{"id":22256,"date":"2019-08-08T01:36:13","date_gmt":"2019-08-07T18:36:13","guid":{"rendered":"https:\/\/gudjob.net\/?p=22256"},"modified":"2019-08-08T01:36:13","modified_gmt":"2019-08-07T18:36:13","slug":"bai-hoc-dat-gia-tu-chien-luoc-tai-tung","status":"publish","type":"post","link":"https:\/\/gudjob.net\/ko\/blog\/bai-hoc-dat-gia-tu-chien-luoc-tai-tung\/","title":{"rendered":"B\u00e0i h\u1ecdc \u0111\u1eaft gi\u00e1 t\u1eeb chi\u1ebfn l\u01b0\u1ee3c &#8220;t\u00e1i tung&#8221;"},"content":{"rendered":"<p><!--kg-card-begin: html--><\/p>\n<ul>\n<li>Nghi\u00ean c\u1ee9u c\u1ee7a UK IPA dataBANK tr\u00ean 880 case studies cho th\u1ea5y chi\u1ebfn l\u01b0\u1ee3c \u201ct\u00e1i \u2013tung\u201d (re-launches) \u1ea3nh h\u01b0\u1edfng m\u1ea1nh m\u1ebd \u0111\u1ebfn ho\u1ea1t \u0111\u1ed9ng kinh doanh h\u01a1n nh\u1eefng ho\u1ea1t \u0111\u1ed9ng marketing kh\u00e1c.<\/li>\n<li>Nghi\u00ean c\u1ee9u v\u1ec1 nh\u00e3n h\u00e0ng Dove cho th\u1ea5y vi\u1ec7c c\u1ee7ng c\u1ed1 gi\u00e1 tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u hi\u1ec7n h\u1eefu s\u1ebd t\u1ed1t h\u01a1n l\u00e0 thay \u0111\u1ed5i chi\u1ebfn l\u01b0\u1ee3c theo h\u01b0\u1edbng kh\u00e1c; v\u00e0 truy\u1ec1n th\u00f4ng c\u1ea3m x\u00fac hi\u1ec7u qu\u1ea3 h\u01a1n truy\u1ec1n th\u00f4ng l\u00fd t\u00ednh.<\/li>\n<li>Kodak, United Airline v\u00e0 NASDAQ \u0111\u01b0\u1ee3c c\u1ee9u nguy tr\u01b0\u1edbc th\u1ec1m ph\u00e1 s\u1ea3n b\u1edfi qu\u1ea3ng c\u00e1o c\u1ea3m x\u00fac. Axe ch\u1ee9ng minh r\u1eb1ng vi\u1ec7c \u201ct\u00e1i tung\u201d l\u00e0m t\u0103ng doanh s\u1ed1 b\u00e1n h\u00e0ng \u0111\u00e1ng k\u1ec3.<\/li>\n<\/ul>\n<p>&#8212;&#8212;-<\/p>\n<p><em>B\u1ea1n s\u1ebd b\u1ea5t ng\u1edd khi nghi\u00ean c\u1ee9u case studies v\u1ec1 \u201ct\u00e1i tung\u201d tr\u00ean kh\u1eafp th\u1ebf gi\u1edbi, \u0111\u1eb7c bi\u1ec7t l\u00e0 khi m\u1ed9t s\u1ed1 th\u01b0\u01a1ng hi\u1ec7u th\u00e0nh c\u00f4ng v\u1eabn s\u1eed d\u1ee5ng chi\u1ebfn l\u01b0\u1ee3c n\u00e0y.<\/em><\/p>\n<h2 id=\"9jr17\"><strong>S\u1ef1 tuy\u1ec7t v\u1ecdng?<\/strong><\/h2>\n<p>\u201cT\u00e1i tung\u201d kh\u00f4ng ph\u1ea3i l\u00e0 chi\u1ebfn l\u01b0\u1ee3c ch\u1ec9 d\u00e0nh ri\u00eang cho nh\u1eefng doanh nghi\u1ec7p l\u00e2m v\u00e0o t\u00ecnh tr\u1ea1ng kh\u1ed1n kh\u00f3. D\u1eef li\u1ec7u UK IPA data-BANK cho th\u1ea5y 880 tr\u01b0\u1eddng h\u1ee3p s\u1eed d\u1ee5ng chi\u1ebfn l\u01b0\u1ee3c \u201ct\u00e1i tung\u201d \u0111\u1ec1u ph\u00e1t tri\u1ec3n ho\u1ea1t \u0111\u1ed9ng kinh doanh h\u01a1n nh\u1eefng chi\u1ebfn marketing quen thu\u1ed9c kh\u00e1c mang l\u1ea1i (nh\u01b0 t\u00e1i \u0111\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u ho\u1eb7c t\u1ea1o m\u1ed9t chi\u1ebfn d\u1ecbch qu\u1ea3ng c\u00e1o m\u1edbi).<\/p>\n<p>V\u00ec th\u1ebf, m\u1ee5c ti\u00eau c\u1ee7a b\u00e0i vi\u1ebft n\u00e0y l\u00e0 mu\u1ed1n \u0111\u01b0a ra nh\u1eefng b\u00e0i h\u1ecdc th\u00e0nh c\u00f4ng v\u1ec1 chi\u1ebfn l\u01b0\u1ee3c \u201ct\u00e1i tung\u201d \u0111\u1ed1i v\u1edbi c\u00e1c th\u01b0\u01a1ng hi\u1ec7u n\u00f3i chung. \u0110\u00e2y c\u0169ng l\u00e0 c\u00e1ch h\u1ed3i sinh th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a b\u1ea1n.