赢在最后一里终端渠道营销策略课件

赢在最后一里终端渠道营销策略2023/7/15赢在最后一里终端渠道营销策略终端推广模式在整个购买过程中品牌与消费者的接触过程，Zdology调查提供了一个基于购买者的分析观点。卖场外卖场内柜台前吸引停留销售购买途径模式赢在最后一里终端渠道营销策略关于Zdology的发现摘要1.卖场外卖场外卖场内柜台前60%的购买者不会独自购物(40%与伴侣一起，20%与一个朋友一起).66%的购买者带着购买意图进店(80%)购买者会制定购买前计划，约50%有预定的品牌20%的购买者是帮其他人购买消费者购买前至少渠过3种不同的销售点2.卖场内去的第一个柜台与购买前计划有直接关系作为第一个被拜访的柜台，诺基亚领先摩托罗拉.在柜台拜访率方面，诺基亚也领先摩托罗拉不超过50%的购物者会留意到终端和促销推广物料3.柜台前完成销售率很低（15%）促销人员的推荐是改变购买前计划的最大影响因素在购买决定时，品牌是首要的考虑因素，紧接着的是功能性和价位购买前计划的改变率高达53%购买者更喜欢开放式柜台赢在最后一里终端渠道营销策略吸引停留销售信息说服RAZR²购买途径卖场外卖场内柜台前门口包装吸引和告知信息:这里有新的RAZR²促销员推销说服与销售零售环境营造停留与告知柜台体验停留与告知柜台传单说服与销售信息:体验新的RAZR²展示系统吸引和告知吊旗吸引和告知海报吸引和告知展架吸引和告知卖场外海报吸引和告知信息:强化RAZR²的卖点赢在最后一里终端渠道营销策略卖场外卖场内柜台前吸引停留销售基于购买途径的RAZRV8终端展示吸引停留销售赢在最后一里终端渠道营销策略渠道支持案例分享赢在最后一里终端渠道营销策略零售终端设计赢在最后一里终端渠道营销策略终端陈列赢在最后一里终端渠道营销策略终端陈列赢在最后一里终端渠道营销策略终端支持物料展品展示架收银台售卖机烟缸菜单架烛台赢在最后一里终端渠道营销策略FrostedacrylicwithNPPengravedonsurface产品展示单元刊物架挂表墙面装饰落地物料终端支持物料赢在最后一里终端渠道营销策略打造一个成功的市场销售管理（日场、夜场）经销商/终端开发经销商/终端关系维护铺货卖进理货产品/品牌能见度（曝光）竞争对手销售情况资料收集赢在最后一里终端渠道营销策略优化销售团队销售团队的能力检视评估现有销售队伍的个人及团队能力重新定义团队的角色与职责组织架构，工作角色与责任，拟定个人及团队的KPIs，汇报系统及流程建立新团队架构根据定义结果重新布局促销人员任务，个人及团队的仪容及精神面貌，管理流程，培训计划赢在最后一里终端渠道营销策略销售架构模式参考销售总监区域销售经理（北部）区域销售经理（东部）区域销售经理（南部）区域销售经理（西部）城区经理地区主管销售人员（日场/夜场）城区经理地区主管销售人员（日场/夜场）城区经理地区主管销售人员（日场/夜场）城区经理地区主管销售人员（日场/夜场）赢在最后一里终端渠道营销策略管理流程模式参考销售人员渠道营销协调者渠道销售经理区域销售经理财务否否是

数据库是/否支付报告赢在最后一里终端渠道营销策略打造一个成功的市场购买者营销促销活动赞助促销员赢在最后一里终端渠道营销策略“最后一里”最终购买的过程赢在最后一里终端渠道营销策略“最后一里”中的黄金接触点了解客户品牌与潜在消费者的关系了解客户与渠道的关系了解不同的购物者在不同渠道的购买习惯

赢在最后一里终端渠道营销策略行动营销平台行动营销平台（激活购物者的主张）品牌赞助渠道促销消费者促销其他支持活动赢在最后一里终端渠道营销策略相关案例分享一：

卡夫-行动营销的规划流程赢在最后一里终端渠道营销策略我们的工作流程锁定购买者锁定渠道渠道分析渠道营销策略零售传播策略接触点分析市场测试测试后评估购买者分析/评估渠道分析/评估Shopper/MarketPulse赢在最后一里终端渠道营销策略我们的工作流程锁定购买者锁定渠道渠道分析渠道营销策略零售传播策略接触点分析市场测试测试后评估购买者分析/评估渠道分析/评估Shopper/MarketPulse赢在最后一里终端渠道营销策略第三类37%第四类22%第一类22%第二类19%目标购买者人群分类:3D™(2007)

