C H I N L C

CHIU TH
Chng 9

Mc tiu chng
Khi qut v chin lc chiu th Cc cng c ch yu ca chin lc chiu th M hnh truyn thng trong hat ng chiu th Quy trnh thit k mt chin lc chiu th

Ni dung chng
Khi qut v chin lc chiu th Khi nim Cng c Vai tr Chc nng M hnh truyn thng Cc bc thc hin k hoch truyn thng Cc phi thc chiu th (promotion-mix)

1.1 Khi nim

Chiu th l hot ng thc hin chc nng thng tin ca doanh nghip Chin lc chiu th l tp hp cc hot ng thng tin, gii thiu v sn phm, thng hiu, v t chc, cc bin php kch thch tiu th nhm t mc tiu truyn thng ca doanh nghip Phi thc chiu th: l vic phi hp cc cng c chiu th thc hin mc tiu truyn thng p ng vi th trng mc tiu chn

1. Khi nim v vai tr ca chiu th

Cc cng c ca chiu th
Qung co Cho hng c nhn Khuyn mi

Chiu th

Giao t

Marketing trc tip

1. Khi nim v vai tr ca chiu th

Cng c chiu th
Qung co Cho hng c nhn Khuyn mi Public Relations Marketing trc tip
L nhng hnh thc trnh by hay c ng cho nhng tng, sn phm, hoc dch v mt cch gin tip, khng c s giao tip trc tip gia cc c nhn

Cng c chiu th
Qung co Cho hng c nhn Khuyn mi Public Relations Marketing trc tip
l k thut giao tip trc tip vi mt hay nhiu khch hng tim nng nhm mc ch trnh by, tr li cc cu hi, v tm kim n t hng t khch hng

Cng c chiu th
Qung co Cho hng c nhn Khuyn mi Public Relations Marketing trc tip
l nhng qu tng, phn thng, kch thch trong ngn hn nhm khuyn khch dng th hay mua sn phm, dch v

Cng c chiu th
Qung co Cho hng c nhn Khuyn mi Public Relations Marketing trc tip
l nhng chng trnh, hot ng c thit k nhm c ng hay bo v hnh nh ca cng ty, sn phm trc cng chng hay cng ng

Cng c chiu th
Qung co Cho hng c nhn Khuyn mi Public Relations Marketing trc tip
l cc hnh thc s dng th, email, in thoi, fax, hay internet truyn thng v nhn phn hi trc tip vi khch hng mc tiu

1.2 Mc ch ca chiu th
Thng bo Khuyn khch So snh Thuyt phc Nhc nh

1. Khi nim v vai tr ca chiu th

1.3 Vai tr ca chiu th

Doanh nghip

Ngi tiu dng

X hi

1. Khi nim v vai tr ca chiu th

i vi doanh nghip
L cng c cnh tranh Chiu th gip ci thin doanh s Cng c truyn thng gii thiu sn phm, doanh nghip v h tr cho chin lc nh v To s thun tin cho phn phi Gip xy dng hnh nh tch cc ca doanh nghip i vi cc nhm cng chng ..

1. Khi nim v vai tr ca chiu th

i vi ngi tiu dng

Cung cp thng tin cho ngi tiu dng Gip ngi tiu dng nng cao nhn thc v sn phm Cung cp cc li ch kinh t cho ngi tiu dng To p lc cnh tranh buc doanh nghip ci tin hot ng marketing tha mn tt hn nhu cu ca ngi tiu dng

1. Khi nim v vai tr ca chiu th

i vi x hi
H tr cho cc phng tin truyn thng nng cao cht lng, gim chi ph pht hnh cng nh a dng ha sn phm ca mnh phc v x hi tt hn To cng vic cho nhiu ngi trong lnh vc sn xut v lnh vc lin quan (nghin cu th trng , qung co PR) L yu t nh gi s nng ng, pht trin ca nn kinh t v l yu t thu ht u t

1. Khi nim v vai tr ca chiu th

1.5 Truyn thng marketing tng hp IMC

Qu trnh qun l tt c cc ngun thng tin v sn phm/dch v m khch hng hay khch hng tim nng tip xc v qu trnh thc y ngi tiu dng thc hin hnh vi hng ti vic mua hng v duy tr s trung thnh ca h

Gio s Don Schultz

1. Khi nim v vai tr ca chiu th

Lin kt cc cng c truyn thng

Advertising

PR

Personal selling

Sale promotion

Direct marketing

Khi nim truyn thng

Truyn thng l s lun chuyn thng tin v hiu bit t mt ngi sang ngi khc thng qua nhng k hiu, tn hiu c ngha. Do , truyn thng l mt phng tin trao i v chia x cc tng, thi , cc gi tr, kin v cc s kin, l mt qu trnh i hi c s kt hp gia ngi gi v ngi nhn thng tin

