大润发超市(自由品牌)

1、art productionart production自拥品牌部门自拥品牌部门first price and auchan product are the strategic issues to help auchan to winthe market in china大拇指和欧尚产品是欧尚在中国取得胜利大拇指和欧尚产品是欧尚在中国取得胜利的一个重要策略的一个重要策略current situationcurrent situation目前的市场状况目前的市场状况36 countries - 65 % of the the good domestic products hyper/super/

2、mass merchandisers-market shares in value end 1st quarter 200536个国家65%优质家用产品大型百货超市-市场占有率评估至2007年第一季度world own label world own label market sharemarket share自拥品牌产品的市场占有率自拥品牌产品的市场占有率25 %25 %42%42%switzerland switzerland 瑞士市场占有率瑞士市场占有率national market sharenational market share own label market own labe

3、l market share in auchanshare in auchan欧尚自拥品牌产品的欧尚自拥品牌产品的市场占有率市场占有率1.03 %1.03 %first pricefirst priceauchan productauchan product0.68 %0.68 % some strong items in auchansome strong items in auchan欧尚一些具有很强竞争力的商品欧尚一些具有很强竞争力的商品soya oil 大豆油大豆油dongbei rice 东北大米东北大米trash bag 垃圾袋垃圾袋sugar 白砂糖白砂糖acacia honey

4、 洋槐蜂蜜洋槐蜂蜜shaqima 沙琪玛沙琪玛toilet paper 平板卫生纸平板卫生纸toothbrush 牙刷牙刷wrapping film 保鲜膜保鲜膜battery 电池电池first price & auchan product are the product first price & auchan product are the product produced by the suppliers under the retailer produced by the suppliers under the retailer specifications and

5、quality control.specifications and quality control.这两种类型的商品是按照零售商对商品不同的质量需求由这两种类型的商品是按照零售商对商品不同的质量需求由厂商生产的。厂商生产的。the retailer manage all the quality elements the retailer manage all the quality elements of the product.of the product.零售商控制商品的所有质量因素。零售商控制商品的所有质量因素。acceptableacceptable国家标准国家标准 lowest p

6、rice lowest price最低价最低价 family margin family margin分类毛利分类毛利competitorscompetitors lowest prices lowest prices竞争者的最低价商品竞争者的最低价商品highhigh高高leader 20%leader 20%比领导品牌低比领导品牌低20%20%family margin + 5%family margin + 5%分类毛利分类毛利+5%+5%leaders brandsleaders brands领导品牌领导品牌competitorscompetitors竞争者竞争者target marg

7、intarget margin目标毛利目标毛利selling priceselling price零售价零售价quality levelquality level质量要求质量要求 20/ 80 products 20/ 80 products分类分类20/8020/80原则原则no limitno limit无限制无限制rangerange范围范围the product are the product are mandatorymandatory 这些商品是这些商品是必订的必订的。the product are no return no change except quality proble

8、m这些商品在没有质量问题的前提下是这些商品在没有质量问题的前提下是不退不换不退不换的。的。the selling price is fix and permanent and the same for each stores零售价在所有门店都是一样的，大拇指商品是零售价在所有门店都是一样的，大拇指商品是不不能变价能变价的，自有品牌商品可以统一做促销。的，自有品牌商品可以统一做促销。number of items increased sharply first price 4 divisions with answers 4个处个处197mcp大众消费品大众消费品66fp生鲜生鲜272bazaa

9、r百货处百货处1067 items available end of 2007txt纺织品纺织品532the offer increase sharply 销量直线上升销量直线上升 our number of items is every month more important 我们上市产品的数量逐月增长我们上市产品的数量逐月增长with a real to potential 实实在在的销售额潜力实实在在的销售额潜力the principle of display 陈列原则陈列原则 first price product should be displayed at the left si

10、de of the shelf 大拇指商品必须陈列于货架的左侧大拇指商品必须陈列于货架的左侧 own brand product should be displayed at the left side of its referent 欧尚商品必须陈列于其参照物的左侧欧尚商品必须陈列于其参照物的左侧the faces should at least equal to its referent for the own brand 欧尚商品的陈列面至少等同于其参照物欧尚商品的陈列面至少等同于其参照物the faces should at least 3 for the first price 大拇

