228 | NGUYEN LY MARKETING «dong ea cd hai céng ty. Céng ty nén thc hign anh dong nao? (AACSB: Tra0 di; Si'dyng CNTT: Ter duy phn xa) 4-14 Gia tri mong doi cua théng tin hoan hdo(EMY, a gl? COnen tién hanh nghién cau? (AACSB: Trao adi SU dyng CNT: Tu duy phn xa) Tinh huéing video Nielsen Hau hét moi ngudi déu biét Nielsen la cong ty xép hang truyén hinh. Tuy nhién, trén thyc té, Nielsen céng ty nghién euu da thi ‘rung, diéu nay khong thay déi tu nam 1923, Mye tieu oda n6 18 «ant gid va theo doi trén pham vi rong hoat déng cua nguitiéu ‘dung dé thidt lap cai nin ton cdnh céc phan Khu th trubng va phan khuc khach hang. 8 thyc hign mye tiéu nay, Nielsen da theo sat nguoi teu ding 6 bat ctl khi nao ¢6 thé - xem tiv, lén mang, 8nha hay 8 cua hang, Nielsen theo doi cdc hoat déng nay nhu thé nao? Hang ighién cul ky cuu nay 43 thi lap cc phuong phap higu qua ghi chép hanh déng cla ngudi tiéu ding, tt quét dv ligu ban lé dén 1nhom h9 gia dinh va giam sat mang x8 hgi. Khi di liu duge thu th, ho chuyén vé kho luu tricia Nielsen va duge phan oai sp xp philhgp voi cd nhan, bé sung ao hang nghinty byte thang tin, ima Nielsen thyc sy tiép cn. Thong qua sép x8p va phan tich diz ligu, Nielsen logi bé hang ty giao dich hang ngay 48 cung cép sy thu hiéu nguditiéu dung 6 rang cho khach hang cia Nielsen, Sau khi xem video vé Nielsen, hay tr Idi cdc cu hdl sau 4-15 Linh vye chuyen mon cia Nielsen la gi? 4-18 Cung cp mat vi dy thyc t& dé mo t& cach Nielsen cé thé nam pha su thdu hidu khach hang? 4-17 Nielsen nén thiét lap kiéu quan hé d6i tac nao vei cc cong ty khac d8 dat duoc muc tiéu cia né? Tinh huéng doanh nghiép Campbell Soup: Quan sat ban an gi Ban c6 thé nghi rang mét cong ty sn xuat hang tiéu ding ky vu. néiting nhu céng ty Campbell Soup da lam vige dé. Sau tét 4. Khi nghivé sup, moi ngudi nghingay dén Campbell. Campbell ‘théng tr thi trudng sip tri gié§ ty d6-la vol thi phén 44%. Bén san phim dusi mét tén thuang hiu mang tinh biéu tugng nhu v87 60 thé 6é dé dang. Nhung néu ban hai Denise Morrison, CEO campbell, bady 86 ké cho ban mot edu chuyén Kec cot vai nim true, khi tiép quan e6ng ty stip ni ting va Lau adi nit thé ge, Morrision 48 pha 46H gt vol mot théch thie ln - 461 ngheh var sy suy gidm thi phn eda mbt thuang nigu 145 tusi dang @ giai doan bao hoa, tang trudng chm va tn] trvong hay thay d6i duoe dc trung bOI sy thay A6is0 hich cia nguditi6u ding, th niéu nay c&ng ma rng va Khé chp ningn vibe tang gid. Xoay chuyén moi thi xung quanh sé dbi ha i n6i sinh thuong higu eda céng ty theo cach thie thu hat khong xa lénh cdc tin 46 48 mua sn phim phi khach hang mai ma campbell trong nhiéu thap kj. Morrision d& ap mt ké hoach. YEU t6 c6t 6} cba ké hoach «ota duy tr sy tgp trung gi6ng nhs chiéu tia laser v8o nguti tiéu dung, Nguti tidu dung 18 6ng chi cua ching tO" Morrision ni, {uyteisytaptrung vaokhdch hang] ddihdi sythéuhigurdrang, cap nhat tung phat vé nguoi tiéu dung 4é tao ra nhiing sn phém phi hop han." Ké hoach cua Morrision lién quan dén chuyén d6i van ha tr tré truyn théng cila mot céng ty khiing long thanh mt cdng ty bao ham sy'séng tao va sy linh hogt. Nhung né cing lién quan dén viée st dung nhang phuong thc séng tao cho phép cée nha quan tri thuong higu va ngudi phét trién san phém thiét lp sy hiéu bidt khach hang, dé fa diéu vo cing cn thiét. Néi cach khac, nghién cuu marketing tai Campbell Soup da sn sang thay d6i Doc vi tam tri ngudi tiéu dung Sup la mén &n ua