V HNG PHNG 8/18/2013

Marketing cn bn 1
CHNG III: CHIN LC SN PHM
Khi nim sn phm
Ci tin v pht trin sn phm mi
Qui trnh tung sn phm mi ra th trng
Chu k sng sn phm
Ni dung chin lc sn phm
Nhn hiu thng hiu sn phm
Vn bao b sn phm

1 8/18/2013
Khi nim

Sn phm : l bt k th g m ci
c th a ra th trng thu ht s
quan tm, mua, s dng hoc tiu
dng v n c th tho mn mt
mun hay nhu cu.
Sn phm bao gm cc b phn hu
hnh, dch v, a im, t chc v
tng.



2 8/18/2013
CC THUC TNH PH BIN CA SP
Sn
phm
Cng
dng
An
ton
Bo
hnh
Cht
liu
Phc
v
Phm
cht
S la
chn
Kiu
mu
3 8/18/2013
4 CP SN PHM
Nhng
li ch
c
im
Kiu
dng
Cht
lng
Tn
hiu
Bao
b
Giao
hng
& s
tn
nhim
Bo hnh
Dch
v
sau
bn
hng
Ph tng
km theo
SP ct li
Phn SP c
th
Phn SP
tim nng
Phn ph thm
ca SP
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Marketing cn bn 2
SN PHM MI
SP mi nguyn mu

i mi tht s khng
c SP thay th
Hon ton khc vi SP
hin c nhng c cng
cng dng
SP mi ci tin

Khc ng k so vi
SP hin c
Ci tin hon ho hn,
c nhiu tnh nng, cng
dng hn
SP mi m phng

Ch mi i vi nh SX nhng
khng mi i vi th trng
SP mi
Sp
mi
5 8/18/2013
San phm mi m phong

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S CI TIN PHT TRIN SP MI
V sao cn ci tin sn phm?
Chu k i sng SP khng i mi l t st
Tc ng khch quan: tin b k thut, th hiu, cnh
tranh
Gia tng s la chn ca ngi tiu dng
Tit kim tng i ngun ti nguyn qu him

7 8/18/2013
TIN TRNH PHT TRIN SN PHM MI
Thu thp tng v SP
Sng lc, nh gi tng
Phn tch hiu qua kinh doanh
Pht trin san phm
Kim tra, trc nghim TT
Thng mi ha san phm
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V HNG PHNG 8/18/2013
Marketing cn bn 3
Chin lc i dng xanh
Khong trng th trng mi
S hnh thnh lin tc ca nhng i dng xanh
Tc ng ca vic hnh thnh nhng i dng xanh
Ngy cng c nhu cu to ra nhng i dng xanh
T Cng ty v Ngnh n Hnh ng chin lc
i mi gi tr: Nn tng ca chin lc i dng xanh
Hnh thnh v thc hin chin lc i dng xanh

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Loa tranh AA
8/18/2013 10
Ngun: Ngh nhn Nguyn Hng Sn (Sn Loa)
QUI TRNH TUNG SN PHM MI
Quyt nh thi im v qung thi gian tung sn
phm
Quyt nh phi hp mt hng khc c lin h b
sung
Khu vc, a im v phn khc th trng
tung sn phm hiu qu nht
Quyt nh chn knh phn phi
Quyt nh s lng hng bn ra (ha vn, to n
tng khan him)
Chn phng thc phn phi v lc lng bn
hng
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BIN PHP H TR TUNG SP
Qung co, thng tin v sn phm mi
To iu kin khch hng dng th
sn phm
Bin php kch thch khch hng quyt
nh mua sn phm

8/18/2013
V HNG PHNG 8/18/2013
Marketing cn bn 4
18 August 2013 13
Sn xut
sn
phm g?
Sn xut nh th
no?
VAI TRO CUA CHIN LC SN PHM
CHU K I SNG SN PHM






Doanh thu
Li nhun
Doanh thu
Li nhun
Pht trin SP
Gii thiu
Pht trin
Trng thnh
Suy thoi
14 8/18/2013
MT S CHU K C BIT
1. Dng tng trng i mi 2. Dng chu k ti chu k
3. Mode thi trang 4. Mode nht thi
15 8/18/2013
Tuyn san phm v h san phm


Tuyn sp (product line) l mt nhm nhiu dng sp, c
mc ch s dng c bn ging nhau v c c im
vt cht ging nhau ng k.
V d: tuyn sp qun o may sn, du gi u.

