(Mt cun sch khng th thiu i vi cc nh doanh nghip hien ai,

nhng ngi lm marketing v cc cng ty qung co)

Ba 3



Jack Trout la Chu tch cua Trout & Partners Ltd (www.troutandpartners.com), mot
trong nhng cong ty marketing uy tn nhat th gii co van phong ai dien at tai hn 20 quoc gia tren the
gii. Jack Trout c moi ngi biet en nh mot bac thay ve xay dng thng hieu va hot ng
marketing. Ong la ngi a ra mot khai niem mang tnh cach mang - nh v (positioning). Ong cung la
ong tac gia cua nhng cuon sach thuoc hang kinh in ve xay dng thng hieu Positioning (nh v
Thng Hieu), The Power of Simplicity (Sc Mnh Cua S n Gian) va nhieu cuon sach best-seller khac.

Steve Rivkin la ngi sang lap Rivkin & Associates LLC (www.rivkin.net), mot cong
ty t van marketing va truyen thong. Ong la ong tac gia cua nam cuon sach marketing va chien lc
truyen thong, trong o co Differentiate or Die (Khac Biet Hay La Chet), The Making of a Name (Tao Dng
Mt Thng Hieu), IdeaWise (Theo Chieu Y Tng) Ong con la mot dien gia thng xuyen c mi
thuyet trnh tai cac cuoc hoi ngh, hoi thao ve marketing va xay dng thng hieu tren khap cac chau luc.





Ba 4
Khc bit hay l Cht c tn vinh l mt trong nhng cun sch marketing hay nht mi thi i. Chnh qua
quyn sch ny, khc bit (differentiation) tr thnh mt t ng ln trong th gii kinh doanh ngy nay.
Xt thy tm quan trng ca vic khc bit ha, hai tc gi Jack Trout v Steve Rivkin cp nht v b sung
thm nhiu ni dung mi vo n bn mi ln ny.
n bn ny l s tng hp thm 18 v d minh ha thc t, thm ni dung c cp nht hon ton v ba
chng mi. Mt chng gii thiu cc nghin cu v dng sn phm. Mt chng trnh by s khc bit bng nhng
tin n truyn ming v chng cn li cng c thm s quyt tm trong bn khi nhn mnh rng bn c th khc bit
ha mi th vi nhng minh ha thc t v cng sng ng.
Nu bn c n bn u tin, chc chn bn s cm thy th v vi n bn ny. c ci nhn y v vn
khc bit ha trong th gii kinh doanh ngy nay, bn hy gi bn mnh hai n bn Khc bit hay l Cht lm kim
ch nam cho vic kinh doanh ca mnh.


-----------------


DANH TANG ROSSER REEVES, NGI A LAM CHO KHAI NIEM 'LI THE BAN HANG OC
AO TR NEN NOI TIENG. ONG UNG LA NGI I TRC THI AI BI KHONG CO NHIEU
NGI TRONG CHUNG TA XAC NH C MOI TRNG CANH TRANH TREN THE GII NAY
ROI SE THAY OI RA SAO.
LI M AU
Gan nh trong suot qua trnh lam viec cua mnh, toi va cac ong s luon nhan manh tam quan trong
cua viec "tr nen khac biet".
Trong cuon nh V Thng Hieu (Positioning), khac biet co ngha la t khac biet hoa dch v, sn
phm cua ban trong tam tr cua ca khach hang hien tai lan tiem nang.
Trong cuon Chien Tranh Tiep Th (Marketing Warfare), khac biet c nh ngha la dung mot y
tng khong giong ai e t bao ve, hoac e tan cong bang loi anh boc hau hay anh du kch oi thu
canh tranh cua ban.
Trong cuon 22 Quy Luat Bat Bien Cua Marketing (22 Immutable Laws of Marketing), khac biet co
ngha la dung mot y tng oc ao e xay dng mot thng hieu.
Con trong cuon Sc Manh Cua S n Gian (The Power of Simplicity), khac biet co ngha la xac lap
mot chien lc hng en s khac biet hoa.
That vay, "Tr nen khac biet" luon la trong tam cua moi khai niem marketing ma chung toi a the
hien trong suot may chuc nam qua.
Ban co the cho rang luc nay thong iep ve "s khac biet" cua chung toi a c lan truyen va chap
nhan rong rai. Rang, moi ngi eu ang ban ron mang s khac biet vao trong cac ke hoach cua ho va
dng nh khong ai la khong ong gop cho i mot y tng khac biet cua rieng mnh. S thc co ung nh
the khong?
Xin tha rang Khong!
Muc ch cua chung toi khi viet cuon sach nay la hng en hai loai hnh thc to chc. Loai hnh
th nhat bao gom nhng to chc cha bao gi e tam en viec phai tr nen khac biet. Nhng to chc loai
nay luon phai vat lon vi cac muc tieu nh "chat lng cao hn", "gia tr tot" hay mot li khang nh tuy
sao mon nhng van con nhieu hap dan: "san pham tot hn". Cac doanh nghiep nay cho rang san pham cua
ho tot hn cac oi thu va chan ly o luon thang the.
Co vo so "bac thay" vay quanh ho va khong ngng noi ve chat lng, ve trao quyen, ve nh
hng khach hang va rat nhieu hnh thc lanh ao khac nhau. Tuy nhien, ho quen rang cac oi thu cua ho
cung c tr lc bi nhng "quan s" tng t. Vay nen, khong co g la khac biet ca!
Loai hnh to chc th hai bao gom nhng to chc hieu c s can thiet cua viec tr nen khac biet.
Nhng ch sau mot vai no lc khong ang ke, cac cong ty nay anh phai au long chap nhan la ho khong
the va khong biet phai lam sao e co the "tr nen khac biet". Ho bao cha rang san pham cung nh cach
thc ban hang cua ho chang co g khac so vi cac oi thu canh tranh.
Cac to chc nay buoc phai tin vao nhng li ha hen cua cac dien gia kch hoat tinh than va truyen
nguon cam hng bat tan vi hy vong ngi cua ho roi se the hien c thoi quen lam viec hieu qua va xay
dng thai o tch cc. Song nhng dien gia o cung en vi ca cac oi thu cua ho e kch hoat tinh than cho
cac to chc nay. Nh vay, van khong co g la khac biet!
Va ho cung khong gat hai c bao nhieu ho tr t nhng ten tuoi han lam khoa bang ln. V du
nh Michael Porter cua ai hoc Harvard, ngi a noi ve s can thiet cua mot v the oc quyen nhng thc
s lai khong ho tr c bao nhieu cho cac to chc e co the at c cai v the oc quyen o. Thay vao
o, Porter lai noi ve tnh lien tien chien lc, v the chien lc va giam thieu thoa hiep. Van khong co g la
khac biet!
S ho tr t cac cong ty quang cao cung khong em lai cho cac to chc ieu g mi me. Nhng
ngi nay ch noi ve nhng ieu g co lien quan en s gan ket, ot pha, loi cuon hay de men, a nhn,
noi chung la tat ca nhng ieu co lien quan en nghe thuat ch khong phai ky thuat. Van khong co g la
khac biet ay!
Cuon sach nay c viet ra la e thay oi tat ca nhng quan iem tren. No a ra rat nhieu cach
thc khac nhau e giup ban tr nen khac biet nhng van co the tranh khoi s cam do cua nhng g co-ve-
la-khac-biet nhng thc s lai tng ong.
Vi cuon sach nay trong tay, cac ban se trong mot v the tot hn e phat trien vng vang trong
mot the gii canh tranh ngay cang khoc liet. ay chnh la mot cuon sach co the tao ra s khac biet cho s
nghiep kinh doanh cua ban.
Jack Troat

