{"id":49194,"date":"2025-03-25T10:37:19","date_gmt":"2025-03-25T03:37:19","guid":{"rendered":"https:\/\/www.saokim.com.vn\/en\/?p=49194"},"modified":"2025-03-25T10:37:20","modified_gmt":"2025-03-25T03:37:20","slug":"van-de-khi-mo-rong-thuong-hieu","status":"publish","type":"post","link":"https:\/\/www.saokim.com.vn\/en\/brand-manager\/van-de-khi-mo-rong-thuong-hieu\/","title":{"rendered":"M\u1edf r\u1ed9ng th\u01b0\u01a1ng hi\u1ec7u: 4 v\u1ea5n \u0111\u1ec1 Brand Manager c\u1ea7n bi\u1ebft \u0111\u1ec3 c\u00f4ng s\u1ee9c kh\u00f4ng th\u00e0nh “c\u00f4ng c\u1ed1c”"},"content":{"rendered":"\n

M\u1edf r\u1ed9ng th\u01b0\u01a1ng hi\u1ec7u l\u00e0 chi\u1ebfn l\u01b0\u1ee3c ti\u1ebfp th\u1ecb \u0111\u01b0\u1ee3c r\u1ea5t nhi\u1ec1u doanh nghi\u1ec7p l\u1ef1a ch\u1ecdn \u0111\u1ec3 t\u0103ng kh\u1ea3 n\u0103ng kinh doanh. Tuy nhi\u00ean, con \u0111\u01b0\u1eddng n\u00e0y c\u00f3 th\u1ec3 s\u1ebd h\u1ee7y di\u1ec7t doanh nghi\u1ec7p c\u1ee7a b\u1ea1n n\u1ebfu kh\u00f4ng bi\u1ebft \u0111\u1ebfn 4 v\u1ea5n \u0111\u1ec1 sau. C\u00f9ng Sao Kim t\u00ecm hi\u1ec3u nguy\u00ean nh\u00e2n v\u00e0 c\u00e1ch gi\u1ea3i quy\u1ebft t\u1eebng v\u1ea5n \u0111\u1ec1 nh\u00e9.<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

1. L\u1ee3i \u00edch khi m\u1edf r\u1ed9ng th\u01b0\u01a1ng hi\u1ec7u<\/h2>\n\n\n\n

Trong b\u1ed1i c\u1ea3nh th\u1ecb tr\u01b0\u1eddng c\u1ea1nh tranh kh\u1ed1c li\u1ec7t, m\u1edf r\u1ed9ng th\u01b0\u01a1ng hi\u1ec7u l\u00e0 m\u1ed9t b\u01b0\u1edbc \u0111i th\u00f4ng minh \u0111\u1ec3 t\u1ed1i \u01b0u h\u00f3a c\u00e1c ngu\u1ed3n l\u1ef1c s\u1eb5n c\u00f3. H\u00e3y c\u00f9ng kh\u00e1m ph\u00e1 nh\u1eefng l\u1ee3i \u00edch khi m\u1edf r\u1ed9ng th\u01b0\u01a1ng hi\u1ec7u \u0111\u1ec3 hi\u1ec3u r\u00f5 h\u01a1n v\u1ec1 s\u1ee9c m\u1ea1nh v\u00e0 ti\u1ec1m n\u0103ng m\u00e0 chi\u1ebfn l\u01b0\u1ee3c n\u00e0y mang l\u1ea1i cho c\u00e1c doanh nghi\u1ec7p trong th\u1eddi \u0111\u1ea1i m\u1edbi.<\/p>\n\n\n\n

1.1 T\u0103ng kh\u1ea3 n\u0103ng th\u00edch nghi v\u1edbi th\u1ecb tr\u01b0\u1eddng<\/h3>\n\n\n\n

M\u1ed9t trong nh\u1eefng l\u1ee3i \u00edch c\u1ee7a m\u1edf r\u1ed9ng th\u01b0\u01a1ng hi\u1ec7u ch\u00ednh l\u00e0 kh\u1ea3 n\u0103ng th\u00edch nghi nhanh ch\u00f3ng v\u1edbi th\u1ecb tr\u01b0\u1eddng. Khi m\u1edf r\u1ed9ng sang c\u00e1c s\u1ea3n ph\u1ea9m m\u1edbi ho\u1eb7c ph\u00e2n kh\u00fac kh\u00e1ch h\u00e0ng m\u1edbi, doanh nghi\u1ec7p c\u00f3 c\u01a1 h\u1ed9i khai th\u00e1c nhu c\u1ea7u ch\u01b0a \u0111\u01b0\u1ee3c th\u1ecfa m\u00e3n, t\u1eeb \u0111\u00f3 t\u1ea1o ra ngu\u1ed3n thu m\u1edbi v\u00e0 t\u0103ng kh\u1ea3 n\u0103ng c\u1ea1nh tranh.<\/p>\n\n\n\n

