HengAnProgramSummary_Tony.doc

HengAn PROGRAM SUMMARYHengAn Strategic Planning ProcessHengAn Vision & Corporate Strategy“Best Practices”- Corporate Culture- Process- People- Decision MakingCore Competency- Consumer Understandingo China Marketo Consumer Researcho Competitive Analysiso Product Evolution- Brand Developmento Sanitary Napkins Low End High Endo Diapers Low End High Endo Other Products- Supply-Chain Capabilitieso S&OPo New Order Fulfillmento New Production Planning- Marketing & Sales Approacho Sales Plan Modern Channel B/C Market Export Marketo Sales Region Reviewo Sales & Marketing Calendaro Sales Promotion BookAppendix:- Department Roles- List of Key Posts (Relationship Development Plan)- HengAn University- Team Charters- HengAn SOPHengAn GlossaryMARKETING & SALES APPROACH (Broad Market Penetration)Sales Plans Sales Plans are mainly well thought out presentations. HengAns reorganization significantly improves the Director of Sales to establish planning and reporting procedures. One area of focus needs to be Sales Plan and Account Plan development and coordination. The line management does not have clear sales target and is not involved in the Forecasting process. HengAn approaches the Modern Channel, B/C Market and Export market with distinct Sales Plans and approaches. We will review the channels separately and then draw overall conclusions.Modern Channel The traditional market consists of manufacturers, distributors, wholesalers and retailers. But in modern channel one which consists of manufacturers, hypermarkets . there are four kinds of hypermarkets below: 分类管理 Classified management: Modern Channel is new and growing rapidly in China.购物中心Shopping center Carrefour、RT-Mart、Wal-Mart、BeiJing HuaLian、Trust-Mart、Homeworld、Hymall、OuShang、WanJia、A.Best仓储客户Warehousing customer普尔斯马特、万客隆、山姆（沃尔玛）Metro,Pricesmart, Mekro, Sams club(Wal-Mart)超级市场 Supermarket上海华联、华润、上海捷强、上海联华 上海农工商、苏果 ShangHaiHuaLian, CRC, ShangHaiJieQiang, ShangHaiLianHua, ShangHaiNongGongShang, SuGuo连锁便利 Convenience storesHengAn has only had varied participation with a few Key Accounts. Current status is as follows:We have already signed national contract with Carrefour, RT-Mart and BJ HuaLianWe are negotiating with SH HuaLian, AuChan and Metro.The regional contract has been signed with Wal-Mart, Makro注：兰色部分为销售额前5名客户Blue one is Top 5 ones in sales revenue绿色部分为具有相当潜力的客户Green one is customer with huge potentialWith the development of modern channel, measures needs to be taken for reinforcing our core competence in this field are as follows:1. With the establishment of key account department, modern channel management will be reinforced2. The SKU price will be unified and special SKU list will be developed for each Key Account3. TCT methodology will be internalized in HengAn group4. The promotion budget will be developed for reinforcing consumer pullSWOT analysis: From the SWOT analysis we an see the competitiveness and high customer demands on performance:S：- 强大的综合实力及良好的产品质量 Powerful integrative strength and good product quality- -产品线长，有利于满足现通重点客户不同区域的的品项需求 Long product line, we can make good use of it to meet category needs comes from modern key accounts in Different r regions- 恒安产品为全国市场领导者，较高品牌知名度及市场占有率 We are the national leader, we have good brand awareness and high market shareW:- 缺乏现通重点客户尤其是跨区域性、全国性现通重点客户的管理经验We lack of management experience on modern channel key accounts, especially for cross-boundary and national modern channel key accounts.- 管理分散，尚未组建有效的零售重点客户管理机构management is poorly organized, the effective retail key accounts management organization is still not available- 不同区域实际销售的品项及价格差异较大 There is a big difference in category and price for different regions- 重点客户门店分布的核心城市及部分A类城市市场基础薄弱 The market foundation of core cities and some A level cities where key accounts store locates is weakO:- 集团对零售重点客户的重视程度增加 Nowadays, more attentions are paid on modern channel accounts by HengAn group.- 引进TCT管理 We introduced TCT management- 组建集团重点客户管理架构将进一步发挥集团的优势 the advantage of HengAn group will be further strengthened by means of establishing group key account management architecture.T:- 各零售重点客户的合作门槛在不断提高 cooperative conditions addressed by each retail key account becomes more and more critical- 主要竞争对手终端投入巨大，促销频繁 There are tremendous investments made by main competitors, and frequent promotions- 价格竞争日趋激烈、价格走低 There is more and more tense competition, and price is decliningLack of uniform managementLack of outlet investmentLack of key account management systemLack of key account management systemBarrier description: Most of the root causes to HengAns barriers are correctable by developing a retail key account management structure and process to leverage internal resources and focus HengAns actions on increasing sales.零售重点客户管理 Retail key account management: The Retail Key Account Management Strategy consists of five parts: 1) 产品品项 Product category, 2) 价格 Price, 3) 促销 Promotion, 4) 陈列 Display, and 5) 谈判 Negotiation:1. 产品品项 Product category 进行品项管理：筛选在销品项，实施分销组合。