Customer Insight - Thu hiu mong mun n du ca khch hngCustomer insights, mt trong nhng yu t v cng quan trng trong vic gip; chnh xc hn l nh hng trc tip n vic ra cc quyt nh marketing, qung co. Th nhng mt thc t hin nay ang din ra l a phn gii marketers Vit Nam cha nhn thc v p dng yu t ny mc n xng vi vai tr trong ngnh. Marketers nhn vo mt case ca ng nghip v phn mt cu xanh rn: Lm marketing m khng hiu customer insights th tht bi l ng ri! Vy Customer insights l g? Hiu n gin, th l nhng suy ngh, mong mun n su bn trong nh hng n quyt nh mua hng ca Customers/Consumers. Vy nhng yu t no c xp vo hng u tin v c bn xc nh customer insights? Trc khi cp su hn vo ni dung ny, ta quy c mc nh v doanh nghip ng dng Customer Insignt phi l Doanh nghip (cho d l sn xut, thng mi hay dch v) mang nh hng Marketing. Tc l h tham gia vo th trng vi s cnh tranh c v s gia tng, khin cho vai tr ca Marketing l quan trng, ng thi khi nim Marketing bao trm c 4 quy trnh chnh ca nn kinh doanh (Quy trnh nh hng Khch hng, Quy trnh sng to sn phm mi, Quy trnh thit lp chnh sch v xy dng chin lc, Quy trnh qun l nhn lc v cng ngh). Khng c nh hng Marketing, th c l s khng cn Insights. Th n, l phng thc sn xut/kinh doanh ca Doanh nghip (DN) ang ni ti. C th, Doanh nghip phc v th trng nh th no: Bn ci ngi ta cn; hay bn ci ta ang c; hay hn hp c hai? n y, ta s thy c 2 li i khc nhau ca hot ng tip th: Bn ci ngi ta cn: Cng vic tip th s pht ngun t th trng i ngc vo cng ty. C th: Trong ngnh ngh lnh vc kinh doanh ca Doanh nghip, khch hng v NTD cn g, t quay v cc quy trnh tch ly tin vn, k thut-cng ngh-b quyt, con ngi, t chc sn xut ra sn phm, sau mang sn phm ra thuyt phc, thm nhp v chim lnh th trng. Thi ca DN nhn vo Customer/Consumer Insights s khc: Pht hin Insights v t chc kinh doanh xoay theo Insights . Cu hi t ra y: Nu DN khng th no sn xut ra c sn phm dch v sc p ng insights , th sao? Bn ci ta ang c: Cng vic tip th s pht ngun t Doanh nghip, ri i ngc ra th trng. C th: Ta ang c sn phm c th, vi nhng tnh nng cng dng c th, mang ra phc v th trng. c th thuyt phc th trng hiu qu hn, ta phi chng minh cho h thy, rng "Sn phm dch v ca chng ti s mang li ci g cho anh?" - hay su xa hn, l phc v Insight no. Thi ca DN nhn vo Customer/Consumer Insights s khc: T trn SPDV c th ca mnh, o su xem n phc v Insights no, t i tm nhng ngi c Insights m thuyt phc.

Cu hi t ra y: Nu DN khng th tm ra c khch hng/NTD no c insights , th sao? Trn thc t, cc tp on nc ngoi vi nh hng kinh doanh chung l "Bn ci ngi ta cn" s c t duy Marketing v tip th khc vi cc DN Va v nh (SME) ni a (a phn u c gng "Bn ci ta ang c"). i khi cc Doanh nghip Va v nh k vng c kh nng p dng nguyn mu cch lm ca cc Tp on v t cho rng, mnh khng th xy dng thng hiu, lm tip th ch v khng c tim lc nh cc ng ln Tuy nhin, im n cui cng l: Hiu qu kinh doanh ca DN c th, da trn ti nguyn m DN s hu. y mi l tiu ch quan trng nh gi ng cp ca cc chuyn gia t vn v ngi lm tip th. Nn Sn l mt th d in hnh. ang v th cc tt trong th trng. t nhin insights da vo by lu khng cn t sng mc d insights vn tn ti. L do: Insights khng b cm nhng sn phm to ra insights th b cm. Vy sau khi Sale Promotion khng cn tc dng na th sao? Ngha l lc ny insights nn sang m r cho th trng t i cn li cng ht. Doanh nghip mt l chuyn sang sn phm hay phn khc mi. Hai l ng ca, chm dt kinh doanh, chuyn hn sang mt lnh vc kinh doanh mi. Khi nim Customer insight: Customer insight l vic (tm cch) thu hiu mt cch su sc ngh/ mong mun/ s thc n du nm su trong tm tr ngi tiu dng cha c ni ra r rng mc vt trn c nhng g khch hng t xc nh cho bn thn. Customer insight tm kim ng c (motivation) bn trong thc y/iu khin hnh vi ng x v cc quyt nh/ hnh ng (decision making, behavior,..) ca con ngi. Customer insight tr li cu hi "Ti sao khch hng c x nh vy? Trong khi nghin cu Marketing truyn thng ch tr li cu hi: Khch hng (s) hnh ng/quyt nh nh th no?" Customer insight v chin lc nh v (Postion strategy) v sng to, i mi (Inovation & creating solutions)

Mi nhn hiu c cch nhn khc nhau v ngi tiu dng th hin qua Customer insight. y l tin cho s khc bit trong cc chin lc nh v thng hiu. Gip cc nh qun tr chin lc hiu r hn yu t cm tnh trong tm tr ca khch hng v cng chng. L im mu cht khi xy dng m hnh nh v cnh tranh. em li nhng cch nhn mi m v su sc v nhu cu ngi tiu dng. L mt trong nhng yu t quan trng nht ca hot ng i mi, sng to trong t chc. Bao gm c cc chin lc R&D. Gip cc chuyn gia Marketing xy dng cc chin lc Marketing/ qung co/ truyn thng c tc ng mnh m vo tm tr ca khch hng v cng chng

Cc nhn t quyt nh customer insight Chng I: Macro Trends - Nhng xu hng v m ca mi trng kinh t - x hi Macro Trends l nhng xu hng mi din ra trong mi trng bn ngoi doanh nghip. Nhng xu hng ny nh hng quan trng n nhng khch hng hin ti ca doanh nghip v hnh vi mua hng ca h. 5 nhn t chnh ca Macro Trends: Demographic Trends: Xu hng theo Dn s

Psychographic Economic Technology adoption Competitive

Nhng nhn t v xu hng theo dn s chnh l nhng yu t thuc con ngi:

Tui tc Gii tnh Trnh dn tr Tnh trng hn nhn Di chuyn dn s

C l t ai trong chng ta nh gi cao cc nhn t ny trong vic ra quyt nh marketing v qung co. Cng bng m ni nhng nhn t ny c l thin v tm qun tr doanh nghip nhiu hn, song khng phi v th m vai tr ca n trong marketing v qung co l khng c ngha. Hay im qua mt vng thy tc ng ca nhng nhn t ny: Gi s dn s Vit Nam hin nay l 86 triu ngi. tui trung bnh ton dn l 25 vi t l 20%. 10 nm sau ngha l 2018, tui trung bnh lc ny ln n 35 vi t l 40%. Vy 40% dn s tui 35, khc hng mc tiu ca nhiu nhn hng chc chn s phi thay i, k c vic ra i ca nhiu nhn hiu mi trong nhng th trng mi. Demographic Trends lun thay i, vy marketer phi ng trc 3 la chn: Khng thay i phn khc mc tiu (Gi li) Thay i Phn Khc Mc Tiu (B i ci c thay bng ci mi) C hai (Va gi li phn khc c va tm gii php phc v phn khc mi) Vy tiu ch no la chn v hnh ng da trn Demographic Trends (Age)?

