Chuong6-Chien Luoc San Pham

CHNG 6
CHIN LC SN PHM
Marketing cn bn
Chng 6
MC TIU CHNG
1. Khi nim sn phm trn quan im Marketing

2. Vai tr ca chin lc sn phm trong hat ng Marketing 3. Ni dung chin lc sn phm ca doanh nghip
Marketing cn bn _ Chng 6
Annie _ sinhvienmarketing.com
NI DUNG CHNG
Ni dung chnh
Khi nim sn phm v chin lc sn phm

Ni dung chin lc sn phm
1.
Khi nim sn phm v chin lc sn phm
Khi nim sn phm 1.1
1.2 Phn loi sn phm Khi nim chin lc sn phm 1.3
1.1
Khi nim sn phm
Theo quan im c in:
Sn phm l tng hp ca cc c tnh vt cht, nhng yu t c th quan st, c tp hp trong mt hnh thc ng nht l vt mang gi tr s dng
1.1 Khi nim sn phm

Theo quan im Marketing:
Sn phm l nhng th doanh nghip cung cp cho th trng tha mn mt nhu cu hay mt c mun ca khch hng, ng thi phi to s ch , mua sm, s dng
3 CP SN PHM
Sn phm l tp hp tt c cc gi tr c th tha mn mong mun ca khch hng
Vn chuyn CT LI SN PHM Bo hnh SN PHM C TH T vn
SN PHM B TR
Bao b
Li ch Cht ct li
lng
c tnh
Giao hng
Nhn hiu
Sa cha
Lp t
1.1.1
SN PHM CT LI
L gi tr s dng ca sn phm hay li ch ca sn phm.

Khch hng tht s mun mua ci g
Nh sn xut bn ci g
Khch hng tht s mun mua .

Ti nh my chng ti sn xut m phm, ti ca hng chng ti bn nim hy vng
Li ch sn phm
Ct li sn phm tr li cho cu hi khch hng tm kim li ch g sn phm Li ch sn phm Li ch l tnh (li ch chc nng) Li ch cm tnh Vd: X- men + Hng thm c bit + Phong cch n ng ch thc
Marketing cn bn _ Chng 6 Annie _ sinhvienmarketing.com
Bi hc ln nht: Khng bao gi b qua nhng chi tit nh nht nht trong cm nhn ca ngi tiu dng
1.1.2
SN PHM C TH
L nhng sn phm m khch hng mua v s dng tha mn li ch ca mnh Bao gm: cht lng, c im sn phm (kiu dng, mu m), thit k, thng hiu, bao b
SN PHM TNG THM

Bo hnh
Sa cha Sm phn tng thm
T vn
Cuc cnh tranh mi khng phi l gia nhng g cng ty sn xut ra, m l gia nhng th h b sung cho sn phm ca mnh
Lp t
Vn chuyn
1.2
Phn Loi Sn Phm

1 2 3 4
Phn loi theo thi gian s dng sn phm
Phn loi theo thi quen mua hng Phn loi theo tnh cht tn ti ca sn phm Phn loi theo c tnh mc ch s dng
Lu : Vic phn loi sn phm ch mang ngha tng i

Phn loi theo tnh cht tn ti ca sn phm Sn phn hu hnh

Trng by trc khi mua C th ct gi, lu kho Sn xut v tiu dng c tin hng a im khc C th vn chuyn Cht lng ng nht Khch hng l thnh vin ch trong qu trnh tiu dng
Marketing cn bn _ Chng
Sn phm v hnh
Khng th trng by Khng th ct gi, lu kho Sn xut v tiu dng gn lin v mt khng gian Khng th vn chuyn Khng ng nht v cht lng Khch hng l thnh vin trong qu trnh sn xut v tiu dng
1.3
Chin lc sn phm
1.3.1
Khi nim
Chin lc sn phm l nhng nh hng v quyt nh lin quan n sn xut v kinh doanh sn phm trn c s bo m tha mn nhu cu khch hng
1.3.2
Vai tr ca chin lc sn phm
Nu khng c chin lc sn phm ng n th cc chin lc b phn khc khng c c s tn ti
Thng qua chin lc sn phm, cng ty c nhng pht trin nh hng r rng C s phn b ngun lc hp l L yu t gip thc hin tt cc mc tiu marketing Nng cao li th cnh tranh Tha mn nhu cu ca khch hng
2.
NI DUNG CHIN LC SN PHM
Quyt nh v kch thc tp hp ca SP Quyt nh v nhn hiu Quyt nh v cht lng Quyt nh v c tnh
Quyt nh v thit k bao b

