QUI TRNH MARKETING

Cng c phn tch th trng,

sng to
v chin thng trn th trng!

NI DUNG
1.
2.
3.

Ti sao li phi c thng hiu?

Mt s khi nim
Nm bc xy dng thng hiu
Hiu r ngi tiu dng (NTD)
nh v thng hiu ni bt
Khng ngng sng to sn phm mi
S dng phng php hin i truyn t thng hiu n NTD hiu
qu nht
Lm cho thng hiu tht s tr thnh mt phn ca cuc sng

4.

Cc v d nghin cu - Case study

PH LC
1.
2.
3.
4.
5.

Nhng k nng cn thit ca mt ngi lm marketing

Cch rn luyn c c nhng k nng v nng lc cn thit cho
cng vic marketing
Hng dn v cc phng php Nghin cu th trng
17 phng php Sng to thnh cng
Case study

1. TI SAO PHI C THNG HIU ?

100 nm trc y, cc Nh Sn Xut sn xut v thu nhn vin bn

hng i bn sn phm.
Do cnh tranh, NTD ngy cng i din vi qu nhiu sn phm m h
khng nh ht ni.
Mt khc, s pht trin t ca cc phng tin truyn thng (TV, bo
ch,...) dn n mt cch lm mi hiu qu hn:
To ra THNG HIU vi nhng c tnh ca n.
QUNG B, KHC SU THNG HIU vi nhng c tnh y vo su TIM v C
ca NTD.

Mc nhn thc ca NTD

V D
Car
A

Car
A
Car

Nhn thc:
Xe hi A

y l
Xe hi

Thi gian nhn thc ca NTD

Nhn thc &

Trung thnh
Xe A

2. MT S KHI NIM
Chng ta sn xut ra SN PHM. Nhng ci m
chng ta bn l THNG HIU (BRANDS).
THNG HIU tn ti MT ni duy nht
trong KHI C v CON TIM ca NTD:

Hnh nh ca sn phm / thng hiu

Gi tr ca sn phm / thng hiu m NTD cm
nhn
L do m NTD mua sn phm / thng hiu

Khm ph v khai thc ng ngh ca

NTD
l Cha Kho Vng m toang cnh ca thnh
cng cho Cng ty!

5 BC
XY DNG

THNG HIU

BC 1:

HIU R NTD Consumer Insight

Khi nim:
Hiu r NTD l tip xc vi NTD mt
mc su sc v khm ph c
ngh thc s ca h, t nh hng cho s pht
trin ca thng hiu.

BC 1:

HIU R NTD Consumer Insight

TM HiU CHIN LC

KHM PH SUY NGH

NTD

Cc thng tin v NTD cn u tin tm hiu

Thay i cch hot ng: Ly NTD lm

tm im

TNG HP

Tng hp mi hiu bit v NTD

TNG HP

Nui dng thng hiu bng cc tng

(insight)

CHN AN SC KHE
THNG HiU

Gim st v ng ph vi mi trng cnh tranh ca

thng hiu

*) Theo chiu kim ng h, gm 5 bc nh

V li!

BC 1:

HIU R NTD Consumer Insight

Gim st v ng ph
vi mi trng cnh
tranh ca thng
hiu

Cc thng tin v
NTD cn u tin
tm hiu

V li!
Nui dng
thng hiu
bng cc
tng (insight)

Thay i cch
hot ng: Ly
NTD lm tm
im

Tng hp mi hiu
bit v NTD

*) Theo chiu kim ng h, gm 5 bc nh

BC 1:

HIU R NTD Consumer Insight

1.1 STRATEGIC UNDERSTANDING

Ni dung:
Xc nh cc thng tin cn u tin tm hiu v NTD tp
trung su hn vo vic hoch nh chin lc, xy dng
thng hiu, t c nhng d bo cho chin lc kinh
doanh.

Tm quan trng:
y l mt K hoch c tnh chin lc, trong ch r
nhng l hng/khong cch v kin thc, t xc nh
nhng cng vic cn u tin theo th t.

C th ti phi lm g?
Cng ty phi t chc tng hp c mt b ti liu Nghin
cu th trng / Khch hng c cp nht hng nm

BC 1:

HIU R NTD Consumer Insight

1.1 STRATEGIC UNDERSTANDING

Bn Nghin cu th trng (Docket):

Gip d n kinh doanh thc s c xy dng
da trn nhng nhu cu thc ca NTD.
Gim bt vic iu tra nhng thng tin c th c
lng/on trc.
Cung cp nhng bng chng t thc t, nhng
hiu bit c bn v NTD v nhng phn on
gip manager c cc quyt nh t tnh ri ro hn.
Gip d n nhanh chng c trin khai.

BC 1:

HIU R NTD Consumer Insight

1.2 CONSUMER & MARKET INSIGHT

Ni dung:
t NTD vo v tr TRUNG TM v c vai tr quyt
nh mi hot ng ca Cng ty.

Tm quan trng:
Khi NTD l Tri Tim ca mi hot ng kinh doanh,
chng ta khng nhng phi s dng nhng cch
thc mi, m cn phi thay i tng phng
php lm vic ca mnh.

C th ti phi lm gi?:
T chc b phn Nghin cu th trng lm vic

BC 1:

HIU R NTD Consumer Insight

1.2 CONSUMER & MARKET INSIGHT

4 vic cn lm:
Tip xc trc tip vi NTD
Hun luyn cc phung php thc hin
Lp bo co v suy ngh NTD trn c s cc bo co Nghin
cu Th trng
nh gi tin trnh thc hin bng H thng nh gi

(Scorecard)

BC 1:

HIU R NTD Consumer Insight

1.2 CONSUMER & MARKET INSIGHT
1.2.1 DIRECT CONSUMER CONTACT

TIP XC TRC TIP VI NGI TIU DNG:

Cng ty cn gn NTD hn hiu r cc sn phm

ho nhp nh th no trong cuc sng hng
ngy ca NTD, t tp trung hn vo vic coi h
l Tri Tim ca mi tng kinh doanh.
Tuy nhin, vic ny t c u t. Cc cng ty
hay vin dn l do nh sau:
Thiu thi gian
Cho rng l cng vic ca nhng b phn khc
(marketing, nghin cu th trng,...).
Thiu tin tng vo s cn thit ca vic ny.

BC 1:

HIU R NTD Consumer Insight

1.2 CONSUMER & MARKET INSIGHT
1.2.2 COMMON METHODS

CC PHNG PHP THNG DNG:

Ty theo mc ch, c 4 lai iu tra th trng:

Tm chin lc?
Pht trin tng?
nh gi cc yu t trong k hoch marketing?
Theo di din bin trn th trng?

BC 1:

HIU R NTD Consumer Insight

1.2 CONSUMER & MARKET INSIGHT
1.2.2 COMMON METHODS

TM CHIN LC:

Habit & Attitude Studies (H&A)

Cung cp thng tin v cch m NTD suy ngh v s dng
sn phm/ dch v
Kh t tin. Ch nn thc hin 4 nm mt ln
S mu: ti thiu 500
Xem v d cu hi mu
Sau khi lm H&A, nn t chc Hi tho nhm pht hin
ra cc c hi
Cn thn khi thit k cu hi: phi tr li c mt
eiefu m bn mun bit

BC 1:

HIU R NTD Consumer Insight

1.2 CONSUMER & MARKET INSIGHT
1.2.2 COMMON METHODS

TM CHIN LC:

Observation Studes (OS)

Quan st v Ghi nhn mi hnh vi ca NTD trong mi
trng t nhin ca h, nhng hnh vi ny quen thuc
n ni NTD khng th nh ni, do khng th
phng vn h c!
Li ch:
Hiu c mt cch tng qut v NTD
Phc tho c sn phm, tng mi
Khm ph c cch NTD s dng sn phm so vi cch c
hng dn trn bao b
Hiu thm v cch h mua hng

BC 1:

HIU R NTD Consumer Insight

1.2 CONSUMER & MARKET INSIGHT
1.2.2 COMMON METHODS

TM CHIN LC:

Observation Studes (OS)

Nn dng camera thu li b sung thm cu hi: NTD
ang hnh ng nh th no v ti sao?
C 2 dng O/S chnh:
Nhn v khng xen vo
Quan st, t cu hi v o c cc thng s

Nn t chc Workshop c nhm c th s dng hiu

qu kt qu kho st

BC 1:

HIU R NTD Consumer Insight

1.2 CONSUMER & MARKET INSIGHT
1.2.2 COMMON METHODS

TM TNG MI:

Consumer Clincs
NTD c hi kin v tng mi v ghi chp li
nhng kjin, ngh ci tin
Nn thc hn giai an tng
R v nhanh hn cc phng php kho st nh tnh
khc. Mi nhm 6 ngi, c 3 nhm. Mi nhm a 15
NTD tho lun
Mi ngi trong cng ty nn a ra tng
ng git tng qua sm! Hy pht trin han thin
tng!
C th s dng hnh nh, sn phm mu, bao b mu

BC 1:

HIU R NTD Consumer Insight

1.2 CONSUMER & MARKET INSIGHT
1.2.2 COMMON METHODS

TM TNG MI:

Qualitative research
khm ph suy ngh v hiu NTD.
Dng cc cu hi m tm hiu cho ti ci ngh thc
s ng sau cu tr li ca NTD v tp trung vo nhng
ngh t pht, tnh phong ph v chiu su ca cc cu
tr li
c s dng nh cng c han thin v pht trin
tng hn l nh gi chng
C 2 cch:
Indepth interview
Group Dcussion

BC 1:

HIU R NTD Consumer Insight

1.2 CONSUMER & MARKET INSIGHT
1.2.2 COMMON METHODS

TM TNG MI:

Sequential recycling
Mi thnh vin trong nhm d n tin hnh phng vn
mt i mt vi NTD, trong lc cc thnh vin khc
quan st tho lun, tinh chnh tng trong mt
khang thi gian qui nh
Kt qu thu c gip thu c bng chng
chng minh tng

BC 1:

HIU R NTD Consumer Insight

1.2 CONSUMER & MARKET INSIGHT
1.2.2 COMMON METHODS

NH GI PHI THC MARKETING:

BAR Test
khm ph nhng cp Li ch v L do tin tm ra u l s khc bit m
NTD tin nht v thy c o nht

Sn phm ny . (Li ch) . Bi v .. (L do)

S Mu: 150 ngi
La 7 cu Li ch v 7 cu L do tin
Tiu chun:

quan trng
c o
Quan trng x ng tin
Quan trng x ng tin x c o

Trc khi lm BAR Test, hy test im khc bit. Ny NTD lc khng thy s khc
bit o rng, c th l tng qung co yu hoc im khc bit khng
mnh

BC 1:

HIU R NTD Consumer Insight

1.2 CONSUMER & MARKET INSIGHT
1.2.2 COMMON METHODS

NH GI PHI THC MARKETING:

Innocheck
y l mt kho st nh lng cng ty quyt nh
tip tc u t hay khng
Nu d n ln hn, c th phi lm STM (M phng th
trng)
S Mu: 150 NTD c a ra hi tnh c o v
nh mun mua, c v khng c gi

BC 1:

HIU R NTD Consumer Insight

1.2 CONSUMER & MARKET INSIGHT
1.2.2 COMMON METHODS

NH GI PHI THC MARKETING:

Pre-view advertising
y l kho st nh lng nhm nh gi phim qung
co
S mu: 100 ngi
Cho NTD xem 5 an bng qung co khc nhau v hi:
an phim c t mc tiu truyn thng?
Nhn ra? Hiu? Nh v lin quan n thng hiu?