Demographic Trends ch ng vai tr l yu t tham kho nn nu da vo n quyt nh th trng th c l ch khi s thay i l qu su sc: Phn khc hin ti trong 5 nm na ch cn:

70 %(Dn s trong tui Target consumer gim)

Cng thm vic tip tc gim trong target consumer:

60%(C cu gii tnh trong target consumer thay i) 50%(Educational level trong target consumer thay i) 40%(Tnh trng hn nhn trong target consumer thay i) 30%(Vic di dn lm c cu dn s trong target consumer thay i)

im n cui cng l: Hiu qu kinh doanh ca DN c th, da trn ti nguyn m DN s hu. y mi l tiu ch ti thng nh gi mc "Pro" ca ngi lm tip th. Tip theo v vic kt hp hai nhn t Tui tc v trnh dn tr. tui 35, vi trnh vn ha cao v nhn thc vn ha tt hn th h trc, h chc chn s i hi nhng dch v tt hn v: Y t, an ninh, v cc nhu cu khc v c nhn. Insights ny c lm cc marketer thay i iu g trong k hoch ca mnh? Gii tnh: Nhng nm gn y, vai tr ca ph n ngy mt quan trng hn trong x hi mi lnh vc. Xt vi ngnh hng FMCG dnh cho household, cc nh qung co, marketer quan tm n ai (ph n hay n ng) nhiu hn trong vic to dng hnh nh sn phm v hoch nh qung co? Tnh trng bn thn: C gia nh hay c thn. Th trng Vit Nam c l cha th hin r iu ny khi t l c gia nh chim u th tuyt i. Hy tng tng trong mt tng lai gn, nhng tro lu sng c thn lan rng v m ra nhng th trng mi, nh hp hn nhng y trin vng. N nh hng n cng vic marketing th no? n c l cc marketers s c nhng SKU (stock keeping units) nh hn cho nhng ngi c thn thay v nhng SKU ln cho c mt gia nh 5 ngi. Lang thang trn ng Trng nh, Zmanvietnam bt gp mt qun lu vi ci tn: Lu d mt ngi. Di dn: mt t nc nh Vit Nam, marketers him khi no c c c hi nhn ra nh hng ca vic di dn vi cng vic ca mnh. Nhng cc marketer M li phi ch n iu ny khi bit c rng trong nhng nm 90 ca th k trc, Mexico, Philippines,Trung Quc v Vit Nam l 4 nc c lng di dn n M ln nht. Chuyn g s xy ra? Nhng sn phm, dch v mi s ra i vi insights hon ton khc vi ngi M bn a. S c knh truyn hnh ting Vit Nam, cc khu nh hng Mexico, tp ch & bo ting Trung Quc v trng hc dnh cho ngi Philippines.

Kt thc Demographic Trends, cc marketers tm ra hng i cho sn phm ca mnh vi cc cch tip cn mi v Khch hng mc tiu mi, v d nhin c ngch th trng mi bng cch nghin cu n l hay kt hp 5 nhn t trn tm ra cha kha. Phn 2: Psychographic/Lifestyle Trends Xu hng Phong cch v Li sng Yu t ny bao gm 4 mng ln: Activities: Cng vic, s thch v nhng s kin x hi Interests: Gia nh, cng ng Opinions: Chnh tr, kinh t, vn ha Personalities: Tnh cch, cch ng x

1. 2. 3. 4.

Ngi lm marketing da vo cc yu t nh th xc nh insights ca tng nhm khch hng v chn ra nhm khch hng mc tiu cho mnh. mc nh v chi tit hn l nhng phong cch, li sng ca nhng nhm ngi c cng lifestyle vi nhiu im tng ng v khc bit. Theo 2 ngi c th nm ng thi trong nhng nhm khch hng ging v khc nhau. V d cng chi trong mt Forum, nhng mi vo ngh thch i Air Blade v n chng t nhiu th trong x hi nh giu c, sang trng, pcn ti s thch mt chic 67 c l s hn v n gin l n nam tnh. Psychographic c l khng tht s chnh xc khi c lit vo Macro Trends. Chnh v th m Psychographic s c cp chi tit v c th hn trong chng 4: Segmentation & Targeting. Phn 3: Economic Trends Nm 1991-1995, tc tng GDP Vit Nam l 8,2%. Nm 2001-2005, con s ny l 7,5% (Ngun: Cc thng k Vit Nam). Vi tng trng y tr i mc lm pht qua ngn y nm, vn thy r c rng thu nhp c nhn vt tri theo tng giai on. Kinh t pht trin, s phn ha giu ngho cng r rt hn. Trong khong 3 nm tr li y, hng lot cc i gia lm tn khng t giy mc ca d lun v nhng chic xe ln n chc t VND v gn y nht l Bu c ca Hong Anh Gia Lai Group vi chic my bay ring tr gi cng vi phi cng ring l cu ph tng gim c ca Vit Nam Airfly. Ni ln ngn y th ch rt ra mt kt lun rng: Khi kinh t pht trin, ngi ta tiu xi nhiu hn, c nhng nhu cu c bit v ln hn. Marketing cng phi theo xu hng y theo kp insights ca ngi tiu dng.

