可口可乐-市场分析框架.ppt

《可口可乐-市场分析框架.ppt》由会员分享，可在线阅读，更多相关《可口可乐-市场分析框架.ppt（79页珍藏版）》请在三一办公上搜索。

1、THE P&G MARKETING FRAMEWORK,Lisa Hillenbrand,Leonora Polonsky,Marketing Knowledge&Innovation,Agenda,Framework OverviewWHO:Targeting&Prime ProspectingWHAT:Creating strong Equities and Communication StrategiesHOW:Developing winning Value Propositions and Marketing PlansAction steps,Workshop Purpose,Pr

2、ovide big picture view of marketing decisions/actions and how they fit together.Enhance capability in the job youre in today via:skill building/tools in the areas you are responsible for.an understanding of how your work relates to other decisions/activities on the Brand globally,regionally,and loca

3、lly.Give all P&G marketers a strong foundation in each of the range of marketing areas you will likely work on during career.,3 Questions At The Cornerstone Of The Framework,HOW,WHAT,-Target-Prime Prospects,-Value Proposition-Marketing Plans,-Brand Equity-Communication Strategy,WHO,Assessing the lan

4、dscape,Nicorette Case Study,Nicoderm CQ,It is Not/It is,IT ISan integrated view of proven and emerging/innovative tools an assessment tool,a guide for thinking,an opportunity to refocus on most critical strategic questions,IT IS NOTa black box to solve marketing problems,a formulaic answer,the lates

5、t trend report on breakthrough new marketing tools and flavor of the month,Development Approach,Marketing Knowledge&InnovationA User Council MDs of all GBUs/MDOsAgency RepsFocus groups and 1:1 with BMs/ABMsPRIDE leadership input Support from GBU heads/Presidents,Sleep Loss Questions,What about your

6、Marketing Strategy and Plan is keeping you up at night?,HOW,WHAT,-target-prime prospects,-Value Proposition-Marketing Plans,-Brand Equity-Communication Strategy,WHO,P&G MARKETING FRAMEWORK,-Target-Prime Prospects,Assessing the landscape,Assessing the landscape,P&G MARKETING FRAMEWORK,HOW,WHAT,-Value

7、 Proposition-Marketing Plans,-Brand Equity-Communication Strategy,WHO are your target consumers?WHO are your prime prospects within the target?,Strategic Target Definition,Consumers who share common needs/preferences(DCE)that our brands are uniquely positioned to meetDelivers sufficient NOS/profit t

8、o meet business objectives,(A.K.A.Primary Target,Overall Target),Other Target Definitions,Prime Prospect:Subset within target with highest growth potential(e.g.POME)Secondary Target(optional):Consumers outside strategic target but represent significant opportunity(e.g.Vicks&Seniors)Shadow Target:Con

9、sumers outside target who buy brand(e.g.women for Marlboro),Why is Targeting so Important Today?,Business concentrated and technology improves ability to target 80%of Tide sales from 18%of HHIncreased fragmentation of consumer needs,Why is Targeting so Important Today(cont)?,MDO scale opportunitiesH

10、eightened need to increase return on MSA,Target Criteria,Right to win?Clear and specific?Identifiable,reachable,and measurable?Deliver business objectives?,Application,Right to WinClear and SpecificDelivers ObjectivesIdentifiable and Reachable,How does your current target measure up vs.criteria?,Bay

11、er,Iams,Opportunities to Increase NOS/Profit Among YourTarget,Price/Value ReframingJust One More(Expanding Usage),“I dont know the key to success,but the key to failure is trying to please everybody.”,Bill Cosby,Word Of Wisdom,Contradictory Word Of Wisdom,A good target does NOT necessarily mean a na

12、rrow target!,Can narrowing or broadening your target deliver stronger results?,WHOPower Question,Some Leads For Strengthening Target Definition:,Combining data across different variables:geographic,demographic,psychographic,behavioral/need based=End up with a targets definition that is both MEANINGF

13、UL and ACTIONABLE.Leveraging state-of-art consumer understanding techniques storytelling,home visits,bootcamps,day-in-the lifeUnderstanding the targets DCE beyond functionality experience,process,relationship,Application,Is your brand uniquely qualified to deliver your targets DCE(Desired Consumer E

14、xperience)?Consider fit between target and equity/value proposition,Prime Prospects Definition,Subsets within the target with highest growth potential.,Prime Prospects Can Be.,Entry Point ConsumersHeavy Category UsersTop ProspectEarly Adopters/Chat Leaders,Who Are Some Prime Prospects Within Your Ta

15、rget?,Application,Entry Point ConsumersHeavy Category UserTop ProspectsEarly Adopters/Chat Leader,WHOPower Question,Are you reaching and converting your Prime Prospects?,AT&T,Molson,WHO Action Steps,Evaluate Strategic Target,Strong,Focus on Prime Prospects,Needs Improvement,Rework Target,Additional

16、Tools/Resources on mNet,Evaluating Strategic TargetIdentifying SegmentsConfirming Business PotentialChoosing Prime ProspectsCase Studies,P&G MARKETING FRAMEWORK,HOW,WHAT,-Target-Prime Prospects,-Value Proposition-Marketing Plans,-Brand Equity-Communication Strategy,WHO,Assessing the landscape,Assess

