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CONSUMER INDUSTRY
( TOTAL CHANNEL APPROACH )
NUMERIC IN-STOCK
RATIO OR MEASUREMENT OF OUTLETS WITH AVAILABLE STOCKS DURING THE TIME
OF VISIT/SERVICING vs. TOTAL CENSUS OR ROUTE LISTED ACCOUNTS.
REACH
MEASURES OR RATIO OF OUTLETS COVERED vs. TOTAL OUTLETS IN UNIVERSE.
COVERAGE
MEASURES OR RATIO OF OUTLETS COVERED/SERVICED PENETRATED vs. TOTAL CENSUS.
BRAND PENETRATION
MEASURES OR RATIO OF OUTLETS PLACED WITH BRAND(S) vs. TOTAL ROUTE CENSUS.
CALL FREQUENCY
SERVICE RATIO OF SALES MEASURE IN TERMS OF NUMBER OF VISIT OR CALLS MADE W/IN THE CYCLE.
CALL RATE
MEASURES THE LEVEL OF DISCIPLINE & EFFICIENCY IN CONDUCTING THE SALES ROUTE IN
ACCORDANCE WITH ROUTE PLAN SCHEDULE.
ie. # of Sked Calls actually made in accordance w/ the Route during the period (cycle) versus No. of Sked Calls
in the Route for the Period ( Cycle ).
HIT RATE
MEASURES THE RATIO OF SUCCESSFUL SALES CALLS VERSUS ALL THE CALLS MADE.
ie No. of successful Sales Call during the Period ( Cycle ) versus No. of Sales Calls actually made for the Period.
Definition of Common (FMCG) Industry Terminologies
STOCK COVER
QUANTITY OR LEVEL OF STOCKS IN TERMS OF WEEKS OR MONTHS VIS-A VIS OFF TAKE
AND INVENTORY LEVEL
STOCK WEIGHT
QUANTITY IN ABSOLUTE VALUE , SIMILAR OR RELATIVE TO OFF TAKE.
ON - SHELF DISPLAY
BRAND(S) OR PRODUCTS ON FREE ENTREPRISE DISPLAYED ON REGULAR SHELF IN THE POINT OF
OF PURCHASE DISPLAY PROFITABILITY MERCHANDISING DICTATES THE SPACE, SIZE , FACINGS,
SHARE OF SHELF, POS - POINT OF SALES ( CHANNELS OR STORES ), POP-POINT OF PURCHASE
(SELLING AREA)
CROSS MERCHANDISING
POSITIONING STRATEGY IN DISPLAYING ANY BRANDS OR PRODUCTS OUTSIDE OF
REGULAR SHELF-AREA AS A NICHE OUT OF CATEGORY MANAGEMENT
WHERE BRANDS CAN BE POSITIONED TO MATCH OTHER CATEGORY
FORWARD STOCKS
LEVEL OF DISPLAYS IN THE SELLING AREA(S) PLUS VOLUME DISPLAYED IN OTHER MODE OR AREAS.
IN THE STORE LEVEL AS IN CATMAN- FORWARD STOCKS SHALL BE EQUAL TO % SHARE IN MARKET.
CUT-CASE DISPLAYS
DISPLAYS USUALLY NOT IN THE REGULAR SHELVES AND CONSIDERED AS OFF AND ON HARD FILE
IN CASES AIM TO CALL TO ACTION VISIBILITY CAMPAIGN, CREATE IMPULSIVE & MASSIVE APPEARANCE.
TEMPORARY BASIS
CATEGORY MANAGEMENT
A MERCHANDISING CAMPAIGN BASED ON ; PRODUCT/BRAND CATEGORY, BRANDING, MARKET SHARE,
OFF-TAKE LOCAL OR IMPORTED OR QUALITY, USAGE, PACKAGING, (DPM) DISPLAY PROFITABILITY MERCH.