Xu hng Low income High hope cc nc ang pht trin c lin quan mt thit ti Economic Trends v Lifestyle trends. "Low Income - High Hopes" chnh l bo co cho ch "E" v "S" (Economics v Society) trong PESTLE. Tuy nhin, ngu hng v khng trn vn cc ch tiu. Economics trends ch ra c con s tng qut xu hng gia/ gim ca chi tiu m cc nh sn xut c kh nng hng li c t s gia/ gim thu nhp chung ca dn chng. Tuy nhin, trong mt s trng hp, ai c th hng li hay khng cn phi tnh ti Lifestyle: Th d: Ni l dn Vit Nam ngy cng giu, ai cng c tin mua xe gn my chy, nh vy th cc nh sn xut xe gn my c li. Tuy nhin do xu hng Lifestyle tc ng, rt cuc ngi ta thch mua nhng li phi l tay ga (c bit n gii mc vy tro ln tro xung cho... nh nhm, ng thi khi phi th chn nhp nhp ci cn s lm g... y cng c th hiu l 1 Insight!). Cho nn ng SYM nh hi Lifestyle kh tt, ht bc cho cc ng Yamaha v Honda chy theo sau. Phn ni trn cng ch trong phm vi cho thy s cn v ca c 2 (Social & Economy) trong phn tch mi trng V m v Mi trng tc nghip, m ngoi E & S, vn cn P, T, L, v E (Environment). Ngoi PESTLE ra, mt s quan im Marketing hin i cn tch hp thm nhiu yu t v m khc, t PEST cho ti PRESTCOM. tin theo di, xin cung cp thm thng tin thm v PESTLE (cha dch kp sang Ting Vit, mi ngi thng cm nh) (theo www.rapidbi.com) : Phn 4: Technology Adoption Trends Xu hng cng ngh C th ni ngy nay khng g tin trin nhanh bng cng ngh, c bit l cng ngh khoa hc vin thng in t - k thut s m nn tng l my tnh v nh cao l Internet. iu ng mng l cc marketers ang bt kp v a cng ngh vo h tr cho cng vic ca mnh. Ngay c mt nc thuc dng ngho v ang pht trin nh Vit Nam cng im c cc mt anh ti tham gia vo cng vic marketing ny: Traditional: Radio => TV => Video Player => Cable => OOH-TV ads(v cc cng ngh thu li chng trnh ti nh cc thi trng nc ngoi) Mobile Marketing: MMS, SMS,... Internet Marketing: Blog, Company website, online ads nh banner, text, video, v thm ch l nhng event/compaign online c s dng c lp hay song song h tr cho cc hot ng song song khc. Th nhng cng ngh nh hng th no ti insights ca khch hng? Hy xem qu trnh tin ha mt ngnh cng ngh:

Digital photography: My chp nh => my nh k thut s => my quay phim => My quay kt hp chp nh k thut s. Kodak loay hoay u trong qu trnh ny? Khi my nh k thut s ra i, Kodak ngh insights ca khch hng trong th trng ny l g? Kodak s phi lm g tip tc tn ti? Bm tr vi nhng g mnh c khng hn l mt tng ti. Nhng chc chn iu khng th thc hin bng nhng marketing plan nh trc. Nm 2003, Kodak ri b th trng truyn thng sau 122 nm ra i. Vo mt thi im no din ra ti Vit Nam, bng dng mc ln cc qun caf Wifi, ngi ta n gp khch hng, lm vic ngoi vn phng, thm ch l kim mt ch hc tp thoi mi. Gi y ngi ta xem nhng qun khng c wifi hin nhin khng thuc dng premium v n gin wifi thnh mt nhu cu tt yu. Competive Trends y chnh l yu t cui cng ca Macro Trends. Bng cch theo di mi hot ng ca cc i th chnh, hay ni ng hn l cc nhn hng dn u ca c mt ngnh hng, th trng ca mnh, doanh nghip c th phn no d on c i phn tng lai ca th trng m mnh ang theo ui v vn ln. Chnh vic ny gip cho doanh nghip d on c nhu cu ca khc hng trong tng lai, vic chm chn cho mt ch tt trong vic ch n phin gp khch hng phng bn v nh ga v th m cng gia gim i rt nhiu. Mt s chuyn gia Marketing v marketing research cm thy rng tht kh c th ni chuyn vi khch hng v nhu cu cha c tha mn ca h tm ra insights, v rng vic gn nh l ch ph thi gian. H quay v vi mt cu ni kinh in trong Marketing: If you can just build a better mousetrap, the world will beat a path to your door. Chnh v th nn xy ra hai dng t tng: Bn ci doanh nghip c hay bn ci khch hng mun? Lp lun bn ci khch hng cn c v chim c u th bi n lp lun c v rt khoa hc. Tuy nhin quan im bn ci ta c li c hu thun bi nhng thnh cng vang di m tiu biu l sn phm Sony Walkman, bin th ca n chng u khc chnh l MP3, MP4, iPod v PMP ngy nay cng nh nhiu version khc trong mt khong thi gian rt di na. Nhu cu hin hin v Nhu cu tim n y chnh l mt cch ni khc ca vic bn ci doanh nghip c hay bn ci khch hng thc s cn. Vy lm sao xc nh c hai nhu cu ny trong khch hng? Qua vic tm hiu cc k thut tm hiu insights, c th v ra nhiu iu. C 6 k thut sau:

1. Focus Groups 2. Observation 3. Ethnography

4. Depth interviews 5. Archetype research 6. Customer visits Khng cn nghi ng g, Focus groups tr thnh mt trong nhng phng php nghin cu ph bin nht trong marketing. Vit Nam li cng ph bin hn v thm ch c xem l k thut tt nht v ng mt c gi l phng php nghin cu ngi tiu dng. S d Focus Groups ph bin nh vy l do phng php ny c th gip marketer nhanh chng v d dng c c nhng ng gp cht lng t chnh khch hng ca mnh. Vy marketers c th lm vi Focus Groups? 1. Vic cc thnh vin trong nhm c chn tho lun tng tc qua li hon ton c th gip marketers ny ra 1 tng mi. 2. Tng tc qua li gia cc thnh vin cho php marketers c mt ci nhn thu nh v qu trnh nhm khch hng mc tiu ca mnh la chn v chp nhn mt sn phm nh th no. 3. Quan st thi v quan im ca mt nhm i din khch hng mc tiu. i su vo chi tit hn, Focus Group c th cung cp nhng insights sau: Thi quen mua sm ca khch hng. Hiu r hn khch hang ca ngnh hng. Thi ca khch hng. Kim tra hnh hnh thng hiu. Xc nh c nhng gn kt cm xc cng nh li ch ca khch hng vi sn phm.

1. 2. 3. 4. 5.

Nhng cn xc nh rng Focus Groups khng cung cp nhng gii php. N gip marketer c c mt bc tranh v insights khch hng mc tiu, t khm ph ra kh nng v hn ch ca sn phm phc v th trng. Vy Focus Groups c th p dng trong nhng trng hp no? Hc bit ngn ng ca khch hng. Cung cp thng tin lm chin lc. nh v sn phm. Ti u ha sn phm v khi nim sn phm . Qun tr Brand equity v Brand imagery. Kho st s thay i trong xu hng ngnh hng.

1. 2. 3. 4. 5. 6.

