KA利润的故事.ppt

GMROI 投资毛利回报 Notes: Notes: Notes: Notes: Notes: Notes: Notes: Notes: Notes: Notes: Notes: Notes: Notes: Notes: T H E PROFIT $TORY 利润的故事 How our customer generate sales and profit 我们的客户如何创造营业额和利润 How customers measure their performance 我们的客户如何评估业绩 How soft drinks impact profitability 饮料对利润的影响 How soft drinks can help the customer to maximize their profit 饮料如何协助客户达到最大的销量 The Focus of The Profit $tory is to understand:利润故事的重点在于了解: Describe the strategies employed by customers to achieve sales and profit objectives 客户采用何种策略来达到销售和利润目标 Describe the inter-relationship of key sales and profit drivers 描述主要销售和利润驱动因素的相互关系 Describe the impact of soft drink programs on customers sales and profit 形容饮料促销对客户销售和利润的影响 Objectives目 标 Customer Sales and Profit Model客户营业额及利润模块 + X = Total Sales $ 总销售金额 Cost of Goods 产品成本 Gross Profit $ 毛利 Other Sales Income 其他收入 Total Gross Profit $ 总毛利 Average $ Per Transaction 每次交易金额 Shopper Base 客户基数 Number of Shoppers 顾客数 Number of Shopping Trips 拜访次数 Shopper Base 客户基数 Gross Profit $ Per Transaction 每次交易毛利 Average $ Per Transaction 每次交易金额 Profit Mix Of Items 货品利润组合 X X = = = X - = = Generating Customer Sales and Profit为客户创造营业额和利润 X = Total Sales $ 总销售金额 Gross Profit $ 毛利 Average $ Per Transaction 每次交易金额 Shopper Base 客户基数 Number of Shoppers 顾客数 Number of Shopping Trips 拜访次数 Shopper Base 客户基数 Gross Profit $ Per Transaction 每次交易毛利 Average $ Per Transaction 每次交易金额 Profit Mix Of Items 货品组合毛利率 X X = = = X Sales and Profit Calculation计算营业额和利润 8.5% RMB136.61 0.23 30,852 Warehouse Club 货仓式商场 25% RMB11.25 0.50 10,312 Chain Drug 药房 32% RMB3.15 2.90 1,000 Petroleum 加油站 22% RMB28.00 2.00 6,500 Typical Supermarket 超级市场 Profit Mix of Items 货品组合 毛利率 Avg. $ per Transaction 每次交易金额 No. of shopping Trips/week 每周拜访次数 No. of Shoppers 客户数 Channel 渠道 EXERCISE: 5 MINS 练习: 5 分钟 Generating Customer Sales and Profit Worksheet客户创造营业额和利润工作表 X = Total Sales $ 总销售金额 Gross Profit $ 毛利 Average $ Per Transaction 每次交易金额 Shopper Base 客户基数