BMG - Tài liệu Brand & Marketing (BenThanh Group 23.11.2012)
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Transcript of BMG - Tài liệu Brand & Marketing (BenThanh Group 23.11.2012)
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Brand Value& Marketing Trends 2013
Ben Thanh Group23 – 11 – 2012
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Gi i thi u ớ ệ
Th c sỹ ạ Nguy n Thanh Tânễ• P. TGĐ Business Management Group (BMG)• Vi n Tr ng Vi n Qu n tr Qu c tệ ưở ệ ả ị ố ế• GĐĐH BrainMark Consulting & Training• C v n Ban Th ng hi u – CLB DNSGố ấ ươ ệ• Gi ng viên BMG International Educationả• HP: 0913 87 89 66 • [email protected]
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Brand ValueGiá tr ị Th ngươ hi uệ
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Let’s start by dispelling some mythsHãy xua tan những điều huyền bí về thương hiệu
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What is a brand ?
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First,a brand is not a logo
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Second,a brand is not an identity
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finally,a brand is not a product
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So what exactly is a brand?
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R A D OMade in USA
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Chợ LớnMade in Vietnam
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a brand is a person’s GUT feeling about
a product, service, or organization.
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It’s GUT feeling because people are emotional, intuitive being.
Con người có cảm xúc, có trực giác
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In other words…
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It’s not what you say it is.
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It’s not what you say it is.
Ngày 15/5/2012 Hollande nh m ch c T ng th ng Phápậ ứ ổ ố
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It’s what they say it is.
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Why is branding so hot ?
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People have too many choices but too little time
1
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Most offerings have similar quality and features
2
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We tend to base our buying choices on trust
3
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Brand Equity
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Caca cola
“If Coca-Cola company lost everything except the formula and its brand name, it could walk into
any bank in the world and get a 120 USD billion loan to start the company from the scratch
without many questions”
Fortune Manazine
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Lennovo
Lenovo mua IBM PC 1,25 t USD, trong đó có 614 ỷtri u USD tr cho th ng hi u IBM, m t tài s n ệ ả ươ ệ ộ ả
vô hình kh ng l mà Lenovo ph i tr trong ổ ồ ả ảth ng v l ch sươ ụ ị ử
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Rolls – Royce
Rolls – Royce was sold in 1998Volkswagen bought all of the tangible assets (plants
and machinery) for over 1 billion USD.BMW bought the rights to the brand name for USD
66 million.The best deal?...
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Kem D Lanạ
T năm 1990, D Lan ừ ạ là m t th ng hi u m nh ộ ươ ệ ạc a ủ Vi t Nam, chi m 30% th ph n kem đánh răng.ệ ế ị ầ
Năm 1995, t p đoàn Colgate (Mỹ), ậ vào VN và đ ềngh ị liên doanh v i Công ty hóa mỹ ph m S n H i. ớ ẩ ơ ảColgate đã thành công khi mua l i th ng hi u D ạ ươ ệ ạ
Lan v i giá 3 tri u USD, trong khi đó đ nh giá ớ ệ ịth ng hi u này lên đ n trên 20 tri u USD.ươ ệ ế ệ
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Kem P/S
Năm 1978, kem đánh răng P/S ra đ iờ , đã t ng ừchi m 60% th ph n kem đánh răng c n c. ế ị ầ ả ướ
Năm 1997, Unilever và Công ty Hóa ph m P/S liên ẩdoanh, thành l p Công ty Elida P/S.ậ
Năm 2003, Công ty Hóa ph m P/S nh ng v n ẩ ượ ốtrong liên doanh cho Unilever (t ng c ng 14 tri u ổ ộ ệ
USD, trong đó có 5 tri u USD giá tr th ng hi u ệ ị ươ ệP/S), c t đ t hoàn toàn v i Unilever.ắ ứ ớ
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COKE’S MARKET CAP,INCLUDING BRAND VALUE:$120 BILLION
COKE’S MARKET CAP,NOT INCLUDING BRAND VALUE:$50 BILLION
WITHOUT THE BRAND,COKE’S GLASS WOULDBE HALF EMPTY.
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2011 Ranking of the Top 100 Brands
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What is branding?
