品牌管理——目標(biāo)顧客群零售模式ppt36頁-閱讀頁
2025-03-08 10:54本頁面
【正文】 n 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。 Identify target shopper 確定目標(biāo)顧客群167?！?出發(fā)點 ” 決定了基于供應(yīng)鏈的 “ 渠道關(guān)系 ”? 品牌管理的關(guān)鍵是以消費者為出發(fā)點? 供應(yīng)商與零售商的合作也是以顧客 /消費者為出發(fā)點品牌管理 目標(biāo)顧客群零售模式SHOPPER FOCUSED RETAILING目標(biāo)顧客群零售模式目標(biāo)顧客群零售模式? Shopper Focused Retailing will bee the industry standard business practice? The focus of retailers: switch from building transactions to building loyalty using market leading brands. Shoppers will make their outlet loyalty choices based on retailer overall brand positioning statements versus solely retail price. Shopper satisfaction results for key retail customers will increase significantly as core shopper needs are identified and retailer business models are developed to meet these core shopper needs. ? It changes the focus of retailing from providing products in categories to solutions and services? It’s about managing Consumer Segments, not Categories … and match categories to meet their needs ? Retailers who have embraced the shopper focused concepts of Shopper Focused Retailing will be rewarded with record volume and market share results. SFR is a business process, a Pullprocess starting from Shopper, it shifts from category focus to Overall Business Model focus. 業(yè)務(wù)流程 + “拉動 ” + 以顧客為出發(fā)點 + 全面生意模型All SFR work will be prioritized by the Consumer39。s Hierarchy of needs and will start with focusing the customer on the target shopperSFR Overall Methods 整體模型 167。 Understand target shoppers’ needs 了解目標(biāo)顧客群需求167
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