You are on page 1of 34

Nguyn Gia Phong - Marketing 47A

n mn hc

M U
I. L DO CHN TI 1.Ni n PR (public relations), nhiu ngi trong chng ta cn thy y l mt khi nim kh mi m, ngay c i vi mt s ngi hot ng trong lnh vc tip th. Mi n ni hin nay chng ta cng cha thng nht c cch chnh xc ca lnh vc hot ng ny. C th gi l hot ng i ngoi, hot ng giao t, quan h cng nghay n gin l PR. Nhng tht ra th PR tn ti v p dng hu hiu ti nc ta t lu. Ch c vic l thuyt v h thng ho cc hot ng ny bng thut ng v bin n thnh mt chuyn ngnh l mi m m thi 2.Trong bi cnh th trng hin nay, hng ho, dch v a dng phong ph, ngi tiu dng gp kh khn trong vic phn bit, nh gi sn phm. Mi doanh nghip u c gng to mt phong cch, mt hnh nh, mt n tng, mt uy tn ring cho sn phm ca mnh nhm em li cho sn phm hnh nh ring, d i vo nhn thc ca khch hng, ni cch khc a thng hiu vo tm tr khch hng.Cc doanh nghip nh v v qung co thng hiu bng nhiu phng php: thng qua qung co, PR, gi c hoc bng chnh sn phm, vi mc tiu chung l lm sao a thng hiu vo tm tr khch hng. Trong c th ni hot ng PR c tc ng tch cc trong vic qung b thng hiu vi cc chng trnh hnh ng c thit k v hoch nh t m, cn thn nhm gt hi c s tha nhn ca cng chng v thng tin n h nhng hot ng cng nh mc tiu ca doanh nghip. 3.Quan st trn th trng c th nhn thy rt t doanh nghip Vit Nam s dng PR chuyn nghip trong xy dng thng hiu, mc d h c th chi rt nhiu tin cho qung co i tr! Mt s doanh nghip khc th c s dng PR, nhng cha hiu v nhn thc ng v n. Khng t doanh nghip cho rng lm PR n gin ch l tm cch xut hin trn truyn hnh, ng hnh hoc nu tn cng ty mnh trn mt bo m khng ch n thng ip v cch thc xut hin nh th no? Mt s cng ty khc li ng ha PR vi t chc s kin hay tham gia ti tr mt chng trnh no , v cha quan tm n yu t truyn thng.
1

Nguyn Gia Phong - Marketing 47A

n mn hc

4.Bn s khng tng tng c quan h cng ng s em li cho bn li ch to ln n mc no. Mi ngi khng bit tn tui cng ty ca bn. Bn c nhu cu a thng tin n con ngi. Nh quan h vi cng chng, nhng cnh ca ng cht trc y s m ra. Tn tui ca cng ty s c nng ln. l v chng ta thng t nim tin vo nhng g c v nhn thy trn bn tin. iu tr tru l ch nhng ngi lm cng tc quan h qun chng chuyn nghip bit r rng 90% tin tc c hnh thnh t n lc ca nhng chuyn vin lm PR. Bin tp v nh sn xut ca mt chng trnh truyn thng l nhng ngi khng bao gi tho mn vi cng vic ca mnh. Hng ngy, hng thng, h phi bt u li vi nhng trang trng hay s b tc trong khng gian yn lng v lp y chng bng nhng thng tin th v, ho hng cho c gi. Bn c th chnh l ngun gc cho nhng thng tin . Nn lm nhng tip th n gin v chi ph thp v c nh hng ln. C rt nhiu sch gii thiu cch thc s dng phng tin bo ch nh vit bi trn bo v thc hin nhng cuc phng vn thit thc. 5.Trn th gii, vic doanh nghip ti tr hay mua hn mt cu lc b no , ngi ta t thy trng hp tn doanh nghip hay doanh nhn no ghi lin vi tn cu lc b. Tuy nhin, ngi hm m v khch hng Vit Nam vn bit rng doanh nghip , doanh nhn kt duyn vi cu lc b thng qua nhng hnh thc tip th a dng nhng rt hiu qu. II.MC TIU NGHIN CU Nghin cu v PR va PR qua bng , thc trng ca bng Vit Nam.Nhm tm hiu v a ra mt s cch lm PR doanh nghip qua bng Vit Nam. III.I TNG NGHIN CU. Cc doanh nghip ti tr cho cc i bng Vit Nam v Chu u. IV.PHM VI NGHIN CU. Cc i bng Vit Nam v Chu u.

Nguyn Gia Phong - Marketing 47A

n mn hc

PHN I. L LUN CHUNG V PR VA PR QUA BNG .


1. PR l g? 1.1. Sc mnh ca PR. 1.1.1. nh ngha PR. Quan h cng chng l nhng n lc chuyn nghip nhm a thng tin ca mt t chc(chnh ph,doanh nghip)n vi cng chng mc tiu thng qua cc phng tin truyn thng c la chon.Quan h cng chng gip mt t chc v cng chng ca n cng hiu bit nhau hn va chp nhn ln nhau. 1.1.2. Vai tr ca PR. Ni n PR (public relations), nhiu ngi trong chng ta cn thy y l mt khi nim kh mi m, ngay c i vi mt s ngi hot ng trong lnh vc tip th. Mi n ni hin nay chng ta cng cha thng nht c cch chnh xc ca lnh vc hot ng ny. C th gi l hot ng i ngoi, hot ng giao t, quan h cng nghay n gin l PR. Nhng tht ra th PR tn ti v p dng hu hiu ti nc ta t lu. Ch c vic l thuyt v h thng ho cc hot ng ny bng thut ng v bin n thnh mt chuyn ngnh l mi m m thi. Hi pho ng K, hi Lim ca lng quan h l nhng hot ng vn ho truyn thng m cng l thc hin cng tc PR cho ngnh ngh ca a phng. Phong tro Ting ht t ting bm, Thanh nin ba sn sng Ph n ba m ang l nhng hot ng PR rt hu hiu tuyn truyn cho tinh thn lc quan, yu nc cng nh nhng nh hng chnh sch ca nh nc thi chin. Phong tro Tt trng cy do Bc H khi xng cng l mt hot ng cng ng tuyn truyn cho vic bo v mi trng mt cch rt hp dn, li cun v thnh cng. Mt trong nhng khi nim PR ph bin hin nay cho rng PR l mt h thng cc nguyn tc v hot ng c lin h hu c, nht qun nhm xy dng: - Mt hnh nh, c th ly v d nh hnh nh ca hng g rn Kentucky l ng i t Senders, mt ng gi tc bc, ng knh, hin hu, d gn i vi tt c mi thnh vin trong gia nh t nh ti gi, cng nh sn phm ca Kentucky Fried Chicken vy.
3

Nguyn Gia Phong - Marketing 47A

n mn hc

- Mt quan im, th d ma tu l xu. Chin dch PR qung b quan im ny c th dng hnh nh au kh ca ngi nghin, ca cc gia nh c con nghin, cng nh cc nh gi ca gii chuyn mn (bc s, cng an) nu bt ci xu ca vic s dng ma tu. Cng c th s dng mt hay nhiu nhn vt ni ting ang c gii tr hm m nh ca s, nhc s, doanh nhn thnh cng h ln ting phn i ma tu. - Mt n tng, th d bia Heineken l nhn bia ca nhng ngi thnh t. t c n tng ny, Heineken lun nht qun trong mi hot ng ca mnh: ti tr cho cc mn th thao vua nh golf v tennis, nhc c in. - Mt s tin cy, Hy bu Hillary Clinton lm thng ngh s bang New York v b ta quan tm n quyn li ca ph n. Tuy nhin mun thnh cng th cc hot ng ni trn phi c hng ti mt nhm i tng c th v phi tp trung vo mt ch th nht nh, c th lm mt sn phm (sa), hay mt thng hiu (Vinamilk), mt cng ty (Unilever), mt chnh sch (quy nh i m bo him khi i xe my), mt t nc (Vit Nam im n thin nin k mi), thm ch l mt c nhn (ca s Lam Trng. PR chuyn nghip hon ton khng phi l mt hot ng m dn, v mt trong nhng tiu chun u tin ca PR l tiu chun o c. Mt hot ng PR tt l hot ng khin i tng hiu v nh gi ng mt cch tch cc bn cht ca ch th ca hot ng . Nguyn tc c bn ca PR l thng tin ng i tng, ng ch, ng lc, ng cch bng phng tin ph hp. PR l mt qu trnh thng tin hai chiu. Cc chuyn gia t vn PR khng ch a ra thng tin ti i tng ca mnh m cn phi lng nghe v nm bt c tm l, kin v xu hng ca cng ng c th d on c cc phn ng c th, qua tip tc xy dng chin lc PR ca mnh cho ph hp. 1.2.Cc b phn cu thnh c bn ca hot ng PR.. 1.2.1. T vn xy dng chin lc tng th: - Tnh cht ca sn phm. - Mc tiu ca cng ty. - i tng ca sn phm. - Cc c th tm l, vn ho chnh tr, kinh t php l ca a phng.
4

