c6 - Chien Luoc San Pham

8/9/2019 c6 - Chien Luoc San Pham

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Th.S Dinh Tien Minh 1

CHNG 6CHNG 6CHNG 6

CHIEN LC SAN PHAMCHIEN LC SAN PHAM(Product Strategy)(Product Strategy)


Muc tieu chng 61. Ch ra tam quan trong cua san pham va

chien lc san pham trong kinh doanh.

2. Trnh bay mot so chien lc san pham

ien hnh.

3. Gii thieu ve nghien cu chu ky song

cua mot san pham va tien trnh phattrien mot san pham mi.


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6.1 Khai quat ve san pham theo quaniem marketing

6.1.1 San pham Khai niem San pham la bat c th g co the a vao th

trng e at c s chu y, mua ban, s dung

hoac tieu thu, co kha nang thoa man c mot

c muon hay mot nhu cau. Mot san pham co the la vat pham, dch vu, ytng hay a iem.


Trang b

Giaohang& tndung

Bao hanh

Dchvu sau

khimua

San phamgia tang

San phamthc te

San phamcot loi

Bao b

aciem

Nhanhieu

Chatlng

Kieu

dang

Li ch c

ban

San phamtiem nang


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Chc nang ma khach hang mong i khi

ho mua san pham e giai quyet mot nhu caucua mnh c goi la san pham c ban. Cac bo phan cau thanh san pham phoi hplai nham chuyen tai li ch cua san pham cban cho khach hang goi la san pham cu the. Tat ca cac li ch va dch vu c capthem, cho phep phan biet san pham cua motcong ty nay vi cac cong ty khac goi la san

pham gia tang.


Phan loai Tuy theo muc ch s dung: hang tieu dung vahang t lieu san xuat. Tuy theo thi gian s dung: hang ben vahang mau hong. Tuy theo ac iem cau tao: san pham huhnh va dch vu. Tuy theo hanh vi tieu dung cua cac loai hang:

hang thuan tien (thiet yeu, ngau hng, capthiet), hang shopping (mua co suy ngh), hangac biet (oc ao).


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ac tnh cua san pham ac tnh k thuat, l hoa: gom cong thc, thanh

phan vat lieu, kieu dang, mau sac, c kho

ac tnh s dung gom thi gian s dung, tnh

ac thu, o ben, an toan, hieu nang ac tnh tam ly: gom ve ep, ve tre trung, s

thoai mai, s vng chac. ac tnh ket hp: gom gia ca, nhan hieu, s

ong goi, ten goi, cac dch vu


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6.1.2 Nhan hieu Khai niem

Nhan hieu la mot thuoc tnh quan trong cua san

pham. No co the la ten goi, kieu dang, bieu tng,

hoac bat c ac iem nao cho phep phan biet san

pham cua nha cung cap nay vi san pham cua nha

cung cap khac.


What is branding ?

Branding means the use of a name, term, symbol, or

designor a combination of theseto identify a product.

It includes the use of brand names, trademarks, and

practically all other means of product identification

Brand name has a narrower meaning. A brand name

is a word, letter, or a group of words or letters. Examples

include Blockbuster Video, WD-40, 3M Post-its, and

IBM ValuePoint computers. Trademark is a legal term. A trademark includes

only those words, symbols, or marks that are legally

registered for use by a single company.

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Nhan hieu co cac chc nang sau Chc nang thc tien: cho phep ghi nh de dang ket

qua cua qua trnh la chon trc ay, nh o giupngi tieu thu co the tm lai c nhanh chong cacnhan hieu ma ho cho la thch hp. Chc nang bao am: oi vi ngi tieu thu, motnhan hieu quen thuoc la s am bao cho mot chatlng tot nhat. Chc nang ca the hoa: khi ngi tieu thu la chonmot nhan hieu nao o tc la khang nh net oc ao,

nhan cach cua ho.


Chc nang tao s vui thch: ngi tieu thu camthay vui thch khi c chon la tha ho trong nhieusan pham co nhan hieu a dang. Chc nang chuyen biet: khi nhan hieu phan anhmot hnh dang oc nhat cac ac trng cua san pham,v du nhan hieu xe hi thng la con thu, ngoi sao,dong song, con chim e ch s di chuyen nhanh. Chc nang de phan biet: khi nhan hieu la iem duy

nhat e ngi tieu thu bam vao trong viec chon muasan pham, o la nhng san pham co mau sac giongnhau rat kho phan biet bang mat


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Quyet nh ve quan he ho hang cua nhan hieu

Ten nhan hieu rieng biet (P&G).

