1、,T H E,PROFIT$TORY,利润的故事,How our customer generate sales and profit 我们的客户如何创造营业额和利润How customers measure their performance我们的客户如何评估业绩How soft drinks impact profitability 饮料对利润的影响How soft drinks can help the customer to maximize their profit 饮料如何协助客户达到最大的销量,The Focus of The Profit $tory is to underst
2、and:利润故事的重点在于了解:,Describe the strategies employed by customers to achieve sales and profit objectives 客户采用何种策略来达到销售和利润目标Describe the inter-relationship of key sales and profit drivers描述主要销售和利润驱动因素的相互关系Describe the impact of soft drink programs on customers sales and profit 形容饮料促销对客户销售和利润的影响,Objectiv
3、es目 标,Customer Sales and Profit Model客户营业额及利润模块,+,X,=,X,X,=,=,=,X,-,=,=,Generating Customer Sales and Profit为客户创造营业额和利润,X,=,X,X,=,=,=,X,Sales and Profit Calculation计算营业额和利润,EXERCISE: 5 MINS 练习: 5 分钟,Generating Customer Sales and Profit Worksheet客户创造营业额和利润工作表,X,=,Total Sales $总销售金额,GrossProfit $毛利,Av
4、erage $ Per Transaction每次交易金额,ShopperBase客户基数,Number of Shoppers 顾客数,Number of Shopping Trips 拜访次数,Gross Profit $Per Transaction每次交易毛利,Average $ Per Transaction 每次交易金额,Profit Mix Of Items货品组合毛利率,X,X,=,=,=,X,ShopperBase客户基数,CHANNEL 渠道 : _,Generating Customer Sales and Profit Worksheet为客户创造营业额和利润工作表,X
5、,=,Total Sales $总销售金额,GrossProfit $毛利,Average $ Per Transaction每次交易金额,ShopperBase客户基数,Number of Shoppers 顾客数,Number of Shopping Trips 拜访次数,Gross Profit $Per Transaction每次交易毛利,Average $ Per Transaction 每次交易金额,Profit Mix Of Items货品组合毛利率,X,X,=,=,=,X,ShopperBase客户基数,CHANNEL 渠道 : PETROLEUM 加油站,Sales and
6、Profit Calculation (Answers)计算营业额和利润 (答案),EXERCISE: 5 MINS 练习: 5 分钟,Customer Sales and Profit Model客户营业额及利润模块,Drivers 驱动因素,Traffic 人流量,In-outlet Shopping behavior 店内购买行为,Customer Sales and Profit Model客户毛利组合,Drivers 驱动因素,Soft Drink Products / Programs 饮料促销活动(Group Exercise 小组讨论: 10mins),POS Executio
7、n 售点广告Store Front Banners 店前横幅Window Signs橱窗标示, Etc.Lost Leaders“ Hot Price 平价热卖产品Added Value Promotions/redemption 增值促销活动Dock Displays 大型陈列Special Events 特殊项目Customer Appreciation路演Grand Openings开张店庆Couponing/Trial优惠券/试饮Proper Brand Sets 产品结构Advertising 广告,User Friendly善待顾客Clean Environment清洁环境Exce
8、llent Services良好服务Core Brand Value主要品牌价值EDLP每天低价Bounce Back coupons优惠券Continuity Programs/ Membership 长期活动/会员制Value-Added Promotions增值促销活动In-Store Execution 店内执行,Crew Incentive 店员销售奖励Suggestive Selling建议销售Multi-Packs 多包装12-Packs12包Bonus Packages加量装Selectively Discount Prices特价折扣Pricing价格Hot PrimaryE
9、DLP每天低价Specific/Primary Point-of-Sale特制售点广告,Crew Incentive 销售奖励Suggestive Selling建议销售Push improved margin products推介高毛利产品 Adjust Category Mix 产品组合调整Sell-in High Margin Products售卖高毛利产品Profitable New Product Introductory Deals新品进场Combo Incentives套餐优惠“Special”Prices特价Premiums礼品Proper Use Of P.O.S.售店广告S
