Xay dung thuong hieu

Tags: Manfred Lamy, gia tri su dung, cac san pham, cua cong ty, xuong san xuat, but viet, thuong hieu, xay dung, nghe thuat, noi tieng, Cua ong, hien, hang, nguoi, hinh


Xay dung thuong hieu
Dong but Lamy 2000.

Cach day hon 40 nam, tu mot xuong san xuat but viet cua cha ong de lai, Manfred Lamy da xay dung duoc mot doanh nghiep rat noi tieng voi nhung chiec but nhan hieu Lamy lung danh.

Lamy tro thanh mot trong nhung thuong hieu noi tieng nhat the gioi ve van phong pham. Hien nay o cac nuoc Tay Au, My, Nhat co toi hang chuc trieu, tham chi hang tram trieu nguoi su dung nhung chiec but viet nay.

Moi nam cong ty Lamy san xuat va tung ra thi truong hon 6 trieu chiec but viet khac nhau, chu yeu la cac loai but muc, but bi. Loai but Lamy re nhat dung cho hoc sinh cung co gia toi thieu 5-6 USD. Con phan lon cac loai but viet khac mang ten Lamy deu co gia tu vai chuc den hang tram do la My. Chi co moi san pham but viet ma doanh so ban hang cua cong ty Lamy dat toi hon 60 trieu dola My moi nam.

Cong ty Lamy duoc cha cua Manfred Lamy la Josef Lamy, da nhieu nam lam thue cho hang san xuat but viet noi tieng cua My la hang Paker, thanh lap tu nam 1930 tai Heidelberg.

Manfred Lamy nam nay vua dung 70 tuoi va da tiep quan cong ty Lamy cua cha ong nam 1962, luc moi 26 tuoi, vua moi bao ve xong tam bang tien si kinh te va cung vua moi cuoi vo. Luc nay cong ty Lamy cua cha ong dang o trong giai doan rat kho khan boi su canh tranh khoc liet tren thuong truong. Chang phai mat cong lau, ong tien si kinh te da nhan thay rat nhanh nguyen nhan quan trong dan den kho khan cua cong ty la van de thuong hieu.

Cai ten Lamy chang noi len dieu gi, khong ai biet den no vi don gian no chua phai la mot thuong hieu. Va day chinh la dieu ma Manfred Lamy day dut nhat. Ong quyet tam xay dung lai cong ty. Ong khong con muon chi san xuat ra nhung chiec but viet "no-name" re tien cho du chat luong cung khong den noi nao. Nhung chiec but muc va but bi do Lamy san xuat phai de lai mot dau an trong khach hang.

Neu khong hoan toan vuot troi so voi cac san pham cua nhung doi thu canh tranh thi chac chan no phai co gi do that khac biet. Do chinh la triet ly kinh doanh cua ong chu tre Manfred Lamy.

Design se lam tang gia tri su dung

Manfred Lamy da som nhan ra rang gia tri su dung cua cay but viet khong chi o moi cong dung viet. Ong cho rang voi nhung hinh thuc, kieu dang doc dao thi moi chiec but viet se duoc tang gia tri su dung dang ke. Chinh vi vay ma Manfred Lamy da rat quan tam toi viec dinh hinh kieu dang cho nhung cay but Lamy.

Gu thuong thuc nghe thuat cua ong theo truong phai hien dai, hinh thuc co ve don gian nhung an tuong boi su thanh thoat va manh me. Chinh vi vay, Manfred Lamy tim kiem cho nhung cay but muc hay but bi mot phong cach rieng mang dam dau an cua nghe thuat. Dich than Manfred Lamy tu di tim toi cac phong cach kieu dang ma ong dac biet “ket’ voi gu design cua nhung cong ty nhu Olivetti, Braun hay Citroen.

Roi Manfred Lamy gap duoc nha thiet ke Gerd Muller, nguoi da nhieu nam cong tac voi cong ty Braun va da cho ra doi rat nhieu san pham ma Manfred Lamy cho rang rat hop voi gu nghe thuat cua ong. Manfred Lamy va Muller da nhanh chong to ra rat tam hop y dau.

Nam 1966, kieu mau cua but viet Lamy 2000 do Muller thiet ke da ra doi. Su xuat hien cua Lamy 2000 ve mat design duoc coi la su thach do truyen thong cu, la mot cuoc cach mang nho trong thi truong cac san pham but viet cao cap. Khac voi cac loai but kinh dien da che ngu nhieu nam truoc do, Lamy 2000 khong he co vien vang hay nam vang. Manfred Lamy chi san xuat bang thep khong gi, loai tot nhat.

Diem dac biet nua la Lamy 2000 co kieu dang rat don gian nhu khong the don gian hon nua. Hinh dang chiec but dai hop ly the hien su manh me ma khong nang ne. Nhin ky, khi cam but len tay thi nguoi ta lai thay ro su sang trong cua cay but boi su tinh xao, hoan hao cua nguoi tho co khi da mai bong chiec vo but.

