M c tiu chng Chi n l c s n ph m (Product strategy)

T m quan tr ng c a s n ph m trong kinh doanh Chi n l c s n ph m (chi n l c t p h p s n ph m, chi n l c dng s n ph m v chi n l c cho m t s n ph m c th ) Chu k s ng c a s n ph m v ti n trnh pht tri n s n ph m m i
2

Ng i h ng d n: Tr n H ng H i

S n ph m theo quan i m marketing

Khi ni m: b t c th g c th a c vo th tr ng t c s ch , ch p nh n, s d ng hay tiu th , c kh nng th a mn m t c mu n hay m t nhu c u
V t ch t (hng ha) Phi v t ch t (d ch v )

Cc m c c a s n ph m
S n ph m c t li: l i ch c th c a d ch v ho c s n ph m th a mn m t nhu c u c a khch hng S n ph m c th l d ng c b n c a s n ph m, bao g m: c i m, bao b, nhn hi u, ch t l ng, ki u dng cc b ph n ny ph i h p l i nh m chuy n t i l i ch c a s n ph m c b n t i khch hng S n ph m gia tng: d ch v v l i ch c ng thm, t o s khc bi t v i s n ph m c a thng hi u khc (h u mi, giao hng, b o hnh, chnh sch tn d ng..) S n ph m ti m nng: sng t o v t ra kh i cch c nh tranh thng th ng, v ch ra tng lai m i cho s pht tri n c a s n ph m
3

Xe g n my ch y gas, t hai bnh, k o cao su khng dnh v t h y..

Trang b

S n ph m ti m nng S n ph m gia tng c i m D ch v sau khi mua S n ph m th c t

Phn lo i s n ph m
Theo c i m c u t o:
S n ph m h u hnh
Mu i n, n c u ng, b t gi t, xe hi, m ph m, th c n nhanh..

Bao b Nhn hi u Giao hng v tn d ng Ch t l ng L i ch c b n

Ki u dng

S n ph m c t li

S n ph m v hnh (d ch v )
Th c n nhanh, qu ng co, hng khng, qu n tr u t, t v n, d y h c..

T i sao ni kinh doanh nh hng l cung c p ng th i s n ph m h u hnh v v hnh?

B o hnh

Phn lo i s n ph m
Theo m c ch s d ng:
Hng tiu dng
S S S S n ph n ph n ph n ph m m m m ti n d ng (convenience goods) mua c cn nh c (shopping goods) chuyn bi t (specialty goods) khng thi t y u (unsought goods - mua th ng)

Phn lo i s n ph m
Theo th i gian s d ng (tnh lu b n):
S n ph m b n lu (durable goods): s n ph m h u hnh, th i gian s d ng lu di
g , i n (t l nh), i n t (tivi), xe my, xe hi..

Hng t li u s n xu t
V t li u v chi ti t ph li u Trang thi t bi c b n v v t t cung ng D ch v b o tr, s a ch a, t v n kinh doanh

S n ph m ng n h n (non-durable goods): s n ph m h u hnh, th i gian s d ng ng n

Th c ph m, u ng, s n ph m chm sc c nhn (d u g i, x bng, s a t m, kem nh rng..)
7 8

Nhn hi u (thng hi u)
Vai tr c a nhn hi u l ghi d u s n ph m hay d ch v qua tn g i, hnh nh, thu t ng , bi u t ng hay c thi t k nh m t s ph i h p c a cc y u t trn nh n d ng s n ph m/d ch v c a m t nh s n xu t v phn bi t v i cc thng hi u c a i th c nh tranh

Comfort (laundry products)

Symbol: Fragrance angels Hng thm quy n ch t khng r i Thm lu ngay c khi i

Nng ng, t tin

9

Thm lu su t c ngy

Thm lu ngay c khi phi n ng

10

Comfort (laundry products)

Do the little extra thing to the ones you love

Ch c nng c a nhn hi u
Ch c nng th c ti n: ghi nh d dng k t qu c a qu trnh l a ch n tr c y ng i tiu dng c th tm l i c cc nhn hi u h cho l ph h p v i nhu c u
TV Sony, MP3 Player iPod..