Kt qu thu c gip tinh chnh an phim trc khi

i vo sn xut chnh (rt tn km)

BC 1:

HIU R NTD Consumer Insight

1.2 CONSUMER & MARKET INSIGHT
1.2.2 COMMON METHODS

NH GI PHI THC MARKETING:

Product testing
y l kho st nh lng nhm nh gi sn phm
Branding
Blind
Branded

Concpet presence
C bn concept
Khng c bn concept

V tr Test
So snh hay n c mt sn phm
NTD so snh 2 sn phm cng lc
NTD c a ln lt tng sn phm

BC 1:

HIU R NTD Consumer Insight

1.2 CONSUMER & MARKET INSIGHT
1.2.2 COMMON METHODS

NH GI PHI THC MARKETING:

Product testing
Nn c mt sn phm i chng
C th l sn phm hin nay ca chng ta
C th l s dng cc tiu chun mong mun i chiu (t
hiu qu hn)

Cc vn test:

Xem NTD c chp nhn khng

Xem cc ci tin nh hng th no n cc s o
Xem cc cng thc mi c nh hng n cc s o
Hiu r sn phm i th cnh tranh

BC 1:

HIU R NTD Consumer Insight

1.2 CONSUMER & MARKET INSIGHT
1.2.2 COMMON METHODS

NH GI PHI THC MARKETING:

Product testing
S mu: 200 ngi, c th gim cn 150 nu sn phm khc bit qu r
Ti thiu 100 ngi cho mi tiu nhm
Khng qu 25 thuc tnh cho mt sn phm, thang im 7, km theo thang im 5
cho cu hi: c nh mua khng
Nn test c brand
Nu test khng brand, phi c bn concept
Nu sn phm khng th test unbranded v NTD c th nhn ra c, nn t chc
test concept sn phm c brand, v phn tch:

im tuyt i
im khc nhau gia concept (mc mong i) v sn phm (mc
mang li)

BC 1:

HIU R NTD Consumer Insight

1.2 CONSUMER & MARKET INSIGHT
1.2.2 COMMON METHODS

NH GI PHI THC MARKETING:

Simulated test market (STM)

L kho st nh lng nhm:
NTD c xem concept (qung co, bao b, gi c) v tr li
cu hi nhm c lng mc Mua th
NTD S dng sn phm nh, sau c hi c lng
mc d Mua tip
Thit lp cc thng s gi nh v th trng (mc nhn
bit v h thng phn phi) c lng s lng tiu th
S Mu: 200 ngi

BC 1:

HIU R NTD Consumer Insight

1.2 CONSUMER & MARKET INSIGHT
1.2.2 COMMON METHODS

THEO DI DIN BIN TRN TH TRNG:

Brand Health Check (BHC)

Nhm nh gi tnh trng sc khe ca thng hiu so
vi i th cnh tranh
Cc yu t v hot ng: Thng hiu c c nui dng v
c mt rng ri i vi NTD?
Tm tr ca NTD: Mc d nhn bit Thng hiu? c nhn
thc nh th no?

S mu: 400

BC 1:

HIU R NTD Consumer Insight

1.2 CONSUMER & MARKET INSIGHT
1.2.2 COMMON METHODS

THEO DI DIN BIN TRN TH TRNG:

Brand Health Check (BHC)

Hnh vi mua hng

Value share
Sales & Sales Grwth
Penetration
Loyalty

Consumer Mind and Quality

Brand Awareness Spontaneous

Perceived quality Is a high quality brand of
Taste Taste better than other brand of
Value Is high quality for the price you pay
Relevance Meets the needs of you and your family

BC 1:

HIU R NTD Consumer Insight

1.2 CONSUMER & MARKET INSIGHT
1.2.2 COMMON METHODS

THEO DI DIN BIN TRN TH TRNG:

Brand Health Check (BHC)

Operational Factors
Distribution
Relative Price
SOS / SOM Share of Spend / Share of Market

BC 1:

HIU R NTD Consumer Insight

1.2 CONSUMER & MARKET INSIGHT
1.2.2 COMMON METHODS

THEO DI DIN BIN TRN TH TRNG:

Brand Health Check (BHC)

Ngai ra:
Purchasing Behaviour
Discounted share (Th phn sau khi loi b cc yu t nh
gim gi, qung co, khuyn mi, )

Consumer Mind and Quality

Consider Nhn bit nhn hiu v khng t chi cc tnh cht
Superior Thy thng hiu tt hn t nht trn mt tnh
cht
Khc bit Khc bit v tt hn t nht trn 1 tnh cht

BC 1:

HIU R NTD Consumer Insight

1.2 CONSUMER & MARKET INSIGHT
1.2.2 COMMON METHODS

THEO DI DIN BIN TRN TH TRNG:

Brand Health Check (BHC)

Ngai ra:
Consumer Mind and Quality
Actual quality T mt yu t k thut hoc mt test
unbranded
Consumer Complant (if available) S lng trn chai bn ra
Category Specific Statement 4 tnh cht ch yu
Popularity (ty) ang tr thnh ph bin
Promotional Presure Th phn ca cc hat ng khuyn mi

BC 1:

HIU R NTD Consumer Insight

1.2 CONSUMER & MARKET INSIGHT
1.2.2 COMMON METHODS

THEO DI DIN BIN TRN TH TRNG:

Brand Health Check (BHC)

Superiority Attributes
Performance (non foods), Likeability

Rejection Attributes
Too expensive, Too cheap, Tastes worse (food), Poor
Performance (non-food), Not relevant, Poor Value

BC 1:

HIU R NTD Consumer Insight

1.2 CONSUMER & MARKET INSIGHT
1.2.2 COMMON METHODS

THEO DI DIN BIN TRN TH TRNG:

Post Launch Evaluation

a ra cc iu chnh chin lc marketing
Thng thng thc hin lin tc mi thng trn 12
thng u sau khi tung
S mu: 250 ngi / thng

BC 1:

HIU R NTD Consumer Insight

1.2 CONSUMER & MARKET INSIGHT
1.2.2 COMMON METHODS

THEO DI DIN BIN TRN TH TRNG:

Consumer Panel Data

L tp hp nhng h hoc c nhn ng cung cp
thng tin v sn phm h mua
Cho thy:
Th phn ca cc ca hng
Mc d trung thnh ca cc ca hng
CH ra cc thng hiu m NTD s b ri ca hng v khng
c hng
Phn tch nhng t hp thng hiu m NTD c th mua
nhiu nht

BC 1:

HIU R NTD Consumer Insight

1.2 CONSUMER & MARKET INSIGHT
1.2.2 COMMON METHODS

THEO DI DIN BIN TRN TH TRNG:

Retail Data
S liu c thu thp t cc ca hng chn sn
phn nh th trng
Dng o th phn v tnh hnh th trng vi di th
cnh tranh

BC 1:

HIU R NTD Consumer Insight

CONSUMER & MARKET INSIGHT
DEVELOPMENT OF CMI

Y MNH VIC TM HIU SUY NGH NTD

Mc ch: Nhm gim bt thi gian trong
cc cng vic:
Vic giy t, hnh chnh
Kim tra cht lng thng tin
Gim thiu vic nghin cu cc yu t c th d on
trc
Nghin cu b lp li

BC 1:

HIU R NTD Consumer Insight

CONSUMER & MARKET INSIGHT
DEVELOPMENT OF CMI

Y MNH VIC TM HIU NTD V TH TRNG (CMI)

T dnh c nhiu thi gian hn cho cc

vic:
Chun b v qun l cc d n c tm chin
lc cao
Tm kim cc cch thc hiu r v d bo
ngh ca NTD
Tng hp cc yu t thnh tri thc hnh
ng
Xy dng cc H s t liu (profile) v NTD

BC 1:

HIU R NTD Consumer Insight

CONSUMER & MARKET INSIGHT
CMI SCORECARD

NH GI TIN TRNH THC HIN (CMI scorecard)

Nhng g nh lng c mi l ca bn!
Ni dung thc hin CMI

Ch s nh gi (KPI)
Key Performance Indicator

Tip xc trc tip vi NTD

-%

manager trc tip gp NTD 1 ln

trong 1 qu
-

Tp trung vo Thng hiu

chnh

TB s ln gp trong 1 qu

Tn sut TB ca Brand Health review

trong nm
-

% ca leading brands

Mc s dng cc phng
php nghin cu th trng v
cc supplier

-Cc

phng php c s dng v s

lng cc supplier c dng

Mc chia s thng tin

S dng Consumer World:

--

S ln truy cp theo tng ch

S lng cc bo co v bn tng kt
c c b sung
--

--

S lng Docket c b sung

Hin ti

Mc tiu

BC 1:

HIU R NTD Consumer Insight

CONSUMER & MARKET INSIGHT
CMI SCORECARD

NH GI TIN TRNH THC HIN (CMI scorecard)

Nhng g bn nh lng c l ca bn!
Ni dung thc hin CMI

Ch s nh gi (KPI)
Key Performance Indicator

Mc hiu bit chin lc

(More strategic understanding)

Annual Strategic Understanding Plan

agreed
MR budget % strategic vs operational

Mc hiu ngh NTD

S lng Insight Platform trong ngn

hng d liu Consumer World

Qung b hiu bit v NTD

-S

lng manager c o to v
Insight Activator
-S

lng cc event c t chc

m rng phm vi o to

Hin ti

Mc tiu

BC 1:

HIU R NTD Consumer Insight

CONSUMER WORLD

Khi nim:
Consumer World l h thng d liu trc tuyn v NTD.
Tm quan trng:

L kho kin thc ton din v NTD.

