家乐福10课烟酒饮料部门陈列原则.ppt

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1、Consumer Goods Implementation Guideline(Beverage)快速消费品处排面陈列指导原则(烟酒饮料部门),1,OBJECTIVE:目的：The implementation of the beverage dept must be respected accordingto the direction given 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-Opti

2、mize your linear repartition to promote your sales&profits.优化排面，以推动销售量和利润,2,1.The configuration of the group family1.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customer flow 消费者流向subfamily allocation 小分类分配average linear meter

3、平均地面线,3.Plan-o-gram of subfamily3.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 Display rules 陈列原则 1st priority 2nd priority 3rd priority.The description of the implement

4、ation 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,How to read the Book?怎样阅读本书,3,第一优先,第二优先,第三优先,Index,Family Code,Family Name,Page,4,6,100-SOFT DRINK,1000-CARBONATED DRINK,1001-JUICE,1002-FUNCTION DRINK,1003-TEA,1003-WATER,5,1000 Carbonated DrinkAverage Linear:1

5、4 elements,-Put soda with flavor accessible to customers,because it is the profitable category among carbonated drink.加味汽水放在靠近人流处，因为在碳酸饮料中是属于能带来较高毛利的分类.,6,Plan-o-gram(Average 12 elements),The gondola can be 2.2 m high or 3 m high,7,Carbonated is divided by flavors:Cola,Lemon,Orange&Others.碳酸水按口味分为:可

6、乐,柠檬汽水,橙味汽水和其它口味汽水.In the same category,its displayed by package:Can,Small bottle,Middle bottle,Big bottle.在同分类中按包装陈列:罐装,小瓶,中瓶,大瓶.Other flavor behind the orange.其它口味汽水陈列在橙味汽水后面.Inside cola,start from the diet cola.在可乐中,把健怡可乐陈列在每节货架的开头.,Implementation Rules,Reference Photos,Start from the diet cola把健

7、怡可乐陈列在每节货架的开头.,Cola可乐,Orange&other flavor橙味和其它口味汽水,8,Big Bottle大瓶,Lemon柠檬汽水,Mid Bottle中瓶,Can罐装,Small Bottle小瓶,Other flavor behind the orange其它口味汽水陈列在橙味汽水后面.,Implementation Rules,Orange Drink,Soda,+Mix pack=0.5 elementsCanned orange drink+canned other drink=0.5 element听装橙味汽水+听装其他口味汽水占0.5节Remark：Soda

8、water must be displayed near main alley(TG)备注：苏打水必须陈列在主通道旁边,Customer Flow,9,Implementation Rules,Cola,Implementation rule陈列原则 Canned cola:1 element 听装可乐：1节 Coca cola:50%in 1 element 听装可口可乐：0.5节 Pepsi:50%in 1 element 百事可乐：0.5节 First display canned Pepsi Cola,then canned Coca cola;首先陈列听装百事可乐，接着陈列可口可乐,

9、Customer Flow,Canned cola,10,Customer Flow,Implementation Rules,Lemon Drink&Mixed Package,Customer Flow,Implementation Rule陈列原则 Canned lemon drink&Mixed Package:1element.听装柠檬汽水&混合包装汽水：1节 Canned lemon drink:60%in 1element 听装柠檬汽水：0.6节 Coca cola:30%可口可乐：0.3节 Pepsi:30%百事可乐0.3节 Mixed Package:40%in 1eleme

10、nt混合包装：0.4节 First display canned Coca cola items,than display Pepsi items首先陈列可口可乐单品，接着陈列百事可乐单品.,Mixed Package 混合包装Mixed package drink accessible to customers,because it is the profitable category among carbonated drink混合包装陈列在靠近人流的处，因为在碳酸饮料中是属于能带来较高毛利的分类,11,Implementation Rules,Other flavor,Implement

