Marketing @ Client

Ai ang ni?
Nguyn Hu Ngh H Kinh t, K27, 2001-2005 Sng lp BrandsVietnam.com (2012) Nguyn Trng nhn hng Nivea (2011) Nguyn Trng nhn hng X-Men (2008)

Agency Client

Lm Marketing @ Client l lm g?

Lm Marketing @ Client vi nhng ai?

Lm Marketing @ Client i hi nhng g?

Quan nim

Lm Marketing l lm qung co, chy TVC, t chc s kin, PR, PG, digital, etc.

c xi tin nhiu nht trong cng ty, lm vic vi nhng agency danh ting chy nhng chng trnh honh trng.

Ch cn bit v Philip Kotler, 4P, 5C, nh v, qung co, digital, etc.

Cha ng.

Hiu ng

1. Lm g?

Nhim v ca Marketing @ Client l lm sao ngy cng nhiu ngi tiu dng bit n v trung thnh vi nhn hiu ca chng ta, theo mua v s dng nhiu hn.

Marketing 101
DOANH S - TH PHN - LI NHUN Bao nhiu ngi mua?
Penetration Mc thm nhp th trng Loyalty S trung thnh nhn hiu

H s dng nh th no?
Frequency Tn sut s dng / mua hng Consumption Lng s dng / Kh nng tiu dng

Sc khe Thng hiu / Hnh trnh ca NTD

Presence Hin din Relevance Ph hp Performance p ng Advantage Khc bit Bonding Trung thnh

Cng c 6P ca Unilever
Proposition nh v Promotion Qung b Place Phn phi Pack Bao b Price Gi c Product Sn phm

Marketing 101

Ngi tiu dng

6P

Thng hiu

Marketing 101

Promotion - Proposition

Qung co sng to La chn knh truyn thng hiu qu Kch hot thng hiu (PR, Event, Sampling, Sponsorship) Khuyn mi Digital Marketing

Product - Price - Pack

Hiu ngi tiu dng Phn khc nhu cu S tht ngm hiu Sng to sn phm Chin lc nh v

Place

H thng Phn phi Tip th thng mi (bao ph, trng by, chng trnh dnh cho knh phn phi) Bn hng

o lng
1. Brand Sales (doanh s bn) 2. Brand Share (th phn) 3. Brand Prot & Loss (li nhun) 4. Brand Equity (ti sn thng hiu) 5. Brand Innovation Growth (tng trng thng qua pht trin sn phm mi) 6. Brand Non-innovation Growth (tng trng qua truyn thng v kch hot) 7. Brand Key / Brand Plan / Brand Vision (nh v, k hoch, tm nhn ca nhn hng)

2. Lm vi ai?

Ging nh mt b phim hay xy dng thng hiu cn s ng gp ca tt c mi ngi trong v ngoi cng ty trong Marketing l ngi o din chnh lnh o, li ko, truyn cm hng.

Trong

Marketing

Sales

Trade

Commercial Operation
Purchasing Supply Chain

Services
Media

Administration
Legal IT

Factory

R&D

Research

HR

Finance

Creative

Media R&D Legal

Factory

Creative

Research

HR

Supply Chain

Finance

Sales
Purchasing

Trade
IT

Marketing

Sales: hun luyn, thc y v h tr bn hng, theo di doanh s kp thi hnh ng. Trade: theo di, ng gp vo chng trnh h tr ph hng, trng by, chit khu v xy dng quan h vi knh phn phi. Supply Chain: d bo doanh s & nhu cu, theo di tn kho, ra hng sn phm mi, etc. Purchasing: mua nguyn vt liu, bao b, sn xut POSM, hng khuyn mi, etc. Factory: k hoch sn xut, cht lng sn phm, etc. R&D: nghin cu v pht sn phm mi, ti u cng thc v gi thnh, etc. Finance: gi c nguyn vt liu v bao b u vo, chi tiu ngn sch marketing, li l ca nhn hng, ngnh hng. Legal: phi hp xin giy php sn phm, qung co, chng trnh. HR: tuyn dng nhn s marketing, hun luyn v nng cao k nng i ng. IT: cc chng trnh qun l khch hng v doanh s, h thng v quy trnh ph duyt form mu.

Ngoi

Marketing Client

Win-Win

Internal Team Agency

Khng ai xy dng thng hiu mt mnh.

3. Yu cu g?

Thng tin

Marketing Assistant / Admin Marketing Executive Assistant Brand Manager Brand Manager Group Brand Manager Marketing Manager / Category Head / Business Unit Leader Marketing Director / Business Unit Director Vice President / Chief Marketing Ocer (CMO)

Trch nhim

Theo di v bo co Thc thi v Gim st Lp k hoch v Qun l nh hng chin lc nhn hng nh hng chin lc ngnh hng nh hng chin lc cng ty

Thng tin

Kinh Theo di & Trin khai nghim Bo co & Gim st

Lp k hoch & Qun l

nh nh hng hng nhn hng ngnh hng

nh hng cng ty

Vice President - Marketing Chief Marketing Ofcer Marketing Director Business Unit Director Marketing Manager Category Head Business Unit Leader Group Brand Manager Group Product Manager Brand Manager Product Manager

10+

9+

7+

5+

3+

Assistant Brand Manager

2+

Marketing Executive Brand Specialist Marketing Assistant Marketing Admin

1+

0-2

T cht & K nng thnh cng

Khng ngng hc hi Suy ngh chin lc M rng tm nhn c nhn tm am m

Marketing Ting Anh Thuyt trnh Giao tip Lnh o

c kt

Marketing @ Client l qu trnh xy dng thng hiu trong tm tr ngi tiu dng h bit n, trung thnh, mua v s dng nhiu hn. Marketing @ Client li ko, dn dt, truyn cm hng cho mi ngi - phng ban v agencies - hng n mc tiu chung. Marketing @ Client l cng vic th thch, i hi cao nhng th v v c tng thng xng ng.

Stay hungry. Stay foolish.

Cm n.
Chc cc bn thnh cng!
Thc mc? Gi cho Nghi@BrandsVietnam.com.