商家快速消费品处排面陈列指导原则.pptx

1OBJECTIVE:目的：The implementation of the beverage dept should respect the direction given by SDD.饮料部门的排面陈列须遵守SDD的指导原则HOW?:方式？：-Apply to all your department the families sequences defined by SDD.适用于部门中SDD所定义的系列分类-Optimize your linear repartition to promote your sales&profits.优化排面，以推动销售量和利润 21.The configuration of the group family1.大分类的结构大分类的结构 customer flow 消费者流向family allocation 中分类分配average linear meter 平均地面线2.The configuration of the family2.中分类的结构中分类的结构customer flow 消费者流向subfamily allocation 小分类分配average linear meter 平均地面线3.Plan-o-gram of subfamily3.小分类的设计图小分类的设计图Seasonality of the subfamily 小分类的季节性 Min.&Max.linear requirement 最小和最大地面线要求Assets(name,type,qty)资产(名字，型号，数量)Plan-o-gram by element 货架平面图4.Display rules&Photo 4。陈列原则和照片。陈列原则和照片 Display rules 陈列原则 1st priority 2nd priority 3rd priority .The description of the implementation rules and remarks of the photos are correspondingly by color排面原则描述的颜色和照片注释的颜色是相对应的排面原则描述的颜色和照片注释的颜色是相对应的How to read the Book?怎样阅读本书怎样阅读本书第一优先第二优先第三优先310-BEVERAGE100-CARBONATED DRINK101-JUICE102-FUNCTIONAL DRINK103-TEA104-WATER105-BEER106-Wine107-AlcoholSOFT DRINKALCOHOL4100 Carbonated DrinkAverage Linear:8 elements-Mixed package drink accessible to customers,because it is the profitable category among carbonated drink.混合包装放在靠近人流处，因为在碳酸饮料中是属于能带来较高毛利的分类混合包装放在靠近人流处，因为在碳酸饮料中是属于能带来较高毛利的分类.Consumers FlowConsumers FlowOther flavor其他口味汽水其他口味汽水Lemon Drink柠檬汽水柠檬汽水1 elementCola可乐可乐 2 elements1 elementMixed package drink混合包装汽水混合包装汽水 1 elementOrange juice橙味汽水橙味汽水 3 elements5Plan-o-gram(Average 8 elements)The gondola can be 2.2 m high and 1.3 m wide6Carbonated is divided by flavors:Cola,Lemon,Orange&Others.碳酸水按口味分为碳酸水按口味分为:可乐可乐,柠檬汽水柠檬汽水,橙味橙味汽水其它口味汽水和混合包装汽水汽水其它口味汽水和混合包装汽水Display by Consumers Flow is:Mixed Package Drink,Other Flavor,Orange Drink,Cola,Lemon Drink.排列按顾客走向为：混合包装汽水排列按顾客走向为：混合包装汽水，其他口味汽水其他口味汽水,橙味汽水橙味汽水,可乐，可乐，柠檬汽水柠檬汽水 Implementation RulesReference PhotosOrange&other flavor橙味和其它口味汽水Mix搭扣装Mid Bottle中瓶Small Bottle小瓶Can听装Lemon柠檬汽水Cola可乐Big Bottle大瓶7101 JuiceAverage Linear:12 elements-Juice should be put in the positive face inside drink area,because it can bring huge turnover and contribute much more margin than carbonated drink.果汁应放在饮料区的正面，因为它在带来销量的同时比碳酸饮料带来更多毛利果汁应放在饮料区的正面，因为它在带来销量的同时比碳酸饮料带来更多毛利Consumers FlowConsumers FlowOrange Juice橙汁橙汁 Apple Juice苹果汁苹果汁 Other Juice其他果汁其他果汁 1 element3 elements3 elementsGrape Juice 葡萄汁葡萄汁 Mixed Juice Vegetable Juice Concetrated 混合果汁混合果汁 蔬菜果汁蔬菜果汁 浓缩果汁浓缩果汁Coconut&Almond Juice椰子汁和杏仁露椰子汁和杏仁露1 element3 elements1 element8Plan-o-gram(Average 12 elements)The gondola can be 2.2 m high and 1.3 m wide9 Display by flavor,such as orange,apple and other juice.