CHIN LC XC TIN HN HP

1. 2. 3. 4.

Khi nim v xc tin hn hp Qung co Khuyn mi Tuyn truyn

Bi tp tnh hung: Hot ng qung co ca PepsiCo

1. Khi nim v xc tin hn hp Hot ng xc tin hn hp trong marketing l s kt hp tng hp cc hot ng sau: - Qung co - Khuyn mi - Cho hng hay bn hng c nhn - Tuyn truyn Tan b cc hot ng xc tin trn phi c phi hp t tc dng truyn thng ti a ti ngi tiu dng. Hiu nng ca cc cng c xc tin thay i ty theo th trng. Trong th trng hng tiu dng, qung co c xem l cng c quan trng nht. Trong th trng hng cng nghip, v tr quan trng nht thuc v cho hng v bn hng c nhn. Cc hot ng xc tin hn hp chu nh hng mnh m ca vic cng ty chn chin lc y hay chin lc ko tiu th sn phm ca mnh (Xem H 12 1) Chin lc y i hi Cng ty qung co, khuyn mi tt i vi gii bun bn y sn phm i qua cc trung gian phn phi. Nh sn xut qung co sn phm mt cch nng ng n cc nh bn s, cc nh bn s qung co nng ng n cc nh bn l, cc nh bn l qung co nng ng n ngi tiu dng y hng ha n vi h.

Chin lc ko i hi chi ph chiu th nhiu v hot ng chiu th nng ng i vi ngi tiu dng to nn nhu cu tiu th. Nu c hiu qu, ngi tiu dng s hi mua sn phm cc nh bn l, cc nh bn l s hi mua cc nh bn s, cc nh bn s s hi mua cc nh sn xut.

H 12-1. Cc chin lc trong xc tin hn hp A. Chin lc y (Push Strategy ) B. Chin lc ko (Pull Strategy) Mt s Cng ty nh sn xut hng k ngh ch s dng chin lc y. Mt s Cng ty ch dng chin lc ko. Hu ht c Cng ty ln s dng phi hp gia y v ko. Th d, hng Procter & Gamble qung co bng phng tin truyn thng i chng li ko khch hng cho cc sn phm ca hng ri s dng mt lc lng bn hng ln cng nh cc cuc c ng thng mi y cc sn phm i qua cc trung gian marketing. Cn xc nh c u l khn thnh gi mc tiu. Khn thnh gi c th l nhng khch mua tin tng ca sn phm ca Cng ty, nhng ngi ang s dng sn phm, nhng ngi quyt nh mua hoc c nh hng n quyt nh mua.

Khn thnh gi mc tiu c nh hng quan trng n cc quyt nh truyn thng ca Cng ty. l cc quyt nh: - Ni ci g? - Ni nh th no? - Ni khi no? - Ni u v - Ni vi ai? Sau khi xc nh khn thnh gi mc tiu, Cng ty phi xc nh xem s c nhng p ng no. D nhin p ng ti hu l vic mua hng. Nhng hnh vi mua l kt qu ca mt tin trnh di thuc quyt nh mua hng ca ngi tiu th. Nh marketing cn phi bit khn gi mc tiu ang ng u v cn a h n trng thi no? Khn thnh gi mc tiu c th ang bt k mt trong su trng thi sn sng ca ngi mua. l Bit Hiu Thch Chung Tin v Mua. * Bit (Awareness). Cn phi nm c vic khn thnh gi mc tiu bit n sn phm hay doanh nghip ca mnh nh th no? nu h cha bit th phi lm cho h bit, bng nhng thng ip gin n lp li nhiu ln. Cng vic ny i hi tn thi gian. * Hiu (Knowledge). Khn thnh gi mc tiu c th bit v sn phm hoc Cng ty nhng li khng hiu . Cn lm cho h hiu v Cng ty: Nhim v, mc tiu v cc sn phm ca n. * Thch (Liking) Nu khn thnh gi hiu v sn phm, h c cm ngh g v sn phm (Ght, khong thch, thch). Nu c s khng thch do nhng khuyn khuyt ca sn phm ca Cng ty th cn phi ci tin han thin sn phm sau mi truyn thng v cht lng sn phm. Cn phi c sn phm tt i trc li ni tt. * Chung (Preference).

