Ci cht ca nhng thng hiu ni ting .

Hnh nh thng hiu b vy bn qua mt v tai ting truyn thng hay mt li n i c rao truyn qua Internet cng c th khin mt cng ty cng c th thy mnh ang i mt vi nhng nguy him cn k. Nhng ci tn ni ting ton cu nh Coca Cola, hay Mc Donald's cng c th ri vo tnh cnh tng t. S tht bi ca mt s thng hiu lun c bn ci v m x bi nhng chuyn gia marketing ngay t khi chng va xut hin. Nhng tht bi in hnh ny gip miu t mt thc t l mt sn phm khng cn phi l t mi hng chu ly tht bi ng bun. Vy lm th no h thot khi tnh trng ny. Xin gii thiu nhng tht bi ca mt s thng hiu ni ting th gii. 1. New Coke: Ngh n s thnh cng ca mt thng hiu, bn c th ngh ngay n Coca Cola. Qu th, l mt thng hiu c bit n nhiu nht trn th gii. Nm 1985, cng ty Coca-Cola quyt nh ngng sn xut loi nc ngt danh ting ny ca h v thay th n bng mt sn phm c cng thc mi va c tung ra th trng vi tn l New Coke. hiu c ti sao m quyt nh n cha thm ha ny li c quyt nh, cn phi xt n nhng g xy ra trong th trng nc gii kht. Ni cch khc, chng ta cn phi quan st k hn s cnh tranh khng ngng tng ln gia Coca Cola v Pepsi Cola trong nhiu nm qua - t trc s ra i ca New Coke nhiu thp nin. y l mt chin lc y ri ro khi h buc phi hy sinh nhng ngi tiu dng ln tui li cho Coca Cola, nhng d sao h cng chng t c s thnh cng. Pepsi c kh nng v th ha thng hiu ca h i li vi hnh nh c in v gi nua ca i th ng s. V cng lc h cng c nhn nhn l mt thc ung ca gii tr, Pepsi n lc xoay x thu hp khong cch li. Qu l iu ng s vi Tng gim c ti v lu di ca Coca Cola, Robert Woodruff, hu ht nhng ngi tham d cuc thm d ny u chung cng thc ngt hn ca Pepsi. Vo thi gian m Roberto Goizueta tr thnh ch tch, nm 1981, hnh tng s mt ca Coke bt u c v b tn thng. N khng ch mt th phn vi Pepsi m cn vi chnh mt vi loi nc ung khc c sn xut bi chnh cng ty Coca Cola nh Fanta v Sprite. Ni ring, s thnh cng ca Diet Coke l mt con dao hai li khi n lm th trng nc cola c ng thu hp li. Nm 1983, khi Diet Coke ginh c v tr th ba sau hai loi nc truyn thng l Coke v Pepsi, th phn ca Coke gim xung n mc k lc ca mi thi, ch cn cha n 24%. Th phn ca Coke vn ng yn trong khi Pepsi li lin tc tng trng. iu ng lo na l mt khi ngi tiu dng c th la chn, nh trong cc siu th a phng, hu nh h u nghing v

Pepsi hn. Ch c h thng phn phi hiu qu hn ca Coke mi gi cho h ng vng v tr dn u. V d, r rng l c nhiu my bn hng t ng bn Coke hn l Pepsi. Mc d vy, bt k n s pht trin nhanh chng ca cc thng hiu nc gii kht, Pepsi vn ginh thm c nhng khch hng mi. hon ton tht bi trong mi v, Coke c th khng chp nhn nh mt i v th hng u ca h. Vn nn chnh, nh Coca Cola nhn nh, l do t thn sn phm. Nh Pepsi Challenge chng