AND OTHERS
SPACE MANAGEMENT
STRATEGY TO MEET CONSUMER DEMAND FOR PRODUCTS BY HAVING THE RIGHT RANGE AND
STOCKS AVAILABLE FOR PURCHASE. FITTING THE RIGHT RANGE OF PRODUCTS INTO FIXED SPACE-
THE STORE, THE CATEGORY.
NESTL WATERS PHILIPPINES, INC.
BACK TO BASICS
Chapter 1: Definition of Selling
Pro-Active Planning
Call Performance
Sales Performance
Sales Order Key
Reports
Account Offtake
Distribution Focus Reporting
(Management By Exception)
PREPARATION
TRADE COVERAGE
CLOSING OF THE DAY
** CYCLE PLANNING
** QUARTERLY PLANNING
TRADE COVERAGE
CYCLE PLANNING First Call Coverage
QUARTERLY PLAN Sales Call Management
Store Check
PREPARATION
Conduct Competitive Act
Review Work Plans / Load for
END OF THE DAY
the Day
Check Vehicle
START OF THE DAY
Check Sales Tools
Submit /Receive Call Cards
Invoice / Collections
SALES CALL PROCEDURE
1. PRE-CALL PLANNING
It is a MUST that Call Cards should be used at all times so you can check the ff: data
P Products you sold during your last call
(Invoices, Orders, Delivery)
R Recall what transpired during your last
conversation and/or transaction
O Opportunities to convince the customer to
carry additional products
B Best time to call the particular customer /
outlet so your call will not be wasted
I Initiate in making a sales plan to make
your presentation more organized
N New ideas should be explored to get the
customers interest and increase business
G Gather all selling, merchandising,
equipment, resale materials needed for the call
SALES CALL PROCEDURE
2. GREET CUSTOMER
Consider the following guidelines for this step :
G GREET customers warmly and with a
A firm handshake indicates your
enthusiasm.
U ULTIMATE motive is to get their attention
and interest on what youre about to give
them. Note, dont over-react. It should fit your
personality.
E ELIMINATE negative comments or
questions like Hows Business?; create a
positive atmosphere thats appealing to
them.
S STATE your name, the co., and the products if
youre new. If youre familiar already give them
the Respect they deserved.
T TELL customer with enthusiasm that you are bringing a
very profitable business and great news to them.
SALES CALL PROCEDURE
3. STORE CHECK
The Store Check is essentially linked to inventory count/check. There will always
be opportunities to move products to the display area.
S SIZE & SKUs of products carried.
Distribution of brands and size must align
with the PLAN-O-GRAM
P PRICING Structure. Always check if your
products are properly priced. SRO must be
followed at all times. Also, check if your price
is competitive against leading brand.
STOCK MOVEMENT
SPECIAL PROMOTIONAL EVENT
STOCKS-ON-HAND
STOCK EXPIRY DATES / F I F O
Your responsibilities vis--vis the importance of this step.
Step 5. Close. Make the outlet easy to agree with your plan.
6.1. PERSUASIVE SELLING
PRESENTATION
What you need for an effective Presentation
UNDERSTANDING - the outlets & cos situation & make them understand your
suggestion
PLANNED ORDER- make the dealer realize the benefits using a home
made / company supplied organizer
KNOWLEDGE- of the customers needs. Should have a S.M.A.R.T.
(Specific, Measurable Attainable, Realistic, Time-
bounded) suggestions
ANSWER- to possible questions for more information & to clarify issues
for better understanding & approval.
ABILITY TO:
A- Arouse their attention
I- Get their INTEREST
D- Stimulate DESIRE to buy and sell our products
A- make them ACT positively on your planned order
PERSISTENCY- the more persuasive you are, the more sales and
distribution you will make
ALTERNATIVE CLOSE- gives the buyer a choice of 2 positive situation, either one
should give you the order ex. Lets book 20 cases or better 30
cases so you dont ran out-of-stocks.
SIMILAR SITUATION CLOSE- refers to previous purchases made by the
customer on a particular product or situation ex. Just like last
wk. You ordered 20 cases, this time lets increase it to 30 cases to
avoid OOS.