ding, hién dign trong nha bép cba moi ngudi dan Mj. Tuy nhién, céch day khdng lau, cac nha nghién cuu ca Campbell da phat hignra rang marketing san phém sup cé nhing van dé dang cha y. Moi ngubi khéng them muén stip. Chac chan ‘mot bat sup bc hol thye sy hap dn khi ban via trai qua mot con ‘mua lanh. Nhung stp Khéng phai la mén an hang déu hay mén én ‘at, ma thung la khde dao du cho mét mén chinh thd vi han. Diém mau chét la nguai tiéu ding khéng thyc su nghi nhiéu vé tp khién cho vigc nghién cau marketing tré nén khé khan. ‘Trong nhiéu nam, céc nha nghién ctu eta Campbell 63 dya vao nhiing cuéc khdo sat bang phuong phap ci va cde cude phéng vén truyén théng a8 cé duge sy théu higu khéch hang ‘nham quang céo, dan nbn, ‘d6ng 96i cing nhu cai thign chinh s8n him. Nhung kinh nghigm cia Campbell voi hoat dgngnghién ctu ee utng Carscamermarketing nhs ay chi ra ng cdc phuang phap tuyénthéng ob upstbo trong vige ndm bat nhing suy nghitiém thi, cd xt va nav quan trong ma nguditieu ding tra ng Ki mua sp. Vi vy d€ dén gn hon vei nhang gi dang thye sy dién ra «rong tém tringul tu dng, ce nha nghién edu cia Camphett bat du st dung cc Phuong php khoa hc thén kinh tin tién ht Ho trang bi cho ngudi mua sém nhing chi do khode age bigt 68 do 09 dm cia da, ni tim, d6 sau mdi nhip thd va cu chi. cae cam bin theo dai chuyén déng cia mat va chiéu réng cua 4ng t DU ligu sinh tr8c hoc duge két hop véi cdc cuse phéing én v8 video ghia tung trai nghigm ca ngudi mua hang, Cac nghién cuu céng nghé cao da tao ra mot sy théu hiéu dang kinh ngae. Campbell biét rng moi ngudi cé c&m xue manh ‘nian stp. Ai ai khdng nho t6i c&m gic Khi nhén bat sup néng ti ban tay me luc bi 6m hay bi lanh kia chi hung thi nghigm sinh trac hee d8 ti8t I6 rang tét cd sy dm ap va nhing cdm xie tich cuc do da bién mat Khi ngudi tiu ding abi mat voi mot“bién' ton Campbell mau dé va tréng gn nhu ging hét nhau d ké hang sup 12 mot cla hang tap héa dién hinh. Trong qua khi, dinh eta céc ké d mot cua hang didn hinh trung bay mot logo I6n cia Campbell voi nén mau 48 tuoi. Nhong gnign cuu mai cho thay diéu nay khién cho tt c8 cdc nhan hang cua Campbell hoa trén vao voi nhau tao nén cdm gide qué tai, cng nhy khign nguoi mua danh it thoi gian hon cho ké hang. Céc phucng phap nghién edu sinh tréc hoe cing tit rng cé nhng thigu sét trén nan higu sip hinh anh céc bat sup Ion t nhat, ‘nhiing chiée mung fan dy stip khéng goi lén chit cém xtic nBo. ua trén nhing nghién cuu d6, trong mét nd ive got lava id gin cam xe cua nguai tiéu dung stip, Campbell bat déu dénh cdc Khia canh ey thé nhu trung bay, nhan hang va dong goi cila cae sn phdm sup. Diéu nay din dén nhiing thay déi c6 ve hd nhung quan trong. Khai du, logo ca Campbell duge lam hd hon va treo thép han trén Ké, t6i thigu héa higu Ung tran 1198p ‘bin lor". C4 nhan cia c&c loai sup khde nhau c6 cdc du higu phan biét trye quan. Cac loai nh Beef Broth va Broccoli Cheese thuong duoc si dung lam nguyén lidu nBu Bn, co mot «31 mau xanh lam ahd 6 gita hop voi nhan “Great for Cooking’. Ot di mau xan Ia edy va nhn "98% Fat Free" duge ding cho 46 loa gid béo. Cc foai nh Tomato Chipotle & Olive Oil, mot Lua dong “Latin inspire" co nhdn né mau den thay cho QUAN TRITHONG TIN MARKETING | 227 ‘mau tréng truyén théng. Va ning nan higu ban hang du ni Chicken Noodle, Tomato va Cream of Mushroom vin gil han ‘ruyén thing don gian voi inh hy chuong @ tung tam. Hinh bat Sip tao cém gic dim dp hon voi tan