TAP CHi KHQA HQC DAI HQC VAN LANG Nguygn VSn TSm D I N H V | THirOfNG H I E U - TRlTOfNG HOfP K E M DANH R A N G
BRAND POSITIONING - A CASE STUDY OF TOOTHPASTE BRANDS NGUYEN VAN TAM^'^
TOM TAT: Nghien cuu ndy nhdm tim hieu nhgn thirc ciia khdch hdng ve cdc thuang hieu kem ddnh rdng tgi thf trudng Vi$t Nam. Chung toi iii- di^ng phuang phdp nghien cuu dinh lugng thdng qua hinh thuc phdng van true tuyen ngudi tieu diing a dg tuoi tu 18 den 45.
Ket qud nghien cuu cho thdy, cdc thuang hi^u kem ddnh rdng tgi thi trudng Vi4t Nam da chiem linh dugc tdm tri cua khdch hdng thdng qua cdc chien luge dfnh vi thuang hifu cua hp. Cdc thuang hieu da tgo dtrgc si^ khdc biet, mac dii su khdc biet do chua that su vugt trpi, chua chiem linh dugc tdm tri cua khdch hdng mdt cdch vimg chac. Nhin chung, cdc chien luge dinh vi thuang hieu cua cdc doanh nghiep ddphdt huy hieu qud.
Tu khda: dinh vi thuang hi$u, tdm tri khdch hdng, kem danh rdng.
ABSTRACT: This paper aims to analyze consumers' perception of toothpaste brands in Viet Nam's market. Quantitative research method is used to interview consumers, aged 18 to 45 through online questionnaires. These research findings show that toothpaste brands have occupied the customer's minds through their brand positioning strategies.
Brands have made a differentiation which, however, is not really outstanding and able to firmly occupy customers' mind. In general, the brand positioning strategies of company
have been effective.
Keywords: brand positioning, customers' mind, toothpaste.
1. DAT VAN DE Viet Nam dugc ddnh gid la mdt thi trudng Theo bdo cao eiia Tdng cue Thdng ke, tiem ndng ddi vdi ede doanh nghiep kinh dan sd trung binh nam 2017 cua ed nude doanh hdng tieu diing, dde biet la eae mat ude tinh 93,7 trieu ngudi, tang 987.300 hdng tieu diing thilt ylu.
ngudi, tuong duong tang 1,07% so vdi nam Kem ddnh rdng la mpt sdn phdm ve 2016, bao gdm dan sd thanh thi 32,9 trieu sinh ea nhdn hang ngay ciia mpi ngudi. Tuy ngudi, chilm 35,1%; dan sd ndng thdn 60,8 nhien, nhu edu ve sdn phdm nay eung khd trieu ngudi, chilm 64,9%. Trong co cdu da dgng. Khi mua sdn phdm kem danh rdng, ddn sd, ty 1? dan so nam chilm 49,3%; dan ngodi cac yeu td nhu mdu ma, ehat lugng, sd nii ehilm 50,7%. Tudi thg trung binh gid ed, ngudi tieu diing edn quan tam den ciia dan sd ca nude nam 2017 la 73,5 tudi, eae tinh nang nhu: kha nang ldm trdng rdng, trong dd nam Id 70,9 tudi vd nii Id 76,2 tudi ngdn ngira sdu rang, bdo ve rdng, giup rdng [8]. Vdi ddn sd ddng, co cdu ddn sd tre, ehae khde, mang lgi hoi thd tham mat,...
'** ThS. Truong Dai hpc V3n Lang, [email protected]. Maso- TCKHl 1-11-2018 137
TAP CHi KHOA HQC DAI HQC V A N LANG s6ll,Thing9jJ018^
De dap img nhu edu da dgng cua ngudi tieu 'diing, cdc thuang hieu kem danh rdng dd tung ra nhilu sdn phdm vdi cac chien luge djnh vj thuong hieu khde nhau nham chiem ITnh tdm tri cua khach hdng.
