I.

KINH PH
1. C nh hng thng (s).
Tn ngn sch
1
2
3
4
5
6
7
8

S lng

Nhun bt
Knh bn l
u i khch hng
Xut bn
Thit k
T chc s kin
Qu t thin
Marketing

12
20
30
500
3
1
1
2

Ngun thu

500

n v
(VN)
100.000
70.000
20.000
30.000
*

40.000

1.200.000
1.400.000
600.000
15.000.000
8.200.000
1.000.000
1.000.000
1.000.000
29.400.000
20.000.000
- 9.400.000

- Nhun bt: S tin phi tr cho cc tc gi cng tc, hoc theo n t

hng vit bi.
- Knh bn l: L i din ca cc nhm CFCVN ti Vit Nam, l ngi
i din mua tp ch v phn phi li cho cc thnh vin.
- u i khch hng: L nhng c gi may mn, nhng nhn vin ni
ting ( Hu Huyn My, Tun Hng...), nhng c gi km may mn, t
gii trong cc s kin... s c gi tng tp ch min ph.
- Xut bn: Chi ph xut bn Tp ch
- Thit k: 600e cho Editor t FHM
- T chc s kin: duy tr c gi v pht trin ng hng, hng tunthng-nm lun c s kin i theo chin lc ngn-trung-di hn. Nh
gii u FFO3, vit bi cm nhn, gii u Cup Magazine...
- Qu t thin: Qu t thin dnh cho c gi km may mn trong cuc
sng, nhng trng hp c bit do Ban bin tp qun l.
- M4P: S tin phi tr cho chi ph qung co Tp ch, trn fanpage
trollbongda, Bng Trc Tuyn, Thc Khuya Xem Bng , Kenh14...

2. C nh hng nm (12 s)
Tn ngn sch
1
2
3
4
5
6
7
8

Nhun bt
Knh bn l
u i khch hng
Xut bn
Thit k
T chc s kin
Qu t thin
Marketing

S
lng
12
20
30
500
3
1
1
2

n v (VN)

Thng

100.000
1.200.000
70.000
1.400.000
20.000
600.000
30.000
15.000.000
*
8.200.000
1.000.000
1.000.000
1.000.000
29.400.000

Nm
14.400.000
16.800.000
7.200.000
180.000.000
98.400.000
12.000.000
12.000.000
12.000.000
352,800.000

II.
Chin lc pht trin Tp ch.
1. Chin lc di hn
Giai on Gii Thiu
Tp ch c tung vo th trng vi chng trnh marketing v xut bn Tp
ch hon chnh. i qua nhng bc nh gi kin, v trc nghim, kho st
c gi.
Tp ch ca l sn phm mi, c bit nhng c mt c im mi hay
c thm vo trong giai on gii thiu.
*T l tht bi ca sn phm trong giai on ny th cao. Bi chi ph cao, cng
doanh s thp, thit hi cao, v s phn phi hn ch.
Theo kinh nghim, giai on ban u ny l giai on tn km v ri ro nht. Tuy nhin,
thc t i vi nhng sn phm mi, c rt t s cnh tranh. Chng trnh chiu th c to
ra kch thch nhu cu trc tin, v ch yu l nhn mnh loi sn phm.

Giai on Tng Trng

Trong giai on tng trng, hoc giai on c fans Chelsea chp nhn, c
doanh s v li nhun u tng tc va phi. S th trng tiu th tng
ln, gi c c th i xung mt t. Vi s lng cao, chi ph xut bn s thp.
40.000 => 35.000 => 30.000 (VN)

Giai on Trng Thnh

Sut thi gian u ca giai on ny, doanh s tip tc tng ln, nhng mt
tc gim dn. Trong khi doanh s ang c n nh, th li nhun ca nh
sn xut v nhng knh phn phi gim xung. Ban bin tp gnh vc mt phn
ln hn cho nhng c gng tp trung pht trin chiu su v hnh nh, ni dung,
bi vit m bo cht lng cao khng mt mu duy tr cht lng sn
phm v duy tr mi quan h tt vi knh bn l. Nhng mc, ti mi c
gii thiu, v doanh s trong thng mi tr nn ng ch .
Trong chin lc pht trin sn mi ca Tp ch. Chng ta cn c quy trnh sn
phm mi nhm t c hiu qu cao nht. Di y l 8 bc c bn nht.

1.2 Giai on Gii Thiu : Quy trnh sn phm bao gm 8 bc chnh:

1. Pht trin tng (idea generation)
2. Sng lc tng (idea screening)
3. Pht trin v th khi nim (Concept development and testing)
4. Pht trin chin lc Marketing (Marketing strategy development)
5. Phn tch kinh doanh (business analysis)
6. Pht trin sn phm v thng hiu (Product and brand development)
7. Th th trng (market testing)
8. Tung Tp ch ra th trng (commercialisation)

Bc 1: pht trin tng

-Xy dng tng cho Tp ch.
-Ngun tng: t c gi, ban bin tp, tp ch Chelsea phin bn ting Anh,
Nga, Trung Quc, Nht Bn, Hn Quc...
-Cn ch : nhu cu v c mun ca c gi l c s cho pht trin tng v sn phm.

Bc 2: Sng lc tng

- Sng lc tng chn lc cc mc, ti tim nng v loi cc tng

khng kh thi.
- Cc tng c sng lc thng qua Ban bin tp sng lc.
- Ban bin tp c nhim v thm nh cc tng kh thi cn phi nh gi k
lng v dng tng mi, mc mi, phi lun i lin vi d on c th v
th trng mc tiu ngi c trnh sai lm b i tng hay hoc la chn
nhng tng ngho nn.
Bc 3: Pht trin v th khi nim
- Pht trin khi nim sn phm v th : c gi dng khng mua t tng, h
mua sn phm cha ng trong thng hiu tp ch.
- V d v khi nim sn phm: Li ch ca cc bn, l thnh cng ca chng
ti, Blues We Are
- nh v sn phm ny vi cc sn phm khc: Tp ch Qu , Tp ch 4231,
Tp ch Chelsea phin bn cc nc khc...
- Th khi nim ny thng qua cc cng c nghin cu th trng. Th khi
nim dng nh gi nhng c trng vt tri ca khi nim (concept
uniqueness), mc ph hp vi nhu cu c gi, tng chnh m khi nim
mun thng t, tm quan trng ca n i vi c gi, mc thch th, xu
hng, tn sut mua hng ca khch hng.
Bc 4: Pht trin chin lc Marketting
- Hoch nh s b mt chin lc.
- Hoch nh chng trnh marketing ngn hn tung thng hiu sn phm
mi ra th trng.
- Ni dung chng trnh : Th trng mc tiu, quy m, hnh vi tiu dng ca
n, v tr d nh ca sn phm, thng hiu, gi c, phn phi, qung b
thng hiu, d on doanh thu, th phn, li nhun, ngn sch marketing.
- t tn cho thng hiu. Brand name.
- ng k tn bn quyn trc php lut c php lut bo v.
- Chin dch MnA, tham gia-st nhp vo n v Official ti Vit Nam pht
trin.

- Xin giy php t Chelsea Official.

- Gia nhp c ng Chelsea hng quyn li t Cu lc b.
- Mua li mnh magastores Asian phn phi o u chnh hng v c ting
ni tc ng n Cu lc b.
Bc 5: Phn tch kinh doanh
- Phn tch, nh gi li mc hp dn ca tp ch, cng nh mc ph hp
vi mc tiu v s mng chung ca Ban bin tp.
- Ni dung chnh: nh gi v mt doanh thu, chi ph xut bn v marketing, li
nhun em li, im ho vn, thi gian hon vn, phn tch ri ro.
Bc 6: Pht trin sn phm v thng hiu
- nhng bc trc: ch l thuyt minh, l thuyt, m hnh.
- Ti bc ny: Ban bin tp tin hnh pht trin xut bn sn phm v xy
dng thng hiu c th.
- Chuyn i cc thuc tnh t khch hng (customer attributes) thnh cc
thuc tnh k thut (engineering attributes): nh marketing kt hp cht ch
vi i thit k ba, dn trang.
-Ch : trong giai on ny, khng ch pht trin phn chc nng ca sn phm m cn tp
trung pht trin cc thuc tnh tm l.

