PHN TCH NGUYN NHN THT BI CA BIA LASER TRN TH TRNG BIA VIT NAM

1.Tht bi t vic nghin cu th trng 1.1 Nghin cu khch hng

Trc ht Laser c tung ra khng phi do ngu hng. Tp on Tn Hip Pht nghin cu th trng rt k hiu khch hng. Logo, bao b, slogan, POSM, c mt h thng nh v thng hiu th hin rt tt nh v ca mnh l dnh cho nhng ngi tr trung, nng ng, thnh t, mun chng t mnh v mt chin dch truyn thng tng lc (IMC) di hi vi mt chui seri qung co do Sattchi thc hin th hin rt tuyt vi. iu ny thm ch cn khin cho nhiu ngi lm tng y l sn phm ca 1 cng ty nc ngoi. Tuy nhin, s tht bi ca Laser cho thy chnh nhng sai lm cht ngi ca Tn Hip Pht ngay t khu u tin l nghin cu khch hng. Vic nghin cu khch hng c ngha c bit quan trng trong vic nghin cu th trng v n gip doanh nghip xc nh v tm hiu r i tng khch hng mc tiu m mnh hng ti. Doanh nghip cn phi xc nh c nhng thng tin c bn sau: - Nhm n i tng khch hng no (phn khc no ca th trng)? Xc nh xem sn phm ca mnh c a phn i tng no tiu th, nam hay n l ch yu? tui tc l bao nhiu?T xc nh khch hng mc tiu ca mnh thng tp trung vng no, t im bn u th thun li cho h. Ai l ngi c ngha chin lc quan trng nht i vi doanh nghip? Khch hng l tng ca bn l doanh nghip hay c nhn? Bn hng vo i tng khch hng

giu c hay tng lp trung lu? Bn cn t ra nhiu cu hi v tm li p cho nhng cu hi c nh hng kch thch khch hng quay tr li vi doanh nghip.Sn phm phi ph hp vi th hiu ca i tng khch hng no.Bia laser sai lm khi nh v khch hng l n, mc d ph n ngy nay cng ung bia nhng s lng khng th nhiu bng nam gii v ph n cn ginh nhiu thi gian cho gia nh. Tht bi xy n khi doanh nghip ca bn xc nh th trng mc tiu khng hng th ti sn phm hay khng tnh n thi quen sinh hot ca nhm khch hng ang hng ti. cng l bi hc ng nhp tm cho cc doanh nghip trong vic xc nh khch hng mc tiu. Nhm chch khch hng mc tiu s mang li nhng hu qu tai hi. Tuy nhin, i vi nhng chuyn gia thc s, h s nghin cu th trng trc khi quyt nh mc tiu cho sn phm. Nhng thng tin nh thi quen sinh hot hay mc sng ca khch hng mc tiu s gip doanh nghip iu chnh c tnh hay gi c ca sn phm/ dch v nhm ph hp hn vi th trng ang hng ti. Hy chc chn bn ang u t thi gian v tin ca ng ni, ng ch .Sau khi xc nh r ai s l nhng khch hng tt nht, bn c th i n c th ha nhng phn khc th trng cho doanh nghip . Vic xc nh ng khch hng mc tiu l mt trong nhng yu t quan trng quyt nh n s thnh bi ca doanh nghip. - Xc nh kt cu thu nhp ca i tng khch hng mc tiu. C mt thc t l ph n Vit nam i tng khch hng mc tiu m Laser nhm n dng nh khng quan tm nhiu n vic tiu dng bia. iu ny cng l d hiu bi do nh hng ca vn ha, ph n Vit Nam rt t khi ung bia v h cng thng c xu hng khng thch nam gii ung bia ru nhiu. Vy th mt cu hi c t ra l, vi thi quen tiu dng nh th, liu phi p s sn sng chi tr bao nhiu phn trm thu nhp ca mnh cho vic mua bia ni chung cng nh sn phm Laser ni ring.

