系统性销售康师傅营业主管培训课件.ppt

營業主管研討會 Michael Su Jan. 10, 2002 業務能力的發展階段 觀念性的銷售 範例 系統性的銷售 系統性的銷售 A multi-functional strategy to deliver brand and/or product volume and profit by working cooperatively with our individual customers (includes Distributors) to build their sales, market share, and profit in the categories in which we compete. Category Management, logistic and systems cooperation, activity-based costing, annual planning and shared common analytic tools and databases. 營業業務運作系統 客戶管理 內容 公司對客戶的承諾 公司與客戶的Business Model Category Concepts - 從客戶的立場看 客戶的滲透 - 掌控K/A Customer Business Review Plan Customer Profit Assortment Shelf Management 客戶管理 - 滲透 掌握您的K/A Account Background – history, growth pattern, # of stores/average weekly dollar volume per store, current share of the market business, and major competitor Account Specific Objectives – 業績成長目標 (整體/Category)/展店目標 客戶品項現況(品類 區格 SKUs): 客戶A/B/C stores 品項標準 公司品項與客戶總體品項比較 vs. share 比較 公司品項與競爭者品項比較 vs. share 比較 4. 貨架現況： 客戶貨架策略/棚割圖/誰決定/誰作/何時變 新品的貨架作業 客戶貨架現況分析（整體空間 位置 排面 區隔方式） 掌握您的K/A 5. TG/堆頭陳列： Display原則策略; 決定者/執行者 ; Store 如何使用/ 誰決定數量/ 可否承租 6. 價格：價格策略 誰定 要求毛利 平時比價的對象 何時會改 標價作業 7. DM/Featuring: 客戶的政策要求/份數/DM成本/版面大小/作業 8. Promotion: quarterly/monthly promotions presented and scheduled merchandising activity; high volume impact promotion activity; Procedure for presenting promotion plan (key decision makers/promotion order policy and policy for contests, premium, in-store giveaway, trial size, pre-price, bonus pac