VIP与三个代表课件.ppt

* XM 2002 2003 VIP Program VIP 项目的指导思想 Principles of VIP Program “三个代表”是VIP 售点选择和工作的指导思想 3 standards for VIP outlets selection VIP售点是代表高饮料销量的售点（包括所有软饮料）。 VIP outlets must have high volume (including all soft drink) VIP售点是代表高人流量的售点。 VIP outlet must have high traffic VIP售点是代表在当地有影响力,在各渠道消费者第一反应可以想到的售点。 VIP outlets must be influential in local market. The 1st to be thought of among consumers VIP专卖计划将包括全区所有适宜的客户，参与计划的客户必须纳入直营或者P101管理中。 All outlets meeting the standards can participate in the program. They will included in the DSD and P101 system VIP 项目的具体操作模式 3 modules for VIP Programs VIP项目包括专卖、AMP、KA客户合作三种具体的操作模式： VIP Program includes 3 types: exclusive selling, AMP and KA outlets 专卖：全系列饮料专卖（包括CSD和NCB），完全排除其他任何厂家的POP以及店招遮阳蓬等生动化工具，冰箱/柜等冷冻设备，生动化、冰冻化100%符合我司标准。 Exclusive selling: sell full line KO products(including CSD and NCB)with merchandising 100% meets KO standard; Totally excludes other manufacturer’s POP, merchandising tools, coolers;. AMP：英文全称为 Annual Merchandising Plan，即全年生动化合作。包括符合“三个代表”，但未能参与专卖的售点，主要考核生动化标准，尽量做到专卖；AMP售点将成为公司长期合作伙伴，公司将对之进行有效的生动化考评，存优去劣。 AMP: Annual Merchandising Plan. outlets meets the 3 standards but not sell exclusively KO.Try to make KO exclusive store. AMP will become our long term partner, whose merchandising will be checked by KO. Only those with qualification will be kept. KA客户合作：KA客户都应包括在VIP客户中，具体操作由KA部门选择、实施。 KA outlets: all KA outlets should participate in VIP program. The KA department to be responsible for the details and execution VIP 项目的战略目的 Purposes of VIP Programs 专卖：Exclusive Selling 针对竞争对手签约售点的反击，我们希望能够告诉竞争对手，我们有实力反击任何疯狂的市场行为： Counter attack on our competitors’ exclusive selling program. We hope we can convey the message to our competitors: we have the power to attack any crazy marketing activities. 1、增加竞争对手维持和继续发展专卖售点的签约成本； 1. Raise the cost of competitors maintaining its contract with their exclusive selling stores 2、直接打击对手，收回专卖售点，破坏竞争对手的专卖合同。 2. Terminate competitors’ exclusive selling contract with t