{"id":4272,"date":"2023-11-29T09:19:29","date_gmt":"2023-11-29T09:19:29","guid":{"rendered":"http:\/\/masterskills.org\/blog\/?p=4272"},"modified":"2023-12-14T14:09:27","modified_gmt":"2023-12-14T14:09:27","slug":"5-dinh-huong-chien-luoc-thiet-ke-van-hanh-thong-kenh-phan-phoi","status":"publish","type":"post","link":"https:\/\/masterskills.org\/blog\/5-dinh-huong-chien-luoc-thiet-ke-van-hanh-thong-kenh-phan-phoi.html","title":{"rendered":"5 \u0110\u1ecbnh h\u01b0\u1edbng chi\u1ebfn l\u01b0\u1ee3c thi\u1ebft k\u1ebf &#038; v\u1eadn h\u00e0nh h\u1ec7 th\u1ed1ng k\u00eanh ph\u00e2n ph\u1ed1i"},"content":{"rendered":"<p><span class=\"lead\">Thi\u1ebft k\u1ebf h\u1ec7 th\u1ed1ng ph\u00e2n ph\u1ed1i l\u00e0 1 c\u00f4ng vi\u1ec7c r\u1ea5t ph\u1ee9c t\u1ea1p, \u0111\u00f2i h\u1ecfi t\u01b0 duy chi\u1ebfn l\u01b0\u1ee3c cao &amp; am hi\u1ec3u c\u1ea3 chi\u1ebfn l\u01b0\u1ee3c c\u1ee7a Brand, Trade Marketing &amp; Business v\u00ec h\u1ec7 th\u1ed1ng ph\u00e2n ph\u1ed1i l\u00e0 \u0111\u01b0\u1eddng d\u1eabn k\u1ebft n\u1ed1i gi\u1eefa s\u1ea3n ph\u1ea9m &amp; shopper \/ consumer.<\/span><\/p>\n<p>Xu\u1ea5t ph\u00e1t \u0111i\u1ec3m c\u1ee7a ph\u1ea7n l\u1edbn c\u00e1c ch\u1ee7 doanh nghi\u1ec7p m\u1edbi l\u00e0: &#8220;T\u00f4i c\u00f3 s\u1ea3n ph\u1ea9m, t\u00f4i c\u0169ng bi\u1ebft l\u00e0 n\u00f3 n\u00ean \u0111\u01b0\u1ee3c b\u00e1n \u1edf nh\u1eefng k\u00eanh nh\u01b0 th\u1ebf n\u00e0o (n\u1ebfu l\u00e0 snack cho gi\u1edbi tr\u1ebb th\u00ec n\u00f3 n\u00ean \u0111\u01b0\u1ee3c b\u00e1n \u1edf Circle K, Family Mart; n\u1ebfu l\u00e0 s\u1eefa t\u1eafm nh\u1eadp kh\u1ea9u t\u1eeb H\u00e0n Qu\u1ed1c th\u00ec l\u00fd t\u01b0\u1edfng l\u00e0 n\u00f3 \u0111\u01b0\u1ee3c ph\u00e2n ph\u1ed1i \u1edf si\u00eau th\u1ecb, \u0111\u1ea1i si\u00eau th\u1ecb &amp; t\u1ea1p h\u00f3a ti\u1ec7n l\u1ee3i). T\u00f4i bi\u1ebft r\u1ea5t r\u00f5 c\u00e1c k\u00eanh ph\u00f9 h\u1ee3p v\u1edbi shopper, nh\u01b0ng t\u00f4i kh\u00f4ng bi\u1ebft c\u00e1ch x\u00e2y d\u1ef1ng \u0111\u01b0\u1eddng d\u1eabn h\u00e0ng h\u00f3a \u0111\u1ec3 h\u00e0ng h\u00f3a xu\u1ea5t hi\u1ec7n \u1edf nh\u1eefng k\u00eanh \u0111\u00f3!&#8221;<\/p>\n<p>T\u1ee9c l\u00e0 m\u1ecdi doanh nghi\u1ec7p \u0111\u1ec1u \u0111au \u0111\u1ea7u v\u1edbi v\u1ea5n \u0111\u1ec1: L\u00e0m sao \u0111\u1ec3 cho s\u1ea3n ph\u1ea9m \u0111\u01b0\u1ee3c ph\u00e2n ph\u1ed1i \u1edf nh\u1eefng k\u00eanh chi\u1ebfn l\u01b0\u1ee3c, \u0111\u00fang \u00fd \u0111\u1ed3 nh\u01b0 th\u1ebf? Ngh\u0129a l\u00e0, l\u00e0m sao c\u00f3 th\u1ec3 x\u00e2y d\u1ef1ng 1 h\u1ec7 th\u1ed1ng ph\u00e2n ph\u1ed1i, v\u1eadn h\u00e0nh n\u00f3 1 c\u00e1ch tr\u01a1n tru \u0111\u1ec3 h\u00e0ng h\u00f3a \u0111\u01b0\u1ee3c li\u00ean t\u1ee5c lu\u00e2n chuy\u1ec3n \u0111\u1ebfn nh\u1eefng k\u00eanh b\u00e1n h\u00e0ng chi\u1ebfn l\u01b0\u1ee3c \u0111\u00f3, \u0111\u1ea3m b\u1ea3o h\u00e0ng h\u00f3a kh\u00f4ng b\u1ecb thi\u1ebfu h\u1ee5t t\u1ea1i \u0111i\u1ec3m b\u00e1n, \u0111\u1ea3m b\u1ea3o kh\u00e1ch h\u00e0ng lu\u00f4n c\u00f3 c\u01a1 h\u1ed9i ti\u1ebfp c\u1eadn v\u1edbi s\u1ea3n ph\u1ea9m c\u1ee7a ch\u00fang ta, \u0111\u1ea3m b\u1ea3o c\u00e1c \u0111\u1ed1i t\u00e1c b\u00e1n l\u1ebb lu\u00f4n h\u00e0i l\u00f2ng &amp; li\u00ean t\u1ee5c \u00f4m h\u00e0ng c\u1ee7a ch\u00fang ta thay v\u00ec h\u1ecd n\u00f3i l\u00e0 \u0111\u1ed9i ng\u0169 Sales qu\u1ef5t tr\u1ea3 ti\u1ec1n ch\u01b0\u01a1ng tr\u00ecnh!<\/p>\n<p>Khi \u0111\u1ee5ng \u0111\u1ebfn b\u00e0i to\u00e1n thi\u1ebft k\u1ebf &amp; v\u1eadn h\u00e0nh k\u00eanh ph\u00e2n ph\u1ed1i (Route-to-market), c\u00e1c doanh nghi\u1ec7p th\u01b0\u1eddng nh\u1ee9c \u0111\u1ea7u v\u1edbi nh\u1eefng c\u00e2u h\u1ecfi l\u1edbn sau:<\/p>\n<ul>\n<li>N\u1ebfu l\u00e0 doanh nghi\u1ec7p \u0111\u00e3 c\u00f3 h\u1ec7 th\u1ed1ng ph\u00e2n ph\u1ed1i, h\u1ecd s\u1ebd b\u0103n kho\u0103n: S\u1ee9c m\u1ea1nh c\u1ee7a h\u1ec7 th\u1ed1ng ph\u00e2n ph\u1ed1i hi\u1ec7n t\u1ea1i ra sao, n\u00ean \u0111\u01b0\u1ee3c m\u1edf r\u1ed9ng nh\u01b0 th\u1ebf n\u00e0o th\u00ec h\u1ee3p l\u00fd?<\/li>\n<li>M\u1edf r\u1ed9ng h\u1ec7 th\u1ed1ng m\u00e0 v\u1eabn \u0111\u1ea3m b\u1ea3o k\u1ebft n\u1ed1i v\u1edbi Brand &amp; Channel (t\u1ee9c l\u00e0 \u0111\u01b0\u1eddng d\u1eabn h\u00e0ng h\u00f3a Route-to-market ph\u1ea3i d\u1eabn t\u1edbi \u0111\u00fang k\u00eanh m\u00e0 Shopper mua h\u00e0ng cho Consumer).