Ch c nng b o m: nhn hi u quen thu c m b o cho ch t l ng ph h p v i nhu c u

Honda ch t l ng, Volvo ki m xng..
11

an ton, Toyota

ti t

12

Ch c nng c a nhn hi u
Ch c nng c th ha: thng hi u c th di n t c nt c o trong tnh cch c a ng i tiu dng
Pepsi (nng ng - ti c th ), IBM Thinkpad (hi u qu trong cng vi c b n ch c v hi u nng cao)

Ch c nng c a nhn hi u
Ch c nng chuyn bi t ha: nhn hi u ph n nh hnh dng c nh t cc c trng c a s n ph m
Vinamilk v Dutch Lady (mu xanh da tr i, tr ng, xanh l cy l ch o, nguyn ch t, 100%, hnh nh b s a, ng c ..)

Ch c nng t o s thch th: ng i tiu dng c m th y thch th khi c quy n ch n l a s n ph m trong m t ni trng by nhi u nhn hi u
Trong siu th
13

Ch c nng phn bi t: khi nhn hi u l i m duy nh t gip ng i tiu dng l a ch n s n ph m, khi ki u dng bn ngoi, mu s c cc s n ph m tng t nhau
Tr xanh khng , 100, Barley, Pure Green..
14

Chi n l c l a ch n nhn hi u
L a ch n m t nhn hi u duy nh t cho t t c cc s n ph m
Philips (computer, shaver, phones, TV..), General Electrics..

Yu c u trong t tn thng hi u
D g i nh , pht m; Omo, Tide, Sony, Coke, IBM.. c o, c trng: Xerox, Google Lin h v i c i m c a s n ph m: Sunsilk, Clear, H&S, Happy Dent White.. Khng mang ngha x u cc ngn ng khc: Nova (chu M Latin)
16

Khc bi t ha cc nhn hi u cho t ng dng s n ph m

Clear, Ponds, P/S, Closeup, Lifebuoy, Dove..

Khc bi t ha cc nhn hi u cho t t c cc s n ph m

Cc lo i bnh c a Kinh Do (Marie, Cavatina, Lexus..)

K t h p thng hi u c a doanh nghi p v i tn c a t ng s n ph m

Nestea, Nescaf, Castrol GTX, Johnnie Walker Black, Gold..
15

Bao b ng gi
Vai tr quan tr ng trong vi c v n chuy n, bn hng, b o qu n, d tr hng ha G i nh l i nh ng chng trnh xc ti n c a s n ph m thng qua vi c nh n bi t thng hi u, m t s n ph m trn bao b vai tr kch thch tiu dng ngy cng ng vai tr quan tr ng trong marketing ( l thuy t 5Ps) C n quan tm t i vi c thi t k , sng t o, i m i m u m bao b cho ph h p v i s thch v nh n th c c a khch hng m c tiu

Bao b ng gi
G m 3 l p:
L p trong cng: tr c ti p ch a s n ph m L p th hai: b o v l p trong cng, ho c cng c cng d ng nh n bi t s n ph m L p th ba: bao b, ch y u c tc d ng trong vi c v n chuy n, b o qu n, ng th i c vai tr qu ng b v s n ph m

17

18

D ch v gia tng
D ch v t t l m t y u t h tr cho vi c thc y quy t nh mua hng thng qua vi c lm gia tng s hi lng c a khch hng
i u ki n giao hng, chnh sch tn d ng h p l, thu n ti n.. B o hnh, s a ch a nghim tc, chu o, nhanh chng.. Dng th mi n ph, cho i, tr l i.. H ng d n s d ng v t v n mua s m t n tnh, chu o, gi i p ng nhu c u..
19

Chi n l c s n ph m
Theo quan i m marketing, s n ph m t n t i d i 3 hnh th c: Mn hng (product item) Dng s n ph m (product line) T p h p s n ph m (product mix) C n xy d ng chi n l c s n ph m cho c 3 hnh thi trn
20

Dng s n ph m
M t nhm nh ng s n ph m c lin h m t thi t v i nhau v cng th c hi n m t ch c nng tng t , c bn cho cng m t nhm khch hng qua cng m t knh, hay t o ra m t khung gi c th
Dng s n ph m ch t gi t t y c a Unilever t i th tr ng VN: Omo, Viso, Surf, Comfort
21