Theo sd lieu thdng ke, den cudi ndm 2014, thj phdn kem ddnh rang cua Colgate Palmolive (Colgate) tren todn thi gidi chilm 45%, Unilever ehilm 9%, Procter &
Gramble (P&G) chilm 15%. Tai thj trudng Vipt Nam, Unilever va Colgate chilm gdn 90% thj phdn, trong dd Unilever ddn ddu vdi thj phdn tren 65% (vdi san phdm chii lyc la P/S vd Close Up) va Colgate chiem 25%. Mac dii chilm 15% thi phdn kem ddnh rdng tren toan the gidi, nhung tai Viet Nam, P&G vdi thuang hieu Crest ehilm thj phdn rdt nhd [7].
Thj phan kem danh rSng 10%
• Unilever •> Colgate aKhac Biln do 1. Thj p h ^ kem danh rang tai Viet Nam
Ngudn: Tieudungplus.vn
Trong mdi trudng egnh tranh hien nay, khi sy khae biet ve sdn phdm, gid cd, kenh phan phdi vd truyin thdng trd nen kha mong manh thi thuong hieu chinh Id yeu td duy nhdt tao ra sy khdc biet vd la chia khda dl egnh tranh. Yeu td lam nen sy khde biet eho thuang hieu ehinh la djnh vj thuong hipu. Mgt ehien luge djnh vj hieu qud se khde hga trong tdm tri ngudi tieu diing gia trj vugt trdi ciia sdn phdm vd thuong hieu.
NhQng nam gdn ddy, cac doanh nghiep kinh doanh hang tieu diing, dac biet Id cae doanh nghipp ed vdn ddu tu nude ngodi nhu Unilever, P&G da ehi hang tram trieu dd la cho edng tac qudng bd, truyen thdng thuong hipu nhdm gia tdng mire dp nhgn bilt thuong hieu, khdc hga diim khdc biet vd chilm Idy tinh cam, tdm tri eua khdch hdng [10]. Vdi ede chiln luge tiuyin thdng djnh vi thuang hieu cho cae thuong hieu kem danh rdng nhu "P/S - bdo ve rang, ehde rdng", "Close Up - rSng trdng sang, hoi thd tham mat", "Colgate - ngya sdu rdng",... Tuy nhien, cdc chien djeh truyen thdng eiia nhiing thuong hieu dd ed dgt duge mye tieu de ra la chiem ITnh tam tri eiia khaeh hang hay khdng, khdeh hdng ed earn nhgn dugc cdc diem khde biet ma nhihig thuang hieu mudn dinh vj? Dd chinh Id ly do nhdm tdc gid thuc hien nghien ciiu ndy.
2. CO S 6 LY LU^N
Hien nay, thuong hipu la mdt thudt ngu- vdn cdn nhidu quan diem khdc nhau. Tuy nhien, cd mdt sd quan diem phd bien nhu sau: Theo Hiep hgi Marketing Hoa Ky, thuong hieu la mdt cai tdn, tii ngii, ky hieu, bieu tugng, hinh ve thiet ke,... hoge tap hgp cdc ylu td tren nhdm xdc dinh va phdn bidt hdng hda, djeh vu ciia mdt ngudi ban hode mOt nhdm ngudi ban vdi hdng hda vd djch vu eiia ddi thu egnh tranh [6, tr.261].
Ngoai ra, cung ed quan diem eho rang, thuong hi$u la mgt y hoac khai niem duy nhdt trong ddu khdch hdng khi nghe din ten cdng ty [2]. Patricia F. Nicolino cho rdng, thuang hipu la mgt thyc the xde djnh tgo ra nhihig cam kit rieng vl mdt gid trj [5, tr.l4]. Tii nhihig quan diim tien, cd thi ndi thuong hieu khdng chi Id nhung cdi khach
TAP CHi KHOA HQC DAI HQC VAN LANG Nguyen Van T5m hang nhin thay, nghe thdy, sd thdy, ngiii
thdy ma cdn Id nhihig dilu khach hang cam nhdn dugc. Thuong hieu la nhiing gi khdeh hang ghi nhd vd cdm nhgn vl mdt gia trj hong tdm tii cua minh.
