贏在最后一里-終端渠道營銷策略

贏在最后一里-終端渠道營銷策略終端推廣模式在整個(gè)購買過程中品牌與消費(fèi)者的接觸過程，Zdology調(diào)查提供了一個(gè)基于購買者的分析觀點(diǎn)。賣場(chǎng)外賣場(chǎng)內(nèi)柜臺(tái)前吸引停留銷售購買途徑模式關(guān)于Zdology的發(fā)現(xiàn)摘要1.賣場(chǎng)外賣場(chǎng)外賣場(chǎng)內(nèi)柜臺(tái)前60%的購買者不會(huì)獨(dú)自購物(40%與伴侶一起，20%與一個(gè)朋友一起).66%的購買者帶著購買意圖進(jìn)店(80%)購買者會(huì)制定購買前計(jì)劃，

約50%有預(yù)定的品牌20%的購買者是幫其他人購買消費(fèi)者購買前至少渠過3種不同的銷售點(diǎn)2.賣場(chǎng)內(nèi)去的第一個(gè)柜臺(tái)與購買前計(jì)劃有直接關(guān)系作為第一個(gè)被拜訪的柜臺(tái)，諾基亞領(lǐng)先摩托羅拉.在柜臺(tái)拜訪率方面，諾基亞也領(lǐng)先摩托羅拉不超過50%的購物者會(huì)留意到終端和促銷推廣物料3.柜臺(tái)前完成銷售率很低（15%）促銷人員的推薦是改變購買前計(jì)劃的最大影響因素在購買決定時(shí)，品牌是首要的考慮因素，緊接著的是功能性和價(jià)位購買前計(jì)劃的改變率高達(dá)53%購買者更喜歡開放式柜臺(tái)吸引停留銷售信息說服RAZR2購買途徑賣場(chǎng)外賣場(chǎng)內(nèi)柜臺(tái)前門口包裝吸引和告知信息:這里有新的RAZR2促銷員推銷說服與銷售零售環(huán)境營造停留與告知柜臺(tái)體驗(yàn)停留與告知柜臺(tái)傳單說服與銷售信息:體驗(yàn)新的RAZR2展示系統(tǒng)吸引和告知吊旗吸引和告知海報(bào)吸引和告知展架吸引和告知賣場(chǎng)外海報(bào)吸引和告知信息:強(qiáng)化RAZR2的賣點(diǎn)賣場(chǎng)外賣場(chǎng)內(nèi)柜臺(tái)前吸引停留銷售基于購買途徑的RAZRV8終端展示吸引停留銷售渠道支持案例分享零售終端設(shè)計(jì)終端陳列終端陳列終端支持物料展品展示架收銀臺(tái)售賣機(jī)煙缸菜單架燭臺(tái)FrostedacrylicwithNPPengravedonsurface產(chǎn)品展示單元刊物架掛表墻面裝飾落地物料終端支持物料打造一個(gè)成功的市場(chǎng)銷售管理（日?qǐng)?、夜?chǎng)）經(jīng)銷商/終端開發(fā)經(jīng)銷商/終端關(guān)系維護(hù)鋪貨賣進(jìn)理貨產(chǎn)品/品牌能見度（曝光）競(jìng)爭(zhēng)對(duì)手銷售情況資料收集優(yōu)化銷售團(tuán)隊(duì)銷售團(tuán)隊(duì)的能力檢視評(píng)估現(xiàn)有銷售隊(duì)伍的個(gè)人及團(tuán)隊(duì)能力重新定義團(tuán)隊(duì)的角色與職責(zé)組織架構(gòu)，工作角色與責(zé)任，擬定個(gè)人及團(tuán)隊(duì)的KPIs，匯報(bào)系統(tǒng)及流程建立新團(tuán)隊(duì)架構(gòu)根據(jù)定義結(jié)果重新布局促銷人員任務(wù)，個(gè)人及團(tuán)隊(duì)的儀容及精神面貌，管理流程，培訓(xùn)計(jì)劃銷售架構(gòu)模式參考銷售總監(jiān)區(qū)域銷售經(jīng)理（北部）區(qū)域銷售經(jīng)理（東部）區(qū)域銷售經(jīng)理（南部）區(qū)域銷售經(jīng)理（西部）城區(qū)經(jīng)理地區(qū)主管銷售人員（日?qǐng)?夜場(chǎng)）城區(qū)經(jīng)理地區(qū)主管銷售人員（日?qǐng)?夜場(chǎng)）城區(qū)經(jīng)理地區(qū)主管銷售人員（日?qǐng)?夜場(chǎng)）城區(qū)經(jīng)理地區(qū)主管銷售人員（日?qǐng)?夜場(chǎng)）管理流程模式參考銷售人員渠道營銷協(xié)調(diào)者渠道銷售經(jīng)理區(qū)域銷售經(jīng)理財(cái)務(wù)否否是

