng iu ng ni l khng phi nhng ngi tiu dng thc mua chng m li l nhng tay marketing khc. V

khi Wash & Comb c tung ra th trng quc gia n lnh nhn ly tht bi. iu tng t cng xy ra khi Hunt Wesson, ch nhn ca cng ty bp rang Orville Redenbacher, vo cuc nghin cu mt thng hiu mi tn l bp rang dn Cracker Jack. u tin h mua sch mi k hng ca bp rang dn Jack, thm ch cn mua s kho hng Grand Union. Mt ngi iu hnh ca siu th bnh lun rng hu nh ch c mi mnh h l khch mua duy nht ca thng hiu trn. Chng ta khng cn ngc nhin khi bp rang dn Jack c tung ra th trng quc gia v lnh ly kt qu ti t. Hunt Wesson khng cn mua chng na.

Khng phi l bt kh
Chng ti khng mun ni l vic khc bit ho sn phm l bt kh, chng ti ch mun ni l qu l kh c bit ho mt sn phm. C mi vi nm Gillette li ti sng to li cch co mt. u tin l vi loi hai li, ri hai li t iu chnh, ri hai li c bo v v lc ny l ba li (Mach 3). Trn b ni th r rng Mach 3 ch l mt loi sn phm mi. Nhng ngm ngm l c mt qu trnh lm vic tot m hi, si mu mt v mt nim am m ca mt cng ty phi thng xuyn loi b nhng g cn va mi l loi bn chy nht. Sn phm Mach 3 tiu tn 750 triu la trc khi c th ra mt vi ngi tiu dng. H phi ng k ba mi lm bn quyn chung quanh sn phm no l "li dao trn cng mt mt phng", li khng "ch st", im "cn bng v pha trc" v.v (Nghe c nh l chi tit ca mt chic Ferrari) Kt qu ca nhng n lc sng to ny l mt th phn vng vng trong th trng dao co mt ton cu. chnh l s khc bit.

Ci tin, nng cp v ti to
Cng cng ty, cng k thut, sn phm khc. Bn chi nh rng Oral-B khng h gii thiu mt loi bn chi no mi trong sut hai mi by nm cho n khi Gillette lm iu . Gillette thnh lp mt i ng vi 150 ngi nghin cu loi cn co mt c th thay li. Kt qu hot ng ca i ng ny l mt sui nhng sn phm mi bao gm c mt loi ch thu mi bng si c quyn v loi bn chi nh rng tin tin hng u. Nu bn ang ngh n nhng im c th ca sn phm c bit ho, bn nn khn ngoan hc tp kiu thc hot ng ca Gillette. Ci tin, nng cp v ti to. Ni cch khc, hy i nhng bc ln hay l ng ngh g n vic tin bc c. iu vn thng xy ra l hu nh cc cng ty khng quan tm my n nhng g l khc bit ca h. Volvo tng l nh tin phong trong khi nim xe hi an ton v nhn mnh vo im ny nh l s khc bit ca h. H gii thiu mt s tng an ton nh cu trc tng b phn ring, ti kh ca hng v n bo tc . Nhng trong nhng nm gn y h b b li pha sau trong khi nim an ton bi cc loi xe vn hnh bng bnh trc hay hai cu. Ngy nay trong khi ngi Nht ang bt u ni v nhng thit b in t an ton th Volvo li nhm vo nhng loi xe mui trn th thao hay hai ch ngi khng mang li cm gic an ton mt cht no. H khng cn ch tm n iu lm cho h l khc bit.

G cay v m thanh tuyt ho

G gia v l mt sn phm mi v n khch. G ca Popeyes c phc v theo phong cch quay Cajun qu tht l cht lng, khng h ni qu mt cht no. "Chng ti c mt Nc M khng cn nhng con g v v," h qung co trn truyn hnh v h nh vy. Ngn sch qung co 12 triu la ca Popeyes ch l g khi so snh vi i th khng l Colonel ca h. Nhng im c bit trong sn phm ca h chnh l mt im khc bit nng bng a h vt qua nhng Church's Chicken v Chick-Fil-A tr thnh ngi th hai trong cc nh hng g quay ch sau KFC. Loi my thu thanh Wave ca Bose li l mt tng ln khc na cho s l khc bit. Qung co ca h ni : "N c v nh cho n khi bn bt nt khi ng." l mt my thu thanh khng ging bt c mt th thu thanh no khc. N cn nh hn mt hp ng bnh nhng em li mt m thanh trn y v phong ph. m thanh ca n c pht ra t mt loi loa nh hng m by b c bo h bn quyn. Sn phm tuyt k ny a Bose ln hng ng nhng tn tui ng trng vng trong k ngh thu pht m, mt th tt nht. Mi lc bng n ngay c vi mt gi c th ni l cao, 349 la mt Wave.

Bn kia sn phm v tin ch

Cc i th s i theo li ca g gia v v m thanh tut ho ch ? Thng l nh vy theo nh kt lun c vit trong Tp ch Nghin cu Qung co, h cho rng : "Thuyt 'ti cng th' vn l mt lc dn u trong cnh tranh. L cnh tranh c ngha l hot ng nh v ging vi mt i th thnh cng. Nhng kiu sao chp ny khng ch gii hn trong vic pht trin nhng c im ph (baking soda trong kem nh rng hay v.v) m cn ngay c vi nhng c th chnh trong sn phm (mi ging xe hin nay u ch trng vo tc , an ton, tit kim v.v)"" Bn c th thy , sng to ra v ri bm chc vo s khc bit l hon ton c th nhng l mt cng vic phi ni l cc nhc. ==Cnh bo ca Ted Levitt Mt trong nhng ngi c th ni l cha ca marketing, Ted Levitt ca trng Havard c nhng suy ngh su ni v ti ny trong cun sch Suy ngh v Qun l ca ng : "S khc bit l mt trong nhng hot ng chin lc v chin thut quan trng nht m mi cng ty phi noi theo. Mi th u c th l khc bit, ngay c nhng th thng dng nh xi mng, cao su, la m, tin, v.v Thc ra khng c mt th g l thng dng c cho n khi ngi ta ngh v cho n l thng dng. Mi th u c th l khc bit, v thng l nh vy. Hy ngh n nhng th nh x bng, bia, u t ngn hng, th tn dng, vt liu thp, dch v h tr, gio dc. Khng c l do cho bt c mt cng ty no phi b chn li ch v hng ho ca h l thng dng v ch c th cnh tranh bng gi c m thi. Chng ta thy nhiu cng ty vn bm chc ly nhng g l thng dng v ri nhn chm gi ca h n mc cc thp nhng ri vn b loi ra khi cuc chi." Trong nhng chng ti chng ta s xem qua hng chc cch c th l khc bit v m rng mi trng xem xt n c cc dch v chung

quanh sn phm. Nhng trc ht chng ta cn phi cnh gic vi mt vi iu. C nhng tng thong nhn qua rt hp dn nhng chng him khi c th to thnh s khc bit cho bn.

CHNG 4

NH HNG VO KHCH HNG HAY CHT LNG HIM KHI L NHNG TNG KHC BIT HO
Nu bn sinh sng v lm vic New Jersey, bn s phi la chn mt trong hng trm ngn hng cho tin bc ca bn. Nhng siu ngn hng nh Chase, nhng ngn hng trung bnh nh Commerce hay nhng ngn hng cng ng Qu tit kim Columbia. Khch hng lm cch no c th chn ng ni m h cn gn gi nhng ng tin ca h. Trong cuc chin ny, qua i pht thanh, chng ta nghe thy ging ni ca Bob Cox -tng gim c ca Summit Bank, mt ngn hng tr gi 20 t la. Chng ti lun tm kim nhng phng cch tt hn phc v bn. Khng mt khch hng no li l nh i vi chng ti. Khng mt nhn vin no l qu ln. Chng ti lun c gng t n nhng g hn na. Xin li, nhng tha ng Bob, nhng tng kiu ny khng mang li s khc bit trong th gii cnh tranh. Cc i th ca ng cng c nhng cun sch ging nh ng c v cng i cng mt ng ging nh ng i. i vi nhng khch hng ca Summit Bank, dch v v cht lng hp l l nhng iu nm trong d kin ca h. khng phi l nhng g quyt nh. Ni cch khc, cht lng l iu phi c trong nhng ngy ny, khng phi l mt khc bit. Hiu v yu mn khch hng cng l iu tt yu, khng phi l mt khc bit.

Cuc chin v cht lng

Phi, thp nin 90 chng kin mt cuc chin trn trng trng v cht lng. Cc nh lnh o kinh doanh cn n nhng cng c v k thut o lng cht lng. Mt i qun gm nhng bc thy v nhng nh khoa bng xung ng cng vi sch v nhng cuc bt chin v vic lm sao xc nh, on v bo m c ci sinh vt lun mun trn chy gi l cht lng . Ch trong nm 1993 c ti 422 cun sch c xut bn v ti cht lng ny, ngy nay ch cn li mt na con s . V khch hng ngy nay c th nhn thy chung quanh h nhng cuc ci tin cht lng din ra trong tng ngy mt. Xe cng ngy cng tt hn. Cc thit b cng lc cng bn hn. My tnh ngy mt mnh hn, tin dng hn. V.v Tng bin tp ca cng ty trng cu kin Roper Starch Worldwide gii thch v iu ny nh sau : "Ngy nay mi thng hiu u phi n lc hn vt ln. H cn phi lun i trc p ng kp vi nhu cu ca khch hng. Khch hng vn lun l thng . V iu ny c v kh lng m thay i c trong mt thi gian ngn. Nhu cu ca khch hng khng ngng tng trin cng vi nhng ci tin ca nn kinh t. Cng lc h cng i hi hn."

Ai l ngi chin thng cng vi cht lng

Ai trong chng ta li khng thch th vi nhng sn phm c ci tin tt hn hay mt bo m chc chn khng c sai st ? Cht lng c mang li cho chng ta nhng iu ny hay khng ? Vn cn nhng phin to ngoi kia ang sn sng cho iu ny. Mt thm d ca vin nghin cu Gallup v x hi M i vi vic kim sot Cht lng cho thy ch c 28 % nhng nh iu hnh c phng vn ni rng h t c nhng kt qu r rng t nhng sng kin cht lng ca h. Mt thm d tng t ca b Thng mi v Cng nghip Anh cho thy, cc mu thit k v tin hnh ca cc h thng sn xut tin tin trong 86% cc cng ty c nghin cu khng em li cht ci tin no v cht lng, tnh phong ph hay bn b. V cn t hn na, 43% cc cng ty ny khng h ci thin c cht no v v th cnh tranh tng qut ca h.

Cuc chin v s hi lng ca khch hng

Nu cht lng ch l mt cuc chin th vic tn cng vo khch hng l mt cuc xm chim. Mt nghin cu c n hnh trong Havard Business Review cho rng cc cng ty c th ci tin li nhun t nht l 25% bng cch gim thiu nhng khuyt im v khch hng 5%. Bn thy , hi ci bo ng rung ln khp ni, khp chn. Cc cuc hi tho, sch v cng nh cc nh t vn ni vi chng ta hng ngn cch lo mt, yu, hp tc v da vo ci con ngi c gi l khch hng ny. Chng ta c nghe ni rng khch hng l ngi cng s. Khnh hng l nh iu hnh cao cp. Khch hng l thng . V khch hng l nhng con bm vn hoa, h n vi nhng ni nng nn hng sc v ri ra i n vi nhng ni mi gi hn. (ng thc mc v nhng iu ny m ch nn t hi ti sao ?) Nhng p ng phn hi t khch hng c ngha l nhng mn qu. Mi mt li phn nn u l nhng mn qu vi nhng ai thc s bit v yu thch vic kinh doanh. Cuc Hu Marketing tt nht l gi c khch hng cho c mt i. Hc tp bit cch qun l thi gian ca khch hng. Nhng iu ny hng bn ti mt th gii khng phi v li nhun. Cng vi mt th k tri qua, Kotler v Qun tr Marketing kt lun, "Mt cc thc t, mi cng ty ca hm nay u phi lun sn sng lm hi lng khch hng ca h. 'Chng ta lm tt c nhng g c yu cu' l dip khc hng ngy." ng nhin vn phi c nhng ngoi tr ngay c trong khi nim ny. Cng nh vi cc hng hng khng quc gia, h bay cao cng vi nhng ghi nhn k lc v s lng hnh khch trong nm 1999. D sao th cng khng phi l nhng thi gian bng n v hnh khch. Cc khiu ni cng nh phn nn cng c ghi nhn, phng c cht chi, hnh l h hng, thng tin khng hon ho hay sai lm v nhng s chm tr v.v

Nhng dm bay
Vo nm 1983, American Airlines gii thiu ci khch hng chng trnh Thnh qu A ca h. Lc h cho rng vic nhn thng t cc dm bay v hng hng khng ca h s em li :

1. Tng trng lng trung thnh i vi thng hiu. 2. Ginh ly khch hng t nhng i th ca h. 3. C bit ho American khi United v nhng hng hng khng khc.& Chng trnh Thnh qu A c th khoe khoang vi 29 triu thnh vin trn khp th gii vo lc . Nhng iu m cc nh qun l khng theo kp l s p tr ca cc i th vi cng mt loi hnh. v h cng hng th hu b chng trnh cng b. Ngy nay, mi hng hng khng u c chng trnh ghi nhn cc dm bay ca ring h. Aloha Airlines vichng trnh Aloha, Thai Airwways vi chng trnh Vng Lan v.v Cc hng hng khng d kin nhng vic ny l bn v ch khng phi l cho khng nhng v hng khng ca h. Bt hnh htya, cc chng trnh bay thng xuyn c d kin l mt m vng ca dch v khch hng li em n nhng tc ng khng mong mun : Gim bt nhu cu mua mt s tuyn bay. Gim thiu s lng v mt s tuyn du lch thng dng. (nh Hawaii) Lm phin lng nhng khch hng khng th ghi nhn s dm bay ca h.& Leonard Berry, gio vin v marketing v gim c chng trnh nghin cu bn l ca i hc Texas A&M, gng go kt lun v vic ny : "iu m h khng tnh n l khc bit ho nhng tuyn bay ti tr cho nhng khch hng bay thng xuyn s nh hng n gi thnh v li nhun. Khi nim khch du hnh thng xuyn da trn li ch ca nhng khch hng bay nhiu l mt khi nim qu d bt chc."

Thu triu ang ln

Khch hng cng i hi hn, cng khn ngoan hn th cc cp marketing li cng phi tng thm. Ngy nay n c mt tim bnh vng a phng cng c chng trnh ngi mua thng xuyn ca n. (Na t bnh vng m ? Ti s ng du ln cc ca bn.) Mt a CD khng c ting, mua t mt a ch trn mng khng c ting cng c bo m s nhn li tin nu khng nh . (V h t ho vi iu ny.) C ng lc ny l tuyt vi lm mt khch hng hay khng ? Nu khch hng d kin t bn qu nhiu v t lm gim gi tr nhng dch v m bn ang cung cp, iu ny khng a bn n bc ng cng. Chng ch gi bn li vi cuc chi. Bn hy nh, mi i th ca bn lun c gng chng t tnh yu ca h vi khch hng ca bn, qu th.

Thn thoi
Vic c ghi nhn cao ti cc c quan o lng cht lng hay thm ch ginh c gii thng v cht lng t nhng s o lng ny cng khng bo m cho bn s thnh cng. Nhng ngi ginh c cc gii thng loi ny vn phi chng kin nhng gi tr c phiu ca h bp bnh, pht trin sn phm chm tr v tn hng ng tin vo nhng cng cuc kinh doanh mi. Thn thoi marketing ca nhng nm 90 l y, "phc v khch hng" l tn cu tr chi mi ny. C rt nhiu nhng nh marketing vn ang sng trong th gii ca mng tng. H tin tng vo mt gic m v mt th trng trinh nguyn. l mt nim tin v vic marketing ch l mt cuc chi tay i bao gm ch c cng ty ca h v ngi tiu dng. Trong gic m ny, mt cng ty pht trin mt sn phm hay mt dch v c thit k ra hp dn cc nhu cu ca ngi tiu dng v ri s dng marketing gt hi nhng thnh qu t . Nhng khn thay, y hon ton khng c nhng th trng c coi l trinh nguyn. C mt thc t marketing l, mt th trng hm cha nhng ngi tiu dng c nm gi mt cch mnh m hay yu km ang c nm gi bi v s i th trc tip cng nh gin tip. V vy, mt chin dch marketing phi bao gm c vic gn gi ly khch hng cng nh phi cng lc li ko khch hng ca cc i th cnh tranh ca bn. l vic m ch c s khc bit mi c th lm cho bn. Khng phi ch l vic hiu bit v khch hng. l v vic lm sao khch hng bit v bn.

S hi lng chng li s rng buc

Cn phi nh l : lm hi lng khch hng khng phi l rng buc khch hng. Cc nghin cu t Vin Cht lng Quc t cho thy : Hn bn mi phn trm nhng khch hng cho bit l hi lng thay i nh cung cp ca h khng cht ngi ngn. (qu nhiu chn la, qu t thi gian.) Tm mi chn phn trm nhng ngi ang s hu mt chic xe ca mt hng sn xut no u ni l h hon ton hi lng vi chic xe ca h v su mi by phn trm c nh s mua mt chic xe khc cng nhn hiu.

Nhng, khng c ti hai mi phn trm lm nh ni.& Tt c nhng con ngi ng yu c gi l khch hng ny m bn bn rn yu chiu, h c th phn bi bn bt c lc no cho d bn c gng n bao nhiu. Hay xxem th nhng g xy ra cho Nordstrom, ng vua ca ngnh dch v. Vo ngy 19 thng t, 1999, mt mc bo trn t Business Week vi ta "Dch v tuyt vi cha phi l ". Mc bo ni v nhng g l mi lc tut dc, li nhun ng bun hay l c phn mt gi. Mc bo cho l kt qu t vic m rng qu ng ca Nordstrom. Nhng ng William E. Nordstrom li cho rng : "Chng ti khng theo kp vi nhng nhu cu i thay ca khch hng." ng Bill , ng b phn bi.

Michael Porter vo cuc

ng ta c th l mt gio s danh ting ca trng kinh doanh Havard ca mi thi, ng c bit bao nhiu iu ni v s l khc bit trong nhiu nm qua.

Trong mt tuyn tp cc tham lun c n hnh gn y ca ng mang tn "V s Cnh tranh", Michael Porter cui cng t cht lng v nim am m khch hng tr li ng v tr ca chng. ng ta lm iu bng cch vch ra mt ng phn bit gia hiu qu hot ng v v th chin lc. Hiu qu hot ng ch c ngha n gin l trnh din cng mt hot ng tt hn l i th ca mnh trnh din. iu ny c th l mt ngun ca nhng thnh qu cnh tranh ngn hn, nhng trong cuc ua ng di n l hon ton v ngha. Khi cc cng ty ua tranh vi nhau t khng nh, Porter nhn xt, h li cng tr thnh ging vi nhau hn. Thay v vy, ng ni, cc cng ty cn phi v th ho chnh h li mt cch khc bit hn vi c i th. iu ny c ngha l tm ra mt im khc bit c o v y ngha trong ngnh ngh ca h. "Hiu qu hot ng c ngha l cc bn chy trong cng mt cuc ua nhanh hn, nhng v th chin lc c ngha l bn chn vic chy trong mt cuc ua khc bt v l mt cuc ua m bn chn d t mnh chin thng" Gio s Porter nhn thy vn .

iu c th xy ra
Ngay t u ca chng ny, chng ta ni rng vic nh hng vo khch hng v cht lng him khi l mt cch t l khc bit. Midwest Express Airlines l mt trong nhng trng hp him hoi . H l mt hng hng khng khu vc cc k thnh cng thc s to c vic nh hng vo khch hng v dch v l s khc bit ca h. H c c ph min ph v bo ch cc loi phi trng. Tht nng v tm cho ba ti. Ngi thc hin dch v thn mt. Ch ngi lun thoi mi.V trn tt c, tt c nhng iu trn ch yu l dnh cho nhng ch ngi bnh dn. H ch trng vo nhng ngi i li thng xuyn theo on th l chnh.

iu n ra sao
Ch yu l v li nhun, cc hng hng khng ln ngy nay ch lo lng phc v cho nhng ch ngi hng nht l chnh. Chnh v c th phc v tt hn na cho nhm thiu s ny, ngnh cng nghip hng khng c gng li ko nhng hnh khch cc hng khc bng mi cch v lm cho nhng ch ngi trn chuyn bay ca h tr thnh cht chi, bt tin. Bt k nhng iu ny, h vn nng chi ph ca nhng ch ngi cn bn ny ln n ht mc c th. Tt c nhng cch tnh ton trn lm phin lng cho gii hnh khch bnh dn, v kt qu l nhng ngi ny bng t ng ri vo ci by tnh ca Midwest vi nhng chuyn bay trc tip ca h. Vy bi hc v dch v nh l mt yu t khc bit trong cu chuyn ny l : Qu tht bn c th p dng chin lc ny. Nhng ch khi m cc i th ca bn kh kho yn cho bn thc hin iu ny.

CHNG 5

SNG TO KHNG PHI L MT TNG L KHC BIT

Trong cun "tnh sng to trong marketing", Rosser Reeves cc lc ch trch nhng g m ng coi nh nhng qung co tm thng v khng hiu qu. Nhng khi nim kiu nh "giu hng caramel tht", "V tt nht tng c" hay "m i cc k" lm cho nhng cu ch ca ng y gin d . Tuy khng t n nhng tiu chun bn hng ca Reeves nhng t nht chng cng l mt c gng bn. Thin h s p ng vi cc qung co ngy nay ra sao y nu chng khng c cng bn mt ci g . Hy xem th mt s khi nim ang lp y cc tp ch hin nay : "Bt u mt ci g." "Thc tm cho n." "Thay i th gii vi s quan tm" "Cc bn iu khin chng ti." "M rng mi kh nng." ==Ci by ca s sng to S bc n c th ch bi nhng g m m. V s nhng qung co ngy nay qu sng to hay trnh din n mc kh lng m ni r v ci m h mun qung co. Hy xem th mt qung co nguyn trang ca J.P. Morgan, mt trong nhng cng ty ti chnh hng u th gii. Qung co ny khng c cu ch , ch c hnh mt mt ngi ang nhn ra t trang bo v mt vn bn vit : "Ti cha bao gi c sp xp tt hn khi t c ci tt nht. Ti khng cn cht ham thch no khi hi lng. Ti khng bao gi nghe sai khi thu hiu. Ti lm nn lng nhng ngi nghi ngi. Ti l kh khn khi cn thit. Ti l d dng khi i mt vi s hon ho. Ti lm vic cho J.P. Morgan."

iu g lm cho J.P. Morgan khc bit

l nhng suy ngh p. mt vn bn p. Nhng J.P. Morgan ang c thuyt phc nhng c gi ca tp ch Fortune v ci g ? Rng h l mt cng ty n hnh nhng thng ip n tng ca nhn vin ca h ? Rng nhn vin ca h c gng nhiu hn ? Khng u. Hn na chng ta khng bao gi tin tng giao ph tin bc ca chng ta cho bt c mt nhn vin xa l no c, chng ta ch giao ta sn ca chng ta cho mt cng ty tm c v thnh cng. Ci lm cho J.P. Morgan khc bit khng l g ngoi mt s m m, khng r rng. l vic h tha hng mt gia ti 150 nm phc v cho nhng t chc, nhng chnh quyn quan trng v nhng gia nh giu c. J.P. Morgan phc v cho nhng cng ty nh General Eletric, AT&T trong nhng ngy non tr ca h. H cung cp tin cho Php v Anh trong hai cuc chin tranh th gii. H cho Mhico cng nh Lin bang Nga mn nhng s tin hng t la. Ci m l ra h nn ni n l nhng kh nng chuyn bit ca h trong gia ti 150 nm ca h, nh ng J.P. Morgan bt u : "To ra s thnh vng trong sut 150 nm." V l m cc khch hng li khng mun mt ci g tng to ra s thnh vng trong sut mt thi gian di.

Cuc tranh lun trong ngnh

S m m ny tr nn t hi khi Advertising Age ni n mt thc t l mt s nhng nh iu hnh cao cp ca cc cng ty nhn c th t nhng ch c phn ca cng ty mnh phn nn v vic tnh cng bng ca cc ch c phiu b coi thng khi cc qung co khng c gng thc y ngi xem mua hng ho ca cng ty. Tng bin tp Rance Crain ca t Advertising Age ang trong mt cuc chin chng li nhng qung co khng hiu qu v m m c np bng di chiu bi sng to. Quan im ca ng, mt quan im tt, l chnh v nhu cu ca cc nh iu hnh cao cp v nhng qung co gi thnh thp l l do to ra nhng qung co trn. Trc y cc nh iu hnh cao cp thng cho rng ngn qu qung co ca h lng ph n 50%. V by gi, vi chi ph gim i mt na h cho l khng cn b lng ph na. (!) Khng c g ng ngc nhin khi mt nghin cu c thc hin bi Lin on Qung co M cho thy s h tr t qung co l mt cng c gip cho cc cng ty pht trin. Khi cc nh iu hnh c hi h c hi lng vi nhng n lc qung co ca cng ty ca h hay khng, ch c 6,8% cho rng h hon ton hi lng.

Cuc chng tr ca "Sng to"

iu y ngnh cng nghip qung co n bn b vc l nim tin ca nhiu ngi cho rng qung co mt i tnh hiu qu ca n trong mt thi i ca hoi nghi v truyn thng qu . Nhng ngi bin h cho cc qung co ngh thut ch ra mt thi ca nhng nm 60 khi m qung co to nn nhng thay i to ln. l mt thi m yu t ca "tnh tng t" ang tr nn quan trng. Trc thi gian , bn ni vi mt s ngi l dc liu ny c th lm gim au u v dc liu nhanh chng t c kt qu. l thc t v bn hng. Quan im ca h l nu mt mn hng qu kh bn, thng ip qung co khng ch khng c a chung m cn s b lng qun. l l do m h lm ra nhng qung co y cm tnh -loi qung co to ra mt quan h vi ngi tiu dng. Shelly Lazarus, b ch tch Hip hi cc nh Qung co M ni vi cc ng s ca b trong bui hp hng nm ln th tm mi mt vo nm 1999. B thc y cc thnh vin ca b cho n ci iu khng th d on v khng theo truyn thng - i mt trc tip vi s cnh tranh t nhng ngi tng t nh nhng nh t vn qun tr, nhng ngi ln lt vai tr ca cc cng ty qung co truyn thng trong truyn thng marketing. "i khi nhng ngi bn t vn qun tr ca chng ta dng nh b h nhc v nhng g phi lun l v phi thc t. Cc bn c nhn thy iu ny khng ?" B Lazarus ni nh vy. phn bit, b ni thm : "Chng ta lao vo lnh vc ny bi v nhng ngi tiu dng thng l phi lun l v phi thc t, h b tc ng bi nhng gi tr cm tnh lun thay i v thng vt qu ranh gii thc t."

Bng ma ca Bill Bernbach

Nu bn mun thch thc vi suy ngh ny, nhiu ngi s nhc nh bn vi bng ma ca Bill Bernbach, mt nh qung co lng danh khi xng c th ni l mt cuc cch mng qung co trong nhng nm su mi. H s ch ra nhng vic lm ca ng ny nh l mt khi u ca cuc cch mng sng to. Bt hnh thay, nh vi phn ln cc cuc cch

mng, cuc cch mng ri cng tn li i v tr thnh sai lm cng vi nm thng. Nhng n lc ca Bill Bernbach cng nh ca Rosser Reeves thc ra khng h tch bit. Ch c phong cch ca h l khc nhau. Bernbach tm ra nhng tng bn hng mnh m v ri n gi trnh by chng bng mt ngn ng i thng v khng lm cho sn phm tr thnh qu xa l. ng ch n gin gii thiu thm tnh thc t vo qung co.

S khc bit sng to

Ngy nay nu bn nhn vo nhng qung co ca Bernbach, bn s tm thy l nhng chin lc r rng c trnh by n gin v ht sc thc t. "Ngh nh" cho Volkwagen l mt cch tuyt vi c bit ho con "b cnh cng" ra khi nhng th khc nng n v ho nhong m Detroit em li cho cng chng. "Bi chng ti ch l s hai, chng ti n lc hn" cho Avis l mt cch trung thc khc bit ho Avis khi Hertz v nhng cng ty cho mn xe khc. "Bn khng cn phi l ngi Do Thi c th thch th vi bnh m bt rye ca Do Thi." Mt cch v th ho thng thn rng bnh m rye l bnh m tuyt vi cho mi ngi. Phi, lc ny l mt thi i m qung co khng cn t hiu qu nh n tng trc kia. Phi, lc ny l mt thi i c qua nhiu sn phm phi chia vi nhau cng mt loi khch hng. Nhng nu Bernbach vn cn trong cng cuc kinh doanh ca ng, ng s vit ra nhng qung co m p, nhn bn v trn ht c vi mt chin lc ng v ph hp.

Bng ma ca Joe Green

Mt tng m bn nghe c v ph hp vi ngy nay l dng cm xc l khc bit. Ht chng trnh ny n chng trnh khc vi nhng cnh quay y cm xc v nhng ngi ang hn nhau, yu thng nhau, nhng ngi thc s l ngi. Cc sn phm ch ng vai tr ph trong nhng cnh y con ngi ny. Nu bn thc mc v cch tip cn ny, nhiu ngi s ch ra cho bn mt qung co ni ting ca Cocacola vi cu th khng l Joe Greene ang cng ung mt lon Coke vi mt cu b by tui. l mt qung co nhm thng n tri tim v c nhiu ngi yu thch. Bt hnh thay, Cocacola khng h bn c bao nhiu nc ngt vi nhng khung hnh tuyt vi . (Trong cng thi gian , Pepsi vi tng khc bit ho "S la chn ca th h mi" to c thnh qu ln lao.) Nhng ch l mt thc t chng qua ca nhng ngi yu thch cm xc trong kinh doanh. Hy ghi nhn iu ny, nhng trn mt cn bn khoa hc ch khng trn mt cn bn xc cm.

Cm xc v chn la
c th rch ri, ng ng v cuc tranh lun ny, chng cn n vi th gii ca phn tm hc xc nh xem cm xc v l tr c hnh dung ra sao trong kh nng chn la ca chng ta. Qu l phc tp c th tr li cu hi ti sao con ngi li l loi sinh vt xc cm nht trong mi loi sinh vt trn tri t ny. Richard v Bernice Lazarus, hai ging vin v phn tm hc ti i hc California ni n v s thn thoi v cm xc trong cun sch mang tn "am m v l tr" ca hai ngi. Cun sch ni rng cm xc l phi l tr v khng da vo suy ngh cng nh l lun. Quan im ca h l : Cm xc v thng minh ng hnh vi nhau. (Qu cho b Shelly Lazarus) H cn ni n mt im quan trng khc na l cm xc lun da chc vo l tr. Quan im ca h l cm xc pht xut t mt s nh gi mang ngha c nhn. Khng c ngha, khng c s nh gi -khng c cm xc. iu ny c ngha l nu mt qung co ch trnh by c cm xc m b qua mt l do mua, cm xc khng ch l lng ph tin qung co. N thiu s nh gi trong qung co . (Qu cho Joe Greene) Mt nh tm l khc, tin s Carol Moog, ni r : "Hnh vi cm xc n thun, ni chung ch xy ra vi nhng tr nh hay nhng ngi ln m nhn thc b h hng. Nhng thuc tnh c suy xt mt cch l tnh hay c nh gi mt cch thc t, d mc no, cng gp phn trong mi chn la, mi im ca s khc bit bt k n nhng th nh cm xc, lng trung thnh hay nhng thc th kch ng ca sn phm." Ni cch khc chng ta cn phi m n cho con ngi mt l do mua sn phm ca chng ta.

Sergio nhp cuc

Sergio Zyman, mt bc thy marketing ca Cocacola trc y, nay l mt nh t vn t do cho nhng cng ty ang cn tm ra cho mnh mt chin lc lc kinh doanh. Tht l bt ng khi ng ta bng nhin li tr thnh ging ch chng ta. ng ni, cc chng trnh marketing ca cc cng ty nn quan tm n vic lm sao bn c sn phm hn l n nhng ting knh coong khng li ch hay nhng g ho nhong v tc dng. Vi nhng ai cha c bit bao nhiu v nhng thnh qu ng n ca ngi n ng ny, xin cho cc bn bit ng ta l ngi xy dng cc chng trnh marketing danh ting nh New Coke hay ci m chng ta gi l Edsel Atlanta. ng ta c mt khi tng khc bit tuyt vi ca Coke, "th tht" (the real thing), b loi b v mt s cc cu ch v ngha khc. ng ta cng d phn khi Coke ri b Holliwood c c nhng qung co sng to tuyt vi nhng khng bn hng khi t nht l bn chp nhn rng gu bc cc cng ung Coke l mt tng khc bit ho. (Loi cola m gu bc cc a thch) Sergio Zyman ni rng "qung co c d kin trao i nhng tin ch v nhng khc bit ca mt thng hiu." (Attaboy, Sergio) V marketing l "mt mn hc, mt khoa hc v th ho sn phm ca bn trong ngha tng quan vi cc i th ca bn." T nhng tng ny, ng ni l cc cng ty qung co "i bn rao ci tng l qung co l mt ngh thut trong khi qung co khng phi l nh vy." (vy sao ng mua mua hng l nhng tng ngh thut nh vy cho Coke) Chng ta cm thy hnh phc khi nhn nhn rng Zyman c mt na cuc i sau hon ton thay i. ng bun l nhng suy ngh ny khng n sm hn vi ng, trong na cuc i trc, ng c th tit kim hng ng tin bc cho Coke.

Thng tin, khng phi l qung co

Trong khi lc ny Zyman nhn ra iu , rt nhiu ngi trong lnh vc qung co vn khng chu hiu rng cng vic ca h l gii thiu nhng thng tin quan trng v sn phm v mt l do l ti sao m ngi ta nn mua chng. Nhng thng tin ny nn c nhn ng qu ging vi mt qung co.

u c ca chng ta b gii hn mc bao nhiu thng tin m n c th thu nhn v lu tr. (s ni n nhiu hn v vic ny chng 9) Mt cch vt qua ci gii hn t nhin trong vic thu nhn v lu tr thng tin mi ny ca tr c l lm vic ct lc gii thiu thng ip ca bn nh mt th g mi v quan trng. C qu nhiu qung co c gng l trnh din, l khn ngoan. Trong khi n lc t c nhng iu ny h li thng b qua ci yu t mi trong ct truyn qung co ca h. Nhng nghin cu thm d ca Starch c th dn chng rng cc cu ch c cha ng yu t mi u hp dn ngi c tt hn l nhng cu ch thiu yu t . Bt hnh thay, hu ht nhng ngi sng to u nhn hng suy ngh ny nh nhng th g c k. Nu thin h ngh rng bn c mt thng ip quan trng truyn t, h s m lng, m tr ra v kin nhn m lng nghe nhng g m bn ni. Trong nhng chng ti, chng ti s v ra nhiu cch thc khc nhau m bn c th dng khc bit ho sn phm ca bn hay cng ty ca bn.. Trong mi mt trng hp, phng thc c gii thiu trnh by nhng yu t mi trong mt sn phm. Cho d n c gii thiu mt thuc tnh, mt thut lnh o, mt iu tha hng, mt iu c a chung hay mt hnh thc tip cn n lc v tht no khc th tt c cng gii thiu nhng thng tin quan trng s h tr bn trong vic gii quyt vn ca s chn la. Ci by y l khng nn chn vi nhng thng tin ny trong ci m ngi ta cho l tnh sng to.

CHNG 6

GI HIM KHI L MT TNG KHC BIT

Gi thng l k th ca s khc bit ho. Theo nh ngha, l khc bit nn c mt gi tr no . l l do phi tr thm mt cht - hay t nht l cng bng - c c mt sn phm hay mt dch v ny thay v mt sn phm hay mt dch v khc. Nhng mt khi gi tr thnh im trng tm ca mt thng ip hay cc hot ng marketing ca mt cng ty, bn ang chn vi nhng c may c th c nhn bit nh l c bit. Vic ca bn ang l lm cho gi tr thnh l do chnh chn ly sn phm, dch v ca bn thay v ca cc i th cnh tranh. l mt cch kinh doanh khng h lnh mnh noi theo. Rt t cng ty c hi lng vi phng cch tip cn ny ch v mt l do n gin, mi i th ca h u c sn mt cy vit ch trong tay v h c th dng n iu chnh gi ca h li bt c khi no m h mun. V chnh l thnh qu m bn thng t c nu p dng phng cch tip cn gi ny. Nh Michael Porter ni, ct gim gi thnh thng l mt vic lm in r mt khi cc i th cng c th lm y nh bn.

Trng hp ca nhng c c rt r hn
h tr cho kin ca Porter, xin k cho cc bn nghe v trng hp ca mt cng ty ang thnh lp vi mt h thng ng gi c bit cho cc c c rt nh. Chnh nh h thng ng gi ny m h c th c c gi thnh thp hn nhiu v c th cnh tranh ginh th phn vi hai cng ty cung cp ln c sn trn th trng. c dc ch ng trn cc k hng, h khng thm nhp th trng vi cc c c rt cht lng hn m vi gi c r hn. Vic ny buc hai cng ty ln kia phi h gi theo v iu ny ch thc y cng ty mi n h gi thp hn na. Mt ln na, hai cng ty ln kia li tip tc h gi. Khi mt thnh vin t ra cu hi, iu g s xy ra vi chin lc cnh tranh gi kiu ny. Ban qun tr d on rng hai cng ty ln kia s khng th tip tc h gi v iu l bt hp l, h s l v cng ngh ng gi c l ca h. Thnh vin ny gi cho chng ti v hi v d on ny. Chng ti cho ng ta bit vic h gi tip tc cnh tranh i vi hai cng ty ln kia l hon ton hp l. Ti sao hai cng ty ln ang chim lnh th trng li c th yn cho mt cng ty mi nhng thun li ginh ly th phn ? Vo ln hp tip theo, hi ng qun tr ca cng ty mi ny ng lng bn li cng ngh ng gi mi cho mt trong hai cng ty ln kia vi mt s li ng hi lng. Mi ngi trong cuc u hi lng v mt ln na, mt chin lc cnh tranh gi li chng t s khng hiu qu ca n.

