{"id":610,"date":"2024-02-27T09:35:43","date_gmt":"2024-02-27T02:35:43","guid":{"rendered":"https:\/\/minimalmarketing.com\/?p=610"},"modified":"2024-03-01T11:29:14","modified_gmt":"2024-03-01T04:29:14","slug":"chien-tranh-va-tiep-thi-phan-1-nhung-diem-tuong-dong-va-tinh-ung-dung-trong-hoach-dinh-chien-luoc","status":"publish","type":"post","link":"https:\/\/minimalmarketing.com\/index.php\/vi\/2024\/02\/27\/chien-tranh-va-tiep-thi-phan-1-nhung-diem-tuong-dong-va-tinh-ung-dung-trong-hoach-dinh-chien-luoc\/","title":{"rendered":"Chi\u1ebfn Tranh V\u00e0 Ti\u1ebfp Th\u1ecb – Ph\u1ea7n 1: Nh\u1eefng \u0110i\u1ec3m T\u01b0\u01a1ng \u0110\u1ed3ng V\u00e0 T\u00ednh \u1ee8ng D\u1ee5ng Trong Ho\u1ea1ch \u0110\u1ecbnh Chi\u1ebfn L\u01b0\u1ee3c"},"content":{"rendered":"\n

Chi\u1ebfn tranh \u0111\u00e3 xu\u1ea5t hi\u1ec7n h\u00e0ng ngh\u00ecn n\u0103m tr\u01b0\u1edbc, v\u00e0 nh\u1eefng giai tho\u1ea1i v\u1ec1 c\u00e1c cu\u1ed9c chi\u1ebfn trong l\u1ecbch s\u1eed nh\u00e2n lo\u1ea1i \u0111\u00e3 lu\u00f4n \u0111\u01b0\u1ee3c k\u1ec3, \u0111\u01b0\u1ee3c \u0111\u00fac k\u1ebft th\u00e0nh nh\u1eefng b\u00e0i h\u1ecdc v\u00e0 quy t\u1eafc cho c\u00e1c th\u1ebf h\u1ec7 sau. Vi\u1ec7c \u00e1p d\u1ee5ng nh\u1eefng quy t\u1eafc \u0111\u00f3 v\u00e0o ho\u1ea1t \u0111\u1ed9ng marketing, k\u1ebft h\u1ee3p c\u00f9ng nh\u1eefng l\u00fd thuy\u1ebft ti\u1ebfp th\u1ecb \u0111\u01b0\u01a1ng \u0111\u1ea1i, c\u00f3 th\u1ec3 m\u1edf ra m\u1ed9t g\u00f3c nh\u00ecn v\u00e0 h\u01b0\u1edbng ti\u1ebfp c\u1eadn v\u1eefng ch\u1eafc h\u01a1n khi ph\u00e2n t\u00edch th\u1ecb tr\u01b0\u1eddng v\u00e0 \u0111\u01b0a ra c\u00e1c quy\u1ebft \u0111\u1ecbnh chi\u1ebfn l\u01b0\u1ee3c.<\/em><\/p>\n\n\n\n

T\u00f4i t\u1ef1 nh\u1eadn m\u00ecnh l\u00e0 ng\u01b0\u1eddi ch\u0103m ch\u1ec9 thu nh\u1eb7t ki\u1ebfn th\u1ee9c khi b\u1ea3n th\u00e2n c\u00f3 nhi\u1ec1u tr\u1ea3i nghi\u1ec7m qua nhi\u1ec1u vai tr\u00f2 t\u1eeb nghi\u00ean c\u1ee9u, gi\u1ea3ng d\u1ea1y \u0111\u1ebfn t\u01b0 v\u1ea5n doanh nghi\u1ec7p, v\u00e0 c\u0169ng nh\u01b0 qua nhi\u1ec1u l\u00e3nh v\u1ef1c t\u1eeb qu\u1ea3ng c\u00e1o, ti\u1ebfp th\u1ecb s\u1ed1 \u0111\u1ebfn th\u01b0\u01a1ng hi\u1ec7u. Nhi\u1ec1u ng\u01b0\u1eddi s\u1ebd cho r\u1eb1ng bi\u1ebft qua nhi\u1ec1u th\u1ee9 s\u1ebd d\u1ec5 b\u1ecb nhi\u1ec5u lo\u1ea1n khi b\u1ea3n th\u00e2n ng\u01b0\u1eddi h\u1ecdc kh\u00f4ng c\u00f3 cho m\u00ecnh \u0111\u01b0\u1ee3c m\u1ed9t \u0111\u1ecbnh v\u1ecb chuy\u00ean m\u00f4n r\u00f5 r\u00e0ng. Nh\u01b0ng \u0111\u1ed1i v\u1edbi t\u00f4i, ng\u01b0\u1ee3c l\u1ea1i t\u00f4i tin r\u1eb1ng h\u00e0nh tr\u00ecnh c\u1ee7a m\u00ecnh qua nhi\u1ec1u vai tr\u00f2 v\u00e0 l\u00e3nh v\u1ef1c \u0111\u00e3 cho t\u00f4i m\u1ed9t c\u00e1i nh\u00ecn kh\u00e1i qu\u00e1t xuy\u00ean su\u1ed1t ho\u1ea1t \u0111\u1ed9ng c\u1ee7a doanh nghi\u1ec7p m\u00e0 t\u00f4i s\u1ebd t\u01b0 v\u1ea5n, \u0111\u1ed3ng th\u1eddi t\u00ecm ra \u0111\u01b0\u1ee3c nh\u1eefng quy lu\u1eadt b\u1ea5t bi\u1ebfn c\u1ee7a t\u1ea5t c\u1ea3 c\u00e1c l\u00e3nh v\u1ef1c nh\u00ecn th\u00ec c\u00f3 v\u1ebb kh\u00e1c, nh\u01b0ng th\u1ef1c s\u1ef1 l\u1ea1i r\u1ea5t gi\u1ed1ng nhau.<\/p>\n\n\n\n

