联合利华的场分析专业培训材料

1、ProfessionalSkillsDictionaryMarket ResearchAddendumCorporate HR Group - July 1999For use within Un ilever onlyINTRODUCTIONThis addendum is intended to supplement the information in the Professional Skills Dictionary and the Marketing Skills AppendixThe Market Research Skill Areas should be read and

2、used in conjunction with the Marketing Skill Areas. The two sets of Skill Areas are shown together (pages 2 and 3) with definitions for each Skill Area and a bullet point list of the Skill Sub Areas.Subsequent pages of this addendum provide more detail on each of the Market Research Skill Areas. Eac

3、h page is headed with the Skill Area and its definition. The Skill Sub Areas are then listed along with examples. These examples are illustrative; they do not cover all skills and are not meant to be limiting.MARKETING PROFESSIONAL SKILL AREAS1 CONSUMER UNDERSTANDINGThe development of a compelling v

4、ision of consumers?existing and future needs. Th 桔 e acquisition and development of a deep understanding of consumers, their behaviour and attitudes towards the brand, the category and the wider world. The achievement of a high level of competence in the interpretation and deployment of market resea

5、rch.Developing an Intimate Knowledge of Consumers Attitudes and .Initiating and Exploiting Fundamental ResearchBehaviourson the Category.Assessing and Interpreting Market Research.Developing a Vision of the Future. Being a Champion for the Consumer in the Business2 MARKET CATEGORY STRATEGY DEVELOPME

6、NTThe use of consumer understanding, the competitive dynamics and boundaries of the market, and Unilevers strengths and weaknesses to derive a clear strategy for the category that delivers profitable growth.Defining and Understanding the Market Category and Segments .Creating Long Term Strategies fo

7、r each Market Category* Analysing Competitor Intelligence.Constructing the Brand Strategy. Formulating the Pricing Strategy3 BRAND EQUITY MANAGEMENTThe championship of a brand. The identification and definition of the purpose and personality of a brand that the consumer finds both distinctive and ap

8、pealing. The development of new ideas that add value for the consumer together with the rigorous maintenance of the brand identity in all brand activities, to ensure the long term profitability of the Brand.* Developing Brand Positioning Statement (BPS).Defending and Developing Brand Identity and Po

9、sitioning.Championing the BrandMonitoring and Managing the Performance of the Brand4 LEADERSHIP OF BRAND INNOVATIONThe identification of gaps in consumer needs, translating into brand ideas and through Innovation Process Management (IPM) bringing them to fruition, jointly with other functional speci

10、alists.Finding and Anticipating the Consumer Need GapGenerating and Evaluating Ideas (formulations andpackaging)Appreciating Technological PossibilitiesLaunch Panning and BpbmentationAggregate Project Planning5brandcommunicationThe communication of the brand, its unique values and benefits to the co

11、nsumer and the guardianship of the brand identity and brand values, applying the principles of UPGA and Good Advertising Practice (GAP). Developing a Communication PlanWorking with the Agency*Searching for Innovative Brand CommunicationDeveloping and Judging the Communication Briefing the AgencyTest

12、ing the Communication6 MEDIA MANAGEMENTEncouraging Innovative Media Activities Managing the Public Image of the BrandThe presentation of the brand communication in the most relevant and cost effective way. Understanding how Consumers Assimilate Media彳 Controlling the Media Plan彳 Evaluating and Optim

13、ising Media SpendMARKETING OPERATIONSThe execution, with precision and speed, of all aspects of the marketing plan.Generating a Brand Activity PlanMaintaining, Implementing and DevelopingMarketing SupportDeveloping Consumer Focused PromotionsSystemsTactical Consumer Pricing and Marketing ActivitiesP

14、roviding Consumer Advice and Support8 CUSTOMER MANAGEMENT INTERACTIONIn conjunction with Customer Development to integrate trade and consumer needs in order to define and support brand sales strategies and build the customer value of the brands. Assessing Consequences of Retailing Developments on Ma

15、rketing Contributing to Category Management Providing Input to the Trade Proposition Participating in the Development of Customer or ChannelSpecific Marketing Strategies9 LEVERAGING BEST MARKETING PRACTICEThe benchmarking of global developments within relevant categories with an open mind. Encouragi

16、ng adoption and ensuring rapid implementation of best practice.Identifying and Analysing Best PracticeSupporting ImplementationDocumenting and Communicating Best PracticeCreating Networks and Learning1 STRATEGIC LEVERAGE OF MARKET RESEARCHThe design and development of programmes of continuous and ad

17、-hoc market research to deliver the consumer and market understanding and insights needed to achieve profitable market growth and realise the objectives and strategies of the business. Determining Consumer and Market Understanding Needs.Managing Internal and External Resources (Agencies). Assessing

18、Trends and Developments Consumer and Market.Integrating Consumer and Market UnderstandingResearch. Evaluating Market Research Performance* Defining Programme Objectives and Research Mix2AD-HOC MARKET RESEARCHThe selection and application of ad hoc market research techniques to ensure all elements of

