Giải mã bài toán thương hiệu cho ngành FMCG thời kỳ bình thường mới 2022

'LM‫ڥ‬RXLY‫ړ‬X-R୓YIRGIV1EVOIXMRK
RK£RL*1'+XL‫ۃ‬MOۙF¯RLXLų‫ۃ‬RKQ‫ہ‬M
„3'„3

PH‫ڌ‬N1
-R୓YIRGIV1EVOIXMRKKM½TXLųŤRKLM‫ڭ‬Y
XL¤SK‫ۇ‬G¤GF£MXS¤RÔ‫ڝ‬XVE
PH‫ڌ‬N2 PH‫ڌ‬N3
2‫ھ‬-(92+„3'„3
Onfluencer - AI based Influencer Marketing platform
£MXS¤RGLSXLųŤRKLM‫ڭ‬YRK£RL*1'+
XVSRKF‫ڷ‬MG‫ډ‬RL'SZMH
'LM‫ڥ‬RPų‫ۉ‬G-R୓YIRGIV1EVOIXMRK
Ô‫*ک‬1'+Ô¶RÔ‫ڍ‬YGŤL‫ڿ‬MKM‫ډ‬MQ¦
XL¤GLXL‫ۏ‬GWEYL‫ړ‬Y'3:-(
B£iXS¤RXhųŤRKhi‫ڭ‬Y*1C+G‫ڍ‬RÔųŤRKÔ‫ڍ‬Y?
'LMXMYRK£RL*1'+Ó‫چ‬8Ó‫ڮ‬2,
2LųG¤K‫ڝ‬TRų‫ہ‬GZ‫ہ‬MG¤GGL‫گ‬W‫ڷ‬XÆRKXVų‫ۅ‬RK
2Kų‫ۃ‬MXMYH¼RKQYEL£RKXL‫ړ‬RXV‫ڳ‬RK
Z£XL‫ڕ‬XGL‫ڝ‬X
2Kų‫ۃ‬MXMYH¼RKQYEL£RKÔEORL
+M‫ډ‬MQ¦RL‫ە‬RKRL¥RX‫ڷ‬Q‫ہ‬MX¤GÔ‫ڿ‬RKÔ‫ڥ‬R
L£RLZMQYEL£RKXL‫ۃ‬M'3:-(
)QSXMSREPFIRI୐XW
*YRXMSREPFIRI୐XW
7SGMEPFIRI୐XW
4VMHIFIRI୐XW
0‫ۉ‬M°GLG‫ۍ‬E-R୓YIRGIV1EVOIXMRK
-R୓YIRGIV1EVOIXMRKG¶Ô¤RKXMRG‫]ړ‬#
8LųŤRKLM‫ڭ‬Y*1'+L£RLÔ‫ڿ‬RKG¼RK
-R୓YIRGIV1EVOIXMRK

M‫ک‬YÔ‫'ڹ‬LMXMYG‫ۍ‬ERKų‫ۃ‬MXMYH¼RK:M‫ڭ‬X2EQXVSRKRK£RL*1'+

X‫ڇ‬MXL£RLTL‫ڷ‬P‫ہ‬R
8LISF¤SG¤S8L‫ڱ‬XVų‫ۃ‬RK*1'+XY‫ڍ‬RXL¤RKߢ/ERXEV
'LMXMYL£RK*1'+Ó‫چ‬8Ó‫ڮ‬2,
1
'LMXMYL£RK*1'+Ô‫ڇ‬XÔ‫گ‬RLXVSRKOLS‫ډ‬RK
KM‫ە‬EZ£GY‫ڷ‬MXL¤RKZ£KM‫ډ‬QÔ¤RKO‫ک‬Z£S
Ô‫ڍ‬Y XL¤RK WEY OLM G¤G FM‫ڭ‬R TL¤T KM¦R
G¤GLRKLMQRK‫ڝ‬XG‫ۍ‬E'L‫گ‬XL‫ڱ‬Ôų‫ۉ‬G¤T
H‫ۋ‬RK8Y]RLMRGLMXMYÔ¦G¶WۗTL‫ۋ‬GL‫ڹ‬M
XV‫ۅ‬P‫ڇ‬MXVSRKXY‫ڍ‬RGY‫ڷ‬MXL¤RK
'LųE G¶ H‫ڋ‬Y LM‫ڭ‬Y H‫ۑ‬RK P‫ڇ‬M X°RL Ô‫ڥ‬R GY‫ڷ‬M
XL¤RKRÆQRE]
Ó¥]P£GŤL‫ڿ‬MÔ‫ک‬G¤GHSERLRKLM‫ڭ‬T*1'+
Ô‫ڍ‬YXųQ‫ڇ‬RLXE]GLSGLM‫ڥ‬RPų‫ۉ‬G1EVOIXMRK
RLųRK XL‫ړ‬X XL·RK QMRL XVų‫ہ‬G L£RL ZM
RKų‫ۃ‬MXMYH¼RKPY·RXLE]Ô‫ڻ‬MPMRLLS‫ڇ‬XXLIS
X¯RLL¯RLXLۗGX‫ڥ‬

