品牌管理——目标顾客群零售模式.ppt

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1、“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ShopperFocusedRetailingwillbecometheindustrystandardbusinesspracticeThefocusofretailers:switchfrom"buildingtransactions"to"buildingloyalty"u

2、singmarketleadingbrands.Shopperswillmaketheiroutletloyaltychoicesbasedonretaileroverallbrandpositioningstatementsversussolelyretailprice.Shoppersatisfactionresultsforkeyretailcustomerswillincreasesignificantlyascoreshopperneedsareidentifiedandretaile

3、rbusinessmodelsaredevelopedtomeetthesecoreshopperneeds.ItchangesthefocusofretailingfromprovidingproductsincategoriestosolutionsandservicesIt’saboutmanagingConsumerSegments,notCategories…andmatchcategoriestomeettheirneedsRetailerswhohaveembracedthe"sh

4、opperfocused"conceptsofShopperFocusedRetailingwillberewardedwithrecordvolumeandmarketshareresults.SFRisabusinessprocess,aPull-processstartingfromShopper,itshiftsfromcategoryfocustoOverallBusinessModelfocus.业务流程+“拉动”+以顾客为出发点+全面生意模型AllSFRworkwillbeprio

5、ritizedbytheConsumer'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

6、(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

7、)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TacticalDecisionsDefineSegmentsWithinEachShopperOfferingDetermineOverallRoleForShopperOfferingShopperOfferingSegmentAssessmentDefi

8、neTargetObjective/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ShopperOffe