品牌管理——目標(biāo)顧客群零售模式ppt36頁(yè)(參考版)
2025-02-28 10:57本頁(yè)面
【正文】 Create a value proposition around the target shoppers Store equity 圍繞目標(biāo)客群創(chuàng)造價(jià)值命題 (獨(dú)特的 )Quality Reliability質(zhì)量及可靠性Convenience方便Value價(jià)值Control控制Choice選擇Basic needs (Price of entry)基本需求Secondary needs (differentiation)Enhancement (loyalty, increased usage)Social acceptance (how others judge you)Personal acplishment/empowerment(how you judge yourself)Self aspiration (what you can bee) Identify Target Shoppers’ Needs – 確定目標(biāo)顧客群的需求 HIERARCHY OF NEEDS (需求層級(jí) )戰(zhàn)略決策StrategicDecisions戰(zhàn)術(shù)決策TacticalDecisionsDefine Segments Within Each Shopper OfferingDetermine Overall Role For Shopper OfferingShopper Offering Segment AssessmentDefine Target Objective/MeasuresDefine Shopper Offering TacticsSFR 八步過(guò)程Identify Target Household確定目標(biāo)顧客群Establish Core Competency構(gòu)建核心競(jìng)爭(zhēng)力Define Value Propositions定義并傳達(dá)價(jià)值命題Create Shopper Offering圍繞顧客群創(chuàng)建商品組合Establish Corporate Roles, Tactics, Measures確定總體角色 , 策略 , 衡量標(biāo)準(zhǔn)Shopper Offering Assessment評(píng)估商品組合Create Shopper Offering Business Plan創(chuàng)立商品組合的業(yè)務(wù)發(fā)展計(jì)劃Assess Shopper Value Proposition Effectiveness定期評(píng)估價(jià)值命題的有效性12345678Shopper Focused Retailing ProcessIdentify Target Household1Establish Core Competency2Define Value Propositions3Create Shopper Offering4Establish Corporate Roles, Tactics, Measures5Shopper Offering Assessment6Create Shopper Offering Business Plan7Assess Shopper Value Proposition Effectiveness81 Identify Target Household “確定目標(biāo)顧客群 ”Identify Target Household1 Business Questions?Who are my target households??What are their needs??Why is the target economically viable?Solutions / Tools?Demographic, Lifestyle and Retailing Trends?Focus Groups?Current Shopper Profile Profitability?Statistical / Sociodemographic Data?Available Transactional Data?Demographic Segmentation AnalysisEstablish Core Competency2Define Value Propositions3Create Shopper Offering4Establish Corporate Roles, Tactics, Measures5Shopper Offering Assessment6Create Shopper Offering Business Plan7Assess Shopper Value Proposition Effectiveness82 Establish Core Competency “構(gòu)建核心競(jìng)爭(zhēng)力 ”2Business Questions?What does/could XYZShop stand for??What does/could petition stand for??What Opportunities does this create for XYZShop?Solutions / Tools?Quantitative Research?Syndicated Data?SWOT Analysis?Focus GroupsEstablish Core CompetencyDefine Value Propositions3Create Shopper Offering4Establish Corporate Roles, Tactics, Measures5Shopper Offering Assessment6Create Shopper Offering Business Plan7Assess Shopper Value Proposition Effectiveness81Identify Target Household3 Define Value Propositions “定義并傳達(dá)價(jià)值命題 ”3Business Questions?How do I want to describe myself to my target household??What Brand does best describe myself??What Tagline conveys my image best?Solutions / Tools?Dissatisfier/Strength Analysis versus Key Competitor?Consumer Hierarchy of Needs?Concept Testing / Concept LabDefine Value PropositionsCreate Shopper Offering4Establish Corporate Roles, Tactics, Measures5Shopper Offering Assessment6Create Shopper Offering Business Plan7Assess Shopper Value Proposition Effectivenes
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