17、ing the landscape,P&G MARKETING FRAMEWORK,HOW,WHO,-Target-Prime Prospects,-Value Proposition-Marketing Plans,WHAT,What should the Brand Equity be and how does it translate into the Communication Strategy?,Brand Equity should NOT be changed lightly or frequently,If change,provide link back to Brands

18、history,Brand Equity,“Your Brands DNA”The strategic ideas and executional elements that set your brand apart from competition in the hearts and minds of your target consumers.,5 Key Elements,Strategic 1.Overall Equity 2.Strategic Equities(mainly benefits,can be RTB)3.Brand CharacterExecutional 4.Exe

19、cutional Properties 5.Visual Identity,Provides Focus and Inspiration for all P&G Functions and Agencies,EQUITY,For Marketing,Equity Decisions Provide Direction for all Communications,PR,In-Store Marketing,TV,Product,Packaging,EQUITY,Website,1.Overall Equity,*Some agencies call this Brand Essence,Bra

20、nd Territory,Brand Values or Brand Positioning.,An inspirational,crisp and memorable idea that captures what you want your brand to stand for in the heart and mind of your target consumer more than competition.,*,Overall Equity,Overall Equity,“Fun Family Entertainment”,“Ultimate Driving Experience”,

21、WHATPower Question,Is your brands Overall Equity Statementinspirational,crisp and memorable?,2.Strategic Equity Definition,Building blocks toward the overall equity statement and which you want your Brand to stand for over time.,Strategic Equities INCLUDE,Benefits(functional,experiential,relationshi

22、p,emotional)Reasons To Believe,3.Brand Character,Also drives preference Plays important role in creating emotional connection.Avoid long,complex character statements.,The unique long-term personality,image or attitude of the Brand,Brand Character,Brand Character,“Clever,light hearted,irresistible”,Y

23、outhful in spirit,upbeat,and uninhibited.Unabashedly optimistic.Straight shooter,savvy,spontaneously fun.,Brand Character,WHATPower Question,Is my Brand Character distinctive in its category,choiceful and inspirational?,Application,Is your overall equity statement,inspirational,memorable and crisp?D

24、oes it uniquely speak to the targets DCE?Is it distinctive?,4.Executional Properties,Marketing elements with long-term stature,in market pedigree and strong consumer identification with the Brand.(an icon,a selling line,imagery,music),Examples?,5.Visual identity,The distinctive and consistent visual

25、 expression of the Brand by which consumer instantly recognizes and connects to the Brand.,SANO EXAMPLE,(Equity Statement),Making Equity Decisions,A deep,first-hand understanding of the target,the brand,the competitionUsing the available tools(BEM,Equity strengths analysis,perceptual maps,Need/Gap a

26、nalysis)The right balance between common global equities and regional/local differences if need be,Global vs.Local Considerations,Advantages of Common Global:Economies of scale,access to best resources,media spillover,simplicityHowever,common isnt always best:local efforts less costly,global leads t

27、o lowest common denominator,Share differences(Ford)Brand Equity differences(Honda)Pre-empted positions(Cadbury)Consumer differences,Communication Strategies,Critical bridge between Brand Equity and persuasive marketing executions.Translation of strategic Brand Equity elements into focused,precise st

28、rategies.Long-term,ensure consistent execution of Brand Equity in marketing communications.,Communication Strategies INCLUDE,Simple statement of BenefitStatement of Reason to Believe for the benefit(if Brand has one)Statement of Brand Character(a direct lift from Brand Equity),Strategic Matrix,SANO

29、EXAMPLE,(Communication Strategy),Have I faithfully translated my Strategic Brand Equity elements into my Communication Strategies?,WHATPower Question,Brand Equity Additional Considerations,Beyond FunctionalityLaddering up,Brand Equity.Beyond Functionality?,3D MARKETINGFunctional Benefits-Product Per

30、formance,including value.Process/Experience Benefits-Easy access to information,simplified decision making,convenient/pleasurable transactions,etc.Relationship Benefits-Benefits which accrue to consumers as a result of ongoing two-way interaction/dialogue with a Brand.,Beyond Functionality,P Copy,Sa

31、turn Copy,Laddering Up to Emotional Benefits,Explore how functional,experience,and relationship benefits ladder up to emotional benefits so your Brand can fulfill a broader role in your targets life.,Emotional Benefits,Hallmark,BMW,Kodak,Application,Should your chosen equities go beyond functionalit

32、y to include experience,relationship and/or emotional dimensions?,Evoking Memories Fuels Growth,A Broader Role in the Targets Life,Glade,WHAT Action Steps,Brand Equity“Audit”-right choices?-expressed well?,Strong,Ensure Translation to all Communication Strategies,Needs Improvement,Rework Equity,Your

33、 GM has asked you about your insights on brand equity and ideas for your brand.What insights would you share?,Application,Additional Tools/Resources on mNet,Making Equity Decisions(Tools/Approaches)Templates(Brand Equity and Communication Strategy)Guidelines for Brand Equity AuditsExamples/Case StudiesFrequently Asked Questions,