百事可樂(lè)(新員工)CR培訓(xùn)

SALESOnboarding單元5:

拜訪八步驟3/5/202418StepsoftheCall為什么要規(guī)范拜訪步驟？Whydoyouthinkastandardcallprocessisgood?3/5/202428StepsoftheCall百事的拜訪八步驟8Stepsofthecall1.準(zhǔn)備preparation2.打招呼GreettheCustomer3.店情察看StoreCheck4.產(chǎn)品生動(dòng)化Merchandise5.草擬訂單Determinetheorder6.PEPSI銷售陳述Presentation7.回顧與總結(jié)Curbsidedebrief8.行政工作Administration訪前--Pre-Call服務(wù)--Service陳述/銷售–Presenting/Selling訪后--Post-Call3/5/202438StepsoftheCall為什么拜訪前的準(zhǔn)備很重要？Whydoyouthinkpreparationisimportant?3/5/202448StepsoftheCall每月準(zhǔn)備monthlypreparation

每月與主管討論銷售目標(biāo)

setobjectivewithsupervisor銷量目標(biāo)reviewvolumetarget績(jī)效目標(biāo)(成功率/訂單SKU等)reviewproductivitytarget銷售發(fā)展目標(biāo)reviewsalesdevelopmentobjective（SDO）工作重點(diǎn)prioritizewhatneedstobedoneforthemonth每日準(zhǔn)備DailyPreparation

回顧業(yè)績(jī)板,回顧銷量目標(biāo)、績(jī)效目標(biāo)、銷售發(fā)展目標(biāo)和工作重點(diǎn)

reviewscoreboard,checkprogressagainstmonthlyobjectives

對(duì)照實(shí)際業(yè)績(jī)與目標(biāo)compareactualstatusagainsttarget確定當(dāng)日線路的工作重點(diǎn)identifytheoutletswillbefocusingon備齊工作工具(路線本，訂貨單，發(fā)票，合同，POP等)getsellingaids(POP)andorganizedfortheday.訪前準(zhǔn)備Pre-callplanning在進(jìn)入店鋪前回顧目標(biāo)Reviewobjectivebeforeenteringoutlet回顧路線本,明確周平均訂貨量和上周訂單量

reviewroutebook,customercardforweeklyvolume&lastorder回顧店主姓名或稱呼,選擇恰當(dāng)?shù)恼Z(yǔ)氣,口吻identifybossname回顧拜訪目的,以及上次拜訪的承諾reviewcallfocusandpromisesmadelasttime帶上POP等工具getsellingaids(POP,solutionsheets,etc)1.準(zhǔn)備--preparation2.打招呼3.店情察看4.產(chǎn)品生動(dòng)化5.草擬訂單6.PEPSI銷售陳述7.回顧與總結(jié)8.行政工作3/5/202458StepsoftheCall在你看來(lái)，為什么打招呼很重要？Whydoyouthinkwewanttogreetthecustomer?3/5/202468StepsoftheCall確認(rèn)出決策者identifydecisionmaker作自我介紹introduceyourself與店內(nèi)非決策者保持友好關(guān)系

keepgoodrelationshipwithnon-decisionmaker避免使用易引起反面回答的招呼方式

avoidusinganygreetingstylewhichmaycausenegativeresponses觀察店主的情緒,選擇恰當(dāng)?shù)脑掝}

examineboss’smoodandselectpropertopic主動(dòng)處理緊急問(wèn)題

preempturgentissues1.準(zhǔn)備2.打招呼Greetthecustomer3.店情察看4.產(chǎn)品生動(dòng)化5.草擬訂單6.PEPSI銷售陳述7.回顧與總結(jié)8.行政工作3/5/202478StepsoftheCall為什么要察看店鋪？看些什么?Whyisitimportanttocheckthestore?Checkwhat?3/5/202488StepsoftheCall查看店鋪,尋找機(jī)會(huì)walktheoutlettolookforopportunities檢查SKUcheckSKUopportunities點(diǎn)庫(kù)存(以產(chǎn)品生動(dòng)化后為準(zhǔn))recordinventoryaftermerchandising尋找陳列機(jī)會(huì)陳列架,冰柜Rack&Cooler貨架和產(chǎn)品堆頭Shelf&Display售點(diǎn)廣告POP產(chǎn)品輪換Rotation尋找競(jìng)爭(zhēng)對(duì)手陳列及活動(dòng)competitoractivity

檢查價(jià)格pricingissue1.準(zhǔn)備2.打招呼3.店情察看Storecheck4.產(chǎn)品生動(dòng)化5.草擬訂單6.PEPSI銷售陳述7.回顧與總結(jié)8.行政工作3/5/202498StepsoftheCall作產(chǎn)品生動(dòng)化的步驟是什么?Whatdoyouthinkwemeanbymerchandiseourproducts?3/5/2024108StepsoftheCall確保所有百事產(chǎn)品都以正確的方式執(zhí)行生動(dòng)化:ensureallPepsiproductsareproperlymerchandised

確保所有庫(kù)存產(chǎn)品的輪轉(zhuǎn)ensureallstockisrotated

清除超期產(chǎn)品removeoutofcodeproduct

根據(jù)現(xiàn)有標(biāo)準(zhǔn)使產(chǎn)品生動(dòng)化

Merchandisealldisplaysaccordingtocurrentstandards

補(bǔ)充冰柜貨架和陳列架

Replenishcoolers,racksandshelfarea

需要時(shí)清潔陳列架和設(shè)備

cleanshelvesandequipmentasneeded1.準(zhǔn)備2.打招呼3.店情察看4.產(chǎn)品生動(dòng)化Merchandise5.草擬訂單6.PEPSI銷售陳述7.回顧與總結(jié)8.行政工作3/5/2024118StepsoftheCall確保各SKU均有充足的庫(kù)存ensureappropriateproductsandpackagesareavailable為百事產(chǎn)品,貨架和冰柜爭(zhēng)取最佳位置

