7/28/2019 BrandsVietnam.com - Marketing @ Client
1/42
Marketing @ Client
7/28/2019 BrandsVietnam.com - Marketing @ Client
2/42
Ai !ang ni?
Nguy!n H"u Ngh#
!H Kinh t", K27, 2001-2005
Sng l"p BrandsVietnam.com (2012)
Nguyn Tr#$ng nhn hng Nivea (2011)
Nguyn Tr#$ng nhn hng X-Men (2008)
7/28/2019 BrandsVietnam.com - Marketing @ Client
3/42
Agency
Client
7/28/2019 BrandsVietnam.com - Marketing @ Client
4/42
! Lm Marketing @ Client l lm g?
! Lm Marketing @ Client v#i nh$ng ai?
! Lm Marketing @ Client %i h&i nh$ng g?
7/28/2019 BrandsVietnam.com - Marketing @ Client
5/42
Quan ni!m
7/28/2019 BrandsVietnam.com - Marketing @ Client
6/42
! Lm Marketing l lm qu'ng co, ch(y TVC, t)ch*c s+ki,n, PR, PG, digital, etc.
! !-.c xi ti
/n nhi
/u nh
0t trong cng ty, lmvi,c v#i nh$ng agency danh ti"ng %1ch(y
nh$ng ch-2ng trnh honh trng.
! Ch3c4n bi"t v/Philip Kotler, 4P, 5C, %5nh v5,qu'ng co, digital, etc.
7/28/2019 BrandsVietnam.com - Marketing @ Client
7/42
Ch"a #ng.
7/28/2019 BrandsVietnam.com - Marketing @ Client
8/42
Hi$u #ng
7/28/2019 BrandsVietnam.com - Marketing @ Client
9/42
1. Lm g?
7/28/2019 BrandsVietnam.com - Marketing @ Client
10/42
Nhi,m v6c7a Marketing @ Client l lm sao %1
ngy cng nhi/u ng-8i tiu dngbi!t%"n vtrung thnhv#i nhn hi,u c7a chng ta, theo %muavs"d#ngnhi/u h2n.
7/28/2019 BrandsVietnam.com - Marketing @ Client
11/42
Marketing 101
Cng c$6P c%a Unilever
S&c kh'e Th()ng hi*u / Hnh trnh c%a NTD
7/28/2019 BrandsVietnam.com - Marketing @ Client
12/42
Marketing 101
Ng'(i tiu dng Th'6ng hi0u6P
7/28/2019 BrandsVietnam.com - Marketing @ Client
13/42
Marketing 101
7/28/2019 BrandsVietnam.com - Marketing @ Client
14/42
Promotion - Proposition
! Qu)ng co sng t7o
! L/a ch4n knh truy8n
thng hi0u qu)
! Kch ho7t th'6ng hi0u(PR, Event, Sampling,
Sponsorship)
! Khuy5n mi
! Digital Marketing
7/28/2019 BrandsVietnam.com - Marketing @ Client
15/42
Product - Price - Pack
! Hi%u ng#&i tiu dng
! Phn khc nhu c'u
! S(th"t ng'm hi%u
! Sng t)o s*n ph+m
! Chi,n l#-c !.nh v.
7/28/2019 BrandsVietnam.com - Marketing @ Client
16/42
Place
! H/th0ng Phn ph0i
! Ti,p th.th#1ng m)i(bao ph2, tr#ng by,ch#1ng trnh dnh choknh phn ph0i)
! Bn hng
7/28/2019 BrandsVietnam.com - Marketing @ Client
17/42
3o l#&ng1. Brand Sales (doanh s9bn)
2. Brand Share(th5ph4n)
3. Brand Profit & Loss(l.i nhu:n)
4. Brand Equity(ti s'n th-2ng hi,u)
5. Brand Innovation Growth(t;ng tr-
7/28/2019 BrandsVietnam.com - Marketing @ Client
18/42
2. Lm v0i ai?
7/28/2019 BrandsVietnam.com - Marketing @ Client
19/42
Gi9ng nh-m>t
b>phim hay
xy d+ng th-2nghi,u c4n s+%ng
gp c7a t0t c'm?i
ng-8i trong v ngoicng ty
trong % Marketing l
ng-8i %(o di@n chnh
lnh %(o, li ko,truy/n c'm h*ng.