t khng bit bao nhiu ln, Coke lun c th b nh bi khi xt v kha cnh hng v. iu ny dng nh c ti xc nhn vi s thnh cng ca Diet Coke, c hng v rt gn vi hng v ca Pepsi. c c cng thc sn xut mi, cng ty Atlanta bt u thc hin 200.000 cuc th nghim mi v xem cng thc thnh cng ra sao. V kt qu tht m mn. Hng v ca nc gii kht theo cng thc mi khng nhng n t hng v ca loi Coke nguyn thy m ngi ta cn thch n hn c Pepsi-Cola. Tuy nhin, nu Coca Cola vn ng trc Pepsi, h khng th c cng lc hai sn phm cnh tranh trc tip nhau trn cc k hng. V vy, h quyt nh loi b Coca Cola v gii thiu New Coke th vo . Vn l cng ty Coca Cola nh gi khng ng v sc mnh thng hiu u tin ca h. Ngay sau khi quyt nh c thng bo, mt phn ln dn M quyt nh cm vn i vi sn phm mi ny. Vo ngy 23/4/1985, New Coke c tung ra th trng v ch vi ngy sau vic sn xut Coke nguyn thy ngng hn. Quyt nh kt hp ny k t c xem nh mt sai lm marketing ln nht ca mi thi i. Mi lc dnh cho New Coke tr nn ti t v cng chng tr nn gin d v thc t l Coca Cola khng cn tn ti bao lu na. Mi s tr nn r rng l Coca Cola khng cn la chn no khc ngoi vic mau chng s dng tr li thng hiu v cng thc truyn thng ca h. Chng ti nghe cc bn, Goizueta ni th trong cuc hp bo ngy 11/7/1985. V ri ng nhng li cho trng ban iu hnh ca cng ty Donald Keough, thng bo vic tr li ca sn phm c. Keough th nhn: Mt thc t n gin l mi th t tin bc, thi gian v k nng ra nghin cu v ngi tiu dng i vi loi Coca Cola mi khng o lng v lm r c nhng lin kt cm tnh su m ca Coca Cola truyn thng c cm nhn bi nhiu ngi. Nim am m i vi Coca Cola truyn thng - v l t dnh cho n, nim am m l mt th g chp ly chng ta bng s bt ng. N l mt nhim mu M tuyt vi, mt php l M ng yu v bn khng th o lng c n cng nh vi tnh yu, s t ho hay lng yu nc. Ni cch khc, Coca Cola hiu ra rng marketing th quan trng hn t thn sn phm nhiu. a s cc cuc th nghim c thc hin theo li m mm, v vy mi v l yu t duy nht c lng nh. Cui cng, cng ty n phi mi ca Pepsi khi lm nh th, xem thng ti sn thng hiu chnh ca h - l tnh truyn thng. Khi Coca Cola c tung ra th trng vo thp nin 1880, n l sn phm duy nht trn th trng lc . Nh vy, n tr thnh mt chng loi sn phm mi v thng hiu tr thnh tn gi ca t thn sn phm. Xuyn sut hu ht th k va qua, Coca Cola tp trung vo hnh tng nguyn thy ca h trong nhiu chin dch qung co khc nhau. Nm 1942, nhng mu qung co

