thomas-恒安流程重組咨詢?nèi)?77mb sop implementation

銷售與運營預(yù)備會議議程–7月11日下午4:00-5:30306室S&OPpre-MeetingAgenda–Jul11th4:00-5:30pmRoom306Current3WsBottleneckoftheS&OpprocessImplementationDraftForecastingProjectteamCharterPromotionQtyLaunchQtymendingS+MCalendarProjectteamCharterProductPromotion目前的3W進展銷售與運營流程執(zhí)行工作的瓶頸問題起草計劃項目小組的章程促銷量鋪市量建議銷售和市場上市/促銷準(zhǔn)備工作項目小組產(chǎn)品促銷預(yù)備會議團隊已經(jīng)準(zhǔn)備好了從“基礎(chǔ)建設(shè)階段”進入“發(fā)現(xiàn)并解決問題階段”完成各類典型的促銷活動流程及相應(yīng)的運營工作排期

各種標(biāo)準(zhǔn)格式，用于回顧促銷活動和對銷量、庫存，采購計劃，生產(chǎn)能力的影響

將預(yù)測模式和執(zhí)行工作包分發(fā)給核心團隊成員并批準(zhǔn)開始實施向分公司介紹銷售和運營流程，包括他們的具體角色和職責(zé)

將恒安的銷售與運營手冊格式經(jīng)核心團隊批準(zhǔn)并著手開始進行匯編銷售及運營流程–主要的執(zhí)行工作TheS.&O.P.Process–KeyImplementationTasks沈德森–從下一次預(yù)備會議起，6月27日

預(yù)備會議小組–6月4日周四小組會議

沈德森/高偉力–6月4日周四的小組會議

高偉力–下一次銷售與運營核心會議前7月23日周二

王向陽/沈德森–下一次分公司銷售/總經(jīng)理會議7月17日

沈德森–下一次銷售與運營核心團隊會議7月23日周二What什么WhoWhen

Pre-meetingteamtomovefrom“developingfoundations”to….“issuesidentification&resolution”PromotionActivityMaps&OperationalTimelinescompleted&agreedforeachPromotiontypeStandardformatsimplementedforreviewingPromotionActivity,&impactonSalesVolumes,Inventory,ProcurementPlans,Capacity

Forecastingstrawman&implementationwork-packagedistributedtoCoreteamforsign-off

Subsidiary’sintroducedtotheS&OPprocess,includingdetailsoftheirrole/responsibilityFormatofHenganS&OPManualagreedbyCoreteamandcompilationunderway銷售及運營流程–主要的執(zhí)行工作TheS.&O.P.Process–KeyImplementationTasks

RogerS.–startfromnextPre-meetingThurs.27thJune

Pre-meetingteam-byteammeetingThurs4thJulyRogerS./BillG.-atteammeetingThurs4thJulyBillG.-beforenextS&OPCoreTeamMeetingTuesJuly23rdWangXY/RogerS.-atnextGM’smeeting17thJulyWangXY/RogerS.-beforenextS&OPCoreTeamMeetingTuesJuly23rdWhat什么WhoWhen促銷活動類型=改規(guī)格+廣告ActivityPromotionType=Advertising+Spec.Marketing市場SalesDpt.HQ總部銷售部Sales-Sub’s分公司銷售Procurement采購Planning計劃Production

生產(chǎn)質(zhì)檢Q.C.物流Logistics周-10-9-8-7-6-5 -4-3-2-1w-1月0adv.市場可行性報告并在SOP預(yù)備會議上演示分公司反饋OK?生產(chǎn)鋪市量+庫存成品檢驗備齊鋪市量準(zhǔn)備發(fā)運備齊相關(guān)材料樣板“STRAWMAN”試機提供樣品規(guī)格廣告投放銷售溝通/推廣開始銷售N.P.D新產(chǎn)品開始設(shè)計制作推廣方案支持材料計劃并采購銷售手冊銷售手冊：產(chǎn)品/上市量/發(fā)運日期/成本/POP等支持材料預(yù)定廣告時段終端上架促銷活動類型=改規(guī)格+廣告ActivityPromotionType=Advertising+Spec.Marketing市場SalesDpt.HQ總部銷售部Sales-Sub’s分公司銷售Procurement采購Planning計劃Production

