可口可乐市场分析框架.ppt

Agenda Framework Overview WHO: Targeting Prime Prospecting WHAT: Creating strong Equities and Communication Strategies HOW: Developing winning Value Propositions and Marketing Plans Action steps Workshop Purpose Provide big picture view of marketing decisions/actions and how they fit together. Enhance capability in the job you’re in today via: skill building/tools in the areas you are responsible for. an understanding of how your work relates to other decisions/activities on the Brand globally, regionally, and locally. Give all PG marketers a strong foundation in each of the range of marketing areas you will likely work on during career. 3 Questions At The Cornerstone Of The Framework Nicorette Case Study Nicoderm CQ It is Not/It is IT IS an integrated view of proven and emerging /innovative tools an assessment tool, a guide for thinking, an opportunity to refocus on most critical strategic questions IT IS NOT a black box to solve marketing problems , a formulaic answer, the latest trend report on breakthrough new marketing tools and ‘flavor of the month’ Development Approach Marketing Knowledge Innovation A ‘User Council’ MD’s of all GBU’s/MDO’s Agency Reps Focus groups and 1:1 with BM’s / ABM’s PRIDE leadership input Support from GBU heads / Presidents Sleep Loss Questions What about your Marketing Strategy and Plan is keeping you up at night? PG MARKETING FRAMEWORK PG MARKETING FRAMEWORK Strategic Target Definition Consumers who share common needs/preferences (DCE) that our brands are uniquely positioned to meet Delivers sufficient NOS/profit to meet business objectives Other Target Definitions Prime Prospect: Subset within target with highest growth potential (e.g. POME) Secondary Target (optional): Consumers outside strategic target but represent significant opportunity (e.g. Vicks Seniors) Shadow Target: Consumers outside target who buy brand (e.g. women for Marlboro) Why is Targeting so Important Today? Business concentrated and technology imp