品牌管理——目标顾客群零售模式

“出发点”决定了基于供应链的“渠道关系”•品牌管理的关键是以消费者为出发点•供应商与零售商的合作也是以顾客/消费者为出发点品牌管理目标顾客群零售模式SHOPPERFOCUSEDRETAILING目标顾客群零售模式•ShopperFocusedRetailingwillbecometheindustrystandardbusinesspractice•Thefocusofretailers:switchfrombuildingtransactionstobuildingloyaltyusingmarketleadingbrands.Shopperswillmaketheiroutletloyaltychoicesbasedonretaileroverallbrandpositioningstatementsversussolelyretailprice.Shoppersatisfactionresultsforkeyretailcustomerswillincreasesignificantlyascoreshopperneedsareidentifiedandretailerbusinessmodelsaredevelopedtomeetthesecoreshopperneeds.•Itchangesthefocusofretailingfromprovidingproductsincategoriestosolutionsandservices•It’saboutmanagingConsumerSegments,notCategories…andmatchcategoriestomeettheirneeds•RetailerswhohaveembracedtheshopperfocusedconceptsofShopperFocusedRetailingwillberewardedwithrecordvolumeandmarketshareresults.SFRisabusinessprocess,aPull-processstartingfromShopper,itshiftsfromcategoryfocustoOverallBusinessModelfocus.业务流程+“拉动”+以顾客为出发点+全面生意模型AllSFRworkwillbeprioritizedbytheConsumer'sHierarchyofneedsandwillstartwithfocusingthecustomeronthetargetshopperSFROverallMethods整体模型Identifytargetshopper确定目标顾客群Understandtargetshoppers’needs了解目标顾客群需求Createavaluepropositionaroundthetargetshoppers--Storeequity围绕目标客群创造价值命题(独特的)Quality&Reliability质量及可靠性Convenience方便Value价值Control控制Choice选择Basicneeds(Priceofentry)基本需求Secondaryneeds(differentiation)Enhancement(loyalty,increasedusage)Socialacceptance(howothersjudgeyou)Personalaccomplishment/empowerment(howyoujudgeyourself)Selfaspiration(whatyoucanbecome)IdentifyTargetShoppers’Needs–确定目标顾客群的需求HIERARCHYOFNEEDS(需求层级)战略决策StrategicDecisions战术决策TacticalDecisionsDefineSegmentsWithinEachShopperOfferingDetermineOverallRoleForShopperOfferingShopperOfferingSegmentAssessmentDefineTargetObjective/MeasuresDefineShopperOfferingTacticsSFR八步过程IdentifyTargetHousehold确定目标顾客群EstablishCoreCompetency构建核心竞争力DefineValuePropositions定义并传达价值命题CreateShopperOffering围绕顾客群创建商品组合EstablishCorporateRoles,Tactics,Measures确定总体角色,策略,衡量标准ShopperOfferingAssessment评估商品组合CreateShopperOfferingBusinessPlan创立商品组合的业务发展计划AssessShopperValuePropositionEffectiveness定期评估价值命题的有效性12345678ShopperFocusedRetailingProcessIdentifyTargetHousehold1EstablishCoreCompetency2DefineValuePropositions3CreateShopperOffering4EstablishCorporateRoles,Tactics,Measures5ShopperOfferingAssessment6CreateShopperOfferingBusinessPlan7AssessShopperValuePropositionEffectiveness81-IdentifyTargetHousehold“确定目标顾客群”IdentifyTargetHousehold1BusinessQuestions•Whoaremytargethouseholds?•Whataretheirneeds?•Whyisthetargeteconomicallyviable?Solutions/Tools•Demographic,LifestyleandRetailingTrends•FocusGroups•CurrentShopperProfile&Profitability•Statistical/SociodemographicData•AvailableTransactionalData•DemographicSegmentationAnalysisComparisionofUSModelsYoungFamiliesvs.Others3.626.5197.366.958.137.386.739.527.062.861.887.418.168.116.772.824.059.354.792.27.847.31012345678910DemographicSegmentation%ofNational%ofOnlineUsers10%19%26%22%23%16%27%27%19%11%%ofNational%ofOnlineUsers14-1920-2930-3940-4950-59AgeofUserOnlineUserProfileEstablishCoreCompetency2DefineValuePropositions3CreateShopperOffering4EstablishCorporateRoles,Tactics,Measures5ShopperOfferingAssessment6CreateShopperOfferingBusinessPlan7AssessShopperValuePropositionEffectiveness82-EstablishCoreCompetency“构建核心竞争力”2BusinessQuestions•Whatdoes/couldXYZShopstandfor?•Whatdoes/couldcompetitionstandfor?•WhatOpportunitiesdoesthiscreateforXYZShop?Solutions/Tools•QuantitativeResearch•SyndicatedData•SWOTAnalysis•FocusGroupsEstablishCoreCompetencySWOTApproachSWOTTemplateSTRENGTHSWEAKNESSESTHREADSOPPORTUNITIESDefineValuePropositions3CreateShopperOffering4EstablishCorporateRoles,Tactics,Measures5ShopperOfferingAssessment6CreateShopperOfferingBusinessPlan7AssessShopperValuePropositionEffectiveness81IdentifyTargetHousehold3-DefineValuePropositions“定义并传达价值命题”3BusinessQuestions•HowdoIwanttodescribemyselftomytargethousehold?•WhatBranddoesbestdescribemyself?•WhatTaglineconveysmyimagebest?Solutions/Tools•Dissatisfier/StrengthAnalysisversusKeyCompetitor•ConsumerHierarchyofNeeds•ConceptTesting/ConceptLabDefineValuePropositionsQualityQuality1EconomyEconomy2ConvenienceConvenience3ControlControl4ChoiceChoice5ImportanceHierarchyofNeedsDissatisfiersStrengthsAnalysisConceptStatementExampleasjfkasdaajkfasasfaasdflfjfjasljflksjfljadfkjafjjaskjflkajfflBenefits&BarriersofOnlineShoppingCreateShopperOffering4EstablishCorporateRoles,Tactics,Measures5ShopperOfferingAssessment6CreateShopperOfferingBusinessPlan7AssessShopperValuePropositionEffectiveness81IdentifyTargetHouseholdEstablishCoreCompetency24-CreateShopperOffering“围绕顾客群创建商品组合”4BusinessQuestions•Whatdoshoppersthinkyouareofferingtoday?•Whatcanyouofferbasedonshoppersneeds?•Howdoshopperswanttoshopwithyou?Solutions/Tools•FocusGroups•ConceptTesting/ConceptLabCreateShopperOfferingFocusGroupInsightsShopperOfferingExampleCategorySpendingsEstablishCorporateRoles,Tactics,Measures5ShopperOfferingAssessment6CreateShopperOfferingBusinessPlan7AssessShopperValuePropositionEffecti