品牌管理——目標顧客群零售模式ppt課件

1、“出發(fā)點決議了基于供應(yīng)鏈的“渠道關(guān)系品牌管理的關(guān)鍵是以消費者為出發(fā)點供應(yīng)商與零售商的協(xié)作也是以顧客/消費者為出發(fā)點品牌管理 目的顧客群零售方式.SHOPPER FOCUSED RETAILING目的顧客群零售方式Shopper Focused Retailing will become the industry standard business practiceThe focus of retailers: switch from building transactions to building loyalty using market leading brands. Shoppers w

2、ill make their outlet loyalty choices based on retailer overall brand positioning statements versus solely retail price. Shopper satisfaction results for key retail customers will increase significantly as core shopper needs are identified and retailer business models are developed to meet these cor

3、e shopper needs. It changes the focus of retailing from providing products in categories to solutions and servicesIts about managing Consumer Segments, not Categories and match categories to meet their needs Retailers who have embraced the shopper focused concepts of Shopper Focused Retailing will b

4、e rewarded with record volume and market share results. SFR is a business process, a Pull-process starting from Shopper, it shifts from category focus to Overall Business Model focus. 業(yè)務(wù)流程 + “拉動 + 以顧客為出發(fā)點 + 全面生意模型.All SFR work will be prioritized by the Consumers Hierarchy of needs and will start wi

5、th focusing the customer on the target shopperSFR Overall Methods 整體模型 Identify target shopper 確定目的顧客群Understand target shoppers needs 了解目的顧客群需求Create a value proposition around the target shoppers- Store equity 圍繞目的客群發(fā)明價值命題(獨特的)Quality & Reliability質(zhì)量及可靠性Convenience方便Value價值Control控制Choice選擇.Basic

6、needs (Price of entry)根本需求Secondary needs (differentiation)Enhancement (loyalty, increased usage)Social acceptance (how others judge you)Personal accomplishment/empowerment(how you judge yourself)Self aspiration (what you can become) Identify Target Shoppers Needs 確定目的顧客群的需求 HIERARCHY OF NEEDS (需求層級

7、).戰(zhàn)略決策StrategicDecisions戰(zhàn)術(shù)決策TacticalDecisionsDefine Segments Within Each Shopper OfferingDetermine Overall Role For Shopper OfferingShopper Offering Segment AssessmentDefine Target Objective/MeasuresDefine Shopper Offering TacticsSFR 八步過程Identify Target Household確定目的顧客群Establish Core Competency構(gòu)建中心競

8、爭力Define Value Propositions定義并傳達價值命題Create Shopper Offering圍繞顧客群創(chuàng)建商品組合Establish Corporate Roles, Tactics, Measures確定總體角色, 戰(zhàn)略, 衡量規(guī)范Shopper Offering Assessment評價商品組合Create Shopper Offering Business Plan創(chuàng)建商品組合的業(yè)務(wù)開展方案Assess Shopper Value Proposition Effectiveness定期評價價值命題的有效性12345678.Shopper Focused Reta

9、iling ProcessIdentify Target Household1Establish Core Competency2Define Value Propositions3Create Shopper Offering4Establish Corporate Roles, Tactics, Measures5Shopper Offering Assessment6Create Shopper Offering Business Plan7Assess Shopper Value Proposition Effectiveness8.1 - Identify Target Househ

10、old “確定目的顧客群Identify Target Household1Business QuestionsWho are my target households?What are their needs?Why is the target economically viable?Solutions / ToolsDemographic, Lifestyle and Retailing TrendsFocus GroupsCurrent Shopper Profile & ProfitabilityStatistical / Sociodemographic DataAvailable

11、Transactional DataDemographic Segmentation AnalysisEstablish Core Competency2Define Value Propositions3Create Shopper Offering4Establish Corporate Roles, Tactics, Measures5Shopper Offering Assessment6Create Shopper Offering Business Plan7Assess Shopper Value Proposition Effectiveness8.2 - Establish

12、Core Competency “構(gòu)建中心競爭力2Business QuestionsWhat does/could XYZShop stand for?What does/could competition stand for?What Opportunities does this create for XYZShop?Solutions / ToolsQuantitative ResearchSyndicated DataSWOT AnalysisFocus GroupsEstablish Core CompetencyDefine Value Propositions3Create S

13、hopper Offering4Establish Corporate Roles, Tactics, Measures5Shopper Offering Assessment6Create Shopper Offering Business Plan7Assess Shopper Value Proposition Effectiveness81Identify Target Household.3 - Define Value Propositions “定義并傳達價值命題3Business QuestionsHow do I want to describe myself to my t

14、arget household?What Brand does best describe myself?What Tagline conveys my image best?Solutions / ToolsDissatisfier/Strength Analysis versus Key CompetitorConsumer Hierarchy of NeedsConcept Testing / Concept LabDefine Value PropositionsCreate Shopper Offering4Establish Corporate Roles, Tactics, Me

