Cu chuyn v phn khc th trng

www.SAGA.vn - C chuyn ng ngn nh th ny: C mt anh chng n bn to. Mt ph n i qua hi mua: "To c ngon khng vy?" Anh chng xi li: "To ngon, ngt lm ch " . Ngi ph n lc u b i: "Rt tic ti li thch n to chua kia". Mt lc sau mt c gi khc i n. Rt kinh nghim ln trc, ln ny anh ni to chua nhng c gi b i v c ta ch thch to ngt. C nh vy khi anh ni to ngt th ngi ta li thch to chua, ngc li nhng ngi thch to ngt b i khi anh qung co l to chua. C bui ch anh ta chng bn c tri to no.

Cu chuyn ny c v hi cng iu, nhng ta cng thy mt iu rng: Anh chng bn to kia v c mi m chy theo th hiu tng ngi m b tht bi. Trong marketing, ngi ta phn chia "phn khc th trng" l tha mn tt nhu cu ca mi phn khc, bi v mi phn khc th trng c c im, s thch, thi quen..khc nhau m sn phm khng d g p ng c. Nhiu khi phn khc cc nh (thng gi l ngch th trng - niche market) nhng bit cch khai thc th thnh cng hn l chy theo nhiu phn khc. Li ni v anh bn to trn, nu anh ta ng qu tham lam, ch i theo mt phn khc l nhng ngi thch to ngt hoc nhng ngi thch to chua th t ra anh ta cng bn c to ch khng n ni m nh trn. Nhiu doanh nghip Vit Nam hin nay c suy ngh ging nh anh bn to n: C sc p ng mi nhu cu ca khch hng bng cc khu hiu tht ku: "ca mi nh", "khp t nc", "dnh cho mi ngi". H hy vng bng cch s bn c nhiu sn phm cho nhiu ngi hn m qun rng mi khch hng c nhng nhu cu khc nhau, h khng sn sng b tin ra mua nhng tnh nng h khng h cn n hoc khng ph hp vi h. V th h s chuyn qua nhng sn phm p ng c nhu cu c trng ca h. Hy ghi nh bi hc ca nc hoa Champagne. Khi h c gng li ko thm khch hng cho sn phm nc hoa tuyt nh sang trng ca mnh bng cch gim gi xung, h khng nhng khng c thm khch hng m khch hng c cng t b Champgne khi cm thy mnh b "xung gi" theo nc hoa. iu ngc li cng vy, hy tng tng Miss Saigon tung ra sn phm Miss Saigon Delux vi ng cp ngang vi CK, Channel... hy d bo xem n s thnh cng hay tht bi? Chc chn l tht bi bi v nhng khch hng hin ti s khng chp nhn nc hoa gi cao, dn qu-x-tc cng s khng xi nc hoa thng hiu Miss Saigon cho d n sang n my bi t "Miss Saigon" gi ln cm gic "nc hoa r tin" ri. Bin php cho trng hp ny l t tn khc bit hon ton cho sn phm v khng bt c g dnh dng n Miss Saigon. Thc t cho thy c nhiu thng hiu tp trung vo mt phn khc khch hng nht nh thnh cng rc r. WOW l thi trang nh dnh cho ph n v l nhn hiu thnh cng. Nu WOW m rng sang trang phc cng s th cha chc khch hng tm n. Ngn hng Sacombank, chi nhnh 8/3 tng "ngn hng dnh cho phi p" thnh cng ngoi mong i. Ngc li, nhng thng hiu tham lam nh M Ho th kh tn ti v lu v di. Hin nay M Ho bn mnh khu vc nng thn vi phn khc khch hng bnh dn. Nhng khi th hiu khch hng tr nn kht khe hn th kh c th chp nhn dng loi du gi cng tn vi nc ra chn, nc lau nh, bt git, nc ty nh cu... nh th. Cch tt nht l M Ho nn t

tn khc nhau cho tng dng sn phm. Ch c nhng sn phm hng tiu dng nhanh, mang tnh i chng th mi c th marketing v bn i tr. Xe hi BMW th khng th no "cho khp Vit Nam" ging Coca cola c. Hy ghi nh: ng tham lam, hy sng sut la chn cho thng hiu ca mnh mt vi phn khc th trng ph hp v tp trung ton lc vo vic p ng nhu cu phn khc y. V ri thnh cng s sm n vi bn.