<\/p>\n<p>Tuy nhi\u00ean, c\u00e1c sinh vi\u00ean th\u01b0\u1eddng b\u1ecb nh\u1ea7m l\u1eabn kh\u00e1i ni\u1ec7m v\u1ec1 vi\u1ec7c \u201ct\u00e1i tung\u201d. \u201cT\u00e1i tung\u201d c\u00f3 th\u1ec3 th\u1ef1c hi\u1ec7n tr\u00ean nhi\u1ec1u kh\u00eda c\u1ea1nh: t\u1eeb thi\u1ebft k\u1ebf bao b\u00ec, chi\u1ebfn d\u1ecbch qu\u1ea3ng c\u00e1o&#8230; cho \u0111\u1ebfn t\u00e1i thi\u1ebft l\u1eadp 4Ps. Nh\u1eefng case studies \u0111\u01b0\u1ee3c \u0111\u1ec1 c\u1eadp trong b\u00e0i vi\u1ebft n\u00e0y \u0111\u1ea1i di\u1ec7n cho s\u1ed1 \u0111\u00f4ng, v\u00ec th\u1ebf b\u00e0i vi\u1ebft c\u00f3 t\u00ednh \u1ee9ng d\u1ee5ng cao trong th\u1ef1c t\u1ebf.<\/p>\n<h2 id=\"fv7h1\"><strong>Cu\u1ed9c ch\u01a1i an to\u00e0n<\/strong><\/h2>\n<p>\u0110\u00e2u l\u00e0 ngh\u1ec7 thu\u1eadt \u0111\u1ec3 bi\u1ebfn chi\u1ebfn l\u01b0\u1ee3c \u201ct\u00e1i tung\u201d th\u00e0nh c\u00f4ng khi t\u1ed3n t\u1ea1i m\u1ed9t ngh\u1ecbch l\u00fd gi\u1eefa vi\u1ec7c l\u00e0m m\u1edbi th\u01b0\u01a1ng hi\u1ec7u v\u00e0 vi\u1ec7c duy tr\u00ec gi\u00e1 tr\u1ecb \u0111\u00e3 c\u00f3, ch\u01b0a k\u1ec3 c\u00e1c th\u01b0\u01a1ng hi\u1ec7u c\u00f3 xu h\u01b0\u1edbng an to\u00e0n trong m\u1ecdi cu\u1ed9c ch\u01a1i do lo s\u1ee3 r\u1ee7i ro? C\u00e1c chi\u1ebfn l\u01b0\u1ee3c \u0111\u1ec1u mang l\u1ea1i hi\u1ec7u qu\u1ea3 nh\u1ea5t \u0111\u1ecbnh, tuy nhi\u00ean chi\u1ebfn l\u01b0\u1ee3c n\u00e0o mang t\u00ednh c\u1ea1nh tranh m\u1ea1nh m\u1ebd h\u01a1n m\u1edbi l\u00e0 chi\u1ebfn l\u01b0\u1ee3c then ch\u1ed1t.<\/p>\n<p>V\u00e0 khi nghi\u00ean c\u1ee9u v\u1ec1 chi\u1ebfn l\u01b0\u1ee3c \u201ct\u00e1i tung\u201d, th\u00ec b\u1ea1n c\u00f3 th\u1ec3 nh\u1eadn ra \u201ct\u00e1i tung\u201d mang l\u1ea1i hi\u1ec7u qu\u1ea3 su\u00fdt sao so v\u1edbi chi\u1ebfn l\u01b0\u1ee3c kh\u00e1c. Nh\u00ecn chung, c\u00f3 v\u1ebb h\u01a1i l\u00e3ng ph\u00ed khi \u0111\u1ea7u t\u01b0 cho nh\u1eefng chi\u1ebfn l\u01b0\u1ee3c nh\u01b0 tr\u00ean b\u1edfi n\u00f3 c\u00f3 th\u1ec3 g\u00e2y l\u1ed7 ho\u1eb7c d\u1ec5 b\u1ecb l\u1ed7i th\u1eddi. V\u00ec th\u1ebf, t\u00e1i tung l\u00e0 m\u1ed9t chi\u1ebfn l\u01b0\u1ee3c t\u00e1o b\u1ea1o nh\u01b0ng kh\u00f4ng lo\u1ea1i b\u1ecf nh\u1eefng gi\u00e1 tr\u1ecb m\u00e0 nh\u00e3n h\u00e0ng \u0111\u00e3 x\u00e2y d\u1ef1ng.<\/p>\n<h2 id=\"ds2cb\"><strong>V\u1ebb \u0111\u1eb9p th\u1ef1c s\u1ef1 <\/strong><\/h2>\n<p>Chi\u1ebfn l\u01b0\u1ee3c c\u1ee7a Dove (1) c\u00f3 l\u1ebd l\u00e0 m\u1ed9t trong nh\u1eefng v\u00ed d\u1ee5 &#8220;t\u00e1i tung&#8221; th\u00e0nh c\u00f4ng nh\u1ea5t trong nh\u1eefng n\u0103m hi\u1ec7n nay. Th\u01b0\u01a1ng hi\u1ec7u ra \u0111\u1eddi v\u00e0o nh\u1eefng n\u0103m 1950 n\u00e0y lu\u00f4n duy tr\u00ec ch\u1ee7 \u0111\u1ec1 \u201cl\u00e0m cho c\u00e0ng nhi\u1ec1u ph\u1ee5 n\u1eef c\u1ea3m th\u1ea5y \u0111\u1eb9p h\u01a1n m\u1ed7i ng\u00e0y\u201d. N\u0103m 2004, th\u01b0\u01a1ng hi\u1ec7u c\u00f3 b\u01b0\u1edbc nh\u1ea3y v\u1ecdt doanh s\u1ed1 khi tung ra d\u00f2ng s\u1ea3n ph\u1ea9m &#8220;Firming&#8221; sau th\u1ea5t b\u1ea1i c\u1ee7a d\u00f2ng &#8220;Silk&#8221; 2013. D\u00f2ng s\u1ea3n ph\u1ea9m r\u1ea5t n\u1ed5i tr\u1ed9i v\u1ec1 ch\u1ea5t l\u01b0\u1ee3ng, song nh\u1edd s\u1ef1 t\u00e1i \u0111\u1ecbnh ngh\u0129a v\u1ec1 c\u00e1i \u0111\u1eb9p, h\u00e3ng \u0111\u00e3 l\u00e0m t\u0103ng 13.5 \u0111i\u1ec3m c\u1ed5 phi\u1ebfu g\u00f3p ph\u1ea7n l\u00e0m th\u01b0\u01a1ng hi\u1ec7u g\u00e2y ti\u1ebfng vang l\u1edbn.