12/2004

Nm giai on trong

XY DNG THNG HIU

LANTABRAND
298 A, Nguyn Tt Thnh, Qun 4, TP. HCM T: (+84.8) 9 411 146 www.lantabrand.com

Cc thng hiu mnh nh Disney, Starbucks, Apple thng chim mt v tr u tin c nht v bn vng trong tm tr con ngi, nhng lm th no t c ngi v c tn trn v nhng yu t no quy nh s khc bit gia cc thng hiu bnh thng vi mt thng hiu tm c nh BMW? Cc thng hiu hng u c c thnh cng nh ngy hm nay l v h lun ni tri trong tng giai on hot ng ca mnh. Nhng nh qun l ca cc thng hiu mnh nhn thc c rng mt thng hiu thnh cng khng ch da vo mt tng c o v cc bin php truyn thng tip th sng to. H nhn ra rng hai yu t trn ch c th gip h chm n ngng ca ca khch hng nhng ginh c mt v tr nht nh trong tng gia nh, h cn phi vt qua cc i th khc trong vic mang n cho khch hng nhng n tng tt p khi h mua v s dng sn phm ca mnh.

Tuy nhin, a phn cc thng hiu sm dng li gii hn ca vic i tm cho mnh mt tng c o v cc bin php truyn thng tip th sng to. V gi l lc cc nh qun l thng hiu cn phi chn chnh ci nhn ca mnh v vic pht trin thng hiu v tp trung vo brand performance bn cnh cc hnh thc tip th. 5 giai on trong vng i ca thng hiu (brand lifecycle) Vng i thng hiu c th c chia thnh 5 giai on, mi giai on u c nhng nh hng nht thi v lu di i vi cch nhn ca ngi tiu dng v thng hiu v bt k mt s sut no trong mi giai on u dn n nhng hu qu bt li cho thng hiu. Brand lifecycle bt u t brand definition v pht trin qua 4 giai on tri nghim tip theo ca khch hng. 1. 2. 3. 4. 5. nh ngha thng hiu (The brand definition) Nhn bit thng hiu (The Awareness Experience) Tri nghim khi mua hng (The Buying Experience) Tri nghim khi s dng (The Using and Service Experience) Tri nghim khi l thnh vin (The Membership Experience)

Mt s thng hiu hot ng tt hn cc i th khc mt vi giai on nht nh. Bn cnh cng c nhng thng hiu khng th pht trin qua ni mt hoc hai giai on u. Trc ht c hai iu cn c lu v brand lifecycle. Th nht, thng hiu hin din trong tm tr ngi tiu dng. T cc doanh nghip cn hiu rng h khng lm ch thng hiu m ch l ngi a thng hiu n vi ngi tiu dng. Cc doanh nghip cn phi nhn thng hiu di gc nhn ca khch hng. Th hai, cc thng hiu c th t c nhng thnh cng khc nhau tng giai on ring bit, nhng tt c u thu ht c mt s khch hng nht nh t giai on th nht cho n th t. Ngc li, giai on cui cng, membership experience, ch dnh ring cho thng hiu no to ra c mt uy tn ng n n mc cc khch hng xem thng hiu ny nh mt phn thit yu trong cuc sng ca h. Nhng trc khi t c thnh tch ny, cc thng hiu phi bt u t giai on th nht (nh ngha thng hiu). GIAI ON 1: HNH THNH THNG HIU Giai on u tin trong vng i thng hiu (brand lifecycle) l s hnh thnh thng hiu. Thng hiu khng phi l mt sn phm hay dch v, m l tng trng cho li cam kt p ng nhu cu ca khch hng. Li cam kt c th mang tnh thc t (nh mt chic o trng sch do s dng OMO) hoc c th thin v tnh cm (nh s thoi mi ngi mua c c khi sm mt chic Volvo). Chng ti lun nhn ra rng thng hiu Disney l ti sn qu gi nht, l tt c nhng g t c trong sut 75 nm hot ng, l danh ting v l nhng g chng ti i din. (Michael Eisner, Ch tch kim Gim c iu hnh hng Disney) Mi ngi u c th nhn ra liu mt thng hiu c hon thnh li cam kt hay khng, nhng lm th no mt doanh nghip c th t ra mt li ha thng hiu? iu ny da vo 4 yu t sau: Who: i tng khch hng mc tiu chnh ca sn phm/dch v. y l nhng i tng khch hng c nhm n v cch h chp nhn sn phm ca doanh nghip. Ni cch khc, y chnh l nhng c nhn hoc tp th s chi tin s dng sn phm hay dch v ca doanh nghip, l nhng ngi s trc tip tri nghim thng hiu y nht. What: sn phm v cc tnh nng mang n cho khch hng. y l yu t gip xc nh cc loi sn phm v dch v do thng hiu mang li v vch ra cc yu cu cn thit cho cc sn phm v dch v trn c th p ng y nhu cu ca ngi tiu dng. Cc sn phm v dch v c miu t da trn cc tnh nng c trng cng nh nhng yu t cn thit khc c th p ng c li ha ca thng hiu. Why: li ch m thng hiu mang n cho khch hng. Yu t ny gip cc doanh nghip a ra c 2-3 li ch ngi tiu dng c c khi s dng sn phm/dch v ca cng ty. V d, khi chn mua hng Staple, khch hng s c h tr khi mua sm, c nhiu mt hng phong ph la chn, gi phi chng v quan trng hn ht l khng phi i co v gi c. My git Electrolux th 40 nm vn chy tt. Yu t ny nu r nhng g khch hng mong mun c c sau khi chi ra mt khon tin cho sn phm ca cng ty. chnh l gi tr do doanh nghip mang li.

