百事可樂(lè)(新員工)cr培訓(xùn)

1、2024/4/4,8 Steps of the Call,1,,單元 5:拜訪八步驟,2024/4/4,8 Steps of the Call,2,為什么要規(guī)范拜訪步驟？Why do you think a standard call process is good?,2024/4/4,8 Steps of the Call,3,,百事的拜訪八步驟 8 Steps of the call,1. 準(zhǔn)備 preparation

2、2. 打招呼 Greet the Customer3. 店情察看Store Check4. 產(chǎn)品生動(dòng)化Merchandise5. 草擬訂單 Determine the order6. PEPSI 銷售陳述 Presentation7. 回顧與總結(jié) Curbside debrief8. 行政工作 Administration,,,,,訪前--Pre-Call,服務(wù)-- Service,陳述/銷售 – Present

3、ing/Selling,訪后--Post-Call,2024/4/4,8 Steps of the Call,4,為什么拜訪前的準(zhǔn)備很重要？Why do you think preparation is important?,2024/4/4,8 Steps of the Call,5,,,每月準(zhǔn)備 monthly preparation 每月與主管討論銷售目標(biāo) set objective with supervisor銷

4、量目標(biāo) review volume target績(jī)效目標(biāo)(成功率/訂單SKU等) review productivity target銷售發(fā)展目標(biāo) review sales development objective （SDO）工作重點(diǎn) prioritize what needs to be done for the month每日準(zhǔn)備 Daily Preparation 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

5、標(biāo)和工作重點(diǎn) review scoreboard, check progress against monthly objectives 對(duì)照實(shí)際業(yè)績(jī)與目標(biāo) compare actual status against target確定當(dāng)日線路的工作重點(diǎn) identify the outlets will be focusing on 備齊工作工具(路線本，訂貨單，發(fā)票，合同，POP等) get selling ai

6、ds (POP)and organized for the day.訪前準(zhǔn)備 Pre-call planning在進(jìn)入店鋪前回顧目標(biāo)Review objective before entering outlet回顧路線本,明確周平均訂貨量和上周訂單量 review route book, customer card for weekly volume& last order 回顧店主姓名或稱呼, 選擇恰當(dāng)?shù)?/p>

7、語(yǔ)氣, 口吻 identify boss name回顧拜訪目的, 以及上次拜訪的承諾 review call focus and promises made last time帶上POP等工具get selling aids( POP, solution sheets, 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

8、結(jié)8.行政工作,2024/4/4,8 Steps of the Call,6,在你看來(lái)，為什么打招呼很重要？Why do you think we want to greet the customer?,2024/4/4,8 Steps of the Call,7,,,確認(rèn)出決策者 identify decision maker作自我介紹 introduce yourself與店內(nèi)非決策者保持友好關(guān)系 keep go

9、od relationship with non-decision maker避免使用易引起反面回答的招呼方式 avoid using any greeting style which may cause negative responses觀察店主的情緒, 選擇恰當(dāng)?shù)脑掝} examine boss’s mood and select proper topic主動(dòng)處理緊急問(wèn)題 preempt u

10、rgent issues,1.準(zhǔn)備2.打招呼 Greet the customer3.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,2024/4/4,8 Steps of the Call,8,為什么要察看店鋪？看些什么?Why is it important to check the store? Check what?,2024/4/4,8 Steps of th

11、e Call,9,,,查看店鋪, 尋找機(jī)會(huì) walk the outlet to look for opportunities檢查SKU check SKU opportunities點(diǎn)庫(kù)存(以產(chǎn)品生動(dòng)化后為準(zhǔn)) record inventory after merchandising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

12、產(chǎn)品輪換 Rotation尋找競(jìng)爭(zhēng)對(duì)手陳列及活動(dòng) competitor activity 檢查價(jià)格 pricing issue,1.準(zhǔn)備2.打招呼3.店情察看 Store check4.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,2024/4/4,8 Steps of the Call,10,作產(chǎn)品生動(dòng)化的步驟是什么?What do you think we mean b