<\/li>\n<li>C\u00e1ch x\u00e1c \u0111\u1ecbnh m\u1ee9c ph\u00e2n ph\u1ed1i t\u1ed1i \u01b0u (s\u1ed1 l\u01b0\u1ee3ng c\u1eeda h\u00e0ng &amp; t\u1ec9 tr\u1ecdng doanh s\u1ed1 nh\u01b0 th\u1ebf n\u00e0o l\u00e0 t\u1ed1i \u01b0u trong ngu\u1ed3n l\u1ef1c cho ph\u00e9p c\u1ee7a doanh nghi\u1ec7p &amp; dung sai c\u1ee7a th\u1ecb tr\u01b0\u1eddng).<\/li>\n<li>T\u1ec9 tr\u1ecdng t\u01b0\u01a1ng \u1ee9ng l\u00e0 bao nhi\u00eau cho m\u00f4 h\u00ecnh ph\u00e2n ph\u1ed1i tr\u1ef1c ti\u1ebfp &amp; gi\u00e1n ti\u1ebfp (ch\u1eb3ng ai mu\u1ed1n b\u00e1n s\u1ec9 nhi\u1ec1u \u0111\u1ec3 ch\u1ecbu l\u1ed7 c\u1ea3, nh\u01b0ng v\u00ec m\u1ee5c ti\u00eau bao ph\u1ee7 th\u00ec ph\u1ea3i nh\u00fan nh\u01b0\u1eddng!).<\/li>\n<li>N\u00ean m\u1edf bao nhi\u00eau nh\u00e0 ph\u00e2n ph\u1ed1i l\u00e0 \u0111\u1ee7 &amp; l\u00e0m sao qu\u1ea3n l\u00fd \u0111\u01b0\u1ee3c h\u1ecd (\u0111\u1ee5ng \u0111\u1ebfn b\u00e0i to\u00e1n nan gi\u1ea3n l\u00e0 \u0111\u00e1nh gi\u00e1, qu\u1ea3n l\u00fd, \u0111\u1ed9ng vi\u00ean hay th\u1eadm ch\u00ed thanh l\u00fd nh\u00e0 ph\u00e2n ph\u1ed1i).<\/li>\n<li>\u0110\u1ed9i ng\u0169 Sales n\u00ean l\u00e0 bao nhi\u00eau ng\u01b0\u1eddi &amp; l\u00e0m sao qu\u1ea3n l\u00fd hi\u1ec7u su\u1ea5t &amp; n\u0103ng l\u1ef1c b\u00e1n h\u00e0ng (\u0111\u1ee5ng \u0111\u1ebfn Sales l\u00e0 qu\u1ea3n l\u00fd s\u1ed1 Visit, ch\u0103m s\u00f3c, ch\u1ee7ng lo\u1ea1i SKU b\u00e1n theo chi\u1ebfn l\u01b0\u1ee3c m\u00e0 v\u1eabn \u0111\u1ea3m b\u1ea3o \u0111\u1ea1t ch\u1ec9 ti\u00eau).<\/li>\n<\/ul>\n<p>Ch\u1ee7 doanh nghi\u1ec7p th\u01b0\u1eddng r\u1ea5t mu\u1ed1n l\u00e0m nhi\u1ec1u th\u1ee9, nh\u01b0ng ch\u01b0a th\u1ec3 l\u00e0m \u0111\u01b0\u1ee3c v\u00ec k\u1eb9t loay hoay v\u1edbi v\u1ea5n \u0111\u1ec1 ph\u00e2n ph\u1ed1i \u201cL\u00e0m sao \u0111\u1ec3 thi\u1ebft k\u1ebf &amp; v\u1eadn h\u00e0nh h\u1ec7 th\u1ed1ng ph\u00e2n ph\u1ed1i hi\u1ec7u qu\u1ea3 v\u1edbi chi ph\u00ed t\u1ed1i \u01b0u?\u201d.<\/p>\n<p>Thi\u1ebft k\u1ebf h\u1ec7 th\u1ed1ng ph\u00e2n ph\u1ed1i l\u00e0 1 c\u00f4ng vi\u1ec7c r\u1ea5t ph\u1ee9c t\u1ea1p, \u0111\u00f2i h\u1ecfi t\u01b0 duy chi\u1ebfn l\u01b0\u1ee3c cao &amp; am hi\u1ec3u c\u1ea3 chi\u1ebfn l\u01b0\u1ee3c c\u1ee7a Brand, Trade Marketing &amp; Business v\u00ec h\u1ec7 th\u1ed1ng ph\u00e2n ph\u1ed1i l\u00e0 \u0111\u01b0\u1eddng d\u1eabn k\u1ebft n\u1ed1i gi\u1eefa s\u1ea3n ph\u1ea9m &amp; shopper \/ consumer. Ai l\u00e0 ng\u01b0\u1eddi thi\u1ebft k\u1ebf h\u1ec7 th\u1ed1ng? \u0110\u00f3 l\u00e0 b\u1eadc qu\u1ea3n l\u00fd cao nh\u1ea5t c\u1ee7a Sales, th\u01b0\u1eddng \u1edf t\u1ea7m Director hay National Sales Manager ch\u1ecbu tr\u00e1ch nhi\u1ec7m ph\u00e1t tri\u1ec3n k\u00eanh. V\u00ec th\u1ebf, \u0111\u1ec9nh cao c\u1ee7a Sales l\u00e0 \u201cThi\u1ebft k\u1ebf h\u1ec7 th\u1ed1ng ph\u00e2n ph\u1ed1i&#8221; &amp; nh\u1eefng quy t\u1eafc \u0111\u1ec3 n\u00f3 v\u1eadn h\u00e0nh hi\u1ec7u qu\u1ea3 &amp; t\u1ed1i \u01b0u chi ph\u00ed.<\/p>\n<p>Ngh\u1ec1 Sales ng\u00e0y c\u00e0ng tr\u1edf n\u00ean th\u1eddi th\u01b0\u1ee3ng v\u00ec t\u00ednh th\u1ef1c d\u1ee5ng trong business ng\u00e0y c\u00e0ng cao. \u0110\u1ec9nh cao l\u00e0 t\u1ea7m chi\u1ebfn l\u01b0\u1ee3c thi\u1ebft k\u1ebf k\u00eanh ph\u00e2n ph\u1ed1i.<\/p>\n<p>V\u00ec thi\u1ebft k\u1ebf h\u1ec7 th\u1ed1ng ph\u00e2n ph\u1ed1i ph\u1ee9c t\u1ea1p n\u00ean quy tr\u00ecnh c\u1ee7a n\u00f3 th\u01b0\u1eddng d\u00e0i h\u01a1i, g\u1ed3m 4 b\u01b0\u1edbc l\u1edbn &amp; 11 b\u01b0\u1edbc nh\u1ecf:<\/p>\n<ol>\n<li><strong>\u0110\u1ecbnh h\u01b0\u1edbng chi\u1ebfn l\u01b0\u1ee3c:<\/strong>\u00a0\u0111\u00e1nh gi\u00e1 hi\u1ec7n tr\u1ea1ng h\u1ec7 th\u1ed1ng ph\u00e2n ph\u1ed1i hi\u1ec7n t\u1ea1i, hi\u1ec3u \u0111\u1ecbnh h\u01b0\u1edbng Brand &amp; Channel tr\u01b0\u1edbc khi x\u00e2y d\u1ef1ng hay m\u1edf r\u1ed9ng, \u0111\u00e1nh gi\u00e1 th\u1ecb tr\u01b0\u1eddng ti\u1ec1m n\u0103ng, x\u00e1c \u0111\u1ecbnh m\u1ee9c bao ph\u1ee7 t\u1ed1i \u01b0u &amp; x\u00e2y d\u1ef1ng m\u00f4 h\u00ecnh ph\u00e2n ph\u1ed1i \u0111\u00fang.<\/li>\n<li><strong>Thi\u1ebft l\u1eadp &amp; x\u00e2y d\u1ef1ng:<\/strong>\u00a0x\u00e2y d\u1ef1ng nh\u00e0 ph\u00e2n ph\u1ed1i &amp; \u0111\u1ed9i ng\u0169 Sales.