Xy dng mt li th gi
Chng ti khng ni l xem mt chin lc gi nh mt yu t khc bit ho l khng th, n ch kh m thi. Hng hng khng Southwest tng s dng gi thp lm mt yu t khc bit ho. Nhng h lm iu ny bng cch, nh li ca iu hnh trng Herb Kelleher "l khc bit". Bng cch ch s dng mt loi my bay duy nht h gim c chi ph hun luyn v bo dng. Bng cch khng cung cp cc loi gh ngi tin tin, h loi b c chi ph cho h thng d phng t gi. Khng phc v ba n, h loi b c chi ph v thi gian. Dng cc sn bay nh v r tin hn thay v cc sn bay khng l t gi, h ct gim c chi ph. Bng cch l khc bit, Southwest to thnh mt h thng gi r nht trn tng dm bay hn bt c mt hng hng khng no khc. trnh khng b coi l nhng chic xe bay, h lm vic ht mnh lm cho cc chuyn bay ca h vui th hn. (Din nhng mn hi kch ng trong chuyn bay.) Southwest t khc bit ho nh mt hng hng khng gi r. V h tr thnh ln khng th b loi b khi cuc chi bi cc hng hng khng ln hn. Nhiu hng hng khng khc lm theo cch ca Southwest, v phn ln tht bi.

Thnh cng ca Wal-Mart

Mt ai c th cho rng chin lc gi thp hng ngy l hiu qu cho h thng siu th Wal-Mart trong ngnh kinh doanh tp phm. Cng nh Southwest, h c kh nng lm cho gi thp tr nn mt tng khc bit ho y ngha. Nhng hy xt xem h lm th no t thnh qu . Trc ht, h bt u nhng n lc ca h nhng thnh ph nh, ni m h ch phi cnh tranh vi cc tim tp ho nh trong vng. p lc cnh tranh l ht sc nh b. Sau h mi bt u xy dng cng ngh ca h cng lc vi vic khai trng cc ca hng mi. V khi bt u ln mnh h mi thm n lc cung cp vo kho v kh ca h. V khi bc vo nhng khu vc kh khn c mt nhng siu th ln nh KMart, Target hay Costco h mi dng n cu trc li kh gi thp ca h.

Cch tip cn ca Dell

Hng vi tnh Dell dng gi nh mt v kh ginh ly phn bnh c th trong th trng my vi tnh. Vi hn 18 t la doanh thu, h ang cnh tranh vi Compaq v tr dn u trong th trng hin nay. Cch tip cn duy nht ca h l b qua ngi bn l cung cp thng cho ngi tiu dng vi mt gi thp hn. H tn cng Compaq v IBM vi nhng qung co so snh bng hnh ca hai loi my tnh cnh nhau. Dell vi dng ch "Gi ca s sang trng" v gi dn trn mn hnh l 3.899 la, bn cnh l mt my Compaq vi dng ch "Gi ca mt trng" vi gi dn trn mn hnh l 7.699 la. Compaq m n kin v vic ny nhng khng th loi b c h thng phn phi qu tn ph ca mnh. V kt qu l th phn ca Dell cng ngy cng ln. Ma mai thay, trong khi gi l v kh cnh tranh chnh ca h, cng cuc kinh doanh ca Dell ngy nay thay i rt ln. H khng cn da vo nhng qung co so snh sn phm v gi na. Ngy nay vic kinh doanh ca Dell da vo nhng mi quan h vi t chc ln t hng qua cc i din c ch nh ca Dell v qua thng mi in t.

Cch tip cn ca Charles Schwab

Cng vy vi Charles Schwab, cng ty mi gii c gim gi u tin trong th trng. Chnh phng cch tip cn gi ca h m li vo th trng cho h trc nhng cng ty mi gii trn gi c sn. Nhng chnh iu ny cng m li cho c mt i qun mi gii c gim gi khc bc vo th trng v nhanh chng c tip bc bng mt i qun nhng nh mi gii gi r xut hin. Cng ging nh Dell, Charles Schwab cng tin n mt vng kinh doanh cao hn vi v s nhng dch v km theo. Trong khi h vn lun l mt

nh mi gii c gim gi nu bn ch nhn h trn cc qung co nhng cng lc h li cng ging vi Merrill Lynch (nh mi gii dch v trn gi hng u) cn hn l chnh Merrill Lynch na. Thc t t Dell v Charles Schwab cho thy, bn c th bt u bng gi nhng nu khng c mt li th trong cung cch hot ng bn s khng th t c ch ng cn c. Bn phi lun chuyn ng i ln trong tng bc kinh doanh mt.

i vng qua gi
Nhng ngi dn u th trng lun b tn cng bng gi. iu ny xy ra nh mt quy lut t nhin. Vy bn phi lm g ? Bn c th no thch ng vi tt c nhng hot ng c tin hnh chng li bn ? C nhng phng cch i vng qua mt cuc tn cng gi c. 1. C ci g c bit. Ngi dn u th trng c th n vi cc khch hng ln ca mnh vi mt cung cp c bit. Nike cung cp cho Foot Locker i giy chy Tuned Air gi 130 m h c bit lm dnh cho nhng nh bn l ln. Mi chuyn hon ton tt p. Foot Locker t hanhgf hn mt triu i v d kin s bn ra vi tng doanh thu hai trm triu la. Tng t nh h lm c vi i giy Air Jordan. 2. To ra s ln ln. Trong mt vi ngnh cng nghip, vic nh gi l ht sc phc tp. Nh trong trng hp t l gi cc in thoi. Vi nm trc y, MCI tung ra chng trnh gim gi Bn hu & Gia nh. Chng trnh ny gim gi cho mi cuc in thoi ca bn n vi mt s thn hu v gia nh cng nh ngc li. Tt c nhng g bn phi lm ch l ng k tn v s in thoi ca nhng ngi vo danh sch. Trong mt thi gian, AT&T khng lm g i ph vi chng trnh gim gi ny. Nhng dn d ri th phn ca MCI tng trng mt cch ng lo ngi. AT&T bt buc phi thot ra khi gic ng ca mnh v tung ra "bi ton MCI". Chng trnh qung co gy hn ny cho thy t l gim gi 20% ca MCI qua mt vi tnh ton khc na ch cn li thc s l 6% v tnh n tng xu mt trn mi cuc in thoi. Trong khi cuc tranh ci n ra, tt c nhng g thc s xy ra l th trng bt u ln ln gia nhng g thc s c gim gi v nhng g thc s khng. Nhng chng trnh gim gi khc ca Sprint v cc nh cung cp in thoi mi khc cng lm tng thm s h nghi v ln ln ny. Ai s thng trong khi th trng b m m nh vy ? Bn c th on c kt qu : ngi dn u. Ngi ta s hnh dung trong u, "Ti sao phi phin phc ? Hy c yn vi AT&T." 3. Gy ra tranh lun. Mt chin lc tt khc trong cuc chin gi c l gii thiu mt khi nim v tng chi ph so vi chi ph ban u. Trong mt s chng loi hng ho, chi ph pht sinh thm sau khi mua mt sn phm l c tht. Nu sn phm ca bn c th c s dng bn b sau khi mua, bn c th to ra mt cuc tranh lun v gi tr lu di. Bin tu chnh ca cuc i chi ny chnh l tnh lu di. L mt sn phm t gi, nh l Mercedes chng hn, c th c mt gi bn cao nhng dng c lu bn hn nhng loi xe bnh thng khc. y l mt chin lc tt gip ngi tiu dng thot khi nhng c sc v gi. Chin lc tng t c th p dng bn nhng loi ging ng t tin nh Duxiana c gi n 3.000 hay hn na. tng chnh l, bn dng n ging nhiu hn l chic xe t tin ca bn. Trn thc t chng ta dng n 40% thi gian sng ca chng ta trn ging ng. Vy ti sao li tn tin vi vic ny ?

i li v cc hot ng h tr qung co (Promotion)

Cui cng, nhng hot ng h tr cho gi c lm c g hn cho mt thng hiu ? Nhng nghin cu thm d trn th gii cho thy mi lc li bnh thng tr li nh trc khi c cuc hot ng h tr gi ngn hn. Cuc hot ng h tr ch hin hu trong khi n tn ti. iu ny oc d on t lu nhng ch mi y n mi c thc s thc nghim mt cch c h thng. Nim hy vng ca cc ban iu hnh chng trnh hot ng h tr l chng s c c nhng tc ng sau , t nht l cho cc trng hp ca h. iu ny by gi c bit l chng khng nh vy. Ti sao ? Mt sn phm c km theo cc hot ng h tr nh khuyn mi chng hn ch c mua bi nhng khch hng lu di thng hiu . Cc bng chng cho thy ngi ta him khi mua mt thng hiu khng quen thuc ch v mt cuc gim gi d l di bt c hnh thc no. H ch n gin mua v khng phi chi ph nhiu nh l h thng phi tr khi mt thng hiu quen thuc c cuc bn gim gi ngn hn. l l do ti sao m khng c c nhng nh hng sau trn mi lc. Cc thng hiu c hot ng h tr gi khng th trng mong vo cc khch hng mi, nhng ngi mua sn phm ln u tin trong t hot ng h tr, bi hu nh khng c nhng khch hng mi nh vy. iu ng ni hn, mt cuc hot ng h tr ngn hn tng t ch t n mt t khch hng sn c ca thng hiu , khong 10 n 20%. V cc hot ng h tr ny l ht sc tn ph v cn nh hng n sn xut v h thng cung cp, phn phi.

Khng c nhng tc ng di hn
Cc hot ng h tr dng nh khng li cht ghi nhn no. ("Thng hiu no c cuc gim gi 20% cch y 6 thng ?") Ngi tiu dng dng nh chp nhn rng gi c i lc c ct gim (ngay c i vi mt chic BMW hay mt ch ngi ngoi hng trn my bay). Cc cuc hot ng h tr ln by gi vn xy ra ngay c khi ban iu hnh tm mi cch chn li vic bn gim gi t cc ngi bn hng ca h. ( l cch duy nht chng ti c th c nh c gi bn, tha qu ng.) T thn cc ban iu hnh marketing ngy nay cng ct gim gi v ngay c cn t ho v vic ny. D sao th cc cuc hot ng h tr cng ch n kt qu thua l, vy m cng lc li cng c nhiu thm cc hot ng ny. Cuc hot ng h tr cng ln, thua l cng ln. Vy ti sao li c qu nhiu ngi b tin vo cc hot ng ny ? Cc nh iu hnh cao cp vn mun ct gim chi ph ca cc hot ng h tr ny nhng h thng khng bit phi lm sao. Ngoi tr khi c mt nh iu hnh v danh dm ni, "Tt c nhng g cn thit l phi can trng."

Nhng hp dn ca cc hot ng h tr
Chc chn l c mt s vic m cc hot ng h tr ngn hn hon ton c th hon tt. Sau y l danh sch ca mt s thnh qu thng thng vn c bit n : Dn sch kho ( cho sn phm i). H tr mc tiu mi lc ( gi thnh). Chn ng vic mt khng gian by hng (cho n khi c hot ng mi). Ginh thm khng gian by hng (ngn hn). Tho mn mc tiu thng mi (ngn hn). theo kp s cnh tranh (h va mi lm tun ri). C mt ci g lm (thay v phi tm n hng qung co).

David Ogilvy vi gi
David Ogilvy, mt huyn thoi bn cnh nhng ngi tng t nh Rosser Reeves hay Bill Bernbach, c mt vi li ni v vic tho thun v

gi c. Nhng li ni l hon ton ng nhc li : Bt c mt tay khng no cng c th tho hip, nhng cn phi l mt thin ti, vi lng trung thc v kin tr mi c th to nn mt thng hiu. Nhng tng thng ti chnh khng n t nhng ng tin ginh c t th phn m n t cch m h lm. Khi Philip Morris mua General Foods vi gi nm t la l h mua nhng thng hiu ch khng phi nhng th phn. Trc y c mt thng hiu c ph ni ting tn l Chase & Sandborn. Ri h bt u tho hip. H tr thnh nghin vi vic bn hng gim gi. V ngy hm nay Chase & Sandborn u ri ? cht hn hon ton. Nhng doanh nghip dng qung co xy dng mt hnh nh ha hn, mt tnh cch mnh v r cho thng hiu ca h, l nhng ngi s ginh c phn chia ln nht ca th trng vi li nhun tt nht. n lc phi ging ln mt hi chung bo ng cnh bo v nhng g s xy ra cho mt thng hiu mt khi h tiu ph qu nhiu vo vic tho hip vi th trng n mc khng cn g dnh cho qung co. Cc cuc tho hip vi th trng khng dng xy c kiu hnh nh khng th tn ph, iu duy nht c th lm cho thng hiu tr thnh mt phn ca sn phm trong i sng ngi M. (Tho hip vi th trng = Hot ng h tr qung co v khuyn mi) Nh bn c th t nhn xt, David Ogilvy cng tin tng vo vic l khc bit.

Mt gi thp Siberia
iu ny c th gy sc cho bn, nhng Coke v Pepsi thc s b bm dp v mt cng ty nc ngt a phng tn Crazy Cola Krasnoyark, Nga. AC Nielsen, ch sn xut loi nc ngt ny ginh c 48% th phn ca cc loi nc Cola. L do y l gi. mt tim tp ho a phng, mt chai Coke hay Pepsi 2 lt bn ra gi tng ng vi 0.77 la M ; mt chai Crazy Cola 1,5 lt gi 0.39 la. Gi ca Coke v Pepsi l qu tm vi ca hu ht ngi tiu dng y. Vi nhng vn ny. Coke c d on ch sn xut 50% tng cng xut trong nm 1999, Pepsi b ra 218 triu la ti cu trc li h thng kinh doanh ca h Nga. Cu hi y l : C th no hng Cola ca Nga cn c th ng vng mt khi i sng kinh t a phng dc nng cao ? Theo mt bi bo ca Wall Street Nht bo, nim hy vng ca Coke v Pepsi l y. Victoria Pimenova, mt sinh vin hai mi lm tui va tt nghip ti y, ngi lun mt n cc thng hiu ca phng Ty v hy vng rng mt ngy no c li c th c kh nng chi ph cho chng. "Crazy Cola alf ng ch , l mt thng hiu ni a ca chng ti," c ni. "Nhng ch l loi nc ngt cho nhng ngi khng c bao nhiu tin. Coke v Pepsi thc s ngon hn."

Bn l hng th thao
Trong cc nh bn l ca ngnh cng nghip tr gi 46 t ny, bn ngi c coi l ln nht ang l l. Jumbo Sports (tng c bit l Sports &Recreation) ang trn con ng cht. Cng vy vi Feet ca Birmingham v Alabama, h ng ca h thng khng l 236 ca hng ca h c t chc li theo chng 3 ca lut Ph sn. Sports Authority nhn thy s st gim gi c phn ca h v ang n lc thot khi cnh ny. Vn l, trn b ni, nu bn sng vi gi bn s c th cht i vi gi - c bit l trong mt ngnh cng nghip, nh hng th thao, b qu ti vi cc nh bn l c trn mng ln nhiu hnh thc khc. Khng mt ai trong cc t chc ny l khc bit v cng khng c mt hng ho c th no l ca ring h. iu ny khin cho h ch c gi l chin lc duy nht ca h. Vaf iu ny khng c th i ph vi nhng ci tng t nh Wall-Mart hay K-Mart, nhng th chim lnh 35% mi lc ca hng th thao. Tht ng bun khi cn rt nhiu nhng v d tng t, nhng t chc khng cn c th tham d vi cuc chi lu di.

Gi cui cng : Cho khng

iu gy bt ng trong nhng ngy ny l cuc chy ua ca nhng cng ty trn mng trong mt n lc thc y quan h, h chp nhn mt chnh sch khng tnh tin. y c cc kiu nh th chc mng in t th in t, c hng chc cc cng ty cung cp th in t min ph, nm cng ty cung cp my vi tnh min ph v nhiu cng ty khc cung cp phn mm min ph. Nhng cng ty ny hnh dung rng h s tn dng ngun thu t qung co. Hy vng rng s c nhng g chuyn bin tt p. iu ny tr thnh mt thc t trong i sng Internet. "Vi thi gian, nhng cng ty phc v min ph s n v lm hng i mt ngnh cng nghip ca mi ngi khc, " nh u t David Cowan ni trong mt mc bo mi gn y trn t Wall Street Nht bo. "Nu bn khng cho i min ph, mt cng ty mi ra i s lm iu ." C th no nhng cng ty phc v min ph ny c th kim ra tin t qung co v thng mi in t n thun khng ? Cu hi ny vn treo l lng , trn u ca chng ta. Nhng c mt vic l hon ton r rng. Bao lu m cc nh u t ti chnh v cc ngn hng cn dm b tin vo nhng cng cuc kinh doanh trn mng, cc ch doanh nghip cn dm th nhng phng cch tip cn ng tri gy dng mt doanh nghip ca h. Chc may mn.

Khc bit ho vi gi cao

Chng ta cn hn l b n tng na vi cc cng ty dng gi cao nh mt h tr cho vic khc bit ho ca h. Nc hoa Joy thng bo, Joy l "loi nc hoa t gi nht trn th gii". C hai nguyn tc quan trng y : 1.

Sn phm cht lng cao nn c gi cao hn. Ngi ta thng d kin s tr tin cao hn cvho mt sn phm tt hn, nhng cht lng phi c nhn thy mt cch no . Mt hp bp rang Orville Redenbacher trong r rng n tng hn nhiu so vi mt lon bp r tin hn Jolly Time. Nhng n cng phi ha hn l mi hp bp trong u phi gin tan.
Nu ti tr nhiu tin hn cho mt ci o chong ngoi tri NorthFace, ti s chp nhn nu c mt ci nhn Gore Tex trn c ghi, "bo m gi cho bn kh ro". Ci ng h Rolex ca ti phi c nhn thy chc chn v t gi, nhng trung thc m ni th c nhiu loi ng h r tin hn

l Rolex trng cng c v chc chn v t gi. iu ny lm ny ra iu k tip. 2.

Sn phm t gi phi em n c danh ting. Nu ti b ra 5.000 mua mt ci ng h Rolex, ti mun cc bn ca ti v nhng ngi hng xm phi bit l ti ang eo mt ci Rolex. V nh vy h phi bit l ti ang thnh cng. Cng vy vi nhng loi xe t tin. Tuy ngi ta vn thng khng chp nhn iu ny, nhng l do d thin h mua mt chic xe 50.000 l gy n tng vi nhng ngi chung quanh h. l l do ti sao chic Cadillac Allante li l mt qu bom 50.000 . Cc hng xm ca ti c b n tng vi mt chic xe Cadillac ? Danh ting ca n l u ? Lm sao hng xm ca ti bit l ti mua mt chic xe 50.000 ? Gi bn cao ni g v sn phm ? N ni l sn phm ht sc ng gi. T thn gi cao l mt tin ch c k tha ca sn phm. (y l mt yu t kch hot s thnh cng ca nhiu sn phm cao cp -Xe Mercedes, ru vt ka Absolut v.v)

CHNG 7

GING SN PHM RNG L MT CON NG KH KHC BIT HO

Nh chng ta bn n trong chng u, thin h b nhn chm bi s chn la. iu ny lm cho nhng ngi trung bnh, trn thc t, gp kh khn trong vic la chn c quyt nh mua. Nhng vi mt s cng cuc kinh doanh, mt la chn ln c th hot ng nh mt yu t l khc bit. Charles Lazarus, ngi sng lp Toys "R" Us, ni, "Khi cc bc cha m khng c nh r rng v vic mua ci g, h n vi nhng ca hng c mt la chn ln."

Nhng k git ging sn phm

"La chn ln nht" tr thnh mt ni m nh ln trong vic bn l. Nhng n l mt mc tiu di ng. Nhng ca hng tng hp, hay nhng ngi git ging sn phm nh h thch t nhn, tr thnh nhng ng vua trong ngnh cng nghip ny. Nhng ca hng tng hp ny thnh cng bng cch s dng cch tip cn "mi th di mt mi nh" v gim gi hnh thnh v khc bit ho nhng ch tr ca h. Toys "R" Us lm theo cch ca nhng ca hng tng hp nay tr thnh ni ting nh Home Depot, Lechters, Staples, Auto Zone, Pet Smart v nhng i th khc. Nhng ngy nay nhng ca hng tng hp ny ang b tn cng nng n bi nhng ca hng ging sn phm chuyn bit. Nhng ca hng ny o su vo nhng phn on hp nhng y li nhun trong kinh doanh ca nhng ca hng tng hp. Noodle Kidoodle l mt v d, chuyn cung cp cho th trng nhng chi gio dc cao cp.

Thm nhp vo nhng ngi gim gi

Cng nh vi gi, vn dng ging sn phm rng nh mt yu t khc bit ho l bn khng th gi cho cc i th ca bn khng dng n mt chin lc tng t. Nhng ngi gim gi dng tm mc v sc mua ca h tng thm s ni bt ca h trong mt s chng loi sn phm. Wal- Mart, v d, m ra nhng khu vc ln cho chi trong cc ca hng ca h. Sau y l mt vi v d v nhng g xy ra trong lnh vc bn l : -

Baby Superstore n vi mt tng thng li : bn mi th dng cho em b di mt mi nh. Nay Toys "R" Us to ra mt c nh loi b Babies "R" Us v nhng nh gim gi khc nh Target cng ang nhp cuc, tt c nhng th ny to nn mt p lc vo thu nhp ca Baby Superstore. CompUSA t ph vo mi lc ca cc ca hng cung cp dng vn phng v cc b phn vi tnh. Ngy nay nhng ca hng tng hp in t, ca hng tng hp vn phng phm, nh cung cp qua mail v s cnh tranh gi khin cho mc li nhun tr thnh qu mng manh. Sport Authority lm cho v s nhng ca hng cung cp th thao khu vc phi ng ca. Nhng ngy nay n v Kmart ny phi ng u vi v s nhng kh khn ang ln dy trong phn on th trng cn non tr ny, ni m v s cc i th ang c gng th nghim nhng cng thc mi ca h. Party City to ra nhng khu vc hi on trong cc ca hng a phng ca h c v nh khng hp thi. Nhng khi tng ny c hnh thnh cng c nhiu hnh thc y ht xut hin. Ngay nay nhng nh gim gi nh Wal-Mart ang cung cp cho nhng hi on vi gi thp hn v nhng ca hng tng hp khc nh Gardej Ridge, cng ty trang tr nh ca, m ra nhng khu vc hi on khng l trong cc ca hng ca h.& Ln ra sao l qu ln

Tht ma mai khi khi nim ging sn phm rng tng lm ra s khc bit cho nhiu loi ca hng th nay lai tr thnh mt cn c mng cho chnh nhng ca hng ny. Trc ht l vn qun l tng n v sn phm mt c chen y trong ci hp khng l c gi l ca hng ca h. Hy quan st mt ngi bn hng khn kh ca Home Depot ang c gng tm ra mt mn hng trong cc hp giy trong mt ng cc loi hp trn cao n hn 12 mt trn u ca anh ta. C cch lm c vic ny. My vi tnh cho bit mn hng nm ch , nhng tm ra c mn hng li l mt vn khc hn. Ri n vn nh hng gia cc nhm khch hng vi nhau. Trong khi mt khch hng mun tr gi v lc tung ln tm mt th g , iu ny li khin cho nhng khch hng khng c nh r rt cm thy kh chu v b coi thng. Thi gian ca khch hng cng tr thnh mt vn trong nhng ngy ny. H khng h mun phi tn thi gian qu bu sau gi lm hay cui tun ca ho cho vic chn la nhiu kh. Nhng khch hng ln tui hon ton ngi ngn vi vic phi tm ra mt ch u xe trong mt khu xe khng l v ri phi ko l nhng ti hng ba bn qua mt khong ng di tr lai ch u xe. Nhng bc ph huynh tr vi m nhc i theo khng c thi gian hnh dung ra nhng ni chn h cn n.

Tr thnh thn thin hn vi khch

Nhng ngi git ging sn phm kch s ang phi vt ln vi cc vn l qu ln ca h. Mt s ang ct gim bt cc n v tn kho ca h v lm cho chng tr thnh d tip cn hn vi nh sng tt hn, li i rng hn v nhng k hng ho thp hn. Nhng ngi khc ang c to ra mt khng kh mua sm l hi bng cch thm vo nhng g mang tnh cch trnh din v gii tr, thc n nhanh, mn hnh tng tc, bt c g c th dn d khch hng quanh qun vi hy vng l h s mua thm mt vi mn g . Trong khi tnh a dng l mt gia v cho cuc sng th qu nhiu gia v c th lm cho h b bng tim.

Home Depot nh
Mt trong nhng n lc ng ni n hp dn nhng khch hng b d ng vi vic l qu ln l lot ca hng th nghim tm mc nh ca Home Depot c gi l Villager's Hardware. Lm theo kiu nhng ca hng gia dng nh v nhng chui ca hng lp t trang thit b ti gia, loi ca hng nhm vo vic thu ht nhng khch hng khng mun phi chui vo nhng hang ng khng l ca cc ca hng Home Depot c c dch v lp t khng ng k. Vi din tch c ngn thc vung (ch bng mt phn ba din tch cc ca hng tng hp khc), cc ca hng Villager's Hardware vn cn l

qu ln so vi tm mc nhng giao dch nh hng ca chng. Nhng chc chn rng l mt th nghim l th c th ng mt cy inh cui vo c quan ti ca nhng ca hng gia dng c lp vi chng loi hng ho gii hn.

Ging sn phm rng trn mng

Nu cc bn ngh l cc ca hng bn l a s la chn i qu xa, th thc ra mng Internet nhanh chng tr thnh mt ngun cung cp khng ngi ngh hng ho v dch v. l s la chn khng phi mt mc mi m l trong mt lnh vc mi. T chc eToys, v d, thm sch tr em vo cng vi chi tr em v nhng sn phm dnh cho tr em khc. iu ny c ngha l ngy nay eToys cung cp n hn mt trm ngn loi sn phm tr em khc nhau. (y khng phi l ging sn phm rng cc sn phm tr em sao ?) D nhin l vic nh hng vo sch y h vo tnh trng cnh tranh vi Amazon v cc nh sch trn mng khc. Vic lm ny ng nhin phi nhn li s tr n khi Amazon cng nhy vo nhng lnh vc khc nh chi, in t, a CD v bt c th g khc m h c th bn. Trong cuc chi trn mng, bn s nhanh chng nhn ra rng bn b bao quanh bi cc i th cnh tranh ang thm nh, "Chng ta cng c th bn th ny." V ngay ngy hm sau h lp tc bt u.

p lc mng
K t khi mi tay chi trn mng u c th nhanh chng thu thp tr thnh mt ging sn phm rng, im khc bit ny khng cn l chuyn bit na. Vy h phi nhm vo u khc bit ha ? Bn c th on c : gi. V nh chng ta bit qua chng 6, khng phi l mt con ng d dng khc bit ha. c bit l vi mt phng tin m khch hng ca bn c th nhanh chng so snh vi ch mt vi c nhn trn bn phm. (H khng cn phi tr li xe v tm n nhng ca hng khc.) Li nhun l eo hp. Ngay c vi nhng tay chi ln nht nh l Amazon cng phi chp nhn iu ny. N ax l v ang pht trin nh vy.

Cuc x i tm vng k thut s

Tt c nhng iu trn nhc nh cho chng ta n nhng ngy x i tm vng ngy xa California : mi ngi u x i tms giu sang trn cc ngn ni Internet. Nhng y c mt bi hc c th l quan trng trong lch s ca s kin ny. Nhng ngi thc s lm ra tin trong cuc x i tm vng ngy l nhng ngi mua bn , dng c v qun o. ( l thi im khi u ca qun Levi's.) Phn ln nhng ngi x i khng t c s giu c m h mong mun. V cn t hn na, ch vi mt vi phn trm trung thc l khng cho h tip tc tn ti. D on ca chng ta l nhng nh sn xut trang thit b chuyn dng cng nh mt i qun nhng nh c vn thit k trang web s l nhng ngi tm ra c nhiu vng nht.

Ci g l thc s cn thit
Cng vi vic Web tr thnh mt ngun cung cp khng gii hn hng ha v dch v, ci m ngi ta thc s cn thit l vic hng dn v ci g v ni u mua. Mt lai ch nam Zargat cho tt c mi th, c th l mt trang web bao gm mi kin ca khch hng v im qua bt c mt th g m bn c th mua. T mt cu hi c t ra, lm sao trang web c th lm ra tin v c t chc ? Cc nh hng l mt chuyn khc hn vi vic hnh qun trn mng. Tt c nhng thng tin trn tht kh m tiu ha.

Mt bi hc quan trng
Ci m vic bn l v th gii web trnh by l mt thc t rng mi s khc bit u khng c to ra mt cch cn bng. Ging sn phm rng khng c mt cht g gn gi vi yu t l khc bit hay nhng th nh thut lnh o, s u i hay s c bit ca sn phm. K do khin cho n khng th l khc bit chnh v n qu d b nhi li bi mt i th. V iu ny ch cn li cho bn ch c gi ch khng cn bao nhiu ch cho nhng th thut chuyn bit. l l do ti sao chng ti, khi lm vic vi khch hng, thng c p dng khi nim bc m cho yu t khc bit vi i sng di hn. Nh trong trng hp ca mt ngi bn l New England.

T " loi" n "a thch"

Mt nh bn l thnh cng vi vic dng ging sn phm rng nh mt yu t khc bit l mt ca hng ni tht ln Rhode Island tn Alperts Furniture Showplace. Nhng h dng n nh mt bc m xy dng mt ngh bn c quyn chung quanh s a thch, mt yu t khc bit tt hn (xem chng 15). u tin h m ra mt ca hang ln c kh nng thch ng vi mt s la chon rng cc dng ni tht. iu ny cho h kh nng bn c nhiu dng ni tht ch t mt a im hn cc ca hng khc. iu ny dng ln sn iu kin mua sm sau ti Alperts. Vn bn ny l t mt qung co trn truyn thanh : t c mt gi tr tt l mt vic. Nhng c c mt gi tr tt trong v s nhng th tt l iu lm nn thnh cng cho ca hng. Alperts l nh vy. Ngi ta n v mt tha thun tt, nhng nhng g thc s lm h bt ng l mt su tp ni tht phong ph vi mi kiu loi di mt mi nh. V kt qu l chng ti bn c nhiu ni tht t mt ca hng hn l nhng g oc bn t nhiu ca hng ca i th ca chng ti cng li. Chng ti cho l, nu cc bn khng tm ra c ci g m bn tm kim, chng ti cha hon thnh cng vic ca mnh. l ti sao m Alperts tr thnh ca hng ni tht c a chung nht Rhode Island. Nh Hershel Alpert ni, "Da trn ging sn phm rng ny, chng ti xy dng cu truyn a thch ca chng ti." V l mt cu truyn tuyt vi khi ng nhn thy cng cuc kinh doanh ca mnh tin trin y kch tnh. Alperts qu l mt a im l tng mua sm ni tht ti Rhode Island.

CHNG 8

NHNG BC KHC BIT HA

Chng ny, ln u tin, gii thch mt qu trnh m chng ti pht trin trong ba mi nm qua trong vic khc bit ha cng cuc kinh doanh. l nhng g khng thuc v l sng to, l chnh xc hay l tng tng. Tt c l thc t, l mt khoa hc thch ng vi nhng l lut v th nghim nhng suy ngh c c s.

Sc mnh ca thc t
Qua t in chng ta s thy mt l l thc t c xc nh l mt ci g vng chc, bt buc, thuyt phc, khng thay i v r rng. N cho thy k nng trong suy ngh v l lun. khng c v l mt l l m bn mun c h tr ci m bn ang c gng bn sao ? Tt hn l bn nn tin vo n. Bn tng chm mt vi bao nhiu l l thc t trong th gii marketing ? Rt him. S thiu thc t ny nm sn trong hu ht cc chng trnh marketing tht bi. V tri li, nu bn c th thy c mt thc t ca mt l l, bn s c c may l ngi chin thng. Nu Avis ch l ngi s hai trong vic cho mn xe, v n hnh dung rng n phi lm vic n lc hn v l do ny, l thc t ch khng phi l sng to. Nu IBM bao gm mi mt ca vic tnh ton, vy l thc t khi h c th hp nht mi thnh phn tt hn l cc nh sn xut khc. Tnh ton hp nht l ci lm nn s khc bit cho h.

Sng to chng li thc t

Bi thc t l mt khoa hc, ci thc t to nn mt ngh bn c quyn nn l mt khoa hc ch khng nn l mt ngh thut. V mt nhm ngh s trong lnh vc ny chng tr li tng ny quyt lit. H ght ci tng b b chn trong mt qu trnh gii hn s sng to ca h. Nhng iu t nht l nhn thy mt cng ty tri qua mt qu trnh chin lc v i n mt l l thc t m cho thng hiu ca h ri giao n li cho nhng ngi sng to ri cui cng ng m nhn l l ny bin mt trong mt m my mu. C ln, trong khi lm vic vi mt ngn hng v chin lc ca h, chng ti pht hin ra c mt s n ln dnh cho nhng doanh nghip nh trong lnh vc thng mi. Phn ln ca s n ny ha ra l dnh nhng ngi mi nhp c mun khi u mt cng cuc kinh doanh ti M. Nhng ngi theo ui mt gic m thnh cng kiu M. Chin lc c gii thiu l mt ci hon ton thc t v trc tip. Ci to nn s khc bit cho ngn hng ny s l nh n l "nh ca gic m M." Mi ngi u thch ci tng ny v n c trao cho mt cng ty qung co tin hnh. n khi chng ti nhn thy li chin dch ny rh n li tr thnh "Chng ti da vo gic m ca cc bn." Qu nhiu cho thc t v mt tng khc bit ha. trnh khi nhng iu tng t, bn phi chc rng tt c mi ngi u i theo mt qu trnh bn bc n gin.

Bc 1 : To ngha cho tnh hung

Cc l l khng bao gi c to thnh trong g b. Lun c nhng i th bao quanh ang c gng to ra nhng l l ring cho h. Thng ip ca bn phi c ngha r rng ng vi tnh hung lc ca ging sn phm. N phi c bt u t nhng g m chn th trng nghe v bn v nhng g m cc i th ghi nhn v bn. Ci m bn thc s cn l mt nm bt ca nhn thc trong t tng ch khng phi l mt ngh su xa. V sau l nhng g l im mnh hay ch yu ca bn cng nh ca cc i th hin hu trong u ca cc nhm khch hng mc tiu. Cch nghin cu th trng a thch ca chng ti l a ra nhng thuc tnh lin quan chung quanh mt ging sn phm v yu cu thin h nh gi theo thang im t mt n mi. iu ny c thc hin trn cn bn tng i th mt. Mc tiu ca vic ny l bit c ai c nhng tng hay khi nim g trong ging sn phm . l tnh hung cho l l ca bn. Tnh hung cng bao gm c nhng g ang xy ra trn th trng. L cch nh gi cho tng ca bn c ng. tng khc bit ha ca Nordstrom v "dch v tt hn" c a ra mt cch hon ho trong tnh hung mt th gii cc ca hng tng hp ang ct gim nhn vin v dch v ca h nh mt cch gim chi ph. Qu trnh ny tng t nh iu khin mt ln sng. Nu bn lm qu sm hay qu tr bn s khng i c n u c. Chp ly n ng lc, bn s lo li n mt cch ch li v lu di cho s khc bit ha ca bn.

Bc 2 : Tm ra tng khc bit ha

L khc bit c ngha l khng tng t. L c nht v l mt trong loi ca mnh. Vy bn phi tm ra ci g tch bit bn ra khi nhng i th trc tip ca mnh. B mt ca vic ny l hiu rng s khc bit ca bn khng cn phi lin h n sn phm. Hy xt n mt con nga. Phi, nga c nhanh chng phn bit bi chng loi ca n. Chng ta c nga ua, nga vt ro, nga trang tri, nga hoang v cn na, na. Trong loi nga ua, bn c th phn bit chng qua ging loi, thnh qu, tri nga, ngi hun luyn v nhiu th na. Hy xt n mt trng i hc. Nc M c rt nhiu vin v trng i hc, 3.600 trng, nhiu hn bt c ni no trn th gii. Chng l tng t vi nhau theo nhiu cch, c bit l s mong mun h tr t chnh ph ca h v ti tr v vay n cho sinh vin.. Trng i hc Hillsdale ca Detroit, n vi mt ngh bn c quyn ca h cho cc khch hng bo th bng cch da vo tin ca chnh h, ngi dn Detroit. (Rt t i th ca h c th lm c iu ny.) Thng ip ca Hillsdale l, "Chng ti khng chu tc ng t chnh ph." H lm mnh thm khi nim ny bng cch v th ha mnh nh mt thnh a ca t tng bo th. Nh mt ngi gy qu ni, " l mt sn phm m chng ti c th bn c." Trong nhng chng ti s ni n vn ny chi tit hn.

Mnh li ca vic ny l tm ra s khc bit v ri dng n to thnh mt tin ch cho khch hng ca bn.

Bc 3 : C nng lc
to dng mt l l thc t cho s khc bit ca bn, bn phi c c nng lc h tr cho tng khc bit ha ca bn lm cho n thnh hin thc v ng tin tng. trn chng ta nhc n trng hp ca IBM, tm mc ca h chnh l nng lc chnh cho vic "tnh ton hp nht". Nu bn c mt s khc bit trong sn phm, bn phi c kh nng chng t c s khc bit ny. Lun chng s chng t nng lc ca bn. Nu bn c nhng chng c chng t s khc bit, bn s c th so snh trc tip vi cc i th trc tip. T cho l khc bit m khng c chng c thuyt phc ch l s t cho l. V d, mt chic Cadillac thn rng phi thc s l rng hn cc loi xe khc. British Air l "hng hng khng c a chung trn th gii" phi c lng hnh hnh khch hn hn mi hng hng khng khc. CocaCola l mt "ci tht" phi l ngi pht minh ra nc cola. Bn khng th khc bit ha ch bng li v khi thuc. Ngi tiu dng l nhng k lun h nghi. H s ngh, "ng , tha ngi qung co ? Chng t n i !" Bn phi c kh nng tr cho l l ca bn. Tuy rng bn khng phi ang trong mt phin ta nhng bn phi c kh nng minh chng vi mi thc mc mt khi bn phi i u trn cc phng tin truyn thng. Bn ang trong mt phin ta v nh kin ca cng chng.

