HP产品经理培训教材7068.pptx

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1、HP FY99 wholesaler directionPart one:Product ManagerPart two:Channel SalesPart three:Channel evolution in 1999Part fourReview toolsPart fiveBFT introductionPart 1如何成为成功的产品经理Product Manager产品经理培训产品经理培训n产品经理做什么市场开发的产品专家使运做成本最小化专注产品线与产品分类产品价值的创造者固定的基本薪水订购可销售的产品创造市场拉力n销售经理做什么渠道开发的销售专家使利润最大化专注于客户产品价值的提升与

2、传递佣金薪水销售我们所拥有的产品加强市场推力A Successful PMIn-depth product and market knowledge-market survey&research,customer study-channel needs&segment developmentFocused market development efforts with balanced PL result-clear segment identification-successful product category management-time to marketOperational e

3、fficiency and advancement-forecast and review,readiness and accuracy of operational data-product plan at different stage of the life cycle-competitor analysis-work with HP in leading the change-value added selling modelWhat should a PM do?Business Managementunderstand“customer”needssupply chain mana

4、gementgenerate the demandunderstand the environment&situationproactively refrain the competitorsProduct Managementproduct line and product category managementinventory planning and managementproduct cycle managementsell through managementMeasurement for the Product ManagerMeasurement for the Product

5、 ManagerBusiness Managementknowledge about market,competition,channelapply different strategies to develop the marketeffective use of marketing foundcoverage and segment developmentProduct ManagementPL quota achievementsforecast accuracy,operating cost analysis,inventory turnsproduct scrap cost,fire

6、-sale costsell through analysis,TAT,out-of-stock ratioindustrial ratio,vendor and market growth rateProduct Management OverviewnPM has not been given adequate focusnMany has not receive the right level of leadership from the wholesalers management teamnExample:Is it good for a PM to be a Portfolio m

7、anager?What do a PM do after a price is set?What reporting do they monitor?What are their indictors?How do they get confirmation?Who are their advisors?nConclusion:today,most PM are on their own,do not have a process of communication or escalation and spend 90%of their time adjusting prices.Top Prio

8、rities for Product ManagersBasics for PM:nstrengthen understanding of market&industry dynamicsnunderstand your companys competitiveness and position within the internal competition and external competitionnunderstand your sales teams deployment and their local environmentnsetup processes of communic

9、ation,price request/approval3 important areas of thinking:nunderstanding your companys competitive position in the complex competitive environment by breaking it down to specificsnunderstanding whether your company has a stable business and if they are stablenunderstand how you can grow your busines

10、sMarket dynamics affecting product management:Benchmarking the right thingPM has traditionally been internally focusedmy competition is net DELL,it is w/s Xwholesaler X is selling lower priceI am better than w/s X because I have a bigger office setup in that cityToday,PM need to calibrate the intern

11、al environment and quickly move out to handle the external environmentAm I selling more efficient than w/s X?where do we compete and where should we hold the line?What are the competitive advantage that the average w/s has in the region,industry?Is my network stronger than the average w/s in the ind

12、ustry?What are the KSF in the industry?Understanding your companys competitive position in the complex competitive environment by breaking it down to specificsPart 2 如何做成功的渠道销售员如何做成功的渠道销售员Channel Sales渠道分类渠道分类付款好坏定货量大小潜在问题营业额中心放弃对象明日之星渠道分类渠道分类价格高低定货量大小利润中心放弃对象放弃对象情人利润中心放弃对象利润中心渠道分类付款好坏价格高低利润中心放弃对象情人

13、利润中心放弃对象Level1Level2Level3Level2公司定位公司定位营业额高低利润率高走向消失系统集成商分销商很少存在个别厂商竞争趋势高低市场容量大利润率竞争小ProfitNon-ProfitcompetitionProfit竞争趋势高低订货额大小价格渠道销售员任务渠道销售员任务将公司所经营的产品，以合理的价格，最大限度地销售给你的客户，并使你的客户能从中获取最大受益.William LeeWilliam Lee 渠道销售之角色渠道销售之角色n n资讯专员资讯专员资讯专员资讯专员(Consultant)Consultant)今后代理的发展今后代理的发展今后代理的发展今后代理的发展

14、业务方向业务方向业务方向业务方向 长期合作长期合作长期合作长期合作n n市场预测市场预测市场预测市场预测 代理和产品代理和产品代理和产品代理和产品 月度。季。年度月度。季。年度月度。季。年度月度。季。年度n n销售工作销售工作销售工作销售工作n n工作总结工作总结工作总结工作总结 代理和产品代理和产品代理和产品代理和产品 月度。季。年度月度。季。年度月度。季。年度月度。季。年度 市场市场市场市场n n代理商支持代理商支持代理商支持代理商支持 技术技术技术技术 。市场。市场。市场。市场 。销售案例。销售案例。销售案例。销售案例 ，广告，广告，广告，广告n n交流和联系交流和联系交流和联系交流和联

