NH V SN PHM

1. To s khc bit cho sn phm v dch v o To c im khc bit cho sn phm o To c im khc bit cho dch v o To c im khc bit v nhn s o To c im khc bit v hnh nh

2.

Xy dng chin lc nh v

Tm tt Gi s mt cng ty nghin cu v la chn c th trng mc tiu ca mnh. Nu n l cng ty duy nht phc v th trng mc tiu th n chc chn c th tnh mt gi s em li li nhun hp l. Nu n tnh gi qu cao v khng c ro cn nhp cao, th cc i th cnh tranh s nhy vo th trng v lm cho gi h xung. Nu c mt s cng ty theo ui cng mt th trng mc tiu v cc sn phm ca h khng c g khc bit, th hu ht ngi mua s mua hng ca cng ty bn vi gi thp nht. Cc cng ty khc buc phi gim gi ca mnh . i vi cng ty u tin, phng n duy nht l to c im khc bit cho sn phm ca mnh khc so vi sn phm ca cc i th cnh tranh. Nu n c th to c c im khc bit cho sn phm ca mnh mt cch c hiu qu, th n c th tnh gi cao hn. Vic to c im khc bit php cng ty tnh gi cao hn da trn c s gi tr tri hn m khch hng nhn thc c v c cung ng. nh v l vic thit k sn phm v hnh nh ca Cng ty lm sao th trng mc tiu hiu c v nh gi cao nhng g cng ty i din so vi cc i th cnh tranh ca n. Vic nh v ca Cng ty phi da trn c s hiu bit r th trng mc tiu nh ngha gi tr nh th no v la chn nhng ngi bn. Nhim v nh v gm ba bc.Th nht l: cng ty phi pht hin nhng iu khc bit v sn phm, dch v, nhn s v hnh nh c th to ra c phn bit vi i th cnh tranh. Th hai l cng ty phi p dng nhng tiu chun la chn nhng khc bit quan trng nht. Th ba l, cng ty phi to c nhng tn hiu c hiu qu th trng mc tiu c th phn bit c vi i th cnh tranh. Chin lc nh v sn phm ca cng ty s cho php n thc hin bc tip theo, c th l hoch nh nhng chin lc Marketing cnh tranh ca mnh

1. To s khc bit cho sn phm v dch v C bn cch suy ngh v vic to c im khc bit cho sn phm ca mt cng ty. Cng ty c th bng cch cung ng mt sn phm tt hn, nhanh hn, hay r hn. Tt hn c ngha l sn phm ca cng ty phi hn hn cc ch th ca n. N thng i hi phi ci tin cht t sn phm hin c. Mi hn c ngha l pht trin mt gii php m trc y cha tng c . Vic ny thng cha ng ri ro ln hn so vi trng hp ch ci tin, nhng cng li to c may thng m hn. Nhanh hn c ngha l gim bt thi gian thc hin hay giao hng lin quan n vic s dng hay mua mt sn phm hay dch v cui cng. R hn c ngha l c th mua c mt sn phm tng t vi s tin t hn. Nhng cng ty ch da vo vic to c im khc bit cho sn phm ca mnh bng cch ct gim chi ph v gi c th phm phi sai lm. Th nht l, mt sn phm r hn so vi cc ch th ca n thng b ngh ng l hng khng tt, ngay c khi n tt hn tht s. Th hai l cng ty thng c th ct gim dch v m bo gi h v iu ny c th lm cho ngi mua xa lnh. Th ba l, i th cnh tranh thng bt ng tung ra mt sn phm cn r hn do tm c ch sn xut v chi ph thp hn. Nu cng ty khng lm cho sn phm ca mnh tri hn v bt k mt no khc, ngoi chuyn r hn, th n s b thua i th cnh tranh . Mi y Treacy v Wiersema nu ln ba chin lc dn n c im khc bit thnh cng v tr dn u th trng l: + Hot ng tuyt ho: cung cp cho khch hng nhng sn phm hay dch v tin cy vi gi cnh tranh v m bo d kim. V d: Dell Computer, Wal- Mart, American Airlines, Federal Express. + Quan h thn thit vi khch hng: Hiu bit su sc khch hng v c kh nng p ng nhanh chng nhng nhu cu c th v chuyn bit ca n. V d: Home Depot, Staples, Ciba-Geigy, Kraft. + Dn u v sn phm: Cung ng cho khch hng nhng sn phm dch v i mi, tng thm ch li cho khch hng v hn hn sn phm ca cc i th cnh tranh. V d: Nike, Apple, Sony. Nh vy l mt cng ty c th thng bng cch kinh doanh tt hn, hiu bit khch hng mnh tt hn hay lun lun lm ra sn phm tt hn.

