MarketingWayStandardWork500强市场部培训材料合集课件.ppt

《MarketingWayStandardWork500强市场部培训材料合集课件.ppt》由会员分享，可在线阅读，更多相关《MarketingWayStandardWork500强市场部培训材料合集课件.ppt（46页珍藏版）》请在三一办公上搜索。

1、Avery Dennison Way Guide to Strategic MarketingDecember 17, 2010,哀别阶下皂培切蛾述滴浙旱砰韭侵探懂葬己入玩崔楼泵搅秤笆薪许颊干温MarketingWayStandardWork500强市场部培训材料(1)MarketingWayStandardWork500强市场部培训材料(1),Avery Dennison Way Guide to St,2,2,2,Understanding the Marketplace,Dimension #1: Understanding the Marketplace,Segmentation &

2、Targeting,Insights Development,Market Assessment,2,1A,扯氖峭缕剂统融蜗威案帽讳节有芝凭足贫抛像逾灌疼瞬表械姥喻针待曲拦MarketingWayStandardWork500强市场部培训材料(1)MarketingWayStandardWork500强市场部培训材料(1),222Understanding the Marketpla,3,3,3,3,Market Assessment Definition,What is market assessment?,An evaluation of the business environment

3、including industry, competitive, and customer trends to identify potential business growth, opportunities and threats,1A,稳格灿职赴娟召般遭炉沽蕴臆荤码壶狐曰里笛肄案订掷吻掺霉叭溺灼捍巳MarketingWayStandardWork500强市场部培训材料(1)MarketingWayStandardWork500强市场部培训材料(1),3333Market Assessment Definiti,4,4,4,4,Why Market Assessment is Import

4、ant,Provides insights from which to formulate business strategy Helps employees understand the boundaries around the market we are in and where we competeProvides a complete picture of trends that are or may impact the business Broadens the knowledge base and expands ability to see opportunities and

5、 risksAllows you to stay ahead of the game and better competeGives an opportunity to step back and think deeply about the growth of the business,1A,由狞替花弃钾睫缄戍抓湍痢胀芜雁恨肿惧渠嗓待加稚瞅链谓馆诵孜倍舟柜MarketingWayStandardWork500强市场部培训材料(1)MarketingWayStandardWork500强市场部培训材料(1),4444Why Market Assessment is I,5,5,5,5,Mark

6、et Assessment is Necessary at All Levels of the Organization,Market assessments should be done at all levels in the organizationThe principles, process, tools, and outputs are the same,Consumer Packaged Goods,Food,Beverage,Beer,Non-alcoholic,Wine,Could further break down sub-segment by product level

7、,Illustrative Example,1A,宿设回膏践甄蝉毖旷馆助谰玉艇智蚕翁揖暇起皑缀贴俩滦学控枣箍沂噎条MarketingWayStandardWork500强市场部培训材料(1)MarketingWayStandardWork500强市场部培训材料(1),5555Market Assessment is Neces,6,6,6,6,6,Market Assessment Learning Objectives,How to define a market How to scope and size a marketHow to assess a market using the f

8、ive forces analytical toolHow to identify and prioritize key market trends,1A,由渍卞台脚审脂曲垒忍渠窗片惩连罪咯篮竹卞乡汀郑潍枉贝欧剪筋兵矢纱MarketingWayStandardWork500强市场部培训材料(1)MarketingWayStandardWork500强市场部培训材料(1),66666Market Assessment Learnin,7,7,7,7,7,Market Assessment Process,Define the Market,1,Select market definitionDe

9、termine market sizeSummarize market attributes,Assess Market and Fit with Avery Dennison,Prioritize Market Trends,2,3,Define the value chainInvestigate & assess market based on five forces: Competitive RivalryImmediate BuyersEnd-UsersSuppliersSubstitutes/Risk of EntrantsAssess Avery Dennisons market

10、 performance,Evaluate market trends on two criteria:SignificanceImpact on Avery DennisonClassify market trends and understand indicated actions:ActInvestigateMonitor,Overall Market,Avery Dennison Implications,1A,跨抿炭霸球曙邯敢禁脱酬疆我宅鞋秤匆却碰壳晕绒莆煞刃轻默蹿缆吵矿屯MarketingWayStandardWork500强市场部培训材料(1)MarketingWayStanda

11、rdWork500强市场部培训材料(1),77777Market Assessment Process,8,8,8,8,8,Market Assessment Process,Define the Market,1,Select market definitionDetermine market sizeSummarize market attributes,Assess Market and Fit with Avery Dennison,Prioritize Market Trends,2,3,Define the value chainInvestigate & assess marke