Qu\u1ea3 th\u1ef1c h\u00e0nh tr\u00ecnh t\u00ecm ki\u1ebfm nh\u1eefng quy t\u1eafc b\u1ea5t bi\u1ebfn \u0111\u00e3 di\u1ec5n ra t\u1eeb r\u1ea5t l\u00e2u, trong \u0111\u00f3 n\u1ed5i ti\u1ebfng nh\u1ea5t c\u00f3 l\u1ebd l\u00e0 cu\u1ed1n s\u00e1ch \u201c22 Quy Lu\u1eadt B\u1ea5t Bi\u1ebfn C\u1ee7a Ti\u1ebfp Th\u1ecb” c\u1ee7a hai t\u00e1c gi\u1ea3 Al Ries v\u00e0 Jack Trout xu\u1ea5t b\u1ea3n n\u0103m 1993. Ngo\u00e0i ra c\u00f2n r\u1ea5t nhi\u1ec1u nh\u1eefng \u1ea5n ph\u1ea9m kh\u00e1c v\u1ec1 quy lu\u1eadt b\u1ea5t bi\u1ebfn trong nhi\u1ec1u chuy\u00ean m\u00f4n nh\u01b0 qu\u1ea3ng c\u00e1o hay th\u01b0\u01a1ng hi\u1ec7u. D\u00f9 c\u00e1c t\u00e1c ph\u1ea9m v\u1eabn c\u00f2n nhi\u1ec1u \u0111i\u1ec3m ch\u01b0a th\u1ef1c s\u1ef1 h\u1ee3p l\u00fd tuy nhi\u00ean ch\u00fang ta \u0111\u1ec1u c\u00f3 th\u1ec3 \u0111\u1ed3ng thu\u1eadn v\u1edbi nhau l\u00e0 t\u1ef1 c\u1ed5 ch\u00ed kim \u0111\u1ebfn t\u1eadn th\u1eddi \u0111\u1ea1i c\u00f4ng ngh\u1ec7 s\u1ed1 b\u00e2y gi\u1edd v\u1eabn c\u00f3 nh\u1eefng \u0111i\u1ec1u kh\u00f4ng h\u1ec1 thay \u0111\u1ed5i \u0111\u00fang kh\u00f4ng n\u00e0o! T\u00f4i xin l\u00e0 v\u1eady, v\u00e0 t\u00f4i l\u00e0 ng\u01b0\u1eddi c\u1ed5 \u0111\u1ed9ng vi\u00ean nhi\u1ec7t th\u00e0nh nh\u1ea5t cho vi\u1ec7c t\u00ecm ki\u1ebfm nh\u1eefng ph\u01b0\u01a1ng th\u1ee9c x\u00e2y d\u1ef1ng doanh nghi\u1ec7p b\u1ec1n v\u1eefng ng\u00e0y h\u00f4m n\u00e0y b\u1eb1ng vi\u1ec7c l\u1ee5c l\u1ecdi l\u1ea1i nh\u1eefng kho b\u00e1u ki\u1ebfn th\u1ee9c c\u1ed5 x\u01b0a nh\u01b0ng kh\u00f4ng bao gi\u1edd l\u1ea1c h\u1eadu.<\/p>\n\n\n\n

V\u1eady th\u00ec chi\u1ebfn tranh v\u00e0 ti\u1ebfp th\u1ecb r\u00fat c\u1ee5c c\u00f3 \u0111i\u1ec3m g\u00ec chung? V\u00e2ng, th\u1ef1c s\u1ef1 l\u00e0 r\u1ea5t nhi\u1ec1u \u0111\u1ea5y khi m\u00e0 t\u1eeb nh\u1eefng n\u0103m 1998 c\u0169ng hai t\u00e1c gi\u1ea3 Al Ries v\u00e0 Jack Trout \u0111\u00e3 t\u00ecm ki\u1ebfm nh\u1eefng quy lu\u1eadt n\u00e0y th\u00f4ng qua t\u00e1c ph\u1ea9m \u201cChi\u1ebfn Tranh Ti\u1ebfp Th\u1ecb: C\u00e1ch Th\u1ee9c S\u1eed D\u1ee5ng Nh\u1eefng Nguy\u00ean T\u1eafc Qu\u00e2n S\u1ef1 \u0110\u1ec3 Ph\u00e1t Tri\u1ec3n Nh\u1eefng Chi\u1ebfn L\u01b0\u1ee3c Ti\u1ebfp Th\u1ecb \u0110\u01b0\u01a1ng \u0110\u1ea1i\u201d. T\u00e1c ph\u1ea9m n\u00e0y \u0111\u00e3 \u0111\u01b0a ra nh\u1eefng so s\u00e1nh s\u01a1 khai nh\u1ea5t c\u1ee7a hai kh\u00e1i ni\u1ec7m chi\u1ebfn tranh v\u00e0 ti\u1ebfp th\u1ecb r\u1ed3i t\u1eeb \u0111\u00f3 r\u00fat ra nh\u1eefng nguy\u00ean t\u1eafc chung nh\u1ea5t cho chi\u1ebfn l\u01b0\u1ee3c m\u00e0 nh\u1eefng nh\u00e0 qu\u1ea3n tr\u1ecb hay nh\u00e0 ti\u1ebfp th\u1ecb \u0111\u01b0\u01a1ng \u0111\u1ea1i c\u00f3 th\u1ec3 \u00e1p d\u1ee5ng v\u00e0o th\u1ef1c ti\u1ec5n doanh nghi\u1ec7p. N\u0103m 2021 n\u00e0y, t\u00f4i m\u1ea1n ph\u00e9p \u0111\u01b0\u1ee3c x\u00e2y d\u1ef1ng ti\u1ebfp n\u1ed9i dung tr\u00ean c\u00e1i n\u1ec1n ki\u1ebfn th\u1ee9c \u0111\u1ed3 s\u1ed9 m\u00e0 hai t\u00e1c gi\u1ea3 \u0111\u00e3 d\u00e0y c\u00f4ng nghi\u00ean c\u1ee9u \u0111\u1ec3 vi\u1ebft ti\u1ebfp c\u00e2u chuy\u1ec7n v\u1ec1 chi\u1ebfn tranh v\u00e0 ti\u1ebfp th\u1ecb \u0111\u01b0\u01a1ng \u0111\u1ea1i, v\u1edbi m\u1ed9t g\u00f3c nh\u00ecn c\u1eadp ti\u1ebfn h\u01a1n v\u00e0 nh\u1eefng \u0111i\u1ec3n c\u1ee9u th\u00fa v\u1ecb cho th\u1ecb tr\u01b0\u1eddng n\u1ed9i \u0111\u1ecba Vi\u1ec7t Nam.<\/p>\n\n\n

