品牌管理——目标顾客群零售模式.ppt

“出发点”决定了 基于供应链的“渠道关系” 品牌管理的关键是以消费者为出发点 供应商与零售商的合作也是以顾客/消费 者为出发点 品牌管理 目标顾客群零售模式 天马行空官方博客：/tmxk_docin ；QQ:1318241189；QQ群：175569632 SHOPPER FOCUSED RETAILING 目标顾客群零售模式目标顾客群零售模式 Shopper Focused Retailing will become the industry standard business practice The focus of retailers: switch from “building transactions“ to “building loyalty“ using market leading brands. Shoppers will make their outlet loyalty choices based on retailer overall brand positioning statements versus solely retail price. Shopper satisfaction results for key retail customers will increase significantly as core shopper needs are identified and retailer business models are developed to meet these core shopper needs. It changes the focus of retailing from providing products in categories to solutions and services Its about managing Consumer Segments, not Categories and match categories to meet their needs Retailers who have embraced the “shopper focused“ concepts of Shopper Focused Retailing will be rewarded with record volume and market share results. SFR is a business process, a Pull-process starting from Shopper, it shifts from category focus to Overall Business Model focus. 业务流程 + “拉动” + 以顾客为出发点 + 全面生意模型 All SFR work will be prioritized by the Consumers Hierarchy of needs and will start with focusing the customer on the target shopper SFR Overall MethodsSFR Overall Methods 整体模型 Identify target shopper 确定目标顾客群 Understand target shoppers needs 了解目标顾客群需求 Create a value proposition around the target shoppers- Store equity 围绕目标客群创造价值命题(独特的) Quality & Reliability 质量及可靠性 Convenience 方便 Value 价值 Control 控制 Choice 选择 Basic needs (Price of entry) 基本需求 Secondary needs (differentiation) Enhancement (loyalty, increased usage) Social acceptance (how others judge you) Personal accomplishment/empowerment (how you judge yourself) Self aspiration (what you can become) Identify Target Shoppers Needs 确定目标顾客群的需求 HIERARCHY OF NEEDS (需求层级) 战略决策 Strategic Decisions 战术决策 Tactical Decisions Define Segments Within Each Shopper Offering Determine Overall Role For Shopper Offering Shopper Offering Segment Assessment Define Target Objective/Measures Define Shopper Offering Tactics SFR 八步过程 Identify Target Household 确定目标顾客群 Establish Core Competency 构建核心竞争力 Define Value Propositions 定义并传达价值命题 Create Shopper Offering 围绕顾客群创建商品组合 Establish Corporate Roles, Tactics, Measures 确定总体角色, 策略, 衡量标准 Shopper Offering Assessment 评估商品组合 Create Shopper Offering Business Plan 创立商品组合的业务发展计划 Assess Shopper Value Proposition Effectiveness 定期评估价值命题的有效性 1 2 3 4 5 6 7 8 Shopper Focused Retailing Process Identify Target Household 1 Establish Core Competency 2 Define Value Propositions 3 Create Shopper Offering 4 Establish Corporate Roles, Tactics, Measures 5 Shopper Offering Assessment 6 Create Shopper Offering Business Plan 7 Assess Shopper Value Proposition Effectiveness 8 1 - Identify Target Household “确定目标顾客群” Identify Target Household 1 Business Questions Who are my target households? What are their needs? Why is the target economically viable? Solutions / Tools Demographic, Lifestyle and Retailing Trends Focus Groups Current Shopper Profile & Profitability Statistical / Sociodemographic Data Available Transactional Data Demographic Segmentation Analysis Establish Core Competency 2 Define Value Propositions 3 Create Shopper Offering 4 Establish Corporate Roles, Tactics, Measures 5 Shopper Offering Assessment 6 Create Shopper Offering Business Plan 7 Assess Shopper Value Proposition Effectiveness 8 2 - Establish Core Competency “构建核心竞争力” 2 Business Questions What does/could XYZShop stand for? What does/could competition stand for? What Opportunities does this create for XYZShop? Solutions / Tools Quantitative Research Syndicated Data SWOT Analysis Focus Groups Establish Core Competency Define Value Propositions 3 Create Shopper Offering 4 Establish Corporate Roles, Tactics, Measures 5 Shopper Offering Assessment 6 Create Shopper Offering Business Plan 7 Assess Shopper Value Proposition Effectiveness 8 1 Identify Target Household 3 - Define Value Propositions “定义并传达价值命题” 3 Business Questions How do I want to describe myself to my target household? What Brand does best describe myself? What Tagline conveys my image best? Solutions / Tools Dissatisfier/Strength Analysis versus Key Competitor Consumer Hierarchy of Needs Concept Testing / Concept Lab Define Value Propositions Create Shopper Offering 4 Establish Corporate Roles, Tactics, Measures 5 Shopper Offering Assessment 6 Create Shopper Offering Business Plan 7 Assess Shopper Value Proposition Effectiveness 8 1 Identify Target Household Establish Core Competency 2 4 - Create Shopper Offering “围绕顾客群创建商品组合” 4 Business Questions What do shoppers