Khn thnh gi mc tiu c th thch sn phm nhng li khng a chung n hn nhng sn phm khc. Cn co gng xy dng s a chung sn phm ni khch hng. Cn a ra nhng li rao c th v cht lng, gi c, tnh nng v nhng thuc tnh khc ca sn phm. Nn kim tra mc a chung ca khch hng sau chin dch . * Tin (Conviction). Khn thnh gi c th a chung sn phm nhng cha chc mua. Cn to ra mt nim tin vng chc l sn phm c th c nhiu li ch, p ng nhng nhu cu, i hi ca ngi tiu dng. * Mua (Purchase) Khi khn thnh gi c lng tin, cn phi dn h n bc cui cng. Chng hn mi khch hng dng th, bn vi gi r, c tng thng hoc bo cho h bit sn phm sp ht. Su trng thi trn c rt gn li thnh ba giai on sau: - Nhn thc (bit, hiu) - Cm th (thch, chung, tin) - Hnh vi (mua) Khch hng phi tri qua 3 giai on trn i n vic mua. Cn xc nh xem ngi tiu dng ang giai on no v trin khai mt chin dch truyn thng hu hiu a h n giai on tip theo. 2. Qung co Qung co l mt trong nhng cng c quan trng nht ca hot ng chiu th. Qung co chuyn cc thng tin c sc thuyt phc n cc khch hng mc tiu ca Cng ty. Cng tc qung co i hi s sng to rt nhiu. l mt ngh thut: Ngh thut qung co. Chi ph cho qung co rt ln. V d Hoa K chi ph cho qung co nm 1991 l 126,4 t la, trong : Bo ch chim 24,1% (30,4 t la), truyn hnh chim 21,7% (27,4 t la) Qung co l mt phng tin h tr c lc cho cnh tranh.

Mc ch ca qung co l thu ht s ch ca khch hng, thuyt phc h v nhng li ch, s hp dn ca sn phm nhm thay i hoc cng c thi v lng tin tng ca ngi tiu th v sn phm ca Cng ty, tng lng ham mun mua hng ca h v i n hnh ng mua hng, Qung co c thc hin theo nguyn tc A.I.D.A y l 4 ch u ca cc t. A - Attention (to ra s ch ) I - Interest (lm cho thch th) D - Desire (Gy nn s ham mun) A - Action (Dn n hnh ng mua hng) Nhng quyt nh ch yu trong hot ng qung co bao gm Quyt nh v mc tiu qung co Mc tiu qung co phi xut pht t cc mc tiu trong kinh doanh ca Cng ty v cc mc tiu marketing. V d: mc tiu doanh s, li nhun, th phn, cc mc tiu ny nng cao uy tn ca Cng ty, ca sn phmCc mc tiu qung co thng c phn loi thnh mc tiu thng tin mc tiu thuyt phc hay mc tiu nhc nh. - Qung co thng tin hnh thnh mnh m vo giai on gii thiu sn phm nhm to nn nhu cu ban u. N c th gii thiu cho th trng bt v mt sn phm mi, v cch s dng mi ca mt sn phm hoc s thay i v gi c. - Qung co thuyt phc cn thit v rt quan trng trong giai on cnh tranh nhm to ra s a chung nhn hiu hoc thuyt phc khch hng mua ngay. Qung co thuyt phc c th dng th loi so snh. V d: hng Toyota so snh loi xe Lexus ca h vi loi xe Mercedes ca c c v gi c ln cht lng (ng c chy m nh th no). Qung co so snh cng c s dng nhiu i vi cc loi thuc kh mi hi, kem nh rng, ru v cc loi thuc gim au. - Qung co nhc nh rt quan trng trong giai on trng thnh (bo ha) ca sn phm nhc nh khch hng lun lun nh n n u tin, nhc h nh n a im mua n u tin, nhc h nh n a im mua n u v.v Quyt nh v ngn sch qung co

