7 bc lp K hoch marketing hon ho!

Category: Chin lc Published on Tuesday, 10 May 2011 08:46 Written by Vu Tuan Anh Hits: 199

xy dng mt k hoch marketing hiu qu khng cn n c mt cy i th. Trn thc t, bn hon ton c th phc tho mt k hoch hon ho cho hot ng kinh doanh ca mnh ch trong vng 1 ngy. bt u, ng lo lng v cch vit hay qu ch trng m bo cho k hoch c honh trng. Bn ch cn ly mt chic bt ch, mt t giy v bt tay vo vic!

Bc 1- Hiu r th trng v cc i th cnh tranh ca bn Mt li ln m

nhiu ch cng ty mc phi l lao vo sn xut hay cung cp sn phm, dch v ngay trong khi vn cn thiu hiu bit v th trng, cng nh mong mun v nhu cu ca khch hng. Nu bn c gng bn mt ci g m mi ngi khng mun, th hin nhin h s khng mua. iu ny tht r rng. Mt th trng sinh li bao gm tp hp nhng khch hng tim nng c nhng nhu cu cha c p ng, bn cng nh trng vo s thiu ht bao nhiu th h s cng quan tm v sn sang mua sn phm/dch v ca bn by nhiu. Mt th trng sinh li c th c so snh vi mt chic h ti c hng nghn con c ang b b i. Tt c nhng g bn cn lm l nm vo tht nhiu mi cu v ngi ch s lng ln c cn cu. c c nhng hiu bit v th trng, bn nn t ra cc cu hi sau v t tr li: - Nhng th trng no ang cha c phc v thch ng? - Th trng c ln to ra li nhun? - Bn cn phi c c bao nhiu th phn cn thit? - Liu c s cnh tranh ln ti th trng sn phm/dch v bn chun b cung ng? - u l im yu ca cc i th cnh tranh m bn c th tn dng? - Liu th trng c mong mun v nh gi cao nhng sn phm/dch v m bn s a ra?

Bc 2- Hiu r khch hng ca bn Hiu r ngi tiu th mt cch tng tn

l bc u tin m bo cho hng ha/dch v ca bn c tiu th tt. Ch khi bit r cc khch hng l ai, h mong mun nhng g v iu g s khch l h mua sm, bn mi c th chun b c mt k hoch marketing hiu qu. Bn ng nhm ln gia mong mun v nhu cu. Mi ngi c th khng nht thit phi mua sm nhng g h cn, nhng h chc chn s mua nhng g h mun. V d, chc bn tng nghe ni v vic mt ai n ca hng mua mt i qun lt h cn nhng ri ri nh hng vi mt chic o v mt i giy mi? Hay bn ngh th no v nhng b ni tr thng ngy i vo siu th mua

mt t sa v trng nhng ri i ra vi bnh pizza, bnh quy b v nhiu bnh ko khc. Mi ngi s mua nhng g h mun (thm ch c khi tin bc eo hp!), ch khng phi nhng g h cn. thc s bit r khch hng, bn cn t ra cho bn thn mt vi cu hi nh sau: - Cc khch hng tim nng ca mnh mua sm cc sn phm/dch v nh th no (ti cc siu th, trn web, hay giao hng ti nh)? - Khch hng quan trng nht l ai v ai hay iu g c nh hng nht n quyt nh mua hng ca h (v hay chng, cc i l bn hng, cc nh qun tr d n hay th k,...)? - Cc thi quen mua bn ca khch hng l g? V d, khi cn thng tin th h tm u (trn bo ch, truyn hnh, truyn thanh,...)? - ng c mua sm ca khch hng l g (gip ci thin vc dng, hnh th; phng trnh bnh tt; tr nn giu c; tr nn ni ting; cuc sng thoi mi hn;...)?

