Mc Donalds: Hot ng t chc v nhng quyn thng hiu

Hin nay c hn 30 000 ca hng McDonalds trn 119 quc gia. Trong nm 2003, chng phc v cho hn 16 t khch hng, tng ng mt ba n tra v mt ba n ti cho mi ngi trn ton th gii. Vi doanh thu 40 t dollar trn ton cu, McDonalds tr thnh cng ty cung cp thc phm ln nht th gii. Vi nt gii thiu Khi anh em nh Mc Donald, Dick v Mac khai trng ca hng u tin vo nm 1940 San Bernardino, Caliornia, h khng th tng tng ra s pht trin k tch ca h thng nh hng ny. T mt s khi u kh khim tn, h tnh c pht hin ra mt th thc bn sn phm cht lng cao m gi thnh r v nhanh chng. Tuy nhin, ch n khi Ray Kroc-mt ngi bn hng gc Chicago c nng khiu marketing - cng hp tc th cng vic kinh doanh mi bt u tin trin. Anh ta nhn ra rng s thnh cng tng t vi m hnh ca McDonalds c th p dng trn ton nc M v cc vng ln cn. Hin nay c hn 30 000 ca hng McDonalds trn 119 quc gia. Trong nm 2003, chng phc v cho hn 16 t khch hng, tng ng mt ba n tra v mt ba n ti cho mi ngi trn ton th gii. Vi doanh thu 40 t dollar trn ton cu, McDonalds tr thnh cng ty cung cp thc phm ln nht th gii. Nm 1955, Ray Kroc nhn ra rng cha kha thnh cng l nhanh chng m rng kinh doanh. Cch tt nht t c l thng qua hnh thc nhng quyn thng hiu Ngy nay, hn 70 % ca hng McDonalds c iu hnh theo phng thc ny. Ti Anh Quc, nh hng c chuyn nhng u tin m vo nm 1986. Hin nay c trn 1200 nh hng cng vi hn 70000 nhn cng, trong c 36 % c qun l bng hnh thc nhng quyn,

Bi vit ny a ra mt s nghin cu v s thnh cng ca vic nhng quyn v nhng nh gi v 3 mi quan h c bit tn ti gia ngi c nhng quyn, ngi nhn quyn v nh cung cp. Nhng quyn l g? Mc Donalds l mt v d in hnh v nhng quyn thng hiu, cho php bn nhng mt hng mang nhn hiu Mc Donalds cho nhng ngi mun kinh doanh t nhn,hay cn gi l ngi nhn quyn. Nhng tha thun trong giy php cho php McDonalds i hi hnh thc sn xut hoc nhng phng thc qun l v cht lng ca sn phm. y l mt tha thun m c th lm hi lng cho c hai bn. Thng qua vic nhng quyn, Mc Donalds c th s hu hoc k hp ng thu v tr hoc mt nh hng. Nhng ngi nhn quyn s mua nhng vt dng, thit b v quyn s dng s chuyn nhng ny trong vng 20 nm. m bo s ng b trn ton th gii, tt c nhng ngi c chuyn nhng phi dng nhn hiu Mc Donalds c tiu chun ha, cc thc n, cch b tr thit k v h thng qun tr. Nhng thun li ca pha nhn quyn a. T mnh lm ch p li, pha nhn quyn ng iu khin nh hng ca h theo tiu chun v cht lng, v dch v, v v sinh, v gi tr ca McDonalds. McDonalds thng xuyn kim tra cht lng u ra ca bn nhng quyn, nu nhng tiu chun khng c duy tr, h c th b rt giy php. Bn nhn quyn cng mong mun s quan tm ca pha a phng. Ray Kroc tin tng rng mt doanh nghip phi kinh doanh da vo cng ng trong mi hot ng ca n. Pha nhn quyn, di s hun luyn v ng h ca Mc Donalds, s iu hnh vic kinh doanh ca mnh. Cng ty nhn quyn t hoch ton l li cho chnh h.Vic ny khin h kinh doanh mt cch tch cc hn v s t quyt nh s thnh cng ca mnh. b. Bn nhng sn phm cht lng cao v n nh

Trong trng hp ny, sn phm c cng nhn trn ton cu. Phn ln nhng doanh nghip v nhng sn phm mi b tht bi thng l do phi chi ph nhiu cho vic nghin cu v pht trin cn thit. Tuy nhin th thc ca Mc Donalds c th nghim v kim tra thnh cng. Ray Kroc khng nh rng tt c nhng i l ca Mc Donalds bn ra nhng sn phm nh nhau v t c cht lng tng ng, iu ny dn ti s tiu chun ha ca quy trnh v s ch ln vo chi tit. Quy trnh ch bin trong nhng nh hng Mc Donalds c phn nh, lm vic theo quy trnh gip cho nhn vin lm vic c hiu qu cao v thch nghi vi tt c cng vic. S phn chia lao ng v t l quay vng cao ca mt ca hng nht nh s lin quan n li th kinh t theo qui m. i vi pha nhng quyn, vic ny c th rt ngn mt cch ng k kh khn ca vic thnh lp nhng doanh nghip t nhn. Bn thn ngi nhng quyn khng cn thit phi pht trin sn phm hay t chc nghin cu th trng vi chi ph kh cao. V h s khng phi lo lng nhiu v thi ngi tiu dng i vi sn phm ca mnh. McDonalds h tr h v nghin cu th trng. c. S hun luyn ban u k lng Mi ngi nhn quyn phi hon thnh mt chng trnh hun luyn y thi gian, ko di khong 9 thng, m h phi t tr hc ph. Kha hun luyn ny rt cn thit. N bt u vi cng vic trong nh hng, mc ng phc v hc v mi th t bp nc cho n vic chun b thc n phc v khch hng v lau dn. Kha hun luyn nng cao hn ti trung tm hun luyn a phng tp trung vo nhng lnh vc nh qun tr kinh doanh, k nng lnh o, lm vic theo i, nhm v h tr thng tin khch hng. Pha c chuyn nhng s phi tuyn chn, hun luyn v thc y lc lng lao ng ring ca h, nn h phi hc tt c nhng k nng ca vic qun l nhn s. Trong sut khong thi gian cui, hc vin hc cch sp xp v kim sot hng ha, li nhun, nhng ti khon b l vn v s hp php ca vic thu v s dng cng nhn. Thng th khng c s chuyn nhng no ca Mc Donalds phi yu cu mt cng nhn no lm nhng vic m h khng mun . iu ny c th s l mt s khch l ln cho cng nhn. d. Vic h tr lu di