THIRD PARTY REFERENCE- refers to the other customers orders ex. All the
stores in this area have made an advance booking. Lets place one now.
DROP DEAD CLOSE- bluff them that you placed their orders already and to be
shipped on a particular date ex. I took the liberty of placing your
order due to urgency of the situation.
6.3. PERSUASIVE SELLING
PRESENTATION
What you need for an effective Presentation
WHEN TO CLOSE:
CLOSE AS OFTEN AS POSSIBLE
WHENEVER YOU THINK THEY ARE READY TO BUY
AFTER STRONG POINTS IN YOUR PRESENTATION
AT THE END OF YOUR PRESENTATION
HANDLING OBJECTIONS:
SALES OBJECTIONS - these are not necessarily stumbling blocks but are signs
of interest. The key to handling objections successfully is,
OTHERS AS NEEDED
When you summarize your sales transactions, make sure that the leader
understands RFMs terms and let the dealer sign the sales oder / issue a PO
to confirm their order.
SALES CALL PROCEDURE
8. MERCHANDISING ACTIVITY
What is Merchandising?
It is the art of presenting RFM Branded Foods products in a
creative & innovative way to:
> Persuade the Outlets to purchase
> Attract the consumers to buy
PRIORITIES IN MERCHANDISING
RANGE - R
SPACE - S
VISIBILITY - V
PROMOTION - P
SALES CALL PROCEDURE
8.1. MERCHANDISING ACTIVITY
ACTIVITIES IN MERCHANDISING
DISPLAY - Characteristics of a good display
- it is in prominent or high traffic location
- it is attractive enough to command attention
- it includes a price & a reason to buy
SHELF SPACE & POSITION
- ensure that each of our brands, varieties & sizes carried by the outlet
has a reserved space on the shelf in a position where it is visible to consumer,
customer and helpers alike.
USE OF DISPLAY MATERIALS - 3 TYPES
- Promotional Materials
- Brand Materials
- Standard Materials
IMMEDIATE DISPLAY & RESALE WORK ON PROMOTED PACKS
- ensure that the price of the product displayed is clearly conveyed to the
consumer and the trade
SALES CALL PROCEDURE
8.2. MERCHANDISING ACTIVITY
GUIDES TO EFFICIENT MERCHANDISING
At every visit, check the shelf displays.
Always try to sell extra facing / additional SKU
Plan merchandising displays carefully
Remember the merchandising V I S A
V - Visibility
I - Impact
S - Stability
A - Appeal
Eye level is BUY Level
Make waiting time productive - MERCHANDISE
Act as merchandising consultants to our customers
Check stock positions so you can plan properly according to stock depth of your
display as well as warehouse / stock room buffer stocking.
SALES CALL PROCEDURE
9. DELIVERY & PAYMENT
It is of utmost importance that you always get the payments
before leaving the call. As much as possible, do not accept
personal checks unless you are allowed to extend term
payments and knew the customer for a long time.
REMEMBER!
Be HONEST, not just dealing with the money & goods but also in statements
and claims.
Show genuine concern for the outlets business by regular coverage, responsible
advice on pricing, proper handling of stocks and merchandising support in
proportion to his volume potential and by not overloading nor underselling.
In this step, tell customer your next coverage before you leave the
call. This will enable the dealer to prepare a budget for purchasing of
stocks on your next call according to product turn-over.
SALES CALL PROCEDURE
11. POST-CALL ANALYSIS
As you move on the next call, analyze the outcome of the recently concluded call.
Ask yourself the following questions:
HOW AM I DOING?
WHY?
Take time to determine how best you can overcome your weakness and improve
your strong points; apply the lesson learned from each call to succeeding calls.
The selling cycle now begins again. Repeat the Sales Call Procedure for
your next call.
