【正文】 男 45 54 N ot app l i cabl e 餅干購買者與使用者 為全家購買餅干 1 樣本標(biāo)準(zhǔn) :小型焦點(diǎn)座談 ? Group 1: 1824間女性，餅干購買決策者，個(gè)人消費(fèi) ? Group 2: 1824間男性，餅干購買決策者，個(gè)人消費(fèi) ? Group 3: 2534女性，餅干購買決策者，為個(gè)人和家庭消費(fèi)購買，一半有一個(gè) 3—7歲間的孩子，孩子是主要的餅干使用者 ? Group 4: 3544女性，有一個(gè) 713歲間的孩子，餅干購買決策者，為個(gè)人和家庭消費(fèi)購買； ? Group 5: 3544男性， 餅干購買決策者，為個(gè)人和家庭消費(fèi)購買； ? Group 6: 4554男女混合組，餅干購買決策者，為個(gè)人和家庭消費(fèi)購買。很典型地會(huì)計(jì)劃到什么種類和品牌。 introduction 16 Catalogue/brochure at entrance 12 TV/Radio/Newspaper ad 3 Known any promotions Main reason One of the reasons Don’t know any promotions Known, but not a reason Highlight of Key Findings Promotion Perceived attractive promotion tools ? 被購物者所認(rèn)知的促銷方式主要包括： ? 免費(fèi)嘗試 /試用 /試吃（主要在大賣場(chǎng)中） ? 免費(fèi)樣品 ? 幸運(yùn)抽獎(jiǎng) ? 促銷小姐 ? 10% 50% 的加量不加價(jià) ? 折扣 /降價(jià) ? 捆綁（里面有免費(fèi)禮品） ? 大量購買可得到額外的贈(zèng)送 ? 購買指定產(chǎn)品贈(zèng)送禮品 ? 收集外包裝可累計(jì)中獎(jiǎng) ? 會(huì)員制 /VIP card Highlight of Key Findings Promotion Perceived attractive promotion tools ? 而被認(rèn)為最具吸引力的促銷活動(dòng)包括： ? 買一贈(zèng)一 ? 捆綁促銷 ? 10 50%的加量不加價(jià) ? 折扣 /降價(jià) ? 除此之外，免費(fèi)試吃被證明非常具有吸引力，尤其是對(duì)餅干而言 ? 它的影響超出了通過包裝和 POP等類似的外在信息，可以給消費(fèi)者一個(gè)更為貼近的對(duì)產(chǎn)品的體驗(yàn)和感受 ? 它被認(rèn)為是一種用來介紹新產(chǎn)品的有效溝通方式 Base: Those who have known promotion information before shopping / Source: interview + B23/B24/B25 Known Attractive Attractiveness 1st 2nd 3rd Weighted Promotions Promotions Ratio attractive attractive Index Base 139 139 139 139 139 % % % % % Price reduction/Discount 83 79 95 44 27 8 100 Get one extra pack free 79 71 90 36 22 11 84 Sweepstake promotion (lucky draw) 52 28 54 6 12 8 26 Coupon 37 31 84 3 12 14 24 Free item/gift 24 17 71 2 8 5 14 Shop assistants’ introduction/remendation 7 3 43 2 1 3 Free sample/product 5 5 100 * 1 2 2 Awareness and Attractiveness of Various Promotion Means: Lianhua 在不同的年齡 /性別 /婚姻狀況 /是否有孩子或其他的人群中，對(duì)促銷的知曉和促銷的吸引力都沒有區(qū)別。 introduction 27 4 7 7 19 Catalogue/brochure at entrance 21 5 4 4 15 Free trial 21 4 5 5 15 Other promotion posters/scrolls outside the store 15 1 6 2 10 Catalogue /brochure received at home(DM) 14 4 3 3 12 Regular channels Attractive channels Display of New Product (ii) Rating on Ease of Locating New Products Pretty easy59%Very easy1%Somewhat difficult21%Neither difficultnor easy19%Base: All respondents / Source: interview + e2 5575 years old amp。 Highlight of Key Findings Shopping Behaviors: Instore 店內(nèi)溝通方式 ? Instore Promotion ? 在商店入口處的促銷材料成為告知購物者有哪些銷售產(chǎn)品的另一個(gè)重要信息來源。 Purchase role ? 作為一個(gè)低卷入度的產(chǎn)品，通常決策者就是購買者。 ? 對(duì)餅干的定義包括三個(gè)層次，核心的餅干、豐富后的餅干、擴(kuò)張后的餅干，這個(gè)定義其實(shí)也反應(yīng)了中國市場(chǎng)上餅干的演化過程。 ? 價(jià)格和包裝規(guī)格是另兩個(gè)重要的因素。 ? 給兒童的商品放在貨架的第三、四層（自下而上） Highlight of Key Findings Display of Biscuit Category Brand 2 Variant 1M Variant 2M Variant 3M Brand 3 Variant 1M Variant 2M Variant 3M Brand 1 Variant 1M Variant 2M Variant 3M Brand 2 Variant 1S Variant 2S Variant 3S Brand 3 Variant 1S Variant 2S Variant 3S Brand 1 Variant 1S Variant 2S Variant 3S Brand 2 Variant 1M Variant 2M Variant 3M Brand 3 Variant 1M Variant 2M Variant 3M Brand 1 Variant 1M Variant 2M Variant 3M Upper Level Middle Levels Lower Level Brand 2 Variant 1F Variant 2F Variant 3F Brand 3 Variant 1F/ Variant 2F Variant 3F Brand 1 Variant 1F Variant 2F Variant 3F Shelf Top Brand 2 Variant 1L Variant 2L Variant 3L Brand 3 Variant 1L Variant 2L Variant 3L Brand 1 Variant 1L Variant 2L Variant 3L Shelf Bottom Perceived ideal displayPlanogram F = Family Pack or Extra Large Pack (box) L = Large Pack M = Medium Pack S = Small Pack Sample Display Worked Out by Shoppers Box or canned at this level Soft or plastic packs at this level Base: All respondents / Source: interview + c121/c122 Display of biscuit by….. Brand or Manufacturer (52%) Flavor (44%) Flavor (20%) Type (22%) Type (23%) Psize (20%) Type (43%) Psize (35%) Flavor (39%) Psize (23%) Type (30%) Flavor (48%) Brand or Manufacturer (39%) Brand or Manufacturer (62%) Flavor (50%) Type (40%) Brand or Manufacturer (42%) Type (41%) Psize (43%) Brand or Manufacturer (78%) Ideal Display: the Logic(i) Highlight of Key Findings Attitude to New Products ? 近 50%的購物者歡迎新產(chǎn)品。 ? 購物者對(duì)新產(chǎn)品的反應(yīng)通常不會(huì)影響他們對(duì)目前已存在產(chǎn)品的購買，因?yàn)樗麄冊(cè)谫I了常規(guī)產(chǎn)品之后通常會(huì)同時(shí)買一些小包裝的新產(chǎn)品。 ? 而在這其中，有 ，這暗示著聯(lián)華是銷售餅干的主要渠道。 Highlight of Key Findings Biscuit Category Definition Highlight of Key Findings Biscuit Category Definition Dianxin Biscuits SNACKS MAIN MEAL Bread Jiaozi Wonton Cake Chart 1 Highlight of Key Findings Biscuit Category Definition Cake Jiaozi Wonton Augmented Biscuit Concept Core Biscuit Concept Bread Rice cracker Saqima Pie Egg rolls Traditional sweet biscuits