2. M hnh truyn thng

Cc yu t trong qu trnh truyn thng

Tin trnh truyn thng hiu qu:

+ Ngi gi phi xc nh cng chng mc tiu l ai, nhng p ng no ca h m mnh mong mun. + Phi m ho thng ip mun gi c tnh n qu trnh gii m thng ip thng thng ca cng chng mc tiu. + Ngi gi phi la chn nhng phng tin truyn thng thch hp v phi thit k nhng knh thng tin phn hi bit phn ng p li ca cng chng mc tiu.

2. M hnh truyn thng

3. Cc bc pht trin k hach truyn thng marketing

Xc nh i tng mc tiu Xc nh mc tiu truyn thng

Thit k thng ip
La chn phng tin Tip nhn thng tin phn hi

3.1 Xc nh i tng mc tiu

Cn tr li cc cu hi sau:
H l ai? Tui, gii tnh, ngh nghip, thu nhp, tng lp x hi, trnh hc vn. H thng c bo, tp ch, xem knh truyn hnh no? H gii tr nh th no? Mn th thao no m h thch? Vo thi gian no? Hot ng x hi no? C nhn no c nh hng n khuynh hng tiu dng ca h? H c bit g v cng ty, nhn hiu, sn phm/dch v ca chng ta khng? Nu bit, th mc ra sao? Thi ca h i vi sn phm v nhn hiu ca chng ta?

3. K hoch truyn thng marketing

3.2 Xc nh mc tiu truyn thng

Mc tiu ca truyn thng l kch thch s phn ng ca cng chng khi nhn c thng ip. C ba loi phn ng: nhn thc, tnh cm, v hnh vi. Ngha l cng ty mun thng tin ca mnh c khch hng bit n (nhn thc), c thi tt hay thay i thi ca khch hng (tnh cm), v sau thuyt phc khch hng mua sn phm (hnh vi).

3. K hoch truyn thng marketing

3.3 Thit k thng ip

Thit k thng ip bao gm cc quyt nh v ni dung, kt cu, hnh thc, v ngun pht thng ip. Ni dung thng ip: Ni dung thng ip cn hp dn, c ch , tng sng to, v tnh c o. Thng c ba cch tip cn v ni dung l hp dn bng li ch, bng cm xc, v bng cc gi tr o c. Hp dn bng li ch Hp dn bng cm xc Hp dn bng cc gi tr o c

3. K hoch truyn thng marketing

Tm tt cc chi tit v hnh thc thng ip cn ch .

3. K hoch truyn thng marketing

3.4 La chn phng tin truyn thng

Giao tip trc tip
Knh gii thiu Knh chuyn gia Knh x hi sn phm c gi tr cao, nhiu ri ro, v mua khng thng xuyn. sn phm lin quan nhiu n v tr x hi ca ngi s dng hay th hiu c nhn

Giao tip gin tip

Phng tin truyn thng: Khng kh: S kin Tip cn vi mt s lng kh ln khch hng

3. K hoch truyn thng marketing

3.5 Tip nhn thng tin phn hi

y l bc cui cng nh gi tc ng v kt qu ca chng trnh truyn thng marketing. Thng tc ng ca chng trnh truyn thng marketing khng pht sinh tc th m c th v lu di

3. K hoch truyn thng marketing

4. La chn phi thc chiu th

Cc yu t nh hng n hn hp chiu th
Loi sn phm/ th trng S sn sng mua Cc giai on trong chu k sng sn phm

4. La chn phi thc chiu th

Loi sn phm/ th trng

S sn sng mua

Khuyn mi

Tnh
hiu qu

Bn trc tip
Qung co/ Tuyn truyn

Cc giai on trong chu k sng sn phm

Tnh hiu qu
Khuyn mi Qung co/ Tuyn truyn Bn trc tip
Gii thiu Tng trng Bo ha

Suy thoi

4.2 Chin lc y v ko

5. Ni dung cc cng c ca chin lc chiu th

Qung co

Cho hng c nhn

Chiu th

Khuyn mi

Giao t

Marketing trc tip

5.1 Qung co
Qung co l vic s dng cc phng tin thng tin i chng truyn tin tc v cht lng hay u im ca sn phm n khch hng. thc hin vic ny doanh nghip phi chi ra mt khon tin nht nh

5. Ni dung ca cc cng c chiu th

c im c bn ca qung co
Tnh i chng

S lan to

Tnh khuych i

Tnh v cm

5. 1 Qung co

Mc tiu ca qung co
Hng n nhu cu Thng tin Thuyt phc Nhc nh Hng n hnh nh Doanh nghip Thng hiu

