TP HUN

CHUYN VIN KINH DOANH

HC PHN: BRAND & MARKETING
DU KCH
By Pink Lady- Mecghi H M

MARKETING
L G?

Marketing l g?

TN GIAI

Marketing l g
Xc nh i tng
Thu hiu i i tng
Tm hiu nhng tnh ch
Hiu nhng im mnh ca bn thn,
nhng iu m i tng thch
Lp chin lc, chin thut tn: th
thnh, to s tin cy, c o, gy sc,
gy ch , truyn thng,bm ui, ...

Marketing l g?
Nghin cu th trng: insight
khch hng
Nghin cu i th cnh
tranh:Customer insight
Chin lc thng hiu: Brand
insight
Chin lc truyn thng

WHY?
SALE PHI HC V
MARKETING?

SALE L G?

SAL
E

WH
O
WHA
T
HO
W

Khch hng
ca bn l ai,
u, ntn..

Sn phm l
g? Khc bit
sn phm l
g?

Bn nh th
no?

L DO
KHCH HNG
MUA SN PHM CA
BN?

THNG HIU L G?

Hng ha cnh tranh

bng gi v s tin li
Thng hiu cnh tranh
bng gi tr v hnh
hoc to ra s cm nhn
tch cc v gi tr hu
hnh

Ngh thut ca marketing chnh l

ngh thut v xy dng thng hiu.
Nu sn phm ca bn ch l HNG
HA v l do duy nht khch hng
mua hng l GI THP
Bn cha th gi l THNG HIU

Thng hiu l g?

Thng hiu l g?
Thng hiu l mt
lin tng khc bit
( c tnh cht) l
tnh hoc cm tnh
trong tm tr khch
hng v mt cng
ty hoc sn phm
c th.

Thng hiu l g?

Thng hiu l s
khc bit trong tm
tr, cm xc ca
khch hng vi 1
sn phm, 1 c
nhn hay 1 t chc
no

Thng hiu l g?

Hiu qu
hot ng:
Chy nhanh
trong mt cuc
ua
Khc bit
ha: Chn mt
ng ua mi
thng hiu l
ngi dn u

Brand
insigh
t
Custo
mer
insigh
t
Competi
tor
Insight
Category
insight

Brand
insigh
t
Custo
mer
insigh
t
Competi
tor
Insight
Category
insight

Competitor Insight
Cc im
khc bit
ca i
th

S tng
ng v
khch hng
mc tiu

Nhng im
Khch hng
cha hi
lng

Chin lc
nh v ca
i th

Customer insight
H l ai?
H u?
Gii tnh?
Tui?
S thch?
Thi quen
Hnh vi tiu
dng?

Customer Insight

Nghin cu th trng
Test sn phm
mi, o lng s
hi lng, o lng
nhu cu...

nh tnh & nh
lng

Data & Finding

im khc bit thng hiu

(POD)

Why ?
Khng r thng hiu ca mnh c
im mnh g
Ni khc nhau v im mnh
Khng r mnh cnh tranh vi i th
v ci g
Thng hiu khng r rng, khng n
tng trong mt khch hng
Hot ng Thng hiu- truyn
thng- sale thiu nh hng, ri rc

NguynDnhl to POD
u tin
Tin
phong

Duy nht

ring cho
mt i
tng
khch
hng

S mt

PO
D
Lm cho
i th
tr nn
li thi

c l

Li ch,
thuc
tnh

u tin

TOP OF THE
MIND

u tin trong tm tr
khch hng
#
u tin trn th
trng

Tin phong

Chin lc lm cho i th tr
nn li thi

Dnh ring cho 1 i tng

khch hng

Li ch, thuc tnh

Xy POD t nghin cu
i th

Xy POD t nghin cu
i th

Xy POD t nghin cu
khch hng

nh v thng hiu

Ti u ha
khch hng ngh
v
sn phm

nh v thng hiu
im tng
ng( nh th
no)

