BP润滑油资料6.pptVIP

* Purpose: POP Drivers (inc. Delegate benefits) To agree the POP drivers and to discuss how each can have a different impact on our products Context: Understanding the relative and differing importance each of the POP drivers has on Why It’s Important our products, helps us to focus on where we will put the emphasis with customers What It Follows From/Leads To What It Links To How To Do It … : 1. Ask the group to think about what the key things are which influence volume The key elements with customers. 2. Encourage them to think outside the areas over which they have some input / control, e.g. the weather, economy, competition, seasons, advertising, etc. as well as those areas where they are directly involved, i.e. range, space, promotions, etc. 3. Capture all of their responses on a flip chart - aim to get 20+ 4. From the flip chart tick and cross those areas where they have / don’t have input / control 5. All of the ticks should be POP drivers or directly related to a POP driver - you may get some discussion about some points but you should be able to relate them to POP drivers Key Messages (3-5): A. Key role of sales B. Although many things influence volume only a small number are under the direct control of sales Approx. Time / Logistics: Discussion : 20 minutes * Purpose: POP Drivers (inc. Delegate benefits) To agree the POP drivers and to discuss how each can have a different impact on our products Context: Understanding the relative and differing importance each of the POP drivers has on Why It’s Important our products, helps us to focus on where we will put the emphasis with customers What It Follows From/Leads To What It Links To How To Do It … : 1. Ask the group to think about what the key things are which influence volume The key elements with customers. 2. Encourage them to think outside the areas over which they have some input / control, e.g. the weather, economy, competition, seasons, advertising, etc. as well as those a