CU HI

Cu 1: C kin cho rng qung co l gi, PR l mt tri? V d minh chng.................................1

Cu 2: Qung co phi ni tht nhng phi ni sao cho hp dn?.......................................................8
Cu 3: Hy ni v s sng to trong qung co?...............................................................................14
Cu 4: C kin cho rng: Lm khuyn mi thng xuyn l t h thp gi tr thng hiu. Cho
v d?................................................................................................................................................. 24
Cu 5: So snh u khuyt im ca 2 phng tin Tivi v Internet? Nhng tin b cng ngh thng
tin hin nay mang n nhng li ch g cho ngi lm qung co?...................................................30
Cu 6: Thun li v kh khn cc phng thc khuyn mi theo cc tiu ch:.................................35
Cu 7: So snh cc phng php hoch nh ngn sch?..................................................................43
Cu 8: Mt gim c qung co cho rng Ti a ha li nhun l mc tiu ca hat ng kinh
doanh, ti a ha doanh thu l mc tiu ca qung co, nhm bn c ng khng?....................47
Cu 9: Vic chn la Phng tin truyn thng nn da vo yu t nh lng hay nh tnh? Ch ra
nhng sai lm c th c?................................................................................................................... 51
Cu 10: M ha trong qu trnh truyn thng l g? Hy tho lun s khc bit v m ha gia
qung co trn truyn thanh v truyn hnh? Cho v d minh ha.....................................................59
Cu 11: Gii thch cc phng php trnh by thng ip? Hy ch ra phng php no ph hp vi
nhm nh hng no m doanh nghip mun tc ng n?............................................................63
Cu 12: Lit k v gii thch ngn gn cc phng php khuyn mi ngi tiu dng?...................69
Cu 13: Vic kim tra, nh gi mt k hoch chiu th thng da vo nhng tiu chun no?
Trnh by cc hot ng tng qut thng c thc hin khi pht hin nhng sai st, li lm,
nhng tr ni ca k hoch ang thc thi?.....................................................................................77
Cu 14: Qung co l mt phn quan trng trong IMC, vy lm th no qung co hat ng
nhp nhng vi cc hat ng khc trong IMC?................................................................................80
Cu 15: Ti sao khch hng khng mua sn phm ca bn ?............................................................84
PHN THC HNH........................................................................................................................ 86
Cu 1: Phn tch k hoch qung co ca dng sa chua ca Vinamilk nm 2014:.........................86
Cu 2: Lp k hoch qung co cho dng sn phm sa chua Vinamilk trong 6 thng cui nm 2015
........................................................................................................................................................... 88

Cu 3: Phn tch chng trnh khuyn mi ca dng sn phm sa ti nguyn cht 100% nm
2014................................................................................................................................................... 90
Cu 4: Lp k hoch KM dng sa ti nguyn cht 100% trong 6 thng cui nm 2015...............92
Cu 5: Phn tch k hoch PR ca vinamilk nm 2014.....................................................................94
Cu 6: Lp k hoch PR cho dng sa ti nguyn cht 100% vo 6 thng cui nm 2015.............95

Cu 1: C kin cho rng qung co l gi, PR l mt tri? V d minh chng.

1. Qung co l g?
1.1 Khi nim ca qung co
-

nh ngha ca hip hi Marketing M: Qung co l bt c loi hnh no c s hin din khng

trc tip ca hng ha, dch v t tng n mt nhm ngi m ngi ta phi tr tin nhn bit
ngi qung co.

nh ngha theo Php lnh qung co Vit Nam 2001: Qung co l gii thiu n ngi tiu dng
v hot ng kinh doanh, hng ha dch v bao gm cc dch v c mc ch sinh li v dch v
khng c mc ch sinh li.
1.2 Chc nng ca qung co

Thng tin: qung co cung cp thng tin, thu ht v lm tng s ham mun mua hng cho ngi
tiu dng, thng bo s c mt trn th trng. Qung co thng tin ch yu c p dng trong giai
on u, khi sn phm mi tung ra th trng, mc tiu l to nhu cu ban u.
Thuyt phc: qua qung co, doanh nghip hng ti khch hng v thuyt phc h s dng hng
ha dch v ca mnh. Qung co thuyt phc pht huy tc dng trong giai on cnh tranh, khi m
mc tiu ca cng ty l to ra nhu cu c chn lc i vi mt i tng c th.
Nhc nh: nhm mc ch nhc cho ngi tiu dng bit sn phm vn cn c mt trn th
trng.
2. PR l g?
2.1 Khi nim ca PR
-

nh ngha theo bch khoa th ton th gii: Public Relation (hay PR) l mt hot ng nhm
tng cng kh nng giao tip/truyn thng v s hiu bit ln nhau gia cc t cha hoc c nhn
vi mt hay nhiu nhm c mnh danh l cng chng.

nh ngha PR theo PR Society of UK: Quan h cng chng l mt n lc c ln k hoc v ko

di lin tc thit lp v duy tr s tn nhim v hiu bit ln nhau gia mt t chc v cng
chng.

Ni n PR th c n hn 500 nh ngha khc nhau. C l cng chnh v vy, c rt nhiu cch

gii hn vai tr v chc nng ca PR trong i sng hin i. Tuy nhin, cc nh ngha thng i
n thng nht v mt vn ct li l: PR l mt qu trnh qun l v truyn thng nhm nhn
bit, thit lp v duy tr nhng quan h hu ch gia mt t chc, c nhn vi nhng cng ng lin
quan c quyt nh trc tip hay gin tip ti s thnh bi ca t chc hay c nhn
2.2 Chc nng ca PR
T cc nh ngha trn ta thy PR l chc nng qun tr dng :
1

nh gi thi cng chng.

Nhn nh mi quan h ca cng chng i vi cc chnh sch v c ch ca mt c nhn

hay t chc.

Lp k hoch v thc hin nhng hot ng cn thit t c s hiu bit v chp nhn
t pha cng chng.

I. PHN BNH LUN

1. Cu chuyn ng ngn ca Aesop
Mt hm, Gi v Mt Tri tranh lun xem ai khe hn.
Gi l ngi khi xng v khi nhn thy mt ngi n ng ang i do trn ph, Gi a ra
iu kin l ngi no c th lm cho ngi ci o khoc ra trc, ngi s thng. Mt tri
ng v Gi lm trc.
Gi thi, mi lc mt mnh hn, cho ti khi Gi mnh gn nh chuyn thnh bo tp. Nhng
Gi cng thi, ngi n ng cng gi cht o hn.
Khi Gi t b cuc thi th n lt Mt tri.
Mt tri chiu nh sng nh vo ngi n ng, m dn, m dn ln cho ti khi ng lau trn v
ci chic o khoc ra.
Mt tri ni cho Gi bit b mt ca mnh l nh nhng v thn thin. iu mnh hn l
bo lc v gin d.
Thuyt phc nh nhng thng c hiu qu hn la ht.
Nh vy, ti sao li dng hnh tng Gi v Mt tri n d cho Qung co v PR?
2. Gi v Mt tri, Qung co v PR
Trn tri t c vn vt loi nhng ti sao li s dng hnh tng Gi Mt tri v qung
co v PR? C l Mt tri trong cu ni ny l hm sc nng, nh nng tri ra trn tri t m
con ngi cm nhn c ch khng phi l mt hnh tinh trong h mt tri hay xt v tnh cht,
c im vt l ca Mt tri nh mt hnh tinh.
Nhc n Gi th s nhc n nhng iu sau: quy m, tc , ngun hnh thnh, v tr v tm
nh hng. Cn khi nhc n qung co? Cng s nhc n quy m ca n, quy m gi mnh,
yu th quy m qung co l kinh ph qung co ln, nh. Hay tc ca gi l s nhanh,
chm th tc qung co c o c bng tn sut xut hin ca n trn mi phng tin m n
c th xut hin m ngi ta hay dng l o t, vn vt, lin tc. Ngun hnh thnh, ngi ta
cng thng quan tm ngun hnh thnh ca n t u, l t cc cng ty qung co hay cng ty
ngnh hng ang c sn phm qung co no. Nu v tr ca gi c th l mt v tr a l c th th
v tr ca qung co l th trng, m trong marketing, khi nim th trng li l tp hp nhng
2

ngi hin ang mua v nhng ngi s mua mt loi sn phm nht nh. Do , cng chng khc
g khi gi nh hng n mt v tr no cng chnh l tm nh hng ca qung co n th
trng ca n l nhng con ngi , ang v s tiu dng sn phm m n qung co.
Xt v Mt tri, m y ch thch rng l nh sng, sc nng, nh nng chiu ri trn tri
t, th s khin lin tng iu g vi khi nim ny? nh nng nh nhng, m p, dn dn thay i
th PR cng dng s chn thnh, tnh cm t tn i su vo lng ngi qua thi gian di.
3. Vai tr ca Qung co v PR
nh nng mang n s sng, s ny n ca mun loi, lm cho cuc i thm ti vui, p
, lm cho con ngi vui v, khi pht nhng tnh cm chn tht trc ci p. PR c l cng
chng khc iu khi n mang nhim v l xy dng v duy tr hnh nh tch cc trong cng
chng, m theo Al Ries ni trong cun sch ca ng cng con gi Laura Ries Qung co thoi
v, PR ln ngi: PR xy dng nn thng hiu. Tht vy, nhng cun sch c lit vo best
sellers (sch bn chy nht) nh Who Moved My Cheese? ca Spencer Johnson, Jack: Straight
from the Gut ca Jack Welch, b Harry Potter ca J.K.Rowling, The Corrections ca Jonathan
Franzen, tt c u nhn c s hng ng nhit lit ca thng tin i chng. Cha tng c cun
sch no c ni n nhiu nh b Harry Potter, v doanh thu ca n ni ln iu . Ch ring
lng pht hnh M cho bn tp u ca b Harry Potter ln ti 65 triu bn. Nh xut bn
cun sch ca Franzen chng hn, in thm na triu bn tc phm The Corrections sau khi n
c Oprah Winfrey chn cho cu lc b sch ca b. C cun sch no nm trong cu lc b sch
hng thng ca Oprah th u i vo danh sch nhng cun sch bn chy nht ca t New York
Times. PR lm cho doanh nghip sng c. Hay ni cch khc, PR xy dng nn thng hiu.
Cn vi qung co, nh nhng cn gi thong qua lm ngi b khch cm thy mt du, c
s thay i, khc l, qung co lin tc cho nhng ni dung, hnh thc mi l lm hp dn ngi
xem nhng gi iu mi trong u, lun lun nh n th cha chc s lu di. Chnh l ,
d cc cng ty, tp on, nhn hng ln, c v tr trong ngi tiu dng h vn lun thay i, cho ra
cc mu qung co mi. Lc ny, qung co dng nh khng cn phc v cho nhu cu thng tin,
c bit, tm hiu na m n dnh cho gii tr, cm nhn th ng hn. Cc nhn hng s dng n
nh mt cng c duy tr hnh nh thng hiu. Qung co nh cn gi mt lnh ngang qua, vut
ve cm xc ca khch b hnh.
1. Mi lin quan gia qung co v PR
Cng tm hiu v gi, mt tri cng vi qung co v PR th cng thy chng c s lin quan
vi nhau rt hp l. Hy ngh n tri hanh nng hay lnh but v cn gi ngn ngt thi ngang qua
s lm ngi i ng cm thy iu g? Mt s kh chu! PR v qung co cng vy. Nu mt
3

cng ty c cc chin lc, chiu tr PR bn, t hi, gy nhng scandal nh chng trnh "Gu
gn kt yu thng ca cng ty Chu c truyn thng a tin th nhng qung co dn dp
ca h cng chng lm ngi xem hng th g m ngc li cng thy n tht l bch, khng chp
nhn ni. Ngc li, cc chng trnh PR p, c tnh nhn vn i su vo lng ngi nh cc hot
ng cng ng ca Vinamilk 1 triu ly sa cho tr em ngho Vit Nam v sau ny pht trin
mnh hn thnh 3 triu ly sa ri 6 triu ly sa v by gi l qu Vn cao Vit Nam. Cc
hot ng PR ca Vinamilk rt thnh cng nn cng lm ngi xem thch th vi nhng mu
qung co hi hc, vui nhn ca cng ty, v dng nh hnh nh con b sa c xem nh hnh
nh ca Vinamilk khi nhc n con b sa.
Trong cu chuyn ca Aesop, Mt tri ni cho Gi bit b mt ca mnh l nh nhng v
thn thin. iu mnh hn l bo lc v gin d. Cu chuyn c ny nu ni v bi hc cuc
sng th khng c g phi bn ri, nhng nu xt di con mt marketing m hnh tng PR l Mt
tri v Qung co l gi th c th rt ra c li khuyn hu ch cho nh qun tr khi xy dng
thng hiu. Gi v Mt tri, Qung co v PR u cn thit v c vai tr ring hu ch. Gi
nhanh chng, n nhanh v i cng nhanh, PR li chm chm, nh nhng nhng thm su, c
hai phi nn cng tn ti v thc hin hp l, va phi s mang li kt qu tt p cho c doanh
nghip ln khch hng, ngi tiu dng.
II. PHN V D CHNG MINH CU NI QUNG CO L GI, PR L MT TRI
C th ly Vinamilk chng minh cho cu ni trn.
1. S lc v cng ty C phn Sa Vit Nam - Vinamilk
Vinamilk l tn gi tt ca Cng ty C phn Sa Vit Nam (Vietnam Dairy Products Joint
Stock Company) mt cng ty sn xut, kinh doanh sa v cc sn phm t sa cng nh thit b
my mc lin quan ti Vit Nam. Theo thng k ca Chng trnh Pht trin Lin Hip Quc, y l
cng ty ln th 15 ti Vit Nam vo nm 2007.
Cng ty l doanh nghip hng u ca ngnh cng nghip ch bin sa, hin chim lnh 75%
th phn sa ti Vit Nam. Ngoi vic phn phi mnh trong nc vi mng li 183 nh phn phi
v gn 94.000 im bn hng ph u 64 tnh thnh, sn phm Vinamilk cn c xut khu sang
nhiu nc M, Php, Canada, Ba Lan, c khu vc Trung ng, ng Nam Sau hn 30 nm
ra mt ngi tiu dng, n nay Vinamilk xy dng c 8 nh my, 1 x nghip v ang xy
dng thm 3 nh my mi, vi s a dng v sn phm, Vinamilk hin c trn 200 mt hng sa tit
trng, thanh trng v cc sn phm c lm t sa.
Vinamilk cung cp cc sn phm gm c sa ti, sa chua, sa c, sa bt, bt dinh dng,
kem, cc loi nc gii kht.
4

2. Vinamilk v nhng chin lc Qung co PR

2.1 Vinamilk v Qung co sng to - hiu qu
Vinamilk lun ch trng, sng to khng ngng v cng t c nhng thnh cng khng
nh trong vic nng cao cht lng qung co ca mnh. Chin dch qung co c nhn rng trn
khp cc phng tin truyn thng i chng vi hnh nh ng nht: nhng ch b ng yu trn
nn thin nhin ti p y sc sng.
Khong bn nm gn y, phim qung co Vinamilk c s thay i rt ln, khng ch l qung
co mang tnh nhc nh khi ginh c th phn nht nh m cn ch trng n s tip nhn
ca tr em (bi ht, hnh nh, hiu ng) Thi bo ch rm r vi hm lng sa ti nguyn cht,
khn gi quen mt vi nhng con b hot hnh c ng du 100% to tng bng vi bi ht
sa ti nguyn cht trm phn trm. Bn cnh , Vinamilk cn c cc qung co rt ngha
nh qung co s dng bi ht ca Trnh Cng Sn vi s th hin ca L Ct Trng L kh l
sng trong i sng cn c mt tm lng, lm g em c bit khng, gi cun i, gi cun
i v gi cun nhng qu bong bng mang nhng hp sa Vinamilk n cho tr em ngho, kt
thc phim l nhng n ci tht d thng. Phim khng thin v mc tiu gii thiu chc nng sn
phm m mang tnh qung b cho nhn v khn gi bit n hiu r tin chc v cc sn
phm Vinamilk, phim ch thc hin mc tiu cui cng l hnh ng. Phim kho lo dung ha
gia tnh cm v l tr: tnh cm gia nhng ngi c tm lng s chia ngi cho, ngi nhn v
hnh ng l tr dng tin mua sa Vinamilk.
Nm 2011, Vinamilk chnh thc cn mc 1 t USD doanh thu, trong , doanh thu xut
khu t hn 140 triu USD. Ti th trng trong nc, vi hn 170.000 im bn l, sn phm sa
bt ca Vinamilk ang chim khong 30% th phn.

Li nhun sau thu hp nht 2007-2011 ca Vinamilk

5

Theo bo co ti chnh hp nht ca Vinamilk, tng doanh thu bn hng v cung cp dch v
nm 2011 t hn 22 nghn t ng, tng hn 37% so vi nm 2010.
Li nhun sau thu thu t 4.218 t ng, tng 16,7%.
2.2 Vinamilk v chng trnh PR nh vo tri tim ngi tiu dng
Trong qu trnh xy dng v pht trin thng hiu, ch thng hiu khng ch bit quan tm
n khch hng mc tiu, m cn phi quan tm c cng ng x hi. Thng hiu no c thc
ng gp cho s pht trin cng ng, bao gm khch hng mc tiu, s to ra tnh cm tt p
trong x hi. Nh c s tc ng tch cc tng lc ca cng ng, nhm khch hng mc tiu s
quyt nh ng h mua sn phm nhanh hn.
Vinamilk rt thnh cng vi chng trnh PR ca mnh. Vinamilk tp trung s dng cc
cng c t chc s kin, gy qu, ng gp cho cng ng, nh Vinamilk m mm ti nng tr
Vit Nam (t nm 2003), chng trnh Mt triu ly sa cho tr em ngho Vit Nam din ra rt
thnh cng, nhn rng chng trnh ln thnh 3 triu ly sa cho tr em ngho Vit Nam, ri 6
triu ly sa v tip ni l chng trnh Vn cao Vit Nam.
CHNG TRNH QU 1 TRIU LY SA CHO TR EM NGHO VIT NAM
Ngy 30/06/2008, ti H Ni, Qu 1 triu ly sa cho tr em ngho Vit Nam chnh thc
c cng b. Chng trnh c thnh lp bi Qu Bo tr tr em Vit Nam v Cng ty sa Vit
Nam (Vinamilk). Qu c tr gi ti thiu l 3 t VND do Vinamilk ti tr.
Mc tiu ca Qu l gip cho khong 50.000 tr em ngho trn ton quc c sa ung min
ph trong vng 10 ngy, mi ngy 2 hp v trung bnh mi em s nhn c 20 hp sa t Qu ny.
Vinamilk phi hp vi Qu Bo tr tr em Vit Nam s a 1 triu hp sa min ph ny n 14
tnh, thnh trong c nc, gm: TP.HCM, H Ni, Cao Bng, Cn Th, Nng, Hi Phng, Hu,
k Lk, Bnh nh, Ngh An, Lm ng, Sc Trng, C Mau, Bn Tre trong thi gian t thng 7
cho n ht thng 8/2008.
Nh Vinamilk, s c khong 50.000 tr em ngho Vit Nam c sa ung min ph trong 10
ngy.
Chng trnh PR ca Vinamilk tht s mang li hiu qu khi th phn ca doanh nghip
ngy mt tng thm. Vinamilk to c mt ch ng vng chc trong lng ngi tiu dng v
x dng trong h mt nim tin vng chc v trch nhim di vi x hi. Vinamilk cng vi chng
trnh PR mang ngha nhn vn cao p 1 triu ly sa cho tr em ngho, nh ng vo tm,
m ng cho doanh nghip i vo tri tim ca ngi tiu dng.
6

Th phn cc doanh nghip sa nm 2012 (Ngun: Euromonitor)

Kt qu nghin cu ca Kantar World Panel va qua cho thy trung bnh 100 gia nh Vit
Nam th c 94 h s dng t nht mt sn phm mang thng hiu Vinamilk.
Nm 2012, Vinamilk chim 45.5% th phn sa ti Vit Nam so vi cc thng hiu kh ni
ting nh: Dutch Lady, Milo, Hanoi milk,
V con s ny tip tc tng ln, theo s liu t Cng ty nghin cu th trng AcNielsen,
tnh n thng 8/2013, Vinamilk cng c v tr dn u vi 49% th phn ton ngnh sa nc.

Cu 2: Qung co phi ni tht nhng phi ni sao cho hp dn?

a. Phn tch nh hng ca qung co i vi ngi tiu dng
Rt nhiu qung co trong thi im hin ti bao gm cc hnh nh nguy him, khng an ton.
Mc d cc qung co u c cc cnh bo theo quy nh ca php lut vi qung co, cc tr em
thng bt chc cc pha nguy him nh, vi kt qu cht ngi.
Cc nh lm qung co thng to ra nhiu cch hp dn ngi tiu dng mua sn phm ca
mnh. Nu mt qung co cho mt sn phm thu ht c ngi tiu dng, h c xu hng mua n
thng xuyn, hoc t nht l mua n mt ln. mt cng ty c th tn ti trong th gii cnh
tranh ny, cng ty phi xy dng hnh nh ca sn phm ca mnh theo cch m cng ty nhn c
doanh thu ti a, khi cng ty tung sn phm ra cc ca hng. Cch tt nht thuyt phc ngi
tiu dng l qung co nh km vo cc sn phm c th. Tuy nhin, nn nh rng cc qung co
thng mi cng c th c tc ng tiu cc n ngi dn, c bit l tr em.
Mt nh hng tch cc ca qung co
-

Qung co lm cho ngi tiu dng nhn thc ca cc sn phm mi c sn trn th trng.
i vi tr em, qung co cn lm tng kin thc v cc pht minh sng kin mi nht, trong
lnh vc cng ngh cng nh cc mt khc.

Qung co nhc nh ngi tiu dng v sn phm tn ti trn th trng, lm cho hnh nh
sn phm, thng hiu in su vo tm tr. Dn n quyt nh mua hng.

Qung co cung cp nhng kin thc mi cho ngi tiu dng, gip cho ngi tiu dng
thng minh hn trong vic la chn sn phm
Mt nh hng tiu cc ca qung co

Qung co khuyn khch tr em thuyt phc cha m mua cc sn phm th hin trong cc
qung co, d n c ch hay khng c ch.

Tr em thng c xu hng hiu sai cc thng ip truyn t trong qung co. Thng b
qua nhng mt tch cc m tp trung hn vo cc mt tiu cc.

Rt nhiu qung co trong thi im hin ti bao gm cc hnh nh nguy him, khng an
ton. Mc d cc qung co u c cc cnh bo theo quy nh ca php lut vi qung co,
cc tr em thng bt chc cc pha nguy him nh, vi kt qu cht ngi.

Cc qung co pht trn truyn hnh hp dn thng to s kch thch mua sm cho ngi
tiu dng.
8

Tr em, sau khi xem cc qung co bt mt, thng mt kh nng sng mt cuc sng m
khng c nim vui vt cht.

Cc tr em thng b thu ht bi cc sn phm t tin, chng hn nh qun o thi trang.

Thng b qua nhng vt dng khng t tin nhng hu ch thng c trn th trng m
khng qung co.

Qung co c tc ng gin tip vo hnh vi ca tr em. N c th to ra s bc tc khi b

tc mt chi, thc n hay iu g c th hin trong cc qung co thng mi.

Tn sut qung co cc sn phm nh thc phm, m phm, . . . vi mc v thi gian di.

iu ny kch thch s pht trin s i hi nh n ung hoc s dng m phm . . . ca
tr gy tc hi khng tt.

Yu t gip NTD tin vo qung co

Qung co ch tht s mang li hiu qu khi n c NTD nh n v tin tng. Vic tin vo
cc chin lc marketing, qung co ca mt doanh nghip ph thuc vo nhiu yu t:
Uy tn ca cng ty qung co
Qung co ni bt c tnh nng sn phm
Cm thy lin quan n bn thn
Cm thy hng th nu tiu dng sn phm, dch v
Tin vo sng kin/ kin da trn l thuyt ca n
S tin tng xut pht t lng chn thnh v trung thc. Mt doanh nghip mun tn ti v
pht trin ct li phi cho khch hng thy c s trung thc v o c kinh doanh. Duy tr lng
tin l duy tr khch hng cho doanh nghip.
b. Nhm c ng vi kin rt kh xc nh th no l s la di v khng la di
trong qung co? Nguyn tc no gip ngi tiu dng nhn din c ni dung qung co
ca cc doanh nghip l la di hoc khng la di?
Nhm ng vi kin rt kh xc nh th no l s la di v khng la di trong qung
co. Qung co thc cht ch l nhng thng tin ch quan t pha cc cng ty. Do h c th a
ra nhng l l ch quan thng tin v sn phm ca mnh nhm thu ht s ch ca khch hng.
Cc nh qung co c quyn a ra nhng tnh hung c li nht cho sn phm ca h, vi c h lm
l cung cp thng tin cho ngi tiu dng, v thng tin ny ch l thng tin tham kho, ch khng
9

p bu c bt k ai phi mua sn phm v dch v c qung co. Vic c mua hay khng hon ton
ph thu c vo quyt nh ca khch hng. Nu nh khch hng c c nhng kin thc v kinh
nghi m nht nh th h cng khng d g b chi phi bi nhng qung co cng i u ha, ho c
c th l khng trung thc.
V d:
Nc mm Chinsu c hi v Nam Ng nh c qung co l "ho hng" c gi vi chc
ngn ng?
Bn cnh , cc sn phm khc nh Nam Ng, Nam Ng Nh, nc mm ho hng
Chinsu u c thng ip qung co: Khng i mi, xung mu, trong n cui chai, nc mm
ho hng, v sc khe Trong khi , nc mm Nam Ng c thi im m khng m bo,
ch c 6-7 Nit (cn hm lng cng b trong bao b l 10g N/1 lt). Hay nc mm thng
hng theo tiu chun nc mm Vit Nam l phi t 25 N 29 N, cn nc mm Chinsu hin
nay ch t 12 N, hon ton cha tiu chun s dng t nc mm ho hng.

