{"id":11223,"date":"2020-08-11T15:19:18","date_gmt":"2020-08-11T08:19:18","guid":{"rendered":"https:\/\/dtmconsulting.vn\/?p=11223"},"modified":"2024-08-28T15:45:35","modified_gmt":"2024-08-28T08:45:35","slug":"case-study-dove-that-bai-vi-bo-qua-thu-nghiem-san-pham","status":"publish","type":"post","link":"https:\/\/dtmconsulting.vn\/en\/case-study-dove-that-bai-vi-bo-qua-thu-nghiem-san-pham\/","title":{"rendered":"[Case study] Dove | Th\u1ea5t b\u1ea1i v\u00ec b\u1ecf qua Th\u1eed nghi\u1ec7m s\u1ea3n ph\u1ea9m"},"content":{"rendered":"

N\u1ebfu l\u00e0 m\u1ed9t marketer th\u1ef1c th\u1ee5 ch\u1eafc h\u1eb3n b\u1ea1n kh\u00f4ng c\u00f2n xa l\u1ea1 g\u00ec v\u1edbi Case Study “th\u1ebf k\u1ef7” khi khai th\u00e1c insight kh\u00e1ch h\u00e0ng – chi\u1ebfn d\u1ecbch “Real Beauty<\/a>” c\u1ee7a Dove t\u1eeb n\u0103m 2004, chi\u1ebfn d\u1ecbch n\u00e0y \u0111\u01b0\u1ee3c chia th\u00e0nh nhi\u1ec1u giai \u0111o\u1ea1n kh\u00e1c nhau, tri\u1ec3n khai tr\u00ean to\u00e0n th\u1ebf gi\u1edbi, nh\u1eadn \u0111\u01b0\u1ee3c v\u00f4 s\u1ed1 gi\u1ea3i th\u01b0\u1edfng danh gi\u00e1. Tuy nhi\u00ean, \u0111\u1eb1ng sau nh\u1eefng “h\u00e0o quang” t\u1eeb th\u00e0nh c\u00f4ng m\u00e0 chi\u1ebfn d\u1ecbch n\u00e0y \u0111em l\u1ea1i v\u1eabn c\u00f3 nh\u1eefng “m\u1eb7t tr\u00e1i” m\u00e0 marketer ho\u1eb7c nh\u1eefng ch\u1ee7 doanh nghi\u1ec7p c\u1ea7n l\u01b0u \u00fd khi khai th\u00e1c insight kh\u00e1ch h\u00e0ng v\u00e0o c\u00e1c chi\u1ebfn d\u1ecbch truy\u1ec1n th\u00f4ng.<\/p>\n

Ng\u00e0y h\u00f4m nay, DTM Consulting mang \u0111\u1ebfn cho b\u1ea1n m\u1ed9t case study “kh\u00f4ng th\u00e0nh c\u00f4ng” v\u1ec1 khai th\u00e1c v\u00e0 s\u1eed d\u1ee5ng insight kh\u00e1ch h\u00e0ng<\/a> trong vi\u1ec7c qu\u1ea3ng b\u00e1 s\u1ea3n ph\u1ea9m c\u1ee7a Dove. Chi\u1ebfn d\u1ecbch s\u1ebd \u0111\u01b0\u1ee3c ph\u00e2n t\u00edch trong b\u00e0i l\u00e0\u00a0 m\u1ed9t ph\u1ea7n c\u1ee7a chi\u1ebfn d\u1ecbch “Real Beauty” c\u1ee7a Dove. Dove \u0111\u00e3 th\u1ef1c s\u1ef1 kh\u00e9o l\u00e9o khi khai th\u00e1c \u0111\u01b0\u1ee3c m\u1ed9t insight c\u1ee7a kh\u00e1ch h\u00e0ng nh\u01b0ng l\u1ea1i m\u1eafc ph\u1ea3i sai l\u1ea7m ch\u1ebft ng\u01b0\u1eddi \u0111\u00f3 l\u00e0 kh\u00f4ng th\u1eed nghi\u1ec7m s\u1ea3n ph\u1ea9m m\u1edbi tr\u01b0\u1edbc khi ph\u00e2n ph\u1ed1i h\u00e0ng lo\u1ea1t ra th\u1ecb tr\u01b0\u1eddng. \u0110i\u1ec1u n\u00e0y khi\u1ebfn cho chi\u1ebfn d\u1ecbch marketing c\u1ee7a h\u1ecd kh\u00f4ng th\u1ec3 th\u00e0nh c\u00f4ng nh\u01b0 mong \u0111\u1ee3i.<\/p>\n

