[营销星球]09_把握场景，理解需求，玩转市场

把握场景，理解需求，玩转市场Drivepurchaseopportunitiesthroughspecificconsumptionmoments我们尝试全面观察同一个消费者一周的购买和使用行为。Thisisanattempttoobservethepurchasesandusagesofaconsumerinaweek.Users使用者Shoppers购买者在哪里?Where谁?Who什么时间?When什么产品?What为什么?Why重点城市+省会城市K+ACity覆盖从早到晚的重要消费场景Coveringallimportantmomentduringaday消费重要性%Occasion%消费次数增长率OccasionGrowth早餐Breakfast29%+5%上午茶MorningBreak6%+15%午餐Lunch23%+11%下午茶AfternoonBreak8%+15%晚餐Dinner29%+3%夜宵AfterDinner4%-10%消费者更重视早餐Consumerspaymoreattentiontobreakfast.早餐人群WeeklyPenetration93.2%95.6%20172018201720185.55.72017201870.0%72.0%20172018早餐频次WeeklyFrequency备餐时间小于20分PreparingTimebelow20Min营养均衡、美味丰盛是赢得早餐市场的两大利器。消费者对早餐的高品质追求凸显。Nutritionandtastearetopreasonsforbreakfastchoice,withgrowingdemandfor