marketing management from ch6

មេ�មេ��នទី�០៦

យុ�ទី�សាស្�តម៉ា� ឃី�តធី�ង

By: Eng Leaphea, MBA

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សេ�ចក្តី��ណែ�នាំ Generic strategies ប្�ជាប្ឋ�ក្នុ��ងឆ្នាំ� �

១៩៨០ មេ �យុមេ!ន"យុ�ប្��ក្នុដល់%ប្ច្ចុ'�ប្(ន�។

មេ!ក្នុ�ណត%យុក្នុជ��ស្ជាយុ�ទី�សាស្�តប្�យ៉ា� ង�ក្នុប្�មេដ��(�

អអអអអអអអអ អអអអអអអអអអអស្��ច្ចុអត.ប្�មេយ៉ាជន/ប្�ប្មេធី�ប្

competitive advantage ។


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សេ�ចក្តី��ណែ�នាំ

ប្�ភពនៃ�competitive advantage -

are :

អអអផល់"តផល់ត�វផល់"តម៉ានល់ក្នុ2ណ3ផ�ងៗគ្នា� ឬក្នុ/

ផល់"តក្នុ��ងត��មេដ��ទាប្ប្�ផ�ត។

ទំហ៊ំ� ទំ�ផ្សា�រប្�គួ�តប្�ណែ�ង៖មេត�ក្នុ�� 8�នមេ9: តមេល់�ទី�ផ;� ធី�ទី<លាយុ ឬ ចណែ�ក្តីទំ�ផ្សា�រណាមួ�យ ?


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The generic strategies រ �មួមា�៖

1.Cost leadership,

2.Differentiation, and

3.Focus.By: Eng Leaphea, MBA

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1.Cost leadership, • The low cost leader in any market

gains competitive advantage from being able to many to produce at the lowest cost.

• Factories are built and maintained, labor is recruited and trained to deliver the lowest possible costs of production.

• 'cost advantage' is the focus. Costs are shaved off every element of the value chain.


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2. Differentiation

• Differentiated goods and services satisfy the needs of customers through a sustainable competitive advantage.

• This allows companies to desensitize prices and focus on value that generates a comparatively higher price and a better margin.

• The benefits of differentiation require producers to segment markets in order to target goods and services at specific segments, generating a higher than average price. For example, British Airways differentiates its service.


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3. Focus or Niche strategy.• The focus strategy is also known as a 'niche' strategy.

• Where an organization can afford neither a wide scope cost leadership nor a wide scope differentiation strategy, a niche strategy could be more suitable.

• Here an organization focuses effort and resources on a narrow, defined segment of a market. Competitive advantage is generated specifically for the niche.

• A niche strategy is often used by smaller firms. A company could use either a cost focus or a differentiation focus.


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Example: Generic Strategies - Michael Porter (1980)• McDonalds (Global Brand).

• Chick King (lesser known chicken restaurant).

• KFC (global brand).

• Burger King (global brand).

• Woodies Restaurant Chichester, UK (small but popular restaurant).

• Denny's or Little Chef (national chain of identicle restaurants.

• MGM Hotel Restaurant, Las Vegas (huge brand, single mega hotel).

• Subway (growing 'sub' sandwich brand).

• A deli in New York (small but popular deli).

• A hot dog stand in a New York street (cheap but low quality).


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10

Ansoff's Matrix - Planning for Growth


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• Market Penetration: – Here we market our existing products

to our existing customers. – This means increasing our revenue by,

for example, promoting the product, repositioning the brand, and so on.

– However, the product is not altered and we do not seek any new customers.


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• Market Development:– Here we market our existing product

range in a new market. – This means that the product remains the

same, but it is marketed to a new audience.

– Exporting the product, or marketing it in a new region, are examples of market development.


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• Product Development:– This is a new product to be marketed to our

existing customers. – Here we develop and innovate new product

offerings to replace existing ones. – Such products are then marketed to our

existing customers. – This often happens with the auto markets

where existing models are updated or replaced and then marketed to existing customers.



