品牌管理——目标顾客群零售模式 .pptxVIP

“出发点”决定了基于供应链的“渠道关系”品牌管理的关键是以消费者为出发点供应商与零售商的合作也是以顾客/消费者为出发点品牌管理 目标顾客群零售模式SHOPPER FOCUSED RETAILING目标顾客群零售模式SFR is a business process, a Pull-process starting from Shopper, it shifts from category focus to Overall Business Model focus. 业务流程 + “拉动” + 以顾客为出发点 + 全面生意模型Shopper Focused Retailing will become the industry standard business practiceThe focus of retailers: switch from building transactions to building loyalty using market leading brands. Shoppers will make their outlet loyalty choices based on retailer overall brand positioning statements versus solely retail price. Shopper satisfaction results for key retail customers will increase significantly as core shopper needs are identified and retailer business models are developed to meet these core shopper needs. It changes the focus of retailing from providing products in categories to solutions and servicesIt’s about managing Consumer Segments, not Categories … and match categories to meet their needs Retailers who have embraced the shopper focused concepts of Shopper Focused Retailing will be rewarded with record volume and market share results. Choice选择Control控制Value价值Convenience方便Quality Reliability质量及可靠性SFR Overall Methods 整体模型 Identify target shopper 确定目标顾客群Understand target shoppers’ needs 了解目标顾客群需求Create a value proposition around the target shoppers-- Store equity 围绕目标客群创造价值命题(独特的)All SFR work will be prioritized by the Consumers Hierarchy of needs and will start with focusing the customer on the target shopper Identify Target Shoppers’ Needs – 确定目标顾客群的需求 HIERARCHY OF NEEDS (需求层级)Self aspiration (what you can become)Personal accomplishment/empowerment(how you judge yourself)Social acceptance (how others judge you)Enhancement (loyalty, increased usage)Secondary needs (differentiation)Basic needs (Price of entry)基本需求战略决策StrategicDecisionsDefine Segments Within Each Shopper OfferingDetermine Overall Role For Shopper OfferingShopper Offering Segment Assessment战术决策TacticalDecisionsDefine Target Object