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 SHOPPERFOCUSEDRETAILING目标顾客群零售模式 ShopperFocusedRetailingwillbecometheindustrystandardbusinesspracticeThefocusofretailers switchfrom buildingtransactions to buildingloyalty usingmarketleadingbrands Shopperswillmaketheiroutletloyaltychoicesbasedonretaileroverallbrandpositioningstatementsversussolelyretailprice Shoppersatisfactionresultsforkeyretailcustomerswillincreasesignificantlyascoreshopperneedsareidentifiedandretailerbusinessmodelsaredevelopedtomeetthesecoreshopperneeds ItchangesthefocusofretailingfromprovidingproductsincategoriestosolutionsandservicesIt saboutmanagingConsumerSegments notCategories andmatchcategoriestomeettheirneedsRetailerswhohaveembracedthe shopperfocused conceptsofShopperFocusedRetailingwillberewardedwithrecordvolumeandmarketshareresults SFRisabusinessprocess aPull processstartingfromShopper itshiftsfromcategoryfocustoOverallBusinessModelfocus 业务流程 拉动 以顾客为出发点 全面生意模型 AllSFRworkwillbeprioritizedbytheConsumer sHierarchyofneedsandwillstartwithfocusingthecustomeronthetargetshopper SFROverallMethods整体模型 Identifytargetshopper确定目标顾客群Understandtargetshoppers needs了解目标顾客群需求Createavaluepropositionaroundthetargetshoppers Storeequity围绕目标客群创造价值命题 独特的 Basicneeds Priceofentry 基本需求 Secondaryneeds differentiation Enhancement loyalty increasedusage Socialacceptance howothersjudgeyou Personalaccomplishment empowerment howyoujudgeyourself Selfaspiration whatyoucanbecome IdentifyTargetShoppers Needs 确定目标顾客群的需求HIERARCHYOFNEEDS 需求层级 SFR八步过程 IdentifyTargetHousehold确定目标顾客群 EstablishCoreCompetency构建核心竞争力 DefineValuePropositions定义并传达价值命题 CreateShopperOffering围绕顾客群创建商品组合 EstablishCorporateRoles Tactics Measures确定总体角色 策略 衡量标准 ShopperOfferingAssessment评估商品组合 CreateShopperOfferingBusinessPlan创立商品组合的业务发展计划 AssessShopperValuePropositionEffectiveness定期评估价值命题的有效性 1 2 3 4 5 6 7 8 ShopperFocusedRetailingProcess IdentifyTargetHousehold 1 EstablishCoreCompetency 2 DefineValuePropositions 3 CreateShopperOffering 4 EstablishCorporateRoles Tactics Measures 5 ShopperOfferingAssessment 6 CreateShopperOfferingBusinessPlan 7 AssessShopperValuePropositionEffectiveness 8 1 IdentifyTargetHousehold 确定目标顾客群 IdentifyTargetHousehold 1 EstablishCoreCompetency 2 DefineValuePropositions 3 CreateShopperOffering 4 EstablishCorporateRoles Tactics Measures 5 ShopperOfferingAssessment 6 CreateShopperOfferingBusinessPlan 7 AssessShopperValuePropositionEffectiveness 8 2 EstablishCoreCompetency 构建核心竞争力 2 EstablishCoreCompetency DefineValuePropositions 3 CreateShopperOffering 4 EstablishCorporateRoles Tactics Measures 5 ShopperOfferingAssessment 6 CreateShopperOfferingBusinessPlan 7 AssessShopperValuePropositionEffectiveness 8 1 IdentifyTargetHousehold 3 DefineValuePropositions 定义并传达价值命题 3 DefineValuePropositions CreateShopperOffering 4 EstablishCorporateRoles Tactics Measures 5 ShopperOfferingAssessment 6 CreateShopperOfferingBusinessPlan 7 AssessShopperValuePropositionEffectiveness 8 1 IdentifyTargetHousehold EstablishCoreCompetency 2 4 CreateShopperOffering 围绕顾客群创建商品组合 4 CreateShopperOffering EstablishCorporateRoles Tactics Measures 5 ShopperOfferingAssessment 6 CreateShopperOfferingBusinessPlan 7 AssessShopperValuePropositionEffectiveness 8 1 IdentifyTargetHousehold EstablishCoreCompetency 2 DefineValuePropositions 3 5 EstablishCorporateRoles Tactics Measures 确定总体角色 策略 衡量标准 5 EstablishCorporateRoles Tactics Measures ShopperOfferingAssessment 