【正文】 aste tests of peanut butter: ? 70% preferred Brand A ? 30% preferred Brand B And in awareness: ? 20% recognized Brand A ? 70% recognized Brand B But in a nonblind taste test: ? 73% selected Brand B as the superior peanut butter 89 品牌權(quán)益影響認(rèn)知價(jià)值 在未告知品牌的情況下，對(duì)花生醬進(jìn)行口味測(cè)試： ? 70%的被測(cè)試者喜歡品牌 A ? 30% 的喜歡品牌 B 在實(shí)際品牌意識(shí)上： ? 20% 認(rèn)同品牌 A ? 70% 認(rèn)同品牌 B 但是，在告知品牌后進(jìn)行的測(cè)試中 ? 73% 認(rèn)為品牌 B是更好的花生醬 90 Brand Equity Influences Price ? Morton Salt (5%) ? Bayer Aspirin (20%) ? Coca Cola (1%) ? Sealy mattresses (10%) A 1% price lift creates a 6% increase in profit in most industries 91 品牌權(quán)益影響價(jià)格 ? Morton Salt (5%) ? 拜耳 —阿司匹林 (20%) ? 可口可樂 (1%) ? Sealy mattresses (10%) 在許多行業(yè)，價(jià)格增加 1%會(huì)使凈利潤(rùn)增加 6% 92 Measuring Brand Equity and Its Sources ? Equities ? Price premium ? Perceived quality ? Customer satisfaction ? Customer retention ? Market share ? Brand awareness ? Sources of equity ? Perceived as market leader ? Brand associations ? Brand personality ? Company associations 93 測(cè)試品牌權(quán)益和資源 ? 權(quán)益 ? 價(jià)格溢價(jià) ? 認(rèn)知質(zhì)量 ? 顧客滿意度 ? 顧客保持率 ? 市場(chǎng)份額 ? 品牌意識(shí) ? 權(quán)益資源 ? 被認(rèn)為是市場(chǎng)領(lǐng)袖 ? 品牌聯(lián)想 ? 品牌個(gè)性 ? 企業(yè)聯(lián)想 94 Leveraging Brand Equity ? Strong brands increase the success rates for new product introductions, but… ? Monitoring the sources of equity is necessary to avoid costly product failures ? There have been many failures from notable brands due to insufficient attention to the sources of brand equity: – McLean – Virgin Cola 95 利用品牌權(quán)益 ? 強(qiáng)勢(shì)品牌增加了新產(chǎn)品推廣的成功率，但是 … ? 監(jiān)測(cè)權(quán)益資源對(duì)避免重大的產(chǎn)品失誤是很有必要的 ? 已經(jīng)有許多因沒有充分注意品牌權(quán)益資源而失敗的 品牌先例： – McLean（ 麥可林） – Virgin可樂 96 What is a Brand’s Positioning? ? The space it occupies in the mind of the consumer ? The perceived difference between your brand and a petitor’s brand ? The perceived value of the differences between your brand and the petitor’s brand ? These factors are assessed through Perceptual Maps and Value Maps 97 何謂品牌定位？ ? 它在消費(fèi)者頭腦中所占有的位置 ? 在您的品牌和競(jìng)爭(zhēng)品牌之間關(guān)于認(rèn)知差異性 ? 在您的品牌和競(jìng)爭(zhēng)品牌之間關(guān)于認(rèn)知價(jià)值上 的差異性 ? 這些因素可以通過“知覺地圖”和“價(jià)值地圖” 來進(jìn)行評(píng)估 98 Achieving Real Competitive Differentiation Based on a dedicated research process oriented to your brands and/or product lines First Steps: ? Segment the customer market ? Target a customer segment ? Position the pany’s offering to win customer segment loyalty 99 獲取真正的競(jìng)爭(zhēng)差異性 基于您的品牌 /或產(chǎn)品線的一個(gè)專業(yè)研究過程 第一階段步驟 : ? 細(xì)分顧客市場(chǎng) ? 選擇目標(biāo)市場(chǎng) ? 提供合適產(chǎn)品來贏得目標(biāo)顧客的忠誠(chéng)度 100 The Brand Research Cycle Segmentation Research Customer Value Research Brand Report Card Actions Influenced: ? Selecting customer targets ? Building brand knowledge and esteem Actions Influenced: Building brand differentiation and relevance Actions Influenced: Building customer loyalty and profitability 101 品牌研究循環(huán)圖 細(xì)分市場(chǎng)研究 客戶價(jià)值研究 品牌成績(jī)單 相關(guān)行動(dòng)： ? 選擇客戶目標(biāo) ? 