Ve dinh vi thuong hieu, theo Philip Kotler, djnh vi thuang hi^u Id cde boat ddng nham tao ra cho sdn pham va thuong hipu mdt vj tri xde djnh (so vdi ddi thii eanh tranh) trong tdm tri khdch hang muc tieu.
[6, tr.80]. Ciing vdi quan diem dd, Al Ries cung cho rang dinh vj khdng phai la eai bgn lam eho mdt san pham ma la eai bgn lam cho tdm tri eua khach hang, nghTa la bgn djnh vi san pham trong tdm tii eiia khach hdng tiem nang [1, ti.l 1]. Mdt each cy the hon, Marc Filser cho rdng, djnh vj thuang hipu Id dieu md doanh nghiep mudn khdeh hang lien tudng tdi mdi khi ddi didn vdi thuong hieu eua minh [9]. Mue dieh eiia djnh vj la dl xdc djnh vj tri thuang hieu trong tam tii ngudi tieu dimg nham tdi da hda lgi ieh tilm nang cho cdng ty [6, tr.294].
Tir nhiing quan diem tien, chiing tdi eho rdng, djnh vi thuong hieu (Brand Positioning) la mdt qud trinh quan trgng nhdm xde dinh vd chiem ITnh mdt tir ngii mang tinh ehiln luge trong tam tri khach hdng muc tieu. Bdi vi, ddi vdi ngudi tieu diing, khi mua mdt san pham hode dieh vu nao dd hg thudng xde djnh tiong tam tri mdt sd ylu td quan tipng (the hien qua ede tir ngii ngdn gon) va hg lya chgn eac thuang hieu dya tren cdc yeu to ndy. Vi du khi mua bdt gigt ngudi tieu dimg thudng nghT trong ddu ve mdt loai bgt gigt ed kha ndng gigt "sach" va "trdng sdng" qudn do va khi dd hg thudng chgn bgt gigt Omo hode Tide. Hoae khi ehgn mdt trudng dgi
hgc, sinh vien thudng quan tdm den cac thudc tinh nhu ehuong tiinh dao tgo sat thue te, sinh vien ra tiudng de kiem viee lam, danh tieng trudng tdt, cdc djch vy hd tig,...[3]. Cd the ndi, tiong mdi trudng egnh tranh ngay nay, quyet djnh ve djnh vi thuang hieu Id mpt quydt djnh quan trpng, nd ddt nen tang cho tdt ca cde quyet djnh marketing chien luge ca trong ngdn han Idn ddi hgn, nd dnh hudng tryc tidp vd xuyen sudt eac quyet djnh ve san phdm, dinh gid, phan phdi va truyen thdng. Djnh vi thuong hieu la yeu td quan trpng nhat quyet dinh sy thdnh cdng ciia mdt thuang hieu. Nhu Philip Kotler ndi: "Khdng cd edng ty nao cd thi gidnh chiln thdng neu eac san phdm va djeh vy ciia hg khdng ed su khdc biet so vdi sdn phdm vd djeh vu eiia ddi thii canh tranh" [6, tr.293]. Hay ndi khdc hon, djnh vj thuong hieu chinh la di tim sy khac biet cho thuang hieu vd tim each gieo vdo tdm tri khach hdng tiem ndng.
3. PHUOfNG PHAP NGHIEN ClTU Nghien ciiu dugc thuc hien bang phuang phap nghien eiiu dinh lugng thdng qua hai bude, nghien ciiu so bd va nghien ciiu chinh thiic. Trong nghien eiiu so bd, ddu tien nhdm nghien ciru tham khdo y kien khach hang la nhimg ngudi ndi tig da timg mua va su dung kem ddnh rang, nhdm xde djnh cac tieu ehi khdch hdng quan tdm khi lya ehpn thuang hipu de xdy dung thang do. Thang do thuang hipu kem ddnh rang gdm 6 bien quan sat: kha ndng lam trang rang, bdo ve men rang, gidm dau budt, ldm hoi thd tham mat, ngira sdu rdng vd Idm rdng chac khde. Sau do, tien hdnh phdng vdn true tiep ngudi tieu diing nam vd n& d dp tudi tir 18 den 25, chii yeu la sinh vien
TAP CHI KHOA HQC DAI HOC VAN LANG U l , T h a B g 9 - ^ g i i sinh sdng tgi Thdnh phd Hd Chi Minh
thdng qua bdng cdu hdi sogn sin vdi thang likert 5 diem (1-hodn todn khdng tdt, 5-rdt tdt). Khao sat duge thye hien tien mau n = 50 theo phuong phdp Idy mdu thugn tien.