POST-CALL GREET
ANALYSIS PRE-CALL CUSTOMER
PLANNING
STORE CHECK
DELIVERY &
PAYMENT
INVENTORY COUNT/CHECK
TRADE RELATIONS
MERCHANDISING
ACTIVITY
PERSUASIVE SELLING
PRESENTATION PLAN ORDER
RECORDS &
REPORTS
SALES CALL PROCEDURE
These steps must be followed in logical and progressive sequence :
1. PRE-CALL PLANNING
2. GREET CUSTOMER
3. STORE CHECK
4. INVENTORY COUNT / CHECK
5. PLAN ORDER
6. PERSUASIVE SELLING PRESENTATION
7. RECORDS & REPORTS
8. MERCHANDISING ACTIVITY
THE END
Target Segment: Channel Home Care Confectionery Alcoholic Beverages Snack Choco Milk
Type H&B Beverages NAB Foods Drinks IFFO
High End S/Market Push & Pull Push & Pull Cross merchCross Merch
ABC-LowerC Class A Full Range Full Range Full Range Full Range Full Range Full Range Full Range
S/mkets Class B Full Range Full Range Full Range Full Range Full Range Full Range Full Range
AB-Upper C HB/PC Full Range Optional Optional Product Fit Product Fit Optional
Captive Market HB/PC/DS DS/Dept Str Full Range Optional OSPS Optional Optional Optional
Grocery Selective/FM Full Range Selective/FM Full Range Full Range Full Range Full Range
Low End CDE Mini Mart Selective/FM Full Range Selective/FM Sales Mix- Full Range Product Fit Full Range
Grocery Product Fit
CDE Conv'nce Str Selective/FM Full Range Full Range Sales Mix- Full Range Full Range Full Range
Mixed/Dev'tal CVS/PM Public Mkts Selective/FM Full Range-Sel. FM Size/Packs Popular Size Full Range Product Fit Full Range
WS/Inst'l Wsaler Selective/FM Selective/FM FM Size/Packs Full Range FM Size/Packs
Product Fit Product Fit
On Premise HORECA Optional FM Size/Packs Full Range Product Fit FM Size/Packs
Product Fit Product Fit
Hierarchy of Importance
PROMOTION STRATEGY
Strategy Concept:
Aim to drive Brand Equity Building-Create Brand Awareness,
top of mind consistent to selling activities & programs.
Develop brand switching.
Target Segment: Channel Home Care Confectionery Alcoholic Beverages Snack Choco Milk
Type H&B Beverages NAB Foods Drinks IFFO
High End S/Market Tactical Sell-In to Sell-Out Tactical Tactical Tactical Tactical Tactical
ABC-LowerC Class A Promo Girls Price Off Price Off Display Contest Price off Sell-In to Sell-Out Merch Contest
S/mkets Class B Promo Girls Bundling Promo Contest Lote Packing Bundling Bundling
AB-Upper C HB/PC Pack Banding Bundling Tactical Tactical Tactical Tactical
Captive Market HB/PC/DS DS/Dept Str Promo Contest Trade Disct Trade Disct
Grocery Lote Packing Sell-In to Sell-Out Sell-In to Sell-Out Sell-In to Sell-Out Lote Packing Price Off Price Off
Low End CDE Mini Mart Lote Packing Sell-In to Sell-Out Price Off Price Off In-Pack Band Bundling Bundling
Grocery Price Off Volume Incentive Promo Contest Bundling
CDE Conv'nce Str Bundling Bundling Bundling Lote Packing Bundling Bundling Bundling
Mixed/Dev'tal CVS/PM Public Mkts Lote Packing Volume Incentive Bundling Lote Packing Price Off Bundling Price Off
WS/Inst'l Wsaler Vol Incentive Volume Incentive Bundling Volume Incentive Lote Packing Bundling Volume Incentive
On Premise Horeca Price Off Price Off Price Off Price Off Price off Price Off Price Off
Hierarchy of Importance
BEST FIT PROGRAMS
Channel Targeted Scope Durn. Objectives Best Fit Program Key Performance Index
Type Segments Expected Results
A. Suprmrkets Create Mass Appeal Price -Off
Upper Trade ABC Top Accts USL Increase off-take. Sell-out > bundling Sales Volume before vs post prog
1-mo Move out Inventory In-Case/Pack banding % Growth vs prior period.