M‫ک‬YÔ‫ڹ‬8‫ڷ‬GÔ‫ڿ‬XÆRKXVų‫ۅ‬RKG‫ۍ‬EX‫ۑ‬RKRK£RL*1'+

2LųG¤K‫ڝ‬TRų‫ہ‬GZ‫ہ‬MG¤GGL‫گ‬W‫ڷ‬XÆRKXVų‫ۅ‬RK
2
߱'L‫گ‬W‫ڷ‬XÆRKXVų‫ۅ‬RKG‫ۍ‬EG¤GPS‫ڇ‬MXLۗGTL‫ڏ‬Q
OL¤GKMEXÆRKXVSRKOLMG¤GW‫ډ‬RTL‫ڏ‬QGLÆQ
W¶GKMEÔ¯RLKM‫ډ‬QW¥Y
߱7‫ە‬EZ£G¤GGL‫ڥ‬TL‫ڏ‬QX‫ۑ‬W‫ە‬EZ‫ڑ‬RHY]XV¯
Q‫ۏ‬GXMYXL‫ۋ‬‫ڻ‬RÔ‫ڱ‬RLZ£G¶H‫ڋ‬YLM‫ڭ‬YXÆRK
Z£SXY‫ڍ‬RGY‫ڷ‬MXL¤RK
߱'LųEG¶H‫ڋ‬YLM‫ڭ‬YH‫ۑ‬RKP‫ڇ‬MX°RLÔ‫ڥ‬RGY‫ڷ‬M
XL¤RKRÆQRE]
Ó¥]P£XL‫ۃ‬MÔM‫ک‬QZ£RKG‫ۍ‬EG¤GXLųŤRKLM‫ڭ‬Y
*1'+OLMRKų‫ۃ‬MXMYH¼RKÔERKG¶RLYG‫ڍ‬Y
GES,¦]X¯QKM‫ډ‬MTL¤TXÆRKÔ‫ڿ‬XLY]‫ڥ‬XTL‫ۋ‬G
Z‫ہ‬MOL¤GLL£RKÔ‫ک‬F‫ڕ‬XXV‫ڳ‬RQ‫ڡ‬G¤P‫ہ‬RR£]

28(
G‫ڕ‬XKM‫ډ‬QGLMXMYOL·RK
G‫ڍ‬RXLM‫ڥ‬XG‫ۍ‬EQ¯RLRKE]G‫ډ‬Ô‫ڹ‬Z‫ڭ‬WMRLG¤RL¥R
XLM‫ڥ‬X]‫ڥ‬YGĬRKKM‫ډ‬QRL‫ڟ‬Ô‫ڇ‬MH‫ڱ‬GL'SZMHÔ¦
OLM‫ڥ‬R28(XLE]Ô‫ڻ‬ML£RLZMQYEW‫ڕ‬QXVSRK
X‫ۑ‬RKHERLQ‫ۋ‬GW‫ډ‬RTL‫ڏ‬Q
M‫ک‬YÔ‫ڹ‬2L‫ە‬RKXLE]Ô‫ڻ‬MXVSRKO‫ڥ‬LS‫ڇ‬GLGLMXMYL£RKXL¤RKG‫ۍ‬ERKų‫ۃ‬MXMYH¼RKZ‫ڧ‬
G¤GW‫ډ‬RTL‫ڏ‬QXM‫ڭ‬R°GLTL‫ۋ‬GZ‫ۋ‬GY‫ڿ‬GW‫ڷ‬RKHų‫ہ‬M‫ډ‬RLLų‫ۅ‬RKG‫ۍ‬E'SZMH
8LIS/L‫ډ‬SW¤XRKų‫ۃ‬MXMYH¼RK:M‫ڭ‬X2EQG‫ۍ‬E(IPSM୙I

