Con ngi hoc c nhieu ieu bo ch t trong that bai ch khong phai t s thanh cong.

Cuon sach nay thc s la mot kho bau, va vi no, ban se tm c nhng li khuyen bo ch - LAURA RIES, Giam oc RIES & RIES Mot tai lieu hap dan, thiet thc ch cho ban cach kinh doanh e at hieu qua toi u. - INTERNET WORKS Bat c mot chuyen gia marketing nao cung se thay that hu ch khi oc cuon sach nay. Ben canh nhng cau chuyen mang tnh giai tr, nhng bai hoc an sau chung la that s nghiem tuc. Hay rut ra kinh nghiem cho mnh t cuon sach nay -PATRICK BARWISE, Giao s Maketing, LONDON BUSINESS SCHOOL Toi muon gii thieu cuon sach nay cho tat ca nhng ai quan tam ve viec xay dng va phat trien thng hieu - Dr. PAUL TEMPORAL, chuyen gia thng hieu, tac gia QUAN TR THNG HIEU CAO CAP CHNG 1 That bai - nen tang cua Thanh cong Qua trnh thiet lap thng hieu c phat trien e bao ve cac san pham tranh khoi s that bai. e hieu ro qua trnh nay, chung ta hay tr ve the ky th 19 vi cac thng hieu khi thuy. Trong thap nien 1880, cac cong ty nh Campbells, Heinz va Quaker Oats bat au lo lang ve phan ng cua ngi tieu dung ve cac san pham c san xuat hang loat. Cac ac trng thng hieu c thiet ke khong ch giup cho nhng san pham nay co cho ng rieng ma con lam giam i noi lo cua cong chung ve cac san pham c san xuat ai tra. Bang cach them vao mot yeu to nhan ban cho san pham, viec thiet lap thng hieu a lam th gian au oc cua nhng ngi mua hang cua the ky 19. Ho a tng co luc at niem tin vao mot chu ca hang than hu th nay ho co the at s tin tng o vao t than cac thng hieu va nhng gng mat ti ci cua cac Cau Ben va Co Jemima ben cac ke hang. S that bai cua cac mat hang san xuat ai tra ma cac chu nha may lo s a khong bao gi xay ra. Cac thng hieu a cu chuoc cai ngay ay.

en the ky 21, mot hnh anh khac han xuat hien. Luc nay th t than cac thng hieu tr thanh van e. Chung tr thanh nan nhan cua chnh s thanh cong cua mnh. Khi mot san pham that bai, loi hoan toan la do thng hieu. Chung co the ho tr cho cac cong ty nh McDonalds, Nike, Coca-Cola va Microsoft xay dng nen nhng vng quoc toan cau, nhng cac thng hieu cung chuyen the cac qua trnh marketing thanh mot qua trnh xay dng nhan thc. Co ngha la, bay gi hnh anh la tat ca. Ngi tieu dung quyet nh mua hang da tren nhan thc cua ho ve thng hieu hn la tnh thc te cua san pham. Trong khi ieu nay co ngha la cac thng hieu tr nen quy gia hn nhng tai san hu hnh cua chung va cung co ngha la chung hoan toan co the anh mat gia tr nay bat c luc nao. Du sao th nhan thc cung la mot th de v va mong manh. Neu hnh anh thng hieu b vay ban qua mot vu tai tieng truyen thong, mot s kien gay tranh luan hay ngay ca mot li on ai c rao truyen qua Internet th mot cong ty cung co the thay mnh ang oi mat vi nhng nguy hiem can ke. Luc nay cac cong ty khong the t nhien ma thoat ra khoi tnh trang nay. Ho khong the quay ngc thi gian tr ve vi thi ma viec thiet lap thng hieu khong he co nhng van e tng t. Va hn na, ho cung co the ln manh nhanh hn bao gi het khi sang tao c mot ac trng thng hieu am net. Nh vay, viec thiet lap thng hieu khong con n gian la mot cach e tranh khoi that bai na. No la tat ca, cac cong ty song hay chet la tuy thuoc vao sc manh thng hieu cua ho. Bat ke en viec thiet lap thng hieu ngay nay la quan trong hn bat c mot thi nao trc ay, nhieu cong ty van mac sai lam trong viec nay. Tren thc te, ho thc hien viec thiet lap nay te hai hn bao gi het. Cac thng hieu van gap phai that bai trong tng ngay mot va nhng ngi ieu hanh cong ty thng ri vao canh t mnh phai oi pho, luon phai nhc au v nhng kho khan lien tuc ap en. Muc ch cua quyen sach nay la xem xet nhng that bai a dang cua cac thng hieu e tm hieu nhng con ng dan du cac cong ty i en sai lam. Nh cac v du se cho thay, s that bai khong danh rieng cho bat ky mot loai hnh kinh doanh nao ca. Cac ga khong lo toan cau nh Coca-Cola va McDonalds cung chng to ho cung co the mac sai lam nh cac cong ty non nt va nho be vi qua t kinh nghiem marketing. Va cung ro rang la cac cong ty nay khong chu hoc tap c chut g t nhng kinh nghiem that bai cua cac cong ty khac. Thc te lai dng nh ung ho cho ieu ngc lai. That bai ban than no von la mot cn dch co tnh lay nhiem. Dng nh cac thng hieu quan sat lan nhau va roi lap lai nhng sai lam tng t nhau. V du nh khi loat nha hang mang ten Planet Hollywood van ang phai vat va e tm lay mot chut li nhuan th mot nhom cac sieu ngi mau, ca s noi danh lai cho la ho co the bat chc theo cong thc nay vi quan ca phe thi trang Fashion Cafe cua ho ma khong can nghien cu g het.

Trong khi nhng ong ke Coca-Cola va McDonalds co the chu ng c nhng sai lam gay ton that nang ne th cac cong ty nho hn lai khong the. oi vi ho, that bai co the ong ngha vi cai chet. Qua trnh thiet lap thng hieu a tng c thiet ke e bao ve cac san pham th nay lai an cha ay nguy c. Trong khi nhng nguy hiem nay khong hoan toan co the b loai tr bang cach hoc tap t nhng tam gng te hai cua ngi khac nhng t ra chung cung co the c dung e xac nh nhng e doa chnh ang nam au.

Tai sao cac thng hieu that bai

Trc ay lau lam roi, cac san pham ganh chu trach nhiem ve so phan cua mot cong ty. Khi mot cong ty nhan thay lng hang hoa ban ra cua ho suy giam, ho se co ket luan rang san pham cua ho ang i vao mot qua trnh that bai. Ngay nay moi viec a thay oi. Cac cong ty khong con o loi cho san pham na ma la cho thng hieu. o khong con la loi cua mat hang hu hnh tren ke na, ma chnh la cai ma mat hang ai dien cho - cai trong tam tr cua ngi mua. S chuyen oi nay cua suy ngh, t o loi cho san pham sang o loi cho thng hieu, la he qua cua suy ngh - cam nhan hanh vi tieu dung a thay oi. Ngay nay, hau het cac san pham eu c mua ch khong c ban, Al va Laura Ries a viet nh vay trong quyen 22 Quy luat Bat bien ve viec Thiet lap Thng hieu. Thiet lap thng hieu ban trc san pham hay dch vu cho ngi s dung. Thiet lap thng hieu ch n gian la mot cach hieu qua hn e ban c hang. Mac du ieu nay la ung nhng cach nhan nh mi nay cung co ngha la cac san pham hoan hao van co the phai chu that bai v ket qua thiet lap thng hieu toi. V vay, cung vi nhng tng thng, viec thiet lap thng hieu cung an cha nhieu nguy c. Scott Bedbury, pho tong giam oc ac trach marketing cua Starbucks, phai tha nhan la ngi tieu dung khong thc s tin rang co s khac biet ln gia cac san pham. ieu nay co ngha la cac thng hieu can phai thiet lap nhng lien ket cam tnh vi khach hang cua chung. Nhng du sao th cac cam nhan cung khong nen b tron lan. Mot khi mot thng hieu a thiet lap c moi giao ket can thiet, no can phai c quan ly mot cach can trong. Ch mot bc sai lam, co the la ngi tieu dung se khong san long tha th. o la la ly do tai sao ma cuoi cung cac thng hieu lai that bai. Mot ieu g o a xay ra khien cho moi giao ket gia khach hang va thng hieu o v. Khong phai luc nao cong ty cung luon luon la ke co loi ac biet la khi s viec nam ngoai tam kiem soat cua ho (suy thoai toan cau, tien bo ky thuat, tham hoa quoc te, v.v...). Khi cac thng hieu bat au vat va hay that bai, no thng tao nen mot nhan thc khong hay ve thng hieu, ve th trng hoac s canh tranh. Nhan nh nay thng la ket qua cua mot trong bay toi loi chet ngi sau ay cua viec thiet lap thng hieu:

 Mat ky c thng hieu. oi vi nhng thng hieu lau nam, ky c tr thanh mot van e ang ke. Mot khi thng hieu quen mat la no a c xac nh e ai dien cho cai g, ngay lap tc no se vng phai van e. Trng hp ro rang nhat cua viec mat ky c thng hieu xay ra khi mot thng hieu lau i, ang ton trong co cong sang tao mot tnh cach can ban mi nh khi Coca-Cola muon thay the cong thc truyen thong cua ho bang New Coke. Va ket qua la tham hai. Tnh oc oan cua thng hieu. Cac thng hieu oi khi nuoi dng khuynh hng la anh gia qua mc tam quan trong va kha nang cua mnh. ay chnh la chng c khi mot thng hieu tin la no co the nam vng mot th trng oc nhat nh trong trng hp cua Polaroid vi th trng chup hnh lay lien. Va ieu nay cung kha ro rang khi mot thng hieu tham nhap vao mot th trng mi ma no khong he phu hp t nao, n c la trng hp cua Harley Davidson khi no lc e ban nc hoa. Tnh cuong vong cua thng hieu. oc oan co the a en cuong vong. Khi ieu nay xay ra, cac thng hieu muon thau tom ca the gii bang cach m rong thng hieu en moi chung loai san pham ma ho co the tng tng ra. Mot so, chang han nh Virgin, a ra i cung vi ieu nay. Mot so khac, t hn, du sao cung khong en noi nh vay. Tnh loc la cua thng hieu. Loai ngi khong the chu ng noi qua nhieu thc te, T.S. Eliot a viet nh vay. Cac thng hieu cung the. Qua the, mot so thng hieu xem toan bo qua trnh marketing nh mot hanh ong e che ay nhng thc te ve san pham cua ho. Trong nhng trng hp cc o, hng phat trien ve pha nhng chuyen khong tng cua thng hieu co the dan en s doi tra hoan toan. S met moi cua thng hieu. Mot so cong ty cam thay met moi vi cac thng hieu cua ho. Ban co the thay ieu nay xay ra vi nhng san pham b bo quen tren cac ke hang mac cho bui bam. Khi nhng mam mong cua s met moi thng hieu bieu hien ca trong lnh vc sang tao th chuyen sut giam lng hang ban ra la ng nhien. Hoang tng thng hieu. ieu nay oi nghch vi tnh oc oan cua thng hieu va thng xay ra khi mot thng hieu phai oi mat vi s canh tranh co khuynh hng ngay cang gia tang. Cac trieu chng thong thng bao gom: ap lc muon tha kien cac oi thu, muon tai tao lai thng hieu c moi sau thang va ham muon bat chc cac oi thu. Khong thch ng thng hieu. Khi mot th trng dan phat trien mot cach can ban, cac thng hieu lien quan en th trng nay co nguy c tr nen khong thch ng hay oi nghch hoan toan. Cac giam oc thng hieu can phai co duy tr thch ng bang cach gi vng v the dan au ve chung loai san pham nh trong trng hp cua Kodak ang no lc vi may anh ky thuat so. Nhng ngo nhan ve viec thiet lap thng hieu

Cac cong ty thng b bat ng khi cac thng hieu cua ho that bai. ieu nay xay ra v ho thng qua tin vao thng hieu cua mnh ngay t luc khi au. Du sao th niem tin thng hieu nay cung khi nguyen t mot thai o mu m ve viec thiet lap thng hieu ch da quanh mot hay nhieu nhng ngo nhan sau: Neu mot san pham tot, no se thanh cong. ieu nay ro rang la khong ung. Tren thc te, mot san pham tot cung de dang that bai y nh mot san pham xau. V du nh san pham Betamax, co chat lng hnh anh va am thanh tot hn bang ghi hnh VHS nhng a phai chu that bai mot cach tham hai. Cac thng hieu thng co ve se thanh cong hn la t h a t b a i . Sai lam! Cac thng hieu van phai ganh lay that bai trong tng ngay. Theo mot so cuoc tham do, 80% cac san pham mi ganh chu that bai ngay sau khi gii thieu, hn 10% khac that bai trong khoang thi gian nam nam au. Khi phat hanh mot san pham mi, ban se ch co mot phan mi hy vong la se thanh cong lau dai. Nh Robert McMath, cu uy vien marketing cua P&G a noi, mot san pham ganh chu that bai de dang hn la song sot. Cac cong ty ln luon thanh cong trong thiet lap t h n g h i e u . Chuyen than thoai khong the ng vng trong trng hp cua New Coke. Nh trong quyen sach nay se cho ban thay, cac cong ty ln thng co ve phai ganh chu that bai hn la thanh cong. Khong mot cong ty nao la u ln en mc khong b tac hai bi nhng tham hoa thng hieu. Tren thc te, nhieu v du trong quyen sach nay nhan manh en mot trong nhng nghch ly chnh cua viec thiet lap thng hieu o la, thng hieu cang ln, cang thanh cong, th cang de ton thng va cang de chet yeu hn. Nhng thng hieu manh c xay dng bang quang cao. Quang cao co the ho tr cho thng hieu, nhng khong the tao nen thng hieu t nhng ieu vun vat. Phan ln that bai cua nhng thng hieu ln nhat the gii eu i cung vi nhng chien dch quang cao vo cung hao ph. Neu mot cai g o la mi me, no se co tnh thuyet phuc. Co the la co nhng khoang trong trong th trng, nhng khong co ngha la no se c lap ay. ay la mot bai hoc au n oi vi RJR Nabisco Holdings khi ho quyet nh tung ra th trng loai thuoc hut khong co khoi. Ho can co chut thi gian e hnh dung ra rang ngi hut thuoc cung hng cam vi phan khoi thuoc khi hut mot bnh luan a tiet lo nh the. Thng hieu manh bao ve cho san pham. a tng co mot thi la nh vay, nhng ngay nay moi viec a thay oi. Cac san pham manh hien nay phai ho tr cho viec bao ve thng hieu. Nh cac trng hp cho thay, san pham a tr thanh ai s cua thng hieu va ngay ca mot sut giam du la nho nhoi ve chat lng hay ch la mot chut van e ve hnh anh cung anh hng en tong the ac trng cua thng hieu. Ngi tieu dung co the khien cho mot chien lc thng hieu t m ket thuc trong tham bai. Tai sao phai chu tam en that bai?

Muc tieu cua quyen sach nay la cung cap nhng khuyen cao sao e khong vi nhng sai lam tai hai trong viec thiet lap thng hieu ln nhat cua moi thi. Nhng thng hieu c chap canh vi nhng chien dch quang cao ngan ngui tr gia hang trieu o la trc khi chm am ma khong he co tac ong nao t cac oi thu canh tranh a xac nhan ieu o. Quyen sach nay cung nhn en nhng sai lam thng hieu c ghi nhan cua nhng cong ty cc ky thanh cong nh Virgin, Coca-Cola, IBM, General Motors va nhieu na. Xin on chao cac ban en vi khu vn nho thng hieu, ni ma cac cong ty dung lam cho yen ngh cho nhng thng hieu lay lat cua ho hay e mac cho chung vat vng au o. Trong khi nhng cau truyen kinh hoang ve viec thiet lap thng hieu nay co the cho ta thay that bai la ieu khong the tranh khoi, nhng nhng v du cua chung se ho tr chung ta xac nh c nhng khu vc hiem nguy chnh yeu. Hy vong la quyen sach nay se em lai cho cac ban nhng bai hoc trong sang neu khong muon noi la ang s. ng e mnh phai m thay nhng cn ac mong.

CHNG 2 NHNG THAT BAI IEN HNH

S that bai cua mot so thng hieu a chng to ro rang rang chung c ban cai va mo xe bi nhng chuyen gia marketing ngay t khi chung va xuat hien. Nhng that bai ien hnh nay giup mieu ta mot thc te la mot san pham khong can phai la te mi hng chu lay that bai ang buon. Qua the, nh trong trng hp cua New Coke ma chung toi se gii thieu au tien, san pham nay qua la mot s e cao cho cong thc ma no ai dien. Ly do that bai cua no ch la do viec thiet lap thng hieu ma thoi. CocaCola a quen mat la thng hieu chnh cua mnh a c nh e the hien ieu g. Ho ngang nganh cho rang mui v la yeu to duy nhat ma ngi tieu dung quan tam. ay qua la ieu sai lam! Tren thc te, moi v du trong chng nay anh dau nhng sai sot marketing can ban ma nhieu thng hieu khac van lap i lap lai. Nhng sai sot nay bao gom nhng sai lam c ban nh nh gia sai, chon ten sai va hoang tng ve s canh tranh. Du sao nhng sai lam nay cung mieu ta tnh khong the tien oan cua viec thc hien ke hoach marketing. Cho du mot thng hieu co manh me ti au, th trng van luon kho ma ghi nh. ieu tot nhat ma mot giam oc thng hieu co the hy vong la e y en bat c g co ve la mot cam bay em en s sai lam. o la quan tam en viec xac nh nhng cam bay hn la v nhng cam bay ma cac that bai sau ay a kinh qua mot chng mc nao o.

1. New Coke
Ngh en s thanh cong cua mot thng hieu, ban co the ngh ngay en Coca-Cola. Qua the, o la mot thng hieu c biet en nhieu nhat tren the gii. Nam 1985, cong ty Coca-Cola quyet nh ngng san xuat loai nc ngot danh tieng nay cua ho va thay the no bang mot san pham co cong thc mi va c tung ra th trng vi ten la New Coke. e hieu c tai sao ma quyet nh an cha tham hoa nay lai c quyet nh, can phai xet en nhng g a xay ra trong th trng nc giai khat. Noi cach khac, chung ta can phai quan sat ky hn s canh tranh khong ngng tang len gia Coca-Cola va Pepsi-Cola trong nhieu nam qua t trc s ra i cua New Coke nhieu thap nien. Moi quan he gia hai oi thu hang au nay khong phai la lanh manh lam. Mac du cac chuyen gia marketing t lau a tin rang s canh tranh cua ho se lam cho ngi tieu dung co y thc ve cola hn, t than cac cong ty nay hiem khi ngh nh vay. Qua vay, Coca-Cola a tan cong Pepsi-Cola trong mot cuoc chien phap ly ve quyen s dung t cola trong ten san pham, va ho a thua. Nhng du sao, ben ngoai cac phien toa, Coca-Cola van luon dan iem trc. Vao cuoi thap nien 50, CocaCola ban c nhieu hn Pepsi vi mot ty le la 5/1. Va nhng nam sau o Pepsi a phai t v the hoa lai nh mot thng hieu cua tuoi tre. ay la mot chien lc ay rui ro khi ho buoc phai hy sinh nhng ngi tieu dung ln tuoi lai cho Coca-Cola, nhng du sao ho cung a chng to c s thanh cong. Pepsi co kha nang v the hoa thng hieu cua ho e oi lai vi hnh anh co ien va gia nua cua oi thu ang s. Va cang luc ho cang c nhn nhan la mot thc uong cua gii tre, Pepsi no lc xoay x e thu hep khoang cach lai. Trong thap nien 70, oi thu chnh cua Coke chap nhan rui ro hn na vi viec gii thieu Pepsi Challenge trong mot tham do vi nhng ngi tieu dung b bt mat e nhan thay s khac biet gia thng hieu cua chnh ho va Cai that (The real thing cau chu e quang cao cua Coca-Cola). Qua la ieu ang s vi Tong giam oc a tai v lau dai cua Coca-Cola, Robert Woodruff, hau het nhng ngi tham d cuoc tham do nay eu chuong cong thc ngot hn cua Pepsi. Vao thi gian ma Roberto Goizueta tr thanh chu tch, nam 1981, hnh tng so mot cua Coke bat au co ve b ton thng. No khong ch mat th phan vi Pepsi ma con vi chnh mot vai loai nc uong khac c san xuat bi chnh cong ty Coca-Cola nh Fanta va Sprite. Noi rieng, s thanh cong cua Diet Coke la mot con dao hai li khi no lam th trng nc cola co ng thu hep lai. Nam 1983, khi Diet Coke gianh c v tr th ba sau hai loai nc truyen thong la Coke va Pepsi, th phan cua Coke giam xuong en mc ky luc cua moi thi, ch con cha en 24%.

