戰(zhàn)略性行動計劃課件

STRATEGICACTIONPLAN戰(zhàn)略性行動計劃會議目的

MeetingObjective就主要的市場營銷問題進行對話優(yōu)先順序行動資源接下來的步驟CreatedialogueaboutkeymarketingissuesPrioritiesActionsResourcesNextSteps排在恒安的戰(zhàn)略優(yōu)先地位應(yīng)該是什么？

WhatShouldHengAn'sStrategicPrioritiesBe?目前的形勢CurrentSituation目前的形勢

CurrentSituationHengAn'sStrengthsAbilityandforesighttochoosedynamic,profitablebusinessopportunities-sanitarynapkinsanddiapersOutstandingmanufacturerofpaperproductsLargedistributionnetworkKnowledgeofChineseconsumerLeadingbrandsofsanitarynapkinsinChina恒安的優(yōu)勢有遠(yuǎn)見卓識，選擇了衛(wèi)生巾和紙尿褲行業(yè)-具有動態(tài)及豐厚利潤的商業(yè)機會紙品類的著名生產(chǎn)企業(yè)廣泛的分銷網(wǎng)絡(luò)了解中國的消費者衛(wèi)生巾行業(yè)在中國占領(lǐng)導(dǎo)品牌變化的環(huán)境

ChangingEnvironmentMoreintensecompetitionSmallregionalsSurviveonlowmargins,lowpriceCommoditized,minimalbrandingConsumerdecisiondefaultstopriceLargemulti-nationalsExperiencedconsumerdrivenmarketers競爭更加激烈小型地方企業(yè)以薄利，低價求生存小商品，幾乎無品牌建設(shè)消費者決策默認(rèn)為價格大型跨國公司經(jīng)驗豐富的消費者驅(qū)動型市場營銷者變化的環(huán)境

ChangingEnvironmentCityfocusConcentratedvolumeHigherpriceacceptanceamongconsumersLowersellingandadministrativecostEfficientadvertisingExperiencewithmoderntrade重視城市銷量集中消費者能夠接受較高價位較低的銷售和管理成本有效的廣告對現(xiàn)代通路較有經(jīng)驗變化的環(huán)境

ChangingEnvironmentNewtypeofdistributionLargegroceryandhypermarketsMaximizeconsumerappealChoice,convenience,priceMinimizeproductlinesEfficientadministration/lowerscostsDistinctive,largebrands/productsNew,heavydemandsonmanufacturersProductavailability–quantity,timingAdministrative/softwarecompatibilitySuperbsupplychaincapabilities新型的分銷大型食雜和超市對消費者的吸引力最大化多種選擇，更方便，價格更便宜產(chǎn)品線最大化更有效的管理/更低的成本有特色，大量品牌/產(chǎn)品加重了對生產(chǎn)商的新要求產(chǎn)品效用–數(shù)量，時間管理/軟件兼容力極佳的供應(yīng)鏈能力變化的環(huán)境

ChangingEnvironmentMoredemandingconsumersChoicesConveniencePerformancePrice/valueGreaterrelianceonadvertisingforinformation消費者更加挑剔多選擇方便性性能價格/價值更加依賴于廣告來獲取信息前景展望

FutureOutlookCompetitionisn'tgoingawayLowpriceofentryforregionalsChinesemarketistooattractivetomulti-nationalsHomebasesaturated,growthfrominternationalexpansionHypermarketsareheretostayChinesepotentialSymbioticrelationshipwithmassmarketersStrongconsumerbenefitconvenience,selection,priceConsumerwon'tgobackHumanslikechoiceAspirationalappealsareverypowerful競爭不會自動消失以低價打入地區(qū)市場中國市場對跨國公司太有吸引力了國外本地市場飽和，以跨國擴張實現(xiàn)增長大賣場將保持在中國市場的潛力與大市場經(jīng)銷商的共生關(guān)系使消費者獲益匪淺方便，多樣選擇，價格消費者不回頭人們就是喜歡見異思遷強烈的購買欲首要原則

FirstPrinciplesMaintain/improvestrengthsMinimize/eliminateweaknessesCapitalizeoncompetitiveopportunitiesBevigilanttothreats保持/增強優(yōu)勢最小化/消除劣勢利用競爭機會對威脅保持警醒首要的戰(zhàn)略優(yōu)先