生產(chǎn)質(zhì)檢Q.C.物流Logistics周-10-9-8-7-6-5 -4-3-2-1w-1月0adv.FeasibleReportPresent&approvedbyNPDCSubfeedbackOK?LaunchquantityFnGdsinsptn.Readyforshpt.POSM&r.m.avbl.樣板“STRAWMAN”Eqpt.trial/samplespec.Adv.launchSalescomm.&StartsellN.P.D新產(chǎn)品Developlaunchplan&POSMPlanningofPur.SalesManualSalesManual：Product/Launchquantity/shptdate/price/posmBookadv.OnshelfMarketing市場SalesDpt.HQ總部銷售部Sales-Sub’s分公司銷售Procurement采購Planning計劃Production

生產(chǎn)質(zhì)檢Q.C.物流Logistics市場和銷售總監(jiān)批準(zhǔn).市場建議書包括3個月及12個月的預(yù)測并在銷售運營預(yù)備會議上演示分公司反饋OK?生產(chǎn)鋪市量+庫存匯總需求成品檢驗備齊鋪市量準(zhǔn)備發(fā)運計劃并采購生產(chǎn)計劃樣板“STRAWMAN”總部銷售知會書通過設(shè)計制版打樣包裝設(shè)計促銷活動類型=改包裝ActivityPromotionType=PackagingChange周-10-9-8-7-6-5 -4-3-2-10+1+2Marketing市場SalesDpt.HQ總部銷售部Sales-Sub’s分公司銷售Procurement采購Planning計劃Production

生產(chǎn)質(zhì)檢Q.C.物流Logistics周-10-9-8-7-6-5 -4-3-2-10+1+2PromoAppd.byS&M.Dir.Mktg.Proposalincl.3mth&12mthFcst.PresentedatS&OPPre-meetingSub.FeedbackOK?ProduceL.Qty+StockConsol.Reqmts.FinGdsInspctnL.Qtyavail.fortrsptPlan&PurchaseProd’nPlan樣板“STRAWMAN”HQSalesAdviceArtworkAppd.ArtworkPrep’nArtworkDesignActivityPromotionType=PackagingChange瓶頸問題

BottleneckNoLaunchquantityfornewR.M./PlasticpackageorderNodefinedprocess/documentforpre-Launch/promotioncommunicatebtw.H.Q.&Sub.POSMnotreadyforcustomercallNoPlanning&ForecastingfromSalesForce新材料/包裝袋采購時沒有鋪市量指導(dǎo)總部和分公司之間沒有一個確定的流程/文件來進行上市/促銷前準(zhǔn)備銷售支持材料沒有準(zhǔn)備好給銷售人員進行客戶拜訪/拿訂單銷售團隊沒有計劃和預(yù)測工作ForecastingPTusetheSales+Marketingcalendartoestablishnewproductsandpromotionactivity(thecalendarismaintainedbytheSales+MarketingCalendarPTü

ForPromotiontypeA–trade/consumerpromotion&packageupgrade(pcsperpack,artwork,Bonuspack,M-Pack,etc)計劃預(yù)測項目小組通過銷售和市場排期表制定新產(chǎn)品和促銷等各項市場銷售活動（排期表由銷售和市場排期項目小組維護）ü

A類促銷–渠道/終端促銷及包裝變動（每包片數(shù)，包裝版式，促銷裝，組合裝等），需要在促銷開始日期前3-7周完成計劃/預(yù)測工作？？ü

B類促銷–產(chǎn)品線延伸及產(chǎn)品規(guī)格變動（形狀、大小、功能、面層、材料清單等），需要在促銷開始日前2-4個月完成計劃/預(yù)測工作？？ü

全新產(chǎn)品，其中涉及購買新設(shè)備，采用新工藝,尋找新材料供應(yīng)商等活動時。新產(chǎn)品項目小組的新產(chǎn)品開發(fā)流程中的小規(guī)模測試到大規(guī)模生產(chǎn)是中間的聯(lián)系階段，其中直到市場和銷售確認(rèn)上市日期為至交接完畢其中鋪市量需在銷售運營會議中確認(rèn)？？forecastingshouldbedoneprior3-7weeksofsalespromotionstartdate??ü

ForPromotiontypeB-Productlineextension&productspec.changing(shape,size,feature,topsheet,BOMetc)forecastingshouldbedoneprior2-4monthsofstartdate??ü

Fortotalnewproduct,whichmayinvolvenewequipment,newprocedure,newsourceofmaterialDevelopment,etc.NewproductprojectteamwillhaveaNPDprocessandtheconnectionstepisfromPilotruntomassproductionandtransferredtoMarketingandSalesTeamasaconfirmedLaunchDateavailableAndtheforecastingofLaunchQuantityshouldbeconfirmedinS&OPmeeting??

