QTMarketing - Slide5 6 chinh quy 2012

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QTMarketing - Slide5 6 chinh quy 2012

Transcript of QTMarketing - Slide5 6 chinh quy 2012

  • 1. CHCHNG V:NG V: HOCH NH CHHOCH NH CHNG TRNHNG TRNH MARKETINGMARKETING Chng ny gii thiu cc ni dung sau: I. SN PHM Khi nim sn phm Chng trnh pht trin sn phm mi Qun l sn phm II. GI C Khi nim gi Cc quyt nh v gi

2. CHCHNG V:NG V: HOCH NH CHHOCH NH CHNG TRNHNG TRNH MARKETINGMARKETING III. PHN PHI Bn cht v s pht trin ca knh phn phi Cc quyt nh v thit k, qun tr knh phn phi IV. CHIU TH Chiu th Thit k chng trnh qung co, khuyn mi, cho hng c nhn, quan h cng ng v Marketing trc tip 3. I. SN PHM 4. 1. KHI NIM V SN PHM Sn phm l bt k ci g c th a ra th trng to ra s ch , mua sm, s dng hay tiu th nhm tha mn nhu cu hay c mun. Sn phm c th l : Vt th Dch v a im Cc t chc Nhng ngh 5. 1.1 SN PHM HON CHNH SN PHM HON CHNH Sn phm hon chnh l mt sn phm bao gm y cc thuc tnh , thnh phn v yu t cu thnh 6. THUC TNH CA SN PHM Hnh nh Hnh thc/ Bo hnh Biu mu Giao nhn Gi tr kinh t Ch dn Sn phm An ton Chp thun Bo hnh Tn nhim Chn la Phc v Phm cht Tha mn Cht liu 7. CC THNH PHN CA SN PHM Li ch ct li CC CP KHC NHAU CA SN PHM Giao hng v tn dng Dch v khch hng Bo hnh ng gi, bao b Nhn hiu Cht lng Kiu dng Sn phm gia tng (Th. Phn b sung) Sn phm thc t (Th. Phn mc tiu) Sn phm ct li (Th. Phn ct li) c tnh Lp t Sn phm tim nng (Th. Phn tim nng) 8. PHN C BN * L nguyn nhn chnh khch hng mua sn phm, cc li ch ti u m sn phn mang li * V d: - Gi tr ct li m dch v h bi cung cp cho khch hng l g? - Th gin, gii tr, luyn tp th thao - Chn: + Th gin gii tr (1) + Luyn tp th thao (2) + Kt hp (1) v (2) 9. PHN THC T * L cc c tnh nh cht lng, thuc tnh, mu m nhn hiu v bao b V d: H bi - Luyn tp th thao: + Thi gian 45-60 + Gi 5.000/xut/ngi - Gii tr th gin: + 2h 4h + Gi 20.000/xut/ngi * Phn c bn khc i th phn thc t s thay i rt nhiu. 10. PHN THUC TNH GIA TNG * Bao gm cc dch v, tin ch h tr nh giao hng, chit khu, bo hnh * L phn lm tng gi tr cho khch hng, lm tt hn, c sc hn i th cnh tranh * Lun c s dch chuyn mang tnh hng tm gia phn thuc tnh gia tng v phn thc t Do yu cu s sng to khng ngng * V d: gi xe h bi min ph: thuc tnh gia tng thc t 11. PHN TIM NNG * L nhng sng to vt ra khi cung cch cnh tranh thng thng, n vch ra tng lai mi cho s pht trin ca sn phm * V d: ng dng cng ngh thng tin vo qun l h bi 12. 1.2 PHT TRIN SN PHM MI SN PHM MI L G ? Sn phm mi hon ton c to ra t pht minh sng ch p ng cho nhu cu mi Sn phm ci tin v hon thin t sn phm hin c v ni dung v hnh thc Sn phm hin c c tiu th trn th trng mi Sn phm b sung cho sn phm hin c Sn phm c lin quan n s thay i ln v cng ngh 13. S CN THT CA VIC PHT TRIN SN PHM V SAO VIC LP K HOCH V PHT TRIN SN PHM L CN THIT ? S thay i nhu cu ca khch hng p lc cnh tranh Cc chin lc Marketing ph thuc vo chu k ca sn phm Cc c im v c tnh ca sn phm nh hng ti s tha mn ca khch hng 14. CcgiaionphttrinsnphmmiCcgiaionphttrinsnphmmi Hnh thnh tngHnh thnh tng Sng lc tngSng lc tng Pht trin khi nim sn phm v th nghim Pht trin khi nim sn phm v th nghim Pht trin chin lc MarketingPht trin chin lc Marketing Phn tch kinh doanhPhn tch kinh doanh Pht trin sn phm v thng hiu Pht trin sn phm v thng hiu Th nghim th trngTh nghim th trng Thng mi haThng mi ha (1) (4) (2) (3) (5) (8) (6) (7) 2. CHNG TRNH SN PHM MI 15. QUY TRNH PHT TRIN SN PHM MI Pht trin v th