Phuong phap phan tich do tin egy Cronbach alpha vd phdn tich EFA duge sir dung de kilm djnh thang do. Nghien ciiu chinh thiie dugc triln khai bdng phuong phdp phdng van tryc tuyIn ddi vdi ddi tugng Id ngudi tieu diing nam vd nii: do tudi tir 18 den 45 thdng qua bdng cau hdi vdi sd mdu la 430 (n = 430). Dii lieu khdo sdt duge ldm sach vd xir ly bang phdm mem SPSS phien ban 18.0. Cde nghien eiiu nay duge thye hien tir thang 3 din thdng 5 - 2018.
4. KET QUA NGHIEN ClTU
K6t qud nghien ciiu eho thdy, cdc thuang hipu kem danh rdng P/S, Colgate vd
Close-Up la nhung thuang hieu dugc nguoi tieu diing bilt din vd sii dung nhidu nhdt.
Trong dd, thuong hipu P/S ed din hon 90%
ngudi tidu dimg bilt din va 73,9% ngudi tieu diing da hoge dang su- dung. Thuang hidu Colgate cd mirc do nhdn bilt gdn 90%
vd ed hon 67% ngudi tidu diing dd hoge dang su dyng. Diing d vj tri thii ba la thuong hipu kem ddnh rdng Close-Up vdi ty Ip nhgn bilt va sii dyng eung kha eao (88,1% va 64,6%). Kem danh rang Sensodyne mgc dii ed mure do nhdn biet thuong hieu kha cao (67,4%) nhung mire dg sii dung cua ngudi tieu dung khd thap (26,6%). Cdc thuong hieu cdn lgi nhu Aquafresh, Crest it dugc ngudi tieu dung biet den va sir dyng hon.
100%
9 0 % - 8 0 % • 7 0 % • 6 0 % - 5 0 % • 4 0 % • 3 0 % 2 0 % 10% •
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Bien do 2. Mirc dp nhgn biet va sir dyng cac thirong hi|u kem danh rSng cua nguoi tieu diing
Ddi vdi sdn pham kem ddnh rang, khi ldm trdng rdng (75,4%), lam hoi thd thcmi chgn mua vd sir dung, ngudi tieu diing mdt (73,8%), ngira sau rang (66,3%), ldm thudng quan tdm den cdc tinh nang nhu: rang ehde khde (63,2%). Ddy la bdn ylu td
TAP CHi KHOA HQC DAI HOC V A N LANG Nguyen Van T a m
ngudi tieu diing quan tdm nhdt. Cac yeu td khae nhu bao ve men rang, giam e budt ciing dugc khdeh hdng quan tdm nhung vdi ty le it ban (46,6% vd 32,8%). Dilu ndy ehiing td nhu edu bdo ve men rdng vd gidm dau (e) budt chi ed ddi vdi m^t nhdm nhd khach hdng nao dd cd rang nhay cam.
Vdi nhimg no lyc dinh vi thuong hieu nhdm khdc hga diem khde biet vugt tidi eua thuang hieu tiong tdm tri ngudi tieu dimg, cde thuang hieu kem ddnh rang da ehi khd nhieu ngan sach de truyen thdng, quang bd. Bieu dd 4 dudi ddy la ket qua nghien ciiu nhdn thirc ciia khdch hang ddi vdi timg thuong hieu.
