QUN TR THNG HiU

Thng tin ging vin

o Hoi Nam, MBA
Ging vin i hc Kinh T TP.HCM
Gim c nghin cu thng hiu
Cng ty t vn thng hiu Lantabrand
(www.lantabrand.com)
in thai 0903873201
a ch email: hoainam@lantabrand.com
Gioi tbico vc mon boc
Kon thoc yoo cuo:
On u cuc kon thoc vo qoun tr murkotng, nghon
coo murkotng.
1u oo:
oun tr tu sun thoong hoo Duo Cong nh
Nhu xout bun 1ro
1uo dong vu qoun tr thoong hoo, Dunh tong vu o
nhoun Lo Anh Coong Nhu xout bun Luo Dong
Xu Ho 2003
1hoong hoo vu qoun y Ngoyon ooc 1hnh

vvv.untubrund.com
Ni dung bi ging
1. Khi qut v thng hiu
2. Qui trnh qun tr thng hiu
3. Kin to thng hiu
4. Xc lp mc tiu v xy dng k hoch
truyn thng thng hiu
5. Qun l c cu danh mc thng hiu
6. Hoch nh ngn sch thng hiu
7. o lng sc khe thng hiu
Phn 1
KHI QUT V THNG HiU
Duc tnh nhun
cuch hou
oo
toong
Cum kot
Lo ch
xoc cum
Hnh unh
on toong
Ngoon goc
xout so
THONG HlF VA SAN FHAM
San pbam
o cuch
Duc tnh ky thout
Cong nung
THONG HlF (kAND) tA Gl!
Nhiu ngi vn cho rng vic s dng thut ng thng hiu
ch l cch ni "dn d", cn chnh thc phi gi l nhn hiu
hng ho (Trademark).
C kin cho rng, ch nn s dng nhng thut ng
c chun ho (trong trng hp ny l nhn hiu hng
ho, v n hin din trong cc vn bn php lut ca Vit
Nam).
Thc t th "thng hiu" ang c dng rt rng ri v
khi dng thut ng ny, nhng ngi dng cng hon ton
khng c nh thay th cho thut ng "nhn hiu hng
ho" vn v ang hin din trong cc vn bn php l.
THONG HlF (rand) va NHAN HlF
HANG HOA (Tradcmark)
Trong ting Anh, 2 thut ng Brand v Trademark cng tn ti
song song v ngi ta cng dng trong nhng ng cnh tng
ng nh vy.
Thc t, trong cc ti liu ca nc ngoi, chng ta thng gp
cc cm t "Building Brand", "Brand Strategy"; "Brand Image";
"Brand Vision"; "Brand Manager" m hiu theo cch ca
chng ti l "Xy dng thng hiu"; "Chin lc thng hiu";
"Hnh nh thng hiu"; "Tm nhn thng hiu"; "Qun tr
thng hiu".
Trong khi thut ng "Trademark" li ch gp khi ni v vn
ng k bo h hoc trong cc vn bn php l (chng hn
registered trademarks), m khng gp cc cm t tng ng l
"Building trademark"; "Trademark Manager"; "Trademark
Vision".
Ni n thng hiu khng ch l ni n cc du hiu nh trong
nhn hiu hng ho m quan trng hn l ni n hnh tng v
hng ho trong tm tr ngi tiu dng. N tht s tru tng v v
th c ngi gi thng hiu l phn hn cn nhn hiu hng ho
l phn xc.
Nhn hiu c to ra ch trong thi gian i khi l rt ngn, trong
khi to dng c mt thng hiu (to dng hnh nh v hng
ho, dch v trong tm tr ngi tiu dng) i khi l c cuc i
ca doanh nhn.
Thng hiu ni ting s tn ti mi theo thi gian nhng nhn hiu
hng ho th ch c gi tr php l trong thi gian nht nh (thi hn
bo h nhn hiu hng ha thng l 10 nm v c th c ko di
bng vic gia hn).
Nhn hiu hng ho c cc c quan qun l Nh nc cng nhn
v bo h cn thng hiu l kt qu phn u lu di ca doanh
nghip v ngi tiu dng chnh l ngi cng nhn.
(PGS.TS Nguyn Quc Thnh - i hc Thng Mi Bo Thng mi
s 41 ngy 24/5/2005)
THONG HlF (rand) va NHAN HlF
HANG HOA (Tradcmark)
Th no l thng hiu (brand)?
Nhn hng
(Product label
company name)
Nhn hiu hng ha*
(Trademark)
Thng hiu
(Brand)
Ch doanh nghip t tn
cho sn phm hay cng ty
ca mnh
Ch doanh nghip ng k
bo h cho nhn hng hay
tn cng ty
Cng ty thc hin cc hat
ng marketing nhm xc
lp v tr cho nhn hng/tn
cng ty trong tm tr khch
hng
*Theo cch dch trn vn bn php lut VN
C
h
a
n
e
l