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• Diversification– This is where we market completely new products to

new customers. – There are two types of diversification, namely related

and unrelated diversification. – Related diversification means that we remain in a

market or industry with which we are familiar. – For example, a soup manufacturer diversifies into cake

manufacture (i.e. the food industry). – Unrelated diversification is where we have no previous

industry nor market experience. For example a soup manufacturer invests in the rail business.


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យុ�ទី�សាស្�តកាត%ច្ចុ�ណែណក្នុទី�ផ;�

• មេដ��(�ផល់"តផល់"តផល់�@យុឲត្រូតCវមេDនEងតត្រូ�Cវកា�

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– ទំ�មួ�យ៖ កាត#ចណែ�ក្តីទំ�ផ្សា�រ

– ទំ�ព�រ៖ គួ�ត#សេ$លសេ&

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យុ�ទី�សាស្�តកាត%ច្ចុ�ណែណក្នុទី�ផ;�• ការកាត#ចណែ�ក្តីទំ�ផ្សា�រ!Jជាកា�ក្នុ�ណត%ន<វច្ចុ�ណែណក្នុ

អ�ក្នុទី"ញណា�@យុក្នុ��ងទី�ផ;�ណែដល់ពួ@ក្នុមេ!ម៉ានត��វកា� អអអអ អអអអអអអអអអអអអអអអអអប្�ហាក្នុ%ប្�ណែ ល់គ្នា� ន"ងស្��ងន<វឥ� Pយ៉ាប្ទីទី"ញ

ផល់"តផល់ប្�ហាក្នុ%ប្�ណែ ល់គ្នា� ។• ពួ"ភពួមេលាក្នុម៉ានអ�ក្នុទី"ញរាប្%លានអ�ក្នុ ណែដល់ពួ@!មេ!ម៉ាន

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អអអអអអអអអអអអអ អអអអអអអអ�ក្នុទី"ញ មេDនEងត��វកា�ន"ងឥ� Pយ៉ាប្ទីទី"ញ�ប្ស្%មេ!ឲ ម៉ានល់ក្នុ2ណ3ប្�ហាក្នុ%ប្�ណែ ល់គ្នា� ។

.


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• អាច្ចុកាត%ច្ចុ�ណែណក្នុមេល់��!�ប្%

ប្��ប្��ល់ទា�ងអស្%។

• កា�កាត%ច្ចុ�ណែណក្នុណែតងណែត

ប្ង្ហាZ ញជាមេល់ខ្លួ ក្នុ��ងក្នុ� [�ក្នុ

9យុ។

• Is the segment viable? • Can we make a profit

from it?• Is the segment

accessible? How easy is it for us to get into the segment?

• Is the segment measurable? Can we obtain realistic data to consider its potential?



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• ម៉ាន�មេធី\បាយុជាមេត្រូច្ចុ�នណែដល់មេយុ�ងត្រូតCវមេត្រូប្�មេពួល់កាត%ច្ចុ�ណែណក្នុទី�ផ;�។

• ជាក្នុ%ណែស្:ងច្ចុ�មេ^3ទី�ផ;��ថយុន:!J៖ អាយុ�អ�ក្នុមេប្�ក្នុប្�, ទី� 8�ម៉ា� ស្��ន, ត្រូប្មេភទី��<ត, ថ្លៃថUមេដ��។

• ប្��ណែន: ជាទី<មេDមេ!មេធី[�មេa�ងដ<ច្ចុតមេD៖ – តាមួរយ.ភ/មួ,សាស្ត្រ��៖ – តាមួរយ.ច,ត�សាស្ត្រ��៖ ការរ�#សេ2 �,ង�សេ�3 – តាមួរយ.វប្5ធមួ7 �,ង�ង8មួ៖ វ�9.ក្តី:'ង�ង8មួ – ស្ត្រប្ជាសាស្ត្រ��៖ អាយ', សេភទំ, �,ងសេផ្សា=ងៗសេទំ?ត



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• ក្នុ�� 8�ននEងវាយុត��ច្ចុ�ណែណក្នុន��@យុៗផ�ក្នុមេល់�ភាពួមេជា!ជdយុ