Nguyn Gia Phong - Marketing 47A

n mn hc

- Cc th lc c nh hng ti lnh vc hot ng ca sn phm/ cng ty. 1.2.2.Quan h bo ch, bao gm: - T chc hp bo, son tho thng co bo ch. - T chc cc bui briefing ngn thng tin cp nht cho cc nh bo. - To iu kin thu xp cc bui phng vn, phng s c bit. Nguyn tc c bn ca hot ng ny l s tin cy ln nhau v thng tin hai chiu gia cn b PR v nh bo. Cn b PR phi lm sao nh bo thy c li v mt thng tin khi lm vic vi cng ty PR. Thng tin khng chnh xc t pha cng ty gy nhgi ng v mt lng tin ca nh bo v theo l ca c gi. Ngc li, thng tin khng chnh xc ca nh bo hin nhin s lm thit hi uy tn v thm ch nh hng ti kt qu kinh doanh ca cng ty. R r thng tin cng l mt bin php m nhiu cng ty s dng to s t m hoc gy s nh hng nht nh ti hnh x ca mt nhm i tng c th, th d nh ca nh u t, i tc hoc ca chnh nhn vin trong cng ty. Cn lu l quan h bo ch phi c xy dng trong mt thi gian di, khng phi ch trong nhng dp cn a thng tin ca cng ty ln cc phng tin thng tin. 1.2.3. T chc cc s kin: bao gm (nhng khng ch hn ch l) cc l khai trng, ng th, khnh thnh, k nim 1.2.4. i ph vi cc ri ro: nh tai nn, khiu ni ca khch hng, tranh chp, hiu lm. Nhiu cng ty, nht l cc cng ty hot ng trong cc lnh vc nhy cm ho ri ro cao nh thuc l, dc phm, hng khng, y t, du kh thng rt ch trng n lnh vc ny v c h thng i ph ring c luyn tp thng xuyn nu ri ro xy ra c th i ph mt cch tnh to v chnh xc. 1.2.5. Cc hot ng ti tr cng ng: - Ti tr t thin (ng h chng bo lt, hc bng cho hc sinh ngho) - Ti tr thng mi (cc chng trnh TV, ca nhc th thao gn vi tn sn phm). 1.2.6. Cc hot ng phi thng mi trc tip vi khch hng: hi ngh khch hng, chng trnh hun luyn cch s dng, th vit trc tip n khch hng, trin lm, roadshow.

Nguyn Gia Phong - Marketing 47A

n mn hc

1.2.7.Quan h PR i ni: hi ngh nhn vin, ngy truyn thng ca cng ty, bnh chn nhn vin xut sc nht ca thng, ca nm. Nhng hot ng ny nhm nng cao s t ho, gn b v lng trung thnh ca nhn vin vi cng ty. 1.2.8.T vn cho cc nhn vin trong cng ty trong cc lnh vc: giao t (l tn), pht ngn (vi bo ch vi cng chng, vi khch hng v vi c quan nh nc). 1.3.S khc nhau gia PR v qung co. 1.3.1.Tnh u vit ca PR. Truc ht, PR mang tnh khch quan hn bi cc hot ng ny thng dng cc phng tin trung gian c tnh khch quan em thng ip n cho ngi tiu dng: - Thng co bo ch v bi vit trn cc bo i. - Cc chng trnh ti tr. - Cc hot ng t thin. Thng ip ca cc hot ng PR thng t mang tnh thng mi r rng, m c tnh thng tin nhiu hn, nn c i tng chp nhn hn. Sau na, cc hot ng PR mang n nhiu thng tin c th hn cho ngi tiu dng. Th d khi cng ty bo him Bo Minh CMG a ra th trng sn phm bo him bnh him ngho, chin dch qung co tp trung quanh ch Phc Ln ph hp di hnh nh chung ca cng ty Ln, cng lc cc khch hng n d chng trnh PR khm sc kho min ph ti qung trng Si Gn c th nhn c nhng thng tin c th hn rt nhiu v chnh sch bo him bnh him ngho ny lin quan n mc ph, quyn li Cc hot ng PR thng c chi ph thp hn do khng phi chi cc khon tin ln thu mua thi lng trn cc phng tin truyn thng v khng cn chi ph thit k sng to v sn xut cao. Ngn qu cho hot ng PR ca cc cng ty thng t hn chi ph qung co hng chc ln. Tuy nhin, hiu qu thng tin thng li khng thp hn, do tnh cht tp trung ca i tng v nh tc dng rng ri ca truyn ming (word mouth). Cc hot ng PR cng thng mang tnh nht qun lu di hn. Mt khu hiu qung co, mt tnh cht ca sn phm hay thm ch mt chin lc kinh
6

Nguyn Gia Phong - Marketing 47A

n mn hc

doanh c th thay i kh thng xuyn bt kp th hiu ca th trng, song hnh nh v cc gi tr ca thng hiu thng phi c xy dng v gn gi trong mt qu trnh lu di mi tranh th c lng tin ca cng chng. Mt c im na ca hot ng PR l thng em n li ch c th cho i tng. Mt chng trnh ca nhc do Nokia ti tr khng ch qung b cho sn phm ca Nokia m cn l mt hot ng gii tr c tnh vn ho v cht lng ngh thut cao cho ngi xem. Bia Tiger ti tr cho bng Vit Nam cng c thng thc Cup Tiger hp dn. l cha k n nhng hot ng PR mang tnh t thin r rng nh Fosters bia chi hng trm triu ng nng cp bnh vin Nng. Cc hot ng PR ca nhiu cng ty thng c mc tiu gy cm tnh ca cng chng ni chung m khng gn vi sn phm c th. R rng l hot ng PR t nhiu c tc dng tch cc cho x hi. 1.3.2.7 nguy c nu thiu PR. -i th s dnh ly din n. -Khch hng khng thm chu n qung co ca bn. -Nhn vin ca bn rt kh khn khi tip xc khch hng. -Cc i l s khng bn c hng v s t chi nhn lm i l. -Nu cng ty nim et trn TTCK th c phiu s gim vi qu t thng tin. -Hnh nh cng ty s tr nn nhm chn v dn b lng qun. -Nhn vin gii s b cc cng ty sn ngi chiu d i ni khc. 1.3.3.Tuy nhin mt s mt hn ch ca PR l: -Khng n c vi mt lng rt ln i tng trong mt thi gian ngn nh qung co. - Thng ip khng n tng v d nh. - Kh kim sot v ni dung thng ip thng c chuyn ti qua gc nhn ca bn th ba (nh bo, nhn vt ni ting, chuyn gia, s kin..). Gia PR v qung co c mt mi quan h hu c khng kht. Cc chin dch qung co thng c h tr bi cc hot ng PR song song. Th d show qung co mi gn y ca bia Tiger The quest c qung b bng chin dch PR kh rm r. Ngc li, nhiu chng trnh PR cng c qung co rng ri nh chng trnh hc bng n om m ca sa C gi H Lan.
7

Nguyn Gia Phong - Marketing 47A

n mn hc

Ni tm li, nu qung co ng vai tr ht sc quan trng sn phm ca cng ty c bit v nh ti rng ri th PR gp phn sn phm v cng ty c yu mn v tin cy. 1.4.Lp k hoch thc hin chng trnh PR. 1.4.1.Ti sao cn phi c k hoch cho chng trnh PR. Nu khng ln k hoch c th, chuyn vin PR s phi lm vic theo chng trnh tng ngy. PR s lun lun bt tay vo lm nhng cng vic mi v c l s khng bao gi hon thnh nhng cng vic khc. Nh vy, s rt kh tng kt nhng g thc hin c v hiu qu ca n vo cui nm. Vic ny cng ging nh li mt chic tu khng c im n, khng thu tin v v cui cng th khng th tip tc chy v tu ht nhin liu. C 4 l do cn thit phi lp k hoch cho chng trnh PR: - Nhm thit lp mc tiu cho cc hot ng PR, to c s nh gi kt qu sau ny. - Nhm c tnh s gi lm vic v cc chi ph lin quan khc. - Nhm chn cc u tin v s lng v lch trnh thc hin cc hot ng khc nhau trong chng trnh. - Nhm quyt nh tnh kh thi ca vic tin hnh cc mc tiu ra trong iu kin c y nhn s vi nng lc ph hp, c sn cc thit b nh thit b vn phng, my quay hay phng tin i li, v c kinh ph. Nhng t cn nh l s gi lm vic, u tin, lch trnh, ngun lc, thit b v kinh ph. Chng ta ang ng dng kinh t hc - b mn nghin cu v s khan him sn phm / dch v trn th trng bi v mt th u c hn. Sau khi nghin cu m hnh k hoch sau y, chng ta s thy rng cn phi n lc ti a cho s lng k hoch ti thiu. Nu khng ln k hoch c th, chuyn vin PR s phi lm vic theo chng trnh tng ngy. Anh / c ta s lun lun bt tay vo lm nhng cng vic mi v c l s khng bao gi hon thnh nhng cng vic khc. Nh vy, s rt kh tng kt nhng g thc hin c v hiu qu ca n vo cui nm. Vic ny cng ging nh li mt chic tu khng c im n, khng thu tin v v cui cng th khng