M\u1ed9t Insight tuy\u1ec7t v\u1eddi<\/h2>\n

Th\u00f4ng qua nh\u1eefng nghi\u00ean c\u1ee9u v\u00e0 nh\u1eefng th\u00e0nh c\u00f4ng \u0111em l\u1ea1i trong vi\u1ec7c tri\u1ec3n khai chi\u1ebfn d\u1ecbch d\u1ef1a tr\u00ean insight kh\u00e1ch h\u00e0ng, Dove \u0111\u00e3 \u0111\u01b0a ra m\u1ed9t insight tuy\u1ec7t v\u1eddi cho chi\u1ebfn d\u1ecbch truy\u1ec1n th\u00f4ng c\u1ee7a h\u1ecd, Dove tin r\u1eb1ng:<\/p>\n

“M\u1ed7i ng\u01b0\u1eddi ph\u1ee5 n\u1eef l\u00e0 m\u1ed9t phi\u00ean b\u1ea3n kh\u00e1c nhau c\u1ee7a c\u00e1i \u0111\u1eb9p.”<\/em><\/strong><\/p>\n

\"\"<\/a><\/p><\/blockquote>\n

\u00c1p d\u1ee5ng Insight kh\u00e1ch h\u00e0ng cho chi\u1ebfn d\u1ecbch<\/h3>\n

L\u00e0 m\u1ed9t ph\u1ea7n c\u1ee7a chi\u1ebfn d\u1ecbch, m\u1ed9t c\u01a1 quan c\u1ee7a Real Dove Ogilvy London \u0111\u00e3 \u00e1p d\u1ee5ng s\u1ef1 kh\u00e1c bi\u1ec7t \u0111\u00f3 v\u00e0 thi\u1ebft k\u1ebf ra 6 phi\u00ean b\u1ea3n bao b\u00ec gi\u1edbi h\u1ea1n \u0111\u1ea1i di\u1ec7n cho s\u1ef1 \u0111a d\u1ea1ng c\u1ee7a c\u01a1 th\u1ec3 con ng\u01b0\u1eddi, gi\u1ed1ng nh\u01b0 ph\u1ee5 n\u1eef, c\u00f3 \u0111\u1ee7 h\u00ecnh d\u1ea1ng v\u00e0 k\u00edch c\u1ee1.<\/p>\n

\"Dove<\/p>\n

V\u1edbi m\u1ee5c \u0111\u00edch t\u00f4n vinh s\u1eafc \u0111\u1eb9p c\u1ee7a ng\u01b0\u1eddi ph\u1ee5 n\u1eef, nh\u1eefng chai n\u00e0y t\u1ea1o ra \u0111\u1ec3 ph\u1ea3n \u00e1nh h\u00ecnh d\u00e1ng c\u01a1 th\u1ec3 c\u1ee7a kh\u00e1ch h\u00e0ng, nh\u1eefng ng\u01b0\u1eddi s\u1ebd s\u1eed d\u1ee5ng s\u1ea3n ph\u1ea9m. Dove \u0111\u00e3 t\u1ea1o ra nh\u1eefng chai s\u1eefa t\u1eafm c\u00f3 \u0111\u1ee7 h\u00ecnh d\u1ea1ng v\u00e0 k\u00edch c\u1ee1 kh\u00e1c nhau nh\u01b0 m\u1ed9t l\u1eddi nh\u1eafc nh\u1edf r\u1eb1ng v\u1ebb \u0111\u1eb9p c\u1ee7a ph\u1ee5 n\u1eef r\u1ea5t \u0111a d\u1ea1ng, v\u00e0 c\u0169ng ch\u00ednh s\u1ef1 \u0111a d\u1ea1ng \u1ea5y l\u00e0 v\u1ebb \u0111\u1eb9p. Dove mu\u1ed1n truy\u1ec1n t\u1ea3i \u0111i th\u00f4ng \u0111i\u1ec7p r\u1eb1ng:<\/p>\n

