RolandBerger罗兰贝格战略性品牌管理工具-消费者价值分析会员免费

1战略性品牌管理工具Strategic Brand Management by Roland Berger 介绍Roland BergerStrategic Brand Development Group北京, March 2004

2罗兰贝格公司的品牌理念The Roland Berger philosophy of brands

3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1)品牌的价值构成品牌的价值构成全部营销组合 (全部 4 P's)全部营销组合 (全部 4 P's)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What's in a name?That which we call a roseby any other namewould smell as sweet- Juliet by William Shakespeare -What's 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共同的价值共同的价值Momentsof truthMomentsof truth

4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市场非用户市场非用户Source: Roland Berger - Strategic Brand Development GroupProductPromotionPricePlace品牌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的流失非用户

5Source: Roland Berger - Strategic Brand Development GroupThe branding approach in a specific industry is determined by the consumer's "Freedom of Choice" and "Reconsideration Frequency"Freedom of ChoiceReconsiderationFrequencyBanksPorcelainAirTravelLowHighLowHighTV"Throughput"Speed of people throughthe brand user base- Inflow/Outflow -"Throughput"Speed of people throughthe brand user base- Inflow/Outflow -Min Max CarsInternetSoftdrinksGas StationsInsurancesCredit CardsEnergyCigarettesFast FoodFixed NetSupermarketsMail OrderMobile PhonesNewpaperTrainsHealth CareSugarCoffeeFruits

6战略性品牌管理工具Strategic Brand Management by Roland Berger

7A 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 people's perspective?i.e. what are the brand's 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...