thomas-恒安流程重組咨詢?nèi)?77mb marketing rev

CreatingandMaintainingConsumerDemand創(chuàng)造并保持消費者需求目的PurposeToreviewthefactorsthatinfluenceconsumerdemandThesearecriticalfactorsthatconsumerdrivencompaniesneedtomanageToreviewthetoolwhichareusedtodetermineproblemswithbuildingvolume,buildingshare,andimprovingconsumerdemand回顧影響消費者需求的因素這些是消費者導向型公司需處理的要素回顧那些用于確定問題的工具，逐步增加銷量，市場份額并改善消費者需求采購流程PurchasingProcessTheconsumerdecisiontopurchaseaparticularproductcanbedividedintothreephasesPurchaseintentBuyingprocessUsage

消費者購買某個具體產(chǎn)品決定過程可以分為3個階段采購意向采購過程使用Templateslide采購意向PI購買Buying使用Usage消費者Consumer品牌認知BA產(chǎn)品承諾Pp分銷Dis貨架表現(xiàn)shf.pr價格/價值P/V包裝Package品牌形象BI第一次試用Trial重復購買RepeatAllthesephasesaredoneina"noisy"environmentInfluencedbypastproductusagemendationsfromothersInfluencesofadvertising,etc.Competitiveactivity每一個階段，消費者都在一個很“吵”的環(huán)境之中過去產(chǎn)品的使用經(jīng)驗會影響她其他人的介紹廣告的影響，等競爭者采取的行動消費者嬌爽蘇菲寶潔安爾樂品牌RBrandr品牌xBrandx品牌QBrandq品牌sBrands品牌yBrandyIttakesaverystrongbrandtomakeitthroughthecompetitivegauntlet競爭的槍林彈雨中，只有強勢品牌才能通關寶潔P&G嬌爽J&J尤妮佳Uni-Charm其它OthersConsumerBrandAwarenessProductPromiseDistributionShelfPresencePrice/ValuePackageBrandImageTrialRepeat消費者Consumer品牌認知BA產(chǎn)品承諾Pp分銷Dis貨架表現(xiàn)shf.pr價格/價值P/V包裝Package品牌形象BI第一次試用Trial重復購買RepeatAbrandthatmakesitthroughearnsshareofmarket通關的品牌贏得市場份額WhenabrandfailstobuildmeaningfulshareofmarketorlosesshareofmarketithasaweaknessinsomephaseoftheprocessorissufferingfromacompetitiveattackExamplesare…當某個品牌沒辦法建立一定的市場份額或者市場份額出現(xiàn)滑坡時，說明上流程某一環(huán)較弱或是遭到了競爭者的進攻例如…不是很熟Notveryfamiliar產(chǎn)品不對路Nottherightproduct她們光顧的店里沒有Notwheretheyshop缺貨，不顯眼Outofstock,hardtofind不吸引人，沒什么細節(jié)Notatrctiv,ndetail品牌形象不對Nottherightbrand沒有達到期望值Doesn'tdowhatexpected失望了，沒其它產(chǎn)品好Disp,otherbetter太貴，太廉價Tooexpensive,toocheap消費者Consumer品牌認知BA產(chǎn)品承諾Pp分銷Dis貨架表現(xiàn)sh.p價格/價值P/V包裝Package品牌形象BI第一次使用Trl重復購買RepeatThereisonebarrierwhichisnearlyalwaysfataltoabrandconsumersrarelyretryabrandtheyhaverejectedbecauseofproductperformance有一項障礙對品牌而言幾乎是致命的如果是因為產(chǎn)品沒達到消費者的期望值，使他們拒絕使用，那么她們以后極少會再用這個牌子不喜歡這個產(chǎn)品Didnotlikeproduct否絕Rejection消費者Consumer品牌認知BA產(chǎn)品承諾PP分銷Dtr貨架表現(xiàn)SPr價格/價值P/V包裝Package品牌形象BI第一次使用TrialThisisofcriticalconcern,especiallyinaproductcategorylikediapers--wheremothersonlyhaveonechildandthereisalimitedlengthofuse.這是一個關鍵的問題，尤其是象紙尿褲這類的產(chǎn)品--媽媽們只有一個寶寶，而且使用期也很短Itisclearhowdifficultitistogainbrandloyalty.Brandloyalconsumersarethosewhohavemadeitthroughthecompletepurchasecyclemanytimestothepointwhereithasalmostehabitualpurchaseandtheytendto"tuneout"messagesfromotherbrands這很清楚，要贏得品牌忠誠度有多難.對品牌忠誠的消費者就是那些不斷在這個購買流程中反復多次，以至于幾乎養(yǎng)成了一種采購習慣，而且其它品牌的信息對他而言好像接收不到Itisverychallengingforabrandtoepartofaconsumer'sconsiderationsetandconsistentlysucceedoverallotherbrands一個品牌如果能做到成為消費者考慮的一部分并且屢屢勝過所有其它品牌，這個品牌是非常具有挑戰(zhàn)性的。建立消費者忠誠度

