{"id":12781,"date":"2021-02-19T17:37:06","date_gmt":"2021-02-19T10:37:06","guid":{"rendered":"https:\/\/dtmconsulting.vn\/?p=12781"},"modified":"2021-05-10T10:38:44","modified_gmt":"2021-05-10T03:38:44","slug":"ke-hoach-dua-san-pham-moi-ra-thi-truong","status":"publish","type":"post","link":"https:\/\/dtmconsulting.vn\/en\/ke-hoach-dua-san-pham-moi-ra-thi-truong\/","title":{"rendered":"K\u1ebf ho\u1ea1ch \u0111\u01b0a s\u1ea3n ph\u1ea9m m\u1edbi ra th\u1ecb tr\u01b0\u1eddng th\u00e0nh c\u00f4ng cho m\u1ecdi doanh nghi\u1ec7p – G\u1ee3i \u00fd k\u1ebf ho\u1ea1ch m\u1eabu PDF"},"content":{"rendered":"

Theo\u00a0Tr\u01b0\u1eddng Kinh doanh Harvard<\/a>, trong s\u1ed1 kho\u1ea3ng 30.000 s\u1ea3n ph\u1ea9m m\u1edbi ra m\u1eaft m\u1ed7i n\u0103m, kho\u1ea3ng 95% th\u1ea5t b\u1ea1i. T\u1ea5t nhi\u00ean, t\u1ef7 l\u1ec7 s\u1ea3n ph\u1ea9m th\u1ea5t b\u1ea1i s\u1ebd kh\u00e1c nhau t\u00f9y v\u00e0o t\u1eebng ng\u00e0nh\u2014 v\u00ed d\u1ee5, c\u00e1c s\u1ea3n ph\u1ea9m ti\u00eau d\u00f9ng nhanh\u00a0th\u1ea5t b\u1ea1i v\u1edbi t\u1ef7 l\u1ec7 70-80%<\/a>. Cho d\u00f9 nh\u01b0 c\u00f3 cao h\u01a1n th\u00ec trung b\u00ecnh, khi doanh nghi\u1ec7p tung ra th\u1ecb tr\u01b0\u1eddng m\u1ed9t s\u1ea3n ph\u1ea9m m\u1edbi, t\u1ef7 l\u1ec7 th\u00e0nh c\u00f4ng ch\u1ec9 t\u1eeb 1-25%. <\/strong><\/p>\n

V\u1eady n\u00ean, vi\u1ec7c ra m\u1eaft m\u1ed9t s\u1ea3n ph\u1ea9m ho\u1eb7c t\u00ednh n\u0103ng m\u1edbi l\u00e0 th\u1eddi \u0111i\u1ec3m quan tr\u1ecdng v\u00e0 c\u0103ng th\u1eb3ng cho m\u1ecdi doanh nghi\u1ec7p, nh\u1ea5t l\u00e0 nh\u1eefng doanh nghi\u1ec7p nh\u1ecf, ch\u1ec9 c\u00f3 1-2 d\u00f2ng s\u1ea3n ph\u1ea9m. S\u1ea3n ph\u1ea9m th\u00e0nh c\u00f4ng hay th\u1ea5t b\u1ea1i s\u1ebd quy\u1ebft \u0111\u1ecbnh s\u1ed1ng c\u00f2n c\u1ee7a doanh nghi\u1ec7p. Cho d\u00f9 \u0111\u00f3 l\u00e0 s\u1ea3n ph\u1ea9m \u0111\u1ea7u ti\u00ean m\u00e0 doanh nghi\u1ec7p \u0111\u01b0a ra, hay c\u00e1i ti\u1ebfn cho m\u1ed9t d\u00f2ng s\u1ea3n ph\u1ea9m \u0111\u00e3 c\u00f3 s\u1eb5n th\u00ec vi\u1ec7c doanh nghi\u1ec7p c\u1ea7n ph\u1ea3i l\u00e0m \u0111\u00f3 l\u00e0 c\u00f3 cho m\u00ecnh m\u1ed9t k\u1ebf ho\u1ea1ch \u0111\u01b0a s\u1ea3n ph\u1ea9m m\u1edbi ra th\u1ecb tr\u01b0\u1eddng chi ti\u1ebft v\u00e0 hi\u1ec7u qu\u1ea3.<\/p>\n

