贏在最后一里-終端渠道營(yíng)銷(xiāo)策略

贏在最后一里-終端渠道營(yíng)銷(xiāo)策略終端推廣模式在整個(gè)購(gòu)買(mǎi)過(guò)程中品牌與消費(fèi)者的接觸過(guò)程，Zdology調(diào)查提供了一個(gè)基于購(gòu)買(mǎi)者的分析觀點(diǎn)。賣(mài)場(chǎng)外賣(mài)場(chǎng)內(nèi)柜臺(tái)前吸引停留銷(xiāo)售購(gòu)買(mǎi)途徑模式關(guān)于Zdology的發(fā)現(xiàn)摘要1.賣(mài)場(chǎng)外賣(mài)場(chǎng)外賣(mài)場(chǎng)內(nèi)柜臺(tái)前60%的購(gòu)買(mǎi)者不會(huì)獨(dú)自購(gòu)物(40%與伴侶一起，20%與一個(gè)朋友一起).66%的購(gòu)買(mǎi)者帶著購(gòu)買(mǎi)意圖進(jìn)店(80%)購(gòu)買(mǎi)者會(huì)制定購(gòu)買(mǎi)前計(jì)劃，

約50%有預(yù)定的品牌20%的購(gòu)買(mǎi)者是幫其他人購(gòu)買(mǎi)消費(fèi)者購(gòu)買(mǎi)前至少渠過(guò)3種不同的銷(xiāo)售點(diǎn)2.賣(mài)場(chǎng)內(nèi)去的第一個(gè)柜臺(tái)與購(gòu)買(mǎi)前計(jì)劃有直接關(guān)系作為第一個(gè)被拜訪的柜臺(tái)，諾基亞領(lǐng)先摩托羅拉.在柜臺(tái)拜訪率方面，諾基亞也領(lǐng)先摩托羅拉不超過(guò)50%的購(gòu)物者會(huì)留意到終端和促銷(xiāo)推廣物料3.柜臺(tái)前完成銷(xiāo)售率很低（15%）促銷(xiāo)人員的推薦是改變購(gòu)買(mǎi)前計(jì)劃的最大影響因素在購(gòu)買(mǎi)決定時(shí)，品牌是首要的考慮因素，緊接著的是功能性和價(jià)位購(gòu)買(mǎi)前計(jì)劃的改變率高達(dá)53%購(gòu)買(mǎi)者更喜歡開(kāi)放式柜臺(tái)吸引停留銷(xiāo)售信息說(shuō)服RAZR2購(gòu)買(mǎi)途徑賣(mài)場(chǎng)外賣(mài)場(chǎng)內(nèi)柜臺(tái)前門(mén)口包裝吸引和告知信息:這里有新的RAZR2促銷(xiāo)員推銷(xiāo)說(shuō)服與銷(xiāo)售零售環(huán)境營(yíng)造停留與告知柜臺(tái)體驗(yàn)停留與告知柜臺(tái)傳單說(shuō)服與銷(xiāo)售信息:體驗(yàn)新的RAZR2展示系統(tǒng)吸引和告知吊旗吸引和告知海報(bào)吸引和告知展架吸引和告知賣(mài)場(chǎng)外海報(bào)吸引和告知信息:強(qiáng)化RAZR2的賣(mài)點(diǎn)賣(mài)場(chǎng)外賣(mài)場(chǎng)內(nèi)柜臺(tái)前吸引停留銷(xiāo)售基于購(gòu)買(mǎi)途徑的RAZRV8終端展示吸引停留銷(xiāo)售渠道支持案例分享零售終端設(shè)計(jì)終端陳列終端陳列終端支持物料展品展示架收銀臺(tái)售賣(mài)機(jī)煙缸菜單架燭臺(tái)FrostedacrylicwithNPPengravedonsurface產(chǎn)品展示單元刊物架掛表墻面裝飾落地物料終端支持物料打造一個(gè)成功的市場(chǎng)銷(xiāo)售管理（日?qǐng)觥⒁箞?chǎng)）經(jīng)銷(xiāo)商/終端開(kāi)發(fā)經(jīng)銷(xiāo)商/終端關(guān)系維護(hù)鋪貨賣(mài)進(jìn)理貨產(chǎn)品/品牌能見(jiàn)度（曝光）競(jìng)爭(zhēng)對(duì)手銷(xiāo)售情況資料收集優(yōu)化銷(xiāo)售團(tuán)隊(duì)銷(xiāo)售團(tuán)隊(duì)的能力檢視評(píng)估現(xiàn)有銷(xiāo)售隊(duì)伍的個(gè)人及團(tuán)隊(duì)能力重新定義團(tuán)隊(duì)的角色與職責(zé)組織架構(gòu)，工作角色與責(zé)任，擬定個(gè)人及團(tuán)隊(duì)的KPIs，匯報(bào)系統(tǒng)及流程建立新團(tuán)隊(duì)架構(gòu)根據(jù)定義結(jié)果重新布局促銷(xiāo)人員任務(wù)，個(gè)人及團(tuán)隊(duì)的儀容及精神面貌，管理流程，培訓(xùn)計(jì)劃銷(xiāo)售架構(gòu)模式參考銷(xiāo)售總監(jiān)區(qū)域銷(xiāo)售經(jīng)理（北部）區(qū)域銷(xiāo)售經(jīng)理（東部）區(qū)域銷(xiāo)售經(jīng)理（南部）區(qū)域銷(xiāo)售經(jīng)理（西部）城區(qū)經(jīng)理地區(qū)主管銷(xiāo)售人員（日?qǐng)?夜場(chǎng)）城區(qū)經(jīng)理地區(qū)主管銷(xiāo)售人員（日?qǐng)?夜場(chǎng)）城區(qū)經(jīng)理地區(qū)主管銷(xiāo)售人員（日?qǐng)?夜場(chǎng)）城區(qū)經(jīng)理地區(qū)主管銷(xiāo)售人員（日?qǐng)?夜場(chǎng)）管理流程模式參考銷(xiāo)售人員渠道營(yíng)銷(xiāo)協(xié)調(diào)者渠道銷(xiāo)售經(jīng)理區(qū)域銷(xiāo)售經(jīng)理財(cái)務(wù)否否是

