可口可乐-市场分析框架.ppt

THE P&G MARKETING FRAMEWORK,Lisa Hillenbrand,Leonora Polonsky,Marketing Knowledge & Innovation,Agenda,Framework Overview WHO: Targeting & Prime Prospecting WHAT: Creating strong Equities and Communication Strategies HOW: Developing winning Value Propositions and Marketing Plans Action steps,Workshop Purpose,Provide big picture view of marketing decisions/actions and how they fit together. Enhance capability in the job youre in today via: skill building/tools in the areas you are responsible for. an understanding of how your work relates to other decisions/activities on the Brand globally, regionally, and locally. Give all P&G marketers a strong foundation in each of the range of marketing areas you will likely work on during career.,3 Questions At The Cornerstone Of The Framework,HOW,WHAT,- Target - Prime Prospects,- Value Proposition - Marketing Plans,- Brand Equity - Communication Strategy,WHO,Assessing the landscape,Nicorette Case Study,Nicoderm CQ,It is Not/It is,IT IS an integrated view of proven and emerging /innovative tools an assessment tool, a guide for thinking, an opportunity to refocus on most critical strategic questions,IT IS NOT a black box to solve marketing problems , a formulaic answer, the latest trend report on breakthrough new marketing tools and flavor of the month,Development Approach,Marketing Knowledge & Innovation A User Council MDs of all GBUs/MDOs Agency Reps Focus groups and 1:1 with BMs / ABMs PRIDE leadership input Support from GBU heads / Presidents,Sleep Loss Questions,What about your Marketing Strategy and Plan is keeping you up at night?,HOW,WHAT,- target - prime prospects,- Value Proposition - Marketing Plans,- Brand Equity - Communication Strategy,WHO,P&G MARKETING FRAMEWORK,- Target - Prime Prospects,Assessing the landscape,Assessing the landscape,P&G MARKETING FRAMEWORK,HOW,WHAT,- Value Proposition - Marketing Plans,- Brand Equity - Communication Strategy,WHO are your target consumers ? WHO are your prime prospects within the target?,Strategic Target Definition,Consumers who share common needs/preferences (DCE) that our brands are uniquely positioned to meet Delivers sufficient NOS/profit to meet business objectives,(A.K.A. Primary Target, Overall Target),Other Target Definitions,Prime Prospect: Subset within target with highest growth potential (e.g. POME) Secondary Target (optional): Consumers outside strategic target but represent significant opportunity (e.g. Vicks & Seniors) Shadow Target: Consumers outside target who buy brand (e.g. women for Marlboro),Why is Targeting so Important Today?,Business concentrated and technology improves ability to target 80% of Tide sales from 18% of HH Increased fragmentation of consumer needs,Why is Targeting so Important Today (cont)?,MDO scale opportunities Heightened need to increase return on MSA,Target Criteria,Right to win? Clear and specific? Identifiable, reachable, and measurable? Deliver business objectives?,Application,Right to Win Clear and Specific Delivers Objectives Identifiable and Reachable,How does your current target measure up vs. criteria?,Bayer,Iams,Opportunities to Increase NOS/Profit Among Your Target,Price/Value Reframing Just One More (Expanding Usage),“I dont know the key to success, but the key to failure is trying to please everybody.”,Bill Cosby,Word Of Wisdom,Contradictory Word Of Wisdom,A good target does NOT necessarily mean a narrow target !,Can narrowing or broadening your target deliver stronger results ?,WHO Power Question,Some Leads For Strengthening Target Definition:,Combining data across different variables : geographic, demographic, psychographic, behavioral/need based = End up with a targets definition that is both MEANINGFUL and ACTIONABLE. Leveraging state-of-art consumer understanding techniques storytelling, home visits, bootcamps, day-in-the life Understanding the targets DCE beyond functionality experience, process, relationship,Application,Is your brand uniquely qualified to deliver your targets DCE (Desired Consumer Experience)? Consider fit between target and equity/value proposition,Prime Prospects Definition,Subsets within the target with highest growth potential.,Prime Prospects Can Be.,Entry Point Consumers Heavy Category Users Top Prospect Early Adopters /Chat Leaders,Who Are Some Prime Prospects Within Your Target?,Application,Entry Point Consumers Heavy Category User Top Prospects Early Adopters/Chat Leader,WHO Power Question,Are you reaching and converting your Prime Prospects ?,AT&T,Molson,WHO Action Steps,Evaluate Strategic Target,Strong,Focus on Prime Prospects,Needs