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1、&Ref:omd.gotraining99traindfmc.ppt&Ref:omd.gotraining99traindfmc.ppt差異化行銷差異化行銷&Ref:omd.gotraining99traindfmc.ppt差異化行銷差異化行銷差異化行銷是要說明五項行銷基本差異化行銷是要說明五項行銷基本事實事實人口統計分析不再是唯一區隔的原則所有的消費者都創造不同的價值一個品牌最好的顧客也就是一個品牌最好的潛在顧客所有的高利潤消費者創造不同的價值所有的消費者應該有不同的待遇3&Ref:omd.gotraining99traindfmc.ppt利潤區隔利潤區隔HighMediumLowNo-Pr
2、ofit4&Ref:omd.gotraining99traindfmc.ppt“人口統計分析人口統計分析不再是唯一區隔的原則不再是唯一區隔的原則“#15&Ref:omd.gotraining99traindfmc.ppt“Women 18-49”6&Ref:omd.gotraining99traindfmc.ppt如何定義一個高利潤購買者如何定義一個高利潤購買者? ?根據他們的購買行為而不是人口統計分析7&Ref:omd.gotraining99traindfmc.pptYogurt High-Profit BuyersThey buy a lot of yogurt.They could b
3、uy even more of the brand.They buy a lot of the brand.8&Ref:omd.gotraining99traindfmc.pptAn Universal Phenomenon33%75%SalesBuyers9&Ref:omd.gotraining99traindfmc.ppt”所有的消費者所有的消費者都創造不同的價值都創造不同的價值“#210&Ref:omd.gotraining99traindfmc.pptSales & ProfitSales & ProfitFrequently purchased = Buy the mostFrequ
4、ently purchased = Buy the mostConsidered purchase = Buy the soonestConsidered purchase = Buy the soonestDefining the High-Profit Segment11&Ref:omd.gotraining99traindfmc.ppt ”品牌最好的顧客品牌最好的顧客也是品牌最好的潛在顧客也是品牌最好的潛在顧客#312&Ref:omd.gotraining99traindfmc.pptFMCG Loyalty SpectrumNot AwareSole Buyer69% tothe co
5、mpetitionthe brand31% toAverage Share of High-Profit CustomerSource: MRCA, 199213&Ref:omd.gotraining99traindfmc.ppt”所有的高利潤消費者所有的高利潤消費者創造不同的價值創造不同的價值“#414&Ref:omd.gotraining99traindfmc.ppt“所有的消費者所有的消費者應該有不同的待遇應該有不同的待遇“#515&Ref:omd.gotraining99traindfmc.pptHighMediumLowNo-ProfitBrand-Building#5“Differ
6、ential Marketing”16&Ref:omd.gotraining99traindfmc.ppt“Information is the driver,involvement is the catalyst.”17&Ref:omd.gotraining99traindfmc.ppt青苹果出品青苹果出品 必属精品必属精品http:/ / 企业管理人力资源全套企业管理人力资源全套 / 品牌策划资料品牌策划资料/行业分析报告分析报告/PPT模板模板等。18&Ref:omd.gotraining99traindfmc.ppt青苹果出品青苹果出品 必属精品必属精品http:/ / 企业管理人力资源全套企业管理人力资源全套 / 品牌策划资料品牌策划资料/行业分析报告分析报告/PPT模板模板等。19