ng dng M hnh 7P Marketing phn

tch Chin lc Beeline

M hnh "7P Marketing" do chuyn gia thng hiu khi xng t nm 2001 n
nay tng bc c gii marketing n nhn nh l mt m hnh tin tin mang
tnh k tha da trn nguyn tc 4p ca marketing mix truyn thng, m rng theo
chiu dc to ra kin trc hnh thp (the 3 level hierarchy), nc 2 l P5&P6
(people & process) v nc th 3 l P7 (Philosophy).
BEELINE & CHIN LC TIP TH TON DIN
Vi xu hng pht trin cng nh hng n tin trnh hi nhp ngy cng su rng
hn, th vic xut hin nhiu thng hiu sn phm/dch v ca nhiu doanh nghip
trong nc v quc t lm cho bu kh chung ca mt th trng mi ni nh Vit
Nam tr nn a dng, phong ph v si ng hn, t ngi tiu dng c c
nhiu s la chn ph hp ty theo s thch cng nh kh nng ti chnh ca mnh
Trong bi cnh cnh tranh ngy cng gay gt nh hin nay gia cc thng hiu sn
phm v dch v trong tt c cc lnh vc v ngnh hng nh: hng tiu dng nhanh,
hng tiu dng cng ngh, c th d dng nhn thy mt nghch l l trong khi vt gi
ca cc mt hng khc ngy cng leo thang th lnh vc vin thng ang c chiu
hng ngc li. Cc nh cung cp dch v mng di ng lin tc a ra cc chng
trnh tip th, khuyn mi kh hp dn, gim gi nhm thu ht cng nh m rng th
phn cho mnh. Nhn chung nhng tn tui ln trong lnh vc mng vin thng di
ng c c v th trn thng trng cng nh v tr nht nh trong tm tr
ngi tiu dng trong nhiu nm qua. Vy th vn t ra l hng i no, m hnh
tip th no cho ngi n sau? Hn na trong thi im m tc ng v nh hng
ca s khng hong kinh t th gii l rt ln, y l mt thch thc cho ngi mi
gia nhp! S xut hin ca Beeline l mt thng hiu mng vin thng di ng ln
hot ng mnh ti cc quc gia v vng lnh th ng u v Trung gy st
i vi th trng v cng ng trong nhng thng va qua.
Ch sau hn 1 thng gia nhp th trng, Beeline kp khuy ng th trng vin
thng v gy ch trong gii marketing, nhanh chng c c s nhn bit cao (78%
nhn bit thng hiu CBI) cng nh nhng phn hi tch cc t th trng, vi
kt qu TVC c yu thch nht ca tp ch Marketing, Thnh t, kt qu nghin
cu th trng ca CBI & FTA. iu chng t Beeline c c mt nn tng chin
lc kh vng chc, hay ni ng hn l mt m hnh marketing phc hp da trn
nhng nguyn l marketing hin i trong vic hoch nh v tm ra mt i sch
cnh tranh hiu qu v ph hp theo phong
cch ca mnh.
M hnh 7P
Ngy nay khng th ph nhn vai tr, tm
nh hng v s ng dng ca marketing
trong cc lnh vc khc nhau. C th d dng
nhn thy qua nhng thp k gn y, hu
ht cc doanh nghip thnh cng v pht trin bn vng l nhng doanh nghip nh
hng marketing (marketing oriented company). Marketing hin i thng qua m
hnh 7P vi xu hng nng cao v th ca marketing trong qun tr doanh nghip v
qun tr t chc, c th hin th no trong trng hp tung sn phm Beeline.
Sn phm & Gi c (Product & Price)
y l nhm chin lc mang tnh nn tng trong qun tr marketing m Beeline
nh hnh chin lc Sn phm, t tng cho n khi hnh thnh mt sn phm hon
chnh n tay ngi tiu dng, cng vi chnh sch Gi c hp l v c tung ra vo
ng thi im. Th trng vin thng di ng Vit Nam c tim nng ln vi dn s
hn 80 triu ngi, t l dn s tr cao, v l mt trong nhng lnh vc pht trin nht
trong nn kinh t hi nhp. Khai thc l hng ca th trng khi ngi tiu dng
vn cha c t ng v tr ca thng v tm l trung thnh cha cao,
Beeline tung ra sn phm hp dn l gi cc Big Zero vi gi tr v ch! v
tha h ni qun ngy thng!. y l thng ip thuyt phc v li ch ca sn phm
v n p ng c s mong i ca ngi tiu dng mt cch r rng, c th khng
lp lng v c hnh tng ha bng mt s Khng khng l (Big Zero).
i vi chnh sch Gi c, tt c cc cuc gi ni mng ca Beeline s ch tnh cc
pht u tin vi gi l 1.199 ng, mang tnh gi nh rt cao, v 0199 cng l u s
ca mng Beeline. Cc tin nhn ca mng ny s l 250 ng/tin nhn ni mng v
350ng/tin nhn ngoi mng v y chc chn l gi cc r nht trong khi GSM
hin nay, thm ch, mc cc gi ngoi mng ca Beeline s thp hn 20-30% so vi
cc mng GSM khc. Nh vy c th nhn thy r li th cnh tranh ca Beeline l:
(i) Nh cung cp dch v mng quc t (ii) Kinh nghim quc t trong Top 10 thng
hiu vin thng ton cu, (iii) Chin lc Sn phm, Gi c ph hp v hiu qu.
