THIT K & THC HIN CHIN LC GN THNG HIU

GVHD: TS. BO TRUNG

NHM 7 1. Nguyn Vn An 2. L Ngc Nhung

3. Lu Th Ngc
4. Phm Minh Qun 5. Phan Thnh Tm 6. H Vn Ph Thnh

Lp m 3 - Cao hc K22 LOGO

NI DUNG
CHIN LC GN THNG HIU

CP BC THNG HIU

THIT K CHIN LC GN THNG HIU

S DNG MARKETING C NGHA X HI XY DNG VN THNG HIU

CHIN LC GN THNG HIU

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1. CHIN LC GN THNG HIU

S dng tn, logo, biu tng, hnh nh g. p dng cho sn phm c th no. Mc tiu: t chc h thng sn phm ca Cng ty vo tr nh ca khch hng. Vai tr: + Lm r - S bit n thng hiu lm cho khch hng bit c nhng im ging v khc nhau ca tng sn phm. + Thc y - Hnh nh thng hiu thc y khch hng dng th v mua li bng cch chuyn vn thng hiu vo trong tng sn phm.

1. CHIN LC GN THNG HIU

1.1

Ma trn thng hiu sn phm Chiu rng ca chin lc gn thng hiu Chiu su ca chin lc gn thng hiu

1.2

1.3

1. CHIN LC GN THNG HIU

1.1

Ma trn thng hiu sn phm

Sn phm
1 2

Th hin bng th tt c cc sn phm v thng hiu cung ng bi cng ty Dng thng hiu: tt c cc sn phm c cng thng hiu Dng sn phm: tp hp cc sn phm cng chng loi c lin quan mt thit v th trng, phn phi, nh gi

Thng Hiu

B
M

Danh mc thng hiu: tt c cc thng hiu v dng thng hiu m cng ty cung ng cho mt loi sn phm

1. CHIN LC GN THNG HIU

1.2

Chiu rng ca chin lc gn thng hiu

L s lng v bn cht cc sn phm khc nhau gn lin vi cng mt thng hiu cung cp bi cng ty.
Cc nhn t nh hng n mc hp dn ca loi sn phm: - Nhn t th trng tng th: Dung lng th trng, tc pht trin, vng i sn phm, ma, li nhun. - Nhn t ngnh: e da t nhng ngi mi gia nhp, nng lc m phn ca ngi mua, nng lc m phn ca nh cung cp - Nhn t mi trng: cng ngh, kinh t, php lut, x hi

1. CHIN LC GN THNG HIU

1.3

Chiu su ca chin lc gn thng hiu

L s lng v bn cht ca cc thng hiu khc nhau trong cng loi sn phm c cung cp bi cng ty. Nhiu thng hiu c a ra v khng c cm nhn l nh nhau cc th trng khc nhau Ti a ho bao ph th trng Ti thiu ho s chng cho ca cc thng hiu

1. CHIN LC GN THNG HIU

1.3

Chiu su ca chin lc gn thng hiu

Vai tr c bit ca danh mc thng hiu:

Thu ht cc on th trng hin ti cn b trng bi cc thng hiu khc ca cng ty Bo v bn sn cho cc thng hiu i u ca cng ty Thng hiu b sa sinh li cao Thng hiu c gi thm nhp thp thu ht khch hng vt qua ro cn gi cao ca danh mc thng hiu Thng hiu c gi cao nhm gia tng uy tn i vi danh mc Tng s ph thuc ca nh bn l Thu ht nhng khch hng tm kim s a dng Tng cnh tranh ni b Kinh t bc thang cho cc hot ng marketing v bn hng

CP BC THNG HIU

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2. CP BC THNG HIU
nh ngha: L mt phng tin hu ch m t chin lc gn thng hiu ca mt cng ty thng qua th hin s lng v bn cht ca cc yu t thng hiu khc nhau theo cc sn phm khc nhau c trnh by theo th t. Cp bc thng hiu c sp xp theo th t t trn xung: Thng Thng Thng Thng Ultra) hiu hiu hiu hiu cng ty (General Motors) gia nh (Buick) c nhn (Park Avenue) iu chnh (thit k n v hay kiu,

2. CP BC THNG HIU

2.1

Xy dng vn thng hiu cc cp bc khc nhau Cc tiu ch o lng hnh nh cng ty

2.2

2. CP BC THNG HIU
2.1

Xy dng vn thng hiu cc cp bc khc nhau

Cp thng hiu cng ty

- L cp bc cao nht v thng hiu cng ty lun c th hin trn sn phm hay bao b (General Electric, HP). - Hnh nh cng ty: nhng lin tng c trong k c ngi tiu dng i vi cng ty - Vn thng hiu cng ty: Phn ng khc nhau t pha ngi tiu dng, khch hng, nhn vin, i tci vi sn phm, hnh ng, truyn thng, sn phm hay dch v ca cng ty.

