Tc phm: Khc Bit Hay L Cht

Bn dch: Khc bit hay l cht

Tc gi: Jack Trout & Steve Rivkin
Bin dch: Phm Tho Nguyn Vng Bo Long
Nh xut bn Tr, 2014
Sch gm 343 trang.

V tc gi:

Jack Trout l ngi c cng ln trong vic pht trin mt phng php marketing quan trng vi
tn gi positioning. Vi phng php ny, ng thi vo lnh vc marketing mt lung tng
hon ton mi m trong nhng thp nin gn y.

Jack Trout khi u s nghip ca mnh phng qung co cng ty General Electric. Sau , ng
tr thnh gim c qung co ca mt chi nhnh Unironyal v cng Al Ries m i l qung
co, ri thnh lp cng ty t vn marketing. Hai ngi c gn 26 nm cng tc cng nhau trong
vic iu hnh cng nh xut bn sch. Nhng cun sch ng v Al Ries vit gy c ting
vang ln nh: The 22 Immutable Laws of Marketing, Marketing Warfare, BoTSm-up Marketing,
Horse Sense, b

Ni dung chnh:

Khc bit hay l cht c nh gi l mt trong nhng cun sch marketing hay nht ca mi
thi i. Chnh qua quyn sch ny, khc bit ha (differentiate) tr thnh mt t ng ln
trong th gii kinh doanh ngy nay.

Xt thy tm quan trng ca vic to s khc bit, hai tc gi Jack Trout v Steve Rivkin cp
nht v b sung nhiu tng v ni dung mi vo n bn ln th hai ny.

l s tng hp thm 18 v d thc t, sng ng v ba chng hon ton mi. Mt chng

gii thiu cc nghin cu v dng sn phm. Mt chng trnh by s khc bit qua nhng tin
n truyn ming v chng cn li nhn mnh rng bn c th khc bit ha mi th trong mi
lnh vc kinh doanh ca bn.

Ngi Tm Tt:

- Doanh nhn Nguyn Tun Hng, Tng Gim c Nanado Group.

- 1 chuyn gia t vn chin lc Marketing & o To In House cho SMEs.
CHNG 1: VNG QUC CA S LA CHN

Thi xa xa, la chn khng phi l mt vn ca con ngi. Ngy nay, khi lm mt vic g hay
mua sm th g, chng ta cng phi cn nhc, la chn. Nu mun mua xe, ngi dn M phi
chn mt trong s hn 300 nhn hiu xe c mt trn th trng. La chn mt c s chm sc
sc kho ph hp l v cng kh khn v rt nhiu bnh vin m hu nh mi th u tng
ng nhau. Mi vic phc v nhu cu cuc sng u din ra nh vy.

Hin nay, cc dng sn phm ang khng ngng m rng; mt dng sn phm li phn chia
thnh nhiu chng loi sn phm khc nhau. S phn chia y l mt qu trnh din ra lin tc.

V vy, vic ra i mt ngnh cng nghip mi nhm h tr chng ta chn la d dng hn: Bn
c th tm thy khp ni nhng li khuyn t nhng quyn cm nang, trn mng internet, cc tp
ch dnh cho ngi tiu dngb Cc chuyn gia tm l tiu dng cho rng vic c qu nhiu hng
mc chn la s khin mi ngi pht in ln.

Vi s cnh tranh d di, th trng ngy nay b chi phi bi s la chn. Nu bn b qua s c
o ca ring mnh th bn s nhanh chng b hu hoi v s tr gi t cho sai lm .
CHNG 2: CC DNG SN PHM ANG DN NG NHT HO

Di tc ng ca qui lut phn chia, cng lc cng c nhiu dng sn phm ang dn tr nn
ng nht ho, cng t thng hiu to c s khc bit r rng.

Sn phm ca bn c g khc bit vi nhng sn phm cng loi khc? Tnh khc bit hnh thnh
v tn ti da trn cn bn nhng gi tr m mt sn phm hay dch v thc s s hu, l tnh hay
cm tnh, l nhng gi tr thc hay gi tr cm nhn, phi c ch ng trong tm tr ngi tiu
dng. Chu p lc t b phn kinh doanh, nh bn l, nh sn xut thc hin cc chng trnh
qung co nh mua hng trng thng hay bn hng h gi; cng li ko nhiu ngi mua hng
theo cch ny th nim tin ca h dnh cho thng hiu ca bn cng gim dn. V nhng g bn
c th lm thu ht ngi tiu dng th i th ca bn cng c th lm nh vy.

