埃森哲：制胜营销：去芜存菁-抓重点弃勿用重布局（41页）.pdf

1、240%370%70%1000100017%17%868610001000459%59%517%17%66%66%17%17%61.41.82.52780101020203030404050501019102.52.570%17%54%17%1150%50%50%50%12CPI1314Blue BuffaloBlue BuffaloBuddiesTM0202151640%40%74%46%74%46%67%67%17几乎所有几乎所有（91%91%）的制胜者的制胜者73%73%19%91%91%73%比例高出比例高出2.52.5倍倍18Julie BramhamJulie BramhamDia

2、geoDiageoJohnnie WalkerJohnnie Walker1920Direct LineMark EvansMark Evans21030322（91%91%）91%91%232495%65%95%95%65%65%95%65%2526CVS Health48Norman de GreveNorman de Greve0404272840%40%89%89%90%89%65%90%62%293090%64%60%91%56%91%91%56%56%40%23%23%40%40%3132SHISEIDOSHISEIDO0505333472%72%70%3534%15%36NRMA3738391341011500500Hand To HoldHand To HoldNICUNICUCraig ChristensonCraig ChristensonKimberlyKimberly- -ClarkClark4017%01015 54 4%7 74 4%9 90 0%5 5倍倍5 5倍倍.020203030404050562%Marie Kondo5 541