RedBull: Ch b tt hc u cng ra tin

Thng hiu ny c ra i kh mun v cng kh vt v mi thnh danh, nhng ri n tr nn sng gi n bt ng, gip nhng ch nhn ca n tr thnh t ph trong thi gian rt ngn. N l biu tng pht trin mt thng hiu non tr thi hin i. Red Bull l tn gi ca mt loi ung tng lc. Khng bit th ung ny c tc dng nh th tht hay khng hay ch c qung co nh vy. Cng khng bit ngi ung c thc s cm nhn thy tc dng ca n hay khng hay ch tin vo qung co m cho rng nh vy? Ch bit rng n ni ting v sng gi bi tc dng tng lc c trong qung co. Thng hiu ny c ra i kh mun v cng kh vt v mi thnh danh, nhng ri n tr nn sng gi n bt ng, gip nhng ch nhn ca n tr thnh t ph trong thi gian rt ngn. N l biu tng cho s thng thin nhanh chng ca mt thng hiu non tr trong thi hin i. N ni ting v c a chung ti mc t ngi tin rng n cn t tui n nh vy. tng n tht tnh c Lch s ca thng hiu ny bt u t nm 1982, khi ngun t tm trng nhm chn ca mt anh chng gim c kinh doanh ca mt cng ty tm tm o. Khi y, ci tn ca anh chng ny v ca cng ty kia gn nh chng c ai bit n trn thng trng. Anh chng c tn Dietrich Mateschitz v cng ty kia l Blendax, mt cng ty sn xut thuc nh rng nh ngn vn cng ty khc. Mateschitz khi 38 tui, ngi o, v lm c 10 nm cho cng ty, ht ngy di li m thu vt v nhiu ni trn th gii bn sn phm cho Blendax. Thuc nh rng Blendax khng n ni ti, nhng cng chng h ni ting. Mt ngy no trong nm 1982, Mateschitz ngi chi trong snh ch khch sn Mandarin Oriental Hong Kong, lt gi tp ch Newsweek tiu khin. Anh ta tnh c mt n danh sch nhng ngi Nht Bn ng thu nhiu nht cho chnh ph Nht Bn v c thy ci tn ng Taisho, chuyn sn xut mt loi ung tng lc rt c a chung Nht Bn nhng li gn nh v danh trn th trng Ty u. Mateschitz ngh rng c th lm c nhng g m ng Taisho lm c Nht Bn. Thc t sau ny cho thy Mateschitz khng ch lm c m cn lm tt hn c ng Taisho. tng thng mi ha mt loi ung nh vy trn cc th trng khc ca th gii hnh thnh Hong Kong v gip Mateschitz cng cng s tr thnh t ph. Mateschitz tm hiu v pht hin ra Thi Lan cng c mt th ung tng t, tn l Krating Daeng, nhng cn r hn c th ung ca Nht Bn v c gii ti x ng di Thi Lan rt a chung. Mateschitz tm n hng sn xut loi ung ny v c hai thnh lp ra mt lin doanh ly tn l Red Bull, n gin v Red Bull l tn ting Anh ca Krating Daeng, c ngha l con b tt . Trn biu tng ca thng hiu Red Bull c hnh hai con b tt ang chi nhau cng c ngun gc t . B tt vn c coi l biu tng ca mnh m v nam tnh, c phn hung hn y nhng li c hiu l phong v tnh cch ca n ng, c bit l gii tr. Nm 1983 Mateschitz mua bn quyn th ung ny. Nm 1984 Mateschitz thnh lp Cng ty trch nhim hu hn Red Bull, ng tr s ti Fuschl o, mt lng nh ch vi gn 1500 dn. Phi hn 10 nm sau Red Bull mi chinh phc c th trng gn 160 quc gia trn th gii, bn ra hn 4 t hp ung hng nm, t doanh s gn 4 t USD. Mi y, khi tay ua Cng thc 1 Sebastian Vettel ginh vng min v ch th gii Dubai th Red Bull chnh thc tr thnh mt phn ca th gii bi i ua ca Vettel thuc s hu ca Red Bull v chin thng ca Vettel l chin thng ca Red Bull. Trong th gii thng hiu rt him c thng hiu no trong thi gian ngn n nh vy m li thnh cng n mc nh vy. Marketing, marketing v li marketing tng ch n gin vy cho nn b quyt thnh cng ca Red Bull khng phi ch , m l ch thng mi ha thng hiu v kt hp pht trin thng hiu vi thng mi ha thng hiu. Marketing, marketing v li marketing c coi l chin lc pht trin thng hiu ny. Red Bull l ung, nhng cng ty ny ch c i ng chuyn v tiu th sn phm ch khng c x nghip ch bin ra ung y, khng c mng li nh xng ng hp ung, khng c h thng nh kho cha ung v cng chng c i xe vn ti chuyn dng vn chuyn ung n cc ca hiu. cng l c th khin Red Bull c nht v nh trong th gii thng hiu. Mt phn ba doanh thu c s dng cho marketing. T l chi ph vn cho marketing Red Bull v ch th gii. Phi mt kh nhiu thi gian v sau khi vt b hn 100 xut Mateschitz mi chn c khu hiu qung b v tip th cho Red Bull l "Red Bull chp cnh bay". Cc nh phn tch th trng khi nghin cu v thnh cng ca thng hiu ny u nht tr cho rng khu hiu marketing y l mt trong nhng b quyt thnh cng ca thng hiu Red Bull. Chin lc marketing ca Red Bull cng c o him thy. "Chng ti khng em sn phm n khch