數(shù)據(jù)庫是/否支付報(bào)告打造一個(gè)成功的市場(chǎng)購買者營銷促銷活動(dòng)贊助促銷員“最后一里”最終購買的過程“最后一里”中的黃金接觸點(diǎn)

了解客戶品牌與潛在消費(fèi)者的關(guān)系了解客戶與渠道的關(guān)系了解不同的購物者在不同渠道的購買習(xí)慣

行動(dòng)營銷平臺(tái)行動(dòng)營銷平臺(tái)（激活購物者的主張）品牌贊助渠道促銷消費(fèi)者促銷其他支持活動(dòng)相關(guān)案例分享一：

卡夫-行動(dòng)營銷的規(guī)劃流程我們的工作流程鎖定購買者鎖定渠道渠道分析渠道營銷策略零售傳播策略接觸點(diǎn)分析市場(chǎng)測(cè)試測(cè)試后評(píng)估購買者分析/評(píng)估渠道分析/評(píng)估Shopper/MarketPulse我們的工作流程鎖定購買者鎖定渠道渠道分析渠道營銷策略零售傳播策略接觸點(diǎn)分析市場(chǎng)測(cè)試測(cè)試后評(píng)估購買者分析/評(píng)估渠道分析/評(píng)估Shopper/MarketPulse第三類37%第四類22%第一類22%第二類19%目標(biāo)購買者人群分類:3D?(2007)

餅干(每周超過4次）%速溶咖啡(>每天一次)%RTD

(2-6次每周)%第一類121145第二類10851第三類9555第四類6546購買者分析–第一類CareerBuilders(Weekend)TimeActivityTouchPoint10-12amwakingup

fresheningup

breakfast

SportsActivitiesKioskandSportsstores

HangingoutCVS

newspaper/TV/internet

goingout

12-2pmlunch

2-4pmshoppingsuper/hypermarket/vendingmachine4-6pmrelaxcoffee

cinemaCVS/vendingmachine,ma&pastore6-10pmsupper

beauty/spa/massage

meetingfriends

10-1ammakingup

KTV/bar/club

goinghome

CareerBuilders(Weekday)TimeActivityTouchPoint6-8amwakingup

fresheningup

Getdress

breakfastCVS/vendingmachine7-9amgoingtooffice

9-12amworkingvendingmachine,ma&pastore

e-mailvendingmachine

phone

meeting

12-2pmlunch

2-6pmworkingvendingmachine,ma&pastore

e-mailvendingmachine

phone

meeting

6-7pmovertimeworkCVS/vendingmachine7-9pmsupper

chattingwithfriendsvendingmachine,ma&pastore9-12pmTV/internet/reading

shower

sleeping

接觸點(diǎn)便利店小賣店超級(jí)市場(chǎng)自動(dòng)售賣機(jī)購買者分析–第二類TimeJugglers(Weekend)TimeActivityTouchPoint9-10amwakingup