Top Accts Incease stock depth/weight Volume discount Stock cover is 2X call freq.
Trade Dealer Incentive Shelf space inc by 20%.
Product Positioning- Tactical - Programs % Brand Penetration.
New & Existing Brands -Sampling, Push Girls Brand availability
1-Cyc Complete & Full Range Trade Dealer Incentive Sku listing indeces.
to Placement Trade Discount Ratio of total sku vs sku listed.
1QTR Special Credit Term
Salesforce Incentive
Brand Equity Bldg / Brand Image Merchandising Contest Massive on-shelf displays.
Develop top of mind awareness Disers Incentives Creation of additonal displays
Brand Pull Consumer Rebates Cross Merchandising.
Brand Switching Banding/Price Off/Rebates Off Take increase
Create Mass Appeal Sampling &Push Girls
Induce trials Promo Contest-Raffle
Lower Trade CDE Selective Long Outlet's Development-Support Wholesale Program Increase in wholesale volume
Durn in Wholesale. Peddlers Incentive sales by 50%
Bridging the Gaps-Dist'n & Pene Lote Packing Wider reach & penetration
Selective Increase off-take. Sell-out > bundling Sales Volume before vs post
Move out Inventory In-Case/Pack banding program % Growth vs prior pd.
Create Mass Appeal/TMAware Price -Off/consumer rebate Sales Volume before vs post
Move-out of Inventory Sell-out > bundling program % Growth vs prior pd.
Brand Equity Bldg / Brand Image Merchandising Contest Massive on-shelf displays.
Develop top of mind awareness Disers Incentives Creation of additonal displays
Brand Pull Consumer Rebates Cross Merchandising.
Cross Merchandising.
BEST FIT PROGRAMS
Channel Targeted Scope Durn. Objectives Best Fit Program Key Performance Index
Type Segments Expected Results
B. Specialty Stores ABCDE All 1-QTR Brand Penetration Tactical Display Rental % Brand Penetration vs prior pd.
Health & Beauty Teens/ Brand Positioning Modular Display Forward Stock higher than % MS.
Personal Care Yuppies Outlet's Push Drive TDI or Discount Volume Growth
All SKU Listing for New Categories Intro Discount Listed Brand/categories/sku's
Captive Market SKU Listing for Existing Sampling /In-store
Create Traffic-Awareness Tactical Programs
Salesforce Incentive
All Short Brand Equity Bldg Store's Staff Support Top of awareness
Term Brand Pull Consumer Rebates Consumers' Response/Fdbcks
All 1-Mo Brand Switching Banding/Price Off/Rebates Off Take increase
Sampling &Push Girls Sales Improvement by __%
Flyers Prog/ POSM's
Induce trials Promo Contest-Raffle
BEST FIT PROGRAMS
Channel Targeted Scope Durn. Objectives Best Fit Program Key Performance Index
Type Segments Expected Results
C.PopuLar Channel Selective 1-QTR Brand Penetration Salesforce Incentive % Variance in Brand pene vs prior
Grocery Type CDE Right SKU to Right Outlets Value for Money period.
Low-End Segment Curious
Popular Channel Buyers Increase Stock depth Volume Incentive 80:20 ratio for Fast to slow moving
Trials Lote Packing
D. Developmental Transient Increase Distribution Depth / Trade Dealer Incentive % Variance in selling outlets vs.
Trade Channel Yuppies Reach Alternative Dist'n Mode non-selling vs prior period.
Convenience Stores Switchers Selective Long Influence outlet's to push Wholesale/Peddlers Inctive % Growth in sales vs prior period.
Public Market Stalls Durn Lote Packing
Wholesalers Massive Display/Impulsive Tactical disers deployment Display-Power Block
appearance.
