最新宝洁战略模型培训资料
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-Smaller sizes offer “extra benefits, but are more -expensive pr. ml - What influences the shelf positioning ?
-是什么影响产品的定位
-Looks like the big bottles are at the bottom -看起来像一个巨大的瓶底（瓶劲效应） - What would your YES strategy be?
-Why might it be so ? -从价格和数量上看出什么？为什么会是这样呢？ - What influences the shelf positioning ? -是什么影响产品的定位？ - What would your YES strategy be? -你的对应策略是什么？
HOMEWORK
- What share of shelf does YES have ? -Ca. 60%大约60％
- What do you think it has in market share ? -Same as shelf share (60-70%)占市场分额（60－70
- What do you learn from the pricing and sizing you see? -Why might it be so ?为什么会这样？
– Get the value equation right – Know the competitors
• What capabilities must be in place?
专注于核心品牌 消费者才是老板 赢得顾客 零售利润率的竞争力 量身打造投资客户 全球客户 获得价值模式 了解竞争对手
• 能力的定位（需要什么样的能力定位）
全球矩阵结构：全球业务单位（ gbus ）及市场组织（ mdos ） 个人责任制，工作与发展计划
HOMEWORK
- What share of shelf does YES have ? -市场占有率？ - What do you think it has in market share ? -你怎么看市场上的占有率？ - What do you learn from the pricing and sizing you see?
实现双赢的需要什么样的能力 我们需要什么样的管理系统
What Management Systems are
required?
Re-cap on lecture 1
• Where will we play?
– Total Shareholder Return calculations by Global Business Unit – 全球范围内的股东总回报率的计算
What are our goals and
Aspirations?
我们有哪些目标和 愿望
Where will we Play?
我们要做些什么？
How will we Win in
chosen market?
我们将如何赢得市场
What Capabilities must be in place to win?
– Global matrix structure: Global Business Units (GBUs) and Market Development Organizations (MDOs)
– Individual accountability, Work & Development Plans
• How will we win? Commercial Strategy
• 我们要如何赢？商业战略
– Focus on core brands
– Consumer Is Boss
– Win with winning customers
– Competitive retail margins strong – Tailor Investments By Customer – Be Strong With Global Customers
宝洁战略管理模型
Choice Cascade to Define the Choices 选择级别以确定选择
What are our goals and
Aspirations?
我们有哪些目标和 愿望
Where will we Play?
我们要做些什么？
How will we Win in
chosen market?
Choice Cascade to Define the Choices
What are our goals and
Aspirations?
我们有哪些 目标和愿望
Where will we Play?
How will we Win in
chosen market?
我们要做些什么？
我们将如何赢得市场
我们将ቤተ መጻሕፍቲ ባይዱ何赢得市场
What Capabilities must be in place to win?
实现双赢的需要什么样的能力 我们需要什么样的管理系统
What Management Systems are
required?
Choice Cascade to Define the Choices 选择级别以确定选择
Retail is still fragmented
Share of top 50 public companies, 1998 1998年零售业占有率前50家的企业
Energy能源 Automotive汽车 Pharmaceuticals; diagnostics医药 Electronics电子 Telecom电信 Packaged goods包装 Financial industries金融 Chemicals化工 Retail零售
What Capabilities must be in place to win?
What
实现双赢的需要什么样的能力MSyasntaemgesmaernet
required?
我们需要什么样的管理系统
HOW WILL WE WIN?
Implementing strategy 实施策略
First: Understanding the customer 第一：了解客户
-是什么影响产品的定位
-Looks like the big bottles are at the bottom -看起来像一个巨大的瓶底（瓶劲效应） - What would your YES strategy be?
-Why might it be so ? -从价格和数量上看出什么？为什么会是这样呢？ - What influences the shelf positioning ? -是什么影响产品的定位？ - What would your YES strategy be? -你的对应策略是什么？
HOMEWORK
- What share of shelf does YES have ? -Ca. 60%大约60％
- What do you think it has in market share ? -Same as shelf share (60-70%)占市场分额（60－70
- What do you learn from the pricing and sizing you see? -Why might it be so ?为什么会这样？
– Get the value equation right – Know the competitors
• What capabilities must be in place?
专注于核心品牌 消费者才是老板 赢得顾客 零售利润率的竞争力 量身打造投资客户 全球客户 获得价值模式 了解竞争对手
• 能力的定位（需要什么样的能力定位）
全球矩阵结构：全球业务单位（ gbus ）及市场组织（ mdos ） 个人责任制，工作与发展计划
HOMEWORK
- What share of shelf does YES have ? -市场占有率？ - What do you think it has in market share ? -你怎么看市场上的占有率？ - What do you learn from the pricing and sizing you see?
实现双赢的需要什么样的能力 我们需要什么样的管理系统
What Management Systems are
required?
Re-cap on lecture 1
• Where will we play?
– Total Shareholder Return calculations by Global Business Unit – 全球范围内的股东总回报率的计算
What are our goals and
Aspirations?
我们有哪些目标和 愿望
Where will we Play?
我们要做些什么？
How will we Win in
chosen market?
我们将如何赢得市场
What Capabilities must be in place to win?
– Global matrix structure: Global Business Units (GBUs) and Market Development Organizations (MDOs)
– Individual accountability, Work & Development Plans
• How will we win? Commercial Strategy
• 我们要如何赢？商业战略
– Focus on core brands
– Consumer Is Boss
– Win with winning customers
– Competitive retail margins strong – Tailor Investments By Customer – Be Strong With Global Customers
宝洁战略管理模型
Choice Cascade to Define the Choices 选择级别以确定选择
What are our goals and
Aspirations?
我们有哪些目标和 愿望
Where will we Play?
我们要做些什么？
How will we Win in
chosen market?
Choice Cascade to Define the Choices
What are our goals and
Aspirations?
我们有哪些 目标和愿望
Where will we Play?
How will we Win in
chosen market?
我们要做些什么？
我们将如何赢得市场
我们将ቤተ መጻሕፍቲ ባይዱ何赢得市场
What Capabilities must be in place to win?
实现双赢的需要什么样的能力 我们需要什么样的管理系统
What Management Systems are
required?
Choice Cascade to Define the Choices 选择级别以确定选择
Retail is still fragmented
Share of top 50 public companies, 1998 1998年零售业占有率前50家的企业
Energy能源 Automotive汽车 Pharmaceuticals; diagnostics医药 Electronics电子 Telecom电信 Packaged goods包装 Financial industries金融 Chemicals化工 Retail零售
What Capabilities must be in place to win?
What
实现双赢的需要什么样的能力MSyasntaemgesmaernet
required?
我们需要什么样的管理系统
HOW WILL WE WIN?
Implementing strategy 实施策略
First: Understanding the customer 第一：了解客户