Phm vi
tham
chiu( Ai,
u, ci
g, khi
no)

nh
v
thn
g
hiu

im
khc
bit( T
i sao)

nh v thng hiu

Thiu nin siu ng l

kha hc s 1 v thi
sng, k nng sng cho
tui teen

Mt s tng v nh v
1. nh v y l sn phm ch thc, cc SP khc cha phi (V d cafe
th thit, 100% nguyn cht ko sao tm) Trung Nguyn
2. nh v xp hng v tr 1,2,3v d : lun theo sau sp Top 1- Chng
ti ng th nh Vit Nam. Khi ni n thng th 1 th s phi ngh n
mnh l th 2 v Avis l mt v d ni ting (We try harder)
3. Gi lun thp nht : Nu tm c sp no gi thp hn s gim thm
5%
4. Gi lun l cao nht : Trn th trng l thng cao gi nht. khch
hng mua l v gi n cao v hnh din v iu ny Helmet
5. Bn nht, chc chn nht : 60 nm vn chy tt Eletrolux
6. An ton nht : 10 nm qua, cha h gy ra 1 s xut no SSS
7. Tc dng nhanh hn, t hiu qu nhanh gp 10 ln thng bn cnh
8. Lm gi cm hn : Dng xong s gi cm quyn r hn nhiu
Victoria secrets
9. Th hin gii tnh mnh : Bn lnh n ng thi nay Tiger beer
10. Khch hng ring bit : Ch dnh cho b m thng thi Bibomart

11. Kch c ring , vc dng ring : Ch dnh cho ngi ngoi c

NEM
12. Vn c nhn c bit : Chuyn tr gu Haicnear
13. Thi gian trong ngy : Chng bun ng ban m
14. Thi gian ring : Neptune v cm xc xum vy ngy Tt
15. Neo cm xc : Th u, Hoi c, S t tin : Ph bt n, inh
cafe
16. Ton cu, quc t ha : C th gii tin dung Bia 333
17. Xut x original : c sn c kho lng V i Dasavina
18. Tn ngng tn gio hay vng min : Bia Corona Khi ung
theo nghi thc Maya c xt mui v cm chanh
19. Ni hi t tinh hoa : Modern Life : Ni hi t hng hiu gia
dng TG
20. Hnh dng c bit : Cm kp Vietmac , bnh m tam gic
Donakebap

21. Mu sc : Vinalink vi 2 mu xanh tr

danh trn ln
22. Mi : Johnson baby : Mi ca b yu
23. V : M tm Chanh Omni
24. S mm mt : Sulksilk
25. Nhit : Dng ngon hn khi lnh
26. Nguyn liu xn hn
27. Tnh cht organic thin nhin
28. Sch hn, loi b c t tp cht
29. Cng ngh mi nht
30. Tit kim thi gian, nhanh hn

31.
32.
33.
34.
35.
36.
37.
38.
39.
40.

D s hu hn, h thng rng ln hn

Hu mi v dch v thng hng
C c nhn ni bt
i ng nhn lc c bit
Gn vi hnh nh lin tng nhn vt
c ngi ni ting a dng
Khuyn dng bi chuyn gia
L biu tng vn ha
Cung cp phn phi theo cch c bit
Khng cha thnh t no : sugar free

41. Thnh hnh nht, l trends x hi

42. Khng gy hi mi trng, thn thin mt
43. Li cho sc khe
44. Tng tc dng th thao
45. Handmade , ch tc tay ngh cao
46. Sn phm ca nhm ngi c bit nh
khuyt tt, tr em
47. Hn ch limited edition
48. C tnh ha tng sn phm
49. C thm cht mi hay hn hp nhiu cht qu
50. Sn phm thay th cho th ang ph bin

51. Thm tnh nng mi l

52. Mua 1 tng 1
53. Hai trong 1
54. Nhn hiu gia nh gia truyn, tht truyn
55. Chia tng lp
56. Phong cch sng
57. Ngc li vi i th
58. Trch nhim x hi : Tt cho cng tc X hi,
chung tay v mt hnh ng cao p
59. nh v theo hnh nh v tnh cch ca nhn vt
c tch.
60. Th hin ci ti ca khch hng

Love mark
Logic leads to conclusion
But
Emotion leads to Action

Cng c khc bit ha

Thng hiu bng cm xc?