1.2 Nghin cu sn phm nh v sn phm qu cao C mt quan im marketing rt ph bin l: nh v cao ng ngha vi gi bn cao. cu chuyn nh v cao cp ca bia Laser l 1 v d. Mt chin lc gia ca thng hiu ny thm ch cn mnh ming tuyn b chng ti nh v cao cp hn Heineken. nh v l v tr cnh tranh m nh tip th mong mun ngi tiu dng nh ch cho thng hiu ca mnh theo hng . Nhng chng may khi chng ta bt u lm vic ny nh v - th trong u ngi tiu dng khng phi l trng trn m ang b c nght hng ngn th hng ha thng hiu chim ng khp ni ri, chng c ch trng mun nh ch no cng c. Ch khi cc bn nh v tha l lun ca h th h ng , cn ngc li s lp tc b chi b. Do , doanh nghip cn ch trng n khu nh v sn phm, nu c cht sai st th doanh nghip s d i n tht bi nht l trong thi bui cnh tranh khc lit nh ngy nay. Di y l mt s yu t nh dng thng dng cho mt nh v cao cp ti th trng VN: Xut X Hng Ha H Thng Phn Phi Cng Ty Sn Xut a Ch Sn Xut Phong Cch Sng ring ca thng hiu Nhn Vt Danh Ting Khu Vc Danh Ting Tnh Cch Tng Lp High End: Knh Truyn Thng Cao Cp:

 Thc Hin Honh Trng .. Trn y ch l v d v mt s tiu ch tiu biu m da trn gc nhn ny ngi tiu dng s tm thy mt cm nhn cao cp t thng hiu ang tip th. Do vy cn xy dng mt s nhng im ta lm b phng cho thng hiu c kh nng nh v c cao cp, v khi r im ta ri mi tnh n gi. Chin lc gia thng hiu nn ht sc cn thn vi vn gi. Tht vy, gi chnh l im nhy cm trong quyt nh tiu dng ca ngi tiu dng (bt k giu ngho), v quan im h giu th h khng quan tm n gi c c th ng vi mt s c nhn, nhng vi s ng gi c lun l mt yu t then cht trong la chn tiu dng. hng ha c th i tht xa, ch c cch duy nht l ht sc nng cao ti a hnh nh ca thng hiu v ch nn nh gi ngang bng hay thm ch di i th 1 cht xu (bng gi nhng c qu khuyn mi) chc chn s mang li mt v tr cao cp, v mang li mt u th cnh tranh cn c cho thng hiu chim vo th phn ca i th. - nh gi qu cao: C l nguyn nhn ca vic Laser nh gi qu cao l do hng nh v sn phm qu cao.Tht vy bia Laser c bn vi gi t hn Heineken 500 ng, vo thi im Laser c bn ra trn th trng vi gi 9500 ng trong khi Heineken ch c gi 9000 ng. Din bin th trng th sau th ai cng bit v ci tui khng my th ca mt sn phm, ly i khng t tm huyt, tin ca ca nh sn xut. Mt sn phm vi cht lng khng phi tm thng, nu khng mun ni l rt tuyt hoc bao b khng p (ai dm ni Laser xu). Vy m ch khng qu 8 thng Laser khng chu ni phi rt lui khi th trng v trng n phn cng ca i th, tuy nhin, khng phi l t Heineken m n cng ph li n t Bia Tiger c chn lm ngi hng vi chin dch khuyn mi rng rn

c nh sn xut tung ra vo cng thi k Laser mi c gii thiu tiu dit ngay t trng nc mt mi him ha c th di hi v sau. nh v cao cp khng ch l gi cao. Gi cao theo kiu Laser l sn phm ca kiu chin lc duy ch. - Sai lm trong thit k bao b sn phm Bao b l v bc bn ngoi ca hng ha nhm m bo cht lng hng ho trong sut qu trnh sn xut, lu thng, v tiu dng. Mt sn phm mun thnh cng trc ht phi c s khc bit c trng trong thit k bao b hay kiu dng. Mt s khc t mnh ging vi i th trong cng phn khc th trng mc tiu. iu chng khc g vi vic t lao vo ch cht. Mt trong nhng nguyn nhn lm bia Laser tht bi chnh l bao b v kiu dng sn phm. Theo b Khut Th Thu Nga, Gim c chin lc Thng hiu ca Richard Moore Associates: Vi bia Laser, c th ni kiu chai v nhn chai chnh l cng c nhn din quan trng nht. Nu so vi nhiu loi bia khc, kiu chai ca Laser khng h mang tnh bt chc. tng sn phm bia Laser l bia ti ng chai u tin ti Vit Nam. Song n li c nh v hng ti phn khc bia cao cp m Heineken vn ang thng lnh. Logo v kiu chai ca Laser v i th c khc bit nht nh. ng tic, bia Laser qun trnh xa mu xanh ve chai t lu c coi l du n ring ca Heineken. Sinh sau mun, Laser li c gng vt mt Heineken hng ti phn khc cao cp. Song r rng bt k s bt chc no cng s l ng ct v khng th gip thng hiu t n v th cao nht. C th ni y l mt trong nhng sai lm mang tnh chin lc i vi bia Laser v cng l kinh ngim ca cc doanh nghip nc gii kht Vit Nam. - Sai lm trong thng ip sn phm, qung co Vi thng ip sn phm Bia ti ng chai u tin ti Vit Nam , bia