Ten nhan hieu thong nhat cho tat ca cac loai hang

hoa (GE).

Ten nhan hieu tap the cho ho hang hoa.

Ten thng mai cua cong ty ket hp vi nhan hieu

rieng biet (Kellog rice cryspies, Kellog raisin).


The following conditions are favorable to successfulbranding:

1. The product is easy to identify by brand or trademark.

2. The product quality is the best value for the price. And the

quality is easy to maintain.

3. Dependable and widespread availability is possible. When

customers start using a brand, they want to be able to

continue using it.

4. The demand for the general product class is large.

5. The demand is strong enough so that the market price can be

high enough to make the branding effort profitable.

6. There are economies of scale. If the branding is really

successful, costs should drop and profits should increase.

7. Favorable shelf locations or display space in stores will help.

This is something retailers can control when they brand their

own products. Producers must use aggressive salespeople to

get favorable positions.

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Characteristics of a Good Brand Name :1. Short and simple2. Easy to spell and read3. Easy to recognize and remember4. Easy to pronounce5. Can be pronounced in only one way6. Can be pronounced in all languages7. Suggestive of product benefits8. Adaptive to packaging/labeling needs9. No undesirable imagery10. Always timely (does not get out-of-date)11. Adaptable to any advertising medium

12. Legally available for use (not in use byanother firm)

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6.1.3 Bao b ong goi Khai niem

Bao b la viec thiet ke va san xuat vat dung

cha ng san pham. No ngay cang tr nen mot

cong cu marketing quan trong.

Bao b bao gom 3 lp: Lp trong la lp trc tiep

cha ng hang hoa. Bao goi ngoai dung bao ve

lp trong. Va bao b van chuyen e bao quan va

van chuyen hang hoa.


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Bao b tot se:

Bao boc va bao ve c san pham.

Thu hut c s chu y. Phan anh c noi dung ben trong.

ay nhanh viec ban san pham.

De ong goi, van chuyen thong qua cac

kenh phan phoi.

Phu hp vi cac yeu cau va quan tam ve

moi trng.


6.1.4 Nhng quyet nh ve dch vu oi vi

khach hang: Quyet nh ve he thong dch vu tong hp

Cho hng tn dung, ieu kien giao hang

Bao hanh

Sa cha khong mat tien

Cho th mien ph

Lap rap, hieu chnh san pham Hng dan cach s dung san pham


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Quyet nh ve mc o dch vu (khoi lng va chat

lng). Quyet nh ve hnh thc lam dch vu. Cung cap dch vu sa cha tivi mien ph 1 namke t ngay mua. Ban hp ong ve phuc vu cho mot cong ty khac. Khong lam dch vu sa cha va e cho cac thsa cha phuc vu. Bo phan lam dch vu phuc vu khach hang.


6.2 Chien lc san pham6.2.1 Cac khai niem Dong san pham (product-line): la mot nhomnhng san pham co lien he mat thiet vi nhau biv chung thc hien mot chc nang tng t, cban cho cung mot nhom khach hang qua cung motkenh nh nhau hay tao ra mot khung gia cu the. Tap hp san pham (product-mix): la tong hp

nhng dong san pham va mon hang ma mot ngiban cu the a ra e ban cho nhng ngi mua.


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Chien lc san pham la tong the cac nh

hng, cac nguyen tac va cac bien phap thc hientrong viec xac lap mot tap hp san pham bao gom

cac dong san pham va cac mon hang (product item)

sao cho phu hp vi tng th trng va phu hp vi

tng giai oan khac nhau trong chu k song cua

san pham o.


6.2.2 Cac chien lc san pham Chien lc dong san pham Chien lc tap hp san pham Chien lc cho tng san pham cu the

Product lines

Product item

Product item

Product item

Product item

Product item

Product item

Product item

Product item

Product item

Product-mix


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BOT GIAT KEM ANH RANG XA BONG CUC KH MUI TA LOT CA PHEXAI MOT LAN

Ivory snow Gleem Ivory Secret Pampers Folger'sDreft Crest Camay Sure Luvs Instant folger's

Tide Lava High Point Instant

Joy Kirk's Folger's Flaked Coffee

Cheer Zest

\Oxydol Safeguard

Dash Coast

Cascade

Ivory liquid

Gain

Dawn

Era

Bold 3

Liquid tide

Solo

Chieu rong pho hang va chieu dai he hang cac san pham

P&G

Chieu rong pho hang

Chieudaiheh

ang


Hair care

Deodorant

Oral care


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Skin care

Prestige

Fragances

Tea


STOP

ME

AND

BUY

ONE

In the 1920s, Wall's "W" logo was printed on cards anddistributed to families. Displaying the card in thewindow was a signal for the ice cream salesman tocall.