អាជ�វក្នុ�eណែដល់ម៉ានស្កា: ន�ពួល់។

• ឪកា�ស្ត្រតAវពBងណែផ្សាCក្តីសេល�៖

– កា�មេក្នុ�នមេa�ងជាស្កា: ន�ពួល់ថ្លៃនច្ចុ�ណែណក្នុ�@យុៗណែដល់ម៉ានកា�ត្រូប្!@ត

ត្រូប្ណែជងខ្លាំU �ង ។

– មេត�ច្ចុ�ណែណក្នុមេg3វាស្�មេDនEងទី"ស្មេV�ប្ស្%ត្រូក្នុ H� 8�ន ន"ងទីស្Fន3

វ Pស្dយុត្រូក្នុ H� 8�ន។



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ឧទាហ៊ំរ�7 ៖ ការកាត#ចណែ�ក្តី�មួ�ប្#ដូ/រត��


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• ជាជ�ហា8 នទី�២ថ្លៃនកា�កាត#ចណែ�ក្តីទំ�ផ្សា�រ៖

• អ�ក្នុទី�ផ;�ត្រូតCវមេត្រូជ�ស្មេ� iស្ច្ចុ�ណែណក្នុណា�@យុ�ក្នុស្"ក្នុ; មេ �យុ

ត្រូប្�<ល់ផ:��ធ�ធា� ន"ងការខិ,តខិមេដ��(�មេ9: តមេល់�ច្ចុ�ណែណក្នុមេg3។

កា�ក្នុ�ណត%មេគ្នាល់មេVទី�ផ;�


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• ទី��@យុ!Jច្ចុ�ណែណក្នុទី�ផ;�ណែត�@យុ!ត%ត្រូស្ប្ជា�@យុផល់"តផល់

ណែត�@យុ��ខ្លួ!ត%។

• អ�ក្នុទី�ផ;�ម៉ានមេគ្នាល់មេVល់ក្នុ%ផល់"តផល់�@យុ��ខ្លួ ណែដល់ប្�មេពួញ

តត្រូ�Cវកា�ដល់%ទី�ផ;�ណែត�@យុច្ចុ�ណែណក្នុ។

• British Airway's Concorde is a high value

product aimed specifically at business people

and tourists willing to pay more for speed.

កា�ក្នុ�ណត%មេគ្នាល់មេVទី�ផ;�


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• ត្រូតCវច្ចុងចាំ�៖ កា�ក្នុ�ណត%ជ� 8ផល់"តផល់!Jន"យ៉ាយុអ�ពួ� កា� k

យល#សេI�ញរប្�#អត,ថិ,�� ។

• មួ�'�=មា: ក្តី#មា�ការយល#ខិ'�ៗ$: ដូ/ចសេ�. ការក្តី�ត#�ហ៊ំ�

ផ្សាល,តផ្សាលក្តី7មា�លក្តីN�.ខិ'�ៗ$: ណែដូរ ព�សេស្ត្រO.អត,ថិ,��ខិP.

សេគួឲតនៃមួPសេល� គួ'�ភាព ឬក្តីTថិវUការ។

កា�ក្នុ�ណត%មេគ្នាល់ជ� 8ផល់"តផល់


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26

มิ�ชลิ�น

ขนาดใหญ่� (สมิรรถนะส�ง)

ขนาดเลิ�ก (สมิรรถนะทั่��วไป)

ข�บข��แบบสมิรรถนะส�ง

PrimacyPilot

Energy

ข�บข��แบบทั่��วไป , น �มิเง�ยบ


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ยางรถยนต์#น��ง Passenger Car tire

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ลิ�กษณะของรถยนต์#


ขนาดเลิ�ก (สมิรรถนะทั่��วไป) 29

ลิ�กษณะการใช'งาน

ข�บข��แบบสมิรรถนะส�ง ข�บข��แบบทั่��วไป , น �มิเง�ยบ

30



ข�บข��แบบสมิรรถนะส�ง ข�บข��แบบทั่��วไป , น �มิเง�ยบ

31





PrimacyPilot

Energy


32



ข�บข��แบบสมิรรถนะส�ง Pilot Preceda

PP2เหนื�อชั้��นืกว่�าด้�ว่ยยางสมรรถนืะส�ง

Pilot Sport PS2ค้�นืพบส�ด้ยอด้สมรรถนืะในืการขั�บขั��

สไตล์"สปอร"ต

Pilot Sport Cupเปล์��ยนืทุ�กถนืนืเป%นืสนืามแขั�ง

33




Primacy HPยางสมิรรถนะส�งส(าหร�บรถยนต์#น��งไฮเอนทั่��ได'ร�บการยอมิร�บจากผู้�'ผู้ลิ�ต์รถยนต์#ช�,นน(าจากย โรป พร'อมิอาย การใช'งานทั่��ยาวนานข/,นถ/ง 25%