Bc 3 - La chn phn khc th trng thch hp nht Nu bn ni rng

khch hng m bn nhm n l tt c mi ngi th s khng ai l khch hng ca bn c. Th trng ngy nay qu nhiu cc i th cnh tranh. Bn s gt hi nhiu thnh cng hn nu nhy vo mt chic ao nh thay v i dng rng ln. Hy la chn mt phn khc th trng c th m bn c th mnh nht v tp trung vo , sau y bn hon ton c th quan tm ti vic chuyn ti phn khc th trng th hai (nhng phi sau khi bn thng lnh phn khc th trng th nht!). Bn c th l mt lut s chuyn v bi thng thit hi, hay mt nh phn phi xe th thao qua s dng, mt nh git kh l hi o len c uy tn,... hy v ln bc tranh v hot ng kinh doanh ca mnh. Hy chc chn rng bn la chn c mt phn khc th trng thu ht s quan tm ca bn nht v bn cng d dng tip cn vi n nht. Khng c g ti t hn vic la chn mt phn khc th trng khng th tip cn c hoc tip cn c phi tn km hng ni tin.

Bc 4 - Pht trin thng ip marketing ca bn Cc thng ip marketing

ca bn khng ch ni vi cc khch hng tim nng nhng g bn lm m cn thuyt phc h hy tr thnh khch hng chnh thc. Bn nn xy dng v pht trin hai loi thng ip marketing. Thng ip marketing th nht nn ngn v i thng vo im chnh. Mt vi ngi gi loi thng ip ny l bi pht biu qung b (elevator speech) hay nhn hiu truyn thanh (audio logo). l cu tr li ca bn cho cu hi: Vy, cc ngi lm nhng g?. Thng ip th hai l thng ip marketing hon chnh c trong tt c cc ti liu xc tin v qung b kinh doanh ca cng ty. c c mt thng ip marketing hp dn v thuyt phc, phi c cc yu t sau: - Ty thuc vo loi sn phm/dch v m bn nhn mnh hoc khi gi nhng nhu cu tim n ca khch hng tim nng mc tiu. -

Minh chng rng nhu cu quan trng n mc cn c tha mn ngay, khng chm tr. - Gii thch v vic ti sao bn l cng ty/c nhn duy nht c th tha mn hiu qu nhu cu cho khch hng. - Gii thch v nhng li ch m mi ngi s nhn c t vic s dng sn phm, dch v hay gii php ca bn. Nu nhng v d hay s chng thc t cc khch hng m bn nhn c cho thy bn gii quyt thnh cng trong vic tha mn cc nhu cu tng t. Gii thch v cc mc gi, ph v iu khon thanh ton. - Mt s m bo, bo hnh v iu kin.

Bc 5- Xc nh phng tin truyn thng marketing ca bn Nh cp

trn, s rt quan trng vi vic la chn mt phn khc th trng d dng tip cn nht. Khi bn tin hnh tm kim mt phng tin truyn thng marketing ring, bn s hiu c tnh ng n ca li khuyn . Phng tin truyn thng marketing ca bn chnh l chic xe giao tip lin lc m bn s s dng truyn ti nhng thng ip tip th ca mnh. Vic la chn mt phng tin truyn thng marketing em li hiu qu ln nht so vi s tin b ra l rt quan trng. iu ny c ngha rng bn phi la chn mt phng tin truyn thng c th gi thng ip tip th ca mnh ti hu ht tt c cc khch hng tim nng vi mc chi ph thp nht. Di y l nhng cng c tuyt vi bn c th la chn truyn ti rng ri cc thng ip marketing: - Qung co trn bo ch p phch qung co - Cc cuc thi - Cc bi bo gii thiu - Cc bui hi tho Qung co trn truyn hnh - Bng hiu - Tin ng gp qung b hnh nh Giao nhn trc tip - Cc lp hc t xa - Qung co trn truyn thanh - Biu ng Hi ch thng mi - Trang vng - Cc bi vit - Qung co phn loi - Th newsletter - S kin t thin - Mng li - Hi tho kinh doanh - Bng co th Take-one box - Tip th t xa - Qung co trn cc tp ch chuyn ngnh - Cc s kin c bit - Th cho hng - T ri - Email - Qung co trn phim nh - Qung co ezine - Bu thip - Qung co treo trn ca - Cc i l - C quan truyn thng trung gian - Tng i fax - Ti liu gii thiu nng lc cng ty - Chng nhn qu tng - Truyn khu - Website - Chng trnh gii thiu, xc tin ti cc hi ngh - Danh thip kinh doanh - Catalogs - Ni chuyn trc cng chng iu quan trng nht chnh l vic s dng phng tin, cch thc truyn thng thch hp sao cho thng ip marketing ca bn i vo lng ngi nghe. S khng hiu qu khi qung co cho th trng cng ng khch hng l nhng ngi v hu bng m thanh mnh m, m v c tc nhanh,.... Trong trng hp ny cch thc truyn thng khng thch hp vi cc khch hng mc tiu. Thnh cng s n khi bn kt hp hon ho nht tt c 3 yu t trn.