Sau khi xc nh cc mc tiu qung co ri, doanh nghip c th quyt nh ngn sch qung co cho mi sn phm nhm han thnh mc tiu bn hng. C 4 phng php xc nh ngn sch: - Phng php ty kh nng: Nhiu Cng ty xc nh ngn sch qung co c ty theo kh nng Cng ty c th chi c. Phng php ny b qua nh hng ca qung co i vi khi lng tieu th, n dn n ngn sch qung co hng nm hng n nh. - Phng php tnh theo phn trm ca doanh s, v d, 5% hay 10% ca doanh s nm ti. u tin ca phng php ny l chi ph qung co gn lin vi kt qu hot ng kinh doanh (vi doanh s, li nhun) v m bo s n nh cnh tranh. - Phng php cn bng cnh tranh. Mt s Cng ty xc nh ngn sch qung co ca h ngang bng vi mc chi ca cc hng cnh tranh cng c. Tuy nhin, do uy tn, ti lc, c may v mc tiu ca tng Cng ty khc nhau rt xa nn chc chn kt qu chiu th s khc nhau. - Phng php mc tiu v cng vic. Phng php ny i hi nh marketing lp ngn sch bng cch: - Xc nh mc tiu ca doanh nghip - Xc nh nhng cng vic, chng trnh cn thc hin t mc tiu (qung co trn bo, radio, TV nh th no) - c tnh chi ph han thnh cng vic tng s chi ph ny chnh l ngn sch qung co ngh cho nm ti. Quyt nh v li rao qung co. Quyt nh v li rao qung co thng gm 3 bc: to ra li rao, nh gi v tuyn chn li rao, thc hin li rao. Vic to li rao i hi gii quyt 3 vn : Ni ci g (ni dung li rao), ni th no cho hp l (cu trc li rao) v ni th no cho c hiu qu (hnh thc thc hin li rao) V ni dung li rao

Cn thit k, phc ha nhng s gi dn c c nhng p ng mong mun. C 3 loi gi dn: + Gi dn s hp l: Sn phm em li nhng ch dng theo yu cu (bn, tit kim, c gi tr V d: n p Lioa cht lng ngoi, gi ni, Gi m mi th u bn nh Electrolux. + Nhng gi dn to xc cm. Nhng gi dn to xc cm kch thch nhng tnh cm tch cc a n vic mua. V d: s su rng dn n vic nh rng thng xuyn. + Nhng gi dn o c. Nhng gi dn o c hng n ci thin ni khch hng. V d: c thc bo v mi trng, mua v ng h l lt. V cu trc li rao Hiu qu ca qung co ph thuc kh nhiu vo cu trc ca li rao. Th nht, c nn a ra kt lun r rng hay khch hng t kt lun ly. a ra kt lun thng hiu qu hn. Th hai, trnh by lun chng theo kiu n tuyn hay song tuyn? Thng n tuyn hiu qu hn. Th ba, nn a lun chng anh thp nht vo u hay cui ip truyn. Hnh thc li rao. Cn trin khai mt hnh thc sinh ng cho li rao. Trong qung co in n, nh marketing phi quyt nh tiu , li l, minh ha v mu sc. thu ht s ch c th s dng nhng cch nh tnh c o v tng phn hnh nh v tiu li cun, hnh thc hp dn, kch c v v tr ca li rao hp l. Li rao cn phi ng tin cy, c a thch, to nn s tin tng han tan ni khch hng. Thc hin li rao nn nh th no? Kt qu ca li rao qung co khng nhng ch ty thuc vo nhng g c ni m cn ty thuc vo cch thc dc ni nh th no? Cn c mt vn phng mt ng iu v mt s trnh by hp l thc hin li rao. Nu li rao c truyn trn ti vi ngi trnh by phi ch y s biu l ca nt mt, c ch, trang phc t th v kiu tc. C th dng ln mt khung cnh, mt kiu dng hay mt hnh nh mang tnh ngh thut vi sc p, tnh yu, thin nhin, s trong sng. Quyt nh v phng tin qung co.