มาตรฐานืใหม� ยางสมรรถนืะส�งนื��มสบาย เหนื�อระด้�บ แล์ะ ประหย�ด้นื)�าม�นื

Primacy LC

34




Energy MXV8

ส ดยอดความิน �มิเง�ยบ...ผู้สานค ณสมิบ�ต์�ในการประหย�ดน(,ามิ�น

ส(าหร�บรถยนต์#น��งขนาดกลิางแลิะขนาดใหญ่�

Energy XM1ส ดยอดความิค 'มิค�า...ด'วยระยะทั่างทั่��ไกลิกว�าผู้สานค ณสมิบ�ต์�

ในการประหย�ดน(,ามิ�นส(าหร�บรถยนต์#น��งขนาดกลิางแลิะขนาด

เลิ�ก

35



บ�เอฟก�2ดร�ช

g-Force

ข�บข��แบบสมิรรถนะส�งSport T/A


36



g-Force T/A Drag Radialจ้�าว่แห�งสนืาม

Drag

g-Force T/A KDWด้�ด้�นื...พร�อมล์�ยทุ�ก

สภาพถนืนื ทุ��งแห�งแล์ะเป,ยก

g-Force Profilerค้ว่ามโฉบเฉ��ยว่ทุ��ต�ค้��มาก�บ

สมรรถนืะ

g-Force Sportกระชั้ากได้�สะใจ้ เหม�อนื

ขั�บในืสนืามแขั�ง 37




Sport T/A

สน กสนานเร'าใจในการข�บข�� พร'อมิด'วยความิค 'มิค�าส�งส ด

38

SUV Range

39

Com

pact

Pre

stig

e/L

uxury

40

Off-road On-road41

Compact

Prestige/LuxuryO

ff-r

oad

On-r

oad

Latitude Cross

Latitude Sport

Latitude Tour HPLatitude Tour

42

Michelin SUV Range

Latitude Sportปลิดปลิ�อยข�ดส ดแห�งความิเป3น SUV สปอร#ต์ ในแบบของค ณ

Latitude Tour HPยาง SUV มิ�ระด�บ น �มิเง�ยบ ด จยางเก4ง

Latitude Crossยาง SUV เอนกประสงค# ให'ส ดยอดสมิรรถนะออฟโรด แต์�ข�บสบายแบบยางไฮเวย# พร'อมิอาย การใช'งานทั่��ยาวนาน

43

Compact

Prestige/LuxuryO

ff-r

oad

On-r

oad

All Terrain T/A KOMud Terrain KM Long Trail T/A Tour

44

BFGoodrich SUV Range

Mud-Terrain T/A KMไมิ�มิ�หนทั่างใดจะหย ดย�,งจ'าวแห�งความิทั่รหด ทั่��ทั่� �วโลิกยกน�,วให'!

All-Terrain T/A KOต์(านานทั่��ถ�กจาร/กไว' ส ดยอดยาง All Terrain ต์�วจร�ง

Long Trail T/A Tourความิสน ก จะไมิ�หย ดอย��แค� บนทั่างหลิวง

45

Compact

Prestige/LuxuryO

ff-r

oad

On-r

oad

Mud Terrain KMAll Terrain T/A KO

Long Trail T/A Tour

Latitude Sport

Latitude Cross

Latitude Tour HPLatitude Tour

46

LT Range

47

Sm

all

Big

48

UtilityHeavy Load

AgilisXCD

Small 49

Michelin LT Range

Agilisย5ดระยะทั่างแลิะความิค 'มิค�า ... พร'อมิความิน �มิสบายแบบมิ�ชลิ�น

XCDทั่นหน�ก ทั่นนาน

50

End

51

មេ�មេ��នទី�០៧

យុ�ទី�សាស្�តផល់"តផល់


Aecm

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កា��mល់Eក្នុន<វម៉ា� ឃី�តធី�ង

