精信购物者行销

28-10-03confidentialGGGConferenceBangkok‘BuildingBusinessforOurClientsThroughNon-TraditionalChannels通过非传统通路为客户建立生意Confidential28-10-03Whynon-traditionalchannels?•BATcirca48%ofG2businessGlobally•HereinAsiaBATcirca90%ofGSPbusiness•BATbusinessischangingBAT生意正在改变–ConsumerDialogue消费者对话Communicationtoconsumersthroughthetrade通过商业途径与消费者沟通Nonvisualcommunication非视觉沟通–Requirementfortradepartnershipprogrammes对于商业合作伙伴计划的需求•Otherpotentialclientshaveneedoftheseservices其它潜在客户需要这些服务.Confidential28-10-03Agenda议程•P&GShopperMarketingP&G顾客(购物者)行销•Creatingwordofmouththroughtradechannels通过商业通路创造月度词汇–‘BarNation’28-10-03confidentialGGGConferenceBangkok‘BuildingBusinessforOurClientsThroughNon-TraditionalChannels:P&GShopperMarketingConfidential28-10-03Agenda•Whatis‘ShopperMarketing’?什么是购物者行销?•HowP&Gassessshoppermarketingagencies?P&G如何评估购物者(顾客)行销代理机构?•Wherearewedoingit?我们正在哪里做这些事?–Marketround-up–MetroGermany德国Metro•CoulditbuildmybusinessinAsia?它能在亚洲建立我的生意吗?•Workshop工作团队Confidential28-10-03P&GShopperMarketing•Globalapproach全球通路•Focusontoptencustomers聚焦于最高处的10个客户•Toptenbrands最高的10个品牌•Annualspend$250,000,000年度花费2亿5千万美金•GGGcurrentlytheonlyagencyworkingwiththematglobalandregionallevelsGGG目前是他们唯一的全球和区域市场的工作伙伴Confidential28-10-03ShopperMarketingAstrategywheremanufacturersworkcollaborativelywiththeirdistributionchannelpartnerstodevelopprogrammingthatmeasurablyandprofitablybuildbusinessforbothparties.制造商与它们的分销通路伙伴共同研究发展一个可测量的,有利的策略,为它们双方建立共同的生意。Confidential28-10-03MISSION:LeverageBrandassetstodrivebothequityandnextdaysales.任务：利用品牌资产优势推动资产平衡以及明天的销售Confidential28-10-03Consumers=Shoppers/消费者不等于购物者Confidential28-10-03Consumers=Shoppers/Opportunity:Shopperinsightcanbecomethefoundationofretailercollaboration机会：购物者洞察能够成为零售商协作的基石。Confidential28-10-03ShopperUnderstandingLeadstoIntegratingMarketingandMerchandising•TargetShopper•Banner•Format•Department•Category•Product/ServiceTODAYTOMORROW购物者理解使我们趋向于将行销与广告推销融为一体目标购物者横幅格局部门品种产品/服务Confidential28-10-03SuccessfulApproachRequires…成功的步骤要求…•Cleardefinition:清楚的定义–vision,objectives,standardsofquality,形象，目标，品质标准–consistentprocesses一致的过程•“Output”anchoredinthelocalculture立足于地方文化的“产量”–consumerlifestyles,retailersandmarketingteams消费者生活方式，零售商人和行销队伍–localagencyresourcetoevaluatecommunicationandfacilitatepartnergroups地方代理资源去评估传播并促进团队合作•Economiesofscale因经营规模扩大而得到的经济节约–centralisedstrategy集中战略–bestpractice&knowledgemanagement最好的实践和知识管理Confidential28-10-03UnderstandingShopperMarketing理解购物者市场RETAILERMANUFACTURERCoreMotivation核心动机Category品种Brand品牌Commonality共同点Consumption消费量•Manufacturerandretailerskillsetsandobjectivesarefrequentlyinconflict制造商与零售商的技能与目标，总是相互抵触的CoreCompetency核心能力Merchandising商品销售Marketing市场行销Confidential28-10-03UnderstandingShopperMarketing•Shoppermarketingand“traditional”advertisingrequiredifferentskillsets,understanding,andexperience购物者市场与“传统的”广告要求不同的技能，它是更容易理解的与体验化的.AdvertisingLong-termequitybuildConsumerfocused“Media”drivenLongleadtimesDesignatedconstituentsExistingprocessShopperMarketingROIbasedShopperfocusedIn-storepayoffShortleadtimesUniquebygeographyEvolvingdisciplineConfidential28-10-03AgencyPartnerRequirements代理商要求•In-depthunderstandingofthecomplexretailenvironment对复杂零售环境的深刻理解•Consumer,shopper,andtradecustomerinsights消费者、购物者和商业消费者洞察•Experiencebasedonunderstandingofwhatworksatretail拥有理解零售如何运作的经验•Understandingofinteractionbetweenbrands,categories,channelsandcustomers理解品牌与品种、通路与消费者之间的相互作用•Broadprogrammingexecution显著的计划执行能力•Flawlessretailexecution无缺点的零售执行Confidential28-10-03AgencyPartnerRequirements代理合作者要求WhatWorks...WhatDoesn’t…ClearvisionandstandardsReactiveworkdirectionandchurnDefinitionsofoutcomesInexperiencedstaff,limitedinputsandfeedbackAssignedrolesandresponsibilitieswithprofitablebusinessoutcomesLimitedprofitability/upsideProcessroadmapShiftingpriorities,reactivityProprietarymethods/toolsLackofinnovation,generaloutcomesBestpractices/sharingClosedsystems什么工作清晰的形象与标准成果的定义通过有利可图的生意成果来分配任务与职责过程路线图所有的方法/工具最好的实践/分享Confidential28-10-03AgencyPartnerRequirementsWhatWorks...WhatDoesn’t…ClearvisionandstandardsReactiveworkdirectionandchurn相反的工作方向与混淆DefinitionsofoutcomesInexperiencedstaff,limitedinputsandfeedback无经验的团队/有限的投入与反馈AssignedrolesandresponsibilitieswithprofitablebusinessoutcomesLimitedprofitability/upside有限的收益/ProcessroadmapShiftingpriorities,reactivity多变的计划Proprietarymethods/toolsLackofinnovation,generaloutcomes缺乏创新，综合成果Bestpractices/sharingClosedsystems闭塞的系统Confidential28-10-03AgencyPartnerRequirements•UnderstandP&G’sNeedsandObjectives理解P&G的需求与目标–Brandvs.categoryfocus品牌VS品种焦点–Short-termvs.long-termgoals短期VS长期目标–Assesscustomerissues/opportunities评估消费者问题/机会–Clear,completecommunication,andsettingspecificexpectations清晰的、完整的沟通，设置明确的展望–Focuseddefinitionofsuccess聚焦于成功的定义Confidential28-10-03RequirementofP&GP&G的要求•ProvideAdequateLeadTimes提供适当的订货到交货时间–Multipleconstituenciesrequiredtimetoworkthrough多样的顾客要求准时完成工作–Increasedcomplexity,frequentlyseveralmovingparts增加的复杂性,几个频繁移动成员–Customervs.consumerschedule消费者VS.消费者时间表Confidential28-10-03RequirementofAgencyandP&G•ClearlyCommunicateTheProcess清晰地沟通过程–Whoisrespo