Trong cc on qung co, nh sn xut Masan khng nh, n m khoai ty khng lo b nng.
Tuy nhin, trong thnh phn ghi sau gi m ny cho thy, khoai ty ch chim t l 50g/1kg, tng
ng... 5%.

10

Nu nh ngi tiu dng xem nhng thng tin trong qung co a ra nh nhng thng tin
hon ton ng v tin dng khi cha tm hiu r th chnh ngi tiu dng ang t khin cho bn
thn mnh b qung co chi phi. Vi c c p nh t thng tin trn mng, bo ch cng vi tm l vng
vng khi la chn sn phm s gip ngi tiu dng trnh khi nhng thng tin cng i u ha do
qung co mang li.
Tuy nhin, khng phi luc no qung co cung hon ton di tr. Trng hp ca ht nm
Chinsu khng b t ngot nu nhn di nhiu kha cnh khc nhau mi thy c ni oan ca
Masan.

Kt qu kim nghim ca Vin Dinh dng cho thy hm lng bt ngot (monosodium
glutamate) trong ht gia v Chin-su l 0,85% tnh theo khi lng. Bn cnh , kt qu cung cho
thy trong thnh phn c cha 627, 631 l 2 cht c tn th trng l cht siu ngot. Khi thng
tin c cng b, Masan khng th trnh khi s mt lng tin ca ngi tiu dng vo cc sn
phm ca mnh. Ngi tiu dng ht sc hoang mag v ty chay ngay l p tc sn phm ht nm
Chinsu, iu a khin cho ht nm Chinsu ri vo khng hong v phi ri b th trng ht
nm ngay sau .
Theo b L Th Nga gim c pht trin cng ngh ca Masan, khi Chin-su nghin cu sn
phm ht gia v bo ng khng bt ngot xut khu sang c, c mu th nghim ghi khng
pht hin bt ngot, c mu ghi hm lng 0,4%, c mu ghi 0,8%... Chung ti a kin nhn yu
cu cc c quan th nghim tch t l bt ngot pht hin c thnh hai loi: bt ngot t nhin c
trong bt tht, nc ct xng hm c c v bo ng, v bt ngot thng mi. Nu s dng theo
phng php tch ny th thnh phn bt ngot pht hin c trong Chin-su khng phi l bt ngot
thng mi b Nga khng nh.
11

ng Nguyn c Lc, ph trng phng cp ng k v chng nhn thuc Cc V sinh an

ton thc phm (B Y t), th cho bit a cp php cho Chin-su c in nhan mang dng ch
khng bt ngot da vo cc phiu kim nghim ca cc c quan chc nng. Theo , Vin V
sinh y t cng cng, Trung tm Dch v phn tch th nghim (S Khoa hoc cng ngh TP.HCM)
v Quatest 3 ghi nhn ht gia v bo ng Chin-su khng c thnh phn bt ngot. Ring hai cht
iu v 627 v 631 c trong Chin-su, ng Lc cho bit l hai loi mui natri c s dng
lm cho gia v thm m , khng phi l bt ngot cung khng phi l cht siu ngot.
Nh v y, Chinsu khng hon ton sai khi khng nh sn phm ca mnh khng cha b t
ngot. Nhng nhng thng tin minh oan cho Chinsu khng c nhiu ngi tiu dng quan tm do
y l nhng kin thc chuyn mn m khng phi ai cung bit v hiu.
Ta thy rng, ranh gii gia s la di v khng la di trong qung co qu th t l rt mong
manh. Rt kh c phn bi t u l qung co sai s th t u l qung co ng tin. Ngi tiu
dng phi th t s tnh to v trang b cho mnh y nhng kin thc cn thit c th la chn
cho mnh nhng sn phm vi cht lng nh mun.
Nguyn tc no gip ngi tiu dng nhn din c ni dung qung co ca cc doanh
nghip l la di hoc khng la di?
Mt s nguyn tc qung co ca Lin on qung co M F.A.A
Tn trng s tht: qung co phi nu ng s tht v phi cung cp nhng s kin minh
ha. Qung co khng c b st thng tin m c th nh la cng chng.
Chng minh: nhng li qung co v sn phm phi c chng minh r rng, cng ty qung
co phi c cc chng c chng minh trc khi qung co sn phm.
S so snh: qung co s c trnh a thng tin la di, nhng thng tin v cn c v i th
cnh tranh hay sn phm v dch v ca i th cnh tranh.
Qung co cu mi: khng s dng qung co nh l cng c thu ht ngi tiu dng v
mt sn phm hay dch v, nhng nhm vo vic bn sn phm khc, thng l gi cao hn.
Bo hnh: qung co cung cp thng tin v iu kin bo hnh sn phm ngi tiu
dng bit r cc iu khon nh: ni dung bo hnh, cch bo hnh, thi gian v phm vi bo hnh.
Nu gii hn v khng gian v thi gian nu cc thng tin trn, cn nu thm ngun tham kho
khc ngi tiu dng c th tham kho trc khi mua.
Qung co v gi: qung co s c trnh a ra nhng thng tin v gi c, hoc chng t s
tit kim cho khch hng nhng vic khng ng hoc khng kim chng c.
S chng nhn: qung co chng nhn phi c s xc nhn bi cc chuyn gia c nng
lc, hay c xc nhn qua kinh nghim v kin trung thc ca chng nhn.
12

Thm m v vn ha: qung co khng c t do s dng nhng li l, nh minh ha, hay

cc n c th xc phm cc gi tr vn ha, tp qun, thun phong m tc ca cng chng.
Nhng nguyn tc cho c nhn ngi tiu dng:
T trang b kin thc c bn v th trng v sn phm c qung co.
Khng tin tng hon ton vo qung co.
Tm hiu k thng tin c ni n trong qung co.
C p nh t thng tin lin tc v sn phm, th trng v doanh nghi p.
So snh, nh gi sn phm th t v mu qung co.

13

Cu 3: Hy ni v s sng to trong qung co?

Tt c cc tnh hung bnh thng trong cuc sng s d dng c b no nhn din v b
qua, nu khng thy c s ni kt gia s vic v li ch ca c nhn. Cc qung co cng ch l
nhng thng tin tc ng t mi trng bn ngoi.
Tr nh ca con ngi l c hn. Vi n tng tc ng mc trung bnh (tc cc s vic quen
thuc xy ra hng ngy), no ca chng ta ghi nhn s vic v a nhng thng tin ny vo vng
nh tm thi. Khi bn thy mt mu qung co mt loi sn phm mi, bn cng s ghi nhn thng
tin ny vo b nh tm.
Theo cc kt qu nghin cu ca mt t chc tip th ti Australia (The Hidden Persuader), tr
nh ca chng ta c th lu nhmt thng tin trong khong t 8 ti 13 tun. Sau thi gian ny, nu
khng c lp li, thng tin c s b cc thng tin mi che lp i v chng ta s qun.
no ghi nh c lu hn, cc thng tin cn phi to n tng tc ng mnh hn v thi
gian t hc (tc ghi nhn thng tin) ca no phi lu hn.
Qung co sng to chnh l gii php gip chng ta lm c vic ny.
Qung co sng to l loi qung co va to cho chng ta n tng mnh hn, va kho lo
bt chng ta phi b nhiu thi gian hn hc cc thng tin v thng hiu hay sn phm c
qung co.

14

NH NGHA V QUNG CO SNG TO

+ Qung Co Sng To l mu qung co to n tng mnh v mt nhn hiu, mt sn phm,
mt dch v no vo tm tr ngi tiu dng.
+ Qung Co Sng To l loi qung co ghi li n tng thng hiu mt cch su sc trong
tm tr ngi tiu dng bng cch kho lo to ra mt cu hi, ngi xem phi t m tm hiu, t
hc v ghi nhn nhn hiu c qung co vo tr nh ca mnh.
+ Qung Co Sng To c to nn bng phng php K Thut Ni im (Joining The
Dots technique).
C th hiu mt cch khc l:
Qung Co Sng To s to ra cho ngi xem mt cu hi c o, kch hot s t m v
kho lo bt ngi xem phi suy ngh, tp trung s ch ca h tm ra cu tr li cho s
khc bit ca mu qung co. V kt qu ca cu tr li li nm ngay ch li ca sn phm
(hay thng hiu), hoc do sn phm (hay thng hiu) tc ng to ra s khc bit y,
khin ngi xem mt cch v tnh phi hc v nh nhng im cn bit v sn phm (hay
thng hiu) c qung co.
Qung co sng to chnh l loi qung co to ra [n Tng Tc ng] ng nhu cu v
mc cao .
Qung co sng to a Bill Bernbach - L ngi ng sng lp ra cng ty qung co Doy
Dale Bernbach (tc DDB) - tr thnh mt nhn vt ni ting ca lch s qung co th gii. Qung
Co Sng To xc lp nn tiu ch sng to cho ton b ngnh qung co th gii ngy nay.
15

Trn y l mt trong s cc mu qung co sng to to ra hiu qu bn hng vt mi

mc mong i v ng thi cng to nn danh ting cho Bill Bernbach, gip m ra mt k thut
mi, nh ra hng i mi cho ngnh qung co chnh l k thut Qung Co Sng To.
im khc bit trong mu qung co trn y chnh l s kh hiu khc thng nhm ng
vo nhm khch hng mc tiu. Ohrbachs l mt ca hng bn cc hng ha v thi trang cao cp.
Mc tiu chnh ca mu qungco l nhng qu b giu c, nhng khch hng thuc tng lp trung
lu v thng lu.
Trong mu qung co, Bill Bernbach t hnh nh mt con mo ht thuc i mt chic
nn sang trng, thay cho hnh nh ca mt qu b. c sc hn na, ng lm tng mc t m
cao cho ngi xem vi cu tiu V ti pht hin ra Joan. phn ni dung, tt c cc cu
ch cp ti Joan v nhng th c o ca Joan. Vi cch dng t she vi nhiu ngha (she c
ngha l c y, nhng cng c thhiu l n- tc con mo), mu qung co li cng lm cho
ngi xem cm thy kh hiu, thc mc. cu kt, mi s thc mc ca ngi xem c ng li
ti Ohrbachs, bi cu kt lun v ti pht hin rng Joan c mi th sau khi Joan i t Ohrbach
ra.
Ton b mu qung co qul v cng kh hiu i vi ngi xem, m c bit l nhm khch
hng mc tiu l cc b mnh ph. Sau khi xem v c mu qung co, bt c ai cng s phi thc
16

mc: vy Joan l ai? Joan l con mo? Khng phi vy, bi con mo th khng th c cch i ng
sang trng, khng thc cc c ch iu b nh m t. Hay Joan l mt c gi? Nhng trong ton
b ni dung li khng h ng ti mt c gi no c? M ti sao li c mi th ti Ohrbachs?
Ohrbachs l ci g m li cho ngi ta nhng th sang trng nh vy? Chc phi hi xem c ai bit
Ohrbachs l ci g? Hay c l cht na mnh chy ngang qua theo a chghi y xem n l ci
g??
Bng cch rt kho lo sp xp cc hnh nh v ni dung, Bill Bernbach lm cho ngi xem
mu qung co phi cng u ra suy ngh vJoan v s kt ni kh hiu vi Ohrbachs. M cui
cng cu tr li cho ton b s kh hiu l phi n xem Ohrbachs l ci g. Mu qung co
thnh cng ln v t c cc mc ch:
+ Rt c o v khc bit, lm cho ngi xem phi ch xem, c v phi suy ngh, phi tm
hiu v thng hiu c qung co.
+ Gn c thng hiu Ohrbachs vo u ngi tiu dng bi l mt thc mc, l ngun
gc cho nhng th rt sang trng, lch lm, l nim ao c ca cc qu b sang trng.
Thc t cho thy, thng thng nhng ngi lm tip th chuyn nghip u t ti cc k
thut lm qung co. Hu ht nhng ngi lm tip th chuyn nghip u khng thc y v
qung co sng to. Do vy, cc mu qung co sng to nht thng s b loi b ngay t vng
chn la u tin (bi s khc thng v kh hiu ca n).
y cng l kt cc bun khi em cc mu qung co sng to mc cao nht ra hi kin
ca nhm khch hng mc tiu. L do thng thy l: Kh hiu qu, k cc qu, khc thng qu.
to ra mt mu qung co sng to theo kiu gii tr thc s khng kh lm, nhng to
ra mt mu qung co sng to c kh nng bn hng th hon ton khng d. N i hi ngi lm
sng to phi c hiu bit rt su sc v sn phm, v th trng, v i th cnh tranh, v c bit
l cc hiu bit v nhm khch hng mc tiu.
Sau y l qui trnh ngc - lm gim bt s sng to mu qung co cho Ohrbachs ca Bill
Bernbach:

17

Trong cc phc tho trn y, mc sng to (tc mc n tng tc ng ca qung co sng

to) c chia ra lm 6 nc. Nc th su (tc hnh s1) l mc sng to cao nht (kh hiu nht- thu
ht sch , s t m cao nht), nc mt (tc hnh s6) l mc sng to thp nht (d hiu nht
tng ng nhm chn nht, d b ngi xem b qua nht).
Vo cui nm 2004 cng ty nghin cu th trng TNS phi hp cng vi mt cng ty qung
co ln tin hnh mt cuc nghin cu v thi quen xem qung co ca ngi tiu dng Vit Nam
(SAAVY 2004). Cuc nghin cu chia mc sng to trong qung co ra lm 8 nc. Cc chuyn
gia qung co tip th ti Vit Nam ch hiu v dm chp nhn qung co c nc sng to 3, nhng
ngi tiu dng bnh dn li rt d dng hiu (v thch th xem) cc qung co c nc sng to mc
5 (trn 8 nc).
Ti Vit Nam v hu ht cc nc ang pht trin, to c mt mu qung co sng to
kh, nhng mu qung co sng to c chp nhn s dng th cn kh hn vn ln.
Nhiu chuyn vin tip th khng quan tm hoc cha bit n c ch tc ng to hiu qu
ca qung co sng to. Mt khc h rt s phi a ra nhng qung co k d hoc bt bnh
thng. Do p lc cnh tranh v lo lng tht bi, hu ht nhng ngi ph trch tip th ti cc
doanh nghip s bt chc cch lm ca cc cng ty ln tc p dng cc k thut qung co c
in cn ngn sch ln (nh dng QC Testimonian, Slice of life hoc Endorsement).
18

 mt khc, khi nh gi qung co bng cch t chc cc bui tho lun nhm (Focus Group
Discussion), cc qung co mc sng to cao nht (tc c kh nng mang li hiu qu vt bc)
thng s b ngi tiu dng loi ra bi mc kh hiu ca n.
DI Y L MT S MU QUNG CO SNG TO NC CAO:

19

Mu qung co rt kho lo gy ra s t m cho ngi xem bng cc cu hi: Ti sao con ch

li pha bn ny theo s tng tng ca ngi n ng m? hoc: Ti sao ng cha s li t bt
tnh, l c li ra??
Mu qung co kch hot ngi xem hng th t suy ngh tm ra cu tr li: ming
hn hi qu, chu khng ni. V mu qung co kt li bng gii php cho tnh hung ny: nc sc
ming Lugryl Gii php cho s giao tip (Dng n trc khi ngi khc chu ht ni hi th ca
bn).

Qung co o lt nng ngc ROSSEK

Trong qung co cho loi Push-up Bra (o lt nng ngc cho n). Mu qung co to ra s t
m: Ci g ang xy ra y? Khng h thy sn phm, khng h c mt cu qung co c th no?
Ti sao li c mt khong trng gia ngi ph n v ngi n ng pha trc? Nu bn chm
ch suy ngh lu, bn s phi ln ci: cha m i. Nng ngc g m nng d vy, lm ngi ta
phi trnh xa c thc.

20

Vo gia nhng nm cui th k XX, hng th VISA vo th trng ng Nam chm chn
sau cc hng khc nh Master Card hoc JCB. VISA ngh cng ty qung co ca mnh l
BBDO ti chu sng to mt chng trnh qung co (thc t phi hiu l mt chng trnh
truyn thng tip th) nhm chim lnh th trng th tn dng ti khu vc ng Nam .
Cc kt qu nghin cu th trng cho thy nhm khch hng chnh c nhu cu s dng th
credit card l cc doanh nhn mi thnh t. a s hl nhng ngi tr tui, thuc tng lp bnh
dn v mi thnh cng trong kinh doanh, to c a v v c tin. Cc nghin cu chuyn su cho
thy nhm khch hng ny c mt nhu cu tim n (consumers insight) l mc d h giu c,
nhng bi xut thn l nhng ngi bnh dn nn h khng cu n v cch sng, khng mun b b
buc vo phong cch sng trng gi, kiu cch. Giu c v mun lm bt c g m h thch, sng
theo ng phong cch sng bnh dn ca mnh.
Hng qung co BBDO pht trin mt chin dch truyn thng din rng vi thng ip
VISA Gold He who have the gold makes the rules (Vi VISA Gold Ngi c vng th c
quyn t ra lut l). Ti c VISA GOLD v ti c th lm bt c g m mnh thch. Ti i m vin
v cho c con ch ca ti cng i, n cng c hng th nh ti, ai dm phn i no? Ti
khoi n hotdog (mt loi mn n rt r tin) v km vi caviar (tc trng c hi l loi cc k t
tin v phi n vi nhng mn n sang trng, nhng ni sang trng), ti chi ngng vy , ai
dm kin c g no?

21

Chin dch truyn thng ny tc ng vo ng nhm khch hng mc tiu v to c s

hng ng rt ln. VISA CARD tr thnh loi th tn dng smt ti ng Nam trong cha
y hai nm sau .

Qung co Tang Seafood Restaurant

Di y l hai qung co bo ca mt nh hng hi sn ti Singapore
Bn c th tng tng vo mt bui sng, khi m t bo hng ngy ra bn thy mt con cua
vi ci bm tc dng ngc k d chim trn c hai trang bo. Khng mt dng ch qung co.
Khng mt hnh nh gii thiu v sn phm hay cho bn dch v no c th. Ch c mt dng a
ch nh pha di v mt ci tn. Tht kh hiu?? Ri ngy hm sau na, bn s li phi ng
ngng t m khi li thy mt con cua vi lng nch l x chim kn c hai trang bo. Chuyn g
vy? Ch l ci g m l lng vy? Mnh th tm hiu xem ch l ci g. Eeh, c ai bit l
ci g khng?
Mu qung co ny p dng li chiu thc tng t nh mu qung co Orhbach ca Bill
Bernbach gii thiu mt nh hng vi mn cua bin c sc c nht v nh. Mu qung co ngay
sau to ra mt s lng ln khch hng nhiu n nu mun n n th bn phi gi in
t bn trc.
S KHC BIT GIA QUNG CO SNG TO
V SNG TO TRONG QUNG CO
Bn cn hiu cho ng rng Qung Co Sng To khc vi Sng To trong Qung Co.
Qung Co Sng To l mt k thut trong nhiu k thut qung co khc, cn Sng to trong
qung co l mt qui trnh to ra nhng cch thc qung co mi m ty theo cch thc th hin
khc nhau v trong nhiu dng khc nhau. Chng ta c th sng to trong vic a ra thng ip,
vit li qung co, sng to trong vic th hin hnh nh, sng to trong vic chn knh truyn
thng, sng to trong cch lp k hoch truyn thng, trong cch chn nhm khch hng mc tiu,
22

trong vic xy dng chin lc truyn thng, Sng to trong qung co cn l cch la chn cc
tnh hung, cc ct truyn, cc cch th hin mu qung co v hnh nh, mu sc, ni dung,... nhm
chuyn bin mt mu qung co theo k thut thng thng thnh mt mu qung co sng to.
Mt Qung Co Sng To l mt mu qung co c to ra vi k thut khu gi s t m,
thu ht s ch v qua kho lo gn vi thng hiu (hay sn phm), to n tng mnh v
thuyt phc ngi xem, lm h phi nh ti thng hiu mi khi c nhu cu s dng sn phm.
Chng ta c th p dng cng mt lc nhiu k thut qung co trong mt mu qung co.

23

Cu 4: C kin cho rng: Lm khuyn mi thng xuyn l t h thp gi tr thng

hiu. Cho v d?
Trong tnh hnh kinh t hin nay, qung co cho cc chng trnh khuyn mi, i h gi lin
tc xut hin, n ni bn c th hnh dung cnh cc CEO v CFO cng quyt h gi tng
doanh s, kim thm li, v buc cc anh CMO qung co nhanh khch hng cn bit.
Tuy nhin, c mt trc trc nho nh: khuyn mi thng xuyn khng phi l mt tng
hay. C th nu ra 7 l do khng nn sau:
Th nht, h gi, nht l h gi thng xuyn, khng phi l gii php lu di. u th quan
trng nht ca mt t khuyn mi l yu t bt ng. Tnh bt ng gip thu ht s ch ca ngi
xem vi qung co, nhng s chng cn g ng ngc nhin nu bn c khuyn mi ht t ny n
t khc.
Th hai, bt ng ch l bc khi u rt chng vnh, v ngay sau , ngi xem s bt ra
ngay cm xc tht ca h, c th l ting wow y thch th hoc ch xi mt cch dng dng!
Gim gi lin tc khin khch hng quen vi vic mua hng gi thp, v kh to ra nhng bt ng
khc trong tng lai.
Cc nghin cu trn ngi mua hng cho thy ch cn nhn thy bng gi l khch hng c
phn ng tiu cc. Theo bn nng, chng ai mun mt tin, do vic to ra nhng sn phm hp
dn hn, hay gi nn nhng hnh nh quyn r khin h qun mt cm gic b mc ti s to ra
mt tri nghim mua hng tt p.
Vn vi chin lc gi thp l n khng nhm vo bn cht thc ca hng ha, m ch l
mt cch cu vn tm thi gim mc cm thy b bc lt. y hon ton ch l mt gii
php tnh th.
Th ba, vic tp trung vo gi ch l tr chi v con s, tnh ton, v n y ngi xem t
trng thi t duy cm tnh no phi sang t duy phn tch ca no tri. y l mt tha hip bt
li. Kt qu t 880 chin dch marketing trong c s d liu ca IPA cho thy cc chin dch nh
vo cm tnh thng thu v gp i li nhun so vi c chin dch qung co o p, nh vo l tr.
Th t, qung co v gi dy ln nhng cu hi v cht lng ca mn hng. Theo cng thc
gi tr = cht lng/gi thnh, ta thy rng, gi thnh t nht cng c vai tr l im chun suy ra
cht lng hng ha. Gi thp s khin ngi khc ngh rng cht lng sn phm mi b th lng,
khng cao, hoc sn phm hin ti khng tng xng vi mc gi trc y. Ni mt cch ngn
gn, ca r l ca i.

24

Th nm, khuyn khch khch hng ra quyt nh theo hng gi thp, c tnh ton so o s
dn n nhng hu qu khn lng. Tri vi kin chung, cm xc ca chng ta mang li nhn
thc v gi. Ngi ta tng c tnh rng 95% hot ng suy ngh ca con ngi khng hon ton c
thc, do n rt cm tnh v hon ton nm trong gii hn ca cm xc. Khi b tch ri ra khi
s sng sut ca cm xc, ngi ta thng a ra cc quyt nh tiu dng khin h phi hi hn v
sau.
Th su, khi lng t trng b tn thng, mc trung thnh vi nhn hiu s gim st. Lng
trung thnh l mt th cm xc, do , lm sao mt ngi cn thy trung thnh nu h pht hin ra
gi r l dnh cho tt c mi ngi, khng ch ring h? Doanh nghip s mt nhiu hn c.
Khch hng hin ti s tr t tin hn cho nhng sn phm h mua (v c th khng mua ln na
nu bn gi gc). Cn vi nhng khch hng mi chy theo gi r, lng trung thnh ca h tan bin
ngay khi t gim gi kt thc.
V cui cng, th by, mt thng hiu gim gi l mt thng hiu khng nht qun. Mt
cch nh gi chnh xc mc ng tin cy ca mt c nhn hay cng ty l mc hnh x nht
qun ca h. Trong cc qung co v khuyn mi, hnh nh cng ty tr nn m h. V tnh, bn tr
thnh mt thng hiu gim gi, hoc t ra v thiu t tin, v iu ny khng hp dn cht no vi
cc i tng m bn theo ui.

