货架陈列指导原则

2020/2/161ConsumerGoodsImplementationGuideline(Beverage)快速消费品处排面陈列指导原则(烟酒饮料部门)2020/2/162OBJECTIVE:目的：TheimplementationofthebeveragedeptmustberespectedaccordingtothedirectiongivenSDD.饮料部门的排面陈列须遵守销售发展部的指导原则HOW?:方式？：-ApplytoallyourdepartmentthefamiliessequencesdefinedbySDD.适用于部门中销售发展部所定义的系列分类-Optimizeyourlinearrepartitiontopromoteyoursales&profits.优化排面，以推动销售量和利润2020/2/1631.Theconfigurationofthegroupfamily1.大分类的结构•customerflow消费者流向•familyallocation中分类分配•averagelinearmeter平均地面线110HousekeepingAverageLinear:11elements-Insecticide&RoomDeodorantaretheseasonalfamilieswhichcanbeimplementednearthealleyaccessibletocustomersduringtheseason.杀虫产品和室内除臭剂是季节性产品，因此在季节来临时应陈列于靠近人流通道处.ConsumersFlowConsumersFlowShoeLeatherCareInsecticideCleaningToolsBathroom,KitchenCleanerWoodFloorCare3elements2elements2elements1element2elements1elementRoomDeodorantHowtoreadtheBook???怎样阅读本书1100ShoeLeatherCareAverageLinear:1element-Thespaceandlocationofleathercarearesubjecttotheseasonalfactor.Shoetoolsarealwaysatthebottomofthegondola.皮革保养品的陈列取决于季节因素，鞋具通常放在货架的底层.ConsumersFlowConsumersFlowLeather0.25element(dependsontheseason)0.75elementShoeTools:ThebottomshelfShoes2.Theconfigurationofthefamily2.中分类的结构•customerflow消费者流向•subfamilyallocation小分类分配•averagelinearmeter平均地面线Plan-o-gramBasketforshoetools3.Plan-o-gramofsubfamily3.小分类的设计图•Seasonalityofthesubfamily小分类的季节性•Min.&Max.linearrequirement最小和最大地面线要求•Assets(name,type,qty…)资产(名字，型号，数量)•Plan-o-grambyelement货架平面图ŒShoecaredisplayedverticallybycolor:Black,white&natural,Brown.Horizontallybydifferentpackaging,fromuptodownisLiquid,Can&Tubing.鞋类保养品按颜色垂直陈列(黑色,白色和自然色,棕色),横向按包装区分,从上往下依此为液体鞋油,罐装鞋油和牙膏装鞋油.Leathercaredisplayedhorizontallybycolor,fromuptodownisbrown,black,white&nature.皮革保养品按棕，黑，白及自然色从上至下水平排列ŽShoetoolsareatthebottomshelfwhichdisplayedbybasket.鞋具陈列在货架的最底层ImplementationRulesReferencePhotosShoesBlack黑色鞋油ShoesWhite自然色鞋油ShoesBrown棕色鞋油LeatherCare皮革护理ShoeTools鞋类工具ShoesLiquid液体鞋油ShoesCan罐装鞋油ShoesTubing膏装鞋油4.Displayrules&Photo4。陈列原则和照片Displayrules陈列原则Œ1stpriority2ndpriorityŽ3rdpriority…...Thedescriptionoftheimplementationrulesandremarksofthephotosarecorrespondinglybycolor排面原则描述的颜色和照片注释的颜色是相对应的2020/2/1642020/2/165IndexFamilyCodeFamilyNamePage*1000*1001*1002*1003*1004*1010*1020*1021*1022*1030*1040*1090碳酸饮料果汁机能性饮料茶饮料水啤酒国产葡萄酒进口葡萄酒汽泡酒国产酒香烟礼品9121518222629323639432020/2/166100–软性饮料1000–碳酸饮料1001–果汁1002–机能性饮料1003–茶饮料1004–水2020/2/1671000碳酸饮料AverageLinear:14elements-Putsodawithflavoraccessibletocustomers,becauseitistheprofitablecategoryamongcarbonateddrink.