品牌管理——目標(biāo)顧客群零售模式-全文預(yù)覽
【正文】 ZShop? When I think of this shopper offering, XYZShop is the first place whiches to mind? 65% of my purchases within this shopper offering e from XYZShop? Though XYZShop is not the only place where I make purchases in thisshopper offering, XYZShop is one of only a select few places where Iactually buy.? 50% of my purchases within this shopper offering e 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 makepurchasesRoleDefinitionShopper Offering Assessment 6 Create Shopper 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 “評(píng)估商品組合” 6 Business Questions ? What are the characteristics of important shopper offerings? ? Which offerings are most important to my target household? ? Which offerings are most important to you? Solutions / Tools ? SFR Model ? Product Categorization Research ? Assortment Principles ? Focus Group / Concept Testing Shopper Offering Assessment Busy, Subur ban Family IndexCO FFEE CAN DYVEG ETA BLES CA NNED PET FO ODPACKA GED MEAT MILKCRA CKERSPREPA RED FOOD S READY TO SERVEPAPER PR ODUCTSFRUIT/JUICES DRINKS REFRIGERATEDPREPA RED FOOD S FRO ZENCAR BO NATED BEVERA GESBREAD amp?！?出發(fā)點(diǎn) ” 決定了 基于供應(yīng)鏈的 “ 渠道關(guān)系 ” ? 品牌管理的關(guān)鍵是以消費(fèi)者為出發(fā)點(diǎn) ? 供應(yīng)商與零售商的合作也是以顧客 /消費(fèi)者為出發(fā)點(diǎn) 品牌管理 目標(biāo)顧客群零售模式 ： ； :； ： SHOPPER FOCUSED RETAILING 目標(biāo)顧客群零售模式 ? Shopper Focused Retailing will bee the industry standard business practice ? The focus of retailers: switch from building transactions to building loyalty 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 business models are developed to meet these core shopper needs. ? It changes the focus of retailing from providing products in categories to solutions and services ? It’s about managing Consumer Segments, not Categories … and match categories to meet their needs ? Retailers who have embraced the shopper focused concepts of Shopper Focused Retailing will be rewarded with record volume and market share results. SFR is a business process, a Pullprocess starting from Shopper
教學(xué)課件相關(guān)推薦
鄂ICP備17016276號(hào)-1