<\/li>\n<li><strong>Tri\u1ec3n khai &amp; v\u1eadn h\u00e0nh:\u00a0<\/strong>theo d\u00f5i, \u0111\u00e1nh gi\u00e1 &amp; qu\u1ea3n l\u00fd n\u0103ng l\u1ef1c c\u1ee7a nh\u00e0 ph\u00e2n ph\u1ed1i v\u00e0 hi\u1ec7u su\u1ea5t c\u1ee7a \u0111\u1ed9i ng\u0169 b\u00e1n h\u00e0ng<\/li>\n<li><strong>T\u1ed1i \u01b0u m\u00f4 h\u00ecnh:<\/strong>\u00a0hi\u1ec3u, theo d\u00f5i, bi\u1ebft c\u00e1ch \u0111\u00e1nh gi\u00e1 c\u00e1c ch\u1ec9 s\u1ed1 v\u1ec1 h\u1ec7 th\u1ed1ng &amp; l\u00ean k\u1ebf ho\u1ea1ch h\u00e0nh \u0111\u1ed9ng \u0111\u1ec3 \u0111i\u1ec1u ch\u1ec9nh<\/li>\n<\/ol>\n<p>Trong khu\u00f4n kh\u1ed5, b\u00e0i vi\u1ebft n\u00e0y s\u1ebd \u0111\u1ec1 c\u1eadp nhanh v\u1ec1 5 b\u01b0\u1edbc quan tr\u1ecdng trong kh\u00e2u\u00a0<strong>\u0110\u1ecbnh H\u01b0\u1edbng Chi\u1ebfn L\u01b0\u1ee3c.<\/strong><\/p>\n<p><strong>1. \u0110\u00e1nh gi\u00e1 hi\u1ec7n tr\u1ea1ng (n\u0103ng l\u1ef1c bao ph\u1ee7):<\/strong>\u00a0th\u00f4ng qua c\u00e1c ch\u1ec9 s\u1ed1<\/p>\n<p><strong><em><u>M\u1ee9c \u0111\u1ed9 bao ph\u1ee7 (Coverage)<\/u>:\u00a0<\/em><\/strong>th\u1ec3 hi\u1ec7n m\u1ee9c \u0111\u1ed9 s\u1ea3n ph\u1ea9m hi\u1ec7n di\u1ec7n t\u1ea1i \u0111i\u1ec3m b\u00e1n tr\u00ean t\u1ed5ng s\u1ed1 \u0111i\u1ec3m b\u00e1n ngo\u00e0i th\u1ecb tr\u01b0\u1eddng, bao g\u1ed3m bao ph\u1ee7 tr\u1ef1c ti\u1ebfp t\u1eeb h\u1ec7 th\u1ed1ng &amp; gi\u00e1n ti\u1ebfp (t\u1eeb nh\u00e0 bu\u00f4n s\u1ec9).<\/p>\n<p>Trong bao ph\u1ee7, ch\u00fang ta quan t\u00e2m \u0111\u1ebfn Ph\u00e2n Ph\u1ed1i Tuy\u1ec7t \u0110\u1ed1i (Numeric Distribution ND) &#8211; s\u1ed1 l\u01b0\u1ee3ng c\u1eeda h\u00e0ng b\u00e1n h\u00e0ng s\u1ea3n ph\u1ea9m &amp; Ph\u00e2n Ph\u1ed1i C\u00f3 Tr\u1ecdng S\u1ed1 (Weighted Distribution WD) &#8211; t\u1ec9 tr\u1ecdng doanh s\u1ed1 s\u1ea3n ph\u1ea9m c\u1ee7a \u0111i\u1ec3m b\u00e1n. S\u1ebd x\u1ea3y ra tr\u01b0\u1eddng h\u1ee3p, s\u1ed1 c\u1eeda h\u00e0ng ND b\u00e1n s\u1ea3n ph\u1ea9m r\u1ea5t nhi\u1ec1u nh\u01b0ng WD nh\u1ecf, c\u00f3 ngh\u0129a l\u00e0 c\u00e1c c\u1eeda h\u00e0ng ch\u00fang ta bao ph\u1ee7 \u0111\u1ec1u nh\u1ecf, k\u00e9m quan tr\u1ecdng tr\u00ean th\u1ecb tr\u01b0\u1eddng, n\u00ean chi\u1ebfm doanh s\u1ed1 nh\u1ecf. V\u00ec th\u1ebf, ch\u00fang ta quan t\u00e2m nhi\u1ec1u \u0111\u1ebfn WD, t\u1ee9c l\u00e0 bao ph\u1ee7 t\u1eadp trung nh\u1eefng c\u1eeda h\u00e0ng l\u1edbn, c\u00f3 doanh s\u1ed1 cao. Tuy nhi\u00ean, \u0111\u1ed1i th\u1ee7 c\u0169ng s\u1ebd quan t\u00e2m \u0111\u1ebfn c\u1eeda h\u00e0ng l\u1edbn, h\u1ecd s\u1ebd ra s\u1ee9c ch\u0103m s\u00f3c, \u0111\u1ed5 ti\u1ec1n \u0111\u1ec3 o b\u1ebf nh\u1eadp h\u00e0ng, l\u00e0m ch\u01b0\u01a1ng tr\u00ecnh t\u1ea1i \u0111i\u1ec3m b\u00e1n \u0111\u1ec3 \u0111\u1ea9y offtake, v\u00ec th\u1ebf s\u1ebd ph\u1ea3i c\u1ea1nh tranh \u1edf nh\u1eefng c\u1eeda h\u00e0ng l\u1edbn nh\u01b0 v\u1eady!<\/p>\n<p><em><strong><u>T\u1ed1c \u0111\u1ed9 bao ph\u1ee7 (Speed to serve)<\/u>:\u00a0<\/strong><\/em>th\u1eddi gian \u0111\u1ec3 h\u00e0ng h\u00f3a \u0111\u1ea1t \u0111\u01b0\u1ee3c m\u1ee9c bao ph\u1ee7 theo m\u1ee5c ti\u00eau. Ch\u1ec9 s\u1ed1 n\u00e0y r\u1ea5t quan tr\u1ecdng cho nh\u1eefng chi\u1ebfn d\u1ecbch tung h\u00e0ng m\u1edbi, chi\u1ebfn d\u1ecbch T\u1ebft. Tr\u01b0\u1edbc khi ch\u1ea1y truy\u1ec1n th\u00f4ng th\u00ec ph\u1ea3i \u0111\u1ea3m b\u1ea3o t\u1ed1c \u0111\u1ed9 ph\u1ee7 h\u00e0ng nhanh. V\u1edbi h\u1ec7 th\u1ed1ng ph\u00e2n ph\u1ed1i t\u1ed1t, c\u00f3 th\u1ec3 ph\u1ee7 \u0111\u01b0\u1ee3c 40.000 c\u1eeda h\u00e0ng b\u00e1n l\u1ebb trong 1 th\u00e1ng!<\/p>\n<p><em><strong><u>M\u1ee9c \u0111\u1ed9 h\u1ee5t h\u00e0ng (Out-of-stock)<\/u>:<\/strong><\/em>\u00a0s\u1ed1 l\u01b0\u1ee3ng \u0111i\u1ec3m b\u00e1n c\u00f3 ph\u00e2n ph\u1ed1i s\u1ea3n ph\u1ea9m nh\u01b0 t\u1ea1m th\u1eddi thi\u1ebfu h\u00e0ng trong kho\u1ea3ng th\u1eddi gian nh\u1ea5t \u0111\u1ecbnh. R\u1ee7i ro l\u1edbn c\u1ee7a h\u1ee5t h\u00e0ng l\u00e0 kh\u00e1ch h\u00e0ng s\u1ebd mua h\u00e0ng \u0111\u1ed1i th\u1ee7 n\u1ebfu l\u00e0 ng\u00e0nh h\u00e0ng mang t\u00ednh nhu y\u1ebfu ph\u1ea9m. Ch\u1eb3ng ai b\u1ecf qua c\u1eeda h\u00e0ng kh\u00e1c \u0111\u1ec3 h\u1ecfi mua 1 b\u1ecbch b\u00e1nh snack n\u1ebfu c\u1eeda h\u00e0ng n\u00e0y kh\u00f4ng c\u00f3. H\u1ec7 th\u1ed1ng ph\u00e2n ph\u1ed1i m\u1ea1nh &#8220;ch\u00e2m&#8221; h\u00e0ng th\u01b0\u1eddng xuy\u00ean \u0111\u1ec3 kh\u00f4ng b\u1ecb r\u01a1i v\u00e0o t\u00ecnh tr\u1ea1ng out-of-stock.