18 b| quyet

Market|ng
hang h|eu
B quyt 1: ng ngh n nh v v hng hiu khng th so
snh
Trong marketing hng tiu dng, trung tm ca tt c cc chin
lc xy dng thng hiu l khi nim nh v thng hiu,
phng php bn hng c o (USP Unique Selling Proposi-
tion), v li th so snh thuyt phc v c o (UCCA Unique
and Convincing Competitive Advantage). Tt c cc chin lc
thng hiu truyn thng u phi xc nh r nh v thng hiu,
sau truyn ti n thng qua sn phm v dch v, thng qua gi
c, phn phi v truyn thng. nh v chnh l ch ra s khc bit,
t , to ra nhu cu cho mt thng hiu so vi mt thng hiu
khc m doanh nghip mun cnh tranh v thu ht khch hng.
Trong cuc chin vi PepsiCola, Coca-Cola xem mnh l thc
ung ch thc The real thing (y l mt c tnh khc bit c
bn) trong khi PepsiCola xem mnh l thc ung dnh cho gii tr
(The choice of the new generation) v thnh cng trong vic
to ra hnh nh CocaCola thnh thc ung m ch cc v ph huynh
s dng. Nh ta thy, cc thng hiu truyn thng lun tm cch
to ra hnh nh cho bn thn thng qua mt s c trng chnh tu
thuc vo mi trng kinh doanh, i th cnh tranh chnh, v k
vng ca nhm khch hng mc tiu.
Khi ni n hng hiu, s c
o mi chnh l iu quan trng
ch khng phi l s so snh
vi cc i th cnh tranh. Hng
hiu l th hin ca phong cch,
ca bn th sng to, ca kht
vng tim n ca ngi to ra n.
1
Tuy nhin, trong xy dng thng hiu cho sn phm hng hiu,
nguyn tc ny khng c tc dng. Khi ni n hng hiu, s c
o mi chnh l iu quan trng ch khng phi l s so snh vi
cc i th cnh tranh. Hng hiu l th hin ca phong cch, ca
bn th sng to, ca kht vng tim n ca ngi to ra n. Hng
hiu ni cho mi ngi bit y chnh l ti ch khng phi ti
chnh l v - iu m nh v hng ti. iu l nn thng hiu
Christian Lacroix l hnh nh ngp trn nh sng mt tri, mu sc
sinh ng, thm m phong cch vn ho vng a Trung Hi ch
khng phi l v nh v theo phng php thng thng.
Bn sc thng hiu hng hiu nhm n to cho khch hng mt
cm xc mnh m v s c o, s bt h, v s trng tn.
Chanel c mt bn sc nhng khng c nh v. Bn sc khng th
2
khng th o m, khng th mc c - n n gin ch l n.
Hng hiu ngha l tuyt nh v khng phi l tng i. Ci
chng ta quan tm l trung thnh vi mt bn sc ch khng phi
l v th ca thng hiu so vi i th cnh tranh. Ci m hng
hiu lo s l s copy tng, trong khi thng hiu hng tiu
dng lo s mt i yu t khc bit ho, hay ni cch khc l s tm
thng ho.
B quyt 2: Sn phm ca bn c khim khuyt?
Mc tiu ca thng hiu hng cao cp l cung cp sn phm v
dch v cht lng cao v lun phn u ti s hon ho. Nhng
p dng iu ny vi thng hiu hng hiu s l sai lm.
y l mt tng to bo. Vi a s mi ngi, hng hiu ng
ngha vi th cng v s tinh xo tuyt vi. Trong cc kho st v
nhn thc v khi nim hng hiu, khch hng trn khp th gii
u ngh iu tin quyt vi sn phm hng hiu l sn phm
tuyt ho. Nu chng ta tng tng mt h trc to vi mt
trc l gi c v trc kia l cht lng cng nng th hng hiu s
nm gc cao bn phi.
Tuy nhin, quan im ca chng ti c khc so vi thc t. Mc
tiu ca thng hiu hng cao cp l cung cp sn phm v dch
v cht lng cao v lun phn u ti s hon ho. Nhng p
dng iu ny vi thng hiu hng hiu s l sai lm. V cng
nng, mt chic ng h in t Seiko l hon ho hn rt nhiu
loi ng h hng hiu (v n l ng h quartz) v hin th gi
chnh xc thng qua mt ng h in t. Nu bn mua mt ng
h thng hiu hng hiu ni ting, bn c th s c cnh bo
l n chy chm khong hai pht sau mi nm. Sai st ny hon
ton cng khai, tuy nhin khch hng vn coi l mt trong
3
nhng c tnh v c s hp dn ring ca n. l kt qu ca s
c o v bn sc ca dng ng h ny. Nhng nh sn xut ng
h hng hiu thng thng mun to sn phm tht cu k, c
o, v mun bin sn phm ca mnh thnh mt tc phm ngh
thut. Chnh s ngc i ny vt ln s hon ho trong cng
nng v khin khch hng c mun s hu sn phm.