5. 1 Qung co

Chc nng ca qung co

Chc nng thng tin Chc nng thuyt phc Chc nng nhc nh

5. 1 Qung co

Cc phng tin thng tin qung co

Bo ch Radio Truyn hnh Qung co ngoi tri n phm gi trc tip Internet Qung co trn khng Phng tin vn chuyn

5. 1 Qung co

Chi tiu cho qung co 2000

2009

Vic chi tiu qung co trong vng 9 thng u nm t 450 triu USD, tng 26% so vi cng k nm ngoi (theo nghin cu th trng ca TNS Media (Vit Nam). Mc tng trng cao hn nhiu so vi mc 8% cho c nm m cc chuyn gia phn tch d on. (Bo Thanh Nin ngy 14/11/2009).

XY DNG K HOCH QUNG CO m hnh 5M

Xc nh mc tiu (Mission) Quyt nh ngn sch (Money) - Cn c vo phn trm doanh thu - Cn bng cnh tranh - Cn c mc tiu v nhim v Quyt nh thng ip (Message) Hnh thnh thng ip La chn thng ip Quyt nh phng tin (Media) - Phm vi, tn sut, tc ng - Cc kiu phng tin c th - Phn phi thi gian cho cc phng tin nh gi kt qu
(Measurement)

-Mc tiu truyn thng

-Mc tiu thuyt phc tiu th sn phm

- Tc dng truyn thng

- Tc dng n mc tiu th

Xc nh mc tiu qung co
Mc tiu qung co phi xut pht t mc tiu ca chin lc th trng mc tiu, nh v th trng v marketing hn hp. Mi loi mc tiu c p dng trong nhng tnh hung khc nhau nh giai on chu k sng sn phm, v th cnh tranh ca doanh nghip

K hoch qung co

Xc nh ngn sch qung co

Theo kh nng ti chnh (affordable method) Theo phn trm doanh s ca nm trc hoc doanh s k hoch (percentage of sales method) Phng php cn bng cnh tranh (competitive parity method) Phng php theo mc tiu v cng vic thc hin (objective and task method)

5. 1 Qung co

Phng tin qung co

Cn xem xt n cc yu t: Mc tiu qung co Chu k sng sn phm Tnh hnh cnh tranh c im ca tng phng tin: i tng, phm vi, chi ph, uy tn ca phng tin . Quyt nh v phm vi, tn sut v tc ng

5. 1 Qung co

Quyt nh thng ip qung co

Qung co phi c tng r rng Phi c o v sng to Nhm n khch hng mc tiu Ph hp vi tng c im phng tin m bo tnh ngh thut, m thut Ph hp vi vn ha v quy nh php lut

5. 1 Qung co

IU QUAN TRNG NHT M MT QUNG CO PHI T C?

S n gin n tng v khc bit Th hin hay v ph hp vi cc thng tin c lin quan Kt ni c vi nhn hin Tc ng vo cm xc

5. 1 Qung co

QUY TRNH LM TVC

BN YCST TEST ANIMATIC CC TVC STORYBOARD CHN O DiN, DiN VIN, CNH O C TEST CHN STORYBOARD QUAY PHIM, ViT NHC THU VOICE THC HiN ANIMATIC TVC DNG PHIM, SPECIAL FX SOUND EDIT MIXING THC HiN QuNG CO

DUYT OFFLINE OPTION CHNH SA

DUYT FINAL VERSION

DUPLICATE VIDEO TAPE GI I,TV

QUY TRNH LM MT QC BO
SNG TO CONCEPT, HEADLINE, BODY COPY CC DRAFTS, LAYOUT, ART WORKS TEST CHN BEST ARTWORKS

BN YU CU SNG TO

PHOTO,SHOOTING, FINAL LAYOUT. PROCESSING

CHNH SA FINAL LAYOUT

DUYT FINAL LAYOUT V COLOR PROOFING

IN MU MU, LM PHIM IN (COLOR SEPRATOR)

GI MU MU V PHIM CHO CC BO

QUY TRNH LM 1 QC RADIO

BN YU CU SNG TO CC RADIO STORTLINE TEST CHN RADIO STROTLINE DUYT IN OPTION, CHNH SA

CHN DiN VIN, CHN NHC

THU M

SOUND EDIT, MIXING

DUYT FINAL VERSION

DUPLICATE QC RADIO CD, GI I

THC HiN QC

Do lng hiu qu qung co

Nghin cu hiu qu truyn thng ca qung co Nghin cu hiu qu doanh s

5. 1 Qung co

5.2 Khuyn mi
Khuyn mi l nhng khch l ngn hn khuyn khch vic mua mt sn phm hay dch v
Khuyn mi n trung gian phn phi (khuyn mi thng mi) Khuyn mi n ngi s dng (khuyn mi ngi tiu dng)