Bc 4 : Qung b s khc bit ca bn

Cng nh bn khng th gi cho ngn la chy trong mt hp kn, bn cng khng gi dc s khc bit ca bn trong s bao bc. Nu bn to dng c mt sn phm khc bit ha, th gii s khng t ng m ra con ng n vi bnSn phm tt hn khng phi l s chin thng. Nhn thc tt hn s l nhng ngi chin thng. S tht khng th t phi by nu khng c mt ai em n ra ngoi nh sng. Ni thuc tnh ca cng cuc qung b ca bn phi phn nh c s khc bit m bn mun truyn thng. S gii thiu ca bn, trang web ca bn, vic gii thiu sn phm cabn v.v phi lun lin h n yu t khc bit ny ca bn. Mt khch hng trong th gii thc n nhanh ca chng ti, d nh gi thip Ging sinh n cc ca hng nhng quyn ca h. Ngi iu hnh cao cp nhn c nhng phn ng v vic nhng thip ny khng c tng khc bit ha trong . Chng ti ni vi ng ta, ch l mt tm thip Ging sinh v ng ta c th qun vic ny i. ng ny khng khng, "Khng. Ti mun c iu trong thip." Khng cn g bn ci, s khc bit c a vo trong li chc Ging sinh ca ng ta. Nhc snh cui cng, "Khng nn qung b qu mc s khc bit ca bn." Mt yu t khc bit tht s cng l mt cng c kch hot thc s. Khi Avis ni, "Chng ti l s hai, chng ti n lc hn." Ngi ta ghi nhn nhng li ny vo tim. H t ho vi vic l ngi chiu di ca h. Khi chng ti thc hin tng "ngn hng chuyn ng nhanh" cho Ngn hng Lin Hip Jersey mt vi nm trc y, nhng ngi ca ngn hng ny nm bt c tng . H mun c nhanh hn cc i th cc thnh ph ln ca h. H mun nhanh hn trong vic xc nh ti sn th chp v gii quyt cc khiu ni. H nhn ra c gi tr ca vic p ng tt hn vi khch hng. C hng ng nhng thng ip v ngha trong vic kch hot nhn s M. Chng thng n vi bn qua m ng nhng ngi ra v thnh t cng vi nhng bui hp mt ho nhong t tin. Nhng ngi phi bo co vi bn khng cn n nhng cu tr li k diu cho thc mc, "lm sao khi ng c nhng kh nng tim tng ca ti ?" H ch cn cu tr li cho cu hi, "Ci g lm cho t chc ny khc bit ?" Cu tr li cho cu hi ny s em n cho h mt ci bm vo v cng i ln vi n. S kch hot thc s n cng vi nhng v kh ca mt tng khc bit ha. V ri bn c th thch thc nhng ngi ca bn em n vo vi cuc sng (v lm cho n tr hoa) trong mi lc, trong pht trin sn phm, trong k thut hay trong bt c mi trng no m h hot ng.

i li v ngun lc
C mt tng khc bit ha tt khng l cha . Bn phi c ngun lc to dng nhng chng trnh qung b v cng b s khc bit ny trong chn th trng. Ngay c mt tng tt nht cng khng th i n u nu khng c tin a n ra vi nh sng. Cc nh pht minh, ch doanh nghip, chn lc tng hu nh u ngh l tt c nhng tng tt ca h phi cn n mt h tr t cng vic marketing chuyn nghip. Khng c g c th xa ri khi s tht. Marketing l mt cuc chi trong tm tr ca cc i tng tim nng. Bn cn phi c tin c th thm nhp vo u c ca nhng i tng ny. V bn cng cn phi cn tin c th li trong tm tr ca h mt khi bn vo c n . Bn s tin xa hn vi mt tng di kh v mt triu hn l vi ch mt tng tuyt vi tr tri.

Qung co l t
Mt s ch hng nhn qung co nh l mt gii php thm nhp vo tm tr ca cc i tng tim nng. Qung co khng phi l khng t . N tn ph 9.000 la cho mt pht chin trn trong th chin th hai. V 22.000 la cho mt pht ca cuc chin Vit Nam. Nhng l 2 triu la cho mt pht qung co trn truyn hnh gii Super Bowl. Steve Jobs v Steve Wozniak c mt tng ln. Nhng chnh 91.000 la ca Mike Markkula a Apple Computer ln bn th gii vi tnh. (Vi nhng ng tin ny, Markkula c c mt phn ba c phn ca Apple. Cng sc ng ca ng ta l mt na.) Nhng tng khng c tin ch l nhng tng v gi tr. ng nhin khng hon ton l nh vy. Nhng bn cn phi dng tng ca bn tm ra tin ch khng phi s h tr marketing. Marketing ch n sau , sau khi c tin. Mt s ch hng nhn cng lun nh mt cch khng t thm nhp vo tm tr ca cc i tng tim nng. H nhn cng lun nh l mt cch "qung co min ph". Cng lun khng phi l min ph. y c mt iu lut c bn : 5-10-20. Mt cng ty quan h cng chng (PR) nh s yu cu 5.000 la mt thng qung co cho sn phm ca bn. Mt cng ty trung bnh s i bn 10.000 . V mt cng ty c ln s buc bn phi tr cho h 20.000 mi thng. Mt s ch hng khc li xem nhng nh u t nh gii php cho vn tin ca h. Nhng ch c mt s phn trm rt nh nhoi l tm c

ngun ti chnh cn thit theo cch ny. Hy nh l, mt tng khng c tin h tr l hon ton khng ng gi. Hy sn sng b ra kh nhiu c c ngun ti lc ny.

H tr l giu c
Trong mi trng marketing, nhng ngi giu c thng ri s giu c hn na bi h c sn tin a cc tng ca h thm nhp vo tm tr ca ngi khc. Vn ca nhng ngi ny ch cn l phan bit ra gia nhng tng tt v tng t. Nhng cng ty nh P&G v Philips Morris chi hai t la hng nm cho qung co. GM l 1,5 t hng nm. Khong nh mt sn phm tiu dng, mt sn phm k thut hay kinh doanh khng cn phi chi ph qu nhiu cho marketing bi cc i tng tim nng ca h gii hn hn. Nhng d sao cng cn phi c mt ngn qu c th qung b sn phm theo nh yu cu.

Iron Computer ng gc
Hy xem qua mt cu chuyn bun v mt cng ty vi tnh vi mt tng khc bit thc s : My vi tnh cho cc mi trng khc nghit nh nh bp nng m. Khng mt ai tng lm ra nhng my vi tnh bn b chu ng c nhng mi trng khc nghit. V vy ngi n ng tn John Opincar vay mn 50.000 ca gia nh v bn hu thnh lp cng ty Vi tnh Thp. Nhng ng ta qu da vo tnh cng lun trn mng. Khng bao nhiu tin chui vo ti ca ng, ng khng c tin c th tin hnh nhng chng trnh marketing cn thit. Iron Computer nhanh chng i n ch ph sn vi mt tng khc bit tuyt vi. Tin lm cho th gii marketing pht trin. Nu bn mun thnh cng trong nhng ngy ny, bn cn phi c c nhng ng tin cn thit bi trn nhng bnh xe marketing.

CHNG 9

KHC BIT HA CHIM CH TRONG TM TR

Nh bn thy trong chng va qua, bc cui cng ca vic khc bit ha l xy dng mt chng trnh lm cho ngi ta tin vo s khc bit ca bn. lm c iu ny bn cn phi "v th ha" (positioning), mt ch m chng ti vit t nm 1969. C rt nhiu cng ty dng n t ny, nhng nhiu ngi vn khng bit r v nh ngha ca v th ha : lm sao khc bit ha sn phm ca bn trong tm tr cc i tng tim nng ca bn. V vy, i vi nhng ai cha c n mt s sch, bi ni v cc bi bo ca chng ti v ti ny, sua y l tm tt v vic tm tr ca chng ta hot ng ra sao v u l nhng nguyn tc cn bn ca vic v th ha. Nu bn hiu tm tr ca chng ta hot ng ra sao, bn s hiu c v th ha. Nhng nguyn tc ny l cn bn ca nhng hng dn khc bit ha trong cc chng sp ti.

Tm tr khng th bt chc
Tuy tm tr vn cn l mt iu b n, chng ta vn bit chc c mt iu v n -n c th b tn cng. Hu ht cc x hi phng ty u tr thnh hon ton qu ti v truyn thng. S bng n ca cc hnh thc truyn thng loi v s gia tng qu ng ca mc truyn thng nh hng mt cch kch tnh n cch m ngi ta chp nhn hay b qua mt thng tin c trao cho h. Truyn thng qu ti thay i din mo ca cuc chi qung co v tc ng n thin h. Ci l qu ti trong nhng nm 70 th nay tr thnh qu trong nhng nm chuyn ca th k. Sau y l mt vi s liu thng k bn c th hnh dung c vn : S lng ca mi loi n phm c bit n tng gp i trong mi bn hay nm nm. Mt n bn cui tun ca t New Y ork Times cha ng nhiu thng tin hn l trung bnh mt i ngi Anh vo th k 17 thu nhn c. Hn 4.000 u sch cc loi c pht hnh trn khp th gii trong mt ngy. Trung bnh mt ngi lm vic vn phng M dng 70 kg giy trong mt nm -gp i lng tiu th ca mi nm trc.

Cuc oanh tc in t
Cn v mt in t trong x hi qu ti truyn thng ca chng ta th sao ? Mi ngy mng WWW ln thm vi hng triu trang in t tng thm cng thm vi hng trm triu ngi ang sn sng truy nhp vo mng. D bn du hnh n bt c ni no trn th gii, cc v tinh truyn tin chiu n tn nhng hang cng ng hp trn khp hnh tinh. Vo lc m mt a tr Anh c mi tm tui, cu ta hay c ta i mt vi 140.000 qung co truyn hnh cc loi. Thy in, trung bnh mt ngi nhn c 3.000 thng ip trong mt ngy. Ni ring v cc thng ip qung co, mi mt nc Chu u pht i 6.000.000 qung co truyn hnh trong mt nm. M, v mt in t ca vic truyn thng qu ti tip tc cuc tin cng khng chm lai ca n. Cc chuyn gia ni rng cc knh truyn hnh trong nc M pht trin t 150 ln n 500 knh. (Vo lc m bn tm ra c chng trnh m bn mun xem th n chm dt.) V ri cn cc my vi tnh c nhn na, ri siu xa l thng tin, tt c u ha hn truyn n tn nh cho bn mt lng thng tin khng th no tng tng ni qua cc c cp quang hc, CD-ROMs hay bt c mt th g c th khc. Tt c nhng iu ny c ngha l tng l khc bit ca bn phi n gin v c th nhn thy v c chuyn i qua ri li qua mi phng tin truyn thng. Nhng nh chnh tr th c gng tr li vi thng ip ca h. Cc nh marketing th phi c gng tr li vi s khc bit ha ca h.

Tm tr l gii hn
Nhng nhmarketing v tm tr ca nhng ngi m h c gng tc ng n thng l i chi vi nhau. Bt hnh thay, nhng l l ny c trnh by vi nhng tm tr thc s khng sn sng tip nhn nhng thng tin y ha quang . Nhn thc ca chng ta l c chn lc. V k c ca chng ta cn chn lc cao hn na. Chng ta c to thnh vi s gii hn vt l khng th c mi b kch thch vi mt s lng khng ngng ngh. iu ny c ngha l trong mt th h b trn ngp, s khc bit ca bn khng s l khng , ngoi tr khi l mt khc bit ng ch . Thng ip ca bn c th c thu nhn vo bao nhiu ty thuc vo ci g m bn bn , ph hp vi nhng thng tin c ghi nhn t ging sn phm c qung co.V d, mt qung co cho giy, dp c quan tm gp hai ln hn mt qung co cho gch lt sn, bt k thng hiu v nhng tin ch ca bn l g. Cng tng t nh vy, mt qung co nc hoa cng c ch gp hai ln mt qung co ni tht. y cng c ngay c nhng chng loi khng h c ch , ging sn phm m thin h khng th nh c mt thng hiu no ng ch . Hp ng n trang chng hn. Thng hiu hng u ca ging sn phm ny l Batesville. Nhng ch sau mt vi ging ch l bn qun mt n ri. Cc mc quan tm ny, hay nh kin, c ch sn trong tm tr ca ngi ta ngay t trc khi h cm t bo hay tp ch ln na. l l do ti sao m cc thng hiu hng u li c li th tinh thn to ln trc cc i th i sau. H c u tin vi nhng khc bit quan trng, ng ch . ==Tm tr ght s m m Loi ngi ph thuc nhiu vo vic hc tp hn bt c mt ging loi no tng hin hu. Hc tp l cch m ng vt v con ngi thu nhn thng tin mi. K c l cch m h lu tr nhng thng tin ny qua nm thng.K c khng ch l kh nng ghi nh mt s in thoi. Cn hn na, n l mt h thng nng ng c dng n trong mi lnh vc ca qu trnh suy ngh. Chng ta dng n k c nhn. Chng ta dng n n thu hiu ngn ng. Chng ta dng n tm ra nhng ng vng. Vy, nu k c l quan trng nh vy, ci g l b mt ca vic ghi nh ?

Khi c hi s kin n l no l h tr nht i vi vic pht trin thuyt tng i ca ng, Albert Einstein c tng thut li l tr li : "Hnh dung ra lm sao suy ngh v bi ton." Mt na trn chin l t n vi yu tnh ca vn . Ni mt cch tng qut iu ny c ngha l c c s hiu bit su xa v i th v ch ng ca h trong tm tr ca cc i tng tim nng ca bn. N khng phi l v nhng g m bn mun. N l v nhng g m i th s cho bn lm.

Sc mnh ca tnh n gin

Khi nim cn bn ca mt s sn phm d on trc s tht bi. Khng phi v chng khng hiu qu m l v chng khng to c ngha r rng. Hy xt n trng hp ca thuc chng mi vitamin E ca Menen. c thi, bn xt vitamin vo nch ca bn. Vic lm ny khng c ngha ngoi tr khi bn mun c l ngi c ci nch khe mnh v c chm sc tt nht trn ton quc. Loi thuc ny nhanh chng b loi khi th trng. V trng hp ca Apple Newton. N l mt my fax, bo gi, lch trnh v mt vi tnh dng bt vn hnh. Qu phc tp. N bin mt v mt th n gin hn Palm Pilot t ly thnh cng to ln. Cch tt nht thc s thm nhp nhng tm tr ght s phc tp v m m l n gin ha n ht mc thng ip ca bn. Mt s nhng chin dch qung co y sc mnh l nhng qung co t trng tm vo mt thng ip t t nht. (Wells Fargo : Nhanh. Volvo : An ton. Listerine : Git vi trng.) Bi hc y l, ng c gng k ht ton b cu chuyn v bn. Ch ch tm vo mt tng khc bit y sc mnh v a n vo tm tr ca i tng tim nng. Ci linh cm bt ng ny, c vt sng to ca tm tr nhn thy c tia chp le lm sao gii quyt c vn mt cch n gin l mt th g khc hn vi tr thng minh tng qut. Nu y c mt mnh li c th tm ra mt cu n gin th l l bn phi nhn tm trong vic bin tp nhng g m bn mun ni. Bt c th g m ngi khc cng c th c nh bn, gt b n i. Bt c g i hi mt phn tch phc tp c th chng t, qun n i. Bt c g khng ph hp vi nhn thc ca i tng tim nng ca bn, gt sang mt bn.

Tm tr l khng vng vng

Thc t n thun khng bo m cht g cho mt l l thng li. Nh chng ta bn n trong chng 5, tm tr l va cm tnh va l tnh. Ti sao ngi ta mua ci m h mua ? Ti sao ngi ta x s theo cch m ngi ta lm trong chn th trng ? Khi bn hi mt ngi no v sao h li quyt nh mua mt th g , cu tr li ca h thng khng hon ton chnh xc v hu dng. Chng c th c ngha l h thc s bit nhng khng thch th g t l ca h cho bn bit. Thng hn, h thc s khng bit iu g thc y h lm iu . V vy, mt khi cn phi nh li, tm tr thng c nh li nhng g khng cn r rng hin hu. l l do ti sao m nhn thc v mt thng hiu c thit lp tt li lu li lu di trong tm tr cc i tng tim nng, ngay c khi qung co v n gim bt. l tt c sc mnh ca vic l ngi i trc. (Xem chng 10) Vo gia thp nin 80, trong mt nghin cu thm d ng tin tng v cc loi my xay. Ngi tiu dng c yu cu nh li mi thng hiu c th m h tng bit. General Electric v ch hng th hai -mc d GE cha h bao gi sn xut my xay trong sut hai mi nm trc .

Mua ci m ngi khc mua

Thng hn l khng, ngi ta mua nhng g m h ngh l h phi mua. Cng tng t nh nhng con cu buc phi i theo n. C phi thc s hu ht mi ngi u cn n mt chic xe hai cu ? (Khng phi) Nu h mua, ti sao h khng c nhiu ngi bit n ? (Khng thi trang) L do chnh cho kiu x s ny l tnh bp bnh, khng vng tm, mt ch m nhiu nh khoa hc bn n rt nhiu. Nu sn phm ca bn c mt trn th trng mt thi gian lu di, ngi ta s tin tng vo bn hn v cm thy vng tm m mua. iu ny l l do ti sao tnh k tha li l mt yu t khc bit tt (xem chng 13). Tm tr l khng vng vng v nhiu l do. Mt l ri ro b nhn bit khi lm mt iu g cn bn nh vic quyt nh mua. Cc nh khoa hc v hnh vi ni c nm hnh thc ca ri ro b nhn bit : 1. Ri ro tin bc. (c nguy c ph hoi tin bc) 2. Ri ro chc nng. (c th khng hot ng hay khng lm c nhng g c d kin) 3. Ri ro vt l. (c v nguy him, c th gy au n) 4. Ri ro x hi. (ngi ta s ngh g khi bn mua ci ny) 5. Ri ro tm l. (C mc cm phm li hay v trch nhim khi mua th ny)& Tt c nhng iu trn gii tch ti sao ngi ta thng thch nhng sn phm hng di nhng li mua t nhng thng hiu hng u c nhn bit. Nu mi ngi u mua th ny, vy ti cng phi mua th ny.

Tm tr l khng thay i
Tht kh m thay i c tm tr trong chn th trng. V d : Xerox t hng trm triu la thuyt phc thin h l my Xerox khng lm ra nhng bn sao l ng gi. Thin h khong mua my tnh ca Xerox nhng vn mua my sao y ca h. Gi c phiu ca Volkswagen rt xung hn 60 im khi h c gng thuyt phc th trng rng Volkswagen khng ch l mt chic xe nh, thun tin v kinh t nh l chic Beetle (con b). Khng bao nhiu ngi mua nhng chic xe to ln v nhanh ny ca h. H li tung con b tr li th trng v hng on ngi tip tc ko n mua chng. Coca-Cola mt c thanh th ln tin bc trong n lc thuyt phc th trng rng h c mt loi nc tt hn l "th tht" (the real thing). Khng boa nhiu ngi mua New Coke nhng loi Coca c in vn c mua nhiu nh c.

Mt khi th trng c mt nh kin v mt sn phm, khng th thay i c tm tr ny. Nh John Kenneth Galbraith tng ni, "i din vi vic la chn gia vic thay i mt nh kin v vic chng minh l khng ng phi lm th, hu nh mi ngi u bn bu vi nhng chng c."

Tm tr c th mt ch tm
Mt i s ch tm c th ni l tt c ca vic m rng nhn hng. V khng c mt ch no trong marketing li b lm bn n th. Cc cng ty nhn cc thng hiu t mt quan im kinh t. t c tnh hiu qu trong chi ph v s chp nhn trong thng mi, h thng mun chuyn mt thng hiu c quan tm cao hay mt thng hiu thay mt cho mt loi sn phm hay tng bng mt thng hiu khng c quan tm thay mt cho hai hoc nhiu loi sn phm hay tng.Hy nhn vo vic m rng nhn hng di quan im ca tm tr. Cng c nhiu bin th cho mt thng hiu, th tm tr cng mt i s ch tm ca n. Dn d ri mt thng hiu c khc bit ha tt nh Chevrolet s khng cn ngha g na c. Scott, thng hiu hng u v giy v sinh, m rng tn ca thng hiu thnh Scotties, Scotkins v Scott Towels. Tht mau chng, ch Scott trong vic mua sm khng cn ngha ng ca n na v Charmin ginh ly v tr hng u t . (Ni n nhiu hn trong chng 19.)

Mt vi thm d ng ch
Vi khong 70% sn phm mi c ra i di tn ca nhng thng hiu ang hin hu, bn s ngh l nhng cng ty ny phi c c nhng d kin h tr cho vic m rng nhn hng ca h. Nhng tic thay iu tri ngc li mi l ng. T Journal of Consumer Marketing ghi nhn mt thm d trn bnh din rng v nm th trng ln M v Anh. Cuc nghin cu thm d ny so snh th phn t c t nhng sn phm c pht hnh di tn ca mt thng hiu c sn vi th phn t c t nhng sn phm vi tn thng hiu mi. Th phn ny c o lng khi mt sn phm c tung ra th trng hai nm. Th phn ca nhng sn phm m rng nhn hng l thua km r rng so vi th phn ca nhng sn phm c pht hnh vi mt thng hiu mi. Havard Business Review n hnh mt nghin cu v vic m rng nhn hng. Nhng g h ghi nhn l vic m rng nhn hng lm suy yu hnh nh ca thng hiu v lm ri rm quan h thng mi. (Tai sao vic ny xy ra c ni n nhiu hn trong chng 19)

Sc mnh ca nhng nh chuyn nghip

Khi bn nghin cu nhng cuc chin marketing bn s thy thng l nhng tay chuyn nghip c khc bit ha tt l ginh c thng li. Sau y l mt vi tng v vic ti sao nhng nh chuyn nghip li thng to c n tng trong tm tr ca ngi tiu dng. Th nht, nhng nhng nh chuyn nghip c th ch ch tm vo mt sn phm, mt tin ch v mt thng ip. S ch tm ny gip cho ngi lm marketing c th c c im ng ch trong thng ip, iu ny nhanh chng thm nhp vo tm tr ca ngi tiu dng. Domino ch ch tm vo mt vic l giao hng n tn nh. Pizza Hut buc phi ni v nhng loi pizza khc bit ca h, v vic giao hng n nh v vic phc v ti ch. Mt v kh khc na ca mt nh chuyn nghip l kh nng c nhn bit nh mt chuyn gia hay l ci tt nht. Nu h ch lm mt th g , h phi lm th tt nht. Cui cng, mt tay chuyn nghip c th tr thnh c trng cho mt chng loi sn phm. Xerox tr thnh mt t c trng cho vic sao y trong Anh ng (lm n xerox cho ti vn bn ny). Federal Express tr thnh t c trng cho vic chuyn hng nhanh (ti s fedex n cho bn). Mc d cc nh lm lut ght iu ny, lm cho mt thng hiu thnh c trng l mt v kh li hi trong mi cuc chin marketing. Nhng l mt vic m ch c nhng tay chuyn nghip mi c kh nng hon tt. Mt hng tng hp khng th tr thnh c trng c.

CHNG 10

LN U TIN L MT TNG KHC BIT HA

Ginh ly mt ch trong tm tr vi mt tng mi hay mt tin ch l mt li kh to ln. l bi v, nh chng ta s xt n trong chng cui, tm tr khng thch thay i. Cc nh tm l hc xem iu ny nh l mt s k tha. Nhiu cuc th nghim cho thy s nh hng t nh kin. Hu ht mi ngi u quyt nh vi nh kin ca h. Cui cng : Ngi ta thng c bm vo nhng g m h c sn. Nu bn c gp g mt ai hn hn v mi mt so vi chng hay v ca bn th iu ny cng khng ng n mc lm cho bn tm n lut s n ra ta i phn chia ti sn v con ci. Vy nu bn c mt sn trn th trng trc, cc i th ca bn nu c gng bt chc theo bn th ch lm cho bn mnh ln thm trong tm tr ca ngi tiu dng m thi. t c mt ch trc trong tm tr ca ngi tiu dng l d hn vic c thuyt phc ngi ta rng bn c sn phm tt hn mt th m h c sn trc trong tm tr.

Nhng g u tin lun vn l u tin

Harvard l trng i hc u tin M v n vn c nhn bit nh mt th hng u. Tp ch Time vn l tp ch hng u so vi Newsweek. People trc hn US v Playboy lun c coi trng hn l Penthouse. Hewlett-Packard l hng u trong my in laser bn v Xerox trong my sao y. Danh sch ny cn di i vi tm tr, ci thc t rng h l nhng ngi u tin trong th h sn phm lun lm cho h khc bit vi nhng ngi i sau cn li. H c c mt thn phn c bit bi v h l nhng ngi ln n nh u tin. iu ny khin cho Evian, nc ung tinh khit ca Php, phi tiu tn 20 triu la hng nm nhc nh khch hng rng h l "nguyn thy".

Cng vy i vi nhng sn phm cng ngun gc

Sn phm ca Pioneer rt ging vi nhng ngi con c sinh ra trc nht -quyt on, nng ng v thng ch huy. Nhng sn phm khng phi l u tin trong chng loi ca chng - nh nhng a tr sinh sau - thng b xem l chiu di v phi ng u vi th t c thit lp. ( l l do khin cho nhng thng hiu sinh mun thng c khuyng hng xem mnh l mt sn phm tng t. H khc bit ha bng mt tng hay mt thuc tnh khng tranh ginh.) Nhng ngi ra i trc ln ln v bit h l "ln hn, mnh hn v khn ngoan hn nhng ngi sinh sau tr tui hn," tin s Franhk Sulloway ca hc vin k thut Massachusetts ni vy. Nhng ngi sinh trc cng ht sc ghen t v thc thn phn nn lun sn sng bo v ch ng ca h, Tin s Sulloway cng ni thm, bi v h tng thy ch ng ca h b xm chim bi nhng ngi mi m n sau. Sulloway, mt s gia khoa hc, ngi tng tri trong hai thp nin qua hn 2.000 nghin cu khc nhau v th t ra i v nhng tc ng ca n. Tin s Sulloway t nhnrng nhng ngi sinh trc -bt k n gii tnh, tng lp hay quc tch- t nh tnh ca h vi quyn lc v v vy h lun sn sng bo v tm mc thn phn ca mnh. V iu cng l tng t vi cc cng ty hay sn phm ra i trc.

Ti sao u tin gi c l u tin

Thin h vn ngh rng sn phm c trc l nguyn thy v nhng g i sau l theo ui. L nguyn thy c din dch nh l l hiu bit hn v chuyn ngh hn. l ti sao m Coke "Th tht" c chp nhn rng ri. ( l mt tng khng bao gi b gim gi tr.) Cc nghin cu cho thy l u tin trong th trng em n mt li kh th phn nh sn v lin tin trc cc sn phm i sau. N cng to p lc khin cho nhng sn phm n sau buc phi tm ra mt chin lc v th ha chuyn bit ring cho h. Nh trong trng hp ca Pepsi vi "s la chn ca th h mi."Nu Coke l nguyn thy, n r rng l mt th g c k hn. Pepsi lm cho nc ung ca h ngt hn v nhm n vi nhng ngi tr hn. cng l mt tng khc bit ha ng ch vi i tng mc tiu ca h. ( cng l mt tng khng th b gim gi tr.)

Khi nhng k th hai cht

Pepsi tm ra c mt cch khc bit. Nhng ai khng lm c iu ny him khi tn ti. Advil l loi thuc cha ibuprofen u tin bn t do. Trc ch c Motrin, nhng loi ny ch c bn theo toa ca bc s. Trn thc t, Advil t gii thiu n nh l mt th Motrin khng cn toa bc s. i vi cc i tng tim nng iu ny c ngha l mt loi thuc cao cp vi gi khng cao cp. Thng hiu th hai trong chng loi sn phm ny l Nuprin, th ba l Medipren. Nhng thng hiu ny khng th tm ra phng cch t khc bit vi Advil. Kt qu l chng mau chng bin mt trn th trng. Ngy nay, ch c Motrin IB l cn sng st vi doanh s t hn mt phn ba ca Advil. L do d Motrin c th lm c iu ny trong khi nhng thng hiu khc khng lm c l, d sao th n cng l loi thuc ibuprofen u tin ca th trng.

Li kh l c trng
Mt l do na khin cho nhng ci sinh trc gi vng c v th dn u ca chng l tn ca chng thng l c trng cho loi sn phm . Xerox, loi my sao y dng giy thng u tin tr thnh tn ca my sao y trn giy thng. Ngi M, d rngf c th h ang ng trc mt my Ricoh hay Sharp hay Kodak vn ni, "lm sao ti lm c mt bn Xerox y ?" H vn yu cu mt t Kleenex cho d trn hp giy ghi r rng Scott. H phc v cho bn Coke trong khi thc s h ch c Pepsi. C bao nhiu ngi hi mua bng cellophane thay v bng Scotch ? Khng bao nhiu u, nu khng mun ni l khng h c.Hu ht mi ngi vn thng dng thng hiu ni v mt sn phm, mt khi thng hiu l c trng nh Band-Aid, Formica, Velcro v.v Nu bn l ngi tung ra mt thng hiu u tin trong mt chng loi sn phm mi, bn lun nn chn mt t c th hot ng nh kiu c trng cho n. (Cc lut s s ngh vi bn theo cch ngc li, nhng h hiu bit c bao nhiu v marketing.)

n nhng tin xu
Nhng tng ln u tin v mi c th khi ng rt chm chp v cn nhiu thi gian c chp nhn trn th trng : My quay phim 35 mm cn n mt thi gian di t lc xut hin vo thp nin 20 cho n s thnh cng ca ngi Nht vo thp nin 60 (40 nm). L vi ba c pht minh ra vo nm 1946, nhng mi cho n thp nin 70 n mi c th trng chp nhn (30 nm). Vido c gii thiu ln u tin vo nm 1956, nhng mi cho n thp nin 70 chng mi c chp nhn trong th trng gia dng (20 nm). My tr li in thoi t ng c dng n rt t trong nhng nm cui ca thp nin 50, chng ch bng n tiu th vo gia nhng nm 80 (25 nm).

Tr chi trn vido bt u t nm 1972 nhng ch thc s bng pht vi Nintendo vo nm 1985 (30 nm). Trc khi loi bia nh thc s c chp nhn trn th trng, nhng ngi tin phong ny phi b ra mt thp nin hnh dung ra phi lm sao v th ha n. tng y l, khi bn l u tin bn phi sa son sn sng tr li trong th trng v khng cho mt th g i sau ginh mt tng ca bn.

Vn cn nhng tin xu
L u tin, cho d bn c tr li trn th trng lu di cng khng bo m s thnh cng cho bn. Hy xt qua nhng cu truyn ca nhng k theo ui ginh mt ch ng ca nhng ngi tin phong : Leica l ngi dn u trong th trng v cng ngh my quay 35 mm cho n khi ngi Nht bt chc theo cng ngh ca ngi c, ci tin n v h gi thnh. Ngi tin phong tht bi trong vic chng c v phi chp nhn vi v tr thp b hn. Reynolds v Eversharp l nhng ngi tin phong v bt bi vo nhng nm 40. Bic thm nhp th trng vi loi vit bi r v c th thay mc. Nhng ngi tin phong khng ng c ni. Digital Research pht trin u tin h thng iu hnh CP/M cho my vi tnh c nhn. H tng l tiu chun nhng khng lm g tip theo nng cp h thng iu hnh cho my tnh c nhn IBM ca h. Microsoft mua mt h thng nhi li c nng cp v tr thnh tiu chun mi ca th trng. Tip n l Windows va tt c nhng g sau ch cn l lch s. Diners Club l ngi pht hnh nhng th tn dng u tin trn th trng vo nm 1950. H khng c ti u t y trong mt th trng m ng vn l gi tr tin quyt. Ngy nay Visa c mt khp ni v khng cn thy bng dng caDiners. De Havilland ca Anh, l nh sn xut my bay phn lc u tin v cng l chic my bay phn lc b ri u tin. Boing theo sau vi nhng phn lc c ln hn, an ton hn, mnh m hn v khng b rt. Ai s l ngi ginh ly phn thng ? Sunshine Biscuits gii thiu loi bnh s c la Hydrox u tin trn th trng. Nabico tung ra loi bnh Oreo sau vo nm 1912. Phn phi v qung co siu vit cho kt qu. Oreo c coi l loi bnh s c la nguyn thy mc d n khng h l nh vy.

Danh sch nhng k thua cuc cn di, nhng bn nm c vn . L u tin ch mi l mt chuyn. Gi vng v tr u tin l mt vn khc na. iu ny i hi nhng n lc v nng lng khng l c th iu hnh ln sng . Gillette l ngi u tin v ngy nay h vn l ngi u tin. H lm c iu ny vi bit bao nhiu n lc pht minh v khng ngng nh bt nhng k thch thc n sau vi mt tng mi (nh Wilkinson vi tng khng g).Ngy hm nay Gillette chim 65% th phn li lam co ru trn ton th gii. Khng mt ai c th ginh ly vic kinh doanh ca h.

c cn n : Mt tng tt
Nhng ngi u tin thnh cng khng h c mt mnh li g. H ch da vo nhng tng tt. V ngc li, nhng ngi u tin tht bi da vo nhng tng t. R.J Reynold b ra c mt gia ti l ngi u tin sn xut loi thuc l khng khi. l mt l thuyt chng li cm gic thng thng. L thuyt ca h l thuc l khng khi s hp dn nhng ngi khng ht thuc. Bt hnh thay, nhng ngi khng ht thuc khng mua thuc l d cho n c khi hay khng. Ba trm hai mi lm triu la bay i cng vi khi trong cuc thm nhp th trng ng bun ca thuc l Premier. Nhng iu thuc ny va kh t, khng thnh tn (nhiu ngi ht thuc cng yu thch c ci vic c gt tn) va c mi chng hay ho g. Ngay chnh ng ch tch ca Reynolds cng b ghi nhn l ni nhng iu thuc ny c "mi nh c ch". Premier c th l loi thuc khng khi u tin, nhng thc s l mt tng kh kho. V ri li n Frosty Paws, loi kem u tin dnh cho cc ch ch cng. "N khng phi thc l kem, nhng cc ch ch cng ca bn s ngh th." Bi qung co gii thiu ni th. Nhng xin li, thc t s chng nghim. Phi chc chn l ch ch cng ca chng ta s n bt c nhng g m chng ta cho chng. Chng c thc s cn n mt loi kem hng nht ? V cn hn na, bn c mun i mua kem cho con ch cng ca bn hay khng ? L ngi u tin v mt tng di dt th vn l di dt. N s khng a bn n c u c.

Mt cu chuyn bun na
L u tin vi mt tng tuyt vi nu c th, nhng n cn phi l mt tng khc bit c th hot ng. Hy xt n v kch bun ca Rosen Motors, hng sn xut c thnh lp vo nm 1993 v ng ca vo nm 1997. Anh em nh Rosen l nhng con ngi y n tng. Harold l mt cu k s ca Hughes Electronics, ngi tin phong trong vic ch to cc v tinh quan st a l. Ben l ch tch ca Compaq v l mt huyn thoi trong ngnh cng nghip vi tnh c nhn. H b ra 24 triu la v ba nm n lc pht trin mt loi my xe vn hnh theo kiu xe la vi nhng bnh xe cha nng lng. H thng ny dung np nng lng c to thnh trong khi p thng v nh khi nng lng ny ra khi bnh xe chuyn ng nhanh dn, iu m ring ch my xe khng, khng th to thnh. Mt tng tuyt vi th nghim nhng l mt tng ti i vi ngnh sn xut xe Detroit. H khng th thay hn ton b mt h thng sn xut ch c th sn xut loi xe vi tng mi ny. Nhng nh sn xut xe chnh ca Detroit t chi tng mi ny ca anh em Rosen bi v h ang c sn nhng tng khc v cng ngh bnh nng lng ny khng ph hp vi k hoch ca h. H b p ra khi cuc chi vi ci ch l mt tng khc bit nhng khng th hot ng.

 ch l mt tng o vng.

Ci u tin b lng qun

Do qua mt vng trn cc trang vng tm ra mt ai c th lp t my lnh cho ngi nh ca bn, bn s thy nhng g nh Trane, Fedders, Carrier v nhiu ngi khc na u cam kt rng c th lm tt cng vic ny cho bn. Nu sbn n nhng cu ch ca nhng ngi ny bn s thy nhng g tng t nh "Hy th gin, l Rheem," hay "Lennox. Th t phi lo nht." "Kh hu trong nh dnh cho bn," "Mi trng l tng ca bn." H c thc l y nh nhau khng ? La chn duy nht ca bn l sang thm ngi hng xm bit xem ai thc hin vic ny cho ngi nh ca h. Nhng nu bn c mun stm hiu su thm v my lnh, bn s c bit l n c pht minh bi mt ngi n ng vo nm 1902. Rt t ngi bit tn ca ngi n ng ny bi v ng ta hu nh ch sng vi phng th nghim lun ci tin nhng pht minh ca ng ta. Tn ca ng l Willis Carrier. Co hi ca Carrier l y, dng n tnh k tha ca h v ti pht minh nhng my lnh ca h vi nhng mu m mi l. Thay v t gii thiu mnh l "Mt chng trai trong nh," h nn ngng li vic b qun qu kh ca h v t tch bit h ra vi cu, "chng ti l nhng ngi pht minh ra my lnh."

Ci u tin v sc khe
y l mt sn phm mi m "u tin" chng ta c th ngh l mt hy vng ht nhng g chnh lch. N c gi l Airborne, mt sn phm sc khe u tin c to ra chng li vi trng v vi rt trn khng. Airborne l mt loi vitamin dc tho phi hp ha hn s bo v cho nhng ngi bay thng xuyn trong khng kh khng lnh mnh cao trn 10.000 thc. Loi thuc vin mi ny c bn nhng tim thuc trong phi cng, nhm vo ni lo s c to thnh bi truyn thng : Nhng ngi du hnh ht th mi th vi trng c thi ra t nhng hnh khch khc trong bu khng kh cht chi v t tng ca khoang my bay. Nhng tc ng ca dc tho c th l mt tr lc cho Airborne, tng t nh nhng vinh quang c Holliwood.

Cu chuyn st nhp
Mt t chc gi l Cng nghip Kranson c chp nhn bi mt s t chc l nhng nh phn phi bao b. H khng phi l nhng cng ty sn xut bao b m l nhng cng ty chuyn cung cp gii php bao b cho nhng cng ty thc s khng cn n hng t bao b mt nm. Ch trong mt thi gian ngn, t chc ny tr thnh ln gp i nh phn phi bao b ln th hai v gp nm nhng nh phn phi bao b khc. H thc s sn sng tr thnh mt ci g khc bit. Kranson st nhp hai nh phn phi ln nht, Tricor v Braun, tr thnh Tricor & Braun, "nh phn phi siu vit nht trong ngnh cng nghip." T chc mi v rt ln ny c thun li cung cp tt hn, thit k tt hn v hiu bit hn trong vn gii quyt nhng bao b phc hp. H gii thiu thc th mi ny ca h trong mt cuc trnh din thng mi cng nghip ln v nh ngi iu hnh cao cp Richard Glassman bo co, "Chng ta thi bay nhng i th nh hn ca chng ta." L u tin v bn t ng s l khc bit. Nu bn c th tr vng li vi th trng v nh bt c nhng i th theo ui, bn s ht sc thnh cng.