7. Pht hin nhng xu hng v tham gia nhng ngnh hng mi. 8. Th nghim nhng gi thuyt. 9. Pht trin sn phm mi. 10. H tr v pht trin cc chin dch qung co di hn. Focus Groups l ky thut nghin cu inh tnh. V th khng th dung phng php chn ngu nhin trong kt qu nghin cu nh nhng phng php nh lng. iu cng c ngha l dung Focus Groups hiu su thm v khch hng v pht trin nhng gi nh tim nng ch khng dung o lng s lng. Ni ring v trng hp Harley Davidson Da vo Lch s nhn hiu v sn phm Harley Davidson, khi thy n thuc dng "Bn ci ta ang c" (y cng l thc t ca rt nhiu cc thng hiu hng trm nm tui khc V vy, mt thng hiu trng tn, cn c rt nhiu yu t quyt nh, ch khng n thun ch l p dng nhng phng php nghin cu hay cc chin lc Marketing). Nhng chic m t phn khi ln rt bi i, rt ngu vi nhng tay giang h rng rui khp cc xa l thng thang ca min Ty Nam nc M, gi li hnh nh hoang di m kiu hng ca nhng tay cao bi xa. Ai c xem qua cc b phim Hollywood "The Wild Hog", "Torque", hay "Stone Cold" s cm nhn c gi tr tinh thn ny: "Chi cho ti, khng chi th hy nh" (Ride Hard - Or Stay Home). n ni, nhng tay chi na ma do John Travolta, Martin Lawrence v William H. Macy th vai trong "Wild Hog", t my chng trai thnh th tht nghip b v b, anh lp trnh vin my tnh chn nn 4 bc tng vn phng, hay g ham chi b bn b r r theo n m... Cng th 1 ln ngi ln nhng chic Harley, th liu ra ngoi sng gi ci b tt c: khng ng h, khng in thoi, khng cn bit ni s ti, khng b li g ni va i qua... phng xe ngc gi ngc nng trong iu nhc kiu hng ca Jon Bon Jovi "Lost Highway"... "Ride hard or Stay home" , c phi chnh l Insights? Insights ny s bao gi thay i, bao gi th cht? Nh vy, theo dng lch s, da vo chnh nng lc ca mnh (b quyt v tr ti v k thut ch to my ca hai ng t Harley v Davidson) Harley-Davidson a ra phc v th trng nhng sn phm i u v tnh nng v cng dng. Vi nhng c hi c l nh cung cp kh ti cho chnh ph M (trong cc ln Chin Tranh Th Gii, v gn y cho lc lng cnh st), Harley-Davidson li bnh trng th lc. "Insight" ca khch hng/NTD c chnh HarleyDavidson to lp v dn dt! (Cng tng t nh tm nh hng ca Steve Jobs v Apple ln thi - hnh vi ca dn ghin cng ngh khp nm chu). Nhu cu -> Mong mun -> Insight? Hay Insight -> Mong mun -> Nhu cu? V d: (cc v d mang tnh gi nh).

"Ti c nhu cu i li, ti mong mun c 1 chic xe gn my p ng nhu cu ny. Chic xe gn my y phi bn, tit kim nhin liu v tng i c th gip ti nhn c v sang trng hn mt t". Ta s thy: Nhu cu c trc, v l phm tr rng hn. (nhu cu i li) Mong mun n lin sau, v thu hp phm vi li c th hn mt cht. (xe gn my) Vy, v sau cng trong cu pht biu ny l g? chnh l Insights (bn, tit kim nhin liu, sang). Hng Honda cm thy c th tn dng Insights ny da vo nng lc sn xut kinh doanh ca mnh, m a ra th trng dng sn phm mang nhn hiu Future. Tuy nhin, nu trong cu pht biu, thay v insight "lm cho ti nhn c v sang trng hn" m li l: "r tin 1 cht ti c th mua", th Honda s p ng bng dng sn phm mang nhn hiu Wave Alpha. Tm tch cc vn khc nh dung lng th trng, sn lng tiu th, hiu qu kinh doanh hay thi gian thu hi vn... ra khi phn ny. Vy y, Insight l ci nm sau, c th hn nhu cu v mong mun v n miu t r rng nhng tiu ch n nh. Tuy vy n li n su, n c trng hp ngi ta mun mua r m khng dm ni, nn chn mua Dylan Trung Quc. Trong trng hp ny, insight li l "Tin t nhng thch chi sang" hay trng gi hc lm sang v cc nh sn xut Trung Quc nm bt kh tt. Insights phi l s giao thoa gia mong mun ca NTD v kh nng p ng ca nh sn xut, ch khng phi insight no nh sn xut cng c th s dng to ra sn phm. Chng ta th suy ngh cu pht biu sau: "Ti mun ngi ta nhn nhn ti l dn chi kiu M th thit, ti phi mua 1 chic HarleyDavidson chng t iu ny" V mt insight "Mun lm dn chi kiu M th thit", r rng Honda khng th p ng Insight ny. V Harley-Davidson khng ch cnh tranh cng ngnh, m c th s phi cnh tranh vi tt c nhng sn phm dch v no p ng insights "chng t ta l dn chi". Tuy nhin s cnh tranh ny li c c 2 yu t Tranh-Hp. Th d: ng A mun lm dn chi, ng c 2 ty chn: 1 l tu nguyn b t nn m ti o qun giy dp trang sc... cho ng kiu dn chi, 2 l mua 1 chic Harley. Phi chn 1 trong 2, v ng khng tin mua cng lc. y l trng hp "Tranh". Nhng nu ng c tha tin b

ra chi ti bn, th sau khi tu b ri, ng b thi thc bi mong mun phi mua thm 1 chic Harley, v "Mc ny phi leo ln Harley chy n mi xng". y l "Hp". Qua 2 trng hp Honda v Harley, ta thy s khc nhau ca "Theo ui v phc v insights" v "To lp v dn dt Insights". eBrandium.com - Theo saga.vn ---------------------------Customer insight management Tham kho mt vi khi nim: INSIGHTS L G? - Nhn xuyn qua b mt thu hiu nhng g ngi tiu dng ang ngh v mong i, ti sao nhng suy ngh v mong i ny quan trng i vi h - Cm gic trong lng / trong tm hn; hn c nhng g chng ta l lun trong u - Gip tm ra nhng mu cht c th dng trong xy dng qung co v thng hiu Nhm to mi lin kt / ng cm gia sn phm/ thng hiu v ngi s dng - mt s cp : Khch hng Thng hiu C TH NG DNG G? = Ti sao ngi tiu dng s dng sn phm / dch v? + L do ct li l g? + Nu khng c sn phm / thng hiu th ngi tiu dng s nh nht ci g? - Ti sao thch / khng thch mt thng hiu - Nhu cu no l ct li, t u pht sinh ra nhu cu => Pht trin v truyn ti cm thng ip xoay quanh thng hiu / sn phm => p ng ng, lu di c m thm kn ca ngi tiu dng => Kt ni thng hiu vi khch hng TM INSIGHTS U - T nhiu ngun: + Ni b + H thng phn phi