Nguyn Gia Phong - Marketing 47A

n mn hc

th tip tc chy v tu ht nhin liu. Mt hot ng PR thiu tnh chuyn nghip cng ging ht nh th: khng mc ch v mang li li ch g. 1.4.2.Vit bn k hoch PR. Bn ang v tr no? (phn tch tnh hnh) Mt bn k hoch PR phi a ra nhng cu hi c bn nh Ti sao t chc ny tn ti?, T chc ang c gng t c iu g?, Nhng mc tiu chnh ca t chc l g?. Nhng cu hi ny s cho bn nn tng xy dng bn k hoch. Sau , bn cn t hi cng chng bit n cng vic ca bn nh th no, v kin ca h ra sao. c mt ci nhn khch quan, c th bn cn lm mt vi nghin cu - mt bng cu hi ngn gn hay in thoi n mt s ngi no . Vic ny s gip bn nh v t chc ca bn trong tm tr mi ngi. Bn mun t chc tin n u? (Mc tiu) Bn mong mun t chc ca bn v tr no trong khong thi gian v d 1 nm, 3 nm hay cui mt chin dch? Bn c mun nhiu ngi hn na bit n t chc ca bn hay khng, nu c, th ti sao? Bn c kh nng t chc v p ng mt s lng ngi s dng, khch hang hay khch tham quan ln hay khng? Bn mun tip cn vi ai? (Nhm i tng giao tip ca bn) Nhm cng ng no bn ang c gng tip cn? Gii lnh o a phng hay bin tp vin bo ch, ph huynh ca tr em di 5 tui hay nhng ngi quan tm n ngi ln tui? Nu i tng ca bn l cng chng ni chung hay mi ngi th qu m h. Bn cng gii hn nhm i tng, th chin dng cng c hiu qu hn. Vic xc nh nhm cng chng khng c ngha l loi tr nhng ngi m l hiu bit v mt nhm ngi xc nh tt hn nhng nhm khc. Tm hiu xem nhm cng chng ca bn thu nhn thng tin bng cch no. H c nhng loi bo no? H c nghe i pht thanh a phng khng? H c tham gia cc on nhm khng? H c ngh l c bo ca a phng l mt thi gian? Tm hiu nhng iu ny s gip bn thc hin chin dch ca mnh ng hng. Bn mun trnh by nhng g? (Thng ip chnh ca bn) Rt ngn nhng g bn mun trnh by, cng ngn gn cng tt. Nhng thong ip chnh thng rt n gin v t khi c nhng cu ni lin quan n chnh sch. Bn nn t hi Ti sao nhm cng chng ny n vi chng ta? Nu cu tr li l
9

Nguyn Gia Phong - Marketing 47A

n mn hc

V chng ta tt th cha . Ti sao chng ta tt? Chng ta ng tin cy hay Chng ta hiu r nhng g mnh ang ni l nhng thong ip chnh. Bn khng cn phi lun ni nhng thng ip chnh ra bng li n c th th hin trong phn thit k cc ti liu in n. Bn s s dng nhng phng php no? Bn truyn ti thng ip ca mnh n nhm cng chng bng cch no l tt nht? Vic ny da trn nhng hiu bit ca bn v h. Khng nn gii hn trong mi quan h vi gii truyn thng. Nu truyn khu l tt nht th bn hy s dng cch ny: hi tho, hay tham quan c s vt cht cng l mt phn ca k hoch PR. Hay t chc trin lm, trng by hoc th tnh trc tip? Cc phng php bn la chn ph thuc vo s hiu bit ca bn v nhm cng chng. Chin lc v lch trnh lm vic Bn mong mun cng chng bit n ngay lp tc hay t t? Hy ra mc tiu v thi gian biu - tp ch c th cn bi vit 3 thng trc khi in. Nu chin lc ca bn l truyn khu tin tc thng qua cc bui hi tho th bn hy mc tiu tham d x bui hp trong 6 thng ti. Mi phng cch u c nhng gii hn ring v thi gian. Ngn sch Chin dch ny s hao tn bao nhiu ngn sch? Bn c ngun ngn sch tng ng vi s chi ph cho chin dch l iu l tng nht. Nu khng, bn cn thu hp mc tiu v hot ng theo ngun ngn sch cho php, chn nhng phng php ph hp v hiu qu mc d c th chng cha l tt nht. nh gi Hy ln thi gian biu cho vic nh gi theo nh k - ngay c khi lm vic ny ch n thun l ct gi nhng bi bo hay ghi nhn s cu hi bn nhn c. Vic lm ny thng xuyn s gip bn nhn xt tin trnh v kt qu cng vic. N cng gip bn thay i k hoch sm, ngay khi thy kt qu khng theo k hoch. V hy nh rng chin lc tt nht phi linh hot v thay i theo thi gian.

10

Nguyn Gia Phong - Marketing 47A 1.5. 10 tng PR sng to

n mn hc

Trn con ng hng ti thnh cng, mi cng ty u cn nhng chic xe giao tip cng ng (Public relations PR) hiu qu nht v c tc nhanh nht. Nhiu cng ty rt mun chm n nhng thnh cng , nhng h khng bit c xe PR no hiu qu i vi mnh. Tuy nhin, bn c th tham kho 10 tng sng to di y c c mt kt qu PR nh mong mun, gip bn qung b danh ting ca cng ty mnh, ng thi thc y s tng trng trong hot ng kinh doanh. 1.5.1.To ra cc s kin, ngy k nim. Vo nm 1991, khi ang ging dy b mn k nng giao tip trong kinh doanh, Jacqueline Whitmore, thnh vin sng lp kim gim c Trng l tn v ngoi giao Palm Beach ti Florida, thng xuyn c cc hc vin hi v php x giao lin quan n in thoi di ng. Ti nhn thy cn phi lm r vn ny, Whimore k li, nn ti quyt nh to ra mt s kin c bit no gip h tm hiu k hn. B ng k mt ngy l mi vo Lch trnh t chc cc s kin Chase (mt lch trnh c gii doanh nghip v truyn thng M s dng, bao gm c nhng ngy l truyn thng v nhng ngy l mi c t ra). Vo thng 7 nm 2002, Thng x giao in thoi di ng quc gia (National Cell Phone Courtesy Month) chnh thc c t chc, v Jacqueline c c danh ting trong cng chng quc gia cng nh a phng, ng thi b cn c c nhiu khch hng mi. Nu mun, bn cng c th lm nh Jacqueline: ng k mt ngy l mi ti a ch www.chaces.com . 1.5.2.Vit sch Cc khch hng tim nng lun ngng m tc gi ca nhng cun sch, thm ch c khi cun sch ca h c lng bn in khng ln lm. Trn thc t, khi vit mt cun sch, bn th hin cho khch hng thy bn l ngi c kin thc su rng v ng tin cy. Thm vo , bn c th bn cun sch ca mnh hay s dng n nh sn phm nh km - iu c tc dng lan to rt ln i vi tn tui v danh ting ca bn. Cha k tc gi cun sch thng s l ngun phng vn a thch ca cc i pht thanh, truyn hnh.

11

Nguyn Gia Phong - Marketing 47A 1.5.3. Ginh mt gii thng kinh doanh.

n mn hc

Nu bn ngh rng vic ginh c mt gii thng kinh doanh l v cng kh khn, th chc chn bn s khng c kh nng tham gia cuc chy ua. Nhiu gii thng kinh doanh c gii truyn thng ti tr, nn y s l c hi tt gii thiu tn tui ngi chin thng v vit nn nhng cu chuyn v h. Bn thy khng, y qu l mt c hi PR tuyt vi. Khi t c gii thng, bn c th cng b vi cc khch hng hin ti v tim nng trn trang web hay trn cc ti liu tip th nh mt cch khng nh v tr ca bn trn th trng. 1.5.4.Tham gia vo cc chng trnh truyn hnh ph bin Gn y, Wes Moss, nh t vn ti chnh v cng l ngi tng tham gia Chng trnh truyn hnh ni ting Anh c tn The Apprentice (Ngi hc vic), vit cun sch Starting from Scratch (Bt u t vch xut pht) kh n khch. Qu tht, nu Wes khng l ngi tht vic tht c mt trong chng trnh truyn hnh The Apprentice, th c l cun sch ca ng khng c nhiu ngi bit n nh vy. Gi y, vi mt cun sch c xut bn, danh ting ca ng tr nn ni nh cn. 1.5.5. T chc cc bui hi tho, t vn min ph Jacqueline Bonfiglio-Naja, nh thm m hc v l ch tch cng ty Jacqueline chuyn v cc gii php chm sc da ti North Dartmouth, thng xuyn t chc cc bui hi tho min ph vi chuyn chm sc da ti nhiu a phng khc nhau t nhiu nm nay. Qua cc bui hi tho, mi ngi bit n ti nhiu hn. T , ti c thm cc khch hng mi v cng ng cng nh gi ti cao hn, Jacqueline cho bit. 1.5.6.Thit lp h thng th tin tc in t (electronic newsletter) Jeffrey Gitomer North Carolina, mt chuyn gia bn hng, lun c trn 100 ngn ngi trong danh sch khch hng nhn bn tin gi qua th in t hng tun ca ng. y l mt cng c PR v cng hiu qu, m bo tn tui ca ng lun hin din trong tr nh ca khch hng hin ti v tim nng. Ngoi ra, ng cn c th qung b dch v ca mnh trong cc th ny v kt qu l chng trc tip em v cho ng hn na triu USD doanh thu mi nm.

