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產品經理 聖經 The Bible for Product Manager. 更多产品经理资料尽在 http://www.masterchat.cn. 产品经理 圣经. n 1. 策略管理 n 2. 市场区隔 与 产品定位 n 3. 管好广告公司 n 4. 顾客行为 与 行销研究 n 5. 促销总论 n 6. 销售预估 n 7. 预算编订 n 8. 通路行销 n 9. 行销整合. Ch. 1. 策略管理. - PowerPoint PPT Presentation
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* The Bible forProduct Managerhttp://www.masterchat.cn
* n 1. n 2. n 3. n 4. n 5. n 6. n 7. n 8. n 9.
*Ch. 1. n1. n2. n3. n4. n5. Growth Myth n6. v.s. Synergy v.s. Focus n 7. Competitive Myopia n 8. Strategic Alliance
*
*
* n n n n , n n n n
*n Corporate Strategy n Business Strategy n Marketing Strategy n Advertising Strategy n Copy Strategy n
*2. n n n n / n
*1. 3. 2. 4. 5.
*
,
*
*3. n n n n n n
* (KSF)n SWOT n n n n
*SWOT My Strength Weakness Opportunity Threat
Threat
Opportunity
Weakness
Strength
WSOT
* , InboundLogisticsOperationsOutboundLogisticsMarketingSalesService
* Strategic Posturen n n n n n
* 1: n AOL & TIMER WARNER
* Strategic Matrix +
( KSF )
*4.
* 2 n n
* 3n
*5. n n n n n n
* 4
* 5
*6. v.s. n 6n Artal Foods n 7n Wrigley
*7. Strategic Myopian , or ?n STARBUCKS COFFEE n FedEx n ?n n
*n , !!!
*8. Strategic Alliancen ?n n n n n
*?n , n (more than 20%)n n n n n n
*The Rationale-1: n nn n n
*The Rationale-2:
*nn n (Window + Intel = Wintel)
*The Rationale-3: n
*The Rationale-4: n
*n + n n n n n
* 8n
*
// IBMYahoo +KimoMOTOROLA
+ V.S. COMPAQFORD +YahooCITY +AOL +YodlesAOL +TIME WARNER
*n n n n n n n Trust Each Other
*CH-2.
*Part-1. n 1. Market Segmenting n 2. Product Positioning
*1. n 1-1. n 1-2. n 1-3. n 1-4. n 1-5. n 1-6.
*1-1. n n n
*1-2. n Mass Marketingn T n
*1-3. n n n n
*
*
*
*
*
*
*
*
*
*1-4. n n n n
*1-5. n nFactor Analysis n Segmenting Variables n n
* 1 nERP
*1-6. n n n n
*2. n 2-1. n 2-2. n 2-3. n 2-4.
*2-1. n . n . n . n ,. n .
*2-2. Positioning Statement
XX /
*(a wonderful case )n To Caffeine concerned coffee drinkers, n Sanka is the brand of coffee that n Has no caffeine to upset you.
*n Frame of Reference n Point of Difference n Target Audience
* n . n .
*n : ? n .
*n :n . n . n .
*CF n n n n n n
*n n . n .
*n . n , . n .
* Benefit or Problem ?n ,.n CPU --- INTEL INSIDE n :n n
*Class Discussionn Brick & Mortar Click n Example n v.s. Amazon.com
*n /n ? n n , ?
*n n ? n /n ?
*Trade-Offn n VIAGRA
*CF n n n Head & Shoulders
*CF n n n Kitty
*n n. ,n , n , n , n
*Class Discussionn (Baby Diaper) n n n
*2-3. n . n ,:n . n .
*n . n . n . n .
*2-4. n n n n n n Corporate (Company) Namen Brand Name n Product Name
*Part-2. n 1. n 2. n 3. n 4. n 5. n 6.