\n
\"\"
Chi\u1ebfn tranh v\u00e0 ti\u1ebfp th\u1ecb c\u00f3 r\u1ea5t nhi\u1ec1u \u0111i\u1ec3m chung<\/figcaption><\/figure>\n<\/div>\n\n\n

\u0110\u1ea7u ti\u00ean ch\u00fang ta ph\u1ea3i \u0111\u1ed3ng \u00fd v\u1edbi nhau chi\u1ebfn l\u01b0\u1ee3c v\u1ed1n d\u0129 b\u1eaft ngu\u1ed3n t\u1eeb chi\u1ebfn tranh, s\u01a1 nguy\u00ean chi\u1ebfn l\u01b0\u1ee3c l\u00e0 c\u00e1ch th\u1ee9c m\u00e0 c\u00e1c binh \u0111o\u00e0n \u00e1p d\u1ee5ng \u0111\u1ec3 d\u00e0nh \u0111\u01b0\u1ee3c l\u1ee3i th\u1ebf tr\u00ean chi\u1ebfn tr\u01b0\u1eddng. V\u1eady ng\u00e0y nay c\u00e1ch th\u1ee9c m\u00e0 c\u00e1c doanh nghi\u1ec7p v\u00e0 th\u01b0\u01a1ng hi\u1ec7u \u0111ang l\u1eadp k\u1ebf ho\u1ea1ch b\u00e0i b\u1ea3n \u0111\u1ec3 gi\u00e0nh gi\u1eadt th\u1ecb ph\u1ea7n tr\u00ean c\u00e1c th\u1ecb tr\u01b0\u1eddng ch\u1eb3ng ph\u1ea3i c\u0169ng r\u1ea5t gi\u1ed1ng nhau sao. C\u00e1c th\u01b0\u01a1ng hi\u1ec7u ng\u00e0y n\u00e0y c\u0169ng nh\u01b0 c\u00e1c binh \u0111o\u00e0n th\u1ef1c chi\u1ebfn v\u00e0 c\u00e1c nh\u00e0 qu\u1ea3n l\u00fd th\u01b0\u01a1ng hi\u1ec7u (brand manager) nh\u01b0 nh\u1eefng v\u1ecb t\u01b0\u1edbng l\u0129nh ph\u1ea3i hi\u1ec3u chi\u1ebfn l\u01b0\u1ee3c, n\u1eafm r\u00f5 t\u01b0\u01a1ng quan v\u1ecb th\u1ebf gi\u1eefa qu\u00e2n ta v\u00e0 qu\u00e2n \u0111\u1ecbch \u0111\u1ec3 ph\u00e2n t\u00edch v\u00e0 \u0111\u01b0a ra nh\u1eefng \u0111\u1ed1i s\u00e1ch cho vi\u1ec7c ph\u00e1t tri\u1ec3n \u0111\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u d\u1ef1a tr\u00ean c\u00e1c y\u1ebfu t\u1ed1 li\u00ean quan nh\u01b0 ng\u01b0\u1eddi ti\u00eau d\u00f9ng v\u00e0 ngu\u1ed3n l\u1ef1c n\u1ed9i t\u1ea1i c\u1ee7a doanh nghi\u1ec7p.<\/p>\n\n\n\n

\u0110\u1ed1i v\u1edbi chi\u1ebfn tranh, chi\u1ebfn l\u01b0\u1ee3c c\u00f3 hai h\u00ecnh th\u00e1i \u0111\u01a1n gi\u1ea3n nh\u1ea5t: T\u1ea5n c\u00f4ng v\u00e0 Ph\u00f2ng th\u1ee7. T\u01b0\u01a1ng t\u1ef1 nh\u01b0 b\u00f3ng \u0111\u00e1, t\u01b0\u01a1ng t\u1ef1 nh\u01b0 quy\u1ec1n anh. C\u00f2n trong ti\u1ebfp th\u1ecb th\u00ec chi\u1ebfn l\u01b0\u1ee3c ph\u1ee9c t\u1ea1p h\u01a1n m\u1ed9t ch\u00fat khi hai t\u00e1c gi\u1ea3 \u0111\u01b0a ra b\u1ed1n h\u00ecnh th\u00e1i chi\u1ebfn l\u01b0\u1ee3c bao g\u1ed3m: T\u1ea5n c\u00f4ng, Ph\u00f2ng th\u1ee7, M\u1ea1n S\u01b0\u1eddn v\u00e0 Du k\u00edch. V\u1eady th\u00ec trong chi\u1ebfn l\u01b0\u1ee3c chi\u1ebfn tranh trong qu\u1ea3n tr\u1ecb \u0111\u01b0\u01a1ng \u0111\u1ea1i c\u00f3 nh\u1eefng h\u00ecnh th\u00e1i n\u00e0o? Tr\u01b0\u1edbc ti\u00ean ch\u00fang ta c\u00f9ng nhau xem qua m\u1ed9t \u0111i\u1ec3n c\u1ee9u th\u00fa v\u1ecb t\u1ea1i Vi\u1ec7t Nam \u0111\u00f3 l\u00e0 th\u1ecb tr\u01b0\u1eddng bia.<\/p>\n\n\n\n

Chi\u1ebfn l\u01b0\u1ee3c c\u1ee7a doanh nghi\u1ec7p trong th\u1ecb tr\u01b0\u1eddng bia Vi\u1ec7t<\/strong><\/p>\n\n\n\n

Tr\u00e1i ng\u01b0\u1ee3c v\u1edbi th\u1ecb tr\u01b0\u1eddng n\u01b0\u1edbc u\u1ed1ng kh\u00e1 n\u0103ng \u0111\u1ed9ng v\u00e0 nhi\u1ec1u \u0111\u1ed5i m\u1edbi, \u0111\u1eb7c th\u00f9 ng\u00e0nh bia kh\u00e1 truy\u1ec1n th\u1ed1ng. V\u1edbi s\u1ea3n ph\u1ea9m kh\u00f4ng qu\u00e1 nhi\u1ec1u c\u1ea3i ti\u1ebfn v\u00e0 kh\u00e1c bi\u1ec7t, th\u1ecb tr\u01b0\u1eddng r\u1ed9ng nh\u01b0ng to\u00e0n nh\u1eefng \u201ctay ch\u01a1i\u201d l\u1edbn, c\u00e1c doanh nghi\u1ec7p trong ng\u00e0nh \u0111\u00e3 s\u1eed d\u1ee5ng chi\u1ebfn l\u01b0\u1ee3c nh\u01b0 th\u1ebf n\u00e0o \u0111\u1ec3 c\u1ea1nh tranh nhau? \u0110\u1ec3 hi\u1ec3u l\u00fd do \u0111\u1eb1ng sau nh\u1eefng quy\u1ebft \u0111\u1ecbnh h\u1ecd, tr\u01b0\u1edbc h\u1ebft ch\u00fang ta c\u1ea7n \u0111i\u1ec3m qua m\u1ed9t s\u1ed1 \u0111\u1eb7c t\u00ednh c\u1ee7a th\u1ecb tr\u01b0\u1eddng.<\/p>\n\n\n\n