11、ation rules陈列原则Other flavor:1 element其他口味汽水：1节Display by size/liter from small to bigDisplay by flavors,apple flavor,grape,peach,than orange按包装/容量从小到大陈列按口味陈列：苹果味，葡萄味，橙味Coca cola:50%in 1 element可乐：0.5节Pepsi:50%in 1 element百事：0.5节First display Pepsi items,than display Coca cola items首先陈列百事单品，接着陈列可乐单品,

12、Customer Flow,12,Implementation Rules,Implementation Rules,Cola,Implementation rules陈列原则Plastic bottle cola:2 elements display塑瓶装可乐：2节Hui yuan&lotte:10%in 2 element汇源&乐天：0.2节Pepsi:45%in 2 element百事：0.9 节Coca cola:45%in 2 element可乐：0.9节Display by size/liter from small to big按包装/容量 从小到大陈列,Customer Flo

13、w,First display Coca cola items,than display Pepsi items首先陈列可乐单品，接着陈列百事单品,13,Implementation Rules,Lemon Drink,Customer Flow,Implementation rules陈列原则Plastic bottle lemon drink:2 elements display塑瓶装柠檬汽水：2节Display by size/liter from small to big按包装/容量 从小到大陈列Coca cola:50%in 2 element可乐：1节Pepsi:50%in 2 e

14、lement百事：1节,First display Pepsi items,than display Coca cola items首先陈列百事单品，接着陈列可乐单品,14,1001 JuiceAverage Linear:12 elements,-Juice should be put in the positive face inside drink area,because it can brings huge turnover and contribute much more margin than carbonated drink.And it is the emerging cat

15、egory in the market.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,而且其在市场上亦是呈增长趋势.,15,Plan-o-gram(Average 12 elements),The gondola can be 2.2 m high or 3 m high,16,Vertically by flavor,such as orange,apple and other juice.按口味垂直排列,如橙味苹果味等果汁.Inside one flavor vertically displayed by 100%juice and 10%20%Juice,then

16、 by package:bottle&Box.同一口味,先按浓度,再按包装(瓶或盒).Inside other juice,its divided by Green&Red.在其它果汁中可分为绿色和红色果汁.,Implementation Rules,Reference Photos,Orange 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,17,Green juice绿色果汁,Red juice红色果汁,Implementation Rules,Orange Juice,From

17、small size to big size按包装从小到到陈列Small size put on the top level,thenmedium size in middle level,then big size bottle at bottom.小包装陈列在货架最上层，中等规格的陈列在中间，大包装陈列在货架下层,Consumers Flow,Implement rules陈列原则,Display by flavor,such as orange,apple and other juice按口味陈列，如橙味、苹果味等果汁Inside one flavor vertically displa

18、yed by 100%juice and non 100%juice,then by package,bottle&box按口味垂直陈列，同一口味，先按浓度，再按包装（瓶或盒）,18,Implementation Rules,Orange Juice,2,Consumers Flow,Not 100%juice display非100%果汁陈列From small size to big size按包装从小到大陈列Small size put on the top level,then medium size in middle level,then small size bottle at

19、bottom.小包装陈列在货架最上层，中等规格的陈列在中间，大包装陈列在货架下层Mainly for KSF juice and president juice主要陈列康师傅果汁和统一果汁,19,Implementation Rules,Apple Juice,Consumers Flow,0.3 element for box apple juice盒装苹果汁：0.3节0.3 element for bottle apple juice 瓶装苹果汁：0.3节Display according to size,small size put on top of element按包装容量从小到大陈

20、列，小包装放在货架最上层Top sales item facing should be enlarged according to actual situation.根据每件店的具体情况，扩大高销售单品的陈列面,20,Implementation Rules,Grape+Peach Juice,Consumers Flow,0.7 element of peach juice 100%peach juice should be put in the front桃汁：0.7 节 100%桃汁陈列在前面0.7 element of grape juiceGrape juice should be

21、put by taste葡萄汁：0.7节 葡萄汁根据口味陈列Display according to size,small size should be put on top,medium size should be put on middle,big size should be put at bottom小包装陈列在货架最上层，中等规格的陈列在中间，大包装陈列在货架下层,21,Implementation Rules,Mixed Juice,Consumers Flowv,Lemon mixed juice is 0.2 element柠檬味混合果汁：0.2节Pineapple and