V d minh ha
Nhiu doanh nghip xem khuyn mi khng ch l cng c kch thch tiu dng, tng doanh s
bn hng m cn l mt hot ng marketing, cm n khch hng v xy dng hnh nh thng
hiu. Tuy nhin, khng t chng trnh li phn tc dng khi doanh nghip khng kim sot c
khuyn mi.
Cui thng 5/2009, Cng ty Samsung Vina t chc chng trnh khuyn mi Crazy Sale cho
khch hng mua in thoi cm ng SamsungStar ch vi gi 9,99USD. Tuy nhin, do khng lng
trc s c, chng trnh tr nn mt cuc chen ln, x xt gia hng trm khch hng. Cha k,
khch VIP mun mua hng cn phi qua mt hnh trnh xp hng tm vn may qua mn hnh cm
ng khin h c cm gic b hnh v la di.
Trc , hng ngn ngi dn ti TP.HCM cng chen ln, ginh git nhau vo Trung tm
thng mi Parkson trn ng L Thnh Tn (Q.1) tham gia L hi mua sm VIP do Parkson
v Sacombank t chc, vi hy vng mua c nhiu hng gim gi v nhn qu tng t l hi. Tuy
nhin, rt nhiu ngi phi tc gin b v v phi chen ln hn lon, nht l khi i thip VIP ly

25

c 4 phiu qu tng tr gi 150.000 ng, khch hng c inh ninh s c gim gi 600.000
ng hoc nhn qu tng tr gi tng ng nhng ri chng c g.
Trong cc trng hp trn, ng ph ca doanh nghip thng l ngng chng trnh, sau
gi thng ip xin li khch hng cng li ha s bi thng thit hi hoc gi qu tng cng phiu
mua sm. D vy th thng hiu ca h cng li n tng khng tt trong lng ngi tiu
dng.

Qun
l
khuy
n
mi
hiu
qu
l
cch
xy
dng
th
ng
hiu
v
bn
hng
tt
26

Nhiu khch hng bc xc: Lu nay, nghe tn Samsung, Parkson, l nhng cng ty ln,
chng ti rt tin tng, u ngh h coi thng khch hng v thng hiu ca mnh nh vy. V
pha doanh nghip cng tha nhn, vic t chc cc chng trnh khuyn mi u nhm mc ch
tri n khch hng thn thit, to s gn gi gia thng hiu vi ngi tiu dng, nhng do khng
lng trc s ngi tham d v nhiu s c khc.
Khuyn mi c th c s dng t c nhiu mc ch: gia tng doanh s, xy dng
thng hiu, lm si ng tr trng cnh tranh, thu ht nhiu khch hng mi... Hiu qu ca
chng trnh khuyn mi c nh gi bng cch so snh, i chiu s tin b ra vi s thnh
cng ca n.
Trong bi cnh th trng c chng trnh kch cu hin nay, khuyn mi ang din ra si
ng v dng nh tr thnh mt th vn ha bn hng. Tuy nhin, do khng kim sot c, nhiu
chng trnh li nh hng xu n vn minh thng mi.
Theo ng on nh Hong, chuyn gia t vn thng hiu: Trc khi tung ra chng trnh
khuyn mi, doanh nghip cn xc nh mc tiu, sau chn la hnh thc ph hp nh gim gi,
tng qu, i hng, tng phiu... Thng thng, nhng din bin khng ng c xy ra trong khuyn
mi khng lng c nn phi c ngi chuyn trch gii quyt nhanh tnh hung.
Cn bit, mt chng trnh khuyn mi thnh cng khng phi l
s lng ngi n m l cht lng sn phm a ra v s hi lng

9 thng u nm, B

ca khch tham d. Vi nhng doanh nghip c li th, nh v l Cng Thng xc nhn

thng hiu cao cp trong tm l khch hng th khng nn khuyn ng k trn 250 chng
mi. Bi nu khuyn mi bng hnh thc gim gi, doanh nghip t i trnh khuyn mi thuc
ngc li chin lc pht trin ca mnh, t h thp gi tr sn phm, thm quyn x l ca B
vi tng gi tr gii thng

gi tr thng hiu.

Mt doanh nghip sn xut hng thc phm ch bin tha nhn: ng k trn 370 t ng.
Do thng xuyn a ra chng trnh khuyn mi tip th sn
phm nn hin nay, a s khch hng c thi quen ch mua hng gim gi hoc khuyn mi t cng
ty. Do , sn phm ca chng ti ang trong tnh trng phi gim gi v gim lun gi tr thng
hiu, trong khi tiu ch ban u l hng n s cao cp.
gc qun tr, ng Lu Nht Huy, Gim c iu hnh Vin Pht trin Qun tr v Cng
ngh mi (IMT) chia s: Khi thc hin khuyn mi, cc doanh nghip cn ch n khch hng
mc tiu, xem h thch khuyn mi theo hnh thc no (qu tng, gim gi, rt thng...) v nh v
thng hiu thit k chng trnh cho ng, ch khng nn phn ng kiu i th lm mt ta
lm gp i.
27

Th hai, thng tin khuyn mi phi ghi r thi gian, gi tr v i tng thc hin trnh
phn cm khi ngi tiu dng n ri hm hc ra v v thy mnh b la. V vy, khi thc hin
khuyn mi, cc doanh nghip nn cn thn cn bng gia chi ph v cht lng sn phm, hay
ni rng hn l li ch ca ngi tiu dng.
HOT NG KHUYN MI - LI V HI
Hin nay, trong mi trng cnh tranh gay gt, cc nh sn xut p dng hnh thc bn hng
khuyn mi nhm kch cu tiu dng tng doanh s. Tuy nhin, bn cnh mt tch cc l nhng
biu hin tiu cc cn chn chnh.
Li c i bn
Dp thng 9 ny, Siu th Big C Vinh ang trin khai 3 chng trnh khuyn mi mi gm: Mua
nhiu, tit kim nhiu, Ti yu sn phm Vit Nam v V mm xanh Vit p dng cho hn 2000 mt
hng c mc gim gi t 5% - 49% cng nhiu qu tng hp dn. Ch Trn Th Lin - Khi 14, phng
Trng Thi (TP.Vinh) mua b o gi Cotton VGKB 40 - 60cm gi 38 ngn ng/b, khi chn mua 2 b, ch
Lin ch thanh ton 62.900 ng, tit kim c 29.100 ng, tng ng 31% gi tr. Cng vi cc mt
hng bnh dn khc, cc sn phm thng hiu Vit ti siu th nh: gi la, xc xch Vissan, nc mm
Thi Long, bi nm roi, gia dng, nha i ng Tin,... u c mc gim gi hp dn t 5% - 49%.
Ngoi ra siu th Big C cn t chc nhiu chng trnh khuyn mi tng cng khc nh: Th T Siu Tit
Kim (mua hng ng gi 10.000, 16 loi thc phm ti sng gi vn). Khuyn mi gi sc, khuyn mi
cui tun 3 sn phm ti sng. Vo cc dp khuyn mi ti siu th, sc mua tng gp 5, gp 7 ln so vi
ngy thng.
Cc chng trnh khuyn mi may ri ti cc doanh nghip bn hng in t, in thoi, ngn hng,
cc siu th trin khai y , ng lut vi nhiu chiu thc khc nhau: Quay s trng thng, bc
thm trng thng, th co trng thng Ti cc ch, i l, cc chng trnh khuyn mi thng
thng cng din ra u n. Ch Trn Th Lch - Ch ca hng bch ha tng hp, s 69 H Tng Mu
(ch Qun Lau), cho bit: Chng trnh khuyn mi hng bnh, sa thng thng 2 - 3 thng/ ln, ring
dch v khuyn mi np th co cho khch hng din ra nh k vo cc ngy gia v cui thng, mc
khuyn mi np th 25 - 50% gi tr th np. Doanh s bn th co cho ngi tiu dng dp khuyn mi tng
50% so vi ngy thng.
B Trn Th Minh Chu - khi 5, phng Ca Nam (TP. Vinh), cho bit: Vo cc thi im khuyn
mi ln ti Siu th Hng Giang, Siu th Big C, ti u c mt mua sm. Cc sn phm qu tng nh:
thau nha, r r, m phm u rt tt, c xut x r rng nn yn tm s dng.
Theo thng tin t phng Qun l thng mi, S Cng thng, t u nm 2014 n nay phng
tip nhn trn 5000 thng bo trin khai chng trnh khuyn mi, tng gp 2 ln so vi nm 2013; c 35
chng trnh khuyn mi may ri, bc thm trng thng, tng 30% chng trnh so vi cng k nm 2013.
Tng gi tr gii thng cc chng trnh khuyn mi t gn 3 t ng. iu ny cho thy hot ng

28

khuyn mi din ra ht sc si ng. Qua , nhiu doanh nghip thu ht c ngi tiu dng tm n vi
sn phm ca mnh, tng doanh thu bn hng, gip ti sn sn xut, m rng kinh doanh. c bit, vi t
trng trn 95% l hng Vit Nam, 15% l hng nhp khu, vic trin khai cc chng trnh khuyn mi ti
siu th Big C Vinh gip doanh nghip v cc nh sn xut d dng a cc sn phm hng Vit n tn
tay ngi tiu dng.
By khuyn mi
Bn cnh , nh vo tm l ca ngi tiu dng, nhiu i tng, mt s nh sn xut dng
chiu bi khuyn mi nh: gim gi c bit, gi r tin dng vi mc ch y hng tn, bn hng km
cht lng, nh la ngi tiu dng nhm trc li. My ngy qua, ti ng 4 hnh lang ng Tu Tnh giao
nhau vi ng Nguyn S Sch (i din bnh vin ng y c truyn TP.Vinh) xut hin im bn gim
gi c bit 30% cc sn phm chn ga, gi, nm c gii thiu l hng H Ni chnh gc, gi r cha
tng thy. B ga tri ging gi 80 - 190 ngn ng/ci, v gi 30 - 50 ngn ng/i, rut gi bng xn 50 60 ngn ng/i. c bit, mt s loi nm c by bn mang nhn hiu Vit Hn cng ngh dit khun
nano Tet gi 1,3 - 1,5 triu ng/chic, nm siu nh gi 280 - 300 ngn ng/chic.
Ring sn phm c gn nhn mc m bng Pe-gm ca Hn Quc c gi 1.750 ngn ng/chic,
trong khi sn phm ny ngoi th trng gi bn 3.050 ngn ng/chic. Quan st k cc sn phm khng h
c nhn mc, tem ph ghi trn sn phm, cht liu vi, ng may rt th s, cc loi nm khng c n
hi, nn khng cao, ng nt g gh, cu th. Ch L Th Nhung - khi Trung Tin, phng Hng Dng
(TP.Vinh) sau mt lc ngm ngha, xem xt k mt hng nm, v gi ti im bn hng trn quyt nh
khng mua sn phm, v theo nh gi ca ch y l hng khng c xut x, km cht lng.
Lc lng cnh st trt t Cng an TP Vinh c mt, lp bin bn x l chic xe bn hng ny v li
vi phm trt t hng lang ATGT theo quy nh ca php lut. D lun cn quan tm vic cch y khng
lu, ti x Hng Phc (Hng Nguyn) Cng ty CP Quc t gia dng Phng Nam (H Ni) li dng hi
tho bn sn phm ni a nng chn khng. Vn t ra y l mc d trong cng vn hng dn,
S Cng thng, Phng Cng thng huyn Hng Nguyn ch ng cho Cng ty ny t chc hi tho v
gii thiu sn phm, song thc t cng ty bn hng trm sn phm ni mp m v kim nh, khng c
ha n chng t.
S Cng thng c cc thng bo hng dn v vic t chc thc hin bn hng khuyn mi cho
thng nhn ti cc a phng, yu cu khng c trin khai khuyn mi ti 50% gi tr sn phm bn.
Nu chng trnh khng c ngi trng thng, doanh nghip trch np 50% gi tr gii thng cho c quan
nh nc. n v t chc bn hng khuyn mi khng ng k, khng thng bo, khng bo co kt qu,
khng cng khai kt qu trn cc phng tin thng tin i chng th b x pht t 3 - 20 triu ng theo
iu 48, Mc 7 Ngh nh 187/2013/CP ca b Lut Thng mi. Pha chnh quyn cc a phng c trch
nhim hng dn hot ng cho thng nhn trn a bn mnh m bo cng khai, minh bch, an ton.
ng thi cc a phng c bo co thng tin thng xuyn v s i vi hot ng ny.

29

Tuy nhin, qua trao i vi b Trn Th M H - Trng phng Qun l thng mi, S Cng thng,
c bit: Lu nay, cng tc gim st hot ng chng trnh khuyn mi may ri kh m bo, an ton
cao, cht lng hng tt. Cn li, cc chng trnh khuyn mi khc rt kh kim sot, nguyn nhn mt
phn do khi lng hng ha ng k bn ln, cc doanh nghip a phn, khng c tr s Ngh An nn
kh theo di. c bit, a bn tri rng, lc lng chuyn trch ngnh mng, thanh tra ngnh ch c 4
ngi, cp huyn c 1 cn b chuyn trch, cn b QLTT c gn 100 ngi.
Nh vy, hot ng khuyn mi ca cc doanh nghip i vo n np, gp phn n nh th trng,
m bo quyn li chnh ng, hp php cho ngi tiu dng, cc ngnh chc nng lin quan cn t chc
cng tc gim st cc chng trnh khuyn mi; tng cng kim tra, kim sot, x l cc trng hp vi
phm, c bit, vic nng cao hiu qu phi hp gia cc ban ngnh chc nng v a phng l ht sc
cn thit.

30

Cu 5: So snh u khuyt im ca 2 phng tin Tivi v Internet? Nhng tin b cng ngh
thng tin hin nay mang n nhng li ch g cho ngi lm qung co?
a. u khuyt im ca 2 phng tin Tivi v Internet
U IM

TIVI
Kt qu nghin cu th trng

truyn thng cho thy tivi l dng

tu khoa hc v i nht ca th k

gia nh ph bin nht ti Vit Nam,

20

vi 83% h gia nh c tivi, trong

27% h gia nh c t 2 tivi tr ln.

INTERNET
Internet c xem l mt thnh

ngi ni mng internet (chim 19%

Kt hp tt gia m thanh, mu
sc, hnh nh, d lin tng.

n 2007, th gii c trn 1,2 t

dn s th gii), ng nht l chu .

L khai thc qung co trn cc

Phm vi rng.

website, google search, cc mng x

Phm vi a l c chn lc.

hi, cc forum, E-Maketing, hiu qu

Tn sut cao.

c th o lng c lun i tng

D gy s ch , c tnh hp dn.

khch hng tim nng cho nhiu sn

Chi ph phn ngn thp.

phm ang c xu hng s dng

internet ngy cng tng.

Qung co trn internet tuy cn

thp so vi cc phng tin khc
nhng s gia tng ng k trong tng
lai do s pht trin cng ngh, s bng
n vic s dng internet.

Mc truyn thng tin rng trn

ton th gii.

Thng tin qung co c th thay

i, cp nht d dng, nhanh chng.

C th o lng khch hng lt

qua v c qung co trn mng.

L phng tin tt nht tip

cn th trng th gii v thch hp
gii thiu sn phm: du lch, thi
trang, nh , sch bo, qu tng

31

Thng tin qung co nhanh n

mc gn nh tc thi, rng, chi ph r.

L mt hnh thc mi, cha c

Khng chn lc khn gi.

C th b nhm chn, b qua.

khai thc nhiu, dch v cn nhiu

Thi gian qung co ngn.

thiu st.

Chi ph cao (chi ph tuyt i

Thng tin ch n c mt nhm

khch hng c my tnh v s dng

cao).

mng, c trnh hc vn cao.

Tui th ngn.

KHUYT

Thiu nhng phn khc r rng.

IM

Mc kh khn thay i.

Thng tin d b b hoc c s

lc.

Thi gian qung co ngn.

Cht lng hnh nh, mu sc

km.
Chi ph qung co trn mng s

c xu hng gia tng trong tng lai.

b. Ngi tiu dng s c th mua hng thng qua mng internet v c th giao dch
tng tc vi cc cng ty thng qua h thng truyn thng cp. Vy nhng tin b truyn
thng ny c nhng li ch g i vi ngi lm qung co?
Truyn thng l g?
C rt nhiu cch nh ngha khi nhim truyn thng. Truyn thng l qu trnh chia s
thng tin, l mt kiu tng tc x hi trong c t nht hai tc nhn c nhng qui tc v tn hiu
chung. N l s lun chuyn thng tin v hiu bit t ngi ny sang ngi khc thng qua cc k
hiu, tn hiu c ngha. Truyn thng l mt qu trnh khch quan, l logic tt yu trong tin trnh
ca nhn loi v nhng h qu tch cc m n mang li.
Qung co l g?
Qung co l hnh thc tuyn truyn c tr ph hoc khng thc hin vic gii thiu
thng tin v sn phm, dch v, cng ty hay tng, qung co l hot ng truyn thng phi trc
tip gia ngi vi ngi m trong ngi mun truyn thng phi tr tin cho cc phng tin
truyn thng i chng a thng tin n thuyt phc hay tc ng n ngi nhn thng tin.

32

Qung co l nhng n lc nhm tc ng ti hnh vi, thi quen mua hng ca ngi tiu
dng hay khch hng bng cch cung cp nhng thng ip bn hng theo cch thuyt phc v sn
phm hay dch v ca ngi bn.
Li ch h thng truyn thng cp vi ngi lm qung co:
Internet:
Internet hin l knh marketing trc tuyn ch yu doanh nghip thit k trang web ca mnh cha
nhng thng tin v sn phm v doanh nghip.
Ngi tiu dng s c th mua hng thng qua mng internet v c th giao dch tng tc vi cc
cng ty thng qua h thng truyn thng cp. Di y l mt s trang web mua sm:
Nhng tin b truyn thng ny c nhiu li ch i vi ngi lm qung co:
Tit kim chi ph qung co: Khi c mt website kinh doanh, doanh nghip c th s dng
chnh website qung co cho sn phm ca h. iu ny gip cc nh qung co tit kim chi
ph thay v phi thu ch trn cc trang web khc qung co.
Qung co c nhiu sn phm: Ngi s dng internet c th s dng cc trnh duyt ph bin
truy cp, tm hiu thng tin, trao i v t hng mt sn phm c th p ng nhu cu ca h,
ng thi h s tip cn vi cc sn phm khc, l s tip cn khng ch ch. V d: ngi tiu
dng d nh mua mt ci m trn trang hotdeal.com, khi khch hng truy cp vo trang web ny
th ngoi xem cc mu m h cn c xem cc kiu o thun, o khoc, Nh vy, iu ny gip
ngi qung co va bn c sn phm ny, va gii thiu c sn phm khc.
C hi qung b khng gii hn: Website ca doanh nghip chnh l mt vn phng giao dch
kinh doanh ton cu lun m ca 24h/ngy, 7 ngy/ tun v 365 ngy /nm. Bt k ai, d u u
c th gh thm vn phng ca ny. iu ny gip nh qung co qung b sn phm vi tng sut
ti a.
To ra c hnh nh v mt doanh nghip c t chc khoa hc v hiu qu: Vi vic t
chc cc thng tin trn website ca mnh hng ti li ch ca khch hng th khch hng s d
dng khai thc cc thng tin trn website ca doanh nghip. V khi khch hng hi lng th doanh
nghip xy dng c hnh nh tt p v mnh trong tm tr v tnh cm ca khch hng, t
khch hng s d dng chp nhn v tin cy qung co.
Gii thiu sn phm sinh ng: Nu sn phm c bn l nhng chic my th khch hng s
thc s b thuyt phc khi nhn thy n hot ng ra sao. Internet m ra cho nh qung co nhiu
cch thc gii thiu sn phm tht sinh ng ti khch hng thng qua Website bng hnh nh,
33

m thanh, cc on phim ngn, iu ny s khin cc khch hng tim nng s n vi ta nhiu

hn, khng mt quyn sch gii thiu no c th lm c nh vy.
Cng ng: Truyn thng mng l cng c tt nht xy dng mt cng ng khch hng. Vi xu
hng chia s thng tin, ngi dng bit n thng hiu ca bn s tng theo cp s nhn. Khi mt
ngi cm thy sn phm, dch v tt, h s ko theo bn b, ngi thn bit n nhng sn phm
y. Ngi lm qung co cn c th c li nh nhng cm nhn ca khch hng thng qua nhng
on hi thoi ca h trn mng x hi, din n. Qua doanh nghip c th bit c khch hng
thch g v khng thch g, nhng th thu c ny c th c gi tr v t gi hn c nhng kho st
th trng tn km.
Li ch h thng truyn thng cp vi ngi lm qung co:
TIVI:
Truyn hnh thc s l mt phng tin tip cn vi hu ht moi i tng. Khng c mt phng
tin no khc ngoi truyn hnh trong gi pht hnh chnh c th tip cn gn n 60% s h gia
nh c nc. V vy khi ngi tiu dng giao dch tng tc vi cc cng ty thng qua h thng
tivi cp, s c nhng li ch cho cc nh qung co:
Truyn ti thng ip d dng: Ngoi vic giup doanh nghip tng tc vi khch hng, nh c
tnh v m thanh v cc hnh nh chuyn ng ca TV, nh qung co truyn ti thng ip cho sn
phm ca ho mt cch y , chi tit v sng ng nht.
Cho hng lp li lin tc: Bng h thng truyn thng cp, ngi lm qung co c th nhc nh
khch hng lin tc v nhng sn phm ca mnh, iu ny lm gim chi ph qung co cng nh
gim ng k thi gian gii thiu sn phm.
Cung cp thng tin chi tit v sn phm v cch mua hng: Khng nh qung co thng thng
trn tivi, bn hng theo phng php tng tc vi khch hng thng qua tivi s c nhiu thi gian
ni v sn phm, cc tnh nng vt tri cng nh gi tr m khch hng s nhn c. Ngoi ra,
ngi lm qung co cn c th cung cp cho khch hng cch lin h vi cng ty, cc phng thc
thanh ton, thi gian giao hng...
Tn dng c sc mnh ca testimonial cng nh khch hng sn c: Qung co hin nay l
thng tin sung mt chiu, sn phm no cng tt v u vit, khch hng ang dn mt lng tin vo
nhng li gii thiu . V vy, nh c h thng truyn thng tivi ny, ngi lm qung co c th
a ra nhng giy chng nhn, phng vn khch hng s dng sn phm trn chng trnh
qung co ca h.
Phn khc r rng: Hin nay cc chng trnh qung co trn cc knh bn hng tivi u chia ra
r rng cc loi sn phm nh in t, hng ho chm sc sc p, gia dng... iu ny gip
ngi qung co d dng gii thiu sn phm v hng ti khch hng mc tiu.
34

 Tn dng ti a s tip xc vi khch hng: nhng qung co thng thng, khch hng
khng th bit c khi no sn phm c trnh chiu v thng tin v sn phm cng khng r
rng, buc h phi tm hiu thm. Ngoi ra, nhiu khch hng khng c thi gian ra ngoi i xem
sn phm m h cn. Bng h thng truyn thng qua cp tivi ny, ngi lm qung co c th m
t hon chnh v sn phm m khng lm mt nhiu thi gian, cng sc i li ca khch hng.
n gin ho vic bn hng: Thng thng th qung co tn rt nhiu chi ph gii thiu sn
phm nh: to ra qung co v trnh chiu, nhn vin tip th, nhn vin chm sc khch hng...
knh bn hng ny, vic tng tc vi khch hng n gin hn nhiu, ch cn h ngi nh, xem
thng tin v sn phm v nhc my ln mua hng.
NHN NHN
T c th nhn thy, Qung co v PR u cn thit v c vai tr ring hu ch, c hai cng
tn ti v thc hin hp l, va phi s mang li kt qu tt p cho c doanh nghip ln khch
hng, ngi tiu dng. Khng th nh ng gia Qung co v PR, v bn cht y l 2 cng c
trong mt phi thc chiu th, khng th ni cng c no tt hn cng c no. mi trng hp c
th th Qung co hay PR s pht huy tt nht tc dng ca n. V vic phi hp ng n s mang
li hiu qu ti u.

