GOLDEN GATE MARKETING MANUAL

Ni dung

I.

Marketing l g ?.................................................................................................................................... 1
Xy dng thng hiu - BRANDING......................................................................................................... 1
Tng li nhun - TRADING........................................................................................................................ 1
Lp ngn sch Marketing .......................................................................................................................... 2

I.

Marketing l g ?

Xy dng thng hiu - BRANDING

Thng hiu c hiu l mt li cam kt ca bn bn hng, l nhng g khch hng mong mun c thy nh
hng. Xy dng thng hiu tc l phi xa b khong cch gia li ha v hnh ng.

Tng li nhun - TRADING

Tt c cc k thut marketing, khuyn mi, qung co nhm tng doanh s c th c chia ra lm 4 phng thc

Tng thm khch mi: Tng thm lng khch n nh hng ln u tin. y l phng thc tn km nht
trong 4 phng thc. Tuy nhin khi mi bt u, khch hng cn cha c th 3 phng thc cn li khng c ngha
g. Do vy, lc u vn cn thu ht mt lng khch hng, sau th nn tp trung vo cc phng thc marketing
khc.

Tng tn sut (REQUENCY): Thu ht khch hng quay li nh hng. Gi s trung bnh mt khch hng trung
thnh ti Ashima 30 ngy 1 ln, nu ta thu ht c cc khch ny i n thm 1 ln na trong thng, doanh thu
thng s tng gp i. y l phng thc marketing quan trng nht

Tng gi tr ha n (CHECK AVERAGE): Tng s tin chi tiu trung bnh trn mt khch. Cch d nht l
tng gi, tch cc mi thm mn, bn thm mn ph Tuy nhin cn ch s tin chi tiu trung bnh vn cn nm
trong concept ban u ca nh hng. V d, trung bnh 1 khch vo Ashima chi tiu khong 500.000, c th c gng
sao cho gi tr ny ln 550.000 hoc 600.000, nu tng ln 1.000.000 s ph hng concept ca Ashima.

Tng nhm khch hng (PARTY SIZE): Khuyn khch tng s lng khch trong nhm i cng nhau n
nh hng. V d, t l bn 3 ngi chui Kichi l xx%, 4 ngi Ashima l xx % l ch yu. Ta c th xy dng cc
chng trnh khuyn khch khch hng i theo nhm ng hn. Cc chng trnh tng Party Size thc cht l bin
chnh khch hng ca thnh nhng ngi bn hng v h s r thm bn b, ngi thn.

Lp ngn sch Marketing

Mi mt ngnh c mt t l c trng, t l l thuyt cho ngnh nh hng n ung l 3% - 6% doanh s. T l ca
Golden Gate l 5%.

Thng thng nn lp ngn sch marketing t l thun vi doanh s. Ngha l, nu thng 12 l thng ng khch
nht, th cn phi lp ngn sch marketing xng vi thng . Mt v d in hnh, mt s nh hng qu tp trung
vo thi gian bn yu, b tin rt nhiu tng doanh thu bng k thut happy hour t 16:00-18:00 m qun mt
cn y mnh thm na doanh s lc ng khc. S tht l, trong khong thi gian 16:00-18:00 , mi ngi
thc s c l do khng n nh hng. M c n gn 1 triu nh hng nhng ch c 2% l ng khch vo lc
16:00-18:00. Marketing cng khng thay i c hnh vi, n ch nh hng n cc hnh vi c thit lp ca
khch hng.
Case Study Chng trnh Late Lunch ca Kichi-Kichi HCM:
C ch chng trnh:
Kt qu:
Phn tch:
Tm li, khi quyt nh tiu tin vo marketing, cn phi tr li c:
-

Mc ch ca chng trnh l g ?
Vi s tin b ra, s thu c l bao nhiu t vic bn hng ?

nh gi hiu qu ca chng trnh marketing

Nu b tin vo lm marketing m khng lm tng doanh s v li nhun th chng trnh marketing c coi
l tht bi.