Trnh vic ti iu tra v cng mt vn .

Ni dung: gm 4 bc (?)

H thng bo co (Reports Library)

Kinh nghim Hng dn thc hnh

Cc Manager trong h thng

Cc bn brief v h s d n

BC 1:

HIU R NTD Consumer Insight

INSIGHT ACTIVATOR

Khi nim:
Insight Activator l b cng c sng to gip cho
vic tip xc vi NTD. T , nhng insight ca sp
c in vo nhu cu thc s ca NTD v cuc
sng ca h.

Tm quan trng:
L cng c chnh trong project Hiu r NTD, bin
CMI tr thnh tri tim ca vic xy dng thng
hiu v gip hon thin Insight Platform cho qu
trnh pht trin thng hiu.

Thc hin: Gm nhiu giai on:

BC 1:

HIU R NTD Consumer Insight

INSIGHT ACTIVATOR

Xc nh: mc ch iu
tra (dng nh v, lm
mi, qung b hay xy
dng thng hiu?); i
tng iu tra v thnh
lp mt nhm lm vic tp
trung v hiu qu.

Tp hp nhng kin thc,

kinh nghim v phng
hng ca nhim v iu
tra; xc nh r nhng l
hng v nhn thc, t ra
cc gi thuyt trc khi
bc vo cuc iu tra.

M rng hiu bit v tm

suy ngh bng cch s
dng: cc kinh nghim;
cc d on v NTD; cc
mi quan h cng tc bn
ngoi; d liu t nhng
cuc iu tra trc .

Thu thp cc d liu, tm ra

mi tng quan, kim tra
v lp nhp Insigh Platform
qua cc bui hp chuyn
su.

La chn 1 Insight
Platform tt nht cho
BOSCARD, hoc cho vic
xy dng thng hiu,
hoc to ra cc tng
mi.

Nhp d liu thu thp

c cho mc Insight
trong Consumer World;
cho mc hiu bit khch
hng tim nng,... chia
s ngun ti nguyn

BC 1:

HIU R NTD Consumer Insight

INSIGHT ACTIVATOR

INSIGHT L G?
INSIGHT l tng

xy dng Thng Hiu da trn nhng

hiu bit su sc v NTD.

BC 1:

HIU R NTD Consumer Insight

INSIGHT ACTIVATOR
PLATFORMS

Lp Insight Platform qua 6 bc theo th

t.
Insight Platform c xy dng da trn
s hiu bit su sc v NTD.
Platfrom l form tng c th a vo
thc hin c.
Insight Platform c lu gi trong
Consumer World, cho mc ch chia s

BC 1:

HIU R NTD Consumer Insight

INSIGHT ACTIVATOR
PLATFORMS

1.

QUAN ST (OBSERVATIONS)
L tt c nhng g nhn thy,
nghe thy, c c,... gip
gii thch c hnh vi ca
NTD.

2.

TNG (INSIGHTS)
Mt tng l mt lin tng
hoc mt gi xy dng
thng hiu, xut pht t s
hiu bit su sc v NTD.

3.

TNG HP TNG
(PLATFORMS)
L tp hp nhng tng
xut sc nht p ng c
cc mc ch: kinh doanh tp
trung, lm mi, qung b,...
mt thng hiu no .

BC 1:

HIU R NTD Consumer Insight

INSIGHT ACTIVATOR
BENEFITS

NHNG HIU QU M INSIGHT ACTIVATOR MANG LI !

Phn loi c v tp trung vo tm hiu nhng i hi ca NTD.

Phn tch mt cch nghim tc nhng hiu bit hin c v NTD trc khi bt
u tm hiu nhng kha cnh mi.
M ra nhiu hng nhn mi v NTD v hnh dung mt cch sng to nhng
ng dy ni thng hiu vi NTD.
Khuyn khch tnh sng to v hng ngoi ca i ng lm vic.
Tng bc xy dng cch lm vic c tri nghim v c phn tch.
Lun xc nh ng v tr ca NTD l tri tim ca mi hot ng kinh doanh.
Hoch nh Con ng Pht trin Doanh nghip.

BC 1:

HIU R NTD Consumer Insight

INSIGHT ACTIVATOR
ACTIVITIES

TIN TRNH THC HIN

Tun 1: PAUSE
Hp nh ra k hoch hot ng, thng qua BOSCARD.

Tun 2 n 4: REWIND
Tng hp cc d liu hin c v NTD
Xem li hoc lp Bn nghin cu th trng (Docket)
Phng vn nhng ngi c kinh nghim iu tra
Lp Incident Room
Thc hin Consumer Shoes
Hp tng kt kin, chia s quan im, vch r nhng l hng (im yu) v lp k
hoch cho cc bc tip theo.

BC 1:

HIU R NTD Consumer Insight

INSIGHT ACTIVATOR
ACTIVITIES

TIN TRNH THC HIN

Tun 5 n 8: FORWARD
Tung i ng i tip xc NTD; cng tc vi cc n v nghin cu th trng khc.

Tun 9 n 11: MIX

T chc hi tho MIX
Khm ph, phn tch NTD
Thng qua Insight Platforms

Tun 12: PLAY

Hp la chn Insight Platform v k hoch hnh ng
Cng b bn nghin cu th trng

Tun 12+: RECORD

Nhp cc Insight Platform c la chn vo ngn hng d liu Consumer World.

BC 1:

HIU R NTD Consumer Insight

BRAND HEALTH

Khi nim:
Sc khe ca thng hiu (Brand Health) l
cng c gim st v ng ph trong mi trng
cnh tranh vi cc sn phm cng loi khc.

Tm quan trng:
Ko di chu k sng ca sn phm l vn
sng cn trong mi trng cnh tranh khc
lit gia cc sn phm cng loi hin nay.

Thc hin:
T chc hp ti nh gi v Sc khe
thng hiu

BC 1:

HIU R NTD Consumer Insight

BRAND HEALTH
REVIEW MEETINGS

Cc t Ti nh gi phi c t chc ti thiu 6 thng/ln, l

tng nht l 3 thng/ln.
Ch tr cuc hp nn l MKT Director v thnh phn tham d nh
sau:

i ng ph trch v thng hiu (brand team)

Cc cng s v lnh vc qung co
i CMI
Cng ty nghin cu th trng

Kt qu ca cc t Ti nh gi:
Quyt nh cc chin lc qung co: tng / gim / ko
Cung cp d liu cho vic lp k hoch truyn thng.

BC 1:

HIU R NTD Consumer Insight

BRAND HEALTH
BRANDSCAN

L h thng d liu c thu thp, lu gi,

truy cp v trnh by di nhiu dng,
phc v mc ch review thng hiu di
nhiu gc khc nhau.
VD: Cho cc Cty con, cho nhu cu chia s, so
snh, nh dng sn phm,...

BC 1:

HIU R NTD Consumer Insight

BRAND HEALTH

Phm vi phn nh trong BrandScan nh sau:

Mua hng (Purchasing)

MEASURES

Lu thng (Operational)

1.

Value share

5.

Phn phi

2.

Total Turnover

6.

Relative price

3.

Penetration (mc xm
nhp)

7.

Th phn

8.

Promotional Pressure

4.

tin cy (loyalty)

Consumer Mind
9.

thuyt phc (Conviction)

10. Li ch (Advantage)

19. Do not appeal

20. Do not meet needs

11.

Acceptable performance

21. Worse taste/performance

12.

Relevance

22. Poor quality for the price

13.

Presence

14.

Consumer complaints

15.

Spontaneous Awareness

16.

Ever bought/used

25. Better quality

17.

Too expensive

26. Better value

18.

Too cheap

27. Different

23. Appeal more

24. Better taste/performance

BC 1:

HIU R NTD Consumer Insight

Cc cng c phc v vic Hiu r Ngi tiu

dng:
1. Planner Tool
L cng c gip cho Strategic Understanding tp trung
vo cc mc tiu nh sn; gip hiu r v NTD, th
trng v thng hiu.

2. Insight Activator Tool

L cng c hiu qu to ra cc Insight.

3. Brand Scan Tool

L cng c qun l cc d liu v NTD mt cch khoa
hc.

BC 1:

HIU R NTD Consumer Insight

PLANNER TOOL

BC 1:

HIU R NTD Consumer Insight

INSIGHT ACTIVATOR TOOL

INSIGHT ACTIVATOR TOOL

Pause

wHAT ?

i trng khoanh vng iu tra v NTD ( ngh v insight)

Bc u tin l xc nh ni dung iu tra

(insight task), NTD mc tiu v thnh lp i iu
tra.
Bng cch tp trung trc tin vo vic xc
nh r nhng g cn iu tra, chng ta s
nh trng khch hng, theo ng cch v
vo ng thi im.
PAUSE trnh c vic tn cng sc v tin
ca vo iu tra m khng bit mt cch r

INSIGHT ACTIVATOR TOOL

Pause

wHy ?

m bo iu tra c nhu cu ca NTD

v mi gc .
Th thch mc ng n ca nhng d
bo v th trng.
Hiu r kht vng ca cuc iu tra
trc khi trin khai lc lng.
PAUSE c coi l bc Khi ng, gi
s trc khi bc vo cuc ua.

INSIGHT ACTIVATOR TOOL

Pause

1.
2.
3.
4.

how ?

Cc bc thc hin:
Thnh lp i ng v nh gi hin trng
Xc nh r mc tiu v nhim v
Insight Platform
Draft Insight Project plan

INSIGHT ACTIVATOR TOOL

Pause

How ?

1. Thnh lp i ng v nh gi tnh hnh:

i trng lp bng nhp BOSCARD (Background,

Opportunity, Scope, Constraints, Assumptions, Resource & Deliverables).

Thit lp mt i ng vi nhiu thnh phn

tham d.
Meeting tho lun v ni dung cng vic,
khch hng mc tiu, d on nhng thch
thc ca vic iu tra.
Ton i lm bi tp Fresh Eye v Visioning

INSIGHT ACTIVATOR TOOL

Pause

How ?

Background

Ni dung cc nhim v cn thc hin? Trc y thc

hin ntn?

Opportunity

Mc tiu t ra l g? Mc tiu no l ln nht? C tc ng

g n NTD?

Scope

S nhm ti khch hng mc tiu no? D n s thc hin

trong bao lu?

Constraints

Nhng gii hn no v thi gian, cng ngh, ngn sch, sn

phm, hot ng,... c chp nhn?