N
o
.
5

i vi ngi tiu dng
i vi doanh nghip
Phn bit
m bo v cht lng
C s ca nim tin
To ra gi tr xc cm
Trung thnh trong tiu dng
nh hng trong tiu dng
Bo v hnh nh, gi tr
Quyn s hu
Trao i (Bn, lin kt)
Thu ht u t
To ra li th cnh tranh
nh ngha thng hiu (brand)
Mt thng hiu phi c kh nng:
C cu danh mc thng hiu
(Brand portfolio)
Thng hiu
Cng ty/
Tp on
Ngnh hng Ngnh hng
Thng hiu
sn phm
Dch v
Thng hiu
sn phm
Dch v
Thng hiu
sn phm
Dch v
Thng hiu
sn phm
Dch v
Thng hiu
sn phm
Dch v
C cu thng hiu gia nh
Cng ty
LG Electric
LG
LG
Nghe nhn
LG
Gia dng
LG
Vin thng
LG
Cng ngh
thng tin
LG
TV
LG
DVD
LG
My lnh
LG
T lnh
LG
in thoi
di ng
LG
My
vi tnh
Cng ty
NOKIA
Nokia
Thi trang
cao cp
Nokia
a phng tin
Nokia
Ph thng
C cu thng hiu gia nh
Cng ty
UNILEVER
Dng
Chm
sc tc
Dng
v sinh
c nhn
Dng
cht
ty ra
OMO Clear Lux
Life
bouy
Life
bouy
Comfort Dove Dove
Sun
light
C cu thng hiu ring bit
Gi tr thng hiu
Nhn bit thng hiu
Lin tng thng hiu
Cht lng cm nhn
Trung thnh thng hiu
Ti sn
v hnh
(Brand
equity)
Ti sn
hu hnh
(Brand
assets)
Gi tr c s vt cht
Gi tr c phiu
Sn phm/dch v
Li nhun
Doanh s v th phn
Gi tr thng hiu
(Brand value)
Ti sn
thng hiu
Nhn bit
thng hiu
Lin tng
thng hiu
Dng th
thng hiu
Chp nhn
mc gi cao
Ti sn thng hiu (brand equity)
Trung thnh
thng hiu
Ngi tiu dng
bit g v
thng hiu
Ngi tiu dng
lmg i vi
thng hiu
Cm nhn
v cht lng
Brand Equity l nhng kin thc khch hng nm gi trong u v mt
thng hiu v nhng tc ng ca s hiu bit n hnh vi v thi
ca khch hng i vi thng hiu
Nhn bit thng hiu
Nh n
u tin
Nh n
(Nhn bit khng tr gip)
Nhn ra
(Nhn bit c tr gip)
Khng bit
S dng
Vn hnh
Tng tc
ng nht
Lin tng thng hiu
Tnh hung tiu dng, hnh vi s dng, tnh tin li
Kh nng cung cp nhng li ch chc nng ca sn
phm/dch v
Th hin mt tnh cch, li sng, v th x hi
cho ngi s dng
D mua, i chng, quan h chm sc khch hng
tt
Lien tng thng hieu
Lin tng thng hiu l nhng cm nhn, nim tin v kin thc
m ngi tiu dng c c v thng hiu
Tp hp nhn bit v cn nhc trong tiu dng
Ton b thng hiu trn th trng
Tp hp nhn bit
(cc thng hiu c bit n)
Tp hp khng nhn bit
(Cc thng hiu khng c bit n)
Tp hp cn nhc
(Cc thng hiu c
nh n v thuyt phc
c khch hng)
Tp hp khng cn nhc
(Cc thng hiu cha
nh n hoc cha
thuyt phc c
khch hng)
Tp hp t chi
(Cc thng hiu khng
c ngi tiu dng
chp nhn)
Trang
thit b
my mc
c s
h tng
Qui trnh
v
qun l
ni b
Trnh ,
tay ngh
ca
nhn vin
K thut
cng ngh
ng dng
Ngun nguyn
vt liu
Cht
lng
k thut
Cht lng k thut c quyt nh bi ni b doanh nghip v
c o lng bng h thng kim sat nh gi ni b
Cht lng k thut
Li ch cm nhn
Nhng thuc tnh, li ch,
v ph tn m khch hng
cm nhn trong
thc t tiu dng
Cht lng cm nhn c quyt nh bi c ni b doanh nghip v
khch hng. c o lng bng thng tin nghin cu th trng
Li ch tm kim
Nhng thuc tnh,
li ch v ph tn
m khch hng
mong i
Cht lng cm nhn c hnh thnh khi li ch cm nhn
cao hn hoc ngang bng vi li ch tm kim
Cht lng cm nhn
Trung thnh thng hiu
M

