非市场人员的市场营销培训.ppt

MarketingOrientation WhatdidyouknowaboutMarketing Whatdoyouwanttoknowfromthisorientation Whatwewillcover WhatisMarketingP GMarketingCustomerMarketingwithP G WhatisMarketing MarketingisabridgebetweenManufacturerandconsumerMarketing6PTheoryProduct 产品 Price 价格 Place 分销 Promotion 促销 Package 包装 PublicRelation 公关 P GMarketing P GMarketingFramework WHOareyourtargetconsumers AssessingTheLandscapeConsumerCompetitionCustomer ShopperCompany Brand WHATshouldtheBrandEquitybeandhowdoestheEquitytranslateintoCommunicationStrategies HOWcanweoptimizeValuePropositionsandMarketingProgramstoacquireandkeeptargetconsumers P GMarketingFramework WHOareyourtargetconsumers AssessingTheLandscapeConsumerCompetitionCustomer ShopperCompany Brand WHATshouldtheBrandEquitybeandhowdoestheEquitytranslateintoCommunicationStrategies HOWcanweoptimizeValuePropositionsandMarketingProgramstoacquireandkeeptargetconsumers Whyistargetingsoimportanttoday BusinessConcentratedandtechnologyimprovesabilitytotarget80 ofTidesalesfrom18 ofHHIncreasedfragmentationofconsumerneeds Whyistargetingsoimportanttoday con d MDOscaleopportunitiesHeightenedneedtoincreasereturnonMSA P GMarketingFramework WHOareyourtargetconsumers AssessingTheLandscapeConsumerCompetitionCustomer ShopperCompany Brand WHATshouldtheBrandEquitybeandhowdoestheEquitytranslateintoCommunicationStrategies HOWcanweoptimizeValuePropositionsandMarketingProgramstoacquireandkeeptargetconsumers BrandEquity Whatyourbrandstandsforinconsumers mind YourBrand sDNA Thestrategicideasandexecutionalelementsthatsetyourbrandapartfromcompetitionintheheartsandmindsofyourtargetconsumers ProvidesFocusandInspirationforallP GFunctionsandAgencies EQUITY ForMarketing EquityDecisionsProvideDirectionforallCommunications PR In StoreMarketing TV Product Packaging EQUITY Website OverallEquityExamples FunFamilyEntertainment Fun HonestLittleCar Beetle BrandEquity BeyondFunctionality 3DMARKETING FunctionalBenefits Productperformance includingvalue Process ExperienceBenefits Easyaccesstoinformation simplifieddecisionmaking convenient pleasurabletransactions etc onestopshopping 7 11 RelationshipBenefits Benefitswhichaccruetoconsumersasaresultofongoingtwo wayinteraction dialoguewithaBrand P LadderingUptoEmotionalBenefits Explorehowfunctional experience andrelationshipbenefitsladderuptoemotionalbenefitssoyourBrandcanfulfillabroaderroleinyourtarget slife EmotionalExamples Safeguard Helpmumbecomeagoodmum Rejoice Confidencetopresentyourbestselftotheworldandmakeyourownchoices P GMarketingFramework WHOareyourtargetconsumers AssessingTheLandscapeConsumerCompetitionCustomer ShopperCompany Brand WHATshouldtheBrandEquitybeandhowdoestheEquitytranslateintoCommunicationStrategies HOWcanweoptimizeValuePropositionsandMarketingProgramstoacquireandkeeptargetconsumers The7Touchpoints Brands experiences solutionsandrelationshipsRelationshipbuildingisajourney ConsumersdefineBrandsasasumofallexperiences Deliveridealexperiencesateverytouchpoint Consistentexecutionacrossthe7touchpoints AwarenessExperience BrowsingExperience PurchasingExperience UsageExperience RememberingExperience RepurchasingExperience AdvocacyExperience HOWPowerQuestion CanyourBrandimprovethevaluepropositionbydelightingconsumersacrossmultipleTouchpointsandBenefitDimensions MarketingPlanKeyConsiderations ReachconsumerswhenandwherereceptiveAllrelevanttouchpointsLeverageallsourcesofcommunicationDirecttoConsumer3rdPartyRetailerConsiderwiderangeofvehicles investinfewwithhighestleverage AscendChina OutstandingBrandingatMultipleTouchpoints HOWPowerQuestion Areallplanelementsworkingtogethertobuildequity CommunicationviaRetailer HOWPowerQuestion Areyouleveragingallrelevantsourcesofcommunication DTCInfluencerRetailer CustomerMarketingwithP G LeveragetheequityofwellknownP Gbrandstocommunicateyourequityandbuildawareness trial loyaltyamongChineseshoppers WhatCustomerMarketingIS Programdevelopedwithcustomers notforthemEquitybased notpricedrivenOpportunitytoleverageP G smarketingcorecompetenciesandcustomer sabilitytoexecuteatthepointofsaletobuildmutualbusiness WhatCustomerMarketingisNOT Tacticaljointpromotions e g onpackpromotions bundlepacks Moremoneytofundlowerpricing KeytosuccessfulCustomerMarketing Consumer shopperUnderstandingP G CustomerAlignedStrategiesNew UniqueMarketingToolsCustomerOwnershipFlexibility CustomizationDevelopingprogramswithourcustomersnotforthem ExecutionalGuidelines P Gandcustomermusthaveupfrontalignmentonobjectives strategiesforprogramProgrammustbeequitybased Notpricedrivenpromotions Customermarketingmoniesareabudgetavailabletobepaidtoagenciesformarketingservices execution notafundpaiddirectlytocustomer ExecutionalGuidelines con d Mustbuildcustomer P GbusinessesMerchandisingofP GparticipatingbrandsrequiredCompetingbrandstoP GcannotparticipateCo ownedbycustomer P G BuildYourBusinesswithP Gbrandsby AttractingmoreshopperstoyourstoresHavingcurrentshoppersspendmoreIncreasingshopperloyalty MarketingOrientation That sTheEnd SimonHo