trn cc tp ch xut hin trn khp nc M minh nh: Ch c mt th ging nh Coca Cola l t thn Coca Cola m thi. N chnh l th tht. Vi vic tung ra New Coke, Coca Cola mu thun vi nhng n lc marketing trc ca h. Sn phm chnh ca h khng th c gi l mi khi m nhng qung co thc s u tin xut hin trn Atlanta Journal vo nm 1886 ghi nhn Coca Cola nh mt loi nc si bt mi, cha nhng thnh phn ca cy coca v ht cola tuyt vi. Vo nm 1985, mt th k sau khi sn phm ny c tung ra, t sau cng m ngi ta c th dng lin h vi Coca Cola l t mi. y l cng ty c lin h n tnh k tha kiu M hn hn mi cng ty khc. Nm mi nm trc y, ngi ot gii Pulitzer William Allen White - bin tp vin ca mt t nht bo Kansas nhc n loi nc ngt ny nh mt cht tinh ty ca t tri, c chng ct m thnh v lun c dn M ng h mt th c chp nhn, c to thnh mt cch trung thc, c phn phi ton cu, v c nng cao cht lng mt cch y thc qua nm thng. Coca Cola cng d phn vi lch s du hnh v tr M, chc mng tht hay cc phi hnh gia Apollo vi hng ch n mng tr v vi tri t, nh ca Coca Cola. Gii hn tm quan trng ca thng hiu vi vn mi v l hon ton lc hng. Nh vi nhiu thng hiu ln, s i din l quan trng hn s vt c i din v nu c mt loi nc ngt no i din cho mi th ch l Pepsi. Nu bn ni vi ton th gii rng bn l th tht, bn khng th ri li l mt th tht mi. Nh Al Ries ni, c y nh l gii thiu mt thng mi. Thng ip marketing mu thun ny c nhn mnh thm bi thc t khi vo nm 1982, cu ch qung co ca h l Coke l th. Lc ny h th nhn l h phm sai lm nh th l h nhn ra rng Coke khng phi l nh vy m chnh New Coke mi l nh th. C th l khng bt ng cht no khi Pepsi nhn ra sai lm ny ca Coca Cola. Trong nhng tun l u tin ca t tung ra sn phm ny, Pepsi a ra mt s qung co truyn hnh vi hnh nh mt ngi ln tui ang ngi nhn lon nc trong tay. H thay i Coke ca ti, ng hm hc, r rng l tht vng, Ti khng th tin c. Nhng d sao th khi Coca Cola cng sn xut v bntr li loi coke truyn thng ca h, loi coke thng thng cho th trng M, s quan tm truyn thng bt u quay li vi s a chung thng hiu. N c xem l mt s kin tm quan trng l mt tin ng ch trn ABC News v cc h thng truyn thng khc ca M. Ch trong vi thng Coke tr li vi v tr hng u v New Coke dn tn li. Ma mai thay, qua tht bi ca New Coke, tnh trung thnh i vi th tht li c tng cng. Trong thc t, mt s l thuyt gia i qu xa khi cho rng l mt mnh li marketing c hoch nh ti xc nhn tnh cm ca ngi tiu dng i vi Coca Cola. D sao th cn c cch no tt hn lm cho ai phi nui tic gi tr ca thng hiu ton cu ca bn hn l gi v loi b n hon ton? ng nhin l Coca Cola khng tha nhn l nh ca cng ty. Nhng ai ch trch s cho l Coca Cola phm mt sai lm nghim trng v marketing, nhng ai hoi nghi li cho l Coca Cola hoch nh tt c, Keough ni vy vo lc . S tht l chng ti khng khn ngoan n th v cng khng ngu kh n vy. Nhng nu nhn vo khi nim cnh tranh ca h i vi Pepsi vo lc , quyt nh ny l hon ton c th hiu c. nhiu nm, v kh chnh ca Pepsi vn l mi v ca sn phm ca h. Bng cch tung ra New Coke, cng ty Coca Cola r rng l hy vng lm yu i s i u marketing ca i th chnh ca h.

