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差異化行銷

差異化行銷. 差異化行銷. 差異化行銷是要說明五項行銷基本事實 人口統計分析不再是唯一區隔的原則 所有的消費者都創造不同的價值 一 個品牌最好的顧客也就是 一 個品牌最好的潛在顧客 所有的高利潤消費者創造不同的價值 所有的消費者應該有不同的待遇. High. Medium. Low. No-Profit. 利潤區隔. “ 人口統計分析 不再是唯一區隔的原則“. #1. “Women 18-49”. 如何定義一個高利潤購買者 ?. 根據他們的 購買行為 而不是人口統計分析. Yogurt High-Profit Buyers.

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差異化行銷

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  1. 差異化行銷

  2. 差異化行銷 • 差異化行銷是要說明五項行銷基本事實 • 人口統計分析不再是唯一區隔的原則 • 所有的消費者都創造不同的價值 • 一個品牌最好的顧客也就是一個品牌最好的潛在顧客 • 所有的高利潤消費者創造不同的價值 • 所有的消費者應該有不同的待遇

  3. High Medium Low No-Profit 利潤區隔

  4. “人口統計分析 不再是唯一區隔的原則“ #1

  5. “Women 18-49”

  6. 如何定義一個高利潤購買者? 根據他們的購買行為 而不是人口統計分析

  7. Yogurt High-Profit Buyers They buy a lot of yogurt. They buy a lot of the brand. They could buy even more of the brand.

  8. An Universal Phenomenon 75% Sales 33% Buyers

  9. ”所有的消費者 都創造不同的價值“ #2

  10. Defining the High-Profit Segment Sales & Profit Sales & Profit Frequently purchased = Buy the most Frequently purchased = Buy the most Considered purchase = Buy the soonest Considered purchase = Buy the soonest

  11.  ”品牌最好的顧客 也是品牌最好的潛在顧客 #3

  12. FMCG Loyalty Spectrum Not Aware Sole Buyer Average Share of High-Profit Customer 31% to the brand 69% to the competition Source: MRCA, 1992

  13. ”所有的高利潤消費者 創造不同的價值“ #4

  14. “所有的消費者 應該有不同的待遇“ #5

  15. u - d i B l n d a i r n g B High Medium Low No-Profit #5 “Differential Marketing”

  16. “Information is the driver, involvement is the catalyst.”

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