Vi\u1ec7c \u0111\u1ea7u ti\u00ean c\u1ea7n l\u00e0m l\u00e0 nghi\u00ean c\u1ee9u k\u1ef9 l\u01b0\u1ee1ng th\u1ecb tr\u01b0\u1eddng v\u00e0 x\u00e1c \u0111\u1ecbnh nhu c\u1ea7u kh\u00e1ch h\u00e0ng. Th\u1ecb tr\u01b0\u1eddng d\u1ea7u g\u1ed9i \u1edf Vi\u1ec7t Nam c\u00f3 s\u1ef1 c\u1ea1nh tranh, ph\u00e2n h\u00f3a \u0111a d\u1ea1ng v\u1edbi c\u00e1c s\u1ea3n ph\u1ea9m t\u1eeb ph\u00e2n kh\u00fac gi\u00e1 r\u1ebb \u0111\u1ebfn cao c\u1ea5p, t\u1eeb n\u1ed9i \u0111\u1ecba (local brand<\/a><\/strong>) cho \u0111\u1ebfn c\u00e1c th\u01b0\u01a1ng hi\u1ec7u l\u1edbn t\u1eeb qu\u1ed1c t\u1ebf l\u1edbn nh\u01b0 Unilever<\/a>, P&G<\/a>,…v\u00e0 \u0111a d\u1ea1ng t\u00f9y ch\u1ecdn s\u1ea3n ph\u1ea9m nh\u01b0 d\u1ea7u g\u1ed9i thi\u00ean nhi\u00ean, d\u01b0\u1ee1ng \u1ea9m, ph\u1ee5c h\u1ed3i,…..<\/p>\n Do \u0111\u00f3, doanh nghi\u1ec7p c\u1ea7n nh\u1eadn di\u1ec7n r\u00f5 r\u00e0ng kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau l\u00e0 ai: h\u1ecd mong mu\u1ed1n s\u1ea3n ph\u1ea9m g\u00ec, c\u00e1c y\u1ebfu t\u1ed1 \u1ea3nh h\u01b0\u1edfng \u0111\u1ebfn quy\u1ebft \u0111\u1ecbnh mua s\u1eafm c\u1ee7a h\u1ecd, v\u00e0 h\u1ecd c\u00f3 xu h\u01b0\u1edbng l\u1ef1a ch\u1ecdn th\u01b0\u01a1ng hi\u1ec7u theo ti\u00eau ch\u00ed n\u00e0o (gi\u00e1 c\u1ea3, ch\u1ea5t l\u01b0\u1ee3ng, t\u00ednh n\u0103ng ch\u0103m s\u00f3c \u0111\u1eb7c bi\u1ec7t, ngu\u1ed3n g\u1ed1c t\u1ef1 nhi\u00ean,…).<\/p>\n Sau khi n\u1eafm b\u1eaft \u0111\u01b0\u1ee3c th\u00f4ng tin t\u1eeb th\u1ecb tr\u01b0\u1eddng, doanh nghi\u1ec7p c\u1ea7n \u0111\u1ecbnh v\u1ecb s\u1ea3n ph\u1ea9m sao cho ph\u00f9 h\u1ee3p v\u1edbi nhu c\u1ea7u kh\u00e1ch h\u00e0ng. \u0110\u1ecbnh v\u1ecb s\u1ea3n ph\u1ea9m kh\u00f4ng ch\u1ec9 gi\u00fap th\u01b0\u01a1ng hi\u1ec7u n\u1ed5i b\u1eadt m\u00e0 c\u00f2n x\u00e1c \u0111\u1ecbnh r\u00f5 t\u00ednh c\u00e1ch v\u00e0 gi\u00e1 tr\u1ecb c\u1ed1t l\u00f5i c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u tr\u00ean th\u1ecb tr\u01b0\u1eddng.<\/p>\n Xem th\u00eam:\u00a0Mu\u1ed1n b\u00e1n \u0111\u01b0\u1ee3c s\u1ea3n ph\u1ea9m ph\u1ea3i t\u00ecm hi\u1ec3u kh\u00e1ch h\u00e0ng! V\u00ec sao? V\u00e0 l\u00e0m nh\u01b0 th\u1ebf n\u00e0o?