大润发超市(自由品牌)
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Auchan Products are not put at the left side of its referent. 欧尚产品没有陈列在它们的参照物边。
Mistakes happened often
容易发生的错误
Leakage, bad looking, the sales will never be happen, must take away from thr shelf. 产品渗漏，外观恶劣，无法实现销售， 必须从货架撤离。
Mistakes happened often
容易发生的错误
The facing of the Auchan Product is not equal to it’s leading brand 欧尚产品的陈列面小于其参 照物的。
Mistakes happened often
容易发生的错误
The product too high to get 陈列位置过高不易拿取。
商品分类标识须在商品标价签的左侧
"New Arrival" Label should be displayed when the product just be launched
“新品”标识 须在商品刚上市时出具
All the products be displayed on the shelf should be clean, clear and orbicular
Different topic 不同的促销主题
ART Production manage the DM 定牌部门统一规划海报
Several times turnover 几倍于平时的销量
SWOT ANALYSIS SWOT分析
Strong/优势：
More and more stores opened 门店数量越来越多 Support from the store become stronger and stronger 门店的支持越来越强 ART team is becoming more professional 定牌部门正变得越来越专业 More and more products available 越来越多的产品实现销售
ART PRODUCTION 自拥品牌部门
First Price and Auchan Product are the Strategic issues to help Auchan to win
The market in China
大拇指和欧尚产品是欧尚在中国取得胜利 的一个重要策略
CURRENT SITUATION 目前的市场状况
A clear labeling
醒目的标识
NO
OK
A clean & clear display with remarkable labeling
醒目而整洁的陈列以及印象深刻的标签
Impressive TG Give Our Customer Very Strong Impact
醒目而饱满的堆头给顾客以强烈的视觉冲击
1.03 % FIRST PRICE
0.68 % AUCHAN PRODUCT
SOME STRONG ITEMS IN AUCHAN 欧尚一些具有很强竞争力的商品
Soya Oil
大豆油
Dongbei Rice 东北大米
Trash Bag 垃圾袋
Sugar
白砂糖
Acacia Honey 洋槐蜂蜜
Shaqima
The retailer manage all the quality elements of the product. 零售商控制商品的所有质量因素。
POSITIONING 定位
QUALITY LEVEL 质量要求
SELLING PRICE 零售价
TARGET MARGIN 目标毛利
COMPETITORS 竞争者
WORLD OWN LABEL MARKET SHARE
自拥品牌产品的市场占有率
25 %
36 countries - 65 % of the the good domestic products –
hyper/super/mass merchandisers-Market shares in value – end 1st quarter 2005 36个国家—65%优质家用产品—大型百货超市-市场占有率评估—至2007年第一季度
FIRST PRICE PROJECT
最低价商品项目
Number of items increased sharply
First Price
1200 1000
800
1067 917 773
600
400
200
73
0 2002
232
2003
452
2004
2005
2006
2007
品项数
1067 items available end of 2007 4 divisions with answers 4个处
所陈列的商品必须是清洁、清晰并饱满的
A clear and simple display
简单醒目的陈列
A clear and simple display
简单醒目的陈列
Байду номын сангаас A clear and simple display
简单醒目的陈列
A clear and simple display
简单醒目的陈列
Mistakes happened often
容易发生的错误
Mass display, impossible to find First Price product 陈列混乱，无法识别定牌产品。
Mistakes happened often
容易发生的错误
Mr. Muscle is displaying it’s premium product away from our Auchan Product and put it’s “first Price”product aside Auchan Product trying to trouble us and protect itself “威猛先生”把它们的高档产品陈列在 远离欧尚产品的地方，而把它们的“低 价”产品放在欧尚产品的边上以保护它 们的高档产品并攻击欧尚产品。
The Principle of Display 陈列原则
Both First Price and Own Brand product should be displayed at the eye level
大拇指和欧尚商品须陈列于与视线齐平的位置
Label should be displayed at the left side of its price mark
Mistakes happened often
容易发生的错误
没有“大拇指”标签
没有“欧尚”标签
ABOUT FIRST PRICE FESTIVAL 关于每年的大拇指节
Two First Price Festival a year 一年两次的大拇指商品节
All the stores covered at same period 所有的门店同时进行
Leaders brands 领导品牌
No limit 无限制
POSITIONING
定位