fresheningup

skincare

wakingupkid

dressingupkid

preparingbreakfastCVS10-12amhelpingkidwithhomework

12-2pmpreparinglunch

2-4pmtakingkidoutCVS

shoppingCVS/super/hypermarkert4-6pmrelaxhappyhour

goingtomovieswithkidCVS/vendingmachine,ma&pastore6-8pmsupperout

8-9pmtakingkidbackhome

9-10pmTVwithkid

gettingkidreadytobed

10-12pmDVDmovies

skincare

sleeping

TimeJugglers(Weekday)TimeActivityTouchPoint6-8amwakingup

makingup

dressingup

wakingup&dressingupkid

preparingbreakfastCVS8-9amtakingkidtoschool

goingtooffice

9-12amworkingvendingmachine,ma&pastore

e-mailvendingmachine

phone

meeting

12-2pmlunch

2-6pmworkingvendingmachine,ma&pastore

e-mailvendingmachine

phone

snackingCVS/vendingmachine,ma&pastore

meeting

5-6pmphoninghusband

pickingupkid

6-7pmshoppingfordinnerfoodssuper/hypermarkerts/CVS7-8pmpreparingdinner

8-12pmhelpingkidhomework

showerwithkid

TV/DVDmovies

skincare

sleeping

接觸點(diǎn)便利店小賣店超級(jí)市場(chǎng)自動(dòng)售賣機(jī)購買者分析–第三類LifeExplorers(Weekday)TimeActivityTouchPoint7-8amwakingup

fresheningup

breakfastCVS/vendingmachine8-12amhavingclassesvendingmachine12-1pmlunch

2-5pmhavingclassesvendingmachine,ma&pastore5-6pmbasketballCVS/vendingmachine,sportskiosk6-7pmsupper

7-9pmself-studyVendingmachine,ma&pastore9-12pmnightsnackCVS/vendingmachine/campussupermarket

internet/onlinegames

DVDmovies

sleeping

LifeExplorers(Weekend)TimeActivityTouchPoint10-12amwakingup

fresheningup

breakfastCVS/vendingmachine

TV/internet

callingparents

12-2pmlunch

2-6pmshoppingvendingmachine/campussupermarket

libraryvendingmachine,ma&pastore

cinemaCVS/vendingmachine

playingbasketballCVS/sportskiosk6-7pmsupper

8-11pmKTV

playingonlinegamesinternetcafé11-12pmgoingtobed

接觸點(diǎn)便利店網(wǎng)吧校園小賣店自動(dòng)售賣機(jī)我們的工作流程鎖定購買者鎖定渠道渠道分析渠道營銷策略零售傳播策略接觸點(diǎn)分析市場(chǎng)測(cè)試測(cè)試后評(píng)估購買者分析/評(píng)估渠道分析/評(píng)估Shopper/MarketPulse渠道選擇標(biāo)準(zhǔn)目標(biāo)購買者 2. 便利因素

促銷活動(dòng)/宣傳物料可執(zhí)行/管理度目標(biāo)購買者造訪頻率

020低高渠道計(jì)分卡ChannelTargetConsumerConvenience

FactorPromotion/VisibilityEaseOfManagementFrequencyOfVisitTotalScoreCommentHypermarket552015550LowscoreduetoconenviencefactorandconsumerprofileSupermarket551515545LowscoreduetoconenviencefactorandconsumerprofileCVS202015202095

InternetCafe202010202090

Campus202010201585

VendingMachine20205202085

Ma&PaShop1520502060ThischannelisidealforOTGproducts,givensitslargenetworkandconveniencefactor.Itslowscoreisduetothedifficultiesofmanagingthischannelandpromotions.Eachbusinessisindividuallyowned.KeyChannels渠道評(píng)估–便利店ChannelAssessmentFormClient:KraftJobNo.:Task:DevelopChannelInsightsChannel:CVSINSIGHTSWhoshophere?16-24localsWhyshophere?ConvenienceHowlongdotheyspendinhere?Average3minsWhatisthetypicalbasketsize?￥5.00Whatisthetypicalbasketcount?1-2itemsFrequency: Average3timesaweekMostEffectiveCommunicationPoint: Counter,FridgeDoorandGondolaEndsConsumptionOccasion:IndividualBEHAVIOURSTheylovenovelty&brandeditems-freewithpurchaseanddiscountwithpurchase.Highpropensitytopurchasetobacco -Tobaccocustomersoftendon’tbuyanythingelse.Mostshoppersrevisitsameoutletmanytimesbutdonotshopthestore.Tendtogostraighttowhattheywant.Morethan60%shoppersbuythingsforat-the-momentusageMorethan80%shoppersbuythingsforon-the-spotconsumption.Generalspeaking,purchasepre-planrateinCVSislowerthantheotherchannelssuchashypermarketandsupermarket.CVShasastrongerabilitytodriveimpulsepurchasethanotherchannels,andthemaindriverofimpulsepurchaseisproductvisibility,abetterlocationofdisplayinCVShasasignificantimpactongeneratingmoreimpulsepurchase.CVSShoppershasalittleinteractionwithPOSM(poster,hang-upbanner),whichindicatedbytherecallrateofPOSMislowoverall.消費(fèi)者洞察超過60%的消費(fèi)是沖動(dòng)消費(fèi)