“V\u1ebb \u0111\u1eb9p c\u00f3 \u1edf m\u1ecdi h\u00ecnh d\u00e1ng”<\/em><\/strong><\/p><\/blockquote>\n

Nh\u1eefng t\u00edn hi\u1ec7u \u0111\u1ea7u ti\u00ean t\u1eeb “insight sai l\u1ea7m”<\/h2>\n

Nh\u1eefng th\u00f4ng \u0111i\u1ec7p v\u1ec1 v\u1ebb \u0111\u1eb9p \u0111a d\u1ea1ng \u0111\u00e3 t\u1eebng \u0111\u01b0\u1ee3c ng\u01b0\u1eddi ti\u00eau d\u00f9ng \u0111\u00f3n nh\u1eadn, v\u00e0 Dove c\u0169ng th\u1ef1c s\u1ef1 tin r\u1eb1ng chi\u1ebfn d\u1ecbch c\u1ee7a h\u1ecd gi\u00fap ph\u1ee5 n\u1eef t\u1ef1 tin h\u01a1n v\u1edbi nh\u1eefng g\u00ec ri\u00eang c\u00f3 c\u1ee7a b\u1ea3n th\u00e2n. Dove \u0111\u00e3 t\u1ea1o ra nh\u1eefng chai s\u1eefa t\u1eafm v\u1edbi h\u00ecnh d\u00e1ng kh\u00e1c nhau \u1ea9n d\u1ee5 cho d\u00e1ng v\u00f3c c\u1ee7a ng\u01b0\u1eddi ph\u1ee5 n\u1eef.<\/p>\n

V\u00e0 nh\u1eefng g\u00ec h\u1ecd nh\u1eadn \u0111\u01b0\u1ee3c l\u00e0 s\u1ef1 ch\u1ec9 tr\u00edch r\u1ed9ng r\u00e3i, nhi\u1ec1u ng\u01b0\u1eddi c\u1ea3m th\u1ea5y b\u1ed1i r\u1ed1i v\u00e0 nhi\u1ec1u ng\u01b0\u1eddi kh\u00e1c c\u1ea3m th\u1ea5y th\u1ef1c s\u1ef1 b\u1ecb x\u00fac ph\u1ea1m. Chi\u1ebfn d\u1ecbch c\u1ee7a Dove t\u1eadp trung v\u00e0o s\u1ef1 t\u00edch c\u1ef1c c\u1ee7a c\u01a1 th\u1ec3, h\u1ecd l\u00e0m nh\u1eefng chi\u1ebfc chai v\u1edbi h\u00ecnh d\u00e1ng c\u1ee7a con ng\u01b0\u1eddi v\u00e0 mong \u0111\u1ee3i ng\u01b0\u1eddi ti\u00eau d\u00f9ng th\u00edch nh\u1eefng s\u1ea3n ph\u1ea9m nh\u01b0 v\u1eady v\u00e0 hy v\u1ecdng \u0111i\u1ec1u n\u00e0y gi\u00fap h\u1ecd b\u00e1n \u0111\u01b0\u1ee3c nhi\u1ec1u s\u1ea3n ph\u1ea9m h\u01a1n. Nh\u01b0ng theo Cools (2017), vi\u1ec7c so s\u00e1nh c\u01a1 th\u1ec3 ng\u01b0\u1eddi ph\u1ee5 n\u1eef v\u1edbi chai x\u00e0 ph\u00f2ng b\u1eb1ng nh\u1ef1a l\u00e0 kh\u00f4ng ph\u00f9 h\u1ee3p \u0111\u1ed1i v\u1edbi nhi\u1ec1u ng\u01b0\u1eddi ti\u00eau d\u00f9ng.<\/p>\n


\n\"\"<\/a><\/p>\n

Xem th\u00eam: [Case Study] Kodak \u2013 Ph\u00e1 s\u1ea3n v\u00ec b\u1ecf qua insight kh\u00e1ch h\u00e0ng<\/a><\/p>\n

