CUSTOMER INSIGHT (S THT NGM HIU)

Khi nim s tht ngm hiu

L s tht nm su trong tm tr ngi tiu dng nhng cha c ni ra r rng VD: 70% c th bn l nc Hiu v s tht ngm hiu tc l c c nhng cch nhn mi m v su sc v nhu cu ngi tiu dng. Mi nhn hiu c ci nhn khc nhau v ngi tiu dng th hin qua s tht ngm hiu ->Tin cho s khc bit

Lin h gia phn khc nhu cu v s tht ngm hiu

Phn khc nhu cu

Nhm phn khc mc tiu

Tm s tht ngm hiu

Tm quan trng
S tht ngm hiu gip khm ph nhng nhu cu mi ca ngi tiu dng V/d: X bng thng c xt gy kh da>Dove cha hm lng kem dng da S tht ngm hiu gip to mt cch nhn mi v mt nhu cu c t to ra cc li th cnh tranh mi V/d: 70% c th l nc->ung Aquafina l gn gi phn tinh khit nht ca c th

S tht ngm hiu 1

Si gn special
S tht ngm hiu: 1 lp ngi ang thnh t, h bit qu kh kh khn ca mnh v t ho v nhng g mnh t c Sn phm: bia SG special cht men thnh cng c th bn khng cao nhng ai cng phi ngc nhn

S tht ngm hiu 2

Tiger
S tht ngm hiu: n ng ung bia th hin s mnh m v c tnh ca mnh

Sn phm: bia Tiger bn lnh n ng ngy nay

S tht ngm hiu 3

Heineken
S tht ngm hiu: Nhng ngi t tin thnh t lun th hin c tnh c o ca mnh

Sn phm Ch c th l Heineken mi cho bn c cm gic

S tht ngm hiu 4

Pepsi
S tht ngm hiu: gii tr lun khao kht tm ti v vn ti ci mi Sn phm: Pepsi khao kht hn

S tht ngm hiu 5

Coke
S tht ngm hiu: Tt l dp mi ngi t hp v chc tng s may mn

Sn phm: Coke c mu v mang li s may mn u xun

S tht ngm hiu 6

Nokia
S tht ngm hiu: thi i thng tin con ngi cn phi di chuyn, lm vic v lin lc lin tc

Nokia: Chng ti lm tt c nhng g c th c lin kt mi ngi

S tht ngm hiu 7

Samsung

S tht ngm hiu: in thoi i ng cn l thi trang v trang sc Samsung: Thi trang v cuc sng

S tht ngm hiu 8

Mobi card
S tht ngm hiu: dng dch v tr sau phi ng k, tr thu bao v khng thch hp i ngui t gi

Sn phm: Mobi card tr trc, khng ng k, khng thu bao

S tht ngm hiu 9

Orange
Mi ngi cn ni chuyn in thoi nhiu hiu nhau nhiu hn Sn phm: Mng in thoi Orange

S tht ngm hiu 10

Prudential
S tht ngm hiu: mua bo him khng phi kim li m tch lu cho con, cho tui gi, phng bnh him ngho

Prudential: lun lun lng nghe, lun lun thu hiu.

S tht ngm hiu 11

Wrangler
S tht ngm hiu: 1 lp tr y c tnh, ni lon, lun mun khng nh mnh. Trang phc ni ln tnh cch ca h Wragler Jean Wash

Th no l mt s tht ngm hiu tim nng

Mi m Gi tr lu di

Thch hp vi i tng mc tiu

Th v Thc tin

ng dng s tht ngm hiu

p dng s tht ngm hiu to li th cnh tranh

To tin cho sng to sn phm nhm vo phn khc mi S tht ngm hiu: x bng thng lm kh da Sng to sn phm: Dove khng cha xt do khng lm kh da, ngoi ra cn c hm lng kem dng da gip da mn mng Nhm vo phn khc chm sc da nh nhng (mild)

p dng s tht ngm hiu to li th cnh tranh

Cch tip n mi di vi mt sn phm c, phn khc c S tht ngm hiu: Chic xe ti i th hin tnh cch ca ti Sng to sn phm:Suzuki Viva l snh iu, sn phm nh c ch i tem v 1 s ph tng

p dng s tht ngm hiu to li th cnh tranh

To tng qung co mi cho 1 sn phm c S tht ngm hiu: Ph n m ang lun bit chi tiu cho tit kim v hiu qu tng qung co: Viso m ang, bn mua Viso khng phi v r m bn l ngi m ang bit chi tiu hiu qu

p dng s tht ngm hiu to li th cnh tranh

To tng cho PR/kch hot sn phm S tht ngm hiu: t o trng l ngi bn thn thit ca n sinh bt k giu ngho tng PR kch hot: Cng OMO to sng sn trng. Hy gip cc n sinh ngho ng phc n trng bng cch gom o di c cho OMO git trng sch nh mi ri gi n cc bn kh khn