2Kų‫ۃ‬MXMYH¼RKQYEL£RKXL‫ړ‬RXV‫ڳ‬RKZ£XL‫ڕ‬XGL‫ڝ‬X
3
2Kų‫ۃ‬MRKų‫ۃ‬MH¼RKKM‫ډ‬QGLMXMY
Ó¥]P£XL¤GLXL‫ۏ‬GG‫ۍ‬EG¤GXLųŤRKLM‫ڭ‬Y*1'+OLM
RKų‫ۃ‬MXMYH¼RKOL¶X°RLLŤROLMPۗEGL‫ڳ‬RW‫ډ‬R
TL‫ڏ‬Q '‫ڍ‬R G¶ TLųŤRK ¤R OLY]‫ڥ‬R OL°GL OL¤GL
L£RKXMRXų‫ۅ‬RKZ£H¼RKXL‫ۓ‬W‫ډ‬RTL‫ڏ‬QÔ‫ک‬XL½G
Ô‫]ڏ‬ L£RL ZM QYE W‫ڕ‬Q XMY XL‫ۋ‬ W‫ډ‬R TL‫ڏ‬Q G‫ۍ‬E
OL¤GLL£RK

M‫ک‬YÔ‫ڹ‬2Kų‫ۃ‬MXMYH¼RKÔERKQYEW‫ڕ‬Q‫ۅ‬Ô¥Y#

2Kų‫ۃ‬MXMYH¼RKQYEL£RKÔEORL
4
:‫ہ‬M Wۗ XÆRK XVų‫ۅ‬RK R£] LM‫ڭ‬R X‫ڇ‬M ORL ÔERK Ôų‫ۉ‬G
RKų‫ۃ‬MXMYH¼RKųEGLY‫ڿ‬RKRL‫ڋ‬XP£G¤GWMYXL‫ڱ‬QMRM
XM‫ڥ‬TWEYÔ¶P£G¤GWMYXL‫ڱ‬P‫ہ‬RZ£GY‫ڷ‬MG¼RKP£QYE
W‫ڕ‬QXVۗGXY]‫ڥ‬R
8Y]RLMROLMRKL‫ڱ‬Ô‫ڱ‬RLXL‫ڕ‬XGL‫ڝ‬XXL¯QYEW‫ڕ‬QXVۗG
XY]‫ڥ‬RÔMGL‫ۉ‬XVۗGXY]‫ڥ‬RP£WۗPۗEGL‫ڳ‬RL£RKÔ‫ڍ‬Y
8LųŤRKLM‫ڭ‬YG‫ڍ‬RGL½XV‫ڳ‬RKPۗEGL‫ڳ‬RORLXVY]‫ڧ‬R
XL·RK '‫ڍ‬R G¶ GLM‫ڥ‬R Pų‫ۉ‬G XM‫ڥ‬T G‫ړ‬R Ô½RK Q‫ۋ‬G
XMYPERX‫ڵ‬ERL‫ړ‬RHM‫ڭ‬RXLųŤRKLM‫ڭ‬Y8‫ڷ‬MųYXV‫ډ‬M
RKLM‫ڭ‬QQYEW‫ڕ‬QXL½GÔ‫]ڏ‬X‫ڍ‬RWY‫ڋ‬XQYEL£RK

2Kų‫ۃ‬MXMYH¼RKXV‫ڡ‬P£QXLISP‫ۃ‬MOLY]RX‫ۑ‬RL‫ە‬RK
RKų‫ۃ‬MW‫ۓ‬H‫ۋ‬RKXVų‫ہ‬GÔ¶
Nguſn: Digital marketing institute
2Kų‫ۃ‬MXMYH¼RKTL‫ۋ‬XLY‫ڿ‬GZ£SK‫ۉ‬MÀG‫ۍ‬E
RL‫ە‬RKRKų‫ۃ‬MÔ¦X‫ۑ‬RKW‫ۓ‬H‫ۋ‬RKW‫ډ‬RTL‫ڏ‬Q
+M‫ډ‬MQ¦RL‫ە‬RKRL¥RX‫ڷ‬Q‫ہ‬MX¤GÔ‫ڿ‬RKÔ‫ڥ‬R
L£RLZMQYEL£RKXL‫ۃ‬M'3:-(
5

