最新咨询公司顶尖客户讲解PPT模板pptppt课件PPT课件 56页

'咨询公司顶尖客户讲解PPT模板pptppt课件 WRITINGCLEARANDINTERESTINGSLIDES PREMIUMLOWCALORIESWITCHINGOCCURRINGWITHINPREMIUMSEGMENT,NOTNEARPREMIUMHalttheLeakstoCompetitors1990&1991MostOftenBrandSwitchersWithinLastThreeYearsSource:ContinuousTrackingfromSampleof29,081;ConsultingAnalysis117(61)56)290(32)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=CompetitorANet91(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(19)56)26(33)(7)312(45)267)1,8661,334(677)657)StartingBaseWon+Lost=CompetitorBNetTotalSuperPrem.60(98)(38)Product1198(56)142)Product26(52)(46)Product325(81)(56)Other153(29)124)TotalPFC382(218)164)NearPrem.Product197(218)(121)Product279(224)(145)Product3---------)Other1(55)(54)TotalPLC177(497)(320)OtherSegmentsSegment162(104)(42)Segment2110(29)81)Segment322(69)(47)Segment4324(72)252)Total2,8361,137(1,087)50)StartingBaseWon+Lost=ClientNetBrand/SegmentRawdataonly,noanalysispresentedtosupporttheconclusion(hypothesis)Example Goodslidesare:Badslidesare:WHATDOYOUSEEINAGOODORBADSLIDES?Wewillrevisittowardtheendofthesession WRITINGCLEAR,SUCCINCT,ANDINTERESTINGSLIDESGoodslides,badslidesHowtouseslidesinapresentationHowtochooseamongwords,tables,graphicsHowtodisplayinformationonslideseffectively SLIDESAREVISUALAIDSFocustheaudience’sattentiononmessageHelpexplainthemessageProvideanothermeansfortheaudiencetoprocesstheinformationReinforcethemessage–aidtomemoryShouldnotcompetewiththepresenterPresenterisprimarymeansofcommunicatingdifficulttoreadandlistenatthesametimeCallsforsimpleslides-simplicitymeansclarityinthinking SLIDESAREALSOARECORDOFTHEPRESENTATIONLeftbehindforclientstoreadCreatingtensionbetweenTheneedforastand-aloneexplanationandTheneedforasimplevisualaidAppropriatecompromisedependsontheaudienceandthepurposeofthepresentation SEVERALCOMPROMISESAREPOSSIBLEPreparereportorannotatedslidebookasleave-behindDisplayinformationmoreeffectivelyChoicedependsonComplexityofmessageDesiredfutureuseofpresentationUsuallypreferabletokeepslidessimpleandselectanalternativeoption COMPROMISEMUSTBECONSISTENTWITHAUDIENCEANDPURPOSEClientCaseTeamBusinessManagersBoardofDirectorsHighAsnecessaryLow2-4hrs.1-2hrs.20-30min.ParticipativediscussionQuestionandanswerFormalpresentingTypeofAudienceLevelofDetailLengthofPresentationPresentationStyleSourceSource:ConsultingExperience WRITINGCLEAR,SUCCINCT,ANDINTERESTINGSLIDESGoodslides,badslidesHowtouseslidesinapresentationHowtochooseamongwords,tables,graphicsHowtodisplayinformationonslideseffectively GraphicsTablesWordslidesCombinationsoftheaboveFOURWAYSTOPRESENTINFORMATION BASICGUIDELINESHELPYOUSELECTFORMATSDoIneedtoillustrateareasonablysimplerelationship?UseatableoragraphicEspeciallywhenshowingnumericaldataDoIneedtoillustrateacomplexrelationship?UseatableDoIhavesomethingotherthanarelationship?Useawordslideoraconceptualgraphic BUTTHEFINALSELECTIONDEPENDSONTHEMESSAGEYOUWANTYOURAUDIENCETOTAKEAWAYUsegraphicsifyouwantaudiencetoRememberrelativetrendsPicturetheflowUsetableswhenyouwanttheaudiencetoknoworbeabletorefertoSpecificnumbersMethodologytocalculatenumbersUsewordslidesifyouwantaudiencetounderstandSpecificlogicflowRecommendations GRAPHICSHELPTHEAUDIENCEVISUALIZETHEPOINTSHelpaudienceidentifyimportantpointsquicklyBestsuitedtodisplayrelationships,bothquantitativeandqualitativeWhererelationshipistoocomplexforwordsnottoosimplenortoocomplex–multiplerelationshipscanbeobscuredbygraphicWherevisualimpactwillhelpconveymessageGraphicformatshouldbeconsideredfirst;ifagraphisnotoptimal,thenconsiderwordsoratable