箭牌销售回顾

2011年销售报告2.城市总体状况1.3.5.未来100天机会与工作重点4.市场分销模式与组织架构2011年P1-P8销售回顾销售重要绩效指标回顾12.城市总体状况1.3.5.未来100天机会与工作重点4.市场分销模式与组织架构2011年P1-P8销售回顾销售重要绩效指标回顾23城市总体状况经销商市场总店数:3,237有箭牌产品布市店数：3,030年销量目标:(kssu）20112010OB996(+6%)938StretchGoal1,097(+17%)2011OB2011YTD2010YTD经销商:22(0%)2分销商:33(0%)3现代渠道MT店数:127127(0%)127传统渠道TT店数:3,0202,815(+65%)1,704批发渠道WS店数:9088(+11%)79特殊渠道ST店数:--NA-正式员工:22(+100%)1第三方派遣:77(+16%)6DSR人数:99(+80%)5品牌理货员:11(0%)1销售人力合计:1919(+46%)13箭牌金杯/微型车:11(0%)1DSV数量:--NA-销售车辆合计:11(0%)1kssu/人/年:57.357.3(-21%)72.1TE/SSU:NA•kssu/人/年(省平均):54.0•TE/SSU(省平均):1.2覆盖中心城区覆盖郊县未固定覆盖合计市/郊县个数391224镇个数00112112总人口(万)140400227767其中:城镇人口(万)1057239216经销商2--2经销商分部--0分销商-9716-其中第三方3-3销售人员(包括DSR)4509车辆分配1.01每P销量kssu(最近3P平均)44331693城市覆盖与分销网络城市人口等资料查找：城市地图下载:销售回顾–分品牌单位:kssu6品牌2011YTD2011YTG2011Total实际去年同期对比去年滚动预测对比去年实际+滚动预测对比去年对比OB增量kssu绿箭31427911317110848511159益达18511615954652391200其他口香糖1111966107171000大大1251349357149182106-20胶基类Total63554011828810192411239真知棒382416014685211711绿箭薄荷糖4215281221306420136瑞士糖13121045721793-6彩虹糖2710276121634022721糖果类Total120611975410317315462Total7556011263421011,097117101渠道2011累计销量销量权重%对比去年现代渠道MT18925%134批发渠道WS46862%123传统渠道TT9813%129Total755100%1267YTD销售回顾–分渠道单位:kssu25%62%13%YTD销售回顾–整体箭牌8Unit:kssu13783108751099674737078727349-10307011015012345678910111213Y2011Actual/YTGRFY2011OBY2010Actual2011YTDvs.PY:+2612345678910111213TotalYTDYTGRFY2011Actual&YTGRF137831087510996747370787273491,097755342Indexvs.PY122971461021821401191139910813310371117126101Vs.10PYByQuarter121138110102---OBY2011Actual&YTGOB133777879797066637283747150996646350Indexvs.PY118901061071311021069810211513610072106107104YTD销售回顾–口香糖（占整体生意的67%）9Unit:kssu02040608010012012345678910111213Y2011Actual/YTGRFY2011OBY2010Actual2011YTDvs.PY:+2612345678910111213TotalYTDYTGRFY2011Actual&YTGRF97536854726449535053474931742511231Indexvs.PY13210415410115712711012579109138896911412694Vs.10PYByQuarter12912710299---OBY2011Actual&YTGOB91535455554945435057504834683444239Indexvs.PY1241031201031199610310178117146877410510997YTD销售回顾–泡泡糖10（占整体生意的17%）Unit:kssu20132310241591171213151005101520253012345678910111213Y2011Actual/YTGRFY2011OBY2010Actual2011YTDvs.PY:-712345678910111213TotalYTDYTGRFY2011Actual&YTGRF20132310241591171213151018212557Indexvs.PY76491096532210882933548713443611310693149Vs.10PYByQuarter75134108138---OBY2011Actual&YTGOB2715151717151412141614141020213369Indexvs.PY102547311122711213110373911515242111211799181YTD销售回顾–薄荷糖11（占整体生意的6%）Unit:kssu024681012345