Ba \u0111\u1eb7c \u0111i\u1ec3m th\u1ecb tr\u01b0\u1eddng bia Vi\u1ec7t<\/strong><\/p>\n\n\n\n

\u0110\u1ea7u ti\u00ean, bia l\u00e0 m\u1ed9t th\u1ecb tr\u01b0\u1eddng kh\u00e1 l\u1edbn t\u1ea1i Vi\u1ec7t Nam, v\u1edbi l\u01b0\u1ee3ng ti\u00eau th\u1ee5 b\u00ecnh qu\u00e2n \u0111\u1ea7u ng\u01b0\u1eddi \u0111\u1ea1t x\u1ea5p x\u1ec9 44,1 l\u00edt v\u00e0o n\u0103m 2018, theo Statista. Tuy v\u1eady, t\u1eeb l\u00e2u ng\u00e0nh bia kh\u00f4ng c\u00f3 nhi\u1ec1u doanh nghi\u1ec7p m\u1edbi tham gia v\u00e0o. C\u00e1c tay ch\u01a1i l\u1edbn nh\u01b0 Sabeco, Habeco, Carlsberg v\u00e0 Heineken \u0111\u00e3 th\u1ed1ng l\u0129nh \u0111\u1ebfn 90% th\u1ecb tr\u01b0\u1eddng.<\/p>\n\n\n\n

Th\u1ee9 hai l\u00e0 c\u00e1c s\u1ea3n ph\u1ea9m bia c\u00f3 s\u1ef1 ph\u00e2n chia r\u00f5 r\u00e0ng gi\u1eefa th\u01b0\u01a1ng hi\u1ec7u ngo\u1ea1i v\u00e0 n\u1ed9i \u0111\u1ecba. C\u00e1c s\u1ea3n ph\u1ea9m bia ngo\u1ea1i kh\u00e1 \u0111\u01b0\u1ee3c \u01b0a chu\u1ed9ng t\u1ea1i c\u00e1c th\u00e0nh ph\u1ed1 l\u1edbn, nh\u01b0ng t\u1ea1i m\u1ed9t s\u1ed1 \u0111\u1ecba ph\u01b0\u01a1ng nh\u01b0 Hu\u1ebf th\u00ec c\u00e1c s\u1ea3n ph\u1ea9m bia n\u1ed9i (Huda ch\u1eb3ng h\u1ea1n) v\u1eabn chi\u1ebfm \u0111\u01b0\u1ee3c \u01b0u th\u1ebf.<\/p>\n\n\n\n

Th\u1ee9 ba, tr\u00ean quan \u0111i\u1ec3m c\u1ee7a t\u00f4i, bia l\u00e0 m\u1ed9t ng\u00e0nh kh\u00e1 truy\u1ec1n th\u1ed1ng v\u00e0 c\u00f3 \u00edt kh\u00f4ng gian cho s\u1ef1 \u0111\u1ed5i m\u1edbi. \u0110i\u1ec1u n\u00e0y mang \u0111\u1ebfn nh\u1eefng h\u1ea1n ch\u1ebf trong vi\u1ec7c x\u00e2y d\u1ef1ng chi\u1ebfn l\u01b0\u1ee3c mang t\u00ednh s\u00e1ng t\u1ea1o cao trong th\u1ecb tr\u01b0\u1eddng n\u00e0y.<\/p>\n\n\n

\n
\"\"
Th\u1ecb tr\u01b0\u1eddng bia r\u1ed9ng nh\u01b0ng to\u00e0n nh\u1eefng \u201ctay ch\u01a1i\u201d l\u1edbn<\/figcaption><\/figure>\n<\/div>\n\n\n

C\u00e1c ph\u00e2n kh\u00fac ch\u00ednh c\u1ee7a ng\u00e0nh h\u00e0ng<\/strong><\/p>\n\n\n\n

Ph\u00e2n kh\u00fac cao c\u1ea5p \u0111\u01b0\u1ee3c chi\u1ebfm \u0111\u00f3ng b\u1edfi c\u00e1c th\u01b0\u01a1ng hi\u1ec7u nh\u01b0 Heineken, Budweiser v\u00e0 g\u1ea7n \u0111\u00e2y l\u00e0 Sapporo \u0111\u1ebfn t\u1eeb Nh\u1eadt B\u1ea3n. C\u00f2n ph\u00e2n kh\u00fac t\u1ea7m trung th\u00ec c\u00f3 s\u1ea3n ph\u1ea9m bia Tiger. \u0110\u00e2y \u0111\u1ec1u l\u00e0 c\u00e1c th\u01b0\u01a1ng hi\u1ec7u qu\u1ed1c t\u1ebf \u0111\u00e3 kh\u00e1 quen thu\u1ed9c v\u1edbi ng\u01b0\u1eddi ti\u00eau d\u00f9ng Vi\u1ec7t. \u0110\u1ec3 c\u1ea1nh tranh v\u1ec1 th\u1ecb ph\u1ea7n, c\u00e1c th\u01b0\u01a1ng hi\u1ec7u n\u00e0y th\u01b0\u1eddng \u00e1p d\u1ee5ng chi\u1ebfn l\u01b0\u1ee3c t\u1ea5n c\u00f4ng tr\u1ef1c ti\u1ebfp t\u1ea1i h\u1ea7u h\u1ebft c\u00e1c k\u00eanh truy\u1ec1n th\u00f4ng c\u0169ng nh\u01b0 \u0111i\u1ec3m b\u00e1n. Cu\u1ed9c chi\u1ebfn n\u00e0y, theo t\u00f4i, ph\u1ea7n nhi\u1ec1u s\u1ebd l\u00e0 cu\u1ed9c chi\u1ebfn v\u1ec1 ng\u00e2n s\u00e1ch, c\u0169ng nh\u01b0 l\u00e0 \u0111\u1ed9 nhanh nh\u1ea1y. \u0110\u00e2y l\u00e0 nh\u1eefng v\u00ed d\u1ee5 minh ho\u1ea1 r\u00f5 r\u00e0ng nh\u1ea5t c\u1ee7a chi\u1ebfn l\u01b0\u1ee3c t\u1ea5n c\u00f4ng tr\u1ef1c di\u1ec7n c\u1ee7a c\u00e1c nh\u00e3n h\u00e0ng m\u1edbi v\u00e0 chi\u1ebfn l\u01b0\u1ee3c tr\u1ea5n th\u1ee7 c\u1ee7a nh\u1eefng nh\u00e3n h\u00e3ng l\u00e2u \u0111\u1eddi.<\/p>\n\n\n\n