<\/p>\n<p><strong><em><u>Chi ph\u00ed ph\u1ee5c v\u1ee5 (Cost per serve)<\/u>:\u00a0<\/em><\/strong>chi ph\u00ed ph\u1ea3i tr\u1ea3 \u0111\u1ec3 ph\u00e2n ph\u1ed1i 1 \u0111\u01a1n v\u1ecb s\u1ea3n ph\u1ea9m ra th\u1ecb tr\u01b0\u1eddng (bao g\u1ed3m c\u00e1c lo\u1ea1i chi ph\u00ed b\u00e1n h\u00e0ng nh\u01b0: chi ph\u00ed cho h\u1ec7 th\u1ed1ng nh\u00e0 ph\u00e2n ph\u1ed1i, chi ph\u00ed \u0111\u1ed9i ng\u0169 Sales &amp; logistics). \u0110\u01b0\u1ee3c t\u00ednh b\u1eb1ng: T\u1ed5ng chi ph\u00ed b\u00e1n h\u00e0ng\/s\u1ea3n l\u01b0\u1ee3ng b\u00e1n qua k\u00eanh. Khi nh\u1eafc \u0111\u1ebfn t\u1ed1i \u01b0u chi ph\u00ed v\u1eadn h\u00e0nh h\u1ec7 th\u1ed1ng ph\u00e2n ph\u1ed1i, th\u00ec \u0111\u00e2y l\u00e0 lo\u1ea1i chi ph\u00ed \u0111\u01b0\u1ee3c \u0111\u01b0a ra ph\u00e2n t\u00edch \u0111\u1ec3 nh\u1eb1m t\u1ed1i \u01b0u.<\/p>\n<p><strong><em><u>\u0110\u1ed9 t\u01b0\u01a1i m\u1edbi c\u1ee7a s\u1ea3n ph\u1ea9m (d\u00f9ng cho h\u00e0ng h\u00f3a c\u00f3 date ng\u1eafn ng\u00e0y)<\/u>:<\/em><\/strong>\u00a0C\u00e1c k\u00eanh ph\u00e2n ph\u1ed1i kh\u00e1c nhau th\u00ec s\u1ee9c mua (offtake) kh\u00e1c nhau, v\u00ec th\u1ebf t\u00ecnh tr\u1ea1ng date ng\u1eafn\/d\u00e0i kh\u00e1c nhau \u1edf t\u1eebng k\u00eanh (v\u00ed d\u1ee5 s\u1eefa chua c\u00f3 offtake r\u1ea5t nhanh \u1edf Circle K n\u00ean date h\u00e0ng lu\u00f4n m\u1edbi). V\u00ec th\u1ebf, khi v\u1eadn h\u00e0nh h\u1ec7 th\u1ed1ng k\u00eanh ph\u00e2n ph\u1ed1i \u1edf ng\u00e0nh h\u00e0ng date ng\u1eafn (h\u00e0ng th\u1ef1c ph\u1ea9m l\u00e0m m\u00e1t, th\u1ecbt c\u00e1, rau c\u1ee7, x\u00fac x\u00edch, s\u1eefa t\u01b0\u01a1i thanh tr\u00f9ng,&#8230;) th\u00ec vi\u1ec7c \u0111\u1ea3m b\u1ea3o h\u00e0ng date m\u1edbi xu\u1ea5t hi\u1ec7n li\u00ean t\u1ee5c \u1edf nh\u1eefng k\u00eanh kh\u00e1c nhau l\u00e0 r\u1ea5t quan tr\u1ecdng, v\u00ec date m\u1edbi l\u00e0 y\u1ebfu t\u1ed1 k\u00edch th\u00edch shopper mua h\u00e0ng.<\/p>\n<h3>2. Hi\u1ec3u chi\u1ebfn l\u01b0\u1ee3c Brand &amp; \u0111\u1ecbnh h\u01b0\u1edbng k\u00eanh ph\u00e2n ph\u1ed1i<\/h3>\n<p>Ng\u01b0\u1eddi thi\u1ebft k\u1ebf &amp; v\u1eadn h\u00e0nh h\u1ec7 th\u1ed1ng ph\u00e2n ph\u1ed1i quan t\u00e2m \u0111\u1ebfn 3 y\u1ebfu t\u1ed1 quan tr\u1ecdng nh\u1ea5t c\u1ee7a chi\u1ebfn l\u01b0\u1ee3c Brand, \u0111\u00f3 l\u00e0: nh\u00f3m kh\u00e1ch h\u00e0ng ch\u1ee7 \u0111\u1ea1o l\u00e0 ai (Target Consumer), brand mu\u1ed1n truy\u1ec1n t\u1ea3i cam k\u1ebft g\u00ec quan tr\u1ecdng nh\u1ea5t m\u00e0 mu\u1ed1n kh\u00e1ch h\u00e0ng nh\u1edb (Brand\/Product Proposition) &amp; nhi\u1ec7m v\u1ee5 \u01b0u ti\u00ean c\u1ea7n ph\u1ea3i l\u00e0m trong n\u0103m c\u1ee7a Brand (Brand Job-2-Be-Done). B\u00ean c\u1ea1nh \u0111\u00f3 c\u00f2n quan t\u00e2m \u0111\u1ebfn 2 y\u1ebfu t\u1ed1 quan tr\u1ecdng nh\u1ea5t c\u1ee7a chi\u1ebfn l\u01b0\u1ee3c Trade Marketing, \u0111\u00f3 l\u00e0 c\u00e1c nh\u00f3m shopper mu\u1ed1n nh\u1eafm v\u00e0o (Target Shopper) &amp; h\u1ecd hay mua s\u1eafm \u1edf nh\u1eefng k\u00eanh ch\u00ednh n\u00e0o (Channel), t\u1ed5ng c\u1ed9ng l\u00e0 5 y\u1ebfu t\u1ed1 m\u00e0 ch\u1ee7 doanh nghi\u1ec7p ph\u1ea3i c\u00f3 c\u00e1i nh\u00ecn bao qu\u00e1t l\u1edbn \u0111\u1ec3 \u0111\u1ecbnh h\u01b0\u1edbng thi\u1ebft k\u1ebf k\u00eanh ph\u00e2n ph\u1ed1i<\/p>\n<p>S\u1ef1 k\u1ebft n\u1ed1i, t\u01b0\u01a1ng quan c\u1ee7a 5 y\u1ebfu t\u1ed1 n\u00e0y l\u00e0: Brand x\u00e2y d\u1ef1ng \u0111\u1ecbnh v\u1ecb v\u1edbi cam k\u1ebft quan tr\u1ecdng nh\u1ea5t (Brand\/Product Proposition) ph\u00f9 h\u1ee3p cho nh\u00f3m kh\u00e1ch h\u00e0ng ch\u1ee7 \u0111\u1ea1o (Target Consumer). Nh\u00f3m kh\u00e1ch h\u00e0ng ch\u1ee7 \u0111\u1ea1o n\u00e0y c\u00f3 th\u1ec3 c\u0169ng l\u00e0 shopper (ho\u1eb7c \u0111\u01b0\u1ee3c shopper mua h\u00e0ng d\u00f9m &#8211; v\u00ed d\u1ee5 m\u1eb9 mua s\u1eefa cho con), v\u00ec th\u1ebf shopper mua h\u00e0ng \u1edf Channel n\u00e0o th\u00ec h\u1ec7 th\u1ed1ng ph\u00e2n ph\u1ed1i s\u1ebd x\u00e2y d\u1ef1ng \u0111\u01b0\u1eddng d\u1eabn h\u00e0ng h\u00f3a t\u1eeb nh\u00e0 s\u1ea3n xu\u1ea5t \u0111\u1ebfn channel \u0111\u00f3. Tuy nhi\u00ean, trong 1 n\u0103m s\u1ebd \u01b0u ti\u00ean nh\u1eefng nhi\u1ec7m v\u1ee5 quan tr\u1ecdng kh\u00e1c nhau v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u c\u0169ng nh\u01b0 m\u1ea1ng l\u01b0\u1edbi ph\u00e2n ph\u1ed1i \u0111\u1ec3 gi\u00fap \u0111\u1ea1t doanh s\u1ed1, v\u00ec th\u1ebf c\u00f4ng vi\u1ec7c thi\u1ebft k\u1ebf chi\u1ebfn l\u01b0\u1ee3c ph\u00e2n ph\u1ed1i v\u1edbi m\u1ee9c \u0111\u1ed9 bao ph\u1ee7 t\u1ed1i \u01b0u h\u00e0ng n\u0103m c\u1ee7a doanh nghi\u1ec7p s\u1ebd ph\u1ea3i \u0111\u01b0\u1ee3c b\u1eaft \u0111\u1ea7u t\u1eeb n\u1ec1n t\u1ea3ng th\u1ea5u hi\u1ec3u 5 y\u1ebfu t\u1ed1 quan tr\u1ecdng tr\u00ean.