Bc 6- t ra cc mc tiu marketing v bn hng Cc mc tiu l iu v

cng thit yu cho thnh cng ca bn. Mt c mong l mt mc tiu khng c vit ra thnh vn bn. Nu bn khng hoch nh c th cc mc tiu trn giy t, th thnh cng mi mi ch l c mong m thi. Khi xy dng cc mc tiu marketing v bn hng, bn hy s dng cng thc SMART - theo m bo cho mc tiu ca bn c: (1) Sensible - Hp l, (2) Measurable - C th nh gi, (3) Achievable - C th t c, (4) Realistic - Thc t, v (5) Time specific - C th v thi gian. Cc mc tiu ca bn nn bao gm nhng yu t ti chnh nh doanh s bn hng thng nin, li nhun thun, doanh thu trn mi nhn vin bn hng,... Tuy nhin, chng cng nn bao gm cc yu t phi ti chnh nh s lng sn phm bn ra, cc hp ng c k kt, s khch hng mi, cc bi bo ng ti,.... Mt khi bn t ra c cc mc tiu , hy thc thi nhng quy trnh tt c mi nhn vin trong cng ty u thm nhun. Chng hn nh: xem xt li cc mc tiu trong nhng bui hp bn hng; th hin trong cc poster qung co; trao cc phn thng cho nhng nhn vin hon thnh mc tiu;....

Bc 7- Xy dng ngn qu marketing ca bn Ngn qu dnh cho hot ng

marketing ca bn c th c xy dng theo mt vi cch thc khc nhau tu thuc vo mc tiu m bn t ra. S tt hn c nu bt u bng nhng tnh ton c chng v sau dn dn nh hnh nhng con s c th hn tu thuc vo tnh hnh thc t. u tin, nu bn tin hnh hot ng kinh doanh c trn mt nm v ghi li cc khon chi ph lin quan ti marketing, bn c th d dng tnh c chi ph c c mt khch hng mi, hay chi ph bn c mt s lng sn phm mi bng vic chia chi ph marketing nm c cho doanh s bn hng thng nin (chng hn nh s khch hng c c, s lng sn phm c bn ra,...). Bc tip theo l ly con s va nhn c nhn vi s sn phm m bn mun bn ra hay s lng khch hng m bn mun thu ht. Kt qu ca php tnh n gin ny s em li cho bn mt c tnh s b v nhng g bn cn phi u t p ng cc mc tiu bn hng trong nm tip theo. V mt k hoch marketing tun th Nguyn tc vng AIDA S tht thiu st nu K hoch marketing 7 bc - 1 ngy ca bn khng tun theo Nguyn tc vng AIDA. y l mt b 5 yu cu cn c trong mt chin dch marketing thnh cng m bn khng th b qua khi xy dng k hoch marketing: l A: get Attention (Li cun s ch ), I : hold Interest (Lm cho thch th), D: create Desire (To s ham mun) v A: lead to Action (Dn n hnh ng mua hng). S ch , cm gic thch th v lng ham mun ca khch hng i vi sn phm dch v ca mnh c th cha bn c c mt k hoch marketing thnh cng nht. iu quan trng lc ny l dn n hnh ng mua hng ca mi ngi. lm c nh vy, bn cnh s c o, bn phi th hin c s hu ch ca sn phm, tnh ton xem mc gi no s ph hp vi ti tin ca

khch hng v nu c th c l ph hp vi phong tc, tp qun ca h.

Kt Lun: Nh vy l bn c mt K hoch marketing 7 bc - 1 ngy.

N khng n ni qu kh nh bn tng. ng nhin, bn s cn hc hi thm i cht v vic chn phng tin truyn thng, v thng ip marketing thch hp v v cc chi ph lin quan,.... Nhng bn ng c gng bin cng vic xy dng v pht trin k hoch marketing thnh mt nhim v nng n. Hy nh quy tc 80-20: 80% cc kt qu ca bn s n t 20% n lc ca bn.