15、系 产品信息产品信息产品信息产品信息 公司方向和存在问提公司方向和存在问提公司方向和存在问提公司方向和存在问提n n渠道的开发渠道的开发渠道的开发渠道的开发(VAR,Dealer or retailerVAR,Dealer or retailer渠道销售之角色渠道销售之角色consultantForecastWin WinDirectionlong relationtrustCompany order/shipmentinventory managementFinancial PlanSellProfit/lostrevenueReviewGain experienceknow what ha

16、ppen and plan actionsupportingloyaltyorderCommunicationUnderstandingRelationproducts/marketing info.Recruiting New BusinessMarket share.代理商需求代理商需求关心程度低关心内容分销商销售员技巧nIndustrial KnowledgenProducts KnowledgenMarket Trend nCompetition nCompany and CustomernRelation managementnPlanning分销销售员技巧Company Image

17、Company GrowthProductsPriceAvailabilityRelationPlanningTechIndustrial KnowledgeRelationshipNegotiationProducts.Market trendCustomer&CompanyPlanning n定单定单n付款和欠款付款和欠款n代理商召募代理商召募Planningn定单 n付款和欠款n代理商招募Planning(A/R)Planning(Recruitment)Products:Vectra PC,6L LaserJet Time:July.20Start:Aug.1 End:Oct.30Ta

18、rget:6 L :720 PC :950 数量质量产品Part 3Channel EvolutionSupply chain links today and tomorrow Key Elements in former supply chain modelReliability of importerscost of importation vs riskstability of logisticsshipment capacityVAT receiptinvest in relationship buildingpreparing funds to handle mishapblackm

19、arket foreign currency exchange rateuse the best people to handle and manage these relationshipHow will the distribution landscape change?How will the distribution landscape change?nLow-margin,the need to drive cost down.nShorten the supply chain,eliminate middle-tier,go to last-tie,go direct I.e.De

20、ll.nReduce inventory movementnstandardize on key modelsnMinimal/no stockingnPay where distributor add value nOffer different values to different types of customer(new first time buyer,experience buyer,repeat buyer)nProvide more servicesTop priorities for wholesalersnNo more margins,fair ground compe

21、titionmay totally eliminate any advantage a w/s previous have or may sudden make another w/s super-competitive.Large scale distributor fall-out likely.entry of new international,regional player will speed up.nNew elements of competition2nd-tie networkgeographic coveragecost-efficient infrastructurew

22、ell align,well balancestrong execution&implementationcalibre of peoplecollaborative relationshipAre you really in the distribution business?How do you measure cost&profit?nThe cost of distribution is a rather complex as it contain many variable and componentsnEvery w/s has different weight on indivi

23、dual elementnToday,few w/s actually work towards an industry benchmarknEfficient and eliminating fats in a cost structure is the first step to better profitability.nTo understand which element is within control and which is not.Are you really in the distribution business?Are you really in the distri

24、bution business?Do you have the right type of partners?Do you have the right type of partners?nHow do you know you if you can resolve an internal price issue or be profitable?Understand who are their 2nd-tie by typestake#of last-tie vs 2nd-ties/sub-distributionif vol of last-tie vs 2nd-tie/sub-d ove

25、r the last 3months is less than 50%of your total business,them bother,you maybe in troublenGo for the last-tienMove out from sub-distributionAre you really in the distribution business?Are you really in the distribution business?Are you a distribution or corporate logistic company?Are you a distribu

26、tion or corporate logistic company?nHow much of your business is aligned to competition in the distribution area?Understand who are their 2nd-tie by types and the volume.Take#of resellers that your do bit deal fulfillment vs those you sell to who sell to SME customers.Measure Vol of fulfillment vs o

27、wn distribution.If Vol of fulfillment over the last 3 months is more than 50%of your total business,them bother,you maybe in trouble.On these volume that you fulfill,what value do you add?Do you do simple hardware solution configurations?Do you do software optimization?Do you offer attractive bundle

28、s?If you do not,you are indeed in trouble.Are you really in the distribution business?nWhere are you selling in?understand who are their 2nd-tie by types and the volume and where they are in.take#of resellers that you have.How many are repeat customers?Take the volume of number of repeat customers.D

29、istribute them into number of cities.If more than 50%or more are in only 3 major cities,are these cities your homeground?If not,you do not have enough geographic coverage.How many cities do you cover consistently every month.Do you have the right resources and systems to maintain these geo business?

