百事可乐销售代表入职培训资料whatwesell 1 revised 文档资料 课件

1、百事销售岗位培训,单元二,百事产品,1,SALES,Onboarding,May, 2004,SALES,Onboarding,单元,2,百事产品,i,碳酸饮料,百事销售岗位培训,单元二,百事产品,2,SALES,Onboarding,May, 2004,高质量的产品,Quality Product,诱人的包装,Attractive Packaging,合理的定价,Reasonable Pricing,产生冲动性消费,Create impulse consumption,世界一流的产品,超越消费者和客户的期望,world Class Products that Exceeds Consumer

2、 and Customer Expectations,我们产品的优秀质量,刺激了销售额的增长,The quality of our products helps to,drive our sales volume,百事销售岗位培训,单元二,百事产品,3,SALES,Onboarding,May, 2004,国际饮料市场,International Beverage Market,软饮料是最受顾客欢迎的饮料,98,的家庭购买软饮料,人均消费量最高,消费者的购买多是冲动型的,碳酸软饮料,CSD,37,包装饮用水,packaged water,19,直接饮用茶,ready-to-drink tea,

3、18,果汁,fruit juice,7,直接饮用咖啡,ready-to-drink coffee,3,其它蒸馏饮料,other still drink,2,能量,健康,等压饮料,energy/health/isotonics1,非果汁饮料,non juice drink,1,蔬菜汁,vegetable juice,1,产品类别界定产品所属的饮料类型,Category defines what type of,beverage the product is,软饮料是最大的产品类别,The largest category is soft drinks,产品类别,你最主要的职责就是销售我们的碳酸软

4、饮料,Your primary job is to sell our soft drinks,数据来源,中国软饮料协会,Data Source: China Soft Drink Industry Association,百事销售岗位培训,单元二,百事产品,4,SALES,Onboarding,May, 2004,1,国际碳酸饮料市场,170,亿标箱,2,International CSD industry-17B cases,3,百事国际,27,亿标箱,PCI,2.7B cases,占碳酸饮料市场的,18,4,传统口味的碳酸饮料远比减肥型的,受欢迎,regular CSDs are far

5、more,popular than diet,5,碳酸饮料市场的三大种类,可乐味,果味,柠檬,酸橙,Three biggest,segments of CSD industry -Cola, Orange,Lemon-lime,碳,酸,饮,料,碳酸饮料市场,International CSD Industry,可乐,regular colas,48,果味,regular orange,15,其他口味,21,other regular flavors,柠檬味,regular lemon-lime,11,健怡可乐,4,diet Cola,其他,无糖饮料,other diets,1,这就是我们致力于

6、百事,七喜,美年达的原因,This is why we focus on,Pepsi, 7 UP,and Mirinda brands,数据来源,中国软饮料协会,Data Source: China Soft Drink Industry Association,百事销售岗位培训,单元二,百事产品,5,SALES,Onboarding,May, 2004,1898,年,诞,生,于,美,国,北,卡,罗,来,那,州,至,今,已,有,100,多年,历,史,Pepsi began in the,summer of 1898 in New Bern, North Carolina, USA,今天,百事可

7、乐已遍布全世界,150,个国家,且名列美国食品行业之首,Today, Pepsi is,available in over 150 countries world wide and is the #1 food product in the USA,百事可乐的品牌定位,选择百事可乐使我能从生活中得到最多享受,因为他能满足我,对口味,的渴望,它是我独立自主,自我表现的体验,Brand positioning: Choosing Pepsi,Empowers me to get the most out of my life now by satisfying my craving for the

8、 unique Pepsi,taste hit and is a demonstration of my independence and self-expression,百事可乐的目标消费群,15-21,岁年轻人,target consumer: the younger aged 15- 21,百事可乐的品牌个性,有魅力的,好动的,社交的,积极的,brand personality: progressive,active, image-conscious and energetic,足球和音乐是百事的品牌基础,soccer and music is the brand foundation