Assumptions

Nhng tng kh thi no c, hoc cn c ph

chun, hoc cn nghin cu thm?

Resource

Nhng ai s l ht nhn ca d n? Tm kim thng tin t

ngun no? Nhng yu t cn thit thnh cng?

Deliverables

Vic iu tra ny c mc ch g? Hn thc hin?

INSIGHT ACTIVATOR TOOL

Pause

How ?

HC MT CCH NHN TON DIN V SNG TO!

Chia i vin thnh cc nhm t 2 3 ngi.

Phn chia cc cu hi thnh tng list, giao cho cc nhm

tho lun.
VD:

Tiger s i ph vi vn A ntn?
Mt em b 7 tui s c cm ngh g v vn B?

Tp hp ton i, chia s nhn nh gia cc nhm.

Tp hp cc kin, s dng iu chnh BOSCARD sau

ny.

INSIGHT ACTIVATOR TOOL

Pause

How ?

nh gi thch
thc di nhiu
gc khc
nhau!

Hnh dung thnh

cng s lm thay
i th gii ntn!

INSIGHT ACTIVATOR TOOL

Pause

How ?

Mi thnh vin trong i tr li cc cu hi trn theo

form.

Chia s quan im ca cc thnh vin vi ton i

v lp Visioning Success Circle (Bnh xe thnh
cng) ca i.

Dng hon thin BOSCARD.

INSIGHT ACTIVATOR TOOL

Pause

How ?

2. Xc nh r mc tiu v nhim v

Dng bn nhp BOSCARD tho lun v tng kha cnh.

Da trn cc kin ng gp, i trng a ra bn

BOSCARD cui cng.

Thng qua bn BOSCARD.

INSIGHT ACTIVATOR TOOL

Pause

How ?

3. Thu thp phiu iu tra (Insight Platform):

Cn thu thp y cc phiu iu tra, t gip cho i

iu tra bit h ang hng ti u v lm cch no t c
iu .

Nhng phiu ny c dng xy dng Insight v Platform

trong giai on MIX.

Insight Platform s c gii thch r trong MIX.

INSIGHT ACTIVATOR TOOL

Pause

How ?

4. Draft Insight Project Plan:

Cng c Draft Insight Project Plan c dng xc nh r

nhim v v trch nhim ca i v cc bn lin quan.

Son tho Project, xc nh lch trnh thc hin v cc mc

chnh ca Project.

Chng ta sn sng REWIND!

INSIGHT ACTIVATOR TOOL

REwind

what ?

H thng li nhng Hiu bit, Kinh nghim v Phng hng !

REWIND l giai on h thng li, nh gi v khi dy

nhng Hiu bit, Kinh nghim hin c, Phng hng c
xc nh trong BOSCARD (Oppotunity).

Mc ch l tt c thnh vin trong i know what we

know, gip h c nhng nh gi, t ra cc gi thuyt c th
xy ra v hiu r cc l hng v nhn thc hin c.

INSIGHT ACTIVATOR TOOL

REwind

why ?

Phn ng u tin ca chng ta khi xy dng

mt insight mi l yu cu phi lm mt cuc
iu tra mi, thay v xem li nhng d liu qu
gi c sn.
Theo thi gian, iu ny lm cho cc d liu b
lp li, tht thot cc nghin cu trc ,
khng to thm nhng hiu bit mi v khch
hng. Nhng insight cn tm tr nn kh nm
bt.
Consumer World Database l mt gii php.
Nhng tt nht l thc hin vic kim tra bt
buc nhng kin thc hin c (v d liu v
kinh nghim) trc khi bt u mt cuc iu

INSIGHT ACTIVATOR TOOL

REwind

1.
2.
3.
4.

Thng qua REWIND plan

Kim tra li kin thc
Phng vn nhng ngi c kinh nghim
t mnh vo v tr ca NTD

How ?

INSIGHT ACTIVATOR TOOL

REwind

How ?

1. Thng qua REWIND plan

REWIND plan bao gm c nhng phn tch
chnh thc v iu tra khng chnh thc v
kin thc, kinh nghim v phng hng;
ng thi phn cng r Ai lm Vic g, u
v Khi no.
S dng cng c Incident Room lu gi
nhng thng tin tm hiu c v nhng
tng c khi dy.
(?): Ni r hn v Incident Room

INSIGHT ACTIVATOR TOOL

REwind

How ?

2. Kim tra li kin thc

Consumer World Database l ni u tin cn
ving thm.
Xem li Docket v mc Insight.
C th cn vit li Docket cho i tm tt li
what we know.
Cc thnh vin trong i t x l thng tin t
cc d liu hin c hoc t interview.
Mc ch l xy dng cc bn tng kt v kin
thc hin c v nhng vn chnh cn iu

INSIGHT ACTIVATOR TOOL

REwind

How ?

3. Phng vn nhng ngi c kinh nghim

S dng cng c Whip Email Request gi email
ti cc chuyn gia v thng hiu, k thut,
nh sn xut, hoc chuyn ngnh trong cc lnh
vc lin quan thu thp d liu t h.
Phn cng mt thnh vin trong i thu thp
thng tin phn hi. Thc hin phng vn trc
tip hoc qua in thoi.
Cng c Insight Interview Guide s gip cho
vic phng vn ny.

INSIGHT ACTIVATOR TOOL

Rewind

How ?

4. t mnh vo v tr NTD
S dng cng c Consumer Shoes kim tra
cc gi thuyt v khong cch v hiu nhau
gia i v NTD. Qu trnh ny gip i xm
nhp vo th gii NTD v nh ng mc
tiu.
Trong sut qu trnh tm hiu NTD, ton i
cn s dng cng c Listening Tool hon
thin k nng lng nghe v thu thp cc thng
tin cn thit.
Cui cng, ton i cn tng kt li nhng hiu
bit quan trng v NTD, v nhng khong cch

BC 2:

NH V THNG HIU

Khi nim:
Sc mnh ca mt thng hiu nm NIM TIN m
NTD t vo thng hiu
Nhim v ca chng ta l lm r cc yu t:
Thng hiu ca chng ta gm c nhng g
Thng hiu c th tr thnh nh th no v
Nhng bc c th pht trin thng hiu

BC 2:

NH V THNG HIU

Cc yu t:
Mi trng cnh tranh
Khch hng mc tiu
Suy ngh ca NTD
Li ch
S khc bit
L do tin
Gi tr & tnh cch

BC 2:

NH V THNG HIU

Mi trng cnh tranh:

y l cch m NTD nhn thy thng hiu ca
bn trong tng s nhng la chn m h c
th c
M t c mi e da v c hi c nh hng
n th trng
Gip bn on c tng lai th trng nh
th no (m Kt qu NCTT v Bo co Bn
hng khng ni ln)
Bao gm c m t c im ca th trng. V
d: c qu nhiu sn phm mi n mc,

BC 2:

NH V THNG HIU

Mi trng cnh tranh:

V d:
Swatch: cnh tranh trong ng h r tin v
fashion
Dove bar: Cnh tranh trong th trng x bng cht
lng cao, v x bng ra mt (nivea, Olay), v li
ko ph n t b lai x bng thng thng

BC 2:

NH V THNG HIU

Khch hng mc tiu

M t con ngi v tnh hung m ,
thng hiu ca bn l s la chn tt nht
Lu : khi qung co, cha chc i tng
qung co li l i tng ny!
Cng sit cht khch hng mc tiu, thng
hiu ca bn cng hp dn KH Mc tiu
V d: McDonalds hp dn tt c nhng ai mun
lm cho bn tr hnh phc: Mc Donalds hp dn
tt c bn tr mi lc mi ni, v c lc cho ngi
ln!

BC 2:

NH V THNG HIU

Mi trng cnh tranh:

V d:
Dove bar: Ph n 30-50, bt u cm thy da kh

BC 2:

NH V THNG HIU

Suy ngh ca NTD:

y l ngun gc ca mi chng trnh
marketing thnh cng
Qu trnh to ra tng nh sau:
Tp hp thng tin: NTD ngh v lm nh th no
Hiu c Ti sao h lm nh vy
Cng ty bn c th lm g tha mn nhu cu ny
mt cch mi?
T chc trin khai gii php ca bn ra th trng

Thng th kt qu cho ra l mt vi tng,

bn phi la chn ci no ph hp nht, quan

BC 2:

NH V THNG HIU

Suy ngh ca NTD:

Phn lai:
sng to ra sn phm/thng hiu/ngnh hng
mi
Tm tng qung co mi
nh v thng hiu
..

BC 2:

NH V THNG HIU

Suy ngh ca NTD:

Cc phng php thu thp Suy ngh NTD:
Tp hp suy ngh ca NTD v:
Cch m sn phm em li cho h hin gi
Cm tng khi sn phm khng p ng mong i
Cm tng khi sn phm vt qu s mong i

V d:
Ponds: Th trng Kem dng da ang c qu tri
th! Ti cn tm th no c th tin c!

BC 2:

NH V THNG HIU

Li ch:
L gii php mi cho mt vn ca NTD
Hoc l mt cch no mi ci thin mt
vi kha cnh no ca cuc sng ca h
Cc sn phm thng ging nhau, nhng sn
phm ca bn phi lm cho NTD mc tiu
thch ci ca bn hn!
C 3 loi li ch:
L tr
Tnh cm
Xc gic

BC 2:

NH V THNG HIU

Li ch:
V d:
Rolex c mua v tnh cm: Chng phi v thi
gian g ro!
Dove: em li cm gic n tnh, mt duyn ngm
cho bn!

Khi bn c qu nhiu li ch, hy tinh gim bt

chn ra ci g l ci khc bit nht, v c u
th cnh tranh nht!
Bo m li ch l tr v tnh cm n r vi
nhau!

BC 2:

NH V THNG HIU

Gi tr v tnh cch:
Gi tr: Thng hiu i din cho ci g? Da
trn nim tin g bn v con ngi v x hi
bn thay i s la chn?
Tnh cch: l cch m Thng hiu c x, k
c phong thi ca chng trnh qung co
Hy hi NTD h ni vi bn l h xem ci g
l gi tr v tnh cch ca thng hiu!
Gi s thng hiu ca bn bin thnh mt ngi,
ngi s nh th no? Ngi tin vo iu
g?