Chng 1
VNG QUC CUA S LA CHON

Vao thi k s khai cua nhan loai, la chon khong phai la mt van e cua con ngi. e tra li cho cau hoi
"Co g cho ba toi ay?", to tien cua chung ta ch can ra khoi hang va san bat bat ky con vat nao ho nhn
thay va em ve lam ba toi cho mnh va cac thanh vien.
Ngay nay, tra li cho cau hoi tren, chung ta tm vao sieu th va dan mat vao vo so th co the an c ma
ngi khac a anh bat hay nuoi trong, tham ch ho con che bien va ong goi san tat ca la v s tien li
cua chung ta. Chung ta khong can phai i san bat nhng lai phai can nhac xem nen mua loai nao trong
hang tram th kia. Tht heo? Tht bo? Tht ga? Hay cac loai thc pham gia tht?
Nhng o ch mi la bc khi au. Sau o, chung ta con phai quyet nh xem mnh se chon phan nao cua
cac loai tht ay. Sn? ui? Than? Tim hay Gan?...
Va co the con phc tap hn na khi mot so ngi phai quyet nh chon mua nhng th khac cho nhng
ngi an chay trong gia nh mnh.

Cau ca cho ba toi
i vi to tien cua chung ta, viec anh bat ca la het sc n gian. Ho ch can vot nhon mot canh cay va at
tat ca hy vong vao van may tren dong song, con suoi. Ngay nay, anh bat trc het ngha la phai tm en
nhng ca hang dung cu nh Bass Pro Shop, L.L.Bean hay Orvis e roi b loa mat trc u loai can cau,
day cau, li cau en moi cau danh rieng cho tng loai ca khac nhau, roi nao la quan ao i cau, gio ng
ca va neu co the la ca mot con tau hay hang tram th khong ng khac na.
Bass Pro, mot ca hang rong hn 30.000 m
2
Springfield, Missouri, tham ch ho con co the cat toc cua
ban e che bien thanh mot loai moi cau ac biet!
Viec i cau hay noi ung hn la tat ca moi th a khac trc rat nhieu.

i an toi
Ngay nay, rat nhieu ngi thng nhng viec chon a iem an toi cho ngi khac bi viec quyet nh se
i an toi au trong mot thanh pho rong ln nh New York chang han, hoan toan khong de dang chut nao.
Cung v vay ma vao nam 1979, Nina va Tim Zagat a thc hien mt cuoc khao sat tt c cac nha hang
New York e giup thc khach giai quyet kho khan trong viec la chon nay. Ngay nay cuon cam nang nha
hang loai bo tui cua Zagat (gom 54 tap) tr thanh mot an pham c ban ra nhieu trieu ban, vi nhan xet
va xep hang cua hn 300.000 nha hang, quan bar, hop em khac nhau.

S bung no trong la chon
Trong vai thap nien qua, nhieu thay oi trong lnh vc kinh doanh bao gom s tang trng ngoan muc cac
hang muc san pham thuoc hau het moi chung loai din ra lien tc. Ngi ta d oan hien co tren mot trieu
hang-muc-san-pham-tieu-chuan (SKU)
1
My. Trong mot sieu th bat ky, luon co tren di 40.000 SKU.
Trong khi o, 80-85% san pham thiet yeu cua mot gia nh bat ky nam trong nhom 150 SKU. ieu nay co

1
SKU - Standard Stocking Unit: Hang muc sn phm tiu chun.
ngha la trong moi lan i mua sam, rat co kha nang chung ta se bo qua 39.850 SKU c bay ban tren cac
ke.
Trong nhng nam 1950, neu muon mua xe, ngi dan My phai chon mot trong nhng kieu xe cua GM,
Ford, Chrysler hay American Motors. Tuy nhien ngay nay, la chon o khong con b bo hep v s xut hin
cua cac nhan hieu Acura, Aston Martin, Audi, Bentley, BMW, Honda, Hyundai, Infiniti Vao au nhng
nam 1970, co khoang 140 nhan hieu xe co mat tren th trng va ngay nay con so nay a len en hn 300.
Viec chon vo xe con phc tap hn rat nhieu. Neu trc ay chung ta ch biet en Goodyear, Firestone,
General va Sears th ngay nay, ch mot ca hang ban le vo xe hi nh The Tire Rack, ban se phai doi tm
nhng vo xe cung loai t hang ta thng hieu t la cho ti quen nh Goodrich, Bridgestone, Continental,
Dunlop, Hankook, Pirelli, Toyo, General, Kumho, Sumitomo
S khac biet ln nhat chnh la ban chat cua th trng. Th trng trong nc trc ay, ni nhng cong ty
noi a canh tranh vi nhau nay a tr thanh mot th trng toan cau, tao ra s canh tranh gia cac cong ty
en t khap ni tren the gii.

Chon ni cham soc sc khoe
Hay xet en mot nhu cau c ban khac la nhu cu c cham soc y te. Trc ay, moi khi au om, ban ch
can en mt benh vien bat ky ma khong phai suy ngh g nhiu ve cung cach phc v, trnh o k thut ieu
tr hay thuoc men, ke ca chi ph v hau nh moi th ho eu tng ng nhau. Ngay nay, la chon mt c
s cham soc sc khe phu hp la vo cung kho khan neu ban phai can nhac en cac yeu to noi tren.
Chang han, co the noi rang bang California, Hoa Ky la mt vung at tieu bieu cua cac loai bao cao cham
soc sc khoe. Khi au la viec mot so nhom bac s va cac chng trnh cham soc sc khoe phat hanh cac
"bao cao" chng nhan hieu qua hoat ong cua he thong n v cung cap dch vu cham soc sc khoe. Sau
o, to chc PacifiCare vi 2,1 trieu thanh vien cua bang California cho phat hanh "Danh muc Chat lng"
mi c cap nhat tren trang web cua mnh. Danh muc nay xep loai hn 100 to chc sc khoe da tren cac
mc tieu chuan ve ket qua kham cha benh, mc o hai long cua ngi c cham soc sc khe, d lieu
hanh chnh, cung nh thong tin ve mc o chuyen nghiep va trnh o to chc cua ho.
Nhng moi th tr nen roi ram en mc moi ngi khong con lo lang en viec mac benh na. Viec tm mot
ni e c cham soc tot hn mi chnh la moi ban tam cua chung ta.

Chon la hang ien t tieu dung
Mot nha quan sat tm en mot sieu th hang ien t tieu dung va dng lai khu vc ban cac loai dan am
thanh. o co 74 loai may thu thanh, 55 loai au a CD, 32 loai cassette va 50 dan loa khuech ai khac
nhau. (Ban a thay inh tai nhc oc cha?)
Neu gia s cac bo phan nay eu co the ket hp vi nhau tuy theo y ban, ieu nay co ngha la ban co kha
nang thiet ke 6,5 trieu kieu dan am thanh khac nhau. (Bay gi th chac chan tai ban a b thung mang
nh!)



Quyen chon la ang ngay cang c m rong
Nhng g va c mo ta tren ay la thc te a va ang dien ra tai th trng nc My, mot th trng co
the noi la a dang nhat the gii, ni tap trung nhieu ngi giau co nhat th gii va hau het nhng ngi lam
marketing eu ang no lc e gianh lay chiec v cua h.
Hay th nhn Trung Quoc, mot quoc gia ang co nhng bc phat trien vt bat. Sau nhieu thap nien ch
biet mua nhng loai thc pham do cac cong ty quoc doanh san xuat, gi ay ngi dan Trung Quoc co the
thoai mai chon la gia vo van san pham noi a cung nh nhap khau moi khi i mua sam. Theo mot khao
sat mi ay th th trng tieu thu trong nc danh cho cac loai san pham noi a ang bat au bung phat
vi 135 thng hieu thc pham cap quoc gia e khach hang mac sc la chon. Chang ng trc mat
con dai nhng ro rang Trung Quoc ang i ung hng e tr thanh mot e che chon la thc s.
Mot so th trng khac co le con rat lau mi en c iem bung phat mnh m. Nhng quoc gia nh
Liberia, Somalia, Bac Trieu Tien va Tanzania con qua ngheo va bat on nen quyen c chon la nay ch
mi la niem hy vong trong tam tng cua ngi dan nc ho.

