终端实物培训.pptVIP

* * 议程 认知篇 ——现代化通路主要的经营策略介绍 实战篇 ——终端通路各环节实务解析 * * 现代零售客户的发展特点及应对措施 特点一、 超市业务的环节多，终端工作繁重且具挑战性 应对策略： 1、培养一批高素质的终端人才 2、强化对现代零售客户的管理工作 * * 现代零售客户的发展特点及应对措施 做好现代零售客户的管理工作： 1、制定相应的陈列、宣传标准和管理措施 2、规范合同管理、对账期、价格、促销明确标准 3、加强费用管理，按程序进行，实行表格化管理 4、建立终端信息管理系统，及时进行掌控分析调整 5、针对各地差异，做好衔接，落实专人具体管理 6、经常做市场查核，注意新品与排面缺断货状况 * * 现代零售客户的发展特点及应对措施 特点二、 客户经营商品品种过多，产品易被“淹没” 应对策略-抢货架，抓陈列 1、黄金陈列位与龙位的抢占 2、产品的生动化陈列与相关激励 3、正常货架陈列丰满，争取更多的陈列面 4、美观醒目的陈列与POP的支持 * * 现代零售客户的发展特点及应对措施 特点三、 双休日、节假日和店庆的客流量大 应对策略： 1、抓住超市客流高峰，有效调整作业时间 2、有针对性的开展形式多样的促销活动 * * 现代零售客户的发展特点及应对措施 特点四、 现代零售客户通常实施末位淘汰制 应对策略： 1、进场后终端推广要跟进，避免末尾淘汰 2、定期汇总分析销售状况，对面临淘汰危机的客户及时与企划沟通，寻求解决方案 * * 现代零售客户的发展特点及应对措施 特点五、 现代客户容易发生配送不及时，配送不当状况 应对策略： 1、对促销商品和有严格送货限制的客户建议虚拟库存 2、做好与顶通的沟通协调工作，及时进行信息反馈 3、定期与客户协商修改配送频次与最低起定量 4、对于有客户DC配送不到位的状况，尽速沟通，协商改由直送单店 * * 决胜终端，步步为赢！ * * * Script: Now, using the diagonal band as a guide, let’s discuss how Brio’s specific products fit within this business performance software category. We’ll build from the lower left of this 2D chart to the upper right . . . Increasing both the value of the data that is accessed and analyzed and the visibility into company performance (the two axes) along the way. That is, as we can access and use more data in more sophisticated ways, it becomes more valuable to the organization. And, as we perform more sophisticated analysis on the data AND distribute it more fully to those who can use it for improved decision making, greater visibility into the organization’s performance results. So, like the quadrant chart, there is no undesirable location on this chart . . . It just becomes more desirable as we move up and to the right and gain greater value from data and improve visibility into performance. First, most organization’s have built or bought some major software applications and databases that automate the Key transactional systems within the enterprise. This growing base of data represents huge potential that a business intelligence soluti