9、of Pepsi,Pepsi Cola,百,事,可,乐,百事销售岗位培训,单元二,百事产品,6,SALES,Onboarding,May, 2004,七,喜,7 up,诞,生,于,1929,年,在,1986,年,百,事,国,际,收,购,七,喜,was launched in 1929,In late 1986, PCI secured the trademark,以,其,优,秀,的,品,质,清,新,的,形,象,被,喻,为,柠,檬,水,之,王,is reputed as the king of lemon lime for its high quality and bright clear im

10、age,品,牌,定,位,机智乐观，享受生活乐趣和对人生充满憧憬的青少年，选择七喜因,为感觉清新凉爽，让其思路更加清晰灵活，面对任何挑战都能从容应对,Positive teens to 7up because its refresh to feel, make you think smart,品,牌,个,性,随机应变，机智镇定，轻松中带有些许反叛,brand personality: clever with a sense, confident, quick witted and sharp,宣,传,口,号,一点就透,think clear,目,标,消,费,群,为,12 - 29,年,轻,人,t

11、arget consumer: 12-29 teens and young,adults,百事销售岗位培训,单元二,百事产品,7,SALES,Onboarding,May, 2004,美,年,达,Mirinda,1957,年开,始,生,产,first produced in 1957,可,提,供,超,过,17,种,口,味,的,饮,料,available in over 17 flavors,品,牌,定,位,出味出色,break through taste , break through fun,品,牌,个,性,积极，活跃，充满想象力的，干作敢为，打破常规,Teens with open ,po

12、sitive outlook towards life choose to enjoy Mirinda, because it will bring them not only the,superior taste but also the unexpected yet exciting experiences,目,标,消,费,群,梦想和渴望无限乐趣和超越现实体验的,12-19,岁的青少年，年轻活,跃富有朝气,12-19 teens who are active and energetic, dreams for fun and above reality,推,广,口,号,出味出色美,年,达,

13、Mirinda break through taste , break through fun,百事销售岗位培训,单元二,百事产品,8,SALES,Onboarding,May, 2004,包装,Packaging,成品,Cases of Product,罐,Cans,瓶,Bottles,600,毫升,600ml,1.25,升,1.25L,2,升,2L,355,毫升,355ml,包装随产品的大小、品牌及其容器的不同而变,Packaging varies according to size, brand and container,不可回收,non Returnable,可回收,RB,192,毫

14、升,192 ml,200,毫升,200ml,355,毫升,355ml,现调机,Fountain,糖浆桶,Tanks,糖浆袋,BIB,5,加仑,5 gallon,20,升,20L,桶,Tank,百事销售岗位培训,单元二,百事产品,9,SALES,Onboarding,May, 2004,每种包装都有其优点,Each package has unique benefits,可回收包装,RB,可循环包装,Recyclable package,经久耐用,Strong & Durable,价格低廉,实惠,Lower cost to,the consumer,一次性包装,non- RB,方便消费者买回家饮

15、用,Convenient,for consumers to take home,包装图案漂亮,有吸引力,Graphics on,the packages can be more attractive,高品质的形象,High quality image,通常可再封口,Often resealable (ie. PET,现调机包装,Fountain packaging,满足即时消费,Ready for,immediate consumption,理想的冷冻温度,Already cold,客户利,润较高,High margin,for,customer,节省店面位置,Less space,neede

16、d,对消费者,客户的好处,Consumer / Customer benefits,对公司的好处,Company benefits / attributes,可回收包装,RB,重复利用包装,利于降低成本,Lower cost of packaging because,of multiple usage of the package,一次性包装,non- RB,易于做产品生动化,Easier to merchandise,可满足消费者对不同容量和包装的需求,More flexibility to meet consumer needs,ie. Multi packs,包装成本较高,Higher

17、cost of packaging,现调机包装,Fountain packaging,运输成本低,Lower,transportation costs,for the company,设备成本高,High cost for,equipment,Tank,百事销售岗位培训,单元二,百事产品,10,SALES,Onboarding,May, 2004,1.2,5,L,P,E,T,4,3,3,5,5,m,l C,a,n,2,0,6,0,0,m,l P,E,T,1,3,R,B,1,0,糖,浆,桶,T,a,n,k,4,糖,浆,袋,B,IB,2,其,它,O,th,e,rs,2,2,L,P,E,T,6,中,