13、y merchandise our products?,2024/4/4,8 Steps of the Call,11,,,確保所有百事產(chǎn)品都以正確 的方式執(zhí)行生動(dòng)化:ensure all Pepsi products are properly merchandised 確保所有庫(kù)存產(chǎn)品的輪轉(zhuǎn) ensure all stock is rotated 清除超期產(chǎn)品 remove out of code product 根據(jù)現(xiàn)有標(biāo)準(zhǔn)

14、使產(chǎn)品生動(dòng)化 Merchandise all displays according to current standards 補(bǔ)充冰柜貨架和陳列架 Replenish coolers, racks and shelf area 需要時(shí)清潔陳列架和設(shè)備 clean shelves and equipment as needed,1.準(zhǔn)備2.打招呼3.店情察看4.產(chǎn)品生動(dòng)化 Merchandis

15、e5.草擬訂單6.PEPSI銷售陳述7.回顧與總結(jié)8.行政工作,2024/4/4,Merchandising Standards,12,確保各SKU 均有充足的庫(kù)存 ensure appropriate products and packages are available為 百事產(chǎn)品, 貨架和冰柜爭(zhēng)取最佳位置 obtain best locations for Pepsi products includin

16、g, displays, visi-coolers, racks所有百事產(chǎn)品, 依照陳 列標(biāo)準(zhǔn)放在一起 bundle all Pepsi brands together瓶上 的百事商標(biāo)面向消費(fèi)者 ensure bottle lables are facing consumers清潔貨架、瓶身和 售點(diǎn)廣告 (POP) Clean shelves, bottles and POP material使百事產(chǎn)品享有公平合理的陳列空間

17、get a fair share of space for Pepsi products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 Remove competitors products from our crates/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 place POP in visibl

18、e and high traffic areas檢查標(biāo)價(jià), 確保醒目明確make our pricing apparent to the consumer 調(diào)整倉(cāng)庫(kù)內(nèi)存貨位置 arrange stocks in back room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 rotate stocks to put older products in front and on top,產(chǎn)品生動(dòng)化清單 Check

19、ing List for Merchandising,2024/4/4,8 Steps of the Call,13,你認(rèn)為, 草擬訂單是一個(gè)什么樣的過(guò)程?What do you think happens when you determine the order?,2024/4/4,8 Steps of the Call,14,,,草擬訂單是為了避免斷貨 the process avoids OOS你的路線本是幫助你完成此項(xiàng)任務(wù)

20、的關(guān)鍵工具 your route book is the key tool to perform this task well 記錄現(xiàn)有庫(kù)存(不包括貨架、冰柜的陳列庫(kù)存) determine current stock exclusive of displayed stock 對(duì)照庫(kù)存需求 擬定每個(gè)SKU的建議訂單 identify inventory needs and develop your suggested o

21、rder on route card 估算出上次拜訪以來(lái)的實(shí)際銷量 determine actual sales since last visit 與客戶達(dá)成對(duì)建議訂單的協(xié)議 agree on the suggested order with customer 將訂購(gòu)記錄在路線本上update order in route book,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

22、 determined the order6.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1.5~2,2024/4/4,8 Steps of the Call,15,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

23、練習(xí),2024/4/4,8 Steps of the Call,16,練習(xí)答案,2024/4/4,8 Steps of the Call,17,銷售陳述時(shí),你會(huì)向客戶陳述什么內(nèi)容?What do think happens when we present to the customer?,2024/4/4,8 Steps of the Call,18,,,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

24、的內(nèi) 容由你的主管和“準(zhǔn)備”步驟中的工作決定.This is the process of selling a new idea to the customer We utilize a Solution Sheet to support the sale. What you present to the customer is determined by your supervisor and during the PREPAR