1.2 T\u0103ng nh\u1eadn th\u1ee9c v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u<\/h3>\n\n\n\n

M\u1edf r\u1ed9ng th\u01b0\u01a1ng hi\u1ec7u gi\u00fap t\u0103ng c\u01b0\u1eddng s\u1ef1 nh\u1eadn di\u1ec7n v\u00e0 nh\u1eadn th\u1ee9c v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u tr\u00ean th\u1ecb tr\u01b0\u1eddng. Khi m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u xu\u1ea5t hi\u1ec7n \u1edf nhi\u1ec1u ph\u00e2n kh\u00fac kh\u00e1c nhau, h\u00ecnh \u1ea3nh v\u00e0 th\u00f4ng \u0111i\u1ec7p c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u s\u1ebd ti\u1ebfp c\u1eadn \u0111\u01b0\u1ee3c m\u1ed9t l\u01b0\u1ee3ng l\u1edbn kh\u00e1ch h\u00e0ng ti\u1ec1m n\u0103ng, t\u1eeb \u0111\u00f3 n\u00e2ng cao v\u1ecb th\u1ebf v\u00e0 s\u1ee9c \u1ea3nh h\u01b0\u1edfng.<\/p>\n\n\n\n

1.3 T\u0103ng doanh thu<\/h3>\n\n\n\n

Vi\u1ec7c m\u1edf r\u1ed9ng th\u01b0\u01a1ng hi\u1ec7u m\u1edf ra c\u00e1nh c\u1eeda m\u1edbi \u0111\u1ec3 t\u0103ng tr\u01b0\u1edfng doanh thu. <\/p>\n\n\n\n

C\u00e1c s\u1ea3n ph\u1ea9m m\u1edbi ho\u1eb7c d\u1ecbch v\u1ee5 m\u1edbi kh\u00f4ng ch\u1ec9 thu h\u00fat kh\u00e1ch h\u00e0ng m\u1edbi m\u00e0 c\u00f2n khuy\u1ebfn kh\u00edch kh\u00e1ch h\u00e0ng hi\u1ec7n t\u1ea1i mua s\u1eafm nhi\u1ec1u h\u01a1n. \u0110\u00e2y l\u00e0 c\u01a1 h\u1ed9i \u0111\u1ec3 doanh nghi\u1ec7p t\u1eadn d\u1ee5ng l\u1ee3i th\u1ebf t\u1eeb th\u01b0\u01a1ng hi\u1ec7u hi\u1ec7n c\u00f3, t\u1eeb \u0111\u00f3 t\u0103ng doanh thu m\u00e0 kh\u00f4ng c\u1ea7n \u0111\u1ea7u t\u01b0 qu\u1ea3ng c\u00e1o l\u1edbn.<\/p>\n\n\n\n

1.4 Ti\u1ebft ki\u1ec7m chi ph\u00ed<\/h3>\n\n\n\n

So v\u1edbi vi\u1ec7c x\u00e2y d\u1ef1ng m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u m\u1edbi t\u1eeb \u0111\u1ea7u, m\u1edf r\u1ed9ng th\u01b0\u01a1ng hi\u1ec7u \u0111\u00f2i h\u1ecfi \u00edt chi ph\u00ed v\u00e0 ngu\u1ed3n l\u1ef1c h\u01a1n r\u1ea5t nhi\u1ec1u. Doanh nghi\u1ec7p c\u00f3 th\u1ec3 t\u1eadn d\u1ee5ng h\u1ea1 t\u1ea7ng, ngu\u1ed3n l\u1ef1c v\u00e0 uy t\u00edn \u0111\u00e3 c\u00f3 c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u m\u1eb9 \u0111\u1ec3 ph\u00e1t tri\u1ec3n c\u00e1c s\u1ea3n ph\u1ea9m m\u1edf r\u1ed9ng m\u00e0 kh\u00f4ng c\u1ea7n ph\u1ea3i b\u1eaft \u0111\u1ea7u l\u1ea1i t\u1eeb con s\u1ed1 0.<\/p>\n\n\n\n

\u0110\u1ecdc th\u00eam: 2 Chi\u1ebfn l\u01b0\u1ee3c m\u1edf r\u1ed9ng th\u01b0\u01a1ng hi\u1ec7u<\/strong><\/a><\/p>\n\n\n\n

