排面陈列-休闲食品-.ppt
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1、刘磊 先生 MR.MAKO,排面陈列休闲食品,Consumer Goods Implementation Guideline (Leisure Foods) 快速消费品处排面陈列指导原则 (休闲食品部门),2,OBJECTIVE: 目的: The implementation of the dry grocery dept must be respect according to the direction give it by Merchandise. 食品杂货部门的排面陈列须遵守商品部陈列的指导原则 HOW?: 方式?: - Apply to all your department the
2、 families sequences define by Merchandise. 适用于部门中陈列原则所定义的系列分类 - Optimize your linear repartition regarding your sales & profits. 优化排面,以推动销售量和利润,3,1.The configuration of the group family 1.大分类的结构 customer flow 消费者流向 family allocation 中分类分配 average linear meter 平均地面线,2.The configuration of the family
3、2.中分类的结构 customer flow 消费者流向 subfamily allocation 小分类分配 average linear meter 平均地面线,3.Plan-o-gram of subfamily 3.小分类的设计图 Seasonality of the subfamily 小分类的季节性 Min. & Max. linear requirement 最小和最大地面线要求 Assets(name, type, qty) 资产(名字,型号,数量) Plan-o-gram by element 货架平面图,4.Display rules & Photo 4。陈列原则和照片 D
4、isplay rules 陈列原则 1st priority 2nd priority 3rd priority . The description of the implementation rules and remarks of the photos are correspondingly by color 排面原则描述的颜色和照片注释的颜色是相对应的,How to read the Book ?怎样阅读本书,4,第一优先,第二优先,第三优先,Index目录,Family Code,Family Name,Page,7,9,11,16,19,22,25,30,33,36,39,42,45
5、,48,5,Famliy Code Famliy Name Number of Elements 货架数 中分类码 中分类名称 Large size store Middle size store Small size store 大 店 中 店 小 店 130 饼干极点心(咸味) 17 14 13 131 饼干及点心 (甜味) 24 20.5 17 132 蜜饯糖果零食类 38 33.5 29 138 宠物食品 2 2 2,130- Snack点心,1300 Salty Crackers咸味饼干,1301 Snack点心,1302 Chips洋芋片,7,130 Snack 点心 Averag
6、e Linear: 21 elements货架,- Snack is implement in the same area with candies and chocolate. 点心类产品可以和糖果, 巧克力等休闲食品陈列在一个区域.,8,Plan-o-gram(Average 4 elements),The gondola can be 2.8 m high or 1.4 m high,1.2M,1.2M,2.8m,The family is divided by Soda crackers and Crackers. 按分类可分成苏打饼干和咸饼干. For the Soda cracke
7、rs and Crackers is divided by nature and with flavor. 在苏打饼干和咸饼干中再分原味和加味. From up to down is small to big capacity. 从上到下按小包装到大包装陈列.,Implementation Rules陈列原则,Reference Photos参考照片,Big capacity 大包装,Crackers 咸饼干,Soda crackers 苏打饼干,Nature 原味,With flavor 加味,Nature 原味,With flavor 加味,Small capacity 小包装,10,Pl
8、an-o-gram(average 9 elements),The gondola can be 2.8 m high or 1.4 m high,11,1.2M,1.2M,2.8m,Snack is divided by ingredient: Corn based, rice based and others. 点心类产品先按品种的不同分为:玉米类, 大米类(米果), 及其它. Inside corn based , it is displayed by flavour: plain, Hot&spicy, tomato, cheese, BBQ, cream&onion, seafood
9、, and others. 玉米类再按口味分为: 原味, 辣味,蕃茄味, 芝士味,烧烤味,洋葱味,海鲜味及其它. In the others,it is divided by category:Seaweed,Wheat based & Pop. 其它类按品种分为:海苔,小麦类,爆米花. From up to down is big to small capacity. 从上到下按大规格到小规格陈列.,Implementation Rules陈列原则,Reference Photos参考照片,Others 其它类,Pop 爆米花,Wheat based 小麦类,Seaweed 海苔,Plain
10、 原味,Seafood 海鲜味,Hot&Spicy 辣味,Others 其它口味,Corn based 玉米类,Rice based 大米类,Small capacity 小规格,Big capacity 大规格,Pop is next to the corn based products. 爆米花放在玉米类产品旁边.,12,Plan-o-gram(average 4 elements),The gondola can be 2.8 m high or 1.4 m high,13,1.2M,1.2M,2.8m,Follow Shopper Decision Tree 根据购买者的决定顺序: B
11、y Package (Aluminum Pack, Canister) 先按包装(锡袋装,筒装) By Flavor (Plain, Hot & Spicy, Tomato, Cheese, BBQ, Sour Cream & Onion, Shrimp, Chicken, Seafood, Mix, Others) 再按口味(原味, 辣味, 奶油洋葱味, 虾味, 鸡味, 海鲜味, 混合味, 其它),Implementation Rules陈列原则,Reference Photos参考图片,14,Vertical By Flavor 根据口味垂直排列,Canister 筒装,Aluminum
12、Pack 锡袋装,131-Biscuit饼干,1310 Cookies(Dry)甜味饼干,1311 Wafer/Sandwich/Roll威化/夹心饼干/卷心酥,1312 Pies/Soft Filling Cake派/夹心蛋糕,1313 Assortment/Gift Box礼盒,1313 Chinese Cake中式蛋糕,15,131 Biscuits 饼干 Average Linear: 21 elements货架,- Biscuits is implement in the same area with candies and chocolate. 甜饼干可以和糖果, 巧克力等休闲食品
