顶新饮品群市场研究培训

Copyright 2005 ACNielsen,a VNU business,Body Text -28 pt. Bold,Second Level - 28 pt. Normal,Third Level - 24 pt. Normal,Fourth Level - 24 pt. Normal,Title- 36pt. Bold,260,AC,尼尔森零研市场培训,致,培训日期：2005年12月15日,培训安排,08：30至09：00市场研究作用及种类,09：00至10：30,零售研究基础知识,10：30至10：45休息,10：45至12：30,零研资料解读,12：30至13：30午餐及休息,13：30至14：15中国市场资料分享,2005年AC尼尔森公司普查资料,放眼中国市场中国消费者购物习惯,14:15至15：00 AC尼尔森公司深度分析,Explorer深度分析,Marketing Mix Modeling营销组合模型,市场研究作用及种类,何为市场研究？,为何市场研究？,市场研究的程序,市场研究的种类,ACNielsen,的市场研究服务,何为市场营销?,Marketing is as,social and managerial process,by which individual and groups obtain what they need and want through creating, offering, and exchanging products of value with others,市场营销是个人和集体通过创造、提供并同别人交换有价值产品或服务，以便获得他们所需所求的一种社会和管理过程。Philip Kotler,Marketing consists of all activities by which a company adapts itself to its environmentcreatively and profitably.,市场营销包括企业适应市场环境的一切活动。,“需要needs”、“欲望wants”、“需求demand”,需要：,指人类缺乏某些基本满足的状态，MSLOW“,需要层次论,”,欲望：,指人类对满足,需要,的具体物品或服务的愿望,需求：,指有能力并且有意愿购买的具体物品或服务的,欲望,营销管理,网络搜索的市场研究定义,The process of systematically gathering, analyzing and interpreting data pertaining to the companys market,customers and competitors, with the goal of,improving marketing decisions,., facilitating function of,collecting and interpreting data on consumer demands,and characteristics so that firms can develop new products and sell existing ones profitably.,Provide information on,product analysis, brand position analysis, consumer surveys, quantitative market &trend analysis, channels of distribution analysis, etc. to marketing and sales departments at client companies. Also, interpret the market for clients to minimize waste and develop new sources of profit.,abacus.bates.edu/admin/offices/career/webx/field_def.html,is understood as a systematic collection, presentation and analysis of data according to various aspects of marketing activity. Marketing research studies -,link researchers with markets, consumers, competitors and all other external marketing elements through information.,It is the process of,analyzing information relating,to marketing of goods and services.,The systematic gathering, recording, analyzing, and use of data relating to the transfer and sale of goods and services from producer to consumer.,the process of collecting and analyzing information,in order to solve marketing problems.,wps.pearsoned.co.uk/wps/media/objects/1452/1487687/glossary/glossary.html,The planning, collection, and analysis of data relevant to,marketing decision making, and the communication of the results of this analysis to management.,research that,gathers and analyzes information,about the moving of good or services from producer to consumer,wordnet.princeton.edu/perl/webwn,Research covers the,search for and retrieval of information for a specific purpose,. Research has many categories, from medical research to literary research.,en.wikipedia.org/wiki/Marketing_research,众多的机构见解各自不同，但是共同点明显,Marketing Research Association,European Society of Opinion and Marketing Research,什么是市场研究？