2. C\u00e1c v\u1ea5n \u0111\u1ec1 khi m\u1edf r\u1ed9ng th\u01b0\u01a1ng hi\u1ec7u<\/h2>\n\n\n\n

M\u1edf r\u1ed9ng th\u01b0\u01a1ng hi\u1ec7u l\u00e0 m\u1ed9t chi\u1ebfn l\u01b0\u1ee3c \u0111\u1ea7y th\u00e1ch th\u1ee9c, kh\u00f4ng ph\u1ea3i l\u00fac n\u00e0o c\u0169ng \u0111em l\u1ea1i th\u00e0nh c\u00f4ng nh\u01b0 mong \u0111\u1ee3i. \u0110\u1ec3 hi\u1ec3u r\u00f5 h\u01a1n v\u1ec1 nh\u1eefng r\u1ee7i ro ti\u1ec1m \u1ea9n v\u00e0 c\u00e1ch th\u1ee9c \u0111\u1ec3 tr\u00e1nh ph\u1ea1m ph\u1ea3i nh\u1eefng sai l\u1ea7m c\u00f3 th\u1ec3 t\u00e1c \u0111\u1ed9ng ti\u00eau c\u1ef1c t\u1edbi doanh nghi\u1ec7p, h\u00e3y c\u00f9ng ph\u00e2n t\u00edch s\u00e2u v\u00e0o t\u1eebng v\u1ea5n \u0111\u1ec1 c\u1ee5 th\u1ec3 m\u00e0 c\u00e1c th\u01b0\u01a1ng hi\u1ec7u c\u00f3 th\u1ec3 g\u1eb7p ph\u1ea3i trong qu\u00e1 tr\u00ecnh m\u1edf r\u1ed9ng.<\/p>\n\n\n\n

2.1 L\u00e0m suy y\u1ebfu gi\u00e1 tr\u1ecb c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u m\u1eb9<\/h3>\n\n\n\n
\"suy<\/figure>\n\n\n\n

Khi th\u01b0\u01a1ng hi\u1ec7u m\u1edf r\u1ed9ng \u0111i qu\u00e1 xa so v\u1edbi gi\u00e1 tr\u1ecb c\u1ed1t l\u00f5i v\u00e0 \u0111\u1ecbnh v\u1ecb c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u m\u1eb9 s\u1ebd khi\u1ebfn kh\u00e1ch h\u00e0ng d\u1ec5 b\u1ecb nh\u1ea7m l\u1eabn; h\u00ecnh \u1ea3nh chung c\u1ee7a doanh nghi\u1ec7p tr\u1edf n\u00ean m\u00e9o m\u00f3, kh\u00f4ng \u0111\u1ed3ng nh\u1ea5t. Uy t\u00edn th\u01b0\u01a1ng hi\u1ec7u c\u0169ng b\u1ecb \u1ea3nh h\u01b0\u1edfng n\u1eb7ng n\u1ec1, d\u1eabn \u0111\u1ebfn l\u00e0m suy gi\u1ea3m gi\u00e1 tr\u1ecb c\u1ee7a c\u1ea3 th\u01b0\u01a1ng hi\u1ec7u.<\/p>\n\n\n\n

S\u1ef1 th\u00e0nh c\u00f4ng c\u1ee7a Bic khi m\u1edf r\u1ed9ng danh m\u1ee5c s\u1ea3n ph\u1ea9m t\u1eeb b\u00fat bi Bic \u0111\u1ebfn qu\u1eb9t gas v\u00e0 dao c\u1ea1o an to\u00e0n Bic \u0111\u00e3 khi\u1ebfn th\u01b0\u01a1ng hi\u1ec7u n\u00e0y l\u1ea7m t\u01b0\u1edfng r\u1eb1ng m\u00ecnh c\u00f3 th\u1ec3 m\u1edf th\u00eam b\u1ea5t c\u1ee9 th\u1ee9 g\u00ec. V\u00e0 h\u1ecd quy\u1ebft \u0111\u1ecbnh s\u1ea3n xu\u1ea5t \u0111\u1ed3 l\u00f3t d\u00f9ng m\u1ed9t l\u1ea7n. <\/p>\n\n\n\n

V\u1ea5n \u0111\u1ec1 l\u00e0 ng\u01b0\u1eddi ti\u00eau d\u00f9ng kh\u00f4ng th\u1ec3 h\u00ecnh dung \u0111\u01b0\u1ee3c m\u1ed1i li\u00ean h\u1ec7 gi\u1eefa s\u1ea3n ph\u1ea9m hi\u1ec7n c\u00f3 c\u1ee7a Bic v\u1edbi s\u1ea3n ph\u1ea9m m\u1edbi. H\u1eadu qu\u1ea3 l\u00e0 Bic \u0111\u00e3 ph\u1ea3i d\u1eebng s\u1ea3n xu\u1ea5t v\u00e0 thu h\u1ed3i to\u00e0n b\u1ed9 s\u1ea3n ph\u1ea9m n\u00e0y.<\/p>\n\n\n\n

