13/6/20HengAnInternationalDraftJune12,2002SalesPromotionBook（销售促销手册）TableofContents内容目录Section1.SalesSheet产品销售宣传单张2.TheCategoryandProductidentification产品类别及定义3.Promotionpackagecontentsoverview推广方案内容总览4.PromotionobjectivesandGoals推广目的与目标5.Promotioncalendar促销排期6.Promotionmethodandmedia促销方式与传播途径7.Promotiondistributionchannels促销发放渠道8.Advertisingplan广告计划9.MarketandCompetitiveenvironment市场及竞争环境10.Promotionalmaterials促销材料10.Training培训11.Presentationscripts成功故事文稿12.Productlogistics产品物流13.Promotionbudget促销预算14.Impactonproducttree对现有产品线的影响15.ResponsibilitiesofDistributionchannels分销商应尽的义务16.Frequentlyaskedquestions(FAQ)常见问题解答23/6/20Section1.ThePromotionCategoryandProductidentification产品类别及产品定义?Whatistheproductcategory产品的所属类别?Whatistheproduct(name,description,sku)tobepromoted促销产品的名称、描述等?Isthisanewproduct,productextension,enhancement,newandimproved,etc.新品，产品衍生、增强还是全新改良等？?Isthisatemporarypromotionalpackage,lifespan,etc.是否仅为促销装？时间跨度等？?IsacurrentHengAnbeingpruned是否有准备退市的恒安产品33/6/20Section2.PromotionPackageContentsOverview?PromotionPackagecontents一揽子促销计划内容-Specialproductpromotionalpackage特殊产品促销装-Combinationpackage混合装-Gift礼品-Certificate(s)-Contest竞争-Promotionalproductquantitiesbyregion各区促销产品数量?PromotionOverview(seeapplicablesectionfordetail)促销概况（详见相应材料）-CoordinatedAdvertisingpackage(Yes/No)联合广告（是/否）-PrintMedia(Yes/No)平面媒体（是/否）-TVCommercials(Yes/No)电视广告（是/否）-RadioCommercials(Yes/No)广播广告（是/否）-POSdisplays(Yes/No)POS展示（是/否）?PromotionScopeandboundaries推广范围-Regionalcoverageplan(provinces,salesregions,cities,etc.)所覆盖的区域（省，销售大区，城市等）-Distributionchannelscoverage所覆盖的分销渠道-Product(s)coverage所覆盖的产品43/6/20Section3.PromotionObjectivesandGoals促销目的与目标?Promotiongoals促销目的-Revenueenhancement增加销售额-Brandenhancement加强品牌-Productunitvolumegoal单项产品销量目标-Distributionchannelenhancement加强分销渠道?DefinitionofSuccess成功的定义?PromotionimpactonHengAnandtheSalesDepartment促销对恒安公司及销售部的影响-Newprofitopportunitiesforthedistributor分销商的新的利润机会-HighercommissionsforSales销售人员更高的提成-Correctsadistributionorproductdeficiency分销或产品不足-Counterscompetitioninitiatives回应竞争-Preemptscompetitiveaction抢占竞争活动先机?Promotionimpacttarget(s)促销目标群-Retailconsumer消费者-Distributor分销商-Wholesaler批发商-Hypermarket大卖场-Other其他53/6/20Section4.PromotionCalendar促销排期?PromotionLaunchdate促销开始日期?Promotioncompletiondate促销结束日期?Advertisingschedule广告排期?Cooperativeadvertising联合广告?Promotionmaterialsavailability促销材料准备情况?PromotionProductdelivery促销产品发货-startdate开始日期-stockingcompletiondate备货完成日期?SalesTrainingschedule销售培训排期?PCCTrainingschedulePCC导购培训排期?Headquarterssupporttimetable总部支持时间表63/6/20Section5.PromotionMethodandMedia