22、other flavor mixed juice 0.2 element凤梨和其他口味混合果汁：0.2节Mongo and kiwi flavor mixed juice 0.2 element芒果和奇异果 果汁：0.2节Plum and Sour plum flavor mixed juice 0.2 element酸梅汤和酸枣汁：0.2节,22,Implementation Rules,Vegetable Juice,Consumers Flow,0.2 element of fruit and vegetable mixed juice混合果疏汁：0.2节0.2 element of f

23、ruit mixed juice混合水果汁：0.2节 0.2 element of vegetable juice蔬菜汁：0.2节 0.1 element of vegetable mixed juice.混合蔬菜汁：0.1节,23,Implementation Rules,Other Juice&coconut+almond juice,Consumers Flow,Implementation rules陈列原则Other juice:0.9 element其他口味果汁：0.9节Coconut+almond juice:0.6 element椰子汁和杏仁露：0.6节,Other juice

24、 display by flavor,color其他口味果汁按口味，颜色陈列,24,1002 Function DrinkAverage Linear:4 elements,-Function drink is close to carbonated drink or juice.The category allocation is put in order as:sport drink,health drink,coffee.机能饮料和碳酸,果汁相近.这个分类排布原则是：运动饮料，健康饮料，咖啡.,25,Plan-o-gram(Average 3 elements),The gondola

25、can be 2.2 m,3 m or 1.4m high,26,Step1:Vertically by function:Sport drink,Healthy drink,coffee.第一步：按功能垂直排列:运动饮料,保健健康饮料及咖啡.Step2:Vertically by brand,then by flavor.第二步：按品牌,再按口味垂直陈列。Step3:From up to down is small package to big package,and high price to low price.第三步：按包装由小规格到大规格，价格由高单价至低单价，从上至下排列。,Imp

26、lementation Rules:,27,South Region,-3 elements by high Gondolar,Coffee咖啡,Health Drink健康型饮料,Sports Drink运动型饮料,Brand 1(BANG item if available),Brand 2,Brand 3,Traffic,28,South Region,-5 elements by high Gondolar,Coffee咖啡,Health Drink健康型饮料,Sports Drink运动型饮料,Brand 2,Brand 3,Brand 1(BANG item if availabl

27、e),Traffic,29,South Region,-4 elements by low Gondolar,Coffee咖啡,Health Drink健康型饮料,Sports Drink运动型饮料,Brand 2,Brand 3,Brand 1(BANG item if available),Traffic,30,South Region,-6 elements by low Gondolar,Coffee咖啡,Health Drink健康型饮料,Sports Drink运动型饮料,Brand 2,Brand 3,Brand 1(BANG item if available),Traffic

28、,31,Vertically by function:Sport drink,Healthy drink,coffee.按功能垂直排列:运动饮料,保健及功能性饮料,咖啡.From up to down is small package to big package,and high price to low price.And vertically displayed by flavor.按包装由小到大，价格由高至低，从上至下排列.。并且按口味垂直陈列。,Implementation Rules,Reference Photos,Coffee咖啡,Health Drink健康型饮料,Sport

29、s Drink运动型饮料,Simple package单包装,Compound package组合包装,32,1003 Tea DrinkAverage Linear:6 elements,Milk Tea,Herbal Tea,Tea with Flavor,0.5 element,0.5 element,1 element,4 elements,Tea Drink(Green&Black),-Tea drink is close to juice.The category allocation is put in order as:Milk tea,Herbal Tea,Tea with

30、Flavor,Tea Drink.茶饮料和果汁相近。这个分类排布原则是：奶茶，凉茶，加味茶，茶饮料。,33,Plan-o-gram(Average 6 elements),The gondola can be 2.2 m or 1.4m high,34,Tea is divided by 5 subfamily:Milk&Herbal tea,Flavored tea,black tea and Green tea.茶饮料分五种:奶茶,凉茶,加味茶,红茶和绿茶.Flavored tea is implementedvertically by flavor:lemon,OtherInside l

31、emon flavor,separated by lemon green&lemon black.加味茶以柠檬,其他口味垂直排列,在柠檬口味中把柠檬绿茶和柠檬红茶分开陈列.Black as well as green tea have to be separated by with or without sugar.在红茶和绿茶分类里,再按加糖和无糖分开.,Implementation Rules,Reference Photos,Inside 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

32、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,35,Implementation Rules,Flower Tea,Implementation rule:陈列原则Flower tea:1 element 花茶：1节Display by size/liter from small to big按包装/容量

33、从小到大陈列KSF:70%in 1 element 康师傅：0.7节Coca cola:30%in 1 element可乐：0.3节,Customer Flow,36,Implementation Rules,Herbal Tea&other tea&Oolong tea,Customer Flow,Implementation rule陈列原则 Herbal tea&other tea&Oolong tea:1element凉茶&其他茶&乌龙茶：1节Herbal tea:90%in 1 element凉茶：0.9节Other tea&Oolong tea:10%in 1 element其他茶

34、&乌龙茶：0.1节,Remark备注According to HO request,red canned WLJ must be 1/3 of total herbal tea implementation.根据全国的要求，红罐王老吉占整个凉茶排面的1/3,37,Implementation Rules,Black Tea,Implementation rule:陈列原则Black tea:1 element红茶：1节Display by size/liter from small to big按包装/容量从小到大陈列KSF:45%in 1 element康师傅：0.45节President:

35、35%in element统一：0.35节other black tea:20%in 1 element其他红茶：0.2节,Customer Flow,38,Implementation Rules,Green Tea,Implementation rule陈列原则 Green tea:1.2elements.绿茶：1.2节 President:45%in 1 element 统一：0.45节 KSF:35%in 1 element 康师傅：0.35节 other green tea:20%in 1 element 其他绿茶：0.2节,Customer Flow,39,Implementati

36、on Rules,Milk Tea,Customer Flow,Implementation rule:陈列原则 Milk tea:0.8 element.奶茶：0.8节,40,1004 WaterAverage Linear:6 elements,-Water is close to Carbonated Drink.The category allocation is put in order as:Carbonated Water,Non Carbonated Mineral,Non Carbonated Purify.水和含碳酸饮料相近，这个分类排布原则是：含碳酸水，矿泉水，纯水,Pu

37、rified Water,1.5 element,2 elements,Mineral water,Distilled,0.5 element,Artificial mineral,1 element,Mineral water(Import non carbonated),0.5 element,0.5 element,Others(Sparkling),41,Plan-o-gram(Average 6 elements),The gondola can be 2.2 m or 1.4m high,42,Water is divided by pacakge:family pack and

38、Normal bottle.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,矿化水,蒸溜水,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.,Implementation Rules,Reference Photos,Small bottle小瓶装,Bi

39、g bottle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,43,Implementation Rules,Reference Photos-normal bottles,ArtificialMineral矿化水,Purified纯净水,Soda苏打,-Total 4 levels+boxes:4层+整箱陈列Small bottle小包装水-KSF 330ml:2 levels,10 facings 康师傅330ml 2层，

40、10个面-Farmer 380ml:1 levels,5 facings 农夫380ml,1层，5面550ml bottle550ml 水-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，矿化水，蒸馏水，纯净水及其它水江排面垂直陈列,The bottom of shelf display high rebate items 货架底部陈列高扣点单品,Half element fo

41、r high rebate 0.5节陈列高扣点单品,550ml*12 package 家庭装水-KSF 3levels 9facing康师傅3层9个面-Farmer 1 levels 3facings农夫1层3个面,44,Implementation Rules,Reference Photos-Family Package,0.5 element for 1.5L bottle,0.5 element for 4L bottle1.5L 水：0.5节4L水：0.5节1.5L bottle 1.5L水KSF:2 levels 14facings康师傅：2层14个面Farmer:1 level