On Premise Accts :
High End Tourists All to Cyc Create Demand Price Off % Improvement vs SKU placement
AB Selective Brand Switching Promo Contest % Off Take Improvement
upper C Top Mind Awareness Special Events Support % Sales Growth
Off Take incentive Programs
Low End 80-20 15 dys Create Demand Promo Contest % Improvement vs SKU placement
CD Pareto 30 dys Brand Switching Dealer Aid % Off Take Improvement
Top Mind Awareness Incentive Scheme % Sales Growth
Motorists Off Take Price Off
Call To Action Visibility Campaign
CUSTOMER CONTRIBUTION
STATEMENT
SAMPLE FORMAT
CUSTOMER / CHANNEL / SALES AREA CONTRIBUTION STATEMENT
CUSTOMER: MAGIC
STORES
CATEGORY: BEVERAGES
GENERAL TRADE
MOHICAN
RFM BRANDED FOOD
GROUP
CUSTOMER FOCUS
MODULE
VIC RAMIL H. RAMIL
Adapting Customer Focus
Objectives:
Keeping Understanding
Check for Satisfaction Listen
Thank
Ask
Bridge Restate
Follow up
Helping
Offer information and Options
Set expectations
Set Agreement VIC RAMIL H. RAMIL
CUSTOMER FOCUS FOR CUSTOMER
SATISFACTION
BUSINESS
BUILDING
BUILDING
COST EFFECTIVE
BUSINESS
PROGRAM
ALLIANCE
TAILOR-FIT
ACTIVITIES-PRACTICES
CUSTOMIZED
VIC RAMIL H. RAMIL
KEY ELEMENTS
Business Building
Synergy of Activities
Adapt Best Practices
Support & Reinforce Plans / Programs,
Introduce New Ideas, Ways & Means.
Develop & Manage New Ways
Develop Competitiveness
Accounts, Outlets, Channel Specific.
PROJECTED GROW TH
#DIV/0!
EXPENSES-YR 2005
TRADE PROMO ACTIVITIES
DISCOUNT ( LESS 10,LESS 5 ) 0
DEALS
FREE GOODS
TOTAL TRADE SPENDING
DISPLAY RENTAL-SPACE
MASS DISPLAY
SHELF RENTAL
ADDITIONAL DISPLAY
EXPENSES-YR 2003
TRADE PROM O ACTIV ITIES
DISCOUNT
DEA LS
FREE GOODS
TOTAL TRADE SPENDING
ACCOUNTS / OUTLINES OF
TRADE NAME NEGOTIATION KEY POINTS / HIGHLIGHTS
RANGE
PRICE POINT
PROMOTIONS
SHOE MART SELL-IN
SELL-OUT
IN-STORE SUPPORT
FACING / SPACE
MERCHANDISING
DISPLAY AREAS
COMMENTS :
ACCOUNTS / OUTLINES OF
TRADE NAME NEGOTIATION KEY POINTS / HIGHLIGHTS
RANGE
PRICE POINT
PROMOTIONS
MAKRO SELL-IN
SELL-OUT
IN-STORE SUPPORT
FACING / SPACE
MERCHANDISING
DISPLAY AREAS
COMMENTS :
VIC H. RAMIL
Nestl Waters Philippines, Inc.
TRAINING OBJECTIVES :
Display Types:
AVAILABILITY
ACCESSIBILITY
VISIBILITY
FRESHNESS
Merchandising Objectives
AVAILABILITY
Achieve multiple distribution points in each
outlet
Merchandising Objectives
ACCESSIBILITY
Enable consumers to see, reach, and touch our
products at the point of sale.
Merchandising Objectives
VISIBILITY
Make our product look dominant in each category.
Achieve display dominance and / or fair share of
space.
Merchandising Objectives
VISIBILITY
Multiface topsellers whenever possible
Group products together whenever possible.
Merchandising Objectives
VISIBILITY
Use shelf talkers / signs whenever possible
Arrange products so that our brand name / logo face
consumers.
