战略咨询入门—消费品 零售-行业2.pptxVIP

CG RetailDavid Luo未经CareerVenture许可，任何个人或机构不得用于商业目的ContentConsumer GoodRetailPracticeSummary Definition: CG RetailRaw material – Manufacturer – Distributor – Retail – End customerCG is Goods,Retail is one piece of value chain CG categoryYDS MatrixHomogenousHeterogeneousFunctionalBeerMilkWaterMobile phoneEye drop..Non-functionalFewLuxuryWatchCosmeticsProduct-orientedChanelPricingCostIf in this category, think again!MarketingBrandingDesignAll CG varies in this spectrumDynamics Key of prioritization: always start with customer demandHow to find these people?What do they care most?How much can t