6 CreateShopperOfferingBusinessPlan 7 AssessShopperValuePropositionEffectiveness 8 1 IdentifyTargetHousehold EstablishCoreCompetency 2 DefineValuePropositions 3 CreateShopperOffering 4 6 ShopperOfferingAssessment 评估商品组合 6 ShopperOfferingAssessment CreateShopperOfferingBusinessPlan 7 AssessShopperValuePropositionEffectiveness 8 1 IdentifyTargetHousehold EstablishCoreCompetency 2 DefineValuePropositions 3 CreateShopperOffering 4 EstablishCorporateRoles Tactics Measures 5 7 CreateShopperOfferingBusinessPlans 创立商品组合的业务发展计划 7 CreateShopperOfferingBusinessPlan AssessShopperValuePropositionEffectiveness 8 1 IdentifyTargetHousehold EstablishCoreCompetency 2 DefineValuePropositions 3 CreateShopperOffering 4 EstablishCorporateRoles Tactics Measures 5 ShopperOfferingAssessment 6 8 AssessShopperValuePropositionEffectiveness 定期评估价值命题的有效性 1 AssessShopperValuePropositionEffectiveness IdentifyTargetHousehold EstablishCoreCompetency 2 DefineValuePropositions 3 CreateShopperOffering 4 EstablishCorporateRoles Tactics Measures 5 ShopperOfferingAssessment 6 CreateShopperOfferingBusinessPlan 7 8 1 IdentifyTargetHousehold 1 IdentifyTargetHousehold Source NielsenHouseholdPanelGermany1998 What ofHouseholdscountforwhat ofSpendings LaunchSegmentationModel 1 IdentifyTargetHousehold YoungfamiliesversuselderlyorsingleconsumersHigherbasketsizeandhigherfrequencyBuyproductswithhighermarginHavemorelikelyInternetaccess allowsInternetonlymodel whichissignificantlycheaperthanmixedmodel Elderlymainlybyheavy bulkyproducts lowerprofit viaCDandpurchaseproductswithhighermargininstore socializing Easiertoupsellwith highpotential targetconsumerConceptTesting Conceptappealedto80 oftargetgroup goingoutsidethetarget appealgoesdownto50 1 IdentifyTargetHousehold 1 IdentifyTargetHousehold Source GfKOnlineMonitorFebruary1999 WhatisthecurrentOnlineUserprofile 1 IdentifyTargetHousehold 1 IdentifyTargetHousehold Targetingisimportanttoestablishaneconomicallyviableoffering 1 StreamlinePresentationatInstituteofDirectors London 2 Lebensmittelzeitung19 3 99 1 IdentifyTargetHousehold 2 EstablishCoreCompetency 2 EstablishCoreCompetency Source TPI P GShopperResearchGermany n 10 000 AreExistingRetailersMeetingTheMostImportantShopperExpectations LaunchAnalysisModel 2 EstablishCoreCompetency SWOTApproachUsedtoidentifyyourstrength weaknessestopositionyourcurrentoperationWhatcanyouleverageinthisenvironmentwhichhasprovenwithyourcustomersWhatarethethreadsyourcompetitorsareexpectingWhataretheweaknessesofyourcompetitorsthatyoucanexploit 2 EstablishCoreCompetency 2 EstablishCoreCompetency NationwidehomedeliveryConvenientshoppingexperienceApersonalizedserviceConsumerdoesn tneedtohaveacarortransportation24 7openinghours STRENGTHSWhatDoesXYZShopExcelAt OPPORTUNITIESWhatCouldXYZShopExcelAt WEAKNESSESWhatDoes TheCompetition ExcelAt THREATSWhatCould TheCompetition ExcelAt SWOTTemplate Example KnownbrandnameVarietyoffreshproductsNodeliveryfeeKnownforcareforenvironmentPurchasingpower expertise esp fresh Leveragethefreshnessadvantage Linkconsumer directtofarm MuchmoretargetedselectionofsuperiorqualityproductsOfferproductsnotavailableinlocalmarketLeveragegift givingtoretain attractshoppers Useshopperdatabase shareholders clients topositionofferingagainstXYZShopLeverageloyaltyprogramstogetbetterconsumerunderstandingLeveragefinancialstrengthtosubsidizeCDoffering 2 EstablishCoreCompetency 3 DefineValuePropositions