Chng ta c th thy mt s ng h hng hiu Herms c mt ng
h ch c bn con s ch gi: 12, 3, 6, 9. Mi khi xem gi, bn phi
on thi gian ging nh bn khng quan tm, thm ch kh chu, v
thi gian chnh xc. R rng v mt o thi gian chnh xc th n
khng bng cc ng h in t thng thng, nhng vi thng
hiu cao cp, mi quan tm khng phi l chc nng m l biu
tng v s vui thch.
4
Trong th gii ca hng hiu, mu m v sn phm phi c tnh
cch v c trng. Trong th gii xe hi, Ferrari l nim mong c
ca mi ngi khng phi v n m i v d li. Cc mu xe u bt
buc khch hng phi chp nhn mt s khuyt im ca chng.
B quyt 3: Khng chiu khch hng
iu ny khng c ngha l thng hiu hng hiu khng lng
nghe v p ng cc yu cu ca khch hng. Cng ty ch khng
p ng nhng yu cu khng ph hp vi bn sc thng hiu
ca mnh.
Mt trong s nhng thng hiu ni ting nht trn th gii l
BMW. Thng hiu ny thnh cng trong vic to nn mt lp
cc tn cc k trung thnh v ht lng v thng hiu ny. Vy
th iu g ng sau s thnh cng ny?
5
Mt nhn din thng hiu r rng v nht qun k t nm n
c nh hnh nm 1962 cho n nay, tm tt trong cu slogan
sheer driving pleasure cm gic li xe tht s.
Mt c ch qun l cng ty gia nh n nh. T nm 1959,
thng hiu c s hu bi gia nh Quandt v h quan nim
rng mi th u cn thi gian v sn sng chp nhn mt mt s
khch hng trong ngn hn t c gi tr trong di hn.
Mt nn vn ho c vi s ch trng vo k ngh v cht
lng sn phm.
BMW bn cm gic li xe tuyt ho cho nhng ngi bit thng
thc n. Cng ty cha tng sn xut xe m khng to ra cm gic
thch th cho ngi li. BMW tr thnh mt biu tng cho s
thnh cng ca nhng doanh nhn tr nng ng. Mc d thnh
cng nh vy, thng hiu vn gi c bn sc ca mnh nh
cng ty khng chiu theo khch hng khi nhng yu cu ny
khng ph hp vi tm nhn ca cng ty v nhng gi tr thc s
lm nn thng hiu ca mnh.
iu ny khng c ngha l thng hiu hng hiu khng lng
nghe v p ng cc yu cu ca khch hng. Cng ty ch khng
p ng nhng yu cu khng ph hp vi bn sc thng hiu
ca mnh.
Mt v d l khch hng thng than phin mi khi mt mu xe
Series 5 xut xng l mu xe ny c ch chn qu hp. Theo
khch hng, cng ty nn chiu h v thit k li. Tuy nhin, theo
cng ty, vic thit k li ch chn s ph hng s hon ho ca
cc t l trong thit k tng qut v hnh dng kh ng hc. Mt
minh chng l mu xe Jaguar E-type tr nn mt thm m th
no khi thay i thit k bng vic thm 2 gh vo bng sau.
BMW l mt v d tt v gi gn s thng nht theo thi gian v
6
chng loi sn phm, to nn c trng, s b n v hp dn ring
cho mnh. Trong marketing truyn thng, khch hng l thng .
c trng doanh nghip ca Procter & Gamble khng ph thuc
vo mt ngi hay mt loi sn phm m l phng php t yu
cu ca khch hng lm trng tm ca vic kinh doanh. P&G lm
iu ny bng cch lng nghe nhng iu khch hng ni v mun
ni, bin yu cu ny thnh ton cu, hoc t nht trong khu vc,
v sn phm s c bn thng qua h thng phn phi i tr.
Tuy nhin, i vi mt hng hiu, thng hiu xut pht t tr c
nh sng lp v tn ti da trn mt tm nhn lu di. C hai con
ng dn n tht bi: khng lng nghe khch hng v lng nghe
h qu nhiu.
B quyt 4: Nguyn tc phn bit
Trong thc t, iu ny ngha l thng hiu hng hiu phi gip
phn bit ng cp ca ngi dng trong x hi. Chng ta khng
th p dng quy tc dn ch thng thng vo nhm hng ny.