t
r
u
n
g

t
h

n
h

T
h

n
g

h
i

u
Mc 3
Mc 2
Mc 1
Hnh vi Hnh vi
Chc nng
Hnh vi
Chc nng
Xc cm
Mua v s dng
lp li
a thch hn
Ph hp vi
tnh cch, v th
Trung
thnh
theo thi
quen,
tnh tin
li, r
Trung
thnh v
tnh vt
tri v li
ch chc
nng
Trung
thnh v
tnh vt
tri v li
ch xc
cm
toi cb to mot tboong bico co gia tr|
Nhn bit
thng hieu
De dang tien li trong mua xam
Gi nh, nhac nh trong tieu
dung
C hoi c la chon cao
Truyen thong, Truyen mieng
Phan biet vi san pham khac
Lien tng
thng hieu
The hien mot phong cach
Nhan dang s tng thch vi
nhu cau
am bao o tin cay trong tieu
dung
Hnh thanh ong c tieu dung
Hnh thanh mot niem tin, thai o
tch cc t pha khach hang
C s cho tnh trung thanh cao
Tao ra s khac biet cho thng
hieu
Chat lng cam
nhan
Tao ra s thoa man Duy tr va nang cao tnh trung
thanh
Trung thanh
thng hieu
n gian hoa tien trnh ra quyet
nh tieu dung
An tam trong tieu dung
Giam chi ph tiep th
Bao ve th phan
Kha nang sinh li cao
Goc o ngi tieu dung
Goc o doanh nghiep
Phn 2
QUI TRNH QUN TR THNG HiU
Thc trng xy dng thng hiu
Theo mt nghin cu mi y ca bo Saigon Tip th thuc
Saigon Times group v hin trng xy dng thng hiu cc
doanh nghip Vit Nam trn gn 500 doanh nghip cho kt qu:
Ch c 16% doanh nghip c b phn chuyn trch v
marketing.
80% doanh nghip khng c chc danh qun l nhn hiu
(brand manager).
Doanh nghip cha c thi quen s dng dch v t vn kinh
doanh (bao gm c t vn v thng hiu).
Cn t cng ty chuyn v xy dng thng hiu ti th trng
Vit Nam gip cc doanh nghip c c cc kin thc
v kinh nghim xy dng thng hiu.
Thc trng xy dng thng hiu
Thng hiu ch l logo p bt mt. (Logo ch l b
ngoi ca thng hiu, phi thu hiu cu trc bn
trong ca thng hiu mi c th xy dng thng
hiu mnh)
Xy dng thng hiu l qung co, truyn thng,
PR (truyn thng qung co ch l cng c xy
dng thng hiu ch khng c ngha l c qung
co nhiu l c thng hiu mnh)
Mun xy dng thng hiu phi cn rt nhiu tin
trong thi gian ngn. (Xy dng thng hiu cn tin
nhng phi ln k hoch chi tiu trong di hn ch
khng th qung co rm r trong thi gian ngn ri
sau b khng)
Thc trng xy dng thng hiu
C gi r cht lng cao l bn c hng.(So snh nc
tinh khit c thng hiu rt yu vi Aquafina, mc d cht
lng nh nhau nhng Aquafina bn c gi cao gp 4
ln).
Thng hiu hm nay mnh th s mnh mi v sau.(D c
mnh nhng khng bi dng hng ngy th cng c lc
bnh v kh ng vng c).
Thng hiu Vit lun lun phi t tn thun Vit (Nht
Bn khng c bng ch ci Latinh nhng tt c cc thng
hiu mnh u theo k t Latinh d pht m Sony, Toshiba,
Canon, Honda, Suzuki, Yamaha, Panasonic. Phi cn nhc
rt k ngay t u v th trng trong tng lai, v khng
th thay i c thng hiu sau ny khi u t rt
nhiu tin)
Ni n thng hiu khng ch l ni n cc du hiu nh trong
nhn hiu hng ho m quan trng hn l ni n hnh tng v
hng ho trong tm tr ngi tiu dng. N tht s tru tng v
v th c ngi gi thng hiu l phn hn cn nhn hiu
hng ho l phn xc.
Nhn hiu c to ra ch trong thi gian i khi l rt ngn,
trong khi to dng c mt thng hiu (to dng hnh nh
v hng ho, dch v trong tm tr ngi tiu dng) i khi l c
cuc i ca doanh nhn.
Thng hiu ni ting s tn ti mi theo thi gian nhng nhn
hiu hng ho th ch c gi tr php l trong thi gian nht nh
(thi hn bo h nhn hiu hng ha thng l 10 nm v c th
c ko di bng vic gia hn).
Nhn hiu hng ho c cc c quan qun l Nh nc cng
nhn v bo h cn thng hiu l kt qu phn u lu di ca
doanh nghip v ngi tiu dng chnh l ngi cng nhn.
(PGS.TS Nguyn Quc Thnh - i hc Thng Mi; Bo Thng
mi s 41 ngy 24/5/2005)
Thng hiu (brand) v Nhn hiu hng
ha (trademark)
oun tr thoong hoo u mot qo trnh qoun tr xoyon
soot nhum tuo ru vu nung cuo tu sun thoong hoo tbrund
oqoty*)
Tcn nban bang
(rand namc)
Tai san tboong bico
(rand Fqoity)
QAN Tk] THONG HlF
(kAND MANAGFMFNT)
ooc 1 ooc 2 ooc 3 ooc 4
Nghon coo thoc
trung thoong hoo
1uo dong thoong
hoo
Xuc up moc too
vu thoc hon chon
ooc phut tron
thoong hoo
Do oong thoong
hoo
-lhun tch khuch
hung
-lhun tch th do tho
cunh trunh
-lhun tch no tu
dounh nghop
-Xuy dong duc tnh
thoong hoo
-Dnh v thoong
hoo
- Moc too thoo
mo gu doun
-Cuc choong trnh
murkotng mx
- Chon ooc mo
rong thoong hoo
-1hoong hoo trong
nhun thoc khuch
hung
-1hoong hoo tron
th troong
-1hoong hoo trong
cong ty
Co so cho ko houch
tuo dong thoong hoo
Dnh hoong mot
cuch nhut qoun
cho thoong hoo vu
murkotng
1royon thong vu
thot up thoong
hoo cho khuch
hung
Dunh gu vu chnh
sou kp tho
lhun bo ngun such
Ql TklNH QAN Tk] THONG HlF
(kAND MANAGFMFNT FkOCFSS)
Xy dng v qun tr thng hiu tp
on/cng ty v thng hiu sn phm
Nm bt
c
tnh hnh
cnh tranh
trn
th trng
Thu hiu
khch hng
mc tiu
Hoch nh
chin lc
xy dng v
pht trin
thng hiu
ng n v
hiu qu
Thng hiu
tp on/
cng ty
mnh
Thng hiu
sn phm
mnh
To lp danh ting, nim tin
H tr cho thng hiu sn
phm (k tha thng hiu)
Thu ht nhn lc
Thu ht nh u t
Tng trng li nhun
Pht trin m rng
Kin thc thng hiu
Xm nhp th trng
Duy tr s trung thnh
Sinh li cho cng ty
Nng cao gi tr cho thng
hiu tp on
S ng h ca tp on
M rng thng hiu
Cc yu t cu thnh nn mt thng hiu
mnh
Nng lc
Ni ti
Gi tr
c phiu
Gi tr
thng hiu
sn phm
Danh ting
c nhn
Qun tr
ni b
Vn ho
cng ty
V tr trn
th trng
(Danh ting
Th phn)
Thng hiu
Tp on
Sn phm
Dch v
M rng
Th phn
Mc gi
Cao
(Premium price)
Trung thnh
thng hiu
Cht lng
cm nhn
Hnh nh
lin tng
Nhn bit
thng hiu
Thng hiu
Sn phm
Xy dng v qun tr thng hiu tp on
Xy dng thng hiu c nhn
Qun tr ni b
Qung b truyn thng, quan h cng chng (PR)
Hp tc, lin kt u t pht trin m rng
Cc ch tiu ti chnh (Ga tr c phiu/C tc)
H thng nhn din thng hiu
Xy dng v pht trin thng hiu sn phm
Ti sn
thng hiu
S m bo cho
Thng hiu
sn phm
Gi tr c ng
Gi tr x hi
Th phn
Li nhun
Pht trin m rng
Gi tr thng hiu tp an
Chin lc sn phm
Chin lc gi
Chin lc phn phi
Chin lc truyn thng marketing
H thng thng tin khch hng
M rng thng hiu
Ti sn
thng hiu
Gia tng gi tr
thng hiu tp on
Gi tr khch hng
M rng
thng hiu
Doanh s
Th phn
Li nhun
Xy dng v qun tr thng hiu sn phm
Phn 3
KiN TO THNG HiU
Nhn din thng hiu (Brand identity)
Cch thc m doanh nghip mong mun mi ngi
nhn thc v thng hiu ca mnh mt cch nht
qun, khc bit v ni tri hn cc thng hiu cnh
tranh.
nh v thng hiu (Brand positioning)
L nhng nh hng, hot ng ca doanh nghip
nhm truyn ti c tnh thng hiu vo tm tr khch
hng, t to ra s nhn thc v thng hiu mt
cch nht qun v ng n.
Hnh nh thng hiu (Brand image)
Cch thc m ngi tiu dng nhn thc v mt
thng hiu.
Thut ng thng hiu
Qui trnh xy dng v pht trin thng hiu
Nhn din
khch hng
mc tiu
H s nhn
din thng
hiu
nh v
thng hiu
Hnh nh
thng
hiu
Truyn thng
Doanh
nghip
Doanh nghip
v i tc truyn
thng
Khch hng
Qui trnh xy dng v pht trin thng
hiu
nh v
Thng hiu
(Brand positioning)
Xy dng mt
thng hiu
gn gi vi nhu cu,
mong c v li sng
ca khch hng
nh hng mt cch
nht qun v tng
thch cho cc chin
lc, hot ng lin
quan n thng hiu
Tip cn, truyn t v
thit lp nhng hnh nh,
lin tng mong mun v
thng hiu vo trong tm
tr khch hng mc tiu
S thu hiu
khch hng
(Consumers
insight)
Cm nhn
lin tng ca
khch hng
(Consumers
Perception)
Nhn din
Thng hiu
(Brand identity)
Toan bo th trng
Trang thai nhu cau:
Co Khong
Mo ta khac biet: Cac nhan to hanh vi thong thng, nhan khan
Li ch tm kiem:
Tnh
kinh te
Tien li
Gia tr
chc nang
Gia tr
xuc cam
Re
Ben
Gia tr xa hoi
The hien c cai toi, v the
S thau cam trong tieu dung
Mo ta khac biet:
So lng
chc nang
Kha nang
van
hanh
Tien li
Nhanh chong
t ton thi gian
S dung n
gian
Nban dang cac pban kboc kbac bict
Cac nhan to nhan khau/hanh vi thong thng
Cac nhan to hanh vi lien quan en san pham
Cac phan oan 1 2 n