18、国,区,包,装,组,合,CBU Packaging Mixing,注,其它包括,水类产品,本地品牌的现调机,500,毫升,PET,和,1.5,升,PET,百事销售岗位培训,单元二,百事产品,11,SALES,Onboarding,May, 2004,1.25L PET,12,355ml Can,31,RB,24,Slice 9,0,600ml PET,10,糖浆桶,Tank 4,糖浆袋,BIB 2,其它,Others 2,2L PET,6,灌瓶厂包装组合,JV Packaging Mixing,百事销售岗位培训,单元二,百事产品,12,SALES,Onboarding,May, 2004,品牌

19、,包装,Packaging,回收包装,一次性包装,现调机,Returnable,Non Returnable,Fountain,200ml 250ml 355ml 600ml 1.25l 1.5l 2l 2.25l 2.5l,糖浆桶,糖浆袋,我们有哪些,SKU,百事销售岗位培训,单元二,百事产品,13,SALES,Onboarding,May, 2004,品牌,包装,Packaging,回收包装,一次性包装,现调机,Returnable,Non Returnable,Fountain,200ml 250ml,355ml 600ml 1.25l 1.5l 2l 2.25l,2.5l,糖浆桶,糖浆

20、袋,百事销售岗位培训,单元二,百事产品,14,SALES,Onboarding,May, 2004,1.25 / 1.5 / 2.0 / 2.25 / 2.5,升,适合家庭饮用,多人饮用,for family,consuming,价格实惠,lower price per ml,清洁卫生,clean,易于开启,盖上,easy to open and reseal,百事销售岗位培训,单元二,百事产品,15,SALES,Onboarding,May, 2004,355 ml,罐,清洁卫生,clean,适合个人饮用,for individual,适量,一次喝完,proper size for one-

21、off,drinking,百事销售岗位培训,单元二,百事产品,16,SALES,Onboarding,May, 2004,玻瓶产品,Returnable Bottle,200ml, 250 ml , 355ml,新鲜好味,fresh and good taste,鼓励尝试,encourage trial,瓶可回收,价格便宜,returnable, lower,price,份量适中,一次喝完,proper size for one-off drinking,到处可见,容易购买,available,everywhere,当场饮用,On Premise,百事销售岗位培训,单元二,百事产品,17,SA

22、LES,Onboarding,May, 2004,600 ml,瓶,不会破碎,unbreakable,清洁卫生,clean,容易开启,盖上,easy to open and reseal,容易手持,easy to hold,容易携带,easy to take,适合个人饮用,for individual consuming,适合边走边喝,On the GO,百事销售岗位培训,单元二,百事产品,18,SALES,Onboarding,May, 2004,百,事,系,列,产,品,规,格,表,Fact,Sheet,200,毫,升,玻,璃,瓶,1,箱,X 24,支,X200,毫,升,百,事,可,乐,美,

23、年,达,七,喜,250,毫,升,玻,璃,瓶,1,箱,X 24,支,X250,毫,升,百,事,可,乐,美,年,达,七,喜,355,毫,升,玻,璃,瓶,1,箱,X 24,支,X355,毫,升,百,事,可,乐,美,年,达,七,喜,355,毫,升,易,拉,罐,1,箱,X 24,罐,X355,毫,升,百,事,可,乐,美,年,达,七,喜,600,毫,升,新,旋,纹,胶,瓶,1,箱,X 24,支,X600,毫,升,百,事,可,乐,美,年,达,七,喜,1.25,升,大,胶,瓶,1,箱,X 12,支,X1.25,升,百,事,可,乐,美,年,达,七,喜,1.5,升,大,胶,瓶,1,箱,X 12,支,X1.5,升,

24、百,事,可,乐,美,年,达,七,喜,2,升,大,胶,瓶,1,箱,X 6,支,X 2,升,百,事,可,乐,美,年,达,七,喜,2.25,升,大,胶,瓶,1,箱,X 6,支,X1.25,升,百,事,可,乐,美,年,达,七,喜,2.5,升,大,胶,瓶,1,箱,X 6,支,X1.25,升,百,事,可,乐,美,年,达,七,喜,百事销售岗位培训,单元二,百事产品,19,SALES,Onboarding,May, 2004,百,事,系,列,产,品,规,格,表,Fact,Sheet,百事销售岗位培训,单元二,百事产品,20,SALES,Onboarding,May, 2004,百,事,产,品,价,格,表,Pr

