讲义分析讲稿who presentation-abm college

1、BRAND BUILDING FRAMEWORKDr. Alexander G.C. DonyABM CollegeDecember 17, 2012Overall Training ObjectiveTo make you “WHO” junkiesSecondary Objectives To help you understand the difference between a Strategic Target and Prime Prospect within your “WHO” To equip you with three powerful ways to translate

2、your “WHO” into the “HOW”Overall Theme of SessionQuizWhy is the color of the header in this presentation “Orange”?Because “Orange” is the color of Gillette Fusion, P&G Chinas most successful initiative in recent historyBecause “Orange” is the national color of Holland where Alexander comes fromB

3、ecause the template happened to come with an “Orange” headerBrand Building Framework OverviewAssessing the landscapeHOWWHAT- Offering- Marketing Plans- Brand EquityCommunicationStrategyWHO are your target consumers ? WHO are your prime prospects within the target?BRAND BUILDING FRAMEWORKQuick Exerci

4、se Please all stand up Those that (almost) never drink alcohol, please sit down Those that do not drink cocktails, please sit downQuick Exercise Please all stand up Those that never had or do not intend to have a pet animal, please sit down Those that never had or never intend to have a rabbit, plea

5、se sit downWHO is the target of this commercial?Why Is Targeting Important? Not all consumers have the same business valueUK Laundry Example20%34%46%41110230Light UsersMedium UsersHeavy Users% ofLaundryBuyers% ofLaundryVolume51%30%19%QuizGuess what percentage the top 3% of SK-II users contribute to

6、the total SK-II business in Hong Kong ?3%15%28% 47%WHO Matters: The US EvidenceBrand% of HH = 80% of NOSCrest20%Charmin19%Tide17%Bounty17%Downy13%Cover Girl13%Olay Skincare5%Pampers3%Why Is Targeting Important? Not all consumers have the same business value Targeting improves marketing ROIQuizWhere

7、would you choose to promote Pampers?a karaoke cluba schoola baby-delivery hospitala nightclubin the streetPampers Baby Stages of Development Pregnancy Point of Entry - Newborn Inquisitive Discoverer Determined Explorer Capable Learner Point of Exit Age 7 m. pregnancy 0-5 6-11 12-17 18-23 24 Pampers

8、Baby Stages of DevelopmentDirect Mail ProgramImpact of Better Targeting:Pampers Increased trial by +44% Increased share by +56%Why Is Targeting Important? Not all consumers have the same business value Targeting improves Marketing ROI A sharply defined WHO drives the entire brand activity systemQuiz

9、If you were Steve Jobs, the (previous) CEO of Apple, what type of next generation innovation would you be working on?A nicely designed calculatorThe next digital technology device in an easy to use, sleek designThe next portable digital technologyNothing, since Steve Jobs sadly passed awayWhy Is Tar

10、geting Important? Not all consumers have the same business value Targeting improves Marketing ROI A sharply defined WHO drives the entire brand activity systemP&Gs Targeting Bulls EyeP&G DefinitionsStrategic Target (ST)Consumers to whom your overall equity is relevant and importantPrime Pros

11、pect (PP)Subset of the Strategic Target that represent the greatest near term growth potentialStrategic TargetWHO Is Your Strategic Target? Consumers to whom your strategic benefit/equity is relevant and meaningful Strategic targets are long term choices where you will build brand equity over timeSt

12、rategic Target Assessment Tool Needs Based Strategic target desires common end-benefit Sufficient Size of prize is attractive Right to Win Product offering is competitive Actionable Strategic target can be efficiently reached1. Long term strategic work2. WHAT/Brand Equity3. R&D innovation pipeli

13、ne4. Design5. Near term work6. Identification of prime prospect segments7. Marketing plans/executionWhat work does the Strategic Target Drive?Strategic Target Example:Gillette Overall Equity = Helping Men Look, Feel, and Be Their Best Strategic Target = High performance seeking groomers who remove t

14、heir facial hairCommon Issues with Strategic Targets The strategic target is defined too narrowly. There is not a strong link between the strategic target and the overall equity. Brands confuse the strategic target with the target for a specific marketing effort. Over reliance on demographics or psy

15、chographics in defining strategic targetWHO Is Your Strategic Target?Consumers To Whom Your Strategic Benefit/Equity Is Relevant And MeaningfulPrime ProspectWHO Are Your Prime Prospects? A subset of the strategic target from which most growth will come Most brands have more than one prime prospect P

16、rime prospects can change year to year, strategic targets should notStrategic Target Example:Gillette Overall Equity = Helping Men Look, Feel, and Be Their Best Strategic Target = High performance seeking groomers who remove their facial hair Prime Prospects = QuizWho are Gillettes Prime Prospects?F

17、irst time shavers (POME) AND best shaving technology seekers 2-Bladed razor entry system users AND mid-tier electric razor usersCurrent Gillette Mach3 AND Fusion users Electric razor users AND male skin users Strategic Target Example:Gillette Overall Equity = Helping Men Look, Feel, and Be Their Bes

18、t Strategic Target = High performance seeking groomers who remove their facial hair Prime Prospects = 2-Bladed B&R system users Mid dry (=electric razor) usersStrategic Target Example:Gillette Overall Equity = Helping Men Look, Feel, and Be Their Best Strategic Target = High performance seeking

19、groomers who remove their facial hair Prime Prospects = 2-Bladed B&R system users Mid dry (=electric razor) usersUser MapShaving451MMWet199MMCompetitor System (incl disposable)21MMCompetitor DE35MMFusion1.7MMMach36.1MMVector19.2MMGuard0MMDE114.4MMDry252MMHigh Tier (450+)2.9MMMid Tier (100 - 449)