SteadygrowthofbankingassetsLendingbalancekeepsstableCHINACOMMERCIALBANKINGSECTORISLARGEWITHSTEADYGROWTH1,4911,5211,6781,893CAGR(97-00):7.9%8299971,0681,067CAGR(97-99):10%YoY:0%Banking(1)assetattheendoftheperiod(2)(USDBN)Lendingoutstandingbalanceattheendoftheperiod(3)(USDBN)Excludingpostofficefinance,urbanandruralcreditcooperatives2000isanestimate,assumingICBC,CCBandBOCaccountingfor60%ofthebankingsectorasset2000isanestimate,assumingthe4majorbanksaccountingfor72%ofthebankingsectorloanoutstandingbalanceSource:ChinaFinancialAlmanac;IMD;Lit.search;BCGanalysisExample MARKETPROJECTIONPRIMARILYBASEDONCOUNTRYSTATISTICSANDCONSUMERRESEARCHProjectionMethodologyChinamarketpotentialParametersDriversSourceVolumeGrowthRevenue#ofbabies%onBFAverageconsumptionAveragepricebyproducttypeWeightedvolumeXXXFuturetrendofparametersBirthratePopulationGeographyIncomeAgeofbabyUsagebehaviorProductbystageManufacturerownershipPackagetypeShareBirthgrowthrateBFusagetrendPricetrendConsumerresearchCross-countrycomparisonStatisticsBureauCompetitiveanalysisStorechecksTradeinterviewsStatisticsBureauConsumerresearchDeskresearchERCreportCompetitiveinterviewsExample WHATDOYOUWANTTOSAY?ColumnPieLineStackedColumnMapBubbleRelationshipMultiplePieAreaBarSpiderScatterChangesovertimePartsofawholeComparisonofseveralitemsorplacesRelationshipsbetweenvariablesDescriptiveExplanatorySimpleinformationComplexinformationWhentousewhat? SOMEBASICRULESFORDESCRIPTIVEGRAPHICSForTimeSeries,UseaColumnorLineChartWesternculturesreadtimeasmovingfromlefttorightCommonconventionUseacolumnorstackedcolumnchartifFewerthantenorsotimeperiodsDataisaccumulatedindiscreteoccurrencese.g.,periodsofproductionUsealineorareachartifMorethantenorsodatapoints/periodsDataiscontinuousorcumulativee.g.,numberofstores,stockpricesbydaysTrends(i.e.,slopes)arethepointyouwanttomake GROWTHINTRADEFINANCESLOWEDANDWILLREMAINSLUGGISHTradefinanceexpectedtodecline10%in1998Totaltradefinance(US$B)15%27%16%9%Slow-downinexternaltradehascontributedtothedeclineExpectedtradesetbackinthenearfuturewillfurthermaketradefinancedeclineSource:HKbankingindustry;ParibasAsiaSecurities;HKMonetaryAuthorityCAGR92-9714%4%-10%Tradevolumegrowth13%24%17%3%2%-5%Example SOMEBASICRULESFORDESCRIPTIVEGRAPHICSForItemComparisonsorComparisonofPartsofaWhole,UseaBarChartoraStackedColumnChartUseabarchartforMarketresearchsurveyresponsesCompetitorcomparisonsreservescolumnchartsfortimeseriescomparisonsleavesroomforlonglabelsontheleftaxisUseastackedcolumnchartforCoststructuresorcoststructurecomparisonsRegionalmarketsharecomparisonsChangesordifferencesinmixacrosstimeorcompetitors MOTHERSWILLINGTOBREASTFEEDBUTWOULDUSEINFANTFORMULAEASASUPPLEMENTSupplementbabyfoodBabyfoodbetterforbaby“Cannot”breastfeed(notenoughmilk)Donothavetimetobreastfeed(e.g.workreasons)Others(1)Total0-6month6-12month1-3year(1)Typicalotherreason:babylikesitSource:Surveyresults;BCGanalysisWhydoyouchoosebabyformulae?Example FOREIGNPLAYERSALREADYHASASTRONGFOOTINTOFOREIGNCURRENCYBUSINESSShareofforeigncurrencyloans(Asattheendof1999)4majorstate-ownedbanksOtherlocalbanksForeignbanksExample SOMEBASICRULESFORDESCRIPTIVEGRAPHICSForComplexSpatialandTemporalComparisons,aRangeofMappingTechniquesAreAvailableUseterritorymapforMarketattractivenessCompetitorpenetrationUseaprocessortimemapforEfficiencymeasuresTimelinesProcessflows