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1、 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 SHOPPERFOCUSEDRETAILING目标顾客群零售模式 ShopperFocusedRetailingwillbecometheindustrystandardbusinesspracticeThefocusofretailers switchfrom buildingtransactions to buildingloyalty usingmarketleadingbrands Shopperswillmaketheiroutletlo
2、yaltychoicesbasedonretaileroverallbrandpositioningstatementsversussolelyretailprice Shoppersatisfactionresultsforkeyretailcustomerswillincreasesignificantlyascoreshopperneedsareidentifiedandretailerbusinessmodelsaredevelopedtomeetthesecoreshopperneeds Itchangesthefocusofretailingfromprovidingproduct
3、sincategoriestosolutionsandservicesIt saboutmanagingConsumerSegments notCategories andmatchcategoriestomeettheirneedsRetailerswhohaveembracedthe shopperfocused conceptsofShopperFocusedRetailingwillberewardedwithrecordvolumeandmarketshareresults SFRisabusinessprocess aPull processstartingfromShopper
4、itshiftsfromcategoryfocustoOverallBusinessModelfocus 业务流程 拉动 以顾客为出发点 全面生意模型 AllSFRworkwillbeprioritizedbytheConsumer sHierarchyofneedsandwillstartwithfocusingthecustomeronthetargetshopper SFROverallMethods整体模型 Identifytargetshopper确定目标顾客群Understandtargetshoppers needs了解目标顾客群需求Createavalueproposition
5、aroundthetargetshoppers Storeequity围绕目标客群创造价值命题 独特的 Basicneeds Priceofentry 基本需求 Secondaryneeds differentiation Enhancement loyalty increasedusage Socialacceptance howothersjudgeyou Personalaccomplishment empowerment howyoujudgeyourself Selfaspiration whatyoucanbecome IdentifyTargetShoppers Needs 确定
6、目标顾客群的需求HIERARCHYOFNEEDS 需求层级 SFR八步过程 IdentifyTargetHousehold确定目标顾客群 EstablishCoreCompetency构建核心竞争力 DefineValuePropositions定义并传达价值命题 CreateShopperOffering围绕顾客群创建商品组合 EstablishCorporateRoles Tactics Measures确定总体角色 策略 衡量标准 ShopperOfferingAssessment评估商品组合 CreateShopperOfferingBusinessPlan创立商品组合的业务发展计划
7、AssessShopperValuePropositionEffectiveness定期评估价值命题的有效性 1 2 3 4 5 6 7 8 ShopperFocusedRetailingProcess IdentifyTargetHousehold 1 EstablishCoreCompetency 2 DefineValuePropositions 3 CreateShopperOffering 4 EstablishCorporateRoles Tactics Measures 5 ShopperOfferingAssessment 6 CreateShopperOfferingBusi
8、nessPlan 7 AssessShopperValuePropositionEffectiveness 8 1 IdentifyTargetHousehold 确定目标顾客群 IdentifyTargetHousehold 1 EstablishCoreCompetency 2 DefineValuePropositions 3 CreateShopperOffering 4 EstablishCorporateRoles Tactics Measures 5 ShopperOfferingAssessment 6 CreateShopperOfferingBusinessPlan 7 A
9、ssessShopperValuePropositionEffectiveness 8 2 EstablishCoreCompetency 构建核心竞争力 2 EstablishCoreCompetency DefineValuePropositions 3 CreateShopperOffering 4 EstablishCorporateRoles Tactics Measures 5 ShopperOfferingAssessment 6 CreateShopperOfferingBusinessPlan 7 AssessShopperValuePropositionEffectiven
10、ess 8 1 IdentifyTargetHousehold 3 DefineValuePropositions 定义并传达价值命题 3 DefineValuePropositions CreateShopperOffering 4 EstablishCorporateRoles Tactics Measures 5 ShopperOfferingAssessment 6 CreateShopperOfferingBusinessPlan 7 AssessShopperValuePropositionEffectiveness 8 1 IdentifyTargetHousehold Esta
11、blishCoreCompetency 2 4 CreateShopperOffering 围绕顾客群创建商品组合 4 CreateShopperOffering EstablishCorporateRoles Tactics Measures 5 ShopperOfferingAssessment 6 CreateShopperOfferingBusinessPlan 7 AssessShopperValuePropositionEffectiveness 8 1 IdentifyTargetHousehold EstablishCoreCompetency 2 DefineValuePro
12、positions 3 5 EstablishCorporateRoles Tactics Measures 确定总体角色 策略 衡量标准 5 EstablishCorporateRoles Tactics Measures ShopperOfferingAssessment 6 CreateShopperOfferingBusinessPlan 7 AssessShopperValuePropositionEffectiveness 8 1 IdentifyTargetHousehold EstablishCoreCompetency 2 DefineValuePropositions 3
13、CreateShopperOffering 4 6 ShopperOfferingAssessment 评估商品组合 6 ShopperOfferingAssessment CreateShopperOfferingBusinessPlan 7 AssessShopperValuePropositionEffectiveness 8 1 IdentifyTargetHousehold EstablishCoreCompetency 2 DefineValuePropositions 3 CreateShopperOffering 4 EstablishCorporateRoles Tactic
14、s Measures 5 7 CreateShopperOfferingBusinessPlans 创立商品组合的业务发展计划 7 CreateShopperOfferingBusinessPlan AssessShopperValuePropositionEffectiveness 8 1 IdentifyTargetHousehold EstablishCoreCompetency 2 DefineValuePropositions 3 CreateShopperOffering 4 EstablishCorporateRoles Tactics Measures 5 ShopperOff
15、eringAssessment 6 8 AssessShopperValuePropositionEffectiveness 定期评估价值命题的有效性 1 AssessShopperValuePropositionEffectiveness IdentifyTargetHousehold EstablishCoreCompetency 2 DefineValuePropositions 3 CreateShopperOffering 4 EstablishCorporateRoles Tactics Measures 5 ShopperOfferingAssessment 6 CreateSh
16、opperOfferingBusinessPlan 7 8 1 IdentifyTargetHousehold 1 IdentifyTargetHousehold Source NielsenHouseholdPanelGermany1998 What ofHouseholdscountforwhat ofSpendings LaunchSegmentationModel 1 IdentifyTargetHousehold YoungfamiliesversuselderlyorsingleconsumersHigherbasketsizeandhigherfrequencyBuyproductswithhighermarginHavemorelikelyInternetaccess allowsInternetonlymodel whichissignificantlycheaperthanmixedmodel Elderlymainlybyheavy bulkyproducts lowerprofit viaCDandpurchaseproductswithhighermargin