Milind Lele nhn nh rng, nhng cng ty c nhn c th c c im ni bt l c kh nng c ng ln trong nm hng: Thay i th trng mc tiu, sn phm, knh phn phi, khuyn mi hay gi c. Kh nng c ng t do ca cng ty chu nh hng ca c cu ngnh v v tr ca cng ty trong ngnh. i vi mi kh nng c ng cng ty cn c tnh trin vng sinh li. Nhng kh nng c ng ha hn li nhun cao nht quyt nh tc dng n by chin lc ca cng ty ngnh vn vt ch c mt s kh nng c ng v tc dng n by chin lc rt nh. By gi sn sng nghin cu nhng cch c th m cng ty c th to c im khc bit cho sn phm cu mnh so vi sn phm ca cc i th cnh tranh. Mt cng ty hay mt bn cho hng c th khc bit v bn yu t c bn: sn phm, dch v, nhn s hay hnh nh (xem bng 8.1). By gi ta hy xem xt k hn nhng cng c c th. Bng 8.1. Cc bin to c im khc bit Sn phm Tnh cht Cng dng Mc ph hp bn tin cy Dch v Giao hng Lp t Nhn s Nng lc Lch s Hnh nh Biu tng Phng tin truyn thng Bu khng kh S kin

Hun luyn khch hng Tn nhim Dch v t vn Sa cha Tin cy Nhit tnh Bit giao tip

Kh nng s dng Nhng dch v khc Kiu dng Kt cu

To c im khc bit cho sn phm y chng ta pht hin nhng c s to c im khc bit cho sn phm vt cht. Mt thi cc l nhng sn phm tiu chun ho rt cao ch cho php c nhng ci bin nh: Tht g, thp, aspirin. D vy ngay c trng hp ny vn c kh nng ci bin thc s. Frank Perdue khng nh rng tht g c hiu ca mnh ngon hn, chng mm hn, v tnh gi cao hn 10% da vo iu khng nh ca mnh.Thp c th khc nhau v cng v cc tnh cht. Bayer khng nh rng asperin ca mnh ngm vo mu nhanh hn. Cn hng Proter v Gamble thnh cng trong vic to c im khc bit cho hng ho ca mnh, c th l bt git.

 thi cc kia l nhng sn phm c kh nng to c c im khc bit ln, nh t, nh ca v g. y ngi bn ng trc rt nhiu thng s thit k. Nhng yu t ch yu to c im khc bit cho sn phm v tnh cht, cng dng, mc ph hp, tui th, tin cy, kh nng sa cha c, kiu dng v kt cu. Tnh cht Tnh cht l nhng c trng b sung cho hot ng c bn ca sn phm. Hu ht cc sn phm u c th cho bn vi nhng tnh cht khc nhau. im xut pht l mt mu sn phm trn tri hay c bn. Cng ty c th sng to ra nhng mu ph bng cch b sung thm cc tnh cht. Chng hn nh mt hng sn xut t c th cho bn nhng tnh cht c la chn, nh ca t ng, hp s t ng v my lnh. Nh sn xut t cn quyt nh nhng tnh cht no l tiu chun v nhng tnh cht no khch la chn. Mi tnh cht u c mt kh nng tranh th th hiu ca ngi mua. Cc tnh cht l mt cng c cnh tranh to ra c im khc bit cho sn phm ca cng ty. Mt s cng ty rt hng hi i mi khi b sung nhng tnh cht mi cho sn phm ca mnh. Mt trong nhng yu t then cht dn n s thnh cng ca cc cng ty Nht l h khng ngng hon thin nhng tnh cht ca ng h, my nh, t, xe my, my tnh, u my video, v.v Ngi u tin a ra nhng tnh cht mi c gi tr l ngi cnh tranh c hiu qu nht. Cng ty cng phi suy ngh v cc phng n kt hp vi tnh cht theo kiu trn gi. V d, cc cng ty t Nht thng sn xut t vi ba mc hon thin, ch khng cho khch hng la chn tng tnh cht. iu ny s lm gim bt chi ph sn xut v d tr ca cng ty cng gi c. Cng ty phi quyt nh xem nn chiu khch hng theo tng tnh cht v tnh gi cao hn cho khch hng hy tiu chun ho nhiu hn v tnh gi thp hn cho khch hng. Cht lng cng dng Cht lng cng dng c ngha l mc hot ng theo nhng tnh nng ch yu ca sn phm. Chng hn nh my tnh c trung ca Digital Equipment hot ng tt hn mau tnh ca hng Data General nu n s l nhanh hn v c b nh ln hn. Nhng ngi mua sn phm t tin thng so snh tnh nng ca cc nhn hiukhc nhau. H s tr tin nhiu hn cho cng dng nhiu hn, vi iu kin l gi cao hn khng vt qu gi tr c nhn thc cao hn ny.

