xx日化百货用品苏果超市进场方案.ppt

世家公司2011年 苏果超市系统开拓书 一、世家简介一、世家简介 二、系统策略规划二、系统策略规划 三、进场规划三、进场规划 四、市场促销推广规划四、市场促销推广规划 目 录 一、世家简介 公司简介公司简介 世家是全球领先的洁具制造商，是专业从事清洁用品开发、制造、销售一体化的股份制有限公司，世家是全球领先的洁具制造商，是专业从事清洁用品开发、制造、销售一体化的股份制有限公司， 为中国驰名商标为中国驰名商标 致力于为中国和世界人民提供高品质的清洁用品、包括拖把、清洁刷、清洁布、刮窗致力于为中国和世界人民提供高品质的清洁用品、包括拖把、清洁刷、清洁布、刮窗 器等，世家总部位于景色迷人的浙江省奉化市，成立于器等，世家总部位于景色迷人的浙江省奉化市，成立于19971997年年5 5月，公司现有职工月，公司现有职工10001000余人，总投资余人，总投资 逾逾50005000万美元，迄今为止年产值万美元，迄今为止年产值350,000,000350,000,000元人民币，每年并以超过元人民币，每年并以超过35%35%的速度递增。公司占地面的速度递增。公司占地面 积积8500085000平方米，建筑面积平方米，建筑面积5000050000平方米，拥有现代化花园式标准厂房、优雅的人文办公环境。平方米，拥有现代化花园式标准厂房、优雅的人文办公环境。 凭借多年来对国际洁具市场的深刻理解，和对洁具在研发、制造、服务上的深厚经验，凭借多年来对国际洁具市场的深刻理解，和对洁具在研发、制造、服务上的深厚经验，9 9年来，每年来，每 一款洁具都深受业界与消费者的好评，并且全部顺利通过了一款洁具都深受业界与消费者的好评，并且全部顺利通过了ISO9001ISO9001：20002000认证，不仅如此，鉴于当认证，不仅如此，鉴于当 前国际市场对生活品质的更高要求，世家还建立了一套高效严谨的质量保证体系，连续多年被评为浙江前国际市场对生活品质的更高要求，世家还建立了一套高效严谨的质量保证体系，连续多年被评为浙江 省质量、计量信得过单位。省质量、计量信得过单位。 20092009年与年与ACAC尼尔森合作，准确掌控市场动向，更好的奉献出消费者喜爱的实惠产品。并投资逾千万元尼尔森合作，准确掌控市场动向，更好的奉献出消费者喜爱的实惠产品。并投资逾千万元 的广告形象费用，更好的与超市合作提升品牌形象，更受消费者喜爱。的广告形象费用，更好的与超市合作提升品牌形象，更受消费者喜爱。 作为国际清洁世家，世家的产品畅销美国、加拿大、德国、法国、英国、意大利、挪威、丹麦、芬作为国际清洁世家，世家的产品畅销美国、加拿大、德国、法国、英国、意大利、挪威、丹麦、芬 兰、澳大利亚、韩国、日本等兰、澳大利亚、韩国、日本等2020多个国家和地区，并根据当地市场客户的使用习惯和特殊要求，不断研多个国家和地区，并根据当地市场客户的使用习惯和特殊要求，不断研 发改进产品功能以满足本土化的需求。公司在保持国际领先的同时，还在国内市场有着强大的行销网络发改进产品功能以满足本土化的需求。公司在保持国际领先的同时，还在国内市场有着强大的行销网络 覆盖，在国内主要城市建有分公司覆盖，在国内主要城市建有分公司1010余处，每年公司都投入大量奖金用于新产品的开发，以确保产品更余处，每年公司都投入大量奖金用于新产品的开发，以确保产品更 新换代满足顾客及市场需求走向。新换代满足顾客及市场需求走向。 公司自成立以来，一直以优质的品质、超前的技术、强大的团队和完善的服务立足于国内外市场，公司自成立以来，一直以优质的品质、超前的技术、强大的团队和完善的服务立足于国内外市场， 致力于创一流品牌的伟业中，世家将一如继往的秉承致力于创一流品牌的伟业中，世家将一如继往的秉承“要么不做，要做就做最好要么不做，要做就做最好”的宗旨，世家人永远的宗旨，世家人永远 走在行业的先锋，国际的前沿，并逐步把世家建成全球一流、深受国内外消费者欢迎的清洁用品制造商走在行业的先锋，国际的前沿，并逐步把世家建成全球一流、深受国内外消费者欢迎的清洁用品制造商 。 “ “World Cleaner” is a global advanced manufacture of cleaning products, specialized in cleaning products World Cleaner” is a global advanced manufacture of cleaning products, specialized in cleaning products developing, manufacturing, saling, an devoting to supplying high quality cleaning products to Chinese and worlds developing, manufacturing, saling, an devoting to supplying high quality cleaning products to Chinese and worlds people, including moo, brush, broom, window and floor squeegee, static dust cloth and wet wipe, microfiber cloth and people, including moo, brush, broom, window and floor squeegee, static dust cloth and wet wipe, microfiber cloth and so on.so on. The head office is located in beautiful sight in Fenghua city founded in May, 1997. “World cleaner” covers an area of The head office is located in beautiful sight in Fenghua city founded in May, 1997. “World cleaner” covers an area of about 70000about 70000 along with over 1000 workers. And the whole investment is more than $35,000,000, up until now the along with over 1000 workers. And the whole investment is more than $35,000,000, up until now the outputs have reached 50,000,000USD per year, and it increased beyond 35% every year. The plant also has modern outputs have reached 50,000,000USD per year, and it increased