按口味垂直排列按口味垂直排列,如橙味苹果味等果汁如橙味苹果味等果汁.Inside one flavor vertically displayed by 100%juice and 10%20%Juice,then by package,bottle&Box.同一口味同一口味,先按浓度先按浓度,再按包装再按包装(瓶或盒瓶或盒).Inside other juice,its divided by Green&Red.在其它在其它果汁中可分为绿色和红色果汁果汁中可分为绿色和红色果汁.Implementation RulesReference PhotosOrange Juice橙汁Apple Juice苹果汁100%Juice100%纯果汁10%20%Juice10%20%果汁饮品Other Juice其它果汁Green juice绿色果汁Red juice红色果汁10102 Functional DrinkAverage Linear:3 elements-Function drink is close to carbonated drink or juice.The category allocation is put in order as:Energy Drink，coffee.机能饮料和碳酸机能饮料和碳酸,果汁相近果汁相近.这个分类排布原则是：能量饮料，咖啡这个分类排布原则是：能量饮料，咖啡Consumer FlowConsumer Flow Energy Drink 能量饮料能量饮料 2.5 elements Coffee 咖啡咖啡0.5 element11Plan-o-gram(Average 3 elements)The gondola can be 2.2 m high and 1.3 m wide12 Display by function:Sport drink,Healthy drink,coffee.按功能垂直排列按功能垂直排列:运动饮料运动饮料,保健及功能性保健及功能性饮料饮料,咖啡咖啡。Display by brand,then by flavor.按品牌按品牌,再再按口味垂直陈列。按口味垂直陈列。From up to down is small packageto big package,and high price to low price.按包装由小按包装由小规格规格到大到大规格规格，价格由高价格由高单价单价至低至低单价单价，从上至下排列。，从上至下排列。Implementation RulesReference PhotosCoffee咖啡Health Drink健康型饮料Sports Drink运动型饮料Simple package单包装Compound package组合包装13103 Tea DrinkAverage Linear:9 elementsConsumers FlowConsumers Flow-Tea drink allocation is put in order as:Flower tea,Herbal Tea,Other tea,Oolong Tea，Black tea,Green tea,Milk tea,Imported tea.茶饮料排布原则是：花茶，凉茶，其他茶，茶饮料排布原则是：花茶，凉茶，其他茶，乌龙茶，乌龙茶，红红/绿茶，绿茶，奶茶，进口茶。奶茶，进口茶。Imported Tea进口茶进口茶 2 elementsGreen Tea 绿茶绿茶 1 element 0.5 elementMilk Tea奶茶奶茶 Black Tea 红茶红茶 2 elementsOolong Tea乌龙茶乌龙茶 Flower Tea花茶花茶 Herbal Tea凉茶凉茶 Other Tea 其他茶其他茶 1 element1 element1 element 0.5 element14Plan-o-gram(Average 9 elements)The gondola can be 2.2 m high and 1.3 m wide15 Tea is divided by 8 subfamily:Flower tea,Herbal tea,other tea,Oolong tea,black tea,Green tea,milk tea and imported tea.茶饮料分种八种：花茶，凉茶，其他茶，茶饮料分种八种：花茶，凉茶，其他茶，乌龙茶乌龙茶，红茶，绿茶，奶茶，进口茶。，红茶，绿茶，奶茶，进口茶。Black as well as green tea has to be separated by with or without sugar.在红茶和绿茶分类里在红茶和绿茶分类里,再按加糖和无糖分开再按加糖和无糖分开。Implementation RulesReference PhotosInside Black&Green tea,it separated by with sugar&without sugar.在红茶和绿茶分类里,再按加糖和无糖分开.With Sugar加糖Without Sugar无糖With Sugar加糖Without Sugar无糖Other其他口味Lemon柠檬Lemongreen柠檬绿茶Lemonblack柠檬红茶Milk&Herbal Tea奶茶/凉茶Flavored Tea加味茶Green Tea绿茶Black Tea红茶16104 WaterAverage Linear:7 elementsConsumers FlowConsumers Flow-Water category allocation is put in order as:Natural Water，Non-Natural Water，Imported Water水这个分类排布原则是：水这个分类排布原则是：天然水，非天然水天然水，非天然水，进口水，进口水。