11、指商品的陈列面至少是大拇指商品的陈列面至少是3 3个个 the principle of display 陈列原则陈列原则 both first price and own brand product should be displayed at the eye level 大拇指和欧尚商品须陈列于与视线齐平的位置大拇指和欧尚商品须陈列于与视线齐平的位置 label should be displayed at the left side of its price mark 商品分类标识须在商品标价签的左侧商品分类标识须在商品标价签的左侧 new arrival label should be

12、 displayed when the product just be launched “ “新品新品”标识标识 须在商品刚上市时出具须在商品刚上市时出具 all the products be displayed on the shelf should be clean, clear and orbicular 所陈列的商品必须是清洁、清晰并饱满的所陈列的商品必须是清洁、清晰并饱满的 a clear and simple display 简单醒目的陈列简单醒目的陈列a clear and simple display 简单醒目的陈列简单醒目的陈列a clear and simple dis

13、play 简单醒目的陈列简单醒目的陈列a clear and simple display 简单醒目的陈列简单醒目的陈列a clear labeling 醒目的标识醒目的标识a clean & clear display with remarkable labeling 醒目而整洁的陈列以及印象深刻的标签醒目而整洁的陈列以及印象深刻的标签impressive tg give our customer very strong impact 醒目而饱满的堆头给顾客以强烈的视觉冲击醒目而饱满的堆头给顾客以强烈的视觉冲击the facing of the auchan product is n

14、ot equal to its leading brand 欧尚产品的陈列面小于其参照物的。mistakes happened often 容易发生的错误容易发生的错误mistakes happened often 容易发生的错误容易发生的错误the product too high to get 陈列位置过高不易拿取。mistakes happened often 容易发生的错误容易发生的错误the customer dont know what it is, should take it out顾客不知道是什么产品，必须把产品取出陈列。beforeaftermistakes happene

15、d often 容易发生的错误容易发生的错误the price labels are mixed up 产品标价签混淆。mistakes happened often 容易发生的错误容易发生的错误mass display, impossible to find first price product陈列混乱，无法识别定牌产品。mistakes happened often 容易发生的错误容易发生的错误mr. muscle is displaying its premium product away from our auchan product and put its “first price

16、”product aside auchan product trying to trouble us and protect itself“威猛先生”把它们的高档产品陈列在远离欧尚产品的地方，而把它们的“低价”产品放在欧尚产品的边上以保护它们的高档产品并攻击欧尚产品。mistakes happened often 容易发生的错误容易发生的错误the first price product are put at the corner, and difficult to get.“大拇指”产品被陈列于角落中，很难拿取。mistakes happened often 容易发生的错误容易发生的错误au

17、chan products are not put at the left side of its referent.欧尚产品没有陈列在它们的参照物边。mistakes happened often 容易发生的错误容易发生的错误leakage, bad looking, the sales will never be happen, must take away from thr shelf.产品渗漏，外观恶劣，无法实现销售，必须从货架撤离。mistakes happened often 容易发生的错误容易发生的错误rt mart product.大润发产品。mistakes happened

18、 often 容易发生的错误容易发生的错误no price.没有标价。mistakes happened often 容易发生的错误容易发生的错误the first price product must be displayed at the left side of the shelf with “thum up” logo.“大拇指”产品必须陈列于货架的左侧并有醒目的“大拇指”标签。mistakes happened often 容易发生的错误容易发生的错误没有没有“大拇指大拇指”标签标签没有没有“欧尚欧尚”标签标签about first price festival 关于每年的大拇指节关

19、于每年的大拇指节 art production manage the dm 定牌部门统一规划海报定牌部门统一规划海报 two first price festival a year 一年两次的大拇指商品节一年两次的大拇指商品节all the stores covered at same period 所有的门店同时进行所有的门店同时进行 different topic 不同的促销主题不同的促销主题 several times turnover 几倍于平时的销量几倍于平时的销量swot analysis swotswot分析分析strong/优势优势：more and more stores o

20、pened门店数量越来越多门店数量越来越多support from the store become stronger and stronger门店的支持越来越强门店的支持越来越强art team is becoming more professional定牌部门正变得越来越专业定牌部门正变得越来越专业more and more products available 越来越多的产品实现销售越来越多的产品实现销售swot analysis swotswot分析分析weakness/劣势劣势：some packaging design not attractive某些包装的设计不够吸引人某些包装的

21、设计不够吸引人the developing speed of new product not meet the needs 新品开发速度不够快新品开发速度不够快the quality of some products not too stable 某些产品的质量还不够稳定某些产品的质量还不够稳定 the communication between art and stores not enough 定牌产品部门与门店的沟通还不够充分定牌产品部门与门店的沟通还不够充分 the support in some stores or some sections not strong enough 部分