obtainbestlocationsforPepsiproductsincluding,displays,visi-coolers,racks所有百事產(chǎn)品,依照陳列標(biāo)準(zhǔn)放在一起bundleallPepsibrandstogether瓶上的百事商標(biāo)面向消費(fèi)者ensurebottlelablesarefacingconsumers清潔貨架、瓶身和售點(diǎn)廣告(POP)Cleanshelves,bottlesandPOPmaterial使百事產(chǎn)品享有公平合理的陳列空間getafairshareofspaceforPepsiproducts從百事陳列架上和冰箱內(nèi)移走競(jìng)爭(zhēng)對(duì)手的產(chǎn)品Removecompetitorsproductsfromourcrates/visi-coolers將購(gòu)貨點(diǎn)宣傳材料放在醒目和客流量高的區(qū)域placePOPinvisibleandhightrafficareas檢查標(biāo)價(jià),確保醒目明確makeourpricingapparenttotheconsumer

調(diào)整倉(cāng)庫(kù)內(nèi)存貨位置arrangestocksinbackroom按照先進(jìn)先出的原則,輪換倉(cāng)庫(kù),貨架和冰柜內(nèi)的產(chǎn)品

rotatestockstoputolderproductsinfrontandontop產(chǎn)品生動(dòng)化清單

CheckingListforMerchandising3/5/202412MerchandisingStandards你認(rèn)為,草擬訂單是一個(gè)什么樣的過(guò)程?Whatdoyouthinkhappenswhenyoudeterminetheorder?3/5/2024138StepsoftheCall草擬訂單是為了避免斷貨

theprocessavoidsOOS你的路線本是幫助你完成此項(xiàng)任務(wù)的關(guān)鍵工具yourroutebookisthekeytooltoperformthistaskwell

記錄現(xiàn)有庫(kù)存(不包括貨架、冰柜的陳列庫(kù)存)determinecurrentstockexclusiveofdisplayedstock

對(duì)照庫(kù)存需求擬定每個(gè)SKU的建議訂單

identifyinventoryneedsanddevelopyoursuggestedorderonroutecard

估算出上次拜訪以來(lái)的實(shí)際銷量

determineactualsalessincelastvisit

與客戶達(dá)成對(duì)建議訂單的協(xié)議

agreeonthesuggestedorderwithcustomer

將訂購(gòu)記錄在路線本上updateorderinroutebook1.準(zhǔn)備2.打招呼3.店情察看4.產(chǎn)品生動(dòng)化5.草擬訂單

determinedtheorder6.PEPSI銷售陳述7.回顧與總結(jié)8.行政工作訂單=(庫(kù)存需求–現(xiàn)有庫(kù)存)x增長(zhǎng)系數(shù)庫(kù)存需求=過(guò)去8周平均(庫(kù)存+訂貨)*增長(zhǎng)系數(shù)根據(jù)當(dāng)?shù)?當(dāng)時(shí)情況而設(shè),一般為1.5~23/5/2024148StepsoftheCall練習(xí)：請(qǐng)根據(jù)以上路線卡數(shù)據(jù)(兩周庫(kù)存及訂貨)草擬今天 (4月20日)的訂單 (假設(shè)增長(zhǎng)系數(shù)為1.5）草擬訂單練習(xí)3/5/2024158StepsoftheCall練習(xí)答案3/5/2024168StepsoftheCall銷售陳述時(shí),你會(huì)向客戶陳述什么內(nèi)容?Whatdothinkhappenswhenwepresenttothecustomer?3/5/2024178StepsoftheCall這是向客戶推銷新想法的過(guò)程。我們用方案表這一工具來(lái)支持推銷。你向客戶陳述的內(nèi)容由你的主管和“準(zhǔn)備”步驟中的工作決定.ThisistheprocessofsellinganewideatothecustomerWeutilizeaSolutionSheettosupportthesale.WhatyoupresenttothecustomerisdeterminedbyyoursupervisorandduringthePREPARATIONstep.P 陳述機(jī)遇presenttheopportunityE 解釋方案與利益

ExplainthesolutionandbenefitsP

提供詳情(providethedetails)S 達(dá)成交易(客戶答應(yīng))Securethesale(customersaysyes)I 實(shí)施跟進(jìn)步驟Implementnextsteps這是推銷的開(kāi)始1.準(zhǔn)備2.打招呼3.店情察看4.產(chǎn)品生動(dòng)化5.草擬訂單6.PEPSI銷售陳述7.回顧與總結(jié)8.行政工作3/5/2024188StepsoftheCallP.E.P.S.I方案表示例–七喜FIDO上市

狀況統(tǒng)計(jì)數(shù)字表明,檸檬口味是第二大碳酸飲料(23%)可樂(lè)味為(37%),是第一七喜富有沖擊力的新包裝和受廣大消費(fèi)者喜愛(ài)的Fido

形象復(fù)出現(xiàn)代年輕人永于嘗試和敢于追趕時(shí)代潮流

機(jī)遇世界水平的檸檬口味飲料很少，七喜是代表之一帶有Fido形象的新包裝七喜正對(duì)網(wǎng)絡(luò)時(shí)代的年輕一代進(jìn)行新的沖擊代表七喜的Fido形象是個(gè)性和智慧的象征，也是追求時(shí)尚的

年輕人的偶像，這些人正是常常光顧您的商店的消費(fèi)者P

方案訂購(gòu)新包裝七喜，利用百事公司投入巨資的廣告和各種媒體的資源來(lái)擴(kuò)大您的生意量，同時(shí)還可享受專門對(duì)您的促銷，并有為您吸引客流量的精美小陳列架和提供給消費(fèi)者意外驚喜的精美禮品促銷。

它如何有效帶有Fido形象的新包裝七喜產(chǎn)品能吸引大量的年輕人(百事公司委托調(diào)查公司提供的結(jié)果)在幫您陳列新包裝七喜時(shí)，可以使您的小店和冰柜的空間得到合理的利用七喜新包裝有創(chuàng)意的消費(fèi)者促銷使您商店的客流量增加，提高了您的整個(gè)生意量