Mc Donalds cam kt rng vic nhng quyn khng ch dng li vic o to. S thnh cng v li nhun ca Mc Donalds lin kt cht ch vi s thnh cng ca nhng chi nhnh. Mt nhm c vn chuyn nghip cao cp s h tr t vn cho bn mi th t ngun nhn lc n kim ton v my tnh. Nhng nh t vn c th tr thnh i tc kinh doan gi tr ca ngi nhn quyn v l ngi a ra cc tng. e. Li nhun t vic thc hin tip th ton cu ca Mc Donalds Mt thng hiu bao gm tn, gi c, biu tng hoc mu thit k (hay nhng th lin quan) c th nhn ra sn phm ca mt t chc no vi nhng sn phm khc ca i th. S pht trin k l ca Mc Donalds vn c coi l nh vo s to thnh thng hiu ng nht. Thng hiu ca Mc Donalds, The Gorden Arches, v tn nhn hiu ca n tr thnh mt trong nhng biu tng ph bin nht trn th gii. Ti Anh, Mc Donalds thy c s cn thit ca mt chnh sch marketing ph hp. t c thnh cng, mt t chc phi bit c mun ca khch hng, nng cao cht lng sn phm lm hi lng h, iu chnh gi hp l v lm cho sn phm c nhiu ngi bit thng qua qung co. Qung co trn in nh v truyn hnh ng mt vai tr v cng quan trng trong s tip th ha hp ca Mc Donalds . Hin nay mu qung co ln nht ca Mc Donalds c pht trn truyn hnh Anh. i pht thanh v nhng mu qung co trn bo thng a ra nhng thng tin nhn mnh cht lng ca thnh phn sn phm. Nhng hot ng qung co, c bit bn trong nh hng, c vai tr c bit li ko khch hng thng xuyn quay tr li nh hng. Tt c nhng li nhun ca cc chi nhnh thu c t vic tip th quc gia v gp vo chi ph ca n, mt khon ph chim 4,5 % gi thnh sn phm. Ngoi ra li nhun ca cc chi nhnh t nhng chng trnh nghin cu th trng nh gi thi v nhn thc ca khch hng. H mun mua nhng sn phm g v vi gi c nh th no? H so snh th no vi sn phm ca i th cnh tranh? Bt c mt sn phm mi no khi a ra th trng cng c kim tra v cng nghim khc nn chi nhnh s a ra mt kin ph hp c kh nng thc hin trc khi n c thm vo thc n. Vic gii thiu sn phm c nghin cu v kim tra , rt ngn ng k nhng kh khn cho cc chi nhnh.

u t vo ti tr cng l mt phn trng tm ca quy trnh xy dng thng hiu. Vic ti tr - Cp bng th gii - Th Vn hi Olympic - Hip hi bng Scotland - Hip hi bng Bc Ailen - Hip hi bng x Wales gp phn lm tng thm s ni ting ca nhn hiu Mc Donalds. Tuy nhin, ngy nay Mc Donalds vn i theo s tin tng ca Ray Kroc, ng h Tidy Group Britian v Ground World Trust v c nhng hat ng cng ng a phng. f. D bo Mt vn ln na cho nhng doanh nhn mi l d on bao nhiu doanh nghip s hng ng v gii quyt kh khn ca vn chi thu hoc nhng kh khn lin quan vic bun bn qu mc tiu th. Doanh thu v li nhun t u ra s nhiu, ph thuc vo phm vi quc t rng ln v nhng bin ng bn ngoi. Ngi nhn quyn i hi c nhng d bo v doanh s, v li nhun trung bnh ca McDonalds thng trn 20% doanh thu. g. Nhng i mi: Trong khi cc chi nhnh phi ng iu khin nh hng ca h theo cch ca Mc Donalds, tht ra vn cn tn ti nhng vn cn i mi. Nhiu tng cho nhng mn mi trong thc n n t nhng chi nhnh p ng i hi ca khch hng. Pht trin sn phm mi l thit yu i vi cc doanh nghip, ngay c doanh nghip a vo thnh cng mt thc n c hn ch trong nhiu nm. Khu v ca khch hng thay i theo thi gian v mt cng ty cn p ng nhng thay i . i mi s gip to nn nhng ng lc v cho php cng ty la chn khai thc hoc t chi cc th trng tim nng. Dominos Pizza Pizza ca m ng thnh cng hn vi nhng quyn

Dominos Pizza do Tom Monaghan sng lp vo nm 1960 v vi mc tiu ban u ca ng l m 3 ca hiu vn chuyn pizza. l l do ti sao c 3 du chm trn logo. Mc d gp nhiu kh khn, nhng vi nhng n lc khng ngng ngh, cng ty c n b xng ng. M hnh kinh doanh ca Tom pht trin ln v thnh cng hn rt nhiu so vi nhng g m ng tng tng tng. Thng qua hnh thc nhng quyn phn phi, Dominos pizza tr thnh ngi dn u th gii trong vic vn chuyn pizza v l 1 trong nhng doanh nghip nhng quyn thnh cng nht trn th gii. Ngy nay, cng ty ny vn ang pht trin ln mnh vi hn 7,500 ca hiu trn 50 th trng quc t. Bn cnh vic truyn ti 1 li cam kt n nhng sn phm, dch v, hnh nh v s an ton cao cp, Domino khuyn khch n tt c nhng doanh nghip c nhng quyn thc y nhng mi quan h tch cc vi nhng cng ng m h phc v, vn chuyn n nhng ngi dn 1 iu g hn l ch vn chuyn nhng mu bnh pizza thm ngon. Nhng doanh nghip c nhng quyn m c gng lm theo phi nh rng vic nhng quyn vi Dominos pizza ko ch n gin l s u t v tin bc m cn l s u t v thi gian, cng sc v c nim say m. Dominos pizza Group (DPG) l nhng g c bit nh l ngi nhng quyn chuyn nghip. iu ny c ngha l Dominos Pizza Inc cng nhn nhng c quyn DPG s hu, hot ng v nhng quyn nhng ca hiu Dominos pizza c v Ireland. DPG l 1 cng ty con c s hu hon ton ca Domino's Pizza UK & IRL plc m c phiu ca n c giao dch Alternative Investment Market (AIM) ca sn giao dch chng khon London. Dominos c mt thnh tch n tng c v Ireland. S thnh cng thc s ca