L u tin trong sn vn
Mt m nhng ngi khn ngoan Austin, Texas thnh lp Garden.com, cng ty trn mng u tin v mt th vui c a thch nht M. V tht bt ng, th vui ny li l lm vn, mt ngnh cng nghip tr gi 46 t la. (Gp i ngnh cng nghip sch, ni m ngi yu du thng mi trn mng Amazon ang kim sot th trng.) Lm vn l mt ngnh cng nghip khp kn rt k. N l khu vc, l kh hu, l loi t. Nhng nhng ngi lm vn l nhng ngi y am m v giu c. Khng mt doanh nghip no trong ngnh ny chim c hn 1% th phn. gia nhng k nut tin trong thng mi in t, Garden.com l tri bt. c 500.000 ngi vo thm trang web ny v lu li hn na ting. Trang web nygii thiu 16.000 sn phm cc loi. Cng ty ny t n tr gi 51 triu d la v con d kin s tng thm 50 triu la tr gi na. Nh chng ta ni, tht tt c l ngi u tin.

Ci t thin u tin
Ngoi kia c n 500 hay hn th na nhng nh sn xut nc ung ng chai t nhng ngi khng l cho n nhng chng t hon (s ni n nhiu hn v ti ny trong chng 11). V ri c mt thng hiu mi ra i tn l Keeper Sprng, hng sn xut ny c mt tng khc bit tht ng ch : phi li nhun. Keeper Sprng l mt sn phm ca Tear of the Clouds L.L.C, mt t chc mi trng lm ra kim tin v mc tiu lm sch nhng ngun nc nhim. tng khc bit ha ca h c gii thiu trn tng chai nc mt : Mi li nhun u vo cho mi trng. H gii thiu sn phm ny ca h vi mt cu ch tuyt vi : "Sau mi mt ngm nc, bn lm tt cho mi trng cn hn hu ht cc chnh tr gia." Nh ng gim c ca cng ty qung co cho h ni, "chng ti c c im khc bit chnh r rng v chng ti s nhn mnh n im khc bit ny." Ni rt tt. B tt c li nhun to c ca bn ra lm vic thin chc chn l mt ngh bn c quyn r rng. V cng chc l l mt tng khng c ai mun nhi theo.

Ci u tin vay mn
L ngi u tin ca mt vng trn th gii khng ngn chn c mt ai s vay mn tng ny v tung n ra u tin mt vng khc trn th gii. Ging nh trong trng hp ca mt ngi n ng Ty Ban Nha. Fernandez Pujals, ngi trng thnh ti Fort Lauderdale, Florida, khng h xu h cht no khi vay mn tng giao hng tn nh ca

Domino. ng ta tr thnh mt tn tui ln, TelePizza, v vi 80.000 doanh thu tr thnh nh giao bnh Pizza tn nh ln nht Madrid. Ch trong mt thi gian khng n minm, TelePizza pht trin n 600 ca hng trn su nc v vng lnh th. Ci u tin vay mn ca ng ta nay c gi tr ln n 1,85 t la. Nh Thomas Edinson khuyn, "Hy to thnh thi quen lun quan st nhng tng mi v hp dn ca ngi khc p dng thnh cng." Ni cch khc, l u tin thng ch c ngha l chu quan st.

CHNG 11

S HU MT THUC TNH L MT CCH KHC BIT HA

T thuc tnh l mt t marketing c dng n rng ri nhng li khng thc s c hiu ng nh ngha ca n. V vy chng ta hy xt qua nhng nh ngha ca t ny trc khi bn v n su xa hn. Th nht, mt thuc tnh l mt hnh thc c th, phn bit v ring ca mt ngi hay mt s vt. Th n, ngi ta hay s vt l mt phc hp ca nhng thuc tnh. Mi mt con ngi l khc nhau trn ngha gii tnh, kch c, tr thng minh, k nng v s hp dn. Mi mt sn phm, da vo ging sn phm, cng c nhiu thuc tnh khc nhau. Mi mt ng kem nh rng chng hn, l khc vi nhng ng kem nh rng khc trn ngha nga su rng, nga ng vi, mi v, lm trng vmc lm ti mt hi th.

S hu mt thuc tnh
Ci lm cho mt con ngi, mt sn phm khc bit c nhn bit t mt trong nhng thuc tnh ny. Marilyn Monroe c bit n v s hp dn ca c. Kem nh sng Crest c bit n v tnh nga su rng. Marilyn c th rt thng minh nhng iu ny khng quan trng, ci lm cho c ta c bit chnh l sc p cht ngi ca c. Cng nh vy vi Crest, vic chng su rng l chnh vi n, c mi v th no vi Crest l khng quan trng. S hu mt thuc tnh chc chn l cch tt nht khc bit ha mt sn phm hay mt dch v. Nhng phi chc rng bn khng s hu cng mt thuc tnh hay v th m i th ca bn s hu. Bn cn phi c mt thuc tnh ring ca bn. Mt cng ty thng qu c gng bt chc theo ci ang dn u, "H phi bit nhng g l hiu qu," mt cch y duy l, "vy hy lm ci g tng t." y khng phi l mt ngh tt. Tt hn bn nn sn tm mt thuc tnh i nghch, iu cho php bn c th i u vi ngi i trc. im chnh y l i nghch -khng lm nhng g tng t. Coca-Cola l mt sn phm nguyn thy v vy n l la chn ca nhng ngi ln tui hn. Pepsi t v th ha mnh mt cch thnh cng nh mt la chn ca th h tr hn. Th gii ru bourbon b thng tr bi hai ngi hng u l Jim Beam v Jack Daniel's. V vy Maker's Mark a ra mt huc tnh lm cho mi lc nh b hn ca h thnh hp dn hn, "c lm th cng khin cho ru bourbon ca chng ti c mi v du dng v m i." Bi Crest s hu thuc tnh chng su rng nn cc loi kem nh rng khc loi b thuc tnh ny v nhy vo vi nhng thuc tnh khc nh mi v, lm trng, lm mt hi th v mi gn y l vi baking soda. Nu bn khng phi l ngi dn u th trng, cu ch ca bn cn phi c ch tp trung gn v hp hn. V quan trng hn na, cu ch ca bn cn phi ph hp vi chng loi sn phm ca bn. Khng mt ai c th chen chn vo .

Tp trung l mt cha kha

Nhng thuc tnh hiu qu lun n gin v nh hng vo tin ch. Khng cn bit sn phm ca bn l phc tp ra sao, nhu cu ca th trng l a dng ra sao, tt nht l ch tp trung vo mt t hay mt tin ch ch khng phi hai hay ba, bn ri eo cng vo chng. S khc bit r rng m Pepsi lun c trc Coca-Cola l s nh hng vo gii tr ca n. Nu Pepsi tr thnh trung tnh vi mt cu ch nh "nim vui ca cola," n s mt i im khc bit ca n. y, vic ny cng to ra mt phn ng dy chuyn. Nu bn thit lp c mt tin ch mnh m thc s, cc i tng tim nng thng s t to ra thm nhng tin ch khc na cho bn. Mt loi nc st spaghetti "c hn" c ngha l cht lng hn, dinh dng hn, gi tr hn v cn na Mt chic xe "an ton hn" cng ng ngha l kiu dng tt hn, k thut tt hn. D c l kt qu ca mt chng trnh c suy tnh hay khng, hu ht nhng cng ty thnh cng (hay thng hiu) l nhng ci "lm ch mt t" trong tm tr ca ngi tiu dng. Phn tip theo s a bn i qua vi nhng t nh vy hay cuc chin v thuc tnh trong chn th trng.

Nhng thuc tnh khng c to ra cn bng

Mt s thuc tnh l quan trng i vi khch hng hn l nhng ci khc. Bn phi c gng c c mt thuc tnh quan trng nht. Chng su rng l mt thuc tnh quan trng nht i vi cc loi kem nh rng. l mt th ng s hu. Nhng ci m chng ta gi l lut ca tnh ring bit ch ra rng mt khi mt thuc tnh l s hu ca i th ca bn, thuc tnh coi nh khng cn. Bn buc phi tm n vi nhng thuc tnh km gi tr hn v sng cn vi mt phn chia nh b hn trong chng loi sn phm . Cng vic ca bn l tm ra v nm ly mt thuc tnh khc bit, lm tng gi tr ca thuc tnh ln v t tng trng phn chia ca bn. l trng hp ca th trng xe hi i nm trc y, Detroit b xm chim trwocs tin l t c ri n Nht vi mt thuc tnh mi l.

Nhng thuc tnh ca xe hi

nhiu nm, Detroit chi phi th gii xe hi vi nhng thuc tnh nh "ln", "mnh m" v "tin nghi". V ri Volkswagen xut hin vi chic xe "nh" u tin l "tit kim", "ng tin" v "xu". Detroit ci v t nh, "Nc M mun nhng chic xe ln v p . Chng ti c nhng nghin cu xc nh iu ny." V ri fn ngi Nht vi nhng chic xe nh b nhng p hn ca h. Detroit khng cn ci c na khi 1.348.046 chic xe nh c bn ra M trong nm 1997. Bn mi phn trm ca tng s ny l n t c v Nht. Nu bn nghin cu v ging sn phm xe hi, bn s thy rng nhng thng hiu mnh nht u s hu nhng thuc tnh quan trng :

Nhng thng hiu nh Chevrolet, Nissan, Mercury v Oldsmobile l nhng thng hiu yu hn v h khng tp trung v khng s hu mt thuc tnh.

Khng b qua mt thuc tnh no

Gillette khng bao gi ci vo nhng thuc tnh mi i nghch vi nhng sn phm hin hnh ca h. S chi phi ca nh sn xut dao co ru s mt th gii xoay quanh loi co ru k thut cao v nhng h thng np li lam ca h. Khi mt nh sn xut mi pht ln Php a ra mt thuc tnh i nghch mi cho chng loi sn phm ny di hnh thc dng mt ln. Gillette c th ci v trng ra nhng nghin cu thm d ca h v vic ngi M mun nhng loi dao co k thut cao, t tin v bn. Nhng h khng lm nh vy. Thay v vy Gillette nghin cu v tung ra th trng loi co ru dng mt ln ca h gi l Good News. Bng cch chi ph hn hn, Gillette hon ton c kh nng ginh phn thng trong cuc chin ca nhng th dng mt ln. Ngy nay, loi co ru Good News hon ton chi phi chng loi sn phm co ru dng mt ln, loi sn phm lon mnh v chi phi ton vic kinh doanh cc loi dao co. Lun l l : Bn khng th no d on c phn chia ca nhng thuc tnh mi, bi vy ch bao gi vi ci chng.

Nhng thuc tnh trong th tn dng

Visa chi phi th gii th tn dng vi vic lm ch thuc tnh c mt " mi ni." Ngy nay h thng lnh 53% ci th trng 1160 t la giao dch bng th tn dng hng nm. H ln gn nh gp i th phn th tn dng ca cc ngn hng khc. Vn ca MasterCard h khng lm ch mt thuc tnh no ca ring h, h ch c gng hnh x cho ging vi Visa (sai lm ln). Nu Visa l " mi ni" trong nhng qung co th gii du lch y ho quang th MasterCard nn tp trung vo thuc tnh "dng hng ngy". H nn tr thnh loi th tn dng "trn cc ng ph chnh" nhng ni nh tim tp ha hay trm xng. (Tht ng ci khi hin nay American Express ang y mnh tng ny.) Khng lm ch mt thuc tnh khc bit l mt bi hc t gi cho MasterCard.

Nhng thuc tnh trong vic bn l

Khng c mt trn chin no l cay nghit nh trn chin tp phm, ni m cc h thng siu th ln ang tm mi cch nh ln nhau. Nhng nh phn phi no c mt thuc tnh khc bit ang lm tt cng vic ca h. Nhng ngi khng c th ang kh khn. Chui siu th ln nht v r rng khiu khch nht l Wal-Mart. Thuc tnh ca h l ht sc trc tip : Gi thp hng ngy. V h c tim lc cng nh cng ngh c th h tr cho thuc tnh ny. Target, phn cc tr gi 21 t l ca Dayton Hudson b i hnh nh gim gi khng hp dn ca h v thay bng gi r. Thuc tnh khc bit ha ca h c th c miu t nh "ph hp vi mi tng lp." V h c nhng qung co vi nhng sn phm thit k bt mt h tr cho tng ny. Ames c mt hot ng thng mi 4 t la sng st mt cch ngon mc bng cch tp trung vo nhm khch hng thp hn l Wal-Mart nhm n. C th miu t thuc tnh ca h l "ph hp vi khng ai c." lm mnh thm khi nim ny h bn gim gi v tr chm cho ngi lao ng, ngi gi v nhng ngi ni ting. H mnh v vi si tng hp. Caldor l mt chui 140 ca hng ln vng ng Bc. H khng c mt thuc tnh khc bit no c. H cht v c mai tng vo u nm 1999. Nh chng ti ni u cun sch ny, khc bit hay l cht.

Thuc tnh trong thc n nhanh

Burger King khng thnh cng khi h vay mn thuc tnh "nhanh" ca McDonald's. Vy l ra Burger King nn lm g ? Dng mt thuc tnh i nghch ? Mt thuc tnh i nghch chnh xc nh "chm" khng th em li iu g hay ho cho mt ca hng thc n nhanh (mc d c mt yu t v s chm ri trong khi nim "c theo cch ca bn" ca Burger King.) Ch cn do qua mt vng quanh cc nh hng ca McDonald's cng tm ra mt thuc tnh khc na m h s hu : "tr em". y qu l mt ch tr em dn cha m ca chng vo v McDonald's cng c phn n ring minh chng cho iu ny. iu ny t ra mt c hi c gii thch sng ng trong cuc chin ca Coke v Pepsi. Nu McDonald's s hu thuc tnh tr em th c hi cho Burger King l v th ha cho s ng nhng ngi ln tui, bao gm c nhng a tr khng mun b xem l tr em. iu ny s hiu qu i vi mi ai t mi tui tr ln. (khng phi l mt th trng qu t.) to iu kin cho khi nim ny hot ng, Burger King cn phi hy sinh cc tr em nh cho McDonald's. Trong khi iu ny c th c ngha l phi b di mt s phn n, n li cho php Burger King treo thuc tnh "vng tr em" vo c McDonald (xem chng 20 v s hy sinh). a c khi nim ny vo tm tr ca cc i tng tim nng, Burger King cn n mt cm t. N c th l "ln ln". Ln ln cng vi hng v trn la hng ca Burger King.

Nhng thuc tnh trong nc ung

Ngay c nhng sn phm thng thng nh l nc cng c th khc bit ha vi mt thuc tnh. Trong khi nc ung c th b xem nh mt th ng chn nhng n thc s l mt th thng dng nng bng trn chn th trng. Ring M, tng mi lc ca nc ung l 12 t lt. (Nc ngt l 58 t lt). i vi cc nh marketing, l vng lng khi thin h bng lng b tin ra mua khng g ht m ch l nc. Bi vy khng c g l bt ng khii mt cuc chin n ra trn khp th gii ch v nc ung. B chng hn, bn c cu chuyn ca Bru, mt loi nc khong xut x t dy ni

Ardennes. l chuyn bit, ngun ca loi nc ny l thung lng AmbeEve trn dy Ardennes, mt vng mi trng c bo v.

Sodium thp Argentina

Argentina loi nc ng chai s mt l Villavicenco, mt loi nc bng tan trn ni chim khong 30% th phn. Mt loi nc bng tan ng chai khc l ECO chim khong 10% th phn. c th vn ln trc loi nc ang dn u trn th trng, ECO cn phi tm ra mt cch khc bit ha h v cho ngi tiu dng mt l do a chung loi nc ca h. Nhn qua nhn hiu trn chai nc h tm ra im l khc bit. Ngun nc ca Villacienco c cha sodium cao hn hn so vi ngun nc ca ECO (272mg so vi 10,4 mg trn mt chai 1,5 lt). Cn ng quan tm hn na l liu lng sodium trong nc ca ECO l hon ton ph hp vi khuyn co ca Hip hi tim M v liu lng sodium thu np vo c th. Thuc tnh sodium thp ca ECO cho h kh nng t v th ha nh mt loi "nc bng tan sodium thp". Lc ny h c c mt ngh bn c quyn khng nhng cho h thm sc mnh m cn l khc bit na.

Dng nhng thuc tnh tiu cc

Treo thuc tnh "vng tr em" ln c McDonald's hay "sodium cao" ln u Villacenco l nhng v d v vic gn mt thuc tnh tiu cc cho i th cnh tranh ca bn. Vic ny c th l mt cch ht sc hiu qu nu r thuc tnh ca bn. Chng ta gi l ti v th ha i th. Scope lm iu ny bng cch treo thuc tnh "v d" cho Listerine tr thnh loi nc sc ming "v ngon". (Qu l d dng.) BMW lm iu ny vi Mercedes Benz khi 3a ra so snh sau y : C\Loi my ngi tuyt vi chng li loi my li tuyt vi. Bng cch ti v th ha Mercedes nh mt phng khc di ng trn bnh xe, h nhanh chng c kh nng t gn cho mnh mt thuc tnh v tnh d iu khin. Nu bn c th treo mt thuc tnh tiu cc ln c i th ca mnh trn con ng lm cho mnh l khc bit, bn c mt chng trnh hnh ng hiu qu gp i.

Khng c mu New Jersey

C nhng thi gian bn to ra mt thuc tnh. Nh trong trng hp ca trung tm y t v bnh vin Englewood New Jersey tm ra cch khc bit ha h vi 82 bnh vin khc vng ba tiu bang chung quanh New Y ork. H sng to ra mt thuc tnh gi l "phu thut khng c mu." iu ny c bt u vi vic phc v cho nhng ngi ca Nim tin Jehovah, nhng ngi t chi vic truyn mu v tn ngng ca h. V mt khi k thut v th thut hnh thnh, vic qung ba thuc tnh ny khng ch hp dn phn on mc tiu nhng ngi ca Nim tin Jehovah nm cn c nhiu ngi khc na. (C ai li thch b mt mu u.) i tin phong v s hu ly thuc tnh "phu thut v iu tr khng c mu" l kt qu ca mt tng khc bit ha. Cc bnh nhn t hai mi hai tiu bang v mi nc khc du hnh n Englewood c cha tr v ci m h thy l khc bit ln trong cch gii phu c thc hnh y.

Ln hn Massachusetts
i vi cc vin bo tng, bn khng bao gi ngh l "ln hn" li l mt thuc tnh tt hn. Hn na, thuc tnh ny c th bt bn phi b ra nhiu ngy i khp cc hnh lang d ln ln mt s vin bo tng. Nhng vi ngh thut ng i, kch thc c th l vn y. Nhng ngh phm ny c th ni l khng l. Ta ca tc phm c thc hin vo nm 1981 ca Robert Rauschenberg khng h l khoa trng qu ng mt cht no : Bc tranh 1/4 dm hay 2 f lng (f lng = 1/8 dm). Hu ht cc phng trng by u khng dm m n vic trin lm con qui vt ny. i vo vin bo tng ngh thut ng i Massachusetts khu Backshire ca North Adam. Mt phng trng by c kch thc ca mt sn bng v trn cao n 13 thc, MoCA t khc bit ha mt cch t ho nh l mt trung tm ngh thut ln nht nc M. (N c th l ln nht th gii na.) H ly u ra mt khng gian nh vy. Vin bo tng ny c dng ln t nn mt nh my phc hp hoang ph rng hn 7 mu. Su ta nh c dng ln y to thnh mt phng trng by v nh ht rng 70.000 thc vung.

n gin Massachusetts
C nhng lc bn c th nhn ly li th t mi trng ca mt chng loi sn phm trn con ng tm kim mt thuc tnh. Nh trong trng hp ca th gii mng k thut cao khi nhng cng ty mun lp mt mng li ni b cho t chc ca h hay gia h v khch hng ca h. lm c cng vic phc tp ny h cn n nhng chuyn gia v rt nhiu tin ca. Mt cng ty tn l IntraNetics ra i vi mt cng ngh phn fmm cho php mt cng ty nhanh chng hon thnh cng nh nng cp h thng mng ca h v ni mng vi khch hng cng nh i tc ca h. H c th t khc bit mnh l "Cui cng, mt cch n gin thnh lp mt mng ni b y sc mnh." Trong mt th gii phc tp, s lun t hiu qu nu bn c th t gii thiu vi thuc tnh n gin.

"L xanh" c l mt khc bit

Cui cng th t thn mi trng khng th sao ? Trong nhng thi gian mn cm vi mi trng, nhiu ngi nhn n tnh "l xanh" nh mt thuc tnh l khc bit. Nhng cn c nhng im lut php trong vn ny. Cuc tranh lun tr thnh c nh hng. Mt nhm nhng hc gi v kinh doanh cho vic l xanh l ng gi. H cho rng cc cng ty c th gia tng li nhun nu h t ra nhng mc tiu mi trng y tham vng. Mt nhm khc li cho l mc tiu ca cc cng ty l nhng c phn ca h v phc v mi trng l khng thc t. chng ti trnh by cho cc bn nhng hng dn v vic l mn cm vi mi trng nh mt thuc tnh l khc bit :

1. Cuc kinh doanh cn phi tm hay to ra mt ham mun c tr tin cho cht lng mi trng trong khch hng. 2. Cuc kinh doanh cn phi thit lp nhng thng tin ng tin cy v nhng thuc tnh mi trng trong sn phm. 3. S to thnh ca h phi c kh nng chng li vic bt chc t cc i th.& Ni cch khc, bn phi c mt cng vic ca ring bn. Quan im ca chng ta l nh vy, cc cng ty nn l nhng cng dn tt v tm cch da vo t khc bit ha.

CHNG 12

TNH DN U L MT CCH KHC BIT HA

Tnh dn u l mt cch mnh m nht khc bit ha mt thng hiu. L do l l mt cch trc tip nht thit lp nhng kh nng ca mt thng hiu. V nhng kh nng ny l nhng ci bn thm vo bo m nhng cng nng ca thng hiu ca bn. V cng lc, khi bn c c nhng kh nng v tnh dn u, cc i tng tim nng ca bn hu nh s tin tng vo bt c nhng g m bn ni v thng hiu ca bn (bi v bn l ngi dn u).

Tm l dn u
Con ngi thng hay nh ng nhng g "to ln" vi thnh cng, a v v tnh lnh o. Chng ta tn trng v ngng m nhng g to ln nht. Trong cun Quan st Tm tr : Ti sao Ngi ta li Hnh x theo Cch m h Lm , cc nh Tm l Hans v Michael Eysenck tng thut li mt nghin cu ni ting. Mt ngi n ng tn l ng England c gii thiu vi mt s lp ca nhng sinh vin trn khp nc M. ng c gii thiu vi nhng sinh vin ny nh l "mt sinh vin ca Cambridge" hay "gio s England ca Cambridge". Sau cc sinh vin c yu cu d on v chiu cao ca ngi n ng ny. Nh ng England leo ln t a v mt sinh vin thnh mt gio s, ng ny c cho l cao hn so vi thc t n 12 phn trong con mt ca cc sinh vin. "S to ln" cng c li hn trong tin bc. Mt nghin cu thm d v nhng sinh vin nam tt nghip cho thy nhng ngi cao ln thng c hng mc lng khi u trung bnh cao hn nhng ngi thp di 1,8m, 12%. Cng vy i vi th gii kinh doanh, ni m chiu cao c o lng bng mi lc v th phn.

Lm ch mt chng loi sn phm

Nhng ngi dn u y sc mnh thng c th s hu cm t th v cho mt chng loi sn phm. Bn c th trc nghim s vng vng ca tnh dn u vi mt trc nghim lin h t. Nu nhng t c a ra l my tnh, my sao y, s s la v cola, nhng t thng c kin h n nht s l IBM, Xerox. Hershey's v

Coke.
Mt ngi dn u nhy bn s i mt bc xa hn cng c v th ca h. Heinz s hu t st c. Nhng Heinz cn tip tc c lp mt thuc tnh quan trng ca st c. "Loi st c chm nht min ty" l cch m Heinz ni n thuc tnh c ca st. Vic s hu t "chm" gip cho Heinz gi c 50% tng th phn.

ng e s phi ln li
Bt k n nhng im ni n v sc mnh ca vic c nhn bit l lnh o, chng ta tip tc vi nhng ngi dn u khng mun ni n s dn u ca h. Cu tr li ca nhng ngi ny v vic t chi nhng g ng l ca h thng l nh nhau : Chng ti khng mun ln li. Mt ngi dn u khng mun ni n tnh dn u ca h l mt iu tt p nht i vi cc i th ca h. Mt khi bn n lc tro ln c mt nh cao, tt nht l nn cm li mt cy c v chp ly mt vi bc hnh vi cy c . Hn na, bn lun c th tm ra mt cch thc s d thng ni v tnh dn u ca mnh. Mt trong nhng cu ch c tnh dn u hp dn khng phi l "Nhng u t trung thnh. Ni m 12 triu nh u t t nim tin" sao. Nu bn khng ginh ly nhng tin ch thc s l ca mnh, mt ai ngay sau lng bn s tm ra cch ginh ly ci thc s l ca bn. Nu bn cn h nghi v iu ny, hy xem qua cu truyn tip sau.

Hai ngi dn u t Brazil

nhiu nm, hai loi bia hng u ca Brazil vn l Antartica v Brahma. Antartica l s mt v Brahma theo st sau ui l s hai. Ri Brahma bt u mt chin dch qung co ginh ly ngi s mt (loi cerveja s mt). H t thm cc im bn ca h nhng bn tay vi ngn tr a ln vi hm h l s mt. Nhng y mi l s bt ng. Khi h bt u cng cuc lt ny, Antartica vn l s mt nhng khng mt ai thc s bit iu ny bi v h khng cm ln cy c hng u ca h. V khi mi vic an bi, ai s l ngi s mt ? Chnh l Brahma c xem l s mt. L do l : Khi ngi ta ngh l h ang khng ung mt loi bia hng u, ho xoay sang vi Brahma v iu sy ra l mt th khng tht tr thnh tht. Lun l y l : khi ngi ta l nhng ngi chiu di, h mua nhng g thuc v chiu trn. Nhng trong cu chuyn ny c mt kt thc c hu, l khi Antartica v Brahma hp nht vi nhau. By gi h c th cng nhau ni h u l s mt.

Loi dn u ca chng ta
Hertz khng h xu h v vic l dn u. H l mt v d c in v gi ly v tr dn u trong th trng mt cch y ngha v lun ti mi trong sut nhiu nm di. Thng ip ca h ngy nay l, "Hertz, v khng l."Nh Brian Kennedy, ph gim c iu hnh marketing v bn hng, ni : " ngha nm ng sau qung co "v khng l" nhm phn bit chng ti vi cc i th." Ci ny l ci sau cng ca mt dy nhng cch khc bit ha m Hertz dng din t tnh dn u ca h. Vo nhng bui bnh minh ca ngnh kinh doanh cho thu xe, c nhng ngi i my bay v " Hertzt t bn vo ch cm li." Cng vi vic tr thnh hng u h bn rn vi vic tng thm dch v, "Ngi ln nht s lm c nhiu hn. Ch vy mi ng." Nm 1975 khi O.J. Simpson qua li nh thoi a gia cc phi trng. Anh ta l "siu sao vi vic thu mt chic xe." V l Hertz. Nhng bin tu sau ca tng ny l "cch s mt thu mt chic xe" v "ni nhng ngi chin thng thu." Khi Hertz nhm vo nhng khc du lch v nhng ngi kinh doanh, cu ch ca h tr thnh "s mt cho mi ngi" v "nhng bnh xe ca chu M."

Qu n iu ? Nhiu thp nin bn hng lm cho M chu yu ci : tnh dn u. Cng n iu khi m ngy hm nay Herzt c tng thu nhp l 2,3 t la, 500.000 xe trn 140 nc v chim 39% tng th phn ton cu.

Nhng hnh thc khc bit ca tnh dn u

Tnh dn u c nhiu hnh thc khc nhau, bt c hnh thc no cng c th l mt cch khc bit ha mt cch hiu qu. Sau ay l mt s hnh thc khc bit ha vi tnh dn u : -

Dn u trong bn hng. Chin lc thng c dng nht ca cc ngi dn u l thng bo h bn hng tt th no. Toyota Camry l chic xe c bn ra nhiu nht M. Nhng nhng hng khc cng c th ginh ly v tr bn hng hng u ny bng nhng cch khc. Lincohn l chic xe sang trng c bn nhiu nht. Chrysler l chic xe gia nh c bn nhiu nht. Ford Explorer l chic xe th thao bn chy nht. Cch tip cn ny l hiu qu v ngi ta thng mua nhng g m ngi khc mua. Cng ngh dn u. Mt s cng ty vi thm nin t ph k thut c th dng hnh thc nyc tnh d u nh mt yu t khc bit ha. o, Lenzing khng phi l nh sn xut si quang hc c bn nhiu nht nhng h l "hng u ca th gii trong cng ngh cp do." H i tin phong trong nhiu t ph cng ngh trong si quang mi v ci tin. Cincinnati, mt nh sn xut my tn Milacron l ngi "dn u th gii trong cng ngh sn xut." H c nhiu loi my p nha v ct gt nht. Hnh thc tnh dn u ny l hiu qu bi v ngi ta b n tng vi nhng cng ty pht trin cng ngh mi. Cng nng dn u. Nhng cng ty khng c sn phm bn chy nht nhng l sn phm a cng dng nht cng c th dng yu t ny nh mt cch tch bit nnh ra khi nhng i th khc. Silicon Graphics l mt cng ty nh vy. H dng nhng siu my tnh Gray, nhng h thng lm vic hnh nh lm cho nhng hiu qu c bit kiu Holliwood ca h tr thnh hin thc. V kt qu l h l ngi dn u th gii trong nhng cng dng ca my tnh. iu ny cng hiu qu bi v cc cng ty giu c thng mun nhng g tt nht, ngay c khi h khng cn n. Tnh dn u l mt b phng

Tnh d u l mt bi phng tuyt vi t k ra vic bn lm g tr thnh s mt. Nh chng ta ni, ngi ta s tin vo bt c g m bn ni mt khi bn c nhn bit l ngi dn u. Hy xt qua cu truyn ca kem Dreyer's Grand. y l mt cng ty c hai thng hiu : Dreyer's pha ty dy Rockies v Edy's pha ng dy Rockies. (Chng oc t tn theo hai ngi sng lp ca cng ty, William Dreyer v Joseph Edy.) Hai thng hiu ny lm cho h tr thnh nh sn xut kem hng u ca M, l mt tng khc bit ha vi tnh dn u v mi lc. Nhng ci lm cho h l c nht, hay l s mt l phng thc giao hng n cc ca hng ca h. Khng nh cc i th chnh ca h, h c nhng se chuyn dng ring v nhng chuyn gia trong vic giao v sp xp kem cho nhng ca hng bn l. Qu trnh ny cho php h khng cn n nhng t kem thng thng v bo m rng kem ca h lun ti mi. L thuyt ca h l : Cn phi quan tm ln lm ra loi kem tuyt. Cu chuyn dn u ca h, cng vi cu chuyn giao hng trc tip ca h to ra mt l l hp l v thuyt phc cng nh cch h lm ra loi "kem c a chung nht nc M."

Sc mnh ca tnh dn u
Ci lm cho mt cng ty mnh khong phi l sn phm hay dch v ca h. Sc mnh ca Hertz l v th d u ca h ch khong phi cht lng ca dch v cho thu xe. li vi nh cao l d dng hn vic t n . Bn c th gi tn ra mt cng ty lt c ci ang dn u ? Crest lm c vic ny vi kem nh rng, xin cm n nhng chng thc ca Hip hi Nha khoa M. (Ma mai thay khi Colgate ginh li v tr hng u vi loi kem nh rng dit khun Total ca h.) Duracell lm iu ny vi pin, cm n "alkaline". Budweiser lm vi bia v Marlboro vi thuc l. Nhng qu tht l vic tng t him khi xy ra. Mt thm d vi 25 thng hiu d u t nm 1923 minh chng cho iu ny. Ngy nay 21 trn 25 thng hiu ny vn l nhng k hng u. Ba l hng nh v mt l hng nm. Ngay c nhng thay i v th hng cng khng thng xy ra. Nu marketing l mt cuc ua nga, n l mt cng vic y cht chc. T nh th chin n nay, ch c mt thay i trong ba th hng dn u ca ngnh cng nghip xe hi. Nm 1950, Ford vt qua mt Chrysler ginh ly v tr th hai. V cho n nay th t vn l General Motor, Ford v ri Chrysler nh hnh thnh t ngy . Ci cng nhc ca mt cuc ua marketing, ci cng thng buc cc cng ty hay thng hiu phi tr li vi v th ca h nm ny qua nm khc cng cng lc ghi nhn tm quan trng ca vic cng c mt v th tt hng u. Ci thin v th ca bn c th l kh khn, nhng mt khi bn lm c, vic gi c v th mi li tr nn d dng. Mt khi bn ln c n nh, hy chc rng chn th trng phi nhn bit iu . C qu nhiu cng ty qu quen thuc v th dn u ca h v khng bao gi lm dng chng. iu ny c ngha l lun cnh ca m ra cho i th, nhng mt khi c c may hy ng ngay cnh ca li trc mi i th.

Loi ko bng dn u ?
Mi chng loi sn phm u phi c mt ngi hng u, nhng khng phi ngi dn u no cng c nhn bit. Hy xt th trng hp ca loi ko bng chng hn. Bn tng thy chng, tng n chng t nht l vi ln trong i bn. Nhng nu chng ti hi bn , ai l ngi lm ra loi ko bng bn chy nht th gii, bn s khng th c mt manh mi no c th tr li. Nu chng ti ni vi bn rng c mt cng ty ko bng c mi lc gp i nhng i th theo st sau lng h trn th trng, bn s c n tng i cht. Trn thc t, cng ty ny bn cc loi ko bng ca h trn 170 nc trn khp th gii s lm cho bn n tng hn cht na. H sn xut ra hn 20 triu cy ko bng trong mt ngy v tng sn lng nm ca h c th xp di vng quanh tri t n 12 ln s cng lm bn n tng hn na, Tn ca cng ty ny l Chupa Chups, bn c th tm ra h Barcelona, Ty Ban Nha. Bn thy , s khc bit ca mt cht tnh dn u c th lm c nhng g.

CHNG 13

K THA L MT TNG KHC BIT

Trong chng 9 chng ta ni n vic tm tr l khng vng vng. Bt c mt chin lc no c th gip cho ngi ta vt qua c tnh khng vng vng ny u l mt chin lc tt. Tnh k tha c sc mnh lm cho sn phm ca bn ni bt ln. N c th l mt tng khc bit y sc mnh bi c c tm quan trng tm l t nhin khi c mt lch s lu i, iu lm cho ngi ta vng tm trong la chn ca h. Khi chng ti bt u nghin cu xem ti sao li nh vy, chng ti cho rng mt khi c mt lu di nh vy mt cng ty phi bit r h ang lm g. Ngi ta hnh dung rng h chc chn phi lm mt ci g ng. Nhng khng ging vi nhng nc nh Trung Quc hay Nht Bn, ni m ngi ln tui hn c trn trng, nn vn ha ca ngi M li c e s nhng g l gi ci. Mi ngi y u mun h l tr trung. Gi v khn ngoan ng ngha vi li thi, vi ci qua.

Tm l k tha
Khi chng ti hi tin s Carol Moog ti sao k tha l c ngha, nh tm l hc v ngi tiu dng ny a ra nhng nhn xt sau : Tm quan trng tm l ca tnh k tha c th n t sc mnh ca vic l mt thnh phn ca mt chui lin tc s bo m lin h mt thc th vi quyn c sng, vi mt lch s m mt thc th chuyn ch theo t qu kh sng ng, qua khi ci cht v n vi th h tip theo. S lin quan l c tnh bt t. Khng c ngha v s k tha, v t tin, ngi ta s cm thy b c n, b ri, v cm v c lp. Khng c lin h vi qu kh s khng th lin h n tng lai. Nhn mnh vo tnh k tha, c ngha l vo tnh lin tc, vo s chng li ci cht v l mt phn ca ging chy ng i. Bao bc nhng cng ty hay sn phm vi loi truyn thng gia nh ny cho php ngi ta cng tc vi nhng lin h y sc mnh vi cuc sng khng ngng tr. Tnh lin tc l st nhp v thu np. Thin h tr nn to ln hn, cuc sng tin trin. Khi nhng thc th, nh nhng cng ty, c tnh k tha b nut mt, b xa b - h nh mt s tin tng, b ri nhng ngi tin tng vo s lin h ny, to ra tnh th ng v bp nght cm tnh. Bt tn, hoi nghi v th r rng l khng th kch thch c mi lc.& V cn na, tt c nhng g m bn mun bit v tnh k tha nhng e ngi hi.

Mt thay th ca tnh dn u
Mt cch nhn khc vi phng cch tip cn ny l, mt khi bn c mt lu di cng em li cho cc i tng tim nng ci cm gic rng bn l ngi hng u trong ngnh ngh. Nu khng l ln nht th cng l lu i nht. Khng l lng g khi nhng nh marketing ph din tnh truyn thng v vn ha ca h ni vi bn rng h khc bit ra sao. Vo nm 1919, mt cy dng cm Steinway c m t trong qung co nh "mt nhc c ca nhng ngi bt t." V mi gn y, Cross xng tng nhng cy vit ca h l "c in, khng sai st, t nm 1846." Sotheby's, nh bn u gi ni ting, c mt th k tt p hn bng cch nhn mnh rng h c mt t nm 1744. Glenlivet Scotch t v th ha h nh "cha ca mi loi Scotch, vi giy php c cp t nm 1823 cho php sn xut v ng chai ru whiskey la mch trong vng Highlands." Budweiser t nhn bia ca h nh "bia c in ca M t nm 1876." Mt s trong nhng thng hiu trn l hng u trong chng loi snphm ca h, mt s l khng phi. Nhng tt c u c v ht sc n tng v khc bit.

em tnh k tha vo tng lai

Truyn thng khng l khng , mt nh bo v kinh t vit. "Cc cng ty loi trong nhng nm gn y to ra nhng chin thut marketing mi trn ln truyn thng tiu dng vi s tin b ht l sc trng yu thnh cng tip tc." Wells Fargo ca chuyn pht nhanh Pony l mt hng xe nga chuyn ch khch vo lc khi u, ly tng truyn thng v lm cho n ph hp vi hin i bng cch ni, "Nhanh t . Nhanh lc ny." S khc bit l nhng xe nga ca ngy du hnh vi tc ca nh sng trong nhng ngy ny qua cc mng vi tnh hin i. L.L. Bean lm si ni nhng vi cun biu mu, ln mng v gii thiu qun o ph n - trong khi vn gn gi mt cch cn trng hnh nh NewEngland c knh ca h. Pht ngn nhn ca h ni, "Chng ti ly cm hng t c in v a chng n vi nhng th h mi." S thnh cng khng ngng ca Tabasco trong ngnh kinh doanh st cay l mt v d ca s cn bng trong vic t ho vi tnh k tha v nhn v pha trc. Qung co ca h l mt s kt hp gia nhng sn phm xa xa v nhng sn phm mi trong cc t ph k thut ca ngnh ngh. "C mi loi hnh ng cn bng cn n trong marketing." Ch tch cng ty, ng Paul C.P. McIlhenny ni vy. "Lch s nc M c hng ng nhng cu chuyn v nhng cng ty khng th thay i cho ph hp vi hin trng ca th trng," Robert Sobel, ging vin lch s kinh doanh ca trng i hc Hofstra ni. "S nguy him y l khi mt ch tch ca mt cng ty pht biu, `cha ti bt u vic kinh doanh vi sn phm ny v l mt tng i trong tm tr ca ng, chng ta s khng qun iu ny mt khi ti cn y.' V d nhin l bn nm sau, ngi ny khng cn ngi ch na. Nu bn coi thng qu kh. Bn s tht bi."