V vy, ngi lm marketing phi tm mi cch nh v nhng im khc bit ca sn phm hay
dch v. Ci m cc thng hiu ang thiu chnh l li th sn phm c o.
CHNG 3: LI TH SN PHM C O L G?

Qua qung co, bn phi a ra mt li th r rng v khc bit ca sn phm; bn phi chuyn
n khch hng thng ip: Khi mua sn phm ny h s nhn c li ch c bit saub l
c im ca sn phm m cc i th cnh tranh khng th c. Li th phi mnh tc
ng v li ko khch hng n vi sn phm. chin thng, bn phi ch trng n mc
khng tho mn ca khch hng vi nhng sn phm tng t hin c trn th trng.

Khch hng lun ang c gng a ra quyt nh mua sn phm ny hay sn phm kia, cho nn,
bn phi lm cho sn phm hay dch v ca bn tr nn khc bit bng cch c bit ho, nhn
cch ho, to chng loi mi, thay i tn gi hay ti nh v dng sn phm, v ch cn quyt tm,
bn s to ra s khc bit.
CHNG 4: LM MI LI TH SN PHM C O

Ngy nay, s xut hin hng lot cc sn phm mi lm khuy o tm tr ngi tiu dng
bng nhng tuyn b y mu thun v nhng khc bit chng ng k. Sn phm dn u
thng gp phi nhng cnh tranh theo kiu ti cng th. Cc sn phm cnh tranh cng lc
cng tng t nhau. Hu ht cc sn phm mi u ch l nhng bn sao, chng khng phi l
kt qu ca vic sng to ng ngha.

C sau vi nm, Gillette li tung ra th trng mt loi dao co ru mi. K t khi gii thiu loi
dao co ru hai li (Trac II), cng ty a ra mt lot cc loi dao ci tin nh hai li t iu
chnh (Atra), hai li chng thm nc (Sensor), ba li (Mach 3) v sau ny l nm li
(Fusion). Nu bn ang ngh n l trnh khc bit ca sn phm, tt hn ht l bn nn hc hi
hnh mu ca Gillette: ci tin, nng cp v i mi.

Quan st xung quanh, chng ta s thy mi th u c th khc bit ho. S khc bit ng ngha
da vo nhng pht minh, sng ch ca mnh l mt cng vic khng h d dng nhng khng
c ngha l khng th.
CHNG 5: CHT LNG SN PHM, DCH V V NH HNG KHCH HNG
HIM KHI L NHNG TNG KHC BIT HO

Trong kinh doanh, cht lng l iu hin nhin khng phi l s khc bit. Thu hiu v yu qu
khch hng cng l iu tt yu, khng phi l s khc bit.

Nhu cu khch hng khng ngng tng cng vi nhng ci tin ca nn kinh t, cng lc h cng
i hi cao hn. Cho nn, mi mt cng ty u phi tng tc tho mn nhu cu ca h.

Zanes Cycles tr nn khc bit khi a ra ch bo hnh sut i. Mi chic xe p mua

t Zanes Cycles u c bo hnh sa cha hoc bo tr min ph vo bt k lc no. Bn s
ngh Zane sai lm, Zane in! Nhng ci in ca Zane li kim ra tin. i ng k thut ca ng
lun lp rp xe vi mc chnh xc ti a v h hiu h phi bo tr cho chic xe sut thi
gian s dng. Nh ch bo hnh sut i gi chn khch hng tt nht v ca hng ca
Zane li c nhiu c hi gii thiu nhng loi ph tng mi trng by trong ca hng.

Nu bn khng theo kp nhu cu ca khch hng th cng ty bn ch bnh thng m thi, thay v,
cng ty cn phi nh v chnh mnh theo cch khc bit hn so vi i th cnh tranh. C ngha l
cng ty cn tm ra mt im khc bit c o.
CHNG 6: SNG TO KHNG PHI L TNG KHC BIT HO

Ngy nay, c rt nhiu mu qung co c thm vo nhiu yu t sng to hay gii tr n mc

chng kh c th truyn t c iu m cc cng ty tht s mun qung co.