Thng hiu hng hiu hin nay hot ng vi nguyn tc ng -
m. Nu m rng qu s lm hi cho chc nng x hi ca thng
hiu. Ralph Lauren thnh cng trong vic gn lin o polo vi
th thao, qua phn bit vi o Crocodile. Crocodile lc u
c coi nh mt thng hiu hng hiu, nhng do chnh sch
m rng khch hng qu nhiu khin sau nay n ch c coi nh
loi o s dng thng ngy. Ngc li, qu ng s khin cng
ty gp kh khn ti chnh.
Trong thc t, iu ny ngha l thng hiu hng hiu phi gip
phn bit ng cp ca ngi dng trong x hi. Chng ta khng
th p dng quy tc dn ch thng thng vo nhm hng ny. V
d trong mt ca tim, chng ta c th to ra mt s phn bit
7
ng cp nh bng vic to ra cc quy hng ring: quy tng
trt dnh cho khch thng thng, quy tng lu dnh cho
khch cao cp. Cng theo nguyn tc ny, Armani lp ra cc ca
tim ring bit cho mi dng sn phm ca h. Qung co v
truyn thng dnh cho tt c mi ngi, nhng quan h cng
chng th phi la chn i tng mc tiu mt cch k lng (v
d t chc tic vi cc nhng nhn vt danh ting v mi ring cc
khch hng n d).
Trong ngnh hng khng, cc cng ty s t chc dch v ring bit
dnh cho cc khch hng khoang hng nht (v d nh hng Emir-
ates nh trong hnh) cc khch hng ny khng phi ln ln vi
cc khch hng khc trn my bay t khi vo sn bay cho n khi
v ti nh. Tt c u phi ging nh bn ang s hu mt phi c
ring vy. Mt thng hiu hng hiu thnh cng phi c kh nng
phn tch ng cp ca khch hng ca mnh v trnh b trn ln
vi cc khch hng thng thng khc.
8
B quyt 5: Qung co khng phi bn hng
Nhim v ca qung co s l h tr vic to nn huyn thoi, s
b n, nhng c m cho khch hng bn cnh nhng yu t khc
nh vic trng by sn phm, ngh thut.y mi chnh l iu
quan trng i vi hng hiu.
Bn hy xem qung co ca Tag Heuer; mt bn l hnh nh
chng nhn ca mt ngi sao, bn kia l nh mt mu ng h;
khng mt li m t, khng cho mi mua hng, ch mt cu tht
ngn What are you made of? (tm dch: Bn l ai?)
iu ny hon ton xa l vi nhng nguyn tc qung co thng
thng. Trong qung co thng thng, iu u tin l a ra
mt li cho mi mua hng, cng c o cng tt. Trong qung
co hng hiu, nim m c l yu t u tin. Nhng m t v
gii thch v sn phm n th hai. Sau khi c nim m c v
sn phm, khch hng s ti mt ca tim ca Tag Heuer v
ngi ta s a cho h mt cun catalog vi y thng tin v
kiu dng, thit k, ngun gc, cht lngca sn phm. Tng
t, nu bn n ca hng ca hng xe Porche, nhn vin s cho
bn bit chi tit v thit k, tc , v tnh nng, s an ton, v cc
huyn thoi v chic xe. l qu trnh hu - kim chng ca
khch hng. Khch hng trc khi chi tiu u mun chc rng
cht lng hng ho phi tt, cho d nim m c l yu t quyt
nh u tin ca hng hiu.
9
Khi c hi v vai tr ca mnh ti BMW ti M, gim c khu vc
ny tr li vi uy tn trong lng ca khch hng, vi hnh nh l
chic xe trong m trong gii tr ca M, k hoch bn xe trong
nm sau ca cng ty gn nh hon thnh 90%. iu c phi
l chng ta chng cn lm g na khng? Cu tr li ca ng rt
n gin, r rng, v y ngha: Cng vic ca ti l m bo
nhng ngi 18 tui ti t nc ny coi BMW l chic xe trong
m, v ngay khi h c tin, h s mua mt chic BMW. Ti phi
lm cho h thy BMW trong mi gic m ca mnh.
D nhin l mt mnh qung co khng th to ra gic m BMW,
qung co l mt phn quan trng trong qu trnh . Nhim v
ca qung co s l h tr vic to nn huyn thoi, s b n,
nhng c m cho khch hng bn cnh nhng yu t khc nh
10
vic trng by sn phm, ngh thut.y mi chnh l iu quan
trng i vi hng hiu.
Nm 2004, BMW nh cc o din ni ting ti Hollywood lm
phim v BMW nhng khng phi phim qung co. Mi ngi lm
mt b phim ngn v c ton quyn quyt nh v ni dung.