SOMEBASICRULESFOREXPLANATORYGRAPHICSForRegressionsandCausalRelationshipsUseanXYscatterchartforPointregressionsdonotshowregressionlineifslideisforexploratorypurposesbutincludeitifyouaresureofthepointyouwanttomakeUseabubblechartforregressionswhereAthirddimensionisrequirede.g.,assetsorsalesbubblesizeshouldalwaysrefertosize-relatedvariable(e.g.,assets,butnotprofitability) AFFLUENTISANATTRACTIVESEGMENT,GENERATINGHIGHESTCONTRIBUTIONPERCUSTOMERSegmentbreakdownofcontributionpercustomerUpper150Affluent40500007000Annualcontributionpercustomer(US$)-2500Sizeofmarket(m)(No.ofcustomers)-515Mass802500Source:Pressliterature,ACNielson,Business-On-Line,MinistryofCommerce,BCGcaseexperienceandanalysis=Totalcontribution(B)Example SOMEBASICRULESFOREXPLANATORYGRAPHICSFor“Novel”ComparisonsUseaspiderchartforGapanalysisalongmultipledimensionssimultaneouslyperceptionsvs.realityclientvs.competitorsUse“novel”graphicswhereanunusualpointneedstobemadeDifficulttodeviseButsometimesnothingelseworks? TABLESAREALSOUSEDTODISPLAYQUANTITATIVEANDQUALITATIVEDATAUseatablewhenYouhavetoomanyrelationshipsforagraphYouwanttomakeyourcalculationsovertYouwanttoemphasizeindividualvalueseitherwords–typesofdistributorsornumbersDonotusetablesformostotherapplicationsTendtobeclutteredanddifficulttoread,obscuringthemessageTendtouseitasbackuporappendix WORDSLIDESHAVESEVERALUSESToleadaudiencethroughlogicflowNotusedforproof,exceptforinterviewquotesTosummarizefindings,recommendationsTopresentqualitativeinformationMostconceptscanbeeffectivelypresentedinwordsTopresentverysimplisticdataButdon’tburynumbersinslide–difficultforaudiencetograspthemeaning PresentsthemessagebothvisuallyandverballyUsuallybestwithsimpledataorconceptualgraphicHowever,makesuretheslidesdonotbecometooconfusingCOMBININGFORMATSCANMAKEMESSAGESTRONGER CUSTOMERINTERACTIONFARFROMIDEAL%ofCallsHandledTransferredReferred35%ofallcustomerservicecallsaretransferredorreferred“I’vebeenbackandforth,backandforth(betweenBillingandCustomerService)aboutsixtimes.”CustomerofGranadaHillsCustomerServicewhenaskedifhewouldliketobetransferredtoBilling“I’vefinallyspokenwithsomeonewithsomeintelligence—afteraboutsixconversations.”IratecustomerofGranadaHillsCustomerService“Itwouldbesomucheasierifwecouldjustlookatthebill.”CustomerServicereptoBillingrepwhencallingtogetinformationforcustomerCustomersarefrustratedbyprocessSources:CallMonitoring(GranadaHills,Ohio,Louisville,Indiana,Garland);ConsultingAnalysis652510Example FOLLOWINGEXAMPLESPRESENTSAMEDATAINDIFFERENTFORMATSQuantitativedataSalesandprofitovertimeComparisonoffeaturesforproductsinmarketTwooptionsfortechnicalspecialistdeploymentQualitativedataFlowofpresentationSegmentation Saleshavegrownby11%perannumsince1989CompanyXsold$60millionin1989Salesexpectedtobe$90millionin1993Profitshavegrownmorerapidlyat17%perannumCompanyXhadprofitsof$16millionin1989Profitsexpectedtobe$20millionin1993Exercise1Source:AbcoDataPROFITSGROWINGFASTERTHANSALES-1 Exercise2CAGR(%)1119Dollars($,million)SalesProfitsSource:AbcoDataPROFITSGROWINGFASTERTHANSALES-2 PROFITSGROWINGFASTERTHANSALES-3Exercise119891990199119921993CAGR(%)Sales($,Million)Profit($,Million)606673819011101215182019Source:AbcoData FOCUSINGONSMALLCUSTOMERSWILLPROVIDETHEMAXIMUMLEVERAGE-1AtechnicalspecialistspendsmoretimewithlargecustomersAnaverageof8hoursinpersonpercallforlargecustomers,versus...15minutesonphonepercallforsmallcustomersConsequently,asinglespecialistcancovermoresmallcustomersCanonlyserveonelargecustomerperdayCanserve8smallcustomersperdayExercise2Source:PhoneCo. FOCUSINGONSMALLCUSTOMERSWILLPROVIDETHEMAXIMUMLEVERAGE-2ExerciseOn-siteTimewithLargeCustomerNumberofcustomersservedinonedayOn-phoneTimewithSmallCustomer8hrs.115min.32Source:PhoneCo.Timespentperservicecall