BC 2:

NH V THNG HIU

Gi tr v tnh cch:
V d:
Dove:
Bn ch tin vo ngi tht vic tht

Ponds:
Bn ch tin vo Vin Nghin Cu Khoa hc

ng dng nhng t chung chung qu lm

NTD hiu lch!
Dove:
Danh d
N tnh:
Dove tin rng ph n nn c n tnh
l nhng nt du dng, khng khoa trng!

BC 2:

NH V THNG HIU

L do tin:
D bn sng to ra mt li ch g m khng c
l do tin, th iu d cng v ch
L do tin c th l:

Chi tit ca sn phm

Ai gii thiu
Ngi opinion leader s dng
Sn phm thy au, v/ hoc c ngi ti
tr, lin kt
Da trn lch s v uy tn ca cng ty
C th ch n gin l nim tin, ngi lm chng v
chuyn gia no ni

BC 2:

NH V THNG HIU

L do tin:
V d:

Dove: Cha kem dng da

Close-up: Gel trong sut!
Levis: c cc nhn vt s dng!
Rolex: c cc nhn vt thnh cng s dng, lm
t ch mt ming kim lai!

Nn dng BAR test kim tra li 2 yu t

Benefit v Reason to believe!:
Quan trng?
Tin c
c o

BC 2:

NH V THNG HIU

im khc bit:
L im khc bit m NTD s chn mua Brand
ca bn
L yu t kh suy ngh ra nht
Cc yu t lm cho NTD hiu c Thng
hiu ca bn, gi bn cn vit mt an tm tt
NTD chn mua thng hiu ca bn
Nhng an vn nh:
khng qu 40 t
C cu ph s khng th to ra s khc bit!
Do bn cn bit la chn v hy sinh!

BC 2:

NH V THNG HIU

im khc bit:
C th l
Mt l do tin: Organic nui tc t gc!
L li ch: lm mt tc trong khi lm sch!
L gi tr tnh cm: t tin vo chnh mnh: Du
thm cK!

Bo m:
Quan trng
Tin c
Khc bit

BC 2:

NH V THNG HIU

im khc bit:
V d:
Dove:
L lai sn phm ra mt cho ph n 30-50 bt u cm
thy da kh. Dove khng lm kh da v n c cha kem
dng da

Sau khi suy ngh, bn chn la cch m NTD s ni

v s khc bit nh sau:
Ch c Dove l khc bit. N khng lm kh da, bi v
n c cha kem dng da

BC 2:

NH V THNG HIU

im khc bit:
Bn phi dng ngn ng ca NTD!
Vit li ch trong mt cu!
Tiu chun:
c o v khc bit?
Tng thch vi cc yu t khc trong nh v sn phm?
C lin quan ti suy ngh ca NTD?

V d: vi Cif
Suy ngh: Ti mun gi b mt nh lng bng. Phin nht l lau nh c th
lm try!
im khc bit:

Ch c Cif mi bo v mt sn trong khi lau, bi v vi Cif khng

c chuyn mu thun gia lm sch v bo v b mt!

BC 2:

NH V THNG HIU

im thit yu:
im quan trng nht v khc bit nht xc
nh thng hiu ca bn!
Yu cu:
Phi d nhn din t mi gc nhn v hnh ng
ca thng hiu, k c nhng sn phm pht trin
sau ny (extension)
C th l mt t hoc vi t
Nhng buc phi l MT SUY NGH DUY NHT!
Khng d cht no!

y l tinh cht ca thng hiu, trong khi im

khc bit li l tinh cht ca u th cnh tranh!
Kh ging nhau nu thng hiu ca bn dng li

BC 2:

NH V THNG HIU

im thit yu:
Vi li khuyn
ng vit ci g thng thi qu! N c th che mt
ngha tht
Ci g c din t dn gin
Ci g d hiu

V d:
Cif: Vui v vi nh ca!
Ponds: Sc p tht m ti tin!

BC 2:

NH V THNG HIU

Qui trnh:
Bc 1: Thnh lp nhm

Cc htnh vin cng c nhiu kinh nghim cng tt

Nhm nn nh hiu qu
C th mi nhng ngi khc khi cn thit
Phn cng vai tr ca tng ngi
Tp hp cc thng s tan di hiu tnh hnh
thng hiu nh th no

BC 2:

NH V THNG HIU

Qui trnh:
Bc 2: o su suy ngh
nh v thng hiu l nhm tm ra cch l tng
nht NTD nn nhn thy thng hiu ca bn.
Do bn phi tht s hiu NTD
Kinh nghim:
Tp hp cng nhiu tnh hung m NTD tip xc vi
thng hiu ca bn cng tt
c ti liu NCTT pht hin nhng nhu cu hoc mong
i t thng hiu, hoc so snh vi i th cnh tranh
(v c im, hnh nh, mc d p ng )

Ni chuyn vi cc nh k thut, nhn vin, cng ty

i tc, khch hng v c bit, ngi hiu rnh

BC 2:

NH V THNG HIU

Qui trnh:
Bc 2: o su suy ngh
Xem li tan b qu trnh truyn thng thng
hiu (khng ch trn TV m cn trn c mi knh).
Nn nh TCT khng ch n gin l cc sn phm
cng lai, m cn c th l t cc ngnh hng khc!
Nhn vo xu th th trng: thng hiu ca bn
nh hng nh th no n i sng NTD v xu
th ang thay di nh th no?
Kim tra xem thng hiu ca bn ang nh th
no ngai th trng, (so snh kin ca nhng
nhm NTD khc nhau: ngi ang s dng v

BC 2:

NH V THNG HIU

Qui trnh:
Bc 2: o su suy ngh
t cu hi:
C cch no ngnh hng / thng hiu c th ci
thin cuc sng ca NTD? (Mt a b kh ro gip cha
m ng ngon)
C mt nhu cu mu thun no m NTD phi i ph?
(Ngi m cn git v phi c thi gian cho gia nh)
Sn phm ca bn em li li ch g quan trng, ai s
nhn ra iu ?
Tiu chun tuyt vi trong ngnh l g? Ai l ngi
c ngng m nht?
Vi mi cu tr li bn c, hy hi tip: Ti sao vy?

BC 2:

NH V THNG HIU

Qui trnh:
Bc 3: a ra vi gi nh
Sau khi c d liu, hy t chc hi tho xem xt
li
N lc u tin khi nh v sn phm thng lm
bn pht hin ra nhng l hng v kin thc
Bn cng c th tm ra nhiu phng n nh v
khc nhau
Sau khi c c Bn phc tho nh v ban u, hy
tm nhng ngi khng lm trong d n ni li
theo ngn ng ca h xem bn didjnh v ca bn
ni vi h u g?. Hc c th ch ra cho bn
nhng im khng nht qun Tan b bn nh
v phi c nhn thy l nht qun

BC 2:

NH V THNG HIU

Qui trnh:
Bc 4: nh gi bn phc tho
Bn nh v l c s cho tng marketing sau ny.
Bn c th d xt n vi NTD, nhng bn khng
th dng h nh gi n. Tuy nhin, phn ng
ca h c th cung cp nhiu eu bn nh gi

Cc phng n nh v khc:
nh gi Bn nh v, bn cn vi phng n
lmn chun. Bn c th dng tng d nht
trong cc tng lai b dng lm mu
chun
Bn c th dng cch cc im ha vi yu t

BC 2:

NH V THNG HIU

Qui trnh:
Kch thch suy ngh:
C th vit vn, theo ngn ng ca NTD vi hnh nh h tr

tng, hnh nh, con ngi

Bao b, sn phm phn nh cc yu t ca Bn nh v
ng s dng phim qung co/ hat hnh vo lc ny N lm ngi ta ngh
nhiu qu v cng t tin
Cc phng php sng to khc:

Bo NTD tng tng ra lai ngi m thng hiu phn

nh
Nu thng hiu l mt ci xe, ng h, mn hng thi
trang
Khi tng tng nh vy, bn c th xc nh u l bin gii
ca thng hiu, au l ci th i ti, u l khng (l bin
thnh n hoc chic xe hi)

BC 2:

NH V THNG HIU

Qui trnh:
Kch thch suy ngh:
NTD c hi khng phi nh gi bn nh v
trc tip, m l gip bn tr li cho cc cu hi sau:

C lin quan?
C c o ? khc bit?
C thng nht? Cc yu t c n r vi nhau?
Tin c im khc bit v L do tin mnh?

Tm li, nu Bn nh v ca bn khng cha

mt s khc bit m NTD c th tin c, khng
khc bit vi TCT, khng c ym tr bi
mt l do tin, khng hi ha vi cc yu t khc,
bn nh v tht bi!

BC 2:

NH V THNG HIU

Qui trnh:
Cht li nh v:
Bn c phi tip tc tinh chnh Bn nh v cho n
khi bn tin rng n r rng hn, chnh xc hn
C gng dng t n gin hn, r hn hoc t tt
hn din t cng mt .
Trnh ti a s lp li! Khng c nhng t ging
nhau xut hin trn cc yu t khc nhau ca bn
nh v!
Dng nhng t c th c nhiu ngi hiu, v
trnh gy ng nhn bi nhng ngi khc!
Nn b ra vi ngy i u lm vic khc, ri lm

BC 2:

NH V THNG HIU

nh hng pht trin thng hiu:

Ti sao?

Th trng lun thay i, bn buc phi p ng

iu chnh mt s vn
Tng tc pht trin thng hiu
Bn pht hin ra c hi pht trin

Cc yu t cn nhc:
Bn c th mn vi yu t ca Bn nh v ri xy
dng cc yu t khc
Coi chng bn lm nh hng n thng hiu
gc!
Nguyn tc:
Khng c thay i yu t cn thit nht ca thng

BC 2:

NH V THNG HIU

nh hng pht trin thng hiu:

Cc yu t cn nhc:

Cc yu t no phi thay i
Phi thay i ci g?
Ti sao?
Nh th no?

Th d:
Swatch mun pht trin, h c th bieesn thnh
mt thng hiu v trang sc

Cc ng dng khc:
So snh vi thng hiu thnh cng khc trong th

BC 2:

NH V THNG HIU

nh hng pht trin thng hiu:

Qui trnh:
Bc 1: Xc nh tnh trng hin ti!
Bc 2: Xc nh c hi: th trng mi, phn khc
mi?
Bc 3: T chc Hi tho, Xc nh chin lc
Bc 4: Pht trin cc gi nh
Bc 5: Sng lc cc phng n

Cc cu hi:
i th cnh tranh ang lm th no?
Xu th th trng? Thng hiu c th li dng c
hi no?