35

Cu 6: Thun li v kh khn cc phng thc khuyn mi theo cc tiu ch:

- Thu ht khch hng mi.
- Gi khch hng hin ti.
- Xy dng hnh nh nhn hiu.
Theo sch Qun tr Chiu th ca Hong Trng MBA v Hong Th Phng Tho MBA th
khuyn mi vi cc mc tiu: thu ht khch hng mi, gi khch hng hin ti v xy dng hnh
nh nhn hiu l cc hnh thc khuyn mi dnh cho ngi tiu dng. V vy y ch i su vo
phn tch thun li v kh khn theo cc tiu ch thu ht khch hng mc tiu, gi khch hng hin
ti v xy dng hnh nh nhn hiu ca cc hnh thc khuyn mi dnh cho ngi tiu dng.
a. S lc mt s hnh thc khuyn mi dnh cho ngi tiu dng
-

Hng mu

Hng mu l nhng phin bn nh hn ca sn phm thc t, cha mt lng va ngi

tiu dng c th nh gi c tnh cht ca sn phm. Hng mu c min ph trao tn tay ngi
tiu dng dng th, vi tng l hy sn phm t n qung co.
Qu tng

Qu tng l nhng mn hng c biu khng hay bn vi gi gim cho ngi mua hng
khuyn khch h mua mt loi hng no .
Cc hnh thc qu tng ph bin nht l:
Qu tng trc tip: qu kp trong gi hng, qu trong gi hng v qu kp trong gi

hng.
Qu tng theo yu cu.
Qu tng ngi nhn phi tr mt phn.
Qu tng theo phiu thc hin lin tc.
Qu tng ti ch.
Phiu mua hng

Phiu mua hng l phiu xc nhn c phn phi bi nh sn xut hay ngi cung cp v
c hon li ti im bn l cho nh sn xut hay phn phi, to cho ngi dng mt c hi mua
hng vi gi u i mt loi sn phm no .
-

Thi c thng v x s

Hnh thc thi i hi ngi tham d phi s dng mt k nng no c so snh vi

ngi khc. Mt hi ng gim kho s nh gi v trao cc gii thng.
X s l mt tr chi may ri, khng yu cu ngi tham d phi chng minh mt k nng
no ht. Ngi trng gii c la chn mt cch ngu nhin thng qua vic bc thm cc phiu
tham gia ca nhng ngi d cuc x s.
-

u i ngi tiu dng

36

L hnh thc chiu th ngn hn to iu kin cho ngi tiu dng tit kim trong vic mua
sm sn phm. u i ngi tiu dng gm hai hnh thc l:
Gim gi trc tip: to iu kin cho ngi tiu dng mua mt loi sn phm no c
mc gi thp hn mc gi bnh thng.
Thng thm hng: to iu kin cho ngi tiu dng mua mt lng hng ha nhiu hn
m vn vi gi bnh thng.
b. So snh kh khn v thun li ca cc phng thc khuyn mi theo cc tiu ch
Khuyn mi i vi ngi tiu dng bao gm cc k thut: t chc cc cuc thi cho ngi tiu
dng, s x trng thng, phiu mua hng u i, hng mu dng th, nhng hnh thc u i cho
ngi tiu dng. Mi k thut u c nhng mt mnh v mt yu ring.
Mt s cuc nghin cu c tin hnh o lng tc ng ca cc bin php khuyn
mi i vi hiu qu thu ht ngi tiu dng dng th sn phm mi, gi chn khch hng v xy
dng hnh nh nhn hiu.

hng mu

x s

qu tng

gim gi/thng hng

phiu mua hng

0

50

100

150

200

250

300

Hnh 1: Tc ng ca cc phng php khuyn mi trong vic thu

ht khch hng mi.
-

Nhng thun li v kh khn ca tng phng php trong vic thu ht khch hng mi
Thun li
Hng mu

Kh khn

C th trao tn tay cho khch hng ca - Ch c s dng khi tim nng

i th, khuyn khch h dng th v so

th trng c kh nng thnh

snh vi sn phm ang s dng.

cng ln.

37

Th hin c nhng u im ca sn
phm, v khuyn khch ngi tiu dng
mi s dng sn phm.

Khch hng thng dng th hng mu

do h mua hn l hng mu c biu
khng.

X s

S quan tm ngy cng tng ca ngi - Ch c mt s i tng nht

tiu dng i vi cc hnh thc tr chi

nh mi quan tm v tham d

may ri.

cuc thi hay x s.

Tng thm nhiu hnh thc khuyn mi - Khng to c nhiu kh nng

c th hp dn ngi tiu dng.

Qu tng

th sn phm.
To c s p ng nhanh chng ca - Sn phm tng km c th b
nghi ng v cht lng.
khch hng khi qu tng hin ra trc
- Qu tng phi c gi tr hu
mt.
dng v thu ht i vi i
Hp dn c mt ngi mua.
tng khch hng mun

Kch thch s mua hng khng ch nh

hng n v th i hi

trc.

doanh nghip phi c s

Hp dn ngi mua khi sn phm khng

c g khc bit so vi cc sn phm cnh
tranh khc.

nghin cu k lng v c th
chi phi dnh cho qu tng l
cao trong nhiu trng hp.

C th li ko nhng khch hng s dng

nhng nhn hiu cnh tranh sang s dng
nhng nhn hiu ca cng ty v tr thnh
ngi s dng thng xuyn

Gim gi

Thng hng
Hon tin

Kch thch mua hng bi ngi tiu dng - To hnh nh khng tt trong
s c th so snh mc gi sn phm c

tm tr nhng khch hng mi

khuyn mi vi sn phm ang s dng

nu gim gi trong thi gian

(i vi nhng ngi tiu dng cha c

di.

s trung thnh thng hiu).

-

Khuyn khch vic mua hng bc ng,

khng c ch nh trc.
38

Phiu mua

hng

C th pht trn din rng v pht trc - Ngi tiu dng ngi tham d
tip cho nhng khch hng mc tiu

khi c th phi tn chi ph bu

nh.

in, v tn thi gian v cng

Lm cho sn phm khc bit vi nhng

sc.

sn phm tng t.

hng mu
x s
qu tng
gim gi/thng hng
phiu mua hng
0

50

100

150

200

250

300

Hnh 2: Tc ng ca cc hnh thc khuyn mi i vi vic gi

khch hng hin ti
Mt s bin php khuyn mi chng t s thnh cng trong vic gi chn cc khch hng
hin ti. Bn cnh tc ng nh mt cng c khuyn khch th hng, phiu u i c nh hng
ng k trong vic thc y vic mua hng lp li. Tng t nh vy, thng thm hay gim gi
trc tip l nhng cch khuyn khch thnh cng thu ht v duy tr ngi tiu dng, v chng
kch thch mua hn mt n v sn phm thng qua vic a ra cc phn thng ngay lp tc.
-

Nhng thun li v kh khn ca tng phng php trong vic gi khch hng hin ti.
Kh khn
-Nhc nh khch hng v tnh u vit - Hng mu phi th hin c tnh nng
u vit ca sn phm.
ca sn phm v khuyn khch khch
Thun li

Hng mu

hng nn tip tc mua sn phm.

- Ngn sch phi cao qung co

phi hp vi chng trnh khuyn
mi.

X s

-To lp c s lng khch hng n - V mang tnh cht may ri nn cha tht
mua sm ti cc ca hng bn l.
39

s thu ht nu c cu gii thng

khng hp dn, hot ng tuyn

truyn, qung co khng ln.
- Khch hng d dng th v b qua v
tnh cht may ri ca chng trnh
khuyn mi khng th hin v n
p c s trung thnh ca nhm
khch hng lu nm.
Qu tng

-Lm tng mc s dng sn phm - Khng c p dng hnh thc ny mt

trong trng hp qu tng c b

cch thng xuyn, v nu p dng

sung cho sn phm chnh.

thng xuyn th ngi tiu dng s

-Qu tng l vt cha hng gip to

b l thuc vo khuyn mi. H s i

n khi no c khuyn mi th mua.

thm kch thch khi mua hng.

-Ngi tiu dng thch hnh thc ny
hn v h ch cn b ra phn chi ph
thp hn so vi phn gi tr nhn
c.
-Xy dng c s trung thnh ni
khch hng hin ti v h cn phi s
dng sn phm trong mt thi gian
di lin tc tch ly gi tr phiu
nhn c mt mn qu hu
ch. VD: chng trnh khuyn mi
tch ly np kem Cornetto i qu
hoc c c hi nhn v Red tour ca
Taylor Swift.
-C th khuyn khch ngi tiu dng
mua s lng ln.
Gim gi
thng hng
hon tin

-Tng s ham mun mua hng v s hu - Khng c s dng hnh thc gim gi
s lng nhiu, ni khch hng

mt cch thng xuyn v nhng ln

thng xuyn.

khuyn mi nh vy s lm cho
ngi tiu dng cng thc v gi v
40

cng t trung thnh vi nhn hiu.

- Ch hiu qu khi p dng cho cc nhn
hiu mi.
Phiu mua
hng

-C th khuyn khch lp li hnh vi - i vi phiu mua hng vi mc ch

mua i vi sn phm mua.

mua lp li mt hng th khng c

-Kch thch ngi tiu dng mua hng

nhiu gi tr i vi cc mt hng lu

thng xuyn hn hay mua nhiu

bn v t tin nh TV, t lnh, xe,

hn mt mn hng no .

- i hi gi tr v phm vi s dng

-Gim i mc hp dn ca cc nhn

phiu mua hng rng v a dng

thu ht ngi dng, i hi vic c

hiu cnh tranh.

mng li lin kt s dng, chp

nhn thanh ton rng.

hng mu

x s

qu tng

gim gi/thng hng

phiu mua hng

0

20

40

60

80

100 120 140 160 180 200

Hnh 3: Tc ng ca cc hnh thc khuyn mi i vi vic xy

dng hnh nh nhn hiu
X s v qu tng tr mt phn l hnh thc khuyn mi tuyt ho nu tng cng hnh nh
ca nhn hiu.
-

Nhng thun li v kh khn ca tng phng php trong vic xy dng hnh nh nhn hiu.
Thun li
Hng mu

Kh khn

-Nhc nh v khc su hnh nh nhn - i hi cht lng hng mu phi cao

41

hiu vo trong tm tr ngi tiu

v thuyt phc c ngi dng.

dng.
-To s lin kt d dng gia nhn hiu
vn quen thuc vi dng sn
phm mi ca nhn hiu.
X s

-To thm sc sng cho hnh nh nhn - Lm tng tnh nhn din thng hiu
hiu.

nhng khng c tc ng mnh ti

-Lin kt trc tip vi mt sn phm

hay mt v tr c th, c th nhm

tnh cm ca ngi tiu dng i vi

nhn hiu.

vo mt nhm i tng khch hng - i hi khu t chc v trao gii r

nht nh, t c v tr trng by

rng, minh bch v d hiu, trnh s

tt tai cc ca hng v nng cao hnh

c khng ng c d tn thng ti

nh thng hiu.

hnh nh xy dng by lu trong

tm tr khch hng.

Qu tng

-Lun lun nhc nh ngi tiu dng v - Cht lng v tnh hu dng ca qu
sn phm khi h s dng qu tng l

tng nh hng trc tip ti cm tnh

vt cha hng (v d: ngi tiu

v suy ngh v nhn hng i vi

dng s dng hp bnh Danisa

ngi tiu dng khi s dng. V th

ng ).

i hi c s u t, lng nghe v
trau chut c sn phm chnh v
qu tng km em li hiu qu
cao nht c th.

Gim gi
Thng hng
Hon tin
Phiu mua
hng

-Vic kch thch mua hng i vi - S dng thng xuyn c th lm gim

khch hng mi hay thn thuc u

gi tr hnh nh nhn hiu.

gp phn lm tng tnh nhn din

thng hiu trn th trng.
-Tng s gn gi, quen thuc ca nhn - Gi tr v tnh hu dng ca phiu mua
hng i vi ngi tiu dng thng

hng phi xng ng v th hin

qua hnh thc ny.

c v th ca nhn hng trn th

trng v hnh nh trong tm tr
ngi tiu dng.
- Gi tr v hnh nh nhn hiu c xy
42

dng ch yu bng chnh bn thn

cht lng sn phm v th vic da
dm qu nhiu vo cc hnh thc
khuyn mi nh th ny lu dn s
khng cn thu ht, gp phn lm
gim gi tr nhn hiu trn th trng
v trong m tr khch hng.

43

Cu 7: So snh cc phng php hoch nh ngn sch?

Tn phng
php
Phng
php theo
kh nng

nh ngha

p dng

Ngn sch chiu Doanh nghip nh.

Hoc
doanh
th c thit lp
nghip ln nhng
da trn c s
khng c chnh
ngn sch m cng
sch u t vo
ty c th chi c.
chiu th

Nhc im
B qua tc ng An

u im
ton,

chc

ca chiu th ln chn, m bo kh
doanh s.
nng chi tr ca
Khng cp pht
doanh nghip.
lng tin cho
vic vc dy sn
xut xm nhp
th trng.
Khng linh ng
trong nn kinh t
th trng.

Phng
php phn
trm doanh
s

Ngn sch chiu Doanh nghip ln.

Doanh nghip kinh
th thng c
doanh n nh, nhu
thit lp mt
cu th trng n
mc phn trm
nh.
doanh s d kin.

Cc sn phm c n gin v d p
doanh s thp cn dng.
An ton v ti
c u t vo
chnh, cn i mc
chiu th th DN
chi tiu.
li b qua.
Phn nh c
Khng p dng
iu kin hin ti
c trong giai
v thch hp vi
on gii thiu sn
nn kinh t th
phm mi.
Chiu th b xem trng.
l chi ph hn l
mt s u t.
Khng tnh n s
cnh tranh v yu
cu ring bit ca
mc tiu truyn
thng.
Rt kh xc
nh chnh xc t
l %.

44

Phng

Ngn sch chiu Doanh nghip c B qua vic chiu Kinh ph ca i

php cnh

th thng c sn phm khng th c thit lp th cnh tranh tiu

tranh tng

thit lp da trn khc bit lm, c hon thnh cc biu cho s khn

ng

mc chi tr ca i v tr tng ng mc tiu c th.

B qua s khc
th cnh tranh cho trn th trng.
bit v li th ca
chiu th sau
DN so vi i th
lp ngn sch
cnh tranh.
tng ng.
DN c mc tiu
kinh doanh khc
nhau khng th c
ngn sch ging

ngoan tp th ca
ton ngnh. Vic
chi cho cc i th
cnh

tranh

gip

gim nguy c tht

bi

trong

cuc

chin tranh chiu

th.

nhau.
D i theo vt
ca i th khi
khng

xc

nh

c c s thit
lp ngn sch ca
h.
Phng

Ngn sch qung Doanh nghip ln i th cng c m

php th

co c thit lp c th phn cao th thay i ngn doanh nghip bo

phn qung

da trn t l % trong ngnh.

co

tng ng vi tng

sch.
Khng

ch

c s nhn thc

sn phm trn mt

m cn phi hp

th trng c th.

cho

v v tr trn th

qung co mi to

chi ph qung co

bo

trng c v th
phn sn phm ln
th

phn

qung

co.

vi cc thnh t
khc

trong

Marketing-mix.
Phng

Ngn sch chiu Doanh nghip hot Khng tnh n D p dng theo

php nh

th c thit lp ng

ban u

tng ng vi trng n nh.

marketing,

ngn sch c.

lc marketing, s

trong

mi mc

tiu kinh nghim.

chin

thay i ca th
45

trng, ngi tiu

dng v chi ph
truyn thng.
Phng

Chiu

th

c Doanh nghip ln, Kh c th nh Hon ho v mt

php li

xem nh mt s xem trng cc hot lng c cc li l thuyt.

nhun trn

u t, chiu th ng marketing.

nhun

u t

mong i s mang

bng chiu th
t c s dng

li mt khon li

lp

nhun no .

mang

ngn

li

sch

chiu th.
Phng

Ngn sch chiu Hu ht cc doanh Kh xc nh cc Th hin mi quan

php mc

th c thit lp nghip u c th cng vic cn thit h cht ch vi

tiu v

da trn xc nh p dng phng v chi ph cho mc tiu chiu th.

nhim v

cc mc tiu v php ny.

tng cng vic.

Ngn sch c th

nhim v c th v

vt qu kh nng

c on chi ph

chi tr ca doanh

thc hin nhng

nghip.

nhim v .
Phng
hoch tr

Ngn sch chiu Doanh nghip ln. Thi gian ca k Tht s hng dn
Pht trin sn
th c thit lp
hoch t 2-3 nm cc nh qun tr
phm mi.
da trn t l th
v phi cng thm trong vic hoch

trc

phn mong mun.

php k

cc chi ph pht nh ngn sch

Logic hn cc
sinh trong thi
phng php khc
gian .
Phc tp, kh xc khi kt hp vi

Th phn
1.5
=
Chi ph chiu th 2.0

nh.

phng php mc
tiu v nhim v.

Phng
php m
hnh nh
lng

S dng cc m Doanh nghip ln.

ng dng IT vo
hnh in ton bao
qu trnh hot
gm cc k thut
ng kinh doanh.
thng k nh phn
tch hi quy bi s
xc nh ng
46

gp tng quan
ca

ngn

sch

qung co i vi
doanh s.

47

Cu 8: Mt gim c qung co cho rng Ti a ha li nhun l mc tiu ca hat ng

kinh doanh, ti a ha doanh thu l mc tiu ca qung co, nhm bn c ng khng?
Xt v kha cnh mc tiu ca doanh nghip: Doanh nghip thng ra mc tiu theo
nhiu tiu thc khc nhau, mc tiu ca doanh nghip rt a dng. C th phn loi mc tiu:
Theo thi gian
+ Mc tiu di hn thng l t 5 nm tr ln v ty theo loi hnh doanh nghip m c
khong thi gian cho mc tiu di hn khc nhau. Mc tiu di hn (mc tiu trn 1 nm): l kt qu
mong mun c ra cho mt khong thi gian tng i di, thng l cc lnh vc:

Mc li nhun v kh nng sinh li. V d: phn u t li nhun 25%/ nm

Nng sut

Pht trin vic lm

Quan h gia cng nhn vin

V tr dn u v cng ngh

Trch nhim trc cng chng.

+ Mc tiu ngn hn hay cn gi l mc tiu tc nghip c thi gan t 1 nm tr xung. Mc

tiu ngn hn phi ht sc c th v nu ra c cc kt qu mt cc chi tit.

+ Mc tiu trung hn loi trung gian ga hai loi trn
Gia vic doanh nghip t c cc mc tiu ngn hn vi vic theo ui mc tiu di hn
th cng cha m bo doanh nghip s t c mc tiu trong di hn.
-

Theo bn cht ca mc tiu:

+ Mc tiu v kinh t: li nhun, doanh thu, th phn, tc pht trin, nng sut lao ng
+ Mc tiu x hi: gii quyt cng n vic lm, tham gia vo cc hot ng t thin
+ Mc tiu chnh tr: quan h tt vi chnh quyn, vn ng hnh lang nhm thay i chnh

sch v quy nh c li cho cng ty. Tip cn vi c quan chnh ph nhm nm bt kp thi cc
thng tin, to c hi n nhn cc c hi kinh doanh.
Nh vy, ng vi mi tiu thc doanh nghip s c tng loi mc tiu khc nhau.
Mc tiu ca doanh nghip thng l duy tr c tc tng trng n nh v duy tr c
th phn tt trn th trng. Cc mc tiu trong doanh nghip rt a dng, c th l t c mc
ch g trong thi gian c th, xy dng hnh nh cng ty. Nhiu cng ty hot ng trong mt
thi gian kinh doanh hu nh khng c li nhun xy dng hnh nh cng ty, chim gi th phn,
tn cng vo khch hng phn khc mi,
48

Tt c cc hot ng kinh doanh lun c mc tiu v nhim v thc hin. Chng rt a

dng ty thuc vo loi hnh kinh doanh m doanh nghip la chn. Mt s mc tiu thng thng
ca hot ng kinh doanh nh: Ti a ha li nhun, s gia tng gi tr thng d, s pht trin chnh
doanh nghip, s tn ti ca doanh nghip v trch nhim vi x hi. Cc mc tiu trn c v i
lp ln nhau do nhng doanh nghip khc nhau c nhng mong mun khc nhau ti nhng thi
im khc nhau. Nhng mc tiu no mi l mc tiu cui cng v quan trng nht?
tr li vn trn, trc ht ta phn tch ng c ca cc c ng doanh nghip, bi h l
ch s hu thc s ca doanh nghip. Quyn li ca c ng bao gm: c tc c phn phi hng
nm; li nhun li ti u t v lm tng gi c phiu; quyn kim sot cng ty. Ni chung,
khng phi tt c c ng quan tm ti quyn kim sot hay chnh xc hn, phn ln c ng khng
quan tm n quyn li ny. Song nhn chung, cc c ng u mong mun thu nhp ca h tng
cng nhiu cng tt, hay ni cch khc, c ng lun mun tng ti a gi tr ti sn ca h. y l
nguyn vng chnh ng ca c ng m cc nh qun l cn phi tn trng.
Hn na, li nhun ln s gip cho doanh nghip pht trin, tn ti vng chc: nhn vin c
tr lng tt hn, c hi m rng n nhng th trng mi, gia tng kh nng chu ri ro cng nh
c s to ra mt li th cnh tranh kh. y chnh l li ch di hn m doanh nghip mun
hng n.
Ta c th d dng thy c hot ng kinh doanh ca hu ht cc doanh nghip u t mc
tiu li nhun ln hng u (ngoi tr cc t chc, doanh nghip phi li nhun). Khi hng Honda
gii thiu dng xe my phun xng in t gip bo v mi trng v tit kim nhin liu, th thc
cht hng Honda ch mun m bo mc tiu li nhun ca mnh bng cch tip cn vi khch hng
thng qua chin lc sn phm v truyn thng mi. H sn xut
nhng th m ngi tiu dng mong mun lc by gi. Nhng gi

Li nhun c tnh

s, cc mt hng m doanh nghip sn xut khng cn to ra li

bng cch ly doanh thu

nhun lu di na, doanh nghip s chuyn hng sang linh vc

tr i khon chi ph u t.

sn xut hay kinh doanh khc, nu nh n khng b ph sn. V d

in hnh l nh my sn xut xe p Xun Ha chuyn sang sn xut bn gh khi hot ng
kinh doanh khng cn to ra li nhun cao. Cn khi doanh nghip c chim th trng, doanh
nghip thng nng gi hng ha c li nhun cao, mc d trc , n c th thng xuyn h
gi sn phm ca mnh. Hay khi doanh nghip tin hnh a dng ha kinh doanh (a dng ha lnh
vc, mt hng, a im kinh doanh) th thc ra n cng ang c gng ti a ha li nhun trong
iu kin hot ng kinh doanh c nhiu ri ro, bt trc.
49

Doanh nghip c thnh lp ra trc ht phi to c cng n vic lm cho ngi lao ng,
gp phn pht trin nn kinh t. lm c iu , doanh nghip cn hot ng kinh doanh c
c li nhun. Cc mc tiu a dng ca doanh nghip d thc hin th no i chng na th cng
hng ti ch n cui cng l ti u ho li nhun, em li c li nhun cho cng ty. l
mc tiu c bn v di hn ca cng ty, nhng khng phi cng ty nn xem xt mc tiu li nhun
l tt c. Cnh tranh theo con ng ny rt d gy nh hng n hnh nh cng ty.
Nh vy, sau khi phn tch ng c ca nhng ngi nm quyn doanh nghip, li ch di hn
t li nhun v cui cng l hnh vi cung ng ca doanh nghip, ta c th kt lun rng, mc tiu
ti a ha li nhun chnh l mc tiu cui cng ca hot ng kinh doanh. iu ny chng t v
th nht ca mnh ca gim c qung co trn chnh xc.
Ti a ho li nhun l mc ch cui cng trong cc mc tiu ca doanh nghip, n n sau
cc mc tiu cn li. Nhng n cha phi l tt c mc tiu ca doanh nghip.
Qung co:
Mc tiu ca qung co c xc nh gm:
L nhim v thng tin c bit, theo mc nht nh, nhm vo i tng xc nh v
trong khong thi gian n nh.
Doanh nghip c th t ra cc mc tiu khc nhau: tng doanh s, cng c thi ca
khch hng v sn phm, thay i nhn thc, thng bo c bit (khuyn mi, gim gi,
hng gi, sn phm mi,).
Mc tiu ca qung co c chia thnh nhiu loi:
Khuyn khch khch hng tm hiu thng tin sn phm.
Nhc ngi tiu dng nh li s tho mn trong qu kh v thc y h tip tc mua sm.
To mi lin kt gia sn phm v nhu cu.
Thuyt phc v thay i thi ca ngi tiu dng.
Thc y hnh ng mua sn phm ca ngi tiu dng
Cng c thi .