,Market Research is,any activity aimed at understanding the behavior of consumers,(whether they be industrial (companies) or end users (consumers) in a certain market. However commercial market research focuses on speed and answering specific management questions, rather than answering interesting or theoretical questions.,市场研究是任何旨在了解认识一个特定市场中的,顾客,（消费者或者工业客户）行为的活动。只是商业性的市场研究更关注聚焦于速度，和回答具体的管理问题，,而不只是回答“有趣的”或者是“理论的”问题。,ESOMAR欧洲民意和市场研究协会,Market Research,市场研究,A process used to define the size, location, and/or makeup of the market for a product or service.,市场研究,是用于确定一个特定产品或者服务市场规模、市场地点、和/或这个市场组成的过程。,Marketing & Opinion Research,营销和民意研究,A process used by businesses to collect, analyze and interpret information used to make sound business decisions and successfully manage the business.,营销和民意研究是一个信息搜集、分析和解释信息以便制订更好的商业决策和进行业务管理的综合过程。,Media Research,媒体研究,Research that is centered on issues of media selection and efficiency,媒体研究是专注于媒体选择和媒体效率的研究。,Qualitative Research,定性研究,Research that yields an,in-depth understanding about an issue,. Qualitative research typically focuses on a small number of people. Since these people are interviewed in-depth, interviews tend to be longer and are,often unstructured,. An outline of discussion points, rather than a questionnaire, is often used. This type of research also tends to be conducted in person, either in focus groups or one-on-one interviews.,Quantitative Research,定量研究,Research used to,statistically estimate the viewpoints of a population providing estimates of percentages or averages.,This research usually employs larger samples and takes less of the respondents time. Telephone surveys, mail surveys, intercept surveys, central location studies, in-home use studies, door-to-door studies are all used in quantitative research.,ESOMAR欧洲民意和市场研究协会,Marketing Research Association 市场研究协会的定义,营销调研(Marketing Research): 一种,借助信息,把,消费者、顾客及公共部门和市场联系起来的特定活动,这些信息用以识别和界定市场营销的机会和问题，产生、改进和评价营销活动，监控营销绩效，增进对营销过程的理解。,您心目中的市场研究,What,Who,When,What Purpose,Whom,市场研究:,洞察市场先机,是辛勤的人们,(,包括老板们自己,),在一切可能的时间内,用一切合法的手段,为了组织的繁荣昌盛,和个人的发展,对可能赚钱的事业和机会,进行的由表及里的了解,和深入的剖析,为老板和利益相关者提交的,口头报告、书面汇报等,Which,General,Issue,Specific,Focus,How,市场研究作用及种类,何为市场研究？,为何市场研究？,市场研究的程序,市场研究的种类,ACNielsen,的市场研究服务,为何市场研究?,市场竞争日趋激烈，市场环境动态多变化,知彼知己，百战不殆,凡事预则立，不预则废,何以预？何以知彼知己？ 没有调查研究就没有发言权。,市场研究能帮助企业组织,科学地制订营销策略、有效地执行和控制营销活动,更好地捕捉,市场机会O,发现市场变迁的机会：产品和内核价值的变革,了解消费者未被满足的需要,更明锐地洞察,挑战和威胁T,了解市场环境变化对公司经营可能带来的威胁：洗衣粉的威胁也许不是其他厂家的进入或者扩大，可能是技术进步，譬如无洗衣粉的洗衣技术。,更清楚地了解,对手和自身的优势S以及劣势W,还要了解跟踪变化，营运效果和效率，对营销活动进行有效的控制管理。,市场研究帮助客户,发现市场机会,价值如何创造?如何被实现?,如何制订营销决策,市场总监,评估信息需求,提供信息,市场营销决策,STP管理,S,市场细分,T,目标市场,P,市场定位,营销策划与执行,营销效果评估和控制,市场研究经理/Agency,宏观环境PEST,P,政治,E,经济,S,社会,T,技术,法律以及管制环境,文化、社会心理等,不可控因素,中观竞争合作环境,竞争对手,潜在进入者,替代竞争,上游厂商,下游伙伴,互补环境,客户群体,客户,消费者,其他利益相关者,6P,产品,价格,渠道,促销,公关,人员,可控因素,4C 涵盖了所有议题？,Customers,消费者(客户),Competitors,竞争对手,Companions,伙伴,Collaborators,Company 公司营运,Communications沟通,4C 涵盖了所有议题？,Customers,消费者(客户),Competitors,竞争对手,Companions,伙伴,Collaborators,Company 公司营运,消费者分析,了解消费者特征，用于明确市场细分。了解消费者购买和使用行为，用于制订吸引教育消费者的营销方案,市场规模,vs.,增长,潜在市场容量,市场驱动和障碍因素,消费者特征,:,人口统计特征，心理特征，生活方式特征,需求和动机分析,购买和使用行为研究,品牌认知和偏好,对市场营销组合的反应,产品,价格,促销,渠道,4C 涵盖了所有议题？,Customers,消费者(客户),Competitors,竞争对手,Companions,伙伴,Collaborators,Company 公司营运,竞争对手分析,某一个或者几个竞争对手的深度分析，包括但不限于,发展战略和竞争战略,市场表现,财务表现,产品和定价,品牌策略,渠道以及分销策略,组织和文化,技术以及研究开发,供应链和价值链管理,战略联盟,资产,核心能力等,4C 涵盖了所有议题？