FirstStrategicPriorityMaintain/improvestrengthsPre-eminentChinesepaperproductsmanufacturerStrongdistributionKnowledgeofChineseconsumer保持/增強優(yōu)勢中國馳名的紙制品生產(chǎn)商強有力的分銷網(wǎng)絡(luò)熟悉中國消費者我們要怎樣保持/增強我們的優(yōu)勢

Howdowemaintain/improveourstrengthsPre-eminentpaperproductsmanufacturerMeetthecompetitivechallengeonbothfrontsSanitaryNapkinsRuralLowcostSuperbprice/valueTestvalueofbrandedproductsCityHighqualityRangeofproductsDistinctivebrandingHighbrandrelevancythroughadvertising著名的紙制品生產(chǎn)商在兩大前沿陣地上遭遇競爭者挑戰(zhàn)衛(wèi)生巾農(nóng)村/地方低成本低價（可以說物美價廉）挑戰(zhàn)品牌產(chǎn)品的價值城市高質(zhì)產(chǎn)品系列多特色品牌品牌與廣告的關(guān)聯(lián)性相當(dāng)高我們要怎樣保持/增強我們的優(yōu)勢

Howdowemaintain/improveourstrengthsPre-eminentpaperproductsmanufacturerMeetthecompetitivechallengeonbothfrontsDiapersFocusonCitiesFollowSanitaryNapkinactionsMonitorRuralsituation著名的紙制品生產(chǎn)商在兩大前沿陣地上遭遇競爭者挑戰(zhàn)紙尿褲集中在城市緊隨衛(wèi)生巾的計劃監(jiān)控農(nóng)村/地方形勢我們要怎樣保持/增強我們的優(yōu)勢

Howdowemaintain/improveourstrengthsPre-eminentpaperproductsmanufacturerMaximizequality/costequationUnderstandconsumertargetFunctionalproductneedsStudy/testfunctionalperformanceHengAn'sagainstcompetitivesourceofbusinessRigidproductspecificationsCreatebenchtestingprotocolDevelopconsumerinhomeusetestingprocessHighqualitycontrolsTightpurchasingcontrolsStrongsupplychainoperationHighforecastingaccuracy我們怎么處理分銷成本問題？我們怎么處理城市與農(nóng)春地方產(chǎn)品/品牌的問題Howdowedealwithdistributioncosts?Howdowedealwithcityversusruralproducts/brands?著名的紙制品生產(chǎn)商在成本控制范圍內(nèi)將質(zhì)量最大化明確消費者目標(biāo)產(chǎn)品的功能性需求研究/測試產(chǎn)品的功能表現(xiàn)恒安和競爭者產(chǎn)品嚴(yán)格的產(chǎn)品規(guī)格創(chuàng)立產(chǎn)品實驗測試流程建立消費者家庭使用比較測試流程高度質(zhì)量控制嚴(yán)格的采購控制強有力的供應(yīng)鏈支持高精度的預(yù)測準(zhǔn)確性我們要怎樣保持/增強我們的優(yōu)勢

Howdowemaintain/improveourstrengthsBroaddistribution

TodaythatrequiresparticipationinmoderntradeUnderstandmoderntradeneedsOrganizeandtrainsalesforcePreparesellingmaterialsInstallandtestappropriatesystems/software廣泛的分銷

目前需要進入現(xiàn)代通路了解現(xiàn)代通路的需求組織并培訓(xùn)銷售人員準(zhǔn)備銷售材料安裝并測試適當(dāng)?shù)南到y(tǒng)/軟件我們要怎樣保持/增強我們的優(yōu)勢

Howdowemaintain/improveourstrengthsBroaddistributionTwoprongedprogramGrowdistributioninmoderntradeNearterm–whatwehavenowLongerterm–whatwecan/shouldhaveMaintaindistributioninruralareas如何？HOW?廣泛的分銷渠道兩個并行項目現(xiàn)代分銷通路的增長近期–目前我們有什么長期–我們還可以/應(yīng)該要什么保持我們在農(nóng)村/地方的分銷網(wǎng)絡(luò)我們要怎樣保持/增強我們的優(yōu)勢