For many the slogan "Stop me and buy one", paintedon the front of Wall's ice cream delivery tricycles, is acherished childhood memory.


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6.2.2.1. Chien lc dong san pham (Product-line strategy)Trong kinh doanh t co doanh nghiep nao ch co mot

san pham duy nhat ma thng co ca mot dong sanpham nh o giup doanh nghiep phan bo rui ro tothn. Chien lc thiet lap cac dong san phame viec kinh doanh an toan, co hieu qua, can thietlap cac dong san pham thch hp va tng bc cungco cac dong o ve chat cung nh ve lng e the lcdoanh nghiep ngay cang tang. Chien lc phat trien dong san phamChien lc phat trien dong san pham the hien bis phat trien cac mon hang trong cac dong sanpham o. Viec phat trien dong san pham co the thc

hien theo hai cach : dan rong va bo sung.


Chien lc han che dong san phamTrong qua trnh kinh doanh, canh tranh tren thtrng chac chan doanh nghiep se phat hien ranhng dong san pham hay nhng san pham khongcon hieu qua na va phai nhanh chong t bo chunge don moi tiem lc phat huy nhng san pham hienang con co hieu qua. Chien lc cai tien dong san phamTrong chien lc nay, cac san pham hien co trong

dong san pham c sa oi t nhieu nh cai tien vehnh dang, c kho, vat lieu, mau sac, bao b, nhanhieu t o cung lam cho khach hang tieu dung nhieuhn.


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Chien lc hien ai hoa dong san phamMuc ch cua chien lc nay la lam cho cac san

pham sat hp vi nhu cau ngay mot nang cao cua thtrng. e hien ai hoa dong san pham doanhnghiep nen ieu chnh tng phan v lam nh vay segiup tranh c kho khan ve mat tai chnh ongthi giup doanh nghiep nhan xet c phan ng cuakhach hang va cac trung gian oi vi mau ma mio trc khi thay oi ca dong san pham.


6.2.2.2. Chien lc tap hp san pham(Product-mix strategy) Chien lc m rong tap hp san pham: chien lcnay c thc hien bang cach tang them cac dongsan pham mi thch hp . Chien lc keo dai cac dong san pham: trong mottap hp : chien lc nay c thc hien bang cachtang them so mat hang cho moi dong san pham taocho cong ty co c cac dong san pham hoan chnh . Chien lc tang chieu sau cua tap hp san pham:chien lc nay c thc hien bang cach tang so

mau bien the cua moi san pham nh thay oi kchc, mui v cho mot san pham. Chien lc tang giam tnh ong nhat cua tap hpsan pham: chien lc nay c thc hien tuy thuocdoanh nghiep muon co uy tn vng chac trong motlanh vc hay tham gia vao nhieu lnh vc khac nhau.


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6.2.2.3. Chien lc cho tng san pham cuthe Chien lc thch ng san pham Nang cao chat lng san pham: Cai tien cong nghe Nang cao tay nghe Tm hieu nguon nguyen vat lieu Kiem ta chat che chat lng san pham

Ha gia ban hang: Phan tch gia tr Loai bo chi ph vo ch


Chien lc oi mi san pham oi mi phan ng: c thc hien khi th trng co

san pham mi c tung ra. Muon thc hien c

chien lc nay can thoa man hai ieu kien:

Doanh nghiep phai co kha nang ve marketing.

Doanh nghiep phai co s mem deo ve c cau to

chc va san xuat.

oi mi chu ong: c thc hien khi th trng

cha co g thay oi nhng doanh nghiep muon tm

kiem mot mc phat trien cao hn.


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Chien lc bat chc san pham

c thc hien khi doanh nghiep khong dam oi

mi v s rui ro.

S bat chc co the mang tnh chat oi mi.

Chien lc nay can c thc hien nhanh chong bi

le neu bat chc cham qua ch lam tang them s

ong hang hoa.


