品牌管理——目標(biāo)顧客群零售模式ppt36頁(1)-資料下載頁
2025-02-26 10:56本頁面
【正文】 ring?Product / Services Today?Products Consumer did not articulate?Products Consumers thought you could offerKey Insights?Different consumers will place product in different locations?Same product in Multilocations?Higher level aggregationFocus Group Insights4Create Shopper Offering4 Create Shopper OfferingServicesPrepared MealsMeats/DeliFrozen FoodsDairyProduceBakeryBeveragesPackaged FoodsHouseholdPersonal CarePet CareBaby CareBath/SoapCough/Cold DeodorantDentalDiet AidsEye CareFeminine CareFirst AidFoot CareHair CareNail CarePain ReliefShaving CareSkin CareStomachAll OtherProductsVideosDry CleaningFilm ProcessingHome/HealthPostage / ParcelShopper Offering Example4Create Shopper Offering5 Establish Corporate Roles, Tactics, MeasuresONLYPROVIDERPRIMARYPROVIDERONE/FEWPROVIDERSONE/MANYPROVIDERS?100% of my purchases within this shopper offering e from XYZShop?As the only provider of this shopper offering, XYZShop meets all of my needs, and therefore I do not need to ever look elsewhere?XYZShop offers exactly what I want, each time I shop?85% of my purchases within this shopper offering e from XYZShop?When I think of this shopper offering, XYZShop is the first place which es to mind?65% of my purchases within this shopper offering e from XYZShop?Though XYZShop is not the only place where I make purchases in this shopper offering, XYZShop is one of only a select few places where I actually buy.?50% of my purchases within this shopper offering e from XYZShop?Though XYZShop offers me the ability to purchase this shopper offering, my needs require me to go elsewhere the majority of the time to make purchasesDefinition of Roles:From the Shopper perspective, what does each of these roles mean?5 Establish Corporate Roles, Tactics, Measures5 Establish Corporate Roles, Tactics, MeasuresRTM Matrix5 Establish Corporate Roles, Tactics, MeasuresAssortment Pricing Promotion PlacementONLYPROVIDERPRIMARYPROVIDERONE/ FEWPROVIDERSONE/MANYPROVIDERS?Broadestassortment offering variety based on target HH needs?Broad assortment offering products to meet the majority of target HH needs ? Limitedassortment designed to offer an easy choice to shopping elsewhere? Minimalassortment needed to represent the shopper offering?MatchingMatch best multi channel everyday retail ? FrequentBroad appeal “solutions” 6 Shopper Offering AssessmentProduct Categorization Research6Shopper Offering Assessment6 Shopper Offering AssessmentAssortment Principles6Shopper Offering AssessmentDefine Segments Within Each Shopper OfferingDetermine Overall Role For Shopper OfferingShopper Offering Segment AssessmentDefine Target Objective/MeasuresDefine Shopper Offering TacticsShopper Focused Retailing ProcessStrategicDecisionsTacticalDecisions12345678Identify Target HouseholdEstablish Core CompetencyDefine Value PropositionsCreate Shopper OfferingEstablish Corporate Roles, Tactics, MeasuresShopper Offering AssessmentCreate Shopper Offering Business PlanAssess Shopper Value Proposition EffectivenessECR 是目標(biāo) SFR 是途徑
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