Hnh mu thng hiu

&
Tnh cch thng hiu

Hnh mu thng hiu

H thng nhn din thng

hiu

Tn thng hiu
Cu nh v thng hiu
Logo
Mu sc
Kiu ch

Nothing in marketing can

succed unless the name is right
Al Ries

Cc phng php t tn
thng hiu
Ly t trong t in: discovery
chanel..
To ra nhng t mi: kodak, oreo
S dng nhng ch ci vit tt: hp,
KFC
Chi ch, lp m: cocacola
Ly t m t: thegioididong,vinamilk
Tn c o, ph cch

S dng tnh cch thng hiu

cho vic t tn
T nhin
Tin cy
Tinh t
Si ng

Truyn thng Thng hiu

BIG IDEA

Truyn thng thng hiu

MARKETING
DU KCH

Marketing du kch l mt hnh thc tip

thda trn phng php sng to,c o
d gy bt ng nhm em li hiu qu lp
tc.
vi chi ph khim tn nhng c th thu
ht s ng khch hng mc tiu, lm
cho khch hng hi lng, t ti a ha
li ch ca doanh nghip.

c im ca Marketing du
kch
Bt ng, ngc nhin, vi a im, thi gian, thng ip v
hnh nh bt ng
Khng theo mt qui tc no c
nh ng khch hng mnc tiu
Gy n tng, c o d nh
Chi ph thp : Chi ph phi r hn mt k hoch marketing
bnh thng
D lan truyn hay c nhc ti
nh nhanh rt nhanh khi dnh thng li
Vn phi nm trong k hoch Brand/ marketing tng th
C rui ro nhng thit hi khng ln

S khc bit
Du kch : Tn dng , mai phc , thin v t
duy v p
dng nhiu ni khng ch phn truyn
thng , min
l to hiu qu nhanh tc thi
Viral : Thin v to hiu ng lan truyn
min ph vi tc nhanh hay lu di
thng qua MXH ln c m ng mc
tiu, thin v nhn din hay gia tng tnh
cm vi Brand
Emotional : S dng khai thc cc cm
xc trng thi hay phn x cm xc
theo hon cnh, trit l, li sng
trin khai cc thng ip bm theo cc cm

NGCH
C
U TIN
DUY NHT

5. Cc hnh thc ph bin

Sp t sng to
Nhhng pha biu din nguy him
TTng qu, chia s min ph trn phh
Viral content
Trang tr sng to ti inhouse v OHH
Bao b sng to, sng to ch hack SP
Cc knh Digital
Contextual concept
Lng ghp trong n phm
Creative wording (copywriting)
PR du kch, ngh lun truyn thng
Cc hnh thc bt quy tc khc trong STPMM nh chin
thut thc sn, Chin thut i din trong phn phi,
location, POSM, Shopper marketing.

Sp t sng to

Trang tr sng to

Nhng pha biu din

V d:
Tn dng hnh nh sp t gia qun
o v c th v du v l mt phn c
th nhng ch l ngh thut sp t trn
c th/ body arts
Chin dch m min ph
Cp din n
o thut/

Tng qu /chia s min ph

V d:
Tri nghim dng th sn phm ni cng cng
Cung cp mt dch v min ph m th trng ang thiu
a ra mt game hay ng dng ph hp vi m ng
ng gi cc case study thnh cng v pht hnh min
ph
Cm 3000 VN

Viral content
Nhy flashmob ngoi ng ph
Video clip viral
To ngh lun truyn thng thng qua
ngi hay
th php.
Contextual content (case flowerbox)

Sng to bao b, sn phm, ch hack

SP
V d:
Ti v bao b
Trang tr sng to cho card visit
Trang tr trn m bo him xe my
Ch, hack sn phm ng dng vo vic khc c tnh
sng to cao
Trang tr sng to cho vn phng cng ty
Xe vn chuyn tr hng, ch

Truyn thng/ PR sng to

Tuyn dng sng to (BlueC)

Gi Data thng co bo ch (Vinalink)
Li trong s kin (Admicro)
Th php ngm cng kch: V d chin
dch PR ngm S dng influencer cng
kch chnh bn thn. (Trang H elitePrschool)
Th php cng kch ng u thng
hiu ln (Trung nguyn vs Starbuck)
To s kin min ph gy d lun
(SioSushi)

8 bc lp k hoch
marketing
du kch

Xc nh khch hng mc tiu

Xy dng sn phm m khch hng thy tr gi
Xy dng thng ip Truyn thng ip USP n vi
khch hng
To ra tng truyn thng sng to
Thit k kch bn
Sn xut, thc hin cc mu vt truyn thng ph
hp vi cc knh
K hoch tch hp knh, media plan
o lng

Cc hnh thc bt quy tc khc

Chin thut thc sn (Shmode)
Chin thut i din trong phn phi
(KFC)
Local marketing: POSM, Shopper
marketing.
(Ru Ty u)
Co-branding, qung co cng sinh