品牌管理-目标顾客群零售模式.ppt

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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,天马行空官方博客： ；QQ:1318241189；QQ群：175569632,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 l

2、oyalty using market leading brands. Shoppers 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 b

3、usiness models are developed to meet these 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 focus

4、ed concepts of Shopper Focused Retailing 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 th

5、e Consumers Hierarchy of needs and will 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

6、of entry) 基本需求,Secondary needs (differentiation),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

7、八步过程,Identify Target Household 确定目标顾客群,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 S

8、hopper Value Proposition Effectiveness 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 Shop

9、per Offering Business Plan,7,Assess Shopper 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 Assessme

10、nt,6,Create Shopper Offering Business Plan,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

11、Shopper Offering Business Plan,7,Assess 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 Of

12、fering Business Plan,7,Assess Shopper Value 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 Bus

13、iness Plan,7,Assess Shopper Value Proposition 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 Sh

14、opper Offering Business Plan,7,Assess Shopper 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

15、,Assess Shopper Value Proposition Effectiveness,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

16、 Plan,Assess Shopper Value Proposition 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

17、命题的有效性”,1,Assess Shopper Value Proposition 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 Tar

18、get Household,1,Identify Target Household,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 wi

19、th higher margin Have more likely Internet 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 c

20、onsumer Concept Testing: Concept appealed 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 Ta

21、rget Household,Targeting is important to 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 G

22、ermany (n= 10,000),Are Existing Retailers 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

23、your customers What are the threads your 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

24、car or transportation 24/7 opening hours,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 Kno

25、wn for care for environment Purchasing 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 d

26、atabase (shareholders & clients) to position 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

27、: DMA On-line Survey (n=354),What are the 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 differen

28、ces exist in perceptions of “non-users”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 D

29、elivery Fee isNo 1 barrier,2,Convenience,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, p

30、urchase decision proper choice,5,Source: 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,D

31、efine Value Propositions,3 - Define Value 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 -Weekl

32、y errands are too time consuming, and unpleasant, 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 elimi

33、nate weekly errands -Grocery store prices,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 de

34、fine shopper offering Product / Services 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 Off

35、ering,4 - Create Shopper Offering,Services,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,Shavin

36、g Care,Skin Care,Stomach,All Other,Products,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 wi

37、thin this shopper offering come from XYZShop 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

38、 think of this shopper offering, XYZShop 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

39、% 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,Definition of Roles: From the Shopper perspective, what does each of these roles mea

40、n?,5,Establish Corporate Roles, Tactics, Measures,5 - Establish Corporate Roles, Tactics, Measures,RTM Matrix,5,Establish Corporate Roles, Tactics, Measures,Assortment,Pricing,Promotion,Placement,ONLY PROVIDER,PRIMARY PROVIDER,ONE/ FEW PROVIDERS,ONE/MANY PROVIDERS,Broadestassortment offering variety

41、 based on target HH needs,Broad assortment offering products to meet the majority of target HH needs,Limitedassortment designed to offer an easy choice to shopping elsewhere,Minimalassortment needed to represent the shopper offering,MatchingMatch best multi- channel everyday retail,FrequentBroad app

42、eal “solutions”,6 - Shopper Offering Assessment,Product Categorization Research,6,Shopper Offering Assessment,6 - Shopper Offering Assessment,Assortment Principles,6,Shopper Offering Assessment,Shopper Focused Retailing Process,Strategic Decisions,Tactical Decisions,1,2,3,4,5,6,7,8,Identify Target H

43、ousehold,Establish Core Competency,Define Value Propositions,Create Shopper Offering,Establish Corporate Roles, Tactics, Measures,Shopper Offering Assessment,Create Shopper Offering Business Plan,Assess Shopper Value Proposition Effectiveness,ECR 是目标 - SFR 是途径,E - Efficiency,C - Consumer,R - Responsive,SFR,