Lot phim ny c a ln internet v ngay lp tc thu ht s
ch v mn m ca cng chng vi BMW. Ngoi vic thu ht ch
ca khch hng, lot phim ny con mang n mt hnh nh mi
m v hin i cho thng hiu, iu m i khi cc thng hiu
c in nht vn cn.
B quyt 6: Tuyn truyn hng ti nhng ngi khng l
khch hng tim nng ca cng ty
Trong th gii hng hiu, nu mt ngi nhn bn v khng nhn
ra bn ang s dng hng hiu th hng hiu cng khng c
my ngha. V vy, ta cn lan to danh ting thng hiu ra ngoi
nhm khch hng tim nng.
Hng hiu c hai mt to nn gi tr - hng hiu i vi ngi s
hu n v hng hiu vi ngi khng s hu n. duy tr mt
gi tr th hai, chng ta vn cn lm cho nhng ngi khng
kh nng mua bit n thng hiu hng hiu ca chng ta. Trong
marketing truyn thng, trng tm l phi hiu qu, ngha l phi
thu hi c t u t. V vy, qung co phi tp trung vo khch
hng tim nng v ch h m thi. Tp trung qung co vo nhng
ngi khng th mua hng l ph phm ngun lc
11
Trong th gii hng hiu, nu mt ngi nhn bn v khng nhn
ra bn ang s dng hng hiu th hng hiu cng khng c
my ngha. V vy, ta cn lan ta danh ting thng hiu ra ngoi
nhm khch hng tim nng.
B quyt 7: Gi c khch hng cm nhn lun cao hn gi
thc
Mt nguyn tc chung l gi c khch hng tng tng khi nhn
thy hng hiu phi cao hn gi c thc ca n. iu ny khng
ging nh marketing truyn thng.
Trong qung co hng hiu, ngi ta thng trnh chiu v hnh
nh sn phm m khng km theo m t v ng nhin l khng
km theo gi. Trong th gii hng hiu, gi c l iu khng cn
phi nhc ti. Nu bn i dng ba ti ti nh hng sang trng
nht, bn c chn mn n da trn gi c khng? Thm vo ,
12
mt s nh hng cao cp khng nim yt gi c vo thc n.
Mt nguyn tc chung l gi c khch hng tng tng khi nhn
thy hng hiu phi cao hn gi c thc ca n. iu ny khng
ging nh marketing truyn thng. Renault gii thiu mu xe
Logan vi gi khi im $8500, nhng mu vi y tnh nng
s ln ti $11000. Cc nh phn phi thng c chin thut nh
trn. H s c gn thu ht khch hng bng gi r, sau thm
vo cc tnh nng ring khch hng la chn v tr thm tin.
Hng EasyJet bn v my bay kh hi London Paris vi gi $45
nhng vi s gh vi gi nh vy l hn ch v c bn ht rt
nhanh. Cc khch hng khc s phi mua cc s gh cn li vi
gi cao hn mt t.
13
Trong th gii hng hiu, khi gi c khch hng ngh cao hn gi
c h phi tr th:
Khi mt ngi eo ng h Cartier Pasha, nhng ngi xung quanh
khi nhn thy s d on gi tr ca n cao hn (v tnh cht hng hiu
ca n). iu ny s to ra ng cp ca ngi s hu n.
Khi bn tng ai mt mn qu l hng hiu, h s n tng v trong
u h ngh mn qu c gi tr rt cao.
B quyt 8: Hng hiu to nn gi c, khng phi gi c to nn
hng hiu
Tin bc khng phi l phng tin tt phn loi hay xp hng
mt loi hng ho tr khi hng ho hm cha mt nt vn ho
ring. Quy tc ngc i ny c ngha l marketing hng hiu c
th coi l marketing da trn sn xut.
cng l l do marketing truyn thng gp rc ri khi ng dng
vo lnh vc ny v n thun tu l marketing da trn tiu dng.
Trong th gii hng hiu, bn sn xut mt sn phm trc v sau
s quyt nh bn gi bao nhiu; khch hng cng coi n l
hng hiu th mn hng c nh gi cng cao. iu ny
ngc vi marketing hng tiu dng; trong , nh sn xut s xc
nh gi c trc, sau mi quyt nh c sn xut hng ho hay
khng da trn li nhun d on.
14
iu ny c ngha l nhn vin bn hng ti cc trung tm trc
tin phi gii thch khch hng hiu s b n v cc nt vn ho
tinh t i km vi hng hiu; t , chia s s am m v khao
kht v mn hng. Sau , khch hng s t hiu l do ca gi c
i km v h c th ra quyt nh.
B quyt 9: cng lu, gi cng cao, nhu cu cng ln
Khi vo lnh a ca hng hiu, gi c ch l thng tin thun tu k
thut. Mt khi gi c tr thnh mt vn trng tm nh trong quy
tc cung - cu truyn thng, hng ho s khng cn l hng
hiu cho d n c thng hiu l hng hiu.
