【正文】 2 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。大規(guī)格的包裝放在貨架最上層，以作為餅干貨架的輔助標(biāo)志 /指示 ? 小規(guī)格包裝的餅干應(yīng)該放在視線以內(nèi)，同時應(yīng)該把印有品牌標(biāo)志的一面向外以使購物者可以看到 ? 同一品牌的不同種類應(yīng)該水平陳列，同時在不同種類 /口味間應(yīng)該有明顯的界限 ? 同一種類 /口味的不同包裝規(guī)格應(yīng)該垂直陳列，把最大規(guī)格的紙盒裝（如家庭裝）放在貨架最上層，把中等規(guī)格的放在中間。把小規(guī)格的放在低一點的貨架上。較大的塑料袋裝的最好放在貨架最底層。 ? 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。他們會在一些吸引他們的餅干中選擇，即使以前沒有嘗試過。 ? 購物者對新產(chǎn)品的反應(yīng)通常不會影響他們對目前已存在產(chǎn)品的購買，因為他們在買了常規(guī)產(chǎn)品之后通常會同時買一些小包裝的新產(chǎn)品。 ? 大眾媒介（比如廣告）是獲得新產(chǎn)品信息的最重要的途徑，然而象 POP等促銷方式，比如櫥窗海報、促銷標(biāo)簽也是第二條重要的信息來源。 ? 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、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。 trialexperience2%Replace theproduct youusually boughtpartly10%Try more first andthen decide on howto do it12%No different exists between age,gender,martial status and other demographic information. Sources of Information On New Product (ii) Base: All respondents / Source: interview + e31/e32 Information channels Often 1st 2nd 3rd Weighted Index Base 611 611 611 611 % % % % TV/Radio/Newspaper ad 77 47 13 10 100 Poster in the window 38 7 11 12 31 貨架上的促銷標(biāo)簽 37 8 11 11 32 Friends39。 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。 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。 married feel it somewhat difficult to locate new product N=611 Mean= 那些單身的沒有孩子的，對當(dāng)前的餅干貨架比較滿意，餅干的經(jīng)常購買者覺得比較容易找到新產(chǎn)品。 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免費試吃 ? Discount/price reduction折扣 /降價 ? Buy one and get an extra one free買一贈一 ? 值得注意的是，免費試吃被證明有很強(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!