现通重点客户管理brt小组行动指南-中英文对照(ppt66)-销售管理(编辑修改稿)

现通重点客户管理brt小组行动指南-中英文对照(ppt66)-销售管理(编辑修改稿)内容摘要：

engthened by means of establishing group outlet management architecture. T：各现通重点客户的合作门槛在不断提高 cooperative conditions issued by each modern channel key account bees more and more strict 现有销售架构不适应现通重点客户运作需要 The current sales architecture can’t meet needs of modern channel key accounts. 主要竞争对手终端投入巨大，促销频繁 There are tremendous investments made by main petitors, and frequent promotions 价格竞争日趋激烈、价格走低 There is more and more tense petition, and price is declining 现通重点客户管理 BRT小组行动指南 —— 根源分析 BRT action guideline for management of modern channel key accountsroot cause analysis 障碍描述 barrier description 影响力 impact 难度 difficulty 比值 ratio 1 现有销售架构及考核指标不适应现通重点客户管理需要 Current sales architecture dosen’t meet needs of modern channel accounts management 8 2 4 2 全国性重点客户管理经验及意识不足 There is no enough management experience and awareness of national key accounts 8 3 3 缺乏适合现通重点客户终端促销拉动 We lack of suitable outlet promotion pull for modern channel key accounts 7 3 4 管理分散，缺乏统一的现通重点客户管理模式 Management is poorly anized, we lack of standardized management pattern for modern channel key accounts 10 6 5 缺乏关于零售重点客户的培训 There is no enough training for modern channel key accounts 9 6 6 不同区域销售的品项及价格差异较大 There is a big difference in category and price for different regions 9 8 7 各零售重点客户门店分在核心城市及部 分 A类城市市场基础薄弱 The market foundation of core cities and A level cities where key accounts store locates is weak 10 9 现通重点客户管理 BRT小组行动指南 —— 障碍 BRT action guideline for management of modern channel key accountscockpit chartbarrier 三、现通重点客户策略 Modern channel key account strategy 现通重点客户管理 BRT小组行动指南 —— 策略 BRT action guideline for management of modern channel key accountsstrategy  开始要求供应商签定全国合同，部分卖场只设臵一个采购部（如：麦德龙）。 整体趋势往全国统一合同的前提下统一费用、统一价格、统一促销、统一结算的方向发展  Suppliers are asked to sign national national contract, There is only a procurement department in some hypermarkets( such as: metro).the general trend will be :under the precondition of national uniform contract,  We will fulfill uniform expense, uniform price, uniform promotion as well as uniform settlement  各大知名品牌的必争之地，体现在：品牌实力强大、投入增大、价格走低  That is the field which each famous brand focuses on, the feather is: powerful brand strength, increasing investment, declining price  合作门槛越来越高，合作费用越来越大  There is a more and more restrictions on cooperative issues and more and more high cooperative expense  各重点客户之间的竞争更为激烈，体现在：要求最低供应价、零售价加价率走低、要求供应商更多的合作支持、各种类型的促销、特价不断  There is a more tense petition among key accounts, the feather is :they posed requirements of lowest supplying price, continuous special offer. 重点客户市场的特点 Key account market feature 现通重点客户管理 BRT小组行动指南 —— 策略 BRT action guideline for management of modern channel key accountscockpit chartstrategy 策略核心表述： 统一规划、分类操作、合理投入 Core expression of strategy Uniform planning, classified operation, reasonable investment 即： 集团总部统一规划管理及绩效考评 We will fulfill uniform planning management and performance evaluation 不同类型现通重点客户进行分类管理 We will fulfill classified management on different types of modern channel key accounts ,附属公司之间合理分摊费用 We will validate reasonable outlet promotion expense, and make a reasonable apportionment between headquarters and subsidiaries 与重点客户密切配合，强强合作、双赢互利 We should cooperate with key account closely, in order to make good use of advantage for each side, and realize winwin and mutual benefit target. 现通重点客户管理 BRT小组行动指南 —— 策略 BRT action guideline for management of modern channel key accountsstrategy 统一规划 Uniform planning 产品品项 Product category 价格 price 促销 promotion 陈列 display 现通重点客户管理 BRT小组行动指南 —— 策略 BRT action guideline for management of modern channel key accountsstrategy 进行品项管理：精简目前的在销品项，实施适量而精的品项计划，避免品项多而杂，形成被竞品 “ 各个击破 ”。 We will fulfill category management: we will simplify current categories, implement category plan with suitable SKU , in order to avoid to be defeated by petitive brands because of too many SKU 描述： Description: 所有重点客户的进场品项原则上由集团现代通路小组在充分征询销售部、市场部、各业务单位、恒安纸业的基础上统一制定、备案。 In principle , with considering opinions es from sales department, marketing department, each business anization as well as HengAn paper industry , we will validate instore categories for key accounts and put it on records 研究不同竞品在不同客户的重点品项并分析其现状，确定重点“竞品品项”。 利用恒安丰富的品项资源，确定针对每个主要竞品品项的重点品项，对竞品形成各个击破的攻势。 We will make analysis on key categories es from different petitors, then validate key “petitive category” so that we can make good use of rich category resources, we will validate key category for each petitive category in order to shape our petitive advantage to against petitive brands. 在全国统一若干政策性产品的前提下，争取尽量多的区域品项的优势，加大攻势力度。 With the precondition that some national products will be kept,we will try to expand regional advantage in category, so that we can enforce market attack 产品品项 Product Category 现通重点客户管理 BRT小组行动指南 —— 策略 BRT action guideline for management of modern channel key accountsstrategy 全国性品项： National category 安 乐： AL111 AL72 AL131 AL52 AL1310 Anle ALS14 ALS2410 安尔乐 :A8110（ 10+2）、 A8210（ 10+2）、 L81 L82 Anerle A9110（ 10+2） 、 A9210（ 10+2） 、 A93 A94 A950 A960 L85 L8610 安尔乐护垫： A87 A80 A90 A89 A80 A9040 Anerle panty liner 尿裤 /片： S730N、 M724N、 L720N、 S901 M901 L90 Diaper/Diaper liner S5 M51 L51 M3 M2 M410 心相印： C110/C2 N110/N2 C9 W11 DT1100、 Tissue DT1200、 DT200、 BT6 BT71 NT13 A120（ 5+1）、 C120（ 5+1）、 A150、 B60、 C200 产品品项（续） Product category 现通重点客户管理 BRT小组行动指南 —— 策略 BRT action guideline for management of modern channe。