Marketing cn bn 1

CHNG VI: CHIU TH

4
Cc hnh thc xc tin
Chin lc y Chin lc ko
22/10/2013
CC CNG C CHIU TH
Qung co
Quan h cng chng
Marketing trc tip
Xc tin bn hng
Cc cng
c chiu th
QUNG CO
Qung co bao gm tt c cc hot ng c mc
ch trnh by vi mt nhm ngi v mt thng
ip gii thiu sn phm, dch v hay kin.
l bn qung co c
ph bin qua mt hay
nhiu phng tin
truyn tin v do doanh
nghip qung co tr
chi ph
Marketing cn bn 2
7
Sng to trong qung co Sng to trong qung co
Tnh chn tht ca qung co
Qung co khng m h, che du s tht
Dng li vn trau chut lm ngi tiu dng hiu
sai ni dung
Ni dung phi minh bch
Marketing cn bn 3
Quy trnh Qung co _ 5M
Measurement (nh gi)
Media (phng tin)
Message (thng ip)
Money (Chi ph)
Mission (Mc tiu)
Xc nh mc tiu qung co
Thng tin






Nhc nh










Thuyt phc
TT
mc tiu
Quyt nh ngn sch qung co
Phng php ty kh nng

Tnh theo phn trm ca doanh s

Cn bng cnh tranh

Mc tiu v cng vic ca doanh nghip

Phng php tng t ln trc

Quyt nh ni dung thng ip
Hnh thnh thng ip

nh gi v la chn thng ip

Thc hin thng ip




M hnh AIDA
Attention : Li cun s ch

Interest : To s thch th, quan tm

Desire: To s ham mun v sn phm, dch v

Action : Hng dn chp nhn sn phm, dch v


Quyt nh v phng tin qung co





Phn tch u im v hn ch ca tng phng tin
qung co

Xem xt mt s bin s quan trng lm cn c chn
la
+ Thi quen s dng phng tin truyn thng
ca cng chng mc tiu
+ c tnh ca sn phm
+ Ni dung ca thng ip (di, ngn, c s liu
hay khng)
+ Chi ph phi chi ra v ngn sch qung co

Marketing cn bn 4
PHNG TIN QUNG CO
-TV
- Radio
-Bo
- Tp ch
-QC ngoi tri
- Ptin di ng
-Phim QC

BO
Hnh
thc
- Qung co y
- Rao vt
- Qung co nh km
u
im
- S lng ngi c rng
- Chi ph thp, d thc hin
- c ng ti v thay i nhanh chng

Nhc
im
- Kh chn i tng c gi
- Hn ch v m thanh v hnh nh
- Kh chn v tr gy s ch
- D b cnh tranh

Text in here
Nhc im
u im
Hnh thc
- Tp ch dnh cho ngi tiu dng
- Tp ch cho c quan, x nghip
- S lng ngi c rng
- Chi ph thp, d thc hin
- Khai thc ch, hnh v mu sc
- Ni dung c duy tr lu
- c ng ti v thay i nhanh chng
- Ch s tip cn & tn sut gii hn
- Thi gian chun b v ng k di
- Thiu cc yu t v m thanh v chuyn ng

TP CH TV
- Bo tr
- T gii thiu
- Mua spot

Hnh
thc
- Thi gian truyn hnh
ngn
- Chi ph cao
- Kh khn khi truyn
thng tin phc tp, c
nhiu chi tit

Nhc
im
- S ngi thu nhn
ng
- Kt hp m thanh,
hnh nh, mu sc, tiu
xo
- To cm gic gy s
ch

u
im
U IM
- Chi ph rt thp
-Lan truyn nhanh,
la chn c th
trng, khng b
gii hn v khng
gian
- S dng c m
thanh
RADIO
NHC IM
-Hn ch hnh nh sng
ng
-Thi gian ngn, thng t
n gin, thng tin sm b
dit vong
-D chn: lu thi im
a tin, s ln lp li, thi
gian ca 1 ln QC khng
nn qu di (2p)