5 5 5 5
Bi‫ک‬YÔ‫ڹ‬XL‫ک‬Li‫ڭ‬R]‫ڥ‬YX‫ڷ‬X¤GÔ‫ڿ‬RKQYEL£RKG‫ۍ‬ERKų‫ۃ‬iXiYH¼RK
2KY‫ڹ‬R(iKiXEPQEVOIXiRKiRWXiXYXI
PL‫ۋ‬R‫ە‬W‫ۓ‬H‫ۋ‬RKXVY]‫ڧ‬RXL·RK
x¦L‫ڿ‬iÔ‫ک‬XųZ‫ڋ‬RQYEL£RK
2Kų‫ۃ‬iXiYH¼RKXiRXų‫ۅ‬RKG¤G
Q‫ڇ‬RKx¦L‫ڿ‬iÔ‫ک‬ÔųEVEqY]‫ڥ‬X
Ô‫ڱ‬RLQYEL£RK
2Kų‫ۃ‬iXV‫ڡ‬XiRZ£SIRL‫ە‬RK
RKų‫ۃ‬iL‫ڳ‬XiRXų‫ۅ‬RKLŤRP£
RKų‫ۃ‬iR‫ڻ‬iXi‫ڥ‬RKXVY]‫ڧ‬RXL‫ڷ‬RK
86%
74%
70%
/L¤GLL£RKXMRZ£SXV‫ډ‬MRKLM‫ڭ‬QG‫ۍ‬ERKų‫ۃ‬MXMYH¼RK
LŤRP£UY‫ډ‬RKG¤SG‫ۍ‬EXLųŤRKLM‫ڭ‬Y
4%
2Kų‫ۃ‬iXiYH¼RKTL‫ۋ‬XLY‫ڿ‬G
Z£SK‫ۉ‬iÀG‫ۍ‬ERL‫ە‬RKRKų‫ۃ‬i
L‫ڳ‬XiRXų‫ۅ‬RK
2Kų‫ۃ‬MH¼RKXLų‫ۃ‬RKÔ‫ڳ‬GRL‫ړ‬R¬XG‫ۍ‬ERKų‫ۃ‬MQYEXVų‫ہ‬G
1‫ڿ‬XQ‫ڝ‬XL£RKÔų‫ۉ‬GÔ¤RLKM¤WESXL¯GL‫ڕ‬GL‫ڙ‬ROL·RKX‫ڷ‬X
RLųRL‫ە‬RKK¯UY‫ډ‬RKG¤SQ·X‫'ډ‬L‫ۏ‬RKX‫ڵ‬XV‫ډ‬MRKLM‫ڭ‬QX¤G
Ô‫ڿ‬RKV‫ڋ‬XP‫ہ‬RÔ‫ڥ‬RUY]‫ڥ‬XÔ‫ڱ‬RLQYEW‫ڕ‬QG‫ۍ‬ERKų‫ۃ‬MXMYH¼RK
'ŤL‫ڿ‬MUY‫ډ‬RKG¤SHų‫ہ‬ML¯RLXL‫ۏ‬GXV‫ډ‬MRKLM‫ڭ‬QOL¤GLL£RKP£
Q‫ڿ‬XPۗEGL‫ڳ‬RL‫ۉ‬TP°GLSHSERLRKLM‫ڭ‬T:¯XLISOL‫ډ‬SW¤X
GL‫ڋ‬XPų‫ۉ‬RKW‫ډ‬RTL‫ڏ‬QÔ¦Ôų‫ۉ‬GOM‫ک‬QGL‫ۏ‬RKRRRKų‫ۃ‬MH¼RK
W‫]ڣ‬RX¥QOLMQYEL£RK

ƒ-83„28,Ųţ2+,-‫ڬ‬9*1'+
'‫ڌ‬2ÓŲţ2+Ó‫ڌ‬9#
2Kų‫ۃ‬MXMYH¼RKXL‫ړ‬RXV‫ڳ‬RKZ£G¥RRL‫ڕ‬G
V‫ڋ‬XOìXVų‫ہ‬GOLMQYEL£RK0£QWESÔ‫ک‬
XL½GÔ‫]ڏ‬L£RLZMQYEW‫ڕ‬QX‫ڷ‬MųYXV‫ډ‬M
RKLM‫ڭ‬QQYEW‫ڕ‬QXMYXL‫ۋ‬W‫ډ‬RTL‫ڏ‬Q#
0£Q XL‫ڥ‬ R£S Ô‫ک‬ G¶ GLM‫ڥ‬R Pų‫ۉ‬G Q‫ۅ‬
V‫ڿ‬RKTL‫ڇ‬QZMXM‫ڥ‬TG‫ړ‬RPERX‫ڵ‬ERL‫ړ‬R
HM‫ڭ‬RXLųŤRKLM‫ڭ‬YV‫ڿ‬RKV¦M#
0£Q WES Ô‫ک‬ PۗE GL‫ڳ‬R RKų‫ۃ‬M XLEQ
OL‫ډ‬STL¼L‫ۉ‬TÔ‫ک‬XLY]‫ڥ‬XTL‫ۋ‬GRKų‫ۃ‬M
XMYH¼RK#
2LM‫ڧ‬Y Ô‫ڷ‬M XL‫ۍ‬ G‫ڇ‬RL XVERL G¼RK Q‫ڿ‬X
XL‫ۃ‬M ÔM‫ک‬Q K‫ڝ‬T OL¶ OLÆR Ô‫ک‬ XLY]‫ڥ‬X
TL‫ۋ‬GRKų‫ۃ‬MXMYH¼RKG¶PµRKXMRZ£S
W‫ډ‬RTL‫ڏ‬Q
2Kų‫ۃ‬MXMYH¼RKPۗEGL‫ڳ‬RÔEORLÔ‫ک‬
QYEW‫ڕ‬Q0£QXL‫ڥ‬R£SÔ‫ک‬X‫ڷ‬MųYRK¥R
W¤GLQ£Z‫ڑ‬RXM‫ڥ‬TG‫ړ‬RXLYL½XÔų‫ۉ‬G
OL¤GLL£RKQ‫ۋ‬GXMY#

