&Ref:omd.gotraining99traindfmc.ppt差異化行銷1&Ref:omd.gotraining99traindfmc.ppt 差異化行銷差異化行銷是要說明五項行銷基本 事實 人口統計分析不再是唯一區隔 的原則 所有的消費者都創造不同的價 值 一個品牌最好的顧客也就是一 個品牌最好的潛在顧客 所有的高利潤消費者創造不同 的價值 所有的消費者應該有不同的待 遇2&Ref:omd.gotraining99traindfmc.ppt 利潤區隔利潤區隔HighMediumLowNo-Profit3&Ref:omd.gotraining99traindfmc.ppt“人口統計分析 不再是唯一區隔的原則“#1#14&Ref:omd.gotraining99traindfmc.ppt“Women 18-49”5&Ref:omd.gotraining99traindfmc.ppt 如何定義一個高利潤購買者如何定義一個高利潤購買者? ?根據他們的根據他們的購買行為購買行為 而不是人口統計分析而不是人口統計分析6&Ref:omd.gotraining99traindfmc.ppt Yogurt High-Profit BuyersYogurt High-Profit BuyersThey buy a lot of yogurt.They could buy even more of the brand.They buy a lot of the brand.7&Ref:omd.gotraining99traindfmc.pptAn Universal PhenomenonAn Universal Phenomenon33%75%SalesBuyers8&Ref:omd.gotraining99traindfmc.ppt”所有的消費者 都創造不同的價值“#2#29&Ref:omd.gotraining99traindfmc.pptSales & ProfitSales & ProfitFrequently purchased = Buy the mostFrequently purchased = Buy the most Considered purchase = Buy the soonestConsidered purchase = Buy the soonestDefining the High-Profit SegmentDefining the High-Profit Segment10&Ref:omd.gotraining99traindfmc.ppt ”品牌最好的顧客 也是品牌最好的潛在顧客#3#311&Ref:omd.gotraining99traindfmc.pptFMCG Loyalty SpectrumFMCG Loyalty SpectrumNot AwareSole Buyer69% to the competitionthe brand31% toAverage Share of High-Profit CustomerSource: MRCA, 199212&Ref:omd.gotraining99traindfmc.ppt”所有的高利潤消費者 創造不同的價值“#4#413&Ref:omd.gotraining99traindfmc.ppt“所有的消費者 應該有不同的待遇“#5#514&Ref:omd.gotraining99traindfmc.pptHighMediumLowNo-ProfitBrand-Building#5“DifferentialMarketing”15&Ref:omd.gotraining99traindfmc.ppt“Information is the driver, involvement is the catalyst.”16