<\/p>\n<p>Chi\u1ebfn l\u01b0\u1ee3c \u201ccelebrating curves\u201d \u0111\u00e3 \u0111\u01b0\u1ee3c &#8220;t\u00e1i tung&#8221; th\u00e0nh \u201ccampaign for real beauty\u201d nh\u1edd \u0111\u1ed9i ng\u0169 s\u00e1ng t\u1ea1o nh\u1eadn th\u1ea5y h\u1ecd c\u00f2n nhi\u1ec1u kh\u00eda c\u1ea1nh \u0111\u1ec3 khai th\u00e1c \u00fd t\u01b0\u1edfng t\u01b0\u1edfng ch\u1eebng \u0111\u00e3 c\u0169.<\/p>\n<p>T\u1eeb \u0111\u00f3, \u00fd t\u01b0\u1edfng tr\u00ean \u0111\u00e3 \u0111\u01b0\u1ee3c th\u1ef1c hi\u1ec7n qua nh\u1eefng ch\u01b0\u01a1ng tr\u00ecnh gi\u00e1o d\u1ee5c v\u00e0 c\u00e1c k\u00eanh t\u01b0\u01a1ng t\u00e1c tr\u1ef1c tuy\u1ebfn nh\u1eafm t\u1edbi c\u00e1c c\u00f4 g\u00e1i l\u00e0m cho c\u00e1c s\u1ea3n ph\u1ea9m m\u1edbi nh\u01b0 \u201cPro-age\u201d d\u1ec5 d\u00e0ng li\u00ean k\u1ebft v\u1edbi \u00fd t\u01b0\u1edfng th\u01b0\u01a1ng hi\u1ec7u nh\u01b0 k\u1ebf ho\u1ea1ch.<\/p>\n<p>C\u00f3 3 \u0111i\u1ec3m r\u00fat ra t\u1eeb chi\u1ebfn l\u01b0\u1ee3c &#8220;t\u00e1i tung&#8221; c\u1ee7a Dove:<\/p>\n<blockquote>\n<p>1. Tr\u01b0\u1edbc khi th\u1ef1c hi\u1ec7n chi\u1ebfn l\u01b0\u1ee3c &#8220;t\u00e1i tung&#8221;, th\u01b0\u01a1ng hi\u1ec7u n\u00e0y \u0111ang ph\u00e1t tri\u1ec3n t\u1ed1t<\/p>\n<\/blockquote>\n<blockquote>\n<p>2. \u00dd t\u01b0\u1edfng &#8220;t\u00e1i tung&#8221; l\u00e0 c\u00e1ch ph\u00e1t huy nh\u1eefng g\u00ec m\u00e0 th\u01b0\u01a1ng hi\u1ec7u \u0111\u00e3 c\u00f3 ch\u1ee9 kh\u00f4ng ph\u1ea3i l\u00e0 c\u00e1ch th\u01b0\u01a1ng hi\u1ec7u chuy\u1ec3n \u0111\u1ed5i chi\u1ebfn l\u01b0\u1ee3c<\/p>\n<\/blockquote>\n<blockquote>\n<p>3. \u00dd t\u01b0\u1edfng xu\u1ea5t ph\u00e1t t\u1eeb c\u1ea3m x\u00fac. N\u1ebfu ch\u1ec9 ti\u1ebfp c\u1eadn kh\u00e1ch h\u00e0ng t\u1eeb kh\u00eda c\u1ea1nh l\u1ee3i \u00edch s\u1ea3n ph\u1ea9m, s\u1ef1 \u0111a d\u1ea1ng chi\u1ebfn l\u01b0\u1ee3c th\u00ec r\u1ea5t kh\u00f3 \u0111\u1ec3 gi\u1eef ch\u00e2n kh\u00e1ch h\u00e0ng.<\/p>\n<\/blockquote>\n<p>Cu\u1ed1i c\u00f9ng, gi\u1ed1ng nh\u01b0 nh\u1eefng g\u00ec \u0111\u01b0\u1ee3c r\u00fat ra t\u1eeb d\u1eef li\u1ec7u IPA dataBANK th\u00ec truy\u1ec1n th\u00f4ng c\u1ea3m x\u00fac c\u00f3 t\u00e1c \u0111\u1ed9ng m\u1ea1nh h\u01a1n truy\u1ec1n th\u00f4ng l\u00fd t\u00ednh (2). \u0110i\u1ec1u n\u00e0y \u0111\u01b0\u1ee3c \u00e1p dung ph\u1ed5 bi\u1ebfn trong h\u1ea7u h\u1ebft c\u00e1c chi\u1ebfn l\u01b0\u1ee3c &#8220;t\u00e1i tung&#8221; tr\u00ean th\u1ebf gi\u1edbi. V\u00e0 n\u1ebfu b\u1ea1n l\u00e0 t\u00edn \u0111\u1ed3 c\u1ee7a truy\u1ec1n th\u00f4ng l\u00fd t\u00ednh th\u00ec h\u00e3y d\u1eebng l\u1ea1i t\u1ea1i \u0111\u00e2y v\u00ec c\u00f3 th\u1ec3 b\u00e0i vi\u1ebft s\u1ebd kh\u00f4ng ph\u1ea3i l\u00e0 h\u01b0\u1edbng ph\u00e1t tri\u1ec3n th\u01b0\u01a1ng hi\u1ec7u b\u1ea1n mong mu\u1ed1n.