Cng ty cng phi quyt nh qun l cht lng cng dng theo thi gian nh th no. C ba chin lc. Th nht l, nh sn xut khng ngng ci tin sn phm thng t c t sut li nhun v th phn ln nht. Procter & Gamble l mt cng ty ln p dng chin lc ci tin sn phm kt hp vi cng dng ban u ca sn phm rt nhiu gip n dnh c v tr dn u trn nhiu th trng. Chin lc th hai l duy tr sn phm. Nhiu cng ty c gi nguyn cht lng ban u khng thay i tr khi thy r nhng thiu st hay c hi. Chin lc th ba l gim bt cht lng theo thi gian. Mt s cng ty gim bt cht lng b vo chi ph tng ln vi hy vng l ngi mua khng nhn ra c s khc bit no. C nhng cng ty ch trng gim cht lng s tng li nhun hin ti, mc d vic ny thng lm tn hi n kh nng sinh li lu di. Cht lng ng u: Cht lng ng u l mc thit k v tnh nng ca mt sn phm gn vi tiu chun mc tiu. N phn nh cc n v sn phm khc nhau c lm ra ng u v p ng c nhng yu cu k thut. bn bn l s o tui th d kin ca mt sn phm. V d, hng Volvo qung co rng h sn xut t c tui th trung bnh cao nht v v th m tnh gi cao hn. Ngi mua s tr tin nhiu hn cho mt sn phm bn hn. Tuy nhin, iu ny phi c thm nh thc t. Gi tri hn, nhng khng c qu ng. Ngoi ra, sn phm khng c qu thi thng hay lc hu v cng ngh, v trong trng hp ny ngi mua c th khng tr nhiu tin hn cho nhng sn phm c tui th bn hn. Chng hn nh, vic qung co rng mt my tnh c nhn hay mt my quay video c bn cao nht c th t hp dn, bi nhng tnh cht v tnh nng ca chng thay i rt nhanh. tin cy tin cy l s o xc sut sn phm khng b trc trc hay h hng trong mt thi k nht nh. Chng hn nh Mercedes c tin cy cao hn l xe Jaguar, nu kh nng n khng b trc trc nghim trng trong mt nm l 90% so vi 60%. Ngi mua sn sng tr thm tin mua nhng sn phm c tin cy cao. H mun trnh chi ph cao do hng hc v thi gian sa cha. Maytag, mt hng sn xut thit b gia dng ch yu ni ting v thit b c tin cy cao v thng cho thy nhn vin dch v ca mnh ng gt v khng c vic lm. Ngi Nht c bit thnh cng trong vic nng cao tin cy cho cc sn phm ca mnh.

Cng ty Mitsubsishi mua chi nhnh Quasar ca hng Motorola chuyn sn xut my thu hnh Motorola xy ra 141 khuyt tt trong mi 100 my. Mitsubsishi gim s khuyt tt xung cn 6 trn 100 my. S khiu ni ca ngi mua gim xung cn mt phn mi mc trc v cng vic bo hnh ca cng ty cng gim xung cn mt phn mi. Kh nng sa cha Kh nng sa cha l mc d dng phc hi mt sn phm b trc trc hay hng hc. Chng hn nh, mt chic t c ch to bng nhng chi tit tiu chun c th d dng thay s c kh nng sa cha cao. Kh nng sa cha l tng l trng hp ngi s dng c th t phc hi sn phm m khng thay ch tn t tin v thi gian. Ngi mua ch vic tho b chi tit b hng v thay vo mt chi tit khc. Mt kh nng tt nht na l c mt s sn phm c tnh cht d on c bnh cho php nhn vin dch v c th hiu chnh n t xa qua in thoi hay hng dn ngi s dng cch hiu chnh n. Trc khi GE c nhn vin sa cha ca mnh i sa mt thit b gia dng ti nh, cng ty c gng gii quyt vn qua in thoi. Trong hn 50% cc trng hp vic lm ny c kt qu v khch hng mt tin v cm thy yn tm v GE. Tnh hung xu nht l khi sn phm b hng v buc phi gi ngi sa v mt nhiu thi gian, nhn vin sa mi mang ph tng n sa. Kiu dng Kiu dng l hnh thc v dng v bn ngoi m ngi mua cm nhn c. Chng hn nh nhiu ngi mua t tr nhiu tin hn ly xe Jaguar v n c v c o cho d tin cy ca n km. Chi nhnh Cadillac ca General Motors thu Pininfarina, mt cng ty thit k t ca Italy thit k kiu xe Allantes t tin ca mnh cho c kiu dng ph hp vi chu u. Kiu dng c u im l to cho sn phm mt c im khc bit kh c th bt chc c. V th m ng ngc nhin l nhiu cng ty khng u t vo vic kiu dng p hn. Mt khc kiu dng p khng nht thit ha hn cng dng tt. Mt chic gh ta trong c v duyn dng, nhng ngi vo th cc k khng thoi mi. y s khc bit v khiu dng, ta phi xem cch bao gi nh mt cng c to dng, nht l i vi thc phm, v sinh v nhng gia dng nh. Bao b p vo mt ngi mua u tin v c th lm cho ngi mua ch n hay quay mt i. Kt cu: Mt sc mnh tng hp.

