市场营销 品牌管理工具 消费者价值分析

1战略性品牌管理工具战略性品牌管理工具Strategic Brand Management by Roland Berger 介绍介绍Roland BergerStrategic Brand Development Group北京北京,March 20042罗兰贝格公司的品牌理念罗兰贝格公司的品牌理念The Roland Berger philosophy of brands3消费者的价值搜寻消费者的价值搜寻消费者将根据收到的品牌的价值陈述来评估对自身的消费需求的满足程度消费者的价值搜寻消费者的价值搜寻消费者将根据收到的品牌的价值陈述来评估对自身的消费需求的满足程度价值构成的接收价值构成的接收消费者通常通过品牌的“外表”，即通过全部的营销组合以及品牌的使用者群体来了解品牌的价值构成价值构成的接收价值构成的接收消费者通常通过品牌的“外表”，即通过全部的营销组合以及品牌的使用者群体来了解品牌的价值构成品牌是一组价值的陈述：只有消费者对品牌的感知与其自身的价值体系相吻合时，消费者才会做出积极的购买行为品牌是一组价值的陈述：只有消费者对品牌的感知与其自身的价值体系相吻合时，消费者才会做出积极的购买行为1)品牌的价值构成品牌的价值构成品牌的价值构成品牌的价值构成全部营销组合(全部 4 Ps)全部营销组合(全部 4 Ps)品牌名称、符号品牌名称、符号品牌的使用者群体品牌的使用者群体VPVP消费者行为消费者行为动机动机Whats in a name?That which we call a roseby any other namewould smell as sweet-Juliet by William Shakespeare-Whats in a name?That which we call a roseby any other namewould smell as sweet-Juliet by William Shakespeare-VSVS消费者的价值体系消费者的价值体系消费者的价值体系消费者的价值体系1)从某种意义上而言，品牌的价值陈述对消费者的满足程度越高，消费者也就越忠诚于该品牌和/或购买的越频繁1)从某种意义上而言，品牌的价值陈述对消费者的满足程度越高，消费者也就越忠诚于该品牌和/或购买的越频繁Source:Roland Berger,William Shakespeare 接受或不接受一个品牌接受或不接受一个品牌购买决策购买决策购买决策购买决策共同的价值共同的价值Momentsof truthMomentsof truth4正如开正如开PARTY需要向正确的客人发出邀请那样，品牌的成功也需要选择适合的用户群需要向正确的客人发出邀请那样，品牌的成功也需要选择适合的用户群市场市场非用户非用户市场市场非用户非用户Source:Roland Berger-Strategic Brand Development GroupProductPromotionPricePlace品牌品牌得到品牌用户得到品牌用户新的品牌用户Market Share品牌用户品牌用户品牌用户品牌用户品牌用户的流失品牌用户的流失非用户5Source:Roland Berger-Strategic Brand Development GroupThe branding approach in a specific industry is determined by the consumers Freedom of Choice and Reconsideration FrequencyFreedom of ChoiceReconsiderationFrequencyBanksPorcelainAirTravelLowHighLowHighTVThroughputSpeed of people throughthe brand user base-Inflow/Outflow-ThroughputSpeed of people throughthe brand user base-Inflow/Outflow-Min Max CarsInternetSoftdrinksGas StationsInsurancesCredit CardsEnergyCigarettesFast FoodFixed NetSupermarketsMail OrderMobile PhonesNewpaperTrainsHealth CareSugarCoffeeFruits6战略性品牌管理工具战略性品牌管理工具Strategic Brand Management by Roland Berger7A brand strategy must result in a conclusive,focused and efficient marketing mix and must be economically viableSource:Roland Berger-Strategic Brand Development GroupWhat is the actual position of a brand from the peoples perspective?i.e.what are the brands Actual Value Perception,Projection,Delimiter in the competitive environmentWhat ideal target position should the brand take in the competitive environment?i.e.the optimal Target Value Proposition and Target Segment that is strategically differentiated from the competitionWhat is the most effective brand strategy to reach the ideal brand position?i.e.the Road Map to Target Value Proposition,including mile stones from actual to target position of a brandWhat are corresponding measurements for the entire marketing mix?i.e.the detailed action plan for a consistent adaptation of the entire marketing mix What are the costs involved and what is the impact on the business plan?i.e.the cost of re-positioning and effect of brand strategy on revenues,margin and profitabilityStrategic Brand Management by Roland Berger8Roland Berger has developed a unique platform the rb Profiler for the entire strategic brand development processSource:Roland Berger-Strategic Brand Development GroupE+RQ!Brand Sway Past Projection Brand Sway Past Projection Marketing MixMarketing MixPeoplePeopleCompetitionCompetitionActualValue PerceptionActualValue Perception Product,Packaging Price Place,POS Promotion,Pull/Push Product,Packaging Price Place,POS Promotion,Pull/PushDiagnosis toolTranslate brand sway into rb Profiler-Language Market driver,trends Market driver,trendsStrategyOption IOption IIOption IIIStrategyOption IOption IIOption IIIStep 1 Step 2 Step 3 +-Step 1 Step 2 Step 3 +-TVPTranslate brand strategy into Marketing-MixBrand BBrand CStrategyRoad map to TargetStrategyRoad map to TargetExecution Detailed Action PlanExecution Detailed Action PlanProduct Product Price Price Place Place Promotion Promotion E+RControlling toolPVPBrand Position(AVP)AVPACompetitors PositionBCDEArchetype SegmentsTargetValue PropositionTargetValue PropositionStrategy tool123456789The basic rules for warfare apply to strategic brand management 3Selection of site for armed conflict according to own strengths1Innovations in intelligence and weaponry4Concentration of forces6High priority of organization and communication between generals and the individual battalions5Close coordination of strategic goals and resources2Element of surprise-breaking the rulesActual SituationTargetPositionSource:Sun Tzu,Xenophon,Cesar,Machiavelli,Clausewitz,Moltke10消费者的需求心理分析消费者的需求心理分析19个基本的价值元素个基本的价值元素The Rosebud Project the 19 words in the consumer vocabulary11更少消费表示集中和有限的需求更少消费表示集中和有限的需求更少消费更少消费更少消费更少消费更多消费表示需求最大化更多消费表示需求最大化更多消费更多消费更多消费更多消费人消费者的需求和价值取向可以从消费欲望的强烈程度以及需求的理性人消费者的需求和价值取向可以从消费欲望的强烈程度以及需求的理性/感性两个角度去理解感性两个角度去理解产品和服务必须有感受的诉求，如乐趣和道德产品和服务必须有感受的诉求，如乐趣和道德感性需求感性需求感性需求感性需求理想需求理想需求理想需求理想需求产品和服务必须满足衡量标准，如质量、价格产品和服务必须满足衡量标准，如质量、价格Source:Roland Berger-Strategic Brand Development Group需求极PeopleValuesPeopleValue