Happy New Year 2013 – Tiếp thị và Bóng đá

Bai viet nay mo dau cho nam 2013. Ngam nghi mai khong biet nen chon chu de gi, tinh co doc Bao Tuoi Tre Cuoi Tuan so ra ngay 30/12/2012 voi Bai viet: Song khoe nho thuc luc cua Tran Van Nghia. Tua de cua bai bao da du dien giai noi dung cua no. Tac gia viet rang trong khi cac CLB bong da o Viet nam phai an dong tung thang, tung mua do bi “dut sua” dot ngot tu cac ong bau, thi cac CLB bong da o dat nuoc dang bi khung hoang kinh te the gioi chi phoi nhu Anh thoat khoi cai bong cua cac ong bau bang cach hoach dinh ke hoach kiem tien dai han nham dam bao cho CLB song khoe va phat trien.

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Bai bao de cap ve hop dong mang tinh ky luc cua doi bong lung danh Manchester United – M.U. lam cho cac nha tiep thi the thao tren the gioi phai nghien minh bai phuc: do la so tien tai tro cho hop dong 2014-2015 cua hang xe Chevrolet tri gia 559tr USD trong vong 7 nam, tuong duong gan 80tr USD/ nam. Nen nho la hop dong hien tai voi AON se van keo dai den het mua bong 2013-2014.

Dieu gi dang xay ra? Tai sao Chevrolet lai dam bo so tien lon vay trong khi ho chua biet thanh tich cua doi bong the nao trong 2 nam toi? Do chinh la niem tin. Niem tin cua mot nguoi khach hang nhu Chevrolet doi voi mot “san pham” nhu M.U. cung nhu niem tin cua chinh M.U. doi voi thuong hieu cua ho.

Toi da co dip den Anh vao nam 2008 va gap go cong ty tiep thi the thao AIG (khi do dang tai tro cho M.U) lam tiep thi bong da chuyen nghiep nao voi doi tac cua minh. Hien nhien, su chuyen nghiep den tu doanh nghiep tai tro, cua chinh M.U (cai nay thi ro rang qua roi), va khong the thieu duoc su chuyen nghiep cua cac cau thu khoac chiec ao mang thuong hieu M.U. Suy cho cung, nhung nguoi lam nen su thanh cong cua M.U va de M.U co the dem thuong hieu cua minh di “rao ban va kiem tien”, khong ai khac chinh la cac CAU THU. Dang cap cua ho khong co gi phai dang ban, ho chinh la cai Actual Product (san pham thuc).

Toi nho co mot cau noi trong nganh quang cao rang “neu tat ca cac thuong hieu deu im lang thi san pham se la len tieng“. Y cua cau nay la khi cac thuong hieu khong lam tiep thi hay quang cao gi het, thi dieu duy nhat lam cho nguoi tieu dung biet den san pham do chinh la chat luong cua san pham. Cho nen cac cau thu tai nang cua M.U noi rieng va nhung doi bong chuyen nghiep khac chinh la su tiep thi hieu qua nhat cho nhung thuong hieu ma ho dang khoac ao (tuong tu voi cai ten Fly Emirates se tiep tuc xuat hien tren ao cua cac cau thu cua Arsenal den het mua bong 2018-2019 voi gia tri hop dong la 150 trieu bang Anh).

Cac doi bong va cac cau thu cua Viet nam thi sao? That la hon loan. Neu khong co thoi diem suy thoai hien tai, “chay nha”, thi nguoi ham mo khong thay duoc nhung su that phu phang khi hang loat ong bau bo cua chay lay nguoi, cau lac bo tan ra, con cau thu thi cu nhu mot dam tre mo coi bo vo. Ong bau che cac cau thu “mat day”, ke noi nguoi lam cho ho mat day chinh la cac ong chu doi bong. Hon loan va hon loan.

Lay tua de cua bai bao “Song khoe nho thuc luc”, toi muon phan tich vai y dua tren vai khai niem trong marketing. Tai sao cac cau thu cua chung ta khong the song khoe nho luc luc? Don gian, ho khong co thuc luc, tat ca chi la ao. Ho la nhung product ao, price ao, promotion ao, va place cung ao not.

Se that phi thoi gian khi de phan tich them cai su ao neu nhu xem cau thu la product cua bong da, vi no ro nhu ban ngay. Khi mua san pham, khach hang khong mua features (dac tinh) cua san pham ma la mua benefits (loi ich) ma san pham do mang lai. Features cua cau thu la su lao dong cua ho tren san bong (cai nay cau thu nao cung giong nhau), con Benefits ma cau thu mang lai chinh tai nang cua ho, va tren het la mang lai nhung tran bong dep va my man. Vay tai nang cua cac cau thu Viet nam hien tai the nao: co do, nhung som no toi tam, tai it ma lam tat, tai nang do nhung thieu dao duc, thieu ky luat, thieu nhan cach, thieu su tu trong va ca thieu tinh than dan toc).

Vay do, san pham cau thu cua chung ta la vay.Nen viec mot cau thu “ngoi sao” co gia hang chuc ty dong thi qua la gia ao. Cac cau thu lan cac ong bau bay gio chinh la nan nhan cua he qua ma ho tu gay ra. Price cua cau thu khong xung dang voi nhung gi ma ho mang lai cho bong da va cho ho ham mo. Thuc mia mai, nhung cau thu mot thoi “het gia”, nay phai ngoi cho xin viec, cho su giang tay tu nhung cau lac bo mot thoi ma chua chac ho them dem xia toi neu khong co du “xien”.

Product, Price, cua cac cau thu la vay, con cach Promotion, quang ba, chieu thi, cua ho the nao. Trong long nguoi ham mo, ho la tam guong cua loi song vo ky luat, thieu khiem ton, khong ru che, gai gu, ma tuy thi cung the hien dang cap qua quan ao, xe hoi, dien thoai, va cao hon la ban do. Chinh ho da tiep thi nhung hinh anh khong dep mot nao trong long nguoi ham mo.

Sau cung la Place, do la noi khach hang co the mua duoc san pham, la noi ma cau thu pho dien tai nang cua minh: do chinh la san bong va nhung tran dau. Noi do, ho phai trinh dien tai nang cua minh de the hien mot dieu tai sao khan gia bo tien mua ve vao xem, tai sao khan gia ngoi chau chuc truoc TV xem ho da, va tai sao cac CLB da bo tien mua ho ve. Tuy nhien, cai khan gia nhan duoc chinh la nhung tran dau bac nhuoc, day muu toan, va hon het co the la su si nhuc cho quoc the khi ho thi dau o nuoc ngoai.

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Tom lai, moi su so sanh la khap khieng. Mot nen bong da manh khong chi co nhung cau thu. Nen bong da do can nhung cau lac bo manh, nhung ong co tien lan co tam, va ca nhung co quan quan ly co trinh do. Ve tinh than cua nguoi ham mo, Viet Nam khong he thieu, Viet nam chi thieu nhung cai nhu toi de cap, va tat nhieu thieu tiep thi the thao mot cach chuyen nghiep.

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