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Branding is added-value differentiation process.
Làm thương hiệu là quá trình tạo sự khác biệt để tạo giá trị gia tăng
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Branding are those activities you do to differentiate yourself to others.
Those activities could include but are not limited to the followings:Vision
Mission Market segmentation
TargetingPositioning
Architecture Brand namingBrand IdentityProduct design
Packaging designServices
People….
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Strategy is not secretTactics are.
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Everyone should to know the company’s strategy.If they don’t, they can’t collaborate.
They can’t contribute. They can’t help.
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60% ++ of annual Gross Profit spend for R&D
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60% ++ of annual Gross Profit spend for marketing promotion
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What Yours?The Key Growth Drivers of the business
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The main purpose of branding is to getmore people to buy more stufffor more years at a higher price.
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Brand = Famous + Profit
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And How
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1. Differentiate
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The three most important words in differentiating your brand:
FOCUS
FOCUS
FOCUS
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Is this how your customers see you?
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focused: Porsche = sports carsunfocused: Porsche = sports cars + suvs
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The good grips brand has grown stronger with every brand extension
Các thương hiệu nắm bắt tốt đã phát triển mạnh mẽ hơn với tất cả các thương hiệu mở rộng
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2. Collaborate
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like building a cathedral,
building a brand is a collaborative
project.
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3. Innovated
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bring new vitality to the Brand
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Brands are like people.
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if people can change their clothes without changing their characters…
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4. Validated
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Trust or distrust
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if a brand looks like a duck and swimslike a dog, people will distrust it.
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next?
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1+1 = 21+1 = 12
Logic
Magic
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What your company needs is a CBO, or CHIEF BRANDING OFFICER
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The CBO forms a human bridge between logic and magic, strategy and creative.
L M
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logo
fashion
Quan lyDam me
logoti n b cề ạ
Tiep thi
logo
San pham
logo
Niem tin
Tien bacGia ban
quang cao
He thong
Long dam me
Mua lai
Dam me
fahionY tuong
Quang cao
Y chi
San pham
Mua lai
y
Mua lai
Y tuong kinh doanh
Quang cao Luat phap
Design
Phan phoi
Y uong
Mua lai
logo
Ambition and Dreams
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Brand must be started from leaders
Thinking & TrustThinking & Trust
Management Skills
Management SkillsResourcesResources
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Marketing Trends 2013Xu h ng marketing 2013ướ
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Xu h ng tiêu dùngướ2013
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Y u t nh h ng tiêu dùng 2013ế ố ả ưở
• Kinh t vĩ mô 2013 ch a th y kh i s cế ư ấ ở ắ• Th tr ng tài chính, ch ng khoán, b t đ ng s n 2013 ị ườ ứ ấ ộ ả
ch a th hi n đi m sáng tin c y.ư ể ệ ể ậ
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Y u t nh h ng tiêu dùng 2013ế ố ả ưở
• T c đ tăng tr ng kinh t 6-6,5%, l m phát m c 5-6%, ố ộ ưở ế ạ ở ứt l b i chi ngân sách Nhà n c so v i GDP là 4,7%, t ng ỷ ệ ộ ướ ớ ổkim ng ch xu t kh u tăng 12%, gi m 1,5-2% h nghèo, ạ ấ ẩ ả ột o vi c làm cho 1,6 tri u lao đ ng, b o hi m y t đ t ạ ệ ệ ộ ả ể ế ạ69,7% ?...