laser gp phi nhng vn ln. Vn th nht n t ch bia ti, ngi c thu nhp trung bnh tr xung mi hay ung bia ti, ngi hay i ung bia ti cao cp th h khng c xu hng gi l bia ti, m gi l bia c, bia Tip, bia en...Vn th hai l ch ng chai, ch ny l t thu hp kh nng pht trin sn phm, ng chai tc l sau ny khng th b lon bn trong siu th c, cng khng th m nh my hay cc qun ri rt t vi nh Amber, Big Man hay Pacific c. ng chai c ngha l ng lun ca thot him cho Laser. thi im m Laser ra i Khi m bia ti trong cc qun thng bn vi gi 2000-5000 ng/ly (tnh tng ng th tch), th Laser (t nhn mnh l bia ti ch khng phi l bia ti cao cp) khng lm c iu cn thit ngi ung bia chu hiu l mnh ngon hn cc loi bia trn th trng. - Sai lm trong vic khng thc s e da ca cc i th cnh tranh Dng nh vi sn phm bia ti ng chai Laser, tp on Tn Hip Pht ch ch trng ti vic marketing cho sn phm m b qun vic nhn nhn cc i th cnh tranh m c th chnh l hai i gia trn th trng ny : Heineken v Tiger. Tp on Tn Hip Pht dng nh tm ra c mt th trng mi y tim nng l th trng bia ti ng chai, v quyt nh tung ra Laser cng c chun b u t kh k cng. Nhng khng may thay, c Tiger ln Heineken u vo cuc kh mnh m nhm nh p Laser. Tn Hip Pht tung ra sn phm bia ti ng chai u tin trn th trng bia Vit Nam, nhng ch bng mt thng ip Bia ti phi c rt t my ng trn tp ch Si Gn Tip Th, c v nh i gia ny phn no t c mc ch mun nhanh chng loi b tn binh mi ny. R rng, Laser vn cha mnh c th i u thc s vi Heineken hay Tiger.

2.Tht bi trong vic kt knh phn phi

Th trng bia ti Vit Nam l mt cuc cnh tranh khc lit. Qu tht khng t i gia trong lnh vc ny sau khi t chn n Vit Nam phi ngm ngi ra i. Nhng ngc li, cng c ngi chin thng. S thnh bi ca cc doanh nghip Bia ph thuc ch yu vo ba yu t: sn phm, knh phn phi v chin lc qung b. V trng hp ca bia laser.khi bt u tung ra th trng. Tn Hip Pht c cc bc u t ln v cht lng sn phm (u t khong 3 t ng nhp dy chuyn & cng ngh sn xut), lin tc marketing bng cc mu qung co n tng trn truyn hnh v t yu t l sn phm l (bia ti ng chai u tin ti VN). S xut hin theo phong cch hin i ca bia Laser cng l mt li "tuyn chin" i vi cc loi thng hiu bia c mt trn th trng Vit Nam.Th nhng ch sau hn 1 tun xut hin, Laser khng tm c ch ng, khng th tip cn c khch hng. C th, hu ht cc ca hng, qun bia, i l... ti cc tnh thnh ln nh TP.HCM, Bc Liu, Vng Tu... u khng "dm" nhn bn bia Laser. Thm ch khng dm trng mu qung co c hnh nh bia Laser v cc n anh i trc nh Tiger, Heineken, Bivina k hp ng c quyn vi h, yu cu khng c bn, trng by bt k thng hiu bia no khc, i li, h c nhn mt khon tin ti tr hng trm triu ng. dn mt, cng ty s hu nhn bia Tiger kin qun Cy Da ra to v ti bn bia Laser. Laser phi ni li chia tay rt sm ch sau mt nm gia nhp vo th trng. L do: khng thm nhp c cc h thng phn phi (ch yu l knh truyn thng). S vn u t gn 200 triu USD ca Tn Hip Pht cho c dy chuyn sn xut bia ti ng chai ny khng th hot ng ng k hoch. Thc s trong ngnh bia vit nam c s trah ginh rt khc lit trong h thng knh phn phi m ch yu l knh phn phi truyn thng. Mc d l sn phm tt v l n u, chin lc qung b c rm r i chng na nhng nu khng