<\/p>\n<figure class=\"image regular\"><picture><source srcset=\"https:\/\/images.storychief.com\/account_2973\/dove_real_curves_woman_1_726fb18325c3bded967806001dda9985_800.jpg 1x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/images.storychief.com\/account_2973\/dove_real_curves_woman_1_726fb18325c3bded967806001dda9985_800.jpg 1x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/images.storychief.com\/account_2973\/dove_real_curves_woman_1_726fb18325c3bded967806001dda9985_800.jpg\" alt=\"|\"><\/picture><\/figure>\n<h2 id=\"43g54\"><strong>Th\u1ef1c ph\u1ea9m (gi\u1ea3m b\u00e9o) th\u1ef1c s\u1ef1 <\/strong><\/h2>\n<p>M\u1ed9t \u00fd t\u01b0\u1edfng tuy\u1ec7t v\u1eddi ph\u1ea3i c\u00f3 nh\u1eefng b\u01b0\u1edbc tri\u1ec3n khai tuy\u1ec7t v\u1eddi. V\u00ec th\u1ebf, kh\u00f4ng ai c\u00f3 th\u1ec3 ph\u1ea3n \u0111\u1ed1i vi\u1ec7c Unilever \u00e1p d\u1ee5ng insight c\u1ee7a Dove cho chi\u1ebfn l\u01b0\u1ee3c &#8220;t\u00e1i tung&#8221; s\u1ea3n ph\u1ea9m Slim Fast c\u1ee7a m\u00ecnh. Slim Fast (3) \u0111ang g\u1eb7p s\u1ef1 c\u1ed1 v\u1edbi nh\u1eefng k\u1ebf ho\u1ea1ch c\u1ee7a n\u00f3 v\u00e0 s\u1ea3n ph\u1ea9m Atkins. Doanh s\u1ed1 c\u1ee7a h\u00e3ng li\u00ean t\u1ee5c gi\u1ea3m m\u1ed9t n\u1eeda t\u1eeb 2002 \u2013 2005. Nh\u01b0ng b\u1eaft \u0111\u1ea7u t\u1eeb 2005, Atkins b\u1ecb lu m\u1edd v\u00e0 \u0111\u1ec3 l\u1ea1i di s\u1ea3n \u201cth\u1ef1c ph\u1ea9m th\u1ef1c s\u1ef1 v\u00e0 s\u1ef1 ph\u1ed5 bi\u1ebfn\u201d. Chi\u1ebfn d\u1ecbch &#8220;t\u00e1i tung&#8221; \u0111\u00e3 t\u1ea1o ra s\u1ef1 t\u01b0\u01a1ng t\u00e1c m\u1edbi cho s\u1ea3n ph\u1ea9m Atkins.<\/p>\n<p>Gi\u1ea3i ph\u00e1p li\u00ean quan \u0111\u1ebfn d\u00f2ng s\u1ea3n ph\u1ea9m m\u1edbi (Optima) v\u00e0 quan tr\u1ecdng h\u01a1n n\u00f3 l\u00e0 m\u1ed9t chi\u1ebfn d\u1ecbch c\u1ea3m x\u00fac t\u00e1i \u0111\u1ecbnh ngh\u0129a l\u1ea1i cam k\u1ebft gi\u1ea3m c\u00e2n l\u00e2u d\u00e0i v\u00e0 an to\u00e0n. C\u00e2u chuy\u1ec7n \u201cfat to thin\u201d \u0111\u01b0\u1ee3c thay th\u1ebf b\u1edfi nh\u1eefng lo\u1ea1i h\u00ecnh th\u1ec3 th\u1ef1c t\u1ebf v\u00e0 \u00fd t\u01b0\u1edfng ng\u01b0\u1eddi d\u00f9ng n\u00ean x\u00e1c \u0111\u1ecbnh h\u00ecnh th\u1ec3 trong m\u01a1 c\u1ee7a b\u1ea3n th\u00e2n.<\/p>\n<figure class=\"image regular\"><picture><source srcset=\"https:\/\/images.storychief.com\/account_2973\/Product-family-grouping-R10-withKetoDiabetic-R8-072519_3def4c6f05b7ef2c94aeceb1f64580ab_800.jpg 1x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/images.storychief.com\/account_2973\/Product-family-grouping-R10-withKetoDiabetic-R8-072519_3def4c6f05b7ef2c94aeceb1f64580ab_800.jpg 1x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/images.storychief.com\/account_2973\/Product-family-grouping-R10-withKetoDiabetic-R8-072519_3def4c6f05b7ef2c94aeceb1f64580ab_800.jpg\" alt=\"|\"><\/picture><\/figure>\n<p>M\u1ed9t l\u1ea7n n\u1eefa, t\u00e1i \u0111\u1ecbnh ngh\u0129a c\u0169ng v\u1edbi s\u1ef1 ph\u00e1t huy m\u1ed9t c\u00e1ch \u0111\u1ea7y c\u1ea3m x\u00fac gi\u00e1 tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u b\u1ec1n l\u00e2u \u0111\u00e3 gi\u00fap th\u01b0\u01a1ng hi\u1ec7u \u0111\u1ea1t \u0111\u01b0\u1ee3c nh\u1eefng th\u00e0nh c\u00f4ng m\u1edbi.<\/p>\n<p>Hai v\u00ed d\u1ee5 tr\u00ean l\u00e0 nh\u1eefng v\u00ed d\u1ee5 \u0111i\u1ec3n h\u00ecnh cho ngh\u1ec7 thu\u1eadt &#8220;t\u00e1i tung&#8221;, nh\u01b0ng li\u1ec7u ch\u00fang c\u00f3 \u0111\u00fang v\u1edbi c\u00e1c ng\u00e0nh h\u00e0ng kh\u00e1c?