战略性行动计划PPT

1、PROPRIETARY2000 Thomas Group, Inc.All Rights Reserved.STRATEGIC ACTION PLANPROPRIETARY2000 Thomas Group, Inc.All Rights Reserved.会议目的会议目的Meeting Objectiven 就主要的市场营销问题进行对话就主要的市场营销问题进行对话l 优先顺序优先顺序l 行动行动l 资源资源l 接下来的步骤接下来的步骤n Create dialogue about key marketing issuesl Prioritiesl Actionsl Resourcesl Ne

2、xt StepsPROPRIETARY2000 Thomas Group, Inc.All Rights Reserved.排在恒安的战略优先地位应该是什么？排在恒安的战略优先地位应该是什么？What Should HengAns Strategic Priorities Be?n 目前的形势目前的形势n Current SituationPROPRIETARY2000 Thomas Group, Inc.All Rights Reserved.目前的形势目前的形势Current Situationn Heng Ans Strengthsl Ability and foresight to c

3、hoose dynamic, profitable business opportunities-sanitary napkins and diapersl Outstanding manufacturer of paper productsl Large distribution networkl Knowledge of Chinese consumerl Leading brands of sanitary napkins in Chinan 恒安的优势恒安的优势l 有远见卓识，选择了卫生巾和纸尿裤行业有远见卓识，选择了卫生巾和纸尿裤行业- 具有动态及丰厚利润的商业具有动态及丰厚利润的商

4、业机会机会l 纸品类的著名生产企业纸品类的著名生产企业l 广泛的分销网络广泛的分销网络l 了解中国的消费者了解中国的消费者l 卫生巾行业在中国占领导品牌卫生巾行业在中国占领导品牌PROPRIETARY2000 Thomas Group, Inc.All Rights Reserved.变化的环境变化的环境Changing EnvironmentnMore intense competition-Small regionalsSurvive on low margins, low priceCommoditized, minimal brandingConsumer decision defau

5、lts to price-Large multi-nationalsExperienced consumer driven marketersn竞争更加激烈竞争更加激烈-小型地方企业小型地方企业以薄利，低价求生存以薄利，低价求生存小商品，几乎无品牌建设小商品，几乎无品牌建设消费者决策默认为价格消费者决策默认为价格-大型跨国公司大型跨国公司经验丰富的消费者驱动型市场营销者经验丰富的消费者驱动型市场营销者PROPRIETARY2000 Thomas Group, Inc.All Rights Reserved.变化的环境变化的环境Changing EnvironmentCity focus-Con

6、centrated volume-Higher price acceptance among consumers-Lower selling and administrative cost-Efficient advertising -Experience with modern trade重视城市重视城市-销量集中销量集中-消费者能够接受较高价位消费者能够接受较高价位-较低的销售和管理成本较低的销售和管理成本-有效的广告有效的广告-对现代通路较有经验对现代通路较有经验PROPRIETARY2000 Thomas Group, Inc.All Rights Reserved.变化的环境变化的环

7、境Changing EnvironmentnNew type of distribution- Large grocery and hypermarkets Maximize consumer appeal- Choice, convenience, price Minimize product lines- Efficient administration/lowers costs- Distinctive, large brands/products New, heavy demands on manufacturers- Product availability quantity, ti

8、ming- Administrative/software compatibility- Superb supply chain capabilitiesn 新型的分销新型的分销-大型食杂和超市大型食杂和超市 对消费者的吸引力最大化对消费者的吸引力最大化- 多种选择，更方便，多种选择，更方便，价格更便宜价格更便宜 产品线最大化产品线最大化- 更有效的管理更有效的管理/更低的更低的成本成本- 有特色，大量品牌有特色，大量品牌/产产品品 加重了对生产商的新要求加重了对生产商的新要求- 产品效用产品效用 数量，时数量，时间间- 管理管理/软件兼容力软件兼容力- 极佳的供应链能力极佳的供应链能力PRO

9、PRIETARY2000 Thomas Group, Inc.All Rights Reserved.变化的环境变化的环境Changing Environmentn More demanding consumers- Choices- Convenience- Performance- Price/value- Greater reliance on advertising for informationn 消费者更加挑剔消费者更加挑剔- 多选择多选择- 方便性方便性- 性能性能- 价格价格/价值价值- 更加依赖于广告来获取信息更加依赖于广告来获取信息PROPRIETARY2000 Thoma