Ro rang la can phai lam mot ieu g o e cu van v the sieu viet cua Coke. on phan hoi au tien cua Goizueta vi hien tng Pepsi Challenge la tung ra mot chien dch quang cao vao nam 1984, ca ngi Coke la t ngot hn Pepsi. Mot cuoc quang cao truyen hnh c thc hien vi Bill Cosby, mot trong nhng khuon mat quen thuoc nhat cua hanh tinh vao thi o va ro rang ay la mot khuon mat qua gia e co the phu hp vi The he Pepsi. Tac ong cua nhng no lc tng t e Coke co the bt pha khoi oi thu a b han che. Th phan cua Coke van ng yen trong khi Pepsi lai lien tuc tang trng. ieu ang lo na la mot khi ngi tieu dung co the la chon, nh trong cac sieu th a phng, hau nh ho eu nghieng ve Pepsi hn. Ch co he thong phan phoi hieu qua hn cua Coke mi gi cho ho ng vng v tr dan au. V du, ro rang la co nhieu may ban hang t ong ban Coke hn la Pepsi. Mac du vay, bat ke en s phat trien nhanh chong cua cac thng hieu nc giai khat, Pepsi van gianh them c nhng khach hang mi. a hoan toan that bai trong mui v, Coke co the khong chap nhan anh mat i v the hang au cua ho. Van nan chnh, nh Coca-Cola nhan nh, la do t than san pham. Nh Pepsi Challenge a chng to khong biet bao nhieu lan, Coke luon co the b anh bai khi xet ve kha canh hng v. ieu nay dng nh c tai xac nhan vi s thanh cong cua Diet Coke, co hng v rat gan vi hng v cua Pepsi. Vi nhng g a c nhan nh nh mot bc hp ly, Coca-Cola bat au danh thi gian nghien cu mot cong thc mi. Mot nam sau ho co New Coke. e co c cong thc san xuat mi, cong ty Atlanta bat au thc hien 200.000 cuoc th nghiem mui v e xem cong thc o thanh cong ra sao. Va ket qua that my man. Hng v cua nc giai khat theo cong thc mi khong nhng an t hng v cua loai Coke nguyen thuy ma ngi ta con thch no hn ca Pepsi-Cola. Tuy nhien, neu Coca-Cola van ng trc Pepsi, ho khong the co cung luc hai san pham canh tranh trc tiep nhau tren cac ke hang. V vay, ho quyet nh loai bo CocaCola va gii thieu New Coke the vao o. Van e la cong ty Coca-Cola a anh gia khong ung ve sc manh thng hieu au tien cua ho. Ngay sau khi quyet nh c thong bao, mot phan ln dan My quyet nh cam van oi vi san pham mi nay. Vao ngay 23 thang 4 nam 1985, New Coke c tung ra th trng va ch vai ngay sau viec san xuat Coke nguyen thuy ngng han. Quyet nh ket hp nay ke t o a c xem nh mot sai lam marketing ln nhat cua moi thi ai. Mai lc danh cho New Coke tr nen toi te va cong chung tr nen gian d v thc te la Coca-Cola khong con ton tai bao lau na. Moi s tr nen ro rang la Coca-Cola khong con la chon nao khac ngoai viec mau chong s dung tr lai thng hieu va cong thc truyen thong cua ho. Chung toi a nghe cac ban, Goizueta a noi the trong cuoc hop bao ngay 11 thang 7 nam 1985.

Va roi ong nhng li cho trng ban ieu hanh cua cong ty - Donald Keough, thong bao viec tr lai cua san pham cu. Keough a thu nhan: Mot thc te n gian la moi th t tien bac, thi gian va ky nang o ra e nghien cu ve ngi tieu dung oi vi loai Coca-Cola mi a khong o lng va lam ro c nhng lien ket cam tnh sau am cua Coca-Cola truyen thong c cam nhan bi nhieu ngi. Niem am me oi vi Coca-Cola truyen thong va o la t danh cho no, niem am me la mot th g o chop lay chung ta bang s bat ng. No la mot nhiem mau My tuyet vi, mot phep la My ang yeu va ban khong the o lng c no cung nh vi tnh yeu, s t hao hay long yeu nc. Noi cach khac, Coca-Cola a hieu ra rang marketing th quan trong hn t than san pham nhieu. a so cac cuoc th nghiem c thc hien theo loi mo mam, v vay mui v la yeu to duy nhat c lng nh. Cuoi cung, cong ty a an phai moi cua Pepsi khi lam nh the, xem thng tai san thng hieu chnh cua ho o la tnh truyen thong. Khi Coca-Cola c tung ra th trng vao thap nien 1880, no la san pham duy nhat tren th trng luc o. Nh vay, no a tr thanh mot chung loai san pham mi va thng hieu a tr thanh ten goi cua t than san pham. Xuyen suot hau het the ky va qua, Coca-Cola tap trung vao hnh tng nguyen thuy cua ho trong nhieu chien dch quang cao khac nhau. Nam 1942, nhng mau quang cao tren cac tap ch xuat hien tren khap nc My minh nh: Ch co mot th giong nh Coca-Cola la t than CocaCola ma thoi. No chnh la th that. Vi viec tung ra New Coke, Coca-Cola a mau thuan vi nhng no lc marketing trc o cua ho. San pham chnh cua ho khong the c goi la mi khi ma nhng quang cao thc s au tien xuat hien tren Atlanta Journal vao nam 1886 a ghi nhan Coca-Cola nh mot loai nc sui bot mi, cha nhng thanh phan cua cay coca va hat cola tuyet vi. Vao nam 1985, mot the ky sau khi san pham nay c tung ra, t sau cung ma ngi ta co the dung e lien he vi Coca-Cola la t mi. ay la cong ty c lien he en tnh ke tha kieu My hn han moi cong ty khac. Nam mi nam trc ay, ngi oat giai Pulitzer William Allen White - bien tap vien cua mot t nhat bao Kansas a nhac en loai nc ngot nay nh mot chat tinh tuy cua at tri, c chng cat ma thanh va luon c dan My ung ho mot th c chap nhan, c tao thanh mot cach trung thc, c phan phoi toan cau, va c nang cao chat lng mot cach ay y thc qua nam thang. Coca-Cola cung d phan vi lch s du hanh vu tru My, a chuc mng that hay cac phi hanh gia Apollo vi hang ch on mng tr ve vi trai at, nha cua Coca-Cola.

Gii han tam quan trong cua thng hieu vi van e mui v la hoan toan lac hng. Nh vi nhieu thng hieu ln, s ai dien la quan trong hn s vat c ai dien va neu co mot loai nc ngot nao ai dien cho y mi th o ch la Pepsi. Neu ban a noi vi toan the gii rang ban la th that, ban khong the roi lai la mot th that mi. Nh Al Ries a noi, c y nh la gii thieu mot thng e mi. Thong iep marketing mau thuan nay c nhan manh them bi thc te khi vao nam 1982, cau chu e quang cao cua ho la Coke la the. Luc nay ho thu nhan la ho a pham sai lam nh the la ho a nhan ra rang Coke khong phai la nh vay ma chnh New Coke mi la nh the. Co the la khong bat ng chut nao khi Pepsi a nhan ra sai lam nay cua Coca-Cola. Trong nhng tuan le au tien cua t tung ra san pham nay, Pepsi a a ra mot so quang cao truyen hnh vi hnh anh mot ngi ln tuoi ang ngoi nhn lon nc trong tay. Ho a thay oi Coke cua toi, ong ham hc, ro rang la that vong, Toi khong the tin c. Nhng du sao th khi Coca-Cola cung a san xuat va bantr lai loai coke truyen thong cua ho, loai coke thong thng cho th trng My, s quan tam truyen thong bat au quay lai vi s a chuong thng hieu. No c xem la mot s kien u tam quan trong e la mot tin ang chu y tren ABC News va cac he thong truyen thong khac cua My. Ch trong vai thang Coke a tr lai vi v tr hang au va New Coke dan tan lui. Ma mai thay, qua that bai cua New Coke, tnh trung thanh oi vi th that lai c tang cng. Trong thc te, mot so ly thuyet gia a i qua xa khi cho rang o la mot manh li marketing c hoach nh e tai xac nhan tnh cam cua ngi tieu dung oi vi Coca-Cola. Du sao th con co cach nao tot hn e lam cho ai o phai nuoi tiec gia tr cua thng hieu toan cau cua ban hn la gia v loai bo no hoan toan? ng nhien la Coca-Cola a khong tha nhan o la y nh cua cong ty. Nhng ai ch trch se cho la Coca-Cola a pham mot sai lam nghiem trong ve marketing, nhng ai hoai nghi lai cho la Coca-Cola hoach nh tat ca, Keough noi vay vao luc o. S that la chung toi khong khon ngoan en the va cung khong ngu kh en vay. Nhng neu nhn vao khai niem canh tranh cua ho oi vi Pepsi vao luc o, quyet nh nay la hoan toan co the hieu c. a nhieu nam, vu kh chnh cua Pepsi van la mui v cua san pham cua ho. Bang cach tung ra New Coke, cong ty Coca-Cola ro rang la hy vong lam yeu i s oi au marketing cua oi thu chnh cua ho.

Vay nhan nh cua Pepsi la the nao ve toan bo s viec nay? Trong quyen Ga kia nhay mat cua Roger Enrico, Tong giam oc ieu hanh cua Pepsi, tin la sai lam cua New Coke a chng to o la mot bai hoc thch ang cho Coca-Cola. Toi cho la vao luc ket thuc cn ac mong, ho a hnh dung ra ho thc s la ai. Nhng ngi can trong. Ho khong the thay oi s a thch cua ngi tieu dung cho thng hieu hang au cua mnh. Ho cung khong the thay oi hnh anh cua ho. Tat ca nhng g ho co the lam la bao ve cai di san ma ho gan nh muon t bo vao nam 1985.

Cac bai hoc t New Coke

Tap trung vao nhan thc cua thng hieu. Theo li Jack Trout, tac gia cua cuon Khac biet hay la Chet, Marketing la mot cuoc chien ve nhan thc, ch khong phai ve san pham. Khong bat chc oi thu cua ban. Khi sang tao ra New Coke, Coca-Cola a xoay ngc hnh anh cua ho cho phu hp vi Pepsi. Cong ty cung a vng phai sai lam nay t trc cung nh sau o, tung ra Mr Pibb e oi au vi Dr Pepper va Fruitopia trong no lc canh tranh vi Snapple. Cam nhan tnh yeu. Theo nh Kevin Roberts, Giam oc ieu hanh cua Saatchi & Saatchi toan cau, cac thng hieu thanh cong khong co nhan hieu thng mai ma la nhan hieu tnh yeu. Trong luc xay dng tnh trung thanh thng hieu, cac cong ty cung cung luc tao nen mot lien ket cam tnh khong dnh lu g en chat lng cua san pham. Khong s quay ngc lai. Bang cach quay tr lai vi quyet nh tai san xuat Coke truyen thong, Coca-Cola tham ch a tao nen mot moi lien ket manh hn gia san pham va ngi tieu dung. Lam nghien cu th trng ung. Bat ke hang ngan cuocnghien cu th nghiem ve mui v vi cong thc mi cua ho, Coca-Cola a that bai trong viec nghien cu ve nhan thc cua cong chung oi vi thng hieu truyen thong cua ho.

2. Xe Edsel cua Ford

oi vi cac giao vien day marketing My, cau chuyen ve chiec xe Edsel c xem nh mot that bai ien hnh cua thng hieu moi thi ai. B goi la Titanic cua xe hi, chiec Edsel chac chan la mot trong nhng tham hoa ve viec thiet lap thng hieu ln nhat tng lam au au cong ty Ford Motor.

Nh nhng v du khac ve nhieu that bai cua thng hieu c mo ta trong quyen sach nay (nh ba v du ve New Coke, WAP va boo.com), xe Edsel cung c tung ra th trng mot cach ram ro qua ang. Mac du chiec xe van cha xuat hien nhng ni trng bay cho en thang Chn nam 1957, nhng nhng quang cao co ong a xuat hien t nhieu thang trc o vi cau chu e Xe Edsel ang en. Du sao th Ford cung a quyet nh, e kch ong s quan tam cua cong chung, chiec xe se khong xuat hien trong cac so quang cao va ngay ca khi a thc s co mat cac iem trng bay, chung cung c trum kn. Cac chu ca hang ban xe c khuyen cao phai lam vay neu khong muon b mat i quyen ai ly cua ho. ung nh mong i cua Ford Motor, s quan tam cua cong chung a c kch hoat. Cong ty a khong quan tam t nao en viec lieu chiec xe co kha nang ap ng c nhng man quang cao thai qua hay khong va phan ng chong oi cua ngi tieu dung se nh the nao. Va quan trong hn ca, biet bao nhieu cong sc va nghien cu a c o vao cho chiec xe nay, hn bat c mot san pham nao trc o. Du sao th mot so nghien cu a t chng to la vo ch ngay thi iem tung xe ra ban. V du, mot phan cua qua trnh nghien cu marketing la e tm ra mot cai ten thch hp cho chiec xe mi. o qua la mot y tng tot. Hn na chiec Ford Thunderbird noi tieng, c tung ra trc o vao nam 1954, a tao dng c cai ten ang nh o t nhng phat hien qua viec nghien cu th trng. Lan nay cac nhom nghien cu c gi en New York, Chicago va Michigan e tm hieu suy ngh cua cong chung ve mot so ten nh trc va cac gi y cua ho. Cac nhan vien cua cong ty cung c khuyen khch e tm ra cho c mot cai ten tot nhat, va cong ty tham ch cung a lien he vi nha th Marianne Moore ang noi nh con vao thi iem ay. Gi y cua co nay la tm ra mot cai ten gi len cam nhan ban nang ve s thanh lch, tnh nhanh chong, mau ma va kieu dang noi bat. Cong ty a thu thap c hang chuc ngan ten e la chon. Theo nh Ernest Breech, Chu tch cong ty luc o, trong mot buoi hop cua Ban ieu hanh cua Ford vao thang 11 nam 1956 th la qua nhieu. Tai sao chung ta khong n gian goi no la Edsel?, Henry Ford II, chau noi cua Henry Ford ca quyet. Edsel la ten cua bo ong ay, ngi con trai duy nhat cua ngi sang lap ra Ford Motor.

Khong phai ai cung ong y vi y kien nay. V giam oc Quan he Cong chung, C Gayle Warnock, biet rang Edsel khong phai la mot ten ung. Trong mot cuoc nghien cu tham do trc o, ten nay a c a ra cung vi weasel va pretzel va a khong c a chuong. Warnock thch nhng ten khac trong danh sach hn, v du nh Pacer, Ranger, Corsair hay Citation. Khi quyet nh c a ra, Warnock a bay to quan iem cua ong ta hoan toan ro rang. Theo nh Robert Lacey viet trong quyen Ford: Con ngi va Co may, Warnock a tuyen bo: Chung ta va anh mat 200.000 thng vu. oi vi Warnock, cho du co goi hoa hong bang nhng ten g khac i chang na th no van khong ngan ngat hng thm. Khong ch co cai ten mi la van e cua chiec Edsel ma thiet ke cua no cung ang phai phan nan. Mau au tien cua Edsel la hoan toan an tng, nh Robert Lacey viet trong cuon sach ve Ford. Mo hnh au tien cua chiec xe la mang tnh nguyen thuy va ay cam xuc nh mot giac m khien moi ngi phai boi hoi v hnh dang tng lai cua no. Tuy nhien, mau xe o khong bao gi xuat hien, nhng ngi nam gi tui tien cua Ford lai cho rang san xuat loai xe nay that s qua ton kem. Mau thiet ke c chon sau o qua la hoan toan oc ao. Trng nhom thiet ke cua Edsel, Roy Brown, luon at ra tieu chuan thiet ke la phai de nhan ra t moi goc o. Qua that la mau Edsel au tien vao nam 1957 thc s at c nhng tieu chuan nay. Noi cu the hn, phan au xe va mat na mui xe la ang chu y nhat. Nh Phil Skinner, mot s gia ang ton trong nhat ve Edsel a bnh luan, thiet ke mui cua Edsel la mot ac iem noi bat. Neu xem ky nhng loai xe khac vao gia thap nien 1950, ban se thay chung trong ta ta nhau, cung gom hai en trc va mot o li nam ngang. Mot hnh tron ngay gia mui xe ma chung toi goi la co de nga a lam cho Edsel hoan toan khac biet. Mac du co mot so bai bao a bnh luan ve ac iem nay cua chiec xe nhng hau het eu khong ong tnh. Mot trong nhng ghi nhan ang chu y la no trong giong nh la mot chiec Oldsmobile ang ngam mot trai chanh. Trong khi mot so khac cho la no trong khong giong mot cai co de nga ma la tng t mot cai ban cau toa let (tham ch d luan sau o con co nhng cau v von te hai hn nhieu, chang han nh no trong tng t nh mot cai ca mnh co rang!)