BC 2:

NH V THNG HIU

Khai trin thng hiu:

Ti sao?
Nu bn thy c c hi
Mn vi yu t, xy thm vi yu t

Cu hi:
C hi gi?
Pht trin thng hiu
Gia tng gi tr thng hiu

Ti sao thng hiu hin ti khng th p ng

nhu cu hin ti? V nu p ng nhu cu li
tng thm gi tr cho thng hiu, ch khng lm
lu m n i?

BC 2:

NH V THNG HIU

Khai trin thng hiu:

Ti sao?
Nu bn thy c c hi
Mn vi yu t, xy thm vi yu t

Cu hi:
C hi gi?
Pht trin thng hiu
Gia tng gi tr thng hiu

Ti sao thng hiu hin ti khng th p ng

nhu cu hin ti? V nu p ng nhu cu li
tng thm gi tr cho thng hiu, ch khng lm
lu m n i?

BC 2:

NH V THNG HIU

Khai trin thng hiu:

Qui trnh:
Bc 1: Khi u vi thng hiu hin ti
Bc 2: Xc nh c hi
Cho NTD thm ci g?
Bn phi hiu rt rnh NTD, v nhng yu t c th
trigger cho NTD chn la thng hiu v ngnh hng
?
Ai mua sn phm ? Thi d v gi tr ca h
Ti soa h mua?
H mua u? Knh, ca hng?
Khi no h s dng? Thi gian ch, trng thi, tnh
hung?

BC 2:

NH V THNG HIU

Khai trin thng hiu:

Qui trnh:
Bc 3 - nh gi.
Bo m rng bn xem xt mi yu t khc: Tng
bao ph, ci thin chng trnh truyn thng, ci tin
cht lng sn phm hn l mc mong i ca NTD

Bc 4: Xc nh bn s mn ci g v tr li (xy
dng ci g?) cho thng hiu
Phi cn i cc yu t mn v tr
V d: Coke c th ra nc cam?
Khai trin thng hiu bao gi cng ri ro
i vi cc nhn hiu ph thng (popular), NTD hay
nivi bn l h s chp nhn (du thc t l
khng!)
Cch bn t tn cng c nh hng.

BC 2:

NH V THNG HIU

Pht trin thng hiu:

Cht li nh v:
Bn c phi tip tc tinh chnh Bn nh v cho n
khi bn tin rng n r rng hn, chnh xc hn
C gng dng t n gin hn, r hn hoc t tt
hn din t cng mt .
Trnh ti a s lp li! Khng c nhng t ging
nhau xut hin trn cc yu t khc nhau ca bn
nh v!
Dng nhng t c th c nhiu ngi hiu, v
trnh gy ng nhn bi nhng ngi khc!
Nn b ra vi ngy i u lm vic khc, ri lm

TRUYN THNG THNG HiU

Vai tr
Gip cho vic nh v thng hiu tr nn gn gi hn vi NTD, v to ra s pht trin
ca thng hiu.
To nn s giao tip ca thng hiu sao cho n tc ng n hnh vi ca NTD, lm
tng doanh s bn hng, tng gi tr c phn.

Qui trnh
S dng qui trnh to ra s giao tip ca thng hiu.
Xc nh thng s u vo
Xc nh knh truyn thng
Sng to cc tc phm qung co

Cc cng c hay dng:

TV / Radio
Outdoor
Internet
Public relation
Ti tr s kin
Bao b ng gi
Relationship Marketing

TRUYN THNG THNG

HiU
BC 2:

Yu cu:
Gy n tng:
Bo m Khch hng mc tiu lun NHN THY
Thng hiu
Phi li ko h i theo hng chng ta mun
Thay i c hnh vi ca h!
Chng trnh truyn thng ca ta c th c
nhn ra, hiu, yu mn, ngng m, nhnng n ch
tht s c gi tr khi:

THAY I C HNH VI CA NTD

Thng s u vo
Cc thng s u vo l g?

Mt i ng lm vic hiu qu (Effective Team)

C Lnh o tt (leadership)
Cc nguyn tc (principles)
Suy ngh ca NTD
nh v thng hiu

Cc yu t bo m c mt chng trnh Truyn thng hiu qu:

c mt chng trnh truyn thng tt, cn c mt i ng lm vic, mt s
lnh o hiu qu, mt s hiu bit r rng v cc nguyn tc giao tip ca
thng hiu v phi am hiu cc suy ngh ca NTD. N cng i hi mt s
nh v ca thng hiu phi mang tnh cnh tranh, mt mc tiu kinh doanh
r rng v mt qui trnh n gin, c th, r rng v hiu qu.

Nhm lm vic hiu qu - Effective

Team
Kinh nghim cho thy cc nhm nh:
S lm vic hiu qu hn l tng c nhn n l
Hiu qu hn mt nhm ln.

Sai lm thng gp:

Cho rng d n cng ln v cng mang tnh ton cu th
cng cn c nhiu ngi tham gia, v tt c mi ngi
u phi tham gia vo tt c mi giai on ca vic
thit k chng trnh truyn thng thng hiu

Mt nhm n nh (l tng l 6 ngi) l hiu

qu nht. H s c mt trong sut qui trnh v s
mi thm nhng ngi c chuyn mn khc khi
cn. VD:

Nhm lm vic hiu qu - (tt)

c im:
Nhm t ngi (6-7)
C mt ngi lnh o tt
L ngi xng, ch khng phi l ngi phn
bin kin ca ngi khc!

Mt nhm tt:

C k nng, hoc c th hc nhanh

C nhim v khc nhau v c th
C cng mc tiu chung
C cng tm nhn v cch nh gi tt xu trong d
n
C thi gian lm vic vi nhau lu

Ht nhn ca nhm - Lnh o

mi nhm lm vic hiu qu, tn ti mt nh lnh o hiu qu!

Vai tr ca ngi lnh o, l lnh o, ch khng phi gim st. Ngi lnh
o phi l ngi c nhiu kinh nghim nht trong lnh vc ca d n. H
phi c sc mnh v t tin ng u vi ri ro v dn dt nhm thc
hin nhng vic t c kt qu xut sc trn th trng.
Nu thnh qu lm ra m khng xut sc, khch hng mc tiu s khng ch ti.
V nu khng c ch ti, khng th ni l hiu qu. V nu khng hiu qu,
th khng th to ra mt doanh thu tt.
V lu rng, l ngi quyt nh. Ngi lnh o d n phi thc s c
trao quyn quyt nh, khng nh v TG: ngi phn bin cc ngh ca Nhm
thc hin d n

NGUYN TC

Cc c im ca mt chng trnh Truyn thng thng hiu

thnh cng:

N c da trn mt s gn gi vi NTD, v da trn s nh

gi NTD s phn ng nh th no. N phi tc ng vo hnh vi
ca NTD.
N bao gm nhng im khc bit mnh m ca thng hiu.
Khng ch bn thn thng hiu phi c s khc bit, m c cc
tng v cch thc a thng hiu giao tip vi NTD cng
phi c o v khc bit. y l cha kho chin thng trong
cnh tranh.
N tp trung vo nhng tng mnh m: tng nht qun
trong sut c qu trnh, v xuyn sut cc knh giao tip khc
nhau. Vic thc thi tng lun mang thm s ti mi, v v
vy lun lm trn vai tr truyn thng cho mi yu t ca chin
dch.
N n gin, giao tip mt cch r rng

NGUYN TC

Cc c im ca mt chng trnh Truyn thng thng hiu

thnh cng:

C nhng tc ng hiu qu d nhn ra trong cc knh truyn

thng c s dng.
ng tin v thc t thuyt phc NTD
Phn nh v bi p thm gi tr ca thng hiu. N th hin
ng nhng tnh cch ca thng hiu, p ng c mong
mun ca N TD. T lm tng thm gi tr ca thng hiu.
Li ko NTD theo mt cch lm cho h thy thch th, v vy, thi
ca h i vi thng hiu l tch cc.
tng, vic thc thi tng c nhn bit, ghi nh v kt ni
cht ch, khng th tch ri vi thng hiu.
S dng ti a nhng u im ca knh giao tip v c cch
thc m trong knh giao tip c NTD cm nhn v s
dng.

Lu rng, chng trnh truyn thng phi phi c lut bo

v v c tnh chn tht, lch s.

QUI TRNH

Qui trnh l th s gip cho nhm lm vic trn tru, hiu qu.
N gip cho nhm chuyn t giai on ny sang giai on kia
m khng tn thi gian tho lun bc tip theo phi lm g.

Mi mt bc i trong qui trnh u c tnh sng cn. Kin

nghim cho thy rng c mi bc m b b qua th phi tr
gi bng kt qu.

Qui trnh c thn trng lp nn sao cho n gin, vi t giai

on nht c th, v ch c 4 giai on chnh nh sau:

nh v thng hiu - m bo tan nhm hon ton hiu r

nhng mc tiu ca thng hiu.
Xy dng Bn K hoch Truyn thng ca thng hiu - m
bo li ch cao nht t nhng ng tin m chng ta b ra.
Bn M t giao tip vi cc i tc - m bo cc ngun
lc c t vo cc cng vic/nhim v tp trung, r rng
Phn hi ca Cng ty i vi cc Bn ngh - m bo giai
on tip theo c r rng.

BN K HOCH TRUYN THNG

nh ngha
L mt qui trnh v biu mu gip t c cc mc tiu ca thng hiu t
chin lc truyn thng vi hiu qu cao.
Bn k hoc truyn thng gip chn ng knh tip xc vi ng khch
hng mc tiu, vi mt thng ip (message) ng n. Ni khc i, chng ta
chn cc knh trc khi bt u qui trnh sng tc.

Vai tr
Trong mt hin trng m cc thng hiu ngy cng phc tp, th trng
media thay i ngy mt nhanh chng, Bn k hoch kinh doanh c thit
k gip chng ta ti u ho ngun lc m chng ta s dng cho vic thit
lp k hoc truyn thng.
Bn KH Truyn thng gip xc nh v lp th t u tin cc hot ng/ mc
tiu chnh ca thng hiu, xc nh knh giao tip tng ng v chn cc
knh c hiu sut, hiu qu cao nht lm cho thng hiu giao tip c
vi NTD.

4 Giai an (P1 P4)

G 1: Ph chun cc hot ng cho
thng hiu, th t u tin thc hin cc
hot ng v ngn sch s dng.
Xc nh tt c cc hot ng marketing tim
nng cho thng hiu. Sau sp xp th t
u tin, vi ngun ngn sch v thi gian
h tr cho chin lc marketing sao cho n
khp vi kh nng c th chu ng c.