Khuyn mi ngi tiu dng

Mc tiu: Kch thch tiu dng th v mua sn phm mi Kch thch tiu dng sn phm hin c Khuyn khch ngi tiu dng trung thnh vi nhn hiu Bo v khch hng hin ti Phi hp lm tng hiu qu qung co v cc hot ng marketing khc

5. 2 Khuyn mi

Khuyn mi ngi tiu dng

c im: Truyn thng Khuyn khch Mi cho

5. 1 Qung co

CC CNG C KHUYN MI DNH CHO NGI TIU DNG

Tng hng mu Phiu gim gi Gi trn gi Qu tng Cc gii thng, x s, rt thm Thi Phn dnh ring cho khch hng quen thucVIP u i tiu dng

Khuyn mi thng mi
Mc tiu: Xy dng v m rng mng li phn phi Nng cao hnh nh v h tr sn phm ang tiu th Khuyn khch trng by, d tr Cng c, duy tr quan h vi trung gian v nhn vin bn hng

5. 1 Qung co

Cc hnh thc khuyn mi thng mi

Hi thi bn hng Tr cp thng mi Qu tng ..

5. 1 Qung co

5.3 Quan h cng chng (Public Relations)

Quan h cng chng l nhng hot ng truyn thng xy dng v bo v danh ting ca cng ty, ca sn phm trc cc gii cng chng

Gii cng chng

Khch hng Trung gian Nh phn phi Nh cung cp Gii ti chnh Nhn vin Cng ng Chnh quyn
5. 3 Quan h cng chng

c im
Tn nhim cao Khng cn cnh gic Gii thiu c th

5. 3 Quan h cng chng

Cc hnh thc
Thng co bo ch Hp bo Ti tr T chc s kin Vn ng hnh lang

5. 3 Quan h cng chng

5.4 Bn hng c nhn (Personal selling)

L s giao tip mt i mt ca nhn vin bn hng vi khch hng tim nng trnh by, gii thiu v bn sn phm c im Trc din Xy dng quan h Phn ng p li

5. 4 Bn hng c nhn

Nhim v nhn vin cho hng

Tm kim khch hng mi Thng tin, gii thiu sn phm Thuyt phc khch hng quan tm v mua sn phm Thc hin n t hng Thu thp thng tin v nhu cu khch hng v i th cnh tranh
5. 4 Bn hng c nhn

Yu cu v kh nng nhn vin bn hng

Hiu bit v sn phm Hiu bit v doanh nghip Hiu bit v th trng v i th K nng: giao tip, thuyt phc, thuyt trnh, thit lp mi quan h .

5. 4 Bn hng c nhn

Quy trnh cho bn hng

Thm d v nh gi khch hng trin vng Chun b tip cn khch hng Tip cn khch hng Gii thiu, thuyt trnh sn phm ng x trc s khc t ca khch hng Kt thc thng v Kim tra, gim st

5. 4 Bn hng c nhn

5.5 Marketing trc tip (Direct marketing)

L vic s dng in thoi, th, email v nhng cng c tip xc khc( khng phi l ngi) giao tip v dn d mt p ng t khch hng ring bit hoc tim nng

L xu hng ang ngy mt gia tng v c cc doanh nghip va v nh khai thc mt cch trit

c im
Khng cng khai Theo khch hng Cp nht

5. 5 Marketing trc tip

Cc hnh thc
Th cho hng Direct mail Telemarketing Internet marketing (digital marketing, online marketing)

5. 5 Marketing trc tip

Internet marketing
u im: C th bt u vi chi ph thp C kh nng tp trung cao vo nhm khch hng mc tiu C th xut hin vo ng thi m C th tng tc v tip cn trc tip khch hng Phn ng nhanh Khng b gii hn bi thi gian v khng gian D o lng, nh gi
5. 5 Marketing trc tip

Internet marketing
Nhc im: Khng phi tt c khch hng mc tiu u online (Vit Nam: ch yu t 15-35 tui) Mc tin cy ca thng tin trn mng khng cao, kh kim sat d lun mng Yu t cng ngh (gy tm l e ngi) Thiu nhn lc am hiu c 2 lnh vc CNTT v marketing

5. 5 Marketing trc tip

Cc cng c Internet marketing

Website, blog, microsite, E-store Display ads Search enginee marketing Social media marketing Mobile marketing CRM

5. 5 Marketing trc tip