Implementation of category management：Selling categories will be optimized to make product mix in distribution channels全国性品项：National categorya、力推有竞争力的新品项，如：安尔乐薄型、抗菌卫生巾，安乐护翼、超薄卫生巾 We will focus our attention on those competitive new categories, Such as Anerle thin product， Anerle anti-bacteria ，Anle wing， Anle ultra-thinb、淘汰过时的旧品项：如安乐普通直条、安尔乐普通型卫生巾，确保安尔乐高档品牌形象并保证有竞争力的新产品有足够的推广资源Old categories will be eliminated， such as Anle straight ，Anerle regular product in order to maintain premium brand image for Anerle and ensure the resources will be available for competitive new products promotionc、优化产品组合 Optimization of product mix全国性品项：新产品推出后将不断更新 National category： this list will be continuously updated after new product launch产品品项制定 Development of product categoryd、所有重点客户的进场品项原则上由集团零售重点客户管理小组在充分征询市场部、各附属公司、恒安纸业的基础上统一制定。In principle, all entering categories for key accounts will be validated by HengAn retail key account management team based on those opinions come from marketing department, all subsidiaries as well as tissue factoryAccountSold to RegionsSales M RMBAnle SKUsAnerle SKUsDiaper SKUsTissue SKUsTotal93.44930713749Trust-Martstore916.42012492131RT-Martregion33.13953700Carrefourstore1520.480419715SH HuaLianstore42.61815392431Hymallstore42.0718261215Wal-Martstore74.8734381115Sams Clubstore21.80622378SH LianHuastore24.15661532Pricesmartstore504411523BJ HuaLianstore1013.43020582635SH NongGongShangstore18.54551630SuGuostore12.87371657CRCstore32.87810261225A.Beststore7N/A12432213Houseworldstore38.0764271014SH JieQiangstore11.96461330Metro00000OuShang00000WanJiastore20424718Makrostore10.120110312e、在确保全国性品项的前提下，安排适量的区域品项，加大地区优势。With the precondition of keeping national categories, some categories will be developed as regional category for each sales region to expand regional advantages2. 价格 Price: 对同类卖场实行全国统一进价. 商场供价由集团统一制定The uniform supplying price will be implemented for kindred hypermarkets national wide. The supplying price of hypermarket will be developed by headquarters3. 促销Promotion: 确保在终端对消费者的拉力：频率：每月一次常规促销， 每季度一次主题促销（利用节日、时事）. For the purpose of outlet consumer pull. Frequency: there will be a monthly routine promotion and a quarterly topic promotion( holidays , Current affairs). 操作：implementation:a、集合销售部、市场部、附属公司及重点客户意见制定年度促销方案，并于每季度进行滚动更新 The annual promotion plan will de developed based on opinions comes from sales department, marketing department, subsidiaries as well as key accounts and it will be quarterly updated.b、做到提前一季度递交重点客户促销方案 The promotion plan for key account will be submitted one quarter in ahead.c、全国性促销+区域性促销 National promotion+Regional promotion4. 货架陈列 Shelf Display: 丰富恒安产品终端视觉形象，增加购买机会. 集团统一制作不同类型门店的标准陈列手册. 货架占有率、 品种占有率不低于恒安全国市场占有率 Measures will be taken for improving outlet pop display to realize consumer pull. Standard: the standard display manual for different types of stores will be developed by HengAn Group. Shelf space rate, SKU percentage cant be inferior to national level.5. 谈判 Negotiation: 组建全国重点客户谈判团. 采取自上而下的谈判策略， 即从客户高层入手 The national key account negotiation team will be established. We will try to make contact with customer senior management first, then the negotiation will be held with the people in the field.B/C MarketExport MarketSales Region ReviewSales & Marketing CalendarThe single-page Sales & Marketing Calendar consolidates Product, Advertising, Packaging, Promotion, In-Store, and Public Relations activities for the next 12 months. The calendar helps to focus marketing and sales planning on the specific events and activities requiring sales materials for the quarterly sales plan. These quarterly activities are used to gain distribution and promote the Brands for sales forces while coordinating the supporting activities within HengAn and its suppliers. The dots reflect the actual dates and bars refer to the span of activitiesThe Milestone Chart looks at each activity in a more specific way. The vertical axis lists each activity of different category and the horizontal axis of the document picks up important stages (milestone) of each activity. By comparing the planned date and actual date management can better track the daily progress and execute timely adjustments when needed.The Calendar Project Team (CPT) that reports to the S&OP and has GM/Director involvement from Marketing, Sales, R&D and SCM maintains both documents.The calendar team needs to establish a process to maintain accurate Launch Dates, Quarterly/monthly sales activities, Advertising timing. Identifying the milestones will require the team to create or review timelines for each of the major activities. The Calendar Team will also be instrumental in determining how Regional Promotions are going to developed, authorized, and monitored.Once completed, the Sales and Marketing Calendar and Milestone Chart process will facilitate/coordinate different departments and accelerate HengAn to be a market driven company.Sales Promotion Book (Appendix )1.Promotion objectives and Goals推广目的与目标2.The Category and Product identification产品类别及定义3.Promotion package contents overview促销内容总览4.Sales Sheet产品销售宣传单张5.Promotion method and media促销方式与传播途径6.Promotion distribution channels促销发放渠道7.Market and Competitive environment市场及竞争环境8.Promotional materials促销材料9.Advertising plan 广告计划10.Promotion calendar 促销排期11.Product logistics产品物流 12.Promotion budget促销预算 11.Impact on product tree对现有产品线的影响12.Responsibilities of Distribution channels分销渠道应尽的义务13.Training培训14.Presentation scripts产品卖点文稿15.Frequently asked questions (FAQ)常见问题解答Core Compentency: Brand Development is based on Product Position as reflected in the New Products introduced to the market and the Advertising and Promotion activity used to support the Business. The key functions from the HengAn Business Model include:新产品上市日期 New Product Launch Date (R&D)产品知识中心 Product Knowledge Center (R&D)销售支持