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ขอเชิญ สมัครสมาชิก เพื่อร่วมนำเสนอประสบการณ์ของคุณได้เลยครับ
MarketingByte.com ศูนย์กลางความรู้ E-Marketing, E-Business และ E-commerce องค์ความรู้เกี่ยวการทำธุรกิจยุค Digital
ขอเชิญ สมัครสมาชิก เพื่อร่วมนำเสนอประสบการณ์ของคุณได้เลยครับ

นักการตลาดมีวิธีการแบ่งประเภทแบรนด์หลายวิธี วิธีการหนึ่งที่ใช้กันก็คือ Triangle of Brand Benefit ซึ่งจะแบ่งกลุ่มแบรนด์สินค้าออกตาม benefit ที่ลูกค้าของแบรนด์เหล่านี้ได้รับออกเป็น 3 กลุ่ม
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กลุ่มแรกคือแบรนด์ประเภท Economical ที่ลูกค้ามักจะตระหนักว่าแบรนด์นี้มีจุดเด่นด้านความคุ้มค่าเมื่อเทียบกับราคา สินค้าที่มีแบรนด์แบบนี้มักจะมีราคาถูกเมื่อเทียบกับสินค้าชนิดเดียวกันที่ใช้แบรนด์อื่นๆ
กลุ่มที่สองคือแบรนด์ประเภท Functional ซึ่งเป็นที่รู้จักของลูกค้าว่าสินค้าที่ใช้แบรนด์นี้มีความสามารถพิเศษที่แตกต่างจากสินค้าชนิดเดียวกันที่ใช้แบรนด์อื่น เป็นสินค้าที่เหมาะแก่การใช้งานเฉพาะด้าน
กลุ่มที่สามคือแบรนด์ประเภท Emotional ที่อาจจะไม่ได้มีราคาถูก ไม่ได้มีความสามารถเฉพาะทาง แต่เน้นเรื่องอารมณ์ความรู้สึกของลูกค้า เป็นความพึงพอใจทางนามธรรมที่จับต้องไม่ได้ แต่รู้สึกได้
สินค้าที่มีการแบ่งประเภทแบรนด์ตาม Triangle of Brand Benefit ที่เห็นได้ชัดมากก็คือ Consumer Shampoo ที่วางขายอยู่บน shelf ใน supermarket หรือ discount store ไม่ใช่แชมพูระดับหรูที่ขายตาม shop เครื่องสำอาง หรือแชมพูที่ขายผ่านช่องทาง direct sale หรือ network marketing นะครับ
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สมมุติว่าเราดูแชมพูของค่าย Unilever ละกัน ค่ายนี้มีแชมพู 3 แบรนด์ แบรนด์แรกคือ Sunsilk ซึ่งเป็นแบรนด์ที่เน้นด้านราคาเป็นหลัก ลองไปเดินดูตาม discount store ที่มีป้ายแสดงราคาต่อกรัมของแชมพูติดอยู่ที่ shelf ดูครับ จะพบว่า Sunsilk มีระดับราคาที่ 0.2x บาทต่อกรัม
แบรนด์ที่สองคือ Clinic Clear เป็นแบรนด์ที่มุ่งเน้นการใช้งานเฉพาะทางคือเพื่อการขจัดรังแค ถึงแม้ว่าจะมีแชมพูหลายสูตรหลากประเภท แต่ยี่ห้อนี้ก็สื่อถึงความสามารถในการขจัดรังแค
แบรนด์ที่สามคือ Dove เป็นแบรนด์ที่เล่นเรื่องอารมณ์ความรู้สึกของลูกค้าล้วนๆ แพ็กเกจจะดูดีไฮโซกว่าแบรนด์อื่น เน้นการโฆษณาทางโทรทัศน์ให้ดูมีระดับ เพื่อสื่อให้กลุ่มเป้าหมายรู้ว่าแชมพูยี่ห้อนี้เหมาะกับคนมีคลาส
เมื่อแบรนด์เหล่านี้มีจุดเด่นในตัวมันเองอยู่ ก็ต้องพยายามรักษาจุดเด่นนั้นเอาไว้ ถ้า Sunsilk ขึ้นราคาแชมพูให้แพงขึ้น ลูกค้าก็อาจจะหนีไปใช้ Rejoice ของค่าย P&G ก็ได้ ถ้า Head & Shoulders ของค่าย P&G ใช้แล้วขจัดรังแคได้ยอดเยี่ยมจนผมร่วงหัวล้าน แบบนี้ลูกค้าก็คงจะหนีมาซื้อ Clinic แทน และถ้า Dove ทำโฆษณาออกมาได้โลว์ๆ เบๆ ลูกค้าก็อาจจะหนีไปใช้ Pantene ดีกว่า
ทีนี้ถ้าเราลองดูในธุรกิจออนไลน์บ้าง ซึ่งพอจะนำเรื่อง Triangle of Brand Benefit มาประยุกต์ใช้ได้บ้างเหมือนกัน โดยผมจะยกตัวอย่างของ e-mail ที่ผมใช้งานอยู่เป็นประจำ และเป็นการวิเคราะห์โดยใช้มุมมองส่วนตัวของผมที่มีต่อแต่ละแบรนด์นะครับ ซึ่งมุมมองผมอาจจะไม่เหมือนของคุณก็ได้
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ผมมี e-mail ส่วนตัวอยู่หลายๆ ที่ e-mail ที่ผมใช้งานบ่อยที่สุดคือ @hotmail.com เหตุผลที่ใช้งานบ่อยก็คือ Functional ของตัวมันเอง เนื่องจากผมใช้ Live Messenger ด้วย ซึ่งมันถูกผูกเข้ากับ Hotmail เวลาที่ใครส่ง e-mail มาถึงผมที่ Hotmail ผมก็จะรู้และเข้าไปเช็คได้ทันที