Trong marketing truyn thng, khi gi c gim, nhu cu tng. Trong
th gii hng xa x, mi quan h ny b o ngc. Trong nhng
15
nm 1950, Krug ch l mt hng ru champagne nhng sn
phm ca h c cht lng tuyt ho v c cc ti t v gii
ngh s a chung v c gi rt cao ti Anh. Cng trong thi gian
, Moet & Chandon nhn ra cch Krug khng ch vi cung ng
sn phm ca mnh (s khan him ca sn phm khin mi ngi
cng sn lung), v quyt nh tung ra sn phm cnh tranh vi
Krug. H gii thiu sn phm mi l Dom Prignon vi gi cao
gp ba ln sn phm ca Krug. tng danh ting cho sn phm,
Moet & Chandon tng mt l Dom Prignon cho N hong Anh, v
trong nm 1961, trong nhng lot phim u tin ca series James
Bond, ip vin 007 ch ung Dom Prignon.
Vy Krug i ph th no ginh li v tr thng phong? -
H c nn im lng v tin rng cht lng l bng chng tt nht?
- Hay h bt chc chin thut ca Dom Prignon? y c v
nh l mt chin thut khng hp l vi mt hng ru vi hn
160 tui i v truyn qua nm i con chu qun l.
Mt nc i c th gi l to bo ca Krug l khng da vo vic
sn xut ra sn phm ho hng nht tng ng vi gi c m
cng ty a ra, m nh gi da trn thi gian, bt u t gi thp
nht; trong 10 nm, gi tng t $19 ln $100 cho mt chai. ng
thi, h tin hnh sn xut mt loi sn phm cc him mang tn
Clos du Mesnil. Loi Champagne ny c thi gian sn xut l 10
nm; k t khi lm t, trng nho, thu hi, ln men, v ru.
Ngy nay, mt chai Clos du Mesnil c gi trn $700.
S phc hi ca Krug l v d in hnh ca vic p dng cc quy
tc ngc i trong marketing: khi vo lnh a ca hng hiu, gi
c ch l thng tin thun tu k thut. Mt khi gi c tr thnh mt
vn trng tm nh trong quy tc cung - cu truyn thng, hng
16
ho s khng cn l hng hiu cho d n c thng hiu l
hng hiu. C rt nhiu v d trong cc ngnh khc, trong ,
ngi ta tng gi v d nhin ti u t phn li nhun ny vo
qung co v nng cao cht lng - gip hng ho duy tr v th
hng hiu ca mnh.
tn ti trong th gii hng hiu, ci m bn cn l vt tri
ch khng phi l hp l. Gi c hp l l gi c khin khch
hng chp nhn c sau khi cn nhc v so snh. Ta quay tr li
quy tc ngc i trong marketing hng hiu s 1, hng hiu l
tuyt i, khng phi so snh. C gng tr nn hp l l
bn lm tm thng ho thng hiu hng hiu, hay ni cch
khc l bn git cht nhng g khin hng hiu l hng hiu.
Bng cch tng gi, bn c th loi b c cc khch hng khng
ph hp v thu ht s ch ca cc khch hng xa nay vn coi
thng thng hiu ca bn.
17
B quyt 10: Phi loi b nhng khch hng khng nhit huyt
Khi chng ta marketing thng hiu hng hiu, cng lm thng
hiu gn gi li cng khin gi tr ca n b pha long. Lc ,
thng hiu s mt i nt c trng v c nim m c s hu
ca khch hng cao cp.
Trong marketing truyn thng, mc tiu ca doanh nghip l thu
ht khch hng ra khi cc thng hiu khc: doanh s l thc
o s thnh cng ca nh qun l. iu ny khin doanh nghip
u t nhiu cho vic pht trin cc sn phm mi thm nhp
v m rng th trng v chin thng i th cnh tranh. gia
tng nhn thc thng hiu ngha l s ngi b cun ht bi
thng hiu nguyn tc l khng nn khin thng hiu qu xa
l hay khc bit.
Tuy nhin, khi chng ta marketing thng hiu hng hiu, cng lm
thng hiu gn gi li cng khin gi tr ca n b pha long. Lc
, thng hiu s mt i nt c trng v c nim m c s hu
ca khch hng cao cp. BMW l thng hiu tn ti c nh tnh
nng khc bit ca sn phm. Nh sn xut x Bavaria ny c
lng khch hng tim nng ca cng ty ch khong 20% tng s
khch hng trong phn on ny. ngha l 1 trong 5 ngi.
iu ny c ngha l 80% khch hng trong phn on ny khng
b hp dn bi cc tnh nng ca xe BMW. Cng ty sn sng hy sinh
80% ny gi vng 20% th trng mc tiu tht s v trung
thnh vi mnh. S pht trin ca thng hiu c thc hin bi
thm nhp th trng cc quc gia khc ch khng phi l thm
nhp phn on th trng mi. tng trng, BMW la chn
mua thm hai thng hiu khc c c trng ging BMW l Mini v
Rolls-Royce v vn hnh c lp so vi thng hiu BMW.