KM½TXLųŤRKLM‫ڭ‬YXL¤SK‫ۇ‬
G¤GF£MXS¤RÔ‫ڝ‬XVE
4,‫ڌ‬2

G¶Ô¤RKXMRG‫]ړ‬#
SūȑƼġūĒġƟɔşćɔĒöɔūŁþūɔĒŹɔŜŁĈɔū÷ūĺɔĈūŁɔŁǆƍūĺɔĝħūɔƞƼǛħƳɔĝŐūŁɔũƼõɔ
ŁćūĺɔĒǅõɔūĺǆƌņɔŜŁöĒɔęŸɔūŁǋūĺɔǛħƼɔƳŽɔũćɔđĈūɔƳŁþūɔŁƆɔƧƍɔŁǋƼɔŁõǛɔ
ĝǆƋĒɔĒžūĺɔĝſūĺɔūŁőūɔūŁĀūɔūŁǆɔƞƼǛĩūɔşǈĒəɔŜņħūɔƳŁǇĒəɔ
ĝŐõɔǔŐəɔŁŸùĒɔũŽņɔƞƼõūɔŁĨɘɔ
SūȑƼġūĒġƟɔtõƟŜġƳņūĺɔşćɔũžƳɔŁőūŁɔƳŁǇĒɔƳņħƜɔƳŁŐɔđúūĺɔǔņĨĒɔƧǊɔęǃūĺɔ
ūĺǆƌņɔĈūŁɔŁǆƍūĺɔƳƟŸūĺɔǚĎɔŁžņɔĝĪɔƳƟƼǛĩūɔƳĈņɔƳŁżūĺɔĝņĨƜɔĒǅõɔęŸõūŁɔ
ūĺŁņĨƜɔĝħūɔǔƊņɔĝŽņɔƳǆƋūĺɔũǃĒɔƳņĦƼɘɔ¿ŁõǛɔǔőɔǔņĨĒɔƞƼĈūĺɔĒöŸɔƳƟǈĒɔƳņħƜɔ
ĝħūɔũžƳɔūŁŹũɔĝŽņɔƳǆƋūĺɔŜŁöĒŁɔŁćūĺəɔƧǊɔęǃūĺɔŁőūŁɔƳŁǇĒɔSūȑƼġūĒġƟɔ
tõƟŜġƳņūĺɔƧķɔƳƟƼǛĩūɔĒĈũɔŁǇūĺəɔşõūɔƳŸĈɔƳŁżūĺɔĝņĨƜɔƞƼõɔĒöĒɔŜĦūŁɔ
ũĆūĺɔǚĎɔŁžņɔĒǅõɔŁƆɘɔ

'LM‫ڥ‬RPų‫ۉ‬G
Ô‫*ک‬1'+Ô¶RÔ‫ڍ‬YGŤL‫ڿ‬M
KM‫ډ‬MQ¦XL¤GLXL‫ۏ‬G
L‫ړ‬Y'3:-(
4,‫ڌ‬2

8,Ųţ2+,-‫ڬ‬9*1'+Ó–2Ó‫ڌ‬9+-‫ڈ‬-1†
'œ2+-2*09)2')61%6/)8-2+
*928-32%0)2)*-87
IRJPYIRGIVWXV‫ډ‬iRKLi‫ڭ‬QHۗEXVR
G¤G X°RL RÆRK W‫ډ‬R TL‫ڏ‬Q ‫ێ‬RK
H‫ۋ‬RKW‫ډ‬RTL‫ڏ‬QXLۗGX‫ڥ‬XÆRKÔ‫ڿ‬
XiRG‫]ړ‬Z‫ڧ‬XLųŤRKLi‫ڭ‬Y
)138-32%0)2)*-87
IRJPYIRGIVW QERK P‫ڇ‬i GLS OL¤GL
L£RK G‫ډ‬Q x½G X°GL GۗG OLi QYE
Z£W‫ۓ‬H‫ۋ‬RKXLųŤRKLi‫ڭ‬YTi‫ڥ‬TG‫ړ‬R
Ô½RKOL¤GLL£RKXi‫ڧ‬QRÆRK
73'-%0)2)*-87
IRJPYIRGIVWPERX‫ڵ‬EXL·RKÔi‫ڭ‬T
G‫ۍ‬EXųŤRKLi‫ڭ‬YXL½GÔ‫]ڏ‬L£RL
Ô‫ڿ‬RKQYEL£RKG‫ۍ‬EG‫ڿ‬RKÔ‫ڹ‬RK
RKų‫ۃ‬iL¥QQ‫ڿ‬XVSRKG¤GKVSYT
46-())2)*-87
IRJPYIRGIVWX‫ڇ‬SW‫ۏ‬GPERX‫ڵ‬EV‫ڿ‬RK
V¦iOLŤiH‫]ړ‬Ri‫ڧ‬QXۗL£SZ£X‫ڇ‬S
‫ډ‬RLLų‫ۅ‬RKP‫ہ‬RÔ‫ڥ‬RÔ‫ڿ‬RL‫ړ‬RHi‫ڭ‬R
XLųŤRKLi‫ڭ‬YHSERLRKLi‫ڭ‬T

