品牌管理——目標顧客群零售模式ppt36頁(已改無錯字)
2023-03-17 10:54:03 本頁面
【正文】 y?Nationwide homedelivery?Convenient shopping experience ?A personalized service ?Consumer doesn’t need to have a car or transportation?24/7 opening hoursSTRENGTHSWhat Does XYZShop Excel At?OPPORTUNITIESWhat Could XYZShop Excel At?WEAKNESSESWhat Does [The Competition] Excel At?THREATSWhat Could [The Competition] Excel At?SWOT Template / Example?Known brand name?Variety of fresh products?No delivery fee?Known for care for environment?Purchasing power expertise (esp. fresh)?Leverage the freshness advantage (Link consumer “direct to farm”)?Much more targeted selection of superior quality products?Offer products not available in local market?Leverage giftgiving to retain/attract shoppers?Use shopper database (shareholders clients) to position offering against XYZShop?Leverage loyalty programs to get better consumer understanding?Leverage financial strength to subsidize CD offering2Establish Core Competency3 Define Value Propositions (Concept Development)3Define Value PropositionsSource: DMA Online Survey (n=354)What are the Benefits Barriers of Shopping Online? 1 23 Define Value Propositions (Concept Development)Source: St. Joseph’s University Supermarket Business 2/97Are perceptions of Consumer Direct different between users and nonusers? Conclusion: Dramatic differences exist in perceptions of “nonusers”versus realities of “users”1 23Define Value Propositions3 Define Value Propositions (Concept Development)3Quality?Freshness of perishables?quality of nongeically altered meats,?National brands1Economy?Reasonable pricing for products and services?Delivery Fee isNo 1 barrier2Convenience?Stress free alternatives to managing low involvement tasks?Time savings and simplicity3Control?Consumers want shopping to provide a positive, involving experience that they control4Choice?Information that makes consumers feel that they make an informed, purchase decision?proper choice5ImportanceSource: Market Research 19961999CD Shopper: Hierarchy Of NeedsDefine Value Propositions3 Define Value Propositions (Concept Development)Current Shopping Experience XYZShopCurrent Shopping Experience Bricks MortarDissatisfiers / Strengths Analysis3Define Value Propositions3 Define Value Propositions (Concept Development)Concept Statements Example I1 23Define Value PropositionsShopper InsightReasons to BelieveShopper Benefit3 Define Value Propositions (Concept Development) Shoppers feel like their lives are out of balance Weekly errands are too time consuming, and unpleasant, but a necessary part of your routine XYZShop will restore balance, as well as harmony to your life by eliminating the time that you currently spend running errands This will reduce stress in your life Broad assortment of products/services to eliminate weekly errands Grocery store pricesConcept Statements Example II1 23Define Value Propositions4 Create Shopper OfferingSource: EHI Handel Aktuell 1997What are the spendings per category in a Supermarket? 4Create Shopper Offering4 Create Shopper OfferingQualitative Research to define shopper offe
教學課件相關(guān)推薦
鄂ICP備17016276號-1