K HOCH MARKETING CHO SN PHM MI MC LC:

1/ Phn tch th trng 2/ Mi trng cnh tranh 3/ Phn tch khch hng mc tiu 4/ Phn tch tnh hung hin ti 5/ Phn tch i th cnh tranh 6/ Mc tiu marketing 7/ Chin lc marketing 8/ Xc lp nhng li th cnh tranh 9/ nh v thng hiu 10/ Tip th tch hp 11/ Ngn sch cho k hoch tip th 12/ The marketing audit

CHI TIT
1/ Market Analysis Phn Tch Th Trng
a. b. c. d. Market zize: Quy m th trng Quy m th trng hin ti Th trng tim nng Th trng ang pht trin Th trng ang dn u Cc sn phm hin c Khch hng tim nng ca sn phm Th trng cnh tranh trong hin ti Industry Trends: Xu hng ngnh hng K thut S xm nhp i th mi Xu hng cnh tranh Market segmentation: Phn khc th trng Nhn khu hc Tm l hc i tng s dng Ni c tr Li ch s dng Target Market: Th trng mc tiu Sn phm c a ra u?

Sn phm cnh tranh u? Sn phm c p ng nhu cu no?

2/ The Marketing Enviroment: Mi trng cnh tranh

a. b. c. d. e. Social/ Cultural Trends: Xu hng vn ha x hi Economic Trends: Xu hng kinh t Political/Legal/Institutional Trends; Xu hng v chnh tr/php l/th ch Ecological Trends: Nhng xu hng v sinh thi hc, mi trng Technological Trends: nhng xu hng v k thut

3/ Consumer Analysis Phn tch khch hng mc tiu

a. b. c. d. e. f. g. h. i. Consumer needs and wants NTD cn v mong mun g? Appeal to these consumers NTD hp dn bi ci g? The benefits provide to the consumer NTD c nhng li ch g Income to spend product s tin m NTD c th chi tiu cho sn phm Disposable do the target consumers lm th no ngi tiu dng sn sang mua The buying decision Quyt nh mua hng Promotional mediums Cc hnh thc khuyn mi Consumers most likely to engage Ha hn chc chn vi NTD What activitices are these in during their leisure time nhng hot ng g trong sut thi gian nhn ri ca h

4/ Current Situation Analysis

a. b. c. d. a. b. c. d. e. Strengths im mnh Weaknesses - im yu Opportunities C hi Threats Thch thc

5/ Competitor Analysis
Market share Th phn Reaction Phn ng li t i th Share of voies Th phn truyn thng Unique selling proposition im khc bit bn hng Completing SWOT analysis Phn tch SWOT

6/ Marketing Objective Mc tiu marketing

a. b. c. d. e.

M t th phn M t phn khc Thit lp mc tiu th phn Thit lp mc tiu th phn cnh tranh truyn thng Phn tch SMART

7/ Marketing strategy Chin lc Marketing

a. b. c. La chn cc chin lc Cc chin lc pht trin Pht trin sn phm hin ti trong th trng Chin lc pht trin sn phm Chin lc pht trin th trng Nhng quyn Cc chin lc khng pht trin Chin lc rt lui Chin lc b sa Chin lc nm gi

8/ Sustainable Competitive Advantage Xc nhn nhng li th cnh tranh SCAs

a. b. c. SCAs l To s khc bit trong th trng Quan tm n nhng thay i mi trng i th cnh tranh kh bt chc Tc dng ca n by nh hng n nhng quyt nh NTD S khc bit Cht lng sn phm Cht lng dch v Tn thng hiu c trng sn phm Tnh u vit ca k thut Cc knh phn phi Dng i sn phm Chin lc gi thp Sn phm n gin Thit k sn phm

d. e. -

Ngun nguyn liu th Phn phi gi thp Li th v gi nhn cng Li th a phng Gim bt cc chi ph Kinh nghim trong sn xut sn phm Tp trung Tp trung vo dng i sn phm Nhm vo phn khc Khu vc a l Tp trung chng li nhng i th cnh tranh gi thp Th trng ngch Tp trung vp th trng nh Tp trung vo th trng khc bit

9/ Product/Brand Positioning nh v thng hiu

Thuc tnh sn phm Li ch cho NTD S ng dng ca sn phm Phn phi sn phm Th trng truyn thng Cc kiu NTD nh v cnh tranh trn th trng

10/ The Marketing Mix Tip th tch hp

a. b. Product Sn phm c tnh Chng loi ngnh hng Tn thng hiu Bao b/ thit k Sn phm ph km theo Price Gi Gi tiu chun Cc loi gi c bit Chit khu trong bn hng v phn phi Cc phng thc thanh ton

c. d. e. -

Place Phn phi Knh phn phi Chin lc v k hoch bn hng K nng bn hng v pht trin Promotion Qung b thng hiu Qung co Khuyn mi bn hng Cc vt phm ti im bn hng Qung co thng mi Bn hng trc tip Cc s kin Ti tr Tip th trc tip Tip th trn Internet Communication Plan K hoch truyn thng K hoch v chin lc cho cc phng tin truyn thng

11/ Budget Marketing planning Ngn sch cho k hoch tip th

a. b. c. d. Cc hot ng ko S lng cc phng tin truyn thng Pht thanh Truyn hnh Bo ch Ngoi tri Ti tr Khc Cc hot ng y Khuyn mi POSm Cc vt phm bn hng Hun luyn ng vin bn hng im bn hng Hi ch thng mi Tip th trc tip Khc Quan h cng ng Pht trin sn phm

e. Pht trin h thng phn phi f. Nghin cu th trng g. Tip th xut khu

12/ The Marketng audit: nh gi theo di hot ng tip th

a. b. c. d. e. f. g. h. i. j. k. l. Dung lng th trng/xu hng u t tip th S i mi Khch hng trung thnh Knh phn phi thng mi Gi tr th trng Cc i th cnh tranh chnh Chin lc sn phm mi nhn bit thng hiu Ch s tha mn ca NTD bao ph knh phn phi co gin ca gi