Tnh k tha trong chnh tr v lut php

Hy xem qua trng hp thnh cng nhanh chng ca ng George W. Bush trong cng v ng c vin tng thng. ng l mt ngi "bo th c lng trc n" Texas. Vy mt ngi bo th c lng trc n chnh xc l g ? Khng ai dm chc chn v vic ny. Nhng g m h c th chc chn l George W. c tnh k tha tng thng. (ng ta ngay c trng rt ging vi ngi cha cu tng thng ca ng.) ng ny bt u vi mt tnh k tha lm cho ng khc bit hn vi nhng ng vin khc. Nhng cng ty lut Riscasi & Davis v Trantolo & Trantolo New England l hai v d r rt v tnh k tha marketing trong ging sn phm ny. C hai cng ty ny u c nhng lin h mt thit vi nhng th h qua v dng nhng lin h ny mt cch hiu qu khc bit ha h vi cc cng ty lut khc. Trantolo & Trantolo dng qung co mt cch ht sc hiu qu ni v nhng ngi Trantolo nhp c u tin v s bo v ca

h cho nhng gia nh nhp c yu th ca h. Cuc v th ha ca cng ty lut ny da trn c hai v th lch s -phc v lu di cho cng ng v phc v nhng ngi yu th- h dng tng "chin u v ngi yu th" nh mt cch lin h vi qu kh ca h.

Tnh k tha gin tip

Khng bao gi l qu mun ni v cu chuyn k tha ca bn. Nh trong trng hp ca Franzia. l mt li ru c bn ra di dng nhng thng nm lt vi vi x ru. cng l mt loi ru vi mt tnh k tha l lng v t c bit ch va mi c gii thiu M. Sau y l cu chuyn k tha ca mt thng hiu mi nhanh chng c truyn ming : BC\Teresa Franzia;cNgi n b nh b i tin phong trong ngnh kinh doanh ru M Ch cao c 1,45 m, ngi n b n t Italia ny c mt vai tr to ln trong mt ngnh m nay l mt ngnh kinh doanh v cng bo b. B n San Francisco vo nm 1900 v nh c trong mt trang tri thung lng trung tm ca California. B v gia nh khi s trng nho trn mt mnh t mu m m cho n ngy nay vn l mnh t tt nht trong vng. Sau khi lnh cm ru c bi b. Teresa quyt nh s lm ru vi nho ca trang tri ca mnh. B mn 10.000 la ca A.P. Giovanni, ngi sng lp ca Ngn hng M chu (Bank of America) m ra xng ru ca mnh. B giao mt na mn n ny cho con gi v chng ca c, ng Ernest Gallo. Phn cn li ch l chuyn gia nh. Vi s khi u ny, b tr thnh ngi tin phong ca ngnh kinh doanh ru M. Cuc kinh doanh ca Franzia v cng l ca con r ca b, Ernest Gallo, ngy nay chim 50% tng sn lng ru sn xut ra ti M.& Cu chuyn ny lm cho mt loi ru thng thng tr thnh mt loi ru c bit vi tnh k tha c o. Lun l y l : Khng bao gi l qu mun k v cu chuyn gia nh ca bn. (Vi iu kin phi l mt cu chuyn ng ch .)

DDB v tnh k tha gin tip

DDB Worldwide Communications l mt cng ty qung co ln, mt cng ty ni nghip ca Doyle Dane Bernbach, mt t chc m nhiu ngi cho l sng to ra ngnh qung co hin i. (Chng ta bn n Bill Bernbach chng 5.) DDB c thnh lp vo nm 1949. DDB u t vo ngy sinh nht th nm mi ca t chc ca h nh mt cch nh bng ting tm v tch bit khi v s i th cnh tranh. Nh The Newyork Times a tin, trng vn phng Keith Reinhard ni, "Chng ti c i li di sn ca Bernbach. Tnh k tha ca DDB l mt tnh hp php ca thng hiu m chng ti phi c." Vic c gng k tha gin tip l mt tng tt, nhng n khng g b c vn cn bn l s k tha ny l t mt ci tn mt t lu. Nh mt ngi ni n cng trong bi bo ny, "Sai lm t hi nht l h i tn sau khi st nhp. N cng tng t nh vic i tn ca mt ci g nh Coca-Cola vy." C th l qu tr, Keith . Ti sn ca Bill Bernbach c mai tng cng vi ci tn ca vn phng qung co ca ng.

Tnh k tha cp nht

C nhng lc m bn phi thay i c th sng cn. Nh trong trng hp ca Greenbrier danh ting, khch sn v khu ngh mt 222 tui ca West Virginia. Nhng ng hc ca khch sn danh ting mun thm mt casino trong khch sn ca h vi hy vng tip tc li ko c nhng khch hng trong danh sch A n vi h. Phng nh bc ca h c xy dng theo m hnh ca khch sn Hermitage Monte Carlo. Ch tch khch sn, ng Ted Kleisner ni khch sn ca h cn phi c thm phng nh bc gi c tnh cnh tranh hay s ng u vi ri ro b coi l "li mt nh th c b khc na".

Tnh k tha a phng

Mt trong nhng nhn t quan trng khc cu tnh k tha l ni bn xut thn. Nu bn bn vt ka v bn n t Nga, bn chc chn c mt cu chuyn hay m k. Nu bn bn my tnh v bn n t M, bn c sn mt li th to ln. Nu bn bn xe v bn n t Nam T, bn ang c vn phin toi. (Nam T khng cn hin hu) L do khin cho vic bn xut thn t u tr thnh mt vn quan trng l v cc nc c th c khc bit ha bng nhng sn phm ca chng. Trong nhiu nm qua, nhiu nc c bit n nh cc sn phm ca h. Nh l kt qu, mt sn phm nguyn thy ca mt nc t ng c dnh cho mt s nhng cng nng c bit. Nu loi sn phm ny xut x t th chng phi l tt. V ngc li, nu chng l t y th chng phi d hn. Sau y l mt danh sch nhng nhng nc m mt loi sn phm c hng tnh k tha a phng t :

Vn y l trnh i nhng ci by kiu Nam T, hay vic n t nhng a phng m bn khng c c s h tr no cho nhng n lc ca bn m cn lm xu i cho chng na.

K thut cao t Argentina ?

Nh trong trng hp mt sn phm cng ngh cao m tnh k tha ca n li l t mt nc c bit n v tht b ca n ch khng phi nhng con bn dn. Cng ty c gi l Multiscan v h sn xut my c m vch. Trn thc t, h trn con ng gy dng tnh dn u ca h trong loi my c m vch ny. Li khuyn ca chng ti l h nn dng tnh dn u ca h trong loi my c m vch lm mt yu t khc bit ha. Chng ti hi h, ni no Argentina c th lm cho ngi ta tin l c th dn u ngnh cng ngh cao. May mn thay cng ty ny c mt vn phng M v h bng lng che du i ngun gc thc ca h. Multiscan chuyn tr s chnh ca h n M v by gi h c c tnh k tha a phng ng n thng tin cng vi n, iu oc chng t l ht sc thnh cng trong ngnh kinh doanh cng ngh cao.

Tnh k tha chng cnh tranh

Cng c nhng lc m bn c th dng tnh k tha ca i th cnh tranh chng li h. l trng hp ca Stolichnaya nhiu nm trc khi h tung ra mt qung co ni :

Hu ht cc loi vt ka M nhn ging nh ca Nga Stolichnaya th khc, n l Nga.

Nhng khi Stolichnaya ngng li khng dng n tnh k tha nh mt yu t khc bit ha na, Absolut ginh ly v th dn u trong cc loi vt ka cao cp. Cm gic thng thng v quan im lch s trong trng hp ny l chin lc duy nht m Stolichnaya nn p dng l theo ui tnh k tha ca h. H nn x dng mt li th t thc t : Absolut c sn xut t mt cng ty ru vt ka ca Thy in. H nn ti v th ha Absolut vi ni m n xut x, Thy in, trong khi dng n li th t tnh k tha Nga nguyn thy ca h. Qung co m h nn dng s c u nh sau : C\Absolut Thy in chng li Absolute Nga Vt ka Thy in c v khng c ngon nh vt ka ca Nga. Mi ngi u bit vt ka ca Nga mi l th thit. Trong cuc chin r rng gia P&G v Wal-Mart, nh bn l khng l vi thng hiu x bng git ring tn Sam's American Choice c sn xut i u vi Tide ca P&G. Trong khi P&G c v khng l g n loi x bng c gi thp hn 25 n 30% so vi sn phm ca h nhng h cng nn sn sng h l ra ci tin l x bng ca Wal-Mart c sn xut bi Huish Detergent Inc. Bn c th tin tng vo mt cng ty tn gi l Huish cho vic git gi ca bn hay khng ? Kh lng.

Thnh cng ca ngi Php

L'Oral l mt nh ha phm trang im ln ca Php dng tnh tha k a phng ca h c nhiu thp nin pht trin ln mnh mt cach bng n. B mt ca h l dng tnh tha k a phng nh mt cch n vi nhiu nn vn ha khc nhau vi v vn loi sn phm ca h. Cho d l h bn loi lch lm ca ngi , loi khn ngoan ca ngi New Y ork hay l ci p ca ngi Php vi cc loi sn phm ca h, h vn t n mt tng lp rng ri nhng con ngi bt k n mc thu nhp hay nn vn ha ca nhng ngi ny. Nh tp ch Business Week a tin, "Trong khi cc cng ty tm cch ng nht ha ha cc sn phm ca h vi lm cho chng ph hp vi nhiu nn vn ha khc nhau, gim c iu hnh Owen Jones li a cc sn phm ca L'Oreal i theo chiu ngc li. ng ny mun cc sn phm ca cng ty phi mang nt nguyn thy ca a phng, lm cho iu m cc nh marketing bc thy u cho l mt yu t thu hp tr thnh mt c tnh khn ngoan trong marketing." Trong khi L'Oreal Maybelline c th l mt sn phm ngoi M, nhng Thng Hi ci thc t sn phm ny n t M lm cho n d tiu th hn. (V ht sc khc bit.)

Tnh k tha gia nh

Trong mt th gii m chng ta nhn thy nhng ci ln cng lc cng ln hn, mt cch hiu qu tch bit mnh ra khi m ng l yn vi mt cuc kinh doanh c tnh gia nh. Trong khi thu quan v cc th h tip ni khng lm cho vic ny lun l d dng, n c th l mt khi nim y sc mnh nu mt gia nh c th lun on kt vi nhau.

Thin h thng c cm gic gn gi vi mt cuc kinh doanh c tnh gia nh hn l vi nhng i cng ty lnh lng, v cm v khng c tnh thuc quyn s hu ca mt i qun nhng ch c phn tham lam. Nhng thnh vin trong mt gia nh c th cng tham lam nh vy. Nhng nhng g xy ra trong gia nh h thng khng b loan tin rng ri trn cc phng tin truyn thng nn cc vic tham lam ny c khp kn pha sau cnh ca ca gia nh. Mt cuc kinh doanh gia nh cng c tin l s quan tm n sn phm ca h hn l n cc gi tr c phn ca h. H cng c ghi nhn l ha hp vi cng ng hn bi h thng l ngi c sinh ra a phng m cng ty ca h c thnh lp. Chng ti cng pht hin ra rng cc cng ty gia nh thng i x vi nhn vin ca h nh nhng ngi trong gia tc. H c ci cm gic l ln ln cng vi nhau. Khng mt cng ty no biu l nhng iu trn r nt nh mt cng ty gia nh tr gi mt t la tn Rich's Frozen Foods. Tnh s hu gia nh ca h l mt khc bit c th. iu ny cng vi kch c ca h l im so snh vi cc cng ty c phn ln khc, nhng i th chnh ca h. H minh nh s khc bit ny bng cch ni rng "chng ti quan tm n cc khch hng ca chng ti theo cch m ch mt gia nh mi c th." H cng nu ln quan im rng trong th gii cnh tranh ngy nay ch mt cng ty gia nh mi c c v th tt hn phc v khch hng ca h. Nhng l do n gin : H khng phi lo phin v cc c ng, li nhun cng nh th trng chng khon. Mi nng lng m h c u dn c cho sn phm. V ci l l thc t v tuyt vi gii thch ti sao tnh k tha gia nh lm cho h khng ch khc bit m cn tt hn.

Tnh k tha nhn vt ca vng

Mt thng nghip bn l gia nh ca a phng c th tr thnh mt phn quan trng ca cng ng. Nh cu chuyn ca Troast Vision & Hearing Center Ridgewood, New Jersey, mt vng ngoi ca New Y ork. Ngi tc trng ca gia nh ny, ng Robert C. Troast, ngwi ginh danh hiu nh nhn hc quc gia trong nm trc y gii thch v iu ny theo cch sau : "Khi ti bt u cuc kinh doanh, ti khng bao gi mong l n s tr thnh mt cng cuc kinh doanh mang tnh gia nh. Quan tm chnh ca ti lc ch l cung cp s chm sc c cht lng cho nhng ngi hng xm ca ti. By gi, 47 nm sau, chng ti tr thnh mt im mc ca a phng. Qu l c g c bit khi c l mt phn ca cng ng. Rt nhiu bnh nhn ca ti v ti vn cn nh. Rt nhiu ln khi mt ai mi bc vo, ti hon ton bit r cha m ca ngi , cc cu, c d, ch ca anh ta. Trong mt s trng hp, cc con ca chng ln ln cng vi nhau v by gi li n cc chu ni, ngoi ca chng ti." Ni n cc con, con trai Ron ca ng v nng du Karen by gi l nhng ngi iu hnh vic kinh doanh ca gia nh. H l thnh vin ca Phng Thng Mi a phng, ca hi ng nh th v gii th thao a phng. Tt c nhng iu ny chc chn lm cho h khc bit. V h hot ng tuyt vi di bng ca nhng bc tng ca nhng siu th chung quanh.

Mt nhn vt
Mt cch ng ch c c mt thng hiu c tnh k tha l vi mt nhn vt lm cho thng hiu tr thnh hng nht. ng khng l xanh ca Jolly Green. i t Sanders ca KFC. V Charlie c ng ca Star-Kist. Nhng nhn vt ny lm cho cc thng hiu khc bit. Khng nghi ng g l c nhng nhn vt li thi v phi thay i bn phn. Ngi khng l ca Jolly Green phi thc gic vc trn lng nhng loi rau qu ng lnh v ng hp. ng Peanut ca Planter chuyn thnh mt ngi bn hng rong d mn nh mt lin h vi qu kh. Nh David Yale, tng qun l ca Planter, ni trn t New Y ork Times, "Nhn vt tr thnh mt im chnh ni v cht lng, mi v v thnh hi hc d tch bit chng ti ra vi nhng loi u phng khc." Mt hc sinh to thnh ng Peanut. em ng tr li nhc nh ni hoi nh trong nhng khch hng c tui v l hng pht trin cho nhng phong cch tr trung sau ny trong gii tr. Mi th gi khng th no tr li, ch khc i m thi.

CHNG 14

SN PHM C BIT L MT TNG KHC BIT HA

Thin h thng b n tng vi nhng ai chuyn tm vo mt hot ng hay sn phm no c bit. H s nhn nhn nhng ngi ny nh nhng chuyn gia trong lnh vc. V l nhng chuyn gia h c coi l c hiu bit v kinh nghim hn bnh thng. Khng c g ng ngc nhin khi bn chp nhn nh ngha sau ca t chuyn gia, "mt ngi c nhiu kin thc v hiu bit trong mt mi trng c bit." V ngc li, mt nh sn xut tng hp him khi c coi l chuyn gia trong nhng mi trng m h th thch, bt k h lm tt n u. Cm gic thng thng ni vi cc i tng tim nng l khng mt ai, mt cng ty no c th l chuyn gia trong mi th.

S yu km ca cc tn tui ln
Nhng nh tng hp a thch General Electric, mc d tn tui ca h l to ln, h li thc yu trn th trng. Hy xt th trng hp ca Kraft, mt nh sn xut thc phm ln. Khi tn tui ny oc a ra i chi vi nhng thng hiu chuyn nghip s khng th xy ra nhng g tt p. Trong th trng st mayonaise, Hellmann ln mnh hn nhiu. Trong th trng nc ct rau qu, Smuckers l hn hn v m tc th h khng th mnh bng ngi Php. May mn cho Kraft l h c c mt s thng hiu chuyn nghip ca ring h. Trn thc t, thng hiu ln nht ca Kraft li t c ngi ta bit n l mt sn phm ca h. l ph mt kem Philadelphia, mc d c tn ca Kraft trn bao b nhng ngi ta t khi nhn bit. i vi hu ht mi ngi l mt sn phm cai Philadelphia.

Bn l cng tng t
Trong ngnh cng nghip bn l, iu m cc nh bn l lo lng trong nhng ngy ny l g ? Nhng ca hng tng hp. Ca hng tng hp l mt ni bn mi th.. l mt cng thc ca thm ha bi rt kh m khc bit ha mt ni chn ca "mi th." Bit bao nhng ca hng tng hp phi cng b ph sn nh Campeau, L.J. Hooker v.v Vn cn nhng ca hng tng hp khc khng h b nh hng cht no, nhng iu ny vn cho thy l tht kh khn cho nhng loi ca hng tng t. Chui ca hng tng hp Interstate cng i n tnh trng ph sn. V v vy cng ty ny lng nh s sch ti chnh ca h v quyt nh ch ch tm n mt chng loi sn phm vn cn em li li nhun cho h m thi, l chi. V v h ch ch tm n chi nn h quyt nh i tn thnh Toys "R" Us. Ngy nay, Toys "R" Us chim lnh 20% th trng chi trn c nc. Nh chng ti vit trc y, nhiu chui ca hng t thay i thnh cng theo m hnh Toys "R" Us : mt ch tm hp vi tr lng su. Trn th trng bn l ni chung, nhng thnh cng ln thuc v nhng nh chuyn mn : -

The Limited. Qun o lm vic ph n cao cp. The Gap. Qun o bnh dn cho nhng ai c tm hn tr. Benetton. Qun o c tng v len cho nhng ngi tn thi. Victoria's Secret. lt hp dn. Foot Locker. Giy th thao. Banana Republic. Qun o bnh dn.

(Khi mt hng sn xut y phc vi mt ci tn nh Banana Republic c th thnh cng, bn phi thy l chng ta ang sng trong mt thi k ca nhng nh chuyn nghip.)

Cc nh chuyn nghip c v kh
Mt khi s khc bit ha c ch trong u ca ngi tiu dng, nhng nh chuyn nghip c c v kh m h c th dng s hu trc im c bit ca h trong tm tr. H c th ch tm vo mt sn phm, mt tin ch v mt thng ip. l trng hp ca ngnh kinh doanh pin khi Duracell ch t trng tm vo mt loi pin alkaline m thi. Eveready, mt nh tng hp, cng c loi pin ny trong chng loi sn phm ca h nhng h khng chuyn nghip ha vi loi pin ny. Duracell ly c mt ci tn hay, chim quyn u tin vi thuc tnh "lu bn" (long lasting) v vt ln vi cng cuc kinh doanh ca h. Ngay c nhng con th Energizer ca Eveready cng khng th cn ng ca mt tay chuyn nghip, nay l ngi dn u trn th trng. (Theo nhng s liu sau cng th ngay c ngi hng ba Ray-O-Vac lc ny cng ang ln ng ca nhng con th.)

Tr thnh chuyn gia

Mt nh chuyn nghip c c hi c xem l mt chuyn gia, mt yu t l khc bit. Trong ngnh t vn v mi trng, c rt nhiu t chc, ln cng nh nh, v tt c cng lm tt mt loi cng vic y nh nhau. Mt cng ty Boston gi l ENSR n vi th trng vi mt chuyn bit duy nht : n lc ph hp vi mi trng. Ni cch khc, khi mt hp ng kinh doanh hay bt ng sn quc t c k kt, ENSR s ngh dng ngun lc ton cu ca h lng gi nhng yu t mi trng ca tha thun . im c bit ny khng ch lm cho h khc bit vi cc i th cnh tranh m cn to iu kin cho h nhn li v gii quyt nhng vn m cng vic ca h pht hin ra.

Gic m ca mt nh xut bn
Ngoi tr khi bn l mt ngi am m xe hi, bn chc chn s cha bao gi nghe ni ti mt nguyt san tn l Tin xe hi Hemmings. Nhng tp ch ny c th l mt thnh cng chuyn nghip c bit trong ngnh xut bn, ni m mt chuyn bit ca ngnh ngh l mt yu t khc bit c th . Hemmings bn ra 260.000 n bn hng thng, thu nhp 20 triu la hng nm. Mt n bn dy 800 trang v chen c vi 20.000 qung co, cung cp mi loi t ci mm bnh xe ca Ford T (55 la) cho n ca mt chic Rolls-Royce i 1932 (650.000 d la). Phn chnh ca tp ch ny l nhng qung co trng en nh c tr trc bng chi phiu hay th tn dng. Phn vn bn l rt t. B phn bn hng cng nh b.

Terry Ehrich, ch ca mt trong nhng con b sa pht hnh ny ni tp ch ny l ch nam cho nhng nh su tp v chi xe. "Ti ch l mt g ni nga di kh trn lng mt con tun m," ng ni. Mt con nga bt ng l mt tng khc bit tuyt vi.

Tr thnh c trng
Mt v kh quan trng cho mt nh chuyn nghip, nh bn n, l tr thnh c trng cho mt loi sn phm. l khi m thng hiu ca bn tr thnh tn gi ca mt sn phm hay chng loi sn phm. Gatorade l mt nh chuyn nghip y sc mnh t c n mc trong cc loi thc ung th thao. Trong khi qu l kh khn l mt Xerox trong loi my sao y hay mt Scotch trong bng t, nhng nh n\chuyn nghip vn c mt c may t n ci nh cao nht trong s thnh cng ca thng hiu.

Nhng tin xu
Mt nh chuyn nghip thnh cng phi lun l chuyn nghip. Bn khng th pht trin thm mt cuc kinh doanh no khc bi iu ny s nhn chm ci nhn thc c l chuyn nghip ca bn. (S ni n nhiu hn trong chng 19.) Cc nh phu thut tim hiu r iu ny. H s khng quyt nh i theo vic thay u gi ch v l mt ngnh kinh doanh ln. Phn ln cc nh marketing khng thch b tri buc vo vi ch mt ngnh kinh doanh hay c phm. H mun c l tht nhiu th nh h c th. iu m h khng suy l ra l khi m h bt u tr thnh mt th g khc l h m rng cnh ca cho nhng cng ty khc tr thnh chuyn nghip. Heinz l mt nh chuyn nghip v rau qu ngm, v ri h tr thnh mt nh sn xut st c chua. Ngy nay h gn nh phi ra khi ngnh rau qu ngm m th trng ang b chi phi bi Vlasic v Mt. Olive. Volkswagen tng l mt nh chuyn nghip trong loi xe hi nh. V ri h tr thnh ln hn, nhanh hn v gii thr hn. Ngy hm nay ngi Nht v ngi M kim sot th trng xe hi nh ny. Scott l mt loi vi s mt ca M, v ri h li tr thnh nh sn xut cc loi giy khc nhau. Ngy nay Charmin l ngi dn u trong th trng vi si.

Chc chn vi th tiu khin ca cp lnh o

Magna International l mt nh chuyn nghip, chuyn cung cp nhng phn ri cho nhng nh sn xut xe hi hng u. H c nhng khch hng ln nh Chrysler, Ford, Jeep, Doge, Chevrolet, Mercedes v Cadillac. Mi lc ca h ln n 6 t la nm. H l nhng ngi i u trong mt hng pht trin ca ngnh cng nghip xe hi vi nhng nh cung cp nhng phn ri phc tp khng ngng tng trng. Nhng ch tch ca cng ty ny, ng Frank Stronach, cn l mt c ng vin ca mn ua nga v lm ch mt n nga ua ln n vi trm con. Khng c g ng ngc nhin khi cng ty ny bng nhin sn xut thm nhng sn phm khng hon ton l th mnh ca h nh chung xut pht California's Santa Anita. Lc ny, ng ny mun chuyn t vic sn xut thit b xe hi sang sn xut chung xut pht nga v tham gia vo cc hot ng c cc th thao. R rng l s c nhiu c ng ca cng ty ny khng my thch th vi quyt nh ny. D on ca chng ti l : khng c g lo ngi.

Ni ng nh s vic l
ng cho l mi ngi u bit, ai thc s l ngi chuyn nghip trong mt ngnh sn phm. Mt trong nhng iu m chng ti khuyn bn l nn t v th ha nh "mt nh chuyn nghip (trong bt c ngnh g)." Hu ht mi ngi u mun bit v nhng tin tc loi ny bi ngi ta thng mun bit ai c xem l chuyn gia trong mt ngnh ngh no . Vy nu l mt th g m bn lm, hy lm cho ngi ta bit l bn ang lm iu . Nh trong trng hp ca Subaru trc y, mt cng ty sn xut xe hi Nht ang c nhng vn ca n. V khi George Muller tr thnh ch tch vo nm 1993, ng ny t ra hai cu hi : "Chng ta lm ci g tt ?" v "Tnh cch ca chng ta l g ?" Cu tr li l, Cng ngh xe hai cu v tnh cch khng r rng. Ngay lc v ri sau ny ng ny quyt nh s ch ch tm vo im c th ny v, nh ng ta ni : "Chng ti cam kt vi nhau l s ch bn loi xe hai cu t khc bit ha vi Toyota v Honda." V trong cc qung co ca h, h t ho thng bo l h khng sn xut cc loi xe, khng chuyn ch vo mt loi xe no khc ngoi loi hai cu. N lc ny lm chuyn hng hn mt cng ty "ti cng vy" ang sa st mi lc (mi lc ca h gim n 60%). H khng cht bi bit dng mt im c th t khc bit ha.

CHNG 15

C A CHUNG L MT TNG KHC BIT HA

Kinh nghim ca chng ta cho thy ngi ta thng khng bit h mun ci g. (Vy ti sao li hi h ?) Rt nhiu ln, ngi ta mua nhng g m ngi ta ngh l nn c. H cng tng t nhng con cu buc phi i theo n ca chng. C phi hu ht mi ngi u cn n mt chic xe hai cu khng ? (Khng.) Nu h mua ti sao h li khng c bit n ? L do chnh ca li hnh x ny l v tnh khng vng vng, mt ti m rt nhiu nh khoa hc vit n.

Theo n
Robert Cialdini vit mt phn ng ch trong mt tc phm v vic ti sao ngi ta li i theo n. ng ta ni v "nguyn tc ca s c x hi chp nhn", mt nguyn tc tc ng mnh n li hnh x ca con ngi trong x hi. Nguyn tc ny chi phi khin cho chng ta nhn nh ci g l ng bng cch tm n nhng g m ngi khc cho l ng. Nguyn tc ny nh hng c bit n cch chng ta quyt nh ci g l nhng hnh x ng. Chng ta nhn nhng hnh vi c cho l ng trng mt trng hp no theo mc m ta nhn ngi khc hnh ng trong trng hp . p lc ny khin cho chng ta nhn mt hnh ng l ph hp mt khi nhng ngi khc lm iu v chng l hon ton bnh thng. Nh mt quy lut, chng ta s t mc sai lm hn bng cch hnh x ph hp vi x hi thay v lm ngc li. Thng th, khi nhiu ngi lm mt iu g , th iu phi l mt iu ng lm.

Chng c x hi
H tr cho vic "nhng g m ngi khc ngh l ng" chnh l nhng g c a chung. V iu lm cho ci c a chung l mt chin lc hiu qu l v n n di rt nhiu hnh thc. Tylenol l loi thuc gim au s mt M xy dng vic kinh doanh ca h chung quanh thc t l l loi thuc gim au c ci bnh vin a chung. Nike, loi giy th thao s mt, cng thnh cng trong vic kinh doanh nh thc t l nhiu vn ng vin hng u a chung loi giy sneaker ca h. (Cho d l h tr tin cho nhng nh th thao ny.) Lexus, loi xe hng sang, xy dng vic kinh doanh ca h chung quanh nhng thm d ca J.D. Powers v nhng a chung ng hi lng ca ngi tiu dng. Science Diet, mt loi thc phm cho mo v ch cao cp, l ci m "cc th y cho vt nui ca h n." Ngi ta, cc hc vin , cc phng tin truyn thng v cc nghin cu -bn t tn cho chng v cc cng ty dng chng. Nu chng c tnh xc thc, chng c c may tch bit bn khi cc i th cnh tranh ca bn. Tch bit l mt vn ln vi vic hot ng trn mng, ni m bn d b chm ln trong bit bao la chn. Gi s rng bn c nh mua thc phm cho con ch cng ca bn thng qua mng. H thng d tm s a bn n vi Pets.com, Petsmart.com v Petstore.com. V khi bn vo thm nhng trang web ny, chng c v ht sc tng t vi nhau. C ba ci u c t chc v trnh by theo cng mt kiu, tho li vt nui vi v s sn phm cng vi gi tin km theo. Nhng mt trong ba web site c mt v kh tc ng n bn. iu u tin m bn nhn thy l trn u trang ca Petstore. Com c mt bng mu vi dng ch, "hi vin c quyn, Hip hi Bnh vin Th y M." Hip hi ny a danh xng ca h ln mng. (Cho d bn c th khng h bit n hip hi ny, n vn c c mt dng v xc thc.) l mt n ng i theo.

Nhng cn ma v nc Anh
Khng mt ai hiu r hn v nhng ci d bng ngi Anh. Loi d no l loi tt nht trong chng loi sn phm ny ? l mt vn cn gy tranh ci, d Brigg. Loi d ny c tng thng bng tnh bo m ca hong gia, loi d c cung cp cho cc ng hong ca x Gan. Nu bn thch th c vung vy mt chic d ging nh th ca hng t Charles hay John Steed "ngi tr hn" bn s phi tr gi cho n. D Brigg c bn ra vi gi t 200 cho n 800 ty theo loi. Trong khi hu ht mi ngi u cho rng nhng ngi ca hong gai khng bit c bao nhiu v d, nhng chc chn l h c th tr tin cho nhng g tt nht. Th l qu cho h.

Bia Chi L
T chc Heineken m ra mt nh my bia mi Chi L v h gii thiu mt loi bia mi tn Becker. Chin lc ca h l cung cp mt loi bia cao cp vi mtj gi c th chp nhn, cng tng t nh loi bia hng u th trng a phng, bia Crystal. Nh cc bn c th d kin, vic thm nhp th trng ny ca h phi ng u vi s chng c mnh lit ca cc thng hiu bia a phng. Nhng sau khi m vic an by, nghin cu thm d cho thy, nhng ngi tiu th c thu nhp cao thng chung thng hiu Becker. Nhng ngi hn thng mt loi bia c cht lng quc t. Nhng ngi c th chi ph cho bt c li bia na m h thch. Li khuyn ca chng ti l hy dng s a chung ny nh mt cch khc bit ha vi phn on th trng cao cp ny v nhng ai thch th c l mt thnh phn trong nhm ny. S a chung ny c miu t mt cch n gin : Becker l "c a chung bi nhng ngi c th thng thc s khc bit." V ai li khng ngh l mnh c th thng thc ci c a chung ?

Khng c nhn qu mt ci c a chung no

Charles Schwab tung ra mt ci c th gi l mt chin lc c a chung c bit trong mt n lc lm r ai l nh chng khon hng u trn mng. Trong mt qung co ba trang c ng trn nht bo Wall Street h ghi nhn tnh dn u ca h bng nhng thng tin c lp sau :

Tp ch Money xp hng Schwab. Com l nh chng khon hng u trn mng qua cc tiu chun -"d ng dng" v "sn phm v cng c" c xp hng nm sao. Money cng t Schwab.com l hng u i vi cc nh u t chuyn nghip cng nh nhng nh u t giu c. Tp ch Smart Money xp hng u cho Schwab.com trong thng mi trn mng, "Schwab bao gm nhiu loi u t c bn hn hn cc i th." PC World chn Schwab cho gii thng "Hng quc t" v Trang web chng khon tt nht v ghi nhn, "Schwab l v vua khng th tranh ci ca cc nh chng khon trn mng."& V cn nhiu na Nu bn vn cho l cha , h cn lit k ra nhng th hng c xp bi nhng nh u t c lp : C nhiu nh u t trn mng hn : 2,5 triu nh u t trn mng chn Svhwab h tr cho nhng quyt nh u t ca h. Nhiu thng v trn mng hn : Hng ngy, Schwab t c nhiu thng v hn bt c mt nh chng khon trn mng no khc. Nhiu ti sn trn mng hn.

Sau khi Schwab hon tt chin dch qung co ny, khng nghi ng g v vic ai s l ngi c a chung trn mng nht. Trn thc t, ngi ta thng s ngay c vic a ra vn .

S a chung c th nghi vn
Mt tri ca cu chuyn ca Schwab c th tm thy trong cuc chin ca nhng nh sn xut Hamburger. l mt n lc ca Burger King tung ra qung b cho loi Whopper danh ting ca h khi h ng mt qung co truyn hnh t nhnWhopper l "loi burger c nc M a chung." Whopper l loi thng c nhc n nht (H t nhnl 33%). Khi i th ca bn bn ra nhiu hn bn v cc nghin cu ca bn l t mt ngun khng c ni ting v nht l khi ch c mt phn ba cho l bn c a chung, chng ti t cu hi l nh vy l c bn xy dng mt chin lc c a chung cha ? Ngay c New Y ork Times cng phi t cu hi v chin lc ny. Cu m u trong mt mc bo v qung co ghi : "C phi Burgwr King ang ni vi chng ta v mt ci Whopper ?"

S a chung hp l
Ci :Whopper" ny lm ni ln mt im quan trngj v nhng g c a chung. "Ci m ngi ta ngh l ng." -nguyn tc ca chng nhn x hi- s tr thnh mnh m hn khi s t nhnca bn b xt on. N cng hp l bao nhiu, cng tt hn. Nu bn phi tr tin c c cuc bu chn cho ring bn, hy tr thm tin c c nhng ngi hng u cho cuc bn chn ny. Nu bn a ra mt nghin cu thm d ca ai , hy chc chn v danh ting ca ngi lm thm d . (J.D. Powers v Zagat's l nhng v d hon ho.) Nu cha h c mt ai lm thm d trn lnh vc m bn mun, hy c thuyt phc mt n phm ngnh ngh l thm d ny cho bn. D l mt cu chuyn tin tc tt cho h v l mt cu chuyn a tch tim tng cho ngi ginh chin thng. Nh qung co huyn thoi David Ogilvy hiu c sc mnh ca bo ch qua cch nhn ny : "Ngi ta c n mt mc bo thng thng 6 ln nhiu hn mt qung co," ng ni. "Nhng bin tp vin qung b tt hn l nhng ngi lm qung co."

Mt a chung o l
Trong mt s cng cuc kinh doanh, vic qung co bn thn qu ng l khng ph hp. Nhng nh vt l tr liu hay cc nhm thc hnh y t, v d, khng nn chuyn cc bc s ca h thnh nhng ngi bn hng. Nhng nhng bnh nhn khng c c s hiu bit d c th c c nhng quyt nh v y t phc tp. (Ch vic phi chn gia mt chic Lexus v mt chic Mercedes cng phc tp ri.) Vy lm sao bn c th quyt nh trong v s la chn vtm ra c mt nh chuyn nghip ng ? Mt ln na "nhng g m ngi khc ngh" c th h tr cho bn. N c th tc ng n c nhng ngi vn lo lng v nhng vic nh cc bc s li i qung co. Nh o c hc Randy Cohen miu t "mt cch tt nht t n mc tiu mong mun trong vic h tr cho bnh nhn chn ly mt nh vt l tr liu." Ch nh ca ng l : "K thut y t ca cc bc s c th c xp hng theo cc nhm trung dung, ging nh kiu nh gi trng i hc ca Baron. Hay nhng kin ca cc bnh nhn c th to thnh mt kiu mu cc nh vt l tr liu ging nh Zagat's. C hai cch trn u khng t cc bc s vo mt v th k cc v qung co cho mnh."

S a chung nhng i Sneaker

Nike xy dng danh ting v vic kinh doanh ca bng cch chi ph rt nhiu vo mi quan h i tc vi cc i nhm th thao v cc vn ng vin. H c khong 4.000 vn ng vin lun c mt trong mi loi gii th thao ln khp mi ni trn th gii -t Michael Jordan cho n Tiger Wood, Mia Hamn hay Peter Sampras. T 13 trng i hc chnh ca M cho n 3 i bng bu dc v 20 i bng quc gia. Nu h l nhng vn ng vin ln, bn c th tm thy u trn thn th h mt biu tng ca Nike. Chin lc c a chung ca h c th tm tt l : "Ci m cc vn ng vin th gii din." Brooks Sport cng nm trong th trng giy th thao. V trong khi Nike c mt vi bc tht li v ti chnh th Brooks c th khoe ra nhng ghi nhn ti chnh tt p vi vic t c mi lc ln. Gc a chung ca h l vi nhng vn ng vin in kinh mc thc. Nhng ngi thc s c c mt i giy chy khuyn mi ca h l 200 ng vin in kinh. Nhng tn tui nh Regina Joyce hay John Sence khng phi l ch mt i giy ca h, nhng nhng ngi ny cng l mt hnh tng trong cng ng in kinh. Brooks ch chi c 750.000 hng nm qung co trn nhng n phm nh Runners World hay Running Times. (Ch vi mt qung co truyn hnh Nike chi ph nhiu hn hn.) Lun l y l : Nu bn khng th c mi ngi a chung, hy c ly mt nhm a chung.

