奥美SmithKline Beecham021.ppt

,ogilvyone worldwide,smithkline beecham,why are we here?,to show how customer relationship management can help you demonstrably build your business and how it can be proved. three issues . not all customer are equal only a small percentage of your consumers will provide you with your largest share of sales, and profit growth.,heavy,medm,light,non,users,62%,26%,38%,1%,0%,21%,% total uk adult population no. adults,% usage,analgesic category 15% of adults account for 62% of analgesics used,15%,37%,9.7m,17.7m,12m,6.9m,source: tgi claimed usage oct 97-sep 98,definitions heavy user; =4 times / wk =208 times / yr medium user; =4 times / mth =48 times / yr light user; = 4 times / yr.,why are we here?,knowledge driven communications your consumers know your brand. you must know about your most valuable consumers. giving control to you, not. creating active loyalty enhancing consumers personal sense of affinity, intimacy with, and commitment to, the brand will drive sales.,active loyalty builds sales and brands,two dimensional marketing,consumers needs satisfied,consumers reached,mass marketing,market share,market share vs share of customer,consumers needs satisfied,consumers reached,mass marketing,one to one marketing,share of customer,market share,brandz signature,q - what matters in this category? - how many other brands do you feel the same about? q - is it at a better price? - is it more popular? - do you think it works better than competitors? - does it appeal to you more than others? q - can it deliver? q - would you want to be seen using it? - is it the price bracket? - can it meet your needs? q - is the brand top of mind?,bonding,advantage,performance,relevance,presence,brand strengths & weaknesses relative to the category as a whole,general otc uk panadol brand signature,bonding advantage performance relevance presence base,-2 -8 -4 3 -4 (403),3,19,brand strengths & weaknesses relative to the category as a whole,2,general otc uk panadol brand signature,uk nurofen brand signature,bonding advantage performance relevance presence base,-2 -8 -4 3 -4 (403),10,3,(403),3,19,brand strengths & weaknesses relative to the category as a whole,2,general otc uk panadol brand signature,uk nurofen brand signature,bonding advantage performance relevance presence base,-2 -8 -4 3 -4,10,3,(403),(403),competitor,three track communication model,equity,competitor,targeted,heritage safety - efficacy,gi issue,consumers,customer prints,carer,long-term pain sufferer,identification,qualification,dialogue communication,evolutions & measurement,knowledge: where it all starts,key opportunities and potential value needs,managing consumer behaviour to drive sales/supporting key brand messages,ensuring the programme works and a continuous cycle of improvement,1,2,3,4,the 4 cornerstones: a continuous cycle improvement,consumer identification and qualification,the long term pain sufferer : osteo-arthritis,“surely, it is time to interact with people with osteoarthritis to try to find out what really matters to them. and to explore other types of intervention such as education, physical therapy, aids and shoes” professor paul dieppe, director of medical research councils health services research collaboration.,source: arthritis today,long term pain: oa suffer,to alleviate the fear about their future. to feel in control of their condition. to be able to talk to their family about their condition. written information about their condition. to share the psychological burden of suffering from osteo-arthritis. source: arthritis care & research april 1999,dialogue elements: adding value through understanding,dialogue elements: test opportunities,associated media: radio; sponsorship of the pollen counts/pollutions/humidity reports,mechanics : format news letter ongoing mailings magazine internet,associations: linking up with existing consumer associates i.e oa credibility existing helplines/advice line co-branding medical expert contributions,added value: pain tracker; enabling users to track/ keep a record of those painful moments, times for the pharmacist or doctor pill boxes; so that you never have to be without panadol. panadol fits into your life information; self help leaflets - stress, oa, asthma (co-branded/solus panadol (sb),dialogue process: activity by line,month1 identification : through purchase: pos, on pack, pharmacy through opportunity, association lists, sb etc qualification : potential and need month 2 first dialogue communication month 3 bounce back : to respondees (fulfilment against request) month 4 second dialogue communication month 5 bounce back : to respondees (fulfilment) month 6 measurement : respondees (1 and 2 and both) : non-respndees : control,measurement criteria process,primary: to measure effects on brand awareness and image to measure impact on sales and track behaviour changes secondary: evaluate motivations to respond/change behaviour evaluate message / incentive acceptance and effect (triggers) evaluate non-responder behaviour/effects (will still be positive!) methodology: telephone survey; 2 waves (month 3 and month 6) to: respondees non-respondees control groups this will provide both a mid-programme guide allowing improvements and post test results/measures of success,by consumer segment - carers - long-term pain sufferers,user,repertoire user,preferred advocate,customer journey: identifying the critical moments,brand equity / p