n nhng th trng ny bt u t gia nhng thp nin 1990 khi m nhng quyn thng hiu c tin hnh bi bn v chuyn nghip bi anh em nh Halpern, nhng ngi c c kinh nghim lu nm trn lnh vc ny. Dominos Pizza Group ra i nh trung tm iu hnh chnh, h tr tch cc nhng i tc nhn quyn trong vic qun l v pht trin ng b thng hiu v h thng phn phi Domino. Sn phm v dch v Dominos pizza l 1 dch v vn chuyn pizza - khng phi l 1 ca hng thc n nhanh, khng phi l ca hng bn thc n mang v v cng khng phi l 1 nh hng. Domino tn ti l thc hin nhng nhu cu cn bn ca nhng khch hng cn mt ba n nng, mi, cht lng cao c vn chuyn mi lc v vo lc cn thit. Vic vn chuyn 1 phn pizza nng, mi trong vng 30 pht l 1 tr ngi ln, do c th hiu ti sao mi ngi gi Dominos Pizza l nhng chuyn gia vn chuyn pizza. Dominos khng ngng ci tin v i mi lm cho khch hng cm thy ngy cng tin li v thch th. y l cng ty giao pizza u tin nhn t hng thng qua mng li ti vi v h thng mng ton quc gia, v cng l cng ty u tin s dng cng ngh Heatwave c nhng ti thc n nng hi. Nhng chng trnh o to tm c th gii, m c gn vi cht lng thc n n nh v thi d lich s nh nhn ca i ng nhn vin phc v, ngha l nhng doanh nghip c nhng quyn c trang b y k nng v yu t tr thnh nhng chuyn gia phn phi pizza theo ng cch ring ca h. Thng hiu gi vng s u t ca nhng doanh nghip dc nhng quyn v c ng ca cng ty cng nh vic lm ca nhng thnh vin, DPG u t rt nhiu thi gian v tin bc gi vng danh ting v uy tn cho thng hiu. Hot ng tip th dc ti tr bi Qu Qung Co Quc Gia (NAF) c lp bi hi nhng doanh nghip c nhng quyn. H tr doanh nghip nhn quyn Cc doanh nghip c nhng quyn va l khch hng va l i tc kinh

doanh. Cng vic ca DPG nhm h tr vic kinh doanh Pizza ca cc doanh nghip v i ng bn hng tng cng li nhun v nhm bo m tt c cc ca hng ln nh u phi tiu chun ca thng hiu. thc hin c mc ch, DPG thu 1 i ng hn 250 ngi lm vic h tr trong 1 h thng cc ca hng Anh (Milton Keynes va Penrith) v Ireland (Naas). Cc doanh nghip nhn quyn cn lm va lng khch hng qua vic xut sc v iu hnh, tiu th nhanh v li nhun cao. Mi thnh vin ca i h tr DPG u nhm ti ci ch ny. DPG cn a ra nhng tho thun cam kt s phn phi n cc doanh nghip mun u t v tiu chun dch v cao. Nhng h tr trc mt v thng nin ca DPG cho cc doanh nghip nh h thng thng tin, dch v thc n, iu hnh qun l v tip th cho cc doanh nghip l hon ton chu trch nhim, c ngi giu kinh nghim v k nng iu hnh a doanh nghip ca chng ta pht trin thnh cng. Sau khi ng k lm doanh nghip c Dominons Pizza nhng quyn, i tc mt 1/3 tun c tham gia Chng Trnh Pht Trin Doanh Nghip. Chng trnh ny s trang b cho bn nhng kin thc v k nng cn thit gm tt c cc khu t lm pizza v qun l ngi, n dch v khch hng v h thng my tnh, chng ti chc chn bn c th sn sng m ca hng u tin ca mnh. Source: Lantabrand.com Nhng chin lc marketing c nht v nh

C rt nhiu chin lc marketing khc nhau, nhng c l ch nhng chin lc marketing c o nht mi pht huy ht vai tr thc s trong vic thu ht khch hng. iu ny i hi mi doanh nhn cn c s phn tch, nghin cu k th trng v iu quan trng l c cht t s thng minh. 1. Phng theo cc mn n hong n l cch m nh hng Hasvey nm ti bang California, M, do mt ngi Trung