Howdowemaintain/improveourstrengthsBroaddistributionConductresearchamongmoderntradetolearnneedsStudymethodsofsuccessfulcompetitorsDevelopaclearandcompellingstrategyforsellingtothetradeDistinctivebrandingCompetitivelysupportedthroughadvertisingConsistentproductqualityCompetitiveprice/valueDeterminespecificproductline-upMarketingsupportcalendarProvidesamplesofadvertisingmaterials廣泛的分銷渠道在現(xiàn)代通路的基礎(chǔ)上進行調(diào)研研究競爭者的成功方法制定一個清晰并且強制性的策略以打入各通路特色品牌通過廣告支持競爭穩(wěn)定的產(chǎn)品質(zhì)量競爭性的價格/價值確定具體的產(chǎn)品系列市場支持行動一覽表提供廣告材料的樣品我們要怎樣保持/增強我們的優(yōu)勢

Howdowemaintain/improveourstrengthsBroaddistributionEstablishasalestrainingprogramEstablishacitysalesforcewithtrainingonmajoroutletsellingEstablisharuralsalesforcewithtrainingasappropriatetoneedRe-organizeifnecessary,identifyrolesandresponsibilitiesDetermineappropriatesystemsandsoftwareObtainandinstallTestandtrainDevelopasalescalendartomeettradeplanningdeadlines廣泛的分銷網(wǎng)絡(luò)建立銷售培訓(xùn)計劃建立一個城市銷售隊伍，培訓(xùn)他們?nèi)绾蜗蛑饕咒N渠道銷售建立一個農(nóng)村/地方銷售隊伍，根據(jù)需要進行培訓(xùn)如果需要進行充足，確定角色和職責(zé)確定合適的系統(tǒng)和軟件取得并安裝測試并培訓(xùn)制定一套銷售日程來達到銷售計劃的底線我們要怎樣保持/增強我們的優(yōu)勢

Howdowemaintain/improveourstrengthsCreateanevenstrongerrelationshipwiththenewChineseconsumerCitiesEmotionallybasedbrandingCompetitiveuseofadvertisingRuralAreasMaintaingoodprice/valueequationImproveconsumerrelationshipthroughstrongerbranding與新的中國消費者創(chuàng)建更強有力的關(guān)系城市獎品牌建立在情感基礎(chǔ)之上高效利用廣告進行競爭農(nóng)村/地方區(qū)域保持物美價廉通過建設(shè)強勢品牌來改進消費者之間的關(guān)系我們要怎樣保持/增強我們的優(yōu)勢

Howdowemaintain/improveourstrengthsCreateanevenstrongerrelationshipwiththenewChineseconsumerDetermineimportantrationalneedsofconsumersinruralareasandcitiesDetermineconsumerandcompetitivesourceofbusinessEvaluateHengAn'sproductsagainstthatcompetitionDeterminethebreadthofproductsrequiredtomaximizeconsumerappeal,minimizecostsRefinebrandimageProductPackageCommunicationDeveloplongandshorttermmarketingplansTestLaunch與新的中國消費者創(chuàng)建更強有力的關(guān)系確定地方和城市消費者重要的理性需要確定消費者和競爭對手評估恒安產(chǎn)品與競爭者相比如何確定產(chǎn)品覆蓋系列，使其對消費者訴求最大化，成本最小化重塑品牌形象產(chǎn)品包裝廣告D確定長期和短期的市場營銷計劃測試發(fā)布我們?nèi)绾伪３?提高我們的優(yōu)勢Howdowemaintain/improveourstrengthsCreateanevenstrongerrelationshipwiththenewChineseconsumerSanitaryNapkinsandDiapersUnderstandrationalandemotionalneedsofcityandruralconsumerDeterminekeyconsumerandcompetitivesourceofbusinessforourgrowthEvaluateourproductsagainstconsumerneedsandcompetitiveperformanceBench,inhomeusetesting建立與中國消費者的空前牢固關(guān)系衛(wèi)生巾和紙尿褲了解城市、農(nóng)村消費者的感性、理性消費需求。為發(fā)展業(yè)務(wù)確定關(guān)鍵的消費者和競爭優(yōu)勢。對照消費者需求和競爭中的表現(xiàn)評估我們的產(chǎn)品比照、內(nèi)部測試EvaluatepricingalternativesRefinebrandsandproductlinesifindicatedDevelopandtestaruralcommunicationprogramEvaluateourbrandimageagainstconsumerneedsandcompetitivepositionsDevelopandtestvaryingcitycommunicationprogramsandbudgetlevels我們?nèi)绾伪３帧⑻岣呶覀兊膬?yōu)勢