15、asures5Shopper Offering Assessment6Create Shopper Offering Business Plan7Assess Shopper Value Proposition Effectiveness81Identify Target HouseholdEstablish Core Competency2.4 - Create Shopper Offering “圍繞顧客群創(chuàng)建商品組合4Business QuestionsWhat do shoppers think you are offering today?What can you offer bas

16、ed on shoppers needs?How do shoppers want to shop with you?Solutions / ToolsFocus GroupsConcept Testing / Concept LabCreate Shopper OfferingEstablish Corporate Roles, Tactics, Measures5Shopper Offering Assessment6Create Shopper Offering Business Plan7Assess Shopper Value Proposition Effectiveness81I

17、dentify Target HouseholdEstablish Core Competency2Define Value Propositions3.5 - Establish Corporate Roles, Tactics, Measures “確定總體角色, 戰(zhàn)略, 衡量規(guī)范5Business QuestionsWhat Roles do you want to play with shoppers?What are the primary Tactics that will be used to achieve those roles?How will you measure yo

18、ur success?Solutions / ToolsRTM MatrixScorecardEstablish Corporate Roles, Tactics, MeasuresShopper Offering Assessment6Create Shopper Offering Business Plan7Assess Shopper Value Proposition Effectiveness81Identify Target HouseholdEstablish Core Competency2Define Value Propositions3Create Shopper Off

19、ering4.6 - Shopper Offering Assessment “評價商品組合6Business QuestionsWhat are the characteristics of important shopper offerings?Which offerings are most important to my target household?Which offerings are most important to you? Solutions / ToolsSFR ModelProduct Categorization ResearchAssortment Princi

20、plesFocus Group / Concept TestingShopper Offering AssessmentCreate Shopper Offering Business Plan7Assess Shopper Value Proposition Effectiveness81Identify Target HouseholdEstablish Core Competency2Define Value Propositions3Create Shopper Offering4Establish Corporate Roles, Tactics, Measures5.7 - Cre

21、ate Shopper Offering Business Plans “創(chuàng)建商品組合的業(yè)務(wù)開展方案7Business QuestionsFrom a Shopper perspective, what segments and productsare important?Which segments and products are important to you? Solutions / ToolsSyndicated Data (ie. Share reports, Household Panel data)Transactional dataFocus Groups / Concep

22、t TestingCreate Shopper Offering Business PlanAssess Shopper Value Proposition Effectiveness81Identify Target HouseholdEstablish Core Competency2Define Value Propositions3Create Shopper Offering4Establish Corporate Roles, Tactics, Measures5Shopper Offering Assessment6.8 - Assess Shopper Value Propos

23、ition Effectiveness “定期評價價值命題的有效性1Business QuestionsHow receptive are shoppers to the Business ModelHow satisfied are my customers?Solutions / ToolsCustomer satisfaction surveysTransactional data analysis (customer retention, basket size and composition, order frequency)Scorecard Assess Shopper Valu

24、e Proposition EffectivenessIdentify Target HouseholdEstablish Core Competency2Define Value Propositions3Create Shopper Offering4Establish Corporate Roles, Tactics, Measures5Shopper Offering Assessment6Create Shopper Offering Business Plan78.1 - Identify Target Household1Identify Target HouseholdSour

25、ce: Nielsen Household Panel Germany 1998What % of Households count for what % of Spendings? LaunchSegmentationModel1 PHH2 PHH3 PHH 4+ PHHHousehold Size 4,000 DMHousehold Income.1 - Identify Target HouseholdYoung families versus elderly or single consumersHigher basket size and higher frequencyBuy pr

26、oducts with higher marginHave more likely Internet access (allows Internet only model, which is significantly cheaper than mixed model)Elderly mainly by heavy/bulky products (lower profit) via CD and purchase products with higher margin in store (socializing)Easier to upsell with “high potential tar

27、get consumerConcept Testing: Concept appealed to 80% of target group - going outside the target, appeal goes down to 50%1Identify Target Household.1 - Identify Target HouseholdSource: GfK Online Monitor February 1999What is the current Online User profile? 1Identify Target Household.1 - Identify Tar

28、get HouseholdTargeting is important to establish an economically viable offering .North America*1)EuropeKonsum KF (Sweden) - 80% of shoppers are dual income families with 2.3 kids and average income at index 115 vs. national average*2)*1) Streamline Presentation at Institute of Directors (London)*2)

29、 Lebensmittelzeitung 19/3/991Identify Target Household.2 - Establish Core Competency2Establish Core CompetencySource: TPI/P&G Shopper Research Germany (n= 10,000)Are Existing Retailers Meeting The Most Important Shopper Expectations? LaunchAnalysisModel.2 - Establish Core CompetencySWOT ApproachUsed