Quc lm ch thc hin hng chc nm nay. Cc mn n y kinh doanh hon ton phng theo phng php lm cc mn n trong cung nh ca cc hong Trung Quc. nh hng ny lun ch n tm l khch hng. Khch hng lun c tnh cm thn b, ngng m, bt chc no i vi cc hong . c bit l nhng ngi dn phng Ty, h rt c hng th i vi cc mn n hong Trung Quc tng n. Thm ch tng thm cm gic thn b ca cc mn n trong cung nh, nh hng cn su tm thm rt nhiu truyn thuyt v cc mn n cung nh, tp hp thnh nhng cu chuyn hp dn ly k, sau cc nhn vin nh hng li gii thiu mi khi phc v khin cho khch hng nghe xong cm thy thm phn hng th. Mi y, th trng thnh ph Washington, M t chc bui tic ti nh hng ny. Cc nhn vin phc v b ln mt a thc n v khng qun gii thiu rng: C mt ln T Hy Thi Hu trong gic ng m thy n bnh nng tht bm. Sng sm hm sau cng va vn ngi u bp cng chun b bnh nng tht bm. Hong hu ngh rng y l im lnh may mn nh . Mn bnh nng m hm nay cc v n chnh l mn bnh nng tht bm y y. Mong cho mi ngi n mn ny vn s nh , lun lun may mn. Li c phc v va dt dn n nhng trng v tay khng ngt khin ng th trng Washington v quan khch rt xc ng. V th trng vui mng by t rng: Lm sau nu n California ti nguyn s li n ch cc bn. Chnh cch kinh doanh tuyt vi khin cho nh hng ting tm lng ly, khch t nhiu ni v y thng thc. 2. ng tin gp may T lu khng ch chu m c cc nc Anh, M, ngi ta tin rng nu b mt s ng tin vo v tin mi th s gp may. Tn dng iu ny, mt ca hng bn l ca M thng xuyn b vo mi v v ti xch ca ca hng mnh mt ng 5 cent, ng thi in thm dng ch sau y vo danh thip c l cch lm ca chng ti hi c l nhng cu chc bn gp nhiu may mn. Chi ph cho vic qung co ny chng ng l bao nhiu, nhng ti xch, v tin bn chy nhanh chng khin cho ca hng tr nn ni ting. Cn v trng quy lp tc c thng chc v cao hn. 3. Ca hng t ng gim gi Trn mt ng ph M c mt to nh 8 tng gn ch Phrin to nh ny chnh l cng ty bn l Phrin. ca hng ny c mt cch tiu th c bit l t ng gim gi cho cc loi hng ho, phng thc l: hng ho ca ca hng ny u c t ng h gi theo thi gian. Sau 1 thng c th h xung s 0 c ngha l em tng hoc lm t thin. Mi mt th hng by bn trong ca hng ny bn cnh bin gi cn c bin ghi ngy thng bt u bn. Trong vng 12 ngy k t

ngy bn u tin hng c bn nguyn gi, nu hng ny khng bn c th t ngy th 13 tr i t ng gim gi 25%, nu hng c gi tr l 200 USD th ch cn 150 USD. Qua 6 ngy na m vn khng bn c th gim tip 25 gi na tc l 50% so vi gi bn ban u, nu hng gc l 100 USD th gi ch thu 50 USD. Li qua 6 ngy na hng ny vn khng bn c th gim tip 25% gi na tc l 75% so vi gi bn ban u. Nh vy, hng gi 100 USD gi ch thu 25 USD. Li qua tip 6 ngy cui cng ca thng nu vn cha khng c ngi mua th hng ny em tng cho cc t chc t thin x l. Chnh cch bn hng t ng h gi nh vy ca cng ty ny chng minh rng hot ng kinh doanh ca h rt thnh cng. Khch hng n vi ca hng lc no cng ng nm np. S c vn t ra rng, gi s nu khch hng no cng ch n khi h gi my mc gi mi mua th ca hng s l vn mt. Song cc nhn vin ca hng u gii thch rng: a s khch hng ch i gim gi t 1 l x n mua, khng ai dm ch n t khc, bi v nu h gi m khng mua th s ngi khc s mua li mt. V th khng ai bo ai, h tranh nhau cc hng ho y. 4. Li dng hiu ng nh hng dy chuyn Mt ca hng Php bn cc g ni tht, th nhng sut ba tun k t ngy khai trng ca hng khng c khch hng no bit n ca hng. ng ch ca hng bn tm n John Smith, mt chuyn gia ni ting v kin trc ni tht ni rng: Ca hng ti c nhiu g ni tht nhng sut ba tun qua chng c khch hng no oi hoi n, nay nh ng gip , ng c i vi vng xung quanh ca hng ti, trc khi b i th quay u nhn li, ti s tr ph tn cho ng trong cc ngy . Smith ng lm theo li thnh cu ny ca ng ch ca hng. Smith vn l mt chuyn gia ni ting v ni tht gia nh, nay mi ngi thy Smith xut hin my ngy lin c vng i vng li ca hng, nhn nhn, ng ng, trc khi ri i li quay u li nhn mt cch ra v tic r khin cho lp tc ai cng n xem bnh phm g ni tht ca ca hng. Lp tc ca hng khng nhng tiu th mnh sn phm ca mnh m gi c cn tng ln ng k. iu ny chng t ng ch ca hng l ngi rt gii thut bn hng, ng ta bit li dng nh hng ca ngi ni tng am hiu v g ni tht trn th trng khin sn phm ca ca hng bn c nhiu, gi li cao. Gillette - Th tt nht m qu ng c th c c

Mt cu chuyn nh v thng hiu dao co mt c a s qu ng a chung hin nay v nhng b quyt Marketing trong ...

Gillette - Th tt nht m qu ng c th c c Nm 1895 ti hnh ph Boston (M), mt ngi n ng lm vic bn cng ny ra tng v mt loi dao co mt an ton. Thng hiu Gillette ra i t v ngi n ng ny v sau c gi l King Camp Gillette.

King Camp Gillette Nhng tng cha phi l tt c, Gillette cn phi c tin c th thc tham vng ca mnh. Th l hng ngy ng phi vt v ti lui cc ngn hng v doanh nghip trong thnh ph xin vay vn m ra cng ty Dao co An ton Gillette trc khi c th tin hnh th nghim sn phm ca mnh vi cng chng. Khng phi d dng vay c tin khi cc nh u t lun e ngi b tin ra cho mt d n cha c kim nghim thc t. Ngi n ng ny phi n lc trong tm nm tri c th sn xut ra c nhng dao co v nhng li lam an ton ca mnh. Thm ch khi vic sn xut thnh hnh, ng vn phi vt v lm yn lng nhng nh u t v trong nm hot ng u tin, Cng ty Gillette ch c th bn ra c tt c c 51 b dao co v 168 li lam. R rng l vic to dng c mt doanh nghip vi quy m ton cu khng phi l chuyn d dng.