<\/a><\/strong><\/p>\n Brand Positioning<\/a> l\u00e0 m\u1ed9t b\u01b0\u1edbc quan tr\u1ecdng trong vi\u1ec7c x\u00e2y d\u1ef1ng v\u00e0 ph\u00e1t tri\u1ec3n th\u01b0\u01a1ng hi\u1ec7u d\u1ea7u g\u1ed9i, gi\u00fap t\u1ea1o ra s\u1ef1 kh\u00e1c bi\u1ec7t v\u00e0 thu h\u00fat kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau. \u0110\u1ec3 \u0111\u1ecbnh v\u1ecb \u0111\u00fang, doanh nghi\u1ec7p c\u1ea7n hi\u1ec3u r\u00f5 kh\u00e1ch h\u00e0ng l\u00e0 ai, mong mu\u1ed1n g\u00ec \u1edf s\u1ea3n ph\u1ea9m d\u1ea7u g\u1ed9i v\u00e0 t\u1ea1i sao h\u1ecd n\u00ean ch\u1ecdn th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a m\u00ecnh thay v\u00ec c\u00e1c \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh – l\u1ee3i th\u1ebf c\u1ea1nh tranh<\/a>. \u0110\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u d\u1ea7u g\u1ed9i c\u00f3 th\u1ec3 xoay quanh c\u00e1c y\u1ebfu t\u1ed1 ch\u00ednh nh\u01b0:<\/p>\n \u0110\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u kh\u00f4ng ch\u1ec9 t\u1ea1o ra m\u1ed9t s\u1ef1 kh\u00e1c bi\u1ec7t r\u00f5 r\u00e0ng m\u00e0 c\u00f2n gi\u00fap x\u00e2y d\u1ef1ng l\u00f2ng tin<\/a> v\u00e0 s\u1ef1 trung th\u00e0nh t\u1eeb ph\u00eda kh\u00e1ch h\u00e0ng.<\/p>\n Xem th\u00eam: H\u01b0\u1edbng d\u1eabn x\u00e2y d\u1ef1ng \u0111\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u \u0111\u1ecba ph\u01b0\u01a1ng<\/a> (local brand)<\/strong><\/p>\n Chi\u1ebfn l\u01b0\u1ee3c Marketing Mix<\/a> hay c\u00f2n g\u1ecdi l\u00e0 “4P”, l\u00e0 m\u1ed9t ph\u1ea7n kh\u00f4ng th\u1ec3 thi\u1ebfu trong vi\u1ec7c ph\u1ee5c v\u1ee5 cho x\u00e2y d\u1ef1ng v\u00e0 ph\u00e1t tri\u1ec3n th\u01b0\u01a1ng hi\u1ec7u d\u1ea7u g\u1ed9i cho doanh nghi\u1ec7p Vi\u1ec7t. Chi\u1ebfn l\u01b0\u1ee3c n\u00e0y bao g\u1ed3m b\u1ed1n y\u1ebfu t\u1ed1 quan tr\u1ecdng: S\u1ea3n ph\u1ea9m (Product), Gi\u00e1 c\u1ea3 (Price), Ph\u00e2n ph\u1ed1i (Place), v\u00e0 X\u00fac ti\u1ebfn th\u01b0\u01a1ng m\u1ea1i (Promotion). Doanh nghi\u1ec7p mu\u1ed1n x\u00e2y d\u1ef1ng v\u00e0 ph\u00e1t tri\u1ec3n th\u01b0\u01a1ng hi\u1ec7u d\u1ea7u g\u1ed9i hi\u1ec7u qu\u1ea3 c\u1ea7n ch\u00fa tr\u1ecdng \u0111\u1ebfn vi\u1ec7c ph\u00e1t tri\u1ec3n c\u00e1c s\u1ea3n ph\u1ea9m d\u1ea7u g\u1ed9i