The Product are mandatory 这些商品是必订的。 The Product are no return no change except quality problem 这些商品在没有质量问题的前提下是不退不换的。 The selling price is fix and permanent and the same for each stores 零售价在所有门店都是一样的，大拇指商品是不 能变价的，自有品牌商品可以统一做促销。
MCP大众消费品
197
FP生鲜
66
TXT纺织品
532
272
BAZAAR百货处
The offer increase sharply 销量直线上升
Our number of items is every month more important
我们上市产品的数量逐月增长
With a real TO potential 实实在在的销售额潜力
沙琪玛
Toilet Paper 平板卫生纸
Toothbrush 牙刷
Wrapping Film 保鲜膜
Battery
电池
DEFINITION
First Price & Auchan Product are the product produced by the suppliers under the retailer specifications and quality control. 这两种类型的商品是按照零售商对商品不同的质量需求由 厂商生产的。
firstpriceproject最低价商品项目numberofitemsincreasedsharplyfirstprice732324527739171067020040060080010001200200220032004200520062007品项数4divisionswithanswers4个处197mcp大众消费品66fp生鲜272bazaar百货处1067itemsavailableendof2007txt纺织品532theofferincreasesharply销量直线上升?ournumberofitemsiseverymonthmoreimportant我们上市产品的数量逐月增长?witharealtopotential实实在在的销售额潜力theprincipleofdisplay陈列原则?firstpriceproductshouldbedisplayedattheleftsideoftheshelf大拇指商品必须陈列于货架的左侧?ownbrandproductshouldbedisplayedattheleftsideofitsreferent欧尚商品必须陈列于其参照物的左侧?thefacesshouldatleastequaltoitsreferentfortheownbrand欧尚商品的陈列面至少等同于其参照物?thefacesshouldatleast3forthefirstprice大拇指商品的陈列面至少是33个theprincipleofdisplay陈列原则?bothfirstpriceandownbrandproductshouldbedisplayedattheeyelevel大拇指和欧尚商品须陈列于与视线齐平的位置?labelshouldbedisplayedattheleftsideofitspricemark商品分类标识须在商品标价签的左侧?quot
42% Switzerland 瑞士市场占有率 National market share
The main retailers in China are launching their Own Label project 零售业巨头都在开发自拥品牌， 这是一种趋势。
OWN LABEL MARKET SHARE IN AUCHAN 欧尚自拥品牌产品的 市场占有率
Mistakes happened often
容易发生的错误
The First Price product are put at the corner, and difficult to get. “大拇指”产品被陈列于角落中， 很难拿取。
Mistakes happened often
容易发生的错误
The Principle of Display 陈列原则
First Price product should be displayed at the left side of the Shelf
大拇指商品必须陈列于货架的左侧
Own Brand product should be displayed at the left side of its referent
SWOT ANALYSIS SWOT分析
Weakness/劣势：
Some Packaging Design not attractive 某些包装的设计不够吸引人 The developing speed of new product not meet the needs 新品开发速度不够快
The quality of some products not too stable 某些产品的质量还不够稳定 The communication between ART and stores not enough 定牌产品部门与门店的沟通还不够充分 The support in some stores or some sections not strong enough 部分门店或部门的支持不够强劲有力 Big problem on display in some stores 部分门店的产品陈列存在较大的问题
Mistakes happened often
容易发生的错误
The customer don’t know what it is, should take it out 顾客不知道是什么产品，必须把产品取出陈列。
Before
After
Mistakes happened often
容易发生的错误
The price labels are mixed up 产品标价签混淆。
Mistakes happened often
容易发生的错误
RT MART product. 大润发产品。
Mistakes happened often
容易发生的错误
No price. 没有标价。
Mistakes happened often
容易发生的错误
The First Price product must be displayed at the left side of the shelf with “Thum up” logo. “大拇指”产品必须陈列于货 架的左侧并有醒目的“大拇 指”标签。
RANGE 范围
Acceptable 国家标准
Lowest price 最低价
Family margin 分类毛利
Competitors Lowest prices 竞争者的最低价商品
20/ 80 products 分类20/80原则
High 高
Leader – 20% 比领导品牌低20%
Family margin + 5% 分类毛利+5%
欧尚商品必须陈列于其参照物的左侧 The faces should at least equal to its referent for the Own Brand