Mt nm sau - nm 1904, mi lc bt u tng ln. Tin tc v mt loi dao co an ton khng lm t cm ngi s dng c lan truyn rng ri, to nn mt hin tng truyn ming ln nht tng xy ra trong lch s marketing hin i v lng cu lp tc tng vt. Nm tip , Gillette bn ra hn 250.000 dao co v ng nhin l nhiu li lam hn. H m ra mt vn phng London v mt xng sn xut khc Paris. Thm ch trong thi i tip th vi rt, vic doanh s tng vt t 51 n v ln 250.000 trong khong thi gian hai nm cng l iu kh hp l. Ti sao s pht trin mang tnh hin tng ny li xy ra? iu ny kh d hiu. Gillette thay i hon ton mt th trng. H khng pht minh ra vic co mt nhng to thnh mt sn phm hon ton mi mt sn phm c s dng hng ngy bi mi ngi n ng v l mt ci tin r rt i vi vic co mt trc . pht trin ca Gillette vn tip tc. Nm 1915, Gillette bn ra hn 7 triu li lam v nm 1917, dao co Gillette c hn 3 triu qun nhn M s dng. Vo khong thi gian ny, King Camp, khng th tin vo vn may ca mnh, quyt nh n lc ng cn phi ngh ngi. ng di n Califorrnia v sng n cui i nh mt l thuyt gia x hi. King Camp qua i vo nm 1932, th 77 tui, khp li mt cuc i y thnh cng. Trong sut th k 20, Gillette dn m rng tr thnh mt thng hiu hng u th gii. Nm 1953, h gii thiu vi th trng loi bt x bng co ru - c xem nh mt sn phm m rng thng hiu hon ho nht bi v c s dng cng vi sn phm gc. H cng tung ra nhng thng hiu khc na nh nc kh mi dnh cho qu ng, Right Guard. Ngoi ra, Gillette cn ch to nhng sn phm hon ton mi nh: Trac II (loi dao co hai li c gii thiu vo nm 1971), H thng dao co cm ng (nm 1990) v loi dao co Mach 3 li (nm 1998) vn l sn phm bn chy nht hin thi. Gillette ng thi cng cn l mt cng ty y tham vng, h c c mt danh sch di nhng cng ty m h mun mua li; cc thng hiu m h mua gm c: Braun, Oral-B, Waterman v Parker. Nm 1996, Gillette cn l mt lin doanh chnh trong v sp nhp vi Duracell. Ngy nay, Gillette c xp hng l mt trong mi thng hiu gi tr nht trn th gii v vn tip tc cung cp nhng sn phm dao co c a chung nht. B quyt thnh cng: Tnh nam tnh. Nhng qung co nhm vo qu ng lun c Gillette nhn mnh n nhng gi tr nam tnh ca thng hiu. Nn nh, dao co Gillette khng ch dnh cho nam gii m cn gip nh ngha h. Trong cc mu qung co ca Gillette, n ng l nhng ngi anh hng, ngi cha v ngi tnh tuyt vi vi n ci rng m trn mi trn nn nhc rock trm trm. Th tt nht m qu ng

c th c c l cu khu hiu qung co quen thuc ca Gillette lm ni bt cht lng v cht nam tnh ca sn phm dao co an ton ca thng hiu ny. Tnh t ph. Nhng sn phm tt ra i t vic thm d th trng. Nhng sn phm tuyt vi ra i t vic nghin cu v pht trin, Tng gim c iu hnh trc y ca Gillette ng Alfred Zeien ni th. Nhng ta cng nn nh rng, Gillette c c v th nh ngy hm nay l chnh nh h sng to ra nhng sn phm hon ton mi da trn tnh i chng v v tinh thn tin phong. Barack Obama - tr thnh Tng thng M nh E-Marketing

E-Marketing l mt cng c mnh m trong chin lc truyn thng hin nay, c th ni knh Marketing ny c s dng hu ht t cc doanh nghip nh cho ti tp on ln trong mi chin dch qun b hnh nh. Mt v d in hnh v sc mnh ca E-Marketing l vic Tng Thng Barack Obama p dng trit internet v cc mng x hi trn con ng tin ti Nh Trng ca mnh...

Barack Obama - tr thnh Tng thng M nh E-Marketing Qua mt cu chuyn c tht ni v V Tng thng da mu u tin ca nc M v l mt trong nhng v tng thng tr tui 47, mt ngi mi ch c 4 nm

kinh nghim trn chnh trng. Obama chnh l tm gng thnh cng cho tt c chng ta mun a thng hiu, sn phm, dch v ca mnh nhanh chng v hiu qu n hng chc triu ngi trong mt thi gian ngn nht. Vo nm 2000, trong chin dch tranh c ca ng Bush, do Karl Rove v Ken Mehlman iu hnh, m ra hng i tin phong trong vic s dng nhng mc tiu vi m nhm ti nhng ngi ng h tim nng mi. Vo nm 2004, chin dch tranh c tng thng ca Dn ch, do Howard Dean lm Trng ban vn ng, c ghi nhn l chin dch tranh c u tin nhn ra sc mnh tim tng ca internet gy qu v li ko tnh nguyn vin, mt sn chi m gi y ng Obama m rng n mc tuyt i. Mt v d in hnh l anh Zachary Zabel, hi trng tng hi sinh vin i hc Pennsylvania, ng ra vn ng cho ng Obama. Anh Zabel ni: Chng ti ng k cho c tri i bu nhiu hn bt c khun vin i hc no khc quc gia ny. Sinh vin ny lin lc vi sinh vin kia, s dng nhng hnh thc cng ngh mi nh Facebook, gi tin nhn qua in thoi di ng, nhng phng tin vn ng cha tng c s dng trc y.

Bit tn dng Internet t "rao bn" mnh, ng Obama c mt chin dch tranh c khng ging vi bt c mt chin dch tranh c no trc y. M ra mt k nguyn mi mt cuc cch mng v phng thc tranh c tng thng to nn v th c lp hn, gim sc p t cc nhm li ch ( cc nh ti tr). Qua Internet, v thng ngh s da mu ny thu ht c 1,5 triu nh ti tr v thnh lp trang web www.barackobama.com vn ng gii c tri tr. Mt nhm nhng tnh nguyn vin vn ng cho ng cn gip gi i 500.000 E-mail v trong nhng thng cui, gii ng h ng, thuc mi thnh phn, tham d vo cc phng tin truyn thng a phng gy qu cho ng. Trang web chnh thc ca Obama cho bit tnh nguyn vin dng cng c lin lc c tri gi gn na triu cuc gi vo ngy 1/11. Trang web chnh thc Barackobama.com c nhng mc nhm n nhng i tng c th, c tim bn lu nim, ni ng gp tin ng h cho chin dch, hay thm ch my tnh trc tuyn tnh xem mnh s c gim thu bao nhiu nu Obama thng c. Trang

web ny c 1,5 triu ngi ng k tham gia chnh thc. Tng cng, Obama thu ht c 600 triu la M tin quyn gp ng h chin dch tranh c v mt phn khng nh trong n t cc khon ng gp qua mng.