7/28/2019 BrandsVietnam.com - Marketing @ Client
20/42
7/28/2019 BrandsVietnam.com - Marketing @ Client
21/42
7/28/2019 BrandsVietnam.com - Marketing @ Client
22/42
7/28/2019 BrandsVietnam.com - Marketing @ Client
23/42
Trong
7/28/2019 BrandsVietnam.com - Marketing @ Client
24/42
Operation Services Administration
Commercial
7/28/2019 BrandsVietnam.com - Marketing @ Client
25/42
7/28/2019 BrandsVietnam.com - Marketing @ Client
26/42
7/28/2019 BrandsVietnam.com - Marketing @ Client
27/42
! Sales: hu,n luy0n, thc #*y v h9tr2bn hng, theo di doanh s!#:k&p th(ihnh #$ng.
! Trade: theo di, #ng gp vo ch'6ng trnh h9tr2ph;hng, tr'ng by, chi5tkh,u v xy d/ng quan h0v
7/28/2019 BrandsVietnam.com - Marketing @ Client
28/42
Ngoi
7/28/2019 BrandsVietnam.com - Marketing @ Client
29/42
7/28/2019 BrandsVietnam.com - Marketing @ Client
30/42
7/28/2019 BrandsVietnam.com - Marketing @ Client
31/42
7/28/2019 BrandsVietnam.com - Marketing @ Client
32/42
7/28/2019 BrandsVietnam.com - Marketing @ Client
33/42
Win-WinKhng ai xy d/ng th'6ng hi0u m$t mnh.
Marketing
Client
Internal Team
Agency
7/28/2019 BrandsVietnam.com - Marketing @ Client
34/42
3. Yu c1u g?
7/28/2019 BrandsVietnam.com - Marketing @ Client
35/42
Th4ng ti,n
! Marketing Assistant / Admin
! Marketing Executive
! Assistant Brand Manager! Brand Manager
! Group Brand Manager
! Marketing Manager / Category Head / Business Unit Leader
! Marketing Director / Business Unit Director
! Vice President / Chief Marketing OBcer (CMO)
7/28/2019 BrandsVietnam.com - Marketing @ Client
36/42
Trch nhi/m
! Theo di v bo co
! Th/c thi v Gim st
! L%p k5ho7ch v Qu)n l@
! 1&nh h'
7/28/2019 BrandsVietnam.com - Marketing @ Client
37/42
Vice President - Marketing
Chief Marketing Officer10+
Marketing Director
Business Unit Director9+
Marketing Manager
Category Head
Business Unit Leader
7+
Group Brand Manager
Group Product Manager5+
Brand Manager
Product Manager3+
Assistant Brand Manager 2+
Marketing Executive
Brand Specialist1+
Marketing Assistant
Marketing Admin0-2
Th!ng ti"nKinh
nghi#mTheo di &
Bo co
Tri$n khai& Gim st
L%p k"ho&ch &Qu'n l(
)*nhh+,ng
nhn hng
)*nhh+,ng
ngnh hng
)*nhh+,ngcng ty
!
7/28/2019 BrandsVietnam.com - Marketing @ Client
38/42
! Khng ng5ng h6c h7i
! Suy ngh8chi,n l#-c
! M$r9ng t'm nhn
! 3:c nhn tm
! 3am m
T!ch,t & K>n3ng
#:thnh cng! Marketing
! Ti,ng Anh
! Thuy,t trnh
! Giao ti,p
! Lnh !)o
7/28/2019 BrandsVietnam.com - Marketing @ Client
39/42
%c k&t
7/28/2019 BrandsVietnam.com - Marketing @ Client
40/42
! Marketing @ Client l qu trnh xy d+ng
th-2ng hi,u trong tm tr ng-8i tiu dng %1h?bi"t %"n, trung thnh, mua v sAd6ngnhi/u h2n.
! Marketing @ Client li ko, dBn dCt, truy/nc'm h*ng cho m?i ng-8i - phng ban vagencies - h-#ng %"n m6c tiu chung.
! Marketing @ Client l cng vi,c thAthch, %ih&i cao nh-ng th v5v %-.c t-
7/28/2019 BrandsVietnam.com - Marketing @ Client
41/42
Stay hungry.
Stay foolish.
7/28/2019 BrandsVietnam.com - Marketing @ Client
42/42
C'm(n.Chc cc b7n thnh cng!ThCc mCc? G-i cho [email protected].
mailto:[email protected]:[email protected]