ngay t\u1eeb ban \u0111\u1ea7u. V\u00ed d\u1ee5, c\u00f3 th\u1ec3 t\u1ea1o ra c\u00e1c d\u00f2ng s\u1ea3n ph\u1ea9m d\u00e0nh ri\u00eang cho t\u00f3c kh\u00f4, t\u00f3c d\u1ea7u, t\u00f3c nhu\u1ed9m, ho\u1eb7c s\u1ea3n ph\u1ea9m d\u00e0nh cho tr\u1ebb em. Th\u00e0nh ph\u1ea7n t\u1ef1 nhi\u00ean v\u00e0 th\u00e2n thi\u1ec7n v\u1edbi m\u00f4i tr\u01b0\u1eddng l\u00e0 m\u1ed9t \u0111i\u1ec3m c\u1ed9ng l\u1edbn, gi\u00fap s\u1ea3n ph\u1ea9m tr\u1edf n\u00ean h\u1ea5p d\u1eabn h\u01a1n trong m\u1eaft ng\u01b0\u1eddi ti\u00eau d\u00f9ng hi\u1ec7n \u0111\u1ea1i.<\/p>\n Vi\u1ec7c \u0111\u1ecbnh gi\u00e1 s\u1ea3n ph\u1ea9m c\u1ea7n d\u1ef1a tr\u00ean s\u1ef1 c\u00e2n nh\u1eafc gi\u1eefa gi\u00e1 tr\u1ecb m\u00e0 s\u1ea3n ph\u1ea9m mang l\u1ea1i v\u00e0 kh\u1ea3 n\u0103ng chi tr\u1ea3 c\u1ee7a kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau. \u0110\u1ed1i v\u1edbi d\u1ea7u g\u1ed9i, doanh nghi\u1ec7p c\u00f3 th\u1ec3 s\u1eed d\u1ee5ng chi\u1ebfn l\u01b0\u1ee3c \u0111\u1ecbnh gi\u00e1 linh ho\u1ea1t, nh\u01b0 gi\u00e1 r\u1ebb \u0111\u1ec3 thu h\u00fat kh\u00e1ch h\u00e0ng ph\u1ed5 th\u00f4ng ho\u1eb7c gi\u00e1 cao cho ph\u00e2n kh\u00fac cao c\u1ea5p, k\u00e8m theo nh\u1eefng l\u1ee3i \u00edch v\u01b0\u1ee3t tr\u1ed9i.<\/p>\n S\u1ea3n ph\u1ea9m c\u1ea7n \u0111\u01b0\u1ee3c ph\u00e2n ph\u1ed1i r\u1ed9ng r\u00e3i t\u1ea1i c\u00e1c k\u00eanh b\u00e1n l\u1ebb truy\u1ec1n th\u1ed1ng nh\u01b0 si\u00eau th\u1ecb, c\u1eeda h\u00e0ng m\u1ef9 ph\u1ea9m, c\u0169ng nh\u01b0 tr\u00ean c\u00e1c k\u00eanh th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed. \u0110i\u1ec1u n\u00e0y kh\u00f4ng ch\u1ec9 gi\u00fap t\u0103ng kh\u1ea3 n\u0103ng ti\u1ebfp c\u1eadn kh\u00e1ch h\u00e0ng m\u00e0 c\u00f2n t\u1ea1o \u0111i\u1ec1u ki\u1ec7n thu\u1eadn l\u1ee3i \u0111\u1ec3 kh\u00e1ch h\u00e0ng mua s\u1ea3n ph\u1ea9m \u1edf b\u1ea5t c\u1ee9 \u0111\u00e2u. Doanh nghi\u1ec7p c\u0169ng c\u00f3 th\u1ec3 c\u00e2n nh\u1eafc vi\u1ec7c h\u1ee3p t\u00e1c v\u1edbi c\u00e1c salon t\u00f3c ho\u1eb7c nh\u00e0 ph\u00e2n ph\u1ed1i chuy\u00ean nghi\u1ec7p \u0111\u1ec3 ti\u1ebfp c\u1eadn kh\u00e1ch h\u00e0ng cao c\u1ea5p \u0111\u1ec3 duy tr\u00ec \u0111\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u n\u1ebfu c\u1ea7n ph\u1ee5c v\u1ee5 cho vi\u1ec7c x\u00e2y d\u1ef1ng v\u00e0 ph\u00e1t tri\u1ec3n th\u01b0\u01a1ng hi\u1ec7u d\u1ea7u g\u1ed9i.