市场营销部的绩效考评图.ppt

* 客户满意度 Customer Satisfaction 客户满意度 Customer Satisfaction 结果指标 驱动指标 为什么使用返购率？ Why Repeat Rate? 所调研的消费者人数 - 100% Population for study - 听说过安尔乐/安乐的占 52% 打算买安尔乐/安乐的占 36% 实际曾经买过安尔乐/安乐的占 25% % Have heard of Anerle/Anle 52% % Have intent to buy Anerle/Anle 36% % Actually did buy Anerle/Anle 25% 正面 采购意向 (PPI) 再次购买安尔乐/安乐的人数 以前购买安尔乐/安乐的人数 Repeat Rate = 16% # Purchased Anerle/Anle again! # Originally purchased Anerle/Anle = 16% 这些评估指标说明了什么？What do these measures show? 正面 采购意向 (PPI) 市场和销售创造了 Marketing and Sales have created “消费者购买欲” “Consumer Pull!” 通过广告，促销，堆头等引起兴趣 Created interest via Advertising, promotion, point of purchase display, etc. 产品随处可见（各分销渠道） Distribution has made product available 产品外观，特征和价格都令人满意 Product “look”, features and price appear okay 结果：消费者会购买 评估：市场营销和销售 Result: Consumer purchases! Measures: Mktg Sales 这些指标说明了什么？What do these measures show? 返购率 Repeat Rate 消费者还会购买（返购）：The customer will buy again (repeat): 产品的表现正如它所承诺的 The product performed as promised! 品质令消费者感到满意 The quality was acceptable to good 消费者觉得物有所值（效用对比价格） The value (utility vs price) was acceptable 消费者高兴 – 与目前其使用的品牌相比差不多甚至更好 Consumer happy – likes as well or better than current brand 返购率是一项更适合BIT评估的综合指标 - 它测评了销售、市场、和生产的工作 – 可以说明恒安产品的设计、促销和 产品 生产质量成功的满足了消费者需求 Repeat Rate measures Sales, Mktg AND fulfillment – shows the success of all HengAn to design, promote and manufacture quality products the consumer wants – and buys again! Higher level measure – for BIT! 安尔乐 安乐 护垫 纸尿裤 安尔乐市场份额 安乐市场份额 护垫市场份额 客户满意度指数 纸尿裤 数据定义Data definition: Data presentation: Index Five trend lines Anerle, Anle, Panty liners, Baby Diaper, Consumer Satisfaction Data sources: Nielsen database Industry info. Center Data HengAn data (check point) 各品牌所占 的市场份额 S