超過70%的購買者購買凍飲

購買者喜愛新鮮事物渠道洞察

加大非品牌新鮮食品銷售

希望加大流水，培養(yǎng)忠實(shí)顧客基本接觸點(diǎn)1.正門1.柜臺(tái)/收銀臺(tái)2.冰箱門3.貨架末端渠道評(píng)估–校園超市ChannelAssessmentFormClient:KraftJobNo.:Task:DevelopChannelInsightsChannel:CampusSupermarketINSIGHTSWhoshophere?17-23Whyshophere?ConvenienceHowlongdotheyspendinhere?Average15-20minsWhatisthetypicalbasketsize?￥20.00to￥50.00Whatisthetypicalbasketcount?MultipleitemsFrequency: AveragetwiceaweekMostEffectiveCommunicationPoint: Check-outCounterandGondolaEndConsumptionOccasion:Group/ShareBEHAVIOURSWillgotothecampussupermarkettobuytop-upbutwillgotothehypermarketforweeklygroceryPeerdynamicswillinfluencepurchasebehaviorOver90%purchaseisconsumedoff-sitePre-planpurchaseisveryhighImpulsepurchaseisverylowShopperstendtoshoparoundDisplayandpromotionswillinfluencepurchase消費(fèi)者洞察

去校園超市買沖值卡，但去超級(jí)市場(chǎng)買日常所需。

高計(jì)劃消費(fèi)

同伴相互影響消費(fèi)行為渠道洞察

促進(jìn)周末流水基本接觸點(diǎn)1.收銀臺(tái)2.貨架末端渠道評(píng)估–網(wǎng)吧ChannelAssessmentFormClient:KraftJobNo.:Task:DevelopChannelInsightsChannel:InternetCafeINSIGHTSWhoshophere?16-30heavilymaleskewed(77%male)Whyshophere?ConvenienceHowlongdotheyspendinhere?Average3hoursWhatisthetypicalbasketsize?￥10.00Whatisthetypicalbasketcount?1-2itemsFrequency: AveragetwiceaweekMostEffectiveCommunicationPoint: CounterandComputerScreenConsumptionOccasion:IndividualBEHAVIOURSStudentsandjuniorlevelwhitecollarworkersmakeuphalfthecustomerbase.Customerseektofulfillphysicalneedwithfood.100%shoppersbuythingsforon-the-spotconsumption.VerylowrateofimpulsepurchaseOrdersarenormallyplacewithwaitstaffCustomershavealittleinteractionwithPOSM(poster,hang-upbanner),whichindicatedbytherecallrateofPOSMislowoverall.Totallyfocuswiththeirtask(on-linegaming,chattingetc……)Normallybuyinstantnoodles,biscuitanddrinks消費(fèi)者洞察每餐平均包括一包方便面喝飲料

客人需要滿足對(duì)食品的需求渠道洞察

提供高利食品

多樣化基本接觸點(diǎn)1.柜臺(tái)/收銀臺(tái)2.電腦屏幕渠道評(píng)估–自動(dòng)售賣機(jī)ChannelAssessmentFormClient:KraftJobNo.:Task:DevelopChannelInsightsChannel:VendingMachineINSIGHTSWhoshophere?16-35Whyshophere?ConvenienceHowlongdotheyspendinhere?Average1minsWhatisthetypicalbasketsize?￥5.00Whatisthetypicalbasketcount?1itemFrequency: AveragetwiceaweekMostEffectiveCommunicationPoint: OuterCasingConsumptionOccasion:IndividualBEHAVIOURS24hourserviceandsafe100on-the-spotconsumptionShoppersknowexactlywhattheywant,hasslefreeshoppingFulfillemergencyandimpulseneedGenerallychocolate,candyandchipsCOMMENTSApartfromtheobviousbenefitsofextendedretailinghours,thespeedandspreadofdeployment,alongwithareducedcostofsales,vendingmachinesarealsousedforvisibilityandadvertising.Cost: ￥1.00/sku/machine/dayAdvertisingAdvertisingonmachine￥10,000/year消費(fèi)者洞察滿足沖動(dòng)消費(fèi)需要渠道洞察

