LANTABRAND

12/2006

XY DNG THNG HIU

TRONG TH TRNG B2B

LANTABRAND
Tel: (08) 9 409 781
Fax: (08) 9 409 780
info@lantabrand.com
www.lantabrand.com

LANTABRAND

Xy dng thng hiu trong th trng B2B

c th tn ti trong mi trng cnh tranh cao, cc
cng ty B2B phi tn nhiu thi gian v chi ph cho
qu trnh R&D. Cc nh cung cp tp trung ci tin sn
phm, to ra cc dch v cng thm cho sn phm
sn phm ca h tr nn tt hn, hiu qu hn v
ng tin cy hn so vi i th nhm mang n cho
khch hng s tha mn v hi lng nht.
Bng cch no m cc cng ty B2B to ra s khc bit v
th hin s khc bit trong 1 thi gian di i vi khch
hng? Branding (xy dng thng hiu) s gip cc doanh
nghip thc hin tt iu .
To du n ring
Th gii truyn thng tip th ca B2B l mt th gii khng c s n iu, l s cnh tranh ca
cc s tin dng v li th ca cc sn phm khc nhau. Theo mt ngha khc, y l mt th
gii ca s n o, ln xn khng theo mt trnh t no c. Xy dng thng hiu khng ch cho
php cc nh sn xut phn bit c cc sn phm ca h so vi cc i th cnh tranh m
cn l mt cng c chin lc gip cho cc nh cung cp vt qua c s hn n, to ra s
tng tc vi khch hng cc cp khc nhau. Mt thng hiu mnh s tr thnh la chn
ti u ca khch hng khi h quan tm n sn phm .
Cc cng ty phi th hin c gi tr ca mnh trc khch hng, mang n cho khch hng
ng cc gi tr m h mong mun. Mt thng hiu mnh cng chin lc nh v hp l s tc
ng n quyt nh mua ca khch hng mt cch hiu qu trong hin ti cng nh trong tng
lai.
Cc yu t tc ng n vic xy dng thng hiu ca cc doanh nghip B2B.
Branding to ra gi tr kinh t cho chnh cc doanh nghip B2B. Theo bo co vo nm
2005 ca Interbrand/BusinessWeek - chng trnh nghin cu xc nh gi tr cho cc thng
hiu B2B - IBM, GE v Intel l 3 thng hiu c gi tr kinh t cao nht trong cc doanh nghip
B2B. Gi tr ca cc thng hiu trn chim t l rt ln trong tng ti sn ca doanh nghip: gi
tr thng hiu ca IBM vo nm 2005 l 53.4 t USD, IBM l 45 t USD, Intel 35.6 t USD.
Chnh thng hiu ch khng phi sn phm to nn gi tr kinh t v s khc bit so vi i
th cnh tranh.
Chn cng ngh sn xut trong B2B. ng hnh vi s pht trin ca cng ngh thng tin v
Internet l s pht trin khng ngng ca cc chng loi sn phm. V vy khch hng cm thy
kh khn trong vic la chn cho mnh mt sn phm ph hp. Cng vic xy dng thng hiu
ca cc nh cung cp l iu hin nhin trong qu trnh mua hng ca khch hng.
Khi to ra mt sn phm, cc nh marketing thng khng tm hiu ht nhng nhu cu ca
khch hng (l tnh v tnh cm i vi 1 sn phm), h thng ch tin hnh to ra sn phm
da trn nhng nghin cu v l tnh. Hn ch iu ny, Mohanbir Sawhney - gio s khoa qun
tr trng Northwesterns Kellogg - cho rng c 3 vn chng ta cn phi quan tm khi sn xut
ra 1 sn phm:
Functional (sn phm ny lm g)
Economic (sn phm c ngha i vi khch hng v thi gian v chi ph).
Emotional (khch hng cm nhn v sn phm th no)