數(shù)據(jù)庫(kù)是/否支付報(bào)告打造一個(gè)成功的市場(chǎng)購(gòu)買(mǎi)者營(yíng)銷(xiāo)促銷(xiāo)活動(dòng)贊助促銷(xiāo)員“最后一里”最終購(gòu)買(mǎi)的過(guò)程“最后一里”中的黃金接觸點(diǎn)

了解客戶(hù)品牌與潛在消費(fèi)者的關(guān)系了解客戶(hù)與渠道的關(guān)系了解不同的購(gòu)物者在不同渠道的購(gòu)買(mǎi)習(xí)慣

行動(dòng)營(yíng)銷(xiāo)平臺(tái)行動(dòng)營(yíng)銷(xiāo)平臺(tái)（激活購(gòu)物者的主張）品牌贊助渠道促銷(xiāo)消費(fèi)者促銷(xiāo)其他支持活動(dòng)相關(guān)案例分享一：

卡夫-行動(dòng)營(yíng)銷(xiāo)的規(guī)劃流程我們的工作流程鎖定購(gòu)買(mǎi)者鎖定渠道渠道分析渠道營(yíng)銷(xiāo)策略零售傳播策略接觸點(diǎn)分析市場(chǎng)測(cè)試測(cè)試后評(píng)估購(gòu)買(mǎi)者分析/評(píng)估渠道分析/評(píng)估Shopper/MarketPulse我們的工作流程鎖定購(gòu)買(mǎi)者鎖定渠道渠道分析渠道營(yíng)銷(xiāo)策略零售傳播策略接觸點(diǎn)分析市場(chǎng)測(cè)試測(cè)試后評(píng)估購(gòu)買(mǎi)者分析/評(píng)估渠道分析/評(píng)估Shopper/MarketPulse第三類(lèi)37%第四類(lèi)22%第一類(lèi)22%第二類(lèi)19%目標(biāo)購(gòu)買(mǎi)者人群分類(lèi):3D?(2007)

餅干(每周超過(guò)4次）%速溶咖啡(>每天一次)%RTD

(2-6次每周)%第一類(lèi)121145第二類(lèi)10851第三類(lèi)9555第四類(lèi)6546購(gòu)買(mǎi)者分析–第一類(lèi)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