Dng s n ph m c a Unilever

22

T p h p s n ph m
T ng h p nh ng dng s n ph m v mn hng m m t ng i bn c th a ra cho ng i mua Cc khi ni m:
Chi u r ng Chi u di Chi u su
23

T p h p s n ph m
Chi u r ng: s dng s n ph m c a doanh nghi p
Unilever Vi t nam c
3 dng s n ph m (ch c nng t ng qut: th c ph m, personal care v home care) 8 dng s n ph m (chia theo ch c nng c th : th c ph m, t y r a, gi t gi, chm sc rng mi ng, chm sc da, chm sc tc, kh mi, x bng khng khu n)

Chi u di: s l ng s n ph m trong m t dng

Hair care: Lux, Dove, Clear, Sunsilk

Chi u su: s m u c a m i s n ph m trong dng s n ph m

Clear tr gu, Clear for Men, Clear sun m t, Clear ch ng tc gy ng n..

24

Chi u su dng s n ph m di t khu n Lifebuoy

Chi u su dng s n ph m tr Lipton

Clear skin

Hand wash

Shower gel

Soap

black tea

green tea

iced tea (powder)

iced tea (bottle)

25

26

Chi n l c s n ph m
S l a ch n t p h p s n ph m, dng s n ph m v t ng s n ph m c th a ra th tr ng Chi n l c cho cc giai o n trong chu k s ng khc nhau c a s n ph m cng ph i c bi n i cho ph h p v i t ng giai o n Ho ch nh v th c hi n chi n l c s n ph m ph i c s ph h p tng ng trong chi n l c v gi c , phn ph i v xc ti n (s lin quan gi a cc thnh ph n c a 4Ps)
27

Chi n l c t p h p s n ph m
M r ng t p h p: tng thm cc dng s n ph m m i thch h p
Honda: thm dng xe tay ga n i a

Chi n l c ko di dng s n ph m
Super Dream Wave Alpha Wave Alpha Wave S, Future Future Future II, Neo

Chi n l c tng chi u su c a s n ph m Chi n l c tng gi m tnh ng nh t c a t p h p s n ph m: vi c tham gia vo nhi u lnh v c kinh doanh khc nhau hay khng?
28

Chi n l c dng s n ph m
ngha:
Phn b r i ro t t hn khi kinh doanh nhi u dng s n ph m khc nhau
a d ng ha danh m c u t

Chi n l c dng s n ph m
Dn xu ng, dn ln ho c c hai pha
Dn xu ng: nh m vo cc phn khc cao c p tr c, sau quay l i chi m phn khc th tr ng th p
BMW series 3,5, 7 series 1

Thi t l p cc dng s n ph m: p ng nhu c u a d ng, phong ph c a khch hng, c ng c v s l ng v ch t l ng

Unilever

Dn ln: t t xm nh p cc phn khc cao hn nh m m c ch pht tri n, tm ki m l i nhu n

Dell

Pht tri n dng s n ph m: pht tri n cc mn hng trong dng s n ph m

theo hai cch: dn r ng v b sung
29

Dn ra c hai pha: pht tri n cc s n ph m ra c hai h ng

Wave Alpha <Super Dream < Future
30

Chi n l c dng s n ph m
Chi n l c b sung dng s n ph m: b sung thm m t hng m i vo dng s n ph m hi n c nh m m c ch tng l i nhu n, tng thm s n ph m cho ng i tiu dng, s d ng kh nng d th a c a cng ty, ngn ng a i th c nh tranh
Dng s n ph m b t gi t c a Unilever: Omo, Viso v Surf

Chi n l c dng s n ph m
H n ch dng s n ph m: t b nh ng dng s n ph m, s n ph m c nh tranh khng hi u qu d n ngu n l c t p trung cho cc s n ph m, dng s n ph m khc
Ma tr n BCG
Dng s n ph m phim ch p hnh c a Kodak

Khuy t i m?
31 32

Chi n l c dng s n ph m
C i bi n dng s n ph m: c i ti n hnh dng, kch c , bao b, m u m, nhn hi u thu ht khch hng hn Hi n i ha dng s n ph m: bi n i s n ph m theo nhu c u ngy cng nng cao c a th tr ng
Tivi Sony: tr ng en mu mn hnh ph ng mn hnh d t (Plasma, LCD)
33

Chi n l c cho t ng s n ph m c th
Chi n l c i m i s n ph m: t o s n ph m m i bn trn th tr ng hi n t i ho c th tr ng m i r i ro cao
Chi n l c i m i ph n ng: c th c hi n khi c s thay i nhu c u c a th tr ng, c n c ngu n l c v marketing v s linh ho t cao trong c c u t ch c, s n xu t
Samsung, LG, Toshiba..