Dong but Lamy 2000 da chinh phuc nhanh chong thi truong cua nhung nguoi co thu nhap kha tro len. But Lamy voi nhung tinh nang hoan hao da den voi nhung nguoi thuong xuyen phai dung but, khong chi ky ten don thuan. Day chinh la mot thang loi rat lon cua but viet Lamy va ong chu Manfred Lamy. Ca mot serie cac san pham an theo Lamy da duoc ra doi nhu but bi, but chi, muc viet, ruot but bi...

Cho den nay, nam 2006, Manfred Lamy ky niem 40 nam ra doi cua dong but viet Lamy 2000 noi tieng, nhung loai but nay khong he bi lac hau va da ban duoc hon 2 trieu chiec tu khi xuat hien lan dau tien.

Triet ly ve thuong hieu cua Manfred Lamy rat hien dai. Theo ong thuong hieu khong chi nam o moi san pham ma nam o ca cong ty, o co so san xuat, o tung cong doan, cong nghe quy trinh san xuat. De co duoc mot thuong hieu but viet Lamy, Manfred Lamy da phai day cong va rat ti mi xay dung, thuc hien mot chien luoc thuong hieu rat bai ban va ca ton kem.

Xay dung thuong hieu khong chi o san pham

Hinh anh cua thuong hieu cua Lamy phai duoc the hien truoc het ca o phong cach hinh dang cua toa nha cong ty Lamy. Hon the nua, noi that, trang tri ben trong cua cong ty phai mang phong cach rat dac thu rieng nham ton len gia tri cua ca thuong hieu Lamy.

Va day lai chinh la mot dieu dem lai thanh cong cho Lamy. Ong chu Manfred Lamy da nhieu lan khang dinh van de design khong chi can thiet cho moi san pham ma con cho tat ca cac bo phan can thiet di theo no. Chinh vi vay, khach hang nao cung an tuong khi nhin thay nhung vo hop but, bao bi, to roi quang cao cua Lamy cung mang phong cach rat “Vi nghe thuat” cua ong chu Manfred Lamy.

Tat ca moi khach den tham cong ty deu rat ngac nhien va thu vi nhu khi tham quan mot nha bao tang nghe thuat nho. Nhung chiec ghe ngoi cua 4.000 nhan vien, ke ca ghe trong nha an trua deu la loai ghe design, duoc thiet ke va san xuat rieng theo don dat hang. Su bo tri hoan hao va cong phu anh sang, he thong den, cac buc tranh nghe thuat treo rat nhieu noi da chung minh quan diem xay dung thuong hieu mang dam tinh nghe thuat cua ong chu Manfred Lamy.

Khong chi co moi minh Manfred Lamy ma tat ca cac nhan vien cua ong deu rat tu hao ve cong ty, tu hao ve hinh anh the hien cung nhu cac gia tri cua cong ty. Do chinh la thuong hieu, la cach ma Manfred Lamy da xay dung rat thanh cong thuong hieu cho minh va cac san pham but viet Lamy lung danh cua ong.

San pham cua Lamy luon duoc hoan thien theo moi nhu cau cua khach hang. Cong nghe san xuat but ngay cang hien dai hon, san pham cang tot va tinh xao hon. Tu la thep khong gi de tro thanh chiec vo but may Lamy noi tieng phai trai qua 20 cong doan san xuat khac nhau truoc khi duoc mai giua, danh bong ti mi bang tay.

Manfred Lamy dac biet chu y cai tien cac loai muc viet, muc but bi sao cho tot nhat, phu hop nhat voi nhu cau su dung. Chi la but viet thoi nhung Manfred Lamy co toi hon 300 dau mat hang khac nhau, cung cap but viet va phu kien kem theo tai thi truong cua hon 60 nuoc tren the gioi.

Sau hon 40 nam lam viec miet mai va xay dung duoc mot thuong hieu lon cho mot san pham nho, Manfred Lamy quyet dinh se thoi lam Tong Giam doc dieu hanh cong ty Lamy. Nguoi ke tuc xung dang la Berndard Roesner, mot chuyen gia marketing dong thoi co nhung quan diem rat hop voi van hoa Lamy va gu nghe thuat cua ong chu. Cong ty Lamy van thuoc hoan toan ve gia dinh Lamy do ong lam Chu tich Hoi dong Quan tri.

(Theo Dien Dan Doanh Nghiep)

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Tìm hiểu: Manfred Lamy, gia tri su dung, cac san pham, cua cong ty, xuong san xuat, but viet, thuong hieu, xay dung, nghe thuat, noi tieng, Cua ong, hien, hang, nguoi, hinh

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