加大流水基本接觸點(diǎn)外包裝我們的工作流程鎖定購買者鎖定渠道渠道分析渠道營銷策略零售傳播策略接觸點(diǎn)分析市場(chǎng)測(cè)試測(cè)試后評(píng)估購買者分析/評(píng)估渠道分析/評(píng)估Shopper/MarketPulse“最后一里”策略一覽確保消費(fèi)者了解確保購買者看到確保購買者試用確保渠道支持線下/終端活動(dòng)

產(chǎn)品出現(xiàn)在正確的渠道

產(chǎn)品展示架和終端促銷物料

有針對(duì)性的促銷活動(dòng)

渠道激勵(lì)

相關(guān)案例分享二：

健力士黑騎士之夜-激活消費(fèi)者活動(dòng)傳達(dá)的概念:“黑騎士之夜”通過系列的“黑騎士之夜”派對(duì)，驅(qū)使目標(biāo)消費(fèi)者到酒吧嘗試健力士啤酒傳達(dá)健力士品牌/產(chǎn)品信息“黑騎士之夜”的品牌框架ImmerseRewardAwareness/TeaserIn-barMentorshipOn-goingEngagementBlackParty“黑騎士之夜”獎(jiǎng)賞“黑騎士之夜”醞釀

reward

BondsFunGuinnessfacts+Q&APDAQ&Agametocommunicateproduct/brandknowledgeATL:PR/3rdpartywebsitesCOREPOWERGOODNESSCOMMUNION

InnovativeRewardIn-bar:

Teaser終端

Chivalrous

Strong

Manly

GatheringCommunionofBKsShow:DJ,music,customizeddance

EngagingRe-invitationBringfriendstoBKFreetrail

Unique推廣進(jìn)程活動(dòng)前活動(dòng)中活動(dòng)后效果跟蹤（待定）目標(biāo)：吸引啤酒消費(fèi)者參加到“黑騎士之夜”的活動(dòng)中來目標(biāo)：為啤酒愛好者介紹健力士在MOT的情況，并使他們?nèi)谌肫渲?執(zhí)行時(shí)利用到酒吧中的游戲和娛樂方式，避免令他們感覺像在說教.可配合產(chǎn)品試飲.目標(biāo)：對(duì)“黑騎士之夜”參與者加強(qiáng)主要品牌和卷入信息的傳遞.創(chuàng)造交際間的傳播擴(kuò)散，吸引他們帶著朋友重復(fù)參與活動(dòng).目標(biāo)：鼓勵(lì)那些經(jīng)常接觸健力士這個(gè)品牌以及喝健力士啤酒的人.制造機(jī)會(huì)更高程度地引導(dǎo)和驅(qū)使他們成為健力士的忠實(shí)消費(fèi)者.策略

推廣小姐向酒吧內(nèi)的消費(fèi)者發(fā)出邀請(qǐng).“黑騎士之夜”的吧內(nèi)海報(bào)

在自由夜生活/生活雜志(周末畫報(bào))等媒體中進(jìn)行報(bào)道策略

兩瓶免費(fèi)的健力士啤酒健力士固定的表演項(xiàng)目，DJ，舞者等.在熒光幕上播放健力士的相關(guān)信息

播放健力士的影片（電視廣告，健力士之旅).

酒吧內(nèi)終端(海報(bào)，杯墊，Tent-card)

推廣小姐PDA問答環(huán)節(jié)(與消費(fèi)者互動(dòng)).

抽獎(jiǎng)環(huán)節(jié)策略

第一通短信：對(duì)發(fā)送短信申請(qǐng)資格的參與者表示感謝第二通短信：告知目標(biāo)群下一次“黑騎士之夜”舉辦的時(shí)間地點(diǎn)等信息，鼓勵(lì)他們下次帶朋友一起再次參與活動(dòng)策略

每月發(fā)送短信提醒消費(fèi)者即將舉辦的“黑騎士”派對(duì).