品牌管理——目標顧客群零售模式ppt36頁(1)(編輯修改稿)
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【文章內(nèi)容簡介】 57 Create Shopper Offering Business Plans “創(chuàng)立商品組合的業(yè)務發(fā)展計劃 ”7Business Questions?From a Shopper perspective, what segments and productsare important??Which segments and products are important to you? Solutions / Tools?Syndicated Data (ie. Share reports, Household Panel data)?Transactional data?Focus Groups / Concept TestingCreate Shopper Offering Business PlanAssess Shopper Value Proposition Effectiveness81Identify Target HouseholdEstablish Core Competency2Define Value Propositions3Create Shopper Offering4Establish Corporate Roles, Tactics, Measures5Shopper Offering Assessment68 Assess Shopper Value Proposition Effectiveness “定期評估價值命題的有效性 ”1 Business Questions?How receptive are shoppers to the Business Model?How satisfied are my customers?Solutions / Tools?Customer satisfaction surveys?Transactional data analysis (customer retention, basket size and position, order frequency)?Scorecard Assess Shopper Value Proposition EffectivenessIdentify Target HouseholdEstablish Core Competency2Define Value Propositions3Create Shopper Offering4Establish Corporate Roles, Tactics, Measures5Shopper Offering Assessment6Create Shopper Offering Business Plan781 Identify Target Household1Identify Target HouseholdSource: Nielsen Household Panel Germany 1998What % of Households count for what % of Spendings? LaunchSegmentationModel1 PHH2 PHH3 PHH 4+ PHHHousehold Size 2,000 DM 2,000 DM 2,999 DM 3,000 DM 3,999 DM 4,000 DMHousehold Ine1 Identify Target HouseholdYoung families versus elderly or single consumers?Higher basket size and higher frequency?Buy products with higher margin?Have more likely Inter access (allows Inter 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 appealed to 80% of target group going outside the target, appeal goes down to 50%1Identify Target Household1 Identify Target HouseholdSource: GfK Online Monitor February 1999What is the current Online User profile? 1Identify Target Household1 Identify Target HouseholdTargeting is important to establish an economically viable offering ...North America *1)Europe Konsum KF (Sweden) 80% of shoppers are dual ine families with kids and average ine at index 115 vs. national average *2)*1) Streamline Presentation at Institute of Directors (London)*2) Lebensmittelzeitung 19/3/991Identify Target Household2 Establish Core Competency2Establish Core CompetencySource: TPI/PG Shopper Research Germany (n= 10,000)Are Existing Retailers Meeting The Most Important Shopper Expectations? LaunchAnalysisModel2 Establish Core CompetencySWOT 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 your petitors are expecting?What are the weaknesses of your petitors that you can exploit?2Establish Core Competency2 Establish Core Competenc
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