欧尚商品的陈列面至少等同于其参照物
The faces should at least 3 for the First Price
大拇指商品的陈列面至少是3个
Mistakes happened often
容易发生的错误
Leakage, bad looking, the sales will never be happen, must take away from thr shelf. 产品渗漏，外观恶劣，无法实现销售， 必须从货架撤离。
Mistakes happened often
容易发生的错误
The facing of the Auchan Product is not equal to it’s leading brand 欧尚产品的陈列面小于其参 照物的。
Mistakes happened often
容易发生的错误
The product too high to get 陈列位置过高不易拿取。
商品分类标识须在商品标价签的左侧
"New Arrival" Label should be displayed when the product just be launched
“新品”标识 须在商品刚上市时出具
All the products be displayed on the shelf should be clean, clear and orbicular
Different topic 不同的促销主题
ART Production manage the DM 定牌部门统一规划海报
Several times turnover 几倍于平时的销量
SWOT ANALYSIS SWOT分析
Strong/优势：
More and more stores opened 门店数量越来越多 Support from the store become stronger and stronger 门店的支持越来越强 ART team is becoming more professional 定牌部门正变得越来越专业 More and more products available 越来越多的产品实现销售
ART PRODUCTION 自拥品牌部门
First Price and Auchan Product are the Strategic issues to help Auchan to win
The market in China
大拇指和欧尚产品是欧尚在中国取得胜利 的一个重要策略
CURRENT SITUATION 目前的市场状况
A clear labeling
醒目的标识
NO
OK
A clean & clear display with remarkable labeling
醒目而整洁的陈列以及印象深刻的标签
Impressive TG Give Our Customer Very Strong Impact
醒目而饱满的堆头给顾客以强烈的视觉冲击
1.03 % FIRST PRICE
0.68 % AUCHAN PRODUCT
SOME STRONG ITEMS IN AUCHAN 欧尚一些具有很强竞争力的商品
Soya Oil
大豆油
Dongbei Rice 东北大米
Trash Bag 垃圾袋
Sugar
白砂糖
Acacia Honey 洋槐蜂蜜
Shaqima
The retailer manage all the quality elements of the product. 零售商控制商品的所有质量因素。
POSITIONING 定位
QUALITY LEVEL 质量要求
SELLING PRICE 零售价
TARGET MARGIN 目标毛利
COMPETITORS 竞争者
WORLD OWN LABEL MARKET SHARE
自拥品牌产品的市场占有率
25 %
36 countries - 65 % of the the good domestic products –
hyper/super/mass merchandisers-Market shares in value – end 1st quarter 2005 36个国家—65%优质家用产品—大型百货超市-市场占有率评估—至2007年第一季度
FIRST PRICE PROJECT
最低价商品项目
Number of items increased sharply
First Price
1200 1000
800
1067 917 773
600
400
200
73
0 2002
232
2003
452
2004
2005
2006
2007
品项数
1067 items available end of 2007 4 divisions with answers 4个处
所陈列的商品必须是清洁、清晰并饱满的
A clear and simple display
简单醒目的陈列
A clear and simple display
简单醒目的陈列
Байду номын сангаас A clear and simple display
简单醒目的陈列
A clear and simple display
简单醒目的陈列
Mistakes happened often
容易发生的错误
Mass display, impossible to find First Price product 陈列混乱，无法识别定牌产品。
Mistakes happened often
容易发生的错误
Mr. Muscle is displaying it’s premium product away from our Auchan Product and put it’s “first Price”product aside Auchan Product trying to trouble us and protect itself “威猛先生”把它们的高档产品陈列在 远离欧尚产品的地方，而把它们的“低 价”产品放在欧尚产品的边上以保护它 们的高档产品并攻击欧尚产品。
The Principle of Display 陈列原则
Both First Price and Own Brand product should be displayed at the eye level
大拇指和欧尚商品须陈列于与视线齐平的位置
Label should be displayed at the left side of its price mark
Mistakes happened often
容易发生的错误
没有“大拇指”标签
没有“欧尚”标签
ABOUT FIRST PRICE FESTIVAL 关于每年的大拇指节
Two First Price Festival a year 一年两次的大拇指商品节
All the stores covered at same period 所有的门店同时进行
Leaders brands 领导品牌
No limit 无限制
POSITIONING
定位
