赢在最后一里-终端渠道营销策略.ppt

* * * * 我们的目的 了解购买者与品牌的互动 在购买者购买过程中影响他们的购买行为 赢在“最后一里” * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * 渠道计分卡 Channel Target Consumer Convenience Factor Promotion/Visibility Ease Of Management Frequency Of Visit Total Score Comment Hypermarket 5 5 20 15 5 50 Low score due to conenvience factor and consumer profile Supermarket 5 5 15 15 5 45 Low score due to conenvience factor and consumer profile CVS 20 20 15 20 20 95 　 Internet Cafe 20 20 10 20 20 90 　 Campus 20 20 10 20 15 85 　 Vending Machine 20 20 5 20 20 85 　 Ma Pa Shop 15 20 5 0 20 60 This channel is ideal for OTG products, givens its large network and convenience factor. Its low score is due to the difficulties of managing this channel and promotions. Each business is individually owned. Key Channels 渠道评估 – 便利店 Channel Assessment Form Client: Kraft Job No.: Task: Develop Channel Insights Channel: CVS INSIGHTS Who shop here? 16-24 locals Why shop here? Convenience How long do they spend in here? Average 3 mins What is the typical basket size? ￥5.00 What is the typical basket count? 1-2 items Frequency: Average 3 times a week Most Effective Communication Point: Counter, Fridge Door and Gondola Ends Consumption Occasion: Individual BEHAVIOURS They love novelty branded items - free with purchase and discount with purchase. High propensity to purchase tobacco - Tobacco customers often don’t buy anything else. Most shoppers revisit same outlet many times but do not shop the store. Tend to go straight to what they want. More than 60% shoppers buy things for at-the-moment usage More than 80% shoppers buy things for on-the-spot consumption. General speaking, purchase pre-plan rate in CVS is lower than the other channels such as hypermarket and supermarket. CVS has a stronger ability to drive impulse purchase than other channels, and the main driver of impulse purchase is product visibility, a better location of display in CVS has a significant impact on generating more impulse purchase.