利益與百事公司合作，利用百事公司推行七喜新包裝的資源,帶動(dòng)你的整盤生意的興隆。E3/5/2024198StepsoftheCall

詳情七喜新包裝圖片，促銷階段對(duì)您優(yōu)惠政策和消費(fèi)者促銷規(guī)則及信息通達(dá)(促銷單張和海報(bào))新包裝進(jìn)貨價(jià)及建議零售價(jià)P

成功是…進(jìn)貨數(shù)量(RB,600ml,CAN)價(jià)格標(biāo)識(shí)確定產(chǎn)品陳列確定(位置和排面)POP位置及數(shù)量確定S

緊隨步驟下訂單,確定送貨時(shí)間和店員共同完成POP的張貼及促銷海報(bào)的張貼詳細(xì)解釋消費(fèi)者促銷的規(guī)則及對(duì)獎(jiǎng)時(shí)間地點(diǎn)確認(rèn)完成標(biāo)準(zhǔn)產(chǎn)品陳列活動(dòng)的雙方負(fù)責(zé)人和完成時(shí)間完成陳列后拍照完成客戶進(jìn)貨及參與促銷活動(dòng)的擋案記錄跟蹤促銷階段產(chǎn)品銷售結(jié)果并反饋IP.E.P.S.I方案表示例–七喜FIDO上市3/5/2024208StepsoftheCall你在什么時(shí)候作回顧和總結(jié)?會(huì)回顧哪些事情?WhatdoyouthinkhappensduringCurbsideDebrief?3/5/2024218StepsoftheCall花幾分鐘回顧拜訪過(guò)程Takeafewmomentstoassessyourperformance1.修訂最后訂單Recordthefinalorder2.拜訪后總結(jié)清單CurbsideDebriefChecklist成功之處Whatworkwell失敗原因Whatdidnotworkwell改進(jìn)方法Whatwouldyoudodifferently3.作記錄

takenotes路線本routebook筆記本notebook1.準(zhǔn)備2.打招呼3.店情察看4.產(chǎn)品生動(dòng)化5.草擬訂單6.PEPSI銷售陳述7.回顧與總結(jié)CurbsideDebrief8.行政工作3/5/2024228StepsoftheCall你認(rèn)為行政工作包括哪些內(nèi)容?什么時(shí)候做?Whatdoyouthinkabouttheadministration?Whentodo?3/5/2024238StepsoftheCall1.準(zhǔn)備2.打招呼3.店情察看4.產(chǎn)品生動(dòng)化5.草擬訂單6.PEPSI銷售陳述7.回顧與總結(jié)8.行政工作Administration將一天銷售過(guò)程中有用的相關(guān)信息記錄在案結(jié)算settlement(僅適用于DSD）

復(fù)核當(dāng)天的所有銷售現(xiàn)金和欠款,并繳款

Reconcileallsales,cashandcreditsfortheday安排送貨和其它承諾事宜

fulfilallcommitmentsthatyouhavemadetocustomers-提交訂單handinordersheet-設(shè)備申請(qǐng)或維修服務(wù)equipmentandrepairservice-POP需求POPneeds日常區(qū)域管理

dailyterritoryadministration-填寫業(yè)績(jī)板

updatescoreboard-對(duì)路線本作即時(shí)、必要的更新updateroutebook-與主管匯報(bào)路線上的問(wèn)題、需求和其它重要情況

Notifysupervisorofchangesnecessaryin customerdatainroutebook-完成主管要求的其它管理工作

otheradministrationtasksrequiredbysupervisor3/5/2024248StepsoftheCall請(qǐng)用你自己的話,復(fù)述一下每一個(gè)步驟.

Inyourownwords,identifythe8StepsoftheCallandbrieflyexplainwhathappensineachstep.回顧拜訪八步驟

Identify8StepsoftheCall1.準(zhǔn)備2.打招呼3.店情察看4.產(chǎn)品生動(dòng)化5.擬定單6.銷售陳述7.回顧與總結(jié)8.行政工作3/5/2024258StepsoftheCall拜訪八步驟角色演練

Roleplayof8StepsoftheCall要求學(xué)員組成4~5人的小組一個(gè)人演客戶代表

一個(gè)人演客戶其余人擔(dān)任觀察員每個(gè)小組自行設(shè)計(jì)拜訪情景，至少應(yīng)包括：客戶的渠道，以往銷售情況（百事，競(jìng)爭(zhēng)對(duì)手）客戶代表今天的拜訪目標(biāo)及SDO店面場(chǎng)景：貨架、冰柜、柜臺(tái)等1~2個(gè)客戶異議

準(zhǔn)備5~10分鐘后，各小組逐一進(jìn)行演練演練完成后，當(dāng)組觀察員作評(píng)論（優(yōu)缺點(diǎn)及如何改進(jìn)）其他學(xué)員進(jìn)行評(píng)論（優(yōu)缺點(diǎn)及如何改進(jìn)）3/5/2024268StepsoftheCall

實(shí)地培訓(xùn)

OntheJobLearning當(dāng)結(jié)束實(shí)地培訓(xùn)后,你應(yīng)該可以

:Whenyouhavecompletedthistradeactivityyoushouldbeableto:明確客戶拜訪中的八個(gè)步驟

Identifythe8stepsofthecall簡(jiǎn)單解釋在每個(gè)步驟中的責(zé)任和工作

Brieflyexplainyourresponsibilitiesineachstep回答本單元的理解測(cè)試題

Answerthequestionsinyour“VerificationChecklist”forthismodule你將和一位有經(jīng)驗(yàn)的客戶代表一起拜訪客戶,親身體驗(yàn)百事銷售員是如何運(yùn)用此標(biāo)準(zhǔn)的八步驟來(lái)拜訪客戶的.Youwillspendadaywithanexperienced,CRtoexplainanddemonstratethe8StepsoftheCallduringthecourseofanormalworkday.