20、75.6MMLow Tier (0-99)173.5MMCOMPETITORSDRYGILLETTE9.30 $7.85 $2.26 $1.15 $0.25 $1.45 $5.59 $1.11 $0.90 $9.30 $7.85 $2.26 $1.15 $2 .0$9.30 $7.85 $Incremental NOS/UserChina Shaving UsermapIncremental NOS/userQuizWho are Gillettes Prime Prospects?First time shavers (POME) AND best shaving technology se

21、ekers 2-Bladed razor entry system users AND mid-tier electric razor usersCurrent Gillette Mach3 AND Fusion users Electric razor users AND male skin users Gillette ProGlide CopyPrime Prospect Example POMEPercent of adult females who started using current favorite brand as a teenager:ToothpasteShampoo

22、Anti-Perspirant70%58%75%Prime Prospect Example POMEChange PointPercent of Women Seeking Laundry AdviceHad a Baby58%Did laundry child/teen56%Got married56%Bought a washing machine49%Have child 2-1243%Prime Prospect Example SK-II (Hong Kong)% of REP% of SK-II UsersSalesContributionHeavy SK-II Users0.5

23、%3%28%Medium SK-II Users2.8%17%26%Light SK-II Users13%80%46%Lapsed SK-II Users16%-0-0-Non SK-II Users68%-0-0-FindingsNon SK-II Users were aware of SK-II, but not interested.Heavy Users used nearly the entire 30 SKU line.Light Users only used 1-2 items. Prime Prospect Example SK-II (Hong Kong)Conclus

24、ionFocus marketing on Light User as prime prospect, with goal of increasing the number of SKUs used.ResultSK-II business resumed growth (+24% over two years). Became #1 brand (20% share), double closest competitor.Common Issues with Prime Prospects Insufficient attention to “right to win” Not includ

25、ing all key entry/change points as prime prospects.P&G DefinitionsStrategic Target (ST)Consumers to whom your overall equity is relevant and importantPrime Prospect (PP)Subsets of the Strategic Target that represent the greatest near term growth potentialSo, Where Do I Start?Define your Strategi

26、c TargetDetermine your business situation and current business objectivesIdentify potential prime prospects based on your overall business situation/objectivesNarrow prime prospect options by considering business attractiveness, right to win and ability to reachGive priority for equity spending to P

27、rime ProspectsSecondary Objectives To help you understand the difference between a Strategic Target and Prime Prospect within your “WHO” To equip you with three powerful ways to translate your “WHO” into the “HOW”Translating the “WHO” into the “HOW”Translating the WHO into the HOW Turning WHO insigh

28、ts to action Needs/Gap Understanding of your WHO as basis for concept development WHO trial barrier understanding at basis of (going) marketing plan developmentTurning “WHO” Insights into ActionQuizWhat is a consumer insight?A random finding about the consumer A look into a consumers bathroomA slice

29、 of a consumers lifeA deep understanding why a consumer does not buy my productNone of the above53What is an Insight? An insight is a not yet obvious discovery about the target consumer that: Enables us to establish a connection between our brands and consumers lives Elicits the emotional consumer r

30、eaction of “wow you obviously understand me”Insights are NOT A DESCRIPTION OF HABITS & PRACTICES 30% of women are bothered by sparse or thin lashes SUPERFICIAL OR OBVIOUS Women want their deodorant to last all day A LIST OF DATA AND FACTS 35% of men 18-35 years within the H&S ST have thinnin

31、g hair A CATEGORY OR PRODUCT BARRIER Olay is more for older women - I like products for women my ageCapture, Apply & Communicate InsightsConsistently apply the existing Insight Recipe and 5-T evaluation Consumer TruthMotivationTension(An ah ha finding on what consumer does, believes, or wants)I

32、WantI BelieveI Am(The underlying motivations, fears, or trend behind the need, desire or behavior)BecauseSo thatSince (An apparent contradiction for consumer today)HoweverYetBut TruenoT ObviousTouches the HeartTension InvolvedTriggers ActionWHO Insight to Action Guide: 5657SPOT THE INSIGHT!AI feel l

33、ike I sweat much more than the average guy because sometimes I have to bring an extra shirt to work, but Im not sure that I want to use a prescription product.BI like to stay dry throughout the day because sweat rings are inconvenient, but Im not getting the level of protection I need from my curren

34、t antiperspirant.58SPOT THE INSIGHT!A AIt is important to It is important to cover my gray hairs cover my gray hairs as soon as they as soon as they appear because they appear because they give me away every give me away every time even between time even between colorings.colorings.B BAlthough I am

35、self Although I am self conscious when my conscious when my roots begin to show, roots begin to show, I genuinely cant I genuinely cant find the time to find the time to color my hair color my hair because there so because there so many other things I many other things I have to do. But when have to

36、 do. But when I realize my roots I realize my roots have e have e noticeable to others, noticeable to others, I feel mad at myself.I feel mad at myself.59SPOT THE INSIGHT!A ADid you know that Did you know that the five most the five most dangerous types of dangerous types of disease-causing disease-

37、causing germs are passed by germs are passed by casual contact casual contact like from common like from common surfaces to your surfaces to your childs hands?childs hands?B BI want my child to I want my child to feel free to play feel free to play outside because this outside because this is how th

38、ey can is how they can learn about the learn about the world around them, world around them, but that world is but that world is crawling with crawling with germs its a germs its a threat!threat!60SPOT THE INSIGHT!A AI secretly love I secretly love McDonalds because McDonalds because it reminds me of my it reminds me of my happy youth when I happy youth when I could eat anything I could eat anything I wanted, but these wanted, but these days too much days too much Mickey Ds makes Mickey Ds makes too much me.too much me.B BI am looking for I am looking for healthier options at healthie