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Cu 1: Khi nim sn phm mi?- Sn phm mi theo nh ngha ca nh sn xut:

L sn phm c cc tnh cht chc nng v thm m khc bit nh mi v, mm, cng gin, mu sc,hnh dng, dinh dng, thit k, cht liu bao b.. so vi sn phm hin hnh ca cng ty- Sn phm mi theo cm nhn ca ngi tiu dng:

n gin l s cm nhn khc bit ca n so vi sn phm c v sn phm ca cc i th cnh tranh khc vn phc v cho cc nhu cu hu hnh v v hnh ca h

Cu 2.R&D l g? R&D (research & development-nghin cu & pht trin) l hot ng c mt s c im chnh sau: C tnh cht nghin cu khoa hc cao, chuyn su, to nn tng cho s ng dng pht trin sn phm C tnh t ph, p ng nhu cu cn bn, quan trng cho con ngi Mang li hiu qu chin lc, di hn Nghin cu c tnh n u xu hng, nhu cu tng lai Thng c thc hin cc trng i hc, trung tm, vin nghin cu, tp on, cng ty ln, cng ty a

quc gia..

Cu 3. NPD l g?PD/NPD (new product development-pht trin sn phm).

Nhn chung, n c c im chnh sau: Pht trin sn phm t vic k tha, ng dng cc kt qu ca R&D c xy dng v thc hin theo chin lc kinh doanh di hn/ngn hn ca cng ty To ra cc sn phm tiu dng/s dng c th. Cc sn phm ny bm st v thay i linh ng theo nhu

cu, th hiu khch hng C tnh chin lc hoc chin thut, hiu qu ngn hn hoc di hn

S khc bit c n bn gia hot ng R&D v NPD l: Nghin cu v pht trin (R&D) l s chuyn dchtin thnh kin thc. S i mi/sng to (innovation trong NPD) l s chuyn dch kin thc thnh tinCu 4. Vai tr ca NTD trong pht trin sn phm:

iu quan trng trong vic pht trin sn phm l cn phi hiu v xc nh r: Ngi tiu dng phi c xem l trung tm ca hot ng pht trin sn phm.

Hiu c hnh vi v s la chn thc phm ca ngi tiu dng mt cch cn bn Hiu r mi quan h gia ngi tiu dng v sn phm c th. Ngi tiu dng cho quyt nh cui cng trong d n pht trin sn phm

iu ct yu l ngi tiu dng s l ngi tham gia chnh trong vic nh gi cc tiu chun xuyn sut d Ngi tiu dng phi c tham gia trong tt c cc bc pht trin sn phm.Cu 5. Tm quan trng ca vic PTSP

- Xu th tt tt yu ca x hi Nhu cu ca con ngi a dng & lun thay i, i hi ci mi Mi trng cnh tranh to ng lc cho hot ng pht trin sn phm mi Pht trin l quy lut tt yu ca vn vtCu 6. Li ch ca hot ng pht trin mi: (cu ny thuc cu Tm quan trng lun) l hot ng sng cnca cng ty/doanh nghip v chng c cc li ch ct li nh: Lun to ra cc gi tr mi, gi tr gia tng (added value) tho mn nhu cu hin hu v nhu cu tim n ca

ngi tiu dng To cho ngi tiu dng c n tng v kh nng sng to ca cng ty Hot ng pht trin sn phm mi mnh ng ngha vi v tr dn u th trng ca cng ty(market leader)

v sn phm, kin thc, cng ngh, marketing, hnh nh Hot ng pht trin sn phm mi mnh s to ra cc sn phm khc bit (product differentiation) so vi i

th cnh tranh & to ra li nhun cao

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Sn phm c sn xut nh th no? Sn phm c th bn c khng v bn u? Ai l ngi mong mun sn phm? Ai l ngi cn sn phm?

Cu 4.

Cu 5. Concept sn phm l g?- Product concept l mt qu trnh phn tch/hiu bit v th trng, i th, c hi, thch thc, mc tiu

cng ty, nn tng thng hiu (brand platform).., t v da vo product concept hnh thnh mt cch ngn v ph hp nht.