nghim khi nim Pht sinh tng Chn lc tng Pht trin sn phm Marketing th nghim Pht trin chin lc Marketing Phn tch kinh doanh Thng mi ho C th chuyn v bc pht trin SP C th thay i SP hay Marketing Tng lai Chm dt Pht trin cc khi nim mi v sn phm Tm kim cc tng t mi trng bn ngoi hay trong ni b cng ty Xc nh: Cc rng buc ca cng ty v Trng s Thc hin: 1. Kim tra k thut 2. Kim tra th hiu khch hng Mc ch: 1. Gi 2. Phn phi 3. Chiu th Chun b: 1. Phn tch th trng 2. Phn tch chi ph - Sn xut s lng nh - Chun b qung co u t trang thit b, t chc sx ng lot, t chc phn phi Chp nhn Chp nhn Chp nhn Chp nhn Chp nhn Chp nhn Chp nhn Loi Loi Loi Loi Loi Loi Loi Loi Loi Loi 16. PHT SINH TNG Tm kim cc tTm kim cc tngng nh ngha r lnh vc v th trnh ngha r lnh vc v th trng mng m Doanh nghip mun tp trungDoanh nghip mun tp trung XcXc nh mc tiu sn phm mi c thnh mc tiu sn phm mi c th Ngun tNgun tng: Khch hng,ng: Khch hng, i thi th cnh tranh, nhn vin, knh phn phi cnh tranh, nhn vin, knh phn phi 17. CHN LC TNG Chn mt vi tChn mt vi tng hp dn v mang tnhng hp dn v mang tnh thc tinthc tin XcXc nh cc rng buc ca cng ty v trngnh cc rng buc ca cng ty v trng s d ton c th v th trs d ton c th v th trng mc tiu, cnhng mc tiu, cnh tranh, th phn, gi c, chi ph pht trin v sntranh, th phn, gi c, chi ph pht trin v sn xut, sut hon vn.xut, sut hon vn. 18. PHT TRIN V TH KHI NIM Pht trin khi nim sn phmPht trin khi nim sn phm V d: * tV d: * tng: bt thm sa tng: bt thm sa tng dinh dng dinh dng v hng v hng vng v * Pht trin:* Pht trin: thuc ungthuc ung im tm nhanh cho ngim tm nhanh cho ngi lni ln thc ung dm cho tr emthc ung dm cho tr em thc ung bi b sc khe cho ngthc ung bi b sc khe cho ngi gi i gi Chn (1)Chn (1) nh vnh v Th khi nim:Th khi nim: VD: Th (1) thng qua cc cng c nghin cu th trVD: Th (1) thng qua cc cng c nghin cu th trngng nh ginh gi c trc trng vng vt trit tri McMc ph hp vi nhu cu ph hp vi nhu cu McMc thch thc, xu h thch thc, xu hng v tn sut mua hngng v tn sut mua hng 19. PHT TRIN CHIN LC MARKETING Gm 3 phn:Gm 3 phn: 1.1. M t kch thM t kch thc, cu trc,c, cu trc, ng thi ca thng thi ca th trtrng mc tiu, chin lng mc tiu, chin lcc nh v sn phmnh v sn phm mi, doanh s, th phn, mc tiu v li nhunmi, doanh s, th phn, mc tiu v li nhun trong mt vi ntrong mt vi nmm u.u. 2.2. Gi, phn phi, ngn sch Marketing cho nGi, phn phi, ngn sch Marketing cho nmm u tinu tin 3.3. D kin doanh s, li nhun, chD kin doanh s, li nhun, chng trnhng trnh Marketing hp hp tMarketing hp hp tng ng trong di hnng ng trong di hn 20. PHN TCH KINH DOANH Phn tch v doanh s, chi ph v li nhun soPhn tch v doanh s, chi ph v li nhun so vi cc mc tiu ca doanh nghipvi cc mc tiu ca doanh nghip Nu k hochNu k hoch c thng qua th vo giaic thng qua th vo giai onon pht trin sn phmpht trin sn phm 21. PHT TRIN SN PHM Khi nim sn phmKhi nim sn phm c chuyn ti b phn R&Dc chuyn ti b phn R&D hoc b phn k thuthoc b phn k thut pht trin thnh sn phm c pht trin thnh sn phm c th.th. B phn R & D (hoc k thut) pht trin vi ba phinB phn R & D (hoc k thut) pht trin vi ba phin bn ca sn phm (yu t k thut, cng nbn ca sn phm (yu t k thut, cng nng v cmng v cm quan tm l ca khch hng).quan tm l ca khch hng). Xy dng vi b khun mu.Xy dng vi b khun mu. Tin hnh th nghim:Tin hnh th nghim: Th nghim chc nTh nghim chc nng: trong phng th nghim hay trnng: trong phng th nghim hay trn hin trhin trngng Th nghim khch hng: cho khch hng dng th mt viTh nghim khch hng: cho khch hng dng th mt vi mumu ly kin ly kin 22. TH NGHIM KINH DOANH Tin hnh la chn tn hiu,Tin hnh la chn tn hiu, ng gi.ng gi. Bn th trn th trBn th trn th trngng thu hi phn ng ca thu hi phn ng ca k hoch,k hoch, i th cnh tranh, cc nh phn phii th cnh tranh, cc nh phn phi i vi sn phm.i vi sn phm. 23. THNG MI HA i hi nhiu chi ph: Qun l v sn xuti hi nhiu chi ph: Qun l v sn xut Quy m sn xut, dy chuyn sn xut, Quy m sn xut, dy chuyn sn xut, 24. 