Chien lc nh v san pham

Tao cho san pham mot v tr ac biet trong tam tr

ngi mua va khach hang tng lai.

Lam cho no c phan biet ro rang vi cac san

pham canh tranh.


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6.3 Chien lc phat trien san pham miNguyen nhan dan en s that bai cua san pham mi:

Thiet ke san pham co loi va khong mang lai lich ma ngi ta mong i. Nha san xuat co the a anh gia qua cao tnhhnh th trng. Nha san xuat co the a anh gia thap mc ocanh tranh. Khuech trng san pham co the cha u manhe thu hut u so ngi mua. Khong hieu sau sac khach hang muc tieu, th

trng va oi thu canh tranh.Gia thanh co the cao hn d kien.


6.3.1 Khai niem: San pham mi o la san pham c mot so

khach hang tiem nang cam nhan nh mi, no bao

gom san pham mi hoan toan, san pham cai tien,

san pham hoan chnh va san pham co nhan hieu

mi ma doanh nghiep phat trien.


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6.3.2 Cac bc phat trien san pham mi:


Tm ra ytngmi

Chon loc vaanh gia ytng mi

Phat trien &Th nghiemkhai niem

Phat trien va thnghiem san pham mi

Thng maihoa san pham

Hoach nh chienlc marketing

Phan tch vemat kinh doanh


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B1: Tm ra y tng mi

Muc ch cua giai oan nay la tm ra nhng y

tng ve san pham mi cang nhieu cang tot. Nhng

y niem o co the xuat phat t khach hang, t nhng

chuyen i en ni nay ni khac, t quan sat oi thu

canh tranh, xem trien lam, phong trng bay, hay y

kien cua nhan vien doanh nghiep.


B2: Chon loc va anh gia y tng mi Cong ty can tranh hai sai lam: Sai lam-BO (DROP-error) Sai lam-THEO (GO-error) Thong thng doanh nghiep rat an o gia nhieuy tng mi. Chon y tng nao ? Y tng nao se phuhp nhat vi chien lc cua doanh nghiep, vi tiemnang cua no ?


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B3: Phat trien va th nghiem khai niem

Chuyen at mot y tng thanh nhng ngon t cho

khach hang hieu (mo ta kieu dang, mau sac, c kho,mui v, tnh nang s dung va gia ca san pham).

Th nghiem khai niem san pham nhom khach

hang thch hp ma cong ty ang muon hng en

bang cac cau hoi thch hp.


Cau Hoi Chu Yeu Trong Mot Cuoc Th NghiemKhai Niem Ve Mot Xe Hi Chay Bang ien

1. Khai niem ve chiec xe hi ien nay co ro rang oi viban khong ?2. Ban thay xe hi ien co ch dung ro ret nao so vi xechay xang thong thng ?3. Ban thay nhng ieu noi ve kha nang hoat ong cuaxe hi ien co ang tin khong ?4. Xe hi ien co ap ng ung nhu cau cua ban khong ?5. Ban co the e ngh cai tien g ve ac iem cua xe ?6. Trong nha ban, ai nam vai tro quyet nh mua, va aise s dung xe nay ?

7. Theo y ban, gia mot chiec xe hi ien nen la baonhieu ?8. Ban co mua xe nay khong? (Dt khoat-co, co le-co, cole-khong, dt khoat-khong).


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B4: Hoach nh chien lc marketing

Th nhat: mo ta quy mo, c cau, hanh vi cua th

trng muc tieu, d kien nh v va ban san pham,th phan va mc li nhuan mong i trong nam au.

Th hai: d kien gia san pham, chien lc phan

phoi va kinh ph marketing cho nam au tien.

Th ba: trnh bay ch tieu mc tieu thu va li

nhuan lau dai, va chien lc marketing-mix trong

thi gian o.


B5: Phan tch ve mat kinh doanh c lng doanh so: anh gia xem doanh so co u cao e thu cmc lai thoa ang cho cong ty khong ? Nen khao sat qua trnh ban cua san pham tngt, va can ieu tra y kien cua th trng. c lng doanh so toi thieu va toi a, e bietc mc rui ro.Viec tien lieu doanh so tuy thuoc kha nhieu vao

loai san pham (mua mot lan, mua khong thngxuyen, hay mua thng xuyen). c lng chi ph va mc li.


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B6: Phat trien va th nghiem san pham mi

Thc hien khai niem san pham.