ch ng c knh phn phi th doanh nghip s nhanh chng i n tht bi m bia Laser l v d tiu biu rt ra cho cc doanh nghip.Khi mi cnh ca n vi ngi tiu dng u b VBL trn gi. V sn phm c tt n u m khng th n tay ngi tiu dng th coi nh chm ht.. T bi hc kinh nghim ca Laser, nhiu nh sn xut rt cn trng khi tung sn phm ra th trng: Knh l mt yu t quan trng trong marketing mix m ngi marketer phi c k nng qun tr l Place (ni chn bn sn phm), ta gi l knh.. c bit i vi cc sn phm thuc ngnh hng tiu dng nhanh, knh li cng quan trng. Ngi ta ch nhn thy Tiger, Heineken,Coca Cola, Pepsi, Unilever v P&G qua mt ni ca ton b hot ng ca h, tc l thng hiu v truyn thng. Trong khi qun tr knh i vi cc cng ty ny cng l mt kho tng ngh thut, rt cng phu, rt hiu qu v rt ng hc hi. Knh gip chuyn sn phm t cc nh sn xut n ngi tiu dng. N lm tng hiu qu ca qu trnh cung cp. Knh cung cp cho khch hng nhiu la chn trong cng loi sn phm, hoc cung cp i km nhng sn phm ph thuc. Vy nn: Bi hc rt ra l khng c h thng phn phi v t chc bn hng tt th khng th bin cc c hi do marketing em li thnh bn thng, do doanh nghip cn xy dng h thng phn phi i trc mt bc trc khi tin hnh chin dch marketing hp nht..Mun tip th thnh cng, qung co phi i i vi xy dng h thng knh phn phi. V nu qung co rm r m khng c hng bn th ch l hnh ng nm tin qua ca s. Tn Hip Pht vp phi sai lm ny. Trc khi tung ra bia ti Laser, cng ty ny pht i 4 mu qung co vi thng ip th mi tin. Nhng oi om thay, khi ngi tiu dng mun th th li khng bit th u v tt c cc ca hng lc u phn phi c quyn cho bia Tiger. Sai lm ca Laser l bi hc t gi m cc chuyn gia marketing lun

nhp tm. l vic xy dng chin lc marketing bi bn phi ch trng pht trin knh phn phi ng Trn Qu Thanh, Ch tch HQT - Tng gim c Tn Hip Pht khng ngi ngn th l, ng c bi hc tht bi i vi bia Laser khi khng nm c knh phn phi vo thi im tung hng ra th trng. T kinh nghim , chun b cho tr xanh Khng ra mt, ngoi nghin cu sn phm, u t cho thng hiu, ng xy dng h thng phn phi ph rng, sn sng sn phm tip cn ngi tiu dng khp mi ni. Vo bt c tim tp ha no, gh bt c qun nc no, ngi tiu dng cng c th mua c mt chai tr xanh Khng . Qu vy, trc khi VN bc vo sn chi ln th DN phi vng mnh trn sn nh v knh phn phi chnh l mt trong nhng yu t lm nn s thnh bi . Cu chuyn bn l gi y khng ch dnh cho nh mi gii, cho nhng DN c con na m chnh cc i gia phi t gi ly khch hng. Kinh nghim: Doanh nghip cn xy dng h thng phn phi i trc mt bc trc khi tung cc chin dch marketing ng b. Nhng bin php sau gip doanh nghip ch ng knh phn phi: Cn c vo nng lc ca cng ty. Nu doanh nghip c nng lc qun l, kh nng ti chnh, danh ting v uy tn th doanh nghip c th m nhiu knh, nhiu i l. Tng cng bn l l cn thit : n nhng lc du si la bng DN mi thm tha cnh ph thuc, nhiu DN khng chu ngi yn, dng nh n lc DN ch ng nm gi knh phn phi ca ring mnh. Doanh nghip cn xy dng cc im trng by v bn l cc sn phm mi v cao cp nht ca ring mnh. DN sn xut thc phm, nc gii kht, hng tiu dng hin nay rt coi trng vai tr

