百事销售培训1

百事销售岗位培训SALESOnboarding单元二：百事产品12019/10/22SALESOnboarding单元2:百事产品百事销售岗位培训SALESOnboarding单元二：百事产品22019/10/22•高质量的产品QualityProduct•诱人的包装AttractivePackaging•合理的定价ReasonablePricing•产生冲动性消费Createimpulseconsumption世界一流的产品，超越消费者和客户的期望worldClassProductsthatExceedsConsumerandCustomerExpectations我们产品的优秀质量刺激了销售额的增长Thequalityofourproductshelpstodriveoursalesvolume百事销售岗位培训SALESOnboarding单元二：百事产品32019/10/22国际饮料市场InternationalBeverageMarket•软饮料是最受顾客欢迎的饮料–98%的家庭购买软饮料–人均消费量最高–消费者的购买多是冲动型的碳酸软饮料CSD37%包装饮用水packagedwater19%直接饮用茶ready-to-drinktea18%果汁fruitjuice7%直接饮用咖啡ready-to-drinkcoffee3%其它蒸馏饮料otherstilldrink2%能量/健康/等压饮料energy/health/isotonics1%非果汁饮料nonjuicedrink1%蔬菜汁vegetablejuice1%产品类别界定产品所属的饮料类型Categorydefineswhattypeofbeveragetheproductis软饮料是最大的产品类别Thelargestcategoryissoftdrinks.产品类别你最主要的职责就是销售我们的碳酸软饮料Yourprimaryjobistoselloursoftdrinks百事销售岗位培训SALESOnboarding单元二：百事产品4国际碳酸饮料市场-150亿标箱InternationalCSDindustry-17Bcases百事国际-27亿标箱,PCI:2.7Bcases占碳酸饮料市场的18%传统口味的碳酸饮料远比减肥型的受欢迎regularCSDsarefarmorepopularthandiet碳酸饮料市场的三大种类-可乐味,果味,柠檬-酸橙ThreebiggestsegmentsofCSDindustry-Cola,Orange,Lemon-lime碳酸饮料碳酸饮料市场InternationalCSDIndustry可乐regularcolas48%果味regularorange15%其他口味21%otherregularflavors柠檬-酸橙regularlemon-lime11%健怡可乐4%dietCola其他无糖饮料otherdiets1%这就是我们致力于百事,七喜,美年达的原因ThisiswhywefocusonPepsi,7UP,andMirindabrands百事销售岗位培训SALESOnboarding单元二：百事产品5•1898年,诞生于美国北卡罗来那州,至今已有100多年历史Pepsibeganinthesummerof1898inNewBern,NorthCarolina,USA.•今天,百事可乐已遍布全世界150个国家,且名列美国食品行业之首.Today,Pepsiisavailableinover150countriesworldwideandisthe#1foodproductintheUSA.•百事可乐的品牌定位:选择百事可乐使我能从生活中得到最多享受,因为他能满足我对口味的渴望,它是我独立自主,自我表现的体验.Brandpositioning:ChoosingPepsiEmpowersmetogetthemostoutofmylifenowbysatisfyingmycravingfortheuniquePepsitastehitandisademonstrationofmyindependenceandself-expression.•百事可乐的目标消费群:15-21岁年轻人targetconsumer:theyoungeraged15-21•百事可乐的品牌个性:有魅力的,好动的,社交的,积极的brandpersonality:progressive,active,image-consciousandenergetic•足球和音乐是百事的品牌基础soccerandmusicisthebrandfoundationofPepsiPepsiCola百事可乐百事销售岗位培训SALESOnboarding单元二：百事产品6七喜7up•诞生于1929年,在1986年,百事国际收购七喜waslaunchedin1929.Inlate1986,PCIsecuredthetrademark.•以其优秀的品质,清新的形象,被喻为柠檬水之王isreputedasthekingoflemonlimeforitshighqualityandbrightclearimage•品牌定位:独特的清新柠檬口味提供最为彻底的生理/心理上的清新感受,使男/女之间的爱慕/互动得到充分展现uniquefreshlemontasteprovidestheultimatephysicalandemotionalrefreshment.7Upistherefreshingreleaseinamale/femaleattraction/interaction•品牌个性:清新,机灵,浪漫,惊喜brandpersonality:intelligent,clever,romantic•宣传口号:劲爽七喜，非凡惊喜airconditioningforapassionateworld•目标消费群为20-24年轻人targetconsumer:20-24youngadults百事销售岗位培训SALESOnboarding单元二：百事产品72019/10/22美年达Mirinda•1957年开始生产firstproducedin1957•可提供超过17种口味的饮料availableinover17flavors•品牌定位:是想与你共渡美好时光的汽水brandpositioning:thefruitflavoryouwanttospendtimewith•品牌个性:风趣,幽默,休闲,独特,时尚brandcharacteristic:wit,humor,casual,uniqueandfashion.