4.

Chu k sng ca sn phm

4.1. Khi nim chu k sng ca sn phm.

4.2. c im v chin lc marketing
mix trong cc giai on chu k sng sn
phm.
Chu k sng ca sn phm ( hay vng i sn phm -
Product Life Cycle PLC) l thut ng m t s bin i
ca doanh s tiu th SP k t khi SP c tung ra th
trng cho n khi n phi c rt lui khi th trng.
Mi sn phm u c PLC, gm 4 giai on:


4.1. Khi nim chu k sng ca sn phm.
Gii thiu (Introduction)
Tng trng (Growth)
Trng thnh ( Maturity)
Suy thoi ( Decline)
Khi nim chu k sng c th dng m t:






Dng biu hin c th ca chu k sng ca sn
phm kh phong ph
4.1. Khi nim chu k sng ca sn phm
Mt lp sn phm ( Product Class )
Mt mu sn phm ( Product Form )
Mt nhn hiu ( Brand )
th chun ca mt chu k sng
ca sn phm
Doanh
s v
li
nhun
Trin
khai
Gii
thiu
Tng
trng
Trng
thnh
Suy
thoi
Chu k
Doanh thu
Li nhun
4.2. c im v chin lc marketing
mix trong cc giai on chu k sng
sn phm.

Giai on gii thiu
Giai on tng trng
Giai on trng thnh
Giai on suy thoi
L giai on m sn phm c a vo th trng.
Khi lng SP tiu th tng chm, thng l hoc li t
Marketing Mix:

Sn phm: - Hiu chnh k thut v thng mi SP.
- Tng cng kim tra cht lng SP.
Phn phi: C gii hn, c quyn hay chn lc.
Gi: - Gi ht vng ( gi cao ) i vi SP c o.
- Gi thm nhp th trng (gi thp) i vi SP ph bin.
- Gi khu vc. Gi h thp nht thi.
Xc tin: - To s hiu bit v SP v li ch ca SP.
- Tng cng qung co v bn hng c nhn.
Giai on gii thiu
Giai on tng trng
Khi lng SP bn ra tng nhanh, li nhun tng, xut hin
i th cnh tranh.
Marketing Mix:
Sn phm: - Sn xut hng lot, a dng ho.
- Tng cng ci tin k thut
Phn phi: - Phn phi m rng v mnh.
- Xm nhp th trng mi, s dng knh phn phi mi.
- D tr ln v tip t nhanh chng.
Gi: - Xu hng gim gi nhm m rng th trng .
- S dng thang gi rng theo cc a bn khc nhau.
Xc tin: To s a thch, tip tc thng tin v SP.
Giai on trng thnh
Khi lng SP bn ra tng chm, cnh tranh gay gt, doanh
thu t cc i, li nhun tng chm v t cc i sau
gim.
Marketing Mix:
Sn phm: Phn bit ho SP, a dng ho nhn hiu, kiu dng.
Phn phi: - Vn m rng v mnh.
- Tm thm th trng mi.
Gi: Cnh tranh mnh v gi.
Xc tin: - Cng s lng trung thnh vi nhn hiu.
- Qung co nhc nh.
- Nhm n cc th trng phn bit.
Giai on suy thoi
Doanh thu gim, li nhun gim, tn kho tng, cnh tranh
gay gt.
Marketing Mix:

Sn phm: Gim mn hng, mt hng khng cn hiu qu.
Phn phi: Chn lc v chuyn mn ho.
Gi: Gim hoc tng gi v chi ph tng do sn lng gim.
Xc tin: Gim ti a chi ph.

V D: Chin lc chu k sng ca Nokia 1100
Nm bt c tm l ca ngi tiu
dng: nhiu ngi cn TD ch thc
hin chc nng gi v nhn tin ch khng
cn nhiu tnh nng cu k.
Hng pht trin nhm n nhng nhm
khch hng thu nhp thp v trung bnh

1.Nokia 1100 trong giai on gii thiu
Trn th trng cha c i th cnh tranh
Khi lng bn ra chm do nhiu ngi cha bit n
Nokia 1100
Vic gii thiu mt nhiu thi gian v doanh s tng chm
=> doanh thu thp.
V th t qu 4/2003 n qu 1/2004, th phn ca
Nokia gim t mc 34,6% xung cn 28,4%.
Phn phi ch yu th trng Chu , Chu Phi xy dng
cc h thng phn phi v mng li bn l ti cc nc
ang pht trin.
Thng qua cc chin dch qung co v thng qua knh
truyn ming Nokia 1100 nhanh chng c nhiu ngi
bit n.
1100 l in hnh ca Nokia trong vic sn
xut nhng sn phm mang ng ngha in
thoi di ng.
2.Nokia 1100 trong giai on tng trng
Nokia 1100 xut hin trn th trng Vit Nam
vo nm 2004
Trong qu III/2005 Hng in thoi Phn Lan
bn c 15tr sp, li nhun tng 29%
Nokia 1100 khng cn l mt chic in thoi,
m tr thnh mt tro lu tiu dng trn th
trng di ng
Mc d i th cnh tranh lc ny l O
2
,
Motorola , Samsungnhng doanh s bn ngy
cng gia tng mt cch vng chc.
3. Nokia 1100 trong giai on trng thnh
Khi lng bn ra chng li => li nhun gim
nh.Mc li nhun trn th trng in thoi
bnh dn ca hng trong qu 1 nm 2007 l
16,8%, gim nh so vi mc 18,5% cng k
nm 2006.
H gi sn phm.
Lc ny nhiu i th tung ra sn phm tng
t khin th trng tiu th Nokia 1100 gim
nh so vi giai on trc.
Chin dch qung co, khuyn mi tr nn rm
r hn, m rng h thng phn phi.
4.Nokia 1100 trong giai on suy thoi.
Nhng chc nng hn ch cha p ng c nhu
cu ngy cng tng cao ca ngi tiu dng.
Nhiu loi in thoi mi ra i vi nhiu tnh nng
vt tri,hin i, kiu dng a dng, mu m
pNokia phi i mt vi thch thc t Apple v
chic iPhone ang rt hot.
Doanh s bn ra gim => hn ch sn xut,
chuyn sang sn xut nhng model mi
u nm 2008 nokia 1100 ngng sn xut.
c 250 triu sn phm c bn ra trn ton th
gii t khi chic in thoi ra i t nm 2003 n nay.