How: phng thc thc hin li cam kt vi khch hng. y l cch doanh nghip chuyn giao li ha v quan trng khng km, l cch khch hng kim nghim li ha thng hiu. Trong i a s cc trng hp, y l yu t quan trng nht gip phn bit cc thng hiu bi v y l mt yu t khng d bt chc c. Trong hng h sa s cc cng vin gii tr, nhng Disney World l c nht. T h thng cng vin v khch sn sch s cho n cch thc trang tr, ho trang cc nhn vin vo cc nhn vt hot hnh quen thuc, tt c u gp phn vo s thnh cng ca Disney World trong vic mang n cho khch hng mt s tri nghim khc bit v c nh gi rt cao. Tng t nh vy, Dell cng mang n cho ngi mua my vi tnh vi gi va phi, v cung cp c nhng dch v hu mi h tr khch hng.

Li ha thng hiu tng trng cho i tng khch hng, sn phm, hnh thc thc hin v nhng gi tr doanh nghip mang li. Li ha thng hiu cn phi ngn gn, d hiu, v chng t c th mnh ca doanh nghip trc cc i th cnh tranh khc. Xc nh li ha thng hiu c xem nh giai on u tin trong vng i sn phm, khng phi v y l khu d thc hin nht (tri li, giai on ny c th rt kh khn so vi cc giai on tip theo), nhng v y l bc u tin a thng hiu n thnh cng. Mt khi xy dng li ha thng hiu, iu cc doanh nghip cn tin hnh tip l lm cho cc khch hng mc tiu bit n mnh v nhng li ch thit thc m h c th mang n cho khch hng. y chnh l thi im thng hiu bc vo th trng v nh du s hin din ca mnh trong tm tr ngi tiu dng. Tuy mt s ngi xem y ch n thun l bc tip th truyn thng nhng tht ra giai on ny phi c nhn nhn chnh xc l s tri nghim v nhn bit ca khch hng (customers awareness experience). GIAI ON 2: THIT LP S NHN BIT Thng hiu tn ti trong tm tr ngi tiu dng. Vy, cc doanh nghip cn phi lm g gip khch hng c c mt n tng tt p v thng hiu cng nh gip cho thng hiu tm c mt ch ng trong lng khch hng? Thng hiu c th tm cho mnh mt v tr trong lng ngi tiu dng qua mt trong hai con ng sau: l tr hoc tnh cm. No ngi c rt nhiu phn phn tch v nhn thc gip xc nh tnh xc thc, ngha v s lin quan ca cc tng, quan nim hoc thng hiu. Thng thng v l tr, cc khch hng thng quan tm n li ch v tnh nng ca sn phm nh mu sc, kiu dng, gi c, cht lng v dch v, v.v. a thng hiu vo lng ngi da vo tnh cm thng s mang li hai kt qu: hoc khch hng chp nhn thng hiu hoc h s t chi. V th cc thng hiu khi i theo con ng ny cn phi ch tm n cc yu t i loi nh sn phm c gip ngi s dng cm thy mnh hon ho, thnh cng hoc vui v hay khng; hoc n c gip ci thin hnh nh ca bn thn trong mt nhng ngi xung quanh khng?... Tuy nhin, c hai cch thc trn u c cng mt mc ch: thit lp nhn thc thng hiu cc khch hng mc tiu chnh. C rt nhiu phng tin phc v cho mc ch trn nh cc phng tin truyn thng, t bm qung co, th qung co, bng hiu, ca hng, bn hng trc tip, v.v., tuy nhin cng c mt vi cch kh hu hiu khi nhm n cc nhm khch hng nht nh. Vy mc nhn bit thng hiu c o lng nh th no? Hnh thc o lng th nht c bit n l s gi nh thng hiu. Chng hn, khi c ai nhc n giy th thao, lp tc mt ngi nh ngay n Nike. S gi nh thng hiu l mt li th cho thng hiu. V d trn cho thy Nike gi mt