Tuy nhi\u00ean, tr\u01b0\u1edbc khi gi\u1edbi thi\u1ec7u, ra m\u1eaft s\u1ea3n ph\u1ea9m v\u1edbi kh\u00e1ch h\u00e0ng, c\u00f3 m\u1ed9t s\u1ed1 \u0111i\u1ec1u m\u00e0 m\u1ecdi c\u00f4ng ty c\u1ea7n l\u00e0m \u0111\u1ec3 chu\u1ea9n b\u1ecb k\u1ef9 c\u00e0ng ph\u00f2ng c\u00e1c tr\u01b0\u1eddng h\u1ee3p r\u1ee7i ro d\u1eabn \u0111\u1ebfn th\u1ea5t b\u1ea1i.<\/p>\n

C\u00f9ng c\u00e1c chuy\u00ean gia c\u1ee7a DTM Consulting t\u00ecm hi\u1ec3u nguy\u00ean nh\u00e2n v\u00e0 c\u00e1ch gi\u1ea3i quy\u1ebft cho nh\u1eefng v\u1ea5n \u0111\u1ec1 c\u00f3 th\u1ec3 d\u1eabn \u0111\u1ebfn th\u1ea5t b\u1ea1i cho s\u1ea3n ph\u1ea9m trong b\u00e0i vi\u1ebft n\u00e0y!<\/strong><\/p>\n

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T\u1ea1i sao nhi\u1ec1u s\u1ea3n ph\u1ea9m m\u1edbi ra th\u1ecb tr\u01b0\u1eddng l\u1ea1i th\u1ea5t b\u1ea1i?<\/h2>\n

C\u00e1c s\u1ea3n ph\u1ea9m m\u1edbi kh\u00f4ng th\u00e0nh c\u00f4ng v\u00ec nhi\u1ec1u l\u00fd do, nh\u01b0ng l\u00fd do s\u1ed1 m\u1ed9t, theo\u00a0Harvard Business Review<\/a>\u00a0(HBR), l\u00e0 c\u00e1c c\u00f4ng ty tr\u1edf n\u00ean qu\u00e1 m\u1ea3i m\u00ea v\u1edbi c\u00e1c s\u1eafc th\u00e1i c\u1ee7a thi\u1ebft k\u1ebf m\u00e0 h\u1ecd kh\u00f4ng chu\u1ea9n b\u1ecb \u0111\u1ea7y \u0111\u1ee7 \u0111\u1ec3 tung ra th\u1ecb tr\u01b0\u1eddng:<\/p>\n

C\u00e1c doanh nghi\u1ec7p qu\u00e1 t\u1eadp trung v\u00e0o c\u00e1c y\u1ebfu t\u1ed1 k\u1ef9 thu\u1eadt, thi\u1ebft k\u1ebf, bao b\u00ec… thay v\u00ec quan t\u00e2m \u0111\u1ebfn nhu c\u1ea7u th\u1ecb tr\u01b0\u1eddng, mong mu\u1ed1n c\u1ee7a kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau.<\/strong><\/span><\/i><\/p><\/blockquote>\n