Youwillnowhaveanopportunitytoseehowthisstandardsalesprocessisutilizedwithourcustomers.3/5/2024278StepsoftheCall單元6:

產(chǎn)品生動(dòng)化SALESOnboarding什么是產(chǎn)品生動(dòng)化?whatismerchandising產(chǎn)品生動(dòng)化Merchandising定義:在售點(diǎn),任何一種提醒消費(fèi)者百事產(chǎn)品的存在,并促成其購(gòu)買的行為.Definition:Merchandisingistheactivitiesperformedbyyouinanoutletthatpromotesthesaleofourproductstoconsumers.方便:在盡可能多的售點(diǎn)出現(xiàn)

Convenient可見(jiàn):每個(gè)售點(diǎn)都有恰當(dāng)?shù)钠放坪桶b

Available易得:在單個(gè)售點(diǎn)中占有多處陳列

Accessible優(yōu)質(zhì):最高品質(zhì)的產(chǎn)品 Quality我們使自已的產(chǎn)品Wemakeourproducts產(chǎn)品生動(dòng)化Merchandising為什么產(chǎn)品生動(dòng)化重要呢?Whymerchandisingimportant?為什么以下方法能夠提升銷售量呢?Whydosalesincreasewhenwemakeourproducts-方便Convenient -可見(jiàn)Available-易得Accessible -優(yōu)質(zhì)Quality

產(chǎn)品生動(dòng)化標(biāo)準(zhǔn)

MerchandisingStandard百事國(guó)際創(chuàng)制了實(shí)行產(chǎn)品生動(dòng)化的標(biāo)準(zhǔn)例如確保我們的產(chǎn)品是消費(fèi)者進(jìn)入售點(diǎn)后第一個(gè)看到的碳酸飲料Wehavecreatedstandardsofperformanceformerchandising-e.g.ensureourproductsarethefirstproductsthattheconsumerseeswhentheywalkintoanoutlet.這些標(biāo)準(zhǔn)使你明確百事的要求，而又可以使整個(gè)市場(chǎng)的產(chǎn)品陳列保持一致的風(fēng)格

Thesestandardsensureclaritytoyouandconsistencyinthewayourproductsaremerchandisedthroughoutthemarketplace.生動(dòng)化標(biāo)準(zhǔn)幫助我們把握機(jī)會(huì)

Standshelpusaddresstheopportunities競(jìng)爭(zhēng)不僅局限于碳酸飲料(CSD,果汁,水,其他飲料)Competitionisnotjustsoftdrinks(softdrinks,juice,water,otherliquids)75%的購(gòu)買決定是在賣場(chǎng)內(nèi)做的

75%

ofallbrandpurchasedecisionsaremadein-store

設(shè)法將產(chǎn)品放到第一位置以抓住沖動(dòng)性購(gòu)買

Trytobeinfirstpositiontotakeadvantageofimpulsesales必須進(jìn)入所有售點(diǎn)Wewanttobeinallaccounts每個(gè)售點(diǎn)規(guī)格齊備Ourproductsneedtobeavailable

方便Convenient可見(jiàn)Available

90%的消費(fèi)者在賣場(chǎng)內(nèi)停留不到2分鐘

90%ofallshoppersspendlessthan2minutesinanoutlet

產(chǎn)品應(yīng)伸手可得

Productsneedtobewithinarm?sreach

產(chǎn)品應(yīng)一眼能見(jiàn)

Productsneedtobeeasilyseen

產(chǎn)品應(yīng)位于主人流區(qū)

productsneedtobeinprimetrafficareas+60%的消費(fèi)者不走完整個(gè)售點(diǎn)

+60%consumersdonotshoptheentirestore

產(chǎn)品應(yīng)占有盡可能多的陳列位置,Weneedtobeinmultipleprime

如端頭貨架,堆頭,冰柜設(shè)備等

positions

likegondola,visi-cooler,etc.

消費(fèi)者不會(huì)重復(fù)購(gòu)買有過(guò)糟糕體驗(yàn)的產(chǎn)品

Customerswhoexperiencedpoortastingproductwillnotpurchasetheprodductagain.產(chǎn)品必須容易拿到Ourprodcutsneedtobeaccessible產(chǎn)品必須口味良好Ourproductsneedtotastegreat易得Accessible優(yōu)質(zhì)Quality方便Convenient

飯店

Restaurants 便利店Conveniencestores 超市Supermarkets酒吧Bars 小店Kiosks 大賣場(chǎng)Hypermarkets學(xué)校Schoolcafeterias 傳統(tǒng)商場(chǎng)Traditionaloutlet咖啡館Cafes我們希望我們的產(chǎn)品出現(xiàn)在盡可能多的售點(diǎn)里Wewantourproductsinasmanyoutletsaspossible注意

:與客戶單元相銜接Ensurethisisconsistentwithpreviousmodule-Customer可見(jiàn)Available

飯店

Restaurants 便利店Conveniencestores 超市Supermarkets酒吧Bars 小店Kiosks 大賣場(chǎng)Hypermarkets學(xué)校Schoolcafeterias 傳統(tǒng)商場(chǎng)Traditionaloutlet咖啡館Cafes可見(jiàn)意味著每個(gè)售點(diǎn)都有恰當(dāng)?shù)钠放坪桶bAvailablemeanswehavetherightbrandsandpackagesineachoutlet即飲OnPremise以RB為主邊走邊喝OntheGO

以600ml和拉罐為主家庭消費(fèi)

TakeHome

以2L,1.25L,拉罐和600ml為主注意

:與客戶單元相銜接Ensurethisisconsistentwithpreviousmodule-Customer產(chǎn)品/設(shè)備位于當(dāng)眼處

Product/Equipmentplacedinmostaccessible/visiblelocation

店堂內(nèi),在貨架,陳列架和冷凍設(shè)備內(nèi)的百事產(chǎn)品,應(yīng)該:Inoutlet:Pepsiproducts(warm,display,andequipment)shouldbe:最先被消費(fèi)者看到的飲料

Firstbeveragetobeseenbythecustomer醒目,容易拿到Easilyreachedandmostvisible與沖動(dòng)型產(chǎn)品相鄰,如:休閑小食,巧克力等

Placednearimpulseproducts,i.e.snacks,chocolates,etc.