10、s Group, Inc.All Rights Reserved.前景展望前景展望Future OutlooknCompetition isnt going awayl Low price of entry for regionalsl Chinese market is too attractive to multi-nationals- Home base saturated, growth from international expansionnHypermarkets are here to stayl Chinese potentiall Symbiotic relationshi

11、p with mass marketersl Strong consumer benefit- convenience, selection, pricenConsumer wont go backl Humans like choicel Aspirational appeals are very powerfuln 竞争不会自动消失竞争不会自动消失l 以低价打入地区市场以低价打入地区市场l 中国市场对跨国公司太有吸中国市场对跨国公司太有吸引力了引力了- 国外本地市场饱和，以国外本地市场饱和，以跨国扩张实现增长跨国扩张实现增长n 大卖场将保持大卖场将保持l 在中国市场的潜力在中国市场的潜力l

12、 与大市场经销商的共生关系与大市场经销商的共生关系l 使消费者获益匪浅使消费者获益匪浅- 方便，多样选择，价格方便，多样选择，价格n 消费者不回头消费者不回头l 人们就是喜欢见异思迁人们就是喜欢见异思迁l 强烈的购买欲强烈的购买欲PROPRIETARY2000 Thomas Group, Inc.All Rights Reserved.首要原则首要原则First Principlesn Maintain/improve strengthsn Minimize/eliminate weaknessesn Capitalize on competitive opportunitiesn Be vi

13、gilant to threatsn 保持保持/ 增强优势增强优势n 最小化最小化/ 消除劣势消除劣势n 利用竞争机会利用竞争机会n 对威胁保持警醒对威胁保持警醒PROPRIETARY2000 Thomas Group, Inc.All Rights Reserved.首要的战略优先首要的战略优先First Strategic Priorityn Maintain/improve strengthsl Pre-eminent Chinese paper products manufacturerl Strong distributionl Knowledge of Chinese consum

14、ern 保持保持/ 增强优势增强优势l 中国驰名的纸制品生产商中国驰名的纸制品生产商l 强有力的分销网络强有力的分销网络l 熟悉中国消费者熟悉中国消费者PROPRIETARY2000 Thomas Group, Inc.All Rights Reserved.我们要怎样保持我们要怎样保持/增强我们的优势增强我们的优势How do we maintain/improve our strengthsnPre-eminent paper products manufacturerl Meet the competitive challenge on both fronts- Sanitary Nap

15、kins Rural- Low cost- Superb price/value- Test value of branded products City- High quality- Range of products- Distinctive branding- High brand relevancy through advertisingn 著名的纸制品生产商著名的纸制品生产商l 在两大前沿阵地上遭遇竞争者挑战在两大前沿阵地上遭遇竞争者挑战- 卫生巾卫生巾 农村农村/地方地方- 低成本低成本- 低价（可以说物美价低价（可以说物美价廉）廉）- 挑战品牌产品的价值挑战品牌产品的价值 城市城

16、市- 高质高质- 产品系列多产品系列多- 特色品牌特色品牌- 品牌与广告的关联性品牌与广告的关联性相当高相当高PROPRIETARY2000 Thomas Group, Inc.All Rights Reserved.我们要怎样保持我们要怎样保持/增强我们的优势增强我们的优势How do we maintain/improve our strengthsn Pre-eminent paper products manufacturerl Meet the competitive challenge on both fronts- Diapers Focus on Cities- Follow

17、Sanitary Napkin actions Monitor Rural situationn 著名的纸制品生产商著名的纸制品生产商l 在两大前沿阵地上遭遇竞争者挑战在两大前沿阵地上遭遇竞争者挑战- 纸尿裤纸尿裤 集中在城市集中在城市- 紧随卫生巾的计划紧随卫生巾的计划 监控农村监控农村/地方形势地方形势PROPRIETARY2000 Thomas Group, Inc.All Rights Reserved.我们要怎样保持我们要怎样保持/增强我们的优势增强我们的优势How do we maintain/improve our strengthsnPre-eminent paper prod

18、ucts manufacturerl Maximize quality/cost equation- Understand consumer target Functional product needs- Study/test functional performance HengAns against competitive source of business- Rigid product specifications Create bench testing protocol Develop consumer in home use testing process- High qual