- Product concept c hnh thnh lm nn tng chnh cho qu trnh thit k sn phm, a sn phm vo thtrng (sales channel, trade marketing), tip cn ngi tiu dng (consumer marketing) v cui cng l xy dngvng chc thng hiu sn phm trong tm tr ngi tiu dng (top of mind)

- Tm li, product concept l mt phn k hoch product innovation ca cng ty, gip cng ty pht trin bnvng. Cc cng ty lun phi bi bn vch ra cho mnh product concept trc c th lm guideline cho c mt bsu v thi gian rt di a tng thnh hin thc v cui cng c ngi tiu dng chp nhn.Cu 6. Xy dng c concept sn phm

xy dng c concept sn phm, cn c s nghin cu v hp tc vi vai tr nh nhau ca 04 ch thcc k s cng ngh, ngi thit k sn phm, ngi lm cng tc th trng v ngi nghin cu ngi tiu dng

Concept sn phm c to ra t vic ngi tiu dng, ngi thit k sn phm, ngi lm cng tcmarketing lm vic cng nhau. Sau c s tham gia ca cc k s cng ngh xy dng cc thng s k thuthit k sn phm

Kh c th to ra nhng concept/sn phm tt nu thiu vai tr v s tham gia ca cc k s trong giai onyCu 7. Cc phm vi trong vic xy dng concept ca sn phm ?

Xc nh nhu cu ngi tiu dng; Xy dng bn tm tt thng tin sn phm mc tiu (target product brief). Phn tch cc sn phm ca i th cnh tranh; To concept sn phm; La chn concept sn phm.

- C th din gii cc hot ng trn nh sau: Nghin cu ngi tiu dng Chuyn ti nhu cu ca h thnh nhng thng tin c trng hn v xy dng thnh bn tm tt cc yu t

chnh (product brief) song song vi vic nghin cu cc sn phm cnh tranh Sau , vi cc tng sn phm r rng hn, nhm pht trin sn phm s quay li nghin cu ngi

tiu dng to ra cc concept sn phm r rng hn Cui cng, x l cc concept sn phm thnh cc m t sn phm chi tit v c trng hn; tip tc em

nhng m t ny quay li lm vic vi ngi tiu dng tm kim nhng phn hi ca hCu 8. Cc b c to concept sn phm?

- Sng to mt s tng ban u- Kt hp vi ngi tiu dng xy dng nhng concept tng

- nh gi cc concept tng ny v rt gn thnh mt hai tng kh thi- Tip tc tng bc nghin cu vi ngi tiu dng v nghin cu th trng xy dng thnh concept s

phm phc v cho vic thit k sn phm- Kt qu ca vic xy dng concept sn phm l to ra nn tng cho vic thit k cc thng s k thut cho

sn phm- iu c bn nht trong concept sn phm l lit k c cc li ch ca sn phm (product benefits) cho

ngi tiu dng Concept sn phmphi tr li c cc cu hi sau:

Concept ca sn phm c tha mn nhu cu ca khch hng/ngi tiu dng mc tiu khng? Concept ca sn phm c a ra c cc mc ch ti chnh m c thit lp trong chin lc

pht trin sn phm v chin lc kinh doanh khng?

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Concept ca sn phm c hi ha vi cng vic kinh doanh ca cng ty v mi trng khng? Li ch ca sn phm (product benefits)

Bao gm 4 yu t: Li ch c bn lin quan n sn phm bn trong Li ch lin quan n bao b Li ch khi s dng sn phm (s tin li) Li ch v mt tm l

Khi nim sn phm ca ng i tiu dng

L sn phm hi cc yu t c tnh, li ch cho ngi tiu dng bao gm cc yu t vt l,sinh hc, tm l, thm m, giCu 9. Cc thng s tm tt/then cht ca sn phm (product brief)

Khch hng mc tiu Mc ch s dng sn phm Cc c tnh cht lng c s, nn tng Cc c tnh cht lng th hiu Hn s dng (shelf-life) c tnh phn phi sn phm Bao b, phng thc ng gi Gi bn d kin

Li nhun d kin3.1.3. C s thng tin c dng cho bc nh ngha d n v xy dng concept sn phmCu 10. Cc yu t thng tin c dng cho bc nh ngha d n

Nhu cu, th hiu tiu dng hin ti v xu hng tng lai (bc l v tim n) Tnh trng dinh dng v sc khe cng ng hin ti v tng lai (i vi thc phm) S pht trin sn c ca nguyn vt liu, bao b mi, cng ngh, thit b mi Phn hi, mong mun ca ngi tiu dng S thay i ca lut php, mi trng Nhn thc, dn tr ca ngi tiu dng..

Cu 11. Ngun cung cp thng tin Marketing

- Thc hin iu tra nghin cu th trng,- Cc kt qu nghin cu th trng c sn.. Sales

- Thng tin th trng t cc nh phn phi (distributor)- Thng tin v hnh vi, nhu cu, mong mun ca ngi tiu dng t cc im bn l ..

