1、SIMBA系列灶具上市计划,Simba hobs launching plan-JZR(Y/T).2-EQ66X,2,JZR(Y/T).2-EQ66X Launch Plan,市场信息 Market message,新产品 Brief New product brief,上市投放计划 Launch plan,市场活动计划 Market activity plan,产品培训计划 Product training plan,市场背景分析 Background,3,Market message,Background,2003-2004燃气灶零售量月分布滚动趋势 retail volume trend
2、 of hob in 2003-2004,The KEY launch time for HOT are August & March.,台,4,Market message,Background,2003-2004各品牌嵌入式市场占有率月分布滚动趋势 retail volume trend of BI style hob for brand in 2003-2004,5,Market message,6,Market message,Background,嵌入式燃气灶最畅销的十大品牌 top ten brands of BI style hobs,7,Market message,Backg
3、round,嵌入式市场价格走势 BI hobs price trend,8,Market message,Background,嵌入式燃气灶最畅销的十大型号 top ten models of BI hobs,9,Market message,Background,主要品牌嵌入式燃气灶产品组合 Product combination analysis for main brand,Different Retail price range(Built-in style) July,Retail Price CNY,Robam,Fotile,sacon,Vantage,Jul.,7months,6
4、%,QAS-25-A,Electrolux,36X,932,921/931,HQ5G/HQ5B/FR04,HJL,26X35X,10,New Product Brief,市场信息 Market message,新产品 Brief New product brief,上市投放计划 Launch plan,市场活动计划 Market activity plan,产品培训计划 Product training plan,产品简介 Product brief 产品卖点 Sales point 功能列表 Functions List 消费者利益Consumer Benefit 技术规格 Technolo
5、gy spec 竞品分析 Competitor product,11,New Product Brief,产品简介Specification,不锈钢,搪瓷面板2PNC,S/S & Enamel plate,热效率 Heat efficiency: 55%,热负荷 Flame power: 4.0Kw,内焰式燃烧器 Inside flame burner,炉架Trivet: Enamel,熄火保护Flame failure: Thermocouple,外形尺寸(Size)：750*450,12,New Product Brief,产品卖点 （Key Product Sales Point）,In
6、side flame burnering, high heat efficiency, 55%；low CO discharge，0.04% 内焰式燃烧，高效率，效率超过55%；低CO排放，CO含量小于0.04%。,重要性递减,Inside flame burners , flame gather and extra heat charge , better solution to Chinese cooking habit. 内焰式燃烧器，火力聚中，火力大，加热均匀，符合中国烹饪习惯。,Upper air inlet design, none air inlet hole on the pl
7、ate, to prevent the soup empty into hob. free of cleaning. 上进风，无孔灶面设计，防止污物进入内腔，清洁方便。,enamel trivet, fashion and pretty.搪瓷炉架，美观大方。,Special material for enamel plate.High quality 专用搪瓷基板,工艺精良,质量稳定,13,Heat distribution - Todays designs,Most the Heat in the wrong place!,Wok side view,Wok top view,Heat wh
8、ere its needed!,最大的卖点,14,Sales point,1.空气补充更有动力,O2,O2,燃烧形成副压,抽进空气,15,2.火焰位置低,不受风的影响,风,Sales point,16,4.炉架更低, 更稳定,低炉架,Sales point,17,3.热量反射, 集中在锅底,Sales point,18,卖点详解-四大发明,缓冲式隔热墙：,二级缓冲隔热墙：将炉头辐射热量通过二个隔热室缓冲，使灶面和底盘的表面温度降到最低，防止烫伤。,隔热室 I,隔热室 II,19,卖点详解-四大发明,向心式旋火引擎：,内旋聚中火焰（黑夜拍摄）,内旋聚中火焰（白天拍摄）,火焰完全向中间集中，没有向
9、外扩散，将热量散失降到最低。,普通发散式火焰,20,New Product Brief,产品功能列表 （ Product Functions List）,1。Inside flame burning, heating up averagely, high quantity of heat . Sealed-in nutrition . 聚焰燃烧，加热均匀，高热量，锁住食物营养 2。Reflective heat collection wall around burner to avoid overheated cooktop反射式集热墙，防止灶面高温 3。Upper air inlet des
10、ign to guarantee enough air and optimum buring.上进风设计，提供充足空气，燃烧充分 4。Lower trivet design to prevent flame to swing in the wind.超低炉架设计，防止火焰随风漂移 5。Detachable burner assembly,easy and thorough clean模块化炉头设计，清洁更方便，更彻底 6。Copper alloy cover ,enamel trivet.铜合金火盖，搪瓷炉架 7。Import FFD.进口熄火保护 8。Smooth firepower tun
11、ing.平滑火力调节 9。Electronic continuous ignition.脉冲电子点火 10。Valve designed for triple fuel三气兼容阀体,21,New Product Brief,消费者利益 （ Consumer Benefit）,1。Big fire power and high efficiency to bring healthy and nutrient food.大火力，高效率，带来健康、营养的美味 2。Gathering flame to heat up averagely and you can enjoy cook well .聚中火
12、焰，加热均匀，倍享烹饪乐事 3。Fire-new burner to save energy more 全新的的燃烧方式，更节能、环保 4。European fashion design bring you fashion and technology欧洲时尚设计，带给您时尚与科技 5。Excellent quality create valued and elegant life. 卓越品质，缔造尊贵、典雅生活,22,New Product Brief,技术规格（Technology spec）,23,New Product Brief,竞品分析Competitor product,24,L
13、aunch Plan,新产品策略 New product strategy,新产品 Brief New product brief,上市投放计划 Launch plan,市场活动计划 Market activity plan,产品培训计划 Product training plan,上市目的 Launch aim 市场定位 Orientation 产品定价 Price strategy 渠道规划 Channel project 销量目标 Sales target 首批投放计划 First put-in plan 样机陈列方案 Sample exhibiting project,25,Launc