Vy nhn nh ca Pepsi l th no v ton b s vic ny? Trong quyn G kia nhy mt ca Roger Enrico, Tng gim c iu hnh ca Pepsi, tin l sai lm ca New Coke chng t l mt bi hc thch ng cho Coca Cola. Ti cho l vo lc kt thc cn c mng, h hnh dung ra h thc s l ai. Nhng ngi cn trng. H khng th thay i s a thch ca ngi tiu dng cho thng hiu hng u ca mnh. H cng khng th thay i hnh nh ca h. Tt c nhng g h c th lm l bo v ci di sn m h gn nh mun t b vo nm 1985. 2. Xe Edsel ca Ford: i vi cc gio vin dy marketing M, cu chuyn v chic xe Edsel c xem nh mt tht bi in hnh ca thng hiu mi thi i. B gi l Titanic ca xe hi, chic Edsel chc chn l mt trong nhng thm ha v vic thit lp thng hiu ln nht tng lm au u cng ty Ford Motor. Edsel cng c tung ra th trng mt cch rm r qu ng. Mc d chic xe vn cha xut hin nhng ni trng by cho n thng 9/1957, nhng nhng qung co c ng xut hin t nhiu thng trc vi cu ch Xe Edsel ang n. D sao th Ford cng quyt nh, kch ng s quan tm ca cng chng, chic xe s khng xut hin trong cc s qung co v ngay c khi thc s c mt cc im trng by, chng cng c trm kn. Cc ch ca hng bn xe c khuyn co phi lm vy nu khng mun b mt i quyn i l ca h. ng nh mong i ca Ford Motor, s quan tm ca cng chng c kch hot. Cng ty khng quan tm t no n vic liu chic xe c kh nng p ng c nhng mn qung co thi qu hay khng v phn ng chng i ca ngi tiu dng s nh th no. V quan trng hn c, bit bao nhiu cng sc v nghin cu c vo cho chic xe ny, hn bt c mt sn phm no trc . Cc nhn vin ca cng ty cng c khuyn khch tm ra cho c mt ci tn tt nht, v cng ty thm ch cng lin h vi nh th Marianne Moore ang ni nh cn vo thi im y. Gi ca c ny l tm ra mt ci tn gi ln cm nhn bn nng v s thanh lch, tnh nhanh chng, mu m v kiu dng ni bt. Cng ty thu thp c hng chc nghn tn la chn. Theo nh Ernest Breech, Ch tch cng ty lc , trong mt bui hp ca Ban iu hnh ca Ford vo thng 11/1956 l qu nhiu. Ti sao chng ta khng n gin gi n l Edsel?, Henry Ford II, chu ni ca Henry Ford c quyt. Edsel l tn ca b ng y, ngi con trai duy nht ca ngi sng lp ra Ford Motor. Khng phi ai cng ng vi kin ny. V gim c Quan h Cng chng, C Gayle Warnock, bit rng Edsel khng phi l mt tn ng. Trong mt cuc nghin cu thm d trc , tn ny c a ra cng vi weasel v pretzel v khng c a chung. Warnock thch nhng tn khc trong danh sch hn, nh Pacer, Ranger, Corsair hay Citation. Khi quyt nh c a ra, Warnock by t quan im ca ng ta hon ton r rng. Theo nh Robert Lacey vit trong quyn Ford: Con ngi v C my, Warnock tuyn b: Chng ta va nh mt 200.000 thng v. i vi Warnock, cho d c gi hoa hng bng nhng tn g khc i chng na th n vn khng ngan ngt hng thm. Khng ch c ci tn mi l vn ca chic Edsel m thit k ca n cng ng phi phn nn. Mu u tin ca Edsel l hon ton n tng, nh Robert Lacey vit trong cun sch v Ford. M hnh u tin ca chic xe l mang tnh nguyn thy v y cm xc nh mt gic m khin mi ngi phi bi hi v hnh dng tng lai ca n. Tuy nhin, mu xe khng bao gi xut hin, nhng ngi nm gi ti tin ca Ford li cho rng sn xut loi xe ny tht s qu tn km.