12

Nguyn Gia Phong - Marketing 47A 1.5.7.Tn dng khch hng ca cc cng ty khc

n mn hc

Hp tc trong hot ng kinh doanh v lin kt cc khu vc bn hng vi cc cng ty khc lun l mt gii php khn kho. Mi cng ty u c th c c nhiu ch li t khch hng ca nhng cng ty khc, v khch hng ca cng ty m bn lin kt c th bit v cng ty bn nhiu hn. V d: Ca hng bnh ngt We Take the Cake ti Ft. Lauderdale, Florida, m mt quy hng nh trong khu vc trng by ca cng ty bn hoa Field of Flowers a phng, ni khch hng mua hoa s c tip th bnh ngt v ngc li. Vic sn phm ca bn hin din hu hnh s gia tng ng k c hi c c ngy mt nhiu khch hng mua sm sn phm/dch v ca bn hn. 1.5.8. Tham gia vo cc t chc thng mi a phng Vi nm trc y, Barb Friedman, mt nh t chc chuyn nghip, ch tch hng Organize IT, m nhim cng v ch tch Hip hi cc nh t chc chuyn nghip quc gia. Vo thi im , trn chng trnh The Dr. Phil Show ang bn v cu chuyn nh ni tr ti nht nc M vi nhn vt chnh l mt ph n c li sng rt thiu t chc. Vi t cch l ch tch Hip hi cc nh t chc chuyn nghip quc gia, Barb c l l v iu kin lin h tham gia vo chng trnh ny. T kt qu kinh doanh cng danh ting ca b gia tng ng k. 1.5.9. To ra mt tranh lun rc ri 4 nm tri qua, k t khi Land of Odds, mt cng ty ch tc ngc trai ti Nashville, Tennessee, t chc Cuc tranh lun hng nm v chui ht ngc xu nht. Cuc bn ci v tin khong hu ny em li cho cng ty s ni ting trong cng chng t nm ny qua nm khc. Nh vy, vic to ra mt cuc tranh lun vi nhng rc ri kh gii p s gip hot ng kinh doanh ca bn tr nn c bit trn th trng, ng thi thu ht nhiu s ch ca cng chng n vi sn phm/dch v ca bn. 1.5.10. Lm cng tc x hi Hy ngh v cng vic x hi nh mt s u t, qua biu l ti nng v tn tui ca bn ti cc khch hng tim nng. Khi i l qung co Colle+McVoy, Minnesota, thc hin cc cng vic x hi v quyn gp cho Qu mi trng ti St. Paul, Minnesota, hng nhn c ngy mt nhiu hn cc hi m tch cc t

13

Nguyn Gia Phong - Marketing 47A

n mn hc

kha cng ng. Thm ch hng cn c mi cng tc vi Vn phng tr gip mi trng bang Minnesota. Ai ni cng vic ny l khng hiu qu? 10 tng PR sng to m chng ti gii thiu trn y c th rt hu ch v ph hp i vi bt c loi hnh kinh doanh no. Vic p dng mt hoc mt vi tng trn s gip bn gia tng danh ting ca bn thn v cng vi l mc thnh cng trong kinh doanh m bn xng ng c c. 1.6. Mt s li c bn khi thc hin cng vic PR. 1.6.1.Qu thi gian khng hp l Thi gian l nhn t ct yu vy m nhiu nhn vin quan h cng chng li cha thy r c tm quan trng ca chng. Vic chun b sp xp thi gian dnh cho cc u cng vic ch yu l nhn t quan trng khng th thiu. Mt nhn vin PR cn cn nhc qu thi gian hp l c cc tp ch, cc t bo cng nh cc phng tin thng tin i chng khc. 1.6.2.Cch s dng ngn ng thiu phong ph Cc thut ng chuyn mn kh hiu thng khng gy c n tng vi cc bin tp vin, h l nhng ngi c rt t thi gian c tt c cc n bn xp hng di dng dc trn bn lm vic. Khn ngoan nht l bit dng ngn ng mt cch gin d, d hiu v i thng vo ch . 1.6.3.Vit cc n phm km hp dn Cc li, nhng t b thiu st, cu c thiu t, di dng vn t, v c cu trc bt cp, thiu logic l nhng im yu lm cc n bn tr thnh cc sn phm km cht lng. Bn cn thu ht s ch ca ngi c, v th bn hy nhanh chng i thng vo vn chnh, v theo ui cc tin tc v cc s kin hay cc hot ng. Hy m bo nhng g bn vit ra tht c ng, sc tch v cc chi tit u thch hp. 1.6.4.Ch tm n cng Nu mun ting ni ca mnh ginh c s ch , th bn hy lng trc cc tnh hung khi c ai gi in cho bn v t ra cc cu hi bit thm cc thng tin chi tit. c rt nhiu cc doanh nghip t lm hng chin dch PR ca mnh v khng chun b chu o kt thc cu chuyn PR ca mnh mt cch hon ho.
14

Nguyn Gia Phong - Marketing 47A 1.6.5. Qu thi phng

n mn hc

Cc phng i qu mc thng gy ra s mt mi c th lm ny sinh nghi ng trong tm tr ngi c. Xin hy nh: bn ang cn thu ht s ch cc phng tin thng tin i chng, bi vy hy cung cp cho h cc s kin c tht v c gi tr, hy trnh vic cp qu tng qut v trnh vic thi phng. 1.6.6. Thng xuyn pht hnh cc n phm khng mc ch Cng ging nh vic mt a tr c thi quen khc khi i b, nu bn pht hnh cc n phm qu thng xuyn khng nhm mt mc ch g th cng vic PR ca bn s rt t tin trin v ngi ta s khng ch n nhng vn bn a ra. Cho n khi c iu g thc s quan trng xut hin, th cc bin tp vin li quen vi vic xa i nhng thng tin m cng ty bn thng gi n cho h. V vy, bn ng nn c gng dng ln qu nhiu cc cu chuyn khng c c s. 1.6.7. Khng c kin thc bo ch C qu nhiu ngi thng c gng thc hin mt chin dch PR mt cch thiu hiu bit. Vic c v thng xuyn cp nht cc thng tin mi nht gip bn nm c nhng g ang din ra trn th gii. iu ny c i ng. u tin, bn c th s dng cc thng tin a phng hay thm ch c cc thng tin trn th gii lm cht liu hay minh ha cho cc thng tin m bn s a ra thm phn sng ng v c tnh thuyt phc. Th hai, iu ny cn gip bn c th ch ng v mt thi gian hn trong vic pht hnh cc n phm PR. 1.6.8. Thiu k hoch Nu bn lun trn my trn gi, th bn khng th thc hin tt cng vic PR c. Tht kh xc nh cng vic tip theo s l g nu bn khng ln trc mt k hoch hnh ng. Bn cn phi quyt nh c u, khi no, v bng cch no bn s tip tc tin ln. Bn cng cn phi rt linh hot v lun c cc k hoch d phng trong d kin n cc tnh hung xu c th xy ra. 1.6.9. Khng c s gip Rt nhiu doanh nghip tiu tn cc khon tin ln vo vic thu cc i l PR vi gi ct c m trn thc t khng cn thit phi nh th. Trong khi rt nhiu cng ty khc li c hnh ng ngc li: c gng t mnh lm tt c mi vic. Vy iu quan trng l cc bn tm ta c mt gii php trung ha hp l.

15

Nguyn Gia Phong - Marketing 47A 1.6.10.Thiu linh hot

n mn hc

Rt nhiu doanh nghip gn b vi mt t bo v i truyn thanh, truyn hnh c th m khng h ngh n vic tm kim cc i tc mi. Nu bit linh hot da dng cc phng tin truyn thng nhm thc hin cng vic PR ca mnh, c ngha l bn vt ra c khn kh hn hp v vn ti nhiu hnh thi khc nhm thu ht s ch rng ri hn. Hin nay, trn thc t, ngi ta bit cch tn dng u th ca hnh thc th cho hng a ra cc cu chuyn PR, hn l gi cc cu chuyn theo mt phng thc c tn ti t lu l thng qua vic pht hnh cc n bn v cc phng tin thng tin i chng. 2.PR Doanh nghip bng vic ti tr CHO CC CLB BNG 2.1.Adidas. ng trc mt th trng cnh tranh khc lit trong ngnh th thao th mong mun m rng th phn thc y tp on adidas tr thnh mt trong nhng thng hiu trang phc v dng c th thao khng l, ni bt nht v ln nht trn th gii. Vi vic cam kt vng chc l ti tr cho th thao v h tr t pha sau, adidas ang xy dng v pht trin cho thng hiu ngy cng vng chc da trn nhng g m nhn hiu adidas ang c vi nhng g u t vo cc c quan truyn thng khc nhau v nhng g cng ty t c nh l mt s ha hn chc chn i vi lnh vc th thao m h ang kinh doanh. 2.1.1.Bc u thnh lp. Sinh ra ti lng Herzogenaurach Bavaria v l con trai ca mt th sa giy, Adi Dassler lm ra chic giy th thao u tin ca mnh vo nhng nm 1920. Dassler cng vi anh trai l Rudi thnh lp cng ty Gebr der Dassler Schuhfabriken. Vi nim am m th thao, Adi Dassler ra mc tiu l thit k ra loi giy tha mn nhiu yu cu phn no gip cc nam, n vn ng vin ginh c chin thng v mc tiu ct yu ny ca thng hiu c gi vng n ngy nay. Vo nm 1948, Rudi v Adi tch cng ty ra v adidas ra i. adidas tn ti di s qun l ca gia nh Dassler cho n nm 1989. Su nm sau , adidas tr thnh cng ty c cng chng bit n trn sn giao dch chng khon.
16