beyond 35% every year. The plant also has modern garden standard workshops, elegant office environment. garden standard workshops, elegant office environment. Relying on deep comprehension to the world cleaning markets and profound experience of developing and Relying on deep comprehension to the world cleaning markets and profound experience of developing and researching, manufacturing, services, Since 8 years, “World Cleaner” every design of cleaning products are warmly researching, manufacturing, services, Since 8 years, “World Cleaner” every design of cleaning products are warmly welcomed by customers, and our company has been ISO 9001: 2000 cerified. Besides in view of the higher life quality welcomed by customers, and our company has been ISO 9001: 2000 cerified. Besides in view of the higher life quality demands in world market, “World Cleaner” builds up a series of high efficiency quality demands in world market, demands in world market, “World Cleaner” builds up a series of high efficiency quality demands in world market, “World Cleaner” “World Cleaner” Builds up a series of high measurement trustful unit”, “Chinese well-known trademarks” in 2008. Builds up a series of high measurement trustful unit”, “Chinese well-known trademarks” in 2008. As a world cleaning family, “World Cleaner”s products sell well in America, Canada, Germany, France, England, Italy, As a world cleaning family, “World Cleaner”s products sell well in America, Canada, Germany, France, England, Italy, Norseland, Denmark, Finland Australia, Korea, Japan and other 20 more countries and areas, and according to local Norseland, Denmark, Finland Australia, Korea, Japan and other 20 more countries and areas, and according to local market clients using custom and special demands, we continually developing and researching to improve the function market clients using custom and special demands, we continually developing and researching to improve the function of products in order to satisfy local demands. Our company are keeping internal advanced, meanwhile, it also builds up of products in order to satisfy local demands. Our company are keeping internal advanced, meanwhile, it also builds up a strong class network at home market, besides if has 10 more plants in main cities in China, every year our company a strong class network at home market, besides if has 10 more plants in main cities in China, every year our company invest a lot of money to develop new products, in order to meet the demands of customers and markets direction. invest a lot of money to develop new products, in order to meet the demands of customers and markets direction. From foundation of the company, we always depend on high quality. Advanced technique, strong employee and From foundation of the company, we always depend on high quality. Advanced technique, strong employee and perfects service basing upon the market at home and abroad, and devoting to creat high-class brand, “World Cleaner” perfects service basing upon the market at home and