T\u1eeb c\u00e2u chuy\u1ec7n tr\u00ean, t\u00f4i khuy\u00ean b\u1ea1n c\u1ea7n th\u1ef1c hi\u1ec7n nghi\u00ean c\u1ee9u r\u1ea5t k\u1ef9 l\u01b0\u1ee1ng, \u0111\u1ea3m b\u1ea3o m\u1ed7i s\u1ea3n ph\u1ea9m m\u1edbi hay ph\u00e2n kh\u00fac th\u1ecb tr\u01b0\u1eddng m\u1edf r\u1ed9ng ph\u1ea3i ph\u00f9 h\u1ee3p v\u00e0 b\u1ed5 tr\u1ee3 cho gi\u00e1 tr\u1ecb c\u1ed1t l\u00f5i c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u m\u1eb9. <\/p>\n\n\n\n

Tr\u1ea3i nghi\u1ec7m c\u1ee7a kh\u00e1ch h\u00e0ng l\u00e0 quan tr\u1ecdng nh\u1ea5t, h\u00e3y \u0111\u1ee9ng t\u1eeb g\u00f3c \u0111\u1ed9 c\u1ee7a h\u1ecd \u0111\u1ec3 c\u1ea3m nh\u1eadn.<\/p>\n\n\n\n

2.2 S\u1ee5t gi\u1ea3m doanh thu, th\u1ecb ph\u1ea7n c\u1ee7a c\u00e1c s\u1ea3n ph\u1ea9m kh\u00e1c<\/h3>\n\n\n\n
\"s\u1ee5t<\/figure>\n\n\n\n

M\u1edf r\u1ed9ng th\u01b0\u01a1ng hi\u1ec7u c\u00f3 th\u1ec3 d\u1eabn \u0111\u1ebfn hi\u1ec7n t\u01b0\u1ee3ng “cannibalization” – khi s\u1ea3n ph\u1ea9m m\u1edbi “\u0103n” v\u00e0o th\u1ecb ph\u1ea7n c\u1ee7a s\u1ea3n ph\u1ea9m ch\u00ednh ho\u1eb7c c\u00e1c s\u1ea3n ph\u1ea9m kh\u00e1c c\u00f9ng c\u00f4ng ty d\u1eabn \u0111\u1ebfn s\u1ee5t gi\u1ea3m c\u1ea3 th\u1ecb ph\u1ea7n l\u1eabn doanh thu.<\/p>\n\n\n\n

Kem \u0111\u00e1nh r\u0103ng Crest c\u00f3 r\u1ea5t nhi\u1ec1u ch\u1ee7ng lo\u1ea1i kh\u00e1c nhau, t\u1eeb kem d\u00e0nh cho ng\u01b0\u1eddi h\u00fat thu\u1ed1c, kem t\u1ea9y tr\u1eafng r\u0103ng, kem b\u1ea1c h\u00e0, kem cho con n\u00edt, kem cho c\u1ee5 gi\u00e0,… \u0110i\u1ec1u n\u00e0y khi\u1ebfn ng\u01b0\u1eddi ti\u00eau d\u00f9ng b\u1ed1i r\u1ed1i, kh\u00f4ng th\u1ec3 nh\u1edb hay bi\u1ebft n\u00ean d\u00f9ng lo\u1ea1i n\u00e0o. <\/p>\n\n\n\n

H\u1eadu qu\u1ea3 c\u1ee7a chi\u1ebfn l\u01b0\u1ee3c m\u1edf r\u1ed9ng n\u00e0y l\u00e0 s\u1ef1 s\u1ee5t gi\u1ea3m v\u1ec1 t\u1ed5ng th\u1ecb ph\u1ea7n c\u1ee7a Crest.<\/p>\n\n\n\n

C\u1ee5 th\u1ec3, khi ch\u1ec9 c\u00f3 m\u1ed9t s\u1ea3n ph\u1ea9m, Crest chi\u1ebfm 50% th\u1ecb tr\u01b0\u1eddng. Khi c\u00f3 36 s\u1ea3n ph\u1ea9m kh\u00e1c nhau, th\u1ecb ph\u1ea7n c\u1ee7a h\u1ecd c\u00f2n 25%. V\u00e0 khi con s\u1ed1 l\u00ean t\u1edbi 52 lo\u1ea1i kem \u0111\u00e1nh r\u0103ng Crest, th\u1ecb ph\u1ea7n gi\u1ea3m xu\u1ed1ng ch\u1ec9 c\u00f2n 15%. <\/p>\n\n\n\n

V\u00ec v\u1eady, l\u00e0 m\u1ed9t Brand Manager, b\u1ea1n c\u1ea7n: <\/p>\n\n\n\n