80%
70%
50%
40%
30%
20%
10%
75.4% 73.8% 66.3%
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u do 3. Cac yeu to khach hang quan tam khi mua va sir dyng kem danh rSng
Bieu do 4. Ban do nhan thirc cua khach hang ve cac thuong hi?u Kem danh rSng {Ban d6 djnh vj thuong hi|u)
Bang 1. Danh gid cua nguoi tieu diing ve cac thuong hi|u kem danh rang Tinh nang
Lam trang rang Lam hcri tho thom mat Ngira sau rang Lam rang chic khoe Bao v^ men rang Giam e buot
P/S 3,21 3,16 3,40 3,40 3,34 2,95
Colgate 2,98 3 J 0 3,29 3,27 3,14 2,84
Close-Up 3,19 3,62 3,14 3,10 2,99 2,85
Sensodyne 3,26 3,18 3,31 3,30 3,34 3,59
Aquafresh 3,00 3,09 2,96 2,98 2,98 2.93
Crest 3,12 3,05 3,01 3,08 3,04 2,97
Vdi thang do likert 5 diem (1 la hodn todn khdng tdt vd 5 Id rat tdt), ngudi tieu dung da ddnh gid thuong hieu kem ddnh rang P/S vugt tidi ve tinh nang "chac khde"
vd "ngira sdu rang" vdi diem trung binh cd hai tieu ehi deu bdng nhau (3,40/5). Trong khi do, eung duge ddnh gid cao vl tinh ndng "ngira sdu rdng" (3,29), thuong hieu Colgate edn dugc ddnh gia Id cd kha ndng
"ldm cho hoi thd tham mdt" vdi sd diim trung binh 3,30. Hai thuang hidu kem danh
rdng Close-up va Aquafresh ciing duge ddnh gid la cd kha nang "ldm eho hoi thd thom mdt" vd "ldm rang tiang sang", nhung Close-up dugc ngudi tieu diing ddnh gid cao hon ca hai yeu td. Trong dd, tinh nang ldm hoi thd thom mdt duge ddnh gia kha cao (3,62/5). Ddy Id tieu ehi dugc ngudi tieu diing danh gid cao nhdt so vdi cdc thuong hieu khde. Dieu ndy cho thdy thuong hieu Close-up that su vugt trdi vl tinh nang nay. Kem danh rdng Crest la
TAP CHi KHOA HOC DAI HQC V A N LANG s6ll,Tbangjjjgl8^
thuong hieu it dugc ngudi tieu diing biet den va sii dung nhung van dugc danh gid cao ve khd ndng "lam trdng sang" vd "ehde khde" vdi sd diem trung binh lan lugt la 3,12 va 3,08.
Thuang hieu kem ddnh rang Sansodyne, mac dii khdng duge danh gid eao ve eac tieu ehi ma ngudi tieu diing quan tdm nhdt nhung lgi duge ddnh gia khd tdt ve khd nang "bdo ve men rang" (3,34 diem) vd khd ndng "ldm gidm dau (e) budt" (3,59/5). Ddy la phan khiic thj trudng ma Sansodyne dang hudng tdi. Chiln luge djnh vi eua thuang hipu Sansodyne la san phdm kem ddnh rang ddnh cho khdeh hang cd rang nhay cam, vdi tinh nang chinh Id bdo ve men rdng vd gidm dau budt. Ket qua nghien ciiu eho thdy, Sansodyne da khd thdnh cdng trong chiln luge djnh vi nay, mac dii day Id phdn khiic thi trudng hep.
5. KET LUAN VA KIEN NGHI Trong mdi trudng canh tranh ngdy edng khdc liet, ede doanh nghiep ngodi nhiing nd lue ve marketing nhdm tim hieu va ddp img nhu edu eiia khdeh hang ngay eang tdt hon edn phdi ed ehien luge thuong bieu phii hgp de canh tranh vdi cdc ddi thu.