The Product are mandatory 这些商品是必订的。 The Product are no return no change except quality problem 这些商品在没有质量问题的前提下是不退不换的。 The selling price is fix and permanent and the same for each stores 零售价在所有门店都是一样的，大拇指商品是不 能变价的，自有品牌商品可以统一做促销。
MCP大众消费品
197
FP生鲜
66
TXT纺织品
532
272
BAZAAR百货处
The offer increase sharply 销量直线上升
Our number of items is every month more important
我们上市产品的数量逐月增长
With a real TO potential 实实在在的销售额潜力
沙琪玛
Toilet Paper 平板卫生纸
Toothbrush 牙刷
Wrapping Film 保鲜膜
Battery
电池
DEFINITION
First Price & Auchan Product are the product produced by the suppliers under the retailer specifications and quality control. 这两种类型的商品是按照零售商对商品不同的质量需求由 厂商生产的。
firstpriceproject最低价商品项目numberofitemsincreasedsharplyfirstprice732324527739171067020040060080010001200200220032004200520062007品项数4divisionswithanswers4个处197mcp大众消费品66fp生鲜272bazaar百货处1067itemsavailableendof2007txt纺织品532theofferincreasesharply销量直线上升?ournumberofitemsiseverymonthmoreimportant我们上市产品的数量逐月增长?witharealtopotential实实在在的销售额潜力theprincipleofdisplay陈列原则?firstpriceproductshouldbedisplayedattheleftsideoftheshelf大拇指商品必须陈列于货架的左侧?ownbrandproductshouldbedisplayedattheleftsideofitsreferent欧尚商品必须陈列于其参照物的左侧?thefacesshouldatleastequaltoitsreferentfortheownbrand欧尚商品的陈列面至少等同于其参照物?thefacesshouldatleast3forthefirstprice大拇指商品的陈列面至少是33个theprincipleofdisplay陈列原则?bothfirstpriceandownbrandproductshouldbedisplayedattheeyelevel大拇指和欧尚商品须陈列于与视线齐平的位置?labelshouldbedisplayedattheleftsideofitspricemark商品分类标识须在商品标价签的左侧?quot
42% Switzerland 瑞士市场占有率 National market share
The main retailers in China are launching their Own Label project 零售业巨头都在开发自拥品牌， 这是一种趋势。
OWN LABEL MARKET SHARE IN AUCHAN 欧尚自拥品牌产品的 市场占有率
Mistakes happened often
容易发生的错误
The First Price product are put at the corner, and difficult to get. “大拇指”产品被陈列于角落中， 很难拿取。
Mistakes happened often
容易发生的错误
The Principle of Display 陈列原则
First Price product should be displayed at the left side of the Shelf
大拇指商品必须陈列于货架的左侧
Own Brand product should be displayed at the left side of its referent
SWOT ANALYSIS SWOT分析
Weakness/劣势：
Some Packaging Design not attractive 某些包装的设计不够吸引人 The developing speed of new product not meet the needs 新品开发速度不够快
The quality of some products not too stable 某些产品的质量还不够稳定 The communication between ART and stores not enough 定牌产品部门与门店的沟通还不够充分 The support in some stores or some sections not strong enough 部分门店或部门的支持不够强劲有力 Big problem on display in some stores 部分门店的产品陈列存在较大的问题
Mistakes happened often
容易发生的错误
The customer don’t know what it is, should take it out 顾客不知道是什么产品，必须把产品取出陈列。
Before
After
Mistakes happened often
容易发生的错误
The price labels are mixed up 产品标价签混淆。
Mistakes happened often
容易发生的错误
RT MART product. 大润发产品。
Mistakes happened often
容易发生的错误
No price. 没有标价。
Mistakes happened often
容易发生的错误
The First Price product must be displayed at the left side of the shelf with “Thum up” logo. “大拇指”产品必须陈列于货 架的左侧并有醒目的“大拇 指”标签。
RANGE 范围
Acceptable 国家标准
Lowest price 最低价
Family margin 分类毛利
Competitors Lowest prices 竞争者的最低价商品
20/ 80 products 分类20/80原则
High 高
Leader – 20% 比领导品牌低20%
Family margin + 5% 分类毛利+5%
欧尚商品必须陈列于其参照物的左侧 The faces should at least equal to its referent for the Own Brand
欧尚商品的陈列面至少等同于其参照物
The faces should at least 3 for the First Price
大拇指商品的陈列面至少是3个