智威汤逊Intro+Consum-98P.pptVIP

* * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * Buying a new Swatch for yourself Buying a Rolex for the first time 欢迎交流 PPCCN搜索营销社区: 所有在线营销的主题，都可以在PPCCN社区讨论 QQ客服: 800025460 提供在线营销答疑，需要什么资料也可以向他要 欢迎加入我们的QQ群 /?page_id=65 常用微博地址： /dsdhcom 电商导航腾讯微博 /ppccn PPCCN新浪微博 * * * * * * * * * * * * * * * * * * * * * * * * * * * * * “Thank goodness I have the warranty” Mobile PhoneBuying System * TEA BUYING SYSTEM * “Running low on tea, must get more some in” Tea or Liptons? “That looks interesting for a change” “What do you think of this tea, Sue?” “They drank that quickly!” EACH BUYING SYSTEM IS DIFFERENT Depends on who is the TARGET Their experiences Their loyalties Depends on the nature of CATEGORY The Riskiness The Spontaneity * Experiences Mums Buying Nappies CONSIDER TRIGGER SEARCH BUY CHOOSE FIRST TIMERS * Experiences Mums Buying Nappies CONSIDER TRIGGER SEARCH BUY CHOOSE FIRST TIMERS TRIGGER BUY EXPERIENCE SECOND TIMERS * TRIGGER BUY LOYALISTS Loyalty Buying Dogfood * TRIGGER BUY SEARCH EXPERIENCE TRIGGER BUY LOYALISTS SWITCHERS Loyalty Buying Dogfood * CONSIDER TRIGGER SEARCH CHOOSE EXPERIENCE BUY TRIGGER BUY EXPERIENCE Riskiness Cars vs. Soap * TRIGGER CHOOSE TRIGGER CONSIDER SEARCH CHOOSE BUY Spontaneity Candy Bar vs. Work of Art... * At each stage... What is the target Doing? What is the target Thinking? What is the target Feeling? * At each stage... What is the target Doing? What is the target Thinking? What is the target Feeling? What are the Contact Opprtunities? Are there Brand Opportunities? * Product Features BRAND Advertising Brand Name Packaging Promotions Users/ Owners Price Outlets/Dealers All Aspects of a Brand Communicate Key is in digging deep to discover the key target discriminators. * The Consumer Buying System Reference Point Pre-determined. Could be a Brand, a price range, a pack size... Comparison Shopping around Rapid compariso