倉(cāng)庫(kù)內(nèi):百事產(chǎn)品應(yīng)放在最易提貨的位置

Backroom:Pepsiproductsshouldbelocatedinthemostaccessiblelocation.易得Accessible產(chǎn)品應(yīng)保持清潔并在標(biāo)明的保質(zhì)期內(nèi)Productshouldbecleanandwith-indatecode我們承諾向消費(fèi)者提供高質(zhì)量的產(chǎn)品Wewillprovidegoodqualityproductstoourconsumers產(chǎn)品有一定的貨架保質(zhì)期Ourproductshavealimitedshelflife生產(chǎn)日期印于包裝上以便檢查保質(zhì)期Datecodesareprintedoneachproductandhelpusmonitorproductshelflife產(chǎn)品應(yīng)內(nèi)保質(zhì)期內(nèi)消費(fèi)Allproductsshouldbeconsumedwith-indatecode在保證消費(fèi)者得到高質(zhì)量產(chǎn)品的過(guò)程中你起著關(guān)鍵作用Youhaveabigroleinensuringourconsumerscanpurchasequalityproductsfromourcustomers優(yōu)質(zhì)

Quality產(chǎn)品最佳飲用期

ProductShelfLife(單位:周inweeks)

包裝Packages膠瓶PET品牌Brand玻瓶/拉罐GlassandCans600毫升1.25升2升現(xiàn)調(diào)機(jī)Fountain預(yù)調(diào)機(jī)Premix常規(guī)產(chǎn)品Regularproducts241012141124

健怡類產(chǎn)品Dietproduct品質(zhì)量會(huì)因存放時(shí)間長(zhǎng)而下降Productqualitydeteriorateswithtime我們這里說(shuō)的最佳飲用期是指存放于貨架上的建議貨齡,它比產(chǎn)品包裝上印的保質(zhì)期要短得多.

含蔗糖的飲料,其保質(zhì)期比不含蔗糖的產(chǎn)品長(zhǎng)

Sugarbasedproducts(regular)havealongershelflifethandietproducts

陽(yáng)光和熱度會(huì)影響我們產(chǎn)品的質(zhì)量.因此,加快產(chǎn)品周轉(zhuǎn),尤其是曝露于陽(yáng)光和熱力下的產(chǎn)品,非常重要Sunandheataffectthequalityofourproducts,thereforeitisveryimportanttorotateproductinwarmclimatesandproductthatisinsunlight

要點(diǎn)

KeyPoints優(yōu)質(zhì)

Quality生產(chǎn)日期在產(chǎn)品上的標(biāo)示位置因包裝而異Thelocationofourproductcodesvarybypackage玻瓶

Returnablepackagingandsmallbottles膠瓶

PETpackaging拉罐

Canpackaging990429B09:540757生產(chǎn)日期,時(shí)刻和批號(hào)在蓋頂

thecodeisonthecrown生產(chǎn)日期在蓋的側(cè)面

thecodeisontheshoulderofthebottlecap生產(chǎn)日期在罐底

thecodeisonthebottomofthecan優(yōu)質(zhì)

Quality正是因?yàn)楫a(chǎn)品質(zhì)量會(huì)隨著時(shí)間和溫度而發(fā)生變化,

Qualityofourproductsdeterioratewithtimeandtemperature.

因此,我們必須注意:

Therefore,itisimportantthatourproducts:不能讓我們的產(chǎn)品在貨架,堆頭,倉(cāng)庫(kù)內(nèi)存放太久

Donotsitonshelves,inequipment,ondisplayorincustomerbackroomsforalongtime不能讓我們的產(chǎn)品曝露在陽(yáng)光下

Donotsitinthesunorinwarmareasforalongtime

輪換旨在保持產(chǎn)品新鮮優(yōu)質(zhì),它包括:

Rotationreferstoanactivityyouperformintheoutletensureourproductisofthehighestquality.Itinvolves:將舊貨移到好賣的地方

Movingoldproducttothefastestsellingarea將舊貨移到消費(fèi)者最易拿到的地方

Movingoldproducttothefrontorfirstsellingposition將產(chǎn)品從倉(cāng)庫(kù)搬到銷售區(qū)域

Movingproductfrombackroomstothesellingareas優(yōu)質(zhì)

Quality產(chǎn)品生動(dòng)化的原則

PrinciplesofMerchandisingExcellence第一位置 Location橫向排列 Position搶占空間 Space縱向排列 VerticalStrippingPOP使用 POPMaterials價(jià)格標(biāo)示 PriceMarking包裝面向 PackageFacing產(chǎn)品輪換 ProductRotation清潔陳列用品 EquipmentCleaning1.第一位置 Location百事產(chǎn)品應(yīng)陳列在店面的第一位置，如軟飲料區(qū)中客流方向的入口處、收銀臺(tái)旁，以吸引沖動(dòng)購(gòu)買

PepsiproductsshouldbedisplayedattheFIRSTPOSITIONsoastobethefirstsoftdrinkstheconsumersseeinthetrafficflow

練習(xí)：在以下渠道客戶，哪些店面位置是第一位置？超市雜貨店餐館客流方向Traffic品牌的排列順序

SequenceofBrands

每一行的品牌均按順序排列

Productsareplacedaccordingtosequence2.橫向排列 Position品牌比例為百事可樂(lè):七喜:美年達(dá)=5:2:3品牌占有面積

Spacedevotedtoourbrands百事所占銷售空間>

百事在購(gòu)貨點(diǎn)的銷售份額

Pepsishareofspace>Pepsishareofoutlet

百事所占銷售空間>

百事市場(chǎng)份額

Pepsishareofspace>Pepsimarketshare消費(fèi)者相信最顯眼的產(chǎn)品一定較受歡迎Consumersbelievemostvisibleproductsaremorepopular3.搶占空間 Space 保持一致性非常重要