LANTABRAND

Nu mt sn phm kt hp c 3 yu t trn s to ra c mt li th cnh tranh cho mnh v

lng trung thnh ca khch hng vi sn phm .
S ng nht trong vic xy dng thng hiu. to nn s thnh cng cho cc giao dch
trong B2B cn phi c s tham gia ca rt nhiu bn, rt nhiu yu t v cc loi chi ph khc
nhau. V vy khi mun xy dng mt thng hiu mnh, cn c s tham gia khng ch ca bn
thn cng ty, nhn vin ca cng ty m bt buc phi c s tham gia ca c khch hng, nhng
kinh nghim cng nh nhng nhn xt ca khch hng s gip cho k hoch c thc hin tt
hn.
Cc nhn hiu B2B mnh c xy dng t trong ra ngoi, t trn xung di v t khi
bt u n khi kt thc. Vic nh hng cho ton th cc thnh vin trong t chc, t cc
vn phng i din n cc nhn vin trong x nghip v chin lc xy dng thng hiu l
mt vic lm thit yu mang li gi tr thng hiu v lng trung thnh ca khch hng, c
bit l trong th gii B2B.
Khng phi tt c cc th trng B2B u nm bt v lm theo c khi nim ny nn mt c
hi rt ln ang ch i cc nh tip th trong vic a ra nhng chin lc nhn hiu B2B.
Bn c bit?
Nhng nhn hiu
nh c th to ra
nh hng ln
c thnh lp vo
nm 1891 v ta lc
Fort Worth, Texas,
Acme Brick l mt
nh my sn xut
gch c tn tui trong
ngnh xy dng.
Acme Brick dng
phn ln s tin dnh
cho truyn thng tip
th ca mnh xy
dng thng hiu
thng qua cc hot ng ti tr cho cc l hi, cc i th thao, PR, lm t thin v qung co
ngoi tri.
Nm 1995, h a ra mt chng trnh to bo l bo hnh sn phm 100 nm (tiu chun cng
nghip l 3-5 nm) to s khc bit cho Acme. Cc n lc xy dng nhn hiu ca h c
hiu lc. Acme l mt nhn hiu c nh hng ln i vi c cc nh xy dng ln nhng khch
hng trc tip. Cuc kho st nm 1998 cho thy Acme t c 84% s a thch v nhn
hiu trong khi khng c nh cung cp khc no t trn 10% ti th trng a phng ca h.
Tht th, Acme c tnh rng:
- Mi dollar gi tr ca vin gch bn ra th c 10 cent l gi tr thng hiu ca h.
- Khong 20 triu dollar trong tng s 200 triu dollar thu c t vic bn gch mi nm li tr
thnh vn u t cho vic xy dng nhn hiu hng nm ca Acme.
Nu gch c th to c s khc bit mt cch thnh cng th hu ht mi th u c th to
ra gi tr thng hiu.

LANTABRAND
Cc thng hiu cng ngh k thut cao c kh nng to ra li nhun cao thng qua vic
xy dng thng hiu T nm 1984, nh t vn k thut Techtel o lng mi quan h
gia vic xy dng thng hiu ca cc doanh nghip c phn cng ngh k thut cao, vi li
nhun ca doanh nghip .
Hn 100 nhn hiu xoay quay
hn 40 loi cng ngh (bao gm
Apple, EMC, Intel, IBM, Freescale
Semiconductor, Cisco, Accenture,
Toshiba, Hewlett-Packard, Fujitsu
v Oracle) c a vo
nghin cu. Kt qu cho thy
rng ch s ROI c s tng quan
mnh m vi li nhun c phn.
Trong nhng nm tip theo,
nghin cu ca Techtel cng vn
cho kt qu tng t nh trn.
iu chng t rng c mi
quan h trc tip v tch cc gia
vic xy dng thng hiu vi
kh nng tng li nhun cho cng
ty .
Nhng sn phm hng ha v
hnh c th to ra li nhun
ln. Trc nhng nm 1990, Intel l nhn hiu in t ng th hai sau Texas Instruments v
doanh thu bn vi mch x l v l mt nhn hiu khng c g ni bt. Lc by gi cc nh sn
xut, ngi bn hng v ngi s dng PC iu ch quan tm n cc thnh phn chuyn dng
386. Vo nm 1991, Intel a ra chin dch thng hiu Intel Inside tr gi 100 triu dollar
hp tc vi ngi sn xut PC to nn s khc bit cc my vi tnh c xy dng bi
thnh phn chip. Vo thi gian , vn ca th trng Intel l 10.2 triu dollar. n 1998, vn th
trng ca n tng ln n 208.5 t dollar. c on ring thng hiu ca Intel ng gp
khong 2 t dollar hng nm cho gi tr th trng ca Intel. Ngy nay, nhn hiu Intel l nhn
hiu c gi tr hng th 5 trn th gii vi gi tr ti chnh v hnh c on khong 35.6 t dollar
(Interbrand/ Business Week)
Kevin Randall (Hunh Thanh Cng ty thng hiu LANTABRAND - su tm v lc dch
t brandchannel.com)

LANTABRAND gip gia tng gi tr thng hiu cho khch hng qua cc dch v: xy dng thng hiu
cho sn phm, xy dng thng hiu dch v, xy dng thng hiu tp on, xy dng thng hiu qua
mng, qun l thng hiu ni b. (Thng tin chi tit ti: www.lantabrand.com)