KA利润的故事.ppt

,THE,PROFIT$TORY,利润的故事,Howourcustomergeneratesalesandprofit我们的客户如何创造营业额和利润Howcustomersmeasuretheirperformance我们的客户如何评估业绩Howsoftdrinksimpactprofitability饮料对利润的影响Howsoftdrinkscanhelpthecustomertomaximizetheirprofit饮料如何协助客户达到最大的销量,TheFocusofTheProfit$toryistounderstand:利润故事的重点在于了解:,Describethestrategiesemployedbycustomerstoachievesalesandprofitobjectives客户采用何种策略来达到销售和利润目标Describetheinter-relationshipofkeysalesandprofitdrivers描述主要销售和利润驱动因素的相互关系Describetheimpactofsoftdrinkprogramsoncustomerssalesandprofit形容饮料促销对客户销售和利润的影响,Objectives目标,CustomerSalesandProfitModel客户营业额及利润模块,+,X,=,X,X,=,=,=,X,-,=,=,GeneratingCustomerSalesandProfit为客户创造营业额和利润,X,=,X,X,=,=,=,X,SalesandProfitCalculation计算营业额和利润,EXERCISE:5MINS练习:5分钟,GeneratingCustomerSalesandProfitWorksheet客户创造营业额和利润工作表,X,=,TotalSales$总销售金额,GrossProfit$毛利,Average$PerTransaction每次交易金额,ShopperBase客户基数,NumberofShoppers顾客数,NumberofShoppingTrips拜访次数,GrossProfit$PerTransaction每次交易毛利,Average$PerTransaction每次交易金额,ProfitMixOfItems货品组合毛利率,X,X,=,=,=,X,ShopperBase客户基数,CHANNEL渠道:_,GeneratingCustomerSalesandProfitWorksheet为客户创造营业额和利润工作表,X,=,TotalSales$总销售金额,GrossProfit$毛利,Average$PerTransaction每次交易金额,ShopperBase客户基数,NumberofShoppers顾客数,NumberofShoppingTrips拜访次数,GrossProfit$PerTransaction每次交易毛利,Average$PerTransaction每次交易金额,ProfitMixOfItems货品组合毛利率,X,X,=,=,=,X,ShopperBase客户基数,CHANNEL渠道:PETROLEUM加油站,SalesandProfitCalculation(Answers)计算营业额和利润(答案),EXERCISE:5MINS练习:5分钟,CustomerSalesandProfitModel客户营业额及利润模块,Drivers驱动因素,Traffic人流量,In-outletShoppingbehavior店内购买行为,CustomerSalesandProfitModel客户毛利组合,Drivers驱动因素,SoftDrinkProducts/Programs饮料促销活动(GroupExercise小组讨论:10mins),POSExecution售点广告StoreFrontBanners店前横幅WindowSigns橱窗标示,Etc.LostLeaders“HotPrice平价热卖产品AddedValuePromotions/redemption增值促销活动DockDisplays大型陈列SpecialEvents特殊项目CustomerAppreciation路演GrandOpenings开张店庆Couponing/Trial优惠券/试饮ProperBrandSets产品结构Advertising广告,UserFriendly善待顾客CleanEnvironment清洁环境ExcellentServices良好服务CoreBrandValue主要品牌价值EDLP每天低价BounceBackcoupons优惠券ContinuityPrograms/Membership长期活动/会员制Value-AddedPromotions增值促销活动In-StoreExecution店内执行,CrewIncentive店员销售奖励SuggestiveSelling建议销售Multi-Packs多包装12-Packs12包BonusPackages加量装SelectivelyDiscountPrices特价折扣Pricing价格HotPrimaryEDLP每天低价Specific/PrimaryPoint-of-Sale特制售点广告,CrewIncentive销售奖励SuggestiveSelling建议销售Pushimprovedmarginproducts推介高毛利产品AdjustCategoryMix产品组合调整Sell-inHighMarginProducts售卖高毛利产品ProfitableNewProductIntroductoryDeals新品进场ComboIncentives套餐优惠“Special”Prices特价Premiums礼品ProperUseOfP.O.S.