ong c sinh ly ong c xa hoi

ong c tieu dung:
Pht trin nhn din thng hiu
Pht trin cc yu t nhn din thng hiu
Thit k nhn, logo, slogan
ng k bo h
Xy dng h thng nhn din thng hiu
Nban dicn tboong bico (rand idcntity)
Cuy to toy thun tldontty curd-lD)
llN tlorsonu dontty nombor)
un suc dun toc huy duc tho vun hou tCotoru
dontty)
Nhun don thoong hoo trund dontty)
Lu mot tup hop doy nhut nhong to ngo, hnh unh, y
toong vu cuc mo on toong mu dounh nghop mong
moon tuo ru vu doy tr thunh mot so nhun thoc tong
qout cou khuch hung vo thoong hoo
Lu duc dom nhun dung, gop ngoo too dong phun
bot dooc cuc thoong hoo khuc nhuo tmuc do cong
mot chong ou sun phum)
Nhun don thoong hoo phun unh cu mu thoong hoo
hoong to vu u so cum kot cou nhu sun xout vo
khuch hung.
Nban dicn tboong bico (rand idcntity)
Duc tnh thoong hoo phu tru qou mot tho gun nhut
dnh cong vo nhong no oc murkotng vu troyon thong
on toc vu nhut qoun mo co tho tro non co y nghu vu
co mot v tr nhut dnh trong tum tr khuch hung.
Duc tnh thoong hoo dooc so dong nho mot choun
moc cho mot chon ooc xuy dong thoong hoo trong
du hun. No dooc so dong nho mot dnh hoong nhut
qoun cho toun bo cuc hout dong murkotng on qoun
don thoong hoo buo gom thot ko un phum, qoung cuo
troyon thong, nhong ou chon trong phun pho, dnh
gu.
Nban dicn tboong bico (rand idcntity)
Cc yu t nhn din thng hiu
Cc yu t nhn din v hnh: C s thit lp v tr
thng hiu trong tm tr khch hng (v hn)
Tinh cht
M rng
Thng hiu
l sn phm
Thng hiu
l t chc
Thng hiu
l con ngi
Thng hiu
l biu tng
Phm vi sn phm
Thuc tnh sn phm
Cht lng
Tnh hu dng
Ngi s dng
Ngun gc xut x
c tnh ca t chc
Tnh ton cu/a phng
Tnh cch
Mi quan h vi
khch hng
Hnh nh/n d
S k tha
San pbam:
lhum v sun phum
1hooc tnh sun phum
Ca tnb: Nhong tnh cuch nhun
cuch hou cho thoong hoo
ico toong van boa:
Ngoon goc xout xo
Vun hou cong ty
Ko thou thoong hoo
Moi qoan bc: Cuch tho hon
mo qoun ho gou thoong
hoo vo khuch hung
So pban anb:
Hnh unh cou ngoo
so dong thoong hoo
So cam nban:
So cum nhun to thun cou
khuch hung to voc too dong
thoong hoo
HlNH ANH C|A NC|Ol C|l
HlNH ANH C|A NC|Ol NHAN
Tboong
bico
Cc yu t nhn din thng hiu
San pbam:
1oun bo cuc ho thong
xo y thong tn
Ca tnb
1o tn, thung thung
Van boa
Dounh nghop on,
ru onh, tup tho
\u stroot
Moi qoan bc
Ngoo buo vo vu tro gop
So pban anb:
Lu ngoo nghom toc trong cong voc
So cam nban:
1o u ngoo choyon nghop
HlNH ANH C|A NC|Ol C|l
HlNH ANH C|A NC|Ol NHAN
IBM
Cc yu t nhn din thng hiu
Sun phum:
Muy v tnh
Do troy cup
Nhoo moc dch
Cu tnh
1hong mnh
Sung tuo
1ro trong
Vun hou
Khong rung booc
Nhun vun
Cuonu
Cuc mo qoun ho
un bo chu so
So phun unh:
Lu ngoo doc up, tro trong
So cum nhun:
1o u ngoo no oc to thun
HlNH ANH C|A NC|Ol C|l
HlNH ANH C|A NC|Ol NHAN
APPLE
Cc yu t nhn din thng hiu
Cc yu t nhn din thng hiu
Cc yu t nhn din hu hnh: C s bo v thng hiu
trc php lut (c thi hn)
Nhn hng
Logo
Biu tng
Slogan
Mu sc
m thanh
Kiu dng
Bao b
Bng pht minh
Thit k tn cng ty/nhn hng
T do
Lin tng
M t
t tn ngha ca tn cng ty/nhn hng Thit k m thut
Thit k logo
C vai tr rt ln trong vic nng cao kh nng nhn
bit thng hiu
C th thay i theo thi gian (lm mi)
Hoat ng nh s chng thc cho cc thng hiu
con (Logo cng ty/tp on)
Thay th trong giao dch cho nhng nhn hng di
Tng tnh thm m cho thng hiu
L biu tng cho thng hiu
ngha ca logo Thit k m thut
MT S XU HNG TO HNH TRONG THIT
K LOGO
1. Cc git mu (Droplets):
s hi t v lin kt, ha hp
2. Kh nng cht lc (Refinement)
Mc mc, gin d, cm nhn th gic
3. Phong cch bnh dn (Pop)
Tr, khe v d di
4. Nhng vng xon t nhin
(Natural spirals):cm nhn v
s cng tn ti v ha hp gia
trt t v t do
MT S XU HNG TO HNH TRONG THIT
K LOGO
5. Hnh nh ng vt (Animorphic)
s lin h kh cht ch gia s pht
trin ca doanh nghip vi c tnh
ni tri ca cc con vt biu tng.
6. Xu hng x nghing (Canted):
lm cho cc logo khng c chiu su tr
nn sng ng hn
7. Gng mt ca nhng ch
ci (Alpha-face):thn thin v gn
gi hn
8. To bng (Shadows): cm nhn
r rt v v tr. Vng chc
9. Hiu ng i mu trong sut
(Transperancy) To ra hiu ng
mu sc, hp dn
10. Xu hng Xanh (Green) Khng c
hi, thn thin vi mi trng
MT S XU HNG TO HNH TRONG
THIT K LOGO
ng dng nhn din thng hiu
Chun ha qui cch s dng cc yu t nhn din
hu hnh H thng nhn din thng hiu CIP
(Coporate identity profile) Tnh nht qun cho
thng hiu trong giao tip ni b v vi bn ngoi
Chun ha thng ip truyn thng (Tuyn ngn nh
v thng hiu) Tnh nht qun trong cc hat
ng truyn thng qung b thng hiu ra th trng
H thng nhn din thng hiu
ngha nhn hng/ tn cng ty
ngha logo
H s chun ha vic s dng v chng s dng tn cng ty/ nhn
hng, logo, slogan, biu tng (Qui cch ch hin th, kch c, mu
sc, v tr, mu nn, )
H s chun ha vic p dng tn cng ty/nhn hng, logo, slogan,
biu tng trong cc vt dng, vt phm, giao din ca cng ty::
Danh thip
Giy tiu , vn phng phm cc lai, ba kp ti liu, CD
Giy vit th, phong b, bao th cc loi
Bng hiu cng ty
ng phc nhn vin
Brochure, Catalog, Poster
Website, email
Phng tin vn chuyn
Cc vt dng trng by khc