Tt c nhng cht lng nu trn u l nhng thng s ca kt cu. T thy rng nhim v thit k sn phm kh khn n th no, phi lm sao dung ho c tt c mi mt. Ngi thit k phi hnh dung xem cn u t bao nhiu cho vic pht trin cc tnh cht, cng dng, mc trng hp, tin cy, kh nng sa cha, kiu dng v.v. Theo quan im ca khch hng th mi sn phm thit k tt phi trng vui mt v cng d m, lp t hc cch s dng, s dng, sa cha v thi loi. Ngi thit k phi tnh tnh n tt c nhng iu v m bo ti a nguyn tc hnh thc phi ph hp theo chc nng. Ngi thit k phi dung ho mt s c im mong mun. Mt iu cng rt quan trng l phi bit th trng mc tiu nhn thc v coi trng nhng li ch khc nhau v gi c nh th no. ng tic l cn qu nhiu cng ty khng u t vo vic thit k cho tt. Mt s cng ty nhm ln vic thit k vi to dng v ngh rng thit k l ch c lm ra sn phm ri sau bao ln n mt ci v trang tr. C ngi cn cho rng tin cy l iu nm bt c trong qu trnh kim tra ch khng phi thit k v m bo n trong qu trnh sn xut. H c th ngh nhng ngi thit k ch l nhng ngi khng ch ng mc n chi ph hay to ra nhng thit k qu mi nn th trng kh chp nhn. Cng c thm k lng nh s nhy cm v hiu qu ca b phn thit k ca cng ty s gip ban lnh o nh gi xem c m bo gia tng gi tr ng mc qua thit k khng. To c im khc bit cho dch v Ngoi vic to c im khc bit cho sn phm vt cht ra, cng ty cng c th to c im khc bit cho nhng dch v km theo. Trong trng hp, kh to c im khc bit cho sn phm vt cht th cha kho cnh tranh thng li thng l tng thm dch v v cht lng. Nhng yu t to c im khc bit chnh cho dch v l giao hng tn ni, lp t hun luyn khch hng s dng, dch v t vn, sa cha v mt s vic khc na. Giao hng Giao hng l vic m bo tt cng vic chuyn giao sn phm hay dch v cho khch hng. N bao gm tc . chnh xc v s cn thn trong qu trnh giao hng. V d, cng ty Deluxe Check Printers, Inc., to c ting tm lng ly v vic gi nhng quyn chi phiu ca mnh trong mt ngy k t khi nhn c n t hng, v khng c mt ln chm tr trong mi hai nm qua. Ngi mua thng chn nhng ngi cung ng ni ting hn v vic giao hng ng hn. Lp t

