联合利华ppt课件.ppt
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1、Unilever HPC China,联合利华中国HPC,World Class Sales Force by end 2005,How will we do this?,我们怎样达成我们的目标?,使我们的销售队伍 在2005年底 达到世界级水准!,Availability Visibility Everywhere Everyday Profitably,These 5 words drive everything we do!,这5个词组可以推动我们所做的每一件事!,任何时间 任何地方 使我们的产品随处有售 陈列最佳 并创造利润,The Unilever China Sales Strat
2、egy,Availability, Visibility, Everywhere, Everyday, Profitably,Develop our Skills and Capabilities that will allow us to maximise our Availability and Visibility of Unilever China Products, Everywhere and Everyday within the China Retailing Market, Profitably.,联合利华中国的销售策略,任何时间,任何地方,使我们的产品随处有售,陈列最佳,并
3、创造利润,发展我们的 技能 和 能力 ,我们将更好地做到使联合利华的产品在中国的零售市场中任何时间,任何地方,随处有售,陈列最佳,并创造利润。,The Unilever China Sales Strategy,Availability, Visibility, Everywhere, Everyday, Profitably,We will do this through developing the widest possible reach for our products, through Innovative and Leading Customer and Distributor
4、Management Processes and Techniques, improved Price Control, the best Merchandising, the best execution of Promotion and Consumer Activities, the best use of our Resources, and most of all, we will do this by Being the Best that we can Be.,我们将通过以下方法来达成我们的目标:发展更广泛的分销;不断地创新,优异的客户,分销商管理体系和技巧;改良的价格控制;最佳
5、的陈列;更好地完成通路及消费者促销;最优化地利用我们的资源;最重要的是 - 我们应尽最大所能做到最好。,任何时间,任何地方,使我们的产品随处有售,陈列最佳,并创造利润,联合利华中国的销售策略,The Unilever China Sales Strategy,Availability, Visibility, Everywhere, Everyday, Profitably,Develop our Skills and Capabilities that will allow us to maximise our Availability and Visibility of Unilever
6、China Products, Everywhere and Everyday within the China Retailing Market, Profitably.,We will do this through developing the widest possible reach for our products, through Innovative and Leading Customer and Distributor Management Processes and Techniques, improved Price Control, the best Merchand
7、ising, the best execution of Promotion and Consumer Activities, the best use of our Resources, and most of all, we will do this by Being the Best that we can Be.,联合利华中国的销售策略,发展我们的 技能 和 能力 ,我们将更好地做到使联合利华的产品在中国的零售市场中任何时间,任何地方,随处有售,陈列最佳,并创造利润。,任何时间,任何地方,使我们的产品随处有售,陈列最佳,并创造利润,我们将通过以下方法来达成我们的目标:发展更广泛的分销;
8、通过不断地创新,优异的客户,分销商管理体系和技巧;改良的价格控制;最佳的陈列;更好地完成通路及消费者促销;最优化地利用我们的资源;最重要的是 - 我们应尽最大所能做到最好。,BALANCE,Improve the way we do Business,Strengthen the Front Line,平衡,改进我们做生意的方法,加强销售第一线,Trade Marketing,Skills Development,Systems & Information,Structure & Resource,Distributors,A/B Stores,Communication,POSM,A Win
9、ning Team,沟通,技能的发展,通路行销,A/B 店,结构&资源,店头宣传品,系统 & 信息,分销商,一支获胜的队伍,Trade Marketing,通路行销,Translate the Brand Strategies into actionable Guidelines for Sales (must be followed) 把品牌销售策略转变为可供销售员操作的指导方针(必须执行) Adopt a refined Category Structure and use the Unilever Category Management Process 采用精确的产品类别结构并使用联合利
10、华产品类别管理程序 Plan 12 months in advance, focus next 6 months, implement next 3 months 12个月预先制定计划,6个月重点关注,3个月确保执行,Trade Marketing,通路行销,Adopt Regional Strategies and allocate budgets to improve implementation and speed of response 采用区域性的策略和预算分配来提高执行和反应的速度 Focus on Value Adding Activities, simplify and eva
11、luate 专注于增加价值的活动,简单化,并进行评估 Need a clear strategy on what to do, how to do, who to do 需要一个清晰的策略 - 做什么,怎样做,谁去做,Structure & Resource,结构&资源,Evolve to a 3 Channel Strategy as we take control of A / B Stores. Develop Integrated 2 Channel Service Strategy. A/B店直供后,逐步改进为3条通路策略。发展一体化的2条通路的服务策略。 All ASMs will
12、 prepare a “Resource Plan” for their areas. (Map the Customers & USSC to service them) 所有的ASM都要为各自的地区准备一份“资源计划”。 (在地区地图上标出客户位置,以及USSC怎样提供服务) Move to Customer Based Structure centered in Shanghai and allocate store operations to Regions 实行以客户为基础的结构,由上海为控制中心,由各区域执行各店的运作。,Structure & Resource - Key Acc
13、ounts,结构&资源 - 主要客户,Plan Promotions and Activities 12 months in advance, submit 3-6 monthly 预先制定12个月的促销活动计划,3-6个月确保实施 Implement Quarterly Business reviews with Forward Looking Focus 每个季度对业务进行回顾,以确定下一步工作的重点 Prepare Joint Customer Development Plans with Ownership on both sides 同客户协商制定互惠互利的发展计划 Conduct
14、regular Top to Top meetings with Key Customers to build relationships 在主要客户中实行高层对高层常规会议,以建立良好的业务关系,Structure & Resource,结构&资源,Adapt Training, Trade Marketing & Sales Commercial Reporting at different stages of development 使培训、通路行销和销售商务适应不同的发展阶段 Adapt revised Category Structure to provide relevant fo
15、cus on each category and region 适应修改后的产品类别结构,根据不同的类别和区域提供有针对性的方案 Develop Strategy for implementing non category specific Promotions & Merchandising Resource (2700 Promoter Merchandisers in Top 1800 Stores Nationally plus KA) 执行非产品类别的促销和陈列发展策略(在全国前1800家店内设2700名促销员/理货员),POSM,店头宣传品,Trade Marketing to t
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