品牌管理--目標顧客群零售模式分析-文庫吧資料
2025-03-02 11:15本頁面
【正文】 s81Identify Target HouseholdEstablish Core Competency24 Create Shopper Offering “圍繞顧客群創(chuàng)建商品組合 ”4Business Questions?What do shoppers think you are offering today??What can you offer based on shoppers needs??How do shoppers want to shop with you?Solutions / Tools?Focus Groups?Concept Testing / Concept LabCreate Shopper OfferingEstablish Corporate Roles, Tactics, Measures5Shopper Offering Assessment6Create Shopper Offering Business Plan7Assess Shopper Value Proposition Effectiveness81Identify Target HouseholdEstablish Core Competency2Define Value Propositions35 Establish Corporate Roles, Tactics, Measures “確定總體角色 , 策略 , 衡量標準 ”5Business Questions?What Roles do you want to play with shoppers??What are the primary Tactics that will be used to achieve those roles??How will you measure your success?Solutions / Tools?RTM Matrix?ScorecardEstablish Corporate Roles, Tactics, MeasuresShopper Offering Assessment6Create Shopper Offering Business Plan7Assess Shopper Value Proposition Effectiveness81Identify Target HouseholdEstablish Core Competency2Define Value Propositions3Create Shopper Offering46 Shopper Offering Assessment “評估商品組合 ”6Business Questions?What are the characteristics of important shopper offerings??Which offerings are most important to my target household??Which offerings are most important to you? Solutions / Tools?SFR Model?Product Categorization Research?Assortment Principles?Focus Group / Concept TestingShopper Offering AssessmentCreate Shopper Offering Business Plan7Assess Shopper Value Proposition Effectiveness81Identify Target HouseholdEstablish Core Competency2Define Value Propositions3Create Shopper Offering4Establish Corporate Roles, Tactics, Measures57 Create Shopper Offering Business Plans “創(chuàng)立商品組合的業(yè)務發(fā)展計劃 ”7Business Questions?From a Shopper perspective, what segments and productsare important??Which segments and products are important to you? Solutions / Tools?Syndicated Data (ie. Share reports, Household Panel data)?Transactional data?Focus Groups / Concept TestingCreate Shopper Offering Business PlanAssess Shopper Value Proposition Effectiveness81Identify Target HouseholdEstablish Core Competency2Define Value Propositions3Create Shopper Offering4Establish Corporate Roles, Tactics, Measures5Shopper Offering Assessment68 Assess Shopper Value Proposition Effectiveness “定期評估價值命題的有效性 ”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 EffectivenessIdentify Target HouseholdEstablish Core Competency2Define Value Propositions3Create Shopper Offering4Establish Corporate Roles, Tactics, Measures5Shopper Offering Assessment6Create Shopper Offering Business Plan781 Identify Target Household1Identify Target HouseholdSource: Nielsen Household Panel Germany 1998What % of Households count for what % of Spendings?
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