Mu thit k c chn sau qu l hon ton c o. Trng nhm thit k ca Edsel, Roy Brown, lun t ra tiu chun thit k l phi d nhn ra t mi gc . Qu tht l mu Edsel u tin vo nm 1957 thc s t c nhng tiu chun ny. Ni c th hn, phn u xe v mt n mi xe l ng ch nht. Nh Phil Skinner, mt s gia ng tn trng nht v Edsel bnh lun, thit k mi ca Edsel l mt c im ni bt. Nu xem k nhng loi xe khc vo gia thp nin 1950, bn s thy chng trng ta ta nhau, cng gm hai n trc v mt li nm ngang. Mt hnh trn ngay gia mi xe m chng ti gi l c d nga - lm cho Edsel hon ton khc bit. Cc ca hng trng by chen y nhng ngi thm ving t m mun nhn xem chic xe trng nh th no. Trong tun l u tin, c n gn ba triu ngi M tm n cc im trng by chic Edsel. V h ngay lp tc nhn thy rng nhng chic Edsel c mt s c im khc bit, li cn c ci mt n ng yu hay ng ght mi xe ty vo cm nhn ca tng ngi. Trong tm tr cng chng, chic xe dng nh khng p ng c vi nhng thi phng qu ng trc . V tht ng bun cho Ford cng nh cho mi lc dnh cho Edsel, h ch bn c c 60.000 chic trong nm u tin, khng n 30% so vi d kin ban u. Ford tip tc tung ra kiu Edsel 1959 v 1960, nhng mi lc cng lc cng st gim n mc ch cn li 44.891 chic v cui cng l 2.846 chic. Thng 11/1959, Ford ng mt qung co cui cng cho chic Edsel v sau ngng sn xut hn. Vy sai lm l g? Edsel hu nh c qu nhiu l do xc nh. Nhng trn thc t, nn t cu hi th ny, c g l khng sai lm?. Chin dch marketing chc chn l mt yu t then cht. Ni mt cch n gin, Ford qu phng i trng hp ny ca h. B la mt bi thnh cng ca chic Thunderbird vi nm trc , Ford tuyt i tin tng l h tr thnh bt kh chin bi v iu ny c phn nh qua nhng vt phm qung co qu t mn ca h. Ngoi cc qung co khng ng hng, hnh dng xu v mt ci tn d, Edsel li cn qu t tin. Ging nh Sheila Mello vit trong quyn nh ngha v sn phm tp trung vo khch hng, Edsel ra i vo lc m ngi ta ang nhm n nhng kiu xe r tin hn. Trn thc t, tnh hnh cn t hn na. Edsel khng ch l chic xe t gi nht m n cn phi cnh tranh vi nhng kiu xe 1957 ang c bn gim gi trnh phi cnh tranh vi nhng kiu xe 1958 sp c ngp trn trong nhng phng trng by. Mc gi cao c th c chp nhn nu n ng gi nh th. D sao th kinh nghim ca mt t khch hng u tin ca Edsel cng cho thy n c mt s vn v k thut. Mt iu na hon ton nm ngoi tm kim sot ca Ford. Sau thi k bng n pht trin ca nhng nm gia thp nin 50, cui nm 1957 nh du thi k bt u suy thoi ca th trng xe hi lc . Hu ht cc kiu xe 1958 u h gi bn, v mt s h n 50%. Ma mai thay, mt trong s rt t cc loi xe c mi lc tng ln ngay trong nm li l chic Thunderbird. D sao th Ford cng hc c bi hc ny mt cch nhanh chng. Vi nm sau tht bi ng bun ca chic Edsel, h ly li s cn bng vi thnh cng y kch tnh ca chic Ford Mustang c tung ra th trng vo nm 1964, hn 500.000 chic Mustang c bn ra ngay trong nm u sn xut. Chic xe ny khng ch c mt hnh dng p v mt ci tn hay m n cn c gi tin c chp nhn rng ri.

