目标顾客群的零售模式(ppt 36页)

目标顾客群的零售模式目录：
1 - Identify Target Household “确定目标顾客群”
2 - Establish Core Competency “构建核心竞争力”
3 - Define Value Propositions “定义并传达价值命题”
4 - Create Shopper Offering “围绕顾客群创建商品组合”
5 - Establish Corporate Roles, Tactics, Measures “确定总体角色, 策略, 衡量标准”
6 - Shopper Offering Assessment “评估商品组合”
7 - Create Shopper Offering Business Plans “创立商品组合的业务发展计划”
8 - Assess Shopper Value Proposition Effectiveness“定期评估价值命题的有效性”

 

目标顾客群的零售模式内容提要：
Young families versus elderly or single consumers
Higher basket size and higher frequency
Buy products with higher margin
Have more likely Internet access(allows Internet only model, which is significantly cheaper    than mixed model)
Elderly mainly by heavy/bulky products (lower profit) via CD and purchase products with higher margin in store (socializing)
Easier to upsell with “high potential” target consumer
Concept Testing: Concept appealed to 80% of target group - going outside the target, appeal goes down to 50%

..............................