上市推廣方案概要

LaunchPlanCheckingList上市推廣重要舉措上市背景分析SWOT分析上市策略目標(biāo)消費群產(chǎn)品策略產(chǎn)品特點包裝特點規(guī)格價格策略/體系渠道策略LaunchmilestoneMarketbackgroundSWOTanalysisLaunchStrategyTargetaudienceProductstrategyProductfeaturePackageSpec.PricesystemChannelstrategy目標(biāo)銷售量/額鋪貨量推廣量滾動3個月預(yù)測上市時間促銷跨度時間目標(biāo)廣告策略成功的標(biāo)準(zhǔn)獎勵提成方法TargetSalesQuantityLaunchqty.PromotionperiodQty.Rolling3monthforcastingLaunchDatePromotiondurationperiodDeliverablesAdv.StrategyCriteriaofSuccessWayofIncentives上市推廣方案概要

LaunchPlanCheckingList促銷計劃書

PromotionPlanCheckingList促銷產(chǎn)品：新產(chǎn)品產(chǎn)品系列延伸產(chǎn)品改良替代修剪的單品目標(biāo)競品促銷跨度時間促銷銷量目標(biāo)/預(yù)測（另詳見銷售預(yù)測報表）鋪市量促銷期銷售量銷售可能受嚴(yán)重影響的其它單品PromotionProductNewProductProductlineextentionProductchangeSubstituteofpruningproductTargetcompetitorPromotionDurationPromotiontargetQty./Forecasting(seeattch.Form)LaunchQtySalesVol.forpro.periodTheotherpossibleaffectedSKU促銷計劃書

PromotionPlanCheckingList促銷目的提高銷售額新的利潤增長點校正以前的活動打擊競爭對手其它促銷場地/地點1.計劃地區(qū)還是全國？？？2.落實情況詳見3W表格PromotionDeliverablesIncreaserevenueNewprofitopportunityCorrectingprioractionBeatcompetitorothersPromotionRegion/LocationPlanningRegion&National？？？ImplementationStatusSeeAttached3Ws促銷方式：渠道促銷零售店直銷助銷材料配合媒體廣告？配合其它產(chǎn)品？？是否需要培訓(xùn)？？？助銷材料準(zhǔn)備單片贈品貼品宣傳單海報產(chǎn)品展示板/單賣贈促銷板/單其它PromotionSkillsTradeStoresPOSMMediaAdv.??Otherskusforpro.M-packNeedoftraining??POSMpreparationSinglepcspackTakeawayPrintmaterialPostProductpresentboard/sheetPromotionboard/postOthers促銷計劃書

PromotionPlanCheckingList費用預(yù)算（詳見銷售促銷活動成本明細(xì)表）場地費人員工資助銷材料費用服裝、胸徽費用廣告費用（說明投入理由）其它促銷贈送方法陳列標(biāo)準(zhǔn)排位陳列堆頭陳列端架陳列助銷材料陳列人員安排（另詳見3W工作表格）PromotionBudget（seeattch.Form)SiteexpenseLaborexpenseDressing&badgeexp.Adv.Exp.OthersPromotiondiscountShelfpresentationstandardShelfdisplayAisledisplayEndcapLiteraturedisplayImplantationWorkpackage促銷計劃書

PromotionPlanCheckingListTypeI>ForcastingData

TypeII>CommunicationData&Information

TypeI

a>Rolling12MonthsMarketingCalendarReleased(Marketing)

b>3MonthsSalesPromotionCalendarReleased(Marketing)

c>PreviousMonthsSales/InventoryDataavailable(FinanceDpt.)

d>NextMonthSalesForecast(RegionSaleManager)

e>Rolling3monthsSalesForecast(RegionSales)

f>NextMonthProductionPlan

g>3MonthsProductionPlan

h>NextMonthProcurementPlan

i>3MonthsProcrementPlan

第一類預(yù)測數(shù)據(jù)第二類溝通數(shù)據(jù)預(yù)測與反饋數(shù)據(jù)滾動12個月市場排期3個月的銷售促銷計劃行動前一個月的銷售/庫存數(shù)據(jù)下個月的銷售預(yù)測滾動3個月的銷售預(yù)測下個月的生產(chǎn)計劃滾動3個月的生產(chǎn)計劃下個月的采購計劃滾動3個月的采購計劃3Ws–各有關(guān)部門

EachRelatedFunction3Ws–Sales&Marketing

銷售、市場、？？Promotionprocessmap(4type??)+H.A.S&OPGlossaryMarketingproposalforLaunchchecklist(product/package/promotion

duration/price/H.Q.forecast/salesTarget/adv.scheduleetc.Salespre-promotionfeedbackchecklis