19、ity controls- Tight purchasing controls- Strong supply chain operation- High forecasting accuracy我们怎么处理分销成本问题？我们怎么处理分销成本问题？我们怎么处理城市与农春地方产品我们怎么处理城市与农春地方产品/品牌的问题品牌的问题How do we deal with distribution costs?How do we deal with city versus rural products/brands?n 著名的纸制品生产商著名的纸制品生产商l 在成本控制范围内将质量最大化在成本控制范围

20、内将质量最大化- 明确消费者目标明确消费者目标 产品的功能性需求产品的功能性需求- 研究研究/测试产品的功能表现测试产品的功能表现 恒安和竞争者产品恒安和竞争者产品- 严格的产品规格严格的产品规格 创立产品实验测试流程创立产品实验测试流程 建立消费者家庭使用比较建立消费者家庭使用比较测试流程测试流程- 高度质量控制高度质量控制- 严格的采购控制严格的采购控制- 强有力的供应链支持强有力的供应链支持- 高精度的预测准确性高精度的预测准确性PROPRIETARY2000 Thomas Group, Inc.All Rights Reserved.我们要怎样保持我们要怎样保持/增强我们的优势增强我们

21、的优势How do we maintain/improve our strengthsn Broad distribution l Today that requires participation in modern trade- Understand modern trade needs- Organize and train sales force- Prepare selling materials- Install and test appropriate systems/softwaren 广泛的分销广泛的分销 l 目前需要进入现代通路目前需要进入现代通路- 了解现代通路的需求了解

22、现代通路的需求- 组织并培训销售人员组织并培训销售人员- 准备销售材料准备销售材料- 安装并测试适当的系统安装并测试适当的系统 / 软件软件PROPRIETARY2000 Thomas Group, Inc.All Rights Reserved.我们要怎样保持我们要怎样保持/增强我们的优势增强我们的优势How do we maintain/improve our strengthsn Broad distributionl Two pronged program- Grow distribution in modern trade Near term what we have now Lon

23、ger term what we can/should have- Maintain distribution in rural areas如何？如何？HOW?n 广泛的分销渠道广泛的分销渠道l 两个并行项目两个并行项目- 现代分销通路的增长现代分销通路的增长 近期近期 目前我们有什么目前我们有什么 长期长期 我们还可以我们还可以/应该要什么应该要什么- 保持我们在农村保持我们在农村/地方的分销网络地方的分销网络PROPRIETARY2000 Thomas Group, Inc.All Rights Reserved.我们要怎样保持我们要怎样保持/增强我们的优势增强我们的优势How do we

24、 maintain/improve our strengthsnBroad distributionl Conduct research among modern trade to learn needsl Study methods of successful competitorsl Develop a clear and compelling strategy for selling to the trade- Distinctive branding- Competitively supported through advertising- Consistent product qua

25、lity- Competitive price/value- Determine specific product line-up- Marketing support calendar- Provide samples of advertising materialsn 广泛的分销渠道广泛的分销渠道l 在现代通路的基础上进行调在现代通路的基础上进行调研研l 研究竞争者的成功方法研究竞争者的成功方法l 制定一个清晰并且强制性的制定一个清晰并且强制性的策略以打入各通路策略以打入各通路- 特色品牌特色品牌- 通过广告支持竞争通过广告支持竞争- 稳定的产品质量稳定的产品质量- 竞争性的价格竞争性的价

26、格/ 价值价值- 确定具体的产品系列确定具体的产品系列- 市场支持行动一览表市场支持行动一览表- 提供广告材料的样品提供广告材料的样品PROPRIETARY2000 Thomas Group, Inc.All Rights Reserved.我们要怎样保持我们要怎样保持/增强我们的优势增强我们的优势How do we maintain/improve our strengthsnBroad distributionl Establish a sales training program- Establish a city sales force with training on major o

27、utlet selling- Establish a rural sales force with training as appropriate to needl Re-organize if necessary, identify roles and responsibilitiesl Determine appropriate systems and software- Obtain and install- Test and trainl Develop a sales calendar to meet trade planning deadlinesn 广泛的分销网络广泛的分销网络l