Quyt nh v dch v h tr Quyt nh pht trin sn phm mi Quyt nh lin quan n chu k sng SP
2.1
Quyt nh v kch thc tp hp ca sn phm
L tp hp tt c cc thng hiu ca mt cng ty
Chiu rng
S lng cc chng loi sn phm ca mt cng ty ang kinh doanh
S lng cc thng hiu trong mi dy sn phm hay h sn phm
Chiu di
Chiu su
2.1
V d v kch thc tp hp sn phm ca cng ty Proctor & Gamble

Chiu rng: 5
Cht ty ra Kem nh rng Gleem Crest X bng T lt em b Ivory Lava Camay Safeguard Coast
Giy v sinh
Chiu su ca sn phm cht ty ra: 5
Ivory Snow Tide Cheer Dash Era
Pampers Luvs
Chiu Summit di ca Charmin hn hp sn phm: 17
Banner
2.1
Chin lc sn phm cho ton cng ty
Chin lc sn phm
Chin lc sn phm cho ngnh hng Chin lc cho dng sn phm
Chin lc cho dng sn phm

Ko di dng sn phm Hin i ha sn phm Loi b sn phm
B sung cc mt hng v mn hng vo dng sn phm hin c nhm mc ch khai thc c hi th trng, i ph vi cnh tranh
Thay i sn phm trong dng sn phm ph hp vi nhu cu ca ngi tiu dng: bao b, mu m, ti nh v
Lai b nhng sn phm khng cn mang li li nhun, gip doanh nghip tp trung vo nhng sn phm mi
Ko di dng sn phm
Dng sn phm di
u im
Bao ph phn ln cc phn on th trng, to cm gic p ng nhiu nhu cu
Dng sn phm ngn

Nhc im
t nm r v sn phm
Hiu qu b sung gia cc sn Nguy c phn tn ti lc phm h tr sn phm ch lc Phn ng nhanh nhy trc thay i ca th trng v i th Phn b ri ro trn nhiu sn phm
Kh qun l bn hng, chi ph cao, b my nng n Cc sn phm ln sn nhau trong cng dng sn phm
Ko di dng sn phm
Dng sn phm di
u im
Dng sn phm ngn

Nhc im
D nh vi dn u trong khc th Ngi tiu dng t la chn trng m doanh nghip tp trung khai thc Lc lng bn hng am hiu v sn phm Tit kim chi ph sn xut D qun l: theo di bn hng, tn kho . . .
Marketing cn bn _ Chng Annie _ sinhvienmarketing.com
Mc ri ro cao khi cnh tranh gay gt Chi ph c hi cho lc lng bn hng
2.2
Nhn hiu sn phm
2.2.1. Khi nim Tn gi, thut ng, du hiu, biu tng, hoc nhng yu t trn nhm xc nhn sn phm / dch v ca mt doanh nghip v phn bit vi i th cnh tranh. Cc thnh phn ca nhn hiu - Nhng yu t hu hnh - Nhng yu t v hnh
Slogan
2.2.2
Nhng quyt nh lin quan n nhn hiu sn phm
Quyt nh cch t tn Quyt nh ngi ng tn Quyt nh m rng nhn Quyt nh a hiu Quyt nh ti nh v nhn
Quyt nh lin quan n cht lng sn 2.3 phm L cng c ch yu nh v sn phm trn th trng mc tiu Cht lng sn phm cho thy chng thc hin c cc chc nng ca sn phm Cht lng sn phm bao gm: bn: Durability tin cy: Reliability chnh xc: precision D vn hnh v sa cha: Ease of operation
Quyt nh lin quan n cht lng sn 2.3 phm
Doanh nghip cn la chn mc cht lng cho sn phm ty theo mc tiu v nh hng ra.
Cht lng tuyt ho Cht lng cao Cht lng trung bnh Cht lng thp
Quyt nh lin quan n cht lng sn 2.3 phm
Doanh nghip thng c nhng nh hng