<\/p>\n<p>M\u1ed9t th\u01b0\u01a1ng hi\u1ec7u kh\u00e1c c\u0169ng \u0111ang g\u1eb7p r\u1eafc r\u1ed1i l\u00e0 Kodak (4). M\u1eb7c d\u00f9 c\u00f3 b\u1ec1 d\u00e0y v\u1ec1 ph\u00e1t minh c\u00f4ng ngh\u1ec7 v\u1ec1 ch\u1ee5p \u1ea3nh k\u1ef9 thu\u1eadt s\u1ed1, Kodak l\u1ea1i kh\u00e1 tr\u00ec tr\u1ec7 trong vi\u1ec7c khai th\u00e1c ch\u00fang. Khi ph\u00e1t minh ra chi\u1ebfc m\u00e1y \u1ea3nh k\u1ef9 thu\u1eadt s\u1ed1 \u0111\u1ea7u ti\u00ean tr\u00ean th\u1ebf gi\u1edbi v\u00e0o n\u0103m 1975, Kodak \u0111\u00e3 ch\u1ea7n ch\u1eeb v\u1edbi \u00fd t\u01b0\u1edfng gi\u1ea3m b\u1edbt s\u1ef1 ph\u1ee5 thu\u1ed9c m\u1ea1nh m\u1ebd v\u00e0o l\u0129nh v\u1ef1c m\u00e1y \u1ea3nh c\u01a1 khi \u0111\u00f3 \u0111ang c\u00f3 m\u1ee9c l\u1ee3i nhu\u1eadn cao.<\/p>\n<figure class=\"image regular\"><picture><source srcset=\"https:\/\/images.storychief.com\/account_2973\/2006_NA_2006_462_hero_1_19b39b7d30cd2e6bdc35ee3d0f217bb5_800.jpg 1x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/images.storychief.com\/account_2973\/2006_NA_2006_462_hero_1_19b39b7d30cd2e6bdc35ee3d0f217bb5_800.jpg 1x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/images.storychief.com\/account_2973\/2006_NA_2006_462_hero_1_19b39b7d30cd2e6bdc35ee3d0f217bb5_800.jpg\" alt=\"|\"><\/picture><\/figure>\n<p>Nh\u1eefng marketers th\u00f4ng th\u01b0\u1eddng hay d\u1ef1a v\u00e0o nh\u1eefng minh ch\u1ee9ng v\u1ec1 s\u1ea3n ph\u1ea9m (product proof) sau \u0111\u00f3 gi\u1edbi thi\u1ec7u t\u1edbi c\u00f4ng ch\u00fang. Tuy nhi\u00ean, \u0111\u1ed9i ng\u0169 c\u1ee7a Kodak \u0111\u00e3 th\u00f4ng minh khi \u0111\u00e1nh v\u00e0o c\u1ea3m x\u00fac c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng \u2013 \u0111\u00e1nh gi\u00e1 l\u1ea1i gi\u00e1 tr\u1ecb c\u1ed1t l\u00f5i c\u1ee7a con ng\u01b0\u1eddi trong m\u1ed1i t\u01b0\u01a1ng quan v\u1edbi th\u01b0\u01a1ng hi\u1ec7u trong k\u1ef7 nguy\u00ean s\u1ed1. H\u1ecd \u0111\u00e3 x\u00e2y d\u1ef1ng m\u1ed9t chi\u1ebfn d\u1ecbch c\u1ea3m \u0111\u1ed9ng v\u1ec1 t\u1ea7m quan tr\u1ecdng c\u1ee7a nh\u1eefng h\u00ecnh \u1ea3nh s\u1ed1 m\u00e0 kh\u00e1ch h\u00e0ng l\u01b0u gi\u1eef. Chi\u1ebfn d\u1ecbch gi\u00fap c\u00f4ng ty t\u0103ng 1.5 \u0111i\u1ec3m ch\u1ee9ng kho\u00e1n trong v\u00f2ng 1 qu\u00fd.<\/p>\n<p>Chi\u1ebfn l\u01b0\u1ee3c &#8220;t\u00e1i tung&#8221; c\u0169ng c\u1ee9u nguy cho cu\u1ed9c \u0111\u1ea5u th\u1ea7u l\u1ea5y kh\u00e1ch th\u01b0\u01a1ng gia c\u1ee7a United Airlines (5) trong b\u1ed1i c\u1ea3nh h\u00e3ng b\u00ean b\u1edd v\u1ef1c ph\u00e1 s\u1ea3n. \u0110\u1ed9i ng\u0169 c\u1ee7a h\u00e3ng r\u1ea5t d\u0169ng c\u1ea3m khi s\u1eed d\u1ee5ng m\u1ed9t chi\u1ebfn l\u01b0\u1ee3c \u0111\u1ed3 h\u1ecda \u0111\u1ea7y c\u1ea3m x\u00fac \u0111\u1ec3 g\u1eafn k\u1ebft h\u00ecnh \u1ea3nh th\u01b0\u01a1ng hi\u1ec7u v\u1edbi nh\u1eefng ng\u01b0\u1eddi th\u00e0nh c\u00f4ng trong kinh doanh \u2013 nh\u1eefng ng\u01b0\u1eddi th\u00e0nh c\u00f4ng do l\u00e0m vi\u1ec7c ch\u0103m ch\u1ec9. B\u1eb1ng vi\u1ec7c t\u00e1i x\u00e1c \u0111inh l\u1ea1i t\u00ecnh tr\u1ea1ng s\u00e2n ch\u01a1i c\u1ee7a m\u00ecnh, th\u01b0\u1ee3ng hi\u1ec7u nhanh ch\u00f3ng c\u00f3 th\u1ec3 \u0111\u00e1nh gi\u00e1 l\u1ea1i c\u00e1c lo\u1ea1i kh\u00e1ch cao c\u1ea5p m\u00e0 h\u1ecd \u0111ang t\u00ecm ki\u1ebfm. C\u00e1c y\u1ebfu t\u1ed1 t\u1ea3i t\u0103ng \u0111\u00e1ng k\u1ec3.