NH V THNG HIU
Truyn thng, sn
phm
Qu nhiu thng tin
Qu nhiu sn phm
Hnh vi n trnh
Tip nhn c chn la
nh v l mt phng php
truyn thng c nh hng
v c mc tiu r rng.
N lm tng kh nng tip nhn
v din dch thng ip
truyn thng
Khch hng mc tiu mi khu vc th
trng rt khc bit nhau
Thuc tnh
i hi
Li ch
tm kim
Gi tr
cm nhn
Vn ho
Khch hng
mc tiu
Tnh cch
Li sng
Bn tuyn ngn nh v thng hiuc
Xc nh thnh gi mc tiu
Xc nh c s cnh tranh
Xc nh yu t to nn s khc bit
Xc nh li ch cung cp chnh yu
Xc nh cc yu t xc nhn/chng thc
nh hng, v truyn thng ti ai?
Hot ng trong th trng no?
Cnh tranh vi ai?
Khc bit vi i th im no,
nh th no?
Cung cp cho khch hng nhng
li ch chnh yu no
C s no khch hng tin tng
Xc nh thnh gi mc tiu
nh hng, v truyn thng ti ai?
Thng tin nhn khu
Li sng (Quan im, mi quan tm, hot ng)
Nt vn ha c th
Hnh vi s dng phng tin truyn thng
Hnh vi tiu dng
Bn tuyn ngn nh v thng hiuc
Xc nh c s cnh tranh
Hot ng trong th trng no?
Cnh tranh vi ai?
Xc nh cc i th cnh tranh chnh yu:
Cng hng vo cng mt phn khc
Cung cp nhng li ch kh tng ng
Phn tch SWOT thng hiu cnh tranh
Bn tuyn ngn nh v thng hiuc
Xc nh yu t to nn s khc bit
Khc bit vi i th im no,
nh th no?
T vn/lp t/giao hng
Bo hnh/Bo tr/Phng thc thanh tan
Phn phi
Chm sc khch hng
a v
Ti nng
Lch s
Thnh t
Snh iu
Nng ng/Tr trung
Chuyn nghip
Cng nng
Tnh nng
c tnh bn
tin cy
Kiu dng
Tin li
Sn phm
Dch v
H tr
Tnh cch
Hnh nh
Bn tuyn ngn nh v thng hiuc
Xc nh li ch cung cp chnh yu
Cung cp cho khch hng nhng
li ch chnh yu no
Li ch chc nng
Li ch xc cm
Thuc tnh thng hiu
Phi c kh nng h tr v m bo cho tiu thc
nh v
Bn tuyn ngn nh v thng hiuc
Xc nh cc yu t xc nhn/chng thc
C s no khch hng tin tng
Cc yu t chng thc (Nhn vt i din, gii thng,
Tiu chun k thut, )
m thanh, hnh nh, mu sc
Bn tuyn ngn nh v thng hiuc
Bn nh v thng hiu
Da trn 1 thuc tnh
Bt sng
tt
Bt sng
km
Nokia Samsung
Bt sng
tt
Bt sng
km
Nokia
Samsung
Nh gn
To ln
Bn nh v thng hiu
Da trn 2 thuc tnh
Bn nh v thng hiu
Da trn a thuc tnh
Sony-Errison
Nokia
BenQ
Motorola
Samsung
Bn nh v thng hiu
Da trn a thuc tnh
m thanh hay
Bt sng tt
Nhiu games
Chp nh p
Nhiu tnh nng
PERCEPTUAL MAPPING OF MAKE
HACHIMINH CITY
*Tre trung-----------------------------------------------+-----------------------------------------------------+
| | |
| | |
| | |
| | |
| *KAWASAKI | Chat luong cao*
| | |
| *SUZUKI *Van hanh tot |
| *Thoi trang | |
| | Ben*|
| | |
| | |
| *The thao | HONDA* |
+-----------------------------------------------------Cong nghe tuyet hao*-------------------------------------+
| | Dang tin cay* |
| *YAMAHA | |
| Than thuoc* |
| | |
| | |
| | |
| | |
| | |
| *Tan tien | |
| | |
| | |
| | |
| | |
| | |
| | |
| | |
| | |
| | |
| | |
| | |
| | |
| | |
| | |
| | |
| *Dich vu hau mai tot |
+-------------------------------*VMEP--------------------+-----------------------------------------------------+
o lng v tr thng hiu
CHIN LC TI NH V
(Reposition of the brand)
nh v li mt thng hiu tr nn c k theo thi
gian do:
Nhng thay i v quan nim, li sng, trnh ca
khch hng mc tiu:
Cc lin tng v thng hiu tr nn lc hu, t
hp dn.
Nhn thc v nhu cu, li ch tm kim thay i.
S xut hin cc thng hiu cnh tranh
Phat trien ve cong nghe
Ti nh v l xc nh li tiu thc nh v, xy dng li
tuyn ngn nh v nhm nh hng li cng tc truyn
thng xc lp hnh nh cho thng hiu
Phn 4
MC TIU V CHIN LC
PHT TRIN THNG HiU
XC LP MC TIU CHO THNG HIU
Ti sn
thng hiu
(Brand equity)
Nhn bit
thng hiu
Lin tng
thng hiu
Cht lng
cm nhn
Trung thnh
thng hiu
M rng
thng hiu
Ti nh v
thng hiu
Xc lp mc tiu truyn thng
Gii thiu
ra th trng
Xc lp v tr
trn th trng
Cng c v tr trn
th trng
% nhn bit
thng hiu
Hnh nh
thng hiu
% Xm nhp
th trng
% trung thnh
Thung hiu
Th phn
Li nhun
% tng doanh thu ca thng hiu
1% 5% 10%
%