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 Do , ti a ha doanh thu l mc tiu ca qung co l mt nhn nh cha chnh xc. Bi

vn tng doanh thu ch l mt yu t trong cc mc tiu ca qung co.
Doanh nghip c th t ra cc mc tiu khc nhau cho hot ng qung co ca mnh, tuy
nhin mc tiu ti a ha doanh s khng phi l mc tiu cui cng ca qung co. C ba yu t
chnh cho thy v trn sai.
Th nht, l mc tiu m nhng ngi lm qung co quan tm. Khi xy dng chin lc
qung co, ngi lm qung co thng quan tm n cc kha cnh nh lm sao truyn ti
thng ip, lm sao thuyt phc, nhc nh ngi tiu dng, lm sao qung b thng hiu v
duy tr hnh nh doanh nghip. R rng cc con s v doanh thu khng phi l mc ch chnh ca
nhng ngi lm qung co.
Th hai, mc tiu doanh s l mc tiu ca chin lc truyn thng m qung co l mt cng
c trong . Tc l qung co s phi hp vi nhng cng c khc nhm gip chin lc truyn
thng t c mc tiu doanh s ca mnh.
Th ba, doanh s l mt yu t b tc ng bi nhiu yu t khc: chiu th, phn phi, gi c,
cnh tranh, kinh t, k thut v cht lng sn phm. S lin kt gia qung co v doanh s khng
cht ch, v th vic o lng tnh hiu qu ca mt chin lc qung co thng qua doanh s l
iu kh khn, bi v doanh s cn b nh hng bi nhiu yu t khc. Nhng ngay c khi yu t
chiu th, m qung co l mt phn trong n, l yu t duy nht hoc mnh nht nh hng quyt
nh n doanh s, th qung co vn khng th to c nh hng ln n doanh s nu nh
khng phi hp vi cc cng c.
Nh vy ti a ha doanh s l mc tiu ca qung co l khng ng.

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Cu 9: Vic chn la Phng tin truyn thng nn da vo yu t nh lng hay nh tnh?

Ch ra nhng sai lm c th c?
Hy trnh by v cc phng thc qung co hin nay c coi l c tc dng thc y
hnh vi?
1. Vic chn la phng tin truyn thng nn da vo yu t nh lng hay nh tnh?
Ch ra nhng sai lm c th c?
a) Mun la chn c mt phng tin truyn thng ph hp vi chin lc Marketing ca doanh
nghip, ta cn phi thc hin 5 bc nh sau:
Bc 1: Xc nh loi sn phm/ dch v cn truyn thng.
Ngha l ta xem xt sn phm/dch v cn truyn thng thu c lnh vc no. T a ra nh
gi nn chn phng ti n truyn thng no lin quan n lnh vc .

Bc 2: Xc nh nhm khch hng mc tiu ca sn phm/ dch v.

y l mt bc kh quan trng t c hiu qu khi thc hin truyn thng cho sn
phm/dch v. Xc nh c nhm khch hng mc tiu, ta s nh hng c cc phng tin
qung co m chin lc Marketing ca doanh nghip c th s s dng. V d nh khch hng mc
tiu l nhng ngi nng thn, bnh dn th vic la chn Radio lm phng ti n qung co l
mt la chn ph hp. Nu khch hng thu c tng lp thng lu th c th chn nhng trang vng
trn nhng t bo ni ting qung co hay nhng a im sang trng t chc event, v..v

Bc 3: Xem xt mc bao ph th trng ca cc phng tin truyn thng.

Khi chn phng ti n truyn thng th cn xem xt l phng tin c bao ph n u?
Khch hng mc tiu c th tip nh n thng tin qua phng ti n truyn thng hay khng? Thc
hin bc ny nhm tin liu, nh gi s hiu qu ca phng tin truyn thng v a ra la chn
ph hp cho chin lc ca doanh nghip.
V d: nu khch hng mc tiu l ngi tiu dng trn ton quc th c th chn cc phng
ti n truyn thng ph sng ton quc (HTV, VTV,). Nu khch hng mc tiu l ngi a
phng ca m t vng no th c th chn phng ti n truyn thng ca a phng tit ki m
chi ph.

Bc 4: Xem xt c s vt cht ni truyn thng.

C s v t cht y c hiu l phng ti n truyn thng ti ni c c trang b y
cc thit b hay khng, cng ngh hin i hay cng ngh c
V d: Doanh nghip A mun truyn thng mt sn phm thuc tr su mi ti mt vng nng
thn mt tnh min Ty. ni y, ngoi radio v tivi th khng cn thit b no khc tip cn
thng tin t bn ngoi. Chnh v iu ny, ta khng th chn phng tin internet hay telemarketing,
52

 truyn thng sn phm thuc tr su ny. Thay vo , ta nn chn cch qung co trn tivi v
radio a thng tin sn phm n vi khch hng mc tiu ca mnh. Ngoi ra, ta cn c th da
vo c im nng thn l c nhiu thi gian nhn ri khi cha n ma v hoc ht ma
v chn cch thc cho hng c nhn.

Bc 5: La chn phng tin truyn thng ph hp.

Sau khi xc nh c cc yu t k trn, ta c th chn c mt phng ti n truyn
thng ph hp v hi u qu vi m t chi ph thp nht cho chin lc chiu th ca doanh nghi p.
b) Vic xc nh cc yu t nh tnh hay nh lng trc khi la ch mt phng tin truyn thng
u c nhng mc ch khc nhau. Tuy nhin, mc tiu cui cng ca vic p dng cc yu t ny
l a ra c nhng phng tin ph hp, h tr cho chin lc Marketing ca doanh nghip. Ta
cn xem xt c im ca tng yu t xc nh c u l phn m doanh nghip cn tp trung:
Mc ch ca vic xc nh cc yu t nh tnh:
Khi gi nhu cu/ th hiu ca khch hng
C nhng nhu cu/th hiu ca khch hng m ch c cc nh marketing pht hin c thng
qua nghin cu th trng. Thng qua truyn thng (qung co/ PR/ khuyn mi) khch hng
thy c nhu cu ca bn thn v tiu dng sn phm/ dch v.

nh gi, thi ca khch hng i vi sn phm thng qua cc phng tin truyn thng.
V d: i vi mt loi sn phm, khch hng c cm nhn khc nhau nh th no i vi
qung co ca sn phm trn ti vi v trn radio?

Xem xt mc thun tin trong vic tip nhn thng ip qua phng tin truyn thng :
Khi cc nh lm marketing chn phng tin truyn thng truyn ti thng ip ca sn
phm/ dch v n vi khch hng th kh nng h tip cn c vi thng ip y c d hay
khng? Khch hng hiu bit n mc no v cc li ch ca sn phm hay dch v em li cho
h?
Xc nh mc gia tng lng trung thnh hay to cm tnh tt hn khi khch hng ngh v thng
hiu cng ty:
Khi thc hin mt chng trnh PR, ti tr, cu tr, s lm tng hnh nh tt p v cng ty
trong mt cng chng, lm tng thm thin cm ca khch hng i vi thng hiu cng ty.
nh gi s gia tng sc cnh tranh ca sn phm cng ty so vi i th:
Vic thc hin chng trnh chiu th nh khuyn mi, gim gi bn s lm gia tng c s
lng ngi mua hng ca cng ty. iu ng ngha vi vic cng ty s gii quyt c lng
hng tn kho (nu c).
nh gi mc thu thp c thng tin trc tip t khch hng v sn phm:
53

Khi thc hin cc chng trnh chiu th (v d l bn hng trc tip) s thu c nhng thng
tin hay kin t khch hng v sn phm nh th no?
S dng hp l hn ngun ti chnh ca cng ty:
Mi mt phng tin truyn thng s hu nhng c im ring nn c tin hnh theo
nhng cch thc ring, mang li nhng hiu qu nht nh khi s dng. Chnh nhng iu to
thnh c s nh gi trong vic s dng chng. T ngun ti chnh ca cng ty chng ta nn la
chn phng tin truyn thng cho ph hp.

Mc ch ca vic xc nh cc yu t nh lng:
Xc nh bao ph th trng ca cc phng tin truyn thng:
Khi cc nh lm marketing chn phng tin truyn thng truyn ti thng ip ca sn
phm/ dch v n vi khch hng th kh nng h tip cn c vi thng ip y nhiu hay t?

Xc nh mt khch hng theo di knh truyn thng .

Xc nh ni truyn thng:
Nhng tnh thnh no c mt dn s cao th s c la chn u tin, sau n cc vng
ln cn v cui cng v cc vng su vng xa, vng nng thn
Xc nh mc nhn bit thng hiu sn phm/ dch v:
i chiu vi cc nhm hng tng t khi chn phng tin truyn thng bit xem sau khi
h la chn phng tin y c bao nhiu ngi bit n nhn hiu y. T mnh s la chn
phng tin y cho chin lc ca cng ty mnh.
c) Qua vic tm hiu c im ca cc yu t nh tnh v nh lng trong vic la chn phng tin
truyn thng, ta c th thy mt s sai lm c th c nh sau:
Nu ch p dng nh tnh khi la chn phng tin truyn thng s dn n mt vi sai
st khng th bit trc c, nh:

Lng khch hng bit n thng hiu sn phm.

Ni cn truyn thng
Mt khch hng theo di hoc s dng phng tin truyn thng y.
Nu ch p dng nh lng khi la chn phng tin truyn thng s dn n mt vi sai
st khng th bit trc c, nh:

Nhu cu, th hiu ca khch hng.

nh gi thi ca khch hng i vi sn phm qua phng tin truyn thng.
Mc thun tin trong vic tip nhn thng ip qua phng tin truyn thng.

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 Mc gia tng lng trung thnh hay to cm tnh tt hn khi khch hng ngh v thng hiu
cng ty.

Mc thu thp c nhng thng tin trc tip t khch hng v sn phm.
nh gi s gia tng sc cnh tranh ca sn phm cng ty so vi i th.
S dng hp l hn ngun ti chnh ca cng ty mt cch hiu qu nht.
Kt lun: Trong thc tin, vic la chn theo hai yu t ny ch l tng i, mang nng v
hnh thc hc thut, v i khi khng thc s cn thit. Vic phi hp c hai yu t nh tnh, nh
lng trong khi la chn phng tin truyn thng c cc nh lm marketing thng xuyn p
dng. nh tnh, nh lng tng tc h tr nhau. Mi phng tin c la chn truyn thng
c lc da vo yu t nh lng, lc da vo yu t nh tnh, tuy vy gia chng vn c s phi
hp hn ch thp nht nhng ri ro c th xy ra. Nh vy, c 2 yu t trn u c th v cn
thit cng tn ti trong qu trnh ra quyt nh chn la mt phng tin truyn thng ca cc nh
lm marketing. S kt hp y s gip cc nh lm marketing a ra s la chn hon ho nht cho
vic la chn phng tin truyn thng.
2. Hy trnh by v cc phng thc qung co hin nay c coi l c tc dng thc y
hnh vi?
Mt thng ip qung co c th c thc hin, trnh by bng nhiu cch thc khc nhau,
em n nhng hiu ng ring bit cho i tng tip cn. C nhng cch thc c bn sau:
-

Phng php t chn (Straight sell factual message).

Phng php bng chng khoa hc (Scientific/ Technical evidence).
Phng php gii thch trnh by sn phm (Demonstration).
Phng php so snh (Comparition).
Phng php bng chng xc nhn (Testimonial).
Phng php tnh hung i thng (Slice of life).
Phng php hot hnh (Animation).
Phng php dng biu tng, nhn cch (Personality symbol).
Phng php lng mn (Fantasy).
Phng php kch bn (Dramatization).
Phng php hi hc (Humour).
Phng php kt hp (Combination).

Ngi ta mua hng khng theo l do logic m t nhng l do khc, chng hn: ti mua xe t
tin khng phi bi ti mun thm xe m tht s ti mun mi ngi knh n. ng c thc y
hnh vi cng ngy cng pht trin theo thp nhu cu ca Maslow.
Da vo hnh vi ngi tiu dng v bn nhn t kch thch ngi tiu dng mua hng (AIDA)
l gy c s ch (Attention), to ra hng th (Interest), gy lng ham mun (Desire), dn ti

55

hnh ng mua (Action); ta thy mt s phng thc qung co hin nay c coi l c tc dng
thc y hnh vi:
Th nht: Phng php gii thch trnh by sn phm.
Ngi tiu dng khi mua mt sn phm u mong mun sn phm cht lng, phc v tt nhu
cu bn thn, hn th cn mang n nhng li ch m mnh cha tng ngh n trc . Nhm tiu
dng tin phong l minh chng r nt vi nhu cu thay i nhanh, h lun tm ti, mong mun tip
cn sn phm mi v khng nh ng cp ca mnh. Theo phng php gii thch trnh by sn
phm, qung co ti hin trc tip tnh nng sn phm bng cch p dng vo tnh hung s dng
c th m ngi xem c th kim chng bng tai bng mt. Phng php ny thch hp khi qung
co cc sn phm hon ton mi l hoc sn phm cng ngh, sn phm c nhiu c tnh ni tri
ring bit.
Attention: u tin ngi xem b ch khi thy cc th nghim, cc tnh nng sn phm c ph
din.
Interest: Tip theo ngi tiu dng hng th, t m v cc th nghim, c tnh sn phm. T c
s quan tm v hiu r v sn phm.
Desire: Ngi tiu dng nhn thy cng dng ca sn phm v cc gi tr khc, mun c c sn
phm, dn ti hnh vi mua (Action).
Th hai: Phng php hot hnh.
Hin nay c rt nhiu qung co s dng hnh nh hot hnh truyn ti thng ip. Con
ngi thng mt ch vo nhng ni dung d lm mt kin nhn. Khi ngi tiu dng xem qung
co, nh sn xut c cha ti 10s truyn ti thng ip trc khi h quyt nh tip tc xem hay
chuyn sang knh khc. Hot hnh l mt trong nhng cch thc ti u gi chn s ch ca
ngi tiu dng. Hn na, qung co bng hot hnh c kh nng truyn ti thng tin khng phn
bit gii tnh, tui, t tr em n ngi gi u tip nhn. Khi bn c gng gii thch v mt sn
phm l hoc kh phc tp ri rm, hot hnh s gii quyt tt vic ny, chuyn i thng ip, lm
cho n d dng hiu mt cch trc quan. Phng php hot hnh c p dng linh hot, thng
thy nht trong cc qung co sn phm dnh cho tr em, hoc sn phm gii tr.
Attention: Gy ch vo cc nhn vt, hnh nh hot hnh.
Interest: Hnh nh qung co c sng to ht sc sinh ng, khng b gii hn bi thc t,
ni dung n gin, thu ht, khin ngi xem d tip nhn v ny sinh tnh cm.
Desire: i tng qung co yu thch thng ip v dn n hnh ng.
Th ba: Dng biu tng, nhn cch.
Tm l ngi tiu dng hay chy theo xu th chung v mun khng nh bn thn, khng
mun thua km ngi khc. Trong vic mua hng, ngi tiu dng thng chy theo cc mt, xu
56

hng ca thi i d bn thn cha hon ton thch. H mun mua nhng sn phm m qua gi
tr ca mnh c tn ln. Phng thc qung co ny s dng hnh nh ca ngi ni ting lm
biu tng, nhn cch cho sn phm. y l yu t d dng nht trong vic gy n tng v n tc
ng vo tm l ca con ngi, nhng ngi ni ting lun c nh hng su rng trong cng
ng. Vic mn hnh nh ca ngi ni ting l mt cch thc c in, rt quen thuc nhng li v
cng c dng. Phng thc ny thng c s dng i vi cc sn phm tiu dng thng ngy
t c nhng c tnh ring ni bt, ha- m phm, sn phm thi trang.
Attention: Qung co gy ch nh s xut hin ca ngi ni ting.
Interest: S t m thi thc ngi tiu dng xem ni dung qung co, h quan tm ti ngi
ni ting, ng thi dn n quan tm sn phm.
Desire: Ngi tiu dng tin tng vo hnh nh i din sn phm v mun c nh ngi
ni ting kia, mun c c li ch ct ci ca sn phm, l khng nh bn thn, th hin
phong cch.
Th t: Phng php kch bn.
Trong nhng nm gn y, ngi tiu dng rt thch cc qung co theo kiu dn dng kch
bn. Vi ni dung li cun, kt hp hiu ng m thanh- hnh nh, cch qung co nh khng qung
co ny c ngi tiu dng n nhn nhit tnh. Phng php kch bn khin ngi xem b li
cun vo cu chuyn v sn phm nh ang xem mt on phim, khin h chm ch, trng ch,
khi dy nhiu cung bc cm xc, gy ch khng bng s n o, ng thi nh thc suy ngh, s
ng cm ca ngi tiu dng mt cch hiu qu. Phng php ny c th c p dng rng ri
trong cc qung co ca nhiu loi sn phm khc nhau, hng ti nhiu i tng khc nhau.
Attention: Ngi xem ch bi tnh tit cu chuyn trong qung co, t m mun bit ni
dung.
Interest: Qung co lm cho ngi xem ny sinh nhiu suy ngh, cm xc, tnh cm i vi
cu chuyn, mong ch din bin tip theo. Nh ngi tiu dng quan tm hn v sn
phm, gi c n tng lu, hnh thnh s yu thch nhn hiu.
Desire: Ngi tiu dng mun c c li ch sn phm, khng ch l cht lng, m cn
l nhng gi tr tinh thn c gi m m h mun vun p cho bn thn, hay n gin l th
hin phong cch sng ca mnh.
Th nm: Phng php hi hc.
Theo nhiu cuc kho st ln nh v tc ng ca qung co n hnh vi ngi tiu dng th
hi hc l mt trong nhng yu t c ngi tiu dng yu thch trong cc mu qung co. S
hi hc mt cch hp l s li cun ngi xem, to tm trng thoi mi d n nhn, vui v hng
th, gy c n tng cho qung co. Phng php c p dng trong rt nhiu qung co thu
57

ht hin nay, thch hp cho hu ht cc mt hng; rt hiu qu trong cc qung co hng ti i

tng nam gii, tr em.
Attention: Qung co gy ch n ngi tiu dng nh s hi hc.
Interest: Ngi tiu dng b thu ht bi ni dung qung co, mun tm hiu v sn phm, suy
ngm v s hi hc v nh c thng ip m nh sn xut gi n.
Desire: Cm xc tt p khin ngi tiu dng yu thch sn phm v mun dng th, h
cng mun khng nh phong cch ca mnh.
l mt s phng thc c coi l c tc dng thc y hnh vi. Trn thc t nh sn xut
thng kt hp hai hoc nhiu phng thc qung co c c hiu ng tt nht.
V d: Zalo - ng dng nhn tin v gi in min ph ca VNG Corp. Zalo mi rt nhiu
ngi ni ting hng ti nhiu i tng s dng, mi h dng v lm hnh nh i din cho ng
dng nh: m Vnh Hng, H Ngc H, Quang Dng, Thanh Hng, Trn Thnh, Ng Thanh Vn,
Nhm 365, Chi Pu, Cng Seven, ng Nhi, ng Cao Thng, Angela Phng Trinh, Andrea Aybar,
Ngc Trinh.
Zalo tung ra mu qung co c kch bn hp dn v lan ta mnh. Cu chuyn ly bi cnh
thi phong kin, ni v mt chng trai (Trn Thnh) v qu nhung nh quyt nh gi nhng cu
ht y ni nim, tnh cm n nng th (Thanh Hng), tuy nhin tr tru thay, hnh trnh gi cu
ht y gian lao th thch, n ni th thng ip khng cn nguyn vn. Gii php c a ra l
s dng ng dng Zalo, nh chng trai v c gi c th d dng gi nhng tin nhn thoi cho
nhau.
Attention: Gy s t m ch v sn phm c nhiu ngi ni ting s dng.
Interest: To hng th nh kch bn c u t cng phu t ni dung, bi cnh, trang phc,
n hnh nh, m thanh, nh sng cng vi yu t hi hc nh nhng qua hnh trnh gi th
kh khn, tnh nng khc bit l tin nhn thoi c ti hin r rng, ni bt qua minh ha t
nhng ngi ni ting. Ngi xem cm thy thu ht, thch th v ny sinh tnh cm vi nhn
hiu.
Desire: Ngi tiu dng yu thch nhn hiu, mong mun c c nhng li ch ca sn
phm, cng nh mun khng nh bn thn, mun bt kp xu th v cui cng quyt nh s
dng Zalo (Action). Hin nay, Zalo tr thnh ng dng nhn tin gi in min ph c lng
ngi dng ln nht ti Vit Nam.

58

Cu 10: M ha trong qu trnh truyn thng l g? Hy tho lun s khc bit v m ha

gia qung co trn truyn thanh v truyn hnh? Cho v d minh ha
a. M ha trong qu trnh truyn thng l g?

M ha thng ip l vic dng cc ngn ng truyn thng chuyn cc tng truyn

thng thnh cc hnh thc c tnh biu tng sao cho thun tin cho ngi nhn tin lnh hi tng
v c th gii m thnh cng. Vic m ha c thnh cng hay khng ph thuc vo kh nng
truyn t thng tin r rng, n gin v kh nng tham gia v loi b nhng tc nhn gy nhm
ln nh: cc vn vn ha, gi nh sai lm, thng tin sai lchQuan trong khng km l bn phi
xc nh c r v hiu khch hng mc tiu
V d: qung co du n Neptuyn, ngi gi mun cho khch hng tim nng thy li ch
ca du n ny l mang li khng kh m cng gia nh. Mun vy, ngi ta a ra hnh nh c gia
nh ngi cng n cm vui v vi cc mn ngon c ch bin nh du n neptuyn. Khi mun din
t hnh nh sc nt nh tht ca tivi LG, thay v din t bng li ni, ngi ta din t bng hnh nh
mt ch nai ang ung nc, in hnh di nc, trng nh tht lm cho cc ch cp tng tht v
nhy v vo bong ch nai.
Lm th no m ha thng ip trong truyn thng qung co?
Sau khi nhn din c i tng khch hng mc tiu v xc nh c phn ng mong
mun t khch hng, ngi truyn thng tin s chuyn sang vic m ha thng ip tc l pht trin
mt thng ip hiu qu. Mt cch l tng, thng ip nn nhn c s chu (attention), nm gi
c hng thu (interest), lm tri dy kht khao (desire) v thu c hnh ng (action) ci ny
ngi ta gi l m hnh AIDA. Trong thc t, ch c vi thng ip dn dt c khch hng i t

59

s ch n quyt nh mua hng, nhng b khung AIDA cho ta thy nhng phm cht ng c
ca thng ip.
Trong lc to dng thng ip, nh truyn thng marketing cn phi gii quyt 3 vn : ni
iu g (ni dung thng ip), ni sao cho tht khc chit (cu trc thng ip) v ni nh th no
cho n mang tnh biu tng (nh dng ca thng ip).
Ni dung ca thng ip (message content)
Nh truyn thng phi mng tng ra mt iu g cun ht hay mt ch lm ny sinh phi
ng m mnh mong mun. C 3 loi cun ht:
Nhng cun hut v l tr lin quan n s hng th i vi bn thn ca chnh ngi nhn. Chng
cho ta thy rng sn phm s lm ny sinh nhng li ch c xc nhn. Nhng v d in hnh l
nhng thng ip ph trng cht lng ( v d: Du n Simply im 10 cho cht lng), tnh
kinh t ( v d: BigC Gi r cho mi nh), gi tr hay li ch .
Nhng cun hut v mt cm xuc c gng khuy ng nhng cm xc tiu cc v tch cc l th thc
y vic mua hng.
Nhng cun hut thuc v lun l c hng thng ti ngha v ci ng v thch ng ca ngi
nhn. Chng thng c s dng thi thc ngi ta ng h nhng mc tiu x hi gi d nh
mt mi trng sch hn, mt mi quan h chng tc tt p hn, quyn bnh ng dnh cho phi
n v gip nhng ngi kh khn. Mt v d tham kho l chiu thu ht ca March of Dimes:
God made you whole. Give to help those he didnt tm dch: Chua a to ra bn tron vn. Hay
bit trao tng giup nhng ngi m Ngi a khng to ra ho mt cch tron vn nh bn.
Nhng cun ht v lun l thng t c s dng cho nhng sn phm thng ngy.
Cu trc ca thng ip (message structure)
Nh truyn thng phi ra quyt nh cho 3 vn v cu trc ca thng ip.
Th 1: C nn a ra kt lun hay c cho ngi nhn t kt lun. Gii php a ra kt lun
thng hiu qu hn.
Th 2: Nn trnh by tranh lun 1 pha hay tranh lun 2 pha. Thng thng th tranh lun 1 pha s
hiu qu hn trong vic thuyt trnh bn hng, ngoi tr nhng i tng ngi nhn c hc vn
cao hoc c khuynh hng tiu cc.
Th 3: nn trnh by nhng tranh ci quyt lit nht ngay t u hay l v sau cng. Trnh by
chng ngy t u s nhn c s ch hn nhng c th dn ti mt kt cc tri vi mong mun.
nh dng ca thng ip (message format)
Nh truyn cn phi s dng mt nh dng mnh m cho thng ip ca mnh. Trong mt n
phm qung co, nh truyn thng phi ra quyt nh v tiu (headline), bn in, hnh minh ha v
mu sc. cun ht s ch , cc nh qung co c th s dng ci mi l v s tng phn,
60

nhng hnh nh v tiu bt mt, nhng nh dng c o, kch thc ( di) thng ip v v
tr ca n cng vi mu sc, hnh dng v s chuyn ng. Nu thng ip c truyn ti qua sng
pht thanh, nh truyn thng phi chn t ng, m thanh v ging ni. m thanh ca mt chng
trnh trn i ang qung co cho mt chic xe hi bt buc phi khc vi m thanh ca qung co
cho ni tht.
b. Khc bit v m ha thng tin trong truyn thanh v truyn hnh

Qung co trong truyn hnh

n c vi qun chng, mng li ph rng, c
th truyn t thng tin lng khn gi ln, t
tin tng cao hn so vi cc knh khc.
Qung co trn cc phng tin khc nhng chi ph

Qung co trong truyn thanh

Chi ph thp hn nhng truyn n lng thnh

gi t hn, tin tng t hn.

cao
Thch hp: l phng thc qung co b sung

Thch hp: Cc sn phm cn c

cho cc phng tin khc. Thng thch hp vi

chng minh hoc gii thch bng hnh

cc sn phm nh dch v vin thng, gii thiu

nh.

chng trnh khuyn mi.khng thch hp cc

loi sn phm cn chng minh hnh nh

Hnh thc m ha: c s kt hp ca c m thanh, Hnh thc m ha: s dng m thanh tc ng
nh sang ln hnh nh v a thng tin n vi nhiu vo thnh gic ca ngi nghe bao gm li ni
ngi nht.

ting ng m nhac
Thnh gi ca i pht thanh hon ton ch bit

Gy s ch cao, bt mt, hp dn, d khin ngi n li ni v m thanh. a s thnh gi khi nghe

xem nh v c im ca hng ha

i s rt t tp trung, i khi h nghe qung co

C th chng minh nhng li ch ca sn phm mt cch rt t ngt hay v tnh. Do vy, m

mt cch thuyt phc hn.

thanh trong qung co cn r rng, rnh mch, c

C th pht ha mt cch n tng hnh nh khch ng iu c trng gy s ch .

hng mc tiu dng sn phm , cch s dng cng
nh cht lng ca sn phm.