Nhng du sao th Ford cung co nhng quan he tot vi gii bao ch, giam oc Quan he Cong chung, Warnock a quyet nh co that nhieu bai thong tin ngay trc va sau khi Edsel c tung ra th trng. Va roi cac bai bao xuat hien tren ca hai t Time va Life thong tin ve Edsel nh la mot ot pha trong nganh cong nghe oto va giai thch tai sao viec hoach nh lai keo dai en hn mot thap nien mot thoi phong qua ang cua Warnock khi Brown ch thc s khi au thiet ke Edsel vao nam 1954. Cac so gii thieu co ong cho t tung ra chiec Edsel vao thang Chn cung khong co g ha hen, cha he co mot chiec xe nao tng t nh Edsel. ay la mot khang nh ln va Ford cung co nhng tham vong ln tng t. Ho d kien se san xuat 200.000 chiec Edsel trong nam au tien, co ngha la chiem 5% tong so xe cua th trng. Du sao th viec tham do cong luan dng nh a bat au co tac dung. Cac ca hang trng bay chen ay nhng ngi tham vieng to mo muon nhn xem chiec xe trong nh the nao. Trong tuan le au tien, a co en gan ba trieu ngi My tm en cac iem trng bay chiec Edsel. Va ho ngay lap tc nhan thay rang nhng chiec Edsel co mot so ac iem khac biet, lai con co cai mat na ang yeu hay ang ghet mui xe tuy vao cam nhan cua tng ngi. Trong tam tr cong chung, chiec xe dng nh khong ap ng c vi nhng thoi phong qua ang trc o. Va that ang buon cho Ford cung nh cho mai lc danh cho Edsel, ho ch ban c co 60.000 chiec trong nam au tien, khong en 30% so vi d kien ban au. Ford tiep tuc tung ra kieu Edsel 1959 va 1960, nhng mai lc cang luc cang sut giam en mc ch con lai 44.891 chiec va cuoi cung la 2.846 chiec. Thang 11 nam 1959, Ford ang mot quang cao cuoi cung cho chiec Edsel va sau o ngng san xuat han. Vay sai lam la g? Edsel hau nh co qua nhieu ly do e xac nh. Nhng tren thc te, nen at cau hoi the nay, co g la khong sai lam?. Chien dch marketing chac chan la mot yeu to then chot. Noi mot cach n gian, Ford a qua phong ai trng hp nay cua ho. B loa mat bi thanh cong cua chiec Thunderbird vai nam trc o, Ford tuyet oi tin tng la ho a tr thanh bat kha chien bai va ieu nay c phan anh qua nhng vat pham quang cao qua t man cua ho. Du sao th cung khong ai co the bao cha cho s pho bay qua te hai cua Ford. Ngay 13 thang 10 nam 1957, ho a thc hien mot chien dch quang cao cho Edsel e ay viec co ong san pham len en nhng tam mc mi th Ford lien ket vi ai truyen hnh CBS e trnh dien mot chng trnh ac biet goi la The Edsel Show. Chng trnh nay la mot s lap lai cua loat chng trnh The Ed Sullivan Show noi tieng cua nhng nam 50 vi s gop mat cua nhng ngoi sao noi tieng nh Frank Sinatra va Bing Crosby. Bat ke nhng no lc co ong hang nhat o, Ford van khong the nang cao mai lc cho Edsel. Ngi tieu dung khong can biet o co phai la cach mang hay khong. Tat ca nhng g ma ho biet la Edsel co hnh dang xau x va mot cai ten tng t nh

con chon (weasel). Hn na trong thi ky ma tat ca nhng chiec xe c a chuong khac eu co uoi xe kieu vay ca th Edsel lai hoan toan suon uot. Theo nh Bob Casey, ngi quan thu Vien Bao tang Ford, th Edsel khong thch hp vi cach nhn cua con ngi luc o ve mot chiec xe. Ngoai cac quang cao khong ung hng, hnh dang xau va mot cai ten d, Edsel lai con qua at tien. Giong nh Sheila Mello viet trong quyen nh ngha ve san pham tap trung vao khach hang, Edsel ra i vao luc ma ngi ta ang nham en nhng kieu xe re tien hn. Quyet nh cua Ford nhan manh vao sc manh cua may xe trong mot thi ky ma ngi tieu dung ang nham en nhng loai xe nho hn, tiet kiem nhien lieu hn. Nhng mau xe au tien cac phong trng bay la nhng chiec xe at nhat, hang au trong chung loai. Va bat hanh thay, nhng chiec Edsel tuy at gia nhat nhng cung luc cung co nhng van e ang noi nhat ve chat lng. Nhieu bo phan cua xe khong c khp vi nhau mot cach hoan hao hay ch n gian b thieu phu kien. Cac ngi ban xe khong co u phu tung e thay the. Ngoai viec nh gia qua at, thi iem tung xe ra ban cung khong thch hp. Vao thap nien 1950 th trng My thng tung ra nhng kieu xe cua nam sau vao thang 11 cua nam trc, th luc o Edsel lai c tung ra vao thang 9, hai thang trc khi nhng mau xe mi cua nam ti c gii thieu. V du nh chiec Thunderbird 1956 c gii thieu vao thang 11 nam 1955. V vay, mot chiec xe 1958 phai canh tranh vi nhng kieu xe 1957, va quan trong hn na la vi gia cua nam 1957. Tren thc te, tnh hnh con te hn na. Edsel khong ch la chiec xe at gia nhat ma no con phai canh tranh vi nhng kieu xe 1957 ang c ban giam gia e tranh phai canh tranh vi nhng kieu xe 1958 sap c ngap tran trong nhng phong trng bay. Mc gia cao co the c chap nhan neu no ang gia nh the. Du sao th kinh nghiem cua mot t khach hang au tien cua Edsel cung cho thay no co mot so van e ve ky thuat. Mot ieu na hoan toan nam ngoai tam kiem soat cua Ford. Sau thi ky bung no phat trien cua nhng nam gia thap nien 50, cuoi nam 1957 anh dau thi ky bat au suy thoai cua th trng xe hi luc o. Hau het cac kieu xe 1958 eu ha gia ban, va mot so ha en 50%. Ma mai thay, mot trong so rat t cac loai xe co mai lc tang len ngay trong nam o lai la chiec Thunderbird. Trong mot bai bao vao thang Chn nam 1989 viet cho t The Freeman, mot an pham cua To chc Giao duc Kinh te, nha bao chuyen nganh cong nghiep xe hi Anthony Young a giai thch viec Ford a khong quan tam u mc cho viec nghien cu th trng nh the nao va khang nh o la ly do that bai thc s cua Edsel:

Edsel c dung nh mot v du giao khoa ve s t phu tap the va bat ke en nhng thc te cua th trng. No cung chng minh la quang cao va viec thoi phong e khuyen du ngi tieu dung mua mot chiec xe mi va cha c chng to cung co nhng gii han nhat nh cua chung. Trong mot nen kinh te th trng t do, chnh ngi tieu dung ch khong phai nha san xuat quyet nh s thanh cong hay that bai cua mot chiec xe. Mot nha san xuat khong nen qua thoi phong mot chiec xe mi hay nhng d kien khong thc te e roi ieu nay se c khac sau vao tam tr ngi tieu dung. Neu chiec xe mi c gii thieu khong ap ng c nhng d kien c tao thanh trc o, no se nam chet d trong nhng phong trng bay. Du sao th Ford cung a hoc c bai hoc nay mot cach nhanh chong. Vai nam sau that bai ang buon cua chiec Edsel, ho a lay lai s can bang vi thanh cong ay kch tnh cua chiec Ford Mustang c tung ra th trng vao nam 1964, hn 500.000 chiec Mustang a c ban ra ngay trong nam au san xuat. Chiec xe nay khong ch co mot hnh dang ep va mot cai ten hay ma no con co gia tien c chap nhan rong rai. Nh Sheila Mello a neu ro, vao khoang gia nhng nam 1960 (nam ket thuc cua chiec Edsel) va nam 1964 (nam ra i cua chiec Mustang), Ford cung nh hau het nganh cong nghiep xe hi a chuyen s chu tam cua ho en vi nhng g ma ngi tieu dung thc s mong muon. S thanh cong cua chiec Mustang chng minh rang cong ty Ford Motor a hoc c nhng kinh nghiem t Edsel, theo li co nay, s khac biet chnh gia s phat trien yeu uoi cua Edsel va s thanh cong nhay vot cua Mustang la mot bc chuyen t tap trung vao san pham sang tap trung vao khach hang. Quan iem nay c hau thuan bi Lee Iacocca, ngi a theo doi sat sao s sang tao ra chiec Mustang vi cng v Tong giam oc trc khi nam lay quyen ieu hanh Chrysler. Iacocca giai thch phng cach tiep can cua chiec Mustang: trong khi Edsel la mot chiec xe i tm kiem mot th trng khong bao gi co c; th ay, mot th trng ang tm kiem mot chiec xe hi. Quy trnh bnh thng Detroit la tao thanh mot chiec xe roi co cong xac nh nhng ngi mua cua no. Nhng chung toi trong mot v the chuyen ong theo hng ngc lai va che tao ra mot chiec xe ma th trng ang mong muon no. Va ket qua la, cho en ngay nay chiec Mustang van con c san xuat. V the, chiec Edsel co the la mot s xau ho phai tra gia at oi vi Ford Motor trong thi gian o nhng no lai la mot bai hoc quy gia a ho tr cho cong ty Ford cho en tan bay gi.

Cac bai hoc t Edsel

Thoi phong mot san pham khong qua th nghiem la mot sai lam. Toi hieu c rang mot cong ty khong bao gi nen e cho nhng phat ngon vien cua mnh gay dng mot s thch thu oi vi mot san pham khong nhn thay c va cha chng to, Giam oc Quan he Cong chung cua Ford, C Gayle Warnock a thu nhan nh the. Ten tuoi cua ban mi la quan trong. mc o can ban nhat, thng hieu cua ban chnh la ten tuoi cua ban. Ten thng hieu quan trong the nao oi vi cong ty th khong thanh van e, nhng viec no co y ngha ra sao oi vi cong luan mi la ieu ang noi. Dang ve co anh hng ang ke. Kieu dang be ngoai la mot yeu to chnh tao thanh ac trng cua thng hieu oi vi hau het moi san pham. Chnh hnh dang khac la cua cac chai Coca-Cola a ho tr cho thng hieu tr thanh ln manh. Trong nganh cong nghiep xe hi, hnh dang lai cang quan trong hn, nh Edsel a chng to, nhng con vt xau x khong phai luc nao cung co the bien thanh thien nga. Gia ca mi la quan trong. Cac san pham co the la qua at hay qua re. Khi mot so thng hieu t nh gia qua thap, chung t anh mat danh tieng cua mnh. Nhng du sao th vi mot chiec xe nh Edsel, gia cao la khong thch hp oi vi suy ngh cua cong chung. Nghien cu ung hng la quan trong. Ford a ton thi gian va tien bac vao mot cuoc nghien cu th trng khong phu hp. Thay v e tm kiem nhng cai ten, ho nen tap trung vao viec tm hieu xem co mot th trng cho chiec xe mi cua ho khong a. Nh a thay, cai th trng ma ho tieu ton nhieu trieu o la e at en la khong he hien hu. Chat lng ong vai tro quan trong. Le d nhien, chat lng luon luon quan trong, nhng oi vi th trng xe co, ay chnh la mot van e song con. Viec kiem soat chat lng khong tot la mot cai inh ong them vao co quan tai cua Edsel.

3. Betamax cua Sony

Cung vi s khon ngoan trong viec thiet lap thng hieu, cach tot nhat e tr thanh mot thng hieu manh la: hay la san pham au tien cua mot chung loai san pham. Ly thuyet nay luon c Al Ries nhac i nhac lai nhieu lan.

Khach hang khong thc s quan tam en nhng thng hieu mi, ho ch quan tam en nhng chung loai san pham mi ma thoi, Ries a viet nh vay trong quyen 22 Quy luat bat bien ve viec Thiet lap Thng hieu, Bang cach m au cho mot chung loai san pham trc roi sau o mi co ong manh liet cho chung loai nay, ban cung luc tao nen mot thng hieu manh va mot th trng phat trien nhanh chong nh vu bao. Co rat nhieu trng hp a xay ra e minh chng cho quan iem nay. Domino la cong ty au tien cung cap banh pizza en tan nha va van la ngi dan au trong th trng chuyen biet nay. Cung nh Coca-Cola, mot thng hieu rat thanh cong ve mat tai chanh va noi tieng nhat the gii, ng au trong danh muc cola. Nh trong chng 9 se lam ro, du sao th ly thuyet nay cung b anh o trong nhng th trng cong nghe. Da tren thc te, hanh vi cua ngi tieu dung thng phat trien cham hn cac ot pha cong nghe khoang nam nam, ke tien phong thng hay b quen lang. Hn na, cac cong ty thng chng to la ho rat kem trong viec d kien cong nghe mi se c ng dung ra sao. V du nh hau het cac cong ty ien thoai di ong chau Au eu khong d kien c s phat trien nhanh chong cua viec nhan tin ngan, mot tien ch ma mot so cong ty tham ch khong them gii thieu trong so hng dan s dung cua mnh. Mot ien hnh cua moi thi trong nhng that bai cua thng hieu cong nghe la au may video Betamax cua Sony. Trong thap nien 70, Sony phat trien mot loai may c thiet ke nh mot thiet b xem phim trong gia nh. Loai may nay ng dung cong nghe Betamax, c tung ra th trng vao nam 1975. a co hn 30.000 au may VCR Betamax c ban ra trong nam au tien ch rieng tren th trng My. Mot nam sau, oi thu cua ho JVC cho ra i loai may video vi cong nghe VHS viet tat cho video home system theo cach thc VCR. Va thang Gieng nam 1977, co them bon cong ty ien t Nhat san xuat va tiep th may mi da tren nen tang cua VHS. Trong khi co the la Sony khong muon hay khong the ban ban quyen cong nghe Betamax cua ho (tuy theo ban ngh) th JVC, con hn la hanh phuc na, a chia se rong rai he VHS cua ho. ieu nay, khong lau sau o, a chng to la mot yeu to chet ngi cho co ao quan cua Betamax. Mac du Sony i tien phong trong hau het cac phat trien nhng JVC va cac nha san xuat khac khong he cham tre e bat kp. V du nh JVC va Panasonic gii thieu loai VHS hi-fi cua ho ch sau khi Sony trnh lang Betamax hi-fi mot tuan le. Nhng du sao th cac chuyen gia cung ong y rang chat lng cua bang t Betamax la hn han so vi cua cac oi thu. Bi hai loai may nay khong tng thch vi nhau nen ngi tieu dung buoc phai chon la lay mot trong hai. Chang bao lau sau, Sony bat au cam nhan mot ap lc nang ne khi cac oi thu cua ho bat au ha gia xuong thap hn cua ho 300 o la. Vao nam 1982, cuoc chien tranh gia i en cao trao va Sony anh phai tham chien, ho chap nhan hoan lai cho khach hang 50 o la nh mot bao am cai tien.

Van con o nhng van e marketing khac na. Cho en nhng nam au thap nien 80, t Betamax van c dung nh mot t ong ngha vi au may video. Viec ket hp nay co nhng he qua tieu cc cung nh tch cc cua no bi v nam 1979, Universal Studios va Disney co nhng hanh ong phap ly chong lai Sony vi lap luan la au may video a s dung ban quyen cua cac nha san xuat phim mot cach bat hp phap. Mac du Sony a bc ra khoi cuoc chien phap ly khong he b thng ton nhng nhieu nha bnh luan cho rang s viec nay van co nhng tac ong tai hai en cach ma Sony tiep th san pham Betamax cua ho. Co mot ieu ro rang a xay ra, t nam 1981 tr i cac loai may Betamax nhanh chong mat i s a chuong ai chung. Vao nam 1982, nam bat au cuoc chien tranh gia, Sony ch chi phoi mot th phan nho nhoi cha en 25% tong th phan va ieu ac biet nghiem trong hn la so lng cac chu ca hang cho thue bang hnh VHS lai nhieu hn han so vi bang Betamax. Hn na, trong luc Sony van khang nh rang Betamax cua ho co hnh thc ky thuat vt troi, nhng ngi chu may video lai cho rang no la mot hnh thc ang dan lac hau. Trong khi nhng may video VHS co the ghi c vi mot thi lng ang ke th cac may Betamax ch co the ghi c mot tieng ong ho co ngha la hau het cac bo phim va tran au bong eu khong the ghi het c tren mot cuon bang. o la cai gia ma Sony phai tra e co c chat lng hnh anh va am thanh vt troi. Phai can en hai hay ba cuon bang Betamax cho mot bo phim, co ngha la gia tien at hn va cac chu hieu cho thue bang phai ganh lay ph ton kho ln hn. Van e nay c giai thch n gian bi mot fan cua VHS tren blockinfo.com: Cai lam cho VHS thanh cong ch n gian la ban co c ay u mot bo phim ch tren mot cuon bang. Co the la hnh anh va am thanh cua no thua sut Betamax, nhng co ang g mot khi ban khong phai tr day gia chng e thay bang. Sony t choi chap nhan s that nay. Qua vay, tuy ho ang mat dan th phan nhng n v ban c cua ho van tang, va nh cao la doanh so toan cau a at en 2,3 trieu san pham trong nam 1984. Nhng du sao th ba nam sau VHS cung vt xa len vi 95% th phan. Nam 1987, tap ch Rolling Stone ang mot bai bao ve Betamax, thong bao la cuoc chien tranh a en hoi ket thuc. Ngay 10 thang 1 nam 1988, cuoi cung Sony cung anh nuot lay noi t hao vao trong va thong bao nhng ke hoach san xuat au may VHS. Mac du Sony ngang nganh cho la bao gii se khong xem o nh la cai chet cua Betamax nhng gii bao ch a khong ngh nh vay. Hai tuan sau thong bao cua Sony, ngay 25 thang 1, tap ch Time an hanh mot ban ieu van cho thng hieu vi au e Vnh biet Beta.

Bai bao nay nhan nh rang that bai cua Betamax chu yeu la do ho a khong chap nhan nhng quyen ng dung Betamax cho cac cong ty khac. Trong khi Sony gi lai cong nghe Betamax ch cho rieng mnh th JVC lai thoai mai chia se b mat cua mnh cho cac cong ty khac. Luan ieu nay a lam day len s phan ng t nhng ngi bao ve cho Betamax. Theo James Lardner, tac gia cua quyen Tien ve pha trc (Fast Forward), Sony a mi JVC va Matsushita e nhng quyen cong nghe Betamax vao thang 12 nam 1974 nhng ca hai cong ty eu t choi e ngh nay. Du g th thc te au may video Betamax ch c san xuat bi Sony cung khong the canh tranh c vi so lng cac cong ty cang luc cang nhieu ang ay manh cong nghe VHS. Nhng ngay ca khi a chap nhan phai san xuat au may video dung cong nghe VHS th Sony van khong t bo Betamax. Cac day chuyen san xuat Betamax hai ngoai van co le bc cho en nam 1988, va Nhat van con san xuat Betamax mai cho en nam 2002 cho du la ch vi mot so lng nho nhoi (ch co 2.800 san pham trong nam 2001). Vao ngay 22 thang 8 nam 2002, Sony cuoi cung cung phai thong bao s qua i cua cac san pham Betamax. Vi s xuat hien cua cac loai may ky thuat so va cac hnh thc ghi hnh mi khac tren th trng, tnh hnh a i en cho kho khan cc o. Sony a tha nhan nh the trong mot ban tuyen bo. Luc nay, ng nhien, t than VHS cung a oi mat vi nhng kho khan tng t trc cac loai au a ky thuat so (DVD) va cung khong the con tiep tuc ton tai. Du sao th cac bai hoc cua Betamax cung c tham nhuan. Nam 2002, Sony cung vi tam oi thu canh tranh hp tac e cung tao nen mot cach thc chung cho DVD, co ngha la lan nay Sony khong con le bong ben le cuoc chi na.