*1. n, Umbrella Brand or Family Brand n Single Brand n , Private Label, Store Label n OEM Brand n OBM Brand
*2. n n , Value Segment n , Premium Segment n ( Vertical Extension) n n
*n n n n n
*3. , n Marlboro Option (April 2, 1993), 40% !!! n ,n n
*- Alt-1. , Endorser. n John Deere 2,000 . n Sears John Deere n How to do ? Sabre from John Deere. n Marriott International, n Fairfield Inn by Marriott
* , : n , Product Brand and Organizational Brand n , n . n , .
*Alt-2. , Co-Driver. . n [ ], eg, Sensor, Atra. n , Good News . n () (1994).
* Alt-3. , Driver. , Descriptor. . n , , .
*: n Mercedes Benz C , BMW 3 Lexus n C , . n n n ( Benz )
*4. n : . (, , ) n ?n !!
*- n : MI. n , Mainstream Brand, , , , . n : , , !
*- n Endorser, Driver, Descriptor, . n : ? n . ( ) n , , . n Crown Plaza from Holiday Inn
*n : Driver-Descriptor Strategy.n Reason: , , . n : , , , , , , , .
* ?n , , . n SONY .
*Class Discussion IBMn Mainframe n PC n Acquire lotus n LEXMARK Split from IBM (1991-1996) n IBMs Ambra PC (1992-1994) n Internet impact to IBM
*2 Microsoft n OS/DOS n Bundle with IBMS PC n Own Label, Own Brand n Bundle with manufacturers n Windows + Intel = Wintel n Internet Impact to MS n MSs Internet Explorer Strategy
*5. n n n n
*n n n n
*n n n AT&T n n Levis n Chanel
*n n n n
*n n Jello n Sanka n Band-Aid OK n Savlon n Yakult
*6. n (Brand Equity) , ! n , n v.s. n n Mainframe v.s. PC
* , , n n n n n
* , n n n n De Beer
*n n n n n
*n , . n (Part-2 over)
(Part-2 over)
*CH-3. AGENCY MANAGEMENT
*Ch. 3. n 1. n 2. n 3. n 4. n 5. E n 6.
*1. n n . n n , . n , .
*n n n n n n Production House
* AE n
*n . n . n , . n .
*n , ,, X .
*n . n .
*n .n : n ? n ? n ? ? n ?
*2. n . n . n . n ? n . n .
*n . n .
*3. n n , ( single-minded ). n n , .
*n .
*/To our XX
XX
*n / n n n n n
* ( )n . n . n .
* ( )n PM . n, , . n : 2 n : C n : ( ? )
*n . n . n . n .
*n Slogan n Logo n Trade mark
*n NIKE n n n n Adidas n n n Heineken
*4. n n SOM n SOV n Rating n Reach n Frequency n GRP/TGRP n CPM/CGRP
*n ( Reach ) n ( 4 ) . n ( Frequency ) n 4.
*GRPn . n GRP = R x F
*GRP 410A to J) X Home Week A B C D E F G H I J 1 X x 22 X X X X 43 X X X 34 X X X 3____________________________________ 2 1 0 1 2 0 1 4 0 1 12
*GRP 4 0 3 1 4 2 2 3 0 4 1
F=1.71 1x4+ (2x2) + (4x1) / 7 = 12/7 = 1.71Reach = 7/10 = 70GRP = R x F = 70 x 1.71 = 120
* R & F
*n n n n R&F n n n
*n n n n ? n ? n ? n ?
*5. e n e n Lets see what they are talking n (internet advertising)
*, ?n (price, line) v.s. (priceline.com)n Wine.com n Telephone.com n Bingo.com n Drugs.com n University.com n Loans.com
*1st rule: Never use n : iVillage.com v.s. Women.com
*2nd Rule: The shorter, the better.n Artsourceonline.com () n Dotcomdirectory.com () n eBusinessisbusiness.com (E) n Expressautoparts.com () n Giftcertificates.com () n Treasurechestonline.com ()
*3rd Rule: Must be Simple.n Schwab v.s. Mississippi n Coca-Cola v.s. Pepsi Cola n Autobytel.com
*4th Rule: Be Specific.n More.com n Checkout.com n Individual.com n Owners.com n YouDecide.com n This.com
*(if you want to buy a gift to your friend, which one you will choose/click:) n Send.com n Buy.com n Present.com n Gift.com
*n ? n ?
