市场分析框架课件.ppt

1、THE P&G MARKETING FRAMEWORKLisa HillenbrandLeonora PolonskyMarketing Knowledge&InnovationAgendaWorkshop PurposeProvide 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.

2、an understanding of how your work relates to other decisions/activities on the Brand globally,regionally,and locally.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 FrameworkHOWWHAT-Target-

3、Prime Prospects-Value Proposition-Marketing Plans-Brand Equity-Communication StrategyWHOAssessing the landscapeNicorette Case StudyNicoderm CQIt is Not/It isIT IS an integrated view of proven and emerging/innovative tools an assessment tool,a guide for thinking,IT IS NOT a black box to solve marketi

4、ng problems,a formulaic answer,the latest trend report on breakthrough new marketing tools and flavor of the monthDevelopment Approach Marketing Knowledge&Innovation A User Council MDs of all GBUs/MDOs Agency Reps Focus groups and 1:1 with BMs/ABMs PRIDE leadership input Support from GBU heads/Presi

5、dentsSleep Loss QuestionsWhat about your Marketing Strategy and Plan is keeping you up at night?HOWWHAT-target-prime prospects-Value Proposition-Marketing Plans-Brand Equity-Communication StrategyWHOP&G MARKETING FRAMEWORK-Target-Prime ProspectsAssessing the landscapeAssessing the landscapeP&G MARKE

6、TING FRAMEWORKHOWWHAT-Value Proposition-Marketing Plans-Brand Equity-Communication StrategyWHO-target-prime prospectsWHO 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

7、positioned to meet Delivers sufficient NOS/profit to 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 significan

8、t opportunity(e.g.Vicks&Seniors)Shadow Target:Consumers 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 needsWhy is Targeting so I

9、mportant Today(cont)?Target CriteriaApplicationRight to WinClear and SpecificDelivers ObjectivesIdentifiable and ReachableHow does your current target measure up vs.criteria?BayerIamsOpportunities to Increase NOS/Profit Among YourTargetPrice/Value ReframingJust One More(Expanding Usage)“I dont know

10、the key to success,but the key to failure is trying to please everybody.”Bill CosbyWord Of WisdomContradictory Word Of WisdomA good target does NOT necessarily mean a narrow target!Can narrowing or broadening your target deliver stronger results?WHOPower QuestionSome Leads For Strengthening Target D

11、efinition:Combining data across different variables:geographic,demographic,psychographic,behavioral/need based=End up with a targets definition that is both MEANINGFUL and ACTIONABLE.Leveraging state-of-art consumer understanding techniques storytelling,home visits,bootcamps,day-in-the lifeUnderstan

12、ding the targets DCE beyond functionality experience,process,relationshipApplicationIs your brand uniquely qualified to deliver your targets DCE(Desired Consumer Experience)?Consider fit between target and equity/value propositionPrime Prospects DefinitionSubsets within the target with highest growt

13、h potential.Prime Prospects Can Be.Entry Point ConsumersHeavy Category UsersTop ProspectEarly Adopters/Chat LeadersWho Are Some Prime Prospects Within Your Target?ApplicationEntry Point ConsumersHeavy Category UserTop ProspectsEarly Adopters/Chat LeaderWHOPower QuestionAre you reaching and convertin

14、g your Prime Prospects?AT&TMolsonWHO Action StepsEvaluate Strategic TargetStrongFocus on Prime ProspectsNeeds ImprovementRework TargetAdditional Tools/Resources on mNetiEvaluating Strategic TargetiIdentifying SegmentsiConfirming Business PotentialiChoosing Prime ProspectsiCase StudiesP&G MARKETING F

15、RAMEWORKHOWWHAT-Target-Prime Prospects-Value Proposition-Marketing Plans-Brand Equity-Communication StrategyWHOAssessing the landscapeAssessing the landscapeP&G MARKETING FRAMEWORKHOWWHO-Target-Prime Prospects-Value Proposition-Marketing PlansWHAT-Brand Equity-Communication.StrategyWHATWhat should t