28、 建立销售培训计划建立销售培训计划- 建立一个城市销售队伍，建立一个城市销售队伍，培训他们如何向主要分培训他们如何向主要分销渠道销售销渠道销售- 建立一个农村建立一个农村/地方销地方销售队伍，根据需要进行售队伍，根据需要进行培训培训l 如果需要进行充足，确定如果需要进行充足，确定角色和职责角色和职责l 确定合适的系统和软件确定合适的系统和软件- 取得并安装取得并安装- 测试并培训测试并培训l 制定一套销售日程来达到制定一套销售日程来达到销售计划的底线销售计划的底线PROPRIETARY2000 Thomas Group, Inc.All Rights Reserved.我们要怎样保持我们要怎样

29、保持/增强我们的优势增强我们的优势How do we maintain/improve our strengthsnCreate an even stronger relationship with the new Chinese consumerl Cities- Emotionally based branding- Competitive use of advertisingl Rural Areas- Maintain good price/value equation- Improve consumer relationship through stronger brandingn

30、与新的中国消费者创建更强有力的关系与新的中国消费者创建更强有力的关系l 城市城市- 奖品牌建立在情感基础之上奖品牌建立在情感基础之上- 高效利用广告进行竞争高效利用广告进行竞争l 农村农村/地方区域地方区域- 保持物美价廉保持物美价廉- 通过建设强势品牌来改进消费者之间的关系通过建设强势品牌来改进消费者之间的关系PROPRIETARY2000 Thomas Group, Inc.All Rights Reserved.我们要怎样保持我们要怎样保持/增强我们的优势增强我们的优势How do we maintain/improve our strengthsnCreate an even stro

31、nger relationship with the new Chinese consumerl Determine important rational needs of consumers in rural areas and citiesl Determine consumer and competitive source of businessl Evaluate HengAns products against that competitionl Determine the breadth of products required to maximize consumer appea

32、l, minimize costsl Refine brand image - Product- Package- Communicationl Develop long and short term marketing plansl Testl Launchn 与新的中国消费者创建更强有力的与新的中国消费者创建更强有力的关系关系l 确定地方和城市消费者重要的理确定地方和城市消费者重要的理性需要性需要l 确定消费者和竞争对手确定消费者和竞争对手l 评估恒安产品与竞争者相比如何评估恒安产品与竞争者相比如何l 确定产品覆盖系列，使其对消费确定产品覆盖系列，使其对消费者诉求最大化，成本最小化者诉求最

33、大化，成本最小化l 重塑品牌形象重塑品牌形象 - 产品产品- 包装包装- 广告广告l D确定长期和短期的市场营销计确定长期和短期的市场营销计划划l 测试测试l 发布发布PROPRIETARY2000 Thomas Group, Inc.All Rights Reserved.我们如何保持我们如何保持/提高我们的优势提高我们的优势How do we maintain/improve our strengthsn Create an even stronger relationship with the new Chinese consumerl Sanitary Napkins and Diap

34、ers- Understand rational and emotional needs of city and rural consumer- Determine key consumer and competitive source of business for our growth- Evaluate our products against consumer needs and competitive performance Bench, in home use testingn 建立与中国消费者的空前牢固关建立与中国消费者的空前牢固关系系l 卫生卫生巾和纸尿裤巾和纸尿裤- 了解城市

35、、农村消费者的了解城市、农村消费者的感性、理性消费需求感性、理性消费需求。- 为发展业务确定关键的消为发展业务确定关键的消费者和竞争优势费者和竞争优势。- 对照消费者需求和竞争中对照消费者需求和竞争中的表现评估我们的产品的表现评估我们的产品 比照、内部测试比照、内部测试PROPRIETARY2000 Thomas Group, Inc.All Rights Reserved.- Evaluate pricing alternatives- Refine brands and product lines if indicated- Develop and test a rural communi

36、cation program- Evaluate our brand image against consumer needs and competitive positions- Develop and test varying city communication programs and budget levels我们如何保持、提高我们的优势我们如何保持、提高我们的优势How do we maintain/improve our strengths- 评估不同的定价评估不同的定价- 根据需要优化品牌和产品根据需要优化品牌和产品线线- 发展、测试农村广告计划发展、测试农村广告计划- 对照用

