SmithKline Beecham优秀提案.ppt

OgilvyOne Worldwide SmithKline Beecham Why are we here? To show how Customer Relationship Management can help you demonstrably build your business and how it can be proved. Three Issues . Not all customer are equal Only a small percentage of your consumers will provide you with your largest share of sales, and profit growth. Heavy Med’m Light Non Users 62% 26% 38% 1% 0% 21% % Total UK Adult population No. Adults % Usage Analgesic Category15% of adults account for 62% of Analgesics used 15% 37% 9.7m 17.7m 12m 6.9m Source: TGI claimed usage Oct 97-Sep 98 Definitions Heavy user; =4 times / wk =208 times / yr Medium user; =4 times / mth =48 times / yr Light user; = 4 times / yr. Why are we here? Knowledge driven communications Your consumers know your brand. You must know about your most valuable consumers. Giving control to you, not…... Creating Active loyalty Enhancing consumers personal sense of affinity, intimacy with, and commitment to, the brand will drive sales. ACTIVE LOYALTY BUILDS SALES AND BRANDS Two Dimensional Marketing Consumers’ Needs Satisfied Consumers Reached Mass Marketing Market Share Market share Vs Share of Customer Consumers’ Needs Satisfied Consumers Reached Mass Marketing One to One Marketing Share of Customer Market Share Brandz Signature Q - What matters in this category? - How many other brands do you feel the same about? Q - Is it at a better price? - Is it more popular? - Do you think it works better than competitors? - Does it appeal to you more than others? Q - Can it deliver? Q - Would you want to be seen using it? - Is it the price bracket? - Can it meet your needs? Q - Is the brand top of mind? Bonding Advantage Performance Relevance Presence Brand strengths weaknesses relative to the category as a whole General OTC UK Panadol Brand signature Bonding Advantage Performance Relevance Presence B