品牌管理——目标顾客群零售模式资料教材.pptVIP

Key focus is simplification - consumers only carry 150 (100 in Europe) items in their house Key focus is simplification - consumers only carry 150 (100 in Europe) items in their house Key focus is simplification - consumers only carry 150 (100 in Europe) items in their house Key focus is simplification - consumers only carry 150 (100 in Europe) items in their house Key focus is simplification - consumers only carry 150 (100 in Europe) items in their house To me, ECR is an explicit statement of my Company’s intention to win in a certain areas which we have defined as imperative to our business success. ? (Advance Slide) 2 - Establish Core Competency Nationwide homedelivery Convenient shopping experience A personalized service Consumer doesn’t need to have a car or transportation 24/7 opening hours STRENGTHS What Does XYZShop Excel At? OPPORTUNITIES What Could XYZShop Excel At? WEAKNESSES What Does [The Competition] Excel At? THREATS What Could [The Competition] Excel At? SWOT Template / Example Known brand name Variety of fresh products No delivery fee Known for care for environment Purchasing power expertise (esp. fresh) Leverage the freshness advantage (Link consumer “direct to farm”) Much more targeted selection of superior quality products Offer products not available in local market Leverage gift-giving to retain/attract shoppers Use shopper database (shareholders clients) to position offering against XYZShop Leverage loyalty programs to get better consumer understanding Leverage financial strength to subsidize CD offering 2 Establish Core Competency 3 - Define Value Propositions (Concept Development) 3 Define Value Propositions Source: DMA On-line Survey (n=354) What are the Benefits Barriers of Shopping Online? 1 2 3 - Define Value Propositions (Concept Development) Source: St. Joseph’s University - Supermarket Business 2/97 Are perceptions of Consumer Direct different between users and non-users? Conclusion: Dramatic differences exist i