Tinh thn ganh ua

lu ri, Stanley Resor, mt trong nhng ngi sng lp cng ty qung co J. Walter Thompson, ni v s a chung trong ngha ganh ua. ng ni : "Chng ta mun cp theo nhng ai chng ta cho l hn v nhn nh, hiu bit hay kinh nghim." c mt thi, cc ngi sao opera ca chu u th nghim tc dng ca Lucky Strike i vi ging ht ca h. (Nhng ngi ny chc chn l ht nhng bi ht khc hn ngy nay.) Hng thuc l Camel ng mt qung co m trong h t ho khng nh, "Nhiu bc s ht Camel hn l nhng loi thuc khc." (y ng l qung co.) N hong Rumani ni b giao ph sc p ca b cho kem Pond's, v qung co ny thu ht c 9.400 phiu hi p. (Lc ny cha b qua mt bi mt hng nc ngoi, mt qung co vi b Reginald Vanderbilt thu c 10.300 hi p.) "Chn trong mi ngi sao," mt qung co vo nm 1927, "chm sc da ca h bng x bng Lux." Ngy hm nay cc ngi sao in nh b thay th bng cc vn ng vin th thao, nhng ngi m chng ta thy trong mi loi hnh t sa n ngan hng v c nhng mt nhm kin trc. H l nhng hnh tng anh hng ca ngy hm nay.

Tm quan trng ca thch hp

Vic ni ting ca cc quc gia nh Nht v Trung Quc c th to ra mt khc bit cho bt c mt loi sn phm no c bn ra. M bn s phi thch hp vi t nhin hay l bn s ph hoi tin ca. Ngi ta ngy nay hiu bit hn v khng d b n tng vi nhng ci tn danh ting. N phi c mt ngha no . Dng ti t ngi sao Robert Mitchum nh mt pht ngn nhn cho vic khng eo c vt ch l mt vic lm kh kho. (S tht l : Robert khng bao gi eo c vt c.) Dng James Garner v Cybill Shepherd l mt thm ha. James cui cng cht v au tim v Cybill tr thnh mt ngi n chay. Catherin Deneuve cho Chanel. Michael Jordan cho Nike. Paul Hogan cho Subaru. Tt c l hon ho. Nhng Steve Y oung cho sa th cha chc.

Trung Quc thch nhng anh hng

Nh chng ta ni, nhng anh hng cho d c thch hp hay khng u c th l tt c khi bn marketing vo th trng Trung Quc. Nhng cng ty a phng Trung Quc ngy nay dng nhng ngi ni ting cho cc qung co ca h khc bit ha h vi cc i th. Hng bia Haomen Bc Kinh l v d, h trng hnh v ch tch ca cng ty ang ng cng vi tng thng Bill Clinton khu mua sm Wanfujing. V khng cn phi ni, nhng hnh tng mnh m nh chng cao bi ca Marlboro, ch chut Mickey v Michael Jordan vn cn gi tr.

Trung Quc thch cognac

Ngi Trung Quc ngy nay tiu th 1/4 sn lng cognac ton cu. S thnh cng ny lin quan n nhng hnh tng anh hng ca ngy hm nay c h gi l nhng doanh gia. Loi cognac nhp khu t tin c v th ha nh mt "ghi nhn ca x hi", mt loi ru mnh c tiu th bi nhng ngi nh giu mi. Chc chn vo s ngng m ca tng lp ngi Trung Quc trung lu mun ganh ua vi phong cch sng ca nhng ngi ging nh l doanh gia, cng ty Joseph E. Seagram & Sons gii thiu ru Martell Noblige, mt loi cognac gi trung bnh nhm vo mt th h mi nhng ngi tiu dng Php, Trung Quc, Hng Kng v i Loan. Ch mt ngy sau khi c tung ra th trng, n tr thnh mt thng hiu quen thuc ca hn 60 cu lc b Trung Quc. Ngi ta thch ung loi m cc ng "ln" thch ung.

Mt bi tp trong vic a chung khch sn

Ch vui, hy xy dng mt chin lc c a chung cho mt trong nhng chui khc sn thi trang cao cp sau. y c hai tay chi c xt n. Chui khch sn Ritz-Carlton vi 22 khch sn M v 35 trn ton th gii. Mt i th xng ng khc, Four Seasons, 21 M v 32 trn ton th gii. Tp ch Cond Naste Traveler c chn tc ng n khch du lch, trng cu kin ca 37.000 c gi v vic h thch khch sn no nht. Trong mt hng m tp ch ny gi l "nht trong hng nht" -100 khch sn, khu du lch, tua du hnh tt nht th gii- c 9 ca Ritz-Carltons nhng c n 14 Four Seasons. Nhng nu thu hp li ch trong nc M thi th trong 19 ca Ritz so vi 15 ca Four Seasons. Cuc trng cu ca Business Travel News vi 850 nh hoch nh chng trnh du lch phi hp v 14 thuc tnh khc nhau ca nhng khch sn hng sang. Four Seasons v u v Ritz v th hai. Vy l nhng nh thng k chp nhn Four Seasons. H l nhng ngi a chung nhng ci tt nht, H s xy dng mt chng trnh chung quanh nhng la chn hng u ca nhng ai c th chi ph cho bt k ni u m h mun lu li. H l "nht trong hng nht." Cc bn hy th xem.

CHNG 16

LM SAO MT SN PHM L MT TNG KHC BIT HA

Cc cng ty thng ht sc n lc trong vic to ra sn phm mi. Cc k s, nh thit k v ngi ca phng k thut sn xut khng ngng gng sc ch to v th nghim c c mt sn phm m h ngh l c nht, cng nng tt hn bt c mt th g c trc trn th trng. Nhng tt c nhng n lc ny thng c nhn ly mt cch th bi nhng ngi marketing, nhng ngi b ln chm trong nhng hot ng ca ring h nh qung co, gii thiu v cc hot ng h tr qung co khc. Chng ti l nhng ngi tin tng vic nghin cu su vo mt sn phm tm bit chnh xc n hot ng ra sao. V nhiu ln hn l khng chng ti tm ra c mt tng khc bit mnh m b cc nh marketing b qua.

Thnh phn k diu

Nhiu sn phm thng cha ng mt yu t k thut hay mt kiu dng to thnh chc nng ca chng. Nhng k thut ny lun c bo h bn quyn. Ngy nay cc nh marketing thng c b qua nhng yu t qu phc tp hay qu m m c th gii thch vi cc i tng tim nng. H thch thc hin cc nghin cu thm d v ch tm vo nhng tin ch hay nhng tri nghim phong cch sng ca sn phm hn. H thch ngh, "Ngi ta khng quan tm n vic sn phm c to thnh ra sao. H ch quan tm n vic chng s lm c g cho h." Vn i vi quan im ny l, trong nhiu chng loi sn phm thng c qu nhiu sn phm c cng chc nng. Mi loi kem nh rng u nga su rng. Mi chic xe mi u d iu khin. Mi loi bt git u lm sch qun o. Vic nhng th ny c to thnh ra sao mi lm cho chng khc bit. l l do ti sao chng ti thch ch tm vo mt sn phm tm ra v khu tr mt yu t c o trong cng ngh. V ri, nu c th, chng ti t cho yu t thit k ny mt ci tn v gii thiu chng nh mt thnh phn k diu lm cho sn phm l khc bit. V nu l mt thnh phn k diu c ng k bn quyn, mi vic li cng tt hn. Khi Crest gii thiu loi kem nh rng nga su rng vi fluor ca h, h mun mi ngi u bit l loi kem ny hm cha fluor. Coa phi l mi ngi u bit fluor l g ? Hu nh khng mt ai. c phi l vn khng ? N ch c v l n tng. Khi Sony bt u vic cai tr trong truyn hnh ca ho, h to ra mt s tranh ci v k thut "Trinitron". C bao nhiu ngi hiu c k thut ny l g ? Khng my ai. N c l vn khng ? N ch c v n tng m thi. G.M chi ph hng trm triu la qung b cho h thng Northstar trong chic Cadillac ca h. C ai hiu c l g khng ? Khng ai. N c to thnh vn khng ? N ch n tng thi. Nhng thnh phn k diu khng cn phi c gii thch, bi chng l k diu.

Thnh phn "K thut cao"

Mt sn phm cng phc tp bao nhiu th bn cng phi cn n mt thnh phn k diu khc bit ha n vi cc i th cnh tranh ca n. Silicon Graphics l ngi tin phong trong my vi tnh trm hot ng hnh nh ba chiu (three dimesnional workstation). Chng ht sc tuyt nhng cng l mt loi my phc tp. Chng ti pht hin ra tt c nhng hiu qu hnh nh ca chng n t mt cng ngh c gi l mt "my hnh hc". Chng ti thuyt phc Silicon Graphics dng yu t thit k ny lm ch cho chng trnh marketing ca h. N khng ch lm cho hnh nh ca nhng my tnh trm hot ng ca h tt hn m cn l khc bit. Accu Ray l mt cng ty chuyn sn xut nhng h thng qun l cht lng trong ngnh cng nghip giy. H thng mi ca h cho php mt cng ty c th gim st nguyn c kh giy nh khi n c to thnh. Tt nhng g bt ton u c ghi nhn tc thi cc k s c th nhanh chng chnh sa, iu ny gim thiu s lng ph. Tin ch ca h thng ny l r rng nhng chng ti vn mun tm bit cch thc hot ng ca n. Chng ti tm ra mt thnh phn k diu m chng ti gi l "Cng ngh lng tr c bn quyn." C ai hiu c cng ngh ny l g hay khng ? Khng. N c l vn hay khng ? Khng h. N ch ht sc n tng m thi. N khng ch lm cho h thng kim sot cht lng ca h tt hn m cn l khc bit na.

Kch bn ha s khc bit

Mt khi bn c n, hy ph trng n ra. Nu bn c mt sng ch mi, hy chc rng s kch bn ha n. Nh trong trng hp ca Cordis, mt cng ty ca Johnson & Johnson chuyn sn xut cc dng c chn on tim mch. Mt trong nhng ging sn phm ni ting v y li nhun ca Cordic trong su nm va qua l cc loi ng dn lu Brite Tip. Ci tn Brite Tip l mt u dn a nng c bo h bn quyn. Thit b ny cho php cc bc s tim mch quan st c vng ngoi bin ca ng dn lu, v vy h c th bit r v tr ca u dn lu trong mch mu. Nh thit b ny, h c th d on tt nht nhng tn thng ca mch mu trong qu trnh thc hin. Hnh thc khc bit ny ca sn phm -u dn a nng- l mt t ph tut vi ca cng ngh m ngy nay b nhi li bi hu ht cc cng ty trong ngnh. Ngy nay Brite Tip vn chim lnh 60% th phn trc t nht l by i th cnh tranh khc. (H vn dn u bi h tr thnh mt ci tn biu trng cho sn phm.)

i mi sn phm
Mt s nhng tng sn phm khng b chn vi nhng cng khng phi l k diu. Nu bn c c mt gi hu dng mi, bn nn ta n thnh nn tng cho vic v th ha sn phm ca bn. X bng cc Dove l s mt trong nhiu nm trn th trng Bc M. S thnh cng v cng l im khc bit ca n nm ngay bn di tn thng hiu trn bao b : du thm lm m. Ci thc t c ch to vi du lm tng m l mt tin ch ca vic chm sc da. S khc bit l c du trong x bng. V s cc loi vn trt tuyt u ha hn l bn s trt tt hn trn tuyt. Nhng mt thng hiu mi y pht trin mt i mi thc s kim sot c tin ch ny. Thng hiu l Dynastar v h c ci m h gi l "thit k ui ghim." H phi hp vic i mi sn phm vi tin ch khi ni, "Cng ngh ui ghim kim sot im dnh." By gi bn c mt i vn trt vi mt s khc bit.

i mi h thng
C nhng c hi l khc bit bng cch tm ra mt ci g c lin h n sn phm ca bn hay l mt phn trong h thng .

Black & Decker lm vy vi vic i mi sn phm VersaPak ca h. l mt loi pin c th np li dng c vi nhiu loi dng c khc nhau. H thm ch xy dng mt chng trnh gii thiu loi pin mi v khc bit ny bng cch cho nhng chuyn xe VersaPak i khp ni trn c nc khch hng c th dng th cng ngh mi ny. Cng ty Granite Rock ca Watsonville, California, chuyn bn v ct cho cc nh thu xy dng a phng. (Kh m c c s khc bit trong loi sn phm ny.) Vic mn xe vn chuyn v giao hng c th tn n mt la mt pht vn chuyn, vy thi gian l quan trng. tng tc cng vic ln, cng ty pht trin mt h thng cht hng t ng. H thng ny cho php h rt ngn thi gian cht hng t 24 pht xung cn 7 pht, h gi l h thng GraniteXpress. V h dng im khc bit ny qung co bn v ct.

Lm theo ng cch
Thng thng, chng ta c mt cch ng v mt cch sai trong vic to thnh mt sn phm. Cch sai v khng c a thch thng c gi l qu trnh tit kim. Cc nh t vn thch gi chng l "ci tin cng on sn xut" (ngha l : ct gim chi ph.) Cch ng l cch tn ph hn c th sn xut ra mt sn phm tt hn. C nhng lc, khi m mt cng ty i theo cch sai v bn ch c th l khc bit vi vic i theo cch ng. Nh trong trng hp ca Stanislaus Food Products. H tr thnh mt nh sn xut st c chua hng u cho mt s lng ln nhng nh hng M. V h hon tt c vic thay i ny khi tnh gi cao hn. Chin lc ca h l khng i theo nhng ngi khc cng ngnh vi loi st c chua c c (loi r tin v d vn chuyn hn.) Dino Cortopassi, ng ch ca cng ty ny, cm nhn l loi st ti c ng hp khng thng qua qu trnh c dc l cch tt hn sn xut st c. N t hn nhng n cng ngon hn. V l s khc bit ca ng ta. V cn t hn na vi cc i th cnh tranh, hu ht cc nh hng M u ng tnh vi vic ny.

Mt loi Pizza c lm ra tt hn
Mt trong nhng ngi cm nhn c cch lm ca ng Dino l ng, l ng John Schnatter, y vin qun tr v mt sng lp vin ca Papa John's Pizza. ng ta dng st c chua ca Dino t khi cn lm bnh pizza l nng ca b ng ta. ng ta vn tip tc dng loi st ny khi ng ta thnh lp chui ca hng pizza vi tn l Papa John, bt k vic gi cao ca n. V cng bi v cc chui ca hng pizza ln khc vn tip tc dng loi st c c km cht lng, John li cng c c hi khc bit ha bnh Pizza ca mnh bng cch gii thch vic chng c to thnh ra sao. Thng ip qung co ca ng rt trc tip : Nguyn liu tt hn, pizza ngon hn. Ngy hm nay John c hn 2000 ca hng trn ton nc M. S khc bit "pizza ca ng ta c to thnh ra sao" lm cho Papa John tr thnh chui ca hng pizza thnh cng nht nc M.

Lm thnh vung
Khng c mt cu chuyn v sn phm tt hn no bng cu chuyn ca White Castle. l chui ca hng hamburger u tin trn nc M v tr thnh mt hnh tng ca ngi M. White Castle bn loi bnh burger hnh khi vung vi kch thc ca mt qu da trn 330 nh hng ng v trung ty nc M. c vi thay i trong lch s 70 nm ca chng trc khi n vi hnh dng lu i ca chng. Trn thc t, con trai ca ngi ng sng lp hin l iu hnh trng. Vic xy dng cn trng chin lc sn phm ca h lm cho v s i th khng cn hin hu. l kt qu t vic pht trin mt vic lm gn nh l cung tn c giao truyn t th h ny qua th h khc. H thm ch cn vn chuyn bnh ca h n cc siu th nhng khu vc m h khng c ca hng . Kt qu ca h l tuyt vi. Nu tnh trn cn bn n v th h ch bn t hn mt mnh McDonald's.

Lm theo phong cch c

Mt cu chuyn tng t l ca Aron Streit Inc., mt cng ty bnh m Do Thi cui cng cn tn ti.Mc d cng ty ny ch chim lnh mt th phn nh b trong mt th trng b thng lnh bi B. Manischewitz, nhng ngi ca Streit cho rng truyn thng l ci lm cho bnh m ca h khc bit vi cc loi bnh m cn li. Bt k n hng pht trin chung nh hng n cc sn phm khc ca h, Streit vn sn xut loi bnh Do Thi ca h ng Rivington, Manhattan -cng mt ch m cng ty ny sn xut chng hn 90 nm trc. H vn lm nhng ci bnh Do Thi ca h theo li c.

Khng dng phng php c

Tri ngc vi cu chuyn ca Streit l chuyn ca thng hiu st c chua ln Venezuela gi l Pampero. Vo thi gian m chng ti c mi n, Del Monte v Heinz ang kn ca vi n v ngi v hng u ca n. Pampero ang trn i xung. Ci ang cn htit l mt tng khc bit c cht lng hn l nhng t nhnang c sn, " hn" v "tt hn". Ti sao st ca Pampero li tt hn ? H lm g vi nhng tri c chua ca h ? Sau khi d xt k, chng ti bit c mt thc t l h lt b v c chua trc khi sn xut tng thm hng v v mu sc. l mt th m cc i th ln ca Pampero khng thc hin trong qu trnh sn xut ca h. V iu ny tr thnh mt tng hp dn nht l khi nhng phng php khc u khng cn loi b v c chua. Pampero c th khai thc im khc bit "khng c v" ny ca cht lng v hng v. Khi chng ti ni vi h l iu ny l cch tt nht v duy nht ti to li hnh nh ca thng hiu, Pampero ht sc lo phin. Cng ty ny hu nh sn sng thay i cng ngh i theo qu trnh ct gim chi ph khng cn loi b v (theo kiu ca Del Monte v Heinz). Pampero khng mun nhc n cch lm c ca h na. Yu cu ca chng ti l ngng ngay li vic i mi mt khi c "khng v" l mt tng khc bit ha. Lm ging nh nhng i th cnh tranh ln ca mnh ch l tm n ci cht trong trn chin ngoi kia.

Tnh thm mt cht

Nu bn c dc mt cu chuyn "lm tt hn", bn c c s c th tnh thm mt cht. l iu m Dino Cortopassi lm vi loi st c chua ca ng ta. iu ny cng l mt cch ni vi khch hng ca bn l cc i th ca bn lm bng mt cch r tin hn. cng chnh xc l iu m Fresh Samantha lm vi ging sn phm nc tri cy. B mt ca vic tng trng th phn trong th trng ny

l dng tri cy v rau ti vi mt my p khng l. Kt qu ca qu trnh ny l rt tn km. Chng c thc s ngon hn, tt hn cc loi nc tri cy khc khng? R rng l khng. Nhng nhng ngi tiu dng thc v sc khe li thch ngh nh vy. iu ny cho thy i khi cch m bn to thnh mt sn phm cng c th l mt cch ni bn l c bit.

Lm bng tay M Lai

Khng c g c th c bit hn vic c sn xut th cng. Khng qu xa th Kuala Lumpur l mt nh my, ni lm ra nhng biu tng b rng ca hong gia M Lai. y l mt cng ty lm cho nhiu ngi phi ngh h l mt cng ty tt nht trn th gii. Tham quan mt vng nh my ny bn s thy ngay iu g lm cho h tr nn khc bit. Mi sn phm ca h c sn xut th cng tht cn thn. Khi mt th g c lm bng tay (hay t nhn nh vy) u to cho ngi ta cm gic rng l mt th thuc v ngh thut. i vi ngi tiu dng, vic nhng ngi lm ra nhng sn phm khng c nhn lnh bao nhiu tin cho cng sc ca h khng to nn mt iu g khc bit. i vi h, nhng ngi ny th th cng -nhng ngi ht sc chm ch v t m vi nhng sn phm ca h. Cho d mt ci my c th to ra mt sn phm tt hn, nhng khi mt sn phm c to tc bng tay, ngi ta thng cm thy n tt hn v ng gi hn. Mt loi my ct c c bit c gi l Locke vn c dng nhng ni nh Vatican hay Nh Trng c lm bng tay c gi ln n 2.500 la. Bi vy nu bn c mt chi tit no c lm bng tay trong sn phm ca bn, hy cng b iu mt cch t ho.

Nhng ci hm khc bit

Batesville l mt nh lm hm s mt M v khng c mt ai n lc hn ng trong vic khc bit ha. Ch c hm ca Batesville l c "bo v ca tt m" vi cc loi hm bng kim loi. l mt k thut c p dng vi cc ng ng dn du Alaska v tu thuyn chng li s n mn ca g st. H cng a ra loi "khng mt chiu", mt h thng bo m khng r r. Nu bn khng tin th mi mt ci hm u c kim tra nh mt bnh thy bo m tnh khong r r ca n. Nhng ci hm ca h c bo hnh ln n 75 nm.

CHNG 17

L CUI CNG CNG L MT TNG KHC BIT HA

Tron mt th gii thay i nhanh chng v cong ngh cao ny, ngi ta tr thnh quen thuc vi nhng sn phm thuc v th h tip ni. Thay v phi l tt hn, chng ti khuyn cc cng ty nn c gng l mt th k tip. l mt con ng ch chn l khc bit. V tm l th vic ny l r rng. Khng mt ai li mun mua mt sn phmb coi l li thi. V y, cch vt qua cc i th cnh tranh l t v th ha mnh nh mt ci g mi v tt hn (nhn mnh n vic l mi).

T tr thnh li thi
nhiu nm qua, chng ta vn chng kin nhng nh sn xut hng u t tn cng cc sn phm ca chnh h bng nhng sn phm ca th h tip theo. V c l khng mt cng ty no lm iu ny tt hn l Intel. Bc i ny ca nhng b vi x l l mt iu tuyt vi nm gi : 286 ri 386, ri 486, Pentium, ri Pentium II, Pentim III v ri Pentim III Xeon. H cai tr th trng nhng con chip thng minh bng cch khng ngng tung ra nhng th h tip ni vi chi ph bng vi nhng b vi x l ang hin hu. Vi phng cch ny, hng mt i th no c th m ra mt cuc tin cng cho d l vi gi. (Phi, cc i th c th c gi thp hn, nhng vi nhng con chip li thi.) Chin lc gii thiu nhng th h dao co ru k tip ca Gillette cng l mt v d v vic p dng cch tip cn ny thng lnh th trng.

Giy ng trt tuyt Saga

Khng ging nh nhng b vi x l, nhng th h tip ni ca giy trt khng xy ra lin tc. V khi c tung ra, n phi l mt th g bt ng li ngi ta ra khi nhng i giy c v i vo nhng i mi nht. i vi nhng ai khng phi l mt nh trt tuyt ln, Lange l mt i giy ng ua tt nht. l loi giy m nhng nh chuyn nghip i (Yu t khc bit c a chung.) Nhng cng nh xe hi, y c nhiu loi giy c coi l tt nht, v rt nhiu trong s c coi l tin li hn. Mt th ch c coi l ua tt nht trong mt th trng rng ln khng l cha , c c li th vi nhng nh lm giy ng ny i hi nhiu hn l ch vi mi mt hnh dng mi. N i hi mt th h giy ng mi c c nhiu hn l ch ua tt. (u phi mi ngi trt tuyt u ua.) Ci cn thit l mt cuc pht trin lm cho Lange l mt th h mi ca giy ng v em li cho h c may nhm n phn on th trng cao hn ca giy ng trt tuyt.

Pht trin tnh an ton

Cc k s ca Lange bt u vo vic, h i tm mt gii php cho t l 300% chn thng u gi khi trt tuyt tng thm. Trong khi phn tch vn , h pht hin ra vic trt l hon ton an ton nhng khi b ng nga ra sau trong khi i giy vn nu ly bn chn chnh l th phm gy ra chn thng u gi cho ngi trt. gii quyt vn ny, h i n mt gii php gi l "h thng th lng". Vi h thng ny. Mt khi ngi trt b ng nga, pha sau ca i giy ng s t ng ni lng chuyn lc cng gy chn thng cho u gi qua hng khc. Thay v gii thiu k thut ny nh mt kiu dng mi, chng ti khuyn h nn gii thiu n nh "mt th h giy ng trt mi bo v cho u gi ca bn." Khai nim ny mi tuyt lm sao v n c c tnh rng ri hn l ua tt. Trong khi khng phi mi ngi u ua nhng mi ngi u c hai u gi. S pht trin mi ny ch l mt k tc cho lch s lu di ca h trong vic pht trin k thut ca i giy ng trt tuyt. Nm 1970, h l ngi tin phong trong vic sn xut giy trt bo v gt chn ca ngi trt. By gi, ba mi nm sau, h li l ngi tin phong trong vic sn xut giy trt bo v u gi. iu ny to thm sc mnh cho nhng chng c h l ngi hng u trong k thut. Mt i giy bo v cho u gi chc chn l mt loi giy khc bit.

Tch ri vi qu kh
iu quan trng vi mt t ph l phi c thit lp sao cho c th khuyn d cc i tng tim nng l n qu thc l mt cng ngh mi. im t ph ny cng khc bit bao nhiu th mi lc cng d to thnh. l iu xy ra trong cuc chin gia loi l vi ba v cc loi bp la thng thng. (Cuc chin m cc l bp truyn thng ginh phn thng.) Cc nh sn xut l vi ba tung ra mt cuc tin cng mi vt qua nhng vn nu nng chung quanh loi bp l vi ba (khng ngon mt v khng thc s c nu chn.) H tung ra mt th h l vi ba mi c ng dng thm mt cng ngh lm cho thc n i mu chn nu v dn : nhng dng c nh n ha l gien hay hi nng. Nhng thay v gi chng l nhng l vi ba tt hn, h gi chng l "bp tc ." H hy vng l vic ny c th to ra s tch ri cn thit vi qu kh. (Chc chn l h thc s tch ri.)

Thm vo mt cng ngh khc

iu m bn nhn thy c trong cuc chin ca l vi ba l mt chin lc thm vo mt cng ngh na nh mt cch to ra mt th h sn phm mi. l mt phng cch hiu qu to ra mt khc bit v thin h s nhn iu ny nh mt s ci tin cho d h c thc s hiu v chng hay khng. (Hai cng ngh cng lc th tt hn l ch mt.) Milestone Scientific lm iu ny khi h thm vo mt cng c my tnh vo mt th ht sc n gin, kim chch di da. H ch to ra Wand, mt cng c c ghi nhn l mt h thng kim sot vi tnh vic chch thuc u tin. Mt my tnh nh c p dng kim sot lng thuc t ta ra v to thnh thc s vic chch thuc khng au. (H cn c thm mt thnh phn k diu gi cng ngh SloFlo.) iu kch tnh nht trong vic ny l vic kim sot ng chch di da bng ngn tay ci khng h thay i trong hn 150 nm qua. Mt th h mi r rng l cn tn ti lu. Dell Computer, cng ty gy dng s khc bit ca h chung quanh vic "l trc tip" cng thm vo mt cng ngh mi na cho my tnh ca

h. H tng cng thm cc dch v mng vi cc my tnh ca h. Chng ti gi iu ny l nng cao mt con kin ln lu gi s khc bit.

Thun li t lch s
Nu c mt lch s v thay i trong mt chng loi sn phm v bn c d phn vo cng vic ny, bn c th dng n nh mt li kh cho sn phm ca bn. Nu bn tng gii thiu mt th h mi thc s, bn c c nhng chng c mnh m p dng cho n lc trong nhng th h tip ni ca bn. Nh trong trng hp ca cng ty Digital Equipment, nay l mt phn ca Compaq. H tng c c hi tung ra mt th h my tnh 64 bit mi. Bt hnh thay, h tut mt c hi ny cng nh tng lai ca chnh h. Vi nhng ai khng c bit nhng im mc quan trng trong lch s my tnh, khi ton th gii ang dng loi 16 bit, DEC i tin phong vi h thng iu hnh VMS 32 bit v tr thnh cng ty my tnh ln th nh th gii. Vy l h c c hi lin h trm hot ng 64 bit vi my tnh mini 32 bit ht sc thnh cng ca h. Th thut y l ginh ly li kh t thc t l cc chuyen gia vo lc cho rng s khng c mt ai cn n loi "siu" my tnh 64 bit ( c chng t l h hon ton sai lm.) Nhng tng ny r l sai lm ngay khi my DEC 64 bit c tung ra th trng. Chin lc tuyt vi ny ca DEC lm ny ra mt cu hi. Liu lch s c lp li khng ? Nu n tng xy ra, c may l n ri s li xy ra na. V c bit l trong th gii vi tnh, nu dm ngh l n s xy ra, n s xy ra. DEC cha h n lc khuyn d ngi ta l my 64 bit s ra i.

Tin tin nht khng hn hot ng

By gi n nhng g khng tt lnh. y c nhng ch d sa chn trong cuc chi "nhng th h tip ni" m mt ngi phi trnh khi bng mi gi. Nu bn khng trnh c, bn s thc s va phi nhng vn ln. Sau y l mt s loi cn phi trnh : -

ng l gii php ca mt vn khng hin hu. Sn phm th h mi ca bn phi l gii php cho mt vn thc s, khng phi l mt th km quan trng. Dow Chemical gii thiu loi nc lm mt khng ng cng Dowtherm 209 v qung co n l "Khng gy tn hi khi r r vo ng c (v v vy n t gp i cc loi nc lm ngui th h c.) Vn y l hu nh cha h c trng hp cht lm mt r r vo ng c. Vy ti sao li phi tr gp i cho mt vn khng hin hu ? V hu ht u khng lm th. ng mt cng vi nhng g truyn thng. C nhng vn thc s m ngi ta khng h bn tm n vic gii quyt. H thch nhng ci c nh vy. Khng c ci g c v truyn thng hn l vic n u phng trong cc trn u bng. V thng sau mi trn u, ngi ta hu nh trt trn v u phng. loi b s ba b ny, Hary M. Stevens gii thiu loi u phng khng v ng trong bao b nha. Ngi ta cm thy b tn thng v tng ny. Mi lc khng to thnh, than phin dng ln. Ngi ta li tip tc trt trn v u phng sau mi trn banh. Phi l tt hn. Ti sao li phi n vi mt loi th h mi nu n khng l mt th g tt hn ? Kho bc M tung ra loi tin cc mt la vi nh thay th tin giy mt la. i vi ngn kh l mt ci tin ln, h c th tit kim c 50 triu la tin in hng nm. i vi cng chng th khng c mt li ch no c nhn bit. N d b lm vi cc loi tin xu khc v nhiu ngi cho l chng xu x. ng cc mt la dn dn bin mt. Ci tin tin c th chi khm bn

Trong cun Th bp bnh ca nh sng ch : Khi cng ngh mi lm cho nhng cng ty ln iu ng, mt ngi ng knh ca trng kinh doanh Harvard gii thiu khi nim "Nhng cng ngh cng ph." Quan im ca ng ta l nhng cng ngh mi thng n nh nhng con si i lt cu. Chng thng khng ph hp vi nhng nhu cu ca khch hng hin hu ca bn v nhng d kin li nhun ca Wall Street. Chng khng c v g ging nh chng s l, nhng mt khi c trin khai chng s nhanh chng ci tin v tr thnh mt cng ngh chnh yu -mt th tip ni. DEC, vua mt thi ca cc loi my tnh mini, khng l n loi my tnh c nhn v v k thut n khng c v nghim tc. N c v l mt mn chi. V khng bao nhiu nm sau, loi c v l chi ny y bt DEC ra khi cuc chi kinh doanh. Merill Lynch l vua vi nhiu loi dch v chuyn bit trong khi Charles Schwab ch nhn ly phn th trng tha khng h hp dn. Schwab dn d c nhn bit l nh chng khon gim gi ln nht.

Ci tip ni phi l khc bit

Gii php cho cng ngh cng ph l ch mun thnh lp hay mua li mt cng ty c lp hot ng vi cng ngh mi ny. N c th l mt cng ty c lp hay l mt thng hiu khc hn. Sai lm l qu bm vu vo mt th c hay a mt ci mi vo vi mt cng ty ch bit v hiu ci c. Nu Kodak cm nhn c loi my chp hnh in t s bp cc loi phim truyn thng, h khng nn c gng p dng cng ngh mi vo vi Kodak. N nn l mt cng ty khc hay mt thng hiu khc. V ri yn cho t chc mi ny tn cng tr li ci c k. Bank One l mt ngn hng khu vc vi 1.900 chi nhnh phc v cho hng triu ch ti khon trn 14 tiu bang. Nhng cu iu hnh trng, John B. McCoy, nhn thy cng ngh cng ph ca mng Internet nh mt thch thc lu di cho nhng nn tng ca Bank One. V vy ng ny tung ra Wingspan. Com, mt ngn hng ngoi chi nhnh trn mng vi chi ph 150 triu la. V ri ng ta ngi nhn Wingspan cnh tranh vi Bank One. Nh ng ny nhn nh trn tp ch Business Week, "nu bn s l mt cng ty thng mi in t, bn phi xy dng mt cuc kinh doanh co th tiu hy c nhng m hnh cn bn li thi." L tin tin cng c ngha l au n, nhng l cch duy nht bo m l bn c mt vi tng lai.

CHNG 18

NNG BNG L MT CCH KHC BIT HA

Khi bn l nng bng, th gii nn bit l bn ang nng bng. Nh bn c chng 15, ngi ta ging nh nhng con cu. l l do ti sao m h thch bit nhng g ang l nng bng v nhng g l khng. cng l y do ti sao vic truyn ming li c sc mnh n th trong marketing. Ci vic truyn ming ny thng l khi mt ngi ni vi mt ngi v mt ci g ang l nng bng. iu ny l quan trng khi nc M thch nhng ngi chiu di v c vi nhau v vic ai s l ngi chin thng.

S tng bc
ng bun thay khi c nhiu cng ty li e ngi vic ni n s thnh cng ca mnh. H cho l vic t tng bc l khng c g hay ho. y l mt thi quen khng h tt cht no. Nhng g thc s nm ng sau s e ngi ny l mt ni lo s rng mnh khng th mi l nng bng. V ri th sao ? H s khng b h mt sao ? iu m chng ti c cng gii thch ch l vic lm cho mt sn phm hay mt cng ty bc ln cng ging nh vic phng ln mt v tinh. Ci thc s cn ch l mt vi sc y trc a bn vo qu o. Mt khi bn trong qu o ri, li l mt cuc chi khc hn. L nng bng hay tri nghim mi lc tng trng vt mc l t nhng i th c th cho bn nhng lc y cn thit a thng hiu ca bn ln n cao yu cu. Mt khi t n cao, bn hnh dung ra mt ci g khc na gi bn yn ni .

Corbett Canyon : Mt trng hp in hnh

hiu r hn qu trnh ny, hy n vi th gii ca ru, ni m khc bit ha khng th l mt nhim v d dng. l cu chuyn v Corbett Canyon, mt loi ru xut x t nhng hm ni vng duyn hi trung California. l mt loi ru vi chai ng c hnh dng c bit khng th b lm ln gia mun ngn loi chai khc ca mt bin ru trong mt ca hng bt k. l im khc bit u tin ca n. K n, h to ra mt qung co pht thanh c bit vi mt thit b to m vang ca hm ni lm cho thng hiu ca h d c ghi nhn hn (Canyon, Canyon, Canyon.) Mt th chai c bit, mt qung co d ghi nhn, mt gi thng dng v loi ru ny bc vt ln. N nhanh chng tr thnh "loi ru ln mnh nhanh nht M." Vic cui cng l cng b s thnh cng ny trn cc chng trnh pht thanh ca h. Cch t nhin nht lm c iu ny l c c vi cuc tranh lun v vic thng hiu no l ln mnh nhanh nht v nhc thng n cc i th nh c th. ng nhin cu tr li s l Canyon min trung California. Mt ni c th sn xut c nhng loi ru tuyt vi. V th l h c c mt tng khc bit lm lc y a h vo qu o.

Mt chuyn hng
Chng ta phi chp nhn rng chin lc "Canyon" m chng ta va trin khai ch l mt bi tp gi thuyt. Bn khng th c mi l nng bng, bi vy bn phi sn sng chuyn hng chin lc ca bn mt khi sc hot ng gim dn. Trong trng hp ca Corbett Canyon, h s phi tm ra mt cch gii thch s thnh cng ca h. Cho d l nhng hm ni, gii thng hng v, gi tr hay nhng g khc na. Ci tuyt vi ca chin slc l nng bng chnh l ch n thit lp mt tng khc bit ha c tnh cht di hn. Th trng c sa son sn tin vo cu chuyn nm ng sau s thnh cng ca bn. Khng c nhng n lc cui cng ny, thay v t c n qu o bn c th s ri ngc tr li v bng chy trong bu kh quyn cnh tranh.

G nng bng
i khi nhng hng pht trin c th lm cho bn nng ln. Nh trong trng hp ca nhng chi non v gic ca nc M ang sn sng vi nhng v nng hn, cm n s thnh cng ca thc phm M Ty C. V vy g gia v ang l mt chng loi sn phm mi, nng bng Popeyes Chicken phc v g nng theo kiu Cajun y hng v. "Chng ti c mt cu nc M khi nhng mn g nht nho," cc qung co ca h ni vy. Ngn sch qung co 12 triu la ca h l khng ng g so snh vi i th khng l Colonel ca h. Nhng chnh ci hng v ng thm ca h mi l im nng bng ca s khc bit - a h vt qua cc i th chim ly v tr mi lc th hai ch sau KFC. Popeyes nn thm vo trong ch dn ch bin ca h s tht v vic cnh tranh ca h vi ngi v caKFC, ng vua ca tht g "nht". Hu ht mi ngi u bit l Popeyes l cay nng, nay h cng cn phi bit l mi lc ca h cng nng bng na.

Khng tht vi nng bng

Bn phi tht cn thn vi vic t nhnmnh l mt sn phm bn chy nht (nng bng). Cadillac phi ngm b hn khi buc phi th nhn rng mi lc ca h st gim trong mt n lc gi vng hnh tng xe hng sang bn chy nht ca h. H buc phi chp nhn l t t minh trong khi c cng vn trn Lincoln v mi lc trong nm 1998. H phi ri b ngai v loi xe hn sang hng u trong sut 49 nm. H khng ch h ngi m cn mang li cho Lincoln mt ng lc khng l khi mi ngi pht hin ra ai mi thc s l ang nng bng. Quan im y l, nu bn khng chnh xc vi nhng t nhnca bn, cc i th ca bn s c th hng li t nhng g khng chnh xc ca bn.