Lp t l nhng vic phi lm cho mt sn phm hot ng ti ni d kin. Ngi mua nhng thit b hng nng rt trng i vo dch v lp t ca ngi bn. Ngi bn c th khc nhau v cht lng ca dch v lp dt. V d, IBM giao ton b thit b mua n tn ni cng mt lc ch khng gi cc b phn khc nhau vo nhng thi im khc nhau ri phi ch i cho n khi mi th c chuyn n ni. Khi IBM c yu cu a thit b IBM n mt a im khc, cng ty sn sng di chuyn c nhng thit b ca cc i th cnh tranh v c na. Hun luyn khch hng Hun luyn khch hng c ngha l hun luyn cng nhn vin ca khch hng cch s dng quy tc v c hiu sut thit b ca ngi bn. Chng hn nh General Electric khng ch bn v lp t thit b X quang cho cc bnh vin, m cn chu trch nhim hun luyn ngi s dng thit b . Mc Donalds yu cu cc i l c quyn mi ca mnh tham d kho hun luyn hai tun i hc Hambourger hc cch qun tr ng n ca mnh. Dch v t vn Dch v t vn l nhng h thng d liu, thng tin v c vn m ngi bn cung ng min ph hay c tr tin cho ngi mua. Mc Kesson Corporration, mt hng bn s dc phm ln, gip 12.000 ca hng dc phm c lp ca mnh thit lp cc h thng k ton v d tr, h thng t hng qua my tnh v.vMc Kesson tin chc rng vic gip khch hng ca mnh cnh tranh tt hn s lm cho h trung thnh hn. Mt trong nhng ngi cung ng dch v t vn gia tng gi tr l Milliken Company: Milliken bn khn tm cho cc ca hiu git cng nghip cc ca hiu ny cho cc nh my thu nhng khn tm ny v mt vt l hon ton tng t nhng khn tm ca cc i th cnh tranh. Tuy vy Milliken vn tnh gi khn ca mnh cao hn nh nhau? Cu tr li l Milliken lin tc khng bn sn phm ny ra ngoi khng ngng tng thm dch v cho cc hiu git khch hng ca mnh. Milliken hun luyn nhn vin bn hng ca cc khch hng ca mnh, cung cp cc h thng t hng qua my tnh v ti u ho cc ph, tin hnh nghin cu Marketing cho khch hng, bo tr cho cc xng nng cao cht lng v cho mn nhn vin bn hng ca mnh lm vic cng vi khch hng. Cc hiu git rt sn sng mua

khn tm ca Milliken v tr gi cao hn, bi v nhng dch v km theo lm tng kh nng sinh li ca h. Sa cha Sa cha y c ngha l cht lng ca dch v sa cha m bo cho nhng ngi mua sn phm ca cng ty. Caterpiller cam kt m bo dch v sa cha tt hn v nhanh hn cho cc thit b xy dng hng nng ca mnh bt k ni no trn th gii. Nhng ngi mua t rt lo ngi v cht lng dch v sa cha m h c th trng i mi i l bn xe cho h. Cc dch v khc Cc cng ty c th tm thy nhiu cch khc lm gia tng gi tr thng qua vic to c im khc bit cho dch v i vi khch hng v cht lng dch v ca mnh. Cng ty c th m bo bo hnh sn phm hay k hp ng bo tr vi iu kin d dng hn so vi cc i th cnh tranh. Cng ty c th t ch thng cho nhng khch hng thng xuyn, nh cc cng ty hng khng thc hin nhng chng trnh ca mnh i vi cc hnh khch thng xuyn. Thc s l c v s nhng dch v c bit v ch li m cc cng ty c th s dng to cho mnh nhng c im khc bit so vi cc i th cnh tranh. To c im khc bit v nhn s Cc cng ty c th ginh li th ln trong cnh tranh nh vic thu v hun luyn con ngi tt hn cc i th cnh tranh ca mnh. Chng hn nh hng hng khng Singapore ni ting khp ni v c i ng tip vin va xin p va duyn dng. Nhn vin ca Mc Donalds u nh nhn, nhn vin ca IBM gii nghip v chuyn mn, nhn vin ca Disney th rt vui v. Wal-Mart to c im khc bit cho cc siu th ca mnh bng cch c ra ti mi ca hng mt nhn vin tip tn. Ngi ny c nhim v cho n khch, hng dn ni bn nhng mt hng h cn, nh du nhng th hng em n tr li hay i, v tng nhng mn qu nh cho tr em. Nhn s c hun luyn tt hn phi c su c im sau: + Nng lc: Cng nhn vin c nhng k nng v kin thc cn thit + Nh nhn: Cng nhn vin phi c thi nim n, l php v chu o + C tn nhim: Cng nhn vin u c th yn tm giao vic