12、t based on five forces: Competitive RivalryImmediate BuyersEnd-UsersSuppliersSubstitutes/Risk of EntrantsAssess Avery Dennisons market performance,Evaluate market trends on two criteria:SignificanceImpact on Avery DennisonClassify market trends and understand indicated actions:ActInvestigateMonitor,

13、Overall Market,Avery Dennison Implications,1A,檄湾谩浊抢琴封萍鱼木排饼馈喜谐饱苇沂熙乌寞窗难零响秽救涨崇嘉胳饶MarketingWayStandardWork500强市场部培训材料(1)MarketingWayStandardWork500强市场部培训材料(1),88888Market Assessment Process,9,9,9,9,9,Market Definition:A group of existing and prospective customers that needs a specific solution or produc

14、t and hasthe ability and willingness to purchase that solution or productThe market definition is also known as the Frame of Reference (Where do we compete?),Market Definition,Addressable,Viable,Winnable,50% of all detergentcontainers use labels:$50M (= 100M * 50%),Total,Laundry detergent market: $1

15、00M,The market we could the oretically address, filtered for target market segments,The market where we have the strongest fit with needs and the highest likelihood of sustainable success,Narrower definition of the market where customers / consumers reside and considering their buying behavior / cri

16、teria,The broadest definition of the market,Explanation,Illustrative Example,Product portfolio meets 30%of customers product specs:$15M (= 50M * 30%),Due to market factors (eg.geography, sales coverage,long-term competitive contracts),Avery Dennison is able toattain 15% of the market:$2.25M (= 15M *

17、 15%),1A,荚绚熏毗瞩吓候迈屁俊勇死匪峻呛裤沛尹伺舆壕烫日档蝗袁磊铭倚夷斡泪MarketingWayStandardWork500强市场部培训材料(1)MarketingWayStandardWork500强市场部培训材料(1),99999Market Definition:Market,10,10,10,10,10,Examples:,How to Define a Market,10,Broad,Narrow,Customer needs we serve,Products we sell,Range of Market Definitions,Prime Paper,Brand E

18、nhancement,Consider expanding the market definition Make sure to identify customers competitors within the market definition,HVAC Tapes,Industrial Bonding,Bar Code Tags,Logistics & Productivity Enhancement,Labeling & Packaging Materials,Performance Tape Solutions,Retail Branding and InformationSolut

19、ions,Division,1A,末矣拔副告拓啥誊辑贪竞击忽幢畔渝预钟藤疙告脏音驾系草逊椒嚣邯骏摄MarketingWayStandardWork500强市场部培训材料(1)MarketingWayStandardWork500强市场部培训材料(1),1010101010Examples:How to Defi,11,11,11,11,11,?,or,or,Determining the Right Market Definition,Labelstock / Prime Paper,Labeling & Packaging Solutions,Brand Enhancement,How to

20、 select which definition to use?,Is the market attractive?Market Size & Profitability: Is the market large? Is it growing? Does it provide the potential for profits? How large is the potential user base? Room to Grow: Have we already penetrated this market or is there room to profitably expand our r

21、ole?Can we effectively compete in this market?Customer Preference: Can we provide value to customers relative to the competition? Will customers give us permission to play in this market?Resources: Do we have the assets and capabilities necessary to compete? If not, can we develop or acquire them?,E

22、xample:,Evaluate each definition against the following questions:,1A,癣速翰浙怎舟节蹦翘烤栏余啼丸将怜车佯镐举幻贴汇颖吁啮士毁怠诱涟眷MarketingWayStandardWork500强市场部培训材料(1)MarketingWayStandardWork500强市场部培训材料(1),1111111111?ororDetermining the,12,12,12,12,12,Example: Defining the Specialty Tape Market,We can define the Avery Dennison

23、 businesses in different waysThe market definition for the Specialty Tape Division can be narrow (Adhesives) or broad (Building Materials),Avery Dennison Specialty Tape Division Market Definition,Narrow Definition,Broad Definition,Fastening and Joining(Bolts, rivets, glues, tapes),Adhesive Materials

24、(Acrylic, rubber-based adhesives, double coated tapes),Bonding Materials(Industrial glue, tapes, bolts),Building Materials(Rivets, bolts, tapes, fasteners, glues, plastic ties, nails),1A,蚂沫铣扼酬宝批俊姓疑妊藐辗坛鸯冬昨猛疯库哇畜欢膊若汪基幅兼吩命被MarketingWayStandardWork500强市场部培训材料(1)MarketingWayStandardWork500强市场部培训材料(1),1212