Th nghiem cac yeu to gan lien vi san pham: Th nghiem ve mui.

Th nghiem ve gia ca.

Th nghiem ve ten goi.

Th nghiem ve ong goi.

Th nghiem ve xuc tien.

Th nghiem iem ban hang.


B7: Thng mai hoa san pham Sau nhieu th nghiem cong ty i en quyetnh trien khai va kiem tra viec pho bien no eieu chnh nhng thong so khac nhau.


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INTRODUCTION GROWTH MATURITY DECLINE

A. Characteristics

Sales Low Growth Slow growth Decline

Profits Negligible Peak level Declining Low or Zero

Cash-flow Negative Moderate High Low

Customers Innovative Mass market Mass market Laggards

B. Responses

Strategic focus Expand market Market penetration Defend share Productivity

Market ing expendi ture High High (decl ining %) Fal ling Low

Marketing emphasis Product awareness Brand preference Brand loyalty Selective

Distribution Patchy Intensive Intensive Selective

Price High Lower Lowest Rising

C. Product Basic Improved Dif ferent ia ted Rationali sed

Implications and characteristics of product lifecycles

Source: The marketing digest. London: Heinemann, 1988.


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6.4.1/ GIAI OAN M AU Khoi lng: Tieu thu tang mot cach cham chap doco nhieu ngi cha biet, cha co nhieu oi chng

trong viec tieu thu. San pham: Phai hieu chnh ky thuat va tang cngkiem tra chat lng san pham. Phan phoi: Co gii han, oc quyen hay chon loc,phu ph cao. Gia ca: Gia ht vang oi vi san pham oc ao, giatham nhap oi vi sf pho bien, gia khu vc, gia hanhat thi.Xuc tien:Xuc tien hieu biet ve san pham va nhngli ch cua no. u tien nham ti ngi tien phong vangi khuyen khch tieu dung. Phng tien ban hangca nhan hay tap mau catalogue.


6.4.2/ GIAI OAN TANG TRNG Khoi lng: Tang len nhanh chong. San pham: San xuat hang loat, a dang hoa sanpham, tang cng cai tien ky thuat, tieu chuan hoasan pham e de dang m rong ban ra. Phan phoi: M rong va manh, ton kho d tr lnva nguon tiep te nhanh chong. Gia ca: Co xu hng giam nham m rong thtrng. S dung thang gia ca rong theo cac a bankhac nhau.Xuc tien: Tao s a thch cao nhat cua a so khachhang, s dung manh nhng phng tien thong tinai chung.


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6.4.3/ GIAI OAN TRNG THANH Khoi lng: Tang cham lai v san pham a chau het khach hang tiem nang chap nhan. San pham: Phan biet san pham nham ap ngviec phan khuc th trng bang cach a dang hoanhan hieu va kieu dang. Phan phoi:Van con m rong va manh. Gia ca: Canh tranh manh ve gia, s co gian cheorat cao. V vay co xu hng i en thoa thuan ngamhoac cong khai gia nhng ngi ban chong lainhng ngi ban khac hay chong lai ngi mua.Xuc tien: Cung co long trung thanh oi vi nhanhieu bang cach s dung cac phng tien thong tinai chung hay tang cng thuyet phuc, khuyen mai.


6.4.4/ GIAI OAN SUY THOAI Khoi lng: Giam, nguy c ton kho tangnhanh. San pham: Giam bt cac mat hang xet thaykhong con hieu qua. Phan phoi: Chon loc va chuyen mon hoa (thchien luat 20/80). Gia ca: Giam, oi khi tang gia va chi ph tangdo giam khoi lng san xuat.Xuc tien: Giam cac chi ph en t nhat.


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Cau hoi on tap (tt)5. Vai tro cua nhan hieu san pham, bao b va dch

vu khach hang trong kinh te th trng ? Chonhan xet ve chung oi vi cac san pham csan xuat va tieu dung nc ta ?

6. Gia tr cua mot nhan hieu san pham c xacnh da vao cai g ? Tai sao ngay nay ngi tacho rang nhng nhan hieu la yeu to c ban cuavon doanh nghiep ?

7. Cho biet u nhc iem cua tng chien lc sanpham, chien lc dong san pham va chien lctap hp san pham ?

8. Tai sao nhng oi mi san pham that s lai tco tren th trng ? o a hp ly cha ?

c6 - Chien Luoc San Pham

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