Chng ta thnh vng c chnh l nh ngi tiu dng lun a ra nhng i hi phi l v h
chu tc ng bi nhng gi tr cm tnh m h, vt ngoi ranh gii ca s hp l. V vy,
tng bn hng phi c sc tc ng mnh m v trnh by chng bng mt ngn ng i
thng sn phm khng tr nn xa l, n gin l a nhiu thc t hn vo qung co. Ni
cch khc, bn cn phi cung cp cho khch hng mt l do h chn mua sn phm ca bn.

Qung co nhm mc ch trao i nhng tin ch khc bit ca mt thng hiu. Marketing l
mt mn khoa hc gip nh v sn phm ca bn trong mi tng quan vi cc i th cnh
tranh. Nhng slogan qung co v ngha tng t nh nhng con vi-rt ang tn ph th gii
marketing. Nu iu ny vn cn tip din, chng ta s chng kin nhiu dng sn phm dn tr
nn ng nht.

B quyt l nhn ra s khc nhau gia mt slogan qung co v mt im khc bit ca sn

phm.
CHNG 7: GI C HIM KHI L MT TNG KHC BIT HO

Gi c thng l k th ca s khc bit ho. Khi gi c tr thnh trng tm ca thng ip bn

hng th nhng c hi sn phm hay dch v ca bn tr nn c bit bt u gim dn. y
khng phi l hng kinh doanh hiu qu, v mi i th cnh tranh u c th iu chnh li gi
bt c lc no h mun.

Tuy nhin, khng ph nhn hon ton chin lc cnh tranh v gi, v nu bit cch, bn c th
s dng chin lc gi thp to s khc bit v xy dng thng hiu.

Mt cng ty sa, nhng cng ty khc cnh tranh h gi thnh thp hn, nhng cng ty khc cnh
tranh h gi nhng cng ngh lc hu khin h thua l.

Cn cc chng trnh khuyn mi gim gi thng chng li cht g n tng, n khng tc

ng n mi lc mua hng sau . Khch hng him khi mua sn phm hay dch v ca mt
thng hiu mi l ch v gim gi. Ngoi ra, chin lc khc bit ho bng gi cao khi sn phm
cht lng cao hn, cht lng t nhiu g cng phi thy c, n th hin s snh iu,
sang trng hay ng cp.
CHNG 8: CHNG LOI SN PHM A DNG KHNG HN S TO RA S KHC BIT

Mt s ngnh kinh doanh, vic a dng ho chng loi sn phm li l mt yu t to ra s khc

bit. Nhng nu bn s dng chin lc khc bit ny th i th cnh tranh ca bn cng hon
ton c th p dng chin lc tng t.

Tuy nhin, khi a dng ho sn phm, vic qun l cc hng mc sn phm, mc du c my

tnh cung cp d liu, nhng c tm ra v tr mn hng hay khng li l vn khc. S hn
hp v thi gian ca khch hng cng khin nhng ca hng tin li hay ch mi ni tr thnh s
la chn u tin.

Mng internet cng nhanh chng tr thnh ni cung cp khng gii hn loi sn phm v dch
v, y l mt vng quc chn la mi. V khi vic kinh doanh trn mng khng cn l im
khc bit na, mi i th u nh nhau, th ch cn gi l yu t duy nht bn c th dng to
ra s khc bit cho mnh. V, c bit, khch hng c th nhanh chng so snh gi c ch bng
mt vi c nhp chut.
CHNG 9: 4 BC TO RA S KHC BIT

Tin trnh khc bit ho gm 4 bc n gin sau y:

Bc 1: Thng ip phi c ngha

Thng ip ca bn phi c ngha r rng ng vi hin trng ca dng sn phm. Thng ip

phi bt ngun t nhng g m th trng v i th cnh tranh cng nh khch hng mc tiu
bit r v bn, xt hin trng ang xy ra trong th trng v xc nh xem tng ca bn ra i
c ng khng.

Bc 2: Tm kim tng khc bit

Bn phi tm c ci g lm bn khc bit so vi cc i th cnh tranh, v hy hiu rng s

khc bit khng nht thit phi c lin quan n sn phm.