Nh\u1eefng \u0111\u00e1nh gi\u00e1 t\u1eeb b\u00ean ngo\u00e0i<\/h3>\n

C\u00e1c nh\u00e0 ph\u00ea b\u00ecnh \u0111\u00e1nh gi\u00e1 r\u1eb1ng vi\u1ec7c ph\u00e2n lo\u1ea1i ph\u1ee5 n\u1eef theo c\u01a1 th\u1ec3 c\u1ee7a h\u1ecd l\u00e0 kh\u00f4ng ph\u00f9 h\u1ee3p. Ch\u00ednh v\u00ec s\u1ef1 ph\u00e2n lo\u1ea1i n\u00e0y, nhi\u1ec1u ng\u01b0\u1eddi ti\u00eau d\u00f9ng c\u1ea3m th\u1ea5y m\u00ecnh b\u1ecb x\u00fac ph\u1ea1m, vi\u1ec7c mua s\u1ea3n ph\u1ea9m theo h\u00ecnh d\u00e1ng c\u01a1 th\u1ec3 l\u00e0 m\u1ed9t s\u1ef1 l\u1ed1 b\u1ecbch, nh\u1ea5t l\u00e0 khi mua nh\u1eefng chai s\u1eefa l\u1eafm v\u1edbi c\u01a1 th\u1ec3 kh\u00f4ng ch\u00e2n, kh\u00f4ng tay.<\/p>\n

Vi\u1ec7c khai th\u00e1c h\u00ecnh d\u00e1ng c\u01a1 th\u1ec3 con ng\u01b0\u1eddi v\u00e0o chi\u1ebfn d\u1ecbch truy\u1ec1n th\u00f4ng c\u00f3 v\u1ebb nh\u01b0 kh\u00f4ng ph\u1ea3i l\u00e0 m\u1ed9t \u0111i\u1ec1u th\u00f4ng minh, \u0111\u00e2y r\u00f5 r\u00e0ng l\u00e0 m\u1ed9t y\u1ebfu t\u1ed1 nh\u1ea1y c\u1ea3m \u0111\u1ec3 t\u00e1c \u0111\u1ed9ng \u0111\u1ebfn. \u0110\u1ed1i v\u1edbi nh\u1eefng ng\u01b0\u1eddi \u0111ang t\u1ef1 ti v\u1edbi c\u01a1 th\u1ec3 c\u1ee7a m\u00ecnh th\u00ec tr\u1ea3i nghi\u1ec7m mua h\u00e0ng \u0111\u1ed1i v\u1edbi s\u1ea3n ph\u1ea9m n\u00e0y ch\u1eafc h\u1eb3n kh\u00f4ng ph\u1ea3i l\u00e0 m\u1ed9t tr\u1ea3i nghi\u1ec7m vui v\u1ebb. Dove \u0111ang khuy\u1ebfn kh\u00edch m\u1ed9t ng\u01b0\u1eddi c\u00f3 th\u00e2n h\u00ecnh m\u1eadp m\u1ea1p mua s\u1ea3n ph\u1ea9m v\u1edbi h\u00ecnh d\u00e1ng m\u1eadp m\u1ea1p, ch\u00ednh l\u00e0 c\u00e1i th\u1ee9 m\u00e0 h\u1ecd kh\u00f4ng mu\u1ed1n nh\u1eafc \u0111\u1ebfn hay th\u1eadm ch\u00ed l\u00e0 \u0111\u1ed1i m\u1eb7t.<\/p>\n

Tr\u00ean c\u00e1c m\u1ea1ng x\u00e3 h\u1ed9i, chi\u1ebfn d\u1ecbch n\u00e0y b\u1ecb ch\u1ec9 tr\u00edch r\u1ed9ng r\u00e3i, \u0111\u00e2y c\u0169ng l\u00e0 m\u1ed9t sai l\u1ea7m hi\u1ebfm hoi trong su\u1ed1t 15 n\u0103m th\u1ef1c hi\u1ec7n truy\u1ec1n th\u00f4ng v\u1edbi th\u00f4ng \u0111i\u1ec7p “Real Beauty”.<\/p>\n

\"\"<\/a><\/p>\n

 <\/p>\n

B\u00e0i vi\u1ebft li\u00ean quan: [B\u00c1O C\u00c1O] S\u1ef1 m\u00e2u thu\u1eabn gi\u1eefa Ng\u01b0\u1eddi ti\u00eau d\u00f9ng, Tr\u1ea3i nghi\u1ec7m c\u00e1 nh\u00e2n h\u00f3a v\u00e0 B\u1ea3o m\u1eadt d\u1eef li\u1ec7u<\/a><\/strong><\/p>\n