Ty theo khch hng mc tiu v loi sn phm kinh doanh m Cing ty c th chn phng tin qung co cho ph hp. cc loi phng tin qung co thng c s dng: bo ch, Radio, Tivi, phim nh qung co, Qung co bng th gi qua bu in, Qung co bng Pano, ap phichvv... nh gi hiu qu ca qung co nh gi hiu qu ca qung co cn phn tch xem mc tiu ca qung co c t c khng? ch cui cng ca qung co l lm cho vic bn hng c nhiu hn nhm tng doanh s v li nhun. Hiu qu ca qung co ph thuc vo hai yu t: Hiu qu ca tin tc ca li rao qung co. V hiu qu ca phng tin qung co. Hiu qu ca tin tc qung co ngha l tin tc qung co a ra c nhng li ch, u vit ca sn phm lm thu ht s ch ca khch hng, c th cn lm thay i quan im kin, s a thch v thi ca h i vi sn phm. Hiu qu ca phng tin: Phng tin qung co m thch hp vi ni dung v tin tc qung co ng thi c tc dng nhanh, mnh ti khch hng th qung co s c hiu qu, t tn km hn. Qung co cn mang li hiu qu l nng cao uy tn v gy ting tm cho doanh nghip, to iu kin thun li trong cnh tranh chim lnh th trng. 3. Khuyn mi Khuyn mi bao gm rt nhiu cng c c ng nhm kch thch th trng p ng nhanh v mnh hn i vi sn phm v dch v ca Cng ty. Hu ht cc t chc kinh doanh u s dng cc cng c khuyn mi. Chi ph khuyn mi hng nm, Hoa K c lng ln n 80 t la. V con s ny cn tng hn na trong nhng nm gn y. C nhiu yu t bn trong cng nh bn ngai Cng ty gp phn lm cho hot ng khuyn mi tng ln d di. Bn trong Cng ty, s nhn thc vai tr quan trng ca khuyn mi mi cp qun tr c khng nh. Bn ngai Cng ty do cnh tranh, do lm pht, do suy thoi kinh t, lm cho vic bn hng tr nn kh khn, mt khc do chi ph qung co cao, phi chen chc nhau trong cc phng tin truyn thng v..vlm cho ngi ta s dng khuyn mi cng nhiu hn. Lm sao phn chia hp l ngn sch cho qung co v khuyn mi? Cc Cng ty chia theo th t l t 20 80 v 80 20. T l khuyn mi qung co c xu hng tng ln trong nhng nm gn y v khch hng ngy cng nhy cm vi thay i gi c. Gii qun tr cp cao khng mun t l ny qu cao. V khi