Quy luat phan chia
Quyen la chon chu tac ong cua Quy luat Phan chia quy luat nay a c trnh bay trong cuon 22 Quy
luat Bat bien trong Marketing (22 Immutable Laws of Marketing).
Cung giong nh mot s phan bao trong mt chiec a th nghiem, vu ai marketing co the c xem nh
mot ai dng cac dong san pham ang khong ngng m rong. Ban au, mot dong san pham cung giong
nh mot thc the n oc, nhng theo thi gian, dong san pham nay se bat au phan chia thanh nhieu
chung loai san pham khac nhau, nh sn phm may tnh chang han, thanh may tnh trung tam, may tnh
mini, may tram, may tnh ca nhan, may tnh xach tay
Tng t, nganh cong nghiep xe hi cung m au bang mot dong san pham duy nhat. Trong mot thi gian
dai, ba nhan hieu Chevrolet, Ford va Plymouth cung nhau chiem lnh th trng xe hi. Sau o, dong san
pham nay bat au bat au phan chia e ngay nay chung ta co cac loai xe hi cao cap, xe hi gia trung bnh
va xe re tien. Kch thc xe cung rat a dang: c ln, trung bnh hay nho gon. Chung ta lai co xe hi the
thao, xe truyen ong bon banh (xe hai cau), xe RV hay xe tai ch hang...
Trong nganh cong nghiep truyen hnh, ABC, CBS va NBC tng co thi thu hut en 90% khan gia xem
truyen hnh. Con gi ay, nganh cong nghiep nay a m rong them cac kenh truyen hnh internet, truyen
hnh cap, truyen hnh ve tinh va truyen hnh pho thong. Ngay nay, co en hn 500 kenh truyen hnh khac
nhau e ngi xem chon la. Vi con so nay, neu ban muon do qua mot lt e tm mot chng trnh nao
o e xem th co kha nang la ngay khi ban tm c, chng trnh o a en phan ket thuc.
"Phan chia" la mot qua trnh dien ra lien tuc. Neu ban van con nghi ng ve ieu nay, hay xem qua Bang
1.1 ve s bung no quyen chon la:
Bang 1.1 - S bung no quyen chon la
Chung loai au thap nien 70 Cuoi thap nien 90
Mau xe 140 260
Thc n KFC 7 14
Kieu dang xe 654 1212
Khoai tay chien Frito-Lay 10 78
Xe SUV 8 38
Ngu coc an sang 160 340
May tnh e ban 0 400
Phan mem 0 250.000
Nc ngot 20 87
Nc ong chai 16 50
Sa 4 19
Kem anh rang Colgate 2 17
Tap ch 339 790
Nc xuc mieng 15 66
au sach mi 40.530 77.446
Ch nha khoa 12 64
Trng trung hoc cong ong 886 1.742
Thuoc theo toa ch nh 6.131 7.563
Khu vui chi, giai tr 362 1.174
Thuoc giam au 17 141
Kch thc man hnh tivi 5 15
Kieu dang quan jean Levi's 41 70
Kenh truyen hnh Houston 5 15
Giay the thao 5 285
ai phat thanh 7.038 12.458
V (tat) n 5 90
Thc n McDonald's 13 43
Knh sat trong 1 36

Nganh "Cong nghiep la chon"
Tat ca nhng s phan chia nay a dan en viec ra i mot nganh cong nghiep mi nham ho tr chung ta
chon la de dang hn. Phan trc chung ta co e cap en Zagat vi cuon cam nang ve cac nha hang va cac
loai bao cao cham soc sc khoe.
Ban co the tm thay khap ni nhng li khuyen kieu nh nen chon mua quy nao trong so 8.000 quy au t;
nen tm en nha s nao Saint Louis; hoac nen theo hoc chng trnh MBA nao trong so hang tram trng
ai hoc kinh doanh. (Li khuyen nao se giup toi tm c viec lam Wall Street?)
Mang Internet ngay nay tran ngap vo van trang web khac nhau co th ho tr ban tm kiem va la chon bat
c th g ma ban co the tng tng ra c, vi mot mc gia rat phai chang.
Cac tap ch danh cho ngi tieu dung nh Consumer Reports va Consumers Digest cung lien tuc thong tin
cho ngi oc ve nhng hang muc san pham va cac la chon. Tr ngai duy nhat la cac tap ch nay ang
qua nhieu thong tin chi tiet khien ban cang oc cang b roi.
Cac chuyen gia tam ly tieu dung cho rang viec co qua nhieu hang muc chon la se khien moi ngi phat
ien len. Theo Tien s Carol Moog: "Viec co qua nhieu chon la va chon la nao cung eu co the c
thoa man nhanh chong se khien tre em va ca ngi ln co nhng suy ngh mai mai au tr. Xet goc o
marketing, moi ngi se khong con hng thu quan tam en xung quanh, ho se tr nen beo ph, met moi va
mat dan kha nang t quyet. Ho se co xu hng co thu, chan nan va phan ng lai moi tac ong, moi kch
thch ben ngoai.

Chon /aa de /am ngao/ t/ea dang ngan ngam
Moi ngi van con tranh cai ve tnh hap dan cua viec m rong quyen chon la. Nhng theo nhan xet cua
Tien s Carol Moog, tren thc te viec chon la co the khien khach hang cam thay chan ngan, met moi va
giam hng thu mua hang.
Vao nam 2001, cac nha tham do a tien hanh nghien cu d lieu cua 800.000 nhan vien lam viec 647
cong ty, t chc thuoc 69 nganh cong nghiep khac nhau. Cuoc tham do nay cho thay rang song song vi s
gia tang cua so lng cac quy au t c chon la, so lng nhan vien tham gia cac chng trnh nay lai
giam xuong. Qua nhieu chon la se dan en s m ho. Va s m ho ong ngha vi cau tra li "Toi khong
quan tam, cam n!".
Giao s Xa hoi hoc Barry Schwartz, tac gia cuon sach The Paradox of Choice (Nghch ly cua s Chon la)
a phat bieu tai mot dien dan cong nghiep vao nam 2006:
Con ngi b nhan chm bi vo so cac la chon khien ho gan nh te liet. Qua nhieu th phai chon la
lam moi ngi tr hoan nhng quyet nh cua mnh. Ho hy vong roi lai t trach ban than v a thc
hien nhng chon la te hai. Ban hau nh chang phai suy ngh g nhieu neu ch c chon mot trong
hai chiec quan jeans. Nhng neu co ca tram chiec quan, ban buoc phai xem cai nao la tot nhat.