+ Tin cy: Cng nhn vin m bo dch v ng u v chnh xc + Nhit tnh: Cng nhn vin nhanh chng gii quyt nhng yu cu v vn ca cc khch hng + Bit giao thip: Cng nhn vin u c gng hiu c khch hng v cung cp thng tin r rng. To c im khc bit v hnh nh Ngay c khi hng ho cnh tranh trng hon ton ging nhau ngi mua vn c th c phn ng khc nhau i vi hnh nh ca cng ty hay ca nhn hiu. Hy xt trng hp thnh cng ca thuc l Marlboro. Con ng ch yu Marlboro ginh c mt th phn ln khc thng trn khp th gii (trong 30%) l hnh nh chng cao bi hung hng ca Marlboro nh ng vo tm l thch th ca hu ht dn nghin thuc l. Marlboro to c mt nhn cch c bit. c im nhn dng v hnh nh Nhn cch ca mt nhn hiu thnh cng khng t n hnh thnh nn. N l kt qu ca mt chng trnh c thc nhm to nn nhng c im nhn dng. Cng c to nn c im nhn dng l tn, logo, biu tng, bu khng kh, cc s kin. Hy vng rng cng vic ny s to c hnh nh mong mun ca nhn hiu. Nhng iu quan trng l phi phn bit r c im nhn dng v hnh nh. c im nhn dng l nhng cch m cng ty s dng lm cho cng chng nhn ra mnh. Cn hnh nh l cch cng chng nhn thc v cng ty Cng ty thit k c im nhn dng ca mnh hnh nh ca mnh trong cng chng, nhng c nhng yu t khc cng can d vo vic quyt nh hnh nh ca mi ngi v Cng ty Ngi ta i tm kim nhng c trng nht nh trong mt hnh nh. N phi truyn t mt thng tin c o to nn nhng nt chnh ca sn phm v v tr ca n. N phi truyn t thng tin mt cch khc bit khng th nhm ln vi thng tin tng t ca cc i th cnh tranh. N phi c sc truyn cm lm rung ng tri tim v tm tr ngi mua. c c hnh nh su sc cn phi c s sng to v rt nhiu cng sc. Khng th to nn hnh nh trong tm tr cng chng qua mt m hay ch bng phng tin truyn thng. Hnh nh phi c truyn t bng mi phng tin truyn thng hin c v phi pht i lin tc. Nu "IBM l dch v" th thng ip ny

phi c th hin ra bng biu tng, ch vit v cc phng tin nghe nhn, bu khng kh v cc s kin. Biu tng Mt hnh nh su sc gm mt hay nhiu biu tng lm cho ngi ta lin tng n cng ty hay nhn hiu. Logo ca Cng ty v nhn hiu phi c thit k c th nhn ra ngy lp tc. Cng ty c th la chn mt s i tng nh con s t (Harris Bank), qu to (Mytnh Apple) hay ngi lnh (Pillabury) biu t mt cht lng no ca t chc. Cng ty c th ly mt nhn vt ni ting lm nhn hiu, nh nhng loi nc hoa mi Passion (Elizabeth Taylor) v Uninhibited (Cher). Bc tip theo l chn mu lm c im nhn dng, nh xanh lam (IBM) hay (Canh Campbell) v i khi mt on nhc, m thanh nht nh. Ch vit v phng tin nghe nhn Nhng biu tng chn phi c a ln qung co truyn t nhn cch ca cng ty hay nhn hi. Qung co phi truyn t mt tnh tit, mt tm trng, mt mc cng iu, hay mt ci g ni bt. Thng ip phi c ng ti trong nhng n phm khc nhau nh bo co hng nm, nhng cui sch mng, catalog. Bng hiu v danh thip ca Cng ty phi phn nh c hnh nh m Cng ty mun truyn t. Bu khng kh Khng gian vt l trong sn xut hay cung ng sn phm v dch v ca mnh cng l mt yu t to hnh nh rt cng hiu. Cc khch sn Hyatt Regency to nn mt hnh nh khc bit bng cc gian tin snh ca n. Mt ngn hng mun trng c v hiu khch phi chn mt thit k ph hp vi to nh, thit k ni tht, cch b tr mt bng, mu sc, vt liu v c cho thch hp. S kin Cng ty c th to c im nhn dng qua nhng loi hnh s kin m n bo tr. Perrier, mt Cng ty nc gii kht , tr nn ni bt nh vic xy dng cc ng tp chy v bo tr nhng s kin th thao lnh mnh. AT & T v IBM to cho mnh c im nhn dng l nhng ngi bo tr cc s kin vn ho, nh nhng bui biu din nhc giao hng v trin lm ngh thut. Cc t chc khc th to c im nhn dng cho mnh bng nhng hot ng ph thng khc nh tng tin cho cc bnh vin.