Nguyn Gia Phong - Marketing 47A

n mn hc

Vo nm 1997, vic adidas thu tm tp on Salomon l mt thng ip v nh xm nhp vo mt lnh vc mi. i tn cng ty thnh adidas-Salomon AG, h c c mt th trng truyn thng ca adidas kt hp vi th trng qun o v giy thm him, trt tuyt v trt bng ngh thut ca Salomon. Vic st nhp ny cn mang n cho adidas mt mng th trng may sn cho nhng ngi chi gn (golf) ang cnh tranh bi Mavic v vn trt tuyt cnh tranh vi nhn hiu Bonfire. 2.1.2.Thnh qu t c. T khi Adi Dassler qua i, cng ty ca ng t thm c hn 700 bng sng ch v quyn s hu cng nghip khc p li cng sc ng xy dng thng hiu thnh thng hiu tin tin dn u vi nhiu sn phm thit k u tay nh lot giy inh th thao u tin trn th trng. Mong c tr thnh cng ty hng u thi thc adidas thn trng tm cch m bo cho thng hiu adidas gi c v tr hng u trong lnh vc ny mt cch nhanh chng. Trong sut nhng nm 1980, adidas chng t c rng mnh rt xut sc bng vic lp nhng chin dch bn hng rt tinh vi cho nhng sn phm giy m h thit k ra. Vic qung b hnh tng ca cng ty mt cch hiu qu, lun chuyn vn v v tr ca c phiu cho thy adidas khng ch tr thnh ngi dn u trn th trng v trang phc th thao m cn tr thnh nhn hiu c a chung nht vo cui nhng nm 1990. Cng lc mt chin dch chu o nhm xy dng li mt hnh tng ti tr v hp thi trang gip adidas bc vo th k 21 vi t cch l mt thng hiu tr v hi nhp nhanh nht. 2.1.3.Cc chin lc PR. World Cup 2008 cha khi tranh, nhng hng sn xut th thao hng u th gii, Adidas, thua im trc nhng i th ng gm lu nay nh Puma hay Nike. y l iu cha tng xy ra cc vng chung kt Cup bng th gii. nhng k World Cup trc y, Adidas lun i u trong vic cung cp trang phc thi u cho cc i tuyn quc gia. Th nhng nm nay, h phi chu lp v. Trong s 32 i tuyn tham d World Cup 2008 ln ny, ch c 6 s mc trang phc ca Adidas.

17

Nguyn Gia Phong - Marketing 47A

n mn hc

Trong khi , 8 i "din" ca nh cung cp c coi l c ting nht th gii hin nay, Nike, bao gm c Brazil. Cng l "ngi c", nhng Puma hn hn Adidas trong cuc chin ny. H s ti tr trang phc cho 12 i tuyn quc gia. Adidas thc ra khng may mn khi nhng i tc ln v lu nm ca h nh Hy Lp, Nigieria v Trung Quc khng th vt qua vng loi. Chi ph marketing khng c tit l, nhng c Nike v Puma u ni rng cha bao gi h u t nhng mn tin khng l cho mt chin dch qung b ln nh vy thch thc Adidas. Nhng hin nay, theo cc nh phn tch kinh t, Adidas vn chim th phn 35%, trong khi Nike ch c 30% v Puma vo khong 9%. Hng thi trang th thao M chn SV Olympic Berlin lm ni khi u cho chin dch tn cng Adidas v trng by nhng b trang phc dnh cho World Cup ca mnh. Ni y cng s l a im t chc trn chung kt World Cup vo ngy 9/7. Nike hy vng lp li c thnh cng ca h World Cup 2002, c bit trong trn chung kt, khi Nike (ti tr cho Brazil) chin thng Adidas (ti tr cho c). Nh thnh cng ny, doanh thu t tin bn cc b trang phc lu nim tng t bin trong thi gian khong 1 thng. Cn mt trong nhng d nh ln nht ca Puma l m cc ca hng lu nim ti thnh ph ni cc i tuyn m h ti tr s thi u v trng by c hnh nh ca vua bng Pele mc trang phc Puma. Th nhng, Adidas th s ginh li nhng "ming bnh" vn thuc quyn s hu ca h lu nay, v c c s lm iu . Adidas c li th rt ln khi l nh ti tr chnh thc cho Lin on Bng th gii (FIFA), vi mt quyn li quan trng nht l quyn qung co 12 SV. Vi tng cng s khn gi d tnh l khong 32 t ngi trn khp th gii s theo di 64 trn u qua truyn hnh, nhiu hn World Cup 2002 Hn Quc v Nht Bn 10%, Adidas c v khng gp tr ngi g trong k hoch kinh doanh ca mnh. Adidas cng s cung cp bng, trang phc ca trng ti chnh, tr l trng ti v i ng nht bng. H cng c quyn bn mt s lu nim c logo ca World Cup.
18

Nguyn Gia Phong - Marketing 47A

n mn hc

ng Gerhard Heiberg, gim c tip th ca U ban Olympic quc t (IOC) cho rng Olympic 2008 s l thnh cng thng mi ln nht th k 21. Cha bit thc t s ra sao, nhng ngay t by gi Adidas chun b v kh cho cuc chin thng hiu ti Bc Kinh Hin Nike thng lnh th trng Trung Quc, nhng Adidas s chi hn 100 triu USD tr thnh nh cung cp trang phc chnh thc ca Olympic, t vn ng vin cc i tuyn Trung Quc cho n ban t chc, tnh nguyn vin Tnh ra s c khong 600.000 ngi mc trang phc ca Adidas xut hin trc 4 t khn gi truyn hnh trn th gii. Chng ti mun l s 1 Trung Quc, pht ngn vin Anne Putz ca Adidas cho bit. Vi 3.000 im bn v mi ngy m thm trung bnh 1,5 im bn mi, Adidas d kin t 5.000 im bn t nay n nm 2010. Nhn hiu Reebok c Adidas mua li hi nm ngoi vi gi 3 t euro hin c 550 ca hng Trung Quc v cng s tng ln 2.200 vo nm 2010. Trong nhiu thp k qua, Adidas vn thng thng tr th trng trang phc trong bng k t khi h cung cp cho TQG c nhng i giy inh ti World Cup 1954. Chnh nhng "chic inh" gip c nh bi Hungary trong trn chung kt din ra di tri ma tm t. Ngoi ra, Adidas c hp ng ti tr ring vi khong 30 cu th bng khc, cho h mc nhng trang phc c logo ca Adidas d TQG ca h c hp ng vi nhng i th cnh tranh. Chnh th qun i tuyn Anh, David Beckham, s mang giy Adidas nhng s mc qun o ca Umbro cng ton i. Nhng i khi nhng bn hp ng kiu to ra nhng rc ri. Huyn thoi ngi H Lan, Johann Cruyff, mt i tc ca Puma, t chi thi u trong b trang phc Adidas trn chung kt World Cup nm 1974 vi Ty c. 2.2.Nike 2.2.1.Nhng ti tr cho cc i bng ln 2.2.1.1. Tp on trang phc th thao M Nike s cung cp o u v ti tr cho i tuyn Php t nm 2011 n nm 2018 thay th cho i th n t nc c Adidas.

19

Nguyn Gia Phong - Marketing 47A

n mn hc

Nike s thanh ton 320 triu euro (tng ng 474,1 triu USD) trong bn hp ng ko di 7,5 nm v chu cp o u, cc thit b khc tr gi thm khong 2,5 triu euro/nm. Trong qu trnh thc hin bn hp ng c th c thm thm nhng khon thng. iu ny ph thuc vo mn trnh din ca i tuyn Php cc gii u quc t. Tnh tng cng, bn hp ng s mang li cho bng Php khon thu nhp gp 4,5 ln so vi bn hp ng hin ti vi Adidas - Thng bo ca Lin on Bng Php cho bit thm. 2.2.1.2. Vi thnh tch n tng ca Barcelona trong 2 ma gii gn y, hng sn xut dng c th thao khng l ca M, Nike quyt nh ko di hp ng ti tr vi Barcelona thm 5 nm na. Nike bt u ti tr cho Barcelona vo nm 1998 v hin vn cn hp ng vi Barcelona n ht nm 2008. Tuy nhin, vi c p V ma gii va qua (La Liga v Champions League), Barcelona ang tr thnh CLB hng mnh nht th gii v iu khin Nike khng th b qua c. Vi l do , Nike quyt nh chi ra thm 150 triu euro ko di hp ng mi vi Barcelona n tn nm 2013. Pht biu sau l k hp ng mi, Ch tch Barcelona - Joan Laporta h hi cho bit: "Bn hp ng mi ny s mang li cho CLB hai ngun li, mt l n s thc y cc cu th chi tt hn v 2 l n gip cho hnh nh ca CLB c nhiu ngi bit n hn". Tng t nh vy, Ch tch hng trang phc th thao Nike - Mark Parker cng rt phn khi cho bit: "Barcelona l mt trong s nhng i bng hay nht v c li chi quyn r nht th gii. Chng ti v cng hi lng v s hp tc ny". 2.2.1.3. Bn hp ng tr gi ti 140 triu euro gia Nike v Inter s c thi hn trong 10 nm, v bt u c hiu lc t thng 1/2009. Bn H c gia Nike v Inter s ht hn vo cui nm 2008 ny ch em v cho on qun Nerazzurri khong 7 triu/nm, t hn mt na so vi bn H mi. Trong khun kh ca bn H ny, Nike s tr thnh nh cung cp c quyn mi trang thit b v dng trong thi u ca Inter, k c nhng tri bng c s dng trong thi u ti sn nh Giuseppe Meazza trong khun kh Serie A.
20