G
SūȑƼġūĒġƟɔūŁĀūɔũžƳɔƳùūĺɔƜŁĂũɘɔSūȑƼġūĒġƟɔƟġǔņġǕəɔƧöūĺɔƳĆŸ
ũņūņĺõũġɔƳǆƉūĺɔƳöĒɔƳƟĦūɔŜĦūŁɔĒǅõɔŁƆɔĝĪɔƧǊɔęǃūĺɔĒŁŸ
ũǃĒɔĝňĒŁɔƞƼĈūĺɔĒöŸɘɔ
%GXMSRW3J'EQTEMKR
8M‫ڥ‬TG‫ړ‬RX‫ڭ‬TOL¤GLL£RKQ‫ہ‬MX‫ۑ‬Q‫ڿ‬XPų‫ۉ‬RKP‫ہ‬RJSPPS[IVW
G‫ۍ‬E-R୓YIRGIV
/L¤GLL£RK]YXL°GLZ‫ہ‬MW‫ډ‬RTL‫ڏ‬QL¤SL‫ۏ‬GG¶Ô‫ڿ‬RKPۗG
QYEL£RK
8LYL½XÔų‫ۉ‬GRL¶QOL¤GLL£RKXM‫ڧ‬QRÆRKGL‫ۃ‬Ô‫ۉ‬MÔų‫ۉ‬G
X‫ڝ‬RKW‫ډ‬RTL‫ڏ‬QLS‫ڝ‬GQY‫ڷ‬RW‫ۅ‬L‫ە‬YRKE]Ô‫ک‬W‫ۓ‬H‫ۋ‬RK
:EPYIWOJCEQTEiKR
)138-32%0
)2)*-87

+-:)%;%=7%14-2+923-2+
8]TIW3J'EQTEMKR
'LERRIPW
IRJPYIRGIV
'EXIKSViIW
1A'RO
/1
1I'RO
//
2A2O
5/

4L¤XXVM‫ک‬RÀXų‫ۅ‬RKR‫ڿ‬MHYRK¥]HۗRK
XL‫ک‬P‫ڭ‬QMRMKEQI
,¯RL‫ډ‬RL-R୓YIRGIVWG¼RKW‫ډ‬RTL‫ڏ‬Q
,EWLXEKGLM‫ڥ‬RH‫ڱ‬GLXRXLųŤRKLM‫ڭ‬Y
/RLXVM‫ک‬ROLEMLM‫ڭ‬YUY‫ډ‬
+-:)%;%=
7%14-2+