13、陈列在一个区域.,16,1410 Cookies(Dry)甜味饼干 Average Linear: 5 elements货架,Display in the snacking area. Due to the place allocated to the cookies, the category are put in order as: Dry biscuits natural, chocolate biscuits, butter cookies, biscuits fruit flavors, nutritious & other flavors. 陈列在休闲食品区域, 甜饼干的陈列顺序依
14、此为:原味, 巧克力味, 奶油味, 水果味, 营养饼, 其它口味甜饼干.,17,Plan-o-gram(average 5 elements),The gondola can be 2.8 m high or 1.4 m high,18,1.2M,1.2M,2.8m,Biscuits is separated vertically by cookies and Sweet plain, then it displayed by flavor: Plain, Chocolate, Milk, Butter, Nutritious and others. 饼干先分成曲奇和一般甜饼干, 然后再按 口
15、味纵向陈列: 原味, 巧克力味,牛奶味, 奶油味, 营养饼干及其它. The family display should follow: from up to down is small to big capacity. 分类的陈列原则必须遵循:小包装放在上 面, 大包装放在下面.,Implementation Rules陈列原则,Reference Photos参考照片,Cookies-Nature 曲奇-原味,Small capacity 小规格,Big capacity 大规格,Cookies-Chocolate 曲奇 -巧克力味,Sweet plain-Chocolate 甜饼干-巧克
16、力味,Kids biscuits is displayed in one element. 儿童休闲类饼干放在一节货架内.,Sweet plain-Butter 甜饼干-奶油味,19,Others 其它,Nutritious 营养饼干,1311 Wafer/Sandwich/Roll威化/夹心饼干/卷心酥 Average Linear: 8 货架elements,1 element,1 element,1 element,Wafer Cream奶油威化,1 element,Wafer Other Flavors其他威化,Wafer Chocolate巧克力威化,1 element,1 elem
17、ent,1 element,1 element,Sandwich Chocolate巧克力夹心饼,Sandwich Other Flavors其他夹心饼,Sandwich Strawberry草莓夹心饼,Egg Roll鸡蛋卷,Egg Roll with Flavors加味鸡蛋卷,Display in the snacking area. The category are put in order as: Wafer chocolate, Wafer cream, Wafer other flavors, Sandwich chocolate,Sandwich strawberry, Sand
18、wich other flavors, Egg roll, Egg roll with flavors. 陈列在休闲食品区域, 排列顺序依此为巧克力威化, 奶油威化, 其它口味威化, 巧克力 夹心饼, 草莓夹心饼, 其它口味夹心饼, 原味蛋卷, 加味蛋卷.,20,Plan-o-gram(average 8 elements),The gondola can be 2.8 m high or 1.4 m high,21,1.2M,1.2M,2.8m,The family is divided by category: Wafer,Sandwich,Egg roll. 产品按品种不同分为:威化,夹
19、心饼干,蛋卷. Wafer is separated vertically by flavor: Chocolate, Cream, Others. 威化根据口味垂直陈列: 巧克力味, 奶油味, 其他口味. Sandwich is also divided by flavor: Chocolate, Strawberry and others. 夹心饼干也是按口味纵向陈列: 巧克力味, 草莓味和其它口味. Egg roll is displayed by 2 main flavors: Plain & flavor. 蛋卷主要有两中口味: 原味和其它口味.,Implementation Rul
20、es陈列原则,Reference Photos参考照片,Wafer 威华,Wafer chocolate 巧克力威华,Wafer other flavors 其他口味威华,Sandwich chocolate 巧克力夹心饼干,Wafer cream 奶油威化,Sandwich strawberry 草莓夹心饼干,Sandwich 夹心饼干,Egg roll 蛋卷,Sandwich other flavor 其他口味 夹心饼干,Plain 原味,flavor 加味,22,1412-1413 Pies/Soft Filling Cake-Assortment/Gift 派/夹心蛋糕/礼盒 Aver
21、age Linear: 4 element货架,All these categories are put in the snack area and close to the cookies and wafter, egg roll. the category are put in order as: Pies, Soft filling cake, Assortment & Gift. 派和礼盒陈列休闲食品区域里, 并接近曲奇和威化. 排列顺序依此为: 派, 夹心蛋糕, 组合包装 礼盒.,23,Plan-o-gram(average 4 elements),The gondola can b
22、e 2.8 m high or 1.4 m high,24,1.2M,1.2M,2.8m,The family is divided by ingredient: Pies,Cake,Gift box. 按品种不同分为:派,夹心蛋糕,礼盒. Pies is displayed by flavor: Chocolate, Egg, Fruit and others. Then from up to down is small capacity to big capacity. 派按口味垂直陈列: 巧克力口味, 蛋黄口味, 水果味及其它. 小包装到大包装从上到下 陈列. Soft cake is
23、displayed by flavor: Chocolate & Fruit . 夹心蛋糕按口味垂直陈列: 巧克力口味, 水果味. Gift box is divided by different ingredient, Then from up to down is small capacity to big capacity. 礼盒先区分不同的种类垂直陈列,小听装 到大听装从上到下陈列.,Implementation Rules陈列原则,Reference Photos参考照片,Small pack 小包装,Big pack 大包装,Small pack 小包装,Soft cake 夹心蛋
24、糕,Egg Pie 蛋黄派,Fruit Pie 水果派,Other Pie 其它派,Chocolate Cake 巧克力夹心蛋糕,Gift box 礼盒,Fruit Cake 水果夹心蛋糕,Pie 派,Chocolate Pie 巧克力派,25,Big pack 大包装,1414 Chinese Cake 中式蛋糕 Average Linear: 5 elements货架,2 elements,3 elements,Saquima (Chinese Cake)沙琪玛,Other Chinese Cake其他中式蛋糕,- Chinese Cakes Bulk Should be put insi
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