Chon /aa co the rat khac ngh/et
Barry Schwartz a goi s la chon trong thi ai ngay nay la mot nghch ly. Goi nh the van con qua nhe
nhang bi neu noi chnh xac hn, o la mot e che. Theo nh ngha cua t ien th e che la ai dien cho
quyen lc toi thng, thng rat khac nghiet va tan bao.
Quyen la chon cung tng t. Vi s canh tranh d doi, th trng ngay nay b chi phoi bi s chon la.
Khach hang co qua nhieu san pham cung chung loai e la chon nen ban se phai tra gia at cho nhng sai
lam cua mnh. Mot khi ban mac sai lam, cac oi thu se lap tc gianh lay th phan cua ban va khong de g
ban co the gianh lai c trong mot sm mot chieu. Nhng cong ty khong hieu c thc te nay se khong
the ton tai. (Mot thc te qua la khac nghiet!)
Co nhieu thng hieu noi tieng mt thi nhng ngay nay a khong con nghe en na nh American Motors,
Braniff Airlines, Burger Chef, Carte Blanche, Eastern Airlines, Gainesburgers, Gimbels, Hathaway shirts,
Horn & Hardart, banh quy Mr. Salty, Philco, Trans World Airlines, Trump Shuttle, VisiCalc, Woolworth's
Va o ch la mot so t nhng thng hieu ln a cham dt s ton tai cua mnh.

Ban phai can trong
Neu ban bo qua s oc ao cua rieng mnh e co gang chieu y tat ca moi ngi th ban se nhanh chong huy
hoai nhng ac iem von tao nen s khac biet cua mnh. ien hnh la trng hp cua Chevrolet - mot
thng hieu xe gia nh chat lng cao tng chiem lnh th trng. Khi Chevrolet co gang them nhng gia
tr nh "at tien", phong cach the thao", "nho gon", "van tai" vao ac tnh thng hieu cua mnh th s
khac biet mang ten Chevrolet a khong con na, keo theo s sut giam doanh so cua ho.
Bang 1.2 di ay liet ke 10 hieu xe ban chay nhat th trng My nam 2006. Chevrolet ng hang 5 va 7
va doanh thu chu yeu cua ho la t hot ng cho thue xe.
Bang 1.2 Nhng thng hieu xe ban chay nhat My nam 2006
1- Toyota Camry 448.445
2- Toyota Corolla/Matrix 387.388
3- Honda Accord 354.441
4- Honda Civic 316.638
5- Chevrolet Impala 289.868
6- Nissan Altima 232.457
7- Chevrolet Cobalt 211.449
8- Ford Focus 177.006
9- Ford Taurus 174.803
10- Ford Mustang 166.530

Neu ban khong quan tam en nhng thay oi cua th trng th s khac biet cua ban co the giam i phan
nao tam quan trong. Hay xet en trng hp cua Cong ty Digital Equipment Corporation (DEC) - tng la
nha san xuat may tnh mini hang au cua My. Cong ty nay a xem nhe viec thay oi cong nghe e san xuat
may tnh PC - mot thiet b pho bien trong cac van phong lam viec. May tnh mini - s khac biet von co cua
DEC a tr nen khong con quan trong na. Sau o, DEC a b khai t va sap nhap bi Compaq - mot trong
nhng ngi khong lo ve may tnh PC.
Neu ban phu thuoc vao chiec bong cua cac oi thu canh tranh manh hn ma khong bao gi thiet lap nhng
iem khac biet cua mnh th ban se mai mai b yeu the. Westinghouse la mot v du ien hnh khi chap nhan
lam chiec bong cua GE (General Electric) va ngay nay thng hieu nay a khong con ton tai. Hoac trng
hp cua Goodrich: trong nhieu nam lien, Goodrich a tai tao vo xe nhng Goodyear lai hng het moi phan
li nhuan bi v cai ten Goodrich khien khach hang nham lan vi thng hieu Goodyear. Ca hai thng
hieu eu xuat sac nhng kho co the tach ri chung trong tam tr cua khach hang. Hien tai, Goodrich ch
ang hot ng cam chng.
The gii kinh doanh ngay nay khong co cho cho long khoan dung, rong lng.

Va, quyen chon la ngay cang tr nen te hai hn
ng ngh n gian rang moi viec roi se au lai vao ay. Chung ta phai hieu rang tnh hnh se te hai hn,
n gian la v ngay cang co them nhieu chon la va mot la chon se tiep noi cho nhieu la chon tiep theo.
Trong cuon Faster (Nhanh hn na), tac gia James Glieck a ve ra mot tng lai ch co the c goi no la
mt s m ho, lan lon va mo ta la: "o la s tang toc cua hau nh tat ca moi th". Chung ta hay xem xet
boi canh sau:
S sinh soi nay n nhanh chong cua quyn la chon a chung ta vao mt vong lap cac thong tin roi
ram khac. Cang co nhieu thong tin th chung ta cang co nhieu cong vao, nhieu cong cu tm kiem e
o ay thong tin hn na vao au oc chung ta. Cang co nhieu bang phat minh th cang co nhieu luat
s ve ban quyen va nhieu dch vu san tm bang phat minh hn. Cang co nhieu sach day nau an, ban
cang phai tm them nhng mon mi e phuc vu va ban cang can co them sach day nau an mi hn. S
phc tap tao thanh s chon la; s chon la thuc ay cong nghe; va lai en lt cong nghe tao ra s
phc tap. Khong co phan phoi hang hoa, khong co san xuat hieu qua, khong co nhng so ien thoai
mien ph, chuyen phat nhanh, ma hang, may quet va tren tat ca la neu khong co may tnh, s la chon
a khong tang theo cap so nhan nhanh en nh vay.

Khong ai trong chung ta nhn thay mot loi ra nao.
***
Chng 2
CAC DONG SAN PHAM ANG DAN ONG NHAT HOA

Trong khi cac dong san pham ang m rong di tac ong cua quy luat phan chia th mot ieu ang lo ngai
a xay ra. Ngay nay, bat ke vo so no lc xay dng thng hieu, song cang luc cang co nhieu dong san
pham ang dan tr nen ong nhat. Noi cach khac, ngay cang co t cac thng hieu trong nhng dong san
pham nay tao c s khac biet ro rang. Trong tam tr ngi tieu dung, nhng thng hieu nay van hien
dien nhng chung cung tng t nh cac thng hieu cung loai khac. Chung co the chiem gi mot v tr nao
o trong dong san pham. Chung ton tai nhng khong s hu mot y tng co y ngha u e tr nen khac
biet.

S oi nghch gia Mong muon va Thc te
Ngay nay, hau nh tat ca moi ngi, t nha thiet ke thi trang cho en nhng ngi noi tieng eu muon
khang nh mnh nh mot thng hieu. Nhng cuoi cung cac loai san pham hay dch vu eu phai oi mat
vi nhng thc te tan bao cua thng trng va ca trong y thc cua ngi tieu dung. Ngi tieu dung co
quyen at cau hoi: San pham ma anh cung cap co iem g ac biet? Chung co g khac biet so vi nhng
san pham cung loai khac? u iem sn phm cua anh la g? No co mang en nhng gia tr thc s co y
ngha oi vi toi va tao cho toi cam giac ang ong tien hay khong?"
Robert Passikoff, nha sang lap Cong ty Brand Keys - mot cong ty co tru s tai New York, chuyen t van,
nghien cu va khao sat long trung thanh cua khach hang, nhan nh: "Mot thc te hien nhien la ngay cang
co nhieu cong ty gap kho khan trong viec tm kiem va xay dng mot hnh anh khac biet so vi cac oi thu
canh tranh. Hai thap nien cuoi cua the ky 20 a dien ra cac hoat ong Tai thiet Quy trnh va Chat lng
ong bo. Nhng cong ty nao tiep tuc ng dung cac hoat ong nay the ky 21 th hau nh se chang co iem
nao khac biet so vi cac cong ty cung nganh nghe. Sau khi cac cong ty bo ra hang tram trieu o la cho
quang cao, d nhien ngi tieu dung se co nhan thc ve nhng thng hieu nay. Nhng cau hoi can at ra la:
lieu nhng thng hieu o co t lam cho chung tr nen khac biet so vi cac thng hieu khac trong cung
dong san pham hay khong?"
Mot ieu chac chan rang tnh khac biet hnh thanh va ton tai da tren can ban nhng gia tr ma mot san
pham hay dch vu thc s s hu. o co the la nhng gia tr thc hoac gia tr cam nhan, ly tnh hoac cam
tnh. Nhng gia tr nay phai thc s co cho ng trong tam tr cua ngi tieu dung ch khong ch n thuan
la mot nhan thc ve thng hieu ma khong em lai mot gia tr nao. Va s khac biet cua cac thng hieu se
c quyet nh da tren mc o cac gia tr s hu va tam quan trong trong i song cua ngi tieu dung.
The nhng, ngay cang co t san pham hay dch vu co kha nang chng minh c s khac biet ung ngha
nay.

Thc te khong de dang
e minh chng cho nhan nh nay, Cong ty Brand Keys a tien hanh khao sat 1.847 san pham va dch vu
thuoc 75 dong san pham khac nhau da vao Customer Loyalty Engagement Index (Ch so long trung thanh
cua ngi tieu dung) bang viec s dung phoi hp cac cau hoi tam ly, phng phap hoi quy he so, cac phan
tch ve quan he nhan qua, nhan nh cua khach hang ve san pham hay dch vu, d oan phan ng cua
khach hang, thi gian co mat lien tuc tren th trng cua san pham va mc o khac biet. Theo bieu o 2.1
di ay, khi san pham hay dch vu cua ban di chuyen t trai sang phai, ngha la ban ang chuyen t v the
khong co g khac biet (hoac khac biet khong ro ret) sang v the cc ky khac biet.

Bieu o 2.1 - Mc o khac biet hay Y ngha oi vi ngi tieu dung

V tr trong dong san pham Thng hieu
Hang hoa Nhan hieu

Thap Rat cao

Theo nghien cu nay, trung bnh ch co 21% cac san pham va dch vu c tham do la co c mot vai
iem khac biet co y ngha oi vi ngi tieu dung. Con so nay thap hn 10% so vi cuoc nghien cu c
thc hien vao nam 2003.
Nhn lai bieu o, cc trai la nhng Hang hoa (Commodity) khong tao c s khac biet nao trong tam tr
ngi tieu dung, ngoai thuoc tnh gia ca.
Chuyen dan sang phai la nhng Hang hoa chiem gi v tr trong dong san pham (Category Place Holders).
ay la nhng san pham hay dch vu co c nhan thc thng hieu manh trong dong san pham. Tuy nhien,
chung lai khong mang mot y ngha thc s nao e co the phan biet c vi cac oi thu canh tranh trong
tam tr ngi tieu dung. General Motors hay The Gap la hai v du ien hnh.
Tiep en la nhng thng hieu c khac biet hoa tot (Diferentiated Brands). ay la nhng san pham hay
dch vu thc s khac biet so vi cac oi thu canh tranh, nh trng hp cua Toyota hoac Apple.
Cuoi cung la Nhan hieu (Human Brand) - nh cao cua s khac biet. Nhan hieu chnh la thng hieu ca
nhan, lien quan en con ngi va thng la ngi sang lap cong ty ngi ai dien cho tnh khac biet ro
ret cua cong ty. cc nay, o la nhng thng hieu co tnh khac biet manh me nhat nhng tnh khac biet
nay lai mong manh va de b tac ong cua cong chung. Ngay khi nhan thc nhan hieu trong tam tr cua
ngi tieu dung thay oi th hau qua trc tiep va kinh hoang la ieu co the thay c ngay lp tc qua s
sut gia co phieu cong ty va mc suy giam li nhuan. Hai nhan hieu ien hnh la Martha Stewart hay Donald
Trump.
Mac do khac b/et hoa trong cac dong san pham t/ea b/ea
Mc o khac biet thay oi theo tng dong san pham. V du nh 100% cac nhan hieu xa phong eu co s
khac biet. 50% so the tn dung eu ai dien cho mot y ngha nao o trong tam tr ngi tieu dung. Rieng
nganh ngan hang, xang dau va 20 dong san pham khac - chiem gan mot phan ba so lng san pham va dch
vu c xem xet - lai khong co c mot thng hieu nao co tnh khac biet ro ret. Nhng san pham va dch
vu nay eu quen thuoc vi ngi tieu dung, nhng chung tng t nhau va khong co g la ac thu ca.
Bang 2.1 ben dui ghi nhan danh sach 75 dong san pham kem theo ty le thong ke so lng thng hieu
thc s tao c tnh khac biet trong dong san pham. Ghi nhan nay c khao sat theo ngi tieu dung cua
moi dong san pham. Qua ay, ban co the nhan biet mc o tr ngai ma ban ang phai oi mat, ac biet la
khi ban kinh doanh trong trong nhng dong san pham co ty le khac biet thap.

Bang 2.1 - Ty le khac biet trong tng dong san pham
Dong san pham Ty le khac biet (%)
Hang khong 29
Thuoc chong d ng (OTC
2
) 0
Thuoc chong d ng (Rx
3
) 0
Giay the thao 29
Xe hi 38
Cham soc tre 20
Ngan hang 0
Bia (Light bia nh) 25
Bia (Regular bia thng) 29
Nc ong chai 13
Nha cung cap dch vu truyen hnh cap 0
Cong ty bao hiem xe o to 40
Cong ty cho thue xe 57
Ba an tien li (Casual dining)
4
20
ien thoai di ong 25
Ngu coc an sang 37
Thuoc la 29
Keo cao su 20
Catalogue quang cao quan ao 0
Ca phe va banh ran 33
Ca phe lon 0
May vi tnh 9
My pham 14
The tn dung 50
Tau bien 20
Ta lot 0
May quay phim ky thuat so 0
Thc an cho cho 20
au may DVD 0
Nha cung cap nang lng 13
Chng trnh tin tc buoi toi 50
Thng hieu thi trang 20
San pham danh cho phu n 0
Xang dau 14
Truyen hnh o phan giai cao (High Definition TV HDTV) 8
Khach san 22

2
OTC Over the counter: thuoc ban khong can toa cua bac s.
3
Rx Tieng La-tin recipere hoc recipe: thuoc ban theo toa cua bac s.
4
Con goi la Sit-down restaurant. Tai My va cac nc tien tien, hnh thc ba an Casual Dining rat pho bien. Casual Dining co
the la bat c ba an nao trong ngay. Khong n gian nh Fast Food, Casual Dining phai thc s la mot ba an ngon mieng va
ay u dinh dng. Ngoai yeu cau ve gia ca phai chang, Casual Dining cung oi hoi s au t nghiem tuc ve cho ngoi, v tr,
trang tr va khong kh xung quanh. Thc khach en vi Casual Dining khong ch muon c an ngon ma con muon c th gian
sau nhng gi lam viec cang thang.
Kem 50
Cong ty bao hiem 0
Nha cung cap dch vu Internet 0
Bot giat 11
Dch vu ien thoai ng dai 0
Tap ch 37
Giai thi au the thao ln 75
Chng trnh tin tc buoi sang 50
Dau nht cho xe hi 0
Xe gan may 20
May nghe nhac ky thuat so / MP3 20
Quy au t 0
May photocopy van phong 0
Nhac va sach trc tuyen 25
Moi gii trc tuyen 17
Du lch trc tuyen 25
Thuoc giam au OTC 29
Khan tam giay 0
Phat chuyen bu kien 50
Khoai tay chien 25
Pizza 14
May in 0
Nha hang phuc vu nhanh 30
Ca hang ban le (trang phuc) 50
Ca hang ban le (mat hang giam gia) 40
Ca hang ban le (trung tam thng mai) 0
Ca hang ban le (mat hang ien t) 0
Ca hang ban le (dung cu van phong) 0
Ca hang ban le (o gia dung) 0
Phat thanh qua ve tinh 0
Cong cu tm kiem 9
Cham soc da 60
Banh xa phong 100
Nc ngot (khong ng) 0
Nc ngot (thong thng) 20
Giay ve sinh 80
Kem anh rang 33
ien thoai di ong 20
ong ho eo tay 38

Mot so d/en g/a/ ch/ t/et
Lay v du ve dong san pham xe hi e giup ban hieu ro hn ve van e nay. Dong san pham nay co ty le
khac biet tng oi la 38%. Ngha la, co nhieu thng hieu co tnh khac biet cao: Toyota vi ac tnh
Reliability (Tin cay), BMW vi Driving (Cam nhan tuyet voi tren tay lai), Volvo vi Safety (An toan),
Mercedes vi Prestige (Uy tn) hay Ferrari vi Speed (Toc o). Ben canh o, van con nhieu thng hieu
tuy chiem c v tr trong dong san pham nhng tnh khac biet kha thap nh trng hp cua General
Motors hoac Ford.
Rieng nganh ngan hang lai co ty le khac biet la 0 phan tram. Tai sao ty le nay lai cc thap nh the trong
khi tat ca cac ai gia khong lo cua nganh ngan hang tng a chi ra hang trieu o la e quang cao vi khach
hang ve s tuyet vi trong dch vu cua ho? Khong kho e tm cau tra li. Hoi chng sap nhap
(Mergermania) a gay ton that nang ne cho cac ngan hang. Sau nhieu lan sap nhap, may ai con biet nhng
ten tuoi o hien ang ai dien cho nhng gia tr nao? Theo cac nha tam ly, neu ban khong lu gi moi quan
he trong qua kh, th lam sao ban lam c ieu o trong tng lai? Nganh ngan hang hien nay la mot m
hon on va ty le khac biet 0% qua la xng ang.
Tai sao lai xay ra hien tng cac dong san pham ang dan dan i vao con ng ong nhat hoa? Bi v
nhng ngi lam marketing ang hanh ong theo nhng cach lam tan lui gia tr thng hieu ch khong phai
xay dng hay cung co thng hieu. Trc het, ho le thuoc qua mc vao cac chng trnh quang cao. Chu
ap lc t nhng yeu cau cua bo phan kinh doanh va cua cac nha ban le ln, nha san xuat buoc phai chuyen
chi ph le ra danh cho viec xay dng thng hieu sang cac chng trnh quang cao theo nh hng gia ca
nh phat hanh phieu mua hang trung thng va ban ha gia. Tuy nhien, ban cang loi keo nhieu ngi mua
theo cach nay th niem tin cua ho danh cho thng hieu cua ban cang giam dan.
Tiep en, nhng ngi lam marketing khong kiem soat y tng va cach thc hien quang cao theo kieu loi
mon cua cac cong ty quang cao. Thay v tap trung lam cho san pham tr nen khac biet (hay vt troi) so vi
cac oi thu th cac cong ty quang cao lai thng ri vao hai cai bay. Th nhat, ho thng tm cach gi tay
ngi xem truyen hnh xa ri chiec ieu khien t xa e khong chuyen sang kenh khac bang nhng thu thuat
san xuat chng trnh nh tao hnh anh bat mat hoac nhng tnh huong khac la. Th hai, cac cong ty muon
tao nen nhng mau quang cao thong minh, hai hc hay nang tnh giai tr vi hy vong se gianh c mot
giai thng danh gia nao o. Tuy nhien, hai ieu nay cha em lai ieu ma mot thng hieu can: o la mot
thong iep minh bach giup ngi tieu dung phan biet thng hieu nay vi cac thng hieu cung loai khac.
Cong ty nghien cu tham do noi tieng Copernicus a tien hanh nghien cu 340 mau quang cao truyen hnh
c phat trong nhng gi vang va nhan thay ch co 7% trong so cac mau quang cao nay la co c mot
thong iep ro rang co kha nang tao s khac biet cho thng hieu. Th ba, cac nha t van quan tr hiem khi
nghien cu chu e nay mot cach ay u bi v ho khong thong hieu nhieu ve nhng g ang dien ra trong
tam tr ngi tieu dung, ni ma cac tran chien marketing thc s xay ra.
ieu nay xay ra khong hoan toan ch do nhng ngi lam marketing ma chnh cac giam oc ieu hanh
(Chief Executive Officer - CEO) cung phai chu trach nhiem ve s tan lui hnh anh thng hieu nay. Nhng
ngi ieu hanh cap cao nhat can c canh bao rang neu mot thng hieu khong gan lien vi mot y tng
khac biet ro rang nao th chieu thc gia ca la tat ca nhng g ban co the lam e thu hut ngi tieu dung.
The nhng, oi thu cua ban cung co the cat giam gia nh ban; v vay, neu thng hieu khong thc s manh
th gia se c giam mai, keo theo s st gim ca li nhuan ca bn!
Nghien cu cua Brand Keys cho thay tnh trang thng hieu thieu ac trng van tiep tuc m rong va ay la
mot xu hng nguy hiem. Tren thng trng ngay nay, nhng ngi lam marketing phai tm moi cach nh
v nhng iem khac biet cua san pham hay dch vu; neu khong, chung se ch la mot th chiem cho trong
dong san pham (Category Place Holders). V tr nay ch hn co mot bc nho so vi nhng hang hoa ong
dang (Commodity).
Cai ma cac thng hieu ang thieu chnh la Li the Sn phm oc ao (USP - Unique Selling Proposition)
5
.

5
USP (Unique Selling Proposition) a c dch sang tieng Viet di nhie u ten goi khac nhau nh im nhn khc bit cua thng hieu, ac
tnh ban hang oc ao, Li the oc ao cua sn phm, e ngh Ban oc quyen Trong quyen sach nay, chung toi xin tam dch la Li the
Sn phm oc ao. Ve nh ngha, xin mi cac ban tham khao nh ngha cua nha quang cao tien phong tren truyen hnh Rosser Reeves (1910
- 1984), ngi u tien a ra thuat ng nay vao nhng nam 1960 tai My. nh ngha cua ong c neu ngay au Chng 3 di ay.
Chng 3
LI THE SAN PHAM OC AO LA G?
Nam 1960, co mt ngi c xem la bac thay cua hot ng ban hang trc tip
6
, o la Rosser Reeves, Chu
tch mot cong ty quang cao tai My. Ong la tac gia cua cuon sach noi tieng Reality in Advertising (Tnh Hien
thc trong Quang cao) xuat ban nam 1961, a c dch sang 28 ngon ng va c s dung lam giao trnh
ging dy trong nhiu trng i hc trn th gii. Xet nhieu goc o, cuon sach nay la ct moc khi au
cho nganh marketing hien ai.
Trong cuon sach cua mnh, Rosser gii thieu va nh ngha mot khai niem goi la Li the Sn phm oc ao
(Unique Selling Proposition - USP).

nh ngha
Theo Rosser Reeves, Li the Sn phm oc ao la mot thuat ng chnh xac va ong a a ra mot nh
ngha chi tiet gom ba phan:
1. Moi quang cao phai a ra mt li the ro rang va khac bit cua sn phm trc khach hang ch khong phai
ch la nhng t ng hoa my, nhng li noi khoa trng hay nhng kieu trng bay hang hoa bat mat trong tu
knh. Mau quang cao phai chuyen en tng khach hang thong iep: "Khi mua san pham nay, ban se nhan c
li ch ac biet sau".
2. Li the o phai la mot ac iem cua sn phm ma cac oi thu canh tranh khong the co. No phai la duy nhat
la ac tnh oc ao cua thng hieu hoac mt li khang nh ve s noi troi cua mt sn phm ma cac quang
cao khac khong the ch ra c ni sn phm cua ho.
3. Li the o phai u manh e co the tac ong en so ong va co th loi keo khach hang mi en vi san
pham.
Rosser Reeves cho rang hau het cac mau quang cao ngay trc eu la "mot th nghe thuat ang chan cua
s khoe trng". Chung chang chuyen tai c thong iep ung ngha nao ca. Tat ca eu c viet ra bi
nhng copywriter khong hieu g ve thc te.
Co the ban cho rang ay la mot cuoc tranh luan trong qua kh va rang nhng ngi lam quang cao ngay
nay hoan toan ong tnh vi nhan nh cua Reeves.
That sai lam neu ban ngh nh the!

