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1、JeromeTangSalesFundamentalsTwoMomentsofTruthThe1stmomentofTruth-WhentheshopperchoosesThe2ndmomentofTruth-WhentheconsumerusesCustomerBusinessDevelopment–WinAttheFirstMomentofTruthWinAttheFirstMomentofTruth“Thebestcommercialintheworld,withthemosteffect
2、ivemediaplancanonlyinfluenceintenttopurchase,whileproperlyimplementedshopperinsightsin-storewillresultinapurchase.”WinAttheFirstMomentofTruthHowtoWinAtthe FirstMomentofTruthJointValueCreation-Weworkwithcustomerstoachievesales,marketshareandprofitabil
3、ityhigherthanwecoulddoseparately.ShareOwnershiponBrandBuilding-WebringinshopperneedsandcustomerrequirementsinsideandcontributetoBrand/CategoryStrategyWinattheFirstMomentofTruth–WhereverDrivetrialandretrialbasedonshopperknowledgeDrivein-storesalesands
4、hareDeliverCBDresponsibilitiesFundamentalsforbothYouandP&GtoWin!!SalesFundamentals–ImportanceWhatare P&GSalesFundamentals?FourFundamentals(DSPM)-Distribution-Shelving-Pricing-MerchandisingAbrandisindistributionifitisregularlystocked&availableforpurch
5、asebytheshopper.Distribution–DefinitionEachbrandorsizethatisnotregularlystockedisadistributionopportunity.Asdistributionopportunitiesareidentified,itiscriticaltoprioritizethemtoinsurethatweaddressthemostimportantones–RefertoRetailPerformanceStandard(
6、RPS)forchannelstandards.Distribution–PriorityDistribution–PriorityDifferentchanneldistributionstandardsarecreated-tomeetdifferentshopper’sneeds.-tocreatecustomerdifferentiation.Distribution–VisibleDistributionDistribution–MeasurementWeighteddistribut
7、ion%volumeweightedbusinesswiththedistributionNumericdistribution%storeswiththedistributionExampleTotalStoreDistributionJF03Thespace&positiontheproductsareputtingontheshelfin-store.Shelving–DefinitionTotalcategorybrandspaceshouldbesufficienttoprevento
8、ut-of-stockSpace&shelfinventoryoneachbrandshouldbeequaltoorhigherthanthebrand’sshareofcategory(marketvolumeshare).Brandsshouldbelocatedonashelfbetweenhip&eyelevel.Thehighersharebrandsshouldbeinthemostprominentposition.Shelving–SpaceManagementWhatisth
