C cu quan h thng

hiu: M Gu v Asia
Foods

Gn y truyn thng ni nhiu n mi quan h gia ng t gnh ca

ph thy marketing Trn Bo Minh vi cng ty Thc phm chu (Asia
Foods). C nhiu kin cho rng mt trong nhng nguyn nhn dn n s
chia tay ca ng Minh vi Asia Foods l thng hiu con m Gu qu
ni ln t thng hiu m Asia Foods. Hay ni cch khc, ngi tiu
dng mi ch bit nhiu n Gu ch t ai bit Asia Foods l ai.
Thay v quy kt mt cch vi vng, chng ra cn xem xt cu chuyn Gu
vi Asia Food di h quy chiu ca qun tr thng hiu: M gu v
Asia Foods thuc m hnh Cu trc Quan h Thng hiu no v Thng

hiu Sn phm m Gu c quan h nh th no v li ch & ngha v

vi Thng hiu Cng ty Asia Foods.
Mi quan h gia M gu v Asia Food thuc m hnh House of
Brands (Chm thng hiu).
V c bn c hai dng m hnh in hnh trong c cu quan h thng hiu:
Branded House (h thng hiu) v House of Brands (chm thng hiu).
C s khc bit rt ln gia H Thng Hiu v Chm Thng Hiu v
nhn din thng hiu v hnh nh thng hiu; c bit l v ngha v v
nh hng ca thng hiu m v thng hiu con.
u cc ca di quan h l kiu c cu H Thng Hiu. in hnh ca
m hnh c cu ny l tp on Virgin . Tt c cc thng hiu ca tp on
ny u c ch Virgin u (Virgin Atlantic, Virgin Mobile, Virgin Music,
Virgin Records). Ti m hnh ny, cc thng hiu con u hng li t uy
tn v tn tui ca thng hiu m (c th l tn tui thng hiu c nhn
ca Sir Richard Branson). Ngc li, thnh cng hay tht bi trn thng
trng ca mi thng hiu con u nh hng n tn tui v hnh nh ca
thng hiu m (v cc thng hiu con khc).
u cc cn li ca di quan h l kiu c cu Chm Thng Hiu.
Nm di mi nh chung ca thng hiu m P&G c rt nhiu thng hiu
nhnh tn ti c lp vi nhau, t cc sn phm m phm cho thc phm
(Clear, Tide, Olay v.v). Tng t, tp on Masan c rt nhiu thng hiu
con (M tm Omachi, Tin Vua, nc mm Chinsu, nc tng Tam Thi
T, nc mm Nam Ng). Ti m hnh ny, cc thng hiu con hot ng

gn nh c lp vi thng hiu m v hu nh khng c mi lin h no v

nhn din thng hiu v li ch gia m v con.
gc nhn ca ngi tiu dng, thnh cng hay tht bi ca mt thng
hiu con khng nh hng qu nhiu n tn tui v hnh nh thng hiu
m.

C g sai khi m Gu thnh cng v Asia Foods b chm?

Khng c g sai. Nht l mi quan h gia M gu v Asia Food thuc
m hnh House of Brand (Chm thng hiu)
Khi i theo m hnh House of Brands, gc th trng, iu quan trng
nht l nhn bit v hnh nh ca thng hiu sn phm (thng hiu con)
ch khng phi thng hiu cng ty (thng hiu m).
Kem nh rng P/S trc y do cng ty ha m phm Phong Lan (mt
cng ty Vit Nam) sn xut. Nm 2005 Uniliver mua li P/S vi gi 5 triu
. Khi mua P/S, ngi tiu dng c u c quan tm P/S do cng ty no
sn xut.

Khi mua gi m Omachi, c my ngi bit l sn phm ca tp on

Masan? iu h quan tm l n m Omachi s khng b nng v c lm
bng khoai ty (thng ip qung co ca Omachi).
Tng t, khi mua m Gu , mt s khch hng b trc n vi thng ip
gn kt yu thng (nht l giai nhng ngy u sau khi TVC ny c
pht i), s khc l mua do nhn bit thng hiu ca bn thn Gu hn
l v nhn hiu ny thuc Asia Foods.
a con Gu khng cn phi vit kim im vi b m Asia
Foods. Cho d c nhiu ch trch vi chin dch gn kt yu thng, Gu
gp cng ln gip Asia Foods chim lnh v m rng th trng (theo
thng k ca Euromonitor International da trn doanh s bn l nm 2010,
Acecook Vit Nam dn u ngnh m n lin vi 44,8% th phn, Asia
Foods ng th 2 vi 14,4%, tip theo l Vifon (12,2%), Masan Consumer
(9,2%).
Cn nu mun Gu v Asia Foods cng song hnh trn chic Tandem
(mt loi xe p hai ch ngi dnh cho hai ngi cng p) c khi thnh
cng ln tht bi, nhng ngi ch ca Asia Foods tt nht l hy i tn
sn phm m gi thnh Asia Foods Gu .