,Customers,消费者(客户),Competitors,竞争对手,Companions,伙伴,Collaborators,Company 公司营运,伙伴分析 Coptition,上下游伙伴的分析，包括但不限于,发展战略匹配性？,市场表现,财务表现,供应链和价值链管理,战略联盟,技术进步冲击评估,4C 涵盖了所有议题？,Customers,消费者(客户),Competitors,竞争对手,Companions,伙伴,Collaborators,Company 公司营运,市场营销营运分析,公司营销效果和效率的深度分析,销售业绩和增长,利润状况,品牌资产,产品成功,KPI,分销效果如何,?,价格策略和战术效果,?,促销效果如何,?,广告效果如何,?,消费者忠诚度建立和维护,其他,您如何确定市场规模和增长？,凡事预则立，不预则废,宏观(Macro)、中观环境分析,中观(行业)、微观 Micro(公司、客户)分析,市场研究作用及种类,何为市场研究？,为何市场研究？,市场研究的程序,市场研究的种类,ACNielsen,的市场研究服务,市场研究的程序,根据具体研究项目的性质，,研究计划和设计,数据搜集,数据处理,数据分析,报告准备,配置和分享,研究项目背景和研究目的,确定项目范围和选定研究方法,研究项目执行和控制以及回馈,反馈和跟进,Budget & Timing,也是一个管理的过程,市场研究作用及种类,何为市场研究？,为何市场研究？,市场研究的程序,市场研究的种类,ACNielsen,的市场研究服务,根据重点研究对象,根据信息获取的渠道以及研究对象,CR(消费者研究) Qualitative(定性研究)和Quantitative(定量研究),Commercial Research(商业研究),消费者/客户,分销商,上游原料供应商,生产商,零售商,零售监测 Retail Audit,Factory,根据典型商业研究方法,二手研究 Secondary Research,专业出版物,政府官方以及非官方统计资料,已有的分析研究报告,在线和线下资源,各种研究机构报告等,一手研究,Primary Research,店面走访,实地观察,深度访谈,专家,厂商,上下游商业伙伴包括但是不限于：,分销商经销商、零售商、客户,监管机构,协会和分析师,公司访问,等,Information Collaboration 信息整合,基于市场研究结果的可操作的建议,研究技术,商业研究,专家访谈,行业访谈,桌面研究（二手研究）,零售检查,实地观察,等,人员访问,(,包括,CAPI),电话访问,(,包括,CATI),集中地点测试,拦截访问,其他：譬如邮件等,定量研究技术,深度访谈,焦点小组座谈会,混合方法,定量研究技术,Where is the new investment opportunities by analyzing the market attractiveness,How big the market is in terms of value and volume?,How fast does it grow? Where and when by whom?,Whats the market growth potential and market development trends?,Where is the business opportunities?,How fierce is the competition?,What is distribution and is there an opportunity to shortcut?,What is the most attractive customer segment?,Where else can we continue to make improvements to the value chain?,Pro market & understand your competitors by analyzing their strengths and weaknesses, detailing their strategies and recommending plans to outwit them.,What are our key competitors up to?,What are our competitors sales and margins?,What is our main competitor planning for the next three years?,How can we best benchmark our organization with the market leaders?,How can we better understand key accounts to maximize sales opportunities?,What threats do we face from potential product substitutes and disruptive technologies?,What can our R&D and marketing teams learn from our competitors intellectual property?,How to develop new products and markets, prioritize investment, choose new partners and expand business.,How can we expand our business?,What is the best way for us to enter this new market or segment?,How do we evaluate the suitability of potential acquisition targets?,What is the ideal platform to launch our new product?,How feasible is it for us to commit to new capital investment?,市场研究作用及种类,何为市场研究？,为何市场研究？