V\u1ea5n \u0111\u1ec1 n\u00e0y ch\u00fang t\u00f4i \u0111\u00e3 g\u1eb7p \u1edf r\u1ea5t nhi\u1ec1u doanh nghi\u1ec7p, \u0111\u1eb7c bi\u1ec7t l\u00e0 c\u00e1c doanh nghi\u1ec7p s\u1ea3n xu\u1ea5t v\u00e0 kinh doanh trong c\u00e1c ng\u00e0nh c\u1ea7n chuy\u00ean m\u00f4n cao nh\u01b0 th\u1ef1c ph\u1ea9m, m\u1ef9 ph\u1ea9m, th\u1ef1c ph\u1ea9m b\u1ed5 sung, c\u00f4ng ngh\u1ec7,….<\/p>\n

T\u1ea5t nhi\u00ean, vi\u1ec7c th\u1ea5t b\u1ea1i trong vi\u1ec7c \u0111i\u1ec1u h\u00e0nh v\u00e0 tri\u1ec3n khai c\u00e1c chi\u1ebfn l\u01b0\u1ee3c marketing hi\u1ec7u qu\u1ea3 kh\u00f4ng ph\u1ea3i l\u00e0 l\u00fd do duy nh\u1ea5t khi\u1ebfn qu\u00e1 nhi\u1ec1u s\u1ea3n ph\u1ea9m m\u1edbi tr\u1edf th\u00e0nh \u0111\u1ed1ng tro t\u00e0n c\u1ee7a l\u1ecbch s\u1eed. Theo The Business Journals<\/a> , c\u00f3 r\u1ea5t nhi\u1ec1u l\u00fd do ch\u1ee7 quan kh\u00e1c<\/p>\n

Kh\u00f4ng x\u00e1c \u0111\u1ecbnh r\u00f5 r\u00e0ng \u0111\u1ed1i t\u01b0\u1ee3ng m\u1ee5c ti\u00eau cho s\u1ea3n ph\u1ea9m<\/strong><\/h3>\n

Nhi\u1ec1u doanh nghi\u1ec7p kh\u00f4ng x\u00e1c \u0111\u1ecbnh \u0111\u01b0\u1ee3c kh\u00e1ch h\u00e0ng c\u00f3 nhi\u1ec1u kh\u1ea3 n\u0103ng mua s\u1ea3n ph\u1ea9m c\u1ee7a h\u1ecd nh\u1ea5t.\u00a0L\u00e0m nh\u01b0 v\u1eady c\u00f3 ngh\u0129a l\u00e0 nh\u1eafm m\u1ee5c ti\u00eau c\u1ea9n th\u1eadn, ph\u00e2n kh\u00fac th\u1ecb tr\u01b0\u1eddng hi\u1ec7u qu\u1ea3 v\u00e0 t\u1ea1o ra c\u00e1 t\u00ednh ng\u01b0\u1eddi mua chi ti\u1ebft.<\/p>\n

Kh\u00f4ng tinh ch\u1ec9nh \u0111\u1ec1 xu\u1ea5t gi\u00e1 tr\u1ecb (Value proposition)<\/a><\/strong><\/h3>\n

M\u1ecdi doanh nghi\u1ec7p mu\u1ed1n thu h\u00fat s\u1ef1 quan t\u00e2m c\u1ee7a kh\u00e1ch h\u00e0ng \u0111\u1ec1u c\u1ea7n c\u00f3 \u0111\u1ec1 xu\u1ea5t gi\u00e1 tr\u1ecb r\u00f5 r\u00e0ng, nh\u01b0ng l\u1eddi h\u1ee9a \u0111\u00f3 \u0111\u1ed1i v\u1edbi ng\u01b0\u1eddi ti\u00eau d\u00f9ng s\u1ebd thay \u0111\u1ed5i \u0111\u00f4i ch\u00fat d\u1ef1a tr\u00ean \u0111\u1ed1i t\u01b0\u1ee3ng m\u1ee5c ti\u00eau cho s\u1ea3n ph\u1ea9m.<\/p>\n