25、ATION step.P陳述機(jī)遇 present the opportunityE解釋方案與利益Explain the solution and benefitsP提供詳情( provide the details )S達(dá)成交易(客戶答應(yīng)) Secure the sale (customer says yes)I實(shí)

26、施跟進(jìn)步驟 Implement next steps,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,2024/4/4,8 Steps of the Call,19,P.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

27、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(mén)對(duì)您的促銷，并有為您吸引客流量的精

28、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(pán)生意的興隆。

29、,,E,2024/4/4,8 Steps of the Call,20,,,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

30、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,,I,P.E.P.S.I 方案表示例 – 七喜FIDO上市,2024/4/4,8 Steps of the Call,21,你在什么時(shí)候作回顧和總結(jié)?會(huì)回顧哪些事情?What do you think happens during Curbside Debrief?,2024/4/4,8 Steps of t

31、he Call,22,,,花幾分鐘回顧拜訪過(guò)程Take a few moments to assess your performance1. 修訂最后訂單 Record the final order2. 拜訪后總結(jié)清單Curbside Debrief Checklist成功 之處 What work well失敗原因 What did not work well改進(jìn)方法 What would you do differen

32、tly3.作記錄 take notes路線本 route book筆記本 note book,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)Curbside Debrief8.行政工作,2024/4/4,8 Steps of the Call,23,你認(rèn)為行政工作包括哪些內(nèi)容? 什么時(shí)候做?What do you think about the admi

33、nistration? When to do?,2024/4/4,8 Steps of the Call,24,,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 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 Re

34、concile all sales, cash and credits for the day安排送貨和其它承諾事宜 fulfil all commitments that you have made to customers - 提交訂單 hand in order sheet - 設(shè)備申請(qǐng)或維修服務(wù) equ

35、ipment and repair service - POP需求 POP needs日常區(qū)域管理 daily territory administration -填寫(xiě)業(yè)績(jī)板 update scoreboard -對(duì)路線本作即時(shí)、必要的更新 update route book -與主管匯報(bào)路線上的問(wèn)題、需求和其它重要情況 Notify supervisor of chang

36、es necessary in customer data in route book -完成主管要求的其它管理工作 other administration tasks required by supervisor,2024/4/4,8 Steps of the Call,25,請(qǐng)用你自己的話, 復(fù)述一下每一個(gè)步驟. In your own words, identify the 8 Steps of

37、 the Call and briefly explain what happens in each step.,回 顧 拜 訪 八 步 驟 Identify 8 Steps of the Call,1.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,2024/4/4,8 Steps of the Call,26,拜 訪 八 步 驟 角 色 演 練 Role play

38、 of 8 Steps of the Call,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)）,2024/

39、4/4,8 Steps of the Call,27,,,實(shí) 地 培 訓(xùn) On the Job Learning,當(dāng)結(jié) 束 實(shí) 地 培 訓(xùn) 后 , 你 應(yīng) 該 可 以 : When you have completed this trade activity you should be able to:明 確 客 戶 拜 訪 中 的 八 個(gè) 步 驟 Identify the 8 steps of the call簡(jiǎn) 單 解

40、 釋 在 每 個(gè) 步 驟 中 的 責(zé) 任 和 工 作 Briefly explain your responsibilities in each step回 答 本 單 元 的 理 解 測(cè) 試 題 Answer the questions in your “Verification Checklist”for this module,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

41、八步驟來(lái)拜訪客戶的. You will spend a day with an experienced, CR to explain and demonstrate the 8 Steps of the Call during the course of a normal work day. You will now have an opportunity to see how this standard sales process

42、is utilized with our customers.,,單元 6:產(chǎn)品生動(dòng)化,什么是產(chǎn)品生動(dòng)化?what is merchandising,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(mǎi)的行為.Definition : Merchandising is the activities performed by you in an outlet that promo

43、tes the sale of our products to consumers.,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 We make our products,,產(chǎn)品生動(dòng)化 Merchandising,為什么產(chǎn)品生動(dòng)化