Imported Water进口水进口水 Non-Natural Water非天然水非天然水 Natural Water天然水天然水 3 elements1 element3 elements17Plan-o-gram(Average 8 elements)The gondola can be 2.2 m high and 1.3 m wide18Water is divided by pacakge:family pack and Normal bottle.水按包装将家庭装和普通瓶装分开陈列水按包装将家庭装和普通瓶装分开陈列.Inside the same package,its displayed by Mineral Water,Artificial Mineral Water,Distilled water,Purified Water and Others.在同一包装内再按矿泉水在同一包装内再按矿泉水,矿化水矿化水,蒸溜水蒸溜水,纯净水及其它水将排面垂直陈列纯净水及其它水将排面垂直陈列.From up to down is small to big bottle.从上到下按小瓶装到大瓶装陈列从上到下按小瓶装到大瓶装陈列.Implementation RulesReference PhotosSmall bottle小瓶装小瓶装Big bottle大瓶装大瓶装ArtificialMineral矿化水Distilled蒸硫水Purified纯净水Sparkling含汽泡水Mineral矿泉水Family Pack家庭桶装水Normalbottle普通水19105 BeerConsumers FlowConsumers Flow-Beer should be inside alcohol area.The category allocation is put in order as:Other Similar Drink,Beer in Can,Beer in Small Bottle,Beer in Big Bottle,Imported Beer啤酒应放在酒区中，此分类排列原则是：其它类似酒，罐装啤酒啤酒应放在酒区中，此分类排列原则是：其它类似酒，罐装啤酒,小瓶装啤酒小瓶装啤酒,大大瓶装啤酒瓶装啤酒,进口啤酒进口啤酒1 element5 elementsOther Similar DrinkLocal Beer1 elementImported BeerAverage Linear:7 elements20Plan-o-gramThe gondola can be 2.2 m high21 The family is divided by Category:Beer&Similar drink.按品种分成啤酒和按品种分成啤酒和类似酒精饮料类似酒精饮料.Inside beer,displayed by package:can,small bottle,big bottle.在啤酒中按包装陈列：罐装在啤酒中按包装陈列：罐装,小瓶装小瓶装,大瓶装大瓶装.Inside can or bottle,From Left to Right is unit pack to bundle pack.对于同一品种罐装或瓶装对于同一品种罐装或瓶装,按包装陈列按包装陈列,从左到右单罐瓶装到多罐瓶装从左到右单罐瓶装到多罐瓶装.Inside the same package,displayed by price range,from left to right is cheap to expensive.对于同样包装，按价格带陈列对于同样包装，按价格带陈列,从左到右从左到右为高价单价到低单价为高价单价到低单价.Implementation RulesReference PhotosCan罐装Small Bottle小瓶装Big Bottle大瓶装Follow the price range:Expensive to Cheap按价格原则,从左到右为高单价到低单价.Unit pack单罐装Bundle pack多罐装Similar drink类似酒精饮料Beer国产啤酒Import Beer进口啤酒221060/1061/1062/1068 Local Wine-The category allocation is put in order as:Local Red Wine,Local White Wine,Local Rose Wine,Local Sparkling and Other fruits Wine,Local Wine Gift Box.这个分类排布原则是：国产红葡萄酒，国产白葡萄酒，国产桃红葡萄酒，国产气这个分类排布原则是：国产红葡萄酒，国产白葡萄酒，国产桃红葡萄酒，国产气泡和其他果酒，国产葡萄酒礼盒泡和其他果酒，国产葡萄酒礼盒Average Linear:10 elementsConsumers FlowConsumers Flow5 elements3 elements1 element 1 elementLocal Red WineLocal White WineLocal Rose WineLocal Sparkling&Other Fruits Wine1 elementLocal Wine Gift Box231060/1061/1062/1068 Local Wine24Plan-o-gramThe gondola can be 2.2 m high25 Local wine separate 8segments(Dry red,Ordinary red,Dry White,Ordinary White,Dry Rose,Ordinary Rose,Sparkling,Other Fruit).国产葡萄酒分八部分国产葡萄酒分八部分(干红，普通红酒，干红，普通红酒，干白，普通白酒，干桃红，普通桃红，干白，普通白酒，干桃红，普通桃红，国产气泡，其他果酒国产气泡，其他果酒)。Displayed by original place.(4 main places are Shan Dong,He Bei,Dong Bei,Xin Jiang)按产地垂直排列按产地垂直排列(4个主要产地个主要产地:山东山东,河北河北,东北东北,新疆新疆。