Phn phi & Qung b (Place & Promotion)
i vi chin lc Phn phi, lm th no bao ph th trng v a sn phm
n tay ngi tiu dng mt cch nhanh chng, cng nh trng by hnh nh v thng
ip sn phm,vt phm qung co, trang tr quy knhm thu ht s ch v to
thun tin cho khch hng la chn. Trn phng din ny Beeline trin khai thc
hin thnh cng, gp phn y mnh nhn bit gi cc v thng hiu. Mng
li phn phi ca Beeline c ti hn 3.000 im bn l sim v th co, bao gm
c cc knh phn phi truyn thng v cc knh phn phi mi ti th trng Vit
Nam l cc quy bn hng di ng c thit k c bit theo chun Beeline quc t.
Cc ca hng chnh thc ca Beeline s c khai trng vo nm sau ti cc thnh
ph ln. iu th v y l cc im bn hng lu ng Beeline vi thit k bt mt
c t trn cc ng ph ln, rt d dng tip cn i tng mc tiu v y cng
l nt mi l, sng to trong hot ng
marketing Vit Nam.
Qung co Beeline
Qung b hay truyn thng nhm mc ch
i thoi ra bn ngoi cho ngi tiu dng,
th trng v cng ng nhn bit v cm
nhn c thng ip ch o ca thng
hiu mt cch tt nht, nhng y cng l
hot ng tn nhiu chi ph nht! Thng hiu mng di ng Beeline th hin tnh
tch hp v ng b cao vi chin dch truyn thng to ra hiu ng tng tc tt nht
gia thng hiu v nhm khch hng mc tiu bng cch ti u ha cc im tip
xc thng hiu (Brand touch points) thng qua cc knh truyn thng nh: Qung
co TV, Qung co Bo, Quan h cng chng, Kch hot thng hiu, S kin tip
thChng trnh xy dng ph thng hiu (Brand visibility) bng cch trang tr
vt phm qung co ti cc knh bn hng, cc bin qung co ngoi tri nh
signboard, billboard cng din ra mt cch nht qun.
Con ngi & H thng (People & Process)
y l nhm chin lc th hin tinh thn c bn ca qun tr hin i l yu t
Con ngi v yu t H thng, c th v y nh l phn chm ca mt tng bng.
Con ngi hay Nhn s l yu t quan trng hng u trong vic hoch nh, thc thi
v qun l cc chin lc ca doanh nghip hng n xy dng v duy tr mi quan
h vi khch hng v cc bn hu quan.
Qui trnh h thng hay tnh chuyn nghip nhm chun ha b my hot ng cng
nh nng cao nng lc cnh tranh ca doanh nghip. Nh vy qua cc hot ng
marketing trong thi gian qua, ni cch khc nhng g thy c t phn ni ca
tng bng t nhiu chng ta c th hnh dung c s chuyn nghip ca Beeline VN.
Yu t Trit l (Philosophy)
cp chin lc ny l cp ca t tng, trit l, vn ha trong mt t chc,
bao gm cc yu t v s mnh v tm nhn ca doanh nghip. Tip th u tin l
mt trit l, mt thnh phn quan trng trong vn ha doanh nghip m mi thnh
vin phi hiu v thc hin, n nh hng trong vic tm hiu nhu cu v lm tha
mn nhu cu khch hng. Beeline th hin iu ny vi tng qung co n tng
thng qua hnh nh ca cc ch g con ng nghnh, km theo mt thng ip mang
tnh trit l th v live on the bright side, phn nh s thn thin, vui nhn, tr trung,
hin i v phng chm sng tch cc, rt gn gi vi gii tr. V l ln u tin
trong lch s phim qung co ca Vit Nam s dng ha my tnh k thut cao
ging nh cng ngh s dng trong th loi phim hnh nh ng, Beeline to ra cc
nhn vt gn nh rt tht v sng ng, cng vi thng ip chuyn ti r rng mt
cch sng to nn chim lnh v tr s 1 trong bng xp hng 10 TVC c ngi
tiu dng yu thch nht!
C th thy rng Beeline v ang xy dng, ng dng v trin khai m hnh chin
lc marketing 7P mt cch ton din v h thng, bc u to nn mt du n i
vi khch hng mc tiu cng nh s n nhn tch cc t pha th trng v cng
ng. Mong rng Beeline s tip tc m rng ph sng ngy cng rng hn, bn
cnh cng nn lin tc nng cao cht lng dch v v lun mang n nhng hot
ng tip th mi l, c o, to sc hp dn gia thng hiu Beeline v khch
hng trong thi gian sp ti v cng l ngun gc ca s pht trin bn vng v
thnh vng.
(Phn bnh lun ca chuyn gia thng hiu V Vn Quang)
Tc gi bi vit vn dng m hnh '7P Marketing' mt cch trit v chnh xc
phn tch chin lc marketing ca mt trong nhng thng hiu ni bt, c tnh v
c yu thch nht hin ti (2009) k c vic phn nhm 4P thnh 2 nhm nh
P1&P2 (Product & Price) v P3&P4 (Place&Promotion) (*)
Yu t chin lc k tip theo m hnh 7P l People & Process (P5 & P6) cng
c vn dng rt tt phn tch nc yu t qun tr trong m hnh 7P. y chnh l
2 nhm yu t bn trong cng ty v nh tc gi bi vit gi l 'phn chm ca tng
bng' . Qun tr Marketing cn hi tnh sng to (lateral thinking) v tnh nguyn
tc (logical thinking) v kt hp rt tt vai tr c nhn (P5) cng nh h thng v quy
trnh qun tr (P6).
P7 (Philosophy) l trit l doanh nghip, bao gm tm nhn, s mnh, gi tr v vn
ha doanh nghip. Nu P7 c vn dng tt s to ra mt mi trng lm vic nng
ng, sng to v nht qun trong chin lc hnh ng. P7 cn tc ng su sc n
nhng 'gc khut qun tr' v ngay c nhng quy trnh cht ch nht cng khng pht
huy tc dng