Bc 3: C chng c xc thc

Nu sn phm ca bn c s khc bit, bn nn gii thch r s khc bit ny. iu s tr

thnh mt bng chng xc thc cho sn phm, dch v ca bn. Hy nh rng bn khng th
khc bit ho ch bng cch ni sung.

Bc 4: Truyn thng v s khc bit ca bn

C c mt tng khc bit ho tt vn cha , bn phi c mt ngun lc cn thit thc

hin chng trnh qung co nhm gii thiu s khc bit ca bn cho th trng.
CHNG 10: S KHC BIT DIN RA TRONG TM TR KHCH HNG

Bn hy nh v sn phm ca bn. Ngha l to th ring bit cho sn phm ca bn gia v

vn sn phm cnh tranh, y l vic v cng quan trng v n lin quan trc tip n suy ngh v
nhn nh ca khch hng.

Con ngi cm thy kh s v lng thng tin qu ln, h khng tm tr ghi nhn, tr phi
l sc khc bit v cng n tng. V vy, cch tt nht thc s tip cn vo tm tr khch
hng l n gin ho ti a thng ip ca bn, bng cch ch tp trung vo mt tng khc bit
y sc mnh.

Bn c th tp trung vo ch mt sn phm, mt tin ch v mt thng ip, a ra c im

nhn trong thng ip nhanh chng c tm tr ngi tiu dng tip nhn.Thng hiu
chuyn bit l kh nng c nhn bit nh mt thng hiu chuyn nghip hay l thng hiu
tt nht.

Thng hiu chuyn bit c kh nng tr thnh mt biu tng c trng cho mt dng sn
phm. Biu tng c trng chnh l mt v kh ti thng trong mi cuc chin marketing.
CHNG 11: TR THNH S 1 L MT TNG KHC BIT HO

Nhng thng hiu thuc v th h u tin ca dng sn phm tr nn khc bit so vi nhng
k n sau.

Mi ngi thng cm nhn rng sn phm xut hin u tin l sn phm chnh gc v nhng
sn phm ra i sau l nhng sn phm n theo. Nhng thng hiu ra i sau thng c
khuynh hng khng i u trc tip, h khc bit chnh mnh bng mt thuc tnh hoc mt
tng m nhng thng hiu tin phong thiu quan tm.

Nhng thng hiu u tin gi vng c v th dn u ca mnh l do ci tn ca chng

thng tr nn ph bin. (Ti Vit Nam, Honda c ngha l xe gn my) V vy, khi bn ra mt
th trng mt sn phm mi bn nn chn mt t c th tr nn ph bin.

Tuy nhin, d bn v tr tin phong trong mt thi gian di th cng khng m bo chc chn
cho s thnh cng ca bn. duy tr v tr tin phong, bn phi tp trung vo nhng tng hay
v phi n lc v c ngun lc khng l. Ngc li, nhng thng hiu u tin nhng tht bi l
do c nhng tng km.

V tr tin phong thng khng th bao qut khp cc khu vc a l ca th gii, nn bn khng
th ngn chn c ai s vay mn tng ca bn v tr thnh ngi tin phong trong
phm vi a l nht nh. V vy, ngi tin phong cng phi l ngi bit quan st xung quanh.
CHNG 12: S HU MT THUC TNH L MT CCH KHC BIT HO

Thuc tnh l mt nt c trng, mt tnh cht tiu biu, mt tnh cch c th ca con ngi hay
s vt. Mt c th l tng hp ca nhiu thuc tnh. Marilyn Monroe ni ting v s hp dn. Kem
nh rng Crest ni ting v kh nng nga su rng. S thng minh hay sc p ca Monroe,
mi v ca kem Crest ch l im nhn hay tnh cht xp v tr th yu.

S hu mt thuc tnh c th l cch tt nht khc bit ho mt sn phm hay mt dch v.

Nhng bn khng th s hu cng mt thuc tnh m i th cnh tranh s hu, bn cn phi
c mt thuc tnh ca ring mnh.