Consistencyisimportant公司主要品牌放在一起

Corporatebrandsbundledtogether非公司主要品牌排在其后

Non-corporatebrandsfollowcorporatebrandsintheflow水放在一排的最尾

Watershouldbelastintheflow上下塊狀陳列

Stripeourbrands品牌名稱面向消費(fèi)者

Brandnamesfacingtheconsumer大包裝放在下層

Largepackageonbottomshelves個(gè)人飲用包裝放在最上層

Singleservepackageontopshelves4.縱向排列 VerticalStripping售點(diǎn)廣告(POP)的用途

PurposeofusingPOP.在有限的空間也能吸引顧客注意力

Attractconsumer?sattentioninlimitedspace可以配合媒體廣告和主題促銷

alignwithmediaad.andthemepromotion

可以為促銷和特價(jià)活動(dòng)做廣告

advertiseforpromotoinandspecialprice幫助傳遞百事產(chǎn)品的自豪感

helpPepsisalesprovetheproductpridetoPepsiproduct協(xié)助銷售員贏得店主支持

caterforcustomertowinsupport5.POP使用 POPMaterial確認(rèn)在視線高度最顯眼的位置

Identifylocationsateye-levelthathavemostvisibility

尋找售點(diǎn)廣告最可能保留較常時(shí)間的位置

LookforlocationswherePOPmaterialislikelytohavealonger

避開(kāi)其它售點(diǎn)廣告過(guò)于集中的地方

StayawayfromPOPclutter

爭(zhēng)求客戶許可，將舊售點(diǎn)廣告清除并清潔周圍區(qū)域

Askcustomers?permissiontoremoveoldsignsandcleansuroundingarea

堅(jiān)持由自己放置購(gòu)貨點(diǎn)宣傳材料(POP)/標(biāo)牌

InsistonplacingPOPmaterial/signyourself

定時(shí)清潔和更新售點(diǎn)廣告

PeriodicallycleanandupdatePOPmaterial

確保每個(gè)售點(diǎn)擁有售點(diǎn)廣告或標(biāo)牌

PlacePOPtoensureeachoutlethassign/POP投放售點(diǎn)廣告的方法ChecklistonhowtoplacePOPmaterial百事2升特價(jià):6.40元/瓶產(chǎn)品標(biāo)價(jià)Productpriceisvisibletotheconsumer很多消費(fèi)者在不知道價(jià)錢的情況下不會(huì)購(gòu)買

Manyconsumerswillnotpurchaseaproductiftheydonotknowtheprice產(chǎn)品的標(biāo)價(jià)應(yīng)當(dāng)清晰易見(jiàn)

Thepriceofourproductsshouldbeapparenttotheconsumer6.價(jià)格標(biāo)示

PriceMarking每一種包裝在陳列時(shí)應(yīng)把中文商標(biāo)面向消費(fèi)者以增強(qiáng)視覺(jué)效果和突出品牌選擇

AllproductsshouldbedisplayedwiththeChineselabelfacingtheconsumertoimprovevisibility7.包裝面向

PackageFacing新貨在后排Newproductinback舊貨在前排Oldproductinfront在售點(diǎn)內(nèi)的具體要求:

Thistechniqueappliesinallareasoftheoutlet. -前排放舊貨

movealloldproducttothefront -后排放新貨

placenewproductbehindtheoldproduct這樣,消費(fèi)者總是先將舊貨買走Therefore,consumerspurchasetheoldproductfirst舊前,新后Oldproducttothefrontnewproductsbehindtheold先進(jìn)先出

FirstInFirstOut8.產(chǎn)品輪換

ProductRotation貨架、展示柜/冰柜等一切銷售百事產(chǎn)品的陳列用品都應(yīng)保持干凈整潔

Shelves,racks,visi-coolersthatsellPepsiproductsshouldbekeptcleanandtidyatalltime9.清潔陳列用品

EquipmentCleaning陳列效果圖–小店MerchandisingMapping-Kiosk陳列點(diǎn)MerchandisingLocations貨架Shelf冰柜

Visi-cooler柜臺(tái)CounterPOP物料

POPMaterial百事時(shí)鐘

PepsiClock店牌Co-opsignage貨架價(jià)格牌

ShelfTalker吊掛Daner玻璃瓶箱堆頭

CrateDisplay小陳列架Countertopdisplayrack海報(bào)Poster百事冰柜陳列標(biāo)準(zhǔn)

PepsiCoolerMerchandisingStandard橫向排列:從左到右分別是百事\（清檸\輕怡）\七喜\美年達(dá)(橙\葡萄\青蘋果)

Horizontalstocking縱向排列Verticalstocking上輕下重Smallpacksontop中文品牌朝外Chineselogostofaceout頂部陳列CAN/PET600或冰柜頂 DisplayCAN/PET600ortopper純度>75%Pure>75%（MT渠道=100%）沒(méi)有可口及康師傅 NoCokeandKSFtea2.00百事冰柜陳列標(biāo)準(zhǔn)

PepsiCoolerMerchandisingStandard產(chǎn)品生動(dòng)化練習(xí)

PracticingMerchandising分成若干小組按照產(chǎn)品生動(dòng)化原則及標(biāo)準(zhǔn)進(jìn)行練習(xí)貨架陳列冰柜陳列各小組之間互相檢查，發(fā)現(xiàn)并討論機(jī)會(huì)點(diǎn)客戶代表在我們的產(chǎn)品生動(dòng)化中的職責(zé)RoleoftheCRinMerchandisingourProducts確保所有庫(kù)存都正確輪換Ensureallstockisproperlyrotated

