宝洁的战略实施与系统控制(中英文版)(ppt 45页)

宝洁的战略实施与系统控制(中英文版)内容提要：
       Measurements Volume: daily shipment reports by customerShares by product and customer: Weekly /Monthly Nielsen data
Sales Fundamentals by product and customer: Weekly /Monthly Nielsen data  Budgets: actuals versus commitments Value contribution (Brand/Product/Country): monthly Brand Profit Estimates (BPEs)。
       Consumer value equation? Is price premium too high? Did we overestimate demand for Aroma products?
–  most likely OK; off-take high where distributed + repurchase rate high消费者价值公式？是溢价过高？我们高估需求香气的产品呢？ 最有可能确定;场外采取高的地方派发+回购利率高企Organizational capability Do we have enough sales rep coverage? Does Yes have priority in sales cycle? yes, but many store owners are rejecting组织能力我们是否有足够的推销员覆盖？确实是有优先销售周期？是的，但许多店家都拒绝 Commercial strategy
 is trade margin recommended too low? Is value for customer not clearly defined?商业战略是交易保证金推荐太低呢？是价值，为用户没有明确界定呢？
      Critical part in decision whether to continue strategy  Launch based on tight economics ($/ml)– do we cut budgets or increase them if volumes are not coming in? how sensitive is the NPV?  Expect front spending during launch, but possibilities of cutting Q4 support。

 

..............................