Nhng bai hoc t Betamax

Khong i mot mnh. oi nghch lai vi niem tin chung la t sat, ieu co the ho tr cho moi ngi tien phong cua mot chung loai san pham la s canh tranh, Al Ries noi. e cho ngi khac cung nhap cuoc. Cho du Sony co t choi nhng quyen hay khong th Sony cung co nhng c hoi tot hn khi cac oi thu cua ho chap nhan Betamax. Cat bo nhng thua lo. Quyet nh khong them quan tam en VHS mai cho en nam 1987 cua Sony, vi nhan thc muon mang, ro rang la mot sai lam khong the choi cai c. Cung phai can oi vi cau. Khi cac nha san xuat bang hnh thu san giam bt lng cung ng bang t Betamax th nhu cau ve au may Betamax ro rang cung giam dan theo.

4. Arch Deluxe cua McDonalds

Cung nh vi McLibel Trial (xem trong chng 5), McDonalds cung a trai nghiem mot so van e marketing truyen thong trong nhng nam gan ay. Hau het cac van e cua ho la that bai trong viec thu hut khach hang en vi cac san pham mi. McLean Deluxe (mot no lc e cung cap cho cac khach hang quan tam en sc khoe) va McSoup la hai v du ro rang, nhng chnh vi loai burger Arch Deluxe ma McDonalds trai nghiem mot that bai ang ho mat nhat. c tiep th nh mot loai Burger vi Mui v Trng thanh, y tng la co mot loai burger khong danh cho tre em. Qua the, chien dch quang cao cho Arch tran ay nhng thong iep vi nhieu hnh anh cua cac em nho nhan mat trc mui v phc tap cua san pham danh cho ngi ln. ieu ang ngai la khong mot ai tm en vi McDonalds v s phc tap, ho en v s thuan tien. Mot phan cua s thuan tien nay la ngi ta biet mnh co the d kien se co c nhng g. Cac nha hang cua McDonalds co the phuc vu gazpacho Tay Ban Nha va burger cu An o, nhng noi chung phan nao o chung la tng t nhau tren khap the gii. Hau het moi ngi khi bc vao nha hang McDonalds eu biet ro ho se goi nhng mon g. Ho khong muon b oanh tac bi hang ong bien the cua mot san pham hamburger. Van e khac na vi Arch Deluxe la no c ban da tren mui v. Trong mot bai bao vi ta e McDonalds lac mat dau an tren t Brand Week ngay 12 thang 11 nam 2001. Dave Miller a tan cong chien lc canh tranh tren mui v ro rang trong cac cuoc co ong cho Arch Deluxe: Chung toi khong en vi nhng burger Cong Vang v chat lng cua mui v, moi nh hay bep nuc. Chung toi anh gia cao thng hieu cua cac ban v s than tnh, sach se, kien tr va thuan tien. o la nhng e ngh gia tr ma cac ban a lam ng trong nhng nam gan ay va may man thay la cac oi thu cua ban a khong nhan ra ma gianh lay. Chnh xac la bao nhieu khai niem thc n that bai ma cac ban a th bang nhng ong tien phat trien thay cho nhng e ngh gia tr nay? Nhng du sao th nhng van e nay sinh cung vi Arch Deluxe la trieu chng cua mot van e con ln hn. Cung cung vi mot ty le ln nhng thng hieu khac, McDonalds b ch trch la a xa ri khach hang va a b bo lai qua xa ang sau th trng.

Qua the, van e nay a c v Giam oc ieu hanh cong ty nhan thc vao nam 1998, Jack Greenberg, nhn nhan. Chung ta a ton qua nhieu thi gian e phat trien mot y tng va a no ra th trng e roi lai ton them nhieu thi gian na e quyet nh xem chung ta co muon thc hien no hay khong, ong nay a noi nh vay vi t The Financial Times trong cung nam o (trong muc bao mang ten Nhiem vu anh bong nhng Cong vang). Nh ban co the d oan vi mot thng hieu a xay dng ten tuoi cua mnh nh tnh chuyen nhat, McDonalds c tap trung quyen lc mot cach manh me. Hau het cac quyet nh marketing va thiet lap thng hieu eu phai c van phong trung ng Oak Brook thong qua. Nguyen lieu dung cho Arch Deluxe c thong qua t nha bep Oak Brook. Qua trnh nay khac biet han vi cac san pham thanh cong khac cua McDonalds nh Big Mac, Hot Apple Pie, Egg McMuffin va Filet o Fish, tat ca eu c quyet nh t nha bep cua cac nha hang. Mot yeu to ang chu y khac ve that bai cua Arch Deluxe la san pham nay c nghien cu tham do ky lng trc khi gii thieu. Cac cuoc nghien cu tham do eu cho thay la ngi ta thch co mot loai burger c lam rieng cho ngi ln. Bat hanh thay, s viec lai khong dien tien nh tham do a cho thay khi san pham c tung ra th trng.

Cac bai hoc t Arch Deluxe

Lam theo cai ma ban biet. Mot phan cua ac trng thng hieu cua McDonalds la tnh n gian. Mot phan khac na la than thien vi tre em. Mot loai burger phc tap khong danh cho tre em la hoan toan khong phu hp. Loai bo s lan lon cua khach hang. McDonalds khong phai la nhan thc ma la phan anh, Dave Miller a nhan xet trong mot bai bao tren Brand Week, thang 11 nam 2001. Bang cach m rong chung loai san pham cua mnh vi nhng th nh Arch Deluxe, Bratwursts, McTacos va McMussels, McDonalds a buoc ngi ta phai suy ngh. Nghi ng cac cuoc nghien cu tham do. Nghien cu tham do ch co hieu qua khi c thc hien ung, nhng khong nen xem o la chan ly.

CHNG 3

Nhng that bai ve y tng

Nh cac v du trong sach nay cho thay, co nhieu ly do e mot thng hieu that bai. oi khi ch v th trng ma thng hieu nham en a tr thanh loi thi. Cung co luc la do nham vao mot chung loai san pham khong thch hp. Va cung co nhng trng hp ang buon la do mot bien co d luan khien cho cong chung t choi thng hieu o. Nhng du sao, bnh thng th nhng ly do that bai la ro rang. Nhieu thng hieu that bai la do nhng y tng te hai khong c nghien cu tham do can than. Hiem khi nhng that bai nay la hau qua cua viec m rong thanh mot bien the san pham mi cua mot thng hieu manh a c hnh thanh. Hieu rang phai t bo nhng chung loai san pham mi, cac thng hieu yen vi chung loai san pham nguyen thuy cua chung nhng tr nen a dang ve cong thc. Nhng neu vay tai sao lai co van e? Sau het, thiet lap thng hieu la van e cua nhan thc ch khong phai cua san pham. Nhng cung khong nen quen rang mot phan nao o cua nhan thc nay c xay dng chung quanh t than san pham. Mot chien lc thng hieu khon ngoan nhat cung khong the loi keo ngi tieu dung mua nhng san pham ma ho khong muon. Hay t nhat cung khong the khien cho ngi tieu dung mua san pham o hn mot lan. Co mot s that la mot san pham hang au th trng khong chac a la tot nhat ve chat lng, va cung ung thoi khi mot san pham te hai khong the gianh c khach hang. Cau hoi thc s la tai sao lai co nhng san pham te hai? Neu ngi tieu dung khong muon chung, tai sao lai tao ra chung? Bi v cac cong ty ng nganh cho rang ho hieu biet nhieu hn ngi tieu dung. Va that s t than viec nghien cu th trng trc o a la mot that bai. Van e la cai ma cac cong ty cho la tuyet vi th ngi tieu dung lai cho la lo bch. Nc khoang ong chai cho cho ? Cong ty cho o la mot y tng ln nhng ngi tieu dung lai cho la mot tro v van. Ngay ca mot so thng hieu thanh cong nhat the gii cung co toi trong viec tao ra nhng san pham d te en khong ng. V du nh Microsoft vi y tng bo mat chung c goi la Bob. Bob, mot nhan vat hoat hnh vi cap knh can (trong chang khac g Bill Gates), cung cap nhng ho tr cung nh thong tin theo kieu tro chuyen xa hoi. e tang them ac trng cho nhan vat Bob nay, mot so ban cua Bob c them vao nh cho Rover, chuot Scuzz va mot con rong than hu. San pham nay nham en nhng ngi trng thanh, khong mot ai u ln e co the t that lay day giay cua mnh lai muon s dung no.

Xuyen suot chng nay nhng that bai tng t c trnh bay e minh chng rang viec thiet lap thng hieu se that bai mot khi ngi tieu dung khong chap nhan san pham o.

5. Ngu coc Mates cua Kelloggs

Sa am
Kelloggs khong ch gap van e khi tiep th san pham cua ho mot so lanh tho nc ngoai nh An o (xem chng 6) ma con ngay que nha cua ho, ang ghi nhan nhat la trng hp san pham Ngu coc Mates cua ho. Y tng that la n gian. Ngu coc Mates la nhng hop nho ng ngu coc cua Kelloggs kem theo mot hop sa ti va mot muong nha. Li the cua san pham nay rat ro rang chnh la s tien li. Gi lam viec tang them cong vi s ln day cua cac chuoi ca hang thc an nhanh khien cho Kelloggs tin rang phai co nhu cau ve mot khau phan an sang tat ca trong mot. Nhng bat ke nhng no lc tot nhat cua Kelloggs, Ngu coc Mates lai chng to no la mot that bai ln va roi nam 1999, oi thu General Mills cua Kelloggs gianh mat v the nha san xuat ngu coc hang au My. Sau ay la nhng yeu to chnh nam an sau that bai cua Ngu coc Mates: Yeu to 1: Sa am. Cac hop sa c ong hop vo trung hoa nen khong can phai gi lanh. Nhng du sao th ngi tieu dung cung khong thch dung sa am. Yeu to 2: Sa lanh. e thch ng vi viec chuong sa lanh cua ngi tieu dung, Kelloggs phai quyet nh tr Ngu coc Mates trong tu lanh. Nhng nh nhan xet cua Robert McMath, Giam oc Phat trien san pham mi va cung la tac gia quyen Ho a ngh g?, ieu nay lai dan en s lan lon ln hn. Quyet nh nay ro rang a bat au sinh chuyen khi Ngu coc Mates khong ung ni ma ngi ta d kien se tm thay ngu coc cho ba an sang. Yeu to 3: Quang cao. C nh the s lan lon con cha u cho ngi tieu dung, Kelloggs cang lam cho moi viec phc tap hn vi chien dch quang cao cho Ngu coc Mates. Quang cao truyen hnh vi hnh anh nhng a tre t lo an sang vi Mates trong khi cha me chung van con ngu tren ging. Nhng thc ra bao b cua Mates khong he c thiet ke e tre em co the s dung. Y e u t o 4 : M u i v . Cho du co c lay ra t tu lanh th san pham cung ch c dung sau o trong khi lam viec hay xa nha. Noi khac i, khi sa am th mui v lai vo cung te hai. Yeu to 5: Gia. c nh gia ban le hn mot o la. oi vi phan ln ngi tieu dung th nh vay la qua at.

Nhng yeu to nay cung nhau tao thanh s that bai cho thng hieu Ngu coc Mates. V vay sau hai nam nam tren cac ke hang (hay trong tu lanh), Kelloggs cuoi cung phai at dau cham het cho san pham nay. Du sao cung co the con mot ly do na khien cho Kelloggs phai that bai trong viec khi mao mot cuoc cach mang trong thoi quen an sang. La mot thc pham tien li nhng no lai thc s khong u tien li. a co mot bai bao tren t Newsweek vao thang Hai nam 2000 e cap en nhng yeu cau thay oi ve san pham an sang va cac he qua oi vi cong ty ngu coc nay. S voi va thong thng cua mot ngay mi ang em lai nhng thng ton tai hai cho cong ty Kelloggs. Viec di chuyen t nha en ni lam viec kho khan khien cho ngi ta khong con en ca thi gian danh cho ba sang. Theo mot tham do mi ay cua nhom NPD ve thoi quen an uong cua dan My, ngi ta ao c co the an sang theo kieu giong nh la chch thuoc vao c the tren ng i lam. Ngu coc Mates tao kha nang cho ngi ta co the mang ba sang ngu coc theo ben ngi nhng ho van phai o sa vao va dung muong e an. Ngi ta khong the va an nh vay va lai xe. Qua the, Kelloggs ch co the thanh cong trong th trng thc an tien li nh a thanh cong vi thoi thc an sang Nutri-Grain. Mot th co the an de dang va gon ghe trong khi lai xe.

Cac bai hoc t Ngu coc Mates

Ngi tieu dung khong thch sa am cho ngu coc. Phai, toi ngh la chung ta a biet ve ieu nay. ng pha tron cac thong iep cua ban. Mot mat, ngu coc Mates la mot th thc an co the an moi ni. Mat khac no lai can phai c cat gi trong tu lanh. Phai c ban ung cho. Chnh thc Mates la ngu coc ch khong phai la sa, ngi ta se tm mua no cac ke hang ngu coc ch khong phai nhng cho khac. t nhat phai la tot nhat mot mat. La mot san pham ngu coc, Mates that bai v con co nhng th co the thay the no ma lai ngon hn nhieu. La mot san pham tien li, Mates that bai v nhng thoi thc an sang a chng to la chung tien li hn. Khong nh gia qua cao. Ngi tieu dung khong d kien la se phai tra nhieu en the cho mot san pham tng t.

6. Godzilla cua Sony

Mot that bai cua quai vat
Neu co mot t co the mang ay u y ngha nhat cho t vng t van thng hieu th o la t cong lc. Khi cac cong ty ln cong thc hoa mot chien lc thng hieu, ho khong ngng co cong cong lc cac no lc marketing cua ho. Noi cach khac, la m rong thng hieu en nhng chung loai san pham lien quan. Thi gian gan ay, nhng ket hp hoat ong co ong ho tng a tr thanh thi thng va a chng to, neu can dan chng, cac thng hieu tr thanh ln hn la cac san pham chuyen biet ma chung ai dien. Hng phat trien nay ac biet a the hien ro trong nganh cong nghiep giai tr. V du nh nhac pop. a qua roi cai thi ma tat ca van e ch la dang ve cua mot nhom nhac ra sao. Ngay nay tat ca van e la viec thiet lap thng hieu. Nh Michael J Wolf a noi vi chung ta trong Nen kinh te giai tr, cac thng hieu va cac ngoi sao a tr thanh tng t. Ke t hien tng Spice Girls, cac Quan tr vien thu am a danh nhieu thi gian hn e suy ngh ve nhng phng cach e thoa thuan vi nhng nha san xuat o chi, quan tr vien ai truyen hnh va cac chuoi ca hang thc an nhanh e co ong cho nhng album nhac cua ho. Nh trong trng hp nhom nhac SClub7, viec m rong thng hieu a c hoach nh ngay t au vi s xuat hien khong ngng tren cac chng trnh truyen hnh. Cac loat chng trnh truyen hnh nh Popstars cua Anh va American Idol cua My, la ni ma cac ngoi sao ca nhac c tao thanh, cung la v du cho phng cach mi e pho bien mot thng hieu giai tr thong qua nhieu phng tien truyen thong khac nhau. Khong au ma viec cong lc thng hieu c the hien ro rang nh trong the gii ien anh. Viec nhng quyen Star Wars cua George Lucas la s tan dung au tien cac kha nang cua viec m rong thng hieu. Cung nh vi phim anh, ngi tieu dung co the tng tac vi Star Wars bang nhieu cach khac nhau. Ngi ta co the mua cac hnh anh ve Star Wars, oc truyen Star Wars, chi tro chi vi tnh Star Wars va dien nhng bo o ngu Star Wars. ng nhien la khai niem phim nh mot thng hieu c phat trien t o. Men in black, The Lord of the Rings, Harry Potter, Toy Story va nhieu phim khac na a lap lai thanh cong thng hieu hoa ho tng cua Star Wars. Trong khi ieu nay co ngha la cac hang phim cua Hollywood co the kiem them nhieu tien hn bao gi het ch vi mot cuon phim va no cung co ngha la ho co the mat nhieu hn bao gi het neu moi viec khong dien ra ung nh ke hoach. Chung ta hay xem trng hp cua Sony.

Vi viec tung ra Godzilla vao nam 1998, Sony tin rang ho a sang tao mot bo phim quai vat an khach. Qua the, that kho ma co the ngh rang bo phim nay lai la mot that bai. Sony a chi 60 trieu o la e tien hanh mot chien dch kho khan. Ho co nhng bang video co ong at nhat tng c thc hien tren chu e Godzilla. Hn na, ngoi sao chnh cua phim mot quai vat xanh cao choc tri - ha hen se la mot hnh tng o chi ac sac. ac biet la, vi s lam chu nhieu co phan mi c cung co cac rap chieu phim cua Sony, bo phim c trnh chieu tren nhieu man anh cung luc nhat so vi bat c mot bo phim nao trc o trong lch s ien anh. ieu ang ngai duy nhat vi nhng ong tien chi ph cho chien dch quang cao ay hieu lc nay la cong luan truyen mieng chung quanh bo phim lai co ve tieu cc. Ngay ca trc khi bo phim c trnh chieu, d luan tren internet ve bo phim cung thc s te hai. Du sao Sony cung a quyet nh phai co nhng nhan xet ng ve pha ho tren mang. Ho tham ch a phai tra tien cho Harry Knowles, chu nhan cua mot web site co anh hng ln, e co c nhng ghi nhan tot ep ve bo phim. Nhng moi no lc cua Sony cung khong the chan ng c nhng li truyen mieng te hai cang luc cang nhieu. Di ay la mot oan trch trong bai nhan xet xuat hien tren trang web moviereviews.net vao ngay ma bo phim c tung ra. Godzilla la nh iem cua loai phim khong can en tnh tiet cua mua he. Mot bo phim lam lai khong hoan hao cua bo phim quai vat Nhat co ien. Te hai nhat la Godzilla khong he co tnh hao hng t nao. Trng oan rt uoi xe hi cuoi phim la tha thai, toan the bo phim khong he co chut gay can lam hoi hop ngi xem ngay ca trong trng oan cac may bay tan cong quai vat khong lo ieu ma nhng nha lam phim muon tao thanh. Bo phim Independence Day co the cung la mot phim tng t nhng no co c s gay can va hoi hop can thiet ma Godzilla khong co c. Neu ay ch la mot bai nhan xet te hai duy nhat th cung khong en noi thanh van e. Nhng khi co en hang ngan y kien oi nghch cua nhng ngi xem phim bnh thng c pho bien du khong phai nhng bai phe bnh chuyen nghiep thng hieu Godzilla nhanh chong mat i sc manh cua mnh. Nam 1998 la nam ma cuoi cung nhng nha lam phim cung nhan ra lc tac ong cua internet vi cong chung xem phim. No khong ch ong mot vai tro can ban trong viec lam hoai ph ngan sach marketing khong lo cua Godzilla ma con chng to rang nhng ngan sach marketing khong lo khong phai la yeu to au tien e co the tranh khoi s that bai.

