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1、2WRITING CLEAR AND INTERESTING SLIDES3456789PREMIUM LOW CALORIE SWITCHING OCCURRING WITHINPREMIUM SEGMENT, NOT NEAR PREMIUMHalt the Leaks to Competitors1990 & 1991 Most Often Brand Switchers Within Last Three YearsSource: Continuous Tracking from Sample of 29,081; Consulting Analysis117(61)56)290(32
2、)258)7(50)(43)30(37)(7)92(11)81)419(130)289)155(98)57)-224(79)145)5(19)(14)384(196)(188)69(99)(30)75(7)68)34(31)3)366(46)320)1,7211,464(570)894)StartingBaseWon + Lost =Competitor ANet91(68)23)267(19)248)5(82)(77)31(37)(6)109(11)98)412(149)263)-98(155)(57)218(97)121)0(21)(21)316(273)43)102(90)12)75(1
3、9)56)26(33)(7)312(45)267)1,8661,334(677)657)StartingBaseWon + Lost =Competitor BNetTotal Super Prem.60(98)(38) Product 1198(56)142) Product 26(52)(46) Product 325(81)(56) Other153(29)124)Total PFC382(218)164)Near Prem. Product 197(218)(121) Product 279(224)(145) Product 3-) Other1(55)(54)Total PLC17
4、7(497)(320)Other Segments Segment 162(104)(42) Segment 2110(29)81) Segment 322(69)(47) Segment 4324(72)252)Total2,8361,137(1,087)50)StartingBaseWon + Lost =ClientNetBrand/SegmentRaw data only, no analysis presented to support the conclusion (hypothesis)Example10Good slides are:Bad slides are:WHAT DO
5、 YOU SEE IN A GOOD OR BAD SLIDES?We will revisit toward the end of the session11WRITING CLEAR, SUCCINCT, AND INTERESTING SLIDESGood slides, bad slidesHow to use slides in a presentationHow to choose among words, tables, graphicsHow to display information on slides effectively12SLIDES ARE VISUAL AIDS
6、Focus the audiences attention on messageHelp explain the messageProvide another means for the audience to process the informationReinforce the messageaid to memoryShould not compete with the presenterPresenter is primary means of communicating-difficult to read and listen at the same timeCalls for s
7、imple slides - simplicity means clarity in thinking13SLIDES ARE ALSO A RECORD OF THE PRESENTATIONLeft behind for clients to readCreating tension between The need for a stand-alone explanation andThe need for a simple visual aidAppropriate compromise depends on the audience and the purpose of the pre
8、sentation14SEVERAL COMPROMISES ARE POSSIBLEPrepare report or annotated slide book as leave-behindDisplay information more effectivelyChoice depends onComplexity of messageDesired future use of presentationUsually preferable to keep slides simple and select an alternative option15COMPROMISE MUST BE C
9、ONSISTENT WITH AUDIENCE AND PURPOSEClient Case TeamBusiness ManagersBoard of DirectorsHighAs necessaryLow2-4 hrs.1-2 hrs.20-30 min.Participative discussionQuestion and answerFormal presentingType of AudienceLevel of DetailLength of PresentationPresentation StyleSourceSource: Consulting Experience16W
10、RITING CLEAR, SUCCINCT, AND INTERESTING SLIDESGood slides, bad slidesHow to use slides in a presentationHow to choose among words, tables, graphicsHow to display information on slides effectively17GraphicsTablesWord slidesCombinations of the aboveFOUR WAYS TO PRESENT INFORMATION18BASIC GUIDELINES HE
11、LP YOU SELECT FORMATSDo I need to illustrate a reasonably simple relationship?Use a table or a graphicEspecially when showing numerical dataDo I need to illustrate a complex relationship?Use a tableDo I have something other than a relationship?Use a word slide or a conceptual graphic19BUT THE FINAL
12、SELECTION DEPENDS ON THEMESSAGE YOU WANT YOUR AUDIENCE TO TAKE AWAYUse graphics if you want audience toRemember relative trendsPicture the flowUse tables when you want the audience to know or be able to refer toSpecific numbersMethodology to calculate numbersUse word slides if you want audience to u
