某跨国公司的专卖店店内营销模式 In-store Conmmunication Standard Work Flow

Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,*,In-Store Communication,By Jack,Xu,MSN B,Product POP,Cloth cabin,Display prop,In-store Communication,Brand,Update by campaign national,Product,Order by dealers seasonal,Technology,Update by half year,POP,Tech POP,Brand POP,Display Prop,Campaign,Order before campaign,Temple VM Order before campaign,Product,Order by dealers(Sports item),Sales kits,Campaign,Order before campaign,Illustration,Campaign,Distribute before campaign,Display table,Print material,Campaign,Distribute before campaign,Display table,Leaflet&Post,Counter,Display table,Model,Leaflet&Post,Product related depends on category.,Campaign related depends on theme.,Material Prepare,Illustration,Marketing,Sales/VM,Dealer,Store,Sign in,Confirm Shop List,4,VM Specialist,Set Up,1,Logistics,POP,Illustration,Implementation Report,Consolidated Report,2,Weeks,Dealers,Promotion Report,Campaign Theme,POP,Props,Kits,Leaflet,Produce,8,Creative/Key Image,5,Total 20 weeks,5 months,In-Store Communication Standard Work Flow,In-Store,Communication,Marketing,Communication,Product,Marketing,Initialize a consumer-facing,in-store communication system and standard work flow.,Easy work,The package of promotion gifts/items should be,big and well-marked,and it should work for VM application also.,Boast it!,Creative sales and VM prop,which can maximum the benefit comes from our product.,Emphasize,Promotion methods should,facing our target consumer,.(30-40),Accurate promotion,Experience prop,for our technology.,Emphasize tech,Campaign-special package,whatever display usage or sales.,Fresh feeling,Enhance details of our shop,.Its still not sports-looking yet.,Face-painting,Consumer description:30-40,Most married,70%male,30%women,for casual wear.,Branding base on sales,we should pay more attention to some province contribute mainly profit since province is some kind of niche market which is easy to manage.,Support sales,POP identify regulation,.Brand POP focus on competition and product POP focus on special product line.,Easy understand POP,Product line segmentation by store,is an emerged trend in this market.,Segmentation,We sell better in those malls with older consumer.,Such as,Tianjin,Hualian,.We rank No.1 in this mall.,Right position better sales,Introduce NPI(new product introduction)concept into our business.,Category leader should coordinate all the issues from the design to the AP and sales until the termination of the category to make sure this category is on the right way in our product map.Insights and implementation are the core of this concept.,One person responsible of one category,Advance the marketing plan,to insure we can work closely with product team.Different categories can be regarded as different brands.Marketing thinking should advance the product plan.,Time,Product package,perform well in sales.,Combo,In-store Communication Package,Big and well-marked!,In-Store,Communication,In-store Communication Creative sales and VM prop,Emphasis,In-Store,Communication,In-store Communication Details of our shop,Face painting,In-Store,Communication,