接觸點(diǎn)便利店小賣(mài)店超級(jí)市場(chǎng)自動(dòng)售賣(mài)機(jī)購(gòu)買(mǎi)者分析–第二類(lèi)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

接觸點(diǎn)便利店小賣(mài)店超級(jí)市場(chǎng)自動(dòng)售賣(mài)機(jī)購(gòu)買(mǎi)者分析–第三類(lèi)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

接觸點(diǎn)便利店網(wǎng)吧校園小賣(mài)店自動(dòng)售賣(mài)機(jī)我們的工作流程鎖定購(gòu)買(mǎi)者鎖定渠道渠道分析渠道營(yíng)銷(xiāo)策略零售傳播策略接觸點(diǎn)分析市場(chǎng)測(cè)試測(cè)試后評(píng)估購(gòu)買(mǎi)者分析/評(píng)估渠道分析/評(píng)估Shopper/MarketPulse渠道選擇標(biāo)準(zhǔn)目標(biāo)購(gòu)買(mǎi)者 2. 便利因素

促銷(xiāo)活動(dòng)/宣傳物料可執(zhí)行/管理度目標(biāo)購(gòu)買(mǎi)者造訪頻率

020低高渠道計(jì)分卡ChannelTargetConsumerConvenience

FactorPromotion/VisibilityEaseOfManagementFrequencyOfVisitTotalScoreCommentHypermarket552015550LowscoreduetoconenviencefactorandconsumerprofileSupermarket551515545LowscoreduetoconenviencefactorandconsumerprofileCVS202015202095

InternetCafe202010202090

Campus202010201585

VendingMachine20205202085

Ma&PaShop1520502060ThischannelisidealforOTGproducts,givensitslargenetworkandconveniencefactor.Itslowscoreisduetothedifficultiesofmanagingthischannelandpromotions.Eachbusinessisindividuallyowned.KeyChannels渠道評(píng)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.消費(fèi)者洞察超過(guò)60%的消費(fèi)是沖動(dòng)消費(fèi)

超過(guò)70%的購(gòu)買(mǎi)者購(gòu)買(mǎi)凍飲

購(gòu)買(mǎi)者喜愛(ài)新鮮事物渠道洞察

加大非品牌新鮮食品銷(xiāo)售

希望加大流水，培養(yǎng)忠實(shí)顧客基本接觸點(diǎn)1.正門(mén)1.柜臺(tái)/收銀臺(tái)2.冰箱門(mén)3.貨架末端渠道評(píng)估–校園超市ChannelAssessmentFormClient:KraftJobNo.:Task:DevelopChannelInsightsChannel:CampusSupermarketINSIGHTSWhoshophere?17-23Whyshophere?ConvenienceHowlongdotheyspendinhere?Average15-20minsWhatisthetypicalbasketsize?￥20.00to￥50.00Whatisthetypicalbasketcount?MultipleitemsFrequency: AveragetwiceaweekMostEffectiveCommunicationPoint: Check-outCounterandGondolaEndConsumptionOccasion:Group/ShareBEHAVIOURSWillgotothecampussupermarkettobuytop-upbutwillgotothehypermarketforweeklygroceryPeerdynamicswillinfluencepurchasebehaviorOver90%purchaseisconsumedoff-sitePre-planpurchaseisveryhighImpulsepurchaseisverylowShopperstendtoshoparoundDisplayandpromotionswillinfluencepurchase消費(fèi)者洞察

去校園超市買(mǎi)沖值卡，但去超級(jí)市場(chǎng)買(mǎi)日常所需。

高計(jì)劃消費(fèi)

同伴相互影響消費(fèi)行為渠道洞察

促進(jìn)周末流水基本接觸點(diǎn)1.收銀臺(tái)2.貨架末端渠道評(píng)估–網(wǎng)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消費(fèi)者洞察每餐平均包括一包方便面喝飲料

客人需要滿足對(duì)食品的需求渠道洞察

提供高利食品

多樣化基本接觸點(diǎn)1.柜臺(tái)/收銀臺(tái)2.電腦屏幕渠道評(píng)估–自動(dòng)售賣(mài)機(jī)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消費(fèi)者洞察滿足沖動(dòng)消費(fèi)需要渠道洞察