14、h Plan,世界领先的内焰燃烧技术将会充分体现出伊莱克斯产品的特性与个性，在中国燃气灶市场上占据领导地位 The inside flame burner is leading technologies in the world can embody Electrolux brand individuality ,character ,occupy the technical leading position in Chinese gas cooker market. 体现伊莱克斯品牌在燃气灶行业的专业性.提高伊莱克斯厨房电器的品牌知名度和美誉度It can show Electrolux i
15、s a professional brand in hob industry .At the same time ,it can enhance renown of Electrolux. 满足中收入消费群体对品牌、时尚、实用产品的需求 Satisfy the requirement of medium-income consumers with brand, fashion, utility product,上市目的 Launch Aim,26,Launch Plan,上市目的 Launch Aim,推出具有核心竞争力的产品，能与强势品牌竞争，抢占更多的中高端市场 (Put out the
16、core product with competition, competing with other strong brand to occupy more share of middle and high market ),27,Launch Plan,产品定位 Orientation,产品型号(Product Model)： JZR(Y/T).2-EQ66X 属于Simba 系列中档燃气灶,Middle level product of Electrolux hobsSegment needstate:Taking care 以追求实用、时尚的中收入人群为主要目标消费群体 (the ma
17、in objective consumers: medium-income public pursuing utility and fashion),28,Launch Plan,产品定价( Price strategy),29,Launch Plan,渠道规划（Channel plan),30,Launch Plan,销售目标(Sales Target),31,Launch Plan,Launch time:Dec 23th,32,Launch Plan,首批投放计划 (First put-in plan),首批订单量 First Purchase order,出货计划 Shipment p
18、lan,33,Launch Plan,首批投放计划 (First put in plan),区域分配方案 Distribute project,34,Launch Plan,样机陈列方案(Exhibiting Plan),Simba的两款新品样机在规划渠道的卖场中与ES01/02搭配陈列出样,不锈钢机型与ES01/白色机型与ES02搭配These two Simba models should be exhibited with Simba hoods in appointed channels,S/S model with ES01,white model with ES02. 若售场位置有
19、限可考虑将EQ25X退出陈列出样If the place of outlet is limited, Could cancel the EQ25X exhibit,35,Launch Plan,样机数为：烟机7-9台，灶具=5台，消毒柜=5台,ES01/66X (S/S),ER07/26X,ES02/66X (En),ER08/35X,ER09/36X,ER01/25X,EF03/CX,EF01,EF02 可选择性加在EF03 上部位置,Display,36,Launch Plan,样机数为：烟机8台，灶具4台，消毒柜4台,人流走向,35X,25X,抽屉,Display,37,Market a
20、ctivity plan,新产品策略 New product strategy,新产品 Brief New product brief,上市投放计划 Launch plan,市场活动计划 Market activity plan,产品培训计划 Product training plan,上市策略(主题) Launch strategy key point POP 广告计划 Ad. plan 促销Promotion,38,Market activity plan,上市策略主题 Launch strategy key point,Key Message to Communicate Advance
21、 Technology brings great benefits to you Key Benefits Foods become more delicious Lock nutrition Support Professional Kitchen Appliance Supplier Technology Advantage Experience with Cooking,39,Market activity plan,上市策略主题 Launch strategy key point,Creative Development A key term to imply Technology a
22、nd Benefits 内聚营养燃烧技术 Demonstrate logic of Benefit,Expert of Professional Kitchen Appliance,内聚营养 燃烧技术,Delicious Foods Lock Nutrition,40,Market activity plan,产品POP Product POP,Demo Leaflet,Poster Certificate Leaflet,Poster Certificate Leaflet,Expert of Professional Kitchen Appliance,内聚营养 燃烧技术,Deliciou
23、s Foods Lock Nutrition,Key Visual,Key Visual,Key Visual,Cooking Committee Recommendation,Compare “with and Without”,41,Market activity plan,广告投放计划 Ad. plan,PRPress Release Conference Soft News Technology Focus Calls for attention of “lock nutrition” TV programs Cooking Programs Famous Chefs recommen
24、d nutritive dishes (with 66X for sure),Expert of Professional Kitchen Appliance,内聚营养 燃烧技术,Delicious Foods Lock Nutrition,42,Market activity plan,促销 Promotion,Promoters,Expert of Professional Kitchen Appliance,内聚营养 燃烧技术,Delicious Foods Lock Nutrition,Follow “Benefits Logic” as persuading process,Trai
25、ning: Product Training Cooking Knowledge and Skills Persuading Skills and Scripts,Incentive: 40 RMB/Unit Specific Incentive Program Set up monthly target,43,Budget,44,Schedule,45,Market activity plan,新产品策略 New product strategy,新产品 Brief New product brief,上市投放计划 Launch plan,市场活动计划 Market activity pla
26、n,产品培训计划 Product training plan,46,New Product Plan,产品培训计划 Training plan,47,New Product Plan,产品培训计划 Training plan,Re-train plan : Since 15th Dec 2004 (When the coverage reach the target) Re-train will be carried out by retail supervisor of sale region. So all retail supervisor should attend the first product training.,