*6. n n n n n
* ?n , ( concept ) ? ( ) n ? ? n ? n ? n ? ( single-minded ) n ?
* n ? n ? n ? n ? n ? n , Do you feel it comfortable?
* n . n . n . n . n , . .
*CH-4. Customer Behavior &Marketing research
*Ch-4. 1 n
*n n n A&U n n n
*
*On-Line Survey
*n n n Focus Group Discussion
*n Quiz: n A=25%, B=23%, C=21%, A C
n n n
*n n n n Factor Analysis n n n n n
*n , , . n Likert Scale n , . n n .
* 2:n
*CH-5. TRADE PROMOTION/CONSUMER PROMOTION/DIRECT MARKETING/PUBLIC RELATION/EVENT
*Ch. 5. TP/CP/DM/PR/En 1. ? n 2. n 3. n 4. n 5. n 6.
*1. ? n n n n n
*2. Trade Promotionn n n n
*2-1. n Keep the Basics: n n n ( ) n : n n n
*n : n n
n : n n n n
*2-2. n n n n n n
*3. Consumer Pn 3-1. n ( Trial ) n ( Repeat ) n Royal n Re-Positioning n n
*3-2. n n n n n 21 ( ) n n
*3-3. n n n n
*3-4. n n n n
*3-5. Ad. +CP +Ad.+CP +TP +Ad. TP +
*4. Direct Mktgn n not mass marketing n direct mail, direct phone, face to face. n Direct Communicate with you n Direct transaction n Customer Relation Management n Customer Royal Management)
* Direct Mailn n However n 36% n n 6 n 45
*n 4 n n 930 n
*Class Discussion n Amazon.com
* 1. Crest
*5. PRn n n n n n
*6. Eventn n n n n ()n n n n n Event
* CPTPDMPR EVENTn 2
*CH-6. SALES FORECASTING
*Ch. 6. n 1. ? n 2. ? n 3. n 4. n 5. n 6. n 7.
*1. ?
*2. ?
*3. Growing or Down n n n n
* n n n n n
* n n n n
*R&D
*PR
* n n n n n n PR n
*
*4.
*5.
*6. TrialRepeatRoyal
*7.
*Ch. 7 BUDGETING
*Ch. 7. 1. 2. 3. 4. 5. 6.
*1. Ch. 6
*2.
*3.
*4.
*5.
*6.
*CH-8. Trade marketing
*Ch-8. Trade Marketingn 1. n 2. n 3. n 4. n 5. Case Study
*1. n n Marketing: n Selling products/services well, and make fortune. n Trade Marketing: n Help the trade sell the products/services well, and, help them make fortune.n n Marketing: Mass Market n Trade Marketing:
*n n n TM n n n n n n n
*n TM ? n . n /. n ..
*2. n n n n n OEM n
n
*3. n Value Chain n n n n n n OEM n n
*3-1. n n n : n n POP n n n n . n .
*n . n .n ? n . n . n . n . n .n n . n .
*n . n . n . n . n . n - . n .
*n n Cutouts n Dump/Floor display n Ending display n Second, third display n Merchandise racks n Audiovisual display n Vertical display n Horizontal display
*3-2. n n n n n n
*3-3. n ( : KISS ) n n n n n n n n n
*n n n n n n
*n n , n n n n n ,
*n . n . n : KISS
*3-4. n n OEM n Intel n Microsoft
*Case Discussion: n COMPAQ
*4. n /n n n n n n n n
*n n n n n
*n () n / n n n n n n n POP n
*5. n . n .
*