,市场研究的程序,市场研究的种类,ACNielsen,的市场研究服务,媒体,零售,专项,AC尼尔森,三项核心服务,营销全程服务：ACNielsen的市场研究的服务,Product,Development,Launch,市场进入,Concept,Testing,Strategic Windows,Of Opportunities,Advertising,Development,Industry Study / JV Partner Study,Feasibility Study,U&A / Market / Consumer Segmentation,Exploratory / Trade Study,Brand Tracking,Customer Satisfaction,Product testingProduct optimising Brand name researchPackaging researchPricing research,Retail Management,Media Planning Tool Box,Ad Evaluation,Media Habits,Sales,Forecast,PreBASES,BASES I,Telebus,BASES II,WINNING B ANDS,eQ,TM,Adswork,AdEx,TAM,Retail Audit,Distribution CheckStore Census,Space Management,Advisor,SPACEMAN,ACNielsen.online,Packswork,ACNielsen 零售研究服务帮助您,洞察市场先机、把握市场脉搏、鸟瞰竞争格局、制订营销战略战术、跟踪评估营销战果、调整优化营销组合、运筹帷幄决胜千里,Product,Development,Launch,Market Entry,Concept,Testing,Strategic Windows,Of Opportunities,Advertising,Development,Industry Study / JV Partner Study,Census, MID, Shopper Trend,Industry Report,Retail Audit (Segment, Package, Price, Market),Census,Scan Track,Exploratory / Trade Study,M&A - Explorer,Retail Audit Issue Analysis,CatMan Spacement,M&A Modelling (Pricing, Price + Prom, MMM),Retail Audit (4P based on client request),Sales,Forecast,Retail Audit Tracking,Scan TrackDistribution Check,M&A - EnReach,Sales,Optimization,M&A - Store Test,零售研究服务,品类管理,Ad Hoc,店面检查,零售监测,零售普查,建模深度分析,ScanTrack,扫描数据,Analysis of cannibalization, new product launches, price elasticity, and more.,Customized collection of retail audit data (regions, products, facts, periods) to address point-in-time or ongoing information needs.,Retail universe summary reports and store lists to better understand retail market structure and category distribution.,Monthly tracking of sales and sales influencing factors to understand category, segment, brand, and SKU trends on macro level.,Weekly tracking of sales and sales influencing factors to understand category, segment, brand, and SKU trends on micro level (i.e. modern trade).,Cooperative agreements with retailers to maximize stock efficiencies.,零售监测提供对从,品类整体,细分市场,品牌,SKU单品,的关于,零售数量规模,铺货和,价格,的,连续性监测信息,零售监测特点,General,Issue,Specific,Focus,ACNielsen专项研究,定量研究,定性研究,Customized Research,?,?,?,AC尼尔森,定性研究,回答的问题如,.,为什么,.,人们为什么喝矿化水？而不喝蒸馏水？,如何,.,人们是怎样理解,这个果汁饮料广告的？,是什么,.,促使人们使用,大包装饮料？,AC尼尔森,定量研究,回答的问题如,.,规模多大,.,在,某一城市的,果汁市场,有多少,.,人以某一特定方式,来理解这个果汁广告,那个层面,.,多少人会有购买,这个产品的欲望,?,?,?,定量研究专利产品,eQ,TM,(客户满意度和忠诚度管理系统),WINNING B ANDS,（优胜品牌管理系统）,BASES,（市场销量模拟测试）,Adswork,(广告测试),它是,.,用于,测量质量、满意度和忠诚度的决策工具,确认是什么驱动上述的关键因素,-,它们之间的联系是怎样的,-,它们是如何建立一个公司满意度和忠诚度管理系统,由,AC,尼尔森公司开发,基于我们在亚太地区的丰富经验,经过消费者和市场的检验,CLIENT,COMP. A,COMP. B,COMP. C,81,77,67,61,Regional,Malaysia,79,76,67,64,Thailand,Singapore,Philippines,88,77,77,61,79,72,53,62,78,83,71,56,eQ Index,Customer eQ Outputs - I,31,22,36,49,67,74,6,12,CLIENT,COMP. A,COMP. B,COMP. C,87,1,66,14,66,12,39,32,Philippines,72,6,66,13,45,13,45,26,Thailand,Commitment Share,Vulnerable Share,69,8,55,16,27,44,35,24,Malaysia,67,8,67,12,49,22,36,31,Singapore,Commitment & Vulnerable Shares,REGIONAL,Customer eQ Outputs - II,Factor Importance,TRADE SUPPORT,FACTORS,SALES REPRESENTATIVE,DELIVERY,IMAGE,ADVERTISING& PROMOS,75%,67%,62%,56%,54%,Regional,82%,74%,59%,50%,56%,Singapore,78%,63%,57%,50%,50%,Malaysia,78%,55%,73%,61%,68%,Philippines,65%,76%,60%,65%,42%,Thailand,Customer eQ Outputs - III,Critical Need of Improvement,Critical,Competitive Parity,Competitive,Strengths,Secondary Need of Improvement,Maintenance,Maintenance,IMPORTANCE,HIGH,LOW,PERFORMANCE (Weighted Top 2 Box),Better,Equal,Worse,Trade Support,Consumer A&P,Delivery,Sales Rep,Image,Strategic Resource