Chi n l c i m i ch ng: danh nghi p ch ng i m i s n ph m, n u ho c tm cch d n d t nhu c u th tr ng

Sony
34

Chi n l c cho t ng s n ph m c th
Chi n l c b t ch c s n ph m: trnh r i ro, quan st s thnh cng c a i th , sau i m i s n ph m
C th t p h p nh ng u i m s n c trong cc s n ph m c nh tranh hi n th i, tuy nhin c n lu v th i gian a s n ph m ra th tr ng c n nhanh chng, trnh vi c b t n ng hng ha tr c s l n chi m th ph n c a i th i tr c

Chi n l c cho t ng s n ph m c th
Chi n l c thch ng s n ph m: c n ch nng cao ch t l ng s n ph m v h gi bn nh m p ng nhu c u khch hng quan tm t i vi c c i ti n cng ngh , tay ngh , nguyn v t li u, ki m tra ch t l ng s n ph m

35

36

Chi n l c cho t ng s n ph m c th
Chi n l c ti nh v s n ph m: thay i v tr c a m t thng hi u trn th tr ng hi n c trong tm tr c a ng i tiu dng r i ro cao
T o s khc bi t v i cc i th c nh tranh n b t nhu c u th tr ng v p ng c nhu c u S n ph m ph i c khch hng ghi nh trong tm tr Aspirin, Jetstar Pacific Airlines
37

Chu k s ng c a s n ph m
Kho ng th i gian s n ph m t n t i trn th tr ng (xu t hi n rt lui) Chu k s n ph m ng vai tr quan tr ng trong qu trnh marketing Cc giai o n c a chu k s n ph m i h i cc doanh nghi p c chi n l c marketing khc nhau
38

Chu k s ng c a s n ph m
T s n ph m trong chu k s ng c a s n ph m c th di n t :
M t ch ng lo i s n ph m (product category)
tivi

Chu k s ng c a s n ph m
Doanh thu

M t d ng s n ph m trong m t ch ng lo i (product form)

Tivi en tr ng

M t thng hi u
GoldStar

Giai o n pht tri n s n ph m m i Tng tr ng Gi i thi u

L i nhu n

D ng s n ph m (product form) th hi n r nt nh t chu k s ng

39

Tr ng thnh

Suy thoi
40

Chu k s ng c a s n ph m
Giai o n pht tri n s n ph m m i: pht hi n v pht tri n tu ng v s n ph m m i, doanh thu cha c v chi ph u t pht sinh Giai o n gi i thi u: tung s n ph m m i ra th tr ng, doanh thu th p, t c tng tr ng ch m, cha c l i nhu n v chi ph gi i thi u cao (k thu t, quy trnh s n xu t cha hon ch nh, h th ng phn ph i cha t t, s e ng i t pha khch hng v nh phn ph i)
41

Chu k s ng c a s n ph m
Giai o n tng tr ng: s n ph m c th tr ng ch p nh n v tiu th m nh, l i nhu n gia tng nhanh chng Giai o n tr ng thnh: t c tng tr ng gi m d n, doanh thu t c c i trong giai o n ny, l i nhu n tng ch m v gi m d n Giai o n suy thoi: doanh thu v l i nhu n gi m m nh
Cc dng s n ph m i n tho i di ng

42

Chi n l c marketing theo chu k s n ph m

Giai o n m u:
S n ph m: hon thi n quy trnh s n xu t v ch t l ng s n ph m Gi c : gi h t vng ( i v i s n ph m c o c nhu c u cao) ho c gi thm nh p ( i v i s n ph m ph bi n Phn ph i: phn ph i c gi i h n Xc ti n: nh m vo ng i tiu dng tin phong v ng i c khuynh h ng tiu dng thng qua cho hng c nhn hay catalog
43

Chi n l c marketing theo chu k s n ph m

i v i giai o n tng tr ng:
S n ph m:
S n xu t i tr, a d ng ha s n ph m p ng nhu c u th tr ng m i Tng c ng c i ti n ch t l ng, tiu chu n

