最新版差异化行销绝对实用.pptVIP

差異化行銷 差異化行銷 差異化行銷是要說明五項行銷基本事實 人口統計分析不再是唯一區隔的原則 所有的消費者都創造不同的價值 一個品牌最好的顧客也就是一個品牌最好的潛在顧客 所有的高利潤消費者創造不同的價值 所有的消費者應該有不同的待遇 * Ref:\omd.go\training\99train\dfmc.ppt 利潤區隔 High Medium Low No-Profit “人口統計分析 不再是唯一區隔的原則“ #1 “Women 18-49” 如何定義一個高利潤購買者? 根據他們的購買行為 而不是人口統計分析 Yogurt High-Profit Buyers They buy a lot of yogurt. They could buy even more of the brand. They buy a lot of the brand. An Universal Phenomenon 33% 75% Sales Buyers ”所有的消費者 都創造不同的價值“ #2 Sales Profit Sales Profit Frequently purchased = Buy the most Frequently purchased = Buy the most Considered purchase = Buy the soonest Considered purchase = Buy the soonest Defining the High-Profit Segment  ”品牌最好的顧客 也是品牌最好的潛在顧客 #3 FMCG Loyalty Spectrum Not Aware Sole Buyer 69% to the competition the brand 31% to Average Share of High-Profit Customer Source: MRCA, 1992 ”所有的高利潤消費者 創造不同的價值“ #4 “所有的消費者 應該有不同的待遇“ #5 High Medium Low No-Profit B r a n d - B u i l d i n g #5 “Differential Marketing” “Information is the driver, involvement is the catalyst.” 2 13 13 The critical nature of profit differential can best be demonstrated by segmenting consumers on the basis of the profit opportunity they provide the marketer - either now or in the future. This is called rofit Segmentation. In virtually any category, consumers can be divided into four segments - high-profit, medium-profit, low-profit, and no-profit. Consumers in each group have similar levels of potential profitability, and different from those in other segments. To keep things simple, the three profit-making segments, are customarily created by dividing all category buyers into three groups of equal size. (The no-profit segment can be any size. It consists of those consumers who are not in the category for the marketer product in the current planning and budget period, usually a year.) 15 15 16 16 20 20 21 21 29 29 30 30 37 37 50 50 51 51 * * * * Ref:\omd.go\training\99train\dfmc.ppt