QUNG CO NGOI TRI
Hnh thc
p phch, pano
Bng qung co ngoi tri
Bng in
Mn hnh LCD
M hnh sn phm (3 chiu)
u im
Ch s tip cn v tn sut
Tnh nng ng cao
Nhc
im
nh hng i vi khn gi
Kh xc nh kt qu
Ni dung thng ip truyn t rt hn ch
S nhm chn i vi ngi xem
S ch trch ca cng lun
Marketing cn bn 5
PHNG TIN DI NG
Hnh thc u im Nhc im
- p phch bn
trong
- p phch bn
ngoi
- p phch ti
bn bi
- Bng qung co
di ng

- Hiu qu v chi
ph
- Tn sut cao
- Ph c khu
vc ln
- Thi gian xut
hin di

- Tnh chn lc khn
gi hn ch
- Kh nng p dng
sng to thp
- Ch s tip cn gii
hn
- S lnh hi thp t
pha ngi xem

PHIM QUNG CO

M

- Quan trng i
vi nhng sp
c bit cn QC
di, chi tit.
- S dng hi
ch, gii thiu
doanh nghip,
sp xut khu, sp
cng knh.
N
H

M

- Chun b v t
chc phc tp
- Tn km chi
ph v cng sc
- S ngi nhn
khng ln
NH GI HIU QU QUNG CO
Hiu qu thng tin ca thng ip


Hiu qu doanh s bn, th phn v li nhun





XC TIN BN HNG KHUYN MI
Xc tin bn hng _ khuyn mi bao gm rt
nhiu cng c c ng nhm kch thch th
trng phn ng nhanh v mnh hn i vi
sn phm v dch v ca Cng ty
(1) Quyt nh mc tiu khuyn mi
Mc tiu khuyn mi rt ra t mc tiu
marketing c bn i vi mi sn phm. Nhng
mc tiu ring ca khuyn mi s thay i ty
theo loi th trng.
Vi ngi tiu dng: mc tiu l thc y h
tiu dng mua nhiu hn, khuyn khch dng
th, thu ht khch hng mi,

Vi cc trung gian marketing: dn d h bn
nhng mt hng mi, tn kho nhiu hn, c
gng tm kim nhng khch tiu th mi, kch
thch bn hng trong ma vng khch,
(2) Nhng cng c khuyn mi
i vi ngi tiu dng

Cng c khuyn khch mu dch

Cng c khuyn khch kinh doanh
Marketing cn bn 6
i vi ngi tiu dng
Mu hng
Phiu mua hng c gi u i
Hon tr tin mt, bt tin sau khi mua hng
Bao gi chung sn phm c gi r, bn km
Tng thng hng ha, vt phm km theo
X s trng thng
Phn thng cho KH thng xuyn
Dng th min ph
Lin kt khuyn mi v khuyn mi cho
Trng by v trnh din ti a im mua

(2) Nhng cng c khuyn mi
Cng c khuyn khch mu dch

Chit khu

Cung cp phng tin qung co

Thm sn phm dch v, phn thng

X s, tng thng qu

Hi ngh khch hng



(2) Nhng cng c khuyn mi
Cng c khuyn khch kinh doanh
Trin lm thng mi v hi tho
Thi bn hng
Qung co bng qu tng
Tng thng
Hi ngh, hp bn hng
H tr bn hng
Hun luyn bn hng, chuyn mn


(2) Nhng cng c khuyn mi
MARKETING TRC TIP
Marketing trc tip l h thng tng tc ca
marketing c s dng 1 hay nhiu phng tin
truyn thng tc ng n khch hng nhm
thu c phn ng p li c th o lng c
(n t hng) hay vic giao dch ti bt k a
im no

+ Tip cn ng i tng to s quan tm
thuyt phc, khng lng ph thi gian.
+ Kch thch tiu th, khuyn khch mua hng
+ Bn hng trc tip, nm bt thng tin, thi
ngi tiu dng.
Quy trnh marketing trc tip