30、nGeographic coverage is vital in any battleAre you really in the distribution business?nDo you do deals or do you put in programs?Understand who are their 2nd-tie by types,the volume,where they are in and the business relationship you have with them.Take#of resellers that you have.How many are repea

31、t customer?How many of them have a business agreement/program with you?How many are on a deal-by-deal basis?If more than 50%of your business are on a deal by deal basis,you maybe not profitable.You need be competitive but working on a deal by deal basis do not make good business sense.nStructure you

32、r relationshipnReward them because they make you profitable and you provide them good support and reasonable pricing by NOT because they“buy”from you.Are you really in the distribution business?Understanding supply&demandnHP manages supply and demand at a country leveloverall market share goals base

33、d on profitability,competitive terms general seasonalitypredictable disruptionssell-thru/inventory levelvery soon.We will get in down to geo regions and weeks-window.nSupply and demand are bare basic,bare essential in the management of product pricing.nYou need to factor in probably a similar set of

34、 factors toset the framework for pricing and break it down by geography.nYou need to understand you capacity vs capability.Planning for growth,where do you look?nSME segment and business opportunity.For many w/s,you need to move out from the dependencies of the corporate big deal from CARs.Creative

35、ways to tap into SME business.nExpand geographyWe have planning to find a way to support sales into 30-50 cities by mid-1999,how many cities can you participate in?how do you support these?nCompetitors channel is exposecompetitors do have better local geographic coverage vs HP in small cities today.

36、But many w/s still depend heavily on sub-distribution,not many are ahead in this race.There are still huge room for us to regain competitiveness.nIncrease productivity and efficiencycategorize partners,business.E-commerceTele-salesNew supply chain modelnIncrease service levelBuilding up trust,work t

37、ogether in the HP circleBuilding up trust,work together in the HP circlenAgree on basic principlesnBe open,always believe,trust and liston to your partner firstnCompete thru differentiation but leave the general environment intact for the nextnVerify any speculation with the relevant party.nNet work

38、nAddress difficult 2nd-tiersnjoin forces on marketing event at city levelnMake time for people development not just to address price issuenEnsure a minimal level of leisure activity,have some funPart 4Review ToolsReview and Rate your SituationCityNet SalesGross Margin#of 2nd-tiersProfitable 2T/%Sale

39、sBreakeven 2T/%SalesLost 2T/%SalesScore BJSHACDGZRectifying the situationCitySales ObjectiveGross Margin TargetVolume TargetChannel SupportResourcesChannel DevelopmentBJSHACDGZMaintainMaintainMaintainMaintainMaintainMaintainB-EvenProfitProfitMaintainVolumeMaintainMaintainMaintainABDECGross MarginRes

40、ellersIncrease PenetrationRenegotiate terms or dropBreakevenNet MarginCost of SalesLessons Learnt.nHow many 2nd-Tiers stick with you during the price war?nWhat were your priorities?Did you sacrifice volume with profit or profit with volume?nRight partners=Win-Win Partners=Profitable partnersnHigher

41、volume /Higher ProfitnSub-Distributor is not the only way to maintain your volume run-rate.Base volume generated by last-tier usually is more stable and predictablenRe-qualify and manage your customer profitability=Relooking at Reseller RelationshipsFix your distribution strategy,dont go backwards I

42、.e.sub-distributionProfitability is key,measurement,tracking down to each reseller is critical to decision making.Pick your partners,chose those that help you get closer to the customer.I.e.“the closer the better”.Protect your members,offer programs,tracks to ONLY those who has commitment.Marketing

43、capability with regular refresh at wholesaler level is key to maintaining a energised relationship.ABDECGross MarginResellersIncrease PenetrationRenegotiate terms or dropBreakevenNet MarginCost of SalesDistributor CompetitivenessCompetitivness at its best is the ability to survive with low margins.T

44、herefore Competitiveness=Highest efficiency.It is measured by the return you get vs your investment.In todays saturated and competitive environment,it is difficult to yield high return with low investment.It is almost impossible.But it is too easy to yield low efficiency with high investment.Wastage

45、 is the Biggest issue for most distributors.Many do not maximise their resources.Many distributors have low-efficiency because they do not have the right measures at each components.You cannot look at just the final margin.Customer yield need to be set and measured by segments I.e.VARs,Traditional R

46、esellers,SI,Sub-DistGrey margin is unstable and should not be used as a regular component for margin calculationCustomer Gross MarginsCustomer Net MarginsMarketingSales LogisticsInventoryTransactionFinancingCost to serveGrey MarginsCapacity vs CapabilityIn the business of In the business of distribu

47、tion,distribution,opportunity is opportunity is often mis-often mis-interpreted as interpreted as my capability is my capability is more than my more than my capacitycapacitycapacity1M1M5M4McapabilityPart 5BFT(Business Fundamental Table)Joint Wholesaler Business Fundamental Table Joint Wholesaler Business Fundamental Table Joint Wholesaler Business Fundamental Table Joint Wholesaler Business Fundamental Table Joint Wholesaler Business Fundamental Table Thanks!演讲完毕，谢谢观看！