Nh cung cp (suppliers)- Thng tin v cng ngh, thit b, phng php kim tra kim sot mi- Thng tin v ph gia, nguyn liu, bao b, sn phm mi

B phn quan h khch hng(PR, QA)- Cc kin ng gp v sn phm, dch v t ngi tiu dng, h thng phn phi- Cc khiu ni v cht lng sn phm, dch v t ngi tiu dng

Cc trung tm thng tin, vin nghin cu- Cc thng tin v khoa hc, cng ngh mi; cc pht minh, gii php cng ngh, thit b mi- Chuyn giao cng ngh, thit b..

Bn thn b phn R&D,- T t chc thu thp thng tin th trng t cc nh phn phi, im bn l, siu th, ngi tiu dng

Ngun khc..Cu 12. Xy dng cc c tnh/thng s k thut ca sn phm (product specification)

- Cc ch tiu cm quan: hnh dng, kch thc, mu sc, mi v..- Cc ch tiu dinh dng: hm lng dinh dng/hot cht sinh hc..- Ch tiu an ton: VSV, ph gia thc phm- Cc ch tiu p ng yu cu ca lut php

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Tuy nhin trong mt s trng hp khng th chuyn mt s yu cu cm quan thnh cc ch tiu o lnc (v d cay ca sn phm) m phi th nghim chng vi ngi tiu dng trong qu trnh thit k snphm

Vic chn cc ch tiu v gi tr o lng l n gin vi cc trng hp:- Ci tin sn phm- Sao chp cc ch tiu v gi tr ny t chnh cc sn phm ang c ca cng ty hoc cc sn phm

cnh tranh v thc hin vic so snh (benchmark) vi chng Mt s yu t c th gy ra s thay i cc ch tiu v gi tr o lng:

- Gi thnh- S bin ng v ngun v cht lng nguyn vt liu/quy trnh sn xut- S xut hin ca sn phm cnh tranh mi- S mu thun gia cc c tnh ca sn phm- Nhng kh khn trong vic thit k

Cn c bit lu :- Sn phm mu c to ra cui qu trnh thit k c th c ch tiu v gi tr o lng b thay i- S thay i ny ri khi vng chp nhn ca ngi tiu dng

Cu 13.Quy trnh thit k sn phm v quy trnh sn xut Xy dng cc phng n/phng php nghin cu

- Lu nghin cu d kin

- Nguyn vt liu s dng v cc thng s cht lng- Cng ngh s dng v cc thng s qu trnh- Cc thng s kt qu cn xc nh- My, thit b, dng c cn thit- Cc phng php, thit b, dng c o lng- Cc a im nghin cuMt s cng c s dng xy dng cc phng n nghin cu

- Brain-storming- Mindmap- Biu xng c ..

Lp k hoch thc hin (action/operational planning)

Phn nh cc hng mc cng vic/hot ng cn thc hin Cc hng mc cng vic/hot ng cn phi xc nh r:

- Hot ng cn lm phi rt c th- Tin trnh thc hin mt cch logic: hot ng no lm trc, hot ng no lm sau, nhng hot

ng no lm song song- Hot ng no l then cht v mt thi gian v ngun lc thc hin- Thi gian d kin thc hin- Kt qu mong mun c th- Ai s chu trch nhim chnh?- Ai s c trch nhim phi hp?- Ngn sch thc hin

Mt vi cng c c s dng xy dng k hoch thc hin (action/operational plan) 5W + 1H Phn mm Microsoft project..

Cu 14. Nu kt qu thc t khng din ra theo ng k hoch c lp ?- Phi thit lp c cc phng n d phng (options) theo kiu :

Nu kt qu ca phng n A tht bi, chuyn sang phng n B.. C th thc hin song song nhiu phng n

- Cc phng n c xy dng phi c tnh kh thi cao- Phi tin on cc yu t bt li c th nh hng n kt qu v thi gian thc hin- Trin khai v thng nht k hoch- Trin khai k hoch n cc b phn c lin quan

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- iu chnh k hoch- Thng nht thc hin

Yu cu ca cc bc trn l phi bo m tt c cc b phn/phng ban trong cng ty c lin quan trc tip nd n phi nm r mc ch, mc tiu ca d n v thng nht vi nhau v l trnh v k hoch thc hin d n

Cu 15. Thc hin nghin cuNghin cu trong phng lab/pilot plant

Phng php nghin cu, theo cc bc sau:

B1: Nghin cu tng yu t cu thnh h thng tm ra thng s ph hp B2: Nghin cu kt hp cc yu t c cc thng s ph hp tm ra trn B3: iu chnh cc yu t chng ni kt vi nhau thnh mt h thng ti u, to ra trng thi n

cho sn phm B4: a dng ho cht lng theo th hiu

Th nghim trn production lines Ti sao phi nghin cu trong phng lab? Li ch? Ti sao phi th nghim trn production line?