42、8facings农夫：1层8个面4L bottle4L 水Watson:2 levels 6 facing s屈臣氏：2层6个面Farmer:2 levels 9 facings农夫：2层9个面,Top sales item,45,1010-BEER,1010-BEER or SIMILAR,46,1010 Beer or SimilarAverage Linear:7 elements,-Beer should be inside alcohol area.The category allocation is put in order as:Othe Similar Drink,Beer i

43、n Can,Beer in Small Bottle,Beer in Big Bottle.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,大瓶装啤酒.,1 element,6 elements,Other Similar Drink,Beer,47,Plan-o-gram,The gondola can be 2.2 m high or 1.4 m high,48,The family is divided by category:Beer&Similar drink.按品种分成啤酒和类似酒精饮料.Inside beer,vertically displayed by

44、package:can,small bottle,big bottle.在啤酒中按包装垂直陈列：罐装,小瓶装,大瓶装.Inside can,put unit pack on the top levels,bundle pack at bottom levels.对于罐装,单罐装放在上面几层,多罐装放在下面几层.Inside the same package,displayed by price rang,from left to right is cheap to expensive.对于同样包装，按价格带陈列,从左到右为高价单价到低单价.,Implementation Rules,Refer

45、ence Photos,Similar drink类似酒精饮料,Unit Pack单罐装,Bundle Pack捆绑装,Beer酒精,Can罐装,Small Bottle小瓶装,Big Bottle大瓶装,49,Follow the price range:Expensive to Cheap按价格原则,从左到右为高单价到低单价.,102-Wine,1020-Local Wine,1021-Foreign Wine,1022-Sparkling Wine,50,1020 Local WineAverage Linear:6 elements,Ordinary Local Wine,Local

46、Red Wine,Local White Wine,2 elements,3 elements,0.5 element,0.5 element,Local Rose Wine,-The category allocation is put in order as:Ordinary Local Wine,Local Red Wine,Local Rose Wine,Local White Wine这个分类排布原则是：国产普通葡萄酒，国产干红，国产桃红，国产干白,51,Plan-o-gram,The gondola can be 2.2 m high or 1.4 m high,52,Local

47、wine separate foursegments(ordinary,red,rose&white).国产葡萄酒分四部分(普通红酒,干红,干桃红,干白).Vertically displayed by original place.(3 main places are Shan Dong,Dong Bei,Xin Jiang)按产地垂直排列,(3个主要产地:山东,东北,新疆).From up to down is expensive to cheap.从上到下按高单价到低单价陈列.,Implementation Rules,Reference Photos,Ordinary wine普通红酒

48、,Red wine干红,Rose wine干桃红,White wine干白,Cheap低单价,Expensive高单价,Cheap低单价,Expensive高单价,Vertically displayed by original place纵向按产地陈列,53,1021 Foreign WineAverage Linear:5 elements,-The category allocation is put in order as:Foreign Red Wine,Foreign Rose Wine,Foreign White Wine这个分类排列原则是：进口干红，进口桃红，进口干白,54,P

49、lan-o-gram,The gondola can be 2.2 m high or 1.4 m high,55,Foreign wine is divided by 3 subfamily:Red wine,Rose wine and White wine.进口葡萄酒分3种:干红,干桃红和干白.Vertically displayed by original place:France,Italy,Spain,USA,Others.按原产地垂直排列：如法国,意大利,西班牙,美国,其它.From up to down is expensive to cheap.从上到下按高单价到低单价陈列.,

50、Implementation Rules,Reference Photos,France法国,Others其它,Red wine干红,Rose wine干桃红,White wine干白,Span西班牙,56,Italy意大利,American美国,Cheap低单价,Expensive高单价,1022 Sparkling WineAverage Linear:2 elements,-The category allocation is put in order as:Local sparkling wine,foreign sparkling wine这个分类排列原则是：国产气泡酒，进口气泡酒,