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1、1 Consumer Goods Consumer Goods Implementation GuidelineImplementation Guideline (Soft drink & Alcohol)(Soft drink & Alcohol) 快速消费品处排面陈列指导原则快速消费品处排面陈列指导原则 ( (饮料酒精部门饮料酒精部门) ) 2 OBJECTIVE: 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?:
2、 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 3 1.The configuration of the group family 1.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
3、.The configuration of the family 2.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 subfamily 3.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.
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 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 How to read the Book ? 怎样阅读本书 第一优先 第二优先 第三优先 4 10 - BEVERAGE 100 - CARBONATED DRINK 10
5、1 - JUICE 102 - FUNCTIONAL DRINK 103 - TEA 104 - WATER 105 - BEER 106 - Wine 107 - Alcohol SOFT DRINK ALCOHOL 5 100 Carbonated Drink Average 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
6、. Consumers FlowConsumers Flow Other flavor 其他口味汽水 Lemon Drink 柠檬汽水 1 element Cola 可乐 2 elements1 element Mixed package drink 混合包装汽水 1 element Orange juice 橙味汽水 3 elements 6 Plan-o-gram(Average 8 elements) The gondola can be 2.2 m high and 1.3 m wide 7 Carbonated is divided by flavors: Cola, Lemon,
7、Orange & Others. 碳酸水按口味分为:可乐,柠檬汽水,橙味 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 ， 其他口味汽水, 橙味汽水, 可乐， 柠檬汽水 Implementation RulesReference Photos Orange & other flavor 橙味和其它 口味汽水 Mix 搭扣装 Mid Bottle 中瓶 Small Bottle 小瓶
8、Can 听装 Lemon 柠檬汽水 Cola 可乐 Big Bottle 大瓶 8 101 Juice Average 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 Consumers FlowConsumers Flow Orange
9、 Juice 橙汁 Apple Juice 苹果汁 Other Juice 其他果汁 1 element3 elements3 elements Grape Juice 葡萄汁 Mixed Juice Vegetable Juice Concetrated 混合果汁 蔬菜果汁 浓缩果汁 Coconut& Almond Juice 椰子汁和杏仁露 1 element3 elements1 element 9 Plan-o-gram(Average 12 elements) The gondola can be 2.2 m high and 1.3 m wide 10 Display by fla
10、vor, 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 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 RulesReference Photos Orang
11、e Juice 橙汁 Apple Juice 苹果汁 100% Juice 100%纯果汁 10%20% Juice 10%20%果汁 饮品 Other Juice 其它果汁 Green juice 绿色果汁 Red juice 红色果汁 11 102 Functional Drink Average 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,果
12、汁相近.这个分类排布原则是：能量饮料，咖啡 Consumer FlowConsumer Flow Energy Drink 能量饮料 2.5 elements Coffee 咖啡 0.5 element 12 Plan-o-gram(Average 3 elements) The gondola can be 2.2 m high and 1.3 m wide 13 Display 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。 Display by brand, then by flavo
13、r. 按品牌,再按口味垂直陈列。 From up to down is small package to big package, and high price to low price. 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。 Implementation RulesReference Photos Coffee 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 14 103 Tea Drink Average Linear:9 elements Cons
14、umers 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，乌龙茶，红/绿茶，奶茶，进口茶。 Imported Tea 进口茶 2 elements Green Tea 绿茶 1 element 0.5 element Milk Tea 奶茶 Black Tea 红茶 2 elements Oolong
15、 Tea 乌龙茶 Flower Tea 花茶 Herbal Tea 凉茶 Other Tea 其他茶 1 element1 element1 element 0.5 element 15 Plan-o-gram(Average 9 elements) The gondola can be 2.2 m high and 1.3 m wide 16 Tea is divided by 8 subfamily: Flower tea, Herbal tea, other tea , Oolong tea, black tea , Green tea, milk tea and imported te
16、a. 茶饮料分种八种：花茶，凉茶，其他茶， 乌龙茶，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,再按加糖和无糖分开。 Implementation RulesReference 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 Lemon green 柠檬 绿茶 Lemon black