<\/p>\n<p><strong>1. Nh\u00f3m kh\u00e1ch h\u00e0ng ch\u1ee7 \u0111\u1ea1o (Target consumer):<\/strong>\u00a0l\u00e0 nh\u00f3m kh\u00e1ch h\u00e0ng brand nh\u1eafm v\u00e0o \u0111\u1ec3 x\u00e2y d\u1ef1ng \u0111\u1ecbnh v\u1ecb v\u1ec1 s\u1ea3n ph\u1ea9m (ch\u1ee9c n\u0103ng s\u1ea3n ph\u1ea9m ph\u00f9 h\u1ee3p v\u1edbi nhu c\u1ea7u ti\u00eau d\u00f9ng), v\u1ec1 h\u00ecnh \u1ea3nh (c\u00e1c thi\u1ebft k\u1ebf bao b\u00ec m\u1eabu m\u00e3 s\u1ea3n ph\u1ea9m m\u00e0 h\u1ecd th\u00edch th\u00fa, c\u00e1c m\u1eabu truy\u1ec1n th\u00f4ng t\u1ea1o c\u1ea3m gi\u00e1c ph\u00f9 h\u1ee3p), v\u1ec1 t\u00ednh c\u00e1ch (h\u1eefu h\u00ecnh h\u00f3a brand nh\u01b0 con ng\u01b0\u1eddi th\u1eadt b\u1eb1ng truy\u1ec1n th\u00f4ng c\u00f3 t\u00ednh c\u00e1ch ph\u00f9 h\u1ee3p v\u1edbi kh\u00e1ch h\u00e0ng). Nh\u00f3m kh\u00e1ch h\u00e0ng ch\u1ee7 \u0111\u1ea1o bao g\u1ed3m c\u00e1c ti\u00eau ch\u00ed: nh\u00e2n kh\u1ea9u h\u1ecdc (tu\u1ed5i t\u00e1c, gi\u1edbi t\u00ednh, thu nh\u1eadp, \u0111\u1ecba l\u00fd, ngh\u1ec1 nghi\u1ec7p, v.v\u2026), style (c\u00f3 style \u0103n m\u1eb7c, c\u00e1ch s\u1ed1ng g\u00ec \u0111\u1eb7c bi\u1ec7t c\u1ea7n ph\u1ea3i quan t\u00e2m li\u00ean quan \u0111\u1ebfn th\u1ecb tr\u01b0\u1eddng), h\u00e0nh vi (c\u00f3 h\u00e0nh vi mua g\u00ec \u0111\u1eb7c bi\u1ec7t), nh\u1eadn th\u1ee9c\/th\u00e1i \u0111\u1ed9 (c\u00f3 quan \u0111i\u1ec3m, nh\u1eadn th\u1ee9c g\u00ec \u0111\u1eb7c bi\u1ec7t m\u00e0 ph\u1ea3i quan t\u00e2m).<\/p>\n<p>V\u00ed d\u1ee5, \u0111\u1ed1i t\u01b0\u1ee3ng kh\u00e1ch h\u00e0ng c\u1ee7a OMO l\u00e0: c\u00e1c ph\u1ee5 n\u1eef n\u1ed9i tr\u1ee3 c\u00f3 con nh\u1ecf [nh\u00e2n kh\u1ea9u], nh\u1eadn th\u1ee9c r\u1ea5t r\u00f5 v\u1ec1 t\u1ea7m quan tr\u1ecdng v\u1ec1 vi\u1ec7c cho con vui ch\u01a1i ngo\u00e0i tr\u1eddi \u0111\u1ec3 ph\u00e1t tri\u1ec3n [nh\u1eadn th\u1ee9c], nh\u01b0ng h\u1ecd r\u1ea5t quan ng\u1ea1i l\u00e0 \u0111\u1ec3 con vui ch\u01a1i nh\u01b0 v\u1eady s\u1ebd l\u1ea5m b\u1ea9n &amp; nh\u01b0 th\u1ebf s\u1ebd t\u1ed1n c\u00f4ng s\u1ee9c gi\u1eb7t tay v\u00ec s\u1ebd r\u1ea5t c\u1ef1c [th\u00e1i \u0111\u1ed9].<\/p>\n<p>Khi th\u1ea5u hi\u1ec3u \u0111\u01b0\u1ee3c \u0111\u1ed1i t\u01b0\u1ee3ng kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau m\u00e0 Brand nh\u1eafm t\u1edbi, s\u1ebd gi\u00fap nh\u1eefng ng\u01b0\u1eddi x\u00e2y d\u1ef1ng chi\u1ebfn l\u01b0\u1ee3c ph\u00e2n ph\u1ed1i bi\u1ebft \u0111\u01b0\u1ee3c \u0111\u1ed1i t\u01b0\u1ee3ng shopper mua s\u1ea3n ph\u1ea9m c\u1ee7a m\u00ecnh l\u00e0 ai, t\u1eeb \u0111\u00f3 x\u00e1c \u0111\u1ecbnh \u0111\u01b0\u1ee3c nh\u1eefng k\u00eanh b\u00e1n h\u00e0ng ph\u00f9 h\u1ee3p \u0111\u1ec3 doanh nghi\u1ec7p ph\u00e1t tri\u1ec3n v\u00e0 m\u1edf r\u1ed9ng.<\/p>\n<p><strong>2. Th\u00f4ng \u0111i\u1ec7p, cam k\u1ebft quan tr\u1ecdng c\u1ee7a Brand\/Product (Brand\/Product Proposition):<\/strong>\u00a01 brand c\u00f3 nhi\u1ec1u thu\u1ed9c t\u00ednh v\u1ec1 l\u00fd t\u00ednh &amp; c\u1ea3m x\u00fac m\u00e0 kh\u00e1ch h\u00e0ng c\u1ea3m nh\u1eadn (v\u00ed d\u1ee5, ph\u00f2ng t\u1eadp gym Cali \u0111\u01b0\u1ee3c c\u1ea3m nh\u1eadn l\u00e0 pro, nhi\u1ec1u ph\u00f2ng t\u1eadp \u1edf kh\u1eafp n\u01a1i, nhi\u1ec1u trainer ng\u01b0\u1eddi n\u01b0\u1edbc ngo\u00e0i, chuy\u00ean nghi\u1ec7p, m\u00f4i tr\u01b0\u1eddng tr\u1ebb, s\u00f4i \u0111\u1ed9ng &amp; kh\u00e1 h\u00e0o nho\u00e1ng, cao c\u1ea5p, chuy\u00ean nghi\u1ec7p, n\u01a1i \u0111\u1ec3 r\u00e8n luy\u1ec7n v\u00ec s\u1ee9c kh\u1ecfe &amp; s\u1eafc \u0111\u1eb9p). Tuy nhi\u00ean, m\u1ee9c \u0111\u1ed9 \u0111\u00e1nh gi\u00e1 c\u00e1c thu\u1ed9c t\u00ednh \u0111\u00f3 s\u1ebd kh\u00e1c nhau, s\u1ebd c\u00f3 nh\u1eefng thu\u1ed9c t\u00ednh \u0111\u01b0\u1ee3c \u0111\u00e1nh gi\u00e1 nhi\u1ec1u h\u01a1n, nh\u01b0ng 1 brand ch\u1ec9 c\u1ea7n 1 hay 1 v\u00e0i thu\u1ed9c t\u00ednh quan tr\u1ecdng nh\u1ea5t \u0111\u01b0\u1ee3c \u0111\u00e1nh gi\u00e1 cao m\u00e0 brand \u0111\u00f3 c\u00f3 \u0111\u1ecbnh h\u01b0\u1edbng chi\u1ebfn l\u01b0\u1ee3c mu\u1ed1n x\u00e2y d\u1ef1ng (ch\u00fang ph\u1ea3i t\u1ea1o ra gi\u00e1 tr\u1ecb cao cho kh\u00e1ch h\u00e0ng &amp; kh\u00e1c bi\u1ec7t v\u1edbi \u0111\u1ed1i th\u1ee7) th\u00ec \u0111\u01b0\u1ee3c \u0111\u00e1nh gi\u00e1 l\u00e0 th\u00e0nh c\u00f4ng (d\u0129 nhi\u00ean k\u1ebft qu\u1ea3 \u0111o l\u01b0\u1eddng cu\u1ed1i c\u00f9ng v\u1eabn l\u00e0 ng\u01b0\u1eddi ta mua h\u00e0ng!). V\u00ed d\u1ee5, Cali l\u00e0 \u201cPh\u00f2ng t\u1eadp chuy\u00ean nghi\u1ec7p cho s\u1ee9c kh\u1ecfe &amp; nhan s\u1eafc\u201d, Clear l\u00e0 tr\u1ecb g\u00e0u \u0111\u1ec3 kh\u00f4ng ng\u1ea1i ph\u1ea3i d\u1ea5u, Vinamilk l\u00e0 v\u00ec s\u1ee9c kh\u1ecfe c\u1ee7a 1 d\u00e2n t\u1ed9c Vi\u1ec7t Nam.