Gi c : h gi nh m kch thch nhm khch hng c nh y gi c cao Phn ph i: phn ph i i tr, m r ng knh phn ph i Xc ti n: chuy n qu ng co t nh n bi t s n ph m sang thuy t ph c tiu dng
44

Chi n l c marketing theo chu k s n ph m

Giai o n tr ng thnh: di nh t trong chu k s n ph m, doanh thu tng ch m, nhng t c c i c nh tranh mnh li t v cc ho t ng marketing c nh tranh ch y u l giai o n ny
S n ph m: c i ti n ch t lu ng, ki u dng, a d ng ha dng s n ph m p ng t i a nhu c u khch hng Gi c : i u ch nh gi c ph h p v i s c nh tranh gay g t, xu h ng th a thu n ng m gi a nh ng ng i bn nh m ch ng l i ng i mua Phn ph i: m r ng phn ph i m c t i a Xc ti n: c ng c lng trung thnh v i thng hi u, tng c ng khuy n m i, qu ng co, c i ti n d ch v khch hng
45

Chi n l c marketing theo chu k s n ph m

Giai o n suy thoi: c t gi m chi ph t i a, ch i th b cu c hay lo i b s n ph m
S n ph m: c t gi m b t cc m t hng khng cn mang l i l i nhu n Gi c : xi t ch t chi ph gi m gi (chi ph xc ti n, phn ph i) Phn ph i: c m ch ng, ch n l c knh hi u qu Xc ti n: nh m t i khch hng mang l i l i nhu n cao, c t gi m chi ph h p l
46

Qu n tr marketing theo chu k s ng c a s n ph m

Gi i thi u Doanh thu Chi ph trung bnh/ khch hng L i nhu n Khch hng i th c nh tranh M c tiu marketing Th p Cao Tng tr ng Tng nhanh Trung bnh/th p Tng Nhi u, ng i c p ti n Tng nhanh T i a ha th ph n Bo ha Tng ch m, nhng n nh Trung bnh/th p Cao, n nh a s khch hng n nh, ti m l c m nh T i a ha l i nhu n, b o v th ph n Suy thoi Gi m nhanh

Gi i thi u S n ph m t phin b n, khi m khuy t trong thi t k nh gi d a trn chi ph, th ng l cao Ch n l c

Tng tr ng Nhi u phin b n m i, d ch v v b o hnh nh gi thm nh p th tr ng R ng ri

Bo ha a d ng thng hi u v ki u m u nh gi i ph c nh tranh v nh b i i th R ng ri hn n a

Suy thoi Lo i b nh ng s n ph m khng cn sinh l i Gi m gi

Gi

Phn ph i

Th p

Gi m b t trung gian phn ph i khng hi u qu

m/th p t, ng i ch p nh n ci m i t T o s nh n bi t thng hi u

Gi m nhanh
Qu ng co

Nh ng ng i b o th Gi m
Khuy n m i

Xy d ng nh n bi t v s n ph m, thng hi u C ng cao, khuy n khch dng th

Xy d ng nh n bi t v a thch thng hi u

Nh n m nh vo s khc bi t v c ng c v tr thng hi u Tng c ng , thu ht khch hng c a i th

Gi m, ch quan tm t i khch hng trung thnh Gi m t i a

Gi m c ng

C t gi m chi ph, thu ho ch

47

48

Chi n l c pht tri n s n ph m m i

Th hi n d i hai d ng: (1) m i i v i cng ty, (2) m i i v i th tr ng
M i i v i th gi i (Sony Walkman) 10% Dng s n ph m m i 20% B sung dng s n ph m hi n c 26% C i ti n s n ph m hi n c 26% Ti nh v - 7% (Aspirin) Gi m chi ph 11%
49

Cc giai o n pht tri n s n ph m m i

Xy d ng t ng Sng l c t ng Pht tri n v th khi ni m Pht tri n chi n l c marketing

Tung thng hi u

Th th tr ng

Pht tri n thng hi u

Phn tch kinh doanh

50

Cc b c pht tri n s n ph m m i
Xy d ng t ng Sng l c t ng Pht tri n v th khi ni m Pht tri n chi n l c marketing Phn tch v m t kinh doanh Pht tri n thng hi u Th nghi m trn th tr ng Tung s n ph m ra th tr ng Lu : cc b c c a qu trnh xy d ng s n ph m m i lun ti p di n trong qu trnh kinh doanh
51

