产品及品牌组合分析.ppt

产品及品牌组合分析Productandbrandcombinationanalysis,BYY_BYY_NJDQEI_140808-00,Nanjing.2014August08,目录Content,产品线规划Productportfolioplanning品牌资产管理Brandequitymanagement全球产品计划Globalproductplanning产品合理化Productrationalization,产品线规划Productportfolioplanning,战略目标Strategictarget,业务目标Businesstarget,目标客户需求Targetcustomerdemands,产品线规划Productportfolioplanning,产品线有多少个产品？Howmanyproductsforproductportfolio?每个产品如何规划？Howtomakeplanningforeachproduct?客户心目中的完整产品包括哪些因素？Whichfactorsconsistofthecompleteproductincustomerheart?如何提高产品的价值主张？Howtoincreasetheproductvalueproposition?,利基导向Nicheoriented,产品Product,产品导向Productoriented,产品Product,市场细分Marketsegmentation,市场细分Marketsegmentation,图1.1产品线的导向类型Figure1.1Orientedtypeofproductportfolio,市场导向Marketoriented,产品Product,市场细分Marketsegmentation,产品线规划Productportfolioplanning,如何寻找竞争差异化Howtofindcompetitiondifferentiation,图1.2有形产品的利益Figure1.2Actualproductbenefit,图1.3产品整体解决方案利益Figure1.3Productcompletesolutionbenefit,产品线规划Productportfolioplanning,应用产品版本或解决方案版本应对客户要求不对变化Useproductversioningorsolutionversioningdealwithcustomerrequirementschange,标准Standard,稍有差异Slightlydifference,显著差异Obviousdifference,正面Positive,负面Negative,客户态度Customerattitude,差异化Differentiation,图1.4评估产品差异因素Figure1.4Evaluationproductdifferentiationfactors,如何衍生不同的产品版本？Howtoderivedifferentproductversioning?如何提供不同的解决方案版本？Howtoprovidedifferentsolutionversioning?,品牌资产管理Brandequitymanagement,企业品牌EnterpriseBrand,产品线品牌ProductPortfolioBrand,事业品牌BusinessBrand,事业品牌BusinessBrand,事业品牌BusinessBrand,产品品牌ProductBrand,图1.5品牌结构Figure1.5BrandStructure,品牌发展模板Branddevelopmenttemplate描述目标客户Describetargetcustomer确定差异Definedifference确定品牌个性Definebrandpersonality确定客户相信你承诺的内容Definethepromisedcontentswhichcustomerbelieve将承诺转换成绩效标准Changepromisetoperformancestandard评估深度和范围Evaluatedepthandscope,全球产品计划Globalproductplanning,进行全球性思考，而非全球性销售Globalthinkingnotonlyfocusglobalsales在产品和服务中同时采用国内和国际标准Adoptdomesticandinternationalstandardsinproductandservice核心产品标准化Coreproductsstandardization确定适当的调整幅度Defineproperadjustmentscope预测全球竞争Forecastglobalcompetition,产品合理化Productrationalization,销量、收益和利润Salesvolume,earningsandprofit与其他产品共用部件的比例Proportionofcommonpartsusedtogetherwiththeotherproducts淘汰该产品对整个产品线的影响Theinfluencestowholeproductportfoliobroughtbyobsoleteproduct和不同产品进行功能性整合的能力Thecapabilityoffunctionalityintegrationwithdifferentproduct客户需求或竞争优势Customerdemandsorcompetition