3. Betamax ca Sony: Cng vi s khn ngoan trong vic thit lp thng hiu, cch tt nht tr thnh mt thng hiu mnh l: hy l sn phm u tin ca mt chng loi sn phm. L thuyt ny lun c Al Ries nhc i nhc li nhiu ln. Khch hng khng thc s quan tm n nhng thng hiu mi, h ch quan tm n nhng chng loi sn phm mi m thi, Ries vit nh vy trong quyn 22 Quy lut bt bin v vic Thit lp Thng hiu, Bng cch m u cho mt chng loi sn phm trc ri sau mi c ng mnh lit cho chng loi ny, bn cng lc to nn mt thng hiu mnh v mt th trng pht trin nhanh chng nh v bo. C rt nhiu trng hp xy ra minh chng cho quan im ny. Domino l cng ty u tin cung cp bnh pizza n tn nh v vn l ngi dn u trong th trng chuyn bit ny. Cng nh Coca Cola, mt thng hiu rt thnh cng v mt ti chnh v ni ting nht th gii, ng u trong danh mc cola. Mt in hnh ca mi thi trong nhng tht bi ca thng hiu cng ngh l u my vido Betamax ca Sony. Trong thp nin 70, Sony pht trin mt loi my c thit k nh mt thit b xem phim trong gia nh. Loi my ny ng dng cng ngh Betamax, c tung ra th trng vo nm 1975. c hn 30.000 u my VCR Betamax c bn ra trong nm u tin ch ring trn th trng M. Mt nm sau, i th ca h - JVC cho ra i loi my vido vi cng ngh VHS - vit tt cho video home system - theo cch thc VCR. V thng Ging nm 1977, c thm bn cng ty in t Nht sn xut v tip th my mi da trn nn tng ca VHS. Trong khi c th l Sony khng mun hay khng th bn bn quyn cng ngh Betamax ca h (ty theo bn ngh) th JVC, cn hn l hnh phc na, chia s rng ri h VHS ca h. iu ny, khng lu sau , chng t l mt yu t cht ngi cho c o quan ca Betamax. Mc d Sony i tin phong trong hu ht cc pht trin nhng JVC v cc nh sn xut khc khng h chm tr bt kp. V d nh JVC v Panasonic gii thiu loi VHS hi-fi ca h ch sau khi Sony trnh lng Betamax hi-fi mt tun l. Nhng d sao th cc chuyn gia cng ng rng cht lng ca bng t Betamax l hn hn so vi ca cc i th. Bi hai loi my ny khng tng thch vi nhau nn ngi tiu dng buc phi chn la ly mt trong hai. Chng bao lu sau, Sony bt u cm nhn mt p lc nng n khi cc i th ca h bt u h gi xung thp hn ca h 300 la. Vo nm 1982, cuc chin tranh gi i n cao tro v Sony nh phi tham chin, h chp nhn hon li cho khch hng 50 la nh mt bo m ci tin. Vn cn nhng vn marketing khc na. Cho n nhng nm u thp nin 80, t Betamax vn c dng nh mt t ng ngha vi u my vido. Vic kt hp ny c nhng h qu tiu cc cng nh tch cc ca n bi v nm 1979, Universal Studios v Disney c nhng hnh ng php l chng li Sony vi lp lun l u my vido s dng bn quyn ca cc nh sn xut phim mt cch bt hp php. Mc d Sony bc ra khi cuc chin php l khng h b thng tn nhng nhiu nh bnh lun cho rng s vic ny vn c nhng tc ng tai hi n cch m Sony tip th sn phm Betamax ca h. C mt iu r rng xy ra, t nm 1981 tr i cc loi my Betamax nhanh chng mt i s a chung i chng. Vo nm 1982, nm bt u cuc chin tranh gi, Sony ch chi phi mt th phn

nh nhoi cha n 25% tng th phn v iu c bit nghim trng hn l s lng cc ch ca hng cho thu bng hnh VHS li nhiu hn hn so vi bng Betamax. D g th thc t u my video Betamax ch c sn xut bi Sony cng khng th cnh tranh c vi s lng cc cng ty cng lc cng nhiu ang y mnh cng ngh VHS. Nhng ngay c khi chp nhn phi sn xut u my vido dng cng ngh VHS th Sony vn khng t b Betamax. Cc dy chuyn sn xut Betamax hi ngoi vn c l bc cho n nm 1988, v Nht vn cn sn xut Betamax mi cho n nm 2002 cho d l ch vi mt s lng nh nhoi (ch c 2.800 sn phm trong nm 2001). Vo ngy 22/8/2002, Sony