Nhiu cch l nng bng

Khi bn p dng mt chin lc "sn phm nng bng" bn c c c hi minh nh, ti sao bn l nng bng. iu m hu ht mi ngi khng nhn bit l y c nhiu cch nh hnh nh ngha ny. Sau y l mt s trong nhng cch ph bin nht : -

Mi lc. Cch tip cn thng c x dng nht l khi mi lc ca bn i u vi mi lc ca cc i th ca bn. Nhng bn khng nn ngh l ch l mi lc trong nm. N c th l bt c qung thi gian no ty theo bn chn : su thng, hai nm, nm nm hay bt k bao nhiu. Qung thi gian m bn chn l thi gian lm cho bn c th c xem l tt nht. Nn nh l bn hon ton t do trong vic la chn ny. Thm na, khng cn phi so snh bn vi cc i th ca bn. Bn c th so snh bn vi chnh bn thn bn. Nhng nh gi trong ngnh.Hu ht mi ngnh cng nghip u c nh gi hng nm v sc ph din. Chng c th l do mt tp ch ngnh ngh nh Restaurant News hay mt tp ch ca ngi tiu dng nh U.S News & Report hay mt t chc nh J.D. Powers. Nu bn c nh

gi cao t mt trong nhng t chc ny, bn c th dng chng mt cch ht mnh nh c th. -

Cc chuyn gia trong ngnh. Mt s ngnh cng nghip c nhng chuyn gai hay nhng nh ph bnh trong ngnh, nhng ngi thng vit nhng bi bo c ghi nhn. Vic ny l ht sc quan trng trong nhng ngnh cng ngh k thut cao. Bn c th dng nhng ghi nhn hay bi bo ca nhng ngi ny nh mt phng tin xc nh s thnh cng ca bn. Hollywood x dng cng ngh ny to thnh mt b phim n khch, cng vy i vi ngnh xut bn cho mt cun sch "nng." Mi cch l nng bng

Mt qung co ca tp ch Fortune l mt v d v vic dng "s nng bng" lm mt yu t khc bit ha. Qung co ny dng mi cch l nng bng m Fortune c th d vo trong mt qung co nguyn trang trn The New Y ork Times. Trong c cc ghi nhn ca ngnh ngh v bo ch. C ghi nhn ca ngi tiu dng. C bn hnh thc mi lc khc nhau. V h kt thc qung co vi mt cu ch "Fortune, nng bng hn bao gi ht." Nhng ngi c c bit l Business Week v Forbes lm vic tt ra sao hay khng ? Khng. C l vn khng ? Khng. Tt c nhng g h bit l Fortune c v l mt tp ch ang nng v phi ang lm mt iu g khc bit.

Bo ch c th lm cho bn thnh nng bng

Vic t mnh rao truyn cho mnh l y h tr, nhng cn tt hn na khi bn c th c nhng ngi khc na cng rao truyn cho bn. y l ch m mt chng trnh quan h cng chng (PR) y khiu khch c th em li nhng chia s ln. iu ng ghi nhn y l mt chng c khch quan l ht sc mnh m. Cho d l t nhng ngi hng xm ca bn hay t mt t bo a phng, ngi ta cng s cm nhn rng l mt ngun khch quan. V vy mt khi nhng ngi ny ni rng bn ang l nng bng th bn phi qu l nng bng. To ra c mt thnh cng troang quan h cng chng cng ging nh vic nm mt hn xung mt mt ao. Nhng vng trn c to thnh lc u l nh b nhng chng bao lu chng s ph kn mt ao. Bn bt u vi nhng chuyn gia trong ngnh ngh, ri n cc bo ch thng mi v ri n cc bo ch kinh doanh v tiu dng. Mt cuc trao i vi mt ch tch hi ng qun trca mt cng ty dch v k thut cao trn mng s cho chng ta thy tm quan trng ca bo ch.

Digital Island t n s nng bng ra sao ?

Ron Higgins, ch tch hi ng qun trca Digital Island, mt cng ty dch v Internet ton cu c thnh lp vo nm 1995. Cng ty ny cung cp cho cc tp on mt mng hot ng ng tin cy hn vi t vn v kt ni hn v truy nhp nhanh hn. Khi c hi v thnh cng ca cng ty, Higgins ni l do quan h cng chng. "Quan h cng chng, " ng nhn mnh, "l su rng. Khng c chng, ti bit l chng ti khng th thnh cng nh vy." Mt gng mt mi trong cc cng ty ngy nay mt c vn quan h cng chng hay mt mt nh bo. Ti sao phi l mt PR ? Cu tr li ca ng ta l : "Vai tr ca hot ng quan h cng chng l su rng v n to ra mt o gic v ng lc, lm cho Digital Island c v to ln hn l thc t, em li cho n mt tng lai rc sng." Higgins, thm ch cn dnh gi PR bng mt con s c th : "Mi mt mc bo l dng gi mt triu la." V cm tng tng qut ca ng l : "Khng c nhng bi bo khch quan, ti nghi ng s thnh cng ca bn trong ngnh cng nghip k thut cao."

Loan bo v vn bn ang gii quyt

Mt cch gin tip c c nhng bi bo, d lun v bn l loan bo vic bn ang c vn gii quyt vi sn phm hay cng ty ca bn. Nu ngi ta nhn thy bn ang l mt phn ca gii php cho mt vn ln, h s cm nhn rng bn l quan trng hn. V gii bo ch thng thch vit v nhng vn hn l nhng thnh cng (tin xu chng li tin tt.) Tip tc dng cu chuyn ca Digital Island, vn m h ang gii quyt l mi ngi trn th gii u khng c c mt li vo Internet hiu qu nh nhau. Nht mng Internet hot ng rt chm v khng ng tin, cng ging nh nhiu ni khc trn th gii, do tc ng t vic qu ti ng truyn v thc t l khng c thit k nh mt phng tin ton cu. l mt vn ln m Digital Island ang gii quyt. Cu chuyn v vic ny cn ng quan tm hn v v th m Digital Island c v quan trng hn trong mt mi ngi.

CHNG 19

PHT TRIN C TH HY HOI S KHC BIT

Nu c mt th phm cho trong vic ti sao cc thng hiu mt i tnh c o ca chng, chng ti s b phiu c ti cho "s pht trin." S ham mun khng ngng ln mnh c l phn tc dng y. Chng ti cho l l bi chng nm sn trong tim ca nhng ai c tng thng. Cc y vin qun tr theo ui s pht trin l bo m cho v tr ca h v tng thm thu nhp cho gia nh. Cc nh hot ng chng khon Wall Street theo ui s pht trin v danh ting ca h v cng v thu nhp cho gia nh. Nhng iu ny c thc s cn thit hay khng ? Nh kinh t gia Milton Friedman ni : "Chng ta khng cn khn thit phi ln mnh. Chng ta ch ham mun khn thit c ln mnh." Theo quan im ca chng ti, c hai iu xu khi mt cng ty theo ui vic pht trin ln mnh. u tin h xao lng v b qua nhng c hi cng c cho tng khc bit, lm cho n ln mnh v tt hn.

Vn 1 : Xao lng
phn trc, chng ti vit v Silicon Grahic v tnh lnh o ca h trong ngnh vi tnh cng nng cao. Nhng thay v nui dng v cng c tng khc bit "cng nng cao", h b p lc ca Wall Street buc phi m rng cng cuc kinh doanh ca h. Vi nhng nh phn tch, tnh ton cng nng cao ch l mt ch tr vi khng n 20% tng trng hng nm. iu ny n h n vi cc my vi tnh c nhn v nhng g km hn nhng h thng iu hnh cng nng cao Windows NT ca Microsoft. V nhng vic ny khng h tr c cho h bao nhiu. Khi bn ang l mt chic Porsche trong cc loi my vi tnh, bn khng nn tr thnh mt loi my vi tnh r tin hn. Bn cai tr ngnh kinh doanh cng nng cao bng cch li ko thm nhng khch hng mun tnh ton vi cng nng cao. (Hn na, c cng ty giu c no li mun tnh ton vi cng nng thp ?)

Vn 2 : M rng loi sn phm

iu t hi khc na xy ra trong mt n lc theo ui s "lin mnh khng ngng". Cc cng ty thng ri vo ci m chng ti gi l by m rng loi sn phm. iu ny l suy ngh thng thng ca nhng siu thng hiu, khi bn treo thng hiu ca bn ln v s chng loi sn phm lin h cng nh khng lin h nh c th. l iu m chng ti gi l suy ngh "vo trong" v mt thng hiu thnh cng v lm soa cho thng hiu ln na, tt na. Bt hnh thay, suy ngh duy nht hiu qu trong chn th trng l mt suy ngh "hng ngoi" hiu qu trong tm tr ca i tng tim nng. Hy xt xem nhng g xy ra vi nhng cng ty ln ny : General Motors c nm thng hiu c khc bit ha tt th hin cho 50% tng doanh v M. Mi mt thng hiu , trong mt n lc pht trin, bt u sn ui theo cng mt cuc kinh doanh. Kt qu cui cng l chng c gi cng nh dng v tng t nh nhau. Ngy nay nm thng hiu khng c khc bit ha ch cn th hin cho 30% ca tng doanh v. Nabisco c c mt thnh cng nhanh chng v d dng vi loi bnh ngt Snack Well's ca h. H vi v thm vo nhng hnh thc khc na nh bnh nng v bnh dn, khng mt th thm vo no ca h c c mi v v ngon nh loi thnh cng. Snack Well's bt u tut dc. C d lun cho rng Nabisco chp nhn thua cuc. McDonal's xy dng mt cng cuc kinh doanh thnh cng rng ri vi lai hamburger r tin v phc v nhanh ca h. V ri h mun chng tr thnh hn na nh mt nh hng phc v loi t hamburger tr em, hamburger mi ln cho n pizza, g nng - hay bt c g bn c th tng tng ra. By gi s thnh cng v pht trin ca h chng li.

Robert Goizueta, cu iu hnh cao cp ca Coca-Cola, ni : "Trong bt ng sn l a im, a im, v a im. Trong kinh doanh l khc bit ha, khc bit ha v khc bit ha." Bn cng c cng tr thnh nhiu th, bn cng mt i s ch tm cn c v cng kh m khc bit ha sn phm ca bn.

ESPN tht c ng dy li ?
u tin, chng ta ESPN - mt tng sng ln - mt ging sn phm mi trong truyn hnh. V ri nhng ngi bt u ni lng tham, quyt nh m rng loi sn phm v ESPN 2 ra i. Khng r rng- nhng chng trnh ny l t hn. c lp vi ESPN, Classic Sports c gii thiu bi mt s ch c ng. Khi nim n cha ca knh truyn hnh th thao mi ny l nhm vo nhng s kin th thao ln trong lch s -mt loi hnh tng t nh mt knh lch s v th thao. ESPN nhn thy v mua ly knh truyn hnh ny. H c gi li ci tn i cng vi tng thnh lp nn n ? Khng may l khng - ESPN Classic c ra i thay th. M rng loi sn phm, mt ch tm, mt s hy hoi tnh khc bit. By gi mt khi ngi ta mun m xem ESPN, h phi t hi "ESPN no ? 2, Classic hay ?" V ri cu tr li tt nht cho cu hi ny c th l, "Qun n i. M Fox Sports."

Lm hng s khc bit ca bn

Nhng nh marketing khng nhn ra c nhng tn thng v lu v di m h to thnh khi thc y s pht trin vt qu tnh cch nguyn thy ca sn phm. H to nn nhng cu hi cht ngi v s khc bit ca thng hiu : Nu Michelob l mt loi bia cao cp hng nht, n c th no duy tr c nhn thc hng v tt hn ca n vi mt phin bn r tin hn khc ? Khong c v nh vy. Nu Volvo l mt loi xe an ton vi kiu dng cng cp nh mt chic xe tng, n th bt ng c nhn bit nh mt loi xe mui trn th thao vi hng dng truyn thng ? Khng ging cht no. Nu Nike l giy v qun o th thao, n c th no bt ng c nhn bit l mt nh sn xut trang thit b th thao ? Khng th nh vy. Nu thng hiu o len Polo cao cp ca Ralph Lauren m cc nhm nh giu hay din bng c nhn bit l mt thng hiu o gi th thao ? Khng th.

iu s xy ra khi bn t gii thiu mnh nh mt ci g khc hn vi bn thn nh c nhn bit l s khc bit c bit ca bn s li tn. Bn s bt u che m i tnh cch ca bn. Nh bn c cc chng trc, tm tr c th mt i s ch tm. Th n, bn thc p ngi ta phi thay i tm tr v ci m bn l. iu khng bao gi c th l mt chin lc tt, khi con ngi rt ght phi thay i suy ngh c sn ca h. Nh nhng nh tm l s ni vi bn, thay i mt li hnh x c ngha l phi thay i mt nim tin.

Cui cng, bn c vn vi vic tr thnh mt ci g khc . N lc mi ca bn s khc bit ra sao ? u l nhng g bn c y nhim cho ci mi ? V cui cng bn s chn vi i mt tnh cch c bn hay s khc bit ca bn trong khi cng lc c nhng thi gian kh khn n lc bn cho c ci g mi ca bn. Bn c th no thnh cng theo cch ny ? Khng c v nh vy cht no.

Nhng cuc ni lon Wall Street

Bn phi cng bng vi Wall Street. Trong lc m h thc y s pht trin th cng c nhng lc m h phi bt dy la ln cnh bo khi c mt cng ty no i qu trong n lc gi vng t l tng trng. N khng lm g nhiu khi Starbucks bt u bn km thc n cng vi c ph. Nhng n xy ra khi Starbucks thng bo k hoch ch tm vo pht trin bn hng trn mng thay v tm ra nhng cch khc bn c nhiu c ph hn. Nh t Wall Street a tin, "Cc nh u t nm b cc c phn ca Starbuks c nh nhng ly c ph nng." L do : Ni lo u ang tng ln cng vi s m mi ca ngi sng lp ra Starbucks, Howard Schultz i vi internet c th nh hng n s ch tm ca cng ty ny trong vic bn c ph. H ch n gin khng th nhn thy Starbucks tr thnh mt loi siu nh bun trn mng, ni m cc khch hng c th tm n mua mi th t thc phm n ngay n gia dng. Nh mt nh phn tch cp cao ni : "K lut l khng lm mi th m ch quan tm n hai vic, vic kinh doanh tuyt m c v cn phi c. Bnh m v b ca h c sn ngay sn sau nh h." Chng ta khng cn phi tm cch ni no tt hn na.

t hn c th l nhiu hn
iu m c cng ty thng khng nhn thy l gi c s ch tm vo vic kinh doanh c bn ca h c th mang li hiu qu tt hn v lu v di. Nu Vvo sn xut ra loi xe an ton nht trn th gii, c l do g h phi chuyn sang vi xe th thao ? Tt hn l nhn quanh th gii v tm ra thm nhng ni cn n loi xe an ton. Bn c bao gi li xe trn mt con ng n cha ? Chc chn l bn s mun c mt chic xe thc s an ton hn. iu tng t cng xy ra vi mi con ng trn khp th gii b chen y vi nhng nhng ngi li xe u v rt t cnh st giao thng. Vi hin trng ca nhng con ng trn th gii ngy nay, chng ta khng nhn thy tnh an ton nh mt tng c gii hn. Chng ta nhn n nh mt tng s cn hin hu lu di. (C th, lc ny Ford lm ch ca Volvo, h s quay tr li vi sn sau nh ca h cng vi nhng tng khc bit ca h.)

Pht trin vi nhiu thng hiu

ng ngh l chng ta phi i nghch vi vic ln hn v giu c hn. l cch suy ngh M. Chng ta ch i nghch vi cch m ngi ta c gng lm iu ny. y cn c mt phng cch tt hn. Trong khi bn c th khng ph phm nhng ng tin dnh cho marketing bng cch bm ly ch mt thng hiu, kinh nghim cho thy c nhiu thng hiu cng c th c xem l ln hn trong vic chia s th phn. Coke v Nike, nhng nhn hiu ln c nht, mi ci chim khong 30% tng th phn ng tn trng ca n. Gilette tri li, c nm thng hiu (Trac II, Atra, Sensor, Mach 3 v Good news) v tt c chim n 65% tng th phn. Chng ti gi vic ny l cch "tip cn b sung", khi m bn c nhiu thng hiu b sung cho nhau ch khng cnh tranh vi nhau. iu ny i hi chng phi c tn khc nhau, v th khc nhau v i tng mc tiu khc nhau. i khi bn cng c th hon tt iu ny vi nhng thng hiu ph. BMW lm iu ny hon ton hiu qu vi 3, 5 v 7 i xe khc nhau ca h. Chng u l cc my li tin tin nhng chng c v th ha khc nhau nhm n nhng phn on th trng khc nhau.

Cu chuyn a thng hiu ca Ty Ban Nha

Khi mt cng ty du ha quc gia ca Ty Ban Nha c t hu ha thnh mt cng ty mi vi tn gi Repsol, c c c ba thng hiu xng ni a v mt na s trm xng trn c nc. ay c mt thng hiu mi c ra i (Repsol) khi cng ty tr thnh t nhn. y cng vn cn lai thng hiu c ni ting t nhng ngy cn l quc doanh (Campsa). Cui cng n cn c mt thng hiu vng pha bc Ty Ban Nha (Petronor). Tt c nhng vic ny ging nh l mt cng ty M s hu cng lc c Mobil, Texaco v Merit : Khng phi l mt tha thun t, nu bn c th tin ln cng vi chng. H c ba thng hiu khc nhau nhng tt c u c i x cng mt cch. iu ny cng tng t nh h c mt thng hiu trong cng ty v ba thng hiu ngoi cng ty. bo v cho 50% tng th phn sn c, h quyt nh khc bit ha cc thng hiu ny bng thuc tnh ca chng.

Mt thng hiu cho xe hi

Mt qung co gii thiu hp nht ca tn thng hiu mi Repsol, hu ht mi ngi Ty Ban Nha u coi trng cng ty mi ny vi thuc tnh "t ph v k thut." Cng lc Repsol cng i u vi loi xng 98 c tan (mt th m ngay c M cng cha c). Tt c nhng vic ny l by ra mt chin lc nhm vo nhm ngi m xe. V bi v xe l rt t Ty Ban Nha nn nhm ngi ny cng c t l phn trm ln tng ng. Khi nim by t chin lc ny l cu ch , "Repsol l tt nht cho xe ca bn." D nhin, da c khi nim ny vo vi cuc sng h phi ch tm n nhng sn phm dnh ring cho xe hi v cng vic qung b. thm vo cho loi xng 98 c tan, chng ti ngh ho pht trin mt loi du tng hp mi dnh ring cho nhng loi ng c mi ca hm nay.

Mt thng hiu cho dch v

Nhng nghin cu v nhn thc cho thy thng hiu lu i Campsa c nhn bit ht sc ha hn. Theo ngha ca thuc tnh "ng tin cy", n c ghi nhn cao h cc thng hiu trm xng khc (ngay c hn thng hiu mi Repson 50%). iu ny a n vic chng ti ngh Campsa nn dng li th t nhng nhn thc ny v nhn mnh n nhiu nm phc v cho nhng ngi li xe Ty Ban Nha. Cch din t tng ny l : "Campsa, 60 nm phc v." Phng cch tin hnh chin lc ny l tip tc n hnh nhng s tay hng dn li xe Campsa rt ni ting (bn , nh hng, khch sn

v.v) Cc trm xng Campsa cng bt u m ra cc ca hng 7-Eleven mt s a im. Chng ti ngh h hy m rng cc ca hng ny n khp cc trm xng ca h cng nh cng lc gii thiu cc dch v mi ca trm xng trn bng thng bo. Mt v d thng thng l cc ct xng t phc v v tr tin bng th tn dng nh nhiu trm xng trn khp nc M. V cn na, Campsa hin ang ti tr cho mt chng trnh ua xe. Trong trng hp ny, chng ti ngh h ngng vic ti tr ny li v chuyn giao n li cho Repsol. V ng nhin, cc qung co ca Campsa nn cho ngi xem nhn thy cc hot ng phc v ca h trong sut 60 nm qua, va t nhc nh cho h nhng cng vic tuyt vi m h lm c trong thi gian . Mt thng hiu cho gi Thng hiu cui cng ny l mt thng hiu vng v r rng n khng c c nhng nhn thc mnh v n. Nhng b li, n c c mt khong trng hon ton sch s trong tm tr ngi tiu dng v c th c ti v th ha theo bt c cch no m h mun. Chng ti nhn thy mt kh nng cho tng lai ca Petronor nh mt thng hiu cho gi. Phng cch din t khi nim ny l : "Nhiu cy s hn vi s tin ca bn." C ngha l, thng hiu ny nn c t nhng a im c lu lng giao thng cao vi ct xng t phc v, gi thp, dch v hn ch v ch thanh ton bng tin mt. Bi vic gi cha tng l vn trong ngnh xng du Ty Ban Nha nn chc chn l thng hiu ny s nh hnh mt khi cuc chin gi c n ra. Quan im y l i khi bn phi thay i s vic ca ngy hm nay c th sn sng vi ngy mai. Kim sot ba phan on th trng chnh vi ba thng hiu khc nhau s h tr ln cho Repsol sn sng vi s thm nhp ca nhng cng ty du ha a quc gia. l cch m mt cng ty du ha ln ca Ty Ban Nha hoch nh vn l mt cng ty du ha ln Ty Ban Nha.

Thm ha ca ngi Hn
Daewoo l mt tp on thng mi sn xut ln th hai Hn Quc. V h , ch trong ng t k tc, trnh khi vic tr thnh mt tp on ln nht Hn Quc tng b ph sn vo thng 7 nm 1999. Ngi Hn Quc nho rng phng chm ca cc tp on Hn Quc l "t t m n lin cho n v tinh." Nhng li cho rng h c nhng thch th tri ngc l d kin thp cc vn . Daewoo kinh doanh t truyn thng, my tnh c nhn, xy dng, bo him, tu thuyn, khch sn, in t, xe hi n nhiu loi khc na. H chuyn n 25 ngnh ngh khc nhau. H ln mnh t iu t hi nht khi chnh ph c nhiu chnh sch ti chnh h tr cho tham vng m rng ca cc tp on.V trong khi cc t chc ny hc c cch lm sao sn xut ra hng ha h li khng th hnh dung ra cch lm sao bn chng i vi li nhun. Vi 50 t la n nn, khng nghi ng g v vic nhng con kn kn ang o vng ch mi trn v s cc mt hng ang oc bn tng bn tho i ca h. Tp on qu kh ny ang trong tnh trng tht lng buc bng ht sc nghim trng.

CHNG 20

KHC BIT HA I HI PHI HY SINH

Nh bn c c trong chng trc, ham mun qu c th l t hi vi cng cuc kinh doanh ca bn. V y l mt tri ca vn : b i mt vi th c th l tt cho vic kinh doanh ca bn. Ngy xa, c mt cng ty tn l Emery AirFreight. Mt cng ty vn ti hng khng tng l ln nht v chin lc ca h l vn chuyn thu m, vn chuyn tr li hai ngy, vn chuyn gi hng nh v vn chuyn gi hng ln. (Bt c th g bn mun chuyn giao, chng ti giao chuyn.) V ri Federal Express c mt. H hy sinh mi th khc v ch vn chuyn gi hng nh thu m. Khc bit ca h l : thu m. FedEx tr thnh mt thnh cng c khc bit ha tt, v Emery ph sn.

Nhiu hn l t i
Mt khi bn nghin cu v cc ging sn phm qua mt thi gian di, bn c th thy rng thm vo c th lm suy yu i s ln mnh ch khng l h tr cho n. Vo thi hong kim ca n (1980), bia Miller cso hai thng hiu : High Life v Lite. Mi lc hng nm ca h l 35 triu thng. Ri h thm vo Genuine Draft. Nm 1990, mi lc h gim xung cn 32 triu thng, h tip tc thm vo nhiu thng hiu Miller na. Mi lc khng i n u trong khi Budweiser cng ngy cng mnh. Cui cng sau 20 nm thm vo, ph huynh ca n, Philip Morris, n v cho ban lnh o ca Miller ngh vic. (Ti sao li phi gi h li qu lu nh vy ?)

Cc chng cao bi ht g ?
Philip Morris bit v vn "nhiu hn l t i" v h tng nhn thy mt ln. iu tng t cng xy ra cho thng hiu l c u ca h : Marlboro. Trong mt n lc tip tc ln mnh, Marlboro gii thiu Marlboro Lights vo ng qu Marlboro. Ri h li tip tc vi Marlboro trung bnh, ri bc h, ri siu nh. V tht bt ng, ln u tin trong lch s, thng hiu ny bt u tt dc. V y, vn r rng : Cc chng cao bi khng ht thuc bc h hay siu nh. Philip khng phi l mt k di dt. H quay v ng qu Marlboro vi loi bao b trng truyn thng. Khng cn bc h hay trung bnh trong tm mt ca chng ta na.

Vn cn bn
Bn cng thm vo, bn cng c ri ro chn vi tng khc bit ha cn bn ca bn. Nu, nh trong trng hp ca Marlboro, n l mt hnh tng y hng v. Lm sao c th gi li thuc tnh ny mt khi bn bt u cung cp mt hng v khc hay mt hng v yu hn ? Michelob tng l mt lai bia nng, t tin v thnh cng. V ri h thm vo Michelob nh v Michelob khng nng . Thng hiu xung dc. Heineken, mt loi bia nng t tin khc, r rng hc c bi hc t sai lm ny. Loi bia nh ca h c gi l Amstel Light thnh cng mt cch tuyt vi vi mt tng khc bit trong sng : "Loi 95 ca lo cha tng c thng thc." c thi, mt cng ty tn Eveready c mt chin lc cung cp bt c mt loi pin no m bn mun. V ri Duracell c mt. H hy sinh tt c mi loi khc ch gii thiu loi pin Alkaline duy nht. Duracell tr thnh mt nh chuyn nghip v loi pin lu bn v mt thnh cng c khc bit ha. Nhng h vn xkhng phi l hng u v v vy khng c g mt. Nh bn nhn thy nhng chng trc, nhu cu phi ln mnh khin cho nhng ngi dn u th trng tr thnh d thng tn.Hu ht nhng thng hiu tht bi u tng c mt tng khc bit tt v ri t tiu hy v nhng phin bn thm vo. Chevrolet tng l mt loi xe gia nh c gi tr, ngy nay h l g ? (Khng ai chc chn.)

Porsche l ci g ?
Khi bn t ra cu hi ny, iu thng hin ra trong tm tr ca hu ht moi ngi l mt hnh nh ca chic 911 ni ting, mt chic 6 my, lm mt bng gi, my sau. Mt chic c in. Nhng thay v chp nhn hy sinh, Porsche quyt nh tung ra loai 928, mt chic xe my gia, 8 my, lm mt bng nc v c gi t hn. Vy hm nay, Porsche l g ? Mt chic xe t/r tin, 4/6/8 my, lm mt bng nc/gi, my trc/sau. Hay ni mt cch chnh xc hn l, khng r rng. Kt qu l mi lc b bao bc cho n mc vo nm 1993 gi ca nhng chic Porsche ch cn li bng mt phn mi ca chic 911 vo nm 1986. May mn thay, mi lc bt u tng trin tr li v mt phin bn c cp nht ha, r tin hn, bn c th on c, ca chic 911.

a nng : Ci thm vo cui cng

a nng l tri ngc vi hy sinh, khi nhng sn phm c th lm c nhiu th cng lc. Tht kh m b qua nhng d kin v nhng sn phm a nng trong th gii ca vi tnh, truyn thng, in t, gii tr v xut bn. Mt bi bo ngy 18-7-1993 trn Newsday d on nhng sn phm a nng s gy ra ci cht c bo trc ca bng vido, ca hng vido, bo ngy, cc knh truyn hnh, cc tng i in thoi, my nhn tin, a hnh v.v (Chng ti cho l bn nhn ra rng tt c nhng th c d on s bin mt n ngy hm nay vn sng v cn sng tt na. Nhng d on qu .) Nhng d oan scui cng l in thoi, vido v Internet s cng hi t trong b thnh th truyn hnh ca chng ta. Nu bn c theo di lch s kinh t bn s thy rng vic hi tu lm mt l him khi xy ra. Nhng ssn phm lm c qu nhiu th cng lc nhanh chng i n ch cht.

Thm ha a nng c v mi
Nm 1937, chng ta c my bay ln thng, mt phi hp gia trc thng v my bay cha bao gi bc ln khi mt t. Cng vy vi cc loi xe snh ng bay 1945 hay xe bay Taylor 1947. Nm 1961, Amphicar l phi hp u tin gia xe v thuyn. tng ny tht bi. (Ngi ta hnh dung rng h c th neo thuyn ca h li di

sng ri ln xe v nh trn b.) Trong thi gian gn y chng ta my truyn thng c nhn EO caAT&T, mt loi in thoi di ng, th in t, t hp c nhn v my tnh iu hnh bng vit. Ri Doc-it ca Okidata, mt loi my in xch tay, my tnh, fax, scan v sao y. V cui cng l PDA, mt my tng hp ca Apple. Tt c nhng th ny khng cn hin hu trong ngy hm nay. Trong trng hp ny, thm vo l cht.

Ti sao a nng li khng hiu qu

to ra nhng sn phm c th lm c nhiu vic hn l mt i hi phi hy sinh i mt loi khc. Thit k nhng sn phm a chc nng s thc p cc nh thit k phi hy sinh mt thit k chc nng n tuyt vi cho mt th ph hp vi nhiu chc nng tng thm. C th no mt chic xe tuyt vi c th cng lc l mt chic thuyn tuyt vi ? ng hin l khng th. Nu bn cn n mt chic xe cc nhanh, mua mt chic Ferrari. Mt chic thuyn tc , mua mt chic ca n. C th no mt bnh xe ua th thc I tuyt vi cng lc li c th mt bnh xe mi a hnh tuyt vi ? D nhin l khng th. (Bnh xe ua th thc I khng cn c gai.)Ngi ta mun loi tt nht ca mt ging sn phm, ch khng phi mt th lai cng vi nm ba ging ging cng lc. Ngi ta khng mun mt i hnh dng cn thit ca mt th g ch n c th c thm nhng cng nng khc na. Khng ch v bn c th to thnh mt th g l bo m ngi ta s mua th cho bn. Nu s khc bit ca bn l mt sn phm c th lm nhiu th c cng lc mt cch khng xut sc i nghch li vi mt sn phm ch lm mt vic mt cch hon ho, bn khng c c bao nhiu s khc bit.

Mt ngn hng ca tng lai

Ngn hng quc gia First Union l mt ngn hng khu vc vi kh nng a dng v ti chnh (c th bn tng xem qua nhng qung co siu thc l thng ca h.) Chin lc ca h l tr thnh mt siu th ti chnh cung cp ton phn nhng knh giao chuyn cng nh nhng sn phm truyn thng v khng truyn thng. (Tt c nhng th ny c ngha g ?) H gi ci siu th l ngn hng tng lai, v h ti thit k li cc chi nhnh ca h my l i t phng in thoi cho n nhng my thu pht tin. Cc nhn vin ca h s hng dn cho khch hng cc x dng cc loi my phc tp ca mt kiu ngn hng tng lai ny. Ni mt cch khc, c ngha l : Vo y v x dng cc loi my. Bt hnh thay, tng lai ca h lm tt vi mt khi u khng xui thun mt cht no, h phi thu vo 2.000 nhn vin thu pht ngn nh mt th nhn l h sai lm v khch hng ch mun giao dch v tin bc ca h vi mt con ngi ch khng phi vi nhng ci my. C phi l do thi quen ca ngi ta thay i qu chm ? Chc chn. Ngi ta c mun mt siu th ti chnh hay khng ? Chng ti khng chc. Nhng ngn hng tng lai ri s hin hu ch ? C th. Nhng k hoch to ln ca h ri s hiu qu ch ? Khng c v nh vy.

McDonald tnh gic

McDonald va mi u t, ln u tin, vo mt cng ty nh hng khc na. c t tn l Bp nng Chipotle Mexican, l mt chui ca hng nh nhng nhanh chng pht trin phc v mt a n khng l nhng u, go v tht ln ln vi gi 5 la. (Bn khng ti no nhn thy Ronald McDonald n mt a loi ny.) S u t c th coi nh mt th nhn rng trong mi trng ken c nhng nh hng ca ngy hm nay, ngay c mt tn tui ln cng khng li ko tt c mi ngi. Vic hi t li cha bao gi xy ra trong lng thc n nhanh. Ngi ta ko n vi nhng ni m h tin l lm iu m h ang tm n tt nht. Nu h mun mt ci pizza, chng ta c th chc chn l h s khng n mt ni lm bnh hamburger c n. V McPizza ca McDonald chng minh cho iu ny mt cch khng th nghi ng.

Cc kiu hy sinh khc nhau

nhiu nm qua, chng ti nhn thy c ba kiu hy sinh khc nhau wocj yu cu trong cuc chi khc bit ha : -

Hy sinh sn phm. Ch ch tm vo mt loi sn phm l tt hn cch tip cn mi th cho mi ngi (ngoi tr khi bn c nhiu thng hiu khc nhau). Duracell vi loi pin alkaline, KFC vi g, Foot Locker vi giy th thao, White Castle vi bnh hamburger nh, Subaru vi xe hai cu, Southwest Airlines vi nhng ng bay ngn. Bn c th tr thnh khc bit nh l mt chuyn gia hay l th tt nht trong mt ging sn phm m thi. Hy sinh thuc tnh. Ch ch tm vo mt loi thuc tmiu vit nht ca sn phm k mt cu chuyn v nhiu thuc tnh khc. iu ny cho php bn l khc bit vi t cch l s hu ch ca mt thuc tnh c nhn bit. Volvo s hu ly thuc tnh an toan trong xe hi. Crest l ch s hu thuc tnh nga su rng. Nordstrom l ca dch v. Dell l bn trc tip. Sn phm ca bn c th c nhiu thuc tnh hn l mt, nhng thng ip ca bn ch nn ch tm vo mt thuc tnh m bn c u tin. Hy sinh th trng mc tiu. Ch ch tm vo mt phn on mc tiu trong mt chng loi sn phm cho bn kh nng l khc bit bng cch tr thnh mt sn phm c a chung trong phn on th trng . Pepsi cho th h tr. Corvette cho th h mun l tr. Bia Corona cho nhng ngi ang i n thnh cng. Porsche l cho nhng ngi thnh cng. Mt khi bn theo ui mt phn on mc tiu khc, bn c c nguy mt i nhng khch hng c sn ca bn.
D bn lm g i na cng khng nn qu tham lam m hy yn vi loi sn phm ca bn, thuc tnh ca bn v phn on th trng ca bn.

cm thy hy sinh l tt
Khi cc cng ty c ni l nn hy sinh mt iu g , h thng nn lng vi tng ny. D sao th cng khng mt ai mun phi hy sinh mt th g ri b tri buc trong mt th m h cm thy l mt th trng gii hn. Nhng chng ti dn h dn dn vi nhng tin tc tt p. Nhng th nh : Bn qung co ci g, bn bn ci g v bn t c li nhun vi ci g c th l ba vic hon ton khc nhau. Hy ly Burger King lm mt v d. H nn qung co "nng ch khng chin", bi v iu ny lm cho h khc bit vi McDonald. V mt khi khch hng n h c th phc v g hay chin hay bt c g khc. Ai quan tm n iu ny no ? Hn na, li nhun thc s li n t nc ngt, mt th m h khng cn phi qung co. Bn nm c tng cha ? Trong nhiu trng hp, vic hy sinh thc s nm ch bn qung b ra sao hay gt da thng ip ca bn

cch no cho chn th trng cng nh cho vic bn l khc bit ra sao. Mt khi bn li ko c nhng i tng tim nng, bn c th bn bt c th g m bn c. V vic bn t c li nhun t u li l mt vn khc na. V vy, vic hy sinh ch gii hn bn trong vic bn phi t gii thiu ra sao hp dn i tng tim nng ch thc s khng h gii hn bn trong nhng sn phm m bn bn mt khi i tng tim nng vo n ca nh ca bn. (FedEx vn c nhng gi hng khng cn phi chuyn thu m.) By gi bn cm thy th no, tt hn ch ?

CHNG 21

L KHC BIT NHNG NI CHN KHC BIT

Hy ra vi th gii, bn tr. l li khuyn ca Theodore Levitt trong chuyn "S ton cu ha ca marketing" c n hnh vo nm 1983. K t , ton cu ha tr thnh mt ch hng o ca cc chin lc kinh doanh quc t. y qu thc l mt tng kin ton : Bn iu hnh mt thng hiu ton cu vi mt tng khc bit ln, khp mi ni t Akron ti Aukland. Thng hiu ca bn c nhn bit t nhng khch du lch n nhng ngi bn a. Mt i ng marketing duy nht cng c ngha l tit kim c nhn s v thi gian. Mt dng dp v mt tn tui ton cu duy nht s h thp gi thnh sn xut v to thnh. Cng mt qung co c dng cho khp mi ni c ngha l bn tit kim c chi ph sn xut. (C c quan qung co cho bn cng hnh phc na. H c t vic phi lm !) Him khi c mt khi nim c dng qu ng hay b lm dng.

Chi vi n ngay ch ca n
Cng ging nh marketing, gn cng l mt cuc chi ton cu. Nhng ngay t sm, cc tay chi gn hc tp c mt iu m nhng nh marketing khng bit n : Chi vi n ngay ch ca n. tng ca vic marketing mt sn phm c tiu chun ha vi nhng thng ip cng hnh thc trn khp th gii ch l l thuyt thun ty, theo nh li ca hiu trng vin Hellenic v marketing Hy Lp. Mc d mt khi nim sn phm c th l ton cu nhng n cn phi thch ng vi nhng khc bit trong nn vn ha i phng, lut php v ngay c kh nng sn xut. S quan tm v nhu cu ca khch hng khng phi l nh nhau trn ton th gii. V cng khng nn b qua tnh cnh tranh ca a phng. Vo lc m bn ang tung cnh mt kia ca tri t th bn ny, mt cng ty a phng c th thc s l ch ca ci tng khc bit tuyt vi ca bn.

Hng c ph Phn Lan

l trng hp xy ra Phn Lan, mt x x nh vi thi quen ung c ph ln. Ngi Phn Lan l nhng ngi ung c ph nhiu nht trn th gii vi mc tiu th trung bnh 160 lt trn u ngi. General Foods nhm vo Phn Lan vi thng hiu c ph Thy in Gevalia ca h, mt th pha trn gia cc ht c ph Indonesia, ng Phi v Colombia. (Gevalia t nhn trn bao b ca n l n c dng phc v cho nh vua Thy in v hi ng hong gia.) Nhng li vo ca nh siu marketing b chn li bi mt thng hiu a phng lu i, c ph Paulig. Phn Lan, Paulig s hu mt v tr cao trong ngnh c ph. N l mt th nguyn gc, n ngon v n c nhng thun li x hi nht nh. (Yu t x hi ca c ph Phn Lan l quan trng, chng hn t thng cho mnh v bn hu mt ly c ph sau mt thnh cng no .) Vy c cong ch ng cho mt sn phm c ph tiu chun vi mt thng ip hon v khng ? Khng cn Helsinski. Paulig vn thng tin vi hn 50% tng th phn v Gevalia phi i u vi mt trng hp thc s nghim trng.