<\/p>\n<p>Vi\u1ec7c hi\u1ec3u th\u00f4ng \u0111i\u1ec7p, cam k\u1ebft c\u1ed1t l\u00f5i c\u1ee7a Brand, s\u1ebd gi\u00fap c\u1ee7ng c\u1ed1 v\u00e0 s\u00e0ng l\u1ecdc nh\u1eefng channel th\u1eadt s\u1ef1 ph\u00f9 h\u1ee3p, \u0111\u1ea3m b\u1ea3o m\u1ea1ng l\u01b0\u1edbi ph\u00e2n ph\u1ed1i \u0111\u01b0\u1ee3c c\u1ea5u tr\u00fac v\u00e0 h\u1ec7 th\u1ed1ng nh\u1eb1m kh\u00f4ng \u0111i ch\u1ec7ch h\u01b0\u1edbng v\u1edbi gi\u00e1 tr\u1ecb m\u00e0 th\u01b0\u01a1ng hi\u1ec7u mu\u1ed1n x\u00e2y d\u1ef1ng.<\/p>\n<p><strong>3. Nhi\u1ec7m v\u1ee5 \u01b0u ti\u00ean c\u1ea7n ph\u1ea3i l\u00e0m c\u1ee7a Brand (Brand Job-2-Be-Done):<\/strong>\u00a0ngh\u0129a l\u00e0 nhi\u1ec7m v\u1ee5 thay \u0111\u1ed5i nh\u1eadn th\u1ee9c &amp; h\u00e0nh vi c\u1ee7a kh\u00e1ch h\u00e0ng \u0111\u1ed1i v\u1edbi brand \u0111\u1ec3 gi\u00fap t\u0103ng tr\u01b0\u1edfng business. C\u00f4ng th\u1ee9c c\u1ee7a Brand J2BD l\u00e0:\u00a0<strong>Get [Who] Do [What] By [What \u201cP\u201d]<\/strong>\u00a0&#8211;<strong>\u00a0L\u00e0m cho [Nh\u00f3m Kh\u00e1ch H\u00e0ng n\u00e0o] c\u00f3 H\u00e0nh Vi [G\u00ec] B\u1eb1ng [Y\u1ebfu t\u1ed1 \u201cP\u201d n\u00e0o c\u1ee7a Brand].<\/strong><\/p>\n<p>V\u00ed d\u1ee5: Get [Young Women (15-22)] buy [Biore Acne Core 80gr] by [changing new greater Packaging &#8211; \u201cP\u201d Packaging]<\/p>\n<p>Nhi\u1ec1u l\u00fac, b\u1ea3n th\u00e2n marketer hay n\u00f3i \u201cbao b\u00ec x\u1ea5u qu\u00e1, design l\u1ea1i bao b\u00ec m\u1edbi\u201d, hay l\u00e0 \u201cKey Visual nh\u00ecn qu\u00ea qu\u00e1, design l\u1ea1i c\u00e1i m\u1edbi\u201d, th\u1ef1c ra n\u00f3 l\u00e0 1 b\u01b0\u1edbc shortcut c\u1ee7a 1 Brand J2BD, c\u1ee5 th\u1ec3 l\u00e0: L\u00e0m cho Kh\u00e1ch H\u00e0ng h\u1ee9ng th\u00fa &amp; mu\u1ed1n mua s\u1ea3n ph\u1ea9m b\u1eb1ng vi\u1ec7c thay bao b\u00ec b\u1eaft m\u1eaft h\u01a1n. Brand J2BD c\u00f3 r\u1ea5t nhi\u1ec1u trong 1 brand, bao g\u1ed3m fix nh\u1eefng issue c\u1ee7a brand (v\u00ed d\u1ee5 kh\u00e1ch h\u00e0ng \u0111ang nh\u00ecn nh\u1eadn v\u1ec1 brand kh\u00f4ng \u0111\u00fang nh\u01b0 \u0111\u1ecbnh v\u1ecb, hay kh\u00e1ch h\u00e0ng kh\u00f4ng mua s\u1ea3n ph\u1ea9m m\u1edbi tung) ho\u1eb7c t\u1ea1o ra nh\u1eefng th\u1ee9 m\u1edbi \u0111\u1ec3 gi\u00fap brand hay business t\u0103ng tr\u01b0\u1edfng. Nh\u1eefng Brand J2BD l\u1edbn, t\u1ea1o gi\u00e1 tr\u1ecb cao n\u00ean \u0111\u01b0\u1ee3c t\u1eadp trung x\u00e2y d\u1ef1ng &amp; tri\u1ec3n khai trong n\u0103m.<\/p>\n<p>Ngu\u1ed3n: Tr\u00edch m\u00f4 h\u00ecnh &#8220;Connection Brand to Channel&#8221; c\u1ee7a t\u00e1c gi\u1ea3 Mike Anthony<\/p>\n<p>V\u00e0 quan tr\u1ecdng h\u01a1n c\u1ea3, ng\u01b0\u1eddi thi\u1ebft k\u1ebf v\u1eadn h\u00e0nh chi\u1ebfn l\u01b0\u1ee3c ph\u00e2n ph\u1ed1i c\u1ea7n ph\u1ea3i bi\u1ebft v\u00e0 hi\u1ec3u \u0111\u01b0\u1ee3c s\u1ef1 k\u1ebft n\u1ed1i gi\u1eefa Business objective (m\u1ee5c ti\u00eau doanh thu) v\u00e0 nh\u1eefng Brand J2BD l\u1edbn &#8211; mang t\u00ednh \u0111\u1ecbnh h\u01b0\u1edbng d\u00e0i h\u1ea1n trong n\u0103m v\u1edbi m\u00f4 h\u00ecnh\/chi\u1ebfn l\u01b0\u1ee3c ph\u00e2n ph\u1ed1i s\u1ea3n ph\u1ea9m, c\u00e1ch tri\u1ec3n khai ho\u1ea1t \u0111\u1ed9ng t\u1ea1i \u0111i\u1ec3m b\u00e1n hi\u1ec7u qu\u1ea3 \u0111\u1ec3 \u0111\u1ea3m b\u1ea3o \u0111\u1ea1t \u0111\u01b0\u1ee3c m\u1ee5c ti\u00eau doanh nghi\u1ec7p.<\/p>\n<p><strong>4. Nh\u00f3m shopper mu\u1ed1n nh\u1eafm v\u00e0o (Target Shopper):<\/strong>\u00a0ng\u01b0\u1eddi mua c\u00f3 th\u1ec3 gi\u1ed1ng ho\u1eb7c kh\u00e1c kh\u00e1ch h\u00e0ng ti\u00eau d\u00f9ng (Gi\u1ed1ng: nh\u01b0 l\u00e0 t\u00f4i mua lon Coke cho t\u00f4i d\u00f9ng, Kh\u00e1c: l\u00e0 t\u00f4i mua chai Coke 1 l\u00edt bi\u1ebfu cho ba m\u1eb9 v\u00e0o d\u1ecbp T\u1ebft).<\/p>\n<p>2 c\u00e2u h\u1ecfi m\u00e0 ng\u01b0\u1eddi thi\u1ebft k\u1ebf ho\u1ea1ch \u0111\u1ecbnh chi\u1ebfn l\u01b0\u1ee3c ph\u00e2n ph\u1ed1i c\u1ea7n tr\u1ea3 l\u1eddi khi mu\u1ed1n hi\u1ec3u Shopper l\u00e0:<\/p>\n<p><strong>Shopper c\u1ee7a t\u00f4i l\u00e0 ai?