\u1ea2nh h\u01b0\u1edfng th\u1ef1c t\u1ebf<\/h3>\n

D\u00f9 b\u1ecb ch\u1ec9 tr\u00edch n\u1eb7ng n\u1ec1 tr\u00ean m\u1ea1ng x\u00e3 h\u1ed9i, nh\u01b0ng kh\u00f4ng ph\u1ea3i th\u1ea5t b\u1ea1i n\u00e0o tr\u00ean m\u1ea1ng x\u00e3 h\u1ed9i c\u0169ng s\u1ebd \u1ea3nh h\u01b0\u1edfng tr\u1ef1c ti\u1ebfp t\u1edbi vi\u1ec7c kinh doanh th\u1ef1c t\u1ebf. Cu\u1ed9c kh\u1ea3o s\u00e1t c\u1ee7a Morning Consulting v\u1edbi h\u01a1n 2200 ng\u01b0\u1eddi M\u1ef9 cho th\u1ea5y r\u1eb1ng d\u01b0\u1eddng nh\u01b0 kh\u00f4ng c\u00f3 thi\u1ec7t h\u1ea1i n\u00e0o \u0111\u1ed1i v\u1edbi h\u00ecnh \u1ea3nh c\u1ee7a Dove trong th\u1ef1c t\u1ebf. Theo AdAge, 71% nh\u1eefng ng\u01b0\u1eddi \u0111\u01b0\u1ee3c h\u1ecfi cho bi\u1ebft r\u1eb1ng h\u1ecd v\u1eabn c\u00f3 kh\u1ea3 n\u0103ng mua s\u1ea3n ph\u1ea9m c\u1ee7a Dove.<\/p>\n

Nh\u01b0ng d\u00f9 sao, Dove v\u1eabn d\u1ee1 nh\u1eefng chai Real Beauty n\u00e0y ra kh\u1ecfi c\u00e1c k\u1ec7 h\u00e0ng. L\u00fd do l\u00e0 v\u00ec nh\u1eefng ph\u1ea3n h\u1ed3i qu\u00e1 ti\u00eau c\u1ef1c hay \u0111\u01a1n thu\u1ea7n l\u00e0 k\u1ebft th\u00fac chi\u1ebfn d\u1ecbch th\u00ec c\u0169ng kh\u00f4ng ai bi\u1ebft.<\/p>\n

>> Xem th\u00eam: Concept Testing Methods \u2013 Ph\u01b0\u01a1ng ph\u00e1p test concept s\u1ea3n ph\u1ea9m<\/a><\/strong><\/p>\n

M\u1ed9t b\u00e0i h\u1ecdc v\u1ec1 vi\u1ec7c \u00e1p d\u1ee5ng Insight v\u00e0o th\u1ef1c ti\u1ec5n<\/h2>\n

Dove th\u1ef1c s\u1ef1 \u0111\u00e3 t\u00ecm ra m\u1ed9t insight s\u00e2u s\u1eafc v\u00e0 c\u00f3 gi\u00e1 tr\u1ecb. Nh\u01b0ng d\u01b0\u1eddng nh\u01b0 \u0111i\u1ec1u \u0111\u00f3 \u0111\u00e3 l\u00e0m h\u1ecd tr\u1edf n\u00ean qu\u00e1 t\u1ef1 tin \u0111\u1ebfn n\u1ed7i tr\u1ef1c ti\u1ebfp \u00e1p d\u1ee5ng n\u00f3 cho s\u1ea3n ph\u1ea9m c\u1ee7a m\u00ecnh th\u00f4ng qua m\u1ed9t y\u1ebfu t\u1ed1 nh\u1ea1y c\u1ea3m, d\u00e1ng v\u00f3c con ng\u01b0\u1eddi.<\/p>\n

Kh\u00f4ng ai bi\u1ebft r\u1eb1ng Dove \u0111\u00e3 suy x\u00e9t k\u1ef9 l\u01b0\u1ee1ng th\u1ebf n\u00e0o tr\u01b0\u1edbc khi th\u1ef1c hi\u1ec7n \u0111i\u1ec1u n\u00e0y. Nh\u01b0ng c\u00f3 v\u1ebb r\u1eb1ng h\u1ecd ch\u01b0a th\u1ef1c hi\u1ec7n test concept s\u1ea3n ph\u1ea9m tr\u01b0\u1edbc khi ra m\u1eaft.<\/p>\n

