品牌管理——目標(biāo)顧客群零售模式(參考版)
2025-01-22 13:25本頁面
【正文】 GRAINS DRIEDDESS ERTS/ GELS/ SYRU PSFLOURFEMIN INE H YG IENE BOTTLED W ATERPIC KLES/O LIVES/RELISH ESSH OE CA REFRESH ENERS/D EODO RIZERSINSECTICIDES/ PES TIC IDES /RO DENTIC IDESYEAS TEGG S FRES HSource: Nielsen Household Panel Data, 1996Strong Target Household SpendingLower Purchase FrequencySFR ModelC ateg ro iza tionR es ea rc hAssortmentPrinciplesCreate Shopper Offering Business Plan 7 Assess Shopper Value Proposition Effectiveness 8 1 Identify Target Household Establish Core Competency 2 Define Value Propositions 3 Create Shopper Offering 4 Establish Corporate Roles, Tactics, Measures 5 7 Create Shopper Offering Business Plans “創(chuàng)立商品組合的業(yè)務(wù)發(fā)展計(jì)劃” 7 Business Questions ? From a Shopper perspective, what segments and products are important? ? Which segments and products are important to you? Solutions / Tools ? Syndicated Data (ie. Share reports, Household Panel data) ? Transactional data ? Focus Groups / Concept Testing Create Shopper Offering Business Plan Assess Shopper Value Proposition Effectiveness 8 1 Identify Target Household Establish Core Competency 2 Define Value Propositions 3 Create Shopper Offering 4 Establish Corporate Roles, Tactics, Measures 5 Shopper Offering Assessment 6 8 Assess Shopper Value Proposition Effectiveness “定期評估價(jià)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 Effectiveness Identify Target Household Establish Core Competency 2 Define Value Propositions 3 Create Shopper Offering 4 Establish Corporate Roles, Tactics, Measures 5 Shopper Offering Assessment 6 Create Shopper Offering Business Plan 7 8 Define Segments Within Each Shopper Offering Determine Overall Role For Shopper Offering Shopper Offering Segment Assessment Define Target Objective/Measures Define Shopper Offering Tactics Shopper Focused Retailing Process Strategic Decisions Tactical Decisions 1 2 3 4 5 6 7 8 Identify Target Household Establish Core Competency Define Value Propositions Create Shopper Offering Establish Corporate Roles, Tactics, Measures Shopper Offering Assessment Create Shopper Offering Business Plan Assess Shopper Value Proposi
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