13、nderstandSpecific logic flowRecommendations20GRAPHICS HELP THE AUDIENCE VISUALIZE THE POINTSHelp audience identify important points quicklyBest suited to display relationships, both quantitative and qualitativeWhere relationship is too complex for words-not too simple-nor too complexmultiple relatio
14、nships can be obscured by graphicWhere visual impact will help convey messageGraphic format should be considered first;if a graph is not optimal, then consider words or a table21Steady growth of banking assetsLending balance keeps stable CHINA COMMERCIAL BANKING SECTOR IS LARGE WITH STEADY GROWTH199
15、7199819992000E1,4911,5211,6781,893CAGR(97-00): 7.9%1997199819992000E8299971,0681,067CAGR(97-99): 10%YoY: 0%Banking(1) asset at the end of the period(2) (USD BN)Lending outstanding balance at the end of the period(3) (USD BN)Excluding post office finance, urban and rural credit cooperatives2000 is an
16、 estimate, assuming ICBC, CCB and BOC accounting for 60% of the banking sector asset2000 is an estimate, assuming the 4 major banks accounting for 72% of the banking sector loan outstanding balanceSource:China Financial Almanac; IMD; Lit. search; BCG analysisExample22MARKET PROJECTION PRIMARILY BASE
17、D ON COUNTRY STATISTICS AND CONSUMER RESEARCHProjection MethodologyChina market potentialParametersDriversSourceVolumeGrowthRevenue# of babies% on BFAverage consumptionAverage price by product typeWeighted volumeXXXFuture trend of parameters Birth rate Population Geography Income Age of baby Usage b
18、ehavior Product by stage Manufacturer ownership Package type Share Birth growth rate BF usage trend Price trend Consumer research Cross-country comparison Statistics Bureau Competitive analysis Store checks Trade interviews Statistics Bureau Consumer research Desk research ERC report Competitive int
19、erviewsExample23WHAT DO YOU WANT TO SAY? ColumnPieLine Stacked Column MapBubbleRelationshipMultiple PieArea Bar SpiderScatterChanges over timeParts of a wholeComparison of several items orplacesRelationshipsbetween variablesDescriptive ExplanatorySimple information Complex informationWhen to use wha
20、t?24 SOME BASIC RULES FOR DESCRIPTIVE GRAPHICSFor Time Series, Use a Column or Line ChartWestern cultures read time as moving from left to right Common conventionUse a column or stacked column chart if Fewer than ten or so time periods Data is accumulated in discrete occurrences-e.g., periods of pro
21、ductionUse a line or area chart if More than ten or so data points/periods Data is continuous or cumulative-e.g., number of stores, stock prices by days Trends (i.e., slopes) are the point you want to make25GROWTH IN TRADE FINANCE SLOWED AND WILL REMAIN SLUGGISHTrade finance expected to decline 10%
22、in 1998232513152422190510152025301992199319941995199619971998ETotal trade finance (US$B)15%27%16%9%Slow-down in external trade has contributed to the declineExpected trade set back in the near future will further make trade finance declineSource: HK banking industry; Paribas Asia Securities; HK Mone
23、tary AuthorityCAGR92-9714%4%-10%Trade volume growth13%24%17%3%2%-5%Example26SOME BASIC RULES FOR DESCRIPTIVE GRAPHICSFor Item Comparisons or Comparison of Parts of a Whole, Use aBar Chart or a Stacked Column ChartUse a bar chart for Market research survey responses Competitor comparisons-reserves co
24、lumn charts for time series comparisons-leaves room for long labels on the left axisUse a stacked column chart for Cost structures or cost structure comparisons Regional market share comparisons Changes or differences in mix across time or competitors27MOTHERS WILLING TO BREASTFEED BUT WOULD USE INF
25、ANT FORMULAE AS A SUPPLEMENTSupplement baby foodBaby food better for baby“Cannot” breastfeed (not enough milk)Do not have time to breastfeed (e.g. work reasons)Others(1)Total 0-6 month6-12 month1-3 year0200400(1) Typical other reason: baby likes itSource: Survey results; BCG analysisWhy do you choos