<\/p>\n Chi\u1ebfn l\u01b0\u1ee3c qu\u1ea3ng b\u00e1 th\u01b0\u01a1ng hi\u1ec7u \u0111\u00f3ng vai tr\u00f2 then ch\u1ed1t trong vi\u1ec7c t\u0103ng c\u01b0\u1eddng nh\u1eadn di\u1ec7n th\u01b0\u01a1ng hi\u1ec7u v\u00e0 th\u00fac \u0111\u1ea9y doanh s\u1ed1. Doanh nghi\u1ec7p c\u00f3 th\u1ec3 t\u1eadn d\u1ee5ng c\u00e1c n\u1ec1n t\u1ea3ng truy\u1ec1n th\u00f4ng s\u1ed1 nh\u01b0 Facebook, Instagram, YouTube, v\u00e0 TikTok \u0111\u1ec3 ti\u1ebfp c\u1eadn kh\u00e1ch h\u00e0ng tr\u1ebb tu\u1ed5i. Ngo\u00e0i ra, h\u1ee3p t\u00e1c v\u1edbi c\u00e1c KOS, KOLs (Key Opinion Leaders) ho\u1eb7c influencers<\/a> trong ng\u00e0nh l\u00e0m \u0111\u1eb9p s\u1ebd gi\u00fap t\u0103ng \u0111\u1ed9 tin c\u1eady v\u00e0 kh\u1ea3 n\u0103ng lan t\u1ecfa c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u. C\u00e1c ch\u01b0\u01a1ng tr\u00ecnh khuy\u1ebfn m\u00e3i, gi\u1ea3m gi\u00e1 v\u00e0 t\u1eb7ng qu\u00e0 c\u0169ng c\u00f3 th\u1ec3 \u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng \u0111\u1ec3 thu h\u00fat kh\u00e1ch h\u00e0ng m\u1edbi v\u00e0 duy tr\u00ec s\u1ef1 trung th\u00e0nh t\u1eeb kh\u00e1ch h\u00e0ng hi\u1ec7n t\u1ea1i.<\/p>\n![\"\"](\"https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2020\/01\/Mu\u1ed1n-b\u00e1n-\u0111\u01b0\u1ee3c-s\u1ea3n-ph\u1ea9m-ph\u1ea3i-t\u00ecm-hi\u1ec3u-kh\u00e1ch-h\u00e0ng.jpg\")
<\/a>X\u00e2y d\u1ef1ng \u0111\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u (brand positioning)<\/h2>\n\n
![\"X\u00e2y](\"https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2024\/09\/Xay-dung-va-phat-trien-thuong-hieu-dau-goi-cho-doanh-nghiep-Viet-local-brand-in-vietnam.jpg\")
<\/a><\/p>\nChi\u1ebfn l\u01b0\u1ee3c Marketing h\u1ed7n h\u1ee3p (Marketing Mix)<\/h2>\n
![\"\"](\"https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2018\/12\/marketing_mix-e1545806881988.png\")
<\/a><\/p>\nS\u1ea3n ph\u1ea9m (Product)<\/h3>\n
Gi\u00e1 c\u1ea3 (Price)<\/h3>\n
Ph\u00e2n ph\u1ed1i (Place)<\/h3>\n
X\u00fac ti\u1ebfn th\u01b0\u01a1ng m\u1ea1i (Promotion)<\/h3>\n