TESCO(乐购市场营销战略)英文PPT课件下载推荐.ppt
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TESCO(乐购市场营销战略)英文PPT课件下载推荐.ppt
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OwnBrandOwnBrandMarketingStrategyMarketingStrategyMarketingStrategyZuzanaHradcovaZuzanaHradcovaZuzanaHradcovaProjectObjectivesProjectObjectivesFindoutIfandHowareTESCOownbrandsseenFindoutIfandHowareTESCOownbrandsseenbyourcustomersbyourcustomersKnowledgeofTESCOownbrandsKnowledgeofTESCOownbrandsUnderstandingofTESCOownbrandsUnderstandingofTESCOownbrandsLuxuryrangeacceptanceLuxuryrangeacceptanceCommunicationchannelsCommunicationchannelsExpectedrangeExpectedrangeProposeamarketingstrategyforownbrandsProposeamarketingstrategyforownbrandsdevelopmentdevelopmentCurrentTESCOownbrandsdevelopmentCurrentTESCOownbrandsdevelopmentTESCOPremiumBrandimplementationstrategyTESCOPremiumBrandimplementationstrategyTESCOownbrandsoverviewTESCOownbrandsoverviewTESCOValueTESCOValueTESCOStandardTESCOStandardTESCOPremiumTESCOPremium(Black&@#@Gold)(Black&@#@Gold)Valueformoney-CheapestproductintheValueformoney-CheapestproductintherangerangeStandardproductbrandqualityforlessStandardproductbrandqualityforlessmoneymoneyPremiumrangeextraqualityproduct,Premiumrangeextraqualityproduct,speciallyselectedspeciallyselectedMethodologyusedMethodologyusedMarketingstrategydevelopedbasedon:
@#@Marketingstrategydevelopedbasedon:
@#@CombinationofqualitativeandquantitativeCombinationofqualitativeandquantitativeresearchresearchAnalysisofcompetitionAnalysisofcompetitionSWOTanalysisSWOTanalysisMarketsegmentationMarketsegmentationDifferentiatedtargetingDifferentiatedtargetingQuantitativeresearchQuantitativeresearch3HMs+2DSs(CR)&@#@3HMs+1DS(SR)Instore;@#@questioners20minutes,100questioners/storeKnowledgeofOwnBrands,communicationchannels,luxuryrangeacceptanceQualitativeresearchQualitativeresearchThesamestoresFocusgroupsTESCOcustomersDiscussionformat90-120minutesAttributesofindividualBrandsandtheirimage,communication,rangesuitableforTESCOPremiumAnalysisofcompetitionAnalysisofcompetitionPriceLevellowermediumhigherTESCOTESCOVhodnnkupTESCOTESCOPremiumAHOLDKorunaAlbert,HypernovaMakroAROBillaCleverDelvitaLevnJednota(Slovensko)JednotaJuliusMeinlMinceJuliusMeinlIntersparSparSWOTanalysisTESCOValueSWOTanalysisTESCOValueStrengthOneofthebestknownownbrandsintheCR/SRCustomersknowwhattoexpect(valueformoneyratio)RegularlypurchasedGooddesigneasytofindWeaknessesDesigncanbeassociatedwithpoorqualitySomelowqualityproductsaredecreasingimageofthebrandOpportunitiesRemoveproductsmostcriticizedfromtherange(orimprovetheirquality)OfferdifferentproductsizesThreatsLoworunstablequalityproductscanpreventcustomertobuyTESCOVyhodnynakupproductsChangeofdesigncanconfusecurrentclearlydefinedandunderstoodimageofthebrandSWOTanalysisTESCOStandardSWOTanalysisTESCOStandardStrengthPositiveimageCustomersseethisbrandashigherqualityWeaknessesVerylowknowledgeofthebrandLogoisnottransparentenoughManycustomersdonotunderstandwhyisTESCOofferingsecondbrandOpportunitiesImprovecommunicationofthebrandVeryhighknowledgeofTESCOChipscanbeusedtointroducethebrandTasting,testersDifferentsizeofproductsThreatsThebrandcantakecustomersofTESCOVyhodnynakupCurrentBrandsDevelopmentCurrentBrandsDevelopmentStrategyStrategyBetterpropagationofTESCOStandardbrandBetterpropagationofTESCOStandardbrandTastingsTastings,Flyers,FlyersExplaincustomerswhyTESCOisofferingmoreownExplaincustomerswhyTESCOisofferingmoreownbrandsexplaindifferencebrandsexplaindifferenceOfferdifferentpacksizesOfferdifferentpacksizesRemovelowqualityproductsRemovelowqualityproductsIncludemissingproductsIncludemissingproductsTESCOPremiumTESCOPremiumMarketSegmentMarketSegmentHigherincomeHigherincomeLivesinthecityorclosetocityLivesinthecityorclosetocityTakescareabouthis/herlifestyleTakescareabouthis/herlifestyleBuysonlythebest,deservesonlybestBuysonlythebest,deservesonlybestProductPositioningProductPositioningDifferentiatedtargetingspecialproductsfordemandingDifferentiatedtargetingspecialproductsfordemandingcustomerscustomersItiskeytocreateanIMAGEoftheBrandItiskeytocreateanIMAGEoftheBrandAllproductsunderthisbrandwillbeproductsexclusivelyforAllproductsunderthisbrandwillbeproductsexclusivelyforTESCOTESCOTESCOPremiumBrandTESCOPremiumBrandMarketingMixMarketingMixProductLuxury,highestqualityproductsBlack&@#@GolddesignGifts,FoodspecialtiesforLaunchRangeforbabiesPriceHigherWillnotbediscountedPlace/DistributionUKsourceLocalsupplierstobedevelopedSlowlyincludedintorangethanpromotionFirstphasestoresinPrague,BrnoSecondphaseallstoresPromotionSpecialfixturesIn-storePOSPremiumpositionsinfixtureExtraflyersTastingsIn-storeannouncementsMarketingActivitiesMarketingActivitiesImplementationscheduledforperiodbeforeChristmas,ImplementationscheduledforperiodbeforeChristmas,EasterEasterCommunicationinFlyerExtraA3flyer(bothsides),CommunicationinFlyerExtraA3flyer(bothsides),explainingmainmessageofTESCOPremiumbrand:
@#@explainingmainmessageofTESCOPremiumbrand:
@#@ExtraqualityproductExtraqualityproductPostersinstoreluxuryimagePostersinstoreluxuryimageTastingsTastingsofproducts(initiallyfor3weeks)ofproducts(initiallyfor3weeks)Regularannouncementsin-storeRegularannouncementsi
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- 关 键 词:
- TESCO 市场营销 战略 英文
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