FOCUSINGONSMALLCUSTOMERSWILLPROVIDETHEMAXIMUMLEVERAGE-3TimeSpentperServiceCallPossibleCallsperDay8hrs.15min.132Exercise2Source:PhoneCompany AGENDAOrdertakingCustomerconversationOrderentryintosystemManufacturingSchedulingProductionDistributionPackagingShipmentExercise3 AGENDACustomerconversationOrderentryintosystemExercise3SchedulingProductionPackagingShipmentDistributionManufacturingOrderTaking TODISPLAYINFORMATIONEFFECTIVELY,YOUNEEDTOFocusonyouraudienceandwhattheyneed/wanttoknowStartwiththeirconcernsTelltheirstory,notyourstoryFocusonkeyconceptsandcharactersFromaudience’sperspectiveTomaketextmorecoherentToprovidecontextfortheaudienceOrganizeslidesaroundtheaudienceandtheimportantconcepts,characters THESLIDE—THEBASICBUILDINGBLOCKTITLEBODYSupportformainpointWords•SchematicTable•Graph(s)TAKEAWAY,ORTRANSITIONTONEXTSLIDEMaybeoralMainpointoftheslideNotes,Source HOWTOMAKESLIDESUSERFRIENDLYTitleContextatbeginningNewinformationatendBodyConsistentsubjectsformainpointstheconceptsandcharactersSimplegrammaticalstructureandparallelstyle THETRANSITIONRELATESTHISSLIDETOTHENEXTONEKeepsthestorygoingSummarizestheslide,reiteratesthemainpoint,ordrawsoutimplicationsCanbewrittenororalTheslide"sexclamationpoint THISISWHERETHETITLE(ALLCAPS)ISPOSITIONEDThesubtitlefollowswithonlyaninitialcapThebodyofawordslidefollowsanoutlineformat,beginningwithmainpointswhichstartwithacapitalletterThesecondleveliscalledabulletpoint;italsobeginswithacapitalletterthethirdleveliscalledadashpoint;itbeginswithalowercaseletterthefourthletterisadotpoint(nocap);itisbesttoavoidtheseNoendpunctuationfollowsanyofthesepoints RECOMMENDEDFORMATFORTABLESANDBOXESTypeofassignmentCorporatestrategyMarketingstrategydevelopmentClientMajorGermanbrewerMajorU.S.brewerScottishbrewerVariousMajorEuropeanbrewerAustralianwine&spiritscompanyMajorU.S.brewerGoalofthestudyStrategicalliancesinEuropeAcquisitionstrategyStrategydevelopmentAcquisitionsinbrewingandsoftdrinksinSpainEuropeanbrandBrandextensionstrategiesBrandpositioningBackup THISISTHEFORMATFORTABLESChainSegmentOff-premiseSupermarketC-storeDrugGasLiquor/OtherOn-premiseTotalMarketGrowth4.86.22.07.05.66.02.04.6ShareGain6.97.12.00.127.710.724.57.11989-90CAGRTotal(%)11.713.34.07.133.316.726.511.7%DuetoSalesEffortsDrivingGrowthSource:MarketResearchBackup RECOMMENDEDGRAPHFORMAT100755025019801981198219831984Scalein12pointYlabelcenteredin12pointGraphheading16point,capitalletterforfirstwordLegendin12/14withbox**OptionalSource:Textinsidegraphflexible(12or14ifpossible)Xlabelin12point(14x9)Backup USETHESEQUESTIONSTOREVIEWYOURSLIDESHowdoesthisslidecontributetothestory?Howdoesithelptheaudiencetoaddresstheirneeds?Doesmanagementwant/needtoknowwhat"sonthisslide?Everythingontheslide?Isthepointofthisslideclear?Isitclearlylaidoutinthetitle?Isthetitlecloselyconnectedtothebodyoftheslide?Isthebodyoftheslideeasytoread?Isitparallel?Doesitcontainanyunneededmaterial?ThiswillleadtothePyramidThinking/Logicinournextsession RECAP:WHATDOYOUSEEONAGOODSLIDELogicalandinterestingstorylineSimple,tothepoint(nomorethan6keypointsononeslide)CatchyoureyeKeymessagestandsoutConclusionalwayssupportedby(appropriate)dataandanalysisDataalwaysstatedwithsourceConsistentformatandcolorschemesNotypos '