差异化行销

&Ref:\omd.go\training\99train\dfmc.ppt&Ref:\omd.go\training\99train\dfmc.ppt差異化行銷&Ref:\omd.go\training\99train\dfmc.ppt3差異化行銷•差異化行銷是要說明五項行銷基本事實–人口統計分析不再是唯一區隔的原則–所有的消費者都創造不同的價值–一個品牌最好的顧客也就是一個品牌最好的潛在顧客–所有的高利潤消費者創造不同的價值–所有的消費者應該有不同的待遇&Ref:\omd.go\training\99train\dfmc.ppt4利潤區隔HighMediumLowNo-Profit&Ref:\omd.go\training\99train\dfmc.ppt5“人口統計分析不再是唯一區隔的原則“#1&Ref:\omd.go\training\99train\dfmc.ppt6“Women18-49”&Ref:\omd.go\training\99train\dfmc.ppt7如何定義一個高利潤購買者?根據他們的購買行為而不是人口統計分析&Ref:\omd.go\training\99train\dfmc.ppt8YogurtHigh-ProfitBuyersTheybuyalotofyogurt.Theycouldbuyevenmoreofthebrand.Theybuyalotofthebrand.&Ref:\omd.go\training\99train\dfmc.ppt9AnUniversalPhenomenon33%75%SalesBuyers&Ref:\omd.go\training\99train\dfmc.ppt10”所有的消費者都創造不同的價值“#2&Ref:\omd.go\training\99train\dfmc.ppt11Sales&ProfitSales&ProfitFrequentlypurchased=BuythemostFrequentlypurchased=BuythemostConsideredpurchase=BuythesoonestConsideredpurchase=BuythesoonestDefiningtheHigh-ProfitSegment&Ref:\omd.go\training\99train\dfmc.ppt12”品牌最好的顧客也是品牌最好的潛在顧客#3&Ref:\omd.go\training\99train\dfmc.ppt13FMCGLoyaltySpectrumNotAwareSoleBuyer69%tothecompetitionthebrand31%toAverageShareofHigh-ProfitCustomerSource:MRCA,1992&Ref:\omd.go\training\99train\dfmc.ppt14”所有的高利潤消費者創造不同的價值“#4&Ref:\omd.go\training\99train\dfmc.ppt15“所有的消費者應該有不同的待遇“#5&Ref:\omd.go\training\99train\dfmc.ppt16HighMediumLowNo-ProfitB#5“DifferentialMarketing”&Ref:\omd.go\training\99train\dfmc.ppt17“Informationisthedriver,involvementisthecatalyst.”