凌洁冰：道营销管理培训课件.pptVIP

* * This chart explains the progression towards Category Captaincy - only by working progressively from the base can Category Captaincy be achieved. Service Reliability should be a given these days. Key Points * * 曹辉在杭州郊县门店的卖入，与总经理、店长谈完后，将要签合同时，突然杀出个新来的“采购经理”，推翻前面确认的内容，要300元一个条码 * * Explain the difference between Gross Profit Mark Up * 1. Ask the delegates to complete the figures in the spaces 2. Show the ‘answer’ chart 3. Explain ‘how to’ calculate using the formula chart * Note: This section covers more advanced measures and should be used as appropriate to delegate ability and need 1. Explain, demonstrate and then test for understanding in each area. Conclude with the test and a review of DPP 2. Challenge delegates as to how they might use these measures in their day job * * * 华联：VMI：经销商库存管理系统：他们的销售数据系统强 农工商：网站与客户沟通 联华：内部系统沟通 问题：你和你的客户处于什么水平？ 讨论：举实际的客户，如何将合作关系提升一格？ 问题：你和你的公司是什么样的合作关系呢？ * * This chart is a score card devised by a leading retailer to mark the progression of their suppliers. The level you need to attain depends on the level of development/sophistication of your customers. Ask where the delegates they think they are and should they be at a 5 … if not, why not i.e. a market may not have retailers sufficiently developed to warrant the high cost of a level five sales person Key Points * Objective To confirm the personal needs of a typical buyer Technique Use this if necessary to demonstrate the difference between individual needs and business needs. Key Points 优先品类(PC)的SWOT分析(表B-2) 确定品类的目的：-确定城市的策略 PC/DC品类根据以下原则制定城市行动计划 确定优先发展品类及其发展计划 优先品类发展计划(表B-3) 三大考虑因素 品类的季节性 重大节日 公司的市场支持计划 城市通路联动，分通路作计划 从门店(终端)8要素制定行动方案 分销推进 陈列改善(正常货架/二次陈列) 价格管理 库存管理改善 助销手段与计划 品类全年促销计划 年度销售目标 (NIV，By SKU,By 客户,表C-1) 年度销售推进计划 网点覆盖推进(表C-2) MHS分销推进(表C-3) 客户渗透改善目标 客户服务水平推进计划 C：年度销售目标与计划 年度销售目标(By 城市，By SKU,By客户，表C-1) 年度销售目标基于至少3个因素： 全年AP(个人计划应?AP) 市场实际潜力 AP月份的权重 市场潜力发展分析 时间因素：品类的季节性因素、节假日等 分销推进计划 新店开张计划及新网点覆盖计划 销售目标3张报表： 城市总量 By品类 By客户 网点覆盖推进 目标：例如：A市每季度覆盖完成98%以上