世界500強(qiáng)CEO訪談 第8期:寶潔雷富禮 設(shè)計(jì)是我們的核心能力(2)

Reporter: Most P&G products are sold in supermarkets and drugstores where the shelves are packed. How do you get shoppers to notice and buy your brand?

記者：很多寶潔的產(chǎn)品都是在超市或者藥店的貨架上進(jìn)行銷售，而那些貨架往往產(chǎn)品種類繁多。那你們是怎樣讓消費(fèi)者注意到并購(gòu)買(mǎi)你們的產(chǎn)品呢?

Lafley:Ifs a huge challenge because the proliferation of brands, products and SKUs makes it difficult for the retailers to execute. These stores also have a predominantly temporary workforce and high turnover That puts a lot more pressure on package design to project an instantly recognizable brand with a clear brand promise. Consumers must clearly see who we are and what we can do for them. To do that, we try to create a category language and architecture so the shopping experience is ordered, patterned and intuitive. We spend a lot of time on that and work with our retail partners to make sure that our understanding and research are consistent with theirs. We've seen that by changing the way a product category is laid out, some retailers are realizing pretty sizable lifts in their total category business because shoppers are finding the experience easier and more intuitive.

雷富禮：那是一個(gè)很大的挑戰(zhàn)，因?yàn)樵?來(lái)越多的品牌、產(chǎn)品和庫(kù)存單位使得零售商們很難對(duì)產(chǎn)品進(jìn)行銷售，而且，這些商店里都是臨時(shí)勞動(dòng)力，他們有很大的流動(dòng)性。這就在包裝設(shè)計(jì)方面給我們帶來(lái)很大的壓力，我們需要規(guī)劃出一個(gè)認(rèn)知度高、有良好品牌承諾的品牌。消費(fèi)者必須要清楚地看到我們是誰(shuí)，我們能為他們做些什么。為了實(shí)現(xiàn)那樣的目標(biāo)，我們?cè)囍鴮?duì)產(chǎn)品進(jìn)行分類，使人們的整個(gè)購(gòu)物過(guò)程都很有秩序、很規(guī)范、很直觀。在那方面我們花費(fèi)了很多時(shí)間，并且與零售商進(jìn)行合作，以確保我們?cè)谶@方面的認(rèn)識(shí)與所做的研究調(diào)查和他們是一致的。我們發(fā)現(xiàn)，通過(guò)改變產(chǎn)品分類的擺放方式，很多零售商在其整體的銷售額上有很大提高，這是因?yàn)橄M(fèi)者發(fā)現(xiàn)那樣的購(gòu)物方式更輕松、更自在。

Reporter:How can design make a difference to a brand and innovation company like P&G?

記者：設(shè)計(jì)對(duì)于像寶潔這樣的品牌和創(chuàng)新公司，其重要性是什么呢?

Lafley:Design is critical to the creation of brand equity. There are instances where we had great technology, great chemistry, but we did not get the product design or package design or the design of the delivery system right, and the consumer couldn't appreciate what the product had to offer. We have other examples where we got the design right and case with our new Swiffer duster product. It is an example of simple, but basic, good, intuitive design, and it is flying off the shelf.

雷富禮：設(shè)計(jì)對(duì)于創(chuàng)造品牌資產(chǎn)是至關(guān)重要的。有那樣的例子，當(dāng)我們掌握有高科技、高化學(xué)技術(shù)，但是并沒(méi)有將產(chǎn)品設(shè)計(jì)、包裝設(shè)計(jì)或送遞設(shè)計(jì)做得很好，結(jié)果使得消費(fèi)者不知道我們的產(chǎn)品會(huì)給他們帶來(lái)什么。也有實(shí)例證明，我們將設(shè)計(jì)做得很成功，結(jié)果消費(fèi)者就很認(rèn)同我們的產(chǎn)品。那就是我們的速易潔除塵 產(chǎn)品向我們證明的，產(chǎn)品設(shè)計(jì)簡(jiǎn)單但是很基礎(chǔ)、很好的、很直觀，結(jié)果產(chǎn)品賣(mài)得很好。

Reporter:What kind of consumer research methods do you use?

記者：關(guān)于消費(fèi)者調(diào)研,你們用的什么方法呢?

Lafley:Whatever works. We are relatively light users of focus groups. We prefer understanding real-world experiences. We would rather do shop - along or shopper simulations to get close to the real shopping experience. We like to get in the homes and get involved in the usage experience.

雷富禮：無(wú)論什么方法,起作用的就行。相對(duì)來(lái)說(shuō)，銷售討論組的方式采用的比較少，我們更傾向于去了解真實(shí)生活中人們買(mǎi)東西的經(jīng)歷，我們寧愿去做一些模擬，從中體會(huì)消費(fèi)者購(gòu)物的真實(shí)經(jīng)歷，我們喜歡走進(jìn)人們的生活，去了解他們使用某個(gè)產(chǎn)品的感受。

Reporter:P&G has been masterful at keeping brands contemporary while extending the line. An example is Crest.

記者：寶潔公司很擅長(zhǎng)在擴(kuò)大生產(chǎn)線的同時(shí)，保持商標(biāo)與時(shí)倶進(jìn)，佳潔士就是一個(gè)很好的例子。

Lafley:Crest is an interesting example because it was introduced in 1955 as a therapeuticdentifrice. It took off when we offered ;avity pn vention in the 460s and continued to grow when we added tartar control. Our more recent effort to improve the consumer experience led us to redefine Crest as “home oral care” and that opened us up to new kinds of dentifrice-flavors, forms and whitening. We had been selling manual toothbrushes and thought it would be great to offer an electric toothbrush, like experience. We got into the SpinBrush for a $3—$7 price point. Obviously we want it all to look like one Crest brand on the shelf and in the home. We work hard on the architecture because these products all have different shapes and are shelved in different places in the store.

雷富禮：佳潔士是一個(gè)很有趣的例子，因?yàn)樵?955年，它是作為一種治療性的牙膏而進(jìn)入市場(chǎng)的。上世紀(jì)60年代增加防蛀功效后這一品牌開(kāi)始騰飛，而后增添的防止牙潔石的功效使其持續(xù)增長(zhǎng)。我們最近的調(diào)杳研究引導(dǎo)我們將佳潔士重新定義為“家庭□腔護(hù)理”，而這將我們帶進(jìn)了一個(gè)新的領(lǐng)域，即要注重香味、外觀以及美白。我們以前一直在賣(mài)手動(dòng)牙刷，后來(lái)覺(jué)得引進(jìn)電動(dòng)牙刷會(huì)是一件了不起的事情，因而我們發(fā)明了佳潔士電動(dòng)牙刷，定價(jià)為3-7美元。我們想把所有這些產(chǎn)品都?xì)w于佳潔士這個(gè)品牌之下，所以我們不斷地努力調(diào)整它們的外形，因?yàn)橥庑尾煌?，它們都被擺在貨架上不同的位置。