18
B quyt 11: Phi iu khin khch hng
Hng hiu t xa xa l c quyn ca gii qu tc. Ngy nay, hng
hiu khng cn da phn bit giai cp na m l th hin v th
trong x hi. Mi ngi u mun phn u n mt v tr cao trong
x hi, v hng hiu va l mt phn thng, va l mt cch thc
h th hin iu ny.
gi vng c v th ca mnh, thng hiu hng hiu phi ch
ng c khch hng. y khng phi ni rng chng ta khng tn
trng khch hng: b m ch ng con ci nhng khng c ngha l
h khng tn trng con ci. Ngc li, nu b m i x vi con ci
nh nhng ngi bn v coi nh ngang hng vi mnh th uy tn
ca h s mt i v con ci s khng cn tn trng na.
19
Mi quan h gia thng hiu hng hiu v khch hng cng c
nhiu im tng ng vi mi quan h trn. V th, gi mt khong
cch so vi khch hng s gip thng hiu hng hiu gi c nt
huyn b ca mnh.
Hng hiu l lnh a ca s thch v vn ho. i khi c rt nhiu
khch hng mong mun nhng cha bit cch th hin bn thn, h
s chn cc nhn hiu hng hiu thc hin iu ny v thng
hiu ca bn phi sn sang lm nhim v t vn v nh hng gip
khch hng. Thc hin vic ny ngha l thng hiu phi iu
khin c khch hng.
B quyt 12: Khng m rng sn lng khi nhu cu tng
Mc tiu chnh ca marketing truyn thng l tng khi lng bn
hng. nh cch ny, doanh nghip s xc nh s hin din v kh
nng lnh o th trng ca mnh. Thng qua knh phn phi i
tr, cc ca hng, siu th. , cng ty m bo kh nng phn phi
20
v kh nng nhn din sn phm ca doanh nghip khp mi ni
v c c s tin hnh cc chin dch qung co trn din rng.
Vi doanh s ln, doanh nghip vn c th tn ti v sinh li d li
nhun trn mi sn phm l nh. y chnh l nguyn tc ca mar-
keting sn phm i tr v v th m nng lc ca nh qun l c
o bng kh nng tng doanh s hng nm.
Ti cng ty Ferrero (vi cc thng hiu Kinder, Nutella, v Tic Tac),
doanh s khng c php tng t hn hai ch s. Cng vic ca
cc gim c bn hng l phi tng kh nng thm nhp ca cc
thng hiu nh Kinder Surprise, Kinder Bueno, v tng khi lng
tiu th trn tng khch hng (ngha l tn sut tiu th). Nu nhu
cu tng ln, h s tng cng sut p ng y l cha kho
ca m hnh kinh t. Nu khng tng c cng sut p ng
nhu cu, cc nh phn phi s khng hi lng v khch hng s
khng kin nhn ch i m s chuyn qua tiu th sn phm ca
cng ty khc. T hn na l khch hng s lan truyn ting xu v
thng hiu ca cng ty. Tt c nhng iu ny s to nn mt
thm ho thc s cho doanh nghip.
21
Ti Ferrari, s lng sn xut c gi mc di 6000 xe/nm -
s khan him cng l mt yu t to ra gi tr. Khch hng hiu ti
sao c s khan him v chp nhn ch i. S khan him cng
c qun l nh chng ta qun l mi quan h khch hng. Ngi
ta c tnh to ra s khan him chng li nhu cu ca khch hng,
v qun l c nhu cu .
B quyt 13: Lm khch hng kh mua c hng
Hng hiu l th m khch hng phi tn cng sc mi c c.
Cng kh kim d hu hnh hay v hnh th kht vng cng ln.
Nh mi ngi u bit, hng hiu thng gn vi khi nim thi
gian: thi gian tm kim, ch i, mong c, m khng th thy
c nhng khi nim marketing thng thng.
