品牌管理制度——目标顾客群零售模式.pptVIP

“出发点”决定了基于供应链的“渠道关系” 品牌管理的关键是以消费者为出发点 供应商与零售商的合作也是以顾客/消费者为出发点 品牌管理 目标顾客群零售模式 SHOPPER FOCUSED RETAILING目标顾客群零售模式 SFR Overall Methods 整体模型  Identify Target Shoppers’ Needs – 确定目标顾客群的需求 HIERARCHY OF NEEDS (需求层级) SFR 八步过程 Shopper Focused Retailing Process 1 - Identify Target Household “确定目标顾客群” 2 - Establish Core Competency “构建核心竞争力” 3 - Define Value Propositions “定义并传达价值命题” 4 - Create Shopper Offering “围绕顾客群创建商品组合” 5 - Establish Corporate Roles, Tactics, Measures “确定总体角色, 策略, 衡量标准” 6 - Shopper Offering Assessment “评估商品组合” 7 - Create Shopper Offering Business Plans “创立商品组合的业务发展计划” 8 - Assess Shopper Value Proposition Effectiveness “定期评估价值命题的有效性” 1 - Identify Target Household 1 - Identify Target Household 1 - Identify Target Household 1 - Identify Target Household 2 - Establish Core Competency 2 - Establish Core Competency 2 - Establish Core Competency 3 - Define Value Propositions (Concept Development) 3 - Define Value Propositions (Concept Development) 3 - Define Value Propositions (Concept Development) 3 - Define Value Propositions (Concept Development) 3 - Define Value Propositions (Concept Development) 3 - Define Value Propositions (Concept Development) 4 - Create Shopper Offering 4 - Create Shopper Offering 4 - Create Shopper Offering 5 - Establish Corporate Roles, Tactics, Measures 5 - Establish Corporate Roles, Tactics, Measures 6 - Shopper Offering Assessment 6 - Shopper Offering Assessment Shopper Focused Retailing Process ECR 是目标 - SFR 是途径 RTM Matrix 5 Establish Corporate Roles, Tactics, Measures Assortment Pricing Promotion Placement ONLY PROVIDER PRIMARY PROVIDER ONE/ FEW PROVIDERS ONE/MANY PROVIDERS Broadestassortment offering variety based on target HH needs Broad assortment offering products to meet the majority of target HH needs Limitedassortment designed to offer an easy choice to shopping elsewhere Minimalassortment needed to represent the shopper offering MatchingMatch best multi- channel everyday retail FrequentBr