Kho} bc Ian, con chiki thio vO.cdm duge oai bd. Ligu nhiing thay d6i nhd nhu vay £6 thé tg0 ra Kha bit thye sy? G6, ching da lam dugc diéu d6. Campbell tuyén b6 oan $6 ban sup dac da tang 2% tirkhi cO nhing thay déitrén.. Nghe thi khong lan, song thyc té 1a mot sy thay déi nhé trong téng doanh s6 2 ty do-la c¥a thuong higu nay cing c6 nghia ta mt khodn thu déng k8. Doan s6 tang cing thé hign rang nguol tieu dung d3 nha duge gia tr] nhiéu hon thong qua dap ung tot hon trai nghigm mua sém, Dao sau hon dé thau hiéu Mac di sy tha hidu tiinghién cu marketing sinh trdc hoc cba Campbell 43 dude ching minh fa c6 gia tri nhung s@ mat nhiéw thoi gian hon dé gianh dude sy ch y cba mét thé he khach hang ‘mdi va dap Ung dugc nhiing thay déi cua thj hiéu thyc phdm tiéu ding. Vithé, Campbell Soup san xudt va bén nhiéusén phdmhon ‘goal sp. Trong nhiing nam qua, cong ty da thém hode tao ra cede thuong higu nhu Pepperidge Farms, Swanson, Pace, Prego, V8, Bolthouse Farms va Plum Organics. Ngay nay, thuong higu thyc phém déng gdi cla Campbell bao gém céc toai san phém dap ting t&t cd moi ngubi. Voi danh myc sin phém do, viee duy triva tao ra cdc san phém cé lién quan dya teén su thau higu r8 rang, c@p nhgt tung phut cda ngubi tiéu ding fa mot tuyén b6 (de bigt ho khan, Dé c6 duge sy thSu higu r5 rang vé Khach hang, céc nha inghién ctu cda Campbell 8 chuyén sang nghién cuu marketing 8u - Ap dung nghién edu din tinh trong fink we nhan ching hoc va céenganh khoa hoe xa hgi khae dé nghin edu 69 tinh gn gilva tinh c@ nha. Cac nha nghién ci va chuyén gla marketing cia Campbell a tim hiéu sdu va danh thai gian voi nqubi tid dng trong chinn can nha eda ho. Charles Vila, Pho chi tich phy trach ngudl teu diing va nghign cin su ngudi tidw ding cha Campbell, néi: “Chuing tai 8 trong nha eda Khach hang. Chung {01 ndu an voi hg: ching t0i dn cung ho: chang ti mua s4m voi tng." Bing cach danh thai gian voi ngubi tiéu ding va quan sat ho trong mdi trudng ty nhién, cdc nha nghidn culu CO thé Md Khoa ee utng Carscamer228 | NGUYENLY MARKETING fining théng tin séu vé nguei tiéu ding ma ban than he khong ‘nhan bist duge. Nh vay, ede nh’ nghién citu eda Campbell dé xée dinh duge 6 nhém khach hang khdc nhau, méi nhom co mot hé so ‘hong phd. Déi v8i cde nhém nay, Campbell dé lam 6 nha bp By 60 trang thiét bj tal try s8 chinh 8 New Jersey, mdi nha bp uge thiét ké dé phan chigu can nha cde nguti tiéu ding 6 6 ‘nhom. MBi nha bép C6 thigt KE dBc dao voi céc tinh ning kde nhau va quan trong nhat lé c6 thyc phdm khéc nhau trong ti dé vatdlanh met cue nhdm e6 ten“Uninvolved Quick ixers”. Nhom ‘ray bao gém ning cd nhan hoge gia dinh Khéng quen hose Khong nau an. Nh bép ca ho ri rac voi hp pizza va bo su tp ‘yc don dé an sn. Bép 16 va 6 nuding oda ho trong cb vé khong a0 gio cham ti. Ho dingle vi song va thyc phim déng lanh rit nhiéu,“ngudi quan iy co s8 thye nghigm eda Campbell gia thich, ‘Gcyc kia la nhom cé tén ‘Passionate Kitchen Masters”, Bép cia ho chia day cdc thiét bi cao cp, duge ‘si dung tét. Ti lanh cla ‘hg chat day sn phém tuoi, sa va thit. Nude sét danh cho ngudi sanh an, Banh my va my éng lam thi cong duoc bé sung nhiéu losi gia vi Cae mite a6 chi tiét nhu vay glup cho a6i nga marketing cde Campbell khém pha va tim higu cdc xu hudng hién tai va, phat 1trign 6 méi nhom ngudi tiéu ding cing nh trén th] trudng téng thé. Vidy, ging la gia vi xuat hién trong mon &n. Chi mét vai nam ‘ute, lagi gia vi nay chi duge