加味汽水放在靠近人流处，因为在碳酸饮料中是属于能带来较高毛利的分类.ConsumersFlow橙味汽水无色（柠檬）汽水3elements4elements可乐5elements2elements其他口味汽水2020/2/168Plan-o-gram(Average12elements)Thegondolacanbe2.2mhighor3mhigh2020/2/169ŒCarbonatedisdividedbyflavors:Cola,Lemon,Orange&Others.碳酸水按口味分为:可乐,柠檬汽水,橙味汽水和其它口味汽水.Inthesamecategory,it’sdisplayedbypackage:Can,Smallbottle,Middlebottle,Bigbottle.在同分类中按包装陈列:罐装,小瓶,中瓶,大瓶.ŽOtherflavorbehindtheorange.其它口味汽水陈列在橙味汽水后面.Insidecola,startfromthedietcola.在可乐中,把健怡可乐陈列在每节货架的开头.执行标准参考照片BigBottle大瓶MidBottle中瓶Can罐装SmallBottle小瓶Startfromthedietcola把健怡可乐陈列在每节货架的开头.Cola可乐Orange&otherflavor橙味和其它口味汽水Lemon柠檬汽水Otherflavorbehindtheorange其它口味汽水陈列在橙味汽水后面.2020/2/16101001果汁AverageLinear:12elements-Juiceshouldbeputinthepositivefaceinsidedrinkarea,becauseitcanbringshugeturnoverandcontributemuchmoremarginthancarbonateddrink.Anditistheemergingcategoryinthemarket.果汁应放在饮料区的正面，因为它在带来销量的同时比碳酸饮料带来更多毛利,而且其在市场上亦是呈增长趋势.ConsumersFlow含纤维果粒橙汁苹果汁其他果汁浓缩果汁1element2elements5elements1element3elements2020/2/1611Plan-o-gram(Average12elements)Thegondolacanbe2.2mhighor3mhigh2020/2/1612ŒVerticallybyflavor,suchasorange,appleandotherjuice.按口味垂直排列,如橙味苹果味等果汁.Insideoneflavorverticallydisplayedby100%juiceand10%~20%Juice,thenbypackage:bottle&Box.同一口味,先按浓度,再按包装(瓶或盒).ŽInsideotherjuice,it‘sdividedbyGreen&Red.在其它果汁中可分为绿色和红色果汁.执行标准参考照片Greenjuice绿色果汁Redjuice红色果汁OrangeJuice橙汁AppleJuice苹果汁100%Juice100%纯果汁10%~20%Juice10%~20%果汁饮品OtherJuice其它果汁2020/2/16131002机能性饮料AverageLinear:2elements-Functiondrinkisclosetocarbonateddrinkorjuice.Thecategoryallocationisputinorderas:sportdrink,healthdrink,coffee.机能饮料和碳酸，果汁相近。这个分类排布原则是：运动饮料，健康饮料，咖啡.ConsumersFlow运动饮料健康饮料1element0.5element咖啡0.5element2020/2/1614Plan-o-gram(Average2elements)Thegondolacanbe2.2m,3mor1.4mhigh2020/2/1615ŒVerticallybyfunction:Sportdrink,Healthydrink,coffee.按功能垂直排列:运动饮料,保健及功能性饮料,咖啡.Fromuptodownissmallpackagetobigpackage,andhighpricetolowprice.按包装由小到大，价格由低至高，从上至下排列.执行标准参考照片Coffee咖啡HealthDrink健康型饮料SportsDrink运动型饮料Simplepackage单包装Compoundpackage组合包装2020/2/16161003茶饮料AverageLinear:6elementsConsumersFlow奶茶凉茶加味茶0.5element0.5element1element4elements茶咖啡(绿茶、红茶）-Teadrinkisclosetojuice.Thecategoryallocationisputinorderas:Milktea,HerbalTea,TeawithFlavor,TeaDrink.茶饮料和果汁相近。这个分类排布原则是：奶茶，凉茶，加味茶，茶饮料。2020/2/1617Plan-o-gram(Average6elements)Thegondolacanbe2.2mor1.4mhigh2020/2/1618ŒTeaisdividedby5subfamily:Milk&Herbaltea,Flavoredtea,blackteaandGreentea.茶饮料分五种:奶茶,凉茶,加味茶,红茶和绿茶.Flavoredteaisimplementedverticallybyflavor:lemon,Other…Insidelemonflavor,separatedbylemongreen&lemonblack.加味茶以柠檬,其他口味垂直排列