Cc b c pht tri n s n ph m m i
Xy d ng t ng cho s n ph m m i
n t nhi u ngu n: khch hng, i th c nh tranh, nghin c u khoa h c, nhn vin, lnh o.. C n ch : nhu c u v c mu n c a khch hng l c s v xu t pht i m cho s n ph m m i
Sony Walkman = thch nghe nh c + nghe nh c trong khi di chuy n Bp b Barbie = bp b + thanh thi u nin ( i t ng tiu dng)
52

Cc b c pht tri n s n ph m m i
Sng l c t ng
Ch n l c cc t ng ti m nng v lo i b nh ng t ng khng kh thi D a trn phn tch c h i, thch th c bn ngoi v phn tch ngu n l c, kh nng bn trong c a doanh nghi p (SWOT) nh gi vi c th c hi n t ng c kh thi hay khng?
Du l ch khng gian
53

Cc b c pht tri n s n ph m m i
Pht tri n v th khi ni m s n ph m
Chuy n nh ng t ng v s n ph m thnh ngn t cho khch hng hi u c
M t lo i b t thm vo s a tng hng v v m c dinh d ng cc khi ni m sau:
i m tm nhanh, b d ng hng ngy, khng t n th i gian s a so n Th c u ng d m nhanh cho tr em hng ngy

Th cc khi ni m ny thng qua cc cng c nghin c u th tr ng ph n ng c a ngu i tiu dng: c trng v t tr i c a khi ni m? Ph h p nhu c u? M c thch th, xu h ng mua hng?
54

Cc b c pht tri n s n ph m m i
Chi n l c marketing: 3 ph n
Quy m, c c u, hnh vi tiu dng c a th tr ng m c tiu, nh v thng hi u, th ph n v m c l i nhu n mong mu n cho vi nm u D ki n gi c , hnh th c phn ph i v chi ph marketing cho nm u tin Ch tiu m c tiu th , l i nhu n lu di v chi n l c marketing mix theo th i gian
55

Cc b c pht tri n s n ph m m i
Phn tch kinh doanh
nh gi l i m c h p d n v m t kinh doanh c a s n ph m cng nh m c ph h p v i m c tiu chung v s m ng c a cng ty nh gi v m t doanh thu, chi ph s n xu t, marketing, l i nhu n em l i, i m ha v n, th i gian ha v n, phn tch r i ro kinh doanh..
56

Cc b c pht tri n s n ph m m i
Pht tri n s n ph m v thng hi u
Sau khi phn tch kinh doanh, bi n s n ph m trn b n v , m hnh pht tri n s n ph m v xy d ng thng hi u c th C n c s ph i h p gi a marketing, k thu t pht tri n cc thu c tnh ch c nng (s n ph m) v thu c tnh tm l xy d ng thng hi u c th tha mn nhu c u ch c nng v tm l cho khch hng m c tiu
57

Cc b c pht tri n s n ph m m i
Th nghi m trn th tr ng
Xem xt cc ph n ng v ti m nng c a th tr ng m c ch p nh n, mua hng, s d ng c a ng i tiu dng, c a cc knh phn ph i Khng ph i doanh nghi p no cng th c hi n b c ny v chi ph kh t n km

58

Cc b c pht tri n s n ph m m i
Tung thng hi u ra th tr ng
V tr a l v th i gian tung thng hi u
V tr a l: ty thu c vo ngu n l c cng ty v tnh hnh c nh tranh trn th tr ng Th i gian:
Tin phong: l i th i u, tuy nhin r i ro cao Tung s n ph m song song v i i th : hai cng ty cng nghin c u v a s n ph m ra th tr ng c nh tranh cao, tuy nhin c khch hng ch hn Tung s n ph m ra sau: m t l i th tin phong, tuy nhin c th trnh c r i ro m cng ty i tr c m c ph i
59

Bi t p th o lu n
L y v d c th cho cc d ng s n ph m m i? u, nh c i m c a t ng chi n l c: s n ph m, dng s n ph m v t p h p s n ph m?

60

10