广告培训资料新人学习.ppt

将竞争情报转化为竞争优势 具有竞争性成本 具有高质量产品 速度快 创新 谢 谢 ！ * * * There are lots of pieces to marketing at P&G. Over the course of a Marketing career, you’ll likely work in all these areas. However, most P&G Marketers are focused on some areas much more than others at any one point in time. That said, we think it’s important for all P&G’s Marketers to see the big picture and how it all flows and fits together. In addition to sharing a common big picture with all P&G Marketers, we hope each of you will leave this workshop with enhanced ability to perform today’s job with excellence. We will be sharing best practices, tools, and examples to stimulate your thinking in each of the key marketing areas. * While assessing the landscape is not the focus of today – it is vitally important that the who-what-how decisions are made in the larger context, with emphasis on external considerations (competition, customers, consumers). Much of the assessing the landscape is handled formally via the business review process; however, understanding the external environment is not something which should only be done annually. The annual in-depth biz review is necessary, but not sufficient. Rather, as we make who-what-how decisions we should continually revisit landscape factors. For example, WHO decisions need to consider who key competitors are targeting. WHAT decisions need to consider competitive equity positions. Now let me provide a broad overview of the framework. As you can see, it focuses on three key questions: First, WHO are your target consumers and who are the prime prospects within the target, second, WHAT should the Brand Equity be and how does the Equity translate into Communication Strategies, and third, HOW can we optimize Value Propositions and Marketing Programs to acquire and keep target consumers? The framework assumes a thorough assessment of the landscape before answering any of these questions. This analysis should include an extensive look at the consumer,