Tt hn, bn nn tm kim mt thuc tnh i nghch, cho php sn phm ca bn i u vi sn

phm ang chim lnh th trng. Thng ip ca bn phi cha c ai s dng trc . Bn phi
xc nh mt thuc tnh hiu qu nht lun n gin v tp trung vo tin ch ca sn phm.

Cc thuc tnh c mc quan trng khc nhau. Bn phi n lc s hu c mt thuc tnh

quan trng nht. Hu ht nhng cng (hay thng hiu) thnh cng u s hu mt t trong
tm tr ca khch hng mc tiu. Bn khng th d on tm mc th phn ca nhng sn phm
c thuc tnh mi, v vy, ng bao gi ci nho nhng thuc tnh mi m, xa l
CHNG 13: DN U TH TRNG L MT CCH KHC BIT HO

Dn u th trng l cch mnh m nht khc bit ho mt thng hiu, bi y l cch trc
tip nht thit lp nhng chng nhn cho thng hiu. Lc , khch hng mc tiu hu nh
s tin tng vo bt c nhng g m bn ni v thng hiu.

V th dn u c hnh thnh bi nhng yu t dn u v doanh s, dn u v cng ngh,

dn u v khoa hc. Nhng yu t gp phn to s khc bit ho hiu qu.

Tnh dn u l mt b phng tuyt vi bn c th k vi mi ngi v cu chuyn bn

vn n v tr hng u nh th no. Bn nn nh rng, duy tr nh cao xem ra d dng hn l
t n v tr . Nu bn c c hi ln n v th hng u, hy ng ngay cnh ca li trc
mt i th cnh tranh.
CHNG 14: K THA TO RA S KHC BIT

Tnh k tha c mt sc mnh lm ni bt sn phm ca bn v c th l mt tng khc bit

mnh m, bi vic bn s hu mt lch s lu i l mt li th tm l ln, iu lm cho khch
hng vng tm vi s la chn ca mnh. Khch hng ca bn cm nhn rng bn l ngi ng
u trong ngnh ngh m bn ang kinh doanh; bn l ngi tr lu di nht.

Ni cng ty bn xut thn l mt trong nhng yu t quan trng ca tnh k tha, v mi quc gia
c th c vi sn phm c trng ca quc gia , xem nh l mt chng nhn hin nhin cho
sn phm. Tnh k tha mang truyn thng kinh doanh ca gia nh cng mang li hiu qu c
bit. Mt cng ty gia nh s c v th tt hn phc v khch hng bi h khng phi gp nhiu
tr ngi v c ng, li nhun cng nh s bin ng ca th trng chng khon, tt c ngun
lc u tp trung vo sn phm.

Tuy nhin, khng phi lc no truyn thng cng l tt c. Bn phi cn bng nim t ho v di
sn trong qu kh vi tm nhn hng n tng lai. Phi ngh ra nhng chin thut marketing
mi ho trn tnh truyn thng tng c ngi tiu dng yu mn vi nhng bc pht trin
v i mi cn thit tip ni s thnh cng
CHNG 15: CHUYN BIT TH TRNG L MT TNG KHC BIT HO

Mi ngi thng n tng vi nhng ai ch tp trung vo mt hot ng hoc mt sn phm c

trng no . Mi ngi c xu hng xem nhng ngi ny nh l chuyn gia v tn vinh,
ngng m vn kin thc v kinh nghim ca h.

V kh ti thng ca mt thng hiu chuyn bit l tr thnh biu tng chung cho dng sn
phm ang kinh doanh. l khi thng hiu bn tr thnh tn gi chung cho sn phm hoc i
din cho c dng sn phm.

Scott l mt loi khn giy hng u ca M, nhng khi Scott pht trin thm cc sn phm t
giy khc th Charmin tr thnh thng hiu hng u trong th trng khn giy.

Ch tch George Muller ca cng ty Subara ca Nht quyt nh ch tp trung vo cng ngh
truyn ng bn bnh lm cng ngh c th a ra loi xe AWD to s khc bit chnh
mnh vi Toyota v Honda. ng bit s dng mt c tnh chuyn bit khc bit ho sn
phm ca mnh. Subara pht trin tt.
CHNG 16: S A CHUNG CA TH TRNG L MT TNG KHC BIT
HO

Ngi tiu dng i khi khng bit h mun g. Hnh vi mua hng ca h xut pht t tm l m
ng, h cho rng nhng g ngi khc suy ngh u l ng.