1. ��ងរក្តីតមួ�វការមេ �យុប្សេពញតមួ�វការ ទា�ងមេg3

2. តមួ�វការ= កា� កាត#ចណែ�ក្តី ន"ងទំ�ផ្សា�រសេ$លសេ&

3. ការកាត#ចណែ�ក្តី ន"ងទំ�ផ្សា�រសេ$លសេ& =

ប្�ជាសា��ត, ��វភាពរ�#សេ2

4. យ'ទំVសា��តទំ�ផ្សា�រ !J៖ មេ9: តមេល់�ទី�ផ;�មេគ្នាល់មេV


53

ឧទារហ៊ំ�7

• �ន�ស្Fមេត្រូប្�ត្រូបាស្%ឡា� ដ<មេច្ចុ�3 តត្រូ�Cកា� �ប្ស្%មេ!!Jក្នុង%ឡានណែដល់ណែតងណែតស្Eក្នុក្នុ��ង�យុ3មេពួល់២៤ណែខ្លួ�:ង។

• ដ<មេច្ចុ�3 ត្រូតCវg�ច្ចុ<ល់ក្នុង%ឡាន�ក្នុប្�មេពួញ តត្រូ�Cវកា��ប្ស្%អត"ថ"ជន។

អត"ថ"ជនមេគ្នាល់មេV ន"ង�មេធី\បាយុផFពួ[ផ;យុប្នSប្%ដាក្នុ%តាំ�ងផល់"តផល់

9S �ងបា� ណ< ផFពួ[ផ;យុ

អ�ក្នុល់ក្នុ%9S ល់%

ស្"កា2 សាលាអ�ក្នុណែច្ចុក្នុចាំយុ

ស្rត%តាំ�ទី<�ទីស្Fនs

• ឃ្លាំU �ងស្:�ក្នុទី�ន"ញ ន"ងកា�ដEក្នុជញ្ជូv<នទី�ន"ញជ<ន អត"ថ"ជន

ប្�មេពួញតត្រូ�C វកា�អត"ថ"ជន �@យុច្ចុ�ណែណក្នុ

តថ្លៃ�U ១ $២៥០

ន"ងផ:ល់%មេស្វាណែថទា�

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!Jជាអ[�ណែដល់អាច្ចុផ:ល់%ឲមេDក្នុ��ងទី�ផ;�មេដ��(�មេធី[�ឲម៉ានចណាប្#អារមួX�T , �មួ�ងការទំ,ញ, និនិនិប្�ប្��#�,ងប្សេពញច�ង#ច,ត� ឬមេស្ច្ចុក្នុ:�ត�វកា��ប្ស្%អត"ថ"ជន។ផ្សាល,តផ្សាល អាច្ចុ៖ � <ប្� ន"ងអ� <ប្��@យុច្ចុ�ណែណក្នុ។


57

អ[�ណែដល់មេxថា មេស្វាក្នុ�e?


58

គួYជាទំមួ�ងនៃ�ផ្សាល,តផ្សាលណែដូលមា��ក្តីមួXភាព, ប្�សេZ��T,

ឬការប្សេពញច,ត�ណែដូលផ្សា�ល#�មួ�ប្#ការលក្តី#ណែដូលជាទំ/សេ[វា

មា�លក្តីN�.ជាអរ /ប្� សេហ៊ំ�យព'អាចទំទំ�លបា�ក្តីមួX�,ទំV,ភាព

សេ �̂យ។

The Product – Service Continuum

59

PurePureServiceService

TangibleGood/

Services

MajorService

w/GoodsHybrid

PurePureTangibleTangible

GoodGood

e.g. Autow/repair svcs

e.g. Airlineflight w/snacks

e.g. Restaurant

e.g. Doctor’sExam

60

ភាពអរ /ប្� ភាពអរ /ប្�

ភាពមួ,�អាដាច#ព�$: បា�ភាពមួ,�អាដាច#ព�$: បា�

ប្មួ�ប្មួ�លជាប្#ជា�,ច) ប្មួ�ប្មួ�លជាប្#ជា�,ច)

ភាពមួ,�អាច�� 'ក្តីទំ'ក្តីបា�ភាពមួ,�អាច�� 'ក្តីទំ'ក្តីបា�

Can’t be seen, tasted, felt, heard, or smelled before purchase.

