品牌管理——目标顾客群零售模式(ppt 36页).ppt

1、“出发点”决定了基于供应链的“渠道关系”,品牌管理的关键是以消费者为出发点 供应商与零售商的合作也是以顾客/消费者为出发点 品牌管理 目标顾客群零售模式,SHOPPER FOCUSED RETAILING目标顾客群零售模式,Shopper Focused Retailing will become the industry standard business practice The focus of retailers: switch from building transactions to building loyalty using market leading brands. Sho

2、ppers will 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 th

3、ese core shopper needs. It changes the focus of retailing from providing products in categories to solutions and services Its about managing Consumer Segments, not Categories and match categories to meet their needs Retailers who have embraced the shopper focused concepts of Shopper Focused Retailin

4、g will be 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. 业务流程 + “拉动” + 以顾客为出发点 + 全面生意模型,All SFR work will be prioritized by the Consumers Hierarchy of needs and will

5、 start with focusing the customer on the target shopper,SFR Overall Methods 整体模型,Identify target shopper 确定目标顾客群 Understand target shoppers needs 了解目标顾客群需求 Create a value proposition around the target shoppers- Store equity 围绕目标客群创造价值命题(独特的),Basic needs (Price of entry) 基本需求,Secondary needs (differe

6、ntiation),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 确定目标顾客群的需求 HIERARCHY OF NEEDS (需求层级),SFR 八步过程,Identify Target Household 确定目标顾客群,

7、Establish Core Competency 构建核心竞争力,Define Value Propositions定义并传达价值命题,Create Shopper Offering 围绕顾客群创建商品组合,Establish Corporate Roles, Tactics, Measures 确定总体角色, 策略, 衡量标准,Shopper Offering Assessment 评估商品组合,Create Shopper Offering Business Plan创立商品组合的业务发展计划,Assess Shopper Value Proposition Effectiveness

8、定期评估价值命题的有效性,1,2,3,4,5,6,7,8,Shopper Focused Retailing Process,Identify Target Household,1,Establish Core Competency,2,Define Value Propositions,3,Create Shopper Offering,4,Establish Corporate Roles, Tactics, Measures,5,Shopper Offering Assessment,6,Create Shopper Offering Business Plan,7,Assess Sho

9、pper Value Proposition Effectiveness,8,1 - Identify Target Household “确定目标顾客群”,Identify Target Household,1,Establish Core Competency,2,Define Value Propositions,3,Create Shopper Offering,4,Establish Corporate Roles, Tactics, Measures,5,Shopper Offering Assessment,6,Create Shopper Offering Business P

10、lan,7,Assess Shopper Value Proposition Effectiveness,8,2 - Establish Core Competency “构建核心竞争力”,2,Establish Core Competency,Define Value Propositions,3,Create Shopper Offering,4,Establish Corporate Roles, Tactics, Measures,5,Shopper Offering Assessment,6,Create Shopper Offering Business Plan,7,Assess

11、 Shopper Value Proposition Effectiveness,8,1,Identify Target Household,3 - Define Value Propositions “定义并传达价值命题”,3,Define Value Propositions,Create Shopper Offering,4,Establish Corporate Roles, Tactics, Measures,5,Shopper Offering Assessment,6,Create Shopper Offering Business Plan,7,Assess Shopper V

12、alue Proposition Effectiveness,8,1,Identify Target Household,Establish Core Competency,2,4 - Create Shopper Offering “围绕顾客群创建商品组合”,4,Create Shopper Offering,Establish Corporate Roles, Tactics, Measures,5,Shopper Offering Assessment,6,Create Shopper Offering Business Plan,7,Assess Shopper Value Propo

13、sition Effectiveness,8,1,Identify Target Household,Establish Core Competency,2,Define Value Propositions,3,5 - Establish Corporate Roles, Tactics, Measures “确定总体角色, 策略, 衡量标准”,5,Establish Corporate Roles, Tactics, Measures,Shopper Offering Assessment,6,Create Shopper Offering Business Plan,7,Assess S

14、hopper Value Proposition Effectiveness,8,1,Identify Target Household,Establish Core Competency,2,Define Value Propositions,3,Create Shopper Offering,4,6 - Shopper Offering Assessment “评估商品组合”,6,Shopper Offering Assessment,Create Shopper Offering Business Plan,7,Assess Shopper Value Proposition Effec

15、tiveness,8,1,Identify Target Household,Establish Core Competency,2,Define Value Propositions,3,Create Shopper Offering,4,Establish Corporate Roles, Tactics, Measures,5,7 - Create Shopper Offering Business Plans “创立商品组合的业务发展计划”,7,Create Shopper Offering Business Plan,Assess Shopper Value Proposition

16、Effectiveness,8,1,Identify Target Household,Establish Core Competency,2,Define Value Propositions,3,Create Shopper Offering,4,Establish Corporate Roles, Tactics, Measures,5,Shopper Offering Assessment,6,8 - Assess Shopper Value Proposition Effectiveness “定期评估价值命题的有效性”,1,Assess Shopper Value Proposit

17、ion Effectiveness,Identify Target Household,Establish Core Competency,2,Define Value Propositions,3,Create Shopper Offering,4,Establish Corporate Roles, Tactics, Measures,5,Shopper Offering Assessment,6,Create Shopper Offering Business Plan,7,8,1 - Identify Target Household,1,Identify Target Househo

18、ld,Source: Nielsen Household Panel Germany 1998,What % of Households count for what % of Spendings?,Launch Segmentation Model,1 - Identify Target Household,Young families versus elderly or single consumers Higher basket size and higher frequency Buy products with higher margin Have more likely Inter