10-15 nm trc y, nu bn l mt ng c vin Tng thng, bn phi c hai iu: S ng h trong ng, v s ng h ca gii truyn thng. Truyn thng y chnh l cc mng li truyn hnh v cc t bo in ln. Nhng Obama ch ra rng bn khng nht thit phi c 2 th . Tin ng c c tranh c bng nhng khon ng gp nh t Internet. Chin dch tranh c ca ng Obama nh vy hin din trn 16 mng lin kt v chia s thng tin, t cc mng Internet ph bin nh Facebook (trn 2 triu ngi kt ni so vi khong 600.000 ngi ca ng McCain) n mng chia s hnh nh Flickr. Trong tun l tranh c cui cng, c 70 on video c a ln YouTube. D nhin, thu ht ngi vo xem, video c nhng cnh ngi ta khng th tm thy trn cc i truyn hnh truyn thng nh cnh chun b din vn m thng c hay cnh gia nh ng Obama chun b sau sn khu trc khi ra n nhn chin thng m 4-11. Trn Myspace.com

hay trn Youtube.com

V nhiu knh truyn thng khc.... Khi ng Obama tuyn b chn ng Joe Biden lm ng c vin ph tng thng, nhng ngi ng h trc c ng k s in thoi di ng u nhn c tin nhn trc gii bo ch, to cho h cm tng h l ngi nh. Khng c cng ngh thng tin khng th lm c iu tng t. ng Obama cng l ng c vin tng thng duy nht cho qung co trn cc tr chi in t. Tng cng, chin dch ca ng qung co trn 18 tr chi, trong c

cc tr chi rt c a chung nh Guitar Hero hay Madden 09. y l loi qung co n, v d hnh nh ng Obama xut hin trn cc bch chng trn nn tr chi Hay vi chic in thoi iPhone tng gy st vi ngi tiu dng, b my tranh c ca Obama tung ra mt phn mm nh chy trn iPhone cho php ngi s dng cp nht thng tin tranh c ngay trn in thoi ca mnh. Mt chin dch vn ng tranh c khng khc l bao so vi mt chin dch marketing sn phm. Nhng cng c m Tng thng Obama s dng t rao bn mnh cng ging nh cng c m cc cng ty dng bn sn phm. Chng ta c th hc c t iu v internet tn ti mt s hp tc a phng din v a phng tin to mt sc mnh n by khng l a cc doanh nghip i n thnh cng vt qua cc khi nim truyn thng v tr tng tng ca con ngi. Obama v cc tr l ang chun b k hoch a cc phng tin giao tip trn Internet thnh mt b phn trong c cu thng tin v truyn thng ca Nh Trng. Trng tm ca chng trnh m rng cng giao tip bng cng ngh cao ny l mt c s d liu th in t cha hng chc triu a ch e-mail ca c tri m Obama tng s dng trong chin dch vn ng tranh c ca mnh. ng Obama lu gi kho a ch e-mail nh mt kho bu, v chc chn ng s s dng n mt cch hiu qu nht phc v cho cng vic iu hnh t nc. Ngoi danh sch a ch e-mail , Obama cn kt ni vi hng ngn thnh vin cc nhm tnh nguyn ng h ng Dn ch. Cch ng Obama s dng cng ngh thng tin chim u th trc i th c l s cn c phn tch trong thi gian ti v nc M khng thiu cc cuc vn ng tranh c, t chc th trng n chic gh thng ngh s v c cuc vn ng tranh c tng thng nm 2012. Ngun: http://www.interbrandmedia.com CHUYN ANH CHNG BN TO V PHN KHC TH TRNG

C chuyn ng ngn nh th ny:

"C mt anh chng n bn to. Mt ph n i qua hi mua: -To c ngon khng vy? Anh chng xi li: -To ngon, ngt lm ch . Ngi ph n lc u b i: -Rt tic ti li thch n to chua kia. Mt lc sau mt c gi khc i n. Rt kinh nghim ln trc, ln ny anh ni to chua nhng c gi b i v c ta ch thch to ngt. C nh vy khi anh ni to ngt th ngi ta li thch to chua, ngc li nhng ngi thch to ngt b i khi anh qung co l to chua. C bui ch anh ta chng bn c tri to no." Cu chuyn ny c v hi cng iu, nhng ta cng thy mt iu rng: Anh chng bn to kia v c mi m chy theo th hiu tng ngi m b tht bi. Trong marketing, ngi ta phn chia phn khc th trng l tho mn tt nhu cu ca mi phn khc, bi v mi phn khc th trng c c im, s thch, thi quen..khc nhau m sn phm khng d g p ng c. Nhiu khi phn khc cc nh (thng gi l ngch th trng niche market) nhng bit cch khai thc th thnh cng hn l chy theo nhiu phn khc. Li ni v anh bn to trn, nu anh ta ng qu tham lam, ch i theo mt phn khc l nhng ngi thch to ngt hoc nhng ngi thch to chua th t ra anh ta cng bn c to ch khng n ni m nh trn. Nhiu doanh nghip Vit Nam hin nay c suy ngh ging nh anh bn to n: C sc p ng mi nhu cu ca khch hng bng cc khu hiu tht ku: ca mi nh, khp t nc, dnh cho mi ngi. H hy vng bng cch s bn c nhiu sn phm cho nhiu ngi hn m qun rng mi khch hng c nhng nhu cu khc nhau, h khng sn sng b tin ra mua nhng tnh nng h khng h cn n hoc khng ph hp vi h. V th h s chuyn qua nhng sn phm p ng c nhu cu c trng ca h. Hy ghi nh bi hc ca nc hoa Champagne. Khi h c gng li ko thm khch hng cho sn phm nc hoa tuyt nh sang trng ca mnh bng cch gim gi xung, h khng nhng khng c thm khch hng m khch hng c cng t b Champgne khi cm thy mnh b xung gi theo nc hoa. iu ngc li cng vy, hy tng tng Miss Saigon tung ra sn phm Miss Saigon Delux vi ng cp ngang vi CK, Channel hy d bo xem n s thnh cng hay tht bi? Chc chn l tht bi bi v nhng khch hng hin ti s khng chp nhn nc hoa gi cao, dn quxtc cng s khng xi nc hoa thng hiu Miss Saigon cho d n sang n my bi t Miss Saigon gi ln cm gic nc hoa r tin ri.