Howdowemaintain/improveourstrengths評估不同的定價根據(jù)需要優(yōu)化品牌和產(chǎn)品線發(fā)展、測試農(nóng)村廣告計劃對照用戶需求和競爭態(tài)勢評估我們的品牌形象發(fā)展、測試不同城市的廣告計劃和預(yù)算開支未來

FutureInmarketactionshouldfocusonbuildingonthestrengthsthatHengAncurrenthasAtthesametime,HengAnshouldstudyhowtomosteffectivelybroadenthatbusinessFromPaperproducttodayto…Theleadingprovideroffemininehygieneproducts?Theleadingprovideroffamilyhygieneproducts?Theleadingproviderofhealthandwell-beingproductsforallmembersofthefamily,adultsandchildren恆安市場行為應(yīng)揚長避短同時恆安要學(xué)習(xí)有效地發(fā)展、擴大業(yè)務(wù)范圍從紙制品行業(yè)到。。。女性衛(wèi)生用品行業(yè)的領(lǐng)頭羊？家庭衛(wèi)生用品行業(yè)的巨頭？或是男女老少每個家庭成員的保健品、美化品的最大供應(yīng)商？優(yōu)先行動

PriorityActionsReadythesalesforceforhypermarketblitz–Anerleasvaluealternativetopremiumforeignbrands;AnleaspricebrandRevitalizeAnerle–consumerbrandandproductresearch;newpositioning,newadvertising,newpackagingSelectthebestproductsintheAnleline;reposition,repackage.Evaluateneedfor/valueofadvertisingprogramforcitiesand/orruralareas使銷售人員預(yù)備好大賣場閃電戰(zhàn)–安爾樂成為與國外高檔品牌相匹敵的品牌；安樂作為打價格的品牌重塑安爾樂-品牌的消費者調(diào)研和產(chǎn)品調(diào)研；新的定位，新的廣告，新包裝選擇安樂系列中的最賣座的產(chǎn)品；重新定位，重新包裝。評估城市及農(nóng)村市場廣告計劃的需要及價值優(yōu)先行動

PriorityActionsAssessfordiapersConsumerrationalandemotionalneedsProductperformanceagainstcompetitionDevelopdiaperbrandandlineconcepts,businessproposition,launchtimetableIdentifyAnerlephasetwolineextensionsandproductimprovementsPreparephasetwomarketingplanforAnerleandAnle紙尿褲的評估消費者理性和感性的需求產(chǎn)品相對競爭者的表現(xiàn)建立紙尿褲品牌及產(chǎn)品系列的概念，商業(yè)計劃，上市時間表明確安爾樂第二階段的產(chǎn)品系列延伸及產(chǎn)品改進準(zhǔn)備第二階段，安爾樂和安樂的市場計劃優(yōu)先行動

PriorityActionsDeveloptwomarketingplans–cityandruralCityfocusesonAnerle,withAnlesellinaspossibleRuralfocusisreversedAssessthepotentialfornewpremiumsanprobrandDevelopasixsigmamanufacturing/operationsprogramAssessthepotentialofotherproductcategoriesPaperbased,e.g.,babywipesNon-paperbased,e.g.,shampoo制定兩個市場營銷計劃–城市和地方城市集中在安爾樂上，安樂盡可能打入地方市場反之評估新的高檔衛(wèi)生巾品牌的潛力建立一套6sigma生產(chǎn)/操作體系評估其它產(chǎn)品品類的潛力紙制的，如：嬰兒濕紙巾非紙類，如：香波優(yōu)先排序評估

PriorityAssessment安爾樂-12Anerle-12安樂-8Anle-8安兒樂–13.5Anerrle–13.5新品類-7NewCategory-7業(yè)務(wù)規(guī)模Sizeofbusiness中Moderate-2大Large-3小Low-1無None-0目前銷售狀況CurrentSalesStatus平穩(wěn)Stable-2下降Declining-1增長Growing-3無None-0增長潛力GrowthPotential中Moderate