From up to down is expensive to cheap.从上到下按从上到下按高单价到低单价陈列高单价到低单价陈列。Implementation RulesReference PhotosCheap低单价低单价Expensive高单价高单价Cheap低单价低单价Expensive高单价高单价Displayed by original place纵向按产地陈列纵向按产地陈列Sparkling气泡酒气泡酒Rose wine干桃红干桃红Ordinary White普通白酒普通白酒White wine干白干白Ordinary wine普通红酒普通红酒Red wine干红干红261063/1064/1065/1066/1067 Imported WineElement Min.Number defined by Store level:271063/1064/1065/1066/1067 Imported WineConsumers FlowConsumers Flow-The category allocation is put in order as:Imported Red Wine,Imported WhiteWine,Imported Rose Wine,Imported Sparkling Wine这个分类排列原则是：进口干红，进口干白，这个分类排列原则是：进口干红，进口干白，进口桃红，进口香槟及气泡酒进口桃红，进口香槟及气泡酒Level 1 Store Linear:15 elements7 elements4 elements2 elements2 elementsImported Red WineImported White WineImported Rose WineImported Sparkling Wine28Plan-o-gramThe gondola can be 2.2 m1063/1064/1065/1066/1067 Imported Wine291063/1064/1065/1066/1067 Imported WineConsumers FlowConsumers Flow-The category allocation is put in order as:Imported Red Wine,Imported WhiteWine,Imported Rose Wine,Imported Sparkling Wine这个分类排列原则是：进口干红这个分类排列原则是：进口干红,进口干白进口干白,进口桃红进口香槟及气泡酒进口桃红进口香槟及气泡酒Level 2 Store Linear:10 elements5 elements3 elements1 element1 elementImported Red WineImported White WineImported Rose WineImported Sparkling Wine30Plan-o-gramThe gondola can be 2.2 m high or 1.4 m high1063/1064/1065/1066/1067 Imported Wine311063/1064/1065/1066/1067 Imported WineConsumers FlowConsumers Flow-The category allocation is put in order as:Imported Red Wine,Imported WhiteWine,Imported Rose Wine,Imported Sparkling Wine这个分类排列原则是：进口干红，进口干白，这个分类排列原则是：进口干红，进口干白，进口桃红，进口香槟及气泡酒进口桃红，进口香槟及气泡酒Level 3 Store Linear:6 elements3 elements2 elements1 elementImported Red WineImported White WineImported Rose&Sparkling32Plan-o-gramThe gondola can be 2.2 m high1063/1064/1065/1066/1067 Imported Wine33Implementation RulesReference PhotosFrance法国法国Others其它其它Span西班牙西班牙Italy意大利意大利American美国美国Cheap低单价低单价Expensive高单价高单价 Foreign wine is divided by 4 subfamily:Red wine,White wine,Rose wine and Sparkling wine.进口葡萄酒分进口葡萄酒分4种种:干红干红,干白，桃红，干白，桃红，气泡和香槟气泡和香槟.Displayed by original country:France,Spain,Italy,Chile,Argentina,USA,Australian,South Africa,Others.按原产地垂直排列：法国按原产地垂直排列：法国,西班牙西班牙,意大利意大利,智利智利,阿根廷阿根廷,美国美国,澳大利亚澳大利亚,南非南非,其它其它Inside French Wine displayed by original Place:Brodeaux,Burgundy,Rhone,VDP/VDT,Others.法国红酒再法国红酒再按原产地垂直排列：按原产地垂直排列：波尔多波尔多,勃艮第勃艮第,罗讷河谷罗讷河谷,法定产区餐酒，法定产区餐酒，其它地区其它地区.From up to down is expensive to cheap.