678910111213Y2011Actual/YTGRFY2011OBY2010Actual2011YTDvs.PY:+18112345678910111213TotalYTDYTGRFY2011Actual&YTGRF5555568365533644222Indexvs.PY4084633913643394672916918615791107124201281130Vs.10PYByQuarter417384164116---OBY2011Actual&YTGOB5232211222222281811Indexvs.PY345193275156102864536516642831038911863YTD销售回顾–真知棒（占整体生意的5%）12Unit:kssu024681012345678910111213Y2011Actual/YTGRFY2011OBY2010Actual2011YTDvs.PY:+6012345678910111213TotalYTDYTGRFY2011Actual&YTGRF7762355333333523814Indexvs.PY89354120273234242185128115081135482911716068Vs.10PYByQuarter13524520656---OBY2011Actual&YTGOB6443322333332412814Indexvs.PY74213814172121148712713398113547199311766YTD销售回顾–彩虹糖13（占整体生意的3%）Unit:kssu0246812345678910111213Y2011Actual/YTGRFY2011OBY2010Actual2011YTDvs.PY:+17612345678910111213TotalYTDYTGRFY2011Actual&YTGRF4443452233321402712Indexvs.PY9392525891612018811721033313081579473227276163Vs.10PYByQuarter432282174142---OBY2011Actual&YTGOB111112222321118108Indexvs.PY31049134476631115681246244856137105101110YTD销售回顾–瑞士糖（占整体生意的2%）14Unit:kssu024612345678910111213Y2011Actual/YTGRFY2011OBY2010Actual2011YTDvs.PY:+412345678910111213TotalYTDYTGRFY2011Actual&YTGRF502111201111117135Indexvs.PY1462411483662693773759999871519310472Vs.10PYByQuarter1029610274---OBY2011Actual&YTGOB4211211122221231410Indexvs.PY1258894878627520712014621721114981125112149Top20SKU销量回顾单位:kssu15排名产品名称YTDP8销量(kssu)对比去年增长生意权重%累计生意权重%1绿箭5片装19510326%26%2大大柔软泡泡糖什锦100U盒798310%36%3绿箭柠檬草口香糖5片装421506%42%4真知棒什锦120支罐装361605%47%5大大柔软泡泡糖什锦150U罐321614%51%6益达无糖蜜瓜味口香糖40粒瓶装311104%55%7益达木糖醇清爽西瓜味40粒瓶装253013%58%8益达木糖醇无糖草莓口味40粒瓶装211133%61%9绿箭绿茶薄荷口香糖5片装(新)211323%64%10益达木糖醇无糖薄荷口味40粒瓶装171412%66%Top10SKU合计50111466%66%Top20SKU销量回顾单位:kssu16排名产品名称YTDP8销量(kssu)对比去年增长生意权重%累计生意权重%11益木糖醇香橙薄荷味40粒瓶装161312%68%12彩虹糖原味45克袋装(新)163042%70%13益达无糖口香糖清爽西瓜味5片装131892%72%14绿箭单片袋装111081%74%15益达蓝莓5片装92721%75%16绿箭粒装口香糖40粒瓶装9971%76%17绿箭无糖薄荷糖茉莉花茶味20粒装93461%77%18绿箭金装口香糖(薄荷味)12片装92771%78%19绿箭无糖薄荷糖清爽薄荷味20粒装73131%79%20DMT薄荷糖35粒铁盒装(原味薄荷)72031%80%Top11-20SKU合计10318114%Top20SKU合计60412280%YTDTotalShipment755TOP20WS重点客户表现回顾Top20客户的销量占城市整体销量的56％，占城市WS的90％（YTDP8）万元kssu1腾达食品批发7.0Y4.016.0%15875122%大发王学峰11.02包家食品批发商店7.0Y6.014.1%13966125%大发王学峰11.03华茂商店4.0Y3.011.1%10952123%大发王学峰11.04丽英超市5.0Y4.08.1%8038118%大发王学峰11.05锦丰副食4.0Y8.07.1%6933131%大发王学峰11.06信丰批发商店5.0Y3.06.0%5928113%大发王学峰11.07雅特超市5.0Y3.03.4%3416131%大发王学峰11.08大盛奎批发商店5.0Y2.03.2%3215112%大发王学峰11.09金地食品批发6.0Y2.02.8%2813108%大发祁宏刚10.010大市场食杂店8.0Y8.02.8%2813133%大发祁宏刚10.011广源批发8.0Y2