15New-Category Strategies(CHN)课件.ppt

Where Are We in the Process?在这个过程中我们处于什么阶段？- The Triple Win Strategy 三赢战略 Category Strategies.… 品种分类战略.…  The Strategic Category Plan 战略性品种分类计划 Traffic building 运输构建 Transaction building 交易构建 Cash generating 现金产生 Profit generating 利润产生 Image enhancing 提升形象  Turf defending 业务领域的保护 Excitement creating 形成刺激 Category Strategy...… 品种分类战略 --Supply Side Strategies 供应方战略 Procurement 采购 Acquisition - sourcing processes and cost of goods practices 收购-寻求货源过程及其成本行为 Order/Payment Transaction - order payment processing efficiency 订购/付款交易-订购付款处理效率 Distribution 分配 Product Handling - supply chain product handling efficiency 产品装卸-供应链产品装卸效率 Transportation - supplier/distributor transportation practices 运输-供货商/经销商运输行为 Inventory Management - system inventory efficiency 库存管理-系统库存效率 Soft Beverage Stratogram软饮料分层表 Traffic Building Strategy运输构建战略 Strategy Description 战略说明 Retailer will increase traffic in stores by aggressively promoting selected FC CSDs (Occasional Promotions on Bottled Water) and aggressively merchandising FC CSDs and FC Soft Beverages. This strategy will increase Retailer’ shopping trips and increase Retailer’ Soft Beverage HH Penetration. Traffic Building Strategy运输构建战略 Traffic Building Strategy 交易构建战略Achieving this strategy will deliver an incremental $844,366 in sales and $25,311 in net contribution dollar profit to Retailer. 实现此战略，将使零售商的销售额增加844,366美元，净效益增加25,311美元。 Strategy Description 战略说明 Retailer will increase traffic in stores by aggressively promoting selected FC CSD’s and aggressively merchandising FC CSD’s and FC Soft Beverages. This strategy will increase Retailer shopping trips and increase Retailer’s CSD HH Penetration 经销商通过积极推销指定的FC CSDs（瓶装水不定期促销）和大力经营FC CSDs和FC软饮料，需要扩大货物进出运输量。此战略将增加顾客光顾零售店的次数，并提高零售软饮料HH的渗透程度。. Target Consumer 目标用户 $40,000+ Income 收入$40,000以上 3+ HH w/ Kids Family 每个有孩子的家庭3+HHw 35+ years old 35岁以上 Key Products 主要产品 Coca-Cola Corp 12pks. 2 Ltr. 可口可乐公司12pks. 2 Ltr. Pepsi Co