think you are offering today? What can you offer based on shoppers needs? How do shoppers want to shop with you? Solutions / Tools Focus Groups Concept Testing / Concept Lab Create Shopper Offering Establish Corporate Roles, Tactics, Measures 5 Shopper Offering Assessment 6 Create Shopper Offering Business Plan 7 Assess Shopper Value Proposition Effectiveness 8 1 Identify Target Household Establish Core Competency 2 Define Value Propositions 3 5 - Establish Corporate Roles, Tactics, Measures “确定总体角色, 策略, 衡量标准” 5 Business Questions What Roles do you want to play with shoppers? What are the primary Tactics that will be used to achieve those roles? How will you measure your success? Solutions / Tools RTM Matrix Scorecard Establish Corporate Roles, Tactics, Measures Shopper Offering Assessment 6 Create Shopper Offering Business Plan 7 Assess Shopper Value Proposition Effectiveness 8 1 Identify Target Household Establish Core Competency 2 Define Value Propositions 3 Create Shopper Offering 4 6 - Shopper Offering Assessment “评估商品组合” 6 Business Questions What are the characteristics of important shopper offerings? Which offerings are most important to my target household? Which offerings are most important to you? Solutions / Tools SFR Model Product Categorization Research Assortment Principles Focus Group / Concept Testing Shopper Offering Assessment Create Shopper Offering Business Plan 7 Assess Shopper Value Proposition Effectiveness 8 1 Identify Target Household Establish Core Competency 2 Define Value Propositions 3 Create Shopper Offering 4 Establish Corporate Roles, Tactics, Measures 5 7 - Create Shopper Offering Business Plans “创立商品组合的业务发展计划” 7 Business Questions From a Shopper perspective, what segments and products are important? Which segments and products are important to you? Solutions / Tools Syndicated Data (ie. Share reports, Household Panel data) Transactional data Focus Groups / Concept Testing Create Shopper Offering Business Plan Assess Shopper Value Proposition Effectiveness 8 1 Identify Target Household Establish Core Competency 2 Define Value Propositions 3 Create Shopper Offering 4 Establish Corporate Roles, Tactics, Measures 5 Shopper Offering Assessment 6 8 - Assess Shopper Value Proposition Effectiveness “定期评估价值命题的有效性” 1 Business Questions How receptive are shoppers to the Business Model How satisfied are my customers? Solutions / Tools Customer satisfaction surveys Transactional data analysis (customer retention, basket size and composition, order frequency) Scorecard Assess Shopper Value Proposition Effectiveness Identify Target Household Establish Core Competency 2 Define Value Propositions 3 Create Shopper Offering 4 Establish Corporate Roles, Tactics, Measures 5 Shopper Offering Assessment 6 Create Shopper Offering Business Plan 7 8 1 - Identify Target Household 1 Identify Target Household Source: Nielsen Household Panel Germany 1998 What % of Households count for what % of Spendings? Launch Segmentation Model 1 PHH 2 PHH 3 PHH 4+ PHH Household Size 4,000 DM Household Income 1 - Identify Target Household Young families versus elderly or single consumers Higher basket size and higher frequency Buy products with higher margin Have more likely Internet access (allows Internet only model, which is significantly cheaper than mixed model) Elderly mainly by heavy/bulky products (lower profit) via CD and purchase products with higher margin in store (socializing) Easier to upsell with “high potential” target consumer Concept Testing: Concept appealed to 80% of target group - going outside the target, appeal goes down to 50% 1 Identify Target Household 1 - Identify Target Household Source: GfK Online Monitor February 1999 What is the current Online User profile? 1 Identify Target Household 1 - Identify Target Household Targeting is important to establish an economically viable offering . North America *1) Europe Konsum KF (Sweden) - 80% of shoppers are dual income families with 2.3 kids and average income at index 115 vs. national average *2) *1) Streamline Presentation at Institute of Directors (London) *2) Lebensmittelzeitung 19/3/99 1 Identify Target Household 2 - Establish Core Competency 2 Establish Core Competency Source: TPI/P&G Shopper Research Germany (n= 10,000) Are Existing Retailers Meeting The Most Important Shopper Expectations? Launch Analysis Model 2 - Establish Core Competency SWOT Approach Used to identify your strength & weaknesses to position your current operation What can you leverage in this environment which has proven with your customers What are the threads your competitors are expecting What are the weaknesses of your competitors that you can exploit? 