hng m a khch hng n vi sn phm", ng Mateschitz khng giu gim trit l marketing ca mnh. Khng bit lm nh vy c tri vi nguyn l marketing thng dng hay khng, ch bit rng n rt c dng i vi Red Bull. thc hin chin lc marketing y, Mateschitz t chc ci gi l "nhng s kin marketing", c ngha l dng danh ngha thng hiu t chc nhng s kin vn ha v th thao ln, c bit l nhng loi th thao b coi l thi qu, khng t nguy him v ri ro nh nhy t thp cao xung, ua my bay m hnh, ua xe a hnh, bng v ua t. Red Bull khng tm kim nh ti tr hay bo tr cho cc mn th thao hay cc cuc thi u th thao m l nh t chc chnh nhng s kin th thao nh th. Khng hn sai khi c ngi cho rng Red Bull u c vo th thao. qung b cho chnh nhng s kin y, Red Bull xy dng hn mt khu ring sn bay, thnh lp ring mt hng pht thanh v truyn hnh, mua li khng t i bng chuyn nghip mt vi quc gia chu u v c bit l u t vo i ua ring gii ua xe t Cng thc 1. Nhng chiu thc marketing y thc s l nhng tuyt chiu m thin h khng th bt chc thnh cng c nh Red Bull. B quyt thnh cng ca thng hiu ny cn ch c tnh dng gi bn t tng gi tr sn phm. Mt hp Red Bull ung ch hai hi di l ht m t ngang vi mt cc sm banh. Bn t th hin ng cp, ngi ung c th chng t s snh iu, to phong cch, ngi khng ung cng phi bit n. Tht ra, thnh cng ca thng hiu xut pht t vic Red Bull thng mi ha ham mun ca triu triu ngi tr tui trn 160 quc gia. H nh mt tro lu trong th gii hin i thi ton cu ha, tm l mun chi nhiu hn ngh, mun thc nhiu hn ng, mun ph cch nhiu hn l tun th khun php, mun khc bit nhiu hn ging nhau. Nh m Red Bull ni chung v Dietrich Mateschitz ni ring c th kim tin c d nh chi.

(Theo Ng Ph - Din n Doanh Nghip)

