盖洛普（中国）有限公司刘启明经理演讲稿

GallupBrandEquityAuditPresentedtoMarketingResearchAssociationofChinaMembersMeeting,July,2000WhatWeDoSince19352019/9/103WhoWeAreTodayGALLUPCONSULTINGGALLUP.COMTheGallupPathtoBusinessOutcomesENDENDTHEGALLUPPATHENTERHEREIDENTIFYSTRENGTHSTHERIGHTFITGREATMANAGERSENGAGEDEMPLOYEESLOYALCUSTOMERSSUSTAINABLEGROWTHREALPROFITINCREASESTOCKINCREASEGallupBrandManagementPracticePATHNEXTEND2019/9/107GallupBrandEquityistheConsumerEquitypartofBrandEquity2693371555EntrenchedAverageShallowConvertibleAvailableAmbivalentWeakStrongBrandEquityCustomerEquityMarketEquity=accesspoints+branches+mediaspend+pricing+etc.BRANDEQUITY:CONCEPTUALMODELBrandLoyaltyBrandPositionBrandPresenceBrandValueBrandExperience2019/9/109GallupBrandEquityAudit•Fourstagesinanequityaudit:•Stage1:BrandProfiling–ArrayperformanceofBrandvs.Competitiononeachoffivecomponentsofbrandequity:•Presence•Position•Experience•Value•LoyaltyPATHNEXTEND2019/9/1010GallupBrandEquityAuditFourstagesinanequityaudit:•Stage2:DriverAnalysis–Determinethemannerinwhichthekeyexperience-basedandcommunications-basedcomponentsinteracttodriveloyaltytotheBrand.•Stage3:QuadrantAnalysis–ArraytheimportanceofeachBrandLoyaltydriveragainsttherelativeperformanceoftheBrandvs.Competitiononthatdriver.–Result:prioritiesforactiontoimproveBrandLoyaltyandenhanceBrandEquityPATHNEXTEND2019/9/1011GallupBrandEquityAuditFourstagesinanequityaudit:•Stage4:LoyaltySegmentation–Theoptimummarketingmixandpricesensitivity–Theappropriatestrategystanceofthebrand–Competitivethreatsandopportunities–ThedirectionoflikelymarketsharechangesPATHNEXTENDGallupBrandEquityAuditCaseStudiesPATHNEXTEND2019/9/1013GallupBrandEquityAuditCaseExample:BrandA•dotcomcompany•Heavilyadvertised•ChallengerbrandStage1,Stage2,Stage3andStage4AnalysesPATHNEXTEND2019/9/1014GallupBrandEquityAuditRelativeperformanceonselectedsamplecomponentindicesStage1:BrandProfiling(BrandAvs.Competition)60%50%75%45%50%88%65%60%70%50%20%50%50%45%45%95%60%70%65%65%BrandAwarenessIndexconversionretentiationValueSatisfactionIndexPerformanceBrandACompZCompCCompPHighLowPATHNEXTEND2019/9/1015PresenceLOYALTY+++ValueExperience•Satisfaction•Brand•Ad•IntenttoRepurchase•Advocacy•UsageFrequency++Position•Quality•Exclusivity•Variety+++GallupBrandEquityAuditStage2:DriverAnalysis(BrandA)PATHNEXTEND2019/9/1016GallupBrandEquityAuditStage3:QuadrantAnalysis(BrandA)Importance(asLoyaltyDriver)Position(OccasionSuitability)Position(Exclusivity)UnaidedAdAwarenessPosition(RangeofOfferings)Position(Quality)UnaidedBrandAwarenessExperience(Satisfaction)POSNEGLOHIPATHNEXTEND2019/9/1017TargetcustomersofbrandXCurrentCustomers(Usesofbrandx)N=438Committed(52%)Complacent(25%)Transient(11%)Switchers(12%)Open(21%)Unsure(35%)Closed(44%)PotentialCustomers(Non-usesofbrandx)N=1213GallupBrandEquityAuditStep4:LoyaltySegmentation2019/9/1018ShoppingSitesSwitchOriginalSiteCurrentSiteSina8848Sina8848SofuSofuDesertion•ThekeytosuccessofthoseE-commercesitesliesintheextenttowhichtheycanretainloyalcustomersandpreventlosingcustomerstocompetitors.Q1‘00Q4‘99Sina8848SofuSina8848Sofu