19、 the marketing mix are optimised to meet consumer needs.* Translating Consumer Understanding Needs. Analysing the Research* Assessment and Selection of TechniquesCommunicating and Using the Results* Applying the Techniques3CONTINUOUS MARKET RESEARCHThe purchase, provision and interpretation of conti

20、nuous research data to support and inform Marketing and Customer Management decisions and activities, based on comprehensive assessment of the sources of the data, the research techniques and analytical methods.* Obtaining Optimum DataMix.Building Data Structures Ensuring Data AccuracyAnalysing Cont

21、inuous Research Data* Managing Agencies.Interpreting and Advising4CONSUMER AND MARKET MODELLING AND FORECASTINGThe development and maintenance of models of the total market, brands and individual elements of the marketing mix that inform decisionmaking and enable forecasting to meet consumer needs a

22、nd business growth. Determining the Modeling Requirements and Limitations.Facilitating Trade and Category Management* Assessing and Selecting Modeling TechniquesSupporting Decision Making and Developments Managing the Modeling Process5 MANAGEMENT OF MARKET RESEARCH PROJECTSThe efficient management o

23、f the technical, financial and human resources to meet the agreed marketing and business needs on time and within budget.Market Research Skills ?July 19993*Developing the Project BriefAgreeing the Research Design4 Managing Project ExecutionAnalysing and Interpreting Data Implementing FindingsMARKET

24、RESEARCH PROFESSIONAL SKILL AREAS1 STRATEGIC LEVERAGE OF MARKET RESEARCHThe desig n and developme nt of programmes of con ti nu ous and ad-hoc market research to deliver the con sumer and market un dersta nding and in sights n eeded to achieve profitable market growth and realise the objectives and

25、strategies of the bus in ess.Determining Consumer and Market Understanding NeedsAnalysing market category strategies and brand plans to determine the consumer understanding needs of the target groupings; translating needs into market and consumer information requirements; recognising cross category

26、needs; briefing suppliers/ agencies on business needs and information requirements;Assessing Trends and Developments Consumer and Market ResearchReviewing methods and measures used for effectiveness and potential abuses; investigating the nature and use of potential future data sources and measures

27、and methods; identifying gaps in existing information; commissioning / developing methods to fill identified gaps; ensuring that action is taken based on trends that have been identified;Defining Programme Objectives and Research MixTranslating consumer and market information needs into objectives f

28、or continuous or ad hoc research programmes; balancing the use of external market research and direct consumer contact with other relevant techniques; determining the mix of sources and levels of data to meet programme objectives; working with Unilever expert groups and key suppliers to provide suit

29、able solutions; developing a programme of research for the year in terms of planned marketing activity and identified gaps in consumer understanding;Managing Internal and External Resources (Agencies)Assessing capabilities (structure, people, skills and competencies) against consumer understanding n

30、eeds of the business; analysing gaps; taking corrective action; determining the type of agency relationship for each type of programme (single source vs. multiple, tactical or strategic, etc.); developing strategic partnerships with key agencies ; identifying ways in which current and potential data

31、 can be exploited to gain competitive advantage; recommending appropriate budgets;Integrating Consumer and Marketing UnderstandingCreating processes and procedures to integrate market and consumer research findings; ensuring consistent understanding is developed in all categories; creating supportin

32、g systems for expert analysis and non-expert access to consumer and market data; stimulating communication of consumer and market information throughout the business, including findings and insights from individual projects; building database of consumer and market understanding and insights; ensuri

33、ng agencies build learning across projects;Evaluating Market Research PerformanceObtaining understanding and agreement on measures for consumer and market understanding; tracking performance against measure within and across categories; evaluating agencies and key suppliers on service costs and expe

34、rtise; reviewing project performance and value added to the business;2 AD-HOC MARKET RESEARCHThe selecti on and applicati on of ad hoc market research tech niq ues to en sure all eleme nts of the marketi ng mix are optimised to meet con sumer n eeds.Translating Consumer Understanding NeedsIdentifyin

35、g gaps in understanding of the main determinants of consumer behaviour; assessing where qualitative research can be used to create understanding of why the consumers behave the way they do; translating brand objectives into specific targets on attitudes, awareness and attributes; exploring secondary

36、 data and using market analyses to identify broad trends and future developments; developing test and evaluation schedules for each element of the mix for each stage in the Innovation Process;Assessment and Selection of TechniquesSupplementing regular U and A studies with advanced techniques; identi

37、fying and defining market and consumer indicators of underlying brand performance and health (e.g. image ratings); establishing pre-tests of mix elements; selecting research techniques suited to mix element; assessing the use of competitive benchmarking, sensory analysis and preference mapping for p

38、roducts; identifying and assessing uses and abuses of qualitative research in the development and evaluation of all elements of the marketing mix; applying Unilever MR Guidelines to all activities in the assessment and selection of techniques;Applying the TechniquesCommissioning/ conducting wide ran