26、e baby formulae?Example28FOREIGN PLAYERS ALREADY HAS A STRONG FOOT INTO FOREIGN CURRENCY BUSINESS 10%6%44%3%2%13%22%100%ICBCABCBOCCCBBank ofCommunicationsOther regionalbanksForeign banksTotalShare of foreign currency loans(As at the end of 1999)4 major state-owned banksOther local banksForeign banks
27、Example29SOME BASIC RULES FOR DESCRIPTIVE GRAPHICSFor Complex Spatial and Temporal Comparisons,a Range of Mapping Techniques Are AvailableUse territory map for Market attractiveness Competitor penetrationUse a process or time map for Efficiency measures Time lines Process flows30SOME BASIC RULES FOR
28、 EXPLANATORY GRAPHICSFor Regressions and Causal RelationshipsUse an XY scatter chart for Point regressions- do not show regression line if slide is for exploratory purposes- but include it if you are sure of the point you want to makeUse a bubble chart for regressions where A third dimension is requ
29、ired- e.g., assets or sales- bubble size should always refer to size-related variable (e.g., assets, but not profitability)31AFFLUENT IS AN ATTRACTIVE SEGMENT, GENERATING HIGHEST CONTRIBUTION PER CUSTOMERSegment breakdown of contribution per customerUpper150Affluent40500007000Annual contribution per
30、 customer (US $)-2500Size of market (m)(No. of customers)-515Mass802500Source: Press literature, AC Nielson, Business-On-Line, Ministry of Commerce, BCG case experience and analysis= Total contribution (B)Example32SOME BASIC RULES FOR EXPLANATORY GRAPHICSFor “Novel” ComparisonsUse a spider chart for
31、 Gap analysis along multiple dimensions simultaneously- perceptions vs. reality- client vs. competitorsUse “novel” graphics where an unusual point needs to be made Difficult to devise But sometimes nothing else works?33TABLES ARE ALSO USED TO DISPLAY QUANTITATIVE AND QUALITATIVE DATA Use a table whe
32、nYou have too many relationships for a graphYou want to make your calculations overtYou want to emphasize individual values -either wordstypes of distributors-or numbersDo not use tables for most other applicationsTend to be cluttered and difficult to read, obscuring the messageTend to use it as bac
33、kup or appendix34WORD SLIDES HAVE SEVERAL USESTo lead audience through logic flowNot used for proof, except for interview quotesTo summarize findings, recommendationsTo present qualitative informationMost concepts can be effectively presented in wordsTo present very simplistic dataBut dont bury numb
34、ers in slidedifficult for audience to grasp the meaning35Presents the message both visually and verballyUsually best with simple data or conceptual graphicHowever, make sure the slides do not become too confusingCOMBINING FORMATS CAN MAKE MESSAGE STRONGER36CUSTOMER INTERACTION FAR FROM IDEAL02040608
35、0HandledTransferredReferred% ofCallsHandledTransferredReferred35% of all customer service callsare transferred or referred“Ive been back and forth, back and forth (between Billing and Customer Service) about six times.”- Customer of Granada Hills Customer Service when asked if he would like to be tr
36、ansferred to Billing“Ive finally spoken with someone with some intelligenceafter about six conversations.”- Irate customer of Granada Hills Customer Service“It would be so much easier if we could just look at the bill.”- Customer Service rep to Billing rep when calling to get information for custome
37、rCustomers are frustrated by processSources: Call Monitoring (Granada Hills, Ohio, Louisville, Indiana, Garland); Consulting Analysis652510Example37FOLLOWING EXAMPLES PRESENT SAME DATA IN DIFFERENT FORMATSQuantitative dataSales and profit over timeComparison of features for products in marketTwo opt