abroad, and devoting to creat high-class brand, “World Cleaner” will carry on the aim “When do, do the best”. “World cleaner” will walk in the front of the world forever, and we prog-will carry on the aim “When do, do the best”. “World cleaner” will walk in the front of the world forever, and we prog- ressively setting up “World Cleaner” to global “first-rate”, and also a cleaning products manufactures that warmly ressively setting up “World Cleaner” to global “first-rate”, and also a cleaning products manufactures that warmly welcomed by customers at home and abroad. welcomed by customers at home and abroad. Brief IntroductionBrief Introduction 注塑车间注塑车间 五金车间五金车间 织纱车间织纱车间 缝纫车间缝纫车间 仓库仓库 产品架构示意图（一）产品架构示意图（一） 磨擦磨擦 抹拭抹拭 地板清洁地板清洁 其他其他 家居清洁辅助用品家居清洁辅助用品 吸尘卷吸尘卷 擦窗器擦窗器 扫帚和刷子扫帚和刷子 除尘除尘 抹布抹布 普通海绵普通海绵 密胺树脂密胺树脂 其他其他 圆拖圆拖 套装套装 类型类型 地推地推 棉棉 PVAPVA 无纺布无纺布 材质材质 超细纤维超细纤维 清洁布清洁布 拖把拖把+普通水普通水 桶桶 拖把拖把+拧干水拧干水 桶桶 拖把配清洁液拖把配清洁液 或打蜡剂或打蜡剂 其他其他 拧干式拖把拧干式拖把 擦地布擦地布 其他其他 天然木浆海绵天然木浆海绵 扫帚扫帚 刷子刷子除尘掸除尘掸 除尘纸除尘纸 普通百洁布普通百洁布 海绵百洁布海绵百洁布 钢丝球钢丝球 其他其他 ScouringScouringCleaning&WipingCleaning&WipingMopping&Floor ClothMopping&Floor ClothOthersOthers Household Surface Cleaning AidHousehold Surface Cleaning Aid Lint RollerLint Roller Window Window CleanserCleanser Brushing&BroomingBrushing&BroomingDustingDusting ClothCloth SpongeSponge Melamine Melamine FoamFoam OthersOthers Round MopRound Mop SetSet TypeType Flat MopFlat Mop CottonCotton PVAPVA Non-wovenNon-woven MaterialMaterial Micro FiberMicro Fiber RefillsRefills Mop+Normal Mop+Normal BucketBucket Mop+WringinMop+Wringin g Bucketg Bucket Mop+LiquidMop+Liquid OthersOthers Wring MopWring Mop Floor ClothFloor Cloth OthersOthers CelluloseCellulose BroomBroom BrushBrushDusterDuster ClothsCloths PadPad Scrub Scrub SpongeSponge Spiral BallSpiral Ball OthersOthers 产品架构示意图（二）产品架构示意图（二） 一次性一次性 杯子杯子保鲜膜、保鲜袋 保鲜膜、保鲜袋 一次性用品一次性用品 手套手套 保鲜膜保鲜膜 保鲜袋保鲜袋 灵巧型绒里手套灵巧型绒里手套 耐久型绒里手套耐久型绒里手套 纸杯纸杯 塑杯塑杯 垃圾袋垃圾袋 增长型绒里手套增长型绒里手套 一次性手套一次性手套 一次性纸盘一次性纸盘一次性台布一次性台布鞋套鞋套 paper cups paper cups PE Preservative Film PE Preservative Film Disposable suppliesDisposable supplies Latex glove Latex glove PE Preservative FilmPE Preservative Film PE Preservative Bag PE Preservative Bag ultrathin glove ultrathin glove thickened type thickened type paper cupspaper cups Plastic Cup Plastic Cup rubbish bag rubbish bag Gloves with velvet lining Gloves with velvet lining Disposable ultrathin glove Disposable ultrathin glove Paper BoxPaper Box disposable disposable tablecloths tablecloths Shoes Shoes Cover Cover 我们的荣誉与骄傲我们的荣誉与骄傲 世家新形象世家新形象 IconIcon 品牌文化品牌文化 家庭文化，是和睦的文化。 和睦家庭是携手，是相互，更是分担。 世家持续改进家居清洁工具， 分担主妇家务的辛劳。 世家也倡导夫妻一起分担家务。 世家世家品牌推广品牌推广 世家相继在北京、上海、深圳、成都、宁波 投放公交车身广告，以及公交相关媒体广告。 世家公交车广告 世家公交车广告 世家公交车广告 户外媒体广告户外媒体广告 世家户外广告高炮 世家陈列规范世家陈列规范 端架 地堆 小商品排面 世家终端陈列包柱 二、系统策略规划 品牌规划： 结合世家公司整体策略，在苏果实施品牌推广规划，创建“世家”全新“清洁专家 的品牌内涵，在拖把品类中占据销量占据第一位，在其它品类销量占据前三位 产品线规划： 在苏果系统构建多品类产品线拖把、刷子、小商品、刮窗器等，丰富在苏果系统的产 品线 价格规划： 在苏果系统中世家在低、中、高价位适量铺设产品，根据各品类中主要竞争对手设定不同的 价格策略,并在销售具体过程中通过促销手段进行调节 战略合作伙伴规划： 将苏果做为世家重点战略合作伙伴级进行合作及提升，先由南京区比较优秀家门店进行切入 ，分区域逐步向整条系统延伸 打造职业团队： 苏果