<\/p>\n<figure class=\"video regular\">\n<div class=\"embed-container\">\n<div style=\"max-width: 100%; position: relative;\">\n<iframe loading=\"lazy\" style=\"position: absolute; top: 0px; left: 0px; width: 100%; height: 100%;\" src=\"https:\/\/www.youtube.com\/embed\/pOPqzUEKyBM?feature=oembed\" width=\"459\" height=\"344\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/div>\n<\/div>\n<\/figure>\n<h2 id=\"494dh\"><strong>R\u1ee7i ro cao<\/strong><\/h2>\n<p>\u201cT\u00e1i tung\u201d c\u00f2n \u0111\u01b0\u1ee3c \u00e1p d\u1ee5ng v\u1edbi NASDAQ (6) khi c\u00f4ng ty n\u00e0y g\u1eb7p v\u1ea5n \u0111\u1ec1 v\u00e0o 2002. Kh\u1ee7ng ho\u1ea3ng dot-con 2002 l\u00e0m s\u1ed1 l\u01b0\u1ee3ng c\u00f4ng y ni\u00eam y\u1ebft tr\u00ean s\u00e0n ch\u1ee9ng kho\u00e1n gi\u1ea3m \u0111\u00e1ng k\u1ec3. C\u00f4ng ty c\u0169ng v\u00ec th\u1ebf m\u00e0 l\u00e2m v\u00e0o t\u00ecnh tr\u1ea1ng kh\u1ee7ng ho\u1ea3ng v\u00e0 tr\u1edf th\u00e0nh m\u1ed9t kh\u00f4ng ty k\u00e9m h\u1ea5p d\u1eabn tr\u00ean th\u1ecb tr\u01b0\u1eddng ch\u1ee9ng kho\u00e1n. Ban \u0111\u1ea7u h\u00e3ng tung ra chi\u1ebfn d\u1ecbch &#8220;th\u1ecb tr\u01b0\u1eddng ch\u1ee9ng kho\u00e1n trong 100 n\u0103m t\u1edbi&#8221; v\u00e0 trong c\u00f3 v\u1ebb kh\u1ea3 quan, song chi\u1ebfn d\u1ecbch \u0111\u00f3 v\u1eabn c\u1ea7n ph\u1ea3i t\u00e1i di\u1ec5n gi\u1ea3i.<\/p>\n<p>Th\u1ef1c t\u1ebf th\u00ec h\u00e3ng n\u00e0y ph\u1ea3i m\u00f4 h\u00ecnh h\u00f3a l\u1ea1i hi\u1ec7p h\u1ed9i doanh nghi\u1ec7p t\u1eeb nh\u1eefng c\u00f4ng ty \u0111ang tr\u00ean b\u1edf v\u1ef1c ph\u00e1 s\u1ea3n tr\u1edf th\u00e0nh nh\u1eefng c\u00f4ng ty hi\u1ec7n \u0111\u1ea1i, c\u00f3 s\u1ee9c c\u1ea1nh tranh. V\u00e0 h\u00e3ng ph\u1ea3i nhanh ch\u00f3ng ph\u00e1t huy hi\u1ec7p h\u1ed9i c\u1ee7a m\u00ecnh v\u1edbi t\u01b0\u01a1ng lai. Gi\u1ea3i ph\u00e1p \u0111\u01b0\u1ee3c \u0111\u01b0a ra tung chi\u1ebfn d\u1ecbch n\u00f3i v\u1ec1 nh\u1eefng c\u00e2u chuy\u1ec7n th\u00e0nh c\u00f4ng c\u1ee7a c\u00e1c c\u00f4ng y ni\u00eam y\u1ebft tr\u00ean NASDAQ b\u1edfi ng\u01b0\u1eddi s\u00e1ng l\u1eadp c\u1ee7a ch\u00fang nh\u01b0 Dell, Starbucks, Microsoft, Jet Blue, Amazon, WPP \u2013\u2026. Cu\u1ed1i c\u00f9ng, h\u00e3ng g\u1eb7t h\u00e1i \u0111\u01b0\u1ee3c r\u1ea5t nhi\u1ec1u th\u00e0nh c\u00f4ng \u0111\u1ebfn t\u1eeb s\u1ef1 c\u1ee7ng c\u1ed1 s\u1ee9c m\u1ea1nh tinh th\u1ea7n c\u1ee7a hi\u1ec7p h\u1ed9i n\u00f3i ri\u00eang v\u00e0 c\u00e1c th\u00e0nh c\u00f4ng kinh doanh n\u00f3i chung.<\/p>\n<figure class=\"image regular\"><picture><source srcset=\"https:\/\/images.storychief.com\/account_2973\/937005438_jpg_0_8c8a56b964306883149bae5c1709f6ad_800.jpg 1x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/images.storychief.com\/account_2973\/937005438_jpg_0_8c8a56b964306883149bae5c1709f6ad_800.jpg 1x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/images.storychief.com\/account_2973\/937005438_jpg_0_8c8a56b964306883149bae5c1709f6ad_800.jpg\" alt=\"|\"><\/picture><\/figure>\n<p>Ngo\u00e0i ra, c\u00f3 r\u1ea5t nhi\u1ec1u tr\u01b0\u1eddng h\u1ee3p \u0111\u00e3 th\u00e0nh c\u00f4ng nh\u1edd \u201ct\u00e1i tung\u201d nh\u01b0 c\u1ee7a Johnnie (7) v\u00e0 Jack in the Box (8), nh\u01b0ng tr\u1eeb Dove v\u00e0 Johnnie Walker, c\u00e1c th\u01b0\u01a1ng hi\u1ec7u kh\u00e1c \u0111\u1ec3u s\u1ef1 d\u1ee5ng chi\u1ebfn l\u01b0\u1ee3c n\u00e0y khi l\u00e2m v\u00e0o ngh\u1ecbch c\u1ea3nh. Tuy nhi\u00ean v\u1eabn c\u00f2n r\u1ea5t nhi\u1ec1u tr\u01b0\u1eddng h\u1ee3p m\u00e0 c\u00f4ng ty \u00e1p d\u1ee5ng t\u00ecnh tr\u1ea1ng t\u00e1i tung khi h\u1ecd \u0111ang trong t\u00ecnh tr\u1ea1ng t\u1ed1t.