品类管理与消费者关系研究（英文版）

无忧资源：中国最大最全的资源下载网教育新天地：中国最大的学习培训咨询平台UnderstandingtheconsumeraskeytosuccessDionisioSeissusGarcíaAnaCláudiaFiorattiESOMAR,México–October2004无忧资源：中国最大最全的资源下载网教育新天地：中国最大的学习培训咨询平台ConsumerPanelMethodologyContinuousResearchthathasthemainobjectivetounderstandthesamegroupofhouseholds,thespontaneouspurchasebehaviorofconsumers.DiaryPurchasesofmorethan70massconsumptioncategories(Food,HouseholdCleaning,PersonalCareandNonAlcoholicBeverages)无忧资源：中国最大最全的资源下载网教育新天地：中国最大的学习培训咨询平台LatinAmericanCoverageCoverage:14CountriesSample:25,000HouseHolds无忧资源：中国最大最全的资源下载网教育新天地：中国最大的学习培训咨询平台无忧资源：中国最大最全的资源下载网教育新天地：中国最大的学习培训咨询平台Opportunitiesformanufacturesandretailerspermitingto:IdentifythecustomersofaChainA,evaluatinginwhichotherchannelsofdistributionandsupermarketchainstheyalsodotheirpurchasesKnowthebuyersloyaltylevelofaChainA,searchingforpossiblecategoriesorproductportfoliosmixedbusinessopportunitiesQuantifythe“lostbusiness”ofChainA:Whotherealcompetitorisattheconsumermomentofdecidingtopurchase?Howmuchcouldbegainedinsales,whenaconcretemarketingstrategyisdevelopedtorecoverthelostexpense?Benefitsofthetoolspresented无忧资源：中国最大最全的资源下载网教育新天地：中国最大的学习培训咨询平台无忧资源：中国最大最全的资源下载网教育新天地：中国最大的学习培训咨询平台10million100million40millionCategoryVolumeoftheChain:Chain’smarketshareCategoryVolumeinallchannelsofdistributionCategoryVolumemadebythechains’customers10millionOnlyasmallproportionoftheChain’sconsumers,buythecategoryatthesamechainAssessmentoftheChain’sSalesVolume1.Knowthebusinessvolume,thechains’smarketshare,andthecustomersoftheespecificchain无忧资源：中国最大最全的资源下载网教育新天地：中国最大的学习培训咨询平台7525LoyaltyLostExpensesTheloyaltyis25%thentotalpotentialis30million.LoyaltyoftheChain’sSalesVolume2.Measurechainloyaltyindeterminedcategoryandtheexpensecompetitor’sloss无忧资源：中国最大最全的资源下载网教育新天地：中国最大的学习培训咨询平台Whichchainsandchannelsofdistributionarethe“receivers”ofConsumersChainXlostexpenses?51015202030ChainAChainBChainCChainDChainEOthersAssessmentofthelostexpensesofChainX(%)3.Expenseanalysis7525LoyaltyLostExpenses无忧资源：中国最大最全的资源下载网教育新天地：中国最大的学习培训咨询平台WheredoestheChainXstandatthemoment?Whatshouldwefocusontoattractmorecustomersorkeeptheloyalcurrentone?HIGHPOTENTIALLOWPOTENTIALManycategorybuyers,whobuyelsewhere.Fewcategorybuyers,whobuyelsewhere.Manycategorybuyers,buyingatChainXFewcategorybuyers,whohoweverbuyatChainX.OPPORTUNITIESSTRENGTHSWEAKNESSPROFIT/GAINSLOWLOYALTYHIGHLOYALTY4.Knowthechainandcompetitors´positioningMarketPotencialEvaluation无忧资源：中国最大最全的资源下载网教育新天地：中国最大的学习培训咨询平台5.MeasurethemainfactorswhichgeneratelossesItestablisheswhethertheseslossesaretheresultsofsensitivitytoprices,promotionsandadvertisingactivities,etc.Thisanalysisisbasedontimeperiodsthathaveshownsignificantchangesinthechainmarketshare,whenevaluatingone’schainactionsandcompetitors.无忧资源：中国最大最全的资源下载网教育新天地：中国最大的学习培训咨询平台6.Knowdifferentcustomergruopsinthechain(targets)Asthemarketisincreasinglycompetitiveitisclearlyimportanttoidentifythecustomergroupswhicharecontributingnegativelyforthechain’sresultsandfocusone’saimonthesespecificconsumers,attractingandmakingthemloyal.7.Makethecorrectdecisionstokeepandimprovethechainmarketshare,andworkmorecloselywithmanufacturerstoenhancebettersalesandprofitresults.无忧资源：中国最大最全的资源下载网教育新天地：中国最大的学习培训咨询平台TheLatinAmericanConsumer:ComparingtheArgentinean,BrazilianAndChileanAnalysisThroughtheConsumerPanelinformation,theCategoryManagementmethodologyisanalizedfor:HairCareCategory(ShampooandHairConditioners)InArgentina,BrazilandChileinaspecificChain,mentioned:ChainADuringtheperiodbetweenJuly2003andJune2004Sample:11,100households无忧资源：中国最大最全的资源下载网教育新天地：中国最大的学习培训咨询平台RelativeimportanceofPersonalCarebetween9%-10%oftheFMCGtotalHairCarerepresentbetween2%-3%ofthetotal,beingofgreatrelativeimportanceinChileDifferentmarketshareofShampooinHairCareperCountry:Brazil46%;Argentina35%andChile29%ARGENTINABRAZILCHILETOTALFMCG100,0100,0100,0FOODSANDHOUSEHOLDCLEANERS90,591,390,3PERSONALCARE9,58,79,7HAIRCARE2,62,43,1SHAMPOO1,71,32,2HAIRCONDITIONERS0,91,10,9OTHERSPERS.CARE6,96,36,61.GeneralDiagnosisShareofMarket:FMCG,PersonalCareandHairCare(%Value)无忧资源：中国最大最全的资源下载网教育新天地：中国最大的学习培训咨询平台ArgentinashowsasmallermarketshareforSupermarketsBrazilandinChilemorethan60%ofpurchasesaredonebythischannel386265432513321010652107ARGENTINABRAZILCHILEOTHERSDOORTODOORDRUGSTORESTRADITIONALTRADESUPERMARKETS1.GeneralDiagnosisShareofMarket–DistribuitionChannelsFMCG(%Value)无忧资源：中国最大最全的资源下载网教育新天地：http:/