“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,Shopper Focused Retailing will become the industry standard business practice The focus of retailers: switch from “building transactions“ to “building loyalty“ using market leading brands. Shoppers will make their outlet loyalty choices based on retailer overall brand positioning statements versus solely retail price. Shopper satisfaction results for key retail customers will increase significantly as core shopper needs are identified and retailer business models are developed to meet these core shopper needs. It changes the focus of retailing from providing products in categories to solutions and services Its about managing Consumer Segments, not Categories and match categories to meet their needs Retailers who have embraced the “shopper focused“ concepts of Shopper Focused Retailing will be rewarded with record volume and market share results.,SFR is a business process, a Pull-process starting from Shopper, it shifts from category focus to Overall Business Model focus. 业务流程 + “拉动” + 以顾客为出发点 + 全面生意模型,All SFR work will be prioritized by the Consumers Hierarchy of needs and will start with focusing the customer on the target shopper,SFR Overall Methods 整体模型,Identify target shopper 确定目标顾客群 Understand target shoppers needs 了解目标顾客群需求 Create a value proposition around the target shoppers- Store equity 围绕目标客群创造价值命题(独特的),Basic needs (Price of entry) 基本需求,Secondary needs (differentiation),Enhancement (loyalty, increased usage),Social acceptance (how others judge you),Personal accomplishment/empowerment (how you judge yourself),Self aspiration (what you can become),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,Identify Target Household 确定目标顾客群,Establish Core Competency 构建核心竞争力,Define Value Propositions 定义并传达价值命题,Create Shopper Offering 围绕顾客群创建商品组合,Establish Corporate Roles, Tactics, Measures 确定总体角色, 策略, 衡量标准,Shopper Offering Assessment 评估商品组合,Create Shopper Offering Business Plan 创立商品组合的业务发展计划,Assess Shopper Value Proposition Effectiveness 定期评估价值命题的有效性,1,2,3,4,5,6,7,8,Shopper Focused Retailing Process,Identify Target Household,1,Establish Core Competency,2,Define Value Propositions,3,Create Shopper Offering,4,Establish Corporate Roles, Tactics, Measures,5,Shopper Offering Assessment,6,Create Shopper Offering Business Plan,7,Assess Shopper Value Proposition Effectiveness,8,1 - Identify Target Household “确定目标顾客群”,Identify Target Household,1,Establish Core Competency,2,Define Value Propositions,3,Create Shopper Offering,4,Establish Corporate Roles, Tactics, Measures,5,Shopper Offering Assessment,6,Create Shopper Offering Business Plan,7,Assess Shopper Value Proposition Effectiveness,8,2 - Establish Core Competency “构建核心竞争力”,2,Establish Core Competency,Define Value Propositions,3,Create Shopper Offering,4,Establish Corporate Roles, Tactics, Measures,5,Shopper Offering Assessment,6,Create Shopper Offering Business Plan,7,Assess Shopper Value Proposition Effectiveness,8,1,Identify Target Household,3 - Define Value Propositions “定义并传达价值命题”,3,Define Value Propositions,Create Shopper Offering,4,Establish Corporate Roles, Tactics, Measures,5,Shopper Offering Assessment,6,Create Shopper Offering Business Plan,7,Assess Shopper Value Proposition Effectiveness,8,1,Identify Target Household,Establish Core Competency,2,4 - Create Shopper Offering “围绕顾客群创建商品组合”,4,Create Shopper Offering,Establish Corporate Roles, Tactics, Measures,5,Shopper Offering Assessment,6,Create Shopper Offering Business Plan,7,Assess Shopper Value Proposition Effectiveness,8,1,Identify Target Household,Establish Core Competency,2,Define Value Propositions,3,5 - Establish Corporate Roles, Tactics, Measures “确定总体角色, 策略, 衡量标准”,5,Establish Corporate Roles, Tactics, Measures,Shopper Offering Assessment,6,Create Shopper Offering Business Plan,7,Assess Shopper Value Proposition Effectiveness,8,1,Identify Target Household,Establish Core Competency,2,Define Value Propositions,3,Create Shopper Offering,4,6 - Shopper Offering Assessment “评估商品组合”,6,Shopper Offering Assessment,Create Shopper Offering Business Plan,7,Assess Shopper Value Proposition Effectiveness,8,1,Identify Target Household,Establish Core Competency,2,Define Value Propositions,3,Create Shopper Offering,4,Establish Corporate Roles, Tactics, Measures,5,7 - Create Shopper Offering Business Plans “创立商品组合的业务发展计划”,7,Create Shopper Offering Business Plan,Assess Shopper Value Proposition Effectiveness,8,1,Identify Target Household,Establish Core Competency,2,Define Value Propositions,3,Create Shopper Offering,4,Establish Corporate Roles, Tactics, Measures,5,Shopper Offering Assessment,6,8 - Assess Shopper Value Proposition Effectiveness “定期评估价值命题的有效性”,1,Assess Shopper Value Proposition Effectiveness,Identify Target Household,Establish Core Competency,2,Def