Mt qung co trn i hiu qu l mt qung

co m cc thng tin chnh khng nn ni ngay

Mt yu t quan trng khc l qung co trn t u, ch n khi thnh gi tp trung ch mi

truyn hnh cn ph hp vi vn ho v suy ngh ca gi ln tng v vi iu cn lu ; tn sn
khn gi.

phm, a ch mua hng c th nhc li thnh

gi kp ghi nh.

61

Cu 11: Gii thch cc phng php trnh by thng ip? Hy ch ra phng php no ph
hp vi nhm nh hng no m doanh nghip mun tc ng n?
a. Gii thch cc phng php trnh by thng ip
Bt k mt thng ip qung co no cng c th trnh by theo nhiu phong cch khc nhau.
Theo Julian Simon, c 7 phng php trnh by thng ip, bao gm:
Phng php thng tin
Quan im l lun
Phng php tm l
Phng php khng nh lp i lp li
Phng php mnh lnh
Phng php lin tng biu tng
Phng php nu gng
Mt s phng php khc:
Phng php hnh nh hoc tm trng
Phng php tr tng tng
Phng php mt mu i thng
Phng php m nhc
Phng php chuyn mn k thut
Phng php bng chng khoa hc

Phng php thng tin

a ra nhng thng tin gii thiu y v sn phm, dch v m khng cn mt li nh gi
nhm nng cao cht lng sn phm hoc a ra nhng li ph bnh nhm cnh tranh.
Phng php ny nhm cung cp thng tin cho ngi tiu dng mun tm kim thng tin ra
quyt nh mua hng.
Phng php ny n gin, thng p dng thng tin gi c th trng. Trong cc siu th,
thng tin c nim yt hoc c thng bo gi c hng ha trong siu th
Ngoi ra phng php thng tin cn p dng cho nhng sn phm, dch v mi tung ra th
trng ( giai on gii thiu ca chu k i sng sn phm ) nhm gii thiu n khch hng tim
nng v s hin din ca sn phm.

Quan im l lun

62

Theo phng php l lun, khi truyn ti thng ip qung co, ngoi cc thuc tnh ca sn
phm, phi km theo kin nh gi cc thuc tnh ca sn phm.
Phng php ny p dng cho nhng sn phm c tnh nng c bit m nu ch cung cp
thng tin thi th khch hng kh m nhn ra c tnh li ch ny.
V d, vi sn phm nm hi nc, thng ip ngoi vic gii thiu n khch hng trn th
trng c sn phm, cn phi l lun, gii thch thm khch hng v li ch:
Khi nm ln nm, bn c cm gic bnh bng nh ang lt trn sng bin.
Khi nm ln nm, bn c cm gic lng lng nh bay trn chn tng my!.
Ngoi ra, bn cn phi l lun thm rng:
Nm rt dai v chc, s khng xy ra s c r r, chy nc!.

Phng php tm l
Phng php truyn ti thng ip qung co da vo yu t tm l thng c p dng
qung co khi s dng nhng hnh nh, m thanh, mu sc gy tc ng tm l n ngi xem, lm
cho ngi xem c cm gic s hi hay vui ci.
V d, trong qung co ph mt ca hng Nolans Cheddar, vi hnh nh ch chut n gm
nhm ming ph mai t trn by chut. Sau khi ci by sp, tng nh cht, nhng vi giy sau,
ch chut bt u nng thanh by chut ln theo iu nhc mt cch rt hi hc.
Trong phim qung co nc gii kht tng lc, vi hnh nh mt ngi ri xung mt hang
su, ti tm v gp qui vt, b qui vt nh ti t. Ch cn ung mt lon nc tng lc l anh ta c
mt sc mnh phi thng, v nh thng qui vt .
Trong qung co nc ngt vi hnh nh vui nhn ca mt qu bong bng cm chic ko knh
cng, va chy va ta cy. Ct mt lc, mt l. Qu bng x hi, gc xung t. Ch cn ung mt
chai nc ngt, lp tc anh ta ng dy v tip tc cng vic, ct lia la.

Phng php khng nh lp i lp li

Phng php khng nh lp i lp li l phng php truyn ti thng ip qung co sn
phm lm nhp tm ngi nghe, ngi nhn bng mt hnh nh hay m thanh c lp i, lp li trong
mt bn thng ip qung co, hoc pht sng nhiu ln trong ngy, trong tun
V d: Qung co my lc nc Kangaroo.

Phng php mnh lnh

Phng php mnh lnh l truyn ti thng ip qung co mnh lnh n ngi tiu dng
rng: ng chn ch, n o g na, hy mua ngay sn phm!.
V d, khi b cm cm, bn hy dng ngay Teffy ( Panadol, Decolgen.).
63

Trong cc chng trnh khuyn mi, ngi ta cng thng s dng phng php mnh
truyn ti thng ip.

Phng php lin tng biu tng

Mc ch ca phng php ny l ngi tiu dng pht sinh cc tng thng qua biu
tng ca mt thng hiu.
ngha ca thng ip qung co thng rt ra t biu tng ca qung co. Khi khch hng
bt gp biu tng ( c th l mt hnh nh, mt con ngi, mt on nhc ) sn phm hay mt s
c tnh lin quan n sn phm s n su vo tm tr ca khch hng.
V d: Ch s t ca kem Wall, chng h Ronan ca McDonalds, chut Mickey ca
WalDisney
Chin dch qung co cho Marlboro ni ting do nh qung co huyn thoi Leo Burnett thc
hin, gip to dng nn thng hiu thuc l ln nht th gii Marlboro.
Trong lch s ban u ca mnh, Marlboro c qung co nh l mt loi thuc l dnh cho
ph n v khng my thnh cng.
Khi nhn li lm qung co cho thng hiu ny, Leo Burnett ngh thay i cch thc
qung co v i tng khch hng. ng s dng mt anh chng Cowboy lm nhn vt i din cho
thng hiu, to nn mt thng hiu c nhng tnh cch rt nam tnh, rt phong trn v mnh
m.
Chin dch qung co ny mang li nhng thnh cng ln v c p dng lin tc trong
hn 50 nm tri. Cc qung co ca Marlboro khng ch to nn mt thng hiu tr gi hn 20 t
-la M m cn to ra c mt hnh nh nc M tuyt vi, mt nc M trong m (AmericanDream Country) vi cc chng cao bi phong trn, ho hng v rt lch lm

Phng php nu gng

Phng php ny dng nhng nhn vt ni ting, c cng chng i m dng sn phm .
Khch hng khi s dng sn phm khng nht thit l v cht lng ca sn phm m phn ln l do
bt chc ngi i m s dng.
V d, qung co ZALO ca Trn thnh Thanh Hng, qung co m Omachi ca M Linh,
Ngoi 7 phng php trn, thng ip qung co c th trnh by theo nhng phng php
khc, chng hn:

Hnh nh hoc tm trng

Xy dng mt tm trng hay hnh nh khi gi quanh mt sn phm, chng hn nh ci p,
tnh yu, hay s thanh thn. Khng ni ra iu g, khng gii thch nhm ngi xem t cm nhn.

Tr tng tng
64

To mt s mi l, li k chung quanh sn phm hoc vic s dng sn phm.

V d, nc tng lc khi ung vo c sc mnh mnh lit, chin thng khng long mt cch d
dng.
ung mt vin Panadol s ct t cn au nhc ngay tc khc!

Mt mu i thng
Trnh by mt hay nhiu ngi ang s dng sn phm trong mt bi cnh bnh thng.
V d, qung co bia Bn Thnh vi nhiu ngi ang cng ly chc mng chin thng.

m nhc
Trnh by m nhc, th hoc v thng p dng cho mt ngi hay nhiu ngi cng ht,
vui nhn lin quan n mt sn phm.
V d: qung co sa Zinzin, tr b ao wonderfarm.

Chuyn mn k thut
M t trnh chuyn mn k thut ca nhm th hoc qui trnh cng ngh ti tn ca doanh
nghip.

Bng chng khoa hc

Trnh by kt qu kho st hay bng chng khoa hc cho thy sn phm c cht lng cao hn
hay c a chung hn cc sn phm khc cng loi.
V d, giy chng nhn ISO 9000, giy chng nhn tiu chun v sinh, an ton thc
phm, Hip hi Nha Khoa Hoa K (ADA) v Vi n Rng Hm M t (thu c B Y T) chng nhn
kem nh rng Colgate Total da trn nhng nghin cu cho thy sn phm hiu qu trong vic
ngn nga v gim su rng, cc bnh v nu v mng bm, gim hi ming.
**Kem nh rng Colgate Total c chng nhn bi Cc Qun L Thc Phm v Dc
Phm Hoa K (FDA) l gip ngn nga su rng, mng bm v vim nu.
Bng chng xc nhn

c t mt ngun ng tin cy hoc d mn xc nhn sn phm. Vn phong ca qung co

phi thch hp vi sn phm cn qung co, cng chng mc tiu v phong cch ca doanh nghip.
V d, Proter & Gamble lun gi mt vn phong nghim tc, mun ni ln iu g mt
cch nghim chnh v sn phm ca mnh nhm tp trung s ch vo ni dung thng ip. Ngc
li, cc qung co ca hng Volkswagen cho kiu xe Beetle ni ting ca mnh thng s dung
phong cch hi hc, d dm.
b. Hy ch ra phng php no ph hp vi nhm nh hng no m doanh nghip
mun tc ng n?
65

Theo Julian Simon, c 7 phng php trnh by thng ip ph bin. Doanh nghip mun
thng ip c trnh by r rng, d hiu v c tc ng trc tip n ngi xem th cn chn ra
c phng php ph hp cho tng i tng tip nhn m mnh mun tc ng n. C th :
Phng php thng tin
Nh trnh by trn, y l phng php m doanh nghip s c sao ni vy nn phng
php ny thng p dng cho nhng loi sn phm m i tng khch hng thng c xu hng
tm hiu thng tin v sn phm. Phng php ny cng c s dng thu ht cc khch hng
tim nng.
Phng php l lun
i vi nhng sn phm c bit th vic qung co n thun s khng gy c nh hng
v to nim tin cho khch hng. Khi s dng phng php l lun, i tng tip nhn s c dn
dt vo mt qu trnh c cu trc tt nhn thc c cc c im v sau hiu c gi tr sau
ny ca sn phm. Phng php ny c s dng khi m cc li ch c trng khng hin nhin v
ngi qung co khng th t tin cho rng ngi nhn thng ip c kh nng suy lun v hiu ra
cc li ch ny m khng cn c s tr gip. Phng php l lun rt ph hp trong cc quyt nh
m nhm nh hng quan tm nhiu, khi h mun c nhiu thng tin nh gi. Tm li, phng
php l lun gii thch l do ti sao sn phm hay dch v ca ngi qung co nn c chp
nhn.
Phng php tm l
Li cun tm l tc l ni n xuc cm, t nhn mnh vo thuc tnh sn phm m ch yu
nhn mnh vo bi cnh qung co. Doanh nghip s dng cch li cun tm l da trn c s nh
hng ca qung co n i tng l kh thi v c ghi nh hn thng qua s li cun mang tnh
xc cm. Phng php ny ch yu tc ng vo xc cm ca i tng tip nhn hn l lm ni
bt cc c tnh sn phm, v vy n thch hp khi i tng tip nhn khng quan tm nhiu n
thng tin v sn phm. thnh cng khi thc hin phng php ny, thng ip phi hp dn i
tng qua nhng g m h cho l c gi tr v thch th c th hin trong bi cnh qung co.
Hai yu t hp dn chnh trong qung co l s s hi v tnh hi hc. S s hai l mt
ng c mnh hn bt k li ch no i tng nhn thy sn phm. Tnh hi hc to ra mt bi
cnh tch cc trnh by sn phm.
Phng php khng nh lp i lp li
Trong phng php lp i lp li, thng ip thng rt n gin v c nhc i nhc li
trong sut mu qung co. Phng php ny gm mt tng c lp li lin tc bng li, hnh
nh, m thanh. V d nh mt qung co cho ru Whiskey a ra thng ip Ru Whiskey
66

 c v tuyt ho c o th s s dng phng php ny nh sau: s dng hnh nh i v

chng tr ang cm ly ru , ngi trn bc thang mt qun ru trong bi cnh tri ang ma.
H mang o ma mu , mang v , giy . Vic khng nh li th thch hp khi tn s lp l
tng ca thng ip c nhiu kh nng lm nh hng n ngi tiu dng nhiu hn l chnh ni
dung c bn ca thng ip, c bit l i vi cc sn phm t c quan tm.
Phng php mnh lnh
Phng php mnh lnh c dng khuyn mi cho cc sn phm dch v quen thuc
trong hnh vi c hng dn c sc cun ht v c th chp nhn c theo cm nhn ca i
tng. Phng php mnh lnh thng c cc nh qung co p dng i vi cc i tng
thng xuyn phn vn, n o la chn gia cc sn phm. Mnh lnh trong qung co c tc
dng thi thc, ng vin ngi tiu dng nhanh chng mua ngay sn phm khi c nhu cu. Khi c
qu nhiu sn phm vi chc nng tng t nhau ngi tiu dng rt kh a ra la chn, nhng
nu thc gic ca nhng qung co sn phm mnh m th s la chn sn phm s nhanh chng
v d dng hn.
Lin tng biu tng
Vic s dng cc biu tng trnh by mt thng ip ni chung s din ra vi cc qung
co c tnh nhc nh n cc sn phm quen thuc v cc biu tng thng s c s dng cho
cc sn phm t quan tm, khi gi nh n cc sn phm d dng s c vai tr ht sc quan trng khi
ngi tiu dng mua hng. Phng php qung co ny thng p dng vi a s khch hng bi
mi ngi u c kh nng nhn thc, lin tng. Tuy nhin kh nng ny l khc nhau vi nhng
ngi khc nhau v nh lm qung co phi thit k nhng biu tng ph hp vi sn phm v ch
n c im ca khch hng mc tiu, ngoi ra h phi chc chn mt iu l s lin tng gia
biu tng vi tng v sn phm phi tn ti.
Phng php nu gng
Phng php nu gng thng c s dng cho cc mt hng c s cnh tranh gay gt vi
nhau v s khc bit gia cc sn phm l khng nhiu. Phng php nu gng thng p dng
i vi nhng i tng b nh hng nhiu bi kin ca ngi khc, c bit ngi tiu dng d
b thu ht v thuyt phc bi nhng ngi ni ting hn. Chnh v vy cc nh lm qung co
thng xuyn s dng cc ca s, din vin, ngi mu ni ting qung co, lm i din cho sn
phm ca mnh. Ngi tiu dng s c cm gic an tm hn khi mua sm bi h cho rng hnh nh
ca nhng nhn vt s l mt s bo m cho nhn hiu sn phm. Phng php qung co ny
thng c cho l c tc ng x hi n quyt nh ca ngi tiu dng. N a cho i tng
tiu dng thng tin v hnh vi thch hp.
67

Cu 12: Lit k v gii thch ngn gn cc phng php khuyn mi ngi tiu dng?
nh ngha khuyn mi ngi tiu dng

L nhm vo i tng ngi mua (khuyn khch khch hng tch cc mua sn phm)

Ngi mua l ngi chu kch thch

Mc tiu

Kch thch dng th v mua sn phm mi

Kch thch tiu dng nhng sn phm ang bn

Bo v khch hng hin ti ca cng ty

Phi hp vi ci hot ng truyn thng khc

Cc hnh thc khuyn mi

Hng mu

Khi nim : hng mu l phin bn nh hn ca sn phm thc t, cha 1 lng va

ngi tiu dng nh gi c cc tnh cht ca sn phm.
Dng trong trng hp

Tnh cht u vi t ca sn phm so vi sn phm cnh tranh c th chng minh d dng

Sn phm c s dng mua thng xuyn
Sn phm c t l li cao, nhng gi bn l thp
u im chnh v thu c tnh ch yu ca sn phm kh truyn t qua cc phng ti n qung
co
Phn phi hng mu
Bu phm
Pht t n nh
Pht ti im bn
Kt hp vi trng by v chng minh sn phm trong cc ca hng
nh vo ho c vo trong bao b ca nhng sn phm khc
Kp vo bo hay tp ch
Phiu nh n hng (gi bng th, trong sn phm khc, in trn cc phng ti n in n)

68

Khng phi tt c cc hng mu u pht khng cho khch hng. Bn gi hng c kch c nh
c tnh cht gii thi u (theo nh n nh ca nhng ngi bn l rt ng h cch phn phi ny v
ngi tiu dng thch dng th hng mu do h mua hn l dng th hng mu biu khng. i vi
nh qung co hng mu bn th hay hn hng biu khng v c th gim c chi ph phn phi
hng mu
u im:

Kch thch ngi tiu dng th sn phm mi hiu qu nht

Li ko khch hng mi
Khuyt im: chi ph cao nht (chi ph ng gi + chi oh phn phi + gi tr ca bn thn sn
phm)
Phiu mua hng

Khi nim : Phiu mua hng l phiu xc nhn c phn phi bi nh sn xut hay ngi
cung cp v c hon li ti im bn l cho nh sn xut hay phn phi, to cho ngi tiu dng
mt c hi mua hng vi gi u i
Cc phng thc phn pht phiu mua hng
Pht trc tip cho ngi tiu dng: th gi trc tip, pht trc tip ti nh
u im: gip nh sn xut thc hi n vi c pht phiu trn di n r ng
Nhc im: chi ph ln ( chi ph gi bu i n cao, chi ph thu i phn pht ti nha, cc
phiu mua hng d b lc)
Phiu c in trn m t phn ca trang qung co tp ch, in trn m t tm card dy v c
chn vo ba ca t tp ch, dn vo tp ch c th g ra c
Kt hp phiu mua hng vi cc hnh thc khuyn mi khc (m t s cng ty p dng phiu
mua hng v x s trng thng)
i vi nh sn xut phiu mua hng va l c h i kinh doanh tt
u im :
Gii thiu sn phm mi
khuyn khch mua hng lp li
to s khc bit i vi sn phm tng t
Qu tng

Khi nim : qu tng l nhng mn hng c biu khng hay bn vi gi u i cho ngi
mua hng khuyn khch h mua mt loi sn phm no
Mc tiu qu t ng:
69

Tng s lng bn ra
Khuyn khch mua hng s lng ln
Kch thch vi c mua khng ch nh trc ca khch hng
B tr tc ng ca cc sn phm cnh tranh, s nh tr do nh hng thi v
Li ko khch hng ang s dng nhn hi u cng ty v tr thnh ngi s dng thng xuyn
To s trung thnh nhn hi u, hp dn ngi mua hng li sn phm ca cng ty
Tng di n tch v khng gian trng by ti cc ca hng
Cc hnh thc qu tng :

qu tng trc tip (qu kp vo gi hng, qu trong gi hng, qu gn gi hng, qu t ng

t v t cha hng)
qu tng ngi nhn phi tr 1 phn: ngi nh n phi tr m t s tin no cho hng t ng v
a ra bng chng mua sn phm .
qu tng theo th yu cu: ngi tiu dng s nh n c qu sau khi gi qua bu i n m t
phiu yu cu mn qu cng bng chng v vi c mua hng ca h
qu tng theo phiu thc hin lin tc: Ngi tiu dng phi lin tc mua tip sn phm tch
ly cho s lng bng chng mua sn phm cn thit i ly mn qu mong mun
qu thng ti ch: ngi bn s t ng trc tip cho khch hng vo thi im sn phm c
mua
Thi c thng v x s
Thi :

Ngi tiu dng phi s dng kh nng chin thng

Phi chng minh s dng sn phm

X s :

Ngi thng c chn ngu nhin

Khng nht thit phi chng mnh s dng sn phm

u im :

Lin kt trc tip vi sn phm

Tnh la chn i tng

t v tr trng by tt ti cc ca hng

Tng thm cc hnh thc khuyn mi

70

Nng cao hnh nh nhn hiu, tng s lng khch

Khuyt im :

t kch thch dng th sn phm

Ch 1 s loi ngi tiu dng quan tm v tham gia

Kh khan trong trng by sn phm thng

L hnh thc phc tp v kh thc hin

Cc hnh thc u i ngi tiu dng

L hnh thc chiu th ngn hn, gip ngi tiu dng tit kim khi i mua hng
Cc hnh thc u i ngi tiu dng khc :
-

Gim gi trc tip: ngi tiu dng mua sn phm mc gi thp hn mc gi bnh thng. Mang
hnh thc l hng gim gi xut hi n trn bao b ca sn phm, ph bin ti cc siu th, cc ca hng.

Thng thm hng: ngi tiu dng mua c m t lng sn phm nhiu hn m vi gi bnh thng

Hon tin m t phn: ngi tiu dng s c tr m t s tin m t khi a ra cc bng chng v vi c
mua sn phm

u i phi hp: kt hp hnh thc u i ngi tiu dng vi hnh thc khuyn mi ngi tiu dng

b. So snh v ch ra nhng u khuyt ca hnh thc khuyn mi ngi trung gian v lc

lng bn hng?
1.

Hnh thc khuyn mi ngi trung gian:

2.1

u im:

Kch thch cc trung gian phn phi tng lng hng t mua trong thi

gian nht nh.

Kch thch cc trung gian phn phi ch hn n hng ho ca Cng ty.

Lm cho cc trung gian phn phi u tin hn cho Cng ty trong vic by

bn hng ha cng nh kch thch cho hng ca Cng ty.

Ci thin mi quan h lm n vi cc trung gian phn phi

71

2.2
-

Khuyt im:

Trong thi gian khuyn mi cc nh bn l mua nhiu hng hn kh nng c th bn ra tn

dng vic gim gi v h s mua t hng hn khi ht hn gim gi => gy o ln k hoch sn
xut hay mc tn kho ca nha sn xut.

Khuyn mi mc cao s dn n vic cc i l bn l i thng lng v gim gi ln

sau.

Khuyn mi s em n nhng loi khch hng thay i v chy theo giao ko.

2.3
-

Hnh thc:
u i thng mi v tr cp khuyn mi.

Tr cp mua hng: Theo tho thun tr cp mua hng, ngi sn xut a cho ngi trung gian mt s
tin c th (lng tin chit khu) i li ngi trung gian mua mt s hng c th trong thi gian nht
nh. Hnh thc kch thch ny (tr di hnh thc tin m t, gim gi trn ha n, cam kt cung cp tn
dng) s to cc n t hng nhiu hn bnh thng t ngi bn s n ngi bn l.Thun li ca nh
sn xut l tiu th hng ho nhanh chng, y l cng c chn ng cnh tranh v tng c quy m t
hng ca Cng ty. Ngi trung gian hng li t vic h gi hng mua m khng cn phi tho mn iu
kin g ca nh sn xut.

Tr cp chuyn hng: duy chuyn hng ho ra khi nh kho v mang n vo ni by hng bn l

(gim kh nng ng hng), nh sn xut c th a ra mt u i thng mi c gi l tr cp chuyn
hng. Ngi bn l nhn tin thanh ton cho mi n v sn phm di chuyn t ni cha hng vo kho
ca hng ca mnh. Nh sn xut s tr cho ngi bn l mt s tin c th cho mi n v sn phm d
tr c di chuyn.

Gim gi khi mua tip: L mt hnh thc tip ni cc u i thng mi khc. Gim gi khi mua tip c
th xy ra ngay sau khi nh sn xut v ngi bn l va hon thnh tho thun tr cp chuyn hng cui
k. Gim gi khi mua tip l mt hnh thc khuyn khch bng tin c th cho vic mua mi hay mua
thm sn phm.

72

Hng tng: cc Nh trung gian nhn c mt s hng min ph khng phi bng tin cho vic mua
lng sn phm c th hay mt s sn phm khc ca cng nh sn xut. Phng php ny to cho nh
trung gian mt c hi kim c li nhun cao hn thng qua vic bn cc sn phm c c do mua
min ph, nhng li khng c hiu qu i vi sn phm lun chuyn chm bi v vic mua nhiu n
gin l khng th lm tng s lng bn mt mt hng nh th.

Tr cp qung co: L cc bin php khuyn khch nhng ngi trung gian qung co mt sn phm ca
nh sn xut. Th hin qua hnh thc thanh ton bng tin tng ng vi % ca tng doanh s mua sn
phm trong khong thi gian c th. nhn c tin tr cp qung co, ngi trung gian phi cho
ngi sn xut bng chng cho bit vic qung co thc s thc hin. Tin thanh ton ch c c sau
khi chng minh c kt qu hon thnh.

Tr cp trng by: Dnh cho ngi bn l, nhng ngi xy dng nhng ni trng by c bit cho cc
sn phm ca nh sn xut, theo cc tiu chun c xc nh trong hp ng chnh thc gia hai bn.
Tr cp trng by c s dng nh mt mt bin php khuyn khch cc nh bn l cao cc sn
phm ca nh sn xut no trong khu vc trng by hay qung co ca h.

Qung co hp tc: l qung co trong trch nhim v chi ph c chia s cho hai hay nhiu nh
qung co, thng thng theo t l 50%, nhng cc bn tham gia c th tho thun vi nhau theo nhiu t
l khc. Mt d qung co hp tc l mt ng lc quan trong trong truyn thng c ng, tuy nhin
qung co hp tc hiu qu nht khi c kt hp vi mt chng trnh qung co mnh m trn phm vi
ton quc. C hai loi qung co hp tc chnh, qung co hp tc hng ngang v qung co hp tc hng
dc.

Qung co hp tc hng ngang: (qung co lin kt) l qung co c ti tr chung bi cc nhm i

th cnh tranh hot ng trong cng mt ngnh. Cc chin dch qung co qua li kch thch nhu cu
u tin trong sn phm ca ngnh.

Qung co hp tc theo hng dc: l loi qung co c hu ht cc nh sn xut s dng. Nh sn

xut thanh ton li cho ngi trung gian mt phn chi ph cho qung co ti a phng nhm cao
sn phm ca nh sn xut. c nhiu cch thanh ton li chi ph tu theo kh nng sang to ca hai bn
v kh nng tho thun cc iu kin. Khi mt ngi bn l kt hp mt s qung co t nhiu nh sn

73

xut thnh mt ni dung qung co trn mt trang qung co, mi nh sn xut phi chi tr mt phn
chi ph tng ng trong tng chi ph cho nh bn l.

Qung c hp tc gi ngi sn xut v ngi cugn ng: c ngi cung ng nguyn v y li u ti

tr. Qung co cho sn phm cui cng ca nh sn xut trong c s dng nguyn li u hay thnh
phn ca ngi cung ng
-

Hi thi v hi ngh bn hng:

Hi thi ca ngi trung gian: Hi thi bn hng cng ng vin nhng ngi trung gian v cc nh
phn phi. S cn thit ca n cng ging nh hi thi ca lc lng bn hng, ngha l phn thng
cng c gi tr v c hi chin thng cng ln th bin php khuyn khch ny cng ha hn hiu qu
cao.

Hi ngh bn hng dnh cho ngi trung gian: Cc hi ngh bn hng ca cc nh phn phi hay i l
cng c th l cng c khuyn mi quan trng, c bit thi im ma bn hng .Cc hi ngh bn
hng ny thng c t chc theo khu vc, c cng mt mc ch nh cc hi ngh bn hng ca lc
lng bn hng Cng ty

Ti liu cho hng: nh sn xut phn phi chng cho nhn vin bn hng. Ti liu cho hng rt hu
ch khi sn phm a dng v mu sc, kch c, kiu dng hay c mt s c tnh c th thay i tu
khch hng chn. i vi cc i l, ti liu cho hng cung cp hng tin v cc nhn vin bn hng
ca hng c th dng n m t sn phm mt cch y . Mt hnh thc khc ca ti liu cho hng l
nhng ti liu pht khng (ti liu hng dn s dng), nhng ti liu ny s thc y mi quan h vi
khch hng

H i ch v trin lm: Hi ch trin lm din ra hng nm trn ton quc. Ti y cc nh sn xut

chiu th v s sn phm bao gm t,thit b tu bin tu thy, thit b nh kho, thit b vin thng,
my vi tnh v my vn phng, v t li u xy dng, thit b nh hng, my mc gia nh, cng c, dng
c th dc th thao,..h i ch trin lm thng mi ng vai tr ni b t trong th trng hng cng
nhi p, rt thnh cng trong th trng hng tiu dng

Cc nh trin lm dng cc khng gian trng by hng ha , biu din sn phm, phn phi
hng mu,cung cp ti li u v sn phm, v thc hi n vi c trnh by trc cc phng ti n

74

truyn thng. Trin lm thng mi rt tn km, nhng nu c hoch nh v thc hi n

ng n th c th t hi u qu v chi ph. Nh trin lm s dng hi phng php o lng
nh gi hi u qu ca trin lm thng mi (1) s lng khch n (2) tiu s ca i
tng tham gia
2.

Hnh thc khuyn mi ngi bn hng:

2.1

u im

Khuyn khch h ng h sn phm hay mu hng.

Khuyn khch tm khch hng hn & kch thch bn hng ma vng khch.

2.2

Khuyt im:

L mt trong nhng cng c giao tip tip th tn km nht.

Cc nhn vin bn hng ch yu c th qu hng hi tng doanh s li nhun cho cng ty m

qun i s chm sc khch hng m bo hi lng v lu di ca h.

Hnh thc

Hi thi ca lc lng bn hng: Hi thi bn hng lm tng ng lc v tng nng sut ca lc lng
bn hng thng qua li ku gi cnh tranh. Cc hnh thc khuyn khch thng th hin dng gii
thng bng tin mt, hng ho, k ngh mt, hay mt s ghi nhn thnh thch hay phn thng t
bit. Hi thi bn hng th hin bng cch ny hay cch khc cng u c chung mc ch l tng
doanh s v tng kh nng sinh li. Hai yu t quan trng cn phi xem xt l thi gian ca hi thi v
tnh cht c cu gii thng.

Hi ngh lc lng bn hng Cng ty: cc hi ngh bn hng nhm vo lc lng bn hng c hai
mc tiu ch yu l: kch thch nhn vin bn hng t kt qu thc hin tt hn v thng tin nhng
vn mi cp nht v cc sn phm mi, cc k hoch, cc chng trnh khuyn mi v th tc cng
tc. Trong bi cnh hin nay hi ngh bn hng l mt din n tuyt vi cho Cng ty thc hin nhiu
mc tiu c th khc nhau

Ti liu cho hng i vi lc lng bn hng: c tc dng cp nht cc sn phm mi, cc thay i v
kiu dng, mu mchng c tng khng lc lng bn hng c th dng trong vic xy dng
mi quan h vi cc i l.

3.

So snh hnh thc khuyn mi ngi trung gian v lc lng bn hng.

75

Hnh thc

Khuyn mi ngi trung gian

1.u i thng mi v tr cp khuyn mi

Khuyn mi ngi bn hng

1. Hi thi ca lc lng bn hng

(tr cp mua hng, Tr cp chuyn hng,

2. Hi ngh lc lng bn hng

Gim gi khi mua tip, Hng tng, Tr cp Cng ty

qung co, Tr cp trng by)

3. Ti liu cho hng i vi lc

2. Qung co hp tc (Qung co hp tc lng bn hng

hng ngang, Qung co hp tc theo hng
doc)
3. Hi thi v hi ngh bn hng (Hi thi
ca ngi trung gian, Hi ngh bn hng
dnh cho ngi trung gian)
4. Ti liu cho hng
5. Hi ch v trin lm
u im

Kch thch cc trung gian phn phi tng lng

Khuyn khch h ng h sn phm

hng t mua trong thi gian nht nh.

hay mu hng
Kch thch cc trung gian phn phi ch hn

Khuyn khch tm khch hng hn

n hng ho ca Cng ty.

Lm cho cc trung gian phn phi u tin hn & kch thch bn hng ma vng
cho Cng ty trong vic by
khch
Bn hng ha cng nh kch thch cho hng
ca Cng ty
Ci thin mi quan h lm n vi cc trung

Khuyt im

gian phn phi.

Trong thi gian khuyn mi cc nh bn l

L mt trong nhng cng c giao

mua nhiu hng hn kh nng c th bn ra tip tip th tn km nht

tn dng vic gim gi v h s mua t hng Cc nhn vin bn hng ch yu c
hn khi ht hn gim gi => gy o ln k th qu hng hi tng doanh s li
hoch sn xut hay mc tn kho ca nha

nhun cho cng ty m qun i s

sn xut.
Khuyn mi mc cao s dn n vic cc

chm sc khch hng m bo hi

i l bn l i thng lng v gim gi

lng v lu di ca h.

ln sau.
Khuyn mi s em n nhng loi khch
hng thay i v chy theo giao ko.

Cu 13: Vic kim tra, nh gi mt k hoch chiu th thng da vo nhng tiu chun
no? Trnh by cc hot ng tng qut thng c thc hin khi pht hin nhng sai st,
li lm, nhng tr ni ca k hoch ang thc thi?
1. Vic kim tra, nh gi mt k hoch chiu th thng da vo nhng tiu chun no?
76

Tiu chun kim tra nh gi k hoch chiu th

Tiu ch nh gi qung co

Chi ph qung co/1000 khn gi mc tiu (CPM)

Mc nhn bit sn phm
T l % nhng ngi nh c tr gip v nh khng tr gip
nh gi ca khch hng thng qua qung co
Mc a thch ca khch hng i vi thng ip v chng trnh qung co
S lng ngi hi mua sn phm sau khi xem qung co
Doanh thu ca sn phm c qung co
Khuyn mi khuyn mi

T l i tng bit, tham gia v nhn xt v chng trnh khuyn mi

S thay i trong hnh vi mua ca i tng
So snh gia ni c v khng c khuyn mi hoc trc v sau khi thc hin khuyn mi
Doanh thu trc v sau khi thc hin chng trnh khuyn mi
T s chi ph khuyn mi (gii thng, qung co cho khuyn mi, qun l khuyn mi)
trn doanh thu
Bn hng trc tip

Cc tiu ch v nh lng:
+ Lng bn theo sn phm, theo nhm khch hng v theo khu vc
+ T l gia lng bn trn tim nng khu vc
+ S lng v gi tr ca n hng
+ T l khch hng c v mi
+ Chi ph bn hng trc tip trn doanh s
Cc tiu ch v nh tnh:
+ Kin thc v sn phm, chnh sch doanh nghip v i th
+ Cc quan h vi khch hng
+ Phong thi lm vic nhn vin (trang phc, thi , t m, sng to)
Quan h cng chng

S lng khn gi ca phng tin

Mc thay i v s bit n, s hiu
Mc ng gp ti doanh s v li nhun
Marketing trc tip

T s gia n t hng v s cuc in thoi, fax, e-mail, th gi

77

T s chi ph marketing trc tip/ doanh thu t hot ng

Hiu qu phi hp gia bn hng trc tip v marketing trc tip
2. Trnh by cc hot ng tng qut thng c thc hin khi pht hin nhng sai st,
li lm, nhng tr ni ca k hoch ang thc thi?
-

Phn tch tnh hnh chiu th hin ti, nhm vo ton b n lc ca chiu th.

Trong qu trnh thc hin chiu th, cc qun tr vin phi trc tip kim tra v nh gi st sao
hiu qu ca tng giai on chiu th. Vic phn tch tnh hnh chiu th hin ti nhm vo ton b
n lc xut pht t nhng vn tn ti trong k hoch ch yu v i hi phi c s thay i ch
c bn ca chng trnh. D nhin, nhng thay i quan trng trong ngn sch ca giai on ny
thng c th nh hng n ngn sch ca cc cng c khc ca chiu th bi v ngn sch ca
mt k hoch chiu th thng c xem xt trong bi cnh ngun lc ti chnh chung ca cng ty.
Mt thay i ln v quy m chiu th c th tc ng n ngn sch ca ton b cng ty.
-

Xy dng li phi thc chiu th

Vic xy dng li phi thc chiu th nhm gip nng cao kt qu thc hin hn so vi hin
ti. Bao gm cc hnh ng iu chnh li mc v phng hng ca tng thnh phn chiu th
trong k hoch chiu th nhm ci thin kh nng phi hp ca cc thnh phn ca chng trnh
bng cch xy dng nhng cn bng thch hp hn na gia cc thnh phn trong k hoch. Mt v
d in hnh nh, mt k hoch chiu th trong qu trnh thc hin nhng n lc bn hng trc tip
ang gp phi kh khn v cc i tng khch hng mc tiu cha quen vi sn phm ca cng ty
cung cp. Trong tnh hung nh vy, chng ta c th phi xy dng li phi thc chiu th bng
cch tng cng n lc qung co to ra nhiu nhn bit v sn phm ni khch hng tim nng
h tr v nng cao hiu qu thc hin ni chung.
-

Xc nh li ch tiu d kin

Xc nh li ch tiu d kin thng c thc hin khi c nhng thay i quan trng trong
cc iu kin ban u khi hoch nh hot ng chiu th v xy dng cc mc tiu khi c bng
chng cho rng cc ch tiu d kin ban u l sai lm, khng thc t. Thng do nh hng ca
mi trng php lut, mi trng cnh tranh, mi trng x hi v mi trng kinh t.
Ngi qun tr s xc nh li cc mc tiu v xem xt li cc n lc ca chng trnh.Khi cc
hnh ng sa cha khng hng vo k hoch chiu th th qun tr vin cn phi xy dng, iu
chnh li chng trnh cho ph hp vi cc d kin mi.

78

Cu 14: Qung co l mt phn quan trng trong IMC, vy lm th no qung co hat

ng nhp nhng vi cc hat ng khc trong IMC?
Truyn thng marketing tng hp (IMC) l khi nim v s hoch nh truyn thng
marketing nhm xc nh gi gia tng ca mt k hoch tng hp, nh gi vai tr chin lc ca
cc thnh phn khc nhau trong truyn thng nh qung co, khuyn mi, tuyn truyn v s kt
hp cc thnh phn ny to ra mt s truyn thng r rng, u n, hiu qu ti a.
(Hip hi cc i l qung co M 4As)
Vai tr ca truyn thng marketing tng hp (IMC):
Cc cng c c bn c s dng t c mc tiu truyn thng ca t chc c gi l
phi thc chiu th/truyn thng (promotional mix), l qung co, khuyn mi, marketing trc
tip, PR v cho hng c nhn.. Mi yu t c vai tr khc nhau trong qu trnh IMC (Integrated
Marketing Communications) v chng cng c thc hin vi hnh thc khc nhau, mi yu t
c mi u im v nhc im nht nh.
Mt chng trnh truyn thng marketing tng hp (IMC) thnh cng i hi doanh nghip
bit cch kt hp ng n cc k thut v cng c truyn thng, xc nh r vai tr v s m rng
cc yu t ny trong vic phi hp; s dng chng. t c iu ny, ngi chu trch nhim v
hot ng truyn thng ca cc cng ty phi hiu r vai tr ca truyn thng marketing trong mt k
hoch chung marketing.
Phi thc truyn thng _ Cng c ca truyn thng marketing tng hp (IMC):
Trong th trng mc tiu, ngoi vic cung cp sn phm, dch v thch hp, gi c cnh tranh, phn
phi thun li cho khch hng, doanh nghip cn phi lp phi thc promotion thch hp
(Promotion-mix).

79

Hnh 1.1 Phi thc IMC

Chin lc Promotion -mix bao gm s kt hp cht ch cng lc nhiu yu t nh:
qung co, quan h cng chng, qung b, khuyn th (khuyn mi, khuyn mi), bn hng
c nhn, bn hng qua in thoi (International trade exhibition), phi on thng mi
(Trade mission), hi ch thng mi quc t (International trade fair) v trin lm thng
mi quc t (International trade exhibition). Ty theo iu kin v mi trng kinh doanh
ca doanh nghip chn cc yu t kt hp trong Promotion -mix sao cho ph hp v hiu
qu.
Qung co l cng c quan trng trong phi thc IMC. Tuy nhin c mt k hoch phi
thc IMC hiu qu cn c s kt hp ph hp gia qung co vi cc cng c khc trong nhng
trng hp khc nhau.
5
4.5
4
3.5
qung co

Pr

2.5

bn hng trc tip

khuyn mi

1.5
1
0.5
0
Nhn bit

hiu bit

thuyt phc

mua

Biu 1.1 Phi thc IMC i vi sn phm ngi mua quan tm nhiu
-

Trong giai on nhn bit, qung co l cng c pht huy hiu qu cao nht, tng mc nhn bit
v nhc nh khch hng v sn phm. Song song l qu trnh giao t cng gp phn tng nhn
bit kt hp vi bn hng trc tip, hu nh khuyn mi khng nh hng trc tip n qu trnh
80

ny. u tin tp trung mnh vo qung co, gy n tng mnh khin cho khch hng c cht n
tng v bit n sn phm kt hp vi giao t nng cao hiu bit v sn phm, khch hng bit r
v li ch sn phm mang li, nhng a im bn hng trc tip cng s gy ch , khuyn khch
khch hng n xem sn phm. Trong giai on ny kt hp tt 3 cng c qung co, giao t v bn
hng trc tip s pht huy hiu qu cao.
-

Qu trnh nhn bit giao t pht huy cao cc chng trnh mang n kin thc v thng tin v sn
phm, tng s hiu bit ca khch hng. Cng tng t giai on nhn bit, nhng giai on hiu
bit c thm cng c khuyn mi kch thch khch hng ch n sn phm. qung co s gim
bt v tng cng giao t kt hp bn hng trc tip,khi khch hng bit n sn phm nn tp
trung vo giao t v bn hng trc tip thc y nhn thc ca khch hng, hiu thm li ch sn
phm, thm khuyn mi khin cho khch hng c thm li ch khi mua sn phm.

Giai on thuyt phc c cng c bn hng trc tip thc hin hiu qu kt hp vi tt c cc
cng c cn li, giai on ny cng l giai on khin cho khch hng c thin cm v bt u c
nh mua sn phm. Sau khi khch hng hiu bit n sn phm, bt u tp trung vo bn hng
trc tip v khuyn mi, bn cnh vn din ra qu trnh giao t v gim bt qung co .

Trong giai on ny, cng c bn hng trc tip c hiu qu cao nht v nhn vin bn hng trc tip
s gii thiu, hng dn sn phm cho khch hng. T , h s a ra quyt nh mua. Cng c c
hiu qu tip theo l PR. Khch hng s nhn bit r hn v cng dng, hnh nh tht ca sn phm
qua cc s kin. Qung co khng cn t hiu qu v khch hng tm hiu thng tin v sn phm
trc khi quyt nh mua.

Giai on quyt nh mua b nh hng trc tip v cao nht l do cng c bn hng trc tip,
qung co khng h c nh hng g n quyt nh mua ca khch hng. Khch hng c quyt
nh mua hay khng cng l nh vo ti thuyt phc ca ngi bn hng, cng thm cc chng
trnh khuyn mi kch thch sc mua.

Tm li, qua cc giai on mi cng c c chc nng ring v pht huy mnh nht. ta c th thy
trong sut cc qu trnh trc khi mua bn hng trc tip v gia t l 2 cng c xuyn sut, qung
co l cng c bt buc giai on nhn bit phi y mnh.

81

6
5
4
3
khuyn mi

PR

qung co

Biu 1.2 Phi thc IMC i vi sn phm ngi mua quan tm t

-

Trong giai on nhn bit, cc cng c qung co, khuyn mi v PR c kt hp vi nhau

v s dng chng vi tn sut cao gip ngi tiu dng nhn bit sn phm d dng ( sn
phm g, ca cng ty no, cng dng,) cng nh to s n tng, ghi nh hnh nh sn
phm v cng ty.

Tip theo giai on nhn bit l vic dng th sn phm. Sn phm ngi mua t quan tm
cn n bc dng th trong hot ng chiu th ngi tiu dng d dng nm bt sn
phm hn, cm nhn thc t v chnh xc nhng gi tr ca sn phm mang li. i vi loi
sn phm ny, qung co khng phi l cng c c lc v hnh nh, m thanh, thng ip ch
mang tnh cht minh ha, khng tnh thc t. Thay vo , cng c PR ( t chc s kin,
ti tr, hot ng x hi,) c s dng nhiu vi tc dng thu ht ngi tiu dng li gn
hn vi sn phm v cng ty cng nh hnh nh i vo tri tim h nhanh hn. Cng c
khuyn mi ( dng th ti ch, dng th mang v,) cng gip ngi tiu dng tip xc vi
sn phm mt cch nhanh nht v hiu qu nht.

Trong giai on hnh thnh thi , cng c qung co cng thc hin song song vi PR
nhm y mnh hnh nh, nhc nh , lp li sn phm trong tm tr ngi tiu dng. Cng c
khuyn mi c s dng t dn v tn xut rt thp vi tc dng ch gp phn nh thc
y ngi tiu dng n vi s hnh thnh thi v quyt nh mua sn phm nhanh hn.

Cui cng, ngi tiu dng yu thch, mua li sn phm, cng c khuyn mi khng c
s dng na. Thay vo , cng c qung co v PR c s dng song song vi nhau
82

nhng mc s dng thp hn so vi giai on hnh thnh thi . Sn phm quan tm t l

nhng sn phm c gi tr cao, s lng c hn, nn khuyn mi khng c s dng lu
di v s lm gim gi tr v hnh nh sn phm. Bn cnh , qung co v PR cng kt hp
ng vai tr nng cao hnh nh, ng cp, uy tn, ca sn phm v cng ty.

83

Cu 15: Ti sao khch hng khng mua sn phm ca bn ?