Bin php cho trng hp ny l t tn khc bit hon ton cho sn phm v khng bt c g dnh dng n Miss Saigon. Thc t cho thy c nhiu thng hiu tp trung vo mt phn khc khch hng nht nh thnh cng rc r. WOW l thi trang nh dnh cho ph n v l nhn hiu thnh cng. Nu WOW m rng sang trang phc cng s th cha chc khch hng tm n. Ngn hng Sacombank, chi nhnh 8/3 tng ngn hng dnh cho phi p thnh cng ngoi mong i. Ngc li, nhng thng hiu tham lam nh M Ho th kh tn ti v lu v di. Hin nay M Ho bn mnh khu vc nng thn vi phn khc khch hng bnh dn. Nhng khi th hiu khch hng tr nn kht khe hn th kh c th chp nhn dng loi du gi cng tn vi nc ra chn, nc lau nh, bt git, nc ty nh cunh th. Cch tt nht l M Ho nn t tn khc nhau cho tng dng sn phm. Ch c nhng sn phm hng tiu dng nhanh, mang tnh i chng th mi c th marketing v bn i tr. Xe hi BMW th khng th no cho khp Vit Nam ging Coca cola c. Hy ghi nh: ng tham lam, hy sng sut la chn cho thng hiu ca mnh mt vi phn khc th trng ph hp v tp trung ton lc vo vic p ng nhu cu phn khc y. V ri thnh cng s sm n vi bn. Cu chuyn v thng hiu Levis

.Cu chuyn v thng hiu Levis Ai cng bit rng th trng thi trang ph thuc v gn lin vi th hiu. M s thch v th hiu ca con ngi li thay i lin tc. Do vy th gii thi trang cng i thay thng xuyn v rt nhanh chng.Th nhng vn c trng hp ngoi l rt c bit. l nhng chic qun jean hay cn gi l qun b. C l chng c mt mt qun o no d khng thay i kiu dng m li vn mt, vn l thi trang snh iu c a chung t c hn mt trm nm nay nh qun b. V ngi c tn vinh l ng t pht minh ra qun b l Levi Strauss.

Thng hiu qun b Levis ca Levi Strauss ngy nay c nh gi l mt trong nhng thng hiu hng ho t nht th gii, vi gn 4 t USD. Qun jean v thng hiu Levis t khi ra i nhanh chng pht trin v len li vo mi tng lp x hi. Cng vi nc gii kht coca cola, thi trang qun b tr thnh biu tng ca vn ho ngi M, li sng ca ngi M. Rt kh gii thch mt cch y v thuyt phc v sao nhng chic qun b m Levi Strauss pht minh ra li c a chung n th. V nht l ti sao mt thi trang qun b khng b lc hu d tri qua n gn chc th h. Chnh ng t qun b Levi Strauss nu cn sng cng khng th tng tng ra iu . c bit hn, khi sinh thi, qun b m Lev Strauss pht minh ch l mc lao ng. Th nhng iu k diu xy ra trn thc t l qun b tr thnh qun trng din, khng ch cho gii bnh dn m c gii snh iu thi trang. Qun b ca Levi Strauss vt qua bin gii nc M, b vo chu u, chinh phc chu u ri c th gii. Khng ngc nhin sao c khi m khng ch thanh nin, lp tr m gi y c thiu nhi, c nhng em nh mi i mu gio cng kho c ra ng hay n trng trong nhng chic qun b mu xanh. T nhng nm 50 ca th k 20, ngi ta khng nh y l th k ca qun b. Qun b c nhng giai on c coi l mt loi qun ng phc khng th thiu c ca gii thanh nin. Hin nay, qun b vn li tip tc l mt qun c a chung ca th k 21. D l ngi

dn tc no, x lnh hay min nhit i, ma ng bng gi hay ma h nng nc, qun b vn c trng din mt cch y kiu hnh, nht l vi lp tr. T nm 1986 tp on Levi Strauss & Co cn a vo th trng nhn hiu Dockers dnh ring cho cc sn phm bng vi kaki ang rt c a chung v c mt ti hn 60 nc trn th gii. Cng ty Levi Strauss & Co do Levi Strauss thnh lp hin nay l Tp on quc t chuyn kinh doanh qun jean ln nht th gii. Qun jean bt ngun t M nhng ngy nay gn nh khng cn c sn xut M cho d n c mt ti gn150 nc trn th gii. Tp on Levi Strauss & Co c tr s chnh ti San Francisco vi hng chc c s sn xut vi khong 12.000 cng nhn, ch yu t ti cc nc c nhn cng r nh chu , M latinh v ng u. Mi nm doanh thu bn hng ca tp on t khong trn 4 t USD. Bt u l qun bo h lao ng Levi Strauss vn l ngi Do thi, nh c ti c. ng sinh nm 1829 ti lng Buttenheim pha bc x Bavaria. Gia nh Strauss rt ngho. Hai ngi anh ln ca Levi b sang M kim sng t rt sm. Nm Levi Strauss 16 tui, cha ng b bnh mt sm. Cuc sng gia nh ng rt kh khn. Nm 1847, Levi Strauss cng vi m v hai em gi quyt nh ri b chu u mong i i nc M, min t ha ca rt nhiu ngi lc . C gia nh sng nh ca hng nh bn qun o ca hai ngi anh Jonas v Louis New York. Vo u nhng nm 50 ca th k 19, mt s m vng pha ty nc M c pht hin. V c mt ln sng ngi lao ng x v California o vng. Nm 1853, khng chu c cnh sng nh hai ngi anh, Levi Strauss cng b nh theo nhng ngi o vng n San Fransisco. Tuy nhin, ng khng i o vng m ch c nh lm dch v cho h. V sau nhn li th qu y l mt quyt nh rt sng sut. Chng c vn ling g, Levi Strauss quyt nh li m ca hng qun o v tp ho nh trn c s s hng ho ca hai ngi anh cho mang theo. Levi Strauss bit cht t may v v nhn sa cha v may v qun o cho cng nhn o vng. Cho ti mt ngy, mt th o vng ngh ng may cho mt chic qun bo h tht bn, tht chc mc i lm hng ngy. ng lc nh ht sch vi may qun, Levi Strauss cht ny ra tng ly cun vi bt, dy v kh th, vn ch lm bum cho thuyn ln hay lm lu ng trn ng c may qun cho th o vng. Chic qun b u tin ra i t v lc u n c mu nu, c dy eo. Ngi th o vng qu sung sng v tho mn bi chic qun lao ng n gin nhng chc chn, rt ph hp vi ngh o vng lun phi di chuyn, c st vi vch , hm m... Ngi ny mch ngi kia, cui cng Levi Strauss phi may rt nhiu qun b cho th o vng. Khi i mua vi, Levi Strauss chn vi

