【正文】 7 29 29 26 Free tasting/ tasting before buying 63 63 63 64 61 62 66 61 Sweepstake promotion (lucky draw) 18 15 18 15 19 21 20 10 Coupon 30 27 30 31 25 29 32 31 Shop assistants introduction /remendation 16 15 16 14 14 15 17 22 Free sample/product 26 24 27 30 28 19 32EG 18 Gender Age Base: All respondents / Source: interview + C8 Attractiveness of Biscuit Promotions By Monthly Ine(RMB) Total 500 500499 1500+ 2021 2021 3499 3500+ (A) (B) (C) (E) (F) (G) Base 611 151 279 177 116 288 205 % % % % % % % Price reduction /Discount 74 80C 78C 62 84FG 73 69 Get one extra pack free same kind of biscuit 64 61 70C 56 67 65 61 Get one extra pack free other kinds of biscuit 47 44 47 47 39 50 45 得到額外的產(chǎn)品 非餅干產(chǎn)品 29 28 29 28 19 30E 32E Free tasting/ tasting before buying 63 64 62 64 60 66 60 Sweepstake promotion (lucky draw) 18 22 17 14 22 14 19 優(yōu)惠券 30 32 27 32 38F 26 30 Shop assistants introduction /remendation 16 13 14 21 16 12 21 Free sample/product 26 25 22 35B 21 25 31 Personal Monthly Ine Household Monthly Ine Base: All respondents / Source: interview + C8 理想餅干貨架需要的要素 ? 理想餅干貨架需要的要素主要如下 : ? 靠近擺放蛋卷、薩其馬、派和米餅的零食區(qū)域 ? 銷售最好的品牌擺放在主要貨架的最右邊或最左邊，這主要看店內(nèi)的情況。 ? 被購物者認(rèn)知的對新產(chǎn)品的理想陳列有多樣的方式 ? 在常規(guī)的餅干貨架上，附有明顯的、引人注意的標(biāo)志比如海報(bào)、吊旗、大的標(biāo)簽等 ? 在由制造商提供的特殊貨架上 ? 堆樁，在收銀臺附近 ? 在常規(guī)的餅干貨架兩端 /端頭 Attitude to New Product (ii) Base: All respondents / Source: interview + e1 Try less first andthen decide on howto do it28%Try the new onewhile not reducingthe quantity ofproduct usu.bought47%Replace theproduct youusually boughtentirely1%Decide on how todo on the basis ofothers39。 introduction 35 4 13 8 26 Someone told me 32 5 9 7 23 Promotion label in pack 29 4 7 8 19 Special promotion shelf /Secondary siting 28 5 7 10 22 Sales/promotional persons39。把小規(guī)格的放在低一點(diǎn)的貨架上。 暗示 : 在品類管理中，如何有效利用貨架從而吸引和促使購物者在 60秒內(nèi)更快的作出購買決定是非常重要的。他們的購買很大程度上被促銷驅(qū)動(dòng)。而最終決定要買什么口味 /規(guī)格 /品種則是在貨架前進(jìn)行的。 It is the process that constitutes the analytical framework of the management summary. Prestore ?品類定義 ?品類細(xì)分 ?品類角色 ?商店選擇 ?購物行程 購物行為 (總體上 l) 購買行為 (針對品類 ) Instore 在貨架前的 行為 At home 使用行為 r Shopping behavior ?決策流程 /決策樹 ?購買模式 ?購買動(dòng)機(jī) ?儲備行為 ?品牌決策 ?購買角色 ?計(jì)劃性和沖動(dòng)性 ?行走路線 ? 相對固定的選擇流程 ?I店內(nèi)其他影響因素 DM stock out restocking ?促銷 ?陳列 Highlight of Key Findings Prestore ?Category definition ?Category segmentation ?Role of category ?Store selection ?Shopping trip Shopping behavior (in general) Purchase behavior (towards category) Instore At POS behavior At home Usage behavior Shopping behavior ?Decision process/ tree ?Purchase mode ?Purchase motivation ?Stockup behavior ?Brand decision ?Purchase role ?Planned vs. impulsive ?Walking route ? Choice process at fixture ?Instore interface with shoppers DM stock out restocking ?Promotion ?Display Category definition ? 上海的消費(fèi)者把餅干定義為 “ 點(diǎn)心 ” 的一個(gè)子品類。 ?點(diǎn)心在概念上與通常的糕點(diǎn)接近，但與中國其他地區(qū)不同的是上海居民把點(diǎn)心 定義為一個(gè)包括了象餃子、餛飩等僅被作為主食或零食的食品，這里的點(diǎn)心具 有更為廣的范疇。在決定口味、包裝、甚至品牌時(shí)，孩子具有相當(dāng)?shù)挠绊懥Α? ? 不同類型的被訪者考慮的方式不同： Different types of respondents think in different ways: ? 1524歲的被訪者主要關(guān)心口味 respondents aged 1524 mainly concern for flavor ? 年紀(jì)較大的被訪者更注意品牌和價(jià)格 Base: All respondents / Source: interview + c10 Top most Top 3 Mean Base 611 611 611 % % Brand 26 94 Packaging type * 84 Pack size 2 94 Price 7 89 Position on the shelf * 43 Flavor 63 99 Advertising 1 69 Promotion * 66 Introduction by salesmen * 35 Instore displays /information * 26 ? Ranking scale used: 7scaling, ? The smaller the mean, the more important the attribute is Considerations in Biscuit Purchase Total 1524 2534 3544 4554 5575 (C) (D) (E) (F) (G) Base 611 153 124 113 140 82 % % % % % % Top most Brand 26 16 29C 39CF 24 26 Flavor 63 73E 64 51 61 62 Top 2 Price 35 30 28 28 46CDE 45CDE Pack size 15 9 22CG 18 14 10 Top 3 Packaging type 16 22EFG 22EG 10 12 10 Considerations in Biscuit Purchase By Age Base: All respondents / Source: interview + c10 Frequency of Biscuits Purchase ? 通常來看，被訪者平均每月購買餅干 ，而年輕人則相對比中年和老年的購物者買的次數(shù)要多。 ? 這樣的促銷材料同時(shí)也在扮演著誘使沖動(dòng)性購買的角色。他們會(huì)在一些吸引他們的餅干中選擇，即使以前沒有嘗試過。 Promotion for New Products (i) ? 被認(rèn)為最具吸引力的新產(chǎn)品促銷方式包括： ? Free tasting免費(fèi)試吃 ? Discount/price reduction折扣 /降價(jià) ? Buy one and get an extra one free買一贈(zèng)一 ? 值得注意的是，免費(fèi)試吃被證明有很強(qiáng)的吸引力 ? It breaks the confine of munication via pack and POP materials and facilitates real and upclose appreciation and experience of the product ? It is perceived an effective munication tool for introducing new products Promotion for New Product (ii) Base: All respondents / Source: interview + e51/e52 Promotions on new product Impact on trial1st 2nd 3rdWeighted index Base 611 611 611 611 % % % % Free tasting/ tasting before buying 73 34 16 12 100 Price reduction /Discount 63 22 19 13 80 Get one extra pack free same kind of biscuit 55 18 18 12 70 other kinds of biscuit 43 8 13 9 40 nonbiscuit product 26 1 6 5 14 Free sample/product 36 7 10 10 35 Coupon 23 2 5 6 15 Shop assistants introduction /remendation 21 4 3 5 16 Sweepstake promotion (lucky draw) 15 2 2 5 10 Importance Ranking Awareness Thanks for your attention!