•目标消费群:欣赏风趣轻松幽默的17-18岁的年青人targetconsumer:theyoungaged17-18whoarefondofhumor,casualandrelaxation•推广口号:慢慢享受,美味美年达slogan:drinkslowly,enjoyMirinda百事销售岗位培训SALESOnboarding单元二：百事产品82019/10/22包装Packaging成品CasesofProduct罐Cans瓶Bottles600毫600ml1.25升1.25L2升2L355毫升355ml包装随产品的大小、品牌及其容器的不同而变Packagingvariesaccordingtosize,brandandcontainer不可回收nonReturnable可回收(RB)192毫升192ml200毫升200ml355毫升355ml现调机Fountain糖浆桶Tanks糖浆袋BIB5加仑5gallon20升20L桶Tank百事销售岗位培训SALESOnboarding单元二：百事产品92019/10/22每种包装都有其优点Eachpackagehasuniquebenefits可回收包装(RB)•可循环包装Recyclablepackage•经久耐用Strong&Durable•价格低廉,实惠Lowercosttotheconsumer一次性包装(non-RB)•方便消费者买回家饮用Convenientforconsumerstotakehome•包装图案漂亮,有吸引力Graphicsonthepackagescanbemoreattractive•高品质的形象Highqualityimage•通常可再封口Oftenresealable(ie.PET)现调机包装Fountainpackaging•满足即时消费Readyforimmediateconsumption•理想的冷冻温度Alreadycold•客户利润较高Highmarginforcustomer•节省店面位置Lessspaceneeded对消费者/客户的好处Consumer/Customerbenefits对公司的好处Companybenefits/attributes可回收包装(RB)•重复利用包装,利于降低成本Lowercostofpackagingbecauseofmultipleusageofthepackage一次性包装(non-RB)•易于做产品生动化Easiertomerchandise•可满足消费者对不同容量和包装的需求Moreflexibilitytomeetconsumerneeds(ie.Multipacks)•包装成本较高Highercostofpackaging现调机包装Fountainpackaging•运输成本低Lowertransportationcostsforthecompany•设备成本高HighcostforequipmentTank百事销售岗位培训SALESOnboarding单元二：百事产品102019/10/221.25LPET43%355mlCan20%600mlPET13%RB10%糖浆桶Tank4%糖浆袋BIB2%其它Others2%2LPET6%中国区包装组合CBUPackagingMixing注:其它包括:水类产品,本地品牌的现调机,500毫升PET和1.5升PET百事销售岗位培训SALESOnboarding单元二：百事产品112019/10/22品牌包装Packaging回收包装一次性包装现调机ReturnableNonReturnableFountain192ml200ml250ml355ml600ml1.25l2l糖浆桶糖浆袋百事销售岗位培训SALESOnboarding单元二：百事产品121.25升适合家庭饮用(多人饮用)forfamilyconsuming价格实惠lowerprice清洁卫生clean易于开启/盖上easytoopenandreseal百事销售岗位培训SALESOnboarding单元二：百事产品13355ml罐清洁卫生clean适合个人饮用forindividual适量,一次喝完propersizeforone-offdrinking百事销售岗位培训SALESOnboarding单元二：百事产品14玻瓶产品ReturnableBottle(192ml,200ml,250ml,355ml)新鲜好味freshandgoodtaste鼓励尝试encouragetrial瓶可回收,价格便宜returnable,lowerprice份量适中,一次喝完propersizeforone-offdrinking到处可见,容易购买availableeverywhere当场饮用OnPremise百事销售岗位培训SALESOnboarding单元二：百事产品15600ml瓶不会破碎unbreakable清洁卫生clean容易开启/盖上easytoopenandreseal容易手持easytohold容易携带easytotake(OTE)适合个人饮用forindividualconsuming适合边走边喝OntheGO百事销售岗位培训SALESOnboarding单元二：百事产品162019/10/22百事系列产品规格