B\u00ean c\u1ea1nh nh\u1eefng th\u01b0\u01a1ng hi\u1ec7u ngo\u1ea1i v\u00f4 c\u00f9ng ph\u1ed5 bi\u1ebfn v\u00e0 \u0111\u01b0\u1ee3c ti\u00eau th\u1ee5 r\u1ed9ng r\u00e3i, c\u00f2n c\u00f3 nh\u1eefng ph\u00e2n ng\u1ea1ch v\u1ec1 \u0111\u1ecba l\u00fd m\u00e0 t\u1ea1i \u0111\u00f3 s\u1ea3n ph\u1ea9m n\u1ed9i \u0111\u1ecba v\u1eabn \u0111\u01b0\u1ee3c \u01b0a chu\u1ed9ng v\u00e0 \u0111\u01b0\u1ee3c \u00e1p d\u1ee5ng chi\u1ebfn l\u01b0\u1ee3c ph\u00f2ng th\u1ee7 ch\u1eafc ch\u1eafn. Ch\u1eb3ng h\u1ea1n nh\u01b0 t\u1ea1i th\u1ecb tr\u01b0\u1eddng Hu\u1ebf, bia Huda g\u1ea7n nh\u01b0 chi\u1ebfm tr\u1ecdn v\u1eb9n th\u1ecb tr\u01b0\u1eddng, v\u00e0 kh\u00f4ng c\u00f2n nhi\u1ec1u c\u01a1 h\u1ed9i cho th\u01b0\u01a1ng hi\u1ec7u ngo\u1ea1i x\u00e2m nh\u1eadp v\u00e0o. Tr\u1eeb vi\u1ec7c th\u00f4ng qua mua b\u00e1n v\u00e0 s\u00e1p nh\u1eadp, nh\u01b0 c\u00e1ch th\u1ee9c m\u00e0 \u00f4ng l\u1edbn Carlsberg mua l\u1ea1i Huda nh\u1eb1m d\u1ea7n th\u00e2u t\u00f3m to\u00e0n b\u1ed9 th\u1ecb tr\u01b0\u1eddng bia mi\u1ec1n Trung. \u0110\u00e2y c\u00f3 th\u1ec3 xem l\u00e0 m\u1ed9t minh ho\u1ea1 c\u1ee7a chi\u1ebfn l\u01b0\u1ee3c m\u1ea1n s\u01b0\u1eddn t\u1eeb h\u00e3ng bia Huda.<\/p>\n\n\n\n

\"\"
B\u1ea3ng qu\u1ea3ng c\u00e1o Bia Tiger t\u1ea1i C\u00f4ng vi\u00ean Ho\u00e0ng V\u0103n Th\u1ee5<\/figcaption><\/figure>\n\n\n\n

V\u1eady sau khi c\u00e1c nh\u00e3n h\u00e0ng l\u1edbn \u0111\u00e3 chinh ph\u1ee5c \u0111\u01b0\u1ee3c t\u1ea5t c\u1ea3 nh\u1eefng ng\u01b0\u1eddi c\u00f3 nhu c\u1ea7u u\u1ed1ng bia, th\u00ec \u0111\u00e2u l\u00e0 c\u01a1 h\u1ed9i cho c\u00e1c c\u00f4ng ty m\u1edbi, \u0111\u1ecbnh v\u1ecb m\u1edbi? G\u1ea7n \u0111\u00e2y, c\u00e1c doanh nghi\u1ec7p \u0111\u00e3 c\u00f3 s\u1ef1 thay \u0111\u1ed5i v\u1ec1 m\u1eb7t chi\u1ebfn l\u01b0\u1ee3c, kh\u00f4ng c\u00f2n \u0111\u1ed1i \u0111\u1ea7u qu\u00e1 kh\u1ed1c li\u1ec7t tr\u00ean th\u1ecb tr\u01b0\u1eddng nh\u1eefng ng\u01b0\u1eddi u\u1ed1ng bia truy\u1ec1n th\u1ed1ng m\u00e0 d\u1ea7n chuy\u1ec3n d\u1ecbch h\u01b0\u1edbng \u0111\u1ebfn c\u00e1c \u0111\u1ed1i t\u01b0\u1ee3ng tr\u1ebb h\u01a1n. Nh\u00f3m n\u00e0y c\u00f3 t\u00e2m l\u00fd v\u00e0 h\u00e0nh vi ti\u00eau th\u1ee5 kh\u00e1 kh\u00e1c bi\u1ec7t, h\u1ecd kh\u00f4ng u\u1ed1ng bia \u0111\u1ec3 say v\u00e0 c\u0169ng kh\u00f4ng c\u00f3 nhu c\u1ea7u nh\u1eadu nh\u1eb9t k\u00e9o d\u00e0i. Ng\u01b0\u1eddi tr\u1ebb mu\u1ed1n th\u01b0\u1edfng th\u1ee9c bia nh\u01b0 m\u1ed9t h\u00ecnh th\u1ee9c gi\u1ea3i tr\u00ed gi\u00fap cho cu\u1ed9c vui th\u00eam ph\u1ea7n th\u00fa v\u1ecb h\u01a1n. T\u1eeb l\u00fd do n\u00e0y, kh\u00e1i ni\u1ec7m bia nh\u1eb9 ra \u0111\u1eddi \u2013 v\u1edbi n\u1ed3ng \u0111\u1ed9 c\u1ed3n th\u1ea5p h\u01a1n, h\u1ea1n ch\u1ebf c\u1ea3m gi\u00e1c say \u2013 \u0111\u00e3 g\u1eb7t h\u00e1i \u0111\u01b0\u1ee3c th\u00e0nh c\u00f4ng nh\u1ea5t \u0111\u1ecbnh. Hi\u1ec7n d\u00f2ng s\u1ea3n ph\u1ea9m n\u00e0y \u0111\u1ea1t m\u1ee9c t\u0103ng tr\u01b0\u1edfng kh\u00e1 t\u1ed1t v\u1edbi s\u1ef1 tham gia c\u1ee7a Tiger Silver, Heineken Silver v\u00e0 Bud Light. Nh\u00ecn t\u1eeb g\u00f3c \u0111\u1ed9 n\u00e0y \u0111\u00e2y c\u00f3 th\u1ec3 xem nh\u01b0 m\u1ed9t d\u1ea1ng chi\u1ebfn l\u01b0\u1ee3c v\u01b0\u1ee3t m\u1eb7t c\u1ee7a nh\u00e3n h\u00e0ng khi ph\u00e2n kh\u00fac bia nh\u1eb9 m\u1edbi \u0111\u01b0\u1ee3c khai sinh, khi kh\u00f4ng \u0111\u00e1nh v\u00e0o th\u1ecb tr\u01b0\u1eddng c\u0169 m\u00e0 m\u1ea1nh d\u1ea1n khai ph\u00e1 th\u1ecb tr\u01b0\u1eddng m\u1edbi v\u1edbi nhu c\u1ea7u m\u1edbi.<\/p>\n\n\n\n