BuildingConsumerLoyaltyEachstepbuildsontheothersGooddistributionisessential,butabrandwithapoorimagewillnotachievemuchconsumerpullAlowerpricethancompetitioncancompensationforsomeweakness,butiftheproductdoesn'tperformwell,theconsumerwillnotbuyitagain每一步都為其他步驟作鋪墊有效的分銷是基礎，但是品牌形象不好則消費者拉動力就不足比競爭對手低價可以彌補一些缺點，但產(chǎn)品表現(xiàn)不良，消費者是不會再買的Consumerdrivenmarketersuseatechniquecalledtargetmarketingtohelpwiththatchallenge消費者導向型的公司采用一項技術，我們稱之為—目標市場，來幫助實現(xiàn)該挑戰(zhàn)消費者細分研究的需要

TheneedforconsumersegmentationresearchTargetmarketingistheprocessoffocusingonaparticulartypeofconsumerwithaspecificsetofneeds.Byfocusingthemarketercanbetterunderstandthatconsumeranddesignacompletemarketingprogramthatwillbehighlyappealingtothattarget所謂目標市場，即集中于滿足某一類消費者的一套具體需求的流程通過集中，公司可以更好的理解那類消費者，并設計一套完整的市場營銷計劃，高度吸引目標消費群Theprocessofidentifyingthattarget,deeplyunderstandingtheirneedsandlearninghowtoappealtothemiscalledconsumersegmentation.Segmentationcanincludedemographiccharacteristicslikeageande,butalsolifestyles,aspirations,concernsandfears–therationalandemotionalaspectsthatdrivedecisionmaking消費者細分研究的需要

Theneedforconsumersegmentationresearch識別目標消費群，對他們的需求進行深入了解并知道如何去吸引她們，這個流程就是消費者細分消費者細分可以包括人口統(tǒng)計方面的，如年齡和收入，也包括生活方式，內(nèi)心渴求，顧慮和擔心–理性與感性方面，這些進行決策的驅(qū)動因素Targetmarketidentificationandunderstandingthroughconsumersegmentationresearchisthebasisfordevelopingastrongbrandidentityandguidancefordevelopingeffectiveproductsandmarketingplans.Itisthefoundationforsuccessfullybuildingpurchaseintent,andensuringthatthebuyingandusageprocessessupporttheexpectationsbuiltduringthepurchaseintentphase消費者細分研究的需要

Theneedforconsumersegmentationresearch通過細分研究發(fā)現(xiàn)并了解目標市場，是建立強勢品牌、指導有效的產(chǎn)品開發(fā)和市場營銷計劃的基礎這也是成功的建立正面采購意向的堅實基礎，并確保購買和使用過程支持采購意向階段建立起來的消費者期望值Becausethemarketingenvironmentisnotstatic--consumerschange,competitorsengageinnewtactics,newbrandsandnewproductsareintroduced--trackingstudiesprovideconsumerfeedbacktoensurethatabrandismaintainingdesiredimageandproductrelevanceawarenessprice/valuebalanceproductperformancestandards因為市場營銷環(huán)境不是靜止的–消費者變化，競爭者會采用新的策略，又有新的品牌和新產(chǎn)品–跟蹤調(diào)研可提供消費者的反饋，確保品牌得以維護想要塑造的形象和產(chǎn)品意味認知價格/價值的平衡產(chǎn)品表現(xiàn)的水準消費者跟蹤調(diào)查的需要