bng dy, dt th v c nhum mu xanh. Nhng chic qun b do Levi Strauss may v bn ngy cng c bit n v t hng nhiu hn. Bng sng ch cho nhng chic inh tn Mt c tnh mang li th vt tri ca qun b l rt bn, i hi cc ng may phi rt chc chn. Levi Strauss phi dng loi ch tt nht v phn ln l may hai ng song song cch nhau chng 5 mm. Tuy vy, chic qun b c a chung nh ngy nay vn thy l nhng chic qun b c tn inh bng ng cc mp ti. Nhng Levi Strauss li khng phi l ngi u tin pht minh ra iu . Ngi u tin ngh ra vic ny l Jacob David, cng l mt th may v l mt khch hng thng xuyn ca Levi Strauss. C mt ln, khch hng yu cu David may qun bo h lao ng sao cho cc ng may mp ti tht chc v rt hay b rch, t ch ch ny. ng ny th nghim nhiu cch, ht thay ch tht tt ri may hai ba ng v cui cng l tng dng inh m tn ng vo cc mp ti qun v pha di ca cc a qun gi tht lng. V tht ngc nhin, nhng chic qun bo h lao ng khng ch bn hn nh nhng chic inh tn m tn thm v p cho qun. Ngi t may nhng chic qun rt nhiu. Jacob David rt mun ng k pht minh n gin m c gi tr ny nhng ng th may ngho khng c tin ng ph ng k bn quyn. Mc ph 68 USD ngy nay cha chc mua c mt chic qun b Levis loi tt nhng cch y hn 130 nm li l mt ti sn rt ln. Mt chic qun b lc ch c bn vi vi chc cent m thi. Nm 1872, Jacob David gp Levi Strauss ngh hp tc nu Levi Strauss b tin ng k bn quyn cho pht minh ng inh tn vo cc mp ti qun b. Trc c hi kinh doanh bt ng, Levi Strauss ng ngay v lch s ca chic qun b c a chung khp th gii chnh thc bt u t . Nhng chic qun b mu xanh ca Levi Strauss gn nh khng c my thay i cho n nay. Chinh phc th gii vi thng hiu Levis T nm 1873 tr i, Levi Strauss bt u ni ting vi sn phm qun b ca mnh. Khng ch c cng nhn o vng m tng lp ngi lao ng, cng nhn cc ngnh ngh ai cng sm cho mnh mt, hai chic qun b. Ch ring trong nm 1873, Levi Strauss sn xut c tng cng 72.000 chic bng vi bng dy mu xanh. Xng may ca Levi Strauss hot ng ht cng sut m khng kp cung cp hng vi mt th trng nh vy, li nm trong tay bn quyn pht minh, Levi Strauss quyt tm m rng qui m sn xut. C bao nhiu tin vn ng u huy ng u t. C s may c Levi Strauss giao cho Jacob David qun l, cn ng i m cc c s mi. Ln lt mt, hai ri ba nh my may qun b c m San Francisco v vng ln cn. Levi Strauss phi tuyn

gn 1.000 th may lm vic chuyn ct may qun b. Levi Strauss c thc v xy dng thng hiu rt sm. to ra s khc bit d thy gia qun b Levis v cc loi qun b khc, Levi Strauss ngh n vic gn cho chic qun mt ci mc n tng. Chic mc qun Levis bng da m ngy nay ngi ta vn thy trong mi chic qun b Levis c t nm 1886.Khi Levi Strauss dng hnh nh ang ging co ko mt chic qun b gia chng t s chc chn, bn lu ca sn phm qun b. Nhng chic mc ni ting ny c in bng mu nht hay mu da cam l phn khng th thiu c ca qun b ni chung v qun b Levis ni ring. Trong cc mu m qun b ca Levi Strauss th Levis 501 c bit ni ting v t gi nht trong cc loi qun b. Thng hiu ny ra i t nm 1890. Khi nhn va nhp mt dy chuyn may cng nghip mi c k hiu l 501, Levi Strauss t lun tn Levis 501 cho dng sn phm mi ca mnh. Hin nay, qun b Levis 501 khng ch t gi nht m cn l loi qun b c mua nhiu nht. Cch y 2 nm, tp on Levi Strauss &Co k nim bn chic qun b Levis 501 th 3,5 t k t ngy chnh thc ra i cch y trn 130 nm. Theo s liu thng k th mt chic qun b hiu Levis 501 may cch y hn 120 nm, gi bn khi l 1 USD th nay c bn u gi mc l 46.532 USD. K lc ny nm 2001 c ghi nhn l k lc Guinness cho gi mt chic qun b. Levi Strauss c tn vinh l ng t ca nhng chic qun b v cng nh nhng chic qun b Levis m Levi Strauss tr thnh mt i triu ph vo thi k u ca th k 20. Tuy nhin, Levi Strauss cng sm c bit n l mt ngi giu lng nhn i. Nhiu nm lin, ng trch li nhun ca mnh h tr ngi ngho kh. ng cng c bit tm huyt vi lnh vc o to v lp ra qu ti tr mang tn ng v qu ny cn tn ti n ngy nay.