V\u00ed d\u1ee5: \u0111\u1ec1 xu\u1ea5t gi\u00e1 tr\u1ecb d\u1ef1a tr\u00ean s\u1ea3n ph\u1ea9m ph\u1ea3i ch\u1ee9ng minh m\u1ed9t s\u1ea3n ph\u1ea9m m\u1edbi v\u01b0\u1ee3t tr\u1ed9i nh\u01b0 th\u1ebf n\u00e0o so v\u1edbi c\u00e1c s\u1ea3n ph\u1ea9m t\u01b0\u01a1ng t\u1ef1 do \u0111\u1ed1i th\u1ee7 cung c\u1ea5p.<\/p>\n

Kh\u00f4ng thi\u1ebft l\u1eadp c\u00e1c ch\u1ec9 s\u1ed1 hi\u1ec7u su\u1ea5t ch\u00ednh (KPI) ph\u00f9 h\u1ee3p, th\u1ef1c t\u1ebf v\u00e0 c\u00f3 th\u1ec3 \u0111o l\u01b0\u1eddng \u0111\u01b0\u1ee3c<\/strong><\/h3>\n

\u0110\u00e2y c\u00f3 l\u1ebd l\u00e0 t\u00e1c h\u1ea1i l\u1edbn nh\u1ea5t c\u1ee7a nh\u1eefng sai l\u1ea7m khi ra m\u1eaft s\u1ea3n ph\u1ea9m.\u00a0\u0110\u1ec3 t\u0103ng t\u1ef7 l\u1ec7 th\u00e0nh c\u00f4ng, c\u00e1c doanh nghi\u1ec7p c\u1ea7n li\u1ec7t k\u00ea c\u00e1c\u00a0m\u1ee5c ti\u00eau\u00a0r\u00f5 r\u00e0ng,\u00a0th\u1ef1c t\u1ebf v\u00e0 c\u00f3 th\u1ec3 \u0111o l\u01b0\u1eddng \u0111\u01b0\u1ee3c\u00a0cho nh\u1eefng th\u1ee9 nh\u01b0 doanh thu, \u0111i\u1ec3m gi\u00e1, t\u1ed5ng doanh s\u1ed1 b\u00e1n h\u00e0ng c\u1ea7n thi\u1ebft \u0111\u1ec3 \u0111\u1ea1t \u0111\u01b0\u1ee3c m\u1ee5c ti\u00eau doanh thu, s\u1ed1 l\u01b0\u1ee3ng kh\u00e1ch h\u00e0ng ti\u1ec1m n\u0103ng c\u1ea7n thi\u1ebft, kh\u00e1ch h\u00e0ng ti\u1ec1m n\u0103ng v\u00e0 chuy\u1ec3n \u0111\u1ed5i c\u0169ng nh\u01b0 s\u1ed1 l\u01b0\u1ee3ng doanh s\u1ed1 mong \u0111\u1ee3i t\u1eeb kh\u00e1ch h\u00e0ng m\u1edbi so v\u1edbi kh\u00e1ch h\u00e0ng l\u1eb7p l\u1ea1i.<\/p>\n

> B\u00e0i vi\u1ebft li\u00ean quan: X\u00e2y d\u1ef1ng m\u1ee5c ti\u00eau cho k\u1ebf ho\u1ea1ch Marketing hi\u1ec7u qu\u1ea3<\/a><\/strong><\/p><\/blockquote>\n

Kh\u00f4ng x\u00e1c \u0111\u1ecbnh \u0111\u01b0\u1ee3c l\u1ee3i th\u1ebf c\u1ea1nh tranh cho s\u1ea3n ph\u1ea9m, doah nghi\u1ec7p<\/strong><\/h3>\n