盤點(diǎn)倉(cāng)庫(kù)庫(kù)存

Checkinventoryinbackroom

將最舊貨移到銷售好的位置Moveoldestproducttothefastestsellinglocations

為所有我們產(chǎn)品所在的區(qū)域做產(chǎn)品生動(dòng)化

Merchandiseallareawhereourproductisavailabletotheconsumer

給貨架,陳列架、冷柜、堆頭補(bǔ)貨

Replenishwarmshelf,coolers,racks,anddisplays

清除過(guò)時(shí)產(chǎn)品或破損產(chǎn)品

Removeoutofdateproductordamagedproducts

清潔貨架,堆頭,陳列架,冰柜等所有產(chǎn)品生動(dòng)化設(shè)備

Cleanwarmshelves,displayareas,andallequipmentutilizedtomerchandiseourproducts讓消費(fèi)者知道我們產(chǎn)品的零售價(jià)(當(dāng)推出特價(jià)時(shí),更要讓消費(fèi)者對(duì)此引起注意)Ensurethattheconsumerknowstheretailpriceofourproducts.(Whenourproductsareonsale,thesavingsrealizedfromtheregularpriceshouldbeidentifiedtotheconsumer)確保所有百事產(chǎn)品都以正確的方式執(zhí)行生動(dòng)化:ensureallPepsiproductsareproperlymerchandised

確保所有庫(kù)存產(chǎn)品的輪轉(zhuǎn)ensureallstockisrotated

清除超期產(chǎn)品removeoutofcodeproduct

根據(jù)現(xiàn)有標(biāo)準(zhǔn)使產(chǎn)品生動(dòng)化Merchandisealldisplaysaccordingtocurrentstandards

補(bǔ)充冰柜貨架和陳列架

Replenishcoolelrs,racksandshelfarea

需要時(shí)清潔陳列架和設(shè)備

cleanshelvesandequipmentasneeded1.準(zhǔn)備2.打招呼3.店情察看4.產(chǎn)品生動(dòng)化Merchandising5.擬訂單6.PEPSI7.回顧與總結(jié)8.行政工作我們確保產(chǎn)品和展示區(qū)域的清潔Andweensureourproductsanddisplayareasareclean在第四個(gè)步驟中，我們確保產(chǎn)品得到正確的輪轉(zhuǎn)DuringStep4,weensureourproductisproperlyrotated確保各SKU均有充足的庫(kù)存ensureappropriateproductsandpackagesareavailable為百事產(chǎn)品,貨架和冰柜爭(zhēng)取最佳位置

obtainbestlocationsforPepsiproductsincluding,displays,visi-coolers,racks所有百事產(chǎn)品,依照陳列標(biāo)準(zhǔn)放在一起bundleallPepsibrandstogether瓶上的百事商標(biāo)面向消費(fèi)者ensurebottlelablesarefacingconsumers清潔貨架、瓶身和售點(diǎn)廣告(POP)Cleanshelves,bottlesandPOPmaterial使百事產(chǎn)品享有公平合理的陳列空間getafairshareofspaceforPepsiproducts從百事陳列架上和冰箱內(nèi)移走競(jìng)爭(zhēng)對(duì)手的產(chǎn)品Removecompetitorsproductsfromourcrates/visi-coolers將購(gòu)貨點(diǎn)宣傳材料放在醒目和客流量高的區(qū)域placePOPinvisibleandhightrafficareas檢查標(biāo)價(jià),確保醒目明確makeourpricingapparenttotheconsumer

調(diào)整倉(cāng)庫(kù)內(nèi)存貨位置arrangestocksinbackroom按照先進(jìn)先出的原則,輪換倉(cāng)庫(kù),貨架和冰柜內(nèi)的產(chǎn)品

rotatestockstoputolderproductsinfrontandontop產(chǎn)品生動(dòng)化清單

CheckingListforMerchandising你將和一位有經(jīng)驗(yàn)的客戶代表一起拜訪客戶，期間,他將向你示范我們是如何在市場(chǎng)上做產(chǎn)品生動(dòng)化的.

YouwillberidingwithacurrentCustomerRepresentativeorwithyourTDM.Theywilldemonstratethepropertechniqueformerchandisingourproductsinthetrade.跟線時(shí),你應(yīng)當(dāng)盡可能地向客戶代表詢問(wèn)關(guān)于產(chǎn)品生動(dòng)化的標(biāo)準(zhǔn)等事宜

Asyouspendthedaywiththisexperiencedsalesperson,askhimquestionsregardingourMerchandisingStandards.結(jié)束跟線,重返課堂時(shí),你應(yīng)能回答以下問(wèn)題

Youshouldbeabletoanswerthefollowingquestionswhenwegettogetheragain:

什么是產(chǎn)品生動(dòng)化

Whatismerchandising?

為什么產(chǎn)品生動(dòng)化很重要

Whyitisimportant?

對(duì)于客戶

Tothecustomer

對(duì)于消費(fèi)者

Totheconsumer

對(duì)于公司

Toourcompany

為什么產(chǎn)品生動(dòng)化可以成為競(jìng)爭(zhēng)優(yōu)勢(shì)?

Whyitcanbeacompetitiveadvantage?我們做產(chǎn)品生動(dòng)化的指導(dǎo)思想是什么?

Whatareourmerchandisingguidelines?你在做產(chǎn)品生動(dòng)化時(shí)的職責(zé)和角色是什么?

Whatisyourroleinmerchandising?

回答本單元理解測(cè)試的問(wèn)題.

AnswerthequestionsinyourVerificationChecklistforthismodule?實(shí)地培訓(xùn)OntheJobTraining第一位置FirstPosition產(chǎn)品輪換Rotation全線分銷FullLineDistribution面向PackageFacing售點(diǎn)廣告PointofPurchase標(biāo)價(jià)PriceMarking面積/銷量比SpacetoSales斷貨OutofStock解釋術(shù)語(yǔ)Clarifyterminology

術(shù)語(yǔ)

定義/解釋第一位置 我們要使自已的產(chǎn)品成為消費(fèi)者進(jìn)店后第一眼看到的飲料。所以,我們要考慮Firstposition

消費(fèi)者者經(jīng)過(guò)的路徑,確保我們的產(chǎn)品和設(shè)備是他們第一個(gè)看到的碳酸飲料

Wewantourproductstobethefirstsoftdrinksthattheconsumerseesastheywalkthe store.Considerthenormalpaththattheconsumerwalksandensurethatourproducts andequipmentarethefirstCSDsthattheysee.輪換

Rotation

輪換,清潔和陳列是我們常規(guī)服務(wù)的一部分。正確的產(chǎn)品輪換能使消費(fèi)者購(gòu)買 到我們最優(yōu)質(zhì)的產(chǎn)品。Packagerotationandcarefulcleaningofourproducts anddisplaysshouldbepartofourregularservice.Properrotationofourproductswill ensurethattheconsumertastesthehighestqualityproductwehavetooffer.