Pha trn sp (product mix) l mt tp hp nhiu tuyn
sp c thng mi ho ca 1 nh sx hoc cung cp
cho mt knh phn phi no . Cc DN c th pha
trn, phi hp nhiu tuyn sp theo chiu rng hay
chiu su

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Marketing cn bn 5
UNILEVER
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CC CHIN LC C TH
Chin lc
chng loi SP
1
M rng chng loi
Hn ch chng loi
Bin i chng loi
nh v sn phm
2
Thm cng dng mi
Nng cao hiu sut,
cng sut
Khai thc cc thuc
tnh khc ca SP
tha mn khch hng
Nng cao cht lng
Chin lc
hon thin SP
3
Pht trin thm SP mi
cho th trng hin ti
i mi theo dng
thng mi i ln v i
xung
To ra SP phn bit

Chin lc
i mi
chng loi
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Marketing cn bn 6
NHN HIU
nh ngha
Nhn hiu l tn, ngn ng, hnh nh hoc kiu mu
c bit gip phn bit gia cc sp vi nhau, phn bit
sp ca i th.
3 cp ca nhn hiu
- Brand name
- Brand mark
- Trade mark

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Phn bit nhn hiu v thng hiu
Nhn hiu l nhng du hiu dng
nhn bit v phn bit mt sn phm
c ng k bo h v by bn trn th
trng vi nhng sn phm khc.
Thng hiu l nhng du hiu c trng
ca mt cng ty m ngi tiu dng c
th nhn bit v phn bit c gia cng
ty vi nhng cng ty khc trn th
trng.
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V HNG PHNG 8/18/2013
Marketing cn bn 7
Phn bit nhn hiu v thng hiu
Nhn hiu = phn xc ca sn phm
Thng hiu = phn hn (trng thi cn
t c trong tng lai di hn: tm
nhn; vai tr v nhim v vi khch hng,
c ng, cng ng: s mnh)
25 8/18/2013
Tm quan trng ca vic dn nhn

- i vi KH: gip phn bit la chn, tm hng ho
c cht lng tt hn, tin tng vo cht lng, yn
tm v t ho khi sd sp

- i vi ngi bn: kim sot thi trng, xc nh c
cu hng ho kinh doanh mua bn, d thu ht KH
mi, phn phi sp d dng hn

- i vi nh sx: tng danh ting, uy tn, thu ht vn
u t, thu ht nhn ti, khuych trng nhn hiu d
dng, gip chng li hng ho km cht lng trn
thi trng
26 8/18/2013
MT S L DO KHNG DN NHN
Sp a phng, quy m nh, nh sx ko m ng
trch nhim ng k c quyn v duy tr cht lng
sp di hn
Sp rt kh lm khc i v kiu dng phn bit vi
sp ca dn khc trn TT
Mt s nng sn, rau c, qu kh dn nhn
Trng hp sp loi 2, hng km cht lng cng s
khng dn nhn hng ho.
27 8/18/2013
CN C LA CHN TN NHN HIU
c tnh, li ch, cng dng, tnh nng hng
ch yu ca sp
Thuc tnh ni bt ca sp, m thanh c trng
ca sp
Theo trng phi n gin, d c, d nh, d
pht m
Nhn hiu c tnh c bit, khc l, n tng,
hi hc, d dm
Nhn hiu c ni dung vn ho, thm m, s
thng tin, thnh t
Nhn hiu phi hp php, c kh nng c
ng k v bo v ca php lut.
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V HNG PHNG 8/18/2013
Marketing cn bn 8
QUY TRNH T TN NHN HIU SN PHM
Thu thp cc tn nhn hiu ngh t
kin chuyn gia bn trong hay ngoi cng
ty
Chn lc s b cc tn ngh thch hp
Thm d kin cc thnh vin ni b bn
trong dn
Nghin cu, th nghim phn ng ca KH
mc tiu
Cn nhc la chn i n quyt nh
cui cng
Lm th tc ng k bo h tn nhn hiu
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Mc ca sn phm (Labeling)
Tn nhn hiu, du hiu c gn trc tip
ln sn phm hoc bao gi sn phm
Phn loi:
Mc nhn hiu: phn bit bng tn gi, du
hiu
Mc mc : cho bit cp v kch c, cht
lng ca SP
Mc m t: thng tin v cng dng, thnh phn
cu to ca SP
8/18/2013
BAO B
Cha ng SP
Chuyn ch v tn tr
Dn nhn
LI CH CA BAO B
Cng c cho vic nh v SP
Li th cnh tranh
S dng nguyn liu khng
gy nhim mi trng

31 8/18/2013
CC CHIN LC BAO B SP
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Marketing cn bn 9
Chin lc ng gi tuyn sn phm
- Th hin tnh c quyn, phn bit vi i th
- Th hin cht lng ng nht

33 8/18/2013
Chin lc s dng li bao b
Tit kim chi ph cho ngi tiu dng
Ap dng i vi bao b lm bng cht liu bn
p, c tui th di
Lu kim tra cht lng, quy cch bao b
khi s dng li

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35
Chin lc bao b s ln
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Thit k bao b
36
Mu sc ph hp vi ni dung
bn trong, i tng khch hng
Thn thin vi mi trng
Thit k n tng
M vch ng qui cch
m bo k thut
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Marketing cn bn 10
37 8/18/2013