饼干(每周超过4次）%速溶咖啡(>每天一次)%RTD

(2-6次每周)%第一类121145第二类10851第三类9555第四类6546赢在最后一里终端渠道营销策略购买者分析–第一类CareerBuilders(Weekend)TimeActivityTouchPoint10-12amwakingup

fresheningup

breakfast

SportsActivitiesKioskandSportsstores

HangingoutCVS

newspaper/TV/internet

goingout

12-2pmlunch

2-4pmshoppingsuper/hypermarket/vendingmachine4-6pmrelaxcoffee

cinemaCVS/vendingmachine,ma&pastore6-10pmsupper

beauty/spa/massage

meetingfriends

10-1ammakingup

KTV/bar/club

goinghome

CareerBuilders(Weekday)TimeActivityTouchPoint6-8amwakingup

fresheningup

Getdress

breakfastCVS/vendingmachine7-9amgoingtooffice

9-12amworkingvendingmachine,ma&pastore

e-mailvendingmachine

phone

meeting

12-2pmlunch

2-6pmworkingvendingmachine,ma&pastore

e-mailvendingmachine

phone

meeting

6-7pmovertimeworkCVS/vendingmachine7-9pmsupper

chattingwithfriendsvendingmachine,ma&pastore9-12pmTV/internet/reading

shower

sleeping

接触点便利店小卖店超级市场自动售卖机赢在最后一里终端渠道营销策略购买者分析–第二类TimeJugglers(Weekend)TimeActivityTouchPoint9-10amwakingup

fresheningup

skincare

wakingupkid

dressingupkid

preparingbreakfastCVS10-12amhelpingkidwithhomework

12-2pmpreparinglunch

2-4pmtakingkidoutCVS

shoppingCVS/super/hypermarkert4-6pmrelaxhappyhour

goingtomovieswithkidCVS/vendingmachine,ma&pastore6-8pmsupperout

8-9pmtakingkidbackhome

9-10pmTVwithkid

gettingkidreadytobed

10-12pmDVDmovies

skincare

sleeping

TimeJugglers(Weekday)TimeActivityTouchPoint6-8amwakingup

makingup

dressingup

wakingup&dressingupkid

preparingbreakfastCVS8-9amtakingkidtoschool

goingtooffice

9-12amworkingvendingmachine,ma&pastore

e-mailvendingmachine

phone

meeting

12-2pmlunch

2-6pmworkingvendingmachine,ma&pastore

e-mailvendingmachine

phone

snackingCVS/vendingmachine,ma&pastore

meeting

5-6pmphoninghusband

pickingupkid

6-7pmshoppingfordinnerfoodssuper/hypermarkerts/CVS7-8pmpreparingdinner

8-12pmhelpingkidhomework

showerwithkid

TV/DVDmovies

skincare

sleeping

接触点便利店小卖店超级市场自动售卖机赢在最后一里终端渠道营销策略购买者分析–第三类LifeExplorers(Weekday)TimeActivityTouchPoint7-8amwakingup

fresheningup

breakfastCVS/vendingmachine8-12amhavingclassesvendingmachine12-1pmlunch

2-5pmhavingclassesvendingmachine,ma&pastore5-6pmbasketballCVS/vendingmachine,sportskiosk6-7pmsupper

7-9pmself-studyVendingmachine,ma&pastore9-12pmnightsnackCVS/vendingmachine/campussupermarket

internet/onlinegames

DVDmovies

sleeping

LifeExplorers(Weekend)TimeActivityTouchPoint10-12amwakingup

fresheningup

breakfastCVS/vendingmachine

TV/internet

callingparents

12-2pmlunch

2-6pmshoppingvendingmachine/campussupermarket

libraryvendingmachine,ma&pastore

cinemaCVS/vendingmachine

playingbasketballCVS/sportskiosk6-7pmsupper

8-11pmKTV

playingonlinegamesinternetcafé11-12pmgoingtobed

接触点便利店网吧校园小卖店自动售卖机赢在最后一里终端渠道营销策略我们的工作流程锁定购买者锁定渠道渠道分析渠道营销策略零售传播策略接触点分析市场测试测试后评估购买者分析/评估渠道分析/评估Shopper/MarketPulse赢在最后一里终端渠道营销策略渠道选择标准目标购买者 2. 便利因素

促销活动/宣传物料可执行/管理度目标购买者造访频率

020低高赢在最后一里终端渠道营销策略渠道计分卡ChannelTargetConsumerConvenience

FactorPromotion/VisibilityEaseOfManagementFrequencyOfVisitTotalScoreCommentHypermarket552015550LowscoreduetoconenviencefactorandconsumerprofileSupermarket551515545LowscoreduetoconenviencefactorandconsumerprofileCVS202015202095