3. QUN L SN PHM Vai tr nn tng: Qun l s sng to v qun l cc ngun lc phc v cho vic thit k sn phm Qun l sn phm - Qun l sn phm (hoc nhn hiu) : Phn tch th trng, pht trin cc chin lc cho sn phm, phn b cc ngun Marketing cho sn phm - Qun l sn phm mi: Hng dn qu trnh to ra sn phm mi 25. QUYT NH DNG SN PHM (Product line decisions) DNG SN PHM Dng sn phm l mt tp hp nhng kiu mu ca mt sn phm c thng mi ha ti mt th trng nht nh no 26. Quyt nh di ca dng sn phm Quyt nh hin i ha dng sn phm Quyt nh ni bt dng sn phm CC QUYT NH DNG SN PHM 27. QUYT NH HN HP SN PHM (Product Mix decisions) HN HP SN PHM Hn hp sn phm l tp hp nhng dy sn phm c thng mi ha ti mt th trng nht nh 28. Chiu rngChiu rng tp hp nhng dng sn phm khc nhau Chiu rngChiu rng tp hp nhng dng sn phm khc nhau Chiu diChiu di - ton b tp hp kiu mt hng trong dng sn phm Chiu diChiu di - ton b tp hp kiu mt hng trong dng sn phm Chiu suChiu su s lng cc phin bn ca mi sn phm Chiu suChiu su s lng cc phin bn ca mi sn phm Hn hp sn phmHn hp sn phm tt c cc dng sn phm tung ra th trng Hn hp sn phmHn hp sn phm tt c cc dng sn phm tung ra th trng Quyt nh hn hp sn phm (Product Mix Decisions) Quyt nh hn hp sn phm (Product Mix Decisions)cchc 29. V D BT GIT Ivory snow 1930 Dreft 1933 Tide 46 Oxydol 52 Bold 65 Era 72 KEM .RNG Gleem 1952 Crest 1955 Denquel 1980 X BNG CC Ivory 1879 Lava 1893 Camay 1926 Zest 1952 Safeguar 1963 KHN GIY Charmin 1928 White cloud 1958 Puffs 1960 Banner 1982 TGIY Pamper 1961 Luvs 1976 Chiu rng h sn phm v chiu di dng sp ca Procter & Gamble nm sn xut 30. NHN HIU nh ngha: Nhn hiu l tn gi, thut ng, du hiu, thit k, hoc l t hp cc yu t trn nhm xc nh v phn bit sn phm v dch v ca cng ty vi cc i th hay cng ty khc. 31. THNH PHN CA NHN HIU Tn hiu (Brand name): l mt phn ca nhn hiu c th pht m c. Du hiu (Brand mark): l cc du hiu ca nhn hiu, c th nhn bit c nhng khng th c ln c, nh du hiu, kiu mu hoc mu sc, nhm ch khc bit. Nhn hiu ng k (Trade Mark): l ton b hoc mt phn nhn hng c lut php bo h. Bn quyn (Copyright): l c quyn sn xut li, xut bn cc tc phm vn hc, ca nhc hoc cc tc phm hi ho. 32. CC MC CA NHN HIU Cc thuc tnh Nhng li ch Gi tr Vn ho C tnh Ngi s dng 33. GI TR NHN HIU (Brand Equity) nh ngha: gi tr nhn hiu l nhng s khc bit tch cc m khch hng c c v mt nhn hiu v do vy to ra s a thch ca h i vi nhn hiu . 34. CC MC CA GI TR NHN HIU Nhn thc nhn hiu (Brand Awareness) Chp nhn nhn hiu (Brand Acceptability) a thch nhn hiu (Brand Preference) Trung thnh vi nhn hiu (Brand Loyalty) 35. NG GI V DN NHN ng gi: l tt c cc cng vic t thit k cho n sn xut cc v bc hay phn cha ng cc sn phm. Nhn: l phn ngn ng trn bao b, cha ng cc thng tin quan trng v sn phm. 36. CHC NNG CA NG GI V DN NHN T phc v Li ko khch hng Hnh nh ca cng ty v nhn hiu Cc c hi i mi 37. 4. CHNG TRNH SN PHM 1. Tng quan v th trng 2. i th cnh tranh 3. Khch hng mc tiu 4. Mc tiu Marketing 5. Chin lc Marketing 6. Xy dng ngn