Nguyn Gia Phong - Marketing 47A

n mn hc

Bn H ti tr k lc th gii hin nay ang thuc v Manchester United. Nm 2002, M.U k mt bn H c thi hn 13 nm vi Nike vi tr gi ln n 405 triu euro, tc trung bnh 31 triu euro/nm. 2.2.2.PR qua ti tr cho cc cu th ln. 2.2.2.1. "10R" l nhn hiu ca nhng sn phm mi phc v cho vic chi bng m hng th thao hng u th gii, Nike s cho ra mt vo thng 11 ti. Hng ny sp ti s k hp ng sut i vi tin o Ronaldinho nhng sn phm trn gn lin vi tn tui ca siu sao CLB Barcelona. B sn phm gm qun, o, tt, giy v c ct tc, chng u c in ln logo 10R. Trc , Nike p dng i vi cu th bng r Michael Jordan cng vi Air Jordan cho sn phm giy th thao. Cu th ngi Brazil s l con bi chin lc ti th trng chu u v Nht Bn. Cn ti M, hnh nh ca mt ngi sao bng , k c l Ronaldinho, khng c nhiu gi tr thng mi. Nike rt tch cc u t cho chin dch qung co hng vo cc vn ng vin th thao. Trong tng lai, sau Ronaldinho, ngi tip theo c th l tay golf Tiger woods. 2.3. Pesi C th ni, mt i gia v sn phm nc gii kht ca M - Tp on Pepsi, l tp on duy nht c mt gim c marketing chuyn m trch v th thao v m nhc. 2.3.1.Nhng ti tr ln cho bng VIT NAM. 2.3.1.1. Thng qua chng trnh vn ng ngi tiu dng ng h bng Vit Nam (trch 50 ng t mi chai Pepsi c ung), Cng ty Pepsi Vit Nam ng gp cho i tuyn bng U23 quc gia 1 t ng nhm h tr i trong qu trnh chun b cho SEA Games 23. 2.3.1.2. Thng qua chng trnh vn ng ngi tiu dng ng h bng Vit Nam (trch 50 ng t mi chai Pepsi c ung), Cng ty Pepsi Vit Nam ng gp cho i tuyn bng U23 quc gia 1 t ng nhm h tr i trong qu trnh chun b cho SEA Games 23. Tng cng c n 50 trn u c cc i truyn hnh pht trc tip hoc pht li th c tnh s ngi bit n thng hiu Number One xem truyn hnh
21

Nguyn Gia Phong - Marketing 47A

n mn hc

khng di 500 triu lt ngi. Theo tng kt s b ca Cng ty qung co t Vit, ton gii c hng ngn tin bi vit v Number One V-League trn tt c cc bo trong thi gian hn by thng th c tnh cng c trn 600 triu lt ngi c bo bit n thng hiu ny. Cha k vic truyn ming, s tc ng ca ngi thn nhng ngi hm m th s lt ngi bit n thng hiu Number One sau mt ma gii ln ti hn 1 t lt ngi. C ngha l Number One, mt sn phm nc tng lc ang c hng chc sn phm tng t khc cnh tranh, b ra chi ph cha ti 10 ng cho mt lt ngi bit n thng hiu ca mnh. Vi dn marketing, c th ni y l mt c thng m. 2.3.2.Dng cu th bng PR. 2.3.2.1. Trc khi ti tr cho tuyn th Phm Vn Quyn, PepsiCo thng tp trung ti tr cho cc gii thng ln nh: gii bng VQG, cc gii thng tp th trao tng QBV, ung Pepsi ng h 50 ng cho TVN... Nhng n nm 2004, PepsiCo thay i k hoch, chuyn sang ti tr ngi sao v thnh cng trong lnh vc ca nhc nh: Lam Trng, M Tm... v ri tin sang k kt ti tr cho QBV Phm Vn Quyn ca CLB SLNA. n gin l v Quyn ghi bn vo li i hng t World Cup 2002 v thi u rt thnh cng SEA Games 23 trc . Trong l cng b QBV 2003, vic Vn Quyn chnh thc gia nhp i gia nh Pepsi (din ra vo ngy 19/4/2004) gy ting vang trong gii th thao, qua thng hiu PepsiCo thu ht c thin cm ca cc CV VN khi to iu kin thn tng Vn Quyn c tip xc vi cc siu sao bng ton cu nh: Beckham, Roberto Carlos, Ronaldinho... v qung b hnh nh tt p ca BVN ra th gii. Ngc li, Vn Quyn tham gia tt c cc chng trnh thng mi v qung co ca PepsiCo gp phn pht trin thng hiu ny

22

Nguyn Gia Phong - Marketing 47A

n mn hc

PHNII. THC TRNG HOT NG PR QUA BNG VIT NAM.


1. Cc CLB bng Vit Nam bc vo giai on chuyn nghip. qua ri ci thi lm bng m nga tay xin tin. Bng by gi khi nim v Mnh Thng Qun t i thay vo l u t vo bng v sinh li t bng Nhng nm u 1990, nhng nh lm bng Vit Nam trn xoe mt khi thy dng ch Kiu My Group trc ngc o cc cu th Cng Si Gn. y l ng tin u tin ngoi bng v ngoi bao cp m mt i bng (k c i tuyn Vit Nam) kim c. 1.1.X nghip bngra i. Hi y ai cng ni l ng Tng Gim c CSG l T On nga tay xin i tc v y l cch ni ca dn bng . Thc cht ng On khng xin m l Kiu My t nguyn lm Mnh Thng Qun. p li l h c nhng u tin trong vic lm n c bit l xut, nhp hng Cng. C tin ca Kiu My Group, Cng Si Gn thc hin c nhiu ch ci thin ba n v tng thu nhp cho cu th. Thi y lng cu th Cng Si Gn l s 1 trong khi i bng cng TP.HCM l Hi Quan li lng rt thp nhng cu th mun v v suy ngh vi nm sau xin mt chn kim ha. Cng nhng nm u 1990, LB TP.HCM (HFF) i tin phong trong vic lm kinh t bng . Ci thi m h c ng Tng th k Nguyn Thanh Ton l dn bng chnh gc (cu cu th Th Cng) v Ph Ch tch Nguyn Tn Minh (cn gi l T Minh - tng l chuyn vin kinh t ca UBND TP.HCM) v tr hai mng. Pha trn h, ng Ch tch danh d Ba Hun (Nguyn Vn Hun) u sn sng m ra nhng c ch thong bng TP.HCM hot ng. ng T Minh ngi vo gh ph lin xn tay lm tin t bng theo ngn ng ca ring ng: Ti khai thc ci Lin on ny theo m hnh X nghip banh v lm ra tin nui bng v ngc li. V ci x nghip banh y c sinh li bt u t nhng hp ng kinh t t mi quan h ca ng Minh. Dn dn khi n thu ht nhiu gii, t thn ci x nghip y c i tc trong i tc
23

Nguyn Gia Phong - Marketing 47A

n mn hc

ln nht l Strata mt cng ty c ngi Tng th k AFC Peter Velappan gii thiu to nn c hch cho bng TP.HCM v bng Vit Nam. Hi y ci x nghip banh ca ng T Minh khng i xin tin m l i kim tin t ci mnh c. ng Minh bn vi gii chuyn mn phi ko khn gi n sn, phi c i tuyn, phi hay, phi c fans, c truyn hnh, c bo ch v c 1001 ci cng pht trin vi bng v kim tin. Nh ci x nghip banh y m sn Thng Nht c b mt khc. Cu th ra sn t ng hm thay v i ng l nh nhng sn khc. y cng cn phi k thm c ch thong t vic giao ci sn cho HFF ton quyn s dng. 1.2.C hich cho bng Vit Nam. C i tuyn TP.HCM lp tc ng T Minh ko v nhng gii quc t. C Cp TP.HCM (cn gi l Cp Lin on) vi i tng tht och l mi hn i tuyn Singapore v i tuyn Vit Nam. Sau li pht trin thnh Cp c Lp cho ring bng Vit Nam v ra rt nhiu thn tng cho gii tr t nhng sn chi y. Khn gi n sn, truyn hnh vo cuc, bo ch tuyn truyn v cc sn c kn nh ti tr b tin cho bng c quyn li qua vic qung b hnh nh. ng Minh sau ny khi va lm Ph Ch tch HFF, va trng c Ph Ch tch VFF kha II rung i: C ai cho khng mnh ci g u. Vn l lm ci g ngi ta b tin cho bng v thy mnh cng c li t bng . y l thi hong kim nht ca bng TP.HCM khi nhng nh iu hnh ti y gi chn chnh trong b my VFF v p dng m hnh x nghip banh cho bng . y cng l tin cho bng Vit Nam v cho VFF khi mang nh ti tr ra min Trung v min Bc pht trin bng m in hnh l Cp Quc Gia 1992 ra Nng ri Cp Quc Gia, Dunhill Cup chy ra n H Ni, n Ngh An T c hch , cc i cng dn dn vt ra ci v bao cp. Hi Quan ma 1991 c ngc o Gold Bell v cng l nm duy nht h v ch quc gia. Khnh Ha chi vi Nga trng gii quyt c bi ton kinh ph trong khi Nng cng tm c i tc ma 1992 ng quangNhng nh lm bng kiu bao cp sau khi nhn vo m hnh x nghip banh ! tht to v gt g: Chng ai cho khng bng ci g c.
24