16、he Brand Equity be and how does it translate into the Communication Strategy?Brand Equity should NOT be changed lightly or frequentlyBrand 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

17、 Key ElementsStrategic 1.Overall Equity 2.Strategic Equities(mainly benefits,can be RTB)3.Brand CharacterExecutional 4.Executional Properties 5.Visual IdentityProvides Focus and Inspiration for all P&G Functions and AgenciesEQUITYFor Marketing,Equity Decisions Provide Direction for all Communication

18、sPRIn-Store MarketingTVProductPackagingEQUITYWebsite1.Overall Equity*Some agencies call this Brand Essence,Brand 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 mor

19、e than competition.*Overall EquityOverall Equity“Fun Family Entertainment”“Ultimate Driving Experience”WHATPower QuestionIs your brands Overall Equity Statementinspirational,crisp and memorable?2.Strategic Equity Definition Building blocks toward the overall equity statement and which you want your

20、Brand to stand for over time.Strategic Equities INCLUDEBenefits(functional,experiential,relationship,emotional)Reasons To Believe3.Brand CharacterAlso drives preference Plays important role in creating emotional connection.Avoid long,complex character statements.The unique long-term personality,imag

21、e or attitude of the Brand Brand CharacterBrand Character“Clever,light hearted,irresistible”Youthful in spirit,upbeat,and uninhibited.Unabashedly optimistic.Straight shooter,savvy,spontaneously fun.Brand CharacterWHATPower QuestionIs my Brand Character distinctive in its category,choiceful and inspi

22、rational?ApplicationIs your overall equity statement,inspirational,memorable and crisp?Does it uniquely speak to the targets DCE?Is it distinctive?4.Executional PropertiesMarketing elements with long-term stature,in market pedigree and strong consumer identification with the Brand.(an icon,a selling

23、 line,imagery,music)Examples?5.Visual identityThe distinctive and consistent visual expression of the Brand by which consumer instantly recognizes and connects to the Brand.SANO EXAMPLE(Equity Statement)Making Equity DecisionsA deep,first-hand understanding of the target,the brand,the competitionUsi

24、ng the available tools(BEM,Equity strengths analysis,perceptual maps,Need/Gap analysis)The right balance between common global equities and regional/local differences if need beGlobal vs.Local ConsiderationsAdvantages of Common Global:Economies of scale,access to best resources,media spillover,simpl

25、icityHowever,common isnt always best:ilocal efforts less costly,global leads to lowest common denominator,iShare differences(Ford)iBrand Equity differences(Honda)iPre-empted positions(Cadbury)iConsumer differencesCommunication StrategiesTranslation of strategic Brand Equity elements into focused,pre

26、cise strategies.Long-term,ensure consistent execution of Brand Equity in marketing communications.Communication Strategies INCLUDEStrategic MatrixOverall EquityBase BrandVariant 1Variant 2BenefitReason to BelieveBrand Character(This should be a direct lift from the Brand Equity document.)SANO EXAMPL

27、E(Communication Strategy)WHATPower QuestionBrand Equity Additional ConsiderationsBeyond FunctionalityLaddering upBeyond FunctionalityP CopySaturn CopyLaddering Up to Emotional BenefitsEmotional BenefitsHallmarkBMWKodakApplicationShould your chosen equities go beyond functionality to include experien

28、ce,relationship and/or emotional dimensions?A Broader Role in the Targets LifeGladeWHAT Action StepsBrand Equity“Audit”-right choices?-expressed well?StrongEnsure Translation to all Communication StrategiesNeeds ImprovementRework EquityYour GM has asked you about your insights on brand equity and ideas for your brand.What insights would you share?ApplicationAdditional Tools/Resources on mNetiMaking Equity Decisions (Tools/Approaches)iTemplates(Brand Equity and Communication Strategy)iGuidelines for Brand Equity AuditsiExamples/Case StudiesiFrequently Asked Questions