Cac bai hoc t Godzilla

Ln hn khong han la tot hn. Moi th ve cuon phim nay eu ln ngoi sao, hieu ng ac biet, ngan sach marketing, ket hp thng hieu nhng van la khong u. Ma mai thay, cau chu e quang cao cua phim lai la Kch c lam nen chuyen. Ro rang trong trng hp nay khong phai la nh vay. ng tiep th qua mc thng hieu cua ban. Viec m rong thng hieu va boc no qua ang c tao dng cho Godzilla cuoi cung lai chong lai chnh no. Nh Tom Peters, mot bac thay ve thiet lap thng hieu, a noi: kch ong la tot, kch ong qua ang lai la xau. Quan iem nay a c ho tr vi nhan xet cua Naomi Klein, tac gia quyen Khong bieu tng (No Logo): S me cuong hien nay oi vi viec cong lc se o sup di sc nang cua nhng li ha khong hoan tat. Tap trung vao san pham cuoi cung. Khong the choi cai rang viec thiet lap thng hieu la thuoc ve nhan thc nhieu hn la thc te. Neu san pham cuoi cung cua ban la te lau, nhan thc thng hieu se la tieu cc.

7. Persil Power

Vet nh kho got tay cho danh tieng cua Unilever

Vao gia thap nien 90, tong tr gia th trng xa bong va bot giat cua Anh la 1,4 ty bang Anh (2,6 ty o la) va phan oan ln nhat la cac san pham giat, tr gia 960 trieu bang Anh chiem 67,5% tong th trng. S canh tranh gia hai oi thu hang au trong phan oan th trng nay, Unilever va Procter & Gamble, a tr nen vo cung gay gat va dan en mot yeu cau ve nhng cung ng thng hieu phai ot pha khong ngng. Khi thng hieu noi tieng Persil cua Unilever cong bo viec tung ra mot loai bot giat san xuat theo mot cong thc mi co kha nang giat tay manh, Persil Power, ngi tieu dung a vo cung phan khch trc kha nang tr kh moi loai vet ban cua san pham. Nhng khi san pham c tung ra th trng vao thang 5 nam 1994, no a cho thay ro rang trong mot so ieu kien la no khong ch huy diet chat ban ma cung luc ca quan ao na. Nhng du sao trong vai tuan le au tien, Persil Power cung a chng to c s thanh cong. Ch trong mot thi gian ngan, Persil Power a gan nh anh guc oi thu chnh Ariel cua no. Qua the, Unilever tuyen bo rang Persil Power la mot ot pha cach mang cua bot giat va la mot th quan trong nhat ma chung toi a tng tao ra.

Ch co van e la, yeu to chnh lam tang gia tr san pham mot thanh phan mang-gan co ang ky ban quyen c them vao trong bot giat - cung chng to o chnh la iem yeu chet ngi cua san pham ay. Ngay sau khi cac cau chuyen ve quan ao b muc rach c nhac en, Procter & Gamble phai doc het tai lc cua ho vao mot chien dch phap ly khong ch lam ton hai cho Persil Power ma con cho chnh ban than Unilever na. Ngi tieu dung nhanh chong hieu ra rang san pham Persil Power co the lam h hai vat chat nhiet o cao, va neu mnh mua Persil Power mnh co the lam h hai quan ao cua mnh. Niall Fitzgerald, ngi a gii thieu Persil Power (luc nay la chu tch cua Unilever), a tha nhan ton hai cua thng hieu oi vi toan the cong ty Anh Ha Lan nay vi t The Sunday Times, Truyen thong a nhap cuoc qua nhanh en mc o khong con la mot van e thng hieu na ma la mot van e ai chung. Ngay ca viec bao ve thng hieu, chung toi cung khong the thc hien c. Hau het cac nha ban le eu loai bo Persil Power ra khoi cac ke hang cua ho. Unilever bat au thc hien mot chng trnh ln nham no lc vt qua khung hoang ong thi vi mot cuoc cai to cac phng thc hoat ong cua cong ty mot cach toan dien nhng yeu to a en ket qua the hien trong san pham ang c biet en tren th trng . au nam 1995, Unilever thay the Persil Power bang Persil New Generation. Tong ton ph cua ho trong tham hoa nay c c oan la vao khoang 200 trieu bang Anh. Du sao th ngay nay, toan bo cau chuyen nay a gan nh bien mat khoi tam tr cua ngi tieu dung Anh quoc va Unilever a vt len tr lai vi viec tung ra th trng loai vien giat tay. Qua the, ngay nay thng hieu Persil a gianh lai v the hang au cua no t thng hieu chnh Ariel cua P &G. Du sao th Unilever cung c gn gi bi tnh ke tha cua no. Hn na, o chnh la cong ty a san xuat ra loai bot giat c thng hieu hoa va ong bao b au tien tren the gii, Sunlight, a co t hn 100 nam trc. Cac thng hieu cua ho co the en roi i, nhng ban than Unilever van con o va cang luc cang vng manh. Nam 2002, cong ty nay thong bao ho ang xet lai viec thng hieu hoa mot so san pham cua ho, chang han nh Persil, di ten cua cong ty. Noi cach khac co ngha la san pham se c thng hieu hoa la Persil from Unilever thay v ch n gian la Persil. Trong mot bai bao tren t Guardian, nha bao Julia Day a phan tch nhng thc te nam ang sau s thay oi nay: Y tng la tao thanh nhng gia tr thng hieu than thiet vi khach hang nh mot bon phan oi vi moi trng- ma Unilever dung e tiep th san pham cua ho. Niall Fitzgerald, trng ban ieu hanh cua Unilever, cho rang: ay co the la luc thch hp nhat e phat trien Unilever tr thanh mot thng hieu chu cho nhng san pham rieng biet cua no. Trc ay, cong ty a khong hanh ong kieu nay bi nhng rui ro co the xuat hien t o. Neu mot thng hieu co van e, hnh anh cua cac thng hieu khac co the cung b anh hng.

Nhng li the cua Unilever la ho co the phat trien Unilever nh mot thng hieu vi nhng gia tr co the c ng dung cho moi thng hieu khac cua ho. Mot v du ma Niall Fitzgerald neu ra trong bai bao la nhng chng nhan ve moi trng cua Unilever co the c dung rong rai hn. Chi ph e thc hien ieu nay cho mot thng hieu rieng biet la kha ton kem. Vu viec Persil Power minh chng rang, o la mot thay oi an cha rui ro. V du nh nam 1994, neu thng hieu mi nay c thng hieu hoa vi cai ten Persil Power from Unilever, no co the anh hng en moi thng hieu khac cua Unilever va ton that co the la rong ln hn nhieu.

Cac bai hoc t vu Persil Power

ng tiep sc cho cong luan cua oi thu. Chien dch chong lai Persil Power cua P&G ho tr sc manh cho thng hieu Ariel cua ho Th nghiem san pham trong moi ieu kien. San pham phai c th nghiem trong moi moi trng ma no co the c s dung. Neu Unilever co the nhan ra c iem yeu can ban t trc ho se tranh c ieu ma chu tch cua Unilever luc o goi la mot bc lui marketing ln nhat ma chung toi tng chng kien. Chap nhan s that la khong co mot thng hieu nao la tach biet. Ngay du chung toi co muon bao ve cho thng hieu cua chung toi, chung toi cung khong the la li thu nhan cua trng ban ieu hanh, Niall Fitzgerald cua Unilever.

8. Pepsi

Theo uoi s tinh khiet

Co the la Coca-Cola co mot trong nhng that bai thng hieu ang noi nhat cua moi thi, nhng oi thu lau i cua ho, Pepsi, cung tng trai nghiem mot sai lam marketing tng t. Nam 1992, Pepsi ghi nhan ieu ma ho cho la mot lo hong th trng. ieu ma ca the gii ang mong i va cong ty nay a quyet nh: o la mot loai nc cola trong suot. Du sao th cung a co nhieu bien the cua cola nh cola danh cho ngi an kieng, cola dau, cola khong ng, cola giau ng va tat ca hau nh eu thanh cong en mot mc nao o. Vay tai sao lai khong the la cola trong suot? Sau nhieu thang th nghiem va th nghiem, cong ty co c mot cong thc cola trong vat mi ma ho goi la Crystal Pepsi. Ho cung san xuat ra mot phien ban an kieng goi la Diet Crystal Pepsi. oi vi ca hai san pham nay, Pepsi tin la ho a ap ng c cho mot nhu cau mi cua ngi tieu dung ve s tinh khiet. Rot cuoc th luc nay, ngi tieu dung cung bat au chon cac loai nc tinh khiet ong chai nh Evian hay Perrier thay v Coca hay Pepsi.

Van e duy nhat ch la mot san pham vi cai ten Pepsi phai co v t nhat tng t nh Pepsi. Nhng no khong phai nh vay. Tren thc te, khong mot ai biet chnh xac c mui v cac san pham mi nay ra sao. Du sao th sau hn mot nam, Pepsi ngng san xuat Crystal Pepsi va bat au nghien cu mot cong thc trong suot mi. Nam 1994, san pham mi xuat hien tren cac ke hang c thng hieu hoa n gian ch la Crystal. Nhng nhng phan ng tieu cc oi vi Crystal Pepsi van con o va loai Crystal nay con tham hai hn ca san pham trc no. Pepsi buoc phai chap nhan that bai va quen i hoan toan khai niem cola trong suot. Nhng no khong phai de dang t bo nh vay, Pepsi van con tin vao mot nhu cau mi cua ngi tieu dung ve s tinh khiet. Cung trong nam 1994, ho tung ra th trng loai nc tinh khiet ong chai cua rieng ho, Aquafina, va no a chng to la thanh cong hn Crystal tren th trng nc My. Hn na, van con co nhng van e marketing khac oi vi Pepsi trong nhieu nam qua ch khong ch vi Crystal luc nay. Noi rieng, Pepsi co nhng kho khan trong viec khac biet hoa ac trng thng hieu cua mnh vi cua Coca-Cola. Khi no khong phai la thng hieu au tien cua chung loai san pham, Pepsi khong bao gi c xem la mot ten rieng thay cho san pham. Ngi ta rat hiem khi noi la ho muon uong Pepsi, ngay ca khi ho ang co mot chai Pepsi trong tu lanh th ho van noi muon uong coca. Du sao th trong bao nhieu nam qua, Pepsi van that bai trong viec thiet lap mot ac trng rieng biet cho thng hieu oc lap cua mnh. Te hn na khi Pepsi a lam ngc lai ieu c Al va Laura Ries e cap la Quy luat mau sac trong quyen 22 Quy luat Bat bien ve Thiet lap Thng hieu cua ho. Chon mot mau oi nghch vi cac oi thu chnh cua mnh co mot sc manh thc te cua no. () Cola la mot chat long mau nau o, v vay mau sac thch hp cho mot thng hieu cola la mau o. o la ly do ma Coca-Cola a dung ch mot mau o trong hn mot tram nam qua. Pepsi a co mot chon la te hai khi ho dung mau o va xanh. o la e tng trng cho cola va xanh la e khac biet vi Coca. Bao nhieu nam qua, Pepsi a vat lon vi mot phan ng khong c ly tng lam oi vi chien lc mau sac cua Coca-Cola. Gan ay, Pepsi a phai hy sinh mau o e tao ra mot s phan biet ro rang hn vi Coca-Cola. Ngay nay, Coca-Cola ong ngha vi o va Pepsi ong ngha vi xanh.

Cac bai hoc t Pepsi

ng cho la moi lo hong eu co the c lap ay. Neu ban nhan thay mot lo hong tren th trng cung khong co ngha la ban se co the lap ay no. Khong ch v loai cola trong cha hien hu nen no phai c tao thanh. Du sao th thanh cong trc o cua Pepsi vi Diet Pepsi (loai cola au tien trong hnh thc nay) cung a khuyen khch ho rang con co nhieu lo hong co the lap ay.

 ng tai san xuat mot san pham a that bai. Crystal a that bai nhng Pepsi van tin la ngi tieu dung ang can en mot loai cola trong suot. Phien ban th hai a chng to mot that bai tham ch con te hn cai au tien. Khac biet hoa ban than vi oi thu chnh cua ban. a nhieu nam, ac tnh be ngoai cua Pepsi a b lan lon vi viec thiet lap thng hieu cua ho bang hai mau xanh va o.

9. Magic Ken vi bong tai

Khi ban trai cua bup be Barbie b lac hng
Trong cac loai o chi, Barbie cua Mattel la mot th thuoc ve mot huyen thoai. Ke t khi xuat hien trong mot hoi ch o chi hang nam New York vao nam 1959, Barbie a hap dan nhieu the he cac co gai nho. Mot trong nhng yeu to chnh cua s ton tai lau dai cua co bup be nay la kha nang thay oi theo thi ai cua co ta. V du vao thap nien 80, Barbie mac mot bo o the duc va tr thanh mot hng dan vien Aerobic. Theo nh trang web Barbie th co bup be nay luon c xem nh mot v du ve s thanh cong. Co co mot vai tro mau cho phu n nh mot phi hanh gia, mot ngi tot nghiep ai hoc, mot phau thuat vien, mot ngi kinh doanh, mot phi cong, mot ng c vien tong thong va mot nha s. Du sao th tren con ng tr thanh mot sieu sao quoc te, Barbie cung a tng trai nghiem mot so that bai. V du nh khi co bup be nay c tung vao th trng Nhat th doanh thu lai vo cung thap khi cac bac phu huynh Nhat cho la co ta co bo ngc qua ln. Mattel ghi nhan van e va sau o la mot phien ban Barbie vi bo ngc nho hn. Va roi en Ken, ban trai cua Barbie. Cung nh Barbie, Ken cung c thay oi nhieu lan cho phu hp vi thi ai ke t khi xuat hien vao nam 1961. Mot trong nhng cuoc tranh cai ve s hoa than cua cac nhan vat nay xay ra vao nam 1963 vi s xuat hien cua cau bup be Magic Ken eo bong tai, va c cong chung biet en di ten, Ken mi. o la mot hnh thc khac han va hoan toan mi la cho mot bup be. Khong con nhng bo le phuc trang trong na ma la vi ao thun, ao khoac da va bong tai tren tai trai. C nh la nhom thiet ke Ken cua Mattel phai bo ra nhieu tuan le Los Angeles va New York e ghi chu va chup hnh gii tre cac ni nay, mot nha bao a phan anh nh the trong thi gian ma Ken mi va c tung ra th trng. Mattel cho rang dang ve mi nay la mot no lc e hp thi hoa Ken. Chung toi a tham do va hoi cac be gai la lieu Barbie co nen co mot ban trai mi khong hay van nen gan chat vi Ken. Cac co a cho la nen nh vay nhng Ken nen co dang ve hp thi trang hn, Lisa McKendall, giam oc tiep th va truyen thong cua Mattel a giai thch nh vay.

Nhng that nhanh chong cau bup be Ken mi b anh ong vi Ken ong tnh. New York Times, CNN, tap ch People va ngi dan chng trnh Jay Leno eu cho rang o la mot bieu tng cho s chuyen oi nhng gia tr va ac trng gii tnh. Ken, ro rang la c thiet ke e ho tr xac nh ly tng truyen thong cua nam tnh oi vi nhng the he cac co gai tre, nay a lac hng. ieu nay khong phai la y nh cua Mattel. Ca hai Ken va Barbie eu phan anh cho loi song chnh cua xa hoi, Lisa McKendall noi, Chung phan anh nhng g ma cac co gai nho nhn thay trong the gii cua ho nhng g ma cac co be nhn thay cha, anh, em va chu cua ho an mac, va cac co muon Ken cung the. Mattel luc nay ang ng trong mot v the cc ky nguy hiem. Mot con bup be ong tnh nam nham vao tre em ro rang la khong the chap nhan c huong ho la c a chuong. Va neu tre em co x s qua ang vi Ken bi cac moi lien he xa hoi, chung co nguy c b a ra toa v phan biet oi x vi ngi ong tnh. Tham hoa ap en khi bai viet cua Dan Savage xuat hien tren t The Stranger, mot t bao nh hng vao nhng ngi ong tnh nam, cho la Magic Ken eo bong tai co qua nhieu bieu hien cua mot nen van hoa ong tnh nam. Hay nh lai be ngoai bat ng ra sao cua nhng Barbie vi phong cach cua ngi My goc Phi khi bo luat dan s bat au the hien tac ong cua no?, Dan at cau hoi nh vay vi oc gia. Cau bup be ong tnh Ken ch la mot ghi nhan, tuy vao quan iem cua ban, ve s tham nhap cua ngi ong tnh va nen van hoa ai chung hay la hnh anh cua mot ngi ong tnh b bop meo bi mot ngi khong ong tnh. Dan con i xa hn khi tan cong viec tuyen bo cua Mattel ma Ken la ai dien cho nhng ngi than thuoc cua cac co gai nho a tham d cuoc tham do. Nhng g ma cac co gai nho a nhn thay va noi vi Mattel la hp thi, khong phai la nhng g ma ngi than cua cac co a mac ngoai tr khi cac co nay co ba con la nhng ngi ong tnh ma chnh la thi trang ma cac co a nhn thay cac vu cong trong cac chng trnh ca nhac cua Madonna va that ra chnh la nhng g ma nhng ngi hoat ong v quyen li cua nhng ngi ong tnh mac e gii thieu va co vu. Sau bai bao nay va s quan tam ma no gay ra, Mattel ngng san xuat Ken va thu hoi lai tat ca bup be Ken con lai tren cac ke hang. Cuoc tranh cai a qua va bay gi Barbie lai co the ngu ngon giac de dang hn khi biet ban trai cua co van ay nam tnh va van luon quan tam en co.

Bai hoc t Magic Ken

Nghien cu cac th trng danh cho tre em mot cach can trong. Mattel a hoi cac co be nam tuoi la cac co thch Ken c cho an mac ra sao. Va cac co a noi cho ho biet. Nhng nh vay khong co ngha la cha me cua cac co se mua mot khi Ken o c tung ra th trng.

10. May tnh Hot Wheels

Mot may tnh chuyen biet nham vao tre em co ve la mot y tng tot. Patriot Computers a ngh chac chan la nh vay, va v vay ma ho a san xuat loai may tnh Hot Wheels vao nam 1999. Nhng may tnh nay, nham vao cac be trai, c thiet ke tng hnh xe ua vi bieu tng ngon la cua Hot Wheels. Them na, Patriot cung thoa thuan vi Mattel e tung ra loai may tnh Barbie danh cho cac be gai. May tnh cua cac em trai mau xanh va cua cac em gai mau hong vi hnh tng mot bong hoa. Ca hai san pham nay eu that bai. Mot trong cac ly do, theo cac nha phan tch, la no lc nham vao marketing gii tnh. Pamela Haag, giam oc nghien cu tai Hiep hoi My cua To chc Giao duc Phu n ai hoc, a nhan nh vi bao Wall Street Journal rang loai marketing nay a khong con theo kp vi nhng g ma an ong va phu n ang lam, va v vay cung khong theo kp nhng g ma tre em mong muon no a thc s loi thi. Justine Cassel, giang vien cua MIT, cung nhan xet la cac may tnh nay c nhan thc qua s sai. Ch v ban co mot san pham truyen thong cho cac em trai va mot phien ban cho cac em gai la khong u e bao am rang cac co, cau be se thch chung. Cac may tnh nay cung b ch trch la a thiet ke giao dien qua toi e danh cho mot san pham tieu chuan. Va mot thi gian ngan sau o, Patriot Computers pha san.

Cac bai hoc t Hot Wheels

Khong lam dung cac phien ban. Khoac cho mot may tnh hnh anh gii tnh phien ban chuyen biet la cha u e khuyen du tre em va cac bac cha me. Co nha thiet ke ngay t luc khi au. e tranh nhng loi lam at gia, cac nha thiet ke nen co mat ngay t nhng bc au cua d an e hp tac vi cac ky s ve tnh nang s dung cung nh cac van e ve giao dien.