建立品牌認(rèn)知 和尊重 相關(guān)行動(dòng)：建立品牌差異性和相關(guān)性 相關(guān)行動(dòng)： 建立客戶忠誠(chéng)度和盈利性 102 The Brand Research Cycle Task Methods Functions Segmentation ? Focus Groups ? Cluster Analysis ? Factor Analysis ? Targeting ? Communication Strategy: key target associations ? Channel Strategy: how and where they shop Customer Value ? Focus Groups ? Perceptual Maps ? Conjoint Analysis ? Product Strategy and RD ? Competitive Positioning (including price) ? Promotional Tactics and LoyaltyBuilding ? Communications: key product benefits Brand Report Card ? Consumer Surveys: satisfaction, brand awareness... ? Internal Data and Management Review ? Track loyal and profitable segments ? Evaluate brand performance ? Quantifying brand positioning relevance ? Evaluate brand strategy effectiveness 103 品牌研究循環(huán)圖 任務(wù) 方法 作用 市場(chǎng)細(xì)分 ? 焦點(diǎn)小組 ? 群組分析 ? 因素分析 ? 選擇目標(biāo) ? 傳播戰(zhàn)略：關(guān)鍵顧 客的品牌聯(lián)想 ? 渠道戰(zhàn)略：購(gòu)買方 式、購(gòu)買地點(diǎn) 客戶價(jià)值 ? 焦點(diǎn)小組法 ? 知覺圖 ? 相關(guān)分析 ? 產(chǎn)品戰(zhàn)略和研發(fā) ? 競(jìng)爭(zhēng)定位（包括價(jià) 格） ? 促銷策略和品牌忠 誠(chéng)度建設(shè) ? 傳播：主要產(chǎn)品的 利益點(diǎn) 品牌成績(jī)單 ? 消費(fèi)者調(diào)查：滿意度， 品牌知名度 …… ? 內(nèi)部資料和管理檢核 ? 追蹤忠誠(chéng)而有利可圖的 細(xì)分市場(chǎng) ? 評(píng)估品牌績(jī)效 ? 對(duì)品牌定位的相關(guān)性進(jìn) 行量化 ? 評(píng)估品牌戰(zhàn)略的效果 104 Why Segmentation? Marriott uses a customer segmentation of travelers to identify key needs and wants in different segments and design a distinctive offering for each: Quality Price High Premium Good Standard Economy Above Average Average Low Ritz Carlton Marriott Courtyard Fairfield Inn 105 為什么要細(xì)分？ 馬里奧特酒店利用客戶市場(chǎng)細(xì)分來識(shí)別不同客戶的關(guān)鍵需求和欲望，并分別為他們提供了獨(dú)具特色的服務(wù)： 質(zhì) 量 價(jià)格 高價(jià) 特級(jí) 優(yōu)秀 標(biāo)準(zhǔn) 實(shí)惠 高于平均價(jià) 平均價(jià) 低價(jià) 里茲 卡爾頓 馬里奧特 庭院式旅店 集市式旅店 106 What is a Segment? ? A Segment is a Group of Consumers that Share a Unique Set of Needs, Wants and Purchase Behaviors ? Segmentation Is the Process of Subdividing a Market into Distinct Sets of Consumers that Behave in the Same Way or Have Similar Needs and Wants 107 何謂細(xì)分市場(chǎng)？ ? 一個(gè)細(xì)分市場(chǎng)是由一群具有獨(dú)特的需求和購(gòu) 買行為的消費(fèi)者所組成的人群。 ? 市場(chǎng)細(xì)分，是將一個(gè)市場(chǎng)細(xì)分為有“同種行 為”或“類似需求”的不同部分。 108 Levels of Segmentation ? Mass: a very large group in which diverse needs and wants can be served by the same product ? Segment: large groups of people with distinctive needs and wants ? Niche: small groups of people with distinctive needs and wants that can be profitably served ? Individual: customization 109 市場(chǎng)細(xì)分的層次 ? 大眾市場(chǎng) ： 眾多客戶各種各樣的需求和欲 望都用同樣的產(chǎn)品來滿足 ? 細(xì)分市場(chǎng) ：具有不同獨(dú)特需求和欲望的客 戶群 ? 利基市場(chǎng) ：一小部分擁有獨(dú)特需求和欲望 的客戶，企業(yè)通過對(duì)他們提供產(chǎn)品或服務(wù) 而獲利 ? 個(gè)人市場(chǎng) ： 客戶定制 110 What is Value to a Consumer? Segmentation seeks to discover how customers value products and services Value is perceived value: the ability of the offering to satisfy a need or a want 111 價(jià)值對(duì)消費(fèi)者來說意味著什么 ? 應(yīng)設(shè)法了解，細(xì)分市場(chǎng)的顧客是如何看待產(chǎn)品或服務(wù)的。 價(jià)值是指認(rèn)知價(jià)值：產(chǎn)品滿足顧客需求的能力。 112 Ba