Nguyn Gia Phong - Marketing 47A 1.3.Ro chn,cngv quy lut tt yu.

n mn hc

ng Minh sau ny khi va lm Ph Ch tch HFF, va trng c Ph Ch tch VFF kha II rung i: C ai cho khng mnh ci g u. Vn l lm ci g ngi ta b tin cho bng v thy mnh cng c li t bng . y l thi hong kim nht ca bng TP.HCM khi nhng nh iu hnh ti y gi chn chnh trong b my VFF v p dng m hnh x nghip banh cho bng . y cng l tin cho bng Vit Nam v cho VFF khi mang nh ti tr ra min Trung v min Bc pht trin bng m in hnh l Cp Quc Gia 1992 ra Nng ri Cp Quc Gia, Dunhill Cup chy ra n H Ni, n Ngh An T c hch , cc i cng dn dn vt ra ci v bao cp. Hi Quan ma 1991 c ngc o Gold Bell v cng l nm duy nht h v ch quc gia. Khnh Ha chi vi Nga trng gii quyt c bi ton kinh ph trong khi Nng cng tm c i tc ma 1992 ng quangNhng nh lm bng kiu bao cp sau khi nhn vo m hnh x nghip banh ! tht to v gt g: Chng ai cho khng bng ci g c. C iu tt c u xc nh bng ra tin v tin li u t cho bng thay cho cch lm rt c l nga tay xin tin 2.Nhng ng ch doanh nghip lm bng . Bng Vit Nam xm t v pht trin phn ln nh nhng ng ch, nhng doanh nghip b tin vo lm mi b mt bng . Chnh h gp phn ln vo vic x hi ha bng Vit Nam v l n by trong vic kch hot bng chuyn nghip i dn vo qy o chuyn nghip theo quy lut tt yu 2.1.Bu c vi Hong Anh-Gia Lai. Nm 2002, ti may mn ngi vi ban lnh o i Sng Lam ti Pleiku khi h ang l thng khch ti y. Gia ci rt ca ph Ni vo nhng ngy cui nm, ng HLV Nguyn Thnh Vinh ca SLNA thao thao chia s kinh nghim lm bng ca on Bng Sng Lam. Trong khi ng Vinh ni th ng Nguyn Hng Thanh ngi trm ngm thnh thong b sung. i din hai ng ny l Gim c S TDTT Gia Lai Phm Vn Tun, HLV Nguyn Vn Vinh v ng on Nguyn c. Qun n rt nh nhng m cng v cu chuyn gia nhng ngi c kinh nghim lm bng v nhng ngi mun hc lm bng khin chng ai bun
25

Nguyn Gia Phong - Marketing 47A

n mn hc

ng a vo. y cng l ln u ti ngi cng bn vi ng bu on Nguyn c v cht t mnh hi mnh: Tay ny sao hi nhiu th v ton hi vo lnh vc m chc chn ng gim c S TDTT Phm Vn Tun bit. Trc ba cm thn mt ny, ph Ni chng kin mt trn u gia i Gia Lai (khi y ang l i trung bnh hng Nht) v Sng Lam (ng kim v ch V-League). Trn u m cc cu th Sng Lam ch na chn cn Gia Lai th c thng cho k c v thng. Chin thng lm mt lng ngi hm m ph Ni khi y ch mong nhn c tn mt Vn S Hng, Phi Hng Khng ai ng tt c khi i t trn giao hu y cng ba tic m cng m S TDTT v ng on Nguyn c i khch Sng Lam. Nghe ni sau ba tic y, ng c v ng Tun gim c S TDTT Gia Lai ngi li vi nhau rt lu bn k hoch a bng Gia Lai pht trin. ng Tun sau ny th nhn: Bng Gia Lai c t rt lu nhng ch hng Nht. Ln n mt n my l thng CATP.HCM lt i Cp Quc Gia ngay ti H Ni nm 1995. Bng Gia Lai c con ngi nhng khng th thnh i bng ln nu c S c nai lng ra lo cho i bng. Chng ti may mn c ng on Nguyn c sn sng v th l ai cng bit n Gia Lai, n bng Gia Lai v nhiu hn na. 2003 Gia Lai ln Chuyn nghip vi ci tn Hong Anh Gia Lai. 2004 ci i bng tn binh m cha y hai nm trc hc Sng Lam lm bng v ch ri 2004 h li v ch na. C ln ti mo mui hi thng ng c ng tin cho i bng rt nhiu v ba nm lm bng ba ln v ch hng Nht ln chuyn nghip. i li ng ci g ngoi ci ting?. ng c ci kh kh tr li vi ci ging rt phi: c nhiu lm ch. Ti lm bng theo kiu tin cho bng v bng lm ra tin ch khng cho khng bng . Hi ti ly Kiatisak ai cng ni l chi tri ch tin u m tr nhng ni tht ti mua Kiatisak mt vn 40 li. C Sc, ti mun m rng lm n bn Thi khng kh bi uy tn ca Sc Thi Lan th khng th tr bng tin c. Hi ti mi Sng Lam ln ph Ni v bao cho h tt tn tt Gia Lai hc lm bng th c ai trong gii bng bit Hong Anh. Gi th nhiu ngi bit v c nc ngoi cng bit. C ai to c thng hiu nhanh nh th khng v n gi ti vn t hi mnh rng nu khng c bng Hong Anh

26

Nguyn Gia Phong - Marketing 47A

n mn hc

kh ln nhanh nh th. Lm bng vi con ng m mi ngi vn ni l di nht v lu thu hi vn nht vi ti li l nhanh nht nu ta nm bt c n. n gi th ng c khng dng li chc v ch na ri. Ch 5 nm sau khi ng hc bng Sng Lam, gi th ng ch ca CLB Hong Anh Gia Lai sang bn Anh bt tay vi Arsenal m l o to vi ngun cu th chnh l nhng i chn trn tui 13 Vit Nam. Nm nm sau ci ngy bt cht hi ng ph Ni cng thng khch Sng Lam, ti hi ng bu c vi ging tng tng: Ngi ta ni ng lm v bng Vit Nam nhng ti li thy trc mt l ng lm cho chnh ng?. ng bu ny chng suy ngh g ni ngay: C nhiu cch i v ti chn cho mnh li i ngn nht. Ti lm trc ht cho Hong Anh Gia Lai bi nu khng lm theo cch ca Hong Anh Gia Lai m c i theo li mn ca t chc bng th bit n bao gi mi n ch, mi qua mt cc i bng trong khu vc. La hc vin HA.GL Arsenal JMG thc cht cng l mt cch lm kinh t v ti sn v hnh ca nhng cu th c o to theo cng ngh mi th bng Vit Nam c hng khi h khoc o i tuyn. 2.2.Bu Hng viKhu cng nghip bng . Cng vi cch lm bng nh bu c, li thy mt ng ch khc l bu Hng vi tn y l Quch Thnh Lai. Bu Hng lm bng lu hn bu c nhng cch i li mang nng phn phong tro hn. Trong khi bu c lun tnh ng ngn nht th bu Hng li tnh chuyn bin vng t snh ly cch trung tm TP.HCM hn chc cy s thnh mt khu cng nghip bng . t rung thi s khai ca bu Hng gi thnh t vng khi Trung tm Th thao Thnh Long ha chnh n bng vic ly m n rn n. Bu Hng mun c rt nhiu t bng . ng mun cn hn c bu c nhng phn c th cha c bao nhiu. ng tip qun i hng Nht ri rt xung hng Nh. ng m la nng khiu Thnh Long v mun qua mt nh nc qua mt Trng Nghip v th thao TP.HCM nhng cha n nh tr ngi. ng lm bng theo kiu cho nhiu hn nhn v ci ng c by gi l mt c ngi t vng Bnh Chnh TP.HCM.

27

Nguyn Gia Phong - Marketing 47A

n mn hc

Ci c ngi m c lc ng b chnh ngi ca bng li dng v ng hiu, ng bit nhng ng vn thch v n lm dy thm cho thnh tch ca Thnh Long v cho ci vng t rung thnh khu cng nghip c gi tr vng. Mi y, bu Hng quyt nh bn i bng tr ca mnh cho Bnh Dng v iu y d bo ng bu ny bt u mt mi vi vic vc ng voi cho bng TP.HCM mt ln ln nh ri tut v n gi cha c u ra. 2.3.Bu Thng vi n Calisto. Cng ni nh ni m khng km l bu Thng ca Gch ng Tm. Bu Thng hay c gii truyn thng a ra lm cn cn so vi bu c d cch i ca hai ng bu ny khc nhau. Bu Thng o mo l mt doanh nghip tr tin thn rt nhanh v bc sang c ng i ca mt chnh khch khc vi kiu bi bm nh mt g th rng ca bu c. Bu Thng bin Long An t mt i trung bnh yu thnh mt i mnh V-League qua n Calisto. ng bu ny cho xy dng mt trung tm bng Bn Lc v sau hai chc v ch c v hi lng vi ci c t bng . c lc ci cch lm bng ca ng bu ny b xem l cn c v liu cm gp mm khi tn dng vo cht xm ca Calisto nhng du sao n cng l bc khi u c sc ca bng Vit Nam qua hng x hi ha m gi th ai cng ni Long An l Gch ng Tm v ngc li Bng Vit Nam ngy cng c nhiu nhng ng ch tin vo lm bng v mi ng ch vn hnh theo mt kiu. Sau bu c, bu Hng, bu Thng cn c nhng bu Kin, bu Tun, bu Tun ri bu Hin C bu, s a dng ca bng Vit Nam r nt hn cho d cha hn cch lm ca bu no cng hay. Tuy nhin y l s pht trin tt yu ca bng theo hng x hi ha m nhiu ng bu vn hnh trc c b my ch ca bng Vit Nam. Nhng hng i m sau ny chc chn bng Vit Nam s ghi nhn h nh mt phn lch s