Phng php tm s tht ngm hiu

Bc 1: Xc nh mc tiu
Xc nh mc ch ca vic tm s tht ngm hiu, c th l:
Nhm vo 1 phn khc tim nng mi Tm cch nhn mi v 1 sn phm c Tm tng qung co mi Tm tng khuyn mi, kch hot mi Tm nh v

i tng khch hng mc tiu Hnh thnh nhm lm vic (tip th, k thut, bn hng, ti chnh)

Bc 2: Khm ph
Dng kinh nghim, kin thc v kt qu nghin cu th trng bit lit k cc ng c, hnh vi, thi quen, nhu cu ngi tiu dng Phn ny nhn mnh v ch r nhng g bit Vd: Quan st i tng tui 30-40 mi pht ln thng thy h ung bia sau gi lm, ung bia bn cng vic

Bc 2: Khm ph
Tip xc, ni chuyn v phng vn ngi dng (hoc lng nghe ngi tiu dng) kim chng hoc khm ph iu mi Phn ny thng b sung nhng ci bit hoc nhng iu gy ngc nhin t ngi tiu dng.Vd: Nhng ngi nu trn (30-40 tui, thnh t) thng ung bia SG v quen v v ung quen. H khng thch ung Heineken v nht v c v Ty qu -> S tht ngm hiu: Ung bia SG khng sang nhng quen ri

Hng dn phng vn
Lm quen Hy k cho ti v gia nh, bn b, cng vic Bn lm g lc rnh? Gii tr? Hy k v 1 ngy lm vic ca bn Hy k 1 cht v qu kh, hin ti v tng lai. Bn thy cc giai on khc nhau nh th no? Bn hnh dung mnh ra sao trong 4, 5 nm na? Hi v sn phm mun tm insight(V/d nc ung) K v thc ung bn ang dng? Bn ung lo g, lc no? Thch loi no nht? Nhn no nht? Khng thch loi no nht, ti sao? M t tm trng ca bn khi ung cc loi nc khc nhau(2, 3 loi chnh).

Hng dn phng vn
Nhn su theo chiu tch cc Hy k li cho ti mt trng hp bn cm thy tho mn nht khi ung 1 loi thc ung Nhn hiu thc ung l g? Lc bn u? Ngay trc lc bn lm g? Lc sp ung bn ngh g, ni g? Ti sao li dn n ung loi nc ? Ai khi mo (thu thp cng nhiu d liu cng tt) Sut qu trnh ung bn ngh g, ti sao? Cm gic ca bn lc ang ung (thu thp tt c cc biu hin cm xc) Ngay sau khi ung xong bn lm g? K t ln bn hnh ng th no?

Hng dn phng vn
Nhn su theo chiu tiu cc K cho ti nghe 1 trng hp bn cm thy bc mnh/kh chu nht khi ung 1 loi thc ung Nhn hiu thc ung l g? Lc bn u? Ngay trc lc bn lm g? Lc sp ung bn ngh g, ni g? Ti sao li dn n ung loi nc ? Ai khi mo (thu thp cng nhiu d liu cng tt) Sut qu trnh ung bn ngh g, ti sao? Cm gic ca bn lc ang ung (thu thp tt c cc biu hin cm xc) Ngay sau khi ung xong bn lm g? K t ln bn hnh ng th no?

Bc 3: Tng hp
T kt qu quan st c nhn ton b nhm s tho lun. Mi ngi lit k tt c cc s tht ngm hiu m mnh c c t bc 2 Nhm v gp chung s tht ngm hiu c nhng chung Vit nhng s tht ngm hiu ln tp hp t nhng s tht ngm hiu nh

V d: Bia si gn special
1. S tht ngm hiu s s Ti ung bia SG quen v ri Ti khng cn ung Heineken cho sang Mnh t bit mnh l ai, ung g quen th ung thi 2.S tht ngm hiu ln Mt lp ngi mi pht ln nhng vn khng qun xut x, h vn thch nhng hng v quen thuc tuy n khng sang 3. tng mi: C th bn khng cao nhng ngi khc cng phi ngc nhn Bia SG Special mi cht men ca thnh cng

Nhng lu khi tng hp

Chia s suy ngh v ci m vi tng mi Khng phn i s khc bit Suy ngh ct lc tm ra chn l Lin kt v tng hp cc quan st

Bc 4: Kim chng
Kim tra s tht ngm hiu i vi i tng mc tiu

Thng thng c test cng vi tng sn phm mi

Thi quen tt thu hiu ngi tiu dng

Quan st ngi tiu dng lc i mua hng Thng xuyn thm ving ngi tiu dng Thng xuyn i th trng, tip xc nh bn l Nghe chng trnh radio ca nhm khch hng mc tiu Thng xuyn s dng hng ca mnh v i th cnh tranh Xem qung co c cc loi bo, tp ch khc nhau