ขณะที่ @gmail.com ของค่าย Google ซึ่งผมมองว่าแบรนด์นี้เป็นผู้นำด้านราคา บริการที่คนอื่นคิดเงิน Google จะทำออกมาแข่งแบบไม่คิดเงิน ตอนนี้เวลาที่ผมนึกถึงของฟรี ผมจะนึกถึง Google เป็นที่แรกเลย Gmail ก็เช่นกัน เป็น e-mail ที่ให้พื้นที่เยอะมากและเยอะขึ้นเรื่อยๆ โดยไม่มีการคิดเงิน แปลว่าผมสามารถใช้รับและเก็บ e-mail ได้ตามที่ต้องการ ไม่ต้องมาคอยลบ e-mail ทิ้งเหมือน Hotmail ในสมัยก่อนที่ยังให้พื้นที่แค่นิดเดียว Gmail จึงเป็นแบรนด์ Economical สำหรับผม
ส่วน @macroart.net และ @trunganont.com เป็นแบรนด์ Emotional ของผมเอง สิ่งที่ Hotmail และ Gmail ให้ผมไม่ได้ก็คือ Uniqueness หรือความมีเอกลักษณ์เพียงหนึ่งเดียว ในโลกนี้จะมีใครที่มี e-mail แบบนี้ได้อีก? ผมยอมเสียเงินจ่ายค่าเช่าโดเมนเนมปีละไม่กี่ร้อยบาทก็เพื่อเป็นเจ้าของความมีเอกลักษณ์นี้ อย่าง @trunganont.com ซึ่งเป็นนามสกุลของผมเอง ผมได้ผูกโดเมนเนมนี้เข้ากับระบบของ Google Apps และคิดว่าจะใช้เป็น e-mail สำหรับครอบครัวผม อีกหน่อยก็จะมี ชื่อพ่อผม@trunganont.com ชื่อแม่ผม@trunganont.com ชื่อน้องผม@trunganont.com เป็นต้น
ปิดท้ายบทความด้วยเรื่องของการ Globalization ของธุรกิจดอทคอมยักษ์ใหญ่หลายแห่ง ซึ่งบางคนกลัวว่าการขยายตัวของเว็บไซต์อย่าง Google และ eBay เข้ามาในประเทศไทย จะส่งผลกระทบต่อเว็บไซต์ของไทยหรือเปล่า อย่าง Google เองก็มีบริการที่ทั้งดีและฟรี ตัว Search Engine ก็เข้ามาแทนที่ SiamGuru ไปเรียบร้อย บางคนอาจจะกลัวว่าแล้ว Blogger จะเข้ามาแทนที่ Blog Service Provider อย่าง Exteen, BlogGang หรือ DiaryIS หรือเปล่า? และบางคนอาจจะกลัวว่าถ้า eBay เปิดตลาดซื้อขายสินค้าในไทย จะทำให้เว็บอย่าง PantipMarket, ThaiSecondHand, Tarad และ MarketAtHome ต้องถึงจุดจบหรือเปล่า?
ถึงแม้ว่า Blogger จะฟรีและดีมากๆ แต่เว็บไทยก็ยังสู้ได้ด้วยการมุ่งเน้น Emotional Brand ว่าเป็นเว็บที่มี Community ของคนไทย เล่นแล้วได้เพื่อนใหม่ๆ ได้ความรู้สึกอบอุ่นในแบบที่ Blogger ยังไม่มี หรือแม้ว่าถ้า eBay เข้ามาแข่งกับเว็บไทยด้วยการเปิดให้ขายสินค้าได้ฟรีเหมือนกับเว็บไซต์ท้องถิ่นของ eBay หลายๆ แห่งใน South East Asia ประกอบกับความสามารถด้าน E-commerce ของ eBay ที่ครบวงจร แต่สิ่งที่ eBay ยังขาดอยู่ก็คือ Community ของคนซื้อคนขายชาวไทยที่ยังนิยมใช้บริการของเว็บไซต์ซื้อขายสินค้าของไทยอยู่
ถึงแม้ว่าเว็บไซต์ไทยยังได้เปรียบด้าน Emotional แต่ก็ใช่ว่าจะนิ่งนอนใจได้นะครับ เพราะเว็บไซต์ยักษ์ใหญ่ระดับโลกมีเงินมากพอที่จะสร้าง Community ขึ้นมา และสามารถทำให้ความโดดเด่นด้าน Emotional ของเว็บไซต์ไทยหายไปได้ สิ่งที่เว็บไซต์ไทยพอจะทำได้ก็คือพยายามพัฒนาความสามารถของเว็บไซต์ (Functional) ให้พอที่จะแข่งขันได้ ส่วนด้านต้นทุน (Economical) เราคงต้องยอมรับว่าแข่งได้ยาก เพราะเว็บไซต์ระดับโลกที่มีผู้ใช้บริการเป็นจำนวนมาก ย่อมทำให้ต้นทุนต่อหน่วยต่ำมากจนเว็บไทยเล็กๆ เทียบไม่ติด
แต่เหนือสิ่งอื่นใดคือเรื่องของ Emotional เว็บไซต์ไทยจะต้องเอาใจใส่กับความต้องการ อารมณ์ และความรู้สึกของผู้ใช้เว็บให้มาก พยายามฟังเสียงของผู้ใช้เว็บให้มากขึ้น ถ้าผู้ใช้รักเว็บนั้นแล้วก็ยากที่จะถอนตัวขึ้นครับ
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