22
i vi hng ho thng thng, ngi ta s ngh ngay ti cc h
thng phn phi khng l, hng ho lu thng nhanh chng, cc ca
hng tin ch, h thng tnh tin t ng, mua bn qua internet hoc
in thoi. Thng hiu hng hiu phi bit cch to ra kh khn
ch ng khao kht ca khch hng v iu khin chng. Khch hng
s c tho mn khao kht s dng hng hiu sau khi vt qua mt
lot cc ro cn nh ti chnh v c bit l vn ha i km vi hng
ho hng hiu (khch hng phi bit cch s dng hng ho hng
hiu ng cch) v thi gian ( v d bn phi ch 2 nm nhn mt
chic xe Ferrari hoc mt vng ngc trai Mikimoto).
Thng hiu hng hiu phi thu hiu cch phn pht s khan him
m khng to ra s thiu ht. iu ny tng i r rng v thiu ht
s lm hn ch s pht trin ca kinh doanh, nhng s tha thi
cng s lm tiu tan s khao kht v ch i, l iu mu cht trong
vic hnh thnh thng hiu hng hiu.
to ra tr ngi cho vic t c hng hiu, iu lun lun nn lm
l to ra tr ngi v thi gian; thi gian l mt yu t then cht ca
hng hiu.
B quyt 14: Tng gi trung bnh ca cc dng sn phm
Trong marketing truyn thng, bn tung ra mt dng sn phm vi gi
hp l; v khi vp phi cnh tranh, bn s h gi sn phm. Trong th
gii hng hiu, ta phi lm iu ngc li.
Mt thng hiu hng hiu trong tnh hung tng t phi cho khch
hng thy rng mnh ang ti lp li khong cch v ng cp so vi
i th v tng gi l mt cch trc quan truyn thng ip ny.
Mt thng hiu hng hiu khng th tng trng v c li nhun khi
tung ra mt sn phm khng thuc ng cp hng hiu. Ta c th thy
23
vic Mercedes tung ra thng hiu xe hi siu cao cp di mt ci
tn khc (Maybach nh trong hnh) cho thy s thay i trong chin
lc: Mercedes t y s tp trung vo dng xe hng trung v hng
sang; nhng dng xe siu cao cp s chuyn qua thng hiu May-
bach, khng cn l Mercedes.
iu ny c ngha l i khi chng ta cn mt vi sn phm mang tnh
cch gii thiu thu ht cc nhm khch hng mi, nhng xy dng
mt thng hiu hng siu phm cn s thay i trong tm nhn. S
pht trin ca thng hiu hng hiu khng ph thuc vo vic tm
kim v m rng phm vi khch hng thng thng m nh vo tng
trng kinh t th gii to nn tng lp ngi giu v siu giu mi
trn th gii. Nhng ngi ny tm kim s tn hng (thng qua sn
phm) hay biu tng (thng qua thng hiu). H mun l thnh
vin ca mt nhm cng ng cp v mun phn bit mnh so vi
nhng ngi khc khng thuc nhm ny. V th, gi trung bnh ca
sn phm phi tng ln tho mn yu cu ny; v ng nhin bn
ng thi cng phi nng cao cht lng ca sn phm v dch v.
24
B quyt 15: Khng bn sn phm
Nu bn mun p dng chin lc tng gi, nh trong trng hp
ca Krug, bn phi chp nhn gim bt s khch hng v s sn
phm bn ra. a s doanh nghip khng dm thc hin iu ny m
c gn thu ht cng nhiu khch hng cng tt. Khi bn lm nh vy,
sn phm ca bn khng cn trong th gii hng hiu na m l
thuc th gii hng tiu dng, tuy rng n c th c li nhun rt cao.
Krug c mt mt s khch hng v mt s nh nhp khu. Nu khng
c s gip t Rmy Cointreau, c l chin lc ny ca Krug
b b d sau khi cc khch hng ln ra i. Trong th gii hng hiu,
khng c gng bn hng l mt im c bn trong quan h vi khch
hng. Bn c th gii thch cho khch hng v lch s v tnh nng ca
sn phm, nhng khng nn mi cho h mua hng bng cch ny
hay cch khc.
25
Chng ta thy trong v d v chin dch m BMW thu cc o
din lm nhiu clip ngn v xe BMW v a ln internet. y
khng phi l qung co m l phim c tnh cht th hin v lan
truyn nhanh chng ti M. Nhn xt v iu ny, gim c market-
ing ca BMW USA ni Khi ni n hng hiu, cch tt nht tip
cn vi khch hng thng lu l h t tm ti bn.
B quyt 16: Khng dng ngi ni ting ng phim qung
co
Trong marketing truyn thng, ngi sao mn bc thng c mi
ng phim qung co. Tht tuyt vi nu mi c David Beck-
ham ng phim qung co knh mt v kem co ru. Nestl cng
mi George Clooney lng x cho thng hiu Nespresso v thu
cu th Ian Wright cho thng hiu Nescafe. Nestl l nh qung
co thc phm hng u th gii v h bit h ang lm g.