Can’t be separated from service providers

Quality depends on who provides them and when, where and how.

Can’t be stored for later sale or use.

ល់ក្នុ2ណ3ថ្លៃនមេស្វាក្នុ�e

ឧទា �ណ/ ៖ កា�ជ@ស្ជ�ល់ឡាន


61

Can’t be seen, tasted, felt, heard, or smelled before purchase.

Can’t be separated from service providers

Quality depends on who provides them and when, where and how.

Can’t be stored for later sale or use.

យ'ទំVសា��តម̀ាI�តធ�ង�មួ�ប្#ក្តី�មួហ៊ំ�'�សេ�វា

• ចាត#ណែចងភាពខិ'�ប្�ក្តី$: នៃ�សេ�វាក្តីមួX៖– ប្មេង{�តកា�ផ:ល់%ឲណែដល់ម៉ានល់ក្នុ2ណ3ខ្លួ�ស្ប្�ក្នុពួ�មេ!៖

• កា�ដEក្នុជញ្ជូv<ន ន"ងយុ�មេហាណែដល់ក្នុ�� 8�នមេយុ�ងម៉ាន។

• ការគួ�ប្#គួ�ងគួ'�ភាពសេ�វាក្តីមួX៖– ពួង�ងប្�!Wល់"ក្នុមេ|ជ@��ខ្លួ។– ត�វខ្លួ[ល់%ខ្លាំ[ យុពួ�អត"ថ"ជនជាប្%ជាន"ច្ចុ'។– អភ"វឌ្ឍ~!�ណភាពួមេស្វាក្នុ�eឲម៉ាន!�ណភាពួខ្លួrស្%ប្�ផ�ត។– ត�វពួ"ន"ត�មេ��ល់កា�ប្�មេពួញមេស្វក្នុ�eមេដាយុយុក្នុច្ចុ"ត:ទី�ក្នុដាក្នុ%ប្�ផ�ត។

• ការគួ�ប្#គួ�ងសេល�ផ្សាល,តភាពសេ�វាក្តីមួX៖– [Eក្នុហាត%ប្�!Wល់"ក្នុចាំស្% ន"ងថe�ឲប្�មេស្��ជាង��ន។– កា�ង្ហា�មេ9: តមេល់�!�ណភាពួន"ងប្� Pម៉ាញ។– ត�វប្�ប្�ស្%ប្ច្ចុ�ក្នុវ Pទី\ជ�ន@យុ។

62


63





PrimacyPilot

Energy


អ�ពួ�ផល់"តផល់?

BrandName

QualityLevel

Packaging Design

Features

ការដូBក្តី�ញ្ច+ /�

& ការផ្សា�ល#ឲសេ�3

ការតសេមួP �ង

ការធានាំ

សេ�វាក្តីមួXក្តី�យការលក្តី#CoreBenefitCore

Benefit

ActualProductActual

Product CoreProductCore

Product

AugmentedProduct

AugmentedProduct

ក្តីមួ�តនៃ�ផ្សាល,តផ្សាល

អ[�ណែដល់មេxថា ផល់"តផល់ក្នុង%ឡាន?


65

Assembly of parts, which combine to hold compressed air, to allow the vehicle to have contact with the ground

Assembly of parts, which combine to hold compressed air, to allow the vehicle to have contact with the ground

Wheel/DiscWheel/Disc

Air Pressure

TyrTyree

ValveValve

Supporting the load(LOAD)

Supporting the load(LOAD)

Tyre FunctionTyre FunctionOn a moving vehicle, the weight borne by the tyre varies when accelerating, braking, and cornering.

Tyres also generate considerable lateral forces to guide the car round bends

Providing directional control (HANDLING, CORNERING)

Providing directional control (HANDLING, CORNERING)

Tyre structure must be able to transfer the power from the wheel (engine torque) efficiently down to the contact area (ground).

Provide mobility (ADHERENCE)

Provide mobility (ADHERENCE)

It is largely self dampening and can deflect under load.

