loyalty discussion-final deck3kfc忠诚度讨论版部分.pptx

下载文档

0
0
约1.25万字
约 13页
2024-06-19 发布于北京
举报
版权申诉
保障服务

loyalty discussion-final deck3kfc忠诚度讨论版部分.pptx

1、本文档共13页，可阅读全部内容。
2、原创力文档（book118）网站文档一经付费（服务费），不意味着购买了该文档的版权，仅供个人/单位学习、研究之用，不得用于商业用途，未经授权，严禁复制、发行、汇编、翻译或者网络传播等，侵权必究。
3、本站所有内容均由合作方或网友上传，本站不对文档的完整性、权威性及其观点立场正确性做任何保证或承诺！文档内容仅供研究参考，付费前请自行鉴别。如您付费，意味着您自己接受本站规则且自行承担风险，本站不退款、不进行额外附加服务；查看《如何避免下载的几个坑》。如果您已付费下载过本站文档，您可以点击这里二次下载。
4、如文档侵犯商业秘密、侵犯著作权、侵犯人身权等，请点击“版权申诉”（推荐），也可以打举报电话：400-050-0827(电话支持时间：9:00-18:30)。

AgendaSectionsDetailsWhathavewelearntBrandteams(KFC,PHHS,PHDI)TargetmarketingpilotwithPHHSNeedsandrequirementsforGiftCardversusLoyaltyConsultingfirms(Mckinsey,BCG,Accenture,Capillary,Deloitte,Axiom)KFCandPizzahut’sCRMprograminothermarketsIndustrybenchmarksandbestpracticesHowweplantostructuretheprogramDesignprinciplesWorkingwiththeendinmind(reverseengineering)–initialdesignQuicklylaunchintomarketLoyaltyleverwewanttotestFreeDelivery,Breakfast,Coffee,SurpriseDelightPlatformsforthepilotDeliveryApp/BrandApp/e-GiftCard(in-lieuof360andSuperApp)MobilePayment(Alipay)ControlrisktoavoiddamagetobrandPositionthepilotas“promotion”or“campaign”By-inviteonlyorselectedcitiesKeepingtheloyaltyprogramrunningcostlow(orpayforitself)NextstepsResourcesNeededITinfrastructure(interim)Externalagency(initialyear)

MostrestaurantloyaltyprogramfocusontheEarn/BurnleverEarn-burnRecognitionCRMU.S.JapanChina.StarbucksU.S.GiftCardversusLoyaltyBrandEngagement(App/Songoftheweek)Mcdonald’sJapanDynamicCouponing(NFC)PaneraBreadSurpriseandDelight(notpointaccumulation)AmazonPrimeFreeDeliveryWatson’sChinaMakesupplierpayTescoBestinclass15yearstomarketleadership15–20%incrementalityRefertoAppendix1–BenchmarkexamplesB2BB2CLoyaltyprogramIllustrative

InitialColonel’sClubprogramdesign

Coffeepromotion,breakfastdeal,specialofferingduringlatenightLevelDeliveryBreakfastCoffeeSargent(DownloadSuperApp+Registration)Usedelivery3Xthisweek;Next1-weekfreeunlimiteddeliveryBuy1mediumCappuccino/Latte;GetBreakfastforRMB3Buy5;Get1FreeMajor(5-K金)Usedelivery2Xthisweek;Next1-weekfreeunlimiteddeliveryBuy1mediumCappuccino/Latte;GetBreakfastforRMB2Buy3;Get1FreeColonel(10-K金)UnlimitedDelivery1-yearBuy1mediumCappuccino/Latte;GetBreakfastforRMB1Buy1;Get1FreeSurpriseDelight/GiftsFreeFMCGgoods(i.e.Hers