C\u00f2n bia kh\u00f4ng c\u1ed3n, \u0111\u00e2y c\u00f3 ph\u1ea3i l\u00e0 m\u1ed9t trong nh\u1eefng \u0111\u1ed5i m\u1edbi s\u00e1ng t\u1ea1o s\u1ebd l\u00e0m chuy\u1ec3n d\u1ecbch th\u1ecb tr\u01b0\u1eddng bia hay kh\u00f4ng? Theo hi\u1ec3u bi\u1ebft c\u1ee7a t\u00f4i, d\u1ea1ng s\u1ea3n ph\u1ea9m n\u00e0y \u0111\u00e3 \u0111\u01b0\u1ee3c gi\u1edbi thi\u1ec7u t\u1eeb nh\u1eefng n\u0103m 90, v\u00e0 v\u1eabn t\u1ed3n t\u1ea1i m\u1ed9t khuy\u1ebft \u0111i\u1ec3m kh\u00e1 l\u1edbn l\u00e0 s\u1ef1 kh\u00e1c bi\u1ec7t v\u1ec1 h\u01b0\u01a1ng v\u1ecb so v\u1edbi c\u00e1c d\u00f2ng nguy\u00ean b\u1ea3n. Nh\u1eefng ng\u01b0\u1eddi th\u1eadt s\u1ef1 th\u00edch u\u1ed1ng bia th\u01b0\u1eddng kh\u00f4ng ch\u1ea5p nh\u1eadn s\u1ef1 thay \u0111\u1ed5i h\u01b0\u01a1ng v\u1ecb n\u00e0y. S\u1ea3n ph\u1ea9m bia kh\u00f4ng c\u1ed3n, tr\u00ean quan \u0111i\u1ec3m c\u00e1 nh\u00e2n, \u0111\u01b0\u1ee3c s\u1ea3n xu\u1ea5t ch\u1ec9 nh\u1eb1m h\u01b0\u1edbng \u0111\u1ebfn m\u1ed9t nh\u00f3m ng\u01b0\u1eddi v\u1eeba mu\u1ed1n tham gia giao th\u00f4ng v\u1eeba mu\u1ed1n u\u1ed1ng bia m\u00e0 th\u00f4i. Chi\u1ebfn l\u01b0\u1ee3c n\u00e0y c\u00f3 th\u00e0nh c\u00f4ng \u1edf Vi\u1ec7t Nam khi nh\u01b0ng lu\u1eadt l\u1ec7 an to\u00e0n giao th\u00f4ng \u0111\u01b0\u1ee3c si\u1ebft ch\u1eb7t bu\u00f4c ng\u01b0\u1eddi ti\u00eau d\u00f9ng ph\u1ea3i l\u1ef1a ch\u1ecdn nh\u1eefng s\u1ea3n ph\u1ea9m thay th\u1ebf kh\u00f4ng c\u1ed3n s\u1ebd l\u00e0 m\u1ed9t c\u00e2u h\u1ecfi th\u00fa v\u1ecb cho l\u1ed9 tr\u00ecnh chuy\u1ec3n ho\u00e1 c\u1ee7a ng\u00e0nh bia trong th\u1eddi gian t\u1edbi.<\/p>\n\n\n\n

Chi\u1ebfn l\u01b0\u1ee3c c\u1ea1nh tranh c\u1ee7a t\u1eadp \u0111o\u00e0n SABECO<\/strong><\/p>\n\n\n\n

V\u1eady v\u1edbi m\u1ed9t nh\u00e3n h\u00e0ng l\u00e2u \u0111\u1eddi nh\u01b0ng m\u1edbi \u0111\u01b0\u1ee3c s\u00e1t nh\u1eadp v\u00e0 ti\u1ebfp th\u00eam ngu\u1ed3n l\u1ef1c nh\u01b0 Sabeco th\u00ec \u0111\u00e2u s\u1ebd l\u00e0 l\u1ef1a ch\u1ecdn chi\u1ebfn l\u01b0\u1ee3c ph\u00f9 h\u1ee3p cho h\u1ecd? Theo quan s\u00e1t v\u00e0 nh\u1eadn \u0111\u1ecbnh c\u1ee7a t\u00f4i, SABECO \u0111ang \u00e1p d\u1ee5ng chi\u1ebfn l\u01b0\u1ee3c t\u1ea5n c\u00f4ng bao ph\u1ee7 tr\u00ean t\u1ea5t c\u1ea3 c\u00e1c m\u1eb7t tr\u1eadn v\u00e0 ph\u00e2n kh\u00fac s\u1ea3n ph\u1ea9m, tuy\u00ean chi\u1ebfn tr\u1ef1c ti\u1ebfp v\u1edbi c\u00e1c th\u01b0\u01a1ng hi\u1ec7u ngo\u1ea1i nh\u01b0 Heineken v\u00e0 Tiger.<\/p>\n\n\n