2 Establish Core Competency 2 - Establish Core Competency Nationwide homedelivery Convenient shopping experience A personalized service Consumer doesnt need to have a car or transportation 24/7 opening hours STRENGTHS What Does XYZShop Excel At? OPPORTUNITIES What Could XYZShop Excel At? WEAKNESSES What Does The Competition Excel At? THREATS What Could The Competition Excel At? SWOT Template / Example Known brand name Variety of fresh products No delivery fee Known for care for environment Purchasing power & expertise (esp. fresh) Leverage the freshness advantage (Link consumer “direct to farm”) Much more targeted selection of superior quality products Offer products not available in local market Leverage gift-giving to retain/attract shoppers Use shopper database (shareholders & clients) to position offering against XYZShop Leverage loyalty programs to get better consumer understanding Leverage financial strength to subsidize CD offering 2 Establish Core Competency 3 - Define Value Propositions (Concept Development) 3 Define Value Propositions Source: DMA On-line Survey (n=354) What are the Benefits & Barriers of Shopping Online? 12 3 - Define Value Propositions (Concept Development) Source: St. Josephs University - Supermarket Business 2/97 Are perceptions of Consumer Direct different between users and non-users? Conclusion: Dramatic differences exist in perceptions of “non-users” versus realities of “users” 12 3 Define Value Propositions 3 - Define Value Propositions (Concept Development) 3 Quality Freshness of perishables quality of non -genetically altered meats, National brands 1 Economy Reasonable pricing for products and services Delivery Fee is No 1 barrier 2 Convenience Stress free alternatives to managing low involvement tasks Time savings and simplicity 3 Control Consumers want shopping to provide a positive, involving experience that they control 4 Choice Information that makes consumers feel that they make an informed, purchase decision proper choice 5 Importance Source: Market Research 1996-1999 CD Shopper: Hierarchy Of Needs 3 Define Value Propositions 3 - Define Value Propositions (Concept Development) Current Shopping Experience - XYZShop Current Shopping Experience - Bricks & Mortar Dissatisfiers / Strengths Analysis 3 Define Value Propositions 3 - Define Value Propositions (Concept Development) Concept Statements - Example I 12 3 Define Value Propositions Shopper Insight Reasons to Believe Shopper Benefit 3 - Define Value Propositions (Concept Development) - Shoppers feel like their lives are out of balance - Weekly errands are too time consuming, and unpleasant, but a necessary part of your routine - XYZShop will restore balance, as well as harmony to your life by eliminating the time that you currently spend running errands - This will reduce stress in your life - Broad assortment of products/services to eliminate weekly errands - Grocery store prices Concept Statements - Example II 12 3 Define Value Propositions 4 - Create Shopper Offering Source: EHI Handel Aktuell 1997 What are the spendings per category in a Supermarket? 4 Create Shopper Offering 4 - Create Shopper Offering Qualitative Research to define shopper offering Product / Services Today Products Consumer did not articulate Products Consumers thought you could offer Key Insights Different consumers will place product in different locations Same product in Multi-locations Higher level aggregation Focus Group Insights 4 Create Shopper Offering 4 - Create Shopper Offering Services Prepared Meals Meats/Deli Frozen Foods Dairy Produce Bakery Beverages Packaged Foods Household Personal Care Pet Care Baby Care Bath/Soap Cough/Cold Deodorant Dental Diet Aids Eye Care Feminine Care First Aid Foot Care Hair Care Nail Care Pain Relief Shaving Care Skin Care Stomach All Other Products Videos Dry Cleaning Film Processing Home/Health Postage / Parcel Shopper Offering Example 4 Create Shopper Offering 5 - Establish Corporate Roles, Tactics, Measures ONLY PROVIDER PRIMARY PROVIDER ONE/FEW PROVIDERS ONE/MANY PROVIDERS 100% of my purchases within this shopper offering come from XYZShop As the only provider of this shopper offering, XYZShop meets all of my needs, and therefore I do not need to ever look elsewhere XYZShop offers exactly what I want, each time I shop 85% of my purchases within this shopper offering come from XYZShop When I think of this shopper offering, XYZShop is the first place which comes to mind 65% of my purchases within this shopper offering come from XYZShop Though XYZShop is not the only place where I make purchases in this shopper offering, XYZShop is one of only a select few places where I actually buy. 50% of my purchases within this shopper offering come from XYZShop Though XYZShop