Merchandising Objectives
FRESHNESS
+ 40%
-48%
-58%
What is DISPLAYING?
Sight - 85%
Hearing - 5%
MERCHANDISING CALL PROCEDURE
Why do we Merchandise?
1. PRE-CALL /
POST CALL
ANALSIS 2. GREET
7. TRADE RELATIONS CUSTOMER
5. PLAN 4. RECORDS
ACTIVITIES & REPORTS
MERCHANDISING CALL PROCEDURE
1. PRE-CALL ANALYSIS
Review Master Call Plan / Call Card
No. of outlets to be visited for the day.
Route Plan / schedule
Call Card (distribution; OOS, facings,
promotions, competitive activities, others)
Check the Merchandiser Kit
Price labelers; label tapes
Cutter / cutter blades
Marking Pens; POSMs; POPs; scotch tapes, rugs
MERCHANDISING CALL PROCEDURE
1. PRE-CALL ANALYSIS
2. GREET CUSTOMER
8. POST-CALL ANALYSIS
THE END
SUPERMARKETS
R-S-V-P + P ( HORIZONTAL VERTICAL )
GROCERY TYPE
R-S-V + P ( HORIZONTAL VERTICAL )
HORECA
TACTICAL SATURATION DRIVE
TRADE MARGIN/REVENUE AS SELLING POINT
HIGH TRAFFIC AREAS
COMMANDO-TACTICAL : VISIBILITY & PRICING
DOWNLINE CHANNELS:
PENETRATION DRIVE : BREAK CASE SELLING
ALTERNATIVE DISTN MODE : SUB-D, JOBBING.
PROFITABILITY APPROACH :
APPLY LITER SELLING
OPPORTUNITY SELLING K-I-L-L
FILIPINAS WATER BOTTLING CO.,INC.
Objectives
* PLACEMENT
* AVAILABILITY
* VISIBILITY
Key Strategies
Aggressive pipelining
Competitive Trade deals : 5
+ 1 DEAL
LISTING FEE / or INTRO DISCOUNT
Supermarkets / Big Grocery/ Drug Store Chain
FILIPINAS WATER BOTTLING CO.,INC.
Objectives
* PLACEMENT
* AVAILABILITY
* VISIBILITY
Key Strategies
Aggressive pipelining - Channel Focus :
Supermarkets
Grocery Types / Wholesalers
Convenience Stores
Drug Stores
Other Downline Channels- Bakery, SSS,PMS,Canteen
Objectives
* PLACEMENT
* AVAILABILITY
330 ml
* VISIBILITY
600 ml 1.0 Gal
Key Strategies 1.5 Lit 1.5 Gal
Full RANGE Placement: ( Vertical Distribution )
Right SKU to the Right Outlet ( Product Fit Approach)
DEPTH Driven Sell In :
Stock Weight & Cover ( Stock Pressuring )
SPACE for Impulsive Display:
In-Store Presence, Merchandising & POPs/POSMs.