Improvement,Rework Target,Additional Tools/Resources on mNet,Evaluating Strategic Target Identifying Segments Confirming Business Potential Choosing Prime Prospects Case Studies,P&G MARKETING FRAMEWORK,HOW,WHAT,- Target - Prime Prospects,- Value Proposition - Marketing Plans,- Brand Equity - Communication Strategy,WHO,Assessing the landscape,Assessing the landscape,P&G MARKETING FRAMEWORK,HOW,WHO,- Target - Prime Prospects,- Value Proposition - Marketing Plans,WHAT,What should the Brand Equity be and how does it translate into the Communication Strategy ?,Brand Equity should NOT be changed lightly or frequently,If change, provide link back to Brands history,Brand Equity,“Your Brands DNA” The strategic ideas and executional elements that set your brand apart from competition in the hearts and minds of your target consumers.,5 Key Elements,Strategic 1. Overall Equity 2. Strategic Equities (mainly benefits, can be RTB) 3. Brand Character Executional 4. Executional Properties 5. Visual Identity,Provides Focus and Inspiration for all P&G Functions and Agencies,EQUITY,For Marketing, Equity Decisions Provide Direction for all Communications,PR,In-Store Marketing,TV,Product,Packaging,EQUITY,Website,1. Overall Equity,* Some agencies call this Brand Essence, Brand Territory, Brand Values or Brand Positioning.,An inspirational, crisp and memorable idea that captures what you want your brand to stand for in the heart and mind of your target consumer more than competition.,*,Overall Equity,Overall Equity,“Fun Family Entertainment”,“Ultimate Driving Experience”,WHAT Power Question,Is your brands Overall Equity Statement inspirational, crisp and memorable ?,2. Strategic Equity Definition,Building blocks toward the overall equity statement and which you want your Brand to stand for over time.,Strategic Equities INCLUDE,Benefits (functional, experiential, relationship, emotional) Reasons To Believe,3. Brand Character,Also drives preference Plays important role in creating emotional connection. Avoid long, complex character statements.,The unique long-term personality, image or attitude of the Brand,Brand Character,Brand Character,“Clever, light hearted, irresistible”,Youthful in spirit, upbeat, and uninhibited. . . Unabashedly optimistic. . . Straight shooter, savvy, spontaneously fun. . .,Brand Character,WHAT Power Question,Is my Brand Character distinctive in its category, choiceful and inspirational ?,Application,Is your overall equity statement, inspirational, memorable and crisp? Does it uniquely speak to the targets DCE? Is it distinctive?,4. Executional Properties,Marketing elements with long-term stature, in market pedigree and strong consumer identification with the Brand. (an icon, a selling line, imagery, music),Examples?,5. Visual identity,The distinctive and consistent visual expression of the Brand by which consumer instantly recognizes and connects to the Brand.,SANO EXAMPLE,(Equity Statement),Making Equity Decisions,A deep, first-hand understanding of the target, the brand, the competition Using the available tools (BEM, Equity strengths analysis, perceptual maps, Need/Gap analysis) The right balance between common global equities and regional / local differences if need be,Global vs. Local Considerations,Advantages of Common Global: Economies of scale, access to best resources, media spillover, simplicity However, common isnt always best: local efforts less costly, global leads to lowest common denominator, Share differences (Ford) Brand Equity differences (Honda) Pre-empted positions (Cadbury) Consumer differences,Communication Strategies,Critical bridge between Brand Equity and persuasive marketing executions. Translation of strategic Brand Equity elements into focused, precise strategies. Long-term, ensure consistent execution of Brand Equity in marketing communications.,Communication Strategies INCLUDE,Simple statement of Benefit Statement of Reason to Believe for the benefit (if Brand has one) Statement of Brand Character (a direct lift from Brand Equity),Strategic Matrix,SANO EXAMPLE,(Communication Strategy),Have I faithfully translated my Strategic Brand Equity elements into my Communication Strategies?,WHAT Power Question,Brand Equity Additional Considerations,Beyond Functionality Laddering up,Brand Equity.Beyond Functionality?,3D MARKETING Functional Benefits - Product Performance, including value. Process/Experience Benefits - Easy access to information, simplified decision making, convenient/pleasurable transactions, etc. Relationship Benefits - Benefits which accrue to consumers as a result of ongoin