44、重要呢?Why merchandising important?,為什么以下方法能夠提升銷售量呢?Why do sales increase when we make our products- 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)Merchandising Standard,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

45、是消費(fèi)者進(jìn)入售點(diǎn)后第一個(gè)看到的碳酸飲料We have created standards of performance for merchandising - e.g. ensure our products are the first products that the consumer sees when they walk into an outlet.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

46、These standards ensure clarity to you and consistency in the way our products are merchandised throughout the market place.,,,生 動(dòng) 化 標(biāo) 準(zhǔn) 幫 助 我 們 把 握 機(jī) 會(huì) Stands help us address the opportunities,競(jìng)爭(zhēng)不僅局限于碳酸飲料(CSD,果汁,水,其他

47、飲料) Competition is not just soft drinks (soft drinks, juice, water, other liquids) 75% 的 購(gòu) 買(mǎi) 決 定 是 在 賣(mài) 場(chǎng) 內(nèi) 做 的 75% of all brand purchase decisions are made in-store 設(shè)法將產(chǎn)品放到第一位置以抓住沖動(dòng)性購(gòu)買(mǎi)Try t

48、o be in first position to take advantage of impulse sales,,必須進(jìn)入所有售點(diǎn)We want to be in all accounts,,每個(gè)售點(diǎn)規(guī)格齊備Our products need to be available,方便Convenient,可見(jiàn)Available,,,90%的消費(fèi)者在賣(mài)場(chǎng)內(nèi)停留不到2分鐘 90% of all shopp

49、ers spend less than 2 minutes in an outlet 產(chǎn)品應(yīng)伸手可得 Products need to be within arm?s reach 產(chǎn)品應(yīng)一眼能見(jiàn) Products need to be easily seen 產(chǎn)品應(yīng)位于主人流區(qū) products need to be in prime traffic areas +60%的 消費(fèi)者不 走完整個(gè)售點(diǎn)

50、 +60% consumers do not shop the entire store 產(chǎn)品應(yīng)占有盡可能多的陳列位置, We need to be in multiple prime 如端頭貨架,堆頭,冰柜設(shè)備等 positions like gondola, visi-cooler, etc. 消費(fèi)者不會(huì)重復(fù)購(gòu)買(mǎi)有過(guò)糟糕體驗(yàn)的產(chǎn)品 Customers who experienced poo

51、r tasting product will not purchase the prodduct again.,產(chǎn)品必須容易拿到Our prodcuts need to be accessible,產(chǎn)品必須口味良好Our products need to taste great,,,易得Accessible,優(yōu)質(zhì)Quality,,,方便 Convenient,,我們希望我們的產(chǎn)品出現(xiàn)在盡可能多的售點(diǎn)里We want o

52、ur products in as many outlets as possible,注意 : 與客戶單元相銜接Ensure this is consistent with previous module-Customer,,,可見(jiàn) Available,,,,飯店 Restaurants便利店Convenience stores超市Supermarkets酒吧Bars小店Kiosks大賣(mài)場(chǎng)Hyper market

53、s學(xué)校School cafeterias傳統(tǒng)商場(chǎng)Traditional outlet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bAvailable means we have the right brands and packages in each outlet,即飲 On Premise以RB 為主,邊走邊喝 On the GO 以600ml和拉罐為主,家庭消費(fèi) Take Home 以2L, 1.25

54、L, 拉罐和600ml為主,注意 : 與客戶單元相銜接Ensure this is consistent with previous module-Customer,產(chǎn)品/設(shè)備位于當(dāng)眼處 Product / Equipment placed in most accessible/visible location 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: In outlet: Pepsi pro

55、ducts (warm, display, and equipment) should be:最先被消費(fèi)者看到的飲料 First beverage to be seen by the customer醒目, 容易拿到 Easily reached and most visible與沖動(dòng)型產(chǎn)品相鄰, 如: 休閑小食, 巧克力等 Placed near impulse products, i.e. snacks, chocol