t

n
g

t
r

n
g

c

a

t
h

t
r

n
g
5%
10%
Th phn gim
C
Th phn tng
B
A
D
F
E
Th phn
Li nhun
Nm 2007 2008 2009 2010 2011
Doanh thu 100 120 200 500 1,000
(-) Bin ph 50 60 100 300 500
Li nhun gp 50 60 100 300 500
(-) nh ph
Ph hnh chnh/khu hao
Nghin cu th trng
Truyn thng marketing
100
30
20
50
70
25
15
40
75
25
15
35
70
25
15
30
70
25
15
30
Li nhun trc thu -50 -10 25 230 430
Truyn thng thng hiu
Truyn thng
thng hiu
Qung co Khuyn mi
Quan h
cng ng
Tip th
trc tip
Bn hng
c nhn
Truyn thng thng hiu tp on/cng ty
Truyn thng thng hiu sn phm/dch v
Mc tiu nhn bit thng hiu
Qung co:
Knh truyn thng
Thi im, tn sut v thi lng
Thng ip truyn thng, sng to
T chc s kin:
Thnh phn khch mi
Ni dung chng trnh
Ni t chc
Thng co bo ch:
Thnh phn bo mi
Ni dung thng co
% nhn bit
thng hiu
Mc tiu
Cng c marketing
Phn phi:
Point of purchases
ph knh bn l, s lung chi nhnh
Marketing trc tip :
Nhn vin bn hng trc tip
Marketing trc tip
Mc tiu thit lp hnh nh lin tng
Tip nhn thng tin:
Thng ip
Hnh nh
m thanh
Bi cnh
Thc t tiu dng
Pht hng mu
Cho dng th
% hnh nh A
% lin tng B
Mc tiu xm nhp th trng
Truyn thng marketing:
Tnh thuyt phc ca thng ip
Khuyn mi hp dn
% th
% xm nhp
Gi c:
Gi c hp l,
Phng thc thanh tan linh ng
Sn phm dch v:
Tnh tng thch vi nhu cu
Phn phi:
Tip cn
Sn sng
Mc tiu trung thnh thng hiu
% Duy tr mua
Qung co nhc nh
Khuyn mi duy tr mua
Marketing mi quan h
Chm sc khch hng
S thay i v quan im marketing
Thu ht khch hng mi
Li ko khch hng
ca i th
Bn c nhiu hng
Duy tr v nng cp
hnh vi s dng v
s la chn
ca khch hng
Mc tiu doanh s bn
Cc chnh sch gi, thanh tan
Cc chnh sch khuyn mi
Mc tiu ti a ho s tha mn
Cc chnh sch quan h khch hng
Dch v h tr, chm sc khch hng
Th bc marketing mi quan h
Nng cp khch hng mc tiu
Duy tr khch hng mc tiu
Tha mn khch hng mc tiu
Tm kim v thu ht khch hng mc tiu
Bng k hoch truyn thng
Ngn
sch
Mc tiu doanh s 2008 37,500,000 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4
Ngn sch truyn thng 410,000
Qung co bo 232,950
Thit k 16,000
Saigon Time
Na trang trong giy thng 23,800
Mu qung co nh 42,500
Thi bo kinh t Si gn
Na trang trong giy thng 37,400
Mu qung co nh 102,000
Bo khc 11,250
Vt dng truyn thng (POSM) 25,000
Brochure 20,000
Gi th cho khch hng 5,000
Qu cho khch hng 78,750
Khch hng mi 15,750
Khch hng hin hu 63,000
Khuyn mi
Tng qu cho khch hng mua sn phm mi 20,000
Trng by ti im bn 15,000
Ngn sch truyn thng d phng 37,500
Thng 9 Thng 10 Thng 11 Thng 12 Thng 1 Thng 2 Thng 3 Thng 4 Thng 5 Thng 6 Thng 7 Thng 8
Phn 5
CHIN LC PHT TRIN C
CU DANH MC THNG HiU
C cu sn phm trong mt doanh nghip
Nc gii kht
c gaz
Nc gii kht
khng c gaz
Nc tinh khit Bnh snack
Pepsi cola
Pepsi chanh
Pepsi cafe
7Up
Mirinda
Sting
Sting du
Body naturals
Lipton
Twister
Aquafina Poca
Frito-lay
S lng ngnh hng kinh doanh (dng sn phm)
S lng cc mt hng trong mt ngnh hng
Tnh tng ng gia cc ngnh hng, mt hng/thng hiu (ngi
tiu dng; sn xut; phn phi)
Nguy c n tht ln nhau gia cc sn phm trong c cu
Pht
minh
mi
Pht trin
c cu
M rng
dng
Ci tin
Pht trin
Sn phm
Chin lc lin quan
n c cu sn phm
Chin lc lin quan
n sn phm c th
Thuc tnh cn
pht trin, ci tin
t nhn
Thit k, ci tin
bao b
Dch v h tr
Sn phm thay th
Sn phm b sung
Chin lc sn phm
Cc quyt nh pht trin c cu danh mc
thng hiu SUA
Thng hiu
mi
Dng sn phm
mi
Sn phm
m rng
Sn phm
hin hu
Thng hiu
c
Pht trin
thng hiu
(a dng ha)
Poca
M rng
thng hiu
Khng c
Ko dn thng hiu
Pepsi chanh
Lp kn thng hiu
Pepsi
Cng c thng hiu
Lp kn dng
Sting
nh v mi
7Up
Pht trin thng hiu
Cc quyt nh pht trin c cu danh mc
thng hiu
Thng hiu
mi
Dng sn phm
mi
Sn phm
m rng
(Nhum)
Sn phm
hin hu
(Du gi)
Thng hiu
c
Pht trin
thng hiu
(a dng ha)
Knnor
M rng
thng hiu
??
Ko dn thng hiu
Sunsilk
Lp kn thng hiu
Sunsilk
Cng c thng hiu
Lp kn dng
????
nh v mi
Dove
Clear
Pht trin thng hiu
Nhu cu
hin hu
Th trng hiu hu
Khng bit n
ang dng ca i th
i hi cao hn
Khng c kh nng tiu dng
Th trng
xm nhp
Th trng
tim nng
C s p dng cc chin lc pht trin c
cu danh mc thng hiu
Khng tng thch vi nhu cu
Ci tin sn phm/dch v
Ko dn thng hiu
Lp kn thng hiu
Lp kn dng
Ko dn thng hiu
M rng thng hiu
nh v mi
a dng ha
Thng hiu
Hin hu Mi
T
h