11. Corfam

San pham thay the da

Vao gia thap nien 60, cong ty hoa pham khong lo DuPont a au t hang trieu o la e quang ba cho Corfam, mot san pham nhan tao thay the cho da. Mac du ch c tung ra th trng vao nam 1963, san pham nay a c thai nghen t nhieu nam trc o. Qua the, vao cuoi thap nien 30, nhng nha nghien cu cua DuPont a phat hien ra nhieu cach e tao thanh nhng chat lieu giong nh da va a th nghiem nhng chat lieu nay qua nhieu ng dung khac nhau. Mot trong nhng ng dung ro rang nhat la vi nhng oi giay. Cac khuynh hng phat trien dan so toan cau a gi ra rang cho en mot luc nao o yeu cau ve nhng loai giay khong phai bang da la hoan toan hien thc. V vay ma DuPont hoan toan tin rang the gii se chao on nhng oi giay ben b, bong lau, khong tham nc va trong van giong nh da that. Va qua ung nh vay, khi lan au tien nhng oi giay loai nay c ra mat cong chung vao mua thu nam 1963 cuoc Trien lam Giay Chicago, chung a c on nhan mot cach hao hng. Moi viec ma DuPont can lam luc nay ch la xac nh chnh xac cho ng cua Corfam tren th trng san pham giay dep. Cong ty d oan rang vao nam 1984, mot phan t cac san pham giay dep My se c lam bang Corfam, nhng e ieu nay co the tr thanh hien thc ho can phai tao dng mot cho tru cho ban than Corfam. Vao nam 1963, th trng giay dep My co the c chia ra vi so phan tram nh sau: Giay dep phu n Giay dep tre em Giay dep an ong Giay the thao va cac loai khac 47% 20% 18% 15%

Ro rang la neu Corfam muon tr thanh ln manh nh mong muon, no phai c s dung bi nhng nha san xuat giay dep phu n. Ban than th trng giay dep phu n cung chia ra thanh hai phan khuc giay dep tien dung thng ngay va giay dep thi trang dung trong nhng dp ac biet. Bat chap moi the manh ro rang, Corfam khong co dan va giong da nh loai da bnh thng va v vay no khong thch hp may vi loai giay dep s dung thng ngay. Dng nh giai phap duy nhat cho Corfam la cac loai giay thi trang. Nhng van con o mot van e na, mot san pham nhan tao goi la polyvinyl chloride (ngay nay goi la PVC) c pho bien nhanh chong hn nh gia thanh cc thap cua no. Nhng oi giay vinyl, de tao mau va hnh dang co ve la mot th hoan hao ma phu n ang trong ch cho nhng oi giay thi trang ch dung mot hay hai lan vao nhng dp ac biet roi vt bo.

Hn na, e ap tra vi s hap dan cua Corfam, nganh cong nghiep da giay cung bat au ha gia va cai tien chat lng cao hn. Yeu to nay cung vi s pho bien cang luc cang tang len cua vinyl a khien cho DuPont phai tuyen bo ngng san xuat Corfam vao thang Ba nam 1971. Trong mot muc bao tren New York Times ngay 11 thang 4 nam 1971, Corfam c nhac en nh mot Edsel tr gia 100 trieu o la cua DuPont.

Cac bai hoc t Corfam

Cai tien tren mau nguyen thuy. e mot san pham thay the co the thanh cong no can phai c cong nhan la tot hn trong tam tr cua ngi tieu dung. Mac du Corfam co the ben hn nhng no thieu mat tnh an hoi va thong hi cua loai da thong thng va no cung qua at. Khong co g la chac chan thanh cong. Khong con nghi ng g na, Corfam la mot san pham c nghien cu va phat trien can trong nhat cua moi thi. V vay DuPont tin rang d kien 25% tong so lng giay My se c lam bang Corfam vao nam 1984 la mot d kien hp ly. Va Corfam a khong con hien hu vao nam 1984, no a bien mat sau bay nam ton tai lay lat. Canh tranh bang chat lng hoac gia tr. Khi mot san pham khong the la tot nhat tren y ngha chat lng hoac gia tr, no se phai vat va e thuyet phuc ngi tieu dung ve nhng tien ch cua no.

12.Thuoc la khong khoi RJ Reynolds

Mot y tng cc ky te hai
Nhng nha san xuat thuoc la thng ngh: cach tot nhat e gianh lay th phan la phai co c nhng cong thc thuoc la phoi hp mi. V du nh Marlboro a co hang chuc bien the khac nhau trong lch s cua ho, t Marlboro Menthol cho en Marlboro Medium, Marlboro Lights. Thong thng cac bien the khac nhau cua thuoc la c tao thanh da tren mc o am ac cua nha thuoc Cao, Thap, Cc thap v.v S pho bien cua cac thng hieu thuoc la co o nha thap a khien cho cac nha san xuat thuoc la cang ngh en nhng cach e no lc va thuyet phuc ngi tieu dung la cac san pham cua ho khong phai la mot san pham chong lai xa hoi va khong lanh manh nh ngi tieu dung thng ngh. Nhng chien lc tng t cung c ng dung trong th trng ru bia vi cac thng hieu nh Bud Light, Coors Light va Miller Lite. Nhng mot so trong cac chien lc nay co nhng hnh thc thai qua. Nh trong th trng ru bia a co trng hp mot thng hieu bia a co cong e tiep th mot loai nc khoang vi thng hieu bia. Thng hieu o la Coors va loai nc ma ho

san xuat c goi la Coors Rocky Mountain Spring Water. No c tung ra vao nam 1990 va ch song sot von ven c hai nam. Trong nganh cong nghiep thuoc la, chien lc thai qua tng t thuoc ve Cong ty Thuoc la RJ Reynolds, c biet en vi cac thng hieu nh Camel, Winston, Salem va Doral. Nam 1988, khi nhng nha van ong chong hut thuoc la gianh c s ung ho rong rai t pha cong chung th viec hut thuoc la thu ong c nhn nhan nh mot nguy c ang ngai cho sc khoe, cong ty quyet nh tien hanh cac th nghiem ve mot loai thuoc hut khong co khoi. Tong cong, cong ty a chi ph 325 trieu o la e san xuat ra loai thuoc hut khong khoi vi ten thng hieu la Premier. Nhng du sao th van con o nhng van e khac na. Trc nhat la van e mui v. Mot ngi hut th Premier a phat bieu, no co mui thoi nh phan, va o chnh la li cua v Giam oc ieu hanh cua RJ Reynolds. Va roi en nhng kho khan khi s dung san pham nay, nh Reporter Magazine (w.w.w.robmagazine.com) giai thch: e ht c Premier can phai co nhng bo phoi manh nh bnh nen hi, e ot no len ro rang la phai can en quet ien va neu ot no bang quet diem th lu huynh se khien cho mui v cua no lam cho ngi hut kho chu. Them na, con co nhng tin on rang Premier co the c dung e s dung ma tuy len lut. Ro rang o khong phai la nhng moi tng quan ma RJ Reynolds muon tao dng cho thng hieu cua ho. Mot trong nhng hnh thc gay tranh cai chnh cua Premier la kha nang hap dan cua no oi vi nhng ngi tre tuoi. Di ay la mot trch oan trong tuyen bo cua nhieu to chc sc khoe hang au cua My, ch mot thi gian ngan sau khi RJ Reynolds cong bo d an mi cua ho. Hoi Ung th , Hiep hoi Tim va Hiep hoi Phoi cua My ong e n thnh nguyen c quan Quan ly Dc va Thc pham quoc gia (FDA Food & Drug Administration), yeu cau Premier phai c cho phep a ra ban nh mot loai dc pham. Vi n thnh nguyen nay chung toi khong yeu cau mot lenh cam hp phap oi vi Premier ma ch yeu cau Premier phai c th nghiem chnh thc trc khi c ban e ap ng cho nhu cau s dung rong rai. Chung toi ac biet lo lang ve thiet ke cong nghe cao gay to mo cua Premier se hap dan va dan en viec nghien ngap nicotin thanh thieu nien. Chng trnh marketing cua RJ Reynolds nhan manh vao vui hng s trong sach co the tao nen mot tnh an toan gia tao cho nhng ngi ang hut thuoc trong luc co the ho a san sang e t bo thoi quen khong tot nay.

Theo nh c quan Quan ly Dc va Thc pham cua My, bat ky mot san pham nao c tiep th ma minh nh rang no la lanh manh va an toan hn eu phai c cap phep cho ban bi FDA. Thuoc la truyen thong tranh ne c s kiem soat cua FDA bi chung ch quang ba ve s hai long n thuan cua viec hut thuoc va cung bi v FDA khong xem chung la dc pham hay thc pham. Khi gii thieu Premier, RJ Reynolds a bc qua khoi gii han nay. Bien luan cua ho rang Premier la sach hn, ch la mot cach tranh ne te hai e am ch an toan hn oi vi nhng ai lo lang ve nhng rui ro sc khoe cua viec hut thuoc. RJ Reynolds biet ro rang neu ho s dung t an toan hn ho se b nam trong tam ngam cua FDA. Luc nay RJ Reynods ang ha hen rang Premier la mot cai tien t thuoc hut truyen thong vi khoi co mui v tac hai. Nhng chung toi lai ho nghi, lam sao chung toi co the tin c mot nganh cong nghiep a khong chu tha nhan rang khoi thuoc la oc hai. Nhng van e chnh lai la nhng ngi hut thuoc khong thch thu g vi mot loai thuoc hut khong co khoi, con ngi khong hut thuoc th khong co ly do g e chu y en loai san pham nay. Noi gon lai la khong co th trng cho loai san pham nay. Sau bon thang vi mai lc toi te, RJ Reynolds cham dt viec san xuat Premier. Nhng cau chuyen nay cha dng lai o. Vao gia thap nien 90, nhng lo lang ve viec hut thuoc thu ong lai khien cho cong ty tin rang van con o mot th trng cho thuoc hut khong khoi. Nam 1996, ho bo ra them 125 trieu o la e phat trien mot phien ban cap nhat, lan nay no c goi la Eclipse. Trong mot tuyen bo vi bao ch, ngi phat ngon cua cong ty a thong bao ve s hap dan tiem tang cua thng hieu. Toi ngh la tat ca chung ta eu ong y rang oi vi ngi hut lan ngi khong hut, viec hut thu ong la mot noi lo va kha nang e co the giam thieu hay loai tr han noi lo nay la mot bc tch cc ve mot hng ung. Loai thuoc mi khong tao ra nhieu khoi nh thuoc la tieu chuan bi no khong thc s chay. Thay v vay than c dung e lam nong si thuoc la. Ngi hut ht hi nong qua si thuoc e giai phong hi nicotin va thuoc la. Va ket qua la Eclipse ch tao ra co 10% khoi so vi thuoc la thong thng va mc o nicotin va nha thuoc cung thap hn.

Du sao, th thuoc nay co thc s giam thieu rui ro sc khoe cua viec hut thuoc co tnh hay thu ong hay khong th van con la van e ay nghi van. Sorrell Schwartz, mot dc s cua vien ai hoc Georgetown chuyen nghien cu ve nganh cong nghiep thuoc la, tin rang loai thuoc nay la mot tn hieu tot. Neu chung thc s khong co khoi nh chung c khang nh, ro rang la nhng rui ro ve chng ung th phoi, benh kh thung va viem cuong phoi oi vi ca nhan se giam thieu, Schwartz a phat bieu nh the vi CNN. Nhng ong nghiep cua Zchwartz Georgetown, tien s Naiyer Rizvi, van con nghi ngai, Con o nhng rui ro ve benh tim lien quan en viec tang them monoxyde carbon (kh CO) trong loai thuoc nay, ong noi vi phong vien cua CNN. Mot tham do oc lap c tai tr bi bo Y te Massachusetts phat hien ra rang khi c so sanh vi cac loai thuoc la co nong o nha cc thap, Eclipse co nhieu ham lng oc to cao hn va ac biet la khi than b ot nong qua o do viec hut lien tuc. Thong tin nay ro rang la ton hai cho Eclipse, bi t au cac hoat ong marketing cho no c thiet ke e nhan manh en goc o sc khoe. La chon tot nhat cho nhng ai muon hut thuoc ma lai lo lang ve sc khoe va viec bo thuoc. Nhng Eclipse la la chon tot ke tiep cho nhng quyet nh tiep tuc hut thuoc. That the, ay la cau chu e c nhan manh trong chien dch marketing nguyen thuy cua Eclipse. Thong iep marketing nay a gay ra s chong oi quyet liet t nhieu to chc sc khoe hang au cua My. Hiep hoi Phoi cua My an hanh mot tuyen bo trong o co noi: chung toi e rang viec khang nh lanh manh cua RJ Reynolds rang cong cu nay la an toan hay an toan hn co the lam nan long nhng ngi hut thuoc muon t bo thuoc. Chien dch v Tre em khong Thuoc la cung tham d vao cuoc tan cong ma ai dien la v chu tch cua to chc nay, Matthew L Myers cung li tuyen bo sau: Thong bao hoach nh tiep th loai thuoc la an toan hn hieu Eclipse cua RJ Reynolds ang co c li the t lo hong luat phap c tao thanh do quyet nh cua toa an toi cao My khi khong chap nhan quyen lc cua FDA trong lnh vc thuoc la. Khong co s giam sat cua FDA, khong co mot chng c ho tr khoa hoc nao ve nhng khang nh nay t mot van phong oc lap cua chnh phu. ieu ac biet ang tranh cai chnh la s thc rang nhieu chuyen gia y te gi y: loai thuoc la nay t nguy hiem hn cac thng hieu pho bien. Cac tay nay a thc hien cac cuoc nghien cu t tien tai tr cua chnh cong ty thuoc la RJ Reynolds. Nhng that ra, cac nha phan tch y te oc lap nhanh chong phat hien ra rang Eclipse an cha mot rui ro sc khoe con te hai hn cac loai thuoc hut tieu chuan khac na chnh la si thuy tinh. Ho a phat hien ra rang 99 tren 100 ieu thuoc Eclipse co lan si thuy tinh trong au loc cua chung.

Du sao, bat chap viec vo so phan ng cua cac to chc sc khoe, ly do thc s khien cho Eclipse that bai trong viec khi ong mot th phan la bi v ngi tieu dung van khong the co hng thu vi mot loai thuoc hut khong khoi.

Cac bai hoc t thuoc hut khong khoi

ng lam roi tr ngi tieu dung bi cac cuoc nghien cu. RJ Reynolds a chi ph rat nhieu e nghien cu cac kha canh sc khoe trong hai thng hieu thuoc la khong khoi cua ho. Nhng du sao ho cung ch co ket qua trong nhng thong iep phoi hp. Mac du cac nghien cu cua RJ Reynolds ket luan bang nhieu cach rang hai thng hieu cua ho la an toan hn, chung cung khong c xem la hoan toan an toan. Nh chung ta eu biet. Khong co mot loai thuoc la nao la hoan toan an toan, Giam oc ieu hanh Andrew J Schindler cua RJ Reynolds thu nhan. Hn na, nghien cu cua cac to chc sc khoe oc lap la hoan toan oi nghch vi cac nghien cu cua RJ Reynolds. Thay v c xem la hoat ong v quan tam en sc khoe cua cong ong, cuoi cung ho b xem la la loc. ng co ban thuoc cho nhng ngi khong hut thuoc. Nhng ieu thuoc khong khoi hap dan nhng ai ghet khoi thuoc. Nhng ngi nay c goi la nhng ngi khong hut thuoc, va ho khong he co y nh mua thuoc. Nen xac nh la neu a that bai mot lan no co the se that bai lan na. RJ Reynolds nen t bo hoan toan y tng nay khi ma Premier a that bai.

13. Oranjolt

Rasna Limited la mot trong nhng cong ty nc ngot hang au An o va a tao c ten tuoi cua ho trong th trng nc ngot am ac. Nhng du sao th mot khi ho trt ra khoi cho tru chuyen biet cua ho, ho a khong may thanh cong. Khi Rasna th nghiem mot loai nc ep trai cay sui bot goi la Oranjolt, thng hieu nay a ri rung ngay khi con cha kp cat canh. Oranjolt la mot loai nc trai cay ma viec cac bon hoa c s dung nh la mot chat bao quan. No cha bao gi ung ngha la mot loai nc sui bot, Piraz Khambatta, ngi sang lap ra Rasna cho biet. Ong ta giai thch rang vi s canh tranh cua nc ngoai, th nghiem nhng g mi me mi la quan trong. Neu ban khong th nghiem nhng khi ong mi, ban se b tan cong. Vay tai sao ho lai that bai? Bi ho a khong theo kp nhng thay oi trong cac phng phap ban le. e co the bao quan c lau, Oranjolt can phai c tr lanh. Van e la nhng ngi ban le An o thng tat cac tu tr lanh cua ho vao ban em. Va ket qua la Oranjolt phai oi mat vi nhng van e ve chat lng. San pham nay co vong i song tren ke hang ch khoang bon tuan trong khi cac loai nc ngot khac bao am mot vong i song tren ke hang en hn nam thang. Viec phuc vu cho cac ai ly cung la mot van e. Chung toi khong co c mot he thong phan phoi cho phep chung toi co the thay the san pham trong moi ba hay bon tuan, Khambatta thu nhan. Ngay ca Coke hay Pepsi cung ch thc hien viec thay the san pham trong moi ba thang. V vay, Oranjolt ch co the phan phoi en mot so ai ly chon loc va cung khong the m rong nhanh chong. o la no lc duy nhat cua Rasna e vn tay ra khoi phan khuc banh m va b cua ho, phan khuc ma ho van hai long vi hn 80% tong th phan nc ngot am ac. Bay gi chung toi ang no lc tai tao lai chung loai san pham cua chung toi va m rong no them, Khambatta xi li, Va chung toi muon mnh la hn han moi oi thu ve moi mat.

Bai hoc t Oranjolt

Nam vng moi can ban. Rasna that bai trong viec lien he moi van e ve chat lng va ho a phai oi mat vi mot van e ve cac phng phap ban le.

14. La Femme

Nhng phu n hong ang au?

Vao thap nien 50, cac nha san xuat xe hi My phat hien ra mot loai khach hang muc tieu mi, nhng khach hang mua xe la n. Cho en thi iem o, xe hi van c xem la ch danh cho an ong. Du sao th s giau co tang len cung vi s nang cap gii tnh xay ra trong nhng nam sau the chien th hai cung a lam cho tat ca thay oi.