(1) Tm kim v xc nh khch hng mc
tiu
(2) Chun b nhn s, phng tin, k
hoch tin hnh
(3) Tip cn khch hng
Thng tin: gii thiu ni dung cho hng
Bn hng v dch v h tr: t vn, hng
dn s dng
Thu hi kin ca khch hng
YU CU C BN CA
MARKETING TRC TIP
Nhn vin bn hng cn c tp hun v:
c tnh sn phm
Li ch c bn ca sn phm
Cch s dng, vn hnh sn phm

Nvin cho hng phi tp dt k nng cho hng
Cch giao tip to thin cm t u
Cch t vn
Cch tr li, gii quyt, x l tnh hung
Marketing cn bn 7
QUAN H CNG CHNG
To ra s hiu bit ca khch hng n sn
phm v Cng ty
To dng s tn nhim
Kch thch lc lng bn hng v i l
Gim bt chi ph cho hng khuyn mi
38
QUAN H CNG CHUNG
( public relation P.R)

Cc mi quan h:
Quan h
ngnh
Nha
Phn phi
Nha
cung cp
Khch
hng
i thu
cnh tranh
Gii ti
chnh
Gii cng
chng
Gii truyn
thng
Hot ng
xa hi
DN
CNG C PR
Xut bn tc phm, t liu truyn thng
T chc s kin
Tin tc mang tnh cht tuyn truyn
Hot ng cng ch
Phng tin nhn dng thu ht s ch
Qun l khng hong
Quan h vi bo ch
Quan h PR i ni

HEINEKEN lm marketing qua phim nh
Thng 10 ny, cho n s tr li ca chng
ip vin 007 huyn thoi J ames Bond, thng
hiu bia cao cp quc t s 1 th gii Heineken
s gii thiu ra th trng Vit Nam 3 mu sn
phm heineken SKYFALL 007 phin bn c bit:
chai Heineken J ames Bond bc mng co 33cl
c o, chai Heineken J ames Bond STR 33cl
sang trng v chai Heineken J ames Bond 1L
y n tng.

HEINEKEN lm marketing qua phim
nh
Thng 10 ny, cho n s tr li ca
chng ip vin 007 huyn thoi James
Bond, thng hiu bia cao cp quc t s 1
th gii Heineken s gii thiu ra th trng
Vit Nam 3 mu sn phm heineken
SKYFALL 007 phin bn c bit: chai
Heineken James Bond bc mng co
33cl c o, chai Heineken James
Bond STR 33cl sang trng v chai
Heineken James Bond 1L y n
tng.


1. Bn c th nhn thy c mt o s mi Heineken Rugby n
trong logo? y l qung co bia chnh thc ca Singapore
Rugby Sevens

1. Bn c th nhn thy c mt o s mi Heineken
Rugby n trong logo? y l qung co bia chnh
thc ca Singapore Rugby Sevens
Top 10 qung co sng to ca bia Heineken
t khp ni trn th gii
(nguon: www.uongcotrachnhiem.com.vn)
4. u trng La M c lm vi 1500 chai Heineken 4. u trng La M c lm vi 1500 chai Heineken 4. u trng La M c lm vi 1500 chai Heineken 4. u trng La M c lm vi 1500 chai Heineken 4. u trng La M c lm vi 1500 chai Heineken 4. u trng La M c lm vi 1500 chai Heineken
Marketing cn bn 8
6. Cy ging sinh khng l Heineken c t trong
trung tm mua sm Nanjing Thng Hi, n c lm
vi 1000 chai bia Heineken.

6. Cy ging sinh khng l Heineken c t
trong trung tm mua sm Nanjing Thng
Hi, n c lm vi 1000 chai bia Heineken.

2. Th gin cng bia
Heineken
3. Qung co bia Heineken cc lnh.
9. Bn tay khng l hin ra bt ly chai bia Heineken -
Billboard Amsterdam.
7. Mu qung co tuyn truyn vic ung c trch
nhim ca Heineken.
Marketing cn bn 9
8. Ging vi qung co nhng hp bnh pizza Heineken,
ln ny c lm t chng a CD nhm qung b bia
Heineken.
5. Qung co rt c o ca Heineken khi s dng
nhng hp bnh pizza.