G 2: Chn la knh giao tip cho mi

hat ng.
Ph chun tng hot ng mt nh vy, chng
ta lp c bn k hoch u tin da trn s

4 phase (P1 P4)

G 3: Thng qua bn KH nhp
Chng ta thng nht tt c cc hot ng khc
nhau cho thng hiu trong mt bn duy nht.
Bn tng th ny gip Nhm ph trch iu chnh
cc hot ng ca mnh, thi gian c th ca tng
c nhn c c mt s hip lc ln nht.
Trong giai on ny, cc Cty Qco s c brief.

G 4: Ph chun bn KH TT cui cng.

Giai on ny lin quan vic xem xt tng knh
c xut, bao gm vic pht trin cc
tng, iu chnh v ghp ni tng k hoch hnh
ng c th c cu tr li cho chng. Nhng

Nhm thc hin

Bc u tin ca Bn KHTT l la chn mt
core team lm vic trong sut 4 giai on
ca d n.
Core team c 4 thnh phn chnh, mi thnh
phn chu trch nhim gip pht trin
mt knh tng ng mt cch hiu qu.
1. Marketing
Marketing team s do Team leader lnh o (s tt
hn nu ngi l Marketing Director). Team leader
l ngi chu trch nhim cao nht, bao gm c vic
la chn knh v la chn cc agency. Team learder

Nhm thc hin

2. Cng ty NCTT
Vai tr: ng gp nhng kin thc/hiu bit
tng tn ca mnh v thng hiu v khch
hng mc tiu cho Bn KHTT, bao gm c cc suy
ngh NTD v tng hnh thnh k hoch pht
trin cho thng hiu.

3. Cng ty qun l knh

Vai tr: ng gp cho Bn KHTT tt c nhng kin
thc/hiu bit ca mnh v cc knh truyn thng
v cch thc m NTD s dng cc knh ny. Cng
ty QL Knh khng c trch nhim quyt nh knh
c la chn ( l trch nhim ca team
leader), nhng li c vai tr iu khin cc bui
tho lun v knh c th a ra nhiu phng

Thit k tc phm qung co

Vai tr:
Mi tun, c hng ngn mu qung co xut hin trn bo, tp ch, TV,
poster. Nhng NTD thc s nh c bao nhiu trong s ?
Thng hiu ca chng ta cn phi ni bt trong rng qung co v
thu ht s ch ca khn gi. Nu lm c nh vy, chng ta s nhn
c nhng kt qu mong mun. Thay v l nh hoc chuyn knh,
ngi xem s dng li xem, thch th v nh ti qung co ca chng ta,
t thi quen tiu dng ca h s b nh hng.

Lm th no c iu ? C 6 bc trong giai on ny:

M t d n
Trnh by
Tr li
T chc thit k thc hin
Sn xut
nh gi

Bng M t
Qung co c 2 mc ch: giao tip v thc
y hnh vi mua hng cho nn chng ta phi
thc hin vic tm tt.

Trc khi M t, hy kim tra:

Bn c hon ton tin tng rng thng hiu
c nh v mt cch r rng, c tnh cnh tranh
cao v c s khc bit cha?
C thc s da trn mt suy ngh ca NTD khng?
Mc tiu ca on qung co nm trong tng th
chung ca k hoch giao tip ca thng hiu c r
rng khng?
Cc thnh vin trong i c k nng v ngun
lc thc hin mc tiu ra hay khng?
Ngi leader c thm quyn thay mt ton

Bng M t
Ln k hoch cho bn M t
Ln k hoch v thi gian sao cho tng bc
ca c thc hin mt cch ng thi hn,
c tnh n bc m gia thi im kt thc
v tung sn phm.
m bo rng s kt hp gia cng ty v
agency l r rng, vi cc chc danh cng vic
c xc nh r.
Tm hiu r v agency ca bn s t chc
ca h nh th no, h lm vic v kim tin
nh th no.
Hy cng h ni v nhng thng hiu, nhng

Bng M t
Ln k hoch cho bn M t
ng bao gi ch ngi gi bn brief cho
agency! Phi trnh by, mt i mt v lm tt
c nhng g c th cho bui hp sng ng
v cng vi n s l s sng ng ca bn
brief. Hy bn bn brief l l do ca bui
meeting!
Lm ht sc m bo rng tt c mi ngi
u thch th vi bui meeting. Hy sng to
trong tng vic la chn a im, t chc v
trnh din cc vt liu cn thit.

Bng M t
Bn M t phi m t r rng iu m bn trng i. l tng
cho mt chin dch mi, hay l mt tng mi chin dch hin
ti mi m hn?
Mt bn M t phi bao gm tt c cc cu hi chnh sau:

Ti sao chng ta cn mt mu qung co mi?

Xut pht t insight no ca NTD m chng ta vit bn brief ny?
Ai l khch hng mc tiu ca chng ta?
H ang ngh g v ang lm g vi thng hiu ca chng ta v cc
category ca n?
Chng ta mun h ngh v lm g sau khi xem qung co ca chng ta?
iu g khin cho h phi thay i nh vy? (ni mt cch khc u l
im khc bit) Ti sao h phi tin tng nh vy?

Lit k tt c cc yu t thc tin cn xem xt cho qu trnh thc

hin. ng thi lit k tn cc thnh vin, ngi ra quyt nh, ngi
k bn brief. Cui cng, nh km Bn nh v Thng hiu

Trnh by tc phm
y l thi im quan trng ca c nhm. C rt nhiu nguy c cho
thng hiu v tng lai ca n ph thuc vo vic nhng tng
ln c nhn bit hay li b hu dit.
Nn thc hin cc bc sau y:
Nhm phi c mt y - nu i trng khng th c mt, hy di
lch hp sang hm khc.
Gii hn cuc hp ch trong core team qu nhiu ngi, nht l nhng
ngi khng lin quan s l iu c hi.
m bo v thi gian v a im ca bui hp sao cho c th trnh
by v tho lun mt cch thoi mi nht. Cn nhc kh nng hp ti
vn phng ca agency c y thit b v nhm ph trch thng
hiu t b lm phin nht.
Ngn cm mi vic c th lm gin on - tt in thoi di ng.

Trnh by tc phm
Nn thc hin cc bc sau y:
iu quan trng nht l tha thun t trc rng Cng ty Qco s trnh
by tng qung co v gii thch ton b concept trc khi trinh by
c th cch th hin tng. Nu c i ng v tng
chsinh, sau mi cch th hin tng ti s khng b loi b nu
cch th hin tng d!
Khuyn khch Cng ty QC trnh by concept v cc cch th hin tng
thc hin di bt c hnh thc no m h tin rng l cch tt nht
din t tng ca h.
Cui cng, Cng ty QC phi nu r h thch tng no nht v v sao.

Phn

hi

y l thi im rt quan trng, v mt tng tt c th b git cht. V

mt tng ti li c th c thng qua. C 2 iu u l thm kch cho
thng hiu.
l l do v sao vai tr ca leader l rt cn thit thit trong cc bc tip
theo:
Trc tin, m bo rng tt c thnh vin trong i u hiu r v tng sp
c trnh by.
Sau khi mo tho lun v nhng xut s dn ti k hoch hnh ng.

Nu c i quen lm vic cng nhau, ton b vic tho lun nn c ci

m. Tuy nhin, nu vic sng to c v kh khn, cuc meeting c qu nhiu
ngi, hoc i mi thnh lp, i trng c th chia i thnh tng nhm
nh trao i quan im vi nhau.
i trng c th la chn 1 trong 2 cch v ni r s la chn ca
mnh.

Phn

hi

Bnh lun v cc tng sng to l rt kh, v ph thuc rt nhiu v kinh

nghim, cn phi c thc hin mt cch dn ch hoc coi nh mt bi tp
c giao.
Trong qu trnh tho lun, ngi lnh o cn t ra cc tho thun v cc
bc thc hin. Cng nh xc nh r con ng hoc nhng con ng s
tri qua, nhng im no trong cn pht trin ln hay yu cu ton i
bt u li t u.
Cui cng, mt iu quan trng trong vic phn hi vi Cng ty QC l phi
vit thnh vn bn. Nn lm iu vo cui ngy lm vic tip theo, khi
vn cn nh r mi chuyn, v vch r nhng kt lun t bui hp v
nhng hnh ng cn thit.

Hng

dn chung

Nhng hng dn sau y s gip bn trong vic phn hi nhng tng

sng to do cng ty QC a ra.
Khi CTQC trnh by cc phng n ca h, hy s dng nhng im kim
tra sau y:

Bo m rng bn hiu ng tng ca h.

Tp trung vo tng, ch khng phi vo cch th hin tng .
Lng nghe phn ng t y lng ca bn v t tri tim ca bn.
Nu phn ng u tin ca bn l yu thch, hy tip tc gi n.

Mt qung co tt ch c mt thc o duy nht l lm thay i hnh

vi mua hng ca NTD.

Hng

dn chung

gip bn nh gi c cc tng qung co, c 3 nguyn tc ca

mt qung co tt c tng kt li. Bn cn phi c cu tr li tch
cc vi c 3 cu hi , bo m vic qung co t c mc tiu
ra.
A. C gy s ch khng?
Chng ta cn bo m rng trong mt rng cc qung co, n sc gy s
ch , gy nn mt tc ng no , gy nn s thch th v nh hng. Tuy
nhin, khng phi tt c cc qung co gy c s ch l 1 qung co
tt.

B. C nu c cc yu t ca thng hiu r rng khng?

Mt qung co tt khng ch cp n thng hiu! tng phi l mu
tht ca thng hiu, ch khng ch gn kt mt cch lng lo!

Hng dn chung
C. C a ra thng ip mt cch thuyt phc hay khng?
im khc bit ca thng hiu phi c hiu theo mt cch tch cc v s
dn n s thay i mt cch tch cc trong hnh vi mua ca NTD. lm
c iu ny, n phi n gin, khng b hiu lm.

C mt vi hng dn sau gip bn nhn ra th no l mt qung co

khng tt. C phi n ri vo cc trng hp sau:

Hiu nhm (nhm ln)?

C qu nhiu thng ip?
Khng c mi lin quan?
Chn v c th on trc c?

Hng dn chung
CVai tr ca ngi lnh o ht sc cn thit trong vic phn hi cc
tng ca CTQC. Anh ta phi:
Bo m rng cc thnh vin trong cng ty hiu r v tng ang c trnh
by.
Khi mo cuc tho lun sao cho s dn ti mt bn k hoch hnh ng
c mi ngi thng qua.
Bo m rng nhng phn hi ca cng ty v cc xut do CTQC a ra phi
c vit thnh vn bn. ( l mt nguyn tc lm vic quan trng).