Du g th cac ba cung khong he thc s muon bat c mot loai xe nao trc o. Ho muon nhng chiec xe phu hp vi nhng mong muon ay n tnh cua ho. Ho muon hoa. Ho muon mot chiec xe co ten cua phai n. Ho muon co cac phu tung xe phu hp vi phai n cho no. Va tren het ca, ho muon mau hong. t nhat th o cung la nhng g ma nha san xuat xe hi Chrysler tin tng sau khi tham do th tao vat ro rang la la lung va tuyet my nay. Va ket qua la chiec La Femme, mot phan cua phan bo Dodge va la chiec xe au tien c thiet ke ac biet cho n gii. Chiec xe co hai mau, hong va trang. Cac ghe ngoi c boc vai vi trang tr nhng nu hong nhung tren nen mau hong. Tham lot xe mau ru chat am. Tren cac vat pham quang cao, gii thieu La Femme la c thiet ke riengcho cac cong nng nhng phu n My. Nam 1955, Dodge gi i bc th sau cho tat ca cac ngi ban xe chnh thc cua Dodge e bay to s ngng mo cua cong ty oi vi La Femme. GI EN CAC AI LY CHNH THC CUA DODGE Ho s kem theo se gii thieu vi cac ban chiec La Femme cua Dodge, chiec xe au tien c ac biet thiet ke rieng cho nhng phu n lai xe. Tai buoi Trnh dien Xe hi Chicago, La Femme a nhan c nhng ap ng tuyet vi va cung hai long vi nhng ap ng tng t nhng cuoc trien lam va cac chng trnh gii thieu ac biet khac tren khap at nc. Mau cua vo ngoai chiec xe la mau hong Heather tren mau trang Sapphire vi hai bang ten vang La Femme hai ben au xe. Noi that xe c thiet ke ac biet vi mau hong Heather va bang nhng chat lieu co chat lng cao, ben b, ep, kinh te va de chui ra. Cac ac iem khac cua La Femme la nhng phu tung ay n tnh cua no vi cac ngan ng va vat dung kem theo nh ao ma, non, du, hop quet, hop thuoc la, son moi, kieng, phan La Femme co the c at hang vao luc nay e c giao vao thang ba vi so lng co han. Toi hy vong la cac ban se ham muon co c c hoi nhn thay chiec La Femme sm nhat. Toi tin la cac ban se ong y rang chiec xe bat thng nay co sc thu hut ac biet vi phai n. Tran trong, L F Desmond, Tong giam oc mai vu cua phan bo Dodge Cuoc th nghiem nay la mot that bai hoan toan. Nhng ngi ban a quyet nh at hang chiec La Femme va sau o phat hien ra la chiec xe c nam mai phong trng bay ch khong the nao ban c.

Dodge lai no lc mot lan na vao nam sau o, nhng van chang co ai mua. Phu n cho rang o ch la nhng no lc suong co ve ha co e thu hut s chu y cua ho. o la nhng g co the hap dan n gii cua nhng nam trc o ch khong la nhng g ma phu n cua nhng nam 50 t nhn nhan ve mnh. Ch n gian la khong co u nhng phu n muon mot chiec xe mau hong vi nhng ngan e ng son moi va gng lc.

Bai hoc t vu La Femme

ng ra ve ha co en khach hang cua ban. No a khong chng to hieu qua vao nhng nam 50, va no cung khong the co hieu qua ngay luc nay.

15. Bot giat Radion

Hop mau cam choi cho bot giat cha phai la u
Nhieu thng hieu trong phan khuc nay cua th trng that bai ch v ho qua xa cach vi nhng g ma ngi tieu dung mong muon, nhng oi khi ho that bai ch n gian v khong tao ra u khac biet vi nhng thng hieu pho bien khac. Va ay chac chan la trng hp cua bot giat Radion. Cung vi xa bong Pear, Radion la mot trong nhieu thng hieu cua Unilever trong cuoc cat giam khi tap oan Anh Ha Lan nay thong bao ho se thu hep tam hoat ong lai ch tren 400 thng hieu manh. c tung ra th trng t mi nam trc lan thong bao vao thang 2 nam 2000, Radion a phai vat va vi ch hn 2% th phan trong th trng bot giat Anh. Mot trong nhng ly do that bai, nh vi nhieu that bai thng hieu khac, la nhan thc cua ngi tieu dung ve thng hieu nay la hoan toan khong ro rang. Mac du vi thiet ke mau choi (Radion co bao b mau cam choi loi) e bao am tao ra s khac biet tren cac ke hang nhng o khong the la ly do khien cho ngi tieu dung mua chung. No khong phai la re nhat, khong c xem la chat lng nhat, no cung khong la lau nam nhat hay la mot th au tien cua chung loai. No ch n gian la th co bao b vi mau sac choi loi. Va ieu nay ro rang la cha u.

Bai hoc t Radion

Hay khac biet. Thng hieu can phai co mot iem khac biet manh me so vi cac oi thu canh tranh cua chung. Hn na, o la iem chnh yeu cua viec thiet lap thng hieu. Bao b choi loi cha u e gianh c khach hang.

16.Dau goi Cam nhan Sa chua cua Clairol

c tung ra th trng vao nam 1979, dau goi sa chua cua Clairol a that bai trong viec thu hut khach hang rong rai ch bi v thien ha khong thch thu g vi y tng goi au cua ho vi sa chua. Vi nhng ai a mua loai dau goi nay, tham ch a co nhng trng hp l an no v lam lan va a khon kho v s lam lan nay. Khai niem Cam nhan Sa chua c hnh thanh ro rang la t mot loai dau goi tng t cua Clairol c tung ra vai nam trc o, Dang ve cua B Sa. San pham nay a that bai ngay trong nhng th trng th nghiem khi ngi tieu dung t hoi: Chnh xac th dang ve cua b sa la g? Tai sao mnh lai phai muon co no?.

17. Pepsi AM
Vao cuoi thap nien 80, Pepsi nhan ra mot loai ngi tieu dung cha c chinh phuc trc o, nhng ngi uong cola trong ba sang. Mac du khong thc hien c bao nhieu tham do trong lanh vc nay nhng Pepsi cung nhan nh rang co nhieu ngi tre tuoi uong cola co caffeine thay v ca phe thc s trong ba an sang. V vay ho a sang tao ra Pepsi AM, mot th nc ngot vi ham lng caffeine cao. Va Pepsi a that bai khi khong nhan ra la mac du ngi ta co the uong cola trong ba sang nhng khong he co nhu cau ve mot thng hieu phu danh rieng cho thoi quen nay. Neu ngi tieu dung khong nhan biet la ho co mot nhu cau, that kho ma cung ng mot giai phap, Robert McMath, chuyen gia va tac gia marketing noi. oi khi mot cong ty co the tao ra mot nhu cau. Nhng o la mot cach lam ton kem. Khong mot ai biet va ngh la ho can en Pepsi AM, v vay nen cung chang co ai muon mua no. Hn na, cac chuyen gia a bien luan chnh xac la cai ten cua san pham a ch ra thi gian ma no nen c dung, th trng la gii han oi vi nhng thoi quen nhat thi va chuyen biet. Mot y tng te hai khac, mot that bai khac na.

18.Ca phe uong lien Maxwell House

Vao nam 1990, General Foods tung ra th trng loai ca phe uong lien Maxwell House ng trong hop giay. Nhng hop giay nay co mat trong khu tr lanh cua cac sieu th, minh chng rang san pham nay co the thay mat cho mot cach thng thc ca phe mi ay hng v cua Maxwell House Coffee. Bao b cho biet san pham nay c che bien vi nc bang tan va bao am hng v ti ngon c bao quan trong hop giay trang kim loai. Ch co mot van e la chung khong the c ham nong lai trong bao b o. V vay, ong c chnh e mua loai ca phe uong lien nay s thuan tien khong con na. Va khi khong co c bao nhieu ngi thch uong ca phe lanh, san pham nay a that bai.

19.Sup Combo cua Campbell

Mot no lc khac na e lam cho cuoc song tien li hn la y tng sup Combo cua nha san xuat sup Campbell, mot hon hp sup ong lanh va banh m. c thiet ke cho nhng ngi co lo vi ba van phong hay nhng a tre nha mot mnh co the t nau an, san pham a chng to ro rang trong cac cuoc th nghiem. Cong ty a chi ra nhieu trieu o la vao viec tao thanh nhan thc ve thng hieu phu Combo va nhng ket qua mai lc au tien la hoan toan khch le. Nhng moi viec mau chong tr nen ro rang, nhng ngi mua au tien nay ch la nhng ngi mua mot lan duy nhat. Ngi tieu dung nhanh chong phat hien ra rang viec m mot hop sup e nau va t cat lay banh m con nhanh hn la dung sup Combo. Ngi tieu dung v vay a khong mua Combo na.

20. Thirsty Cat! Thirsty Dog!

Cai te nhat trong moi y tng te hai ro rang la thuoc ve cac thng hieu nc ong chai danh cho vat nuoi Thirsty Cat! va Thirsty Dog! Mac du cac chai nc nay co nhieu hng v nghe co ve hap dan nhng chung khong tao c chut an tng nao vi cac chu nuoi cung nh vat nuoi.

CHNG 4

Nhng that bai cua viec m rong thng hieu

T ien thuat ng kinh doanh cua Nha xuat ban Barron nh ngha m rong thng hieu la them mot san pham mi vao dong san pham a co san di cung mot ten. o la nh ngha con au la ong c? Nhieu cong ty tin rang mot khi ho a thiet lap c mot thng hieu manh ho nen m rong no sang nhng chung loai san pham khac. Cuoi cung th khong phai la san pham tao nen mot thng hieu, o ch la mot s ket hp. V du nh trng hp IBM, ho khong ch che tao may vi tnh, ho con cung ng nhng giai phap. Nh vay, ho co kha nang tham nhap vao nhng chung loai san pham lien he nh phan mem hay he hoat ong.

Mac du viec m rong thng hieu co the tao nen mai lc nhat thi, no cung co the lam giam gia tr ac trng cua thng hieu ve lau ve dai. Va mot khi ieu nay xay ra, moi thng hieu hnh thanh di ten thng hieu o se chu anh hng. Nh cac chuyen gia marketing Al Ries va Jack Trout a luan ban trong hau het cac cuon sach cua ho, m rong dong san pham phai tra gia bang phan chia cua th trng. My, 7Up a phai tra gia bang mot na th phan cua ho khi them vao nhng bien the cua thng hieu nh 7-Up Gold. Khong he thay oi, thng hieu dan au th trng la thng hieu khong co dong san pham m rong, Jack Trout xac nh. Nhng du sao, neu viec m rong c thc hien chnh xac, no co the hoat ong. V du nh trng hp Diet Coke cua Coca-Cola c tung ra th trng vao nam 1982. Ngay nay o van la mot loai nc cola thong dung th ba tren th trng vi tong tr gia mai lc hn mot ty o la moi nam. Dao cao Gillette va kem cao rau la mot v du ro rang na ve s thanh cong cua viec m rong thng hieu. Nhng mot khi, cong ty khong hieu thau nhng can ban thc s thng hieu cua ho, ket qua se la tham hoa. D nhien, ly do e m rong thng hieu la kha ro rang. Khi mot cong ty a chi phoi mot th trng vi mot san pham, ho co hai la chon e phat trien. Ho co the m rong en mot th trng mi hoac tung ra mot san pham mi. Neu ho co chon la th hai th co nhng ly do kinh te e s dung cung mot thng hieu. Hn na, viec m rong co ket qua tc th trong nhan thc cua ngi tieu dung, chi ph cho quang cao t (khong phai chi phoi nhan thc ve cai ten) va gia tang tnh nhan biet cua thng hieu chu. Chi ph cang c tiet kiem mot khi san pham mi co the dung cung mot he thong phan phoi nh san pham nguyen thuy. Con co nhng v du ve thanh cong cua viec m rong thng hieu khac na a khuyen khch nhng thng hieu khac i theo cung mot con ng. Trong nhng thng hieu nay, Virgin la trng hp ien hnh nhat. Mac du Virgin a tng chng to thanh cong tren nhieu chung loai san pham khac nhau hn han nhng thng hieu khac, nhng vi Virgin Cola, ho a thc s that bai. Virgin a xay dng danh tieng cua mnh nh mot nha vo ch ve hang tieu dung, tham nhap vao nhng th trng quan trong khac nhau ma khong he lam ton hai en ac trng thng hieu cua ho. Nhan thc cua ngi tieu dung cung c thong nhat bi chnh t than ay sc thuyet phuc cua Richard Branson. Ngh ve Virgin va roi ban se ngh ve Branson. V vay trong luc nhng cung ng dch vu va san pham cua Virgin luon m rong nhng ac trng thng hieu cua ho van ro rang. Hau het cac thng hieu khac eu khong co c s ng dung rong rai nay. V du nh Volvo xay dng thng hieu cua mnh quanh tnh an toan. Neu mot luc nao o ho san xuat ra mot chiec xe khong co nhng tui hi an toan, ho a i ngc lai vi ac trng thng hieu a c thiet lap cua ho.

Ngay nay, bat ke en nhng nguy hiem tiem an, viec m rong thng hieu van c dung pho bien. Chn tren mi san pham tap hoa la thuoc dong san pham m rong. Hay xet en th trng bia chang han. Nhng ngi My uong bia cua 25 nam trc ch phai chon la mot trong ba thng hieu chnh Miller, Coors va Budweiser. Ngay nay co hn 30 bien the khac nhau cua ba thng hieu nay ma so lng ngi uong bia hau nh van khong thay oi. Co y kien la, hau het nhng thng hieu a m rong thanh cong eu la chuyen sang cac chung loai san pham co lien quan. Coca-Cola a thanh cong ln khi tung ra Diet Cola, nhng ho a khong may thanh cong khi tung ra th trng thng hieu quan ao cua ho. Gillette thng c ton vinh nh mot mau hnh ln ve m rong thng hieu. Ho chuyen dan t ban dao cao rau sang ban kem cao rau. Vi nhng san pham ho tng cho nhau, s thanh cong cua mot san pham nay em en thanh cong cho san pham co lien quan va thng hieu hng lay li ch chung nay. Nhng thong thng th viec m rong thng hieu c thc hien bi nhng cong ty khong co hieu biet ro rang ve ieu ma thng hieu cua ho ai dien cho. Nhieu cong ty a xay dng c mot nhan thc ve thng hieu cua ho chung quanh mot chung loai san pham, tin rang ho co the co c mieng banh rieng cho mnh va ho co the chuyen no sang mot chung loai san pham khong lien quan di ten cua cung mot thng hieu. Nhng cong ty co the co hieu biet ve ac trng cua thng hieu cua ho a lam suy yeu i tai san thng hieu bang cach tung ra mot san pham mi tng t va a nuot song mat th phan nguyen thuy cua chnh mnh. Nh nhng v du trong nhng trang tiep theo ay mo ta, ca hai phng cach tiep can nay cung ket thuc trong that bai.

21.Nc hoa Harley Davidson

Mui v ngot ngao cua s that bai
Tren vo so cac tap ch, trong vo so nhng cuoc hoi thao va thong bao noi bo tren mang cua ong ta, Kevin Roberts, trng ban chap hanh toan cau cua Saatchi & Saatchi a noi en tnh huyen thoai cua thng hieu. Nhng thng hieu manh nhat theo nh Roberts, la nhng thng hieu a xay dng, c than thoai rieng cho ho, hay t nhat la a ho tr cho nhng khach hang trung thanh cua ho tao thanh huyen thoai nay. Mot trong nhng thng hieu a xay dng c nhieu huyen thoai khac nhau ve mnh nhat, khong nghi ng g, chnh la Harley Davidson.

Nhng ngi s hu mot chiec Harley Davidson khong ch trung thanh ma ho con yeu thng hieu o na. Ho khong quan tam en viec nhng chiec xe cua ho khong phai la nhng chiec xe tot nhat ve ky thuat. Nhng th tao thanh van e oi vi ho la nhng huyen thoai ve ngi lai xe s t do cua mot con ng m rong va tat ca nhng g c phong ai ay nam tnh ve chung. Huyen thoai nay c xac nhan mot cach song ong trong cuon sach Nhng Thien than cua a nguc: Cuoc song va cac Thi ai cua Sonny Barger va Cau lac bo Mo to Nhng Thien than cua a nguc cua Sonny Barger. Trong mot chng vi ta e Nhng chiec Harley, dao thai tht, ngi phuc trang va nhng banh xe b anh cap, Barger a viet: ieu thc s ang noi ve mot chiec Harley la am thanh cua no moi ngi eu yeu thch tieng bo xe. Mot ieu khac na ma nhng ngi s hu xe Harley am me la sc manh cua no, ch trong nhay mat chung a co the at en toc o 90 dam/gi. Toc o khong thc s la ieu quan tam cua nhng ngi lai xe Harley ma chnh la s cam nhan ve sc manh cua chung. Nhng chiec mo to cua ngi Nhat cung co sc manh nhng ieu chung thieu chnh la s cam nhan nay ve sc manh. S thu hut cua mot chiec Harley la s the hien nam tnh cua chung va khach hang cua ho a ay tnh trung thanh thng hieu len en het mc. Qua vay, nhieu chu xe Harley cuong tn con xam hnh va thng hieu Harley len c the cua ho. Cong ty a no lc s dung li the cua s cam nhan manh me nay ve thng hieu bang cach m ra mot chuoi nhng ca hang chuyen ban nhng hang hoa di ten thng hieu Harley Davidson ao thun, v, hop quet va cac vat dung trang hoang cho xe. Trong khi nhng khach hang chnh cua Harley Davidson co the ket toi ho a thng mai hoa qua mc thng hieu th van e thc s a nay sinh khi Harley Davidson tung ra mot loat cac loai nc hoa va nc dung sau khi cao rau. oi vi nhng ngi am me chiec xe nay th o la mot s m rong qua xa. Harley Davidson a ri vao cai bay cua cach suy ngh nhieu san pham hn co ngha la ban c nhieu hn. Nhng nh Al va Laura Ries a noi trong quyen 22 Quy luat Bat bien ve viec Thiet lap Thng hieu, kieu m rong nay co the co nhng he qua tieu cc ve lau ve dai. Ban muon xay dng thng hieu ngay hom nay e roi ban c hang hoa trong ngay mai. Hay ban muon m rong thng hieu ngay hom nay e ban c hang hoa trong ngay hom nay roi nhn no ua tan i vao ngay mai?() M rong dong san pham, thiet lap sieu thng hieu, nh gia thay oi va vo so nhng ky thuat marketing phc tap khac thng la ang vat kiet sa t cac thng hieu hn la ang xay dng chung. Trong khi viec vat sa co the em lai nhng ong tien ngan han trc mat th c ban ve lau dai no se vat kiet gia tr cua thng hieu cho en khi no khong con la the v cho mot cai g na ca.

