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Chin lc Sn phm Quc t

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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.

Th.S inh Tin Minh

Muc lc
1 Khi nim sn phm/ dch v

2
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

Th.S inh Tin Minh

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

Th.S inh Tin Minh

5.1 Khi nim sn phm (tt)

Doanh nghip bn sn phm hay cung cp dch v trn th trng c th cnh tranh thng qua cc yu t no?

Th.S inh Tin Minh

5.1 Khi nim sn phm (tt)

Hnh 1: Cc yu t cu thnh sn phm


Th.S inh Tin Minh 7

5.1 Khi nim sn phm (tt)


Intangibility
Cannot be seen tasted, felt or smelled before purchasing

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

Th.S inh Tin Minh

5.2 nh v sn phm quc t

Th.S inh Tin Minh

5.2 nh v sn phm quc t (tt)

NH V L G?

Th.S inh Tin Minh

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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
1
Dial Lifebuoy Lava 6

low moisturizing
Th.S inh Tin Minh 11

5.2 nh v sn phm quc t (tt)


Le renouvellement de loffre

Avantage concurrentiel potentiel Forte (+)


Possibilit de diffrentitation Forte (+) Faible (-) Diffrentitation Volume

Faible (-)
Fragmentation Impasse/ Bloque

Th.S inh Tin Minh

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5.2 nh v sn phm quc t (tt)


Positioning strategies according to Ries and Trout

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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Th.S inh Tin Minh

5.2 nh v sn phm quc t (tt)


Positioning strategies according to Ries and Trout

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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Th.S inh Tin Minh

Minh ha

1. L hng kch c (Yaris v Morning) 2. L hng gi cao (ng cp cao).

3. L hng gi thp (ng cp thp).


4. Cc l hng hiu qu khc (Sunsilk tc

nhum, Anlene v Ensure).

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Th.S inh Tin Minh

5.2 nh v sn phm quc t (tt)


Positioning strategies according to Ries and Trout

The third strategy is to deposition or reposition the competition.

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Th.S inh Tin Minh

5.2 nh v sn phm quc t (tt)


Positioning strategies according to Ries and Trout

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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Th.S inh Tin Minh

5.3 Nhn hiu sn phm quc t Khi nim:

Nhn hiu l mt thuc tnh quan trng ca sn


phm. N c th l tn gi, kiu dng, biu tng, hoc bt c c im no cho php phn bit sn phm ca nh cung cp ny vi nh cung cp khc.

Th.S inh Tin Minh

20

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.

Th.S inh Tin Minh

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5.3 Nhn hiu sn phm quc t (tt) Nguyn tc:


Khng c c hnh dng, kiu mu quc huy hay quc k ca bt k mt nc no.

Khng c dng chn dung ca mt ngi m khng


nhn c s ng ca ngi . Khng c trng hoc ging ht mt nhn hiu c ng k hoc c s dng. t tn nhn hiu d c, d nh, gy n tng tt.

Th.S inh Tin Minh

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5.3 Nhn hiu sn phm quc t (tt) Bo v nhn hiu:

Vic bo v nhn hiu ca mt nc ph thuc


vo h thng lut php ca mi nc.

Th.S inh Tin Minh

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5.3 Nhn hiu sn phm quc t (tt) Bo v nhn hiu (tt):

Mt s hip nh, tho thun gia cc nc m


rng h thng lut php duy tr vic bo v

nhn hiu cho cc cng ty nc ngoi nh Cng


c Paris, Tha c Madrid. Cc cng ty cn lin tc kim tra vic sao chp, gi mo nhn hiu. Phn ln cc trng hp, cc cng ty phi t iu tra v yu cu chnh quyn nc s ti can thip.
Th.S inh Tin Minh 24

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.

Th.S inh Tin Minh

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Thng hiu v Nhn hiu

Th.S inh Tin Minh

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5.4 Dng sn phm quc t


Product-mix

Product item Product item Product item


Product lines

Product item Product item Product item


Product item Product item Product item

Th.S inh Tin Minh

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Minh ha UNILEVER

32 BRANDS
Th.S inh Tin Minh 28

Minh ha Procter & Gamble

103 BRANDS

Th.S inh Tin Minh

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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.

Th.S inh Tin Minh

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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.

Th.S inh Tin Minh

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5.6 Giy chng nhn xut x hng ha (tt)


Giy chng nhn xut x hng ho ASEAN ca Vit Nam - Mu D do Phng Qun l Xut nhp khu khu vc ca B Thng mi cp cho hng ho ca Vit Nam hng cc u i theo "Hip nh v chng trnh u i thu quan c hiu lc chung (CEPT) thnh lp Khu vc Thng mi t do ASEAN (AFTA). Hip nh CEPT l Hip nh quc t gia cc nc thnh vin ASEAN m Vit Nam k ti Bng cc - Thi Lan ngy 15 thng 12 nm 1995 v c thc hin t ngy 1 thng 1 nm 1996.

Th.S inh Tin Minh

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5.7 Chin lc sn phm quc t Pht trin sn phm mi:

THEO ANH/ CH, C NHNG PHNG N NO C TH TO RA SN PHM MI TRN TTTG?

Th.S inh Tin Minh

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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.

Th.S inh Tin Minh

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Automotive Color Popularity

Copyright (c) 2007 John Wiley & Sons, Inc.

Th.S inh Tin Minh

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5.7 Chin lc sn phm quc t (tt) Chu k sng ca sn phm:

Th.S inh Tin Minh

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