FULL RANGE & SKUS :
330 ml
1.0 Liter 1.5 Gallons
600 ml 1 Gallon
OUR FULL PRODUCT RANGE :
5 GALLONS
Objectives
* PLACEMENT
* AVAILABILITY
* VISIBILITY
Key Strategies
VISIBILITY(AGGRESSIVE BTL ACTIVITIES)
STREET SELLING High Traffic
POPS & POSMS Call To Action
SPECIAL EVENT PARTICIPATION Interfacing w/ BFG
RESORT PROGRAM Key Areas
PRICE POSITIONING 330 ML
120
116
100 110 105 103 109
100
80 94
84
9.00
60 8.50 7.75
6.50
7.25 8.45
8.15
40 8.00
20
0
Wilkins Absolute Nature Spring Summit
Hidden Spring Viva NPL AQUA BLUE
PRICE POSITIONING ( 600 ML)
160 500 ML
120
121 116 113 119
100
97 102 100
80
60
40
20
0
Wilkins Absolute Nature Spring Summit
Hidden Spring Viva NPL AQUA BLUE
PRICE POSITIONING ( 1.5 lit )
140 1.0 LIT
136
120
116 113 116
100
97 103 100
80
60 74
40
20
0
Wilkins Absolute Nature Spring Summit
Hidden Spring Viva NPL AQUA BLUE
RETAIL PERFORMANCE STANDARD :
Channel Type 330 ml 600 ml 1.5 lit 1.0 gal 1.5 gal 5 gal TCA QLP IDM Moo
Supermarkets X X X X X X X X X X
Grocery X X X X X X X X X X
CVS X X X X X X X X
SSS X X X X X
PMS X X X X X
Drug Stores X X X X X X X
Gas Station X X X X X X X
Canteen X X X X X
Sports Club X X
Bakery X X X optional X X X X
Wholesalers X X X X X X X
Bus Terminals X X X X X X
Street Vendors X X X
Institutional X X X X X
600 ml
330 ml
ADDITIONAL INCOME :
Aqua Blue
600 ml
SATURATION VISIBILITY DRIVE
BORACAY ISLAND
DECEMBER 2004- APRIL 2005
FILIPINAS WATER BOTTLING CO.,INC..
Objectives
Availability Visibility Drive
High Traffic Areas:
Boracay Island
Key Strategies
On Site Distribution Operation ( OSDO ).
Saturation Drive
Merchandising Blitz
FILIPINAS WATER BOTTLING CO,INC..
Objectives
Availability Visibility Drive
High Traffic Areas:
Boracay Island
Key Strategies
On Site Distribution Operation ( OSDO ).
SATURATION DRIVE :
Outlet Penetration/Placement
2 Contractual Salesmen
Delivery & Account Servicing
Distributors Depot in Boracay
FILIPINAS WATER BOTTLING CO,INC.
Objectives
Availability Visibility Drive
High Traffic Areas:
Boracay Island
Key Strategies
On Site Distribution Operation ( OSDO ).
MERCHANDISING BLITZ :
POPS & POSMS Installation
2 Contractual Salesmen cum Merchandisers
Dealer Aid Support
On-Premise & Volume Accounts
FILIPINAS WATER BOTTLING CO,INC.
330 ml
5 + 1 deals P 157.50 ( 10% ) SRP P 10.00
P 6.08/bot 6.56/bot
600 ml
5 + 1 deals P 157.50 ( 10% ) SRP P 15.00
P 7.57/bot 8.33/bot
SUB-DS/
CDAVS
JOBBERS
OUTLETS BIG - C
Distributors/Dealers Support:
Trading Term :
5 + 2 Deals ( 301 cs +++)
2% on COD or 30 days Term
5+1 Pass On Support
Merchandising Representative
Chillers 50 cases +++/month
Electrical Assistance : P 200.00/mo
20 cs +++/ month
Pedi-cab ( when needed)
Ice Coolers & Vending Bags
FILIPINAS WATER BOTTLING CO.,INC
Projected Manpower Costs :
Basic Pay :
Salesman 1 : Php 250 X 26 days = PHP 6,500.00
Salesman 2 : Php 250 X 26 days = 6,500.00
Transportation/Meals:
Salesman 1 : PHP 35 X 26 days = 910.00
Salesman 2 : PHP 35 X 26 days = 910.00
Total ( fixed ) = PHP 14,820.00
Commission / Incentive :
Basis : Sales Volume : 2,000 cs
Outlets Opened/Retained : 400
Rate/Cs Comm: Php 1.00, = Php 2,000.00
Outlet Opened/retained : Php 3.00 = Php 1,200.00
Grand Total / Mo. = PHP 18,020.00
Grand Total ( 5 mos): = PHP 90,100.00
% Cost To Sales : 5%
FILIPINAS WATER BOTTLING CO.,INC
INCENTIVE
MAY JUNE : SALE TO TRADE