InternetCafe202010202090

Campus202010201585

VendingMachine20205202085

Ma&PaShop1520502060ThischannelisidealforOTGproducts,givensitslargenetworkandconveniencefactor.Itslowscoreisduetothedifficultiesofmanagingthischannelandpromotions.Eachbusinessisindividuallyowned.KeyChannels赢在最后一里终端渠道营销策略渠道评估–便利店ChannelAssessmentFormClient:KraftJobNo.:Task:DevelopChannelInsightsChannel:CVSINSIGHTSWhoshophere?16-24localsWhyshophere?ConvenienceHowlongdotheyspendinhere?Average3minsWhatisthetypicalbasketsize?¥5.00Whatisthetypicalbasketcount?1-2itemsFrequency: Average3timesaweekMostEffectiveCommunicationPoint: Counter,FridgeDoorandGondolaEndsConsumptionOccasion:IndividualBEHAVIOURSTheylovenovelty&brandeditems-freewithpurchaseanddiscountwithpurchase.Highpropensitytopurchasetobacco -Tobaccocustomersoftendon’tbuyanythingelse.Mostshoppersrevisitsameoutletmanytimesbutdonotshopthestore.Tendtogostraighttowhattheywant.Morethan60%shoppersbuythingsforat-the-momentusageMorethan80%shoppersbuythingsforon-the-spotconsumption.Generalspeaking,purchasepre-planrateinCVSislowerthantheotherchannelssuchashypermarketandsupermarket.CVShasastrongerabilitytodriveimpulsepurchasethanotherchannels,andthemaindriverofimpulsepurchaseisproductvisibility,abetterlocationofdisplayinCVShasasignificantimpactongeneratingmoreimpulsepurchase.CVSShoppershasalittleinteractionwithPOSM(poster,hang-upbanner),whichindicatedbytherecallrateofPOSMislowoverall.消费者洞察超过60%的消费是冲动消费超过70%的购买者购买冻饮购买者喜爱新鲜事物渠道洞察加大非品牌新鲜食品销售希望加大流水，培养忠实顾客基本接触点1.正门1.柜台/收银台2.冰箱门3.货架末端赢在最后一里终端渠道营销策略渠道评估–校园超市ChannelAssessmentFormClient:KraftJobNo.:Task:DevelopChannelInsightsChannel:CampusSupermarketINSIGHTSWhoshophere?17-23Whyshophere?ConvenienceHowlongdotheyspendinhere?Average15-20minsWhatisthetypicalbasketsize?¥20.00to¥50.00Whatisthetypicalbasketcount?MultipleitemsFrequency: AveragetwiceaweekMostEffectiveCommunicationPoint: Check-outCounterandGondolaEndConsumptionOccasion:Group/ShareBEHAVIOURSWillgotothecampussupermarkettobuytop-upbutwillgotothehypermarketforweeklygroceryPeerdynamicswillinfluencepurchasebehaviorOver90%purchaseisconsumedoff-sitePre-planpurchaseisveryhighImpulsepurchaseisverylowShopperstendtoshoparoundDisplayandpromotionswillinfluencepurchase消费者洞察去校园超市买冲值卡，但去超级市场买日常所需。高计划消费同伴相互影响消费行为渠道洞察促进周末流水基本接触点1.收银台2.货架末端赢在最后一里终端渠道营销策略渠道评估–网吧ChannelAssessmentFormClient:KraftJobNo.:Task:DevelopChannelInsightsChannel:InternetCafeINSIGHTSWhoshophere?16-30heavilymaleskewed(77%male)Whyshophere?ConvenienceHowlongdotheyspendinhere?Average3hoursWhatisthetypicalbasketsize?¥10.00Whatisthetypicalbasketcount?1-2itemsFrequency: AveragetwiceaweekMostEffectiveCommunicationPoint: CounterandComputerScreenConsumptionOccasion:IndividualBEHAVIOURSStudentsandjuniorlevelwhitecollarworkersmakeuphalfthecustomerbase.Customerseektofulfillphysicalneedwithfood.100%shoppersbuythingsforon-the-spotconsumption.VerylowrateofimpulsepurchaseOrdersarenormallyplacewithwaitstaffCustomershavealittleinteractionwithPOSM(poster,hang-upbanner),whichindicatedbytherecallrateofPOSMislowoverall.Totallyfocuswiththeirtask(on-linegaming,chattingetc……)Normallybuyinstantnoodles,biscuitanddrinks消费者洞察每餐平均包括一包方便面喝饮料客人需要满足对食品的需求渠道洞察提供高利食品多样化基本接触点1.柜台/收银台2.电脑屏幕赢在最后一里终端渠道营销策略渠道评估–自动售卖机ChannelAssessmentFormClient:KraftJobNo.:Task:DevelopChannelInsightsChannel:VendingMachineINSIGHTSWhoshophere?16-35Whyshophere?ConvenienceHowlongdotheyspendinhere?Average1minsWhatisthetypicalbasketsize?¥5.00Whatisthetypicalbasketcount?1itemFrequency: AveragetwiceaweekMostEffectiveCommunicationPoint: OuterCasingConsumptionOccasion:IndividualBEHAVIOURS24hourserviceandsafe100on-the-spotconsumptionShoppersknowexactlywhattheywant,hasslefreeshoppingFulfillemergencyandimpulseneedGenerallychocolate,candyandchipsCOMMENTSApartfromtheobviousbenefitsofextendedretailinghours,thespeedandspreadofdeployment,alongwithareducedcostofsales,vendingmachinesarealsousedforvisibilityandadvertising.Cost: ¥1.00/sku/machine/dayAdvertisingAdvertisingonmachine¥10,000/year消费者洞察满足冲动消费需要渠道洞察加大流水基本接触点外包装赢在最后一里终端渠道营销策略我们的工作流程锁定购买者锁定渠道渠道分析渠道营销策略零售传播策略接触点分析市场测试测试后评估购买者分析/评估渠道分析/评估Shopper/MarketPulse赢在最后一里终端渠道营销策略“最后一里”策略一览确保消费者了解确保购买者看到确保购买者试用确保渠道支持线下/终端活动产品出现在正确的渠道产品展示架和终端促销物料有针对性的促销活动