38、ions for technical specialist deploymentQualitative dataFlow of presentationSegmentation38Sales have grown by 11% per annum since 1989Company X sold $60 million in 1989Sales expected to be $90 million in 1993Profits have grown more rapidly at 17% per annumCompany X had profits of $16 million in 1989
39、Profits expected to be $20 million in 1993Exercise 1Source: Abco DataPROFITS GROWING FASTER THAN SALES - 139SalesProfit19896010199066121991731519928118199390201010019891990199119921993Exercise 2CAGR (%)1119Dollars($, million)SalesProfitsSource: Abco DataPROFITS GROWING FASTER THAN SALES - 240PROFITS
40、 GROWING FASTER THAN SALES - 3Exercise 119891990199119921993CAGR (%)Sales ($, Million)Profit ($, Million)606673819011101215182019Source: Abco Data41FOCUSING ON SMALL CUSTOMERS WILLPROVIDE THE MAXIMUM LEVERAGE - 1A technical specialist spends more time with large customersAn average of 8 hours in per
41、son per call for large customers, versus . . .15 minutes on phone per call for small customersConsequently, a single specialist can cover more small customersCan only serve one large customer per dayCan serve 8 small customers per dayExercise 2Source: Phone Co.42FOCUSING ON SMALL CUSTOMERS WILLPROVI
42、DE THE MAXIMUM LEVERAGE - 2ExerciseOn-site Time with Large CustomerNumber of customers served in one dayOn-phone Time with Small Customer8 hrs.115 min.32Source: Phone Co.Time spent per service call43FOCUSING ON SMALL CUSTOMERS WILL PROVIDE THE MAXIMUM LEVERAGE - 3LargeSmallLargeSmallTime Spentper Se
43、rviceCallPossibleCalls perDay8 hrs.15 min.132Exercise 2Source: Phone Company44AGENDAOrder takingCustomer conversationOrder entry into systemManufacturingSchedulingProductionDistributionPackagingShipmentExercise 345AGENDACustomer conversationOrder entry into systemExercise 3SchedulingProductionPackag
44、ingShipment Distribution ManufacturingOrder Taking46TO DISPLAY INFORMATION EFFECTIVELY, YOU NEED TOFocus on your audience and what they need/want to knowStart with their concernsTell their story, not your storyFocus on key concepts and charactersFrom audiences perspective To make text more coherentT
45、o provide context for the audienceOrganize slides around the audience and the important concepts, characters47THE SLIDETHE BASIC BUILDING BLOCKTITLEBODY Support for main pointWordsSchematicTableGraph(s)TAKEAWAY, OR TRANSITION TO NEXT SLIDEMay be oralMain point of the slideNotes, Source48HOW TO MAKE
46、SLIDES USER FRIENDLYTitleContext at beginning New information at endBodyConsistent subjects for main points-the concepts and charactersSimple grammatical structure and parallel style49THE TRANSITION RELATES THIS SLIDE TO THE NEXT ONEKeeps the story goingSummarizes the slide, reiterates the main poin
47、t, or draws out implicationsCan be written or oralThe slides exclamation point50THIS IS WHERE THE TITLE (ALL CAPS) IS POSITIONEDThe subtitle follows with only an initial capThe body of a word slide follows an outline format, beginning with main points which start with a capital letterThe second leve
48、l is called a bullet point; it also begins with a capital letter-the third level is called a dash point; it begins with a lowercase letterthe fourth letter is a dot point (no cap); it is best to avoid theseNo end punctuation follows any of these points51RECOMMENDED FORMAT FOR TABLES AND BOXESType of
49、 assignmentCorporate strategyMarketing strategy developmentClientMajor German brewerMajor U.S. brewerScottish brewerVariousMajor European brewerAustralian wine & spirits companyMajor U.S. brewerGoal of the studyStrategic alliances in EuropeAcquisition strategyStrategy developmentAcquisitions in brew
50、ing and soft drinks in SpainEuropean brandBrand extension strategiesBrand positioningBackup52THIS IS THE FORMAT FOR TABLESChain SegmentOff-premise Supermarket C-store Drug Gas Liquor/OtherOn-premiseTotalMarket Growth4.86.22.07.05.66.02.04.6Share Gain6.97.12.00.127.710.724.57.11989-90 CAGR Total (%)1