Allocation (vs Competition),Customer eQ Outputs - IV,Training/Workshops,ATTRIBUTES,PERFORMANCE (%),LEVEL,OF,IMPORTANCE,Information Support,Consumer Incentives,Ad Dollar/Co-op,73%,72%,70%,62%,49%,Trade Promotions,5 - Highest Score,4,3,2,1 - Lowest Score,Customer eQ Outputs - V,Employee Equity Scorecard,Pull Index,Push Index,Motivated Share,Demotivated Share,Stayers,Seekers,Competitive Pay,Non-competitive Pay,Base: All employees,Employee eQ Outputs - I,- Impact vs Performance -,Wtd Bottom 2 Box %,Wtd Top 2 Box %,Company Reputation,Pull,Push,Career Development,59,43,56,74,43,72,65,70,61,47,65,62,60,54,54,52,Impt,Index,Impt,Index,65,72,64,71,60,75,69,74,55,47,60,52,64,47,54,48,Business Performance,Benefits,Working Conditions,Work Environment,Job Challenge,Appraisal & Recognition,Leadership,75,72,56,45,Employee eQ Outputs - II,AC尼尔森WINNING B ANDS,TM,是一套新的管理工具，它能帮助,客户,更好地管理和发展其品牌的价值。,WINNING B ANDS,TM,帮助客户在市场上取得成功，通过,:,监测,品牌在市场上的表现和营销活动的效果,评估竞争对手营销活动的影响,确定竞争对手和所处的同类产品给品牌带来的发展机会和威胁,探求品牌未来发展潜力,Brand leverage is about:,How strong is the brands relationship with consumers?,How strong is its bond with consumers?,How well is the brand attracting new consumers and retaining existing consumers?,Helps to determine the strategic focus for the brand,Recommenders,Preferrers,Dependables,Regulars,Considerers,Trialists,Aware,Non-Considerers,Winning Brand Output - I,Winning Brand Output - II,ACNielsen Store Equity Index produces scores in range of 0 - 10; the higher the better.,In competitive markets a score of 3+ is very strong.,only about 15% of brands command a brand equity score of more than 3.0,more than 30% are in the range 1.0 - 3.0,Ma,jority of brands have an equity score of less than 1.0,Source : ACNielsen|Winning Brands normative database of more than 1,500 brands,Brand Equity Index,Strong brands,Factor C,(14%),High quality ingredients,High quality product,Trusted/,estab,. brand,Modern brand,Different flavors,Factor D,(10%),No fats, cholesterol,100% natural, no stimulant,Factor B,(17%),Has pleasant taste,Not too sweet,Reason-able price,Good value for money,Factor A,(25%),Brand Association,Winning Brand Output - III,Axis 1 83.7%,Generic (cost of entry),Distinct/Sharp image,Brand XXX,Brand Image,Brand YYY,Winning Brand Output - IV,IMPORTANCE,(Derived),Performance = % top two boxes out of 5 scale,Is close to home,Convenient to get to,Low prices for most items,Good value for money,Has programs that reward regular purchase,Attractive and, interesting promotions,Staff provide good service,Ease of parking,Efficient checkout counters,Has own brands of groceries,Good quality instant cooked foods,Modern, comfortable store,Well presented display of products,Clean and hygienic store,Easy to find products,Spacious,High quality fresh food,Everything I need in the one shop,Better selection of quality products,Good range of fresh products,Wide product range and variety,Always have what I want in stock,Brand A,Brand B,Winning Brand Output - V,是一个综合的、经验证的销量模拟测试系统。,在某个概念或产品推出前，,将消费者的反应和制造商的市,场计划结合起来，去预测销售潜力。,它对于风险评估和销售期望的管理起着非常关键的作用。