[产品经理]HP产品经理培训课件

HPFY99wholesalerdirectionPartone:ProductManagerParttwo:ChannelSalesPartthree:Channelevolutionin1999PartfourReviewtoolsPartfiveBFTintroductionPart1如何成为成功的产品经理ProductManager产品经理培训产品经理做什么–市场开发的产品专家–使运做成本最小化–专注产品线与产品分类–产品价值的创造者–固定的基本薪水–订购可销售的产品–创造市场拉力销售经理做什么–渠道开发的销售专家–使利润最大化–专注于客户–产品价值的提升与传递–佣金薪水–销售我们所拥有的产品–加强市场推力ASuccessfulPMIn-depthproductandmarketknowledge-marketsurvey&research,customerstudy-channelneeds&segmentdevelopmentFocusedmarketdevelopmenteffortswithbalancedPLresult-clearsegmentidentification-successfulproductcategorymanagement-timetomarketOperationalefficiencyandadvancement-forecastandreview,readinessandaccuracyofoperationaldata-productplanatdifferentstageofthelifecycle-competitoranalysis-workwithHPinleadingthechange-valueaddedsellingmodelWhatshouldaPMdo?BusinessManagementunderstand“customer”needssupplychainmanagementgeneratethedemandunderstandtheenvironment&situationproactivelyrefrainthecompetitorsProductManagementproductlineandproductcategorymanagementinventoryplanningandmanagementproductcyclemanagementsellthroughmanagementMeasurementfortheProductManagerBusinessManagementknowledgeaboutmarket,competition,channelapplydifferentstrategiestodevelopthemarketeffectiveuseofmarketingfoundcoverageandsegmentdevelopmentProductManagementPLquotaachievementsforecastaccuracy,operatingcostanalysis,inventoryturnsproductscrapcost,fire-salecostsellthroughanalysis,TAT,out-of-stockratioindustrialratio,vendorandmarketgrowthrateProductManagementOverviewPMhasnotbeengivenadequatefocusManyhasnotreceivetherightlevelofleadershipfromthewholesaler’smanagementteamExample:–IsitgoodforaPMtobeaPortfoliomanager?–WhatdoaPMdoafterapriceisset?–Whatreportingdotheymonitor?–Whataretheirindictors?–Howdotheygetconfirmation?–Whoaretheiradvisors?Conclusion:today,mostPMareontheirown,donothaveaprocessofcommunicationorescalationandspend90%oftheirtimeadjustingprices.TopPrioritiesforProductManagersBasicsforPM:strengthenunderstandingofmarket&industrydynamicsunderstandyourcompany’scompetitivenessandpositionwithintheinternalcompetitionandexternalcompetitionunderstandyoursalesteam’sdeploymentandtheirlocalenvironmentsetupprocessesofcommunication,pricerequest/approval3importantareasofthinking:understandingyourcompany’scompetitivepositioninthecomplexcompetitiveenvironmentbybreakingitdowntospecificsunderstandingwhetheryourcompanyhasastablebusinessandiftheyarestableunderstandhowyoucangrowyourbusinessMarketdynamicsaffectingproductmanagement:BenchmarkingtherightthingPMhastraditionallybeeninternallyfocused–mycompetitionisnetDELL,itisw/sX–wholesalerXissellinglowerprice–Iambetterthanw/sXbecauseIhaveabiggerofficesetupinthatcityToday,PMneedtocalibratetheinternalenvironmentandquicklymoveouttohandletheexternalenvironment–AmIsellingmoreefficientthanw/sX?–wheredowecompeteandwhereshouldweholdtheline?–Whatarethecompetitiveadvantagethattheaveragew/shasintheregion,industry?–Ismynetworkstrongerthantheaveragew/sintheindustry?–WhataretheKSFintheindustry?Understandingyourcompany’scompetitivepositioninthecomplexcompetitiveenvironmentbybreakingitdowntospecificsPart2如何做成功的渠道销售员ChannelSales渠道分类付款好坏定货量大小潜在问题营业额中心放弃对象明日之星渠道分类价格高低定货量大小利润中心放弃对象放弃对象情人利润中心放弃对象利润中心渠道分类付款好坏价格高低利润中心放弃对象情人利润中心放弃对象Level1Level2Level3Level2公司定位营业额高低利润率高走向消失系统集成商分销商很少存在个别厂商竞争趋势高低市场容量大利润率竞争小ProfitNon-ProfitcompetitionProfit竞争趋势高低订货额大小价格渠道销售员任务将公司所经营的产品，以合理的价格，最大限度地销售给你的客户，并使你的客户能从中获取最大受益.WilliamLee渠道策略和方向渠道销售之角色资讯专员(Consultant)–今后代理的发展–业务方向–长期合作市场预测–代理和产品–月度。季。年度销售工作工作总结–代理和产品–月度。季。年度–市场代理商支持–技术。市场。销售案例，广告交流和联系–产品信息–公司方向和存在问提渠道的开发–(VAR,Dealerorretailer渠道销售之角色consultantForecastWinWinDirectionlongrelationtrustCompanyorder/shipmentinventorymanagementFinancialPlanSellProfit/lostrevenueReviewGainexperienceknowwhathappenandplanactionsupportingloyaltyorderCommunicationUnderstandingRelationproducts/marketinginfo.RecruitingNewBusinessMarketshare.代理商需求关心程度低051015202530354045priceAvaibilityRelationServiceProductsGrowthImageVARDealerRetailer关心内容分销商销售员技巧IndustrialKnowledgeProductsKnowledgeMarketTrendCompetitionCompanyandCustomerRelationmanagementPlanning分销销售员技巧CompanyImageCompanyGrowthProductsPriceAvailabilityRelationPlanningTechIndustrialKnowledgeRelationshipNegotiationProducts.MarkettrendCustomer&CompanyPlanning定单付款和欠款代理商召募Planning定单付款和欠款代理商招募orderD5602A6LTotal$R110080500R25040300R31030200Total5003001001200ProfitD5602A6LAVE.%R12%2%2%R24%2%3%R31%1%1%Total2.50%2.10%5%3.50%Planning(A/R)ResellerJulyAugSeptNoteA/R100300300R1Pay50100230Shipment50300230A/R1002080R2Pay100Shipment150A/RR3PayShipment240190340TotalA/R150350250Pay120300400ShipmentPlanning(Recruitment)Products:VectraPC,6LLaserJetTime:July.20Start:Aug.1End:Oct.30Target:6L:720PC:950Vectra2TNo.unitsTargetNo.unitsCity1280312City25120360City341806230..Total18600237206L2TNo.unitsTargetNo.unitsCity1280312City2445760City341806230..Total1880025950数量质量产品Part3ChannelEvolutionSupplychainlinkstodayandtomorrowKeyElementsinformersupplychainmodel–Reliabilityofimporters–costofimportationvsrisk–stabilityoflogistics–shipmentcapacity–VATreceipt–investin