Cuoc tranh luan van con rat d doi
ieu ang noi la cuoc tranh luan o van tiep tuc soi ong tai Madison Avenue
7
. Mot bai bao ang tai tren
trang au cua t Advertising Age phat hanh 37 nam sau khi cuon sach tren cua Reeves xuat ban co noi dung
nh sau:

6
Phng phap ban hang bang cach tiep can trc tie p va lien tuc nham muc ch thuyet phuc khach hang mua hang qua nh ng thong iep ro
rang, cong khai, oi khi co s thuc ep.
7
ai lo Madison New York c xem la kinh o cua nganh quang cao toan cau, tng t nh Pho Wall, c xem la trung tam tai chnh toan
cau.
"Cuoc oi au gia nha th va ke sat nhan": Cuoc tranh luan khong ngi ngh ve muc ch cua quang cao
nhan manh yeu to nghe thuat hay khuyen du mua hang? - a en hoi gay can ma c may chien thang chia eu
cho ca hai ben.

Bai bao dai nhieu trang nay trnh bay cuoc chien gia nhng nha sang tao xem cong viec cua ho la mot
hnh thc nghe thuat va ay cam xuc vi nhng chuyen gia marketing muon co cac mau quang cao thc te
va theo ly tr.
ay la cuoc chien gia mot ben muon giao ket vi khach hang va mot ben muon khuyen du khach hang.
a en luc chung ta nen ngng tranh luan va oi dien vi chnh thc te khach quan tren thng trng, ch
khong phai tnh thc te trong quang cao.

Ngay luc nay ay, khi chung ta can th Reeves ang au?
Vao thi iem Reeves noi ve viec tr nen khac biet th th trng van con la mt ni tng oi de chu
luc o khai niem canh tranh toan cau cha ton tai. Tren thc te, theo nhng tieu chuan ngay nay th cuoc
canh tranh thc s ch va mi xuat hien.
Vao nam 2008, khai niem ve tnh oc ao hay khac biet a tr nen quan trong hn rat nhieu so vi nhng
nam 1960.
Trong khi nhng cuoc tranh luan ve muc ch cua quang cao van con ang nong bong th mot Trat t The
gii Mi bat ng c thiet lap. Ngay nay, nhieu cong ty con co doanh so ln hn ca Tong San pham Quoc
dan (Gross National Product - GNP) cua mot so quoc gia. 500 cong ty hang au the gii hien ang chi phoi
en 70% th trng thng mai quoc te.
Viec hp nhat, sap nhap dien ra khap ni khien cac tap oan hung manh lai cang hung manh hn. S canh
tranh khong ch d doi hn ma con khac nghiet hn va oi hoi nhieu tr tue hn.
e chien thang trong cuoc canh tranh mi nay, ban khong ch khai thac hanh vi mua hang theo oi tng
va mc thu nhap, ma phai chu trong en mc o khong thoa man cua khach hang i vi nhng san pham
tng t hien co tren th trng.

Vay bc au tien trong xay dng thng hieu la g?
a co nhieu cuon sach viet ve xay dng thng hieu nhng ch co mot vai cuon noi ve s khac biet hoa.
Va neu co e cap th cac tac gia cung hiem khi i sau vao chi tiet ve tam quan trong cua s khac biet trong
viec thiet lap thng hieu.
Cong ty quang cao toan cau Young & Rubicam a phat trien mot he thong goi la "khoa hoc thng hieu"
vi nhan nh: "Khac biet la tren het". He thong nay nh ngha va phan biet mot thng hieu so vi nhng
thng hieu khac ong thi mo ta s ra i va tan lui cua thng hieu mot khi s khac biet khong con na.
Tuy nhien, thay v tiep tuc i sau ve e tai nay th Young & Rubicam lai nhanh chong chuyen sang nhng
lnh vc khac nh phan tch cac bieu o ve sc manh thng hieu, tam hieu biet, long t trong va tnh tng
thch cua thng hieu.
Chung ta se tm hieu ky hn ve van e nay. Neu s khac biet la yeu to chnh lien quan en s ra i va tan
lui cua mot thng hieu th no ang e chung ta danh thi gian nghien cu. (Ong ban gia Reeves cua chung
ta chac han a tng muon nh the).

Tam qaan trong caa r/ec tro nen khac b/et
Viec chon la c thc hien da tren s khac biet, du la ve hnh thc ben ngoai hay tnh chat ben trong.
Cac nha tam ly ch ra rang nhng khac biet ro ret va gan lien vi san pham co the c ghi nh tot hn bi
v chung c ghi nhan mot cach co chu y. Noi cach khac, neu ban ang quang cao cho mot san pham, ban
phai a ra c mot ly do u sc thuyet phuc ngi tieu dung chon san pham o. Neu ban co the ket hp
ly do nay vi cac hnh thc giai tr cung luc th khong con g tuyet vi hn.
Tiec thay, tren thc te, nhieu chuyen gia quang cao khong he cam thay can phai gii thieu vi khach hang
tiem nang u the san pham oc ao cua san pham cua mnh.
Hau het cac chuyen gia nay eu cho rang va ngi tieu dung ch ap ng vi nhng quang cao khong nham
muc ch khuyen du ho mua hang. Them vao o, nhieu ngi tranh cai rang cac san pham cung loai thng
khong co nhieu iem khac biet e gii thieu. Ho a bo qua mot thc te rang cho du khach hanh co thch
hay khong thch hanh ong khuyen du kia th khi ng trc vo van san pham khac nhau, ho van phan van.
Noi cach khac, cac san pham tng t nhau ch la nhng nguyen lieu tho tham gia vao qua trnh ra quyet
nh va cuoi cung, quyet nh van phai c thc hien.

Cach con ngi nhan nh s viec
Sau nhieu nghien cu ve cach thc giai quyet van e cua con ngi, cac nha tam ly a a ra ket luan rang
co bon yeu to can ban anh hng en viec ra quyet nh, o la: trc giac, t duy, cam giac va ly tr. Moi
quyet nh cua con ngi thng da tren mot trong bon yeu to nay. Sau ay la cach nhn nhan van e theo
quan iem ban hang.

Tao sa khac b/et do/ ro/ nhom khach hang trac cam
Nhng ngi ra quyet nh da vao trc giac cua ho thng tap trung vao nhng kha nang co the xay ra.
Ho khong quan tam en nhng tieu tiet ma ch chu trong vao tong the.
Nhom khach hang nay thng rat man cam vi mot chien lc khac biet hoa tap trung vao viec cai tien san
pham. Khi nhng nha san xuat thuoc khang viem Advil nh v phien ban san pham mi cua mnh la "thuoc
giam au the he mi", ho a t lam mnh khac biet hoa mot cach hoan hao trong mat cua nhom khach hang
nay.
Ngi trc cam rat quan tam en s mi me. V vay, chon ho lam nhng khach hang u tien la mot
phng phap vo cung hieu qua neu ban muon gii thieu dong san pham mi cua mnh.