30、 to identify your strength & weaknesses to position your current operationWhat can you leverage in this environment which has proven with your customersWhat are the threads your competitors are expectingWhat are the weaknesses of your competitors that you can exploit?2Establish Core Competency.2 - E

31、stablish Core CompetencyNationwide homedeliveryConvenient shopping experience A personalized service Consumer doesnt need to have a car or transportation24/7 opening hoursSTRENGTHSWhat Does XYZShop Excel At?OPPORTUNITIESWhat Could XYZShop Excel At?WEAKNESSESWhat Does The Competition Excel At?THREATS

32、What Could The Competition Excel At?SWOT Template / ExampleKnown brand nameVariety of fresh productsNo delivery feeKnown for care for environmentPurchasing power & expertise (esp. fresh)Leverage the freshness advantage (Link consumer “direct to farm)Much more targeted selection of superior quality p

33、roductsOffer products not available in local marketLeverage gift-giving to retain/attract shoppersUse shopper database (shareholders & clients) to position offering against XYZShopLeverage loyalty programs to get better consumer understandingLeverage financial strength to subsidize CD offering2Estab

34、lish Core Competency.3 - Define Value Propositions (Concept Development)3Define Value PropositionsSource: DMA On-line Survey (n=354)What are the Benefits & Barriers of Shopping Online? 12.3 - Define Value Propositions (Concept Development)Source: St. Josephs University - Supermarket Business 2/97Are

35、 perceptions of Consumer Direct different between users and non-users? Conclusion: Dramatic differences exist in perceptions of “non-usersversus realities of “users123Define Value Propositions.3 - Define Value Propositions (Concept Development)3QualityFreshness of perishablesquality of non-genetical

36、ly altered meats,National brands1EconomyReasonable pricing for products and servicesDelivery Fee isNo 1 barrier2ConvenienceStress free alternatives to managing low involvement tasksTime savings and simplicity3ControlConsumers want shopping to provide a positive, involving experience that they contro

37、l4ChoiceInformation that makes consumers feel that they make an informed, purchase decisionproper choice5ImportanceSource: Market Research 1996-1999CD Shopper: Hierarchy Of Needs3Define Value Propositions.3 - Define Value Propositions (Concept Development)Current Shopping Experience - XYZShopCurrent

38、 Shopping Experience - Bricks & MortarDissatisfiers / Strengths Analysis3Define Value Propositions.3 - Define Value Propositions (Concept Development)Concept Statements - Example I123Define Value Propositions.Shopper InsightReasons to BelieveShopper Benefit3 - Define Value Propositions (Concept Deve

39、lopment)-Shoppers feel like their lives are out of balance-Weekly errands are too time consuming, and unpleasant, but a necessary part of your routine-XYZShop will restore balance, as well as harmony to your life by eliminating the time that you currently spend running errands-This will reduce stres

40、s in your life-Broad assortment of products/services to eliminate weekly errands -Grocery store pricesConcept Statements - Example II123Define Value Propositions.4 - Create Shopper OfferingSource: EHI Handel Aktuell 1997What are the spendings per category in a Supermarket? 4Create Shopper Offering.4

41、 - Create Shopper OfferingQualitative Research to define shopper offeringProduct / Services TodayProducts Consumer did not articulateProducts Consumers thought you could offerKey InsightsDifferent consumers will place product in different locationsSame product in Multi-locationsHigher level aggregat

42、ionFocus Group Insights4Create Shopper Offering.4 - Create Shopper OfferingServicesPrepared MealsMeats/DeliFrozen FoodsDairyProduceBakeryBeveragesPackaged FoodsHouseholdPersonal CarePet CareBaby CareBath/SoapCough/Cold DeodorantDentalDiet AidsEye CareFeminine CareFirst AidFoot CareHair CareNail Care

43、Pain ReliefShaving CareSkin CareStomachAll OtherProductsVideosDry CleaningFilm ProcessingHome/HealthPostage / ParcelShopper Offering Example4Create Shopper Offering.5 - Establish Corporate Roles, Tactics, MeasuresONLYPROVIDERPRIMARYPROVIDERONE/FEWPROVIDERSONE/MANYPROVIDERS100% of my purchases within

44、 this shopper offering come from XYZShopAs the only provider of this shopper offering, XYZShop meets all of my needs, and therefore I do not need to ever look elsewhereXYZShop offers exactly what I want, each time I shop85% of my purchases within this shopper offering come from XYZShopWhen I think o

45、f this shopper offering, XYZShop is the first place which comes to mind65% of my purchases within this shopper offering come from XYZShopThough XYZShop is not the only place where I make purchases in this shopper offering, XYZShop is one of only a select few places where I actually buy.50% of my purchases within this shopper offering come from XYZShopThough XYZShop offers me the ability to purchase this shopper of