ca ch, tim tp ha. a hng vo siu th chng t cht lng sn phm ng tin cy, nhng vi ngi tiu dng, bn cnh vic chn hng ph hp nhu cu, h cn xem ni no thun tin nht cho vic mua hng. Hai knh phn phi truyn thng - ch, tim tp ha - vn nm trong la chn ca ngi tiu dng v hng ha trng by trong tm mt, tm tay v DN ang tn dng li th ny. Cn c vo i th cnh tranh: Vic thit k knh cng chu nh hng bi cc ng dy ca hng cnh tranh .Trn c s nhng phn tch cc i th cnh tranh, marketer thit k knh marketing ti u nht cho mnh, so snh nhng mt u v khuyt ca nhng knh hin hu. V y l c s chn mt m hnh knh c tin l hoc sng to mt knh mi. Cn c vo c im cc sn phm: V d: i vi cc sn phm ca tn hip pht l nhng sn phm d bo qun v cn bn rng ri cho mi ngi....th phi s dng nhiu knh v nhiu trung gian......

3.Mt s nguyn nhn khc

- mc d ngay t u khi tung ra sn phm, Tn Hip Pht nh v Laser nh mt sn phm bia ti ng chai cao cp, tuy nhin s thiu ch ng v knh phn phi khin cho Laser khng th chen chn vo nhng nh hng hay qun n ni m Heineken v Tiger k kt hp ng. iu khin cho Laser buc phi tm ti nhng qun n bnh dn, iu ny hon ton bt hp l khi m mt sn phm cao cp li c phn phi ti nhng ni nh vy. - Laser c mt qung co thu ht c s ch ca ngi xem truyn hnh, iu tt, hin nhin ri. Nhng sau th ngi ung bia khng th gi c bia Laser khi ngi trong qun. Qung co ch tn ti c ni tm tr ngi

tiu dng mc tiu trong mt khong thi gian no , sau s bin mt rt nhanh. n gn thi im tung, Laser vn loay hoay tm nhn vin v qun l. Vic huy ng lun c nhn vin Number One va Bn Thnh tr gip tuy hay nhng nhn k li l s b tc v knh bn ca h hon ton khc vi knh bn Laser nhm ti .Mi mt knh sbn l mt c im. Knh bn ca Laser mun nhm n u b hng c bi Tiger & Heineken (rng buc bi hp ng khng h phm lut v lut khng cm). Vy mun nh bt ch th Laser phi i mt vi 3 th: mt l tin ti tr phi cao hn, hai l, phi thuyt phc im bn l Laser s bn c v ba l, ch im bn s ph v hp ng vi VBL. V tin ti tr c th gii quyt, song r rng Laser kh gii quyt c (hy t a v ca ch im bn, liu chng ta c dm t cc t b mt con c to, nhn mt con c nh v c ha hn mt ngy no n s ln khng). Do , chuyn tha hip bn chung xy ra. V nh th l ch im bn vi phm hp ng. y thc s l sai lm mang tnh chin lc ca laser. - d slogan ca Laser l th mi tin tuy nhin vi s cnh tranh v chiu bi k kt hp ng c quyn v vic bn v trng by sn phm ca Heineken v Tiger vi h thng cc i l nh hng th ngi tiu dng qu tht kh c th tm c Laser ung th. - sau khi chi qu nhiu cho vic mua dy chuyn sn xut cng nh qung b sn phm, Tn Hip Pht dng nh khng cn tim lc v kinh t c th hon thin h thng phn phi ring cho Laser. Chnh iu ny y Laser vo cc qun n bnh dn.