战略咨询入门—消费品零售行业.pptxVIP

0 Content Consumer Good Retail Practice Summary 1 Raw material – Manufacturer – Distributor – Retail – End customer Definition: CG Retail CG is Goods, Retail is one piece of value chain CG category 2 YDS Matrix Homogenous Heterogeneous Functional Beer Milk Water Mobile phone Eye drop .. Non-functional Few Luxury Watch Cosmetics Chanel Pricing Cost Product-oriented Marketing Branding Design If in this category, think again! All CG varies in this spectrum Dynamics Key of prioritization: always start with customer demand 3 DEMAND How to find these people? What do they care most? How much can they afford? Change in demand volume Change in demographic groups Change in preference You A A A A Is there other players who can meet the demand? IF NO: Upper right corner IF YES: How do you differentiate? Case practice Our company just developed a kind of eye-drop that can cure short-sightness within 6 month. What should we do about the product? 4 5 Content Consumer Good Retail Practice Summary 6 Shopping mall Department store Warehouse store Hypermarket Supermarket (SM) Specialty store Health Beauty Pharmaceutical Etc. Exclusive shop Convenience store (CVS) Traders Vending Machine - VEM Online stores B2C C2C O2O Retailers 7 凭什么顾客到你这儿买东西？（而不是“买你的东西”） Retail: Key Question 8 Size Price Promotion Range Category Location Service Brand of retailer Quality of goods Environment Layout Etc. What are the key buying factors? 9 Shopping mall Department store Warehouse store Hypermarket Supermarket Specialty store Exclusive shop Convenience store (CVS) Traders Vending Machine Online stores Size Price Promotion Range Category Location Service Brand of retailer Quality of goods Environment Layout Etc. Class competition: difference retailers have different focus points 10 Change facts and influence the perception Perception or fact? 11 Wholesale Direct purchase Substitutes 12 How many suppliers do we need? Warehousing fee/ Out of stock Suppliers 13 Online stores Local vs. M