2. CP BC THNG HIU
2.1

Xy dng vn thng hiu cc cp bc khc nhau

Cp thng hiu gia nh

- L thng hiu c gn cho nhiu loi sn phm khc nhau (thng hiu d). V d: Seagram Tropicana, PepsiCo Gatorade.

- Chi ph gii thiu thp hn v s chp nhn cao hn i vi sn phm mi.

- Tuy nhin cng ty nn thn trng khi a cc sn phm vo thng hiu gia nh, c th lm suy yu thng hiu gia nh.

2. CP BC THNG HIU
2.1

Xy dng vn thng hiu cc cp bc khc nhau

Cp thng hiu c nhn

- L thng hiu cho mt loi sn phm, c th s dng cho nhiu sn phm khc nhau ni trong mt th loi. V d: Frito-Lay gm c Fritos corn chips, Doritos tortilla chips...
- Thng hiu & cc chng trnh marketing tho mn nhu cu cho mt nhm khch hng c th. Cc yu t thng hiu v cc chin lc marketing phi gn lin vi nhm khch hng mc tiu. - Nu thng hiu c nhn tht bi, ri ro i vi cc thng hiu khc v thng hiu cng ty s t b nh hng. - Xy dng thng hiu c nhn th kh, phc tp, v tn chi ph pht trin cc chng trnh Marketing ring bit.

2. CP BC THNG HIU
2.1

Xy dng vn thng hiu cc cp bc khc nhau

Cp thng hiu iu chnh

- L thng hiu th hin sn phm c th, kiu, phin bn c bit, cu hnh ca sn phm. V d: Land OLakes c phin bn whipped, unsalted, regular cho sn phm ca n. - Tng cng bao ph th trng. - Lm cho sn phm c nhn bit r hn v thch ng hn vi ngi tiu dng.

2. CP BC THNG HIU
2.1

Xy dng vn thng hiu cc cp bc khc nhau

Miu t sn phm Miu t sn phm gip khch hng hiu v sn phm v xc nh sn phm ca cng ty vi i th cnh tranh.

2. CP BC THNG HIU
2.2

Cc tiu ch o lng hnh nh cng ty

Thuc tnh, li ch hoc thi i vi sn phm DN + Cht lng + S ci tin Con ngi v cc mi quan h + nh hng khch hng Nhng gi tr v nhng chng trnh + Lin quan n mi trng + Trch nhim x hi

Uy tn ca doanh nghip ph thuc vo 3 nhn t: + Chuyn mn ca doanh nghip + S tin cy ca doanh nghip

THIT K CHIN LC GN THNG HIU

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3. THIT K CHIN LC GN THNG HIU

Xc nh s cp bc thng hiu s dng. Nhn thc v hnh nh thng hiu mong mun mi cp . Cch thc kt hp cc yu t thng hiu cc cp bc khc nhau cho mt sn phm c th. Mt yu t thng hiu c kt ni vi nhiu sn phm nh th no.

3. THIT K CHIN LC GN THNG HIU

Cc hng dn cho quyt nh v cp bc thng hiu

S cp bc: Nguyn l n gin (cng t cng tt)

Mc nhn thc v kiu lin tng mi cp bc: + Nguyn l tng hp (lin tng tng hp vi nhiu thng hiu c nhn) VD: Slogan ca Nike: Just Do It + Nguyn l khc bit: phn bit cc thng hiu c nhn VD: Xem xt 3 SP ca Microsoft: Media Extender; Media Connect v Windows Connect Now.

3. THIT K CHIN LC GN THNG HIU

Cc hng dn cho quyt nh v cp bc thng hiu

Kt ni thng hiu cc cp khc nhau: Nguyn l ni tri: s ni tri tng i ca cc yu t thng hiu t xa v kiu hnh nh to ra cho sn phm mi. VD: my thu pht cm tay siu nh ca motorola Razr

Kt ni mt thng hiu cho nhiu sn phm:

Nguyn l tng ng: lin kt cc mnh khi cc yu t thng hiu cng ging nhau VD: + Sonny tung ra thit b nghe nhc xch tay vi 1 hu t Man + McDonalds s dng tin t Mc gii thiu 1 s SP

S DNG MARKETING C NGHA X HI XY DNG VN THNG HIU

Company Logo

4. S DNG MARKETING C NGHA X HI XY DNG THNG HIU

4.1

Marketing c ngha x hi (Cause Marketing)

