普华永道——Heineken_Outlet definition(ENG).ppt

Outlet Segmentation Why Outlet Segmentation? The Heineken outlet segmentation model is based on consumer needs, and it identified the local outlets consumers would visit to satisfy a particular need (e.g. a consumer might have a need to have a quiet conversation with some friends) The model demonstrates four main motivational needs consumers have when visiting outlets: Vitality/ Fun need (common consumer needs in e.g. disco) Conviviality/ Bonding need (common consumer needs in e.g. std Chi restaurant) Functional/ Soothing need (common consumer needs in e.g. low Chi restaurant) Status/ Distinction need (common consumer needs in e.g. up market bar) Understanding how outlets fulfill certain consumers needs is important for implementing marketing and sales activities. In fact, all outlet operations should take into consideration the needs of consumers, e.g. what sort of POS items to place, what type of pack formats are most relevant, and do on. Outlet Segments on Needs-based Motivational Model Image Building Outlet Segments Volume Generating Outlet Segments Outlets in each Outlet Typology - Modified Local Outlet Types Identification – Entertainment/ Bar Local Outlet Types Identification - Restaurant Local Outlet Types Identification –Off-Trade Local Outlet Types Identification –Off-Trade Modern Retailing Formats in China 5 major retail formats are currently present in modern off-trade in China Hypermarket 大卖场 (2,500 m2) Supermarket 超级市场 (2,500 m2) Convenience Store 便利店 Cash Carry 现购仓储店 Department Store 百货公司 Retail Format Definitions Hypermarket 大卖场 Key categories are food, non-food, fresh produce general merchandise. Carry the widest product range, average 80,000 SKUs. Self-service. Large sized store with selling area over 2,500 sqm. More than 10 check-outs. Well-organized layout w/ wide trolley aisles. Supermarket 超级市场 Key categories are groceries plus fresh produce. Carry a wide product range, average 10,000 SKUs. Self-service. Medium sized store with selling ar