cui cng cng phi thng bo s qua i ca cc sn phm Betamax. Vi s xut hin ca cc loi my k thut s v cc hnh thc ghi hnh mi khc trn th trng, tnh hnh i n ch kh khn cc . Sony tha nhn nh th trong mt bn tuyn b. Lc ny, ng nhin, t thn VHS cng i mt vi nhng kh khn tng t trc cc loi u a k thut s (DVD) v cng khng th cn tip tc tn ti. D sao th cc bi hc ca Betamax cng c thm nhun. Nm 2002, Sony cng vi tm i th cnh tranh hp tc cng to nn mt cch thc chung cho DVD, c ngha l ln ny Sony khng cn l bng bn l cuc chi na. 4. Arch Deluxe ca McDonalds: Cng nh vi McLibel Trial (xem trong chng 5), McDonalds cng tri nghim mt s vn marketing truyn thng trong nhng nm gn y. Hu ht cc vn ca h l tht bi trong vic thu ht khch hng n vi cc sn phm mi. McLean Deluxe (mt n lc cung cp cho cc khch hng quan tm n sc khe) v McSoup l hai v d r rng, nhng chnh vi loi burger Arch Deluxe m McDonalds tri nghim mt tht bi ng h mt nht. c tip th nh mt loi Burger vi Mi v Trng thnh, tng l c mt loi burger khng dnh cho tr em. Qu th, chin dch qung co cho Arch trn y nhng thng ip vi nhiu hnh nh ca cc em nh nhn mt trc mi v phc tp ca sn phm dnh cho ngi ln. iu ng ngi l khng mt ai tm n vi McDonalds v s phc tp, h n v s thun tin. Mt phn ca s thun tin ny l ngi ta bit mnh c th d kin s c c nhng g. Cc nh hng ca McDonalds c th phc v gazpacho Ty Ban Nha v burger cu n , nhng ni chung phn no chng l tng t nhau trn khp th gii. Hu ht mi ngi khi bc vo nh hng McDonalds u bit r h s gi nhng mn g. H khng mun b oanh tc bi hng ng bin th ca mt sn phm - hamburger. Vn khc na vi Arch Deluxe l n c bn da trn mi v. Trong mt bi bo vi ta McDonalds lc mt du n trn t Brand Week ngy 12/11/2001. Dave Miller tn cng chin lc cnh tranh trn mi v r rng trong cc cuc c ng cho Arch Deluxe: Chng ti khng n vi nhng burger Cng Vng v cht lng ca mi v, mi nh hay bp nc. Chng ti nh gi cao thng hiu ca cc bn v s thn tnh, sch s, kin tr v thun tin. l nhng ngh gi tr m cc bn lm ng trong nhng nm gn y v may mn thay l cc i th ca bn khng nhn ra m ginh ly. Chnh xc l bao nhiu khi nim thc n tht bi m cc bn th bng nhng ng tin pht trin thay cho nhng ngh gi tr ny? Nhng d sao th nhng vn ny sinh cng vi Arch Deluxe l triu chng ca mt vn cn ln hn. Cng cng vi mt t l ln nhng thng hiu khc, McDonalds b ch trch l xa ri khch hng v b b li qu xa ng sau th trng. Qu th, vn ny c v Gim c iu hnh cng ty nhn thc vo nm 1998, Jack

Greenberg, nhn nhn. Chng ta tn qu nhiu thi gian pht trin mt tng v a n ra th trng ri li tn thm nhiu thi gian na quyt nh xem chng ta c mun thc hin n hay khng, ng ny ni nh vy vi t The Financial Times trong cng nm (trong mc bo mang tn Nhim v nh bng nhng Cng vng). Nh bn c th d on vi mt thng hiu xy dng tn tui ca mnh nh tnh chuyn nht, McDonalds c tp trung quyn lc mt cch mnh m. Hu ht cc quyt nh marketing v thit lp thng hiu u phi c vn phng trung ng Oak Brook thng qua. Nguyn liu dng cho Arch Deluxe c thng qua t nh bp Oak Brook. Qu trnh ny khc bit hn vi cc sn phm thnh cng khc ca McDonalds nh Big Mac, Hot Apple Pie, Egg McMuffin v Filet o Fish, tt c u c quyt nh t nh bp ca cc nh hng. Mt yu t ng ch khc v tht bi ca Arch Deluxe l sn phm ny c nghin cu thm d k lng trc khi gii thiu. Cc cuc nghin cu thm d u cho thy l ngi ta thch c mt loi burger c lm ring cho ngi ln. Bt hnh thay, s vic li khng din tin nh thm d cho thy khi sn phm c tung ra th trng.