墙山的策略7.16.pptVIP

YN 2009-7-16 目录Agenda 墙的概念/Concept 墙的陈列/Wall Merchandising --蓝/黄/绿墙的陈列规则/BYG Wall Merchandising Rule --蓝/黄/绿墙的陈列参考/BYG Wall Merchandising Referrence --益生墙的陈列参考/ Health wall Merchandising Referrence 各团队墙的执行/ BYG Wall Execution by team 山的概念/Mountain Concept 山的陈列/Mountain Merchandising 各团队山的执行/ Mountain Execution by team 好处Benefit 1.吸引消费者购买，推动店内销售 Attract consumer buy our Product, and push in-store sales value 2.增强竞争力 Increase Competitiveness 3.帮助消费者容易把我们的品牌与其他品牌区分 Make consumer know different between our brand and others 4.使消费者容易了解我们的子品牌 Make consumer know our sub-brand easily 5.指导促销员和理货员理货 Help CSR merchandiser to merchandising 目标Objective GBD总的陈列面≥陈列面最大的竞争对手 10% GBD merchandising ≥ 10% of the best Competitor 1.位置 position A.当蓝/黄/绿墙并排陈列时，黄墙必须放在中间 Yellow wall must be in the middle when blue/yellow/green display together B.蓝墙须紧靠伊利、蒙牛销售情况较好一方 Blue wall must be beside the better of YL or MN 2.倍护不包含在黄墙内 JN 100D isn’t included in yellow wall 3.畅优280ml饮品包括在绿墙内 CY 280C included in green wall 4.BIC包括在蓝墙内 BIC is included blue wall 蓝墙参考陈列图Blue wall merchandising referrence 黄墙参考陈列图Yellow wall merchandising referrence 绿墙参考陈列图Green wall merchandising referrence 1)做入ISP，每月跟踪 Set in ISP to be tracked 2)制定各团队的墙的任务 Set target of each team 3)制定各销售人员的墙的任务 Set target of each sales rep 4)跟踪抽查制度 Track check 2009年各团队墙的任务09 Wall Target by Team 2009年“山”销售策略2009 Mountain Strategy 描述Description 好处Benefit 1.吸引消费者购买，推动店内销售 Attract consumer to buy, push the sales 2.增强竞争力 Improve competitiveness 3.令消费者多一个选择,改变消费者购买习惯 Option for consumer, to change the purchase habits 突破酸乳饮品市场 Break through S.D.B. market # 金山：从益力多中获取市场份额 Golden mountain: Take market share from Yakult # 绿山：提供更健康的酸牛奶饮品抢占其他酸乳制品市场 Green mountain: Offer healthier S.D.B. to VS others S.D.B 各销售团队金山／绿山目标Mountain Target by team 做入ISP，每月跟踪(3月起) Use ISP for Monthly Tracking 根据系统数据，每月在销售会议上汇报和跟踪 Report in Monthly Business Meeting 墙的表现—全公司 BYG Wall Performance– Total Company *