,Marketing Plan Scenario,Low,Advertising,Spending,Medium,Advertising,Spending,High,Advertising,Spending,20%,1,880,2,482,2,606,40%,3,505,4,241,4,283,70%,70%,70%,60%,Repeat Purchases Per Repeater*,Year I Awareness,Trial Units Per Purchase,Year I Repeat Rate*,Repeat Units Per Purchase*,Year I Unit Sales (in 000s),Year II Unit Sales (in 000s),Year III Unit Sales (in 000s),Year I ACV Distribution,Year I Trial Rate,3.7%,6.9%,10.1%,5,131,5,644,5,362,1.1,-,-,40%,-,-,1.2,-,-,3.0,-,-,*Note: For BASES I tests, repeat components must be assumed.,Topline Volume Estimation,BASES Output - I,Weak,Average,Strong,Purchase,Intent,Intensity,of Liking,Price/Value,New and,Different,Concept,Concept,After-Use,Concept,After-Use,After-Use,Concept,After-Use,BASES Key-Measures Database,Quintile Analysis,BASES Output - II,Brand A,Brand B,Brand C,Brand D,Brand E,34%,23%,22%,14%,7%,43%,24%,13%,12%,8%,.79,.96,1.69,1.17,.88,Estimated,S.O.V.,Market,Share,Draw,Index,BASES Output - III,Source of Volume Analysis SOVA,Percent of,Product A,Product C,Product D,Product B,Respondents,Best Single Formula,48.7%,37.6%,35.0%,23.9%,Best Two Formulas,74.4%,68.4%,66.7%,65.0%,53.9%,52.1%,Best Three Formulas,90.6%,86.3%,83.8%,75.2%,All Four Formulas,100.0%,Total Unduplicated Reach & Frequency Analysis TURF,BASES Output - IV,ads,work,是AC尼尔森全新推出的一个,广告效力研究方法,，从此改变了旧有的广告研究方法,. 使其更完善,Persuasion,Empathy,Impact,Communication,ADSWORK Concept,But usually they dont.,If would be nice if your TVC did everything,4 dimensions,“EPIC” modelling,adswork,Modelling,key prompted communication points,ease of understanding,visibility of ad,recognition of ad,difference to other ads,likeability of ad,likeability of ad relative to other ads in the category,personal relevance,change of the likelihood of using the brand,reinforce purchase intent & interests,EPIC Exercise,The XXX ads are strong on Empathy & it is persuasive. Lower levels of Communication and Impact.,If this is a “services” ads where “care & protection” were key issue.,Then this ad failed to deliver the key message and there not much of impact to consumers,Key issue is lack of impact and message communications,Ideal Ads,中国零售市场发展状况,中国零售市场总体发展概览,现代零售业态发展状况概览,A,类城市零售市场发展现状和机会分析,2004,年中国零售业发展回顾,Module 1The Changing Retail Industry,There is a continued shift from Traditional to Modern self-service grocery stores.,Grocery Share of Trade in Asia,(除日本外的亚洲地区),The trend we see in Asia is following what has already happened in Europe and the USAEurope: Format evolution,While the trend is the same not all countries end up with the same trade structure,The modern trade continues to gain share in most countries, led by significant growth in Indonesia and Malaysia. In The Philippines the traditional trade outperformed the market,Share of trade for modern self-service outlets,Vietnam,= Hanoi & Ho Chi Minh,India,excludes Villages,Based on FMCG categories tracked by ACNielsen,South East Asia,South Asia,Another key global trend is increasing trade concentration.,Trade concentration within the Modern Trade,Share for the top 5 chains,Based on FMCG categories tracked by ACNielsen,欧洲零售市场集中度很高 In Europe a minimum 50% of sales for the,Top 3 retailers,is now the norm!,In Italy we need 8 retailers to reach 50%,Large internati