10、nack/Candy/Deli联合促销IN-Store Execution店内执行Floor Display产品堆头Available in Cold冰冻产品Stock Refill 及时补货,Purchase Incidence =Percentage of Shoppers who Incidence buy a specific item/category on any given shopping trip购买发生率 = 顾客在拜访过程中购买某一特定商品/品类的的发生比率Product with High Purchase Potential is 高购买发生率产品是指:Purchas
11、ed by many 被很多顾客购买Purchased frequently 被购买的次数很多Category 品类率Purchase Incidence购买发生率*All RTD Soft Drinks39% Coca-Cola Products26%*Chinamotor Survey 2001,Purchase Incidence购买发生率,Purchase Incidence Model购买发生率的模块,X,=,=,X,X,=,Exercise练习: Identify the four factors drive in-outlet purchase incidence 找出提高店内购
12、买发生率的4个驱动因素:,Product and package assortment (multi-pack/bonus-pack/new product/ etc)产品包装分类（例：多包装加大装新产品）Consumer promotions ( lucky draw/ premium/ joint promotion/ etc)消费者促销（例：抽奖礼品联合促销）Price promotions (EDLP/ discount price/ etc)价格促销（例：每天低价特价产品）In-outlet merchandising (GDM/ multi-point display/ POP/e
13、tc) 店内生动化（例：冰柜陈列多点陈列售点广告）,Discuss how customers measure sales and profit讨论客户如何计算营业额和利润Identify elements that should be included in line item on P&L确定损益表内应包含的元素Identify and calculate key customer metrics找出和计算客户的主要衡量基准Understand how Coca-Cola adds to customers gross profit了解可口可乐产品如何提高客户毛利,Objectives 目
14、 标,Customer Sales and Profit Model客户营业额及利润模块,Show how parts of model fit together显示模块的组成部分和相互关系Link other customer metrics to the model找出客户的其他相关的衡量基准Explain the “why” behind RPA calculations解释计算零售毛利分析的背后原因,Why Discuss Measuring of Customer Sales and Profits?为何要讨论如何计算客户的营业额和利润?,Measuring Customer Sal
15、es and Profit Model计算客户营业额及利润模块,What are the sources of Total Soft Drink Sales $ ?饮料的总营业额从哪里产生?,DISCUSSION: 5 MINS,Shelf/Display 货架/堆头Vending 自动售卖机GDM 冰柜Fountain 现调机,_,Measuring Customer Sales and Profit 计算客户营业额及利润,- $7,007,$1,437,17,+,-,=,=,What do we mean by Other Sales Income ?其他收入是指什麽?,Promotion
16、 fee 促销费用Advertising 广告Listing fee 进场费Display/merchandising incentives堆头费Rebates (product/cash)回扣Equipment payment设备投放费用Volume incentives 销量奖励,DISCUSSION: 5 MINS,Measuring Customer Sales and Profit 计算客户营业额及利润,_ %,20,Total Gross Margin%总毛利率,GMROI 投资毛利回报,Total Gross Margin %(100% - Total Gross Margin
17、%),x,Annual Inventory Turns,=,GMROI,Gross Margin Return on Investment GMROIAmount of Gross Margin generated for each RMB Invested in Inventory - An Inventory Performance Measurement 投资在库存的每一元所产生的毛利 用于衡量存货管理的表现,总毛利率%(100 % 总毛利率%),x,全年库存周转数,=,投资毛利回报,GMROI Example 例:,WALMART RETAIL LINK GD DATA 沃尔玛广东零售链资料,172,946,5.06,*Assumptions: 30.6 turns / Year 假设: 库存周转数=30.6转/年,Total Gross Margin %(100% - Total Gross Margin %),x,Annual Inventory Turns,=,GMROI,GMROI Example 例:,x,30.6 turns / year,=,总毛利率%(100% 总毛利率%),x,全年库存周转数,=,投资毛利回报,5.06%(100% 5.06%),1.63,GMROI: Grocery Items 杂货类,