Cause Marketing: l mt hnh thc marketing lin quan n cc n lc c thc hin phi hp gia mt doanh nghip v mt t chc phi li nhun trn c s hai bn cng c li. Thut ng ny i khi cng c s dng vi ngha rng hn, bao gm c nhng chng trnh, hot ng t thin hay v cng ng khc ca doanh nghip. Bn cht: cng ty tuyn b s trch mt phn t doanh thu bn hng (1-5% doanh thu) lm cng tc x hi (good cause). Ngi tiu dng s th hin s ng tnh bng cch tch cc mua mn hng c ngh. Phn li c c l nh tng s lng hng bn ra, mc d vic bn hng khng phi l mc tiu ca cc chng trnh dng ny. Quan trng hn l s qung b uy tn v danh ting cng ty.

4. S DNG MARKETING C NGHA X HI XY DNG THNG HIU

4.1

Marketing c ngha x hi (Cause Marketing)

V d: + Cng trnh tu sa tng n thn T do c cng ty American Express (AmEx) khi xng. + Chin dch Marketing 1 triu ly sa, 3 triu ly sa, 6 triu ly sa cho tr em ngho Vit Nam ca Vinamilk vi Qu Bo Tr Tr Em Ngho Vit Nam v by gi chng trnh pht trin thnh Qu Sa Vn Cao Vit Nam vi chng trnh mang n hng triu ly sa cho tr em tt c vng min trn c nc. y l thnh cng ca mt trong nhng Cause marketing u tin Vit Nam.

4. S DNG MARKETING C NGHA X HI XY DNG THNG HIU

4.1

Marketing c ngha x hi (Cause Marketing)

Thun li Cause Marketing em li cho cng ty: Xy dng nhn thc nhn hiu Tng cng hnh nh nhn hiu Thit lp tn nhim nhn hiu Gi ln cm xc nhn hiu To ra mt nhn hiu cng ng Gi ra s cam kt nhn hiu

4. S DNG MARKETING C NGHA X HI XY DNG THNG HIU

4.2

Marketing Xanh (Green Marketing)

Cc vn lin quan n mi trng ngy cng tr thnh xu hng quan tm ca x hi. Cc cuc nghin cu ch ra rng: 83 % ngi tiu dng M chn mua nhng sn phm bo v mi trng 23% ngi tiu dng M ra quyt nh mua da trn nhng cn nhc lin quan n mi trng Cc hot ng v cng ng - Ngy Tri t c xem l 1 s bng n ca cc sn phm v chng trnh marketing mang tnh thn thin vi mi trng. Green marketing ra i, v cc doanh nghip li dng nhn thc ca khch hng khuch i nhng vn mi trng nhy cm.

4. S DNG MARKETING C NGHA X HI XY DNG THNG HIU

4.2

Marketing Xanh (Green Marketing)

V d: + Chevron: vi chin dch qung co People Do, Chevron n lc thay i nhn thc tiu cc ca ngi tiu dng v cc cng ty du ha thng qua chng trnh bo v ng vt hoang d v vng bin. + McDonalds: thay th cc ti ng bnh sandwich t polystyrene bng cc ti giy v hp giy. Kt qu ca nhng tng mi trng l gii thng danh gi EPA Waste Wise ca nm.

4. S DNG MARKETING C NGHA X HI XY DNG THNG HIU

4.2

Marketing Xanh (Green Marketing)

Kh khn:
Lm nhiu nhng vn khng c tn nhim: nhiu DN thc hin nhiu chin dch nhng nhng gi tr h mang li vn cha c cng ng tin tng. Nhn thc ca doanh nghip thng kh phc tp v khng ng nht vi quan im ca ngi tiu dng. Nhiu doanh nghip thc hin cc chng trnh marketing mt cc ngho nn, thiu k sn phm s si, cc iu kin mi trng khng ng gi, gi qu cao, cc chng trnh tip th khng ph hp.

4. S DNG MARKETING C NGHA X HI XY DNG THNG HIU

4.2

Marketing Xanh (Green Marketing)

Gii php:
Cn thc hin c cn bng gia gi v cht lng, ng thi to ra c nhng chin dch mi trng ng tin cy.

Doanh nghip cn a cc li ch c bit ca sn phm vo trong chin dch qung co ca mnh.

Hy lm xanh sn phm trc khi bt ngi khc s dng. Truyn ti cc thng ip mi trng vo sn phm, c bit l kh nng ti ch. Xy dng kch bn v cc li ch mi trng. Nhn mnh hng dn s dng v cc li ch hu hnh. Ph hp v hon ho.

Xin cm n
Nhm 7 - QTTH

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