mt nhn hiu c y mnh bng vic khuyn mi qu nhiu th c th hnh nh ca n s b lu m i. Vic khuyn mi hu hiu nht khi c dng km vi qung co v cho hng. Cc quyt nh ch yu trong khuyn mi bao gm: Quyt nh v mc tiu khuyn mi Mc tiu khuyn mi rt ra t mc tiu marketing c bn i vi mi sn phm. Nhng mc tiu ring ca khuyn mi s thay i ty theo loi th trng. Vi ngi tiu dng: Mc tiu l thc y h tiu dng mua nhiu hn, khuyn khch dng th, thu ht khch hng mi. Cn vi cc trung gian marketing: dn d h bn nhng mt hng mi, tn kho nhiu hn, c gng tm kim nhng khch tiu th mi, kch thch bn hng trong ma vng khch. Quyt nh chn cng c khuyn mi C nhiu cng c khuyn mi khc nhau nhm t nhng mc tiu khuyn mi khc nhau ty theo th trng, sn phm v iu kin cnh tranh. Sau y l mt s cng c chnh: - Hng mu: c th gi n tng nh qua bu in hoc nhn ti ca hng. - Qu hng: Thng tng min ph nh nn, m, o thun, ba l, ti xch. Phiu i ngh mt, phiu n ti ti nh hng - Gi hng chung: l mt gii hng chung c bn vi gi h. V d: Mt bn chi km mt ng kem nh rng. Hp dao co ru vi kem hay x bng cao ru, nc hoa bi ru sau khi caov.v Quyt nh trin khai chng trnh khuyn mi. Nh marketing cn phi a ra nhng quyt nh sau y trin khai chng trnh khuyn mi. - Qui m khch l: Nh marketing phi quyt nh ha hn bao nhiu. Cn c mt kch thch ti thiu no nu mun cho chng trnh thnh cng. Kch thch cng nhiu th kt qu doanh s cng tng nhng vi gia tc gim dn. - iu kin tham gia. Nhng cuc kch thch c th dnh cho mi khch hng c tham gia mua hng. Nhng cng nhn vin ca Cng ty v cc thnh vin trong gia nh h khng c tham gia.

- Thi hn c ng. Nu thi hn qu ngn, nhiu khch hng s khng kp tham gia. Nu thi hn qu di th chng trnh s mt dn tnh thc y lm ngay. Kt qu nghin cu cho thy rng tn s thun li nht l ba tun trong mt qy. Cng cn qui nh c th ngy thng cho cc cuc khuyn mi. Th nghim trc. Cc cng c khuyn mi nn c th nghim trc nu c th c, xc nh xem chng c ph hp vi mc tiu, quy khuyn mi khng. Thc hin v kim tra nh gi. Cc Cng ty da vo cc k hoch, chng trnh khuyn mi lp ch o thc hin sut c thi gian khi bt u thc thi n lc kt thc chng trnh. nh gi kt qu ca t khuyn mi, ngi ta c th so snh doanh s trc, trong khi v sau cuc khuyn mi. T l ny tng ln 10% trong khi tin hnh chng trnh, gim xung 5% sau khi kt thc chng trnh, mt thi gian, mt thi gian sau li tng ln 7%. Chng trnh khuyn mi r rng c nhiu khch mi th dng v nhng khch c mua hng nhiu hn. Sau chng trnh, doanh s gim xung v khch c hng trong nh. Doanh s tng ln sau ny cho thy Cng ty c nhng khch hng mi. Nu th phn ca nhn hiu tr v mc c nh hi cha c chng trnh khuyn mi th chng trnh ch to s thay i mc cu trong nht thi ch khng phi tng sc cu. 4. Tuyn truyn Tuyn truyn l mt cng c tuy cha dc xem trng ng mc trong hot ng marketing nhng i khi li c tc dng mnh, t hiu qu cao nht li tn km t hn qung co. Tuyn truyn l mt phn ca khi nim ln hn, l nhng quan h qun chng (Public Relations). Quan h vi cng chng ca Cng ty c nhiu mc ch, k c vic tuyn truyn tt lm n ng n quan tm n s pht trin ca a phng: ti tr cho cc phong tro vn ngh, th thao, cp hc bng cho sinh vin cc trng i hc, xy nh tnh ngha, nhn nui dng cc b m anh hng sut i.v..v. tuyn truyn cho Cng ty ngi ta c th mi cc nh chnh tr li lc, cc nh ngh thut ni ting n thm Cng ty mnh. Cng c th t chc nhng ba