Lng nghe i th thay v thng

Khch hng l thng nhng khch hng khng phi lc no cng ng. Th hin s i hi i khi v l ca khch hng, ng ch tp on xe hi ni ting nht th gii Henry Ford tng ni: Nu ti hi khch hng ca mnh mun g, h s tr li rng h mun mt con nga chy nhanh hn. Quan nim khch hng l thng l hon ton sai lm Trn thc t, khng t tp on ni ting hng u th gii tng mc sai lm khi qu lng nghe khch hng. Vn l mt hng chuyn doanh my tnh, vy m ch trong vi nm xut hin my tnh c nhn (PC), hng sn xut IBM khng h ngn ngi, xa s hon ton dng sn phm PC truyn thng ny. Hnh ng ny bt ngun t nhn nh ca nhng ngi qun l d liu trung tm-khch hng, rng: Sau s ra i Laptop, PC s khng c tng lai. Tuy vy, hu qu xu nht xy ra, khi c v nhn nh trn t pha khch hng n sm vi thp k. C hai cu chuyn va k ra minh ha kh r cho s liu lnh v mo him khi lng nghe khch hng c bit l vic tham kho kin ca h v s i mi v nhng bin ng th trng. Chng ti chng kin kh nhiu s mo him nh vy v chc chn n s cha dng li vo nm 2010. Hu ht cc doanh nghip u tm n khch hng c ci nhn su sc hn. Nhng cng trnh nghin cu Hy khch hng ln ting nh du c cu sn xut ph bin hin nay. Theo , nhng cng ty s dng cc chng trnh qun l ti nguyn khch hng (Salesforce.com ( CRM - news - people ) l mt trong s ny) thng tm n nhng khch hng c th mang n lng u vo ln nht, bi theo nh lut Pareto, 20% khch hng s to ra ra 80% doanh thu. Nhng cng khng c l do g gii thch vic nhng khch hng ny c bit l c nhn thc tt. Trn thc t, khch hng t khi bit h cn g ngoi vic mun nhiu hn, tt hn, nhanh hn v r hn. Ngi tiu dng, c bit l nhng khch hng ln ang b kha trong chnh sch ca cc doanh nghip: khng mun tm iu g thc s mi, nht l khi iu c ngha rng l h s phi u t phng thc mi, h thng mi v chu trnh mi, v rng, thay i khng phi l th h tm kim. Ch yu ngi tiu dng mun cn cn nghing v pha mnh c li th trong mi quan h gia ngi bn ngi mua, vi hy vng h c th tit kim chi ph. Ngc li, doanh nghip li ch yu mun bn c thm nhiu sn phm. "Tm hiu th hiu khch hng" ch l chin thut ngn hn. N dn n vic gim gi khi lng nhiu hn, gi c ph hp v cnh tranh, nng cao cht lng sn phm, ci tin dch v, gim bt tn kho v t ng ha hn - tt c v mc tiu trao i vi nhiu n t hng ln hn. Tuy vy, nhng iu ny ch thc y doanh nghip trong ngn hn. Hu ht cc nh qun l bng lng vi vic ly kin t khch hng ca mnh. iu ny nghe c v hp l, gip bo v cng nh m rng vic kinh doanh hin ti. Nhng trn thc t, n khng cho h bit lm th no tn dng s thay i ca th trng, v nhng thay i thm ch c th lm doanh nghip mt i mt lng khch hng, li nhun v c thu nhp.