t
r

n
g
H
i

n

h

u
M

i
Chin lc pht trin c cu danh mc thng hiu
Chin lc pht trin thng hiu ca Dove
Thi x bng Dove c gii thiu vo 1957, y l x bng dnh cho ph n c l da
kh chm sc sc p ( ph n c ln da kh). nh v ny vn tip tc c gi
trong vic xy dng v pht trin thng hiu Dove. T 1980 th Dove c m rng
thng hiu Dove vi cc sn phm mi nh kem dng da c th, sn phm kh mi,
sa ra mt, du gi u, du dng tc.
X bng Kem tm
Sa tm
Sa dng th
Du x
Du gi
Chin lc thng hiu ngnh cht ty ra ca P&G
Gi qun o lun trng sng
Git sch mi vt bn v gi mi hng ca qun
o mi.
Bo v khng lm qun o phai mu hoc i
mu.
Git sch mi vt bn c s dng trong cc gia
nh hay vn ng, sinh hot ngoi tri
Bt git dng ty sch vt bn cho qun o em b
v lun bo v c mu sc.
Bt git dnh cho cc qun o cn chm sc c
bit.
Mt s mc tiu ca quyt nh v c
cu danh mc thng hiu
Ti u ha chi ph hat ng v chi ph truyn thng
Ti u ha h thng phn phi
Ph kn cc phn khc khc bit
Cng c thng hiu hin hu
M rng thng hiu
M rng thng hiu (Brand Extension) l gii
thiu mt sn phm mi thuc mt ngnh hng
khc vi ngnh hng hin hu nhng li s dng
cng tn (nhn hng) vi cc sn phm thuc
dng sn phm hiu hu
M rng thng hiu gn nh l da vo ti sn
mt thng hiu bn sn phm mi hoc dch
v mi
M rng thng hiu
M rng thng hiu
Dng sn phm
cht ty ra
Dng sn phm
chm sc tc
Lifebouy
X bng cc
Nc ra tay
Sa tm
M

n
g

d

n
g

s

n

p
h

m
P
h

t

t
r
i

n

c

u

s

n

p
h

m
Du gi u
Safeguard
Dng sn phm
cht ty ra
X bng cc
thnh cng trong vic m rng
thng hiu
M rng phi da trn lin tng v mt thuc tnh,
tnh nng mnh m no
Lothamilk l sa ti nguyn cht (pure milk) M
rng thnh butter, cheese, hoc ice cream. OK
Lothamilk pizza, bnh m, beer Crazy
Sunsilk l thng hiu to ra mi tc p Du
nhum tc, dui tc OK
Sunsilk Du gi dit khun Crazy
thnh cng trong vic m rng
thng hiu
M rng phi da trn mt lin tng v mt li ch
ni tri no
Lifebouy l x bng dit trng cc sn phm bo v
v sinh cho gia nh (Du gi, sa tm, )
M rng da trn bn sc thng hiu
Dunhill khng n thun l thuc l m l mt hnh nh
sang trng trang sc, bt la, bt vit v qun o
t tin cho nam gii
Ferari khng ch l xe hi tc m n th hin nn
nhng cm xc, s si ng Laptop, qun o v
nc hoa t tin
Phn 6
HOCH NH NGN SCH THNG HiU
Hach nh ngn sch thng hiu
Ngn sch marketing cho c tp on/cng ty
Ngn sch marketing ca cng ty c phn b nh
th no cho cho tng thng hiu
Ngn sch marketing ca mt thng hiu c
phn b nh th no cho cho tng hot ng
marketing c th
Hoch nh ngn sch ngn hn (1 nm)
Hoch nh ngn sch di hn (3 hoc 5 nm)
Hai xu th hach nh ngn sch cho thng
hiu
Ngn sch marketing
ca c cng ty
Ngn sch marketing
ca thng hiu
Ngn sch marketing
cho cc hot ng
c th
$$$
T trn xung
Mc tiu
thng hiu
Hat ng
marketing
Ngn sch
marketing
cho cc
hot ng
c th
T di ln
Ngn sch
marketing
Thng
hiu
Ngn sch
marketing
ca cng ty
$$$
Gt hi (keep vital)
(Ti a ha li nhun)
C hi (Opportunities)
(u t m bo s tng trng)
Ht nhn (Core Business)
(u t cho s pht trin n nh)
Low performers
(Chnh sa / Rt lui)
Phn b ngn sch
a dng ha thng hiu
nh v mi
M rng thng hiu
Lp kn dng
u tin ngn sch:
Nghin cu th trng, R&D
Kin to thng hiu
Qung co
Ci tin sn phm/dch v
Ko dn thng hiu
Lp kn thng hiu
a tin ngn sch:
Nghin cu th trng
Qung co, khuyn mi
Pht trin h thng phn phi
Ci tin sn phm/dch v
Ko dn thng hiu
Lp kn thng hiu
a tin ngn sch:
Qung co, khuyn mi
Quan h chm sc khch hng
Ci tin sn phm/dch v
Loi b
Gim thiu ngn sch

