拜访八步骤课件讲义汇总.ppt

*;*;*;*;*;*;*;*;*;*;*;*;*;*;*;*;*;*;*;*;*;*;*;*;*;*;;什么是产品生动化? what is merchandising;产品生动化 Merchandising;;为什么产品生动化重要呢? Why merchandising important?;产品生动化标准Merchandising Standard;;;;;产品/设备位于当眼处 Product / Equipment placed in most accessible/visible location 店堂内, 在货架, 陈列架和冷冻设备内的百事产品, 应该: In outlet: Pepsi products (warm, display, and equipment) should be: 最先被消费者看到的饮料 First beverage to be seen by the customer 醒目, 容易拿到 Easily reached and most visible 与冲动型产品相邻, 如: 休闲小食, 巧克力等 Placed near impulse products, i.e. snacks, chocolates, etc.  仓库内: 百事产品应放在最易提货的位置 Backroom: Pepsi products should be located in the most accessible location.;产品应保持清洁并在标明的保质期内 Product should be clean and with-in date code 我们承诺向消费者提供高质量的产品 We will provide good quality products to our consumers 产品有一定的货架保质期Our products have a limited shelf life 生产日期印于包装上以便检查保质期Date codes are printed on each product and help us monitor product shelf life 产品应内保质期内消费All products should be consumed with-in date code;;生产日期在产品上的标示位置因包装而异 The location of our product codes vary by package;正是因为产品质量会随着时间和温度而发生变化, Quality of our products deteriorate with time and temperature. 因此, 我们必须注意: Therefore, it is important that our products: 不能让我们的产品在货架, 堆头, 仓库内存放太久 Do not sit on shelves, in equipment, on display or in customer back rooms for a long time 不能让我们的产品曝露在阳光下 Do not sit in the sun or in warm areas for a long time 轮换旨在保持产品新鲜优质, 它包括: Rotation refers to an activity you perform in the outlet ensure our product is of the highest quality. It involves: 将旧货移到好卖的地方 Moving old product to the fastest selling area 将旧货移到消费者最易拿到的地方 Moving old product to the front or first selling position 将产品从仓库搬到销售区域 Moving product from back rooms to the selling areas;产品生动化的原则 Principles of Merchandising Excellence;1. 第一位置 Location;品牌的排列顺序 Sequence of Brands ; 品牌占有面积 Space devoted to our brands;保持一致性非常重要 Consistency is important;售点广告 (POP)的用途 Purpose of using POP; 确认在视线高度最显眼的位置 Identify locations at eye-level that