25、ice Letter,深圳市零售客户,供,货,价,格,表,尊,敬,的,深,圳,区,客,户,感,谢,您,关,心,和,享,用,我,们,的,产,品,以,下,是,我,公,司,最,新,价,格,表,品,种,包,装,容,量,数量,价格,百事,清柠,罐装,355,毫升,24,支,42,元,箱,七喜,罐装,355,毫升,24,支,42,元,箱,美年达（橙味青苹葡萄,罐装,355,毫升,24,支,42,元,箱,品,种,包,装,容,量,数量,价格,百事,清柠,胶瓶装,1,25,升,12,支,48,元,箱,七喜,胶瓶装,1,25,升,12,支,48,元,箱,美年达（橙味青苹葡萄,胶瓶装,1,25,升,12,支,48,

26、元,箱,品,种,包,装,容,量,数量,价格,百事,清柠,胶瓶装,600,毫,升,24,支,53,元,箱,七喜,胶瓶装,600,毫,升,24,支,53,元,箱,美年达（橙味青苹葡萄,胶瓶装,600,毫,升,24,支,53,元,箱,品,种,包,装,容,量,数量,价格,百事,清柠,胶瓶装,2,升,8,支,42,元,箱,七喜,胶瓶装,2,升,8,支,42,元,箱,美年达,胶瓶装,2,升,8,支,42,元,箱,品,种,包,装,容,量,数量,价格,百事,玻璃瓶,355,毫,升,24,支,25,元,箱,七喜,玻璃瓶,355,毫,升,24,支,25,元,箱,美年达,玻璃瓶,355,毫,升,24,支,25,元,

27、箱,品,种,包,装,容,量,数量,价格,百事,玻璃瓶,200,毫,升,24,支,14,5,元,箱,七喜,玻璃瓶,200,毫,升,24,支,14,5,元,箱,美年达,玻璃瓶,200,毫,升,24,支,14,5,元,箱,深圳百事可乐饮料有限公司,2004,4,15,百事销售岗位培训,单元二,百事产品,21,SALES,Onboarding,May, 2004,百事产品价格结构表,深,圳,销,售,区,域,批,发,渠,道,价,格,结,构,表,单,位,原,箱,包,装,D,C,开,单,价,二,手,批,发,商,进,货,价,零,售,店,进,货,价,C,A,N,4,1,3,4,1,3,4,2,3,P,E,T,1

28、,2,5,L,4,7,4,7,4,8,P,E,T,6,0,0,m,l,5,2,5,2,5,3,P,E,T,2,L,4,0,4,0,4,1,2,4,到,岸,价,R,B,3,5,5,m,l,2,3,5,自,提,价,2,4,2,5,1,3,5,到,岸,价,R,B,2,0,0,m,l,1,3,自,提,价,1,3,5,1,4,5,P,E,T,5,0,0,m,l,L,i,p,t,o,n,4,8,4,8,5,0,1,此,表,从,2,0,0,4,年,5,月,1,0,日,起,在,深,圳,销,售,区,域,销,售,范,围,内,生,效,未,统,一,更,改,前,各,销,售,环,节,价,格,均,照,此,表,执,行,2,附

29、,件,调,整,了,P,E,T,6,0,0,M,L,的,价,格,请,遵,照,执,行,百事销售岗位培训,单元二,百事产品,22,SALES,Onboarding,May, 2004,消费者,Consumers,客户,Customers,竞争对手,Competitors,公司,Company,消费者会购买他们认为物有所值的产品,Will purchase our products when they believe they are receiving a value versus,other products that they could purchase,客户会因为我们的产品定价合理,受消费者欢迎,并能,帮助他们赚取合理的利润,而经营我们的产品,Purchase our products when they are fairly priced, there is consumer demand,and they can make a reasonable profit when they sell our products,我们必须在价格