\n
\"\"
SABECO t\u00e1i c\u1ea5u tr\u00fac th\u01b0\u01a1ng hi\u1ec7u v\u00e0 ra m\u1eaft b\u1ed9 nh\u1eadn di\u1ec7n, bao b\u00ec m\u1edbi cho s\u1ea3n ph\u1ea9m Bia S\u00e0i G\u00f2n<\/figcaption><\/figure>\n<\/div>\n\n\n

Sau khi nh\u1eadn \u0111\u01b0\u1ee3c s\u1ef1 \u0111\u1ea7u t\u01b0 c\u1ee7a t\u1eadp \u0111o\u00e0n ThaiBev, SABECO \u0111\u00e3 t\u00e1i c\u1ea5u tr\u00fac th\u01b0\u01a1ng hi\u1ec7u v\u00e0 ra m\u1eaft b\u1ed9 nh\u1eadn di\u1ec7n, bao b\u00ec m\u1edbi cho s\u1ea3n ph\u1ea9m Bia S\u00e0i G\u00f2n. H\u00ecnh \u1ea3nh con r\u1ed3ng Ch\u00e2u \u00c1 \u0111\u01b0\u1ee3c l\u00e0m \u0111\u1eadm n\u00e9t tr\u00ean v\u1ecf lon nh\u01b0 m\u1ed9t s\u1ef1 \u0111\u1ed1i \u0111\u1ea7u tr\u1ef1c ti\u1ebfp v\u1edbi s\u1ea3n ph\u1ea9m bia Tiger trong ph\u00e2n kh\u00fac t\u1ea7m trung. B\u00ean c\u1ea1nh \u0111\u00f3, d\u00f2ng s\u1ea3n ph\u1ea9m bia 333 c\u0169ng \u0111\u01b0\u1ee3c thay \u0111\u1ed5i h\u00ecnh \u1ea3nh ch\u1ec9n chu h\u01a1n nh\u1eafm \u0111\u1ebfn c\u00e1c th\u1ecb tr\u01b0\u1eddng xu\u1ea5t kh\u1ea9u. Trong ph\u00e2n kh\u00fac bia nh\u1eb9, SABECO c\u0169ng cho ra m\u1eaft s\u1ea3n ph\u1ea9m Bia S\u00e0i G\u00f2n Chill \u0111\u01b0\u1ee3c s\u1ea3n xu\u1ea5t v\u1edbi k\u1ef9 thu\u1eadt l\u1ecdc bia l\u1ea1nh s\u00e2u \u1edf -2oC, vi\u1ec7c n\u00e0y nh\u1eb1m gi\u1eef nguy\u00ean v\u1eb9n h\u01a1n h\u01b0\u01a1ng v\u1ecb nguy\u00ean b\u1ea3n c\u1ee7a bia so v\u1edbi c\u00e1c d\u00f2ng s\u1ea3n ph\u1ea9m kh\u00e1c tr\u00ean th\u1ecb tr\u01b0\u1eddng.<\/p>\n\n\n\n

T\u00f4i \u0111\u00e1nh gi\u00e1 \u0111\u00e2y l\u00e0 m\u1ed9t chi\u1ebfn l\u01b0\u1ee3c t\u00e1o b\u1ea1o nh\u1eb1m gi\u00e0nh l\u1ea1i th\u1ecb tr\u01b0\u1eddng bia n\u1ed9i \u0111\u1ecba, nh\u01b0ng vi\u1ec7c n\u00e0y \u0111\u00f2i h\u1ecfi nhi\u1ec1u s\u1ef1 cam k\u1ebft t\u1eeb ph\u00eda SABECO l\u1eabn t\u1eadp \u0111o\u00e0n ThaiBev. L\u00fd do m\u00e0 h\u1ecd t\u1ef1 tin l\u1ef1a ch\u1ecdn con \u0111\u01b0\u1eddng n\u00e0y, t\u00f4i cho r\u1eb1ng l\u00e0 nh\u1edd ngu\u1ed3n \u0111\u1ea7u t\u01b0 d\u1ed3i d\u00e0o v\u00e0 s\u1ef1 am hi\u1ec3u c\u1ee7a m\u1ed9t doanh nghi\u1ec7p bia l\u00e2u n\u0103m tr\u00ean th\u1ecb tr\u01b0\u1eddng. C\u00f3 th\u1ec3 th\u1ea5y ngay c\u1ea3 khi nh\u1eefng th\u01b0\u01a1ng hi\u1ec7u to\u00e0n c\u1ea7u x\u00e2m nh\u1eadp v\u00e0o Vi\u1ec7t Nam, c\u00e1c s\u1ea3n ph\u1ea9m bia n\u1ed9i nh\u01b0 Huda v\u1eabn chi\u1ebfm \u0111\u01b0\u1ee3c m\u1ed9t th\u1ecb ph\u1ea7n nh\u1ea5t \u0111\u1ecbnh c\u1ee7a nh\u1eefng ng\u01b0\u1eddi d\u00f9ng \u0111\u1ecba ph\u01b0\u01a1ng trung th\u00e0nh. Nh\u01b0ng b\u1ea3n th\u00e2n Bia S\u00e0i G\u00f2n c\u00f3 nhi\u1ec1u tham v\u1ecdng h\u01a1n th\u1ebf, h\u1ecd \u0111\u00e3 \u00e1p d\u1ee5ng chi\u1ebfn l\u01b0\u1ee3c t\u1ea5n c\u00f4ng bao ph\u1ee7 nh\u1eb1m gi\u00e0nh l\u1ea1i th\u1ecb tr\u01b0\u1eddng bia trong n\u01b0\u1edbc, v\u00e0 t\u00f4i hy v\u1ecdng h\u1ecd s\u1ebd th\u1ef1c hi\u1ec7n \u0111\u01b0\u1ee3c \u0111i\u1ec1u n\u00e0y.<\/p>\n\n\n\n

T\u00ednh \u1ee9ng d\u1ee5ng c\u1ee7a chi\u1ebfn l\u01b0\u1ee3c chi\u1ebfn tranh trong ti\u1ebfp th\u1ecb \u0111\u01b0\u01a1ng \u0111\u1ea1i<\/strong><\/p>\n\n\n\n

