消費(fèi)者洞察市場(chǎng)營(yíng)銷的起點(diǎn)PPT學(xué)習(xí)教案

1、會(huì)計(jì)學(xué)1第1頁(yè)/共97頁(yè)消費(fèi)者洞察是消費(fèi)者洞察是. ?第2頁(yè)/共97頁(yè)第3頁(yè)/共97頁(yè)看看 透透第4頁(yè)/共97頁(yè)公司內(nèi)公司內(nèi)部銷售部銷售數(shù)據(jù)數(shù)據(jù) 零售商掃零售商掃描數(shù)據(jù)描數(shù)據(jù)零售調(diào)研零售調(diào)研(ACNielsens)媒體調(diào)研媒體調(diào)研（SOV, SOS, TRP)消費(fèi)者調(diào)研消費(fèi)者調(diào)研(深訪、小組訪談、深訪、小組訪談、 定量調(diào)研定量調(diào)研)數(shù)據(jù)與事實(shí)數(shù)據(jù)與事實(shí)第5頁(yè)/共97頁(yè)第6頁(yè)/共97頁(yè)第7頁(yè)/共97頁(yè)營(yíng)銷者角度營(yíng)銷者角度第8頁(yè)/共97頁(yè)消費(fèi)者角度消費(fèi)者角度第9頁(yè)/共97頁(yè)第10頁(yè)/共97頁(yè)第11頁(yè)/共97頁(yè)過(guò)節(jié)了，我要買保健品送長(zhǎng)輩，所以過(guò)節(jié)了，我要買保健品送長(zhǎng)輩，所以第12頁(yè)/共97頁(yè)第13頁(yè)

2、/共97頁(yè)第14頁(yè)/共97頁(yè)第15頁(yè)/共97頁(yè)S消消費(fèi)者的過(guò)濾網(wǎng)RSSSS第16頁(yè)/共97頁(yè)接收者?第17頁(yè)/共97頁(yè)第18頁(yè)/共97頁(yè)消費(fèi)者洞察，營(yíng)銷者的消費(fèi)者洞察，營(yíng)銷者的“芝麻開(kāi)門(mén)芝麻開(kāi)門(mén)”魔咒魔咒第19頁(yè)/共97頁(yè)第20頁(yè)/共97頁(yè)第21頁(yè)/共97頁(yè)第22頁(yè)/共97頁(yè)第23頁(yè)/共97頁(yè)第24頁(yè)/共97頁(yè)第25頁(yè)/共97頁(yè)第26頁(yè)/共97頁(yè)第27頁(yè)/共97頁(yè)第28頁(yè)/共97頁(yè)第29頁(yè)/共97頁(yè)第30頁(yè)/共97頁(yè)第31頁(yè)/共97頁(yè)“你的地盤(pán)，聽(tīng)我的你的地盤(pán)，聽(tīng)我的”“掏，我喜歡掏，我喜歡”淘！淘！ 我我 喜喜 歡歡第32頁(yè)/共97頁(yè)第33頁(yè)/共97頁(yè)第34頁(yè)/共97頁(yè)第35頁(yè)/共97頁(yè)第3

3、6頁(yè)/共97頁(yè)第37頁(yè)/共97頁(yè)- 觀察力觀察力- 創(chuàng)造力創(chuàng)造力第38頁(yè)/共97頁(yè)第39頁(yè)/共97頁(yè)第40頁(yè)/共97頁(yè)第41頁(yè)/共97頁(yè)第42頁(yè)/共97頁(yè)第43頁(yè)/共97頁(yè)第44頁(yè)/共97頁(yè)第45頁(yè)/共97頁(yè)第46頁(yè)/共97頁(yè)2產(chǎn)生初步假設(shè)產(chǎn)生初步假設(shè)3收集數(shù)據(jù)收集數(shù)據(jù)/ /進(jìn)行深入進(jìn)行深入調(diào)研與分析調(diào)研與分析4綜合數(shù)據(jù)以確認(rèn)、綜合數(shù)據(jù)以確認(rèn)、修正，甚或更改最修正，甚或更改最初的假設(shè)初的假設(shè)5進(jìn)一步分進(jìn)一步分析研究析研究1定義問(wèn)題定義問(wèn)題/挑戰(zhàn)挑戰(zhàn)6總結(jié)分析：結(jié)論總結(jié)分析：結(jié)論與建議與建議第47頁(yè)/共97頁(yè)第48頁(yè)/共97頁(yè)問(wèn)問(wèn)你自己：- 你對(duì)這個(gè)問(wèn)題/挑戰(zhàn)知道什么？- 誰(shuí)給出的這個(gè)問(wèn)題？-