Ci tin, nng cao cht lng Duy tr cht lng Gim cht lng
2.4
Quyt nh lin quan n c tnh sn phm
c tnh sn phm l nhng c im th hin chc nng sn phm v to s khc bit khi s dng sn phm. Mt sn phm c th c cung cp vi nhng c tnh khc nhau.
2.5
Quyt nh lin quan n bao b
Gm cc thnh phn: Bao b trong, ngoi, vn chuyn Nhn mc gn trn bao b Thng tin trn bao b Chn nguyn liu Thit k bao b Quyt nh gn nhn v thng tin trn bao b
2.6
Dch v h tr cho sn phm
Cc quyt nh dch v h tr cho sn phm 1. Ni dung dch v 2. Mc dch v 3. Cch thc hin dch v
Mt s dch v h tr sn phm
Hng dn s dng Bo tr Bo hnh Chuyn ch; Giao hng theo khch hng Bn tr gp Lp t sn phm T vn tiu dng ....
2.7
Pht trin sn phm mi
Theo anh/ ch sn phm mi l g? Ti sao cc doanh nghip li thng c nhng chng trnh nghin cu v pht trin sn phm mi
Sn phm mi - Mi i vi th trng - Mi i vi cng ty
Cc dng sn phm mi theo Booz, Allen & Hamilton: Sn phm han tan mi trn th trng (10%) Thm dng sn phm mi(20%) B sung vo dng sn phm hin c (26%) Ci tin t sn phm hin c (26%) nh v li dng sn phm (7%) Thit k mi (11%)
2.7
L do pht trin sn phm mi
Nhu cu, th hiu ca khch hng lun thay i Cng ngh mi p lc cnh tranh tng dn Yu cu pht trin ca doanh nghip
2.7
Pht trin sn phm mi
Hnh thnh tng
La chn tng
Son tho chin lc marketing Phn tch kh nng sn xut v tiu th
Thit k sn phm
Th nghim th trng
Trin khai sn xut i tr

L do sn phm mi tht bi
nh gi sai tim nng th trng Xc nh sai nhu cu, li ch khch hng mong i Cc phn ng bt ng t i th cnh tranh iu kin cht lng khng ph hp Thng tin gii thiu sn phm km Sn phm khng n c vi ngi tiu dng Thi im tung sn phm khng thch hp Thc hin cc hot ng phi hp Marketing mix khng tt.
2.8
Chin lc chu k sng sn phm
Chu k sng sn phm bt u t khi xut hin trn th trng cho n khi th trng khng cn chp nhn na. Chu k sng ca sn phm gm 4 giai on: Giai on gii thiu Giai on pht trin Giai on chn mui Giai on suy thoi
2.8
Chin lc chu k sng sn phm
Doanh s Li nhun
Thi gian Gii thiu Pht trin Chn mui Suy thoi
c im cc giai on ca chu k sng sn phm

Giai on Gii thiu Pht trin c im
Chi ph/ khch Doanh hng s Cao Thp

Trung bnh Tng nhanh t ti a Gim nhanh
Li nhun m
Bt u tng t ti a Gim nhanh
Chn mui Thp Suy thoi Thp
c im cc giai on ca chu k sng sn phm