<\/strong>\u00a0\u2013 Ph\u1ea3i n\u1eafm \u0111\u01b0\u1ee3c s\u1ee3i d\u00e2y k\u1ebft n\u1ed1i t\u1eeb nh\u00f3m Target Consumer \u0111\u1ebfn nh\u00f3m Target Shopper, sau \u0111\u00f3 m\u00f4 t\u1ea3 chi ti\u1ebft \u0111\u1eb7c \u0111i\u1ec3m c\u1ee7a nh\u00f3m Shopper \u0111\u00f3. N\u1ebfu l\u00e0 ng\u01b0\u1eddi l\u00e0m ho\u1ea1t \u0111\u1ed9ng Trade MKT t\u1ea1i \u0111i\u1ec3m b\u00e1n, ngo\u00e0i hi\u1ec3u nh\u1eefng y\u1ebfu t\u1ed1 mang t\u00ednh nh\u00e2n kh\u1ea9u h\u1ecdc profile c\u1ee7a shopper, th\u00ec c\u1ea7n ph\u1ea3i hi\u1ec3u \u0111\u01b0\u1ee3c shopping mission c\u1ee7a Shopper l\u00e0 g\u00ec? H\u1ecd mua cho gia \u0111\u00ecnh hay mua cho b\u1ea3n th\u00e2n? H\u1ecd mua \u0111\u1ec3 t\u00edch tr\u1eef cho c\u1ea3 tu\u1ea7n hay ch\u1ec9 \u0111\u01a1n thu\u1ea7n l\u00e0 h\u1ebft n\u00ean \u0111i mua th\u00eam?&#8230; V\u1edbi t\u1eebng Shopping mission kh\u00e1c nhau, h\u00e0nh vi Shopper s\u1ebd kh\u00e1c nhau, v\u00e0 th\u00f4ng \u0111i\u1ec7p Trade Marketing n\u00ean n\u00f3i c\u0169ng s\u1ebd kh\u00e1c nhau.<\/p>\n<p><strong>Shopper c\u1ee7a t\u00f4i \u0111ang mua h\u00e0ng \u1edf \u0111\u00e2u?<\/strong>\u00a0Si\u00eau th\u1ecb hay ch\u1ee3? CVS hay ti\u1ec7m t\u1ea1p h\u00f3a? H\u1ecd mua g\u1ea7n nh\u00e0 hay g\u1ea7n ch\u1ed7 l\u00e0m vi\u1ec7c? H\u1ecd ch\u1ecdn ch\u1ed7 mua s\u1eafm nh\u01b0 th\u1ebf n\u00e0o? Tr\u1ea3 l\u1eddi \u0111\u01b0\u1ee3c c\u00e2u h\u1ecfi n\u00e0y, b\u1ea1n s\u1ebd bi\u1ebft m\u00ecnh n\u00ean \u0111\u00e1nh nh\u1eefng channel n\u00e0o, \u01b0u ti\u00ean k\u00eanh ph\u00e2n ph\u1ed1i n\u00e0o, nh\u1eefng khu v\u1ef1c n\u00e0o trong store c\u1ea7n \u0111\u1ea7u t\u01b0 ng\u00e2n s\u00e1ch.<\/p>\n<p><strong>5. K\u00eanh ph\u00e2n ph\u1ed1i (Channel) v\u00e0 \u0111i\u1ec3m b\u00e1n (Outlet):<\/strong>\u00a0Ch\u00fang ta c\u1ea7n ph\u1ea3i n\u1eafm r\u00f5 2 kh\u00e1i ni\u1ec7m \u0111i\u1ec3m b\u00e1n (Outlet) v\u00e0 k\u00eanh ph\u00e2n ph\u1ed1i (Channel), \u0111\u1ec3 h\u1ed7 tr\u1ee3 cho qu\u00e1 tr\u00ecnh l\u00ean k\u1ebf ho\u1ea1ch ph\u00e2n ph\u1ed1i c\u1ee7a doanh nghi\u1ec7p.<\/p>\n<p><strong>\u0110i\u1ec3m b\u00e1n (Outlet):\u00a0<\/strong>L\u00e0 t\u1ea5t c\u1ea3 nh\u1eefng \u0111\u1ecba \u0111i\u1ec3m Shopper c\u00f3 th\u1ec3 t\u00ecm v\u00e0 mua s\u1ea3n ph\u1ea9m c\u1ee7a b\u1ea1n.<\/p>\n<p><strong>K\u00eanh ph\u00e2n ph\u1ed1i (Channel):<\/strong>\u00a0L\u00e0 nh\u00f3m nh\u1eefng \u0111i\u1ec3m b\u00e1n c\u00f3 nh\u1eefng \u0111i\u1ec3m t\u01b0\u01a1ng \u0111\u1ed3ng v\u1ec1 \u0111\u1eb7c t\u00ednh c\u1eeda h\u00e0ng, m\u1ee5c \u0111\u00edch mua s\u1eafm v\u00e0 h\u00e0nh vi c\u1ee7a Shopper. V\u1edbi t\u1eebng ng\u00e0nh h\u00e0ng kh\u00e1c nhau s\u1ebd \u01b0u ti\u00ean nh\u1eefng nh\u00f3m Channel kh\u00e1c nhau<\/p>\n<p>V\u00ed d\u1ee5, khi b\u1ea1n mu\u1ed1n mua Coca \u0111\u1ec3 gi\u1ea3i kh\u00e1t, th\u00ec c\u1eeda h\u00e0ng b\u00e0 T\u00e1m ngay \u0111\u1ea7u ng\u00f5 c\u1ee7a b\u1ea1n l\u00e0 m\u1ed9t Outlet, Outlet n\u00e0y thu\u1ed9c k\u00eanh ph\u00e2n ph\u1ed1i ti\u1ec7m t\u1ea1p h\u00f3a. Hi\u1ec3u n\u00f4m na, m\u1ed7i Outlet l\u00e0 m\u1ed9t touch-point k\u1ebft n\u1ed1i Brand v\u1edbi Shopper, c\u00f2n Channel l\u00e0 t\u1eadp h\u1ee3p t\u1ea5t c\u1ea3 nh\u1eefng touch-point \u0111\u00f3 v\u00e0 \u0111\u01b0\u1ee3c ph\u00e2n nh\u00f3m d\u1ef1a tr\u00ean nh\u1eefng \u0111i\u1ec3m t\u01b0\u01a1ng \u0111\u1ed3ng v\u1ec1 h\u00e0nh vi Shopper v\u00e0 b\u1ea3n th\u00e2n \u0111\u1eb7c t\u00ednh c\u1ee7a t\u1eebng store. Channel hay outlet l\u00e0 chi\u1ebfn tr\u01b0\u1eddng t\u00e1c \u0111\u1ed9ng \u0111\u1ebfn quy\u1ebft \u0111\u1ecbnh mua h\u00e0ng c\u1ee7a Shopper nhi\u1ec1u nh\u1ea5t. Do \u0111\u00f3, c\u00f4ng vi\u1ec7c x\u00e1c \u0111\u1ecbnh m\u1ee9c \u0111\u1ed9 bao ph\u1ee7 t\u1ed1i \u01b0u tr\u00ean th\u1ecb tr\u01b0\u1eddng, x\u00e1c \u0111\u1ecbnh channel \u01b0u ti\u00ean \u0111\u1ea7u t\u01b0 c\u0169ng nh\u01b0 \u0111\u00fang s\u1ed1 l\u01b0\u1ee3ng outlet \u1edf m\u1ed7i channel \u0111\u1ec3 ph\u00e2n ph\u1ed1i, s\u1ebd gi\u00fap h\u1ec7 th\u1ed1ng ph\u00e2n ph\u1ed1i c\u1ee7a doanh nghi\u1ec7p v\u1eeba c\u00f3 s\u1ee9c kh\u1ecfe v\u1ec1 chi\u1ec1u r\u1ed9ng l\u1eabn chi\u1ec1u s\u00e2u.