批发渠道三季度活动指引讲解.pptVIP

咖啡指标及投资费比 重点说明: 48条：仍以OUT结算，TPP稳定为8%，8月开始减为6%。遵循期初期末库存均衡原则以控制费用不超。 礼盒：请按照各区提交的分配拿走指定的量，7月开始做SI，8月完成SO。 自主计划：区域自主提报，不超8%费比。 订货会客户奖励：仅可适用于订货会现场给客户奖品/返利，不要进行分配，没举办则撤销该笔费用。 糖果重点 坚决抬升威化价盘 坚持分销趣满果 东区喜糖上市推广 订货会客户奖励（糖果支持）：暂未发放，不要进行分配，根据实际订货会计划（不超过季度销量的0.4%）支持。 “买趣满果送陈列架”助销小店分销！ --POSM TBC * 奶品重点 坚持扩张基础分销单品的铺市与流转 抓住MAF节庆契机，拉动礼盒销量 重点说明: 全脂375G：费用全以TPP 2%运作。 甜粉280G和麦片500G忠诚度奖励：同Q2运作方法一致。 自主计划：区域自主提报，挨个沟通。 订货会客户奖励：暂未发放，不要进行分配，根据实际订货会计划（不超过季度销量的0.4%）支持。 * 1- Chinese consumers have evloved Middle class and urbanization growth, associated to increased buying power Consumers are “valuing up”, looking for more premium, indulgent snacks, while still enjoying mainstream products Strong pull of the Chocolate and Plain Biscuit categories and switch of consumers Shopping behaviors have changed, shifting to online and overseas spend 2- CCS has not evolved with them PRODUCT Not up to consumer expectations (freshness) BRAND Not positioned to address target consumers – from Mums with Kids to Youthful Minded People PRICE/FORMAT/CHANNEL Over-reliance on large format, decrease in value for money INVESTMENTS Tactical VS Strategic Brand Building Strategy for Q3 2015: Drive consideration and penetration back, through a tactical re-launch making best use of our assets Packaging: Launch a refreshed and more contemporary packaging, delivering appetite appeal, new news in-store incl. visibility program, allowing to speak about the brand Portfolio: Roll-out the new formats NPD’s to: Fix issues in Modern Trade (Pricing and Execution) Address new business models (E-commerce variants) capture occasions Communication: Rebuild consideration by creating product desire with our TA. Remind consumers of CCS’s great taste and appeal * Page * Page * NESCAFé 2011-2021 GBS – Strictly confidential Page * Page * Page * Nestrade China To update this brand zone text, on the Insert tab, click Header Footer To update this brand zone text, on the Insert tab, click Header Footer 全国批发渠道三季度重点 * * 三季度核心重点