+ Research agency - Gp nht nhng hiu bit hin ti - o su s hiu bit v khch hng mc tiu + t chng ta vo v tr ca khch hng + Thc hin cc nhm phng vn nh tnh + Ni chuyn vi cc chuyn gia tm l - Tng hp tt c cc quan st v phn tch - Chia cc quan st ra thnh cc nhm chnh - Tm ra ln pha sau tng nhm chnh - Xc nh insights + qua l tnh (head) C hi c ln khng? C ph hp vi kh nng ca chng ta C di hn khng? + Xc nh insights qua cm tnh (heart) C lm cho chng ta phn khch khng? C lm cho chng ta h hi k vi bn b khng? Chng ta c u t khng, nu bng tin ti ca mnh? LM TH NO TM C INSIGHTS? 1. o su s hiu bit v khch hng mc tiu - T mnh s dng sn phm hiu r sn phm ca mnh - Sng theo cuc sng thc t ca khch hng mc tiu c th thng hiu h hn. V d: th i lm bng xe byt; i n nhng ni m khch hng mc tiu thng lui ti: n cm tra trong qun, i ung caf vi bn b vo bui ti, - Quan st nhng phng tin truyn thng m khch hng mc tiu thch xem - Yu cu khch hng chp li nhng hnh nh ca cuc sng v ghi li nht k hng ngy - Tp trung quan st v tm hiu 1 khch hng mc tiu. Ni chuyn vi bn b, con ci hay cha me ca anh/chi y hiu r v su hn v khch hng mc tiu - Yu cu khch hng mc tiu ni v mt i tng khc (vd: thanh thiu nin) hiu v quan im sng ca h - Phng vn, ni chuyn vi 1 nhm tr con nhng g ngi ln lm thy c tht s cuc sng ca ngi ln 2. Mt s k thut khi ni chuyn trc tip vi khch hng mc tiu - Yu cu khch hng mc tiu mang theo mt vt dng c nhn c lin quan n ch tho

lun h c th bt u ni v mnh d dng hn (vd: m phm,) - Khch hng rt kh khi phi tng tng v tng lai. Hy gip h tng tng d hn bng cch ni vi h rng sn phm/chng trnh ny xut hin nc ngoi hoc sp c tung ra th trng - Khch hng s ch ng gp kin hn khi h c c li ch. Nn to ra mt cuc tranh lun m vi qu thng cho khch hng - Tm hiu v khch hng mc tiu t nhng ngi khng phi l khch hng mc tiu - Hy hi cng mt cu hi bng nhiu cch khc nhau c c nhng gc nhn mi V D INSIGHT PLATFORM - Insight Platform: Italy Oral care + Oral care On the Go: I need easier oral care because Im always on the go + Ti mun chm sc rng ming d dng hn, mi lc, mi ni v ti v con lc no cng vi vng - Key supporting insights: + Con ti khng chi rng c trng + Con ti ngy cng n vt nhiu hn + Con ti cn phi chm sc rng ming nhiu hn + Khng phi lc no ti cng c th nh rng sau khi n v khng phi lc no cng mang theo bn chi c + Ti c g lc no trong ngy cng cm thy ti mt nh va mi nh rng xong + i khi cc con ti khng nh rng ngay c khi mi ng dy vo bui sng v s tr hc v cng v khng thch nh - Insight Platform: China Slimming Gim cn = Dung np nng lng: Trong cuc sng hin i ngy nay Thng Hi, nhng ngi i lm cng s tr tui v ln tui u ang chu p lc khng nhng phi lm vic tht tt m cn phi nhn ti tr, gn gng khe mnh, hp dn nhng tht ra li sng ca h khng khe mnh - Key supporting insights: + Tnh trng qu cn khin ti cm thy d mt mi + n t khi gim cn khin ti cm thy t nng lng trong c th hn + Ai cng bit rng khi m b t chy khi n king hoc tp th dc- th s pht sinh nng lng + Cuc sng hin i cn nhiu nng lng cho nhp sng nhanh, c bit l nng lng cho tinh thn nhng ngi ta thng sng v n khng ng cch nn thng b qu cn - C hi: + Sn phm pht sinh nng lng bng cch t m tha + Sn phm 2 trong 1: va cung cp nng lng va gim cn - Tiger vi anh hng cu m nhn, ho hn, qun t, khng khoe khoang - Nutifood vi tr tu Vit, thch hp / dnh ring cho ngi Vit / mi v nhn tng l mt

a tr - Joy / Sapuwa vi nc an ton; Aquafina vi phn tinh khit nht ca bn - Knorr vi hn c nu n ngon - Dumex vi khng nhng thng minh m cn bit chia s

ADVERTISING BRIEF - Ti sao cn qung co mi - i tng truyn thng mc tiu l ai? - H ang ngh g v lm g? - Consumer insights l g? - Mc tiu qung co - Sau khi xem qung co, chng ta mun h ngh v lm g? - Lm sao t c s thay i trong suy ngh v hnh ng ca h - Ti sao h phi tin qung co ca chng ta V D AD BRIEF CHO BT CH SIU BN - Ti sao cn qung co mi + Cng ty Bt ch Siu bn l 1 lin doanh gia cng ty AAA v NASA, mt trung tm k thut cao vi cng ngh Khng gian tin tin + Th gii ngy cng hin i hn vi cng ngh k thut s nhng th trng bt ch vn duy tr khng l vi doanh thu 20 t la trn ton cu. Vi tnh nng n gin, nh nhng, r v c th ty xa c, bt ch s vn l la chn u tin. + Nasa s dng k thut ch to v tu khng gian sn xut bt ch bng si carbon v v bng thp. Cy bt ch ny t gp 5 ln cy bt ch bnh thng nhng c th s dng sut i. Mt phim qung co cn c sn xut tung hng NY - i tng truyn thng mc tiu l ai? Ngi dn NY, t ngi c nh cao ca rng n va h u dng BCSB. Khng nhng ngi M m cn l mi ngi trn ton th gii u c th dng BCSB - H ang ngh g v lm g? H l nhng ngi n to ni ln v rt nng n. Sng v lm vic NY rt cng thng. Trong 1 ngy khng bit bao nhiu l cy bt ch b gy, b nm qua ca s trong cn nng gin trong cc vn phng. Ngi NY ch tin khi h nhn thy tn mt. H rt thch than phin. V v th ngay c cy bt ch r tin cng tr thnh mc tin! - Consumer insights l g? Trong th gii y kh khn v nhiu tht vng, ngay c mt th rt nh m chng ta c th trng cy vo vn c ngha rt ln i vi chng ta - Mc tiu qung co Tng mc nhn bit nhn hiu Bt ch Siu bn (BCSB) v k thut mang tnh t ph ca sn phm

