henganprogramsummary(doc12)-經(jīng)營管理-文庫吧資料
2024-08-24 15:18本頁面
【正文】 g store 1 6 13 3 0 Metro 0 0 0 0 0 OuShang 0 0 0 0 0 WanJia store 2 0 4 24 7 18 Makro store 1 1 10 3 12 e、在確保全國性品項(xiàng)的前提下，安排適量的區(qū)域品項(xiàng)，加大地區(qū)優(yōu)勢。 B arrier D escription Lack of uniform management Lack of outlet investment Lack of key account management system 07c4d31241567d27b11c35968ff95d38 5Implementation of category management： Selling categories will be optimized to make product mix in distribution channels 全國性品項(xiàng)： National category a、力推有競爭力的新品項(xiàng)，如：安爾樂薄型、抗菌衛(wèi)生巾，安樂護(hù)翼、超薄衛(wèi)生巾 We will focus our attention on those petitive new categories, Such as Anerle thin product， Anerle antibacteria ， Anle wing， Anle ultrathin b、淘汰過時(shí)的舊品項(xiàng) ：如安樂普通直條、安爾樂普通型衛(wèi)生巾，確保安爾樂高檔品牌形象并保證有競爭力的新產(chǎn)品有足夠的推廣資源 Old categories will be eliminated， such as Anle straight ， Anerle regular product in order to maintain premium brand image for Anerle and ensure the resources will be available for petitive new products promotion c、 優(yōu)化產(chǎn)品組合 Optimization of product mix 全國性品項(xiàng)：新產(chǎn)品推出后將不斷更新 National category： this list will be continuously updated after new product launch 產(chǎn)品品項(xiàng)制定 Development of product category d、所有重點(diǎn)客戶的進(jìn)場品項(xiàng)原則上由集團(tuán)零售重點(diǎn)客戶管理小組在充分征詢市場部、各附屬公司、恒安紙業(yè)的基礎(chǔ)上統(tǒng)一制定。218。 1 237。244。175。248。169。 236。 G 230。 212。 195。236。 Q ? 230。 6 ? 233。248。 p 225。 ? ?售 224。195。 181。 174。 212。 195。236。 230。 Q 247。185。 We lack of uniform management pattern for retail key accounts 4 3 7 225。236。 231。 G 230。 212。 195。236。 l 230。 ? 241。 P 247。 198。 ? 242。 224。242。 S 售 243。 205。185。 There is a big difference in category and price for different Sales regions 6 6 9 225。 ?? 228。 244。 225。 p 224。161。D ?售 242。 – 229。176?！? ? 232。188。188。 A ? 235。 233。 p 233。188。235。 G 236。 242。 233。 ?? 242。 224。242。 S 售 243。 { There is no enough management experience and recognition for national key accounts 2 9 1 0 224。 ? 233。 p 240。226。 ? 226。 224。242。 — 243。 N o P r o m o ti o n B o o k N o S a l e s P r o ce d u r e s e sta b l i sh e d S h i f t d a te s a n d L a ck o f M a r k e ti n g R e so u r ce s L a ck o f D e ve l o p m e n t p r o g r a m s a n d tr a i n i n g Lack ofLack Root Cause 3 8 242。 Marketing Calendar o Sales Promotion Book Appendix: Department Roles List of Key Posts (Relationship Development Plan) HengAn University Team Charters HengAn SOP HengAn Glossary 07c4d31241567d27b11c35968ff95d38 2MARKETING amp。OP o New Order Fulfillment o New Production Planning Marketing amp。07c4d31241567d27b11c35968ff95d38 1 HengAn PROGRAM SUMMARY HengAn Strategic Planning Process HengAn Vision amp。 Corporate Strategy “Best Practices” Corporate Culture Process People Decision Making Core Competency Consumer Understanding o China Market o Consumer Research o Competitive Analysis o Product Evolution Brand Development o Sanitary Napkins ? Low End ? High End o Diapers ? Low End ? High End o Other Products SupplyChain Capabilities o Samp。 Sales Approach o Sales Plan ? Modern Channel ? B/C Market ? Export Market o Sales Region Review o Sales amp。 SALES APPROACH (Broad Market Peration) Sales Plans Sales Plans are mainly well thought out presentations. HengAn’s reanization significantly improves the Director of Sales to establish planning and reporting procedures. One area of focus needs to be Sales Plan and Account Plan development and coordination. The line management does not have clear sales target and is not involved in the Forecasting process. HengAn approaches the Modern Channel, B/C Market and Export market with distinct Sales Plans and approaches. We will review the channels separately and then draw overall conclusions. Modern Channel The traditional market consists of manufacturers, distributors, wholesalers and retailers. But in modern channel one which consists of manufacturers, hypermarkets . there are four kinds of hypermarkets below: 分類管理 Classified management: Modern Channel is new and growing rapidly in China.
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