2. Xy dng chin lc nh v Ta thy rng c th to dng nhng c im khc bit cho bt k mt cng ty hay nhn hiu no. Thay v ngh rng mnh ang bn mt mn hng, cng ty phi thy nhim v ca mnh l bin mt sn phm khc bit thnh "mt sn phm khc bit". Dermot Dunphy, tng gim c ca hng Sealed air Corporation lm ra mng gi bng nha c bong bng, ni "Mt bi hc cn hc l cho d mt sn phm c th trng rt bnh thng nh th no i na, th n cng khng th tr thnh hng ho. mi sn phm, mi dch v u c th lm cho n c nhng c im khc bit". Levitt v mt s ngi khc ngh ra hng chc cch to c im khc bit cho mt sn phm. Vn mt phn l ch phi thc c rng ngi mua c nhng nhu cu khc nhau v v vy m h ch n nhng hng ho khc nhau. Song khng phi tt c nhng im khc bit ca nhn hiu u c ngha hay c gi tr. Khng phi mi th khc bit u to nn c im khc bit. Mi im khc bit u c kh nng gy ra chi ph cho Cng ty cng nh to ra ch li cho khch hng. V vy Cng ty phi la chn mt cch thn trng cch lm cho mnh khc bit vi cc i th cnh tranh. Ch nn to ra im khc bit khi n tho mn c nhng tiu chun sau: + Quan trng: im khc bit em li li ch c gi tr ln cho mt s kh ng ngi mua. + c im: im khc bit khng c ai to ra hay c Cng ty to ra mt cch c bit. + Tt hn: im khc bit l cch tt hn so vi nhng cch khc t c ch li nh nhau. + D truyn t: im khc bit d truyn t v p v mt ngi mua + i trc: im khc bit khng th d dng b cc i th cnh tranh sao li. + Va ti tin: Ngi mua c th c tin tr cho im khc bit . + C li: Cng ty thy rng to im khc bit l c li.

Nhiu cng ty to ra nhng im khc bit khng tho mn c mt hay nhiu tiu chun trong s ny. Khch sn Westin Stamford Singapore qung co rng n l khch sn cao nht th gii, thc ra th iu ny khng quan trng i vi nhiu khch du lch v trn thc t cn y nhiu khch i. in thoi truyn hnh ca AT &T, Picturevision tht bi mt phn l v cng chng khng ngh rng vic nhn thy ngi kia khi ni chuyn qua in thoi ng phi tr tin in thoi nhiu hn. My Polarvision ca hng Polaroid trng phim ly nh ngay tc th cng b tht bi. Mc d Polarvision l rt c bit thm ch cn i trc, n vn thua km mt cch ghi hnh chuyn ng l my video. + To c im khc bit l vic thit k mt lot nhng im khc bit c ngha phn bit sn phm ca Cng ty vi sn phm ca cc i th cnh tranh. Mi cng ty u mun khuch trng mt s t im khc bit c sc hp dn mnh nht i vi th trng mc tiu ca mnh. Cng ty mun xy dng mt chin lc nh v tp trung. Ta s gi tt n l nh v v nh v ngha n nh sau: nh v l thit k sn phm v hnh nh ca Cng ty lm sao n chim c mt ch c bit v c gi tr trong tm tr ca cc khch hng mc tiu. Vic nh v i hi Cng ty phi quyt nh khuch trng bao nhiu im khc bit v nhng im khc bit no dnh cho khch hng mc tiu. Cng ty phi trnh bn sai lm ch yu sau y trong vic nh v. + nh v qu thp: Mt s cng ty xc nh ra rng mt s ngi mua ch c tng m h v nhn hiu . Ngi mua thc s khng ngh n l n c mt tnh cht c bit no . + nh v qu cao: Ngi mua c th c mt hnh nh qu hp v nhn hiu . Chng hn nh mt ngi tiu dng c th ngh rng ca hiu Tiffany cc loi nhn kim cng bt u t gi 5.000USD, trong khi trn thc t hin nay Tiffany bn nhng loi nhn kim cng va ti tin bt u t 900 USD. + nh v khng r rng: Ngi mua c th c mt hnh nh khng r rng v nhn hiu, do a ra qu nhiu iu qung co hay thay i v tr ca nhn hiu qu nhiu ln. + nh v tr ng ng: Ngi mua c th cm thy kh tin tng vo nhng iu qung co v nhn hiu theo gc tnh nng, gi c hay nh sn xut ca sn phm.