从上到下按从上到下按高单价到低单价陈列高单价到低单价陈列.Red wine干红干红Rose wine干桃红干桃红White wine干白干白Sparkling气泡香槟气泡香槟Argentina阿根廷阿根廷Chile智利智利Brodeaux波尔多波尔多Burgundy勃艮第勃艮第Rhone罗纳河谷罗纳河谷VDP/VDT其他产区其他产区341070/1071/1078 Chinese AlcoholConsumers FlowConsumers FlowChinese Alcohol(Simple Wrap)Chinese Alcohol(Hard Wrap)-Chinese alcohol needs to be on the opposite face of the traffic.The category allocation is put in order as:Chinese alcohol(simple wrap),Chinese alcohol(hard wrap),Chinese Alcohol gift box.国产酒需放在人流经过的背方，排列原则是：国产白酒简装，国产白酒精装国产酒需放在人流经过的背方，排列原则是：国产白酒简装，国产白酒精装3 elements11 elementsAverage Linear:14 elements351070/1071/1078 Chinese Alcohol36Plan-o-gramThe gondola can be 2.2 m high37Implementation RulesReference PhotosLow degree低度低度(45度度)Chinese white alcohol is divided in 2 category:Chinese Alcohol Simple Wrap,Chinese Alcohol Hard Wrap,国产白酒酒分二类品种国产白酒酒分二类品种:简装白酒简装白酒,精装精装白酒白酒 Inside Chinese white alcohol(box)Displayed by original place(mainly 4 places:Sichuan,Guizhou,Hunan,Beijing,Others).国产白酒按原产地垂直排列国产白酒按原产地垂直排列(主要有四主要有四:四川四川,贵州贵州,湖南湖南,北京北京,其他其他).Chinese white alcohol(box)Up to down by degree(from up to down is high to low.More than 45 degree is High,no more than 45 degree is low).国产白酒按度数水平排列国产白酒按度数水平排列(度数由高至低，度数由高至低，即由上至下排列即由上至下排列,大于大于45度度 为高度白酒，为高度白酒，低于低于45度为低度白酒度为低度白酒).Chinese white alcohol(Hard wrap)精装白酒精装白酒HuNan湖南湖南SiChuan四川四川GuiZhou贵州贵州BeiJing北京北京Other其他其他Chinese white alcohol(bottle)简装白酒简装白酒381073/1079 Foreign Alcohol-Foreign alcohol faces to Chinese alcohol.The category allocation is put in order as:Brandy,Cognac,Whiskey,Vodaka,Gin,Tequilla,Rum,Liqueur,Apetizer,Others,Imported Asian.进口酒可放在国产酒的对面。分类排列原则为：白兰地进口酒可放在国产酒的对面。分类排列原则为：白兰地,干邑，威士忌，伏特加，干邑，威士忌，伏特加，杜松子酒，龙舌兰酒，朗姆，力矫，开胃酒，其他烈酒，亚洲进口酒杜松子酒，龙舌兰酒，朗姆，力矫，开胃酒，其他烈酒，亚洲进口酒Average Linear:5 elementsConsumers FlowConsumers FlowBrandy CognacWhiskeyVodaka Gin Tequilla1 element1 element1 element1 element1 elementRumLiqueurApetizerOthers&Imported Asian391073/1079 Foreign AlcoholSubfamily of Foreign Alcohol:40Plan-o-gramThe gondola can be 2.2 m high41Foreign alcohol is divided 10category:Brandy/Cognac,Whiskey,Vodaka,Gin,Tequilla,Rum,Liqueur,Apetizer,others and Imported Asian.进口酒可进口酒可主要主要分成分成 10 个品种个品种:白兰地白兰地,威士忌威士忌,伏特加伏特加,杜松子酒杜松子酒,龙舌兰酒龙舌兰酒,朗姆酒朗姆酒,力娇酒力娇酒,开胃酒开胃酒,其他进口烈酒其他进口烈酒,进口亚洲酒进口亚洲酒.Brandy is displayed by grade,from up to down is highest grade to lowest.白兰地按等级白兰地按等级,级别从高至低级别从高至低,由上至下由上至下排列排列.Whiskey is displayed by price.from up to down is expensive to cheap威士忌按价格垂直排列威士忌按价格垂直排列.Others,from up to down is expensive to cheap.其它进口烈酒其它进口烈酒,从上到下按从上到下按高单价到低单价陈列高单价到低单价陈列.Implementation RulesReference PhotosBrandy/Cognac白兰地白兰地Whiskey威士忌威士忌cheap低价低价Vodaka,Gin,Tequilla伏特加伏特加,杜松杜松子子,龙舌兰龙舌兰Expensive高价高价Rum,Liqueur,Apetizer朗姆酒朗姆酒,力矫力矫酒酒,开胃酒开胃酒Others and Imported asian其他和亚洲进其他和亚洲进口口Expensive高价高价cheap低价低价High Grade高级高级Low Grade低级低级