<\/p>\n<p>C\u00f4ng vi\u1ec7c \u0111\u1ea7u ti\u00ean \u0111\u1ec3 x\u00e1c \u0111\u1ecbnh channel \u0111\u00fang l\u00e0 ph\u1ea3i ph\u00e2n kh\u00fac &#8211; channel segmentation, v\u00e0 \u0111\u00e2y c\u0169ng l\u00e0 c\u00f4ng vi\u1ec7c r\u1ea5t c\u0103n b\u1ea3n c\u1ee7a 1 ng\u01b0\u1eddi l\u00e0m Trade Marketing. Hi\u1ec3u m\u1ed9t c\u00e1ch \u0111\u01a1n gi\u1ea3n, Channel segmentation l\u00e0 chia nh\u1ecf h\u1ec7 th\u1ed1ng ph\u00e2n ph\u1ed1i \u0111ang c\u00f3 v\u00e0 nh\u00f3m ch\u00fang th\u00e0nh c\u00e1c nh\u00f3m Channel kh\u00e1c nhau, nh\u1eb1m \u0111\u1ec3 hi\u1ec3u \u0111\u1eb7c \u0111i\u1ec3m chung c\u1ee7a m\u1ed7i channel segment \u0111\u00f3.<\/p>\n<p>Sau khi \u0111\u00e3 c\u00f3 Channel segmentation, s\u1ebd b\u1eaft \u0111\u1ea7u \u0111i s\u00e2u v\u00e0o ph\u00e2n t\u00edch v\u1ec1 Channel \u0111\u1ec3 c\u00f3 nh\u1eefng hi\u1ec3u bi\u1ebft s\u00e2u s\u1eafc h\u01a1n v\u1ec1 c\u00e1ch v\u1eadn h\u00e0nh c\u1ee7a c\u00e1c Channel, ti\u1ec1m n\u0103ng c\u1ee7a ch\u00fang v\u00e0 nh\u1eefng ph\u1ea3n \u1ee9ng t\u1eeb ph\u00eda th\u1ecb tr\u01b0\u1eddng. \u0110\u00e2y l\u00e0 b\u01b0\u1edbc trung gian, c\u00f3 vai tr\u00f2 n\u1ec1n t\u1ea3ng \u0111\u1ec3 ra c\u00e1c quy\u1ebft \u0111\u1ecbnh v\u1ec1 \u0111\u1ecbnh h\u01b0\u1edbng \u01b0u ti\u00ean k\u00eanh ph\u00e2n ph\u1ed1i, m\u1ee5c ti\u00eau b\u00e1n h\u00e0ng v\u00e0 chi\u1ebfn l\u01b0\u1ee3c ho\u1ea1t \u0111\u1ed9ng kh\u00e1c nhau.\u00a0<strong>Ph\u00e2n t\u00edch Channel c\u1ea7n ph\u00e2n t\u00edch 4 y\u1ebfu t\u1ed1 sau<\/strong>:\u00a0<strong>(1)<\/strong>\u00a0V\u1edbi channel \u0111\u00f3, brand\/SKU n\u00e0o c\u1ea7n \u0111\u01b0\u1ee3c \u01b0u ti\u00ean \u0111\u1ea7u t\u01b0? \u2013 \u0111\u1ed1i v\u1edbi c\u00e1c doanh nghi\u1ec7p c\u00f3 portfolio s\u1ea3n ph\u1ea9m nhi\u1ec1u v\u00e0 \u0111a d\u1ea1ng,\u00a0<strong>(2)<\/strong>\u00a0Nh\u1eefng channel n\u00e0o \u0111ang \u0111\u00f3ng g\u00f3p volume v\u00e0 value l\u1edbn, th\u00f4ng qua vi\u1ec7c x\u00e1c \u0111\u1ecbnh total sales volume c\u1ee7a t\u1eebng channel v\u00e0 th\u1ecb ph\u1ea7n brand m\u00ecnh trong t\u1eebng channel \u0111\u00f3,\u00a0<strong>(3)<\/strong>\u00a0L\u1ee3i nhu\u1eadn t\u1eeb m\u1ed7i channel l\u00e0 nh\u01b0 th\u1ebf n\u00e0o? v\u00e0\u00a0<strong>(4)<\/strong>\u00a0xu h\u01b0\u1edbng t\u0103ng tr\u01b0\u1edfng c\u1ee7a m\u1ed7i channel s\u1ebd ra sao trong t\u01b0\u01a1ng lai.<\/p>\n<p>Khi \u0111\u00e3 c\u00f3 c\u00e1c th\u00f4ng tin v\u1ec1 k\u00eanh ph\u00e2n ph\u1ed1i, k\u1ebft h\u1ee3p v\u1edbi m\u1ee5c ti\u00eau doanh thu m\u00e0 c\u00f4ng ty \u0111\u01b0a ra, th\u00ec \u0111\u1ec3 x\u00e2y d\u1ef1ng \u0111\u01b0\u1ee3c chi\u1ebfn l\u01b0\u1ee3c ph\u00e2n ph\u1ed1i c\u1ee5 th\u1ec3, c\u1ea7n ph\u1ea3i t\u00ednh to\u00e1n v\u00e0 c\u00e2n nh\u1eafc v\u1ec1 s\u1ed1 target volume \u1edf m\u1ed7i channel, v\u1edbi m\u1ed7i channel \u0111\u00f3 th\u00ec c\u1ea7n \u0111\u1ea7u t\u01b0 v\u1edbi s\u1ed1 l\u01b0\u1ee3ng outlet nh\u01b0 th\u1ebf n\u00e0o, m\u00f4 h\u00ecnh ph\u00e2n ph\u1ed1i c\u00f3 s\u1ef1 k\u1ebft n\u1ed1i ra sao \u0111\u1ec3 \u0111\u1ea3m b\u1ea3o \u0111\u01b0\u1eddng d\u1eabn s\u1ea3n ph\u1ea9m ra th\u1ecb tr\u01b0\u1eddng \u0111\u01b0\u1ee3c \u201c\u0111\u1ea3 th\u00f4ng\u201d hi\u1ec7u qu\u1ea3. \u0110\u00f3 l\u00e0 c\u00e2u h\u1ecfi chi\u1ebfn l\u01b0\u1ee3c quan tr\u1ecdng, s\u1ebd \u0111\u01b0\u1ee3c tr\u1ea3 l\u1eddi trong nh\u1eefng n\u1ed9i dung sau c\u1ee7a b\u00e0i vi\u1ebft.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Thi\u1ebft k\u1ebf h\u1ec7 th\u1ed1ng ph\u00e2n ph\u1ed1i l\u00e0 1 c\u00f4ng vi\u1ec7c r\u1ea5t ph\u1ee9c t\u1ea1p, \u0111\u00f2i h\u1ecfi t\u01b0 duy chi\u1ebfn l\u01b0\u1ee3c cao &amp; am hi\u1ec3u c\u1ea3 chi\u1ebfn l\u01b0\u1ee3c c\u1ee7a Brand, Trade Marketing &amp; Business v\u00ec h\u1ec7 th\u1ed1ng ph\u00e2n ph\u1ed1i l\u00e0 \u0111\u01b0\u1eddng d\u1eabn k\u1ebft n\u1ed1i gi\u1eefa s\u1ea3n ph\u1ea9m &amp; shopper \/ consumer. Xu\u1ea5t ph\u00e1t \u0111i\u1ec3m c\u1ee7a ph\u1ea7n l\u1edbn [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[196],"tags":[],"_links":{"self":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/4272"}],"collection":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/comments?post=4272"}],"version-history":[{"count":0,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/4272\/revisions"}],"wp:attachment":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/media?parent=4272"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/categories?post=4272"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/tags?post=4272"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}