ConceptDevelopment 3 DefineValuePropositions Source DMAOn lineSurvey n 354 WhataretheBenefits BarriersofShoppingOnline 1 2 3 DefineValuePropositions ConceptDevelopment Source St Joseph sUniversity SupermarketBusiness2 97 AreperceptionsofConsumerDirectdifferentbetweenusersandnon users Conclusion Dramaticdifferencesexistinperceptionsof non users versusrealitiesof users 1 2 3 DefineValuePropositions 3 DefineValuePropositions ConceptDevelopment 3 Quality Freshnessofperishablesqualityofnon geneticallyalteredmeats Nationalbrands 1 Economy ReasonablepricingforproductsandservicesDeliveryFeeisNo1barrier 2 Convenience StressfreealternativestomanaginglowinvolvementtasksTimesavingsandsimplicity 3 Control Consumerswantshoppingtoprovideapositive involvingexperiencethattheycontrol 4 Choice Informationthatmakesconsumersfeelthattheymakeaninformed purchasedecisionproperchoice 5 Source MarketResearch1996 1999 CDShopper HierarchyOfNeeds 3 DefineValuePropositions 3 DefineValuePropositions ConceptDevelopment CurrentShoppingExperience XYZShop CurrentShoppingExperience Bricks Mortar Dissatisfiers StrengthsAnalysis 3 DefineValuePropositions 3 DefineValuePropositions ConceptDevelopment ConceptStatements ExampleI 1 2 3 DefineValuePropositions ShopperInsight ReasonstoBelieve ShopperBenefit 3 DefineValuePropositions ConceptDevelopment Shoppersfeelliketheirlivesareoutofbalance Weeklyerrandsaretootimeconsuming andunpleasant butanecessarypartofyourroutine XYZShopwillrestorebalance aswellasharmonytoyourlifebyeliminatingthetimethatyoucurrentlyspendrunningerrands Thiswillreducestressinyourlife Broadassortmentofproducts servicestoeliminateweeklyerrands Grocerystoreprices ConceptStatements ExampleII 1 2 3 DefineValuePropositions 4 CreateShopperOffering Source EHIHandelAktuell1997 WhatarethespendingspercategoryinaSupermarket 4 CreateShopperOffering 4 CreateShopperOffering QualitativeResearchtodefineshopperofferingProduct ServicesTodayProductsConsumerdidnotarticulateProductsConsumersthoughtyoucouldofferKeyInsightsDifferentconsumerswillplaceproductindifferentlocationsSameproductinMulti locationsHigherlevelaggregation FocusGroupInsights 4 CreateShopperOffering 4 CreateShopperOffering Services PreparedMeals Meats Deli FrozenFoods Dairy Produce Bakery Beverages PackagedFoods Household PersonalCare PetCare BabyCare Bath Soap Cough Cold Deodorant Dental DietAids EyeCare FeminineCare FirstAid FootCare HairCare NailCare PainRelief ShavingCare SkinCare Stomach AllOther Products Videos DryCleaning FilmProcessing Home Health Postage Parcel ShopperOfferingExample 4 CreateShopperOffering 5 EstablishCorporateRoles Tactics Measures ONLYPROVIDER PRIMARYPROVIDER ONE FEWPROVIDERS ONE MANYPROVIDERS 100 ofmypurchaseswithinthisshopperofferingcomefromXYZShopAstheonlyproviderofthisshopperoffering XYZShopmeetsallofmyneeds andthereforeIdonotneedtoeverlookelsewhereXYZShopoffersexactlywhatIwant eachtimeIshop 85 ofmypurchaseswithinthisshopperofferingcomefromXYZShopWhenIthinkofthisshopperoffering XYZShopisthefirstplacewhichcomestomind 65 ofmypurchaseswithinthisshopperofferingcomefromXYZShopThoughXYZShopisnottheonlyplacewhereImakepurchasesinthisshopperoffering XYZShopisoneofonlyaselectfewplaceswhereIactuallybuy 50 ofmypurchaseswithinthisshopperofferingcomefromXYZShopThoughXYZShopoffersmetheabilitytopurchasethisshopperoffering myneedsrequiremetogoelsewherethemajorityofthetimetomakepurchases DefinitionofRoles FromtheS