產(chǎn)品輪換是指售點(diǎn)內(nèi)現(xiàn)有產(chǎn)品應(yīng)排放在新到貨品的前面Rotationmeansthatthe productintheoutletpriortoanewdelivery,isputinfrontoftheproductweareaboutto deliver.全線分銷 每一類型的售點(diǎn)和陳列設(shè)備都有具體的陳列標(biāo)準(zhǔn)。這些標(biāo)準(zhǔn)要求所有售點(diǎn)都Fulllinedistribution 應(yīng)該做到品種齊全,備貨充足,優(yōu)質(zhì)美味.Wehavespecificstandardsforeach typeofoutletandforeachtypeofmarketingequipment.Alloutletsshouldcarryas manyproductsandsizesofPepsibrandsaspossible.(whileensuringwemaintainour qualitystandards)

售點(diǎn)內(nèi)產(chǎn)品的種類多少會(huì)影響消費(fèi)者的購(gòu)買。Consumersareinfluencedbythe varietyofproductsavailableinanoutlet.

術(shù)語(yǔ)

定義/解釋面向

陳列產(chǎn)品時(shí),包裝的商標(biāo)應(yīng)面向消費(fèi)者,這樣能突出產(chǎn)品圖案的Packagefacing

吸引力。Eachpackageshouldbedisplayedwiththelabelfacingtheconsumer. Thisimprovestheappearanceandhighlightsattractivepackagegraphics.售點(diǎn)廣告

是能夠幫助消費(fèi)者認(rèn)出我們產(chǎn)品的材料。

Thesearematerialsthathelp

(POP)theconsumeridentifyourproducts.

售點(diǎn)廣告常常有我們產(chǎn)品的照片和一些關(guān)于我們產(chǎn)品特點(diǎn)的介紹。 我們用它們來(lái)宣傳產(chǎn)品價(jià)格和促銷活動(dòng).TypicallyPOPincludesa pictureofourproductsandidentifiessomevaluetotheconsumer.WeusePOPto identifyprice,promotions,andspecialcampaigns.標(biāo)價(jià)

PriceMarking

所有的產(chǎn)品和貨架上都應(yīng)清楚標(biāo)價(jià)。有效使用購(gòu)貨點(diǎn)宣傳材料可以 吸引消費(fèi)者的注意清楚地標(biāo)明我們的價(jià)格可以減少消費(fèi)者對(duì)我們 產(chǎn)品的疑惑Allproductsandshelvesshouldbeclearlypriced.Theeffectiveuse ofPointofPurchase(POP)drawsattentiontoourproducts.Clearlyidentifyingour pricereducesconsumerconfusionaboutthevalueofourproducts.

術(shù)語(yǔ)

定義/解釋面積/銷量比 這一術(shù)語(yǔ)提示我們，軟飲料所占的陳列面積應(yīng)該表明我們?cè)诖耸埸c(diǎn)Spacetosales

所占的銷售份額Thustermsuggeststhatthespacedevotedtosoftdrinksshouldbe indicativeofthevolumewerepresentinanoutlet.

不同品牌占取的不同陳列空間,顯示出現(xiàn)在不同品牌的銷售量。良好的 空間管理有助于防止斷貨.Thespacewedevotetoourownbrandsshouldbe representativeofthecurrentsalesvolume,bybrand.Byproperlymanagingourspace wehelpeliminateOutofStocks(OOSs)斷貨 售點(diǎn)內(nèi),任何一款產(chǎn)品的賣完,即是斷貨.OutofStock(OOS)

Whenacustomersellsoutofanyofourproducts,wecallthisconditionanout-of-stock. (ThecustomerhasrunoutofstockatasellinglocationwithintheoutletSALESOnboarding單元7:

銷售陳述3/5/202466Selling-WhatisSelling客戶為什么不購(gòu)買？Whydocustomersresistbuying?客戶為什么不購(gòu)買WhyCustomersResistBuying認(rèn)為沒(méi)必要NoPerceivedneed(他們不認(rèn)為有盈利機(jī)會(huì))(theydonotperceive/believeintheopportunityforgain)認(rèn)為沒(méi)好的方案NoPerceivedsolution(他們不相信你的方案表)(theydon‘tbelieveinyoursolution)不信任Distrust(若干理由-有些可能與你有關(guān)，也有些可能與你無(wú)關(guān))(anynumberofreasons-somemayberelatedtoyou,somemaynot)不著急Nourgency(客戶要推遲作出決定)(customerwantstoputoffthedecision)一致的銷售過(guò)程CommonSellingProcess我們通過(guò)一致的銷售過(guò)程來(lái)解決客戶不購(gòu)買的問(wèn)題。Weutilizeacommonsellingprocesstohelpovercomecustomerobjections.

我們稱之為PEPSI銷售過(guò)程。WecallitthePEPSISalesProcess.

這是一套直觀輔助方案，協(xié)助你銷售我們的產(chǎn)品、提供我們的服務(wù)。Itisavisualaidthathelpsyousellourproductsandservices.你的工作是讓客戶明白銷售百事產(chǎn)品對(duì)他的業(yè)務(wù)有何幫助。Yourjobistohelpthecustomerunderstand

howsellingPepsiproductsisgoodforhisbusiness.每個(gè)字母代表不同的步驟

EachLetterStandsforaDifferen