Th\u00f4ng qua \u0111i\u1ec3n c\u1ee9u ng\u00e0nh bia v\u00e0 c\u00e1c v\u1ecb d\u1ee5 n\u1ebfu tr\u00ean ch\u00fang ta c\u00f3 th\u1ec3 th\u1ea5y c\u00f3 r\u1ea5t nhi\u1ec1u \u0111i\u1ec3m t\u01b0\u01a1ng \u0111\u1ed3ng v\u1ec1 nguy\u00ean t\u1eafc c\u1ee7a chi\u1ebfn l\u01b0\u1ee3c gi\u1eefa chi\u1ebfn tranh v\u00e0 ti\u1ebfp th\u1ecb\u00a0 \u0111\u1ea1i. Qua th\u1eddi gian t\u00ecm t\u00f2i nghi\u00ean c\u1ee9u v\u00e0 \u0111\u1ed1i chi\u1ebfu c\u00e1c ngu\u1ed3n t\u00e0i li\u1ec7u, t\u00f4i c\u00f3 r\u00fat ra \u0111\u01b0\u1ee3c m\u01b0\u1eddi l\u1ef1a ch\u1ecdn c\u01a1 b\u1ea3n cho chi\u1ebfn l\u01b0\u1ee3c doanh nghi\u1ec7p nh\u01b0 sau:<\/p>\n\n\n\n

1. Ph\u00f2ng th\u1ee7<\/p>\n\n\n\n

    \n
  • Ph\u00f2ng th\u1ee7 tr\u1ea5n th\u1ee7 (Positioning Defense)<\/li>\n\n\n\n
  • Ph\u00f2ng th\u1ee7 r\u00fat lui (Contraction Defense)<\/li>\n\n\n\n
  • Ph\u00f2ng th\u1ee7 ph\u1ea3n c\u00f4ng (Counter-offensive Defense)<\/li>\n\n\n\n
  • Ph\u00f2ng ng\u1ef1 ph\u1ee7 \u0111\u1ea7u (Preemptive Defense)<\/li>\n\n\n\n
  • Ph\u00f2ng ng\u1ef1 linh \u0111\u1ed9ng (Mobile Defense)<\/li>\n<\/ul>\n\n\n\n

    2. T\u1ea5n c\u00f4ng<\/p>\n\n\n\n

      \n
    • T\u1ea5n c\u00f4ng tr\u1ef1c di\u1ec7n (Frontal Attack)<\/li>\n\n\n\n
    • T\u1ea5n c\u00f4ng m\u1ea1n s\u01b0\u1eddn (Flanking Attack)<\/li>\n\n\n\n
    • T\u1ea5n c\u00f4ng du k\u00edch (Guerilla Attack)<\/li>\n\n\n\n
    • T\u1ea5n c\u00f4ng bao v\u00e2y (Encirclement Attack)<\/li>\n\n\n\n
    • T\u1ea5n c\u00f4ng v\u01b0\u1ee3t m\u1eb7t (Bypass Attack)<\/li>\n<\/ul>\n\n\n\n

      N\u1ebfu \u0111\u1ed9c gi\u1ea3 quan t\u00e2m, t\u00f4i xin ph\u00e9p \u0111\u01b0\u1ee3c ti\u1ebfp n\u1ed1i chu\u1ed7i b\u00e0i Chi\u1ebfn Tranh V\u00e0 Ti\u1ebfp Th\u1ecb trong nh\u1eefng ph\u1ea7n sau \u0111\u1ec3 gi\u1ea3i th\u00edch chi ti\u1ebft h\u01a1n cho m\u01b0\u1eddi l\u1ef1a ch\u1ecdn chi\u1ebfn l\u01b0\u1ee3c g\u1ed1c n\u00e0y b\u1eb1ng nh\u1eefng minh ho\u1ea1 v\u00e0 v\u00ed d\u1ee5 c\u1ee5 th\u1ec3.<\/p>\n\n\n\n

      H\u1eb9n g\u1eb7p l\u1ea1i trong b\u00e0i vi\u1ebft sau,<\/p>\n\n\n\n

      Minh Minimal<\/p>\n","protected":false},"excerpt":{"rendered":"

      Chi\u1ebfn tranh \u0111\u00e3 xu\u1ea5t hi\u1ec7n h\u00e0ng ngh\u00ecn n\u0103m tr\u01b0\u1edbc, v\u00e0 nh\u1eefng giai tho\u1ea1i v\u1ec1 c\u00e1c cu\u1ed9c chi\u1ebfn trong l\u1ecbch s\u1eed nh\u00e2n lo\u1ea1i \u0111\u00e3 lu\u00f4n \u0111\u01b0\u1ee3c k\u1ec3, \u0111\u01b0\u1ee3c \u0111\u00fac k\u1ebft th\u00e0nh nh\u1eefng b\u00e0i h\u1ecdc v\u00e0 quy t\u1eafc cho c\u00e1c th\u1ebf h\u1ec7 sau. Vi\u1ec7c \u00e1p d\u1ee5ng nh\u1eefng quy t\u1eafc \u0111\u00f3 v\u00e0o ho\u1ea1t \u0111\u1ed9ng marketing, k\u1ebft h\u1ee3p c\u00f9ng […]<\/p>\n","protected":false},"author":3,"featured_media":1253,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[82],"tags":[],"class_list":["post-610","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-tiep-thi"],"_links":{"self":[{"href":"https:\/\/minimalmarketing.com\/index.php\/wp-json\/wp\/v2\/posts\/610","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/minimalmarketing.com\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/minimalmarketing.com\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/minimalmarketing.com\/index.php\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/minimalmarketing.com\/index.php\/wp-json\/wp\/v2\/comments?post=610"}],"version-history":[{"count":1,"href":"https:\/\/minimalmarketing.com\/index.php\/wp-json\/wp\/v2\/posts\/610\/revisions"}],"predecessor-version":[{"id":615,"href":"https:\/\/minimalmarketing.com\/index.php\/wp-json\/wp\/v2\/posts\/610\/revisions\/615"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/minimalmarketing.com\/index.php\/wp-json\/wp\/v2\/media\/1253"}],"wp:attachment":[{"href":"https:\/\/minimalmarketing.com\/index.php\/wp-json\/wp\/v2\/media?parent=610"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/minimalmarketing.com\/index.php\/wp-json\/wp\/v2\/categories?post=610"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/minimalmarketing.com\/index.php\/wp-json\/wp\/v2\/tags?post=610"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}