渠道激励

赢在最后一里终端渠道营销策略相关案例分享二：

健力士黑骑士之夜-激活消费者活动赢在最后一里终端渠道营销策略传达的概念:“黑骑士之夜”通过系列的“黑骑士之夜”派对，驱使目标消费者到酒吧尝试健力士啤酒传达健力士品牌/产品信息赢在最后一里终端渠道营销策略“黑骑士之夜”的品牌框架ImmerseRewardAwareness/TeaserIn-barMentorshipOn-goingEngagementBlackParty“黑骑士之夜”奖赏“黑骑士之夜”酝酿rewardBondsFunGuinnessfacts+Q&APDAQ&Agametocommunicateproduct/brandknowledgeATL:PR/3rdpartywebsitesCOREPOWERGOODNESSCOMMUNIONInnovativeRewardIn-bar:

Teaser终端ChivalrousStrongManlyGatheringCommunionofBKsShow:DJ,music,customizeddance

Engaging

Re-invitationBringfriendstoBKFreetrailUnique赢在最后一里终端渠道营销策略推广进程活动前活动中活动后效果跟踪（待定）目标：吸引啤酒消费者参加到“黑骑士之夜”的活动中来目标：为啤酒爱好者介绍健力士在MOT的情况，并使他们融入其中.执行时利用到酒吧中的游戏和娱乐方式，避免令他们感觉像在说教.可配合产品试饮.目标：对“黑骑士之夜”参与者加强主要品牌和卷入信息的传递.创造交际间的传播扩散，吸引他们带着朋友重复参与活动.目标：鼓励那些经常接触健力士这个品牌以及喝健力士啤酒的人.制造机会更高程度地引导和驱使他们成为健力士的忠实消费者.策略推广小姐向酒吧内的消费者发出邀请.“黑骑士之夜”的吧内海报

在自由夜生活/生活杂志(周末画报)等媒体中进行报道策略两瓶免费的健力士啤酒健力士固定的表演项目，DJ，舞者等.在荧光幕上播放健力士的相关信息播放健力士的影片（电视广告，健力士之旅).酒吧内终端(海报，杯垫，Tent-card)推广小姐PDA问答环节(与消费者互动).抽奖环节策略第一通短信：对发送短信申请资格的参与者表示感谢第二通短信：告知目标群下一次“黑骑士之夜”举办的时间地点等信息，鼓励他们下次带朋友一起再次参与活动策略每月发送短信提醒消费者即将举办的“黑骑士”派对.邀请与品牌有互动的消费者参加“黑骑士之夜”的系列派对“黑骑士”派对同时要引起媒体关注以提高在消费者心目中所占的分额.所有的网络直邮和直邮要固定下来，可以直接应用马来西亚的.资料获取感兴趣的顾客通过手机号码报名参加“黑骑士之夜”.资料获取预报名者填写资料卡即可入场.现场报名者发送短信报名然后填写资料卡之前参与过的顾客发送编码优先入场资料获取整理数据，只发送给没有填写资料卡的目标群资料获取当参与者重复参加“黑骑士之夜”时，他们的名字和手机号码会被抽中，以鼓