Vi\u1ec7c test concept s\u1ea3n ph\u1ea9m c\u00f3 th\u1ec3 \u0111\u01b0\u1ee3c th\u1ef1c hi\u1ec7n b\u1eb1ng nhi\u1ec1u c\u00e1ch kh\u00e1c nhau, nh\u01b0ng l\u1ee3i \u00edch chung m\u00e0 n\u00f3 c\u00f3 th\u1ec3 \u0111em l\u1ea1i l\u00e0 \u0111\u00e1nh gi\u00e1 xem ng\u01b0\u1eddi ti\u00eau d\u00f9ng ph\u1ea3n \u1ee9ng th\u1ebf n\u00e0o v\u1edbi s\u1ea3n ph\u1ea9m \u0111\u00f3. Nhi\u1ec1u \u00fd t\u01b0\u1edfng th\u1ef1c s\u1ef1 s\u00e1ng t\u1ea1o, m\u1edbi m\u1ebb v\u00e0 tuy\u1ec7t v\u1eddi nh\u01b0ng \u0111i\u1ec1u \u0111\u00f3 kh\u00f4ng \u0111\u1ed3ng ngh\u0129a v\u1edbi vi\u1ec7c ng\u01b0\u1eddi ti\u00eau d\u00f9ng s\u1ebd y\u00eau th\u00edch n\u00f3. Test concept s\u1ea3n ph\u1ea9m s\u1ebd gi\u00fap \u0111\u00e1nh gi\u00e1 s\u01a1 b\u1ed9 v\u1ec1 \u00fd t\u01b0\u1edfng, lo\u1ea1i b\u1ecf nh\u1eefng \u00fd t\u01b0\u1edfng kh\u00f4ng t\u1ed1t, nguy hi\u1ec3m hay c\u00f3 th\u1ec3 mang l\u1ea1i hi\u1ec7u \u1ee9ng ti\u00eau c\u1ef1c v\u1edbi s\u1ea3n ph\u1ea9m, th\u01b0\u01a1ng hi\u1ec7u.<\/p>\n

N\u1ebfu nh\u01b0 doanh nghi\u1ec7p b\u1ea1n mu\u1ed1n t\u00ecm hi\u1ec3u insight kh\u00e1ch h\u00e0ng v\u00e0 nh\u1eadn \u0111\u01b0\u1ee3c nh\u1eefng t\u01b0 v\u1ea5n marketing t\u1eeb c\u00e1c chuy\u00ean gia \u0111\u1ec3 tr\u00e1nh nh\u1eefng sai l\u1ea7m kh\u00f4ng \u0111\u00e1ng c\u00f3 trong th\u1ef1c hi\u1ec7n chi\u1ebfn d\u1ecbch marketing, b\u1ea1n c\u00f3 th\u1ec3 li\u00ean h\u1ec7 v\u1edbi ch\u00fang t\u00f4i<\/a> v\u00e0 tham kh\u1ea3o nh\u1eefng d\u1ecbch v\u1ee5 v\u1ec1 nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng<\/a>, ph\u00e2n t\u00edch d\u1eef li\u1ec7u<\/a> and t\u01b0 v\u1ea5n marketing<\/a>.<\/p>\n

\"\"<\/a><\/p>\n

C\u00e1 nh\u00e2n h\u00f3a kh\u00e1ch h\u00e0ng – Lu\u00f4n l\u00e0 n\u01b0\u1edbc c\u1edd kh\u00f4n ngoan?<\/h2>\n