- Sau khi xem qung co, chng ta mun h ngh v lm g? Ch mua 1 cy bt ch trong 1 nm - Lm sao t c s thay i trong suy ngh v hnh ng ca h BCSB s bn c i ngi (nu khng mun ni l lu hn!), mt th nh b m bn c th trng cy c - Ti sao h phi tin qung co ca chng ta Phi trnh by (demonstration) cho khch hng thy r nhng tnh nng siu bn ca BCSB V D PHN TCH - Ci lng v gii tr - Sn nh v ph n - Cn h cao cp v gia nh tr - Resort Mi N v khch du lch gia nh - Ngn hng th tn dng v doanh nhn - Xe m t 150 phn khi (10,000 USD) v nam gii - My photocopy cho vn phng SN NH V PH N - Ti sao cn qung co mi - i tng truyn thng mc tiu l ai? Ph n, tui t 30 45, home decorator, old women - H ang ngh g v lm g? Proud of her house, want to express her style, more adventurous than her mother, read decoration magazine, very obsessed by her choice of color but does not really know which brand. - Consumer insights l g? Painting your home is as passionate and creative as painting art - Mc tiu qung co Raise awareness, build warm, humorous, art paint brand - Sau khi xem qung co, chng ta mun h ngh v lm g? Choose Dulux as the artist paint - Lm sao t c s thay i trong suy ngh v hnh ng ca h Shift from masculine / functional home paint to feminine - Ti sao h phi tin qung co ca chng ta

H thng thu hiu con ngi Da trn tng ca chic gng thn trong cu chuyn c tch nng Bch Tuyt, b Joyce William nghin cu a ra mt cng c gi l H thng thu hiu con ngi, c dng nh mt chic gng soi xt v nhn bit bn thn mnh cng nh mi ngi xung quanh. Sau , Joyce William thnh lp Trung tm Insights Vancouver chuyn o to pht trin v rn luyn k nng cho cc nh lnh o v nhng ngi c ch hng tr thnh nh lnh o, c bit l n gii. Pht trin u tin Anh, v sau c ng dng rng ri nhiu nc trn th gii, H thng thu hiu con ngi gip cho cc t chc v c nhn tng hiu qu lm vic, m rng giao tip v to lp thnh cng cc mi quan h trong ni b t chc cng nh i vi khch hng. Cng c y quyn nng ny cng gip cho cc nh lnh o v i ng nhn vin c th hiu nhau su sc hn, t c nhng cch ng x v phng php lm vic, cng tc hiu qu hn. Vn xung t ca nng Bch Tuyt C phi v p b ngoi l nguyn nhn gy ra nhng ghen ght trong cu chuyn c tch ny khng? Khng hn, nguyn nhn su xa ca n l nng Bch Tuyt c mt vi xung t nghim trng vi d gh - tc l b hong hu c c ni trn. Thay v tm cch gii quyt cc xung t, th c ta yn phn vi cuc sng trong rng su vi cng vic chm sc cho by ch Ln. Nng Bch Tuyt th ng, khng bo v c bn thn mnh v lin tip b hi mi khi b hong hu tm ra ni n nu ca c. Hn na, dng nh c ta khng c phn ng v rt ngy th, ng nghch trc thc t m ng l c phi i mt. Cui cng, c ta hon ton tin rng chng hong t p trai t nhin xut hin v cu sng mnh s mang li cho c mt cuc sng an ton v hnh phc u bc rng long nh li ha ca chng. Trong mi chng ta u c mt cht tnh cch ca nng Bch Tuyt, khi pht hin ra bn thn c nhng xung t hay va chm vi cc ng nghip, cc thnh vin trong gia nh hoc hng xm lng ging chng ta u tm cch ln trnh v khng dm i mt vi n. Trn thc t, chng ta li cn phi i mt v i thoi tm ra nguyn nhn ca nhng xung t m tm cch gii quyt. Nhng bng cch no bn c th chun b cho bn thn nhng tnh cch cn thit i ph khi xy ra s bt ng quan im trong cuc sng? Trc ht, bn phi khm ph bn thn xem mnh thuc tup ngi c kh cht v tnh cch g? Khi nhn bit chnh xc kh nng ca mnh, bn c th d dng iu khin bn thn v nhng ngi xung quanh trong mi tnh hung khc nhau. C nhng ngi c tri thin ph cho nhng linh cm hay kh nng k diu c th nhn xuyn thu bn thn mnh v mi ngi. Cn phn ln, phm cht ny l do hc tp, rn luyn, tch ly m c. Tuy nhin, hc c iu ny cng khng h d dng cht no. V cch tt nht l hc qua nhng vic m bn v ng nghip, hng xm ang sng v ang lm.

Nng lc tm linh l th khng d nhn thy v nm bt c. Tuy nhin, kh cht v tnh cch ca ring tng ngi l th c th nhn bit. H thng thu hiu con ngi s dng bn gam mu sc c trng cho bn tup ngi c kh cht v tnh cch khc nhau, v da vo gip bn c th nhn bit mnh v mi ngi xung quanh thuc dng no. Bn dng cc nh lnh o ch yu Trong cu chuyn c tch Nng Bch Tuyt v by ch Ln, b hong hu c c c mt chic gng thn. Qua chic gng, b ta c gng nhn ra bn thn mnh v tp hp sc mnh. Nhng tht ng tic, iu m b ta mong mun duy nht chic gng thn k ch l cu tr li: Tha b, b l ngi p nht trn gian . D l trong mt cu chuyn tng tng p , hay l trong thc t cuc sng, iu quan trng nht khi mun hiu bn thn, sc mnh, thi quen v nng lc ca mnh, bn cn t bn thn trong mi lin h vi cng ng, x hi v gia nhng con ngi vi nhau. Cng nh vy, mun tr thnh mt nh lnh o thc s, bn cng phi lm iu . Theo H thng thu hiu con ngi, c bn gam mu sc c trng, i din cho bn kiu nh lnh o ch yu: 1. Mu rc - i din cho kiu nh lnh o lun t mi yu t di tm nhn chin lc. 2. Mu vng chi chang - i din cho kiu nh lnh o c tm nhn xa trng rng. 3. Mu xanh lc ca tri t - i din cho kiu nh lnh o da trn yu t con ngi. 4. Mu xanh da tri mt m - i din cho kiu nh lnh o da trn yu t thng tin. H c trng cho nhng kh cht v tnh cch rt khc nhau. C th nh sau: 1. Mu rc r y l gam mu sc i din cho cc nh lnh o ly kt qu cng vic v chin lc pht trin lm thc o gi tr cho mi hnh ng. Nh lnh o ny sng bng mt phng chm duy nht: Nu c gng, th khng c iu g l khng th t c. C th ly b Nellie McClung - mt nh din thuyt, nh vn v nh hot ng x hi y ti nng nh l mt v d cho tup nh lnh o mang mu sc rc r. McClung c bit n nh l mt trong nm ngi ph n ni ting nht Canada. B l ngi u tranh ginh quyn bu c cho ph n Canada. B c mt kh nng siu vit c th hiu v vt qua mi tnh hung kh khn, phc tp. Khi b ra tham gia chin dch v s cng bng x hi, tr thng minh sc bn v kh nng linh cm chnh xc thi c gip ch cho b rt nhiu. Trong cuc u tranh ginh quyn bnh ng cho ph n Canada, b t ra rt dng cm, quyt on v c mc ch r rng. Mt trong nhng cu ni ni ting ca b phn nh phm cht ca tup ngi lnh o ny: Khng bao gi li bc, khng bao gi gii thch, khng bao gi xin li, hy mi th tin trin v s l cu tr li. Nhng phm cht chung ca dng nh lnh o ny l:

- Tch cc; - Qu quyt; - Dng cm; - Quyt on; - C mc tiu r rng. 2. Mu vng chi chang y l gam mu sc i din cho cc nh lnh o c tm nhn xa, trng rng. Oprah Winfrey l mt nh lnh o thuc loi ny. B vt qua bc ro ngn cch v chng tc thnh cng trn rt nhiu lnh vc t truyn hnh, xut bn, n phim nh, gio dc B s dng s am m chy bng ca c nhn pha trn gia ci chung v ci ring. t mi th ln mt bn vi mt thi thin ch, b truyn cm hng n mi ngi ci thin cuc sng ca h. Nhng nh lnh o c tm nhn xa, trng rng c th truyn t s am m, to ra mt bu khng kh y cm hng, chia s quan im vi nhng ngitin cy v khuyn khch h tham gia hot ng. Phm cht chung ca cc nh lnh o thuc nhm ny: - Vui v; - Kch thch; - Nng ng; - Nhit tnh; - C ti thuyt phc. 3. Mu xanh lc ca tri t Nhng nh lnh o da trn nhng gi tr v yu t con ngi c xp vo gam mu xanh lc ca tri t. M Teresa l mt trong s nhng ngi thuc kiu nh lnh o ny. Cuc i ca b bt u nh rt nhiu ngi bnh thng khc. B sinh ra ti thnh ph Skopje. B l con gi th ba v l con t trong mt gia nh c cha l mt nh bun thnh t ngi Anbani. B gia nhp cng ng nhng n tu s v lm vic nh mt nh gio v hiu trng trng trung hc. Vo nm 37 tui, b li tu phc v i theo ting gi ca tri tim. M Teresa gip nhng ngi ngho kh bng cch sng gia h. B khoc ln mnh b qun o sari trng tr thnh ngi ph n ngho kh nht ti n , thc hin kht vng hin thn phc v nhng ngi ngho kh khn cng nht.

50 nm tip theo trong cuc i cn li, b l ngi ng u Hi truyn gio t thin, b thc hin c 517 cuc truyn gio ti hn 100 nc trn th gii. Nm 1979, b nhn gii thng cao qu danh gi nht hnh tinh, l gii thng Nobel v Ha bnh. Tuy nhin, bn tnh gin d, khim tn ca b khng h b lay chuyn. Cc phm cht chung ca dng nh lnh o ny l: - Can m; - Bnh tnh; - Nh nhn; - Thn trng. 4. Mu xanh da tri mt m y l gam mu i din cho nhng nh lnh o coi thng tin l yu t quyt nh thnh cng hay tht bi trong cng vic. Julie Payette, hin nay ang l Phi c trng ca Trung tm V tr Canada, l mt v d in hnh cho dng nh lnh o ny. Trc khi nhn ra vai tr v m nhn cng vic quan trng trong Chng trnh khm ph v tr bng tu con thoi, Payette tin hnh nhiu nghin cu trong lnh vc my tnh, lp trnh ngn ng t nhin, pht trin h thng ngn ng t ng v ng dng cng ngh tng tc trong v tr. B cng nm trong tay bng phi cng, c th iu khin mi loi my bay; s dng thnh tho nm ngoi ng, chi n dng cm v c th ht cc th loi m nhc ca nhiu nc trn th gii. Sc mnh ca nh lnh o dng ny nm trong chnh nng lc ca bn thn, da trn nhng phn tch chi tit, v tng sng to ti tnh. Phm cht chung ca nhng nh lnh o ny l: - T m, k tnh; - Bit nghi vn v t cu hi; - C u c phn tch; - C mc tiu r rng; - Khng thnh kin, thin v. Mt bc tranh pha trn nhiu mu sc Mi mt con ngi l s pha trn ca nhiu mu sc. Tuy nhin, H thng thu hiu con ngicho thy, trong mt s trng hp, tnh cch c th thay i khi c mt yu t bt ng t nhin xut hin trong cuc sng. S cng thng, s thng tin, nhng vn c nhn, hn nhn v nhiu nhn t bn ngoi khc ng mt vai tr quan trng trong vic xc nh khi no tnh

cch ca bn thch hp vi loi mu sc no. Kha cnh o c ca cu chuyn Kha cnh o c ca cu chuyn ny nm ch: s hiu bit c mt vai tr quan trng v l quyn lc ti cao trong cuc sng. Hy ly b hong hu lm v d. B ta c nhiu th l m nhng ngi khc khng c v khng th c c. Qua chic gng thn, hong hu c th nhn thu mi s vic hng ngy, v lun c c cu tr li trung thc, khng thin v. Bi kch ch, b ta li khng bit s dng chic gng ginh cho mnh nhng li th tt nht. Bng cch i su vo bn trong tm ra phm cht v nng lc ca bn thn, m ra v to lp cc mi quan h da trn nim tin v s khn ngoan, bn c th tr thnh b hong hu ca t nc mnh hoc nh lnh o trn mi lnh vc, c th l trong gia nh, trong cng vic, trong lnh vc gii tr hoc bt c u m bn mun. Tun Anh (Dch t CEO refresher) -------------------Cutomer insights- Maketer Vit Nam s n sng hiu Customer insights, mt trong nhng yu t v cng quan trng trong vic nh hng trc tip n vic ra cc quyt nh marketing, qung co. Th nhng mt thc t hin nay ang din ra l a phn gii marketers Vit Nam cha nhn thc v p dng yu t ny mc n xng vi vai tr trong ngnh. 1. Vy Customer insights l g? Hiu n gin, th l nhng suy ngh, mong mun n su bn trong nh hng n quyt nh mua hng ca Customers/Consumers. Xc nh Customer insight l vic (tm cch) thu hiu mt cch su sc ngh/ mong mun/ s thc n du nm su trong tm tr ngi tiu dng cha c ni ra r rng mc vt trn c nhng g khch hng t xc nh cho bn thn. Ni cch khc Customer insight tm kim ng c (motivation) bn trong thc y/iu khin hnh vi ng x v cc quyt nh/ hnh ng (decision making, behavior,..) ca con ngi. Customer insight tr li cu hi "Ti sao khch hng c x nh vy? Trong khi nghin cu Marketing truyn thng ch tr li cu hi: Khch hng (s) hnh ng/quyt nh nh th no?" 2. Tm quan trng ca Customer Insights. Mi nhn hiu c cch nhn khc nhau v ngi tiu dng th hin qua Customer insight. y l tin cho s khc bit trong cc chin lc nh v thng hiu. Gip cc nh qun tr chin lc hiu r hn yu t cm tnh trong tm tr ca khch hng v cng chng. L im mu cht khi xy dng m hnh nh v cnh tranh.