39、ge of quantitative research to identify key demand drivers; implementing a portfolio of brand performance measures covering purchasing, brand image and operational performance; constructing stimulus material that elicits consumer participation and constructive input; applying the most appropriate te

40、chnique to increase precision in the assessment of each element of the mix;Analysing the ResearchInvestigating links and trade-offs across adjacent product categories and/or countries; analysing brand health; investigating and synthesising existing consumer and market data to identify opportunities;

41、 investigating and analysing competitor innovations; using animatic research to select /approve advertising ideas; comparing test results with established best practice from other markets; constructing and using simulated test markets; interpreting and integrating the outputs from a range of qualita

42、tive techniques from simple groups to complex creativity sessions;Communicating and Using the ResultsExposing early trends and communicating their implications for the category; communicating the results from brand health checks with recommendations on corrective actions; assessing and communicating

43、 results from packaging in-use tests; communicating insights into consumer motivation available from the use of qualitative techniques and their limitations;Market Research Skills ?July 199983 CONTINUOUS MARKET RESEARCHThe purchase, provisi on and in terpretati on of continu ous research data to sup

44、port and in form Marketi ng and Customer Man ageme nt decisi ons and activities, based on comprehe nsive assessme nt of the sources of the data, the research tech niq ues and an alytical methods.Obtaining Optimum Data MixEnsuring the right mix of data sources are bought at competitive prices; recogn

45、ising uses and limitations of data collection methods and measures available from retail audit data and retail scanning (coverage, pick-up and trendability); assessing data from consumer panels (purchase and consumption); investigating and piloting alternative and supplemental data sources and resea

46、rch methods (external data access, published data, ad brand tracking, etc.); building understanding of market structure and dynamics;Ensuring Data AccuracyDetermining the accuracy required for the data application; performing detailed data reconciliations; rigorously assessing pick-up and coverage;

47、validating data and ensuring data is correct; communicating any major limitations of the data to users; answering queries on the data accuracy;Managing AgenciesManaging our continuous suppliers; specifying and communicating requirements with agencies and other suppliers; establishing and maintaining

48、 partnership agreements with key suppliers; drafting and agreeing contracts; ensuring that suppliers provide accurate and timely data; conducting periodic review of supplier and agency performance; obtaining cost effective and timely responses to changes in data needs;Building Data StructuresDraftin

49、g data hierarchy specifications; conducting discussions with key stakeholders (Marketing, Customer Management, Ad Hoc Research, etc.) on Company data hierarchy; maintaining data in the correct hierarchies; mapping new products to data sectors; developing multiple hierarchies to reflect trade, consum

50、er and company views of the market;Analysing Continuous Research DataApplying aggregate analyses (price relativity, price relativity vs. brand share, sales per point of distribution, etc.); identifying and communicating factors that lie behind the analyses; identifying threats and opportunities; mon

51、itoring performance (brand, category, etc.) over time; appraising and using supporting software packages; performing dissaggregated analyses (demographics; penetration; weight of purchase; loyalty; duplication and switching ; loyalty/propensity; trial/repeat (Parfitt Collins) etc.); responding to re

52、quests for specific topic analyses;Interpreting and AdvisingAssessing levels of knowledge of different user groups; identifying gaps and instituting corrective actions (training, coaching, use of software, etc.) encouraging users to challenge the data; ensuring that longer term / strategic use of th

53、e data is not compromised by short term tactical issues; facilitating access to the data, including direct user access; developing systems and processes to share uses of the data across the business;4 CONSUMER AND MARKET MODELLING AND FORECASTINGThe developme nt and maintenance of models of the tota

54、l market, brands and in dividual eleme nts of the marketi ng mix that inform decisi on-mak ing and en able forecasti ng to meet con sumer n eeds and bus in ess growth.Determining the Modelling Requirements and LimitationsInterpreting/identifying how modelling can support category development, brand

55、planning and innovation; investigating market and value drivers (price elasticities, demand coefficients, discounted brand shares, profit curves); assessing value of modelling for brand communication development and media planning (weight, scheduling); translating business, category and customer man

56、agement strategies into modelling requirements; investigating quantification of key elements (e.g. weather) for brand performance and sales forecasting; determining data and resource requirements; agreeing objectives for the model;Assessing and Selecting Modelling TechniquesAppraising capabilities a

57、nd characteristics of the major statistical modelling techniques (baselining, regression, Box Jenkins, Baysian, Neural Nets etc.); investigating applicability of application specific models - e.g. advertising response modelling (eg: AGB Ad Assessor, Millward Brown Force Modelling, Caratrack etc); id

58、entifying appropriate complexity of model required; detailing assumptions, constraints and qualifications on the techniques and data (e.g. Nielsen Scanpro, AGB Brand Monitor); obtaining informal feedback - Unilever and other experiences; assessing performance against internal and external benchmark data;Managing the Modelling ProcessEvaluating capabilities and suitability of Unilever/third party best practice modelling expertise; generating requirements brief (eg timing, expected outputs, type of problem); monitoring progress