-Tm li: xy dng mt thng hiu c th tho mn nhu cu chc nng v

tm l cho khch hng mc tiu.
Bc 7: Th th trng
- Th th trng cho thng hiu : Leak mt phn cho c gi xem qua v
nh gi qua trang ISSUU (Tp ch online).
- Mc ch: Xem xt cc phn ng v tim nng ca th trng: mc chp
nhn, mua hng, s dng ca ngi tiu dng, cc knh phn phi.
- C nhiu cch testing: Nghin cu dao ng ca doanh thu ( sumulated test
marketing), th c kim sot marketing (controlled test marketing).
- Chi ph rt tn km.

Bc 8: Tung thng hiu ra th trng

-Ban bin tp cn quyt nh v thi gian tung thng hiu.
-Do tp ch xut bn, tiu th qua knh bn l, v online nn khng mt v tr
a l.
* Gim gi khi c th tit kim chi ph.
* Thng xuyn nng cp cht lng (ni dung, hnh nh) tp ch.
* Hun luyn nhn vin bn hng online nhng k nng dch v khch hng tt
nht trong phm vi c th.
* Hy em li nhng iu mi l cho sn phm khch hng cm thy th v
v ngc nhin.
C nhiu cch duy tr s hi lng ca khch hng m khng cn phi to ra
mt sn phm hay dch v mi. Vic ci tin thng xuyn s gip sn phm
hay dch v ca bn tt hn v gi chn khch hng lu di hn, nu tp trung
vo nhng iu tht s c ngha vi khch hng.
Hy dnh thi gian suy ngh v khch hng ca bn. iu g c ngha tht
s i vi khch hng? C th lm g ci thin nhng iu quan trng ?
Chng ny trnh by nhiu kha cnh quan trng ca quy trnh to ra sn
phm mi v xem xt vai tr ca cng tc marketing trong cc giai on ca
quy trnh. y l nhng vn m cc cng ty cn phi cn nhc k lng khi
tin hnh cng vic kinh doanh trong th trng ngy nay.
1.3 M hnh Marketing 4P
Product (sn phm), Price (Gi), Promotion (xc tin thng mi hay
truyn thng), Place (Knh phn phi).
Hnh thc Q&A
1. Product : Sn phm
Sn phm c tiu th tt trn th trng: Theo quan im nht thi yu t u
tin l tt v cht lng.
Cn tr li cc cu hi:

Khch hng mun iu g t tp ch Cn nhng g tha mn iu ?

2. Place: Knh phn phi

i vi cc chin lc PR th knh phn phi m rng trong lnh vc m
ngi dng quan tm nhng hin nay vi cc knh t trng nhm cc CFCVN hay leader t chc xem Offiline nh n l mt m ngun m, cng khai
vi tt c ngi dng.
Lu d cng khai qung b sn phm n u th cng nn a sn phm n ng ni,
ng lc v ng s lng

Cn tr li cc cu hi:

Khch hng c th tm thy tp ch u?

Hnh thc bn hng no la chn: bn hng trc tuyn hay trc tip ti
knh bn l.
Lm th no thm nhp c vo knh phn phi ph hp?
3. Price: Gi
Gi bn l chi ph khch hng phi b ra i ly tp ch ca nh cung cp.
Mc gi no m c gi sn sng tr cho tp ch ca bn. N c xc nh bi
mt s yu t trong c th phn, chi ph nguyn liu, chi ph PR, nhun bt....
nhn dng sn phm v gi tr cm nhn ca khch hng vi sn phm ca bn.
Trong cc chin dch khuyn mi hay gim gi sn phm th cc doanh nghip
nn c chin lc nh gi c th c li tt nht cho bn.
Cn tr li cc cu hi:

C thit lp mc gi cho tp ch trong khu vc ny hay khng?