加大流水基本接觸點(diǎn)外包裝我們的工作流程鎖定購(gòu)買(mǎi)者鎖定渠道渠道分析渠道營(yíng)銷(xiāo)策略零售傳播策略接觸點(diǎn)分析市場(chǎng)測(cè)試測(cè)試后評(píng)估購(gòu)買(mǎi)者分析/評(píng)估渠道分析/評(píng)估Shopper/MarketPulse“最后一里”策略一覽確保消費(fèi)者了解確保購(gòu)買(mǎi)者看到確保購(gòu)買(mǎi)者試用確保渠道支持線下/終端活動(dòng)

產(chǎn)品出現(xiàn)在正確的渠道

產(chǎn)品展示架和終端促銷(xiāo)物料

有針對(duì)性的促銷(xiāo)活動(dòng)

渠道激勵(lì)

相關(guān)案例分享二：

健力士黑騎士之夜-激活消費(fèi)者活動(dòng)傳達(dá)的概念:“黑騎士之夜”通過(guò)系列的“黑騎士之夜”派對(duì)，驅(qū)使目標(biāo)消費(fèi)者到酒吧嘗試健力士啤酒傳達(dá)健力士品牌/產(chǎn)品信息“黑騎士之夜”的品牌框架ImmerseRewardAwareness/TeaserIn-barMentorshipOn-goingEngagementBlackParty“黑騎士之夜”獎(jiǎng)賞“黑騎士之夜”醞釀

reward

BondsFunGuinnessfacts+Q&APDAQ&Agametocommunicateproduct/brandknowledgeATL:PR/3rdpartywebsitesCOREPOWERGOODNESSCOMMUNION

InnovativeRewardIn-bar:

Teaser終端

Chivalrous

Strong

Manly

GatheringCommunionofBKsShow:DJ,music,customizeddance

EngagingRe-invitationBringfriendstoBKFreetrail

Unique推廣進(jìn)程活動(dòng)前活動(dòng)中活動(dòng)后效果跟蹤（待定）目標(biāo)：吸引啤酒消費(fèi)者參加到“黑騎士之夜”的活動(dòng)中來(lái)目標(biāo)：為啤酒愛(ài)好者介紹健力士在MOT的情況，并使他們?nèi)谌肫渲?執(zhí)行時(shí)利用到酒吧中的游戲和娛樂(lè)方式，避免令他們感覺(jué)像在說(shuō)教.可配合產(chǎn)品試飲.目標(biāo)：對(duì)“黑騎士之夜”參與者加強(qiáng)主要品牌和卷入信息的傳遞.創(chuàng)造交際間的傳播擴(kuò)散，吸引他們帶著朋友重復(fù)參與活動(dòng).目標(biāo)：鼓勵(lì)那些經(jīng)常接觸健力士這個(gè)品牌以及喝健力士啤酒的人.制造機(jī)會(huì)更高程度地引導(dǎo)和驅(qū)使他們成為健力士的忠實(shí)消費(fèi)者.策略

推廣小姐向酒吧內(nèi)的消費(fèi)者發(fā)出邀請(qǐng).“黑騎士之夜”的吧內(nèi)海報(bào)

在自由夜生活/生活雜志(周末畫(huà)報(bào))等媒體中進(jìn)行報(bào)道策略

兩瓶免費(fèi)的健力士啤酒健力士固定的表演項(xiàng)目，DJ，舞者等.在熒光幕上播放健力士的相關(guān)信息

播放健力士的影片（電視廣告，健力士之旅).

酒吧內(nèi)終端(海報(bào)，杯墊，Tent-card)

推廣小姐PDA問(wèn)答環(huán)節(jié)(與消費(fèi)者互動(dòng)).

抽獎(jiǎng)環(huán)節(jié)策略

第一通短信：對(duì)發(fā)送短信申請(qǐng)資格的參與者表示感謝第二通短信：告知目標(biāo)群下一次“黑騎士之夜”舉辦的時(shí)間地點(diǎn)等信息，鼓勵(lì)他們下次帶朋友一起再次參與活動(dòng)策略

每月發(fā)送短信提醒消費(fèi)者即將舉辦的“黑騎士”派對(duì).