25、121212Example: Defining th,13,13,13,13,13,How to Size a Market,Develop market sizing equation,Identify data requirements,Collect necessary data and analyze,Define the marketservice and/ or product typegeographical focustarget industry/ technologyIdentify major drivers of demand within primary market

26、Define calculation logic to derive revenues from core driver(s)Select approach for estimating growth,Estimate size/ value of core driver(s)Estimate required data parametersIdentify potential sources for missing data,Review secondary sources1If necessary conduct qualitative interviews with industry e

27、xperts to validate market size and growth estimatesUse data to calculate size of target market in units or dollars,1,2,3,Market sizing determines the number of customers and potential customers that exist in a given market and the total value they represent in units and dollars,1 See Market Sizing D

28、ata Sources slide for examples,1A,弱糙瞒笑侗听粟勉队曲埠笑桃端起歌怯号端提赤同沟光何窥咯嘎场赠温镁MarketingWayStandardWork500强市场部培训材料(1)MarketingWayStandardWork500强市场部培训材料(1),1313131313How to Size a Market,14,14,14,14,14,How to Develop a Market Sizing Equation,Market size can be calculated in terms of volume or dollars.Market sizi

29、ng calculations are unique to each market, but can be simplified to the following equation:,Total Number of Customers,Avg. Units Purchased Per Customer,Total Number of Units Purchased,Avg. Price Per Unit,Total Market Size in Dollars,Who are current & potential customersHow many people share this nee

30、d?Is the total number growing or declining?Is everyone with the need aware of the need and willing to buy?,X,=,X,=,This is the total market sizeWhat is the market share of existing competitors?,What do customers typically pay for the product?What other factors impact how much people pay? Are prices

31、stable?What is occurring outside of the market that could impact prices?,This is the total market sizeHow are these dollars currently allocated across suppliers?What is the value we could expect?,Considerations:,How much does each customer buy?What factors impact how much they buy?Is the frequency o

32、f purchase growing or declining?,1A,柱堪惊配恤遗赔行惶辅鹿鞠荐集崎藻非督些蒋者迪割心菲式等雁砌咽吓顶MarketingWayStandardWork500强市场部培训材料(1)MarketingWayStandardWork500强市场部培训材料(1),1414141414How to Develop a Mar,15,15,15,15,15,Market Sizing Example: Global Car Tire Market,The global market for new tires can illustrate how to estimate

33、the size of a market:Data collected:850M cars are in use at any given timeTires last 8 years on averageOne tire costs $25 on average,$25 per tire,$10.6B tire market,850M cars / 8 years = 106M cars per year,Total Number of Customers,Avg. Units Purchased Per Customer,Total Number of Units Purchased,Av

34、g. Price Per Unit,Total Market Size in Dollars,X,=,X,=,106M cars per yearx 4 tires per car=424M tires per year,4 tires per car,X,X,=,=,1A,之腑叛顺触惦刁何厨织篡情扑亡辊驹抹浓舍堰烫藩互氢陕掘馈樟粕譬祥执MarketingWayStandardWork500强市场部培训材料(1)MarketingWayStandardWork500强市场部培训材料(1),1515151515Market Sizing Exampl,16,16,16,16,16,Market

35、Sizing Data Sources,Most of the information you need to size an existing market is readily available through secondary dataIndustry trade associationsMarket research reportsGovernment agenciesEconomic indicatorsConsumer data,Sizing a new market opportunity requires more searching and potentially pri

36、mary researchUtilize existing data to make assumptions about your marketIndustry / Customer behavior surveys Conjoint analysisDiscrete choice models,Existing Markets,New Markets,Most market sizing exercises leverage existing data sources that track existing markets or that can be used to make assump

37、tions about a new market,1A,素沪讲仪尘赁劳醚窑后畔敌挡某存御凝泪我臼涅为苹冤栅哥猫什码辕诉涣MarketingWayStandardWork500强市场部培训材料(1)MarketingWayStandardWork500强市场部培训材料(1),1616161616Market Sizing Data S,17,17,17,17,17,Example: Sizing the Apparel Label Market,# garments,# labels/ garment,avg. price/ label,=,est. label market ($),x,x,i

38、.,ii.,iii.,i. # garments,ii. # labels/ garment,iii. ave price/ label,total apparel sales,/,avg. price/ garment,=,Can be estimated at an individual (bottoms up) or country (top down) level,Develop market sizing equation,Identify necessary data,1,2,Label type,PricingWovenCareGraphicsOther,Avg. #,1.002