u

t
i

n

n
g

n

s

c
h
ng gp cho doanh nghip
2007
% thay oi so vi
nm trc
Hoach nh nm
2008
Doanh thu
Chi ph bin i
Li nhun gp
% so vi doanh thu
Chi ph nghin cu pht trin sn phm
% so vii doanh thu
Chi ph m rng h thng phn phi
% so vi doanh thu
Chi ph hoat ng b ni
% so vi doanh thu
Chi ph hoat ng b chm
% so vi doanh thu
Li nhun tr chi ph marketing
% so vi doanh thu
Chi ph c nh va hnh chnh
Hacb nb ngn scb markcting cbo tbng
bio
Phn 7
O LNG SC KHE THNG HiU
o lng sc khe thng hiu
S vn hnh ca thng hiu trong tm tr khch hng
Nhn bit
Lin tng
Xm nhp th trng
Cht lng cm nhn
Trung thnh thng hiu
S vn hnh ca thng hiu trn th trng
Tng trng doanh s
Th phn
S vn hnh ca thng hiu trong doanh nghip
% Li nhun gp (contribution margin) trn doanh thu
Tng trng li nhun thun
Thi im sinh li
o lng sc khoe thng hieu
Bin o lng 2002 2003 2004 l 2 3 4
Nhn bit v nh gi cm nhn v thng hiu
1
Nhn bit khng tr gip (%)
Nhn bit c tr gip (%)
2
3
4
S D nh s mua trong tng lai (%)
6 Mc o xm nhp (%)
7 Mc duy tr mua (%)
Ket qua 3 nam
gan ay
Muc
tieu
(200S)
Khu vc th trng: Viet Nam
Tiu dng thng hiu
Hin ang dng (%)
Ket qua cap nhat theo
qu
S vn hnh ca thng hiu trong nhn thc ca khch hng
Nhn bit thng hiu
nh gi cm nhn v thng hiu
Thuc tnh sn phm (% hoc mean)
Li ch chc nng (% hoc mean)
Li ch cm tnh (% hoc mean)
Tng mua qua (%)
o lng sc khoe thng hieu
Bin o lng 2002 2003 2004 l 2 3 4
6
7
8
9
10 S chuyn dch thng hiu (%)
Mua lp li (%)
S vn hnh ca thng hiu trong nhn thc ca khch hng
Khu vc th trng: Vit Nam
Kt qu 3 nm
gn y
Mc
tiu
(200S)
Kt qu cp nht theo
qu
Thng ip t li ni
Thng ip t m thanh
Sn phm mi
Mua th (%)
Nhn bit v gi nh v qung co
Qeruio (%)
Kh nng gi nh t mu qung co (%)
Thng ip t hnh nh - nhn vt
o lng sc khe thng hiu
Bin o lng
2002 2003 2004 l 2 3 4
11
12
13
Truyn thng (%)
Trc tip (%)
Th phn theo lng sn phm bn ra (%)
Th phn theo gi tr sn phm bn ra (%)
Th phn theo tng knh phn phi, dng ca hng
Siu th (%)
Kt qu 3 nm
gn y
Mc
tiu
(200S)
Kt qu cp nht theo
qu
Kt qu t th trng
S vn hnh ca thng hiu trn th trng Khu vc th trng: Vit Nam
o lng sc khe thng hiu
2002 2003 2004 l 2 3 4
1
2
3
4
5
6
7
S vn hnh ca thng hiu trn th trng
Chi ph khuyn mi - %
Chi ph nghin cu marketing - %
Li nhun sau chi ph marketing - %
Doanh thu bn hng ($)
Chi ph bin i (sn xut v bn hng)- %
Li nhun gp - %
Chi ph truyn thng qung co - %
Kt qu 3 nm Muc
tiu
Kt qu cp nht theo
Khu vc th trng: Vit Nam
o lng nhn bit thng hiu
70%
15%
50%
5%
20%
80%
10%
20%
0% 20% 40% 60% 80% 100%
Thng hiu A
Thng hiu B
Thng hiu C
Thng hiu D
Nhn bit khng tr gip Nhn bit c tr gip
25%
60%
95%
90%
25%
60%
95%
90%
40.0%
66.7%
73.7%
22.2%
20.0%
50.0%
7.1%
75.0%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Ngan hang D Ngan hang C Ngan hang B Ngan hang A
% nhan biet % xam nha p % duy tr mua
o lng mc xm nhp v trung thnh
%Xm nhp=%Th thng hiu/%Nhn bit
%Duy tr = %Hin dng/%Th thng hiu
o lng lin tng v cm nhn thng hiu
0
2
4
6
8
l0
Mu m ep
Tin li, d s dung
Vn hnh tt (chi tit)
Nhiu tnh nng
Bn Sang trng
Khuyn mi hp dn
Qung co hay
D tm mua
Mc o mong i Thng hieu A Thng hieu Thng hieu C Thng hieu D
I P
A1 10 8
A2 2 9
A3 5 2
A4 7 6
A5 9 3
A6 1 3
Importance
(mc mong i)
P
e
r
f
o
r
m
a
n
c
e
(
m

m

n
h

n
)
10
10
1
1
A1
A2
A3
A4
A5
A6
o lng cht lng cm nhn
CD3 Consumer
Convenience Target
Outlets Ward 3
Outlet Description Ward 3
Street Caf 18
Garden Caf
Caf / Bar - Air Conditionned 4
Eatery 25
Restaurant / "Lang Nuong" 3
Karaoke 1
Night Club/Disco
Internet Caf
Internet Services 9
University/School 2
Total 62
ieu tra cac iem ban le Outlet census
Cach tnh th phan
LIT K CC IM BN L
Dng ca hng bn l K hiu S lng T l S lng mu
Qun caf cc O1 10000 31% 157
Qun caf sn vn O2 5000 16% 79
Qun my lnh/bar O3 500 2% 8
Qun n O4 10000 31% 157
Nh hng O5 3000 9% 47
Karaoke O6 500 2% 8
V trng O7 100 0% 2
Internet caf O8 200 1% 3
Internet O9 800 3% 13
Trng hc O10 500 2% 8
Xe y O11 1000 3% 16
im bn l O12 200 1% 3
Tng cng 31800 500
PHIU THNG TIN NH K
Dng ca hng bn l: O5
Thng 11 - 2006
Nhp u k bn Tn kho
Nhn hiu A 100 50 50
Nhn hiu B 200 150 50
Nhn hiu C 100 70 30
Nhn hiu D 50 50 0
Nhn hiu E 150 100 50
Nhn hiu F 20 15 5
Nhn hiu E 10 5 5
Nhn hiu F 100 30 70
Nhn hiu I 50 10 40
Nhn hiu J 30 10 20
Tng 810 490 320
BNG PHN TCH TNG TH
Doanh s Gi Doanh thu
Th phn
theo
doanh s
Th phn
theo
doanh thu Xp hn
Nhn hiu A 20.000 3.500 70.000.000 22% 33% 1
Nhn hiu B 10.000 4.500 45.000.000 11% 21% 2
Nhn hiu C 5.000 3.000 15.000.000 6% 7% 5
Nhn hiu D 5.000 1.500 7.500.000 6% 4% 7
Nhn hiu E 25.000 1.000 25.000.000 28% 12% 3
Nhn hiu F 15.000 1.000 15.000.000 17% 7% 5
Nhn hiu E 2.500 4.000 10.000.000 3% 5% 6
Nhn hiu F 5.000 3.500 17.500.000 6% 8% 4
Nhn hiu I 1.000 5.000 5.000.000 1% 2% 8
Nhn hiu J 1.500 2.500 3.750.000 2% 2% 8
Tng 90.000 213.750.000