Giai on Mc tiu To nhn bit Khuyn khch dng th Ti a ha th phn c im Khch hng Ngi cch tn Ngi chp nhn sm Ngi chp nhn mun Ngi bo th i th cnh tranh t
Gii thiu
Pht trin
Tng Mnh
Chn mui Ti a ha li nhun Bo v th phn Suy thoi Gim chi ph Tn thu

Gim
Chin lc marketing trong tng giai on

Giai on Sn phm Chin lc marketing Gi Phn phi Chiu th
Gii thiu C bn
Pht trin M rng,
Thm nhp Ht vng iu chnh gi

Gi cnh tranh
Xy dng h thng phn phi

M rng
To nhn bit, khuyn mi
Chn mui a dng ha Suy thoi
Loi tr Gim ga SP khng hiu qu
To a thch, khuyn mi Ci t, cng Nhn mnh c, s khc bit, li ch Loi b Tng khuyn knh khng mi hiu qu

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CHNG 6

1. Khi nim sn phm trn quan im Marketing

Khi nim sn phm v chin lc sn phm

Ni dung chin lc sn phm

Khi nim sn phm v chin lc sn phm

Khi nim sn phm 1.1

1.2 Phn loi sn phm Khi nim chin lc sn phm 1.3

Khi nim sn phm

Theo quan im c in:

1.1 Khi nim sn phm

L gi tr s dng ca sn phm hay li ch ca sn phm.

Khch hng tht s mun mua .

SN PHM TNG THM

Sa cha Sm phn tng thm

Phn Loi Sn Phm

Lu : Vic phn loi sn phm ch mang ngha tng i

Phn loi theo tnh cht tn ti ca sn phm Sn phn hu hnh

Vai tr ca chin lc sn phm

Nu khng c chin lc sn phm ng n th cc chin lc b phn khc khng c c s tn ti

NI DUNG CHIN LC SN PHM

Quyt nh v thit k bao b

Quyt nh v kch thc tp hp ca sn phm

L tp hp tt c cc thng hiu ca mt cng ty

S lng cc thng hiu trong mi dy sn phm hay h sn phm

Quyt nh v kch thc tp hp ca sn phm

V d v kch thc tp hp sn phm ca cng ty Proctor & Gamble

Chiu su ca sn phm cht ty ra: 5

Ivory Snow Tide Cheer Dash Era

Chiu Summit di ca Charmin hn hp sn phm: 17

Quyt nh v kch thc tp hp ca sn phm

Chin lc sn phm cho ton cng ty

Chin lc sn phm cho ngnh hng Chin lc cho dng sn phm

Chin lc cho dng sn phm

Dng sn phm ngn

Dng sn phm ngn

Mc ri ro cao khi cnh tranh gay gt Chi ph c hi cho lc lng bn hng

Nhn hiu sn phm

Nhng quyt nh lin quan n nhn hiu sn phm

Quyt nh lin quan n cht lng sn 2.3 phm

Marketing cn bn _ Chng 6 Annie _ sinhvienmarketing.com

Quyt nh lin quan n cht lng sn 2.3 phm

Doanh nghip thng c nhng nh hng

Quyt nh lin quan n c tnh sn phm

Quyt nh lin quan n bao b

Dch v h tr cho sn phm

Pht trin sn phm mi

Sn phm mi - Mi i vi th trng - Mi i vi cng ty

L do pht trin sn phm mi

Pht trin sn phm mi

Hnh thnh tng

Trin khai sn xut i tr

Chin lc chu k sng sn phm

Chin lc chu k sng sn phm

c im cc giai on ca chu k sng sn phm

Chi ph/ khch Doanh hng s Cao Thp

Chn mui Thp Suy thoi Thp

c im cc giai on ca chu k sng sn phm

Chn mui Ti a ha li nhun Bo v th phn Suy thoi Gim chi ph Tn thu

Chin lc marketing trong tng giai on

Pht trin M rng,

Thm nhp Ht vng iu chnh gi

Xy dng h thng phn phi

To nhn bit, khuyn mi

Chn mui a dng ha Suy thoi