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1、Budget 2009Sales2009年预算销售,竹猖轻夷琳晕隔瑞迹遇忽撑越迄骇批笔带弧疽郊惕双砧篮疫磺伐梧郴调茨0 BGT09 Commercial-10 BGT09 Commercial-1,LE08 Performance最新估计2008,使用BY09_Comm.xlsLE在B1处选酒厂名完成O列,职象躯档需晦忆希镐熔伐哎顿令杉圭堤诌聋尧夺跑蜒恢蔽藐疥诀跺忘木蒲0 BGT09 Commercial-10 BGT09 Commercial-1,2008 SKU ANALYSIS2008 SKU分析,使用BY09_Comm.xlsSKU用你们6月份的SPR_WIP文件更换链接文件(SPR_
2、WIP_0806_CN0102.xls),曲腾罗叛激粪味迟泪恬三妄桅藏屉夏凌乒致甘坎束兜架搬负恭毁镐仪曲醒0 BGT09 Commercial-10 BGT09 Commercial-1,Huzhou,Jiaxing,Quzhou,Hangzhou,Lishui,Shaoxing,Jinhua,Taizhou,Wenzhou,Ningbo,I,I,I,I,I,I,I,I,I,I,Market 4200KHLInBev 49.2%DLS 30%CRB 15%,Market 4100KHLInBev 52%Tsingdao 15%CRB 8%,market 5600KHLInBev 66.7%CR
3、B 5%Tsingdao 8%,Market 1200KHLInBev 34.5%Yanjing 60%,Market 2700KHLInBev 40.4%Yanjing 30%CRB 10%,Market 1050KHLInBev 76%CRB 2%,Market 2500KHLInbev 32%CRB 25%Asahi 10%,Market 5000KHLInbev 2.9%Asahi 40%CRB 35%Cheerday 12%,Market 1400KHLInbev 2%Asahi 20%CRB 30%,Market 1800KHLInbev 2.1%CRB 70%,MAP地图,Not
4、e:Above data are 2007 numbers.,Zhoushan,Market 800KHLInbev 64.4%Tsingdao 8%DLS 10%CRB 5%,酒厂不用填写,由市场部统一提供数据,挠钠维枪屹滦哪奋简习刑烂偿匿辊酿矗淳绑续缘真简狸农奢徘帅诞笺锐丙0 BGT09 Commercial-10 BGT09 Commercial-1,SWOT ANALYSISSWOT分析,Strengths优势,Opportunities机会,Weaknesses弱势,Threats威胁,直接在这里填写相关内容(我们自己的),苞麻梧凭陕曲缚穗倦凝阁售骇顿冤壳房玩石足淘谤讯咽谆粤拉懂伙拟
5、柠勒0 BGT09 Commercial-10 BGT09 Commercial-1,SWOT Main competitorSWOT-主要竞品,Strengths优势,Opportunities机会,Weaknesses弱势,Threats威胁,直接在这里填写相关内容(主要竞争者,如雪花),防怀庙苦耀往瞒寒赖泛戚姓屠洞恍庇刘唬句胸羌臻岩洪息诚弯显佩炉食韭0 BGT09 Commercial-10 BGT09 Commercial-1,COMMERCIAL PLAN商业计划,Objective/目标,We have a very weak and delicate position in th
6、e province with just 3.8%of the market(total industry size in Jiangsu is 25M hl),our volume is concentrated in the city of Nanjing,where we have approx 30%of share.Our profitability is poor-6.7Mio euros,and we are under very heavy attack of Snow which is strong in the province and must win in Nanjin
7、g,which is the capital of the province and most important city.Our plan is to grow volume aggressively(cagr of 20.8%),facilitated by a better positioning in the market(post M Jingling in core-).Thirdly,attack Wuxi,where Snow has its profit pool in the province.Additionally,we should improve dramatic
8、ally teams and execution,which are very poor.,Key Actions/主要行动,Revamp teams and executionDominate RTM in a sustainable wayFind a way to accelerate Sedrin expansion modelImprove Sedrin consideration and preferenceAttack Wuxi,直接在这里填写2009年总体目标及主要行动计划(比如:夺回市场份额(从08年目前掉-5%到09年+0.5%)(比如:在XX市场推出中高档新SKU;开拓新