56、ates, etc. 倉(cāng)庫(kù)內(nèi): 百事產(chǎn)品應(yīng)放在最易提貨的位置 Backroom: Pepsi products should be located in the most accessible location.,,易得 Accessible,產(chǎn)品應(yīng)保持清潔并在標(biāo)明的保質(zhì)期內(nèi)Product should be clean and with-in date code 我們承諾向消費(fèi)者提供高質(zhì)量的產(chǎn)品We wil

57、l provide good quality products to our consumers 產(chǎn)品有一定的貨架保質(zhì)期Our products have a limited shelf life生產(chǎn)日期印于包裝上以便檢查保質(zhì)期Date codes are printed on each product and help us monitor product shelf life產(chǎn)品應(yīng)內(nèi)保質(zhì)期內(nèi)消費(fèi)All products sho

58、uld be consumed with-in date code,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You have a big role in ensuring our consumers can purchasequality products from our customers,,優(yōu)質(zhì) Quality,,,,,,,,,產(chǎn)品最佳飲用期 Product Shelf Life,( 單位: 周 in weeks

59、),,,包裝 Packages,膠瓶 PET,品牌 Brand,玻瓶/拉罐Glass and Cans,600 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 Regular products,24,10,12,14,11,24,,健怡類產(chǎn)品 Diet products,14,10,12,14,9,14,,,,,,,,,產(chǎn)品質(zhì)量會(huì)因存放時(shí)間長(zhǎng)而下降Product quality deter

60、iorates with time,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) Sugar based products (regular) have a longer shelf life than diet products 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Sun

61、and heat affect the quality of our products, therefore it is very important to rotate product in warm climates and product that is in sunlight,要點(diǎn) Key Points,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The location of our produ

62、ct codes vary by package,玻 瓶 Returnable packagingand small bottles,膠 瓶 PET packaging,拉 罐 Can packaging,990429 B09: 54 0757,,,生產(chǎn)日期, 時(shí)刻和批號(hào)在蓋頂 the code is on the crown,生產(chǎn)日期在蓋的側(cè)面 the code is on the shoulder of the bot

63、tle cap,,生產(chǎn)日期在罐底 the code is on the bottom of the can,,,,,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, Quality of our products deteriorate with time and temperature.因此, 我們必須注意: Therefore, it is import

64、ant that our products:不能讓我們的產(chǎn)品在貨架, 堆頭, 倉(cāng)庫(kù)內(nèi)存放太久 Do not sit on shelves, in equipment, on display or in customer back rooms for a long time不能讓我們的產(chǎn)品曝露在陽(yáng)光下 Do not sit in the sun or in warm areas for a long time輪換旨在保持產(chǎn)

65、品新鮮優(yōu)質(zhì), 它包括: Rotation refers to an activity you perform in the outlet ensure our product is of the highest quality. It involves:將舊貨移到好賣(mài)的地方 Moving old product to the fastest selling area將舊貨移到消費(fèi)者最易拿到的地方 Moving old prod

66、uct to the front or first selling position將產(chǎn)品從倉(cāng)庫(kù)搬到銷售區(qū)域 Moving product from back rooms to the selling areas,,優(yōu)質(zhì) Quality,產(chǎn)品生動(dòng)化的原則 Principles of Merchandising Excellence,第一位置Location橫向排列Position搶占空間Space縱向排列

67、Vertical StrippingPOP使用POP Materials價(jià)格標(biāo)示Price Marking包裝面向Package Facing產(chǎn)品輪換Product Rotation清潔陳列用品Equipment Cleaning,1. 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(mǎi) Pepsi products should

68、 be displayed at the FIRST POSITION so as to be the first soft drinks the consumers see in the traffic flow,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 Sequence of Brands,每一行的品牌均按順序排列 Products are