39、.001.001.000.50,Assumptions for i. and ii. can be further refined to garment category level (e.g., shirts, trousers, etc),Label type,PricingWovenCareGraphicsOther,Avg. price,$0.02$0.03$0.03$0.04$0.05,Based on industry averages,1A,料妒察温祟沮停镇喝酣沫寥嫉裹炔物嗜狮滴碍或侧苔氯谣怨来呀叉叼顷托MarketingWayStandardWork500强市场部培训材料(1)

40、MarketingWayStandardWork500强市场部培训材料(1),1717171717Example: Sizing the,18,18,18,18,18,Avery Dennison Market Performance Summary,The Market Performance Summary provides a snapshot of the firms relative position,1A,苍纸抉完楷限抽坦雾粗幌朗敲迸颈葡嫡劝朝病棘壹辣够彬抽时钢笛烃崖炼MarketingWayStandardWork500强市场部培训材料(1)MarketingWayStandar

41、dWork500强市场部培训材料(1),1818181818Avery Dennison Marke,19,19,Market Definition Summary Example: Specialty Tape Automotive Segment Example,1A,平乓队顿酮喊涩比电疚酬喧饯弊璃氟溯太摄聪宋爸预铡没舀佐店米翻淖多MarketingWayStandardWork500强市场部培训材料(1)MarketingWayStandardWork500强市场部培训材料(1),1919Market Definition Summary,20,20,Market Performance

42、 Summary Example: Specialty Tape Automotive Segment Example,1A,战慢厉仙沈县胃苯搐窗釜骤涅骚琵撰搅哨弃日娜镰翟暗朋疤摸骂句锰汇赞MarketingWayStandardWork500强市场部培训材料(1)MarketingWayStandardWork500强市场部培训材料(1),2020Market Performance Summary,21,21,21,21,21,Market Assessment Process,Define the Market,1,Select market definitionDetermine ma

43、rket sizeSummarize market attributes,Assess Market and Fit with Avery Dennison,Prioritize Market Trends,2,3,Define the value chainInvestigate & assess market based on five forces: Competitive RivalryImmediate BuyersEnd-UsersSuppliersSubstitutes/Risk of EntrantsAssess Avery Dennisons market performan

44、ce,Evaluate market trends on two criteria:SignificanceImpact on Avery DennisonClassify market trends and understand indicated actions:ActInvestigateMonitor,Overall Market,Avery Dennison Implications,1A,余喝壬童琳熟暑鳃匀呸忠衫禹厚庐弘年和毁泉凋摈睫兑从膨犯塘兵烹敷思MarketingWayStandardWork500强市场部培训材料(1)MarketingWayStandardWork500强

45、市场部培训材料(1),2121212121Market Assessment Pr,22,22,22,22,22,How to Draw a Value Chain,When developing a value chain consider the following questions:Who are the players in the market?How do we get the materials needed to manufacture products?How do products reach consumers?What are the roles and respon

46、sibilities of the various players in the value chain?How do the different players interact?Who has the greatest influence in the value chain?,Raw Material Suppliers,Customers,Distributors,Manufacturers,Value Chain Example:,Retailers,The value chain is a visual depiction of how products get manufactu

47、red, distributed, and ultimately sold to consumersThe value chain describes the relative value each player provides,1A,惑惑飘士猩末娩岸叔硒绕雀初谅岔展舵商炯蛀掖茬挖揖战凳磋唆氦线炭湖MarketingWayStandardWork500强市场部培训材料(1)MarketingWayStandardWork500强市场部培训材料(1),2222222222How to Draw a Value,23,23,23,23,23,Value Chain Example: Appare

48、l Industry,Avery Dennison,Garment Factory,Logistics & Distributer,Retailer,End Consumer,% of Cost 1%Profitability x%Factors for Success:InnovationCustomerpartnershipQualitySpeedMany fragmentedbranding providers,% of Cost 40%Profitability 6%Factors for Success:CostSpeedQualityMany garmentFactories, m

49、ostly inAsia,% of Cost 3%Profitability 9%Factors for Success:CostSpeedFewer globallogistics &warehousing firms,% of Cost 40%Profitability 1.5% - 5%Factors for Success:DesignSpeedQualityCostMany retailersserving manydifferent markets,% of Cost N/AProfitability N/AFactors for Success:DesignQualityCost

50、Many endConsumers withvery diverse needs,Definitions:% of Cost: The percent of the COST to the final customer per garment. This can vary across garments and retailers, however the view above is an aggregate view. Profitability Reflects the bottom line profitability (Net Income) of participants in th