Tao sa khac b/et do/ ro/ nhom khach hang ta day
Nhom khach hang t duy co kha nang phan tch van e can trong va lo-gc. Ho x ly nhieu thong tin cung
luc va thng bo qua nhng kha canh lien quan en cam xuc hoac tnh cam. Nhom ngi nay co ve nh
tan nhan va vo tam, nhng that ra ho ch ang phai suy ngh ma thoi (con goi la kieu t duy Henry
Kissinger
8
).

8
Henry Kissinger la nha ngoai giao ngi My goc c va Do Thai, tng gi chc co van an ninh quoc gia Hoa Ky kiem Ngoai trng My di
thi Tong thong Richard Nixon.
Ngi t duy rat nhay cam trc nhng thong tin lo-gc lien quan trc tiep en san pham. Chien lc khac
biet hoa cua BMW vi khau hieu "the ultimate driving machine" (Co may di chuyen thng hang) to ra rat
hieu qua vi nhom ngi nay, ac biet khi ho c tiep xuc nhng thong tin nh kieu dang thiet ke toi u,
tnh tien dung cao, dan may nhe cung nhieu li nhan xet cua cac chuyen gia ve che o van hanh cua loai
xe nay.
Tao sa khac b/et do/ ro/ nhom khach hang cam g/ac
Ngi thuoc nhom nay quan tam en cam nhan cua ngi khac. Ho khong thch kieu phan tch hoc thc ma
ch tuan theo y thch rieng cua mnh. Nhom ngi nay thch lam viec tap the va co tnh trung thanh cao.
ay la oi tng ly tng oi vi nhng mau quang cao co s dung cac chuyen gia e bao chng cho san
pham. Chien dch quang cao cua Miracle-Gro
9
vi chu e s la chon cua cac chuyen gia a lam san
pham nay tr nen khac biet trong mat cua nhng khach hang quyt nh theo cam giac. Mau quang cao
minh hoa nhng con ngi thanh lch gia mot rng hoa va tro chuyen vi nhau ve nhng g tuyet vi ma
san pham Miracle-Gro mang lai qua la mot chien lc quang cao hoan hao.

Tao sa khac b/et do/ ro/ nhom khach hang /y tr/
Nhng khach hang nay nhn ung vao ban chat s viec va rat ton trong s that. Ho co kha nang lam viec
cc ky tot vi nhng chi tiet va hiem khi mac phai sai lam. Hn na, ho rat gioi trong viec tong hp van e.
Chien dch khac biet hoa cua Hertz
10
nhan manh vao yeu to lanh ao, i au (ng au th trng la Hertz
con ngoi v tiep theo van cha xac nh c) thc s rat an tng oi vi nhom ngi nay. Bi hn ai het,
ho biet ro rang Hertz thc s la s la chon hang au khi can phai di chuyen san bay. (25 nam qua ho
khong ngan ngai khang nh ngoi v so mot cua mnh). oi vi ho, chien dch quang cao ch nham cung co
cam nhan rang Hertz la tot nhat.
Trong moi con ngi thng ton tai cung luc nhieu yeu to can ban nay. Ngi trc cam va ngi hanh ong
theo cam giac eu khong thch i vao tieu tiet. Ngc lai, ngi t duy va ngi ly tr luon can c cung
cap nhieu thong tin. Nhng du the nao th moi ngi eu ang co gang a ra quyet nh se mua san pham
nay hay san pham kia.
Moi th eu co the tr nen khac biet
Nam 1986, Theodore Levitt, mot bac thay tiep th cua ai hoc Havard, a xuat ban cuon sach co ta e
Kha nang Sang tao trong Tiep th (The Marketing Imagination). Ong hoan toan ong tnh vi quan iem cua
Rosser Reeves khi khang nh trong Chng 4 cua cuon sach rang ban co the lam cho bat ky san pham hay
dch vu nao tr nen khac biet.
Theodore quan niem rang gia tr cua san pham se tang them neu chung ta cung cap cho khach hang nhieu
tien ch hn nhng g ho mong i. o co the la tien ch ve ho tr khach hang hay cac dch vu cong them.
Chang han, General Electric cung cap cac dch v khch hng t ong e cac ai ly cua mnh giam bt s
lng nhan vien dch vu.
Hang thang may Otis a lam cho san pham cua mnh tr nen khac biet bang cach s dung thiet b d bao t
xa. Vao gi cao iem cac cao oc van phong, viec thc hien cac hoat ong sa cha hay bao tr thang may
rat bat tien cho khach cung nh nhan vien lam viec tai o. Trc tnh hnh nay, Otis a s dung thiet b d

9
Dong san pham ve phan bon va at trong do Cong ty Scotts Miracle-Gro san xuat.
10
The Hertz Corp., con goi la Hertz Rent A Car, la tap oan cho thue xe hi l n nhat the gi i, vi 1.900 ai ly My va 5.100 ai ly toan cau.
bao t xa e lng trc nhng tr ngai co the xay ra va gi nhan vien cua ho en trc t sm e thc
hien dch vu bao tr vao nhng gi ma thang may c t ngi s dung.
Kem anh rang Oral-B a tao ra s khac biet khi tung ra nhng ban chai anh rang co tnh nang (mau sac)
nhac nh ngi s dung biet khi nao can thay ban chai mi.

Khac b/et hoa cac san pham dong nhat
Ngay ca trong the gii thc pham che bien cung co nhieu cach e lam cho san pham khac biet va tr thanh
mot u the san pham oc ao. Nhng chien lc khac biet hoa thanh cong co the c tong hp qua nam
cach thc nh sau:
1. Ca biet hoa. Nhng qua chuoi bnh thng a tr nen ngon hn khi c dan nhan Chiquita. Tng t,
nhng trai da hay hop rau diep co gan nhan Dole se c ngi tieu dung a chuong hn. Hien nhien la
ban phai tm hieu xem tai sao moi ngi lai tm en nhng nhan hieu nay.
2. Nhan cach hoa. Nhan vat Jolly Green Giant (Ngi Khong lo Xanh) a lam cho san pham rau qua cua
Cong ty thc pham Green Giant tr nen khac biet so vi nhng cong ty khac. Con Frank Perdue a tr
thanh bieu tng cua cong ty che bien thc an gia suc Perdue Farm Inc. khi tr thanh mt ngi mnh m,
ran chac nh mon tht ga ngon mem.
3. Tao chung loai mi. Nhng ngi trong da muon tao s khac biet cho giong da trai ln va ac biet cua
mnh nen thay v goi chung mt cach n gian la da ai, ho at ten no la da Crenshaw nh mot giong
da mi. Hoac nh cong ty san xuat tht Tyson Food a goi loai ga nho, tht co ve khong ngon, la ga mai t
Cornish e de ban tren th trng.
4. Thay oi ten goi. oi khi mot cai ten co the khien moi ngi cam thay khong thch an, chang han nh
trai ly gai Trung Quoc. Nhng khi c oi ten thanh trai kiwi, nhng trai ly gai nay a tr thanh mot loai
trai cay mi rat c a chuong.
5. Tai nh v dong san pham. Tht heo van ch la tht heo trong suot bao nhieu nam qua. Ngi ta a tai
nh v tht heo bang cach khi gi hnh anh tng tng ve nhng con vat be nho am mnh trong lp bun,
roi nhay len, gia nhap vao an ga va tr thanh mot loai "tht trang mi (the other white meat). Mot cu
chuyen oi ngoan muc trong nhan thc ngi tieu dung trong luc ma "tht o" ang khien moi ngi lo ngai
ve van e sc khoe.
Ch can co quyet tam, ban se tao ra s khac biet.
***