em li nhng cch nhn mi m v su sc v nhu cu ngi tiu dng. L mt trong nhng yu t quan trng nht ca hot ng i mi, sng to trong t chc. Bao gm c cc chin lc R&D. Gip cc chuyn gia Marketing xy dng cc chin lc Marketing/ qung co/ truyn thng c tc ng mnh m vo tm tr ca khch hng v cng chng 3. Cc nhn t quyt nh customer insight 3.1 Psychographic /Lifestyle Trends Xu hng Phong cch v Li sng Yu t ny bao gm 4 mng ln: 1.Activities: Cng vic, s thch v nhng s kin x hi 2.Interests: Gia nh, cng ng 3.Opinions: Chnh tr, kinh t, vn ha 4.Personalities: Tnh cch, cch ng x Ngi lm marketing da vo cc yu t nh th xc nh insights ca tng nhm khch hng v chn ra nhm khch hng mc tiu cho mnh. mc nh v chi tit hn l nhng phong cch, li sng ca nhng nhm ngi c cng lifestyle vi nhiu im tng ng v khc bit. Theo 2 ngi c th nm ng thi trong nhng nhm khch hng ging v khc nhau. V d cng chi trong mt Forum, nhng mi vo ngh thch i Air Blade v n chng t nhiu th trong x hi nh giu c, sang trng, pcn ti s thch mt chic 67 c l s hn v n gin l n nam tnh. Psychographic c l khng tht s chnh xc khi c lit vo Macro Trends. Chnh v th m Psychographic s c cp chi tit v c th hn trong chng 4: Segmentation & Targeting. 3.2 Economic Trends Nm 1991-1995, tc tng GDP Vit Nam l 8,2%. Nm 2001-2005, con s ny l 7,5% (Ngun: Cc thng k Vit Nam). Vi tng trng y tr i mc lm pht qua ngn y nm, vn thy r c rng thu nhp c nhn vt tri theo tng giai on. Kinh t pht trin, s phn ha giu ngho cng r rt hn. Trong khong 3 nm tr li y, hng lot cc i gia lm tn khng t giy mc ca d lun v nhng chic xe ln n chc t VND v gn y nht l Bu c ca Hong Anh Gia Lai Group vi chic my bay ring tr gi cng vi phi cng ring l cu ph tng gim c ca Vit Nam Airfly. Ni ln ngn y th ch rt ra mt kt lun rng: Khi kinh t pht trin, ngi ta tiu xi nhiu hn, c nhng nhu cu c bit v ln hn. Marketing cng phi theo xu hng y theo kp insights ca ngi tiu dng. Economics trends ch ra c con s tng qut xu hng gia/ gim ca chi tiu m cc nh sn xut c kh nng hng li c t s gia/ gim thu nhp chung ca dn chng. Tuy nhin, trong mt s trng hp, ai c th hng li hay khng cn phi tnh ti Lifestyle:

Th d: Ni l dn Vit Nam ngy cng giu, ai cng c tin mua xe gn my chy, nh vy th cc nh sn xut xe gn my c li. Tuy nhin do xu hng Lifestyle tc ng, rt cuc ngi ta thch mua nhng li phi l tay ga (c bit n gii mc vy tro ln tro xung cho... nh nhm, ng thi khi phi th chn nhp nhp ci cn s lm g... y cng c th hiu l 1 Insight!). Cho nn ng SYM nh hi Lifestyle kh tt, ht bc cho cc ng Yamaha v Honda chy theo sau. 3. Technology Adoption Trends Xu hng cng ngh C th ni ngy nay khng g tin trin nhanh bng cng ngh, c bit l cng ngh khoa hc vin thng in t - k thut s m nn tng l my tnh v nh cao l Internet. iu ng mng l cc marketers ang bt kp v a cng ngh vo h tr cho cng vic ca mnh. Ngay c mt nc thuc dng ngho v ang pht trin nh Vit Nam cng im c cc mt anh ti tham gia vo cng vic marketing ny: Traditional: Radio => TV => Video Player => Cable => OOH-TV ads(v cc cng ngh thu li chng trnh ti nh cc thi trng nc ngoi) Mobile Marketing: MMS, SMS,... Internet Marketing: Blog, Company website, online ads nh banner, text, video, v thm ch l nhng event/compaign online c s dng c lp hay song song h tr cho cc hot ng song song khc. Th nhng cng ngh nh hng th no ti insights ca khch hng? Hy xem qu trnh tin ha mt ngnh cng ngh: Digital photography: My chp nh => my nh k thut s => my quay phim => My quay kt hp chp nh k thut s. Kodak loay hoay u trong qu trnh ny? Khi my nh k thut s ra i, Kodak ngh insights ca khch hng trong th trng ny l g? Kodak s phi lm g tip tc tn ti? Bm tr vi nhng g mnh c khng hn l mt tng ti. Nhng chc chn iu khng th thc hin bng nhng marketing plan nh trc. Nm 2003, Kodak ri b th trng truyn thng sau 122 nm ra i. Vo mt thi im no din ra ti Vit Nam, bng dng mc ln cc qun caf Wifi, ngi ta n gp khch hng, lm vic ngoi vn phng, thm ch l kim mt ch hc tp thoi mi. Gi y ngi ta xem nhng qun khng c wifi hin nhin khng thuc dng premium v n gin wifi thnh mt nhu cu tt yu. 4. Competive Trends Bng cch theo di mi hot ng ca cc i th chnh, hay ni ng hn l cc nhn hng dn u ca c mt ngnh hng, th trng ca mnh, doanh nghip c th phn no d on c i phn tng lai ca th trng m mnh ang theo ui v vn ln. Chnh vic ny gip cho doanh nghip d on c nhu cu ca khc hng trong tng lai, vic chm chn cho mt ch tt trong vic ch n phin gp khch hng phng bn v nh ga v th m cng gia gim i

rt nhiu. Mt s chuyn gia Marketing v marketing research cm thy rng tht kh c th ni chuyn vi khch hng v nhu cu cha c tha mn ca h tm ra insights, v rng vic gn nh l ch ph thi gian. H quay v vi mt cu ni kinh in trong Marketing: If you can just build a better mousetrap, the world will beat a path to your door. Chnh v th nn xy ra hai dng t tng: Bn ci doanh nghip c hay bn ci khch hng mun? Lp lun bn ci khch hng cn c v chim c u th bi n lp lun c v rt khoa hc. Tuy nhin quan im bn ci ta c li c hu thun bi nhng thnh cng vang di m tiu biu l sn phm Sony Walkman, bin th ca n chng u khc chnh l MP3, MP4, iPod v PMP ngy nay cng nh nhiu version khc trong mt khong thi gian rt di na.

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