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Bi 5
Th.S inh Tin Minh Trng HKT TPHCM Khoa Thng Mi Du Lch Marketing
Mc tiu chng 5 Gip sinh vin hiu r khi nim sn phm/ dch v v cc chin lc nh v nhm to s khc bit trn th trng th gii. Lm r nhiu khi nim lin quan mt thit n sn phm/ dch v m doanh nghip cn bit khi pht trin sn phm. Hiu cc chin lc trin khai sn phm trn th trng th gii v nhng iu chnh Marketing theo chu k sng ca sn phm.
Muc lc
1 Khi nim sn phm/ dch v
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3 4 5 3 6 4 7 3
nh v sn phm quc t
Nhn hiu sn phm quc t Dng sn phm quc t Sn phm gi mo Giy chng nhn xut x - C/O Chin lc sn phm quc t
5.1 Khi nim sn phm Sn phm l bt c th g c th a vo th trng t c s ch , mua bn, s dng hoc tiu th, c kh nng tha mn c mt c mun hay mt nhu cu
Philip Kotler
Sn phm l ton b nhng tha mn vt cht v tinh thn m ngi mua (hoc ngi s dng) nhn c t vic mua hay s dng sn phm .
Gerald Albaum, Jesper Strandskov, Edwin Duerr
Doanh nghip bn sn phm hay cung cp dch v trn th trng c th cnh tranh thng qua cc yu t no?
Inseparability
From the provider
Services
Perishability
Cannot be stored for resale or later use
Hnh 2: c im sn phm dch v
Variability
Depends on who provides and under what conditions
NH V L G?
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Minh ha Bn nh v Du gi, Sa tm
High moisturizing
Tone Dove 5 2 Coast 7 Zest Lever 2000
Safeguard
Lux
Nondeodorant
Deodorant
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Dial Lifebuoy Lava 6
low moisturizing
Th.S inh Tin Minh 11
Faible (-)
Fragmentation Impasse/ Bloque
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The first strategy is to strenthen its own current position in the mind of customers.
Were number 2. Were trying harder
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The second strategy is to search for a new unoccupied position that is valued by enough consumers and to grab it.
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Minh ha
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The fourth strategy can be called the exclusiveclub strategy. It can be developed by a company when a number-one position along some meaningful attribute cannot be archieved.
Hi ch HVNCLC
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5.3 Nhn hiu sn phm quc t (tt) Vai tr: Xy dng lng trung thnh ca khch hng. X l cc vn lin quan ti sn phm gi. Gip thng tin, gii thiu, bn sn phm. Xc nh ngun gc, xut x. nh hng n vic ra chin lc gi trong vic to mi quan h gia gi c vi gi tr.
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5.3 Nhn hiu sn phm quc t (tt) Quyt nh nhn hiu: Nhn hiu khu vc. Nhn hiu chung hay nhn ring l. Nhn hiu ton cu hay nhn hiu tng nc. Nhn hiu ca nh sn xut hay ca c th nh phn phi.
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Minh ha UNILEVER
32 BRANDS
Th.S inh Tin Minh 28
103 BRANDS
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5.5 Sn phm gi mo (Product piracy) Nm 2004, hn 500 t USD trong thng mi ton cu chi xi cho cc mt hng gi mo (Theo World Customs Organization). Vic kinh doanh hng gi nh hng trc tip n li nhun v uy tn ca cc cng ty khc. Mi c im ca sn phm u b gi t tn gi, logo, mu m cho n bao b ng gi. Trung Quc l quc gia ng u th gii v hng gi.
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5.5 Sn phm gi mo (tt) Vi la chn khi doanh nghip i din vi hng gi mo: Kin tng Gio dc th trng. Dn tem chng hng gi. ng k tn gi, kiu dng, xut x. Tch thu, tiu hy (C quan nh nc). Thay i knh phn phi/ i din phn phi. Lobby chnh ph trong vic xy dng lut bo h.
Th.S inh Tin Minh 33
5.6 Giy chng nhn xut x hng ha (Country of Origin C/O) L chng t do nh sn xut hoc do c quan c thm quyn thng l Phng Thng mi & Cng nghip ca quc gia xut x cp xc nhn ni sn xut hoc khai thc ra hng ha. Ni dung ca giy ny bao gm:
Tn v a ch ngi mua. Tn v a ch ngi bn. Tn hng, s lng, k m hiu. Li khai ca ch hng v ni sn xut hoc khai thc hng Xc nhn ca c quan c thm quyn.
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5.7 Chin lc sn phm quc t (tt) Tiu chun ha v Thch nghi ha: Tiu chun ho l vic a mt loi sn phm cho nhiu th trng khc nhau. y cn c coi l chin lc sn phm ton cu. Thch nghi ho l vic cng ty thit k v sn xut sn phm theo nhu cu ring bit ca tng c nhn, t chc ti th trng nc ngoi.
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