T chc thit k

By gi, ton i s tp trung vo vic thit k tng qung co.

Tp trung vo tng mnh v th tm cch din t n bng nhiu thng
ip khc nhau. Pht trin tng da vo s gp ca NTD v tng
c pht trin v s em vo thc hin. C 2 cng c nghin cu th
trng s gip bn hon thnh nhim v ny.
Nghin cu nh tnh hiu r
c dng kim tra xem tng qung co c nh gi nh th no (c
c hiu ng khng, c ph hp khng), sau xy dng v pht trin tng
thnh 1 qung co tt.

Nghin cu nh lng nh gi
Nghin cu ny dng nh gi vic thc hin v mc thnh cng ca qung
co c th o c cc thng s nh gi rating ca qung co. Xem trc
(preview) l phng php c dng cho nghin cu ny.

T chc thit k

Nghin cu nh lng nh gi
Preview gip bn nh gi kh nng nh hng ti hnh vi mua ca NTD ca
tng c la chn, bng cch kim tra:
C gy s ch khng?

xc nh s ch , Preview kim tra xem qung co gy nn phn

ng tch cc hay tiu cc, nh hng nh th no ti NTD. Preview
cng kim tra s thch th ca NTD v nu thch on qung co ,
h s xem!
C nu c nhng yu t ct li v thng hiu khng?

nh gi c thng tin v thng hiu, PreView kim tra xem

tng qung co c cp mt cch mt thit n thng hiu khng.
Mc ghi nh v thng hiu s l bo co ca Preview v mc
gy ch v thng tin v thng hiu.
C a ra thng ip mt cch thuyt phc khng?

nh gi hiu qu truyn thng, Preview s kim tra kh nng nhn

ra thng hiu ngay lp tc khi c hi hoc nhn ra khi c nhc;
xem qung co c d hiu hay khng - bi v nu kh hiu, n s khng
t c hiu qu cao.
Preview cng kim tra tnh thuyt phc ca qung co bng cch o
kh nng mc quan tm n vic mua hng (bng cch s dng cu
hi c kh nng mua khng)

Sn xut
Mt qung co c sn xut tt s tng thm gi tr cho thng hiu
bng cch lm tng s ch , thng tin v thng hiu c truyn ti
mt cch r rng. Hng dn chung:
Cc mc tiu ca vic sn xut phi c t ra. Cc tiu ch ny s dn
dt chng ta ti nhng s la chn tt nht, bao gm c vic la chn
ngi gim c sn xut no, v mi s la chn u nhm mc ch
c mt qung co xut sc.
Nu bn chun b mi tin tt, bn ch cn mt bui hp chun b cho
bc Tin Sn xut (Pree Production Meeting PPM).
PPM s tht bi nu n tr thnh nhng bui meeting ghi chp, hoc
khng cp n nhng vic quan trng cha c quyt nh.

Sn xut
Thng th Producer ca CTQC s l ngi lead bui hp ny, v l bui
kim tra li xem tt c cc quyt nh c cha v c k cha. Bui
hp ny phi ngn gn, chnh xc v r rng.
Hy u t mt cch thn trng vo vic sn xut. iu khng c ngha
l bn chn mt phng n sn xut r tin. Nu bn thy cn phi u t
nhiu, hy bo m rng tin ang chy vo nhng tng sng to ch
o ch khng phi vo nhng tng bn l.

nh gi
Hy nh gi trn nhng g bn thy v nghe ch khng phi trn nhng g
bn trng i.
Hy dng nhng ch dn nh trong vic nh gi tng qung co: gy
s ch khng, thng tin v thng hiu v cch truyn ti.
Tp trung vo vic NTD c th thu c g t on qung co , ch
khng phi l ci g c cho vo on qung co .
Nu bn ngh phi thay i, iu cn phi test ln nht l trc v
sau. Nhng s thay i nh, dn n vic phi edit li ht ln ny n
ln khc c th git cht tng mt cch t t. Nu c nhiu yu cu v
vic sa li hy nhn mt cch tng th v nh gi xem s thay i
c lm thay i 1 cch thc s tt cho on qung co hay khng.

nh gi
Mt on qung co c th c pht trin da trn mt tng tt v
mt s thc hin thng minh v sng to. Tuy nhin, ngay c nhng
nghin cu th trng c v s lng ln cht lng cng khng th d
on c mt cch chnh xc tc ng ca on qung co ln hnh vi
ca NTD. Cch duy nht nh gi c iu l xem nhng thay i
g din ra ngay khi qung co ang c pht.
nh gi l 1 qu trnh quan trng bi v nhng iu thu c s l nhng
im khi u cho ton b qui trnh. The team phi quay tr li NTD, v
sng to ra nhng Suy ngh mi chun b cho nhng bc k tip trong
chu trnh sng ca thng hiu.

PR - Public Relation
nh ngha:
Qung co l t ni v mnh
PR l cho mi ngi ni v mnh

PR l g?
PR l cch thc giao tip vi NTD thng qua ngi gy nh hng (influencer)
- mt bn th 3, chng hn nh cc phng tin truyn thng, nhng ngi
ni ting, nhng kin khc nhau, nhng t chc c trch nhim, trung thc
v ng tin cy,
Qung co l t ni v thng hiu. PR l nhng ngi khc ni v thng
hiu.

PR - Public Relation
Ti sao iu li quan trng?
PR c th ni nhng iu m qung co khng ni ht c v thng hiu.
N c th hu ch khi launch mt thng hiu mi, lm b cho danh ting
ca thng hiu, mn danh ting ca ngi ni ting lm p thm cho
thng hiu, dy cho NTD hiu bit thm v thng hiu v c th o c
s ni bt ca thng hiu.

Lm th no thc hin iu ?
Cn tun theo cc hng dn khi thc hin mt chin dch PR.

Public Relations
PR c bt u sau khi thng nht KHTT
thng hiu
PR, ging nh qung co, l mt phng
tin giao tip. V vy, vic ln k hoch cho
n cng ging nh cho mt k hoch
qung co, cng s dng qui trnh va nu
trn.
Bn bt u ln k hoch cho chin lc
PR bng cch chn t G 1 ca KHTT
nhng nhim v ca thng hiu m bn
ngh c th dng PR thc hin, dng G

Public Relations
Sau bn hy la chn nhng ngi c th
gy nh hng ln nht n nhng NTD mc
tiu ny v bin h tr thnh khch hng mc
tiu ca chin dch PR, xc nh mc tiu
truyn thng PR cho mi nhm khch hng
mc tiu ny.
Nhng kh nng c th khc ca PR s c
nh gi trong Bn KHKD G3, v nhng
phng n c la chn s c nh gi
trong G 4 trong tt c cc hot ng
truyn thng s c thc hin mt cch

Nhng ngi gy nh hng (Influencer)

nh ngha
Thay v tip cn trc tip vi NTD, chng ta s tip
cn vi h qua nhng ngi m h tin v tn
trng.
Nhng ngi gy nh hng s ni vi nhng
ngi khc na. Ngy nay ngi ta gi l
marketing truyn ming.
V bn khng th ni ht vi tt c nhng ngi
gy nh hng m bn c, bn phi loi b bt
mt s nhm ngi. C 2 cu hi quan trng sau
y m bn cn tr li:
Da trn s hiu bit ca bn v h, nhng nhm
ngi gy nh hng no bn c kh nng lm vic

Nhng ngi gy nh hng (Influencer)

C nhng ngi sau c th gy nh hng

n NTD:
Lut s
Ngi bn hng (Trade)
Cc T chc chuyn mn theo php lut
Nhng ngi c th to ra d lun (Bc s / Nh
Gio / Nh bo)
Nhng ngi chng i: c th gy hi cho
Thng hiu
Nhng ngi phng i (Amplifier) c th lm
pht tn v to nh hng rng ri (Media)

6 vai tr cho PR
Tung sn phm
Nu bn launch mt thng hiu, PR c th gip g trong vic thm
nhp ca thng hiu vo lnh vc , lm cho vic tham gia c ng
hn, hay lm cho vic launch tt nht? C nhng iu no trong s
lm cho vic launch hiu qu v c hiu sut cao?

Danh ting
Bn c cn bo v danh ting ca thng hiu?

Lm sng li thng hiu? (revitalization)

PR c th gip g thng hiu thch ng vi i sng hin ti ca
NTD.

6 vai tr cho PR
Lm cho NTD tin cy (credibility)
PR c th khai thc nhng kh nng thng hiu c xc nhn s
tin cy mt cch c lp

Gio dc/o to
C nhng li ch no ca thng hiu m qung co cha ni ti v bn
mun ph bin khng?

S ni bt
Thng hiu ni bt i vi NTD cha?

Sau khi xem xt 6 vai tr ny, hy chun b vit bn M t d n PR

cho cc cng ty PR

BN M T CHNG TRNH PR
Ti sao chng ta cn PR?
giao tip nhng chuyn chng ta khng th lm trong qung co

Suy ngh ca NTD?

70% NTD khng bit r v
Mc du vy, VN li l nc c bnh cancer nhiu nht

i tng nhm n?
Primary
Secondary

H ang suy ngh v lm g? (trong lnh vc sn phm/thng hiu

ca ta)
Chng ta mun h p ng th no sau khi lm PR?

BN M T CHNG TRNH PR
Cu chuyn m chng ta mun nh PR lm c th t c diu
ny?
Loi sn phm ny c th

Bng chng cho cu chuyn ny?

Sn phm s dng cng ngh .

C hnh ng h tr no khc na khng?

10 T ng cho chin dch qung co, bao gm qung co trn TV v .

Lit k nhng yu t c th thc hin?

Thi gian:
Ngn sch: US100,000
Phi hp:
Chuyn vin
Speaker

BN M T CHNG TRNH PR
Cn yu t g na khng?
Lut php khng cho php .
ng mi NTD n . v ..

Nhng ngi c th gy nh hng (s b)

Chuyn vin
Speaker

EM THNG HIU VO I
SNG
Cn yu t g na khng?
Lut php khng cho php .
ng mi NTD n . v ..

Nhng ngi c th gy nh hng (s b)

Chuyn vin
Speaker

KiM SAT NH GI
CHNG
TRNH
MARKETING
Cn yu t g na khng?
Lut php khng cho php .
ng mi NTD n . v ..

Nhng ngi c th gy nh hng (s b)

Chuyn vin
Speaker