v tr u tin hng u trong lng ngi tiu dng bt k khi no h ngh n giy th thao m h a thch. Nh vy, Nike c c li th cnh tranh so vi cc thng hiu khc. Hnh thc o lng th hai l nhn bit thng hiu. V d, khi nhc n Sony, khch hng c th bit c nhn hiu ny l g v c th k tn mt vi sn phm ca Sony. C c s nhn bit thng hiu cng l mt li th khc cho thng hiu. iu ny chng t thng hiu c tn ti trong lng ngi tiu dng v to dng c mt mi lin tng thit yu gia tn tui v cc sn phm/dch v mang tn thng hiu. S nhn bit ny mang n cho Sony mt u th mi khi ngi tiu dng ngh n vic sm mt my CD Walkman. Vy ngha ca s nhn bit thng hiu l g? Nhn bit thng hiu chng t rng cc khch hng hiu v tht s a chung thng hiu, rng thng hiu thu ht h v mt tnh cm ln l tr v rng khch hng thc s tin tng vo li ha thng hiu nhng iu ha hn n vi h qua qung co, qua nhng li truyn ming v qua quan st nhng ngi tng mua v s dng sn phm mang thng hiu. Tuy nhin, giai on nhn bit thng hiu khng phi l mc tiu cui cng. Nhiu doanh nghip tht bi ti giai on ny, h ch tp trung ch yu vo li nhun v b qun vic khin cho khch hng chi tin cho sn phm, mc d mc ch t ra ti y l to s nhn bit, m bo s cam kt mua hng cng nh to quan h vi khch hng. t c iu ny, cc doanh nghip cn phi tri qua mt giai on k tip l giai on tri nghim khi mua hng. GIAI ON 3: TRI NGHIM KHI MUA HNG Ngi tiu dng lc no cng mun thng hiu c chn th hin s am hiu v sng sut trong la chn ca mnh. Thng hiu gi vai tr tng trng cho cht lng v s bo m, gip n gin ho cc quyt nh mua hng ri rm v l bng chng ca gi tr. Nu ngi tiu dng nhn bit c thng hiu th h c th nm bt c li ha v hiu cc li ch do thng hiu ny mang li cho h trong cuc sng. C nhiu nhn t nh hng n tri nghim khi mua hng v d nh mu sc v hnh dng sn phm, gi c v cch giao tip v t vn ca cc nhn vin phc v v cc nh qun l. Khch hng tip xc vi thng hiu qua nhiu phng tin khc nhau, nhng d chn mua hng bt k ni no nh ti ca hiu, qua Internet, qua cc nhn vin bn hng, mt khi chn thng hiu mnh a thch, bt k l Caterpilla hay Polo, ngi mua lc no cng mun s tri nghim ca mnh lun lun d chu. Vy mt khch hng c c tri nghim khi mua nh th no? Nu mt ngi i mua giy Wal-Mart h cho rng mnh s chn gia hng dy giy, khng c nhn vin t vn v ch phi tr mt s tin khim tn. Ngc li, khi mua giy Nordstroms, khch hng li mang ngh rng mnh s c cc nhn vin hng dn i xem nhng mu giy c by tr p mt, c chuyn vin t vn chn tng kiu dng thch hp v phi tr mt ci gi kh cao. Trong giai on tri nghim mua, cc doanh nghip thu ht s ch ca khch hng, v khch hnh s cn nhc xem liu li ha thng hiu c xng ng vi s tin m h sp phi chi ra hay khng. y l

ranh gii gia khch hng tim nng v khch hng tht s. Thng hiu cn phi vt qua cc i th khc trong vic thu ht cc khch hng tim nng tr thnh nhng khch hng thc s, nu khng vng i thng hiu s sm dng kt thc. GIAI ON 4: TRI NGHIM KHI S DNG Trong giai on ny, thng hiu s c thm 2 c hi khc thc hin li ha ca mnh. Trc ht l giai on s dng. Khi mua hng, ngi mua c cc nhn vin bn hng hng dn tn tnh v nhng kh khn c th gp phi. Nhng ngc li, sau khi mang sn phm v nh, nhng rc ri khc c th ny sinh khi s dng. Ai cng mun c c nhng li ch v tnh nng v cm xc (emotional benefits) khi mua bt k mt hng no. Cc li ch v tnh nng c th l kiu dng, kch c, mu sc, cho n bn, cht lng v hiu sut hot ng ca sn phm. Chng hn, khi mua mt chic xe hi hng sang c bit, khch hng no cng mong mun s c mt sn phm bn b v y cc tnh nng cn thit. Cc li ch v tnh cm chnh l tnh an ton, s t tin cng nhng du hiu v cht lng v uy th ca thng hiu c chn so vi cc thng hiu khc. Sn phm v dch v phi lun lun m bo rng s mang n cho khch hng nhng tri nghim khi s dng d chu. Tuy nhin, cc rc ri vn c th ny sinh. Trong trng hp nh th, liu cc khch hng s phi ch trong vng 30 giy hay phi mt n 10 pht mi c c s t vn, h tr t pha nh sn xut?