\u0110\u1ec3 s\u1ea3n ph\u1ea9m m\u1edbi tung ra th\u1ecb tr\u01b0\u1eddng thu h\u00fat \u0111\u01b0\u1ee3c s\u1ef1 quan t\u00e2m, ch\u00fa \u00fd t\u1eeb ng\u01b0\u1eddi ti\u00eau d\u00f9ng th\u00ec s\u1ea3n ph\u1ea9m \u0111\u00f3 ph\u1ea3i c\u00f3 s\u1ef1 kh\u00e1c bi\u1ec7t hay n\u00f3i c\u00e1ch kh\u00e1c l\u00e0 l\u1ee3i th\u1ebf c\u1ea1nh tranh so v\u1edbi c\u00e1c \u0111\u1ed1i th\u1ee7.<\/p>\n

\u0110\u00e2y l\u00e0 l\u00fd do v\u00e0 c\u0169ng l\u00e0 th\u00e1ch th\u1ee9c \u0111\u1ed1i v\u1edbi c\u00e1c doanh nghi\u1ec7p khi chu\u1ea9n b\u1ecb \u0111\u01b0a m\u1ed9t s\u1ea3n ph\u1ea9m m\u1edbi ra th\u1ecb tr\u01b0\u1eddng. \u0110\u1ec3 s\u1ea3n ph\u1ea9m c\u1ee7a b\u1ea1n \u0111\u01b0\u1ee3c kh\u00e1ch h\u00e0ng l\u1ef1a ch\u1ecdn ch\u1eafc ch\u1eafn n\u00f3 ph\u1ea3i cho kh\u00e1ch h\u00e0ng c\u1ea3m th\u1ea5y h\u1ee9ng th\u00fa ho\u1eb7c l\u1eddi h\u01a1n so v\u1edbi c\u00e1c s\u1ea3n ph\u1ea9m hi\u1ec7n t\u1ea1i tr\u00ean th\u1ecb tr\u01b0\u1eddng.<\/p>\n

Ch\u00ednh v\u00ec th\u1ebf \u0111\u1ec3 gi\u1ea3m thi\u1ec3u r\u1ee7i ro cho doanh nghi\u1ec7p, c\u00e1c marketers c\u1ea7n ph\u1ea3i x\u00e1c \u0111\u1ecbnh l\u1ee3i th\u1ecb c\u1ea1nh tranh trong \u0111\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u<\/a> c\u1ee7a m\u00ecnh.<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n

T\u1ea1i sao c\u1ea7n c\u00f3 k\u1ebf ho\u1ea1ch khi ph\u00e1t tri\u1ec3n m\u1ed9t s\u1ea3n ph\u1ea9m m\u1edbi?<\/strong><\/h2>\n

K\u1ebf ho\u1ea1ch ho\u1eb7c l\u1ed9 tr\u00ecnh ra m\u1eaft s\u1ea3n ph\u1ea9m l\u00e0 t\u00e0i li\u1ec7u tr\u00ecnh b\u00e0y chi ti\u1ebft c\u00e1c c\u00f4ng vi\u1ec7c v\u00e0 ti\u1ebfn tr\u00ecnh c\u1ea7n thi\u1ebft \u0111\u1eb1ng sau vi\u1ec7c thu h\u00fat kh\u00e1ch h\u00e0ng mua s\u1ea3n ph\u1ea9m m\u1edbi.<\/p>\n

Vi\u1ec7c x\u00e2y d\u1ef1ng k\u1ebf ho\u1ea1ch nghi\u00ean c\u1ee9u v\u00e0 ph\u00e1t tri\u1ec3n s\u1ea3n ph\u1ea9m s\u1ebd gi\u00fap doanh nghi\u1ec7p d\u1ec5 d\u00e0ng x\u00e1c \u0111\u1ecbnh m\u1ee5c ti\u00eau, \u0111\u1ec1 ra chi\u1ebfn l\u01b0\u1ee3c v\u00e0 ch\u1ec9 \u0111\u1ecbnh nhi\u1ec7m v\u1ee5 cho c\u00e1c nh\u00f3m v\u00e0 b\u1ed9 ph\u1eadn kh\u00e1c nhau.<\/span><\/strong><\/p>\n