Absorbing the shocks (COMFORT, NOISE)

Absorbing the shocks (COMFORT, NOISE)

Tyre FunctionTyre Function

Tyres must have the ability to withstand heat generated by internal friction without causing the bonding agents and compounds to break down.

Tyre FunctionTyre Function

Last with time (WEAR, DURABILITY)

Last with time (WEAR, DURABILITY)

The functions of a tyre ( New )

- To roll

- To carry a load

- To steer the vehicle

- To transmit braking force and power output

- To absorb (noise and mechanical vibration)

- To last

TCA2 Dossier Marketing

Feb 25th, 2011

Contact: Sirinute C, Pierre A. & Vinate O.

TCA2/MS – Confidentiality D2

Talking point ច�' ច�ខា�#

Feature (Technology)

លក្តីN�.ព,សេ��

Advantage គួ'�ប្�សេZ��7

Benefit ផ្សាលប្�សេZ��T

ការសេប្�ក្តីប្របា�ឆ្ងាd យជាង១៥%

Alternating Bridging More rigidity in tread rib = minimize longitudinal & lateral sliding action

Wear resistance from frequent acceleration, braking & corneringEvenly wear

ការ��=�នៃចប្�ងកា�# ច��ណែថិមួសេទំ?ត

Full Silica tread compound

Lower rolling resistance, more fuel efficiency, high grip

Less fuel consumption, less CO2 emission

Green X marking guaranteed by MichelinFuel saving, safety & longevity

Excellent safety �'វតgភាពលCប្�សេ��រ

Micro-Adaptive Compound

More flexible providing high levels of mechanical grip with the road surface

Higher longitudinal groove volume

More water / faster evacuation

Piece of mindExcellent control in both wet & dry condition

Evenly distributed pressure

Optimize rubber working under contact patch

Effective road griping

តាំរាងម៉ា� ទី�ក្នុប្ច្ចុ�ក្នុវ Pទី\

72

PACKAGINGPACKAGING•ContainersContainers• ShippingShipping• ProtectionProtection• InformationInformation• Labelling – Labelling – Brand IDBrand ID• ConvenienceConvenience

73

Labelling

Printed information appearing on or with the package.

Performs several functions: Identifies product or

brand Describes several

things about the product

Promotes the product through attractive graphics

SIDEWALL MARKINGS

What is A Brand?• American Marketing Association:

– A Brand is a name, term, sign, symbol or design or combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competitors

• Kotler:– A Brand is a product, but one that adds

other dimensions to differentiate it in some way from other products designed to satisfy the same needs

• A brand is simply a logo e.g. McDonald's Golden Arches.• A brand is a legal instrument, existing in a similar way to a patent or copyright.• A brand is a company e.g. Coca-Cola.• A brand is shorthand - not as straightforward. Here a brand that is perceived as having benefits in

the mind of the consumer is recognised and acts as a shortcut to circumvent large chunks of information. So when searching for a product or service in less familiar surroundings you will conduct an information search. A recognised brand will help you reach a decision more conveniently.

• A brand is a risk reducer. The brand reassures you when in unfamiliar territory.• A brand is positioning. It is situated in relation to other brands in the mind of the consumer as better,

worse, quicker, slower, etc.• A brand is a personality, beyond function e.g. Apple's iPod versus just any MP3 player.• A brand is a cluster of values e.g. Google is reliable, ethical, invaluable, innovative and so on. • A brand is a vision. Here managers aspire to see a brand with a cluster of values. In this context

vision is similar to goal or mission.• A brand is added value, where the consumer sees value in a brand over and above its competition

e.g. Audi over Volkswagen, and Volkswagen over Skoda - despite similarities.• A brand is an identity that includes all sorts of components; depending on the brand e.g. Body Shop

International encapsulates ethics, environmentalism and political beliefs.• A brand is an image where the consumer perceives a brand as representing a particular reality e.g.

Stella Artois Reassuring Expensive.• A brand is a relationship where the consumer reflects upon him or herself through the experience of

consuming a product or service.

76

Michelin History

An adventure ...An adventure ...

marketing management from ch6

Documents

prestigeluxury

latitude cross

competitive

cost leadership

eng leaphea

unrelated

generic strategies

existing customers