28

Nguyn Gia Phong - Marketing 47A

n mn hc

PHN III.NHNG GII PHP NHM PHT TRIN HOT NG PR QUA BNG .
1.Phi c gng ko khn gi ti sn tr li. Vic cc trn u V-League tha tht khn gi l thc trng bun ca bng VN trong nhiu nm qua. Khn gi VN ang ngy cng quen dn vi cc trn cu nh cao, mang tnh quyt lit cao. Asian Cup 2007 l mt v d. H n n ko ti sn M nh xem cc cuc i u nh cao ca i tuyn VN vi nhng i bng tn tui ca chu . Khi V-League tr li, u trng ny khng hp dn h. Th hai l gii truyn thng dnh qu nhiu u i cho i tuyn. Trc v sau trn u ca i tuyn, ti thy rt nhiu t bo lm mi chuyn lin quan n i bng nh phng vn cu th, HLV, phn tch, nh gi, d on... Vi V-League, nhiu t bo t ra kh th . Ti rt him khi thy t bo no ng phng vn HLV hay cu th trc v sau lt u. Cng phi k n chuyn nhng nm gn y, khn gi chn cc gii trong nc v chuyn mua bn , dn xp t s... Do ko khn gi ti sn tr li,chng ta phi c gng t chc mt gi bng sch,khng c chuyn gin xp t s to lng tin cho khn gi khi ti sn ang c xem mt trn bng m hai i ht mnh v mu c sc o. Bn cnh ,bo ch phi c mt vai tr quan trng trong vic thng tin ti cc khn gi nhng thng tin cn thit. l v thi gian cc trn u din ra trc nhiu ngy khn gi c th thu xp thi gian i xem.Phi tuyn truyn lm sao gii V-League tr thnh mt ni khn gi ti hng tun th gin. 2.Tng lng cu th ngoi trong mt trn u. iu ny s lm tng cht lng V-League ln mt tm mi.C th ni chng ta khng cn mt gii bng ph cp cu th ni m cht lng km ma ta cn mt gi bong mnh. cc trn u y p khn gi,khi cc doanh nghip mi c th chi nhng khon tin ln ti tr mong tn tui ca doanh nghip mnh n c vi khn gi,n c vi ngi tiu dng.

29

Nguyn Gia Phong - Marketing 47A

n mn hc

3.Tin bn quyn truyn hnh phi c xem l ngun thu chnh. Khi cc trn u bng V-League c nng ln mt tm cao mi.Tin bn quyn truyn hnh tr cho cc trn u s cao hn v khn gi s xem cc trn u ny nhiu hn.Tin qung co trong trn u s tng cao.Khi khn gi c cm hng xem trn tivi th se thi thc h n sn hn. 4.Doanh nghip phi cng chung sc vi i bng. Mt khi i bng mnh ln,c tn tui hn doanh nghip s c thm ly.Bo ch s vit v i bng nhiu hn,cc bn tin th thao trn truyn thng cng s a tin nhiu hn.Khi thng hiu ca doanh nghip s xut hin nhiu trn thng tin i chng,ngi tiu dng s bit n sn phm ca doanh nghip. 5.Lm cho truyn thng ch ti i bng ca mnh ti tr. Mt v mua bn cu th ngoi c tn tui c th l mt chin lc PR doanh nghip hiu qu.Bo ch v truyn hnh s a thng tin ny hng ngy trn thng tin ai chng.

30

Nguyn Gia Phong - Marketing 47A

n mn hc

KT LUN
Qua phn ni dung trnh by trn, ti mun ni v mt vn kh mi m Vit Nam. y l mt ti mi, cha c nhiu ngi quan tm n.V th cng vic tm hiu v ti ny ca mi ngi cn nhiu hn ch. Ti mong ti nghin cu ny s phn no gip ch cc bn c thm mt s thng tin v hot ng PR v PR qua bng ca cc doanh nghip Vit Nam. V cng hy vng rng cc doanh nghip Vit Nam s c nhiu chin lc qung b hnh nh v thng hiu ca mnh. Mc d bi vit vn cn nhiu thiu st do ti liu cn hn ch. Ti mong c s quan tm v ng gp kin cho ti ny ngy cng hon thin hn.

31

Nguyn Gia Phong - Marketing 47A

n mn hc

MC LC M U................................................................................................. 1
I. L DO CHN TI...........................................................................1 II.MC TIU NGHIN CU...................................................................2 III.I TNG NGHIN CU...............................................................2 IV.PHM VI NGHIN CU.....................................................................2

PHN I. L LUN CHUNG V PR VA PR QUA BNG .........3


1. PR l g?...................................................................................................3 1.1. Sc mnh ca PR.............................................................................3 1.1.1. nh ngha PR...........................................................................3 1.1.2. Vai tr ca PR...........................................................................3 1.2.Cc b phn cu thnh c bn ca hot ng PR.........................4 1.2.1. T vn xy dng chin lc tng th:.......................................4 1.2.2.Quan h bo ch, bao gm:........................................................5 1.3.S khc nhau gia PR v qung co...............................................6 1.3.1.Tnh u vit ca PR....................................................................6 1.3.2.7 nguy c nu thiu PR..............................................................7 1.3.3.Tuy nhin mt s mt hn ch ca PR l:..................................7 1.4.Lp k hoch thc hin chng trnh PR.......................................8 1.4.1.Ti sao cn phi c k hoch cho chng trnh PR..................8 1.4.2.Vit bn k hoch PR.................................................................9

Ngn sch.............................................................................................. 10 nh gi................................................................................................ 10


1.5. 10 tng PR sng to.................................................................11 1.5.1.To ra cc s kin, ngy k nim.............................................11 1.5.2.Vit sch...................................................................................11 1.5.3. Ginh mt gii thng kinh doanh.........................................12 1.5.4.Tham gia vo cc chng trnh truyn hnh ph bin.............12 1.5.5. T chc cc bui hi tho, t vn min ph............................12

Nguyn Gia Phong - Marketing 47A

n mn hc

1.5.6.Thit lp h thng th tin tc in t (electronic newsletter)..12 1.5.7.Tn dng khch hng ca cc cng ty khc............................13 1.5.8. Tham gia vo cc t chc thng mi a phng.................13 1.5.9. To ra mt tranh lun rc ri ................................................13 1.5.10. Lm cng tc x hi..............................................................13 1.6. Mt s li c bn khi thc hin cng vic PR..............................14 1.6.1.Qu thi gian khng hp l......................................................14 1.6.2.Cch s dng ngn ng thiu phong ph................................14 1.6.3.Vit cc n phm km hp dn ...............................................14 1.6.5. Qu thi phng .......................................................................15 1.6.6. Thng xuyn pht hnh cc n phm khng mc ch.........15 1.6.7. Khng c kin thc bo ch.....................................................15 1.6.8. Thiu k hoch .......................................................................15 1.6.9. Khng c s gip ...............................................................15 1.6.10.Thiu linh hot ......................................................................16 2.PR Doanh nghip bng vic ti tr ......................................................16 2.1.Adidas...............................................................................................16 2.1.1.Bc u thnh lp..................................................................16 2.1.2.Thnh qu t c.................................................................17 2.1.3.Cc chin lc PR....................................................................17 2.2.Nike...................................................................................................19 2.2.1.Nhng ti tr cho cc i bng ln.........................................19 2.2.2.PR qua ti tr cho cc cu th ln..........................................21 2.3. Pesi...................................................................................................21 2.3.1.Nhng ti tr ln cho bng VIT NAM. ............................21 2.3.2.Dng cu th bng PR...................................................22

PHNII. THC TRNG HOT NG PR QUA BNG ......23 VIT NAM....................................................................................... 23


1. Cc CLB bng Vit Nam bc vo giai on chuyn nghip......23

Nguyn Gia Phong - Marketing 47A

n mn hc

1.1.X nghip bngra i.............................................................23 1.2.C hich cho bng Vit Nam......................................................24 1.3.Ro chn,cngv quy lut tt yu..........................................25 2.Nhng ng ch doanh nghip lm bng .........................................25 2.1.Bu c vi Hong Anh-Gia Lai...................................................25 2.2.Bu Hng viKhu cng nghip bng ...................................27 2.3.Bu Thng vi n Calisto.......................................................28

PHN III.NHNG GII PHP NHM PHT TRIN HOT NG PR QUA BNG ................................................................29
1.Phi c gng ko khn gi ti sn tr li.............................................29 2.Tng lng cu th ngoi trong mt trn u....................................29 3.Tin bn quyn truyn hnh phi c xem l ngun thu chnh.......30 4.Doanh nghip phi cng chung sc vi i bng................................30 5.Lm cho truyn thng ch ti i bng ca mnh ti tr................30

KT LUN........................................................................................... 31