22、门店或部门的支持不够强劲有力部分门店或部门的支持不够强劲有力 big problem on display in some stores 部分门店的产品陈列存在较大的问题部分门店的产品陈列存在较大的问题 swot analysis swotswot分析分析opportunity/机遇机遇：customer are realizing the benefits of the oem products消费者越来越意识到定牌产品的优势消费者越来越意识到定牌产品的优势more and more qualified suppliers are anxious to be our oem supplier

23、越来越多的合格供应商渴望成为定牌产品的供应商越来越多的合格供应商渴望成为定牌产品的供应商oem project has the great space to growing up定牌产品有巨大的发展空间定牌产品有巨大的发展空间swot analysis swotswot分析分析threat/威胁威胁：all the hypermarket developing their own oem project 所有的卖场都致力于他们的定牌产品项目所有的卖场都致力于他们的定牌产品项目the competition is becoming more tough竞争正变得越来越激烈竞争正变得越来越激烈th

24、e more items on sales, the more quality problems we will face to 上市的产品越多，面临的质量问题也越多上市的产品越多，面临的质量问题也越多key for success 成功的关键成功的关键 good positioning quality/price 良好的定位良好的定位 （质量（质量/ /价格）价格） unique selling price 独一无二的销售价格独一无二的销售价格 mandatory range 必订的商品必订的商品 good implantation 良好的执行良好的执行 good layout 良好的陈列良

25、好的陈列 good promotion 有力的促销有力的促销swot analysis swotswot分析分析strong/优势优势：more and more stores opened门店数量越来越多门店数量越来越多support from the store become stronger and stronger门店的支持越来越强门店的支持越来越强“unic” is our new own brand for auchan and rt-marts garment products. from now on,we will use “unic” for all of our own

26、brand garment products.“unic”是一个新的自有品牌，它被用在服饰，鞋类和箱是一个新的自有品牌，它被用在服饰，鞋类和箱包上，从现在开始欧尚和大润发的所有自己开发的服饰，包上，从现在开始欧尚和大润发的所有自己开发的服饰，鞋类和箱包都用鞋类和箱包都用“unic”这个牌子。这个牌子。product with a quality superior to the one of product with a quality superior to the one of the brand product choose as a referentthe brand product c

27、hoose as a referent产品质量应与所参照的领导品牌相同或更好产品质量应与所参照的领导品牌相同或更好( referent =global market leader in volume, all circuits参照物整个市场中销量领先的产品)own label quality positionningown label quality positionning自拥品牌的质量定位自拥品牌的质量定位referent objective quality level参照目标质量参照目标质量perceived quality (panels)实际质量（测试结果）实际质量（测试结果）ref

28、erent perceived quality level参照实际质量参照实际质量objective quality (labo test)目标质量（实验室检测结果）目标质量（实验室检测结果）own label quality positionningown label quality positionning自拥品牌质量定位自拥品牌质量定位these should be really perceived by the customer as a product benefit.以上所列均应被消费者认为是“有益”的。1198 items available end of 20065 divis

29、ions with answers 5个处个处1198 items available end of 20065 divisions with answers 5个处个处number of items increased sharply own brand2517 items available in 5 divisionsby end of 2007mcp大众消费品大众消费品fp生鲜生鲜txt纺织品纺织品bazaar百货处百货处915em家电家电3283326342good display 良好的陈列是很重要的one or two times a year每年一到两次different to

30、pic 不同的主题art production manage the dm 总部统一规划（决定单品/拍照）several times turnover 几倍于平时的销量special displaying 专门的陈列all the stores covered at same period所有门店同时进行otherothersupplierssuppliersmarketsmarketssynergysynergyrt rt auchanauchancomon rt mart / auchan 欧尚/大润发共同商品referent indentification确定参照品volume, mar

31、gin, sp, bp 预计销量，毛利，售价，进价competitors确定竞争者notice of tender to notice of tender to all the potencial all the potencial supplierssuppliers通知所有潜在供应通知所有潜在供应商商offers / samplesoffers / samples报价报价/ /样品样品offer price analisis 成本分析 product analisis 商品检验 specifications sheets 技术文件 consumer panel 消费者测试this is a effective way to have this is a effective way to have price negociationprice negociationwwrewwre 通过网络竞标