<\/p>\n<h2 id=\"51bvq\"><strong>Ti\u1ebfp c\u1eadn l\u1ea1i th\u01b0\u1eddng xuy\u00ean<\/strong><\/h2>\n<p>Ch\u00fang t\u00f4i s\u1ebd k\u1ebft th\u00fac b\u00e0i vi\u1ebft v\u1edbi tr\u01b0\u1eddng h\u1ee3p c\u1ee7a Axe (9) \u2013 M\u1ed9t th\u01b0\u01a1ng hi\u1ec7u th\u01b0\u1eddng xuy\u00ean l\u1eb7p l\u1ea1i th\u00f4ng \u0111i\u1ec7p l\u00e0 m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u v\u1ec1 s\u1ee9c kh\u1ecfe. B\u1ea1n c\u00f3 th\u1ec3 b\u1eaft g\u1eb7p tr\u00ean t\u1ea1p ch\u00ed v\u1ec1 vi\u1ec7c Axe (Lynx in the UK) ra m\u1eaft bi\u1ebfn th\u1ec3 kh\u1eed m\u00f9i Pulse. M\u1ed7i m\u1ed9t bi\u1ebfn th\u1ec3 l\u00e0 m\u1ed9t l\u1eddi g\u1ee3i nh\u1eafc v\u1ec1 cam k\u1ebft c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u \u201c success in the mating game \u201d v\u00e0 lu\u00f4n lu\u00f4n l\u00e0m h\u00ecnh \u1ea3nh c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u tr\u1edf n\u00ean g\u1ea7n g\u0169i v\u00e0 hi\u1ec7n \u0111\u1ea1i h\u01a1n.<\/p>\n<figure class=\"video regular\">\n<div class=\"embed-container\">\n<div style=\"max-width: 100%; position: relative;\"><iframe loading=\"lazy\" style=\"position: absolute; top: 0px; left: 0px; width: 100%; height: 100%;\" src=\"https:\/\/www.youtube.com\/embed\/ivgsauHd3fU?feature=oembed\" width=\"459\" height=\"344\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/div>\n<\/div>\n<\/figure>\n<p>Tuy nhi\u00ean, th\u01b0\u01a1ng hi\u1ec7u l\u1ea1i ph\u1ea3i \u0111\u1ed1i m\u1eb7t v\u1edbi nh\u1eefng th\u00e1ch th\u1ee9c kh\u00e1c v\u1edbi c\u00e1c tr\u01b0\u1eddng h\u1ee3p \u1edf tr\u00ean: l\u00e0m sao \u0111\u1ec3 tung ra m\u1ed9t s\u1ea3n ph\u1ea9n gel t\u1eafm m\u1edbi. Gel t\u1eafm kh\u00f4ng \u0111\u01b0\u1ee3c coi l\u00e0 bi\u1ec3u t\u01b0\u1ee3ng c\u1ee7a s\u1ef1 th\u00e0nh c\u00f4ng khi k\u1ebft \u0111\u00f4i v\u00ec ch\u1eb3ng c\u00f3 h\u01b0\u01a1ng th\u01a1m n\u00e0o c\u00f3 th\u1ec3 t\u1ed3n t\u1ea1i m\u00e3i. \u1ede \u0111\u00e2y, h\u00e3ng c\u1ea7n ph\u1ea3i t\u00e1i di\u1ec5n gi\u1ea3i v\u1ec1 s\u1ef1 th\u00e0nh c\u00f4ng v\u00e0 s\u1ee9c kh\u1ecfe. Gi\u1ea3i ph\u00e1p m\u00e0 h\u00e3ng \u0111\u01b0a ra nh\u1edd c\u1ea3m h\u1ee9ng t\u1eeb s\u1ef1 b\u00ed \u1ea9n c\u1ee7a ngh\u1ec7 thu\u1eadt n\u00f3i gi\u1ea3m n\u00f3i tr\u00e1nh c\u1ed9ng v\u1edbi b\u1ea3n n\u0103ng t\u00ecnh d\u1ee5c m\u00e0 kh\u00f4ng \u0111i\u1ec1u g\u00ec ng\u0103n c\u1ea3n \u0111\u01b0\u1ee3c. V\u00e0 cu\u1ed1i c\u00f9ng, h\u00e3ng \u0111\u00e3 c\u00f3 \u0111\u01b0\u1ee3c k\u1ebft qu\u1ea3 kinh doanh \u0111\u00e1ng kinh ng\u1ea1c<\/p>\n<p>&#8212;&#8212;<\/p>\n<p><em>T\u00e1c gi\u1ea3: Peter Field \u0111\u00e3 l\u00e0 m\u1ed9t nh\u00e0 t\u01b0 v\u1ea5n marketing. Tr\u01b0\u1edbc \u0111\u00f3, \u00f4ng \u0111\u00e3 \u0111i\u1ec1u h\u00e0nh c\u00e1c ph\u00f2ng k\u1ebf ho\u1ea1ch t\u1ea1i Bates v\u00e0 Gray. \u00d4ng \u0111\u00e3 th\u00e0nh l\u1eadp IPA dataBANK v\u00e0o n\u0103m 1996 v\u00e0 l\u00e0 gi\u00e1m kh\u1ea3o c\u1ee7a Gi\u1ea3i th\u01b0\u1edfng<\/em> <em>Effectiveness Awards<\/em> <em>v\u00e0o n\u0103m 1998. \u00d4ng l\u00e0 th\u00e0nh vi\u00ean danh d\u1ef1 c\u1ee7a IPA.