Khi chu\u1ea9n b\u1ecb ra m\u1eaft s\u1ea3n ph\u1ea9m ti\u1ebfp theo, doanh nghi\u1ec7p c\u1ea7n b\u1eaft \u0111\u1ea7u t\u1eeb nghi\u00ean c\u1ee9u kh\u00e1ch h\u00e0ng, th\u1ecb tr\u01b0\u1eddng, sau \u0111\u00f3 tri\u1ec3n khai \u0111\u1ec1u \u0111\u1eb7n th\u00f4ng qua t\u1ea5t c\u1ea3 c\u00e1c h\u00e0nh \u0111\u1ed9ng ch\u00ednh kh\u00e1c… <\/span><\/strong><\/p><\/blockquote>\n

D\u01b0\u1edbi \u0111\u00e2y l\u00e0 c\u00e1c c\u00f4ng vi\u1ec7c quan tr\u1ecdng \u0111\u1ec3 th\u00e0nh c\u00f4ng v\u1edbi k\u1ebf ho\u1ea1ch ra m\u1eaft s\u1ea3n ph\u1ea9m m\u1edbi.<\/p>\n

Trong b\u00e0i vi\u1ebft n\u00e0y, DTM Consulting s\u1ebd chia s\u1ebb chi ti\u1ebft 1) Ho\u1ea1t \u0111\u1ed9ng ph\u1ea3i th\u1ef1c hi\u1ec7n tr\u01b0\u1edbc khi ra m\u1eaft<\/strong> , 2) L\u1eadp k\u1ebf ho\u1ea1ch ra m\u1eaft<\/strong>\u00a0, 3)\u00a0th\u1ef1c hi\u1ec7n<\/strong>\u00a0th\u00e0nh c\u00f4ng\u00a0vi\u1ec7c ra m\u1eaft s\u1ea3n ph\u1ea9m<\/strong>\u00a0v\u00e0 4) nh\u1eefng \u0111i\u1ec1u c\u1ea7n l\u01b0u \u00fd\u00a0sau khi ra m\u1eaft<\/strong>\u00a0.<\/p>\n

\"concept<\/p>\n

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\u0110\u00e1nh gi\u00e1, ki\u1ec3m tra s\u1ef1 kh\u1ea3 thi c\u1ee7a s\u1ea3n ph\u1ea9m\u00a0<\/strong><\/h2>\n

Doanh nghi\u1ec7p s\u1ebd kh\u00f3 c\u00f3 th\u1ec3 \u0111\u00e1nh gi\u00e1 ch\u00ednh x\u00e1c s\u1ea3n ph\u1ea9m m\u1edbi s\u1ebd \u0111\u01b0\u1ee3c \u0111\u00f3n nh\u1eadn nh\u01b0 th\u1ebf n\u00e0o – ngay c\u1ea3 nh\u1eefng c\u00f4ng ty l\u1edbn v\u00e0 c\u00f3 kinh nghi\u1ec7m nh\u1ea5t c\u0169ng \u0111\u00e3 c\u00f3 c\u1ea3 th\u00e0nh c\u00f4ng r\u1ef1c r\u1ee1 l\u1eabn th\u1ea5t b\u1ea1i khi ra m\u1eaft s\u1ea3n ph\u1ea9m m\u1edbi nh\u01b0 Nokia, Samsung, Cocacola,…. Tr\u01b0\u1edbc khi \u0111\u1ea7u t\u01b0 h\u00e0ng tr\u0103m tri\u1ec7u, h\u00e3y d\u00e0nh th\u1eddi gian nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng \u0111\u1ec3 ki\u1ec3m tra \u0111\u1ed9 kh\u1ea3 thi c\u1ee7a s\u1ea3n ph\u1ea9m so v\u1edbi th\u1ecb tr\u01b0\u1eddng m\u1ed9t ch\u00fat.<\/p>\n