Tuy nhin, vic dng ngi ni ting qung co l rt mo him.
Mt thng hiu hng hiu c lng x bi mt din vin, v bn
cht, cng ging nh mt din vin c lng x bi nh bo v
gii sn tin. Nh ta bit, bn cht mi quan h gia thng hiu
hng hiu v khch hng l va phi tn trng h, va phi iu
khin h. D cho thng hiu hng hiu ni ting nht, vic dng
mt ti t ni ting qung co s to ra cho khch hng cm
tng thng hiu khng c sc sng m phi nh n danh
ting ca mt ti t ny tn ti.
i vi hng hiu, chin lc ny l sai v tng th v s khin
thng hiu mt quyn kim sot khch hng. Hng hiu kin
quyt phi nm c quyn iu khin khch hng ch khng th
chy theo ging nh hng ho thng thng c. Dng ngi
26
ni ting qung co hng hiu s to ra hnh nh hng hiu ch l
hng ph tng trang tr cho cc ngi sao m khng c sc sng
ring. Louis Vuitton mi Mikkhail Gorbachev, tng thng Lin X
c, qung co cho sn phm ca mnh nhng h ht sc trnh sai
lm trn bng cch:
- th nht, dng ngi ni ting khng phi l biu tng thi
trang m l biu tng thay i th gii.
- th hai, Louis Vuitton khng phi ngi hng, nhng n
i cng ngi hng v chng kin cc gi pht lch s.
B quyt 17: Khai thc s gn gi vi ngh thut
Trong marketing truyn thng, thng hiu tm kim s cun ht
v xy dng mi lin kt tnh cm vi khch hng. V vy, ngi ta
thng dng m nhc ph bin ng thi hay ch t l m nhc
m khn gi c th hiu c thc hin cng vic ny, hay ni
cch khc l thng hiu phi i phc v s thch ca khch hng.
Thng hiu hng hiu cng phc v s thch ca khch hng v
cng dng ngh thut to mi lin kt vi khch hng ca mnh.
27
Tuy nhin, thng hiu hng hiu khng phi i theo khch hng
m c tnh sng to v mnh m ring. V vy, chng ta nn lin kt
hng hiu vi nhng ngnh ngh thut khng ph thng v c sc
ht mnh vi cng chng. Louis Vuitton thc hin iu ny bng
cch ti tr cc bui ha nhc ca m nhac ng i; v d, h
ti tr cho s hin din ca pianist Maurizio Pollini trong chng
trnh Abbaye de Royaumont trnh din m nhc ca nh son
nhc t ni ting Luigi Nono, thay v nhc ca Mozart hay Chopin.
Theo sau nhng thnh cng bc u ca Cartier, nh trin lm Fon-
dations dArt Contemporain hin nay rt ni ting trong gii hng hiu
vi vai tr bo tr cho cc khuynh hng ngh thut mi. Hai bn
thit lp mi quan h cng sinh, va phc v ngh thut v va gip
cc thng hiu hng hiu thc hin mc tiu ca mnh.
28
l l do ti sao nhng ngi lm trong ngnh kinh doanh hng
hiu li c mi quan tm c bit v thng xuyn t chc nhng
hot ng ngh thut ng i.
B quyt 18: Khng chuyn ni sn xut
Gim chi ph l ct yu trong sn xut hng tiu dng v iu ny
c ngha l chuyn nh my n ni c chi ph r nht. Tuy nhin,
nh qun l hng hiu khng c s dng cch ny.
Khi mt khch hng mua mt sn phm hng hiu, h mua c
chiu su lch s v vn ho c trng bao hm trong ni chn sn
xut. C truyn thng lu i gn vi mt ni chn s lm tng gi
tr v hnh ca sn phm hng hiu . BMW, mt thng hiu
hng hiu thnh cng, xy dng cc c s sn xut ca mnh ti
c v vn gi c s sn xut xe Mini ti Vng quc Anh.
Gi vic sn xut ng c v lp rp xe ti c l trung tm to
nn nhn din thng hiu ca BMW, mi chiu xe xut xng t
c u mang du n ca nn vn ho c. Ngy nay, BMW m
mt s nh my lp rp xe BMW series 3 ti M, Thi lan v mt
29
s ni khch v ng nh phn tch trn, series 3 khng cn l
chic xe hng hiu ng ngha nh nhng mu xe khc ca BMW
na m n phc v nh l mt mu xe gii thiu cho cc khch
hng mi, m ng cho h tin vo th gii hng hiu ca
BMW sn xut ti c m thi.
30
Bin dch: Nguyn Thanh Hng n DNA Branding
Add: 259 Le van Luong St., Dist.7, HCMC - info@dna.com.vn - www.dna.com.vn