<\/em><\/p>\n<p><em>&#8212;&#8212;<\/em><\/p>\n<h3 id=\"70db6\">T\u00e0i li\u1ec7u tham kh\u1ea3o<\/h3>\n<p>1. Dove \u2013 &#8216;Celebrating curves&#8217;. EURO-EFFIES, Grand Prix and Gold winner, 2005.<\/p>\n<p>2. L Binet and P Field: Marketing in the Era of Accountability. WARC, 2007.<\/p>\n<p>3. Slim\u2022Fast: Tummies. New York American Marketing Association, Silver, Packaged Food, EFFIE Awards 2007.<\/p>\n<p>4. Kodak: Brand transformation. New York American Marketing Association, Gold, EFFIE Awards, 2006.<\/p>\n<p>5. United Airlines \u2013 It&#8217;s time to fly. New York American Marketing Association, EFFIE Awards, 2005.<\/p>\n<p>6. NASDAQ \u2013 Listed on NASDAQ. New York American Marketing Association, EFFIE Awards, 2005.<\/p>\n<p>7. Johnnie Walker \u2013 Keep Walking. New York American Marketing Association, EFFIE Awards, 2005.<\/p>\n<p>8. Jack in the Box \u2013 Jack&#8217;s back \u2013 the story of Jack in the Box&#8217;s comeback. New York American Marketing Association, EFFIE Awards, 2005.<\/p>\n<p>9. Axe: How dirty boys get clean. New York American Marketing Association, Silver, EFFIE Awards, 2006.<\/p>\n<p><!--kg-card-end: html--><\/p>","protected":false},"excerpt":{"rendered":"<p>Nghi\u00ean c\u1ee9u c\u1ee7a UK IPA dataBANK tr\u00ean 880 case studies cho th\u1ea5y chi\u1ebfn l\u01b0\u1ee3c \u201ct\u00e1i \u2013tung\u201d (re-launches) \u1ea3nh h\u01b0\u1edfng m\u1ea1nh m\u1ebd \u0111\u1ebfn ho\u1ea1t \u0111\u1ed9ng kinh doanh h\u01a1n nh\u1eefng ho\u1ea1t \u0111\u1ed9ng marketing kh\u00e1c. Nghi\u00ean c\u1ee9u v\u1ec1 nh\u00e3n h\u00e0ng Dove cho th\u1ea5y vi\u1ec7c c\u1ee7ng c\u1ed1 gi\u00e1 tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u hi\u1ec7n h\u1eefu s\u1ebd t\u1ed1t h\u01a1n l\u00e0 thay \u0111\u1ed5i [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":22373,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"wpai_generated_summary":"","footnotes":""},"categories":[177],"tags":[213],"class_list":["post-22256","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-quang-cao","tag-thuong-hieu"],"acf":[],"_links":{"self":[{"href":"https:\/\/gudjob.net\/ko\/wp-json\/wp\/v2\/posts\/22256","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/gudjob.net\/ko\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/gudjob.net\/ko\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/gudjob.net\/ko\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/gudjob.net\/ko\/wp-json\/wp\/v2\/comments?post=22256"}],"version-history":[{"count":0,"href":"https:\/\/gudjob.net\/ko\/wp-json\/wp\/v2\/posts\/22256\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/gudjob.net\/ko\/wp-json\/wp\/v2\/media\/22373"}],"wp:attachment":[{"href":"https:\/\/gudjob.net\/ko\/wp-json\/wp\/v2\/media?parent=22256"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/gudjob.net\/ko\/wp-json\/wp\/v2\/categories?post=22256"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/gudjob.net\/ko\/wp-json\/wp\/v2\/tags?post=22256"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}