Theneedforconsumertrackingstudies消費者跟蹤調(diào)查的需要

TheneedforconsumertrackingstudiesTrackingstudieshelptoensurethatthebrandisstayingontrackagainstmarketinggoals.ItprovidesanearlywarningsystemshouldsomemarketingelementbeweakeningItprovidesfeedbackonpurchaseintent,thebuyingprocessandproductusage跟蹤調(diào)研確保品牌走在實現(xiàn)市場目標的正軌上并提供一個預警系統(tǒng)：是否某些市場因素正在削弱并提供采購意向、采購流程和產(chǎn)品使用階段的反饋情況產(chǎn)品測試的需要

TheneedforproducttestingProducttestingensuresthatyourproductisperformingagainstconsumerexpectationsProducttestingshouldnotonlyinclude"bench"orlabtesting,butin-hometestingbyconsumersCompetitiveproductsshouldbeevaluatedtoensurethatyourproductmeetsorexceedstheperformanceofdirectcompetitors產(chǎn)品測試確保產(chǎn)品的表現(xiàn)與消費者期望保持一致產(chǎn)品測試應該不僅包括實驗室測試，還包括消費者家庭使用測試也要測評競爭產(chǎn)品，以確保你的產(chǎn)品滿足，甚至超過直接競爭對手Producttestingensuresthattheproductwillperformbetterthancompetitionandcausetheconsumertorepurchasetheproductrepeatedly,buildingtobrandloyalty產(chǎn)品測試的需要

Theneedforproducttesting產(chǎn)品通過測試可確保產(chǎn)品表現(xiàn)比競爭者強，使消費者重復購買產(chǎn)品，建立起消費者的品牌忠誠度消費者調(diào)研總結

SummaryofConsumerResearch消費者細分Segmentation跟蹤調(diào)研Tracking產(chǎn)品測試ProductTesting消費者Consumer品牌認知BA產(chǎn)品承諾Pp分銷Dis貨架表現(xiàn)shf.pr價格/價值P/V包裝Package品牌形象BI第一次使用Trl重復購買Repeat市場信息的需求

TheneedformarketintelligenceOnceastrongbrandpremisehasbeenestablishedandwellperformingproductsdeveloped,thebuildingofsalesvolumeandshareofmarketisdonethroughamarketingplanningprocessAnnualplanningprocessesAssessesthestrengthsandweaknessesofspecificbrands/productsEstablishesbusiness,financial,andmarketinggoalsforbrands,products,newproducts一旦打好強勢品牌的基礎并開發(fā)出優(yōu)績的產(chǎn)品，銷售收入和市場份額接著市場營銷計劃流程便可達到年度計劃流程評估具體品牌/產(chǎn)品的優(yōu)勢和略勢制定品牌、產(chǎn)品、新品的商業(yè)，財務和市場營銷目標TheplanisimplementedandperformanceismonitoredtoEnsureperformanceagainstgoalProvidelearningonhowtoimproveperformanceIdentifyproblemsProvidesufficientinformationtodiagnoseproblems市場信息的需求

Theneedformarketintelligence通過執(zhí)行計劃，并監(jiān)督績效以確保：

各方面績效達到預定目標為改進績效提供學習經(jīng)驗發(fā)現(xiàn)問題為診斷問題提供充足的信息dataonvolumeandsharetomeasureperformanceagainstplanwhichprovideearlywarningofproblemsandhelpsdiagnosecauseoncompetitiveactivitytoidentifybusinessbuildingopportunities數(shù)據(jù)在量和份額上測評績效，對比計劃提供問題的預警并幫助診斷原因有關競爭者的活動識別業(yè)務發(fā)展機會市場信息

MarketIntelligenceDataonmanufacturer,brands,products,downtoskulevelbygeographicregion,city/towntypeandsize,outlettypeVolume,valueShareofvolume,valuePricingDistributionShelfpresenceRetailerpurchasesOutofstock有關生產(chǎn)商、品牌、產(chǎn)品的數(shù)據(jù)可以細到單品，并分到各地區(qū)，城市/鄉(xiāng)村，以及不同的銷售類型量、額銷售量市場份額，額的市場份額零售價格分銷渠道貨架陳列零售商的采購情況缺貨情況市場營銷信息

MarketIntelligence市場信息的某些應用

SomeapplicationsofmarketintelligenceThisdataindicatesifthereisaproblemandca