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:switchfrombuildingtransactionstobuildingloyaltyusingmarketleadingbrands.Shopperswillmaketheiroutletloyaltychoicesbasedonretaileroverallbrandpositioningstatementsversussolelyretailprice.Shoppersatisfactionresultsforkeyretailcustomerswillincreasesignificantlyascoreshopperneedsareidentifiedandretailerbusinessmodelsaredevelopedtomeetthesecoreshopperneeds.ItchangesthefocusofretailingfromprovidingproductsincategoriestosolutionsandservicesItsaboutmanagingConsumerSegments,notCategoriesandmatchcategoriestomeettheirneedsRetailerswhohaveembracedtheshopperfocusedconceptsofShopperFocusedRetailingwillberewardedwithrecordvolumeandmarketshareresults.,SFRisabusinessprocess,aPull-processstartingfromShopper,itshiftsfromcategoryfocustoOverallBusinessModelfocus.业务流程+“拉动”+以顾客为出发点+全面生意模型,AllSFRworkwillbeprioritizedbytheConsumersHierarchyofneedsandwillstartwithfocusingthecustomeronthetargetshopper,SFROverallMethods整体模型,Identifytargetshopper确定目标顾客群Understandtargetshoppersneeds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),IdentifyTargetShoppersNeeds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,NationwidehomedeliveryConvenientshoppingexperienceApersonalizedserviceConsumerdoesntneedtohaveacarortransportation24/7openinghours,STRENGTHSWhatDoesXYZShopExcelAt?,OPPORTUNITIESWhatCouldXYZShopExcelAt?,WEAKNESSESWhatDoesTheCompetitionExcelAt?,THREATSWhatCouldTheCompetitionExcelAt?,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.JosephsUniversity-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