售店广告Snack/Candy/Deli联合促销IN-StoreExecution店内执行FloorDisplay产品堆头AvailableinCold冰冻产品StockRefill及时补货,PurchaseIncidence=PercentageofShopperswhoIncidencebuyaspecificitem/categoryonanygivenshoppingtrip购买发生率=顾客在拜访过程中购买某一特定商品/品类的的发生比率ProductwithHighPurchasePotentialis高购买发生率产品是指:Purchasedbymany被很多顾客购买Purchasedfrequently被购买的次数很多Category品类率PurchaseIncidence购买发生率*AllRTDSoftDrinks39%Coca-ColaProducts26%*ChinamotorSurvey2001,PurchaseIncidence购买发生率,PurchaseIncidenceModel购买发生率的模块,X,=,=,X,X,=,Exercise练习:Identifythefourfactorsdrivein-outletpurchaseincidence找出提高店内购买发生率的4个驱动因素:,Productandpackageassortment(multi-pack/bonus-pack/newproduct/etc)产品包装分类（例：多包装加大装新产品）Consumerpromotions(luckydraw/premium/jointpromotion/etc)消费者促销（例：抽奖礼品联合促销）Pricepromotions(EDLP/discountprice/etc)价格促销（例：每天低价特价产品）In-outletmerchandising(GDM/multi-pointdisplay/POP/etc)店内生动化（例：冰柜陈列多点陈列售点广告）,Discusshowcustomersmeasuresalesandprofit讨论客户如何计算营业额和利润IdentifyelementsthatshouldbeincludedinlineitemonP&L确定损益表内应包含的元素Identifyandcalculatekeycustomermetrics找出和计算客户的主要衡量基准UnderstandhowCoca-Colaaddstocustomersgrossprofit了解可口可乐产品如何提高客户毛利,Objectives目标,CustomerSalesandProfitModel客户营业额及利润模块,Showhowpartsofmodelfittogether显示模块的组成部分和相互关系Linkothercustomermetricstothemodel找出客户的其他相关的衡量基准Explainthe“why”behindRPAcalculations解释计算零售毛利分析的背后原因,WhyDiscussMeasuringofCustomerSalesandProfits?为何要讨论如何计算客户的营业额和利润?,MeasuringCustomerSalesandProfitModel计算客户营业额及利润模块,WhatarethesourcesofTotalSoftDrinkSales$?饮料的总营业额从哪里产生?,DISCUSSION:5MINS,Shelf/Display货架/堆头Vending自动售卖机GDM冰柜Fountain现调机,_,MeasuringCustomerSalesandProfit计算客户营业额及利润,-$7,007,$1,437,17,+,-,=,=,WhatdowemeanbyOtherSalesIncome?其他收入是指什麽?,Promotionfee促销费用Advertising广告Listingfee进场费Display/merchandisingincentives堆头费Rebates(product/cash)回扣Equipmentpayment设备投放费用Volumeincentives销量奖励,DISCUSSION:5MINS,MeasuringCustomerSalesandProfit计算客户营业额及利润,_%,20,TotalGrossMargin%总毛利率,GMROI投资毛利回报,TotalGrossMargin%(100%-TotalGrossMargin%),x,AnnualInventoryTurns,=,GMROI,GrossMarginReturnonInvestmentGMROIAmountofGrossMargingeneratedforeachRMBInvestedinInventory-AnInventoryPerformanceMeasurement投资在库存的每一元所产生的毛利用于衡量存货管理的表现,总毛利率%(100%总毛利率%),x,全年库存周转数,=,投资毛利回报,GMROIExample例:,WALMARTRETAILLINKGDDATA沃尔玛广东零售链资料,1