赢在最后一里-终端渠道营销策略

赢在“最后一里”，渠道终端制胜策略终端推广模式•在整个购买过程中品牌与消费者的接触过程，Zdology调查提供了一个基于购买者的分析观点。卖场外卖场内柜台前吸引停留销售购买途径模式关于Zdology的发现摘要1.卖场外卖场外卖场内柜台前•60%的购买者不会独自购物(40%与伴侣一起，20%与一个朋友一起).•66%的购买者带着购买意图进店•(80%)购买者会制定购买前计划，约50%有预定的品牌•20%的购买者是帮其他人购买•消费者购买前至少渠过3种不同的销售点2.卖场内•去的第一个柜台与购买前计划有直接关系•作为第一个被拜访的柜台，诺基亚领先摩托罗拉.•在柜台拜访率方面，诺基亚也领先摩托罗拉•不超过50%的购物者会留意到终端和促销推广物料3.柜台前•完成销售率很低（15%）•促销人员的推荐是改变购买前计划的最大影响因素•在购买决定时，品牌是首要的考虑因素，紧接着的是功能性和价位•购买前计划的改变率高达53%•购买者更喜欢开放式柜台吸引停留销售信息说服RAZR²购买途径卖场外卖场内柜台前门口包装吸引和告知信息:这里有新的RAZR²促销员推销说服与销售零售环境营造停留与告知柜台体验停留与告知柜台传单说服与销售信息:体验新的RAZR²展示系统吸引和告知吊旗吸引和告知海报吸引和告知展架吸引和告知卖场外海报吸引和告知信息:强化RAZR²的卖点卖场外卖场内柜台前吸引停留销售基于购买途径的RAZRV8终端展示吸引停留销售渠道支持案例分享零售终端设计终端陈列终端陈列终端支持物料展品展示架收银台售卖机烟缸菜单架烛台FrostedacrylicwithNPPengravedonsurface产品展示单元刊物架挂表墙面装饰落地物料终端支持物料打造一个成功的市场•销售管理（日场、夜场）–经销商/终端开发–经销商/终端关系维护–铺货–卖进–理货–产品/品牌能见度（曝光）–竞争对手销售情况资料收集优化销售团队销售团队的能力检视评估现有销售队伍的个人及团队能力重新定义团队的角色与职责组织架构，工作角色与责任，拟定个人及团队的KPIs，汇报系统及流程建立新团队架构根据定义结果重新布局促销人员任务，个人及团队的仪容及精神面貌，管理流程，培训计划销售架构模式参考销售总监区域销售经理（北部）区域销售经理（东部）区域销售经理（南部）区域销售经理（西部）城区经理地区主管销售人员（日场/夜场）城区经理地区主管销售人员（日场/夜场）城区经理地区主管销售人员（日场/夜场）城区经理地区主管销售人员（日场/夜场）管理流程模式参考销售人员渠道营销协调者渠道销售经理区域销售经理财务否否是数据库是/否支付报告打造一个成功的市场•购买者营销–促销–活动–赞助–促销员“最后一里”最终购买的过程“最后一里”中的黄金接触点了解客户品牌与潜在消费者的关系了解客户与渠道的关系了解不同的购物者在不同渠道的购买习惯行动营销平台行动营销平台（激活购物者的主张）品牌赞助渠道促销消费者促销其他支持活动相关案例分享一：卡夫-行动营销的规划流程我们的工作流程锁定购买者锁定渠道渠道分析渠道营销策略零售传播策略接触点分析市场测试测试后评估购买者分析/评估渠道分析/评估Shopper/MarketPulse我们的工作流程锁定购买者锁定渠道渠道分析渠道营销策略零售传播策略接触点分析市场测试测试后评估购买者分析/评估渠道分析/评估Shopper/MarketPulse第三类37%第四类22%第一类22%第二类19%目标购买者人群分类:3D™(2007)饼干(每周超过4次）%速溶咖啡(每天一次)%RTD(2-6次每周)%第一类121145第二类10851第三类9555第四类6546购买者分析–第一类CareerBuilders(Weekend)TimeActivityTouchPoint10-12amwakingupfresheningupbreakfastSportsActivitiesKioskandSportsstoresHangingoutCVSnewspaper/TV/internetgoingout12-2pmlunch2-4pmshoppingsuper/hypermarket/vendingmachine4-6pmrelaxcoffeecinemaCVS/vendingmachine,ma&pastore6-10pmsupperbeauty/spa/massagemeetingfriends10-1ammakingupKTV/bar/clubgoinghomeCareerBuilders(Weekday)TimeActivityTouchPoint6-8amwakingupfresheningupGetdressbreakfastCVS/vendingmachine7-9amgoingtooffice9-12amworkingvendingmachine,ma&pastoree-mailvendingmachinephonemeeting12-2pmlunch2-6pmworkingvendingmachine,ma&pastoree-mailvendingmachinephonemeeting6-7pmovertimeworkCVS/vendingmachine7-9pmsupperchattingwithfriendsvendingmachine,ma&pastore9-12pmTV/internet/readingshowersleeping接触点便利店小卖店超级市场自动售卖机购买者分析–第二类TimeJugglers(Weekend)TimeActivityTouchPoint9-10amwakingupfresheningupskincarewakingupkiddressingupkidpreparingbreakfastCVS10-12amhelpingkidwithhomework12-2pmpreparinglunch2-4pmtakingkidoutCVSshoppingCVS/super/hypermarkert4-6pmrelaxhappyhourgoingtomovieswithkidCVS/vendingmachine,ma&pastore6-8pmsupperout8-9pmtakingkidbackhome9-10pmTVwithkidgettingkidreadytobed10-12pmDVDmoviesskincaresleepingTimeJugglers(Weekday)TimeActivityTouchPoint6-8amwakingupmakingupdressingupwakingup&dressingupkidpreparingbreakfastCVS8-9amtakingkidtoschoolgoingtooffice9-12amworkingvendingmachine,ma&pastoree-mailvendingmachinephonemeeting12-2pmlunch2-6pmworkingvendingmachine,ma&pastoree-mailvendingmachinephonesnackingCVS/vendingmachine,ma&pastoremeeting5-6pmphoninghusbandpickingupkid6-7pmshoppingfordinnerfoodssuper/hypermarkerts/CVS7-8pmpreparingdinner8-12pmhelpingkidhomeworkshowerwithkidTV/DVDmoviesskincaresleeping接触点便利店小卖店超级市场自动售卖机购买者分析–第三类LifeExplorers(Weekday)TimeActivityTouchPoint7-8amwakingupfresheningupbreakfastCVS/vendingmachine8-12amhavingclassesvendingmachine12-1pmlunch2-5pmhavingclassesvendingmachine,ma&pastore5-6pmbasketballCVS/vendingmachine,sportskiosk6-7pmsupper7-9pmself-studyVendingmachine,ma&pastore9-12pmnightsnackCVS/vendingmachine/campussupermarketinternet/onlinegamesDVDmoviessleepingLifeExplorers(Weekend)TimeActivityTouchPoint10-12amwakingupfresheningupbreakfastCVS/vendingmachineTV/internetcallingparents12-2pmlunch2-6pmshoppingvendingmachine/campussupermarketlibraryvendingmachine,ma&pastorecinemaCVS/vendingmachineplayingbasketballCVS/sportskiosk6-7pmsupper8-11pmKTVplayingonlinegamesinternetcafé11-12pmgoingtobed接触点便利店网吧校园小卖店自动售卖机我们的工作流程锁定购买者锁定渠道渠道分析渠道营销策略零售传播策略接触点分析市场测试测试后评估购买者分析/评估渠道分析/评估Shopper/MarketPulse渠道选择标准1.目标购买者2.便利因素3.促销活动/宣传物料4.可执行/管理度5.目标购买者造访频率020低高渠道计分卡ChannelTargetConsumerConvenienceFactorPromotion/VisibilityEaseOfManagementFrequencyOfVisitTotalScoreCommentHypermarket552015550LowscoreduetoconenviencefactorandconsumerprofileSupermarket551515545LowscoreduetoconenviencefactorandconsumerprofileCVS202015202095InternetCafe202010202090Campus202010201585VendingMachine20205202085Ma&PaShop1520502060ThischannelisidealforOTGproducts,givensitslargenetworkandconveniencefactor.Itslowscoreisduetothedifficultiesofmanagingthischannelandpromotions.Eachbusinessisindividuallyowned.渠道评估–便利店ChannelAssessmentFormClient:KraftJobNo.:Task:DevelopChannelInsightsChannel:CVSINSIGHTSWhoshophere?16-24localsWhyshophere?ConvenienceHowlongdotheyspendinhere?Average3minsWhatisthetypicalbasketsize?¥5.00Whatisthetypicalbasketcount?1-2itemsFrequency:Average3timesaweekMostEffectiveCommunicationPoint:Counter,FridgeDoorandGondolaEndsConsumptionOccasion:IndividualBEHAVIOURSTheylovenovelt