C\u0169ng c\u1ea7n nh\u00ecn l\u1ea1i chi\u1ebfn d\u1ecbch c\u1ee7a Dove m\u1ed9t ch\u00fat khi thi\u1ebft k\u1ebf s\u1ea3n ph\u1ea9m c\u1ee7a h\u1ecd li\u00ean quan ch\u1eb7t ch\u1ebd \u0111\u1ebfn v\u00f3c d\u00e1ng c\u01a1 th\u1ec3 c\u1ee7a ng\u01b0\u1eddi ph\u1ee5 n\u1eef, c\u00f3 th\u1ec3 hi\u1ec3u r\u1eb1ng \u0111\u00e2y l\u00e0 n\u1ed7 l\u1ef1c c\u1ee7a Dove trong vi\u1ec7c c\u00e1 nh\u00e2n h\u00f3a s\u1ea3n ph\u1ea9m, \u0111\u1ec3 ph\u00e2n bi\u1ec7t s\u1ea3n ph\u1ea9m n\u00e0y v\u1edbi nh\u1eefng s\u1ea3n ph\u1ea9m th\u00f4ng th\u01b0\u1eddng kh\u00e1c. Nh\u01b0ng d\u00f9 sao vi\u1ec7c c\u00e1 nh\u00e2n h\u00f3a kh\u00e1ch h\u00e0ng th\u00f4ng qua v\u00f3c d\u00e1ng c\u01a1 th\u1ec3 c\u00f3 v\u1ebb nh\u01b0 kh\u00f4ng ph\u1ea3i l\u00e0 m\u1ed9t n\u01b0\u1edbc \u0111i h\u1ee3p l\u00fd.<\/p>\n

Thay v\u00ec \u0111i\u1ec1u n\u00e0y, Dove \u0111\u00e3 l\u00e0m t\u1ed1t h\u01a1n trong vi\u1ec7c c\u00e1 nh\u00e2n h\u00f3a s\u1ea3n ph\u1ea9m b\u1eb1ng vi\u1ec7c nh\u1ea5n m\u1ea1nh c\u00e1c ch\u1ee9c n\u0103ng c\u1ee7a s\u1ea3n ph\u1ea9m thay v\u00ec h\u00ecnh d\u1ea1ng c\u1ee7a n\u00f3. Dove t\u1eadp trung v\u00e0o th\u1ef1c t\u1ebf r\u1eb1ng ng\u01b0\u1eddi ti\u00eau d\u00f9ng c\u00f3 nhi\u1ec1u lo\u1ea1i t\u00f3c v\u00e0 da kh\u00e1c nhau. Do \u0111\u00f3, h\u1ecd t\u1eadp trung cho vi\u1ec7c truy\u1ec1n th\u00f4ng c\u00e1c s\u1ea3n ph\u1ea9m danh cho da kh\u00f4, da d\u1ea7u, t\u00f3c kh\u00f4,… Nh\u1eefng thay \u0111\u1ed5i n\u00e0y gi\u00fap cho ng\u01b0\u1eddi ph\u1ee5 n\u1eef c\u1ea3m th\u1ea5y r\u1eb1ng c\u00f4 \u1ea5y \u0111ang mua s\u1ea3n ph\u1ea9m \u0111\u01b0\u1ee3c c\u00e1 nh\u00e2n h\u00f3a theo nhu c\u1ea7u c\u1ee7a m\u00ecnh, h\u01a1n l\u00e0 vi\u1ec7c c\u00e1 nh\u00e2n h\u00f3a theo v\u00f3c d\u00e1ng c\u01a1 th\u1ec3 c\u1ee7a c\u00f4.<\/p>\n

C\u00e1 nh\u00e2n h\u00f3a kh\u00e1ch h\u00e0ng l\u00e0 m\u1ed9t chi\u1ebfn l\u01b0\u1ee3c marketing<\/a> kh\u00f4n ngoan. Nh\u01b0ng c\u00e1 nh\u00e2n h\u00f3a kh\u00e1ch h\u00e0ng th\u1ebf n\u00e0o cho \u0111\u00fang v\u00e0 t\u0103ng tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng c\u0169ng l\u00e0 m\u1ed9t vi\u1ec7c quan tr\u1ecdng kh\u00f4ng k\u00e9m. V\u1edbi m\u1ed7i quy\u1ebft \u0111\u1ecbnh marketing, \u0111\u1eb7c bi\u1ec7t l\u00e0 nh\u1eefng quy\u1ebft \u0111\u1ecbnh v\u1ec1 s\u1ea3n ph\u1ea9m nh\u01b0 thay \u0111\u1ed5i bao b\u00ec, gi\u00e1,… th\u00ec doanh nghi\u1ec7p n\u00ean th\u1ef1c hi\u1ec7n th\u1eed nghi\u1ec7m tr\u01b0\u1edbc khi ch\u00ednh th\u1ee9c \u0111\u01b0a n\u00f3 ra th\u1ecb tr\u01b0\u1eddng.<\/p>\n