C nhiu cch thc khc nhau thc thi hiu qu chin lc to s a chung cho sn phm
ca bn. Nike kinh doanh thnh cng nh vo thc t rng nhiu vn ng vin th thao ni ting
a chung loi giy mm ca h. Nhn hiu d Brigg c chng nhn Royal warrant do
cung cp d cho hong t x Wales, ni ln s a chung v hi lng ca khch hng.

Cc cng ty thng s dng nhng s liu kho st, tng hp, iu tra ca nhng c nhn, t
chc, phng tin truyn thng hay cc d n nghin cu lm thng tin tham kho v mc
a chung ca th trng. Nu bn chi tin t thc hin cuc kho st ly kin v sn phm
ca bn, th phi chi thm mt khon mi nhng ngi ni ting tham gia cuc kho st ny.
Cn nu cha c bt k nghin cu hay kho st no v lnh vc kinh doanh m bn ang tham
gia, th bn phi tm cch thuyt phc mt t chc xut bn chuyn ngnh thc hin thm d ny.
CHNG 17: S NI TRI L MT TNG KHC BIT HO

Vic tp trung vo mt sn phm tm ra cng ngh c o v gii thiu chng nh mt thnh

t diu k lm sn phm tr nn khc bit.

Crest gi loi kem nh rng nga su rng c cht fluor ca mnh l Flouristan.

General Motors qung b cho h thng Northstar ca dng xe Cadillac.

Liu c bao nhiu ngi hiu c Flouristan, Trinitron, Northstar l nh th no v quan

trng ra sao. Nhng n c v gy n tng. Nhng thnh t diu k khng cn phi gii thch, bi
chng vn diu k.

Sn phm cng phc tp bao nhiu cng phi cn n mt thnh t k diu lm khc bit sn
phm ca bn vi sn phm ca i th cnh tranh.

Royal Selangor sn xut sn phm m ngh c lm th cng, cng nhn nh nhng ngh nhn
cn trng t m to ra sn phm. Mi ngi c cm gic sn phm l nhng tc phm ngh
thut, n tt hn v gi tr hn. V vy, nu sn phm ca bn c chi tit no c lm th
cng, bn hy cng b iu mt cch t ho.

Khi bn to ra sn phm tt hn th bn c c s nng gi thnh ln mt cht. Gi cao hn

cng truyn n khch hng thng ip rng cc i th ca bn ang sn xut theo qui trnh r
tin hn.
CHNG 18: SN PHM TH H MI CNG L MT TNG KHC BIT HO

Thay v ci tin sn phm, bn c gng a ra cc sn phm thuc th h mi, l mt con

ng chc chn tr nn khc bit. Khng ai mun mua mt sn phm b xem l li thi. V
vy, cch bn vt qua i th cnh tranh l t nh v sn phm ca bn l mi v tt hn.

Cc nh sn xut hng u t tn cng sn phm ca chnh mnh bng nhng sn phm thuc
th h mi. V c l khng cng ty no lm iu ny tt hn Intell.

Vic b sung mt ng dng cng ngh cng l mt cch to ra th h sn phm mi. Dell
b sung mt ng dng cng ngh mi bn cnh thuc tnh trc tip vn to nn s khc bit
ca Dell.

Nhng khng phi lc no sn phm th h mi cng pht huy hiu qu. Vn c nhng him
nguy trong cuc chi sn phm th h mi m bn phi n trnh bng mi gi: Khng dng sn
phm th h mi gii quyt vn khng c tht; khng dng sn phm th h mi can
thip vo vn thuc v thi quen, tp qun; sn phm th h mi phi tt hn. Sai lm thng
gp l chng ta ph thuc qu mc vo ci c hoc a ci mi vo mt cng ty vn ch hiu theo
cch c.

Nu Kodak cm nhn c loi my chp hnh k thut s l mi e do cho cc loi my chp

phim truyn thng, th h khng nn c gng p dng cng ngh mi ny di ci tn Kodak. H
nn thnh lp mt cng ty khc vi mt ci tn thng hiu khc v chp nhn cng ngh mi
ny tn cng tr li cng ngh lc hu ca mnh.