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Xu h ng tiêu dùng 2013ướ
• Ng i tiêu dùng ngày càng thi u th i gian, d sáng su tườ ế ờ ư ố
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Xu h ng tiêu dùng 2013ướ
• Ng i tiêu dùng lo l ng v i th c ph m, ngày càng quan ườ ắ ớ ự ẩtâm đ n s c kh e.ế ứ ỏ
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Xu h ng tiêu dùng 2013ướ
• Nhi u doanh nghi p ti p t c tung s n ph m m iề ệ ế ụ ả ẩ ớ• Vòng đ i s n ph m ngày càng ng n d nờ ả ẩ ắ ầ
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Xu h ng tiêu dùng 2013ướ
• Ng i tiêu dùng ngày càng thích đ i tho i v i thi t b sườ ố ạ ớ ế ị ố
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Xu h ng tiêu dùng 2013ướ
• Gi m chi tiêu nh ng s n ph m sa xả ữ ả ẩ ỉ• Kh ng ho ng ni m tin v i s n ph m b t đ ng s nủ ả ề ớ ả ẩ ấ ộ ả
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Xu h ng tiêu dùng 2013ướ
• Năm 2013 ng i tiêu dùng sẽ nh y c m v giá h nườ ạ ả ề ơ
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Xu h ng tiêu dùng 2013ướ
• Ng i tiêu dùng ít tin vào nh ng t bóng b y trong qu ng ườ ữ ừ ẩ ảcáo, quan tâm vào giá tr th tị ậ
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Xu h ng tiêu dùng 2013ướ
• Ni m tin vào nh ng th ng hi u m nh v n t n t iề ữ ươ ệ ạ ẫ ồ ạ
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Xu h ng ti p th ướ ế ị2013
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Xu h ng marketing theo th i gianướ ờ
• Marketing today is about creating tribes.
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Xu h ng marketing 2013ướ
• L p các fan hâm ậm th ng hi uộ ươ ệ
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Xu h ng marketing 2013ướ
Làm marketing đ khách hàng t hàoể ự
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Xu h ng marketing 2013ướ
Đ u t cho Digital marketing, online marketing thay cho m t ầ ư ộph n marketing truy n th ng.ầ ề ố
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Gi i pháp ti p th tr c tuy n 2013ả ế ị ự ế
• Mobile Marketing• Search Engine Marketing
• Video Ads• Ads Network• Social Media• PR online
• Viral marketing
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Xu h ng marketing 2013ướ
Đ u t cho PR thay m t ph n cho qu ng cáo thông th ngầ ư ộ ầ ả ườ
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Xu h ng marketing 2013ướ
Xác đ nh ph m vi t p trungị ạ ậ
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Xu h ng marketing 2013ướ
L y khách hàng làm trong tâm trong vi c thi t k s n ph mấ ệ ế ế ả ẩ
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Xu h ng marketing 2013ướ
Nhi u doanh nghi p th m đòn kinh doanh, cân nh c t ng ề ệ ấ ắ ừgi i pháp d a trên đ nh v th ng hi u.ả ự ị ị ươ ệ
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Xu h ng marketing 2013ướ
Marketing theo chi u sâu, không theo chi u r ngề ề ộ
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Xu h ng marketing 2013ướ
Ngân sách marketing gi m, duy trì ngân sách chăm sóc khách ảhàng.
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Xu h ng marketing 2013ướ
Marketing truy n mi ng v n là tuy t chiêu trong năm 2013ề ệ ẫ ệ
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10 đi u l u ý khi làm Marketing 2013ề ư
1. Nghiên c u khách hàng, ứ nghiên c u c nh tranhứ ạ , nghiên c u s n ph m.ứ ả ẩ
2. Đi tìm s khác bi t c a s n ph m tr c khi làm ti p thự ệ ủ ả ẩ ướ ế ị
3. Đ nh v rõ ràng trên c s bám sát t m nhìn và s m nhị ị ơ ở ầ ứ ệ
4. Th n ậ tr ng và tìm hi u kỹ tr c các quy t đ nh v giá bánọ ể ướ ế ị ề .
5. Ch đ ng ti p c n khách hàng,ủ ộ ế ậ không ch đ i khách hàng .ờ ợ
6. M ở ra nhi u kh năng mua h n cho khách hàng. ề ả ơ
7. Quan tâm nhi u h n đ n d ch v chăm sóc khách hàng. ề ơ ế ị ụ
8. Đa d ng ph ng ti n truy n thông, quan tâm đ n ph ng ti n hi n ạ ươ ệ ề ế ươ ệ ệđ i.ạ
9. Không phó thác vi c làm th ng hi u cho các nhà môi gi i trung gian.ệ ươ ệ ớ
10.Thuê đ n v chuyên v truy n thông ti p th th c hi n.ơ ị ề ề ế ị ự ệ
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“ Vision without action is a daydream. Action without vision is a nightmare”
Old Asian Proverb