Ma mai thay, mac du yeu cau co nhieu san pham hn va viec m rong dong san pham cua Harley Davidson la i ngc lai vi cach thc ma cong ty a xay dng thng hieu cua ho t nhng ngay au. Trong Nhng Thien than cua a nguc, Barger viet: Harley a vui hng mot th phan khong lo cua mot th trng xe mo to rong ln t nhieu chuc nam qua. Ho kiem soat 50% th trng xe mo to, na con lai la thuoc ve nhng loai xe mo to cua ngi Nhat. Va ket qua la ho a x s hi qua vi khach hang cua ho. Mot vien chc cua Harley Davidson tng b ghi nhan la a noi nh sau, San xuat cho u nhng chiec Harley se la qua nhieu. Va neu chung toi lam cho u, chung toi se anh mat i tnh huyen thoai cua mnh. Trong khi cong ty van luon tuyen bo la se san xuat nhieu hn trong tng nam mot, nhng cho en mot vai nam trc ay, toi a ngh la ho a giam bt san xuat e khuay ong nhu cau. S am ch nay co ngha la Harley Davidson a hieu ngay t au la khach hang cua ho co the se co qua nhieu nhng th tuyet vi nay. Khong ch la nhng chiec mo to, cong ty nay co the a gii han tnh san sang cua ho e co the tao nen s ac biet cua Harley Davidson. en thap nien 90, thng hieu nay ro rang la a nham en mot hng khac han. Cung vi nc hoa va nc dung sau khi cao rau, cong ty nay con tung ra th trng cac loai thung gi mat cho ru na. Va nh cac ban co the d kien, nhng ngi lai mo to khong hng thu vi y tng nay chut nao. Tren trang web rieng cua mnh, mot n chu nhan Harley t goi mnh la Tinker, a nhac lai nhng kinh nghiem ban than khi nhn thay nhng san pham khong phu hp nay trong mot ca hang cua chuoi ca hang Harley Davidson. Ti gan hn, toi choa mat v nhng mat hang dng nh la vo tan. an ong hau nh co tat ca nhng g co the co di anh mat tri. Quan ao, v, nc hoa, quan ao tre em ca mot su tap quan ao tre em ngay ca en ca vat, tat ca eu co bieu tng va thng hieu cua Harley Davidson tren o. Moi th, t nhng cai thc s tuyet vi cho en nhng th thc s la xau eu c trng bay. Ho ch thieu co mot th, chiec Harley. Khong mot th g thuoc ve chiec Harley c bay ban. Co mot chiec Buell o (mot kieu xe Harley) vi bang treo co dong ch khong c ung vao tren o. Mot ngi ban hang tien en gan toi, Toi co the giup co tm mot th g o ch?, co hoi toi vi nu ci n tren moi. Vang. Toi can mot loai dau goi au chnh thc cua Harley Davidson. Dau goi ? Co nay hoi lai, ve b ng.

Chac chan roi. No co mau va mui tng t nh nht xe mo to!. Toi ci va bo i nhng toi biet la roi cung se co, ch la van e thi gian ma thoi. Tinker khong phai la ngi ch trch duy nhat. Va moi viec mau chong tr nen ro rang, nha khong lo ve mo to nay a lam phat long nhng khach hang chnh cua ho. Nhng gia tr cua Harley Davidson la manh me, nam tnh va ran roi, Charles E Brymer, Giam oc ieu hanh cua cong ty t van ve thng hieu Interbrand Group New York noi. Viec Harley Davidson en vi mot phan khuc th trng khong phu hp vi nhng gia tr nay se la mot tham hoa. Du sao th tham hoa cung ch la mot tham hoa co gii han. Cong ty a nhan thay sai lam cua ho va a ngng viec san xuat va ban nc hoa cung nh cac san pham khong phu hp khac. Trong mot cuoc phong van cua bao The Business Knowledge Network, Joe Nice, giam oc truyen thong cua Harley Davidson, a nhn nhan mot cach trung thc ve nhng that bai trong viec thiet lap thng hieu cua cong ty: Trong nhng nam qua, chung toi a th mot so phng cach tiep can khac nhau e ban hang va a at thng hieu Harley Davidson len mot so th; nhn lai, chung toi thay rang chung toi a khong co c nhng hng dan tot e lam nhng viec nay. Ngay hom nay chung toi se can trong hn trong viec chon nhng ai ma chung toi se lam viec vi va se m rong thng hieu nh the nao.

Kinh nghiem t Harley Davidson

Chu tam vao nhng gia tr thng hieu cua ban. Neu nhng gia tr cua ban la manh me, nam tnh va ran roi, ban khong nen ban nc hoa hay thung gi lanh cho ru. Quan ao tre em cung la mot y tng te hai. ng xem thng khach hang chnh cua ban. Vi nhng thng hieu a co c tnh trung thanh manh me, s quyen ru e th nghiem tnh trung thanh en het mc bang cach m rong thng hieu en nhng chung loai san pham khac la hien nhien. Nhng du sao th o cung la mot chien lc nguy hiem va co the dan en viec ma cac chuyen gia marketing goi la s suy yeu thng hieu. Hay nh, nhieu hn co ngha la t hn. Khi ban nghien cu cac chung loai san pham qua mot thi gian dai, ban se nhan biet rang viec them vao co the lam suy yeu s ln manh ch khong ho tr cho s ln manh. Cang them vao, ban cang co rui ro nhan chm nhng y tng khac biet can ban, va o chnh la yeu tnh cua thng hieu. Jack Trout a noi the trong cac quyen Thng hieu ln, Rac roi ln: Nhng bai hoc kho khan. Bam chat lay ac trng. Harley Davidson a xay dng thng hieu cua ho bang cach yen vi nhng g ma ho lam tot nhat nhng chiec mo to My, to ln va ien hnh. Ho cang i xa khoi ch nham nguyen thuy nay ho cang gap nhieu rac roi. Bat c mot thng hieu nao muon mnh la mot thng hieu cua moi san pham

cuoi cung se that bai trong viec tao thanh mot ac trng manh me cho bat ky chung loai hang hoa nao. Quan ly nhan hieu Tnh yeu vi s can trong. Theo nh chuyen gia quang cao Kevin Roberts, nhng thng hieu thc s thanh cong khong co nhan hieu thng mai. Chung ch co nhng nhan hieu Tnh yeu. Trong mot bai bao tren tap ch Fast Company, an ban thang 9 nam 2000, Roberts liet ke Harley Davidson nh mot v du sieu hang ve nhan hieu Tnh yeu va khuyen cao cong ty nay khong nen noi theo nhng luat le marketing thong thng. Mac du Roberts cho la ban than nhng chiec mo to la het sc thong thng, can ban cua thng hieu mi co y ngha va khong can phai so sanh chung vi nhng chiec mo to khac tren phng dien the hien. Roberts a tho lo: La mot nhan hieu Tnh yeu, Harley Davidson co hai th. Mot la tieng may no cua no. Hai la no co the chay cc nhanh, v vay ban can phai ieu khien no trong mot tap the. () Yeu to huyen thoai cua chiec Harley khong phai nhng g no pho dien, no khong can en nhng t hn. Hau het cac thng hieu c xay dng tren nhng t hn: nhanh hn, ln hn, tot hn, sach hn S ac biet khong can en nhng t nay. Tnh huyen thoai cung khong can en nhng ca hang chu e e m rong thng hieu. Tren thc te, cach tiep can nay co khuynh hng lam suy yeu yeu to huyen thoai.

22. Gerber Singles

Khi viec thiet lap thng hieu b lech hng

Nha san xuat thc an tre em Gerber la v du thng c nhac en nhat ve cac that bai thng hieu cua moi thi. Cung vi New Coke cua Coca-Cola va nc hoa cua Harley Davidson, no lc cua Gerber e tham nhap vao th trng thc an cua ngi ln chac chan la mot trong nhng v du ien hnh nhat cua Sanh ng Tui ho. Y tng la cung ng nhng phan thc an nho cho nhng ngi ln oc than trong cung mot loai lo ng thc an giong nh cho tre em. Du sao khi dong san pham danh cho ngi ln cua Gerber c tung ra th trng vao nam 1974, cong ty nay cung nhanh chong nhan ra rang ngi ta khong he thch thu g vi y tng an nhng th nh bo nau kem t cai lo nho trong mot buoi toi nha. Hn na, san pham nay c goi la Gerber Singles (Nhng ngi oc than cua Gerber). Theo Susan Casey cua tap ch Business 2.0 an ban vao thang 10 nam 2000, chung nen c goi la Toi Song oc than va An Thc an trong Lo. Cho du san pham nay co c nghien cu th trng hay khong nh d oan cua bat ky ai khong he co mot bnh luan nao t chnh Gerber. Co mot ieu chac chan la loai thc an tre em cho ngi ln nay a that bai the tham.

Bai hoc t Gerber Singles

Suy ngh t boi canh cua ngi tieu dung. Cho du Gerber Singles co y ngha g oi vi Gerber i na th ngi tieu dung cung khong muon mua mot san pham mang ngu y la ho khong the co c mot ngi chung song v ly do, ho ch la mot a tre to xac.

23. Crest

Cang mot thng hieu ra en nhng gii han cua no

Ra i vao nam 1955, Crest la thng hieu kem anh rang co fluor au tien. Cho en thi iem nay, Colgate van la thng hieu kem anh rang hang au tren th trng. Nhng Procter & Gamble, cong ty me cua Crest, nhan ra mot iem yeu cua Colgate la no khong co fluor. ieu nay co ngha la rang se de b sau hn. Crest co the ho tr nhng khang nh giam sau rang cua no bang nhng nghien cu rong rai c tien hanh bi nhng nha s cua P & G vien ai hoc Indiana. Cac chng nhan cua hoi Nha khoa My ve chat lng chong sau rang hieu qua cua no a ho tr cho thng hieu gianh c v the tren cac oi thu khac. Nhng du sao th thap nien 80 cung la chng nhan cho s nh hnh cua th trng kem anh rang. Hoan toan bat ng, ngi tieu dung phai oi mat vi vo so chon la. Nhng thng hieu nh: danh cho ngi hut thuoc, lam trang rang, kem trong, bac ha, baking-soda, danh cho tre em, danh cho ngi ln tuoi. Co fluor khong con la mot li the nh trc na. Them na, nc may chau Au va My a c bo sung fluor san. Sau rang khong con la mot van e nh trong nhng nam 50 na. Dan da, Crest tung ra th trng nhieu bien the hn. ang chu y nhat la loai kem anh rang kiem soat cao rang vao nam 1985. Mac du o la loai kem anh rang au tien thuoc loai nay nhng khong gianh c nhng thanh cong ang ke nh viec gii thieu fluor ba mi nam trc. Mot trong nhng ly do la hien nay Crest co qua nhieu loai kem anh rang khac nhau. Bien the chong cao rang ch la mot trong day san pham a dang cua Crest. Hn na, Colgate cung khong he cham chan, ho khong ch tung ra th trng loai kem chong cao rang ma con ang bat au vi mot loai kem anh rang co u moi ac tnh cham soc rang ma ho c biet. Trong luc Crest van tiep tuc cung ng nhieu bien cach mi tren cung mot chu e va viec nay a lam cho cong chung roi hn khi chon mua kem anh rang. Colgate tung ra Colgate Total vi cac ac tnh co fluor, chong cao rang va bao ve nu. Noi chung la u moi ac tnh cham soc rang mieng trong cung mot san pham. Chang bao lau sau khi Total c tung ra th trng, Colgate tr lai v tr hang au tren th trng va nuot dan th phan cua Crest. ieu g a xay ra? Tai sao Crest lai khong the cung ng cho th trng mot loai Crest Total hay Crest Complete nao o trc khi san pham cua oi thu c ban ra?

Viec nay co nhieu ly do va mot trong so cac ly do o chnh la cach thc thiet lap thng hieu cua Procter & Gamble. Chien lc thng hieu cua P&G vao nhng nam 80 co ve nh la: tai sao lai ch tung ra co mot san pham trong luc co kha nang la nam mi? Qua the, trong cung mot thi iem, chung ta cung luc co en 52 phien ban Crest tren th trng. Ho tin rang: cang co nhieu thng hieu phu, ho cang ban c nhieu hang hn. Vay tai sao lai phai gay rui ro cho khai niem nay vi tuyen bo: co mot loai kem anh rang hieu Crest co the ap ng moi yeu cau ve cham soc rang mieng? Nhng du sao th viec tang them nhieu chon la cung co ngha la de lan lon hn. Va ket qua la: Crest mat dan th phan cua ho. ung theo quy luat ve s giam thieu, cang co nhieu san pham Crest c cung ng, tong th phan cua ho cang giam thieu. Khi Crest ch co mot san pham duy nhat, th phan cua ho vot len chiem en gan 50% th trng. Khi ho co 36 san pham khac nhau, th phan cua ho con lai 25% tong th trng. Va khi ho co en 52 thng hieu phu, th phan cua ho ch con lai co 15% va ri lai sau Colgate rat xa. Nhng van e nay khong ch gii han vi rieng thng hieu Crest. V du, P&G cung a nhn thay nhng g tng t xay ra vi thng hieu Head & Shoulders cua ho. Ngi tieu dung co thc s can en 31 bien the khac nhau cua mot loai dau goi au tr gau hay khong? Khi cong ty chien lc marketing Ries & Ries en t van cho P&G, ho a xac nh van e nay. Trong quyen 22 Quy luat Bat bien ve viec Thiet lap Thng hieu, Al va Laura Ries a nhac lai kinh nghiem nay: Khi chung toi en lam viec vi Crest, vien giam oc marketing cua ho a hoi: Chung toi co 38 n v san pham. Ong ngh o la qua nhieu hay qua t? Ong co tat ca bao nhieu cai rang?, chung toi hoi lai. Ba mi hai cai. Khong mot loai kem anh rang nao nen co so lng thng hieu phu nhieu hn la so rang trong mieng, chung toi tra li. Mac du a co luc P&G van lap lai chien lc Crest sai lam tung them nhieu thng hieu hn, mat them nhieu th phan hn nhng lan nay cong ty quyet nh se chan ng van e nay sinh do chnh ho a tao ra. Mot bai bao vi ta e Hay n gian hoa tren tuan bao Business Week (9-9-1996) tom tat lai nhng chuyen oi quyet nh P&G: Sau nhieu thap nien vi qua nhieu chung loai san pham mi, P&G a quyet nh la ho a ban qua nhieu loai hang. Nay ho ang lam mot ieu khong the tng tng: cat giam bt. Danh muc san pham hien nay cua ho t hn mot phan ba so vi hoi au thap nien.

Trc khi cat bt so lng cac thng hieu phu cua Crest, P&G a thc hien viec nay trc vi dong san pham dau goi cua ho. Vi viec cat giam mot na so lng cac thng hieu dau goi, ho nhan thay mai lc a bat au tang. Nhng du sao th theo nh Robert T Matteucci, trng ieu hanh phan bo cham soc toc cua P&G th ngay t luc au, chien lc nay khong c s tan thanh rong rai: co s chong oi t nhng ngi quan ly nhan hieu cua P&G, nhng ngi ngh rang mai lc se suy giam v khong co nhieu mat hang e ban. Co nhng ho nghi rang khong biet ay co ung la ieu can phai lam hay khong? Cung vi viec giam thieu cac phien ban cua Crest, P&G cung thiet ke lai hnh dang cua bao b e ngi ta co the de dang phan biet cac bien the khac nhau cua mot san pham. Bc chuyen nay c cac chuyen gia marketing anh gia la mot hanh ong khon ngoan. Marcia Mogelonsky hoan ho chien lc nay trong mot nghien cu tham do cua Ithaca, American Demographics, nam 1998: Viec giam thieu nay giup cho ngi tieu dung de dang tm ra c th ma ho muon. Cung luc, nha san xuat cung co nhieu cho trong tren cac ke hang hn e danh cho nhng san pham ban chay nhat cua ho. Ngi mua t phai phan van chon la hn, phai lan lon va ong thi nha san xuat co li nhuan nhieu hn. Nhng du sao th s canh tranh cung cang luc cang gay gat hn; khong ch t Colgate ma con t nhng thng hieu khac nh Aquafresh, Mentadent, Arm and Hammer, Sensodyne va nhng thng hieu khac nh cac mat hang cua hang hoa pham Boots t Anh quoc. Mac du P&G a n gian hoa cac san pham Crest en mot mc nao o va mai lc co tang trng, nhng van khong u e qua mat Colgate. Hn na, du rang P&G a mai dua lai cac dong san pham cua ho nhng mot so ch trch van cho rang ac trng cua thng hieu Crest cha u sac ben va no a pht l cac nguon goc khoa hoc cua mnh. Jack Trout a nhan xet nh sau trong quyen Thng hieu ln, Rac roi ln cua ong: au tien va quan trong nhat, Crest nen luon nham vao kha canh tr lieu nghiem tuc tren th trng kem anh rang. o la ni ma ho chiem ngu trong tam tr cua ngi tieu dung. Khong co nc suc mieng hay lam trang rang ma ch n thuan la cong nghe cham soc rang nghiem tuc ma thoi. Bat hanh thay, ho van khong nhan ra c o la con ng ma ho phai i. Ho van tiep tuc dan sau vao nhng hnh thc khac nhau cua Crest. Thc te khi P&G khong luon chuyen tam vao viec h muc rang, ho a nhan lay ton thng khong the tranh khoi t mot th con tai hai hn: s h muc thng hieu. Ngoai tr khi ho mot lan na kiem soat tr lai lanh vc khoa hoc va cung cap cho ngi tieu dung mot thong iep duy nhat va kien tr (c bao am vi mot dong san pham co c quan tam sau sac), Colgate se lai gianh phan thang mot lan na trong cuoc chien nay.

Cac bai hoc t Crest

 ng lam cho khach hang lan lon. P&G a nhan ra rang ch co s n gian mi lam yen long ngi mua. ieu nay cho thay chung toi a lam cho ngi tieu dung phai chon la kho khan en nh the nao trong bao nhieu nam qua. ay chnh la thu nhan cua tong giam oc P&G, ong Durk I Jager, vi tuan bao Business Week. ng cung cap qua nhieu san pham. Ch co 7,6% toan bo san pham gia dung va cham soc than the chiem en 84,5% tong mai lc cua chung loai san pham nay, theo tham do cua cong ty t van Kurt Salmon Associates. Cung tham do tren cho biet: hau nh mot phan t cac loai san pham tren trong mot sieu th thong thng ban c t hn mot n v trong mot thang. Loai tr cac san pham sao chep. Theo mot nghien cu khac cua Cong ty t van William Bishop, khi cac san pham sao chep b loai bo th 80% khach hang van khong thay co g khac biet ca. Phai ro rang. Cac thng hieu phai nham en s ro rang. Noi cach khac, chung phai giup ngi tieu dung de chon mua san pham hn. Nh lay s ke tha. ng bao gi mat i ky c tap the cua ban, Jack Trout khuyen nen nh vay trong quyen Thng hieu ln, Rac roi ln. Crest a phai hng chu s suy giam uy tn thng hieu khi that bai trong viec sao chep thanh cong cua chien dch Chien thang viec kiem soat cao rang cua thap nien 1950.

24.Giam ra tinh che t nhien cua Heinz

Lam cho khach hang m ho
All Natural Cleaning Vinegar (giam ra tinh che t cac chat t nhien) cua Heinz khong phai la mat hang thc pham au tien cua mot hang san xuat thc pham. c Henry Heinz thanh lap t nam 1869, cong ty a tao nen ten tuoi vi viec ban ra 57 san pham khac nhau cua ho thc an chat lng tot, ong goi san- va vao thap nien 80, ho a quyet nh m rong thng hieu cua mnh sang nhng hang hoa gia dung. Mat hang au tien cua ho la All Natural Cleaning Vinegar. Mot loai giam a dung vi bieu tng mau o va dong ch Gi y co ch nhat cua Heloise. Heloise la ngi chu trach nhiem chuyen muc Nhng gi y cua Heloise, mot chuyen muc toan cau. ay la mot lien he hoan toan hp ly, Heloise a rao truyen nhng chc nang a dung cua giam t nhieu nam qua nh tay vet ban, kh mui, chat chui knh, tr kien, diet reu moc va lam tan bang. Cong them vi s ho tr nay, san pham cung nhan c cac tac ong tch cc lien quan en hoat ong PR t pha bao gii nham vao goc o moi trng cua san pham nay. (con tiep)