市场研究在宝洁营销工作中的应用简善泰(宝洁)27.pptVIP

Marketing ResearchSecret Weapon of PG Business Impact Model TM * * * * Eddie Chien 8/23/2006 14 Years in PG Head of Supplier Management Head of Family Health Care CMK Eddie In China Since 1988 8/18 Gillette Razor 75% Pampers 60% Safeguard 30% Olay 30% Crest 25% Rejoice / HS / Pantene 20% / 15% / 10% Tide 19% Whisper 14% Leading Brands *: Value market share from ACNielsen CMK Consumer Market Knowledge Build Business, Shape Strategy Best in Industry CMK Mission Hindsight Insight Foresight Types of MR Information Focus Execution Project-based Learning Integrated Knowledge Strategic Influence Value of MR Focus on higher value deliverables Outsource lower value deliverables Strategy Current Business New Initiatives Business Impact 1 Year 1-3 Years 3+ Years Business Questions Research Focus Knowledge Actions Translation Business Questions Research Focus Strategy What should be the long-term goal? - Share / Revenue / Cost / Profit What are the key strategies?- Portfolio / Channel / Activity System / External Relations / Organization - Market Size / Trend / Share - Consumers Segmentation / Fundamentals / Trend Trade Structure Competitive Environment Trend Fundamentals Current Business How is it doing in the market place? How to leverage the strength? How to improve the weakness? How to optimize the spending? Tracking Studies (Retail Audit, Household Panel, Media Tracking, Satisfaction Study) Modeling Post-Launch Testing New Initiatives How to make it a success? WHO: Target / Prime Prospect- WHAT: Concept / Product / Package / Pricing HOW: Copy / Media / Direct-To-Consumers / Sales Fundamentals / Public Relationship Concept Test Product Test Package Test Pricing Test Advertising Test Volume Forecasting Pre-Launch Testing It might be helpful to give you some background og PG China Lucky day Annual sales of about 20b. One of the biggest FMCG company in China PG has quite an impressive portfolio of leading brands in the market. Olay: