〖营销策略〗品类管理与消费者关系研究

1、UnderstandingtheconsumeraskeytosuccessDionisioSeissusGarcíaAnaCláudiaFiorattiESOMAR,México–October2004ConsumerPanelMethodologyContinuousResearchthathasthemainobjectivetounderstandthesamegroupofhouseholds,thespontaneouspurchasebehaviorofconsumers.DiaryPurchasesofmorethan70massconsumptioncategories(Food,HouseholdCleaning,PersonalCareandNonAlcoholicBeverages)LatinAmericanCoverageCoverage:14CountriesSample:25,000HouseHoldsOpportunitiesformanufacturesandretailerspermitingto:IdentifythecustomersofaC。

2、hainA,evaluatinginwhichotherchannelsofdistributionandsupermarketchainstheyalsodotheirpurchasesKnowthebuyersloyaltylevelofaChainA,searchingforpossiblecategoriesorproductportfoliosmixedbusinessopportunitiesQuantifythe“lostbusiness”ofChainA:Whotherealcompetitorisattheconsumermomentofdecidingtopurchase?Howmuchcouldbegainedinsales,whenaconcretemarketingstrategyisdevelopedtorecoverthelostexpense?Benefitsofthetoolspresented10million100million40millionCategoryVolumeoftheChain:Chain’smarketshareCategor。

3、yVolumeinallchannelsofdistributionCategoryVolumemadebythechains’customers10millionOnlyasmallproportionoftheChain’sconsumers,buythecategoryatthesamechainAssessmentoftheChain’sSalesVolume1.Knowthebusinessvolume,thechains’smarketshare,andthecustomersoftheespecificchain7525LoyaltyLostExpensesTheloyaltyis25%thentotalpotentialis30million.LoyaltyoftheChain’sSalesVolume2.Measurechainloyaltyindeterminedcategoryandtheexpensecompetitor’slossWhichchainsandchannelsofdistributionarethe“receivers”ofConsumer。

4、sChainXlostexpenses?51015202030ChainAChainBChainCChainDChainEOthersAssessmentofthelostexpensesofChainX(%)3.Expenseanalysis7525LoyaltyLostExpensesWheredoestheChainXstandatthemoment?Whatshouldwefocusontoattractmorecustomersorkeeptheloyalcurrentone?HIGHPOTENTIALLOWPOTENTIALManycategorybuyers,whobuyelsewhere.Fewcategorybuyers,whobuyelsewhere.Manycategorybuyers,buyingatChainXFewcategorybuyers,whohoweverbuyatChainX.OPPORTUNITIESSTRENGTHSWEAKNESSPROFIT/GAINSLOWLOYALTYHIGHLOYALTY4.Knowthechainandcompet。

5、itors´positioningMarketPotencialEvaluation5.MeasurethemainfactorswhichgeneratelossesItestablisheswhethertheseslossesaretheresultsofsensitivitytoprices,promotionsandadvertisingactivities,etc.Thisanalysisisbasedontimeperiodsthathaveshownsignificantchangesinthechainmarketshare,whenevaluatingone’schainactionsandcompetitors.6.Knowdifferentcustomergruopsinthechain(targets)Asthemarketisincreasinglycompetitiveitisclearlyimportanttoidentifythecustomergroupswhicharecontributingnegativelyforthechain’sre。

6、sultsandfocusone’saimonthesespecificconsumers,attractingandmakingthemloyal.7.Makethecorrectdecisionstokeepandimprovethechainmarketshare,andworkmorecloselywithmanufacturerstoenhancebettersalesandprofitresults.TheLatinAmericanConsumer:ComparingtheArgentinean,BrazilianAndChileanAnalysisThroughtheConsumerPanelinformation,theCategoryManagementmethodologyisanalizedfor:HairCareCategory(ShampooandHairConditioners)InArgentina,BrazilandChileinaspecificChain,mentioned:ChainADuringtheperiodbetweenJuly200。

7、3andJune2004Sample:11,100households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,PersonalCareandHairCa。

8、re(%Value)ArgentinashowsasmallermarketshareforSupermarketsBrazilandinChilemorethan60%ofpurchasesaredonebythischannel386265432513321010652107ARGENTINABRAZILCHILEOTHERSDOORTODOORDRUGSTORESTRADITIONALTRADESUPERMARKETS1.GeneralDiagnosisShareofMarket–DistribuitionChannelsFMCG(%Value)Greatparticipationofpharmacies/drugstores,directSalesanddoortodoorchannelinallcountries416362291261671458106148ARGENTINABRAZILCHILEOTHERSDOORTODOORDRUGSTORESTRADITIONALTRADESUPERMARKETS1.GeneralDiagnosisShareofMarket–D。

9、istribuitionChannelsPersonalCare(%Value)AthirdpartofpurchasesinthesecategoriesoccursoutofthesupermarketchannelInArgentinatheimportanceofTraditionalChannelisconsiderablyhigh3959632911519121468731512ARGENTINABRAZILCHILEOTHERSDOORTODOORDRUGSTORESTRADITIONALTRADESUPERMARKETSShareofMarket–DistribuitionChannelsHairCare(%Value)1.GeneralDiagnosisConsumersbuyHairCareinChainA:42%inArgentina27%inBrazil51%inChile24141026197211011BuyerChainAandBoughtHairCareBuyerChainAandBoughtHairCarebutnotinChainABoug。

10、htHairCareinChainAARGENTINABRASILCHILE2.ImportanceofBuyersatChainAandHairCare(%)ARGENTINA71%24%5%EXPENSESINHAIRCARENONBUYERSCHAINAEXPENSESINHAIRCAREBUYERSCHAINAOUTCHAINAEXPENSESINHAIRCAREBUYERSCHAINAINCHAINA3.LostExpensesandLoyaltyBuyersofChainABRAZIL71%26%3%CHILE74%19%7%LoyaltyinHairCarebuyersofChainA:17%inArgentina10%inBrasil27%inChileTraditionalChannelandPharmacies/Drugstoresrepresentalmost50%oflostexpenseinHairCare.ThemostimportantsupermarketcompetitorisChainB,withonly8%oftotalexpense7%19。