Mudn chien thang dugc ddi thu egnh tranh, doanh nghiep can dua ra thi trudng cae san phdm cd sy khae biet vugt tidi va dugc thira nhgn bdi chinh khaeh hang mue tieu eiia minh. Qua ket qud nghien ciiu ve thi trudng kem ddnh rdng cho thdy, cac thuong hieu kem danh rang da cd nd lyc nhdm tao sy khdc biet vd chiem ITnh tdm tri ciia khaeh hang. Dae biet la cdc thuang hieu
kem ddnh r5ng nhu: P/S, Colgate va Close- Up. Day eung ehinh Id ba thuong hieu ehilm ITnh ban 90% thj trudng kem danh rang tgi Viet Nam. Cac thuang hieu tien dd dinh vi duge thuang bieu cua minh trong tam tii khdch hdng tiidng qua cac chien luge dinh vi nhu: P/S - ehde khde, Colgate - ngira sdu rang vd Close-Up - thom mat.
Cac thuong hieu khac nhu Sansodyne tgo sy khae bipt tren thi trudng ngdeh, vdi nhdm khach hdng mue tieu la nhihig ngudi cd vdn dl vl rdng nhay cdm. Tuy nhien, qua nghien ciiu eiing eho thdy eac thuang hieu chua that su dugc khdeh hang ddnh gid eao vl sy khac biet. Vdi thang diem 5, da sd cae thuong hieu dugc ddnh gid d miic tiling binh tir 3,0 din 3,5. Day la miic khd thdp. Trong tuong lai, ede doanh nghiep cdn cd nhung giai phdp hieu qua ban de nhdn mgnh su khae biet trong tdm tri cua khdeh hang. Nhu Jack Trout tung ndi:
"khdc bipt hay la ehet".
Hgn che eiia nghien cihi ndy la chi tap trung vdo vipe lay y kien cua khach hdng ve cac thudc tinh chiie nang eiia sdn phdm vd ddnh gid cua khdch hdng tren eac thudc tinh do ma ehua tim hieu cdc nhu eau va mong mudn khdc ciia khdeh hdng ddi vdi san phdm kem danh rang. Ddi tugng khdo sdt trong nghidn ciiu ehii ylu la ngudi tieu dimg d khu vyc Thanh phd Ho Chi Minh vd eac tinh lan can. Cde nghien ciiu sau nen md rgng phgm vi, ddi tugng vd khdng gian nghien eiiu de cd sy danh gid todn dien vd sdu rdng ban.
TAP CHi KHOA HQC DAI HQC VAN LANG Ngnyjn Van Tam TAI LIEU THAM KHAO
[I] Al Ries & Jack Trout (2004), Binh vi - Cupc chiin gianh vi tri trong tdm tri khach hang, Nxb Thdng Ke (D|ng Xuan Nam va tgk djch).
[2] AI Ries & Laura Ries (2003), 22 Diiu lugt xdy dimg thumg hieu, Nxb Thdng Ke (Phan Dinh Quyin va tgk djch).
[3] Chu Nguyin Mong NgQC (2012), Dinh vi thuang hieu tren thi tricong ddo tgo dgi hoc, UEFaddu?, Tgp chi Phdt triin va Hgi nhgp, S6 4(14), thing 5-6.
[4] Kevin Lane Keller (2013), Strategic Brand Mangement: Building, Measuring and Managing Brand Equity, 4th edition, Pearson, USA.
[5] Patricia F. Nicolino (2009), Qudn tri thuong hieu, Nxb Lao dong - Xa hoi (Nguyen Minh Khoi djch).
[6] Philip Kotler, Kenin Keller (2013), Qudn tri Marketing, Nxb Lao dpng - Xa hoi (Lai H6ng van & tgk djch).
[7] http://tieudungplus.vn/danh-sach-san-pham-kem-danh-rang-tren-thi-truong-viet-l 1122.html [8] https://baomoi.eom/dan-so-ca-nuoc-dat-93-7-trieu-nguoi-trong-nam-2017/c/24563046.epi [9] https://cipmedia.vn/dinh-vi-thuong-hieu-la-gi-9-chien-luoc-dinh-vi-thuong-hieu.html [10] hllp*aM)anhnhaacomtaMlongdii^ii(>quang<2Daia-vinamik<iangtB[>ra€i^^
Ngay nhan bai: 20-5-2018. Ngay bien tap xong: 06-6-2018. Duyet dang: 24-9-2018