Cng vic marketing ca chng ta l gio dc cho khch hng bit c l do h cn sn
phm ca mnh, cng dng ca sn phm, v v sao sn phm ca ta c gi tr i vi h. Nu
chng ta khng tr li c nhng cu hi v marketing ny, chng ta cng s mt i nhng khch
hng tim nng ca mnh.
Trong khi vit v ti ny, ti gi nh l cc bn c nhng sn phm/dch v vi cht
lng tt, v vy ti khng cp n vic cc bn ang bn nhng th ti tn nu nh th, th
khng phi l cch lm n ng n cht no, v bn nn chi khon ph marketing vo vic nng
cao cht lng sn phm ca mnh trc .
iu m ti mun chia s vi cc bn, l v nhng l do v sao m nhng v khch li khng
mua hng, trong khi bn ang cung cp nhng sn phm cht lng tt v hu dng. Nhng l do
c v rt s ng, nhng c th bn s cm thy ngc nhin v c bao nhiu l v lm n kinh doanh
khng n chng khi thit k v pht trin chin lc marketing ca h.
Bn c tn thi gian vo vic marketing cho sn phm ca mnh, nhng vn khng bn c
hng nh mong i? S tht l khch hng cn c nhng bc c th dn n vic h b thuyt
phc mua hng. Nu cng vic marketing ca bn khng nm bt c nhng yu cu ny, th l
l do v sao m sn phm ca bn c bn mi m khng xong.
L ngi tiu dng, chng ta khng ch b thuyt phc bi gi c ca sn phm, m cn bi
nhng li ch m sn phm c th em li cho mnh.
Nu bn nhn ra l vic bn hng ca mnh ang gp kh khn, c l bn s mun cn nhc
nhng l do m ti sp nu ra sau y, gii thch ti sao m ngi tiu dng khng mua, v lm cch
no cng vic marketing ca bn tt hn, theo cch m s bin nhng ngi tiu dng tr
thnh khch hng ca bn.
1. H khng nhn bit c sn phm ca bn
Ngi ta khng th mua hng nu nh khng bit g v n. Nu bn lm marketing m khch
hng vn khng bit v nhng sn phm ca bn, th c l n lc phi xem li v sao m n
khng hiu qu. Bn nhm ng th trng vi thng ip ca mnh cha? Thng ip y c tip
cn c vi nhng khch hng m c th hng th vi sn phm ca bn? Mt iu quan trng
phi nh l khng phi c tng cng marketing l gii php hu hiu , bi v vn c th nm
ch: ni no m marketing ca bn nhm n, v phng tin truyn thng no m bn s dng.
2. H khng hiu nhng li ch ca sn phm.
Ngi tiu dng khng ch mua sn phm ch v gi. (Nhng tt nhin h vn quan tm n
yu t ny). H mua da vo nhng cng dng, li ch m sn phm em li. Nu bn hi khch
84

hng ca mnh v nhng li ch m sn phm ca bn em li cho h, liu h c bit khng? iu

ny rt quan trng. Cng vic marketing ca bn phi tp trung vo vic nhn mnh cng dng, li
ch ca sn phm, khin cho ngi tiu dng cm thy thch th vi vic mua chng. Hy lp ra
mt danh sch gm 3 trong nhng cng dng ni tri nht ca sn phm v dng vo thng ip
marketing ca bn.
3. H khng cm thy sn phm ca bn c gi tr.
Ngi tiu dng s khng mua hng nu nhn thy mn chng c gi tr g.V sao khch
hng hay cn nhc gi tr ca sn phm? Nu mt khch hng khng th thy c gi tr ca sn
phm, h s b qua lun. V vy bn cng phi to ra cm nhn v gi tr sn phm ngay trong
thng ip marketing ca mnh. C th dng nhng li ch ca sn phm to ra gi tr cm nhn
cho chng. V iu c th gip cho vic bn hng ca bn.
4. H cm thy sn phm khng p ng c nhu cu ca mnh.
Chng ta bn v li ch v gi tr cm nhn sn phm, by gi chng ta hy bn v nhu cu.
Ngi tiu dng c bit rng sn phm ca bn l ph hp vi nhu cu ca h? N c lm cho cuc
sng ca h d dng hn, tit kim thi gian, v lm h thy kh hn khng? Nhu cu no ca
khch hng m sn phm ca bn c th p ng c? Bn phi ni vi ngi tiu dng v iu
, ng bt h phi on hay phi t tr li. Ni vi khch hng v gio dc cho h bit v sao m
h cn sn phm ca bn.
5. Sn phm ca bn kh tip cn.
Ngi tiu dng khng th mua nhng th khng tin cho mnh. Nu h nghe rng sn phm
ca bn khng tip cn c, th s qun n lun. H mun d dng c c cng nh d dng s
dng sn phm. Vy lm sao sn phm ca bn d tip cn hn? C phi chng ang mt v tr
kh nhn? Hay vic phn phi gp kh khn? C l bn nn bn sn phm ca mnh trn mng. Hy
nng cao kh nng tip cn khch hng ca sn phm v xem th bn c cn mt s thay i hay
khng.

85

PHN THC HNH

Cu 1: Phn tch k hoch qung co ca dng sa chua ca Vinamilk nm 2014:
Qung Co Sa chua SuSu ca Vinamilk cho b 2014
Ngun pht:
Ngun pht c 2 loi l ngun pht trc tip v gin tip. Trong , ngun pht trc tip bao
gm vic cung cp tn nh sn xut, tn thng hiu ngay trn mu qung co c pht , cn i
vi ngun pht gin tip th ngc li.
Vi mu qung co sa chua Su Su, xuyn sut on qung co c pht sng khng cp
n tn nh sn xut l Vinamilk m ch nhc n tn sn phm l Su Su. V vy, mu qung co sa
chua SuSu ca Vinamilk thuc ngun pht gin tip.
Ngun nhn:
Ngun nhn m mu qung co sa chua SuSu hng n l tr em, v tr em l ngi tiu dng
trc tip,thng qua mu qung co vui nhn y mu sc,gi ln s thch th,kch thch s thm n
tr v t thc y c hnh vi mua hng ca ph huynh.
Mc tiu qung co:
Hng nm sa chua susu u sng to ra mu qung co mi vi mc ch cng c thi ca
khch hng v sn phm v tip tc s dng sn phm. c bit trong nm 2014, su su cn cho ra
i mu qung co vi thng bo c bit l khi mua su su tr s c nhn thm mt b tranh ct
3D, tng cng kh nng sng to ca tr. Tr s thy thch th hn khi c qu v thuyt phc B
M mua sn phm ny cho mnh.Ring ph huynh s cm thy hi lng khi mua su su va tt cho
sc khe li va nhn c qu tht ngha cho s pht trin ca con
Thng ip qung co:
Thng ip c truyn ti qua giai iu bi ht vui ti, khin tr thch th hn khi xem qung
co v c th ht theo. Thng ip ca sn phm sa chua ny l Su Su ngon, b dng rt tt cho
tr em mt thng ip khng qu di dng nhng d nh, ngha v to c lng tin cho khch
hng vi sn phm.
Ni dung qung co:
Bi cnh qung co l mn hnh nh ca cc loi tri cy nh chui, du, to v hnh nh git
sa t nhin, l nhng hng v chnh m sa chua su su mang n cho tr. Khng n thun l
nhng loi tri cy bnh thng thng thy m chng tr nn sinh ng hn, bit ht, bit nhy
ma nng ng thng qua s din xut ng yu ca cc em nh.

86

Ni dung qung co c th hin thng qua mt bi ht vui nhn vi ni dung gm 3 phn:

( ch c tnh cht tham kho)

Ch (T): Sa chua SuSu

Thut ( R ) : Th hin u th ca dng sn phm qua cu ht u tin
SuSu tht nhiu men vi sinh vi bao cht x. n cng nhiu cng vui v SuSu giup khe hn.
SuSu tht l ngon hng v m ly qu tuyt vi . Cu ht ny bao qut c nhng li ch t cc
cht dinh dng m sa chua SuSu mang li.
Hoa ( I ): Mm mm.b no cung thch
nh gi qung co: ?????????????

87

Cu 2: Lp k hoch qung co cho dng sn phm sa chua Vinamilk trong 6 thng cui
nm 2015
K hoch qung co sa chua Probi t 1/10/2015 n 30/11/2015
Bc 1: Nghin cu th trng:
Th trng hin ti:
Nm 2014, th phn sa chua Vinamilk chim 90% th phn sa chua c nc. Sa chua trng
bulgaricus l mt sn phm mi c tung ra th trng trong nm 2015 thch hp vi mi la tui,
gii tnh. (mi c tung ra nn cha c th phn)
Th trng tng lai:
Nhu cu s dng sn phm tt cho sc khe ngy cng tng. Xu th ny cng c nhiu ngi
hng ng. Sn phm sa chua trng bulgaricus tt cho h tiu ha, lun vui v p ng c nhu
cu sc khe ca ngi tiu dng. Cha c sn phm no va mang tiu ch sc khe va mang tiu
ch tinh thn nh sn phm ny v th d on trong tng lai sa chua trng bulgaricus s l mt
sn phm c nhiu ngi tin dng.
Phn tch i th cnh tranh:
i th cnh tranh ch yu ca dng sn phm ny l sa chua n ln men TH Truemilk. Dng
sn phm ca i th va c hng v truyn thng va c hng v tri cy. Mc khc thng hiu
TH Truemilk ni ting t dng sn phm sa ti nn khng kh khn khi sn phm sa chua
ny ra i th c nhiu ngi bit n. Tuy cha c th phn cao bng cc sn phm sa chua ca
vinamilk nhng sn phm ny c nh gi c hng v ngon v mi l. Chnh hng v ny s
lm nhiu ngi t m v mun c th sn phm. V th trong tng lai sa chuan ln men TH
Truemilk s c nhiu ngi s dng hn v s tr thnh i th nng k ca sn phm Probi.
Xc nh ngun lc cng ty:
C h thng qun tr cht ch, mi lnh vc c ngi qun tr ring bit nm gi cng vic v
iu hnh cng vic mt cch chnh xc, hiu qu. Nhn vin c tuyn chn k cng v trnh
chuyn mn v o c cng vic. Nh c i ng nhn vin chuyn nghip nn Vinamilk cung
cp cho th trng nhng dng sn phm cht lng, p ng c nhu cu ca ngi tiu dng.
Bc 2:
Xc nh mc tiu qung co:
Xc nh ngun pht: ngun pht trc tip.
Xc nh ngun nhn: tt c mi ngi mi tui v gii tnh.
Mc tiu qung co:
o Gi vng th phn v doanh s

88

o Cng c a v thng hiu lm cho ngi tiu dng lun nh n tn tui ca mnh
v gn b vi nhn hiu.
La chn phng tin qung co: Tivi l mt phng tin c kh nng thm nhp c tt c cc th
trng khc nhau. Qung co trn tivi c tc dng rt ln, do tivi kt hp mt cch hon chnh hnh
nh, m thanh v hnh ng cng vi cc mu sc phong ph. y l mt phng tin rt l tng.
Xc nh ngn sch d kin:??????
Chin lc sng to thng ip:
(mi ngi t sng to nha )
Ni dung qung co:
(t lm lun nha )
Ngn sch thc t:
Mu qung co c pht sng khong 30 giy vi tn sut lin tc trong vng 2 thng trn
knh HTV7 V VTV
Khung gi trn knh HTV7:
o 11h50 - 11h57 (trc ending): 17 triu.
o 18h30 19h : 25 triu.
o 19h59 20h (sau CT): 30 triu.
Khung gi trn knh VTV:
o Khung A1 (6h-7h) trnh knh VTV1: 35 triu.
o Khung C4.3 (18h50-19h) trn knh VTV3: 65 triu.
Tng chi ph qung co trong vng 2 thng l 10 t 320 triu ng.
y l bng gi qung co ca i truyn hnh nm 2015:
HTV:

http://www.slideshare.net/nguyenducgianghcmvn/bang-gia-quang-cao-tren-truyen-

hinh-htv7-9-2015
VTV: http://www.mediafire.com/view/zgb96w33ad1btnr/VTV-2014.pdf
Bc 3: nh gi chin lc
(Trn y ch l mt vi tham kho. do k hoch thc hin l 6 thng nn c th cn nhiu
hnh thc qung co khc.)

89

Cu 3: Phn tch chng trnh khuyn mi ca dng sn phm sa ti nguyn cht 100%
nm 2014
Chng trnh khuyn mi Th gii sa Vinamilk ca em
i tng khuyn mi: dnh cho tt c ngi tiu dng nhng i tng mc tiu l nhng

gia nh c con nh t 3-12 tui.

Mc tiu khuyn mi:
Hnh thc KM ny nhm kch thch NTD mua sn phm nhiu hn, tiu dng nhiu hn, bo v

khch hng hin ti ca cng ty, thu ht thm khch hng mi, gp phn tng danh s cng ty.
Ngoi ra, chng trnh KM cn gip Vinamilk to c th mnh cnh tranh vi cc i th trn th

trng, nng cao c a v sn c.

Qung co cng hng vi khuyn mi s lm tng hiu qu qung co.
Vinamilk quan tm n s pht trin ca tr nh. Khng nhng cung cp nhng sn phm cht
lng, m bo cho s pht trin ca tr, Vinamilk cn tng nhng sn phm kch thch s t duy,
sng to ca tr. Vi nhng hnh nh ng nghnh, thu ht, tr nh s tc ng b m mua cho mnh.

V v th Vinamilk to c du n vi ngi tiu dng.

Hnh thc khuyn mi:
Vinamilk thc hin chng trnh khuyn mi Th gii sa Vinamilk ca em theo hnh
thc qu t ng nh km lc sa cho khch hng mua Sa Ti t Trng Vinamilk B Sung
Vi Cht cng thc ADM+ ho c Sa Ti Tit Trng Vinamilk 100% H Tr Min
Dch (180ml v 110ml). Mi lc sa s c tng km 1 ming ghp hnh 3D sng to
cho b.
c bit, Vinamilk cn dnh ring 1000 thng sa ADM 180ml cho 1000 b u tin su tp
trn b 40 ming ghp 3D, chp nh v gi email v chng trnh theo a ch:
ctkm@vinamilk.com.vn
Thng ip KM: Th gii sa Vinamilk ca em.
Chng trnh ny mang n thng ip gip m v b s c nhng pht giy th gin, gn gi
v hiu nhau hn. B m s hnh phc chng kin s hot bt, ho hng, kho tay nhanh mt ca b
khi cng b yu xy dng b su t p 40 ming ghp 3D vi cc hnh ng nghnh nh b du dng
vi trang phc kimono, b trt patin rt ngu, b lm u bp, b lm bc s, b chi rubik
cng cy xanh, hng ro, nh kho.
Thi gian KM: 7/4/2014 n 7/6/2014.
Phm vi KM: khp c nc
Phng tin KM:
Phng tin KM m cng ty s dng thng bo KM n cho khch hng l thng qua
qung co trn truyn hnh. Chng trnh KM c thng bo i km c pht chung vi mu
qung co chnh ca sn phm.
90

Thng bo qua truyn hnh l mt hnh thc hiu qu bi kh nng truyn t nhanh chng,

mi ngi d tip nhn. Cc b sau khi xem qung co s c thy mn qu khuyn mi mnh s
c nhn khi mua sa, t chng s tc ng n B M ca mnh mua sa nhn qu.
nh gi:
- Lm mi hnh nh sn phm trong mt ngi ngi tiu dng.
- To c n tng ni ngi tiu dng vi nhng sn phm khuyn mi sng to cho
-

b.
To c mi gn kt gia Vinamilk vi cc b ngi tiu th sn phm.

91

Cu 4: Lp k hoch KM dng sa ti nguyn cht 100% trong 6 thng cui nm 2015

Nghin cu th trng:
- Khch hng mc tiu
- Phn tch SWOT n gin
- Chin lc KM ca i th cnh tranh.
Xc nh i tng KM: c th l khch hng hoc h thng phn phi.
Mc tiu KM:
i vi KH:
- Kch thch ngi tiu dng dng th v mua sn phm mi.
- Kch thch tiu dng nhng sn phm ang bn.
- Bo v KH hin ti ca cng ty.
- Phi hp v lm tng hiu qu qung co v cc hot ng marketing khc.
i vi h thng phn phi:
- Xy dng h thng phn phi v h tr sn phm mi.
- H tr cho sn phm ang tiu th.
- Kch thch ngi bn l trng by sn phm v y mnh tiu th sp c.
- Khuyn khch ngi bn l d tr
Xc nh ngn sch d kin:
La chn hnh thc KM:
i vi KH: (chi tit trang172)
- Hng mu.
- Phiu mua hng.
- Qu tng (qu tng trc tip, qu tng m ngi nhn phi tr mt phn)
- Qu thng ti ch.
- Thi c thng v x s.
- Cc hnh thc u i ngi tiu dng: gim gi trc tip, thng thm hng, hon tin

mt phn.
i vi h thng phn phi: (chi tit trang 186)
- Hi thi bn hng.
- Tr cp thng mi: tr cp mua hng, tr cp trng by hng, hng tng.
- Trng by v phng tin trng by.
- Hi ch v trin lm.
- Qung co hp tc.
La chn thng ip KM
La chn phng tin KM
Ngn sch thc t
Thc hin
- Ngun lc.
- C cu t chc.
- Giao vic c th.
- Trch nhim r rng / lch trnh / thi gian biu.
nh gi

92

Cu 5: Phn tch k hoch PR ca vinamilk nm 2014.

Hi tho "Chm sc sc kho ngi cao tui
-

Mc tiu PR
Th hin trch nhim XH.
Xy dng v nng cao hnh nh tch cc v DN.
Lm ni bt sn phm so vi TCT.
i tng tham d: thnh vin hi ngi cao tui thnh ph HCM.
Hnh thc PR: t chc s kin t vn sc khe cho ngi cao tui.
Thi gian: 25/8/2014.
a im: hi tng hi ngi cao tui Tp HCM.
Phng tin PR: thng qua th mi trc tip
Ni dung PR: t chc o hm lng camxi trong xng ca ngi cao tui, t vn v hm
lng canxi v h tiu ha cho ngi cao tui.
Thng ip PR: (Tm khng c. tm c nh thng bo ) phn tch ngha thng ip.
i tng mc tiu: nhng ngi tham d c th l KH tim nng hoc KH hin ti ca
Vinamilk. i vi KH tim nng thu ht h, kch thch h chm sc sc khe thng qua sn
phm ca Vinamilk. KH hin ti gip h gn b hn v s dng nhiu hn vi sp.
nh gi:
- To c mi quan h vi KH cao tui.
- To nim tin cho KH.
- To cm gic hi lng cho KH khi c quan tm.
- Gip NTD ln tui hiu c li ch ca sn phm dnh cho h.
- Dng ngi cao tui tc ng n cc thnh vin trong gia nh.

93

Cu 6: Lp k hoch PR cho dng sa ti nguyn cht 100% vo 6 thng cui nm 2015

Nghin cu th trng:
- Phn tch Swot ngn gn
- Chin lc PR ca TCT
Mc tiu PR:
- Xy dng v nng cao hnh nh tch cc v DN.
- Tm cch thit lp v nng cao hnh nh nhn hiu hay hnh nh sn phm.
- Thuyt phc KH mua sn phm c th.
- Thng bo v hot ng ca cng ty cho cng chng bit.
- iu chnh hot ng ca cng ty cho ph hp vi thi ca cng chng.
- Thay i quan im li thi ca cng chng i vi sn phm hay cng ty.
- Gii thiu sn phm mi.
- Tng uy tnh cho nhn hiu.
- S dng hnh nh, nhn hiu cho hot ng bo tr.
- Cng b trn an d lun.
Phn tch ngun nhn: KH mc tiu
Ngn sch d kin
Thng ip: phn tch k
Hnh thc PR: (trang 240)
- Thng tin bo ch
- Hp bo
- T chc s kin
- Qung co bin h
- Qung co nhn o, ti tr.
- Tham gia hot ng cng ng.
- Dn dng sn phm.
- Qung co mc ch phc v
-
Ni dung chng trnh: thi gian, a im, ni dung.
Phng tin thc hin: (trang 232)
- Th trc tip.
- Catalog.
- Phng tin pht sng.
- in thoi.
- Phng tin in t.
Ngn sch thc t
Thc hin:
- Giao vic c th.
- Trch nhim r rng / lch trnh / thi gian biu.
nh gi

94

K HOCH TRUYN THNG

B1: Phn tch thc trng
-

K hoch truyn thng c.

Cc yu t tc ng:
+ Vi m
+ V m
Phn tch SWOT.

K hoch truyn thng ca i tng chiu th.

Khch hng cng ty.

B2: Phn tch qu trnh truyn thng, mc tiu truyn thng.
B3: Ngn sch d kin

Tng ngn sch d kin.

Phn b ngn sch d kin cho tng cng c.

B4: Phi thc IMC
BN HNG
TRC TIP
NS d kin bn
hng trc tip

QUNG CO
NS d kin QC

Mc tu BHTT

Mc tu QC

Chin lc
thng ip
Chin lc
phng tin
BHTT
NS thc t

Chin lc
thng ip

Ni dung

Chin lc
phng tin QC
NS thc t

B5: Thc hin

-

Ngun lc.

C cu t chc.

Giao vic c th.

Trch nhim r rng / lch trnh / thi gian biu.

B6: Kim tra nh gi

Thng tin cho k hoch truyn thng ln sau.

Ch .

Phng n d phng.

95

KHUYN MI

PR

NS d kin
NS d kin Pr
khuyn mi
Mc tu khuyn
Mc tu Pr
mi
Chin lc thng
Chin lc
ip
thng ip
Chin lc
Chin lc
phng tin
phng tin Pr
khuyn mi
NS thc t
NS thc t

K hoch chiu th Probi

1. Mc tiu qung b thng hiu
Tng th phn t 35% ln 50%, cnh tranh vi i th Yakult hin ang gi 60% th phn.
(Ngun: Phng Sales cng ty Campina Vit Nam)
Tng mc nhn bit thng hiu ln 75%.
Tng ph to cc im bn l ln 80%.
2. K hoch qung b thng hiu
i tng chiu th:
Tr em tui 3-12
Bn tr tui 15-25
Cc b ni tr
Knh chiu th
1. Qung co
Qung co trn tivi
Qung co trn radio
Qung co trn internet
Qung co trn cc tp ch treo banner qung co
Mn hnh LCD TV trong siu th, trung tm thng mi, xe but
Ti tr cuc thi m nhc R M,..
2. Quan h cng chung
C trch nhim bo v mi trng
Vit bi PR
Qu hc bng
Thnh lp Trng bng Arsenal Vinamilk
Phng dng m Vit Nam anh hng, xy nh tnh ngha, xa i gim ngho
T chc hi tho
T chc cc cuc thi tnh nguyn
3. Khuyn mai
i vi ngi tiu dng:
Chng trnh khuyn mi
i vi nh phn phi, i l:
Chit khu
Tng lch Xun
Tng chuyn du lch.
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4. Bn hng trc tip (Personal Selling)

t PG ti cc im bn, siu th. Pht min ph sn phm.
Phn Tch SWOT Ca Cty Vinamilk
1.im Mnh:
+ Thng hiu mnh , th phn ln (75%).
+ Mng Li phn phi rng khp (64 tnh thnh ).
+ Sn phm a dng, gi c cnh tranh.
+ Dy chuyn sn xut tin tin
+ Ban lnh o c nng lc qun l tt.
+ Danh mc sn phm a dng v mnh (150 chng loi sn phm)
+ Quan h bn vng vi cc i tc.
+ i ng tip th v nghin cu sn phm giu kinh nghim
2. im Yu
+ Ch yu tp trung sn phm vo th trng trong nc.
+ Hot ng Marketing ca cng ty ch yu tp trung min Nam.
3.C Hi
+ Cc chnh sch u i ca chnh ph v ngnh sa ( ph duyt 2000 t cho cc d n pht trin
ngnh sa n 2020 )
+ Ngun cung cp nguyn liu n nh (vinamilk cng ch ng u t, xy dng cc ngun u t,
xy dng cc ngun nguyn liu phc v nhu cu ca doanh nghip)
+ Gia nhp WTO : m rng th trng , kinh doanh, hc hi kinh nghim.
4.Thch Thc
+ Nn kinh t khng n nh ( lm pht , khng hong kinh t .....)
+ Gia nhp WTO : xut hin nhiu i th cnh tranh.
+ Tnh hnh chnh tr trn th gii cn nhiu bt n.
THUN LI
Nn kinh t tng trng nhanh ca Vit Nam c tc ng tch cc ti sc mua trong nc, trong
c ngnh ch bin sa, nht l khi i sng ca ngi dn c nng cao.
Sn phm ca Cng ty vn c li th cnh tranh do cht lng tng vi sn phm nhp khu v gi
bn cnh tranh.
Cc chin lc tn dng ti a ngun nguyn liu trong nc ca Cng ty ra c tc dng gim
bt p lc v nguyn vt liu nhp khu lm gim ti thiu nh hng ca t gi.
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KH KHN
Trong trng hp nn kinh t tng trng chm trong thi gian ti, lm thu nhp ca ngi dn
gim s tc ng ti sc tiu th sa trong nc, lm gim li nhun v doanh
thu ca Cng ty.
Vic Vit Nam gia nhp WTO s to iu kin cho cc cng ty nc ngoi thm nhp vo th trng
trong nc, tng sc cnh tranh gia cc cng ty trong ngnh. Ngoi ra, vic gim thu nhp khu
i vi cc sn phm sa s to
iu kin thun li cho cc sn phm sa ngoi nhp.
Vi 50% nguyn liu u vo ca Cng ty l nhp khu v 30% doanh thu ca Cng ty l t xut
khu, nhng bin ng v t gi c nh hng n hot ng ca Cng ty
TRIN VNG
Nhn thc c tm quan trng trong ngnh chn nui b sa, ngy 26/10/2001 Th tng Chnh
ph ra quyt nh s 167 v chnh sch pht trin chn nui b sa Vit Nam thi k 2001-2010.
ng thi b trng B Cng nghip cng ra quyt nh s 22/2005/Q-BCN ph duyt quy hoch
pht trin ngnh cng nghip Sa Vit Nam n nm 2010 v nh hng n nm 2020.
Ngun cung cp nguyn vt liu chnh kh n nh trong tng lai, ngnh sa Vit Nam s dn
gim t trng sa nguyn liu nhp khu, thay th vo l ngun nguyn liu sa b ti, m
bo cht lng sn phm sa cho ngi tiu dng v gp phn thc y cc ngnh h tr trong
nc. Nhng yu t ny c tc ng tch cc ti hot ng sn xut kinh doanh ca Cng ty.
Ngoi ra, Cng ty u t 11 t ng xy dng 60 bn sa v xng s ch c thit b bo qun
sa ti. Vinamilk l cng ty i u trong vic u t vng nguyn liu c bi bn v theo k hoch.
RI RO
D bo gi sa nguyn liu trn th trng th gii s vn gn mc cao hin nay v ngn hn,
song hin ang c nhng tn hiu v ngun cung s tng, c th s gim sc p gi tng cao trong
nm 2009.

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