tim thay trong céc nha hang dén t6c hoge trong nhing céng thc néu an it biét dén, Nhung hién nay, sx phé bién eda ging dang tang vot. Campbell ky vongné sé ‘sémtré thanh mot thanh phén quan trong cho 6 nhém ngutitiéu ung ~ mot théng tin sau cO gi tri cho phat trién sin phém mei. Két lugn khac tu nghién ctu dao sdu cla Campbell la mac di ‘nhom “Passionate Kitchen Masters" tiéu thy it thyc phém déng 4901 va thuc phém &n lién hon so vél nhung nguditiéu ding khac, ho van mua nhigu loal nguyén ligu, ch&ng han nhu nude ding \¥ei nhdng nguoi thich néu dn, né ls thanh phn c6 dinh cia sup, ‘use sét va tit om. Voi hai thuong higu Campbells va Swanson, nude ding ‘mang lai doanh thy 400 trigu dé-la cho Campbell Soup, T) ‘499 2% doanh thu n6i trén tudng Ung vi 8 trigu d-1a doanh ‘thu tang thém riéng cho nudc dung, 6 1a Wy do tai sa0 cde nha nghién cu ca Campbell rét quan tam dén xu huéng tieu ding di Ion hay nh. Myc tiGu chinh la nang cao sy tr8i nghiém thye iphém oda khach hang, Vidu, mén an Thai dang trd nén phé bién hon voi nhng ngubi sénh &n, nhung dung cae thanh phén chinh rnhu sd vila mat thoi gian va t6ntién. “Ngay c& vol cde abu bép ty tin, vide dn eda hang va mua nhiing thd gia vi dé, r6itrén ching theo ding kiéu ngudi Thal khéng hé dB dang,” Pho cha tich Campbell, glém sat thuong higu Swanson va céc thuong hi kao, n6i. Thém vao 46, voi mot sy thdu hiéu khde ma nghi cu cia Campbell d& phat hign, mét loai nude ding méi a8 ra ddicé tena Swanson Thai Ginger, “mot loai nue dung duge pha ‘ché v8i huang vi cla chanh, tuong, nude dua, déu chanh, rau mi va ging’ - mot céch don gin dé lam cc mén an todn edu ngay tainha. Mol phuong phap nghién edu marketing déu ¢6 nhing cam bay. Vi vay, Campbell két hop nhiéu phuong phap nghién Cu nha t6ithigu ha kha nding dua ra nhang danh gia khong cchinh xc. Ngoai khoa hoc than kinh va nghién cdu do sdu, cong ty vin st dung céc phuong phap khao sat va phéng vén truyén théng, Tam gléc da liu bat chéo qua cae phuang phép cho phép {6at 49 chinh xéc lon hon cng nhurkhd nang bao quét mu ngudi tu ding l6n han. ‘rong linh vc kinh doanh thyc phém déng g6i, mai thir ‘nhé déng gép chat it. 86 chinh la sythéu higu ngudi tiéu ding va theo kip nhing thay d6i du lén hay nhé trong sé thich tiéu dung. Tri6t ly nay 4 ¢6 anh hudng tich cyc tei Campbell Soup trong 4a kh. Va khi Campbell do su han théng qua nhigu phuang hap nghién clu marketing, két qua duge Ganh gid qua thyc té, ‘Trong 3 nam gén d8y nhét, doanh thu cia Campbell ting 12.6%, {rong khi tol nhuan rong dat 6-10% mai nam. Gid cé phigu eta Campbell cling t&ng han 60% trong thdl glan dé, Nhu tuyén bs trén trang web cia céng ty: “B6i vdi nhiéu thé ‘hé, moi nguai 48 tin tung Campbell trong vige cung ep thyc phém va dS dng dich thyc, déy huang viva ludn sBn 6, digu a6 két n6i mal "auel véi nhau, lam dim Iai cc héi de va nhang gi quan trong wai Hin ta" Vol sy tro gldp ty chuong trinh nghién edu marketing ca Campbell cé vé nhu ngudltidu ding s& tip tye tn tuéng Campbell cdc thé he mai sau, eve ato Carencau hdi thao luan 4-18 Dim Manh va diém yéu cla hé théng thong tin marketing ctia Campbell Soup 1a gl? 4-19 Campbell co nhung muc tiéu ndo trong cdc nd luc nghién etiu marketing duge mé ta 6 tinh huéng nay? 4-20 Hay so sanh higu qua cua nghién ctu sinh trac hoc va nghién cuu dao sau cua Campbell? 4-21 Hay mo ta nghién clu marketing truyén théng cd thé dude tich hop vdi cdc nd luc nghién ctu trong tinh huéng nay.