n c nh khi th trng bin ng, nhng khch hng tng c ly kin s nhanh chng b qua cc gii php m doanh nghip a ra, nhanh chng t b vic kinh doanh vi doanh nghip v li cho s thiu nhanh nhy vi chuyn i t chnh doanh nghip ny. Do vy, mt li khuyn c a ra l: tin xa hn ch khng ch l nhng k hoch ngn hn, ng tip thu qu nhiu t pha khch hng, nht l nhng khch hng ln. H s ch ni nhng g m doanh nghip qu hiu. Thay vo , hy tp trung s ch vo cc i th cnh tranh, nht l cc i th yu th hn. Cc doanh nghip khng thy nguy c ca vic tham kho kin khch hng Tp on Tribune, mt cng ty truyn thng c th lc vo nm 2000, c v tr vng chc trn lnh vc truyn hnh, s hu cc i a phng v nhiu b phn ca truyn hnh cp, bao gm Food Network. y l doanh nghip sm ng u v mng Internet, c vn u t American online v l ng sng lp CareerBuilder.com, Cars.com v rt nhiu cc trang web khc. Nhng tm im thnh cng phn ln li nh vo bo giy, dn u l Chicago Tribune. n na cui ca thp k, nhng ngi t mua bo di hn bt u ly nhiu thng tin t Internet. Tribute cm thy nc ci trc ngh l mi ngi s thay th vic c bo giy bng bo in t v phng vin c thay bng blogger (ngi vit nht k in t) H khng th tng tng c rng s lng khch hng ca mnh thc s gim st. Tribune gi nh s t quy nh hn ch vic ng qung co ln bo giy mc qung co v rt nhiu cc nh qung co khc cng b p t quy nh ny v d nh l cc nh sn xut, cc i l hay l cc nh phn phi in nh cng vi qung co ca h. V d cng ty qung co online nh Craigslist (mng li tp trung cc cng ng trc tuyn, cho php phn loi qung co min ph) hin nay c gi mi dm s dng l ch yu c a ra bi 1 v iu hnh ca Tribune khi ng ny by t quan im ca mnh v vic cho qung co ln mng m ko nhn ra rng chnh vic ng qung co li c nguy c ph hng cng vic lm n. eBay cng c a ra nh mt v d, ng ni eBay by gi nh mt gara bn hng trn mng ch ko phi l ni ngi ta c th bn nhng th gi tr nh mt chic t (trn thc t, eBay ng ra phi l khu thng mi sm ut ch bn cao cp qua mng). Google th hon ton ngc li. Cc qung co trang ny hon ton khng phi l mi e da vi doanh nghip no bi chng khng phi l qung co a phng. C th ni chnh vic a s mi ngi s dng google m hng ny c th a ra cc quy nh cht ch cho vic qung co trn trang web ca mnh. Sau vic phn loi khch hng qung co c xa b. Nm 2006, cc cng ty t dnh 25% ngn sch qung co trn bo cho vic qung co trc tuyn. Thay v qung co trn bo, cc hng phim cng b nhiu chi ph hn cho cc on bng qung co trc tuyn ca mnh. Sam Zel, lnh o cng ty Tribune nm 2007 Khi Sam Zell lnh o Tribune vo nm 2007, ng ny nhiu ln ni rng ng c n bn t bo mi ngy. ng chc chn rng mi ngi s vn tip tc c v cc doanh nghip th khng ngng mua ch qung b sn phm ca mnh ti khch hng. Thc t, ng ta hon ton sai lm. Ch trong 2 nm, Tribune b ph sn. Vic hi khch hng mun g khng h gip cc nh qun l i ph vi bin ng th trng, m s d chng cc i th cnh tranh trn lnh vc truyn thng s gip doanh nghip thy r nhng thay i bt kh khng sp ti.

CSC, EDS v cc nh cung cp dch v cng ngh thng tin khc nghe cc chi nhnh dch v ca mnh gii thch ti sao h thch thc hin phng php c quyn v ti sao h li mun c nhng ngi dn a phng thnh tho dch v ca h. H ch giu nhng nh cung cp ngoi quc v khng hiu c khch hng. Sau , dch v t vn Tata Infosys trin khai h thng phn phi ton cu, trong s dng lao ng c o to vi chi ph cao gp 10 ln, c th l xa b cc dch v cung cp cng ngh thng tin truyn thng. Trong n lc bo v cng ty ca mnh, nhng doanh nghip c rt lui x l nhng hp ng ln nhng khng hiu qu, trnh s cnh tranh ca cc cng ty quc t. CSC sng st nh vo hp ng vi chnh ph v EDS th hu nh lm n tht bi trc khi c HPQ mua li. thnh cng, doanh nghip phi lun nhn vo i th ca mnh. Th trng s t ng bc l nhng thng tin m khch hng khng cp n thng qua cc hot ng cnh tranh. D thy rng, cc trung tm cng ngh thng tin nc ngoi ang ni ln nhanh chng, nhng bng vic tp trung vo cc khch hng hin thi, nht l nhng khch hng ln, cc cng ty ang b qua nhng bin ng c th cp i mt lng ln li nhun. Vic tp trung vo cnh tranh trn th trng s gip doanh nghip tn ti v pht trin bn vng. Hy theo di cc i th pht trin cng nh khng pht trin; quan st thi ca khch hng ch khng ch nghe nhng g h ni, v xem cc khon thu ca i th bin chuyn nh th no k c khi h ang cn yu t. Ch c nh vy, doanh nghip mi c th duy tr kh nng cnh tranh v c ci nhn su sc hn tt c cc t chc khch hng chin lc trn th gii. Theo VNMedia