Khch hng c kin v gi c hay khng? c cn tng hay gim gi

hp vi xu th hay khng?

Chit khu nh th no cho nhng khch hng thng mi, hay cho
tng phn khc khch hng c th?
4. Promotion: Tip th truyn thng
y l phn quan trng trong cc chin dch Marketing, c c chin lc
hon ho, gi sn phm hp l nhng truyn thng khng tt th khng ai bit
n thng hiu ca bn, khch hng s khng bit n Tp ch ca bn.

Nhng hot ng tip th ny bao gm qung co, catalog, quan h cng chng
v bn l, c th l qung co ng vi th phn cn nhm n.
Cn tr li nhng cu hi g?

u v khi no bn c th truyn thng ip marketing ca mnh n

th trng mc tiu?
Bn s tip cn khch hng ca mnh theo hnh thc no?
Thi im no l thch hp nht qung b tp ch? Chin dch theo
ma, theo cc ngy l nh th no?
1.4 Chin lc 3T
Mi chin lc marketing phi c nh gi bng kh nng tc ng v
nh hng trc tip ca n ti mt trong ba yu t ny. Nu mt trong ba
yu t ny tng ln c ngha l doanh nghip pht trin. Nu c ba yu
t u tng th doanh nghip pht trin rt tt.

Chin lc 1: Tng s lng khch hng

Tng s lng c gi l bc u tin ca CMO. Nu ngi chu trch nhim
thit k v trin khai chng trnh marketing u t thu ht nhiu c gi
hn l ngi thiu kinh nghim th Tp ch c th gp tht bi.
Nu thc hin ng, cc chin lc marketing c bn s to ra hiu qu thu ht
cc khch hng tim nng sn sng v c th mua Tp ch. Mc tiu chnh
ca chin lc marketing ny l thu ht c gi mi v cung cp cc sn phm
cho s c gi c h hi lng hn. Qua tng bc nng s lng c gi.

Chin lc th 2: Tng s lng giao dch trung bnh

Cc nh qun l CEO v ekip ch th dnh a s thi gian ca mnh iu
hnh Tp ch v tm kim c gi mi. H thng rt quan tm ti s khch
hng m h thng gp. S khch quen ny thng c php tin hnh ton
b cc giao dch m khng bao gi b hi liu c mua thm tp ch thng tip
theo hay khng?
Vi nhng khch hng mi, khng nn hi lng vi s lng tp ch ti thiu

m h mua, nn a ra nhng l do thuyt phc h mua thm. Nu khch

hng khng tm thy l do buc phi mua thm sn phn ca chng ta h s
tm ra l do chuyn sang l do khc.
Cho mi khch hng mt cch c h thng nhng sn phn i km tp ch b
sung c gi tr cng mt im bn hng c th gip doanh nghip tng s
lng giao dch trung bnh ca mnh.

Chin lc th ba: Tng s ln mua hng thng xuyn ca khch quen

Khi thit lp c hot ng kinh doanh th nhiu doanh nghip khng ch
chm sc khch quen. Nu khng c nhng chin lc hoc quy trnh
marketing c bn thng xuyn to ra nhng u i mi p ng nhu cu
ca s khch hng quen th s ln mua hng ca h s khng tng. Cn thng
xuyn thc hin cc chin lc thng tin v chm sc i vi cc khch hng
mi v c thng qua in thoi hoc th t thc y h thng xuyn mua
sn phm ca chngta.

y l phn s lc kinh ph v chin lc PR, em s gi tip cho S ph

xem phn ni dung, hnh thc, qun l-nng cao ngun nhn lc v cch
lm vic ca ekip sau.