家乐福超市培训资料2棒系列商品.pptVIP

C.JAQUET - DMAG COMEX actualisation doc 20.04.00 FIRST PRICE - BANG! 棒单品 Objectives 目的 To establish or strengthen discount price image (Pricing = Discount) 建立或加强价格的形象（价格=折扣） To propose an cheapest offer in response to customer’s needs 根据顾客的需求提供最便宜的商品 To destabilize the competitors and reduce their profitability 使竞争对手动摇并且削弱他们的地位 To prepare the introduction of the Private Label items 介绍我们特有的商品 FIRST PRICE - BANG! Definition 定义 A controlled item, which should be controlled by Carrefour at all critical stages of its design and commercialization. 可被家乐福控制的商品，包括商品的设计和商业进程各阶段 An obligatory basic item (OBI), for which all stores and MD are obliged to ensure deliveries and sales without shortage during the whole validated period. 必备商品：所有店和商品部必须保证在有效期内的送货并保证没有缺货 Corresponding to the following characteristics: 与下列特点相符： a product with large sales 销售量大的商品 attractive to customers 对顾客有吸引力 with acceptable quality 可接受的质量 cheapest one the market 市场最低价 FIRST PRICE - BANG! Principles 原则 A positioning in line with Carrefour economic objectives in terms of sales development, margin improvement and gain in market share 根据销售增长，毛利提高和市场分额占有度确定与家乐福的经济目标一致。 The margin of First Price has to be above or equal to the average of family 棒单品的毛利要等于或者高于该分类的平均毛利 Each First Price item has to be renegotiated at least once a year 每一个棒单品每年至少谈判一次 Choice of markets 市场的选择 Launch First Price before Private Label Cover in priority markets with high potential volumes 在优先市场投入高潜力的数量 Analyze existing items before any new item launch 在新单品引进之前分析现有商品 Choice of suppliers 供应商的选择 Sourcing must far-reaching as possible 商品来源具有广泛性Avoid manufacturers of leading brands 避免主导品牌的厂家 Priority given to existing suppliers 优先选择现有厂家 FIRST PRICE - BANG! Principles 原则 Production and delivery control 产品和供货的控制 Based on annual potential anticipation and adjusted according to sales 本着对市场潜力的预期和根据销售调整的原则 Establish quality control including correct labeling and hanger 建立质量控制体系，包括正确的价签和钩子 Presence in the store 店内陈列 Be fully stocked by al