37、户需求和竞争态势对照用户需求和竞争态势评估我们的品牌形象评估我们的品牌形象- 发展、测试不同城市的广发展、测试不同城市的广告计划和预算开支告计划和预算开支PROPRIETARY2000 Thomas Group, Inc.All Rights Reserved.未来未来Futuren In market action should focus on building on the strengths that HengAn current hasn At the same time, HengAn should study how to most effectively broaden tha

38、t businessn From Paper product today toThe leading provider of feminine hygiene products?The leading provider of family hygiene products?The leading provider of health and well-being products for all members of the family, adults and childrenn 恆安市场行为应扬长避短恆安市场行为应扬长避短n 同时恆安要学习有效地发展、扩大同时恆安要学习有效地发展、扩大业务

39、范围业务范围n 从纸制品行业从纸制品行业到。到。女性卫生用品行业的领头羊？家庭卫生用品行业的巨头？或是男女老少每个家庭成员的保健品、美化品的最大供应商？PROPRIETARY2000 Thomas Group, Inc.All Rights Reserved.优先行动优先行动Priority Actionsn Ready the sales force for hypermarket blitz Anerle as value alternative to premium foreign brands; Anle as price brandn Revitalize Anerle consum

40、er brand and product research; new positioning, new advertising, new packagingn Select the best products in the Anle line; reposition, repackage. Evaluate need for/value of advertising program for cities and/or rural areasn 使销售人员预备好大卖场闪电战使销售人员预备好大卖场闪电战 安尔乐成为与国外高档品牌相匹安尔乐成为与国外高档品牌相匹敌的品牌；安乐作为打价格的品牌敌的品牌

41、；安乐作为打价格的品牌n 重塑安尔乐重塑安尔乐- 品牌的消费者调研和产品调研；新的定位，新的广告，品牌的消费者调研和产品调研；新的定位，新的广告，新包装新包装n 选择安乐系列中的最卖座的产品；重新定位，重新包装。评估城市选择安乐系列中的最卖座的产品；重新定位，重新包装。评估城市及农村市场广告计划的需要及价值及农村市场广告计划的需要及价值PROPRIETARY2000 Thomas Group, Inc.All Rights Reserved.优先行动优先行动Priority Actionsn Assess for diapersl Consumer rational and emotional

42、 needsl Product performance against competitionn Develop diaper brand and line concepts, business proposition, launch timetablen Identify Anerle phase two line extensions and product improvementsn Prepare phase two marketing plan for Anerle and Anlen 纸尿裤的评估纸尿裤的评估l 消费者理性和感性的需求消费者理性和感性的需求l 产品相对竞争者的表现产

43、品相对竞争者的表现n 建立纸尿裤品牌及产品系列的概念，商业计划，上市时间表建立纸尿裤品牌及产品系列的概念，商业计划，上市时间表n 明确安尔乐第二阶段的产品系列延伸及产品改进明确安尔乐第二阶段的产品系列延伸及产品改进n 准备第二阶段，安尔乐和安乐的市场计划准备第二阶段，安尔乐和安乐的市场计划PROPRIETARY2000 Thomas Group, Inc.All Rights Reserved.优先行动优先行动Priority Actionsn Develop two marketing plans city and rurall City focuses on Anerle, with An

44、le sell in as possiblel Rural focus is reversedn Assess the potential for new premium san pro brandn Develop a six sigma manufacturing/operations programn Assess the potential of other product categoriesl Paper based, e.g., baby wipesl Non-paper based, e.g., shampoon 制定两个市场营销计划制定两个市场营销计划 城市城市和地方和地方l

45、 城市集中在安尔乐上，安乐城市集中在安尔乐上，安乐尽可能打入尽可能打入l 地方市场反之地方市场反之n 评估新的高档卫生巾品牌的潜力评估新的高档卫生巾品牌的潜力n 建立一套建立一套6 sigma 生产生产/ 操作体操作体系系n 评估其它产品品类的潜力评估其它产品品类的潜力l 纸制的，如：婴儿湿纸巾纸制的，如：婴儿湿纸巾l 非纸类，非纸类， 如：香波如：香波PROPRIETARY2000 Thomas Group, Inc.All Rights Reserved.优先排序评估优先排序评估Priority Assessment安尔乐安尔乐-12Anerle - 12安乐安乐- 8Anle - 8安儿乐安儿乐 13.5Anerrle13.5新品类新品类-7Ne