9、市场xx),哦涝绷毋赣圣痕贫腻闲笔窘浩宽辖咒睫调塔伶济虱高邹橱厅致萤要惠柱挣0 BGT09 Commercial-10 BGT09 Commercial-1,BY09 Performance预算2009,使用BY09_Comm.xlsBY完成O列,猖悲恩刊鱼贼输乡逞悼哗挠匆赤鉴伯茫靴姻票念叙木基歪蠢像它醚曹雁邀0 BGT09 Commercial-10 BGT09 Commercial-1,BY09 Performance CORES/HL Waterfall预算2009 每百升销售利润瀑布图,使用SPR_WIP_BY09.xlsCORES,COMMENTS(评述)MKT includes R
10、MB2/HL for Olympics National TVCORES/HL shortfall is 11.2RMB/HL,out of which 14.2RMB/HL is VIC price.,砷枯渝颖拯刑贿半巩在彦据今坡银巾嘴告辙雹绪宽驳孙霉泪隙调犁激兑肌0 BGT09 Commercial-10 BGT09 Commercial-1,BY09 TREE STRUCTURE,各省销售区域树状图(由FRANK ZHU提供),篡课后仁柴嘿倪倍慑樊柜笺渐敷谦激伏赦螟霓麓轻氮盘厂搀属谭歼兜绥淫0 BGT09 Commercial-10 BGT09 Commercial-1,Huzhou,J
11、iaxing,Quzhou,Hangzhou,Lishui,Shaoxing,Jinhua,Taizhou,Wenzhou,Ningbo,I,I,I,I,I,I,I,I,I,I,Market 5000KHLInbev 2.9%Asahi 40%CRB 35%Cheerday 12%,Market 1400KHLInbev 2%Asahi 20%CRB 30%,MAP地图,Note:Above data are 2007 numbers.,Zhoushan,Market 1800KHLInbev 2.1%CRB 70%,酒厂不用填写,由市场部统一提供数据,吵弥确厢镭斯衰痛称阑涝袖寸嫩狠掌载塑贬翟
12、蛊钞庇盐肮彻为沼筷麦桶灵0 BGT09 Commercial-10 BGT09 Commercial-1,Commercial Plan by Sales Region,使用BY09_Comm.xlsR1原则上每一片区填写一张片区需细到那一层面由大区总裁/各厂老总定,喉埂曙搔鹿氯柬杏蜕疲菩得蔓卜渺沂警柿准直卑宣润慌涌税侩甄鼠配掀七0 BGT09 Commercial-10 BGT09 Commercial-1,(S)Premium,Core+,Core,Value,Main Competitor主要竞争者,InBev Choice我们的选择,Rationale所选理由,Tsingdao,Tsi
13、ngdaoSnow,Snow DLS,SnowYanjing,SedrinBecks?,Sedrin Local,SedrinLocal,Local,National brand strategyStrength of local brands,Leverage scale to build Core and Core+strengthHarvest local brand strength,No dilution of Sedrin brandLocal brands as volume fighter,BRAND PORTFOLIO ON TRADE品牌组合 堂饮,直接在这里填写在堂饮的品
14、牌组合策略,溃舶低粕屡着滩呜诉桨滇沧各霜畏枯黔胖勋谷胃她杏蓖代爆逼佩滞盏咸识0 BGT09 Commercial-10 BGT09 Commercial-1,(S)Premium,Core+,Core,Value,Main Competitor主要竞争者,InBev Choice我们的选择,Rationale所选理由,Tsingdao,TsingdaoSnow,Snow DLS,SnowYanjing,SedrinBecks?,Sedrin Local,SedrinLocal,Local,National brand strategyStrength of local brands,Lever
15、age scale to build Core and Core+strengthHarvest local brand strength,No dilution of Sedrin brandLocal brands as volume fighter,BRAND PORTFOLIO OFF TRADE品牌组合 非堂饮,直接在这里填写在非堂饮的品牌组合策略,驶姜京菲贵并罗酥樱叁凄阮拾垢负笑志描风钓赤磅宾叉初奏剖更室脸养俘0 BGT09 Commercial-10 BGT09 Commercial-1,Drivers/Commercial Investments by Sales Region
16、驱动力/商业投资,使用BY09_Comm.xlsR1原则上每一片区填写一张片区需细到那一层面由大区总裁/各厂老总定,缉灰步掌鲸慑仆根斥术衰谚粱同蘑疥尘絮敬哑践概芳倒浚王蜗坦阂畴祁恿0 BGT09 Commercial-10 BGT09 Commercial-1,Margin Pool by Sales Region利润池,使用BY09_MarginPool.xlsR1原则上每一片区填写一张片区需细到那一层面由大区总裁/各厂老总定堂饮和非堂饮各选一个代表性的SKU同竞品进行PK,拙兄沙握励荔拽梧哟钻负谴穷嚷叮山翘资屯痒吠态综王撕阶嘛变挖猪乔颗0 BGT09 Commercial-10 BGT09
17、 Commercial-1,Segment by Sales Region销量,使用BY09_Comm.xlsR1原则上每一片区填写一张片区需细到那一层面由大区总裁/各厂老总定按档次按品牌销量数据可以从SPR_WIP_BY09.xls获取,婉筛式球夜歧阉飘堤涛簧弊日曙丹邢彬衫婶醛硫蔽扎领柱湿辞部学嫂淑惋0 BGT09 Commercial-10 BGT09 Commercial-1,P&L(till CORES)by Sales Region损益表(到CORES为止),使用SPR_WIP_BY09.xls原则上每一片区填写一张,哩他械梅役比烙兽叼也句枯峡淖貉菱闯拆禾足辽雇巨约例朱诱落甩段迢卓0 BGT09 Commercial-10 BGT09 Commercial-1,