8‫ڇ‬SX¯RLLY‫ڷ‬RK9RFSMRKXL½Z‫ڱ‬
0RO‫ڱ‬GLF‫ډ‬R-R୓YIRGIVWUYE]ZMHIS
XųŤRKX¤GG¼RKW‫ډ‬RTL‫ڏ‬Q
923-2+

6%2()('328)28463(9'840%')1)28
8,)1),%7,8%+
8]TIW3J'EQTEMKR
-R୓YIRGIVXV‫ډ‬MRKLM‫ڭ‬QXLۗGX‫ڥ‬W‫ډ‬RTL‫ڏ‬Q‫ێ‬RKH‫ۋ‬RKRK‫ڑ‬YRLMR
W‫ډ‬RTL‫ڏ‬QZ£SLS£RG‫ډ‬RLW‫ڷ‬RK7¤RKX‫ڇ‬SG¤GLW‫ۓ‬H‫ۋ‬RKW‫ډ‬RTL‫ڏ‬Q
HۗEXVRG¤GX°RLRÆRKR‫ڻ‬MF‫ړ‬XG‫ۍ‬ER¶
%GXMSRW3J'EQTEMKR
*928-32%0
)2)*-87
'LERRIPW
:EPYIW3J'EQTEMKR
8‫ڇ‬SL¯RL‫ډ‬RLX°GLGۗGGLSXLųŤRKLM‫ڭ‬Y7‫ډ‬RTL‫ڏ‬QÔų‫ۉ‬GW‫ۓ‬H‫ۋ‬RK
Z£RL‫ڕ‬GÔ‫ڥ‬RXۗRLMRQ£OL·RKGL½XV‫ڳ‬RKÔ‫ڥ‬RZM‫ڭ‬GUY‫ډ‬RKG¤S
V¸V£RK
/L¤GLL£RKK‫ڕ‬RO‫ڥ‬XZ‫ہ‬MXLųŤRKLM‫ڭ‬Y
/L¤GLL£RKG¶XL‫ک‬H‫ګ‬RL‫ړ‬RHM‫ڭ‬RXLųŤRKLM‫ڭ‬YLŤRZ£G¶Ô‫ڿ‬ZMVEP
X‫ڷ‬XLŤRV‫ڋ‬XRLM‫ڧ‬YWSZ‫ہ‬MG¤GUY‫ډ‬RKG¤SXL·RKXLų‫ۃ‬RK
-RJPYIRGIV
CEXIKSViIW
1)+%
11+
1%C6O
100K11
1-C6O
10K100K
FUNCTIONAL

0RR‫ڿ‬MHYRKXLYL½XRKų‫ۃ‬MÔ‫ڳ‬GUYERX¥QÔ‫ڥ‬R
XLųŤRKLM‫ڭ‬YXL·RKUYEG¥YGL‫ە‬W¤RKX‫ڇ‬SÔ‫ک‬
OL¬SP¬SXVY]‫ڧ‬RX‫ډ‬MXL·RKÔM‫ڭ‬TG‫ۍ‬ERL¦RL£RK
0RÀXų‫ۅ‬RKZ‫ڧ‬L¯RL‫ډ‬RLZMHISÔ‫ک‬-R୓YIRGIVW
XųŤRKX¤GG¼RKW‫ډ‬RTL‫ڏ‬Q
6%2()('328)28
8,)1),%7,8%+

Ó‫ڝ‬XW‫ډ‬RTL‫ڏ‬QOL¬SP¬SXVSRKF‫ڷ‬MG‫ډ‬RLTL¼L‫ۉ‬T
0RÀXų‫ۅ‬RKZ‫ڧ‬L¯RL‫ډ‬RLZMHISÔ‫ک‬-R୓YIRGIVW
XųŤRKX¤GG¼RKW‫ډ‬RTL‫ڏ‬QXVSRKTLMQGLųŤRKXV¯RL
XVY]‫ڧ‬RL¯RLZMHISG¤RL¥RVEHMSLS‫ڝ‬GPMZIWLS[
4L¤XW¶RKX‫ڇ‬MG¤GG‫ۋ‬QV‫ڇ‬TZMHISXVۗGXY]‫ڥ‬R
463(9'8
40%')1)28

+63947,344-2++639463=%08=
73'-%0+63949=-2+
8]TIW3J'EQTEMKR
5Y‫ډ‬RKF¤XVSRKRL¶QG‫ڿ‬RKÔ‫ڹ‬RKG‫ۍ‬E-R୓YIRGIV2L¶QOL¤GLL£RK
XM‫ڥ‬TRL‫ړ‬RXL·RKÔM‫ڭ‬TXL·RKXMRX‫ۑ‬-R୓YIRGIV/,G¶XL‫ک‬RL‫ړ‬RÔų‫ۉ‬G
KM¤KM‫ډ‬QÔ‫ڿ‬GUY]‫ڧ‬RX‫ۑ‬-R୓YIRGIVLS‫ڝ‬GG¤GGLųŤRKXV¯RLOL¤G
%GXMSRW3J'EQTEMKR
73'-%0
)2)*-87

ChERRIPW
:EPYIW3J'EQTEMKR
0ERX‫ڵ‬EW‫ډ‬RTL‫ڏ‬QXL½GÔ‫]ڏ‬HSERLXLY
8M‫ڥ‬XOM‫ڭ‬QGLMTL°X‫ڷ‬MųYLM‫ڭ‬YUY‫ډ‬1EVOIXMRK
8‫گ‬P‫ڭ‬¤GÔ‫ڱ‬RLÔų‫ۉ‬GOL¤GLL£RK߫XVۗGXM‫ڥ‬T߬OL¤GES
¥]HۗRKR‫ڧ‬RX‫ډ‬RKG‫ۍ‬EWۗXMRXų‫ۅ‬RKZ‫ہ‬MXLųŤRKLM‫ڭ‬Y
73'-%0)2)*-87
-RJPYIRGIV
CEXIKSViIW
1%C6O
100K11
1-C6O
10K100K
N%NO
50010K