4、解決這個(gè)問(wèn)題的動(dòng)機(jī)是什么？- 有什么特別特別的要求嗎？第49頁(yè)/共97頁(yè)第50頁(yè)/共97頁(yè)第51頁(yè)/共97頁(yè)第52頁(yè)/共97頁(yè)第53頁(yè)/共97頁(yè)第54頁(yè)/共97頁(yè)第55頁(yè)/共97頁(yè)第56頁(yè)/共97頁(yè)第57頁(yè)/共97頁(yè)第58頁(yè)/共97頁(yè)第59頁(yè)/共97頁(yè)第60頁(yè)/共97頁(yè)使用- 誰(shuí)買？- 誰(shuí)用？- 在購(gòu)買使用前、中、后，他 們腦子想些什么？- 何時(shí)？何處？為什么用？- 產(chǎn)品使用結(jié)合了什么樣的 價(jià)值觀，抱負(fù)或情感？- 可能牽涉什么樣的趨勢(shì)或議 題？品牌環(huán)境- 多或少；突出或相似？- 有名氣？新不新？是不是很傳 統(tǒng)？- 本土化？有文化的？ 國(guó)際性的？- 人們對(duì)我們認(rèn)知或感覺(jué)為何？- 消費(fèi)者轉(zhuǎn)換品牌的

5、代價(jià)是什么？第61頁(yè)/共97頁(yè)第62頁(yè)/共97頁(yè)用了它很安心用了它很安心例:1)鎖因?yàn)橐驗(yàn)樗运?堅(jiān)固的鎖堅(jiān)固的鎖小偷撬不開(kāi)小偷撬不開(kāi)家里很安全家里很安全(特點(diǎn)特點(diǎn))(理性理性)(感官感官)(感性感性)* 思考：哪一層次在現(xiàn)階段可幫助找到差異點(diǎn)？思考：哪一層次在現(xiàn)階段可幫助找到差異點(diǎn)？階梯法第63頁(yè)/共97頁(yè)吃了不易感冒吃了不易感冒有益健康有益健康家里人多吃健康家里人多吃健康我是好媽媽我是好媽媽含維生素含維生素C例例:2)橘子橘子階梯法第64頁(yè)/共97頁(yè)第65頁(yè)/共97頁(yè)第66頁(yè)/共97頁(yè)第67頁(yè)/共97頁(yè)1.Disney Consumer Products2. Haagen Daz pre

6、mium ice-cream3. Reebok athletic shoes4. Hennessy VSOP5. SKII Skincare6. Pert Shampoo7. Kellogg Mueslix cereals8. Fei Yang Juice Tea Drinks9. Philip Morris Parliment10. Teco Cellular phonesParents of 3-7 year oldBaby boomersMales 12-17Males 25-39Women 20-39A d u l t s 2 0 - 3 9 ( e s p females)Teens

7、, young adultsAdults 25+Adults 18+第68頁(yè)/共97頁(yè)第69頁(yè)/共97頁(yè)第70頁(yè)/共97頁(yè)第71頁(yè)/共97頁(yè)第72頁(yè)/共97頁(yè)nAdditional information (e.g. Pricing)第73頁(yè)/共97頁(yè)nReason Why nThis is because “One Second” detergent has a unique Enzyme called Penetein, it not only clean the tough stain well, but also can penetrate into the stain fast. S

8、o you dont need to soak the clothes anymore.nAdditonal Information:nPrice: 400g only 2RMB第74頁(yè)/共97頁(yè)whole night sleep. nReason Why nThis is because “Pampers” Diaper has a high tech paper which can absorb 6 times more water than normal cloth diapers. Its effectiveness has been proved by China Baby Grow

9、th Association. n“Pampers” baby diaper, super power to absorb water that leave your baby to have good whole night sleep.第75頁(yè)/共97頁(yè)第76頁(yè)/共97頁(yè)BRANDPERFORMANCE HURDLECONCEPT:to change consumers mindMy consumers currently DO.because they currently THINK / FEEL about my brand.CURRENT REALITY.if I can make

10、them THINK / FEEL about my brand.then they will DODESIRED FUTURE 第77頁(yè)/共97頁(yè)第78頁(yè)/共97頁(yè)第79頁(yè)/共97頁(yè)第80頁(yè)/共97頁(yè)第81頁(yè)/共97頁(yè)nReason WhynThis is because “all in one” car is produced by world class company, world class workers and world class process. nAll In One Car, world class car, satisfying your every dreams o

11、f car.第82頁(yè)/共97頁(yè)nJoin Millionairie Program, become Millionaire within one year with only 1000RMB investment.第83頁(yè)/共97頁(yè)n“FARMER” Mineral Water, a little sweet.第84頁(yè)/共97頁(yè)nThis is because Apple biggest 17 Ince. Screen laptop gives you vivid show for watching movies while 12 Ince. Smallest screen laptop is

12、 very convenient for you to carry. nNew Apple Laptop, biggest or smallest, the best from Apple.第85頁(yè)/共97頁(yè)第86頁(yè)/共97頁(yè)great sleep in cold winter. nReason WhynThis is because “GOOD SLEEP” quilt is using a high tech warm materials which is used & proven by the US space ship bureau to have Triple power to keep the warmth than normal cotton.n“GOOD SLEEP” quilt, Triple protection, warm your family in winter.第87頁(yè)/共97頁(yè)nReason WhynThis is because J&J baby shampoo is using the natural ingredients and PH balanced which is mild to babys eyes. n“J&J” Baby Sha