im tin li khi gii quyt vn nh v l n cho php cng ty gii quyt lun c vn Marketing mix. Marketing mix bao gm sn phm, gi c, phn phi v khuyn mi l ct li ca vic hoch nh nhng chi tit chin thut ca chin lc nh v. Chng hn nh mt Cng ty chim lnh "v tr cht lng cao" bit rng mnh phi sn xut ra nhng sn phm cht lng cao, tnh gi cao, phn phi qua cc i l cao cp, v qung co trn nhng tp ch cht lng cao. l cch ch yu to nn hnh nh nht qun v ng tin tng v cht lng cao Khi tm kim chin lc nh v, t nht cng c by chin lng nh v xem xt . Chng c trnh by di y v c minh ho bng trng hp cng vin ch : + nh v ca thuc tnh: Disneyland c th qung co mnh l cng vin ch ln nht th gii. Tnh cht ln nht l mt tnh cht ca sn phm c hm gin tip mt ch li l c nhiu iu kin la chn cch gii tr nht. + nh v ch li: Knott's Berry Farm c th nh cho mnh v tr l mt cng vin ch dnh cho nhng ngi mun tm mt ni th mng. + nh v cng dng/ng dng: Japanese Deer Park c th xc nh cho mnh v tr l dnh cho khch du lch no ch c t thi gian v mun c mt tr gii tr nhanh no . + nh v ngi s dng: Magic Mountain c th qung co l mt cng vin ch dnh cho "nhng ngi thch chuyn li k", nh vy l xc nh mnh thng qua loi ngi s dng. + nh v i th cnh tranh: Lion Countru Safari c th qung co l n c chng loi ng vt phong ph hn nhiu so vi Japanese Deer Park. + nh v loi sn phm: Marineland of th Pacific c th xc nh cho mnh v tr l mt "nh ch gio dc" ch khng phi l "mt cng vin ch ngh ngi", v nh vy l t mnh vo mt lp sn phm khc vi lp d kin. + nh v cht lng/gi c: busch Gardens c th xc nh cho mnh v tr l m bo "gi tr ln nht" cho ng tin b ra (tri vi cc nh v " cht lng cao/gi cao" hay "gi thp nht"). Truyn b v tr ca Cng ty

Cng ty khng nhng phi xy dng mt chin lc nh v r rng, m cn phi truyn b n mt cch c hiu qu. Gi s mt Cng ty chn chin lc nh v "cht lng tt nht". Cht lng c xc nhn bng cch la chn nhng du hiu hu hnh no m ngi ta thng cn c vo xt on cht lng, Sau y l mt s v d. Mt ngi thit k o khoc lng th cao cp s dng vi lt bng th la t tin, v bit rng ph n xt on cht lng lng th mt phn cn c vo cht lng ca lp vi lt. Mt nh sn xut my xn c khng nh rng my xn c ca mnh "kho" v s dng mt ng c gy ting n ln bi v ngi mua ngh rng my xn c ku to l my kho hn. Mt nh sn xut xe ti sn lt khung xe khng phi bi v n cn phi sn lt, m v l lp sn lt lm cho ngi ta ngh n cht lng. Mt nh sn xut t con ch to ra nhng chic xe vi nhng cnh ca rt chc chn, bi v nhiu ngi mua xe sp ca xe phng trng by rt mnh kim tra xem xe c c ch to chc chn khng. Ford thit k kiu Mustang ca mnh l xe th thao v xc nhn iu bng kiu dng xe, gh chu, tay li bc da. Tuy vy n vn cha phi l mt chic xe th thao thc s xt v tnh nng. Mt khc, kiu xe BMW l xe th thao thc s, nhng n li khng c thit k c dng v nh vy. Cht lng cng c truyn b thng qua yu t Marketing. Gi cao thng bo hiu cho ngi mua v mt sn phm cht lng cao. Hnh nh cht lng cao cng chu tc ng ca bao b, cch phn phi, qung co v khuyn mi. Sau y l mt s trng hp hnh nh cht lng ca nhn hiu b tn hi. Mt nhn hiu thc phm ng lnh ni ting b mt hnh nh v uy tn do c bn qu thng xuyn Hnh nh ca mt loi bia ngon b tn hai khi n c chuyn t chai sang lon. My thu hnh c xem l cht lng cao b mt hnh nh cht lng ca n khi n c by bn cc ca hng tp ho. Nh vy l cht lng ca bao b, knh phn phi, khuyn mi, v.v... ca nhn hiu phi cng truyn b v h tr hnh nh ca nhn hiu.

Danh ting ca nh sn xut cng gp phn vo s nhn thc v cht lng. C mt s cng ty nht nh lun bm theo cht lng. Ngi tiu dng k vng cc sn phm ca Nestl v cc sn phm ca IBM u tt. cho iu khng nh v cht lng c mi ngi tin tng cch tt nht l m bo nguyn tc "bn s hi lng, nu khng xin hon li tin". Nhng cng ty khn ngoan u c gng truyn b cht lng ca mnh vi ngi mua v bo m cht lng cho khch, khng ng nh vy s hon li tin cho khch.