6%2(%1%77%(36'76
73'-%01)(-%8%/)3:)6
8]TIW3J'EQTEMKR
-R୓YIRGIVWÔų‫ۉ‬GGL‫ڳ‬RW‫ڣ‬XLE]Q‫ڝ‬XHSERLRKLM‫ڭ‬TRL¦RL£RK
TL¤XRK·RGLMEW‫ڡ‬RL‫ە‬RKXL·RKÔM‫ڭ‬TX°GLGۗGQ£RL¦RL£RK
QSRKQY‫ڷ‬RK‫ۓ‬MK‫ڕ‬QÔ‫ڥ‬RRKų‫ۃ‬MXMYH¼RK'¶W‫ۏ‬GPERV‫ڿ‬RKOLŤMH‫]ړ‬
RM‫ڧ‬QXۗL£SZ£‫ډ‬RLLų‫ۅ‬RKV‫ڋ‬XP‫ہ‬RÔ‫ڥ‬RÔ‫ڿ‬RL‫ړ‬RHM‫ڭ‬RXLųŤRKLM‫ڭ‬Y
HSERLRKLM‫ڭ‬T
%GXMSRW3J'EQTEMKR
46-())2)*-87
ChERRIPW
:EPYIW3J'EQTEMKR
9]X°RG¶W‫ۏ‬GPERV‫ڿ‬RKZ£‫ډ‬RLLų‫ۅ‬RKV‫ڋ‬XP‫ہ‬RÔ‫ڥ‬RÔ‫ڿ‬RL‫ړ‬RHM‫ڭ‬RXLųŤRKLM‫ڭ‬Y
1‫ۅ‬V‫ڿ‬RKQ‫ڇ‬RKPų‫ہ‬MXLM‫ڥ‬XP‫ړ‬TQ‫ڷ‬MUYERL‫ڭ‬X¯RLG‫ډ‬QZ‫ہ‬MOL¤GLL£RK
XM‫ڧ‬QRÆRK
+M½THSERLRKLM‫ڭ‬TF‫ډ‬SZ‫ڭ‬HERLXM‫ڥ‬RKZ£KMEXÆRKP‫ۉ‬MXL‫ڥ‬G‫ڇ‬RLXVERL
GLSHSERLRKLM‫ڭ‬T
-RJPYIRGIV
CEXIKSViIW
1)+%
11+
1%C6O
100K11

0ۗEGL‫ڳ‬RZ£Ô¤RLKM¤Ó‫ڇ‬MW‫ۏ‬XLųŤRKLM‫ڭ‬YVERH%QFEWWEHSV
OL·RKGL‫گ‬P£RKų‫ۃ‬MG¶RKS‫ڇ‬ML¯RLG¶WۗR‫ڻ‬MXM‫ڥ‬RKQ£RKų‫ۃ‬M
Ôų‫ۉ‬GPۗEGL‫ڳ‬RP£QÔ‫ڇ‬MW‫ۏ‬XLųŤRKLM‫ڭ‬YGµRRRG¶RL‫ە‬RKÔM‫ک‬Q
XL°GLL‫ۉ‬TZ‫ہ‬MW‫ډ‬RTL‫ڏ‬QH‫ڱ‬GLZ‫ۋ‬Q£HSERLRKLM‫ڭ‬TÔERK
QSRKQY‫ڷ‬RXVY]‫ڧ‬RF¤
4L¤XXVM‫ک‬RÀXų‫ۅ‬RKR‫ڿ‬MHYRKGLM‫ڥ‬RPų‫ۉ‬GO‫ڥ‬XL‫ۉ‬TG¼RKÔ‫ڇ‬MW‫ۏ‬
XLųŤRKLM‫ڭ‬YGLMEW‫ڡ‬RL‫ە‬RKXL·RKÔM‫ڭ‬TX°GLGۗGQ£RL¦RL£RK
QSRKQY‫ڷ‬RK‫ۓ‬MK‫ڕ‬QÔ‫ڥ‬RRKų‫ۃ‬MXMYH¼RK
0ۗEGL‫ڳ‬RG¤GORLXVY]‫ڧ‬RXL·RKÔ‫ک‬XVY]‫ڧ‬RX‫ډ‬M
XL·RKÔM‫ڭ‬TXLųŤRKLM‫ڭ‬Y
6%2(
%1%77%(36

Giải mã bài toán thương hiệu cho ngành FMCG thời kỳ bình thường mới 2022

Recommended

Recommended

More Related Content

Featured

Featured (20)

Giải mã bài toán thương hiệu cho ngành FMCG thời kỳ bình thường mới 2022