Nhng ci hon v
Phi, y c nhng yu t hon v cho i sng cng nh cho marketing. Du Olay l loi m phm u tin ni vi ph n rng h c th p vi bt c tui no, v tng ny n vi mi ph n trn ton th gii. Mt s cng ty c th chuyn i tnh nguyn bn v k tha quc gia ca chng thnh nhng tnh cch ton cu (mt khi h cn c tin thi bng ln ngn la ca h.) Levi Strauss v Disney xut khu i nhng gic m M. Chanel v Louis Vuitton gii thiu vi th gii s thanh lch ca ngi Php. Armani trnh din mt phong cch vi th gii. V Burberry thay mt cho nhng gi tr c knh ca ngi Anh. Nhng i vi hu ht nhng con ngi kh t ca th gii marketing, nhng ngi ang theo ui "mt ngi lng th gii," thc t khng h tr cho nhng gic m bao gi.

Nhng ngi tin phong nhn thy c nhng gii hn y

Nestl l mt cng ty ton cu ngay t nhng ngy u tin ca n. Trong thp nin 60 ca th k 19, nh dc hc Henri Nestl bn tm v nhng ci cht xy ra qu nhiu ca tr em. (T l cht ca tr em ngy Thy S l rt cao.) ng pht trin mt trong nhng sn phm Nestl u tin, ng cc tr em, gip cho cc em c cht dinh dng. Henri Nestl c hai d kin ln. u tin, ng quc t ha sn phm ngay t nhng ngy u. Sn phm ny c mt nm nc ca Chu u ch sau nm thng gp mt vi th trng. K n, ng mun sc mt thng hiu ca ring mnh. Thng hiu ca hng (nhn hiu ring) lc c nhng ng l mt trong nhng ngi u tin sng to ra thng hiu sn xut. Ngay d cso c thc ton cu tim nng nh vy, Nestl cng nhn ra cng vi nm thng rng ch vi nhng thng hiu ton cu khng l cha ginh c chin thng trong cuc chin ny. Mt phn tch c thc hin vi nm trc y bi cng ty t vn McKinsey cho thy cng ty ny thng xuyn gi i nhng con nga khc nhau cho nhng cuc ua khc nhau. Nestl c : Hng my chc thng hiu ton cu nh Baci, Buitoni, Carnation, Kit Kat, Maggi, Mighty Dog, Perrier v.v (cc ngh bn c quyn (USP) thay i theo tng nc.) Hn mt trm thng hiu khu vc, nh Alpo, Herta, Mackintosh, Vittel v.v (nhng thng hiu ny khng mang tnh ton cu.) Hn 700 thng hiu a phng, nh Brigadeiro, Solis, Texicana v.v (cng khng c cht tnh ton cu no.)

Cuc du hnh ca bia

Heineken l mt th bia ton cu. Hng bia ln th nh th gii ny qu cn trng vi tnh nh nht ca sn phm. Mi nh my bia ca n u dng cng mt cng thc ch to. chc chn l sn phm ca h lun gi c tnh ng nht mi ni trn th gii, c mi hai tun cc nh my bia ca h u gi bia mu v cho nhng chuyn gia khu v Ha Lan kim nghim. Cng ty cng cho ngi i mua li nhng chai bia nhng ca hng nh nhng ni xa xi nh Thng Hi chng hn mang v kim nghim. Tng ging ch mt trn nhn hiu u phi thng nht cho n mu sc ca bao b, hng dng ca chai, mi th u phi ng nht.

Vy tng khc bit ca loi bia thng hng ny l g ? Tiu chun ha hng v l mt vic. Karel Vuursteen, y vin qun tr ca Heineken, chp nhn rng tiu chun ha marketing l khng th dc. Vuursteen ni : "Chng ti khng tin l c th qung b cho mi nn vn ha theo cng mt cch. M v Ty u, bia l mt phn ca cuc sng, l mt th nc gii kht. c v Tn Ty Lan l mt th rt n ng. Nhng vi cc nc ng Nam n li gn nh l mt sn phm n tnh -mt th gi ru. V vy chng ti cho cc i din thng mi ca chng ti c t do trong mi v v qung co.

Khc bit n
y l mt vng t ca marketing khng tiu chun. Bn ngh rng bn s mang sn phm ca bn n y v nhm ly mt mnh ca tng lp trung lu m thi (260 triu ngi n.) Hy cn thn, khng c bao nhiu tin c tiu pha u. Thu nhp bnh qun ca mt ngi ch gia nh n ch l 833 la mt nm. Vi mc ny, mt ci truyn hnh r tin v mt ci my may cng r tin l tt c nhng g m ngi n c th chi ph cho gia nh. Chc chn l nhng ngi dn n vn c dng in thoi di ng nhng thng th h ghi nhn cc s in thoi gi ti v tm n mt my in thoi bn tr chuyn cho tn ph. T l x dng in thoi trung bnh ca ngi n ch l nm pht hng thng. c th sng vai vi th gii ny, bn phi lm ra nhng sn phm thch hp. Bn bn nhng th nh nhoi nh gi thuc l, ng kem nh rng vi gi ch vi xu M. Reebock ch n vi n vi nhng i giy chy gi 23 . KFC vi nhng ba n tit im v chay. McDonald th c Maharajah Mac (tht cu). GE-Godrej, mt cng ty M-Indo, nhn ra rng nhng tin nghi trong nh lm tng gi tr ca ch nhn v thnh cng ln bng cch sn xut ra nhng my lnh vi hnh dng b ngoi sang trng cho nhng phng khch. bn hng n , bn phi lm theo cch ca ngi n ch khng phi cch ca bn.

Mt vi quy lut cho con ng ton cu ha

Trc khi bn quyt nh l mt tng khc bit c th em thng hiu ca bn n vi th gii, c mt s iu cn ghi nh : 1- tng hin hnh c th l mt tng sai lm. i khi tr li vi mt tng c li c th tt hn. V nhng l do m chng ta khng bao gi c th hiu c, Coke ri b "s vt tht", mt thng ip y sc mnh rng y ch c mt th l nguyn thy, mi th cola khc u l sao chp. Nhng Nga ang c mt hin tng quay li vi ci ngun v tn trng nhng g ch thc. V vy, Nga, cu ch ca chin dch qung co ca Coke l, "ung mt huyn thoi." l mt s vt tht trong mt din dch mi. 2- Cc thuc tnh c th thay i mt khi bn vt qua bin gii. Nh bn c qua mi va trc y, mt thuc tnh ca bia c th thay i t mt th nam tnh thnh mt th n tnh ty theo nn vn ha a phng. Nhng thuc tnh ca mt thng hiu c lp c th thay i, qu th. M Ty C, thng hiu bia Corona l mt loi bia cp thp, bn a. Bn c th mua mt xch 6 chai trong mt siu th (supermercado) Mexico City vi gi 2,5 la. Nhng M, thng hiu ny li l mt loi bia cao cp, thi thng. Cng mt xch 6 chai bn s phi tr n 6 la Atlanta. Qu l ng phi pht cung ln vi ngi M, Corona ang l loi bia nhp khu hng u M. Hy xt n trng hp ca sa chua, i vi ngi M th y l mt loi thc phm b dng v thng hiu Dannon tn vinh vic ny. Nhng Php, Dannon b nhn nh mt th ch nung chiu khu v. V vy cng ty ny phi thnh lp ra mt vin sc khe, mt trung tam nghin cu thc s v thc phm v gio dc. 3- Vic dn u th trng ca bn c th khng th din dch c. Nescaf l thng hiu c ph hng u ca Nestl trn ton th gii. Nhng n , Nestl phi to ra loi c ph ung ha tan Sunrise thch ng vi khu v a phng ca x ny. Mi lc ca Sunrise n vt xa thng hiu ni ting th gii Nescaf. 4- Tnh k tha ca bn c th khng c tn trng. Kellogg's l mt thng hiu lu i ng t ho v ng cc. Nhng n b i x hon ton lnh nht n , ngi n thch n sng vi nhng ba n y gia v bi h tin rng nhng thc ny mang li nng lng cho h. (Ngi n tin rng thc phm nh hnh v nh tnh con ngi.) Tnh k tha l tha thi trong trng hp ny. 5- Tnh c bit ca bn c th b lu m. Lux l ci g ? Bn c th nhn thy thng hiu ny khp ni chu vi nhng ngi sao mn bc hp dn ca M trong nhng phng tm tht n tng. i vi n , Lux l mt cc x bng. Trung Quc, i Loan v Philippines, Lux l du gi u. Nht, Lux l mi th t x bng n u gi u. Tht kh thuyt phc th gii rng bn l chuyn nghip mt khi bn phi thay i ph hp vi a l.

Mt cho tt c
Mt gim c dch v khch hng ca mt cng ty thit k ton cu ni : "Cch xy dng thng hiu nh nhau c xc nhn, nhng n khng th c ngha l nhng th khc nhau trong nhng th trng khc nhau. Nhng li ch c v l r rng i vi cc cng ty. H tit kim c trn t l. H ch cn mt t ngi cho vic suy nhg chin lc cho thng hiu." l vn ca vic ton cu ha ht mnh. Khu v thay i. S a chung thay i. Con ngi thay i. Bn c th khc bit ha bt c ni u. Nhng bn khng th khc bit ha mi ni vi cng mt tng.

CHNG 22

GN GI S KHC BIT CA BN
Nh bn va mi c trong cc chng trc, vic ham mun c ln mnh khng ngng thng dn ti ci by l"mi th cho mi ngi." iu ny c ngha l, khng cn s khc bit. (Chng ti s khng lm cho bn phi chn nn vi nhng v d khc na.) Nhng y vn cn nhng hng dn quan trng gn gi s khc bit ca bn -nhng hng dn s gi bn khi lang thang vo nhng chn hoang d v ri lc li.

Nh li s khc bit ca bn
Mt khi cng ty v thng hiu c hnh thnh, vic qun tr lun phi bao gm trong yu tnh ca s khc bit ca sn phm hay dch v m bn bn. Nhng vi thi gian v nhng cung cch qun tr mi xut hin, s khc bit c th b th mng cho s ngang ngnh ca nhng ngi mi vo cuc chi v nhng k c lin h s ho tn. D sao bn cng phi tm ra con ng gi cho c ci hiu bit v s khc bit ca bn vi nhng th h qun tr tip theo. Bn khng th cho h lc li khi chin lc nh hnh. chnh xc l iu m GM lm vi nhng thng hiu ca h khi, v nhng l do ti chnh, h bt u lm cho chng tr thnh tng t nhau v vi gi gn nh nhau. Ci k c lc hng ny d dn n s suy gim nhanh chng ca mi lc v th phn.

Cu chuyn ca Sears
Sears l mt nh bn l huyn thoi ang nm di p lc ca cc cuc tin cng t mi pha. Wal-Mart, KMart, Target, Home Depot, Ames, Circuit City v v s nhng nh bn l khc ang lm cho cuc sng v tng lai ca h tr thnh v cung kh khn. L khc bit l ht sc kh khn trong mt th gii bn l qu . Nhng h lm iu th no ? Nu bn c tm hiu v Sears, bn s bit rng h l nh bn l u tin v duy nht to thnh nhng thng hiu chnh : trang thit b Kenmore, cng c Craftsman, pin Diehard, bnh xe Roadhandler v sn Weatherbeater. Chng l nhng sn phm tuyt vi vi gi hp l v c bo hnh y . V tt c ch c bn ti Sears. Kch s cng cho bn thy l nhng th to nn s khc bit cho Sears. Bi vy, tng lai ca h ph thuc vo vic gn gi sc mnh cu nhng thng hiu trn v tip tc nhng g h lm trong qu kh. Xy dng thm nhng thng hiu mi. Nh li nhng g lm cho h thnh cng l cha kha khc bit ha ca Sears.

yn vi s tri ngc
Bob Lutz, ch tch ca Chrysler, vit mt cun sch tn l nhng ngi gan gc (Guts). C mt chng trong l ng gi cho c mt cun sch, n c u l "Khi mi ngi u lm iu , ng lm." Chng ta khng th no ni c tt hn na. L khc bit lun i hi cch suy ngh "i ngc li". Bn phi co s s gan gc dm i ngc li vi nhng g c coi l khn ngoan truyn thng thng thng. Nh chng ti vit trong nhng chng trc, khi chng trai mi chn tui tn l MIchael Dell khi u ci cng ty my tnh b nh ca anh ta, anh ta bit rng mnh khng th cnh tranh vi nhng cng ty hnh thnh ginh ly nhng k trng by trong nhng ca hng. Hn na, quy lut ca ngnh cng nghip lc l, cc my tnh phi c by bn trong nhng ca hng. Mi cng ty u tin rng khch hng khng th tin tng vo mt cng ty bn hng qua th vi nhng loi sn phm hin i nh vy. Michael Dell nh quy lut. Anh lm ng vi nhng khn ngoan trong ngnh ngh v marketing trc tip sn phm ca mnh. Khng bao lu sau, anh dng nn mt cng ty t gi hng t la. Hu ht cc t chc u tin rng con dng thnh cng l lm theo nhng ngi d thnh cng trong mt ngnh cng nghip no . V t ngh h a xa lnh tng khc bit ca h tm n vi nhng cuc kinh doanh m mt i th c sn trong tay. Pepsi tung ra "th h mi " ca h nhm vo mt trng tm mi ngi. Burger King n vi cc em nh thuc v McDonald Ci m cc cng ty ny khng th xc nh l, "mt khi i nghch th phi lun i nghch."

Chuyn ng nghch trong ng c phn lc

Mt trong nhng cch tt nht l tri ngc l xc nh li vic kinh doanh v cch thc hin vic kinh doanh . Vng phi nhng vn k thut trc , ng c phn lc GE90 thua cuc trc Pratt & Whitney v Rolls-Royce v khng c chn lm ng c cho my bay Boeing 777. V vy khi phin bn 777X ca loi my bay ny c pht trin, General Electric xem y l mt c hi thm nh li vic kinh doanh. Chin lc ny c hai phn. Phn mt l thuyt phc Boeing bn chic my bay trn gi -ng c cng vi my bay. y l mt iu tri ngc vi l thng khi Boeing ch bn thn my bay cho cc hng hng khng v nhng hng ny s quyt nh vic chn my (GE, Pratt & Whitney hay Rolls-Royce). GE xa b tin l ny vi mt chi ph duy nht cho vic bo dng tnh trn gi bay v nhn ly ri ro t chi ph bo dng cho hng hng khng. Phn hai l mt tha thun chia i chi ph pht trin phin bn mi, vic ny gip cho Boeing trnh khi nhng ri ro trong vic bo m cng nng ca chic my bay mi. B li cho GE trong vic ny, Boeing s k hp ng nhn GE lm nh cung cp c quyn ng c cho nhng loi my bay ng di. Vi mt tha thun c gi tr khong 12 triu la, hot ng nghch ny ca GE c th ng gi ti 20 t la thu nhp trong hai mi nm ti.

Nht qun
Mt khi bn thip lp oc ci lm cho bn khc bit, cng vic tip theo ca bn l phn nh s khc bit ny trong mi hot ng ca bn. Vic nh hng ny s khng ch tc ng n khch hng ca bn m cn c n nhn vin ca bn na. Tnh nht qun n di nhiu hnh thc. Mt hnh thc l nht qun vi thng ip qung b ca bn. Cc cng ty thng pht trin mt thong ip khc bit ha hiu qu nhng n gin c qung b trn cc qung co ca h. Nhng b phn quan h cng chng li thng dn theo mt hng khc. V ri bn c nhng ngi qung b ca bn mun lm vic ny theo ca h, cng tng t nh nhng nhng ngi trung gian ni chuyn vi cc c ng v Wall Street. Thay v mi nhm cng hot ng trn mt tng chuyn nht, h li mun lm theo tng ring ca h c thun li cho cng vic ca h ch khng phi cho cng vic ca nhng ngi no khc. Ngi duy nht c th gi cho mi ngi cng lm vic theo mt hng l v gim c iu hnh. ng ta hay b ta cn phi gi cho mi ngi

cng ch tm vo mt tng duy nht.

Nhng gp g nng u
Nu, nh chng ti vit phn trc, Burger King chp nhn nh hng vo nhng a tr ln hn, ngi ch tch hi ng qun trcn phi i n nhng ca hng nhng quyn ca cng ty chc l h loi b hon ton loi phn n cho tr em. Ngi ny phi ni r vi nhng ngi sn xut, "Khng c nhng phn n tr em na," v vi nhng ngi qun b, "Khng lin kt vi Disney na." Ngi cng s phi gp g vi nhng ngi lm qung co cho h v ni, "Chng ti l ch cho nhng ngi ang trng thnh, McDonald l ch cho tr em. Mi thng ip ca chng ti cho mt tng lai c th d kin u phi chuyn ch theo tng ny." Cui cng, ng hay b ta cng phi c ly can trng n vi Wall Street v nhng ch c phn v gii thch ti sao cng ty phi ri khi phn on th trng tr em v gia nh. (Tt c nhng vic trn l nhng th nhc u, v cng chc chn l l do m cng ty ny t chi theo ui chin lc m chng ti gii thiu vi h nhiu nm trc.)

Kin nh trong hot ng

Trc y chng ta nhc n ngn hng Wells Fargo v vic dng tnh k tha ca h khc bit ha vi hai thuc tnh nhanh chng v phc v. Vi khi nim : "Nhanh t . Nhanh lc ny." Nhng lm ch dc s khc bit , ngn hng ny phi lm rt nhiu vic hn l ch thc hin mt chng trnh qung b tp trung. H s phi lm vic ht mnh pht trin nhng dch v p ng nhanh. H cng phi xy dng mt chng rtnh ni b ht sc nng n lm cho ngi ca h mn cm hn trong vic p ng nhng nhu cu ca khch hng. Li ha hn l "nhanh" ca bn i hi bn phi ht lng vi li ha ny. V cc khch hng ca bn s nhanh chng nhn ra bt c nhng g l khng kin nh bn. My nm trc y, khi Avis ha hn l h "c gng nhiu hn", ngi ca h phi ph din c hnh thc n lc ny. Hoc nh United Airlines quyt nh l c "nhng bu tri thn hu," nhn vin ca h phi lun c n ci trn mi bt k trong trng hp no i na. (Chng ti cho l chng trnh ny gin on l v ngi ta khng th thn hu sau nhiu gi chm tr c.) Thm na, d gi oc hnh thc kin tr ny nm trong tay nhng ngi iu hnh trng. ng ta hay c ta cn phi l mt lnh o vui tnh trong n lc kin tr ny. Nhng bu tri thn hu v vui v nht trong ngnh kinh doanh hng khng l thuc v Southwest Airlines. Ci to nn iu ny l ch tch hi ng qun trHerb Kelleher. Nu bn bt ng thy c Herb trn my bay, ng ny s l mt ngi vui v nht trong khoang.

Gi lin h
C nhng thi gian m bn cn phi thay i v th ca bn. Th trng chuyn i ngay bn di bn v bn cn phi thay i tng khc bit ha ca bn hay l bn s cht. l iu gi cho Lotus sng st sau khi Microsoft ginh mt Excel cho Windows. Nhng iu ny thng ch l mt ngoi l, n khng phi l quy lut. Nhiu hn l khng, chng trnh ca bn nn l mt n lc khng ngng gn gi v ngay c ci tin s khc bit ca bn. Thay i bi v nhng thay i ca th trng l mt vic. Thay i v mc ch thay i li l mt vic khc. iu ny xy ra khi bn theo ui vic pht trin khng ngng tr. Tin hnh nhng bin tu khng ngng ca sn phm, ch thc y mi lc, ch lm cho ri tung cc k hng ln v chuyn giao cn cn quyn lc cho nhng ngi bn l, nhng ngi thc s l ch nhng k hng. (Hy ngh n khu vc thuc ho, thuc cm trong mt siu th. c qu nhiu bin tu sn phm khin cho bn khng th tm ra c chnh xc th m bn mun tm.) Theo ui vic m rng khng ngng ging sn phm ch t c s lng ln hn l t xa m nhn thc thng hiu trong tm tr ngi tiu dng v m rng cnh ca n mi nhng i th khc bit hav chuyn bit ha tt hn.

M rng s khc bit ca bn

Kem nh rng Crest vn l mt trong nhng thng chiu chnh ca P&G trong nhiu nm qua. H l s hu ch ca thuc tnh "t su rng" trong hn ba mi nm qua. Nhng xin cm n vic trn thm fluor vo trong nc ca chnh ph, vic b su rng gim i rt nhiu, V kt qu l thuc tnh nga su rng khng cn sc mnh nh trc kia na. Kim sot cao rng v nga ng vi tr thnh nhng thuc tnh quan trng hn trong hin ti. iu m Crest nn lm l ci m chng ti gi l "m rng s khc bit". Ni cch khc, m rng s khc bit nhng khng ct t lin h vi qu kh. Mt hnh ng r rng nht cho Crest l h nn ti v th ha li nh mt ngi "tin phong trong vic chm sc rng" v gii thiu mt loi Crest mi cng lc nga su rng, kim sot cao rng v nga ng vi. Khng may mn l, chnh xc l iu m Colgate lm vi loi Total mi ca h. Sau hn ba mi nm chu lp, hm nay Colgate tr li vi v tr hng u.

Khng ch ngi
Ci m iu trn biu t l th trng l mt chn lun thay i v bn cn phi lun chnh sa s khc bit m bn c. Toys "R" Us sng to ra mt hnh thc c nht -mt nh kho vi mi loi chi m bn c th tng tng ra. N lm cho cc i th gn nht ca n i n ch ph sn v bng kn cnh ca th trng li. V nhng g xy ra k tip c m t y trn tp ch Fortune : Nhng ri th gii li tip tc i thay. Ngy nay Toys "R" Us c nhng i th sng s : Wal-Mart v mng Internet. Wal-Mart cng bn cc loi chi c Toys "R" Us v vi gi r hn. Mt b m ang vi v o qua nhng dy k Toys "R" Us ni vi chng ti, "Ti khng thng n y. Ti thng mt vi mn chi no khi ti mua sm Wal-Mart." Cn c nhng g m bn khng th tm thy Wal-Mart, bn c th d dng tm thy chng trn eToys hay Amazon.com. Bt hnh thay, Toys "R" Us vn bm vo vi nhng h v ca vng ho quang c v vn khng chu thay i i hnh thc bn hng ca h. H khng m rng s khc bit ca h. Ngy nay, Wal-Mart bn c nhiu chi hn l h v Toys "R" Us c th xt n ngh ca tp ch Fortune v i tn thnh Toys "Were" Us.

Mt huyn thoi i Nh Lan

Pha l Waterford l mt trong nhng thng hiu ni ting nht trong chng loi sn phm ny. Nhng nhng hng pht trin gi khin cho h tr thnh mt ging sn phm "Rolls Royce" : tuyt p nh cng tuyt mc. Vi gi 40 cho n 50 ch mt ci ly, v vic nh v tim tng tro thnh mt yu t ni ti mnh m. y khn gc nhng loi pha l r tin hn cho bn chn la (hay lm b). H ch nn ngi yn hay c cch no khc vt qua vn gi c ny ? ngh ca chng ti l m rng s khc bit ca h. Chin lc l gii thiu mt "chng trnh thay th sut i." iu ngh l mt sn phm thay th khi b v vi gi thp hn, bng na gi trn danh mc sn phm. Chng trnh ny cng n gin. S ha n mua hng s c lu li, khi mn hng b nh b nhn hiu Waterford v con s ny s c gi tr v xng sn xut v mt sn phm thay th s c gi n cho khch hng vi gi ch bng mt na trc kia. Chng trnh ny l kh th, bi n loi b c trung gian l ngi bn l. Khi nim m rng ny c th c din t bng cch v th ha Waterford nh mt "mn u t c i." H c lm nh v khng ? Khng, thay v vy h gii thiu mt thng hiu m rng Waterford r tin hn. Lun l y v trong cu chuyn ca Toys "R" Us l s tin ha i hi phi thay i khng lun l mt th m ngi ta hn hoan cho n.

M rng chng li chp v

y c s khc bit ln trong vic m rng mt thng hiu v vic ct a vi n. Vic m rng thng hc y i th phi hnh ng hay phi c nhng thay i quan trng trong th trng. Vic cho v thng bao gm nhng vic vic nh thay i mu m hay mi rng ging sn phm mt cch r di v nhng n lc chinh phc mt hng pht trin. cng l l do m cc vn phng thng chen y nhng ngi marketing gi cho chng ng pht chn. Hy xt nhng vic sau : Mt ai ca thng hiu du gi Prell no : "Ny, ti sao chng ta li khng pht trin loi Prell xanh dng cho ging sn phm Prell xanh l ca chng ta ?" ng nhin l tng ny s nh mt i nhn thc ca ngi tiu dng v Prell. N khng xanh l th n khng th l Prell. l iu lm cho Prell khc bit. Mt ai ca thng hiu Pepsi ni, "Ny, ti sao chng ta khng dng li kh t phong trtng sch ca th h mi v gii thiu mt loi Pepsi khng mu ? Ta cso th gi n l Pepsi pha l." R rng l kin sny khng xt g n nhn thc ca ngi tiu dng, nu n khng nu en th n khng th l cola. V mt ai McDonald th ni, "Ny hy ginh mt ch trong hng pht trin ca pizza v gii thiu thm mt loi Mcpizza vo thc n ca chng ta." Ngi ny cng khng l g n nhn thc ca ngi tiu dng, mt dy chuyn chuyn hamburger th khng th rnh r v pazza c v Mac khng phi l mt nh chuyn nghip v hamburger sao ? Khc bit ha phi c ging sn phm ph hp vi nhn thc ca tm tr, khng c chng li chng. Nhng g m ni b ca cng ty nhn thc l ci tin c th ch gy ra s lm ln trong tm tr ca cc i tng tim nng. Nhng kin tng t chn vi s khc bit ca bn.

CHNG 23

AI C NHIM V VI S KHC BIT HA

Cc cp lnh o cao cp phi nhn ly nhim v bo m cho chin lc khc bit ha c tin hnh, qung b v duy tr. C ngha l, ngi ch tch hi ng qun trphi chu trch nhim trong vic ny. Ngy nay, vic mt chin lc ng b xem nh l qu thng thng. Cc lnh o cao cp cho l nhng ngi lm marketing v qung co y kinh nghim phi lm cho hon tt cng vic ny, v h ch lo c tm vo nhng vic bn giy ca h v ch i nhn thy nhng con s ng quan tm tng trng nh mong i. Vy l cc vn xy ra.

Ti sao ngi ch tch hi ng qun trtht bi

Tp ch Fortune dnh ch cho nhng nh qun l ni ting vit v ti m tp ch ny gi l nhng ngi ch tch hi ng qun tr tht bi. nh ngha ca h l nhng ngi iu hnh b thc p nhn thy cng ty ca h b bn i hay lc hng. Trong bi phn tch ny, cc tc gi khng ngay c lit nhng chin lc t hi vo trong 6 thi quen ca nhng ch tch hi ng qun trtht bi. V t h cho l nhng vn ny xy ra l v iu hnh t. Theo nh Fortune, nu bn t mt ngi ng vo mt v tr ng, mi vic s tt p. Chng ti khng chc c vo suy ngh ny. Khi chng ti nhn li nhng tht bi ca cc iu hnh trng, chng ti ch nhn thy nhng chin lc khng ng ch khng phi vic iu hnh sai lm. Sau y l mt s v d : Robert Allen (AT&T, 1988, 1997). ay, ngi ch tch hi ng qun trny khng nhn ly li kh t v th hng u ca AT&T, mt yu t khc bit tuyt vi. Thay v vy, ng ta c th sc vi nhng c hi a cng ty ny vo vi lnh vc my tnh. Nhng n lc ny tht bi v ng gi hng t la. Joseph Antonini (Kmart, 1987-1995). ng ny c sc cnh tranh vi Wal-Mart bng gi v thua. Tht kh khn chng li mt t chc nh vy m khng c nhng li kh cu trc. ng ny cn mt chin lc vt qua gi c li ko ngi ta n vi Kmart. ng ta khng c mt chin lc no c. Al Dunlap (Sunbeam, 1996-1998). T nhng ph din ca ng ny, ch tch Al khng h nhn bit owcj mt tng khc bit tt no nu chng c c trnh ln cho ng ta. Tt c nhng g cng ny bit ch l nhng kinh nghim ca ng, ct gim chi ph v c gng lm cho Wall Street la mt. Tt c ch l trnh din v khng c chin lc. Carl Hahn (Volkswagen, 1982-1992). ng ny nhn th phn ca Volkswagen vi ci nhn ca nc M trong khi c gng bn nhng chic Volkswagen cng knh, nhanh v t tin trong khi th trng ch mun nhng chic Volkswagen nh b, tit kim v d iu khin. l nhng thuc tnh khc bit ca Volkswagen m ngi tiu dng c sn trong tm tr. ng ta ng ngnh i theo mt chin lc sai lm.

Mt nh hng
Vy phi lm g c th hon thnh cng vic ? Bi bo ca Fortune cho l, "Nhn s trc, chin lc sau." Trn thc t, chin lc l gn mt na cuc chin. C g xy ra vi vic c mt tng trc ri mi t chc nhn s v gung my bin tng o tr thnh hin thc ? Mt tng chin lc -mt tng khc bit ha-l mt na ca cuc chin, nu khong mun ni l mt na quan trng ca trn chin. Khng c c mt tng mnh m, tt c nhng kch hot v k nng con ngi u khng th h tr g y c. Vn vi bi bo nh trn l Fortune cho nhng bc thy v mt cng ty t vn to ra mt trng hp ca mt iu khng tht ng. V cn t hn na l n h tr cho ngi ta tip tc coi r mt chin lc tt.

iu g thc s sai lm
Bn c th nhanh chng nhn thy nhng g s xy ra. Mt nhm nhng nh iu hnh khng c nhng vn iu hnh, h ch c nhng iu nn lm v khng nn lm. Nhng ngi ny b bao bc bi mt m nhng gim c t tin trang b vi nhng ngh sng r v nhng ha hn khng l. Vn thc s i vi nhiu cng ty l ngi ch tch hi ng qun trthng khng tham d thc s vo qu trnh chin lc ca cng ty. Khi chng ti trnh by chin lc "64 bt" vi DEC, chng ti khng th nhn thy Bob Palmer quanh u gn chng ti. ng ta khng n vi nhng cuc gp g tng t. ng ra, ng ta nn c mt, mt ch tch hi ng qun trcn phi hiu c nhng g c trnh ln trn bn ca ng ta va nhng yu cu ca chnh ng ta l g, nu ng ta c mt yu cu no . Hu ht nhng bin chuyn ln u l th thch vi nhng cuc kinh doanh ln. V kt qu thng l h t chi p nhng tng mi. Peter Drucker gi iu ny l "x t nhng c hi ca tng lai v tc ng ca ngy hm qua."

Ti sao ngi ch tch hi ng qun tr phi tham d vo ?

Ci m bn thng quan h trong cp trung gian ca cc cng ty l nhng con ngi ca "lch trnh c nhn." H n lc ht mnh t mt du n ln mt th g c th thng tin trn nhng bc thang ngh nghip. Nhng quyt nh ca h thng khng v li ch ca cng ty m chnh v nhng thun li cho ngh nghip ca h. Hay i lc cn t hn, h ang c gng trnh khi nhng sai lm c th a ngh nghip ca h n ch b tc. Chng ti tng pht trin mt chin lc cho mt cng ty ang thch thc vi nhng n lc bn mt th h my tnh mi. Sau bui hp, mt y vin qun tr ca h nhn thng vo mt ti v ni : "ng u khi chng ti cn n ng t hai nm trc ?" (Hai nm trc quyt nh ny c trnh ln ban gim c c thng qua.) Mc d lc ny, ng y vin xc nh c l mt quyt nh sai lm v ni l ng khng th chp nhn c mt sai lm tm mc . Quan im ca ng ny l c th hiu c, nhng vi quan im ca cng ty th tht au lng. c bit l khi bn nhn ra l mt cng ty khc ly cng mt chin lc v lm ra hng t la vi n. Ch c ngi ch tch hi ng qun trl trong v th c thay i c k hoch v ng ny li khng c mt trong phng ra quyt nh.

"Ti c trch nhim"

Mt vn khc m bn c th gp l "tnh c nhn" trong cc gim c iu hnh v c quan qung co ca bn. c th l mt tng ng quan tm t bn ngoi trn bn giy nhng chng c th c vn vi nhng ngi thc hin chng. H t nh : "Nu mnh chp nhn mt tng ca ngi khc, cp trn ca mnh s coi thng mnh." y chnh l mt trng hp ht sc kh khn. Chng ta s pht hin ra rng, thay v chi b hon ton nhng tng t bn ngoi o, nhng ngi ny lai thm tht tng ca h vo v th l h c g ni. Vic ny cng tng t nh thay i nhng nguyn liu ca mt ci bnh -bn vn c mt ci bnh nhng mi v khng cn nh ci bnh trc na.

T lm ci ca mnh
Khi bn nghin cu nhng ci thnh cng, bn s thy l nhng ngi ch tch hi ng qun tr tt nht thng t iu hnh cc chin lc ca h. Herb Kelleher ca Southwest Airlines, mt hnh hng khng c th ni l thnh cng nht trong ngnh, iu hnh ly chin lc ca mnh. Khng ai c th l tt hn trong vic l khc bit nh Herb. Jack Welch chc chn l khng th c mt tham d v tham gia thc s vo tt c nhng cuc hp chin lc kiu nh trn c. Nhng ng ta c c nhng y vin qun tr trong tay thc s lu di. Hu nh tt c nhng y vin qun tr ca ng ny vi nhng cng vic hon ton ring bit u li vi v tr ca mnh lu di (trung bnh l mi hai nm). ng ta hon ton tin tng vo nhng y vin qun tr ca mnh trong vic hnh dung ra th no l khc bit ha. John Schnatter ca pizza Papa John t iu hnh chin lc ca ng ta v nh chng ta c th d on, Bill Gates ca Microsoft cng vy. V chng ta cng chc rng Martha Stewart t iu hnh ch trang tr mau chng ln rng ca mnh. Tt c u l nhng nh doanh nghip tr v khng trao ph chin lc kinh doanh ca h v tay nhng nhn vin iu hnh trung gian. (Bn c trch c h v iu ny khng ?)

Mt thnh cng t Phn Lan

Nm 1992, Jorma Ollila, bn mi mt tui c b nhim lm ch tch hi ng qun trca tp on ang pht trin Nokia. ng ny loi b nhiu ngnh ca cng ty c v ch tp trung vo lnh vc truyn thng di ng. ng cm nhn rng vi mt s hy sinh no , Nokia c th nm ly vai tr hng u. ng quyt nh Nokia phi l khc bit. Trong khi in thoi k thut s ang ct cnh chu u, ng sn sng vi cc loi in thoi d x dng cng vi mn hnh a dng, Nhng khc bit mi khc na cng nhanh chng c gii thiu, in thoi siu bn, mu thi trang v ngay c nhng khc bit cho tng th trng chnh mt. (Chung reo ln cho chu, gi bng ging ni cho nhng ai c vn vi bn phm) Nokia nhanh chng c nhn bit l mt thng hiu in thoi di dng tin tin nht trn th trng. V ngy nay , Nokia l loi in thoi di ng hng u ca th gii. Ollila chu trch nhim vi vic gi cho Nokia khc bit. lm c iu ny, ng thc y cng ty nhanh chng loi b nhng th h in thoi mi trong mt thi gian nht nh. Hin nay, Nokia ang xy dng mt h thng in thoi mi gi l th h th ba. (Analog v k thut s l hai th h u.) iu ny lm cho chng ta ngh rng Nokia cn ng c tr hng u mt thi gian di na, Ollila lm nhng iu ng.

Quan im ca mt ngi n b thnh cng

Khng mt ai c th lm c vic khc bit ha tt hn l Tina Brown lm vi tp ch. Khi b ny n vi Vanity Fair, b y vng ho quang bo ch i n gii hn tt cng ca n. B lm khuy ng nhng ngi New Y ork cu tro. D lun v nhng ngi ng h u chp nhn l b ta to ra mt chn ng v li ko c s ch i vi sn phm ca b. Ngy nay b ny ang sn sng vi mt tp ch mi tn l Talk, v ngi ta s phi bn n t tp ch ny ca b. Nhng nhng g ng ni nht l nm bi hc marketing ca b c ng ti trn t Wall Street : 1. Tin vo bn nng ca bn. Ti nghe mi ngi ni Nhng ti thng tin vo cm gic ca mnh v thng c quay li vi nhng tng u tin ca mnh. (B thc hnh chin lc ca ring mnh.) 2. C mt tnh cch nhn c mnh m lm theo mi th mt cht ca ngi khc s khng h tr c cht g cho bn. (Sn phm ca bn phi khc bit.) 3. To thnh mt hi nhm. Cuc t ph cn n mi h tr m n c th t c. y l mt t nc to ln. Bn cn phi n c vi rt nhiu ngi. (Bn phi khc bit ha trong tm tr i tng tim nng.) 4. Phi sng to vi vic chi ph. Tm ra nhng kh nng mi v ng gi sn phm ca bn mt cch khc hn. Nu bn khng c c mt ngn sch ln, bn phi c ly mt quan im ring. (Mt ln na, phi l khc bit.) 5. p dng cc kh nng hin hu ca bn nhiu cch khc nhau. Vi nhng ngi vit bi chng hn mnh li y l tm ra cch lm cho h hng phn lm cho h cm thy h c th vit v nhng ti m trc y h ngh l khng th. Thm mt ln na, l khc bit.)& y l mt ngi n b ht sc thnh cng, ngi r rng l chu trch nhim vi chin lc ca mnh v mt ngi tin tng mnh m vo vic l khc bit. Khng phi l mt tng t cho mt bin tp vin. B ta t c iu ny. Nm 1966, Peter Drucker xc nh v tnh lnh o khi ng vit : "Nn tng ca tnh lnh o hiu qu l suy ngh thng qua nhim v ca t chc, xc nh v thit lp nn nhim v mt cch r rng v nhn thy c." Rosser Reeves cng s ng vi nhn nh ny.

HT