Cu 16.Cc im quan trng cn lu khi thc hin nghin cu: Ghi chp y , cn thn, c h thng trong sut tin trnh nghin cu Phi qun l cht ch tin nghin cu Lun i chiu kt qu thc hin vi kt qu mong mun (mc ch/mc tiu) Chuyn i, iu chnh cc phng n nghin cu hp l v kp thi Thng xuyn thng bo tin cho cc b phn lin quan

Cu 17. nh gi kt quNgoi cc phng php ho l, vi sinh o lng kt qu, cn lu :

nh gi cm quan l mt phng php cc k quan trng i vi thc phm Ai s nh gi tt nht? Mt c nhn c k nng cm quan tt hay mt hi ng cm quan c o to Phng php t chc nh gi l g? C ph hp v bi bn khng?

Cu 18. S khc bit kt qu th nghim gia phng Lab & dy chuyn sn xut (production line) Phi nhn thc v xc nh r s khc bit v quy m, k thut, thng s qu trnh, iu kin mi trng,

thao tc..

C phng n b tr s khc bit C s ng dng ca 2 iu kin th nghim l tt nht (pilot line)

Cu 19. Kim tra v xc nhn gi tr s dng, hn s dng Cht lng ca sn phm khi mi sn xut c phi l cht lng m ngi tiu dng nhn c? C rt nhiu yu t khch quan, ch quan nh hng n cht lng sn phm khi n tay ngi tiu dng

Hn s dng (shelf-life) Thao tc khng ph hp iu kin kh hu, thi tit, mi trng

C 02 phng php kim tra gi tr s dng Phng php thc t (ti mi trng cng ty & th trng) Phng php m phng

Cu 20. Thit lp h s th nghim v ti liu vn hnh Xy dng hon chnh cc ti liu: Tiu chun Nguyn liu, Bao b Tiu chun Thnh phm Quy trnh, thng s, tiu chun sn xut Lu h s ton b qu trnh & kt qu th nghim theo dng tng d n

Cu 21. o to vn hnh Nhn vin R&D phi bit r nhng g cn thc hin, kim tra, kim sot khi sn xut sn phm mi Nhng ai tham gia trong vic sn xut ra mt sn phm? Tt c cc b phn c lin quan phi c cung cp thng tin,hng dn, o to y sn xut ra sn

phm mi ng yu cu

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Cu 22. Sn xut th (mu th prototype) Ti sao phi sn xut th? Quy m ca sn xut th phi gn ging vi sn xut chnh thc L c s hiu chnh cc thng s k thut, gi thnh sn xut L bc cui cng hon tt c bn qu trnh nghin cu, th nghim

S khc bit gia cht l ng thit k v cht l ng thc t Cht lng thit k l cht lng chun mc m cng ty mun em n cho ngi tiu dng. N c sn

xut v s dng trong cc iu kin chun mc vi s gim st cao Cht lng thc t l cht lng c th b nh hng bi cc tc nhn khch quan v ch quan Phi xc nh r cc nhn t nh hng v c phng n b tr ph hp

Cu 23. Test th trng, ngi tiu dng Qu trnh test th trng c th din ra nhiu ln trong sut qu trnh nghin cu C th dng cch test ngi tiu dng ni b Phng php test phi nghim tc, bi bn, chuyn nghip Rt nhiu trng hp, kt qu test tt nhng tht bi khi tung sn phm ra th trng Vic test th trng c th l Con dao 2 li nu phng php, quy m thc hin khng bi bn, khoa

hc

CHNG 4

Cu 1. Vai tr ca bao b

Nhn chung bao b ca sn phm thc phm c 3 mc ch sau: Bo qun sn phm To gi tr thm m Thng tin v sn phm

Cu 2.Thit k bao b sn phm Bao b ca nhiu sn phm c gi thnh bng hoc hn gi thnh ca sn phm bn trong Cc bc thit k, pht trin bao b gn ging vi cc bc nghin cu, pht trin rut sn phm ni dun

trc

i vi thc phm, cht liu bao b ph hp l mt yu t cc k quan trng.