19、net 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” target consumer Concept Testing: Concept appeal

20、ed to 80% of target group - going outside the target, appeal goes down to 50%,1,Identify Target Household,1 - Identify Target Household,Source: GfK Online Monitor February 1999,What is the current Online User profile?,1,Identify Target Household,1 - Identify Target Household,Targeting is important t

21、o establish an economically viable offering .,*1) Streamline Presentation at Institute of Directors (London) *2) Lebensmittelzeitung 19/3/99,1,Identify Target Household,2 - Establish Core Competency,2,Establish Core Competency,Source: TPI/P&G Shopper Research Germany (n= 10,000),Are Existing Retaile

22、rs Meeting The Most Important Shopper Expectations?,Launch Analysis Model,2 - Establish Core Competency,SWOT Approach Used to identify your strength & weaknesses to position your current operation What can you leverage in this environment which has proven with your customers What are the threads you

23、r competitors are expecting What are the weaknesses of your competitors that you can exploit?,2,Establish Core Competency,2 - Establish Core Competency,Nationwide homedelivery Convenient shopping experience A personalized service Consumer doesnt need to have a car or transportation 24/7 opening hour

24、s,STRENGTHS What Does XYZShop Excel At?,OPPORTUNITIES What Could XYZShop Excel At?,WEAKNESSES What Does The Competition Excel At?,THREATS What Could The Competition Excel At?,SWOT Template / Example,Known brand name Variety of fresh products No delivery fee Known for care for environment Purchasing

25、power & expertise (esp. fresh),Leverage the freshness advantage (Link consumer “direct to farm”) Much more targeted selection of superior quality products Offer products not available in local market Leverage gift-giving to retain/attract shoppers,Use shopper database (shareholders & clients) to pos

26、ition offering against XYZShop Leverage loyalty programs to get better consumer understanding Leverage financial strength to subsidize CD offering,2,Establish Core Competency,3 - Define Value Propositions (Concept Development),3,Define Value Propositions,Source: DMA On-line Survey (n=354),What are t

27、he Benefits & Barriers of Shopping Online?,1,2,3 - Define Value Propositions (Concept Development),Source: St. Josephs University - Supermarket Business 2/97,Are perceptions of Consumer Direct different between users and non-users?,Conclusion: Dramatic differences exist in perceptions of “non-users”

28、versus realities of “users”,1,2,3,Define Value Propositions,3 - Define Value Propositions (Concept Development),3,Quality,Freshness of perishables quality of non-genetically altered meats, National brands,1,Economy,Reasonable pricing for products and services Delivery Fee isNo 1 barrier,2,Convenienc

29、e,Stress free alternatives to managing low involvement tasks Time savings and simplicity,3,Control,Consumers want shopping to provide a positive, involving experience that they control,4,Choice,Information that makes consumers feel that they make an informed, purchase decision proper choice,5,Source

30、: Market Research 1996-1999,CD Shopper: Hierarchy Of Needs,3,Define Value Propositions,3 - Define Value Propositions (Concept Development),Current Shopping Experience - XYZShop,Current Shopping Experience - Bricks & Mortar,Dissatisfiers / Strengths Analysis,3,Define Value Propositions,3 - Define Val

31、ue Propositions (Concept Development),Concept Statements - Example I,1,2,3,Define Value Propositions,Shopper Insight,Reasons to Believe,Shopper Benefit,3 - Define Value Propositions (Concept Development),-Shoppers feel like their lives are out of balance -Weekly errands are too time consuming, and u

32、npleasant, 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 stress in your life,-Broad assortment of products/services to eliminate weekly errands -Grocery store pric

33、es,Concept Statements - Example II,1,2,3,Define Value Propositions,4 - Create Shopper Offering,Source: EHI Handel Aktuell 1997,What are the spendings per category in a Supermarket?,4,Create Shopper Offering,4 - Create Shopper Offering,Qualitative Research to define shopper offering Product / Service

34、s Today Products Consumer did not articulate Products Consumers thought you could offer Key Insights Different consumers will place product in different locations Same product in Multi-locations Higher level aggregation,Focus Group Insights,4,Create Shopper Offering,4 - Create Shopper Offering,Servi

35、ces,Prepared Meals,Meats/Deli,Frozen Foods,Dairy,Produce,Bakery,Beverages,Packaged Foods,Household,Personal Care,Pet Care,Baby Care,Bath/Soap,Cough/Cold,Deodorant,Dental,Diet Aids,Eye Care,Feminine Care,First Aid,Foot Care,Hair Care,Nail Care,Pain Relief,Shaving Care,Skin Care,Stomach,All Other,Prod

36、ucts,Videos,Dry Cleaning,Film Processing,Home/Health,Postage / Parcel,Shopper Offering Example,4,Create Shopper Offering,5 - Establish Corporate Roles, Tactics, Measures,ONLY PROVIDER,PRIMARY PROVIDER,ONE/FEW PROVIDERS,ONE/MANY PROVIDERS,100% of my purchases within this shopper offering come from XY

37、ZShop As the only provider of this shopper offering, XYZShop meets all of my needs, and therefore I do not need to ever look elsewhere XYZShop offers exactly what I want, each time I shop,85% of my purchases within this shopper offering come from XYZShop When I think of this shopper offering, XYZSho

38、p is the first place which comes to mind,65% of my purchases within this shopper offering come from XYZShop Though 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 XYZShop Though XYZShop offers me the ability to purchase this shopper offering, my needs require me to go elsewhere the majority of the time to make purchases,Defini