tic ln, mi phng vin bo ch, i pht thanh, i truyn hnh v cc quan chc n d nhn ngnh thnh lp Cng ty, ngy n nhn hun chng lao ng v.v Bi tp tnh hung: Hot ng qung co ca PepsiCo Pepsi Co l mt Cng ty ln v a dng vi doanh s trn 8 t la. Pepsi Co pht trin mt chui su rng nhng cng c truyn thng i chng n vi gii qun chng ca n. Pepsi Co dng qung co liu lng cao xy dng v duy tr t l chim lnh th trng cho cc nhn hiu ca n. Nm 1983, Pepsi Co chi hn 472 triu la tin qung co trn khp th gii, v tr thnh nh qung co mnh th 12 trong nc. Sn phm nc ngt Pepsico nm 1983 chim 26% th trng (ng sau Coca Cola vi t l 35%), ph qung co cho mt hng ny hn 65 triu la. Nm 1984, Pepsico d nh chi hn 40 triu la cho ring nhn hiu Pepsico thi.Nm 1983, Cng ty chi 47 triu la qung co cho Pizza Hut v trch thm 19 triu la na cho Taco Bell. Nhng sn phm khc cng c chi qung co t mt vi ti nhiu triu la. Nhng Pepsico khng ch dng qung co n vi qun chng v khch hng. Hn 1/3 chi ph qung co ca n nm 1983, khong 133 triu la c chi vo nhng phng tin truyn thng khng o lng c nh phiu thng, k thi c thng, nh c, nhng s kin c bit, nhng cuc trin lm thng mi, v cc hot ng khuyn mi khc. Trong nhiu nm, pepsi tin hnh Li mi ca Pepsi, mt kiu qung co v khu v mi gi khch hn dng th Pepsi so vi Coca cola. Khch hng dn dn b thu ht v nhng tr phiu thng, x s ca Pesico, ngi bn th b cm d bi cc mn tr cp v trng by ca n. Nhng sn phm mi v nhng chin dch qung co mi c nhm ti nhng nh ng chai v bo ch mi khi c nhng s kin ni bt no din ra,. Nm 1984, Pesi s dng phi hp vic qung co khuyn mi v tuyn truyn to nn chin dch mi Pesi s la chn ca th h mi, chin dch ny vch ra nhm thay th th h Pesi gi ci bng mt th h khch hng mi v tr hn. Chin dch ny tch khi kiu qung co mt mu i nh nhng, hoi nim, vn tch khi kiu qung co mt mu i nh nhng, hoi nim, vn l truyn thng ca Pepsi, Cng ty s dng nhng tr gy ci to nn hnh nh mt Pepsi ho hng nh nhm m h tin rng s thu ht c gii tr. Pepsi k vi Lionel Richie khong 8 triu) lm ngi pht ngn cho chin dch. m u, Cng ty lm 7 chng trnh thng mi, trong c hai chng trnh mi ci 60 giy ca Jackson

lm tn ca Pepsi n 2 triu la Michael Jackson v anh em ca anh ta cng c s dng trong nhiu s kin nhm y mnh doanh s, trong cuc lu din Victory Tour qua nhiu thnh ph Hoa K do pepsico bo tr. Pepsi li dng s ho hng quanh chin dch Jackon qua mt n lc tuyn truyn tp trung cao . Cng ty t chc hp bo, phn pht bn in nhng bi ht ca Jackson, nhng chi tit v qung co v chuyn lu din cng cc hot ng lin quan khc. Cng ty cho bo ch v cc nh ng chai xem trc nhng chng trnh qung co. Chin dch tr thnh mt s kin trn cc phng tin truyn thng nhiu chng trnh MTV mc d c chnh sch khng dnh dng ti cc sn phm, cng lm mt chng trnh c bit v nhng bui trnh din ln u ca Michael v mt cuc phng vn vin gim c cc chng trnh thng mi. Nhng chng trnh thng mi cng gp phn ci tin thang im cho chng trnh gii thng Grammy ca i CBS, vn l chng trnh u tin lm qung co. Nh th s phi hp kho lo ca pepsi trong nhng tr qung co i chng lm chin dch th h mi ca Cng ty khi ng mau l. Cu hi tho lun: 1. 2. 3. Phn tch hot ng qung co ca cng ty Pepsi. V sao PepsiCo li a ra v thc hin chin dch Pepsi-s la Pepsi phi hp cc hot ng xc tin hn hp nh th no?

chn ca th h mi?