C hi k tip c th thc hin li ha thng hiu chnh l giai on tri nghim dch v tr gip. Giai on ny c nh hng khng nh n mi lin h vi khch hng v lin quan trc tip n vic khch hng c tip tc s dng thng hiu v nhn xt ca h vi ngi thn. Thc hin thnh cng dch v chm sc khch hng cng quan trng khng km vic mang n cho ngi tiu dng tri nghim khi mua d chu v cn phi c nhn nhn nh mt trong nhng hot ng chnh trong xy dng thng hiu. Sau khi xy dng c nhn bit thng hiu trong lng khch hng v mang n cho h nhng tri nghim khi mua v s dng tch cc, cc nh qun l cn phi lm g thng hiu tip tc pht trin trong lng ngi tiu dng? GIAI ON 5: TRI NGHIM KHI L THNH VIN Khi thng hiu c nhn bit, c nhiu ngi tin dng, v khch hng mun gn lin thng hiu vi mnh, khi thng hiu pht trin n mt giai on mi: tri nghim khi l thnh vin.

Li ch ca vic tr thnh mt thnh vin c cc khch hng nh gi rt cao. Trong mt h, thng hiu s c xem nh nhng tn tui c nht, cht lng v c a chung. Khch hng lun thch c chia s nhng kinh nghim vi nhng ngi cng s dng thng hiu. Cc thng hiu cng mong mun t n giai on ny v nh h c th thu ht c mt s lng khch hng trung thnh, lun sn sng gt nhng thng hiu khc cho d chng c tin li hn chng na chn thng hiu mnh tin dng. Cc tn tui nh Apple, Disney, Starbucks, Havard Busniess School, Intel, Caterpilla, Polo, BMW, WalMart v McDonalds u t n giai on ny. Khch hng lun t ho rng h l ngi s dng nhng thng hiu trn v h khng ngn ngi th hin iu ny. Cc thng hiu trn tr thnh mt phn trong cuc sng ca h. Thng hiu c xem nh mt ngi bn ng hnh trong cuc sng v c nhn nhn l tn tui hng u trn th trng. Ngay c khi cc khch hng thn thit ca mt thng hiu bt k ch l nhng xa l vi nhau, h cng c nhng cch th hin thng hiu tng t nhau. Cc khch hng ca Harley Davidson thng xm logo ln tay, mua o khoc da ca Harley, thm ch cn vt qua nhng qung ng xa c c hi gp g v hp mt vi nhau. Thm ch c nhng khch hng cn tha nhn rng thnh tch th thao ca h tng ln r rt khi mang giy th thao ca Nike. Tr em v c b m ca chng cng cho rng i u quay Disney th v hn nhng cng vin khc. Khi thng hiu to ra nhng c hi cho khch hng th hin tnh cm, hnh thnh nhng cung cch ng x chung, v lm cho khch hng c ci nhn chung v th gii, khi y thng hiu to ra c nhng tri nghim khi lm thnh vin (membership experience) - mt c quyn m bt k khch hng no cng mun c c. Tuy nhin, khng c cng thc chung no gip cc thng hiu t n giai on sau cng ny. Nhiu thng hiu danh gi v c nhng thng hiu c nh gi cao nh Wal-Mart v Dell u i n thi k ny. Tuy nhin, tt c u c chung mt c im: tt c u l nhng tn tui hng u trong 4 giai on u. H xc nh, chuyn ti v thc hin li ha thng hiu mt cch vng chc v t thu ht c nhng khch hng mc tiu. Mt iu r rng cc nh qun l thng hiu cn ghi nh l nu khng thnh cng trong vic nh ngha thng hiu, truyn thng v to cho khch hng nhng tri nghim khi mua v khi s dng tt th h s khng bao gi c c giai on tri nghim khi lm thnh vin (memebership experience). Joe Benson and Bret Kinsella