Dove l\u00e0 m\u1ed9t t\u1eadp \u0111o\u00e0n \u0111a qu\u1ed1c gia, vi\u1ec7c t\u1ed5n th\u1ea5t khi th\u1ea5t b\u1ea1i t\u1eeb m\u1ed9t v\u00e0i s\u1ea3n ph\u1ea9m c\u00f3 l\u1ebd l\u00e0 kh\u00f4ng \u1ea3nh h\u01b0\u1edfng \u0111\u1ebfn t\u00e0i ch\u00ednh v\u00e0 v\u1ea5n \u0111\u1ec1 v\u1eadn h\u00e0nh c\u1ee7a c\u00f4ng ty. Tuy nhi\u00ean, v\u1edbi nh\u1eefng doanh nghi\u1ec7p v\u1eeba v\u00e0 nh\u1ecf (SMEs), startups ch\u1ec9 c\u00f3 m\u1ed9t s\u1ea3n ph\u1ea9m (h\u00e0ng h\u00f3a\/d\u1ecbch v\u1ee5) khi ra m\u1eaft th\u1ecb tr\u01b0\u1eddng vi\u1ec7c th\u1ea5t b\u1ea1i hay m\u1ea5t \u0111i c\u01a1 h\u1ed9i th\u1ecb tr\u01b0\u1eddng quy\u1ebft \u0111\u1ecbnh v\u1ea5n \u0111\u1ec1 s\u1ed1ng c\u00f2n c\u1ee7a c\u00e1c doanh nghi\u1ec7p khi v\u00e0o th\u1ecb tr\u01b0\u1eddng. V\u1eady n\u00ean nh\u1eefng s\u1ef1 chu\u1ea9n b\u1ecb v\u00e0 t\u00ednh to\u00e1n k\u1ef9 l\u01b0\u1ee1ng l\u00e0 \u0111i\u1ec1u v\u00f4 c\u00f9ng quan tr\u1ecdng cho m\u1ecdi doanh nghi\u1ec7p nh\u1ea5t l\u00e0 nh\u1eefng doanh nghi\u1ec7p c\u00f3 ngu\u1ed3n l\u1ef1c h\u1ea1n ch\u1ebf.<\/p>\n

Xem th\u00eam:\u00a0 H\u01b0\u1edbng d\u1eabn Kh\u1ea3o s\u00e1t tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng \u2013 M\u1eabu b\u1ea3ng c\u00e2u h\u1ecfi kh\u1ea3o s\u00e1t<\/a><\/strong><\/p>\n

\"\"<\/a><\/p>\n

DTM Consulting t\u1ed5ng h\u1ee3p v\u00e0 bi\u00ean d\u1ecbch<\/p>","protected":false},"excerpt":{"rendered":"

N\u1ebfu l\u00e0 m\u1ed9t marketer th\u1ef1c th\u1ee5 ch\u1eafc h\u1eb3n b\u1ea1n kh\u00f4ng c\u00f2n xa l\u1ea1 g\u00ec v\u1edbi Case Study “th\u1ebf k\u1ef7” khi khai th\u00e1c insight kh\u00e1ch h\u00e0ng – chi\u1ebfn d\u1ecbch “Real Beauty” c\u1ee7a Dove t\u1eeb n\u0103m 2004, chi\u1ebfn d\u1ecbch n\u00e0y \u0111\u01b0\u1ee3c chia th\u00e0nh nhi\u1ec1u giai \u0111o\u1ea1n kh\u00e1c nhau, tri\u1ec3n khai tr\u00ean to\u00e0n th\u1ebf gi\u1edbi, nh\u1eadn \u0111\u01b0\u1ee3c v\u00f4 […]<\/p>","protected":false},"author":4,"featured_media":17535,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false,"footnotes":""},"categories":[128,74,125],"tags":[654,670],"class_list":["post-11223","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-chia-se-kien-thuc","category-blog","category-viet-nam-insights","tag-case-study","tag-truong-hop-thuc-tien",""],"_links":{"self":[{"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/posts\/11223","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/users\/4"}],"replies":[{"embeddable":true,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/comments?post=11223"}],"version-history":[{"count":12,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/posts\/11223\/revisions"}],"predecessor-version":[{"id":17536,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/posts\/11223\/revisions\/17536"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/media\/17535"}],"wp:attachment":[{"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/media?parent=11223"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/categories?post=11223"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/tags?post=11223"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}