ICC-学员手册-如何开发优质新客户与老客户质量提升-V20

1Proprietary&Confidential如何开发优质新客户与老客户质量提升AnInsightcodecontinuousLearningSolutionSpeciallyforFieldSalesContinuousLearningJourneyintheField2Proprietary&Confidential讲师简介1994-2001,宝洁中国ProPRer&GambleChina2001-,思码管理咨询InsightcodeConsulting部分客户箭牌、欧莱雅、联合利华、强生中国、强生制药、西安杨森、施贵宝、美赞臣、爱芬、益海嘉里、中粮集团，上海庄臣、可口可乐、惠普、诺基亚……王烈RaymondWang高级咨询顾问/高级讲师SeniorConsultant/[e-mail]3Proprietary&Confidential课程概述4Proprietary&Confidential以终为始|确认最终目的A.建立强大的销售团队B.与地区批发客户更好的合作C.提升地区业务表现D.对各渠道的有效覆盖E.不断提升零售终端的产出单选题我们开新店、提升老店的目的是什么？5Proprietary&Confidential销售额产品地区终端表现渠道覆盖业务团队分销服务资源投入区域管理|提升地区销售表现|路线图6Proprietary&Confidential让数据指明方向7Proprietary&Confidential销量分析路线图销售总体结果（时间序列分析）对象：销售量|额，销售量|额目标，维度：时间时间：时点－同比，环比；时段－同比作用：反映各级业务单位总体目标完成情况了解生意结果销售构成分析（成分对比分析）对象：销售量，销售额维度：产品(8类)；渠道（5个：批发|文具店|KA|连锁卖场|配送商）时间：时点－环比作用：找到重点细分市场掌握生意构成销售分布分析（频率分布分析）对象：销售量，销售额维度：所有渠道－产品（所有产品）零售渠道－产品（所有产品）时间：时点－同比，环比；时段－同比作用：找到重点门店、重点SKU分出轻重缓急销售对比分析（项类对比分析）对象：销售量|额|目标维度：产品－销量量|额贡献最大的单品时间：时点－同比，环比；时段－同比作用：监控重点门店、重点产品的销售变动情况监控重点生意销售过程分析（相关性分析）对象：销售量|额，终端覆盖|店内要素维度：时间，渠道时间：时点－同比，环比；作用：找到核心生意驱动要素|优质门店共性分析业务行为123458Proprietary&Confidential看构成|销量来自哪里？9Proprietary&Confidential概念|理解“业务分析”把复杂的生意分解成各个组成部分，分别加以研究,以找出各组成部分的本质属性和彼此之间的关系,从而全面、完整、系统地理解生意，为决策和行动提供指导。10Proprietary&Confidential业务分析的概念分解研究理解行动按照不同维度将目标内容拆解成细小的组成部分。研究各组成部分的本质、属性、规律、特征以及各组成部分之间的关系。全面、系统地理解生意，发现问题或机会，或对决策进行判断。将分析结果转化为指导行动的策略与计划。11Proprietary&Confidential为什么要“拆解”生意？生意结果生意策略构成分析细分市场分析维度分析维度12Proprietary&Confidential可以从哪些维度来拆解生意?QUESTION13Proprietary&Confidential学会用五个维度来拆解业务|PROCT产品渠道区域时间组织-MT-小店-批发-其它-大区-省区-城市-周边-品牌-品类-规格-系列－年－季－月－周－天－业务团队－经销商－服务商客户-Top5|20-导购|非导购-WM|C4-……ProductRegionOrganizationChannel&CustomerTime14Proprietary&Confidential在同一时间段中,销量由三个维度构成区域-大区-省区-城市-周边产品-品牌-产品-规格-价位-包装-系列渠道-KA-MT-小店-批发-其它客户-不同的供货-TOP20-专柜、非专柜-客户级别-客户业态RegionProductChannel15Proprietary&Confidential三个维度的三种组合区域产品渠道RegionProductChannel▲产品区域销量分析PR分析▲产品渠道销量分析PC分析▲产品区域渠道销量分析PRC分析16Proprietary&Confidential品类东城西城南城北城新京合计A品类3.04%0.65%0.05%0.30%0.95%4.98%B品类6.15%2.77%1.38%3.07%2.00%15.37%C品类27.21%14.24%9.06%9.06%5.18%64.80%D品类5.80%3.58%2.84%1.19%1.49%14.86%42.19%21.24%13.33%13.63%9.61%100.00%PR分析|产品区域销量分析案例：产品区域(PR)销量占比分析100%产品P区域R画出你们的PR表落地计划落地计划17Proprietary&Confidential品类A渠道B渠道C渠道D渠道合计A品类0.49%1.12%2.81%0.55%4.98%B品类1.64%7.27%4.10%2.36%15.37%C品类13.99%21.47%20.21%9.12%64.80%D品类2.97%4.02%5.76%2.16%14.91%19.10%33.88%32.89%14.19%100.00%PC分析|产品渠道销量分析案例:产品渠道(PC)销量占比分析100%产品P渠道C画出你们的PC表落地计划落地计划18Proprietary&ConfidentialPRC分析|产品区域渠道销量分析100%产品P区域R渠道C画出你们的PRC表落地计划落地计划19Proprietary&Confidential品类渠道东城西城南城北城新京合计A品类小计3.04%0.65%0.05%0.30%0.95%4.98%A渠道0.22%0.09%0.01%0.06%0.12%0.49%B渠道0.50%0.22%0.02%0.08%0.31%1.12%C渠道2.11%0.23%0.01%0.10%0.36%2.81%D渠道0.21%0.10%0.02%0.06%0.16%0.55%B品类小计6.15%2.77%1.38%3.07%2.00%15.37%A渠道0.29%0.43%0.17%0.51%0.24%1.64%B渠道4.04%1.03%0.51%1.02%0.67%7.27%C渠道1.39%0.94%0.27%0.71%0.80%4.10%D渠道0.42%0.37%0.44%0.84%0.29%2.36%C品类小计27.21%14.24%9.06%9.06%5.18%64.80%A渠道2.73%4.36%3.82%1.71%1.37%13.99%B渠道12.10%3.80%1.89%2.17%1.50%21.47%C渠道10.86%3.80%1.74%2.09%1.73%20.21%D渠道1.58%2.28%1.61%3.08%0.57%9.12%D品类小计5.80%3.58%2.84%1.19%1.49%14.86%A渠道0.36%0.74%1.20%0.20%0.48%2.97%B渠道1.83%1.08%0.62%0.20%0.29%4.02%C渠道3.27%1.21%0.57%0.24%0.47%5.76%D渠道0.34%0.55%0.44%0.56%0.25%2.16%合计42.19%21.24%13.33%13.63%9.61%100.00%PRC分析|产品区域渠道销量分析20Proprietary&ConfidentialPRC分析|产品渠道销量分析大型超市中小超市小店批发合计Top10OthersTop10OthersABCTop10OthersAAH1.0%0.4%0.6%0.5%0.4%0.3%0.2%0.6%0.1%4.0%AM2.5%1.1%1.5%1.2%1.0%0.7%0.4%1.4%0.2%10.0%AL1.5%0.7%0.9%0.7%0.6%0.4%0.2%0.8%0.1%6.0%BBH0.5%0.2%0.3%0.2%0.2%0.1%0.1%0.3%0.0%2.0%BM0.8%0.3%0.5%0.4%0.3%0.2%0.1%0.4%0.1%3.0%BL1.3%0.6%0.8%0.6%0.5%0.4%0.2%0.7%0.1%5.0%CCH2.8%1.2%1.7%1.3%1.1%0.8%0.4%1.5%0.2%11.0%CM6.5%2.9%3.9%3.1%2.6%1.8%1.0%3.6%0.5%26.0%CL8.3%3.6%5.0%4.0%3.3%2.3%1.3%4.6%0.7%33.0%25.0%11.0%15.0%12.0%10.0%7.0%4.0%14.0%2.0%100.0%请找出容量占比最大的前5个细分市场21Proprietary&ConfidentialPRC分析就是在正确的维度上不断拆解100%100%品类C区域T100%100%品类C渠道C100%100%品类C区域T渠道C将销量分解到产品区域中将销量分解到产品渠道中将销量分解到产品地区渠道中区域R区域R产品P产品P产品P22Proprietary&Confidential看分布|找到“关键的少数”23Proprietary&ConfidentialCASE|洗发水品类的8020分析0.0%20.0%40.0%60.0%80.0%100.0%VS400mlPantenePro-V400mlFeatherRejoiceAD2in1400mlRejoiceAD2in1750mlPantenePro-V750mlOptima2in1400mlVSUltraCare13ozRejoice2in1400mlNouriche400mlRevlonRegularOptima2in1750mlSifone2in1400mlJ&JBaby800mlSifone2in1750mlSifoneAD750mlJ&JBabySoft500mlPalmoliveNaturalsRismyHNS2in1400mlOptimaAD2in1400mlSifoneAD400mlRejoice2in1750mlHNSShampoo400mlEssentalNat.StylingMeritZPT400mlAmericanNo.1regularHNSMenthol400mlPanteneScalpCare400mlNouriche750mlOptimaAD2in1750mlTimoteiregularJ&JBaby600mlWellaBalsamElseve2in1AlbertoRegularLux2in1750mlMeritZPT800mlElseveregularSalonSelectiveregularSelsunBlueHNS2in1750mlJ&JBaby400mlLux2in1400mlOptimaUltraMild400mlFinesseregularJ&JBaby200mlNouriche100mlStasia2in1400mlStasia2in1750mlWellaSunnyDropEssentialCond.ShpJ&JBathBuddies-MinnieOptima2in1200mlOptimaUltraMild100mlRevlonZPIISelsunBlue3in1SifoneAD200mlWellaNeopHerbWellaWash&CareAmericanNo.1/2in1/3in1BatisteDryShampoo150mlBijinuka700mlCussonsGlissKurS/P250